PROJECT REPORT ON
“DIRECT and DATABASE MARKETING”
IN PARTIAL FULFILLMENT OF THE REQUREMENT FOR
MASTERS IN MANAGEMENT STUDIES (MMS) YEAR: 2009
ORIENTAL INSTITUTE OF MANAGEMENT
At the outset, I am thankful to my institute (Oriental Institute of Management),
and the authorities, for providing me an opportunity to undertake my Masters Degree in
Management studies (MMS), and allowing me to undertake my summer project at
I want to thank all the people who have been instrumental in the successful
completion of my project work titled “DIRECT and DATABASE MARKETING”.
I would like to thank campus yield for giving me this opportunity. I would like to
thank MR. Bhatia (Director at Think People Solution, co-founder at Campus Yield
Solution Pvt. Ltd.) for taking interest in my project amidst his busy schedule.
I am very grateful to MR. Khushal Dhayfule (Assistant Manager in Campus Yield)
for his constant inspiration, kind advice, untiring close supervision, wholehearted
encouragement and constructive criticism guiding me.
No formal word is sufficient to convey my sincere thanks and heartiest gratitude
to Miss. Monika Rattan (Team Leader) for giving valuable time and precious suggestions.
Her motivation has really been a great help in building the project.
Project Report on
Direct & Database Marketing
Mr. Khushal Dhayfule
Sr.No. TOPICS Page No.
1. Acknowledgement 2
2. Synopsis 4
3. Company profile 5
Campus Yield Services 7-9
Interesting facts 10
4. Need for Study 11
5. Objectives of study 12
6. Direct Marketing
Benefits & Drawback 16-17
Direct Marketing Process Diagram & Explanation 18-21
Explanation of diagram with reference to my Job Role 22-29
Telephonic conversation 23-29
7. Channels 30
Types of Channels 30-33
Channels that I used in my Job 34
8. Database Marketing 35-37
Explanation of database marketing with respect to my Job Role 38
9. Limitations of the marketing campaign 39
10. Recommendations and Conclusion 40
11. Bibliography 41
This project deals with the promotional strategies for a Post Graduate Diploma in
management courses of Bharti Vidyapeeth University Pune. BVU outsources its
admission process to CAMPUS YIELD.
Today’s era is an era of higher education; it is need of hour to have a
management degree, this project talks about direct and database marketing of BVU’s
management seats, generating data base of engineering students of BHOPAL,
JABALPUR, INDORE (M.P.) and convincing them to take admission in
BHARTI VIDYAPEETH UNIVERSITY, explaining them about course structure of PGDM,
Study the consumer behavior.
My project was on ‘proposing a product mix and promotional strategies for BVU’s
management seats, before going through the project it was very necessary for me to
understand this business so went for hardcore searching for the industry and when
understood completely I started working on my project. It does not include a perfect
pattern of the project as I am not well known to project, what I knew was to work for
the company. Whenever I had something for the betterment for the organization I
immediately shared with the director. This project includes the whole process through
which I went while doing the project.
For better understanding I went for a trip to Jabalpur. It was not an easy decision
to go there. At first I was avoiding this as I had never been outside my home town, but
my boss insisted that learning would come only if I follow some hard steps in life.
Inspiring from this I contacted many classes like, Career Forum, Career Launcher, TIME,
two - three local classes of that area for MBA aspirants database because they are the
only one from we can get genuine data base of students but all refuses to unveil their
secrets to me. But constant pressure from my side some of them little bit softer. Finally
three of them were ready to talk to me and it’s my luck that all were from one place.
All I can say at last that it was extreme experience for me to explore my ideas in
the benefits to the organization in which I was working.
A brief introduction of
Established in 2007, Campus Yield
specializes in Training & Placement. Campus Yield (CY) today is the leading provider of
Talent Acquisition and Campus Hiring solutions with a Pan India presence catering to the
Technology, Knowledge Services, Banking and Financial Services sectors in India. The
leadership team has several decades of collective experience working for global services
and consulting firms and is an alumnus of premier educational institutions in India.
The team at Campus Yield engineers and executes solutions to address these
corporate challenges. The team's mission is to enable industry-academia interaction,
reach out to young minds and help them realize their career aspirations while helping
the corporate world discover the finest talent graduating from academic institutions
across the country. Campus Yield was early to spot this opportunity and has developed a
bouquet of offerings in order to customize training for businesses thereby reducing
training, induction, and orientation time lags.
Campus Yield aims to provide fast, simple and cost-effective solutions for our
clients, through strategic advice and solutions in the areas of Fresh Talent Acquisition
Strategy and Planning, Compensation Advisory, University Recruitment, Talent Branding
& Training. We thrive hard to Leverage the talent of the large youth pool available in the
Employability of the millions of young people graduating from technical
institutes, colleges and universities has been a chronic problem for industry. In addition
to this, companies hiring from campuses across India are faced with the additional
challenges of selecting the appropriate campus to visit, understanding campus trends,
branding themselves at campus, managing the logistics of coordinating with the
placement offices on various campuses, setting the dates of various visits (pre
placement student interaction, interviews etc.), conducting assessments and following
up with graduating students before joining, all of which comes at considerable effort
Campus Yield Services!
