Directi Business Case Study Presentation '09 Team SixDegrees - IIM Lucknow

  • 3,381 views
Uploaded on

 

More in: Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
3,381
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
0
Comments
0
Likes
7

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. table of contents background internet stats for India consumer insights segmentation targeting competition analysis positioning differentiation 360o marketing attack plan online advertizing events PR and publicity social media Interactive partnerships launch plan budgets monetization plan appendix a – research approach appendix b – monetization estimates
  • 2. some internet stats for India
  • 3. 50 million online users in India | 82% urban population: 18% rural | 57% of users login daily = 28.2m daily users | growth in urban internet user base = 33%(07-08), 28%(06-07) | bulk of internet users from non metro cities | only 30% users from top 8 metros | tier 3 & 4 account for 52% of internet users | skew towards younger people amongst regular users | 52% of users are under 25yrs | 44% are in the 19-24 yrs age band (single largest group) | social interactivity and entertainment are most popular | 81% take up some social interactivity | 34% users are using local languages up from 12% (07) | 72% users prefer to read in local language
  • 4. 50 million online users in India | 82% urban population: 18% rural | 57% of users login daily = 28.2m daily users | growth in urban internet user base = 33%(07-08), 28%(06-07) | bulk of internet users from non metro cities | only 30% users from top 8 metros | tier 3 & 4 account for 52% of internet users | skew towards younger people amongst regular users | 52% of users are under 25yrs | 44% are in the 19-24 yrs age band (single largest group) | social interactivity and entertainment are most popular | 81% take up some social interactivity | 34% users are using local languages up from 12% (07) | 72% users prefer to read in local language
  • 5. the need triangle express opinions
  • 6. top 10 cities in terms of internet usage 9.8% 8.6% 7.4% 7.1% 5.6% 2.6% 2.5% 1.3% 1.2% 1.0% Mumbai Delhi (NCR) Hyderabad Bangalore Chennai Pune Kolkata Ahemdabad Coimbatore Lucknow Geo Demo Psycho graphics
  • 7. age-wise distribution 44% 34% 14% 9% 13-18 19-24 25-35 35+ Geo Demo Psycho graphics
  • 8. top activities on the internet 91% 72% 70% 63% 57% 54% 50% 50% 49% Email Job Search Chat News Sports Music/Movies Dating Cricket Scores Matrimonial Search Geo Demo Psycho graphics
  • 9. final target segment: 16-35 yrs aged, regular internet users in top 10 cities of India target these three groups in the three phases of the campaign active bloggers medium potential 3 segments wannabe bloggers high-medium potential non bloggers medium-low potential
  • 10. analyzing the competition, international & national
  • 11. international & national WordPress, Blogger, Typepad Rediff, Indiatimes, BlogAdda, Indiblogger in business since the last 8-10 years < > focused on Indian audience support for integration of gadgets and > integrated with email, im and other services open social applications < > used options of celebrity blogging ( Amitabh host some of the top blogs in the word < Bachan’s blog on big adda) (including google blog) > failed to create a major impact Blogger is google’s blogging service < > feature set not as rich as international players supports group and mobile blogging, image > Blogger ranked 7th in india and Wordpress and video embedding ranked 13th indicates strong existing market for easy to use interface and template design < blogging in India blogger alexa rank 7 worldwide drives >10% of total internet traffic <
  • 12. youtube > TV e-mail > snail mail blogs > ? social networking > clubs websites > brochures shifts IM > telephones
  • 13. youtube > TV e-mail > snail mail blogs > ? social networking > clubs websites > brochures shifts IM > telephones
  • 14. India’s first } collaborative online publishing platform
  • 15. > India’s first collaborative online publishing platform positioning > publish your own collaborative newspaper or magazine on topics that you like > publish on anything ranging from college news to travel to cooking to politics to entrance exams
  • 16. > focus on content rather than technical features > collaboration is the buzz word , key focus... Collaborative blogging > relate to real life content tools like magazines and newspapers > focus on both business and consumer markets > localization through language support > integrate open standard for rich feature platform differentiation
  • 17. the platform > support for > support for > support for Could have Must have Should have templates that mobile editor and provide blogging, video report roles on multiple blog and image the portal feeds and open embedding to > customized feeds in same create rich view for users frame media content from multiple > support for > custom newspaper white labeling domain name feeds the solution to support current media publishers
  • 18. 360o
  • 19. Online > text ads > e-mail campaigns to existing users advertizing > banner ads Events > affiliate marketing > forums and newsletters PR & Publicity > SMS campaigns Interactive Social Media Partnerships
  • 20. Online advertizing Events > pre-launch party for bloggers > launch event of collaborative PR & Publicity newspaper and magazine Interactive > top collaborative newspaper and magazine awards events in college Social Media > promotion through merchandize Partnerships > online magazine and newspaper publishing contest among colleges
  • 21. Online advertizing Events PR & Publicity > articles on online news media > print media coverage in tech and Interactive lifestyle sections Social Media > publish online book/novel giving out one chapter per week Partnerships > coverage on television news media and music channels like MTV and Channel V > featured articles on online newspapers and magazines published by users > featured articles in print/online media on top bloggers
  • 22. Online advertizing Events PR & Publicity Interactive > IM agents for blog alerts > IM agents for direct publishing to Social Media blogs Partnerships > SMS blog alerts and publishing > how to create blog newspaper flash tutorials
