DIRECT
MARKETING
 WHAT IS DIRECT MARKETING? HOW IS IT
DIFFERENT FROM CONVENTIAL
MARKETING?
 DIRECT MKT IS A PROCESS BY WHICH THE CO APPRO...
WHY DIRECT MARKETING?
 --DELIVERS NEAR PERFECT SOLUTIONS TO CUSTOMERS
 --HELPS IN ACHIEVING EXCELLENCE IN PRODUCTS/SERVI...
 --MORE COST EFFECTIVE
 --AVOIDS WASTAGES WHICH ARE INHERENT IN CONVENTIAL
MARKETING
 --CAN FOCUS ON LARGE & VITAL ACCO...
GROWTH OF DIRECT MKT IN
INDIA
 TILL A SHORT WHILE AGO, DIRECT MKT WAS LARGELY
CONFINED TO INDUSTRIAL PRODUCTS AND SERVICE...
 DIRECT MARKETING IS OFTEN UNDERSTOOD AS MAINTAINING A
DATA BASE TO WHOM MAILERS ARE SENT/TELEPHONE CALLS
MADE REGULARLY
...
REQUISITES FOR DIRECT
MARKETING
 COMPREHENSIVE & RELIABLE DATA BASE
 A CAREFUL AND PRECISE TARGETING OF
MARKETS/PROSPECT...
GROWTH OF DIRECT
MKT
 --DUE TO LACK OF TIME/WORK PRESSURES
 --FUEL COSTS/TRAFFIC CONGESTIONS/LONG QUEUES
 --ENTRY OF MN...
TYPES OF DIRECT
MARKETING

 MAIL ORDER MARKETING/CATALOG MARKETING
 DIRECT MAIL MARKETING
 DIRECT RESPONSE MARKETING
 ...
WEB MKT
E-COMMERCE HAS THREE BROAD COMPONENTS
 i) B
 Ii) BTO B
 Iii) B TO C

WEB MKT HAS THE FOLLOWING TWO COMPONENTS
...
ONLINE MARKETINGADVANTAGES








PRECISE INFORMATION
PRODUCT INFO DIRECT FROM MFG
REQUIREMENTS CAN BE CUSTOMISED
...
GROWTH OF WEB WORLD
 THE GROWTH IN E-COMMERCE HAS MANIFESTED
ITSELF IN FOLL WAYS
 --INCREASE IN VOL OF BUSINESS OVER THE...
LIMITATIONS OF WEB MKT
 IT IS NECSSSARY TO GO BEYOND THE HYPE TO SEE THE
OTHER SIDE TOO

 ALL PRODUCTS CANNOT BE MARKETE...
LEGAL/REGULATORY
--E-DOCUMENTS NOT A LEGAL ENTITY
--ABSENCE OF TAXATION LAWS ON E-TRANSANCTION
--ABSENCE OF LEGAL FRAMEWOR...
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Sem ii-t-3-direct marketing

