LoginPage 7: Positioning
In order to make this strategy work, it was essential to think very carefully about the position that the new product would take in the market-place.
The chosen position was to be:
'A revolutionary product system that provides the ultimate in customer convenience and control by automatically diluting and delivering the cleaning concentrates with water, providing customised cleaning at your fingertips, according to the customer's needs.'
The product's success would depend, to a certain extent, on the ability of Amway's marketing department to get this message across to distributors and ultimately to consumers.
Amway | Successful products - successful solutions
