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  • 1. Ganoderma lucidum, King of Herbs FUNGUS OF THE CENTURIES Ganoderma lucidum, King of Herbs FUNGUS OF THE CENTURIES F R O M M Y S T E R Y T O S C I E N C E SPECIALEDITION
  • 2. 2    OBTAINER WORLDWIDE editor´s note// COVER Ganoderma lucidum - a macrofungus in the Chinese art and mythology and today‘s studies. In the present issue we have evaluated the effects of the Ganoderma L. and its dietary supplements. Health Is Wealth Perhaps the three words which you have just read seem to you to make up a very unlikely combination of subjects. And yet health and wealth are surely two of the most important things in life. Think of health as a financial asset, just like stocks and bonds. It decreases the odds of costly medical bills today and/ or later in life. Without good health, you can't earn an income and build wealth. Health and wealth are thus both important resources for living a happy and successful life. HEALTH AND WEALTH ARE RELATED IN MANY WAYS. Research data indicate that four factors strongly predict hap- piness and well-being in most cultures: health, economic sta- tus, employment, and family relationships. Studies indicate that people are happier when they are healthy, employed, married or in a long-term committed relationship, and finan- cially secure. Are you looking for ways to enhance your abundance of health and wealth? You are invited to explore this special edition of our OBTAINER magazine on the malaysian company DXN for effective alternatives that address everyone who wants to dis- cover health and wealth. MERELY AN ABSENCE OF DISEASE DOES NOT NECES- SARILY MEAN THAT YOU ARE HEALTHY. It’s true that sometimes diseases strike us when we least expect it even when we do everything right as far as staying healthy is con- cerned. Indeed, a wise man once truly said “Health is Wealth”, for there is nothing worse than feeling ill at ease. Illness and diseases not only make you dependent on others, they also rob you of your zest for life. Why not take measures to ensure a long, happy, self sufficient and healthy life? What if in addi- tion to transforming your finances and your health, you also became part of a community of people engaged in making a positive difference on the planet. Would that interest you? Well, now you have a choice, it´s not only an option. Find out more about DXN! It is my sincere hope that you will find help, information and resources that will help you in making informed decisions about your process of improving health and creating wealth. Better health and wealth is truly your decision. BESTWISHESFORFUTURESUCCESS. BEHEALTHY, WEALTHY,ANDHAPPY!LETHEALTHCREATEWEALTH. Michael Sander Founder of OBTAINER MEDIA
  • 3. OBTAINER WORLDWIDE    3
  • 4. 4    OBTAINER WORLDWIDE content// 6  GANODERMA LUCIDUM  A therapeutic fungal biofactory The biological activities reported of preparations from Ganoderma are remarkable and given most emphasis herein as distinct from structure/activity information. 20  NETWORK MARKETING  Marketing of the future - Marketing has long been transformed from an operational marketing instrument into universal “social engineering.” A web made up of relationships, networks and interactions has come to guide the whole of economic life. 28  SUCCESS STORY Bhanu Bhakta Dhamala - After working in his profession for 10 years it became clear to Bhanu Bhakta that he wouldn’t be able to realize any of his dreams if he continued doing what he had been doing.
  • 5. OBTAINER WORLDWIDE    5 38  MORINDA CITRIFOLIA   Noni - From Polynesian healers to health food supplements . The knowledge on the chemical composition of Noni fruit has considerably increased over recent years. A number of in vitro and, to a certain extent, in vivo studies demonstrate a range of potentially beneficial effects. 32  DXN INCENTIVE TRIP  Nepal - A complimentary trip of 5 nights & 6 days to Nepal organized by DXN Middle East was an unforgettable experience for the DXN Achievers across the Gulf.
  • 6. 6    OBTAINER WORLDWIDE COVERSTORY Fungus of the
  • 7. OBTAINER WORLDWIDE    7 No other fungus on the planet exhibits such a wide range of effects and possible applications nor is used as a natural remedy for so many health problems as the Reishi, which, when translated, means “the mushroom of immortality”. Above all else, it has proven itself as an elixir in the maintenance of good health and also leads to a noticeable improvement in vitality! e Centuries R eishi (lat. Ganoderma lu- cidum) really is something special. Being neither a plant nor animal, Reishi has been placed - as well as all other fungi/mushrooms - in a kingdom of its own called Myceteae. Reishi is, first and foremost, a food. It is of the fungi class, a mushroom that grows on dead tree stumps and logs. It has amazing proper- ties for health and vitality.While Reishi has been used in China for centuries, it’s rather new to the rest of the world. Due to its tremendous health benefits, use is escalating. Its bioactive substances are of extreme importance not only from a pharmacological point of view but also in nutritional-physiology. The substanc- es contained within this mushroom are so well combined that they ensure high biodiversity and efficacy (exploitability of a substance in the body). According to folklore, Reishi has been used in Asia as a natural remedy for thousands of years. Ganoderma lucidum is its scien- tific name, it’s known as Reishi in Japan and is called Ling Zhi in China. This name signifies the huge appreciation people had and continue to have for this Ling Zhi is an integral part of culture and the arts on the Orient. Since the first Chinese dynasty, paintings, embroideries, buildings, and sculptures of the gods and immortals have depicted Reishi as a symbol of divinity, longevity and good fortune. Ganoderma lucidum - King of Herbs
  • 8. 8    OBTAINER WORLDWIDE mushroom. Old Chinese Masters used to say Ling Zhi (“beau- tiful flower” when translated) could even “wake a person from the dead and get them back on their feet” and it has therefore been celebrated for centuries as a symbol of success and joie de vivre. Ling Zhi is a unique product that bears the proud title medicine of eternal life. It is a natural organism with re- cycling properties, which provide it with its own nutrition, as Reishi never rots and never looses its form, even when dried. In the Pen Ts’ao Kang Mu (a.D. 1578), China’s most famous pharmacopoeia, it states that “continued use of Ling Zhi helps reduce weight and increases life expectancy” (Huang, 1993). At this time, it was thought the pharmacological effects of Ling Zhi were due to its color. Ling Zhi actually exhibits many dif- ferent features, which are dependant upon the region in which it grows (Jong and Birmingharii, 1992). During the Ming Dynasty (1368-1644), it was called Qi Zhi or “red mushroom”. It was said that it was good for the heart (Yeung, 1985). In tra- ditional Chinese medicine, Ling Zhi is classified in the high- est class of the tonic. There are many Chinese and Japanese reports about people with cancer or other degenerative dis- eases’ embarking on long trips in an attempt to procure Ling Zhi. According to old tales, Chinese Emperors deployed entire fleets to find Ling Zhi. It was regarded, even before ginseng, as the most important imperial elixir in China, the weight of which was measured in gold due to the rarity of the fungus (in Japan it was aptly referred to as the phantom mushroom). When the mushroom was procured, its powers were heralded COVERSTORY in poems and celebrated at lavish parties. Finding a Ling Zhi was always considered a good omen. The mushroom wasn’t only used as medicine. It served as a talisman and was consid- ered a symbol of immortality in Taoist circles. In addition, it was hung above doorways and beds to ward off demons and evil spirits. As a result, it was also immortalized on porcelain, jade carvings, jewels, carpets, drawings and pictures. Reishi - in a genius of its own The most ancient herbal book in China states: “From the up- per class of elixirs there are one hundred and twenty kinds, whose task is to rule like the king. They control the mainte- nance of human life and correspond to heaven. They are not poisonous, regardless of what amount or regularity they are consumed. Do you want to alleviate your body and strengthen your powers, and do you want to live long without aging, then use this remedy!” The most important of these was the Ling Zhi, even before the legendary ginseng. From today’s perspec- tive, these venerations are easily determinable. As almost everything that was written about the effects of Reishi in an- cient China can be backed by present day scientific studies. Back then, the term “immune system” was not understood. However, this is what they were referring to when they wrote: “The Reishi mushroom helps overcome illnesses and increas- es the life expectancy of humans.” Today it has been proven that it has preventative effects as well as healing properties. In any case, it supports the energy system of our bodies and helps us to remain healthy or to become healthy once again. Even its exterior is impressive - which often also secures the mushroom a decorative place in a flower arrangement! The stem of the young mushroom grows like a finger to a length of around 15 cm from the substrate, eventually branches off and often forms a kidney-shaped cap. This cap can be up to 1-3 cm thick. The stem is initially bright yellow in color but gradu- ally turns a deep dark red. Extremely impressive, however, is its shiny almost varnished-like appearance. In earlier times, the most sought after specimens were those that resembled antlers. For such an “antler mushroom” vast sums of money were paid. When dried, the mushroom lignifies. Its consisten- cy then resembles cork, it has a slightly bitter taste and emits a pleasant aromatic smell. The red Ling Zhi is considered to have the most healing properties. This variety is also used for healing purposes and is grown in cultures.