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Sem ii-t-3-direct marketing

  1. 1. DIRECT MARKETING
  2. 2.  WHAT IS DIRECT MARKETING? HOW IS IT DIFFERENT FROM CONVENTIAL MARKETING?  DIRECT MKT IS A PROCESS BY WHICH THE CO APPROACHES ITS’ CUSTOMERS ON AN INDIVIDUAL BASIS  DM DEALS WITH THE CUSTOMER DIRECTLY  --DM IS INTERACTIVE MARKETING  --DM DOES NOT INVOLVE MARKETING CHANNELS  --DM DOES NOT RELY HEAVILY ON ADVT/SALES PROMOTION
  3. 3. WHY DIRECT MARKETING?  --DELIVERS NEAR PERFECT SOLUTIONS TO CUSTOMERS  --HELPS IN ACHIEVING EXCELLENCE IN PRODUCTS/SERVICES  --HELPS IN IDENTIFYING SHARPER SEGMENTS AND PRECISE TARGETING  --FACILITATES CUSTOMER RELATIONSHIP  --HELPS IN CUSTOMER RETENTION  --RESULTS MORE MEASURABLE THAN IN MASS MARKETING
  4. 4.  --MORE COST EFFECTIVE  --AVOIDS WASTAGES WHICH ARE INHERENT IN CONVENTIAL MARKETING  --CAN FOCUS ON LARGE & VITAL ACCOUNTS  --VERY USEFUL IN TIMES OF DOWNTURN  --BENEFITS THE CONSUMER TOO  --WITH PROGRESS IN IT, THE EFFICIENCY OF DM IS INCREASING AND COSTS ARE GOING DOWN
  5. 5. GROWTH OF DIRECT MKT IN INDIA  TILL A SHORT WHILE AGO, DIRECT MKT WAS LARGELY CONFINED TO INDUSTRIAL PRODUCTS AND SERVICES  THOUGH INDUSTRIAL PRODUCTS ACCOUNT FOR A MAJOR PROPORTION OF DIRECT MKT. IT IS SPREADING TO CONSUMER GOODS ALSO  --WIPRO --PHILIPS INDIA  --MODI XEROX -- MADURA COATS  --WELCOM GROUP --TVS-SUZUKI
  6. 6.  DIRECT MARKETING IS OFTEN UNDERSTOOD AS MAINTAINING A DATA BASE TO WHOM MAILERS ARE SENT/TELEPHONE CALLS MADE REGULARLY  IN REALITY IT IS A VERY SCIENTIFIC WAY OF MARKETING OF MARKETING WITH THE BASICS REMAINING THE SAME
  7. 7. REQUISITES FOR DIRECT MARKETING  COMPREHENSIVE & RELIABLE DATA BASE  A CAREFUL AND PRECISE TARGETING OF MARKETS/PROSPECTS  SERVICE GAURANTEE AND PRODUCT WARRANTY  SUPPORT SYSTEMS/LOGISTICS  EYE FOR DETAIL  SUSTAINED EFFORTS
  8. 8. GROWTH OF DIRECT MKT  --DUE TO LACK OF TIME/WORK PRESSURES  --FUEL COSTS/TRAFFIC CONGESTIONS/LONG QUEUES  --ENTRY OF MNCs IN FIELD OF DM  --RISING MEDIA COSTS/CLUTTER  --PRODUCT/BRAND CLUTTER IS MAKING SEGMENTATION/TARGETING DIFFICULT  --PRODUCT DIFFERENTIATION GETTING BLURRED  DIRECT MARKETINGIS BECOMING AN ATTRACTIVE ALTERNATIVE
  9. 9. TYPES OF DIRECT MARKETING  MAIL ORDER MARKETING/CATALOG MARKETING  DIRECT MAIL MARKETING  DIRECT RESPONSE MARKETING  DATABASE MARKETING  TELEMARKETING  TELESHOPPING  ON-LINE MARKETING  KIOSKS MARKETING
  10. 10. WEB MKT E-COMMERCE HAS THREE BROAD COMPONENTS  i) B  Ii) BTO B  Iii) B TO C WEB MKT HAS THE FOLLOWING TWO COMPONENTS  i) B TO B  Ii) B TO C IT IS THE LATTER WHICH IS GAINING IN PROMINENCE WITH PASSAGE OF TIME THE INTERNET CAN BE VIEWED AS -- A MEDIUM --A BUSINESS --A MKT CHANNEL --COMPLETE MKT PLACE
  11. 11. ONLINE MARKETINGADVANTAGES        PRECISE INFORMATION PRODUCT INFO DIRECT FROM MFG REQUIREMENTS CAN BE CUSTOMISED QUICK ADJUSTMENTS TO MARKET PLACE LOWER COSTS RELATIONSHIP MARKETING AUDIENCE SIZING
  12. 12. GROWTH OF WEB WORLD  THE GROWTH IN E-COMMERCE HAS MANIFESTED ITSELF IN FOLL WAYS  --INCREASE IN VOL OF BUSINESS OVER THE NET  --INCREASE IN RANGE OF PRODUCTS OVER THE NET  --INCREASE IN THE SUSCRIBER BASE OF THE NET  EG  PUBLISHING HOUSE McMILLAN INDIA Ltd OFFERS MANAGEMENT DEVELOPMENT PROGRAMSOVER THE NET IN COLLABORATION WITH IIM-CALCUTTA
  13. 13. LIMITATIONS OF WEB MKT  IT IS NECSSSARY TO GO BEYOND THE HYPE TO SEE THE OTHER SIDE TOO  ALL PRODUCTS CANNOT BE MARKETED ON THE WEB  COSTS ARE NOT INCONSQUENTIAL  PROFITABILITY….?  LIMITATIONS IN THE INDIAN CONTEXT  --LEGAL/REGULATORY --INFRASTRUCTURAL  --CIMMERCIAL -- OTHER ISSUES
  14. 14. LEGAL/REGULATORY --E-DOCUMENTS NOT A LEGAL ENTITY --ABSENCE OF TAXATION LAWS ON E-TRANSANCTION --ABSENCE OF LEGAL FRAMEWORK TO COVER CYBERTRANSACTION INFRASTRUCTURAL --LOW DENSITY OF PCs/TELEPHONES --BANDWIDTH LIMITATION --NETWORKING LIMITATION --DELIVERY ENDS CONSTRAINTS PAYMENT ROBLEMS OTHER ISSUES --LOW CONFIDENCE IN THE SYSTEM --DANGERS OF HACKING
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