We Campus Yield pride ourselves in being the leaders in student training
solutions in the areas of Communication, Personality development, & Leadership. Our
entire list of services includes:
• Training & Placement
• Search & Selection
• Corporate Communications & PR
• Industry – Institute Partnership
1) Training & Placement
Campus Yield, with its considerable resources and proven training expertise
offers highly effective learning solutions. CY helps institutions in delivering higher
performing students to achieve better placement rankings.
CY has been successful in delivering exceptional & creative training programmes to
institutions on all the below mentioned training solutions:
• Communication Written & Spoken
• Confidence Building
• Team & Time Management
• Stress Handling
• Dressing / Grooming / Dining Skills
• Quality Practices & Philosophy
In addition to the above soft skills we also train/teach students in the following
• Human Resources
• Sales & Marketing
• Technology Skills
2) Search & Selection
Campus Yield is the only organization in India today offering a search & selection
service which dedicatedly focuses on Educational Institutions. CY has over the years built
an exhaustive database of professionals from the teaching industry. We have an
exhaustive database of the following:
• Asst Professor & Professors
• Head of Departments
• Principal, Directors, Registrar, Dean, etc.
87% of the professionals in our database fall under the categories that are approved by
the AICTE or UGC.
Another first from Campus Yield! Campus Yield is the only organization in India
today working with colleges in the admission space.
CY has over the time built a team of trained, experienced and successful professional
counselors who achieve their set targets time and time again. Campus Yield camps at
various geographies across the country across catchment areas and makes sure that
every seat available with the institution is filled.
Our team works like a team of hunters, who identifies pools of talent and attacks them
and ensures conversion.
4) Corporate Communications & PR
Corporate Communications & PR: Is your performance not addressing the
potential crowd or catchment area? Campus Yield works with college’s right from
understanding what needs to be presented, how it should be packaged and finally
delivering on the commitments.
Campus Yield will make sure that it happens through the proper channels. Campus Yield
has proven expertise and strong relationships with the media fraternity.
We employ and partner with best of the PR Managers and Agencies in India and hence
leave no stone unturned to make your visibility count.
5) Industry – Institute Partnership
Industry – Institute Partnership: Campus Yield helps institutions help bridge the
gap between Industry & Academia.
CY helps institutions with tie-ups across the industry, which helps in building the
institution brand. This brand helps the institution for placement and also benefits the
student’s in-turn. This branding comes with much needed corporate identity for your
institute and an everlasting relationship with Industries, companies and various
Our engagement models are: Successful Conversion, Retainer, Retainer + Successful
Conversion, One-time Incidental and Per Resource Hour.
Motto of Campus Yield! :
‘Focused campus hiring & training ‘
USP of Campus Yield! :
Work across the country, hence larger reach for an organization.
Help the organization with College evaluation, student evaluation, student
training, turnkey open & pooled campuses.
Branding for the organization.
Oversee the entire logistics as well as process flow.
Don’t add a cost on to the hiring organization.
Interesting Facts about Campus Yield!
They are the only organization offering an entire life cycle of services to colleges
Our clients love us. Institutions that have tied up with from inception are yet with
us and continue to give us more business.
Our business turnover has almost tripled each year since our inception in 2007.
We’re aiming to achieve complete process automation, become a team of at least
200+ and have offices in every major city covering the North, East, West and
South by April 2010.
Need for Study
Every business needs growth and that it needs continuous efforts and new ideas.
For that the researcher has always been trying hard to explore new ideas and ways to
satisfy the customer’s need.
Management aspirants are also very intelligent now a days, they know the
market very well and because of that highly competitive market they have more option
to choose from. A student always looks when it comes to take admission for their higher
studies that university is genuine or not?
What about placements records of institute?
What’s the quality of faculty their?, practical exposure and so on. In our case also there
is an intellectual group of students who know what they are getting and at what cost.
They are not bothered by the fee structure of university but they are more concern for
quality of education that they will get in “Bharti Vidyapeeth University”
But Bharti Vidyapeeth University have the quality and the best price in the
education industry but what are lacking in is their promotion strategy, as being at initial
stage we are targeting students from MADHYA PRADESH only. So my current task was to
promote our business, it could be in any way either through website or surveys or
campaign or road shows or presentations or some educational programs or through
some Email marketing concepts or by sending mailers etc. these are so many…
So to reach to the targeted customers we needed heavy promotions and
different packages. Our main targets were the students form Jabalpur, Bhopal and
Indore for our Post Graduate Management Programme. And we have to fill the seats of
500 students for university, one more criterion we are having is that most of targeted
students are form technical background, (B.E. or B.Tech) because our course structure is
more suitable for engineering student.
Objectives of the Study
In Education industry there is full of strong and cut-throat competition and it is very
hard to convince student to take admission in “Bharti Vidyapeeth University”. As now a
day’s student have many alternatives of a management courses.
