A RESEARCH PROJECT REPORT

ON

MARKETING STRATEGIES OF AMWAY CORPORATION IN INDIA

SUBMITTED IN THE PARTIAL FULFILLMENT FOR THE AWARD OF THE DEGREE OF MASTER IN BUSINESS ADMINISTRATION

UNDER THE GUIDANCE OF: Ms. Meenakshi Singh Assistant Professor, RDIAS

SUBMITTED BY: Sajot Singh Kohli Enrollment No. 08015903910 MBA, Semester IV Batch 2010 - 2012

RUKMINI DEVI INSTITUTE OF ADVANCED STUDIES

An ISO 9001:2008 Certified Institute (Approved by AICTE, HRD Ministry, Govt. of India) Affiliated to Guru Gobind Singh Indraprastha University, Delhi

2A & 2B, Madhuban Chowk, Outer Ring Road, Phase-1, Delhi-110085 TABLE OF CONTENTS Particulars Page no.
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Student Declaration Certificate from Guide Acknowledgement.. Executive summary List of Figures, Charts

1 INTRODUCTION

Chapter 1 2 5

1.1 About the Industry 1.2 About the Company..

2 TOPIC INTRODUCTION AND LITERATURE REVIEW

Chapter 2 12 21

2.1 About the Topic 2.2 Literature Review.

3 RESEARCH METHODOLOGY

Chapter 3 24 24 25 27 29 44 47

3.1 Purpose of the study. 3.2 Objectives of the study. 3.3 Research Methodology..... 3.4 Limitations

4 ANALYSIS& INTERPRETATION

Chapter 4

5 FINDINGS

Chapter 5 Chapter 6

6 RECOMMENDATIONS AND CONCLUSION

BIBLIOGRAPHY Annexure 1 (Questionnaire)

50 51

STUDENT DECLARATION

This is to certify that I have completed the Project titled MARKETING STRATEGIES OF AMWAY CORPORATION IN INDIA under the guidance of Ms. Meenakshi Singh in the partial fulfillment of the requirement for the award of the degree of Master in Business Administration from Rukmini Devi Institute of Advanced Studies, New Delhi. This is an original work and I have not submitted it earlier elsewhere.

Name of the student: Sajot Singh Kohli Course: MBA Batch: 2010 12 Enrollment: 08015903910 (Sign)

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CERTIFICATE (from Guide)

This is to certify that the project titled MARKETING STRATEGIES OF AMWAY CORPORATION IN INDIA is an academic work done by Sajot Singh Kohli submitted in the partial fulfillment of the requirement for the award of the degree of Masters in Business Administration from Rukmini Devi Institute of Advanced Studies, New Delhi. under my guidance and direction. To the best of my knowledge and belief the data and information presented by him in the project has not been submitted earlier elsewhere.

Name- Meenakshi Singh Assistant Professor (Project Guide) RDIAS

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ACKNOWLEDGEMENT
I offer my sincere thanks and humble regards to Rukmini Devi Institute Of Advanced Studies, GGSIP University, New Delhi for imparting us very valuable professional training in MBA.

I pay my gratitude and sincere regards to Ms Meenaksi Singh, my project Guide for giving me the cream of his knowledge. I am thankful to her as she has been a constant source of advice, motivation and inspiration. I am also thankful to her for giving her suggestions and encouragement throughout the project work.

I take the opportunity to express my gratitude and thanks to our computer Lab staff and library staff for providing me opportunity to utilize their resources for the completion of the project.

I am also thankful to my family and friends for constantly motivating me to complete the project and providing me an environment which enhanced my knowledge.

Name of the student: Sajot Singh Kohli Course: MBA Batch: 2010 12 Enrollment: 08015903910

EXECUTIVE SUMMARY
Amway is a unique company. It is defined by the fundamental philosophy of helping people help themselves. Amway has helped millions of people run their own independent business around the world. Today, Amway continues to grow by offering new products and business opportunities to people from all cultures and walks of life. Whether they are employees, distributors, or citizens in the community, Amway touches their lives for better. India with its rich reservoir of will, talent and enterprise is perhaps the most fertile ground for the Amway Corporation. In short it has made substantial value addition to Indias social economic life. The focus of this project is based on studying a single organization i.e. The Amway Corporation. This research has been conducted to study the marketing strategy adopted by Amway in the Indian market. An attempt has been made to study the companys perspective in the new market and analyze on how the company plans its expansion in India. I have substantiated my research by conducting interviews to gain more insight about the corporation. The data has been analyzed on the basis of 2 surveys which were conducted by me. Survey 1 was conducted through direct, phone and online interviews. Survey 2 is conducted by gathering information through structured questionnaire and the interpretation for the same has been provided. I have finally concluded my research by providing a summarized conclusion and also suggested recommendations on the basis of the marketing mix.

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List of Figures, Charts

S.no. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. Particular Alternative Distribution Channel Map Location of Amway operations Promotional Channels Chart1 Association of people with Amway Chart2 Income category of people Chart3a Perception of Amway product prises Chart3b Comparison with other products Chart4 Customer expectation of quality Chart5 Distribution and delivery of products Chart6 Reason for Association Chart7 Amways Marketing Means Chart8 Amways penetration Chart9 Amways Advertisement Appeal Chart10 Amways Product 2 5 16 29 30 31 31 33 34 35 36 37 38 39 Page no.

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