Report on Direct Marketing in India

 

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Extract Published at:

Our article on "Direct Selling and MLM" published on website dmi-news.com :
which is published by a UK Magazine.

 



Report format:

This report serves to give readers an overview of Direct marketing in India. 

Chapters cover legislations, players, marketing media with an emphasis upon the Direct Marketing element. Thus, for marketing media = Television, the focus in our report will be upon Direct Response Television marketing. The subject is then expounded by elaorating upon statistics, leading players, issues, and opportunities. The report is rounded off with case studies on integrated Direct Marketing.

 

 

This is a subscription-based report. This means that for a full year, you can:

> Ask for an updated version whenever you wish.

> Ask unlimited number of questions.

 

Format For the Chapters
* Introduction
* Top Players
* Size of the Market
* Case studies
* Statistics
* Issues
* Opportunities

 

 

This report is regularly updated as follows:

> Weekly updation by our researchers, and editors.

> Answers to queries from marketers all over the world are also incorporated here.

> Firms practicing Direct Marketing, Service providers, and professionals are also invited to beef up the report with their contributions.   

> Due to the up-to-date nature of the service, previous versions are trashed.


How we help make introductions
We maintain an up to date database of all the contacts of the industry players mentioned in the report. Should you wish to contact them, please let us know, and we shall be happy to make the introductions.

 

For deserving students, considering them as a special case, please write to us ( with an attachment of your senior's request ) for getting full content of the following two chapters free of cost:

(01) The environment : India: Economy
(02) The environment: Direct Marketing in India

 

Direct Marketing Report-Chapter Names with Synopsis:

(Last Update - August 2008)

