This document outlines a marketing project for a direct marketing campaign. It includes 9 sections: 1) situation analysis, 2) consumer analysis, 3) product/company introduction, 4) objectives, 5) strategies, 6) media strategy, 7) creative strategy, 8) budget, and 9) evaluation. The project requires students to form groups, submit draft sections throughout the course, and do a final presentation on their direct marketing campaign plan.

1. PROJECT OUTLINE
DIRECT MARKETING CAMPAIGN FOR A PRODUCT/SERVICE
Table of Contents
Section 1
Situation Analysis
• Extent of Demand (Current Market Demand/Size of Market)
• Segmentation Basis
• Target Market & Decision Makers
• Product Life Cycle Stage
• Competitor Analysis
o Direct and Indirect Competitors
o Porter Model
o Direct Competitors Marketing Mix
• SWOT Analysis
Section 2
Consumer Analysis
• Questionnaire and Findings summarized in written and graphical form.
• Questionnaires should be filled by the firms existing or prospective
customers and it must be attached as Annexure.
Section 3
Introduction of Product and Company
• Introduction of Company and Product
• Profile, attributes and Features of product (tangibles and intangibles)
• Competitive Product Advantages/ Differentiation Features
• Brand Name and Rationale
• Intended Brand Positioning
Section 4
DM Objectives
• Fulfilling SMART Criteria (Objectives Related to this Campaign only)
Section 5
Strategies
• Data Acquisition (How will your firm acquire the data of its prospective
customers?) List of the prospects to be attached as Annexure
• Your Strategies/Marketing Mix such as Product, Pricing, Supply chain
(Transportation, ware housing etc), Promotional strategies etc.

2. Section 6
Media Strategy
• Details of Mediums (Direct Mail, Catalogue, Telemarketing, Direct
Response Radio/Print/TV, Social Media and others)
• Reasons for selecting particular media vehicles
• Media Plan (Time lines)
Section 7
Creative Strategy/Message Design
• Direct Mail Message design (DM Letter, Inserts (Flyers), Coupons,
Response Cards, CD’s and Outer Envelops, Brochures, Reply Envelops
• Catalogues
• Telemarketing Message Formats
• Infomercial Message Design (Story board)
• Social Media (Face book, Tweeter, Linked In, Orkut etc), Search Engine
Optimization, Online Live help
• DR Radio Message (Script)
• DR Print Formats
• Visiting cards of the group members.
Further what strategies firm is using to encourage Call to Action.
Section 8
Direct Marketing Budget
• Media Weightage
• PKR up to 5 Million
• Cost per each media (tabulated)
Section 9
Evaluation Criteria and Measuring the Results (Describe the methods, your firm will use
to evaluate the results of its DM campaign).
Group Formation Criteria
1. Each group should consist of minimum 2 and maximum 4 students.
2. Once a group is formed, the member(s) cannot change/leave his/her group.
3. The dead line to form your group is 3rd Lecture of the course.

3. Project Requirements
1- The project is worth 15 marks
2- Two colored copies are required (Teacher Copy and Student Copy)
3- Project requires three rough drafted, typed assignment during the course
work as a Compulsory Assignment
4- Final Project Submission and Presentation date is 12th lecture of Course
5- Presentation will be required on Multimedia (Power Point Slides or
Macromedia Flash) and presentation by each group member is mandatory.
6- While submitting your assignments or giving presentations, do observe the
project outline.
7- Annexure, Supplementary Materials and related figures, charts,
questionnaires, Visiting cards of the contacted person in a firm etc can be
attached at the end of the project
Assignment Submission Dates:
1. Section 1 to 3 Lecture No. 6
2. Section 4 to 6 Lecture No. 9
3. Section 7 to 9 Lecture No. 12
4. Presentations Lecture 12 and Onward