Notes: MARKETING

MARKETTING

Types of frequently (daily) sent-out Letters:

{First-time "Introduction-Letter"} offering our Services (encl: Profile/Terms)
{First-time "Intro-letter"} offering

our services
specific bio-data (enclosed)
against one of the recent {Advt} of the Company.

{First-time "Intro-letter"} enclosing a given {bio-data} (not against any {specific advt.}) but based on our knowledge of the company's businesses {and} our belief of the suitability of the particular {Candidate}.
{REPEAT-LETTERS (NO INTRODUCTION)}

with {Specific bio-data} (against {Advt})
with {non-specific bio-data} ({Situation 3 above})

Once our new Software starts functioning {smoothly}, we have to step-up this activity so that daily some {20/25 letters/bio-datas} get {despatched}.

As far as {Letter Type \# 1} is concerned, we may even {SCREEN-PRINT} {10,000 copies} and carry-out {MASS-Mailing}. To those who respond, we should send {PROFILE/TERMS}.

What is of greater {concern/usefulness} is the {Letter Type \# 2}. A {Co.} has {advertised}. By sending them a {VERY APPROPRIATE bio-data}, we are sending them a message that they {need not have advertised - without using that language}. It has to be {subtle}. {NO} one likes to be told that he has {WASTED a lakh of rupees!}

we are trying to make the person aware that {next-time} he need not {advertise}.

How will this {work?}

SCENARIO NO. 1

{Marketing Manager} (for sometime {HCP/NHP}) {scans} the {Computer-Screen} to see the {ADVTS} from {yesterday's newspapers/magazines} which have been {entered} in the {memory/file} by the {Operator}.
Whichever, he thinks are {worth responding-to}, he {transfers} into {SEARCH-MODE} ({treating it as an Executive Search Request}).
He {sees} the {ONE-LINE bio-datas} of {Computer-short-listed candidates} on the {screen}.
He {picks} ({by mouse-click}) one {specific bio-data} which he considers {MOST-APPROPRIATE}.
He also gives {"commands"} to {connect-up}

{this specific bio-data} with
{the specific Advt/client company} with
{Letter Type \# 2}.
{\& Says "PRINT".}

The Computer automatically {prints out Letter Type 2 \& the bio-data despatches}.
At the end of the day, {MM (Marketing-Manager) signs} all the {letters \& despatches}.
As soon as {"PRINT" command} is given, {Computer automatically up-dates}

{Candidate file}
{Client file}
{Date wise despatch-record file}

{To Alc file for Payment to courier.}
{Verify "Thru Courier" File}
{Thru normal Post}
{Proof of Delivery (POD) Entry by operator.}

In {Case Computer advises MM}, {"BIO NOT converted"}, {MM, thru e-mail, transfers "BIO CONVERSION REQUEST"} to {the EDP Manager} - who {assigns job-priorities on a daily basis (every morning or previous evening) to each}

{and every Computer Operator - again thru e-Mail on his own monitor/computer.}

Each {Computer Operator} opens his/her {E-Mail box first thing every morning} ({after logging-in his password}) and {looks-up his "DAY'S PRIORITIES", which may read like:}

Good Morning {Tony:}

Your priorities for today ({24/3/94}) are as follows:

Job/Task	Completion Remarks
{Bio-data Conversion}
{3469486}
{398465}
{423695}
{Level 6 Entry}	{\{-\-\-\-\-\-\-\-\-\-\-\-\}}
{Level 5 Entry}	{\{-\-\-\-\-\-\-\-\-\-\-\-\}}
{Level 4 Entry}	{\{-\-\-\-\-\-\-\-\-\-\-\-\}}
{Specific (Non-std.) Letters}
1. {Fritz (Global Tele)}
2. {Lester (RPG)}
3. {Gangat (Thermax)}
{etc. etc.}

SCENARIO NO. 2

{HCP/NHP/MM} are {glancing thru FRESH ARRIVALS} ({bio-datas recd yesterday and placed on their table in a folder marked FRESH ARRIVALS}).
He {suddenly comes across one} which he thinks {could be of interest} to {ABC XYZ Company}.
He {keys-in a few "parameters" to find-out} if there are any {PENDING-REQUESTS} for {similar type} of {executives}. {If he finds one} ({such pending request}), he {looks-up "PENDING-REQUEST} ({or PENDING PURCHASE-ORDER}) {STATUS FILE} {to find-out what action has been taken so far Viz:}

