MARKETING IN MARY KAY

By Jessica Tipton

P.1

* Some information in this presentation comes from outside sources *

WHAT IS INDEPENDENT STUDY

MENTORSHIP?
Independent Study Mentorship is a collegiate level course created for students to
gain professional experience with a willing mentor in a specific career field. The
students, with the help of their mentor, teacher, and personal research, will create a
project topic to showcase what they have learned through the study. This course is a
semester class but can be taken dual semesters for credit towards DAP. ISM also
requires an online portfolio, activity logs, and journal entries to keep track of
mentoring shifts, as well as different activities pertaining to the Independent Study.

BACKGROUND
Mentor: Mrs. Jessica Holzbach
Mary Kay Cosmetics
Future Executive Senior Cadillac Sales Director
Independent Study Mentorship: Spring Semester 2016
Mrs. Click RN

PINK BEE STUDIO

The Pink Bee Studio is not a Mary Kay store, but a meeting place for special events
and consultants to brush up on Mary Kay news
Weekly progress meetings are held at the studio
Contains a positive environment

WEEBLY SITE
www.jessicatiptonmk.weebly.com

KEY POINTS
Mary Kay History and Traditions
Basics of Marketing
Mary Kay Marketing Strategies
Survey Results
Collection of Artifacts

Product Demonstration

MARY KAY TRADITIONS AND HISTORY

Mary Kay Ash first created the company in 1963 located in Addison Texas, and was
originally named Beauty by Mary Kay. Her son, Richard Rogers, was her business
partner and is still a major influence in the company.
In 1976, Mary Kay appears on the New York Stock Exchange which validated the
growth of the company and its impact on women.
In 1996, the Mary Kay Ash Charitable Foundation was created (now known as the
Mary Kay Foundation)
Provides funding for cancer research primarily affecting women
Provides funding for domestic abuse victims and creating domestic abuse awareness
programs

MARY KAY PRODUCT PIONEERING

The TimeWise Miracle Set earned the Good Housekeeping Seal
3 in 1 cleanser
Moisturizer
Day solution
Night solution

The Mary Kay At Play Shadow & Liner won the Beauty O-wards eyes category
The Oil-Free Eye Makeup Remover won a beauty award in the Makeup category by
Vandidades
Mary Kay was named 2014 Readers Choice winner by totalbeauty.com in the
Standout Prestige Brand.

MARKETING
Goals of marketing:
To understand the customers needs to persuade them to buy a product.
Convince the customers to try out a new product or convince them to keep using a
product
Managing the flow of goods or services to the customer

Marketing activities include: product planning, new product development,

distribution of products, price setting, retailing, and advertising and promotion

DRIVING FORCES
Marketing forces are what effect the marketing environment and can effect a
business positively or negatively
Competition
Laws and Regulations
Economic/social conditions
Cultural factors

Customers have an immense amount of buying power that can change an entire
market

MARKETING MIX
Marketing Mix- the activities that a marketing firm can control to create a response it
wants from its ideal customer base, or target market
Product- what you are offering to a target market

Price- How much you are selling the product for

Place- The systems the products will go through to get sold
Promotion- How to get your target markets attention to sell the product and is a key
component to remove competition.
Positioning- How you present the product in stores to grasp the customers attention and
can refer to what a company becomes known for

PRODUCT
What you are offering to a target market
Types of products
Good
Service
Idea

Product Categories
Convince Goods
Shopping Goods
Specialty Goods

Unsought Goods

PRICE
How much you are selling a product for
Considered a competitive tool to give products a leg up in an industry
Determined by the cost of production, transportation, and advertising
Popular brands typically have a higher prices, but because of their popularity they
are still purchased by many people

PLACE
The systems the products will go through to get sold
Distribution Channel- the middle men that affect the company
Wholesalers- buy products from the manufacturer then sell them to retailers or straight to
companies.
Manufacture's Sales Branch- company owned business operations located separate from
the corporate headquarters or manufacturing site.
Agent Middlemen- brings together the buyer and the seller and earn money by
commission.
Direct Sales- sales personnel that travel directly to a possible client and earn money based
on the amount of product sold.

PROMOTION
How to get your target markets attention to sell the product and is a key component
to remove competition.
This can include sales on products or even advertisements

POSITION
How you present the product in stores to grasp the customers attention and can refer
to what a company becomes known for.
This can affect a companys creditability because it may not meet the customers
expectations in the area marketed by the company.

MARKET RESEARCH
Marketing Research- gathering information to learn
how to better promote the company and its products to
the correct buyers
Secondary Data- information that has been gathered from
an outside source
Primary Data- information collected personally and
intended for research of the product

Observation Method- watching peoples behavior in

a natural or artificial form
Experimental Method- splitting people in two
groups, giving different products, then measuring the
differences
Survey Method- best for getting specific information

MARKETING IN MARY KAY

Products are specialty goods
Markup is on the higher end
Direct Sales
Promotions include sales on bundles, limited edition lines, and free gifts when you
purchase with your consultants
Position is a womens skincare and cosmetic company
Primary Data: Questionnaire Survey Method

SURVEY
Purpose was to educate the public about marketing, buying power and how to create
a better businesses. Also I would like to break stigmas society has created against the
cosmetic industry.
Collected 35 responses from only women.
Used an online survey creator and collector: Survey Monkey

SURVEY DATA
Average age of participants was 37
27 participants have used Mary Kay products
23 participants have a positive opinion on Mary Kay
10 participants have a negative opinion on Mary Kay
10 participants learn about makeup application on YouTube

Majority of participants want a natural makeup look

Majority of participants want to focus on skincare

SURVEY CHARTS

ARTIFACTS
New Consultant Information Packet
February Events Calendar
Pictures of Mrs.Holzbachs Home Office
Sparkle and Shine Notes
Mary Kay Catalogue

Mary Kay Makeup Sample and Instructions

Types of Eye Makeup Looks Tutorial
Types of Brushes Information Packet
Mary Kay April Calendar

ARTIFACTS

PRODUCT DEMONSTRATION
To showcase the marketing strategy's, products, and ways to use the products, I have
created a makeup bundle using only Mary Kay cosmetics and skincare.
I have researched products, paired them with complementary products, and explained
why I bundled them together
I also created a face sheet by using all the products in the bundle

CONCLUSION
This mentorship was unique due to the incorporation of marketing and selling, and
customer service and focus on individual products. This really helped me by linking
the two concepts together.
As we learned in this presentation, marketing is the communication between the
company and the consumer. The primary goal of marketing is to attract customers to
buy the products. We also learned how Mary Kay uses marketing to promote their
newest, as well as their favorite pieces.
I am positive this mentorship will help me in the near future when I pursue a career in
this field.

THANK YOU!
I would like to thank my mentor for helping me learn about the incredible career in
the cosmetic industry.
I would like to thank my parents for giving me all the tools to progress in my
schooling and picking me up when Im discouraged
I would like to thank Mrs. Click for guiding me through the ISM course which helped
me decide my career path.
I would also like to thank my guests who came out to listen to my presentation.

BIBLIOGRAPHY
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<http://school.eb.com/levels/high/article/109821>.
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<http://www.smallbizu.org/m101/>.

"Log in." Britannica School. N.p., n.d.Web. 31 Mar. 2016.

<http://school.eb.com/levels/middle/article/275696>.
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