  • 9. OBTAINER WORLDWIDE    9
  • 10. 10    OBTAINER WORLDWIDE G anoderma lucidum has gained wide popularity as a health food because of health-stimulating prop- erties and valuable health effects. In its main area of distribution, the moist costal region of China, the Reishi is rare. The difficult conditions needed for ger- mination are reason for this. Reishi place quite special demands on the air, tem- perature and humidity. Since the 1970’s, the optimal conditions for germination could be replicated under laboratory conditions. Since then, it has been pos- sible to cultivate the Reishi that had pre- viously only been available to a wealthy class in Asia, therefore, making it acces- sible to more people. In 1997, worldwide Distribution and Cultivation production had already reached 4,000 tons. This meant that around 4 million people were able to consume Reishi or Reishi products on a regular basis. Once rare and expensive, Ganoderma, known as magical mushroom, is now effectively cultivated and is readily available. The structure that we call a mushroom is, in reality, only the fruiting body of the fungus. The vegetative part of the fungus, called the mycelium, comprises a system of branching threads and cord- like strands that branch out through soil, compost, wood log or other ligno- cellulosic material on which the fungus may be growing. After a period of growth and under favourable conditions, the established (matured) mycelium could produce the fruit structure which we call the mushroom. Mushrooms are devoid of leaves, and of chlorophyll-containing tissues. This renders them incapable of photosynthetic food production. Yet, they grow, and they produce new biomass. For their survival, for their growth, and for their metabolism, they rely on organic matter synthesized by the green plants around us, including organic products contained in agricul- tural crop residues. The organic materi- als, from which mushrooms derive their nutrition, are referred to as substrates. A Reishi farming is both a science and an art. The science is developed COVERSTORY
  • 11. OBTAINER WORLDWIDE    11 through research, and the art is per- fected through practical experience. However, cultivation requires precision. Indeed, it is not as simple as what some people often loosely stipulate. It calls for adherence to precise procedures. DXN, a company from Malaysia, thus succeeded in cultivating the Resishi us- ing rubber wood, rice chaff and water to form the organic substrate for the Ganoderma to grow. This method pro- duces more than 200 kinds of primary and secondary elements, such as en- zymes, co-enzymes, amino acids, vita- mins, carbohydrates and other trace el- ements which help to improve the crop’s quality, quantity, growth and resistance to pests. The mushrooms are cultivated under extremely hygienic standards in order to protect them from bacteria and pet infestations. The mixed substrate is filled in polyethylene bags, capped to prevent contamination, then steril- ized in autoclave at 121 degrees Celsius for two hours, a process, which doesn’t destroy the nutrients. After cooling, the substrate is inoculated with selected matured spawn under aseptic condi- tions. The polyethylene bags containing the inoculated spawn are then placed in the sheds for a period of ninety days. In DXN’s sheds, optimal growing con- ditions are procured at 26-27 degrees Celsius. Full maturity is indicated, when the cap is completely reddish brown and spores are shed on the top of the cap. Harvesting is done by tight plucking, holding the root with one hand and pull- ing up with another and no residual bud is left after harvesting. As a result, no en- vironmentally unfriendly factors are to be reckoned with. After harvesting, the Reishi mushroom is sliced and dried and ground to powder. The DXN Ling Zhi farm covers an area spanning 34,000 m² and is the first processing plant for Ganoderma in Malaysia to be awarded MS ISO 14001:2004 certification from Lloyd´s Register Quality Assurance since July 2000. This ensures that all activities in cultivating Ganoderma meet the MS ISO 14001:2004 standard and com- ply with legal requirements by the Department of Environment. InNovember2007,DXN’sLingZhiFarm was accredited the Malaysian Organic Scheme (Skim Organik Malaysia) cer- tification by Department of Agriculture, Peninsular Malaysia (Jabatan Pertanian Semenanjung Malaysia), conforming to the standards of MS 1529:2001 and of a certified organic farm.
