Case study solution of how MXTakatak can replace Tiktok in India after ban on 59 Chinese apps. This ppt included suggested marketing strategies, recommended business model, and growth strategies from MX Takatak .

1. Palak Bansal Divyansh Pant
MSc. Economics +
B.E. Computer
Science, BITS
Pilani
Ashlesha Kumar
MSc. Economics +
B.E. Electrical and
Electronics
Engineering, BITS
Pilani
MSc. Economics +
B.E. Electronics
and
Instrumentation,
BITS Pilani

2. To fill the gap created by TikTok, MX
TakaTak has to identify new oppurtunites
while tackling threats from rival apps and
competitors. A SWOT analysis is the best
tool for analyzing such a situation
Ansoff Matrix shall help us look into
detail as to how to create a viable growth
strategy and the risks involved.
For TakaTak to be the new TikTok, a
clever business model developed on the
lines of its predecessor but unique in a
way that its rivals are left behind has to
be developed.
Luring Top
Content Creators
to use the
platform
Tactful
Advertisement to
create a trusted
Brand Image
Leverage the
existing OTT
platform, as well
introduce unique
features
Careful
Partnerships with
Big giants and
acquisitions of
small rivals
Increasing and
Retaining
Userbase

3. Market Capture Strategy
• Peer to Peer sharing and word of mouth have
better conversion rates.
• Launching new filters that unlock only when a
user shares the videos on the app.
• Considering majority of users belong to age
group below 34, videos of key influencers on
YouTube can be targeted for promotion of
apps.
• Enabling 2 click sharing feature to other
platforms can help spread the word quickly.
The average engagement time and number of
times app used per day, all depends on the
engagement of the app.
• Making UI as flexible as Tiktok and reducing
the need of user input
• Enhancing UX by improving AI powered filter
and video algorithm to make experience
enjoyable.
• Initiation of hashtag challenges and features
like streak leverage on psychology and
increase the user participation by multifold.
Targeted Advertisement Enhanced User Engagement

4. • Introducing badge system for virtual
achievements of content creators
and physical achievements similar to
You Tube's Silver and gold play
button can add value to the creator.
• Making exclusive content available
on OTT platform to be used for
content creation under fair policy
use.
• Enabling the use of Patreon to
support the creators and simplifying
the concept of virtual coins will
enhance creator participation
• Partnering with all the famous
influencers on Tiktok to enter into
an exclusive contract with MX
TakaTak can lead to an instant boost
of users on Takatak.
• Mergers and Acquisitions with
other apps that lack revenue stream
but have an active user base.
• By ensuring the data privacy isn’t
breached
• By ensuring profanity check to
increase the appeal to young
audience
• By ensuring features like age filtered
content are in place.
All these will help in increasing the
appeal of the app.
Learning from Tiktok’s MistakeStrategic StepsEnhanced Creator satisfaction
Market Capture Strategy

5. STRENGTHS
OPPORTUNITIES
WEAKNESSES
THREATS
• Easy to use UI
• Innovation - Rich music library,
supports 9 Indian languages and
English , Cross platform sharing
access on one tap.
• Made in India
• Lack of good content creators
• Absence of AR/VR filters
• Geolocation feature
.
• Expand to international markets
• Leveraging MX’s OTT platform
• Contacting top Indian content
creators for stronger user base
• Horizontal integration –M&A
SWOT Analysis of MX TakaTak
O
S W
• Imitators
• Emerging Competition(both
foreign and local)
• Regulation and privacy
• User base retainment
T

6. MARKETS
MARKET PENETRATION
STRATEGY
MARKET DEVELOPMENT
STRATEGY
PRODUCT DEVELOPMENT
STRATEGY
DIVERSIFICATION
STRATEGY
PRODUCTS
Existing New
NewExisting
ANSOFF MATRIX FOR MX TAKATAK
Market Penetration : Strategies concerning
increase of market share using existing
products
Product Development: Focuses on introducing
new products to an existing market.
Market Development: Focuses on entering a
new market using existing products.
Diversification Strategy : Focuses on entering
a new market with the introduction of new
products.
Increasing Risk
IncreasingRisk

