Executive summary

This report is conducted for the subject of Direct Marketing & Customer Relationship
where it has being conducted into real industrialized with the Respective organization.
The respective organization which has being selected is DIMO. DIMO which is the
pioneer of automobile industry in Sri Lanka, that provides more segmented vehicles.
Briefly assessing about the organization, DIMO has being formulated by three
respective youngsters named, Stephen Peries, Pandithage Don Alexander, Cyril
Algama and Harold Algama in 1939. They own island wide service stations which
mainly launched in Siyabalape along with their sub service stations in Kandy,
Anuradhapura & Matara. Apart from that they have their branches in every district of Sri
Lanka.
More over this report contains the environmental analysis, which covers both internal &
external. Following that, the overall company marketing objectives as well, the direct
marketing objectives has being set for optimum performance.
Continuing with that, the main marketing functions market identification, segmentation,
targeting & positioning have being evaluated for the Dimo to position the right product to
the right target group.
As well, the methodology of gathering database & media planning have being
conducted for the DIMO where to make sure the Direct marketing campaign
successfully. Along with some unique offers to attract customers the pricing strategy &
some beneficiary offers.
Finally the budget for this campaign has being forecasted along with the action plan
respectively.

Team profile
Our team is High Five where we formed with five members.
Company profile
DIMO is the well reputed company in Sri Lanka automobile industry which is formed by
three respective members named, Stephen Peries, Pandithage Don Alexander, Cyril
Algama and Harold Algama in 1939.
Basically DIMO has a wide range of segmented vehicles which targets on each
customer base respectively. Therefore, they have authority of distribution of some top
brands such as Mercedes Benz, Chrysler, and TATA etc.
DIMO has their service stations and branches island wide. Their main service station
located in Siyabalape where their sub service stations are located in Kandy,
Anuradhapura, Matara, Kurunegal, Putalam and Jaffna. As well, their branches are
located island wide.

Situational analysis
For the effective marketing campaign, the situational analyses have being conducted for
DIMO as shown below,
SWOT analysis
Strengths
Weaknesses
Brand Name
Work inefficiency
Collaboration with reputed firms
Less allocation on
Island wide service stations
functions
Highly skilled & enthusiastic
human assets
Strong financial background
Overrated
on
customer
satisfaction

Opportunities

Potential segments for increased

sales
Lower and stable interest rates
Duty reductions
Strong GDP growth in Sri Lanka
Rapid
Industry
growth
(automobile)
Rapid
enhancement
on
transportation & infrastructure

Figure , SWOT analysis for DIMO

Threats

Substitute products
Rules and regulations
Unstable exchange rates

marketing

As shown above SWOT analysis which conducted for DIMO in order to position the right
product for the right people. According to that,

Strengths
Dimo has the strong brand name of 75 years in the automobile industry in Sri Lanka
which shows they are pioneers in the industry. Along with that, they have strong
collaboration with international top leading automobile sectors such as Mercedes Benz,
Jeep etc where DIMO plays an authorized dealer in Sri Lanka. By locating island wide
service stations Dimo proofs the evidence of strong customer oriented Company. Thus
they have being overrated on customer satisfaction more than 88%. They do have
strong finance background where they cope up with their enthusiastic work forces which
sounds massive strength for the company.
Weaknesses
Dimo doesnt carry with many weaknesses but they have few to be considered. As
usually occurs in organizations, the work inefficiency still remains in this company too.
By re correcting it, the firm can lead more in the industry. And also although they have
strong financial background, the firm fails to allocate for marketing department in order
to make more efficient business performance.
Opportunities
By analyzing deeply, there are few potential segments that can be identified for DIMOs
products. For instance, the agriculture industry, constructional industry & fishery
industry. Further, the reduction in Duty for vehicles is created much scope in the growth
of industry. As well, the growth of transportation & infrastructure which explicit the
growth in GDP thus, refers to the expansion of potential for industry.
Threats
Although its not that crucial, considering about the threat is always benefiting for the
business. According to the Dimo, the substitution of competitors as well, government
rules and regulations couldnt play a role in business changes.

Pestel analysis
The external environment alaysis can be conducted through the model of PESTEL
which stands for Politics, Economic, Social factors, Technology, Environment & Legal
factors. This model has being conducted for Dimo as shown below,

Politics
Evaluating about the political factors,the Sri Lankan politic has uncertain situation which
will effect on any business industry either in positive or negative. And also, after
terrorism war, there are so many new companies that are being launched every year
rapidly.
Economic
In Sri Lanka there is a steady growth in GDP at present. And also
Social
The amount of population in sri Lanka also does help on DIMO which will be crucial for
market segmentation. As in this global world, the rise in the new business enterprenurs
is being elevated. Thus, the customer base will be increased for the Dimo
Technology
Unlike in Japan, Sri lanka still stuck in innovation on the automobile industry. Such as in
auto gear, air bag etc.
Environment
Legal
The rules and regulation on the drivers, vehicles are strict in order to prevent unwanted
drivers who cause vehicle accidents.

