Amway Company Marketing and Management

This paper explores the marketing and management of Amway Corporation in Australia, with a focus on its capability to introduce a new product. It covers the SWOT analysis, segmentation, targeting and positioning, marketing mix, and conclusion.

Running Head: AMWAY COMPANY MARKETING AND MANGEMENT
Amway Company Marketing and Management
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AMWAY COMPANY MARKETING AND MANGEMENT 2
Executive Summary
Amway Company has managed to attract the attention of the Australia Home Care as
well as Global market while launching its new product; Nutrilite . The current paper thus covers
the SWOT analysis of the company, Segmentation, targeting and positioning as well as the
marketing mix, to determine the position of the company and the capability of launching a new
product. From the exploration, it is evidential that Amway has a strong brand name, a wide range
of products and customers, as well as string multi-level marketing strategy. Amway has different
opportunities to grow resulting from the current emerging markets and the rapid development of
technology. Consequently, Amway faces threats such as stiff completion and the high rate of
falling prices that if not addressed might negatively affect the company. Therefore, it is
imperative for the company to venture into the production of products that are affordable to both
the medium and low class.

AMWAY COMPANY MARKETING AND MANGEMENT 3
Table of Contents
1.0 Introduction................................................................................................................................4
Company Introduction.....................................................................................................................5
3.0 Brief Industry Overview............................................................................................................5
4.0 SWOT Analysis.........................................................................................................................6
5.0 Segmentation, Targeting & Positioning..................................................................................13
5.1 Segmentation........................................................................................................................13
5.1.1Behavioural segmentation..............................................................................................13
5.1.2Demographic segmentation............................................................................................14
5.1.3 Psychological segmentation..........................................................................................15
Figure 3: Shows Market Segmentation obtained from (Femina & Sudheep, (2017)................16
5.2 Targeting..............................................................................................................................16
5.3 Positioning...........................................................................................................................17
6.0 Marketing Mix.........................................................................................................................17
6.1 Product.................................................................................................................................18
6.2 Price.....................................................................................................................................18
6.2.1 Section Pricing..............................................................................................................19
6.2.2 Allowance Pricing.........................................................................................................19
6.2.3 Promotional Pricing.......................................................................................................19

AMWAY COMPANY MARKETING AND MANGEMENT 4
6.2.4 Competition-Based Pricing...........................................................................................20
6.2.5 Demand-Based Pricing..................................................................................................20
6.3 Place.....................................................................................................................................20
6.4 Promotion.............................................................................................................................20
6.4.1 Advertising....................................................................................................................20
6.4.2 Direct Marketing...........................................................................................................21
6.4.3 Personal Selling.............................................................................................................21
7.0 Conclusion...............................................................................................................................22
8.0 References................................................................................................................................23

AMWAY COMPANY MARKETING AND MANGEMENT 5
1.0 Introduction
Products and service marketing is significant to every organisation, as it enhances the
organisations’ performance as well as the satisfaction of the stakeholders: customers, and society
at large. Marketing refers to the combination of different activities that focuses on analysing
customers need, securing information, and producing goods according to customer needs.
Through marketing, organisations create utility; want-satisfying power of goods and services and
are categorised into four: form, place, ownership and time utility, and all are obtained through
marketing. Marketing and management are always essential when a new product is being
introduced, or a new organisation enters into a new market. Effective marketing and
management thus ensure success or failure of an organisation since it ensures the achievement of
the desired outcome over a specified period. The current paper explores the marketing and
management of Amway Corporation in Australia, with a focus on its capability to introduce a
new product (Drescher, 2017). The paper entails company introduction, an overview of the
industry, SWOT analysis, segmentation, targeting and positioning, marketing mix and
conclusion of the paper.
Company Introduction
Amway Corporation is a direct retailer, manufacturer, and marketer of cosmetics and
related products such as household, cosmetics, beauty, skin care, and home care (Roth, 2014).

