DIRECT MARKETING PLAN ON

A BOOKSTORE

Introduction
Parchment is a chain of bookstores established 7
years ago in Mumbai and now we have our
branches all across the metropolitan cities of India.
We have reinvented ourselves at every step of the
way so that we can serve our customers in the best
possible way.
We have tried to bridge the gap between being just
a bookstore and just having a online presence.
We have tried to make buying books a pleasurable
and enjoyable experience.
Assumptions

Parchment is a Franchise model of bookshop.
We are based in metropolitan cities (Mumbai, Delhi, Kolkata,
Chennai, Hyderabad and Bangalore).
In Mumbai, were located in:
1) Bandra
2) Juhu
3) Kandivali
4) Lower Parel
5) South Bombay
We havent set up our stores inside mall locations or particularly
busy streets which attracts a different kind of crowd.
Our store also comprises of a small in-house Caf, operated and
managed by us and not outsourced to somebody else.

Customer Segmentation




Our target audience would be people, who are Avid
readers, book lovers and for people who like to read
different genres of books.

We would also target students, who indulge into
research for educational purposes.

We would also target children to encourage in them
the habit of reading.

Demographics
Age : 7years and above
Sex : Not applicable
Income : Rs.50,000 per month
Occupation : Not applicable
Education : Not applicable
Middle class, upper middle class and upper
class

Psychographics
Avid readers and book lovers.

People who are into reading for the pleasure of it

VALS :

Innovators
Achievers
Believers
Experiencers
Actualisers

Product type
Large variety of books with over 3 million titles, ranging from
fiction, crime, biographical, leadership, self-help, etc.

Worldwide collection of authors

Warm interiors with seating a semi-library feel that encourages
patrons to spend time browsing over their potential purchases.

Adjoining caf to let customers and walk-ins alike, spend some
time.

Extensive and exhaustive Digital library

Delivery service for books (online-aided). Time of delivery
depends on type of book requested. (pop-fiction books available
via speedy delivery)




Renting Facilities, barring books that are rare or
very recently launched available for members
only. (Rs. 399/month 4 books)

E-books available for purchase for over 500,000
titles.

A mobile app compatible with Android and iOs
that lets members access services like book
purchase and pick-up requests, in addition to
managing their account.

App also includes an in-built barcode reader to
let people access book information and make
requests more easily.





USP
Our store is about the experience of reading, a
one-way destination for all things book readers.

Our franchise has something that all other
market players lack
- Facilities to spend some browsing-time in the
store
- Extensive online presence with exhaustive
selection of books available online
- Renting facilities
IMC

We will be using 60% of our integrated
marketing communication budget in direct
marketing for our bookstore Parchment.

The remaining 40% of our IMC budget
will be used in outdoor advertising, transit,
online and print advertising.
DM tools

Direct mailers
Twitter page
Facebook page
Web page
Book marks
Mobile Application
Facebook and Twitter page will have frequent contests
Reading sessions for kids to inculcate reading habit at a
young age
Positioning
We are going to focus on bringing reading back into
vogue.

Renting Facilities will be provided by us, which will also
attract a lot of students and other sections. This facility is
not provided by many bookstores.

We will make ourselves more accessible to our
customers through our online presence and app.

Our key strategy is to occupy the market vacuum.

One-stop destination for everything bookish.

Database management
Membership records of similar stores

Records of people who send in online book-
orders for books, especially pre-booking orders

Data vendors

Social media/online form records wherein
reading is listed as a hobby/interest of people

Form records of people who join online book
and discussion forums (goodreads, etc.)
Customer Relationship
Management

Our CRM program is called Books & Beyond.

For every purchase of Rs.100, 4 points will be added to their cards
which they can redeem later at their convenience (@Re.1/point)


Exhibitions and book-fair previews for members.

Author-signed copies when available will be made accessible to
most loyal members.

There will be certain contests on the app. Customers who win will
get special discount codes.

Sheaf ( silver)

This will be equivalent to our silver members.

Members who accumulate 100 points can redeem it for a
silver membership

They will get personal messages about new arrivals and
special discounts on birthdays and anniversaries.

They will also get discounted delivery of books that they
purchase or order.

5% discount on purchase at sale times



Tom (gold)

This will be the equivalent of gold members.

Members who accumulate 400 points can redeem it
for a gold membership

They will get exclusive rights Book Lover Meet (special
get together for book lovers)

Priority Delivery.

Free Shipment

5% discount consistently and 10% during sales


Project By:

Nidhi Mehta 53001118028
Sharanya Narayanan 53001118038
Ashna Shah 53001118046
Vismay Trivedi 53001118069