Positioning Statement of Mary Kay - Case Study Example

This case study analysis paper provides an analysis of information and imperative points regarding the positioning statement of Mary Kay. Furthermore, Mary Kay focused on India as the Vice President of brand development believes that India is a large country where the growth of the product can be increased tremendously (Cateora 481).
Answer 1:The positioning statement for Mary Kay needs some more information should be added. The first thing which should be included in the target audience of India.

The audiences in India are both men and women; most of the consumer’s age group is between 25-60 men and women. There is a number of middle-class population is living in India. So, the target audience is the average middle class of the population. For that, the product category is divided into two. One is the grooming product, which includes body fragrances and spa. The other product is a beauty product, and it includes skincare cosmetics and color cosmetics. The other benefit of the product is that it has very affordable prices with high quality and high-value products.

Answer 2:
The one attracting formal positioning statement is “Men and women should focus on beauty and grooming product which increase self-confidence with a high-quality product at a good affordable price”.Answer 3:It will not be wrong to state that, Mary Kay is a globally recognized brand. As, it is a global brand, so, its products are manufactured in different countries of the world. The countries that manufacture the products of Mary Kay are Texas and Dallas in the USA, and Hangzhou in China.

Moreover, beauty and grooming products are sold in five continents and in 35 different countries all around the world (Cateora 481).

Answer 4:As India’s population is growing, so, the upper class of India is the most consuming class individuals are growing with over 500 million. The people of these classes are very optimistic, and the majority of consumers are young. They are the ones who promote consumerism enhance the luxurious life over the basic items. While focusing on the consumers and their feelings to target an audience, it has been noticed that in Indian culture promotion of beauty products can be successful because they want to live a good, perfect life for that they prefer to groom themselves.

So, it can be beneficial for the company’s venture into the developing market of cosmetics (Cateora 481). For the awareness of the brand and its performance, Mary Kay started a marketing operation for the product launch in India in 2007. Then, in 2008 the initial launch of the product was in Delhi. This city is known as the most populated city as it is the capital city of India. The other highly populated metropolis is Mumbai, so, the second marketing campaign runs in Mumbai.