4 AVON SEGMENTATION AND TARGET MARKET Demographic segmentation According to an article in Forbes Magazine, Avon stated that segmenting customers demographically helps to achieve revenue growth for the fiscal 2014 year. Avon’s more than 850 sales districts in the United States are concentrated in the upper east coast. (Avon, 2003)The ten districts of the 850 are primarily Hispanics.Avon has a strong connection with the Hispanic community.Other groups with growth potential are the African American women age 18-49. The ‘Mark brand’ is expected to reach a younger crowd of 16- 18 year olds.Avon realizes that the aging population will seek anti-aging products and therefore it has increased representatives in this market. . Additionally, the company also plans to increase the number of representatives to cater to the Hispanic population in Florida and the south west region across areas like California and Texas.Avon also has been effective in the stay at home market of women.Avon has been losing some ground in it demographic segmentation according to an article in Forbes magazine ("A Look at Avon’s Plans to Turn around Its Ailing North American Division", 2014). Geographic segmentation Avon Products Inc. has a broad region of coverage to include four regions in North America, Latin America, Europe and Pacific. (Avon,2002).Avon geographic segmentation includesrural areas as well as suburban areas.Avon has a domestic reach in North America. Avon’smarkets to household in some 143 countries.Besides the 143 countries, its products distribution includes41 other countries and territories.It operates in Brazil, Russia, China, the UK and China. Latin America is its major market for cosmetics.
5 AVON SEGMENTATION AND TARGET MARKET Psychographic segmentation Avon Products Inc. seeks to find out whatcustomers think about themselves and how they see Avon products fitting into their life styles. . Do they place value on their looks, skincare, and quality of life on spending on luxuries? Avon selective process with sales representative is to meet the needs of what customers think what they value and how they live their lives.Cultural influence offers the most impact on the buying of Avon Products. With the psychographic segmentation, Avon offer surveys to find out what activities and opinions are their customers. The Target Market The largest Market audience for Avon exist with women who in the urban area and rural areas.Ittypically caters to the needs ofpersons between the ages of 35 to 45 years old with higher education above high school.Its consumersare interested in cosmetics, makeup, perfumes and skincare products.Consumers are conscious of how they look, how they smell and skincare.
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