ASSIGNMENT: CRM STRATEGIES

IMPLEMENTATION OF
SALESFORCE
AUTOMATION IN AVON

SUBMITTED TO SUBMITTED BY
MRS. NEETU SARDANA MEGHNA EVITA LALL
CR/03/11
 Avon Products is a multi-level marketing company.[5] Traditionally a
direct marketing company[citation needed], Brazil, the United States,
and Russia are among Avon’s largest markets and China represents a
significant growth opportunity. The company's chairman and CEO is
Andrea Jung, who was promoted to the position in 1999. She has
completed a decade as CEO and is the longest tenured female CEO
among Fortune 500 companies.
Avon uses both door-to-door sales people ("Avon ladies," primarily and
a growing number of men) and brochures to advertise its products. In the
United States, products may be found through eRepresentatives selling
through online shops to customers all over the country. In addition to
selling, Avon offers representatives the ability to be involved in the
Leadership program, Avon’s network marketing opportunity, where
Representatives recruit, mentor and train others to succeed.
Although the company has always been more directed toward female
customers, Avon's line of male products continues to expand, and its
children's products (such as shampoos and toys) have also proved
successful.
In August 2010, Avon launched its first 'International Jewellery
Collection' in India.

"Avon Leadership Manager (ALM)—built with Force.com—is a

global tool that will be implemented in 35 markets by the end of 2011.
It is already becoming one of the most valuable IT tools delivered at
Avon."
 AVON TAPS SALESFORCE.COM FOR BUSINESS
VISIBILITY THAT IS MORE THAN SKIN DEEP

Challenge
 Leading global beauty company needed to help well over 100,000
independent Sales Leadership Representatives optimize their efforts and
improve performance for themselves and their down-lines – millions of
representatives worldwide
 Previously, Sales Leaders in many markets received performance
reports only at the end of two or three-week campaign cycles, which
didn’t give them the opportunity to impact results in the current
campaign
 Needed a single, standardized platform and reporting solution to
support a global business program emphasizing alignment, efficiency,
best practices, and speedy deployment in markets across the globe
 Required seamless integration with the existing Internet portal to
ensure Sales Leaders would see the new functionality as a coherent
extension of existing tools and ways of interacting with Avon
 

Solution
 Selected the Force.com cloud platform for a deployment that Avon
expects will scale up to approximately 150,000 independent Sales
Leaders, as well as several thousand Avon Zone and Division Sales
Managers, over the next several years
 With help from Salesforce.com Consulting and Force.com,
developed a powerful enterprise application integrating Avon’s
enterprise data warehousing platform with salesforce.com functions
 Delivered a successful pilot in Romania in just five months,
including all of the local business process and operational systems
changes required to meet the global program standards
 Followed up with successful deployments in the U.K. and the
Philippines in 2009 and in Poland, Czech and Hungary thus far in 2010;
Avon will also implement in Russia, Ukraine, Mexico, Argentina, India,
Malaysia and several other central and eastern European markets in
2010
 Implemented an end-to-end information flow that moves large
volumes of detailed order transaction data from operational systems to
Avon’s enterprise data warehouse and then into Force.com – twice daily,
everyday, for every market entering the program
 Easy point & click configuration to customize screens and reports
for each market
 Customized the user interface using Force.com pages to be
consistent with the Avon look and feel
 Seamless integration with Avon’s Web portal, with single sign-on,
makes it easy for Sales Leaders to access all of the information they
need from one place
 Mobile access will let Field Sales and Avon Sales Leaders view
information from a variety of Smart devices
 

Results
 Ability to act quickly on exception-driven information helps Sales
Leaders get maximum results during a campaign – improving earnings
 for themselves and their down-line, and driving revenue growth for
Avon
 Easy to use tools help improve individual business results,
enabling Avon to better attract and retain Sales Leaders and
Representatives
 Helps promote standard business processes and performance
metrics for Avon’s Sales Leadership program worldwide
 Generated tremendous buzz, excitement, and demand for the
solution throughout the company; markets are willing to make necessary
changes to their business processes and systems to enter the program