AVON

Case: The mark. brand is Avon’s new catalog targetting the youth market. In Avon’s business portfolio it represented the entry to a growing youth market and the creation of the next generation Avon users. The youth target is very focused on brands that are trendy and portray the values they believe in, thus the approach and communication needed to connect and be relevant in every way to successfully launch the brand in the PR and Caribbean territory.

Challenge: Create a comprehensive marketing plan to successfully launch the brand in the local market, maintaining US’s global brand approach, yet connecting with the local consumer and utilizing optimally the current distribution channels.

Result: mark. was launched in 2006 representing Avon Puerto Rico’s strongest launch in years. We developed the marketing plan recommendation including: Financial viability and forecast, competitive market assessment, consumer understanding, advertising plan, promotional plan, sales structure, sales incentives, logistics, and merchandising strategy.