Professional Documents
Culture Documents
SUBMITTED BY
SUNIL SINGH
ORIENTAL INSTITUTE OF MANAGEMENT
ACKNOWLEDGEMENT
I want to thank all the people who have been instrumental in the
successful completion of my project work titled DIRECT and
DATABASE MARKETING.
Project Report on
Submitted To
Mr.Hitesh Bhatia
Mr. Khushal Dhayfule
INDEX
Sr.No.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
TOPICS
Acknowledgement
Synopsis
Company profile
Introduction
Campus Yield Services
Motto
USP
Interesting facts
Need for Study
Objectives of study
Direct Marketing
History
Definitions
Benefits & Drawback
Direct Marketing Process Diagram & Explanation
Explanation of diagram with reference to my Job Role
Telephonic conversation
Channels
Types of Channels
Channels that I used in my Job
Database Marketing
Explanation of database marketing with respect to my Job Role
Limitations of the marketing campaign
Recommendations and Conclusion
Bibliography
Page No.
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4
5
5-6
7-9
10
10
10
11
12
13
14-15
16-17
18-21
22-29
23-29
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30-33
34
35-37
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SYNOPSIS
This project deals with the promotional strategies for a Post
Graduate Diploma in management courses of Bharti Vidyapeeth
University Pune. BVU outsources its admission process to CAMPUS
YIELD.
Todays era is an era of higher education; it is need of hour to
have a management degree, this project talks about direct and
database marketing of BVUs management seats, generating data
base of engineering students of BHOPAL, JABALPUR, INDORE (M.P.)
and convincing them to take admission in
BHARTI
VIDYAPEETH UNIVERSITY, explaining them about course structure
of PGDM, Study the consumer behavior.
My project was on proposing a product mix and promotional
strategies for BVUs management seats, before going through the
project it was very necessary for me to understand this business so
went for hardcore searching for the industry and when understood
completely I started working on my project. It does not include a
perfect pattern of the project as I am not well known to project, what I
knew was to work for the company. Whenever I had something for the
betterment for the organization I immediately shared with the director.
This project includes the whole process through which I went while
doing the project.
For better understanding I went for a trip to Jabalpur. It was not
an easy decision to go there. At first I was avoiding this as I had never
been outside my home town, but my boss insisted that learning would
come only if I follow some hard steps in life. Inspiring from this I
contacted many classes like, Career Forum, Career Launcher, TIME,
two - three local classes of that area for MBA aspirants database
because they are the only one from we can get genuine data base of
students but all refuses to unveil their secrets to me. But constant
pressure from my side some of them little bit softer. Finally three of
them were ready to talk to me and its my luck that all were from one
place.
COMPANY PROFILE
A brief
of Campus
introduction
Yield!
Established in
2007,
Campus
Yield specializes in
Training
&
Placement. Campus Yield (CY) today is the leading provider of Talent
Acquisition and Campus Hiring solutions with a Pan India presence
catering to the Technology, Knowledge Services, Banking and
Financial Services sectors in India. The leadership team has several
decades of collective experience working for global services and
consulting firms and is an alumnus of premier educational institutions
in India.
The team at Campus Yield engineers and executes solutions to
address these corporate challenges. The team's mission is to enable
industry-academia interaction, reach out to young minds and help
them realize their career aspirations while helping the corporate world
discover the finest talent graduating from academic institutions across
the country. Campus Yield was early to spot this opportunity and has
developed a bouquet of offerings in order to customize training for
businesses thereby reducing training, induction, and orientation time
lags.
Lecturers
Readers
Asst Professor & Professors
Head of Departments
Principal, Directors, Registrar, Dean, etc.
87% of the professionals in our database fall under the categories that
are approved by the AICTE or UGC.
3) Admissions
Another first from Campus Yield! Campus Yield is the only
organization in India today working with colleges in the admission
space.
CY has over the time built a team of trained, experienced and
successful professional counselors who achieve their set targets time
and time again. Campus Yield camps at various geographies across
the country across catchment areas and makes sure that every seat
available with the institution is filled.
Our team works like a team of hunters, who identifies pools of talent
and attacks them and ensures conversion.
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Direct Marketing
History:
The term direct marketing is believed to have been first used
in 1967 in a speech by Lester Wunderman, who pioneered direct
marketing techniques with brands such as American Express and
Columbia Records.
The term junk mail, referring to unsolicited commercial ads
delivered via post office or directly deposited in consumers' mail
boxes, can be traced back to 1954.
The term spam, meaning "unsolicited commercial email", can be
traced back to March 31, 1993, although in its first few months it
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-Drawbacks:
While many marketers like this form of marketing, some direct
marketing efforts using particular media have been criticized for
generating unwanted solicitations. For example, direct mail that is
irrelevant to the recipient is considered junk mail, and unwanted email
messages are considered spam. Some consumers are demanding an
end to direct marketing for privacy and environmental reasons, which
direct marketers, are able to provide by using "opt out" lists, variable
printing and more targeted mailing lists.
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Test response
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5) TEST RESPONSE
One of the unique advantages of permission marketing is the ability to
test under real market place condition your carious offers. Permission
marketers can test product feature, copy, price, various email list
categories and your audience is critical.
