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Multi Level Marketing Společnosti Oriflame Petra Radilová

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Multi Level Marketing Společnosti Oriflame Petra Radilová Univerzita Pardubice Fakulta ekonomicko-správní Multi level marketing spole čnosti Oriflame Petra Radilová Bakalá řská práce 2011 Prohlášení autora Prohlašuji: Tuto práci jsem vypracovala samostatn ě. Veškeré literární prameny a informace, které jsem v práci využila, jsou uvedeny v seznamu použité literatury. Byla jsem seznámena s tím, že se na moji práci vztahují práva a povinnosti vyplývající ze zákona č. 121/2000 Sb., autorský zákon, zejména se skute čností, že Univerzita Pardubice má právo na uzav ření licen ční smlouvy o užití této práce jako školního díla podle § 60 odst. 1 autorského zákona, a s tím, že pokud dojde k užití této práce mnou nebo bude poskytnuta licence o užití jinému subjektu, je Univerzita Pardubice oprávn ěna ode mne požadovat p řim ěř ený p řísp ěvek na úhradu náklad ů, které na vytvo ření díla vynaložila, a to podle okolností až do jejich skute čné výše. Souhlasím s prezen čním zp řístupn ěním své práce v Univerzitní knihovn ě Univerzity Pardubice. V Pardubicích dne 31.3.2011 Petra Radilová Pod ěkování Ráda bych pod ěkovala panu Ing. Michalu Kub ěnkovi, Ph.D. za odborné vedení, cenné rady a p řipomínky při psaní mé bakalá řské práce. Pod ěkování pat ří i distributor ům spole čností Avon, Amway, LR Health & Beauty Systems a Mary Kay, kte ří mi ochotn ě poskytli informace o jejich činnosti v dané firm ě, čímž zna čně p řisp ěli k napsání této práce, nep řáli si však být jmenováni. Anotace Tato práce je v ěnována charakteristice multi level marketingu společnosti Oriflame. Práce se nejprve zabývá obecn ě marketingem, blíže pojednává o multi level marketingu, osobním a p římém prodeji a direct marketingu. Praktická část obsahuje rozbor personálních činností kosmetických poradc ů Oriflame a porovnání s hlavními konkurenty. Klí čová slova marketing, multi level marketing, p římý prodej, osobní prodej, direct marketing, distributor, rozbor personálních činností Title Multi Level Marketing of Oriflame Company Annotation This work is devoted to characterizing the multi level marketing of Oriflame company. At first the work deals with marketing in general, it takes closer look at dealing with multi level marketing, direct sale, personal selling and direct marketing. An applied part icludes an analysis of personal activities of Oriflame beauty consultans and compares the main competitors. Key words marketing, multi level marketing, direct sale, personal selling, direct marketing, distributor, analysis of personal activities Obsah ÚVOD .................................................................................................................................................. 10 1 MARKETING A JEHO NÁSTROJE ................................................................................................... 11 1.1 POJMY MARKETINGU ...................................................................................................................... 11 1.2 PRINCIP MARKETINGU .................................................................................................................... 13 1.3 MARKETINGOVÝ MIX SLUŽEB ........................................................................................................... 15 2 MULTI LEVEL MARKETING ........................................................................................................... 17 2.1 PRINCIPY A ZÁSADY MLM ............................................................................................................... 17 2.2 VÝHODY A NEVÝHODY MLM ........................................................................................................... 19 2.2.1 Výhody multi level marketingu ............................................................................................ 19 2.2.2 Nevýhody multi level marketingu ........................................................................................ 20 2.3 MULTI LEVEL MARKETINGOVÉ SPOLEČNOSTI ........................................................................................ 21 3 OSOBNÍ PRODEJ .......................................................................................................................... 23 3.1 NÁSTROJE KOMUNIKACE ................................................................................................................. 23 3.2 OSOBNÍ PRODEJ ............................................................................................................................ 24 3.3 PŘÍMÝ PRODEJ .............................................................................................................................. 25 3.3.1 Členění přímého prodeje ...................................................................................................... 26 3.3.2 Výhody přímého prodeje ...................................................................................................... 26 3.3.3 Nevýhody přímého prodeje .................................................................................................. 27 3.4 ASOCIACE OSOBNÍHO PRODEJE ......................................................................................................... 28 4 DIRECT MARKETING .................................................................................................................... 30 4.1 FORMY DIRECT MARKETINGU ........................................................................................................... 31 4.2 DŮVODY PRO DIRECT MARKETING ..................................................................................................... 33 4.3 NEVÝHODY DIRECT MARKETINGU ...................................................................................................... 34 5 SPOLEČNOST ORIFLAME .............................................................................................................. 35 5.1 ORIFLAME VE SVĚTĚ ....................................................................................................................... 35 5.2 ORIFLAME V ČR ............................................................................................................................ 35 5.2.1 Vize a zásady firmy ............................................................................................................... 35 5.2.2 Oriflame pomáhá ................................................................................................................. 36 5.2.3 Známé tváře ......................................................................................................................... 36 5.3 MARKETINGOVÝ MIX SPOLEČNOSTI ORIFLAME ..................................................................................... 37 6 ROZBOR PERSONÁLNÍCH ČINNOSTÍ ............................................................................................. 39 6.1 KOSMETICKÝ PORADCE (KP) ............................................................................................................ 39 6.2 MOBILITA PORADCŮ ...................................................................................................................... 39 6.3 ŘÍZENÍ PRACOVNÍHO VÝKONU .......................................................................................................... 40 6.4 VZDĚLÁVÁNÍ A ROZVOJ PORADCŮ ...................................................................................................... 42 6.4.1 Školení pro KP ....................................................................................................................... 42 6.4.2 Školení pro skupiny ............................................................................................................... 44 6.5 PRACOVNÍ VZTAHY ......................................................................................................................... 44 6.5.1 Sponzorování ........................................................................................................................ 44 6.5.2 Spolupráce v místě odběru ................................................................................................... 45 6.6 PRACOVNÍ PODMÍNKY .................................................................................................................... 46 7 HLAVNÍ KONKURENTI .................................................................................................................. 47 7.1 SROVNÁNÍ ................................................................................................................................... 48 7.1.1 Registrace nových členů ....................................................................................................... 49 7.1.2 Katalogový prodej ................................................................................................................ 50 7.1.3 Odměňování ......................................................................................................................... 52 7.1.4 Objednávání zboží ................................................................................................................ 55 8 ZHODNOCENÍ, DOPORUČENÍ A NÁVRHY ..................................................................................... 57 9 ZÁVĚR ......................................................................................................................................... 59 POUŽITÁ LITERATURA ......................................................................................................................... 60 PŘÍLOHY .............................................................................................................................................
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