rtment stores, Avon products are available only through personal representatives. These individuals sell directly to the consumer, and offer demonstrations and personal tips that are customized for each buyer. Besides selling a line of beauty products, these representatives are selling personal service and convenience, since most representatives sell either in the buyer(s home, or, occasionally, office (Peak 30).
Because of the level of personal attention that each buyer receives, the Avon representatives are also selling an enhanced sense of self-esteem even if no product is actually sold on any one call. The selling takes place one on one rather than in a mass marketing situation (as in a retail outlet) with the result that the representatives develop close relationships with their customers. Each customer has a sense of being important to their representative, which enhances the image that is being marketed.
In this way, Avon(s real products belong to three categories: there is the commodity item of the health or beauty product itself, the enhanced self-esteem that goes with such a product, and the self-esteem inherent in having a representative call on the customer, rather than the customer having to seek out the product (Colwell 51). There is also convenience in that representatives can call at the customer(s convenience and women with busy schedules do not have to work in time to go shopping, but can instead have the representative come to them. Again, this enhances the sense of self-importance of the customer.
Avon sells to women, even when it sells products for men. It(s customers, therefore, are women throughout the world, and the company has recently recognized the importance of targeting Hispanic and African-American women in the United States (Nayyar 22). Within the United States, the company markets to women at home and in offices as the demographics have changed and more women have entered the workforce. ...