definingdm
Transcript of definingdm
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Direct Marketing
Pankaj sharma
PGDM 051
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“Direct marketing is selling your own catchto a buyer at a point farther down thedistribution chain than a primary
processor.”
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Two way communication between customer orprospectand company.
Sometimes called interactive marketing.
No middle man.
Measurable, database always used.Direct
marketer is always accountable.
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Direct Mail.
Internet.
Door to Door
Tele-Marketing.Tailored Publication.
Net -Work Marketing.
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process or otherwise prepare your fish for sale;
package, ship or otherwise deliver your fish;
arrange sales or attract retail customers;
collect payment on your sales; and
deal with all the extras like fish tickets, licenses, permits, and
fisheries taxes.
Direct Marketers don’t eliminate themiddleman - they become the middleman!
You’re still a fisherman but now you alsohave to:
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Grower
And/orHarvester
Grower
And/orHarvester
Primary
Processor
Primary
Processor
Further Processor
And
Manufacturer
Further Processor
AndManufacturer
Wholesaler
Wholesaler
ConsumerConsumer
Food
ServiceFood
Service
RetailerRetailerBrokersBrokers
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Grower
And/orHarvester
Grower
And/orHarvester
Primary
Processor
Primary
Processor
Further Processor
And
Manufacturer
Further Processor
AndManufacturer
Wholesaler
Wholesaler
ConsumerConsumer
Food
ServiceFood
Service
RetailerRetailerBrokersBrokers
The Direct Marketing Seafood Chain
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•Telemarketing: Direct marketing that involvescalling people at home or work to ask for donations,an opinion, or for sales purposes.•Email Direct Marketing: This form of direct
marketing targets consumers through their Emailaccounts. Email addresses can be harvested fromwebsites, forums, or purchased. Some companiesrequire you to receive announcements to use their
websites.•Direct Mail Marketing: Advertising material sentdirectly to home and business addresses.
Types of DirectMarketing
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NEWSPAPES
MAGAZINES
TELEVISION
TELEPHONE-BASEDDIRECT MARKETING
(TELE MARKETING
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Flexible Targeting
Direct marketing enables you to talk directly identify,
isolate and communicate with well-defined target
markets. This means you get a higher conversion and
success rate than if you tried communicating to everyone
in the mass market. And direct marketing is also far
cheaper than mass market communication.
Multiple Uses
Direct marketing doesn't just have to be used to sell - it
can be used to test new markets and trial new products or customers, to reward existing customers to build loyalty,
collect information for future campaigns, or segment a
customer base
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Cost-Effectiveness
The cost per acquisition of direct mail can be significantly less
than other marketing methods. Plus once you've acquired a
customer, you can also benefit from highly profitable repeat
sales, gained once again through direct marketing methods.
Rapid DeliveryDirect marketing is both swift and flexible in achieving
results. This is especially true for telemarketing, one of thedirect marketing tools, as the results of a conversation can
be logged immediately and scripts adjusted straight away to
improve results.
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Testing CapabilityDirect marketing allows you to test, test and test again in
order to hit upon the most successful combination of direct
marketing tools. Any of these variables such as timing, list,
message, mailer and offer can be adjusted, tested again, and
measured to find the optimum direct marketing proposition.
Relationship Building
Direct marketing is far more effective at initiating and
developing a meaningful dialogue with new customers. From
the outset you have a direct relationship with them, which canalso be used as part of a push pull strategy to stimulate
demand for retailers.
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Targeting of Messages
Direct marketing can enable you to target different messages
to different recipients. Using technology such as digital
printing, it's even possible to display different images,
designs and offers in a direct mailer according to who it's
being sent to, as well as personalising the mailer to the
recipient to increase conversion rates.
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The Indian Direct Selling Association
IDSA is an autonomous, self-
regulatory body for the direct selling
industry in India. The Associationacts as an interface between the
industry and policy-making bodies of
the Government facilitating the cause
of Direct Selling Industry in India. itsmembers are of high national and
international repute having set
standerd in delivering quality goods &
in following ethical practices.
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Founded in the USA in 1959, Amway is a global business
with 6,000 corporate employees worldwide. It is one of theworld's largest direct sales companies that services and
supplies over 3.3 million IBOs in more than 80 countries
and territories in Asia, Africa, East and Western Europe
and the Americas
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Amway and the seller or Independent Business Owner
is at the heart of Amway’s approach to direct
marketing.The main benefit of this form of marketing is
that it allows the Independent Business Owner to focusupon individual customers and their needs,with the
Independent Business Owner sourcing the consumer
ratherthan the consumer having to visit a shop.
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Independent Business Owners own their own business &
deal directly with their ownclients . These IndependentBusiness Owners also have the ability to deliver Amway’s
products to their customers’ homes. Independent
Business Owners sell to peoplethey know or meet. The
personal contact and care they provide is animportant element in direct marketing.
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"It takes much longer for direct selling companies todevelop brand loyalty among their customers but it
lasts that much longer. While comparing us with HLLor P&G, one must keep in mind the fact that our base is much smaller than these companies."
William S. Pinckney, CEO and Managing
Director, Amway India Enterprises.
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