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8/6/2019 Next Big Thing.. 1.1
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I never get the accountants in before I
start up a business. It's done on gut
feeling.
Richard Branson
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Social Networking - Offcourse
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Facebook $11.52 billion
Zynga - $2.61 billion
Twitter-
$1.44 billion
Second Life - $383 million
LinkedIn - $1.3 billion
The Valuations
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The Problem
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2hours before the departure...
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inside the flight...do you know all the people out there?
is it not a networking opportunity???
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at aclub
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you like a girl... too afraid to talk?
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Do we all love to talk?
Do we all wish to make
more money?Will networking help us?
The Answer is YES
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How
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Confused???
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Ea
ger to know th
e answer??
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Interactive TEXTTOTV service
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Introduces : 1st time in India, an Interactive TEXTTOTV service
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1. Innovate
4mScratch
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1. Innovate
2. Have fun
4mScratch
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1. Innovate
2. Have fun
3. If, its not fun leave it
4mScratch
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the product...
The connecting link
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The Producthttp://www.youtube.com/watch?v=9bzDF6As1R0&feature
=related
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Product Benefits
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The greatest glory in living liesnot in never falling, but in rising
every time we fall
Nelson Mandela
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India Launch plan.... Mumbai Pilot
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ROUTE MAP
1. Understanding the SMS market of India
2. World SMS scenario
3. Target Audience
4. Marketing Environment
5. SWOT Analysis
6. STP
7. Marketing Mix - services
8. IMC
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Indian Perspective
1 in 5 urban Indians have used a SMS service ( 2007Data )
1 in 3 Urban Indian has acted in some manner over the SMS
SMS, an advertising medium, has an interaction rate of around 5%
A quarter of urban Indians have participated in some sort of SMS contest
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UN estimates a whopping 2,00,000 SMS are sent per second
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2012 estimate : 3716 billion SMS per year.
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TechnologySocial
Networking
Meets
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Marketing environment
Macro
Cultural
Economic
Political
Social
Micro
Consumers
Supplier
Stake holder
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Marketing environment
MACRO
Cultural Increasing social gathering venues
(malls, clubs, stadiums)
Increasing need for socialnetworking.
Increasing use of text-messaging.
Political Freedom of speech and movement.
(Threat) Religious/Languagepolitics.
Economics Increase in per-capita income in
Metros
Decrease in text-messaging pricing.
Technology Software (easy to transport but
Easily replicable and chance ofPiracy)
Hardware (Standard device for
receiving messages) Widespread use of Mobile
Wireless internet and introductionof 3G can be used.
Bluetooth messaging and infraredin Mobile.
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Marketing environment
MICRO
Customer
Common people
Supplier
Software company Firetext
Stakeholders. Owners of Social Gathering places.
Mobile Service Providers.
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SWOT Analysis
1. 1st Company to launch in
India2. New avenue for people
to socialize.
3. Ice-breaker takes out
peoples shyness.
1. People centric, need for
response high2. Texting messages, stops
people from talking.
(Common Conception)
3. Cost factor Initial setup
Rs. 1 lac
1. Immense Potential2. Social Network Usage
Increase3. Drop in SMS prices4. Wait time before flights,
during transit or inflight.5. Increase in Clubbing
Culture.6. Advertisements
1. Easily replicable
2. Major industry players
could wipe off the smallfirm
3. Political Threat
Strength Weakness
Opportunity Threat
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Segmenting
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Segmenting
MONEY
Honey
Barista
27 nos
Clubs/Pubs/bars
Nos 326
Multiplexes
30 nos
Malls
129 nos
CCD
31 nos
Total Segment 543 nos
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Who is theTarget Audience....