Chapter Name Chapter Synopsis
Index An Index
DM Report is a 1-year subscriptions: Updated by continuous stream of queries & feedback * the report focuses upon the element of direct marketing within the Marketing Industry. * Benefits of a subscription-based report. * updations happen automatically in response to queries from readers
The environment : India: Economy * India: Economy * At 9 pc, India's growth story gets better and better * Demographics * The Economic Survey for 2007-08 _ highlights:
The environment: Direct marketing through history / US market size / Additional Reading * Direct marketing has been the predominant method of economic exchange all through history. * Marketers spent $173 billion on direct marketing in the United States * Additional Reading
The environment: Direct Marketing in India * The Direct Marketing Association - India / A mentor for marketers * Projections of the size of DM in India * Overview * Industry structure / key players.
The environment : Privacy / Legislation / Consumer rights * Constitutional protection .. * The Information Technology Act, 2000 (“IT Act”). ** provisions relating to data protection * Applicability of IPC: * Moves supplementing legislation.. * A Do-not-call list has now come into operation. * Bureau for reporting bad credit risk consumers. * Consumer protection. * Self-regulation is monitored by the DMA.
Direct Marketing tools : Databases and Lists * Mail: Bridging the gaps. * There are at least 1000 list-compilers: * For non-compiled lists, * databases that have a billable relationship... * Hurdles ...
Direct Marketing tools : Payment Options * Credit Card: * Cheque * Cash * Internet gateways, eg Pay Pal, ICICI, * Cash On Delivery
Direct Marketing tools : CRM / Customer Relationship Management * Review / comparison between CRM Sites
Direct Marketing tools: Tele-marketing and National Do Not Call Registry / Tele-faxing * The telecom market. * Top Players in Tele Marketing. * Indian Banks’ Association (IBA) - Restrictions. * National Do Not Call Registry * Tele-marketing agencies . * Bulk Faxing Services
Marketing Medium= Mail / DM enabler = Indian Post Department * Direct Mail * Services. * Challenges And Opportunities. * Initiatives and Products. * Speed Post & Media Post. * Spice Telecom Ties up With Karnataka Postal Department.
Marketing Medium= Mail / DM medium = Postal Campaigns etc * Projections & future outlook of the direct mailing industry * Reasons which would “be likely to increase consumer interest in direct mail” * Direct mails – addressed. * Examples... * Direct mails – Un addressed. * Distribution of Mail Order Sales. * Costs of a mail campaign. * Postal Campaign:
Marketing Medium = Mail / Service provision = Mail monitoring Mail monitoring services is provided by us.. Some recent international mail campaign ...
Marketing Medium = Mail / DM element = Courier Services Courier Services: * Introduction * India Courier Market. * Key Players. * Service Categories. * Charges and Rates
Marketing Medium= Mail / DM element = Letter-shopping * An Introduction * The cost of a typical campaign of 1000 mail-pieces * Cost of a typical direct-mail campaign.. * Big Player : MegaCalibre, Delhi.
Marketing Medium = Internet / DM Element = Web-Statistics * The Online Traffic. * Internet and Mobile Association of India (IAMAI). * The National Association of Software and Service Companies. * Internet Service Providers (ISP). * Charges. * Important Indian Internet sites.
Marketing Medium = Internet / Direct Marketing element = Search Engine Optimization Search Engine Optimization- PPC Management- Search Engine Submissions- Directory Submissions- Link Building- Paid/Sponsored Listing- Article submissions- RSS Feeds- Affiliate marketing- Pod Casting-
Marketing Medium = Internet / DM Element = Email * Direct E-mail Marketing. * Can Spam Act.
Marketing Medium = Internet / DM Element = Web Sites Cookie Indian marketers have started using cookies to track viewer behaviour.
Marketing Medium = Retailing / DM element = Direct Sales / network marketing * The Indian Direct Selling Association (IDSA) * The Growth... * Key Players. * The Volume of Direct Marketing & growing segments... * Human Resources. * Direct Sales Case Study / Hindustan Lever
Marketing Medium = Radio > FM channels foresee big profits as ad revenue soars ...
Marketing medium = Mobile Telephony / Direct Marketing through SMS * The mobile advertising market. * Types of business models. * Value adding Services. * The challenges. * Latest Offerings. * Content Providers. * SMS marketing * Vendors * Advertisers
Marketing Medium = Print / DM element = Mail order catalogs * Mail order describes the buying of goods or services by mail delivery * Catalog-based models have been tried in India in the past.
Marketing Medium = Print / DM element = Couponing * Print media advertising. * Coupons are another, very versatile, way of offering a discount.
Marketing medium = Television / DM element = Direct-to-Home (DTH) * Is DTH cost-effective? * DTH - Service Providers. * DISH TV - Services and Tarriffs. * TATA SKY - Services and Tarriffs. * DD DIRECT+ - Services and Tarriffs.
Marketing Medium = Television / DM element = Direct Response Television ( DRTV ) * The key success factors. * Tele-Commerce. * The stages before the product is with the end consumer. * The key players in the Indian market. * Market Share and sales distribution. * Top-selling Products.
Marketing Medium = television / DM element = IPTV > IPTV or Internet Protocol television
Marketing Medium = Retail / DM element = Multi Level Marketing * The Share Culture. * Multi-Level-Marketing is divided into two camps. * Major Players. * Pyramid scheme are illegal schemes ... * Legislation on direct selling
Marketing Medium = Retail / DM element = Direct Sales * India has topped AT Kearney's annual Global Retail Development Index * Kids' retail. * Mobile Retail. * Rural Retail * International Retailers. * Agriculture Retail. * Retail Reform. * DM in retail * Case Study : direct to home retail venture, Sangam.
Marketing Platform = Schools / Direct Marketing to kids In-school promotions have evolved from just dumping products on kids to promotions that are relevant to them. Today, they are educational and entertainment events designed to make children more informed about brands and choices.
Indian Direct Marketing Case Study: Indian Terrain: * About the firm. * Media use and Response Rate. * Positive Results.
Indian Direct Marketing Case Study: ICICI Prudential * Retirement solutions. * Market Scenario. * Oppurtunity, Barriers and Challenges. * Strategies. * Sales, and Market Shares ..
Indian Direct Marketing Case Study: Rebranding UTI-to-Axis bank The case is about the corporate rebranding of the erstwhile UTI Bank, a leading private sector bank in India, to Axis Bank. The bank hired Ogilvy & Mather (O&M) to design and implement the rebranding campaign. The simple but high-decibel integrated marketing communication campaign sought to reassure the bank's customers that nothing had really changed in the bank except its name.
Indian Direct Marketing Case Study : Lead India Campaign / Times Of India > A nationwide initiative to find the country's next generation of leaders using a TV talent show.
Indian Direct Marketing Case Study : Artistanal Clusters Direct Marketing From Artistanal Clusters Through Internet
Indian Direct Marketing Case Study: HUL's Online Social Networking Initiative This case discusses the online community-building initiatives of Indian FMCG major Hindustan Unilever Ltd for its beauty shampoo brand, Sunsilk. HUL was one of the largest spenders in the traditional advertising media.
Indian Direct Marketing Case Study: Synovate Healthcare Synovate Healthcare Launches Diabetes Therapy Monitor in India
Marketing in Industry = Television * Snapshot on TV advertising in Q1 2007 ... * Top Sectors on TV in the first quarter of 2007. * Top Categories of Advertisers Television in January-September 2006-07. * Media buying can be done by large firms like... * Share of Channel Genres in TV advertising.
Marketing in Industry = Banks / Credit and Debit Cards * Credit Cards - The India Genesis * Service providers, and their usage * Credit Card: A brief scenario. * Bancassurance case studies..
Marketing in Industry = Insurance * Insurance Regulatory and Development Authority. * Life Insurance / General Insurance / Micro Insurance. * De-Tarrifing & Government Initiatives. * New Trends and Target. * The Future.

