Target groups

Overall, target group of this brand is woman who that is businessman or working woman because the most products can response the need of them. Who may be used for taking care her self or her family and can choose some appropriated products with their house. So, this brand will be also appropriate with the housewife.

Now, Amway has changed and added target groups. That group is younger market. Recently, Amway has tried to expand the customer base of the Artistry premium cosmetic line to the teenager market as well. Because Amway may foresee, this market can give higher sales with the direct selling efficiently.

Product strategy

Product line & Logo

Amway is the specific strategy to divide the product line into 4 groups that are, My Health, My Self, My Home, and Personal Shoppers Catalog. Amway would like to divide the product line that is appropriated with some group of customers. As following,

First, My Health, these groups of products consist of Newtrilite which is the world's leading brand of vitamin, mineral, and dietary supplements. What make these products are well, that is the strategy to procure the materials because Amway used the materials in own farm without the insecticide and the chemical fertilizer.

Second, My Self, the brand of this product is Artistry which is about skin care. So, Artistry is a global leader in prestige beauty which is the 1 of 5 of premium brands. For this, can notice that Artistry is a part one of Amway brand and can make Amway to be high sales and profits.

Third, My Home, SA8® is the brand of this product that is about Laundry Detergent. The important strategy of this brand is the most effective way to clean.

Fourth, Personal Shoppers Catalog, this group of product includes many famous brands that are the increased chance for Amway’s business such as jasmine rice’s Amway, U.H.T milk, Denmark milk, etc. This group gathers many brands together to make the difference for the customers.

Product strategy

Product line & LOGO

Amway is the specific strategy to divide the product line into 4 groups that are, My Health, My Self, My Home, and Personal Shoppers Catalog. Amway would like to divide the product line that is appropriated with some group of customers. As following,

First, My Health, these groups of products consist of Newtrilite which is the world's leading brand of vitamin, mineral, and dietary supplements. What make these products are well, that is the strategy to procure the materials because Amway used the materials in own farm without the insecticide and the chemical fertilizer

Second, My Self, the brand of this product is Artistry which is about skin care. So, Artistry is a global leader in prestige beauty which is the 1 of 5 of premium brands. For this, can notice that Artistry is a part one of Amway brand and can make Amway to be high sales and profits.

Third, My Home, SA8® is the brand of this product that is about Laundry Detergent. The important strategy of this brand is the most effective way to clean.

Fourth, Personal Shoppers Catalog, this group of product includes many famous brands that are the increased chance for Amway’s business such as jasmine rice’s Amway, U.H.T milk, Denmark milk, etc. This group gathers many brands together to make the difference for the customers.

Company background

Amway was founded in the USA in 1959 by Rich devos and Jay Van Andel. Today this brand is a global business that directly employs 10,000 people worldwide. The business also operates strategically at a Global, European and National level. Besides, there are 3 millions Amway Distributors which called Independent Business Owners or IBOs. For Thailand, Amway has established on May 4, 1987 Amway is the business about direct selling with the Multi-Level Marketing (MLM) system. This is many networks that worked together. In addition, Amway products are sold directly to consumers by Independent Business Owners (IBOs) or sales representatives through one-on-one, in-person selling or via the internet. As a result, Amway Thailand is the member of TDSA: Thai Direct Selling Association since 1989 as well.

Business Structure

For being the business leader in a world, Alticor Inc is the head company that administrate other network which including 3 companies. There are Amway Corporation (MLM System), Quixtar Inc (Electronic Business, North America), and Access Bisness Group.

Rationale

Why I choose this brand?

Originally, AMWAY is the brand that I’m not interested in some goods or products. What I think of this brand is the expensive brand and there is much specialize cosmetic that I have ever think I will be used it. So, that is my feeling of this brand in the past. Nonetheless, I have the chance to meet my old friend recently. I’m so surprise because who is changed. He has a new style both of manner and dressing. Suddenly, I asked him why he is changed his life which I have never seen before. Because of AMWAY, that is some word of him. After that, I am not nearly believed in that sound and I have many questions in my mind to ask him. Why this brand is such influence with him. So, that is a part of my reason why I choose this brand. Importantly, as you can see, Amway has the distribution is direct sell. I’d like to know how Amway can organize and manage to grow up successfully and what is the strategy of this brand. As a result, those are the questions in my mind and I will answer of that question with my best.

My fourth journal

For this week, I have studied about the principle of Market mix (4p) strategy. I have known more the Product Strategy which there are 6 main parts that are, Branding, Service, R&D, Support, Packaging, and Warranty. All of these are the important thing that is related to the Product Strategy. According to the Principle of Philip Kotler for Product Management, the create customer value, Positioning or Unique selling point, and Branding which we should be thinking of them. Easily, the teacher, Aj Gob, bring her I-phone to come to this class for being the sample of brand value. Besides, I can get that each products of each brands are different value for customer. For example, someone has bought I-phone because it’s modern or it’s easy to do everything within its.

For me, there is some interested question that can apply with the Brand value of Product Strategy, that question is, Why did you shop here “WU Brand”. After I heard it, I have answered in my mind that I have come to this brand (WU Brand) because of my dream. I’d like to follow my ending dream even though this University is quiet far from my house (Suphan-Buri). So, the obstacle of distance hasn’t been the big problem because I have the big dream that must be followed to bring the success with myself. (My lovely teacher, you are a part of my dream because you give me a big hug that I can fight with my obstacle continuously.)

For the next class of this week (on Thursday), I had group work for applying the concept of positioning. That work is the Role-Play interviewing which being secretary is the brand. So, I was the applicant and I have shown the positioning of me to interviewer. The interviewer have chosen one of two applicants for being this brand, it have made me to know that each product has the positioning or unique selling point that is different from other product.

My third journal

For this third week, we started this class with “blog”. Ajarn Gob showed the interested blogs of some students and looked for the design, style of choosing template, or products for analyzing. At any rate, I can see the good sample for doing my blog and I can see how I can improve my blog to be better. And then, we moved us to the warm-up activity, speaking and brainstorming activity, we divided into 5 of each group. Consequently, we can share idea and join to describe about this activity sincerely. For doing this activity, we can apply the principle of marketing mix (4p) strategy and Maslow’s hierarchical needs concept for my work group. Importantly, I think after this activity I can get more knowledge about Maslow’s hierarchical needs concept because there are many different sample of others group I can see that.

In other word, for this week, I am the agent of my group to present about our thought to others, I know I’m so excited but I can pass that thing smoothly because of you, my teacher. Truly, every time that I can not think of some words you helped me and made me to have more encouragement. I really thanks, my lovely teacher.