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Retail Management
In the Title of

Retailing Strategies of Cadbury Dairy Milk

Submitted to

Mr. Pranav Desai


Constituent of Charotar University of Sciences and Technology (CHARUSAT) M.B.A (2012-14) Semester 4

Prepared by
Name: Manoj Bhalani (12MBA006) Parth Patel Milan thakkar Mobin Vohra (12MBA074) (12MBA104) (12MBA111)

Amway (short for American Way) is an American company using multi-level

marketing techniques, that sells a variety of products, primarily in the health, beauty, and home care markets. Amway was founded in 1959 by Jay Van Andel and Richard DeVos. Based in Ada, Michigan, the company and family of companies under Alticor reported sales of USD$11.3 billion for the year ended December 31, 2012the seventh consecutive year of growth for the company.[1]Its product lines include home care products, personal care products, jewelry, electronics, Nutrilite dietary supplements, water purifiers, air purifiers, insurance and cosmetics. Amway conducts business through a number of affiliated companies in more than a hundred countries and territories around the world. Amway was ranked No.114 among the largest global retailers by Deloitte in 2006, and No.25 among the largest private companies in the U.S. by Forbes in 2012.

Amway Global
Amway is leading organizations in the Direct Selling Business having presence in more than 88 countries and having more than 3.5 million business owners. We offer over 450 unique highquality products in the areas of Nutrition & wellness, Beauty, Homecare and Personal care, Hometech & Insurance.

Having the strong commitment of our management, Amway Business Owners and Employees worldwide; we have embarked on a new journey of growth.

Amway India

Amway is more than 52 years old company worldwide. Leader in the Direct Selling Industry in India. Amway India started its commercial operations in May 98. Its a wholly owned subsidiary of Amway Corporation, Ada, Michigan, USA.

Have over 500 full time employees.


Generated indirect employment for over 1600 people at all the CFA/contract manufacturer locations

Provided the income generating opportunity to over 1,500,000 active Independent Amway Business Owners/Distributors.

Recorded a sales turnover of over Rs. 2100 crore during 2011 witnessing a growth of nearly 19%. Amway Indias target is to reach $1 Billion turnover by 2015.

Amway's Vision
Inspiring people to live better lives.

Amway's Mission:
To provide the best business opportunity. To deliver exceptional quality products to urban and semi urban homes in the areas of Nutrition and Wellness, Beauty, Personal care, Home care, Home tech and Insurance.

Amway SWOT Analysis

Amway Values

Amway has established some basic fundamental values that unite the entire company, and all the Business Owners associated with Amway. We believe that these values guide our actions and help us to achieve everything we are capable of without compromise. They are:

Integrity Trust Transparency Service Orientation Partnership Recognition

Product Offerings
One of the biggest strength of Amway is the unparalleled quality of its World Class Products which offer excellent value for money. Amway products are environment friendly, biodegradable, and not tested on animals.

Key Product Categories

Nutrition and Wellness Beauty Home Care Personal Care Great Value Products Insurance

Amway Business Opportunity

The Amway Sales and Marketing Plan puts you in control, allowing you the flexibility to work where and when you want, giving you time for family and friends as well as the opportunity to

earn a good income. It adapts easily to your needs and ambitions, and grows with them, offering you all the personal support and assistance you require to become the Business Owner you want to be.

With Amway you are Connected to the global leader in multilevel marketing, with over 40 years of experience, Supported by great products and people who will help you succeed, and finally In Control of your life.

Amway is a business with a proven track record and the ability to help you get the best out of your hard work. With Amway, you are on your own but are never alone.50 years of global experience and 10 years of experience in India , we are there to help and guide you. We know the pitfalls of running a business and are there to help you avoid them, and to reward you when you do well.

At the heart of your business are Amways market-leading products, each tailored to the needs of individual market and culture. Amways products are recognized all over the world for their high quality, value and performance, all supported by the Amway Satisfaction Guarantee.

Our role supporting your business extends into product and business training, helping to ensure that you are able to reach your personal potential.

At Amway we believe that to sell a quality product you need to understand it and use it with confidence. We spend lakhs of rupees helping our Business Owners become product and brand ambassadors, enabling them to sell AMWAY products with conviction and run their businesses effectively.

Amway really does enable you to be in control of your own life. With the Amway business opportunity, you work for yourself, not for Amway or your sponsor. Its entirely up to you how much time and effort you put into your business. Like anything else in life, the amount you achieve reflects the amount you put in.

People all over the world value the freedom of choice and flexibility that Amway offers. In 2007-08 there were more than 4.5 lakh Business Owners in India . Each one of these is an independent business, connected to a worldwide network of support and advice that is available as and when its needed.

Sales and Marketing Plan

The Amway Sales and Marketing Plan is a low risk, business opportunity that is open to everyone. It allows you to build your business through retailing products and sponsoring other people who, in turn, can retail products and offer the business opportunity to others. By passing your sales and marketing knowledge to your developing team, you not only build your own business network but also enable others to build one of their own.