 

 

 

 

 

An extract:
 

Chapter Synopsis

 
* The Indian Direct Selling Association (IDSA)* The Growth...
* Key Players 
* The Volume of Direct Marketing & growing segments...
* Human Resources 
* Direct Sales Case Study / Hindustan Lever

 

Page Content

Direct Sales

 

Direct selling is a channel of distribution for the marketing of products and services directly to consumers.

 

Direct selling started in India in 1995. It is generally defined as a low investments and high returns affair and has grown from USD 20 million to USD 600 million in the last 10 years. The industry is set to cross the USD 1000 million mark by 2010.

 

The direct selling industry will be driven by segments like health, wellness and personal care. The fastest growing segments in India in order of size are nutrition, kitchen, education, personal care and beauty products. Insurance also contributes around 10 per cent to revenues coming from direct selling.

 

Human Resources: Currently, the country has 13 Lakh sales people, of which eight Lakh are active businessmen, who sell products through direct selling at least once a month. Interestingly, around 65 per cent of sales persons are women and around 300 product categories are sold in the country through direct selling.

The Growth...

It is generally defined as a Low investments and high returns affair and has grown from USD 20 million to USD 600 million in the last 10 years.

 

In India, the 'Indian Direct Selling Association' main objectives are

* to protect and promote the interests of the direct selling industry and of consumers.

* To support and protect the character and status of the direct selling industry * to assist and guide in maintaining qualitative standards in direct selling. 


It expects direct selling business to reach anywhere between Rs 10,000 to 15,000 crore by the year 2012.

 

Key players...

  • Amway
  • Orliflame
  • Avon Beauty
  • Modicare etc.

 

The Volume of Direct Marketing

The size of direct selling industry, which is around Rs. 3,100 at present, will expand four folds to Rs.15, 000 Crore by 2012.The fastest growing segments in India in order of size are nutrition, kitchen, education, personal care and beauty products.

Insurance also contributes around 10 per cent to revenues coming from direct selling.

Human Resources: Currently, the country has 1 million sales people, of which most are active businessmen, who sell products through direct selling at least once a month. Interestingly, around 65 per cent of sales persons are women and around 300 product categories are sold in the country through direct selling.

 

P&G India could well be competing with rival Hindustan Lever on yet another platform. The company is exploring the possibility of entering the Rs 3,000-crore direct selling industry. P&G has already made queries about prospects of network and multi-level marketing.


A company has introduced a Digital Health Monitoring Kit. This would give one the freedom to keep tab on one's state of health. The products would be soon launched across the country. The products would be sold through direct selling, for which 300 persons would be recruited in South India.

 

 

Direct Sales Case Study / Hindustan Lever

 

 

Unique media vehicle :

An option that can be experimented by some companies and for several product categories can be through creating a fleet of custom-built mobile sales vans. There are regulatory and local municipal regulations that have to be taken into consideration while a business model is developed on this basis, but it certainly holds promise not only for basic need-oriented product categories but even lifestyle-based:  viz. how about taking high-end home theatre systems, or a set of massage chairs on specially developed vans to potential customers’ homes after prior appointment.

 

Rural India

Hindustan Lever says that rural India is in the company’s DNA and such (staff) postings will continue, come what may. There is no way but to listen to the real markets”. Every Lever management trainee begins his or her career by spending a couple of years in a rural village, eating, sleeping, and talking with the locals.  Marketing executives make frequent visits to low-income areas where Lever’s conventional hub-and-spoke distribution model, which works wonders in urban and semi-urban markets, isn’t cost-effective. 

 

 

The bottom of the pyramid is not marginal anymore and that’s where the market is. Rural markets account for about 30 per cent of Hindustan Lever’s revenue and the potential is limitless.  Parent Unilever anticipates that by 2010, half of its sales will come from the developing world, up 32 per cent from its current sales. The rural people in India, who comprises 12 per cent of the world’s population, presents, a huge untapped market. So, going rural isn’t just about lowering prices. It’s about creativity: developing products and processes that do more with less. 


Facilitator teams
Thus, when the company wanted to promote Lifebuoy in remote villages, the solution it hit upon was to make facilitator teams comprising its young managers go into village schools and teach youngsters about the problems that can be caused by invisible germs and how they can be largely eliminated by washing hands with soap. 
 
Or, consider Project Shakti under which about 15,000 poor women are selling the company’s products in 50,000 villages with a population of less than 2000 people each in 12 states, and account for about 15 per cent of the company’s rural sales in those states. Lever plans to scale up Shakti to cover 100,000 villages across the country by this year-end. 


A typical Shakti entrepreneur earns a sustainable income of about Rs 700-Rs 1,000 per month, which is double their average household income. Project Shakti could account for as much as 25 per cent

 

 

FAQ:
Question: Can a member get the previous versions of your Report, so as to get
the previous figures?

Answer: Older versions of the report are not available. 
The direct marketign report is regulalry updated and all the important
statistics are archived in the new version itrself. 
e.g population in 2006 >> then in 2007 >> then in 2008.
  
 
This is an independent report.