Hard Copy-2011

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INTRODUCTION

Direct marketing is a form of advertising that reaches its audience without

using traditional formal channels of advertising, such as TV, newspapers or

radio. Businesses communicate straight to the consumer with advertisingtechniques such as fliers, catalogue distribution, promotional letters, and

street advertising.

Direct Advertising is a sub-discipline and type of marketing. There are two

main definitional characteristics which distinguish it from other types of

marketing. The first is that it sends its message directly to consumers, without

the use of intervening commercial communication media. The second

characteristic is the core principle of successful Advertising driving a specific

"call to action." This aspect of direct marketing involves an emphasis on

trackable, measurable, positive responses from consumers (known simply as

"response" in the industry) regardless of medium.

If the advertisement asks the prospect to take a specific action, for instance

call a free phone number or visit a Web site, then the effort is considered to be

direct response advertising.

Direct marketing is predominantly used by small to medium-size enterprises

with limited advertising budgets that do not have a well-recognized brand

message. A well-executed direct advertising campaign can offer a positive

return on investment as the message

is not hidden with overcomplicated

branding. Instead, direct advertising is

straight to the point; offers a product,

service, or event; and explains how to

get the offered product, service, or

event. There are various channels of

direct marketing such as direct mail,

telemarketing, email marketing, door-

to-door leaflet marketing, couponing,

etc.

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FASHION MAGAZINE- POISE

Fashion is a state of mind. A spirit, an extension of one's self. Fashion talks, it

can be an understated whisper, a high-energy scream or an all knowing wink

and a smile. Most of all fashion is about being comfortable with you,translating self-esteem into a personal style.

However, the fashion items that we are exposed to these days arent exactly

cheap, and land up leaving a big hole in ones pockets. Even fashion magazines

boast of only high end fashion, which could easily cost one an entire months

pocket money. Where does one turn to, when they want to know where they

can shop at, at a limited budget, or how they can funk it up with what they

already have? Thats what Poise is all about.

Poise being the name of our magazine, it means stability and balance. We hope

to be stable and balanced in all our initiatives. The name also conveys self

assurance and dignity.

Nowadays, every single person wants to look trendy and chic- especially the

young adults. Be it going to college, for a film, or as they say, chilling with

friends, they want to look their best. However, an average middle class student

wouldnt have enough pocket money to afford the latest Jimmy Choos or that

gorgeous Prada bag, which most of Indias fashion magazines brag about. In all

of these magazines, affordable fashion is just one tiny column out of the one

hundred and fifty pages of the magazine. Thats where Poise kicks in.

Our targets are youngsters between the age group of 16-25 years. This

magazine basically will focus on current fashion happenings and the new town

gossip. The USP of the magazine is that unlike other fashion magazines, Poise

has something for the girl next door i.e. affordable fashion tips. Poise will help

these youngsters to follow latest trends at affordable rates. As it generally

happens, youngsters want to be fashionable but cannot live up to latest trends

because they arent pocket friendly, but we at Poise give you tips to look your

best with limited funds.

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Features

1. Poise, unlike other magazines is all about fashion, but at affordable prices. It

will have various articles on how one can look at their fashionable best, and

still manage to save their pocket money at the same time.

2. Every section of fashion will be covered, with tips for everything- for

example, in the section of Beauty and Skin Care, there will be articles and

comments of experts in the field as to how the readers can keep their skin

gorgeous by merely using natural products, instead of spending money on

different kinds of creams and lotions for a glowing skin.

3. Another feature of the magazine will be that it will show its readers how to

make one piece of clothing look different every time you wear it. So in every

edition, there will be one column dedicated to how you can get styled up from

your own closet, and look modish.

4. A column, known as Ask Anusha is another highlight of the magazine, where

readers can send in questions, to be answered by her, with her personal styling

tips.

5. Poise, as a magazine is the first of its kind, with not only a different target

group but also a different idea on the whole. This is what makes it unique from

other magazines, thus making it stand out.

6. Subscribers will get free merchandise of Poise from time to time. For

example, t-shirts,

Pricing

Poise is a monthly magazine, priced at Rs 50.

Promotional Offers

y There will be special discounts for students who subscribe on a half-

yearly or yearly basis.

y Subscribers will also get special offers on the brands that Poise Magazine

has tied up with.

y Immediate subscription will avail further discounts.

