They are strong,professional women, educated, independent, and interested in the way they look. Almost allpackaging is recyclable.The market target for Avon Company is situated in urban area and isrepresented by persons aged between 35 and 45 years old, with higher education, whoare interested in cosmetics and who have medium and big incomes. It was the firstcompany that eliminated from its product’s composition the CFC gases(chlorofluorocarbons) – gases which are harmful for ozone blanket. The company respects the international standards forthe environment, so that its activity is not harmful for the environment. These are some of theobjectives that I want to reach by realizing this scientific project.*Student, “Transilvania” University of Brasov, RomaniaĢ34Palade, A.Avon Company is present in whole world, in over 143 countries and it has over3.7 millions of representatives. Also the rapid growth and company’s image onthe market impressed me and made me tackle this topic.In this paper I want to determine the position of the company in the Brasovmarket, to show the influence of the brand over the buying decision of the local womenand to show the importance of the company’s representatives. I chose this company because it is one of the largest and wellknown cosmetics producers in the world, operating in direct sales system.It is therefore, extremely important the role of the representatives, the way theyact and persuade potential customers. I have realized the case study about the company AvonCosmetics Romania. INTRODUCTIONThis paper is making the analysis of the marketing mix of the company which isactive on the cosmetics market. Most women buy products through the catalogue, 77% of them using the productsevery day, often buying the personal care products.KEY WORDS: marketing mix personal sale market research.JEL CLASSIFICATION: M31 L10 D40.1. After analyzing data from market research shows that most womenacquires cosmetic products from Avon company, the representatives role being extremelyimportant. The present paper analyzes the cosmetics market, thecompany Avon position in Brasov’s market, identifying the company’s main competitors,population segmentation. It continues with a market research conducted among womenin Brasov highlighting the attitudes, opinions and behaviour of women in Brasov on theacquisition and use of cosmetics product. Annals of the University of Petroşani, Economics, 11(4), 2011, 233-244233ANALYSIS OF MARKETING MIX ON COSMETICSPRODUCTSCASE STUDY: AVON COMPANYALEXANDRA PALADE *ABSTRACT: This paper contains an analysis of the marketing mix followed by aSwot analysis of company Avon.
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