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Copy of Copy of Mary Kay in India
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Transcript of Copy of Copy of Mary Kay in India
Mary Kay in India

Table of Contents
Case Background
Case Analysis
Swot
4P's
Other research
Questions
Conclusion
Recommendations
Case Background
Founded in Dallas, Texas (1963)
Headquarters: Addison, Texas
Located in 35 countries in 5 continents.
Key people: Mary Kay Ash, Founder, David Holl, CEO
Net sales of USD 2.9 billion
Richard R. Rogers 1963, Executive Chairman
Employees, Staff - more than 2.5 million independent beauty consultants.
Over 200 products.
Manufacturing plants in Dallas, Texas and Hangzhou, China
Conclusion
What did we cover?
Successful worldwide, but failed in India.
It is still suspicious - "pyramid scheme".
Questions
Case Analysis
Marketing Mix
Recommendations
1. Understanding the political environment of India before entering India market.

2. Adapt to the India economy and localize some products.

3. Localized manufacturing.
S.W.O.T
Strengths
Established brand image
Strong financial position
Diverse portfolio
Strong international presence
Superior sales training
Strong buyback system.
Weaknesses
No manufacturing plants in India
Slow growth in revenues
Sales consultants don't have access to product in bulk
Volatility of direct sales
Weak control over sales consultants
Poor logistics and distribution channels
Opportunities
Higher demand for cosmetics
Demand for products that enhance self-esteem.
Threats
Economic environment
Competition (other brands)
Demand for substitute products (herbal and ayurvedic)
Changing regulatory environment
Weak infrastructure
Product
Trusted global name
Skin care, makeup, body care, perfume
Latest beauty advice
Makeup trends
Virtual makeover…...

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