  • 12. 12    OBTAINER WORLDWIDE Worldwide recognition of the vital prop F or over 4,000 years, is has been said that the Reishi posses magical powers - today these powers have been scientifically proven. The Japanese govern- ment has added the Reishi to the official list of can- cer drugs. It may seem surprising that in the Western world not that much has been known about this popular, acclaimed natural remedy until recently - after all, in Japan alone cur- rently over 770 million US Dollars is turned over annually from products manufactured from Ling Zhi and other healing mushrooms. There is, however, a simple explanation for this: Up until recently, only a very limited amount of Ling Zhi was available. Only over the last few years has it been made pos- sible to cultivate the mushroom professionally on a large scale basis. Since then, the number of scientific investigations into this traditional natural remedy has increased exponentially. Today it is therefore clear: Ling Zhi is, firstly, completely non- toxic and as a result can be consumed in any quantity with no time restrictions. Secondly, as a nutritional supplement, it can help protect against a large number of illnesses - includ- ing cancer. COVERSTORY
  • 13. OBTAINER WORLDWIDE    13 perties of the Reishi
  • 14. 14    OBTAINER WORLDWIDE About 20 years ago, a real vital mushroom boom began in the USA. Here the healing mushrooms were most often used as nutritional supplements or as slimming products. Crossing on their way to America, the demand for healing/vital mushroom products also increased in Germany. Since that time, hun- dreds of holistic doctors and healers have been using Reishi as a universal natural remedy in fighting many complaints and illnesses. Reishi are grown in culture, dried, processed to capsules, powder or granulate and sold as a supplementary vital supplement, in support of a healthy diet. In Japan, the Reishi mushroom is approved as medication in the treatment of cancer. Scientific findings impressively depict the potential of this amazing mushroom. In traditional Chinese medicine (TCM), it has been utilized as a versatile remedy for quite some time. Ganoderma Lucidum is known as the “divine mushroom of immortality” in Japan. “Ling Zhi”, which is also known as Reishi, is one of the most acclaimed mycoceutics in Asia. The Japanese doctor, Dr. Fukumi Morishige, observed that con- suming Ling Zhi / Reishi was of particular benefit over the course of illnesses that are associated with a lowered immu- nologic state (e.g. rheumatoid arthritis, chronic bronchitis, hepatitis). Important substances in Reishi Reishi contains vitamins, minerals, trace elements, rough- age, essential amino acids and secondary substances with high bioactivity in a unique form. Two groups of substances are, however, of particular importance. On the one hand, it is the polysaccharides that can activate the human immune system, strengthen and stabilize the body’s defense forces and increase the ability of the body to successfully cope with the varying attacks from our surrounding environment. On the other hand, it contains triterpenes, also known as bitter sub- stances, a group of active natural compounds found in most plants. As with most beneficial substances in plants, it pro- tects the plant from microbial infection. The triterpene found in Ganoderma is known to play various important roles for the well being of human body. For biochemists and pharma- cologists, Reishi is a biological “power packet”. It still hasn’t yet revealed all its secrets and with future investigations more interesting findings are most definitely to be reckoned with. “Let your food be your medicine, and your medicine be your food.” — Hippocrates, the father of modern medicine 460-377 BC COVERSTORY
  • 15. OBTAINER WORLDWIDE    15
  • 16. 16    OBTAINER WORLDWIDE Scientific investigations confirm important properties of vital mushroom After successfully cultivating the Reishi, extensive biochemi- cal and pharmacological investigations into the substances contained within the mushroom and their medicinal effects were carried out. Since then, numerous clinical studies have confirmed many of the traditional uses of the mushroom, which were gathered over the centuries. It provides people with an additional high-quality vegetable, and enriches the diet with high-quality proteins, minerals and vitamins which can be of direct benefit to the human health and fitness. The extractable bioactive compounds from the Reishi can enhance human immune system and improve quality of life. Studies emphasized by the Professor and Mycologist, Jan Lelley, in his book The healing power of fungi are being sited here in lieu of those available: In seven Chinese hospi- tals, the effects of the Ling Zhi mushroom on both cholester- ol level and the cardiovascular system were investigated. In 68 % of the patients, a reduction in the LDL cholesterol level was achieved, after they were administered Reishi for 1 to 4 months. 90 % of those treated also suffered from coronary heart disease. In more than three quarters of these patients’ ongoing reviews with the aid of an ECG revealed clear im- provements in their conditions. The basidiocarp, mycelia and spores of Ganoderma lucidum con- tain approximately 400 different bioactive compounds, which mainly include triterpenoids, polysaccharides, nucleotides, ste- rols, phyto-steroids, fatty acids, proteins/peptides and trace el- ements which have been reported to have a number of health- enhancing benefits. Reishi is regarded as healthy food or as so called functional food. The extractable products from Reishi, de- signed to supplement the human diet as an enhancement of health and fitness, can be classified into the category of dietary supple- ments or mushroom nutriceuticals. Dietary supplements are in- gredients extracted from foods and herbs that are taken without further modification. Mushrooms constitute a most rapidly gro- wing new food category, which the current health-oriented public is increasingly enjoying. COVERSTORY
  • 17. OBTAINER WORLDWIDE    17 Reishi - a potent pharmacological macrofungus As before, most of the studies on Reishi are undertaken in Asia and the USA. Despite great skepticism at the onset, con- ventional Western medicine and naturopathy has come to ap- preciate the amazing properties of the vital mushroom. Reishi has also been added to the American herbal Pharmacopoeia and Therapeutic Compendium. Nutritional value of Reishi The Reishi mushroom has attained an unparalleled reputa- tion in the Orient as the ultimate herbal substance. To the Chinese, the nutrition health benefits of mushrooms include promoting vitality and good health. It is considered a super- food because it is so highly nutritious. Over 300 reports have been published concerning the chemical constituents of the red Reishi. The fruiting body, mycelia and spores of Reishi contain approximately 400 different bioactive compounds. This prized fungus contains several health benefits for our body. As a food, it is rich in protein, contains 18 amino acids, Potassium (K), Magnesium (Mg), Calcium (Ca), Germanium (Ge) alongside other essential micronutrients, including vita- mins and minerals. The potency of Reishi mushrooms is usu- ally based on its level of triterpenoids. One can determine the level of this by tasting it. The more bitter it is, the higher the level of triterpenoids. Because Reishi is a polypore, (a group of hard, woody, bracket-like mushrooms) it is not eaten, but cut into pieces and made into a tea. Other popular forms of delivery are the water extracts and powders. Many people also use Reishi as a coffee substitute. The DXN products are thus an ideal way to consume Reishi.
  • 18. 18    OBTAINER WORLDWIDE The status of Reishi in the health food industry is unparal- leled. It is the culmination of the knowledge and wisdom of the East and West for 5,000 years. Its effectiveness as a health food has been demonstrated in over 30 years of modern sci- entific research, therefore proving that Reishi is totally free from any side-effects. For centuries, Reishi has been regarded as a symbol of happiness, longevity and even immortality. It has been gaining in popularity in recent years as a historically treasured herbal material. In traditional Chinese medicine (TCM) it’s still regarded as one of the most valuable herbal treasures to this day. The secret of success is knowing how to deal with your body to maintain peak health condition. The dictum Health is Wealth holds more truth now in a modern context than it did ever before. While medical science has progressed more than any- one could have ever imagined in treating disorders and dis- eases, the real challenge lies in prevention. The answer lies in looking to a system, which is naturally sustainable and adapt- able for all conditions and all body systems. Nevertheless, of course, modern-style research using contemporary scientific methods is now being carried out into the ways the mush- room works and into the possibility of using it to promote health. DXN remains in the forefront of bringing the benefits of the Reishi to the common man. An old Arabian Proverb says: “He who has health has hope, and he who has hope has everything.” COVERSTORY While medical science imagined in treating disord Dato' Dr. Lim Siow Jin DXN CEO
