PROJECT REPORT ON

DIRECT and DATABASE MARKETING

For
CAMPUS YIELD

IN PARTIAL FULFILLMENT OF THE REQUREMENT FOR

MASTERS IN MANAGEMENT STUDIES (MMS) YEAR: 2009

SUBMITTED BY
SUNIL SINGH
ORIENTAL INSTITUTE OF MANAGEMENT

ACKNOWLEDGEMENT

At the outset, I am thankful to my institute (Oriental Institute

of Management), and the authorities, for providing me an
opportunity to undertake my Masters Degree in Management studies
(MMS), and allowing me to undertake my summer project at
CAMPUS YIELD.

I want to thank all the people who have been instrumental in the
successful completion of my project work titled DIRECT and
DATABASE MARKETING.

I would like to thank campus yield for giving me this opportunity.

I would like to thank MR. Bhatia (Director at Think People Solution, cofounder at Campus Yield Solution Pvt. Ltd.) for taking interest in my
project amidst his busy schedule.
I am very grateful to MR. Khushal Dhayfule (Assistant Manager in
Campus Yield) for his constant inspiration, kind advice, untiring close
supervision, wholehearted encouragement and constructive criticism
guiding me.
No formal word is sufficient to convey my sincere thanks and
heartiest gratitude to Miss. Monika Rattan (Team Leader) for giving
valuable time and precious suggestions. Her motivation has really
been a great help in building the project.

Project Report on

Direct & Database Marketing

Submitted To
Mr.Hitesh Bhatia
Mr. Khushal Dhayfule

INDEX
Sr.No.
1.
2.
3.

4.
5.
6.

7.

8.
9.
10.
11.

TOPICS
Acknowledgement
Synopsis
Company profile
Introduction
Campus Yield Services
Motto
USP
Interesting facts
Need for Study
Objectives of study
Direct Marketing
History
Definitions
Benefits & Drawback
Direct Marketing Process Diagram & Explanation
Explanation of diagram with reference to my Job Role
Telephonic conversation
Channels
Types of Channels
Channels that I used in my Job
Database Marketing
Explanation of database marketing with respect to my Job Role
Limitations of the marketing campaign
Recommendations and Conclusion

Bibliography

Page No.
2
4
5
5-6
7-9
10
10
10
11
12
13
14-15
16-17
18-21
22-29
23-29
30
30-33
34
35-37
38
39
40
41

SYNOPSIS
This project deals with the promotional strategies for a Post
Graduate Diploma in management courses of Bharti Vidyapeeth
University Pune. BVU outsources its admission process to CAMPUS
YIELD.
Todays era is an era of higher education; it is need of hour to
have a management degree, this project talks about direct and
database marketing of BVUs management seats, generating data
base of engineering students of BHOPAL, JABALPUR, INDORE (M.P.)
and convincing them to take admission in
BHARTI
VIDYAPEETH UNIVERSITY, explaining them about course structure
of PGDM, Study the consumer behavior.
My project was on proposing a product mix and promotional
strategies for BVUs management seats, before going through the
project it was very necessary for me to understand this business so
went for hardcore searching for the industry and when understood
completely I started working on my project. It does not include a
perfect pattern of the project as I am not well known to project, what I
knew was to work for the company. Whenever I had something for the
betterment for the organization I immediately shared with the director.
This project includes the whole process through which I went while
doing the project.
For better understanding I went for a trip to Jabalpur. It was not
an easy decision to go there. At first I was avoiding this as I had never
been outside my home town, but my boss insisted that learning would
come only if I follow some hard steps in life. Inspiring from this I
contacted many classes like, Career Forum, Career Launcher, TIME,
two - three local classes of that area for MBA aspirants database
because they are the only one from we can get genuine data base of
students but all refuses to unveil their secrets to me. But constant
pressure from my side some of them little bit softer. Finally three of
them were ready to talk to me and its my luck that all were from one
place.

All I can say at last that it was extreme experience for me to

explore my ideas in the benefits to the organization in which I was
working.

COMPANY PROFILE

A brief
of Campus

introduction
Yield!

Established in
2007,
Campus
Yield specializes in
Training
&
Placement. Campus Yield (CY) today is the leading provider of Talent
Acquisition and Campus Hiring solutions with a Pan India presence
catering to the Technology, Knowledge Services, Banking and
Financial Services sectors in India. The leadership team has several
decades of collective experience working for global services and
consulting firms and is an alumnus of premier educational institutions
in India.
The team at Campus Yield engineers and executes solutions to
address these corporate challenges. The team's mission is to enable
industry-academia interaction, reach out to young minds and help
them realize their career aspirations while helping the corporate world
discover the finest talent graduating from academic institutions across
the country. Campus Yield was early to spot this opportunity and has
developed a bouquet of offerings in order to customize training for
businesses thereby reducing training, induction, and orientation time
lags.

Campus Yield aims to provide fast, simple and cost-effective

solutions for our clients, through strategic advice and solutions in the
areas of Fresh Talent Acquisition Strategy and Planning, Compensation
Advisory, University Recruitment, Talent Branding & Training. We
thrive hard to Leverage the talent of the large youth pool available in
the country.

