It is one of the biggest companies in the world that utilizes direct marketing via an independent sales force of over 3.6 million sales consultants in over 60 countries. Their annual sales surpassing approximately â?1.5 billion. Network Marketing, also known as Multi-Level Marketing (ML), is a technique employed by this company, whereby they directly sell their products or services to consumers through direct selling in temporary retail locations and expand their network through word-of-mouth referrals.
These sales are conducted by Sales Consultants who work independently and may be either full-time or part-time. These Consultants represent the company and earn commission by generating sales. They often expand their own organization by recruiting other independent distributors who also perform the same job. Consequently, the entire organization grows. As Consultants, they earn commission not just on their own sales
...but also on the total sales made by their down-line group.
This strategy has a low distribution cost and provides a business opportunity. It aligns with the brand promise of the company "Your Dreams, Our Inspiration". Airframe implements this strategy through regular catalogues, short-term price promotions, and cross-sell campaigns.
The tragedy's details are as follows.
- Independent sales consultants team who directly get in touch with end consumers with hard copy of catalogue
- Marketing through owners of beauty parlous to increase customer reach
- Face-to-face interaction with live demos about usage and benefits of the products
- Samples at low prices or free samples with some purchase to try the product first and then purchase as buying expensive cosmetic products is a high involvement decision.
- Direct mail
to consumers which includes catalogues, offers
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