Class: CM 721 Ad Management
Doterra is a brand whose growth mirrors Apple's by becoming a billion-dollar company in seven years, and they could achieve it because, like Apple, they do not sell a product. They sell feelings. Specifically, they sell relationships and connections, and that is why they became the most successful essential oil company globally that uses multi-level marketing to sell its products. Founded in 2008 in Pleasant Grove, Utah, the name Doterra is the Latin derivative meaning "Gift of the Earth." Doterra sources, tests, manufactures, and distributes essential oils and related wellness products using over five million Doterra Wellness Advocates. The brand is active in 18 international markets and continues to grow. Doterra believes that "through the life-enhancing benefits of essential oils, Doterra is changing the world one drop, one person, one community at a time." The brand vision is communicated consistently across all touchpoints to establish a true feeling of belonging among consumers while building relationships with the Wellness Advocates. This business model effectively establishes the human connection and maintains that currency by choosing not to partner with retailers.
In Doterra's business model, the only way to sell the products is to inspire people to create meaningful relationships first, then educate and empower people with science, free classes, consults, and then sell the product last. Their Wellness Advocates use the approach of prepare, invite, teach, enroll, support, and they make sure that potential consumers are inspired and educated before engaging in a purchase. As Yohn (2014) quotes in her book, What Great Brands Do, "when your business is primarily based on knowledge, people- rather than products- become your brand," and this is precisely the approach of Doterra, as each customer's experience becomes the architecture of the brand experience. Using people to sell their products and create all the branding, Doterra is creating a passion-led grassroots movement to revolutionize the current healthcare paradigm from a reductionist and disease management approach to a holistic and preventative one.
The competition is intense because essential oils are gaining popularity and selling at mainstream grocery stores and gas stations. Young Living, the leading competitor, was founded in the same state but in 1993 with a broader selection of oils and uses multi-level marketing to sell the oils. Doterra would still view themselves as the premier leader because they preserve the core commitment of offering the best by choosing not to own any of their farms. That means co-impact sourcing and using plants that have only been growing indigenously using traditional farming methods and supporting the communities that live there. They partner with farmers in over 40 countries and work to reduce poverty in each area. Young Living uses both partner farms and seven corporately owned farms around the world. A critique is that by not owning the farms, they can not control the product, yet others view it as trusting and allowing the indigenous growers and plants a chance to restore sovereignty. The impact Doterra has on the industry is by leading and creating a standard of purity among consumers. Doterra's impact has changed the standard of purity in natural health and wellness. Those who take on the brand naturally turn into sellers of the product because Doterra would say when you are closer to nature, you are closer to oneself and one other. These are a few examples of how Doterra is a brand that sells connection and disseminates the values into the business model and branding.