{How many bios have been sent so far \& when (\& also whose bios)}
{Has any interviews/short-listing taken place by client}
{Has any offers/appointments made/accepted/declined}
{Has anyone joined}
{Have we raised our Invoices/recd. our payments etc etc etc.}

If he {finds that it is worth sending this particular bio-data, even at this stage, he enters}

{"Convert bio-data of Mr. ________________________ of Company _______________________________________\_ Executive Code No ______________________________ (which he obtains instantaneously thru SERIAL NO. CONTROL and writes by hand boldly across the bio-data) and Send to:}

{A. - Company ___________________________ - against their Pending ESR No }

{B. - Company _ - against their Pending ESR No

{C.

He may come to a conclusion that there are {no SUITABLE PENDING requests from any of the Clients}.

{But}

He may {still think/decide} that {this particular bio-data is worth sending to}

{Some of the existing/past Clients}
{Some other Companies}.

{So he Commands}

Executive Name:
{Exec-code No:}
{Send Converted bio-data, with Letter Type \# 3, to}
{Companies}	{Signed:}
1.	{dates}
2.
3.
4.

{E-MAIL} \downarrow {EDP Manager}

{Internal E-MAIL memos, by themselves, shall NOT up-date}

{- candidate status file} {or}
{- Client status file}.

{This (updating of status files) should be/must be done only}

{- by a PRINT command}
{- by a person authorized to give a PRINT command}.

{To prevent unauthorized printing of hard copies of bio-datas, we have decided that this authority will only vest with one/two persons initially}.

{This rule equally applies to}

{- printing of converted bios from memory}
{- "non-converted (merely scanned) bios as well}.

{A. Not every "Scanned" bio may get Converted Immediately.}

{B. Every bio shall be Scanned/stored Immediately} ({after giving Exec. Code No}) {so that it can be immediately destroyed}.

{C. There could be rare occasions to "print" non-converted bios}.

We are {envisaging a Central printing section (of 4 printers - 2 DMP/1 Laser/1 ink-jet)}.

There should be {one "buffer" (or a 286 with 20 mb hard-disc)} with the {EDP Manager}.

All the {Operators, from their respective Work-stations, will UNLOAD their printing-work on this PC/Buffer which is on EDP Manager's table}.

{Alternatively,}

{EDP Manager on his own, will transfer to his machine, whatever is READY-FOR-PRINTING, (from wherever it is ready). He will arrange the printing priority for each of the 4 printers and Issue PRINT-COMMANDS centrally.}

{I suppose he will get his PRINT-REQUESTS from the Mktg. Mgr/NHP etc.}

{Node} \rightarrow \text{Node} \rightarrow \text{Node} \rightarrow \text{Node} \rightarrow \text{BUFFER} \rightarrow \text{EDP Mgr} \rightarrow \text{Printer A, B, C, D}

{HCP, VHP, NHP, MMgr} \rightarrow \text{Any Request, Request, Request, Request} \rightarrow \text{EDP Mgr}

Another important job of the {EDP Manager} is to {MONITOR} at random, what {work each operator is doing at any time}.

This he should be able to do {without} getting up from his chair.

If he has a machine with {WINDOWS type screen}, he can do this monitoring for {4/6 persons at a time}.

In fact {thru E-Mail}, he should be able to {flash message/instructions on the monitor of any of the operators, at any time}. {This could be a}

{- request (to hurry up).}
{- reminder (to complete XYZ work)}
{- change of priorities (from A} \rightarrow \text{B)}
{- pointing-out "errors" in the work being carried out}
{- guidance}

{Advt. for Bulletin Board Service.}

{2000 JOBS but only 10 CAREERS. !}

{That's right ! If you want to find just 10 jobs that could possibly interest you as being challenging or being offered by the type of Companies you respect, you would need to look up at least 2000 Job-Advertisements !!}

