Invented in Dallas, Texas Mary Kay Cosmetics is a global producer as well as a distributor of beauty commodities, cosmetics, toiletries, accessory items and products that are meant to improve the health of one’s hair regardless of the type or texture (Ash, 2003). Brought into being in the early 60s the firm has since grown and now serves more than 35 markets on five different continents (Underwood, 2003). These include the United States, Russia, China, Mexico and India who occupy the largest customer base. Being an unswerving business society, a great deal of its accomplishments was supported by interesting and continuously stocking up its over 170,000 associate trade power (Purdue University Calumet, 2014). Mary Kay products are sold on one on one basis as well as at house parties by means of a set of connections of worldwide self-regulating magnificence specialists just as other makeup giants are doing; these are acts that have made the enterprise more successful in all aspects.

For a long time, most of the accomplishments of the company were directly linked to the founder until her untimely death in 2001 (Ash, 2003). Ever since it was established, the corporation has been triumphant with many firsts in the world of business by giving encouragements to her employees and instigating her panels with proper unrestricted appreciation along with lots of copious rewards, thereby keeping everyone in the business happy and energized (Underwood, 2003). It is evident that when an employee is jovial and contented with the work they are doing; the output is also abundant. This was unmistakable when the revenue realized in 2013 (when they celebrated 50 years of existence) was much higher than the preceding years (Purdue University Calumet, 2014). Undeviating selling organization is the company’s most authoritative marketing strategy. This has enabled it to maintain its transnational status.

When penetrating the market in India, there are precise steps that they needed to make to ensure a continuous growth and development of the corporation; these include brand building, coming up with and putting up a strong sales force and formulating an efficient delivery series that would fuel the sales department. The executive therefore came up with ways through which their products could be advertised, some literature on description of the Mary Kay way of life, anecdote, and the image of the company as well as an instructive substance for the newly recruited sales force (Kerin & McDonnell, 2008). Aside from these, the company partnered with Miss India pageant in 2008 where Mary Kay Miss Beautiful Skin 2008 was coroneted (Kerin & McDonnell, 2008). Product mixing and pricing was also incorporated here.

For the preliminary enrolment of the Sales representatives in India Mary Kay relied on other organizations for aid as sales executives from the United States and Canada offered training services (Kerin & McDonnell, 2008). The exercise took about 72hours, a starter kit with all the details about the company were made available including the beauty products the company produced and sold. Tuition on the culture of the people of India was also an important aspect of the whole process because the company recognizes the significance of interpersonal associations between the sales consultants and the clientele. For efficacy in the supply of the products, there was a constant importation of Mary Kay goods from other countries such as Korea, China as well as the United States (Purdue University Calumet, 2014). The ideal location for base creation included Delhi and Mumbai which were densely populated and easily accessible for the sales representatives who in turn supplied them to the customers in person.

Mary Kay is a global brand because for starters most of its products are formulated in such a way that they fit the clients’ needs (Kerin & McDonnell, 2008). Secondly, the products are supplied according to specifics of the market demands; for instance, since Chinese women do not use makeup as much as African women, the company has specialized in supplying them the alternatives (skin creams, anti-aging creams and whitening creams) that are popular among them (Kerin & McDonnell, 2008). It is also noticeable that the corporation has had to change its slogans to fit the cultures of particular markets as is the case in China.