Mary Kay Cosmetics: Asian Market Entry
Case Study
International Marketing 466
Curran Dandurand, the senior vice president of Mary Kay Cosmetics Inc.’s (MKC) global marketing group is considering how to expand the company’s international operation. She is debating which elements of MKC’s culture, philosophy, product line, and marketing programs might be transferable both in general and in particular in respect the China and Japan, two major Asian markets in which MKC does not have a presence. Dandurand must decide whether to enter either or both of these markets (or neither) and, if so, what marketing entry strategy to pursue.
This case gives your global marketing team the opportunity to: 1) explore why two
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What was your funding amount methodology? How would you allocate your budget according to the 4P’s?
Answer questions 1,2 & 3 by the beginning of class November 26. Limit your writing to a maximum of 3 1/2 pages. The questions 1, 2 & 3 are to be individually turned in and a copy shared with your team. Since the presentation is a team assignment, you must prepare this assignment at 120% of each of you individual capabilities and efforts. Please prepare an introductory title slide with the team’s name, the individuals on the team, title of the presentation and the date. Please make a hard copy before the date of presentation to turn into your instructor. I suggest you read all the information on my website and in your Developing Effective Marketing and Communications & Plans.
Have fun and use your
Question 2: Describe the methods for marketing planning, including business portfolio analysis, the Boston Consulting Group market
Kerin, R. A., Hartley, S. W., & Rudelius, W. (2013). Marketing. (11th ed.). New York, New
I. Executive Summary II. Situation Analysis o Market Summary Target Market Demographics Geographic Demographics Behavior Factors Market Needs Market Trends Market Growth o SWOT Analysis Strengths Weaknesses Opportunities Threats o Competition o Product Offering o Keys to Success o Critical Issues III. Marketing Strategy o Mission o Marketing Objectives o Financial Objectives o Target Markets o Positioning o Strategies o Marketing Mix o Marketing Research o Action Plan IV. Financials o o o V. Controls o o o VI. Summary Implementation Marketing Organization Contingency Planning Breakeven Analysis Sales Forecast Expense Forecast
What are the specific marketing activities – tactics ‐ for the campaign? How will you execute each tactic?
For week four Learning Team A has chosen scenario one to focus their team assignment around. Team A has also decided to create a storyboard and PowerPoint as their catalysts to present their work. The objective was to create an electronic advertisement to attract consumers to the restaurant and a print advertisement to help support the new brand identity with a younger male demographic. Through this process it was learned that it is important to have a strong advertisement strategy and message strategy to help pin-point the exact demographic you want to target, and what type of message you would want to use to obtain their business. Lastly, the role that media convergence played in the decision making of the group will also be discussed.
P5 - Design a promotional campaign for a given product/service to meet the needs of a given campaign/creative brief.
The third table is to outline some of the activities we might find at each stage of the marketing process; this is brief summary of the importance of the different stages.
1. To what extent is a global approach to international marketing appropriate to firms in the Asia-Pacific?
In “P&G Japan: The SK-II Globalization Project” case study, the author Christopher Bartlett presents the P&G’s plan of pushing SK-II as a global beauty product. In late 1999, Paolo de Cesare, President of Max Factor Japan, had given an idea to the Global Leader Team (GLT) of P&G’s Beauty Care Global Business Unit (GBU) that whether it was a good idea for pushing SK-II to become a global P&G brand. Since the product was successful in Japan ($150 million in sales in 1999), P&G then was considering in expanding its SK-II to be distributed worldwide. There was also an effort of the Global Growth strategy of P&G at that time as an influence factor to
Mary Kay products have been seen to sell in more than 35 markets expanding across 5 continents. Mary Kay’s sales force exceeds 2 million globally with potential markets such as the Indian and Asia- Pacific areas that represent extensive growth opportunities. Mary Kay is focused on expanding into the Indian Market, due to its large population and market size. With the large population of middle class growing to a total of 500 million individuals will give Mary Kay the opportunity to build their brand and attract this demographic of consumers. Amongst the population that is averaging at 26 years of age consists of a growing number of women seen as highly optimistic candidates who have contributed to an increase in consumption
4. Kotler & Armstrong (2004), Principles of marketing, 10th edn, Pearson Education International, New Jersey.
Question 4. Write an outline marketing plan, focusing on product, price and promotion for the launch of CMF as a global brand. Provide
In a world where consumer demands change as quickly as advances in technology and communication, it is no wonder that companies are entering into a global market. In order for companies to stay on top and be the best in their industry, it is no longer enough to exclusively sell to a domestic market. The real challenge for companies remains in their ability to successfully market their products abroad. While some basic principles of marketing remain, such as consideration of price, promotion, place, and product, a whole other set of rules is introduced when speaking of international marketing. (International Marketing, 2002)
3.4: Illustrate how promotional activity is integrated to achieve marketing objectives. Explore promotion mix, push and pull strategies.