A RESEARCH PROJECT REPORT

ON

“MARKETING STRATEGIES OF AMWAY CORPORATION IN INDIA”

SUBMITTED IN THE PARTIAL FULFILLMENT FOR THE AWARD OFTHE 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.

Student Declaration……………………………………………………………

Certificate from Guide…………………………………………………………

Acknowledgement……………………………………………………………..

Executive summary……………………………………………………………

List of Figures, Charts…………………………………………………………

1 INTRODUCTION Chapter 1

1.1 About the Industry…………………………………………………………

1.2 About the Company………………………………………………………..

2 TOPIC INTRODUCTION AND LITERATURE REVIEW Chapter 2

2.1 About the Topic……………………………………………………………

2.2 Literature Review………………………………………………………….

3 RESEARCH METHODOLOGY Chapter 3

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

6 RECOMMENDATIONS AND CONCLUSION Chapter 6

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BIBLIOGRAPHY

Annexure 1 (Questionnaire)

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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

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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 India’s

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 company’s

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. Particular Page no.

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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 Amway’s Marketing Means

Chart8 Amway’s penetration

Chart9 Amway’s Advertisement Appeal

Chart10 Amway’s Product

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