Market Development

Brand recall value is high People know OLX

I will check what all do I need to sell and then do the listing?

How do I post pictures on

the site ?

Do I need to use a credit

card at OLX ?

At this moment I

cannot think of

selling anything

on OLXI would love to sell, but

will do later.

If there are no charges, what

is OLX’s interest and

benefit ?

Can I search for jobs on

OLX ?

Does OLX charge any

Commission on Sales?

But they might have inhibitions using OLX

Can I Shop on

olx?

Do the products get

home delivered?

We need to break the COBWEBSINHIBITIONS

Do I need to use a credit card at OLX?I would love to sell, but will do later. If there are no charges, what is OLX’s interest and benefit ?Ad posting is free, but OLX must be charging a commission in salesI cant buy a product by just seeing it offline, I need to physically see it to buy it.Must be complicated

VALUE PROPOSITION IN CONSUMERS MINDIs it an online e-commerce for Used goodsIt is another e-bayOLX is the aggregator of used goodsOLX will buy our goods.This service does not seem relevant to me

FENCE SITTERSI would love to sell, but will do later.I cannot think of selling anything on OLX

FEARI will have to register & I would receive unwanted calls & mails from unwanted marketersMy Data would be used for marketing purposesIs it Trustworthy

CONSUMER PERCEPTIO

N

MARKET DEVELOPMENT OBJECTIVE

Mobile first education, trial & engagement of users with OLX

OBJECTIVE• Educate Sellers & Buyers about the correct value proposition of OLX• Educate about the ease of Use of OLX• Clear inhibitions about OLX

Education

• Help customers to use OLX mobile /tablet experience • Trigger trials & engagements through mobile devices thus enhancing the mobile

usage (more easy and user friendly),accessible anywhereMobile First

• Meet Supply Demand matrix by enhancing content through user trials• Create Supply triggers in desired categories(cars, mobile phones etc.)Supply Triggers

• Bringing fence sitters on board through aggressive user trial & experience • Help consumers try OLX by Initial handholding on their devicesOLX Experience

• Complete a 360 degree approachComplement

ATLAll market development activities would be performance based, scalable & low on cost per contact

Update on Activities Conducted

SPORTS COMPLEX ACTIVATION

CINEMA ACTIVATON

SPORTS COMPLEX ACTIVATION(On going)

OBJECTIVE-Enhance Sports Equipment Category by a promotional ground campaign @ 3 sports complexes in Delhi, induce posting through our mobile OLX App

ACTIVITY- On ground FOS activity to be conducted @ all sports complexes(6 days each) with ambient poster branding @ strategic points in the complex(for 1 month). Two promoters with a tab to engage with the sportspersons in the complex educating them about OLX, helping them download OLX App/ post their ads.

EXPECTED RETURNS-touch point with 3000 potential users, 700 app downloads /postings

DURATION- Activity rolled out on Jan 15th, Commenced in Jasola Sports Complex & Vasant Vihar Club, To start @ Siri Fort Complex from Feb 12.

STATUS- Touch based with 1200 potential users resulting in 200+ app downloads/postings,

COST- INR 165000/-

Consumer Speak

I have used olx earlier, since I

have downloaded the app, it would

be more easy.

Does OLX charge any

comimssion?

OLX is so easy to use

through mobile.

I will download the app and use

it in future. Can I sell my bat on olx/can I sell

my skates on olx?

I don’t have pics of my product

here/can I upload them

later.

I didn’t know I could sell my

used stuff through OLX

Key Learning's

Users find OLX mobile app a good

tool to use

Users with selling needs are ready to post their ads on

spot

Potential users have queries

regarding OLX usage functions

Ads got posted from all categories

including sports

12 postings from sports category got

listed

JASOLA SPORT COMPLEX

VASANT VIHAR CLUB

CINEMA ACTIVATIONOBJECTIVEOLX mobile Experience & APP download @ Cineplex’s.

APPROACHLeveraging Cinema walk in customers. To Educate them & have OLX trial & app download while in the Foyer Area(during movie break & waiting for Entry)Communication through 6*6 Standee in Foyer Area

ACTIVITY• Done in 7 Cineplex’s to be chosen across Delhi for 2 days(26th & 27th ) • 6*6 Standee with OLX communication placed at all locations during the activity• 2 promoter per Cineplex engage with consumers ,educating them about OLX and encouraging them to

use OLX(App trial/through tabs etc.)• Any individual downloading OLX app./ posting an Ad via app on his phone would be gratified

EXPECTED RETURNS- touch points 4000, outreach 10000, App downloads/postings-1000

DURATION- Jan 26th & Jan 27th

RESULTS- commenced successfully across all locations resulting in 4000 touch points with 801 app downloads/postings

