Direct Marketing Case Study Format
“What, how, and why!”
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*This is one way of solving the case study. You may create one of your's too!
If you look at the previous board papers, you will find the four pointers on the basis of which you have to answer the case study (for a direct marketing plan for a product/service) viz, Product Offering, Lead Generation, Database Development, and Methodology/Channels Used.
I have listed more than the normal four pointers so that we are more adept at attempting and describing our solutions in a more structured format. You can use this or you can use the 4 pointers usually given in the examination.
How do we solve/write/explain each point?
Simple, as I have told you before, if you guys have done the group project with sincere efforts, this case study should be a cakewalk. I think the case study solution is probably only 15-20 percent of the DM project I had given you guys.
Let’s take it point by point.
Product Offering: Please be as detailed yet logical as possible. Let’s say, this is your playground for product/service offering development and description. Include as many characteristics, features, variations, and so on but make sure you use pointers and then describe them. The more better the product offering development/description, the better it is for you guys to solve the CS. Include the price, and the place, if applicable and possible. This takes care of your 3 Ps of traditional marketing.
Segmentation: Refer the segmentation unit of the notes and describe your TG in brief here. This is your platform for delving further into meaningful lead gen. Include this point before Lead Gen even if it not asked cuz you anyways will have to write it to tell us the lead gen sources, how, what, and why.
Moving on to Lead Gen: From segmentation (which should be crisp and brief), you guys can now talk about lead gen sources, how you will do it. As discussed in class, there can be multiple ways to generate leads. There is no hard and fast rule that there is only one way to do lead gen. Depending on the product/service, write as many ways you think you can generate leads (in points again with description).
Lead Qual: From above, write how you will qualify to better filter your leads. Method and reasons. What, how and why!
Database Development and Management: Include the four points as below;
Refer Unit 06 Database Marketing And Management for detailed note on each. Write in brief using all the points explaining in the context of the question asked.
Methodology And Approach: Describe the approach that you are going to use – Stand alone, Integrated, and/or Peripheral. What, how, and why!
Under Unit 01 Direct Marketing – An Introduction, you will find the method to achieve your objectives via One-stage selling, Continuity relationship, and/or Multiple-stage selling. Analyze your product/service offering and write your methodology accordingly. These ways to achieve your objectives can also be used at lead gen level where you can use one-stage, dual-stage, or multi-stage selling eg: Lead gen for a magazine to get database for future use (one-stage), lead gen to get database of subscribers and offering them subscription at the same time (dual), similarly, multi-stage, if it fits into your strategy.
Channels/Tools: This is your last P from the 4 Ps. Write all the gyan that you got while doing your group project in terms of the channels/tools used. Use multiple/varied tools depending on your offering. Describe each tool in brief - “what, how, and why?”
No creatives guys. No budget/costing! You may add these and other things that you have done as part of your group project ONLY if you have extra time left. Make sure you do not spend more than required time on the CS. Do not get carried away!
Finally, remember, “What, how, and why?” That’s your cue to solve each point in the CS.
Coolio! Sounds good?
Zaeem | z@zaeemmirza.com