‡ Ajay Prasad ‡ Jeetesh Sharma ‡ Nitin Gupta ‡ Shradha Jain

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Why the marketing trend is changing?
‡ With the rapid advancement of information technology and the increasing difficulties of meeting customer s needs and wants, there is a shift from a traditional marketing approach to many new approaches.

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‡ Green marketing refers to the process of selling products or services based on their environmental benefits. Such a product or service may be environmentally friendly in itself or produced or packaged in an environmentally friendly way.

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‡ In recent years the term green or eco marketing have come to prominence and reflect a growing concern at all levels of the impact of the increased consumption on physical environment. ‡ The implications of the destruction of the forests, the harm caused to the ozone layer etc were widely published and created a concern about the destruction of our natural environment. ‡ Therefore many consumers are in favour of ecofriendly products .This has created some impact on marketing .
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Benefits of Green Marketing
‡ ‡ ‡ ‡ Future Opportunities Social responsibility Differentiating products Effective utilization of resource

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TATA GROUP OF COMPANIES

‡ Tata Steel aims to reduce carbon dioxide emissions at its Jamshedpur plant. ‡ Tata Motors is setting up an eco-friendly showroom using natural building material for its flooring and energy efficient lights. ‡ The Taj chain, is in the process of creating eco rooms which will have energy-efficient mini bars, organic bed linen and napkins made fromrecycled paper. ‡ One of the most interesting innovations has come in the form of a biogas based power plant at Taj Green Cove in Kovalam, which uses the waste generated at the hotel to meet its cooking requirements. ‡ Launched a low-cost water purifier made from natural ingredients.
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‡ Mc Donald s have stopped packing their products and beverages into Polystyrene containers and use products which are either biodegradable or made out from recycled paper(Napkins etc)

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‡ Nokia adopted a strategy of recycling old, destroyed phones. During this they also planted several trees. ‡ Coca-Cola pumped syrup directly from tank instead of plastic which saved 68 million pound/year. ‡ Badarpur Thermal Power station of NTPC in Delhi is devising ways to utilize coal-ash that has been a major source of air and water pollution. ‡ Barauni refinery of IOC is taken steps for restricting air and water pollutants.

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‡ There is very less uptake of solar batteries and equipments (cooker etc). ‡ Recently launched Samsung solar mobile Guru is not finding foot in market due to inconvenience in solar charging. ‡ Battery operated LG TV failed in Indian market due to poor sound quality. ‡ Very less consumption of CFL bulbs due to its high cost. ‡ Consumption of plastic bags is very high in both rural and urban sectors.
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Causes behind the failure of Green Marketing:
‡ Costly. ‡ Lack of awareness. ‡ Requires a technology, which requires huge investment in R & D. ‡ Majority of the consumers are not willing to pay a premium for green products.

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Our Efforts towards a better environment
‡ ‡ ‡ ‡ ‡ ‡ ‡ Less use of polythene Less use of mobile phone Crush plastic bottle after use Use disposable items Save water Save fuel Avoid smoking
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Mobile Marketing

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What is Mobile Marketing?
‡ Mobile marketing is the most growing marketing strategy these days to promote brands, business, services and organization. Mobile marketing come in focus in recent few years, especially due to fast growing mobile phone uses across the world.
Today all top brands and organization are using mobile marketing campaigns to promote their products.

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Why Mobile Marketing?
‡ More than 240 M mobile subscribers in the US, and over 2 B worldwide. ‡ Currently, one-third of humankind has Mobile Internet access, which is twice as many as the number of Internet-connected PCs ‡ Mobile advertising spending will increase to $14B in 2011, up from $1.5B ‡ Average response rate for mobile campaigns reach beyond 15%
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Mobile Marketing Advantages
‡ 1. Anytime, anywhere communication that is direct and immediate
Draw for World Cup tickets every ninety minutes Fans enter contest by texting code from the top of their Coke

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Mobile Marketing Advantages
‡ 2. Can be targeted to particular audience groups based on age, profession or gender
SMS and Win Campaign for McDonalds Italy

Boost Mobile provides branded wireless content and phone services to the youth market

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Mobile Marketing Advantages
3. Cost effective-

Instead of sending individual letters or brochures to their customers, companies can choose to send bulk SMS messages to thousands of customers at a fraction of the price.

