As economies develop, will Avon have to de-emphasize its direct selling methods? I feel that Avon should keep the same direct selling aspect but also add other opportunities such as retail stores along with adding direct sales over the television. Another marketing possibility would be to sell to the larger retail stores and have them place the Avon product on their shelves. I think that if Avon does not keep the direct selling approach the empowerment factor of women in these countries will be lost. I also feel that to capture as many sales as possible Avon needs to adapt to a growing culture and change when it is necessary.
In the trade-off between globalization and national responsiveness, do you believe Avon has the right mix? Yes, I think at this moment in time Avon in responding not only to the need to go international but they are not just keeping the practices that have worked in the United States as a "rubber stamp" approach. Avon is responding not only by adapting the product mix they market in each country or geographic region, but also they adapt the marketing tools they use. For example in the United States everyone knows the Avon Company because they knock on doors and sell directly to the consumer. This has worked very well for Avon in the U.S. However in some countries such as Russia going door to door knocking is looked as a bad thing going back to the years of communist rule. So what they have done in some of these countries were it is not acceptable to go door to door Avon has setup retail stores, television advertising with "800" numbers, or they advertise via periodicals. This seems to work since sales are increasing.
Some critics argue that products such as cosmetics and toiletries are superfluous to the needs of poor consumers, yet Avon is actively trying to sell to these consumers. How might Avon answer those critics? I feel that a company should not be criticized for not only giving the women in these underdeveloped nations an opportunity to earn a living and supplement if not completely support the household, but also provide a product to women in these countries that they might not have an opportunity to own if it was not for Avon.