Objective of study is as follows:
1. To identify the way of promotional strategy i.e. convince student to attend
seminars of BVU
2. To suggest the promotional strategies
3. Convince the student to take admission for PGM courses
4. Generate MBA aspirants database
The term ‘direct marketing’ is believed to have been first used in 1967 in a
speech by Lester Wunderman, who pioneered direct marketing techniques with brands
such as American Express and Columbia Records.
The term junk mail, referring to unsolicited commercial ads delivered via post
office or directly deposited in consumers' mail boxes, can be traced back to 1954.
The term spam, meaning "unsolicited commercial email", can be traced back to
March 31, 1993, although in its first few months it merely referred to inadvertently
posting a message so many times on UseNet that the repetitions effectively drowned
out the normal flow of conversation.
Although Wunderman may have been the first to use the term direct marketing,
the practice of mail order selling (direct marketing via mail) essentially began in the U.S.
upon invention of the typewriter in 1867.
The first modern mail-order catalog was produced by Aaron Montgomery Ward
in 1872.The Direct Mail Advertising Association, predecessor of the present-day Direct
Marketing Association, was first established in 1917.Third class bulk mail postage rates
were established in 1928.
Direct marketing's history in Europe can be traced to the 15th century. Upon
Gutenberg's invention of movable type, the first trade catalogs from printer-publishers
appeared sometime around 1450.
SOME DEFINITIONS OF DIRECT MARKETING
Direct marketing is a sub-discipline and type of marketing. There are two main
definitional characteristics which distinguish it from other types of marketing.
1) It attempts to send its messages directly to consumers, without the use of intervening
media. This involves commercial communication (direct mail, e-mail, and telemarketing)
with consumers or businesses, usually unsolicited.
2) It is focused on driving a specific "call-to-action." This aspect of direct marketing
involves an emphasis on track able, measurable positive (but not negative) responses
from consumers (known simply as "response" in the industry) regardless of medium.
If the advertisement asks the prospect to take a specific action, for instance call a
free phone number or visit a website, then the effort is considered to be direct response
Direct marketing is a marketing process where companies market to carefully
targeted individual consumer with an appropriate relevant and timely offer or message
using one or more advertising media to obtain an immediate and measurable response
or transaction. Direct marketers communicate directly with customers, often on a one-
to-one, interactive basis to build and cultivate long lasting customer relationships. Direct
marketing use detailed database where they understand customers, demographics,
attitudes, preferences and purchasing behaviors. With this knowledge, they tailor their
marketing offers and communications to the needs of narrowly defined segments or
even individual buyers.
Direct marketing is also referred to as “interactive marketing or database
marketing”, because it is expected to be two-way communication with the customer or
prospect and it is database driven, where the database contains customer
demographics, attitudes, preferences and purchasing history& behavior.
Beyond brand and image building, direct marketers usually seek a direct,
immediate, and measurable customer response. With digital advertising mediums and
e-commerce websites, it is possible to effectively track and measure customer
responses, if the customer looked at the offer, responded to the offer by seeking more
information, visited the marketer’s e-commerce website, or placed an order etc.
Early direct marketing used catalogs, direct mailers and telephone calls. They
gathered customer names and sold goods mainly by mails and telephone. Today, with
the advance in database and computer technology, direct marketers are using new
marketing media-the internet. Internet provides several mechanisms –email, web
advertisements and affiliated websites to drive customers to marketer’s website or
stores for sales.
Benefits and drawbacks of Direct Marketing
Direct marketing can bring many benefits to both buyer and sellers, whether it is
employed as a complete as a complete business model (like in the case of Dell
computers) or as a supplement to a broader integrated marketing mix (like in the case of
Hewlett-Packard of Sony)
• Direct marketing provides convenience, easy to use, and private way of
interacting with sellers.
• Buyers from the comfort of their homes or office can browse mail catalogs or
company websites at any time of the day or night.
• Direct marketing gives buyers ready access to a wealth of product and
information at home and around the globe.
• It is immediate and interactive-buyers can interact with sellers by phone, chat or
emails or on the seller’s website to create exactly the configuration of
information, product or services they desire and then order them on the spot.
Direct marketing is a powerful tool for building customer relationships. Using customer
databases and insight into customer data, marketers can target small groups or
individual consumers, tailor offers for individual needs, and promote these offers
through personalized communications.
Direct marketing can also be timed to reach prospects at just the right moments. The
internet is a great tool for direct marketing as it provides interactivity, one-to-one
communication, access to global markets and measurability.
It is a low cost, efficient alternative for reaching to customers through its lower costs of
media, and reaching to customers over internet, email and web sites.
It is attractive to many marketers, because in many cases its positive effect (but not
negative results) can be measured directly.
