Post on 22-Jul-2016
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Mary Kay Ash History, goals and sales
How Penetrate
In India?
Ranking top 100 Direct selling
Chief,
Country manager
And other opinions
IM MAGAZINE JOSE CASTRILLÓN
FUKL
o Founded Mary Kay Cosmetics in 1963
o $5,000
o Richard Rogers
o $2.5 billion
o 35 markets
o Sales force 2 million
RANKING TOP 100 DIRECT SELLING BRANDS
S a le s M i l l . U S D
N r. C o m p a n y 2 0 1 4 2 0 1 3G ro w th
M i l l . U S DG ro w th %
1 A m w a y 1 0 8 0 0 1 1 8 0 0 -1 0 0 0 -8 ,5 %
2 A vo n 8 9 0 0 9 9 5 0 -1 0 5 0 -1 0 ,6 %
3 H e rb a li fe 5 0 0 0 4 8 0 0 2 0 0 4 ,2 %
4 M a ry K a y 4 0 0 0 3 6 0 0 4 0 0 1 1 ,1 %
5 V o rw e rk 3 9 0 0 3 7 0 0 2 0 0 5 ,4 %
6 N a tu ra 3 2 0 0 3 2 0 0 0 0 ,0 %
7 In fin it u s 2 6 4 0 2 6 4 0 0 0 ,0 %
8 Tu p p e rw a re 2 6 0 0 2 6 7 0 -7 0 -2 ,6 %
9 N u S k in 2 5 7 0 3 1 8 0 -6 1 0 -1 9 ,2 %
1 0 Jo y M a in 2 0 0 0 2 0 0 0 0 0 ,0 %
1 1 O rifla m e 1 6 8 0 1 9 5 0 -2 7 0 -1 3 ,8 %
1 2 A m b it E n e rg y 1 5 0 0 1 2 0 0 3 0 0 2 5 ,0 %
1 3 B e lc o rp 1 4 0 0 1 9 6 0 -5 6 0 -2 8 ,6 %
1 4 P rim e ric a 1 3 4 0 1 2 7 0 7 0 5 ,5 %
1 5 Tie n s 1 1 6 0 1 1 6 0 0 0 ,0 %
1 6 Te le c o m P lu s 1 1 0 0 1 1 0 0 0 0 ,0 %
1 7 N e w E ra 9 2 8 6 7 8 2 5 0 3 6 ,9 %
1 8 S t re a m E n e rg y 9 1 8 8 6 7 5 1 5 ,9 %
1 9 M ik i 8 6 8 7 8 3 8 5 1 0 ,9 %
2 0 Y a n b a l 8 5 6 8 4 8 8 0 ,9 %
O t ra s 2 4 4 4 8 2 1 7 7 6 2 6 7 2 -
Growth 2014 vs. 2013
RANKING TOP 100 DIRECT SELLING BRANDS
S a le s M i l l . U S D
N r. C o m p a n y 2 0 1 4 2 0 1 3G ro w th
M i l l . U S DG ro w th %
1 A m w a y 1 0 8 0 0 1 1 8 0 0 -1 0 0 0 -8 ,5 %
2 A vo n 8 9 0 0 9 9 5 0 -1 0 5 0 -1 0 ,6 %
3 H e rb a li fe 5 0 0 0 4 8 0 0 2 0 0 4 ,2 %
4 M a ry K a y 4 0 0 0 3 6 0 0 4 0 0 1 1 ,1 %
5 V o rw e rk 3 9 0 0 3 7 0 0 2 0 0 5 ,4 %
6 N a tu ra 3 2 0 0 3 2 0 0 0 0 ,0 %
7 In fin it u s 2 6 4 0 2 6 4 0 0 0 ,0 %
8 Tu p p e rw a re 2 6 0 0 2 6 7 0 -7 0 -2 ,6 %
9 N u S k in 2 5 7 0 3 1 8 0 -6 1 0 -1 9 ,2 %
1 0 Jo y M a in 2 0 0 0 2 0 0 0 0 0 ,0 %
1 1 O rifla m e 1 6 8 0 1 9 5 0 -2 7 0 -1 3 ,8 %
1 2 A m b it E n e rg y 1 5 0 0 1 2 0 0 3 0 0 2 5 ,0 %
1 3 B e lc o rp 1 4 0 0 1 9 6 0 -5 6 0 -2 8 ,6 %
1 4 P rim e ric a 1 3 4 0 1 2 7 0 7 0 5 ,5 %
1 5 Tie n s 1 1 6 0 1 1 6 0 0 0 ,0 %
1 6 Te le c o m P lu s 1 1 0 0 1 1 0 0 0 0 ,0 %
1 7 N e w E ra 9 2 8 6 7 8 2 5 0 3 6 ,9 %
1 8 S t re a m E n e rg y 9 1 8 8 6 7 5 1 5 ,9 %
1 9 M ik i 8 6 8 7 8 3 8 5 1 0 ,9 %
2 0 Y a n b a l 8 5 6 8 4 8 8 0 ,9 %
O t ra s 2 4 4 4 8 2 1 7 7 6 2 6 7 2 -
top
11 %
Some Awards & Honors
Some Awards & Honors
Products
Products
“Mary Kay’s corporate objective is not only to create
a market, selling skin care and cosmetics; it’s all
about enriching women’s lives by helping women
reach their full potential, find their inner beauty and
discover how truly great they are.”
KK Chua, President, Asia-Pacific
“transformational and aspirational” VP of Brand/Sheryl Adkins-Green
How Penetrate
In India?
“For Mary Kay to be successful in
India, the company had to build a brand, build a sales force, and
build an effective supply chain to
service the sales force.”
Mary Kay initiated operations in India in September 2007 with a full marketing launch in early 2008.
Growth opportunities in
Asia-Pacific markets Australia, China, Hong kong, India, Korea,
Malaysia, New zealand, The Philippines
Singapore and Taiwan
China: o 25 % annual sales Mary Kay Inc. Worldwide sales
o 1995, 200.000 “Beauty Consultants” o Empowerment and feminity
Building a Brand Building a Sales Force Creating a Supply Chain
“There is a tremendous opportunity for growth,” says Sheryl Adkins-Green. India represents a particularly attractive opportunity. Developing the brand and brand portfolio and specifically formulating products for Indian consumers will require her attention to brand positioning and brand equity.
1. What information should be included in a written positioning statement for Mary Kay? o “Women, it's time for a
change, first individually, then family and finally overall”
2. How would you draft a formal, written positioning statement for Mary Kay using the information detailed in question 1? o Understand the problem o create a motivational and
entrepreneurial program o perform constant monitoring and
review progress o unconditional support
3. Is Mary Kay a global brand? Why or why not? Yes, because as indicated in International marketing ⁄ Philip R. Cateora, Mary C. Gilly, John L. Graham. — 15th ed. (p. 21-22) “which more than half its sales revenues comes from abroad. Marketing Global Marketing operation—organizational structure, sources of finance, production, marketing, and so forth—begins to take on a global perspective ”
February 18, 2013 Dear Independent Sales Director,
After extensive thought and discussion, I wanted to make you aware that we have
made the difficult decision to close Mary Kay
India. The decision to close our operations in
India comes after great consideration and an
extensive evaluation of market performance
and future potential for long-term sustainable growth (…)
Darrell Overcash President, Mary Kay U.S.
Thanks!