7. Market Penetration
• Introduce Loyalty Schemes : Award Badges/Coins for likes
and comments fulfilling certain criteria. Allow users to
transfer coins to online wallets such as Paytm, PhonePe
after a specific threshold.
• Leverage the existing MX OTT platform for original videos of
exclusive shows/movies etc. and allowing users to access
them for content creation
• Acquire competing apps with smaller userbases and take
advantage of their exclusive features.
Market Development
• Comparative Advertisement : Advertise your product by
stating advantages over the drawbacks of TikTok App/ other
competitors, creating superior brand image
• Deploy a referral system in the App : Compulsory for users to
refer the app/send link to at least 2-3 people before creating
more videos
• Allow brands to do targeted advertisement on specific
popular/high rated videos.
Product Development
• Enhance the existing TakaTak UI to be technically similar to
that TikTok, with more advanced and unique additions to
create a better user experience
• Making use of technologies such as Augmented Reality/VR
to create special filters and lenses
• Addition of Geolocation feature, can also be used to create
location specific filters
Diversification
• Diversifying the content creation base by foraying into other
fields such as information and education.
• Upstream Integration with Content Creators : Use the
leading influencers as employees to create better reach and
following of the app.
• Getting into contracts with companies such as Myntra,
Flipkart, Zomato/Swiggy, Uber and allowing special
discounts/promo codes accessed via TakaTak

8. Business Model
Key
Activities
• App and Web
Development
• Design
• Expanding User base
Key
Resources
• Technology
• User Base
• Network
• Advertisers
Key
Partners
• Ad Partners
• Content
Creators
• BCCI(for IPL
promotion)
• Fashion and
apparel
brands
Customer
Relationships
• Sharing videos on
diff. platforms.
• Celebrity
accounts
• Duet videos with
other users
• Hashtag
Challenges
• Talent Hunt
Competitions
Channels
• App stores
• Internet
• Websites
Customer
Segments
• Android/iPhone
Users
• Celebrities
• Brands
• Gen Z
Value
Proposition
• Fast and Easy
Video Creation
• Lip-sync Videos
• Large Music
Library
• Visual Effects
• 2D/3D AR filters
• Geolocation
• OTT platform
leverage
Cost Structure
• Platform and Development
• Marketing
• Customer Service
• Servers and Data Maintenance
• Research and Development
Revenue Streams
• Brand Takeover Ads
• Patreon Community
• Gift Sales
• In-app purchases
• Hashtag Challenge

9. • Brand takeover ads would play as soon as
user will open the MX Takatak app.
• When a user will click on these ads, they
will redirect you to the brand’s official web
site. Takatak can generate a considerable
amount of revenue from these ads.
Patreons Community
• This would help in user base retainment
as well as provide motivation and
appreciation to content creators.
• It will generate revenue for TakaTak as it
will promote people to make more
exciting content, which will increase the
number of users download.
• More are the users; More will be the in-
app purchases; More brands will invest
in advertising on TakaTak; More will be
the profits of TakaTak.
Brand Takeover Ads
Potential Revenue Streams

10. Branded LensesCollaboration with GiantsCreator Content Agreement
Potential Revenue Streams
• TakaTak should promote its
users to post more content using
incentives.
• If creator can make a lot of
people watch his video, then
TakaTak will pay creator some
amount, based on the ad shown
on your videos and other factors.
• It will generate revenue for
TakaTak as it will promote people
to make more exciting content,
which will increase the number of
users download.
• TakaTak can act as a perfect
blend between YouTube and
Instagram.
• Example- Takatak can
collaborate with BCCI and have a
unique dance move for every IPL
season. What people have to do
is perform that move between the
match.
• These kinds of collaboration can
act as a game-changer for
TakaTak’s business and holds the
capacity to disrupt the social
media market
• It can collaborate with companies
such as Myntra, Nykaa, Titan,
Lenskart and other Jewelry, fashion
and apparel brands allowing them to
create their own 2-D and 3-D
Augmented reality branded lenses
for users to test out.

11. • Takatak can allow its users to
support live broadcasters with
virtual currency, bought with real
money.
• Users can exchange virtual
currency or coins for gifts.
App Monetization
This app monetization option includes the
following in-app advertising types:
• Cost Per Click charged each time the
user interacts with the ads in their app.
• Cost Per Action when advertisers pay
only for the specified action, such as an
app install or newsletter signup
.
In-App Purchases
Potential Revenue Streams

12. THANK YOU!