  • 19. OBTAINER WORLDWIDE    19 e has progressed more than anyone could have ever ders and diseases, the real challenge lies in prevention. References X.F.Baoetal.(2002):Purification,characterization,andmodificationofTlymphocyte-stimu- latingpolysaccharidefromsporesofGanodermalucidum.ChemPharmBull50:623-629. H. Hu et al. (2002): Ganoderma lucidum extract induces cell cycle arrest and apoptosis in MCF-7 human breast cancer cell. Int J Cancer 102:250-253. H. Lu et al. (2002): Prevention of development of N,N‘-dimethylhydrazine-induced colon tumors by a water-soluble extract >>from cultured medium of Ganoderma lucidum (Rei- shi) mycelia in male ICR mice. Int J Mol Med 9:113-117. D. Sliva et al. (2002): Ganoderma lucidum suppresses motility of highly invasive breast and prostate cancer cells. Biochem Biophys Res Commun 298:603-612. G. Szedlay et al. (2002): Is the widely used medicinal fungus the Ganoderma lucidum (Fr.) Karst. sensu stricto? Acta Microbiol Immunol Hung 49:235-43. S.P. Wasser et al. (1999): Therapeutic effects of substances occurring in higher basidiomy- cetes mushrooms: a modern perspective. Crit Rev Immunol 19:65-96. Y.H. You et al. (2002): Protective effects of Ganoderma lucidum polysaccharides peptide on injuryofmacrophagesinducedbyreactiveoxygenspecies.ActaPharmacolSin23:787-791. J. Zhang et al. (2002): Activation of B lymphocytes by GLIS, a bioactive proteoglycan from Ganoderma lucidum. Life Sci 71:623-638. H.S. Zhu et al. (2000): Effects of extracts from sporoderm-broken spores of Ganoderma lucidum on HeLa cells. Cell Biol Toxicol 16:201-206. M. Zhu et al. (1999): Triterpene antioxidants from G. lucidum. Phytother Res 13:529-531. Malaysian Journal of Science, 26 (2). PP 41-46. Hypoglycemic, Insulinotropic, and Cytotoxic Activity of Three Species of Ganoderma. Mhd. Saufi Bastami, SitiPauliena Mhd Bohari, WOng Mee Har, Mhd, Noow Wahab, Ariffi Suraya Rahmani, Nor Fadial Rajab, Mhajir Hamid, Malaysia. Acta Pharmacol Sin. 2004 Feb: 25(2):191-5 Hypoglycemic effect of Ganoderma lucidum polysaccharides. Shang HN, Lin ZB. Peking University Beijing , China J Ethnopharmacol. 2007 May 4;111(2):219-26. Epub 2006 Nov 21. Ganoderma lucidum polysaccharides enhance the function of immunological effector cells in immunosup- pressed mice. Zhu XL, Chen AF, Lin FB, Peking University, Beijing, China Int Immunopharmacol 2006 Feb;6(2):241-51. Epub 2005 Aug 30. Ganoderma tsugae supplementation alleviates bronchoalveolar inflammaiton in an airway sensitization and challenge mouse model. Lin JY, Chen ML, Chiang BL, Lin BF Dept of Food Science and Biotechnology, National Chung Hsing University, Taichung, Taiwan ROC Int Arch Allergy Immunol 2007;143(1):21-30. Epub 2006 Dec 22. Effects of triterpenoid- rich extracts of Ganoderma tsugae on airway hyperreactivity and Th2 responses in vivo. Chen ML, Ling BF, Dept of Biochem Science and Technology, National Taiwan University Taipei Taiwan ROC Mol Cell Biochem 2007 Jul;301(1-2):173-9. Epub 2007 Jan 12. Ganoderma lucidum poly- sachharide peptide reduce the production of proinflammatory cytokines in activated rheumatoid synovial fibroblast. Ho YW, Yeung JS, Chiu PK, Tang WM, Lin ZB, Man RY Lau CS, University of Hong Kong HK
  • 20. 20    OBTAINER WORLDWIDE „Marketing is Everything“ was the title of an article by Regis McKenna, probably the most significant marketing expert in the technology business, published in the “Harvard Business Review” in 1991. “In the long term every company is dependent on the fact that its customers speak well of the company and its products,” was his creed. And as early as 1986 McKenna, then marketing boss of Apple, was convinced “that soon no more computers will be bought without the customers getting a reference from a trustwor- thy person in their circle of friends.” “Recommendations and mouth-to-mouth propa- ganda are the most powerful form of communication in the business world,” is therefore McKenna‘s conclusion: “More powerful than any other form of promotion and PR.” NETWORK MARKETING OF THE FUTURE A nd indeed marketing has long been trans- formed from an operational marketing in- strument into universal “social engineer- ing.” A web made up of relationships, networks and interactions has come to guide the whole of economic life. But where did it begin? “Marketing” came along with the mass production of goods that started from the beginning of the 20th century as a result of industrialization. To position products on the markets and to awaken the customers‘ desire to buy new strategies were developed. Information and advertising received a completely new significance. So marketing was the response to the chal- lenges facing selling in the industrial age. However, “recom- mendation marketing” as we encounter it today in the form of “network marketing” or “multi-level marketing” (MLM) had not even been born 100 years ago. On the other hand “direct distribution” did already exist. Particularly in the distant regions of the USA “traveling sales- men” were not just a familiar feature of the B2B (business to business) scene, there were also representatives who sold their goods – household products just as much as insurance – directly to the end customers. But all these representatives were restricted by their “maximum possible sales limit.” W. Clement Stone, the doyen of the American insurance indus- try, described this limit in his book “The Success System That Never Fails”, published in 1962, as follows: “On the morning after the eventful day when I gained 122 customers I decided to duplicate myself – i.e. to build up a sales organization. At the end of that day I was happy but tired. I went to bed ear- lier than usual and also sold insurance policies in my dreams. Next morning it became clear to me that I had reached the upper limit for deals closed personally.” Since this “maxi- mum possible sales limit” coincides with the psychological and physical breaking point of the individual sales representa- MARKETING OF THE FUTURE
  • 21. OBTAINER WORLDWIDE    21 tive and it is therefore not possible to stabilize sales figures at this high level, the direct sales companies sought quite soon to break through this limit. The first step in this direction was found quickly – building a sales organization. But at first they only thought of using the experience and know-how of the top salesmen in order to train and impart skills to new sales- men. Since the trainers shared in the turnover of the salesmen they trained, the “maximum possible sales limit” was broken through for the first time. In this way the foundation stone was laid for a development that was to produce more millionaires than any other idea before or since! However, first of all the idea had to overcome a few “teeth- ing problems.” The way the concepts were originally “worked out” the trainers did not really have any interest in the sales- men they trained becoming trainers themselves since they did not earn anything from them anymore when that happened. This problem found an initial solution through the trainers re- ceiving an “overhead,” i.e. a commission on the total turnover achieved by the sales organizations of the executives they had trained. But very soon it was to become apparent that this too “fell short,” because the moment a new leader qualified in the depths of the organization this turnover was lost to the origi- nal trainer since the executive he had trained could now claim the “overhead” for himself. Only when the overhead started to be shared over several levels was a situation reached where executives had a genuine interest in helping new subordinates even if they had not personally recruited them. “Multi-level marketing” (MLM) was born. The first company that was already using and perfecting this system in the 1940s was a company called “California Vita- mins,” which, as can be guessed from the name, was active in the food supplement field. California Vitamins had recognized RECOMMENDATIONSAND MOUTH_TO_MOUTH PROPAGANDA ARE THE MOST POWERFUL FORM OF COMMUNICATION IN THE BUSINESS WORLD
  • 22. 22    OBTAINER WORLDWIDE that the “classical chain of distribution” (cf. Fig 1 on p. 24) was by far not as well-suited to the sale of products in need of explanation as direct sales where the product was presented to customers within their own four walls and reached the end customers from the producer with only one intermediary. In addition, California Vitamins was the first company to come up with the idea of selling customers who registered as dis- tributors the products wholesale and enabling them to benefit from successful recommendations – the evolution to “net- work marketing” was complete. The success of this new method of integrating the customers into a company‘s marketing was so overwhelming that it im- mediate found numerous imitators – and just as quickly nu- merous critics. After all, in those days communications were far from being as developed as today and the “informed con- sumer” was far from being a matter of course. A situation that was exploited by some “black sheep” in order to make a quick profit with utopian promises. Soon the concepts “snowball NETWORKING IS EVERYTHINGNETWORK MARKETING OFFERS EVERY PERSON THE OPPORTUNITY TO DEFINE THE BALANCE BETWEEN PROSPERITY AND FREEDOM FOR THEMSELVES PERSONALLY system” and “pyramid game” were on everybody‘s lips and hardly anybody was able to distinguish anymore where legal and legitimate sales ended and where fraud began. So in 1975 the time had come: With the “Pyramid Law” the “Federal Trade Commission” (FTC) sounded the charge against “structured marketing” as the multi-level marketing models had also come to be known. The FTC‘s main opponent was what was already at that time the largest network market- ing company in the USA, which today is still active in more than 80 countries and has more than 3 million distribution partners. After more than four years and legal costs amount- ing to several million dollars the Supreme Court ruled that the distribution system used by the company was not an “illegal pyramid system” but a permissible method of supplying end customers with a manufacturer‘s products. The criteria dis- tinguishing legality from illegality (cf. Fig. 2 on p. 25) were finally clearly defined. This legal decision laid the basis for the success of network marketing, which since that time has been MARKETING OF THE FUTURE
