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1、PREPARED BY Leo Burnett-GUANGZHOUJuly 2002,AVONBrand Review,Table of Contents,Company BackgroundOperation OutlookStructureAvon ShopsProduct OffersMedia SpendCommunication MeansPR/Event ActivitiesThe Discovery Road of AvonThe Discovery Road of Amway,Company Background,A global beauty company,Founded
2、in 1886 in New York,Avon was named by Mr.David McConnell who paid tribute to his favorite playwright,William Shakespeare(Avon is the name of a river in the hometown of Shakespeare).Since then,Avon has created career opportunities for millions of women around the world.,Today,Avon is a leader in beau
3、ty and a trusted name in direct selling.She has grown into a global corporation,a Fortune 500 company,with SR numbering three and a half million and products sold in 143 countries around the world.,Operation Outlookin China,Operation Outlook in China,Amway has offered products and services since 199
4、5,Avon started to offer products and services to consumers in 1990,Avons factory is located in Guangdong Chonghua Industrial Area,covering 80,000sq meters with annual production capacity of 120 million units of products,Amways factory is located in Guangzhou Economic Technological Development Zone,c
5、overing 91,000sq meters with annual production capacity of 3 billion units of products,77 branches 5,000 outlets20,000 SRs,Main outlets focus aroundcoastal areas.Over 100 outlets in every main cities(BJ,SH,GZ,CQ)Franchise business to expandbusiness,Operation Outlook in China,Outlets are mainly Avon
6、direct selling as well as franchise shops,Outlets are all Amway direct selling stores,77 branches,over 5,000 outlets and 20,000 SRs,58 stores and 130,000 SRs,Maintained network in the main cities,while expanding in 2nd and 3rd cities.,Mainly in relatively developed cities,Operation Outlook in China,
7、“Work along both lines”strategy(双管齐下）,Definition-Beauty counter:Opened by Avon company.Unique area/counter inside the merchandise store or hypermarket-Chain store:Include Avon direct shop and franchise shop(1)normal:no need to sell all categories,but skin care and cosmetics are required(2)flagship:m
8、odel shop with standard design for other shops-Concept store:Avon direct shop.Self-serving style,for consumers to enjoy free trial and to choose wide range of products,Retail,SR,+,Beauty Counter,Concept Store,Chain Store,Market penetration,Market coverage,role,Franchise“0”fee to encourage more peopl
9、e to devote into Avons business,Operation Outlook in China,Avon retail channel+SRs,Amway shop+SRs,Key role to build up business,Supporting role,To expand market coverage,To increase market penetration,Main role,Supporting role,Stores operation in accordance with government policy,Strengthen relation
10、ship with consumers and ensure personal service,Market size,Quality service,Operation Outlook in China,Avon Shops,Window display dressing changes by monthly with different theme.,Average store space is no more than 40m2 Standard deco applied inevery shop.,Avon Shops-Overview,One of the shop entrance
11、 view,Avon Shops-Overview,Generally all shops are located along row of shop lots with high residential traffic.Location is usually at the ground floor with high visibility and easy accessibility.,In GZ,there are more than 100 shops,however,the surrounding environment is beyond control which at times
12、 affect the Avon premium image which it tries to project.,Avon Shops-Service,Only 2-3 persons are in dutyper store.Overall responsibilities includeSales,Cashier&Merchandising All salesperson are in uniform.Services include:Personal beauty consultant Offer(free/partial payment)Facial Care if purchase
13、 is accumulated to a certain amount.Offer special discounts toClub Members.,Avon frequently holds booth promotion to interact with consumers and attract impulse purchase.,Outdoor Promotion,Product Offers,Product Offers-Global,Cosmetic,Fragrance,1,2,Gifts,3,undergarments,5,Jewelry,4,Health supplement
14、,Skin Care lines,Series of products for women and people around them,6,7,8,Kids product,Mens product,Others,Cosmetic,Fragrance,1,2,Gifts,3,undergarments,5,Jewelry,4,Health supplement,Series of products mainly to fulfill womens needs,Skin Care lines,With the worldwide famous partners.Avon is strategi
15、cally expanding business into the health supplement field,Product Offers-China,Globally,offers over 450 with concentration on narrower target group and specific category i.e.healthcare,household and personal care products,Globally,offers more than 20,000 products generally concentrate on wider produ
16、ct range and target group,Target mainly women Offer wide range to createaffordability for different agegroup.,Target to satisfy family needs Mainly offer to people who pursuefor high quality lifestyle,Product Offers-Overview,Operation OutlookImplication,Operation Outlook-Implication,Avon Strategy:To
17、 occupy market place within the shortest time Hence,Avon has opened large number of stores to build up awareness,andreach target consumers effectively.Keep launching new categories tailor-made for China market,so as to satisfy various needs from women.,Amway Strategy:To win market share by offering
