PT. AVON INDONESIA employed direct selling method as used by AVON INTERNATIONAL. This personal selling system stresses the importance of sales force and doesn't spend too much budget on advertising.



The sales person, called Franchise Dealer (FD) and known as 'Avon Lady', meets the customer with their sales tools, such as promotional print materials and product samples.



Knowing the importance of these promotional print materials for Franchise Dealer to get the order, management of PT A yon Indonesia would like to measure the availability, usage and effectiveness of some promotional print materials.



The purpose of this study is to find out the level of availability, usage and effectiveness of beauty tips, brochure and catalog and to determine whether the current allocation of budget towards promotional material is sufficient to sustain sales growth.



From the market research (questionnaire), we found that the availability, usage and effectiveness of promotional printed materials are considered good.

Overall, the printed material budget is sufficient to generate good availability, high usage and effectiveness.

Further survey indicates that there is a relationship between sales level and Franchise Dealer's profile, i.e. occupation, age, length of service and marital status.



Therefore, in order to sustain current sales growth, it is suggested not to relate budget for printing materials and sales target and also it is better to increase budget to invest in Franchise Dealers' training rather than for printed material.



Research location: PT Avon Indonesia

Supervisor: Hadi Satyagraha, PhD.

Accepted: [December] 1992