Digital Gratification &Amp; Innovation In Rural Marketing2

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Digital Gratification &Amp; Innovation In Rural Marketing2

  1. 1. Digital Gratification& Role of New Emerging Technology, Media & IT for Rural Marketing<br />4th Sept. 2009<br />
  2. 2. Contests & Promotions<br />Rural marketing Needs & Challenges :<br /><ul><li>Target mass market
  3. 3. Prohibitive logistic costs
  4. 4. Easy to communicate
  5. 5. Requires least education/training
  6. 6. Low cost of participation to consumer
  7. 7. Low cost per reward in order to have large number of rewards with-in budget leading to maximum participation
  8. 8. Absence of options like on ground campaigns, PC, Internet etc.
  9. 9. National in nature but local in content
  10. 10. Universal appeal</li></li></ul><li>Target Mass market<br />What can be offered that is of relevance to all?<br />The phrase “Roti, KapadaAurMakaan” has now graduated to “Roti, Kapada, Makaanaur Mobile”<br />Can some thing be done that has an element related to mobile of consumer?<br />Again even for mobile, mass market nature of product has to be kept in mind and not some thing that is beneficial only to “Smartphones”<br />
  11. 11. Low on Logistic Cost<br />Distribution costs are higher<br />Promotion cost can become prohibitive on logistic costs alone<br />Is there a method of providing reward without physically reaching the end consumer?<br />Can it be effective?<br />
  12. 12. Easy Communication<br />Communication required in different language<br />It must be understood easily for participation<br />
  13. 13. Least Education & Training<br />Cannot afford to have luxury of typical on ground promotions and campaigns involving promoters, leaflets & demos<br />Simple to execute otherwise will fail<br />
  14. 14. Low Cost to Consumer<br />No filling of slogans, forms<br />No despatch to a place for lucky draw/ contest<br />Should finish in seconds<br />
  15. 15. Large number of Rewards<br />Have to be small rewards yet attractive<br />Will increase total prizes<br />Will improve participation<br />Will lead to success of promotion<br />
  16. 16. Overall Execution Challenges<br />No PC, Internet, On ground promotion<br />National campaign but cannot lose local touch<br />Small rewards yet compelling<br />Instant gratification<br />
  17. 17. IMPOSSIBLE !!!<br /> I. M. POSSIBLE  <br />
  18. 18. The Innovation<br />Item selected for mass market : Mobile Airtime for all<br />Logistic Cost : Cost of an SMS<br />Communication : “Buy More Talk More”<br />Education / Training : Simple SMS<br />Low Cost to Consumer : No expensive Short Code, use Long Code<br />Low Cost to Company: Small Airtime Sachet <br />National in nature but local in content: Airtime and local film content<br />Compelling: For 100% gratification, with-in seconds reward is given<br />
  19. 19. The Campaign<br />Scratch Card inside the item<br />Consumer has to send this scratch card to a long-code e.g. 9870 888 888<br />Max. cost of sms is between Rs 1 to 1.50 per sms (affordability)<br />IT Backend detects mobile number, region & network provider<br />Campaign logic defined (100% gratification or draw or combination)<br />Airtime e-Top-up done from Backend or mobile recharge coupon sent by sms<br />Local Language ringtone sent based on region in some cases<br />Post-paid users given Long Distance Calling Cards<br />
  20. 20. The Result<br />Instant Success with campaign<br />Several million participated, long-code was born for low cost sms<br />Max. sms received for any campaign outside reality TV shows <br />One of the world’s first<br />Repeat campaigns<br />2008 : Coca Cola with “Sprite Kholega To Bolega”, ICI Dulux Paints, Unilever Cornetto Ice cream, Microsoft Live-Id for students<br />2009 : Unilever Bru Coffee, Axe Deodorant, Hello Colgate & so on…<br />
