Subject category:
Marketing
Published by:
IBS Research Center
Length: 19 pages
Data source: Published sources
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Abstract
In 2005, $8.15 billion Avon, is a leading manufacturer and marketer of beauty and related products such as cosmetics, fragrances, skin care and toiletries, fashion jewellery, watches, apparel, accessories, home products, gift and decorative products, candles and toys. A pioneer in direct selling, Avon has a unique business model based on direct selling. In the mid-2000s, Avon witnessed a sudden fall in its market share with changing trends in purchasing habits having an adverse impact on the company which has an image more associated with quaint, middle-aged audiences. Avon has initiated a $500 million restructuring exercise to reach new, wealthier customers. The case discusses Avon''s efforts in reinventing itself without alienating its traditional lower-middle-class target audience.
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Abstract
In 2005, $8.15 billion Avon, is a leading manufacturer and marketer of beauty and related products such as cosmetics, fragrances, skin care and toiletries, fashion jewellery, watches, apparel, accessories, home products, gift and decorative products, candles and toys. A pioneer in direct selling, Avon has a unique business model based on direct selling. In the mid-2000s, Avon witnessed a sudden fall in its market share with changing trends in purchasing habits having an adverse impact on the company which has an image more associated with quaint, middle-aged audiences. Avon has initiated a $500 million restructuring exercise to reach new, wealthier customers. The case discusses Avon''s efforts in reinventing itself without alienating its traditional lower-middle-class target audience.