AMWAY COMPANY MARKETING AND MANGEMENT 6
The USA based company created in 1952 by Rich De Vos and Jay Van Andel is currently a
global organisation operating in more than 80 countries such as China, Europe, Japan, America,
Korea, Australia, and SE Asia. Amway Corporation is one of the most appreciated companies
with multi-level marketing strategies; through this, thousands of distributors signed each month
leading to the global expansion of the company. Over the years the company grew its products
lines from LOC, laundry detergents, cosmetics, Artistry among many many others resulting in
more than 450 products across the world.
3.0 Brief Industry Overview
Amway Company is categorised under Homecare Industry that focuses on different
products such as fabric Cleansing, Care, Dishwashing agents, and water purifications among
many others. Global homecare industry experiences robust growth over the past decade with a
rate of 4.6%. The high rate of growth in Homecare is associated with a high rate of global
population growth as well as the continuous changing lifestyle creating demand for both existing
and new products. In Australian too, Homecare industry is experience rapid growth to 1.5% in
2016 and 2% in 2018. The rapid growth rate is associated with the availability of innovativeness
and strong marketing of numerous products by different companies in effect to capture the
attention of greater audience Euromonitor International’s Home Care.
4.0 SWOT Analysis
SWOT Analysis aims at providing provides a comprehensive report on the company’s
strategic business culture, key competitors, products and services (Ingaldi & Škůrková, 2014).

AMWAY COMPANY MARKETING AND MANGEMENT 7
Figure 1: Shows SWOT Analysis Framework, obtained from (Ingaldi & Škůrková, 2014).
Factors
Strengths Strong Global
Presence and
procurement
Amway has a wide range of products that are used by
numerous people across the world. These products
range from the health, nutrition to household items
thus in one way or the other, 8 out of 10 people
purchase the company’s product in a day thus
controls more than $ 2 billion in the global annual
spending. This led to the award to the company as the
bets Global Supply Chain Excellence by the Supply
Chain Council Award in 2006.
Strong marketing
strategy
Amway has a strong marketing strategy that enables
the company to capture the attention of numerous
customers’ across the world. The multi-level
marketing strategy refers to the referral marketing
that encourages the existing distributes to recruit new

AMWAY COMPANY MARKETING AND MANGEMENT 8
distributes who earn through their respective recruits'
sales (Lindgreen & Anthony, 2018). The marketing
system is of great importance since it has numerous
advantages that enhance the growth of the business:
Low risk- the MLM has low risk to business
especially to the start-ups- and new products since it
reduces the probability of losing money, time and
resources such as infrastructure since each
distributor’s works as individuals to increases their
sales and they are no financial commitment like the
traditional versions. (Palmisano & Pannofino, N.
(2013) Thus this offers good environs for any start-
up.
Huge potential income- MLM has huge potential
income since each of the distributors are not held
back by the company as each wants to earn more thus
must strive to sell more. Unlike the traditional
marketing versions, MLM encourages one to earn
depending on the workloads or fix monthly salary
irrespective of the sales.
Low operating cost-Multi-level marketing strategy
has low operating cost since it does not require the
installation of various infrastructure, recruitment and

AMWAY COMPANY MARKETING AND MANGEMENT 9
training of marketing staff as well as no investments.
The existing distributor’s recruit new distributors to
earn more money depending on their sales. Thus the
cost does not land into the company’s financial
structure.
Wide product range Amway in Australia provide a wide range of products
that are :
Health products such as supplements, vitamins
(Nutriway) and mineral products that are essential in
supporting the lifestyle of human beings.
Beauty and Body cosmetics that are essential to
maintain the skin care such as Artistry largest selling
skincare, Santinique the bets salon hair care, Glister
that rinses, refreshers and toothbrushes and keep the
mouth clean and healthy,
Laundry products such as SA8 and dishwashing
solutions.
The wide range of products offers the company a
good marketing ability since they are available in
every aspect of consumer’s daily life thus increase the
chances of consumer purchasing intentions as well as
acts as a marketing tool through creating popularity

AMWAY COMPANY MARKETING AND MANGEMENT 10
(Harland, Uddin, & Laudien, 2018).
Wide range of
consumers
Amway products have a wide range of consumers
ranging from babies to adults and women to men. The
wide range of consumers thus offers the company a
stronger competitive advantage since, in daily
purchased of an individual, there must be a product
from the Amway industries, thus increasing the
revenue collection of the company even in areas that
are perceived to be strongholds of the competitors
(Chun, 2015).
Diverse revenue
model
Amway company has diverse revenue collection
ranging from the production, direct sales and referral
sales across numerous countries that enable the
company to collect more revenue.
Strong brand name The direct sales model creates a strong brand image
and recognition among consumers across the world,
thus increasing the revenue collection. Consequently,
strong brand recognition enables the company to
offer products at low prices than the competitors thus
acquire a better competitive advantage.
Weakness Falling sales The falling revenue of the Amway’s products is
attributed to the stiff competition from the rivals
companies such as Mary Kay and P&G resulting in a

