marketing strategy service segment
TRANSCRIPT
MARKETING
STRATEGY – SERVICE
SEGMENT
PRACTO | LYBRATE | HOUSE JOY | JUST DIAL
Gopika Jhunjhunwala
PRACTO MODEL
Doctors Patients
Practo Ray Practo Search
PRACTO JOURNEY
PRACTO GROWTH
SUCCESS
• Asia’s No.1 doctor search engine
• 90% market share among more than 10 players
• 100M searches on Practo Search
• 40 M+ appointments/year
• Presence in 35 cities
• 2,00,000+ healthcare practitioners
FUTURE
• Plans to expand its services to 100 cities
• Plans to venture into more overseas markets
• More acquisitions this year in futuristic
technologies such as machine learning,
genome technology, wellness and fitness
• Expected to breakeven by next year
REVENUE MODEL
Software sales to hospitals and clinics
Hardware sales, comprising sales of tablets that are used by doctors
Sponsored listings on the Practo platform
Advertising on its portal (Similar to Google Adwords)
MARKETING STRATEGY
•Focus on first 50 doctors was from product management perspective than customer acquisition
Product Market Fit
•Searched doctors open to technology
•Did not try to engage with the late majority or the laggards
Early Adopters •Targeted only dentists in Bangalore
•Later expanded to other geographies and kinds of doctors
Market Segmentation
•Customer need assessment for one and half year
Customer fit
PRACTO- FOR DOCTORS
Product
Price
Place
Promotion
•Practo Ray
•Subscription based Saas model
•End-to-end cloud based services
•Data portability feature
•Practo Search: Basic listing is free
•Practo Ray: Two price points
•Rs. 999 per month
•Rs. 1999 per month (Includes a cloud telephony IVR system)
•Touch Points
•Website
•Mobile app
•Offline Promotion: Feet-On-Street
•Presently 600 people; Expanding to 1500 by year end
•Physical verification
•Churn rate: Low
PRACTO RAY AD(2012)
PRACTO SEARCH
PRODUCT
PractoSearch
•Doctor discovery platform
•Allows contextual advertisements ( Similar to Google search)
•Digital medical records, consultation, health tips
•Book Uber cab for appointment
•Also have diagnostic labs, wellness centres like spas and salons
•Zero referral fee policy
• Integration with Twitter(April 2016) – Send health queries @AskPracto Twitter handle
What next?
•Segregation- Separation of allopathic and alternate medicine
•Data accuracy- Presently 2 % data is inaccurate
•Guarantee Scheme-
•99.6% of consumers have a seamless experience
•1,000 rupees as penalty and book an alternate appointment
OTHER P’s
• Listings are absolutely free for the patientsPrice
• Two touch points
• Website
• Android AppPlace
• Primary target group:Consumers in their late 30s and early 40s
• Aims to solve a bigger problem by providing access to better healthcare across socio-economic groups.