Employability of the millions of young people graduating from

technical institutes, colleges and universities has been a chronic
problem for industry. In addition to this, companies hiring from
campuses across India are faced with the additional challenges of
selecting the appropriate campus to visit, understanding campus
trends, branding themselves at campus, managing the logistics of
coordinating with the placement offices on various campuses, setting
the dates of various visits (pre placement student interaction,
interviews etc.), conducting assessments and following up with
graduating students before joining, all of which comes at considerable
effort and cost.

Campus Yield Services!

We Campus Yield pride ourselves in being the leaders in student
training solutions in the areas of Communication, Personality
development, & Leadership. Our entire list of services includes:
Training & Placement
Search & Selection
Admissions
Corporate Communications & PR
Industry Institute Partnership
1) Training & Placement
Campus Yield, with its considerable resources and proven
training expertise offers highly effective learning solutions. CY helps
institutions in delivering higher performing students to achieve better
placement
rankings.
CY has been successful in delivering exceptional & creative training
programmes to institutions on all the below mentioned training
solutions:

Communication Written & Spoken

Confidence Building
Team & Time Management
Stress Handling
Dressing / Grooming / Dining Skills
Quality Practices & Philosophy

In addition to the above soft skills we also train/teach students in

the following areas:
Human Resources
Sales & Marketing
Operations
Technology Skills

2) Search & Selection

Campus Yield is the only organization in India today offering a
search & selection service which dedicatedly focuses on Educational
Institutions. CY has over the years built an exhaustive database of
professionals from the teaching industry. We have an exhaustive
database of the following:

Lecturers
Readers
Asst Professor & Professors
Head of Departments
Principal, Directors, Registrar, Dean, etc.

87% of the professionals in our database fall under the categories that
are approved by the AICTE or UGC.

3) Admissions
Another first from Campus Yield! Campus Yield is the only
organization in India today working with colleges in the admission
space.
CY has over the time built a team of trained, experienced and
successful professional counselors who achieve their set targets time
and time again. Campus Yield camps at various geographies across
the country across catchment areas and makes sure that every seat
available with the institution is filled.

Our team works like a team of hunters, who identifies pools of talent
and attacks them and ensures conversion.

4) Corporate Communications & PR

Corporate Communications & PR: Is your performance not
addressing the potential crowd or catchment area? Campus Yield
works with colleges right from understanding what needs to be
presented, how it should be packaged and finally delivering on the
commitments.
Campus Yield will make sure that it happens through the proper
channels. Campus Yield has proven expertise and strong relationships
with the media fraternity.
We employ and partner with best of the PR Managers and Agencies in
India and hence leave no stone unturned to make your visibility count .

5) Industry Institute Partnership

Industry Institute Partnership: Campus Yield helps institutions
help bridge the gap between Industry & Academia.
CY helps institutions with tie-ups across the industry, which helps in
building the institution brand. This brand helps the institution for
placement and also benefits the students in-turn. This branding
comes with much needed corporate identity for your institute and an
everlasting relationship with Industries, companies and various
associations.

10

Our engagement models are: Successful Conversion, Retainer,

Retainer + Successful Conversion, One-time Incidental and Per
Resource Hour.

Motto of Campus Yield! :

Focused campus hiring & training

USP of Campus Yield! :

Work across the country, hence larger reach for an organization.
Help the organization with College evaluation, student
evaluation, student training, turnkey open & pooled campuses.
Branding for the organization.
Oversee the entire logistics as well as process flow.
Dont add a cost on to the hiring organization.

11

Interesting Facts about Campus Yield!

They are the only organization offering an entire life cycle of
services to colleges in India.
Our clients love us. Institutions that have tied up with from
inception are yet with us and continue to give us more business.
Our business turnover has almost tripled each year since our
inception in 2007.
Were aiming to achieve complete process automation, become
a team of at least 200+ and have offices in every major city
covering the North, East, West and South by April 2010.

Need for Study

Every business needs growth and that it needs continuous efforts
and new ideas. For that the researcher has always been trying hard to
explore new ideas and ways to satisfy the customers need.
Management aspirants are also very intelligent now a days, they
know the market very well and because of that highly competitive
market they have more option to choose from. A student always looks
when it comes to take admission for their higher studies that
university is genuine or not?
What about placements records of institute?
Whats the quality of faculty their?, practical exposure and so on. In
our case also there is an intellectual group of students who know what
they are getting and at what cost. They are not bothered by the fee
structure of university but they are more concern for quality of
education that they will get in Bharti Vidyapeeth University

12

But Bharti Vidyapeeth University have the quality and the

best price in the education industry but what are lacking in is their
promotion strategy, as being at initial stage we are targeting students
from MADHYA PRADESH only. So my current task was to promote our
business, it could be in any way either through website or surveys or
campaign or road shows or presentations or some educational
programs or through some Email marketing concepts or by sending
mailers etc. these are so many
So to reach to the targeted customers we needed heavy
promotions and different packages. Our main targets were the
students form Jabalpur, Bhopal and Indore for our Post Graduate
Management Programme. And we have to fill the seats of 500
students for university, one more criterion we are having is that most
of targeted students are form technical background, (B.E. or B.Tech)
because our course structure is more suitable for engineering student.

