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Sem 1 : Marketing

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Marketing Product launch : A website bascially.

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Sem 1 : Marketing

  1. 1. “ Different people take different roads in life, the one’s who take an insanely different path are the one’s who make the world adapt to themselves”
  2. 2. i n s a n e l y d i f f e r e n t
  3. 3. i n s a n e l y d i f f e r e n t
  4. 4. FUNNY NAME? <ul><li>September of 2002 </li></ul><ul><li>Started by Allwin &quot;PaGaLGuY&quot; Agnel </li></ul><ul><li>Initially a discussion forum for a group of friends preparing for CAT </li></ul><ul><li>Discussions at the forum revolve around all B-School entrances </li></ul><ul><li>Mecca for CAT Aspirants </li></ul>
  5. 5. Features <ul><li>India's largest MBA resource forums </li></ul><ul><li>B-School Info </li></ul><ul><li>Exam/GD-PI Discussions </li></ul><ul><li>Bird’s eye view to future aspirants </li></ul><ul><li>Free Registration </li></ul>
  6. 6. Members: 80,707 Threads: 17,627 Posts: 5,70,569 (as on 13 September 2006)
  7. 8. eKauRPaGaL.com
  8. 10. Features <ul><li>Forums </li></ul><ul><ul><ul><li>Article discussions. </li></ul></ul></ul><ul><ul><ul><li>Exam Discussions. </li></ul></ul></ul><ul><ul><ul><ul><ul><li>Graduation. </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Post Graduation. </li></ul></ul></ul></ul></ul><ul><li>College Profiles. </li></ul><ul><li>Tech School Watch. </li></ul><ul><ul><ul><li>News, Events, Happenings. </li></ul></ul></ul><ul><ul><ul><li>Dean Interviews. </li></ul></ul></ul><ul><ul><ul><li>Student Bodies. </li></ul></ul></ul><ul><ul><ul><li>Student Speak. </li></ul></ul></ul><ul><ul><ul><li>Alumni Talk. </li></ul></ul></ul><ul><li>Placements- Summer , Final. </li></ul><ul><ul><ul><li>Placement Meter. </li></ul></ul></ul><ul><li>Ratings of Engineering Colleges. </li></ul>
  9. 11. Features <ul><li>Study Abroad </li></ul><ul><ul><ul><li>SAT and GRE Preparation. </li></ul></ul></ul><ul><li>Prep Zone </li></ul><ul><ul><ul><li>Previous Entrance Exam Papers. </li></ul></ul></ul><ul><li>Announcements </li></ul><ul><li>Spotlight </li></ul><ul><li>Online Counseling. </li></ul><ul><li>Recruitment process. </li></ul><ul><li>FAQ’s. </li></ul><ul><li>Advertising Contracts. </li></ul><ul><ul><ul><li>Sponsored Links / Banners </li></ul></ul></ul><ul><li>Informal Lounge </li></ul>
  10. 12. Marketing Mix (4 P’s) <ul><li>Product (Defined Features) </li></ul><ul><li>Price (Revenue Model) </li></ul><ul><li>Place </li></ul><ul><ul><ul><li>Server (Author- Moderator- User) Server </li></ul></ul></ul><ul><li>Promotion </li></ul><ul><ul><ul><li>Word of Mouth </li></ul></ul></ul><ul><ul><ul><li>Blogs </li></ul></ul></ul><ul><ul><ul><li>Chain Mails </li></ul></ul></ul><ul><ul><ul><li>Social Networking sites </li></ul></ul></ul><ul><ul><ul><li>Existing users of pagalguy.com </li></ul></ul></ul><ul><ul><ul><li>Flyers </li></ul></ul></ul><ul><ul><ul><li>Workshops in prominent schools </li></ul></ul></ul><ul><ul><ul><li>Banners and Local events </li></ul></ul></ul><ul><ul><ul><li>Testimonials </li></ul></ul></ul>
  11. 13. Marketing Mix (4 A’S) <ul><li>Aspirations </li></ul><ul><ul><ul><li>Meeting all counseling needs. </li></ul></ul></ul><ul><ul><ul><li>Within 24 hours-replies to all queries. </li></ul></ul></ul><ul><li>Affordability </li></ul><ul><ul><ul><li>Any body can use it. </li></ul></ul></ul><ul><li>Accessibility </li></ul><ul><ul><ul><li>Net log in- Guests can also read. Only members can post. </li></ul></ul></ul><ul><li>Actionability </li></ul>
  12. 14. Marketing Mix (4 R’s) <ul><li>Relevant </li></ul><ul><ul><ul><li>Highly relevant for aspiring Engineers. </li></ul></ul></ul><ul><li>Relationship </li></ul><ul><ul><ul><li>Networking based bonding. </li></ul></ul></ul><ul><li>Reach </li></ul><ul><ul><ul><li>High reach </li></ul></ul></ul><ul><li>Response </li></ul><ul><ul><ul><li>Depends on actionability and target’s response. </li></ul></ul></ul>
  13. 15. Segmentation of Students in India Under Graduate Graduate Post Graduate Primary Secondary Commerce Arts Science Engineering Vocational Medical MBA M.Tech M.A. M.Com Msc.
