Individual Project-Due on th 14th of January,2008

Topic 1

A famous chef has published a book ‘Thai Exotic’ on Thai cookery exclusively for the Indian market. He has taken special care by recommending easily available Indian ingredients and condiments instead of Thai names. To begin with, the book will be marketed within Mumbai city. The retail price of the book is Rs. 1325. Gross Profit on the sales per book is 40%. The purchase of a book enables you to a free gift of 2 wine glasses costing Rs. 50 each. As a direct marketing consultant, give your recommendations and formulate a plan. Do you recommend direct mail or mail order? If direct mail, then suggest

a) Your methodology of soliciting list. (Based on how you segment your target audience)
b) What would your trigger message on the envelope be?
c) What would be your incentive or quick response line? ( the ‘You’ approach, or use of the AIDA model to attract consumers)
d) Your idea of a continuity programme.
(How many books are to be sold? Do we factor in the cost of procuring the database?)

If mail order then suggest:
a) Media strategy and recommendations
b) What would be your headline of the mail order?
c) What would be your incentive or quick response line?
d) Your idea of Customer Relationship Management (CRM)?


OR


Topic 2


Formulate a direct marketing plan for an organizer of theme birthday parties keeping in mind the following:

a) Product offering
b) Lead generation
c) Data base development
d) Guarantees offered
e) Quick response or incentive lines
f) Continuity programme ( how will you keep your customer with you-cross selling, upselling, etc)