Be Different and Try Something New – Among the axioms of marketing is the notion that successful competition is achieved by doing something that your competitors have never considered. There is no better example of this than in the distribution industry. It is often the case that traditional distribution methods do not allow customers who would like to purchase a product to operate because they are not able to reach the specific outlets where the product is available, or because they dislike the outlet for some reason.
By breaking the mold of distribution, it’s possible to get closer to customers that other companies aren’t able to reach. It’s even possible to recruit a few customers who are currently being served adequately but would find it more convenient to have their distribution route changed.
The idea behind Avon Cosmetics was to enter a market that had traditionally been served by pharmacies, department stores, and hairdressers in the form of a franchise. There was no real problem with this in the past – most women could easily include a cosmetics shopping session in the local pharmacy as part of their shopping trip, or a trip to the hairdresser could also be an opportunity to stock up on lipstick and mascara as part of their visit to the salon.
Despite this, a significant number of women found it difficult to do so, either because their children were housebound or because their parents were elderly, or simply because the stores were too far away from where they lived.
Also, it is often the case that women want advice about cosmetics, but most pharmacies do not offer any type of cosmetics advice to their customers. As a result of Avon’s door-to-door service, in which cosmetics are delivered to women and advice is given on how to use the product, the idea of offering products directly to customers was introduced.
In many instances, Avon representatives were themselves women looking to earn a little extra money in their spare time, often neighboring the people they sold to, which made the visit from an Avon representative both a social event as well as an opportunity to shop. Avon cosmetics are available everywhere from refugee camps in the Middle East to housing projects in New York to leafy suburbs in Surrey, from canoes paddling up the Amazon to leafy suburbs in Surrey.
There are a number of surprising purses that are carrying the brand, including some that are marketed by L’Oréal Cosmetics at several times the company’s sales. As a matter of fact, Avon products have proven very popular among transvestites; the ability to buy cosmetics in a private setting, as well as being able to get advice about cosmetics, has proved to be an important advantage for these people.
As a practical matter
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In spite of the fact that nobody else seems to be doing what you are doing, don’t let that discourage you. It’s a great advantage to be able to do this!
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Making a decision about your new target market should be your first step. The traditional approach may not be meeting the needs of some people who are currently poorly served by it.
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The new approach you are going to use needs to be carefully designed. There may not be a precedent to guide you in your decision-making.
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Consider looking for precedents from other industries. You can learn a lot from precedents from other industries.
Originally posted 2023-03-01 07:15:39.