Global Marketing Planning & Strategy for Avon Products, Inc.

Global Marketing Planning & Strategy

TABLE OF CONTENTS
INTRODUCTION............................................................................................................................3
Brand History..............................................................................................................................4
Brand value.................................................................................................................................4
Brand vision................................................................................................................................5
The issue.....................................................................................................................................5
SWOT analysis...........................................................................................................................5
PESTLE analysis.........................................................................................................................7
Rationale.....................................................................................................................................8
Marketing mix.............................................................................................................................9
STP analysis..............................................................................................................................10
HOW IS AVON GOING TO GET THERE?................................................................................11
Avon Products, Inc. expansion strategy....................................................................................11
Aim and Objectives...................................................................................................................11
Year One Action Plan...............................................................................................................11
Year Two Action Plan...............................................................................................................12
IMC Plan...................................................................................................................................12
Timeline....................................................................................................................................13
Budgeting..................................................................................................................................14
Evaluation.................................................................................................................................15
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing globalization is a synergistic term that combines the promotion and selling of goods
and services to increase the independent and integrated global economy. Globalization is
important for marketing planning and making strategies to provide opportunities to propel brand
awareness, increase sales and establish markets in new economies (Lee and Kim, 2020). The
present report is based on AVON, a British multinational cosmetics, fragrance, skincare, and
Personal Care Company based in London. The company sells products in more than 1000
countries; Brazil has one of the largest markets. Also, in the present study Avon expand its
business to Bangladesh to increase sales and globalization. The present report will discuss brand
value vision with the help of swot analysis and pastel analysis so that company can target the
audience according to customer profile and customer insight. Also, the budget will plan to
expand business in Bangladesh.
Brand History
Even started its business in 1892 in New York McConnell his business partner suggested calling
the California perfume company but the director has changed its name in the year 1939 to Avon
product also company has focused on international expansion by selling its product in more than
hundred countries also I want to be entered in the Chinese market in 1990 by direct selling that is
forced the company to sell only in a physical store that cold beauty boutiques at the time the ban
was lifted in 2001 company received a license for direct selling in 2006 according to the recent
research of company it has been analyzed that in 2014 organizations global sales head fell for
five straight years it’s North American revenues failed 18% that year (Adams, Adams and Ullah,
2019). In 2016 company completed the separation of its US Canada and Reurto Ricoh business

as new Evan LLC which also tried with our name this was a three-year plan and the company
moved its headquarters to the London United Kingdom.
Brand value
Then in the year 2019 resilient beauty company Natura agreed to buy products for more than $2
billion via shares web so that it helps to create the world’s fourth-largest beauty company under
this deal natura will hold 76% of the combined business with more than $10 billion in annual
revenue. In 2021 Avon wants to head sales operations in more than 55 countries and different
territories to distribute its product in 24 other companies and territories in December 2021 head
sales. By 2021, Avon wants head sales to open in 53 countries. Brand value of the companies
depends on birth which is related to B Indicates belief I indicates integrity is indicated R
indicates respect T indicates trust and H indicates humility made also company believed people
and business have the power to beat odds and succeed also company believe in beauty
democracy to passionate about keeping beauty in front of others by creating different products
and embrace trends and cutting age of technology (Muhammad and Khan, 2021).
Brand vision
Vision
Vision of the company is best understood and satisfy the product service and self-fulfillment
made of woman globally also there are different powerful statement emphasizes several aims
which are important to the organization also include excellence in customer service and
worldwide and empowering woman.
Mission
Mission statement of the company is to improve the lives of women who are suffering from
breast cancer and violence also company aims to accelerate progress discovery and