Analyse stratégique de la marque Avon

Résumé du document

The analysis of a brand or product is nowadays essential in the decision making process of consumers. The competition between brands not only takes on a level of content of a product but also on the image of the brand itself. That's why it is important to realize this analysis to better assess the advantages and disadvantages of the mark and then help guide its strategy and choice in product development or market.

Avon, working in the cosmetics industry, knows a strong competition in this field. Selling products by mail allows them to offer their products on a well defined segment of the market base, because the target is significantly different. Avon has these peculiarities, which makes it interesting. Avon is a cosmetics company that offers a wide range of products in order to broaden its target.

Through its ambassadors who come to your door, Avon is a company whose goal is to better meet the aspirations of women in terms of products, services and personal development. This company is a market leader, developer, manufacturer and sells all types of beauty care products for women.

So far, Avon has grown steadily over the cosmetics market and its share is steadily increasing in recent years until 2005. Avon has based its success on its expertise in R & D and its corporate ethics (it is one of the first companies to ban animal testing). Its competitive advantages thus derived its strategic choice.

Extraits

[...] Marks, was launched in 2003 and targets younger, college-aged woman. It regroups makeup, skincare, fragrance, bath & body, hair styling, fashion and accessories. Anew and Solution, are two brands which offers all face creams. Each of them is used to solved a specific problem: cleansers & toners, eye care, moisturizers, problem solvers and Anti-aging. Avon HairCare with Advance Techinique, is a range which regroups all products for the hair. Different products exist for all types of hair such as: Volume and Texture, Straight and Sleek, Color Protection, Daily Results and Intense Repair. [...]

[...] Selling products by mail allows them to offer their products on a well defined segment of the market base, because the target is significantly different. Avon has these peculiarities, which makes it interesting. This is what interested me and is what I will focus on. Avon is a cosmetics company that offers a wide range of products in order to broaden its target. Through its ambassadors who come to your door, Avon is a company whose goal is to better meet the aspirations of women in terms of products, services and personal development. [...]

[...] With their expertise in terms of research and development, they are able to constantly develop new products and integrate the range of products faster than their competitors. The creation of new products with the symbol of the quality of Avon and technologies only increase the branding of the company. In this way, the company expects to retain more customers and offer them a more attractive range. Avon carries a luxury image, the American stars and stripes in most of its brochures and in its advertising campaigns. The company uses a sophisticated image of the woman. Its slogan is also "The Company for Women". [...]

[...] Then it was in 1959 they began to settle around the world. After having implemented throughout the American continent they settled in Europe beginning with Britain and Germany, then it was in 1966 that the company would take up the French market. Thanks to strong export sales having experienced strong growth, which has doubled turnover in just one year; domestic sales reached 250 million dollars. Following the acquisition of jeweller Tiffany's in 1979, have expanded once more its offer by selling jewellery. [...]

[...] In 1914 the company opened its first foreign subsidiary in Montreal. In 1937 when the son of Mr McConnell took over from the company, the products had been guaranteed and approved by the magazine "Good Housekeeping". The company changed its name in 1939 to become ‘Avon Products Inc'. This name is inspired from Stratford-upon- Avon, the birthplace of Shakespeare's favourite writer David Mc Connell. In the 40s, it has achieved an annual turnover of 16millions dollars per year. In 1954 the company achieved 55 million in annual sales with 3.700 employees which 2 / 3 are women. [...]