Marketing Plan - Phase I

Essay by rvr410University, Bachelor's April 2007

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IntroductionMary Kay Inc. has been a driving force in the cosmetic industry for over forty years. By empowering women world wide with financial independence through the sale of these extraordinary products, Mary Kay has become a house hold name by addressing the needs of its consumers. With that said, Mark Kay Inc. will be launching a product that will address the need of facial skin care for men. Vivid Sport facial scrub is the answer to a question that has been long awaiting an answer; "What about us?" In the following analysis, there will be an overview of the company, a description of the product, an explanation of importance, a SWOTT analysis, followed by a marketing research approach. This will outline the corporate marketing plan for Vivid Sport.

OverviewMary Kay Ash founded Mary Kay Inc. on September 13, 1963. The world head quarters are located in the Dallas suburb of Addison, Texas.

"The vision of Mary Kay Cosmetics is to "provide women with an unparalleled opportunity for financial independence, career and personal fulfillment" and "to achieve total customer satisfaction by delivering the products and services that enhance a woman's self-image and confidence." Mary Kay Cosmetics sells a range of skin care products through half-a-million or more independent salespeople worldwide, also known as "beauty consultants" or independent beauty consultant. These beauty consultants sell their products directly to consumers, often using Mary Kay Cosmetic's parties or shows. The product line consists of more than 200 beauty products, including skin care, cosmetics, fragrances, sun protection products, body care, and a new men's skin care line coming out in may. Mary Kay cosmetics are sold worldwide. The company is well known for offering new cars to its top selling independent beauty consultant or sale directors, along with other prizes. Mary Kay Inc is...