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VISUAL STRATEG GUIDE A M WAY
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OUR PAST
Our History
OUR FUTURE
Our Mission
Our Competitors
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GY Time Line
Our New Look
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Our Previous Look
Our Audience
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OUR PAST
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Our History Time Line Our Previous Look
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A M WAY
OUR HISTORY Over 52 years ago, two men had a dream for a better life for their families. They built a company on principles, people and products that have touched millions of lives around the world.
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1 . T he e ar lier A m w a y t r ainin g clas s 2 . A m w a y sho w c as e c ar 3 . T he f ounder J a y Van A ndel and R ichar d D eVo s
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A M WAY
THE BRAND DESCRIPTION In 1959, Amway launched a business model fueled through the power of relationships. The original product offered in this model, was Liquid Organic Cleaner (L.O.C.). It was the first concentrated, bio-degradable, and environmentally friendly cleaning product. Since then, Amway has expanded from home products to a global leader in the categories of health and beauty. Amway (short for The American Way) is an American company that uses a multi-level marketing model to sell a variety of products. Its product lines include home care products, personal care products, jewelry, electronics, Nutrilite dietary supplements, water purifiers, air purifiers, insurance, and cosmetics. Amway combines direct selling with a multi-level marketing strategy. Amway dis12
tributors, referred to as “Independent Business Owners� (IBOs), may market products directly to potential customers and may also sponsor and mentor other people to become IBOs. IBOs may earn income both from the retail markup on any products they sell personally, plus a performance bonus based on the sales volume they and their downline (IBOs they have sponsored) have generated. People may also register as IBOs to buy products at discounted prices.
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One of the ways they do this is through the work many do in communities where they live and work. Whether helping others discover their potential through a business of their own, addressing malnutrition in children, promoting environmental stewardship. Amway has been subject to investigation as a pyramid scheme.
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TIME LINE Amway was founded in 1959 by Jay Van Andel and Richard DeVos. Amway conducts business through a number of affiliated companies in more than a hundred countries and territories around the world. What Amway did was that all these people working together to bring to life our mission of helping people live better lives.
1960s
1950s Amway begins in Ada, Michigan. Founders
The Amway Business philosophy begins to ex-
Jay Van Andel and Rich DeVos coined Amway
pand, in geography, sales, and product offering.
as an abbreviation for “American Way”.
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1962
1958
In October of 1962, Amway opens its first In-
DeVos and Van Andel had built an organization
ternational office in London, Ontario, Canada.
of over 5,000 distributors.
This would be the second of over the eventual
1959 Amway launches its first product, Liquid
80 countries and territories that Amway would expand into.
Organic Cleaner – one of the world’s first
1967
bio-degradable, concentrated multi-purpose
Amway sales reach $50 million.
cleaners. Liquid Organic Cleaner becomes a high seller and initiates the legacy of taking our stewardship for the earth seriously.
1976 Through the latest technology of the day, Rich DeVos talks about selling America. His innate
1959
ability to motivate and inspire is highlighted on
Richard DeVos discusses the early days of
the album.
Amway. How a few key decisions and opportunities led to the world of Amway as we now know it.
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1970s
1980s
Amway acquires Nutrilite, adds eight more
The Amway Opportunity reaches an additional
international markets, and expands the world
20 countries through the power of more than
headquarters to almost one million square feet.
one million distributors.
1971
1980
Amway’s first overseas office opens in Sydney,
Amway enters the decade of the 80s by sur-
Australia. Why Australia? As described by our
passing the $1 Billion sales mark. Watch Jay
co-founder Rich DeVos, “it was the farthest
Van Andel discuss this milestone.
away, so we said, well, if it will work way over there, then maybe it’ll work elsewhere.” Cofounder Jay Van Andel is shown breaking ground.
1981 Amway’s Grand Plaza Hotel opens in Grand Rapids, Michigan, USA. This four-star, 682
1972
room hotel, becomes one of the iconic cata-
Amway acquires the Nutrilite Brand, to round
lysts that would enhance and grow the West-
out the Amway offering to home, beauty,
ern Michigan community.
and nutrition. Nutrilite would grow to become the world’s leading brand of vitamin and dietary supplements.
