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Published by: Datamonitor
Published: Jul. 1, 2001 - 129 Pages
Table of Contents
EXECUTIVE SUMMARY
1.1 Introduction
1.2 Market context
1.3 Customer focus
1.4 Competitor dynamics
1.5 The future decoded
1.6 Action points
CHAPTER 1 INTRODUCTION
1.1 What is this report about?
1.2 Who is the target reader?
1.3 How to use this report
CHAPTER 2 MARKET CONTEXT
2.1 Introduction
2.2 Key findings
2.3 Market dynamics
Overview of direct marketing expenditure
2.4 Key market drivers
Pull factors
Push factors
2.5 Overview of relationship building techniques
Personalized direct mail
Direct Response advertising
Telemarketing
Couponing
Sampling
Event marketing
Customer clubs
Product personalization
Service and experience creation
Partnership marketing
2.6 Direct marketing overview by country
France
Germany
Italy
Netherlands
Spain
Sweden
United Kingdom
United States
2.7 Conclusions
CHAPTER 3 CUSTOMER FOCUS
3.1 Introduction
3.2 Key findings
3.3 Targeting Children
Case Study: Taksi Jungle
3.4 Targeting teenagers
Case study: E-game
3.5 Targeting women
3.6 Conclusions
CHAPTER 4 COMPETITOR DYNAMICS
4.1 Introduction
4.2 Key findings
4.3 Direct mail
Case study: Ardbeg single malt
Case study: The Macallan
4.4 Point of Sale promotions
Case study: Amstel (Netherlands)
4.5 Couponing
Case study: John Smith’s “Gift to the Working Man” (UK)
Case study: Blue Band (Netherlands)
4.6 Direct response - Interactive TV
Cadbury’s TimeOut
Sharwood’s
4.7 Customer clubs
Case study: Maggi customer club
Case study: Club Carling
Case study: Heinz at Home
4.8 Sampling
Case study: Nivea
4.9 Event marketing
Case study: Red Bull
Case study: Friskies
Case study: Olivio
Case study: Old El Paso
Telemarketing
4.10 Product personalization
Case study: Mycereal.com
4.11 Selling direct
Case study: Café Cadbury
4.12 Services
Lynx hair salons
Case Study: Myhome
4.13 Conclusions
CHAPTER 5 THE FUTURE DECODED
5.1 Introduction
5.2 Key findings
5.3 Survey results
New opportunities from new platforms
Focusing on effectiveness
Feedback channels
Using consumer data effectively
Media channel importance
Selling direct
Data collection outsourcing
Data exchange
Evaluating campaigns
5.4 Conclusions
CHAPTER 6 ACTION POINTS
6.1 Introduction
6.2 Key findings
6.3 Creating a brand experience
6.4 Moving to a consumer centric model will be the key to gaining competitive
advantage
6.5 Manufacturers must identify how best to deliver value to consumers by
quantifying the value they attach to brands
CHAPTER 7 APPENDIX
7.1 Definitions
7.2 Research methodology
Datamonitor quantitative research methodology
Industry opinion survey methodology
7.3 Future readings
7.4 Relevant links
7.5 SPP contacts
7.6 How to contact experts in your industry
Index
LIST OF TABLES
Table 1: Direct marketing expenditure (US$m), 1995-2000
Table 2: Direct mail expenditure (US$m), 1995-2000
Table 3: Telemarketing services expenditure (US$m), 1995-2000
Table 4: Average growth projections in direct marketing budgets, 2000-01
Table 5: Europe, advertising expenditure by channel (US$bn), 1995-2001
Table 6: US, advertising expenditure by channel (US$bn), 1995-2001
Table 7: Private label share and sales in US food and drink, 1995-1999
Table 8: US call centers, 2000-2005
Table 9: UK, leading telemarketing agencies (£m), 1999-2000
Table 10: UK, market shares of leading telemarketing agencies
Table 11: UK, leading store magazines (Jul-Dec 2000)
Table 12: Lynx, share of UK male toiletries (% value), 1998-99
LIST OF FIGURES
Figure 1: Direct marketing expenditure growth, 1995-2000
Figure 2: The growth of below-the-line marketing
Figure 3: European advertising expenditure by channel, 1995-2001
Figure 4: US advertising expenditure by channel, 1995-2001
Figure 5: Private label penetration in Europe 1999
Figure 6: Relationship market techniques overview
Figure 7: Jigsaw Consortium SWOT analysis
Figure 8: The Mulino Bianco recipe club site
Figure 9: Principle direct marketing techniques used in Spain
Figure 10: UK, reasons for reallocating advertising resources from above to
below-the-line, 1999
Figure 11: UK, influences on choice of media, 1999
Figure 12: Ability of direct mail to achieve specific functions
Figure 13: The direct marketing matrix
Figure 14: Advergames from E-game
Figure 15: Summary of media advertising for young consumers at present
Figure 16: The Macallan DM campaign
Figure 17: Cadbury’s TimeOut’s sponsorship of Two Way TV
Figure 18: The Maggi.de Web site provides an online channel to complement the
Maggi Cooking Club
Figure 19: Red Bull - unique targeting
Figure 20: Benecol careline
Figure 21: Lynx hair salons
Figure 22: Lynx hair salons, SWOT analysis
Figure 23: Potential of new technological platforms for targeted advertising
Figure 24: Effectiveness of direct marketing techniques
Figure 25: Feedback channels for manufacturers
Figure 26: Uses for consumer data gathered through direct marketing
Figure 27: Importance of media channels
Figure 28: Importance as sales channel for manufacturers
Figure 29: Data collection outsourcing
Figure 30: Data exchange or sale with external parties
Figure 31: Campaign evaluation methods
Figure 32: Datamonitor’s research methodology
AbstractThe report examines how food, drink and personal care manufacturers are increasingly turning to direct communication. It categorises each of the direct marketing tools available, how major players are using them, and to what benefit. Covering best practice, campaign results and in-depth analysis across Europe and America Building Valuable Customer Relationships Offline details how to build depth and CRM into the marketing mix.
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