Marketing and Branding and positioning of Philately

Marketing of Philately

Philately • Philately is a delightful and creative hobby that engages the mind

of the collector in an intelligent manner and satisfies the aesthetic tastes of a person.

• It not only expands knowledge but also gives information about the world we live in.

• It gives interesting details of politics, history, prominent personalities, national and international events, geography, flora and fauna, agriculture, science, Astronomy, monuments, soldiers, warriors, scientists, arms and ammunition, modes of transport etc.

• This process of learning becomes more delightful through visuals and brief write-ups accompanying Stamps as an information sheet.

• In addition, philately cultivates a meticulous and focused attention to detail.

• There is a need to inculcate this hobby among young children so as to broaden their perspective and ignite creativity among them.

Marketing: A snapshot of present scenario

There are a few gaps in the present system of marketing of philatelic stamps. These include the following:

• The stamp issue calendar is tentative, prone to last minute changes & there is little pre release publicity.

• This is in contrast to established global philatelic practices where calendars are issued well in advance and adequate pre release publicity ensures all stakeholders are effectively informed.

Supply chain for philately stamps

• The stamps are printed in government security press.

• They bundle and dispatch the stamps directly to philatelic bureau.

• FDC and information brochure is dispatched by the philately division to the philatelic bureaus.

• This unlinked supply chain is difficult to monitor.

• Stamps, FDC and information brochure often reach philatelic bureaus with delay.

Challenges

• Philatelic bureaus (81) and philatelic counters (1100) form the structure for marketing stamps.

• These are the points of sale and supply to philatelists and PD a/c holders.

• Philsim software reflects stamp availability at the bureaus, but do not give information about counter level.

• Usually supplies to counters and to PD a/c holders are delayed

• Many philatelic counters do not receive all the stamps for sale.

• This inefficiency is one of the prime de-motivators for budding philatelists.

Challenges• There is no standard mode or media for

publicizing new stamp issues. • It is not mandatory to issue press release for each

& every issue. • Lack of proactive information dissemination and

publicity translates to lack of interest among all stakeholders including the employees of DOP.

• Philately is the most colourful and creative among the entire gamut of activities of India Post.

• Yet there is no global online presence (epost office is for domestic sale) for the sale of these attractive creations.

Present scenario

• The marketing push has at its core:– a lack of marketing strategy and – lack of institutionalized marketing

setup at all levels.

Way forward

• Plugging of these gaps will be crucial to any sustainable marketing initiative.

• Philately, despite carrying the tag of “king of hobbies”, is on the sidelines due to lack of a significant marketing push.

Marketing Strategy

Launching a new stamp is akin to launching a new product.

Such new Product launches require considerable planning and intensive execution effort. A new product launch progresses through a number of important stages:

• Internal communications: to guarantee high levels of awareness and commitment to the new product;

• Pre-launch activity, – to secure distribution – to ensure that the sales channel have the skills, resources, and

knowledge to market the product;

• Launch advertising and other forms of customer communication.

• Launch events at the national, regional, and/or local level;• Post-event activity to help the sales force (staff at counters

and bureaus) and other channels (distributors, collectors, philatelists etc) to make the most of the event;

Comprehensive Internal Launch

1. Internal communication :• Internal communications are vital to the early success

of any product launch program.• Internal communication sell the concepts to the staff

who commit themselves to it. • It also ensures coordination in many activities like

distribution, and marketing. • This helps to create awareness of the scope and

benefits of the product to the staff so that they can contribute effectively.

• They should be fully briefed on the new product to enable them to plan and execute on the external communications process.

Internal communication• US Postal Service has one of the best

internal communications program for their philatelic product launches.

• USPS makes available all relevant information, press releases etc on their website.

• The purpose : – to highlight the strategic importance of

the new stamp – to develop a high level of interest before

the stamp is introduced to customers.

Pre launch activities / launch events

• Since issuing stamps is the only truly sovereign function of Department of Posts, each issue should be celebrated as an event in the philatelic bureaus.

• Activities that can be planned at Bureaus:– Holding small function on the day of issue or immediately

after – Ensuring presence of local media, public representatives,

school principals, representatives from local philately clubs etc .

– Presence of local media help to create public awareness.

• All such effective public relations events will ensure that the stamp receives good coverage in the right media.

Pre release Guide

• The pre release guide will insure that everyone involved in the launch process understands the product, and the launch itself.

• This guide may contain, in detail, the following:

– An Explanation of the Background: This section of the guide will cover the background to the launch and the market opportunities. For example:

– Why is the new stamp being launched?– How does it fit into the Post Office’s overall strategy?– What is the proposed target group?– What new sales opportunities does this stamp provide?

 

Branding of Philately

• Workshops in schools on regular basis . It includes: – audio visual presentation, – quiz on philately, – on the spot stamp designing contest,– prizes etc.

• Publicity in local print media • Special emphasis on tourist destinations.• Philatelic souvenirs.

New Initiatives for marketing of philately

Promotion of My Stamps• Marketing of Mystamp is outsourced under

different scenarios• Commission for marketing of the product and

discounts to the customers are admissible.• Outsourcing of various activities under My

Stamps is through suitable tendering process. • The rates of commission/outsourcing is on the

basis of current selling price of one My Stamp sheet i.e Rs. 300.

• Circles can enter into tie-ups with Government institutions like Museums throgh due procedures

Promotion of My Stamp

S.No. Outsourcing Scenario Upper ceiling for outsourcing/Commission

i When Hardware, Manpower and Space is provided by the vendor/Establishments.

30% of selling price of a My Stamp Sheet

ii When Hardware & Manpower provided by the vendor/Establishments and space is provided by the DOP.

25 % of Selling price of a My Stamp Sheet.

iii When Hardware and Space provided by the vendor/Establishment and Manpower provided by DOP

25 % of Selling price of a My Stamp Sheet.

iv commission rate to outsourcing agents/Establishments, If Hardware and Manpower provided by the DOP and Space is Provided by the vendor/Establishment

10% of selling price of a My Stamp Sheet.

Contd…

• Postal Assistants are entitled to commission for marketing of My Stamp; – 10% of the sale value of a My Stamp

sheet provided the marketing is done beyond duty hours.

• Projected revenue from My Stamp- Rs. 90 Crore.

Discount Slabs Discount slabs for bulk customers.  • Purchase of 2 -100 My Stamp Sheets = 10%

discount• Purchase of 100 or more My Stamp

Sheets= 20% discount•  The discounts are available for customers

who buy My Stamps from – Philatelic Bureaus/Counter/Postal/Philatelic

Museums.

 

Important Philately issues

• FIFA World Cup• Indian Metal Craft• Musicians of India• Stepwells of India• 160 Years of India Post.

Exercise

• 5 different groups in the class should device marketing plan for one of the important issue of philatelic stamps

Action Plan

• Up-gradation of philately bureau/counters• Opening of new philatelic deposit accounts• Timely dispatch of philatelic materials to

collectors.• Data base of PD account holders :

– email IDs and Mobile numbers .

• Reminders to PD Account holders to top up the balance in their account

• Good packing material to be used for despatch of Philatelic material

Action plan

• Philately is a monopoly product.• Stamp Release functions at local level• Advertise and publicise in local media.• Tie-ups with museums, institutions etc.• Availability of Special Cancellation for

collectors.• Pictorial cancellations at tourist places.• Issue of special covers to commemorate

important events in state.• Presentation packs

Thank You