Amway’s presence in the home water treatment (HWT) industry in the Asia-Pacific region was recognized by Frost & Sullivan with the 2021 Competitive Strategy Leadership Award. Each year, Frost & Sullivan presents this award to a company that has leveraged its “competitive intelligence to successfully execute a strategy that results in stronger market share, competitive brand positioning, and customer satisfaction.”
During the pandemic, Amway modified its marketing strategy based on customer experience feedback to fortify its customer-centric model. Through this, the company amplified its focus on strengthening its digital presence and activity on social media and offered significant discounts on select products.
Amway’s leading product in the HWT category, eSpring, has helped the company increase its dominance in the HWT industry within the Asia-Pacific region, while offering a way for customers to improve their access to clean water while decreasing bottled water consumption.
“Amway sets itself apart in the market with eSpring by capitalizing on its robust brand reputation and 20 years of experience and research and development. It is one of the top-selling brands of home water purification systems in the Asia-Pacific region and the world with more than 6.2 million units sold in 48 countries and territories,” said Iqra Azam, best practices research analyst at Frost & Sullivan. “Every eSpring unit accommodates the equivalent of 10,000 500-milliliter water bottles, decreasing plastic water bottle use on a large scale.”