Amway Artistry SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 6287
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SWOT Analysis of Amway Artistry with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Amway Artistry

Parent Company

Amway and Alticor

Category

Personal care brands- skin care

Sector

FMCG

Tagline/ Slogan

Beauty insider

USP

Premium skin care products

STP

Segment

Facial skin colour and colour cosmetics

Target Group

Female looking for premium cosmetics

Positioning

Optimal skin health with maximum ease of use

SWOT Analysis

Strengths

1. A leading global prestigious beauty brand
2. Among the world’s top five, largest-selling, premium skincare brands

3. Among the world’s top ten cosmetic brands.
4. Formulations through scientific advisory board
5. Amway formed a strategic alliance with internationally renowned aesthetician and skin expert

6. Presence of various products in the essential, luxury, colour and time defense range

7. Online promotion through applications like virtual makeover and beauty insider

Weaknesses

1. Products available only through agents or online, no presence of products in retail
2.Not much of TV advertisement or brand ambassador, only mode of communication is word of mouth

3. Cannibalization by Amway other products

Opportunities

1. Increase the availability of product in international markets
2. Using various medium of communication like it is international brand; online can be a good platform
3. Can tie up with chains of beauty salons and health experts

Threats

1. Increasing competition in both national and international markets
2. Switching cost is low
3. Replacement by local products

Competition

Competitors

1. Loreal

2. Ayur
3.Neutrogena

4. VLCC

5. Nivea

6. Biotique



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