Key Learning’s

Very less interaction time @ such

locations

Distributed mindshare

Network coverage was a issue

People ready to download app/some even tried posting as

well

Gratification works OLX is high on brand awarness

Cinema Activation via lens

MARKET DEVELOPMENT PLAN

Market Development PLAN

• Pilot projects tested in Delhi/NCR• Trained resources working as our

ambassadors to test waters• Successful initiatives to be replicated by

able partners across nation @scale

INHOUSE FOS(Fleet on Street)

• Able partners with innovative ideas to carry market development at scale and pace

• Implement piloted activities through FOS to a larger scale across top 4 cities

Partnership

INHOUSE FOS ACTIVATIONS

INHOUSE FOSOBJECTIVESeller Education & OLX mobile Experience to potential Users @ various touch points.

APPROACH• Engaging with prospective users through FOS (Feet on Street) at touch points where we could get

maximum mind share. • We would be Hiring FOS on a third party Payroll for 3 months to do some Pilot activities on

ideas(some of them mentioned in PPT) which we intend to execute. • All ideas which seem to be scalable and doable could then be executed at scale through identified

Partners or in-house by expanding the current module

INSIGHT

• Targeting consumer @ touch points where we could have maximum mindshare • It would lead to better understanding & usage of OLX.in. For example- New & used Car

Dealerships, Furniture Stores

LIST of Potential Ideas for FOSCar Dealerships• Leveraging walk in customers of New Car Dealerships. • Most of the customers looking to buy a new car would be having a need to sell off their pre-

owned vehicle. • FOS engages these customers @ exit and helps them try OLX gaining the maximum related

mindshare. Retail Chain Activation• FOS engaging with walk-in consumers of big electronic chains, Home & Furnishing chains

(Home Centre, Home Saaz etc.). As a sizable chunk comes to these centres to upgradeYoung Parents• Taping young parents (with lots of kids stuff to dispose) @Touch points such as Play Schools &

Nurseries. PSUs• Engaging PSU employees @ their office locations/Residential blocks since they have a

transferable job and are potential movers to OLX

FOS Ideas…………ARMY• Since army personnel’s hoard items during their service tenure (due to the abundance of space and

logistic facilities), they have a lot of items to dispose of when they need to move into the civil life. • We can tap this segment through doing Activation programmes in Army canteens (figure out a way

to approach such individuals) through FOS.EXPAT Community• Metros have a huge working expat community which has a classified need to sell off their used

stuff.• Expats could be targeted via embassy and cultural programmes organised by their respective

communities. • Also certain hospitality centres with regular expat footfall could be targeted. We will have tie-ups

with cultural councils, embassies, restaurants etc. to do a FOS activation Program.CCD• The activity is a CAFÉ COFFEE DAY activity that aims to leverage the walk in consumers of CCD. • Communicating the message through Tent Cards & engaging the consumers through a promoter

led Activity. • OLX communication about its Ease of Use would be done by placing Tent Cards on all tables of the

Café. • A promoter would try to engage with the customers on those tables (with their permission).Gyms & Fitness Centres• Doing a FOS based Activity in the morning & evening hours with a basic branding activity

PROCESS FLOW for FOS

Hiring• Hiring FOS on third Party Payrolls.

Enablement

• Training FOS about OLX, how to approach customers, training on use og Gadgets(TAB,CAmera etc.)

• Empowering the FOS with Tabs, and requires hardware if any

Activation• Initiating execution of ideas through the FOS.

EVALUATION

• ALL activities to be monitored & Evaluated on a weekly basis to ensure Quality, effetivity & Efficiency.

FOS in NUMBERSACTIVITY IN NUMBERS• Outreach per promoter per day- 100• Interactions per promoter per day-40• Expected app downloads(10% of total outreach) per FOS per

day-10• Individual postings per FOS per day(20% of total outreach)-20• Total outreach per month per FOS(25 days)=25*100=2500• Total engagements per month=25*40= 1000• Total App downloads per FOS per month= 25*10=250• Total Individual postings per FOS per Month = 25*20=500

HIRING PLAN• Initially we would like to start a Pilot for 3 months. On the basis of the 3

months evaluation we may further enhance the Program. • We can start with 5 FOS for the first month and basis evaluation increase the

number to 15 as per the success of the Activity. Also these FOS on third party payrolls would also be employed in all Ground Activation initiatives taken by us or through vendors(instead of Daily promoters used by Vendors).

• This would ensure quality interaction I all our engagement programs. Below is a estimated Expectation Matrix for the same.