AMWAY COMPANY MARKETING AND MANGEMENT 11
drop in the sales by 7% in 2016. The rival
competitors tend to reduce the market capture of the
Amway thus reducing their impact on the Homecare
industry.
High employee
turnover
Amway experience high employee turnover since the
company does not have direct control over the
employees.
Opportunities Growing
technological
advancement
In the current world technological advancement has
reduced the distance between companies and the
customers through the various social media platform.
Amway company thus has a great opportunity to
enhance multi-level marketing strategy through the
application of the social media platform at such as
Facebook that contains more than 2.38 billion.
Through this Amway has the greatest opportunity to
capture and sell to more customers than any other
decade.
Emerging markets Emerging markets such as China, Africa and India
are the largest emerging markets in the world due to
the strong economic, population and purchasing
power growth (Csontó, 2014). These provide a good
business environment for the company’s products,

AMWAY COMPANY MARKETING AND MANGEMENT 12
thus encourage the company to take the opportunities
in capturing such markets.
Threats Competitors Like any other business, competitions are a common
aspect; thus Amway is no exemption. Amway faces
stiff competition from various business operators
such as Mary Kay, P&G, VLCC, HUL, P7G and
Loreal that have different products and marketing
plan (Jimmie, 2012).
Mary Kay company is the biggest rival to Amway
and focuses on the provision of skin products,
makeups, and fragrances. The company has about
5,000 employees across Australia and accumulates
about $4 billion per year.
Procter & Gamble Company is the second rival to
Amway in Australia and aims in offering consumers
with wrapped products clients across the globe. P&G
products are segmented into various Prettiness,
Grooming, Health Care, Textile & Home Care, and
Infant and Children Care, Women Care and Family
Care. The company has more than 92,000 employees
and attract about $ 66.9 Billion per annum.

AMWAY COMPANY MARKETING AND MANGEMENT 13
5.0 Segmentation, Targeting & Positioning
5.1 Segmentation
Market segmentation means the procedure of separating the marked group of
customers into clusters of potential customers based on different characteristics such as
behaviour, psychographic and geographic among others. Femina & Sudheep, (2017) states that
for successful market segmentation, three aspects must be sequentially taken into account:
segmentation, targeting, and positioning. The STP has numerous benefits to the organisation
such as enhancing an organisation’s competitive position by offering a flawless course and
attention on the promotion strategies. Amway’s market segmentation is based on three major
categories: behavioural, psychological and demographic.
Figure 2: Shows marketing segmentation process, obtained from, (Femina & Sudheep,2017)
5.1.1Behavioural segmentation
Behavioural Segmentation denotes to the procedure of segmenting the total market
into a smaller cluster of potential customers based on the customer’s purchasing behaviours such
as usage frequency, brand loyalty, and benefits needed by the customer. Various home care
products such as dishwashing detergent are used daily by customers across Australia and the

AMWAY COMPANY MARKETING AND MANGEMENT 14
entire world thus developing such products that give high experience to consumer’s results into
the high frequency of purchasing and usage, a data that is obtainable from the product’s sales
data (Awan, 2014). When the product’s stock is stagnant at various warehouses, then the
marketing team generally realises that the product does not conform to the needs of the
customers since they do not buy it. Thus the marketing team advises the production team
accordingly to adjust the product to suit the needs of the customers or recommend its elimination
from the shopping shelves. The behavioural segmentation enables Amway to identify different
customers that have the same behaviour of product purchasing, and usage thus makes it easy for
the company to know their number, likes, product attributes thus enhancing product production
and services.
Secondly, through the behavioural segmentation, Amway Company has succeeded
in building satisfying and providing good experience thus building strong customer loyalty
resulting in a stronger competitive advantage over the competitors such as P&G. However,
Amway Company’s behavioural segmentation process comes with some weakness such as the
inability to withstand the ever-changing customers’ behaviour and likes over a given period,
forcing some product to become obsolete over a short period.
5.1.2Demographic segmentation
Demographic Segmentation refers to the partition of the entire identified customers
into a reduced cluster of potential customers based on the demographic aspects such as age,
gender, family size, income, and education ( Fjelstul, 2014). Amway’s company’s products are
all inclusive from the babies to adults, and women to men thus cover large customer’s base than
any other competitor in Australia. Age is one of the strongest marketing tools for Amway since
the company realised that children are fond of confectionary product food and toys, this has

