Registration Form

1 . Name of the Student: Bhajan K Thomas

2. Name of the organization:

3. Name and details of Co Guide in the organization:

4. Proposed dissertation area: Marketing

5. Proposed dissertation topic: “A Study on the effectiveness of direct marketing strategy

with reference to Amway in Bangalore”

6. Write a brief note on your topic:

Direct marketing is a promotional method used by the company to introduce the product
or service to the target customers without the use of an advertising middleman. The common
method used in this direct marketing are emails ,phone calls ,text messages , company’s sales
man etc are used .This study is to know about what direct marketing technique that Amway
company uses to get to the target customers who it will increases the sales of their product
through direct marketing . In this study what all challenges faced by the company by doing
direct marketing or other marketing techniques is good for the company. What all direct
marketing strategies used by the company.

Student Signature

Approved or Disapproved If it is disapproved ,the reason for revision

Faculty Guide’s Signature with date

 “A Study on the effectiveness of direct marketing strategy with

reference to Amway in Bangalore “

Synopsis submitted in partial fulfilment of the requirements for the

award of the degree of

MASTER OF BUSINESS ADMINISTRATION

Of
BENGALURU CENTRAL UNIVERSITY

By

Bhajan K Thomas

Reg .No .MB180818

Under the guidance of

Dr. Uma Ananth

ADARSH INSTITUTE OF MANAGEMENT AND

INFORMATION TECHNOLOGY
Bengaluru Central University
 PROJECT SYNOPSIS

PROJECT TITLE
“A Study on the effectiveness of direct marketing strategy with

reference to Amway in Bangalore”

INRTODUCTION

Direct marketing is a channel of marketing of advertising communication and

distribution of a wide spectrum of business organization. In direct marketing the
manufacture makes direct sales with the target customer they provides information
about the product to the customer .The methods adopted in direct marketing are
direct mail , print advertising ,telemarketing ,response advertising ,multilevel
marketing , company’s sales man etc.
Amway is an American based company established on November 9th 1959 that sells
beauty ,health and home care are the main products .The company is operating in
more than 100 countries including Japan ,Thailand ,Malaysia and other countries.

NEED OF STUDY

The need of the study is to find out the impact of direct marketing in the business and
how it will helps the company to reach the customers . It is important to notice that
the direct marketing will attract more customers to the business

STATEMENT OF THE PROBLEM

Marketing has long be considered as an important business decision. Direct marketing
is a promotional method that involves presenting information about the company,
product or services to your target customer without the use of an advertising
middleman .

OBJECTIVES

a) To study about the different direct marketing method that the company use to
attract the customers.
b) To study the impact of direct marketing on the buying decision of the customers.
c) To study about the challenges faced by the company when doing direct marketing
d) To evaluate the effectiveness of direct marketing strategy of Amway and make
suitable suggestions

LITERTURE REVIEW

Jobber & Lancaster ( 2009 ) Direct marketing tries to gain and keep the client by
contacting them without mediators . Thus, direct marketing is the distribution of
products, information and promotion by aiming interactive communication with the
customer.

Belch & Belch (2003) Direct marketing is one of the methods that had a fast increase
sector of the economy, through which the organization directly communicate with the
client. Direct marketing is much more than just a direct mail. It include many
activities, such as the managements of the databases, direct sales , telemarketing and
advertisements through direct mail ,internet and many other instruments .

Sharma ( 2009 ) Direct marketing is not an event , but it is a very effective process of
marketing that involves activities such as forecast analysis ,competition of list ,the
creation and implementation of the important campaign for the audience ,and the
effort of the fulfilment of the analytical marketing activities . Most of the leading
companies in the world use direct marketing, and also most advertising agencies have
a department for direct marketing.
Stokes (2008) Direct marketing has had a impact long time ago as an integral part of
marketing campaigns, but because of high cost, only big companies were apply this
direct marketing. However the increase of internet users, and by using email in the
direct marketing for the customers ,the companies have managed to decrease the cost
and to increase the efficiency .

Baker (2003) The term direct marketing was first used in 1961. This was the idea of
an American pioneer Lester Wunderman. Direct marketing is a process where the
individual answers the customers.

Paul (2000) Direct marketing communication is targeted to specific individuals not to

segmented mass markets by way of mass media .

Miglautsch and Bauer (1992) Direct marketing is a relative process ,a process of

trade ,research ,conversion and maintenance by using different means of sale and
direct relation with the customers . This definition entails four aspects , relational
marketing ,the process of research conversion and maintenance ,information and
control in the individual level and advertisements as a direct answer .

HYPOTHESIS
a) Direct marketing helps to build relation and loyalty among customer .
b) Customer find direct marketing convenient to make buying decision

SAMPLING

The sample size will be around 60 people dealing with the distribution of Amway
products. And the type of sampling used is convenience sampling .

RESEARCH DESIGN
Sources of data
Primary data

Primary data will be collected from respondent through online survey and telephonic
interviews.

Secondary data

Secondary data will be collected from websites, research articles and journals.

Tool for data collection

Structured questionnaire with both closed ended and open ended questions.

PLAN OF ANALYSIS
MS Excel shall be used to record the data and for further data analysis. Descriptive

shall be used to describe the characteristics of the sample, suitable hypothesis tests

shall be conducted to bring out any correlation between the variables used for the

study

REFERENCES

Jobber & Lancaster (2009) Distribution of information abut the products by

interactive communication with the customers. German and Iliria College ,Kosovo

Belch & Belch (2003) www.dx.doi.org

Sharma (2009) ILIRIA international Review –Vol 6 No 1 (2016)

Stokes (2008) Role of direct marketing in relation with customer in Kosovo ,Halit
Karaxha

Baker (2003) Marketing Handbook New Delhi Viva Books

Paul (2000) Business to business direct marketing , Direct response methods to

generate more leads & sale NTC business books ,Chicago

Miglautsch and Bauer (1992) International marketing .What do we really know

:Journal of Marketing vol 63(1)