COSTS(INR)FOS 1050000GRATIFICATION 175000Permission 200000MISC 100000TOTAL COST 1525000Total Individual Postings 17500Cost per Posting 87.14285714

Number of FOS

Man-days /FOS Cost (@ 30000 per FOS)

Total expected outreach(100 per

FOS per Man-day)

Expected App Downloads(10%

of total outreach)

Expected Ind. postings(20% of total outreach)

Gratigication @ INR 10 per posting

Month 1 5 25 150000 12500 1250 2500 25000

Month 2 10 25 300000 25000 2500 5000 50000

Month 3 20 25 600000 50000 5000 10000 100000

Total 1050000 87500 8750 17500 175000

ACTIVATION through PARTNERS

Activation through PartnersOBJECTIVE-To create the buzz among consumers, encourage consumer to download OLX App in their mobile Handset and incentivise consumers to post their ads / requirements (if any)and share their experience.

APPROACH- To do Activation programs in coordination with specialized BTL & Activation vendors

INTENT- Market Development @ scale across major locations & identified TG’s

INSIGHT- Identify Agencies to work on innovative ideas to educate potential OLX users and motivate them to engage with OLX through trials & app. Downloads.

PROGRESS • Met multiple agencies, briefed on intent• Evaluated proposals & ideations from respective agencies• Shortlisting on proposals in progress• Evaluation basis Innovation, Idea, Execution & capability• Final meeting to commence next week along with Gaurav &

Irwin to finalize on Activities• Initiated meetings with Agencies with retail chain tie-up &

promotion expertise to activate multi level programs in retail chains

• Brief given to OZONE wi fi regarding activations through wi fi zones across Hospitality chains

TG Verticals

• Proposals received on basis of 3 TG verticalsCORPORATERESIDENTIALHIGH STREET

CANDID MARKETINGCORPORATE ACTIVATION IDEA

Corporate Activation Idea(Candid)

Campaign Name- SELL SMARTThe idea is to promote the TG to be the “SMART SELLER” and clear the air of the doubts and educate people about OLX

“Smart Seller” Snap Shot

Program

Pre Hype

Branding

E-mailers

On-Ground

Shopping bag

Engagement activity

Online

Facebook

Activity in aNutshell

The promoters record the data of the participant and moves on to the next participant

Promoter will then guide the TG to install the OLX app on their smart phones

Simultaneously, promoters will give a demo of the OLX app to the TG on their tablet

At the same time our promoters will help the participants place their ads on OLX bag

They will engage the TG in a quick activity

OLX promoter will approach the TG around the setup

A huge bag size(8’x6’) is placed at the setup with OLX branding

Direction Boards placed at the Corporate guiding people to the OLX Activity

A day prior to the activation, tent cards & calendars will be placed at every workstations(BE A SMART SELLER)

2 days prior-mailers will be sent to every employer of the company

Setup & Engagement• Place Direction Boards at the Corporate(Stand alone campuses) guiding people to

the OLX Activity• The main purpose Direction Board is to create excitement & to direct the visitors to

the activation area• A huge bag size(8’x6’) is placed at the setup with OLX branding• Standees will be placed around indicating the brand proposition • Promoter provides pictures of different products and asks the customers to guess the approximate cost of the same(PRICE IS RIGHT)• As a person predicts a cost, promoter shows them the actual product and actual cost on the site • TG is encouraged to download the app and explore various options

Digital Amplification & Gratification

DIGITAL AMPLIFICATION• Once the participants post their ad on the shopping bag• They will be asked to click a picture and post it on their FB account saying “Sell Smart

with OLX ”• Winner is judged on the basis of likes and comments they receive on their status

within a given time.• Winner get a gift hamper from OLX

GRATIFICATION• It is an interesting fact that we can use calendars of yester years for the current year• Year 2013 calendar is exactly the same as of the following years 2002, 1991, 1985,

1974, 1963 ect• For gratification we use calendars of the year matching the year 2013• Thus strengthening the concept of effective usage of unused stuff

Evaluation

• INR 750000/-Expected

Cost•Corporates tapped- 10•Contacts-3000•Trials-2000•Cost per contact-INR 250•Cost per Trial- INR 375

Expected outreach

• Good in Innovation & creativity• Is one of the top BTL agencies with good credentials• Reference checks to be done

Agency Expertise

RESEDENTIAL ACTIVATION IDEAS

RWA IDEA (Riya communications)

RATIONALE- • We Indians are hoarders, emotional and we believe in Vastu & Astrology.• As per Vastu, unused stuff lying in households hampers prosperity. • The idea is to find out unused stuff lying in housed and trigger them to sell

them on OLX since they are hampering their prosperity.

Pre Hype

Pre hype to be created

in identified RWA’s(by sending

invites) for a free Vastu

consultation on a

specified Weekend

Activity

A Vastu related Set up placed in RWA’sA vastu

consultant (hired by agency)

would give free

consultations to the residents.

For the consultatio

n the consultant

makes residents fill up a

form about the

unused goods lying in

their house for

3,6,9,12,18,24

months..

