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Directi Case Study Contest 2010-IIMB Neural Bug

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  • Excellent presentation !The coceptualisation and executions are of very high standards indeed!!
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  • directi and competitions ? I dont think the bosses sitting in mumbai , care about announcing prize winners and then awarding prizes

    reference : Finals 09 , Campus presentations , Across IIM's
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    Directi Case Study Contest 2010-IIMB Neural Bug Directi Case Study Contest 2010-IIMB Neural Bug Presentation Transcript

    • GhumoGhumao
      A Business
      GhumoGhumao
      G2
      Team Neural Bug, IIM Bangalore
      Chinmaya Kumar Sharma (09164305272)
      Kunal Bhagat (09341073598)
      Monisha Nakra (09739911067)
      S Archana (09986587931)
      Username
      Password
    • Agenda
      Overview and Situational Analysis
      • Social Networking has arrived (and will change the game)
      • Comparison of LBSN products currently in the market
      • Consumer Analysis – Survey & FGD
      G2 : Ghumo Ghumao – LBSN from Directi
      • Product Features and Story of G2
      • What happens at G2
      • G2 Game Mechanics
      • G2 Start a Revolution Feature
      Marketing G2
      • Online Marketing Options
      • Offline Marketing Options
      • Affiliate and Partnership Options
      • 5 Point Marketing Program
      Monetization Strategies
      • Revenue Model
      • Total NPV Projection – Survey of businesses
      Conclusion and Way forward
      Conclusion and Way forward
    • Social Networking Has Arrived
      TOP SITES ACCESSED THROUGH MOBILES IN INDIA (July 2010)
      India Mobile subscriber base
      The usage patterns show the dominance of social networking sites among all sites visited by mobile internet users
      google.com
      orkut.com
      facebook.com
      youtube.com
      getjar.com
      yahoo.com
      songs.pk
      wikipedia.org
      zedge.net
      my.opera.com
      Internet access-enabled phones
      # of Users ever used Internet
      Active users of mobile internet
      STATISTICS (July 2010)
      • Page-view growth since July 2009: 371.7%
      • Unique-user growth since July 2009: 354.6%
      • Page views per user: 393
      • Data transferred per user (MB): 7
      • Data transferred per page view (KB): 18
      IAMAI estimates the 3G launch and reduction in the prices of 3G and GPRS enabled handsets (smart phones) to increase mobile internet users to 25 million by 2012, and up to 50 million users by 2014
      Source: Opera State of the Mobile Web, July 2010
    • Comparison of LBSN products in the market
      Ghumo Ghumao Features:
      • Available on leading smart phone brands (iPhone, Blackberry) and also on mobile browser enabled cells
      • Incentivize users based on academic distinctions and special offers
      • Build a dashboard for businesses where owners have the option of advertising on G2
    • Consumer Analysis*
      Consumer Profiling – LBSN Users
      Research Methodology
      Geographic
      Cities – Metros, Tier I & cities with population > 1 Mil
      Demographic
      Age
      15-34 years, 35-50 years
      Occupation
      Students Professionals Self Employed Businesspersons
      Psychographic
      Socioeconomic Classification – A1, A2
      Lifestyle – Culture oriented,
      Outdoor oriented
      Personality – Ambitious, Gregarious
      *Detailed in Appendix
    • G2 Ghumo Ghumao: The Product
      Explore your city and discover new places – leave recommendation
      Create a Social Revolution – Form groups and mobilize people
      Avail special discounts for patronage to specific stores
      Avail utility services like cab booking, tracking buses, traffic updates, weather updates
      Connect with and meet friends
      Create Interest groups – Meet friends with similar interests
      Gain degrees from your favorite hangouts – A PhD from KFC
    • What happens at G2
      The “Jhappi” Concept
      • A form of appreciation for the tips left by other users
      • A “jhappi” is counted if users who like it actually go to the place suggested and check in
      • Users can redeem Jhappis for talk time from their service providers
    • Game Mechanics
      PhD
    • Starting a Revolution!
      Kunal: Reggae concert next month at Someplace! Who do I go with?
      Kunal started a
      ReggaeRevolution!
      Few seconds later
      Ans and join:
      Q1) ---
      Q2)----
      Q3)---
      Your membership
      status:????
      Let’s see what G2 can do for me?
      “Revolutions”
      Few days later
      Start one on any subject
      Profile: Kunal
      TO-DO (20th July)
      Kunal is attending “Reggae Live” at SomeP with
      Shara, Anand and Pancy!
      Form a like-minded bunch
      Kunal- Reggae Lord
      Sharan-Reggae King
      ……
      ….
      John- Reggae Learner
      Separate the pros from the learners
      D-Day!
      Opportunity to rise up the social ladder by learning
    • Marketing Plan – Online Options
    • Marketing Plan – Offline Options
    • Marketing Plan – Affiliation Options
      • Brand of the Week – Pixel Rent out plan for national brands to advertise on G2 screen.
      • Partner with Mobile handset manufacturers to provide G2 application pre-loaded – for Smart Phones.
      • Partner with Service Providers to have reward schemes based on G2. For instance, free talk-time for accumulated “Jhappis”.
      • Radio Cab Services – Easy launch Apps provided on G2 to enable convenient booking facilities for users on the go.
    • 5 point Marketing Plan
      1. SOCIAL MEDIA
      2. VIRAL CAMPAIGN
      3. RADIO SPOTS