Objectives of the Study

In Education industry there is full of strong and cut-throat competition

and it is very hard to convince student to take admission in Bharti
Vidyapeeth University. As now a days student have many
alternatives of a management courses.
Objective of study is as follows:
1. To identify the way of promotional strategy i.e. convince student
to attend seminars of BVU
13

2. To suggest the promotional strategies

3. Convince the student to take admission for PGM courses
4. Generate MBA aspirants database

Direct Marketing
History:
The term direct marketing is believed to have been first used
in 1967 in a speech by Lester Wunderman, who pioneered direct
marketing techniques with brands such as American Express and
Columbia Records.
The term junk mail, referring to unsolicited commercial ads
delivered via post office or directly deposited in consumers' mail
boxes, can be traced back to 1954.
The term spam, meaning "unsolicited commercial email", can be
traced back to March 31, 1993, although in its first few months it
14

merely referred to inadvertently posting a message so many times on

UseNet that the repetitions effectively drowned out the normal flow of
conversation.
Although Wunderman may have been the first to use the term
direct marketing, the practice of mail order selling (direct marketing
via mail) essentially began in the U.S. upon invention of the typewriter
in 1867.
The first modern mail-order catalog was produced by Aaron
Montgomery Ward in 1872.The Direct Mail Advertising Association,
predecessor of the present-day Direct Marketing Association, was first
established in 1917.Third class bulk mail postage rates were
established in 1928.
Direct marketing's history in Europe can be traced to the 15th
century. Upon Gutenberg's invention of movable type, the first trade
catalogs from printer-publishers appeared sometime around 1450.

SOME DEFINITIONS OF DIRECT MARKETING

Direct marketing is a sub-discipline and type of marketing. There
are two main definitional characteristics which distinguish it from
other types of marketing.
1) It attempts to send its messages directly to consumers, without the
use of intervening media. This involves commercial communication
(direct mail, e-mail, and telemarketing) with consumers or businesses,
usually unsolicited.

15

2) It is focused on driving a specific "call-to-action." This aspect of

direct marketing involves an emphasis on track able, measurable
positive (but not negative) 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 website, then the effort
is considered to be direct response advertising.

Direct marketing is a marketing process where companies

market to carefully targeted individual consumer with an appropriate
relevant and timely offer or message using one or more advertising
media to obtain an immediate and measurable response or
transaction. Direct marketers communicate directly with customers,
often on a one-to-one, interactive basis to build and cultivate long
lasting customer relationships. Direct marketing use detailed database
where they understand customers, demographics, attitudes,
preferences and purchasing behaviors. With this knowledge, they
tailor their marketing offers and communications to the needs of
narrowly defined segments or even individual buyers.

Direct marketing is also referred to as interactive marketing

or database marketing, because it is expected to be two-way
communication with the customer or prospect and it is database
driven, where the
database contains customer demographics,
attitudes, preferences and purchasing history& behavior.

Beyond brand and image building, direct marketers usually seek

a direct, immediate, and measurable customer response. With digital
advertising mediums and e-commerce websites, it is possible to
effectively track and measure customer responses, if the customer
looked at the offer, responded to the offer by seeking more
16

information, visited the marketers e-commerce website, or placed an

order etc.

Early direct marketing used catalogs, direct mailers and

telephone calls. They gathered customer names and sold goods
mainly by mails and telephone. Today, with the advance in database
and computer technology, direct marketers are using new marketing
media-the internet. Internet provides several mechanisms email, web
advertisements and affiliated websites to drive customers to
marketers website or stores for sales.

Benefits and drawbacks of Direct Marketing

-Benefits:
17

Direct marketing can bring many benefits to both buyer and

sellers, whether it is employed as a complete as a complete business
model (like in the case of Dell computers) or as a supplement to a
broader integrated marketing mix (like in the case of Hewlett-Packard
of Sony)
For buyers:
Direct marketing provides convenience, easy to use, and private
way of interacting with sellers.
Buyers from the comfort of their homes or office can browse mail
catalogs or company websites at any time of the day or night.
Direct marketing gives buyers ready access to a wealth of
product and information at home and around the globe.
It is immediate and interactive-buyers can interact with sellers
by phone, chat or emails or on the sellers website to create
exactly the configuration of information, product or services they
desire and then order them on the spot.
For sellers:
Direct marketing is a powerful tool for building customer relationships.
Using customer databases and insight into customer data, marketers
can target small groups or individual consumers, tailor offers for
individual needs, and promote these offers through personalized
communications.
Direct marketing can also be timed to reach prospects at just the right
moments. The internet is a great tool for direct marketing as it
provides interactivity, one-to-one communication, access to global
markets and measurability.
It is a low cost, efficient alternative for reaching to customers through
its lower costs of media, and reaching to customers over internet,
email and web sites.
It is attractive to many marketers, because in many cases its positive
effect (but not negative results) can be measured directly.

18

For example, if a marketer sends out one million solicitations by mail,

and ten thousand customers can be tracked as having responded to
the promotion, the marketer can say with some confidence that the
campaign led directly to the responses. The number of recipients who
are offended by the junk mail/spam, however, is not easily measured.
By contrast, measurement of other media must often be indirect, since
there is no direct response from a consumer. Measurement of results,
a fundamental element in successful direct marketing, is explored in
greater detail elsewhere in this article. Yet since the start of the
Internet-age the challenges of Chief Marketing Officers(CMOs) are
tracking direct marketing responses and measuring results.

