Amway expects boost from new products
Amway Thailand, the country's leading direct-sales operator, targets Bt5.7 billion in sales of Nutrilite products this year.
“Nutrilite Double X and the brand-new product, Nutrilite All Plant Protein, are our flagship products for the year under the supplements category,” managing director Kittawat Ritteerawee said yesterday.
All Plant Protein, which was recently launched in the local market, is replacing the previous protein supplementary product, Nutri-Protein, which contains concentrated milk. Last year, milk-protein supplements recorded Bt1.4 billion in sales.
Marketing director Rattana Channa said Nutri-Protein had been in the Amway Thailand brochure for more than 20 years before being replaced by the innovative product.
All Plant Protein, which is extracted from soybean, wheat and pea, contains essential amino acids and low-fat protein, and is both cholesterol- and lactose-free.
The product should therefore allow the company to satisfy a wider range of demand, such as from people with lactose intolerance, vegetarians, vegans and halal food customers, she said.
Of the Bt800-million marketing budget allocated for this year, Bt80 million will be used for promoting All Plant Protein via mass media such as television commercials, marketing events and social media, as well through a mobile application called “Everyday Shake Shake”.
Additionally, the company has initiated a “Nutrilite Everyday” marketing campaign to educate consumers about basic healthcare by featuring its flagship products.
With this marketing support and the new ingredients in All Plant Protein, the company expects to gain Bt1.6 billion in revenue and boost overall sales of the Nutrilite range by 10 per cent to Bt5.7 billion this year.
