DM Final Ppt

8/12/2019 DM Final Ppt

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DIRECT MARKETING PLAN ON

A BOOKSTORE


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Introduction

Parchment is a chain of bookstores established 7years 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 bestpossible 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.


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Assumptions

Parchment is a Franchise model of bookshop. We are based in metropolitan cities (Mumbai, Delhi, Kolkata,

Chennai, Hyderabad and Bangalore).

In Mumbai, were located in:

1) Bandra

2) Juhu

3) Kandivali

4) Lower Parel

5) South Bombay

We havent set up our stores inside mall locations or particularlybusy streets which attracts a different kind of crowd.

Our store also comprises of a small in-house Caf, operated and

managed by us and not outsourced to somebody else.


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CustomerSegmentation

Our target audience would be people, who are Avidreaders, book lovers and for people who like to read

different genres of books.

We would also target students, who indulge intoresearch for educational purposes.

We would also target children to encourage in themthe habit of reading.


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Demographics

Age : 7years and above

Sex : Not applicable

Income : Rs.50,000 per month

Occupation : Not applicable

Education : Not applicable

Middle class, upper middle class and upperclass


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Psychographics

Avid readers and book lovers.

People who are into reading for the pleasure of it

VALS :

Innovators

Achievers Believers

Experiencers

Actualisers


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Product type

Large variety of books with over 3 million titles, ranging fromfiction, crime, biographical, leadership, self-help, etc.

Worldwide collection of authors

Warm interiors with seating a semi-library feel that encouragespatrons to spend time browsing over their potential purchases.

Adjoining caf to let customers and walk-ins alike, spend sometime.

Extensive and exhaustive Digital library

Delivery service for books (online-aided). Time of deliverydepends on type of book requested. (pop-fiction books availablevia speedy delivery)


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USP

Our store is about the experience of reading, a

one-way destination for all things book readers.

Our franchise has something that all othermarket players lack

- Facilities to spend some browsing-time in the

store- Extensive online presence with exhaustive

selection of books available online

- Renting facilities


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IMC

We will be using 60% of our integrated

marketing communication budget in directmarketing for our bookstore Parchment.

The remaining 40% of our IMC budgetwill be used in outdoor advertising, transit,

online and print advertising.


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DM tools

Direct mailers

Twitter page

Facebook page

Web page

Book marks

Mobile Application

Facebook and Twitter page will have frequent contests

Reading sessions for kids to inculcate reading habit at ayoung age


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Positioning

We are going to focus on bringing reading back intovogue.

Renting Facilities will be provided by us, which will alsoattract a lot of students and other sections. This facility isnot provided by many bookstores.

We will make ourselves more accessible to ourcustomers through our online presence and app.

Our key strategy is to occupy the market vacuum.

One-stop destination for everything bookish.


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Database management

Membership records of similar stores

Records of people who send in online book-orders for books, especially pre-booking orders

Data vendors

Social media/online form records wherein

reading is listed as a hobby/interest of people

Form records of people who join online bookand discussion forums (goodreads, etc.)


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Customer Relationship

Management Our CRM program is called Books & Beyond.

For every purchase of Rs.100, 4 points will be added to their cards

which they can redeem later at their convenience (@Re.1/point)

Exhibitions and book-fair previews for members.

Author-signed copies when available will be made accessible to

most loyal members.

There will be certain contests on the app. Customers who win willget special discount codes.


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Sheaf ( silver)

This will be equivalent to our silver members.

Members who accumulate 100 points can redeem it for asilver membership

They will get personal messages about new arrivals andspecial discounts on birthdays and anniversaries.

They will also get discounted delivery of books that theypurchase or order.

5% discount on purchase at sale times


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Tom (gold)

This will be the equivalent of gold members.

Members who accumulate 400 points can redeem it

for a gold membership

They will get exclusive rights Book Lover Meet (specialget together for book lovers)

Priority Delivery.

Free Shipment

5% discount consistently and 10% during sales


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Project By:

Nidhi Mehta53001118028

Sharanya Narayanan53001118038Ashna Shah53001118046

Vismay Trivedi53001118069

Documents

DM Final Ppt