-Drawbacks:
While many marketers like this form of marketing, some direct
marketing efforts using particular media have been criticized for
generating unwanted solicitations. For example, direct mail that is
irrelevant to the recipient is considered junk mail, and unwanted email
messages are considered spam. Some consumers are demanding an
end to direct marketing for privacy and environmental reasons, which
direct marketers, are able to provide by using "opt out" lists, variable
printing and more targeted mailing lists.

19

DIRECT MARKETING PROCESS DIAGRAM

The following diagram shows a typical direct marketing process:

Set marketing objectives

Identify target market(s)

Communicate the offer

Communicate the offer

Test response

Measure success and

evaluate

20

Explanation for the diagram:

1) SET MARKETING OBJECTIVES

In order to have successful permission marketing campaign you must
set predetermined benchmarks. In most cases, response rates will be
your benchmark. Traditional direct mail marketers recognize a
response rate of 2% as considered great. The advantage for
permission marketers is that opt-in email responses are generally
much higher. Industry averages incorporates results from between 48% response rates. In general 5% is considered good, and even 2% is
not a disaster.

2) IDENTIFY TARGET MARKETS

Permission marketers need to find a solid list of opt-in names that are
willing and ready to buy. Need to further identify your target audience
through testing many lists and categories as needed.
Merge customer lead sources
o Web based generation of leadsopt-in/opt-out marketing
o Contacts from trade shows, expos, seminars
o In house list of contacts e.g., contact list in CRM database
Create market segmentation
o Create target group of contacts for each marketing campaign
o Filter out the leads however you like, based on geographical,
demographical, behavioral and attitudinal data.
o Identify accurate need and want of each market segment based on selling
and cross selling opportunities.
o Set measurable goals for segment

21

3) MARKETING CAMPAIGN DESIGN

Streamline campaign design with multi-channel integration and multistep one-on-one dialogue capabilities.

Content development and management

Define campaign audience, message, channel and timing
Campaign testing
Reusable and quickly adjustable

4) COMMUNICATE THE OFFER

Effective permission marketers have to identify an effective offer
strategy to meet the target needs. In the initial transmission you
should create a strong call to action. Following your initial contact you
must nurture the relationship and interact with the prospect via
ongoing email. One goal might be to build community around your
site. this may be done through a free newsletter. the newsletter gives
you a vehicle to develop an ongoing dialogue, reinforce your product
or services value and develop an even stronger brand.
Create a multi-stage direct mail campaign(different direct mail pieces on
different dates)
Associate multiple stages to the campaign for example, a stage I might be
an initial post card offer and stage 2 a follow up letter depending on the
response
Product creative for association with each DM stage
Personalization of the creative
Response tracking and data capture

22

5) TEST RESPONSE
One of the unique advantages of permission marketing is the ability to
test under real market place condition your carious offers. Permission
marketers can test product feature, copy, price, various email list
categories and your audience is critical.
Execute or schedule the reviewed campaign
Generate merged DM pieces and labels
Notify employees responsible to perform mailing
Receive confirmation of physical execution of the mailing
Update customer information
Tracked responses from the first stage help profiling and segmenting the
contacts for the next campaign stage
Personalized campaign messages depending on the contacts response are
associated to the campaign stages
The stages can be executed/scheduled as and when required

6) MEASURE SUCCESS AND EVALUATE

By calculating the campaigns planned costs, you can calculate the
needed break-even response rate. By carefully analyzing past
campaigns, permission marketers can steadily rate. By carefully
analyzing past campaigns, permission marketers can steadily improve
their performance.
The ultimate value of a client is not revealed just by the clients
purchasing during a particular opt-in emailing. It is the profit made on
all the clients purchasing over the time, less the client acquisition and
maintenance costs.
Measure campaign performance
23

 Refine the next campaign performance based on figures from the earlier
campaigns
Measure the amount of sales generated by the customer over time
Measure increase in sales and efforts
Achieve greater operational efficiency by having all processes under one roof and
minimizing administrative costs.
Explanation of Direct Marketing Process Diagram with
Reference to my Job Role

1) Set marketing objectives: Our marketing objective is to make

our program i.e. (PGM & MBA) familiar to the students (Especially
from technical background like engineering) in Madhya Pradesh and
cater to their needs. We aim to target these people and make them
our customers.

2) Identify Target Markets: Our main prospects are engineering

students (B.E) or people from technical programme (B.Tech) since the
PGM, MBA course was designed to suit the needs of these people.
The targeted region was Indore, Bhopal, Jabalpur i.e. our target state
is Madhya Pradesh. After identifying the prospects, my job was to
convert these prospects into our customers.

3) Marketing Campaign Design: In this step, we would decide upon

the channels that we would use to market our products and to
communicate our offer to the prospects. The decisions regarding the
marketing campaign would be taken at the top level & we would act
upon them. Depending upon the geographical region, population of
the region we would select an appropriate channel.

