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Gayatri, Suhasini and Ranjan

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They came close.. and missed by a whisker !

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Gayatri, Suhasini and Ranjan

  1. 1. Zippify Submitted by: Gayatri Rao Suhasini Prakash Ranjan Rajput Indian Institute of Management Kozhikode
  2. 2. AGENDA
  3. 3. Assumptions <ul><li>Temporary cards are freely distributed to selected people in the target segment </li></ul><ul><ul><li>Each card can be used by a single person </li></ul></ul><ul><li>The conversion of the temporary card to permanent card is possible only after the membership fee is paid </li></ul><ul><li>OR </li></ul><ul><li>The conversion of the temporary member to permanent member is made only after a minimum usage of the card </li></ul><ul><ul><li>Minimum usage is accounted by summating usage at all brands </li></ul></ul><ul><ul><li>A single database is maintained to account the usage of the cards at all the brand outlets </li></ul></ul>
  4. 4. Creating Buzz <ul><li>Host big banners of high profile customers, on social networks, free ad magazines, hoardings and other news letters </li></ul><ul><ul><li>Create celebrities out of normal people </li></ul></ul><ul><ul><li>Raise the curiosity about this new celebrity </li></ul></ul><ul><ul><li>At the peak stage reveal that the customer is credited a zippify card </li></ul></ul><ul><li>Make a profile of the high income providing customers in the dining sector – provide them discounts at the outlets at their next visit </li></ul><ul><ul><li>Information is disclosed only at the time of payment </li></ul></ul><ul><ul><li>The reason for the discount is not revealed immediately </li></ul></ul><ul><ul><li>The card is shortly delivered to the customer and the discount obtained is accounted </li></ul></ul>
  5. 5. Promotional campaign <ul><li>1 st month </li></ul><ul><ul><li>Create a buzz and raise curiosity </li></ul></ul><ul><ul><li>Choose an off-season time (benefits & offers in market are least) </li></ul></ul><ul><ul><li>Launch the product and ensure all attributes are up and running </li></ul></ul><ul><li>2 nd month </li></ul><ul><ul><li>Emphasize customer utility and customer service </li></ul></ul><ul><ul><li>Use the first month survey result to make marketing changes </li></ul></ul><ul><ul><li>Encourage the blogging community to raise awareness </li></ul></ul><ul><li>3 rd month </li></ul><ul><ul><li>Add star brands and make people believe in the utility </li></ul></ul><ul><ul><li>Concentrate on improving customer utility and customer service </li></ul></ul><ul><ul><li>Encourage blogging </li></ul></ul><ul><li>4 th month </li></ul><ul><ul><li>Broaden the client base </li></ul></ul><ul><ul><li>Broaden the brand base </li></ul></ul><ul><ul><li>Maximize utilization of the existing customers </li></ul></ul><ul><ul><li>Maximize utilization of the existing brands </li></ul></ul>
  6. 6. 1 st Month <ul><li>Advertising </li></ul><ul><li>Personal selling </li></ul><ul><ul><li>Bulk distribution of temporary cards </li></ul></ul><ul><ul><ul><li>High profile customers of existing brands </li></ul></ul></ul><ul><ul><ul><li>The corporate in the NCR region </li></ul></ul></ul>Means Message Social network sites <ul><li>Sites and online communities </li></ul><ul><li>Facebook </li></ul>Radio campaign Radio channels preferred by 20-35 aged market Existing brand partners <ul><li>Avail benefits by purchasing Zippify </li></ul><ul><li>Websites, pamphlets, in-stores </li></ul>Free ad magazines Articles or banners about the product and URL
  7. 7. 1 st Month (contd.) <ul><li>Promotion </li></ul><ul><ul><li>Competitions between students which can have membership as prize </li></ul></ul><ul><ul><ul><li>Competition can be same as the current one and for example can be regarding making a video </li></ul></ul></ul><ul><ul><li>Membership purchased in bulk get discount on the membership fee </li></ul></ul><ul><li>Direct marketing </li></ul><ul><ul><li>Direct mails - Card related information and the URL to high purchase customers of existing Brands </li></ul></ul><ul><ul><ul><li>Tell a friend – free membership on referring 20 friends </li></ul></ul></ul>
  8. 8. 2 nd month <ul><li>Continue all the steps that were implemented in the following </li></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Promotion </li></ul></ul><ul><ul><li>Direct marketing </li></ul></ul><ul><ul><li>The implementation of the above promotional mix steps will be regulated based on the result of the survey conducted at the end of the 1 st month </li></ul></ul><ul><li>Public relation </li></ul><ul><ul><li>Start a blog site within the Zippify website </li></ul></ul><ul><ul><ul><li>Restrict the topics to shopping, brands and zippify utilities </li></ul></ul></ul><ul><li>Personal selling </li></ul><ul><ul><li>Free card distribution to high profile customers continues </li></ul></ul>
  9. 9. 3 rd month <ul><li>Advertising </li></ul><ul><ul><li>Social networking sites cost decreases </li></ul></ul><ul><ul><li>In-store cost remains same </li></ul></ul><ul><ul><li>Free ad magazine cost is zero </li></ul></ul><ul><ul><li>The radio campaign can change the message and cost decreases </li></ul></ul><ul><ul><li>High purchase customers can be advertised on the website </li></ul></ul><ul><li>The following can be maintained at same level </li></ul><ul><ul><li>Personal selling </li></ul></ul><ul><ul><li>Direct marketing </li></ul></ul><ul><li>Promotion </li></ul><ul><ul><li>Discounts for bulk membership continues </li></ul></ul><ul><ul><li>Competitions at institutions are eliminated </li></ul></ul><ul><li>Public relation </li></ul><ul><ul><li>Encourage use of the blog space and offer free membership for best blogs </li></ul></ul>
  10. 10. 4 th month <ul><li>The following can be maintained at same level </li></ul><ul><ul><li>Personal selling </li></ul></ul><ul><ul><li>Direct marketing </li></ul></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Promotion </li></ul></ul><ul><li>Public relation </li></ul><ul><ul><li>Encourage use of the blog space and offer free membership for best blogs </li></ul></ul><ul><li>Collaborate with other popular sites to host zippify banners in exchange for hosting their banners on zippify site </li></ul>
  11. 11. Snapshot – Promotional mix intensity Heads Activity 1st Month 2nd Month 3rd Month 4th month Advertising <ul><li>Social networking </li></ul>Start Same Decrease Decrease <ul><li>In-store </li></ul>Start Same Same Same <ul><li>Free ad magazine </li></ul>Start Same Same Same <ul><li>Radio </li></ul>Start Same Decrease Decrease <ul><li>Featuring customers </li></ul>Start Same Personal selling Start Same Same Same Promotion Start Same Decrease Same Public relation Start Same Same Direct marketing Start Same Same Same
  12. 12. <ul><li>Thank you </li></ul>

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