Transcript File - Chandni Devani

DIRECT MARKETING
MULTI LEVEL MARKETING
Chandni Devani
10/23/2010
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Direct Marketing
Direct marketing is a form of Advertising.
Traditional Ways:
Modern Ways: Using, techniques such as
promotional letters, street advertising.
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TYPES
E-Mail marketing
Tele Sales
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Tele Marketing
Telephone Research
Direct mail
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Database Marketing
It is an interactive approach to marketing, that uses all
communication tools to reach out to target market.
What it Does?
Records the details like name
Address
Frequency of product use
R-F-M Formula
Recency
Frequency
Monetary Amount
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Benefits
Flexible
Multiple Sale
Cost Effective
Rapid Delivery
Relationship Building
Comfort to customer
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Criticism
Large amount of waste
Cannot Refuse to pay customer claim.
Low response rate
Misuse of Database
Hostility and resistance to junk mail.
Database needs to be updated regularly.
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How a company uses Direct Marketing
Dell Computers
Landsend.com
Direct Online Shopping Marketing
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Group 4 Chikoo Chips
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Future of Direct Marketing
Personalized Direct mail
Wide use of Debit & Credit card
Reaching out Rural & Semi-Rural
Markets
Emergence of Specialized Database
By 2020, text-to-voice converters will
allow access to e-mail from cell phones.
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Multi level Marketing
Multi-level Marketing is a popular way of retailing in which
consumer products are sold, not in stores by sales assistants,
but by independent businesspeople or Direct Sellers, usually
in customers' homes or offices.
Word of Mouth Marketing Plays an important role in multiple
marketing, because it all starts with network of people.
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Benefits of MLM
Product direct from the firm.
The material is of superior Quality
Always genuine.
Business without any investment or
liability.
Less advertisement cost.
Grows on co-operation.
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Criticism of MLM
Non fulfillment of promises for the
majority of participants.
Fixing and making exaggerated income
claims.
The exploitation of personal relationships
for financial gain.
Eg. Amway was found guilty of price
fixing & making exaggerated income
claims.
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How a company uses Multilevel
Marketing
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Difference
Direct
Marketing
Salary As Benefit.
Product Directly
reaches to End
consumer.
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Multilevel
Marketing
One gets Superior Position,
SILVER ,GOLD STAR
DIAMOND ,PRESIDENT
CLUB , CROWN.
Product Reaches through
chain of People So it
Multiplies At each level.
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Bibliography
www.enterpreneur.com
www.richdaystocome.com
www.wikipedia.com
Books :
Marketing Management - Rajan Saxena
Marketing Management Book - Philip Kotler
Complete Guide Direct Marketing - Chet Meisner
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