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Direct Marketing Course
 
 

Contents:
 
 
Thecourse is for mid level executives looking to build a strong foundation as well as senior management looking to fast track their understanding of direct marketing as a discipline. The core objective is to give each participant a strong knowledge base, which will empower him/her to roll out best-in-class Direct Marketing solutions.
 
 
 
A bonus for the value of 15 000. Resources to use your course effectively..
  • Membership to the association for a year. A Rs. 5 000 value.
  • Report on Direct Marketing in India. Research on your behalf. Valid for a year.
    An additional Rs. 5 000 value.
  • Subscription to the Marketing Directories. An additional Rs. 5 000 value.

 

How to pay for the Course? 
  • The US $ 125 ( Rs. 5000 ) for the course.
  1. Depositing in Bank Account:
    • Please deposit the amount in any branch of HDFC BANK.
    • Favoring: DIRECT MARKETING ASSOCIATION INDIA.
    • A/C NO. 00122000004687
  2. Using Paypal:
 
  • Hi, I’d like to know more about the DMAI as an organization?
    • DMAI is a forum for Direct Marketing in India. 
  • Can the courses offered by the DMAI in direct marketing find me a job?
    • Yes.
  • What immediate value would I get out of doing the courses from the DMAI?
    • Exposure to the industry.
    • Relevant referals. 
  • What’s the potential for Direct Marketing in India?
    • Over $1,00,000 million USD is the projected expenditure figure in the year 2011.
  • I’ve already spent a few years in direct marketing – are there any courses that can help me improve my existing skills?
    •  
  • What if I have very little direct marketing experience & knowledge ? Also as a working executive time is a big constraint. Does the DMAI have anything that suits my needs ?
    •  
  • After enrolment what if I miss a few classes ? can I repeat the course / class next year?
    •  
  • Can I pay the course fee in installments? Is there any funding or loans available one can avail ?
    •  
  • Can I transfer my course to another person / candidate after booking ?
    • No.
  • How long are these programmes? – when do they start and finish?
    • The course could be finished at your ease.
  • I’d like to know more about your faculty, speakers and tutors?
    •  
 
 

chapter sequence

04 

Title

The environment: Direct Marketing in India 

Chapter Synopsis

 
* The Direct Marketing Association - India / A mentor for marketers
 
* Projections of the size of DM in India
* Different media- spends 
 
* Nature of businesses spending on DM 
 
* Unorganised Sector
 
* Overview 
 
* Industry structure / key players. 

Page Content
The Direct Marketing Association: India is a member of the International Federation of DM Associations. This makes it mandatory for the DMA: India to enforce the model code of conduct. Self-regulation is monitored by the DMA: India. Various foreign DM Associations (e.g. Austria, Taiwan,& Panama) are members of the DMA: India. The Association also has many International companies as its members.

 
Other members are drawn from:
* Marketing agencies, e.g. firms that put the campaign and media together; and
* Marketing-services providers: e.g. the list supplier, or tele-marketer.


Projections & future outlook of the direct marketing industry in India:
2008 $50,100 million
2011 $1,22,300 million
* These figures have been collated from different sources and economic surveys.
* The reports from several advertising bodies were also considered.
  
 
This is broken down into different media- spend as under:

List of Medias

Media spent in million dollars.

Year 2008

Year 2011

TV 

 $4,000

 $10,000

Mobile including SMS 

 $40

 $500

Radio 

 $50

 $600

Print Magazines 

 $100

 $1,500

Mail 

 $400

 $2,000

Internet 

 $60

 $6,000

Retail 

 $4,000

 $50,000

Databases and Lists 

 $50

 $1,200

Tele-marketing & Tele-faxing 

 $400

 $1,500

Other media (e.g OOH / mlm etc...) 

 $3,000

 $9,000

Un-organised sector is very large 

 $38,000

 $40,000

TOTAL

$50,100

$1,22,300




This can also be broken down into nature of businesses spending on DM (i.e. what % is spent by Small/Medium businesses):

Nature of Businesses >> % age of spent
---------------------
* Tiny >> 10%
* Small >> 10%
* Medium >> 25%
* Large >> 55%


Unorganized sector:

As in any developing economy , the "unorganized sector" has a huge share of the whole market.

A few examples:
* The office peon who runs a tailor shop : figures of sales do not reflect in any tax statistic.
* Traveling salesmen who work upon a commission basis: their efforts are not logged anywhere.
* The student who does tele-marketing to a prospect list: but is paid only on his sales.
* Thousands of insurance advisors who try to solicit premiums.
* Multi level marketing teams : mostly housewives.

 
Overview

·      Indian industry is at the same stage in its use of direct marketing as United States was about 20 years ago .

·      The legal system is dysfunctional. Cases can drag for years.

·      Credit history is looked after by the Credit Information Bureau of India Ltd.

·      Consumer profiling firms do not exist yet.

·      It is best to use credit card payment, or bank transactions.

 

 

A business climate perception study by Brand-comm, an integrated brand communications firm, has unearthed some interesting sentiments about expectations for 2009 amongst corporate India. According to the survey, traditional advertising (TV/print campaigns) would give way to other marketing activities. Sixty-six per cent of the respondents did not expect a rise in corporate advertising budgets in 2009. "Companies will follow the 80:20 principles. They will focus on targeting the 20 per cent of their target audience that accounts for 80 per cent of their revenues; one way is through direct marketing and on-line marketing," .

Marketing can be divided into subsets based upon various criteria.
e.g. GEOGRAPHICALLY >> based upon country , altitude.
e.g. DEMOGRAPHICALLY >> based upon age, income etc.
e.g. SKILLS >> based upon response , or media.

 

 

Industry structure / key players. 

Key segments

Dominant players

 

 

Direct Selling Consultants 

 Mr. Pankaj L. Shah

 

 

Direct Marketing Consultants 

 Mr. N. Singh of Synergy-Consultants

 

 

Letter-Shopping 

 Mr. Mehul Desai of Regency Direct Marketing

 

 

List Rental 

 Ms. Nikki Naik of “MLA-India”

 

 Mr. Manoj Rathi of “Krono iinc”

 

 Mr. Chetan Sharma of “Datamation India”

 

 Mr. Samson Nathan of “Samson Direct”

   

 



For a more elaborate list of the key DM players, please visit

http://www.direct-marketing-association-india.org/benefits.asp

 

Course
Content

The Direct Marketing Association: India is a member of the International Federation of DM Associations. This makes it mandatory for the DMA: India to enforce the model code of conduct. Self-regulation is monitored by the DMA: India. Various foreign DM Associations (e.g. Austria, Taiwan,& Panama) are members of the DMA: India. The Association also has many International companies as its members. 

Other members are drawn from:
* Marketing agencies, e.g. firms that put the campaign and media together; and
* Marketing-services providers: e.g. the list supplier, or tele-marketer.

 

 Projections & future outlook of the direct marketing industry in India:
2008 $50,100 million
2011 $1,22,300 million
* These figures have been collated from different sources and economic surveys.
* The reports from several advertising bodies were also considered.