Communication Plan for MARY KAY 2005Background CompetitorsSWOT AnalysisPositioningTarget groupObjectiveStrategyMedia RelationsCrisis ManagementGovernment relationsOur servicesOur feeOur teamContentsCompetitors Amwaypositioningenvironmental protector, nature and health oriented, mid to high level target marketproductcosmetics, nutriments, detergentsstrengtha successful charity and social warfare supporter Avonpositioningfemale oriented, mid to low level target marketproductvarious kinds of cosmeticstrengththe earliest direct sale brand in China with highpublic awareness SWOT Analysis of Mary KayStrengthsFamous for helping unemployed women become economically independent Clear product positioning as professional beauty expertHigh reputation in providing supportive scholarship programsWeaknessesLow public awareness of brand nameLow media exposureThe uncertainty of legislation of Direct Sale model in ChinaThreats Severe competition in cosmetics industry in ChinaThe acceptance of this new business modelDirect SaleNegative image of Direct Sale business modelOpportunities Booming demand for beauty products in ChinaThe concept of “personal beauty consultant” is more and more popular in this marketDirect sale legislation brings more opportunity to the industryPositioningMary Kay is the beauty consultant for every womanPositioningMary Kay helps women to be beautiful, independent,confident and successful FulfillmentTarget groupHousewivesUnemployed womanWhite-collar female workersFemale studentsOther femalesSatisfaction Recognition Public awareness Loyalty to MARY KAYOur communication goal is to achieve “Customer Loyalty” to MARY KAY. It is necessary to develop this step by step, from public awareness, to recognition, to satisfaction and eventually reach loyalty to Mary Kay.New brandReputationBrand and Products Our goalStrategyBRAND IMAGE Crisis ManagementMedia RelationsGovernment RelationsMedia RelationsEnhance and enrich “Public Exposure”Crisis ManagementAvoid and resolve negative voice in publicGovernment RelationsMake Mary Kay a “good citizen” in the eyes of the Chinese government, in order to guarantee smooth operationsMedia RelationsMonitoring AnalysisPlanningModificationExecutionMedia relationsMonitoring (Daily) Information of competitors Information of MARY KAY Information of Cosmetics industry Information of Director sale Related Laws and Specifications Government measuresMedia relationsAnalysis (monthly) Analysis of Competitors communication Analysis of Domestic cosmetics industry Analysis of MARY KAYs communication Analysis of Direct sale issues Analysis of National media news releaseMedia relationsPlanning (monthly,quarterly and annually ) We Provide Monthly plan for MARY KAY Quarterly plan for MARY KAY Annual plan for MARY KAY Irregular plan for individual cases( Events, crisis or other programs)Media relationsExecution News release prepare 3-5 news articles every monthdistribute 30 news releases in key media every month Executive interview (irregular) Arrange participation in related TV programs Arrange meetings with government officialsSpecific training ProgramSuch as spokesmen training for executives upon requestMedia relationsMaintaining Good Relations Media cluborganization of regular media club to maintain good relations with mediaMedia consulting group select key media to be MARY KAYs communication consultants sensitive topics or hot issues from media consulting groupMedia resources managementcreate and maintain a comprehensive database dedicated to the clientsMedia relationsmedia listPrint Media CategoriesConsumingMass lifeFashion HealthEconomics FinanceAdministrati onSenior reader magazineAffair/ PoliticsParty officeComprehen- sive cultureTechnology EducationIndustry/ CommerceCommunica tionMass mediaEconomicmediaCurrent Affair mediaIndustry mediaMedia relationsmedia listInternet, TV, Broadcast UnitEntertainment FashionMass lifeNews columnPolitical-siteDoor-siteClassifying- siteFashion consumingLife columnSenior reader magazineBroadcast mediaInternet mediaTV mediaMedia relationsmedia listPrint mediapolitical AffairsParty/officeComprehens ive cultureCurrent Affair mediaAffect readers from government and official parties opinions Published Nationwide ： Peoples Daily , Guangming Daily, Economic DailyDaily newspapers such as Beijing Daily News Guangzhou Daily, Jiangxi DailyChina Culture Daily, China Woman Daily、 China Youth DailyMedia relationsmedia listPrint mediaMass lifeConsumingFashion/ HealthMass mediaEnhance media exposure and public awareness of Mary KayBeijing Evening News,Super Shopping Guide、 The Beijing News, Beijing TimesChina Consumer Journal, Consumption DailyTrends Magazine, XinWei, ILOOK, Miss、 Today Windows,Spotlight World,Seven-TeenMedia relationsmedia listPrint mediaTechnology EducationIndustry CommerceCommunicatio n