1market developement
Post on 21-Jul-2016
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Market Development
Brand recall value is high People know OLX
I will check what all do I need to sell and then do the listing?
How do I post pictures on
the site ?
Do I need to use a credit
card at OLX ?
At this moment I
cannot think of
selling anything
on OLXI would love to sell, but
will do later.
If there are no charges, what
is OLX’s interest and
benefit ?
Can I search for jobs on
OLX ?
Does OLX charge any
Commission on Sales?
But they might have inhibitions using OLX
Can I Shop on
olx?
Do the products get
home delivered?
We need to break the COBWEBSINHIBITIONS
Do I need to use a credit card at OLX?I would love to sell, but will do later. If there are no charges, what is OLX’s interest and benefit ?Ad posting is free, but OLX must be charging a commission in salesI cant buy a product by just seeing it offline, I need to physically see it to buy it.Must be complicated
VALUE PROPOSITION IN CONSUMERS MINDIs it an online e-commerce for Used goodsIt is another e-bayOLX is the aggregator of used goodsOLX will buy our goods.This service does not seem relevant to me
FENCE SITTERSI would love to sell, but will do later.I cannot think of selling anything on OLX
FEARI will have to register & I would receive unwanted calls & mails from unwanted marketersMy Data would be used for marketing purposesIs it Trustworthy
CONSUMER PERCEPTIO
N
MARKET DEVELOPMENT OBJECTIVE
Mobile first education, trial & engagement of users with OLX
OBJECTIVE• Educate Sellers & Buyers about the correct value proposition of OLX• Educate about the ease of Use of OLX• Clear inhibitions about OLX
Education
• Help customers to use OLX mobile /tablet experience • Trigger trials & engagements through mobile devices thus enhancing the mobile
usage (more easy and user friendly),accessible anywhereMobile First
• Meet Supply Demand matrix by enhancing content through user trials• Create Supply triggers in desired categories(cars, mobile phones etc.)Supply Triggers
• Bringing fence sitters on board through aggressive user trial & experience • Help consumers try OLX by Initial handholding on their devicesOLX Experience
• Complete a 360 degree approachComplement
ATLAll market development activities would be performance based, scalable & low on cost per contact
Update on Activities Conducted
SPORTS COMPLEX ACTIVATION
CINEMA ACTIVATON
SPORTS COMPLEX ACTIVATION(On going)
OBJECTIVE-Enhance Sports Equipment Category by a promotional ground campaign @ 3 sports complexes in Delhi, induce posting through our mobile OLX App
ACTIVITY- On ground FOS activity to be conducted @ all sports complexes(6 days each) with ambient poster branding @ strategic points in the complex(for 1 month). Two promoters with a tab to engage with the sportspersons in the complex educating them about OLX, helping them download OLX App/ post their ads.
EXPECTED RETURNS-touch point with 3000 potential users, 700 app downloads /postings
DURATION- Activity rolled out on Jan 15th, Commenced in Jasola Sports Complex & Vasant Vihar Club, To start @ Siri Fort Complex from Feb 12.
STATUS- Touch based with 1200 potential users resulting in 200+ app downloads/postings,
COST- INR 165000/-
Consumer Speak
I have used olx earlier, since I
have downloaded the app, it would
be more easy.
Does OLX charge any
comimssion?
OLX is so easy to use
through mobile.
I will download the app and use
it in future. Can I sell my bat on olx/can I sell
my skates on olx?
I don’t have pics of my product
here/can I upload them
later.
I didn’t know I could sell my
used stuff through OLX
Key Learning's
Users find OLX mobile app a good
tool to use
Users with selling needs are ready to post their ads on
spot
Potential users have queries
regarding OLX usage functions
Ads got posted from all categories
including sports
12 postings from sports category got
listed
JASOLA SPORT COMPLEX
VASANT VIHAR CLUB
CINEMA ACTIVATIONOBJECTIVEOLX mobile Experience & APP download @ Cineplex’s.
APPROACHLeveraging Cinema walk in customers. To Educate them & have OLX trial & app download while in the Foyer Area(during movie break & waiting for Entry)Communication through 6*6 Standee in Foyer Area
ACTIVITY• Done in 7 Cineplex’s to be chosen across Delhi for 2 days(26th & 27th ) • 6*6 Standee with OLX communication placed at all locations during the activity• 2 promoter per Cineplex engage with consumers ,educating them about OLX and encouraging them to
use OLX(App trial/through tabs etc.)• Any individual downloading OLX app./ posting an Ad via app on his phone would be gratified
EXPECTED RETURNS- touch points 4000, outreach 10000, App downloads/postings-1000
DURATION- Jan 26th & Jan 27th
RESULTS- commenced successfully across all locations resulting in 4000 touch points with 801 app downloads/postings
Key Learning’s
Very less interaction time @ such
locations
Distributed mindshare
Network coverage was a issue
People ready to download app/some even tried posting as
well
Gratification works OLX is high on brand awarness
Cinema Activation via lens
MARKET DEVELOPMENT PLAN
Market Development PLAN
• Pilot projects tested in Delhi/NCR• Trained resources working as our
ambassadors to test waters• Successful initiatives to be replicated by
able partners across nation @scale
INHOUSE FOS(Fleet on Street)
• Able partners with innovative ideas to carry market development at scale and pace
• Implement piloted activities through FOS to a larger scale across top 4 cities
Partnership
INHOUSE FOS ACTIVATIONS
INHOUSE FOSOBJECTIVESeller Education & OLX mobile Experience to potential Users @ various touch points.
