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Marketing plan
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- 3. Market Summary Centuriesfirst decade saw exponential growth in internet activity in India 243 million users in 2014 + 183 million active mobile internet users Since 2012, Indian e-commerce market grew over 30% ; fastest in Asia- Pacific region India had 14 billion online shoppers in 2014
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- 5. Market Summary Fastest everurbanization has made online shopping a big hit in INDIA
- 6. • Connecting localservice providers, retailers and customers to customers • A trusted name among the shoppers • Transform the way customers expect online commerce
- 7. • A B2Cand C2C service model would be followed • Services to be launched in metro cities and in 2 years, the operations to extend to Tier-2 cities • Services like grocery shopping, availing local services like electricians along with fashion apparels from local shops to be launched • Some premium services would be provided to customers to engross more revenues from subscriptions Path Ahead
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- 9. Product • Company providesalternative for almost every offline retail products and services • e-Retail grew rapidly but market segments like online grocery shopping, doorstep furnishing services remain underserved • Promising juxtaposition of growing urban population and time crunched millennials
- 10. Product • Company providesthe “Global Market” as well as “Local Market” at doorsteps • From home furnishing to groceries to doctor’s consultation to your local tailors to Adidas : everything at one place • Also a community platform where indiviuals could come together to do many things like carpooling, sharing or renting books or movies
- 11. Product • No suchbroad concept of e-retailing has been brought to India till now • Makes the brand the first of its own kind • The vast product line ensures maximum reach out to different customer needs
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- 13. Market • e-Retail Marketgrowing at over 30% annually expected to cross $20 billion dollars till 2017 • The market is driven by mobile app users • Product would provide an ease for customers to buy things that were previously available through offline options only
- 14. Market • Collaboration withlocal retailers and service providers along with big names of retailing • The potential customers would be urbanized millennials
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- 16. Market • Controlling thequality of the product and the services would be a challenge • Collaboration with small retailers in non-metro cities will be a challenge • Will need to penetrate the segments already dominated by established companys
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- 18. • Customer baseof 1 million active users in next 5 years • To be operational in 5 metro cities and 12 Tier-2 cities in next 3 years • To register an exceptional growth and expand to $100 million in next 5 years
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- 20. Target Segments Age Demographicsof Indian Internet users
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- 22. Collaborators • Small retailers,local home furnishing units, large retail chains like Reliance Fresh, local tailors and other service providers • A multi-channel distribution system to be used : Local services would be voluntarily distribution and the traditional segments like branded apparels through contract distribution channel • Various social clubs for women and young people. • College festivals and events
- 23. Competitors • Flipkart ,Snapdeal and Amazon.com • Lybrate • UrbanClap
- 24. Competitor Points ofParity Points of Difference Flipkart Online Appliances and Apparels Local boutiques for tailor made clothes UrbanClap Local services of daily needs Time bound availability Lybrate Online consultations from Doctors Making appointments through app and patient ratings Competitors
- 25. Customer value • Productto be presented as the convenient window to shop anything • Easy to use and providing better local services • Alternate to avail everyday needs of local markets without the haggle of the brick and mortar shopping • Trusted app community
- 26. “Relax ! Worldis a click away”
- 27. Collaborator value • Departmentalstores will have the opportunity to expand to more and loyal customers • Home service providers could organize themselves to work at their best potential to earn • Local stores will have better visibility and an shared platform to go online without the extra investment in the website
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- 29. Services • Home grocerydelivery • Local home furnishing services • Services of professionals like doctors available through app • Sharing and renting belongings
- 30. Pricing • All retailstores would be required to pay annual listing fee that will depend upon the type of the retail business • All local home furnishing service providers would pay annual listing fee • A small percentage of the “Total Fee” of the product would be charged from sellers on product basis • Professional services would be part of the “community segment” and one time subscription would be required to register as a professional on
- 31. Pricing • “Community” segmentwould be divided in two segments: Professionals and Customers • Premium services for customers would be on monthly and annual basis • The activities of renting would be charged a fixed price depending upon the product
- 32. How To Communicate •Everything they could want in a mall or nearby market available on their phones • No long lines, no parking issues, no traffic and no need to carry heavy bags • No brainstorming to schedule time for visiting market • User feedback and ratings about a dealer For Customers
- 34. How To Communicate For Sellers •Opportunity to expand their customer base • Digital platform : No investment needed for small retailers • Service providers would have a better availability of work all around the year • Professional could extend their network grid and get more clients
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- 36. Marketing Means • Industryevents and award shows • Social media presence on Twitter, Facebook, Reddit and various blogs • Word of mouth : Collaborating various local social clubs and societies • Digital and offline ads • Publications in magazines, newspapers
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- 40. 202120192016 Operations began in Mumbai, Delhi, Kolkata, Bengaluru, Chennai 1million users and operations expand to 12 Tier-2 cities Company grew to $100 million and operations include tours and travel, auctioning as well
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- 42. DISCLAIMER This presentation wasprepared by Prasoon Bajpai, IIT Kanpur as an internship assignment under the supervision of Prof. Sameer Mathur , IIM Lucknow