Global Marketing Strategy and Plan: Avon's Expansion in Bangladesh

This report provides a comprehensive analysis of Avon's global marketing strategy, focusing on its expansion plan into Bangladesh. It begins with a brand history, value, and vision overview, followed by an identification of key issues facing the company. A SWOT analysis highlights Avon's strengths, weaknesses, opportunities, and threats, while a PESTLE analysis examines the political, economic, social, technological, environmental, and legal factors influencing the expansion. The report outlines the marketing mix and STP analysis, detailing how Avon intends to achieve its goals in Bangladesh. It includes a year-by-year action plan, an IMC plan, a timeline, a budget, and an evaluation strategy. The study emphasizes the importance of globalization for increasing brand awareness and sales, and concludes with the potential for Avon to empower women in Bangladesh while improving its brand value.

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

accountability while reducing social stigma which sometimes keeps the issue in the shadows of
women (Potrafke, 2019).
The issue
There is a significant issue faced by Company that is related to brand image which does not
appeal to many customers and so that it impacted by decreasing sales also inability to establish a
new distribution channel was not good for the company because it may fail due to high
competition that is why I won’t fail and it affected by lack of demand economic slowdown and
strong competition this is the only reason that affects company by a continuous problem which
active representative retention become major.
Now company expand its business in Bangladesh because the main motive of the
company is to increase sales and globalization business in Bangladesh to earn more profit so that
it helps to improve the brand value of the company and also empower the beauty of women who
live in Bangladesh and motivates them to accomplish their life (Bulut, 2019).
SWOT analysis
Strength
By considering the strength of Avon it has a very clear segment that targets women to lure
their company is also unsure about the preference given to women are the only representative
that primarily focuses based on social causes and focuses on women empowerment (Chidiac,
2018). then another strength is related to good stakeholder relationship maintained by the
company to get success through direct marketing which lies in the satisfaction of stakeholder
and their mind therefore organization focus on maximizing the value of each of the stakeholders

such as customer agent and partners. Strong recognition has indicated even worlds recognized
brands which are around 90% recognized also company unsure about various products such as
personal care and beauty which are for women men and children that help to maximization of
return. Avon Guarantees by extra income that represent two options for sales leader also former
is responsible for direct selling which manage a team of representatives that helps to get
commission by sales made by stakeholders.
Weakness
Company changes women in society earlier than they were at home also several
homemakers become sales representatives of the organization to the extra bit of income that
reduces numbers. There are a large number of competitions from the online market faced by the
company and become the biggest reason why the customer wants to get an Avon product Online
so that it can be convenient for them (Daskalaki, 2020.). There is the biggest competition between
online retailers and traditional retailers so the company tried to make unrealistic promises that
considering both quality and incentives given to partners also another weakness is related to the sudden
reduction in US sales to leading market by sharing and several representatives then this resulted by
lower-income segment in some of the countries which are South Korea Africa and Vietnam.
Opportunity
Avon has the opportunity to sell through online portals to direct selling which supports line
retailers such as Flipkart and Amazon that get the product to customers. Also, this strategy helps to
target bigger markets cost-effectively. According to as the rate of inflation increases also many
employees or homemakers are looking for an extra source of income that supplements their basic source
it helps to give multilevel marketing companies that widen the market by improving sales that kind of
opportunity helps the company to grey grow in Bangladesh that also organization will focus on online
selling in Bangladesh as well as a retail store that can be more convenient for those who are looking for a
physical store. Women of Bangladesh will get an opportunity for employment by selling online products
of Avon. Also, it helps to enhance their knowledge as well as help them to become independent.
Threat
The biggest threat for companies is related to changing behavior because of online channels apart
from existing physical stores that drive supply chain models (Kabus and Kana, 2018). Also to develop
the new technology, competitors can be a serious threat to industries that are given a medium to long-
term future. With intense competition in the market increasing number of players in the industry also in
the last two years company has had downward pressure note on profitability also on overall sales which
were impacted by continuous fluctuation regarding the standard of market

