Mark Mantra

INTRODUCTION
This E-Book is the compilation of

more than 22 case competitions.
These are the real decks the ones
which were presented in the final
CASE rounds.
COMPETITION This e-book will help students

preparing for placements, case
E-BOOK competitions and MBA entrance

exams
MARKMANTRA MARKMANTRA
CONTENTS CONTENTS
1. Mahindra War Room 7. ITC Interrobang
Regional Finalist Runner up
2. Nestle 4Ps 8. Flipkart Wired
Finalist Finalist
3. Asian Paints Canvas 9. Tata Steel
Finalist Finalist
4. Piramal Tangram 10.Udaan
National Winners Campus Winner
5. Samsung Edge 11.GSK
National Winners Finalist
6. Colgate Transcend 12.Xiaomi
National Top 30 Runner Up
CONTENTS CONTENTS
13. Hersheys 20. Sapiens Body
Live Project Live Project
14. Grofers 21. Ziniosa (IIM B)
Live Project National Finalist
15. Air Asia - Winner 22. Manforce (IIM Shillong)
Live Project National Winner
18. NITIE – Multiple Ops 23. BPCL (FMS Delhi)
Competition National Top 10
19. B-Plan competition 24. HR Competiton – IIM L

IIM Bangalore Winner
Mahindra War Room
2019
Credits: Abhilash, Himshikha, Raveena Singh & Shweta Gupta
MARKMANTRA
TEAM SKYFORCE, IIM LUCKNOW
Abhilash I, Himshikha, Raveena Singh, Shweta Gupta
MAHINDRA WAR ROOM SEASON 12
COME LIVE WITH US

Knowledge Partner EXPERIENCE THE ROOTS Media Partner
EXPERIENCE THE VILLAGES
REAL ESTATE EXPERIENCE THE REAL INDIA
Drive link - https://drive.google.com/drive/folders/1KmFtMi3vQacYG3TEQQQxK1dDcKg5729L?usp=sharing
AGENDA Drive link - https://drive.google.com/drive/folders/1KmFtMi3vQacYG3TEQQQxK1dDcKg5729L?usp=sharing
01 MARKET ANALYSIS
02 TREND ANALYSIS
03 CLUB MAHINDRA CURRENT OFFERINGS
04 COMPETITOR ANALYSIS
05 IN-DEPTH INTERVIEWS WITH CUSTOMERS – INSIGHTS
06 IN-DEPTH INTERVIEWS WITH OTHER STAKEHOLDERS - INSIGHTS
07 SURVEY RESULTS ANALYSIS
08 PROPOSED BUSINESS MODEL
09 SPECIAL TARGET GROUPS

01 MARKET ANALYSIS
Indian tourism industry outlook : Foreign tourists (2017-2018)
Foreign Tourist Arrivals in India Month-wise Foreign Tourist Arrivals in India during Jan 2016-June 2018
12 1400
10 1200
1000
8
IN MILLION
800
6
600
4 400
2 200
0
0 January Febuary March April May June July August September October November December
2010 2011 2012 2013 2014 2015 2016 2017
Arrivals (in million) 5.78 6.31 6.58 6.97 7.68 8.03 8.8 10.04 2016 2017 2018
Percentage share of Top 10 countries for Foreign Tourist Arrivals in India - 2017 Share of top 10 states/UTs in India in Number of Foreign Tourist Visits in 2017
Bangladesh United States United Kingdom Canada Australia Malaysia

Sri Lanka Rusiian Federation Germany France Others Maharashtra Tamil Nadu Uttar Pradesh Delhi Rajasthan West Bengal Punjab Kerala Bihar Goa Others
✓ Foreign tourists arrivals is maximum during November to February with continuous year-on-year increase
✓ Bangladesh tourists contribute the most to foreign tourists arrivals in India, followed by United States & United Kingdom
✓ Maharashtra and Tamil Nadu have the maximum inflow of foreign tourists every year, followed by Uttar Pradesh & Delhi
Indian tourism industry outlook : Indian tourists (2017-2018)
Domestic Tourist visits to different states/ UTs of India Domestic Tourist Visits to all States/UTs in India, 2000-2017
180 1800
160
1600
140
1400
120
IN CRORE
100
1200
80
1000
(in millions)
60
40 800
20
600
0
2010 2011 2012 2013 2014 2015 2016 2017
Tourist visits (in Crore) 74.77 86.45 104.5 114.25 128.28 143.2 161.54 165.25
400
Percentage share of top 10 States/UTs in Domestic Tourist Visits in 200
2017
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
(Year)
✓ 35% of domestic tourists consider Tamil Nadu and Uttar

Pradesh as their go-to holiday destination.
✓ Karnataka contributes 11% of domestic tourists inflow, while
for Andhra Pradesh & Telangana, it is 15%.
✓ West Bengal, Madhya Pradesh, Gujarat and Rajasthan
Tamil Nadu
West Bengal
Uttar Pradesh
Madhya Pradesh
Karnataka
Gujarat
Andhra Pradesh
Rajasthan
Maharashtra
Others
Telegana
together attract only 16% of domestic tourists in India.
GOVT. TOURISM RELATED INITIATIVES
Identified 15 thematic circuits, namely: North Developed new incredible India 2.0 website to
East India circuit, Buddhist circuit, Himalayan enhance visitor's experience with personalization
circuit, coastal circuit, desert circuit, Tribal circuit, facilitating end to end planning.
Eco circuit, wildlife circuit and few more.
Launched 'Adopt a Heritage' project for holistic

Identified 25 sites for development, namely: development of tourism destinations.
Amaravati, Amritsar, Ajmer, Ayodhya, Efforts to make heritage sites as 'Monumental
Badrinath, Dwarka and few more. Mitras' for developing amenities and facilities
at these sites.
Engaged in negotiations with international Setup committee for promotion of golf
organisations such as UNWTO, ESCAP, ASEAN tourism, Task force for promotion of cruise
and SAARC for bilateral cooperation in field of and adventure tourism.
tourism.
Introduced E-visa for cruise tourists arriving at Initiated work on development of iconic tourist
five major seaports with an aim to promote sites with an objective with promote and
Cruise Tourism. develop sustainable tourism infrastructure of
these sites.
Purchased 25 satellite phones, to be used by

Conducted cleanliness drives and campaigns at
approved Adventure Tour operators for
important tourist spots all over the country.
mountaineering & trekking expeditions.
02 TREND ANALYSIS
Pickyourtrail – Travel survey, India 2018
75 million passports in India, but only 20 In 2013, Indians took the international trip
Vacations in India are often associated with
million people travelling → This huge gap only once in 21 months. Today, they holiday once in
school vacations, the longest of which is the
tells us that there's going to be whole lot of a year. Domestic trips during smaller holidays
summer holidays between April and June.
travelling Indians in the next few years. and one gigantic international trip
Indians prefer to book closer to the date of Much of Indian tourists prefer South East Asian destinations for two main reasons - top most being the
travel. 45% book their travel a month before proximity, therefore less time wasted in travel. These destinations also don't take Indians too far from
they depart, while 25% take the safer route of home in terms of culture and food, the familiarity factor gives a feeling of safety. This is more so for
booking 1 to 3 months before the travel date. first time travelers outside India.
Booking trends 2018
✓ What they’re looking for Operators who want to attract this market should
✓ BOOKING BEHAVIOR
Build your word of mouth. Positive reviews from your
✓ Most bookings still happen offline. ✓ While on holiday, Indian
travellers want to learn customers can really drive bookings. Online, remember to
✓ Long haul travel purchases are usually made with
about new cultures and ask for a review after a trip and send an email reminder to
established travel agents. spend quality time with
their families. customers with links to all your review sites. Offline,
✓ Other booking channels include OTAs like India’s
incentivize customers to talk about your brand by giving
homegrown Make My Trip (which takes up 45% of India’s ✓ Younger travellers like
Millennials prefer more them discount codes to share with friends and family.
OTA share), Yatra, and Expedia.
adventurous and active
✓ Almost 50% of travellers plan a trip 1 to 3 months ahead excursions, the older Other things to keep in mind
generations prefer a
and book flights
more relaxed holiday. ✓ Majority of Indians are vegetarians.
✓ Accommodation is booked merely 8 - 30 days in advance, ✓ Sharing their travel experience online is important so
✓ Families are happy to
according to the Pacific Travel Association. make sure that Wi-Fi is available.
split up into smaller
✓ They’re heavily influenced by their friends and family who groups to explore a ✓ They tend to change their travel plans at the last
destination according to
currently live in or have previously visited the destination. minute so be flexible to accommodate changing needs.
their interests.
✓ Social media also plays a big role and influences travel ✓ While Indian travellers are open minded and love
✓ Indian travellers also
purchase decisions before the trip, allows travellers to trying new cuisines, they too will crave Indian food on
really enjoy shopping
share moments during the trip, and facilitates discussions while on holiday because long haul trips.
they have access to goods
and recommendations to peers after the trip.
that are not available at ✓ Travel visas remain the barrier to travel.
home.
Booking trends 2018
Gender & booking online Where do people book ?
Travellers begin researching
59% between 1-3 months before
departure
Tour & activity bookings happens on

38% same day or up to two days before
the activity
19% TRAVELERS BOOKED ACTIVITIES IN Women Men Company website Agents POS
ADVANCE Age & booking online

47%
• Planning & booking is

done in chunks
• Only flight is booked in
49% Direct online bookings are now on
mobile, compared to 31% in 2016
22%
15%
8%
10%
advance & rest on-spot
or same day
2% • Travel providers need to
18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 + allow for both planning
9/10 Travelers think that reading online
reviews is important before booking 69% of consumers who book a tour or
activity online are aged 34 or younger
& spontaneity
Indian travellers types
Group travellers Frequent Individual Travellers (FIT) Meeting, Incentives,
Conferences and Exhibitions
• FITs are those who:
✓ Group travelers often consist of (MICE)
first-time explorers, whose i. hate the coach tours
entire vacation is pre-planned ii. like to plan their own travel ✓ In India, MNCs are working
and booked ahead of time. iii. hate boring itineraries hard to keep their
✓ However, capturing this market iv. love unscheduled days. employees satisfied to
is rather difficult since they only • Classification into two broad categories - the young adventurer prevent them from job
have 2 to 3 hours of free time and the Family travelers. switching.
per destination.
A. The young adventurer ✓ A trip abroad to Switzerland
✓ 23% of Indian leisure travelers are under the 30 age group. is a good way to incentivize
✓ Indians in the age group of 24 to 35 largely belong to first time and reward employees.
Visiting Friends and international travelers. ✓ Companies plan more trips
Relatives (VFR) ✓ They are mostly honeymooners. abroad, both in the low and
✓ Solo trippers, or the Double-Income-No-Kids (DINK) couples also peak seasons.
belong to this. ✓ Due to budget constrain,
✓ The market with the lowest B. The family they’re more likely to work
travel budget, ✓ Families with children are the other big travelers in the leisure with an operator or a trusted
✓ These travelers spend the
segment in India. travel agent who offers the
longest time abroad, often up to
3 or 4 weeks
✓ The big annual holiday that most families plan is now an best deal.
✓ They commonly travel to North international one.
America, the UK and Australia to ✓ While the spending power of families may be lesser than the
visit loved ones younger couples or solo travelers, they do try to maximize their
vacation with as many activities as possible.
Different Generation travelers
Millennials Baby Boomers Gen Z Gen Xers
✓ Most Millennial travelers are ✓ Most Baby Boomers are looking ✓ “Gen Z give high value to privacy ✓ Most Gen Xers are looking for:
looking for: for: and prefer apps like Snapchat, i. The ability to relax and unwind.
i. Services that are easy to find ✓ 57% of Boomers travel to spend YouTube and Instagram. ii. Family or group-focused options.
and book. time with loved ones. ✓ 25% of this generation abandoned iii. The option to work while on
ii. Review sites such as ✓ 39% take trips to step outside of Facebook in 2014. vacation.
TripAdvisor. their everyday life ✓ Gen Z spend most of their time iv. Uncomplicated travel.
✓ 95% of travelers are more likely ✓ Only 38% of those surveyed are looking for content on social media ✓ Xers are less likely to look for help
to trust reviews on a third-party taking trips to relax and instead of social networking. from a travel agent, but far more
site than on a destination or rejuvenate. ✓ They not only share things, but likely to look for a nicer hotel,
tour operator’s site. ✓ Boomers (who have been long create things. amenities, and plan their trips
✓ By 2022, online travel will be been given the reputation of ✓ Gen Z can be defined as ‘curators’, further ahead.
worth $1,091 billion. wanting to relax) are actually they want to contribute to the ✓ Xers take more family-focused
✓ By 2025, Millennials will looking for more adventure than conversation and be part of it.” travel or relaxation trips that come
comprise three quarters of the Gen Xers. with a few more amenities.
global workforce.
✓ Current market worth - $200
billion
Bookings.com survey
To find out what the Indian traveler wants in 2019
3/4 9/10 >75% 70% 3/4

Plan to take more Either have or Plan to travel to Excited about the Ready for
weekend trips next would participate destination that prospect of experiences such as
year in cultural makes them feel travelling to space undersea hotels
exchange like a child in the future
Indians are likely to take shorter but more frequent trips and pick unique experiences such as
undersea accommodation in 2019
Curated travel itineraries squeezed into shorter time frames are seen as one of the big trends
ICICI Lombard conducted a tourism survey on Indian
travelers to study their take on travel
How Frequently Do Indians Travel? Why Do Indians Travel?
55%
60%
Majority of Indians seek
Indians 50% to leave
42%
travel only 41%
38% 38% their daily
once in a duties and
year, while explore new
17%
10%
10% do not and unique
8%
travel at all experiences
2%
Relaxation Adventure Quality time with Self discovery Exploring cultures Status
Once a year Twice a year Thrice a year More than 3 time No travel family
What Are Major Concerns While Traveling? Security What Factors Determine Their Holiday Plans?
against 90%
50%
47% unforeseen
45% 46% 73% More than the
accidents
58% budget, work
and
31% 49% is the more
baggage
imp. factor in
theft are the 31%
determining
most
vacations
concerning
aspects
Leave from work Budget of trip Number of people Occasion Duration of trip
Fear of accidents Loss of baggage Illness Flight delays Loss of passport
during travel travelling
Travel trends of 2018
Culinary Travel Role of social media
✓ Food is one of the top criteria to choose their holiday destination. ✓ Indian travelers are very tied to their social media presence while
✓ 25% of Indian travelers regarded 'enjoying the local food' as the travelling, posting approx. 10 social media updates to their feeds
most important reason for travel, during or after a trip.
✓ 70% of Indian travelers would feel very frustrated if the food of a ✓ Travel & food bloggers are becoming ever-more influential, acting
highly-rated restaurant fell far below their expectations. as trusted experts whose favored destinations and travel tips are
shared & copied by loyal fans and followers.
Local experiences through Holiday homes Technology trends

✓ Plenty of available options for tourists seeking more local and ✓ Artificial Intelligence (AI) has disrupted every sector, and the travel
authentic experiences industry is no exception.
✓ Holidaymakers wishing to connect more with locals opt to stay in ✓ Research says that by 2018, 75% of developer teams will include
the neighborhood. some element of AI functionality in at least one application or
✓ Indian travelers are increasingly looking for immersive experiences service.
set in a local environment.
Rise in solo trips Sustainable Tourism

According to a recent report published by the Ministry of Statistics and ✓ With eco-awareness on the rise amongst Indian holidaymakers,
Programme Implementation: more and more Indians are looking for ways to travel responsibly,
✓ Punjab ranks first in single women travelers, followed by in both an environmental as well as a humanitarian sense.
Telangana. ✓ To increase its influence, the United Nations declared 2017 the
✓ Solo women travelers now account for up to 40% of solo overnight International Year of Sustainable Tourism for Development
travel.
Source: http://www.businessworld.in/article/Travel-Trends-of-2018/10-02-2018-139762/
• The customization was the name of the game in
• During 2018, experience-based travel gained momentum.
• Trends are changing; people are now exploring new
Customization 2018
• The travel brands tailored information and offered
destinations like, South Africa, Tunisia, Jordan, Fiji, will continue to
their products based on overall trip experiences of
Mexico, etc. be the keyword bespoke travel preferences or past behaviors of
Experience- • Cruises have taken a huge leap for 2019 too their customers.
based travel • Avid travelers between 30 years and 40 years are traveling • People did not mind paying more for their services
more. People travel for experience be it food, fitness or
adventure, sports for their favorite cuisines, yoga or • The traveling companies work on the destination
sports, etc. More and more people are opting now for a Destination insights to create an event that works for its
destination wedding insights help audience.
attract more • The traveler feels more confident and culturally
immersed if he is on a guided vacation to any
• The spur-of-the-moment generation goes for booking customers destination that he is exploring for the first time.
vacations last minute due to the excitement of not knowing
where they’re going until the very last second.
The • The corporate trends show the spur in the last minute Off-peak travel • The trend of traveling during the off-peak season is
gaining more and momentum as informed travelers
excitement booking as the companies have meetings fixed at the much is gaining
shorter deadlines. get discounted tariffs at hotels, off-season discounts
in last- appeal at tourist attractions and cheaper airfare.
• The recent data suggests travel-related searches for
minute “tonight” and “today” have grown over 150% on mobile,
booking and over the past two years • Booking.com found that 80% of customers prefer to
• 38% of bookings are made on the same day or two days self-serve in order to get the information that they
search Technology is a need.
before a trip
• 53% are made within a week of a trip, and just 19% are game changer • Google’s data shows that 36% of consumers are
made in advance. willing to pay more for these personalized
experiences.
Travel trends 2018
Percentage of
smartphone users who
consider researching
hotels and airfares on
their mobile devices to be
easy
Percentage of smartphone users who are comfortable

researching, booking and planning their entire trip to a
new travel destination using only a mobile device
Travelers crave
personalization
1 in 3 traveller is willing
to pay more for tailored
Information and
experiences
Percentage of smartphone users who use their mobile

devices to seek directions
Travel Trends Survey
A research done by MakeMyTrip shows that

there has been an increase in the number of
people who choose to head out for quaint local
getaways and even short international holidays
whenever a weekend comes around.
• Weekend holidaying is largely driven by an
increase in domestic spends, internet
penetration, and the availability of an array of
weekend getaways and curated experience
for Indian travelers
• Another factor that is social media. Trends
like ‘travel bucket lists’, ‘Instagram worthy
vacations’ and ‘Fear of Missing Out (FOMO)’
play a major role in encouraging millennials to
go on frequent domestic and short haul
international trips.
• Travelers also prefer to stay in pocket-friendly
options for weekends
• City folks find spending weekends away from
city, the best way to rejuvenate & recharge.
International Vacations in trend for Indian tourists this
holiday season
Economic times survey
Broad trends in international travel
500% 600% 60% 15X

rise growth YOY
in outbound in travellers to in travellers to Offbeat scenic growth in travellers
travellers South-East Asia; West Asia; the UAE destinations in to Europe; led by
SE Asia and West Thailand and makes up 70% of Eastern Europe and the Netherlands,
Asia are among the Singapore lead the the pie; Jordan’s Central Asia such as Iceland and East
most booked pack, Indonesia and share growing too. Armenia, Belarus European nations
destinations. But Vietnam are and Kazakhstan are such as Czech
Europe remains the hottest growing becoming are Republic, Hungary,
fastest growing destinations. becoming popular. Croatia and
travel segment. Estonia.
Short weekend getaways Travel blogging
✓ People are preferring short trip with minimum expenses, within a ✓ The new-age travel bloggers, who do not have enough office
200-300 km radius and spanning across two to three days. holidays, who is passion to visit new places but have economic
✓ Such short vacations gives enough time to distress and rejuvenate constraint, are building their careers by posting their travel stories
oneself. using various digital platforms.
✓ Corporate houses are also planning such breaks in order to enhance ✓ Once their pages get popularity, they either get sponsorship or get
the productivity. paid through advertisements.
Offbeat destinations Budget travel

✓ Exploring new destinations and spending vacations in lesser-known ✓ Budget travel allows people to travel without being burdened by
places is a gaining trend among online travel platform like economic challenges.
‘MakeMyTrip’. ✓ Budget travel options means planning the trip meticulously and
✓ There are elaborate information blogs promoting lesser known setting a budget.
destinations like Khajojar and Tirthan Valley of Himachal Pradesh. ✓ One can search for online tips or conduct a plan themselves in
order to have a perfect schedule.
Rise in solo trips Wellness tourism of India
✓ Solo travelers often reinvent themselves and their life goals by ✓ The concept of wellness tourism is often linked to spiritual tourism.
heading out for solo travel trips. ✓ The main reason for its gaining popularity is the immense work
✓ India has some popular solo travelling destinations are Srinagar- pressure of modern life.
Leh road trip, Alleppey in Kerala and Kodaikanal in Tamil Nadu. ✓ Kerala is a popular destination for travelers seeking Ayurveda and
yoga attracts a large number of tourists to India.
Source: http://businesseconomics.in/emerging-trends-tourism
‘Household Survey on India’s Citizen Environment & Consumer
Economy’(ICE 360 Survey) conducted this year. The survey covering
61,000 households is among the largest economy surveys in the country
Apart from the top quintile (richest 20%) which has a greater share of travellers, the proportion of households which travelled over the past year is
roughly the same across the other income classes. The share of households in metros which took a holiday trip is relatively higher compared to other
regions, with a quarter of households reporting a holiday trip over the past year. The share of households in the top percentile (or top 1%) which took a
trip is slightly higher at 29%. The average spending of the top percentile on travel is nearly 10 times that of the bottom quintile, The top percentile
spends Rs11,655 per annum on average on travel
TRAVEL TRENDS 2018
Travel trends 2018 Your story .com – travel trends 2018 Invest India
➢ Recharging deep in nature • Solo trips on rise Travel trends - 18
➢ The one-off experience you can’t get • Less travelled places are getting popular
➢ Instagram-worthy destinations • Burgeoning wildlife tourism A. Experience - Is it
➢ Walking tours in culture capital • Rise in luxury travel worth Instagramming
➢ A slightly crazy story to take home B. Expectations - As high

ET - Key travel trends 2018
➢ Really getting to know a country and its culture as it can get
• Experiential travel
➢ Thrills of stunning location like Switzerland C. FIT (Free Individual
• Price conscious to value-conscious
Travellers) - Getting
• Offbeat holidays
fitter and bigger
• Rise of tier-2 & tier-3 travelers
TOI - Top travel trends for 2018 D. 'Over Tourism' -
• More women travellers
➢ Travelers go big on b-leisure travel Victim of your own
• Young-at-heart senior citizens
➢ Every traveler is an influencer success
➢ Hotels lay emphasis on a good night's sleep Travel trends E. 'Bleisure' - Making
1. Rise in Less explored travel destinations
➢ Generations travel together 2. Adventure Sports 3. Boutique Hotels time for leisure in
4. Poshtel Tourism 5. Customized tours
➢ Instagram-worthy travel experiences 6. Hostel culture Business travel
Spurt of Indians Taking a Loan to go on a Holiday
• Thomas Cook NSE 0.50 %, in its Summer Trends 2019 report, reported a
50-60% jump in travel loans over the past one year
• Online travel booking firm MakeMyTrip says travel loans are the fastest
growing payment option on its platform today
• MakeMyTrip, which launched its own credit offering nine months ago
apart from tie-ups for loans with banks, is planning to double down on
the category.
• Digital lender Kissht, which enables customers to pay through EMIs for
making purchases even without owning a credit card, says the travel loan
segment has grown 60% in the last couple of years (admittedly, on a low
“Some of my money was stuck in the form of
base). delayed travel reimbursements from his office. So I
searched online and took a loan of 50,000 from
• Tata Capital Financial Services says travel is one of the top two reasons Qbera – digital lender at 14% interest rate The good
customers are availing of personal loans, a category that’s been growing thing was I didn’t have to run around to get it
60-65% in the past year-and-a-half for the company. processed,” - says Shailesh Singh
• Tata Capital Financial Services is running a beta version to offer existing
customers end-to-end instant personal loans online, which will be “People used to feel travel was not something they
sanctioned in two hours. should take a loan for. But in the last two years, this
segment has suddenly opened up”
- Abraham Alapatt, president,
Thomas Cook India
Source: https://economictimes.indiatimes.com/industry/services/travel/easy-online-loans-convince-more-indians-to-go-on-holiday-on-credit/articleshow/70820900.cms
GLIMPSE OF BUSINESS + TRAVELLERS = BLEISURE TRENDS IN INDIA
7.4
6.4 6.4 6.5
6.0 6.0
50%
Business traveler 44%
say that travel People leaves INDIA TOPS THE
policy impacts their jobs due to CHART IN THE NO.
their decision to poor travel policy
OF BUSINESS TRIPS
take a job
TAKEN IN THE LAST
SIX MONTHS
BLEISURE & TRAVEL WELL BEING ARE AN
INCREASING OPPORTUNITY
Total US UK DE IN CN
✓ Sightseeing, both natural and historical, is

appealing to bleisure travelers, and can also be PREFERRED INDIAN
51%
promoted in connection with other activities or LOCATIONS INCLUDES
experiences
DOMESTIC TRIPS
NEW YORK, LONDON, DUBAI
✓ Every destination has great food; those with SINGAPORE, HONG KONG,
unique cuisine or a culinary scene can capitalize SYDNEY, BANGKOK, ZURICH,
on the rise of culinary travel COLOMBO, MUMBAI, PUNE,
✓ Museums, art and culture play a role in drawing
52% GURGAON, NEPAL, PHUKET,
travelers to a destination for bleisure INTERNATIONAL AMSTERDAM,ROME, PARIS
TRIPS BANGALORE
INDIAN B-LEIZURE TRAVELLERS IN A NUTSHELL
7
BUSINESS TRIPS
PER YEAR
58% BUSINESS TRIPS TURNED TO BE A LEIZURE TRIP(EXTENDED
BUSINESS FOR LEZIURE )
Prefer to add leisure days at Said there are destinations which they
88% the end of their trips 89% would like to explore as a B-Leizure
Business Trips timeline

88%
TOP DESTINATIONS FOR
BLEIZURE
41% save money for
is Bleizure travel even they
Usually 2-3 nights
Willing to travel 58% LONDON have a trip scheduled
from business
destination to 56% NEW YORK PREFERRED PAYMENT OPTIONS ON BLEIZURE TRIPS
1-5 hours researching leisure portion on a
During the Bleizure trip, on domestic &
56% SINGAPORE 75% 47% 56%
inspiration and international
locations
55% SYDNEY CREDIT CARDS DIGITAL CASH
planning phase WALLET
Top insights from secondary research
✓ Top travels trends after referring to -13 reports
✓ (reports referred – Booking.com, ICICI Lombard, Pick your trail , Trekksoft, Business World, Travel Unravel, Google travel trends
2018, Make my trip, Economic Times
Travellers look for customised experience. Smart

Indians are interested in shorter and frequent
phones a major tool for direct online travel
trips, to fulfil their need for adventure, indulgence
bookings, for seeking directions, comparing
in unexplored expeditions
packages and fares..
55% of Indian travellers travel once a year & seek Weekend holiday trips largely driven by Internet
relaxation and Adventure. Leave from office penetration, FOMO among people, leave from
surpasses Budget constraint in deciding the course work, rise in Disposable income. Trips a medium to
of Holidays recharge and unwind from stress.
South-East Asia and West Asia witness sharp

Culinary experience a major factor in determining
increase in outbound travellers, with Vietnam and
travel experience. Rise in sustainable Tourism,
Indonesia among the hottest tourist destinations.
women solo travellers, influence of travel bloggers
Offbeat destinations in Eastern Europe and Central
in determining travel destinations
Asia picking up momentum
✓ Key top trends mentioned by every report: Need for customised experiences, rise in travel culture, short trips, influence of
vloggers, travel bloggers, Experiential travel on the rise, focus shifted towards off beat locations
03 CLUB MAHINDRA CURRENT OFFERINGS
Elements of the Club Mahindra offering
Wide Networks of Destinations Customized Accommodations Terrain options
• 61 Resorts within India • Customers are provided with the flexibility • Explore new destinations every year
• 32 Holiday clubs in Finland, Sweden to choose accommodation • Waterfront, beaches, Himalayan, resorts
and Spain • Options available- Studio and 2 bedroom • Soothes every aspect of Traveler in you
• 4300+ RCI resorts across globe apartment
Flexibility to design your own holiday Protection from Dynamic Hotel Prices Fun Filled activities at your doorstep
• Break 7 day holidays into smaller weekend • Customer saves money on pre booked • Exciting fun activities for kids every day
getaways holidays • Adventure sports, aquatic sports, Camping trips,
• Carry forward unused holidays to next year • Provides protection from fluctuating hotel Treks, indoor sports
• Borrow holidays from next year if required prices • Hobby Programs
• Take friends and family along • Assorted workshops- Learning with fun
Club Mahindra Benefits to its Valued Customers
Flight Bookings In City Experience International Inventory Cruise Holidays
Dreamscapes- available in 15 Club Mahindra Membership Relish Cruise experience at

Skyscanner as flight aggregator to
Indian cities, ensures every recognized all over World. Can Maldives and Singapore available
provide economical flight bookings.
experience is worth sharing, avail assisted reservation services with mouth watering regional
Flight booking facility available
reminiscing and captured. Provides on hotels across Europe and South- delicacies coupled with luxurious
through website and online App
400+ experiences including East Asia cabins
Microlight flying, Hot air
ballooning
So What makes us the
• 2 Year RCI membership absolutely free

• Exclusive discounts on Spa therapies EMIs to make your payment hassle
•
BEST?
Memorable dining experiences at our resorts free, stress free.

• Membership referral Awards Spread over 6-48 months, Planning
• Special rates with our hospitality partners holidays never been so Easy
• MAGICAL HOLIDAYS
Packages that suits your requirements
25 Year Packages Bliss Corporate Fun days Gozest
Purple A program curated specially for CLUB MAHINDRA FUNDAYS- Best gift 3 Year package to 50 stunning resorts
second innings. an employee can receive from an Unleash the explorer and break away
Red 10 Year membership for memorable organization from the monotony of life and work
experience with your spouse and Help your employee to be at their cycle
White loved ones productive best GOZEST – Newest offering by Club
CATCH UP ON ALL THE FUN YOU MISSED Mahindra
Most favored Non-Monetary award
OUT IN LIFE
Blue
Color coded seasons to match my
holiday priorities & Amenities
required
OUR PRESENCE Activities Offered Variants Of Holidays HOT SHOT DESTINATIONS
• Adventure sports- • Active

• Goa
• Bird Watching • Adventure • Sikkim
• Dance Workshops • Heritage • Uttarakhand
• Pottery • Relaxed
• Kerala
• Rappelling • Romantic
• Rajasthan
• Evening entertainment • Wildlife
• Coorg
• Camping
Franchise Opportunity
available
04 COMPETITOR ANALYSIS
COMPETITIVE LANDSCAPE
KEY PLAYERS HolidayOptions Transfers / Sightseeing Meal TourCoordinator Tickets Prices
Limited optionsfor Airport pickup and drop and Available in Only in premium Variety of
international destinations sightseeing available in most packages most packages packages Affordable
Packages withtickets
Have good number of Available in Variety of

Airport pickup and drop and Available in mid priced
options both in india and most packages Reasonably
sightseeing available in most packages and premium
abroad Packages withtickets priced
Packages
Have good number of Available in Variety of

Airport pickup and drop and Available in mid priced
options both in india most packages
sightseeing available in most packages and premiumpackages Affordable
and abroad Packages withtickets
Have decent number of Not
Airport pickup and drop and Available in Only in
Domestic and availablein Relative
sightseeing available in most packages most Premium
international holiday most Ly higher
Packages packages
options packages
Have good number of Airport pickup and drop and Available in Internatio
Onlyin premium Affordable
options both in india sightseeing available in most packages most nal
packages
and abroad Packages Packages
All Players provide meal & All playershave variety of No membership,Urgent

Key Transfer/ sightseeing options of domestic& booking, Variety &
Takeaways services Internationalpackages flexibility
AIR BNB ANALYSIS
PARAMETERS DESCRIPTION
Air BnB works on a commission basis.

