Mars & Avon
GOALS
Establish a consumer base through non-traditional retail channels.story to resonate with core group; women 17 to 45.
Align with Mars marketing code while positioning brand
TACTICS
Identify top catalog companies and selected Avon.
Developed strategic plan designed to capture the support of existing top selling licensees.
Developed a cohesive presentation that incorporated key players input, attendance and meeting coordination with Avon marketing group.
OUTCOMES
An initial test in the market was determined by Avon. Products sold out in first two weeks.
Successfully placed program in holiday campaign 26, including front cover, inside cover and 4 pages. Program was repeated in two more catalogs and generated estimated sales of over 40 million.