Running head: MULTI-LEVEL MARKETING 1 The Misunderstanding of Multi-Level Marketing Adrienne Reavis A Senior Thesis submitted in partial fulfillment of the requirements for graduation in the Honors Program Liberty University Spring 2014 MULTI-LEVEL MARKETING 2 Acceptance of Senior Honors Thesis This Senior Honors Thesis is accepted in partial fulfillment of the requirements for graduation from the Honors Program of Liberty University. ______________________________ Gene Sullivan, Ph.D. Thesis Chair ______________________________ Lynnda S. Beavers, Ph.D. Committee Member ______________________________ James Shelton, Ph.D. Committee Member ______________________________ Brenda Ayres, Ph.D. Honors Director ______________________________ Date MULTI-LEVEL MARKETING 3 Abstract The structure of multi-level marketing has been mistaken for a pyramid scheme with the introduction of companies, such as Amway, Avon and Mary Kay Cosmetics. The concept of multi-level marketing includes a system of selling a company’s product that involves a pyramid of sales persons. Even though a pyramid structure is present within multi-level marketing, it does not influence the entirety of the business. Because multi-level marketing is a successful manner in which individuals can achieve financial freedom, multi-level marketing companies have migrated to various parts of the world, especially China. However, recent controversies have occurred in China because the government does not want individuals to be independently successful thorough multi-level marketing companies such as Amway, Avon and Mary Kay Cosmetics. The outcome of the comparison between multi-level marketing and pyramid schemes provide proper information to determine the legitimacy of Amway, Avon and Mary Kay Cosmetics. MULTI-LEVEL MARKETING 4 The Misunderstanding of Multi-level Marketing Introduction Amway, Avon and Mary Kay Cosmetics are popular companies that individuals encounter on a regular basis. The majority of individuals become aware of these companies either through knowing a representative or being a customer to one of these companies. Amway, Avon and Mary Kay Cosmetics are considered to promote multi- level marketing when promoting the career opportunity. For example, if a Mary Kay consultant told her experience with the company to one of her girlfriends, she explains the structure of the business and how the company pays its consultants. The consultant would explain that consultants recruit their friends, family and other ladies to be consultants, which reveals a pyramid structure when recruiting. According to Collins Dictionary of Business, multi-level marketing is “a system of selling a firm’s product which involves a ‘pyramid’ of sales persons. Persons sell the product to friends, acquaintances, etc. but are also offered a financial inducement to recruit other people as sales persons, who in return, recruit yet more sales persons” (2006, para. 1). The structure of this type of business is called multi-level marketing. Although each company does practice multi-level marketing, each company is not intertwined within a pyramid scheme. There are many rules within the structure of the business that allow financial freedom to all consultants rather than those individuals who are “directors” or “on top” of the pyramid. Certain qualifications occur in order for one to benefit from an individual’s recruit. It is of utmost importance to understand that although multi-level marketing appears to represent a pyramid structure, it is solely that. Multi-level marketing, like most companies, presents a recruiting structure that appears to be in the shape of a pyramid; MULTI-LEVEL MARKETING 5 however, the manner in which the company pays its consultants is not dependent upon the position in which one resides on the pyramid. One must understand the structure of multi-level marketing and the various structures it has from business to business in order to recognize the successful opportunity available to individuals. History Avon Avon was founded by David H. McConnell in 1886. During the 19 th century, his goal was to give women a chance at financial independence (Avon, 2014, para.1). Before 1886, “it was practically unheard of for a woman to run her own business. Only about five million women in the United States were working outside the home, let alone climbing the ranks of any corporate ladder” (Avon, 2014, para. 1). During this time period, the Industrial Revolution influenced women who were usually kept to certain occupations of monetary limitations, specifically in the United States. Women were mainly “confined to jobs in agriculture, domestic service and manufacturing, not exactly glamorous lines of work; the manufacturing sector, in particular, was notorious for its dangerous working conditions” (Avon, para. 1). In addition to the hazardous working conditions, women’s wages were quite lower than the men’s. Women were doing the same amount of work as men but were not being rewarded likewise. This perspective made McConnell determined to change this situation in the workplace. He desired to see women given permission