BUSINESS MODEL Average of 3 % commission from travellers and around 10 % of
commission is earned from the hosts
Services in AIR BnB includes:

SERVICES
STAYS, RENTING,EXPERIENCES, FOODS etc
HOSTS TRAVELLERS PHOTOGRAPHERS

TARGET GROUP People who Who books the Photographers to click
own property listed places property’s image
Atithi Devo Bhavo, or guest is next to god himself is what the

POSITIONING business CEOs in India wants to focus upon and build a culture
around that as well.
Social Media, Word of Mouth, Digital Marketing,

PROMOTIONS
Affiliate Marketing (refer and earn), Promotional Offers
✓ The property mostly is not as good as listed on website.

CUSTMOER PAIN
✓ People struggle for food & other services.
POINTS
✓ Often a lack of privacy, if home owner stays in property
OYO ANALYSIS
PARAME
DESCRIPTION
TERS
BUSINESS Oyo provided rooms with standardized quality and price.
This model was a mix of aggregator business model and
MODEL franchise business model.
Oyo CUSTOMERS Oyo FLAGSHIP

SERVICES Oyo TOWNHOUSE Oyo WIZARD
Company has set a target of 2.3 million rooms by 2023
TARGET As a customer there main focus is millennials and working
professionals in Tier I & Tier II cities
GROUP
POSITION Positioned as a standardized budgeted hotels in India.
Book a hotel within 3 taps or 5 seconds
ING
PROMOTI FACEBOOK ,TWITTER, INSTA ,SPONSORSHIP in various
events
ONS #Aurkyachaiye campaign on social media
CUSTMO ✓ At times poor co-branding results in poor customer

experience
GO IBIBO ANALYSIS
PARAMETERS DESCRIPTION
GO IBIBO’S TIMELINE
It is a B2C customer organization which likes to

BUSINESS deal directly with customers by providing best
MODEL transportation and accommodation
Flight booking, Hotel Booking, Holiday Booking,

SERVICES
Bus Booking, Train Booking
Target value conscious travellers unlike Make My

TARGET GROUP Trip which generally focuses on premium travellers
Positioned as a trusted online booking portal as

POSITIONING well as travel consultant offering cheapest fares in
flight, bus ,travel
Radio, Hoardings, TV ads, Celebrity placements,

PROMOTIONS Newspapers, Travel Magazines.
Refer and earn discounts etc.
✓ Unable to attract customers who are not

internet savvy
CUSTMOER PAIN
✓ Gocash bait is sometimes not so liked and
POINTS
people feel it is there to fool you and keep you
stuck
05 IN-DEPTH INTERVIEWS WITH THE TRAVELERS
1. COLLEGE GOERS
Goes to short trips(3-4 days) once in 3-4 months.
“I usually go 2 trips every year. One week back I Likes to travel mostly with friends and plans a week
came back from Badrinath Trekking. It was a nine before going
day trip with 4 of us. Usually we pre-book 1 month Prefers to visit hill stations during college vacations,
in advance but it depends on the routes and long weekends
seasonality. Our last trip was self-booked 2 months Seeks relaxation and adventure, within budget
before. Before booking, we had consulted some Comfortable spending around 8000 for a 3 day trip
Safety, hygiene and location of hotel is the primary
trek groups who do trekking. And accommodation Nidhi Gupta
Siddharth Singh was booked on the spot. If I go on a solo trip, I
concerns
25, MBA Student, Authentic food, comfortable stay and the shopping
Adrenaline don’t pre-book for sure. There is no particular time SIBM Pune experience is what makes her vacation memorable
Junkie for my trips, it largely depends on regular schedule
but definitely on-season.”
Price factor: I am generally price insensitive. I
would pre plan more if I am going to an expensive
destinations like Europe, America. But I would still Makes once a year family trips followed by rare trips
love that backpacking experience which is more with friends.
adventurous and on a budget. Planning with family is a tedious process, starts
planning 3-4 months before. With friends it’s mostly the
Travel references: Online platforms are good but I
places with religious and cultural significance. As a
will go to whichever is least expensive. I would
person she likes to travel to beaches with friends
rather spend more on the experiences on my own.
Weather should be too hot or too cold, made last trip in
Awareness about Club Mahindra & Airbnb: I have
March. Average duration with family is 7+ days, while
just heard not used any. Anasuya with friends the avg. duration of trip is 2 days. Hotels
Bucket list: I am getting into snow trekking so this should provide comfortable stay and a god food
winter period is something I am looking forward to
Chakravorthy, 27
experience. She is explorer who is willing to try new not
for years to come. MBA Student, IIM
so tourist places.
Lucknow
2. Working professionals
• Makes annual trips
• Goes on vacation every 2 months
• Typically prefers long vacations (9-10
• Festivals, national holidays not the
days)
preferred time
• Likes to travel to hill stations
• Avoids summer seasons
• Vacations a means of stress buster, escape
• Planning starts 1 month before for far
for work pressure
off places within India
• Going to Andaman this month,
Sandeep Kn • Vacation concept not so deeply in family Harsha G.
coordinated with local tourist guy
28, SAP BASIS • Budget increases with increases in 25, SAP BASIS
Consultant, TCS,
• Vacations planned 3 months before to
income, comfortable with 30000 budget Consultant, Infosys,
Banglore save flight and accommodation costs
• Looks for comfortable bed and hygienic Bangalore
• Quality time with friends in the form of
washrooms a major deciding factor in
short trips and vacations is what makes it
hotel
memorable
“My last trip was in Nainital with 4 of my friends. We stayed there for 4-5 days and expenses were 6-8K per head. We
prefer Cab booking for local traveling because self-driving cars are risky as the roads are unfamiliar. In fact, Cab driver
helped us a lot and made our local sightseeing memorable.”
Recent places: Nainital, Delhi | Trip planning: 20 days before | Booking: friend working in LIC's contact
Next trip: Mussoorie during winter |
RAHUL PATEL Airbnb & Oyo: I have seen a few videos and reviews about it, did not get a good feeling.
Store Manager, Vardrobe Club Mahindra: Yes heard but did not find the necessity to try it. Heavy budget and most of our plans are made at last
minute.
2. Working professionals
• Normally once in 4 months goes for a

vacations • I usually prefer going on vacations with
• Flights, travelling a major component my friends as it offers an opportunity to
which decides how well in advance we explore new places, which is often missing
Uday Prajapati, 25, plan for holidays on family trips
SAP Consultant , • Usually books holidays on national Shibali Singh, 28 • We usually start planning 4 months in
Bosche, Chennai holidays which comes near vacations IT Consultant, TCS advance, as of my friends are in different
• No International Vacations visited so far places
• Prefers beaches and hill stations • Our average lasts for 3-4 days, mostly on
depending on season and weather extended weekends
• Approximate budget is within 10-12K fir • We seek adventure, wildlife with scenic
a 4 day stay, but for places like Goa can
beauty
spend within 25K
• Recently visited the Kaziranga, Gir and
• Prefers OYO rooms due to ease in
availability and cheap accommodation Dudhwa national parks.
• Don’t like to pay for activities organised • Authentic and good hospitality is what we
by hotels look for in hotels. It should have a proper
• Weekend getaway a source to relieve blend of amenities and price premium
stress
3. Young couples
“I’m Newly married last two weeks ago. My “Till I was in Undergrad 1st year and 2nd year,
last trip was in Indore for 3-4 days with my dad used to plan trips. Now, since we are
friends. We used our personal car for better equipped with information and
transportation. I used Oyo for stay booking technology, me and my brother plan and
but generally, if it is a sudden plan, then it decide the places. Our family trips are yearly
is booked on the spot. Apart from this, ABISHEK NUNNA once. Over the years, our trips have changed a
AKASH KUMAR
every year I go to Vaishno Devi in a bike, Engaged last lot. Before it used to be only within India -
Newly Married
month places like Ooty, Kodaikanal. Now once in
which is mostly unplanned on short notice.
three years, we have a foreign trip. Our last
My family trips are usually wedding
year Europe trip was the longest - 15 to 17
ceremonies.” days. But the frequency of such trips is low.
Opinion about Oyo: Neutral to it. I have Duration of trips within India is mostly 4-5
had mixed experiences so far. days long.”
Club Mahindra: Not aware Trip preparation: For foreign tours - 3-4
Next trip: Kolkata with family months and within India just 1 month before.
Company travel incentives: It’s based on Preferences: Popular tourist spots with family
the designation and targets, which are and unexplored places with
difficult to achieve. friends/Colleagues.
4. Families with kids
I am a housewife with 2 kids. I have a son aged 24 years and we go on

Generally we go for vacations during summers family trips twice in a year for 4-6 days
mostly My husband & son start planning 1 month
Since my husband is in SBI, most of the prior
vacations are sponsored by them, so price is We generally visit to South Indian states,
Sangeeta Gupta
not much of constraint Sumanthi last month we visited Kerala with our
49, Housewife,
We have annual holidays which lasts around Srinivas, family friends.
Gurgaon
10-12 days, followed by occasional weekend 43, Housewife We took a train and made the hotel
trips to nearby places like Nanital and Shimla Faridabad arrangements, in hotels we generally
Planning is mostly done a month before
book resorts having premium services.
When travelling with family I look for luxurious
Since most of us have grown up kids, we
and comfortable stays
Facilities like swimming pools, spas and
just want to spend some quality time with
massages inside hotel premises makes it our children
enjoyable It is good when hotels make all the
We generally go to hill stations and historical arrangements for various activities so we
places as my husband is a big fan of Indian don’t have to travel much around
Architecture Per family we are comfortable spending
A good family time, relaxation from normal around 40-50K per trip
work life is what we seek as a family
4. Families with kids
“I have a school-going daughter and I hardly get

“Previously we used to plan out trips based on
any week off. My last trip was 2 years ago in
my husband's availability, but now we consider
cherrapunji and Assam with my family (4
my her school schedule as well. For local trips,
members). I usually prefer hill station
we use our own vehicle but for other trips, I
destinations and adventures like rope climbing.
prefer a cab with driver. We pre-book mostly
However, for a family outing, temple visits are
LAVANYA through my husband's contacts and use online
Apps like MMT. I would love to have play area
SURESH ideal for us. My focus is on traveling locally and
House-wife VIP Store owner not so much on luxury stays.”
facilities & other activities along with stay for
Location Preference: Guwahati, Shillong
my kid. And Relaxation is the most important
Planning preparation: 10days in advance.
experience I seek from trips.”
Travel Booking: Self-Booked train
✓ Decision maker: Husband
Trip Budget: 60K for 4 members
Planning preparation: 3 months or
Accommodation: Lookup for hotels in
sometimes sudden plans
yatra.com or sometimes after reaching venue
Long-distance trips: One or two months
speak to a local agent and made arrangements.
planning
Awareness about Club Mahindra: Have heard
✓ Trip duration: 4-5 days
about it through my Grandfather but not a
✓ Average expenses- 40-50K for 3 members
member.
Awareness about Club Mahindra: No
Oyo: Yes, I had stayed in this place during the
✓ Willingness to become a member: I would
last trip. I found it expensive.
hesitate because of One-time payment
Other trips: Varanasi, Nainital on bikes with
friends for 2 days
5. Old generation
“Recently on 5th September, I went to
Dwaraka. I went with a ladies association
“Although I have retired from LIC, I'm still in touch with my and totally with 40 members. We arranged
friends at the workplace. I plan trips based on my an AC bus and travelled to different places.
colleague's availability. In most cases, it is during May The expense was 20K per head and Our
holidays as their kids have summer vacations.“
club secretary with her husband's help
Planning preparation: 3 months before for flight tickets
Renuka Travel references: Thomas Cook to book rooms, usually 3 Mahalakshmi booked the tickets for all of us.”
LIC Retired 2017 or 4-star hotels. Member of Trip preparation: 3 months before
Opinion about Club Mahindra: “7 years ago, I had a bad Lioness Club planning and booked flight tickets.
experience in a similar club so I don't hold a good opinion Rooms preferences: It was not too luxury
about it. Although they provided discounts on room rooms, more like a budget hotel in
bookings, after the upfront payment, the customer service Ahmedabad.
was very poor. It was a lifetime membership. We had to Trips frequency: One in 3 months.
book rooms 15 days before for availability. Even local Trips duration: 5-6 days of trips.
transportation was covered in the membership.“ Food arrangements: We took a cook (chef)
Company incentives: LTC from company side was available
also with us.
only for within India. My trips are mostly international
ones, which usually lasts for 7 days. We have plans to make Future trip plans: We want to cover all
at least one international ones. India places - Holy places, sightseeing,
Preferred Holiday spots: Hill stations, Andaman, Gangtok, adventure.
Sikkim, temples especially in North India, Malaysia. Bucket list: Kerala, Andaman Islands.
Next trip: Kasi family trip and my sister's
daughter is planning it.
TOP INSIGHTS FROM CUSTOMER INTERACTION
BUDGET DURATION OF TRIP

✓ College Goers- max 5-10k for one trip ✓ College Goers- short weekend getaways(avg. 3-4 days)
✓ Working Professionals- usually price insensitive ✓ Working Professionals-depends on schedule
✓ Families with Kids- ranges from 40k-50k and can go above ✓ Families with Kids-8-10 days on an average
✓ Old Generation-25k /head for entire trip ✓ Old Generation- ranges from15 days to one month
KIND OF ACTIVITIES PREFERRED LOCATIONS

✓ College Goers- trekking, adventure sports ✓ Young Couple-exploring unexplored & scenic locations
✓ Working Professionals- adventurous ✓ Working Professionals- Any adventurous place to travel
✓ Families with Kids-sight seeing, good food ✓ Families with Kids-hill stations, sight seeing
✓ Old Generation-pilgrimage, sight seeing ✓ Old Generation- holy places, pilgrimages, temples
GROUP SIZE/ COMPANY PLANNING DURATION

✓ College Goers- group size rages from 4-8 people ✓ College Goers-instant or max 15 days
✓ Working Professionals- at max around 15 people ✓ Working Professionals-10 -15 days before going
✓ Families with Kids- 4-5 people on an average ✓ Families with Kids:1-2 months before going
✓ Old Generation- larger groups can vary between 15-40 ✓ Old Generation:2-3 months before going
06 IN-DEPTH INTERVIEWS WITH THE OTHER
STAKEHOLDERS IN THE TRAVEL VALUE CHAIN
CLUB MAHINDRA EMPLOYEES
Even while talking with the salesman, despite
expressing our willingness to buy a suitable package
for family trips, we could see some reluctance to
Just as we introduced ourselves share information. We have been asking them for
as college students on the call, details for the past 7 days, they aren't sending us
the agent made his own any details, documents or booklet. The Salesforce
perception that we wouldn’t seem to have preconceived notions and very rigid in
Tele-sales Agent, enrol for Club membership and Field-sales their response. The 3-year package worth 99,000 is
Gorakhpur was not entertaining our call. Agent, Lucknow very much affordable and they are not even pitching
Only when we had probed them for it unless we ourselves ask for it. In fact, that
more, he mentioned that this package was apt for students like us, who are
was meant only for couples and looking for family vacations. We understood how
insisted that we would not be agent goes about acquiring clients after showing 45
able to afford it. It was only after minutes presentation.
we conveyed that enquiry is for Accommodation details: Eligible for properties in
our family, he looped us with an India, abroad through tie-ups with RCI. On every
representative who came and package, you can take up 12 people. If there are
met us. Overall, the telephonic many children in your group, even 16 people would
be allowed. Sharing your holidays with
experience was not satisfactory.
friends/relatives and invite them as well.
Existing Target group: Majorly Doctors and
businessmen.
OYO EMPLOYEES
✓ OYO focuses on increasing

occupancy of the hotels, where
price is controlled by OYO itself. We ✓ We are now also into the renting
also provide a PMS system which is business in all the big cities, covering
too big a deal for Indian hotel cities like Delhi, Mumbai, Chennai,
industry where everything is Bangalore. OYO Life is a new
HARSH SINHA managed by pen and paper only. HARSH AWASTHI website/app which caters to all the
Operations & SALES,OYO DELHI people(young boys, girls, couples)
Logistic Manager ✓ Bookings in OYO is done by OYO who are looking for a place on a
in OYO, Gurgaon app, other aggregators like Make monthly rental basis.
My Trip and other on the spot
walk-in bookings as well. But OYO ✓ The rental rooms under OYO LIFE are
gets the least commission on walk- better than other renting services we
ins. do not charge very high security
money, which are as high as 6
✓ OYO now has OYO Life, OYO town months prior rent in other cities and
etc. which has various features if you glance though our website you
customized to the needs of will get to know
different customers at different
price points.
AIR BNB HOSTS
✓ On Air Bnb we host our property, photo ✓ Before hosting on Air BnB I was
the best thing is they allow us to already in the business of
control the price of our own property providing homestays to tourists. I
unlike other platforms like OYO. also had plans to make my own
website but being a single service
Mani ✓ Here I decide my place’s price/day Murali Dhar provider and having very less
Air Bnb Host and can fluctuate them according to Air Bnb Host In recognition in the market I
In Delhi our convenience, like the price Hampi dropped the plan and then my
Since 2014 increases whenever the demand is Since Two Years friend told me about how Air Bnb
too high, they go as high as 2000 provides a platform to all the
and sometimes I lower it to around people who wants to host their
500 also whenever there is no place as an homestay.
demand, these prices are negotiable
all the time. ✓ We mostly get young couples or
young college going people
✓ For every stay Air Bnb charges 15% because these tech savvy people
of the total commission of whatever are the ones who gets bridged
price the customers pay. Whatever because of the sites like Air Bnb in
price we may set. today’s Digital era.
MMT EMPLOYEE MMT USER
✓ Two years before I went to Delhi for a

photo photo holiday trip, I have taken flight from vizag to
✓ In the recently formed digital marketing
Delhi but I didn't book any hotel in Delhi.
team our main focus is on customer re-
When I went to Delhi its a peek time, I didn't
targeting, We aim to send customized stuff
get any hotel reservation in Delhi all are
like emails, newsletters and discounts to
booked. When I was landed in Delhi
people, who frequently visit or surf our
Hussain domestic airport a make my trip man
Amey Patkar website, just scroll in and moves out
approached me and he told me a package to
Digital Marketing, without making any purchase out of it. Traveller, MMT Agra and Delhi local site seeing.
MMT User
✓ Because these customers are the ones who
✓ So I went back to the Make my trip airport
are actually looking for something
office and I booked the package it cost me
budgeted as per their requirements
35k for two persons including Cab and Hotels
for 3 Days two nights. Really it was a
✓ Other thing I would like to mention is our
pleasant trip for me they provide us 3 star
new concept, by which we aim to partner
hotels accommodation and guides as well.
with various banks and loan providers who
can provide a small help to travel
✓ Only one thing is, actually it wont cost if we
enthusiast by giving them 0 interest EMIs
book direct, I know that make my trip
etc.
charged me more, but for me at that time no
other choice.
BOOKINGS.COM & GOIBIBO USER
Travel has become a way of life and most
Booking.com doesn’t have proper support.
of my trips are unplanned. I often travel to
I booked a room through them for Casa Bengaluru and Mumbai and to various
Salt Lake, Kolkata. Just few days before my other cities like Hyderabad, Pune etc. The
visit I called up the Hotel to inquire about most noticeable thing about Goibibo app
north Indian food, however I was shocked. was its simple user interface.
The guy on phone told me that this Hotel
is closed since last 6 months. I informed Swati Bhargava The information was ample but didn’t feel
Entrepreneur & crammed and the booking process was
Shishir Gupta, booking.com about it, then they promised
Traveller seamless. It is easy to check the best fares
Investment Banker, me to refund and also compensate for User-goibibo for various dates. The calendar layout
Author, Lawyer losses. Then they asked me for the proof of makes it easy to pick the date when flight
user-booking.com stay in other hotel, bank statement, air fares are the lowest.
tickets and phone number of the Hotel
where I stayed. I gave them everything,
then finally I got a call from a lady. She
I was searching through Trivago and was
promised me that she has verified comparing prices there in order to book my
everything and I will get refund within 24 stay in Chandigarh.
hours. Next day I received an email Unlike other online travel bookings site, I
denying any refund or compensation. Tushar Kumar could get an instant discount of 20% on my
first travel. This made me do the purchase.
Student
Bookings.com user
HOTEL OWNERS
✓ My son and my daughter in law used to

✓ I started a hotel in partnership & initially run a small hotel, we did not have much
It was associated with OYO but now I’ve idea how to get more occupancy, once
a hotel of my own which is located in the we got associated with oYo then we
5km radius of the Airport. For my hotel understood the pain points our hotel had
location plays the most favorable role as and what all a modern customer look for
people who come for business purpose before booking one.
RAGHAV DINKAR
they prefer to stay in the vicinity of hotel
Hotel Owner KUMBHAR
and it is also easy for them to commute ✓ What I suggest is apart from
Delhi
Owner-white comfortable stay a hotel should provide
✓ Recently I started with other services house hotel facilities like Wifi, T.V, A.C. In our case we
also, like we have contacted few cabs did not have this and giving more than
and travel agencies the fees just stay helped us in increasing our
customer ratios
✓ For payments we make sure to keep by a good number
both online & offline system handy
corporates usually pay online because ✓ We earlier used to get local state people
they have to show their travel bills other only for the sake of stay , but now people
people pay both online and offline from all over India
Are willing to stay in our hotel.
TOP INSIGHTS FROM STAKEHOLDER INTERACTION
1 GETTING ASSOCIATED WITH COMPANIES LIKE OYO HELPS IN IMPROVING FOOTFALL IN OUR
HOTELS
2 STAY IS THE BASIC REQUIREMENT OTHER AMENITIES LIKE GOOD FOOD, WIFI, AC,
GOOD STAFF IN THE BUSINESS ARE NECESSARY TO BE A KEY PLAYER IN THE MARKET
AIR BNB GAVE MY STAY A RECOGNITION ON A NATIONAL LEVEL, BE IT ANY SEASON

3 MY PLACE IS NEVER EMPTY AND I GET DECENT CUSTOMERS
OYO HAS A PMS SYSTEM WHICH WAS NOT USED BY HOTELIERS BEFORE BUT NOW WE
4 CAN SIMPLY KEEP A TRACK OF ALL THE DATA
PROVIDING CUSTOMERS WITH FACILITIES LIKE LOANS FOR TRAVELLING BY PARTNERING

5 WITH BANKS AND LOAN COMPANIES ARE A NEW STEP IN HOTEL BUSINESS
07 SURVEY ANALYSIS
(Consumer travel survey for ~200 respondents)
Primary Research: Structured questionnaire with 194 responses – demographic information
✓ 96.9% of the respondents belonged to 18-40 years age group, with overall 70.1% of them being working professionals
✓ 17.6% of the respondents were married, while 63.4% had single relationship status
Frequency of visits : 47.4% go on trips every year; frequency increases as the relationship status
changes from Single to Married without kids. However, the same decreases as their kids grow up
Frequency of visits (relationship basis)
120%
100% 0% 0% 0%
8%
21%
29% 27%
80%
45%
75%
60%
58%
40%
69% 73%
43%
20%
21% 25%
0%
Single In a relationship Married & without kids Married & with kids Married & with adult children
Every month Once every 3-4 months Once in 6 months Once a year Once in every 2-3 years Never
✓ 47.4% of respondents go on 3-4 holiday trips every year, while 42.3% go for only one trip in a year.
✓ The proportion of people planning trips once in every 3-4 months, increases as the relationship status changes from Single to Married
without kids. However, the same decreases as their kids grow up.
✓ As the couples and their children get older, 75% of them prefer to travel only once in a year.
✓ Respondents aged between 41-55 years make holiday plans either once in a year or 3-4 times in a year.
✓ 21% of Married couples with kids tend to go on vacations only once in every 2-3 years.
Timing of holiday: Most of the respondents did not have any time preference while planning for
their vacations; many also prefer to travel in off-season when areas are not packed
✓ 46.4% of respondents did not seem to have any time preference while planning for their vacations
✓ 10.3% of respondents prefer trips during special days like New Year’s Eve, while 17% preferred National Holidays
✓ 47.4% of respondents make vacation plans during non-peak season and when the resorts/hotels are not packed
Travel partners: friends are most common travel partners; more solo travellers among old gen.
Travel preference across age-groups
100% 0%
4% 4%
90%
18% 21%
80%
4% 50%
70% 9%
60%
50% 0%
40% 67%
58% 25%
30%
20%
25%
10%
7% 8%
0%
18 - 25 26 - 40 41 - 55
Solo/with new people Friends Spouse Family Group of families
Travel preference according to relationship status

100% 2% 0%
3%
9%
90% 16%
9%
3%
16%
✓ 62.4% of respondents preferred to travel with their friends
80% 3%
27%
✓ As the age increases, the proportion of people seeking solo
70% trips or trip with new people also increases
60%
53%
75% ✓ Holidays made with friends decreases, as the age factor
50%
increases
40%
71%
80%
45%
✓ 11% of Young couples having kids, prefer solo trips
30%
✓ Married couples like to holiday more with their family
11%
0% members as they mature with age
20%
11%
25%
✓ 16% of Young couples with small kid(s) consider to go on
10%
9%
6%
18%
11% holidays with a group of families
0% 0% 0%
Solo/with new people Friends Spouse Family Group of families

Planning of the trip: planned trips increases as age & relationship status increases
Advance planning of trip
100% 0%
9% 9%
90% 2% 1% 20%
7% 11%
80%
14%
70%
60% 38% 30%
50%
49%
40%
30%
29%
20% 50%
10% 20%
12%
0% 0%
18 - 25 26 - 40 41 - 55
1 week before 1 month before 3 months before 6 months before 1 year before Not in advance
Advance planning of trip
100%
90%
2%
8%
3%
6%
0% 0%
21%
0%
✓ 39.7% of respondents plan their trips just a month before
25%
80% 19%
31% 45%
✓ Only 14% of 18-25 age group, tend to plan for vacation 3
70% 21% months in advance, whereas, almost 50% of them plan it just a
60%
50% 44%
month before.
40% 34%
36%
37% 75% ✓ 9% of 18-40 age group make plans on the spot with no advance
30%
20% 18% 0% 5%
planning
10%
9%
23%
18% 16% ✓ Married couples with adult children tend to mostly pre-plan
0% 3% 0%
Single In a relationship Married & without kids Married & with kids Married & with adult their trip 3 months before
children
✓ 18% of newly married couples do not make travel plans in
advance
Not in advance 1 week before 1 month before 3 months before 6 months before 1 year before
Planning of trip: 22% said that they will buy a package of – room + activities + travel
Facilities preferred by age groups Facilities preferred by relationship
100% 100%
90% 90%
25% 25%
80% 80%
17% 18%
70% 70%
21%
24%
60% 24% 60%
26%
50%
50%
40%
40%
30%
30%
20%
20%
10%
10%
0%
0% Single In a relationship Married & without Married & with kids Married & with adult
18 - 25 26 - 40 41 - 55 kids children
Only room Room + activities + travel Room with activities Room with an option for activities Only room Room + activities + travel Room with activities Room with an option for activities
Trip expenses by age groups Trip expenses by relationship

100% 100%
90% 90%
10% 25%
80% 80%
17% 70%
70%
34%
38% 60%
60%
50% 46%
50% 33% 50%
40% 32%
40% 36% 25%
30%
30% 48%
20%
20% 29% 26% 25%
10% 18%
10%
0%
0% Single In a relationship Married & without Married & with kids Married & with adult
18 - 25 26 - 40 41 - 55 kids children
Less than 10K per person 10K to 15K 15K to 20K More than 20K 10K to 15K 15K to 20K Less than 10K per person More than 20K
✓ Tourists expect travel arrangements & activities apart from room services and this
preference increases with maturity in age.
✓ Budget trips less than 10K is preferred by people with Single status
✓ Newly married couples are most willing to spend up to 30k per head on trips.
Planning of trip: Majority of the respondents plan their holidays 1-3 months in advance
Flight tickets - Planning & Booking trends Top 10 Travel Websites
IRCTC.co.in
7-12months in advance
Makemytrip.com
4-6 months in advance

Goibibo.com
Indiarail.gov.in
1-3 months in advance
Expedia.co.in
8-30 days in advance Yatra.com
Tripadvisor.in
1-7 days in advance

Indiarailinfo.com
Cleartrip.com
I did not book in advance
RedBus.in
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Booking Planning 0 50 100 150 200 250
✓ 45% of respondents start booking their flight tickets for trips at least 1-3 months in advance
✓ Majority of the respondents plan their holidays 1-3 months in advance
✓ IRCTC website is the most used travel site for booking followed by MakeMyTrip and Goibibo.com respectively
✓ About 3% of respondents usually do not make any booking in advance
✓ Only 2% of respondents plan 7-12 months in advance
✓ 22% of respondents make bookings just a week before their trip
Trip destination: hill stations, beaches & nature – most imp. For destination preference
Destination Choice according to relationship

100%
11%
15%
90%
25%
36% 37%
80%
0%
70%
40%
60%
63%
✓ 39.2% of respondents consider unexplored regions in India as their next
16%
50%
18%
holiday destination.
40%
✓ Hill stations are the first choice for 60.3% of the respondents, followed
75%
by Nature and Beaches.
✓ 63% of Respondents, who have newly into a relationship, are interested
30%
45% 45% 47%

20%
in visiting unexplored regions in India.
✓ 75% of Old couples with adult children, prefer to visit most explored
26%
10%
0% regions in India.
Within India - most explored regions Within India - unexplored regions International locations
Trip destination: Friends or family, who have visited/lived at a place -top 2 influencers
Influencers on destination choice Elements of 'value for money'
Recommendations from friends or family who have visited there 51% Respondents were asked what constitutes 'value for money' when choosing a holiday destination
Recommendations from friends or family who have lived or do live there 34% The best experiences I can afford within my budget
Travel-specific information on the internet 31%

Unique/world's best expereinces that cannot be had anywhere else
Advice from a travel agent or tour operator 27% Low cost of living expenses (food, accommodation, etc) in the country or
region
Travel-specific programs on TV (e.g., on Travel and Liesure Channel) 25%

Low cost of travelling around the country or region
Social networking sites on the internet (e.g. Facebook) 23%
Inexpensive airfares to the country or region
Locations/places that you have seen in movies or TV serials 20%
None of the above

Travel-specific articles or information in newspapers or magazines 19%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Online blogs and reviews, e.g. Trip Advisor 17%
Travel books or guides 10%
✓ Recommendations from friends or family, who have

Travel brochures 9%
visited or lived at a place, are the top two influencers
General news reports (in prints, on television, in online media,etc) 7% while deciding holiday destination.
✓ Travel-specific information from internet sites is a key
Locations your children want to visit 6%
influencer for 31% of respondents.
Travel-specific programs on the radio 6% ✓ Experiences within affordable budget, matters the
Media ads/promotions by airlines or travel agents 2%
most for 35% of respondents in terms of value for
money.
Media ads by govts/tourism boards/orgs marketing holiday destinations 2%
✓ 12% of respondents believe inexpensive airfares to
Gaining social prestige and status/bragability 1%
the country or region to be value for money.
0% 10% 20% 30% 40% 50% 60%
Trip destination: travel & hotel cost most imp. factor in deciding location
Most Critical Factor in Decision making Research source for Most Recent Vacation Travel
Travel Costs 36% Direct Contact with travel agent 19%
Hotel/Accomodation 27%
Print materials from Travel Agents 19%
Activities Available 16%
Print travel Magazine 22%
Recommendations from family/friends 14%
Print travel book 22%
Reviews/Ratings 13%
Online research via tablet 36%
Hotel/Airfare loyalty programs 12%
Online research via smartphone 42%

Time to reach destination 12%
Weather/Climate Info. Online Research via desktop/laptop 51%