  • 23. Online advertizing Events PR & Publicity Interactive Social Media > integration of blog newspapers with facebook to add, publish and follow Partnerships content > follow us feature on twitter, facebook page and become a fan support > social network advertizing > facebook quiz on blogging skills and what level of blogger are you
  • 24. Online advertizing Events PR & Publicity Interactive Social Media > partner with 2nd or 3rd level Partnerships newspaper/magazine for a section on top blogs from the blogging world or a sample print version of the online blog newspaper > white label solution for current content rich sites like news and sports portals > customized channels or blog newspaper templates for corporates
  • 25. launch plan
  • 26. pre-launch launch post-launch • 3 months • 4-6 months • 6-12 months • account by • accounts for all • starts once critical invitation, publish • contests and mass is initial newspapers events to increase achieved, emphasi and magazines to usage dramatically s on annual highlight the • push on social events, social concept media and online media integration • major effort on PR advertizing and PR and publicity • limited online advertizing • focus on organic traffic
  • 27. Social Media Interactive 9% Partnerships 4% 1% Online PR & Publicity Advertizing 13% 49% Online Advertizing 5090000 Events 2500000 Events PR & Publicity 1300000 24% Interactive 420000 Social Media 900000 Phase-wise budget allocation Pre Launch Partnerships 150000 18% Total 10360000 Post Launch 32% Launch 50% marketing budget
  • 28. Advertizing Phase Cost Interactive Text Ads Email campaigns to existing Directi users Banner Ads All All Launch 1440000 1200000 1200000 b IM agents for blog alerts IM agents for direct publishing to blogs Launch Launch 300000 0 r SMS blog alerts and publishing Launch 100000 SMS campaigns Launch 50000 Forums and online newsletters All 200000 How to create blog newspaper flash Affiliate marketing Launch and Post Launch 1000000 tutorials Launch 20000 Events Advertizing Total 5090000 e Social Media Interactive Total 420000 a Pre Launch party for bloggers Pre Launch 700000 Launch event of Collaborative newspaper Integration of blog newspapers with and magazine Launch 700000 facebook to add, publish and follow content Launch & Post Launch 400000 Top Collaborative newspaper and magazine awards Post Launch 500000 k Follow us feature on Twitter, Facebook page and become a Fan support Launch & Post Launch 0 Events in college, promotion through merchantdize Post Launch 100000 Facebook quiz on blogging skills and what online magazine and newspaper publishing level of blogger are you Launch & Post Launch 0 contest among colleges. Launch and Post Launch 500000 Social network advertizing Launch & Post Launch 500000 PR & Publicity Events Total 2500000 i Partnerships Social Media Total 900000 t Articles on online news media All 200000 Print media coverage in tech and lifestyle sections Pre Launch and Launch 400000 Partner with 2nd or 3rd level newspaper or magazine for a section on top blogs from Publish Online book/novel giving out one the blogging world or a sample print chapter per week Launch and Post Launch 200000 version of the online blog newspaper Launch 100000 coverage on Television news media and White label solution for current content u music channels like MTV and Channel V Launch and Post Launch 300000 rich sites like news and sports portals Post Launch 0 Featured articles on online newspapers and magazines published by users Post Launch 100000 Customized channels or blog newspaper templates for corporates Post Launch 50000 Featured articles in print/online media on top bloggers Post Launch 100000 p Partnership Total 150000 PR and Publicity Total 1300000 Grand Total 10360000
  • 29. Year 1 Year 2 Year 3 Ad Revenues 4197500 7801875 11121094 Niche Blogging 640000 1875000 3600000 White Labelled Solutions 3000000 3900000 4600000 Lead Generation 1000000 3375000 6562500 Total 8837500 16951875 25883594 30000000 Lead Ad Generation 25000000 Revenues 11% 48% 20000000 Ad Revenues Niche Blogging 15000000 White Labelled Solutions 10000000 Lead Generation White Total Labelled 5000000 Solutions Niche 34% Blogging 0 7% Year 1 Year 2 Year 3 monetization estimates please refer to appendix b for detailed estimates
  • 30. akhil chugh (akhil@iiml.ac.in) suban walia (suban@iiml.ac.in)
  • 31. appendix A research approach > in-depth interviews with regular bloggers, occasional bloggers and non bloggers > literature review on consumer perception to blogging > internet stats from Comscore > inputs from industry experts and those with pervious experience in internet marketing Last but not the least – The god himself “Kotler” All consumer/industry references available on request design philosophy > simplicity is the ultimate sophistication (Leonardo Da Vinci)
  • 32. appendix B monetization estimates ad revenues Year 1 Year 2 Year 3 estimated no of users 25000 37500 46875 expected YOY increase N/A 50% 25% # of active blogs avg hits/day avg hits/day avg hits/day high 0.5% 800 0.5% 800 0.8% 800 medium 1% 250 1.5% 250 1.5% 250 low 5% 100 7% 100 7% 100 total active blogs 1625 3188 4102 annual traffic 104937500 195046875 278027343.8 CTR 0.01 0.01 0.01 # of clicks 1049375 1950468.75 2780273 average CPC 4 4 4 Expected revenue (INR) 4197500 7801875 11121094 niche blogging Year 1 Year 2 Year 3 number of niche blogs 20 30 30 average blogs published 8 10 15 per month per blog total posting 160 300 450 % of paid postings 40% 50% 50% average price per posting 10000 12500 16000 Total revenue 640000 1875000 3600000
  • 33. appendix B monetization estimates lead generation Year 1 Year 2 Year 3 expected number of users 25000 37500 46875 expected no. of leads 20% 25% 25% avg price per lead 50 60 70 # of clients per lead 4 6 8 expected Revenue 1000000 3375000 6562500 white labeling Year 1 Year 2 Year 3 expected YOY increase N/A 25% 15% projected clients price price price big 2 500000 3 500000 3 500000 medium 5 200000 6 200000 8 200000 small 10 100000 12 100000 15 100000 expected Revenue 3000000 3900000 4600000