Introduction

Amway is one of the leading direct-selling companies in the world.

• Societal Marketing Concept

• Marketing Mix

• Research Methodology

• Focusing on consumer Buying Behaviour so as to better target their need, wants and demand

Background of Amway

• Direct selling company• More than 40 years of growth• Manufacturing, administrative & distribution

facilities world wide totaling more than 930,000 square meters

• Over 3.6 million renewed distributors• More than 6,000 employees• 55 affiliates worldwide• Operates in more than 80 countries• More than 500 approved patents worldwide• Employs more than 400 R&D professionals and

support staffs in Ada

Motto of Amway

• Contributes to keep the Earth Clean and Green. • Plastic bottles can be incinerate without releasing

poisonous gases. • Detergent are bio-degradable• Environment-friendly

The slogan of Amway is “Where Life Get Better.”

Amway websites: www.amway.com , www.amway2u.com

Marketing Philosophies

• Societal Marketing

– Satisfy consumers’ needs

– Take care of environment

– Direct-selling method

Marketing Mix

• Products are value for money (Price)Amway products can be used full strength for maximum effectiveness or be diluted to last much longer.Results: - Extremely economical cost per use

- Reasonable and competitive price

• Money Back Guarantee (Price) Customers are protected Results: - Promise consumers are the products are of price

and quality satisfaction

• Home Shopping Convenience (distribution)

Goods deliver to doorstep with excellent servicing.Amway service with a smile!

Results: -Direct Selling -Prevent snowball effects

Marketing Mix

• Extensive Range of Products (Products)

1. Nutrition and Wellness 2. Skin Care & Cosmetics

3. Personal Care

4. Home Care

5. Home Tech

Product- Home Care .Is environmental friendly and the chemical used is bio-degradable.

Marketing Mix

Attractive, Reliable, Prompt Services and Value for Money (Promotion)

• Purchase after purchase.

• Limited period offers provided.

• Promote products through words of mouth and money back guarantee.

Marketing Mix

• Using stratified random (probability sample)

• Use survey research.

• Contact method plan – Face to face interview.

• Sampling unit - customer

• Sampling size - 100 people

Research Methodology

Finding and Analysis

LOC ™, 63, 40%

SA8 ™, 42, 27%

DISH DROP ™, 37, 23%

Car Care Product, 16,

10%

What Amway products are you using?

26

43

14 13

4

0

5

10

15

20

25

30

35

40

45

50

Family Friends Internet Magazine Others

Where do you heard from this brand in first place?

Less than 3 months

21%

3-6 months33%

6-12 months28%

More than 12 months

18%

How long have you been using our products?

48%

26%

21%

5%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

QualityProducts

FriendlyService

ReasonablePricing

Others

Why do you choose this brand?

30%

37%

26%

4%

3%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Very satisfied

satisfied

Neutral

Not satisfied

Not very satisf ied

Overall, how satisfied are you with our products?

34

52

10

4

0 10 20 30 40 50 60

Very Likely

Likely

Unlikely

Very unlikely

Will you continue to use our products?

Conclusion

• Amway LOC™, chosen homecare products. • word of mouth, a powerful channel for advertising

Amway’s products.• Consumers continue the usage when they are

satisfied with the products.• Amway good Quality products and Excellent

customer service won consumers’ loyalty • Garnered the Top choice as cleaning agent.

Recommendation

• Publicize in Singapore

• Giving out trial packages

• Improve on the effectiveness of the products