to move up in power, both in society and in the business world. As a result, McConnell had a vision to alter scenarios like such in which women were involved. McConnell, the man behind Avon, was the son of Irish immigrants and MULTI-LEVEL MARKETING 6 grew up on a farm. Yet, it was this young man from rural New York, a visionary leader decades ahead of his time, who would become a pioneer in empowering women (Avon, 2014, para. 2). Who would have ever thought that a man would want to empower the lives of so many women? McConnell, who initially began his business as a perfume salesman, would provide an opportunity for women to create and manage their own business through direct selling (Avon, para. 2). The Beginning of Avon. McConnell made two crucial discoveries in his travels as a book salesman. The first discovery included his female customers’ being more interested in his perfume samples than the books he was selling. Perfume samples were created solely to attract females to his book selling business. Perfume became his initial selling point to women, which created a way for him to share both the products and career opportunity of his company. Secondly, McConnell sought after women who were struggling to pay their bills. A majority of these females had relatable qualities that made them approachable. These apparent characteristics allowed McConnell to foresee future Avon consultants’ selling perfumes (Avon, 2014, para. 2-4). McConnell’s First Sales Representative. McConnell encountered many obstacles to begin his business in the beginning; however, once the word began to spread about his business, women flocked to him for a job opportunity. The foundation of the company’s representatives began with McConnell’s first recruit, Mrs. P. F. E. Albee. Not only did he provide Mrs. Albee and other early representatives with earnings opportunity when employment options for MULTI-LEVEL MARKETING 7 women were extremely limited, he fostered a supportive environment with a familial feel. (Avon, 2014, para. 5) In just thirteen short years, McConnell developed his representative size to 5,000 (Avon, 2014, para. 5). Such growth comes from proper treatment and appreciation toward employees. For example, when representatives met a specific goal or moved up the career path quickly, he would reward them with gifts (Avon, 2014, para. 5). When employees were rewarded for doing their job with excellence, they were inspired to work harder for the company. When hard work and effort took place, the individual not only prospered, but the company did too. In return, the individual informed others of how the company treats its representatives. This treatment acted as an incentive for others to join. So, proper treatment not only helped increase the size of Avon’s representatives, but increased Avon’s reputation as a company. It is important to note that the structure of Avon consists of multi-level marketing. When a representative of the company recruits another individual to sell Avon on his/her team, a pyarmid-like structure is created concerning the manner in which the recruiting occurred; however, the position in which one sits on the pyramid is not essential. Although a pyramid-like structure is present in the midst of recruiting, a pyramid scheme is not present because the money one makes is not affected by one’s position on the pyramid. Power of the Product and the People. To McConnell, the products and the people of the company were the center of success. He dedicated his life to ensuring that both the business and employees would be successful. Also, he devoted himself to a life of “inspiring the Representatives [of Avon]. McConnell also wanted to encourage the MULTI-LEVEL MARKETING 8 company’s employees, [who were the developers of the product], with the same positive spirit” (Avon, 2014, para. 7). Mc Connell, being the motivational leader he was, created a set of guiding principles to ensure that all Avon employees were happy, motivated and productive. The following are the guidelines: • Providing an earnings opportunity so individuals can achieve financial independence and enjoy all that comes with such an accomplishment. • Recognizing everyone’s unique contributions. • Giving back to the communities Avon serves. • Offering the highest-quality products with a guarantee of satisfaction. • Maintaining and cherishing the ‘friendly spirit of Avon’ (Avon, para. 8). McConnell believed that each person had the potential to be prosperous with this company. Creating the possibility for one to pursue prosperity was the gift McConnell gave to underappreciated women during the Industrial Revolution era. Now. Historically, Avon has “been one of the most admired companies in the world, with a legacy for strong corporate social responsibility programmes, empowering women by creating their own income streams and building their sense of self-worth” (Bartholomeusz, 2005, para. 1). The message Avon proclaims is that women can do anything to which they set their minds. However, Avon is experiencing difficulties reaching out to teenagers and the “emerging male market” (Bartholomeusz, para.