APPROACH• Engaging with prospective users through FOS (Feet on Street) at touch points where we could get
maximum mind share. • We would be Hiring FOS on a third party Payroll for 3 months to do some Pilot activities on
ideas(some of them mentioned in PPT) which we intend to execute. • All ideas which seem to be scalable and doable could then be executed at scale through identified
Partners or in-house by expanding the current module
INSIGHT
• Targeting consumer @ touch points where we could have maximum mindshare • It would lead to better understanding & usage of OLX.in. For example- New & used Car
Dealerships, Furniture Stores
LIST of Potential Ideas for FOSCar Dealerships• Leveraging walk in customers of New Car Dealerships. • Most of the customers looking to buy a new car would be having a need to sell off their pre-
owned vehicle. • FOS engages these customers @ exit and helps them try OLX gaining the maximum related
mindshare. Retail Chain Activation• FOS engaging with walk-in consumers of big electronic chains, Home & Furnishing chains
(Home Centre, Home Saaz etc.). As a sizable chunk comes to these centres to upgradeYoung Parents• Taping young parents (with lots of kids stuff to dispose) @Touch points such as Play Schools &
Nurseries. PSUs• Engaging PSU employees @ their office locations/Residential blocks since they have a
transferable job and are potential movers to OLX
FOS Ideas…………ARMY• Since army personnel’s hoard items during their service tenure (due to the abundance of space and
logistic facilities), they have a lot of items to dispose of when they need to move into the civil life. • We can tap this segment through doing Activation programmes in Army canteens (figure out a way
to approach such individuals) through FOS.EXPAT Community• Metros have a huge working expat community which has a classified need to sell off their used
stuff.• Expats could be targeted via embassy and cultural programmes organised by their respective
communities. • Also certain hospitality centres with regular expat footfall could be targeted. We will have tie-ups
with cultural councils, embassies, restaurants etc. to do a FOS activation Program.CCD• The activity is a CAFÉ COFFEE DAY activity that aims to leverage the walk in consumers of CCD. • Communicating the message through Tent Cards & engaging the consumers through a promoter
led Activity. • OLX communication about its Ease of Use would be done by placing Tent Cards on all tables of the
Café. • A promoter would try to engage with the customers on those tables (with their permission).Gyms & Fitness Centres• Doing a FOS based Activity in the morning & evening hours with a basic branding activity
PROCESS FLOW for FOS
Hiring• Hiring FOS on third Party Payrolls.
Enablement
• Training FOS about OLX, how to approach customers, training on use og Gadgets(TAB,CAmera etc.)
• Empowering the FOS with Tabs, and requires hardware if any
Activation• Initiating execution of ideas through the FOS.
EVALUATION
• ALL activities to be monitored & Evaluated on a weekly basis to ensure Quality, effetivity & Efficiency.
FOS in NUMBERSACTIVITY IN NUMBERS• Outreach per promoter per day- 100• Interactions per promoter per day-40• Expected app downloads(10% of total outreach) per FOS per
day-10• Individual postings per FOS per day(20% of total outreach)-20• Total outreach per month per FOS(25 days)=25*100=2500• Total engagements per month=25*40= 1000• Total App downloads per FOS per month= 25*10=250• Total Individual postings per FOS per Month = 25*20=500
HIRING PLAN• Initially we would like to start a Pilot for 3 months. On the basis of the 3
months evaluation we may further enhance the Program. • We can start with 5 FOS for the first month and basis evaluation increase the
number to 15 as per the success of the Activity. Also these FOS on third party payrolls would also be employed in all Ground Activation initiatives taken by us or through vendors(instead of Daily promoters used by Vendors).
• This would ensure quality interaction I all our engagement programs. Below is a estimated Expectation Matrix for the same.
