WO2006010191A1 - Procede de marketing - Google Patents

Procede de marketing Download PDF

Info

Publication number
WO2006010191A1
WO2006010191A1 PCT/AU2004/000984 AU2004000984W WO2006010191A1 WO 2006010191 A1 WO2006010191 A1 WO 2006010191A1 AU 2004000984 W AU2004000984 W AU 2004000984W WO 2006010191 A1 WO2006010191 A1 WO 2006010191A1
Authority
WO
WIPO (PCT)
Prior art keywords
rebate
suppliers
marketing
services
members
Prior art date
Application number
PCT/AU2004/000984
Other languages
English (en)
Inventor
Jagjit Singh Kaurah
Original Assignee
Market-Club Loyalty Program Pty Ltd
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Application filed by Market-Club Loyalty Program Pty Ltd filed Critical Market-Club Loyalty Program Pty Ltd
Priority to PCT/AU2004/000984 priority Critical patent/WO2006010191A1/fr
Publication of WO2006010191A1 publication Critical patent/WO2006010191A1/fr

Links

Classifications

    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising

Definitions

  • This invention relates to a marketing method.
  • it relates to a marketing method which can provide incentives for both suppliers of goods and services and purchasers of such goods and services which ultimately benefit both groups financially by virtue of increased sales for the suppliers and rebates for the purchasers.
  • the invention provides in one aspect a method of creating a chain of inducement for the marketing of at least one of products and services, wherein there are at least three members in the chain enrolled in a marketing scheme, comprising the steps of, creating a register of a plurality of members in the marketing scheme wherein the members comprise suppliers of, at least one of a product and service, and consumers of the at least one of a product and service, offering an incentive to a first member to introduce a second member to purchase the at least one of a product and service, from a first one of the suppliers, and recording the introduction of the second member by the first member to a first one of the suppliers as a rebate unit, wherein the incentive offered to the first member is based upon a purchase price of all products and services purchased by the second member from the first one of the suppliers as an introduction rebate from the first one of the suppliers and the second member obtains a purchase rebate on the purchase price from the first one of the suppliers.
  • a marketing entity may administer the scheme.
  • the marketing entity may be responsible for creation of the register ie. the marketing entity may record enrolment of members in the marketing scheme, and identities of the members and suppliers as a rebate unit when a purchase of at least one of the goods or services has been made in accordance with the scheme.
  • the marketing entity suitably arranges for collection and payment of rebates.
  • it may arrange for initially obtaining a primary rebate from a supplier in a rebate unit. This primary rebate may then be used to fund the payment of introduction rebates and purchase rebates to the first and second members respectively.
  • rebate payment in each instance may be different.
  • the supplier may pay a rebate to the marketing entity which may be payable in cash.
  • the primary rebate may be a cash amount calculated as a percentage of the amount spent by a member in purchasing goods or services from the supplier.
  • a percentage rebate between 1% and 10% more preferably between 3% and 6% may be involved.
  • the marketing entity may use the primary rebate supplied by the supplier to fund the payment of the introduction rebate and purchase rebate.
  • the marketing entity may retain a proportion of the primary rebate to cover administrative costs and provide for a profit margin leaving sufficient funds for payment of the introduction rebate and purchase rebate.
  • the introduction rebate and purchase rebate may be paid in the form of cash or credit. Alternatively they may be paid in any other form which could be considered to be an incentive to either the first or second member.
  • the introduction rebate and purchase rebate may comprise at least one of a cash payment, a cash credit, a credit for payment in relation to at least one of goods or services, and credit points redeemable for at least one of goods and services.
  • the marketing entity may pay each supplier an amount based upon the number of new members enrolled by a supplier without an introduction from a member. For example, a payment of between twenty cents Australian and five dollars Australian per new member may be given. More suitably, the amount may be between fifty cents and one dollar fifty Australian per new member.
  • the members of the scheme may be individuals or organizations.
  • the suppliers and first members may comprise educational organizations, marketing organizations, manufacturers, distributors, services providers, retailers, wholesalers, buying clubs, shopping centres, individuals and communications organizations.