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AN INITIATIVE BY

Since Poise is a new launch we have The Times Group supporting us by

funding us for our initial days. The Times Group is the largest media

conglomerate in India. The company has five dailies, two lead magazines,

twenty-nine niche magazines, thirty-two Radio Stations, two Television News

Channels and one Television Life Style Channel. The Times group has many

brands under it like The Times Of India, Maharashtra Times, Navbharat Times,

Mumbai Mirror, Economic Times, etc. More importantly, it has two fashionmagazines under it, namely Femina and Grazia. This could be advantageous to

Poise in a lot of ways. Firstly, the database of these two magazines can be

taken, and added to the database of Poise. Secondly, Poise can be promoted

by these two magazines, considering they are sister magazines, thus gaining

Poise more visibility.

OBJECTIVES

The following are the major objectives for Poise:-

1) To make people aware of our magazine.

2) To market the magazine well.

3) To make sure we get more and more readers for our magazine.

4) To Cover 80% of the student population to read our magazine.

5)

To beat other fashion magazines reader population.6) To expand our magazine to older women and men.

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FINANCIAL SUPPORT

Since poise is a new launch, we required someone to support us and fund us

initially. We have the initiative of Times Group. Times Group has financially

supported us in order to accelerate the initial stages.

Integrated Direct Marketing Plan

Despite the growth and popularity of direct promotions and sales, the real

value of that kind of marketing lies in the integration of different media

channels and tools in its application.

Poise being a new magazine not only wants to inform people about the latest

fashion trends at affordable prices, but also set a base for such future

magazines to follow.

Hence, the integrated direct marketing approach will be followed to promote

Poise.

SEGMENTATION

Poise is all about the fashion. Our objective is to keep our target group

updated about the latest trends, but at affordable prices.

Based on the data collected we have defined our target group on the basis of

the following aspects:

Geo - Demographic structure

y Age We are targeting people from the age of 16-25years, basicallycollege going students and young women who have just started

working.

y Location Poise will have launch in all the major metropolitan cities

of India.

y Gender- Female

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Socio-economic Segmentation

We aim to target all the middle and upper middle classes, since Poise is all

about affordable fashion.

Psychographic Segmentation

We aim to target young college going girls who have a knack for fashion, and

are regulars at spending more than half of their pocket money shopping.

LEAD GENERATION

Lead Generation is a marketing term that refers to the creation of prospective

consumer interest or inquiry into a business product or services. Lead

generation is the process of identifying prospective customers and qualifying

their likelihood to buy, in advance of making a sales call. Sales Lead Generation

refers to the process of finding people with a qualified interest in a certain

product or service. Its the method of collecting contact information and

extracting potential sales leads.

Direct Marketing activities focused on identifying prospective customers

for a product or service. There are many techniques for lead generation, but a

common method is to ask current customers for the name of someone else

who may be interested in buying. Acquiring a list of the attendees of a trade

conference or other public event is another method of generating leads.

It is through lead generation that names and contact information is

collected about qualified prospects which will be contacted by the salespeople

for generating orders. It usually involves direct response advertising and

telemarketing.

Lead generation is the use of a computer program, a database, the

Internet, or a specialized service to obtain or receive information for the

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purpose of expanding the scope of a business, increasing sales revenues,

looking for a job or for new customers, or conducting specialized research.

Leads can consist of the names and addresses (or e-mail addresses) of

individuals, corporations, institutions, or agencies. Lists of leads can be

gathered or filtered from targeted databases such as telephone and Internetdirectories.

The Lead Generation techniques used by Poise will be as follows:

1. Exchange of links

Exchange of links with our sister magazines, i.e. Femina and Grazia. They have

the same target market as that of Poise, but arent competitors. This way,

when people visit their websites, they see our link and come to check ourwebsite, which brings us more traffic.

2. Send a newsletter

For people to actually subscribe to our magazine, they need to have some sort

of special incentive, so that it interests them further. Providing them with a

free newsletter will give them a better insight on the magazine, also showing

them how different it is from the other magazines that are available in the

market. Thus, they can sign up online to get a free newsletter.

3. Ask readers for testimonials

Testimonials from satisfied readers are typically the best way to promote

Poise. People who have read Poise, and taken tips from the same can post

their views online, on how the magazine helped style them, or helped them

buy the perfect Little Black Dress within the given budget.

4. Organize events and promote them online

This is a very good way to get free exposure, because even if people cant

come to the event, they will still check the website out if they are interested.

