Marketing Multinivel

El Marketing Multinivel (también llamado Marketing de Redes, Mercadeo en Red, Mercadeo Multinivel, MLM) es un modelo de negocios y una buena muestra del marketing directo en el que una persona se asocia con una compañía padre como independiente o franquiciado y recibe una compensación basada en la venta de productos o servicios personales y de los demás miembros asociados mediante dicha persona. Esto se asemeja a las franquicias en las que se pagan regalías por las operaciones de los franquiciados y las de su área o región.

Historia

El marketing multinivel tuvo durante sus inicios un grave problema de imagen por las dificultades de hacer claras distinciones entre el marketing en red legítimo y los 'esquemas piramidales' o esquemas Ponzi.

Amway, considerada a menudo como la compañía pionera del multinivel, fue procesada por El Departamento de Justicia de los Estados Unidos en los años 70 y estableciendo las leyes para determinar los negocios en red legales. Hoy día, muchos negocios multinivel operan legalmente en diferentes partes del mundo.

Esta estrategia de demandar a las empresas de multinivel se ha repetido en diferentes países, a veces se toma esto como un intento de deslegitimación, aunque finalmente los jueces siempre han dado sentencias favorables a dichas empresas, esto ha llevado a la fijación de las diferentes leyes que regulan y diferencian entre Sistemas Multinivel y sistemas piramidales ilegales. En el caso de España es la propia Ley de Comercio Minorista la que establece las definiciones de ambos sistemas y la ilegalidad de los sistemas piramidales. 

Marketing Multinivel Vs Pirámides

Los críticos alegan que algunas compañías consiguen sus beneficios sobre todo, atrayendo nuevos participantes y no a base de vender productos, pero la contra crítica menciona que precisamente ésa es una de las características que diferencian los sistemas piramidales que retribuyen la incorporación de nuevos socios a la pirámide, mientras que los sistemas multinivel solo pagan por el movimiento de productos. Nótese que en sistema piramidal solo los primeros distribuidores en llegar a una zona virgen pueden llegar a ser ricos pues tienen la oportunidad de conseguir suficientes clientes para construir una red suficientemente grande. Conforme el mercado se satura de distribuidores, cada vez es más difícil vender el producto y conseguir nuevos clientes. Si se atrae a nuevos distribuidores en un mercado ya saturado con la promesa de que serán ricos, entonces los distribuidores recién reclutados están siendo estafados. 

 

Compañías 

 

Algunas compañías de marketing multinivel significativas son las siguientes:

 