For example, if a marketer sends out one million solicitations by mail, and ten thousand
customers can be tracked as having responded to the promotion, the marketer can say
with some confidence that the campaign led directly to the responses. The number of
recipients who are offended by the junk mail/spam, however, is not easily measured. By
contrast, measurement of other media must often be indirect, since there is no direct
response from a consumer. Measurement of results, a fundamental element in
successful direct marketing, is explored in greater detail elsewhere in this article. Yet
since the start of the Internet-age the challenges of Chief Marketing Officers(CMOs) are
tracking direct marketing responses and measuring results.
While many marketers like this form of marketing, some direct marketing efforts
using particular media have been criticized for generating unwanted solicitations. For
example, direct mail that is irrelevant to the recipient is considered junk mail, and
unwanted email messages are considered spam. Some consumers are demanding an
end to direct marketing for privacy and environmental reasons, which direct marketers,
are able to provide by using "opt out" lists, variable printing and more targeted mailing
DIRECT MARKETING PROCESS DIAGRAM
The following diagram shows a typical direct marketing process:
Set marketing objectives
Identify target market(s)
Communicate the offer
Communicate the offer
Measure success and evaluate
Explanation for the diagram:
1) SET MARKETING OBJECTIVES
In order to have successful permission marketing campaign you must set predetermined
benchmarks. In most cases, response rates will be your benchmark. Traditional direct
mail marketers recognize a response rate of 2% as considered great. The advantage for
permission marketers is that opt-in email responses are generally much higher. Industry
averages incorporates results from between 4-8% response rates. In general 5% is
considered good, and even 2% is not a disaster.
2) IDENTIFY TARGET MARKETS
Permission marketers need to find a solid list of opt-in names that are willing and ready
to buy. Need to further identify your target audience through testing many lists and
categories as needed.
Merge customer lead sources
o Web based generation of leads—opt-in/opt-out marketing
o Contacts from trade shows, expos, seminars
o In house list of contacts e.g., contact list in CRM database
Create market segmentation
o Create target group of contacts for each marketing campaign
o Filter out the leads however you like, based on geographical,
demographical, behavioral and attitudinal data.
o Identify accurate need and want of each market segment based on selling
and cross selling opportunities.
o Set measurable goals for segment
3) MARKETING CAMPAIGN DESIGN
Streamline campaign design with multi-channel integration and multi-step one-on-one
• Content development and management
• Define campaign audience, message, channel and timing
• Campaign testing
• Reusable and quickly adjustable
4) COMMUNICATE THE OFFER
Effective permission marketers have to identify an effective offer strategy to meet the
target needs. In the initial transmission you should create a strong call to action.
Following your initial contact you must nurture the relationship and interact with the
prospect via ongoing email. One goal might be to build community around your site. this
may be done through a free newsletter. the newsletter gives you a vehicle to develop an
ongoing dialogue, reinforce your product or services value and develop an even stronger
• Create a multi-stage direct mail campaign(different direct mail pieces on
• Associate multiple stages to the campaign for example, a stage I might be
an initial post card offer and stage 2 a follow up letter depending on the
• Product creative for association with each DM stage
• Personalization of the creative
• Response tracking and data capture
5) TEST RESPONSE
One of the unique advantages of permission marketing is the ability to test under real
market place condition your carious offers. Permission marketers can test product
feature, copy, price, various email list categories and your audience is critical.
Execute or schedule the reviewed campaign
Generate merged DM pieces and labels
Notify employees responsible to perform mailing
Receive confirmation of physical execution of the mailing
Update customer information
Tracked responses from the first stage help profiling and segmenting the
contacts for the next campaign stage
Personalized campaign messages depending on the contact’s response are
associated to the campaign stages
The stages can be executed/scheduled as and when required
6) MEASURE SUCCESS AND EVALUATE
By calculating the campaign’s planned costs, you can calculate the needed break-even
response rate. By carefully analyzing past campaigns, permission marketers can steadily
rate. By carefully analyzing past campaigns, permission marketers can steadily improve
The ultimate value of a client is not revealed just by the client’s purchasing during a
particular opt-in emailing. It is the profit made on all the client’s purchasing over the
time, less the client acquisition and maintenance costs.
• Measure campaign performance
• Refine the next campaign performance based on figures from the earlier
• Measure the amount of sales generated by the customer over time
• Measure increase in sales and efforts
• Achieve greater operational efficiency by having all processes under one roof and
minimizing administrative costs.
Explanation of Direct Marketing Process Diagram with Reference to my Job Role
1) Set marketing objectives: Our marketing objective is to make our program i.e. (PGM
& MBA) familiar to the students (Especially from technical background like engineering)
in Madhya Pradesh and cater to their needs. We aim to target these people and make
them our customers.
2) Identify Target Markets: Our main prospects are engineering students (B.E) or people
from technical programme (B.Tech) since the PGM, MBA course was designed to suit
the needs of these people. The targeted region was Indore, Bhopal, Jabalpur i.e. our
target state is Madhya Pradesh. After identifying the prospects, my job was to convert
these prospects into our customers.
3) Marketing Campaign Design: In this step, we would decide upon the channels that
we would use to market our products and to communicate our offer to the prospects.