Target Group
PROMOTIONAdvertising and Marketing Budget
2015- $10 million
Campaign Objective
To make people comfortable with the concept of
booking an appointment with doctors online
Campaign Central Theme
• Funny side of an otherwise grim situation
• The ease of use of this service
Channel Mix
• Digital-heavy strategy
• Evaluating traditional media channels like
television, print and radio
MARKETING CHANNELS
• TV Ads, Radio, Print
• Wall posters in clinics
• Brand name in prescription form
• Word-of mouth
Traditional Channels
• SEM
• SEM
• Social media-Facebook, Twitter
• Company Blog
Digital Channels
CAMPAIGNS
Brand Campaign
• ‘Life Mein’ campaign
• Supported by radio, tv, digital and social media activity
• Highlighted Practo's 'patient first' approach as a brand
Social Media
• #Call mom Now(May 2016)
• #ThankYouDoctor(March 2016)
• #HealthyBreakups(Feb 2016)
• ‘If you could sing to your doctor’ digital campaign (Sept 2015)
EARLIER CAMPAIGNS
2012 2013 2014
2015 CAMPAIGNS
#Lifemein #ThankYouDoctor Bollywood Dia-Labs
‘If your doctor could sing to you’‘If you could sing to your doctor’
CTR increased by 4.2
2016 CAMPAIGNS
#InternationalYogaDay #GOT #HealthyBreakups
#ASKABOUTCANCER
CAMPAIGN
Launch of the Practo
Consult Live Session
(Feb 4,2016)
People invited on social
media to ask questions
Success parameters:
Campaign reach: 1.75M
Shares:1700 people
Conversations:5,000
Twitter:46M
PERFORMANCE
ANLAYSIS
Country Rank-410
Total visits-3.9 Million
Avg visit duration-00:06:08
Pages per visit-5.85
Daily income-$ 3,139
Search
• 93.52% organic searches
• 6.48% paid searches
Social
60.43% from FB
22.36% from Youtube
JOURNEY
$1.23 million
seed fund
App launched
Aug 2014 Jan 20152014 July 2015
$10.2
million in
its Series
A funding
Extended its
service to FB
messenger
May 2016
Lybrate was
founded
SUCCESS
RECENT LAUNCH
Lybrate bot:
• Launched its chatbot on Facebook
Messenger in May
FUTURE EXPANSION PLANS
• Plan to bring 500,000 doctors on board
• Increase reach in Tier-II and III cities
2016
• 100,000 doctors and health experts
• Ratio of allopathy to alternate medicine
is 65 to 35
• Doctor-patient interactions: 5M monthly
• 300-400 consultations daily
• 60% of the users are from metros and
40% are from Tier I, II and III cities
LYBRATE FOR DOCTORS
PRODUCT
• SaaS CRM solution
• Billing, prescription and appointment
management
• Accessible on mobile as well as web
• 5-15% of the fees as internet handling fee
Lybrate.com
• Allows contextual advertisement
• Increases their presence and eliminates the
one-zone geography in which they practice
PRICE
Lybrate cube
• Rs 899
• Manage your Practice: Billing and Payments,
Expense Management, Electronic Medical
Records
Lybrate tab
• Rs 1349
• Premium in-clinic experience: Patient Self
Registration, Real-Time Feedback, Patient
Education Videos
DOCTOR MAGAZINES
SOCIAL MEDIA
PRODUCT
Lybrate.com
• One-on-one consultation with a doctor
• Text, video and voice chat facility
• Anonymous for users but doctors have to share their real identities
• Uses machine learning algorithms to connect the question to the right kind of doctor
• Response time: Within 24hrs
• Services: Booking a slot for lab tests and appointments
• Health Feed: Consists of health tips on 400 topics
Lybrate lab+
• O3O marketplace model (Online-Offline-Online)
• Consult online, book for sample collection from home and share the report with the doctor
• Over 2,500 lab tests in the cities Delhi, Mumbai, Bangalore
OTHER P’s
• TYPE OF CONSULTATION
• Free or paid consultation
• PROPORTION OF PAID CONSULTATION
• Less than 10 per cent of the total consultations are paid
• AVERAGE CONSULTATION FEE: Between Rs. 200 to Rs. 350
PRICE
• DIGITAL MEDIA
• Extensive digital campaign in the form of advertisements
• Indian Medical Association's Digital Partner since 2015
• NON-DIGITAL MEDIA
• Exploring options of employing non-digital means
• Idea is to widen its reach in Tier I, II and III cities which consist of 40% of its users
PROMOTION
#SAYNOTOSELFMEDICATION
CAMPAIGN
Conducted a survey and found the
following facts:
52% Indians indulged in self-medication of
which-
• 49% cited time constraint as the reason
