Amway’s Indian Marketing Experience Blunders made in Marketing Mix by Amway The blunders made in Marketing Mix by Amway are, the first and four most is they neglected direct selling in India which was already a successful proven model, the second one is 50 – 60% of products where consumed by the distributors, poor customers service which they still lag.
The image which was created about Price was other blunder mistake, but in this company has failed to explain the actual fact to the customers that price which fixed is for concentrated one and they can dilute from it, the other major mistake is they failed to explain about the product to the customer the Adhoc Network which was followed by Amway was not effective the duplication made in training was not up to the mark.
Authorities in the Indian state of Kerala have shut down Amway’s operations there amid allegations the company was operating as an illegal “money chain” and “cheating,” according to Indian media accounts.
source: The Economic Times of India), this was again a big pull down for the company The seven mistakes which is mentioned in the book “The 7 fatal mistakes in Network Marketing by Taigh G Smyth” had happened in Amway Marketing Mix, the seven mistakes are •. Employee mindset(interested in offer by not ready to work intensively) •Thinking that everyone is your prospect •Not getting proper training •Believing the traditional methods are the best way to built •Buying leads Believing that this business offer multiple streams of income •Thinking you can’t build online business.
•Suggest a Marketing Mix for Amway with specific reference to Product P of the 4 Ps. You will have to justify your answer with market based facts in which Amway is operating in India. •Clearly explain the market segmentation strategy and your suggestion for “Place” of Marketing Mix? Marketing Mix of P – Product (suggest a marketing mix for Amway with specific reference to product P of the 4 P’s. )
In Marketing Mix product width or horizontals and length or verticals should be clearly exposed to the customer, which will help customer to choose the right product. Most of the customer who may know Amway is but they don’t know what is width and length of Amway if a clear picture is given about horizontals and verticals we may not loose a customer brand known customer. A perfect product should meet all five levels like Core benefit, basic product, expected product, augmented product and potential product.
When a product is given it should meet the core benefit like if a body wash is introduced then the main objective of the product is to clean the body, secondly the basic product is like it should accompany a body cleaning brush with it, third level is that expected should not give any side effect to the skin, fourth level is that augmented product like it should give fragrance in addition to body cleaning, the fifth level is that potential like body wash can be sell with some additional offers(i. e. upporting product or offers in price). Most of Amway products are concentrated one it should be given on diluted one or ready to use one comparative to other competitor Amway product will cost less when it is diluted but the first impression which comes in customer mind is that expensive and less in quantity and they don’t think about dilution, this pulls the sale of product where other product will take off. Marketing Mix of P – Place (Clearly explain the market segmentation strategy and your suggestion for “place” of marketing Mix)
A market segment consists of group of customers who share similar set of wants thus marketer will not create a segment he can just identify and decide which one to b targeted. For Amway diffused preferences segmentation will help to grow business more, in this model initially major segment can be covered because it is a scattered throughout the space later Clustered preferences segmentation can be followed inside the diffused preferences so the entire market can be covered.
When a product is introduced this should reach most part of the segment like if a body wash is given it should reach most part of the segment once it has reached the identity of product (i. e. body wash) will be familiar among the group then the more concentrated marketing within the segment should be done like the body wash product identity has reached then it should reach detailed customers in that particular segment once it has done then the whole market will be using that particular product.