  21. 21. Innovation continues<br />Now long-code specifically reserved for the company exclusively<br />RBI issuing Prepaid Card guidelines opens up gratification in the form of Prepaid Virtual Cards<br />Sun Direct brought DTH recharge to small value of Rs25, opens up new segment for digital gratification relevant to rural areas<br />Prepaid Cash cards can be offered for service fulfilment of “Bill Payments, Rail/Bus Ticketing, shopping and entertainment”<br />
  22. 22. How is it done?<br />Oxigen provides:<br />Digital Services (Mobile recharges, TV Recharges , Calling cards, Bollywood content , Games ,etc.)<br />IT Transaction platform for running campaign logic<br />SMS gateway for receiving long-code messages and delivering digital gratification of Airtime, Calling cards & Bolly wood content<br />Also offered OxiCash Prepaid Wallet for payments<br />Customer Care for taking calls on field issues<br />End to end Campaign management & Support<br />
  23. 23. AboutOxigen<br /><ul><li>B2B, IT enabled transaction and payment processing platform
  24. 24. Investments from Microsoft Corporation, US & Blue Label Telecom South Africa
  25. 25. Electronic delivery and distribution of prepaid and Transaction/ Payment Management Services
  26. 26. Seamlessly networked environment through a rapidly expanding retail network of :
  27. 27. above 75,000 Oxigen touch points
  28. 28. currently at 12 million transactions a month.</li></li></ul><li>Oxigen Ecosystem<br />Un-organized Retail<br /><ul><li>MOM & POP STORES
  29. 29. GROCERY STORES
  30. 30. SMALL CYBERCAFES
  31. 31. STATIONARY SHOPS
  32. 32. CHEMISTS</li></ul>Organized Retail<br /><ul><li>CHAIN STORES
  33. 33. PETROL PUMPS
  34. 34. SUPER MARKETS/MALLS
  35. 35. INTERNET CHAINS</li></ul>Telecom Retail<br /><ul><li>TELECOM RETAIL CHAINS
  36. 36. TELECOM SHOPS
  37. 37. PCOS</li></ul>Non-Traditional Channels<br /><ul><li>HOUSING COMPLEXES
  38. 38. COLLEGES/HOSPITALS/BPOS</li></ul>SMS Gateway<br />Oxigen <br />Services<br />(Prepaid & Bill<br />Payments)<br /><ul><li>TELECOM
  39. 39. ENTERTAINMENT
  40. 40. DTH/RADIO
  41. 41. TRAVEL
  42. 42. TRANSPORT
  43. 43. ELECTRICITY
  44. 44. INSURANCE
  45. 45. E-COMMERCE
  46. 46. TOLL TAGS</li></ul>Servers<br />Online/Offline<br />Consumer<br />Oxigen Server Access<br />Phone Line/Internet/CDMA/GPRS/SMS<br />IVR<br />PoS<br />PC<br />Mobile<br />Retail Devices<br />
  47. 47. Services on Oxigen & OxiCash <br />Prepaid Mobile Recharge<br />Domestic & International Calling Cards<br />Non-Telecom Service Partners<br />
  48. 48. Oxigen Services<br />The services’ bouquet has a wide range of attractive services from diversified domains like telecom, entertainment, travel, utilities<br />Prepaid Mobile Recharge Vouchers (PIN based and e-top up) – All Operators<br />Telecom Bill Payments <br />International Long Distance Calling Cards <br />Internet and VoIP Cards<br />DTH Service - Tata Sky & Dish TV, Sun TV , Big TV & Airtel Digital<br />Satellite Radio - World Space<br />Movie Ticketing – PVR<br />Railway reserved ticketing<br />Air Ticketing <br />Bus Ticketing<br />Toll Tag Recharge<br />
  49. 49. Oxigen’s Digital<br />Network<br />Subscribers<br />Oxigen <br />Distribution<br />Distribution<br />Partners<br />Online Banking<br />top-up<br />Utilities<br />Rail/Bus/Air Tickets<br />Shopping Portals<br />Gaming Portals<br />Matrimony<br />Promotions<br />Movie Tickets<br />White Labeled <br />Services<br />Advertising<br />Agencies<br />Content<br /><ul><li>Video clips
  50. 50. Ring tones
  51. 51. Games &Themes
  52. 52. Wallpapers
  53. 53. Animations</li></ul>Applications<br /><ul><li>Photo Fun
  54. 54. SMS Sachet
  55. 55. Mail/Messenger
  56. 56. Phone Backup
  57. 57. Con call</li></li></ul><li>Oxigen recent Digital Promotions<br />
  58. 58.
  59. 59. Thank you<br />sunil.kulkarni@myoxigen.com<br />

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