Client's Requirements - Mary Kay Inc

Client's Requirements

Mary Kay Inc. is a well-recognised skin care and cosmetics brand worldwide with struggling image to reach younger consumers. Mary Kay wishes to ensure that their brand remains prominence of customers mind and that opportunity being offered to women to start a Mary Kay business remains attractive in the industry. The company seeks advices on strategies to improve their image and visibility developingthe brands more contemporary for Generation Y (born after 1982) consumers and also potential Independent Beauty consultants. In order to be competitive in the cosmetic industry, Mary Kay will need to identify the needs, wants, characteristics and requirements of the Generation Y consumers which will hence provide a brand that is appealing to the targeted consumers. Additionally, the company must recogniseall aspects and drivers of the Mary Kay experience. This will assist in attracting and retaining Independent Beauty Consultants of Generation Y.

To ensure that Mary Kay accomplishes the above, our team Synergywill prepare and develop a business plan that accommodates the company's issues: demands and needs of younger generation and assuring that Mary Kay experience is appropriate to Generation Y demographic. Our business plan will incorporate the following components:

Generation Y needs, wants, characteristics and requirements

Needs

Generation Y needs, wants, characteristics and requirements

Needs

Generation Y, some of them just step into society, and some people already get their own business. They dare to try diversity, modern and novel things. For the former, Mary Kay can apply simply skin care stuff. For the latter, Mary Kay can provide systematic skin care series.

Wants - TINA

Characteristics - BRIAN

Requirements - TRACIE, TINA, BRIAN

Y people like to buy fashionable stuff, but they are not blind. Shopping online is the most popular way for them to choose what they want and they can buy anything from the retailers directly.Direct selling is easy for consumers to compare price, sales and reputation. The selling method of Mary Kay is accord with their needs.

SWOT Analysis

As mentioned in the Mary Kay project proposal, a SWOT analysis should be included and could be broken into four areas: The Brand, Product portfolio, Career path and Communication channel and Brand message. Synergy have selected members that expertise on each areas.

SWOT - Consumer related SWOT - Independent beauty Consultants

 Mary Kay Brand - Is it well-recognised?  Mary Kay Brand - Does it attract?

 Mary