Question: CASE 4-8 Mary Kay in India 1. A positioning statement briefly identifies the target market and needs satisfied, the category in which the product competes,

CASE 4-8 Mary Kay in India

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 state- ment 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?

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