Amway Banks on Corporate Campaign

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Amway banks on corporate campaign
Vinson Kurian
THE direct selling company Amway India, which has relied mostly on word-of-mouth campaign for publicity, has now embraced the corporate advertising paradigm, but in a `limited' manner. "We are well on our way of accelerated growth in the country. Corporate advertising at this stage would be most beneficial to our distributors, prospective distributors, customers and prospective customers," Mr William Pinckney, Managing Director and Chief Executive Officer, Amway India Enterprises, told Business Line. Interestingly, India is the only country where Amway has gone in for a corporate advertising campaign. Not only will such a campaign enhance the professional pride of Amway distributors and customers, but it will also add to the increased awareness and appreciation of the company, Mr Pinckney added without giving the specifics of the ad budget. He was responding to a query on whether the full page campaign in broadsheets represented a shift in the Amway communication strategy. "There is no real change in our communication strategy; we still rely mainly on the word of mouth. If anything, our ad campaign in India is a very low-key affair." "We have just completed the second year of this campaign. If you observe the ads released till now, you will see that they all talk about the business opportunities that we throw up and our corporate values." In essence, the Amway corporate campaign talks only about the company's lineage, its values and commitment. More importantly, the ads also mention very distinctly about one of its important USPs, which is the 100 per cent customer satisfaction or money refund policy. According to Mr Pinckney, conveying the company's corporate values, the international lineage and reputation and, of course, the commitment towards India were found necessary if only to supplement the efforts the company's distributors continued to put in. "This will enhance...
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