ASSIGNMENT OF ADVERTISING AND

SALES MANAGEMENT

ON

ADVERTISEMENT CAMPAIGN OF AVON

BEAUTY SOAP

SUBMITTED TO: SUBMITTED BY:

DR.AMARINDER SINGH SHARMEELI

MBA-II-D SEM III

5912

ADVERTISEMENT CAMPAIGN:
An advertising campaign is a series of advertisement messages that share a single idea and
theme which make up an integrated marketing communication (IMC). Advertising campaigns
appear in different media across a specific time frame.

The critical part of making an advertising campaign is determining a champion theme as it

sets the tone for the individual advertisements and other forms of marketing communications
that will be used. The campaign theme is the central message that will be communicated in
the promotional activities. The campaign themes are usually developed with the intention of
being used for a substantial period but many of them are short lived due to factors such as
being ineffective or market conditions and/or competition in the marketplace and marketing
mix.

BASICS OF ADVERTISING

• Planning an advertising campaign

Certain businesses choose to advertise when their target audience is most likely to buy their
product or service. Sometimes this can be seasonal - a toy retailer, for example, will focus
much of its advertising efforts around the run-up to Christmas. If you're selling to other
businesses, it's worth identifying when your customers and potential customers will have the
budget to spend.

However, some businesses choose to focus more attention on their quieter times on the basis
that the busier times will naturally see an increase in sales. Advertising during quieter times
might mean you won't have to work as hard to stand out from other competitors, as they
won't be advertising, but there may be fewer customers to target.

Gaining a greater market share during these periods could not only help during the busier
times - as you will have already developed a bigger customer base - but will improve your
cashflow and minimise your reliance on certain trading periods.

The reasons behind a campaign:

 Many businesses launch advertising campaigns simply to boost sales or increase
brand awareness.
 The launch of a new product will almost certainly require you to step up your
advertising.
  New businesses will want to consider some form of advertising just to let people
know they exist. You could consider an introductory offer to give people an incentive
to visit or call.

Negotiate for a better advertising deal

All advertising media companies produce rate cards - information on the rates they charge for
advertising. But it is usual to negotiate on the final price, according to the type of campaign
you want. Negotiating could get you a price reduction, a repeat that's free or discounted, or a
better position in the publication. You should:

 Mention your budget, but appear undecided about who to spend it with.
 Mention rival media you're considering.
 If you don't need campaigns at specific times, ask media sales teams to alert you when
they have one-off deals. This may be when they are seeking to achieve specific
monthly or quarterly targets and are willing to consider lower prices.

• Ensure any print advertisement is in the best possible position:

 It is widely believed that right-hand pages, especially early right hand pages (those in
the early part of the publication), catch the reader's eye the most
 An advertisement selling greenhouses, for example, should be on a page devoted to
gardening
 The most effective place for your newspaper advertisement is either page one or three
- preferably in the bottom right-hand corner
 If your advertisement has a coupon - for readers to cut out and send in - make sure it
is placed at the edge of the page.
• Managing responses and monitoring the campaign

 A good advertising campaign can pull in the orders - but make sure you can deal with
the response.
 You should determine the expected response level and check you have enough
resources to meet it.
 It may not be a good idea to plan a campaign at popular staff holiday times. If this
can't be avoided, consider temporary cover to deal with responses.
 You may need a system to ensure leads aren't missed. For example, you could design
a standard enquiry form to be used by people fielding calls. The main aim is to find
out as much as possible about what the caller wants.
 If they just want further details to be posted, the enquiry can be dealt with straight
away. If the query is passed to a salesperson, give the customer an indication of when
they can expect a response. If you get a lot of these types of queries, it's a good idea to
set up a system to track them.

IN THIS ASSIGNMENT I HAVE MADE ADVERTISING

COMPAIGN FOR NEW AVON BEAUTY SOAP

• PRODUCT : Beauty Soap

• BRAND NAME : Avon
• PUNCH LINE : The skin you love to touch………………………….
INTRODUCTION
Company style:

Avon Products is a multi-level marketing company. Traditionally a direct marketing

company[citation needed], Brazil, the United States, and Russia are among Avon’s largest
markets and China represents a significant growth opportunity. The company's chairman and
CEO is Andrea Jung, who was promoted to the position in 1999. She has completed a decade
as CEO and is the longest tenured female CEO among Fortune 500 companies.

Avon uses both door-to-door sales people ("Avon ladies," primarily and a growing number of
men) and brochures to advertise its products. In the United States, products may be found
through Representatives selling through online shops to customers all over the country. In
addition to selling, Avon offers representatives the ability to be involved in the Leadership
program, Avon’s network marketing opportunity, where Representatives recruit, mentor and
train others to succeed.

Although the company has always been more directed toward female customers, Avon's line
of male products continues to expand, and its children's products (such as shampoos and toys)
have also proved successful.

In August 2010, Avon launched its first 'International Jewellery Collection' in India.

