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Medical startup

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media strategy for a medical startup

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Medical startup

  1. 1. Strategy for a medical startup TM
  2. 2. The Brief A new brand and e-commerce site selling more than 1,200 prescription drugs Will offer all of the prescription drugs, visible online in the government approved blister packs The online superstore will also feature an attractive variety of non-prescription items, as the mega-retailers in the US, such as Walgreens and CVS Key Market Trends and Facts : A Google search for Indian “prescription drugs online” reveals a number of players Most of these are passive, and using SEO, or paying for rankings but are doing little else to establish a brand thorough offline promotion. Healthkart.com, which has promoted itself to a fair degree, but does not sell prescription products. Business and Marketing Objectives : The first time is doing a consumer campaign. The objective is to drive traffic to the website to get consumers to buy prescription drugs online. CAC (Cost of Acquiring Customer) experienced by Flipkart, Ekshop, Jabong, etc. which are falling in at about Rs 1300. Target Audience: The family matriarchal head of household will likely be making the prescription drug purchasing decisions for the family Communication Channels: To be suggested Timings and Budget : To be suggested
  3. 3. Ecommerce Sales Share Worldwide, by Region 2013-2016 NA APAC WE LAM C&E Eur MEA 2% 4% 4% 26% 28% 35% 2% 2% 2% 4% 4% 4% 4% 4% 4% 25% 25% 24% 31% 33% 35% 33% 32% 31% •In 2014,North America will remain the leading region in the sales share with 1/3rd of total dollars spent worldwide •It is expected Asia Pacific will dismiss North America from the leading position in 2015 •90% of global ecommerce market will be controlled by North America, Asia Pacific & Western Europe TM Source: eMarketer.com Period: July 2014
  4. 4. The Great Indian E- Commerce Bazaar 343 Stores included in the Research . The stores which were really selling stuff 59 Stores classified as Multi-Category. Stores selling more than one category 195 Stores classified as Single-Category. Only Fashion, Electronics, Books etc 89 Stores classified as Niche Stores selling a sub set of category 26 Brands that have their own online stores Example: Nokia, Puma, Samsung 23 Online stores of offline retail chains Example: Mobile Store, Crossword, Landmark 130 Stores selling Clothes & Apparel (Popular Category) 91 Stores in Fashion Category Example: Myntra, Zovi, Jabong etc 36 Stores selling Lingerie (and innerwear) Why should boys have all the fun 6 Stores with ‘Kart’ in their name Not everyone follows Flipkart 23 Stores with ‘Shop’ in their name It’s all in the name 7 Stores selling Grocery Online Real time bargain needs to be added 14 Stores selling only Books Selling books is not easy after all Multi Category, 59 Niche Stores, 89 Clothing & Apparels Fashion & Lifestyle Shoes & Accessories Mobiles & Electronics Computer & Peripherals Jewellery Accessories Camera Accessories Single Category, Home Appliances 195 Home & Kitchenware Games & Consoles Health & Personal Care Books Innerwear & Lingerie Baby Pdt & Kids Movies & Music Sports & Outdoors Cakes & Flowers Food & Groceries 130 107 98 97 88 85 81 72 58 56 55 47 36 32 31 28 Source: 26 15
