1. Lifestyle Marketing Company Group 8 Maggie Mai Upkar Sumair Tomo Peter Sanil Shashwat

2. Task 1

3. As per the data we see that there is a seasonal trend of increased sales during Christmas & Easter Comparing to last year there is a significant increases in sales however if we look at the last 4 months there is a decreases in Pull. Thus there may be potential problem which requires further enquiry A) Is Martina’s concern regarding a drop in sales justified?

4. Sales Comparison X-MAS/ New Year X-MAS/ New Year

5. Email-Sales Behavior

6. Overall there is a decreases in the pull, however we also see that this is mainly because of Re-emailing . Another thing we notice is that there is a decrease in both the pull of re – emailing as well as mailing to Vanessa’s list Is Sally Mayer justifiably worried about the drop in pull (the number of leads per thousandemails)?

7. PULL ANALYSIS

8. What has been the impact of the increased emailing to Vanessa subscribers and increasedre‐emailing? The impact of the increased emailing to Vanessa Subscribers is fluctuating, but if look closely we see an overall downward trend in the last few months . The Re- Emailing has increased the sales infact the responses have been greater than those from Vanessa specially during the last 4 months however this trend too is downwards. It is a cost effective method for sales generation.

9. The long term prospective is looking good for the company as the sale trend is positive , the company should however should take into consideration the following for better prospects. How do you view the company’s prospects? Can you offer any advice?

10. Advice Decrease the dependency on Vanessa Looking for alternative data bases sources Re- Emailing should be looked from a long term prospective Focus on Customer Relationship Management As the business is Seasonal we need to focus on Season sale special emphasis to retailers and increased mailing lists during this time Should focus on Non Season, by means for Sales and other promotions Should study competitors Enhance the efficiency of re emailing Focus on Non Vanessa subscribers to increases the pull factor

11. TASK 2

13. Customers Existing Customers New data ( Magazines etc ) Web Site Registered Members Existing List Potential Retailers

15. Cost Effectiveness is Good (Because we are using emails, telephonic & online questionnaire in addition to this we have clustered the face to face interviews geographically) Quality of Data – should be good because we are collecting primary information and the Questionnaire will be short so it is non intrusive. Cost Effectiveness & Quality of data

16. Questionnaire design needs to be a compromise adequate data and yet not being too long Telephonic interview is time consuming Response rate for web questionnaire Interviewer bias - for telephonic and face to face interview Segregation of data on the open ended qualitative questions. Potential problems we see

17. Thank you

18. Can ask do they like re emailing Study on Venessa customers Online form Looking for alternative leads sources , long term risk in depending on Venessa. Re emailing is a double edge sword Effect of remaining Task 2