Fmcg Essay Example | Topics and Well Written Essays - 250 words

Fmcg - Essay Example Avon as a band in general has seen its brand value collapse as its market performance has tanked in recent years, leading to a corrosion in the overall prestige and desirability of the company and its products (Kowitt 2012). There are many things that contributed to the failure of the brand and many of its products, among them failure in strategy and in marketing, and in terms of being able to adopt and execute on a comprehensive social media strategy. As late as 2012 it did not have an effective strategy to leverage the strengths of social media platforms such as Facebook and Twitter, as well as other online media tools such as blogs. This is part of a bigger problem with regard to making the Avon brand relevant to consumers in general. This is true in the United Kingdom and in many other key markets in the West as well. With Avon’s product, the key sales channel had been direct sales, and in the age of the Internet and social media, the company has failed to make its direct selling model relevant. While there are no breakdowns of sales for the Goddess Eau de Parfum sales, it is clear that its many negative reviews puts it at the bottom in terms of sales performance for individual products (Glazer 2012; Carrillo 2014). Botanicals (2014). Natural Moisturizers: nourishing face moisturizer: rose and camella. Botanicals.co.uk. [online]. Available at: http://www.botanicals.co.uk/natural-moisturisers/ [accessed 10/12/2014]. Carrillo, S. (2014). 11 Best Avon Products- and the 4 Worst: No. 4: Avon Goddess Eau de Parfum Spray, $22.50. TotalBeauty.com [online]. Available at: http://www.totalbeauty.com/content/gallery/p-best-worst-avon/p33782/page2 [accessed 10/12/2014]. Glazer, E. (2012). Avon is Late to the Social Media’s Party. Wall Street Journal [online]. Available at: http://www.wsj.com/articles/SB10001424052702303978104577360182622655056 [accessed 10/12/2014]. Procter & Gamble (2014). BB & C Cream: Regenerist CC Cream Light. Olay.co.uk