AVON品牌回顾的剖析

AVON品牌回顾的剖析TableofContentsCompanyBackgroundOperationOutlookStructureAvonShopsProductOffersMediaSpendCommunicationMeansPR/EventActivitiesTheDiscoveryRoadofAvonTheDiscoveryRoadofAmwayCompanyBackgroundAglobalbeautycompanyFoundedin1886inNewYork,AvonwasnamedbyMr.DavidMcConnellwhopaidtributetohisfavoriteplaywright,WilliamShakespeare(AvonisthenameofariverinthehometownofShakespeare).Sincethen,Avonhascreatedcareeropportunitiesformillionsofwomenaroundtheworld.Today,Avonisaleaderinbeautyandatrustednameindirectselling.Shehasgrownintoaglobalcorporation,aFortune500company,withSRnumberingthreeandahalfmillionandproductssoldin143countriesaroundtheworld.OperationOutlookinChinaOperationOutlookinChinaAmwayhasofferedproductsandservicessince1995Avonstartedtoofferproductsandservicestoconsumersin1990Avon’sfactory

islocatedinGuangdongChonghuaIndustrialArea,covering80,000sqmeterswithannualproductioncapacityof120millionunitsofproductsAmway’sfactoryislocatedin

GuangzhouEconomicTechnologicalDevelopmentZone,covering91,000sqmeterswithannualproductioncapacityof3billionunitsofproducts77branches

5,000outlets

20,000SRsMainoutletsfocusaroundcoastalareas.Over100outletsineverymain

cities(BJ,SH,GZ,CQ…)

FranchisebusinesstoexpandbusinessOperationOutlookinChinaOutletsaremainlyAvondirect

sellingaswellasfranchiseshopsOutletsareallAmwaydirectsellingstores77branches,over5,000

outletsand20,000SRs58storesand130,000SRsMaintainednetworkinthemaincities,whileexpandingin2ndand3rdcities.MainlyinrelativelydevelopedcitiesOperationOutlookinChina“Workalongbothlines”strategy(双管齐下）Definition-Beautycounter:OpenedbyAvoncompany.Uniquearea/counterinsidethemerchandisestoreorhypermarket

-Chainstore:IncludeAvondirectshopandfranchiseshop

(1)normal:noneedtosellallcategories,butskincareandcosmeticsarerequired

(2)flagship:modelshopwithstandarddesignforothershops

-Conceptstore:Avondirectshop.Self-servingstyle,forconsumerstoenjoyfreetrialandtochoosewiderangeofproductsRetailSR+BeautyCounterConceptStoreChainStoreMarketpenetrationMarketcoverageroleFranchise“0”feetoencouragemorepeopletodevoteintoAvon’sbusinessOperationOutlookinChinaAvonretailchannel+SRsAmwayshop+SRsKeyroletobuildupbusinessSupportingroleToexpandmarketcoverageToincreasemarketpenetrationMainroleSupportingroleStoresoperationin

accordancewith

government

policyStrengthen

relationshipwith

consumersand

ensurepersonal

serviceMarketsizeQualityserviceOperationOutlookinChinaAvonShopsWindowdisplaydressingchangesbymonthlywithdifferenttheme.Averagestorespaceisnomorethan40m2Standarddecoappliedineveryshop.AvonShops-OverviewOneoftheshopentranceviewAvonShops-OverviewGenerallyallshopsarelocatedalongrowofshoplotswithhighresidentialtraffic.Locationisusuallyatthegroundfloorwithhighvisibilityandeasyaccessibility.InGZ,therearemorethan100shops,however,thesurroundingenvironmentisbeyondcontrolwhichattimesaffecttheAvonpremiumimagewhichittriestoproject.AvonShops-ServiceOnly2-3personsareindutyperstore.OverallresponsibilitiesincludeSales,Cashier&MerchandisingAllsalespersonareinuniform.Servicesinclude:PersonalbeautyconsultantOffer(free/partialpayment)FacialCareifpurchaseisaccumulatedtoacertainamount.OfferspecialdiscountstoClubMembers.Avonfrequentlyholdsboothpromotiontointeractwithconsumersandattractimpulsepurchase.OutdoorPromotionProductOffersProductOffers-GlobalCosmeticFragrance12Gifts3undergarments5Jewelry4HealthsupplementSkinCarelinesSeriesofproductsforwomenandpeoplearoundthem678KidsproductMen’sproductOthersCosmeticFragrance12Gifts3undergarments5Jewelry4HealthsupplementSeriesofproductsmainlytofulfillwomen’sneedsSkinCarelinesWiththeworldwidefamouspartners.AvonisstrategicallyexpandingbusinessintothehealthsupplementfieldProductOffers-China

