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					             UNIVERSAL POSTAL UNION

             INTERNATIONAL BUREAU




DIRECT MAIL MARKET DEVELOPMENT WORKSHOP


Venue: New Delhi, India
Date:     1 to 3 February 2006
Host:     India Post


One of the primary aims of the New Delhi workshop was to increase cooperation and
communication between postal administrations of member countries and their Direct Mail
Marketing industry partners. Through a stronger, more defined, working relationship, structures
can be established which will encourage the development of the market.

The programme of the workshop was specifically designed to address the particular needs of the
postal administrations and industry in the region with regard to the Direct Mail market, taking
into account their economic situation, and current and potential customers.

There was a high level of interest in the workshop, which was very well attended with over 60
participants, included high ranking professionals from the Government of India and from India
Post, both domestic and international industry professionals, and delegates from postal
administrations of countries around the world (complete list of participants in section IV). We
were honoured to receive both the Minister for Communications and Technology and the Minister
of State for Communications and Technology at the opening and closing ceremonies, respectively.



I.      Programme

Day 1
Wednesday 1 February 2006

1.      Direct Mail overview, definition and value chain
2.      Quality of service for Direct Mail
3.      Direct Mail in India: State of industry (panel)
4.      Benchmarking: Direct Mail experiences in Brazil


Day 2
Thursday 2 February 2006

1.      Opportunity for Direct Mail in India
2.      Situation analysis: Defining the current situation, market opportunities and the vision for
        Direct Mail in India and the region (group work)
3.      Direct Mail creative
4.      The Mail Moment




DDM
Bk/Fe
24.02.2006
                                                     2


5.     Vision
6.     Stakeholder analysis: Stakeholders’ needs, expectations and contributions toward growth
       (group work)


Day 3
Friday 3 February 2006

1.     Development, maintenance and use of lists and databases
2.     Integrated Marketing Communications
3.     Action Plan (group work)




II.    Outcomes

1.     Vision

        “India is to be a global leader in Direct Mail, offering innovative, technologically-driven,
                       responsible, customer-focused communications solutions through
                                    partnerships among stakeholders”

2.     Action Plan

–      India Post to create a structured self-sustaining Direct Mail forum at all levels for regular
       interactions with all stakeholders across the mail supply chain (to include users).
–      Industry, in concert with associations such as DMA, to promote the power of Direct Mail,
       develop case studies, and share and disseminate information.
–      India Post to create an address database which is globally compatible, easily accessible,
       with demographic pointers. This will include address hygiene functions.
–      India Post to develop a DM addressed product. In the first phase this will be an addressed
       product which will leverage existing products. In the second phase a new addressed product
       will be developed in collaboration with the industry encompassing a cost-effective response
       mechanism.
–      India Post to create a Direct Mail business Unit to encompass operational processing,
       marketing, sales and support functions.
–      Industry to attempt to increase share of Direct Mail in their direct marketing product
       portfolio.
–      Research to be conducted.
–      Guidelines and standards to be prepared by India Post in consultation with stakeholders.


Participants from other postal administrations were encouraged to take advantage of their
experience in this workshop and conduct, in their own countries, the analysis of the situation and
stakeholders and to prepare their own action plans.



III.   Follow-up

A follow-up to the workshop is already planned, and will be carried out by both India Post and the
DMAB. A “DM Forum”, created by India Post and the stakeholders, (see the Action Plan) will
accompany the implementation of the Action Plan.
                                                3


India Post will give a presentation on the workshop and the initial implementation of the Action
Plan at the DMAB Forum on 28 March 2006.



IV.   Participants

Moderators
Ron Jacobs
Pritha Mehra (USPS)

Postal administrations:
Botswana
Brazil
Japan
Nigeria
Saudi Arabia
Spain
Tanzania

India Post
Business Development Directorate
Postal Directorate
AP Circle
Chhattisgarh Circle
Delhi Circle
Gujarat
Karnataka
Kerala
Madhya Pradesh
Mahrashtra
Punjab
Rajasthan
Tamil Nadu
Uttar Pradesh
Uttaranchal
West Bengal

Industry/stakeholders
Amtrex International
Citi Bank, Citi Group
Citi Financial Consumer Finance India Ltd.
Direm Marketing Services (Mumbai) Pvt. Ltd.
EMC Data Storage Systems India (P) Ltd.
GE Caps
Innovative Print and Mail Solutions
Madras Security Printers
Mega Calbre Ent. (P) Ltd.
MLA List Management
Pitney Bowes
Print House
Solutions Integrated Marketing Services Pvt. Ltd.
Spice Telecom
Srinidhi Secure Print P Ltd.
Thomson Press (I) Ltd.
Wunderman India Pvt. Ltd.

				
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