Mary Kay Case Discussion
1. A positioning statement briefly identifies the target market and needs satisfied, the category in which the product competes, and the unique attributes or benefits provided.
What information should be included in a written positioning statement for Mary Kay?
2. How would you draft a formal, written positioning statement
for Mary Kay using the information detailed in question 1?
3. Is Mary Kay a global brand? Why or why not?
4. What advice would you have for the management of Mary Kay in India going forward?