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` Types

of Mobile marketing-

‡ Short Message Service ‡ Multimedia Messaging Service ‡ Wireless Application Protocol ‡ Voice Marketing ‡ Mobile Banner Ads
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Short Message Service (SMS)
‡ SMS, often called text messaging, is a means of sending short messages (up to 136 characters in Canada) to and from mobile phones ‡ The only wireless data medium that has the ability to work across networks, countries and handsets

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Multimedia Messaging Service (MMS)
‡ MMS is a standard that allows sending messages that include multimedia objects (images, audio, video, rich text) ‡ Problems with latency, different content standards across phones and carriers

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Wireless Application Protocol (WAP)
‡ WAP is an open international standard that enables access to the Internet from a mobile phone. ‡ A WAP browser provides all of the basic services of a computer-based web browser but simplified to operate within the restrictions of a mobile phone.

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Voice Marketing ‡ Voice broadcasting calls numbers from a computer managed list and plays a prerecorded message to the customer

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Mobile Banner Ads
‡ Like standard banner ads for desktop web pages but smaller to fit on mobile screens and run on the mobile content network.

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Mobile Marketing also helps in:
‡ ‡ ‡ ‡ Updating daily news Recharging mobile phones Booking of railway tickets/airlines/movies Bank account status

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‡ Direct marketing is a form of advertisinng that reaches its audience without using traditional formal channels of advertising, such as TV, newspapers or radio. Businesses communicate straight to the consumer with advertising techniques such as fliers, catalogue distribution, promotional letters, and street advertising.
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HISTORY OF DIRECT MARKETING
‡ FIRST USE IN 1967 by Lester Wunderman . ‡ who pioneered direct marketing techniques with brands such as American Express and Columbia Records ‡ Direct marketing's history in Europe can be traced to the 15th century.

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CHANNELS OF DIRECT MARKETING

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CHANNELS OF DIRECT MARKETING
‡ DIRECT MAIL
± Direct mail includes advertising circulars, catalogs, free trial CDs, pre-approved credit card applications.

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CHANNELS OF DIRECT MARKETING
‡ EMAIL MARKETING. ‡ DOOR-TO-DOOR LEAFLET MARKETING. ‡ VOICEMAIL MARKETING.

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SOCIAL NETWORKING

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BLOGS

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SEARCH ENGINES

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CATALOGUE

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DOOR-TO-DOOR LEAFLET MARKETING
± used extensively by the fast food chains. ± Business to consumer business model.

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DIRECT MARKETING ASSOCIATIONS
‡ National trade organizations that seek to advance all forms of direct marketing. ‡ International Federation of Direct Marketing Associations
± 23 direct marketing trade associations from five continents established an International Federation of Direct Marketing Associations. Founded in 1989.

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THE PURPOSES OF DIRECT MARKETING ASSOCIATIONS
‡ Promoting direct marketing techniques and companies to consumers. ‡ Fighting negative images of the direct marketing industry. ‡ Providing training and professional development opportunities to marketers. ‡ Conducting industry research. ‡ Hosting networking conferences for marketers. ‡ Promoting direct marketing, informing consumers of the safeguards that exist, and promoting the DMA as their protector, contact point and regulator.
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Controversy
‡ Direct Marketing Associations have attracted controversy, as people believe they aim to promote spam and to defend junk mail and unsolicited telemarketing, which many consumers find irritating and intrusive. ‡ Consumers attitudes toward direct marketing
± Researchers have suggested that attitudes toward the three elements of direct marketing such as source, mode, and response channel, play a significant role in influencing consumers intentions to purchase directly marketed products. ± Syed H. Akhter and Srinivas Durvasula ± Marquette University
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DIRECT MARKETING S BENEFIT
‡ LOW COST ‡ BECOME INDEPENDENT ‡ Direct Marketers don t eliminate the middleman they become the middleman ‡ FLEXIBLE TARGET ‡ MULTIPLE USER ‡ COST EFFECTIVENESS ‡ EASE OF MANAGEMENT ‡ RAPID DELIVERY ‡ TESTING CAPABILITY
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HOW IS DIRECT MARKETING DIFFERENT FROM TRADITIONAL MARKETING
TRADITIONAL MARKETING ‡ Sells product in future ‡ Creates markets and brand names ‡ Changes or instructs future behavior ‡ Is emotional and broad ‡ Primarily based on image and feeling ‡ Creates future sales and awareness DIRECT MARKETING ‡ Sells product or service now ‡ Creates immediate revenue ‡ Models existing behavior and turns it into a sale ‡ Is specific and factual ‡ Highly functional with only the end sale in mind ‡ Creates immediate customers and cash flow
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COMPANY WHO ARE INTO DIRECT MARKETING

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E-Commerce Marketing
Ecommerce (e-commerce) or electronic commerce is defined as purchasing, selling, and exchanging of goods and services over computer networks (such as the Internet).