AMWAY COMPANY MARKETING AND MANGEMENT 15
enabled to produce products such as Nutrilite that are essential for the children. Secondly, gender
is the second demographic segmentation that focuses on separating the needs of women from
men. For example, women are fond of beauty care products; thus; Amway has diverse products
such as Artistry aims at enhancing beauty among women and at the same time Dynamite
powders essential for men.
Consequently, Amway succeeded in creating various products that are based on
more than one demographic factor (age and gender) such as Nutrilite that serves both children
and adult women. The large customer base contributes to the large revenue collection. The third
demographic factor is income that has always determined various product produced by the
company. The company has always focused on the products that can be afforded by high-income
earners such as beauty products.
5.1.3 Psychological segmentation
Psychological segmentation denotes to the division of the total market into a
smaller cluster of potential customers based on the traits values, personality, interest, and
lifestyles (Mangyou, 2018). Amway Company has majored on the psychographic segmentation
factors such as Social Class thus enabled the company to provide a wide range of products that
can be afforded by different by specific classes such as middle and upper class. The nutrition and
beauty products are quite expensive thus targets only those that can afford high-quality products.

AMWAY COMPANY MARKETING AND MANGEMENT 16
Figure 3: Shows Market Segmentation obtained from (Femina & Sudheep, (2017)
5.2 Targeting
Targeting refers to the marketing concept of concentrating on a particular market
segment rather than the general market (Doan & Reeves, 2017). Doan and Reeves identify
different factors that are needed to evaluate a potential targeting: the size of the market, a
difference of the segments, cost of the marketing and accessibility of the market. Amway
targeting is more focused on the female gender than male gender since more of its products are
based on beauties that are associated with women. The company’s products are more of skin
care, cosmetics and laundry products that are utilised by housewives and other accommodation
facilities. Moreover, Amway products target customers with the high social class such as water
Treatment System.

AMWAY COMPANY MARKETING AND MANGEMENT 17
5.3 Positioning
Positioning refers to the concept of placing the product in the right place in the
prospective customer's minds (Wang, 2015). Amway's products are a little bit expensive with
high quality, high brand and high price since the company has a vision of enhancing the living
standard of people; thus the products are found at the up-market than the competitor's products.
Amway’s placing strategy is based on “more for more” to provide products that have more value
than the competitors thus resulting in inexpensive products. The positioning of the products
focuses on the customers that have the capability of paying more for high-quality products such
as washing machines and water purifiers.
Figure 4 shows Amway’s product positioning, obtained from (Wang, 2015).
6.0 Marketing Mix
Organisations marketers employ different tools to obtain desired information from the
targeted customers since the application of one tool is insufficient to enhance business sales. The

AMWAY COMPANY MARKETING AND MANGEMENT 18
application of numerous tools refers to the Marketing Mix that can influence the trade channels
as well as the perception of the final user. Pulido (2018) classifies the marketing tools into four
major broad categories that are referred to as Ps of the marketing: product, promotion, and place,
price
6.1 Product
Product refers to the specific item offered to the customer to fulfil the needs.
Amway Company provides a wide range of products that are of high quality. The products are
about 450 types which are categorised as beauty, bath, laundry, home maintenance products,
home tech, home-based appliance, and jewellery and style accessories among many others
(Scorchie, 2015). The major Amway’s product is nutrition, supplement, fortified and antioxidant
that has different deep packaging such as 450 g per bottle, 30 stick packs.
The bath product such as body care, men skin, and Allon care among others are
packed in smaller packages such as 150ml and other into larger packs such as 400ml. The
homecare products such as kitchen care have wide packing pattern such as 500ml, one litter, 1 kg
even smaller quantities such as 250grams. The homecare products usages are inconsistent; thus
the packaging targets a wide range of customers.
6.2 Price
Price refers to the monetary value targeted on the product that a company needs the
customer to pay in exchange for the product. Unlike another marketing mix that focuses on
creating value, pricing focuses on harvesting the value of the products through marketing thus
makes the most instrumental factor in the marketing mix. Amway Company employs different
pricing strategies that are: promotional pricing, grant pricing, list pricing, discount pricing, credit
terms pricing, cost-based pricing, competition-based pricing, demand-based pricing and section

