Avon.com (A) - The Case Centre

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Case

Reference no. 9-503-016

Subject category: Marketing

Authors: David B Godes (Harvard Business School)

Published by: Harvard Business Publishing

Originally published in: 2002

Version: 3 March 2003

Length: 15 pages

Data source: Published sources

Topics: Sales; Marketing management; Personal selling; Sales compensation; Sales organization; Sales strategy; Organizational change; Marketing strategy; Internet; Marketing channels

Notes: To maximise their effectiveness, colour items should be printed in colour.

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Abstract

Avon has always sold its products through a large independent direct-selling organization. However, it is now considering whether it should sell directly to the consumer. The company's independent representatives number 500,000 in the United States alone. Yet, there seems to be potential for Avon to grow their business on the web in new and different ways. What benefits might Avon reap from using the Web to improve its relationship with its customers, with its representatives, and between the representatives and their customers.

Location:

United States

Industry:

Cosmetics

Size:

USD5.7 billion revenues, 43,000 employees

Other setting(s):

2000