History

The company was founded in 1886 by then 28-year-old David H. McConnell who sold books
door-to-door and gave out perfume to entice women to buy his books. His perfume proved to
be much more popular than his books, so he then founded the California Perfume Company
(CPC) in New York, New York in a 500-square-foot (46 m2) manufacturing and shipping
office at 126 Chambers Street. As the company grew, he hired his first representative, Mrs.
P.F.E. Albee. In 1897, McConnell built a small (3000 square foot) laboratory in Suffern, New
York. In 1906, the West Coast office in San Francisco was destroyed in the Great
Earthquake. In 1914 the first non-US office was opened in the Canadian province of Quebec.
The California Perfume Company was incorporated on January 28, 1916 by David H.
McConnell and Alexander D. Henderson (businessman) in Suffern, New York By 1918, five
million units were sold in North America, and by 1928, sales reached $2 million. In October
1939, the name was changed to Avon Products, Inc. The company was taken public in 1946.
By 1954, sales reached $55 million, and the "Avon Calling" advertising campaign
introduced. By 1971 the lab would grow into the Avon Suffern Research and Development
facility. By 1979, sales reached $3 billion, with one million direct sales agents. Today sales
exceed $10 billion worldwide. In 2005 they opened a $100 million dollar 225,000-square-
foot (20,900 m2) R&D facility to house its over 300 research and development scientists on
the original site in Suffern, NY. There is a state of the art distribution facility in Zanesville,
Ohio, which recently won the LEED Gold Certificate. Today sales exceed $10 billion
worldwide.

In June 1989, Avon became the first major cosmetic company to announce a permanent end
to animal testing on all Avon-manufactured products. Avon does not conduct animal testing
on any of its products or raw ingredients and does not require that suppliers of raw
ingredients and finished products produced for Avon conduct animal testing on our behalf.

Early Avon Trademark:

The drawing stylized word AVON mark is a expired trademark at the USPTO, and owned by
Avon Products, Inc.

The California Perfume Company, Inc. of New York, NY filed their first trademark
application for Avon on June 3, 1932 with the USPTO. Part of the description for goods and
services provided to the USPTO included "perfumes, toilet waters, powder and rouge
compacts, lipsticks," and other toiletry products. First use and commercial use for Avon by
the California Perfume Company was on September 1, 1929. Registration was granted on
August 30, 1932. The trademark is owned by Avon Products, Inc. of New York, NY. The
status of the original stylized word mark for Avon is expired.

Avon Sales Leadership (UK)

Sales leadership was established by Avon in the United Kingdom in 2004. It is a network
marketing or multilevel marketing company. A MLM plan will pay active associates and
their leaders a percentage of team sales. Sales leadership is open to any new and existing
Avon Representatives.
Long-Time Avon Ladies Live On Forever

Reta Lain, of Waco, USA sold Avon and recruited many other sales women for 43 years.
She bought a 1971 Postal Jeep that she had painted blue to deliver her Avon sales door-to-
door, which she saw similar to Mary-Kay's pink Cadillac incentive, but she insisted she
wanted to keep it more simple, since Mary Kay is more expensive and higher class. She was
well known in a small community, offering many discounts to those who would sell under
her to their own cliental, well knows an "helpers". She had won several Mrs. Albee awards,
and collected almost one of everything that Avon sold in their catalogues, and placed the
items on shelves in her well-known "Avon Rooms". Mrs. Lain had a stroke in 1998, which
led to a slight drop in her sales. Her husband, Doug Lain, made sure his wife's Avon career
would not come to an end after he had recently retired, and helped her package and deliver all
of the orders. She could no longer deliver door-to-door, as she had done for almost 30 years;
However, her sales steadily grew although she had serious health problems. In 2009, her sales
reached up to almost $85,000. Mrs. Lain passed Away in May of 2010 after a long
courageous battle of diabetes, and kidney failure. She will always be remembered by Avon
Products, Inc. as one of their most cherished Avon Marketing clients.

Avon Foundation

In addition to its corporate pursuits, the Avon corporation is involved in philanthropic causes.
The Avon Foundation is an accredited 501(c)(3) public charity founded in 1955 to improve
the lives of women and their families. The Avon Foundation is currently focused on two key
causes: breast cancer and domestic violence Through 2007, Avon raised and awarded $580
million.

Products of AVON

1. Cosmetics
2. Beauty products
3. Make up
4. Skincare
 5. Fragrance

Advertising campaign of Avon beauty soap

INTRODUCTION OF AVON BEAUTY SOAP:

The idea is to introduce new beauty soap by Avon in market which will need very heavy
advertisement and launch campaign to make an impression on women, give awareness about
the soap and persuade them to buy Avon beauty soap for women.

TARGET MARKET AND SEGMENTATION:

DEMOGRAPHIC:

AGE : 15-50+

GENDER: Female

INCOME : From middle class to upper class

RACE : Asian

NATIONALITY : Indian

GEOGRAPHIC:

World region: Asia

Country: India

Cities: All major cities of India

Density: Urban

Climate: Hot and Dry

BUDGET : Total budget: 10 crore

Ambassador: 5 crore

TV ad: 2 crore

Magazines: 30 lacs

Radio: 1 crore

Set up charges: 1 crore 70 lacs

MEDIA USED FOR Ad:

1. TV

2. Magazines(Cosmo,Outlook,Famina etc)

3. Radio
BRAND AMBASSADOR:

Ashwariya Ria Bachan is brand ambassador, who will make it a fashion statement,give the
image of glamour and make it popular among youngsters.
SCHEDULING OF THE ADVERTISEMENT

 Duration of campaign will be of six months.

 It will be continuous advertisement from the month of February to August.

 After that it will be twice a week for a rest of the year.