MARY KAY JULY 2020

MARY KAY 
JULY 2020

THE STYLE
BEST  FOR EVERY
PRICING
EVER BUDGET

ENRICHING WRITTEN BY:
WOMEN'S FATIN FARHANAH BINTI RAMLI
LIVES
A18HA0036

JULY 2020 PROFILE

COMPANY ENRICHING
BACKGROUND WOMEN'S

by Fatin Farhanah Mary Kay has been helping women to LIVES
Photos by MARY KAY INC discover products they love for more
than 50 years, with innovative skin care, “ The best
Mary Kay is founded by Mary Kay Ash in unstoppable make-up and unforgettable Skincare and
1963. She began her business as an fragrances. At the same time , the business cosmetics ever ”
entrepreneur and philanthropist from a opportunity in Mary Kay helped
small shop in Dallas , Texas with five women in Kansas to discover from inside MARY KAY MAGAZINE  |   01
products and a great dream. This dream was out additional revenues, powerful
to inspire women to transform their choices and
lives, helping other women to succeed. true beauty.

Today, Mary Kay offers more than 200
premium products in more than 35
countries around
the world with 3 million independent beauty
consultants which is by the concept
of direct selling.

JULY 2020 PROFILE

MARY KAY PRICING POSTMODERN
STRATEGY PAINTING. Stella
alternately paints in
by Fatin Farhanah oil and watercolor
Photos by MK
IN-LINE
PRICING
STRATEGY

One of the Mary Kay objective when pricing “Affordable
their product is that they want their price? with high
customers able to complete their make up quality
bags and skincare without emptying product? of
their wallets. course with
Out of 200 products that Mary Kay offer, Mary Kay inc”
100 of the products are around RM76.71
and below. This range of price are quite
cheap because Lanacome,
Estee Lauder and Clinique are deemed as a
prestige brand and also the main
competitor for Mary Kay cosmetics.

MARY KAY MAGAZINE  |   02

For Although
example, Mary Kay target market of this
middle aged woman around 30 to 49 range price of timewise
year old collection are quite expensive
by producing the Mary Kay rather than the prestige brand but
timewise collection with the price Mary Kay
around RM differentiate their product in terms
85.23 to RM 213.07 due to the of the price per volume so that they
reason that at this point in the life can
cycle, win the market.
people of this age are either For
progressing or approaching their example,
careers so that one of the Timewise
they are more afford to buy the Collection from Mary Kay which is
timewise collections. anti-aging moisturizer works out to
RM1.70/ml
of product while Cliniques
works out to RM 4.99/ml,
Lanacome’s
RM5.14/ml, and Estess
Lauder’s is RM7.63/ml.

THE BEAUTY SECTION MARY KAY MAGAZINE |    03

My In my opinion, the in-line  Besides
opinion pricing strategy that Mary Kay that, in-line strategy that Mary
applied until now is Kay use is a right pricing
TOWARD SMART PRICING very good strategy. This is strategy because
STRATEGY THAT MARY because, Mary kay have million although Mary Kay is one of the
KAY APPLIED of loyalty customers international products but
even the Mary Kay product are consumers stills
By Fatin Farhanah not in the drugstore or any afford to buy the products
Photo by Mr. google shops but still compared to the other
people know and believe the international product like
quality of Mary Kay product not Lanacome and
only in their Estee Lauder. This shows that
skincare but also their make up Mary Kay really stands with a
range. legacy of enriching
women,s
lives where they
want all the consumer get 100
percent satisfaction. 

www.marykay.com.my  |  04

BEAUTY CONSUMER SAFETY ARE THEIR
FIRST PRIORITY
Why Competitor
Cant Able to Mary Kay are really aware of consumer
Mimic Mary Kay safety. They have invested million of
Success? dollars
in research tests every year to make sure
that all the ingredient and finished
product that will sell to customer meets
the highest standard of safety,
quality and performance.

MARY KAY HAS
REGULARLY
CONSULTATION WITH
LEADING
DERMATOLOGIST

Mary Kay Inc
regularly consultation with leading
dermatologist, ophthalmologist and
other
medical professionals using the most
advanced and effective technologies.

PROVIDE 90 DAYS WARRANTY CONSISTENTLY DELIVER THE DID YOU KNOW?
BENEFIT
Mary Kay provide guarantee 90 A fact is something that has
days for all their product because Mary really occurred or is actually
they want all their Kay always consistently deliver the the case. The usual test for a
consumers get 100 percent product benefits that all women want with
satisfaction  affordable price. That’s why Mary statement of fact is
Kay have million of loyal customers verifiability, that is, whether
around it can be demonstrated to
the world. correspond to experience. 

MARY KAY MAGAZINE   |   05

WHAT INSIGHT CAN OTHER BUSINESS

DRAW FROM MARY KAY INC.

Other company can get benefits from Mary
Kay business is that Mary Kay can able keep and
have many loyalty customers
even though Mary Kay product price are quite
expensive rather than the skincare
and cosmetics that are been sold in the drugstore.
This is because, Mary Kay
are very emphasis with quality and satisfaction of
their customers and always
do a free make up class and exposed customers
skin type before recommend which
product range are suitable for them.

mary kay magazine / 08

OPPFTjulyOHRR•N202AIAL0CELCTOICNTSWOIGHCMOETPUHOALEFDNSYMART

The company that should follow the But, in this era, Avon are not really
smart pricing of MARY KAY IS: AVON popular especially among the women
and I think that Avon must change
Avon should follow the practice of smart pricing like Mary Kay their pricing strategy and follow the
because Avon is one of the company that are use direct selling in-line pricing strategy like Mary
concept. Although Avon have many Kay. This is because, Avon are not
range of cosmetic product, skincare but sure not everyone know selling their product at mall or other
about this brands due to their pricing strategy. Generally, Avon are shop so that with in-line pricing
using price based value strategy. Avon are very popular in past due to strategy that they follow, they
their price based value like they provide a catalogue with smell of are indirectly make their brand
each perfume that they sell so that every customer who want to smell become well-known because some
the perfume, they just need to rub the catalogue. people will believe that the highest
price of certain product are very
good in their quality and this will
make the Avon brands equivalent and
famous in all range
of their product.

#TRAVELBUDDY

    For example, Avon can follow the           For example, Avon can change this price
inline pricing strategy like Mary Kay by of perfume from RM 60 to RM 150 so that this
increasing their product price. This is perfume will attract many consumers due to
because the quality of Avon product are this quality and their brand name.
quite premium like Mary Kay so with the
same strategy that Avon and Mary Kay
use, this can make Avon company rise
more than before and can increases their
sales with the loyalty customers or even
the new customers especially for young
women who love make up and always
find the new brands with high quality
and quiet well-known in the market.

REFERENCE

The Marketing Strategies of Mary Kay Cosmetics, 5/12/16,
https://www.ukessays.com/essays/business/the-marketing-strategies-of-mary-kay-

cosmetics-business-essay.php

About Mary Kat, https://www.marykay.com.my/ms-my/about-mary-kay/company-
and-founder

By M.Suyanto, Universitas Amikom, Analisis & Desain Aplikasi Multimedia untuk
Pemasaran, https://books.google.com.my/books?

id=8sWWozWfGlMC&pg=PA14&lpg=PA14&dq=strategi+penentuan+harga+Avon&sou
rce=bl&ots=-v1u1IMgG8&sig=ACfU3U0u-

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cABoQ6AEwDnoECAwQAQ#v=onepage&q=strategi%20penentuan%20harga%20Avon

&f=false