Mary Kay Inc., Company Analysis.

The Mary Kay Cosmetic was founded in 1963 by Mary kay and her son. She dedicated the on company

philosophy in order to improve life if women and make them financially independence. The business

philosophy that Mary kay used to better the company and keep life happy within employee by

understanding the value of life and its priority by implementing its rules, the faith first, family second and

career thirds. Today, the mark kay, Inc. is one of the largest manufactured and direct selling beauty and

personal cares product for both men and human in the world. Mary kay Inc. Is the private cooperation,

which cooperate headquarter is located at Dallas taxes. The company developed, test and produced over

three hundred thousand product test to ensure its quality add sold more then 34 countries around the

world. The company have policy of not using any kind of animals on its testing, exemplifies the company

principle prove its is socially responsible on the business.

The methods of production and products change frequently accordingly to the consumer wants, but the

Mary kay stick to its core business models of direct sealing marketing models. There are more then 3

million independence beauty consultant working under Mary kay in different parts of the worlds. Mary

kay get most of its revenue by direct sealing method. Mary kay belief on golden rules of “praising people

to success” by rewarding them for there achievement also boost the confident and motivation for there

consultant. The company also used relationship marketing, which allow consumer to build trust on brand

as it is necessary to sensitive cosmetic product industries. Mary kay have boost confident of women and

make them independence since its establishment, by preserving its gold rules and flourishing around the

world and improving lives of women around the world.

The beauty and personal care product are being necessity in life, so the consumer speeding habits o this

product is increasing. The demand is increasing as the competition on this market also increased by

globalization, any body can buy this product from any where from the world which was impossible to do
so 20 years ago. Mary kay Inc. is the promising industries and trusted brand in this segment of industries
but it has numerous challenge and opportunity in long run in this business
SWOT ANALYSIS
Strength
 Offer product to wide variety of the
consumer including men and
women.it can increase it sell through
focusing on this exiting customer and
expanding its market to new
customer.
 3 million independence beauty
consultant world wide. It helps build
trust of company and relationship
making through this consultant.
 Trusted brand with year of experience
in cooperate cosmetic market.
Opportunity
 Motivated younger generation women
in Mary kay culture. Can increate new
customer
 Rapid improve in marketing by
expanding different marketing option
such social media marketing. Its create
new image of the company in younger
generation
 Understanding the culture and
demographic of global population and
diverse it marketing strategic. It can
expand and sell products around the
world by adapting this culture.
Mary Kay Inc., problems analysis
Mary kay company is leaking behind on implementation of modern marketing strategic while comparing
to its rival company. The company is still using outdated marketing strategic. Many potential customers
Weakness
 Not easily assessable for normal
costumer. Other company product can
easily found in retails store, which can
be easily buy at convenient time.
 Lack of social media marketing
throughout any generation. Lack of used
of social media made company
unpopular among the younger
generation,
 Not adequate information about the
product to the potential costumer. New
customer cannot find information easily
as such as advertising or television
advertisement.
Threat
 More brand is easily available in store
and in online market. Every other brand
is available in every where, which are
easy to buy by typical consumers.
 Increasing competition in national
market with foreign companies. Foreign
company are interring north America
 Exiting well know brand are established
in younger generation, they already
have their brand choice so, it is hard for
Mary kay to get to this younger
customer.
don’t have ideas about quality of mary kay product and its value. The company have widened the market

around the world but unable to diverse it marketing strategic to attract ethnically and culturally

difference customer. Mary kay understand of target market of younger generation or (generation Y), but

lack on taking this product to there door. It in cooperate its product according to the want s of younger

generation but failed to reach out to them by using marketing strategic and delivering product through

stores and make it accessible to them easily.

Technology have vital role on shaping online business. The product that are produced around the world

can be purchase through online shopping. The increasing interest of younger generation on online

shopping and social media play important role in today marketing. Mary kay lack in understanding social

media marketing or any form of aspirational marketing through by using celebrity to send massage to

larger customer

Strategic marketing alternative for Mary kay

Mary kay should have used several alternative in order to increase their sale and expand brand image.

The alternatives are TV, magazine, newspaper ads, social media marketing and celebrity endorsement.

Alternative 1: using of TV, magazine and newspaper advertisement to reach broader audience and

attract the new customer to its product

Pros Cons
 Product information will reach out to  Expensive cost for Television
larger number of TV, newspaper and advertisement and other kind of
magazine audience. paper advertisement
 It attracts new customer towards the  Take away company principle of
product which will increase sell. direct selling

Alternative #2: social media marketing by using Facebook, twitter and Instagram etc. Create
company product mobile apps where customer can bye product online.
 Pros
 Product will reach out to millions of
internet user, which increase brand
image among younger generation
 There is increasing mobile user in
the country, mobile apps can help
them bye product from home.

Alternative #3: Using popular celebrity to endorsed and promote company product.
Pros
 Younger generation will have used
the product as they want to be like
celerity
 The brand will become popular
among younger consumer.
Cons
 Initial capital investment on
developing social media and mobile
apps
 Have to employee some one to
manage upgrade mobile apps and
marketing social media of company
according to customer wants
cons
 Expensive celebrity endorsement
fee
 It violet moral principle to
company, the fee can give extra
money to other women’s sales
associate to become finically
independence.

Recomondation:

The best alternative that will best serve Mary kay in current situation and future will be implementing
the social media marketing for its business model. Today the world is changing, recently Facebook state
that 1.3 billion people are in Facebook, and million of people are involved in social media such as twitter
and Instagram, another key function of this will be using mobile apps.The larger number of population is
transferring into smart phone around the worlds. Smart phone are being cheap in developing country
and its have dramatic increase in recent years, creating the mobile apps of company product allow
customer to by the product in home, it will reduced time and cost of traveling to nearest retail strore,the
future customer ,the younger generation are mostly unaware of this brand, using this social media will
create brand image on this younger generation .

Mary kay is using old way of marketing through independence consultant but increasing number of
younger generation, who will be the company future customer don’t have ideas about the brand and its
products. This generation is grown up with social media and express their opinion and ideas in this
platform. The online shopping is another way to buy product in younger generation, where they cannot
travel to any retails store and can buy what they want with there smart phone apps that developed by
the product company. Mary kay should use this alternative in order to be competitive in this industries
with other competitor as well it well increase and expand brand image which will increases company
sale and revenue, which make company better off and can existed another 50 more years more from it
competitor.

The steps company should use in order to implement this strategic is to create separate social media
marketing department, which will handle all social media and apps. The first company should create its
account on every social media as beauty production company and should promote their product by
giving its information regarding their advantage and price and product quality on there social media
pages. The target audience should be 10 thousand users per days, which will look to the product and
evaluate them, It should used this sites execratively by making videos, how product can makes different
in life. After one month, they can launch mobile apps of company in both IOS and android. The apps
should contain product picture, details about products, price and buying option immediately. Company
can create own delivery system by using its independence consultant by providing them means of
production, which help them to make relationship with those customer, where they can create more
sales. This way Mary kay can implementation this strategic in order to be competitive brand in the eye of
younger generation, their future customer.