4) Communicate the offer: After identifying the target students, the

next step would be to communicate the offer to these prospects. For
24

this, I would send the programme contents to these prospects through

e-mails and Telephonic conversation. I contacted the prospects
personally and explained them the advantage of the whole
programme, the tenure, the fee structure etc. All the queries of the
prospects would be cleared.

5) Test Response: To test the response of the prospects, I personally

gave a call to the people. These were the questions that the prospects
would normally ask me.

Telephonic conversation with MBA aspirants for Data Collection

1) Are you interested in pursuing PGDMP for the year 20092011?

Ans: Interpretation:
looking for?

If No --- calls end

If Yes---What type of specialization you are

Explain them in detail about course structure.

2) Many students ask, What is the difference between PGDM

and MBA?
Ans: First of all professionally there is no difference between postgraduation in business management [PGBM], post graduation diploma
in business management [PGDBM], and MBA degree.
25

There is a wide variety of nomenclature of degrees in management

education. There are mainly two categories - postgraduate diploma
and master's degree.
Postgraduate diplomas include Postgraduate Diploma in Business
Administration (PGDBA), Postgraduate Diploma in Management
(PGDM) and Postgraduate Diploma in Business Management
(PGDBM). Most of these diploma courses are having two-year
duration and graduation is the entry qualification.
Master's programmes include Master of Business Administration
(MBA), Master of Business Management (MBM), Master of
Business Studies (MBS), Master of Finance and Control (MFC) and
Master of Management Studies (MMS).
Technically an institute affiliated with a university gives an MBA
degree like FMS, JBIMS and autonomous institutes give diploma in
management [PGBM, PGDBM] like IIMS, IIFT, MDI XLRI etc.
3) If student is very much interested for pursuing PGDBM
he/she upfrontly ask you about fee structure.

4) What will my financial commitment be?

Ans: Your average financial commitment is likely to be as follows.
Course Fees to the University.
Distribution of
amount
Tuition fees
Personality
development charges
Refundable amount
Laptops

1st year

2nd year

205,000
5000

210,000

Uniform

2500

15,000
50,000

26

TOTAL

277,500

210,000

5) Is PGDM is approved by the AICTE?

Ans: The Post Graduate Diploma in Management (PGDM) is approved
by AICTE, Ministry of HRD, Government of India and awarded
equivalence to MBA degree by the Association of Indian Universities
(AIU). The course shall be run under the blanket guidance and
dispensation of All India Council of Technical Education (AICTE).

6) How Many seats are there in this course?

Ans: Inform them about number of seats.

7) What is eligibility Criteria?

Ans: A candidate is eligible for admission in PGDM Course if he/she
fulfills the following conditions:
A candidate who have the minimum qualification of Bachelors
Degree (with 50 % aggregate marks) recognized by association
of Indian Universities.

Prior work experience preferred.CAT/MAT/BVU-MAT/amplify CET.

The eligibility for admission shall be as per the notification of All

India Council for Technical Education (AICTE) from time to time.
27

 He/ She should bear a good moral character

He/ She must be in a good mental and physical health. Each
candidate before admission will have to undergo a medical
fitness examination and shall have to produce a medical fitness
certificate, as prescribed by the University.

8) Explain them upfrontly about the peculiarity of Bharati

Vidyapeeth University.
Ans: Collaboration with amplify mind ware for detail information
visit
www.amplifymind.com
IT +Business Management=dual benefits
SAP Business One (SAP B1) certificates.
SAP (R3) certificates.

9) What are the placements at BVU.

Ans: Bharati Vidyapeeth University has a record of 100 %

placement since its inception 2 years back.

28

Explain them about campus recruitment participants.

Reliance insurance
Siemens
Bharati Airtel
ESSAR
Standard Chartered Bank
IBM
ONGC
Idea cellular
Vodafone
DNA
Nirmal Bang
Tata Indicom
TCS
Cadburys India
Sony Ericsson
Infosys
ICICI Bank
GENPACT
UB Group
TATA Motors

29

Timken India ltd.

Angel Broking
Reliance communication
Shoppers stop
ICICI prudential
KOTAK reality fund
TATA AIG insurance
WIPRO
HDFC Bank

10) What is the average and median salary? What was the
highest salary? Are there international placements as well?
Ans: BVP follows a policy of 'One student-one offer'.
However, looking at the demand from corporate, multiple offers were
allowed for the lateral candidates for the first time this year. 15
offers were made for 6 lateral candidates, making it to 2.5 offers per
candidate,
who
opted
for
multiple
offers.
This year the North, South and West zones of India gave almost
equal number of job offers, re-establishing the nation-wide reputation
that BVP enjoys among recruiters.
11) What is the Admission Procedure?
ANS:-Direct
Admission,
contact
Our
Admission
Helpline
No. or visit to our Jabalpur office (M.P.) for more
information.
30

Ask them their Email ID, so that we can send all necessary
information related with university, course structure, fee structure,
admission process etc.
12) How is the infrastructure at BVU?
ANS:-The infrastructure is world-class and the details are available on
the website www.amplifymind.com . Students are encouraged to visit
campus to see the facilities for themselves and interact with the
students and faculty.
13) Are the faculty members from the industry or have an
academic background?
Ans: Faculty members are of international repute and have a
rich background both from industry and academic
Faculty is from amplifymind ware company, they are experienced
personality and having practical knowledge. What the modern
requirements are accordingly all courses are structured. Since its
inception amplifymind ware company have been developing a
training and development programmes for corporate like WIPRO, ITC,
TCS etc.

