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Avon Protection Addresses Revised Market Focus with New Website

Avon Protection has re-positioned its strategic marketing focus with the launch of a new website. This underlines Avon’s move from its traditional global military market niche to also embrace the law enforcement, industrial and fire fighting markets with its range of mask and respiratory protection systems.

Avon Protection's expanding global client base now includes military forces, civil and first line defense troops, emergency service teams and industrial, marine, mineral and oil extraction site personnel. So Avon’s website has been dramatically re-designed to provide full CBRN solutions to each of these specific market niches from its comprehensive catalogue of masks and powered respirators.

According to James Wilcox, Avon Protection’s Global Director of Marketing and Product Management, “Avon is undergoing a fundamental marketing shift to extend its long established military focus towards major new opportunities and markets that deserve our unrivalled pedigree and expertise in the CBRN arena.  As many of our new generation of masks, filters and respirators are equally appropriate to the challenges of the law enforcement market, it is important to channel their CBRN product or service requirements to the right solution.  This also applies to the industrial sector, particularly gas, oil and mining that are highly dependent on respiratory protection technology.

“In addition, Avon’s firefighting market, which we recognise has specific respiratory protection requirements, is now admirably served with Avon ISI.  Here we have been the leader in innovation and service for respiratory protection products and thermal imaging solutions for firefighter for nearly thirty years.  And since its acquisition by Avon, ISI has successfully integrated its evolving product catalogue into Avon’s global market vision”.

“The new website site has therefore been designed and developed technically to deliver a functional and engaging user experience while strengthening Avon’s established brand.
 
The first phase of the site features 2-click accessibility to our product line and includes standards compliance, accessibility and cross browser functionality.  Furthermore, as we look to increase the size of our marketing database, we’ve added a transactional component to downloading or our datasheets. 
 
“Additional phases are in development and will launch over the coming months. These will include translating the site into various languages, page optimization, distributor portal, media tools and mobile applications.”

 

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