The decisions regarding the marketing campaign would be taken at the top level & we
would act upon them. Depending upon the geographical region, population of the
region we would select an appropriate channel.
4) Communicate the offer: After identifying the target students, the next step would be
to communicate the offer to these prospects. For this, I would send the programme
contents to these prospects through e-mails and Telephonic conversation. I contacted
the prospects personally and explained them the advantage of the whole programme,
the tenure, the fee structure etc. All the queries of the prospects would be cleared.
5) Test Response: To test the response of the prospects, I personally gave a call to the
people. These were the questions that the prospects would normally ask me.
Telephonic conversation with MBA aspirants for Data Collection
1) Are you interested in pursuing PGDMP for the year 2009-2011?
Ans: Interpretation: If No --- calls end
If Yes---What type of specialization you are looking for?
Explain them in detail about course structure.
2) Many students ask, What is the difference between PGDM and MBA?
Ans: First of all professionally there is no difference between post-graduation in
business management [PGBM], post graduation diploma in business management
[PGDBM], and MBA degree.
There is a wide variety of nomenclature of degrees in management education. There are
mainly two categories - postgraduate diploma and master's degree.
• Postgraduate diplomas include Postgraduate Diploma in Business Administration
(PGDBA), Postgraduate Diploma in Management (PGDM) and Postgraduate
Diploma in Business Management (PGDBM). Most of these diploma courses are
having two-year duration and graduation is the entry qualification.
• Master's programmes include Master of Business Administration (MBA), Master
of Business Management (MBM), Master of Business Studies (MBS), Master of
Finance and Control (MFC) and Master of Management Studies (MMS).
Technically an institute affiliated with a university gives an MBA degree like FMS, JBIMS
and autonomous institutes give diploma in management [PGBM, PGDBM] like IIMS, IIFT,
MDI XLRI etc.
3) If student is very much interested for pursuing PGDBM he/she upfrontly ask you
about fee structure.
4) What will my financial commitment be?
Ans: Your average financial commitment is likely to be as follows.
Course Fees to the University.
Distribution of amount 1st year 2nd year
Tuition fees 205,000 210,000
Personality development 5000
Refundable amount 15,000
TOTAL 277,500 210,000
5) Is PGDM is approved by the AICTE?
Ans: The Post Graduate Diploma in Management (PGDM) is approved by AICTE,
Ministry of HRD, Government of India and awarded equivalence to MBA degree by the
Association of Indian Universities (AIU). The course shall be run under the blanket
guidance and dispensation of All India Council of Technical Education (AICTE).
6) How Many seats are there in this course?
Ans: Inform them about number of seats.
7) What is eligibility Criteria?
Ans: A candidate is eligible for admission in PGDM Course if he/she fulfills the
• A candidate who have the minimum qualification of Bachelor’s Degree (with 50 %
aggregate marks) recognized by association of Indian Universities.
• Prior work experience preferred.CAT/MAT/BVU-MAT/amplify CET.
• The eligibility for admission shall be as per the notification of All India Council for
Technical Education (AICTE) from time to time.
• He/ She should bear a good moral character
• He/ She must be in a good mental and physical health. Each candidate before
admission will have to undergo a medical fitness examination and shall have to
produce a medical fitness certificate, as prescribed by the University.
8) Explain them upfrontly about the peculiarity of Bharati Vidyapeeth University.
Ans: Collaboration with amplify mind ware for detail information visit
IT +Business Management=dual benefits
SAP Business One (SAP B1) certificates.
SAP (R3) certificates.
9) What are the placements at BVU.
Ans: Bharati Vidyapeeth University has a record of 100 % placement since its
inception 2 years back.
Explain them about campus recruitment participants.
Standard Chartered Bank
Timken India ltd.
KOTAK reality fund
TATA AIG insurance
10)What is the average and median salary? What was the highest salary? Are there
international placements as well?
Ans: BVP follows a policy of 'One student-one offer'.
However, looking at the demand from corporate, multiple offers were allowed for the
lateral candidates for the first time this year. 15 offers were made for 6 lateral
candidates, making it to 2.5 offers per candidate, who opted for multiple offers.
This year the North, South and West zones of India gave almost equal number of job
offers, re-establishing the nation-wide reputation that BVP enjoys among recruiters.
11)What is the Admission Procedure?
ANS:-Direct Admission, contact Our Admission Helpline No…………………. or visit to our
Jabalpur office (M.P.) for more information.
Ask them their Email ID, so that we can send all necessary information related
with university, course structure, fee structure, admission process etc.
12) How is the infrastructure at BVU?
ANS:-The infrastructure is world-class and the details are available on the website
www.amplifymind.com . Students are encouraged to visit campus to see the facilities for
themselves and interact with the students and faculty.
13)Are the faculty members from the industry or have an academic background?
