Estudio de las estrategias comerciales de las empresas multinivel en el Ecuador para el año 2022 en el sector de suplemento alimenticio.

Abstract

Multilevel marketing businesses are engaged in the sale of products or services through a network of independent distributors; In general, these types of organizations employ tactics in order to attract new allies and consumers. The objective of this study is to analyze the commercial strategies of multilevel companies in Ecuador for the year 2022, in the food supplement sector. The research maintained a qualitative, non-experimental, descriptive and inductive design; Documentary review and an interview applied to four representatives of each organization analyzed were used for data collection. The results indicated that these companies have maintained constant growth in recent years, being until 2021, Herbalife the leader in sales with a market share of 5.9%, which is also shared by Omnilife S.A.; while, 4Life until 2020 presented a higher financial profitability. With respect to the interviews, it was identified that the products offered by such companies enjoy high technology and quality, have an adequate compensation plan and highlight the importance of allocating more resources in the field of digital marketing, training and health campaigns. It is concluded that the commercial strategies used by these companies are digital marketing, influence marketing, 1 to 1 recommendation, the dissemination of testimonials through social networks, delivery of correct and true information, among others.