Development Strategies of Direct Sales on Beauty Market (Avon Case Study)

The purpose of the work is to evaluate strategies' development of direct selling by international companies on beauty and personal care market.The objectives include the following: to determine the role of direct selling as a part of marketing mix; to highlight market prospects of direct selling and beauty and personal care products and to analyze a company's activities of direct selling on beauty and personal care market both in Russia and in the world.The results of the work describe the following:1.Beauty and personal care products share is the highest in direct selling;2.While there are no significant disadvantages, under existing market conditions direct selling is characterized by good development prospects;3.Though Avon is a leader on the market, its share is declining that is proved by key deteriorating indicators of company activities. On the contrary its rivals have the same indicators in good conditions.Under given results recommendations would be the following:1.The Internet , that now is covering more and more territories, is a good supplement to direct selling, that is why companies could benefit from multichannel marketing that may lead to expanding of a number of clients;2.If terms of development strategy is completed and online-sells, as a distribution channel, is actively used, Avon will have perfect opportunities to recover its earlier positions on the market.