Mumbai, 16 March 2007: Mumbai has been rechristened as Direxions Marketing Solutions. The rebranding was done at the same time as the launch of its new marketing tool, GIS, (Geographic Information Systems) and its consulting company, called Cartesian Consulting.
DIREM Marketing Services was set up in year1989 and had been operating through its 3 branches in Delhi, Mumbai and Bangalore till 2003. But after 2003, due to an internal decision taken by the organization, the erstwhile DIREM Marketing Services was restructured into three distinct entities called DIREM Marketing Services Delhi, DIREM Marketing Services Mumbai and DIREM Marketing Services Bangalore. Since then, these companies have been operating independently of each other.
Direxions in Mumbai hopes to be better equipped to manage the needs of marketers who wish to leverage new media, new tools and new approaches to meet their marketing objectives.
GIS, the new marketing tool, will enable its clients to analyse the market and better pinpoint services. It will provide focused targeting through gap analysis, understanding retail catchments and optimising sales territories to maximise the effectiveness of sales and marketing resources. It will be offered throughout the retail, finance and banking, FMCG, media, property and travel and leisure sectors.
MS Ashok, vice-president, CRM and promotions, Direxions, will head the implementation of solutions at Direxions. Nigel Lang will be responsible for implementing GIS and business development, both internationally as well as in India.
Other Direxions services include loyalty programme management, direct marketing, CRM programmes, web, email and SMS marketing, account planning, creative, events and promotions, data centre operations, help-desk services, rewards management, mailing and fulfilment.