1984 Amway Celebrates its 25th Anniversary.
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2000s
1990s Amway expands into 33 additional markets
The new millennium would bring new partner-
around the world, including China and South
ships, new innovations, and new efforts to help
Africa (shown). Through the efforts of our
Amway achieve its vision of Helping People Live
distributors, employees, and partners around
Better Lives.
the world, Amway would more than double in 16
size during the decade.
2003 Amway One by One Campaign for Children launches. It rallies the resources of the entire Amway family to make a difference in the lives of children around the world. 2006 Nutrilite opens the Center of Optimal Health. This California based facility represents a worldwide collaboration of experts who are dedicated to helping people achieve optimal health. 2009 Amway celebrates its 50th Anniversary.
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2010s Amway continues to impact the lives of people
Future Amway is going to have a new future.
around the world using new communication technologies and social media tools. Strong sales lead to a global manufacturing expansion and new company milestones. 2010 The Amway Center, a 20,000 seat entertainment and events center opens in downtown Orlando, Florida, USA. The Amway Center is the home of the National Basketball Association (NBA) Orlando Magic basketball team. 2012 Dick and Doug DeVos were inducted into the Direct Selling Association (DSA) Hall of Fame.
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A M WAY
OUR PREVIOUS LO These pictures show Amway looked like in the past. Some negative news bring bad effects to Amway. The key of the old Amway was too dull, unhealthy and false. • dull • unhealthy • false
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OUR FUTURE
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Our Mission Our New Look Our Audiences Our Competitors
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OUR MISSION Our mission is to help people achieve success through setting personal goals while buiding their confidence to pursue future endeavors.
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Our Vision Amway is moving beyound to offer all people the opportunity to achieve their goals through the Amway Sales and Marking Plan, and expanding our successful experience for people to apply it their work and life. We not only focus on Amway’s business, but also will unite people’s wisdom and spread it to others. We promote successful people share their valuable experience and failure lessons. We hope everyone can find their own definition of success, spread theri experience to more people and create the self-value for the society.
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OUR NEW LOOK These pictures show our new look in the future. In order to present a bright future, the key of the new Amway change to healthy, knowledgeable and educational. • healthy • knowledgeable • educational
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OUR AUDIENCE Our new target audience focusing on people who have a dream and want to approach. We will help them define their personal success and help them closer to their dreams.
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PUBLIC SCHOOL TEACHER
> Cara Kuebert > 29 years old > From California, the United States
• She wants to be a dietician in future because health is very important for everyone and she wants to spread the nutritional knowledge for everyone. • She reads some books and magazines that are about health because she wants to know the knowledge about health preserving. • She does yoga regularly, and running three times a week because she thinks she can be healthier. • She likes to make friends who are positive and smart because she believes a good friend can make her get progress in life. • She really likes to help people and often share her experience about health with people. • She prefers do not take medical when she has a cold because she thinks that has bad effects for her body. • She loves nature, so she will go hiking with her friends sometimes.
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MAINTANCE HOUSEKEEPER
> Laura Michele > 40 years old > From Sao Paulo, Brazil
• She usually feels super tired after working, because she has many physical works to do every day. So, she wants to change the situation and live better. • Her salary is not so high, but she still keeps an opposite attitude for her job, because she can know some knowledge from her boss. • She will go to a public library when she free because there have free books she can read. • Sometimes, she feels confused because she does not know what she can do to live better. • She loves to share her organic vegetable with her neighbors because her neighbors help her a lot when she has troubles. • She wants to improve her quality of life so she works really hard. • She likes to know different people, so she can know many interesting stories from them.
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SENIOR WRITER
> Tom Nash > 55 years old > From Positano, Italia
• He still has a dreame that is to travel around the world so he will have more ideas to write his books. • He lives in a small beautiful town, but when some travelers come to the small town he will get some interesting news. • His readers are very concerned about his health, because they want him can write more interesting works. • He is in bad mood sometimes, because of the pressure from work and life, and he does not have a good way to reduce his pressure. • He will learn to cook when he is free because reasonable diet can make him healthy, and he will have the energy to see the world. • He feels said when he being sick, and that always happens because of his do not have a strong body.
