purchased. Women want quality makeup for cheap prices, which they can get at their own convenience. Though makeup is sold through various media, in- store purchasing is the most common way to buy the product. With trends constantly changing and the value of self expression on the rise, makeup companies need to be aware of what products women want, and the easiest way to get it them.
The Industry Mary Kay is a brand people trust. Although Mary Kay has quality, long lasting makeup, it is not doing well in the makeup industry. The way of purchasing Mary Kay is different from its competitors and is not for those who wait until the last minute to buy mascara. Mary Kays At Play line is designed to target younger women, who are currently being targeted by competitors. Mary Kay can bring color and confidence to any woman who wears it, while being the quality product everyone desires.
The Brand Mary Kays biggest competitors are Avon, Maybelline, CoverGirl, LOreal, and Clinique. Mary Kays main competitor is Avon. Avon is typically targeted toward an older age group than our target audience, but sells their products the same way as Mary Kay, and ranks higher in sales. Maybelline, CoverGirl, LOreal, and Clinique are all sold in stores, something not offered by Mary Kay. By selling in stores, these brands are gaining the clientele who wait until the last drop of eyeliner is gone before purchasing another. Because of the convenience and cheap prices of these products, they are ranked higher and are better known than the Mary Kay brand. Advertisements of the four brands above have also been directed towards the age group of our target audience. Mary Kay is a quality brand, but is not as easily accessible as its competitors.
The Competition 2 3 The Target VALS: Makers, Strivers, Experiencers PRIZMs: Young Influentials, Mobility Blues
Jill is a freshman at a 4-year university away from home. She is constantly on social media, keeping up with high school friends and meeting new ones. Making all these first impressions, makeup is the last thing Jill wants to worry about. She likes to feel confident about herself and a factor in that is finding the right makeup for her. She is starting a new chapter in her life, and wants something to express herself.
Transitioning Teen VALS: Strivers, Experiencers, Achievers PRIZMs: City Startups, Bohemian Mix
Claire is a 22-year old recent college graduate, living on her own. She is having a hard time balancing the working world and her friends. A lot is changing in Claires like, and she is looking for something familiar to fall back on like her daily makeup routine. She wants something that can be adjusted for her plans for the day. A variety of colors and shades are essential for Claires busy life.
Lisa is a business-woman with a steady job. Trying to climb the corporate ladder, this ambitious, 25-year-old woman doesnt have time to think about little things throughout her busy day like makeup. She is on the go from when she gets up in the morning until her head hits the pillow at night. Lisa needs quality makeup that will stay on all day, and help her feel confident in her work.
Working Woman The target audience is women aged 18-25. These women are going through different stages in their lives and can use makeup for different reasons of expression. The audience should be split into three groups: Transitioning Teen (18-20), Adjusting Adult (21-22), Working Woman (23-25). Whether they wear makeup to express their mood, make it last all day or feel confident when meeting new people, makeup plays a major role in their day-to-day activities. Research shows women can sometimes look to makeup for comfort, as it is a personal, daily routine for most.
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The Target Waco-Temple-Bryan, TX Tallahassee-Thomasville, FL Lansing, MI Columbus, OH Lafeyette, IN Johnstown-Altoona, PA Santa Barbara-Santa Maria- San Luis Obispo, CA Phoenix, AZ Boston, MA Los Angeles, CA Austin, TX Syracuse, NY Philadelphia, PA Roanoke-Lynchburg, VA Atlanta, GA Sacramento-Stockton-Modesto, CA Detroit, MI Flint-Saginaw-Bay City, MI Harrisonburg, VA Peoria-Bloomington, IL-IN
College dmas?? 5 The Market Marketing Objectives: Increase awareness among female consumers ages 18-25 Increase positive perception among female consumers ages 18-25 Increase consideration for product purchase and for the Mary Kay business opportunity among female consumers ages 18-25
Strengths Weaknesses Opportunities Threats Developed an established, well respected brand Obtain a loyal customer base Employ more than three million IBCs in more than 35 countries Ranked number two in the beauty and personal care market Provide 100% satisfaction guarantee Includes skin care for all skin types and colors in product line
Is not sold in stores, only online or through an IBC Require attendance to a party to try makeup before purchasing Has little recognition within the target market Not easily purchased on impulse Perceived as a brand for older women
Use greater social media platforms to create awareness. Enhance the buying experience for target market by creating more convenient ways for purchase. Partner with online retailers for sampling purposes to reach target market
80% of purchases are store based, and only 16% are E-Commerce and Direct Selling Most in-store beauty products are ranked higher in the United States than Mary Kay Avon is a direct selling beauty product line ranked higher than Mary Kay in fragrance.
6 The Advertising Advertising Objectives To increase knowledge of the brand among the target market To position the Mary Kay brand as a way for members of the target market to define themselves and their actions in a way to express individuality. To present the Mary Kay brand as a makeup for all ages, not just older women. To expand the presence of Mary Kay among social media to better reach our target market We plan to advertise in the following: TV Magazines Internet Mobile Movie Placement ScreenVision Mall Displays