STATEMENT OF THE CENTRAL PROBLEM

How would Avon Products Inc. improve their marketing strategies in order
to secure and maintain its top competitive position in the Cosmetics, Fragrance,
and Toiletry (CFT) Industry?
 STATEMENT OF

II. OBJECTIVES

To invest greatly on product innovation within the current fiscal year that would
cater emerging consumer trends and preferences. This goes with conducting
quarterly market research to identify gaps from the existing business catalog and
target product innovation to increase Avon’s percentage of revenue derived from
new product lines to 10% for the next year.

To conduct brand image transformation that would still reflect Avon’s vision and its
commitment to standard quality products within the next 52 weeks. This goes with
increasing Avon’s brand recognition by 12% from its target customers through
promotional and advertising campaigns.

To expand their retail channel distribution by employing physical stores in high-

traffic areas and premium shopping districts, as well as developing a user-friendly
E-commerce platform for the convenience of both sellers and buyers, all within 8
months.

To enter few international markets that have an evolving CFT industry by forming
strategic partnerships with local distributors within the next 19 months. This goes
with increasing Avon’s international sales to account for 25% of total revenue
within at least three years through targeted marketing campaigns and localization
of products according to its demographic.