12%
0% 5% 10% 15% 20% 25% 30% 35% 40% 0% 10% 20% 30% 40% 50% 60%
✓ 36% consider travel costs to be the most critical factor in decision making
✓ 27% of respondents make their destination choices based on hotel/accommodation facilities available
✓ Online researches via desktop, smartphone & tablet contribute top three sources for travel information respectively
✓ Direct contacts & print materials from Travel agents were common source for 19% of respondents.
Duration of trip: It increases from 2-4 days to more than a week, as the age increases
Trip duration as per age
100%
3%
7%
90%
25%
80% 22%
37%
70%
60%
50% 50%
40%
70%
30% 61%
20%
25%
10%
Trip duration as per relationship status

0%
100% 0%
5% 18 - 25 26 - 40 41 - 55
6%
11%
2-4 days 5-7 days more than a week
90%
25%
22%
80%
37% 0%
55%
70%
47%
60%
✓ 66% of respondents plan their holidays for a duration of 2-4 days
50% ✓ 70% of members from age group 18-25, had holiday plans for 2-
40%
73% 75%
4 days
30%
57%
✓ Duration of holidays increases from 2-4 days to more than a
20%
45%
42% week, as the age increases
10%
✓ Young couples with kids, tend to go for longer trips than newly
0%
married ones, who usually prefer 5-7 days trip
2-4 days 5-7 days more than a week

Budget of trip: The propensity of spending for holidays increases as the age increases
Trip budget as per age
100% 0%
7%
90% 17%
10% 25%
80%
17%
70%
38%
60%
50% 33% 50%
40%
30%
45%
20%
33%
25%
10%
Trip budget as per relationship status 0%

100% 18 - 25 26 - 40 41 - 55
8% 9% Less than 10K per person 10K to 15K 15K to 20K More than 20K
90% 21%
27%
80%
34% 50%
70%
46%
60%
32% ✓ 39.5% of the respondents have a budget of less than 10K for a 3-
36% day trip
50%
✓ The propensity of spending for holidays increases as the age
40%
48% 26%
25%
increases
29%
30%
18% ✓ 46% of respondents belonging to in a relationship status, spend
20%
close to 21K-30K for a 3-day trip
✓ Majority of married couples with adult children, spend more
25%
10% 18% 21%
17%
11%
0%
Single In a relationship Married & without kids Married & with kids
0%
Married & with adult children
than 30K for a 3-day trip
Less than 10 K 10K - 20K 21K - 30K More than 30K
Preferences for stay: Majority of respondents want hotel room with basic amenities, followed by
resorts; Newly married couples are more fond of hotel room with luxury amenities
Stay preferences across Age groups
100%
90%
24%
29%
80%
70%
17% 50%
60% 18%
50%
40%
42%
36% 0%
30%
20%
25%
10% 17% 17%
0% 0%
18 - 25 26 - 40 41 - 55
Home stay Hotel room with basic amenities Hotel room with luxury amenities Resorts
Stay preferences according to relationship status

100%
9%
90%
24%
80%
31%
42%
33% ✓ 16.4% of respondents seek Home stay experiences, while
70%
16% 45%
39.7% are satisfied with Hotel room with basic amenities
60% 14% ✓ Home stay experience is rarely preferred by members
50% 16% 33% belonging to the age group 41-55 years
40% 41% ✓ Majority of respondents who are in a relationship, want
30%
43% 21% hotel room with basic amenities, followed by resorts
20%
45%
34%
✓ Newly married couples are more fond of hotel room with
10% 19% 21% luxury amenities
11%
0% 0% 0%
Home stay Hotel room with basic amenities Hotel room with luxury amenities Resorts
Criteria for selecting a hotel/resort: Price is the top most criteria while selecting a hotel/resort
✓ Price is the top most criteria while selecting a hotel/resort among 59.8% of respondents
✓ Location from major tourist attractions ranks 2nd in terms of selecting a hotel/resort
✓ 45.9% consider facilities offered by hotel/resort as a factor for selection
Relaxation as the top most experience expected from vacations
Desired holiday experience across Age groups
100%
90%
80% 40%
53%
70% 59%
60% 0%
50%
0%
40% 1% 40%
19%
30%
28%
20%
29%
Desired holiday experience based on relationship status 10% 20%
12%
100%
0%
18 - 25 26 - 40 41 - 55
90%
Adventure Natural Beauty Piligrim Relaxation
80%
46%
52%
70%
63%
75%
60%
0%
50%
1%
100%
✓ 54.7% of respondents desire relaxation as the top most experience
23%
40%
25%
0%
from vacations
30%
21% 0%
✓ Newly married couples seek only relaxation from their trips
20%
31%
✓ Respondents just got into a relationship, actively indulge in
10% 23%
16%
25%
Adventure sports, apart from natural beauty and relaxation
0% 0% 0%
Adventure Natural Beauty Piligrim Relaxation

What do people seek from a holiday experience? – Local sight seeing and relaxation
✓ Local sight seeing is the top priority for 66.8% of respondents in terms of holiday experience
✓ 20.5% consider shopping from local outlets for a holistic vacation experience
✓ Entertainment events in the evenings are attractive to 24.7% of respondents during their stays
08 PROPOSED BUSINESS MODEL
Based on our sec. & pri. research we found out that travellers are looking for experiences; so, we
suggest Club Mahindra to get into experiences; based on our analysis we find rural, eco- , festival
& heritage tourism as the possible options to enter
Infrastructure
Experience Organised Specialisation WHETHER TO
Market size Growth rate & investment Risk
categories Competition required ENTER
required
USD 263
ADVENTURE 17.8% HIGH HIGH HIGH YES NO
Million
USD 800
SPORTS 12% HIGH HIGH HIGH YES NO
Billion*
USD 200
RURAL 10% LOW MEDIUM LOW NO YES
Million
USD 150
ECO-TOURISM 8.8% HIGH LOW LOW NO YES
Million
USD
FESTIVAL 20% LOW LOW LOW NO YES
1.75Billion*
USD 171
HERITAGE 10% HIGH LOW LOW NO YES
Billion
USD
WELLNESS 12% HIGH HIGH LOW YES NO
13Billion
Source: web search
* Global number
Strategy: enter in phases, start with rural tourism…
Phase 1 Phase 2 Phase 3 Phase 4
ECO – TOURISM
RURAL TOURISM FESTIVAL TOURISM HERITAGE TOURISM (Rural locations seek to protect the
(Based on the top-down approach, (Festivals are the most integral part of (Every village has its set of heritage wildlife and other limited resources in
we should target rural tourism first) any rural community) sites with a unique history) its pristine form)
✓ Travel to the deepest interiors ✓ A festival is an event ✓ India is known for its rich ✓ Holiday camps, Tree house,
of the Indian subcontinent to ordinarily celebrated by a heritage, which has been Organic homes in jungles &
experience rural India in its community & centring passed down through the
houseboats run by local
most authentic form. its culture. But, for visitors it years, from one generation to
the next. Mahabalipuram people are some of the eco-
means a closer understanding tourism friendly options in
Shore has a series of
✓ Why Rural Tourism? Steady of people & diverse local sanctuaries carved out various destinations.
growth in rural tourism culture & customs of the beautifully from rocks along ✓ Almora – Hill town with the
market means many villages place. the Coromandel Coast. Grandeur of Ancient temples,
have found a place on the ✓ The Hornbill Festival is a 10 ✓ Other heritage sites: is embraced with wildlife,
tourist map. Visitors can day annual celebration in the Jaisalmer Hill Fort in culture & cuisines.
interact with them and gain a first week of December at the Rajasthan, Ajanta Ellora Caves ✓ Other examples: Gokarana,
rare insight into their way of Kisama Heritage Village, in Maharashtra, Lothal Site in Hampi, Madikeri,
life. Nagaland. Gujarat Swamimalai.
Small stay on farm Hornbill Festival Nagaland Local trek to discover sites Boating in Kosi river
Start with rural tourism because…
What is it? Rural Tourism in projects in 28 Awards and Recognition to Rural sites
Showcases rural life, art, culture and
heritage at rural locations across India
153 States, Union Territories sanctioned
by Ministry of Tourism CNBC Awaaz Travel Award in 2008 was awarded to
the following two rural tourism sites:
(i) Village Hodka, Distt. Kachchh, Gujarat for Best
Intention? Tourism Income Generating Community.
• Benefit local community economically

and socially as well as enable
36 Rural Sites were supported by UNDP
for capacity building
(ii) Village Nagar, Distt. Kullu, Himachal Pradesh for
Tourism site for Best Demonstrating Women
Empowerment.
interaction between tourists and local
population for beautiful and enriching RURAL ECO-HOLIDAYS- 15 Rural tourism selected by rural eco Impact?
experience holiday sites for Visit India campaign
Marketing Campaign of Visit India- Foreign Tourists were • Creation of alternative source of Income in Non-
• Provide positive experiences for both offered one night stay with complementary breakfast at any agricultural rural sectors
visitors and hosts of the 15 rural sites. • Revival of lost folk art and handicrafts
• Village entertainment groups unveil
local history, culture and oral
treasures.
PLAYERS Not many big players
COMMISSIONED RURAL TOURISM SITES
Srikalahasti, Distt. Chittoor, Andhra Pradesh Sualkuchi in Distt. Kamrup, Assam Village Hodka, Distt. Kachchh , Gujarat
USP- Kalamkari work USP- Patta and Moga Silk weaving USP- Mirror work/ Embroidery
Samode Village, Distt. Jaipur

Nagar, Distt. Kullu , Himachal Pradesh Coorg, Distt. Kodagu , Karnataka
USP- Lac Work, Pepper painting, Gems
USP- Topi and Shawl weaving USP- Coffee Plantation
stone painting
BIG IDEA FOR CLUB MAHINDRA
PROVIDE LOCAL
ENTER INTO COLLOB WITH LOCAL RENOVATE UPTO THE
EXPERIENCES BY
ON-DEMAND
EXPERIENCES OWNERS (JUST LIKE CM STANDARDS &
CREATING CM FIELD
PACKAGES, CREATE
AIRBNB), BUT ONLY IN RENT OUT TO OWN PACKAGES – lot
REMOTE LOCATIONS TEAM & SELF HELP
TOURISTS of flexibility
ENTER INTO GROUPS
RURAL TOURISM
LIST HOMES & SERVICES ON CM WEBSITE & APP TIE UP TO LIST & PROVIDE STAYS AND SERVICES
COME LIVE WITH US

EXPERIENCE THE ROOTS
EXPERIENCE THE VILLAGES
EXPERIENCE THE REAL INDIA
WRAP YOURSELF IN TRUE COLORS OF INDIA
BIG IDEA FOR CLUB MAHINDRA
Club Mahindra
Rural experiences, true experiences
POSITIONING
“EXPERIENCE THE ROOTS, EXPERIENCE THE TRUE INDIA, EXPERINCE RURAL INDIA”
TARGET GROUP
People in all age groups who see travel as an opportunity to experience something
unique, which is not available conventionally and not to everyone. They look for
experiences by indulging in local activities in terms of stay, food, culture, host, clothing
VALUE PROPOSITION
-‘Club Mahindra – rural experiences’ is a bouquet of services which helps you to the
experience the local culture to the maximum by providing traditional stay like mud
houses, local food like raagi rolls, local host, activities like vineyard visits, gardening,
butter making. Bullock cart rides etc.
-These services are provided in customisable packages by Club Mahindra
-Along with this customer gets full support, discounts & offers in complete travel journey
Club Mahindra - Rural experiences, true experiences - WORKING MODEL
Club Mahindra To provide the rural experiences we divided this into two
(CM) categories -
1. Stay – for this collaborate with local owners and onboard as
business partners. This can be done via associating with local
stay chains, tourist operators or AIRBNB
CM field team 2. Services (food, activities) – for this we propose to form self
help groups in these locations. These will be trained by Club
On ground team to on- Mahindra for proper execution. We even need to associate
board more owners & with some NGOs or local tour operators for proper
monitor SHG execution
To monitor these we propose to form a Club Mahindra field force
for every district/region/district depending on number of target
Property owner Self help groups villages.
Acts as host, maintains Provides value added ROLE OF CLUB MAHINDRA FIELD FORCE
property to CM standards services, facilitate in creating • Conduct workshops/camps to spread the idea and on-board
an exp. for tourists more property owners
• Complete on-boarding process, collect fees & carry out
property development process
Employees • Monitor the existing properties and working of the self help
groups up to the required standards
Employed by SHG to provides • Ensure quality is maintained in every service provided by SHG
services • Suppose to take regular visits to properties & monitor quality
Bridge the luxury gap in the shared economy business…
• Provides private space
• Small spaces
• No traditional feel
• No experience
• Provides just accommodation CLUB MAHINDRA – rural experiences
• Deteriorating quality Provide luxury traditional home co -managed and co -
• Security issues operated by Club Mahindra in most traditional way
• No luxury
• Homestays • Property owned by locals

• Provides traditional experience • Managed & operated by Mahindra and local
• Unexperienced hosts groups
• No training from Airbnb
• Hosted on CM web and web
• No luxury
• Collab with Airbnb/MMT to list properties under
CM properties
• Trained staff
• Own Luxury resorts
• Provide activities at discount • 100% security
• Lack in experiences
• Long term commitment
• Lack flexibility
• Very big lump sum account
• Limited locations
• Youth cant resonate with CM
We propose to collaborate with localities in selected locations for homes
• We propose to collaborate with the localities in the selected locations for the property. “OUR
• The owner will become the business partner of Club Mahindra by paying a membership & development fee. SUGGESTED
• CM will use this fee to develop their property to CM standards and do all the branding & marketing of the property. MODEL IS
• Once the property is ready, property owner and CM will manage the property together. INSPIRED BY
• Property owner & CM will together decide the price per night. AIRBNB”
• CM will take 20% + 10% of the price set. The 10% will be used for the maintenance of the property.
Traditional home Club Mahindra luxury Club Mahindra luxury experiences

This will be done in two ways – Renovate & maintain these homes The traditional homes will help the tourists to
Short term – CM can collaborate local to the standards of CM
homestay chains or AIRBNB to reach This will be done in partnership stay as a localite and at the same time feel the
out to the right homes with the owner of the property luxury treatment by CM.
Long term – directly reach out to the The local hosts will be trained by
big homes in rural areas directly CM staff to deliver best services The local host will help in providing the
traditional services in the most authentic way
Revenue: Home owner will get the Revenue: 20% of rent will go to
70% of the rent received CM & 10% of rent to local staff SERVICES – food, entertainment activities, etc.
Target Locations, Villages & Property Owners
Target locations Target village Target property owners
Any area which has a potential to Any village which has some speciality in Property owners in rural locations, who owns good
attract tourists, has emerged a tourist terms of food/art & craft/dance & traditional houses, are not able to look after the
location in past few years; safe for music/scenic beauty/plantation – tea, property because of relocation or job; willing to
tourists coffee, grapes, etc rent/lease property
SAMPLE VILLAGES - Locations of preference

WHAT IS IN IT FOR THE OWNER?
Mawlynnong, Majuli, Assam • Club Mahindra brand name
Meghalaya Imp. – largest river • Co-maintenance of the property by CM staff
Imp. – known as island, known for • Property will be list on CM platforms & partner
cleanest village in Asia, excellent mask making platforms → great visibility → more customers
scenic beauty skills worldwide • 70% of the rent charged per night
• 10% of the activities cost conducted on the
Pipli, Orissa Munsiyari, Uttarakhand premises
Imp. - home to crafts men Imp. - bounded by river
who make canopies for Gori-ganga, dense forests WHAT OWNER HAS TO PAY?
Rath Yatra at Jagannath & snowcapped mountains.
One time membership fee + development fees – to
Temple, Puri
develop property up to CM standards – depend on
size and condition of the property
Hodka, Gujarat Lachen, Sikkim Annual maintenance charges (optional)– depends
Imp. – traditional mud Imp. – scenic location in who maintains; advance payment to be made to
houses with craft work, glacial rivers, gushing Club Mahindra
known for desert safaris waterfalls & remarkable
fruit orchards
Criteria & Process Of Location, Village & Property Selection
CRITERIA FOR SELECTING A LOCATION Process of selecting a location, village & a property
• No past criminal records
• No past terrorist attack records
• Extremely low risk in terms of natural calamities Background verification of area – in
• Should have some cultural or historical significance Location - opportunity analysis Village identification terms of criminal record, climate,
natural calamities, etc
• Emerging / lesser known tourist destination
CRITERIA FOR SELECTING A VILLAGE

• No criminal/terrorist attack / frequent natural
calamities record If positive, we will go for concept
WORKSHOP IN VILLAGE TO TALK
• Should have some cultural/ historical/ natural/ validation with major influencers –
ABOUT THE IDEA WITH THE
Approach an owner/ owner
NGOs, district admin, Gram approaches us
unique significance sarpanch
VILLAGERS
• People in village are very culturally rich; closely

follows all traditions
• Located near to basic amenities like hospital, bus
stand, local market
• Well connected to highways
Verification & inspection of property On boarding process – should take less than 3 months
CRITERIA FOR SELECTING A PROPERTY I. Development charges calculation

The house should be traditionally constructed or have II. If yes, pay membership fees
some historical/cultural significance III. Proceed with owner verification – property, criminal
OR charges and documentation; legal formalities
It is located close to areas of significance like lakes, IV. Development payment – options → loan facility or own
valleys, island, farms, vineyard, tea/coffee garden V. Development execution – on property
VI. Development completes, property is listed on platform
OUR RECOMMENDED LOCATIONS BASED ON PROXIMITY TO EXISTING CM PROPERTIES…
RATIONALE: As suggested locations are close to existing properties, these potential homes can be handled by existing Club Mahindra employees, without
requiring additional investment in workforce. Therefore leading to easy scalability and high quality service.
✓ Location: Virapapur Gadde, located ✓ Location: Kathgodam village, Nainital

across Tungabhadra River, Hampi district, Uttarakhand
✓ Proximate CM Property: ✓ Proximate CM Property: Club
Vijayshree Resort and Heritage Mahindra Nakuchiyatal
Village ✓ Attractions: Dam on the Gola River,
✓ Significance: Hippie island is stunning temples like 'Sheetla devi’, 'Kalichaud’
for laid back ambience & cosy lodges. & Hairakhan ashram.
✓ Location: Ooty Racecourse, TN ✓ Location: Mocha Village on the banks

✓ Proximate CM Property: Derby of Banjar River
Green Resort ✓ Proximate CM Property: Club
✓ Significance: Horse races are Mahindra Kanha
conducted from April to June, which ✓ Attractions: Kanha National Park,
is ideal time to to escape the summer tiger reserves of India & largest park
heat in the hill station. ✓ Best time to visit: February to June
✓ Location: Bishnoi village, Rajasthan

✓ Location: Sasan Gir village, Gujarat ✓ Proximate CM Property: Pratap
✓ Proximate CM Property: Gir Resort Niwas
✓ Significance: Home to Asiatic lion, ✓ Significance: Oasis village, famous for
Community of African origins natural beauty, cultural icons,
✓ Attractions: Gir national Park during handicrafts, art forms.
November to end of February ✓ Attractions: Camel back & jeep safari
during October to March
For services, propose to collab. with locals, form SHGs & provide VAS
Club Mahindra FOR PROVIDING THE SERVICES, WE WILL COLLABORATE THE LOCAL PEOPLE AS
THEY KNOW THE AREA BETTER & WILL HELP IN PROVIDING IN THE MOST
(CM)
TRADITIONAL WAY
• We will create SELF HELP GROUP which will arrange for food, entertainment
activities – dance, music, folklore, rural visits – coffee plantation, fruit orchids,
CM field team local treks
• SHGs will also act as local hosts along with house owners
• SHGs will be responsible for hiring the employees for looking after these
activities on hourly or weekly basis based on requirement
• As the activities are very localised only localites can handle better
Self help group • All the work done by SHGs will be closely monitored by CM field team so that
there is no compromise on quality and standards
Services Particulars
Accommodation Mud houses, bamboo cottages, farm stay

Employees Villagers Food – Live Cooking counters, organic fruits and vegetables
Activities (entertainment) Folklore sessions, regional dances, traditional music
Local artisans Local musicians Basic rural activities Pottery workshops, Farming, Ceramic makings
Rural immersion on fields Sight seeing, trekking, Fishing, work on forms

Flow chart to explain the flow of services provided by SHGs Local tour Coffee/tea plantations, Safari Tours, Cycling tours, treks
Value added services provided by CM in collab. With SHGs
1 2 3
Accommodation: rural - traditional homes Food & drinks: dishes native to location Activities: Festival celebration, dance, music,
on farms, tea/coffee gardens cooked & served by local women folklore, art & craft, sports conducted by locals
4 4 5
Basic rural activities – mulching cows, make Rural immersion: take part in agri Locals tour: treks, hiking, sightseeing, photography,
butter using traditional tools along locals activities, visit to tea/coffee/fields village tour guided by locals
REVENUE MODEL
When pays for stay When pays for services
CUSTOMER Club Mahindra

Club Mahindra
(CM) (CM)
10% of room rent 10% of services cost
REVENUE OPPORTUNITIES
FOR CLUB MAHINDRA
CM field team CM field team
1. Membership fees
10% of room rent 10% of services cost
2. Development fees
3. 20% of the fees
Property owner Self help group Property owner Self help group
charged for the room
70% of room rent (5% fixed + 5% variable)* 10% of services cost (55% fixed + 15%
& services
of room rent variable)* of services cost
Employees Employees
Fixed + variable Fixed + variable
salary paid by SHG salary paid by SHG
*Fixed component will be paid monthly & variable component will be paid quarterly based on customer feedback
PACKAGE DESIGN “Travel providers need to allow for both planning and spontaneity” - Trekksoft
In the current club Mahindra packages the customer has to pay in advance for a period of 3 to 25 years. He gets accommodation, some house activities,
discount on food, discount on leisure activities. So the basic offering is just accommodation at a tourist place. Also the customer needs to plan in advance
and book the resorts. This also is dependent on availability. This compromises on flexibility of customer
On our interaction with customers we found out that people are reluctant to get into such a long engagement ‘for travel’; not willing spend such a big
amount on their holidays; want to have flexibility while planning their holidays.
While buying a package, they expect more than just a stay, they want the planner helps them to explore the place by providing services like – local trek,
hiking, local food, stay on farm, activities on farm, etc. They expect a complete local immersion.
“The new age traveller wants to stay as a local”
So, we propose…
SERVICES
Bundle services to create packages – stay + food + activities + treks… 1. STAY- traditional homes
2. FOOD & DRINKS – open traditional kitchen,
employ village women, traditional varieties
Offer packages for different durations like 2/3/5/7 or more 3. ACTIVITIES –Traditional music & dance,
folklore – storytelling session, days/festivals –
Purnima, Amavasya….all year small
Create on-demand system – no pre-booking/membership requirements celebrations, local sports – boating, gilli
danda,..
4. BASIC RURAL ACTIVITES
List all these services on Club Mahindra app & web 5. RURAL IMMERSION - vineyards, farm visits –
coffee, tea, organic farming
6. LOCAL TOUR - sight seeing, treks
List CM packages on platforms like MMT, Airbnb, ibibo for more visibility 7. Travel – off on train or flight tickets
Flexible & customisable packages & duration – RAINBOW PACKAGES
Value added devices sample packages
Bundle Particulars Discounts / offers

PACKAGE DESIGN FOR CLUB MAHINDRA 4.0
Based on advance booking or number
• So, we propose a model where the package 1 Stay
of nights booked
will include six services based on local 2 Stay + food Flat 10% discount
availability. 3 Stay + food + fun activities Flat 15% discount
• The customer has the choice to customise 4 Stay + food + fun activities + rural daily immersion Flat 20% discount
the package as per his requirement. He is Stay + food + fun activities + rural daily immersion +
5 Flat 25% discount
free to make any type of package. trek + farm visit
• No membership requirement, customer has Stay + food + fun activities + rural daily immersion +
6 Flat 30% discount
farm visits + local tours
to pay only while booking the package
Customer can make any combination, 5% off for every extra service added
• The customer can buy on the location as
well, based on availability, surge pricing Accommodation plus Travel Packages
applicable Duration of Holiday Bundle Price
• All the services can be booked on app & Lachen village stay & trek INR 2000/day
website Rajasthan village stay + safari + food INR 3000/day
1-7 DAYS
• Customer has to inform in advance about (Flexible, customer is Brij stay + Holi celebration + food INR 3000/day
free to design his own
services availed for better execution Village – mud hut stay + pottery INR 2000/day
package)
Bamboo hut stay + food + Bihu
INR 3000/day
celebration + trek
INSTANT SYSTEM - The On Demand System
STAY
• Round the year listing of the ‘stay options’ – traditional homes on
Club Mahindra website & app
• Partner with hotels/resorts listing websites like MMT, Airbnb, ibibo,
etc to list CM properties under a different tab on their website & app
ACTIVITIES/SERVICES
• List the option based on availability eg. Festival celebration
• Round the year listing of services which do not require pre-
preparation, like – food, local tour
• List in one month advance the activities which require pre-
preparation, set a group limit to ensure proper execution and profits
• For more than 50% of people, trip planning time • Keep flexibility to avail services on spot for maximum of them
range from one week to one month • Train the staff well to handle on-spot demands
• ~9% do not plan their trip; only book rooms • Provide discounts on pre-booking; list on partner websits/apps
Partner web-sites to list Club Mahindra – rural experiences properties

Include section on web and app to create & buy packages…
Food
Lucknow Fun
Entertainment
Rural immersion
Nature Treks
Select your location - Nainital Farm visits
Other activities
Create your package
Booking option on Club Mahindra App
Select you stay @1k/night Go for a local food @1k Drive through fields @1k
Daily activities @1k Enjoy boating @1k Local shopping tour @1k Trek packages on Club Mahindra Web
Possible tie ups to increase visibility, sales, smoothen services…
Travel booking sites to streamline complete

Car rentals for local sight seeing - Zoomcar, Hotel or homestay aggregators: Wudstay,
travel value chain : Skyscanner,
Myles, Let me Drive, Avis, Eco Rent A car Hotelbids, Fabhotels, OYO
MakemyTrip, Happy Easy Go
Localised famous food chains or resturants: Holiday package providers to list our Travel blogs & magazines: tripadvisor,
Kaatizone, Tunde Kababi, packages: Thomas Cook, Yatra, SOTC, MMT thrillophila, holidify
PROMOTIONS – CUSTOMERS COHORTS – SPECIFIC MESSAGES
YOUNG COUPLES WITH COUPLES WITH ADULT SENIOR CITIZENS
SENSATION SEEKERS IN A RELATIONSHIP NEWLY MARRIED COUPLES
KIDS CHILDREN OR RETIRED
Benefits: Benefits: Benefits: Benefits: Benefits: Benefits:

Collaboration with Private time with your Quality time with Safety of kids, services Indoor games Carrom, Quality time with
trekking groups, loved one, local heritage partner, Photoshoot keeping small kids in Table tennis, Chess. family, family
flexibility in bookings, sight seeing, outdoor session, Relaxation and mindlike baby sitters, Outdoor adventure entertainment, Musical
local guide & hidden adventure activities, entertainment avenues, play area, special sports, local sight nights, Local guide,
history about the place Couple photoshoot Services making them shows, activities for seeing and events, Knowledge sessions
sessions special parents family photoshoots about history
DIFFERENT VALUE PROPOSITION FOR VARIOUS CUSTOMER COHORTS

You are driven to It is said that you should For newly married CM will help you relax Family time is never After years of sacrifices
activities that provoke spend more time with couples, who seek for , rejoice and unwind complete amidst the and hard work, you
thrilling sensations. CM loved ones to know them quality time along with a with services specially hectic and isolated finally get time for
will provide you with better. CM adds value by feel of local culture, CM designed for young lifestyle these days. We yourself, to unlearn and
additional safety support providing unique will provide customized couples like you and strive to create unique find new experiences.
& precautions; localized feel to these activities to get to your keep your kids experiences, that will CM provides range of
collaboration with precious moments. partner better. engaged reunite the family customized activities at
adventure groups connections your convenience
PROMOTIONS FOR TRAVELERS
Enjoy these mesmerising valleys
BOOK YOUR
PACKAGE NOW
BOOK YOUR PACKAGE NOW
Created by Club Mahindra EXPERIENCE THE REAL INDIA WITH CLUB MAHINDRA
Let’s experience
the joy of eating
your own grown
food!!!
BOOK YOUR FARM

TRIP TODAY
It’s time to experience the slowest ride

BOOK YOUR RURAL TRIP TODAY
Experience
your best
moment in
the most
unique way
LET’S GET A LILLTE CREATIVE & CREATE OUR OWN
CUTLERY, SUSTAINABILITY AT MAX
Let’s experience the true Holi

Let’s experience Holi in Barsane
COME KOLKATA AND EXPERIENCE DURGA PUJA
BOOK YOUR 3 DAYS HOLI PACKAGE NOW AT THE FULLEST, BOOK THE TOUR NOW!!!
PROMOTIONS FOR PROPERTY OWNERS & HOSTS
Cant take care of your ancestral Want to become Club Mahindra

property because of work or business partners??
location issues??? Call at 8888000010 Happy homes
NO WORRIES
Want to
Collaborate with us, we will take care of your become Club
property and pay you money as well Mahindra
Host??
COME TO OUR Happy hosts
2X benefits – Maintenance + Rent WORKSHOP
STRATEGY TIMELINE
Five year plan
Year 1 Year 2 Year 3 Year 4 Year 5
Rural + Eco – tourism + Rural + Eco – tourism + Rural + Eco – tourism +

Rural + Eco - tourism Rural + Eco - tourism
+ Festival + Festival + Heritage + Festival + Heritage
Target the locations close to Target the new locations with Target locations which are
Target the locations close to Keep adding locations in all
existing properties festive significance – Barsane, lesser known but have rich
existing properties (domestic) the four categories
(international) Brindavan, Kolkata, Puri history
Focus on on-boarding more & Focus on on-boarding more & Focus on maintaining Focus on maintaining
Focus on maintaining
more owners & developing more owners & developing properties & services properties & services
properties & services provided
properties properties provided provided
Include options for all the Launch special festival related Launch special localised Launch special localised
Provide only on stay and food
activities & local tours tourism packages – eg. holi treks to discover India treks to discover India
Allocate CM field team & train Annual training for hosts Annual training for hosts Annual training for hosts Annual training for hosts
local hosts Close monitoring of hosts Close monitoring of hosts Close monitoring of hosts Close monitoring of hosts
Build tie-ups for listing on other Build tie ups for providing value Build tie up to organise Tie up to organise guided Build tie-ups to facilitate all
hotel aggregators sites like MMT added services like treks festivals tours categories
Lot of promotions to target – Lot of promotions to target –
Lot of promotions to target – Lot of promotions to target – Lot of promotions to target
property owners, hosts & property owners, hosts &
customers customers –customers
customers customers
09 SPECIAL TARGET SEGMENTS
TAPPING THE B-SCHOOLS GRAD TRIPS
Every year in the month of February & March, students go for their Grad trips. These are mostly in international locations such as
Singapore, Vietnam, Thailand, Malaysia, mostly south Asian countries and some European locations. The budget is 60,000 to
1,00,000 per person for 10 – 15 days trip including flight tickets. We suggest to design a product to cater to their needs.
% going on Grad Exp

Rationale: College Seats Potential TG Customers Avg. Package Total
Trip conversion
• Every year phenomenon → easy to
IIM 4318 80% 3454.4 20% 690.88 80000 55270400
forecast demand & plan
accordingly
Other B-
• Target segment is concentrated schools
5000 80% 4000 20% 800 80000 64000000
hence easy to approach & convert
• Ability to pay is high TOTAL 9318 80% 7454.4 20% 1490.88 80000 119270400
• Potential future customers of Club
Mahindra other products TOTAL EXPECTED REVENUE ~12 crore
Implementation plan SAMPLE PACKAGE

Grad trip package to South East Asia – 15 days
Students start planning in September
Phuket (2N) | Singapore (2N) | Bangkok (2N) |
Krabi Island (2N)
Conduct a workshop in collaboration with ‘college travel club’

for conducting a workshop
A package specially designed for IIM
Lucknow students
Register students with a token amount, help them plan and
sell the package
STUDENT EXCHANGE PROGRAM
FOR THE STUDENTS GOING OUT OF INDIA FOR THE STUDENTS COMING TO INDIA
OPPURTUNITY SIZE CALCULATION:

• 80 Students went for student exchange out of 450 students OPPURTUNITY SIZE CALCULATION:
• So, it is ~18% • We assume that all B-school accepts same number of St-Ex
• Total B-school students are 9318 students as go out for St-Ex from the college
• Hence, total student exchange students 1657 • So, expected students are 1657
• At 20% conversion rate, we can expect 330 students to buy • At 20% conversion rate, we can expect 330 students to buy
Club Mahindra tour & travel package Club Mahindra tour & travel package
• Expected package size 80K • Expected package size 80K
• Expected revenue ~2.65 crore • Expected revenue ~2.65 crore
DESIGN A PRODUCT/PACKAGE SPECIFICALLY TO CATER THE NEEDS OF THESE STUDENTS

• They are new to the region and need complete guidance and need a package to see end to end
• They are most interested in living the culture of location as they very new to the place IMPEMENTATION PLAN
Target locations & servicesfor students going Target locations for students coming to India Students go to St-Ex in August & colleges receive students in
India in September
out (September – December) (September – December)
Services: • Dussehra celebration
• Tour package • Navratri celebration
• Stay package – end to end • Durga Puja celebration Conduct a workshop in collaboration with ‘college St-Ex
club’ for conducting a workshop
Club Mahindra can also help in arranging • Diwali celebration
stay – budgeted hotels in study locations • Banaras – Allahabad tour
Locations: • Mathura - Brij-Agra- Fatehpur Sikri - Delhi Register students with a token amount, help them plan and
Belgium, Paris, Milan, Barcelona, Amsterdam circuit tour sell the package
MICE or B - Leisure travellers and corporate events
B-LEISURE TRAVEL IS BOOMING
“60% of business trips convert to b-leisure, and with travelers taking more than six business
trips per year, on average, there’s a profound opportunity to reach and entice this valuable
audience” - EXPEDIA
1 DESIGN A FLEXIBILITY LOYALTY PROGRAM TO TARGET THE B-LEISURE CUSTOMERS

Services –
• Booking & management through mobile • Wi-fi
app • Hotel gym
• Easy transport options - shuttle • Healthy meals
• Quick check-in/out, • Access to leisure activities if they choose
• Work spaces to extend their stay
•Corporate transient travelers will commonly visit
the same destinations each year, or even multiple Rationale: frequently visit same places and often short on time and hence look for convenience
times in a year,
•often short on time –
2 OFFER SHORT DURATION PACKAGES – 1D OR 2D – for employees
Design short but packed itineraries so that they can cover most in short duration
targeted at solo travelers
3OFFER PACKAGES TO CONDUCT CONFERENCES/ANNUAL MEETINGS/ANNUAL BUSINESS

SUMMIT
Target both corporates and government event and offer a package to conduct these
events end to end
THANK YOU
Nestle 4Ps
2019
Credits: Abhilash, Himshikha, Raveena Singh
MARKMANTRA
NESTLE’S 4P CHALLENGE || TEAM SKYFORCE,IIM LUCKNOW (abm15041@iiml.ac.in)
ABHILASH I(9500076739), HIMSHIKHA(9354091431), RAVEENA SINGH(9643042743)
MAGGI FUSIAN – inspired by Vibrant Asia
Market & Trend Analysis of Maggi on various Parameters ✓ Innovative range of Asian flavour inspired noodles
✓ Crafted using signature herbs and spices in 3 flavours
Market Trend Projected CAGR ~5.6% during 2018-23 ✓ Limited edition assortment box designed for customers
✓ 2.5 lakh single units sold in 2 days during Amazon Prime Day
Consumption India ranks 4th in world consumption
POSITIONING-A product to experience the thrill of tasting VALUE PROPOSITION-Instant noodles inspired by
Market Size 4.4 bn servings/year, Maggi is market leader flavours from all over Asia with simplicity, trust & convenience Vibrant Asia(It is fusion of Maggi & Asian flavours)
Growth Drivers Healthy ingredients, new flavors, lifestyle PARAMETER MAGGI FUSIAN TASTER MAGGI FUSIAN LOYALIST
LIFESTYLE Food explorer, Action oriented – try out new Cautious before trying out new variants, has a
Key Players Yippee, WAI WAI, Top Ramen, Knorr variants/flavors, no taste preference, preferred taste, sticks to a flavor
TARGET GROUP:YOUTH(age 18-26) , male and female, college DRIVEN BY Experience , urge to explore, promotions Emotional connect, online & offline reviews,
going, explorers & variety seekers,tier1&2 cities
BEHAVIOR Switching to new flavors, exclusivity Constant experience, reliable reviews
KEY INSIGHTS FROM PRIMARY RESEARCH
✓ People from metro/tier - Fusian Sampling vis-à-vis competitor’s

1 cities prefer ordering products
when hungry, Tier-2 ➢ Hot Spicy Garlic variant was rated
prefers Maggi most fav.
✓ People prefer try new to ➢ Students resisted to taste Patanjali
variants in smaller SKUs noodles
✓ More options creates ➢ Tangy Pepper lacked the right taste
more confusion, likes to ➢ Top Ramen next fav after Maggi
stick to the authentic Masala noodles
✓ Not really aware what ➢ People find traditional Maggi Masala
hot head exactly was, Noodles as their all time favourite
many did not try ‘MAGGI FUSIAN PARTY’ (Sampling & discussion)
FGD: Adoption & Preferences for new variants
GLIMPSES OF THE CONSUMER PERCEPTION
KEY INSIGHTS FROM CONSUMER RESEARCH DETAILED SURVEY RESULTS
CONSUMERS’ INSIGHTS No. of respondents: 112 Lifestyle: Maggi lovers, food explorers,
Age group: 18 – 26 years loves travelling, active on social media
Freebies create desire to try out new products Gender: Both male & female
Unique/exciting gifts like – Kinder joy/Cheetos most liked
Find Maggi as
Wanted to try new Maggi Hot Heads after watching the ads,
42% THE MOST CONVENIENT SNACK
but it was unavailable in the market Respondents find PAYTM
Top 3 reasons ✓ Easy to make CASHBACK to be most
Difficulty in making a connect with new variants, as for ✓ Tastes Good attractive while making a
compared to the traditional Maggi consumption ✓ Saves Time buying decision
IIM LUCKNOW SPECIFIC INSIGHTS
LIKE TRYING Most of the people
Very few options on food delivery apps, existing ones takes a
lot of time
82% NEW FOOD VARIANT haven’t heard of
regional flavour
✓ TVCs Maggi
Poor/No service when it rains, order gets cancelled, often Top 3 sources
of new food ✓ Social media
delayed too long
CANCELLED launch ✓ Peer group
Cafes/QSRs are located too far from our hostel,
min 15 km away, too costly to make a trip Top 3 reasons ✓ Seeking new experience
for trying new ✓ Friend/family influence
EXPERTS’ INSIGHTS ✓ Bored of older variants
variants
Respondents suggested:
Indianized version of foreign foods is liked by customers, eg. Keep traditional noodles &
Red Sauce Pasta, Ching’s Desi Chinese ✓ Peer group
Top 3 masala same but give an
✓ Family
influencers additional masala to add
Zomato & Swiggy are indirect competitors, different meal ✓ Online & offline review
flavor to a new variant
time, different potion size v/s Maggi
Refer the link for details https://drive.google.com/open?id=1BQ6UPMDfE1NxUPRkbBMqGh6KgRA-G3BF
ANALYSIS OF MAGGI HOTHEADS
PRODUCT, PRICE & PLACE PROMOTIONS-POPULARITY ON SOCIAL MEDIA Primary Research: 112 Respondents
Special combo pack: ✓ Garnered more than 18 million Awareness of Hotheads
• 8-71 grams each for Rs.164 impressions.
• 6 -71 grams each for Rs.120 ✓ Engagement rate 3.2 percent
Initial Launch: higher than the industry standard
Exclusive Sale on Snapdeal of 2 per cent for FMCG. 54% of respondents
knew about Hotheads
Retail stores in Delhi & Mumbai ✓ Clocked more than 27,000
mentions in 2 days. Trial experience rate
ANALYSIS:
In totality, promotional efforts through marketing was intense, Out of the respondents
influencing and widespread. However, as per customer insights from who were aware, 60%
our research, the downside is due to product failure in meeting have admitted to have
different customer requirements. tried it at least once
Key Learnings from Hot Heads

✓ Hot Heads could not cater to the taste buds of different customers due to subjectivity in the level of spiciness.
✓ Initial product promotion across platforms was comprehensive, however it was not sustained for longer periods.
✓ Incremental changes could have been made to the product using feedbacks received from customers on various forums.
✓ Most customers are likely to prefer an Indianized version of new flavors.
WE ARE SUGGESTING NO STRATEGY 1: To ensure STRATEGY 2: To create

CHANGES IN PRODUCT AND repeated purchases, we have an image of Maggi as
PRICE, BUT A GREATER FOCUS to create awareness about the GO TO FOOD
STRATEGY ON PROMOTION, ON GROUND product & trials, we PRODUCT & better
ACTIVITIES AND STRATEGIC recommend buzz & user than QSR, OOH,
DISTRIBUTION content generating activities delivery services
Strategy 1a EATING WITH CHOPSTICKS CHALLENGE – create buzz, encourage impulsive buying
(This campaign will be launched only in top 5 cities – Delhi, Mumbai, Chennai, Bangalore & Kolkata)
✓ IDEA – To give customer a complete experience of Asian food both in terms of flavour and way of eating.
Maggi Fusian combined with Chopsticks will create a real Asiatic feeling
✓ MESSAGE – Experience Asia at home in real Asian style
✓ IMPACT – Lot of buzz about Maggi Fusian, customers will be attracted to the free chopsticks as most of the
food lovers try for new experiences. The photos & videos will also create customer created content.
+ FREE CHOPSTICKS
with each MAGGI
FUSIAN packet
ACTIVITY/EVENT Get free chopsticks with each pack

PLATFORMS/PLACES
Product Free chopsticks TO LAUNCH
30 sec Chopsticks
Share your first experience with
chopsticks on your Social media challenge –
& tag us to win prizes Facebook, Instagram, consumers will post
Digital YouTube, Twitter their experiences
Video contest – Maggi Fusian with Chopsticks
PLAN OF IMPLEMENTATION
with Chopsticks - on your Social

media & tag us to win prizes
Popular hangouts in metros –

Hauz Khas CP, Church street
2
1
College fests – DU fests,
B-school fests, XLRI Markfest
Food festivals – Grub, JLN

Offline Eating with chopsticks contest stadium
Amazon store to do promotion of How to use chopsticks?

Corporate cafeteria & parks
contest
3
Collaborations #myfirstchopstickexperience 1. Customers’ videos on YouTube
Micro-Influencers to take the #iloveMaggiFusian 2. Chopstick guide
Shopping centres & Malls #eatingwithchopstickchallenge
challenge & post videos 3. #Tags for Instagram
#experienceASIAwithMaggiFusian
Strategy 1b COOK WITH MAGGI FUSIAN OTHER SUGGESTED CAMPAIGNS
(This campaign will be launched only in top 5 cities) REVIEW US
✓ IDEA - Customers will use Maggi Fusian to create new recipes and share it on their – help your Maggi to improve
social media pages by tagging Maggi pages as well.
✓ The best recipes will be published in ‘Maggi Recipe Book’ & will be featured on IDEA: 1. Review us on Amazon and get instant
KITCHEN JOURNEYS. These recipes will also be used to create recipe flyers and cashback of 10% in your Amazon Pay account.
booklets. Each Rs.20 pack will come with a recipe flyer and assortment box (12 packs) 2. Review us on Social media platforms and get
will come with a recipe booklet a chance to win a trip to Bangkok/Hong
✓ MESSAGE – Maggi not only satisfies your hunger but create experiences, share your Kong/Singapore #WeAreListening,
Maggi recipe & flaunt your cooking skills #MyMaggiFusianCraving
✓ IMPACT – Engage with customers, creates user generated content, will increase sales
Recipe flyer/booklet
implementation
Product
with each pack
SUGGEST A FLAVOUR
Plan of
Digital Platforms Maggi Fusian IDEA: Post the description of the flavour and
(FB, Insta, YouTube) recipe contest origin of the country which you want us to add
Food festivals/ Cooking with to Maggi Fusian range on our social media
College fests Maggi Fusian contest handles with hashtags
CONTESTS #WeAreListening, #MyMaggiFusianCraving and
win a chance to visit that country
IMPACT: This campaign will help us to know what EXPECTED REACH & IMPACT: This campaign will
exactly customers want – which flavours, hence help us to know the pain points of customer
we can add as per consumer demand. This will regarding the product. In case of positive
Customer posts on social media help to add relevant flavours to the brand as reviews it will influence the community to try &
well. This will make them feel more connected & repurchase the Maggi Fusion
engaged with the brand.
For driving offline sales

CASHBACK ON EVERY PURCHASE – repeat purchase
Video of Cook with Maggi Contest ✓ IDEA: Customer will get 10% cashback (Rs.2) for first 10
purchases on Paytm. The idea is to create repeat purchases in
offline channel.
✓ EXPECTED REACH & IMPACT: This will ensure repeat
purchases and customer will get used to new flavour which in
turn will increase sales.
Cooking with Maggi in a fest
Strategy 1c ON CAMPUS/GROUND ACTIVITIES – the easiest way to touch our youth customer
ACTIVITY TYPE DESCRIPTION IMPACT REACH
Conduct mela/event during Sampling of Maggi Fusion • Stalls setup during events in
Events campus round Reach target group directly IIM Lucknow would lead to
(like Interrobang Mela) & exclusivity direct touchpoint with at
least 1000 students. Similar
Sampling, Serve as we want activities can be done in IIM
Put stalls themed on Asia in
them to taste, create Kozhikode food fest, XLRI &
Stalls college fests through 3rd-party
imagery, get instant IIM Indore marketing mela,
vendors
feedback IIM A food fest - Sattvik.
On-campus vehicle Nescafe Parlour
AWARENESS
Direct engagement of target • Nescafe Hot water

Sponsor a cooking event like Chef’s
group as students dispenser especially during
CUSTOMER LIFECYCLE STAGE
table on Asian preparation with

Sponsorship themselves try out different winters, will encourage DIY
Maggi – post recipes on social
recipes purchases. Potential for
media
initial purchases after
tasting the sample.
Brand knowledge, increase
Signage Placement of Maggi Fusian themed • Sponsored Cooking events
brand recall, social media
placement Glow sign Board on campus fests like Fusian Chef’s table can
promotion – Group selfies
be easily conducted across
Group trials among youth, various campuses. Total no Special menu at Campus Food Hot water Dispensers
Tie up Student mess/ Canteens College/u Seats in Course of stalls
WOM marketing, create buzz
niversity a year duration students
DU 56000 3 168000
Food ventures on campus - sell
Tie up Measures performance IIT 13376 4 53504
Maggi Fusian as special menu
NIT 17868 4 71472
PURCHASE
Brand awareness & GFTI 3979 4 15916

NESCAFE parlours on campus
simulates trial IIT 3433 4 13732
Distribution Strategic placement in on-campus IIM 4318 2 8636

stores (similar to Sreeji Easier access & greater urge Other b Fusian Signage Sampling at Mess
Departmental and Anna Lakshmi in to trials schools 5000 2 10000
MBBS &
IIM Lucknow ) BDS 63800 5 319000
https://drive.google.com/open?id=1BQ6UPMDfE1NxUP
RkbBMqGh6KgRA-G3BF
0.66 million 660260
ON
TOTAL SCALABILITY
Hot Water dispensers in mess Shows the brand care
Strategy 1d To create imagery of Maggi Fusian and awareness about the product
TV & social media Ads AD THEME – humor based travel related imaginative ads TITLE SPONSOR FOR ASIA CUP’20
2020
▪Indians have emotional connect with

cricket just like Maggi. The combo will be
a big hit & will create a of buzz.
▪Through this sponsorship we can impact
Travel To Asia In Imagination – The Fusian Effect Eat Fusian & find yourself in Singapore – people on TV, digital streaming, social
- Imagination The Fusian effect - humor media & on ground. This will be 360
degree approach.
Particulars (million)
Micromax 2016 Asia cup
120
sponsorship fees
10% CAGR
Expected cost of sponsorship 145.2
Reach in 2016 300
10% CAGR
Expected reach 363
Unit cost (rupees) 20
5% conversion 0.05
Expected conversion 18.15
Expected revenue 363
FREE TRAVEL COUPANS WITH FUSIAN – The TRAVEL WITH FUSIAN The Fusian effect – ROI calculation 1.5
ROI(%) ROI 150
150%
Fusian effect - anger Social media ad
IMPLEMENTATION PLAN
Phase 1 (Oct – Dec) Phase 2 (Jan – Apr) Phase 3 (May – Aug)
EAT WITH CHOPSTICKS – free chopsticks, eating COOK WITH MAGGI FUSIAN - free recipe SUGGEST US A FLAVOR & WIN TRIPS - campaign on
contests, selfies/posts related to it flyers/booklets on Maggi related Asian recipes social media to know preferences
REVIEW US & CASHBACK ON EVERY PURCHASE
ON GROUND ACTIVITIES IN COLLEGES CAMPUSES
AD CAMPAIGN
DISTRIBUTE IN TOP 5 CITIES - SPECIAL FOCUS IN STORES AROUND COLLEGES & UNIVERSITIES AND AREAS WITH MORE YOUTH POPULATION
DISTRIBUTION PLAN
CHANNEL AREAS TO FOCUS EXAMPLES
Colleges/ Universities, In college shops – eg. Sreeji, Annalakshmi in IIM L;
institutes with shops/marts around colleges – Baba Mart; small
residential courses snack shops; Areas near IITs, IIMs, NITs, etc
Focus stores & snack shops in such areas– Karol
PGs/Hostels
B2C
Offline Bagh, North campus, Laxmi nagar

(traditional
Youth concentrated Focus stores & snack shops in areas like Laxmi Place in hotels/home-stays End-self in On the
& modern
areas Nagar, GTB Nagar, Hauz Khas, supermarket placement
retail)
Place in modern retail – bigbazar; combine with
Others
trial - create buzz & inc sales
Tie-ups with hotels &
B2B
homestays
Launch on grocery platforms as people buy
Online Amazon, Bigbasket
groceries from there Print ads in bottlenecks – escalators/lifts
Strategy 2 Campaign to show Maggi is better food option than QSR/OOH/food delivery Apps – via TV ads, memes, posts
Maggi has no pre-requisites & no string attached - not bounded by network, weather, location,
time etc. with #tags like -#Le_bhai_tu_bhi_khale, #maggi har jagah har pal
Message- AVAILABLE AT ALL PLACES Message- AVAILABLE IN ALL WEATHERS
When you are all set to eat

& your food app says
ORDER CANCELLED
TAG THAT FRIEND WHO

TAG YOUR FRIEND WHO EATS COOKS BEST MAGGI
Message- AVAILABLE AT ALL TIMES Message-SAVES TIMES VS ONLINE ORDER MAGGI WITH HAND
COST & REACH COSTS REACH
ANALYSIS COST CALCULATION REACH CALCULATION
EAT WITH CHOPSTICKS EAT WITH CHOPSTICKS
Cost centres Per unit cost Description Total cost(Lakh) Cost centres Description Reach
37.5 L Units, 80% sales in top 5 Chopsticks 37.5 L Units x 80% sales in top 5 cities x family/friends(4) 12000000
Chopsticks Rs. 0.5 per pair 15
cities Social media campaign Total population x %of Youth x Social media penetration 63026410.19
Social media campaign 1L per month Run for 3 months 3 Offline contest No. of cities x No. of events x Footfall 5000000
Offline contest 0.5L each event 5 cities, 10 events 25 TVC TV penetration x Indian population x % of youth 180858394.5
TVC 1L 3 TVCs 3 Microinfluencers No. of microinfluencers x No. of influencers 500000
Microinfluncers 10k each 10 influencers 1 Total reach 261384804.7
Total cost 47
COOK WITH MAGGI FUSIAN
COOK WITH MAGGI FUSIAN Cost centres Description Reach
Cost centres Per unit cost Description Total cost(Lakh) Social media campaign Total population x %of Youth x Social media penetration 63026410.19
Social media campaign 1L per month Run for 3 months 3 Offline contest No. of cities x No. of events x Footfall 5000000
Offline contest 0.5L each event 5 cities, 10 events 20 Recipe flyer 37.5 L Units x 80% sales of Rs 20 x family/friends(4) 12000000
Recipe flyer Rs.0.1 per piece 37.5 L Units, 80% sales of Rs 20 pack 3 Recipe booklet 37.5 L Units x 20% sales of Rs 200 x family/friends(4) 3000000
37.5 L Units, 20% sales of Rs 200 Recipe book launch TV penetration x Indian population x % of youth 500000
Recipe booklet Rs. 1 per piece 0.75
pack Total reach 83526410.19
Recipe book launch 1L 10 influencers 1
Total cost 27.75 SUGGEST US A FLAVOUR
Cost centres Description Reach
SUGGEST US A FLAVOUR Social media campaign Total population x %of Youth x Social media penetration 63026410.19
Cost centres Per unit cost Description Total cost(Lakh) Total reach 63026410.19
Social media campaign 1L per month Run for 3 months 3
Total cost 3 REVIEW & REDEEM
Cost centres Description Reach
REVIEW & REDEEM Cashback on paytm & Amazon paytm users+amazon users 111800000
Cost centres Per unit cost Description Total cost(Lakh) Cashback on offline sales 37.5 L units x offline share x family/friends(4) 13800000
Cashback on paytm & Amazon Rs 2 37.5 L units, e commerce share 2% 1.5 Social media campaign Total population x %of Youth x Social media penetration 63026410.19
Cashback on offline sales Rs 2 37.5 L units, offline share 98% 73.5 Total reach 188626410.2
ROISocial media campaign 1L perROI calculation
month Run for 3 monthsNumbers 3 SCALABILITY 596564035.2
Total customers reached per quarter Total cost 198854678.4 78 TOTAL reach per quarter 198854678.4
TOTAL COST Total costs incurred per quarter TOTAL 5191666.667 155.75 Youth forms 20% of the Indian population
(per quarter) Unit cost TOTAL COST PER QUARTER 20
5.19 MILLION Engagement in FMCG - 2.2% 0.022
ROI 68.53%
51.91666667 Social media penetration in India is 23% overall
So both offline & online campaigns can be
EXPECTED CONVERSION - 10% 0.1
scaled to impact up to 630 million youth
Scalability 630m
TOTAL REACH No. of customers converted 437480.29
(per quarter) Revenue generated (unit cost x conversion) 8749605.85 customers in India
198 MILLION 0.685317339
ROI 68.530% Refer the link for details https://drive.google.com/open?id=1BQ6UPMDfE1NxUPRkbBMqGh6KgRA-G3BF
Asian Paints Canvas
2019
Credits: Abhilash, Himshikha, Raveena Singh
MARKMANTRA
CANVAS 2019
TEAM SKYFORCE, IIML
ABHILASH I
HIMSHIKHA
RAVEENA SINGH
SECONDARY RESEARCH
INDUSTRY ANALYSIS EMERGING TRENDS IN PAINT INDUSTRY AP Web – Search &Traffic
analysis
Indian home The average age of home owners nowadays is 35 years.
improvement
reported sales Nearly 50% of traffic on Asian
Per capita paint consumption in India is less than 1 L paints website comes through
worth 600,932
million in 2018 at search, followed up direct visits
5.8% YOY growth In repainting segment the interval between has reduced from 10-12 years to 4-5
and home paints years.
contribute to 50%
of this. The home Vibrant colors and designer walls with special effect paints are seen as popular Organic search contributes
paints segment choices 88.45% of desktop traffic
showed 8.1% YOY Asian paints is market leader with
growth in 2018 21% market share Popular trends - signature wall painted with special effects; a textured finish is the
most sought after design
The Asian Paints search results

App benchmarking – AP app is at par with most of the players shows 6 options but no mention
ASIAN PAINTS BENJAMIN NEROLAC BRITISH PAINTS DULUX NIPPON about App
PARAMETERS
(2) (1) (3) (1) (2) (2)
Visualizer reviews BEST N/A GOOD DIFFICULT GOOD GOOD
Lack of promotional ads for
Paint calculator NO NO YES NO NO NO Colour with AP app during Asian
paints keyword search
In app tutorials NO NO NO NO YES NO
Testimonials NO NO YES NO NO NO
Cart NO NO No NO NO NO Social media platforms generates
2.27% of traffic which is more
In-app assistant YES NO NO YES NO YES
than display ads' 1.26%
Store locator YES YES YES NO YES YES
PRIMARY RESEARCH
1 SURVEY RESULTS 2 IN DEPTH INTERVIEW WITH CUSTOMERS &
Said parents or the older generation is the decision OTHER STAKEHOLDERS

>50%
maker
66% Search for trends before getting the house painted; 10 2 2 2

CUSTOMER ARCHITECT’S DEALERS PAINTERS
combination of 2 colors is preferred choice
INTERVIEWS INTERVIEWS INTERVIEWS INTERVIEWS
40% Like to try different designs & paint these on their own,
willing to go DIY
Said would like to use an app to visualize colors to

70%
improve painting experience
Said they are unaware of any color visualizer app; of

60%
remaining 40% - AP app is most awareness
VIDEO LINK
Top 3 information ✓ Catalogue
source in painting ✓ Paint store Top 3 influencers
decision ✓ Painter
✓ Family
✓ Blogs ✓ Painters/Consult
Top 3 sources to
✓ Instagram ants
know trends
✓ YouTube ✓ Social media
CUSTOMERS COHORTS CREATED BASED ON PRIMARY RESEARCH
VARIOUS CATEGORIES OF CUSTOMERS
PEOPLE WITH RENTED PEOPLE WITH OWN

Ownership HOUSE HOUSE
1 2
Students/youngsters -
OLD HOUSE OWNER YOUNG CO-OWNER
Age of owner PGs
(40+ year old)
YOUNG OWNER
(Live with parent)
HOSTELERS
DIY Customers Early adopters
3 4
Active Passive
Say in painting (have a say) (No say)
Active co-owner Passive co-owner
5 6
Readiness to adopt app Ready to adopt app Not ready to adopt app
Enablers Preventers
CUSTOMERS COHORTS – PERSONAS & SPECIFIC STRATEGIES FOR EACH
WE AIM TO TARGET EACH OF 6 COHORTS BY PRECISELY MAKING TARGETED STRATEGY FOR EACH OF THEM
PERSONA STRATEGY
CUSTOMER
COHORT Illustration Willingness
App Short term
NAME (refer Ownership
Adoption
to Strategic requirement
role
Long term role Cohort size
appendix 2) experiment
Need to be influenced Customer 2.4%

PREVENTERS Vani Krishna Old house owner Not ready Low
& educated about app
-
influencer (3 cr)
Lakshmi Customer Customer 0.6%

ENABLERS Mohan
Old house owner Ready Medium
influencer influencer (0.7 cr)
Live with parent,

ACTIVE CO- Customer 1%
Julian have say in Ready Medium Influencer
OWNER Influencer (1.2 cr)
painting his room Need to educated
about app
PASSIVE CO- Live with parent; Customer 3.9%
Abhinay Ready Medium Influencer
OWNER No say Influencer (4.7 cr)
EARLY Young house Customer Customer 1.2%

Gokul Ready Medium
ADOPTERS owner influencer influencer (1.49 cr)
Need to educated
DIY Live on about app & provided Customer Customer 0.2%
Beta House Ready High
CUSTOMERS rent/PG/hostels with relevant content influencer influencer (0.2 cr)
WE PROPOSE TWO BROAD SOLUTIONS
This can be achieved via: 2
1 I. Leveraging the company assets – website social TARGETING THE
Our strategy is to target ALL DIGITAL TOUCH
AWARE & POINTS IN ‘INFORMATION SEARCH’ step in
media pages, YouTube channel UNTAPPED SEGMENT
EDUCATE II. Collaborating with influencers & sponsoring
customer journey.
content on digital medium
III. Running online & TV ads
To target the younger segment
Customer decision making journey who lives in rented
accommodations or lives with
Suggest painter parents and wants a personalized
Digital touch setting in the room
points Talk to friends / relatives Suggest store
This can be achieved via:
Suggest website/brand Brand website Go to catalogue 1. Introduce separate section for
Colour selection youth on App – hostel
Information search
Suggest store room/PG room solutions

Talk to nearby
Need painter/Dealer Colour selection GO TO
arises 2. Need creation - introduce DIY
Suggest brand Brand website Go to catalogue STORE
channel → to encourage
Go to store
more room personalization
Blogs Buying decision
3. Make youth aware about the
YouTube & Social media App through
Online search Brand website Go to catalogue influencers/ads/channels
Ads Colour selection popular among them
Goes online to search
trends, brands colour
combos, DIYs, etc Brand website
As AP get 35% direct traffic on their website, we propose to leverage it; Colour App link should be placed near AP logo on all platforms to give more visibility
Our suggestions for website

Shift the app link to the top, close AP logo
Download colours app to try & buy
& it should appear on all the web pages of
AP just like home page slider
Mention App feature & download link on
the home page
Pop up on
Size is so small that the page
it’s not visible after 5 Mention about the app in the tools
Download app & try on our walls seconds section
Leverage color catalogue page - increased awareness Our suggestions for social media pages
App link/ ad to
download on
page
Download
colors app
A pop up to try
the color on wall
using app when
person selects
color
Driving youth to the app with relevant content: Introduce a separate youth section on App & promote DIY concept through YouTube
via launching a DIY series; they are the future customers and have a huge potential to influence parents and others in community
India has huge young population nearly 26 crore, who are the future house owners and potential customers of Asian Paints
Idea: To target young customers via targeted solution by 1. Separate section on app 2. DIY concept based web series
1 Separate section for Young generation needs on App 2 DIY with Asian Paints – YouTube SERIES
Idea: To target young customers via targeted solution by 1. Separate section on app 2. DIY concept based web series
Advantages Implementation plan

Sr. no. Channel Plan
Youth is an untapped market → lot of potential
SEPARATE SECTION ON APP
Acquiring the customer at early stage & hence a longer relationship Introduce a new section for youth
1. COLORS App
Include an option to buy on app esp. smaller SKUs
Youth is tech savvy → More downloads DIY CONCEPT BASED WEB SERIES ON AP YOUTUBE CHANNEL
2. AP YouTube Channel Introduce DIY series on AP channel

Youth is very active on Digital Medium → influence community & their parents
PROMOTION OF THE WEB SERIES
YouTube Run mini video ads about channel & feature app too
Run mini ads, collect user generated content
Facebook Sponsor ad on already existing DIY page
Tie up with influencers to promote channel

3.
Instagram Run ads, tie up with influencers
Pinterest Post images on the platform
Quora Write answers, tie up with affiliate writers

Sample wall work in IIM Lucknow HOTSTAR Promote on OTT platforms
As per Google report, Video content is more impactful & results in action; as per trends house owners are mostly OLD and
resist to adopt App; we propose to influence them to use app & educate how to use via diff. platforms by affiliate marketing
1. Make customer aware about App OBJECTIVE 2. Educate the customer – how to use the App
APPROACH
Older segment Younger segment All
TV ads
Aware & educate via influencers on digital platforms Aware & educate via influencers on digital platforms
Online mini ads
For the older segment