{In your busy work-schedule, that you could take 6 MONTHS !}

{HOPELESS ?}

{NO - MORE !}

{If you have registered your bio-data with us - and been allotted your PERMANENT EXECUTIVE NUMBER (PEN), all you need to do is,}

{Thru your computer/modem, dial ________________________\_}

{When our Computer responds, key-in your PEN.}

{Our Computer will ask you, Type}

{- Do you wish to modify your bio-data? ____________ YES/NO}
{- Do you wish to Search JOB BILL-BOARD? Type ____________________ YES}

{Thereafter let our Self-Help Menu guide you thru THOUSANDS of recently advertised jobs all over the country (in dozens of newspapers \& magazines), to exactly those}

{10 CAREER - OPPORTUNITIES OF LIFE-TIME!}

{- all on Your Computer Screen}
{- all at your Convenient time (Lunchtime)}
{- all within 10 minutes.!!}

{Then instruct our Computer, to which of these 10 Companies, you want it to send your bio-data (over fax), without revealing}

{- your identity}
{- your current Employer's identity.}

{And that would take another 1 hour !}

{Marketting}

{Converting each "candidate" into an Associate} {and} {rewarding him for getting 5 bio-datas}

{Somewhere, earlier, I have put down some thoughts on this - and then rejected this approach as being}

{IMPRACTICAL.}

{Even if that be so, do not forget that}

{ONE PAIR OF MICE WILL PRODUCE}


{in 1st year}	\rightarrow \text{400 pairs}
{in 2nd year}	\rightarrow \text{1.6 lakh pairs !}
{in 3rd year}	\rightarrow \text{640 lakh pairs !}
{in 4th year}	\rightarrow \text{256 CRORE pairs}

{6/3/94}

{MARKETTING}

{ACCESSING THE EXECUTIVES. in their HOMES.}

{ALL EXECUTIVES - 10 million}

{Senior Executives - 1 million}

{chairman/M.D. (a few hundred)}

(Diagram depicts increasing reach from Computer/Fax/Phone/Cable TV for Chairmen/Senior Executives up to Radio/TV/Newspaper/Post for All Executives).

{The above diagram approximately depicts the REACH of the MEDIA into the homes of the executives. This is a current Scenario.}

{But this Scenario is changing rapidly.}

{There are 7 million phones in the country today. Another 3 million are expected to be added in 2/3 years time. could be earlier, depending upon DOT policy.}

{Let us see how we can make use of these various Media to reach-out to the potential candidates.}

{Newspapers/Magazines}

{we have been using these but we will have to step-up our use of these far more.}

{Radio}

{I do not think any executive listens to Radio anymore !}

{TV/Cable TV}

{These are very expensive medium}

{Phone}

{we will need to make use of this more \& more}

{Post}

{Monthly mailer will have to be a regular feature}

{Fax}

{fax machines may not reach}

{the homes of executives in any large number for another 10 years, but once this happens, this will replace postal mailers.}

{Over a period of next 5 years, more and more Senior Executives may also get their own, private, direct fax machine in their own cabins, just as many executives today, have their DIRECT phone numbers (not thru the board).}

{We would have to compile directories of}

{- Private office-based faxes}
{- Residential faxes}

{and make greater use of it, in the years to come}

{But the medium which holds immediate - and tremendous - potential is}

{The Residential Telephone.}

{A home phone offers complete privacy.}

{An executive feels Comfortable talking to us on phone - because he}

{cannot see us ! But of course, this will go once the VIDEO-PHONES are in place. That may be 20 years away.}

{Once that happens, Video-interviewing would enormously reduce time/cost of interviewing.}

{In the intermediate phase, there will be}

{VIDEO-CONFERENCE CENTRES}

{just as we, today, have}

{PCO/STD/ISD booths on every corner.}

{These may not be as numerous, but there could be a few in each major city. We may be able to hire these for, may be, Rs. 3000/= per hour - Say in 1999.}

{By that time Bombay-Delhi return Airfare could be Rs. 10,000/=}

{So it would pay for a Company to carry-out Tele-interviewing - at least preliminary interviewing of several candidates.}

{In course of time (by 2000 AD.?) we should plan to have one such centre in our own office.}

