Business Case Studies | Amway | Positioning

Business Studies for Students and Teachers.

The Times 100 offers a range of free information for students and teachers of business studies.

Case Studies Home » Edition 4 Study | Downloads | All Studies
  1. Introduction
  2. Introducing a new product
  3. The problem
  4. The solution
  5. The importance of providing consumer benefits
  6. Marketing strategy
  7. Positioning » Next steps
  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
Short for time? Try the study summary
or try the shorter, simpler differentiated study.
Amway

Successful products - successful solutions

Positioning

In order to make this strategy work, it was essential to think very carefully about the position that the new product would take in the market-place. The chosen position was to be:

'A revolutionary product system that provides the ultimate in customer convenience and control by automatically diluting and delivering the cleaning concentrates with water, providing customised cleaning at your fingertips, according to the customer' needs.'

The product's success would depend, to a certain extent, on the ability of Amway's marketing department to get this message across to distributors and ultimately to consumers.

Next Steps:

Bookmark:
BACK 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 NEXT
Actions
Using the buttons below you can download this case study, print this page, download or play an audio transcription of this case study, tell a friend and more. Have any feedback? Tell us!

PDF Download

More Studies

Previous studies from Amway