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!