Amway repacks products to suit consumers' budget

CEBU, Philippines - Amway Philippines will introduce in November this year sachet packages of some of its vitamin-products in answer to the demand of the Filipino “sachet” market.

“We (Filipinos) are really a sachet market (because also of the country’s economic status). This is why we have decided to go with the market. If we want our business to grow here in the Philippines, we have to ride with our consumers and give them what they can afford,” said Ador Bonquin, Amway Philippines ’ country manager.

In an interview last Thursday at the Crowne Regency Hotel, Bonquin said that the idea of repacking their products into small sachets started in Cebu .

“Some of the doctors (who are distributing our products) are giving them to their patients in retail (to also suit their budget.) And we (Amway) didn’t like that. (But we understand why) so we decided to do the repacking ourselves,” Bonquin said.

Once implemented, the Philippines will be the second country that sells Amway products in sachet. Amway India has already introduced this packaging in its territory.

Bonquin said Amway allows its sub-companies to do some innovations in their respective areas and customize their marketing approaches to address the needs of their specific markets.

Amway Philippines will start the sachet pack with its vitamin-products, the Nutrilite Daily and Double X. From 90 to 120 pieces per bottle, the company will repack it by 30 pieces. Its household products and cleaning agents will soon follow.

Bonquin said the company plans to outsource the repacking to a toll re-packer in the country.

He also revealed that Amway is now talking to a local coffee-producer for a possible business partnership wherein Amway will include in its product-line the coffee produced by this manufacturer but under the Amway brand. One of the objectives of this partnership is to help the local economy. 

Amway is a member of the Direct Selling Association of the Philippines . It has more than 40,000 distributors nationwide. 

Bonquin said Amway will soon open a pick-up center in Iloilo this year and in Naga City and Bicol next year.

Despite the economic challenges of the country, Amway managed to grow last year by 15.6 percent in terms of sales and 30 percent in terms of distributor. It projects a 15 percent growth this year.