Also, people who are interested will be sure to sign up, to be informed about

forthcoming events. The events can be promoted not only on the website of

Poise, but also on social networking websites like Facebook or Twitter.

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5. Have affiliations

Having an Affiliate Program is the easiest and fastest way to increases both

sales and profit. Poise, as a magazine itself is a tool of advertising. People do

place their ads in magazines to gain more visibility. What our magazine plans

to do is that every ad that is placed in Poise, will in turn, as part of the deal

promote Poise. The more affiliates you have, the more access you have to

thousands of people, who will see your products or services on somebody

elses website or newsletter. For instance, on a website of MAC, there will web

ads of Poise. Or every time one purchases a Lakme Nail Polish, they will be

given a flyer/pamphlet of Poise along with their purchase.

6. Special Online Offers

People who sign up online can get special offers and discounts at the stores

that Poise Magazine has tied up with.

7. Have a mailing list box on each page of the Poise website

We never know when a visitor will decide to subscribe for our magazine. So it

is very important to have a mailing list box on each page.

SOURCES OF DATABASE COLLECTION

Primary Sources

Questionnaires

We would be making questionnaires to understand what people want to

see in our magazines. By doing this, we would have an exact idea what people

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expect from us. Even after the launch of our magazine, wed be still making

questionnaires on a regular intervals to find out to many people are actually

reading it.

Internet

We plan to have our own website where a lot of associated brands can

sell their products. Every time our website is accessed, a pop-up quiz will

appear that asks for the viewers contact details. Social networking sites, like

facebook and twitter, will have questionnaires too. Also, as mentioned above,

Poise will have links with various

Tie-ups

We even plan to have counters at different college festivals, where we can

collect their contact details and give them discount coupons. On these

counters, we will be giving out questionnaires too.

Secondary Sources

Getting the database of sister magazines- Grazia and Femina:

Since Poise is initiated by The Times Group, we can get the database of the two

magazines also initiated by Times Group, namely Grazia and Femina. Since

these two magazines are also fashion magazines, the target audience to some

extent will be similar, thus giving us a readymade database.

Brand Tie-Ups

The tie ups that Poise Magazine has with various fashion brands and stores will

also provide us with the database.

MANAGING THE DATA ENTRY

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Verification: Verification involves whether the raw data is being put on our

database accurately.

Validation: Validation is checking the accuracy of personal data provided. We

also carry out accuracy checks to ensure the validity of the information that we

have. We also carry out regular audits which involve counting of customers,

and other data entries, and then comparing these counts to see that they tally.

De-duplication: De-duplication is the act of ensuring that the database does

not contain duplicate records of the same subscriber. As we are collecting

information about our prospects from various sources like seminars, online

forms on our website, etc. there are chances that we may collect information

of the same person twice. Thus, our volunteers look after such faults in the

management of the database and rectifying it. In such cases, our volunteers

see to it that no data gets repeated and all the information is accurately placed

and hence followed up.

Merge/ Purge: In merge purge we merge two files, for instance one external

and another internal database into one. In such cases our volunteers see to it

that the same subscriber is not there twice in the final file. This is sometimes

difficult to do, but important, to avoid mailing/approaching the same customer

twice. For instance, when we are merging two files one which we received

from Times Group and the other which we collected from our surveys, thenthere are chances that the telephone numbers get repeated. In such cases, our

volunteers take special care to avoid repetition in our database.

MANAGING THE DATABASE

Once the data has been sourced and entered, it then has to be stored on the

database and managed, ready for use. Our database management team would

be looking after our database. Hence, we can customize our database

according to our requirements. Our database will be updated monthly.

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Our volunteers and our IT professionals will maintain and manage our

database with the help of the software called Oracle. Volunteers handling the

database are actually concerned with

keeping data up to date

auditing

archiving.

Keeping Data Up to Date

It is important to keep a database updated from time to time. A number of

changes take place among the population with time. Thus it is futile to mailpeople who are no longer accessible.

Our volunteers will keep the data up to date; this would include keeping a

proper record of the subscribers who read our magazine regularly. We would

continuously be in touch with our subscribers and keep them updated about

the activities and events held through mailers, SMS, e-mails, etc. We would be

following a 3-response campaign for direct marketing wherein if our prospects

fail to respond to our three attempts then we would remove that person

because it would be clear to us that these prospects doesnt read the magazineany more.

