For,

Avon Corporation Ltd & UnitedWorld School of

Business.

Importance of PR and Promotions.

By,

Fuzail.Sopariwala
Objec tiv e :

- The sole primary objective of this project was to understand the importance of PR and Promotions and how these two al low a com pany to m ove ahead of its competiti on and create a strong brand presence in the m arket.

- In an unorgani zed sector such as the weighi ng industry, to be abl e to create a strong brand requi res a company to ful ly channel thei r resources i n an effective and effici ent manner.

- An effective and efficient PR team i s needed to constantly m oni tor the data flowi ng out of the organi zati on and fil ter the informati on to be gi ven out.

- A promotions team is of paramount i mportance as they bri dge the gap between buyer and the seller and create the opportunity of sale.
Execution Methodology:

- Avon has hired Percept Profile as their PR agency, Percept ensures that all the data
flowing out of Avon is in accordance and disseminates them.

- The in-house PR team of Avon decides what data to be given out at what time.

- If and when a major news has to be given out the agency and the PR team sit across and
decide the best way to go about with it.

-Percept constantly works to get Avon substantial mileage across magazines and
newspapers in order to increase brand awareness.

-The Promotions team work round the clock to look for opportunities of promotions.

- Corporate tie-ups, Mall activities, Free health Camps, Events and Exhibitions are some of
the avenues by which Avon promotes itself.
Learning's :

- Learnt the complex nature of corporate communications and brand management of a public company.

- Knowledge enhancement about different promotional avenues that can be used to promote products.

- Importance of a competent PR team and ensuring that right accurate information transpires out of the company.

- Sales can lead a company on route to profit and success in the short term, but for it to solidify its position in the market it needs to build a strong brand name with loyal customer base.

- Return on investment in promotional activities is realized in the long term as it takes time for a brand or a product to penetrate the market.
 

Recommendations:

- In-order to solidify its position in this sector Avon needs to increase its expenditure in branding and promotions.

- For a brand to be known it needs to be promoted and advertised, its extremely hard to build a strong brand without strong financial backing.

- Avon needs to improve its customer satisfaction, customers complain of persistent problems and sub-standard quality.

- Avon needs to be more clear on its financial news and details, as its shareholders and stakeholders are indebted to know the truth. Increased transparency is needed between the management and the publics.

- Willingness to spend more money towards promotional activities, as currently Avon has a good customer base but lack customer faith and brand name.

- Customers are hesitant in purchasing the products as they don’t trust the brand name and product quality thus steps should be taken to increase the both.