E-MARKETING
Electronic marketing refers to the application of marketing principles and techniques via electronic media and more specifically the Internet

‡ Ecommerce are divided into below mentioned cateogories. ‡ ‡ ‡ ‡ B2B(Business 2 Business) B2C(Business 2 Consumer) C2B(Consumer 2 Business) C2C(Consumer 2 Consumer)

Business 2 Business This is e-commerce between various businesses. The exchange of products, services, or information between businesses on the internet is defined as B2B Ecommerce. y For ex-Companies doing business with each other such as manufacturers selling to distributors and wholesalers selling to retailers.

‡ B2B is the selling and purchasing between companies, wholesale rather than retail. ‡ B2B involves widening the circle of suppliers (for safety and competition), and of centralizing control (for records and discounts). ‡ Some sites involving B2B marketing: www. free market. com, www. chemdex.com, indiamarkets.com

Business 2 Consumer
‡ B2C refers to exchange between business and consumers. ‡ B2C include services such as online banking, travel services, real estate, health services,insurance and other services. ‡ Businesses selling to the general public typically through catalogs utilizing shopping cart software. ‡ Eg- amazon.com,yahoo.com,www.indiabook.com.

B2C E-commerce include:‡ Manufacturers-to sell and retail the business buyers. ‡ Distributors-to take orders from the merchants they supply. ‡ Publishers-to sell subscriptions and books. ‡ Entertainment Firms-to promote new products and sell copies. ‡ Insurance Firms-online rate quotes and premium payments have made it easier for this industry to attract and retain customers.

Customer to Customer Marketing

C2C ecommerce involves exchanging transactions between and among consumers. These exchanges may or may not include the Third party involvement as in the case of auction exchange. There are many sites offering free classifieds, auctions, and forums where individuals can buy and sell thanks to online payment systems like Pay Pal where people can send and receive money online with ease. eBay's auction service is a great example of where person-to-person transactions take place everyday .

Consumer to Business

‡ Consumer to Business is a growing arena where the consumer requests a specific service from the business. ‡ Example: Harry is planning a holiday in Darwin. He requires a flight in the first week of December and is only willing to pay $250. Harry places a submission with in a web based C2B facility. Dodgy Brothers Airways accesses the facility and sees Harry's submission. Due to it being a slow period, the airline offers Harry a return fare for $250.

Some other Kinds of E-commerce: ‡ ‡ ‡ ‡ ‡ ‡ G2G (Government-to-Government) G2E (Government-to-Employee) G2B (Government-to-Business) B2G (Business-to-Government) G2C (Government-to-Citizen) C2G (Citizen-to-Government)

Advantages of E-Commerce
‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ Catalogue flexiblity and online fast updating. Shrinks the competition gap Open for 24 hours Enables individual to work from home. Lower cost of doing business No middlemen Expand customer reach or geographical Potential to increase the sale of the company Potential to increase company profit Easy way to compare and shop Knowledge market

Disadvantages
1.Internet not touched the great number of people. 2.Not suitable for perishable goods like foods item. 3.Lot of phone calls and e mail may be required to get the product 4.Returning of product and getting a refund can be a problem. 5. Security risk 6.Customer relation problem 7.Time taking

E-COMMERCE EXAMPLES
‡ An individual purchases a book on the Internet. ‡ A government employee reserves a hotel room over the Internet. ‡ A business buys office supplies on-line or through an electronic auction. ‡ An individual withdraws funds from an automatic teller machine (ATM).

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Slides
‡ ‡ ‡ ‡ 1 -14 - Shradha Jain 15 27 - Nitin Gupta 28 45 - Ajay Prasad 46 58 - Jeetesh Sharma

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