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8/8/2019 Media in Direct Mrkng
http://slidepdf.com/reader/full/media-in-direct-mrkng 1/17
Success in DirectSuccess in Direct
MarketingMarketingIng. Janka Petrovičová, PhD.Ing. Janka Petrovičová, PhD.
Faculty of EconomicsFaculty of EconomicsMatej Bel UniversityMatej Bel University
Department of CorporateDepartment of CorporateEconomics and ManagementEconomics and Management
8/8/2019 Media in Direct Mrkng
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Success in DM -Success in DM -
1.Product1.ProductTraditional marketing questions:Traditional marketing questions:
Is there a need for a product?Is there a need for a product?
Is it practical and unique or exclusive at the same time?Is it practical and unique or exclusive at the same time? Is the product new (or would it be considered as a newIs the product new (or would it be considered as a newproduct?)product?)
Is it possible to chart/show the product interesting?Is it possible to chart/show the product interesting? Does it have specific features which can makeDoes it have specific features which can make
advertisement more interesting?advertisement more interesting?
Is it possible to distribute it easily?Is it possible to distribute it easily?
Is there a potential to be wrapped nicely?Is there a potential to be wrapped nicely? Has it been consumed during the consumption?Has it been consumed during the consumption? Is it under the fashion or season influence?Is it under the fashion or season influence? Is it normally available in common shops?Is it normally available in common shops?
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Factors Influencing theFactors Influencing the
ImageImage Current productsCurrent products Quality of new productsQuality of new products
Price levelPrice level Presentation levelPresentation level Cover of the productsCover of the products
Level of the next communication withLevel of the next communication withthe customersthe customers
PR of the firmPR of the firm
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SuccessSuccess in DM – 2.in DM – 2.
Segmentation andSegmentation and
PositioningPositioning
Tendency of theconsumers to generate
groups which consumer behaviour is relativelyhomogeneous
Fixation of product or service
supply which will take noticeableand worthy place in the mind of
consumer at the target market
Methods of customer
classification:
ABC analysis
Customer portfolio
Classification key
Customer value
Scoring models
= creative, psychological
decision making processrelating with differentiation
Emphasizing the features which
distinguish product (supply)
from the competition
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SuccessSuccess in DM –in DM –
3.Supply3.Supply Price – price tacticsPrice – price tactics Order – post return, telephone, fax, e-mail,Order – post return, telephone, fax, e-mail,
smssms
Transport and manipulation – post and packing Transport and manipulation – post and packingratesrates Selling quantity – different packingSelling quantity – different packing Attributes variability – adaptation according toAttributes variability – adaptation according to
the customer needsthe customer needs
Buying conditions – cash, loanBuying conditions – cash, loan Stimuli – gifts, competitions, discountsStimuli – gifts, competitions, discounts Limitations – time, quantityLimitations – time, quantity GuarantiesGuaranties
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Basic Forms of SupplyBasic Forms of Supply
Free informationFree information
Free-of-charge trialFree-of-charge trial
Determined purchaseDetermined purchase
Until restrictionUntil restriction
Yes-noYes-no
Time limitTime limit
Tell and gain a friendTell and gain a friend
CompetitionCompetition
DiscountsDiscounts
Negative limitNegative limit
Positive membershipPositive membership
Life membershipLife membership
Load everythingLoad everything
Free giftFree gift
Gift with paying by cashGift with paying by cash
Added supplyAdded supply
Luxury alternativeLuxury alternative
PrivilegePrivilege
Guaranty of redemptionGuaranty of redemption
MultiproductMultiproduct
Small addingSmall adding
Supplemented supplySupplemented supply
Good-better-bestGood-better-best
Optional term of repay abilityOptional term of repay ability
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Success in DM – 4.Success in DM – 4.
MediumMedium
First-hand contactFirst-hand contact
1. Personal selling1. Personal selling Indirect contactIndirect contact
2. Printed media2. Printed media
- Direct mailDirect mail- Catalogues and catalogueCatalogues and catalogueexhibitoryexhibitory hallhall
- Magazines and newspapersMagazines and newspapers- CouponsCoupons3. Electronic media3. Electronic media
- BroadcastBroadcast- Television Television- Telecommunication devices Telecommunication devices
(telephone and fax)(telephone and fax)- Electronic media/holdersElectronic media/holders
(floppy disc, CD ROM, DVD)(floppy disc, CD ROM, DVD)-
PC networksPC networks
Product substance
Segment achievement/availability
Campaign budget
Medium effectiveness
•Personal selling
•Direct mail selling
•Catalogue selling
•Telemarketing
•Teleshopping
•Broadcast
•Kiosk selling
•On-line marketing
Form
sofD
irec
t
Mark
eting
Mediase
lecti o
n
Mediaselecti o
n
depend
on:
depend
on:
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Personal SellingPersonal Selling
Process of identifying needs and desires of potentialProcess of identifying needs and desires of potentialcustomers and the way of product presentation whichcustomers and the way of product presentation which
motivates to purchasemotivates to purchase
1. Firm's premises:1. Firm's premises: Special equipped ones for ´product presentationSpecial equipped ones for ´product presentation Common premises for sellingCommon premises for selling Within expositions and trade fairsWithin expositions and trade fairs
2. Customer's premises:2. Customer's premises: In householdIn household In firmIn firm
3. Neutral premises:3. Neutral premises: RestaurantRestaurant Coffee-bar Coffee-bar
Club etc.Club etc.