• Amway and Quixtar - International Amway site
• Mary Kay - U.S. Headquarters. Markets health and beauty products. Offers an independent representative opportunity.
• Acai Plus - Offers an opportunity selling a health drink containing acai, goji, and mangosteen juice.
• ACN - Corporate site. Representative opportunity in telecommunications.
• Advantage Nutraceuticals Inc - Corporate site offering product and distributor information.
• Advocare - Offers an opportunity selling healthcare products.
• Aloette - Corporate site. Representative opportunity selling cosmetics and skin care products.
• AlpineV - Offers opportunity to seel dietary supplement made with the Alpine Sandthorn Berry. Also offers sales of the product.
• AM-300 - Providing weight loss with herbal supplement.
• Amazon Herb - Corporate site. Herbs and botanicals derived from the Amazonian rainforest.
• Ambit Energy - Offers residential energy in the USA. Includes enrollment form, FAQ and compensation plan.
• American Image Marketing - Corporate site for AIM, a MLM company that manufactures health supplements.
• AmeriPlan USA - Brokerage opportunity involving medical services.
• Amigo Health - Offers an opportunity selling a juice powder containing acai, mangosteen, and goji.
• Amsoil - Corporate site. Representative opportunity selling automotive lubricants.
• The Angel Company - A multi-level, direct sales company founded in 1997. Offers the opportunity to sell items that are made with rubberstamps and accessories.
• Arbonne International - Corporate site. Representative opportunity selling health and beauty products.
• AtHome America - Details on a HomeStyle Specialists business and the products.
• Aularale Cosmetics, Inc. - Official company site. Offers skin care and glamour products and features opportunity for a business.
• Avon Products, Inc. - Corporate site. Representative opportunity selling cosmetics, clothing, toys, perfume, jewelry, books, and videos.
• Awareness Corporation - Corporate site. Offers information on personal health and well being. Distributor opportunity.
• BannersGoMLM - A full one to one banner exchange. Details about the program and the opportunity.
• Baywood International, Inc. - Consumer products company specializing in the development, marketing and distribution of nutraceuticals.
• BeautiControl - International direct sales skin care, cosmetics, health and image company. Offers consultant opportunities.
• Beauty for All Seasons - The originator of the Color Alliance process and the sophisticated computer analysis using skin, hair, and eye color to determine seasonal names. Products and services include cosmetics, skin care, color and image.
• Big Planet - An internetworking company offering a financial opportunity to a vast network of sales representatives.
• Biometics - Distributor opportunity selling nutritional supplements.
• The Body Shop - Offers skin and hair care products with information covering campaigns, values and company.
• Body Wise International - Provides nutritional and skin care products, education and health services to consumers. Distribution is based on direct selling with multi-level rebates.
• BOV Intimates - Corporate Site. Offering intimate apparel through in-home direct sales.
• Brown Bag Gourmet Goodies - Network of independent consultants selling coffee, tea, cappuccino, cocoa and cookies.
• BuildReferrals.com - BuildReferrals sites will help generate referrals in companies, which is known as building a downline. Detailed information is given.
• 2by2.net - MLM internet service provider. Offers web hosting, domain registration/re-direction, free e-mail, eCommerce mall, and long distance discount rates.
• Cambridge Health Plan Limited - Corporate site. Offers products and programs, such as the Cambridge Diet, for weight loss.
• Care Entree - Corporate site. Affordable healthcare program for individuals, families and corporations. Marketing agents wanted.
• Close to My Heart - Consultants in the U.S. and Canada sell scrapbooking products through in-home parties.
• Clustered Water - Nutritional, weight loss and herbal products. Also a MLM opportunity.
• Cognigen Communications - Telecommunications services. Mirror websites.
• Color Me Beautiful Cosmetics - Cosmetics and skin care products. International distributorships available.
• Create-A-Book, Inc. - Offers personalized children's books, with custom software to make the books at home.
• Creative Memories - Career opportunity selling photo-safe scrapbook albums.
• CyberWize - Business alternative that capitalizes on the growth of travel and e-commerce on the Internet.
• DietBlends - Herbal nutritional supplements. Offers Independent Representative opportunities.
• Discovery Toys - Provides children with exceptional products that are educational, developmental and fun. Offers consultant opportunities.
• Dorling Kindersley - Opportunity selling children's books.
• Easy Postcard Marketing - Offers a postcard multi-level business opportunity. Includes contact forms.
• EcoQuest International - Offers health-related products, including air and water purification systems for the home, vitamins and supplements, and household cleaning products via an affiliate marketing program.
