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1. How would you identify the branded and packaged Indian hair care classification in 2010? In 2010, with Lotus & & Bamboo soap bar was presented by Mary Kay in India, Might Kay was approved a tailored product for a specific country or area market for the very first time. Furthermore, the branded and packaged Indian care category of Mary Kay was growing up and expanding its item to attract more possible customers. Mary Kay brand name has actually been developing massive items in India up until 2010 with lower rate compared to previous a number of years.
By late 2010, there were more independent beauty specialists in more regions in India, and the majority of business were distributed in northern, western and northeastern location of India. Simultaneously, in the late 2010, Mary Kay likewise satisfies competitors from other representative of hair care items. Market research has actually shown that the growth capacity of around 50% for the coming 5 years in between 2010 and 2014.
2. How would you evaluate the “fit” of a hair care line of product with Mary Kay’s offering in India? The acceptance of hair care line of products is growing with changes of hair care routine of customers in India.
Personally, the “fit” job of hair care line of product with Mary Kay’s offering in India was quite successful and in time. Based on the unique hair care practice amongst Indians, it might be a slow process to present the products into a new Asian market for Mary Kay. After all, hair cares like hair shampoo and conditioner are not as easily as soap bars to be accepted in India, which suggests changing hair care way of life for a lot of individuals there.
For that reason, releasing hair care items in 2012 is the very time for India. In addition, independent beauty experts are the positive element to motivate to offer products in India. In addition, low rate promotion method also worked for offering hair care in India, according to the data in the case, nearly 87 percent of hair care items were offered at mass-market rates, however, only 13 percent of the items were cost status or premium rates.
3.What is the market potential for a hair care marketed by Mary Kay India? According to the research, the Indian upper and consuming classes were growing and were expected to total over 500 million individual, which might be reckoned as potential consumers of hair care products. It seems that Mary Kay India is targeted to young, working people who are pursuing good look with an average age of 26, especially women group. Given to the increasing population in India, in the coming years, the number of young generation will also be expected to grow up. Meanwhile, the expected young generation will grow up under impact of new body care lifestyle in India, (who are accustomed to using shampoo and conditioner instead of oil, washing hair frequently, caring about the appearance),thus, it could be forecasted that the market of hair care products would be extended in the near future.
4.At what dollar sales volumes will the Mary Kay India hair care line be profitable? Give to the estimated scale of production of a total of 600,000 units of the 6-milliliter sachets, total cost of production and distribution would probably be $600,000. Then, the highest estimated total cost of production and delivery for the 100 milliliter bottles would be $1,410,000, but the lowest would sum up to $1,110,000. Moreover, when take advertising, promotion, and sales into consideration, the costs would probably come to $705,000, while the highest total amount of sales could be even more than $2,715,000.
5. Should Mary Kay introduce a hair care line in India? Why or Why not? As far as I am concerned, Mary Kay should introduce a hair care line in India. On the basis of the data above, the highest total amount of sales could come to $2,715,000 for Mary Kay, which means huge profit in India market. What is more, as the transformation of lifestyle among young Indians, the number of people who tend to use hair care products could rise up in the coming decades.
Once hair care products are accepted by Indian people, it means more opportunities and profit growth point for Mary Kay brand. For instance, Mary Kay company could develop more hair care products with specific functions to satisfy the increasingly demand among people. Lastly, another advantage to introduce Mary Kay to India is that labor price in India is pretty low, which illustrates that the cost to produce hair care products in India could be controlled easily. In general, introducing hair care products to India is a wise action for Mary Kay company.
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