  • 23. OBTAINER WORLDWIDE    23 hastening from one record to the next – and that on a global scale! Not only in the USA and Canada, Europe and Australia has network marketing become firmly established but also in South America and the whole Asia-Pacific region and in the Middle East and Africa is advancing inexorably. I n actuality the process that is totally changing the working world and society has long started. The increasing mecha- nization and automation of many aspects of work has sim- ply made hundreds of thousands of jobs superfluous in the last decades. There has been one other comparably far-reach- ing transformation in the past: the “Industrial Revolution,” which in the 18th and 19th centuries led from an agricultural to an in- dustrial society. The rap- id technical development has in recent years forced many people to look for new jobs in the ser- vice sector. But even the transition to the service society still does not rep- resent the end of the de- velopment: Today we are standing on the threshold of the Information Age, i.e. that epoch where “knowledge” represents the central value when it comes to earning a liv- ing. This is, however, no reason to stick your head in the sand, particularly as – seen historically – every attempt to combat progress has been con- demned to failure. It is more sensible to take advantage of progress. Just as today machines already take over a lot of boring and exhausting work and thus create more creative space for people, with the transformation to a knowledge so- ciety it is also a case of not losing sight of the primary goal – the acquisition and distribution of prosperity – and placing the whole process at the service of humankind. Prosperity was the watchword of yesterday, is the watch- word of today and tomorrow it will still be the watchword of successful business ventures. Prosperity that wants to be acquired. In the business cycle employers generate funds, which then flow to employees – not just those of the employ- ers‘ own firms but also at suppliers, processors and service providers. With their work these employees secure the pros- perity of the employers. If this cycle is broken, then prosper- ity is jeopardized. Today one single company can make large profits with few employees – and this completely without suppliers or processors. The Internet and new information technologies make this possible. For this reason people will not in future be able to rely on getting a steady job some- where, but will have to look for their opportunity in other models of work. The “freelance” and the “temporary worker” are only two of numer- ous possibilities that are gaining more and more significance. People are required to reflect on themselves and their qualities. Then in the crisis the opportunity will indeed be planted to make good the short- fall in your wallet using your own initiative. Here network marketing may very well offer a genuine career opportunity. Be- cause expensive “high- power advertising” on TV and radio has long been out in many industries since the ratio of results to costs is not particu- larly good. Nevertheless, the advertising cost of German companies alone amounted according to “Nielsen Media Research,” the leading media research com- pany worldwide, in 2008 to more than €21 billion and the trend is upwards. The sales strategies of network marketing companies mean they can dispense with such advertising budgets by transfer- ring the products directly to the end customer – unlimited timewise (no store opening times) and placewise (world- wide) – by means of “dialog-oriented distribution channels.” Costly traditional business is thus avoided. Only the success- ful recommendations of the distributors, i.e. genuine sales,
  • 24. 24    OBTAINER WORLDWIDE are paid for in the form of commissions according to each company‘s individual remuneration scheme. These “soft sales” through recommendations and bridge-building are continuing their forward march. Network marketing have al- ready done pioneering work here in the past. Today, howev- er, in the age of “social networking,” when some people have more “friends” on Twitter or Facebook than some countries have inhabitants, this form of “person-to-person” promo- tion is becoming more important with each passing day! In times when their advertising presence has to become louder, gaudier and more original in order to draw customers “out of the woodwork,” network marketing companies are taking the direct route via “enthusiastic users,” who recommend the products and services warmly to their friends, acquaintances and business partners – and that completely free of charge! Particularly with products that require lots of explanation, ones that are difficult to sell without extensive information, a recommendation from a trusted person is all the more im- portant. The mistake of assuming that marketing is “done in the marketing department” is a fatal one. Modern mar- keting is no longer limited to the boundaries of your own company. It should be understood as a recurrent theme that pervades and activates the whole organization. But with this overall perspective marketing can no longer be considered the exclusive domain of a few particularly experienced mar- ket experts, such as the product manager or the marketing manager, or even of the distribution manager or the CEO. It has long become dangerous to rigidly separate “inside” and “outside.” Because the customer is becoming more and more a co-producer of the product, a “prosumer.” The idea of the company as a system interacting with its surroundings and of marketing as a co-designer of this life system leads to a considerably broadened concept of market- ing. A concept that has long been practiced in the network marketing industry. Here the variety of markets should not be ignored. Each market has its own logic that you have to be able to deal with as with the variety of different forms of behavior of target groups, market segments, partners and other participants in the market. An example of this would be the halal seal of quality (cf. OBTAINER WORLDWIDE, Issue No. 11/09, pp. 122 ff.) allocated to meat, condiments or cosmetics and recently also to financial products. T oday a good reputation is everything. News and ru- mors – both positive and negative – spread like wild- fire through the social networks. However, most peo- ple do not believe that they have influence on the decisions of others. Here consider for a moment: How often have you gone to the cinema, consulted a lawyer or booked a holiday as a re- sult of a recommendation? It is part of human nature to help other people and also to give unasked advice when you think it will be of use to the other person. But also recognition plays a great role here because, if we are honest, we recommend something good not only to help others but also to earn grati- tude and esteem. But who are these “others”? They are what is called a “network”: the totality of all professional and pri- Manufacturer Exporter Importer Wholesaler Customer Advertising Retailer Intermediary Fig. 1: Classical sales channel Manufacturer Independent distributor Customer Fig. 2: Direct sales channel 24    OBTAINER WORLDWIDE 12/2010 MARKETING OF THE FUTURE
  • 25. OBTAINER WORLDWIDE    25 vate contacts. Every single one of us has such a network – and the primary task of a “networker” consists of activating this network! Since time immemorial people have made alliances and joined together. They “network” both for economic and political reasons as well as social ones. Networks are gaining significance in both the professional and the private sphere and here the Internet as a medium of interpersonal communi- cation is playing an ever more important role in building and caring for relationships. These changes are also molding the essence of work. New forms of work emerge, e.g. working as a freelance in networks, of which “network marketing” is a part. The network – it is claimed – is the organizational form of the future and in the private sphere it is gaining significance just as much as within and between organizations in the realms of business, politics or civil society. But for self-confessed networkers that is nothing new. The task of a networker consists of organizing this networking. Networking partners share in the turnover generated in these networks in the form of commissions. People who decide as small businesspeople to enter network marketing are acting totally in line with the trend: the number of associates in- volved worldwide in the direct sales industry rose in the 20 years from 1988 to 2009 from 8.5 million to over 65 million! At the same time the percentage share of networkers has in- creased continually so than meanwhile only a maximum of 14 percent of all people working in sales are involved in “classical direct sales” – and over 86 percent in network marketing. ILLEGAL • No product, or product without any utility/demand, license fee • Recruitment of new partners earns commissions so that real sales become irrelevant (bounty) • The revenues of an authorized dealer are directly • reduced by the turnover commission for the • sponsor on the level above • The products are purchased from the level • above or are passed from level to level • with a mark-up • It is not possible to overtake participants on a higher level • “Devil take the hindmost“ • Contract penalties, minimum purchases, expensive course packages, high entry costs LEGAL • Product with utility and demand • Remuneration in network marketing is dependent on turnover: commissions only for product turnover • The contract is concluded with the network marketing company, settlement takes place centrally through the company • The products are purchased directly from the manufacturer – and this on all levels of the • hierarchy for the same price • It is possible to overtake participants on a higher level • Not the first, but the best is the best • Start-up costs are low: mostly you acquire a starter kit for less than €100 or $100 and for that you receive an equivalent in products, brochures, etc. 12/2010 OBTAINER WORLDWIDE    25
