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Avon Products Corporation Avon Products Corporation was incorp

Avon Products Corporation was incorporated in 1916 originally and has become an international company with sales in most countries throughout the world. This research examines the company and its marketing strategy, which combines personal selling with personal products for a highly successful organization.

Avon is the world(s leading marketer of beauty care products, fashion jewelry, gift and decorative products and prestige fragances. The company formerly participated in health care operations, but divested those interests in 1990, and the company agreed to sell its retail operations (including upscale Giorgio fragrances) to Procter and Gamble. Avon products are available in 119 countries throughout the world and the company has direct investment operations in 40 countries.

Direct selling operations consist of the sale of cosmetics, toiletries and fragrances, fashion jewelry and accessories and gift and decorative products direct to the consumer through sales representatives. At the end of 1993, Avon had more than 415,000 active representatives in the United States (representing neither a gain nor a loss from 1992) and 1,330,000 representatives abroad. Nearly all representatives are women who wear the product on a part-time basis. These representatives are independent contractors or independent dealers who are not agents or employees of Avon.

Avon sells more than just products. Its product lines, including cosmetics and jewelry, are not necessities, but rather personal care items that enhance an individual(s sense of self-esteem. People purchase Avon and similar products because they want to feel more attractive and hence better about themselves. Avon and its competitors sell an image as much as they sell a tangible item (Royce, Franzreb & Reimer 820).

But what sets Avon apart from other healthcare and beauty manufacturers is its marketing approach. Instead of using retail outlets such as discount stores or depa...

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Avon Products Corporation Avon Products Corporation was incorp. (1969, December 31). In LotsofEssays.com. Retrieved 06:44, March 29, 2024, from https://www.lotsofessays.com/viewpaper/1702363.html