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DRIVEN BY BEAUTY
Maria Anaya, Cristina Flores, Malik Kairouani, Alba Nushi, Briana Rickman, Shalia Stockstill
"Dont limit yourself. Many people limit themselves to what they think they can do. You can go as far as your mind lets you. What you believe, remember, you can achieve. Mary Kay Ash Founder of Mary Kay Cosmetics, Inc.
Table of Contents
Executive Summary 4 Research 5 Mary Kay Direct Selling Target Market
Sorority girl Working girl
Media 18
Budget 35
Executive Summary
This report was commissioned to examine methods to engage 18-25 year old millennial women in the Mary Kay product line and employment opportunity. The research draws attention to Mary Kays positioning challenge with this target market, as millennial view the brand as older, classic, and made for housewives. Millennial beauty spending is lower than the average spending habits of the Mary Kay consumer, thus further marginalizing millennial from the brand. Finally, the target market does not find the in-home party model championed by the Mary Kay sales force appealing. Situational assessment and market research identified positioning, price, and distribution as the main issues restricting product sales to millennial. Mary Kay has an image problem: the younger generation of girls has negative feelings toward the brands sales model and perceived product quality. Of particular issue is the association the brand has with middle-aged women. Repositioning the brand out of the home and into the modern workplace is essential for targeting the millennial female.
Objectives
Attract a younger audience Raise awareness about Mary Kay products to
young women Change Mary Kays reputation as a brand for moms and housewives Develop a more fun, young and stylish look for the ads and website. Incorporate younger IBCs to attract target audience Focus more on social media platforms
It is recommended: 1. That Mary Kay take immediate action in reframing its workforce as a source of information and expert professional guidance that considers all aspects of a womans professional image. 2. That Mary Kay pursue strategic partnerships with national sorority houses to develop a relationship with key organizations with national reach.
RESEARCH
Consultants More than 39,000 women across the world are Independent Sales Directors, the highest status within the independent sales force Mary Kay Inc.s global wholesale sales are $3 billion. Third largest direct seller of these products in the world behind Avon and Natura Cosmetics Ranked 17th in the total global Beauty and Personal Care market in 2012, with a 0.9% market share
Euromonitor. Mary Kay Inc. in Beauty and Personal Care." Passport GMID. Web. 22 Nov. 2013 . Mary Kay - Company Quick Facts." Company Quick Facts. Mary Kay Inc., n.d. Web. 22 Nov. 2013. <http://www.marykay.com/en-US/About-Mary-Kay/CompanyFounder/Pages/Company-Quick-Facts.aspx>
RESEARCH
from a fixed retail location, marketed through independent sales representatives referred to as consultants, distributors or other titles. Direct selling can be conducted one-on-one, in a group or party format, or online. Mary Kay and Avon Products remain the top two players in direct selling with 8% value shares each in 2012 While the most prevalent form of direct selling is person-to-person, the party plan format is growing in popularity
"About Direct Selling." Direct Selling Association - Ethics, Trust, Confidence. Direct Selling Association, 2013. Web. 22 Nov. 2013. <http://www.dsa.org/about/?fa=direct-selling-411>. Euromonitor. Direct Selling in the United States." Passport GMID. Web. 22 Nov. 2013.
RESEARCH
SWOT Analysis
STRENGTHS
Strong worldwide presence Diverse product line Mass brand and model
Online Survey Results My mom buys Mary Kay but Ive never tried it. I think Mary Kay sells a lot of anti wrinkle creams and skin care for older people Ive never heard of Mary Kay before.
14
WEAKNESSES
Number of responses
12 10 8 6 4 2 0 Too mature Difficult to Too Low quality Unaware of purchase expensive brand Why do you not wear Mary Kay cosmetics? Other 18 19 20 21 22 23 24 25
OPPORTUNITIES
THREATS
Consumer sophistication Online commerce
Survey Euromonitor. Mary Kay Inc. in Beauty and Personal Care." Passport GMID. Web. 22 Nov. 2013.
RESEARCH
Our target market is tech savvy, driven, and wears makeup nearly every day
Over the past months we have conducted primary research through 2 surveys- one on our target markets makeup usage habits and the other on our target markets online shopping habits. These surveys were distributed online via social networking websites such as Facebook, Twitter, and Reddit. These outlets allowed us to receive diverse responses from various locations in the US, especially the southern and mid-western states. Sorority Girl
18-22 years old
Digital native
Working Girl
23-25 years old
Driven & ambitious Confident in makeup
20
Amount of Makeup Users
15
10 5
0
18 19 20 21 22 23 24 25
According to our online survey, 70% of 18-25 year old females use makeup either daily or several times a week. Upon further research, we found the reasoning behind wearing makeup was divided between 1822 year olds and 23-25 year olds. Most 18-22 year olds use makeup everyday in order to get ready for class or going out on weekends. Most 23-25 year olds also wear makeup daily however those who dont, normally wear makeup only during the work week. We then decided to segment the market by age range and lifestyle- sorority girl and working girl.
