Global Marketing

Case of study: Mary Kay India, The hair Care Product Line Opportunity
Questionnaire.
1). How would you characterize the branded and packaged Indian hair care category in
2010?
On a market with habits of consumption very individuals, studies demonstrate that the vast
majority of the hair care consumers in India are unsophisticated, the consumers of rural areas
dont use the shampoo and conditioner a lot because they are accustomed to using natural oils
for hair care, between other products substitutes. The principal consumers who use these
products are those of the urban zones. In spite of these criteria it is said that it is a market that
this in growth, due to the fact that companies are appearing with segmentations in categories for
expander his brands and portfolios of product.
Mary Kay India has a dilemma between which quantities of sachet or bottles must deliver him
every seller to realize the management of sale, I think that this must decide according to the
needs of the clients to visit. Investigations to affirm that 60 % of the sales of the Shampoo comes
from the sachets and this is understandable due to the fact that the consumers who major
consume sachets are those of rural zones and the bottles urban areas. This is going to depend
on the habits of consumption of the product, purchasing power of the consumers.
2).How would you assess the fit of a hair care product line with Mary Kays offering in
India?
In this case we can say that to the being a market in growth and with high levels of competition
Mary Kate must be planning like his market making grow and obtain the differentiation elements
before the existing competitors. This aspect would achieve it extending the portfolio of products of
the line very well accompanied of activities of promotion and advertising that show the attributes
of my products and designing a plan that he contemplates recognized stylists offering
demonstrations of since the lines of products using for excellent results.

3). what is the market potential for a hair line marketed by Mary Kay India?
The potential market of line of hair they are women and men with ages understood between 25
and 54 years and his target is middle-class. His target market is those consumers who prefer
using soap for the care of his hair. Promotional efforts must be realized to be catching these
clients and to persuade at the rate of habits of consumption and to obtain positioning brand.
4). At what dollar sales volume will the Mary Kay India hair care line be profitable?
The market of personal care in India grew 57 % between 2005 and 2009 and it thinks that for
2010 and 2014 there will be a growth of 50 %. The total of the market of sales was 83 % of which
25.2 % corresponds to the care of the hair. In order that the line is a profitable debit to compete
strongly with Unilever that has a third part of the market share and to try to be positioned in the
top ten hair care company market, the success will be in the correct segmentation and sales
force. The line will be profitable if it obtains a market share between 7 % and 9 % in a stage of
initial. With these percentages it might recover the initial investment and positioning is obtained.

Begins with the information that give us the article we can determine a sales forecast and after
calculate the sale price and finally obtain the profit we can determine that our revenue for product
is based in a 40% for cover the cost and have profitability.
5).Should Mary Kay introduce a hair care in India? Why or why not?
In my opinion yes, due to the fact that according to the statistics it is a market that this growing
constant and there are opportunities and niches of markets that on having been discovered can
be exploited potentially.
To carry out a successful introduction it is necessary to bear in mind the following aspects:

Investigation of markets to obtain concrete information brings over of habits of

consumption, profiles of the consumer etc.
Segmentation of the market. To understand the needs of our clients and which
specifically will be our potential clients.
Price Strategy, because for generate profitability they have to has 40% of revenues for
each product and the final price obtained is not competitive for that they have to adjust
and to be in focus with the requirements of the market.
Effective Sales force.

Name: Gnesis Melo