USANA, a global network marketing company focused solely on nutritional products, recently announced plans to expand into Colombia during the third quarter of 2013.? It is the 19th?country the company will operate in.
USANA ranked 17th globally among all direct selling companies in 2011 with $582 million in sales, according to Direct Selling News.
According to a report from the World Federation of Direct Selling Associations
, there were 1.2 million direct sellers in Colombia in 2011, with total retail sales of $2.06 billion. Colombia is the fourth leading market in Latin and South America and 16th largest overall direct sales market. Euromonitor International
, a world leader in researching consumer markets, forecasts consistent growth in Colombia for years to come. Direct Selling News ranked Brazil and Mexico as the top two direct selling markets in Latin America, with sales in 2011 of $10.8 billion and $5.7 billon respectively.
USANA has a wide product range, but has a special emphasis on sports nutrition products, and pursues a strategy of marketing through sponsorships of high-profile athletes.
Dan Macuga, chief communications officer for USANA, sat down with NutraIngredinets-USA to talk about the company?s measured growth strategy, which he said is unusual in the direct marketing business.
Q:When USANA enters a new country, what does the market development look like?
A:? New international development relies on the utilization of each department throughout USANA. A 150-page document is compiled for each market before making a decision to open. Data gathered includes entity establishment, product registrations, compensation plan review, localization of marketing materials, online tools development, banking and payment arrangements, office and will-call procurement, 3PL and hire staff.
After new development is finalized, distributor leaders from other countries join the corporate development team in marketing and growing the new country. Focus is placed on growth through sales and one-on-one meetings.
USANA?s primary goal is consistency in each country. Even with each country?s own set of regulations and cultural protocol, USANA sticks to its core products, brand and messaging. However, there are times when adjustments are made?such as utilizing different smells, labels, or images?depending on which part of the world USANA is operating. But consumers seek after what a company is best at producing, so USANA stays true to its primary mission in every country it serves.
In regards to increased growth, USANA keeps its international expansion minimal. After 20 years of business, USANA appears in only 19 markets, which is rare in the direct sales industry. Instead, USANA strives to provide each market the resources they need to be successful instead of opening several markets each year. (Ed note: By way of comparison, Herbalife, which has been in business 12 years longer than USANA, now operates in 88 countries.)
Q: Why is South America especially good for network marketing??
A: Typically, South Americans are good communicators, which lends itself well into network marketing since most business is based upon establishing relationships and building teams. South Americans are also able to create strong bonds while working in a team environment due
Article source: http://www.nutraingredients-usa.com/Industry/USANA-pursues-measured-growth-strategy-with-entry-into-Colombia
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