  5. 5. Online Retail is on the ‘Rise’ Unique visitors (000) Avg minutes spent Flipkart +216% 22929 Flipkart 6.3 Jabong +10.98% 17875 Jabong 2 Amazon +88.90% 15278 Amazon 5 Snapdeal -77.10% 15258 Snapdeal 3.5 Ebay -68.90% 9330 Ebay 3.2 Shopclues +22.60% 7951 Shopclues 3.6 Myntra +133.8% 7875 Myntra 4.4 Homeshop18 1624 Homeshop18 3.6 +74.7% TM
  6. 6. Top Players (spends)…. Rs.2119 (Mn) Rs.2075(Mn) Rs.1735(Mn) Rs.1706(Mn) TM Rs.702(Mn.) Rs.1537(Mn) Rs.1255(Mn) Rs.1282(Mn) Rs.1243(Mn) Rs.1144(Mn.) Rs.835(Mn) Rs.492(Mn) Rs.238(Mn) Rs.219 (Mn) Rs.205(Mn) Rs.196(Mn) Rs.192(Mn) Rs.165(Mn) Rs.174(Mn) Rs.164(Mn) Source: Adex / Comscore Period: Apr14-Jan15
  7. 7. Look at some brand case studies which have created a new market TM
  8. 8. T
  9. 9. Traffic on website Organic Paid Social Mail Display Referrals Search Direct 3% 3% 8% 22% 32% 32% TM Unique Visitors (000’s) - 7150 Spends: Rs.165 (Mn) States 19% 81% City Source: Adex/Comscore/Similarweb Period: Apr14-Jan15
  10. 10. Activity Calendar and Unique visitors 60 50 40 30 522 467 20 10 7 3 TV (Rs.Mn) 674 454 54 Digial (Rs.Mn) NGRP 50% jump in traffic 864 643 13 3 UV (000's) 52 48 1007 892 652 21 246 171 4 975 114 1200 1000 800 600 400 200 0 0 0 1 0 0 36 1 21 0 0 0 0 0 0 0 0 0 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Introduction of TV creates a spike of almost 50% in he UV’s of the website Source: Adex/Comscore/Similarweb Period: Apr14-Jan15 TM
  11. 11. Similar Category Players TV(Rs.Mn) 4.5 4 3.5 3 Fabfurrnish Digi (Rs.Mn) NGRP 4.2 2,531 2.8 2.5 UV (000's) 3000 2500 2000 TV (Rs.Mn) 12 10 8 Urban Ladder Digi(Rs. Mn) NGRP 9 446 396 UV (000's) 600 11 11 500 488 8 400 373 2.5 2 1,145 1,180 1.5 1 0.8 0.8 0.5 0 0 0 0 0 0 1.9 1,030 906 0.6 0 0 0 0 1,729 1,385 1,094 1.5 901 1.2611.1 207 0 0 0 0 0 0 15 0 0 0 1500 1000 500 0 6 4 190 3 126 2 1 1 0 0 0 0 0 0 6 297 270 5 200 3 0 0 0 0 0 0 6 315 40 0 0 0 0 0 0 0 300 200 100 0 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Consistent use of digital results in consistent rise in traffic - but the same is also proportionate to drop in spends TM Source: Adex/Comscore/Similarweb Period: Apr14-Jan15
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  13. 13. Traffic on website Organic Paid Mail Social Referrals Display Search Direct 1% 5% 15% 17% 22% 40% TM Unique Visitors (000’s) - 5241 Spends: Rs. 131(Mn) States 23% 77% City Source: Adex/Comscore/Similarweb Period: Apr14-Jan15
  14. 14. Activity Calendar and Unique visitors 25 20 15 360 10 5 0 0 0 0 436 405 4 1 0 0 0 0 TV (Rs.Mn) Digial (Rs.Mn) NGRP 611 571 559 18 16 13 168 4 0 0 0 0 UV (000's) 617 16 267 3 21 21 524 245 1 590 487 8 3 568 195 3 700 600 500 400 300 200 100 0 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Heavy increase in Digital Media Spends leads to a rise of 20% traffic Source: Adex/Comscore/Similarweb Period: Apr14-Jan15 TM
  15. 15. Similar Players Cilory Pretty Secrets 0.4 0.4 0.3 0.3 0.2 0.2 0.1 0.1 0.0 Digi (Rs. Mn) UV (000's) 250 200 150 100 50 0 Traffic directly proportional to digital spends TM Digi (Rs. Mn) 10.0 9.0 8.0 7.0 6.0 5.0 4.0 3.0 2.0 1.0 0.0 UV (000's) 700 600 500 400 300 200 100 0 Source: Adex/Comscore/Similarweb Period: Apr14-Jan15
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  17. 17. Traffic on website Organic Paid Mail Social Display Referrals Search Direct 3% 5% 10% 17% 23% 42% TM Unique Visitors (000’s) - 35431 Spends: Rs. 184 (Mn) States 18% 82% City Source: Adex/Comscore/Similarweb Period: Apr14-Jan15
