LITERATURE REVIEW

1. French et al [1982]

He had examined consumerism and related regulation through a cross-

sectional study during a highly uncertain economic period in Britain. The
period is characterized by high unemployment, presence of EEC trade
regulations and a government reluctant to support industry. The author
found that there is dissatisfaction in the mood of consumers towards the
current marketing practices concerning product quality, truth in
advertising and fairness in prices. The author further concluded that a
mood is strong enough for consumers to advocate not only price controls,
but also promotion and product quality controls as well. The Study
further stated that the businesses which ignored public criticism for their
practices have experienced a tremendous trouble in the future growth.

2. Mackowiak et al [1985]

He found the relationship between promotion and demand for medicines

by using econometric modeling. They looked at benzodiazepines and
diuretics which were the medicines from 1977 to 1981 and investigated
the overall organizations promotional expenditure affecting the demand
for a group of medicines that is overall market size and how individual
company promotional expenditure affected demand for a particular drug
that is market share

3. Peay et al [1990] investigated the role of different information sources in

the decisions of medical practioner in adopting new drugs. Every medical
practioner were asked about his or her general drug adoption practices.
The results had suggested that commercial sources of information are not
important to the medical practioner.

4. Williams et al [1990] had studied the pattern of prescription of the

doctors in Ontario. It was found that the increase in the prescription of
any of the medicine is due to the more contact of that particular company
with the doctor. The contact with the doctors can be in the form of one to
one interactions or the benefits in the form of gift, meal or sponsoring of
seminar or conference. Further it was found that industry-sponsored
seminars are important sources of drug information.
5. Sundar G Bharadwaj et al [1991] had focused on the attitudes of
customers towards marketing practices in a developing country like India.
The results of the study indicated support for the consumerism movement
while dissatisfaction with the marketing practices of the industries.

6. Smarta [1994] observed the changes in marketing practices stressed that

in addition to devising strategies to generate prescriptions, in the new
environment, the firm must devise method to strengthen retailing. He said
if retailing is not focused, generated prescriptions are likely to get
substituted by similar brands of other companies.

7. David Chris [2001] highlight the changing focus of marketing

pharmaceuticals products by building services around the products. This
Services Around Pharma model makes the product stand out in the crowd
and also helps build customer loyalty. The author had given example of
pharma services model existing in the country such as ‘Humacare’ by Eli
lilly launched in 2002 around their insulin product Humalin. It offered 24
hour customer care service through mail, a complete user kit with
disposable syringes and a kit with a cooling gel to carry insulin

8. Rainisto S. K. [2003] in there thesis had evaluated critical success factors

in place marketing, and also studied how these factors could be utilised in
place development. The analysis of place marketing practices from the
perspectives of the process, assessment criteria and success factors was
done. The study contributed to the literature by translating the key
concepts of corporate marketing theory for places, through a conceptual
framework and also makes propositions for place marketing practices
along with its specific success factors. The study had made a managerial
contribution by giving recommendations for place marketing practices,
and by offering a new and holistic approach.

9. Neelamegham S. [2004] in their book presented a study to analyze the

factors which motivate salesman employed in the pharmaceutical industry
in India. The study was based on a sample of salesman taken from thirty
pharmaceutical companies. The study revealed that despite the
importance attached to personal selling, only a few firms in the industry
devoted the required attention towards training, development and
motivation of their sales force.
10.Chaffey Dave et al [2006] in their book had focused on internet
marketing practice which included the use of a company web site jointly
with online promotional techniques such as interactive advertising, e-mail
marketing and partnership arrangements with other web sites. The
purpose for use of these techniques is to provide services to existing
customers that help to develop the customer relationship and to support
objectives of acquiring new customers.