  • 26. 26    OBTAINER WORLDWIDE The future – that now seems certain – belongs to the networks. Whereas previously – in a market that covered a narrowly lim- ited area – the danger often arose that networks would topple into the negative and become a “tangle,” today – in a global- ized, open world market – the demands on all participants are above all molded by transparency and openness, which is why in the sphere of work highly professional behavior is the pre- condition for business success. Nevertheless, it is not permis- sible to equate “networking “ with “selling”! In the first place it is a question of building up a relationship and of anchoring yourself in people‘s memories through a self-confident and appealing manner, so that when a suitable opportunity arises they will remember the networker. Here what is important are not close friends or family members – what are called “strong ties” – but rather the “weak ties,” the friends of friends – or even their friends. It is not so much a question of direct con- tacts as of indirect ones – the contacts of contacts! That is the “art of linking.” For those who master this art success is a self- starter. Anybody at all who is unhappy with their present life situation will find in network marketing a way that promises positive change – and this to a great extent independently of the overall economic situation. In fact the turnover figures of the large networking companies show that since the start of the world economic crisis in September 2008 the industry has been on a course of stable growth – quite the opposite of gen- eral developments. Job cuts in other industries and wage and cost pressure on all dependent employees make the network marketing alternative appear more attractive from month to month – no matter whether as a second income or as a “full- fledged livelihood.” Ultimately there is only one single pre- condition in order to be successful as a networker and that is the willingness to learn everything necessary for success! Working in networks is based on trust and cooperation. Trust arises from being a reliable partner in your network. In a net- work there is no outside authority that can force you to do some job or another. That is why it is important that you know and feel yourself what things are all about before you enter a collaboration. It should be clear to you which interests coin- cide and where and what contribution you will be able to make to it. For this you have to know your own strengths. Then your contacts and your skills will advance with every step. Sometimes difficulties will appear and your networking part- ners will try to draw you into something that is not really your thing. Then you need the ability to recognize the lines of con- flict quickly and to find a solution that is satisfactory for as many participants as possible. To do so you must also make yourself aware of your skills. You have to know what you want and what you are able to do. Then it will be easy to define what you still lack in order to achieve your goal. In this manner you will acquire a sort of “mental shopping list” that will help you to take the first steps. Everything starts with communication. This is much more than just talking. It is the basis of understanding, clarification, adaptation and development. In our society many people find it difficult to really pay attention to others. But only good com- munication can lead a network to success. When do custom- ers speak positively about your company? When they get more than they expect. The magic formula of recommendation mar- keting and customer satisfaction is “expectation.” Frequently you do not have to do much research in order to find out what the customers want and how you can exceed these expecta- tions. Because quite seriously: As a rule your customers ex- pect no more than you also expect from other people! These are the “basic skills” – punctuality, friendliness, honesty and, of course, flawless performance or a product “that works.” These basic skills are the “duty” of recommendation market- ing and without them it will hardly be possible to achieve good mouth-to-mouth propaganda. A “better life” does not necessarily mean a bank account worth millions, a bigger house or a faster car. Network marketing offers every person the opportunity to define the balance be- tween prosperity and freedom for themselves personally. This is probably the real reason why today more and more people all over the world are living in line with the motto: Networking is everything! GOOD REPUTATION IS EVERYTHINGNEWS AND RUMOURS – BOTH POSITIVE AND NEGATIVE – SPREAD LIKE WILDFIRE THROUGH THE SOCIAL NETWORKS 26    OBTAINER WORLDWIDE 12/2010 MARKETING OF THE FUTURE
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  • 28. 28    OBTAINER WORLDWIDE By his own life alone Bhanu Bhakta Dhamala is already proof of how much the world has come together in recent decades. He was born in India, grew up in Nepal, works today full-time in the United Arab Emirates and we're reporting about his career in MLM from Germany. 28    OBTAINER WORLDWIDE 12/2010 One World, One Mushroom “Everybody can transform their lives” SUCCESS STORY A fter working in his pro- fession for 10 years it became clear to Bhanu Bhakta that he wouldn't be able to realize any of his dreams if he continued doing what he had been do- ing. If he continued working exclusively as an employee of a petroleum compa- ny, his dreams would remain mere aspi- rations without ever getting the chance to become reality. The father of three simply didn't earn enough money. “I was always broke and counting the days to my next monthly salary. Hence the extra income was my motivation to join MLM,” he told us. Today he conducts his business after work during his free time. In December 2002 Bhanu Bhakta came into contact with network market- ing for the first time. His first contact was with the Malaysian company DXN, which has meanwhile expanded into a global operation and is represented in 150 countries. “DXN distributes world- class organic, healthy day-to-day prod- ucts at affordable prices,” he explained to us. “There's a generous marketing plan and people with a professional at- titude associated with the company.” Nevertheless, Bhanu Bhakta left DXN again initially. Other networkers had made him believe that he could achieve a higher income with their company. However, he quickly realized that this was not the case: “Finally when I experi- enced they were not favoring me, instead they were favoring themselves, I started to concentrate only in DXN again by quitting the team and that company as well.” In addition, the efficacy and the great potential of the products drew him back to DXN. “And the fact that the ganoderma mushroom was able to help me get rid of my allergic sinusitis, my acidity and my fatty liver also made me return to DXN,” says Bhanu Bhakta with a smile. On top of this his business offers him a platform to extend his knowledge of the products and to share it with other people who are interested in a healthy, comprehensively supported lifestyle . The core of DXN's product range is ganoderma, an Asian mushroom that has been used in Asian medicine for thousands of years. It can be used as an extract or as a powder and supports the healing of many health problems. So it's no surprise that in addition to the clas- sical capsules containing the healing extract it's possible to find almost every conceivable opportunity to make use the healing power of the mushroom in DXN products from Ganoderma Coffee, via Ganoderma Vinaigrette to Ganoderma Toothpaste. Bhanu Bhakta doesn't just leave things at exchanging information about DXN's versatile products: He considers DXN's system to be just as recommend- able as it is promising. Anyhow he takes an extremely favorable view of network marketing. “Networking helps people to own their own business with a very small amount of money and to have a huge income to transform their lives to- wards prosperity after a period of time,” is his verdict, “and DXN enables people to change their lives.” Bhanu Bhakta tells of partners who have never been to school but, never- theless, have achieved a certain level in DXN's system and enjoy a handsome income (more than their salary) every month along with 2 % international profit sharing. Some of them have even become fulltimers to build up their busi- nesses. “All in all the DXN's success sys- tem represents a wonderful opportunity for 'lay people' who'd like to transform their lives because DXN's marketing plan is easy to follow,” summarizes Bhanu Bhakta and adds with regard to the whole industry: “This system is de- signed so as to provide maximum ben- efit to the end consumers and it helps unemployed people or even housewives to generate their own income and also to expand it on a large scale.” Asked what distinguishes his work as a sponsor, Bhanu Bhakta answers: “I stay with people until they can work independently by guiding them, help- ing them, motivating them and provid- ing informative materials and updates that are supportive for both online and offline business. However, their own initiative also plays a decisive role in be- ing successful in this business.” Bhanu Bhakta does everything in his power to support his business partners' own ini-
  • 29. OBTAINER WORLDWIDE    2912/2010 OBTAINER WORLDWIDE    29
  • 30. 30    OBTAINER WORLDWIDE tiative. Although in addition to ware- houses DXN also sets up its own offic- es large enough for big gatherings, he regularly conducts meetings in various hotels. “Here it's not just to make it easier for people to understand DXN's whole concept, but it also helps to cre- ate closeness to the leaders,” he says explaining his approach. And Bhanu Bhakta also holds seminars in hotels. This is a method that he successfully learned at his company: “DXN orga- nizes seminars in hotels by inviting various leaders from DXN and experts from prestigious organizations like Oxford and Harvard. I also duplicate this to channel the knowledge acquired from them to the lower levels because it helps people to be more professional at an economic cost.” In addition to seminars and meet- SUCCESS STORY ings Bhanu Bhakta has recently start- ed his own homepage (www.dxn2us. com), which contains all the relevant information including forthcoming training sessions. “On the basis of the knowledge I've gained from various leaders and professionals during my 8-year journey with DXN, I've cre- ated my own materials, which help people to understand very easily. I update and distribute them within my organization from time to time on pa- per, audio and video CDs and MP3s,” he told OBTAINER. Occasionally he holds telephone conferences for those partners who live far away in order to provide them with information about the products, the system and also the company. “This helps them to clear their doubts and go forward,” he says. And on top of that Bhanu Bhakta uses social media such as Facebook, Twitter or YouTube to reach and inform people he doesn't know personally yet. “This business is a helping business,” he says, “and this is my inner motivation. Everybody can transform their lives.” Through DXN Bhanu Bhakta has transformed his life on a lasting ba- sis. Since he has been running his own business, he has acquired more and more freedom. And he has got to know foreign countries. With DXN he's traveled through half of Asia and the Arabian region and now he's dream- ing of Africa, the USA and Britain. “I'd like to deliver a message through OBTAINER to the people associated with MLM: Keep going until you real- ize your dreams. But you have to be pa- tient,” he advises our readers, “because it takes time to succeed.”
