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Published on February 15, 2008

This year it will spend Bt650 million on marketing and related activities, up from Bt500 million last year, its managing director Preecha Prakobkit said yesterday.

Amway, which has operated in Thailand for 20 years, achieved sales of Bt10.15 billion last year.

The company plans to strengthen its three strategies: focusing on consumer expectations, conducting marketing activities with maximum efficiency, and focusing on innovative products and services.

Amway (Thailand) has already spent Bt150 million on restructuring its entire IT system. It has opened three new shops to take its nationwide total to 44, will open another three this year.

The new IT system has customer-relationship management software that allows Amway's independent sales representatives to use information on consumer behaviour to increase sales, as well as a "standing order" program to increase convenience in ordering products through Amway.

Of last year's sales, 57 per cent was from Nutrilite food supplements and Artistry skincare and cosmetic products, 39 per cent from other Amway products, and 4 per cent from non-Amway products.

Marketing director Ratana Channara said the company would increase the proportion of sales of non-Amway products to 10 per cent this year. It currently sells about 70 non-Amway brands, including Philips electronics products and 3M stationery.

Amway (Thailand) has 440,000 consumer members and another 300,000 members as independent sales representatives. It gets 25,000 new members every month.

Amway is holding its National Convention and Product Exposition from today until Sunday at Muang Thong Thani.

Nitida Asawanipont

The Nation