A Marketing Plan for Amway's eSpring Water Treatment System
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Amway's eSpring operates globally in the luxury water treatment system industry, targeting affluent clients looking for an advanced, effective, and innovative water filtration device to transform their homes. The target audience can be easily reached by leveraging the Internet to increase eSpring's brand familiarity. eSpring entered the market in the opposite location to their major competition, representing both an expensive and relatively complex product. Further, eSpring's brand managers communicate a lack of marketing finances resulting from unequal distributions among Amway's health and beauty department categories. This means that the marketing plan previously created for this brand has been relatively minimalistic. Through a full situation analysis of the water treatment system market, a brand awareness driven social media marketing plan has been developed for eSpring. This strategy proposes specific social network tactics that eSpring can use to more effectively reach their target audience that includes: improving presence on Facebook, creating accounts and building audience base on Twitter and Instagram, monitoring and identifying influential individuals to help establish brand reputation, implementing a conversation monitoring strategy, and monitoring social media analytics to respond accordingly to trends and potential customers. Using a customer intimacy marketing strategy and specific social media tactics to complement this strategy, eSpring will more effectively reach their target audience and increase visibility of the eSpring brand within the United States.