PHASE 2 INDIVDUAL PROJECT

Global Gadgets Imports, INC.

MKTG630-100A-03Applied Managerial MarketingJeffery FrohweinBy Delisa C. Fryer

INTRODUCTION

This presentation will cover various elements of Direct Marketing and the Privacy Issues that GGI will address, and the benefits as well as the disadvantages of the major issues surrounding the new forms of

Marketing

Direct Marketing and the Issues of Privacy• Drive incremental sales• Integrate digital media• Combat competition• Acquire new customers

Strategy enhancment• Incremental of sales • Client supplied a 4-page insert with 19

coupons for various frozen food items• Inserts were placed in both Newspapers

and GGI Shared Mail• Insert distribution based on household

penetration within the targeted stores trade areas

• Promotion last 8 weeks

Result measuring• Cost per acquisition• Cost-per-piece• The response rate.

MARKETING PROCESS

Conventional Channels

Mail Fax Telephone Web Based

All Electronic Services

There are privacy invasive issues using the

conventional channels

There are privacy invasive issues using the

conventional channels

The conventional channels are well

understood

The conventional channels are well

understood

Mail, fax, telephone email and web

Mail, fax, telephone email and web

Arrives along with other mail

Arrives along with other mail

Has to compete with other materials

Has to compete with other materials

The customer can overlook and throw

it away

The customer can overlook and throw

it away

Mostly Black and White Images

Mostly Black and White Images

Customer can choose when they will receive them

Customer can choose when they will receive them

Disadvantage of a Fax has the

possibility of getting loss or misplaced

Disadvantage of a Fax has the

possibility of getting loss or misplaced

This means of communication is

performed by telemarketers

This means of communication is

performed by telemarketers

This either outbound

telemarketing

This either outbound

telemarketing

Inbounds telemarketing

Inbounds telemarketing

Web Base communication is

more popular today

Web Base communication is

more popular today

Music and images can get a customer

to return to your site

Music and images can get a customer

to return to your site

The internet is the communication channel of the

future

The internet is the communication channel of the

future

The average customer only shop online

during Christmas , other holidays and

special occasions

The average customer only shop online

during Christmas , other holidays and

special occasions Electronics will only

become more sophisticated in the

future

Electronics will only become more

sophisticated in the future

Look for everything to move electronically

Look for everything to move electronically

Different Forms of Communication for Direct Marketing

• This will enable GGI to communicate in a colorfull fashion

• Fax are• limited

channel of communication

• This method is a by voice only medium

• GGI Web site is a channel that enable our customers to make online payments, and place orders.

• Electronic Services are more popluar today, because most communication is done via email, or internet

• These are well established ways

Channels of Communication

FaxTelephoneElectronicWebEmail

Pull Strategy

Sal

es T

eam

sC

hannel D

evelopment

Obtaining Consumer Information

Development.

Primary issue is privacy

Personalization

Appropriately using Customer Data

Personalize web pages

Benefits of Peraonalized Strategy

Accomplished Goals, without invading a customers privacy.

Marketing Personalization

Purchases • Shoppers tend to

purchase form the same places in the same manner

• Shoppers seeking value these customers channel surf before making that final purchase

• High involvement shoppers tend to gather information in all channels before making their final choices.

Three types of Shoppers

1. Service/quality shopers

2. Price/value Shoppers

3. Affinity shoppers

Marketing : Understand Customers Needs

InternetGlobal

City

and

Sta

teInternational

Country

Direct Marketing and Privacy Issues

City and State Sale of product

Marketing on a Global level.

Marketing and Advertising on the Internet.

International export of products

The nationwide sale of products

• International Privacy Laws• Management• Merges and Acquistions Privacy

laws

Policy& Strategy

• Personal Information • Telephone, email, address and

banking information• Third party

Privacy

• The U.S. Freedom of Information Act (FOIA) is a law ensuring public access to U.S. government records.. 552 Public information; agency rules, opinions, orders, records and proceedings

The Freedom of Information Act

Sercurity LinksChanges Your Rights

Data Protection

Data Protection Act and The Freedom of Information Act

Summary • Direct Marketing and Privacy Issues• Strategy Enhancement • Measuring Results• Different Forms of Communication for Direct Marketing• Channels of Communication• How do direct marketers obtain consumer information? What are some of

the issues faced in effectively and appropriately using this data?• Privacy Laws• Data Protection Act and The Freedom of Information Act

Clarke, R. (1995-2010) Direct Marketing and Privacy Retrieved October 18, 2010 from http://www.anu.edu.au/people/Roger.Clarke/DV/DirectMkting.html

FOIA (2010)Freedom of Information Act Retrieved October 17, 2010 from www.justice.gov/amend-fioa-redlined.pdf

Iinfopackets (2010)Information technology abuse—issues Retrieved fromwww.infoackets.com-technology/ PL&B (2010) Privacy Laws & Business Retrieved October 16, 2010 from WWW.privacylaws.com

Virtual Advisor, Inc (2009) Personalization strategies to attract and retain customers Retrieved October 17, 2010 from http://www.va-interactive.com/inbusiness/editorial/sales/ibt/personal.html

Sdmg (2010) Strategic direct marketing group Retrieved October 16, 2010 fromhttp://www.sdmg.ca/PermissionBased_Marketing.asp

Clarke, R. (1995-2010) Direct Marketing and Privacy Retrieved October 18, 2010 from http://www.anu.edu.au/people/Roger.Clarke/DV/DirectMkting.html

FOIA (2010)Freedom of Information Act Retrieved October 17, 2010 from www.justice.gov/amend-fioa-redlined.pdf

Iinfopackets (2010)Information technology abuse—issues Retrieved fromwww.infoackets.com-technology/ PL&B (2010) Privacy Laws & Business Retrieved October 16, 2010 from WWW.privacylaws.com

Virtual Advisor, Inc (2009) Personalization strategies to attract and retain customers Retrieved October 17, 2010 from http://www.va-interactive.com/inbusiness/editorial/sales/ibt/personal.html

Sdmg (2010) Strategic direct marketing group Retrieved October 16, 2010 fromhttp://www.sdmg.ca/PermissionBased_Marketing.asp

Reference