direct mailing

Wednesday, April 12, 2023

Chapter No:10 - DIRECT MARKETING Ameerul Hasan 1DIRECT MARKETING

AMEERUL HASAN ,MUJIMRC,Bhiwandi

Wednesday, April 12, 2023Chapter No:10 - DIRECT MARKETING Ameerul Hasan

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Direct Marketing

Direct marketing is the use of consumer-direct channels to reach and deliver goods and services to customers without using market middlemen.


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Benefits of DM

Market Demassification has resulted in number of market niches

Consumer Short of times Tired of traffic & Parking Toll free Numbers Website availabe 24 * 7 Marketers commitment to service Growth of Courier Industry


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Avialablity of mailing list of almost any group

Free Email Services SMS Less visibility to competitors


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Methods of Direct Marketing

Face to Face selling

Direct Mail Marketing

Direct Response Marketing

Data Base Marketing

Mail order Marketing

Telemarketing

Tele/Home shopping


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Constructing a Direct Mail Campaign

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•Establish objectives

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•Select target prospects

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•Develop offer elements

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•Test elements

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•Execute

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•Measure Sucess


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Telemarketing

To attract new customers

Order goods & services

Inbound & Outbound telemarketing


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Asian Sky Shop

Customer watch a TV program demonstrating merchandise & then place for order by telephone


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Chose & Select on net


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Data Base Marketing

Planet M Database marketing activity


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Interactive Marketing


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Micro Site


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Public & Ethical Issues in DM


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1 Avon Products, Inc

2011 Net Sales: $11.3 billion ,Country: USA Avon is the founder of modern direct selling and the acknowledged world

leader in cosmetics, fragrances and toiletries. Avon’s well-known product lines include Avon Color, Anew, Skin So Soft™, Advance Techniques Hair Care and Avon Naturals and mark™.

2010 Rank: 1 2010 Net Sales: $10.9 billion Sales Method: Person-to-person Compensation Structure: Single-level and multi-level Products: Beauty, fashion jewelry, apparelMarkets: 100Salespeople: 6.5 millionEmployees: 42,000Headquarters: New York, N.Y.Executive: Sheri McCoyYear Founded: 1886Stock Symbol: AVP—NYSEwww.avon.com

http://www.avon.com/


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2. Amway

2011 Net Sales: $10.9 billion,Country: USA Amway offers consumer products and business opportunities in more than 80

countries and territories worldwide through more than 3 million distributors. Top-selling brands for Amway are NUTRILITE vitamin, mineral and dietary supplements, ARTISTRY skin care and color cosmetics, and eSpring water treatment systems. Alticor is the parent company of Amway.

2010 Rank: 22010 Net Sales: $9.2 billionSales Method: Person-to-personCompensation Structure: Multi-levelProducts: Cosmetics, personal care, food and beverage, home care, wellnessMarkets: 80Salespeople: 3 millionEmployees: 20,000Headquarters: Ada, Mich.Executives: Steve Van Andel and Doug DeVosYear Founded: 1959www.amway.com

http://www.amway.com/


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3. Herbalife Ltd.

2011 Net Sales: $3.5 billion,Country: USA Herbalife is a global nutrition company that sells nutritional supplements

and weight-management and personal-care products. Its products have been developed by scientists, physicians and nutrition experts, including Nobel laureate in medicine Louis Ignarro, Ph.D.

2010 Rank: 52010 Net Sales: $2.7 billionSales Method: Person-to-personCompensation Structure: Multi-levelProducts: Cosmetics and personal careMarkets: 79 Salespeople: 2.7 millionEmployees: 5,000Headquarters: Los Angeles, Calif.Executive: Michael O. JohnsonYear Founded: 1980Stock Symbol: HLF—NYSEwww.herbalife.com

http://www.herbalife.com/


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7. Tupperware Brands Corp.

2011 Net Sales: $2.6 billion,Country: USA Tupperware is a global direct seller of innovative, premium products across

multiple brands and categories through an independent salesforce. Product brands and categories include design-centric preparation, storage and serving solutions for the kitchen and home as well as beauty and personal-care products.

2010 Rank: 72010 Net Sales: $2.3 billionSales Method: Person-to-person and party planCompensation Structure: Single-level and multi-levelProducts: Storage and serving products; beauty, personal careMarkets: 100Salespeople: 2.6 millionEmployees: 13,500Headquarters: Orlando, Fla.Executive: Rick GoingsYear Founded: 1946Stock Symbol: TUP—NYSEwww.tupperware.com

http://www.tupperware.com/


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Direct Selling Versus Direct Marketing


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Strength of Direct Marketing

Focused Cost effective Immediate & Flexible Tailored Messages Rapid delivery Relationship building


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Weakness Of DM

Intrusive Costly Fraud Lack of awareness Privacy Concern

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