Post launch analysis

Following a product launch, it is vitally important for an organisation to assess how well the product has been received by the consumer. Since the launch of the Super Concentrated Cleaning System, Amway has carried out some detailed research to assess the success of the product and highlight areas for building the brand.

The analysis has found that distributors have identified a number of strengths including:

• the innovative, unique nature of the product

• ease of use

• easy of carrying

• ease of changing between the different products

• automatic dilution

• clear bottles so that the product can be seen.

The weaknesses identified in the research are that it is difficult to compare usage with the old one litre bottles, that the multilingual label appears cluttered and that the tote tray is too small.