Positioning
This is the final step in marketing, after the identification of target marketing. As our
target market group is small business entrepreneurs, self employed entrepreneurs etc.
we have come up with the unique positioning technique which meets their needs &
wants. Introducing DIMO BATTA does meet their wants. Cause, our target market group
who are small business entrepreneurs, self employed entrepreneurs etc are more
concern on their finance expenditure. They dont want to spend too much money on
buying high cost vehicle, or low quality vehicle.

High Quality

Hijet Buddy
Truck

DIMO BATTA

Low Price

High Price

Mahindra
Maxximo

Low Quality

Figure : positioning of DIMO BATTA

As drawn in above chart, its clearly shown the positioning of DIMO BATTA along with
the comparison of our main competitor who provides kind of similar products to the
market.
We have recognized mainly 2 competitors in the market that are, Hijet buddy truck who
is providing their products with higher price with claiming with high quality. On the other
hand, we have Mahindra Maxximo who does provide with their product with lowest
quality claiming with lowest price in the market.
But, our aim is to keep on matching with our customers needs and wants. Since our
target market is small business entrepreneurs, the fact is they wish to save their money
for more investments on their business to enhance their performance. Thus, they will be
less likely to go for buying high cost vehicle although they claim to be highest quality.
And also, they dont want to get in trouble by constant repairing on their vehicle due to
purchasing of lowest quality vehicle even though they claim to be lowest price in the
market.
Thus. We have come up with unique positioning technique. That is, we do provide our
DIMO BATTA with the lower price for its standard quality. We make sure for its long life
usage. Moreover, we do provide more extra services for our customers for their benefit
enhancement. For instance, we do provide the vehicle services for our customers in
24hours time, 24 hours recovery services etc.

Database
Definition of database
Customer database is a collection of customers basic data such as name, contact
information, address etc. this information is quite useful when it comes to effective direct
marketing campaign.
There are mainly 2 variables that data can be collected,
External sources
External sources refer to the data which collected from outside of organization. Such as
from,

Farm associations
Dambulla special economic centre distributors association
Agriculture departments
Fishery association

As these are our external sources to collect details about our target market, we have
targeted the main organizations which have a complete database. We do visit these
places respectively and meet presidents. Therefore, we can get the enough database of
farmers from farm association presidents, likewise we can get our target group
database from each different association.
Internal sources
Through our internal sources which refer to inside of company also the data can be
collected. As we have identified, there are 2 variables of gathering of data,
Company database
The basic company database can be referred as a primary database of our existing
customers. Apart from that, through marketing intelligence also, the data can be
retrieved.
Member gets member

This refers to our existing customer gets new customer. Although our loyal customers
will bring on their own, we recognize to pull more by putting 100% effort in it. Thus, we
provide this with an offer. As our existing customer receives free vehicle service twice
already, we do offer 1 extra free vehicle services as they bring new customers.

Media planning consideration

Selecting the suitable and effective media is always crucial when it comes to deliver the
right message to our customer. Therefore, there are 5 elements to be considered when
it comes to plan the media.
Who it should be very clear on delivering the target market. As our target groups are,
self employees, entrepreneurs, dual employees etc. we should focus on the media
selection which in their practices of most.
What the message which we are tryng to convey to our target groups. It must be
very clear which explains the meaning directly. As well clearness of the message also
does matter because even an ordinary person is in count as our target market.
Why customers are much segmented as well they are differs from each other. We
cant just put up one specific message and expect everyone to be understood in it.
There are so many customers who have same needs but they might be confused on
their wants selection. For instance, a particular customer seeking for a decent truck
which should be qualitative along with reasonable price. But what if the customer
doesnt aware about DIMO BATTA? Or else what if the customer doesnt aware about
DIMOBATTA is the one they are looking for? To make these clear only an effective
media should be selected wisely.
Where effective Medias are where it should cover up the entire island. This will make
sure every customer received the message. It doesnt matter who purchased it. But the
amounts of message reached are countable for successful marketing.
How this is where the methodology plays in. selecting the different media strategies
has their place on making the campaign effectively. For instance, a TV ad can be used
to convey the message verbally & visually by mentioning the offers, prices, benefits etc.
than using a radio. Likewise there are various of strategies that can be apply into the
campaign but the organization should be consider about their budget as well which
shouldnt exceed for unwanted expenses.