Comparing Multi-Level Marketing with Traditional Marketing

2.2. History of development of multi-level marketing

According to Richard Poe, author of many research works on Multi-level Marketing, in the book "The Third Wave - the era of network marketing" divided the history of multi-level marketing into 4 stages as follows:

First wave (1945 – 1979):

This was the early stage of Multi-level Marketing, also known as the informal stage , when there were no specific laws or documents on this business mechanism. Meanwhile, the authorities were irresponsible with multi-level marketing companies when issuing inappropriate regulations. The chaos of the first wave only ended in 1979, after the Federal Trade Commission recognized MLM as a legal business.

Second wave (1980 – 1989):

Encouraged by a more friendly attitude from the government, MLM in the 80s entered a new era - the era of MLM model boom . It can be said that, thanks to the support of new technology, MLM has really created a new wave in business. The evidence is the appearance of

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Thousands of companies operate under the MLM model, attracting millions of Americans to join the MLM team. In 1980, the company “Herbalife” was born and has become one of the MLM giants in the world, after only 20 years of existence, that is, in the year of revenue reaching a huge figure of 2.3 billion dollars. Currently, Herbalife officially operates and has representatives in 52 countries around the world and is recorded in the Guinness Book of Records as the fastest growing Multi-level Marketing company in the world.

MLM has grown from personal hygiene products, vitamins, nutritional supplements, household goods, educational and leisure products. After 1980, the proportion of services, especially telecommunication services, began to increase. Among the services are also credit card services, financial services, insurance, travel services, etc.

However, at this stage, MLM technology was still quite new and therefore too difficult and complicated for the majority of the public.

Third wave (1990 – 1999):

This is often referred to as the popularization of MLM. The 1990s marked the rise of MLM as a serious business. New applications such as computers, management systems, and telecommunications made MLM popular with the general public. They significantly reduced the costs of both time and money in organizing MLM systems. As a result, millions of people came to MLM.

According to data published by The Wall Street Journal in 1995, the total number of MLM participants in the United States increased by 34% in the four years from 1990 to 1994, and the number of official distributors of MLM companies doubled from 1993 to 1994. In the 1990s, there were about 3,000 MLM companies in the world.

Multi-level marketing company operating with over $100 billion in annual sales.

Many well-known companies at that time who were using vertical distribution strategies also saw the advantages of direct selling and quickly switched to this system. The amount of money transferred from vertical distribution systems to multi-level distribution systems grew larger and larger.

Fourth wave (from 2000 onwards):

The fourth wave marked the explosion of MLM globally. Many MLM companies were successful in China, Korea, Japan and even “surpassed” American companies in terms of growth rate. The second half of the 90s also marked significant changes in the perception of MLM. Large corporations competed to cooperate with MLM-style distribution networks. Experts from prestigious magazines such as Wall Street Journal also praised MLM. Not only that, the “giants” in the world business community also competed to open subsidiaries according to the MLM model and cooperated strategically with MLM companies. The race to make money with MLM had begun.

To date, multi-level marketing has developed in over 125 countries and territories, providing consumers with over 25,000 different products. It is estimated that there are currently about 30,000 multi-level marketing companies in the world with total industry sales of over 400 billion dollars. The annual economic growth rate of 20-30% does not depend on the economic cycle of global production. Every day, there are about 60,000 people participating in multi-level marketing.

America is the country with the most developed multi-level marketing. In America, there are about 2,000 multi-level marketing companies operating, with retail sales reaching

up to 29.5 billion USD and a system of distributors of about 13 million people, of which 81% are women, 500,000 people became millionaires from multi-level marketing.

Japan is second only to the United States in MLM, with 90% of goods and services sold in this form. There are 2.5 million distributors generating about $25 billion in annual sales.

Over the past 55 years, through 3 stages of development, MLM has really grown and become a distribution channel with a revenue of over 1 billion USD. If in the past, it was always considered an informal, even illegal form of business; MLM entrepreneurs never thought of being able to appear in financial magazines or in Board of Directors meetings or at scientific conferences of business universities, then with the fourth wave, MLM has escaped isolation. The press, the law, and people in most countries in the world are now gradually getting used to the term multi-level marketing, MLM is more widely known and more popular.

3. Compare multi-level marketing with traditional marketing

 

3.1. Advantages

It is undeniable that multi-level marketing is an effective method of promoting and distributing products. Some advantages of multi-level marketing for parties in the production - consumption chain can be summarized as follows:

For society

Save huge costs for advertising, promotion, paying intermediaries, transportation costs... increase the competitiveness of businesses in the market. Therefore, MLM helps promote the national economy to develop faster.

Mobilizing idle labor and capital among the people while creating jobs for workers (especially workers aged 45 and over)

Stimulate consumption, increase business market share, contribute to increasing income, living standards, and improving quality of life.