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Personal selling (processPersonal selling (process
and communication)and communication)
1.1. Searching for customer Searching for customer
2.2. Meeting negotiationMeeting negotiation
3.3. Needs investigationNeeds investigation
4.4. Providing with informationProviding with information5.5. Product presentationProduct presentation
6.6. Objections overcomingObjections overcoming
7.7. Explaining of product keeping andExplaining of product keeping and
maintenancemaintenance8.8. Guaranties confirmationGuaranties confirmation
9.9. Business contractionBusiness contraction
10.10. Image and reputation reinforcementImage and reputation reinforcement
MLM
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Printed Media-DirectPrinted Media-Direct
mailmail
Written dialogue between seller and purchaser Written dialogue between seller and purchaser
1. Decision about direct mail content
2. Personal letter composition - content
3. Creative substantiation of direct mail (format, colourity,
graphics, weight)
4. Testing of particular components
5. Campaign completion
6. Campaign evaluation
• associated (compound) mailing
•addressless spread mailing
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Direct mail designDirect mail design
Consists of Consists of :: envelope + personal letter + return + another onesenvelope + personal letter + return + another ones
(coupon, gift, sample)(coupon, gift, sample)
Letter layout and design:Letter layout and design:
Personal titlePersonal title
Similar lettering like typewriter Similar lettering like typewriter Align leftAlign left
Short sentences and paragraphsShort sentences and paragraphs
Handwriting signature by fountain-penHandwriting signature by fountain-pen
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Direct mail - pros and consDirect mail - pros and cons
Direct mailDirect mail advantagesadvantages:: Fast feedbackFast feedback Convenient also for Convenient also for
potential customerspotential customers Database building-upDatabase building-up Break even pointBreak even point
calculationcalculation Possibility to accostPossibility to accost
customers in distantcustomers in distantareasareas
Easy internationalEasy internationaladaptationadaptation
Simple distributionSimple distribution Not much expensiveNot much expensive
Direct mailDirect mail disadvantagesdisadvantages::
One/two productsOne/two products
Highly risky purchaseHighly risky purchase
i d diP i d M di
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Printed Media-Printed Media-
MagazinesMagazines
1. Magazines sorting1. Magazines sorting
(intuition, product segmentation)(intuition, product segmentation)
2. Magazine selection2. Magazine selection
(price leader)(price leader)3. Creative substantiation of advertising3. Creative substantiation of advertising
(largeness, colourity, placement)(largeness, colourity, placement)
4. Timing4. Timing (new products, seasonal products, another ones)(new products, seasonal products, another ones)
5. Frequency5. Frequency Whole group
revaluated + new added ones
leaders
segmentation
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Printed Media-Printed Media-
NewspapersNewspapers
Differences in comparison with magazines:Differences in comparison with magazines: Advertising priceAdvertising price
More frequent periodMore frequent period
FocusingFocusing Internal structureInternal structure FormatFormat
Paper qualityPaper quality
The process is the same like with magazines!!!The process is the same like with magazines!!!
+ differences concern (placement, colourity,+ differences concern (placement, colourity,
timing, frequency)timing, frequency)
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Printed Media-CouponsPrinted Media-Coupons
Written authority of the holder forWritten authority of the holder forcertain bonuses by productcertain bonuses by product
purchase (price discounts, free of purchase (price discounts, free of charge transport, present..)charge transport, present..)
Besides the promotion function itBesides the promotion function it
serves also like a tool of dataserves also like a tool of datacollection for marketingcollection for marketingdatabasesdatabases
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Printed media-Printed media-
Catalogue sellingCatalogue selling
Catalogue
A list of complete or chosen
assortment with the precise
description and visual display
of the goods, determined
price conditions and
possibility to order product
Catalogue exposition hall
A sale unit, which sells
branded goods for lower
prices then the other shops
• Universal / special ones
• Paid / Free of charge
• Year / Seasonal/ Occasional
•Areas with high purchase density
•Products with high margin
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Catalogue selling-prosCatalogue selling-pros
and consand consAdvantages of catalogues:Advantages of catalogues: Well-informedWell-informed Fast responseFast response
Broad supplyBroad supply Database buildingDatabase building From one catalogue moreFrom one catalogue more
customerscustomers Customer keepingCustomer keeping
Easy distributionEasy distribution Effective communicationEffective communication Fast break-even-point calculationFast break-even-point calculation Possibility to contact customers inPossibility to contact customers in
distant areasdistant areas
Easy international adaptationEasy international adaptation
Disadvantages of catalogues:Disadvantages of catalogues:
Rather expensiveRather expensive
Difficult actualizationDifficult actualization