Amway case study pdf

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Amway Casestudy

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Amway Casestudy | Market Segmentation | Marketing

MLM was the fastest growing sector of the direct selling industry worldwide. The direct-marketing industry in India was about Rs 6 billion in In the pre-liberalization era, network marketing in India was usually in the form of various chit fund companies like Sahara India. These had a system of agents, who simultaneously mobilized deposits and appointed sub-agents for further deposit mobilization.
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Yet as Amway sought to evolve its business for the digital era, the company found itself struggling to define, own, and drive its social media strategy and programs. After an extensive evaluation of possible technology partners, Amway partnered with Hootsuite to simplify and standardize its social ecosystem, understand global social activity and performance, and drive its social strategy and vision forward. Amway envisioned an ambitious social strategy that would support the launch of a new line of beauty products for younger consumers. The company needed a social media management platform to help it achieve the language and social network coverage, global engagement support, and performance measurement and reporting needed to make the campaign a success. In less than a year, the platform was successfully deployed across all global markets active on the supported social media networks, allowing Amway to centralize the tactical execution of its social media activities.
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