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1. Owners / Corporate1. Clubs/Pubs/Disco
2. R
estaurants3. Fast food chain restaurants
4. Malls5. Multiplexes6. Coffee Shops
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ANew ProductNeeds a new Positioning
Make it niche
Start at the top
Use their credibility to build your
position
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Positioning Strategy
1. Make it a owners pride
2. Have top customers trial your
product3. Do a PR around it
4. Make the 2nd no. guy feel left
out
Neighbors' Envy
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sample video...http://www.youtube.com/watch?v=beDbDk1d47o
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Marketing Mix - Services
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Marketing Mix - Services
Product
Price
Place
Promotion
People
Text to TV Software
1 lac initial set-up +
15000 AMC
A Social hangout place
Hoax Marketing*
Professionals with time
to spare + Attitude
Process
Physical
evidence
Simple make the Sale
Demonstration across all
possible touch points
*Term to be explained later
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IMCPlan
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New
Company
Limited Funding
No Investors yet
Limitations
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The pessimist sees difficulty
in every opportunity. The
optimist sees opportunity in
every difficultyWinston Churchill
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To Use maximum elements of an IMC components with
least amount of resources spent
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1. Social Networks1. Twitter
2. Facebook
3. YouTube
2. Demos 14 days per
location3. Hoax Marketing
1. Artificial Demand
2. Mystery consumer
3. Teaser banner ads (
Real Life Banners )4. Business
Analyses/Consumer
Feedback PR coverage
Stage 1 F & B Industry
( Clubs/Pubs/Discos)
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Tease them, till they die or
eventually BUY
/
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Communication/
Sales Pitch
More time/Moreinteraction = More
Money Spent
Casino Logic
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1. TwitterCelebrity to
endorse the product2. Facebook Fan Pages
3. YouTube Videos for live
demos
4. Software demos on
popular websites for
e.g. Banners in yahoo
reads Type a message
and see it on the screen
Online
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DEMONSTRATION
1. 14 day free trial to be offered
to the Club/Pub/Discos
2. The same Demos to be placedacross social networks
3. PR coverage Covering the
Sample Videos & Consumer
Feedback on the same
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Marketing
Why???
TV, Print & OUtdoor would require huge investment, also since the productis a niche, the Laws of mass marketing do not apply to the same
Radio as medium has its own limitation of being to deliver Audio messages,
whereas the product is more of a Visual Experince
Direct marketing would be exclusively used Mailers, emails to clubs
owners etc would be sent across, with product videos Ambient/Hoax Marketing would be exclusively used to promote the product
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Marketing
1. Artificial demand
1. During demo stage, have a group of 20 promoters enter the bar and start
sending messages on the screen
2. Once people see the same, they would also want to try
3. The DJ will make announcement about the screen
4. People can request songs through the screen
2. Have 20 people send in tweets with photographs of the same
3. Videos to be uploaded on daily basis on YouTube
4. PR coverage for these 20 people across youth magazines & websites
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Marketing
1. Mystery Consumer MOCKAct
1. Have a Group of individuals walk in to Club and lounges which have not
subscribed to the service
2. They shall interact with the manager, and express their disbelief YOU
DO NOT HAVE THE TEXT TO TV MESSAGING SERVICE?
3. Post which, they all shall leave the Club
4. The same team will cover 5 to 6 pubs per night
5. Again social networks will be used to announce that XYZ clubs don't
have the service ( which will provoke them to buy one )
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Marketing
1. Teaser Campaign
1. Banners to be displayed in the Vicinity of 3 km radius of everyclub/lounge which makes the purchase
For e.g. If Hawaian Shack Purchases, then Banners to be put up in front
of Zenzi, TOTOs with the Message The Club next door has the new
interactive Text to TV service, Do you?
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Coverage via1. Technology related websites
2. Entertainment channels Zoom, MTV, Channel V etc
3. Press articles in youth magazines like JAM, targeting party goers via
newspapers like Bombay Times, Mid-day
4. Articles in niche magazines like HT Sunday Brunch
5. Lastly have celebrities trial your product & As a Barter play their
movie ads on the screen
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