citrus czars lime 7 iimb
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HUL LIME Season 7 Campus Final PPTTRANSCRIPT
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A Presentation by
LENSKART MOBILE CASE ANALYSIS AND RECOMMENDATIONS
CITRUS CZARS Chetan Varma Subramanian G. Deepanshu Pattanayak
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Understanding the Consumer
An adult between 18 and 40 years of
age, living in a Tier 1-3 city in India,
requiring eye-wear for medical and/or
fashion needs; the share of wallet of e-
commerce is significant and increasing
year after year for this consumer.
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Understanding the Consumer Spectacles: Drivers of Purchase Fashion eye-wear: Drivers of Purchase
Fashion trends Hedonic/Style needs Brand/Celebrity endorsement Impulse based on design, look and feel
Recommendations of an eye specialist regarding frequency of eye check-up and change of lens (40% of the respondents)
Problems with vision and/or existing spectacles (60% of the respondents)
Mobile App
Usage Behavior
The consumer installs an App that he/she would like to use.
However, if the App is not frequently used, the consumer uninstalls or
removes the App.
In case of Lenskart, the consumer purchases eye-wear once in every six
months (fashion eye-wear at an even lower frequency). In the meantime,
there is no use for the app. Therefore, the consumer uninstalls it.
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Understanding the Consumer
Barrier to
Installation
What additional features is the app providing? Id rather shop on the website
Why do I need to keep an app when I purchase eye-wear once in 6 months at best?
I currently buy at my own discretion but would ideally prefer an experts recommendation
Barrier to
Retention
Barrier to
Conversion
Key Consumer Insight
Consumers will only install those apps that provide greater value than do websites, and provide utility frequently (on a weekly/monthly basis).
Key Consumer Need Gap
Though purchasing eyewear online is convenient, consumers still consult an expert (an eye doctor) first before making the purchase and often times seek their recommendations regarding the brand
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Our Big Idea
do more than just selling eye wear
We are responsible for all your eye-care needs on the go!
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Marketing Strategy
Drive App Installation through Communication T y p e o f C o m m u n i c a t i o n T o u c h p o i n t ( M e d i a m i x ) H o w t o l a n d ( P r o m o t i o n )
Marketing Collateral (Posters and Banners)
Eye Clinics (there is typically a high
waiting time during which patients normally engage with their mobile phones)
Posters and banners have a QR
code which can be scanned using
mobile app alone to redeem
benefits such as discount on first
purchase and extra free trial before
purchase
Eye specialist prescription Eye Clinics Prescribe eyewear using augmented reality stickers which
can be scanned only using app.
Customer testimonial videos/stories
Online media (social media)
Customers share their experiences
with the mobile app and its value
add.
Retargeting ads Online media (social media)
Position the mobile app as a
Personal eye specialist in your
pocket
TV Commercials Television, YouTube Ad communicating value provided by the mobile app
If sight details are not provided during registration on App, a free eye check-up can be availed.
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Marketing Strategy
Drive Retention through Engagement In-app notification regarding free eye check-up by Lenskart at your home/office six months from the date of purchase of eye wear
In-app notification (biweekly/monthly) regarding latest fashion trends in eye wear
In-app reminders to consult a doctor or eye specialist ahead of lens expiry
Provision to book appointments with eye specialists exclusively via App (in collaboration with eye specialists)
Notifications (monthly) providing useful customized information regarding eye care specific to users problems exclusively on App
Vote your favorite new design for fashion eyewear
#LenskartCoolSelfie
contest post a pic of you wearing your newly
purchased fashion
eyewear, get likes, win
prizes
Engagement through
In-app notifications
Engagement with
Eye specialists
Engagement through
Eye care information
Engagement through
Social Media
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Marketing Strategy
Drive Conversion through purchase triggers
Prompt for free eye check
up ahead of contact lens
expiry date
Eye specialists prescribe
Lenskart for eye wear
needs of the consumer
Use historical data to
understand degradation of
each type of lens and
predict expiry date
Prompt for free eye check
up six months from the date
of purchase of spectacles
Partner with well known
eye specialists
Use consumers purchase data to keep track of
consumers eyewear purchase
Purchase triggered due to
pro-active service which
drives up loyalty
Purchase triggered due to
trustworthy experts recommendation
New Purchase Repurchase
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Day 1 13 25 37 49 61 73 85 97 109 121 133
Close Project Kick-Off
60 days Launch new mkting campaign
We are responsible for your eye-care needs wherever you are!
80 days Develop database and analytics
capabilities Provide personalized notifications based on analytics
60 days Partner with big eye clinics and
eye specialists
Commission to prescribe Lenskart products
90 days Tie up with specialists for doctor appointments
60 days Tie up with small time eye specialists
to generate content for in-app notifications.
Marketing Plan Timeline
To put up posters in clinics
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T H A N K Y O U