QUESTIONS
- A positioning statement briefly identifies the target market and needs to be satisfied, the category in which the product competes, and the unique
attributes or benefits provided. What is Mary Kay's positioning in the Home country-US? What information should be included in a written positioning
statement for Mary Kay in India? Compare and Contrast the two statements. (400 words) - Is Mary Kay a global brand? Why or why not? The marketer has at least three viable alternatives when entering a new market: (1) sell the same product
presently sold in the home market (Domestic Market Extension Strategy); (2) adapt existing products to the tastes and specific needs of each new country
market (Multi‑Domestic Market Strategy), or (3) develop a standardized product for all markets (Global Market Strategy.) What global marketing strategy
does Mary Kay involved in? (300 words) - What advice would you have for the management of Mary Kay in India going forward? Research and analyze current consumer culture and socio-economic
situation in India. based on your findings recommend areas for Mary Kay product adaptation. Support your answer with specific research data. (500 words)
Sample Solution