• 30% said it was because of high
consultation fees
Connected with about 2,000 chemists in
Delhi-NCR to “educate” them against
directly prescribing medicines to patients
TWITTER CAMPAIGNS
7 DIN. BELLY IN. #IfOnlyTheyHadLybrate
2015 FB CAMPAIGNS
5 Reasons Smoking Is Good Super Fact of The Day
2016 FB CAMPAIGNS
The #7DeadlySins to avoid #HappyValentinesWeek #RealCricketFan
PERFORMANCE
INDICATORS
Country Rank- 1929
Total visits- 1.1 M
Avg visit duration- 00:02:26
Pages per visit- 2.1
Daily income-$ 3,139
Search
• 94.48% organic searches
• 5.52% paid searches
Social
64.96% from FB
27.93% from Youtube
JOURNEY
Housejoy
was founded
Series A funding
of $4 million
Series B funding
of $23 million led
by Amazon
June’15 Dec’15Jan’15 Jan’16
Launched
iOS app
Acquisition of
MyWash and
Orobindo Fitness
Feb’16
ACHIEVEMENTS &
GROWTH PLANS
10,000 service
providers
1500 queries daily which is twice the
industry average of 757 per day
4500 transactions
in a day
50,000 service
providers in one
and half years
1,00,000 jobs
per day in one
and half years
Present across
13 cities
COMPETITORS
Laundry category: Urbandhobi,
Doormint, Wassup
Listing companies: Justdial
Apps: HelpChat and Bro4U
Category companies: Urbanclap,
Qyk, LocalOye, TaskBob, Mr. Right
Problem
• Availability: Difficult to find them specially in a new place
• Reliability: Do not know when and if they will come
• Quality: Most people have to compromise on the quality
Value Proposition
• Hyperlocal matching of demand and supply
• Provide the entire customer experience
• Take full responsibility of the service provided in addition to reliability and quality
MARKETING MODEL
Revenue Model
• 10-30% commission for every transaction
• Profitable services:Plumbing, electrical, carpentry, beauty, laundry
• Profitable cities: Bengaluru followed by Delhi and Mumbai
VENDOR STRATEGY
• Hybrid model
• Some service providers are on payrolls(Beauty category)
• Rest are hired through certified service providers or individuallyRECRUITMENT MODEL
• Online and offline research for on-boarding new vendors
• SalesforceMEDIUM
• Background Screening
• Certification provided by third party PROCESS
• Base Salary
• Skill enhancement training
• Extending financial services through microcredit agenciesBENEFITS
• Tool having invoicing features(Qyk and LOcalOye)
• Etiquette and grooming lessons(Mr. Homecare)
• Accident insurance, Award recognition (DoorMint)COMPETITOR OFFERINGS
• Company: Consistent service quality
• Servicemen: Guaranteed jobs and salaryVALUE GENERATION
MARKETING
Advertising and Marketing Budget
2016
30-40% of $23 million raised in
December for 360-degree marketing
campaign, customer acquisition, and city
and category expansion
2015
Spending 40% of its budget toward
marketing in the festive seasons of
October and November
Non-Digital Channels
• TV Ads, Radio, Print
• Wall posters in clinics,Brand name in
prescription form
• Word-of mouth, ATL, BTL
• Referrals, Loyalty programmes
Digital Channels
• SEM and SEM, Online Ads
• Social media-Facebook,Twitter
• Blog- Fitness myths, Makeup hacks
•At-home beauty services
•Qualified fitness and yoga trainers
•Range of home repair and maintenance services
•Helps to cross-sell customers to other categories
Product Variety
•Digital background verification
•Stringent identification checks
•Police verification certificate
•Monitor performance by customer feedback
Quality
•Free first visit when the professional gives the job quotation
•Within 2 hours of making an appointment
•SOS button on our app
Services
• Insures the jobs that have been completed
• Insurance of Rs 10,000 (electronic appliances)
•30-day guaranteeWarranties
MARKETING MIX
PRODUCT
PRICE
SUBSCRIPTION MODEL
• Laundry and fitness
• Demand becomes predictable; this helps to plan supply
ON-DEMAND MODEL- In other categories
LIST PRICE
PAYMENT PERIOD
DISCOUNTSCOUPONS
Coupons on Grabon
Coupon discounts on the Housejoy.com site
BASIC SERVICES: Plumbing and electrical work
• Inspection fee of Rs 100 or Rs 250 for others
STANDARD JOBS: Pest control
• For a 2-bedroom apartment, the charges are around Rs 900
EXTENSIVE JOBS: Home cleaning services
• Average fee is Rs3000-4000.