14) What is the teaching methodology followed by BVU?

Ans: A wide variety of teaching strategies are deployed to make the
classroom an
interesting place so that students are motivated to
attend the classes. Apart from delivering regular lectures, the
School intends to use modern methods of teaching, which include
case studies, seminars, presentations, work group assignments and
visits to the industry. The emphasis in teaching is more on selflearning rather than instruction oriented. The students would be
expected to undertake some industry-based projects in subjects of
their interest which will give them deeper insights in to the ground
realities of the business world. The course has been developed with
inputs from top management and in consultation with eminent
experts and practicing professional managers ensuring it to reflect
the contemporary corporate requirements.
31

15) What are the co-curricular activities that can be done by

a student?

Placement Committee Member

Alumni Relationship Committee Member

Students Affairs Committee Member

Media Committee Member

International Linkages Committee Member

Mess Committee Member

The Cultural Club

The Dramatics Club

The Marketing Club

The Finance Club

The Operations and IT Club

The Human Resource Club

The International Business Club

Sports

After testing the response of the prospects, I would get a clear

idea of the needs of the students and this also helped me in my
further calls. Those students, who showed interest in the offer, were
given two options:
1) To pay a DD of 1100 Rs/2) They were also directed to attend a seminar which was conducted
by Campus Yield in their cities. A GD/PI session was conducted for the
students and meritorious students were selected based on their
performance. Then on the spot loan facilities were provided to the
selected students and they also had to pay Rs 50,000/- in cash.
Further they were told to report to Bharati Vidyapeeth University,

32

Pune for further admission process. This way I would make customers
for Campus Yield.

6) Measure Success and Evaluate: After closing the deal, the

strategy for the next season would be made.

Channels
Some direct marketers also use media such as door hangers,
package inserts, magazines, newspapers, radio, television, email,
internet banner ads, digital campaigns, pay-per-click ads, billboards,
transit ads. And according to Ad Age, "In 2005, U.S. agencies
generated more revenue from marketing services (which include
direct marketing) than from traditional advertising and media."
Various channels for direct marketing are as follows:
1) Direct mail
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The most common form of direct marketing is direct mail, sometimes

called junk mail, used by advertisers who send paper mail to all postal
customers in an area or to all customers on a list. Any low-budget
medium that can be used to deliver a communication to a customer
can be employed in direct marketing. Probably the most commonly
used medium for direct marketing is mail, in which marketing
communications are sent to customers using the postal service. The
term direct mail is used in the direct marketing industry to refer to
communication deliveries by the Post Office, which may also be
referred to as "junk mail" or "ad mail" or "crap mail" and may involve
bulk mail.
Junk mail includes advertising circulars, catalogs, free trial CDs, preapproved
credit
card
applications,
and
other
unsolicited
merchandising invitations delivered by mail or to homes and
businesses, or delivered to consumers' mailboxes by delivery services
other than the Post Office. Bulk mailings are a particularly popular
method of promotion for businesses operating in the financial services,
home computer, and travel and tourism industries.
Advertisers often refine direct mail practices into targeted mailing, in
which mail is sent out following database analysis to select recipients
considered most likely to respond positively. For example a person
who has demonstrated an interest in golf may receive direct mail for
golf related products or perhaps for goods and services that are
appropriate for golfers. This use of database analysis is a type of
database marketing. The United States Postal Service calls this form of
mail "advertising mail" (ad mail for short).

2) Telemarketing
The second most common form of direct marketing is telemarketing,
in which marketers contact consumers by phone. The unpopularity of
cold call telemarketing (in which the consumer does not expect or
invite the sales call) has led some US states and the US federal
government to create "no-call lists" and legislation including heavy
fines.
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This process may be outsourced to specialist call centers.

3) Email Marketing
Email Marketing may have passed telemarketing in frequency at this
point, and is a third type of direct marketing. A major concern is spam,
which actually predates legitimate email marketing. As a result of the
proliferation of mass spamming, ISPs and email service providers have
developed increasingly effective E-Mail Filtering programs. These
filters can interfere with the delivery of email marketing campaigns,
even if the person has subscribed to receive them, as legitimate email
marketing can possess the same hallmarks as spam.
4) Door to Door Leaflet Marketing
Leaflet Distribution services are used extensively by the fast food
industries, and many other business focusing on a local catchment
Business to consumer business model, similar to direct mail
marketing, this method is targeted purely by area, and costs a fraction
of the amount of a mail shot due to not having to purchase stamps,
envelopes or having to buy address lists and the names of home
occupants.

5) Broadcast faxing
A fourth type of direct marketing, broadcast faxing, is now less
common than the other forms. This is partly due to laws in the United
States and elsewhere which make it illegal.