Ans: Faculty members are of international repute and have a rich background both
from industry and academic
Faculty is from amplifymind ware company, they are experienced personality and
having practical knowledge. What the modern requirements are accordingly all
courses are structured. Since its inception amplifymind ware company have been
developing a training and development programmes for corporate like WIPRO, ITC,
14) What is the teaching methodology followed by BVU?
Ans: A wide variety of teaching strategies are deployed to make the classroom an
interesting place so that students are motivated to attend the classes. Apart from
delivering regular lectures, the School intends to use modern methods of teaching,
which include case studies, seminars, presentations, work group assignments and
visits to the industry. The emphasis in teaching is more on self- learning rather than
instruction –oriented. The students would be expected to undertake some industry-
based projects in subjects of their interest which will give them deeper insights in to
the ground realities of the business world. The course has been developed with inputs
from top management and in consultation with eminent experts and practicing
professional managers ensuring it to reflect the contemporary corporate
15) What are the co-curricular activities that can be done by a student?
• Placement Committee Member
• Alumni Relationship Committee Member
• Students Affairs Committee Member
• Media Committee Member
• International Linkages Committee Member
• Mess Committee Member
• The Cultural Club
• The Dramatics Club
• The Marketing Club
• The Finance Club
• The Operations and IT Club
• The Human Resource Club
• The International Business Club
After testing the response of the prospects, I would get a clear idea of the needs of
the students and this also helped me in my further calls. Those students, who showed
interest in the offer, were given two options:
1) To pay a DD of 1100 Rs/-
2) They were also directed to attend a seminar which was conducted by Campus Yield in
their cities. A GD/PI session was conducted for the students and meritorious students
were selected based on their performance. Then on the spot loan facilities were
provided to the selected students and they also had to pay Rs 50,000/- in cash. Further
they were told to report to Bharati Vidyapeeth University, Pune for further admission
process. This way I would make customers for Campus Yield.
6) Measure Success and Evaluate: After closing the deal, the strategy for the next
season would be made.
Some direct marketers also use media such as door hangers, package inserts,
magazines, newspapers, radio, television, email, internet banner ads, digital campaigns,
pay-per-click ads, billboards, transit ads. And according to Ad Age, "In 2005, U.S.
agencies generated more revenue from marketing services (which include direct
marketing) than from traditional advertising and media."
Various channels for direct marketing are as follows:
1) Direct mail
The most common form of direct marketing is direct mail, sometimes called junk mail,
used by advertisers who send paper mail to all postal customers in an area or to all
customers on a list. Any low-budget medium that can be used to deliver a
communication to a customer can be employed in direct marketing. Probably the most
commonly used medium for direct marketing is mail, in which marketing
communications are sent to customers using the postal service. The term direct mail is
used in the direct marketing industry to refer to communication deliveries by the Post
Office, which may also be referred to as "junk mail" or "ad mail" or "crap mail" and may
involve bulk mail.
Junk mail includes advertising circulars, catalogs, free trial CDs, pre-approved credit card
applications, and other unsolicited merchandising invitations delivered by mail or to
homes and businesses, or delivered to consumers' mailboxes by delivery services other
than the Post Office. Bulk mailings are a particularly popular method of promotion for
businesses operating in the financial services, home computer, and travel and tourism
Advertisers often refine direct mail practices into targeted mailing, in which mail is sent
out following database analysis to select recipients considered most likely to respond
positively. For example a person who has demonstrated an interest in golf may receive
direct mail for golf related products or perhaps for goods and services that are
appropriate for golfers. This use of database analysis is a type of database marketing.
The United States Postal Service calls this form of mail "advertising mail" (ad mail for
The second most common form of direct marketing is telemarketing, in which marketers
contact consumers by phone. The unpopularity of cold call telemarketing (in which the
consumer does not expect or invite the sales call) has led some US states and the US
federal government to create "no-call lists" and legislation including heavy fines.
This process may be outsourced to specialist call centers.
3) Email Marketing
Email Marketing may have passed telemarketing in frequency at this point, and is a third
type of direct marketing. A major concern is spam, which actually predates legitimate
email marketing. As a result of the proliferation of mass spamming, ISPs and email
service providers have developed increasingly effective E-Mail Filtering programs. These
filters can interfere with the delivery of email marketing campaigns, even if the person
has subscribed to receive them, as legitimate email marketing can possess the same
hallmarks as spam.
4) Door to Door Leaflet Marketing
Leaflet Distribution services are used extensively by the fast food industries, and many
other business focusing on a local catchment Business to consumer business model,
similar to direct mail marketing, this method is targeted purely by area, and costs a
fraction of the amount of a mail shot due to not having to purchase stamps, envelopes
or having to buy address lists and the names of home occupants.
5) Broadcast faxing
A fourth type of direct marketing, broadcast faxing, is now less common than the other
forms. This is partly due to laws in the United States and elsewhere which make it illegal.
6) Voicemail Marketing
It has emerged out of the market prevalence of personal voice mailboxes, and business
voicemail systems. Due to the ubiquity of email marketing, and the expense of direct
mail and telemarketing, voicemail marketing presented a cost effective means by which
to reach people with the warmth of a human voice.
