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.