Andrea Jung's Makeover of Avon Products

Avon Case Study


      Andrea Jung’s Makeover of Avon Products, Inc.

Summary:   Avon Products, Inc. (Avon) is based I New York. The firm engages in the manufacture and marketing of beauty and complimentary products primarily in North America, Latin America, Europe and Asia Pacific. Avon’s Products are classified into three products categories: Beauty, Beauty Plus and Beyon Beauty. The Beauty category consists of cosmetics, fragrances, skin care and toiletries. Beauty Plus includes fashion jewelry, watches, apparel and accessories and Beyond Beauty comprises home products, gifts and decorative products, candles and toys. The company sells and markets its products through a combination of direct selling, marketing by independent Avon representative and via its consumer Web site,

On Andrea Jung’s commencement as CEO in 1999 she faced a number of strategic problems at Avon -   there was no superior strategy for the company to initiate and thus no competent implementation and execution of this strategy. This leads to a number of symptoms such as poor image, slow growth and a decline in sales, which was a direct link to a vague strategic vision, lack of innovative technology and lock of leadership. With a new strategic vision implemented by Jung, Avon was able to move into the 21st Century with a clear view to compete with other Cosmetic, Fragrances and Toiletries (CFT) companies in the same industry.

Question No.1: What is your assessment of   Andrea Jung’s Performance as Chief Strategist at Avon Products? What has she done well? What overall grade would you give Andrea Jung for the job she has done as CEO?:

Andrea Jung was very strong as chief stragiest of Avon Products. She never feared to make any drastic change that could help drive Avon back to the top of Cosmetic, Fragnance & Toiletry Industry. She knew that serious issues were present & the company need to address them. These issues includes

    • Product appeal