Caselet Code : CLSDM005
Publication date : 2005
Subject : Sales and Distribution Management
Industry : FMCG - Personal Care
Length :
 4 Pages
Price :  Rs. 100 (Detailed Pricing Info)

To download this short case study (No. CLSDM005) click on the link below, and select from the list:

» Sales and Distribution Management Caselets

» Marketing Case Studies **

» ICMR Case Collection

 
Current Exchange Rates
INR 100.00 = USD ($),
                 = GBP (£),
                 = EURO (€)
Currency data courtesy coinmill.com
INR is INDIAN RUPEES (Rs.)
 
 
Abstract

Mary Kay Inc. had an innovative sales force by way of 1.3 million woman beauty consultants who were independent of the company. This caselet discusses the structure of this unique sales force and describes their selling styles. It also mentions the use of the Internet for improved productivity of its sales force. Finally, the caselet explains the various incentives given by the company to keep its sales team motivated.

Issues:

» Kinds of sales structure in the cosmetics industry
» Impact of different selling styles
» Importance of incentives in sales
 
Key words:

Mary Kay, Beauty Consultant, Beauty Products, Commission, Recruits, Selling Style, Queen of Sales, Incentive, Pink Cadillac, Internet.

Questions for Discussion:

1. The use of the Internet and web technology helped MKI to leverage on its resources in an optimal manner. Highlight the IT initiatives and describe how they benefited the sales force.

2. Mary Kay advocated a different sales structure for her organization. In what way did the sales structure and selling style help in maximizing opportunities for the beauty consultants?