By Laura Klepacki

“…this publication is essential for numerous reasons…avon is the epitome of the entrepreneurial innovator; studying the way it was once performed is easily well worth the time spent.” (MBA enterprise, summer time 2005)

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Extra info for Avon: Building The World's Premier Company For Women

Sample text

To do this, it began buying up and forging deals with prestigious fragrance brands. Avon kicked off the proposition with a joint venture with designer Liz Claiborne to create a fragrance and cosmetics line. The items were made available in 2,000 stores. About this same time, Avon aligned itself with actress/model Catherine Deneuve, for a new fragrance jointly developed with a France-based business called Parfums Phenix. Then, in 1987, Avon struck a deal with the hottest fragrance purveyor of the day—Giorgio Beverly Hills.

We sell our products to, for, and through women. We understand their needs and preferences better than most. qxd 3/9/05 11:30 AM Page 47 HIRE THE BEST MAN (OR WOMAN) FOR THE JOB 47 basic business and influence our choice of new business opportunities,” wrote Preston in a letter to shareholders. Having secured a general buy-in to the idea, next came the job of redesigning company letterhead, brochures, advertisements, publicity, and so on to reflect the newly defined voice of Avon. ” A RISING YOUNG TALENT One day Preston got a call out of the blue from the president of Psychological Associates, a consulting firm in St.

WHY AVON? Jung quickly seized on the challenge of implementing another turnaround plan. In previous years, Avon had survived a disastrous diversification attempt and fought off three sets of raiders. It had been roughed up and desperately needed a new coat of paint. Jung had considerable experience freshening up businesses and this was another opportunity to do what she thrives on—getting in touch with the consumer. Avon was also a much bigger fish in an increasingly global pond. ” These brands blend the best of a mass and prestige brands, complete with high-quality products and packaging, yet available at an affordable price.

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