• eHostingBiz - Seller of webhosting services and provider of a business opportunity.
• Éminence - Offers organic skin care products. Includes information about ingredients, becoming a distributor, and media.
• Empire Business Brokers - Financial brokering program, markets and sells businesses.
• Eniva Corporation - Alternative health products, and household and automotive cleaners.
• Enliven International - Offers opportunity to sell Nitro FX and other noni based products.
• Eternal HGH - Human growth hormone releaser.
• Forever Living Products International - Producer of aloe vera and bee products. MLM opportunies available.
• ForeverGreen - Offers an opportunity selling FrequenSea, which contains marine phytoplankton, ionic sea trace minerals, and aloe vera.
• Fragrant Earth - Aromatherapy and essential oils.
• FreeLife International - Offers an opportunity selling Himalayan Goji health products.
• Fruta Vida International - Offers an opportunity selling a health juice made from acai berry, cupuaca, and yerba mate.
• Fuel Freedom International - Offers an opportunity to sell an organic engine conditioner that improves fuel economy.
• Future World - A collection of information products and an opportunity to earn an income.
• Global Travel International - Become an independent travel agent.
• GNLD South Pacific - Headquarters of GNLD International for distributors with information on the business opportunity and products for the public.
• Going Platinum - ISP pays user and referrals for surfing the web.
• Golden Neo-Life Diamite International - A multi-level marketing company selling nutritional products and water filtration systems.
• Goldshield Elite - Offers beauty and nutritional products.
• Gourmet Coffee Club - Marketing opportunity.
• Goyin - Offers an opportunity to sell a nutritional product made with Asian fruits and herbs.
• Great Life International - Offers an anti-aging health food product.
• GreatShades.com - Associates are paid for every sale, 3 levels down.
• Greenwood Health Systems - Offers nutritional products for sale and the opportunity to sell them.
• The Greeting Cake Company, LLC - Offering personalized special occasion cakes. Includes photos of cake designs, convention and distributor information.
• HealthyPetNet - Offers nutritional supplements, vitamins and pet care products for puppies, dogs, kittens, cats, ferrets and horses. MLM program for sellers.
• Herbalife International - Corporate site. Independent distributor offer selling personal care and nutritional products.
• Hi Energy Weight Control Inc. - Weight control centers. Business opportunity.
• Home and Garden Party, Ltd. - A home based party plan business featuring home decor items.
• HTE - Describes the Chi Machine and offers a distributor package.
• HTN - Network marketing company offering nutritional and health supplements.
• I.D. IT! Plates - Offers product information and details about the partner program.
• Ideal Health - Weight loss drugs and marketing opportunities.
• Immunotech Research Ltd - Network marketing company providing health products.
• Inetekk.com - Corporate site describing products, support and information about the automated marketing system.
• Infinity2, Inc. - Corporate information site. Distributor offer selling health products.
• It Works Marketing - Offers homeopathic and herbal products. Network marketing opportunity described in detail.
• Jafra Cosmetics - Corporate site. Consultant opportunity selling fragrances, makeup and skincare products.
• Jerky Direct - Multi-level Marketing business offering beef jerky products.
• Jewels by Park Lane Inc. - Corporate site offers part-time or full-time opportunities to earn income presenting high fashion jewelry at party plan home shows and personal consultations.
• Jiff-e-Books - All-digital custom software and supplies for making personalized children's books.
• JISL - Corporate site explaining the concept.
• Juara International - Information on becoming a representative selling Liquid Chlorophyll, a family health-drink.
• Jurak Corporation World Wide Inc. - Shares for distributors plan.
• Juvio - Offers a 24-hour, 7-day-a-week computer tech support help center.
• Kaire Nutraceuticals - Products for anti-aging, immune support, nutrition, antioxidant support, weight management.
• Kleeneze - Household, health, and beauty products through a network of independent distributors in the UK, Republic of Ireland, the Netherlands, and Germany.
• Lady Jayne, Ltd. - Offers jewelry for home parties and craft shows.
• Life Plus - Network marketing of health products.
• 4 Life Research - Corporate home page. Markets Transfer Factor, an immune system support supplement. Offers a business opportunity.
• Lifestyles - Health, nutrition and weight and loss products.
• Longaberger - Offering wrought iron furnishings and accessories, baskets, home decor, tabletop and fabric accessories. Includes career and show information.
• Magic Learning Systems - Corporate home page. Sell an educational software system.
• Magnapak - Opportunity for distributors to sell a line of magnetic therapy and health related products.
