Multi-Level
Marketing
JM 310 Editorial and Article Writing
Group Members
1.
Benyapha Chooligorn
2.
Phassaphoo Apissirirat
3.
Patcharapa Rerkchavee
4.
Penny Watcharasin
5.
Bharun Seyayongka
6.
Yonlaphat Bonsusakul
7.
Rungsima Lertruchtkul
8. Watcharakorn Asawawuthivekin
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Topic
- Multi-Level Marketing business – trickery or real
business?
Unicity International, Amway and similar multilevel marketing businesses
- Are they fraudulent pyramid schemes?
What is
multi-level
marketing?
 It is a kind of marketing
strategy.
 It allows anyone with
potentially no resources to
start business with no limit
on their success.
What is
multi-level
marketing?
 It involves selling via
 personal recommendation
 endorsement of
representatives.
How does MLM work?
 Upline: independent
representative who
sponsors other subrepresentatives.
 Downline:
sub-representatives who
are recruited and
sponsored by the other
upline.
How does MLM work?
- Upline generate income
from retailing product and
service
- And also for the sales
of downline.
- So, upline must find plans
to get someone to be
their downlines.
Example: Amway
Amway
( American Way)
- an American company
- primarily sell health, beauty, and home care product.
Example: Amway
Business Model:
Independent Business Owners (IBOs)
direct selling
+
multi-level marketing
People may become Amway member
, so they can buy products at discounted prices.
Example: Amway
Approaching Techniques
- promises successful and better life
- uses parents royalty & religion
- offers insurance in life
Example: Amway
Approaching Techniques
- travelling package
Example: Amway
Approaching Techniques
-
scares people using AEC and dynamic world
uses a lot of jargon and hard English word
shows quality of product
shows successful people as motivation
uses quotation from famous people
Example: Giffarine
Giffarine
- a Thai MLM company
- founded by a group of doctors and pharmacists
Example: Giffarine
Product :
cosmetics
skincare, body care,
hair care, and etc.
food supplements
Example: Giffarine
Business Model:
Stair Step + Unilevel
Giffarine’s upline get the compensation from the whole network,
even though their downlines are in the higher ranks
Example: Giffarine
Approaching Techniques
-
Thai people should make an effort to support Thai company
offers new opportunity for everyone
gentleness, mercy, warmth and sincerity
easy and simple to understand
gives people encouragement
plays with emotion
Example: Giffarine
Approaching Techniques
-Keeps calling everyone,
who joins them, business
owner
-Shows pictures of
successful people with big
house and expensive car
Example: Unicity International
Unicity
-A multi-level marketing company
-products are primarily in dietary supplement product
Example: Unicity International
Business Model:
Upline + Downline
joining Unicity Business Opportunity = you will become a
“Franchise Partner”
As a Franchise Partner you have the opportunity to earn from
eight different income streams
Example: Unicity International
As a Franchise Partner you have the opportunity to earn from
eight different income streams
1.
2.
3.
4.
5.
6.
7.
8.
Reatail profits
Personal rebate
Fast start bonus
Director Lifestyle bonus
Infinity bonus
Presidents Club bonus
Additional franchise positions
Chairman’s Club bonus
Example: Unicity
International
Approaching Techniques
- shows company’s stability
- shows technology and innovation
- small investment, big profit
- uses people’s belief and family to
convey people
Example: Unicity
International
Approaching Techniques
- uses sympathy
- uses celebrity
- uses expensive cars &
luxury houses
- travelling package
Article ** Technique used
-started with anecdote
“Unicity, Unicity, Unicity!” participants of all ages at the Unicity Kash
Camp were increasingly louder and potent every time they called out
the company’s name. Some people were even screaming and shed
tears of joy as they believed that Unicity was their new hope
which could change their lives forever. Surprisingly, the event which
aimed to be powerful turned out to be frightening for Supisara
Kuenghakit, 20, a student from Bangkok University who joined the
Unicity Kash Camp in 2013. At that moment, she realized that
everyone there was so engrossed in the business and has such
vehement beliefs. It seems to her that Unicity is not a business
anymore, but a dogma.”
