安利市场营销案例分析(含问题)

INTRODUCTION

Amway is a global company which has built its success on direct selling. Direct selling is different from the more traditional distribution channels:customers visiting shops to buy their goods. Amway has three million Independent Business Owners (IBOs) worldwide who deal directly with clients, building up personal relationships and delivering direct to their homes. Amway manufactures and distributes over 450 different products including household goods, cosmetics and food supplements. The IBOs are highly motivated, selling to people they know or meet. The personal contact and care is an important element in direct selling.

Focusing a Brand Product Range

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19972001

19972001

19972001

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FORECAST SALES OF SALON PRODUCTS BY MAJOR MARKET 1997/2001

19971998199920002001In Us Dollars,current rsp

% Growth 1997/2001

merchandising and guest appearances.

One of the most important challenges for Amway’s team of experts was to develop the appropriate packaging for the new Satinique products. It was important to create a brand image for the total product range. The image cre-ated would reflect a great deal about the product and its consumers. This is the product Packaging can be crucial to the success of a new product and Amway went to great lengths to ensure that Satinique’s packaging and design appealed to the The Institute for Colour Research, a leading American analyst and forecaster of global colour trends, helped to deter-mine the colour palette and finishes for

Conclusion

The launch of any new product requires a considerable amount of time, effort and careful planning. Research and development

ing strategy accordingly. The focus of brand image and positioning of the product within the marketplace are of paramount importance.

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QUESTIONS

2

What are the differences between research and development and market research? Why are both important to a successful product launch?

4

Analyse and evaluate Amway’s marketing tactics for the Satinique range. How does it differ from other fast moving consumer goods?

Consumer profile:A picture of a typical consumer from within a target audience, constructed using market research.

Direct selling:A method of marketing and retailing consumer goods directly to the consumer which relies neither on direct mail, product advertising nor fixed retail outlets.

Distribution channel:The path taken by a product from the manufacturer to the consumer. This can include wholesalers and retailers.

International marketing:

Marketing goods and services in different countries, which may have very different cultures.

Marketing mix:The tactics used to achieve the marketing strategy.These tactics would cover product,price, promotion, place, packaging,people etc.

Marketing strategy:The overall marketing plan designed to achieve the objectives set for the product by the firm.

Market research:Gathering of primary and secondary data about buying habits, likes and dislikes,usage and perceptions of actual and potential clients. It enables the firm to build up a consumer profile.Market segmentation:Splitting the market up by targeting groups of consumers by age, sex, socio-economic groups, ethnicity etc.

Positioning:The orientation of the product within the market in comparison to competitor products.For example, is the product high quality with a high price, or aimed at the lower end of the market. It involves the creation of a product or brand image. All aspects of the marketing mix will affect its positioning.

Primary data:The collection of new information through quantitative and qualitative research using, for example, focus groups, interviews,questionnaires and observation.Involves research in the field.Product life cycle:The phases of a product’s life span. These might include conception, development,growth, maturity, decline and withdrawal from the market.

Companies will attempt to extend the profitable mature phase using extension strategies.

Research and development:

Scientific research and technological development of new products and processes. The process of innovation.Secondary data:Desk research into existing sources of information such as statistical data collected by other studies, magazine and press articles, trade journals, community service order, EU etc.

Segment:A group of people defined by a common characteristic, e.g. age.

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1

What is meant by market segmentation?Why do firms try to target certain groups?

3

What are advantages and disadvantages of market-ing over 3,000 individual product lines in over 30 countries? How does international marketing differ from domestic?

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What problems might you encounter with this exercise? b)

Look at the design of the packaging carefully. How do you think this packaging has been designed to appeal to its target market?

5

Working in small groups,select any fast moving consumer product.

a)Design a market research

questionnaire to enable you to build up a typical consumer profile.

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GLOSSARY OF KEYWORDS