การศึกษาการจัดการด้านการตลาดของเครื่องสำอาง ที่ใช้ระบบการขายโดยตรง / วิเชียร โรจน์สิงห์สวัสดิ์ = A study on marketing management of direct selling cosmetics / Vichien Rojanasingsawad
The role of cosmetics has been increasing and become indispensable to our social life for beautification for both women and men. During the past 7-8 years, direct-selling cosmetics have achieved considerable success. New sales methods and marketing techniques have been developed to cope with the increasing competitive market. Recently, Thai Direct Selling Association has been founded by a group of direct-selling companies of different type of merchandises to stabilise and develop the direct selling field. The purpose of this thesis is to study, compare and analyse the marketing management of direct-selling cosmetics i.e., Pola, Avon, Socear, Milfin, Labeila, Oriflame and Nutri-Meticso The findings reveal that factors of success comprise of, firstly, the quality of the products that create conviction and long term reliability to salespeople and consumers. Secondly, efficient support of marketing services, such as the provision of sales manual, selling aids, description of functions and sales promo¬tional literature etc., is another important marketing device assist and support sales productivity. Thirdly, there should be efficient sales management in order to obtain the most feasible sales manpower and then provide adequate training and motivation to stimulate effective salesforce. On the other hand, direct selling unfortunately contains some disadvantages which should be considered to be challenging to executives. They are: 1.High turnover rate of salespeople which is likely an usual event in direct selling. 2.Inevitable high sales promotion and administration expenses results in the high selling prices of product. 3.Late merchandise receipts due to the processive ordering and shipping system. 4. Good quality is an essential element of product, careless quality control or unsuitable product policy could be hazardous. 5.The direct selling is a communication business; therefore, external economical and social environment which includes culture, custom and people’sattitude, value are the important factors that influence the stability or development of direct selling system. The executive should, therefore, study the advantages and disadvantages which are the nature of direct selling so that they would perceive it with realistic and optimistic attitude. Suggestions are that: 1.Salesforce stimulation should rather be done by means of recognition and motivation (both cash and non-cash 2.Sales promotions should be planned and operated effectively. Proper and effective pricing stratigies should be implemented conformably with the high selling and promotional expenses. 3.Attempts should be made for research and development to innovate product strategies. 4.New techniques of processing orders and shipment system should be developed to improve distribution facility. 5.There should be measures arid organized mechanism to widespread publicise the advantages of selling career for the betterment of the attitude and value towards it. 6.There should be attempts to increasingly provide new services or knowledges concerning cosmetics or beautification Such as instructions for using cosmetics properly, make-up demonstration, method of supervision and protection of face or skin and so on, so that consumers would realize the betterment of benefits from direct selling. 7.There should be marketing information -system to research and analyze consumer market segmentation and buyer behavior so that^ adjusted marketing strategies could be implemented effectively.