AMWAY COMPANY MARKETING AND MANGEMENT 19
pricing.
6.2.1 Section Pricing
Section pricing refers to the pricing of the product depending on the market
segmentation (Schulze, 2018). Amway determines the prices of the products depending on the
customer segmentation thus can sell the same product to different customers at different prices
depending on the customer’s ranks, class and profile. Customer ranking is determined by the
number of purchases made by various customers. Thus those with high rank tends to make
frequent purchased are charged more than those with low rank. For example, a customer with
12500 points and above can get 21% on rebate while those with low points such as 250 points
get a rebate of 3% on the product purchase.
6.2.2 Allowance Pricing
Allowance pricing refers to the reducing of one products’ pricing when a customer
buys an alternative product (Tuttier, 2011). Amway allowance pricing of the Nutrilite will be
applied when a customer buys a new item; the price of the old item is reduced to encourage
customers to buy old items even during the introduction of the new products.
6.2.3 Promotional Pricing
The promotional pricing refers to the product pricing based on special events
organized by the company to increase sales. Amway applies promotional pricing the organising
special monthly events. During these monthly special events, Amway reduces the prices of
particular products that might have registered low purchasing rate, to encourage customers to
buy it. Consequently, the company can as well encourage customers to buy such products by
awarding other products alongside the products.

AMWAY COMPANY MARKETING AND MANGEMENT 20
6.2.4 Competition-Based Pricing
Competition based pricing tends to fix the prices of the products near the price of
competing products. Amway products experience competition from different companies such as
Mary Kay and P&G. the competitive pricing strategy will help Amway’s marketers not to worry
about demand and cost as well as the effect of the changes brought about by competitors.
6.2.5 Demand-Based Pricing
The demand-based pricing allocates products prices based on the market demand
without paying attention to the cost and the prices of the competitors. Amway’s products tend to
be high quality and expensive thus will only be demanded by the high-class consumers, through
the little demand, Amway is able to determine their prices by taking the advantage of market
demand.
6.3 Place
Placing refers to a marketing concept that identifies the specific location of the
products and services to various target customers. Amway Company’s placing strategy lies on
the availability of various distributors and sub-distributors that ensure that each client obtains the
accurate product at the correct right time and the accurate quality.
6.4 Promotion
Promotion refers to the process of increasing sales of a product. Amway employs
majorly three promotional mixes to capture the attention of the targeted customers; these are
advertising, direct marketing and personal selling (Ho, Ho & Tan, (2013).

AMWAY COMPANY MARKETING AND MANGEMENT 21
6.4.1 Advertising
Advertising refers to the non-personal communication strategy with the targeted
audience through various media such as radio, televisions, newspaper, mail and internet (Divock
& Leychik, 2012). Advertising is essential in creating awareness of the availability of products
to targeted customers. Thus Amway uses post various products on magazines, newspapers,
television and internet to capture the attention of customers.
6.4.2 Direct Marketing
Direct marketing refers to the use of non-personal marketing tools such as telephone
magazines among many others to communicate the organisational and product information to the
targets clients. Amway employs direct marketing by posting various product information,
benefits and prices into the company’s website and other media platforms that can be easily
accessed by clients. Through these platforms, clients tend to learn more about the product before
making the actual purchases.
6.4.3 Personal Selling
Person selling that refers to the application of the human as the platform of product
promotion? Amway employs different marketing personnel with good convincing power to
capture the attention of the customers and encourage them to make different purchases.

AMWAY COMPANY MARKETING AND MANGEMENT 22
Figure 2: Shows Marketing Mix, obtained from (Pulido, 2018)
7.0 Conclusion
In conclusion, Amway has strong global market command attributed to the marketing
and management strategy. From the paper it is evidential that Amway multi-level marketing has
enabled the company to capture the large market with Australia inclusive, thus making it one of
the great homecare companies in Australia market. Amway strengths lie in the strong global
brand, a wide range of products, high quality of products, strong brand name and wide range of
revenue collection. The company weakness lies on the rising stiff competitors, and the high
product process, the opportunities of the company, lies on the rising technological advancement
and the emerging markets such as Africa, Asia and China. Despite all the threats, the company
has a better position in Australian and the entire world. However, there are still other aspects that
the company need to do to ensure a continuous competitive advantage over stiff competitors such

AMWAY COMPANY MARKETING AND MANGEMENT 23
as P&G and Mary Kay. Amway should try and focus on the middle and lower class by providing
products with lower prices. This will guarantee their long term market command.
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