Bangkok--Jul 21--MDK Consultants
Amway (Thailand), the country’s leader in direct sales, has introduced its latest “eSpring” water treatment aimed at capturing the health-conscious and family markets. Designed with state-of-the-art technology, eSpring is claimed to be highly effective, killing 99.99% of bacterial organisms and viruses and dealing with more than 140 contaminants.
Confident the eSpring will capture a significant share of the market, Amway plans to implement a direct-experience marketing campaign to introduce and demonstrate its new product on 23-24 July 2005 at Impact, Muangthong Thani, Bangkok.
Mr. Preecha Prakobkit, Managing Director of Amway (Thailand) said that Amway’s marketing policy is focused on health and beauty products driven by highly successful sales of Artistry and Nutrilite products with 40% growth in 2004. It also takes account of consumer trends that focus on healthy lifestyles and health related products. Amway has therefore developed a third generation of its state-of-the-art water treatment under the “eSpring” brand name to produce a better quality of water.
Amway Thailand’s MD said that 2002 market research placed Thailand’s water treatment market as the seventh largest in Asia valued at 3,700 million baht comprising 30% Point of Entry and 54% Point of Use. Amway Water Treatment gained customer satisfaction with a 48% market share of Point of Use category.
“Factors driving the past success and future prospect include the strength of the US-based Alticor research and development team with more than 20 years experience combined with 50 scientists and 270 patents worldwide. Professionally trained Amway Business Owners and excellent After Sales Services are also contribute to Amway’s success in the market. Amway’s include 90 day money-back guarantee and three-year product warranty provided additional value to its success,” added Khun Preecha.
Mrs. Ratana Channara, Marketing Director of Amway (Thailand) said that Amway pioneered the water treatment market in Thailand and currently has the highest market share. The company is confident that eSpring will be successful and meet the needs of its target markets which include modern families and high purchasing power segment. Initially Amway aims to sell at least 40,000 eSpring water purifiers a year.
Khun Ratana added that Amway would organise a marketing campaign to promote its eSpring Water Treatment providing an opportunity for its business owners, members and customers to experience the product for themselves on 23-24 July 2005 at Grand Diamond Ballroom, Impact Muangthong Thani, Bangkok. Director of Durables R&D, Dr. Roy Kuennen together with Alticor’s scientific team will also be present at the event to share their expertise with Amway Business Owners at the “eSpring Mini Brand Experience” forum as well as joining eSpring information road shows nationwide.
“Amway has implemented a CRM (Customer Relationships Management) strategy for customer’s data base aimed at providing continual after sales and maintenance services. We have also set up an eSpring Call Center that provides customers consultation with fast and convenience access via 0-2351-800 (press 3). We are confident that this new service will enhance our customer service strength in addition to services from our business owners,” added Khun Ratana.
Dr. Roy Kuennen, Director of Durables R&D said that eSpring is the first point-of-use water treatment to use a patented combination of carbon-block and UV-lamp technologies coupled with advanced electronic monitoring. Smart chips embedded into the filter cartridge give users notice via a LED display and audio alarm when it is time for cartridge replacement. The electronic monitor uses wireless technology, enhancing safety. It is the first technology that is fully certified by NSF International including Standard 42, 53 and 55.
“This certification confirms eSpring capability to kill as much as 99.99% of bacteria and viruses as well as screen particles whose size is as little as 0.2 microns whilst also filtering more than 140 contaminants including lead and mercury. This multi-stage filter improves the taste, odor and clarity of drinking water whilst keeping benefits of minerals such as calcium, magnesium and fluoride,” added Dr. Kuennen.
The eSpring Water Treatment is available with a money-back satisfaction guarantee through Amway Business Owners (ABOs) nationwide. For more information, contact eSpring Call Center at 0-2351-8000 press 3 or www.amway.co.th.
Note to the Editor
Amway (Thailand), founded on May 4, 1987, is Thailand’s direct selling leader with the number one sales (volume according to the financial statement of the Commercial Registration Department, Ministry of Commerce dated 22 January 2003).
Amway sells its products through a Multi-level Marketing strategy. The company currently has 280,000 Amway Business Owners (ABOs) who are actively committed to doing business and who renew their memberships every year, and approximately 400,000 consumer members nationwide who also renew their memberships annually.
Amway (Thailand) is a member of the Thai Direct Selling Association (TDSA) and is currently the President of the TDSA.
More information for media, please visit our website at www.amway.co.th or contact Amway’s External Affairs at 02-374-8000 ext. 498
For more information, please contact:
MDK Consultants (Thailand) Ltd
Baralee Intararut
Worakorn Boorattanakul
Sitthi Wattanayagorn
Tel: 0-2658-6111-20 ext 117Fax:0-2658-6122 End.