The Marketing Plan For Avon

1031 Words5 Pages
History It all started out with an idea in 1886, an idea that allowed women become more self-effacement and successful. A book salesman named David H. McConnell, from New York created that idea. The idea was to give women an opportunity to sell perfume to help them become financially independent, this idea became a dream, a company named The California Perfume Company (CPC), currently named Avon. Avon represents a company focused on providing the additional beauty and complimentary beauty products throughout different parts of the world. Avon ushered in a new direct-selling approach, allowing the seller to bypass the middle man and gain extra income. During the first 100 years of operation, Avon adapted as the world evolved. Avon used…show more content…
Avon had a plan to invest a clothing line within department/ retail stores JCPenny and Sears, but those efforts did not last. The partnership did not happen with Sears and only lasted 2 years with JCPenny, with that being said, the company tripled their revenue from 1999 to $846 million in 2004. In 2010, Brazil passed the U.S. to become the biggest market for Avon when looking at sales. Avon launched a new information-management system in Brazil and ended up losing sales because the program causes missed orders and deliveries. Next I will discuss the CEO change and change in strategy Andrea Jung resigned as the CEO in 2011, the next CEO Sheri McCoy was appointed in 2012. McCoy resume was impressive, she worked at Johnson & Johnson where they specialize in different beauty products. McCoy planned to focus on three critical areas of the company: executing growth platforms, driving simplification and efficiency, and improving organizational effectiveness (Dess, McNamara & Eisner, 2016). McCoy believed technology was the key so she pushed to expand their current information technology systems, which took an investment of about $200 million. McCoy kept direct-selling as the focus point for her changes and believed that marketing was the key to success. McCoy had to manage an internal investigation that was based on illegal activity in 2009 and 2010, both years were before McCoy was hired as the CEO. Mission
Get Access