The Target Market For Avon

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The Target Market For Avon

By | November 2009
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MKT: 715 Case Study No. 9-591-111 Harvard Business School. (2003). Avon.com David B. Godes 1) Women are the target market for Avon. Avon is “the company for Women”. Harvard Business School. (2003) p. 8. Since the company began in 1886, the company has promoted building relationship and it seems natural for women to embrace the power of the Web to help women forge relationships beyond their geographic confines. Andrea Jung, CEO. Avon’s market segment is women aged 25-50yrs average to below average income households. The majority of sales generated from roughly 25 million women in the U.S. Harvard Business School. (2003) p. 3. Avon is the largest direct-seller of beauty products and 5th largest beauty company with overall sales of over $5 billion. Women are the most important segment to the Avon Company; women connect with each other that are confident and loyal to the Avon brand. Women historically make purchases of beauty products based on emotion and image. Society has placed great emphasis on the beauty of women and products that promote youthful and radiate appearance. The success of Avon has influence other companies to cater to women with bath/spa packages, beauty products, and intimate devices. All target women who desire to look their best emotionally and physically. This market can be segmented by market research data showing where women of particular ages are, shopping habits and income levels. Avon products are very reasonable and maintain quality. Brochures are designed well and provoke a sale. 2) Avon should maintain the integrity of the Avon brand. Women are historically Avon’s customer base and show record profits by direct-selling. The profitability of the company (Total Revenue: $9.9 billion 2007) proves that women have purchase power. http://www.avoncompany.com/investor/businessnews Women are interested in personal contact and customer service. Avon brand is the foundation...

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