6) Voicemail Marketing
It has emerged out of the market prevalence of personal voice
mailboxes, and business voicemail systems. Due to the ubiquity of
email marketing, and the expense of direct mail and telemarketing,
35

voicemail marketing presented a cost effective means by which to

reach people with the warmth of a human voice.
Abuse of consumer marketing applications of voicemail marketing
resulted in an abundance of "voice-spam", and prompted many
jurisdictions to pass laws regulating consumer voicemail marketing.
More recently, businesses have utilized guided voicemail (an
application where pre-recorded voicemails are guided by live callers)
to accomplish personalized business-to-business marketing formerly
reserved for telemarketing. Because guided voicemail is used to
contact only businesses, it is exempt from Do Not Call regulations in
place for other forms of voicemail marketing.

7) Couponing
Couponing is used in print media to elicit a response from the reader.
An example is a coupon which the reader cuts out and presents to a
super-store check-out counter to avail of a discount. Coupons in
newspapers and magazines cannot be considered direct marketing,
since the marketer incurs the cost of supporting a third-party medium
(the newspaper or magazine); direct marketing aims to circumvent
that balance, paring the costs down to solely delivering their
unsolicited sales message to the consumer, without supporting the
newspaper that the consumer seeks and welcomes.

8) Direct response television marketing

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Direct marketing on TV (commonly referred to as DRTV) has two basic

forms: long form (usually half-hour or hour-long segments that explain
a product in detail and are commonly referred to as infomercials) and
short form which refers to typical 0:30 second or 0:60 second
commercials that ask viewers for an immediate response (typically to
call a phone number on screen or go to a website).
TV-response marketingi.e. infomercialscan be considered a form of
direct marketing, since responses are in the form of calls to telephone
numbers given on-air. These both allow marketers to reasonably
conclude that the calls are due to a particular campaign, and allow the
marketers to obtain customers' phone numbers as targets for
telemarketing.

9) Direct selling
Direct selling is the sale of products by face-to-face contact with the
customer, either by having salespeople approach potential customers
in person, or through indirect means such as Tupperware parties.

10) Integrated Campaigns

For many marketers, a comprehensive direct marketing campaign
employs a mix of channels. It is not unusual for a large campaign to
combine direct mail, telemarketing, radio and broadcast TV, as well as
online channels such as email, search marketing, social networking
and video. In a report conducted by the Direct Marketing Association,
it was found that 57% of the campaigns studied were employing
integrated strategies. Of those, almost half (47%) launched with a
direct mail campaign, typically followed by e-mail and then
telemarketing.

37

The Channels that I used are as follows:

Channels are the means to market our products and make it available
to the customers.
All these promotional programs were held in the month of May & June.

Direct mails: I would send the copies of the brochure to the

prospects in cities like Jabalpur, Indore at their postal address.
e-mails: I would mail the brochure for PGDM & MBA courses of Bharti
Vidyapeeth University to the prospects. The brochure had all the
details of the entire course which included the course contents, fee
structure, information regarding the faculty etc.
Telemarketing: In this I would personally call the prospects try to
know if they are interested in the course. If the answer is positive,
then I would explain to them the entire program structure and all the
related information. I would also clear up their doubts if they had any.
Answers to their entire query were given.
In case of negative response I would first try to convince them & also
follow them up for some days. In this situation, I would also ask them if
any of their friends or relatives are interested in pursuing PGDM &
MBA.
Seminars: Seminars were held in select cities like Jabalpur, Indore.
We held seminars to make the students familiar with the programs
that BVU provided and all the procedures regarding the admissions
were given to them.
Lead Generation: In this method, I would search for fresher
engineers on job portals like naukri.com & timesjob.com and then I
would contact these people and offer them to take admissions for
management programs. I would also ask to them if they have any of
their friends from this line and then also contact them for the
admissions to the programs conducted by Bharti Vidyapeeth
University, Pune.
38

This way, I would make an offer to the prospects and see if they are
interested in the offer. Then I would give them all the relevant data
with respect to the course and the admission procedure and try to
make them our customers by convincing them.
These are the channels through which I would make an offer to the
customers with regards to the admissions in management studies.

Database marketing

Database marketing is a form of direct marketing using

databases of customers or potential customers to generate
personalized communications in order to promote a product or service
for marketing purposes. The method of communication can be any
addressable medium, as in direct marketing.
The distinction between direct and database marketing stems
primarily from the attention paid to the analysis of data. Database
marketing emphasizes the use of statistical techniques to develop
models of customer behavior, which are then used to select customers
for communications. As a consequence, database marketers also tend
to be heavy users of data warehouses, because having a greater
amount of data about customers increases the likelihood that a more
accurate model can be built.
The "database" usually comprises:
Name
Address
Transaction history details from internal sales or delivery
systems
Typical sources of compiled lists are charity donation forms,
application forms for any free product or contest, product warranty
cards, subscription forms, and credit application forms.

39

The communications generated by database marketing may be

described as junk mail or spam, if it is unwanted by the addressee.
Direct and database marketing organizations, on the other hand,
argue that a targeted letter or e-mail to a customer, who wants to be
contacted about offerings that may interest the customer, benefits
both the customer and the marketer.
Some countries and some organizations insist that individuals are able
to prevent entry to or delete their name and address details from
database marketing lists.

