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Mary Kay v Avon

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by

Julia Winn

on 20 September 2013

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Transcript of Mary Kay v Avon

Avon v. Mary Kay
History
WINNER: AVON
Global, Sales Force, Legacy
Culture
IT'S A TIE
Philanthropy
WINNER: AVON
Cause is key to brand

Avon Independent Sales Representative
$10
50%
Invite, Inform, Inspire
Scholarships
Mary Kay IBC
$100
50%
Try before you buy
Selling, Recruiting, Leadership
Cars
Consumer
WINNER: MARY KAY
Consumers hold higher growth potential
Products
WINNER: AVON
More selection, more products, less expensive
Marketing
WINNER: AVON
Greater spend, better endorsements
Financials
WINNER: MARY KAY
1886
100+
6 Million
1963
35
3 Million
Public
No. 252
10.7B
Private
3.1B
Market Share
3% Skin
2.8% Color
3.3% Fragrance
Market Share
4% Skin
3.5% Color
1.8% Fragrance
Breast Cancer
Domestic Violence
Emergency Relief
+ $910M
Domestic Violence
Going Green
Emergency Relief
$38M to domestic shelters
Price
Cheaper
$10 - $20
Product Innovation
Packaging
Trendy Products
Natural Line
Youth Target
Lifestyle Brand
Extensive Product Line
Lucy Hale
Price
"Higher End"
$10 - $20
Product Innovation
Upscale and Traditional
Natural Line
Anti-Aging
4 Products
Tween Appeal
No Celebrity Endorsement
Ad Spend
Direct Selling
6 Million
Multilevel Marketing
Avon Beauty Centers
Endorsements
Lucy Hale
Megan Fox
Olivia Wilde
Digital
Social
PR
50% more searches than MK
Brand positioning issue
Philanthropic events well publicized
New York Fashion Week
Ad Spend
Direct Selling
3 Million
Multilevel Marketing
Mary Kay Parties
Endorsements
Alicia Keys
Martina McBride
Jewel
Digital
Social
22,250
PR
Pyramid Scheme
Animal Testing

Older
> High School
Higher income
White and Hispanic
18-34 increasing (31%)
<$25k, <$50k
35-54 decreasing
High School or less
Hispanic; African American
$3 million on Super Bowl ad
$400 million (2010)
Internet
Apps
Internet
Apps
$18.6 Million
74% magazines
8.9% Spanish-language TV
40,788
1,389,353
29,180
40,788
14,483
99,048
3,846,590
6,974
10,608
Website
Avon Lady Locator
Magalog
Avon Products Order Form
yourAvon mobile
Website
eCatalog
IBC Locator
eCatalog
Virtual Makeover
Take Aways
AVON wins
Room for differentiation
Leverage PR & Philanthropy
Alter incentives
Package and re-brand @Play

Thank You
See you at the next match!
Full transcript