By: Katie Lutz, Stephanie Spadea, Alexis Mortenson, Amanuel Fiseha, Chase Wilson and Stefanie Cusick

History of Avon Began in 1886 by Founder David H. McConnell Mission: “to do well by being good,” Engage people to be agents of their own lives,

community and the world. Chose female sales representatives to

empower themselves as well as network and market to other women.

Core Values

Trust: open communication Respect: value differences Belief: Be best you can be Humility: not always right, be humble Integrity: highest ethical standards

Rationale Avon does not reach its

potential reach for the demographics of 18-21 year olds.

Expansion from their door to door sales representatives.

Need to increase the awareness and knowledge of Avon to the target audience.

Researched through Survey’s, Focus Groups and Content Analysis to understand the perception of Avon in the 18-21 year old current community.

Methods Survey’s Focus Groups Content Analysis

Focus Group Used to gain an understanding of the many demographics

associated with Avon and why they are limited to those demographics.

Consisted of 10 people, varied in age, race and gender. Group contained 18-21 year olds, all attending Flagler

college. Chose 7 females and 3 males to represent the population. Asked open ended questions pertaining to their personal

experience, knowledge and awareness of Avon through networking sites, print and representatives in their community.

Survey Purpose of the survey was to receive direct

choices of the underlying attitude people have of Avon.

Survey’s were created on SurveyMonkey and distributed via email, twitter and Facebook.

Consisted of 10 questions of multiple choice, yes/no and point scales.

Content Analysis Contained research of Avon’s already existing

presence on the web, as well as in print form. Used alexa.com to analyze 18-21 year olds on

their personal websites and search engines. Analyzed Print magazines such as In Style,

Lucky, People and Allure, for target audience. Used Social mention to track and monitor

Avon’s Facebook, Twitter, YouTube and photo bucket sites.

Survey Results 80 participants total 60% were 18-21 year olds, our target audience.

Focus Group Results Our Focus group yielded similar results to our survey. Most participant's were unaware of Avon products and

the Company. 60% associated Avon with an older demographic. 1 participants mother was an Avon representative, and

she was the most knowledgeable on Avon. As resulted in the survey, if Avon was sold in retail store

more people would be inclined to purchase the products.

Most have seen Facebook or twitter post but not visited the actual networking sites of Avon.

Content Analysis Results

Alexa.com: analyzed Avon’s website Current Active audience 55-64 year old females Have children Some college education, use website at home

Alexa.com showed 18-21 year olds are the least active group and are not effectively reached.

Also analyzed four main magazines that feature Avon products that reach our target audience regularly.

SocialMention.com: to track and monitor Avon's presence on social media websites such as Facebook, Twitter, YouTube and Photo bucket.

Alexa.com ResultsInstyle.com

Allure.com

Avon.com

Magazines

Social Mention: Avon Beauty Products

• Avon has strong presence online

• Last mention of Avon, 26 min. prior to original search time

• Overall perception on the web is either positive or neutral

Facebook and Twitter

Discussion and Recommendations After analyzing the results, Avon

would appeal most to the 18-21 year olds by having sales in retail locations.

If Avon expanded the distribution of their products, they could also create an advertisement campaign towards the target audience.

Celebrity endorsements

While Avon does have a strong online presence they do not maximize the line to the target audience. › Facebook› Twitter› Instagram

Instagram is a powerful tool on Social Media for 18-21 year olds. Promotions and products could be undated instantly, as well as connect to other sites.

Promotions and contest is also a great way to appeal to further Avon’s reach in the community, especially portraying to a college age group.