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STUDIOS STUDENT
> Jay Glasenk > 21 years old > From Inchon, Korea
• He always works hard because he believes that all the efforts were not in vain. • Jay is the third year of a college student and his major is physics, so he will stay in laboratory every day and do his experiments. • He does not know what he will do in the future. Well, he wants to find a high salary job. • He plans to play the stock market, but his major is not about financial. • He likes to go to the bar at night because he can have fun and reduce pressure at there. • He parents do not pay the life fee for him, so he has a part time job. • He do not have much time for fun because his has much homework and experiments to do.
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BUSY DENTIST
> Adam Klein > 35 years old > From Oakland, CA
• He contacts with many patients who have teeth problems, so he knows how important healthy is. • He and colleagues discuss dental health because they want to make progress together. • He often reads professional books, because he wanted to get an advanced certification. • His wife and children all like his job, because he can help them from being decayed tooth pain. • He very likes smile because it can relieve the patients’ bad mood. • He tried to do more business because he wants to live a better life with his family. • He will be a volunteer dentist to the poor area because he feels satisfactory of his mood after help other people.
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SOFTWARE DEVELOPER
> Adam Lachmi > 34 years old > From Guangdong, China
• He has two kids and he will take care of them with her wife. He wants to have a comany and earn more money to let his family have a better life. • He feels exhausted sometimes because he has high work pressure. • He has trouble to sleep at night because he will think about the problems from work too late. • He will go to a bar and have a cup of drinks because that will help to reduce the pressure. • He wants to talk about his trouble with people, but as a man, he feels embarrassed to talk problems with people. • He had high-level education, so he cares about environment issue in the world. • He wants to do investments with his money to make sure his family will live will after he retire.
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OUR COMPETITORS CURRENT COMPETITORS The current competitors are the companies that compete with Amway’s audience by providing the same business model, and some companies they do the same partial sector business.
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MARY K AY Mary Kay Inc. is an American privately owned multi-level marketing/ direct sales company that sells cosmetics products. The business focus on women.
AVON Avon is an American international manufacturer and direct selling company in beauty, household, and personal care categories. They focus on women.
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HERBALIFE Herbalife International is an American multinational multi-level marketing corporation that develops, markets and sells nutrition supplements, weight management, sports nutrition and personal care products.
NU SKIN Nu Skin Enterprises is an American multilevel marketing company which develops and sells personal care products and dietary supplements.
SUNRIDER Mary Kay Inc. is an American privately owned multi-level marketing/ direct sales company that sells cosmetics products.
ADVO C AR AdvoCare is an American company which sells nutritional supplements, weight management, energy, and sports nutrition dietary supplements using the direct selling business model.
USANA HEALTH SCIENCES Usana Health Sciences is a Utah-based multi-level marketing company that produces various nutritional products and nutraceuticals.
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FOREVER LIVING PRODUC TS Forever Living Products is a multi-level marketing (MLM) company, which manufactures and sells aloe vera-based drinks and bee-derived cosmetics, nutritional supplements, and personal care products.
ORIFL AME Oriflame Holding AG (Switzerland) is a company, founded in 1967 in Sweden by the brothers Jonas af Jochnick and Robert af Jochnick. The company sells personal care, accessories and nutritional products online and direct.
NATUR A Natura is a Brazilian manufacturer and marketer of beauty products, household, and personal care, skin care, solar filters, cosmetics, perfume and hair care products the company that sells products through representatives in many countries across the world.
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ADJACENT COMPETITORS The adjacent competitors are the companies that do related business with Amway, but not the exact business. And they could be the cooperate relationship with Amway.
PRIMERIC A Primerica is a United States-based insurance and financial services company, which uses multi-level marketing As of 2016. The company sells financial products and services using a hybrid model of direct selling, franchising and distribution.
PAMPERED CHEF Pampered Chef is a global multi-level marketing company that offers a line of kitchen tools, food products, and cookbooks for preparing food in the home. The company started to sell items to housewives on the party plan, a system in which a homemaker invited her friends over for a social event. WALMART WalMart is an American multinational retail corporation that operates a chain of hypermarkets, discount department stores and grocery stores.