11.Roderick Brodie et al [2008] purpose of study was to develop an

understanding of how firms relate to their markets in a manner that
integrates both traditional and more modern views of marketing, and
incorporates an understanding of both the antecedents and consequences
of various marketing practices

12.John J. Withey [2009] described a set of marketing practices which were

used in the smaller organizations that had pursued customers in the
regional markets. Every marketing practice was evaluated against a range
of popular theories of ethical behavior. “The paper also addressed issues
of ethical behavior and marketing creativity by the help of alternative
models which can be used to evaluate marketing practices among the
small business to business marketers

13.Paul Sherlock [2010] had studied marketing practices of pharmaceutical

companies through a literature review, case studies and interviews. The
case studies focused on the way companies promoted and influenced
customers to buy their products through electronic & print media in order
to maintain their market share and also to attract new customers to buy
the products.
OUTCOME OF THE STUDY

1. More then 50% of the respondent are engaged in direct selling

2. Stock is not available in all zones.

3. Promotion and sale are two methods but they are mixing it

4. Indian customers are highly information seekers They collect more

information about quality price and refer customer experiences before
purchasing a product

5. Advertaisment have high impact for creating stimulus in Indian

customers

6. Indian customers have high tendency to go for online purchase, They

have high affinity to go online for electronic products and apparels

7. One of the current trnd in Indian youth and young Indians are watching
the T.V programmes via online portals. May be the main reason is
convenience of time they can watch programs which they had skipped
due to some reason

8. The newspaper also people have more affinity towards online news
portals here the reason may be they can get news update very early they
don’t need to wait for daily newspaper

9. Brands are getting more touch points to reach target group in a cost
effective manner.

10.Brand want to build a cool presence over digital platform because the
customer will do research about the products after seeing ad or after
getting stimulated.
11.Now Indian customer want to get conviction about a product before going
to retail shop.

12.Females are not much attracted to the multilevel marketing system

13.Distributors belong to the middle age group are more fascinated to MLM
than other age groups.

14. The study shows that majority of respondents were married.

15.It is also revealed that majority of respondents live as nuclear family.

16.More than half of respondents resided in urban areas.

17.Monthly income of majority of the respondents was less than Rs. 5000
and only 11% earns high income.

18. The main source of income for the majority of the respondents was in the
form of salary and wages. It is also worth to note that as a source of
income, multilevel marketing contributes a negligible share
 CHAPTER 5
LEARNING EXPERIENCE SUGGESTION CONCLUSION AND
BIBILIOGRAPHY
This project gave me great opportunity to learn about the all aspects of the

PROBLEMS AND PROSPECTS OF DIRECT MARKETING And helped me

to know about current situation of theDIRECT MARKETING.

The learning experience gained by me during the in plant training

was very much practical oriented. Mostly all the concepts which I studied
in the class, are applicable practically
I gained many new management skills and also got a chance to learn new things
on my own experience.
The overall study of the organization

1. Improve skills
One of the most important things you can gain from
internship is new knowledge and network and it helps to improve
many new skills and knowledge

2. Professional communications
It is the best way to learn how to
navigate the working world through real-life hands on experience
one of the most valuable skill you will gain from an internship is
the ability to speak with people in a professionals

3. Making connections
The people who will be reference in the
future it will setup many new connections and build the
strong relationship
 4. Independence
Internship will teach you to make your own
decision and do things on your own being able to work
independently with little guidence is very important in the
working world

I came to know what exactly needs wheather quality of work or quality of work
to be done or both. And also some extent I could understand the DIRECT
MARKETING work culture. Uniformity which is a essential element that
management should maintain it will also create an impression on the minds of
another about their taste, preference, values .I had a great time working on the
project, as it given insights into the working environment of an organization.
The environment is good. I have learn lot of thing there.

