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Avon Barand Essay

891 words - 4 pages

Orientation to the brand
David H. McConnell, a New Yorker who at sixteen years old was selling books door to door, founded the company in the U.S. in 1886.
In his excursions, McConnell found that wasn’t always well received with their books, so he came up with the idea of giving every potential client a product to catch him in the form of a small bottle of perfume manufactured by him.
In 1886 he founded the California Perfume Company, based in New York.
The company prospered and Mr. McConnell decided to start forming its own sales force and recruiting the first female of the story, Mrs. Florence Albee of Winchester New Hampshire, who traveled to sell Avon and recruit other agents.
The ...view middle of the document...

These representatives do Avon orders and deliver products to customers as they receive them.
In 2000 the Avon products advertised his first famous spokespersons, tennis play-ers Serena and Vanessa Williams, who promoted Avon products through global advertis-ing campaign "Let's Talk".
Evidence of the brand’s current lack of success.
Since 1999, Andrea Jung led Avon; a Canadian woman who in recent years made decisions that cost millions of dollars to the company. The 2011, revenues from the company were reduced by up to 45 percent. As if this were not enough, Andrea launched a restructuring process, which cost over 800 million dollars, money that could not be re-covered. Andrea Jung left the company in 2012 after taking bad decisions and leave the company in a very bad situation. The same year of her departure from Avon, the compa-ny also announced that he would leave the markets in South Korea and Vietnam, as part of a reform plan announced in November 2012. Reduced its dividend by nearly 74 per-cent and announced measures to cut hundreds of millions dollars in costs in the following years. To make matters worse, Avon also faces an investigation by the U.S. government on whether it violated laws against bribery abroad. It has spent about $ 250 million in a separate inquiry that began in 2008.
Although the market for beauty products is highly competitive, its administrators have taken difficult decisions, which are reflected in the stock market.
Avon had to face an unsolicited takeover offer of 10,700 million...

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