TO: BA$346$ Groups

FROM: Your Boss

RE: Snagging the Avon Account

Avon is a big potential client that could increase our firm's revenue by $50\%$ and provide a constant cash flow source. To successfully secure the Avon account and implement a sales plan that drives long$-$term customer value, we need to develop an effective, customer$-$centric strategy. The plan will be tested at local colleges like Limestone College and Gardner Webb University, and we must ensure our approach aligns with Avon$$s business model. Here$$s the detailed sales strategy to win the Avon account and achieve growth:

A$.$ Identify Your Objectives and Goals

Sales Objectives:

$1.$ Increase Sales Volume: Achieve a $20\%$ increase in sales in the first year at target college campuses.

$2.$ Expand Distribution: Secure placement of Avon products in at least $50\%$ of campus retail locations $($bookstores$,$ student organizations, etc.$)$ within the first $6$ months.

$3.$ Customer Acquisition: Enroll at least $500$ new customers $($students and staff$)$ in Avon$$s direct$-$to$-$consumer channels in the first quarter.

Target Market Segments:

$$ Primary Segments:

o Female College Students: This is Avon$$s primary consumer base, particularly interested in beauty products, skincare, and personal care items.

o College Staff$/$Faculty: Faculty and staff will be targeted for higher$-$end products, special collections, and value$-$driven packages.

$$ Secondary Segments:

o Campus Retailers: College bookstores, student stores, and campus$-$based retailers that sell cosmetics and personal care items.

Promotions and Drives:

$1.$ Back$-$to$-$School Campaign: Focus on Avon$$s popular beauty kits and skincare products with discounts to entice students for the new school year.

$2.$ Social Media and Campus Influencers: Partner with campus influencers and beauty$-$focused student groups to create buzz around Avon products.

$3.$ Limited$-$Time Bundles: Offer bundled discounts for students purchasing in bulk or during special promotional periods.

Customer Needs & Service Expectations:

$$ Needs: Quality beauty, skincare, and personal care products at affordable prices, with a focus on convenience $($easy to buy on campus or via Avon$$s online channels$).$

$$ Expectations: Expect excellent customer service, fast delivery options, and the ability to easily access products both in$-$store and online.

Sales Timing:

$$ When: Target high$-$traffic times such as the beginning of the semester, holiday seasons $($for gifting$),$ and special campus events.

$$ Where: Focus on campus bookshops, student organizations, dormitories, and online through Avon$$s platform.

$$ How: Through direct sales efforts, pop$-$up shops, campus events, and digital marketing $($social media, email campaigns$).$

B$.$ Define Benefits and Features for Target Market Segments

Benefits for College Students:

$$ Affordable Products: Avon$$s products are priced competitively for the college market, offering high$-$quality items at a reasonable price.

$$ Convenience: Ability to purchase products directly from campus locations or through online channels.

$$ Variety: Avon offers a wide range of products to meet different beauty and personal care needs.

Benefits for Campus Retailers:

$$ Quality Product Line: Retailers will benefit from stocking a well$-$known, trusted brand with a strong consumer base.

$$ Profit Margins: Wholesale pricing allows for healthy margins when reselling Avon products on campus.

Sales Approach:

$$ Prospecting:

o Conduct campus surveys and focus groups to understand students$$ needs and preferences.

o Leverage social media to build awareness and engage directly with students on platforms they frequent $($Instagram$,$ TikTok$).$

o Use university alumni networks and faculty referrals to expand our reach to staff and faculty members.

$$ Customer Approach:

o Loss Leader Strategy: Offer trial$-$sized products at a reduced price or for free in exchange for students signing up for newsletters or making a small purchase.

o Promotional Events: Host on$-$campus sampling events, offering free product demos and discounts on the first purchase.

o Campus Representatives: Hire student brand ambassadors to act as Avon representatives on campus, leveraging their peer influence.

Sales Channels:

$$ Direct$-$to$-$Consumer $($D$2$C$)$: Through Avon$$s website and mobile app, students can easily purchase products directly, with promotional codes available for campus orders.

$$ Campus Retailers: Partner with campus bookstores and student$-$run retail spaces to stock Avon products in high$-$traffic areas.

$$ Pop$-$Up Shops: Set up pop$-$up Avon kiosks at key campus events $($like orientation, festivals, and homecoming$).$

$$ Social Media & Digital Platforms: Online channels will drive awareness, provide special offers, and facilitate direct sales.

C$.$ Generating Continued Business and Building Relationships

Cross$-$Selling & Up$-$Selling:

$$ Cross$-$Selling: Promote complementary products such as skincare with cosmetics or deodorant with body care products.

$$ Up$-$Selling: Offer higher$-$end beauty and skincare kits at discounted rates to repeat buyers or customers who$$ve purchased basic items.

Customer Relationship Management:

$$ Customer Retention: Develop a loyalty program offering discounts or exclusive products for returning customers. Use Avon$$s existing email marketing system to send personalized offers and discounts to students.

$$ Build Community: Host virtual or in$-$person events for students, allowing them to learn about Avon$$s products and form a community $($e$.$g$.,$ beauty workshops, skincare tips$).$

$$ Feedback Mechanism: Set up regular surveys and feedback opportunities to gather insights on customer satisfaction and to improve the product offering.

Managing Seasonal Sales:

$$ Peak Sales Periods: Focus on back$-$to$-$school sales, holiday gifting seasons, and spring break for special promotions and product bundles.

$$ Plan for Demand Fluctuations: Monitor purchasing patterns throughout the semester, and adjust inventory and sales tactics based on demand spikes $($e$.$g$.,$ beauty kits during the winter holidays$).$

Monitoring & Improving Effectiveness

$1.$ Tracking Sales Metrics: Monitor monthly sales data, student sign$-$ups, and retailer orders. Track which products and promotions are driving the most sales.

$2.$ Adjusting Strategies: Analyze feedback from students and retail partners to refine product offerings and marketing tactics.

$3.$ Optimizing Sales Channels: Continuously improve the sales approach by testing different methods $($e$.$g$.,$ using pop$-$up shops vs$.$ social media$-$driven sales$)$ and refining based on performance. Give me an example of a conclusion paragraph for this paper