COSTS(INR)FOS 1050000GRATIFICATION 175000Permission 200000MISC 100000TOTAL COST 1525000Total Individual Postings 17500Cost per Posting 87.14285714
Number of FOS
Man-days /FOS Cost (@ 30000 per FOS)
Total expected outreach(100 per
FOS per Man-day)
Expected App Downloads(10%
of total outreach)
Expected Ind. postings(20% of total outreach)
Gratigication @ INR 10 per posting
Month 1 5 25 150000 12500 1250 2500 25000
Month 2 10 25 300000 25000 2500 5000 50000
Month 3 20 25 600000 50000 5000 10000 100000
Total 1050000 87500 8750 17500 175000
ACTIVATION through PARTNERS
Activation through PartnersOBJECTIVE-To create the buzz among consumers, encourage consumer to download OLX App in their mobile Handset and incentivise consumers to post their ads / requirements (if any)and share their experience.
APPROACH- To do Activation programs in coordination with specialized BTL & Activation vendors
INTENT- Market Development @ scale across major locations & identified TG’s
INSIGHT- Identify Agencies to work on innovative ideas to educate potential OLX users and motivate them to engage with OLX through trials & app. Downloads.
PROGRESS • Met multiple agencies, briefed on intent• Evaluated proposals & ideations from respective agencies• Shortlisting on proposals in progress• Evaluation basis Innovation, Idea, Execution & capability• Final meeting to commence next week along with Gaurav &
Irwin to finalize on Activities• Initiated meetings with Agencies with retail chain tie-up &
promotion expertise to activate multi level programs in retail chains
• Brief given to OZONE wi fi regarding activations through wi fi zones across Hospitality chains
TG Verticals
• Proposals received on basis of 3 TG verticalsCORPORATERESIDENTIALHIGH STREET
CANDID MARKETINGCORPORATE ACTIVATION IDEA
Corporate Activation Idea(Candid)
Campaign Name- SELL SMARTThe idea is to promote the TG to be the “SMART SELLER” and clear the air of the doubts and educate people about OLX
“Smart Seller” Snap Shot
Program
Pre Hype
Branding
E-mailers
On-Ground
Shopping bag
Engagement activity
Online
Activity in aNutshell
The promoters record the data of the participant and moves on to the next participant
Promoter will then guide the TG to install the OLX app on their smart phones
Simultaneously, promoters will give a demo of the OLX app to the TG on their tablet
At the same time our promoters will help the participants place their ads on OLX bag
They will engage the TG in a quick activity
OLX promoter will approach the TG around the setup
A huge bag size(8’x6’) is placed at the setup with OLX branding
Direction Boards placed at the Corporate guiding people to the OLX Activity
A day prior to the activation, tent cards & calendars will be placed at every workstations(BE A SMART SELLER)
2 days prior-mailers will be sent to every employer of the company
Setup & Engagement• Place Direction Boards at the Corporate(Stand alone campuses) guiding people to
the OLX Activity• The main purpose Direction Board is to create excitement & to direct the visitors to
the activation area• A huge bag size(8’x6’) is placed at the setup with OLX branding• Standees will be placed around indicating the brand proposition • Promoter provides pictures of different products and asks the customers to guess the approximate cost of the same(PRICE IS RIGHT)• As a person predicts a cost, promoter shows them the actual product and actual cost on the site • TG is encouraged to download the app and explore various options
Digital Amplification & Gratification
DIGITAL AMPLIFICATION• Once the participants post their ad on the shopping bag• They will be asked to click a picture and post it on their FB account saying “Sell Smart
with OLX ”• Winner is judged on the basis of likes and comments they receive on their status
within a given time.• Winner get a gift hamper from OLX
GRATIFICATION• It is an interesting fact that we can use calendars of yester years for the current year• Year 2013 calendar is exactly the same as of the following years 2002, 1991, 1985,
1974, 1963 ect• For gratification we use calendars of the year matching the year 2013• Thus strengthening the concept of effective usage of unused stuff
Evaluation
• INR 750000/-Expected
Cost•Corporates tapped- 10•Contacts-3000•Trials-2000•Cost per contact-INR 250•Cost per Trial- INR 375
Expected outreach
• Good in Innovation & creativity• Is one of the top BTL agencies with good credentials• Reference checks to be done
Agency Expertise
RESEDENTIAL ACTIVATION IDEAS
RWA IDEA (Riya communications)
RATIONALE- • We Indians are hoarders, emotional and we believe in Vastu & Astrology.• As per Vastu, unused stuff lying in households hampers prosperity. • The idea is to find out unused stuff lying in housed and trigger them to sell
them on OLX since they are hampering their prosperity.
Pre Hype
Pre hype to be created
in identified RWA’s(by sending
invites) for a free Vastu
consultation on a
specified Weekend
Activity
A Vastu related Set up placed in RWA’sA vastu
consultant (hired by agency)
would give free
consultations to the residents.
For the consultatio
n the consultant
makes residents fill up a
form about the
unused goods lying in
their house for
3,6,9,12,18,24
months..