RESEARCH
sorority is to become more involved and have opportunities for leadership development, through mentoring from upperclassman and eventually mature adults, such as alumni. Sororities structure and formalize bonds among women, institutionalizing women's friendships and legitimizing close and caring relationships between women. As a result, they encourage a certain solidarity among their members. Sororities can be described as a primary associative reference group. Associative reference groups include people who more realistically represent the individuals current equals or near-equals. Primary reference groups come with a great deal of influence. These sisterhoods have a hierarchical social structure in which all the members share similarly shared beliefs of values, unique jargon, rituals, and modes of symbolic expression 15% increase in nationwide membership 655 campuses in the U.S. and Canada, 3,078 undergraduate chapters, 302,792 undergraduate members
Cory, Anita J. "The Influence of Fraternity or Sorority Membership on the Leadership Identity Development of College Student Leaders." Washington State Univeristy (n.d.): n. pag. Print. Handler, Lisa. "In the Fraternal Sisterhood: Sororities as Gender Strategy." Gender and Society 9.2 (1995): 236-55. Print.
RESEARCH
Meghan 21 years old Junior at University of Missouri Kappa Delta VP of Membership Why do you use makeup? I feel more confident speaking in front of people when I have my make
up done. It makes me look more put together.
RESEARCH
Who is she? 20-25, lives in the suburbs or small cities Works in a female dominated industry
PR/Marketing/Magazine/HR
Bosses Admit They Would Discriminate against Women Not Wearing Makeup." The Telegraph. Telegraph Media Group, 17 Oct. 2013. Web. 19 Nov. 2013. ENews, Women's. "Are You Working in a Women Dominated Industry?" Forbes. Forbes Magazine, 05 June 2012 Web. 19 Nov. 2013. Frazier, Mya. "The Reality of the Working Woman." Advertisingage. Meredith, n.d. Web. 19 Nov. 2013.
RESEARCH
Virginia 22 years old Writer at Womens Health Pittsburgh Why do you use makeup?
I like to use makeup because it makes me feel confident and ready for the day.
Primary Message Mary Kay is a brand for young women that value sisterhood, community and personal growth.
Tagline Women on the move. Tone Fun, professional, sisterly, modern
Positioning Statement The Mary Kay salesforce of IBCs are motivated, professional women with good business sense that support the career advancement of all women.
MESSAGING EXECUTION
MEDIA
and our target age being millennia's they tend to spend a good portion of their time online. Our idea is to create a micro-site dedicated to user generated content, and what is trending. We are going to stay on top of todays trends and beauty. Ages 18-25 see Mary Kay the brand as an older women company. This is what we need to change. From the primary research we collected we found out that more than half of the women that took our surveys from ages 18-25 use the internet to purchase beauty products.
MEDIA
an article written by AMP Agency created this graph comparing generational differences.
MEDIA
Thom File, shows the percentages of computer and internet use in the American household though the years 1984 up to 2011 As you can see from the chart the dramatic increase in both computer and internet use.
File, Thom. "Computer and Internet Use in the United States." Http://www.census.gov/. N.p., May 2013. Web
MEDIA
newspapers, magazines, newsletter, booklets, flyers, direct mail to tablet magazines, microsites, social media and apps. From the website http://advertising.about.com/od/advertisingglossary/g/PrintAdvertising.htm the article Print Advertising written by Paul Suggett he states;
MEDIA
Microsite: Drivenbybeauty.net
Includes: Ads and Commercials YouTube vloggers (sponsored) Weekly makeup tutorial challenges in the winter (6) between all 3 vloggers watchers vote on microsite Winner: 5 voter winners a week (swag bag and gift bag), cash prize for sponsor Challenges: sorority rush look, formal look, everyday class look, pin up, holiday party, valentines day date look, Bloggers (Sponsored ) Will be within 23-25 enjoy reading instead of watching Weekly makeup tutorial challenges in the summer (6) between 3bloggers readers vote on microsite Winner: 5 voter winners a week (swag bag and gift bag), cash prize for sponsor Paying sponsor, free makeup Challenges: first interview, first date, wedding look, night time look, summer glam glow, bbq/picnic look Coming event schedule Beauty & fashion tips Health & fitness advice Contact an IBC
MEDIA
The Mary Kay Microsite blog page will consist of popular guest bloggers sharing makeup tips and tricks
Examples of guest posts:
The craziness that goes into finding the perfect shade of foundation!