{But much before that, say in 1996 we should Install a VOICE-MAIL on our Computers and then advertise:}

{PHONE-IN YOUR BIO-DATA !}

{That is right.}

{You don't need to sit down and type-out your ACHIEVEMENTS.}

{Just phone-in our VOICE-MAIL (NO ____\_ ____\_ ____\_)}

{Any time = 24 hours = Day or Night}

{From the PRIVACY of your HOME}

{and tell our computer, all about yourself ( do not forget to mention your}

{- Residential Address}
{- Phone NO.)}

{Tell us about your}

{- Age/Experience/Education}
{- Where you have worked/for how long/in what capacity}
{- Career goals/Industry - Company preferences/City preferences}
{- Achievements/Contributions}
{- Products/Services/Functional specialization}

{Having heard your bio-data, our Computer will give you, your}

{PERMANENT EXECUTIVE NUMBER (PEN)}

{Carefully note this down.}

{Anytime in future you wish to make changes in your Computerised bio-data in our Databank,}

{Dial VM (Voicemail) NO ________________________}

{Read-out your PEN number}

{and simply dictate the changes including instructions such as} {"I am not looking for a change for the moment. I will phone you again, if I do."}

{Our Powerful Computer Software}

({Call it ARTIFICIAL INTELLIGENCE (AI), if you like}).

{will codify your bio-data on ____________________________________\_ parameters and match your profile with requirements of over 2000 Companies - also stored in our computer.}

{Without revealing}

{- your identity}
{- your current Employer's identity,}

{our AI will then fax your bio-data to a minimum of 10 companies who might be needing a person like you}

{etc etc}

{6/3/94}

{PAINLESS PLACEMENT}

{THRU ACCESS.}

{This Advt is for: Harassed/Hounded Personnel Managers}

{What do you do, when the Big Boss asks you to find that,}

{- that One-in-a-million Guy (or Gal.)}
{- in one-week flat}
{- without spending Rs. 2 lakh on Advt.}

{?}

{You DESPAIR and wish you had never opted for PERSONNEL as your career!}

{DESPAIR NO MORE.}

({If you have a Computer \& Modem})

{Ask the Boss to Sit down \& relax while you}

{Dial our Computer Data Bank (NO ________________________)}
{Upon hearing "Good Day and welcome to 3P - ACCESS"} ({Automatic Computerised Company Executive Search System})

{Dial (Key in your)}

{Permanent Client Number (PCN)}

({Sorry - but distant, direct access to our computerised Data-bank over ordinary telephone lines is restricted only to those Companies who are members of 3P ACCESS CLUB.})

({For membership details, phone ____________________________________________\_})

{Key-in your personal PASS-WORD}
{When Computer says, "Thank you, Sir! you are cleared for ACCESS,"}
{Key-in "SEARCH-PARAMETERS" for the Guy (or Gal) you want} ({Computer Screen will HELP you.})
{Wait for 3 minutes, till the Computer flashes the SEARCH-RESULT on the Screen!!}

{Then turn to see the Boss Smile!}

{Remember, We are}

{YOUR COMPETITIVE ADVANTAGE!}

{when}

{BOSS IS THINKING OF YOUR PROMOTION.}

{21-1-94}

{MARKETTING}

{Once,}

{we have our revised HHP working satisfactorily and we have generated}

{- Industry wise} ({and within each industry})
{- Function-wise}

{files/statements of executives registered with us (or MRR Data)}

{we have tied-up/linked-up with CMIE/DART data-base on Companies (industry-wise) / or product-wise NEW-PROJECTS coming-up,}

{we should carry-out MAILING-CAMPAIGNS to such Companies specifically telling them how many suitable executives we have in our Databank.}

{If we have, say, 50 Industries, we could aim one mailer each week or one mailer to each industry once a year.}

{23-1-94}

{MARKETTING}

{Once revised HHP starts functioning perfectly, we will need to undertake a aggressive marketing effort.}

{First step will be to send out Mailers to hundreds of Companies (let us initially confine to Bombay-City based companies only?), enclosing a profile of our Database as shown:}

