In this assignment I will be marketing a product for a business that will appeal to a wide market segment. The business I have chosen is Avon, to market the product I will need effective marketing to achieve the business objectives. To carry this out many factors will have to be considered such as; target markets and delivering the desired goods/services more effectively and efficiently than its competitors. Avon will decide upon what it is they are selling, its price, who they are selling to, where it is being sold and why people buy that type of product.
The following section will be covered fully with significant detail to points in the following sections:
Assessment Evident (a)
Marketing aims and objectives, target markets and segmentation –
An understanding of Avon’s products, and why I chose to use the company in depth and knowledge –
A descriptions of their aims and objectives
Show links between marketing aim and objectives with market segmentation and their target market
Assessment Evident (b)
Use of primary and secondary research from a wide range of sources to produce the products marketing research –
Analyse how the research relates to may product
Assessment Evident (c)
The Marketing Mix
Create a detailed and developed, in dept marketing mix for my product, I must then clearly link this to the research and segmentation evidence
Assessment Evident (d)
Full justification of the marketing mix
A justified account of my selected marketing mix with the use of original ideas
Assessment Evident (a)
Marketing aims and objectives, target markets and segmentation
Description of my chosen product
For this assignment I will be selecting a product which is targeted at a range of user across a specific market segment. The company I have chosen to base this product for is Avon Inc. I will be focusing on Avon Inc’s hair care range and have decided to specifically focus on their hair styling products.The product I am going to market for Avon Inc will be men’s hair dye. In order for this product to be a success I will use sufficient information, which provides an understanding of the market share.
I chose to look at the hair care range for several reasons, even though it is not one of Avon’s original products that started up the business, but it is still a major sector in the Avon Company, in addition to the fact that it is largely influenced by customer demands. As well this, it is based in an extremely competitive market, which is influenced by consumers’ preferences.
Secondly, the hair care range provides a wide collection of products that are designed to be attractive to many different Market segmentations, which includes teenagers as well as men.
I have chosen to focus on hair care range due to the fact that Avon has become a major participant in the hair care business, as more people are now becoming more conscious of their appearance.
Form of ownership and background to the company
Avon is a PLC as well as a leading global beauty company, with $10 billion in annual revenue. As the world's largest direct seller, Avon markets to women in more than 100 countries through 5.4 million independent Avon Sales Representatives. With its foundation going back to over 100 years, today Avon's product line includes beauty products, fashion jewellery and apparel, and features such well-recognized brand names as Avon Color, Anew, Skin-So-Soft, Advance Techniques, Avon Naturals, and Mark.
Avon has a line of clothing, accessories, perfumes and cosmetics. It was founded in 1886 by David H Mconnell.
Throughout the years the Avon brand diversified its activities. In 1964 Avon Inc enters the area of men’s perfume, with the launch of the "Tribute for Men". The brand also expands its distribution network internationally to many countries, in particular to the Far East and to Canada.
I have chosen Avon as the company...
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