Provide a 2 pages analysis while answering the following question: Video case. Prepare this assignment according to the guidelines found in the APA Style Guide. An abstract is required. College: Mary Kay Branding in India Mary Kay is one of the biggest direct suppliers of skin care and colour cosmetics withsales worth over 2.5 billion across five continents. Mary Kay was introduced in India in September 2007.The Company’s observes a golden rule: “Do unto others what you would like them to do to you.” This culture goes beyond religion, geography or culture (Mc Graw Hill).
# Question 1
According to the chief marketing officer, Rhoda Shasteen, Mary Kay needed to observe the following in order to be successful. First, the company needs to attract women to sell and to sample the products to women in the community. This would enhance creation of a sales force. Secondly, Mary Kay had to come up with the right products for the Indian market. This is important for brand creation that is identified with a certain quality and value. Finally, a good infrastructure or supply chain process would be essential in order to allow the company to be profitable in the market. A good supply chain would be vital for servicing the sales force.In order for the Company to ensure that it remains profitable it had to produce products specifically and exclusively for the Indian market. They also had to work with local manufactures to ensure that they qualified in production of quality Mary Kay products.
# Question 2
The brand building in Indian market involved product mix and pricing which involved the following four brands. The company had to keep offering simple and skin care focussed products for the sales force in India and for a new operation. Secondly, the company had to keep the products price friendly while conveying quality and value as compared to the competitors. Third, it was important to ensure that they avoided products that would phase out shortly after the launch of the company. Lastly, the company had to address the key products categories of skin care, colour based cosmetics and body care that suited the Indian market. The mentioned guidelines were important in ensuring that average middle-class consumers would be able to access the products by meeting the local needs and expectations. Additionally, affordability and value for the products was achieved, by focussing on what the market wanted. The guidelines were also important in ensuring that they maintained many months of inventories after establishing the product in India.
# Question 3
Indian market faces similarity with that of China in that they both have a large population. Currently, India is estimated to have a population of about 1.1 billion people with a ten year projection estimated to surpass the population and market size of China. On the other hand, India and China have a difference in the infrastructure sector. The Indian infrastructure is not well developed and its development is slow-paced due to their democratic system. This is a system that requires various consultations with various people when a road needs to be constructed. On the other hand, the Chinese infrastructure is good and any development is immediate with major consultation. Also, the two differ with the level of middle class, in India being referred to as the aspiring Indians.
# Question 4
One of the emerging needs for the Indian market is the Company being ready with the rights products for the growing economy. The Company anticipate how quickly the market is developing which makes it an opportunity for Mary Kay if they will be able to provide what the future women will want and afford. Also, the population is overwhelmingly optimistic and young which pushes for consumerism. Lastly, the emerging large number of working women in the market will give a boost in the sales of cosmetics, fragrance, and skin care products.
Mc Graw Hill. Building a Brand in india: Mary Kay way. 2011. 24 10 2014 .