  18. 18. Activity Calendar and Unique visitors 18 16 15 14 13 12 3431 10 8 6 5 4 2 TV (Rs.Mn) Digial (Rs.Mn) 14 14 12 3406 336410 3257 3298 6 5 4 516 NGRP UV (000's) 13 3547 6 1 5099 113941 11 6000 5305 14 5000 4000 3000 2000 4 1000 308 0 Apr-14 TM 168 184 May-14 Jun-14 408 Jul-14 Aug-14 293 0 9 0 Sep-14 Oct-14 Nov-14 45 0 Dec-14 Source: Adex/Comscore/Similarweb Period: Apr14-Jan15
  19. 19. TM
  20. 20. Traffic on website Social Mail Display Referrals Direct Search 1% 2% 2% Local Baniya Social 1% Mail 2% Display 4% 19% Referrals 36% Direct 40% Search Big Basket 16% 44% 33% Unique Visitors (000’s) - 378 TM Unique Visitors (000’s) -
  21. 21. Activity Calendar and Unique visitors Local Baiya 12.0 10.0 8.0 Print (Rs. Mn) 41.0 7.5 39.0 Digi(Rs. Mn) UV (000's) 11.2 47.0 60.0 50.0 48.0 8.4 40.0 4.5 4.0 3.5 3.0 235 Big Basket Print(Rs.Mn) UV (000's) 294 279 262 267 243 350 299300 288 250 37.0 38.0 6.0 4.0 3.5 2.7 2.0 1.2 0.0 0.0 0.0 0.0 0.0 37.0 7.0 30.0 25.04.7 2.7 2.0 0.0 0.0 0.0 0.0 0.2 36.0 205 2.5 30.0 2.0 20.0 1.5 1.0 10.0 0.5 0.1 0.0 0.0 219 200 150 100 50 0 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Consistent use of Print can increase the site traffic - 5-10% TM
  22. 22. Local Baniya vs Big Basket Spend Volume(sqcm) Markets # of Publications Publications TM Rs 51 Mn 113244 Mumbai Pune 6 TOI Group Rs 29 Mn 50783 Chennai, Banglore,Hyderabad,Kol katta,Mumbai 5 Hindu,BS,TOI,Vijaya Karnataka,Banglore Mirror
  23. 23. Key Takeouts Traffic acquisition TV Media + Digital Media Advertising inflection point Digital Media + Organic Organic TG DigiNatives DigiNatives DigiMigrants TM • All e-com players following a similar traffic acquisition pattern - Level 1: setting a base of audience - Level 2: start acquiring from the heavy online user base (diginatives) - Level 3: Grow the market and get visitors from mass media who use internet (digimigrants)
  24. 24. Impact of Media & Cost per UV TV+Digital UV’s - 5Lac - Print Only Digital UV’s - UV’s - 50% spike in traffic 1Mn 15% spike in traffic Cost / UV - Rs. 200 - Rs. 1200 20K - 200K Cost / UV - Rs. 350 - Rs. 900 Spike of 20% in traffic 50K - 350K Cost / UV - Rs. 15 - Rs. 150 National Game 400 ll India GRP’s Approx spends 60 Mn TM Regional Game Reach 35%@1+ per month Approx spends 5 Mn per month National Game 1.5 Lakh views per month Approx spends 12 Mn per month
  25. 25. Media Approach Play the National Game in Regional TV+Digital UV’s - 2Lac - Traffic acquisition National TV + Digital Media 50% spike in traffic 4Lac Cost / UV - Rs. 300 - Rs. 500 Advertising inflection point Digital Media + Regional TV Organic 6 months 6 months National Game in Regional 400 Market level GRP’s TG DigiNatives DigiNatives DigiMigrants TM
  26. 26. Key Hygiene checks before we create a media plan Identify key markets Via Search Volume Via Sales Volume Media Viability Understanding Recommended the TG Media Mix Demographic TV Psychographic Media Preference Digital
  27. 27. Key Hygiene checks before we create a media plan Identify key markets Via Search Volume Via Sales Volume Media Viability Understanding Recommended the TG Media Mix Demographic TV Psychographic Media Preference Digital
  28. 28. Market Identification from search traffic Pepperfry.com Big Basket.com Zivame.com Big Banya.com Urban Ladder Top Cities Bglr, Mum, Del, Chn, Hyd, Pune, Ahm, Kol Top States Lenskart.com UP, Kar, Mah, WB, TN, Guj Source:Google trend
