A review of the successes of the marketing strategies of the Mary Kay cosmetic company.
Written in 2006; 941 words; 37 sources; MLA; $ 33.95
Paper Summary:
This paper explains how the Mary Kay company has achieved substantial growth and market share due to its use of the Internet. This American based cosmetic company has managed to target women from all over and thus experience record sales even with the tough competition it faces in the cosmetic market. The author shows how online marketing speeds up sales; it allows customers to instantly view a catalog, see what is available and then place an order as opposed to having to visit a beautician, order a catalog and wait for it in the mail and then go and make the purchase. This ease of transactions thanks to the internet has helped Mary Kay Cosmetics gain a large part of the cosmetics market.
From the Paper:
"Mary Kay Cosmetics' main objective is to provide opportunities for women. While the desire to provide opportunities for women is admirable, it's not enough by itself to start a business. A product that fills the need of consumers is critical ( Kay, 1997). With the best selling brand of facial products for the last seven years, the company's product had to remain the best when there was so much competition. There are over 200 different cosmetic companies today that are competing for consumers, yet Mary Kay still continues to have the best selling skin care line in the industry year after year. Mary Kay is one the largest direct sellers of skin care and color cosmetics in the world and achieved another record year of 1.8 billion in wholesales in 2003. The company Independent Sales Force includes nearly 1.3 million Mary Kay Independent Beauty Consultants in more than 30 markets worldwide which has enabled the company to have double digit growth since it was founded in 1963 (Kay, 2003)."
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