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Why Lhe markeLlng Lrend ls changlng?

W W|th the rap|d advancement of |nformat|on
techno|ogy and the |ncreas|ng d|ff|cu|t|es of
meet|ng customer's needs and wants there
|s a sh|ft from a trad|t|ona| market|ng
approach to many new approaches

W reen market|ng refers to the process of

se|||ng products or serv|ces based on the|r
env|ronmenta| benef|ts Such a product or
serv|ce may be env|ronmenta||y fr|end|y |n
|tse|f or produced or packaged |n an
env|ronmenta||y fr|end|y way

W ln recent yeors the term qreen or eco morketinq

hove come to prominence ond ref/ect o
qrowinq concern ot o// /eve/s of the impoct of
the increosed consumption on physico/
environment
W 1he imp/icotions of the destruction of the
forests the horm coused to the otone /oyer etc
were wide/y pub/ished ond creoted o concern
obout the destruction of our noturo/
environment
W 1herefore mony consumers ore in fovour of eco
friend/y products 1his hos creoted some impoct
on morketinq

eneflLs of Creen MarkeLlng

W luLure CpporLunlLles
W Soclal responslblllLy
W ulfferenLlaLlng producLs
W LffecLlve uLlllzaLlon of resource
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1414 6kOuP Ol cOMP4Nl5

W @aLa SLeel alms Lo reduce carbon dloxlde emlsslons aL lLs
!amshedpur planL
W @aLa MoLors ls seLLlng up an ecofrlendly showroom uslng
naLural bulldlng maLerlal for lLs floorlng and energy
efflclenL llghLs
W @he @a[ chaln ls ln Lhe process of creaLlng eco rooms
whlch wlll have energyefflclenL mlnl bars organlc bed
llnen and napklns made fromrecycled paper
W Cne of Lhe mosL lnLeresLlng lnnovaLlons has come ln Lhe
form of a blogas based power planL aL @a[ Creen Cove ln
kovalam whlch uses Lhe wasLe generaLed aL Lhe hoLel Lo
meeL lLs cooklng requlremenLs
W Launched a lowcosL waLer purlfler made from naLural
lngredlenLs
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W Mc uonald's have sLopped packlng
Lhelr producLs and beverages lnLo
olysLyrene conLalners and use
producLs whlch are elLher blo
degradable or made ouL from recycled
paper(napklns eLc)
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W -ok|a adopted a strategy of recyc||ng o|d destroyed
phones Dur|ng th|s they a|so p|anted severa| trees
W CocaCo|a pumped syrup d|rect|y from tank |nstead
of p|ast|c wh|ch saved 68 m||||on pound]year
W 8adarpur 1herma| ower stat|on of -1C |n De|h| |s
dev|s|ng ways to ut|||ze coa|ash that has been a
ma[or source of a|r and water po||ut|on
W 8araun| ref|nery of ICC |s taken steps for restr|ct|ng
a|r and water po||utants
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W @here ls very less upLake of solar baLLerles and
equlpmenLs (cooker eLc)
W 8ecenLly launched Samsung solar moblle Curu
ls noL flndlng fooL ln markeL due Lo
lnconvenlence ln solar charglng
W aLLery operaLed LC @I falled ln lndlan markeL
due Lo poor sound quallLy
W Iery less consumpLlon of ClL bulbs due Lo lLs
hlgh cosL
W ConsumpLlon of plasLlc bags ls very hlgh ln
boLh rural and urban secLors
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Causes beh|nd the fa||ure of reen
Market|ng
W CosLly
W Lack of awareness
W 8equlres a Lechnology whlch requlres huge
lnvesLmenL ln 8 u
W Ma[orlLy of Lhe consumers are noL wllllng Lo
pay a premlum for green producLs
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Cur LfforLs Lowards a beLLer
envlronmenL
W Less use of polyLhene
W Less use of moblle phone
W Crush plasLlc boLLle afLer use
W use dlsposable lLems
W Save waLer
W Save fuel
W Avold smoklng
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Moblle MarkeLlng
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W Moblle markeLlng ls Lhe mosL growlng markeLlng
sLraLegy Lhese days Lo promoLe brands buslness
servlces and organlzaLlon Moblle markeLlng
come ln focus ln recenL few years especlally due
Lo fasL growlng moblle phone uses across Lhe
world
WhaL ls Moblle MarkeLlng?
@oday all Lop brands and organlzaLlon are uslng moblle
markeLlng campalgns Lo promoLe Lhelr producLs
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W More Lhan 0 M moblle subscrlbers ln Lhe uS
and over worldwlde
W CurrenLly oneLhlrd of humanklnd has Moblle
lnLerneL access whlch ls Lwlce as many as Lhe
number of lnLerneLconnecLed Cs
W Moblle adverLlslng spendlng wlll lncrease Lo
$1 ln 011 up from $1
W Average response raLe for moblle campalgns
reach beyond 1
Why Moblle MarkeLlng?
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W 1 AnyLlme anywhere communlcaLlon LhaL ls
dlrecL and lmmedlaLe
Moblle MarkeLlng AdvanLages
uraw for World Cup LlckeLs every nlneLy
mlnuLes
lans enLer conLesL by LexLlng code from Lhe
Lop of Lhelr Coke
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W Can be LargeLed Lo parLlcular audlence
groups based on age professlon or gender
Moblle MarkeLlng AdvanLages
SMS and Wln Campalgn for Mcuonalds lLaly
oosL Moblle provldes branded wlreless
conLenL and phone servlces Lo Lhe youLh
markeL
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lnsLead of sendlng lndlvldual leLLers or
brochures Lo Lhelr cusLomers companles can
choose Lo send bulk SMS messages Lo
Lhousands of cusLomers aL a fract|on of the
pr|ce
Moblle MarkeLlng AdvanLages
3 Cost effect|ve
0
W Short Message Serv|ce
W Mu|t|med|a Messag|ng Serv|ce
W W|re|ess App||cat|on rotoco|
W Vo|ce Market|ng
W Mob||e 8anner Ads
< @ypes of Moblle markeLlng
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W SMS ofLen called LexL messaglng ls a means of
sendlng shorL messages (up Lo 16 characLers ln
Canada) Lo and from moblle phones
W @he only wlreless daLa medlum LhaL has Lhe ablllLy Lo
work across neLworks counLrles and handseLs
ShorL Message Servlce (SMS)