  29. 29. High Sales Markets Univ Online Shopping (000's) (000's) Markets 138,904 %disp 23,809 %disp Index Key Markets Media Viable Markets Mumbai 8,196 Pune 2,894 6 2,029 9 144 2 882 4 178 Genre MUM PUNE MAHA KOL WB CHN TN BLR KAR HYD AP DEL AI Maharashtra 22,828 16 4,742 20 121 H GEC 30 25 30 15 15 1 0 5 5 8 5 39 17 Kolkata 5,170 4 2,104 9 237 Tamil 77 74 13 West Bengal 9,434 Delhi NCR 9,632 Chennai 4,122 Tamil Nadu 13,250 Bangalore 4,656 7 2,404 10 149 7 3,144 13 190 3 1,397 6 198 10 1,948 8 86 3 1,732 7 217 Telugu Marathi 23 Bengali Kannada 31 23 52 51 57 58 10 9 6 37 46 6 Karnataka 10,206 7 1,995 8 114 Hyderabad 3,068 2 804 3 153 Andra Pradesh 11,246 8 1,388 6 72 Ahmedabad 2,526 2 894 4 206 1 Mumbai + Pune + RO Mah Surat [+08/08] 2,270 2 891 4 229 Gujarat 10,190 7 2,632 11 151 Cochin 864 1 274 1 185 2 Bangalore + Karnataka Kerala 10-40 Lakhs 3,662 3 826 3 132 Kerala 5,706 Lucknow 1,248 4 1,163 5 119 1 355 1 166 3 Chennai + TN Kanpur [+08/08] 1,182 1 37 0 18 Uttar Pradesh 14,386 Ludhiana 854 10 1,181 5 48 1 252 1 172 4 Hyderabad + AP Punjab/Haryana 8,144 6 677 3 49 Jaipur [+06/05] 1,290 1 255 1 115 5 Kolkata + WB Rajasthan 5,792 4 654 3 66 Indore [+08/08] 870 1 183 1 123 Madhya Pradesh 8,566 6 1,397 6 95 Patna 606 0 143 1 137 Bihar Jharkhand 5,370 4 229 1 25 Bhubaneshwar TM 486 0 68 0 82 Orissa 2,868 2 198 1 40 Uttaranchal 1,286 1 57 0 26 Source:TGI
  30. 30. Key Hygiene checks before we create a media plan Identify key markets Via Search Volume Via Sales Volume Media Viability Understanding Recommended the TG Media Mix Demographic TV Psychographic Media Preference Digital
  31. 31. The Core TG Working women / Young mothers have higher affinity Demographics Base Occupation Category Users Affinity Total 107,166,000 % 10,922,506 % % 35% Male 52% 51% 99 65% Female 48% 49% 102 15-19 yrs 15% 14% 94 20-24 yrs 14% 15% 111 25-34 yrs 30% 32% 107 35-44 yrs 23% 45-55 yrs 18% SEC A1 7% 24% 101 15% 82 10% 151 Female 20-44 years SEC AB SEC A2 14% 16% 114 SEC B1 17% 19% 112 SEC B2 18% 18% 98 SEC C 44% 36% 84 Source: TGI
  32. 32. Media Reach and Affinity Conventional media reach is high includes TV, Press, Radio and Outdoor Internet & Magazines have a very high affinity and therefore the lowest spill over % Reach Affinity 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 94% 100 TM 92% 102 63% 97 60% 95 119 19% 143 102 50% 21% 160 86% 140 120 101 100 82 80 60 23% 40 20 0 Source: TGI Source: IRS R2, 2007
  33. 33. What entertains??? Television Print Internet •Reality shows/ Talent hunt • Beauty & hair Care shows • Fashion & Lifestyle • Women’s Pages • Movies, Awards, Countdowns • Social Media • Home Care, Fashion, Fitness, • Women’s interest shows like Gardening Cooking, Baby & Child • Celebrity News - Gossip Cooking, Arts, Lifestyle, Fashion, Care Fitness etc. • General Interest News •Horoscopes & Tarot Cards TM Source: TGI
  34. 34. Media Approach Play the National Game in Regional TV+Digital TG: UV’s - Working Females 2Lac - Traffic acquisition National TV + Digital Media 50% spike in traffic 4Lac Cost / UV - Rs. 300 - Rs. 500 SEC AB1, 25-40 Market: Mum+Pun+RO Mah Bglr+Kar Chn+TN Advertising inflection point Digital Media + Regional TV Organic National Game in Regional 400 Market level GRP’s TM Hyd+AP Kol+ WB TG 6 months 6 months DigiNatives DigiNatives DigiMigrants
  35. 35. Lets discuss TM

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