Mary Kay Cosmetics

MARY KAY COSMETICS STUDY CASE WRITTEN REPORT | 1. Why has MKC not been as successful as Avon in penetrating international markets? Mary Kay and Avon are two similar companies cosmetic of direct selling in USA. But by 1992, international sales of Mary Kay represent only 11% on the $ 1 billion total, in contrast, Avon products derived over 55% of its $3.6 billion retail sales from international markets in 1992. Why? There are 4 reasons. The first is the strategy

Long proven experience in the cosmetic industry | Reliable, company born in 1963 | x | x | | | | | Mary Kay Ash Named one of the 25 Most Influential Business Leaders of the Last 25 Years by PBS and the Wharton School of Business in 2004 | Our products are sold in 35 countries | We know how to adapt and we are used to work with foreign distributors | x | | | | | | * A map showing the countries where our products are distributed * Since 1990, Mary Kay opened in more than 20 new markets

 Essential role in everyone’s life 450 European consumers/day. Constant innovations and new trends Cosmetics legislation Global market growing annually since 1990 but currently facing a slowdown. QUESTION: As we are facing nowadays more and more concerns about natural products, are we moving towards a new trend in cosmetic consumer behavior ? 3 Opportunities Political EU cosmetics directives. Threats Restrict product proposition and brand flexibility. Economic -Global market growing

of the cosmetics and perfumery market in Russia to be around US$7.8 billion, with potential to double in value by 2016. (Euromonitor) CA et unités en global Répartition et classement des secteurs Parfums Cosmétique Table 1 Sales of Beauty and Personal Care by Sector: Value 2004-2009 RUB million 2004 2005 2006 2007 2008 2009 Baby Care 3,165.9 3,766.6 4,491.9 5,287.3 6,107.7 6,858.1 Bath and Shower 18,582.9 20,017.1 22,101.9 24,897.3 28,754.8 29,832.6 Colour Cosmetics 26,180

Products Flood Men's Skin Care Arena II-6 Men's Anti-Aging Cream Gaining Ground II-7 Body Care Products for Men Witness Increased Demand II-8 Make-up Segment Offers New Opportunities II-8 Emergence of Male Grooming Products Segment in Fragrance and Cosmetics Industry II-8 Brands Adopt Newer Strategies II-9 Shaving Products Market - A Highly Competitive Market at Global Scale II-9 Table 1: Weekly Shaving Frequencies in Select Countries - Germany, USA, Poland, Russia, China, and India (includes corresponding

pour la première fois en 1988 avec une autre marque phare, Head & shoulders, Olay y présente des taux de croissance à deux chiffres depuis son introduction. La marque se diversifie en commercialisant d'autres marques comme Max Factor ou Cover Girl cosmetics. [pic] Bénéficiant donc de l'image de raffinement des Japonais qui est présente dans les grandes villes chinoises, Shiseido marque des points. Tout en essayant de comprendre les attentes des chinois, Shiseido met en relief son origine asiatique:

Listes des personnes rencontrées lors de l’élaboration du mémoire 70 Table des annexes 71 Management Summary During my internship at the French embassy in New York, I worked for the luxury consumer goods sector. I witnessed that the cosmetic sector has changed greatly and has many opportunities. This sector declined until 2004 and then it improved with an increase of 2.8% per year. They are several French actors in this American sector such as L’Oreal, Clarins and L’Occitane. To be

largest market for advertising 13 Online China enters new territory How the China Olympic Sponsorship Benchmarking System is helping Olympic sponsors measure their return on investment 3 8 China’s car market shifts into top gear Will China’s cosmetics market soon eclipse the United States? 9 14 How China’s taste for luxury is growing 15 Who are China’s favourite sports stars? The TNS China Sports & Sponsorship Barometer provides some insights 4 Insights into China’s elderly – the fastestgrowing

with brands. Subjects were asked to write down the personality traits that first came to mind when thinkingabouttwo brandsin three types of productcategories(as identifiedby Ratchford1987 in the Appendix; think-feel dimensions):symbolic (jeans, cosmetics, and fragrance),utilitarian (computers,electronics, and appliances),and both symbolic and utilitarian(automobiles, beverages, and athletic shoes).' The symbolic-utilitarian framework (Katz 1960) was used here and in subsequent studies as a systematic

elle décide de reprendre sa carrière d’avocate, qu’elle avait délaissée treize ans plus tôt. SONS OF ANARCHY Créée par Kurt Sutter Saison 2 - Episode 1 « Une vie de Chaos » et Episode 2 « Small Tears » réalisés par Guy Ferland et Stephen T. Kay Ecrits par Kurt Sutter Avec Katey Sagal, Ron Perlman, Charlie Hunnam, Kim Coates, William Lucking Contact: Relations presse M6 / Fanny Vidal - Tel: 01 41 92 27 15 - fanny.vidal@m6.fr Les « Sons of Anarchy » sont les membres d’un club de motards hors