  • the method of the invention may be used as an incentive scheme for employees ie. employees of an organization acting as the first one of the suppliers may be allowed to take up roles as first members in introducing second members to the scheme. This may entitle them to an ongoing rebate related to all purchases made by that second member through the first member's employer who happens to be the first one of the suppliers in the scheme.
  • Figure 1 illustrates a block diagram of a typical marketing scheme employing the method of the invention.
  • a typical array of suppliers and members who are purchasers involves a structure where there are basically three members in the supply chain from supplier to purchaser with a marketing entity for conducting the administrative arrangements for the scheme.
  • the supplier acts as an agent to enroll a member 2 as indicated by the sign up step 10.
  • member 2 may introduce a new member 3 to the supplier 1 by the introduction step 11.
  • the supplier 1 transfers information 16 identifying the fact that member 2 has introduced member 3 to the scheme to the marketing entity 4 and the relationship of member 3 as being introduced as member 2 to supplier 1 is permanently recorded on a register such as a computer database.
  • supplier 1 puts aside a proportion of the purchase cost (say for example 5%) and provides it as a payment 17 forming a primary rebate to be distributed and used by marketing entity 4.
  • marketing entity 4 makes a payment 18, as an introduction rebate to member 2 and a payment 19 as a purchase rebate to member 3. These payments will apply for the entire period supplier 1, member 2 and member 3 are enrolled in the scheme. Typically, where a 5% payment is provided by supplier 1, member 2 may receive an introduction rebate of say 1% and member 3 may receive a purchase rebate of 1% leaving the marketing entity to retain 3% of the total spent on goods and services by member 3 for profit and coverage of expenses.
  • the line represented by supplier 5 it can be seen by comparison with the line represented by supplier 1, where member 2 is the first member in line with the supplier, member 3 now becomes the first member in line and is in a position to make an introduction step 22 for a new member 8.
  • supplier 5 provides payment in the form of a primary rebate and information 51 to the marketing entity and the marketing entity distributes payments 52 and 53 to members 3 and 8 based upon the value of member 8's purchase of product and services from supplier 5.
  • member 8 then becomes first in line to supplier 6 in the introduction step 23 for member 9.
  • supplier 6 provides payment in the form of primary rebate 61 and information to the marketing entity 4 to enroll member 9 in the scheme. This is a prelude to allowing payments 62 and 63 to go to members 8 and 9 based upon member 9's purchases from supplier 6.
  • the number of suppliers and members can continue on indefinitely down the drawing page and each individual member has the opportunity of signing up as many new members with as many suppliers as they like, to obtain the benefit of incentives from a number of members and suppliers.
  • this structure limits the number of parties in the chain receiving rebates, thereby limiting the amount of extra cost associated with the scheme.
  • the scheme provides incentives for purchasing members, the suppliers to the scheme would anticipate receiving more opportunity for purchasers to purchase their goods and services thereby increasing their turnover and improving their overall profit margins.
  • the improvement in overall profit margin caused by increasing turnover should be sufficient to fund the primary rebates given to the members and the marketing entity by the suppliers. Even after funding the rebates there should be enough left from the overall profit increase to leave an extra amount of profit with the suppliers as well.
  • the marketing entity may provide a rebate to a supplier who signs up a new member without an introduction from a previous member.
  • the rebate may be between fifty cents and one dollar fifty Australian.
  • the rebate may comprise a percentage of that new members purchase value.
  • the transaction process is simple and customers are able to pay in the normal way ie, cash, credit card etc and MarketClub does not stop the members from participating in other schemes linked to Credit Cards as an example.
  • the customer would show their MarketClub card and the data would be captured by any of the following means:
  • MarketClub stand alone, smartcard terminal supplied by MarketClub.
  • the terminal simply connects to a phoneline, dials and downloads the transaction information to MarketClub servers once a day.
  • a MarketClub Virtual Terminal that operates as a PC program in a supplier's computer at the point of sale.
  • MarketClub can be used to advertise a supplier's business on its website and offer joint promotional opportunities.