Globally,offersover450withconcentrationonnarrowertargetgroupandspecificcategoryi.e.healthcare,householdandpersonalcareproductsGlobally,offersmorethan20,000productsgenerallyconcentrateonwiderproductrangeandtargetgroupTargetmainlywomenOfferwiderangetocreateaffordabilityfordifferentagegroup.TargettosatisfyfamilyneedsMainlyoffertopeoplewhopursueforhighqualitylifestyleProductOffers-OverviewOperationOutlookImplicationOperationOutlook-ImplicationAvonStrategy:TooccupymarketplacewithintheshortesttimeHence,Avonhasopenedlargenumberofstorestobuildupawareness,andreachtargetconsumerseffectively.Keeplaunchingnewcategoriestailor-madeforChinamarket,soastosatisfyvariousneedsfromwomen.AmwayStrategy:TowinmarketsharebyofferinghighqualityproductsandservicesAmwayvalues“persontopersonservice”,whichisbelievedcriticaltostrengthenrelationshipwithconsumersandtoensurehighqualityservicesHighinvestmentinresearchandproductdevelopment,toensurequalityofproductsandultimateconsumersatisfactionMediaSpendByMonthByMediumByMarketMediaSpend-ByMonthSource:ACNlisenPeriod:Jan01-May02‘RMB000Yr2002Year2001:TotalSpend58,404Jan-May02:TotalSpend42,004Skincaremediaspendtrendisheavy-upBi-monthlySpendingincreasedonMartoMayforlaunchofCosmeticnewproductline“NewShine“IncreasedspendingonCorpinMar02Yr2002Year2001SpendingonCosmeticincreasedinYear2002whilstPerfumespendhasdecreased.SkinCareaccountsforthehighestspendingofallcategoriesMediaSpend-ByCategoryYear2002ImplicationSource:ACNlisenPeriod:Jan01-May02MediaexposureforCorporatemainlyinvestedonNewspaperMediaexposureforSkinCaremainlyinvestedonTVMediaexposureforCosmeticmainlyinvestedonMagazinesMediaSpend-ByMediumYear2001Year2002ImplicationSource:ACNlisenPeriod:Jan01-May02TotalMarket:31ComparativelywithYear2001,asto-dateAvonhasincreasedcitiescoverageinpromotingitscorporateimage.‘RMB000MediaSpend-AvonCorporateImplicationYear2001TotalMarket:8Jan-May’02Source:ACNlisenPeriod:Jan01-May02SustaininginvestmentinGZ&SHfor2consecutiveyearsYear2002increasedspendingonNationalTVandextendtomorecities.Year2001TotalMarket:7TotalMarket:14MediaSpend-AvonCosmetic‘RMB000ImplicationJan-May’02Source:ACNlisenPeriod:Jan01-May02‘RMB000Consistentspendingthroughoutbothyears.TotalMarket:65TotalMarket:85MediaSpend-AvonSkinCareYear2001Jan-May’02ImplicationSource:ACNlisenPeriod:Jan01-May02Comparativelywithlastyear,marketcoveragehasdecreased.ConcentratingonGZ&BJasofto-dateTotalMarket:39TotalMarket:2MediaSpend-AvonPerfumeYear2001Jan-May’02‘RMB000ImplicationSource:ACNlisenPeriod:Jan01-May02MediaSpendImplicationSignificantincreaseofspendingonCorporateImage($&citycoverage)StrategicallytoachieveAvonawarenessnationwideforfurtherbusinessexpansionPeriodicmediaexposureofAvonproductsTopromotekeyproductsLeverageothercategorieswithAvonCorporateImageMediaSpend-ImplicationCommunicationMeansTVC(ReferAppendixReel)PrintsAvonInternalPublicationWeb-siteMedium-TVCMedium:TVCCategory:SkinCarePeriod:Year2002Medium:TVCCategory:WhiteningSeriesPeriod:Year2001Note:RefertoAppendixTVCReelMedium-PrintMedium:NewspaperCategory:SkinCarePeriod:Year2002Medium:NewspaperCategory:SkinCarePeriod:Year2001Medium-PrintMedium:MagazineCategory:SkinCarePeriod:March,2002LeafletsLet’sTalkMagazine