As per think with google India report, more than 80% YouTube Description Subsc.
of the online video viewers take actions after
watching a video. So to target the customers, 135k
Interior dost Information regarding interior decoration and products used
promoting video content through different channels
will help in increasing number of downloads. Youva architects Room wise description of home & wall painting, reviews paints 31k
Reddys Interiors Step by step Texture paint ideas, dark colours by an expert painters 37k
Kotresh Koti Karnatka based, ideas for interiors 720k
FB groups/Pages Description Members
Home Elevation Design A group for architects, designers who shares home painting ideas 187k
Architects & Interior Page comprises of various professionals exhibiting their innovative
192k
Designers work of wall & home decors (wall textures, wall painting, wall arts)
For the younger segment TV AD
AIM: To show entire family’s
You tube channels Description Subsc.
involvement in using our app
BuzzFeed DIY Globally recognized, youth centric ideas 4.2M
Positioning: Show how app eases
5-min Craft Mini creative videos showing wall your color selection decisions &
3.4M helps to involve complete family
painting
Find New Ideas Videos often showing home/wall décors 57k Story Line: A confused couple
Home décor
Description flips over the color catalogue to
Bloggers
decide a perfect color for their
Worldwide reach, DIY painted interiors, home wall, they then watch their kids
TRUMATTER
ideas visualizing every color on the
THE EAST COAST opposite wall, impressed by the Family selecting colours to get house painted for
Winner of the Asian Paints-Influencer Award app’s features, they themselves Christmas/New year
DESI
try it.
One of top 10 interior design & décor blogs in
THE KEY BUNCH
India
Instagram Bloggers Description Followers

Mini online ADs
AIM: Catchy Ads to gain 6 sec attention
#tags which relates to paint
#diywalldecor -- Positioning: Re-Launching the app to create a buzz
ideas from all over world
Story Line: A series of mini adds with a touch of humor, so

Inspire_me_home_decor 6.1k+ photos of in 5.6M that the viewers can have brand recall thing, focusing on
app. promotion
HomeCanvas 2.5k+ posts showing wall decor 116k
Max customer engagement in 909k

#wallpainting
Implementation Plan
STRATEGIES Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
Web & Social media pages - Launch these changes immediately; run asap as Sep-May (9 months) → festive season →More
changes painting happens because of auspicious reasons
Affiliate marketing for all (during Holi, wedding Wedding

Navratri, Diwali
festive season) season season
Affiliate marketing targeting New admissions & students

youth shift to hostels
TV Ads Festive season
Online ads Launch immediately, show based on user activity throughout the year
1. Youth section on App

Launch in festive season - for youth living with Launch in new acad. session-PG/hostel/
2. Youtube series
parents – room décor related content dorm décor related content
3. Promotions
Expected reach, downloads and cost calculation
CAMPAIGNS Target group Reach Exp. conversion Exp. Downloads Approx. cost
Web landing & catalogue page changes All AP web page visitors 20000001 50%6 1000000
Social media pages changes - FB followers 20000002 1% 20000
Social media pages changes - Instagram followers
All AP followers
664002 1% 664 1000007
Social media pages changes - YouTube subscribers 7094872 1% 7094.87
Social media pages changes - Twitter followers 1150002 1% 1150
Affiliate marketing for all - fb/insta/youtube/twitter/blogs All segments 50000003 50%6 2500000 480000003
Students, hostlers, PGs,
Affiliate marketing for youth - fb/insta/youtube/blogs 50000003 50%6 2500000 480000003
young customers
TV Ads & online ads All segments 7986000004 1% 7986000 100000008
Students, hostelers, PGs, all
Youth section on App, Youtube series & promotions 10000005 10% 100000 10000000
DIY fans
TOTAL 814490887 14114908.87 116100000
~ 81 crore ~ 1.4 crore ~ 12 crore
Particulars (crore)
Reach Downloads Cost
~ 81 crore ~1.4 crore ~ 12 crore Revenue for the year ended on 31.03.19 16391
10-12% of
Marketing budget for top FMCGs
revenue
This plan will use just Marketing budget for AP 1% of revenue9
7.32% of total AP marketing budget Marketing budget for Asian Paints 164
and will result in 1.4 crore downloads Our plan’s total cost 12
Percentage of total marketing budget 7.32%

*Assumptions on Appendix - 7
KEY PERFORMANCE INDICATORS FOR THE PLAN
CUSTOMER JOURNEY FOR APP DOWNLOAD & APP ACTIVITY
Paint need arises Information search Comes across App Link App download Activity on App
Website – landing page Website – catalogue page Social media pages/Channels (AP) Affiliates/influencers Pages/videos Google Ads/other online ads Web search
KPIs for App downloads and activity

KPIs for Affiliate Program
NoKPIs for WEB
of downloads Organic
KPIs for social mediauser growth rate No of projects
KPIs for online Ads
KPIs for per
created WEBuser
KPI Platforms
KPIs available on google
Monthly/ analytics
daily active platform can
users Depth of visit KPIsDeal
available
closedon googleapp
through analytics platform
Click through rate Links
be used to analyze the performance of website Clicks Likes Shares can be used to analyze the performance of
Conversion rate Links website
Average retention Permissions granted Appointment via app chat feature
Impression Cost per conversion
Click through rate Types of sources Brand Profile FB & Insta posts, YouTube
Comments Views
Average spent time mentions Churnvisits rate videos Leads
Clickcaptured
through into
rate company CRM
Types of sources
Re-referring Quora, blogs
Conversion rate Keyword related KPIs
Return on advertising Click
For allthrough
affiliatesrate
on all Average position
Active
Impression spend Traffic data channels Conversion rate Keyword related KPIs
Traffic distribution per followers
Types of users Multichannel
region Impressions
Conversion rate to
Quality score Traffic distribution
Attribution
Type of most liked/re-shared content call to action
Multichannel Types of users
per region
Web-page with most clicks Customer acquisition cost Apple/Android store
THANK YOU
APPENDIX
Appendix - 1 COMPETITOR’S APP ANALYSIS
KANSAI NIPPON
COMPANIES ASIAN PAINTS BENJAMIN MOORE BRITISH PAINTS DULUX PAINTS
NEROLAC PAINTS
PARAMETERS
3.6/ 5 ratings Not attractive, very less iOS & Windows supported Very Basic and out dated app 4.2/5 ratings Detailed home screen with
APP INTERFACE Good, can be improved features Average appearance experience Gives the best user experience other in app features
Best one, variety of textures, Visualizer functions Takes a while to paint, Not clearly done, difficult to Neat, good quality, feel of real Easy, flexible, variety of
VISUALIZER REVIEWS paints, wallpapers etc. differently v/s others Overall good performance understand the working painted wall trying options
No budget or paint calculator No budget or paint Basic and Advanced Paint No budget or paint calculator Connects to the website to No budget or paint
PAINT CALCULATOR calculator Budget Calculator determine the budget calculator
No video Tutorials or No video Tutorials or Icons which connects the user External link which connects to Description Videos by Manish Pop ups which connects
VIDEO TUTORIALS Step by step guide around Step by step guide around to You Tube videos Youtube’s TVC Malhotra on app the user to YouTube
painting painting
No user engagement No user engagement DIY videos, other pics/videos of No user engagement No user engagement No user engagement
TESTIMONIALS real house
CART No added cart or buying No added cart or buying No added cart or buying option No added cart or buying option No added cart or buying option Connects to the website’s
( buying option) option available option available available available available buying option
In App query leads to call No app assistant No inbuilt app assistant only list Toll Free Customer Care Service External link connects to the WhatsApp, Call option &
In-App Assistant back of painters nearby to guide the customers site FAQs to help
Detailed list of nearby dealers Store locator is present Pin code based detailed store Not so efficient, time consuming Very Easy, Fast G-Map based, lists nearby
Store Locator with address list G-Map based Stores with address
Home painting No info about other Home Painting No information on app about Detailed products for other Certified painters
Provision for other services Water proofing services Wood Coating other services services are listed on the app 12 months warrantee
Wood solutions Only products info.
KEY INSIGHTS
1-Paint Budget calculator is necessary 2-Paint requirement calculator is needed by painters etc. 3- Testimonials helps in user engagement
4-Cart facilitates instant purchase decision 5- Video Tutorials is another means of keeping the customer engaged 6-AP app can be improved on various parameters
Appendix - 2 In depth interview insights – for all the stakeholders involved in the customer journey
Telephonic Primary Research was conducted among Chennai residents Architect insights
Owner of 2 Apartments since 1992 in Teynampet Abhinay – 29 years, Business Analyst Shahul Hameed - Architect for 3 years
“I'm not aware on how to use such app. Maybe young Stays in Own house with Parents Architect’s role in Colour selection:
people might have knowledge about it. Painters never Colour decision: Completely parents, I do not get If the color customer has chosen does not go well with other interiors, we provide a
inform us about this app. But however I came to know involved in selection as I don't own the house. 3D visualizer view of interiors, based on which we give them suggestion on which
about it in TV commercials.” Colour selection journey: Visit nearest store, check colors would go well overall.
Asian Paints brand loyal as risk is involved. prices and brands and then only colour & design. App Awareness: Yes, in fact used it for one of my building projects last year. I came
Painting frequency: 5 years once Vani Krishna – 52 yrs across this in my earlier firm when Asian paints came to showcase this App.
App: Ready to use but currently not aware of it.
Home owner Regardless of this, I would have studied the website and come across it.
Most of people are unaware of these apps.
Feedback: Ads talk about the colours and not about Suggested marketing platforms for designers: Pages on Facebook, Instagram can be
Karthika – 30 years, Stays with parents means of advertisements.
the app.
“These app are not for my mom's mindset but for young Marketing ideas for Customers: Keyword search with Google.
Preferred Marketing platforms: YouTube. Does not
people like us. Have seen the App commercial on Suggestion: Targeting builders initially would be a good start to create App
use Facebook much. Online streaming platforms like
television.“ awareness. Due to budget constraints, they do not use modern elevation and prefer
Netflix, amazon prime.
painting elevation.
Insight: Painting of existing building is directly done with dealers/painters, without
Lakshmi Mohan – 50 years, home owner, Julian – 29 yrs stays with parents, selects colors for his room the opinion of architects. Only for completely new building planning, elevation &
gives property on rent Stays in Own house, gets his house painted once in 4 years interior design, customers seek for architect’s advice. Contractors/Painters use these
House owner of 2 houses for past 15 years Decision makers: Dad for all the rooms but Julian for his room Apps and Asian paints website while suggesting color combinations so that they can
Painting behaviour: Every time tenant Colour selection journey: Go to store, take colour palette back charge more for the building project they are hired. They claim to have come up with
vacates once in 2 years, we paint when the home and discusses with family members. such designs. But the reality is, they use combinations readily available in Apps.
new tenant occupies.
App Awareness : Not aware. Willing to try once. Easier to convince dad. Brand,
Paint frequency: 3 years once but
price and then colour. Satisfied with colour choices.
sometimes in once a year.
Preferred Marketing platforms: App promotions in stores, Facebook, Google ads,
Painter insights
YouTube videos. Brand: Asian paint - using for years. Baskar - Painter for 16 years
Colour decision: Discuss with husband, go to shop once
Behaviour: Not much experimentation, mostly reserved. Colour choices are made Painter’s role in Color selection: Customer pre-decide colors and approach me. I give
and get colour palette. After we finalize the colour, I go to
only based on palette. No other references. them my opinion based on my knowledge, after which, they might re-consider their
the storekeeper, who shows me the colour in a computer.
Preference: Would like to place paint order on the App itself. choice.
This is when final colour decision is made. However, I
App Awareness: I do not use any paint App because I have been in paint profession
have experience differences in output especially for light
for 16 years so my experience helps and I don’t see the necessity of these Apps.
colours. There is lot of guess work. Krishnamoorthy - 56 years, stays with family App Awareness among peer group: I have not noticed any of my colleagues using
App awareness: Not aware. Most of the people in age Owns self-occupied apartment in Ashok Nagar, recently painted his such Apps.
above 45 go to the shop and select from the pallet. Only house
highly qualified people would be aware of such apps. Colour selection journey: Search of trends on major paints brand Dealer insights
Adoption : Would try and learn it from my son. Will help websites. Reach out to contractor, who brought the card and get his Raj - Dealer for 12 years
me discuss with family members and get their opinions as professional insights on colour combination- secondary evaluator. Dealer’s role in Color selection: Very few customers pre-decide colors before
well. Paint frequency: 5 years once. Behaviour: Ready to experiment. approaching us. Maximum people come to the counter and ask us for color palette
Preference : Would like to place paint order on the App App Awareness: Not aware. chart before deciding.
itself. Digital marketing: Newspaper, TV, Facebook, WhatsApp - 1 hour. App Awareness:
Feedback : There is lot of fluctuations in prices across Painted lastly 5 years back. I have not used it, but I’m aware. I did not install it because I already have a computer
stores. With App this can be eliminated. Preference : Prefer to get it digitally delivered via app using colour screen which serves the purpose.
Preferred Marketing platforms: YouTube, Google search, codes in palette. Measures to create awareness: No such efforts. We visually show them how the
banners, TV ads, Radios. color would look on our computer screen.
Appendix - 3
CUSTOMERS COHORTS – MARKET SIZE

Population
Particulars Column2 %age
(crore)
People living in urban areas 31
People living on rent in urban areas 28
Older segment (45-64) 13.5
Young population (25 - 44) 27.6
Young population (20 - 24) 8.7
enablers 20% =0.31*0.72*0.135*0.2 0.6% 0.729194
preventers 80% =0.31*0.72*0.135*0.8 2.4% 2.916778
owner 20% =0.31*0.72*0.276*0.2 1.2% 1.490797
active co-owner 20% =0.31*0.72*0.276*0.8*0.2 1.0% 1.192638
passive co-owner 80% =0.31*0.72*0.276*0.8*0.8 3.9% 4.770552
20 - 24 (20% adopt DIY) =0.31*0.28*0.087*0.2 0.2% 0.182749
TOTAL 9.3% 11.28271
Appendix - 4
KEY PERFORMANCE INDICATORS FOR THE PLAN
KPIs for WEB KPIs for Affiliate Program
KPIs available on google analytics platform can be used to analyze the performance of KPI Platforms
website
Click through rate Types of sources Click through rate Links
Conversion rate Keyword related KPIs Conversion rate Links

Types of users Traffic distribution per region Views FB & Insta posts, YouTube videos
KPIs for online Ads KPIs for social media Re-referring Quora, blogs
Return on advertising spend For all affiliates on all channels

Clicks Likes Shares
Impression Cost per conversion
Multichannel
Brand Impressions
Comments Profile visits
Click through rate Average position mentions
Attribution Multichannel
Conversion rate to Active
Quality score Impression Traffic data
call to action followers Customer acquisition cost Apple/Android store
KPIs for App downloads and activity

No of downloads Organic user growth rate No of projects created per user
Monthly/ daily active users Depth of visit Deal closed through app
Average retention Permissions granted Appointment via app chat feature
Average spent time Churn rate Leads captured into company CRM
Appendix - 5
KEY PERFORMANCE INDICATORS
CUSTOMER JOURNEY ON APP
Website – landing page Website – catalogue page Social media pages/Channels (AP) Affiliates/influencers Pages/videos Google Ads/other online ads Web search
KPIs for Affiliate Program KPIs for online Ads

KPI Description Platforms KPI Description
Link mentioned on affiliate’s activity was Combination of all your creatives that have an affiliate
Click through rate Links Impression
clicked tracking link attached to them have been “seen”
How many visitors who came through that link percentage of people who click your ads to go to Playstore
Conversion rate Links Click through rate
downloaded the app to download the app
Number of views/comments/likes/share on the FB & Insta posts, Conversion rate to measurement of how many people click on the ads
Views
post YouTube videos call to action and then download app
Number of times a link is shared within Cost per average amount of money you spend on PPC for every
Re-referring community by different individuals starting Quora, blogs conversion conversion that you earn
from the influencer indication of where your ads usually fall when they’re
Average position
Return on advertising The number of downloads/visit to app page on For all affiliates triggered
spend Playstore divided by budget for that affiliate on all channels how reliable is the ad in showing people relevant
Quality score
Combination of all your creatives that have an information. A good quality scores reduces ad spend
Multichannel
Impressions affiliate tracking link attached to them have KPIs for social media
been “seen”
Clicks Likes Shares
Chain of affiliates or marketing channels were
Attribution Multichannel Comments Brand mentions Profile visits
used to complete a transaction
Customer acquisition Apple/Android Active followers Impressions Traffic data
Appendix - 6
Customer journey on App
KPIs for APP KPIs for WEB

KPI Description Benefit KPIs available on google analytics platform
can be used to analyze the performance of
How many users have downloaded your
No of downloads
app
More user generated content & greater customer engagement website
Monthly/ daily active users Login/activity on monthly or daily basis Show sustainable success for an app KPI Description
(Total uses – new users coming from Good indication that the app has a strong viral coefficient, meaning the existing Click through Number of times the link is
Organic user growth rate
mkting campaign)/total installed base user base is sharing and recruiting new users rate clicked
Average spent time Time spent on app
visitors are converted into
Average retention Time after which app was uninstalled Conversion rate
desired actions
No of projects created per user Images taken, visualized Shows the extent a customer is engaged, these customers can be targeted to
spread awareness about app or their journey can be tracked to see what can be a variable that helps you define
Deal closed through app The no of people hired/paint bought done to get more engaged customers specific types of users that have
Types of users
completed a goal or a specific
Appointment via app chat feature Customer called & booked visit action in the website
Leads captured into company CRM Customers entering their details on app
report which is generated
Average amount of time that lapses by segmenting the traffic by
How frequently users feel the need to use an app, and allows you to optimize specific sources and mediums
Session time between two distinct sessions for a single Types of sources
alerts or campaigns to bring users back into the app such as Search Engines,
user.
Referring sites, Direct, E-mail or
custom campaigns
It tells if users are generally hooked on a single feature, or explore myriad screens.
Depth of visit No of screens viewed in session
This helps in determining invest areas in future versions of the app
Traffic from non branded terms,
Keyword related
traffic from specific terms,
Quantity and type of permissions that Number of permissions a user grants tells us how engaged they are with the app’s KPIs
Permissions granted keyword ranking
users grant to your app various features
This report provides very useful
Number of permissions a user grants tells Traffic
Crucial app KPI when you consider growth targets because any lost customers must insights since it allows you to
Churn rate us a lot about how engaged they are with distribution per
be replaced by acquiring new users to hit those growth targets. distinguish the nationality of
the app’s various features region
your clients
Appendix - 7
Assumptions:
1 – Unique web landings in a year, Asian Paint Annual report, 2017-18
2 – Social media followers on each platform
3 – 1000 micro-influencers will be hired, each with 1000 followers for five platforms – fb, insta, youtube, twitter & home décor blogs, each will be paid 1k per
post, 1 year contract 48 posts – 4 per month
4 – TV penetration in India is 66%, so 66% of Indian population
5 – ‘Live stylishly’ series has around 1 million views on each of the video, we expect the same as the series is going to be similar
6 – Web will have high conversion rate as the visit is intentional & need based; high in affiliate as closed group leads to more impact
7 – AP has well developed Digital & social media team hence will require minimum incremental costs
8 – Based on interaction with ad agency & online search, 25 lakh for each ad, premium quality, also depends on budget, hence kept 1 cr
9 – Based on interaction with an ad agency & online search, 20 episodes, 5 min each, 5 lakh for each
10 – AP is market leader & does not spend much on marketing; conservative approach
References
1. https://www.similarweb.com/website/asianpaints.com#search – Asian paints traffic report
2. ARE WE READY TO DO-IT-OURSELVES? EXPLORING DIY OPPORTUNITIES IN INDIA, G. N. Prabhu, Professor, S. Archana and Kunal Bhagat, Tejas IIMB
management review
3. How online video is empowering consumers in India to take action, think with google report
4. Trends in Indian Paint Industry - Mahesh Anand, Nippon Paints, Durgama Girha, online home décor blog
5. Euromonitor home improvement industry in India, country report
6. Moneycontrol.com
7. Asian Paints – website, FB page, Instagram page, YouTube channel
8. https://drive.google.com/drive/folders/11aFi03WeuS8xiKg3bALMhFyBM9Q9W0va?usp=sharing
Piramal Tangram
2019
Credits: Anjali Chahal, Himshikha, Raveena Singh
MARKMANTRA
TANGRAM
THE PIRAMAL CHALLENGE
The Social crusaders
IIM LUCKNOW’S
THE SOCIAL CRUSADERS
Presentation Outline
Stage 1 Study
Concept Notes for Stage 2 Study
Shortening of the Disbursal Chain
‘Train the Trainer’ Program for ASHAs
Sensitization of Stakeholders through a 360⁰ Campaign

STAGE 1 STUDY
Design Thinking Pilot Study Interviews Insights
Defined Problem
‘Lack of professional training and motivation for ASHAs and additional workload on ANMs as the major reason behind the poor
disbursal system of IFA Supplements hindering the development of healthier mothers and pregnant women in rural Bihar’.
*Govt. of India Data
Design Thinking Process Village Mubarakpur, Lucknow

“I have stopped taking the medicines (IFA tablets) because I felt nauseous and dizzy on
Location
Village Tanda, Moradabad
Empathize consuming them. I did inform ASHA didi about this but she said that this was normal.”
Village Bhagwantpur, USN Poonam Singh, 3 months pregnant Registered with Asha
Government Medical Hospital
Define
Pregnant Women
Stakeholders
Asha Bahus “I have stopped taking the medicines (IFA tablets) because I felt nauseous and dizzy on
Ideate
ANM consuming them. I did inform ASHA didi about this but she said that this was normal.”
Prototype Government Employed Gynaecologist Poonam Singh, 3 months pregnant Registered with Asha
Test
“I do not give any tablets, this is taken care of by the doctors. I have received
Plan for Stage 2 study professional training related to vaccination but not pregnancy specific.”
Sharada Rani, ASHA Bahu, Village-Bhagwantpur, USM, Uttarakhand
“I register pregnant women, there is no problem, enough stock is

available. I do not counsel that’s not my job. I have not received any
training specific to pregnancy requirements.”
Radha Devi, ASHA Bahu, Village- Tanda, Moradabad, UP
“I haven’t received my salary since June 2018, , I complained to the

HEO & the MLA but have not received any response”
Anupa Yadav, ASHA Bahu, Village- Mubarakpur, Lucknow
“Busy in MMR vaccination, face a lot of paper work and the work
overlaps, hence not much time can be devoted to IFA disbursal”
Ms.Nirma ANM, Jankipuram, Lucknow, UP
“Pregnancy is not a disease, it’s a natural process”

Dr. Priyanka Maurya Gynaecologist,
Govt. Mahila Hospital, Aliganj Lucknow
145
CONCEPT NOTES FOR STAGE 2 STUDY
Root Cause Analysis 3 Concept Notes Idea & Prototype Generation
1 2 3
CONCEPT NOTE 1 CONCEPT NOTE 2 CONCEPT NOTE 3
• Disbursal through ANM takes longer • ASHAS not properly trained • Population and the beneficiaries remain unaware
• No direct access of tablets to ASHA remains a • Outdated training modules of the effects of iron deficiency during pregnancy
root cause in faster and on time delivery of IFA • Insufficient focus and information on IFA in the • Absence of mass media campaign & sensitization
• Removal of ANM from the supply chain and training program • A 360⁰ has the potential of solving this problem
greater authority to ASHAS can solve the • Updated and effective training program for and increasing the awareness 146
disbursal problem ASHAS can solve this problem
SHORTENING OF THE DISBURSAL CHAIN
Removal of ANMs disbursal role Empowering ASHAS Building Taskforce for monitoring ASHAS Incremental cost: INR 10.4crores
• Modify disbursal chain by removing ANM from the chain to fasten the process of procurement of medicines by ASHA from primary health centre
• Increase qualification level of ASHA workers
• Give additional incentives to ASHAs- Rs 50 per pregnancy reported & IFAS delivery (approx. incremental cost 10.4 crore)
• Setup a monitoring system for performance assessment & timely disbursal of ASHA workers’ salaries.
• A system on the lines of ASHAsoft (digital platform successful in Rajasthan) is recommended; Estimated setup cost Rs. 0.28 crore
Why ASHA? What is ASHAsoft?

• Village resident → 24x7 accessibility What is ASHAsoft?
• Knows the women personally It is a web based software for online payment to their bank account and
• Lesser workload than ANM →more monitoring the performance.
availability Verification of ASHA
Online data entry of
ASHA claim form & Release of Sanction
Release of payment Payment will be
claim form by ANM using Digital transferred directly
verification on Asha or Funds Transfer
Signature Certificate to the bank account
soft by IA/PHC health Order by MOIC
by CHMO of ASHA
New Disbursal Chain advisor
Pregnant
SHC District PHC ASHA woman
New Incentive Structure

1 2 355
55
5
50+50
POSITIVE NEGATIVE
1. This will reduce time and the 1. ASHAs’ education level is
Particulars Amount medicine will be easily available generally low → more
now. responsibility is a problem
No of ASHA workers in Bihar 80000
2. Documentation and approval 2. ASHasoft infeasible (low literacy,
Birth rate per 1000 26 time will be reduced. lack of basic amenities-electricity)
1. ASHA reports the no. of pregnancies directly to PHC & (assuming 1 ASHA/1000 population) Prof. M K Awasthi
collects IFAS tablets without approval of ANM. Old incentive (per registration) ₹ 50.00 Agribusiness Faculty, IIM L
2. ANM removed from disbursal chain. Additional incentive (per registration) ₹ 50.00 Consultant, World Bank
3. ASHAs can be assisted by Aanganwadi workers Total Incremental Cost ₹ 10,40,00,000.00
CRITICISM SUGGESTIONS
1. This requires policy change; 1. Build a skill upgradation
difficult at least in the short run program to handle new
ITERATIONS 2. Increasing the required responsibilities
1. Upgrade ASHA training material; Include exhaustive topics on maternal care, IFA tablets, anaemia qualification to be an ASHA can 2. Build an extended task force to
2. Train ASHA on digital aspects so that a digital monitoring system can be introduced (we are not become a political issue. support ANM & reduce her
workload.
introducing ASHAsoft at this point)
3. Build an extended taskforce to monitor the performance of ASHAs Dr. Chandan Sharma
4. Conduct regular training programs for ASHAs Business Environment
Faculty, IIM L 147
‘TRAIN THE TRAINER’ PROGRAM FOR ASHAS
Lack of exhaustive training module on maternal anaemia A new Training Module Modified counselling material-Calendars & pamphlets
Old Training material Secondary Research Sample Counselling material
'Khoon ka Rishta' campaign
“A simple communication tool designed to help an expectant mother

visualize the importance of IFA in a unique way using an activity.”
Of pregnant women exposed

to the communication have
the correct knowledge of
consuming 180 tablets
• Only one chapter on maternal care

• Single paragraph on anaemia.
• Not much information on IFA tablets Of pregnant women exposed
• No counselling material given to to the communication link the
Of pregnant women exposed
to the communication are
ASHAs. benefit to unborn child demanding IFA tablets
Particulars Amount
POSITIVE NEGATIVE Cost per pamphlet ₹ 2.00
1. Looks good 1. “We cant read.” Number of births in bihar in a year 25,00,000
2. It reminds us to take 2. It wont last long Counselling material cost ₹ 50,00,000.00
tablets in case we forget (posters were made on New training material for ASHA 10
3. Helps in explaining my paper) No of ASHA workers 80000
point - ASHA Incremental training cost ₹ 8,00,000.00
Total cost ₹ 58,00,000.00
CRITICISM SUGGESTIONS ITERATIONS

1. Illiterate 1. Focus on ill effects 1. Material must be pictorial to make it interesting and easy to assimilate
respondents
2. Make it pictorial 2. Include ill effects of anaemia so that fear factor can impulse the beneficiary to act.
3. A campaign on lines of ‘Khoon ka rishta’ to involve the beneficiary more 148
4. Training and counselling material need to given
SENSITIZATION OF STAKEHOLDERS THROUGH A 360⁰ CAMPAIGN
State Wide Multi Media campaign Titled: Garbhini ki Sanghini Incremental cost: INR 17 crores High Impact Potential
Dr. Anirban Chakarborty

Marketing faculty, IIM Lucknow
Target Group ‘
High Penetration
Rural population, Bihar, Hindi speaking, Pulse=polio
गर्भिणी
IFAS
Illiterate/semi literate
Pregnant Mothers POSITIVE
NEGATIVE
1. Will aid in creating
(18- 45 yrs.) awareness 1. Digresses from the main
problem of workload on
की
2. Tried and tested model ANMs and motivation of
Decision with the Pulse polio campaign ASHAS
Low HR Involvement High HR Involvement
makers in the 2. Has an incremental cost
family component involved
Low Penetration
संगगनी
Community &
Health Workers
Stages in the Motivation process Positioning Map of the Campaign SUGGESTIONS

with a change in projected CRITICISM 1. Understand constraints
Emotional 1. Pilot study conducted on of TG
Awareness Consumption change of IFAS
connect stakeholders in a Tier 1, 2. Design message
urban setting informing the effects &
3 pronged approach 3 SANGHINIS 2. TG not clearly defined not cause
3. Keep the fear
component low( no
disturbing images or
consequences)
IFAS KIT ASHAS HEMA MALINI
ITERATIONS
• Include Direct Marketing eg. Voice messages
• Effects will also be communicated rather than just
the efficiency
Cost of Campaign Amount

Pulse polio campaign cost ₹ 1,45,01,00,000.00
Population of india 1,21,00,00,000
Per person cost ₹ 1.20
Population of Bihar 99000000
• Proposing a new packaging- an • ASHA worker to be projected • Multi-media campaign on the lines of Approx. cost for the proposed campaign ₹ 11,86,44,545.45
IFAS Kit as the go the person the Pulse Polio Campaign Cost of IFAS kits Amount
Cost per kit ₹ 20.00
• A feel good factor and gift • A pivotal figure in the entire • To be run across TV, radio (Sakhi No. of births 2500000
factor to the expectant mothers Total cost of IFAS kits ₹ 5,00,00,000.00
pregnancy process Saheli Program) & print media Total cost in crores (Campaign+Kits) ₹ 16,86,44,545.45
• “Pregnancy is not a disease, • Would register the pregnancy • TV ads to be based in rural settings & Particulars Amount
it’s a natural process & needs voice messages in rural dialect NHRM approved budget (approx YoY in Cr.) 2000
to be celebrated” • Provide IFAS Kit % share of marernal & child health budget 18%
• Hema Malini as the brand Amount approved - Maternal & child health (Cr.) 360
• Addition of an activity for • Aid in hospital visits and ambassador (a projected Sangini) % amount spent 75%
beneficiary engagement on the institutional deliveries as well - mother/grandmother figure Actual amount spent on maternal & child health (Cr.) 270
lines of Bill & Melinda gates Unused budget 90
as emergencies - positive, powerful & impactful to
foundation’s Khoon ka Rishta Total cost of Concepts 1,2 & 3 (Cr.) 27.84
influence decision makers of the
We propose using 31% of unused budget of 90 Crores
Campaign family 149
Samsung Edge
2019
Credits: Abhilash, Himshikha, Nithya CH
MARKMANTRA
SAMSUNG
HOPE
SAMSUNG HOPE
TEAM SKYFORCE
IIM LUCKNOW
ABHILASH I || HIMSHIKHA || NITHYA C H

BACKGROUND
During one of our projects related to disbursal of IFA tablets by ASHAs, we were exposed to primary health care
workers in Mubarakpur village, near IIM Lucknow campus.
ASHA WORKER
Promotes reproductive & Child Health &
(Accredited social health worker)
distributes drug-kit
Promotes universal immunization

Roles of
ASHA
Provides access at Anganwadi/primary
health centers
Provides information health issues such as

nutrition, basic sanitation & hygienic practices
ON-GROUND RESEARCH TO DEEP DIVE INTO THE PROBLEM
• Visit to 5 villages – Mubarakpur,

Bithioli Khurd, Saidapur, Naharpur
& Dubagga
• Interacted with 10
Anganwadi & ASHA workers
• Interacted with 20+ pregnant
women & old ladies in
villages
• Interacted with local staff in IIM L
• Visited Government health

centres in Lucknow & Kashipur
• Interacted with doctors,
nurses & other medical staff
TALKS WITH ASHAS: TOP INSIGHTS
“ I ask ANM or nearby hospital for

kits but they say there is no stock
Such topics are not talked
so openly in village. At
I have not received my salary since June
2018. I have no money to go to hospital
times I use YouTube videos
and bring the tablets. I have
There is no track on immunization, but do not get the right
no motivation also to work
they haven't come for months content
Whenever I call the govt ambulance, they Coming out late in Talking to women is easy but in
do not respond. Sometimes they misbehave night is very difficult case of men it is very difficult
ONE BIG OBSERVATION: MOST OF ASHAs DO NOT HAVE A SMARTPHONE

