Started as California Perfume Company by David Mcconnell. Named Avon in 1939. “Ding Dong Avon Calling” campaign started in relation to there expansion strategy. Expounded the Direct Selling Method. The “Back – to – Basics” approach helped them pioneer the Direct selling method
Superior customer service compared to rivals. Wider geographic coverage than rivals. More attractive product line than rivals. Improved e-commerce and Internet sales capabilities than rivals. Stronger global distribution and sales capabilities than rivals.
Focused on improving the life of women and ensure trust by Providing them a way for earning there living. Staring Avon foundation for women. Starting Avon breast cancer crusade And Avon speak out against domestic violence
Person to Person-selling and Party-Plan approaches were used. A social networking way before face book. Sales force leverage their Network to get more customers. Sell as well as recruit and form multilevel. Focus on Convenience and access
MARKETING 70 % of the customers were buying through representatives. SALES FORCE 0.5 million sales reps in the US All Avon reps were independent contractors Extensive sales management hierarchy to recruit, train and advise the representatives.
The reps tend to sell in one-on-one meetings either at work or at home They are deliverer, order taker, missionary, demand creator and as well as solution vendors. SELLING PROCESS The leadership program allowed a rep to earn additional money by encouraging other women to become Avon Sales rep.
The catch 22 situation the company faced was how to utilise the internet in there B2B and B2C models? AVON AVON • B2B REPRESENTATIVE • B2C CUSTOMER
1. An online platform should be used to take the orders.2. For promotional purposes incentives could be given to the sales representatives .3. The company should also use the B2C path because a significant amount oftarget customers would buy independently.4. There must be co-ordination between the sales-reps and the avon.com
5. The website should be more attractive .6. Communication with clients must be done through sales reps to ensure a personal touch.7. There can be a forum so that the reps as well as the customers can discuss about the Avon products . 8. The products should be directly shipped to the customers who make online orders.
Group 7SHANTANU DM14144SINDHUJA D DM14147SHIVEN SALUJA DM14248TULSI CHOUDHARY DM14256VIJAY KRISHNAN A DM14257RAMYAA RAMESH DM14266