Product packaging and promotion; National Institute of Information Technology Limited, Bombay

Abstract

NIIT is in the early stage of international marketing of software products. The purpose of this project was to recommend a promotion strategy by direct mail, and research the existing material for the possible options for packaging and suggest an ideal mix. The project involved interviewing product managers, printer and packers, view the existing products in the market and a literature survey. Direct mail advertising is using the letterbox to tell the right people about the right goods at the right time in the right way. Letter is the most important tool for this. But letter can seldom telI full story. Other sales aids are leaflets, folders, brochures, blotters, broadsheets, mailing card, reply devices, etc. Of these letters, leaf lets and brochures are most frequently used for product promotion. The success of a promotional literature depends on its contents, which could be evaluated against the yardstick of attention, interest, desire and action.