Amway Case Report
Amway: Successful Products-Successful Solutions
Successful, unique, opportunity, multibillion-dollar, and renowned are all perfect words to describe the Amway multinational organization. Created in 1959 by company founders, Jay Van Andel and Richard DeVos, Amway has since then developed into one of the most successful multilevel marketing businesses. Amway is known for being a direct sales company and one of its largest product divisions is Home Care where household cleaning products take part in some of their most successful products. One of their successful products which was put out into the market in September 1995 is the Super Concentrated Cleaning System. This product is a 3-in-1 unit which includes a spray gun and three different concentrates; Liquid organic Cleaner (LOC) concentrate, See Spray Super Concentrate, and Zoom Super Concentrate. Each of these concentrates is made for a specific surface and they all come in one tote tray. During the launching of this product, Amway focused on a few main benefits that were offered to consumers. Amway focused on demonstrating that the Super Concentrated Cleaning System is unlike any other cleaning product in the market, its convenience, and its environmental sustainability. Amway’s precise marketing strategy plays a major role in the success of the Super Concentrated Cleaning System. In order to have a successful outcome for your new product, the first step is to define your target market. Defining your target market is one of the most important steps of the marketing process because all your marketing decisions will be revolved around those specific customers in your target market. In the book Marketing, Jim Blythe states, “The reason for segmenting the market is to make the best use of the firm’s resources. There are no longer any products that please everybody- consumers have become too discerning” (Blythe). The target market should include the customers who are qualified to purchase your product. The
Successful, unique, opportunity, multibillion-dollar, and renowned are all perfect words to describe the Amway multinational organization. Created in 1959 by company founders, Jay Van Andel and Richard DeVos, Amway has since then developed into one of the most successful multilevel marketing businesses. Amway is known for being a direct sales company and one of its largest product divisions is Home Care where household cleaning products take part in some of their most successful products. One of their successful products which was put out into the market in September 1995 is the Super Concentrated Cleaning System. This product is a 3-in-1 unit which includes a spray gun and three different concentrates; Liquid organic Cleaner (LOC) concentrate, See Spray Super Concentrate, and Zoom Super Concentrate. Each of these concentrates is made for a specific surface and they all come in one tote tray. During the launching of this product, Amway focused on a few main benefits that were offered to consumers. Amway focused on demonstrating that the Super Concentrated Cleaning System is unlike any other cleaning product in the market, its convenience, and its environmental sustainability. Amway’s precise marketing strategy plays a major role in the success of the Super Concentrated Cleaning System. In order to have a successful outcome for your new product, the first step is to define your target market. Defining your target market is one of the most important steps of the marketing process because all your marketing decisions will be revolved around those specific customers in your target market. In the book Marketing, Jim Blythe states, “The reason for segmenting the market is to make the best use of the firm’s resources. There are no longer any products that please everybody- consumers have become too discerning” (Blythe). The target market should include the customers who are qualified to purchase your product. The