Article ** Technique used
- Question
“But what really is a Multi-Level Marketing business?”
- Classes of the MLM business
“The business can be categorized into high, middle, or
even lower classes by the product prices and the way
each company creates its brand images and uses the
sale distributors’ lifestyles as the incentives such as
the cars they use, the trip they take, the activities they
do, etc.”
Article ** Technique used
- High class company
“The high class Multi-Level Marketing businesses
brands mostly aim to focus on the luxurious
rewards and success that business people will reap
from being a part of the brand. Unicity, for
example, is an example of a high class Multi-Level
Marketing businesses brand that focuses on
attaining success in their lives within a short period
of time by using the “luxurious rewards” strategy.”
Article ** Technique used
- middle to upper class
“Among the middle to upper class Multi-Level
Marketing businesses, Amway is perceived as one of
the most popular companies available for those who
are in search of opportunities. This American business
possesses different approaches which emphasizes on
the independent lifestyles to the public than the other
class of businesses. The main technique Amway uses
is to provide information about the company’s capability
and scale.”
Article ** Technique used
- The middle to lower class
“The middle to lower or more local class of MultiLevel Marketing businesses brands mostly aim to focus
on the nationalistic and conservative aspects. The
example of the middle class of Multi-Level Marketing
business is Giffarine Company. Because it is a Thai
company, Giffarine uses the psychological techniques of
“Thai supports Thai” to persuade people to be a part
of Giffarine and become its customers as well.”
Article ** Technique used
• The lower or more local class
• “The lower or more local class of Multi-Level Marketing
business brands also has similar approaching techniques
and strategies of nationalistic and conservative aspects.
“If Thais doesn’t support Thais, who else will support us,”
said the user in Oknation website who is an Aim Star
member.
• Aim Star Network Corporation is a Multi-Level Marketing
business which intends to build an exceptional network
marketing organization and to meet the demands of
business owners by providing the products and services.”
Article ** Technique used
- Voices of the people in the general public
- Voices of the MLM distributors
- Voices of the fomer MLM distributors
Article ** Technique used
End with the Story-telling techniques
“For example, there is a story from Uthaisri Bhumiwat, a
middle-aged housewife whom we randomly interviewed told
us about a time when her long lost friend called to visit her.
She was glad to hear from her old friend that she willingly
invited her friend to her place.
“It turned out that my friend came to introduce me to
Amway’s new cosmetic products. Because of the confusion
and manner, I bought a day cream from her,” said Uthaisri
Bhumiwat. “Honestly, I felt bad. It’s like she’s not being
sincere to me anymore.””
Article ** Technique used
- End with rhetorical question
“Since some people feel that they are tricked to the
seminar, forced to buy the products, and persuaded to
join a brainwashing camp by their friends and
acquaintances, they begin to have bad attitudes toward
the Multi-Level Marketing businesses. Some even lose
friendship with those who work in this business. As
more people are experiencing these situations, many
have begun to wonder whether these approaches are
marketing techniques or a trickery?”
Working Process
Researching
 Primary Source
-Survey method
-Interview method
 Secondary Source
-Internet
-Brochure
-CD from seminar
Working Process
Primary Source:
- survey method
 quantitative way of
researching
results
Info-graphic shows the
survey is done by 44 male
and 56 female
37 has joined MLM
Business
63 has never joined
23 found it a tricky
business
21 found it annoying
60 found it reliable
40 found it unreliable
Working Process: Meeting records
Working Process: Meeting records
1
Working Process: Online Meeting
• To keep everyone in touch all the time, we
decided to create…
Working Process: Online Meeting
LINE GROUP CHAT
Working Process: Online Meeting
GOOGLE DRIVE
Working Process: Online Meeting
• FACEBOOK GROUP
Gallery: Graphic Information
Gallery: Graphic Information
Gallery: Graphic Information