Increase revenue for the state budget, increase social welfare. During their operation, the companies have contributed tens of billions of dong to the state budget through import taxes, business licenses, corporate income taxes, personal income taxes, value added taxes, etc.

Moreover, Vietnam shows the will and spirit to truly integrate with all countries in all aspects. The whole people are bold to move forward, dare to think, dare to do, dare to learn, and make corrections to become more perfect, to catch up with the development of the world economy.

For consumers

There are many choices and opportunities to use high-quality products at affordable prices. Goods are shipped directly from the factory to the distributor, avoiding counterfeit, fake, and poor-quality goods. In addition, due to saving money on intermediaries, saving costs on advertising, promotion, etc., product prices are lower.

Get the right to develop business of high quality products (in traditional business, only famous companies have this right). Consumers can easily become a distributor when they use the product, see the good product and introduce it to other consumers, they will receive commission from sales.

Get better care by consumers protecting each other's rights.

Promote team spirit, teamwork, necessary skills (such as leadership skills, presentation skills, etc.), train people's will and courage to live, thereby creating an elite class in society.

For Companies distributing goods through MLM

Low cost: Almost no advertising costs. Companies applying the traditional retail model usually have to pay a huge amount of money for advertising and marketing products to consumers. Companies selling under the MLM model especially do not have to pay a huge amount of money to attract customers, encourage consumers to buy products... For example, if a traditional business company has a revenue of 2 billion VND, spends 600 million VND on the cost of goods circulation, administrative costs,... then an MLM company will spend this 600 million to pay commissions to distributors).

Eliminate intermediaries, save maximum costs in the process of distributing goods, costs for the administrative apparatus, and minimize advertising costs. Distribution costs are especially important because whether the goods reach consumers or not depends largely on the system of intermediary agents distributing the company's products. Traditional companies have to pay a large amount to their intermediary agents. Each agent also needs profit, so they raise the price of the product. Instead, MLM companies do not spend money to pay agents, but directly pay commissions to distributors who are also consumers of the company's products. For example, a can of Coca Cola costs only 1,200 VND at the factory, but is sold to the market for an average price of 5,000 VND. Of which, 40% (2,000 VND) will be spent on advertising, the remaining 5,000 – 2,000 – 1,200 = 1,800 VND will be for distribution costs and company profits.

Having more time and finance to invest in research to improve product quality, develop new products... so these companies often create unique, good quality products, bringing many benefits to consumers, so the competitiveness of the products is very high.

Counterfeit and fake goods are limited because products are distributed directly from the company's warehouse to consumers.

Create a loyal consumer network, a huge distribution system of goods all over the world quickly (exponential growth). Many MLM companies still maintain high growth even during economic crisis.

Dedicated “sales force”. In retail stores, there are countless products piled up. If companies do not spend money on advertising, they cannot sell those products in the market. On the other hand, MLM products do not need a 30-second TV commercial or extensive advertising on billboards and posters, but need more explanation. Therefore, the principle of word of mouth (sharing) helps to promote MLM products widely to consumers and helps to sell products.

For members participating in multi-level marketing networks

 Individual members participating in the multi-level marketing network can consider this as a part-time job, outside of administrative working hours can spend free time working. If members really try hard and have an effective way of working, it is completely possible to have a source of extra income, but it is not small at all.

 In the multi-level marketing model, members not only directly benefit from their sales, but also

Indirectly, you will receive a portion of the sales that your entire network system sells, which means that you will not only receive profits from the sales of the people you introduce to the company, but also receive indirect profits through the people they introduce. That is the essence of the multi-level marketing industry. Because of this, with just a small percentage in a system of many people, your income can reach a very large number.

Table 1: Comparison of benefits of distribution network members in traditional business model and multi-level marketing model

STT

COMPARISON CRITERIA	TRADITIONAL BUSINESS	NETWORK MARKETING
1.	Capital	Very large	Not much
2.	Relationship	Big	Extremely large
3.	Industry	Degree or professional experience required	No degree required
4.	Item	Diverse and easily saturated	Unique, good quality, exclusive, easy to use
5.	Profit	Very low	Very high
6.	Time	constrained	Free
7.	Compete	Harsh	No, very little
8.	Emotional	Loss	Rich in friends
9.	Experience	Uncommon	Always share
10.	Risk	Very large	Do not have

