Consumer Marketing , Brand Building , Offline - Online Integration in India ...

1. www.Peshwaacharya.com
thePeshwa@gmail,ckm
• Chief Marketing Officer - Sterling Holidays ( Thomas Cook & Fairfax Company )
• Founded : Thinkasconsumer.com, EazyFriday.com, Rocketperks.com , Leven.co.in .
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Peshwa Acharya

2. A
COMPANY

3. PESHWA ACHARYA | Brand journey
• CMO – Sterling Holidays (a ‘Thomas Cook’ company )
• Former CMO – Reliance Retail, Housing, Reliance Mobile , Vodafone

4. The Digital
Transformation of
Business
The concept of Uberization
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5. Uberization
• Ola doesn’t own any of their taxis
• Prevents unionization, insurance and maintenance and asset
depreciation
• Very ‘asset-light’
• Incites Enterprenuerial spirit
Utilising Uber’s
business model

6. Value Creation
• Taxi business is extremely disorganised
• Ola, Uber, TFS and other competitors aim to organise this sector
Disorganised Value Creation Organised

7. Bridge the Gap
Demand Supply
Technology
App
Website
Call centre

8. Content is King
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9. e-Commerce
Inflexion Points
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10. e-Commerce is still Commerce
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11. Platform Creation
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12. The Power of Platforms
Changed the way we socialize
Changed the way INDIA shops
Changed the way we search
Changed the way INDIA travels
Changing the way we do Real Estate
As Per Google Study
Valuation $341 bn
Valuation $212bn Valuation $19 bn
Valuation $2 bnValuation $11 bn
Valuation $ 150 mnValuation $ 1 bn
Valuation $250 mn
Platforms Command Valuation 12
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13. Omni Channel
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14. App v/s Web
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15. Social Stores
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16. Future is AR/VR
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17. Chat Bots
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18. Appropriate Technology
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19. Offline v/s Online
Promo v/s Persuasion
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20. Digital Native Generation
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21. Digital Transformation in
Travel Industry
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22. Digital Transformation in
Logistics
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23. Housing
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24. $180 billion (INR 1.12 Lac Cr) Industry : CAGR 19%
Market Size of Real Estate in India ( $billion)
Real Estate Industry Size In India
As Per Google Study
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25. Role Of Internet In Buying Decisions
ZMOT is now a reality in online Real Estate buying 25
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26. Emerging Trends in Indian Real Estate
 Internet influence on real estate transaction value amounts $43bn
i.e. approx 40% of market
 The expected internet influence CAGR in 2014 is 25%
 Listings in top 50 cities were 2 lakhs (’12), 5 lakhs (’13) and 14 lakhs
('14)* growth of 250%
Influence of internet is rapidly increasing in Real Estate because of
convenience & greater options
As Per Google Study
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27. Role of Internet in Real Estate
Internet is a key influencer in Real Estate Research As Per Google Study
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28. All India Figures
Housing - 2X better in each parameter that matters
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29. E-COMMERCE IN INDIA Growth drivers for ecommerce —growing internet users
Source: KPMG
he words ‘retail therapy’ or ‘going
shopping’ were long associated with
physical, brick-and-mortar retail. But
Twith stores and brands going clicky
(websites) and appy (mobile apps) these terms
have already widened to accommodate online
shopping. Over the last couple of years, the
Indian ecommerce space has filled up with home-
grown players such as Flipkart, Snapdeal, and the
big daddy of ecommerce, Amazon. Online shop-
ping has captured the imagination and attention
of consumers, media, brick-and-mortar players,
brands, and of late, even the tax authorities and
the government.
Various studies estimate Indian ecommerce to
be about US$ 3bn as of now, which is just 0.8%
of the Indian retail market. However, this share is
expected to increase rapidly as more people shop
online. Of the 200mn people in India who access the
internet, 28-30mn (less than 3% of India’s population)
shop online. However, this number can move up to
touch 100mn by 2015 and a whopping 200mn by 2017,
which is the same as the number of Indian internet
users in India today. Nitin Bawankule, Director, Google
India Ecommerce, says that, “Even now, there at least
200mn people who can purchase online in India”. The
market is redefining itself rapidly as etailers advertise,
reach out, and offer deals and discounts to consumers.
So how big is the
Indian Retail market?
During GOSF 2013 (held overthree days in December
2013), over 60mn people visited online shopping sites
and 16mn unique customers shopped at the event.
Myntra.com claimed that it made over100,000
shipments for orders placed in those three days.
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Drivers of e-biz models: opportunities and discounts galore
Current online spending

30. What are Indians buying online?
Share of overall retail market, 2013
Online retail market-Category break-up (by value), 2014
Jabong has had the number of its unique visitors
double in the last 2 years
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Jabong’s category wise revenue-mix

