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Giftpicker
- 2. Gift-Picker One-stop-shop to find giftsof all kinds
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- 4. • An appto make gifting fun and easier for people, helping to connect them. • The main focus of this application will be on assisting people in finding the right gifts with great ease and convenience.
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- 6. Current Situation • Anew m-commerce gifting company • planning to market Gifting products to Indian customers and • later, to introduce bulk ordering
- 7. Marketing Objectives • First-yearbrand awareness among consumers • Developing strategies to retain them • Planning for new features to be introduced in the second year.
- 8. Launch app Spread Awareness Attractcustomers Retain customers Launch Premium version Course of action
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- 10. Company Overview • Gift-pickerwill compete at the affordable gifting market while • focusing on making picking gifts easier. • Positioning as a fun-filled user friendly app. • Main focus ease and convenience offered
- 11. Market Overview • India’sGift Market ~ $30 Billion. • Gift Market on digital space ~ $400million. • When segregated into three categories – festival gifting ~ $7.5billion, – personal gifting ~ $20billion and – corporate gifting ~ $2.5billion.
- 12. Research says….every day, •2 Facebook users have their birthdays 2,70,000 • fFacebook users have their anni- versaries 9000 • uUser realises its his friend’s bday Realise • oOrders flowers/cake/gift from an online portal order
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- 14. Target Customer Segments: Teenagersto middle to high-income adults who: 1. like (or want) to buy affordable gifts for their friends/family; 2. want to buy unique/special gifts for special loved ones ; 3. buy gifts as a tradition for festivals and holidays. 3 Personal Gifting segments
- 15. Target Customer Segments: 3Corporate Gifting segments Professionals and business people who select or give gifts: 1. as a part of a company’s marketing strategies to connect emotionally with their employees; 2. to clients and other business contacts 3. to colleagues or managers on holiday occasions.
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- 17. Goal • At theend of first year, –Sales Income = $ 1 million –App downloads = 700-800,000 –App subscription revenue = $100,000.
- 18. Financial Objectives • First-yearturnover • A minimum level of sales for each retail outlet • Achieving break-even by the end of second year. • Aiming for 10 per cent gross profit margin by the mid of third year.
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- 20. Target Market –Customers 1. Bonnie Bonnie is a student and she is looking for a perfect birthday gift for her friend Melissa. She cares most about price and gifting a personalized, cool present to her friend. Demographics : Age : 15-24 Gender : Female Income : small(student) - $22,000 per annum
- 21. Target Market –Customers 2. Lisa/Alex Lisa/Alex is a student/employee, searching for a Valentine/ birthday/ anniversary gift. S/He wants a product that connects them better emotionally and willing to pay a higher price. Demographics: Age : 15-35 Income : small(student) - $30,000 per annum Gender : M, F
- 22. Target Market –Customers 3. Ms Whitney Ms Whitney is hosting a Christmas party and she is looking for a suitable return gift for her guests. She’s concerned about a reasonable price while maintaining her social status. Demographics: Age : > 30 Income : $15-30,000 per annum Gender : M, F
- 23. Target Market –Customers 4. Mark Mark is an employee searching for a business gift for his manager or colleague and is willing to pay a higher price. Demographics: Age : >25 Income: $12-30,000 per annum Gender : M, F
- 24. Target Market –Customers 5. Mr. James James is an employer at a middle scale company and is searching for gifts for his employees to promote a sense of emotional connectivity with the firm at reasonable prices. Demographics: Age : >30 Income : $15 -30,000 per annum Gender : M, F
- 25. Target Market –Collaborators 1. App developers and team to maintain the app. 2. Product Sellers 3. Distribution channels 4. Customer care team 5. Communication/advertising team
- 26. Target Market –Competitors Direct competitors: •Gifting websites •Gifting Applications •Traditional gifting Stores •Other E-Commerce websites with gifting categories.
- 27. Target Market –Competitors Indirect competitors: •Stores offering products which are seen as possible gifts by the consumers. Like books, apparels, watches etc. •Gift-cards.
- 28. Value Proposition– Customers •Offer immense product range, • Focusing on creativity and inventiveness to satisfy those always looking for “something new” • Unmatched in ease and services • Introducing new Features in the app just to make customer’s life easy. • Timely delivery and anytime delivery.
- 29. Value Proposition– Collaborators •Wider customer base to reach out to. • Increase the network in which they operate.
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- 31. Tactics– Product App Features Dividedin two parts: •P Personal ggGifting •pCorporate ggGifting
- 32. Tactics– Productgbh Product line– Personal Gifting • A chocolates and Cakes • F and Bouquets Flowers • U of all kinds, for all occasions Gifts • O Gift products, T-shirts etc. Personalized
- 33. Tactics– Productgbh Product line– Corporate Gifting • f Bouquets and Flowers • UGift products, T-shirts etc for employees Customized • G Gifts for Manager, colleagues etc. Business
- 34. Tactics - Services AppFeatures – Personal Gifting Free features…. • Add Facebook friends, automatically get reminders for their birthdays 15 days before (selected friends) - to start planning for the gifts. • Set reminders for other events/occasions • Set delivery date
- 35. Tactics– Services App Features– Personal Gifting • Manage budget – Enter budget and divide it among friends/family • Keep track of delivery • Discussion forum • Automatic gift recommendation according to the budget • Sharing experiences/stories related to the product and earn points.
- 36. Tactics– Services App Features– Personal Gifting Premium Features • Gift personalization/customization • Check Wish-list of a friend to find perfect gift he wishes for (Clicking on an item in wish-list will search that item for you) • Same day delivery
- 37. Tactics– Services App Features– Corporate Gifting • Easy customization • Keep track of delivery • Manage budget • Gift categories for each type – Easy to pick
- 38. Tactics– Services Other services •Easy returns • Timely delivery • Strong packaging • Various payment options including • Online payment • Card payment • COD • Wallet
- 39. Tactics– Brand • Appname – Gift-picker to signify how easy picking gifts can be. • App logo – easy to remember and unique to identify.
- 40. Tactics– Brand • Appslogan – ”One-stop-shop to find gift of all kinds” to focus on the ease and convenience offered.
- 41. Tactics– Price • Appsubscription prices: » Weekly subscription : 95 cents » Monthly subscription : $2.95 • Weekly subscription: will reduce the charges and the willingness to pay will increase.
- 42. Tactics– Incentives • Regulardiscounts • Festive season discounts • Earn points and later use them to shop • App referral offers
- 43. Tactics– Communication • ByFacebook page and communities • App notifications to tell schemes • Blogs • Referral offers • Screenshots/ videos : to highlight the extra features they provide like accessing friend’s wish-lists, same day delivery etc.
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- 45. Infrastructure CEO Head, Supply chain Category Management Warehouse Shipping and logistics Head, Engineering Head, Engineering Head,FinanceHead, Engineering User Experience Admin (servers, networks) Business Logic Head, Marketing Digital Marketing Affiliate Marketing Brand Marketing Head, Finance and Admin Human resource Facilities Finance
- 46. Created By: Vertika Bansal,IIT Roorkee under the guidance of und Prof. Sameer Mathur, IIM Lucknow