      Create series of Viral Ads for YouTube and other Social Media – unique theme based animations featuring the G2 mascots.
      Storm the existing
      Social Media world with G2. Create an exhaustive and integrative web presence across popular SM sites.
      Tying up with local FM channels to promote G2 during phased launch.
    • 5 point Marketing Plan
      4. OUTDOOR
      5. PR/PUBLICITY
      Billboard advertising in prominent shopping locations in the city: cost-effective way to achieve maximum eyeballs among target audience.
      Market Storming during launch. Sponsoring College events, Rock shows etc. – fun games and treasure hunts organized on G2.
    • Monetization Strategies
      • Tiered display Model of Businesses: Kuchh Khaas (Recommended), Aas Paas (Nearby)
      • Brand of the Week – Clickable Pixel Rent out to big brands
      • Special Offers based on User Preferences
      • Geographic Specials
      • Business Intelligence and Analytics as a Service
    • Monetization Strategies
      Brand of the Week – Gets dedicated clickable pixel space on screen
      GhumoGhumao
      G2
      You are here: Brigade Road, Bangalore
      Kuch Khaas
      Pico’s Bar
      ##, Church Street
      Crossword Book Store
      ##/A, Brigade Road
      Recommended Places
      Aas Pass
      Mc Donald’s
      ##, Brigade Road
      Café Coffee Day
      ##, Richmond Road
      National Library
      Nearby Places
      Places
      History
      Recos
      Friends
    • Monetization Strategies
      GhumoGhumao
      G2
      Offers you might like
      Special Offers Based on user preferences
      Eg: If user’s interests are shopping and books then the order of offers visible to him is based on his interests
      Shoppers Stops
      Check out the Limited period Summer Sale Flat 50% off on all purchases
      ##, M.G. Road
      Crossword
      Featured discount on new releases
      ##, Richmond Road
      Recos
      Maps
      Special offers
      History
    • Monetization Strategies
      GhumoGhumao
      G2
      Geographic specials - Alerts of offers only based on user’s interests.
      Alert
      Since you are in Brigade, you might want to check out the new flavors of tropical Iceberg at CCD. Get 10% off on your purchase if you rush now.
      Recos
      Maps
      Special offers
      History
    • Total NPV Projection*
      NPV calculations
      Revenue calculations
      TOTAL NPV =
      Rs. 1,531,877,698
      *Detailed in Appendix
      Price Elasticity function arrived at through survey of businesses
    • Conclusion and Way Forward
      • Pricing of the Services (provided to businesses) needs to be undertaken after a comprehensive marketing survey
      • Roll out of the platform should be in a phased manner in the metros and tier 1 cities – we may start with Bangalore or New Delhi
      • Develop Data Analytics to measure and monitor the impact of the system for businesses
      • Merchandizing, Virtual currency and gifts will be another source of revenue after a strong base has been established
      • Privacy needs of end users must be well understood and built into the system
    • Appendix
    • Tiered Model Forecast
      Priced at Elasticity=1 point to maximize revenues.
      Price Elasticity function determined through survey with businesses
      Price
      Demand
    • Brand of the Week Forecast
      Price fixed at Rs. 50,000 per week in the first year and increasing thereafter.
      Demand
    • Special Promos Forecast
      Priced at Elasticity=1 point to maximize revenues.
      Price Elasticity function determined through survey with businesses
      Price
      Demand
    • Geographic Specials Forecast
      Priced at Elasticity=1 point to maximize revenues.
      Price Elasticity function determined through survey with businesses
      Price
      Demand
    • Need Gap Analysis - Survey
      What value-added services do you generally use on your mobile phone?
      26
      Current modes of Social Networking
      IPhone applications
      Survey Results
      Top preference for LB services and Social networking through Mobile phone Apps
      • Internet has lots of info.
      • Friends give personal opinions
      • City-specific activities
      • Connect to fellow-wanderers
      • Scattered Resources
      • Unmapped!
      • Old Information
      Source: Primary Research (Survey)
    • Laddering – Interview/FGD
      Company Logo
      Ego Boost - I feel special/popular
      Helps me stay planned/organized
      Makes me actively scout for offers on G^2
      Connect better with brands
      Better connect with people
      Incentivizes me to shop at the store
      Motivates me to shop more at the store
      Make friends/Tell them what I’m upto
      Useful Info
      Appeases my love for new places
      Avail special store discounts
      Certification from favbrands
      Discover new places based on Peer Recos
      Social Revolution
      Instant updates
      Utility services
    • Concept Generation
      Customer Need
      Product Requirement
      Single Source of info. on
      • places of interest
      • modes of travel
      • traveler feedback
      • Handling database on places/ activities/ locations
      • Ability to record and collate feedback
      Ease of use
      • Clear presentation of information
      • Info. on navigating between points
      • Sense of location
      • Visual map
      • Recos & reviews by users
      • Reliability of Information
      • Variety and magnitude of information
      • Internet-based application
      • Auto-update of information
      • User Fatigue
      • Need for exciting features
      • Need to be incentivized
      • Revolutionary Kunal, Utility services
      • Store discounts, Certifications by Brands