• MakesParties.com - Includes company information, a demo store, affiliate and program details.
• Mannatech, Inc. - Official Mannatech Incorporated web site. Health and nutrition products. Offers a network marketing associate program.
• Matol Botanical International Ltd - Distributor opportunity, selling health and nutrition products.
• M2CGlobal - Offers an opportunity selling A.C.T. energy drink.
• Melaleuca, Inc. - Corporate web site. Markets skin care products. Business opportunity.
• MetaboGold International - Manufacturer and global supplier of the herbal weight loss supplement MetaboGold 2000.
• Metabolife International, Inc. - Corporate site. Offering a family of weight loss products.
• Metropolitan Aromatherapy Home Party Company - Corporate site for this home party company offering aromatherapy products.
• MonaVie - Offers an opportunity to sell acai berry health juice.
• Morinda - Home based health business offering Tahitian noni juice.
• MultiSoft Corporation - Custom, corporate, multilevel software programming also provides consulting and support services to existing and startup companies.
• MXI Corporation - Offers an opportunity selling Xocai, a chocolate and acai berry nutritional supplement.
• MySiteInc.com - Earn commission on referral sales.
• NaturScience - Opportunity to sell health, fitness, nutritional, and skin care products.
• Nest Family - Producers and distributors of family-oriented entertainment products, including children's videos. Offers a business opportunity.
• New Vision - Corporate home page for New Vision International, seller of various health care products, including Vemma.
• Neways International - Corporate site. Marketing opportunity selling anti-aging products.
• NHT Global - Offers health and beauty products and a business opportunity.
• Nikken U.S.A. - Magnetic products. Founded by Isamu Masuda.
• Noevir USA - Details about their beauty products and the business opportunities.
• 2000now - An online MLM community with various programs, including weight loss.
• Nu Skin Enterprises - Corporate site. Direct selling company with three divisions, Big Planet, Nu Skin and Pharmanex.
• Nutrisource International - Offers shakes, energy drinks, bottled water, and other nutritional products.
• Nutronix International - Health foods, nutritional supplements, and topical treatments.
• OLA International - Distributor opportunity selling Energybolizer.
• Omnitrition International, Inc - Corporate homepage. Independent distributor offer selling nutritional products.
• Online Exchange - Start your own web hosting business.
• Organic and Natural Enterprise Group - Chemical free personal care, skincare, cosmetics, and hair care products.
• Original Limu - Offers an opportunity selling a health beverage made from a sea vegetable from Tonga.
• Oxyfresh - Offers pharmacy products and long distance telephone service.
• The Pampered Chef - On-line sales of kitchen tools. Catalog available, how to become a consultant, and employment opportunities.
• PartyLite - Corporate site. Candles and accessories. Product catalog, decorating suggestions, FAQs, and information on becoming a consultant. [English, French, Spanish, Finnish, Swedish, German]
• The People's Empowerment Group - Marketing of travel packages with a spiritual flavor.
• Premier Designs - Direct service company offering distributorships of fashion jewelry.
• Pre-Paid Legal Services, Inc. - Legal insurance plan, with opportunity for network marketing.
• Prestige Travel Service - Travel agent business opportunity.
• Primerica Business Opportunity - Information about independent financial services agent opportunities.
• Princess House - Corporate site. A direct selling for products for the home, including handblown and lead crystal, tableware, cookware, bakeware, serveware and collectibles.
• Pro-Ma Systems - Provides a business opportunity in cosmetics, nutrition, jewelry, and home and car products.
• ProShop At Home - Sell golf equipment, accessories and apparel to via an on-line Internet Pro Shop.
• Qing Mei, Inc - Liquid nutritional supplement sales opportunity. The product is called Xing.
• Referralware - Offers an automated referral affiliate program.
• Regal Greetings and Gifts - Featuring greeting cards, giftwrap and home products. Offers distributor and catalog information.
• Reishi Go - Coffee and tea from the red reishi mushroom.
• Relìv International - Formulates and markets nutritional products and functional foods. Distributor opportunity.
• Re-Vita - Network marketing opportunity selling nutritional products.
• Revita Health Corp. - Become a territory director or a sales representative selling Revita supplements.
• Revolution Forever Marketing Pvt. - Offers a network business opportunity in selling home and perfume products. Includes FAQ.
• Richmont Direct - Information about becoming an Inkbrary consultant.
• The Right Solution - Distributes health and personal care products.
• Scent-Sations Inc. - Offers Mia Bella's Hand Poured Gourmet Soy Candles. Find product information and distributor program information.
• Scentsy - Offers an opportunity selling wickless wax scent bars and related products.
