Business Case Studies | Amway | Marketing strategy

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  1. Introduction
  2. Introducing a new product
  3. The problem
  4. The solution
  5. The importance of providing consumer benefits
  6. Marketing strategy » Next steps
  7. Positioning
  8. A winning situation
  9. Launching the new product
  10. The UK launch
  11. Strategy and tactics of the launch
  12. Post launch analysis
  13. Conclusion
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Amway

Successful products - successful solutions

Marketing strategy

A strategy is a plan of action designed to achieve the goals of the organisation. In creating a marketing strategy for the Super Concentrated Cleaning System, Amway needed to set out the key objectives it wanted to achieve. The following objectives for the brand were set:

  • to increase distributor profitability and productivity by providing a new and exciting business opportunity
  • to optimise consumer convenience and value through enhanced product differentiation with this exclusive and revolutionary cleaning system
  • to provide innovative and unique products to enhance the image of Amway Home Care.

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