The Sales Force of Multi-Level Marketing Companies in the Context of the Marketing Communications Mix. Case Study: Avon Cosmetics Romania
The Sales Force of Multi-Level Marketing Companies in the Context of the Marketing Communications Mix. Case Study: Avon Cosmetics Romania

Summary/Abstract: Multi-level marketing (MLM) companies have gained an important position in the worldwide direct selling industry, even if there are still questionable issues about them. These companies heavily rely on their sales force and therefore make significant efforts to support their activity. Thus, knowing that one important benefit of the marketing communications mix comes from the synergy of its components, MLM companies make important steps towards the adoption of integrated marketing communications (IMC). In this context, the purpose of the paper is to analyse the sales force of MLM companies‘ sales force in the context of the marketing communications mix. The proposed case study is based on both secondary and primary information, with the aim to characterise the activity of Avon sales representatives and to identify how they see the components of Avon‘s IMC in terms of use and support to them. The primary research consists of two empirical studies, a qualitative one (an interview with a team coordinator) and a quantitative one (we sample Avon‘s sales representatives by means of a questionnaire, with 97 of filled in questionnaires being valid). The main results of this study refer to the characteristics of the questioned Avon sales representatives as well as to which components of Avon‘s marketing communications mix are seen as useful by the sales representatives. The major conclusions reveal that Avon sales representatives use to a large or very large extent the company‘s web site, the electronic brochure and the customised packages along with samples. Moreover, Avon‘s catalogue (online and printed) and online marketing (content marketing and Facebook page) are considered by the questioned sales representatives as being the most useful tools for their activities, followed by TV ads, sponsorship and concerts.

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