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Team Quasar | Kotak
Presentation by Quasar, 05th June 08
Kotak Life Insurance Digital Marketing
Team Quasar | Kotak
Team Quasar | Kotak
India’s largest digital media services company
A WPP DIGITAL COMPANY
Team Quasar | Kotak
AGENCY 2.0
Team Quasar | Kotak
(Online agency on Record)(Online agency on Record)
(Online agency on Record)(Online agency on Record)
(Online agency on Record)
(Online agency on Record)
Team Quasar | Kotak
The .com(munication) guys !
Team Quasar | Kotak
What can Quasar Offer?
BrandingResponse Content and applications
• Online planning and buying
• Ad unit creation
• Broadband video
• Digital experiential
• Mobile
• Emerging media
• CRM
• Direct marketing
• Email marketing & deployment
• Search marketing
• Affiliate marketing
• Online Reputation Management
• Web PR / Blog Monitoring
Data services and hosting
Digital communication planning
• Website design & development• Content creation, sourcing and
adaptation • Information architecture
• Content management• eCommerce
• Application development• Games
Team Quasar | Kotak
360° Experience in handling Interactive Marketing across Categories
The DIGITAL SURROUND
Team Quasar | Kotak
Kotak Safe Investment Plan
Online Marketing Deployment
Team Quasar | Kotak
Target Audience
Media
Landing Page/Microsite
Destination
LMS
Back End
Analysis Calling
Access
ONLINE MARKETING CYCLE
Team Quasar | Kotak
Target Audience
Focus on 5 cities Pan India
- Delhi /NCR- Mumbai- Bangalore- Kolkata- Ahmedabad
Methodology : IP Based Targeting, Profile Based TargetingExpected Error Rate : 20 %
Team Quasar | Kotak
Who are we talking to?
The Programs & Media we create should appeal to these traits
Stock market conscious
Sec A – B1 Investors in mutual funds
Age group35-55
Target Audience
Team Quasar | Kotak
Professionals + Decision makers
– Better investment options– Guaranteed better returns along with
insurance– Protect investments during market uncertainties
- Invests in mutual funds and other market linked investment options
- Wants to invest in a high return investment product but does not want to lose his money
Consumers have Choice
Team Quasar | Kotak
More is Good
Team Quasar | Kotak
Nielson. Life Insured Brand Health Monitor Q307
Message Q307
% of people recalling the caption
Correct association – amongst those recalling
caption
Sar Utha Ke Jiyo (HDFCSL) 37 21
Suraksha.. Zindagi ke har kadam par (ICICI Pru) 1 7
Zindagi se ek Kadam aage (Kotak) 35 9
Jeene Ki Azaadi (Kotak) 30 0
Kal par control (Aviva) 22 13
Your partner for life (MNYL) 26 2
We know India better (LIC) 19 26
Have you met life today (MetLife) 17 62
Respect yourself (HDFCSL) 19 22
Your dreams our commitment (Birla) 15 2
Get the Lion's protection (ING) 18 26
Think investment Think.... 13 14
A new look at life (Tata AIG) 17 0
For all your life insurance needs (Bajaj) 12 1
With you.. every step of the way (MetLife) 10 62
For the Planned and Unplanned (MetLife) 7 6
Jeetey Raho ( Added from Mid June) 39 36
Mera Farz ( Added from Mid June) 9 7
Always up never down (Reliance) 6 44
Recall of caption & correct association with the company- all
Base Q307:5884
Team Quasar | Kotak
Competition is Strong
Team Quasar | Kotak
Surfing for Insurance Product
Surfing for Investment
Surfing for Financial Information
Surfing - Other Things
Low Hanging FruitsConversion Bucket
Search , Content Sensing& Behavioral Targeting
Vertical / Profile
Generic
Team Quasar | Kotak
Surfing for Insurance Product
Surfing for Investment
Surfing for Financial Information
Surfing - Other Things
Conversion Bucket
Search , Content Sensing& Behavioral Targeting
Vertical / Profile
Generic
Media Mix
34%
66%
0 %
Media Mix Buy Type
CPL
CPC
Team Quasar | Kotak
Broad Category Terms
Brand / Product Names
or Terms Pricing TermsReviews /
Articles
High Medium Low
Relative Frequency Of Use
RESEARCH / ENGAGEMENT
CONSIDERATIONCOMPARISON
PURCHASE
Source: Millward Brown Study Conducted for Google, May 2005
Our Approach to Search
Team Quasar | Kotak
Broad / Awareness
Investigation /Comparison
Purchase / Buy
Lead Generation Page - InvestmentLead Generation Page - Investment
Lead Generation Page - InsuranceLead Generation Page - Insurance Query FormQuery Form
ICICI Prudential
Stock Market
Kotak Life Insurance
Aviva Pension Fund
anti spyware solution
Best Investment Schemes
Kotak Investment
Best Insurance Product
Mutual Funds Investment
Max New York Life
HDFC Standard Life
Share Trading
Kotak Insurance
Insurance
New Insurance Products
Q
Investment Options
Information + Form
Registration
Sales
Team Quasar | Kotak
Landing Page/Microsite
(Home Page )
Destination
Query Form Lead Generation Form
“Buying” “Selling”
Brand & InsuranceKeywords
Competition & Category
Team Quasar | Kotak
Leads & eCPL
Objective Evaluation
Media Overview
Team Quasar | Kotak
Lead generation Media MappingSearch Networks
Intenders
Team Quasar | Kotak
Network and Search
Team Quasar | Kotak
* All best estimated figures
• Media Plan Value : INR 7,73,750
• Clicks: 40,000 clicks* (From search)
• Leads (Fixed) : 2000* (CPL based deals), Estimated From Search : 2600 = 4600
• CPC: INR 12.84* (Fairly low for a insurance product)
• Visibility: 1 month
• Creative Cost Includes the Cost of LMS, Hosting (1 month )
Team Quasar | Kotak
Campaign Roll Out1 Month 8 Months
Week 0 Week 1 Week 2 Week 3 Week 4
Campaign Closure & Analysis
Sustenance
Paid SearchPaid Search & Network Marketing
Campaign Breaking
Team Quasar | Kotak
Publisher and Property wise Rationale
Team Quasar | Kotak
Tyroo
Publisher: TyrooProperty: BannersLocation: RONRecommendation Rationale:
•India’s first self serving digital ad network
• Very effective in targeting professionals and business owners.
•Tyroo has a good number of relevant content driven sites used by our TG.
• Cost Per Lead Buy
Team Quasar | Kotak
KomliPublisher: KomliProperty: BannersLocation: RONRecommendation Rationale:
• One of India’s largest digital ad network
• Very effective in targeting young well networked professionals through social networking. .
•Komli has a good number of relevant content driven sites used by our TG.
• Has delivered good results in the past for Sharekhan & Makemytrip.com
• Cost Per Lead Buy
Team Quasar | Kotak
Publisher: GoogleProperty: Text adsLocation: Search pageRecommendation Rationale:
• Google is the most popular search engine in India with over a billion searches happening every day.
•Immense Targeting opportunity through text ads as well as Image Ads
• Closest media vehicle to reach out consumers closest to the closure of “purchase cycle”
• Has always achieved great results.
Team Quasar | Kotak
Yahoo
Publisher: YahooProperty: Text adsLocation: Search pageRecommendation Rationale:
• Yahoo is the second best search engine in India with quite focused audience.
•Immense Targeting opportunity through text ads as well as Image Ads by the latest campaign management system “panama”
• Features that attract audience: Advanced search on any category
• Has always achieved great ROI.
Team Quasar | Kotak
Thank you