This document outlines We Don't Sing's marketing strategy. It discusses the services offered, benefits of adding new services like online advertising and reputation management, and a five phase business development cycle of lead generation, pitching, negotiations, execution, and promotion. It also analyzes opportunities in the growing online advertising market and revenue potential from digital marketing services. The strategy aims to partner with advertising agencies, target clients with budgets over 20L, and focus on client acquisition and reputation building in the domestic market for the next fiscal year.

1. Marketing Strategy
Prepared by-
Parixit Dwivedi

2. Services On Role
We Don’t Sing offers the following services-
• Web Design & Development
• Social Media Management
• Digital Marketing
New Services to add-
• Online Display Advertisement
• Online Reputation Management
• Viral Marketing
• Email Marketing
• Corporate Design & Development- Logos, Brochures etc.
• Domain Registration & Hosting.

3. Benefits Of Adding Services
• Cost Effective- More Options gives more flexibility for the client to decide
the best platform for promotions and in turn gives us an opportunity to mix
and match the budget and earn maximum value for an investment
• One Stop Solution for clients- ensures that the client’s digital needs and
demands are fulfilled by us and hence Client Retention is ensured.
• Exposure & Value Addition- The overall exposure for We don’t Sing
along with its exciting new services will prove valuable and evidently
project an image of a bigger and much larger corporation in force which
will gain market trust and respect for the company.

4. Business Development Cycle
Lead Generation
Pitch, Presentation,&
Profiling
Final Draft,
Costing,
&
Negotiations
Execution,
&
Implementation
Reference, Data Mining,
&
WDS Promotion &
Advertisement

5. Phase-I : Lead Generation
• Being a reseller for GoDaddy , Net4India, etc. would ensure us with surplus
data of new domains registered across India and globally. The data
obtained is a raw data, thus, data filtration, validation, & mining would
ensure quality of data and hence provide us with new prospective client
base. Eg: GoDaddy uses ‘whois’ server to generate database of people
registering for domains across the world, which in turn can be provided to
WDS.
• Sms campaigns, mass mailers etc. would provide us with added leads and
revenue and simultaneously ensuring Brand positioning for WDS

6. Phase-II: Pitching, Profiling, Presentation
• Pitching- Initial contact would be done by tele-sales team which would
ensure data validation, customer enquiry and feedbacks are promptly and
effectively done.
• Profiling- The telesales team would than give the prospective customers
details, requirement, etc. to the BD Team, which would than initiate a
second contact to understand the exact requirements of the customer and
thus would be responsible for drafting the initial proposal based on the
customer’s requirement.
• Presentation- This is the 1st meeting phase with the client. After initial
presentation has been sent to the customer. This can be a closure phase or
a requirement analysis phase wherein if there is any discrepancy between
the customer understanding-related to the service process or costing or
TAT, it would be rectified and discussed and hence final presentation for
customer requirements is drafted based on the conclusion of the meeting.

7. • Phase III : Based on the conclusion of the 1st meeting the final draft of the
presentation is made and sent across to the customer. This would have the
negotiated costs, TAT etc., so an agreement structure between the client
and WDS is formed for execution of the service.
• Phase IV : The Execution of services and Coordination will be maintained
by WDS Coordinator or Account Manager related to payment, terms &
Conditions, Service Delivery, Quantified reports and returns.
Phase-III : Final Draft, Costing & Negotiation
Phase-IV : Execution & Implementation

8. Phase-V
• This Phase represents the WDS Promotions like-SMS Campaigns, mass
mailers, advertisement etc. which would help us to position WDS as a
Brand for Online Services and Digital Market.

9. Online Display Ad’s
As is evident from the above diagram, the market for Online ad’s has seen a
tremendous increase every year growing 2x times and the present data as per
IAB records, growth of Display Ads in India alone is expected to be more than
INR. 900 Cr. For the FY 13’-14’ in various segments. Which gives us enough
reasons to step in the market of Online ad’s.

10. Digital Marketing-SEO,SEM, SMM
• SEM with SEO & SMM would ensure cash crops being generated regularly, hence,
streamlining the process of SEM would enable us to fund the day to day operations.
• Online Reputation Management, Social Media Marketing & Online Brand Activations
would ensure bigger yet vital chunk of revenue and would be an ongoing process for
clients and us.
• PPC on Google, FB, & LinkedIn would earn us a commission of approx. INR.3-15
lakhs in a month. Though it again depends on the client requirements and credit line.

11. My Effort & Estimation
• Align WDS with various agencies such as Tyroo, Affinity, Mindshare,
GroupM, etc. for tie ups, Subletting & Ad network platforms for Online Ad’s
& Digital Marketing.
• Targeting Accounts with annual Marketing Budget more than 20L for annual
contract of Digital marketing.
• Revenue Cashcrop generation would be done through data provided (by
being resellers for various SP like GoDaddy, Net4India etc.) which would
amount to atleast INR. 5-20L every month if efficiently pitched.
• Streamlining SEM process-i.e. Team build up for In House SEO, PPC,
ORM, etc. which would ensure WDS expansion philosophy being
implemented actively and efficiently.
• Expectation on sales for the final quarter for the ending FY is approx. 20L.
Due to year ending audits etc. however, this period would give us a time to
prepare ourselves for the next year, thus fulfilling manpower needs,
processing service like SEO, Display Ad etc.
• The focus for the next FY would be on client acquisitions which
automatically would take care of the revenue. And to build a reputation in
the domestic market.

12. Probable Client Segment
• Real Estate
• FMCG/FMCD
• Retail
• Travel & Tourism
• Government Sectors into Tourism, Welfare, Railways etc.
• Hospitality
• Automotive