What are Avon's promotion strategies? Let me start with the development of Avon. Avon, founded in 1886, started from a perfume company in California, USA. After 120, Avon developed into a large-scale beauty multinational company, ranking among the top 500 in the United States, providing more than 20,000 products to women in more than 0/00 countries and regions around the world. Equipment develops its own business through direct selling, online sales, traditional marketing and other marketing methods. Avon has become an enterprise that can best understand and meet the needs of women around the world in terms of products, services and self-realization. Its slogan "Know women better than women" is Avon's solemn commitment to women and also embodies Avon's core values. James e Preston took over as the president of the company in 1988. At the beginning of his tenure, he went all out to crack down on three malicious mergers. Facing the national economic recession in 1990s, Preston had to completely revise the company's business and marketing strategy. First, he refocused Avon's core business, entered the international market by reducing costs and relying on high-quality perfume, and revised the salary plan. Secondly, he set out to implement the promotion strategy, restore the advertising expenses to the previous level, and promote direct mail sales through the catalogue business to win young people and higher-income customers. In order to support the catalogue plan, Avon launched a print advertising campaign with the slogan "Avon-the most fashionable store in the city". At the same time, Avon stopped broadcasting TV commercials on 1988 and relaunched a series of TV commercials on 1993. These advertisements encourage women to use toll-free telephones to order Avon products. In addition, Avon also established a good public image by using the public relations plan of "Successful Women Award". After revising Avon's marketing strategy, Preston turned his attention to Avon's promotion strategy. 1988 Avon began to cut advertising fees, partly to make up for the losses caused by the acquisition wave. 1988, Avon reduced its advertising expenses from $22 million to 1 1 10,000, and 1990 to $4.6 million. Now, Preston believes that Avon needs to strengthen its advertising budget and expenditure by reducing bonuses and other promotion expenses. To this end, the company will focus on the print media for advertising. The second step in revising the promotion strategy is to sell the catalogue by direct mail. According to the survey, Avon's customers are generally around 45 years old, with an average income of less than $30,000. Directory direct mail sales should strive for young and high-income customers. Through catalog mail-order activities, the average age of Avon customers can be reduced to 38, and the average income will be increased to more than 30,000 US dollars. In order to make the catalogue plan successful, Avon launched a print advertising campaign with the slogan "Avon-the most fashionable store in the city". Customers can ask for the catalogue according to the toll-free telephone number in the advertisement, and the company will introduce them to the nearest Avon sales representative. Catalogue printing advertisements have produced excellent results, and the number of customers consulted has soared from 9000 to 90000 in 1 month. The company predicts that the catalog project of 1992 will bring sales of 20 million to 25 million dollars in three to five years, and the direct mail business will bring income of 300 million to 500 million dollars. The third step in the revision of Avon's promotion strategy is to launch a series of TV advertisements at 1993. Avon hasn't advertised on TV since 1988. The TV advertising plan is to encourage women to use free phones to buy Avon products. The company will launch a new print advertising campaign to implement this plan. Analysts estimate that Avon will raise funds by reducing costs and reducing the incentive fees for sales staff in 1993. The advertising investment is about $34 million, and Avon is going to invest $70 million in advertising abroad-twice the advertising cost of $35 million in 1992. In addition to advertising, direct sales and promotion activities, Avon's public relations plan-"Successful Women Award" is also being gradually implemented. (1987 before, Avon had hosted tennis, long-distance running and other competitions. Since 1987, Avon has obtained the signatures of hundreds of women's organizations for this award, which will be awarded to those women who have overcome misfortune, discrimination or personal disadvantages and achieved success in their careers. Every year, Avon holds an annual gathering of 65,438+0,200 people in new york, including entrepreneurs, company employees and journalists. The award will be awarded to five winners. Generally speaking, Avon's promotion strategies include gift promotion, discount promotion, personnel promotion, advertising guidance and public relations.