Abuse of consumer marketing applications of voicemail marketing resulted in an
abundance of "voice-spam", and prompted many jurisdictions to pass laws regulating
consumer voicemail marketing.
More recently, businesses have utilized guided voicemail (an application where pre-
recorded voicemails are guided by live callers) to accomplish personalized business-to-
business marketing formerly reserved for telemarketing. Because guided voicemail is
used to contact only businesses, it is exempt from Do Not Call regulations in place for
other forms of voicemail marketing.
Couponing is used in print media to elicit a response from the reader. An example is a
coupon which the reader cuts out and presents to a super-store check-out counter to
avail of a discount. Coupons in newspapers and magazines cannot be considered direct
marketing, since the marketer incurs the cost of supporting a third-party medium (the
newspaper or magazine); direct marketing aims to circumvent that balance, paring the
costs down to solely delivering their unsolicited sales message to the consumer, without
supporting the newspaper that the consumer seeks and welcomes.
8) Direct response television marketing
Direct marketing on TV (commonly referred to as DRTV) has two basic forms: long form
(usually half-hour or hour-long segments that explain a product in detail and are
commonly referred to as infomercials) and short form which refers to typical 0:30
second or 0:60 second commercials that ask viewers for an immediate response
(typically to call a phone number on screen or go to a website).
TV-response marketing—i.e. infomercials—can be considered a form of direct
marketing, since responses are in the form of calls to telephone numbers given on-air.
These both allow marketers to reasonably conclude that the calls are due to a particular
campaign, and allow the marketers to obtain customers' phone numbers as targets for
9) Direct selling
Direct selling is the sale of products by face-to-face contact with the customer, either by
having salespeople approach potential customers in person, or through indirect means
such as Tupperware parties.
10) Integrated Campaigns
For many marketers, a comprehensive direct marketing campaign employs a mix of
channels. It is not unusual for a large campaign to combine direct mail, telemarketing,
radio and broadcast TV, as well as online channels such as email, search marketing,
social networking and video. In a report conducted by the Direct Marketing Association,
it was found that 57% of the campaigns studied were employing integrated strategies.
Of those, almost half (47%) launched with a direct mail campaign, typically followed by
e-mail and then telemarketing.
The Channels that I used are as follows:
Channels are the means to market our products and make it available to the customers.
All these promotional programs were held in the month of May & June.
Direct mails: I would send the copies of the brochure to the prospects in cities like
Jabalpur, Indore at their postal address.
e-mails: I would mail the brochure for PGDM & MBA courses of Bharti Vidyapeeth
University to the prospects. The brochure had all the details of the entire course which
included the course contents, fee structure, information regarding the faculty etc.
Telemarketing: In this I would personally call the prospects try to know if they are
interested in the course. If the answer is positive, then I would explain to them the
entire program structure and all the related information. I would also clear up their
doubts if they had any. Answers to their entire query were given.
In case of negative response I would first try to convince them & also follow them up for
some days. In this situation, I would also ask them if any of their friends or relatives are
interested in pursuing PGDM & MBA.
Seminars: Seminars were held in select cities like Jabalpur, Indore. We held seminars to
make the students familiar with the programs that BVU provided and all the procedures
regarding the admissions were given to them.
Lead Generation: In this method, I would search for fresher engineers on job portals like
naukri.com & timesjob.com and then I would contact these people and offer them to
take admissions for management programs. I would also ask to them if they have any of
their friends from this line and then also contact them for the admissions to the
programs conducted by Bharti Vidyapeeth University, Pune.
This way, I would make an offer to the prospects and see if they are interested in the
offer. Then I would give them all the relevant data with respect to the course and the
admission procedure and try to make them our customers by convincing them.
These are the channels through which I would make an offer to the customers with
regards to the admissions in management studies.
Database marketing is a form of direct marketing using databases of
customers or potential customers to generate personalized communications in order to
promote a product or service for marketing purposes. The method of communication
can be any addressable medium, as in direct marketing.
The distinction between direct and database marketing stems primarily from the
attention paid to the analysis of data. Database marketing emphasizes the use of
statistical techniques to develop models of customer behavior, which are then used to
select customers for communications. As a consequence, database marketers also tend
to be heavy users of data warehouses, because having a greater amount of data about
customers increases the likelihood that a more accurate model can be built.
The "database" usually comprises:
Transaction history details from internal sales or delivery systems
Typical sources of compiled lists are charity donation forms, application forms for any
free product or contest, product warranty cards, subscription forms, and credit
The communications generated by database marketing may be described as junk mail or
spam, if it is unwanted by the addressee. Direct and database marketing organizations,
on the other hand, argue that a targeted letter or e-mail to a customer, who wants to be
contacted about offerings that may interest the customer, benefits both the customer
and the marketer.
Some countries and some organizations insist that individuals are able to prevent entry
to or delete their name and address details from database marketing lists.