• SeneGence International - Offers product information, find a distributor or develop your own business as an Independent Distributor.
• Shaklee Corporation - Offers multilevel marketing opportunities selling health and wellness products.
• Shure Pets - Pet consultant, products and parties.
• Sibu - Offers and opportunity selling seabuckthorn berry health blend.
• Silpada Designs - Offers sterling silver jewelry and other Accessories through in-home direct sales. Find company and catalog information, and learn about becoming and independent distributor.
• Six Figure Income - International co-op advertising program.
• Skeptic's Heaven - Learn about this MLM Opportunity and read about the company, and its products.
• Somalife - Offers distributorships regarding health products, nutritional and longevity supplements.
• Southern Heritage, Inc. - Offers a variety of health and wellness products and a home business opportunity.
• Southern Living At Home - Home based business party plan includes pottery, iron, home and garden, candles, and decorative accessories. Details about the MLM income opportunity.
• Specialty Merchandise Corporation - Corporate web site. Gift item wholesaler and dropshipper. Offers various business opportunities.
• Sportron - Nutritional and health supplements.
• Sportron International - Corporate site. Nutritional supplements and business opportunities.
• St Carlos Medislim - Offers distributorships of a weight loss program.
• Stamp Affair - Quality wood mounted stamps and all accessories.
• Stampin' Up - Stamp company that sells through the home party system and independent demonstrators.
• Starlight International - Markets and distributes nutritional herbs and dietary supplements. Offers a business opportunity.
• StarScapes - Program based on selling murals of the night sky to put on ceilings.
• Stimulife - Corporate site. Weight loss supplements, diet pills and distributor information.
• Strauss Heart Drops - Stops angina, unclogs arteries, removes cholesterol from arteries and heart valves.
• Suddenly Slender, The Body Wrap - Inch loss and mineral wraps. Product details and the business opportunities.
• Sunless Expressions - Offers supplies and business opportunities for airbrush tanning and tattooing.
• Swiss Just - Aromatherapy and essential oils.
• TARRAH Cosmetics - Formerly LadyLove Skincare. Offers quality skin care and beauty products. Includes information for consultants.
• Tastefully Simple - Corporate site lists products and business opportunity.
• TMN Health - Natural cleaning products, aromatherapy, home spas, and alternative health.
• TriVita - Offers nutrition, herbs, women's, health, and beauty products.
• Trusted Health Products - Skin and dental care products.
• Tupperware - Official U.S. web site with products available for sale, and information on parties. Work at home career opportunities.
• Two Sisters Gourmet - Network marketing/home party company of specialty foods.
• Unicity - Distributor opportunity selling nutrition, natural remedies and personal care products.
• URI International - Offers an opportunity selling whole food concentrates, plus nutritional and body care products.
• Usana - Corporate web site. Distributor opportunity selling nutritionals, skin care, weight-loss and personal care products.
• Vantel Pearls in the Oysters - Create a pearl party business.
• ViaViente - Offers an opportunity selling a product that is a blend of whole fruit purees, minerals, and herbs.
• Victorian Memories - Products include floral waters, Aromatherapy courses, bath products and fudge. Includes details about their business opportunities.
• Vision For Life International - Manufacturer of pharmaceutical grade weight loss products, nutritional supplements, and personal care products.
• Vitamin Power - Business opportunity marketing a range of health and nutrition products.
• Waiora International - A proprietary whole-food blend of freeze dried fruit and botanical extracts in capsules or drink mix powders to help reduce the signs of aging.
• Warm Spirit - Sells products which heal, nourish, nurture, and restore balance - to mind, body, and spirit. Learn about the business opportunity.
• Watkins Online - Offers gourmet specialty foods, botanical personal-and home-care products, gift baskets, and medicinals.
• World Leadership Group (World Lending Group) Online - Sells mortgage products through a network of "downline" agents.
• WT Powers - Automated lead generating system.
• XanGo - Offers an opportunity to sell a mangosteen juice supplement.
• Xler8 Nutrional Products - Health and nutrition products. Offers a network marketing associate program.
• Young Living Essential Oils - Offers essential oils, massage oils, supplements, and diffusers. Online distributor sign up.
• Youngevity - Opportunities selling mineral and vitamin supplements, nutriceuticals, and aromatherapy products.
• Zavita - Offers a liquid herbal supplement muli-level business opportunity.
• ZibyCom - Information about a new home business opportunity involving online computer education, free websites and an easy-to-use site builder.
• Zija International - Offers an opportunity selling nutritional products containing Moringa oleifera 

