Financial Daily from THE HINDU group of publications
Tuesday, Sep 09, 2003
Financial Daily from THE HINDU group of publications Tuesday, Sep 09, 2003 |
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Marketing
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Strategy Theory M to handle HLL's multi-level marketing project Purvita Chatterjee
Mumbai , Sept. 8 THEORY M, the Mumbai-based `interactive marketing' services company, has bagged HLL's multi-level marketing project - Lever Network. Theory M is expected to handle the CRM (customer relationship management), DM (direct marketing), mass media creatives and internal training programmes for the FMCG major's multilevel marketing initiative. Speaking to Business Line, Mr T.V. Shivkumar, Chief Executive Officer, Theory M, said, "We have signed on Lever Network for handling its marketing and communication processes. Apart from tabulating and analysing data for the client, we will roll out programmes for its dealers and be in charge of its creative advertising." With a new baseline -`Your Partner in Success' for Lever Network, Theory M, in the past, has also been handling HLL's dial-in shopping brand - Sangam Direct. Besides it has also implemented the loyalty programmes for HLL's Lakme Beauty Salons. Without disclosing the ad budgets involved in the development of these projects, Mr Shivkumar says, "Our job is to develop strategy based on data analysis. More than describing ourselves as a one-to-one marketing services company we are in the business of interactive marketing for our clients." Mr Shivkumar said that compared with other communication companies, Theory M aims to develop programmes and marketing solutions that are media neutral, measurable, trackable and, most importantly, result oriented. "Using cutting-edge creatives, the latest database technologies, statistical modelling, techniques and measurement metrics, we develop customer-centric programmes," he added. Offering services in the area of mass media, direct mail, direct response advertising, personal selling, field promotions personalised Web sites and Internet chats, the Rs 15-crore agency is the sole agency servicing HLL's Sangam Direct.
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