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Sem ii-t-3-direct marketing
Sem ii-t-3-direct marketing
Sem ii-t-3-direct marketing
Sem ii-t-3-direct marketing
Sem ii-t-3-direct marketing
Sem ii-t-3-direct marketing
Sem ii-t-3-direct marketing
Sem ii-t-3-direct marketing
Sem ii-t-3-direct marketing
Sem ii-t-3-direct marketing
Sem ii-t-3-direct marketing
Sem ii-t-3-direct marketing
Sem ii-t-3-direct marketing
Sem ii-t-3-direct marketing
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Sem ii-t-3-direct marketing

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  • 1. DIRECT MARKETING
  • 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. 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.  --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. 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.  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. 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. 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. 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. 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. 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. 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. 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. 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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