ACKNOWLEDGEMENT

We sincerely thank Usha Pravin Gandhi College of

Management and Professor Samir Virani for this opportunity
given to us through which we have been able to understand
the details that are required while developing a direct
marketing plan.




TABLE OF CONTENTS






S.NO TOPIC PAGE
NOS
1. CONTRIBUTION 01
2. SUMMARY OF THE PROJECT 02
3. INTRODUCTION TO TRIBAL PEOPLE 03
4. TRIBAL MOVEMENTS 04
5. PRE-INDEPENDENCE 06
(I) SANTHAL MOVEMENT [1855-56] 08
(II) THE ULUGUAN MOEMENT
[1899-1900]
12
(III) OTHER MAJOR REBELLIONS 16
6. POST-INDEPENDENCE 20
(I) JHARKHAND MOVEMENT 21
(II) MIZO MOVEMENT [1966] 23
(III) NAGA MOVEMENT 25
7. BIBLIOGRAPHY 27
Parchment is a chain of bookstores established 7 years ago in Mumbai and now
we have our branches all across the metropolitan cities of India. We have
reinvented ourselves at every step of the way so that we can serve our customers
in the best possible way. We have tried to bridge the gap between being just a
bookstore and just having a online presence. We have tried to make buying
books a pleasurable and enjoyable experience.
At Parchment we believe that reading is an experience and books are the
vehicles that lead you to the beautiful experience. We have aimed at becoming
the one stop destination for books and book lovers.
With an exhaustive collection of books in all major foreign and regional
languages, we have the largest collection of books as compared to anybody in the
market. We source and stock rare copies of famous books for our customers
who wish to own collectors editions of their favorite books. Not just physical
presence, we also have a very vast online presence allowing our customers t
browse and buy their favorite books from within the comfort of their own
homes.
In our quest to be a bookstore with a difference we offer comfortable seating
facilities for our book lovers to sit down and read, we have a small caf within
the bookstore run by us that allows or customers to enjoy refreshments between
their book shopping experience.
We at Parchment believe that reading is a habit best developed young and that
is why we encourage the tiny tots to come to our bookstore where we organize
book reading and activity sessions for them.
We are constantly trying to improve the book shopping experience for all our
customers and for that we take regular feedbacks and try to implement their
suggestions as much as possible.
In the last 7 years we have developed a loyal customer base and wish to keep
doing so in the years to come.





















INTEGRATED MARKETING COMMUNICATION

Integrated marketing communication essentially means use of traditional and
non-traditional means of marketing communication continuously. It is of
extreme importance in todays market scenario to keep you constantly in the
consumers mind.
We will be using 60% of our integrated marketing communication budget in
direct marketing for our bookstore Parchment The remaining 40% of our IMC
budget will be used in outdoor advertising, transit, online and print advertising.

DIRECT MARKETING MIX

The various direct marketing tools that we will use are:
1. Website
2. Facebook Page
3. Twitter Page/Handle
4. Mobile App
5. Direct mailers
6. Bookmarks
7. Contests on Facebook and Twitter pages
8. Reading sessions for kids to inculcate reading habit at a young age



DATABASE MANGEMENT

1. Membership records of similar stores
2. Records of people who send in online book-orders for books, especially
pre-booking orders
3. Data vendors
4. Social media/online form records wherein reading is listed as a
hobby/interest of people
5. Records of people who join online book and discussion forums
(Goodreads, etc.)
6. Feedback forms filled out by existing customers which will help us
improve and implement suggestions.