Directi is launching a new blogging service in India and needs a marketing plan to increase awareness and adoption of blogging. Some initiatives proposed include offering gifts and prizes for popular blogs, advertising on websites frequently visited in India like travel sites and matrimonial sites, and promoting discussions of popular TV shows. A comprehensive online and offline advertising plan is recommended, along with partnerships, influencer marketing, and monetization strategies like premium subscriptions and advertising to generate revenue.

1. The Case Case Study Topic - Directi's Blogging Service Directi is a group of technology businesses, providing various web products and services to millions of global users. Our products include email, instant messaging, web hosting, domain registratrion, digital certificates, social networking and other communication and collaboration apps for enterprises and end users. We are launching a new Blog service in a SaaS model to complement our existing product suite. This Blogging product will have a feature set akin to blogger.com and will allow anyone to signup for a free blog without having to bother with servers or software. Assume for the purposes of this case study that you are the Head Honcho of Strategy, Business Development & Marketing for this service - and your first target market is India. Your goals are: Increase awareness about blogging and increase adoption amongst non-bloggers within the country Achieve market leadership w.r.t blogging in this virgin market (India) Maximize revenue Your brief is to build a comprehensive and well-researched presentation that answers the following questions: Provide a laundry list of initiatives you would take to increase awareness and adoption levels for blogging within India. Come up with a comprehensive and detailed online and offline marketing and business development plan. Assume that we have the budget for all initiatives - but every dollar spent needs to have justifiable ROI. Describe in detail some of these initiatives: their design, implementation, etc... Your marketing initiatives may include: Online/Offline Advertising PR Partnerships / Affiliate Marketing Social Media Marketing Our basic blogging service will be free for end users just like blogger and wordpress. And although we love blogging, we also hope to earn some revenue from this product. Come up with at least 3 concrete monetization strategies including the necessary descriptions and projections. You will be evaluated on the content, clarity, creativity, structure, design and accuracy of your presentation. Please submit your case study as a Microsoft PowerPoint file. Research:You may want to sign up at http://blogger.com and http://wordpress.com and readup their FAQs, website, help sections etc for information

3. Advertisements on Travel – 84%(IRCTC- 43%), Matrimonial sites -49%(Bharat Matrimony – 37%)

4. Increasing participation from femalesPromote more discussions on Sans-Bahu soaps – advertising/product placement in these soaps to encourage people for dicussion on this

5. Adoption among non-bloggers Working people e.g. IT professionals Regional language blogging

6. Online/Offline Advertising

7. PR

8. Partnerships / Affiliate Marketing

9. Social media Marketing

10. Business Model

11. Revenue Projections

13. Links http://site.securities.com/doc.html?pc=IN&doc_id=230739801&auto=1&query=blogging:&db=en_1y_d&hlc=en&range=365&sort_by=Date – Best one http://site.securities.com/doc.html?pc=IN&doc_id=232324971&auto=1&query=blogging:&db=en_1y_d&hlc=en&range=365&sort_by=Date – good one http://site.securities.com/doc.html?pc=IN&doc_id=230760606&auto=1&query=blogging:&db=en_1y_d&hlc=en&range=365&sort_by=Date http://site.securities.com/doc.html?pc=IN&doc_id=232842441&auto=1&query=blogging:&db=en_1y_d&hlc=en&range=365&sort_by=Date http://site.securities.com/doc.html?pc=IN&doc_id=231041362&auto=1&query=blogging:&db=en_1y_d&hlc=en&range=365&sort_by=Date – not so relevant http://de.statista.com/statistik/studiendetail/studie/2099561/q/blog/p/0/