Special attention would be paid to the names and spellings of our supporters

since we would aim to have an error free database.

Auditing

We carry out regular audits for record verification and would verify our entire

subscriber and prospect database from the original source of information for

any mistakes or changes.

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Archiving

Archiving includes for how long the data of a particular person should be

maintained on our database. Poise would try to get in touch with our readers

and would keep them updated but if they do not respond after numerous

attempts then we would remove them from the database.

MANAGING THE APPLICATION

Our team of volunteers will see to it that the data is put accurately on our

databases. We carry out spell checks to verify that the names of our readers

and prospects are not spelled incorrectly. We make it to point to have our

database error free. Also the salutation like (Mr. /Ms) is written properlyotherwise our customers may get offended by it.

MANAGING THE SUBSCRIBERS

We would be keeping our subscribers updated about out event sponsorships,

events happening at college festivals, etc through direct mailers, information

on website, word of mouth, SMSs, etc.

We would send our regular readers discount coupons. Students would be also

getting discounts on our magazines if they show their valid ID cards on our

specific outlets.

READERS PROFILE

Field Data

Name of Reader Anjali Shah

Address Sunflower Villa, N. S. Road 5,

Juhu

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Town/ City Mumbai

Postal Code 400 049

Gender Female

Date of birth 02-11-1992

Age 17Occupation Student

Geo-demographic indicators Young and chic

Lifestyle indicators Likes reading fashion magazines.

Interested in fashion.

Education Junior College

Media preferences Outdoor advertising, Social

networking websites

Dates of contact 28/09/2010Response Y

Orders N

Returns Y

Customer complaints Y

Source of recruitment* Magazine Ad

Account no. 2008/3020

Date of subscription January, 2011

Method of payment CashDate of renewal of subscriptions Depends on launch

Loyalty Program Points 800

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METHODOLOGY (CHANNELS USED)

Poise Magazine has agreed upon using an integrated direct marketing plan

which is a combination of mass marketing methods and direct marketing

methods. Our team is using extensive direct marketing to effectively target theniche market of 16-25 year ladies. The central goal is to create awareness, of

the launch, of the magazine that caters specially to the needs of the target

group. There will be both Mass Marketing and Direct Marketing used to

promote Poise.

y We will also do extensive outdoor advertising by placing hoarding

advertisements at prime locations such as close to malls, coffee shops,

colleges and multiplexes.

y Poise has tied-up with various fashion retail boutiques such as KarmaKoala, Fashion, Mesh, etc that store young trendy clothes and

accessories at affordable prices.

y We also plan to sponsor various college festivals fashion shows and

distribute freebies as well as booklets of our magazine and have banners

and standees on venue.

y We will have in-store advertising in the form of danglers which will be

strategically placed next to items featured in the magazine reading

Poise Magazine Loves.y Keeping in mind that youngsters are tech savvy and often surf the

internet, we will create fan pages on popular social networking websites

like Facebook, Orkut, Twitter and ibibo where one can follow the latest

fashion, prevailing trends, and get updates from the magazine editors.

y The magazine will also have it own website in addition to fan clubs on

social networking sites where readers can read articles and snippets

from a released issue. The website will also feature the option of

purchase, where the reader can buy items featured in the magazine and

redeem their loyalty points. If the product is unavailable then

information on where the reader may buy it from will be given.

y They will have the facility of writing in to the magazine and give us a

feedback on what they liked and what they didnt. The readers can also

subscribe to the magazine online on the magazine website.

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y In publications, we plan to advertise in Femina and Grazia, the sister

magazines, under The Times Group with a subscription form attached.

y Moreover, we will send out direct mailers to potential readers apprising

them of the magazine and what it has to offer. This will be a very direct

approach and will be effective in garnering attention from readers sinceyoung girls do not receive direct mailers too often.

FUTURE PLANS

When one talks about an entire magazine that focuses on affordable fashion,

Poise is the first. Depending on its success, we plan to launch more magazines

in the same arena, but for different target groups. For example, a magazine forworking men and women, who not only want to look like young professionals,

but are also at the age where savings matter.

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Print Ad 1

Print Ad 2

Outdoor Hoarding 1

Outdoor Hoarding 2

Flyer

Badge

T-Shirt

Danglers

Loyalty Card

Direct Mailer

Website

Documents

Hard Copy-2011