Do something different than your business competitors


It's an axiom in marketing that successful competitors comes from doing something the competitors haven't thought of. Nowhere is this more apparent than in distribution. Often traditional distribution techniques mean that clients who would like to buy are unable to complete so simply because they can't reach the particular outlets that the product is available from, or simply because they don't like the outlet for some reason.

Breaking the mold of distribution can imply getting nearer to the clients that other businesses can't reach - and it may even be possible to recruit a few customers who're currently being served adequately, but who would merely find an additional distribution route more handy.

Avon Cosmetics entered a market that was traditionally served by big pharmacists, department shops, and hairdressers. For most ladies, this didn't present an excellent problem - a shopping trip could easily include a cosmetics buying session in the nearby pharmacy, or a trip to the hairdresser's might be an opportunity to stock up on lipstick and mascara.

Nevertheless, a significant number of women discovered it challenging to complete this, either simply because they had been housebound with little children or elderly parents, or because the stores were merely too far away. In addition, women frequently wanted to ask guidance about cosmetics, and most pharmacies do not provide any kind of advice.

Avon introduced the idea of taking the product towards the customer via their door-to-door service, delivering cosmetics to women and giving guidance. The Avon representatives were themselves ladies looking to earn some money in their spare time, frequently neighbors of their customers, so that a visit from the Avon representative was a social event as well as a shopping chance.

Avon cosmetics are sold in refugee camps in the Middle East, in housing projects in New York, in leafy suburbs in Surrey, as well as from canoes paddled up the Amazon.

The company's sales are a number of times those of L'Oréal Cosmetics, and its products seem in some surprising purses. Incidentally, Avon has proved a hit with transvestites - being in a position to buy cosmetics in private, and importantly to have advice about cosmetics, is really a major advantage for these people.

Don't be put off by the reality that nobody else is doing it. This is an advantage! Be sure who your new target marketplace will be. Are there people who are currently poorly served by the traditional approach? Be careful designing your new approach. You might not have a precedent to guide you. Look for precedents in other industries: you might be able to learn from them.

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Note: This article was sent to us by: Alan G. Nicholson at 01202011

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