Avon's Marketing Orientation Towards Global Operations

Avon's marketing orientation towards global operations.

Avon's international appearance is three times larger than the number of sales and employees compare to its Northern American Division (Daniels, Radebaugh, and Sullivan, 2011, p. 620). In recent years, most of their marketing managers focus on international expansion rather than in U.S. market, this is because competition from other beauty manufacturer deluge the market and an array of options are available and mostly with high quality products. Avon's marketing approach in international market in terms of production is that they allowed the country managers to decide what type of products is appropriate in their jurisdiction. Once they determine the right product, the local or the U.S. based R&D unit will develop it until it is ready for distribution. In this way, developing of every product suited to the target customers is a guarantee that sales will increase. Now, since the operation of the company is all over the world, there are no guarantee that a consumers from a different region has a similar skin sensitivity on beauty products with another region, say for example is the tropical country of Brazil has more moisture compare to the dry place of North Africa and Middle East. So, the marketing orientation in terms of production and sales would be different in these places. As the climate change, a consumer varies on their needs.

Another marketing orientation is the customer. Avon's strategy in marketing the products are mostly for women, considering the age group of cosmetics extreme users and the place where women population grows faster. Their strategic marketing orientation involves independent sales persons or Avon representatives. Aside from producing different products that fits to the taste of customers, they used part time workers to demonstrate and advise the customers what product is appropriate for them. These reps place sales orders with Avon and deliver orders to the customers once they receive it (Daniels et al, 2011, p. 621). In social marketing orientation, Avon creates a Breast Cancer Crusade that raised global awareness on breast cancer. The crusade named "Avon Walk for Breast Cancer", a marathon-and-half walk (39.3 miles) over two days. Avon Walk is a success; participants have supported critical community outreach and education, raising awareness about breast cancer and the importance of early detection ("Avon Marks 20 Years of Fighting Breast Cancer", 2012). Some other known programs of Avon Corporate Citizenship are the "Avon Foundation for Women", "Violence Against Women", and "Emergency Relief". The company is committed to improve the lives and help the welfare of every woman in the world. One of its founders David H. McConnell guiding principles was "To meet fully the obligations of corporate citizenship by contributing to the well-being