”
CONVENTIONAL ASHA
Goes to health centre Depend on ANMs or

to collect medicines others for salary &
without any prior incentive verification;
Uses pen and confirmation no track on salary
paper for
surveys & reg.
ASHA
Uses print or Able to Find it difficult to work

no material communicate with at night because of
for counselling only women security reasons
* Non exhaustive representation of the journey

TALKS WITH OTHER WOMEN: TOP INSIGHTS
“ Asha is my nearest point of

contact. It is easy to talk to her
In my last pregnancy I registered but she
hardly helped me. My sister showed me
some videos to explain
how to take care of
ASHA comes and explain but I She comes once in 2 months. She has lot of baby, that helped
could not understand everything work to do. She keeps writing all the time
”
Based on the interaction with Ashas & others in village we
identified the top problems
I ask ANM or nearby hospital Such topics are not talked so In my last pregnancy I
for kits but they say there is openly in village. At times I registered but she hardly
no stock use YouTube videos but do helped me.
There is no track on not get the right content
She comes once in 2 months.
immunization, ANMs haven't Talking to women is easy but She has lot of work to do. She
come for months in case of men it is very keeps writing all the time
In my last pregnancy I difficult
registered but she hardly ASHA comes & explain but I
helped me could not understand
1. Lack of tracking and demand

1 forecast 2 Counselling material is not apt 3 Lot of workload & paper work
for the changing needs
2. Information asymmetry
Whenever I call the govt

I have not received my salary.
ambulance, they do not Coming out late in night is
I have no motivation also to
respond. Sometimes they very difficult
work
misbehave
4 No salary + incentive tracking 5 No grievance redressal system 6 No Safety system

Major Issues faced by ASHAs
COUNSELLING MATERIAL IS
LACK OF DEMAND FORECAST LOT OF WORKLOAD & PAPER
NOT APT FOR THE CHANGING
INFORMATION ASYMMETRY WORK
NEEDS
NO SALARY TRACKING NO GRIEVANCE REDRESSAL

NO SAFETY SYSTEM
SYSTEM SYSTEM
OUR SOLUTION : Equip ASHA workers with SAMSUNG Tabs for
improving their efficiency to promote timely access to health services
ASHA Tabs ASHA Apps Training of

(Hardware) (Software) ASHAs
Sourced via ‘e-waste By Samsung or Can be done by
take back program’ & outsourced or associating with
re-developed for ASHAs by open source regional NGOs
Why Tabs? Because most of the ASHAs do not have smartphone

ASHA APP: To solve top ASHA problems we suggest to launch an
App called ASHA APP with these super 6 features
1. Lack of tracking and
Counselling material is not
demand forecast Lot of workload & paper work
apt for the changing needs
2. Information asymmetry
A CLOUD BASED SOFTWARE VIDEO RESOURCES

VOICE TO TEXT FEATURE
TO RECORD & CONVEY for better conveyance of idea
for faster registrations &
DEMAND IN REAL TIME TO to women and especially to
surveys, saves time
PHCs men
No salary tracking system No Safety system No grievances redressal
SALARY & INCENTIVE track

& transfer SECURITY FEATURE – SOS
Feature on the app to
(real-time track of incentive for safety as ASHAs have to
register complaints
earned → motivate to work; go out at night
performance mgmt.)
SAMSUNG ASHA - Customer journey
Expected outcome
Uses tab for registrations & Demand is approved by the ASHA collects the supplies
enter all requirements in the POC health centre & conveys on conveyed date from
app; can register complaints date of collection PHCs
Gets more time to talk to

Uses voice to text feature for
people and convey the
faster documentation
health related messages
Uses videos & digital Communicate with men &

media for counselling women w/o hesitation
Carry Tabs everywhere Care free & can work

with her (safety button) anytime anywhere
Track the incentives daily +

More motivation to work
online verification
* Non exhaustive representation of the journey

How it will fit into existing ecosystem system ?
BACKWARD LINKAGE FORWARD LINKAGE
Collab with Samsung e- Real time POC health center will receive
waste take back demand information & send back
program & get tabs tracker updates to ASHAs
Refurbish & load with

ASHA app Uses voice to
Standalone features
text feature
Samsung gives Tab to
ASHA Videos Standalone features
content
SOS Connect to 1090

button (UP women helpline)
Incentive POC health center will verify

tracker online the work done &
update the incentives
(on the lines of ASHAsoft)
Proposed Impact : Focus Lucknow Rural
Number No. new couples to be equipped with

of villages: 205 reproductive health info : 89037
No. of women under maternity
Female
Lifetime risk: 1.12% mortality risk protected : 15737
Equipping
ASHA worker in No. of children (0-5yrs) under mortality
Under five
Mortality rate: 101 each village
risk protected : 22482
✓Increase in ASHA productivity & motivation ✓Easier estimation & delivery of medical kits
* source: Annual Health survey 2010-11, Govt. Census Uttar Pradesh
Proposed Cost Of Implementation
Number of ASHA workers in UP under NHRM: 1,45,592 ~ 1.5L
Number of TABs required ( 1 TAB per ASHA): 1.5L

TOTAL COST
Cost of one Samsung Galaxy Tab A 8GB: Rs. 7600 = Rs. 11400 L
Additional software development costs: 0.1% = Rs. 11.4 L
Training, Communication & Misc: 0.2% = Rs 22.8 L
Total cost required for all UP ASHA workers = Rs. 11,434.2 L ~ Rs. 114 crore
Per ASHA spend (114cr./1.5L) = Rs. 7622.8
Number of ASHA workers in Lucknow 205 workers
Total cost required for all Lucknow ASHA workers = Rs. 15,62,674 ~ 16L
Total cost required for all Lucknow ASHA workers is 16 Lakh

Implementation Plan & Future Road Map
Year 1 Year 2 Year 3
Pilot testing in 5 villages adopted Pilot testing in other Launch in districts of UP across
Scalability plan by IIM Lucknow villages of Lucknow various regions – west, east,
(in Lucknow) district central, Bundelkhand
• Samsung e-waste take back
program – for tabs With NGOS/government With NGOS/government
Collaborations
• For app – Samsung/ outsource partnership partnership
• IIM Lucknow – for pilot test
KPIs For Pilot Program Assessment

Real-time Medicines/kits received & supplied,
tracker
Voice to text Growth in number of women/children registered; time spent in talking (qualitative)
feature
Video content No. of videos played, duration, frequency of use, most played video, paused moment
APPENDIX
SAMSUNG HOPE – Strengthening ASHA workers to facilitate safe motherhood and childhood | Team Skyforce ( IIML )
PROBLEM IDENTIFIED : ASHA workers face difficulty in last mile delivery of health care services to mothers & children
BACKGROUND: During one of our projects related to disbursal of IFA tablets by ASHAs, Interaction with ASHA BAHU and villagers near IIM Lucknow
we were exposed to primary health care workers in Mubarakpur village, near IIM Lucknow • My job is to register pregnant women, children below 7 years of age, take them for immunization,
campus. After interaction with ANMs, doctors, Anganwadi & ASHA workers, we discovered coordinate with ANM & also to distribute IFA tablets, PCM, contraceptive kits and sanitary pads.
the pain points faced by ASHAs. Our big idea will address this issue. • I get these things through ANM based on registration. Sometimes, when there is a demand, I get
ASHA, them myself when I go to the government hospital. This time ANM has not visited from the past 2
Promotes universal immunization for Reproductive & Child Health Mubarakpur months, so I do not have any tablets stocked with me.
through knowledge sessions and by providing drug-kit • I have not received my salary since June 2018. I have no money to go to hospital and bring the
tablets. Whenever I call the govt ambulance, they do not respond . Sometimes they misbehave
Mobilizes community towards local health planning and with me and other ladies too. So I prefer no to take their help.
increases utilization & accountability of health services
Roles of ASHA, Bithuli
I ask ANM or nearby hospital for kits but they say there is no stock. I spend so much money to go
ASHA there still do not get anything, I feel bad. Most of the time they do not have enough stock this leads
Khurd
Provides access at Anganwadi/sub-center/primary health to delays. Even for immunization there is no track, they have not come to our village for months.
centers, for Ante Natal Check-up (ANC), sanitation. etc.
I register pregnant women/ new moms and counsel them. Also talk about contraceptive methods.
Provides information to the community on determinants of health Talking to women is easy but in case of men it is very difficult. I shy. I m from same village, these
ASHA, men are my in-laws, I cant talk so openly to them and such topics are not talked so openly in village.
such as nutrition, basic sanitation & hygienic practices Narharpur Sometimes I ask my husband to help. At times I use youtube videos also but problem is I do not get
Secondary research – problems faced by ASHA workers the exact content. Sometimes the content is in-appropriate and it becomes very odd.
➢ Incentives are insufficient and irregular ➢ Resistance from community Talk with women, Bithuli Khurd
• This is my 2nd pregnancy. I have registered with ASHA didi, she gives IFA tablets. She also takes me for
➢ Scarcity of resources: ➢ Trouble in workload management
vaccination. She is my nearest point of contact. It is easy to talk to her.
o No provision for photocopy ➢ ASHAs are not respected by hospital • She comes once in 2 months. She has lot of work to do. She keeps writing all the time. However, the ANM has
not visited from the past 2 months and so I have to go with my husband to Indauraganj hospital.
o Lack of bag articles staff – ANMs, doctors
o No ambulance ➢ Have to go out at night for deliveries “ASHA comes and explain about how to take care about child but I could not understand -Pregnant lady 1,
everything. My sister showed me some videos to explain how to take care of baby, that helped.” Mubarakpur
o No water cooler & washroom facility ➢ Low involvement of men
o No waiting area for ASHAs ➢ ASHAs’ internalization of social values This is my 3rd pregnancy. I have not registered with Asha as I don’t want anyone to know about -Pregnant lady 2,
it. ASHA will not get to know she has many other works. In my last pregnancy I registered Mubarakpur
o Non availability of phone but she hardly helped me.
Reasons : Unavailability of medicines/kits at PHCs | No forecast of demand by PHCs| No track on immunization | Lack of counselling resources |
Difficulty in talking to men | Lot of paperwork | Work overload
Health Data, UP
Currently Married Pregnant Mothers who ✓ Timely availability of medicines &
Mothers who had information to bridge the gap
Women aged 15-49 years received any
State/District antenatal checkup in between urban and rural healthcare
registered for Ante-Natal Antenatal
first trimester (%)
care checkup(%)
Lucknow 63.9 85.9 53.2 ✓ Aiding women in reproductive health

Moradabad 37 65.9 19.7 to result in positive outcomes on
ALIGNMENT WITH GOALS

their independence
Sitapur 42.8 59.1 26.1
Kheri 50.4 68.7 27.4
Sahranpur 59.8 91 74.3 ✓ Supporting the ASHA program would
ensure the current and future health
Muzaffarnagar 35.6 80.2 66.6 of mothers & children
✓ Plugging the gaps in the flow &

equipping ASHA workers would lead
to a sustainable community based
program
✓ Partnerships with ASHA,

Governments, drug companies,
NGOs and PHCs ensures complete
access
Colgate Transcend
2019
Credits: Anjali Chahal, Himshikha, Vikas Jha
MARKMANTRA
Our Approach
Identifying the current challenges for Palmolive India…
• Positioning not clear/similar to competitors • Ingredient specific benefits not • No way to establish credibility (apart from brand
• General benefits highlighted (e.g. Smooth/ highlighted name)
soft/radiant skin)- superficial for premium • No clear aspirational offering • No campaign to supplement the brand (lack of
customers storytelling)
Positioning Positioning &

Category Trends
acceptance Product line
Communication
‘Live the Spa Experience’
Understanding Secondary Primary Big idea on Primary Research Final

competitors Research Research Stage 1 Positioning Stage 2 & 3 recommendations
Distribution
Understanding In-depth
the TG interviews Product
Financials
acceptance
3 STEP CONSUMER INTERACTION

Trends based on secondary research……
Beauty & Personal Care Category, India Consumers Competitors
2/5 Indians regularly use premium products, 1/3rd say BRAND POSITIONING
HUL market leader~ 24% share followed by Colgate-Palmolive -5.7%
using premium products gives sense of accomplishment
DOVE Moisture for real beauty- beautiful skin
Current year growth highest for premium Sales performance increasing by 9.2% YOY
Shaving time off essential steps without compromising on LUX Long lasting fragrance
beauty & personal care products.
the efficacy is the need of the present day consumer NIVEA Soft skin
Fragrances, sun-care, premium beauty & personal some companies enhancing ingredients mix, others FIAMA Fresh, youthful skin
care have highest CAGR for 2018-2023, followed by improving brand perception and positioning through
Interest in natural ingredients is on the rise PEARS Pure & Gentle
deodorants & men’s grooming collaborations with famous personalities
Some noticeable strategies
Companies launching smaller pack sizes to Fiama- excessive focus on bundling
Small pack sizes considered more convenient Consumer is aware of and cares about the state of the
incentivize consumers to trade up to premium - 2 variants of shower gel, shower gel+ loofah
amongst “on the go” consumers environment but doesn’t have the time to do anything
-100 mL travel pack in all variants
products in urban areas. about it
-excessive spend on digital marketing
- Saara Ali Khan as new brand ambassador
Consumers willing to pay a premium price for everyday
Focus is on building stronger natural products portfolio to goods that are environmentally friendly
benefit from the health and wellness trend. Dove- excessive focus on digital marketing
-campaigns establish real connect with TG
Source: Euromonitor & Mintel

3 STEP CONSUMER INTERACTION
1 2 3
We designed an activity to understand Based on consumer suggestions we developed
We conducted in depth interviews with
consumers’ perception about our positioning sample products and some posters with the
our target group to know more about
& to gauge their expectations when a brand tagline – ‘EXPERIENCE SPA’. We took these
their preferences in personal care
promises a spa experience at home samples to our TG to record their response
• Consumers prefer natural products • “The tagline gives a feel that these products are used in
• Look for certifications by agencies Negative
Positive spa & if I use them I will get a spa like feel, I will be
• Like brands which are easy to imagine & • Pic. not apt for spa
• Like the idea relaxed & recharged; it helps me imagine the benefits of
associate • Not able to imagine
• Like to pamper self this product”
• Seek different experiences what this line means
• Will help me relax • “The accessories kept in the picture gives a natural &
• Prefer products which are mild & good for • Benefits are not clear
Ayurveda kind of feel, I think the product is derived from
skin various natural extracts”
• Interested in knowing about the product • “I can relate to the female in the picture, she looks pretty
benefits Criticism Suggestions
relaxed & enjoying the bath”
• Trust a brand only if they see the benefits • Don’t want spa • Put soothing pics, spa
• “The green images & candles give a feel that product is
• A natural brand should act natural too treatment everyday • Keep sub tagline to
natural & used in spa and has lot of skin benefits”
• One product can explain benefits
• Description of major ingredient could be included, I
not give spa feel • Bring line of products to
would like to see the benefits of the products
• Do not like spa give complete exp.
Concept cards
Concept cards
CREATIVES
Live the SPA
experience
Live the SPA experience
Launch a range of products to

complete the range of spa
treatment
Give bubble bath free to give
premium feeling
Put candles, oils as
illustrations
Make gel based products
Make clear bottles
Live the SPA

experience
Pour yourself into a Palmolive bath

Don’t stir, just relax
Based on 3-staged primary research , we position Palmolive as – ‘Live the spa experience’, to be marketed with existing
BIG IDEA & new ranges of products under tagline – Experience Spa - to highlight spa benefits; strategy is 2 – pronged approach –
PREMIUMISATION via associating with spa like experience and credibility building campaigns
Palmolive
‘Live the spa experience’
Tagline - ‘EXPERIENCE SPA’
A mid – high income woman who wants to make cleansing a relaxing ‘Live the spa experience’ -Relax, Revive, Rejuvenate
experience & prefer a brand which assures her purity and goodness of Experience the spa at home with nature inspired ranges, the product will be
nature. She is socially aware & active both in offline & online world launched under the tagline - ‘Experience SPA’
Strategy
Premiumisation via SPA like exp. Establishing credibility
1. Certification on products
1. QR code on the product on scanning will show the
2. Spa focussed communication
product description
3. Strategic bundling – bundle with small sachets of bath
2. Online blog – ‘Living the spa experience with
salts or Eva puff –to give premium & spa-like feel QR code on product
Bundle with
Palmolive’
Eva puff
4. Extension of brand and product line
3. Immersive marketing
4. Nature adoption
SPA focused product range
Build trust via immersive mkting, storytelling & QR code on products; Launch TVCs/digi ads, blog, social media campaigns to increase visibility & engage consumer
Campaigns to establish credibility TV commercials / digital ads
1 Immersive Marketing Imagery – focus on bathtub, forests, nature & beauty, essential oils, soothing aura, candles;
#wrap_urself_in_world_of_Palmolive Keywords – softer milder words like relaxing, soothing, de-stress, rejoice, rejuvenate; TVCs – bathing →Spa
Immersive marketing approach taken in (bodywash), washing hands → manicure (handwash), using soap on face → facial/face mask/cleansing
UK can be adopted in India to create
similar experience. Immersive shower
pods were created themed on variants
to create a natural experience
Use
2 storytelling approach - adopt & preserve forests and create a Campaign
“Palm Of Nature”
Spread
Collaborate
with forest
Adopt and
preserve
stories
through
Establish as
nature caring
Play video
communities nature different brand
channels Play the above video on TV Commercial made by us
Palmolive bodywash ad The ad will feature a Spa at home Ad – Have kids at
woman taking shower, as she immerses herself, Ad highlighting Palmolive spa home? Cant go to spa? No, not
Areas which can be adopted she reaches spa in her imagination. This ad will product benefits anymore. Palmolive brings the
1. Bedini Bugyal - Himalayan help consumer to imagine the feel they will get Women dancing after bath as spa experience at home & with
region after using Palmolive products she feels very light & rejoiced
2. Kaas Plateau - Maharashtra your kids
3. Dzukou Valley – Nagaland
4. Yumthang Valley - Sikkim Social media campaigns – my spa experiences Live the spa experience – blog by Palmolive
5. Munnar Valley – Kerala Blog content
These areas are rich in flora and about product
can be targeted to adopt the
target forest. positioning as
spa, home spa
Faces of the campaign tips, product
1. NGOs
Bathtub in forest – to create
ingredients,
Walk to de-stress
2. Environmentalists a connect between this benefits, etc
Nalini Sekhar, Radha Bhatt, Bano campaign & positioning
#My_SPA_gif #Palmolive_moments
Share your best home spa Share your best moments
3 QR Code on products to trace product journey experience & moments with with Palmolive products & Blog
#scan_to_know_your_product journey– a QR code on the us on our SM pages & win win Palmolive spa highlighting
product on scanning will show the product journey in terms of Palmolive spa kits This will accessories. This can be product
ingredient origin. There will be a callout asking to come & visit engage consumer & also shared on any of benefits
farms. increase brand visibility Palmolive’s SM pages.
Play the above video on TV Commercial made by us
Based on comprehensive analysis of Palmolive product range in India & Abroad, we propose a 5 year launch plan for new product categories
Comprehensive analysis of Palmolive product ranges in India & abroad
Category Women’s Men’s Kids Kitchen General Secondary Research supporting product
line decisions
Palmolive Naturals Palmolive Luminous Oils •Anti dandruff •Fashion girl 2in1 •Dish Liquid •Hand Wash
•Spa segment estimated growth ~$750-$800
• Body Wash • Shower gel Shampoo shampoo & •Hand Wash •Hand
million in next 5-8 years, 60% Y-O-Y
• Shower gel • Shampoo •Shower Gel conditioner Sanitizer
• Shampoo • Conditioner •Shave Gel •Kids 3 in 1
•Demand for massage and bath products used in
• Conditioners Shampoo,
spas and professional skincare increasing
• Soap conditioner &
• Body butter-body wash wash
•Spas becoming part of daily routine of not only
•Shower & Bath
Palmolive Body polish Palmolive Gourmet affluent sections but also the middle class
• Body Wash • Body wash No longer luxury reserved just for holidays
Palmolive Thermal Spa Palmolive Body butter Source: Export.gov –Global Healthcare Team
Range & • Body Wash • Body wash
Products •Fragrances- CAGR 16% in next 5 years
Palmolive Aroma moments / Palmolive Ayurituel
Aroma therapy • Body wash •Men's grooming –CAGR 11% in next 5 years
• Shower gel • Hand wash Source: Euromonitor
Palmolive Expertique Palmolive Oil Infusion

• Shampoo • Body Wash New Products to sell under brand
• Conditioner • Body Moisturizer
Palmolive
• Anti-frizz serum • Hand Wash
• Hair mask
Face Wah Face Scrub
• Hair Oil
Body Scrub Bath Oil
Alignment •All ranges in line with positioning •In line with •Spa treatment •Kitchen •Positioning Bath Bomb Bubble Bath
with •Naturals, Body Butter, Body polish can be associated with skin treatment positioning not for kids products not aligned Shampoo Hair Conditioner
•Thermal spa, luminous oils, Aroma Therapy, Ayurituel most suited •Positioning not related to •Associate Serum Face Moisturizer
positioning •Oil infusion, expertique ultra-premium range aligned positioning with Body Moisturizer Body mist
manicure
Decision •Short term- promote Spa, luminous oils, Aroma therapy & Ayurituel
•Long term- Release Oil infusion, Expertique- promote existing consumer
5 year plan for Product line & Palmolive range introductions
Year 1 Year 2 Year 3 Year 4 Year 5
• Continue with existing product Introduce the Luminous Oils Range • Continue with the 3 • Introduction of the Expertique • Introduction of the Ultra
lines Products to include - ranges Range Premium Range Palmolive
• Modify the packaging print- 1.Hair Shampoo, Conditioner & • Focus on gaining “Complete Hair Care Solution” Oil Infusion
emphasize on ‘Experience Spa’ Serum market share • Rationale is to get consumers • Promote as a premium
• Introduce the Men’s range of 2.Bath Oil, Body mist onboard with previous ranges, Spa Experience with
products –shaving gel, shower 3.Shower Gel establish trust in brand & promote complete
gel, shampoo 4.Eva puff bundled with products for them to an ultra premium range • range of spa products
• (high market growth) premium feel
5 Year Promotion & Distribution Plan for Palmolive…
Awareness & Acquisition Purchase & Retention

Particulars 2019 2020 2021 2022 2023
Business model & channel -B2B- hotel chains, hotel aggregator → this will give brand visibility & increase trials -Discontinue B2B, continue with e-commerce & modern retail
distribution - Enter into traditional retail via Copal's existing four-tiered distribution network
-B2C- Ecommerce & modern trade → ecomm will give visibility via sponsored ads
& in modern → end panel can be used to attract consumer, create buzz -Retailers - Use existing channel to reach approx. 14 million retail outlets in India
-Incentivize ground level salesforce
-Add distribution in defence canteens
SKUs & product bundles -Introduce 100 ml travel packs, 10-20 ml packs for hotels, different variants bundling & bundling with bathing accessories (e.g. Eva puff)
-Gifting Spa Kit for Ultra Premium Oil Infusion Range (for a complete @ home spa experience)
BTLs & ATLs -Focus more on BTL and digital campaigns -BTLs activities -Focus only on Digital through social media -Digital campaigns to continue buzz
E.g. Wrap yourself in nature campaign pages, use storytelling approach -Create consumer engagement activity for the ultra
-create a premium aura & spread +ve word Campaign- #MySpaGIF premium launches
#MySpaExperience for introduction -Create WOM for customer referrals -Efforts to promote brand loyalists to the newly
of Palmolive Luminous Oils Range introduced ranges- Expertique & Oil Infusion
(reward winners with Spa kits)
-tie up with beauty bloggers
Others -CSR- adopt forest & create stories -Organize Forest walks or forest tours Tie ups with wellness & meditation centres -Create campaigns to engage consumers e.g. Gift
-QR code on product- share product explaining how Palmolive in helping to host aroma therapy sessions- create a Spa -Experience with Premium Palmolive Oil
ingredient benefits & process how natural conserve forests stories & WOM Infusion Range & tag your giftee
products end up as Palmolive ingredients -Run a digital campaign- Trek to
Destress
Creative End-panel for Palmolive bundled products on Amazon Palmolive Luxury gifting kit Palmolive Gift pack
modern trade
Financial Analysis and Forecasts of the Idea over next 5 years…..
Revenue Estimation of Palmolive Sources –
Particulars 2018-19 2019-20 (Estimated) 2020-21 (Estimated) 2021-22 (Estimated) 2022-23 (Estimated) 2023-24 (Estimated) • Revenue from Moneycontrol
• Palmolive revenue share taken from
Net Revenue of Colgate-Palmolive in India 4,462.43 4,864.05 5,301.81 5,778.97 6,299.08 6,866.00
Annual statement 2018
Expected Revenue of Palmolive presently* 892.00 973.00 1,060.00 1,156.00 1,260.00 1,373.00 Assumption –
Extra Revenue Generation due to plan - 49.00 66.00 87.00 110.00 137.00 • Palmolive revenue % in India taken same
Revised Net Revenue of Palmolive 892.00 1,022.00 1,126.00 1,243.00 1,370.00 1,510.00 as that of worldwide share in Colpal
Personal Care Market Calculation in India and Palmolive's Share

Sources –
Particulars Amount (INR in crores) • FMCG market sixe from shine.com
FMCG Industry in India* 532,800 • Personal care percentage share of FMCG
Personal Care percentage* 22% taken from shine.com
Personal Care Industry in India 117,216 Assumptions –
• Data calculated pertains to 2018 and same
Revenue of Palmolive 892 is assumed for FY 2018-19
Market Share % of Palmolive in India 0.76%
Profit and Loss Statement Source –
Particulars 2018-19 2019-20 (Estimated) 2020-21 (Estimated) 2021-22 (Estimated) 2022-23 (Estimated) 2023-24 (Estimated) • Profit Margin of Colpal taken from their
Expected Revenue of Palmolive presently* 892.00 973.00 1,060.00 1,156.00 1,260.00 1,373.00 annual statement
Present Operating Profit Margin* 25% 25% 25% 25% 25% 25% Assumptions –
• Profit margin of Palmolive taken same as
Operating profit from present cashflows 223.00 243.00 265.00 289.00 315.00 343.00 that of Colpal
Extra Revenue Generation due to plan - 49.00 66.00 87.00 110.00 137.00 • Expenses under different heads taken as
CSR- Adoption of Forest/Garden (10%) - 5 7 9 11 14 percentage of excess revenue
Additional Distribution Cost (5%) - 2 3 4 6 7
Immersive Marketing (5% of Revenue) - 2 3 4 6 7 For detailed primary research and other
relevant documents, click on below link –
Increase in TVC (20% of Revenue) - 10 13 17 22 27 https://drive.google.com/drive/folders/1IV7b
Increase in Operating Profit - 30 40 53 65 82 3oX6qtzHIPQp_n28TA4eQe61x9r8?usp=sharin
Expected new operating profit 223.00 273.00 305.00 342.00 380.00 425.00 g
NPV Calculation of the idea

Particulars 2019-20 (Estimated) 2020-21 (Estimated) 2021-22 (Estimated) 2022-23 (Estimated) 2023-24 (Estimated) Terminal Value Sources –
• Effective tax rate taken from P&L
Increase in Operating Profit (INR crores) 30.00 40.00 53.00 65.00 82.00 861 statement of Colpal (Moneycontrol)
Company's effective tax rate* 32% 32% 32% 32% 32% 32% Assumptions –
Corporate tax rate in India 35% 35% 35% 35% 35% 35% • Corporate tax rate is taken for calculation
Increase in Free Cash flow (CF) (INR crores) 19.50 26.00 34.45 42.25 53.30 559.65 of free cash flow
• WACC = 15%
Present value of Discounted CF (INR crores) 16.96 19.66 22.65 24.16 26.50 278.24 • Terminal Growth rate = 5%
NPV of the idea (INR crores) 388.17
ITC Interrobang
2019
Credits: Abhilash, Himshikha, Raveena Singh & Vikas Jha
MARKMANTRA
TEAM
SKYFORCE
IIM LUCKNOW
Abhilash I
Himshikha
Raveena Singh
Vikas Jha
BORN IN EAST, RAISED IN SOUTH

ALL NEW nimyle is now every household’s
Home cleanliness routine.
TABLE OF CONTENTS
1 EXECUTIVE SUMMARY
Methodology, 4Ps Analysis, Recommendations
2 INDUSTRY ANALYSIS
Viability of Market entry, Market Insights, TG & Channels
3 PRIMARY RESEARCH
Customers’ & Retailers'’ insights, Ad & Product Analysis
4 PRODUCT & PRICING

Comparison vis-à-vis competitors & suggestions
5 PROMOTIONAL STRATEGY
Ads, Communication, brand placement, cost & reach
6 DISTRIBUTION & COST CALCULATION

Cost & reach, financial analysis
Nimyle community
Posts on Social Media Print or display ad Print or Display ad

https://drive.google.com/drive/folde
Executive summary rs/1PjU-srXRqMWxvjPZg-
xwXZXR0wZgiuA2?usp=sharing
The objective of the study was to design a strategy for
NIMYLE in south India to capture 10% market share by
2020. For this a detailed consumer research was done in five
south Indian states. We interacted with customers and
retailers to understand the customers’ attitude towards floor
cleaners & cleaning. Also, Nimyle’s Ad analysis & comparison
with Lizol’s ad was done to see customer reaction. This was
followed by product sampling in TN. We collected a total of
30 videos/audio in the process & interacted with more
than 50 people. Refer google drive link for all details
BASED ON CUSTOMER INTERACTION WE ARRIVED WITH THE FOLLOWING RECOMMENDATIONS:
• Neem is an integral part of culture in Bengal so positioning around Neem was a great idea but
Changes in South
such is not the case in south. Neem is perceived as good, but natural/ ayurvedic products are
w.r.t East
perceived as the best choice. Hence, positioning should be around 100% natural cleaner
• Considerable people dislike neem, so just neem will exclude them. Highlighting natural aspect &
all the ingredients is a better idea; Moreover, Lizol already has a neem variant in the market
• Nimyle is a known product in Bengal so people trust the brand but in south it’s a new product, so
an attractive packaging & mention of big brand ITC will be required to build trust & increase trials
• Placement in regional modern retails as customers in south have more affinity towards them
POSITIONING PACKAGING DISTRIBUTION COMMUNICATION

MARKETING MIX IN SOUTH INDIA
✓ Position as a 100% ✓ Place ITC logo Use existing channel TV – Ads, serials
natural product ✓ Add picture of all the of ITC placement, specific for
✓ Emphasize that all ingredients PHASE 1 -Place in each regional language
ingredients are ✓ Clearly state the regional supermarkets Brand ambassadors –
naturally derived product benefits PHASE 2 -Place in PAN Regional actress &
✓ Show benefits of all natural, anti- India supermarkets environmentalists
ingredients in bacterial, recyclable. PHASE 3 -Place in
communication ✓ Put a pet safe & child brick & mortar stores On ground activities –
✓ Show dual action – safe disclaimer. PRICE for rapid trials
cleaner & ✓ Make the bottle rich Multiplex Ads,
Being a 100% natural newspaper sampling,
disinfectant – no in look by making the
product price to be at Sponsored content,
need of Dettol plastic comparable to
par or above Lizol & Nimyle events in malls
✓ Camphor-fragrance Lizol’s packaging.
Harpic Red
PAUSE & SWITCH MOMENT Attributes Lizol Nimyle
• Lizol is consumed fast, need more Strong parent brand Yes Yes
quantity → Lizol is perceived as diluted Good Cleaning Yes Yes
POP
• Customer feels the need to add Dettol

