Avon Products Corporation

People purchase Avon and similar products mainly because they wish to think far more attractive and hence better about themselves. Avon and its competitors market an image as much as they sell a tangible product (Royce, Franzreb & Reimer 820).

But what sets Avon apart from other healthcare and beauty manufacturers is its marketing approach. Rather than using retail outlets for example discount stores or department stores, Avon merchandise are obtainable only via own representatives. These men and women market directly towards the consumer, and provide demonstrations and individual tips which are customized for each buyer. Besides selling a line of beauty products, these representatives are selling personal support and convenience, because most representatives sell either in the buyer(s home, or, occasionally, office (Peak 30).

Because of the level of own attention that each buyer receives, the Avon representatives are also selling an enhanced sense of self-esteem even if no solution is really sold on any one call. The selling takes location 1 on one instead of inside a mass marketing situation (as in a retail outlet) with the result how the representatives develop close relationships with their customers. Each buyer includes a sense of becoming important to their representative, which enhances the image that is being marketed.

In this way, Avon(s genuine merchandise belong to three categories: there is the commodity product or service of the well being or beauty product or service itself, the enhanced self-esteem that goes with this kind of a product, as well as the self-esteem inherent in with a representative call on a customer, rather than the client acquiring to seek out the product or service (Colwell 51). There is also convenience in that representatives can call at the customer(s convenience and women with busy schedules don't must jobs in time to go shopping, but can instead have the representative come to them. Again, this enhances the sense of self-importance on the customer.

From a company standpoint, Avon continues to seek to provide a high level of individual support with powerful quality products. The company has known that innovations are required in its advertising and marketing because it seeks to maintain up with changing demographics, and it has test marketed infomercials in some areas with mixed results (Sloan 32).

Another advantage to selling during the household is that customers are comfortable there; it's their environment instead of a conventional (sales( environment. If a customer has an Avon representative inside home, it is simply because she has invited the representative, not because a sales person approached the consumer inside a store environment.

Another threat how the business faces is really a slow economy once buyers need to make alternatives concerning the health and beauty support products and solutions they are willing to purchase. Whilst there's always a marketplace for some of these items, others, which customers look at luxury items, have greater elasticities of demand on the result that an improve in price, or a decrease in a consumer(s money (such as through layoff or wage cuts) can lead to a dropoff in quantity demanded. For corporations that have greater pricing flexibility than Avon, this really is much less of the trouble than for companies which are locked into pricing structures or are otherwise unable to respond.

Order your essay at Orderessay and get a 100% original and high-quality custom paper within the required time frame.