The Brand Positioning Analysis Of Marykay Cosmetics

With china's economic development quickly, the people's living standards improving gradually, people pay more attention to the brand, especially now ,people purchases products, they often choose brands. so, more and more companies pay attention to its brand establish and brand building, but at the same time, we also see, the successful cases are less. why is the enterprise pay more attention and have put a lot of resources on brands building, but no result, or no more stable and lasting sales performance. this contradiction, we need to make an analysis and explanation.To explain the problem, a lot of research about the brands building of a stage effect, and brands building of the many factors, including, the expansion of brand recognition and the promote brands,how to make a brand stretching and how to make a brands development strategy and so on, but in the market,the first step , very important point is the brand positioning. brand positioning is the core issues for the study.In the view of the existing research in brand positioning ,they often lack of the tracking investigation, and the comparative analysis of competition and consumer loyalty and so on. This study depends on the basic theories of brand positioning, from the perspective of the influence about brand positioning accuracy to brand building success, make Marykay cosmetics company as a case to have a research and analysis .First, apply the basic theory of brand positioning to explain the necessity and the importance of brand positioning.Secondly, To consumers' perspective, represent the basic elements of branding and the major traps between the brand recognition and brand favour.The third, from the perspective of the evaluation system of brand, explain what are the standards of the accuracy brand positioning , analysis what importance about establishing a positive sentiment and brand image in the minds of consumers. The fourth, introduction the status and the organization structure of Marykay, from six aspects:the population characteristics of object market;buying and using behavior of consumer;product evaluation;service assessment;brand loyalty;brand communication.The fifth, according to Marykay's the brand positioning framework set up a questionnaire, and through various channels to collect data, basic on the 70 data as a samples ,apply the spss to the data.to have the frequency analysis, the relevant analysis and other ways to researchThrough study, drawing the following conclusions of Marykay : one hand, the judge on the market location,and consumers buying is accurate, the product features and the concept penetration are accurate. So, it have high brand loyalty, but on another hand, with the time over, the age and professional of Marykay's consumers are moving and the competitive brands and the cnsunmer needs are having change now.This article have the actual business for research, with a questionnaire and the data, from several angles analysis to have a analysis about the accuracy and impact of the brand localization ,and the crucial factors of brand positioning, The result is not only Marykay, also refer to other companies. due to the time-limited, there are many shortages in the study, including:the research only in cosmetics enterprise, the samples on a small quantity, the geographical distribution is only focused in CC. therefore, This study conclusions are based on 70 Marykay's consumers, the pervasiveness of conclusion needs to be verificated. in the future.