Transcript
What is DM???
Direct marketing is the use of consumer direct channels to reach & deliver goods as well as services to customers without using marketing middlemen.
Distinguish…
CONVENTIONAL MKTG
CM is mass marketing It deals with customers
indirectly CM is one way activity It relies heavily on
marketing channels/stores
DIRECT MKTG
It deals with customers one-to-one
DM deals directly DM is interactive
marketing DM is channel-less
Requisites for the success…
Database Close targeting of prospects Service guarantee & product
warranty An eye for details Sustained effort
FORMS of DM…
Catalogue Marketing Direct Mail Marketing Telemarketing Tele shopping/Home Shopping Direct Selling/Home Selling
Direct Mail About this product- Surat Diamond
Gift Voucher Rs 1500 The Voucher can be redeemed at
products of Surat Diamond Pvt Ltd. View Products
This voucher cannot be exchanged for cash or cheque
No Duplicate will be issued if this voucher is lost or misplaced
This voucher is valid for Six months from the date of issue
Validity of the Voucher will be extended upon written request of the voucher holder
The holder of this voucher is deemed to be the beneficiary
Any Dispute should be referred to the company and the decision of the company shall be final
This voucher has been issued subject to the terms of the company
This voucher can be redeemed in part within the validity of the GIFT CERTIFICATE Note : Shipment within India only
More on Direct Selling…
Direct selling is a dynamic, vibrant, rapidly expanding channel of distribution for quality products through independent business people
Methods of Direct Selling
Person-to-person Party selling or Group
presentations Unique company marketing
techniques
No Barriers…
Men/women across all age groups from 18 to 80years
No fixed education or previous experience required
Direct selling companies provide all the training to get started & to grow in the business
Reasons why people join a DS company…
Wholesale/discount buyers Short term sellers with specific
objectives Part time sellers Social reasons Recognition Full time career oriented sellers &
business builders
Product Mix…Top Quality Products (Year 2009)
Pr Product 20072 2007(%)Household Goods 26.99Health & Wellness 24.29Cosmetics 7.04Financial Products 15.54Personal Care 10.96Other 4.41Fragrance 7.33Jewelry 3.44
100.00% 2007(%)200
Governing Body…IDSA India
VISION: To make direct selling the most respected industry in
India
MISSION: To enhance lives by sharing & protecting the direct
selling opportunity for personal, professional & financial development
To work towards a policy framework for direct selling with the Government & stakeholders
To encourage & maintain an environment where members can operate independantly,ethically & progressively,where direct selling is regarded with merit by the entire community
Direct Selling/Home Selling… Amway means “American Way"; coined in 1959 Fundamental of the
company:Freedom,Family,Hope,Reward Amway India established in 1995 & emerged as
largest Direct Selling Company in FMCG Record turnover of 800 Cr from Jan to Dec 08 Market share about 40% in India 125 offices & 55 city warehouse facilities Currently offers 105 products in categories like:
Personal care, Home care, Nutrition & Wellness, Cosmetics
Member of IDSA (Indian Direct Selling Association)
Direct Selling/Home Selling…
Tupperware Brands Corporation is based in Orlando, Florida started in 1946
It has a family of eight leading brands with USP of special air tight, liquid tight seals that lockin freshness & flavor
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