PESTLE analysis
Political factor
Political factors play an important role to determine the factor which impacts upon product while
expanding business in Bangladesh this is related to long-term profitability affected also it operating in
the personal product in more than countries at political risk. On the positive side before entering the
market company will focus on the political stability of Bangladesh which is important for the personal
product sector in the economy also it is necessary to consider the level of corruption, especially at a level
of regulation in the consumer goods sector which can be impacted by bureaucracy and interference in the
cosmetic industry by government. The trade regulation and Tariff related to consumer courts are
necessary to consider because the democratic constitution was let go during this resignation and satisfy
the military personnel by undergoing military term take over (Barykin, Smirnova and Mottaeva,
2021).
Economic factor
Economic factors impact on Avon products related to aggregate demand and aggregate
investment in an economy also by considering the macro factor is related to saving rates interest-rate
inflation rate and foreign exchange rate affected company, on the other hand, microenvironment factors
related to competitive norms which affect inflation and industry economic growth such as personal care
products in which consumer not spending much amount on that kind of product. So it is necessary to
analyze the infrastructure quality in the personal product industry because Bangladesh women do not
much focus on their beauty so it can be a big task for the company to maintain its brand value thereby
employing women of Bangladesh.
Social factor

By considering the social factor the culture of Bangladesh is more believed in the attitudes of the
population that play a great role in understanding customers in a given market than designing marketing
messages according to the demographic and skill level of the population. There is a large population that
is educated and also focus on enhancing their beauty which is why the company can grow in the market
also a gender roles and social convenience of the company can be considered a rich culture because
Bangladesh observed their art dance music and clothes to follow their culture is so it can be beneficial
for the company to expand their market in Bangladesh by enhancing women beauty as well as providing
work from home regarding selling a product online that gives employment opportunity (Hyvärinen,
2019).
Technology factor
For any industry this is the most important factor which is considered while expanding in another
market because technology innovation is affected by the positive side to expand the business to get more
profit. That is why Bangladesh will more focus on advanced technology to improve the industry also
technology advancement help even to target a large market also it helps to expand business with the help
of online store. It has been analyzed that this is impacted on value chain structure of the consumer goods
sector by considering the rate of technological diffusion and product offering by the company because
competitors of Avon such as Amway use high technology to produce high-quality products related to
personal care so it can be difficult by choosing an organization to use that kind of technology while
expanding in another country.
Environmental factor
It has been analyzed those different markets have different norms and environmental standards
that can be impacted on profitability of a company in those markets there are different environmental
laws and liability which is necessary to follow by a company that is expanding their business in another
country (Rivers, Beech and Fernandes, 2019). The climate and weather of Bangladesh is a lot of
humidity and rainfall also the temperature is range from 30° Celsius to 40°C at the time the sale of the
product in physical stores decreases so the population more focus on online marketing also even will use
recycling products that will not harm the environment as well as help for sustainability development.
Legal factor
It is necessary to analyze legal factors while expanding business in Bangladesh because the
government of Bangladesh encourages industries to boost the economy as well as infrastructure. Avon
protects the intellectual property and rights of the organization before entering the market in the
competitive age as well as anti-trust law in the cosmetic industry necessary to more focus on
employment low health and safety laws and data protection which help to grow effectively as well as
provide employment opportunity to people of Bangladesh.

Rationale
 Avon is using a learn and test approach for attracting a younger team of
representatives because it continues on its digital transformation journey. The company is
on a mission for increasing its market penetration which helps to focus on reaching and
recruiting a younger generation of representatives in the market and selling its products.
Arla also aims to maintain the cosmetics industry's image to balance consumer
misconceptions and myths regarding beauty roles in women. The vision of the company
is best understood and satisfy the product service and self-fulfillment made of woman
globally. The sales objective of the company is to increase sales by 20% by end of the
year in Bangladesh.
Marketing mix
There are different types of strategies used by Avon to expand its business also there are
different marketing tools that a company produces the desired response from the market.
Also, this is consisting everything which an organization can do to influence demand for
its product, and also it is related to marketing planning execution (Longwe and Sakyi,
2020).
Products-
There are different types of products offered by Avon such as cosmetics fragrances
Accessories and toiletries also company began sportswear for women to employ a unique direct
selling method that is greatly responsible for incredible success also some of the popular
products of the company are our liner, mascara, color lipstick, clinical day cream, hair serum,m,

