Every woman’s favorite brand

Situational Analysis

• $3.5 billion in wholesales

• Holding firmly against competitors

• Opportunity – generation- Marykay at play color products- botanical effects- Clearproof Acne

Message

MKart• 10 Trucks

• Travel nationwide to midsized colleges

• FREE STUFF• Makeovers• Samples• Giveaways

• Facebook event & #MKart2015

Audience

Audience

• Primary: Female College students

• Secondary: College Faculty & Staff

• Media Audience: Social Media

Goals

Goal 1

Increase product purchases among female consumers ages 18-25 by 20%

above baseline

Goal 2

Increase brand awareness among female consumers ages 18-25 by 10%

above baseline

Goal 3

Increase number of new IBCs ages 18-25 by 10% above baseline

Evaluation

Evaluation• Goal 1 – sales of MKart IBCS

& online sales

• Goal 2 – increase in Twitter & Facebook followings

• Goal 3 – hires due to info card handouts

Calendar & Budget

Calendar

Budget65% - Truck design & manufacturing

10% - Auto insurance & gas

10% - Giveaways & cosmetics for makeovers

10% - IBC & driver salary, housing & food

Every woman’s favorite brand