18、high quality products and services Amway values“person to person service”,which is believed critical tostrengthen relationship with consumers and to ensure high qualityservices High investment in research and product development,to ensure quality ofproducts and ultimate consumer satisfaction,Media S
19、pend By Month By Medium By Market,Media Spend-By Month,Source:ACNlisenPeriod:Jan 01-May 02,RMB000,Yr 2002,Year 2001:Total Spend 58,404,Jan-May 02:Total Spend 42,004,Yr 2002,Year 2001,Spending on Cosmetic increased in Year 2002 whilst Perfume spend has decreased.,Skin Care accounts for the highest sp
20、ending of all categories,Media Spend-By Category,Year 2002,Implication,Source:ACNlisenPeriod:Jan 01-May 02,Media exposure for Corporate mainly invested on Newspaper Media exposure for Skin Care mainly invested on TV Media exposure for Cosmetic mainly invested on Magazines,Media Spend-By Medium,Year
21、2001,Year 2002,Implication,Source:ACNlisenPeriod:Jan 01-May 02,Total Market:31,Comparatively with Year 2001,as to-date Avon has increased cities coverage in promoting its corporate image.,RMB000,Media Spend-Avon Corporate,Implication,Total Market:8,Source:ACNlisenPeriod:Jan 01-May 02,Sustaining inve
22、stment in GZ&SH for 2 consecutive yearsYear 2002 increased spending on National TV and extend to more cities.,Total Market:7,Total Market:14,Media Spend-Avon Cosmetic,RMB000,Implication,Source:ACNlisenPeriod:Jan 01-May 02,RMB000,Consistent spending throughout both years.,Total Market:65,Total Market
23、:85,Media Spend-Avon SkinCare,Implication,Source:ACNlisenPeriod:Jan 01-May 02,Comparatively with last year,market coverage has decreased.Concentrating on GZ&BJ as of to-date,Total Market:39,Total Market:2,Media Spend-Avon Perfume,RMB000,Implication,Source:ACNlisenPeriod:Jan 01-May 02,Media SpendImpl
24、ication,Significant increase of spending on Corporate Image($&city coverage)Strategically to achieve Avon awareness nationwide for further business expansion,Periodic media exposure of Avon products To promote key products Leverage other categories with Avon Corporate Image,Media Spend-Implication,C
25、ommunication Means TVC(Refer Appendix Reel)Prints Avon Internal Publication Web-site,Medium-TVC,Medium:TVCCategory:SkinCarePeriod:Year 2002,Medium:TVCCategory:Whitening SeriesPeriod:Year 2001,Note:Refer to Appendix TVC Reel,Medium-Print,Medium:NewspaperCategory:SkinCarePeriod:Year 2002,Medium:Newspa
26、perCategory:SkinCarePeriod:Year 2001,Medium-Print,Medium:MagazineCategory:SkinCarePeriod:March,2002,Leaflets,Lets Talk Magazine,Lets Talk is soley internal newsletter for Avon SRs Leaflet circulation is for both internal and to the mass public.,Medium-Internal Publication,After browsing the website,
27、It is lively,fashionable&create space for women,Provide Avon Products and Price index,Drawback-information is quite cluttered,Medium-Website,PR Activities,TV Program Sponsorship-China Cause Related Program-Global Avon Breast Cancer Crusade Avon Global Womens Health Events-China 1st Fragrance Festiva
28、l Warm Heart Night,An effective publicity approach for Avon to create interaction with its SRs whilst obtain high awareness.,Huan Le Zong Dong Yuan,Huan Le Zong Dong Yuan is a popular weekly program for its“mo fang”show produced by freelancers.Celebrities are invited to attend arouse excitement and
29、fun.The program is broadcast in most of major cities and achieved high rating viewing ship.,TV Program Sponsorship,The Avon Worldwide Fund for Womens Health is a global initiative of Avon Products,Inc.,founded in 1992.Its mission is to improve the health of women internationally.The Fund encompasses
30、 Avon programs in 34 countries around the world that raise money through a variety of fundraising activities,increase public awareness,and connect women to lifesaving medical services.Together,these Avon programs have raised more than$190 million since 1992.Avons goal is to reach$250 million by the
31、end of 2002.,PR-Avon Breast Cancer Crusade,Avons Partnership Standard,Private+non profit+public sector,In USA,Avons partner are YWCA NABCO The National Alliance of Breast Cancer Organization NCI National Cancer InstituteIn China,Avons partner isGuangzhou Women Worker Association,PR-Avon Breast Cance
32、r Crusade,3 day Event MechanicsThe beneficiary of the net proceeds of the Avon Breast Cancer 3-Day,which have averaged 60%since the program launched in 1998.,Avon pink ribbon merchandise items,Kiss Goodbye to Breast Cancer Lipsticks,merchandise item,T-shirts with logo available in Fashion Shops,Othe
33、r supports:Charity show,Community Seminar,Brochure circulation door-to-door,internet,PR-Avon Breast Cancer Crusade,Merchandise Items,Avon was the leader in creating a platform for womens running in the late 1970s through the mid-1980s when the company sponsored the Avon International Running Circuit
34、.These races enjoyed enormous popularity and were largely responsible for securing the womens marathon as an Olympic event.Joan Benoit Samuelson,Gold Medallist in the inaugural Womens Olympic Marathon(1984)and US record-holder,was one of the early Avon Running Circuits most prestigious participants.
