Officials declined to say how much Alticor is spending on marketing, but Lieberman said it’s spending about as much as other large direct-sales companies, such as Mary Kay Inc., Herbalife International Inc. and the industry’s top-seller, Avon Products Inc.
“Before, our spending was relatively nonexistent,” he says.
The privately owned firm, based in Ada, about 10 miles (16km) east of Grand Rapids, still makes and sells the L.O.C. household cleaners that made Amway famous, as well as food, apparel, baby-care items and jewellery. But the new push focuses on Nutrilite vitamin supplements and Artistry skin care products.
Amway does business in most of the world, except northern Africa and West Asia because expanding there would be “too complicated”, Van Andel says. The most logical move was to reinvent Amway in the US.
“We’ve got to take a look at the markets that we’ve been in a while, like the US, that are mature, that have been kind of just kind of stable and going along but haven’t had any huge growth spurts,” Van Andel says. “We’ve got to take a look at what we can do now to get those markets up and moving again.”
Tags - Find More Articles On: