CT MAR KE T

DIRE


 Direct Marketing is the process by which a

firm approaches its customers on one-to-one
basis and markets its products directly to
them.
 Direct Marketing
 Conventional
Marketing

► Deals customers directly ► Deals customers

► Interactive marketing, indirectly.
with two-way ► One-way activity
communication ► Relies heavily on
► Does not involve marketing marketing
channels/stores channels/stores
► Does not involve ► Relies heavily on
advertising/mass advertisement/mass
promotion promotion.
 

Advantages of Direct Marketing over Mass Marketing

►
► Near-Perfect Solutions to Customers Problems
►
► Provides for customization
 Example: Levis Strauss – introduced web-linked
kiosks in its stores, where customers can design
their own pair of jeans, choosing from a no. of
styles, colours shapes and sizes. The information is
instantly delivered to its Tennessee factory.


► Helps achieve Excellence in Products and

Services
  Requisites for success of Direct Marketing
►
► Comprehensive, Reliable and Updated Database
► Careful and Close Targeting of Markets/Prospects
► Service Guarantee and Product Warranty.
► Backroom Logistics
► Mechanisms for attending the responses promptly.
► Eye for Details
► Care should be taken in designing the mailer. Outside envelope,
the sales letter, the reply form and the reply envelope all must
be developed carefully.
► Effort
►
  Forms of Direct Marketing


1.Mail Order Marketing/Catalogue Marketing

2.Direct Mail Marketing
3.Direct Response Marketing
4.Database Marketing
5.Telemarketing
6.Teleshopping (Home Shopping)
7.Online Marketing/Marketing on the Web.
 

1. Mail Order Marketing (MOM) /Catalogue Marketing



also known as Mail Order Business (MOB)

 Use catalogues for communication with the consumer.
 Interested consumers respond by placing a mail order
on the marketer, the product is supplied to the
consumer by mail.
 Examples:
 Anjali Textiles
- Sarees
 Mother care India – Kids Products
 Surat Diamond – Jewellery Products
 Music Today - Entertainment
2. Direct Mail Marketing


 When a manufacturer markets his products by the same as

previous method.
 In direct mail marketing not only letters/brochures are
mailed to the prospects, but free product samples, gifts
and compliments are also mailed, depending on the
context.
 Examples:
 Denim after shave – direct mail to the elite clubs in the
metros. Mailed a brouchure. Order forms were included
in the brouchure.
 Lux Soap – a special concessional offer to prospects.
Ordered item will be delivered at the doorsteps of the
customer and cash could be paid on delivery.
2. Database Marketing


 Data base is the foundation for the direct marketing.

3. Telemarketing Marketing


 Call Centre
 Planning and Preparation
4. Teleshopping/Home Shopping


 Marketers hawks the product on the air and the consumer

watches it on his TV screen at home, phones up the
marketer and buys his requirements.
 Benefits the customers:
 Lower prices, discount, gift offers etc.
 Wide range of selection
 Demonstration about product
 Benefits the manufacturer:
 Promotes their sales and reduces their costs.
 Provides direct link to the consumer.
 Save the margins, as it bypass channels.
 Low-cost retailing system
 Benefits the marketer/teleshopping network
 Benefits the TV Channel

  Teleshopping in INDIA


CHANNEL
 - NETWORK
 DD - Dee’s Home Shopping
 DD - Teleshopping Network
 Zee - Asian Sky Shop
 United Television - United Teleshopping
  MARKETING ON THE WEB
Access to all markets

Renders global marketing feasible for even small firms

Helps constraints free growth

Scope for enhancing customer value and customer service

Helps target the customer individually

Helps relationship with customers.

Helps reduce costs

Business costs

Marketing cost

Channel costs

Communication/Promotion costs
  MARKETING ON THE WEB
Enhances marketing productivity

Keeps sales people together electronically and enables them

work as a team in serving the customers.

Allows companies to fucntion to flexible

Enables to adjust quickly to market conditons.

  MARKETING ON THE WEB


Benefit to the customers :

Convenience

Scope for informed and competitive buying

Search advantage and options

Can get more for less.

Transparency

Accuracy

Shifting of the poor equation in favour of the consumer.