  • 31. OBTAINER WORLDWIDE    31 “Keep going until you realize your dreams. But you have to be patient, because it takes time to succeed.“
  • 32. 32    OBTAINER WORLDWIDE INCENTIVE TRIP DXN Middle East Travel Seminar Incentive 32    OBTAINER WORLDWIDE 12/2010
  • 33. OBTAINER WORLDWIDE    33 e Trip 2010 To NEPAL A complimentary trip of 5 nights & 6 days to Nepal organized by DXN Middle East was an unforgettable experience for the DXN Achievers across the Gulf. 12/2010 OBTAINER WORLDWIDE    33
  • 34. 34    OBTAINER WORLDWIDE34    OBTAINER WORLDWIDE 12/2010 INCENTIVE TRIP
  • 35. OBTAINER WORLDWIDE    35 120 DXN Achievers hailing from different GCC Countries were part of this wonderful excursion which was conducted from October 22nd 2010 to October 27th 2010. Groups from different cities in the Middle East had arrived at Nepal Capital Kathmandu on 22nd October 2010 and en- joyed an exceptional welcome greeting at the Airport prear- ranged by DXN Nepal Members & the Tour Agent. Group had been taken directly for a lunch at one of the most premium traditional restaurants in Kathmandu where they had enjoyed a veritable feast of delicious dishes along with live cultural programmes performed by local artists. Group had checked into the luxurious Soaltee Crown Plaza 5 Star Hotel and at the night, a Welcome Gala Dinner had been arranged alongside the Swimming Pool. Next Day Morning Group had been taken for a Kathmandu City tour through the winding roads of the old city and visited the legendary Durbar Square, which is filled with many Hindu temples and smaller shrines. The oldest temple building there dates back about 1,000 years, and the most recent around 200 years. Then the group had visited 'Swoyambhunath Stupa' which is renowned as the Oldest Statue of Buddha. After the lunch, Group had visited the ancient city of Bhakthapur and the members were overwhelmed with amusement by witness- ing the beauty of traditional Nepal Architecture. Next Destination was Pokhara; a city surrounded by the Himalaya Mountains. On the way to Pokhara, group members had experienced a treasured Cable Car ride to Mankamana Temple situated at an altitude of 258 meters above the sea level. Lunch also was really unforgettable as it had been ar- ranged in a restaurant amidst the thick forest by the side of a Himalayan river. It was in the night that the group had checked into Fulbari Resort, Pokhara which is well-known for its garden surrounds with an eye-catching backdrop of Himalaya Mountains. 12/2010 OBTAINER WORLDWIDE    35
  • 36. 36    OBTAINER WORLDWIDE Next Day Morning, Mr. Osler Sto Thomas a very power- ful motivator from DXN Philippines who had joined the trip as a special guest, delivered an exceptionally set Motivation Speech to the Members in the Fulbari Resort Conference Hall. Then the group had proceeded for the Boat ride through the picturesque Fewa Lake of Pokhara. After the Boat ride, a bunch of adventurous people from the group had gone for Para Gliding and the rest have enjoyed their time in the Mountain Museum. With a good cause to improve the facilities of the Mountain Museum, group members have collectively contrib- uted the amount to buy a LCD Television for the Museum and handed it over to the Museum Authorities. Last day in Pokhara, group members had gone to view the Magical Panoramic Sun rise at Himalaya Mountains and most of them were spellbound as that was the most beautiful natural scenery that they had ever witnessed. Group had reached back at Kathmandu by evening, checked back in to Soaltee Crown Plaza and directly proceeded to the magnificent Conference Hall of Crown Plaza for the Conclusion Meeting Organized by DXN Nepal. Around 70 members from DXN Nepal have joined the conference along with the Middle East Achievers. During the conference, Middle East Achievers were really excited when they were explaining about the trip and each of them had expressed their immense gratitude towards DXN Nepal Members for the warm hospitality that they had shown. At the end of the conference, each group member is awarded with a certificate and 2 beautiful Souvenir Gifts pre- sented by DXN and by the Tour Agent. Conference followed by a scrumptious Buffet dinner. Final day of the trip was lively and eventful as the group members had gone for the Mountain Flight to see the tallest mountains in the world. One hour Mountain flight had gifted them with a breathtaking close view of the spectacular peaks including the highest peak in the world Mount Everest . With the mountain flight, tour programme had come to the wind- ing up stage. Even though the whole trip was filled with absolute fun and bliss, the farewell was really painful. With Tear filled eyes and shivering hands, group members had hugged each other before they depart to their respective countries; to the daily grind of life. 36    OBTAINER WORLDWIDE 12/2010 INCENTIVE TRIP
  • 37. OBTAINER WORLDWIDE    3712/2010 OBTAINER WORLDWIDE    37
  • 38. 38    OBTAINER WORLDWIDE Morinda citrifolia — From Polynesian healers to health food supplements Indian Mulberry, Mengkudu (Malay), Nonu/Nono (Pacific Islands), Noni (Tahitian) MORINDA CITRIFOLIA
  • 39. OBTAINER WORLDWIDE    39 M orinda citrifolia (noni) is one of the most im- portant traditional Polynesian plants. Rem- edies from isolated Polynesian cultures, such as that of Rotuma, illustrate traditional indi- cations that focus upon leaves, roots, bark, and green fruit, primarily for topical ailments. Anecdotally collected Hawaiian remedies that employ noni fruit illustrate changing usage pat- terns with shifts in recent times to preparation of juice made of ripe or decaying fruit. The knowledge on the chemical composition of Noni fruit has considerably increased over recent years. A number of in vitro and, to a certain extent, in vivo studies demonstrate a range of potentially beneficial effects. The plant indigenous to India, Malaysia, and Southeast Asia, is a Noni of evergreen ranging in size from a small bush to a tree 20 or 30 feet high. Approximately the size of a potato the Noni fruit has a lumpy appearance and a waxy, semi-translucent skin that ranges in color as it ripens from green to yellow to almost white. Na- tive Tahitians recognize it sight unseen because of the fruit’s rancid smell when fully ripe. This smell decreases some as the fruit is fermented and the juice is prepared. The taste is also improved during this