The Amway Sales and Marketing Plan has been operating for over 51 years and is available in over 80 countries and territories around the globe.

The core of the Amway Sales and Marketing Plan's income opportunity is the sale of quality AMWAY products to retail customers. As your Amway business grows, the rewards you earn grow in proportion. The Amway Sales and Marketing Plan does not compensate anybody for simply recruiting others as Amway Business Owners.

How to Join Amway?

Starting your own business

There is no cost of Starting the Amway business. You need to be sponsored in the business by an already existing Amway Business Owner. Amway business opportunity is flexible, it can taken as a part time or full time business. It is accessible virtually by anyone interested in operating an independent business.

The Amway Opportunity works in two-fold. Giving you a chance to build your own business at your pace and achieve the rewards and recognition linked to the plan and at the same time helping other people do the same. If you are not an Amway Business Owner but interested in Amway business Opportunity please leave your details here.

Shop Brands
NUTRILITE is the worlds No.1 selling Vitamins and dietary supplements brand*.

ARTISTRY is one of the worlds top five largest-selling Premium Skincare brands*.

ARTISTRY is one of the worlds top five largest-selling Premium Skincare brands*.

Amway have handpicked the ingredients in our beauty products because Amway believe they should be as unique as you. And so, Amway give you Attitude, the new range of skincare products from Amway. Vitamin A,C,E. Osmogeline*. Grape seed. These ingredients add splendour to your beauty and bring radiance to your skin. Along with these exclusive ingredients and some other like avocado and Aloe Vera, our products are designed to give you the care you so truly deserve. * OSMOGELINE is registered Trademark of BASF USA


Dynamite's range of male grooming products, formulated internationally is designed to deliver the ultimate grooming experience.

Glister Toothpaste is a revolutionary Multi-Action Toothpaste with Sylodent that offers seven benefits.


Persona Premium 3 in 1 Soap is a complete soap for the entire family promises refreshing confidence.

Satinique Advanced Range with unique Ceramide Infusion System uses nature's own renewing technology to rejuvenate, strengthen and protect your hair


SA8 Gelzyme is India's only 3-in-1 laundry detergent which pretreats, cleans and softens

G&H Range enriched with the goodness of Glycerine and Honey, deeply nourishes and hydrates the skin for a healthy glow.


LOC High Suds is a multipurpose household liquid cleaner.

Dish Drops
Dish Drops is a concentrated hand dishwashing liquid with a powerful "Triadic Detergency System".



Amway and its Independent Business Owners

Corporate Social Responsibility (CSR) means businesses and organizations working responsibly and contributing positively to the communities they operate in. It involves working with employees, their families, the local community and society at large to improve their quality of life. Companies that operate in a socially responsible way strengthen their reputations. In business, reputation is everything. It determines the extent to which customers want to buy from you, partners are willing to work with you and your standing in the community.

Amway is one of the worlds largest direct sales organizations with over 3 million Independent Business Owners (IBOs) in over 80 markets and territories worldwide. It is a family-owned business with a strong emphasis on family values. Its IBOs are often couples. Many of these are raising families. They therefore have a strong bond with children. These families are more than happy to partner with Amway, who, as part of its Corporate Social Responsibility strategy, works with UNICEF, the United Nations Childrens Fund. As a family company, Amway is committed to playing a part in improving the lives of children in need across the globe. In this way, the company is able to show its commitment to the support of global causes. Amway defines a global cause as a social issue affecting many people around the world engaged in a struggle or plight that warrants a charitable response. This case study shows how Amway is a business that does more than provide customers with good quality products. It shows the practical realities of Amways global commitment and how it plays a key role in the communities in which it operates.


Growth and responsibility

An understanding of how Amway operates as an organization gives a clearer picture of the contribution it can make to help children in need across the globe. Amways vision is to help people live better lives. It does this every day by providing a low-cost low-risk business opportunity based on selling quality products. Amway is one of the worlds largest direct sales companies. It has over 3 million Independent Business Owners (IBOs) Worldwide.

Developing a strategy
A strategy is an organizational plan. Implementing a strategy involves putting that plan into action. In other words a strategy shows how a business will achieve its goals. The strategy thus enables an organization to turn its values into action. Values are what a company stands for. An important value for Amway is being a caring company. Amway believes in demonstrating this caring approach and this is why it has partnered with UNICEF. All Directors design strategies for the whole of an organization. Effective strategies involve discussion and communication with others. The views of IBOs are influential in creating strategies for Amway. Amways strategies for corporate social responsibility are cascaded through the organization as shown below: Amways Global Cause strategy involves creating responsible plans that make a difference. However, the strategy is flexible. In shaping the strategy, research was carried out to find out which global causes IBOs support. The results showed that many favoured a cause that helped children. There was a clear fit between Amways aims to help children and UNICEFs Immunisation Plus programme for children. From the outset, Amway set out some clear objectives for its strategy. These were to: build loyalty and pride among IBOs and employees enhance Amways reputation as a caring organization make a real difference to human lives.