DIREM Mumbai rebrands itself as Direxions

Along with its rechristening, Direxions has launched its consulting and analytics practice called Cartesian Consulting and new marketing tool, Geographic Information Systems (GIS)

DIREM Marketing Services Mumbai has been rechristened as Direxions Marketing Solutions. While both DIREM Delhi and DIREM Bangalore continue to offer the same suite of services as before, to clients such as Maruti, ICI, Intel, Kohler, RCI, Spencer’s, Toyota, Unitech and Whirlpool.

DIREM Mumbai rebrands itself as Direxions

DIREM logo

Set up in year1989, DIREM Marketing Services 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 logo

Now it is only DIREM Mumbai that has been rebranded as Direxions Marketing Solutions. The rebranding of DIREM Mumbai 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.

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.

Cartesian Consulting, the consultancy division, will be headed by Sandeep Mittal, marketing director, Direxions. It will focus on relationship marketing and loyalty programmes. It will track actual transaction data, which can be used by clients having large customer and transaction data bases, such as in the banking, retail, airlines and hospitality sectors. For this purpose, Cartesian will utilise the comprehensive marketing analytics tool, Alterian, which is capable of processing large volumes of data in seconds and carrying out statistical propensity modelling and segmentation.

Cartesian will also focus on research and best practices building for DM and loyalty, and thought leadership on emerging trends in marketing.

Direxions is an ISO-9001 certified direct marketing agency. Some of its current clients are Bharat Petroleum, HLL, Ranbaxy Laboratories, Tata AIG, ICICI Bank, Syngenta, Anand Bazar Patrika, Colgate Palmolive, Mastek and Intel.

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