Marketing Avon in China Business Plan by Nicky

A discussion on Avon's marketing and launch in the Chinese market.
# 149913 | 1,410 words | 4 sources | APA | 2012 | US
Published on Jan 12, 2012 in Business (Companies) , Business (International) , Business (Business Plans)


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Description:

The paper considers the issues involved in marketing Avon in China, including whether to create a Chinese image for Avon in the region, the pricing strategies and distribution channels of department stores and the Internet. The paper concludes that selling the midpriced Avon in Chinese department stores is an ideal way to create a humanized brand image for Avon. The paper also recommends that the company website for China be redesigned to make use of more diverse images of Asian beauty.

Outline:
Introduction
Research Question
Product Decisions
Pricing Strategies
First Distribution Channel: Department Stores
Second Distribution Channel: The Internet
Conclusion

From the Paper:

"Do Chinese women find Avon products attractive because of Avon's Western image and qualities or should Avon strive to create a truly Chinese niche? Given the size of its burgeoning middle class, China is potentially one of the world's largest markets for cosmetics. On one hand, Chinese women may associate Westernization with desirability and affluence, and doing something for themselves. On the other hand, Chinese women soon may wish to assert their nation's new status as a world powerhouse by affirming their own, unique beauty standards. Should a product be suggested that capitalizes upon a desire for Westernization through beauty, or create a uniquely Chinese image for Avon in the region?
"Avon's overall image is that of an ethical company: its Avon Foundation tries to use philanthropy to improve the lives of women globally, according to the company's official slogan. Also, it has disdained fantasy images of women in most of its advertising. Its image is that of a realistic woman and the seller of the cosmetics wears your neighbor's face, and is not a vision of perfection. Thus, to sell Avon Color "which offers a variety of color cosmetics products, including foundations, powders, lip, eye and nail products" in "shades that suit the skin tones of women of all ethnicities" would seem like the ideal way to gain an inroad in the Chinese market in a positive way (Avon brands, 2009, Avon)."

Sample of Sources Used:

  • Avon brands. (2009). Avon. Website. Retrieved August 15, 2009 athttp://www.avoncompany.com/brands/color.html
  • Avon China. (2009). Avon Website. Retrieved August 15, 2009 athttp://www.avon.com.cn/PRSuite/home_page.page
  • Avon product history. (2009). essortment. Retrieved August 15, 2009 athttp://www.essortment.com/all/avonproductshi_risn.htm
  • Changing Chinese buying habits. (2008, February 20). Export News. Retrieved August 15, 2009at http://blogs.officialexportguide.com/news/?p=492

Cite this Business Plan:

APA Format

Marketing Avon in China (2012, January 12) Retrieved May 24, 2022, from https://www.academon.com/business-plan/marketing-avon-in-china-149913/

MLA Format

"Marketing Avon in China" 12 January 2012. Web. 24 May. 2022. <https://www.academon.com/business-plan/marketing-avon-in-china-149913/>

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