Level	NO. IN OUR DATABASE						Total
{Function}	{VP}	{GM}	{Sr. Mgr}	{Mgr}	{Off}	{Sup.}
{Admin}
{Mfg.}
{Mkt.}
{Finance}
{R\&D etc.}
{Total}

{This is a ROUTINE approach.}

{And, in today's, dog-eat-dog, competitive world, mere routine, just won't do!}

{9 times out of 10, our mailer may get consigned to the WPB (Waste Paper Basket)!} {Especially, if a Personnel Manager/Recruitment Manager thinks that, by going to a Placement}

{Agency, his job gets threatened!}

{So, we have to adopt a novel/state-of-the-Art/cutting-edge of technology approach!}

({Remember, technology is not confined to production/manufacture alone. It has as much relevance to functions like Mktg/Finance etc.})

{So}

{we have to go in for}

{INSTANT ACCESS}

{from}

{mere ACCESS.}

{By throwing open our Database Search to our Clients, by}

{Voice telephoning - and getting a "FIND" while he holds-on or phoning him back within 10 minutes}

{OR}

{allowing clients to Key-in Search parameters directly into our System (thru a MODEM).}

{To begin with}

{we could offer this service to a few selected-Clients only (by giving each of them a unique, pass-word/code)}
{give this "limited-search" Free of cost.}

{Search will only tell him, how many "suitable" persons do we have in our Databank without revealing their identity or details.}

{We should even think of "loaning" a modem to 5 clients for a period of 3 months, to get him "hooked"}

{So}

{Modem on loan — 3 months}
{Free initial/limited Search next 6 months.} ({Not exceeding 6 searches/month})

{On 5/1 modems, we may have to invest Rs - 1 Lakh (including 1 modem at our office).}

{After 3 months the modems will be withdrawn \& transferred to another 5 Clients, \& so on.}

{If the strategy (of getting "hooked") works, we could increase modem population to 10 nos.}

{If "initial" search produces, say 15 persons as suitable and Client wants more details, we should send him}

{One-line Statement (of these 15 persons) - again FREE-OF-COST, (hiding all identity)}

{Only when he wants detailed bio-datas, we should charge him}

{Rs. 100/= per bio-data (without revealing Candidate identity). This should be payable in ADVANCE.}

{OR}

{Client may deposit with us, say}

{Rs. 5000/= initially, from which these amounts will get deducted as \& when bio-datas are forwarded to client.}

{3/2/94}

Period	1st 0-6 month	6-12 month	12-18 month	18-24 month
{Interview}	{Advance as per TERMS.}	{Advance}	{Advance}	{Advance}
{Fully Converted bio-data}	{Free}	{Rs. 500/= per bio-data}	{Rs. 500/= per bio-data}	{Rs. 500/= per bio-data}
{One-line statement}	{Free}	{Free}	{Rs. 100/= per Candidate listed on print-out}	{Rs. 100/= per Candidate listed}
{No. of Suitable Candidates (who meet Search criteria)}	{Free}	{Free}	{Free}	{Rs. 100 per minute of Search-Time on Computer}

{3P Member}

{3/2/94}

{Such a proposal would envisage a software which}

{- Recognises Secret "Pass-word" of each member-company.}
{- Recognises Secret "Pass-word" of the "authorised" (to access our database) executives within that Company (there would have to be a limit of 3 persons ?).}
{- Logs/keeps track/records in memory,}

{No. of Searches made (authorised executive-wise \& Company wise) at any point of time (cumulative) and for any given period (month)}
{No. of "minutes" of Searches (Individual Search-wise/total) - for billing purpose-}
{No. of one line statements printed/sent to each client showing number of executives on each statement}
{No. of "converted" bio-datas, requested and sent to each client}

{No. of interviews arranged/held.}
{At each of the above mentioned "stages/steps", the Amount deducted from the Client's DEPOSIT and remaining balance.}

{This Client should be able to see "his ACCOUNT-STATEMENT" on the Screen at any time}

client:
{Membership Date:}			{Current Date:}
{Period}	{0-6 Mth}	{7-12 m.}	{13-18 m.}	{19-24 m}
{Deposit Rs}	{Amt}	{5000}	{25000}	{10000}
	{Cum}	{5000}	{30000}	{40000}