Successful products - successful solutions
An Amway case study

Page 1: Introduction

This case study focuses on the launch of a new cleaning product by the multinational organisation, Amway. It considers some of the processes which are essential to the successful launch of a product, such as the marketing strategy for the product, the product's positioning, the launch strategy and post-launch analysis. Amway is one of the world's largest direct sales companies. Direct selling is...
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Page 2: Marketing strategy

There are many cleaning products on the market. Visit your local supermarket and you will quickly find the aisle which is filled with similar-looking cleaning fluids, produced by a relatively small number of companies. However, most of these cleaning products are single purpose ones and are produced by manufacturers to standard specifications. Many cleaning products lack versatility, i.e. they can...
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Page 3: Marketing objectives

A strategy is a plan of action designed to achieve the goals of the organisation. In creating a marketing strategy for the Super Concentrated Cleaning System, Amway needed to set out the key objectives it wanted to achieve. The following objectives for the brand were set: to increase distributor profitability and productivity by providing a new and exciting business opportunity to optimise...
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Page 4: Launching a product

Multinational organisations like Amway have to consider the best ways of launching products on a global scale. It may be possible to carry out some aspects of the launch in identical ways in a range of countries, e.g. by providing an almost identical product in all markets. Other aspects, however, such as choosing the right sort of media and the language in which videos and commercials are...
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Page 5: Tactics of the launch

In Business, there is an important distinction between strategy and tactics. A strategy is a plan or practical measure designed to achieve certain objectives, while the tactics are the actions taken to implement the strategy and achieve these objectives.The strategy relating to the launch of the Super Concentrated Cleaning System involved three stages: Stage 1: to build excitement Stage 2: to...
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Page 6: Conclusion

The launch of any new product poses a number of threats. For example, there is a good chance that competitors will copy the product and steal a share of the market. Amway, therefore, is building on the strengths of the Super Concentrated Cleaning System. Its success clearly indicates that Amway has started a trend which may well revolutionise the cleaning products market. Like any successful...
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