Direct Marketing

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By :
Prof. Amit Kumar
07/04/15

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Profile of Prof. Amit Kumar
Assistant Professor-International Business & Marketing
• MBA in International Business Management from
University of Zurich, Switzerland (Full-Time)
• B.Tech in Computer Science from Sathyabama Deemed
University, Chennai, India (Full-Time)
• M.Com & PGDIBO, Presently Enrolled for Ph.D
• Teaching Experience: 05 Years (At PG Level)
• Industry Experience : 03 Years
• As a ERP Functional Consultant, New Delhi
• As a BDM at ABN AMRO, Abu Dhabi, UAE
• As a Software Trainee at Wipro, Banglore
IILM-GSM
Profile
07/04/15
2

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“A major change that is reshaping the face of selling is the
growth of direct marketing. This session explores the major
changes that are taking place, the key tools that can be
used and how the direct marketing process can be
effectively managed. It begins by explaining the meaning of
direct marketing before discussing the use of database
marketing. The management of direct marketing activities
will then be explored, including setting objectives, targeting,
achieving customer retention and creating action plans”.
ACCMAN
Importance of this course
Direct Marketing Contemporary Direct Marketing
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ACCMAN
How this concept has evolved
and changed as we approach
to millennium?
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ACCMAN
The driving force behind this change has
been the information technology revolution,
which has enabled marketers to focus on
individuals rather than segments or masses.
Direct Marketing Contemporary Direct Marketing
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ACCMAN
Pareto’s Principle-application
in direct marketing
Direct Marketing Contemporary Direct Marketing
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7. Objectives:
• Understand relevance of direct marketing. How is it
different from marketing as we know it.
• Step-by-step procedure to build a base for direct
marketing
• How do we apply direct marketing for:
– Services
– High value products
– FMCGs
• Current scenario of direct market applications
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ACCMAN
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8. Contents
1. Introduction to Direct Marketing:
• What is Direct Marketing?
• Database marketing is another name for it
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ACCMAN
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9. Contents
2. Share of customer. Not share of market:
• Instead of concentrating on one product at a time &
trying to sell it to as many customers as possible focus
on one customer only & sell as much as you can to him
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ACCMAN
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10. Contents
3. Collaborate with customers:
• Acquisition is 6 times more expensive than retention
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ACCMAN
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11. Contents
4. Differentiate customers. Not just products:
• People are much more unique than products.
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ACCMAN
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12. Contents
5. Economies of scope. Not economies of scale:
• How much you know about each customer is more
important than how much you know about all customers
in direct marketing
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ACCMAN
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13. Contents
6. Manage your customers. Not just your products:
• A customer management firm manages the differences
among customers, rewarding some & getting rid of
others, improving the performance of each of them
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ACCMAN
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14. Contents
7. Engage your customers in dialogue:
• Instead of using media to expose your target audience to
your message, think of having a conversation with each
of your customers
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15. Contents
8. Take products to customers. Not customers to
products:
• As technology makes two-way, interactive
communication cheaper, & more accessible, it will be
less & less necessary to go physically into a retail
establishment to exchange information about what you
need before you make a purchase decision.
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ACCMAN
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16. Contents
9. Make money protecting privacy. Not threatening it:
• New media technologies will soon bring frequent
marketing solutions: “host” systems & privacy
intermediaries
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ACCMAN
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17. Text
1. The One To One Future by Don Peppers & Martha
Rogers. Currency Doubleday
2. Principles of Direct Database Marketing by Alan Tapp
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ACCMAN
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18. Marking System
1. Assignment/Project: 20 Marks
2. Individual Presentation: 20 Marks
3. Final Exam (End-Term): 60 Marks (02 Hours)
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ACCMAN
Dead-Line for Project Submission will be
on 16th
Dec 2012.
07/04/15

19. Project Details in Direct Marketing
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ACCMAN
Click
07/04/15