They are asked if they are

prosperous enough

or they do want to prosper

more

The Vastu specialist helps the resident

correct his residence vastu and also tells

the resident to clear

the unused

stuff that might be hamperin

g his prosperity

.

OLX promoter

then guides the resident to download our mobile

app & post/Post through

tabs.

MARKET ACTIVATION IDEAS

EVOLVE BRANDSMARKET ACTIVATION IDEA

Market Activation Idea (Evolve)PLATFORM

Create surrogate buy/sell opportunity on a high streetVENUE

High street, Apartment Complexes, Mall PROPS USED

• Olx branded Hand Cart or Mobile Transparent van loaded with wares• Wares include toys, miniature vehicles, artificial jewelry, DVDs, watches small IT stuff,

sporting goods etc• Each product will be tagged with a Name, City(indicating it belongs to someone, whereas it

will be actually new)• Emcee on a sound system • Sales Assistants to manage cash sales• Promoters gathering crowd with mini-leaflets to distribute• OLX Branding• Over the Top branding with clear aspects of Everything available; At Best Price; All The Time

Market Activation Idea (Evolve)……..

MODUS OPERANDI• Create a hand cart/Mobile van with hundreds of wares out for deal.• The wares showcase that olx has everything on offer all the time.• Pre activation permission obtained from location• Invite audience for a live buy at attractive & unbelievable price points.• Emcee attracts crowd, promoters distribute leaflets with indicative item on sale• Crowd gathering and people asked to pick up stuff at unbelievable prices.

– For eg. A Miniature bike at Rs.10; A DVD at Rs. 5, Artificial Jewelry at Rs. 10 etc; essentially items which no one should mind instant buying

– We estimate to sell around 300-600 Items every activation day, depending on duration of 3 hours to 6 hours.

– Easy buyer is given a leaflet that more of such stuff is available for real on OLX.IN. – Additionally crowd is asked to download OLX App on Mobile phone and win surprise

on the spot prizes.

Market Activation Idea (Evolve)………….

Indicative creative (the branding and other elements can be customized basis final discussion)

Evaluation

• TBDExpected

Costs• Outreach-10000• Contacts- 4000• Trials-1000• Malls-3-4

Outreach

• Good on Creativity• Execution credentials to be evaluated• Is not a big agency so would be low on costing

Evaluation

Project Shopping BagOBJECTIVEExtended Brand recall+ education to potential users @ various touch points.APPROACHLeveraging walk in customers at shopping locations. To offer free recycled shopping bags to potential OLX users at retail shopping outlets. INSIGHT

Targeting consumer @ entry points of various retail shopping outlets where we could offer them free OLX branded Shopping Bags. The consumers at such points would need it, since he might have to pay extra money for those bags to carry his goods. He might then use this bag for his future shopping and Carrying needs thus enabling extended OLX brand recall in his daily life. IDEA• The activity aims to leverage the walk in consumers of retail shopping outlets like big bazaar, modern bazaar, grocery

stores etc. Usually these stores now charge for a carry bag. Thus OLX offering free Carry Bags at these outlet entries would be of great help to these customers. An OLX branded bag (that could be reused multiple times) would enable us to be as a source of permanent brand recall to these people whenever they go for shopping.20 locations to be identified across Delhi-NCR where a promoter would be offering these bags to potential OLX users. In the meantime for all enquiries the promoter be educating the customers about OLX(ease of Use) and would be distributing OLX pamphlets along with the Bag.

• An option of OLX app download to get a free Shopping Bag will be worked out.ACTIVITY• 25000 bags to be distributed across 4 metros through @ retail outlets• Promoters to selectively distribute OLX Branded Carry Bags to potential OLX users on Successful App download• Activity to carry on weekends & Public Holidays• 1 Promoter per Outlet

STATUS• Samples collected• Couple of samples shortlisted• Enquiries to Kolkata based mfrs. Sent, reply awaited• Creative briefed to Abhishek

BUDGETS• Bags-INR 1250000/-• Distribution Cost- TBD

Some sample Bags

BUDGETING

Vertical Cost(INR)

FOS 1525000

Corporate(10) 750000

RWA(15) 500000

Shopping Bags 1250000

Total 4025000

Competition(QUIKR) on Ground

• Quikr recently held college activations across four cities. It was done in Thakur College in Mumbai, Amity University in Delhi, Symbiosis in Pune and Hindustan College in Chennai. It was conceptualised by FoxyMoron. This activity engaged about 4500 students across the four colleges and was executed by Future Promos & Events.

• Quikr doing on ground promotion @ Joggers Park in Mumbai• Ambient Branding in NCR (SRS mall Faridabad)• Used Car mela @ East Delhi Mall, Vaishali, Ghaziabad

Quikr On Ground Pics

THANK YOU