How long have you been trying to figure out what the perfect foundation for your skin tone is? Have you put on a foundation that makes your sink dry and peeling? Well Mary Kays new foundation has come up with a moisturizing foundation that will match 100 more skin tones than the leading brand.
MEDIA
and vloggers will be our main focus for the site. We have targeted YouTube vloggers bloggers that reach hundreds of thousands of viewers/readers to sponsor Mary Kay. We will give them a salary to make weekly vlogs and blogs for the microsite. Two ideal vloggers are Sarah Belle (sarahbelle93x) and Taylor (kissndMAKEUP). Both women attend college and reach many young women through their YouTube, twitter, and blog sites. Another ideal YouTube vlogger is 24 year old undergrad student, Ingrid Nilsen. She has a little over 1 million YouTube subscribers which allows us to bring more awareness to Mary Kay.
Lunden, Ingrid. "If Content Is King, Multiscreen Is The Queen, Says New Google Study." TechCrunch. N.p., n.d. Web. 27 Nov. 2013.
Youtube Vlogger 1
MEDIA
http://www.youtube.com/user/missglamorazzi
YouTube vlogger: missglamorazzi Ingrid, 24 years old from California Graduated from MODA at the University of Chicago Over 1M followers Makeup reviews, makeup tutorials, outfit of the days, GIY (Glam It Yourself)
Nilsen, Ingrid. "Missglamorazzi." YouTube. YouTube, n.d. Web. 27 Nov. 2013.
Youtube Vlogger 2
MEDIA
YouTube vlogger: Sarahbelle93x Sarah, 20 years old from Kentucky Junior at Northern Kentucky University, Kappa Delta Over 260k followers Clothing hauls, makeup reviews, makeup tutorials
Sarah "Sarah Belle." YouTube. YouTube, n.d. Web. 27 Nov. 2013.
Youtube Vlogger 3
MEDIA
YouTube vlogger: kissndmakeup Taylor, 20 years old Sophomore in college, model 30k followers Makeup reviews, follow me around, outfit of the days
MEDIA
Bloggers
Cara Brook, 26 http://www.maskcara.com/ 2.5 million monthly page views Won Allure Blogger of the year
Julie Sarinana http://sincerelyjules.com/ 3.2 million monthly page views Published in Glamour, Elle, & Lucky
MEDIA
Commercial Advertisement
We believe to connect with our target market, (women 18-25) we
need to tell a story. When first entering the microsite across the screen will play a video clip. This video will show the intimidate times a girl has experienced with her first times in her life. From having her first make-up lessons from mom all the way to attending her first prom. This story highlights the most important times in a girls life. Mary Kay will always be there for those special moments. Each of the three commercial will be dedicated to each one of our vloggers- Sarah, Ingrid, and Taylor. The commercials will be about important times in each one of the vloggers life and will show them using Mary Kay to get ready for there first time event. These commercials will play in the Fall season for 6 weeks. Aired during 2 Broke Girls, Mindy Project, Vampire Diaries, Hart of Dixie
MEDIA
McEleny, Charlotte. "Most Young People Are Open To Brands On Social Media." New Media Age (2009): 04. Business Source Premier. Web. 2 Dec 2013<http://search.ebscohost.com/login.aspx?direct=true&db=buh&AN=45449986&si>
MEDIA
Facebook
Campaign page Theme and pictures coming straight from the microsite Question of the week about beauty in general
(Example: What is the vitamin necessary for complexion?) Special prizes that can be collected with their local IBC. 52 winners Gatherings' pictures submitted by IBCs Promote upcoming parties.
"Renault Targets Young Drivers Via Facebook Quiz App." New Media Age (2010): 8. ProQuest. Web. 2 Dec. 2013. http://www.businessweek.com/news/2012-06-12/facebook-marketing-ads-lead-users-to-buycomscore-says
MEDIA
Pinterest
Encourage IBCs to have their own Pinterest boards Have a campaign Pinterest page Create different boards for all 6 areas: skin care, color, nails,
body, hair
To be shared: - Pictures of products - Tutorials videos - Inspirational pictures - Inspirational quotes related to our campaign
MEDIA
Instagram
Competitions using specific HashTags
the competition and come pick-up your prize from your local IBC!
15 winners
Shields, Ronan. "Jaguar Eyes Younger Audiences with 'Largest-Ever' Instagram Series." Marketing Week (Online) Nov 27 2013ProQuest. Web. 2 Dec. 2013<http://search.proquest.com/docview/1462059349?accountid=13044>.
MEDIA
reach/too complicated
Fitzgerald, Kate. "Amex Targets Young Adults With Social Media Iphone App." Cardline 10.40 (2010): 25. Business Source Premier. Web. 2 Dec 2013<http://search.ebscohost.com/login.aspx?direct=true&db=buh&AN=53973645&si>
Total:
$5,002,000