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• Mobile Phone Usage in Hanoi Inner City Area zt2i3t4l5ee zt2a3gsconsumer,consumption,consumer behavior,marketing,mobile marketing zt2a3ge zc2o3n4t5e6n7ts - Test the relationship between demographic variables and consumer behavior for Mobile Marketing activities The analysis method used is the Chi-square test (χ2), with statistical hypotheses H0 and H1 and significance level α = 0.05. In case the P index (p-value) or Sig. index in SPSS has a value less than or equal to the significance level α, the hypothesis H0 is rejected and vice versa. With this testing procedure, the study can evaluate the difference in behavioral trends between demographic groups. CHAPTER 4 RESEARCH RESULTS During two months, 1,100 survey questionnaires were distributed to mobile phone users in the inner city of Hanoi using various methods such as direct interviews, sending via email or using questionnaires designed on the Internet. At the end of the survey, after checking and eliminating erroneous questionnaires, the study collected 858 complete questionnaires, equivalent to a rate of about 78%. In addition, the research subjects of the thesis are only people who are using mobile phones, so people who do not use mobile phones are not within the scope of the thesis, therefore, the questionnaires with the option of not using mobile phones were excluded from the scope of analysis. The number of suitable survey questionnaires included in the statistical analysis was 835. 4.1 Demographic characteristics of the sample The structure of the survey sample is divided and statistically analyzed according to criteria such as gender, age, occupation, education level and personal income. (Detailed statistical table in Appendix 6) - Gender structure: Of the 835 completed questionnaires, 49.8% of respondents were male, equivalent to 416 people, and 50.2% were female, equivalent to 419 people. The survey results of the study are completely consistent with the gender ratio in the population structure of Vietnam in general and Hanoi in particular (Male/Female: 49/51). - Age structure: 36.6% of respondents are <23 years old, equivalent to 306 people. People from 23-34 years old accounting for the highest proportion: 44.8% equivalent to 374 people, people aged 35-45 and >45 are 70 and 85 people equivalent to 8.4% and 10.2% respectively. Looking at the results of this survey, we can see that the young people - youth account for a large proportion of the total number of people participating in the survey. Meanwhile, the middle-aged people including two age groups of 35 - 45 and >45 have a low rate of participation in the survey. This is completely consistent with the reality when Mobile Marketing is identified as a Marketing service aimed at young people (people under 35 years old). - Structure by educational level: among 835 valid responses, 541 respondents had university degrees, accounting for the highest proportion of ~ 75%, 102 had secondary school degrees, ~ 13.1%, and 93 had post-graduate degrees, ~ 11.9%. - Occupational structure: office workers and civil servants are the group with the highest rate of participation with 39.4%, followed by students with 36.6%. Self-employed people account for 12%, retired housewives are 7.8% and other occupational groups account for 4.2%. The survey results show that the student group has the same rate as the group aged <23 at 36.6%. This shows the accuracy of the survey data. In addition, the survey results distributed by occupational criteria have a rate almost similar to the sample division rate in chapter 3. Therefore, it can be concluded that the survey data is suitable for use in analysis activities. - Income structure: the group with income from 3 to 5 million has the highest rate with 39% of the total number of respondents. This is consistent with the income structure of Hanoi people and corresponds to the average income of the group of civil servants and office workers. Those People with no income account for 23%, income under 3 million VND accounts for 13% and income over 5 million VND accounts for 25%. 4.2 Mobile phone usage in Hanoi inner city area According to the survey results, most respondents said they had used the phone for more than 1 year, specifically: 68.4% used mobile phones from 4 to 10 years, 23.2% used from 1 to 3 years, 7.8% used for more than 10 years. Those who used mobile phones for less than 1 year accounted for only a very small proportion of ~ 0.6%. (Table 4.1) Table 4.1: Time spent using mobile phones Frequency Ratio (%) Valid Percentage Cumulative Percentage Alid <1 year 5 .6 .6 .6 1-3 years 194 23.2 23.2 23.8 4-10 years 571 68.4 68.4 92.2 >10 years 65 7.8 7.8 100.0 Total 835 100.0 100.0 The survey indexes on the time of using mobile phones of consumers in the inner city of Hanoi are very impressive for a developing country like Vietnam and also prove that Vietnamese consumers have a lot of experience using this high-tech device. Moreover, with the majority of consumers surveyed having a relatively long time of use (4-10 years), it partly proves that mobile phones have become an important and essential item in people's daily lives. When asked about the mobile phone network they are using, 31% of respondents said they are using the network of Vietel company, 29% use the network of of Mobifone company, 27% use Vinaphone company's network and 13% use networks of other providers such as E-VN telecom, S-fone, Beeline, Vietnammobile. (Figure 4.1). Figure 4.1: Mobile phone network in use