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

Question :

Think of a trend in cosmetics industry recently.

a. Do you think AVON should sell the natural cosmetics in addition to their current product lines? Justify your opinions.

b. Discuss the target market as well as create the marketing mix for this new product.