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 The marketing of network

Also called relational marketing, in English multi level marketing (M.L.M.), developed in 1931 with L ’ undertaken Stanhome (produced D ’ maintenance).

In 2004 one counts 55 million people of share the world who are active in the M.L.M (12 million in the USA, 170.000 in France). They were only 15 million in 1993. Some known actors: Stanhome (Yves Rocher group), Tupperware, Weightwatcher, Amway, Avon, Charlotte (underclothing) … Plus of 100 companies in France. This method of marketing proved reliable and progresses towards its phase of maturity, carried by the vagueness of the domestic industry, in a context of fall D ’ interest for the paid statute (little D increasingly weak ’ evolution, retirements, desire D ’ independence).

In France the law Madelin of 1993, by creating the statute of V.D.I., supports the creation of this type D ’ activity at the weak risk.

Advantages for L ’ undertaken:  to acquire customers whom publicity does not touch; to make economies on budgets publicity increasingly more expensive (150 000 € the spot of 30 second old pub on television at an hour for great listening – 1 franc million …) for a public increasingly parcelled out by the multiplication of the mediae.

Constraint for L ’ undertaken:  to propose services or products of quality (reliable) to preserve the link of confidence with the network.

Advantages for the representative:  opportunity of developing a business with the potential of remuneration quasi-unlimited, transmissible, international, with reduced investments and without legal responsibility towards the customers.

Constraint for the representative: follow-up of its business on 4 or 5 years, qualities of determination and D ’ organization necessary; formation with the coaching.

• ACN

All Communications Network (network of all communications).  Double its number of customers every two years in the world on average, is a figure D ’ increasing business of more than 40% each year. A little more than 2 million customers in 2006. Created in 1993. Present in 2007 in 19 country (America, Europe, Asia). A new country is open on average each year (in France since April 2004). Example: in Sweden in 6 years ACN became the 3rd mobile telephone operator (after Telia and Tele2). In France 150.000 customers (0.4% of the market of the Tel. fix) were acquired by ACN in 2 years and half: the French market is one of most promising (61 million D ’ inhabitants in our country against 9 million in Sweden for comparison).

Strategy: to equip L ’ worldwide déréglementés with the world (approximately eighty) in telephony and access Internet.

Policy: to be in the 10% less expensive of the market in volume for comparable products (the customer has “9 chances out of 10” to pay expensive elsewhere than at ACN); and to develop a relation between quality and the customer (hot line local with human contact).

“To industrialize management and to personalize the client relationship”.

Development: not to introduce a service before qu ’ it is completely made reliable (with aujourd ’ today for example the total grouping (“boxes” …) generates too many cuts and D ’ discomfort D ’ listening).

Partnerships: in France with Verizon (which rents the optical fiber network of Neuf Telecom).