Case Study -

Avon: Is this the end of an iconic beauty brand? "Ding dong, Avon calling!" The old tagline from the 1950s and 60s made Avon a household name among the Babyboomer crowd... And now, the quintessential old-lady cosmetics brand. Even so, their status as one of the first major network marketing companies has made them the biggest name in the MLM space, rivaled only by Amway. Add to that their squeaky-clean reputation, and they're unlike other MLMs that reek of manipulation and hype. But like other iconic brands that are losing their foothold or outright dying out (think Sears and Macy's), Avon has been in a steady decline for the last decade. Clearly, they're struggling to transition from door-to-door sales to e-commerce.

Source: https://mlmcompanies.org/avon/

Question :

In designing marketing strategies, companies will need to adopt marketing orientations. Describe the marketing orientations available and elaborate on strategies that AVON can adopt and the strategies suitable for each orientation.