Marketing Strategy

Topics: Marketing, Fast moving consumer goods, Amway Pages: 29 (17772 words) Published: October 23, 2014
new delhi INCLUDEPICTURE http//files.myopera.com/RAVI-RAWAT/albums/423534/IIPM20Logo.jpg MERGEFORMATINET Internship report on Marketing strategies of amway corporation Area of research marketing (20th June, 2014 till 6th August, 2014) Under the guidance of mr. Vikas samania Submitted by kapil gupta Batch SS/2013-16 Section SSU ID no. dl1316ssiche-ugpc11741(del-2-da-58288) Phone No. 9250239995 E-mail kapilgupta854@gmail.com Acknowledgement It is well-established fact that behind every achievement lays an unfathomable sea of gratitude to those who have extended their support and without whom the project would never have come into existence. I express my gratitude to Indian Institute of Planning Management, New Delhi for providing me an opportunity to work on this thesis as a part of the curriculum. I am very thankful to my guide Mr. Vikas Samania, Regional Sales Manager, Amway for his excellent guidance and kind cooperation throughout this internship work. Content executive summary4 Introduction 5 research objective methodology8 literature review9 company profile49 primary finding and analysis59 recommendation69 conclusion implications71 Bibliography73 copy of questionnaire74 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 analyse 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 analysed on the basis of questionnaire which were conducted by me. I have finally concluded my research by providing a summarized conclusion and also suggested recommendations on the basis of the marketing mix. INTRODUCTION Direct Selling is a remarkable business model, which brings the market to the customer and offers a unique business opportunity to anyone eager to adopt the spirit of enterprise. Direct Selling can best be described as the selling of products and services directly to consumers in a face-to-face manner, through demonstration of usage, by an independent direct salesperson. Direct Selling benefits consumer because it sells high quality products at the consumers convenience, often at his/her home or workplace. Customers value the advantages of convenience, personalised attention, demonstration of usage, and a wide choice of products backed by Customer Satisfaction Guarantee. One of the most tangible impacts of Direct Selling in its new advent has been the fact that it has touched the average man and women in a manner never experienced before. Amway India Corporation is the countrys leading Direct Selling Company. It is perhaps the best example of the contribution Direct Selling is making to India. In a little over two years of commercial launch Amway India has emerged as the countrys largest Direct Selling Company. It closed its financial year with a turnover close to Rs. 250 crores (the Amway Financial year runs from Sept. to Aug.). It will reach its target of Rs. 1000 crore turnover much before its declared target of the year 2004. The direct selling industry has grown rapidly over recent years. Changing lifestyles,...

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