Sources of data
Although organizations of any size can employ database marketing, it is particularly well-
suited to companies with large numbers of customers. This is because a large population
provides greater opportunity to find segments of customers or prospects that can be
communicated with in a customized manner. In smaller (and more homogeneous)
databases, it will be difficult to justify on economic terms the investment required to
As a result, database marketing has flourished in sectors, such as financial services,
telecommunications, and retail, all of which have the ability to generate significant
amounts transaction data for millions of customers.
Database marketing applications can be divided logically between those marketing
programs that reach existing customers and those that are aimed at prospective
• Consumer data
• Business data
1) Consumer data
In general, database marketers seek to have as much data available about customers
and prospects as possible.
For marketing to existing customers, more sophisticated marketers often build
elaborate databases of customer information. These may include a variety of data,
including name and address, history of shopping and purchases, demographics, and the
history of past communications to and from customers. For larger companies with
millions of customers, such data warehouses can often be multiple terabytes in size.
Marketing to prospects relies extensively on third-party sources of data. In most
developed countries, there are a number of providers of such data. Such data is usually
restricted to name, address, and telephone, along with demographics, some supplied by
consumers, and others inferred by the data compiler. Companies may also acquire
prospect data directly through the use of sweepstakes, contests, on-line registrations,
and other lead generation activities.
2) Business data
For many business-to-business (B2B) company marketers, the number of
customers and prospects will be smaller than that of comparable business-to-
consumer (B2C) companies. Also, their relationships with customers will often
rely on intermediaries, such as salespeople, agents, and dealers and the
number of transactions per customer may be small.
As a result, business-to-business marketers may not have as much data at
their disposal as business-to-consumer marketer are accustomed.
One other complication is that B2B marketers in targeting teams or
"accounts" and not individuals may produce many contacts from a single
organization. Determining which contact to communicate with through direct
marketing may be difficult.
On the other hand it is the database for business-to-business marketers which
often include data on the business activity about the respective client. These
data become critical to segment markets or define target audiences, e.g.
purchases of software license renewals by telecom companies could help
identify which technologist is in charge of software installations vs. software
Customers in Business-to-Business environments often tend to be loyal since
they need after-sales-service for their products and appreciate information on
product upgrades and service offerings. This loyalty can be tracked by a
Sources of customer data often come from the sales force employed by the
company and from the service engineers. Increasingly, online interactions
with customers are providing B2B marketers with a lower cost source of
For prospect data, businesses can purchase data from compilers of business
data, as well as gather information from their direct sales efforts, on-line sites,
and specialty publications
Explanation of database marketing with respect to my Job Role
Campus Yield is in recruitment, training & development for corporate people
and outsourcing admission procedures of various institutes in Madhya Pradesh.
They had the database of all the people whom they had approached in past
with respect to the recruitment process. All the information was maintained in the excel
sheet where they had a separate column of all the people who were interested in
pursuing MBA/PGDM course.
This data would help me in making calls to all the MBA aspirants.
So in this way we maintained a database of all the people whom we approached.
We also collected data from various job portals and MBA coaching classes
like TIME, Career Forum & Career Launcher.
Some data regarding number of engineering students was also collected from
various engineering institutes in Madhya Pradesh. We would also get their phone
numbers and then we would contact them.
Limitations of the marketing campaign are as follows
• It was not an easy task to convince the prospects on phone and hence we
were not able to make as many customers as we would have liked and so
we were not able to perform up to our expectations.
• Also there was no co-ordination between the subordinates and the
superiors. The superiors wouldn’t entertain the subordinates when it
comes to listening to their ideas with respect to the promotional
• Also Bharti Vidyapeeth University did not have an office of their own in
Madhya Pradesh. All the information with regards to the admission
procedure was available with Campus Yield. But the students would prefer
contacting the university rather than us.
• Also Campus Yield didn’t have enough staff and infrastructure for
• Some calls came from students belonging to other states like Gujarat,
Delhi. But they didn’t have proper infrastructure to conduct GD/PI in these
states and hence would lose on a customer.
• It was difficult for us to communicate our offer to the prospects in Madhya
Pradesh by sitting in Mumbai Office.
• Also the campaign was started late i.e. in the month of May, June. Also
since this management program was meant for engineers, but during this
time the engineering students had their exams going on. Hence most of
the students didn’t show any interest in the program.
Recommendations & Conclusion
• Campus Yield should hire more efficient & experienced people for
• There should be co-ordination between people at Jabalpur Office and
Mumbai Office for better functioning.
• For lead generation, Campus Yield should contact MBA entrance coaching
classes rather than going for job portals like naukri.com & timesjobs.com.
• Proper research was not conducted before approaching the students.
• Also in some cases, there was too much of follow up from campus yield
and this made the students a bit irritating. Also, it sends a negative
message to the students about the credibility of the program.
• They should improve their infrastructure facilities so that they could
GD/PI’s properly in all target states. This would help them in making new
• The campaign should have started much before & GD/PI should be
conducted in the month of November when the students are a little free.
This would help in making the campaign more successful and also the