Focusing a brand product range
An Amway case study

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Page 2: Background to the hair care market

The market for hair care products is enormous and continues to grow. Western Europe is currently the world's largest region for hair care products and by 2001 sales are expected to have increased by nearly 16on 1997 levels.

However, other economic areas such as the Asia-Pacific region, Eastern Europe and South America are expected to grow faster and offer excellent new markets.

Sales in South America are projected to grow by nearly 60by 2001, 54in Eastern Europe and 27in the Asia-Pacific region. This has significant implications for international marketers because manufacturing truly global products can create many challenges.

Consumers are becoming much more demanding, looking for high quality products that are convenient to use and time efficient. The biggest growth area in the market is expected to be in multi-functional products such as 2 in 1 shampoo and conditioner for people with busy lifestyles.

In the past, the shampoos and conditioners used in hairdressing salons have normally been of a higher quality than those available in the shops. Consumers are now demanding the same quality for home use.

Amway | Focusing a brand product range
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