Marketing Case Analysis

Topics: Multi-level marketing, Cosmetics, Direct selling Pages: 14 (2923 words) Published: February 27, 2013
Bukidnon State University-MOGCHS External Studies Center
Don Apolinar Velez Street, Cagayan de Oro City


Submitted by:

Napone, Rey Tommy R.
Omandam, Janette
Pimentel, Regine
Ramos, Janlyn I.
Roxas, Celina
Romero, Rochelle
Sajonia, Catherine
Salva, Astred Joy
Saylon, Eunice
Tagud, Mary Joy

Submitted to:
Mr. Romualdo Gabriel

March 2012

Avon's History

David H. McConnell didn’t originally intend to create a beauty company. A traveling book salesman, he founded Avon in 1886 after realizing his female customers were far more interested in the free perfume samples he offered than in his books. During his bookselling days, McConnell had also noticed that many of his female customers were isolated at home while their husbands went off to work. So he purposely recruited female sales Representatives. McConnell believed they had a natural ability to network with and market to other women, and a passion for his products. At a time of limited employment options for women, the Avon earnings opportunity was a revolutionary concept. It marked the start of the company's long and rich history of empowering women around the globe

Avon's Vision

To be the company that best understands and satisfies the product, service and self-fulfillment needs of women—globally.

Avon's Mission

Avon's mission is focused on six core aspirations the company continually strives to achieve:

* Leader in global beauty: Build a unique portfolio of beauty and related brands, striving to surpass competitors in quality, innovation, and value, and elevating Avon's image to become the world's most trusted beauty company. Learn more about Avon's brands.

* Women's choice for buying: Become the shopping destination for women, providing a personal, high-touch experience that helps create lifelong customer relationships. Learn more about customer engagement at Avon.

* Premier direct-selling company: Expand Avon's presence in direct selling, empowering women to achieve economic independence by offering a superior earnings opportunity as well as recognition, service and support, making it easy and rewarding to be affiliated with Avon. Learn more about how Avon empowers women. * Most admired company: Deliver superior returns to shareholders by pursuing new growth opportunities while maintaining a commitment to be a responsible, ethical company and a global corporate citizen that is held as a model of success. Learn more about recognition Avon has received. * Best place to work: Elevate the company's leadership, including its high standards, respect for diversity, and commitment to helping Associates achieve their highest potential in a positive work environment. Read about Associate engagement, workplace safety and diversity at Avon. * To have the largest foundation dedicated to women's causes: Be a committed global champion for the health and well-being of women through philanthropic efforts, with a focus on breast cancer, domestic violence and women's empowerment.

Avon’s marketing strategy

Avon, the company for women, is a leading global beauty company, with over $10 billion in annual revenue. As the world's largest direct seller, Avon markets to women in more than 100 countries through approximately 6.5 million active independent Avon Sales Representatives. Avon's product line includes beauty products, as well as fashion and home products, and features such well-recognized brand names as Avon Color, ANEW, Solutions, Skin-So-Soft, Advance Techniques and Avon Naturals. Direct selling is one of Avon’s strategies to satisfy the product service and self-fulfillment needs of women globally. Direct selling is   a type of sales channel, where products are marketed directly to customers, eliminating the need for middlemen – wholesalers, advertisers and retailers. Direct selling can be conducted one-on-one, in a group or party format, or online. At Avon, the "direct"...
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