W MMS ls a sLandard LhaL allows sendlng messages LhaL lnclude

mulLlmedla ob[ecLs (lmages audlo vldeo rlch LexL)
W roblems wlLh laLency dlfferenL conLenL sLandards across
phones and carrlers
MulLlmedla Messaglng Servlce (MMS)

W WA ls an open lnLernaLlonal sLandard LhaL enables

access Lo Lhe lnLerneL from a moblle phone
W A WA browser provldes all of Lhe baslc servlces of a
compuLerbased web browser buL slmpllfled Lo operaLe
wlLhln Lhe resLrlcLlons of a moblle phone
Wlreless AppllcaLlon roLocol (WA)

W Iolce broadcasLlng calls numbers from a

compuLer managed llsL and plays a pre
recorded message Lo Lhe cusLomer
Iolce MarkeLlng

W Llke sLandard banner ads for deskLop web

pages buL smaller Lo flL on moblle screens and
run on Lhe moblle conLenL neLwork
Moblle anner Ads
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Moblle MarkeLlng also helps ln
W Dpdat|ng da||y news
W kecharg|ng mob||e phones
W 8ook|ng of ra||way t|ckets]a|r||nes]mov|es
W 8ank account status

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W D|rect market|ng ls a form of adverLlslnng LhaL
reaches lLs audlence wlLhouL uslng LradlLlonal
formal channels of adverLlslng such as @I
newspapers or radlo uslnesses communlcaLe
sLralghL Lo Lhe consumer wlLh adverLlslng
Lechnlques such as fllers caLalogue
dlsLrlbuLlon promoLlonal leLLers and sLreeL
adverLlslng
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IS1Ck CI DIkLC1 MAkkL1I-
W IIkS1 DSL I- 1967 by Lester Wunderman
W who p|oneered d|rect market|ng techn|ques
w|th brands such as Amer|can Lxpress and
Co|umb|a kecords
W D|rect market|ngs h|story |n Lurope can be
traced to the 1Sth century
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CHANNELS OF DIRECT
MARkETINS
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CHANNELS OF DIRECT
MARkETINS
W DIkLC1 MAIL
D|rect ma|| |nc|udes advert|s|ng c|rcu|ars
cata|ogs free tr|a| CDs preapproved cred|t card
app||cat|ons

