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2 direct marketing
Direct marketing involves using direct channels to reach customers without intermediaries. It can include direct mail, telemarketing, websites, mobile apps, and kiosks. Direct marketing differs from conventional marketing in that it deals with customers directly through interactive, one-to-one communications rather than indirectly through mass marketing channels. Successful direct marketing requires targeted customer databases, high-quality products, and sustained effort. Common forms of direct marketing include catalogue marketing, direct mail, telemarketing, home shopping, and direct selling through independent distributors.
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2 direct marketing
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- 2. What is DM??? Direct marketing is the use of consumer direct channels to reach & deliver goods as well as services to customers without using marketing middlemen.
- 3. Channels used… Directmail Telemarketing Kiosks Websites Mobile devices
- 4. Distinguish… CONVENTIONAL MKTG CM ismass marketing It deals with customers indirectly CM is one way activity It relies heavily on marketing channels/stores DIRECT MKTG It deals with customers one-to-one DM deals directly DM is interactive marketing DM is channel-less
- 5. Requisites for thesuccess… Database Close targeting of prospects Service guarantee & product warranty An eye for details Sustained effort
- 6. FORMS of DM… Catalogue Marketing Direct Mail Marketing Telemarketing Tele shopping/Home Shopping Direct Selling/Home Selling
- 7. Direct Mail Aboutthis product- Surat Diamond Gift Voucher Rs 1500 The Voucher can be redeemed at products of Surat Diamond Pvt Ltd. View Products This voucher cannot be exchanged for cash or cheque No Duplicate will be issued if this voucher is lost or misplaced This voucher is valid for Six months from the date of issue Validity of the Voucher will be extended upon written request of the voucher holder The holder of this voucher is deemed to be the beneficiary Any Dispute should be referred to the company and the decision of the company shall be final This voucher has been issued subject to the terms of the company This voucher can be redeemed in part within the validity of the GIFT CERTIFICATE Note : Shipment within India only
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- 9. More on DirectSelling… Direct selling is a dynamic, vibrant, rapidly expanding channel of distribution for quality products through independent business people
- 10. Methods of DirectSelling Person-to-person Party selling or Group presentations Unique company marketing techniques
- 11. No Barriers… Men/womenacross all age groups from 18 to 80years No fixed education or previous experience required Direct selling companies provide all the training to get started & to grow in the business
- 12. Reasons why peoplejoin a DS company… Wholesale/discount buyers Short term sellers with specific objectives Part time sellers Social reasons Recognition Full time career oriented sellers & business builders
- 13. Product Mix…Top Quality Products(Year 2009) Pr Product 20072 2007(%) Household Goods 26.99 Health & Wellness 24.29 Cosmetics 7.04 Financial Products 15.54 Personal Care 10.96 Other 4.41 Fragrance 7.33 Jewelry 3.44 100.00% 2007(%) 200
- 14. Governing Body…IDSA India VISION: To make direct selling the most respected industry in India MISSION: To enhance lives by sharing & protecting the direct selling opportunity for personal, professional & financial development To work towards a policy framework for direct selling with the Government & stakeholders To encourage & maintain an environment where members can operate independantly,ethically & progressively,where direct selling is regarded with merit by the entire community
- 15. Direct Selling/Home Selling… Amway means “American Way"; coined in 1959 Fundamental of the company:Freedom,Family,Hope,Reward Amway India established in 1995 & emerged as largest Direct Selling Company in FMCG Record turnover of 800 Cr from Jan to Dec 08 Market share about 40% in India 125 offices & 55 city warehouse facilities Currently offers 105 products in categories like: Personal care, Home care, Nutrition & Wellness, Cosmetics Member of IDSA (Indian Direct Selling Association)
- 16. Direct Selling/Home Selling… Tupperware Brands Corporation is based in Orlando, Florida started in 1946 It has a family of eight leading brands with USP of special air tight, liquid tight seals that lockin freshness & flavor
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- 19. MLM Concept… Alsoknown as- Network Marketing, Affiliate Marketing, Member Get Member Program