→ Lizol is not as a disinfectant Kills 99% germs Yes Yes
• Neem is perceived as disinfectant/ Good fragrance Yes Yes
anti-bacterial/ good for baby → image
of NIMYLE Disinfectant No Yes
POD
These qualities can be leveraged to 100% natural ingredients No Yes

position Nimyle as a challenger brand
against mkt leader Lizol Good for baby & pet No Yes
FOR Product sampling was conducted, people used the product only after we explained the benefits.
Some people said they didn’t get mosquitos after sampling & asked for product. These benefits
RAPID can be explained through BTL activities only - sampling in Newspapers, magazines, e-comm
TRAILS parcel, in-store or outside store. Consumer will trust only if they try so ensure max. free sampling
Floor Cleaner industry is moderately attractive but has no WTA* potential; South India has most
TV, movie & newspaper fans; the distribution is dominated by grocery traditional stores (~50%)
Bargaining Power of
Bargaining Power of
Suppliers – Low
Buyer – High Analysis of Floor Cleaner
There are many industry for *Winner takes All
Buyers have many
brands to choose from suppliers for the basic (WTA) potential–
raw materials
• It has low multi-homing &
Industry Rivalry – High switching costs
• It has high network effect
Existence of lots of
institutional and and people are influenced
fragmented small by what their friends are
players in this industry using
• Demand for differentiated
Threat of New Threat of Substitutes– product is medium to high
Entrants – High Medium in this category
The fragmented Some substitutes are The above parameters
market allows new present like phenyl, suggest that the Floor
small players to enter and liquid Dettol cleaner industry is not a
WTA market.
The floor cleaner industry is moderately attractive industry for an
incumbent player as per the above porter’s 5 forces analysis
South Indian Market Insights –
• 31% TV owners in India are from 5 southern states of India as per Business Standard report dated 29th
August, 2018; spend most time on weekdays & highest avg. watching time
• The IRS report 2017 states that nearly 60% of Kerala’s population reads newspapers as compared to
the national average readership of about 16.5% in India.
• South Indians are big movie fans with many film industries like Tollywood, Kollywood & Mollywood
Target Group: Women in the age group of 18-60 years in South India (i.e. when they have the power to
make buying decision for floor cleaners for their homes)
Target Population Calculation as per 2011 Indian census data (All figure are in crores)
States Total Population Sex Ratio Female Population Target Group Population
Tamil Nadu 6.79 996 3.39 1.7
Kerala 3.48 1084 1.81 0.91
Andhra Pradesh + Telangana 4.97 993 2.48 1.24
Karnataka 6.41 973 3.16 1.58
5.43
Channel distribution for surface care Convenience store
Retail value RSP 2018 and %point growth 2013 – 2018 (1.3)
Decreasing Increasing No change
Forecourt (0.3)
Modern grocery
(21) Hypermarkets
Grocery (70.5)
Store based (11.3)
Traditional (49.5)
(86.6) Non grocery Supermarkets
Total retail
(16.1) (8.1)
(100%)
Direct selling Market Targeting Strategy for Nimyle –

(13.3) • Short Term – Target market would be south
Non store based
(13.4) Indian modern trade channels like Sarvana
Internet selling stores and E-commerce channel
(0.1) • Long Term – Target market would be modern
Source: Euromonitor Home care India report trade, e-comm & traditional retail channel
PRIMARY RESEARCH TO UNDERSTAND THE MARKET Click this Google Drive Link to access
In depth AP- 3 audios

interview K’taka – 4 audio/videos 1 5 5
Kerala - 5 audios Group Product analysis AD analysis
20 TN - 8 audios/videos interview videos videos/audio
CUSTOMER INTERACTION- INSIGHTS: Telephonic interaction with traditional
In depth telephonic interview was conducted for 12 customers 3 retailers in Chennai
from each state. The group comprised of pet parents, small • Keep only lizol, Harpic, Domex only
kids/toddlers parents, brand loyalist/switchers. The interview • Stock brands which are asked by
focused on their home cleaning activity, brands used, decision customers
maker, influencers, source of information about new products, • Lizol is fast moving, Domex is slow
• In most cases, the lady in the house is the decision maker
• Lizol does not give high margins
• Influenced by the other women’s experience in making choice
• Lizol is successful due to its fragrance
• Only product trial can help in getting the feel of the product
and variety; Domex lacks in variety
• Relatives in Kerala use local brands as maids use excess qty
• Get offers only on larger SKUs
• Uses Phenyl & Dettol combination or Lizol & Dettol
• Companies give us discount initially
• Try a new product only if it is affordable, efficient and useful
but only if we show good sales figures
• Lizol is better than Domex as Domex smells stronger like acid
to them
• Lizol is perceived as diluted; used for occasional cleaning
• Get extra margins for displaying brands
• Domex has a strong hospital like smell
throughout a period; Lizol doesn’t pay
• People use different cleaners for different types of floorings
• Sales of Natural product is fast
• Maid’s choice impacts the cleaner purchase by the consumers
• 300ml & 500ml are fast moving SKUs
• Kids have a say (color, appearance) while picking such products
• Not aware about Nimyle
• People are going for organic products
• Neem is perceived as very good esp. for kids, antiseptic
• Maid’s preferences for floor cleaners varies with sophistication
NEGATIVE REVIEW– NIMYLE -Mahalakshmi, Bangalore
‘We used it once & my servants asked me not to buy it next time.
Even I don't find it authentic and it was oily despite mixing with
water. I got giddiness because of smell and it was too strong.
I purchased it because neem, it is hygienic and can help in
reducing mosquitoes at home. I didn’t feel it’s a good product.
Didn’t buy it after that. But I would probably buy it again if it is
Telephonic group interview
modified along with packaging.”
AD analysis & comparison with Lizol ad by customer PRODUCT ANALYSIS BY CUSTOMERS
• Product is good. Neem • Packaging looks like cold drink
is very good, has bottle. Lizol has a more modern
antibiotic properties, feel. It is not handy. Neem smell
so product will be is not appealing to me.
good. No side effect Lemon or another fragrance
unlike chemical. It will along with Neem would be a
be worth especially better choice.
with kids at home. • Smell is good, little bit like
• Lizol ads are more modern than Nimyle; can be made Dettol. Effervescence is coming
modern to resonate with customers rather than been as soon as the liquid is mixed in
traditional. water unlike lizol. Cleansing
• Could not recognize if the product was from ITC wise it is working well. Packing
• Could not get if it was a neem based product is not appealing nor attractive to
• Some like the ad, said liked because it is a natural me. It could have been more
product but could not get if it’s good for baby modern. It appears like Phenyl
• Many saw the ad for first time, could not tell the bottle. I would prefer a bottle
product benefits after ad with handle.
Change positioning to ‘100% natural product’- highlight benefits of all ingredients, not just
neem; change package, mention ITC on it to make it credible; increase price- match Lizol
PROBLEM WITH CURRENT POSITIONING POSITIONING (100% natural & eco-friendly floor cleaner)
The product pack says ‘herbal’, while VALUE PROPOSITION
events focus on 100% natural aspect; A 100% natural floor cleaner derived from all natural ingredients
Neem is integral of Bengali culture → – Neem, camphor, pine, soya; has dual action – cleaner %
more acceptance of product while such is disinfectant; natural fragrance - freshness & chemical free;
not the case in south India; Some people ensures good health for baby & pets; gives freedom to moms to
do not like neem, may reject product leave kids on floor; helps families to stay with their traditions
TARGET GROUP
A mid to high income customer who seeks a natural home cleaning product
Pet owners Families with infants Culturally rich families

Pets stick their tongue on Toddlers who crawls, eats, licks on Families who believe in
floor & pet homes demand the floor 60% of the time. Need Sukhasana, sit & eat on floor
extra cleanliness in summers. Phenyl free solution & want anti-bacterial floor
Product does not have a visual appeal & does not look like a high-end product; we suggest change in
product package, mention of ITC on bottle + ingredients & product benefits; price it similar to Lizol
CONSUMERS’ INSIGHTS ON PRODUCT SUGGESTIONS FOR PRODUCT PACKAGING
• Most of them could not trust the product • Change the bottle shape – it is not
at first glance & felt it is a local brand very appealing
• Could not believe when informed that it • The product should boldly convey
is from ITC as there is not mention of ITC that its 100% natural, derived
• Most of them could not guess that the from neem, contains goodness of
product is neem based on first glance, camphor & other essential oils
said it may be herbal as mentioned • The ITC logo should be placed on
• Majority like the product qualities, product so that people will be
were convinced that it is a natural only able to connect & trust easily with
after explaining the composition the product
• There should be natural
COMPARISON v/s COMPETITOR’S PACKAGING
ingredient’s illustration on product
• Consumers feel Lizol & Harpic Red look
good in washroom v/s Nimyle Launch special variants – kids & pet owners
• Lizol has a 99.9% germ kill tag which Nimyle brown: all-
helps them in last min push. purpose 100% Natural
• Lizol Green has a NEEM picture on it cleaner, safe for pets
whereas Nimyle doesn’t exhibits its Nimyle Pink: Pink color
camphor, neem & soya properties. packaging & sweet smell
• NONE of the brand states pet & specifically designed to
child safe on their cover. attract the moms of 0-5
• Surface/Floor cleaner not clearly put years of kids.
on NIMYLE
CHANGES IN PRICING: Brands SKU PRICE(Rs.)
It is priced lower than Lizol; Natural products are
generally priced higher than chemical products NIMYLE 1L 119
If priced lower → perceived as cheap brand, not go good LIZOL(green) 975ml 170
esp. in case of moms of infants –they do not want to
take chance & want everything best for baby HARPIC RED 1L 155
So, pricing should match the brand which is perceived as PATANJALI 1L 59
the best in the market, we suggest PERCEPTION PRICING,
price same as LIZOL or higher SUNNY 1L 200
Promotions should highlight 100% natural ingredients & dual action; south has large TV &
movie fans –place in TV shows, Ads, Brand ambassador – actress & environmentalist & BTL
Brand • 100% natural cleaner • Acts as both cleaner & disinfectant
message • Contains neem, camphor, soya & pine oil • Best for baby & pet
COMMUNICATION STRATEGY
Brand As per BARC report ,south has high TV reach & women are TN – Nandini, Big Boss Tamil
placement in influenced by peers. So to get them talking on Nimyle, the AP – Agnisakshi, Silly Lalli
reg. TV product will be placed in the TV serials for each language. Kerala – Badai Bungalow
shows K’taka – Jabardasth, Meelo
✓ Ads featuring products components & benefits; TN – Sun TV, Star Vijay, Zee
✓ Avoid dubbing & keep diff. storyline for each state; AP – Maa, Gemini, Cinemalu
TV ads
✓ Ad should be modern to resonate with TG; Kerala – Asianet, flowers, MM
✓ avoid mainstream south Indian ads K’taka –Colors super, Udaya
Brand should have to form a better connect with Nimyle TN – Sneha
TV actresses each state
• We propose to assign regional TV
Brand actress in AP – Anushka Shetty
ambassadors Environmentalists to create an image in
• Also sign environmentalists Kerala – Nimisha Sajayan
customers’ mind that the brand is 100% natural K’taka – Nidhi Subbahiah
On ground Sampling –Newspaper, magazine, outside movie halls, in-
Manorma, Vinitha, Grahalaxmi
activities store; free spray bottle; free sample on e-purchase
IDEAS FOR BRAND PLACEMENT AD STORYLINE
1. Female lead will ask mother in law to buy Mom explains to other
NIMYLE & explain reasons why it is good mom – why her kids
2. Female lead will ask her husband not to never fall ill as she uses
buy normal cleaner but 100% natural Nimyle for cleaning;
neem based cleaner – NIMYLE bring real people
3. Lead female gets an invitation to attend Other cleaners vs Nimyle Dadi ma ad – towards end
NIMYLE event & then she tells everyone ad - show all benefits she will talk about product
about Nimyle & asks to switch to it – this 100% natural, fresh notes composition – neem, Kapoor,
should be done for all 4 languages disinfectant, eco-friendly, 100% naturals
4. Guests are coming, LadyON asksGROUND
to clean ACTIVITIES FOR TRIAL GENERATION
with Nimyle to make it best – regional
EVENT RATIONALE IDEA &IMPLEMENTATION COST REACH
Newspaper efficient way of reaching Send pouch of NIMYLE required for
sampling max. homes at right time one cleaning routine & pamphlet; 1.05 cr 35 lakhs
(Kerala) ensure availability in nearby store
Magazines More informed customer, Sponsor content to inform customer
sampling to be informed before send sample; Use regional language, 12 lakhs 4 lakhs
(All 4 states) making decision women focused magazines
Movie halls TM & AP - movie fans Ads in multiplex & sampling in mall 8 cr 2 cr
Stalls in malls people trust brands when Conduct Nimyle events in mall &
50 lakhs 10 lakhs
they see results Put pods to create immersive exp.
In store sampling – Put standees to give info, ask sales guy to explain benefits to
60 lakhs 20 lakhs
customer; educating at the point of buying decision with encourage sales
Free spray bottle (for 10,000 buyers in South India selected from lucky draw) –
2 lakhs 10 lakhs
highlight it as multipurpose cleaner; freebies – impulsive buying
Free sample on online purchases – can be done on Big basket, Grofers, Amazon 60 lakhs 20 lakhs
Initially place the product in reg. modern retail & support by BTL as consumer is req. to be
educated; then place in other modern retail & trad. Channel; leverage ITC’s channel
WTA Potential
Use Omni-channel distribution
-Leverage ITC existing channels. Yes No
-Product is a new → educate customer → place in Free Rider Issues Yes Nimyle
modern retail supported by BTL activity in Distribution No
The above table shows that since distribution
PHASE 1 -Place product in regional supermarkets chains
channel for this industry has free rider issues
PHASE 2 -Place in PAN India based supermarkets
i.e. if ITC collaborates with a 3rd party for
PHASE 3 -Place in traditional brick & mortar stores
distribution of Nimyle across southern states,
Some suggested stores –
then that party might help its competitors in
AP-Own Basket, Luri, Grand, Ratnadeep,
the future.
TN-Laxmi, sarvana store, D mart, Sri Murugan, Shri Kannan
Hence, ITC should leverage its own distribution
Dept. store, Niligiris, Heritage food chains, Vijaya Mall
channel for Nimyle as it has 2 advantages –
Kerala-Daily Choice, Varkeys retail
• Lesser cost of distribution
K’taka- Anmol, More, MK Retail, Maple,
• Avoidance of free-rider issue
Product is best for baby & pets – launch variants for them; baby/pet parents search for natural products
they will switch to NIMYLE; promote via precision marketing – place in pet/baby stores, use influencers;
Distribution strategy Promotion & communication strategy
TN-Classic Pet House, Shaggie, Mini Ad – dogs licks the floor while Run on – OTT, SM (not on
OWNERS
Kerala- Sindhooram, Hello pets eating → falls sick → goes to vet TV)– costly; may cause
PET
K’taka-Glenand, Max, Metropets → vet says because of chemical floor confusion); Influencers –
AP-Swathi, Royal Canin, Aarthi cleaner & ask to switch to Nimyle; pet stores & vet clinic
TN-baby care, bornbaby, neil n nikki, Mini Ad – baby playing on floor, picks Run on – TV, OTT, SM;
PARENTS
INFANTS
Kerala-Baby Care, Popeye biscuit & eat→ falls sick → calls doctor Influencers-docs & med.
K’taka-JustBorn, NewBorn, Baby Hug → he says because of chemical floor Stores -product review;
AP-Just Born, MenMom, Khushi Baby cleaner & ask to switch to Nimyle. Sponsor content in blogs
’
COST & REACH: This project will require a budget of 51 crore & will be able to reach 12 crore customers
REACH Year 1 Cost Year 2 Cost Year 3 Cost Year 4 Cost Year 5 Cost
TV Ads + Brand
8 crores 30 crores 35 crores 40 crores 40 crores 40 crores
Ambassadors
Placement in TV
1 crore 2 crores 2 crores 2 crores 2 crores 2 crores
Serials
On ground activities 3 crores 11 crores 11 crores 11 crores 11 crores 11 crores
Product Variants - 5 crores 6 crores 7 crores 8 crores 9 crores
Packaging Changes - 2 crores 2 crores 2 crores 2 crores 2 crores
Distribution cost - 1 crore 1 crore 1 crore 1 crore 1 crore
TOTAL 12 crores 51 crores 57 crores 63 crores 64 crores 65 crores
Assumptions: WACC = 10%, Terminal Growth Rate = 6% and Initial Capex = 500 crores
Particulars Year 1 Year 2 Year 3 Year 4 Year 5 Terminal Value Total
Annual Revenue (Cr) 2000 2260 2554 2886 3261 - -
Revenue of South Indian states 1400 1582 1787.8 2020.2 2282.7 - -
Expected Nimyle Market Share 0.05 0.0625 0.075 0.0875 0.1 - -
Nimyle Revenue (Cr) 70 99 134 177 228 - -
Expenses from above table (Cr) 51 57 63 64 65 - -
Other expenses (Cr) 25 31 39 49 61 - -
Nimyle Operating Profit (Cr) -6 11 32 64 102 2703 -
Present Value (Cr) -5 9 24 44 63 1678 1813
Present value of inflows = 1813 crores Capex at Year 0 = 500 crores NPV of Project = 1313 crores
Flipkart Wired
2019
MARKMANTRA
Team Name: Team Heisenberg
College Name: IIM Lucknow
Network Models Benchmarking Logistics Model Channel Implementation Success Evaluation
OMNI
Channel
Region
Hyperlocal
wise Network:
Flipkart’s Logistic Model network Zomato
Comparison between Flipkart's existing channel
The Inefficiencies of the existing Flipkart’s model will The new omni channel will be a combination of hyperlocal network ,Flipkart’s existing
be answered by the new OMNI channel channel and self picking up of orders at physical retail shops
Network Models Benchmarking Logistics Model Channel Implementation Channel Implementation
OMNI Channel overview
Landscape:
Online sales – $32.3 bn consisting of
17.7% of industry revenue
Offline sales - $180 bn consisting of
82.3% of industry revenue
Benchmarking with, Hyperlocal network of Grofers (Prior to 2017)
Primary research
Interacted with
employees:
Finding its inefficiencies which lead to failure of Hyper local model:
➢ Supply chain
manager Grofers
Grofers Hyper Local Model ➢ Supply chain
(prior to 2017) Flipkart’s New OMNI Channel ensures: analytics- Engineer
Now they pivoted to a) inventory visibility b) speed of delivery (Who worked before 2017)
c) channel specific process d) ease of return
Present Last mile Logistics Model of FLIPKART From delivery hub, delivery to zones is Truck loads received to Delivery
scheduled on daily basis. hub in 2 shifts:(4:00 to 6:00 hrs.) &
(13:00 to 15:00 hrs.).
Assume, for each zone one wish master is assigned for one shift. So total 100
The hub covers wish masters will be required for 1 day (2 shifts)
area with
radius ~ 6km
Shift 1 Shift 2
Designed New OMNI channel For FLIPKART Integrating Delivery Hubs and using gig economy for hyper local deliveries
The hub covers

area with
radius ~ 6km
Selecting category for Designed Model Application of Hyperlocal structure for Application of Hyperlocal
➢ Flipkart should identify channel- behavior- product relationship Meat delivery structure for Pharmacy
➢ Along with rectifying supply chain inefficiencies
➢ Backed by primary conducted(survey with 180 respondents)
Complex caveats
Existing e-commerce orders per day

Zone distribution Tier 1
Total Population 12476000
Total Area (in Km2) 709
Total No of Delivery Hubs 20
Population Served Per Delivery Hub 623800
Total Area Served by a delivery hub in Km2 35
Maximum Distance to be travelled by a wish
master (Radius of the Zone) 5.6
No of Daily orders/packages purchased through
ecommerce per 1000 customers 10.0
Total Orders in Bangalore 124760
Assumptions:
Flipkart Share of total Orders (considering 51% City Considered is Bangalore
market share for flipkart) 63628 Flipkart Pickup stores not considered
Orders Allocated to a particlular Delivery Hub 3181 Hyperlocal orders considered only for following
On an average no of wish masters in a categories: Groceries, Electronic appliances,
particular delivery hub 100 Apparels, Pharma, Frozen foods
On an average no of packages delivered by a References taken:
Big basket orders per day across india 65000
wish master 32
Grofers orders per day across india 200000
Extra Orders Due to Implementation of Hyperlocal OnmiChannel delivery CAGR in retail sales 31%
Timeline of Implementation
No of retail stores across India
6 months
50000
12 months
51000
18 months
52020
24 months
53060
For Bangalore:
No of retail stores in bangalore 3333 3400 3468 3537 Total Wish masters needed for
Total no of retail stores onboarded for
Hyperlocal Omnichannel delivery 133 272 555 1132 hyperlocal delivery – 600
Total no of orders placed in India 9000000 9900000 10890000 11979000
Total no of orders placed in Bangalore 600000 660000 726000 798600
Cost for training wish masters for new
Market share of Flipkart
Total orders delivered by flipkart
2%
12000
4%
26400
8%
58080
16%
127776
app usability– 600*200 = Rs.60000
System Upgradation costs - Rs.10000
So total capex for Bangalore = Rs. 70000
Tata Steel
2019
MARKMANTRA
Overview Applications – Growth in procurement Composites (End use industry)
3000
Advanced ceramics provide perfect solution and a cost-
effective, high performance alternative to traditional Advanced ceramics are highly used in Medical,
materials such as metals, plastics and glass. Automotive, Defense, Electronics & electrical industries 2000
Properties → Increasing demand from emerging markets.
1000
High Hardness Biocompatibility
Insights: 2016 2017 2018 2021
Physical stability Superior electrical properties Growth of the total procurement of advanced ceramics is 5.8% Home appliances Power grids
Extreme heat resistance Highly resistant to melting, bending Medical industry and consumer electronics – High growth rate Medical devices Mobile phones
of Advanced Ceramics others
Chemical inertness Wear and corrosion resistant
Market Size
Market Market Analysis Present market size of $12-13 bn
attractiveness Market size growing at a CAGR of 5-7%
Growing demand for ceramics in energy &
Drivers
power applications Profitability
Players into the technology have good
High cost, issues related to recycling, high profitability (EBITDA 15~20%+).
Constraints
customization requirement from end users
Growth Strategy
Incorporate low cost technologies, increasing r&d,
Opportunities Through partnership with Tier-1 or Tier-2
standardization of ceramic composites production
player followed by acquiring an existing
Slower adoption in newer applications, Tier-2 player;
Challenges
concerns about reparability and recyclability Impossible to grow organically as technology
Competitor Analysis
is only available through existing players.

CeramTek GmbH CoorsTek Co. 3M Company Other Competitors include:
Germany based with 36% revenues Manufactures and supplies critical components & 3M Company earns 13% of revenues from Kyocera Corporation,
from medical applications complete assemblies to many industries like healthcare healthcare segment. It also announced a merger Murata Manufacturing Co.,
Expansion into technical ceramics Developing cutting components, electro-surgical devices, with Ceradyne. Gained technological innovation Morgan Advanced Materials,
production ceramic labware & precision measurement components for advanced ceramics in medical space Enrg Inc. & 3m Company
Executive Prospective Advanced Go-To-Market Strategy

Financials
Summary Materials Ceramics Strategy Timeline
Overview Competitor Analysis Growth Strategy
Graphene is extracted from graphite ore, it is 100 times There are very few competitors in this Inorganic Growth – Joint Ventures (JV)
stronger than the strongest steel, density much lower than market in India, some of the major The best way is forming joint ventures with
steel. Major products of Graphene – Graphene oxide & leading graphene manufacturers KNV’S
Graphene Nanoplatelets
competitors are Avansa – offering direct
incorporation, Applied graphene materials,
material sales, BT-corp – offering lab-scale Graphenea
High thermal conductivity High electrical resistivity graphene, AdNano technologies, KNV Organic Growth – leveraging strength of TRL
High strength & hardness Toughness & Flexibility incorporation, United Nano Tech Innovations krosaki, Tata advanced materials
Market Size Applications
Global Market
APAC countries are major growth drivers due to rapid growth in energy and electronic industry
Market Size
potential $45 Mn Electronics Energy Composites & coatings
$250
CAGR – 35% Flexible, stretchable devices Improves energy capacity & Nanolaminates, corrosion
$200
High-frequency electronics charge rate in batteries protection, lubricants
$150 Europe global market
Heat dissipation nanoelec devices Graphene electrodes – solar cells Membranes
$100 share – 20%
$50
35% Biomedical Technologies Sensors Gas barriers – food packaging
APAC global market
$- Bioelectronics (Bionics) Targeted Explosive detection, Biosensor, Water distillation & desalination
share – 35%
2018 2022 Drug delivery Bio-imaging Selective gas sensing, Env monitoring Separation of organic solvent
Porter’s 5 Forces
Growth Drivers: Rapid urbanisation & high economic Restraints: High cost of raw materials when compared
Threat of Bargaining power growth, Increase in electronic and energy industry to traditional raw materials || High processing costs
substitutes of suppliers Superior mechanical and physical properties increases when compared to old processes || Needs high
Moderate Low - Moderate applications across sectors investment in new technologies
Intensity of Rivalry
Low Challenges: Need for continuous improvement of Opportunities: New technologies to manufacture
Threat of New products resulting in High research and development costs improvised and technologically advanced products
Bargaining power
entrants Requires highly skilled workforce || high labour costs Huge number of patents which can be bought for
of customers
Low for training || high attrition rate of workforce industrial application
Moderate
Executive Prospective Go-To-Market Strategy

Graphene Financials
Summary Materials Strategy Timeline
Overview Overview Applications
Drivers: 1. Aerospace and Defense
A perfect choice for numerous aerospace and defense Constraints:
Increased use of carbon fibre in 2. Automotive
applications as they provide strength, endurance, and High cost of carbon fiber as
Aircrafts body Increase in 3. Civil Engineering
stability. compared to traditional metals
demand of fuel efficient vehicles. 4. Marine
Increasing use of carbon fiber in aircraft, coupled with the Production capacity limited and
Focus on electricity from 5. Pipe and Tank
increasing number of aircraft launched in the market, insufficient
renewable resources 6. Wind Energy
annually, is expected to provide a huge growth opportunity.
Fastest Growing Market: Asia Pacific Opportunities: Threats: Porter’s five forces
Largest Market: Europe Finding applications in new Major breakthrough in research
The market for carbon fiber is expected to register a sectors, high potential still not done Threat of Bargaining power
compounded annual growth rate (CAGR) of 12.07% during Growing demand from emerging To produce low-cost carbon fiber substitutes of suppliers
the period, 2019 – 2024 markets composites for large volume Low Moderate-High
Intensity of Rivalry
High
Market Size Competitor Analysis Threat of New Bargaining power
entrants of customers
Market size is estimated to be USD 4.7 billion in 2019
Major Players CFRP Market Concentration Low Moderate-High
North America: 39.3% 1. Hexcel Corporation Consolidated
(market
Region
Share)
Asia Pacific : 21.4% 2. Mitsubishi Chemical Carbon Carbon Fiber The market is attractive and there is lot of scope in
wise
Europe : 33.4% Fiber and Composites Inc. many industries.

ROW : 6%
Market
3. SGL Carbon SE
4. Teijin Limited
5. Toray Industries Inc. Fragmented
Growth Strategies
Organic: Inorganic:
New Product and Tech Mergers and Acquisitions
e.g., Teijin Ltd, SGL Group e.g., Toray Ind, Formosa
Expansions Corp JV/Collaborations
e.g., Toray Industries, e.g., Teijin Ltd., Mitsubishi
Mitsubishi Rayon Rayon

Polycarbonates Financials
Applications – Growth in procurement Polycarbonate Market share- by End-user
Overview
Industry (Global)-2019
Polycarbonate (PC) is one of the most used consumer materials, ❖ The resin finds applications across a wide range of Automotive &
both in reinforced & unreinforced forms. Introduction of industries that include automotive & transportation, transportation
reinforcement improves mechanical and other properties . construction, packaging, consumer goods, and 15% Electrical &
Properties medical devices. 40% Electronics
10% Construction
Completely recyclable polymer Good electrical insulator ❖ Growth in procurement:
➢ Key drivers for this market will be increased 5%
Great tensile strength Can easily blend with other resins Medical
demand for ETP in End-User Industries 30%
Easy to fabricate & machine High heat resistance ➢ Increased procurement in defense and
Aeronautical industry Others
High impact strength Wear and corrosion resistant
65% of the growth comes from Asian pacific counties.
Market Size Market Analysis

The global polycarbonate market is expected Porter’s five forces
to reach USD 25.37 billion by 2024 Growing demand from construction, electronic
Drivers Threat of Bargaining power
The polycarbonate market is expected to industry & popularity against conventional materials of suppliers
substitutes
grow at a CAGR of 5.39% during the forecast Moderate Low - Moderate
period of 2019 – 2024. Volatility in raw material prices, High Intensity of Rivalry
Constraints
technology advancements High
Profitability
Threat of New Bargaining power
Players into the technology have good Unique applications in automotive glazing and
Opportunities entrants of customers
profitability (EBITDA 22~30%+). electrical & electronics Moderate
Low
Market Structure Not scratch resistant & costly compared to glass The market is attractive and there is lot of scope in
Challenges
The market is concentrated with 1-5 major & plastics. Mfg best quality need high costs many industries.
players occupying the larger market share
Competitor Analysis
Growth Strategy
Rise in M&A activities, capacity expansion & The global polycarbonate market is consolidated, with the top five companies accounting for almost 80% of the global production
product development are major factors that capacity. The major companies include Covestro AG, SABIC, Mitsubishi Engineering-Plastics Corporation, LOTTE Chemical
boost market growth in the period 2020-2024 CORPORATION, and Teijin Limited, among others

Polycarbonates Financials
Udaan - 2019
MARKMANTRA
IIM Lucknow Team Enigma
R Bala Gopal Naik Konda Dheeraj Reddy Govada Komal Prem Sai
Standard Food Supply Chain
Farm
Aggregator Mandi Processors Distributors Wholesaler Retailer Consumer
Produce
Udaan Supply Chain Procurement will be

done from processor 3rd Party Carrier
or distributor
Quality check: High Delivery times: If there are return orders: Loss of Information:
Inefficiencies in Quality of commodities Small retailers don’t stock High transportation costs Information of Stock outs
the supply chain in each order cannot be much and have instant are incurred on the order and damages at partner
checked by Udaan. stock requirements mills is not arriving quickly
Processor
3rd Party Carrier
Retailer
Quality check High Delivery times
Quality of commodities in each order cannot be Small retailers don’t stock much and have instant stock
checked by Udaan requirements
Stakeholder 1: Udaan: they will loose the trust Stakeholder 1: Udaan: Since it is a marketplace model the
of retailers products that are delivered from the suppliers might take 2-3
days for a distantly located supplier
Stakeholder 2: Retailers: They can loose the
business opportunity since customers might not Stakeholder 2: Retailers: they might get effected by longer
buy delivery times since the opportunity cost is high for lost
customers
Reasons: Quality check of the staples is a time
consuming and complex process. Staples can Reasons: Since the delivery time is more compared for retailers
easily be adulterated buying them selves from wholesaler, they might not prefer
udaan.
Bottle neck: Udaan cannot check the quality
every time for all suppliers since the 3rd party Bottle neck: instant deliveries are not possible with a market
carrier is delivering the products to retailers place model since the products are collected only after the
order by 3rd party carrier.
Processor
3rd Party Carrier
Retailer
Return orders Loss of Information
High transportation costs are incurred
requirements Reduction in the transparency of Information about Stock
outs and damages at partner mills
Stake Holder 1: Udaan: It have to bear the to-and-
fro transportation costs if there is a return order. Stake Holder 1: Udaan: As there is a lack of information flow
supplier listing happens even when there is an
Stake holder 2: Retailer: Retailers effort of accident/emergencies. Udaan will miss out on lot of
checking the stock and returning will create lot of precautionary measures
fuss. There will high opportunity cost for lost
business Stake holder 2: Retailer: This will lead to increase in return
of orders and reduce the customer trust
Reason: The product quality is not up to the
expectation. Reason: Because the logistics is handled by 3rd party there is
less information flow. Vendor managed inventory model or
Bottleneck: Reverse logistics is not cost efficient inventory based model have high information transparency.
since the returns are from different locations, And also having a SAP support to communicate will increase
economies of scale in transportation can not be the information flow
met
Buying behaviour of various customers
Kirana Shops Hotels, Restaurants & Caterers Institutional Buyers