Let’sTalkissoleyinternalnewsletterforAvonSRsLeafletcirculationisforbothinternalandtothemasspublic.Medium-InternalPublicationAnewAvonPromotionActivityEssenceofBeautyServiceNetLet’stalkJobOpportunityEnteringAvonTonalityisfashionable,colorful,feminine.Offeron-linechatwithwomenAfterbrowsingthewebsiteItislively,fashionable&createspaceforwomenProvideAvonProductsandPriceindexDrawback-informationisquiteclutteredMedium-WebsitePRActivitiesTVProgramSponsorship-ChinaCauseRelatedProgram-GlobalAvonBreastCancerCrusadeAvonGlobalWomen’sHealthEvents-China1stFragranceFestivalWarmHeartNightAneffectivepublicityapproachforAvontocreateinteractionwithitsSRswhilstobtainhighawareness..HuanLeZongDongYuanHuanLeZongDongYuanisapopularweeklyprogramforits“mofang”showproducedbyfreelancers.Celebritiesareinvitedtoattendarouseexcitementandfun.Theprogramisbroadcastinmostofmajorcitiesandachievedhighratingviewingship.TVProgramSponsorshipTheAvonWorldwideFundforWomen'sHealthisaglobalinitiativeofAvonProducts,Inc.,foundedin1992.Itsmissionistoimprovethehealthofwomeninternationally.TheFundencompassesAvonprogramsin34countriesaroundtheworldthatraisemoneythroughavarietyoffundraisingactivities,increasepublicawareness,andconnectwomentolifesavingmedicalservices.Together,theseAvonprogramshaveraisedmorethan$190millionsince1992.Avon'sgoalistoreach$250millionbytheendof2002.PR-AvonBreastCancerCrusadeAvon’sPartnershipStandardPrivate+non–profit+publicsector

InUSA,Avon’spartnerareYWCANABCOTheNationalAllianceofBreastCancerOrganizationNCINationalCancerInstituteInChina,Avon’spartnerisGuangzhouWomenWorkerAssociationPR-AvonBreastCancerCrusade3dayEventMechanicsThebeneficiaryofthenetproceedsoftheAvonBreastCancer3-Day,whichhaveaveraged60%sincetheprogramlaunchedin1998.

AvonpinkribbonmerchandiseitemsKissGoodbyetoBreastCancerLipsticks,merchandiseitemT-shirtswithlogoavailableinFashionShopsOthersupports:Charityshow,CommunitySeminar,Brochurecirculationdoor-to-door,internetPR-AvonBreastCancerCrusadeMerchandiseItemsAvonwastheleaderincreatingaplatformforwomen'srunninginthelate1970sthroughthemid-1980'swhenthecompanysponsoredtheAvonInternationalRunningCircuit.Theseracesenjoyedenormouspopularityandwerelargelyresponsibleforsecuringthewomen'smarathonasanOlympicevent.JoanBenoitSamuelson,GoldMedallistintheinauguralWomen'sOlympicMarathon(1984)andUSrecord-holder,wasoneoftheearlyAvonRunningCircuit'smostprestigiousparticipants.AvonRunningGlobalWomen’sCircuit,aninternationalseriesofwomen-only10Kruns(6.2miles),5Kwalks(3.1miles)andbeginnerclinics(8-10weeks)forallwomen.

PR-AvonGlobalWomen’sHealthRYKÄ,theonlymanufacturerofpremierathleticshoesexclusivelyforwomenistheOfficialFootwearoftheAvonRunningGlobalWomen'sCircuitintheUnitedStatesfor2001.