ATL AND BTL
Newsletter
(Direct Response / Mailers)Email Marketing
BTL Activities ATL Activities
Tweaked quotes
or actual quotes+
Hashtag+ Link
Header
Representation
HouseJoy CTA
SAVE MONEY. SAVE TIME. SAVE EFFORT
Save Time Save Money Save Effort
2015 CAMPAIGN
Freedom from all woes
• #ChennaiRains(Dec, 2015)
• Offered services free of charge
• Missed call to 8655019960 to book for inspection
• 30 volunteer workmen were on duty in the areas
2016 CAMPAIGN
Holi Madness #TalesOfJoy #DontPanic
CUSTOMER SEGMENTSThe House Owners The New Movers The Party Host The Holidayers
Context Refurbishing the houseWe’re moving into a new
house
This weekend I’ve invited
some guests
We’re going on a month-
long trip abroad
Motivation
There are electrical
fittings to be checked and
fitted and a lot of clearing
and cleaning
I don’t know the place yet.
There are electrical fittings
to be checked and fitted,
and a lot of cleaning
I want to keep the house
looking good before and
after the party
I want the house to be
ready when we return
Mental modelI will search for local
listing in newspapers
I will search sites like
Sulekha.com to find the
best fit agencies for the job
Last time, I hired
housecleaning boys. But
if the party extends late
night, I am done for!
Take a risk and trust the
agency I find online
Decision maker Male/Female Male Female Male/Female
Tech-savvy who can use app and website
Working class population
• Can not spare much time locating repairmen
• Affluent so did not mind paying extra for easy services
TARGET GROUP
EXAMPLES OF
POSITIONING
DELHI CHANDIGRAH
Choice of
Media
Radio ads Newspaper ads
Reasons
Known for fast life and multi-tasking
Omnipresence of radio
Spend their leisure time with radio
Known for peaceful life
wide reach
Considered more reliable
Media VehiclesFever FM and Radio City The Tribune
Creatives
Described how much easier life gets with Housejoy
and the precautionary procedures taken by the
company
Display ad emphasizing on
the Housejoy colours
Media Plan
Ad had two parts-30 secs and 20 secs
Played for 20 days in the peak hours, both morning
and evening
Sunday Tribune
PERFORMANCE
INDICATORS
Country Rank- 2876
Total visits-446.7K
Avg visit duration- 00:06:05
Pages per visit- 4.8
Daily income-$ 3,139
Search
• 58.97% organic searches
• 41.03% paid searches
Social
93.48% from FB
2.34% from LinkedIn
WEB TRAFFIC (4/7/16)
33124
PVPU=2.7
1.4
35
NEWS
JUST DIAL
SUCCESS
16.3 million listings
62,748,862 reviews and ratings
368,800 campaigns
100million unique visitors(Dec,2015)
Total app downloads of 8.6 million(Dec,2015)
EXPANSION PLANS
Plans to enter the South-East Asian market
starting with Indonesia and then West Asia
BUSINESS MODEL
SME registers with JD
JD verifies information
Caller asks for information
Sponsored results sent through various mediums
Caller buys the product of sponsored clients
JD earns a % of sales
Revenue generation stage
VENDORS
PRODUCT
• Plug and play cloud hosted system
• Features
• Create your own microsite and app
• Real-time inventory and order tracking
• Placement of stock-up orders to distributors
• Generation of business analytics
• Access to Just Dial’s (JUST IN, Rs 537, Underperform) own market place
• Android/Microsoft platform
• Total signups: 2000 without the help of the sales team
JD Omni(FEB,2016)
PRICE
• Two pricing plans
• Initial setup fee-Rs 20,000 Monthly fee-Rs 2,000 or Rs 3,500 a month