etc. Also, the best selling product of the companies related to multi-performance night cream
which is an anti-aging nighttime oxidizer that is claimed for improving local skin texture skin
tone wrinkles, and crows feet that provide a youthful appearance to women.
Price-
Premium pricing strategy used by everyone to get position itself by high-quality product
it is easily available to customer also it target housewife who is comfortable buying their own
space from regular cosmetic purchaser (Liebers and Kunz, 2018). In India, companies maintain a
competitive pricing policy because there is a lot of competition and several rival brand that kept
product prices at reasonable and affordable rates to capture ever grow ever-growing summer
market which believes in the concept of getting the larger volume that also helps to succeed by
greater revenue.
Promotion-
The promotion strategy used by the company is an advertiser to make the position a in
consumer market also there are famous personalities are helps to create positive brand awareness
that is recently appointed Aditi Rao Hydari new brand ambassador in India also there are
different types of a magazine published by the company to attract young women and brochure
that can we download from the official bear website so that it helps to inform the customer which
product they are the latest offering.
Place-
It has a presence in hundreds of countries with Brazil which is considered the largest
market for cosmetics then it also helps to introduce the market to China via beauty and via direct
selling since the year 2006. Also, the company believes in a direct selling policy if distribute
product far and wide to various dimensions such as channel size of distribution and degree of
participation. The company launched a mobile application that uses an s e-commerce web tour to
sell products there are different distribution channels divided into different companies there’s
controlled by a representative in a particular zone (Shah and Butt, 2019).

STP analysis
Segmentation
Based on segmentation company focus on more than 900 districts to make a connection with
people also women who are between 18 to 49 years are targeted by Avon to realize that the anti-
aging population will seek that kind of product which also helps to increase representative in this
market that is why organization plan for increasing representative across California and Texas.
Based on geographic segmentation major four regions are included such as North America Latin
America Pacific and Europe also rural areas in subaerial suburban areas are covered by
companies in more than 143 households’ countries for distributing their product in different
territories (Wang and Cao, 2020 ).
Targeting
The target market of Avon is women who are between 35 to 45 years old and also interested in
cosmetic make up skincare and perfumes. According to the study it has been analyzed that there
is a keen interest in women for maintaining their beauty as well as providing an opportunity for
women to work from home by selling their cosmetic products.
Positioning
AVON has maintained its good position in the market by modern dynamic bold and inclusive
products offered by the company also there a high-quality cosmetic products offered to 5
different types of issues such as gender-based violence and breast cancer. Based on competitive
positioning companies maintain their competency to offer different types of products.
HOW IS AVON GOING TO GET THERE?
Avon Products, Inc. expansion strategy
Avon Plc is a British multinational cosmetic, skin care, personal care and fragrance
manufacturing company. The expansion strategy of Avon in Bangladesh is to launch two year

Watch Me Now Campaign on television, radio, OOH, spotify and social media platforms. The
management of company will also donate $1 to charities for supporting the women of
Bangladesh on every story shared by customer of Avon Watch Me Now Campaign (Camerano,
2020).
Aim and Objectives
Aim:
 The aim of Avon is to increase the brand awareness and sales of business through its two-
year campaign from March 2022 to February 2024 in Bangladesh.
Objectives:
 To increase the sales of Avon cosmetic, skin, personal care sales by 25% by the end of
second year of campaign in Bangladesh.
 To increase the customer acquisition rate by 10% and acquire 15% of Spotify users by
the end of the first year and second year of the campaign respectively.
 To encourage women of Bangladesh to take care of their skin along with their daily
routine with the help of Avon high-quality products.
 To help the poor, orphan and widow women by donating £1 on every story shared of
their campaign on social media platform by the customers (Camerano, 2020).
Year One Action Plan
Avon company in the first year will launch its Watch Me Now campaign to spread
awareness of its product quality among the people of Bangladesh. During the first stage, the
company will launch its campaign on television, radio and OOH platform. This will help Avon
company to reach its target audience such as Women. For this, the market research will be
conducted by the management of Avon company to identify the needs and demands of customer
of Bangladesh. It is basically done along with the communication of its products important,
benefits and features to Women through its two-year campaign (Alfaro and et.al., 2019). This is
done by company to enhance its brand awareness and customer acquisition rate by 10%.