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