The new proposal for

Direct Marketing

Posteldirect

Riccardo CamiaRiccardo CamiaCEO PostelCEO Postel

tel: +39 010 6486 1tel: +39 010 6486 1riccardo.camia@postel.itriccardo.camia@postel.it

GroupPostePosteitaliane

1

BU

SIN

ES

S

BU

SIN

ES

S

CO

MM

UN

ICA

TIO

NC

OM

MU

NIC

ATIO

N

CUSTOMIZED COMMUNICATION SERVICES

HYBRID MAIL

GLOBAL MAILBOX

DOCUMENT & ADDRESS MANAGEMENT

PRINT ON THE NET

DIRECT MARKETING

Postel: reasons for a successPostel: reasons for a success

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A global offer for the B2C communicationA global offer for the B2C communication

Certification

CITIZENSCOMPANIES

Fax

ArchivngInterposta Office

AddressesMerge &

purge

Reverse hybrid mail

Document DesignInterposta web

Priority Mail

Normalization

Internet

Racc. A. R.

Postecert: the elctronic signature P.E.I.E

Bulletin c/c

NATIONALNATIONALINFRASTRUCTUREINFRASTRUCTURE

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Our Shareholder: Poste Our Shareholder: Poste

ItalianeItaliane

CHAIRMANCHAIRMANCHAIRMANCHAIRMAN

MANAGING DIRECTORMANAGING DIRECTORMANAGING DIRECTORMANAGING DIRECTOR

DELEGATED EMPLOYER (LAW 626)

DELEGATED EMPLOYER (LAW 626)

REAL ESTATEREAL ESTATE

FINANCEFINANCE

ADMINISTRATIONADMINISTRATION

PROCESSES & TECHNOLOGIESPROCESSES & TECHNOLOGIES

INSPECTION AND QUALITYINSPECTION AND QUALITY

HUMAN RESOURCESHUMAN RESOURCES

STRATEGY, PLANNING AND CONTROL

STRATEGY, PLANNING AND CONTROL

PHILATELYDIVISION

PHILATELYDIVISION

BANCOPOSTADIVISION

BANCOPOSTADIVISION

TERRITORIAL NETWORK

DIVISION

TERRITORIAL NETWORK

DIVISION

POSTECOM SpaPOSTECOM Spa

GRUPPO POSTELGRUPPO POSTEL

MAILDIVISIONMAIL

DIVISION

EXPRESS COURIER- LOGISTICS-PARCEL

DIVISION

EXPRESS COURIER- LOGISTICS-PARCEL

DIVISION

RELATIONS WITH ASSOCIATIONS AND GOVERNMENT AGENCIES

RELATIONS WITH ASSOCIATIONS AND GOVERNMENT AGENCIES

COMMUNICATION AND MEDIA RELATIONS

COMMUNICATION AND MEDIA RELATIONS

LEGAL DEPARTMENTLEGAL DEPARTMENT

CORPORATE OFFICERS SECRETARY

CORPORATE OFFICERS SECRETARY

INSTITUTIONAL RELATIONS

INSTITUTIONAL RELATIONS

GRUPPO SDA GRUPPO SDA POSTEVITA SpaPOSTEVITA Spa

SIM POSTE SpaSIM POSTE Spa

BANCOPOSTA FONDI Spa SGR

BANCOPOSTA FONDI Spa SGR

PARCEL LOGISTICS

DELIVERY Spa

PARCEL LOGISTICS

DELIVERY Spa

PURCHASINGPURCHASING

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Poste Italiane Group Poste Italiane Group

revenuesrevenues

ROUNDED DATA 2000

TOTAL SALES ABOUT 7,100 millions €

TOTAL SALES ABOUT 7,100 millions €

REVENUES fromMAIL DIVISIONMORE THAN 3,930 MILLIONS €

REVENUES from BANCOPOSTAABOUT 2,630 MILLIONS €

REVENUES from EXPRESS PARCEL COURIER ABOUT 390 MILLIONS €

OTHER REVENUES ABOUT 150 MILLIONS €

55%55%

6%6%

37%37%

2%2%

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Poste Italiane Group resultsPoste Italiane Group results

CLOSE TO REACH BREAK-EVENCLOSE TO REACH BREAK-EVEN

GROSS OPERATING MARGIN(million euro)

GROSS OPERATING MARGIN(million euro)

NET OPERATING RESULTS (million euro)

NET OPERATING RESULTS (million euro)

-600

-400

-200

0

200

400

600

286286

-1000

-600

-200

1998 1999 2000

1998 1999 2000

-794-794

-361-361

-45-45

-507-507

-52-52

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The Postel Group - Structure

PostelprintPostelprint PosteldirectPosteldirect

DocutelDocutel

The biggest printing group in Italy, in participation with Ilte

InnovativeSolutions

InnovativeSolutions

Other participationsOther participations

DocugestDocugest

NetPrintNetPrint

Ge.PoGe.Po

AsphériaAsphéria

In participation with:- Cedacri Nord- La Poste (Francia)

The technological, creative & graphic center for the Business Communication

Services

THE NEW POSTEL STRUCTURE FOR DIRECT

MARKETING DEVELOPMENT

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Posteldirect - Organization

GENERAL MANAGEMENT

GENERAL MANAGEMENT

DM Services(Milan)

DM Services(Milan)

Consulting & Sales

Consulting & Sales

Document DesignDocument DesignDataBase & List Management

DataBase & List Management

Management Center

Management Center

Operation(Verona)

Operation(Verona)

