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Contents of Presentation
Introduction of Amway Product lines of Amway Target Market and Customers Objectives of the Case Study Direct Selling Importance of Communication for Amway Choosing the communication channel Communication Channels used by Amway Website of Amway ARTISTRY Conclusion

Amway is an American multinational direct selling company located at Ada, Michigan. Amway was founded in 1959 by Jay Van Andel and Richard DeVos. The name stands for American Way. The company has sales growth of 17%, exceeding USD$10.9 billion for the year ended December 31, 2011 The company has 2.5 million independent distributors in more than 70 countries worldwide. Amway s Vision: Helping people live better lives.

Product lines of Amway

It includes: home care products, personal care products, jewelry, electronics, Nurtilite dietary supplements, water purifiers, air purifiers, artistry, insurance and cosmetics.

Target Market and Customers

The range of consumers group is very large which is from babies to elders Women are the main consumers

Objectives of the Case Study

To know the secret behind success of Amway To know about the communication channel used in Amway To understand the important of communication in large company like Amway

Direct Selling
Direct selling is the marketing and selling of products directly to consumers. The starting point for any kind of direct selling activity is the preparation. The main benefit of direct selling is that it allows distributors to focus on individual customers and their needs.

Importance of Communication for Amway

Communication is the activity of conveying information through the exchange of thoughts, messages, or information, as by speech, visuals, signals, writing, or behavior. Amway need to communicate 35000 distributers To achieve the intended result Inefficient and wasteful to send a message to every distributer

Choosing the communication channel

The choice of communication channel used by Amway depends on what needs to be communicated. The way in which a message is delivered has an important impact upon how it is received.

Amways Communication Channels

Corporate Events Corporate events include specially arranged functions, such as product fairs, conferences and seminar. Events include: Pace Setter Direct Distributor Leadership Seminar Launch into '98

Amways Communication Channel


Training Lines of sponsorship Publications Amagram Diamond & Leaders' News Newsgram and WAD (Warehouse Authorised Distributor) Bulletin Special Literature

Amways Communication Channel


Other Communication Channels Direct distributors are targeted via a monthly mailout Packing slips have short messages printed on them A telephone team at the Amway Information Centre handles ongoing enquiries Amway has recently launched their first ever brand advertising campaign.

Website of Amway

It includes: What is Amway Limited? Amway & the Community The Amway Product Range The Amway Business Opportunity Amway News

The Artistry brand sales facial skin care products and cosmetics since in 1968. As of 2000, the Artistry range included over 400 products. Artistry is produced by Access Business Group and marketed by Amway in more than 90 countries.

To become ARTISTRY Consultants, distributors attend a training course which covers: learning about the skin skin care products cosmetic application - basic techniques cosmetic products - application, co-ordination and advanced techniques merchandising session - how to build an ARTISTRY business.

Amway is one of the worlds largest direct sales companies. Anybody involved in direct selling should be fully trained and familiar with all aspects of products and customer needs. Effective communication at Amway involves making prior decisions about who needs to receive the messages. The processes of communication at Amway are designed to help distributors become well trained and professional in all their dealings.