Trader Joe’s Trader Joe’s is a privately held American chain of specialty grocery stores. Trader Joe’s describes itself as “your neighborhood grocery store” or “your unique grocery store”. Many of the company’s products are environmentally friendly.
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FEDEX FedExis a US multinational courier delivery services company. The name “FedEx” is a syllabic abbreviation of the name of the company’s original air division, a feature that has now been implemented by most other carrier services
Prudential Prudential Financial is an American Fortune Global 500 company whose subsidiaries provide insurance, investment management, and other financial products and services to both retail and institutional customers.
Transamerica Corporation The Transamerica Corporation is an American holding company for various life insurance companies and investment firms doing business primarily in the United States, offering life and supplemental health insurance, investments, and retirement services.
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CITIBANK Citibank is the consumer division of financial services multinational Citigroup. Citi’s services as a trusted partner to our clients by responsibly providing financial services that enable growth and economic progress.
MEETUP Meetup brings people together in thousands of cities to do more of what they want to do in life. It is organized around one simple idea: when we get together and do the things that matter to us, we’re at our best.
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TUPPERWARE Tupperware is a home products line that includes preparation, storage, containment, and serving products for the kitchen and home, it also includes plastic containers used to store goods, and or food. It as a method empower women, and give them a toehold in the postwar business world.
ASPIRATIONAL COMPETITORS The aspirational competitors are the companies that Amway will be after its re-branding in the future state. Some of the companies maybe very differently with Amway, and even from other fields, but their ideas or execute services are similar with Amway.
TED TED is a global set of conferences run by the private nonprofit organization Sapling Foundation, under the slogan “Ideas Worth Spreading”.
LINKEDIN LinkedIn is a business and employment-oriented social networking service that operates via websites. Most of the site’s revenue came from selling access to information about its users to recruiters and sales professionals.
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WALMART WalMart is an American multinational retail corporation that operates a chain of hypermarkets, discount department stores and grocery stores. The company traces its success to the ideals of its founder, which is to be the best retailer in the hearts and minds of consumers and employees. gsk GlaxoSmithKline is a British pharmaceutical company. The company is to help people do more, feel better, live longer.
AIG American International Group is an American multinational insurance corporation. They commit our to developing products and services that address the needs of clients as well as promote a corporate culture that values diversity, innovation and excellence.
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Unilever Unilever is a British-Dutch multinational consumer goods company. Its products include food, beverages, cleaning agents and personal care products.
MEETUP Meetup brings people together in thousands of cities to do more of what they want to do in life. It is organized around one simple idea: when we get together and do the things that matter to us, we’re at our best. It brings people together to do, explore, teach and learn the things that help them come alive.
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WHOLE FOODS Whole Foods Market is an American supermarket chain exclusively featuring foods without artificial preservatives, colors, flavors, sweeteners, and hydrogenated fats.
OGILV Y & MATHER Ogilvy & Mather is an advertising, marketing and public relations agency. They try to make a stimulating and happy experience. They put this first, believing that superior service to clients depends on the high morale of our men and women.
COSTCO Costco Wholesale Corporation is an American membership-only warehouse club that provides a wide selection of merchandise.
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PHOTOS CITED Photo on page 8-13 from amway.com Photo on page 16-17 from educationworld.com Photo on page 18-19 from mockupworld.com Photo on page 21-23 from educationworld.com Photo on page 26-35 from officesnapshots.com
SEMESTER: Fall 2016 INSTRUCTOR: Hunter Wimmer CLASS: GR 604 The Nature Of Identity STUDENT: Qi Li EMAIL: qizaiha@yahoo.com TAPEFACE: Myriad Pro
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Life seems full up, success seems in sight.
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Photos Cited Photo from kinfolk.com SEMESTER: Fall 2016 INSTRUCTOR: Hunter Wimmer CL ASS: GR 604 The Nature of Identity STUDENT: Qi Li EMAIL: qizaiha@yahoo.com TAPEFACE: Celdum Medium PAPER: Red River paper 50lb Premium Matte Double-Sided
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