Landscapes

  • Business, Economics & Management (AREA)
  • Engineering & Computer Science (AREA)
  • Accounting & Taxation (AREA)
  • Development Economics (AREA)
  • Strategic Management (AREA)
  • Finance (AREA)
  • Game Theory and Decision Science (AREA)
  • Entrepreneurship & Innovation (AREA)
  • Economics (AREA)
  • Marketing (AREA)
  • Physics & Mathematics (AREA)
  • General Business, Economics & Management (AREA)
  • General Physics & Mathematics (AREA)
  • Theoretical Computer Science (AREA)
  • Management, Administration, Business Operations System, And Electronic Commerce (AREA)

Abstract

L'invention concerne un procédé de création d'une chaîne d'incitation pour la commercialisation de produits ou de services, selon lequel au moins trois membres sont impliqués dans un schéma marketing. Ce procédé comprend les étapes consistant : à créer un registre (4) d'une pluralité de membres (1, 2, 3) dans le schéma marketing, les membres étant constitués par des fournisseurs (1, 5, 6) d'un produit ou d'un service, et par des consommateurs du produit ou du service ; à faire une offre d'incitation (18) à un premier membre (2) afin d'introduire un deuxième membre (3) pour l'achat du produit ou du service à un premier fournisseur ; et à enregistrer l'introduction du deuxième membre par le premier membre à un premier fournisseur en tant qu'unité de rabais. L'offre d'incitation faite au premier membre est fondée sur un prix d'achat de tous les produits et services par le deuxième membre au premier fournisseur en tant que rabais d'introduction (18) du premier fournisseur, et le deuxième membre obtient un rabais (19) sur le prix d'achat du premier fournisseur.
PCT/AU2004/000984 2004-07-26 2004-07-26 Procede de marketing WO2006010191A1 (fr)

Priority Applications (1)

Application Number Priority Date Filing Date Title
PCT/AU2004/000984 WO2006010191A1 (fr) 2004-07-26 2004-07-26 Procede de marketing

Applications Claiming Priority (1)

Application Number Priority Date Filing Date Title
PCT/AU2004/000984 WO2006010191A1 (fr) 2004-07-26 2004-07-26 Procede de marketing

Publications (1)

Publication Number Publication Date
WO2006010191A1 true WO2006010191A1 (fr) 2006-02-02

Family

ID=35785819

Family Applications (1)

Application Number Title Priority Date Filing Date
PCT/AU2004/000984 WO2006010191A1 (fr) 2004-07-26 2004-07-26 Procede de marketing

Country Status (1)

Country Link
WO (1) WO2006010191A1 (fr)

Citations (5)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
WO1996036926A1 (fr) * 1995-05-18 1996-11-21 Recognition Group Limited Systemes de commercialisation multiniveau
WO2000033272A1 (fr) * 1998-12-02 2000-06-08 Pinnacle Communications International, Inc. Marketing de reseau sur internet
WO2000058861A1 (fr) * 1999-03-30 2000-10-05 Dash.Com, Inc. Systeme et procede informatise de versement de commissions a des clients
JP2003006416A (ja) * 2001-06-26 2003-01-10 Garuman International:Kk ガルマンａｗマーケティングプラン
US20030182185A1 (en) * 2002-03-04 2003-09-25 Vivek Dodd Split incentive customer referral scheme

Patent Citations (5)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
WO1996036926A1 (fr) * 1995-05-18 1996-11-21 Recognition Group Limited Systemes de commercialisation multiniveau
WO2000033272A1 (fr) * 1998-12-02 2000-06-08 Pinnacle Communications International, Inc. Marketing de reseau sur internet
WO2000058861A1 (fr) * 1999-03-30 2000-10-05 Dash.Com, Inc. Systeme et procede informatise de versement de commissions a des clients
JP2003006416A (ja) * 2001-06-26 2003-01-10 Garuman International:Kk ガルマンａｗマーケティングプラン
US20030182185A1 (en) * 2002-03-04 2003-09-25 Vivek Dodd Split incentive customer referral scheme

Non-Patent Citations (2)

* Cited by examiner, † Cited by third party
Title
"AMWAYr(QUIXTARr)(TEAM OF DESTINYr)", 12 August 1998 (1998-08-12), pages 1 - 8, Retrieved from the Internet <URL:http//www.web.archive.org/web/http://skepdic.com/amway.html> *
DATABASE WPI Week 200315, Derwent World Patents Index; Class T01, AN 2003-153156 *

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