(RRCA)"RoadsScholar"(tm)programbenefitspost-collegiatemaleandfemalerunnerswho,whilestrugglingfinancially,showpromiseandawillingnesstocompeteanddevelopintoaccomplished,world-classathletesAvon’sPartnershipStandardSport-related+Healthcaring+non-profit

PR-AvonGlobalWomen’sHealthTime:2001

JuneVenue:GZ,SH,BJ,CQ,WH(5starhotels)Objective:promoteAvonperfumeproductandperfumeknowledgeeducationProgram

SeminarDIYPerfumeLuckyDrawPartner:Quest,oneofthelargestperfumecompanyintheworldNextFragranceSeminarwillbeheldinJune,2002PR-FragranceSeminarTime:December2000Venue:GuangzhouFriendshipOperaObjective:RaisefundforGuangzhouChildrenwithhealthproblems.Partner:GuangzhouWomenAssociationPR-WarmHeartEveningPRActivitiesImplicationGloballong-termcommitmentChinaInitiativesProgram/EventsponsorshipInitiateprogramwithlongtermcommitmenttogaintrustandglobalrecognition.Builtfocuswithsingle-mindedobjectiveandcaringstrategyonWomen’sHealth.Buildclosetiewithgovernmentbureauthatsupportissuesinrelatewomen.FocustobuildcorporateimageandgainsupportandparticipationfromGovernment&Media.OrganizeoutstandingeventsthatisnewnewstoChina

Initiateprograms/eventswithcloseassociationtoAvonproductcategory.CreateexcitementandfunforSRsparticipationPR-ImplicationOverallCommunicationMeansImplicationAvonLeverageonGlobalProgramsPartnershipwithreputableAssociationCharityPrograms&YearlyEvent

EssentialapproachtoestablishAvonbrandimageandreinforceconfidenceamongconsumersCreateexcitementforAvon’sSRsMaintaingoodrelationshipwithGovernmentPRMassMediaAdvertiseAvonproductsin85citiesinChinato:-PromotesalesofkeyproductsLeverageonbrandimage&preferenceLeverageonkeyproductswithofferofotherproductcategories.TVCPrintTVProgramSponsorshipTerminalCreatereachandpenetrationTodisseminateinformationShopsInternalpublicationCommunicationMeansImplicationLeafletsWeb-site为您生活添色彩分享女人新主张Anew:做个新活女人Whitening:寻找美白天使CommunicationMediumImplicationNutrilite

:

有健康才有将来Artistry:根据产品功能而定TheDiscoveryRoadofAvonthecategory.thecompany.theculture.theconsumer.theidea.Whatisgoingoninthecategory?Howisitchanging?Whatmattersinit?Howshoulditbe?Whatculturaltrendsandshiftsthatourbrandcantapinto?Whatarethekeythingsthatthecompanyownsorbelievesin?WhatisitsDNA?Whatcoulditofferconsumers?Whoarewetargetingandwhathumanneedsareweconnectingourbrandto?Usethebelievermatrix,ifonlyqualitatively.

Onourwaytothebrandidea,wewillmakefourstops,rigorouslyinvestigatingthesefourcomponentsofagreatbrand.Enjoytheride.TheDiscoveryRoadthecategory.The1ststop

Ingeneral,percapitaspendingonskincare

products

rankthehighestamongbeautyproducts

Specialized&Naturalingredientisintrend.

Lessdifferentiationonproductfeature,whereas

emotionalvaluebecomesmoreimportantto

enhancebrandimage

Morebeautyproductstosatisfywomen’ssophisticateneedsAvonDiscoveryRoadtheCompany.The2ndstop

Lowbrandimageduetoexcessivediscount

offeredtoconsumersTakeinitiativetoextenditsnetwork,givingmore

opportunitytopeopletodevoteintowomen

beautybusinessDedicatetoStaffTrainingProvideproductstofulfilwomen’svariousneeds,createaplaceforwomentosharewomanhood,tobetterunderstandandcareaboutthemselvesAvonDiscoveryRoadtheCulture.The3rdstop

