Study sets, textbooks, questions
Upgrade to remove ads
Terms in this set (11)
When you hear Avon , we all think of lipsticks, catalogs, perfume bottles and home parties.
Avon is one of the worlds largest network marketing companies ever. It has been around for 130 years. Product portfolio consist of: Skincare, Makeup , Fragrance, jewelry, fashion , wellness, home . Brand w/n a brand products such as ANEW which is their skin care line & Avon Color which is their hair color brand
The founder was a pioneer of women's empowerment, long before women's rights were even recognized. Avon cont' to drive this mission by believing in their principles & core values....
BELIEF - encourage people to believe in themselves and others . INTEGRITY - having high ethical standards in doing what's right for consumers and representatives RESPECT - value everyone unique qualities TRUST - they value open communication with CM & Reps . Encourage feedback. HUMILITY - understand they're not always right nor do they have all the answer. They're willing to listen & grow
50 % of women do not feel they live in a culture that encourages female , esp female entrepreneurs. Avon is the company that fights for stereotypes, breast cancer & domestic violence awareness, gender violence and women financial independence. Avon stands for beauty, innovation, freedom for women
SWOT - Avon has an innovation center outside of NYC where the company has a team of scientist and engineers who make sure their products are high quality, non animal tested, innovative and on- trend . Not only do they have this center but they have labs all around the world such as Argentina, Brazil, China, Mexico , South Africa that does research and development as well ->
THE problem is Avon sells are dropping and millennials are the top consumers in the beauty industry. If they're not reaching this niche eventually Avon will have problems.
Target Market - Older Millennials, this demographics is the next influencers/ leaders in the world. DIGITAL NATIVES They'll set trends and decide what's brands are acceptable or not acceptable. Strong views. Freedom of choice. Expect braves to cater to their needs.
This generation is still young in age. They're recent college grads, early in workforce looking for extra income
The objective With the IMC, to raise brand awareness by 60% & improve Avon social media presence by 30% , trust and CM loyalty with older millennials. We want them to know Avon is a sophisticated brand that produces products that caters to their needs
Marketing plan - millennials are the first generation to embrace social media. Many studies proven millennials are influenced to buy when they see things in social media. & the Internet. Avon will focus on digital marketing tactics and mass media promotion such as
Magazine ads to promote brand awareness and encourage social media engagement for potential buys and consumers. Etc, Allure, Essence, New beauty who target demographics all aim to older millennials and generation X.
According to life marking , 73% of millennials follow brands on social media because they're interested in buying their service or product.
IMC idea - Consumers buy with emotion but need to justify their purchase using rational information. For example, the expression "buyer's remorse" reflect not being able to justify their purchases. The most effective ads use both emotional and rational appeals to motivate consumers.