 

 

Planes de compensación

 

A lo largo de las décadas las compañías han diseñado diferentes planes de compensación para el marketing multinivel. Existe la ganancia personal por la venta de productos y, adicionalmente, ganancias por la configuración de una red según los siguientes planes de compensación:                       

• Plan escalonado. También se llama Breakaway. Es el más antiguo y usado hasta el momento. Es el plan más usado y el único que ha demostrado su éxito. Los distribuidores ganan una comisión de sus ventas personales (descuento sobre volumen de ventas) y de las ventas de sus grupos que hay por debajo de ellos, hasta que los igualen en el escalón (de ahí su nombre). Empresas como Herbalife, Amway, Forever Living y Omnilife operan en España, Estados Unidos y otros muchos países, con este modelo.

• Plan Matricial. Este plan limita la anchura de cada nivel en un grupo de distribuidores, forzando de este modo a los distribuidores fuertes a apilar a sus nuevos reclutados debajo de gente que no hizo el trabajo de patrocinarlos. Se llama también Matrix. Muy popular en compañía australianas y creadas en los años 90.

• Plan Binario. Este plan limita la anchura de cada nivel a dos frontales. La principal ventaja es que no hay escalones o niveles. Los asociados ganan lo mismo de todos sus distribuidores independientemente del nivel en el que se encuentren. Favorece el trabajo en equipo. El plan binario tiene tres tipos: Pata floja, en donde al representante se le pagan las comisiones por el lado que menos ventas hizo, el binario de compensación 50/50 en donde la compañía paga a los asociados por ambos frontales, con la condición de las ventas estén equilibradas en partes iguales, por ejemplo en un frontal se vendieron 2 productos, y en el otro se vendieron 3, al representante se le paga una comisión correspondiente a 4 productos(2 por cada una de sus frontales), la comisión faltante se paga cuando el otro frontal realice una venta, es decir se compense, el otro tipo de binario es el de compensación 1/3 - 2/3, que funciona similar al 50/50, solo que este es un poco más flexible, por ejemplo en el ejemplo anterior si se pagaría al representante la comisión completa, en ese caso si un lado vende 2 productos, el otro puede vender hasta 6 y seguiría compensado. La clave del plan binario es mantenerse en equilibrio o compensado. Este plan de compensación ha sido de los últimos en crearse, por lo que posee ciertas ventajas frente a otros, como es el caso de no tener niveles, y una frontalidad solo de dos nuevos representantes.

Este Plan Binario, resulta supremamente cuestionado, a tal punto que hay quienes afirman que se parece más a una Pirámide (economía), que a un verdadero multinivel. De hecho los multiniveles mas tradicionales tipo Amway, ACN, Herbalife, Forever Living y Omnilife, entre otros, no lo utilizan y lo consideran antietico. En China han vetado a todas las compañías que cuentan con un Plan Binario.

• Estructura ascensor o piramidal. Su legalidad es cuestionada y consiste en un "tablero de juegos" en el que cada distribuidor paga una o más unidades de productos para poder participar o recibir bonificación. Este esquema, es considerado un fraude, dando el dinero al fundador del negocio y dejando en la quiebra a los últimos que llegan. 
   
  

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Legislación en el Comercio Multinivel

Algunos países han aportado legislación sobre este mecanismo de comercio. En España se aplica la

Ley de Ordenación del comercio minorista 7/1996, donde el artículo 22 legaliza el marketing multinivel y el artículo 23 prohíbe las pirámides.

Igualmente hay organizaciones mundiales, como la WFDSA, que protegen al consumidor - Fundada en 1978, la WFDSA es una organización voluntaria, no gubernamental, que representa a la industria de la venta directa en el ámbito mundial como una federación de Asociaciones de Ventas Directas nacionales (AVD). Actualmente existen más de 50 AVD representadas en la Federación y en 1997 las ventas minoristas mundiales de sus miembros se estimaron en más de 80.000 millones de dólares (E.U.A.) mediante las actividades de más de 25 millones de vendedores independientes. 

Tomado de: http://www.elmultinivel.com/empresasmultinivel.html