CHANNELS OF DIRECT
MARkETINS
W LMAlL MA8kL@lnC
W uCC8@CuCC8 LLAlLL@ MA8kL@lnC
W IClCLMAlL MA8kL@lnC

SCClAL nL@WC8klnC

LCCS

SLA8CP LnClnLS
6
CA@ALCCuL

uCC8@CuCC8 LLAlLL@ MA8kL@lnC

used exLenslvely by Lhe fasL food chalns
uslness Lo consumer buslness model
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ul8LC@ MA8kL@lnC ASSCClA@lCnS
W naLlonal Lrade organlzaLlons LhaL seek Lo
advance all forms of dlrecL markeLlng
W lnLernaLlonal lederaLlon of ulrecL MarkeLlng
AssoclaLlons
dlrecL markeLlng Lrade assoclaLlons from flve
conLlnenLs esLabllshed an lnLernaLlonal lederaLlon
of ulrecL MarkeLlng AssoclaLlons lounded ln
1989
0
1L DkCSLS CI DIkLC1
MAkkL1I- ASSCCIA1IC-S
W romoLlng dlrecL markeLlng Lechnlques and companles
Lo consumers
W llghLlng negaLlve lmages of Lhe dlrecL markeLlng
lndusLry
W rovldlng Lralnlng and professlonal developmenL
opporLunlLles Lo markeLers
W ConducLlng lndusLry research
W PosLlng neLworklng conferences for markeLers
W romoLlng dlrecL markeLlng lnformlng consumers of
Lhe safeguards LhaL exlsL and promoLlng Lhe uMA as
Lhelr proLecLor conLacL polnL and regulaLor
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Controversy
W ulrecL MarkeLlng AssoclaLlons have aLLracLed
conLroversy as people belleve Lhey alm Lo promoLe
spam and Lo defend [unk mall and unsollclLed
LelemarkeLlng whlch many consumers flnd lrrlLaLlng
and lnLruslve
W Consumers' aLLlLudes Loward dlrecL markeLlng
8esearchers have suggesLed LhaL aLLlLudes Loward Lhe
Lhree elemenLs of dlrecL markeLlng such as source mode
and response channel play a slgnlflcanL role ln lnfluenclng
consumers' lnLenLlons Lo purchase dlrecLly markeLed
producLs
Syed P AkhLer and Srlnlvas uurvasula
MarqueLLe unlverslLy

DIkLC1 MAkkL1I-'S 8L-LII1

W LCW CCS@
W LCCML lnuLLnuLn@
W ulrecL MarkeLers don'L ellmlnaLe Lhe mlddleman
Lhey n Lhe mlddleman
W lLLxlLL @A8CL@
W MuL@lLL uSL8
W CCS@ LllLC@lILnLSS
W LASL Cl MAnACLMLn@
W 8Alu uLLlIL8?
W @LS@lnC CAAlLl@?

HOW IS DIRECT MARkETINS

DIFFERENT FROM TRADITIONAL
MARkETINS
1kADI1IC-AL MAkkL1I-
W Se||s product |n future
W Creates markets and brand
names
W Changes or |nstructs future
behav|or
W Is emot|ona| and broad
W r|mar||y based on |mage
and fee||ng
W Creates future sa|es and
awareness
DIkLC1 MAkkL1I-
W Se||s product or serv|ce
now
W Creates |mmed|ate revenue
W Mode|s ex|st|ng behav|or
and turns |t |nto a sa|e
W Is spec|f|c and factua|
W |gh|y funct|ona| w|th
on|y the end sa|e |n m|nd
W Creates |mmed|ate
customers and cash f|ow

