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Marketing Management Case Study
Case Title:
Avon: Direct Selling in China
Publication Year : 2010
Authors: Firdaus Maldar, Souvik Dhar
Industry: Cosmetics and Skin Care
Region:China
Case Code: MM0036
Teaching Note: Available
Structured Assignment: Available
OR
Abstract:
Avon, the leading direct selling company of cosmetics and related products, entered the Chinese market in the 1990s. China banned direct selling in 1998 and Avon was forced to change its sales model and open retail outlets. In 2001, China joined the World Trade Organisation (WTO) and agreed to ease restrictions on direct selling. In 2005, Avon was granted permission to conduct tests of its direct selling method in China.
Pedagogical Objective:
- To discuss the opportunities presented by the opening up of the direct selling industry in China
- To discuss the steps initiated by Avon to take advantage of this opportunity and the obstacles it faces.
Keywords : Avon, Direct selling, Andrea Jung, Beauty and related products, Marketing Strategies Case Study, Amway, Mary Kay, Multilevel marketing, World Trade Organisation (WTO), Pyramid selling, Upline distributors, Nu Skin
Contents:
- Avon: A Brief Profile
- Direct Selling in China
- Avon: New Opportunities in China
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