Execute or schedule the reviewed campaign
Generate merged DM pieces and labels
Notify employees responsible to perform mailing
Receive confirmation of physical execution of the mailing
Update customer information
Tracked responses from the first stage help profiling and segmenting the
contacts for the next campaign stage
Personalized campaign messages depending on the contacts response are
associated to the campaign stages
The stages can be executed/scheduled as and when required
Refine the next campaign performance based on figures from the earlier
campaigns
Measure the amount of sales generated by the customer over time
Measure increase in sales and efforts
Achieve greater operational efficiency by having all processes under one roof and
minimizing administrative costs.
Explanation of Direct Marketing Process Diagram with
Reference to my Job Role
1st year
2nd year
205,000
5000
210,000
Uniform
2500
15,000
50,000
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TOTAL
277,500
210,000
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Reliance insurance
Siemens
Bharati Airtel
ESSAR
Standard Chartered Bank
IBM
ONGC
Idea cellular
Vodafone
DNA
Nirmal Bang
Tata Indicom
TCS
Cadburys India
Sony Ericsson
Infosys
ICICI Bank
GENPACT
UB Group
TATA Motors
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10) What is the average and median salary? What was the
highest salary? Are there international placements as well?
Ans: BVP follows a policy of 'One student-one offer'.
However, looking at the demand from corporate, multiple offers were
allowed for the lateral candidates for the first time this year. 15
offers were made for 6 lateral candidates, making it to 2.5 offers per
candidate,
who
opted
for
multiple
offers.
This year the North, South and West zones of India gave almost
equal number of job offers, re-establishing the nation-wide reputation
that BVP enjoys among recruiters.
11) What is the Admission Procedure?
ANS:-Direct
Admission,
contact
Our
Admission
Helpline
No. or visit to our Jabalpur office (M.P.) for more
information.
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Ask them their Email ID, so that we can send all necessary
information related with university, course structure, fee structure,
admission process etc.
12) How is the infrastructure at BVU?
ANS:-The infrastructure is world-class and the details are available on
the website www.amplifymind.com . Students are encouraged to visit
campus to see the facilities for themselves and interact with the
students and faculty.
13) Are the faculty members from the industry or have an
academic background?
Ans: Faculty members are of international repute and have a
rich background both from industry and academic
Faculty is from amplifymind ware company, they are experienced
personality and having practical knowledge. What the modern
requirements are accordingly all courses are structured. Since its
inception amplifymind ware company have been developing a
training and development programmes for corporate like WIPRO, ITC,
TCS etc.
Sports
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Pune for further admission process. This way I would make customers
for Campus Yield.
Channels
Some direct marketers also use media such as door hangers,
package inserts, magazines, newspapers, radio, television, email,
internet banner ads, digital campaigns, pay-per-click ads, billboards,
transit ads. And according to Ad Age, "In 2005, U.S. agencies
generated more revenue from marketing services (which include
direct marketing) than from traditional advertising and media."
Various channels for direct marketing are as follows:
1) Direct mail
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2) Telemarketing
The second most common form of direct marketing is telemarketing,
in which marketers contact consumers by phone. The unpopularity of
cold call telemarketing (in which the consumer does not expect or
invite the sales call) has led some US states and the US federal
government to create "no-call lists" and legislation including heavy
fines.
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5) Broadcast faxing
A fourth type of direct marketing, broadcast faxing, is now less
common than the other forms. This is partly due to laws in the United
States and elsewhere which make it illegal.
6) Voicemail Marketing
It has emerged out of the market prevalence of personal voice
mailboxes, and business voicemail systems. Due to the ubiquity of
email marketing, and the expense of direct mail and telemarketing,
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7) Couponing
Couponing is used in print media to elicit a response from the reader.
An example is a coupon which the reader cuts out and presents to a
super-store check-out counter to avail of a discount. Coupons in
newspapers and magazines cannot be considered direct marketing,
since the marketer incurs the cost of supporting a third-party medium
(the newspaper or magazine); direct marketing aims to circumvent
that balance, paring the costs down to solely delivering their
unsolicited sales message to the consumer, without supporting the
newspaper that the consumer seeks and welcomes.
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9) Direct selling
Direct selling is the sale of products by face-to-face contact with the
customer, either by having salespeople approach potential customers
in person, or through indirect means such as Tupperware parties.
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This way, I would make an offer to the prospects and see if they are
interested in the offer. Then I would give them all the relevant data
with respect to the course and the admission procedure and try to
make them our customers by convincing them.
These are the channels through which I would make an offer to the
customers with regards to the admissions in management studies.
Database marketing
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Sources of data
Although organizations of any size can employ database marketing, it
is particularly well-suited to companies with large numbers of
customers. This is because a large population provides greater
opportunity to find segments of customers or prospects that can be
communicated with in a customized manner. In smaller (and more
homogeneous) databases, it will be difficult to justify on economic
terms the investment required to differentiate messages.
As a result, database marketing has flourished in sectors, such as
financial services, telecommunications, and retail, all of which have
the ability to generate significant amounts transaction data for
millions of customers.
Database marketing applications can be divided logically between
those marketing programs that reach existing customers and those
that are aimed at prospective customers.
Consumer data
Business data
1) Consumer data
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Bibliography
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http://www.google.co.in/
http://www.campusyield.com/
www.amplifymind.com
www.bvu.com
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