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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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