Target Market Essay Example | Topics and Well Written Essays - 1000 words

Target Market - Essay Example In order to respond to this issue, Mary Kay has representatives and consultants all around the world who are not only involved in research and development of new products but in the marketing and sales of the same. The brand identify of Mary Kay products has put it as a luxury brand that is known for standard and quality. The company’s own efforts are such that they try to brand each product as an individual brand that has to be taken care of with its own separate stream of marketing strategies. Like every cosmetic product, the motivation to use and buy is more psychological than material. People have the need to feel loved and appreciated and they like to adapt in a way that’s acceptable. The benefit of self-esteem with prestige is what Mary Kay sells. Of course, a brand will only sell on that basis when the message can be reflected in their product quality as well (Viverios & Negus, April 2009). Mary Kay enjoys exposure to a large customer base through its diversified brand and products range. It has a total of about 200 premium products that have been divided under 6 classes or categories, targets both men and women, is vertically well integrated and has a range of skin and hair care products sold as drugs and ailments too (Datamonitor, 2008). In 2008, Mary Kay was present in about 35 countries across the globe. Mary Kay exploits this advantage by having employed millions of independent beauty consultants around the world and having built a separate manufacturing plant in China to meet the needs of Asian customers (Bhattacharya & Prinyanka, 2008). As compared to its biggest competitor Avon and other competitors such as L’Oreal, companies that operate in a multinational and dynamic platform, Mary Kay lacks the ability to operate at such massive scales. While these companies have the ability to reach out customers in the farthest regions and