  14. 16. Engineering Aspirants Current Students Alumni CROSS SEGMENTATION
  15. 17. Targeting <ul><li>Segment’s attractiveness </li></ul><ul><ul><ul><li>Engineering colleges (2004): 1,346 </li></ul></ul></ul><ul><ul><ul><li>Students appearing for engg. entrances: 7 lakhs </li></ul></ul></ul><ul><ul><ul><li>Students in engg. coll: 40K in 1990 to 3.8 lakhs in 2002 </li></ul></ul></ul><ul><ul><ul><li>Engineers expected to pass out(2006): 2.5 lakhs… growth of 150% from 2002. </li></ul></ul></ul><ul><li>Low risk due to successful business model (pagalguy.com) and bigger target size </li></ul><ul><li>Investment makes sense as student resource site </li></ul>
  16. 18. Positioning <ul><li>GOOGLABLE </li></ul><ul><li>Creating Mindshare- eKauRPaGaL.com is an extension of PaGaLGuY.com where we give engineering aspirants a platform for value based discussions for their future career prospects. </li></ul><ul><li>User positioning strategy </li></ul>
  17. 19. Michael Porter’s Five Forces Model
  18. 20. How Attractive is the Sector <ul><li>Industry Competitors </li></ul><ul><ul><ul><li>Social Networking Sites. </li></ul></ul></ul><ul><ul><ul><li>Orkut, Google, Yahoo groups </li></ul></ul></ul><ul><ul><ul><li>Coaching Institutes Websites. </li></ul></ul></ul><ul><li>Rivalry Determinants </li></ul><ul><ul><ul><li>Industrial Growth- Net related data. </li></ul></ul></ul><ul><ul><ul><li>Fixed Costs Server space. </li></ul></ul></ul><ul><ul><ul><li>Informational Complexity. </li></ul></ul></ul><ul><ul><ul><li>Relevance of Information differentiation </li></ul></ul></ul>
  19. 21. How Attractive is the Sector <ul><li>Entry Barriers </li></ul><ul><ul><ul><li>Technology </li></ul></ul></ul><ul><ul><ul><ul><ul><li>Maintenance of Server space. </li></ul></ul></ul></ul></ul><ul><ul><ul><li>Product Differentiation </li></ul></ul></ul><ul><ul><ul><ul><ul><li>More focused/ dedicated. </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Moderated Quality Content. </li></ul></ul></ul></ul></ul><ul><ul><ul><li>Brand Identification. </li></ul></ul></ul><ul><ul><ul><li>Revenue sources. </li></ul></ul></ul><ul><ul><ul><li>Access to distribution. </li></ul></ul></ul><ul><ul><ul><li>Absolute cost advantages.- working on the model of pagalguy.com </li></ul></ul></ul><ul><ul><ul><li>Expected Retaliation </li></ul></ul></ul><ul><ul><ul><ul><ul><li>Coaching Institutes. </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Authenticity of Data. </li></ul></ul></ul></ul></ul>
  20. 22. How Attractive is the Sector <ul><li>Suppliers </li></ul><ul><ul><li>Pagalguy.com </li></ul></ul><ul><ul><ul><ul><ul><li>Technology </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Branding </li></ul></ul></ul></ul></ul><ul><ul><li>Information Resources-Colleges, Students </li></ul></ul><ul><ul><li>Faculty </li></ul></ul><ul><li>Substitutes </li></ul><ul><ul><ul><ul><ul><li>Indirect Substitution. </li></ul></ul></ul></ul></ul>
  21. 23. Critical Success Factors <ul><li>Initially content providing and later content moderation. </li></ul><ul><li>R&D </li></ul><ul><ul><ul><li>Content </li></ul></ul></ul><ul><ul><ul><li>Proper functioning of website. </li></ul></ul></ul><ul><ul><ul><li>Credibility building. </li></ul></ul></ul><ul><ul><ul><li>Innovative features. </li></ul></ul></ul>
  22. 24. TOWS Analysis SW OT O T S W <ul><li>Information </li></ul><ul><li>Pagal Guy Brand. </li></ul><ul><li>Successful business model </li></ul><ul><li>already in place. </li></ul><ul><li>Infrastructure already in place </li></ul><ul><li>Listed with major search engines. </li></ul><ul><li>Strong online/offline reputation. </li></ul><ul><li>Easy to navigate </li></ul><ul><li>Links back to home page . </li></ul><ul><li>Effective moderating of the site. </li></ul><ul><li>Regular recruitment of content </li></ul><ul><li>Providers. </li></ul><ul><li>-Immature Target Audience. </li></ul><ul><li>-Funding </li></ul>-Unorganized market -Tapping students as a resource. -Go forth with job recruitments. -Providing Indirect placement services for Alumini. -Networking Partnerships. -Technology Failure -Security Gateway. -Threats from competitor collaborations. -Government mandates regulating Internet activities. SO ST WO WT <ul><li>Use business model to tap students and unorganized market. </li></ul><ul><li>Job Recruitment model. </li></ul>- Networking can overcome our recruitment problems. - Strengthen business model to prevent collaboration. - If we get more funds we can be overcome technological failures.
