SYNOPSIS INTRODUCTION:

Marketing is as old as civilization. Marketing is started with the use of symbols and signs to transact and communicate with consumers and modern marketing also widely uses this concepts. In India, the famous book Arthashasra written by Kautilyain about 321BC explains the relationship between buyers and sellers and compensation to the traders. Marketing is a key function of management it brings success to business by producing goods and services making them available to buyers. Marketing is directly responsible to generate income and contribute to the growth of business where as other management function centre around cost and allocation of scarce resources. The analysis, planning, implementation, and control of programs design to create, build, and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives. Marketing is the main pillar to achieve business goals. Several innovations have taken place in the field of marketing e.g.: in direct marketing middlemen is by passed but his functions are performed by other members of the organization. In multilevel marketing organization functions of middlemen are performed by the company itself through company owned distribution channels. Marketing is a continuous process. Marketing is the process of ascertaining consumer needs, converting them into products or services and moving them final consumers to satisfy their wants and desires with the emphasis on profitability through optimum use of resources. Modern marketing involves transaction of ten entities which are (1) Products (2) Services (3) Places (4) Persons (5) Events (6) Possession (7) Corporate organizations (8) Information (9) Knowledge (10) Ideas. Amway is a direct selling company and manufacturer that use network marketing to sell 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 growth of 9.5%, reaching US$9.2 billion for the year ending December 31, 2010. Its product lines include home care products, personal care products, jewelry, electronics, Nutrilite dietary supplements, water purifiers, air purifiers, insurance and cosmetics. In 2004, Health & Beauty products accounted for nearly 60% of worldwide sales. Amway conducts business through a number of affiliated companies in more than hundred countries and territories

around the world. It is ranked by Forbes as one of the largest private companies in the United States. Amway has been the subject of controversy as a result of its business practices and has been the subject of several court cases in the United States, Canada, and elsewhere. Jay Van Andel and Richard DeVos, friends since school days, had been business partners in various endeavors including a hamburger stand, air charter service, and a sailing business. In 1949 they were introduced by Neil Maaskant (Van Andel's second cousin) to the Nutrilite Products Corporation. Nutrilite was a California-based direct sales company founded by Dr. Carl Rhenborg, developer of the first multivitamin marketed in the United States. In August 1949, after a night-long talk, DeVos and Van Andel signed up to become distributors for Nutrilite food supplements. They sold their first box the next day for $19.50, but lost interest for the next two weeks. Shortly thereafter, at the urging of Maaskant, who had become their sponsor, they traveled to Chicago to attend a Nutrilite seminar. The meeting was at a downtown hotel, with over a hundred people in attendance. After seeing promotional filmstrips and listening to talks by company representatives and successful distributors, they decided to pursue the Nutrilite business opportunity with enthusiasm. They sold their second box of supplements on their return trip to Michigan, and rapidly proceeded to develop their new business further. In 1949, DeVos and Van Andel had formed Ja-Ri Corporation (abbreviated from their respective first names) for importing wooden goods from South American countries; after their trip to the Nutrilite seminar, they dropped this business and Ja-Ri became their Nutrilite distributorship. In addition to profits on each product sold, Nutrilite also offered commission on the sales of products by new distributors introduced to the company by existing distributorsa system today known as multi-level marketing or network marketing. By 1958, DeVos and Van Andel had built an organization of over 5,000 distributors. However, following concerns about the stability of Nutrilite, in April 1959 they and some of their top distributors formed The American Way Association to represent the distributors and look for additional products to market. Their first product was called Frisk, a concentrated organic cleaner developed by a scientist in Ohio. DeVos and Van Andel bought the rights to manufacture and distribute Frisk, and later changed the name to LOC (Liquid Organic Concentrate). They subsequently formed Amway Sales Corporation to procure and inventory products and to handle the sales and marketing plan, and Amway Services Corporation to handle insurance and other benefits for distributors (Amway being an abbreviation of American Way). In 1960 they purchased a 50% share in Atco Manufacturing Company in Detroit, the original manufacturers of LOC, and changed its name to Amway Manufacturing Corporation. In 1964 the Amway Sales Corporation, Amway Services Corporation, and Amway Manufacturing Corporation merged to form a single entity, Amway Corporation Amway bought control of Nutrilite in 1972 and full ownership in 1994.

OBJECTIVES:
To overall view of Amway Enterprise To study the strategy To evaluate customer satisfaction To explore new ideas of products To explore new ideas of marketing

RESEARCH METHODOLOGY:
Research is an organised enquiry designed and carried out to provide information for solving a problem.

Data can be collected in broader two ways: 1) Primary Data: Primary data, by contrast, are collected by the investigator conducting the research. Primary data is data that has not been previously published, i.e. the data is derived from a new or original research study and collected at the source, e.g., in marketing, it is information that is obtained directly from first-hand sources by means of surveys, observation or experimentation.

2) Secondary Data: Secondary data is data collected by someone other than the user. Common sources of secondary data for social science include censuses, surveys, organizational records and data collected through qualitative methodologies or qualitative research.

Secondary data analysis saves time that would otherwise be spent collecting data and, particularly in the case of quantitative data, provides larger and higher-quality databases than would be unfeasible for any individual researcher to collect on their own. In addition to that, analysts of social and economic change consider secondary data essential, since it is impossible to conduct a new survey that can adequately capture past change and/or developments.