They are asked if they are
prosperous enough
or they do want to prosper
more
The Vastu specialist helps the resident
correct his residence vastu and also tells
the resident to clear
the unused
stuff that might be hamperin
g his prosperity
.
OLX promoter
then guides the resident to download our mobile
app & post/Post through
tabs.
MARKET ACTIVATION IDEAS
EVOLVE BRANDSMARKET ACTIVATION IDEA
Market Activation Idea (Evolve)PLATFORM
Create surrogate buy/sell opportunity on a high streetVENUE
High street, Apartment Complexes, Mall PROPS USED
• Olx branded Hand Cart or Mobile Transparent van loaded with wares• Wares include toys, miniature vehicles, artificial jewelry, DVDs, watches small IT stuff,
sporting goods etc• Each product will be tagged with a Name, City(indicating it belongs to someone, whereas it
will be actually new)• Emcee on a sound system • Sales Assistants to manage cash sales• Promoters gathering crowd with mini-leaflets to distribute• OLX Branding• Over the Top branding with clear aspects of Everything available; At Best Price; All The Time
Market Activation Idea (Evolve)……..
MODUS OPERANDI• Create a hand cart/Mobile van with hundreds of wares out for deal.• The wares showcase that olx has everything on offer all the time.• Pre activation permission obtained from location• Invite audience for a live buy at attractive & unbelievable price points.• Emcee attracts crowd, promoters distribute leaflets with indicative item on sale• Crowd gathering and people asked to pick up stuff at unbelievable prices.
– For eg. A Miniature bike at Rs.10; A DVD at Rs. 5, Artificial Jewelry at Rs. 10 etc; essentially items which no one should mind instant buying
– We estimate to sell around 300-600 Items every activation day, depending on duration of 3 hours to 6 hours.
– Easy buyer is given a leaflet that more of such stuff is available for real on OLX.IN. – Additionally crowd is asked to download OLX App on Mobile phone and win surprise
on the spot prizes.
Market Activation Idea (Evolve)………….
Indicative creative (the branding and other elements can be customized basis final discussion)
Evaluation
• TBDExpected
Costs• Outreach-10000• Contacts- 4000• Trials-1000• Malls-3-4
Outreach
• Good on Creativity• Execution credentials to be evaluated• Is not a big agency so would be low on costing
Evaluation
Project Shopping BagOBJECTIVEExtended Brand recall+ education to potential users @ various touch points.APPROACHLeveraging walk in customers at shopping locations. To offer free recycled shopping bags to potential OLX users at retail shopping outlets. INSIGHT
Targeting consumer @ entry points of various retail shopping outlets where we could offer them free OLX branded Shopping Bags. The consumers at such points would need it, since he might have to pay extra money for those bags to carry his goods. He might then use this bag for his future shopping and Carrying needs thus enabling extended OLX brand recall in his daily life. IDEA• The activity aims to leverage the walk in consumers of retail shopping outlets like big bazaar, modern bazaar, grocery
stores etc. Usually these stores now charge for a carry bag. Thus OLX offering free Carry Bags at these outlet entries would be of great help to these customers. An OLX branded bag (that could be reused multiple times) would enable us to be as a source of permanent brand recall to these people whenever they go for shopping.20 locations to be identified across Delhi-NCR where a promoter would be offering these bags to potential OLX users. In the meantime for all enquiries the promoter be educating the customers about OLX(ease of Use) and would be distributing OLX pamphlets along with the Bag.
• An option of OLX app download to get a free Shopping Bag will be worked out.ACTIVITY• 25000 bags to be distributed across 4 metros through @ retail outlets• Promoters to selectively distribute OLX Branded Carry Bags to potential OLX users on Successful App download• Activity to carry on weekends & Public Holidays• 1 Promoter per Outlet
STATUS• Samples collected• Couple of samples shortlisted• Enquiries to Kolkata based mfrs. Sent, reply awaited• Creative briefed to Abhishek
BUDGETS• Bags-INR 1250000/-• Distribution Cost- TBD
Some sample Bags
BUDGETING
Vertical Cost(INR)
FOS 1525000
Corporate(10) 750000
RWA(15) 500000
Shopping Bags 1250000
Total 4025000
Competition(QUIKR) on Ground
• Quikr recently held college activations across four cities. It was done in Thakur College in Mumbai, Amity University in Delhi, Symbiosis in Pune and Hindustan College in Chennai. It was conceptualised by FoxyMoron. This activity engaged about 4500 students across the four colleges and was executed by Future Promos & Events.
• Quikr doing on ground promotion @ Joggers Park in Mumbai• Ambient Branding in NCR (SRS mall Faridabad)• Used Car mela @ East Delhi Mall, Vaishali, Ghaziabad
Quikr On Ground Pics
THANK YOU
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