Sources of data
Although organizations of any size can employ database marketing, it
is particularly well-suited to companies with large numbers of
customers. This is because a large population provides greater
opportunity to find segments of customers or prospects that can be
communicated with in a customized manner. In smaller (and more
homogeneous) databases, it will be difficult to justify on economic
terms the investment required to differentiate messages.
As a result, database marketing has flourished in sectors, such as
financial services, telecommunications, and retail, all of which have
the ability to generate significant amounts transaction data for
millions of customers.
Database marketing applications can be divided logically between
those marketing programs that reach existing customers and those
that are aimed at prospective customers.
Consumer data
Business data
1) Consumer data

40

In general, database marketers seek to have as much data available

about customers and prospects as possible.
For marketing to existing customers, more sophisticated marketers
often build elaborate databases of customer information. These may
include a variety of data, including name and address, history of
shopping and purchases, demographics, and the history of past
communications to and from customers. For larger companies with
millions of customers, such data warehouses can often be multiple
terabytes in size.
Marketing to prospects relies extensively on third-party sources of
data. In most developed countries, there are a number of providers of
such data. Such data is usually restricted to name, address, and
telephone, along with demographics, some supplied by consumers,
and others inferred by the data compiler. Companies may also acquire
prospect data directly through the use of sweepstakes, contests, online registrations, and other lead generation activities.
2) Business data
For many business-to-business (B2B) company marketers, the
number of
customers and prospects will be smaller than
that of comparable business-to-consumer (B2C) companies.
Also, their relationships with customers will often rely on
intermediaries, such as salespeople, agents, and dealers and
the number of transactions per customer may be small.
As a result, business-to-business marketers may not have as
much data at their disposal as business-to-consumer marketer
are accustomed.
One other complication is that B2B marketers in targeting
teams or "accounts" and not individuals may produce many
contacts from a single organization. Determining which
contact to communicate with through direct marketing may
be difficult.

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 On the other hand it is the database for business-to-business

marketers which often include data on the business activity
about the respective client. These data become critical to
segment markets or define target audiences, e.g. purchases
of software license renewals by telecom companies could help
identify which technologist is in charge of software
installations vs. software procurement, etc.
Customers in Business-to-Business environments often tend to
be loyal since they need after-sales-service for their products
and appreciate information on product upgrades and service
offerings. This loyalty can be tracked by a database.
Sources of customer data often come from the sales force
employed by the company and from the service engineers.
Increasingly, online interactions with customers are providing
B2B marketers with a lower cost source of customer
information.
For prospect data, businesses can purchase data from
compilers of business data, as well as gather information from
their direct sales efforts, on-line sites, and specialty
publications

Explanation of database marketing with respect to my Job

Role
Campus Yield is in recruitment, training & development for
corporate people and outsourcing admission procedures of various
institutes in Madhya Pradesh.
They had the database of all the people whom they had
approached in past with respect to the recruitment process. All the
information was maintained in the excel sheet where they had a
separate column of all the people who were interested in pursuing
MBA/PGDM course.
This data would help me in making calls to all the MBA aspirants.
42

So in this way we maintained a database of all the people whom we

approached.
We also collected data from various job portals and MBA
coaching classes like TIME, Career Forum & Career Launcher.
Some data regarding number of engineering students was
also collected from various engineering institutes in Madhya Pradesh.
We would also get their phone numbers and then we would contact
them.

Limitations of the marketing campaign are as follows

It was not an easy task to convince the prospects on phone
and hence we were not able to make as many customers as
we would have liked and so we were not able to perform up
to our expectations.
Also there was no co-ordination between the subordinates
and the superiors. The superiors wouldnt entertain the

43

subordinates when it comes to listening to their ideas with

respect to the promotional strategies.
Also Bharti Vidyapeeth University did not have an office of
their own in Madhya Pradesh. All the information with
regards to the admission procedure was available with
Campus Yield. But the students would prefer contacting the
university rather than us.
Also Campus Yield didnt have enough staff and
infrastructure for conducting GD/PI.
Some calls came from students belonging to other states
like Gujarat, Delhi. But they didnt have proper
infrastructure to conduct GD/PI in these states and hence
would lose on a customer.
It was difficult for us to communicate our offer to the
prospects in Madhya
Pradesh by sitting in Mumbai
Office.
Also the campaign was started late i.e. in the month of
May, June. Also since this management program was meant
for engineers, but during this time the engineering students
had their exams going on. Hence most of the students
didnt show any interest in the program.

Recommendations & Conclusion

Campus Yield should hire more efficient & experienced
people for admissions process.
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 There should be co-ordination between people at Jabalpur

Office and Mumbai Office for better functioning.
For lead generation, Campus Yield should contact MBA
entrance coaching classes rather than going for job portals
like naukri.com & timesjobs.com.
Proper research was not conducted before approaching the
students.
Also in some cases, there was too much of follow up from
campus yield and this made the students a bit irritating.
Also, it sends a negative message to the students about the
credibility of the program.
They should improve their infrastructure facilities so that
they could GD/PIs properly in all target states. This would
help them in making new customers.
The campaign should have started much before & GD/PI
should be conducted in the month of November when the
students are a little free. This would help in making the
campaign more successful and also the program.

Bibliography
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http://www.google.co.in/
http://www.campusyield.com/

www.amplifymind.com

www.bvu.com

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