Avon Products Corporation Avon Products Corporation was incorp

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, includin

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ntiating factors. Unlike products such as Revlon or Clinique, Avon products cannot be purchased in retail outlets. Instead, personal representatives (who are not directly employed by the company) go to consumers( homes or offices and sell directly to them. This has a number of advantages for the company. As already discussed, it gives the customer the feeling that they are important enough to have this one-on-one attention. Since the health care and beauty aid market is largely based on image, this enhances the various products( attractiveness. Another advantage to selling in the home is that consumers are comfortable there; it is their environment rather than a traditional (sales( environment. If a consumer has an Avon representative in the home, it is because she has invited the representative, not because a sales person approached the consumer in a store environment. In addition to these considerations, selling in the home or office means that the representative can give each consumer a personalized sales pitch. Those products which are appropriate to the consumer can be marketed directly, while those that are not can be skipped. This highly targeted marketing enhances the probability for success. However, selling
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Approximate Word count = 3395
Approximate Pages = 14 (250 words per page)