英语市场调研报告范文Factiva Dow Jones
Amway changes tack to tap middle class ; In a major shift in strategy, Amway India, the wholly...
RUCHITA SAXENA Mumbai
(c) 2007 Business Standard Ltd.
In a major shift in strategy, Amway India, the wholly owned subsidiary of $6.3 billion direct selling American giant Amway Corporation, is focusing on the middle income group.
The company, which has so far been in the premium and super-premium category, is developing India-specific products in the home and personal care categories. This step has made the Indian market unique in Amway's global operations spread over 88 countries, as the only market with country-specific products.
It recently launched Attitude, a colour cosmetic range only for India, for the mid-income group. Whereas Avon and Oriflame, which have most mid-priced products, are looking at expanding their offerings to premium products, Amway is doing the opposite, say industry experts.
Amway is the largest direct selling company in India followed by Tupperware. This year saw the entry of another direct selling cosmetics major, Mary Kay. The Indian direct selling market is valued at Rs 3,100 crore and growing at 14 per cent annually. The global market for the same is valued at $105 billion.
"Since a large section of our target consumers has lower purchasing power, we would develop products in the mid-price segment. We would also focus on youth and add 130 more offices this year as our offices act as information centres for new consumers and help them to know the company better," said Sanker Parameswaran, director-legal and corporate affairs, who has been with the company since 2002, and is also the chairman of Indian Direct Selling Association.
The company has 80 offices in the country, 5 contract manufacturers and 4.5 lakh active distributors. Amway recorded a turnover of Rs 738 crore last year and is expected to clock Rs 800 crore this year.
U/nlike fast moving consumer goods company (FMCG) that retail their products through shops and outles, direct selling companies through their distributors sell directly to consumers. One of Amway's 100ml Artistry skin care product is priced at Rs 1,029. However, its new colour cosmetic range has a lipstic priced at Rs 200, similar to other cosmetic brands such as FMCG major Hindustan Unilever's Lakme.
Amway started Indian operations in 1998 with a premium and super-premium products portfolio. Over the years, the company has realised that some of its distributors themselves could not purchase the products they sold.
"The main objective behind having higher-margin products was to ensure good margins to our distributors," says Parameswaran.
Amway distributors earn commissions in the range of 3 to 21 per cent, based on the amount of purchase order handled by them.
法克蒂瓦琼斯
代写英语市场调研报告安利改变策略挖掘的中产阶级；在策略的重大转变，印度安利，全…
ruchita指出孟买
（三）2007标商贸有限公司
在策略的重大转变，印度安利，全资子公司6300000000美元的美国巨头安利直销公司，重点是中等收入群体。
本公司，迄今已在保费和超一流的范畴，是发展india-specific家用产品及个人护理类。这一步使得印度市场独特的安利全球业务遍布88个国家，作为唯一与具体国家的产品市场。
它最近推出的态度，一个彩色化妆品范围只有印度，为中等收入组。而雅芳，欧瑞莲，最有中等价位的产品，正在扩大其产品优质产品，安利是做相反，业内专家表示。
安利是最大的直销公司印度之后，特百惠。这一年，进入另一个直销化妆品主要，玛丽凯。印度直销市场价值3100卢比卢比和增长14%，每年。全球市场相同价值105000000000美元。
“因为很大一部分我们的目标消费者购买力下降，我们将开发产品的价格段。我们也将重点放在青年和增加130个办事处，今年我们的办公室作为信息中心，为新的消费者，帮助他们了解公司的更好，”拉梅瓦朗仍然全盘接受，director-legal和公司事务，他们已与该公司自2002，也是印度直销协会主席。
公司现有80个办事处的国家，5个合同制造商和经销商4.5万活跃。安利营业额录得738卢比卢比的最后一年，预计今年时钟800卢比卢比。
与快速消费品公司（消费品），产品通过零售商店和奥特来斯，直销公司通过代理商直接销售给消费者。一个100毫升安利的雅姿护肤产品的价格为1029卢比。然而，新的彩色化妆品范围有一个青年的售价为200卢比，类似于其他化妆品品牌等快速消费品的主要联合利华印度的拉克美。
安利开始印度业务在1998个与优质和超一流的产品组合。多年来，公司已经意识到了它的一些经销商自己不能购买他们的产品销售。
“主要的目的在高利润的产品是保证良好的边缘到我们的经销商，”拉梅瓦朗。
安利经销商赚取佣金范围在3至21厘，以大量的采购订单处理他们
.