• Initial setup fee-Rs 20,000 One time licence fee- Rs65,000(Introductory price) and Rs 99,00 (listings on JustDial for three years)
JD Omni
• Free listing
• Fixed price advertising-Charged a specific amount on a contractual basis for customer references
• A percentage of the sales
JD Search Plus
PRICE MODEL CHANGES
Before 2008
Option of web or voice search or both
Three different payment plans
• Silver- Plain listing where company’s name is randomly shown
• Gold- Company’s name comes in the first three options
• Platinum- Premium listing which was custom-built to the subscriber’s needs
2008- 2009
Company moved from fixed price advertising to pay-for-performance given the market conditions
Revenue took a hit because of the difference in the definition of performance
Post 2009
Fixed price advertising with changes
Listing on both the platforms
Customers could pay in weekly and monthly installments
Number of subscribers went from 40500 in March 2009 to 1,20,200 a year later
PROMOTION
SALESTEAM DATA
• Presently 500 sales people
backed by 500 telesalespeople
• Planning to hire 2,000 people
by FY17
• Targeting a breakeven of a
salesperson to be 45 days and
not the usual 90 days
CHANNELS
• BTL advertisement- Placards at
businesses and reviews at
merchant establishments
• Word-of-mouth marketing
• Amway style campaign
• Just Dial Ambassadors
(Marketing executives), Feet-On-
Street, Telesales executives
METRICS
Campaigns: paid featured listings/
recommendations on JustDial’
search
Revenue:₹700 crore this year
Profit: ₹130 crore
Growth: 20-25 per cent
Rs 4870 per paid campaign
11% increase in the number of
campaigns from the previous
quarter
.
METRICS
Phone based directory
Internet based modelMobile search
serviceSearch Plus-Search
to transactions
MARKETING MIX
PRODUCT
Offerings
• Integrates 24 services on a
single platform
• Updated user interface
• Voice search option
• Loyalty points section
• 24X7 with multi-lingual support
Discounts
• Collaborated with Zomato to
provide food coupons
Pipeline products
• JD social
• Just Dial Guaranteed
• JD cash(with Axis bank)
OTHER P’s
• Search
• Free search costs
• Ordering cost
• Charge Rs 50 on any order below Rs500
PRICE
• Multiple platforms
• Internet
• Mobile apps (Android, iOS, Windows and Blackberry platforms)
• Telephone (Voice)
• Text (SMS)
PLACE
PROMOTION
2011• 15-20 crore
• 4 ad campaign featuring Amitabh Bachhan
• Message: ‘Kuch Bhi Kabhi Bhi Kahin Bhi aur voh bhi Free’
• Advertised heavily during Sony's KBC shows
2014-2015
• IPL sponsorship as an official partner of Royal Challengers Bangalore in 2014
• Associate sponsor for Delhi Daredevils in the IPL 2015
2016• Rs 100 crore marketing campaign
• No cricket sponsorship deals
• 75% on television ads and 25% on digital ads
• Regular ad spend would be to the tune of 4-5 percent of revenue
TRADITIONAL
MARKETING
8888888888
A super easy number itself helped in promotion
TV ADS
• Amitabh Bachhan and Boman Irani ads
• IPL ads-”With this app you never pay more”
RADIO ADS
Multilingual ads in Bengali, Marathi, Tamil, Kannada
EVANGELIST PROGRAM
A person around 20 years old, tech savvy who would help
download the app and teach about the interface
PRINT ADS
DIGITAL MARKETING
2016
DIGITAL MARKETING
#NewYearwithJD
PERFORMANCE
INDICATORS
Country Rank-61
Total visits-32 Million
Avg visit duration-00:03:16
Pages per visit-3.66
Daily income-$ 3,139
Search
• 92% organic searches
• 8% paid searches
Social
81.59% from FB
10.13% from Youtube
THANK YOU