Compared with the announced market share of mobile telecommunications service providers in Vietnam (Vietel: 36%, Mobifone: 29%, Vinaphone: 28%, the remaining networks: 7%), we see that the survey results do not have many differences. However, the statistics show that there is a difference in the market share of other networks because the Hanoi market is one of the two main markets of small networks, so their market share in this area will certainly be higher than that of the whole country. According to a report by NielsenMobile (2009) [8], the number of prepaid mobile phone subscribers in Hanoi accounts for 95% of the total number of subscribers, however, the results of this survey show that the percentage of prepaid subscribers has decreased by more than 20%, only at 70.8%. On the contrary, the number of postpaid subscribers tends to increase from 5% in 2009 to 19.2%. Those who are simultaneously using both types of subscriptions account for 10%. (Table 4.2). Table 4.2: Types of mobile phone subscribers Frequency Ratio (%) Valid Percentage Cumulative Percentage Valid Prepay 591 70.8 70.8 70.8 Pay later 160 19.2 19.2 89.9 Both of the above 84 10.1 10.1 100.0 Total 835 100.0 100.0 The above figures show the change in the psychology and consumption habits of Vietnamese consumers towards mobile telecommunications services, when the use of prepaid subscriptions and junk SIMs is replaced by the use of two types of subscriptions for different purposes and needs or switching to postpaid subscriptions to enjoy better customer care services. In addition, the majority of respondents have an average spending level for mobile phone services from 100 to 300 thousand VND (406 ~ 48.6% of total respondents). The high spending level (> 500 thousand VND) is the spending level with the lowest number of people with only 8.4%, on the contrary, the low spending level (under 100 thousand VND) accounts for the second highest proportion among the groups of respondents with 25.4%. People with low spending levels mainly fall into the group of students and retirees/housewives - those who have little need to use or mainly use promotional SIM cards. (Table 4.3). Table 4.3: Spending on mobile phone charges Frequency Ratio (%) Valid Percentage Cumulative Percentage Valid <100,000 212 25.4 25.4 25.4 100-300,000 406 48.6 48.6 74.0 300,000-500,000 147 17.6 17.6 91.6 >500,000 70 8.4 8.4 100.0 Total 835 100.0 100.0 The statistics in Table 4.3 are similar to the percentages in the NielsenMobile survey results (2009) with 73% of mobile phone users having medium spending levels and only 13% having high spending levels. The survey results also showed that up to 31% ~ nearly one-third of respondents said they sent more than 10 SMS messages/day, meaning that on average they sent 1 SMS message for every working hour. Those with an average SMS message volume (from 3 to 10 messages/day) accounted for 51.1% and those with a low SMS message volume (less than 3 messages/day) accounted for 17%. (Table 4.4) Table 4.4: Number of SMS messages sent per day Frequency Ratio (%) Valid Percentage Cumulative Percentage Valid <3 news 142 17.0 17.0 17.0 3-10 news 427 51.1 51.1 68.1 >10 news 266 31.9 31.9 100.0 Total 835 100.0 100.0 Similar to sending messages, those with an average message receiving rate (from 3-10 messages/day) accounted for the highest percentage of ~ 55%, followed by those with a high number of messages (over 10 messages/day) ~ 24% and those with a low number of messages received daily (under 3 messages/day) remained at the bottom with 21%. (Table 4.5) Table 4.5: Number of SMS messages received per day Frequency Ratio (%) Valid Percentage Cumulative Percentage Valid <3 news 175 21.0 21.0 21.0 3-10 news 436 55.0 55.0 76.0 >10 news 197 24.0 24.0 100.0 Total 835 100.0 100.0 When comparing the data of the two result tables 4.4 and 4.5, we can see the reasonableness between the ratio of the number of messages sent and the number of messages received daily by the interview participants. 4.3 Current status of SMS advertising and Mobile Marketing According to the interview results, in the 3 months from the time of the survey and before, 94% of respondents, equivalent to 785 people, said they received advertising messages, while only a very small percentage of 6% (only 50 people) did not receive advertising messages (Table 4.6). Table 4.6: Percentage of people receiving advertising messages in the last 3 months Frequency Ratio (%) Valid Percentage Cumulative Percentage Valid Have 785 94.0 94.0 94.0 Are not 50 6.0 6.0 100.0 Total 835 100.0 100.0 The results of Table 4.6 show that consumers in the inner city of Hanoi are very familiar with advertising messages. This result is also the basis for assessing the knowledge, experience and understanding of the respondents in the interview. This is also one of the important factors determining the accuracy of the survey results. In addition, most respondents said they had received promotional messages, but only 24% of them had ever taken the action of registering to receive promotional messages, while 76% of the remaining respondents did not register to receive promotional messages but still received promotional messages every day. This is the first sign indicating the weaknesses and shortcomings of lax management of this activity in Vietnam. 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• Some marketing solutions to increase revenue of Level Hotel, a member of LV Hai Phong Investment and Tourism Joint Stock Company - 2

Source: http://kinhdoanhtheomang.com/