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INTRODUCTION

Amway is one of the biggest multi-level marketing programs in the

world. Officially launched in 1959, the company has a range of

products, including products for home care, health, beauty, jewelry,

electronics and insurance. The company main office are stationed in

Michigan, USA, while its distributor network truly symbolizes a global

business. Amway has significant presence in the United States, Europe,

Australia, China, Japan, Russia and India.

The company was founded by Jay Van Andel and Richard DeVos and

does business through several sister companies that have operations

in more than 90 countries. The company has fought several lawsuits

worldwide. The Jan 2012 sales numbers for the company exceeded $8

billion.

Multi-level marketing companies often are considered bogus

companies which are trying to sell their bogus product by means of

giving a customer an offer of good commission.

But Amway is other case, its products are ranked as worlds best

product also Amway is biggest MLM company of world and rank one in

India among its competitors like RCM, Modicare, RMP etc.,

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My project title is Brand position of Amway in Sitapur. This project

deals with various prospects of MLM Marketing and brand position of

AMWAY in Sitapur.

Motivation

MLM marketing is base of economy of many companies like Philippines, Malaysia etc.,

and Amway enjoys its global presence with a list of worlds most admired FMCG range

and Nutrition Product range. But in India the scenario is just different, many small

companies on name of MLM marketing fool innocent people of our city Sitapur.

This project will make us to understand the concept of MLM marketing and help us to

acknowledge those companies who sell bogus goods or sell services as product. So I

find the project motivating and so is a part of my research.

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Objective of the Project

Main Objective

To survey brand position of Amway in Sitapur

Sub Objectives

To study product line of Amway

To unravel the concepts of MLM marketing

To analyze the basic facts of MLM Marketing

To analyze consumer perception towards Amway

To analyze the customer preference towards MLM

To analyze merits and demerits of MLM Marketing

To know about major players of MLM Marketing in Sitapur

To know recent trends and product profile

To explore the future of MLM Marketing.

Scope

This project will give insight of MLM marketing and brand position of AMWAY in

Sitapur, thus helping the Company official to understand the market in better manner to

approach customer in better manner to increase their Brand growth.

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Description of Project

Research Problem

A research problem is the situation that causes the researcher to feel apprehensive,

confused and ill at ease. It is the demarcation of a problem area within a certain context

involving the WHO or WHAT, the WHERE, the WHEN and the WHY of the problem

situation. There are many problem situations that may give rise to research. Three

sources usually contribute to problem identification. Own experience or the experience

of others may be a source of problem supply. A second source could be scientific

literature. You may read about certain findings and notice that a certain field was not

covered. This could lead to a research problem. Theories could be a third source.

Shortcomings in theories could be researched.

Time and money are main constraints of my research, also the preference of people of

Sitapur cannot be applied or considered as preference of country as many factor can

effect choice of people.

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Methodology of the Project

A project process consists of stages or steps that guide the project from its

conception through the final analysis, recommendations and ultimate actions. The

research process provides a systematic, planned approach to the research project and

ensures that all aspects of the research project are consistent with each other.

Project studies evolve through a series of steps, each representing the answer to a key

question.

The method I used for exploratory research was

Primary Data

Secondary data

PRIMARY DATA

Primary data is basically collected by getting questionnaire filled by the

respondents.

SECONDARY DATA

Secondary data was collected from magazines, Journals, Broachers of Different MLM

Companies, Internet and Books of BBA for research methodology.

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DESCRIPTIVE STEPS FOR FINDINGS AND PREPRATION OF PROJECT

STEPS

Statement of the problem

Identification of information needed to solve the problem

Selection or development of instruments for gathering the information

Identification of target population and determination of sampling Plan.

Design of procedure for information collection

Collection of information

Analysis of information

Generalizations and/or predictions

DATA COLLECTION

Data collection took place with the help of filling of questionnaires. The questionnaire

method has come to the more widely used and economical means of data collection. The

common factor in all varieties of the questionnaire method is this reliance on verbal

responses to questions, written or oral. I found it essential to make sure the questionnaire

was easy to read and understand to all spectrums of people in the sample. It was also

important as researcher to respect the samples time and energy hence the questionnaire

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was designed in such a way, that its administration would not exceed 4-5 mins. These

questionnaires were personally administered.

SAMPLE SIZE

I have targeted 100 people in the age group above 21 years for the purpose of the

research. The sample size is influenced by the target population. The target population

represents the Sitapur regions. . The people were from different professional

backgrounds.

The details of our sample are explained in chapter named primary research where the

divisions are explained in demographics section.

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Conclusion

Amway is which is one of the largest direct selling company in the world. The

main objectives of Amway are to profit there distributers by eliminating the middlemen

and provide the products to the distributers in cheaper price. The products of Amway are

world class product quality. They are made up of natural a thing thats why they are good

for health and environment. Amway covers a wide range of products from beauty care.

Health care, to clothing, and daily use products etc. the products are costly as compared

to other branded products available in market but if we compare the quantity while using

the products require less amount and thus can be used for longer time. Successful

business today depends upon a company's ability to quickly adapt to changes in the

marketplace. At Amway, they pride it selves on knowledge of the dynamic networking

market that is quickly becoming central to modern business. This knowledge, and its

willingness to act upon it, has enabled us to become one of the industry's technological

leaders. Through they continued pursuit of new product ideas, and by consistently

refining our existing product line, they have become one of the top providers of cutting-

edge networking products in the global market. If you're looking for high quality

products and solid customer support at rock-bottom prices, then choosing Amway really

does make sense.

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References

Books

Philip Kotler,Marketing Management, Twelfth Edition.

Paul E. Green, Donald S. Tull and Gerald Albaum- Research For

Marketing Decision,

G.C. Berry , Marketing Research

Websites

www.google.com

www.wikipedia.org

www.bigbanyan.com

www.ebiz.com

www.rcmbusiness.com

www.amway.com

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Questionnaire

Name..

Age.

Qualification.

Profession

Que1. Do you know about MLM (Multi Level Marketing)?

Yes No

Que2. What is your opinion about MLM Marketing?

It is good and beneficial It is fake and useless

Do not know about it No Opinion

Que 3. Are you member of any MLM Marketing Company?

Yes No

Que 4. If yes please select one of below?

Amway RMP

Modicare RCM Business

Que 5. If you are not member still are you planning to join?

Yes No

Que 6. How did you come to know about the company?

From News Paper Magazine

TV Commercials Word to Mouth

Que 7. What do you feel about the company which you have joined?

Very Good Good

Moderate Poor

Que 8. What is your opinion about the future of MLM Marketing ?

Very good Scope No Scope

Very Long Way to Go

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Que9. Have you ever been cheated or misguided by any of the MLM

Company ?

Yes No

Que10. What is your opinion about Amway?

Very Good Good

Moderate Poor

Que11. Whether you are member of Amway or not, have you ever used

Amway product personally?

Yes No

Que12. Have you ever been recommended or recommend yourself to

someone to use Amway Product?

Yes No

Que13. Which of the following product line of Amway you have used or

know about?

Health care & Nutrition

Cosmetics

FMCG

Que.14 What are the basic merits and demerits of the MLM marketing or the

Company which you have joined ?

_____________________________________________________________

_____________________________________________________________

Que 15. Any Suggestion?

____________________________________________________________

____________________________________________________________

Date : Signature