ppt on avon corp
TRANSCRIPT
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SELLING & NEGOTIATION STRATEGY WHILE
ANALYZING MARKET POSITION OF AVON
CORPORATIONS PRODUCTSPRESENTED BY: SUPRATIM ROY
ENROLLMENT NO: 010201076BATCH: 2010-2012
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COMPANY PROFILE
Established as Avon Enterprises in 1995 by Mr. Pankaj Saraiya in
Mumbai
Currently, known as Avon Corporation Ltd. enlisted in Bombay
Stock Exchange
Product line includes weighing systems, consultancy services &
integrated software development
Production unit at Baddi, Himachal Pradesh, collaboration with
German brand Kern to produce laboratory balances
Customer segmentation include Pharmaceutical & Chemical
industries, Healthcare industries, R&D centers, Retail houses,
Government sectors etc.
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PRODUCT PORTFOLIO
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B2B MARKET
STRUCTURE
Electronic weighing systems industry follows a B2B market structure
Industrial weighing machines are manufactured & are supplied to
industrial houses & other commercial bodies
Brands including Avon follows a widespread distribution network to
supply digital weighing scales which involves mainly the production
unit, the distributors, the dealers & finally the end customers.
End customers may be industries like iron & steel, hospitality,
jewellery, hospital, pathological labs etc.
Generally not purchased by individuals for their personal uses
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SWOT ANALYSIS
The business strengths of the company:
Constant innovation & introduction of new products
Brand awareness
Customization as per clients requirements
Industry specific capabilities/expertise
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The weaknesses of the company:
Price sensitivity
Lack of effective advertisement strategy
Insufficient source of funds
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The opportunities in front of the company:
Growing importance of accuracy in weights &
measurements
Innovations & technological advancement
Increasing applications
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The threats standing against the company:
Stiff competition in the market
Sudden trend of untimely revenue generation from clients
Chance of sudden fall in investments in industrial
infrastructure & technology
Changes in macro economic environment
Changes in work culture due to undesired events like strikes,
lockouts etc.
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METHODOLOGY OF WORK
Required to go to the market areas commercially termed as field fordirect selling & negotiation to convince for business transactions
Identify prospective clients & introduce our product
Maintain records of meetings as per the companys requirement
Exchange of visiting cards for further communication to know clients
response
Provide samples to demonstrate the products functionality
Know client feedback from the sample testing that helped to
understand client requirements & drawbacks in products of other brands
Record the list of clients visited & topics discussed & send to the
company to plan future agenda
Discussion with project guide about various issues in the concerned
market to bring out possible solutions
Visit distributors offices to provide order details given by clients for
delivery of goods.
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MARKET OBSERVATIONS IN KOLKATA
Highly price sensitive
Intense competition
Extreme regulations
Stable technology in weighing machines for a long time except for
very little differences
Lack of investment in distribution & after-sales service
Increasing application of electronic weighing scales
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FINANCIAL ANALYSIS
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
07-08 08 - 09 09 - 10 *10 - 11
3910.49
4946.91
7359.27
8392.07
AMTINL
AKHS
YEARS
SALES DATA
Sales
FINANCIAL ANALYSIS
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0
20
40
60
80
100
120
140
07-08 08-09 09-10 *10-11
15.68
33.23
89.3
1167.38
AM
TINLAKHS
YEARS
NET PROFIT
Net Profit
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CONCLUSION
Multiple client visits helped me to conclude the following about
Avons performance in Kolkata market:
Less revenue & lower market position than competitors
Not much popular brand in Kolkata unlike other local brands
creating a market gap
Lack of effective advertisement techniques that could influence theclients
Limited price & service offers
Inadequate market research in Kolkata to know exact client
requirements
Poor after-sales serviceDelayed product delivery in some cases
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RECOMMENDATIONS
After observing the market conditions of Avon in Kolkata, I would
like to recommend the following to the company:
Changes in pricing strategy
Improve after-sales service
Timely delivery of goods
Sufficient market study to know client requirements
Introduce live promotion campaigns besides print media
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OBJECTIVES OF THE PROJECT
The internship program was conducted to help us relate ourtheoretical knowledge in marketing with the practical field activities
During this period I have made significant personal learning which
can be summarized below:
Ever ready for challenges
Broad vision
Learning from cradle to grave
Always create opportunities
Open communication with the boss/company guide
Treat yourself as a product
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