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Avon Marketing Analysis

1201 words - 5 pages

There are five different marketing orientations which are production, customer, sales, strategic marketing, and social marketing. Avon’s use of social marketing orientation is a must because it is part of their international image which is to support women’s needs which could include supporting charities such as breast cancer and domestic violence. When Avon established its first foreign market with Canada it they were more focusing on sales orientation instead of product adaption. Today, they use customer, strategic marketing, and social marketing in their international strategy. Products are modified to meet customers’ need such as skin care products in Japan, while adding insect repellent to skin cream in Brazil. Avon also modified its distribution method, especially in China for the strategic marketing orientation.
(Daniels, John. Radebaugh, Lee. Sullivan, Daniel. (2011).
2. Avon has become more dependent on it foreign operations rather than its U.S operations because Avon forecasted slow growth selling in the United States. Because, the U.S market was just about tapped out for sales in cosmetics, fragrances, and toiletries, Avon decided to look into less-competitive markets, discovering that the annual report expected the U.S to be in line with that of the overall beauty market, which meant that sales would depend on the growth of the population of women in the cosmetic using age. This was bad news as well because even if there was an untapped U.S market, less than 5 percent of the world’s population lives in the United States. Secondly, Avon depends on independent salespeople who are usually women which usually place orders with Avon and deliver the products to the customer. This process has made Avon successful and has also enabled them to keep their advertising budget low and avoid having to pay for shelf space in retail stores. Direct sales was also a plus because word of mouth customers tended to be loyal to the women they bought from, but as the direct selling sector became bleak women started working full time thus drying up the pool for Avon part time employment.
3. The role of women in the workforce is changing in the United States and with this change Avon has a responsibility to evaluate the availability of salespeople and customers in a particular country. Women that want to work in direct sales and want to work part time play a very important role in Avon’s success in recruiting. This also brings up the question of are women available to meet with Avon Representatives? Emerging markets helps to expand customer base which impact Avon’s way to the market. Avon has also recognized that their beauty products are not just for the older women, it is now being promoted to women from ages 16-24 through Avon’s line called Mark. (Siantran, Dody. (2010, November 10). Marketing: avon's makeover.) Time, (), They have also produced a new line for babies called Avon Baby, which include moisturizing lotions, shampoo, and soothing oil. Avon...

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