EDPEDP Printing & ProductionPrinting & Production

Logistic & WharehouseLogistic &

WharehouseCall Center &

ServiceCall Center &

Service

A fast growing integrated infrastructure

More than 20 people dedicated to new solutions for DM

campaigns

80 people, experts and specialists, dedicated to

DM campaigns

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Posteldirect - Mission

To be the most important Direct Marketing full service provider for the italian market,

supplying all the products and services necessary for

the development of interactive communication campaigns

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Posteldirect - Direct Marketing Flow

Consulting services

DB & List Management

Business Intelligence

Printing & delivery

Lettershop & Fulfillment

TeleMktge CRM

ResponseAnalysis

Posteldirect

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Posteldirect – Direct Marketing Targets

DIRECTMARKETING

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Posteldirect – Positioning

Posteldirect is able to offer:

Turn Key Direct Marketing Campaigns, “from DB list to envelope”

Services “off the shelf” for each Direct Marketing competence area (data, art & copy, operations)

Maximum flexibility dedicated to theCustomer Relationship Management

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Posteldirect – DM Value Chain

Planning & consulting activity

Planning & consulting activity

Database &list

management

Database &list

management

DocumentDesign

DocumentDesign

Production,lettershop

& fulfillment

Production,lettershop

& fulfillment

CustomerService &

Telemarketing

CustomerService &

Telemarketing

Campaign Conceiving

Consulting on Privacy (law 675/96)

Consulting on postal rules & tariffs

Marketing DB Modelling

Profiled & authorized Lists

Customer DB Management

Data & Response Analysis

Document layout engineering

Mailing Package

Document Production

Printing & customization

EDP Services

Addresses Merge & Purge

Call Center

Mail boxes Management

Data Entry

Widespread postal coverage in Italy & abroad

Enveloping & Cellophaning

Packaging management

Mail Order Management

DeliveryServicesDeliveryServices

Delivery Services

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Engineering & Consulting Engineering & Consulting

Consulting on campaigns developmentConsulting on campaigns development

Consulting on Privacy (law 675/96)Consulting on Privacy (law 675/96)

Posteldirect – Professional Services

Posteldirect can easily identify the highest potential target audience, defines the most suitable messages and delivers

them in compliance with law requirements

Targets Definition

Lists definition according to law requirements

Costs & B.E.P. definition

DM tools mix definition

Budgeting

Tests definition, variables and bulk mailings

Performance evaluation

Consulting on postal servicesConsulting on postal services

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Posteldirect – Data Base Management

DB Implementation & ManagementDB Implementation & Management

Business Intelligence Business Intelligence

Data Base Management Data Base Management

Response AnalysisResponse Analysis

Posteldirect offers the necessary support to create, maintain and upgrade the Marketing DB

Creation of the physical-logic data model

Development of management & update

data processes

Targeting e Data Mining

Geomarketing

Statistical analysys on Tests & Campaigns

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Posteldirect – List Management & EDP Services

List Management List Management

Posteldirect customizes and updates lists as a fundamental condition to reach the best result with a DM campaign

Requirements analysis

Customer DB analysis

List Broking

Customer lists updating

Address Merge & purge

Application SW development (Db mktg, Mail Order, ...)

EDP ServicesEDP Services

Lists supplyLists supply

Address Merge & Purge Address Merge & Purge

Data processingData processing

Customer lists updating & maintainingCustomer lists updating & maintaining

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Posteldirect – Document Design

Document layout engineeringDocument layout engineering

Posteldirect Packaging & Promotion services maximize the redemption by using original formats & solutions

Design & engineering of new optimized solutions:

communicationCosts reduction

Usage of special supportsCardMetal & PVC objectsLabels...

Optimized SolutionsOptimized Solutions

Mailing Package Mailing Package

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Posteldirect – Production & Lettershop

Posteldirect realizes and customizes any kind of DM campaign with the most advanced

production techniques

Pre-printing processing

Offset & Rotoffset printing

Digital customization

Magnetic cards & other 3D supports

Special punching

Special finishing

Classic & intelligent enveloping with various

customized inserts

Cellophane packaging

Special supports implementation (cards,

metal objects, labels, etc.)

Document productionDocument production

Printing & customizationPrinting & customization

Production ManagementProduction Management

Enveloping & cellophane packagingEnveloping & cellophane packaging

LettershopLettershop

Standard & customized packagingStandard & customized packaging

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Posteldirect – Fulfilment

Posteldirect know-how permits to manage the most difficult fulfilment activities

Packages delivery for promotional activities (gifts) & leaflet management

Mail Order (integrated system for mail order management)

Inserts managementInserts management

Fulfilment Fulfilment

PackagingPackaging

Mail orders managementMail orders management

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Posteldirect – CRM & Telemarketing

Posteldirect improves the Customer relationship with constant support to the different campaign phases

Telemarketing services (inbound e outbound) & Customer Service

Dispatch orders management

Billing & payments

Data capture: data entry (coupons, cards, contracts,..), optical reading & archiving with OCR & barcode recognition

Mail boxes management

Mail boxes managementMail boxes management

Customer Service Customer Service

Data CaptureData Capture

Call CenterCall Center

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Posteldirect – Delivery Services

Posteldirect provides all the necessary support on postal network and regulations

Mail preparation & sorting according to customer requirements and Postal rules

Postal consulting for the Customer on national & international services

Co-operation with private couriersPostal regulationsPostal regulations

Delivery Services Delivery Services

Widespread Postal NetworkWidespread Postal Network

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Posteldirect – Main Customers

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