processing. The Kahuna medicine men in French Polynesia and all others who‘ve already tried the “gift of the gods” once don‘t need to be convinced of the advantages of regular noni consumption. They know them from experience! And in this case it doesn‘t matter whether the beneficial effect of the South Sea fruit is caused primarily by its high enzyme content, the high propor- tion of the trace element manganese or the high concentration of iridoids. In the whole of the Pacific Region since time im- memorial innumerable myths and legends have been woven around the bulb-shaped fruit of the “Indian mulberry tree” – as Morinda citrofolia is also called – and the indigenous peo- ple have known about its healing power for generations. But our modern “medicine men” wanted, of course, to know more about “why”... and in the course of their investigations they first came across two enzymes they called proxeronine and proxeronase. Proxeronine is a colloid that, unlike most col- loids, contains neither sugars, amino acids, nor nucleic acids and thereby has been overlooked by most biochemists. This compound initiates the release of xeronine in the intestinal tract after it comes in contact with a specific enzyme which is also contained in the Noni juice. This particular chemical combination is believed to significantly affect cellular func- tion, which can determine a whole host of physiological re- actions. The enzymatic reactions that occur with taking Noni juice on an empty stomach is believed to set cellular repair into motion. MORINZHI Freshly squeezed Noni juice. Enriched with 100% pure and natural Roselle extract to enhance the nutritional benefits and taste. 2 tablespoons daily
  • 40. 40    OBTAINER WORLDWIDE MORINZYME Fermented Noni concentrate. Highly concentrated with fermented Noni to deliver the benefits of natural enzymes. NONIZYME Ready-to-drink fermented Noni. Packed in aluminium can for easier and more convenient consumption. Formulated using DXN advanced fermentation process. Enjoy the juice right from the can! For better result, Noni beverage is advised to be taken before meal. 2 tablespoons to a cup of water This prompted the researchers to undertake further analyses which granted them new, sensational insights year after year. For this reason we know today better than ever what exactly is in the noni and why DXN products achieve such outstand- ing results. Thus “Morinzhi” contains inter alia manganese, a trace element that according to scientists supports the main- tenance of healthy bones, promotes a balanced energy me- tabolism and protects cell tissue from oxidation damage. In addition to that the extraordinary amount of secondary plant metabolites, what are called iridoids, represents a quality fea- ture of noni products. These plant metabolites, which belong to the large group of terpenes or isoprenoids, are ascribed in- ter alia a strong anti-microbial effect. Noni fruit has excellent levels of carbohydrates and dietary fiber and is a good source of protein. Noni pulp is low in total fats. The main micronutrient features of noni pulp powder in- clude exceptional vitamin C content and substantial amounts MORINDA CITRIFOLIA
  • 41. OBTAINER WORLDWIDE    41 of niacin, iron and potassium. Vitamin A, calcium and sodium are also present. The DXN farm and factory located at Bukit Wang in Alor Setar, Kedah, is far away from pollution. With excellent pro- duction technology and stringent quality control system, DXN have been awarded Good Manufacturing Practice (GMP) and ISO 9001. The Noni fruit is home-grown at the DXN Noni plantation in a pollution free environment, with appropriate sunlight and in micro-nutrient rich soil without using pesti- cides or other harmful intrusions. The juice is pressed directly from freshly picked ripe  fruits to ensure that its nutrients and active ingredients are at op- timum level to deliver health benefits. The Morinzhi is made from pure concentrate, without additives, artificial flavour- ing, colouring and preservatives and contains 100% pure and natural Noni juice. REFERENCES Wee Yeow Chin, "A Guide to Medicinal Plants", Singapore Science Centre, 1992 (p. 106: description, chemical compounds, uses, photo). Dr E Soepadmo (ed.), "The Encyclopedia of Malaysia: Plants", Editions Didier Millet, 1998 (p. 16: seasonality). Noni (Morinda Citrifolia) by Rita Elkins, M.H. Noni: Nature's Amazing Healer by Neil Solomon, M.D., Ph.D. nti-proliferative and antioxidative activities of Thai noni/Yor (Morinda citri- folia Linn.) leaf extract, Southeast Asian J Trop Med Public Health. 2010 Mar;41(2):482-9.
  • 42. Moments to Remember DXN TSIP TRIP TO PARIS DXN TSIP TRIP TO GENEVA Over the last two decades, DXN has grown to a worldwide successful multi-level-marketing- company, providing quality products that are combined with a unique business opportunity.This is what we are all about.We would like to thank all DXN marketers for their loyalty and refer- rals.We are extremely passionate about creating inspiring events for our successful members. Our events and incentives are the expression of our appreciation. Remember those moments and let them last forever. DXN MIDDLE EAST - TSIP TRIP TO EGYPT 42    OBTAINER WORLDWIDE
  • 43. DXN TSIP - Costa Serena Cruise HIS EXCELLENCY HONORABLE TAN SRI DATO’ MUHYIDDIN HAJI MOHD YASSIN, PRESENT DEPUTY PRIME MINISTER, THE GOVERNMENT OF MALAYSIA IN DXN DUBAI OFFICE DATO‘ DZULKIFLI, SNR. TRADE COMMISSIONER - MATRADE IN DUBAI RECEIVES EXECUTIVE STARTER KIT AUSTRALIAN AND PHILIPPINES TEAM VISIT TO DXN UAE OBTAINER WORLDWIDE    43
  • 44. Moments to RememberMoments to Remember DXN LEADERS WITH DATO‘ DR. LIM IN LONDON DURING TSIP PROGRAMME IN CHAMBER OF COMMERCE - DUBAI 44    OBTAINER WORLDWIDE
  • 45. TRAINING PROGRAMME BY PROF. RAJIV LAL, PROFESSOR - HARVARD UNIVERSITY TRAINING PROGRAMME BY DR. JEFFREY L. SAMPLER (OXFORD UNIVERSITY) IN DUBAI - UAE DXN MIDDLE EAST TSIP TRIP TO CHINA TRAINING PROGRAMME BY PROF. LALIT JOHRI - OXFORD UNIVERSITY
  • 46. Moments to Remember RECOGNITION NIGHT CEREMONY IN JEDDAH - KSA RECOGNITION CEREMONY IN SAUDI ARABIA PROGRAMME IN DUBAICHAMBER OF COMMERCE TRAINING PROGRAMME IN OMAN 46    OBTAINER WORLDWIDE
  • 47. INTERNATIONAL LEADERSHIP TRAINING CAMP IN GRAND MERCURE HOTEL - AL AIN - UAE RECOGNITION CEREMONY IN UAE RECOGNITION CEREMONY IN QATAR ...forever OBTAINER WORLDWIDE    47
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