Imran Zaman, CMO Europe/India/Africa at Amway, presented at CMO Event in November 2014

1. 1
IMRAN ZAMAN
CMO EIA
MARKETING
COMMUNICATIONS
EUROPE
CMO Event
November 6th 2014
CMO EVENT 2014

2. 2
Europe
28 countries 22 languages
CMO EVENT 2014

3. 3
Communications Portfolio
WEB MOBILE
SOCIAL
Amagram &
Achievers
ABO & Client
Price List
A 5 Product
Catalogue
Start &
Opportunity
Kits
GIP
Print
Amway
Hompage
Amway
Media
Server
Amagram
Online
Nutrilite
Online
Community
Brand
Microsites
Artistry, Nutrilite,
bodykey
online
Augmenter
App
Amagram App
Business App
Amway
Europe
Product
Recommender
Amagram Tools (Nutrilite)
newsletter
Amway online
Mobile
Amway
Experience
Income
Simulator
App
bodykey
push emails
Start!
Communication
Renewal &
Other CRM
Facebook Artistry
Facebook Nutrilite
Facebook
beautycycle
Facebook Amway
Europe
PRINT
Manuals
CMO EVENT 2014

4. 4
Challenges
• Hybrid Approach was existing across Europe
• Inconsistency across functions and markets
2. Organisational
3. Business Strategies
• Talent Mapping
• Resource Allocation vs Workload
• Capabilities vs Geography
• P&L challenged by market by function
• Investment vs Optimisation
• Communications Portfolio Mix Change
CMO EVENT 2014
1. Centralisation vs Decentralisation

5. 5
Vision & Strategic Initiatives
“We provide an integrated, efficient and
sustainable communication strategy for Europe.
Our strategy considers Distributor segments,
marketing objectives and market clusters.”
Our vision is based on four key strategic initiatives
Reduce the
number of
communication
materials
Tailor
communication
to target
segments
Adapt M&C
services based
on market size
and needs
Invest in
digital
1 2 3 4
CMO EVENT 2014

6. 6
Market research
Definition of
M&C packages
Strategic Approach
B C
Target segment
assessment
A
• Definition of Marketing
target segments
• Identification of
Distributor needs and
Marketing objectives
• Analysis of available
Distributor data and
research on
communication
instruments
• Definition of new
Marketing &
Communications packages
CMO EVENT 2014

7. 7
Communication Material
Over 35% of Material Reduced
Reduce the
number of
communication
materials
1
CMO EVENT 2014

8. 8
Segmentation
Distribution of selected key print materials will be tied
to Distributor performance.
Mass Distribution
All
ABOs
Big Investment
2
Targeted Distribution*
Leaders
Distributors
(Business Builders and Consuming Type)
New Distributors
Targeted
We intend to reduce costs, while maintaining print push
communication to the most important segments.
Tailor
communication to
target segments
CMO EVENT 2014

9. 3
Adapt M&C services
based on market size
9
Marketing & Communication
Packages
• Printed Magazine
• Mobile Apps
• CRM for New Joinees
• Full digital experience
• Standardized promotion
programs
• Videos with subtitles
and needs
• Comprehensive CRM
communication
• Market-specific
promotion programs and
launch initiatives
• Videos with voice over
• Printed Catalogue • Larger set of samples
• Website
• New Joinee Kit
• Brand & Sales Comms
Small markets
(sales < USD 10 mn)
Medium markets
(sales USD 10-75 mn)
Large markets
(sales > USD 75 mn)
Basic Services
Advanced Services
Individual Services
+ Basic services
+ Basic services
+ Advanced services
CMO EVENT 2014

10. 10
Digital Investment
Digital Ecosystem is being implemented
4
Invest In Digital
CMO EVENT 2014

11. 11
OPTIMISATION Focus Areas
Processes
Organisational
Technology
CMO EVENT 2014

12. 12
Organisational
100+ headcount
across Europe
80 headcount
Shared Service Centre
CMO EVENT 2014

13. 13
Centralised Production Process
Achievers localised country version
Achievers Print: 26 local versions
Censhare: Central production, Local Access
Mobile – iPad, 52 Print version per
issue from Nov 2011
Amagram Print Magazine: English Master, 22 languages
CMO EVENT 2014

14. 14
Technology – Translation Memory Tool
CMO EVENT 2014

15. 15
Amway Europe Key Distributor Statistics
87%
Online Registration
55%
Order Online
7%
Facebook
9%
Email
0.8%
Mobile Apps
1%
Digital only ABO
CMO EVENT 2014

16. 16
Benefits
Time
Quality
Costs
• Speed
• Agile
• Savings
• Avoidance
• Tracking
• Consistency
• Seamless
Experience
CMO EVENT 2014

17. 17
THANK YOU
CMO EVENT 2014