Aryaka ONEAryaka Marketing Challenge

Harsh Bhardwaj

26nd Dec, 2014

1

Marketing Activities - Pre Launch

Develop Future Leadership

Assessing the Target Market Pool Aryaka ONE’s offering are desirable for both SME’s &

Large enterprises due to increasing IT dependency in operations to ensure high productivity & gain competitive edge over others

Value Proposition: Arakya ONE provides 24X7 SLA support, high application performance, is less expensive, easy to install- no Hardware, and allows accessing the services anywhere anytime through portal

It is necessary to determine the who influences and decides the purchase, and what their key pain points are

Initial focus should be large enterprises as Beta testing can be done for small part of the enterprise and later it can be used as testimonials for targeting SMEs- Building Proficiencies

Establishing effective communication modes Deciding on the mode of communication's to be used for

marketing the product to the customers. What to communicate – the benefit of the product To whom to communicate- key stake holders of

companies How to Communicate: webEx, E-mail Campaigning,

developing PR relations, White Papers etc Deciding on the frequency of communications across

different channels

Create the necessary Critical Partnerships Partnerships are essentially market making relationships- to

ensure success of the product launch by reaching new customers and locking deals by:

1. Gaining secure key go-to-market sales and marketing partners

2. Resellers: Sell and Support Aryaka’s solution in the global market

3. Referrals: Provide market credibility and validation resulting in acquiring new customers

4. Infrastructure Partners: Tie up with companies with use their own infrastructures and utilize Aryaka’s Patented technology to provide a compelling solution to the customers

Properly analysing the strategic alignment of each possible partner with respect to Aryaka’s Strategic goals Getting your website spot on Easy to understand Showcase the effectiveness of the product through videos,

blog links and product description Provide navigation help through prompt messaging services Showcase efficacy of the firm through past customers,

awards achieved ADI ADD POINTS

1

Marketing Activities – The Launch

Develop Future Leadership

White Papers

Expo/Summit/Web-seminars

Regularly publishing White Papers to explain the Problem, its impact and how Aryaka’s solution can help solve the customer’s need

It would help in the following way:I. Generate Leads : Educate customers, earn their trust and

convince them about the offerings efficacies. II. Newsletter signup: Allows direct interaction with the

customers to inform them about the latest updates, offers, enhanced features etc. Effective means of content marketing

III. Increase engagement of potential target community on social media platforms-High Traffic & generate further new leads

IV. Helps develop the Brand image of the firm in terms of To showcase the product’s effectiveness in solving the customer’s concerns

Develop relations with industry stalwarts and key stake holders of potential target companies

Web-seminars to ensure higher participation, increased interaction and accessing the solution in real time

Important to choose the right day of the week, the right time, developing an informative landing page to inform the participants about the seminar’s goal

Marketing the Seminar and the speakers using Social Media Platforms, E-mal campaigning, Blogs, Paid Media Campaigns

Developing PR RelationsDeveloping effective PR relations to accomplish:1. Creating positive awareness and education about the

product- Increases Trial Rate/Purchase tendency2. Establish Product’s credibility in front of Target audience-

effective press and analyst support to ensure product is in customer’s consideration set

3. Develop anticipation in the market about Aryaka’s Technological capabilities and translate it into revenue post launch

4. Speed of the PR campaigns should be aligned with the momentum and the traction the firm is gaining in the market place

5. Press release of prominent contract to enhance Brand Image of firm

Digital Marketing/ E-mail Campaigning

All these marketing activities would be coupled with Client visits and meetings –ADI REPHRASE

1

Marketing Activities – Post Launch

Develop Future Leadership

SLA Support

Cost Savings for the client because of infrastructure changes after implementation:

I. Capital costII. Setup costIII. Maintenance costIV. Manpower costV. Depreciation cost

Reduction in Network Downtime Productivity improvement with better

connectivity for the client resulting in increased Revenue realization

Number of repeat orders received from existing customers

Number of referrals from the client

Measuring effectiveness and ROI 24/7 support and SLA’s to ensure consistent performance for the customer

Low Downtime, higher productivity for the client due to proper support would ensure long term engagements

Feedbacks and Comments Publish result of surveys conducted on existing customers-

Help further build the credibility of the Firm Testimonials from past customers to showcase the domain

efficacy of Aryaka Analysis of problem faced by the customer to further fine

tune the offerings

Client Engagement Activities Hosting client retreat sessions to explore possibilities for

strategic tie ups, long term contracts Leveraging the success of Aryaka ONE with the client to

explore the possibility to sell other Aryaka Products to the client