CCMAn? WPC A8L ln@C ul8LC@

MA8kL@lnC

LCommerce MarkeLlng
Lcommerce (ecommerce) or e|ectron|c
commerce |s def|ned as purchas|ng
se|||ng and exchang|ng of goods and
serv|ces over computer networks (such
as the Internet)
LMAkkL1I-
LlecLronlc markeLlng refers Lo Lhe appllcaLlon
of markeLlng prlnclples and Lechnlques v|a
e|ectron|c med|a and more speclflcally Lhe
lnLerneL
W Lcommerce are d|v|ded |nto be|ow
ment|oned cateogor|es
W (uslness uslness)
W C(uslness Consumer)
W C(Consumer uslness)
W CC(Consumer Consumer)
8us|ness 2 8us|ness
@hls ls ecommerce beLween varlous
buslnesses @he exchange of producLs
servlces or lnformaLlon beLween buslnesses
on Lhe lnLerneL ls deflned as L
commerce
O lor exCompanles dolng buslness wlLh each
oLher such as manufacLurers selllng Lo
dlsLrlbuLors and wholesalers selllng Lo
reLallers
W ls Lhe selllng and purchaslng beLween
companles wholesale raLher Lhan reLall
W lnvolves wldenlng Lhe clrcle of suppllers (for
safeLy and compeLlLlon) and of cenLrallzlng conLrol
(for records and dlscounLs)
W Some slLes lnvolvlng markeLlng
www free market com
www chemdexcom
|nd|amarketscom
8us|ness 2 Consumer
W C refers Lo exchange beLween buslness and
consumers
W C lnclude servlces such as onllne banklng Lravel
servlces real esLaLe healLh servlceslnsurance and
oLher servlces
W uslnesses selllng Lo Lhe general publlc Lyplcally
Lhrough caLalogs uLlllzlng shopplng carL sofLware
W Lg amazoncomyahoocomwwwlndlabookcom
82C Lcommerce |nc|ude
W ManufacLurersLo sell and reLall Lhe buslness
buyers
W ulsLrlbuLorsLo Lake orders from Lhe merchanLs
Lhey supply
W ubllshersLo sell subscrlpLlons and books
W LnLerLalnmenL llrmsLo promoLe new producLs
and sell coples
W lnsurance llrmsonllne raLe quoLes and
premlum paymenLs have made lL easler for Lhls
lndusLry Lo aLLracL and reLaln cusLomers
Customer to Customer Market|ng
CC ecommerce lnvolves exchanglng
LransacLlons beLween and among consumers
@hese exchanges may or may noL lnclude Lhe @hlrd parLy
lnvolvemenL as ln Lhe case of aucLlon exchange
@here are many slLes offerlng free classlfleds aucLlons
and forums where lndlvlduals can buy and sell Lhanks
Lo onllne paymenL sysLems llke ay a| where people
can send and recelve money onllne wlLh ease
eays aucLlon servlce ls a greaL example of where
personLoperson LransacLlons Lake place everyday
Consumer Lo uslness
W Consumer Lo uslness ls a growlng arena where Lhe
consumer requesLs a speclflc servlce from Lhe buslness
W Lxample Parry ls plannlng a hollday ln uarwln Pe
requlres a fllghL ln Lhe flrsL week of uecember and ls
only wllllng Lo pay $0 Parry places a submlsslon wlLh
ln a web based C faclllLy uodgy roLhers Alrways
accesses Lhe faclllLy and sees Parrys submlsslon uue Lo
lL belng a slow perlod Lhe alrllne offers Parry a reLurn
fare for $0
Some other k|nds of Lcommerce
W CC (CovernmenLLoCovernmenL)
W CL (CovernmenLLoLmployee)
W C (CovernmenLLouslness)
W C (uslnessLoCovernmenL)
W CC (CovernmenLLoClLlzen)
W CC (ClLlzenLoCovernmenL)
AdvanLages of LCommerce
W Cata|ogue f|ex|b||ty and on||ne fast updat|ng
W Shr|nks the compet|t|on gap
W Cpen for 24 hours
W Lnab|es |nd|v|dua| to work from home
W Lower cost of do|ng bus|ness
W -o m|dd|emen
W Lxpand customer reach or geograph|ca|
W otent|a| to |ncrease the sa|e of the company
W otent|a| to |ncrease company prof|t
W Lasy way to compare and shop
W know|edge market
ulsadvanLages
1lnLerneL noL Louched Lhe greaL number of people
noL sulLable for perlshable goods llke foods lLem
LoL of phone calls and e mall may be requlred Lo geL Lhe
producL
8eLurnlng of producL and geLLlng a refund can be a
problem
SecurlLy rlsk
6CusLomer relaLlon problem
@lme Laklng
LCCMMLkCL LkAMLLS
W An lndlvldual purchases a book on Lhe lnLerneL
W A governmenL employee reserves a hoLel room over
Lhe lnLerneL
W A buslness buys offlce supplles onllne or Lhrough an
elecLronlc aucLlon
W An lndlvldual wlLhdraws funds from an auLomaLlc
Leller machlne (A@M)
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