Contents

Executive Summary 3
Introduction 5
Amway Profile 9
 How it works?
 Product Profile
 Current Scenario
Amway’s marketing strategies 31
 Sales and Marketing Plan
 Strategies in the market
 Penetration
 Segmentation
Research Methodology 45
Findings and Analysis 54
Conclusion 72
Recommendation 75
Bibliography 77
Sample Questionnaire 79
 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 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 two 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 proving a summarised conclusion and also suggested
recommendations on the basis of the marketing mix.
 Amway Vision

“Helping people live better lives. In all aspects of our products,

businesses and social responsibility, we strive to make a meaningful
difference in the communities in which we operate.”

Amway Mission

“Through the partnering of Distributors, Employees and the Founding Families,

and the support of quality products and service, we offer all people the opportunity to
achieve their goals through the Amway Sales Marketing Plan.”