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Avon Case Study

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Avon Calls on Foreign Markets
Case Study

Introduction
Avon is a 125 year old beauty product manufacturer, who has for over a century left a mark on millions of people throughout hundreds of countries. Avon is most popular for their direct selling technique in which the company sells products directly to distributors or final consumers rather than to trading companies or other intermediaries in order to achieve greater control over the marketing function and to earn higher profits. While this method has proven to be successful for Avon and has certainly contributed to their longevity in the market, there are still crucial factors imposing on the company’s global presence throughout the world. The case study “Avon Calls on Foreign Markets” shed light on issues related to branding, pricing, promotion, as well as distribution. Throughout this analysis, I have identified the shortcomings of Avon over the decades and have also provided recommendations for moving forward.
Global Branding
Avon is known for their standardized branding, which allows the company to create a uniform global quality image while saving costs by using uniform ingredients and packaging. While this method may be helpful in increasing sales in Thailand as consumers prefer to buy beauty products made by foreign companies, this may not necessarily always work out to Avon’s advantage. For instance, Daniels et al (2011) reveals several barriers to uniform branding that Avon should most certainly be aware of. For many different countries and cultures, language can have ambiguous meanings. With uniform brands, Avon runs the risk of developing a product that has a certain meaning in one country, while meaning something completely different in another country. Even more damaging, if the brand name translates into something derogatory or offensive, it then sheds a negative light on Avon, which

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