Attitudetowardsbeauty

(对于美丽观点）Mostwomenconsiderbeautyproductsisa

necessity,notluxury

Mostagreedexternalappearanceisanimportantpart

todefineawoman’scharacter,therefore,women

tendtotakeadditionaleffortstomakethemselves

lookgoodAttitudetowardslife（对于生活态度）Mosthaveself-esteem,liketobefinancially

independent,possessequalbusinessopportunity

withmen,gaininggreatachievements

Top3topicsthatinterestwomenare:health,work

andplacesofinterest.AvonDiscoveryRoadtheConsumer.The4thstop

Avonisthecompanyforallwomen.Offer

differentproductlinestodifferenttarget

groupswithdifferentneeds.

Wecanseeclassificationsasbelow:

HarmoniousHappiness(家庭主妇型）

Mature,married,prefertosave,familylifeisthe

firstpriority

CareerRecognition（职业女性型）

Youngcareerwomen,workhardandaspirefor

certainachievements

Fashion/Expressive(时尚/潮流追逐型）

Young,whitecollars,colorfulsocialactivities,love

tobetrendyandmodernAvonDiscoveryRoadBeautycategory.thecompanyforwomen.theculture.theconsumer.Brandbondis……Fulllineofproductstofulfilleverywomen’sneedsAvonbrandbond

Auniquebrand&consumerrelationship：womencommunityforsharingopinionsEmpowerwomenwithconfidence,pride,careerachievementsOptimistic,confident,lookingforself-fulfillment,positiveandaspiredtobeaprofessionalAvonDiscoveryRoadAvonisoperatesabusinessforwomenSellA,B,C…productsButnotAvonprovidesfulllinesofbeautyproductstofulfillallwomen’sneedsAluxury,Adiscount,Anon-professionalthing,andonlyselltoaspecificsmallgroupsButnotAvonhearsyourthinkanddeliverswhatyouwantJustsellwhatwomenwants.ButnotAvonDiscoveryRoadLightHouseBrandStrategySharewomanhood

分享女人“心”主张CorporatePhilosophyThecompanyforwomenAseriesofproductfulfillwomen’sneedsArangeofproductsleadingthetrendofbeautyEstablishaclearroleinwomen’slifeAvonCommunicationStrategyShareWomanhood

(分享女人“心”主张）Avonisthe“companyforwomen”，

betterunderstandingandsatisfies

everywoman.Womendonottouchonlybeauty,buthealth

self-empowermentandfinancialindependence)Lookgood,feelgood,confidence,in-control(更美丽，更自信）Professional(fulllinesofproducts)Innovativetechnology(break-

throughnewdesignformat)

PersonalService(AvonClub)

PRprogramsBrandBondPositioningConsumerbenefitReasontoBelieveTheDiscoveryRoadofAmwaythecategory.The1ststop

Home-careproductsareimportantinpeople’slife,

moreand

moreproductsofferssubdivisiontooffertheirUSP.

Naturalingredientsamdenvironmentalconsciousisanupcomingtrendofrecognition,thereforesafeandnon-poisonousproductsarepreferredinpeople’slife.

HighqualityproductsingreatdemandduetotheurgeofimprovinglivingstandardMoreandmorecompaniesarenotonlyfocusingonproductfunctionalcompetition,buttoprovidetheadditionalvalueasapointofdifferencetoattractpeopleI.e.theemotionalservice

AmwayDiscoveryRoadtheCompany.The2ndstop

APartnershipwithSRsoffergivejobopportunityandfullsupporttoreachtheirlifegoal

AclosefriendtoConsumersprovidewiderangeofproductswithtopqualityandenvironmentalpackagingtofufilpeople’sdailylifeTheuniquesellingservice“persontoperson”notonlytoenhancethequalityandthoughfulservice(高质量及周到服务），butalsotostrengthenrelationshipamongpeople,inspirethemtocareandliketohelpothersAmwayDiscoveryRoadtheCulture.The3rdstop对于工作观点

Moreandmorepeopleareself-esteemofowningtheirownbusinessandaspiretogetachievementsin