OYO Marketing Strategy

1. OYO ROOMS
MARKETING PLAN
Group- 4

2. OYO ROOMS

3. Objectives
Organization Objective: To Control overall net losses
Marketing Objective: To increase Brand Awareness
Marketing Communication Objective: To strengthen brand
positioning

4. Competitor Analysis

5. Competitor Analysis

6. BUSINESSCANVAS
MODEL

7. Buyers Persona
General
• Hospitality is one of the most
complex business as it
requires you to create home
away from home
• All of us might not be able to
spend lavish amount in
hotels
• Some of us would want
Affordability and
Standardization as main
parameters
Segmentation
• Luxury Travelers: Wishing
high quality experience and
pocket-friendly prices
• Backpackers: Frequent
Travelers, Budget Conscious,
Compromise on quality
• Business Executives:
mainly look for pocket friendly
accommodation , cannot
compromise with luxury
Target Group
• Young Couples / Families
under Luxury Travel
• Millennials under
Backpacking category
• Business Travelers

10. Marketing Approach
Traditional
Media
Digital Media
• Television
• Hoarding on hotels for
branding
• Billboards (Events)
• Radio (Broadcast)
• Hoardings for digital
campaigns
• Facebook/Twitter/Social
Media
• Search Engine Marketing
• Pay per-view (Meta
Channel)
• Google Ad’s, Youtube
SUCCESS
From 360 Degree Marketing Approach to Only Social Media
By doing this, more resources and marketing budget could be focused towards Social Media Marketing
Big Idea:- Pleasant, Hassle free, Affordable Stay
OYO- Onn Your Own

11. Marketing Approach
• Things to do
• Places to visit
• Food & Culture
Blog Campaign

12. Marketing Approach
Digital Media
 Influencer Marketing: Influencer & Affiliate Program
 Video Advertising
 Affiliate Marketing
 SEO and Content Marketing
 Email Marketing: Corporate HRs
 Social Media Marketing
 Retargeting
 Digital Campaigns / Blogs
Facebook ~ 1.2 M followers
Twitter ~ 57 K followers
#AurKyaChahiye
#minibreak
#OneForEveryone
#OYOInfluencers

13. Marketing Approach
• As an aggregator, it is essential to target not only Customers but also Asset Owners via
Digital Media #PartnerWithOYO

14. Marketing Campaigns

15. Impact of Campaigns
CUSTOMERS GROWTH
Revenue
2019
Revenue
2020
China
2019
Rest of the
world
211 604 800 307
Revenue
2018
Rest of the
world
2020
41 150
India Global

16. FACETS for Impact
Communication
Objective
Consumer
Response
OYO’ Strategy
Perception See/
Hear
“#AurKyaChahiye#” commercial plays with
people’s perceptions. It creates buzz and Word-
of-mouth Publicity
Emotional/Affective Feel
Customer Recommendation’s and testimonials
used all over print and social media
Cognition Think/
Understand
Facts have been presented intelligently on the
rating’s , partners, inventories. Milestones have
been shared time n time to create customer
engagement
Association Connect
Associations in terms of content is present but a
bigger connect can be created with tie-up’s and
collaboration
Persuasion Believe
Brand loyalty/ Brand Recall can be
strengthened only if people talk about it.
Personal Blogs, Influencers can be used
Behavior Act/Do
Online contest on Social media has been a
good choice

17. Content Plan
• Collaboration with another Industry
• Extension to other social media
platforms
• Gamification – Online Games and
prizes for winners
• Theme based competition during
festive occasions
• Thank you Message on Social Media /
SMS
• Grievance Redressal through a new
platform

18. Recommendation's - Strategy
EMPLOYEE’S AS
MARKETEER’S
INCREASE APP
USAGE TO ATTRACT
MILLENNIALS
CUSTOMER
COMMUNICATIONS-
MAKE IT PERSONAL
CUSTOMER
ENGAGEMENT
ACTIVITIES
INCREASE YOUR
PRESENCE ON
BLOG’S
LOYALTY
PROGRAMS
PROMOTION
THROUGH DIGITAL
MEDIA
SMALL PRODUCT
VIDEO MARKETING

19. Use sophisticated Content Management Software:
For Websites / Apps
•Website owner/hotel location search
•E-commerce integration – cross platform sales
•Related content modules Library development to reduce cost
•Google analytics and integrated site core analytics
•On page SEO, Off Page SEO with external link building
For Social Media
•Facebook Integration
•You tube Integration
•Twitter Integration
•Instagram Integration

20. Recommendations
Research – Impact of Global
Slowdown and Corona Virus
Referral Campaign’s
Customer Testimonials, Promotions

21. THANK YOU!