Avon: Reshaping The Tradition Of Brand Community

Avon: Reshaping the Tradition of Brand Community
Rochester College
Studies in Marketing -
Professor:

Introduction
peal Dong Avon calling is one of the best-known branding slang phrases for the 1950s, but the Avon ladies have moved on from the iconic-smiling American housewife to the working mother on the go today. In response, Avon has had to rethink, measure and redefine its customers products and business strategies to reclaim the mart power and presence it once had. Many women began working outdoors the home, the arena where most of its demonstrations and sales had traditionally taken clothe (Coulter, 2003, p. 155). Avon also considerably expanded its presence outside of the join States, especially in Brazil and other South American countries, China, and Eastern Europe. Today, despite the scores of expensive American and outside(prenominal) brand-name cosmetics, Avon ranks first in sales nationwide, with Avon ladies ringing doorbells from bound to coast (Coulter, 2003, p. 162). With more than 2.6 million representatives worldwide, Avons annual sales give-up the ghost $7.7 billion. Andrea Jungs strategic vision for Avon was for them to be the keep company that understands and satisfies the product, serve well and self fulfillment take for woman globally.



She knew products had to be do to fill the needs of different age groups and races. It was time for Avon to sour more modern and up to date. Yes, Avons new strategic direction would launch an entirely new line of business, the culture of innovative products, new packaging, and new channels to the distribution (Flick, 2009, p. 26).


Avons mission To be the company that best understands and satisfies the product, service and self-realization needs of women globally is evidenced through their customer company interactions, brand community building; focus on satisfaction, loyalty to provide learning and financial opportunities to women, and their willingness to adapt to meet these needs worldwide (Anderson,...If you want to get a full essay, order it on our website: Orderessay



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