35、Avon Running Global Womens Circuit,an international series of women-only 10K runs(6.2 miles),5K walks(3.1 miles)and beginner clinics(8-10 weeks)for all women.,PR-Avon Global Womens Health,RYK,the only manufacturer of premier athletic shoes exclusively for women is the Official Footwear of the Avon R
36、unning Global Womens Circuit in the United States for 2001.,(RRCA)Roads Scholar(tm)program benefits post-collegiate male and female runners who,while struggling financially,show promise and a willingness to compete and develop into accomplished,world-class athletes,Avons Partnership Standard,Sport-r
37、elated+Health caring+non-profit,PR-Avon Global Womens Health,Time:2001 June Venue:GZ,SH,BJ,CQ,WH(5 star hotels),Objective:promote Avon perfume product and perfume knowledge education,Program Seminar DIY Perfume Lucky Draw,Partner:Quest,one of the largest perfume company in the world,Next Fragrance S
38、eminar will be held in June,2002,PR-Fragrance Seminar,Time:December 2000 Venue:Guangzhou Friendship Opera,Objective:Raise fund for Guangzhou Children with health problems.,Partner:Guangzhou Women Association,PR-Warm Heart Evening,PR ActivitiesImplication,Global long-term commitment,China Initiatives
39、,Program/Event sponsorship,Initiate program with long term commitment to gain trust and global recognition.Built focus with single-minded objective and caring strategy on Womens Health.,Build close tie with government bureau thatsupport issues in relate women.Focus to build corporate image and gain
40、supportand participation from Government&Media.Organize outstanding events that is new news toChina,Initiate programs/events with close association toAvon product category.Create excitement and fun for SRs participation,PR-Implication,Overall Communication MeansImplication,Avon,Leverage on Global Pr
41、ograms,Partnership with reputable Association,Charity Programs&Yearly Event,Essential approach to establish Avon brand image and reinforce confidence among consumers Create excitement for Avons SRs Maintain good relationship with Government,PR,Mass Media,Advertise Avon products in 85 cities in China
42、 to:-Promote sales of key products Leverage on brand image&preference Leverage on key products with offer of other product categories.,TVC,Print,TV Program Sponsorship,Terminal,Create reach and penetration To disseminate information,Shops,Internal publication,Communication MeansImplication,Leaflets,
43、Web-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,Communication Medium Implication,Nutrilite:有健康才有将来Artistry:根据产品功能而定,The Discovery Road of Avon,the category.,the company.,the culture.,the consumer.,the idea.,What is going on in the category?How is it changing?What matters in it?How should it be?
44、,What cultural trends and shifts that our brand can tap into?,What are the key things that the company owns or believes in?What is its DNA?What could it offer consumers?,Who are we targeting and what human needs are we connecting our brand to?Use the believer matrix,if only qualitatively.,On our way
45、 to the brand idea,we will make four stops,rigorously investigating these four components of a great brand.Enjoy the ride.,The Discovery Road,the category.,The 1st stop,In general,per capita spending on skin care products rank the highest among beauty products Specialized&Natural ingredient is in tr
46、end.Less differentiation on product feature,whereas emotional value becomes more important to enhance brand image More beauty products to satisfy womenssophisticate needs,Avon Discovery Road,the Company.,The 2nd stop,Low brand image due to excessive discount offered to consumers Take initiative to e
47、xtend its network,giving more opportunity to people to devote into women beauty business Dedicate to Staff Training Provide products to fulfil womens various needs,create a place for women to share womanhood,to better understand and care about themselves,Avon Discovery Road,the Culture.,The 3rd stop
48、,Attitude towards beauty(对于美丽观点）Most women consider beauty products is a necessity,not luxury Most agreed external appearance is an important part to define a womans character,therefore,women tend to take additional efforts to make themselves look goodAttitude towards life（对于生活态度）Most have self-este
49、em,like to be financially independent,possess equal business opportunity with men,gaining great achievements Top 3 topics that interest women are:health,work and places of interest.,Avon Discovery Road,the Consumer.,The 4th stop,Avon is the company for all women.Offer different product lines to diff
50、erent target groups with different needs.We can see classifications as below:Harmonious Happiness(家庭主妇型）Mature,married,prefer to save,family life is the first priority Career Recognition（职业女性型）Young career women,work hard and aspire for certain achievements Fashion/Expressive(时尚/潮流追逐型）Young,white co
