Word: brandings
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Newman's Own is now a major brand in supermarkets, with sales exceeding $100 million annually and profits of more than $12 million. Since its start in 1982, Newman's Own has given all its profits--more than $137 million--to charity and established the Hole in the Wall Gang camps for kids with serious diseases. But its humble beginnings offer lessons for any entrepreneur. Like many rookie proprietors, actor Paul Newman and his sidekick, the writer A.E. Hotchner, had a good product (the actor's homemade salad dressing) but lacked the experience to launch it in the hotly contested...
...first time in Avon's 117-year history that the $6 billion company has launched a major youth movement. Until now, the cosmetics giant's core customer has been 35 or older. "We want to capture a younger customer, bring in new reps and create a new global youth brand," says Deborah I. Fine, president of Avon Future, the division that's launching Mark...
...brand catches on, it will do more than powder Avon's nose. According to the company, 17 million young women in the U.S. spend at least $75 billion a year on beauty and fashion. Avon hopes the new line, which goes global in 2005, will ring up $100 million in sales in its first year. So far more than 16,000 reps have distributed 25 million Mark catalogs, which featured MTV VJs and the pop singer Jewel on the first two covers...
Mark's launch is just the latest stroke in Avon's corporate makeover. Under the leadership of CEO Andrea Jung, who took over in 1999, the once dated Avon is "now an accepted fashion brand," says Steele. Among Jung's moves: introducing dozens of new products, including an antiaging skin-care line; starting an e-commerce website; and aggressively expanding overseas, especially in such emerging markets as Eastern Europe and Latin America. "A mother has to be healthy to birth a child," Jung says. "Our parent company has never been in better shape...
Jung is confident that Avon's newborn brand will help the company pass the makeup brush to the next generation of Avon ladies. Developed in 23 months and based on preferences culled from 65 focus groups worldwide, the line's 300 new items speak to Avon's desire to create a whole new brand rather than simply introduce Avon products for younger women. Mark's beauty wares are, as division head Fine puts it, "jean-pocket friendly and girl influenced." A key selling point: girls can pick the products they want--say, a concealer and lip gloss--and clip them...