This project gave me a great learning experience and at the same time it gave
me enough scope to implement my educational ability. The information advice
presented in this project is based on secondary information.
SUGGESTIONS

1. Enhancing the sales and maximizing profit need a critical observation of

activities relating to the facilitation to the customers visiting the stores. There
are many issues that demand immediate attention. For example, appointing
optimum staff and preparing appropriate time schedules for each staff members.
The floor staff is helpful in locating the products and thus saving timing of the
customers. They can also replenish the stocks by keeping watch on fastmoving
goods; thus avoiding inconvenience at customers’ side.
2. The promotional activities must be prominently showcased in the premises
and the displays should help attract maximum customers. Also it is observed
during the data collection that the sign boards and the schemes boards are not
updated from time to time, due to which the customer may get into dilemma for
purchase. Hence it is advised to the retailers to update and keep a track of sign
boards inside the stores
3. Availability of different varieties of brands is one important issue. The store
managers must see that optimum stocks are available at their disposal.
Moreover, prompt services from warehouse to display outlets should be
considered on priority. No customer should return without buying his choice
brand just for not having available at the outlet.
4. A frequent check on the competitors’ sales promotional activities and
preparing counter strategies to attract customers is a key factor. However, it
may not be possible all the time to compete with the rivals on the sales
promotion grounds. In such case, the stores should think of the substitute of
prompt services, door delivery wherever possible, help for loading of the goods
to parking slots etc. taking care of children by making available the play area
with all safety measures. Many customers are not attracted towards the
discounts and rebates all the time. Deliberate attempts should be made to
understand the buying motives of the customers and actions should be taken to
match their expectations.
CONCLUSION

 Direct advertising: Through digital marketing, you can aware of your

customers about your products. If you take a good advertising strategy and
promotional tools, it can help you to perform well in the highly competitive
market.

 Available 24/7: Online promotion is a good trick for today’s world. It is

good enough because world wide web never rests. So, your product will be
available for the viewers for 24 hours.

 Easy consumer reach: If your main aim is to target a large sum of people,
then digital marketing is a good way to communicate. Social media
marketing has revolutionized the marketing activities. There are so many
social media platforms. They are on Facebook, Twitter, Whatsapp, We chat,
Skype, Google+, Blogs, Instagram, YouTube etc.

 Cost effective: Digital marketing is cost-effective in comparison with the

traditional marketing channels, such as TV, radio, Newspapers, Magazine,
and banners etc. Social media plays a vital role in promoting digital activities.
This feature helps small organizations to market their business targeting the
global customer.

 Global advertisements: Through digital marketing, you can expand your

customer reach to other countries in spite of geographical barriers. It is one
of the most effective benefits of digital marketing.

 Consumer’s convenience to shopping online: Due to the growing

popularity of digital marketing, customers have become more convenient to
shop online at any time of the day. Through digital marketing, companies
and customers get the opportunity to acquaint with each other.
 Easy brand promotion: With the growth of the digital marketplace,
various brands can easily reach to their customers.

 Instant feedback: Through digital marketing, you can get instant

feedback from your customers. So, you can improve your services promptly.

 Simple to measure: Digital marketing offers the companies to measure

their marketing activities. It also helps the marketers to evaluate and audit
their online contents for quality purposes

 Time-saving: If you start your business on the internet, it may save your
time and effort. There are so many ways to stay connected with your
customers of them live chat support and FAQ section.

 mitations of internet access: Digital marketing totally depends on the

internet. But, there are so many remote places where the internet does not
work. So, if you totally depend on digital marketing, then you will miss a
large number of customers. Even in the city area, the speed of internet is not
very good. This is a great limitation of digital marketing.

 Risk of hacking strategies: There is also a risk of hacking your

promotional strategies by the competent authority. This is one of the main
drawbacks of digital marketing. The hackers can easily track and copy your
valuable promotional strategies and utilize for their own purpose.
BIBILIGRAPHY

BOOKS
1. The art of direct marketing
2. Understanding digital marketing

NEWSPAPER
1. THE HINDU
2. ECONOMIC TIMES

BIBILIOGRAPHY
1. WWW.DIRECTMARKETING.COM
2. WWW.PROBLEMSOFDIRECTMARKETING.COM
3. WWW.EVALUATIONOFDIRECTMARKETING