  23. 25. pagalguy.com ekaurpagal.com
  24. 26. Ansoff’s Product Market Expansion Grid Market penetration strategy Market development strategy Product development strategy Diversification strategy New products Current products Currrent markets New markets ekaurpagal.com
  25. 27. Business Goals i <ul><li>Beta Site ( Test Version ) </li></ul><ul><li>Target Traffic. </li></ul>
  26. 28. Cost <ul><li>Sharing server with pagalguy.com </li></ul><ul><li>Sharing office space with pagalguy.com </li></ul><ul><li>Since it’s a website work can be collaborated online. </li></ul><ul><li>Minimum infrastructure needed. </li></ul><ul><li>All you need is </li></ul><ul><li>PASSION & PASSION & PASSION </li></ul>
  27. 29. <ul><li>Simply implies &quot;How can I make the most money possible from my Website traffic?&quot; </li></ul><ul><li>Traditional banner advertising. </li></ul><ul><li>Pay-per-click (contextual) banner advertising. </li></ul><ul><li>Subscription revenue. </li></ul><ul><li>Affiliate and CPA programs. </li></ul><ul><li>Text links . </li></ul>Revenue Model
  28. 30. <ul><li>It's not hard to find a site that uses banners: CNN displays a 728x90 banner at the top of the page, eBay uses a 468x60 banner spot at top of listings pages, and AOL displays banners of various sizes throughout the site. </li></ul>Traditional banner advertising
  29. 31. <ul><li>The basic business model of the banner is simple: We sells page views (impressions) to the advertiser. </li></ul><ul><li>Basic banner & Ad Payment models. </li></ul><ul><li>Paying as you go for every thousand impressions delivered. </li></ul><ul><li>A flat fee that's charged regardless of the number of visitors who actually see the ad. </li></ul>Traditional banner advertising
  30. 32. <ul><li>Google's AdWords and AdSense programs. </li></ul><ul><li>The business of pay-per-click banners has exploded. </li></ul><ul><li>This type of ad unit offers the tantalizing combination of ease-of-use and payouts for each and every click, regardless of whether that visitor converts to sale or not </li></ul>Pay-Per-Click (Contextual) Banner Advertising.
  31. 33. <ul><li>Since our site has recurring or frequently refreshed content, so a good candidate for a subscription revenue model. </li></ul>Subscription Revenue
  32. 34. <ul><li>Affiliate programs essentially work like this: the Website owner (affiliate) offers the merchant's goods for sale on the affiliate Website. </li></ul><ul><li>When a visitor clicks through the affiliate link, an identification code is associated with the visit (usually via a cookie ) and in the event that the visitor takes the appropriate action (visit, conversion to a lead, conversion to a sale) then the affiliate is paid by the merchant. </li></ul>Affiliate and CPA Programs
  33. 35. Business Goal ii <ul><li>Associate with relevant people. </li></ul><ul><li>Serve Community Essentially. </li></ul>
  34. 36. 1 academic yr . 1 academic yr.
  35. 37. Ab aage kya? <ul><li>Grow this channel of communication to introduce effective change </li></ul><ul><li>Repeat: to serve community </li></ul><ul><li>Consumer Base </li></ul><ul><li>Exit Plans </li></ul>
  36. 38. eKauRPaGaL.com Administrators <ul><li>Pagal Chetan </li></ul><ul><li>Pagal Karan </li></ul><ul><li>Pagal Raman </li></ul><ul><li>Pagal Harsha </li></ul><ul><li>Pagal Aashik </li></ul><ul><li>Pagal Alok </li></ul><ul><li>Pagal Nimit </li></ul>If we don’t do it, Then someone else will!

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