Marketing Plan

Polytechnic University of the Philippines

Sta. Mesa, Manila

College of Business Aministration

Department of Marketing Management

Prepared by

BSBA-MM 3-1D

Erwin C. Baluyot

Paulo P. Bibay

Mary Anghel Cabrera

Abegail Cebujano

Epefanio N. Fullido, Jr.

Executive Summary

Mary Kay, Inc. is an American privately owned multi-level marketing/direct sales company that sells cosmetics products. According to Direct Selling News, Mary Kay was the sixth largest direct selling company in the world in 2011.Mary Kay is based in Addison, Texas, outside Dallas. The company was founded by Mary Kay Ash in 1963.

Mary Kay Philippines is the 30th subsidiary of Mary Kay, Inc., one of the largest direct selling skin care and color cosmetic companies in the world.Mary Kay Philippines began commercial operations in May 2000. Now on its 10th year, more than 70,000 Independent Beauty Consultants have joined Mary Kay Philippines.Mary Kay Philippines distributes high-quality products from Mary Kay Inc. Mary Kay Inc. develops, tests, manufactures and packages the majority of its own products at its state-of-the art plants in Dallas and China.

Mary Kay Inc. does not conduct animal testing for its products and is a PETA (People for the Ethical Treatment of Animals) pledge member.

Starting a Mary Kay independent business costs as little as P1,975 (plus tax and shipping) for a starter kit and education materials.The company awards the free use of the Pink Car to independent sales force members. This is the top symbol of success – the Mary Kay pink car (Honda City and Toyota Altis & Mitsubishi Pajero for NSDs), which brings pride and prestige to its achievers.

It has 5 Beauty Centers located in five major cities in the country, namely Makati, Quezon City, Davao, Cebu and Zamboanga.

Competitive Analysis

Competing Company | Mary Kay | Avon | L’oreal |

Tagline | Enriching women’s lives. | The company for women. | Because I’m worth it. |

Years of Existence | 51 years...