Focusing a brand product range
An Amway case study

Page 8: Conclusion

The launch of any new product requires a considerable amount of time, effort and careful planning.

Research and development uses advances in science and technology to enhance products, while market research examines changing consumer tastes and fashions.

The Corporate Marketing Team and team of experts have to co-ordinate and develop a cohesive marketing strategy. The key to successful marketing is to clearly identify at which market segment the product should be aimed, find out precisely what consumers in this target group want and then plan the marketing strategy accordingly.

The focus of brand image and positioning of the product within the marketplace are of paramount importance.

Amway | Focusing a brand product range


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