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1、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 tar
2、get 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 high public awareness SWOT Analysis of Mary K
3、ayStrengthsFamous 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 Sal
4、e 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 th
5、is marketDirect sale legislation brings more opportunity to the industryPositioning Mary Kay is the beauty consultant for every womanPositioning Mary Kay helps women to be beautiful, independent,confident and successful FulfillmentTarget groupHousewivesUnemployed womanWhite-collar female workersFema
6、le 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
7、brandReputationBrand and Products Our goalStrategyBRAND IMAGE Crisis Management Media 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 Chine
8、se government, in order to guarantee smooth operationsMedia Relations Monitoring AnalysisPlanningModificationExecutionMedia relationsMonitoring (Daily)Information of competitors Information of MARY KAYInformation of Cosmetics industryInformation of Director saleRelated Laws and SpecificationsGovernm
9、ent measuresMedia relationsAnalysis (monthly)Analysis of Competitors communicationAnalysis of Domestic cosmetics industryAnalysis of MARY KAYs communicationAnalysis of Direct sale issuesAnalysis of National media news releaseMedia relationsPlanning (monthly,quarterly and annually )We ProvideMonthly
10、plan for MARY KAYQuarterly plan for MARY KAYAnnual plan for MARY KAYIrregular plan for individual cases( Events, crisis or other programs)Media relations Execution News release prepare 3-5 news articles every month distribute 30 news releases in key media every month Executive interview (irregular)
11、Arrange participation in related TV programsArrange meetings with government officialsSpecific training Program Such as spokesmen training for executives upon request Media relations Maintaining Good RelationsMedia club organization of regular media club to maintain good relations with mediaMedia co
12、nsulting group select key media to be MARY KAYs communication consultants sensitive topics or hot issues from media consulting groupMedia resources management create and maintain a comprehensive database dedicated to the clientsMedia relationsmedia list Print Media Categories ConsumingMass life Fash
13、ionHealthEconomicsFinanceAdministrationSenior reader magazineAffair/PoliticsPartyofficeComprehen-sive cultureTechnologyEducation Industry/ CommerceCommunicationMass mediaEconomic mediaCurrent AffairmediaIndustry mediaMedia relationsmedia list Internet, TV, Broadcast UnitEntertainmentFashion Mass lif
14、eNews columnPolitical-site Door-siteClassifying-siteFashion consumingLife columnSenior reader magazineBroadcastmediaInternet mediaTV mediaMedia relationsmedia list Print mediapolitical AffairsParty/officeComprehensive cultureCurrent Affair mediaAffect readers from government and official parties opi
15、nions Published Nationwide ： Peoples Daily ,Guangming Daily, Economic DailyDaily newspapers such as Beijing Daily NewsGuangzhou Daily, Jiangxi DailyChina Culture Daily, China Woman Daily、China Youth DailyMedia relationsmedia list Print media Mass lifeConsumingFashion/HealthMass mediaEnhance media ex
16、posure andpublic awareness of Mary Kay Beijing 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 list Print mediaTechnologyEducation IndustryComme
17、rce CommunicationIndustry mediaReader information provided by industry mediaScience & Technology Daily,China Education News,Modern Education NewsChina Industry&Commerce News,China Trade News,China Business Times,Beijing Business Daily, Shenzhen BusinessChina Communication News,China Civil Aviation,T
18、he BizTravel Magazine Media relationsmedia list Print mediaFinance/EconomicsAdministrationSenior reader magazineEconomical mediaFocus on decision-making entrepreneursChina Business, Finance & Economics Times,21CN Economic News,Economic Observer, Economic Reference DailyGlobal Entrepreneur,Digital Fo
19、rtuneChina Entrepreneur , Finance & EconomicsMedia relationsmedia list Internet, TV, Radio BroadcastInternet mediaRadio broadcast TVOther mediaInternet, radio broadcasts and TV as the effective appendix of the print mediaSINA, SOHU, NetEase, YahooChina Radio International, CNRadio、Beijing Communicat
20、ion RadioCCTV-2Dialogue、Life、CCTV-1Half The Sky、BTVBeijing NewsOther servicesProvide PR plan (monthly/quarterly/annually)Provide Event marketing plan upon requestResolve crisis from all fields at onceProvide networking and contacts with local and central government officials for MARY KAY to maintain good relations with government