31. Reports said that Flipkart sold over half
a million mobiles in just one day on its
Big Billion Day sale on 6th October.
Number of SKUs on offer by Flipkart
Large number of SKUs
on offer
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32. India’s online market comprises of various players
with different models. Players that retail pretty much
everything from electronics to FMCG products
follow a version of the ‘marketplace’ model. Amazon
and Snapdeal operate on this kind of a model where
their role is to facilitate the sale and fulfil it — that is
handle logistics, deliveries, and returns. In this mod-
el, the portals do not hold any inventory on their
books. Flipkart used to operate on a hybrid model,
where it held its own inventory and also acted as a
The categories, the
major players, and
business models
marketplace. However, it has now moved to a mar-
ketplace model, albeit with far lower sellers/vendors
than Amazon or Snapdeal, since WSRetail (erstwhile
Flipkart group company) still contributes a significant
portion of its sales. Vendors and sellers usually sign
up with these marketplace online retailers for a fee,
depending on the category.
Players such as Myntra and Jabong, which are
primarily apparel portals, have an inventory model.
They have moved to a hybrid market place, but it is
still skewed towards the inventory-led model.
Number of SKUs on offer by Snapdeal
Mobiles is a major
category here as well
Vendorsandsellersusually sign up withthesemarketplace
online retailers forafee,depending onthecategory.
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33. Brand Building Pointers
1. Tricks to Building young ‘Challenger brands’
2. Brand Communication is dead .It is all about Brand Experience .
3. Identify Offline online convergence

34. 3
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MODULE 1
Challenger Brands

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ARIEL Detergents
Challenging established players like RIN & SURF, the brand was able to quickly garner market share
with its innovative product launches and marketing campaigns
• Launched ‘Testimonial advertising’ with Regional Voices
• Launched a LPU Sachet SKU
• New Concept: Ariel microsystem= Detergent bar + Powder + Blue

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BABOOL Toothpaste
A relatively new player in a market dominated by Colgate, Cibaca etc, Babool launched a fighter SKU at
Rs 5 and was able to increase market share from around 4% to 7.8% in less than a year (1 percentage
point = 25r)
• A Rs 5/- LPU Tube pack: First time in the Oral Care market
• Innovative promos: 1+1 Offer, Toothbrush bundled offer
• Geographic focus in rural semi urban
https://www.youtube.com/watch?v=f-btqaJ40RI

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RELIANCE Mobile
Fighting in a cut throat competitive market, Reliance Mobile focused on DATA as a key
differentiator along with actress Anushka Sharma as a celebrity endorser to increase its market
share, also helping create a ‘Younger’ brand positioning .

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HOUSING.com
In a market dominated by Magicbricks, 99acres etc- campaigns focused on ‘House hunting’,
Housing launched a different campaign with ‘Optimism’ as the theme and was able to move the
goalposts.

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MODULE 2

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RELIANCE DIGITAL, from Reliance Retail became India’s biggest Electronics Retailer by focusing on 3
consumer experience segments:
1) Reliance Digital: Offering a large retail store experience
2) Digital Xpress: A personal experience with ‘Experience Zones’ inside
3) DX Mini: A small neighborhood Mobile & Accessories store
RELIANCE DIGITAL

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APPLE
APPLE, widely recognized as among the world’s best marketers, create a differentiated experience
inside the Apple brand stores where customers can experience the brand and its innovative
products themselves without any assistance

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INDIGO Airlines
INDIGO Airlines attacked a big impediment associated with Air travel- ‘Flight delays’ and focused
painstakingly at being punctual. They also coined a term ‘Indigo Standard Time’ to communicate
this claim effectively

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The Oberoi hotels, known for their ultra luxury hotels, offer a personalized experience to their
guests in the form of a personal guide to maintain a unique and luxury brand experience vis-à-vis
other luxury hotel brands
Oberoi Hotels

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MODULE 3
Omni Channel Integration

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HOUSING.com Centres
HOUSING.com a primarily digital real estate search portal, extended their services through an
Offline channel ‘Housing Centres’. At these retail outlets located mostly in Tier2 cities, customers
can visit and get an experience similar to the online portal as well as coordinate with Brokers,
Builders etc

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LENSKART
Lenskart, a successful e-commerce brand in eyewear, launched their own retail stores for
customers to try glasses and get their eyes checked. These stores also double up as delivery & pick-
up points for online orders if the customer so wishes

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APPS DAILY
Apps Daily, an App brand turned the practice of App downloads on its head by launching consumer
packs containing app links and selling them across the counter through Consumer Electronics retail
stores

48. www.Peshwaacharya.com
peshwa.Acharya@sterlingholidays.com
thepeshwa@gmail.com
48
Peshwa Acharya