amway

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Amway Products
Nutrition
Today this company offers more than 450 nutrition, beauty and home care category products (Amway Newsroom, 2014). The top brand of Amway is “Nutrilite” which stands for world’s number one selling dietary supplements. The broad product line of Nutrilite helps to improve and maintain bone, brain, heart, joint, liver, and vision health. According to Martinez (2013) nutrition category continuous to be the Company’s top earner, accounting 46 percent of yearly revenue in 2012.
Beauty
Other top brands of Amway are “Artistry” and “Beautycycle” which stand for skincare and cosmetic products. Alviar (2009) stated that for more than seven consecutive years the Artistry brand has been among top five biggest facial skincare and color cosmetics brands in the world. According to Martinez (2013) 26 percent of company sales last year were generated from beauty category products.
Homecare
The third biggest category is “Amway Home” which stands for range of homecare products, including “iCook” cookware, “Atmosphere” air purifiers and “eSpring” water treatment systems. According to Martinez (2013) in 2012 this category brought company 22 percent of revenues in 2012. Finally, in 2012 the last 6 percent of revenues were brought by ABO supplement product, such as catalogs, t-shirts etc. (ibid).

Manufacture
Each year Amway produces 150 million units of cosmetics, 75 million units of soap, detergents, and cleansers, 10 billion tablets, capsules and soft gels (Amway Newsroom, 2014). Amway products are developed in 65 company owned research and development laboratories worldwide. For instance “Nutrilite” is the only global vitamin and mineral brand to grow, harvest, and process plants on their certified organic farms using sustain...

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...t advertisement. For instance, actress Sandra Bullock is the face of “Artistry” beauty products (See figure 1.1). Sponsorship is another way that Amway uses to advertise their products, for example, “Artistry” sponsors Miss America competition every single year and “Nutrilite” sponsors AC Milan football team and football legend Ronaldinho (See figure 1.2 and 1.3). In terms of promotion one of the Amway’s major tasks is to build good public relations. This company is always ready to give full support for charities and campaigns which help poor children, disadvantage people, green environment etc. (See figure 1.4). In 2014 Amway organises to participate in the Flora Women’s Mini Marathon which is the biggest women-only event of its kind in the world. Last year, 30 ABOs from Ireland participated in the event and managed to raise over 2500 euros for Special Olympics.

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