Marketing Mix Amway

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CASE STUDY: AMWAY INDIA

Amway is an abbreviation for "American Way" and was coined in 1959 by company founders, Jay Van Andel and Richard DeVos. Short, unique and easy to remember, Amway has been registered as a corporate name and trademark ever since. Amway is a well-established company with a solid record of stability and growth that provides a Business Opportunity to individuals. That opportunity is supported by a comprehensive line of superb products sold exclusively by authorized Amway Independent Business Owners around the world.

BLUNDERS OF AMWAY IN MARKETING MIX

1. PRICE
This refers to the process of setting a price for a product, including discounts. The products are costly as compared to other branded products that are available in the market and as though it was focusing just on the elite class though the target was the all the common man. Here in India Most of the people are at the mercy of their children or kith and kin. Earning something substantial for the old age is almost in every Indian's mind. Everybody values for the price and are very careful with the money. The price need not be monetary - it can simply be what is exchanged for the product or services, e.g. time, energy, or attention.

2. PLACE
Direct selling is a concept considered alien to Indian culture, the sense of financial insecurity of Indians, especially regarding their post-retirement life, makes them the ideal candidates to undertake this innovative method. Sense of security among the people in metros is comparatively much higher than the other parts of the country. Metros have lesser needs. The Distribution Network was far from reach from common man. There was a lot of competition from P&G, Avon, and Hindustan Lever. Negative name recognition to some, relatively less distributor-friendly comp plan than many newer companies, but is still very lucrative. Distributors having to pay commissions to and order products for “pre-direct” down line members were a hassle. Their customer service was poor.

3. PRODUCT
There was Lack of awareness among people, especially most of the products were concentrates and people actually never knew that if we compare the quantity while using these products require less amount of solution and thus can be used for a longer period therefore it worked out cheaper, but people were blind. There were no product specific ads and the focus was on variety of products. So as per survey and records, products that the distributors bought, they consumed themselves. Estimates put the percentage of self-consumption at almost 50-60% of the total volume.

4. PROMOTION
During the introductory phase growth is slow and volume is low because of limited awareness of the product's existence. Traditionally Amway did not advertise. Also the distributors and sales team had partial knowledge about the product, hence could not give explanation or persuade its customers into buying.

Marketing Mix for Amway with Regard to ‘P’ Product

The quality of Amway products made in India is hailed globally—they have found markets outside the country’s borders, establishing India as an export hub to service some of the neighboring markets. They are made up of natural things, that is why they are good for health as well as the environment. Amway covers a wide range of products from beauty care, healthcare, skin care, home care to clothing, utensils and daily use products, etc. Amway India currently offers 110 products in five categories of Personal Care, Home Care, Nutrition & Wellness, Cosmetics and Gift catalogue All this reiterates something the company says it always knew—that it is the brand that needs to adapt to a market, and not the other way round. The products should be made cheaper and trial must be introduced. There must be multiple options for purchasing the products like online, teleshopping and instant purchasing.

In April 2008, they entered in to mass market segment with launch of "Great Value...
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