Principles Of Marketing

COMPANY PROFILE
What does the word Amway mean? Amway is an abbreviation for "American Way" and was coined in 1959 by company founders, Jay Van Andel and Richard DeVos. Short, unique and easy to remember, Amway has been registered as a corporate name and trademark ever since. In the following decades, Amway Corporation successfully established itself as a leading multilevel marketing business, built on strong values and founding principles that continue to sustain our company today. The business is built on the simple integrity of helping people lead better lives.

Amway is a multi-level marketing, or network marketing company founded in 1959 by Jay Van Andel and Rich DeVos. Based in Ada, Michigan, the company and family of companies underAlticor reported sales of US$7.2 billion for the year ending December 31, 2007, marking the companys sixth straight year of growth. Since 1999 it has operated in the United States and Canada as Quixtar, though the North American organization is to merge into a Amway Global brand.

CORPORATE CREDENTIALS
Amway India is a wholly owned subsidiary of US $ 6.3 billion Amway Corporation, Ada, Michigan, USA. Amway Corporation is one of the largest Direct Selling companies in the world. It has a presence in 88 countries & territories. Established in 1995, Amway India commenced commercial operations in May 1998 and has emerged as the largest Direct Selling FMCG Company. The Company is headquartered at the National Capital Region of India - New Delhi. Amway has invested in excess of US $ 35 million (Rs. 151 crore) in India of this; US $ 6 million (Rs. 26 crore) is in the form of direct foreign investment. Amway India has 400 full time employees and has generated indirect employment for 1,650 persons at all the contract manufacturer locations. The Company has provided the income generating opportunity to over 4,50,000 active independent Amway Business Owners.

CORPORATE RESPONSIBILITIES

AMWAY OPPORTUNITY FOUNDATION (AOF). PROMOTING FREE ENTERPRISE AND SELF-EMPLOYMENT. MEMBER - IDSA (Indian Direct Selling Association) .

PRODUCTS
Across the globe for more than 40 years, when people want the confidence of the best in personal care they reach out for the array of Amway Personal Care Brands. We take the responsibility of your personal care very seriously. Amway Personal Care products offer you the best of science and technology. Products that meet your exacting standards of Quality, Sophistication and most importantly, Performance. There is something for everyone in the family, ranging from Hair Care, Body Care and Oral Care. Hair Care range of products make your hair cleaner, stronger and shinier to complement your beauty. Multi-functional products, such as 2-in-1 shampoo and conditioner, not only save time, they are also easy to use.

Amways unique Oral Care products are designed to improve the oral hygiene and to provide protection against the onset of oral diseases. The Amway Body Care range of products nourishes your skin and leaves it feeling silky-smooth and soft. With unique natural ingredients like Honey & Glycerine in some products your skin will glow with the rich nourishment.

MARKETING MIX
PRODUCTS

PLACE

4 Ps
PRICE

PACKAGING

ADVERTISEMENTS
Amway would be positioning Artistry skin crme and towards rural rich segment. For rural consuming class it would be endorsing their products heavily. Most of the promotional expenses would be T.V. media as it would have better reach to both urban and rural population by 200809. Apart from T.V., FM radio for urban population and MW and SW radio would also be used for promotion towards rural population. For urban population hoarding on national highways outside the metros would provide better eye catch,also campaigns in malls sand outside college campuses would be carried out.

DISTRIBUTION CHANNELS
An increasing number of cosmetics companies are now dealing with consumers directly through special exclusive counters in major departmental stores and malls featuring their own beauty consultants. Service marketing strategies, such as point-of-sale advice and beauty counseling, have proven to be effective methods to increase sales of cosmetics and personal care products. Beauty counselors or advisors at retails outlets have been very successful in gaining attention, creating product awareness and overcoming consumers fears about many cosmetics and personal care products such as home hair permanents and color cosmetics. In general, India is a very price sensitive market. Cosmetics and personal care product companies, especially the new entrants, have had to work out innovative strategies to satisfy Indian preferences and budgets in order to establish a hold in the market. For example, given the price-sensitivity of Indian consumers, many cosmetic and toiletries companies launched their products in smaller pack sizes to make them more affordable.

Cleansers are of two types For oily skin For dry skin These are oil free formulas that help to reduce and control surface sebum levels and are especially designed for Normal to Oily Skin Types. It consists of three products: Clarifying Foaming Cleanser Clarifying Oil-Control Toner Clarifying Balancing Moisturizer SPF15 The clarifying products are proven to control surface oil for upto 12 hrs. Sizes and MRP 125ml: (SKU No.: E5011IDD) Rs 1290/-

ACKNOWLEDGEMENT
We would like to thank Mr . Nilesh Rathod our marketing prof forgiving us this particular topic for our project .It was an immensely rewarding learning experience for each and everyone of us .

BIBLIOGRAPHY
1. Primary information is taken by personally visiting various marketing offices and personally interviewing the managers. 2. Information on cosmetic industry in India is provided by Chamber of commerce, churchgate. 3. Information on history of cosmetics has been taken from wikipedia . 4. Information on various products of cosmetics , Amway has been taken by personally visiting the marketing head office, andheri(east). 5. Articles taken from THE TIMES OF INDIA.

Efforts By:Karishma Doshi 15 Jiya Pandit Keyur Shah Nirvi Shah 35 47 50

Kolmal Singh 56 Mohit Kabra 59