❖Buys perishable products on day to day ❖Purchase is done from approved ❖Price sensitivity is low for institutional buyers
basis suppliers ❖Focuses on Quality while choosing a vendor
❖Maintains low level of inventory ❖Maintains a good level of inventory ❖If all vendors are providing same quality,
❖Goodwill in terms of quality sufficient for 3-5 days then price is taken as proxy
❖Inventory management ❖Focuses on price while choosing a ❖Timely delivery
❖Because of space constraints stock-outs vendor ❖Information Transparency & convenience in
may happen ❖On-time delivery is important paper work
Major Concerns
Quality &
Price Timely delivery
adulteration
Udaan private labels can solve the major concerns of various customers, as Udaan is directly collecting from processors it
can provide staples at lesser than competitor prices, at the time of procurement quality check can be done from
processor, as Udaan is shifting from market based model to inventory based model delivery on time will be possible
New Supply chain for udaan
Process of
Analysing Staple
Establishing markets which
Identify have less
Private
Processors Distributors Wholesaler Retailer Labels
inefficiencies in
the supply chain
margins, less
known brands,
sold in high
volumes
Procurement will be done from processor or

distributor 3rd Party Udaan Packaging
Staples which
Challenges Advantages have high quality
variation
❖More Inventory
❖Economies of scale Increase in supplier loyalty
❖Warehouse management
❖Transparency in information flow Financial
analysis-Forecast
future revenues
❖More labour & find break
❖long term survival (economically sustainable) even point
❖Cannibalization
❖Increase in bargaining power
❖packaging cost Final staple
❖Quality check can be done at the time of selection &
giving brand
❖Transportation cost name, designing
logo & packaging
purchase
Branding and
❖Competition from others Promotions
❖high power of control over business
Brand World Brand communication
❖Brand world is the combination of all the touch points which ❖Creating brand commercials and focusing
represent the brand as a whole like logo, taglines, on quality
advertisements, products, public presentation and ultimately ❖Creating a website with good interface and
the idea the brand stand for. having customers testimonials
❖Having quality certification
❖Being consistent on all fronts and on all platforms helps the
brand to resonate with its target audience.
Customer Perception
>
customer expectation Brand positioning Brand positioning
❖Udaan as symbol in middle of packaging as ❖Positioning Udaan private label as hallmark
a symbol of trust of quality at a competitive pricing;
Customer ❖Leveraging the brand and image of Udaan
Satisfaction
Positive customer Challenges in branding Brand awareness

attitude
❖High competition from local players and ❖Buys perishable products on day to day
unorganised market basis
Repeat ❖Market is largely unorganised and branded ❖Maintains low level of inventory
Purchases
segment makes very less share roughly ❖Goodwill in terms of quality
around 20% ❖Inventory management
Preference & ❖Price sensitivity of Indian customers ❖Because of space constraints stock-outs
Patronage
❖Making brand identity may happen
Selecting Staples for Private Labels
Quality Convenience
Imp. Of
Parameters Age of the In-store
Colour/ Look Labelling Packaging Inventory level
Staples staple Handling
Corn Less Medium Medium Less High Medium

Rice Medium Medium Medium High Less High
Wheat Medium Low Medium Low Less High
Maize Low Low Medium Medium Less High
SELECTED STAPLES
Millet Low Low Medium High Less High
Potato Medium Low Low Redundant High High
Cassava Medium Low Low Redundant High High
Meat High High High Redundant Medium Less
Ground nut High High High Redundant Medium Medium
Egg Medium Low High Redundant High Less
Toor Dal Medium Medium Medium Medium Less High
Olive oil Medium High High Redundant High Medium
Coconut oil Medium High High Redundant High Less
Sugar Medium Medium High Redundant Medium Medium
Staple business expansion over an year
Q1 Q2 Q3 Q4
Rice Rice Rice Rice
Toor Dal Toor Dal Toor Dal Toor Dal
Ground Nuts Ground Nuts Ground Nuts Ground Nuts
Millet Millet
Wheat Wheat
GSK - 2019
MARKMANTRA
Digital Channels in Pharma: Future or Fad?
Team Enigma
Click toBala
Gaurav, add Member
Gopal,Names
Komal
ClickIIM
to add College Name
Lucknow
Gaurav Jaiswal R Bala Gopal Naik Govada Komal Prem Sai

Pharma Industry
Industry Trends in India Some Present e-Pharma Global Trend Insights

Globally most of the E-Pharmacies are E-Prescriptions
Indian Pharma Market Size - $17 Bn
governments are globally offering Pill and eHealth
CAGR 15%
supporting e- pack style of records
pharmacies dispensing medicines mandatory.
Market Channel
Offline Pharma 95%; Online Pharma 5%
E-Pharmacy market Use of AI and New York has
E-Pharma Market Size - $0.42 Bn concentrating on automation is allowing completely
CAGR 18.1% chronic and acute pharmacies to banned paper
medicine market bringdown costs prescriptions
Global Industry Trends Key Players in E-Pharma

Top 4 e-Pharma holding 80% of market shares | Total 200 players
Global Pharma Market Size - $1.2 Tn
CAGR 4-5%
Revenue $10M Revenue $13.2M
Founded 2006 Founded 2015
Market Channel
Offline Pharma 96%; Online Pharm 4%
E-Pharma Market Size - $33.6 Bn Revenue $50.7M Revenue $4.7M

CAGR 14.2% Founded 2014 Founded 2015
North America holds major share in Global e-pharma market US, Canada, China, Japan, India are major countries in this Industry
Digital in Pharma: Fad or Future!!
E-Pharmacy Evaluation
Drivers Constraints
Better Patient Communication and increase in their reach Indians buying behavior; in India pharmacy
shop doesn’t only sell but suggest medicines as
well. Replacing can be challenging (trust factor)
Improved diagnostics and adherence; Better control of patient’s
health and more power to aged, outskirt and needy patients
Regulations on e-Pharmacy; whom to provide
license; Fake drugs issues; consumers don’t
Collection of data will make sales practice better, efficient R&D know who is the face behind them
and supply chain, better drug development, and better price control
Third party data breach: Inclusion of third party
Introduction of AI and ML; Provide competitiveness to the pharma may cause the leak of data which is against the
company in the future regulations
Threats Opportunities
Competitions from Tech Giants; Google, Apple and other big
Data Driven Insights: Data collected to gain
tech savvy will try to enter and acquire market
insight into prescribing behavior & patient profile
Fake drugs: Increase in sale of fake drugs with the inclusion of Enhanced reach of Pharma sales representatives
third party sellers ;Increase in vulnerability to influence patients, physicians, & caregivers
Cybersecurity risk: High chance of having data breach of Efficient R&D and supply chain; better price
customer records; Increase in cyber attacks control; edge in operations
Digital in Pharma: Fad or Future!!
What is in there for Stakeholders
What is in there for company What is in there for Patients
More customer reach Data driven approach; Help to aged, remotely living, needy patients
better drug development
Better customer handling Insights into patient

Enhancement in self care by patient, can enhance
behavior
knowledge through online portals
Brand exposure to the patients Better R&D, supply chain Ease in availability of drugs, can place order from a
remote location too
What is in there for Doctors and local pharmacy Better price as better discount are provided to the
customers
Supportive help from Patient satisfaction lead
Tech driven equipment to doctor satisfaction Doctor consultancy at a click
Ease in Treatment to Better availability of
the remotely available patient data; ease in
patients treatment Better communication, better connection, better life
Beside some constraints, the digital platform in pharma industry have really high potential to leverage. It is a future to this sector
Leveraging the Opportunity
Emerging Needs
Business Models
Factors effecting the decision of Model Selection
E-pharmacy
Hub and spoke ➢ Supply and availability is in different parts of the country,
model ➢ there is exclusivity, price variability,
➢ Product delivered by every retailer or manufacture have
Market Based Inventory Based different perceived value
Model Model Hyper local ➢ Supply is widespread in regions
➢ Homogeneity in products offered, Price variability is less
Emerging Customer Profiles Emerging Needs:

❑In this world of hustle and bustle patients ❑Increasing chronic diseases
Franchise based model need medicine on their door steps ❑Change of lifestyle of customers
❑Aged people depend on others for medicine ❑Increase in global economic spending
❑Patients are much less dependent on their ❑Customers searching from
doctors for advice, increasingly able and convenience
willing to take greater control of their own ❑Unavailability of the medicine in the
health local area
Customer requirement for convenience has increased significantly, inorder fulfil the need gap, Hyperlocal strategy
would be essential which provides seamless experiences.
❑ Epharma apps are offering services like Medicines, wellness and health suggestions, in app doctor consultation
(free/paid), lab diagnostics, which initially were just delivering medicines
❑ The delivery options offered are standard delivery (1-2 days) and express delivery (same day delivery)
Leveraging the Opportunity (E-Pharmacy)
Suitable Model Hyper Local Model

Advantages of Hyper Local
Focusing on providing seamless customer experience
Data privacy maintained at high level
Solves the problem of delivery – Providing faster delivery
Collaboration of Pharma industry with E-pharmacy apps

which reduces price of Medicine and increase reach
Can run a franchise based model, who are connected
Solves the problems for exclusive drugs which are less

available. Increases the revenue for pharma industry
Trends following Digital Pharma
1 Entering of Tech savvy in the digital pharma

3 Smart Multichannel Mix
Big pharma is not alone in exploiting pharma digital trends

• Need quality information as well as education
about the disease
Tech Giants moving in Pharma with advanced technology; • Multichannel approach to connect patients
collecting petabytes of data and taking clinical decisions • Most of the doctors and pharma company to go
digital
• Pharma digital solutions: live videos,
interactive detailing and e-sampling
2 Big Data to IOT and Edge Computing

4 AI and ML Advancement
IoT software and services in Pharma by 2020 (expected) Incorporation of AI and ML will provide real time
2486 $
monitoring options and thus latest & relevant data
50% Pharma manufacturers use cloud-based infrastructure Remote control and tracking
Cost
patients’ journey to adjust
savings
IoT can help in data processing and provide better insight and real things
time screening of patients health; SaaS for a quick solution
Unveil individual data preference, making pharma
Quick solutions, can be accessed from any place using any device
marketers able to send adequate information
Trends following Digital Pharma
5 Small, efficient and connected supply chain

7 New perspective of social media
Average number of tweets by pharmaceutical
❑Introduction of digitalization in supply chain will lead to efficient supply 530%
companies gone up since 2013
chain model; with the entire supply chain working under one umbrella
❑Elimination of intermediaries or at least reduction of in-between layers in
No of twitters follower by top industry player in pharma 300%
supply chain; less cost and more efficient
❑Emerging of hyperlocal market – timely supply of medicines
❑Reach to the customer in remote areas; fulfilling medicine needs in odd Social media can be used to deepen relation with
hours customer
6 More control over communication

8 Informed patient
‘Help Patients, Help Doctors’;
Different versions of materials available from different channels
More informed patients about their conditions, the
medication and the improvement in health
More actionable data; more to interpret and understand the market
trend and need Small lines over hospitals and pharmacy shops
Customer interactions tracked, data delivered to the right people – Credible information on-demand, together with the means
with all this happening in a timely way, everywhere the company to deliver it to patients in fast, simple and direct ways
operates
Numbers
Opportunities for GSK
Year 2020 2021 2022 2023 2024
Market share 1% 2% 5% 10% 15%
Revenue in India 0.004 0.011 0.041 0.122 0.272
Additional cost
Third party 0.001 0.002 0.008 0.024 0.054
Own hyperlocal 0.001 0.002 0.006 0.018 0.041
Precision marketing 0.0004 0.0011 0.0041 0.0122 0.0272
All are in Billion USD

Indian Market Global Market
Year Market (USD Billion) Year Market (USD Billion)
2020 25.20
2020 0.37
2021 31.09
2021 0.55
2022 2022 38.35
0.82
2023 1.22 2023 47.31
2024 1.81 2024 58.36

More Regulations Needed!!
2. A check on third party

1. A check on digital and social media
platforms
With more exposure comes more
vulnerability, with more data comes more
People often trust what they read no
leakage.
matter whether it’s proven scientifically
or not. Pharma companies should not be
The third party should be restricted to any
allowed to join any conversation simply.
type of data breaching involvement, the
patient data is considered to be very
Data filtration can help.
sensitive.
4. A check on fake prescriptions

3. A check on fake medicines
Before availing the drug to the patients,
Many e-pharma companies are running
the company sales representative or the
without any proper authentication. The
local pharmacy should ensure that the
exposure of duplicate medicines can be
prescriptions uploaded online by the
proved so fatal for any patients.
customer is not fake.
A regular investigation of the drugs sold
A physical check, if possible, during
by e-pharma is needed.
delivery can help.
Summary
The digitization in the pharma industry is It would take time & effort to transform
not just a fad, it has future available. buying pattern of customers in pharma.
With the penetration of mobile and internet even in the outskirts of The matter of trust play a very dominant role for the pharma
big cities, there is always a demand of ease in buying anything. customers. They want to know the face behind the selling of
the medicines.
With the access through e-pharma, the patients can conveniently
order the medicines without bothering about the time or distance The association intervention with some assurance of originality
can help
Specific regulations to restrict selling of

Digitization of pharma will help to reach &
duplicate medicines & to avoid unauthentic data
understand specific needs.
over social media.
Collection of real time data using AI, ML or some social media Introduction of digitalization in pharma sector lead to
responses would help in tracking the patients help most. This will mushrooming of e-pharma industry. Out of 280+ such
not only ease the doctors, but also the pharma industry will have industry, many are working without any regulations or
chances to proc\vide better medicine with improved data driven authorization. Moreover, a check on distribution of sensitive
research. data is needed.
Xiaomi
MARKMANTRA
Category Selection Product Selection Consumer Insights Marketing Strategy
Category Selection
Methodology
External Market
conditions
Market attractiveness- comparison
Present Indian ecosystem

is suitable for smart home
products
Xiaomi Should choose the Smart Home category. Because:

➢ Market is attractive; high margins, high CAGR
➢ Xiaomi’s competence in IOT based devices
➢ The Present Smart Home market is similar to the smartphone market when Xiaomi disrupted.
➢ Present devices are highly priced; lot of untapped market Smart Home
➢ Category Chosen
Xiaomi can play the price game again and can disrupt the market again!!!!!
Category
Sub Categories under Smart Home Products
Sub Category A Sub Category B Sub Category C Sub Category D Sub Category E Sub Category F Competitor products
Decsription Energy Mgmt Comfort & Lighting Home Entt Control & Connectivity Security Smart Appiances
Smart speakers(Amazon Echo),
Automated Connected Remote Controls,
honeywell,Godrej, Phillips, Smart Switches, control and Ineteret connected smart
Products Heating Control streaming devices (Amazon Fire Security Cameras, Motion Sensors
Syska,Xiaomi communication units appliances (Large and Small)
& Timers TV stick)
(Hub/Gateway)
Market Size in INR Cr(2019) 348 1,157 1,413 2,009 1,981 5,098
CAGR till 2023 (%) 43 50 40 48 40 42
Market Pentration (%) 0.3 0.9 0.5 1.2 0.5 1.0
Honeywell,Godrej, Phillips, Amazon, Google, Bosch,Daikan, Xiaomi,Godrej, Vantage, LG, Bosch,
Existing Players Digiqual, Selec Bose, Logitech, Amazon, Blumoo Samsung, Whirpool, LG, Xiaomi
Syska,Xiaomi Sanoff, Phillips Samsung, Oxiana
Our Chosen product will be Smart switch with motion sensors. So it falls under
combined sub category of Sub Category D and E
➢ Reasons for choosing Smart Switch: Product features of Smart switch
➢ High market size with CAGR >40%
➢ We acknowledge that CAGR in this 2 sub categories may have been disproportionately driven
by products like smart speakers(amazon echo) and CCTV Cameras But that does not dampen
the future potential of smart switches, both due to independent use as well as complimentary
use with control devices.
➢ No major brand providing amalgam of Light Control with motion sensor Competitive
➢ Smart Switches has potential in both broad markets(B2C and B2B) landscape
➢ In B2B we can target real estate companies and corporate companies
App Enabled, Connectivity with Brand Final Score on overall features Price /Price Range in INR
Automatic Light Ambience Final Score on Price /Price
BrandsBrand Motion Sensor WIFI & Voice Alexa, Google Phillips Hue Bridge 2 6250
Dimmer Facility Light Sensor overall features Range in INR
enabled Home etc
Philips Hue Light Dimmer 2 2150
Phillips Hue Bridge No No No Yes Yes 2 6250
Philips Hue Light Dimmer No No No Yes Yes 2 2150 Sensinova Passive Infrared Motion Sensor 2 1990
Sensinova Passive Infrared Yes No No Yes No 2 1990 Sonoff WIFI Smart Touch Panel Switch 2 1900
Sonoff WIFI Smart Touch No No No Yes Yes 2 1900 Sensinova Light Control Sensor 3 699
Sensinova Light Control Sensor No No Yes Yes Yes 3 699 Ecobee Motion Sensor 4 4900
Ecobee Motion Sensor Yes No Yes Yes Yes 4 4900
Xiaomi Smart Switch 5 2500-3000
Xiaomi Smart Switch Yes Yes Yes Yes Yes 5 2500-3000
Primary Data Analysis: Qualitative research

➢ 61.2% of people are willing to buy the smart switch; From Focus group Interview
➢ 30% of people are indifferent ➢ People forget switching of the lights
➢ 8.8% of people are not willing to buy due to rush for work or college
➢ 66% people are very conscious about energy saving ➢ People feel electricity is wasted by
➢ Willingness to pay: less than ₹ 3000 for 93% people not turning the appliances and lights
➢ 55% people would like to purchase in online off when they are not being used.
➢ 47% people who are willing to buy prefer Google home
% People forget switching
➢ 64% females and 60% males are inclined towards
the lights off in:
buying the products
Kitchen-27.1% ; Hall- 40.1%
➢ 67% of men who are Rating based on Bedroom- 12.6% ; Bathroom- 42.5%
inclined to buy are Importance (Out of 5)
working.
Performance 4.0
Ease Of
3.7
➢ Working males are more inclined towards Installation
buying smart switch Supporting App 3.6
Design 3.4
➢ Both online and offline modes are Size 3.1
preferred to buy
➢ People forget turning of the lights majorly
in Halls & bathrooms. B2B Insights :
➢ Students& not working population prefer ➢ L&T, In one of the projects, smart home &
performance over other parameters automation was extensively used
➢ App to control from any where, is needed ➢ L&T for smart homes and automation, is operating
➢ Performance and ease of installation is in only selected locations of Tier 1 city like Mumbai
utmost important ➢ So, there is lot of untapped market
➢ A smart home speaker should be attached Currently Godrej is not ➢ L&T buys, smart home and automation products
➢ Price should be less than ₹ 3000 operating in home automation, ➢ So, Xiaomi can also cater, B2B market space
Project Name-
smart home market space Crescent Bay Parel, Mumbai, Company : L&T
Segmentation
➢ Urban/semi urban
➢ Based on income levels
➢ Working & Not working
Targeting Positioning
➢ Energy conscious ➢ Save energy
➢ Urban ➢ High Quality With
➢ middle class people Honest price
➢ Latest & Innovative
Technology
Key Value Proposition:
➢ More features at lesser price and higher
performance compared to existing smart switches.
➢ Your home will listen to you
➢ Innovative product at honest true honest pricing
➢ Energy conservation
Market Size
Considering only 40%
No of flats/units solds Smart Swirches Annual demad from
Tier 1 Cities of this houses opt for Total
per year in 2018 required existing flats/units
smart switches
Delhi 39536 79071 31629 6326 37954
Mumbai 68519 137038 54815 10963 65778
Pune 35664 71329 28531 5706 34238
Bengalure 36273 72547 29019 5804 34822
Hyderabad 14955 29910 11964 2393 14357
Chennai 16296 32592 13037 2607 15644
Kolkatta 14854 29709 11883 2377 14260
Total Tier 1
180878 36176 217054
Cities Demad
Total Tier 2
108526.8
Cities Demad
Overall Market Demand for sensors 325580
Lighting your path !!!!! We considered average house required 2 sensors, Total Tier 2 cities demand to be considered half of Total tier 1
cities
Hersheys
(Coming soon..)
MARKMANTRA
Grofers
(Coming soon..)
MARKMANTRA
Air Asia
MARKMANTRA
Team Immortals
SWETHA PRASHANTH SATISH HEMANTH KOMAL GOPAL

Arete Advisors Vodafone-Idea Ltd ABG Amazon Jubilant Food Works TIMES Group
ABM Systems Marketing Finance Operations Marketing
Time Line
Project Statement Research Methodology
1 2
4 3
Primary Research
Domestic Routes
Identification
5 6
Foreign Routes Price Sensitivity
Identification Analysis
New Product offering
Project Statement & Objectives
Introduction of new routes within the next 6 months, specifically connecting
Project Statement
Uttar Pradesh to various domestic and international destinations
Objectives 1 2 4 5 3
Identify their The propensity to Identify Critical

Assess the market
Identify the suitable decision-making switch between train Success Factors and
potential to introduce
customer segments parameter for and low-cost airline Metrics for initiating
domestic as well as
purchase & airline for Domestic operations along
international routes
choice travelers routes
Variables Variables Considered Variable (Purpose of travel) Parameters Variables Success Factors
➢ Existing Demand ➢ Leisure, Adventure ➢ Direct flights ➢ Feasible Flight Routes ➢ Saved price for
➢ Tourist Influx ➢ Business ➢ Short travel times ➢ Connecting /direct flights travelers
➢ Train AC travellers ➢ Study, Visiting friends/ family ➢ Unavailability Of ➢ Willingness to Pay ➢ Incremental
Based on means of travel trains ➢ Price sensitivity of Revenue
➢ Past flyers ➢ Ease of Advance customers ➢ Consumer Surplus
➢ Future flyers Booking
➢ Train passengers
➢ Luxury bus travelers
Research Methodology
Step 1: Primary research Step 2: Target Cities Step 3: Potential Routes
to derive insights Demographics Identification
Take in-depth interviews from travelers Identify the demographics of the CAT A, CAT Note down all routes that can be established
across major airports operating in UP B and CAT C cities through primary research touching the CAT A, CAT B & CAT C cities
Identify the major motivators for travelers (Interviews) & secondary research (Reports) During the first step, Apply consumer surplus
in choosing air travel over road travel for Locate the major tourist spots & industrial method to eliminate the non potential
different occasions and scenarios Locations in UP to calculate the travel routes among the above routes
Formulate the critical consumer insights demand through these locations Calculate the air demand in the shortlisted
Perform segmentation and cluster the Discover the major circuits to check the routes obtained from the above step
travelers based on their frequency of travel, feasibility of establishing a new route Calculate the train demand as well in the
purpose of their travel and demographics touching these cities (convenience factor) shortlisted routes obtained from consumer
Validate the motivators through the Evaluate the various circuits identified on surplus method
quantitative research by conducting survey the current means of transport available Identify the potential routes with the help of
Use convenient sampling to formulate and and potentials means that can be Incremental revenue model by comparing
test the hypothesis established in future the existing Air Asia operating routes
Delhi, Varanasi, Lucknow, Buddhist circuit is identified Consumer Surplus technique 3AC, 2A and 1AC demand is
Kanpur and Agra are covered as the potential tourist circuit is applied for x routes calculated for the routes
50+ in-depth interviews are Varanasi captures both the Non stop & single stop flights Revenue is considered as major
conducted across the locations business travelers and tourists demand is considered variable to decide the routes
City Demographics
CAT A & C CAT B Traveller Behaviour
Business Solo/small groups

Acts as a feeder ➢ Frequent flyers
Azamgarh markets to CAT ➢ Budget business travellers
A & C Airports Leisure Family and friends/large
groups
➢ Experience-oriented travellers
➢ Budget group traveller
Known for best
➢ Occasional traveller visiting
tourist attraction.
friends/relatives
Acts as a feeder
Agra
market for both
Outbound &
Inbound Traffic
Once the feeder cities have been
selected based on air traffic and travel
duration, Air routes can be decided
Market opportunities- Inbound traffic due to Tourism
Bundelkhand Circuit
Buddhist circuit
1 4
Awadh circuit Braj circuit
2 5
Vindhya-Varanasi Wild life- eco tourism
3 6
Primary Research
Aman Singh, 31, M Rahul Bisht, 34, M
Chandigarh Consultant
“The connectivity in UP has increased
Business
“I fly to Bangkok once every drastically in the recent times.

2-3 weeks. Also travel to Gorakhpur has become one of the
Singapore and Dubai for business major developing airports.”
purpose. Air India is the most preferred service in As Consultant, Rahul has to travel
terms of cost and service.” every week across India & Middle
Aman Singh and his colleagues are travelling to East. His travel plans are sometimes
Bangkok on an emergency meeting. They frequently
Personal
pre-fixed but are mostly adhoc and

fly to countries like Dubai and Malaysia via Varanasi. company takes care of the bookings.
Raj Kumar, 44, M

Koustav Sinha, 38, M
Businessman
Kolkata
“I travel 4-5 times per month, mostly
Tourism
“I frequently travel to Guwahati to Delhi, Nagpur and Varanasi for

for business purpose. Distance, business purpose. If only one destination,
price and time are the factors I flight is the preferred mode. For multiple destinations,
consider while choosing between road/self-transport is preferred”
a flight and a train” Raj prefers to travel by Flight>Rail>Road, based upon
Though Koustav travels frequently for business, he
Insights convenience.
only travels yearly once to visit his family
Primary Research
“Due to limited connectivity at Kanpur airport,
“I have to travel from Vijayawada all of us travel to Lucknow by road to fly
to Delhi every fortnight for my cancer further”
Business
treatment. I prefer to travel by Air IIT Kanpur serves a strength of over 1900 who
India as it offers concessional fare come from all over India for higher education.
on medical grounds.” This shows huge market potential.
Medical Tourism is widely seen in and around Delhi
& the industry is growing at a phenomenal rate. Sandeep Dara, 23, M
“I travel home every 3 months and prefer flight
Student, IIT Kanpur
over train when travelling alone.”
Personal
Tirumala Rao, 52, M

When Shivam is with his friends, he travels
Vijayawada
leisurely by train. Here cost comes into play due
Lakhan, 45, M to more number of travellers
New Delhi Insights
Shivam Kalra, 21, M
“When accompanied Ruchi Gupta, 41, F Student, IIT-BHU
by parents, I prefer to Manager
Tourism
travel by own vehicle via road, as it is more “I visit my parents 3-4 times a year. The same journey
convenient to stop wherever and whenever takes 12 hours by train while it’s 50 minutes by flight”
required for the comfort of the elderly people” For Ruchi, cost is the only factor that drives her
Lakhan travels by air while travelling for decision. She has no particular preference towards
business but finds road more convenient for any specific airline
family travel.
Primary Research
“We are visiting India as part of course on Couple from Japan “We usually travel by train – 3rd tier AC. For
Buddhism. Varanasi is our first stop and 38-F, 42-M example, we pay Rs.3,600 for Rajadhani
headed to Sarnath next.” express. But if we find better discounts in
Business
50 Japanase tourists enrolled in a course airways then we’ll obviously try checking
Satya Rajan these and opt them over trains”
on Buddhism and travelling across various
35, M, Delhi Satya is from Assam and stays in Delhi. He
Buddhist destinations in India in 7 days.
came to Agra by road to visit Taj Mahal..
“I love to travel solo and book tickets via

“Whenever I’m near the Charbagh Railway Skyscanner. They do not let me check in the
Personal
Station (Lucknow), we usually get one or entire 22 kg baggage at once”

two rides for a drop at the airport. Same Preet is a Canadian with ancestors from India
with the Airport to Railway Station as well. and visits India every 6 months. She has
People from Gorakhpur and Faizabad are Rahul Singh Preet,22, F explored multiple places in India including Goa,
the usual travellers here” Uber Driver Canada Mumbai, Punjab, Rishikesh, etc.
Tourism
Domestic Routes Identification
Methodology
Operational Routes
Air Asia Indian Landscape All feasible domestic routes from operational airports of U.P.
Consumer Surplus vs Travel duration

Calculating Consumer Surplus and also considering the travel duration
Domestic/international Airports in
U.P. (Air Asia has not entered in this
Selected Routes
market) Routes with consumer surplus with in pre-defined range while considering
Routes which are with in range of predefined values are considered for
travel time
further evaluation
Air, Train, Bus Routes analysis

▪ Analysing behaviour of traveller
▪ Analysing need gap based on estimated demand, No. of direct flights, Lay
over time, Timing of the flights, Seasons, etc,.
▪ Calculating No. of AC trains passengers, estimating demand, analysing
routes with bus routes based on availability and travel time
Final Possible Routes

Routes with higher demand, higher RASK and identified need for travellers
are recommended
Identification of routes from consideration set
Step 1
All the Existing Routes to and
Step 2 fro from U.P. Airports
Shortlisting routes based on
estimated RASK Step 3
Routes Selection based on Average
Step 4
Flight prices charged by the
Routes Selection based on competitor Airlines
Time taken across various
modes of transport (Air Vs Step 5
Train Vs Bus) Choice set- Routes which are
considered for incremental
analysis and Demand
Finalized estimation
Routes
Terminology & Assumptions for Airline routes Selection
Consumer Surplus
Additional benefit a traveller is receiving for opting Air route instead of Train/Bus route. The benefit is considered
in terms of time saved, Amount saved etc.
Surplus = Train fare – Airfare
More the surplus more will be motivation to travel by Air.
Note: Consumer surplus is one of the motivation factors for travellers shifting from train to Aeroplane
Assumptions (For further analysis)
1 2 3 4
Air Asia RASK Train 2AC and Average flight fare is To Calculate total time
considered to Bus Sleeper AC considered to be stable taken in air, train and
be INR 2.80 fares are flight rates of the bus, average journey
per seat considered for particular route shown in speed of 700km/hr,
kilometres comparison with Paytm (with at least 1 60km/hr and 65km/hr is
Air fares. month booking window) considered respectively.
Shortlisting routes based on estimated RASK
Analysis 1 Flight fares in a particular route is calculated by using the following formula:
Flight Fare of a route in INR = Average RASK for Air Asia in INR per seat kilometres X
Air route distance in kilometres
Criterial Used
Routes are shortlisted considering the amount saved by a If Average flight fare < 120 % of Average Train fare.
consumer opting air route instead of rail route. Then that particular route is selected
Routes Selection based on RASK
Total 46 routes have been selected from the 5 selected cities of UP

Shortlisting routes based on average flight prices by competitor Airlines
For trains – Stable Economy class fares Routes are shortlisted
2AC fares All competitor are considered by taking considering the amount
Analysis 2 airlines fares were
are Paytm fares as reference with saved by a consumer opting
considered considered at least one month booking air route instead of rail
window. route.
If Average flight fare < 150% of Average Train fare then Route is selected Criterial Used
INR 1812 ( Stable

economy fare over 1
month ).
So INR 1812/- is
taken as average
flight price of
competitor
Total 37 routes are shortlisted from the 5 selected cities of UP

Shortlisting routes based on Travel Time taken by train vs by Air
Step 1: Calculating Train Travel Duration
Analysis 3
Step 2: Calculating Air Travel Duration
Shortlisting routes based on Travel Time taken by train vs by Air
Step 3 Routes are shortlisted considering the time saved by a consumer opting air route instead of rail route
Criteria If (Average Train travel time – Average Flight travel time)/ Average Train travel time > 80%
Used Then Route is selected
Routes satisfying the above criteria

To & Fro To & Fro To & Fro To & Fro To & Fro
Delhi Ahmedabad Chandigargh Mumbai Agra
Mumbai Kanpur Delhi Delhi Hyderabad 0 routes
Hyderabad Mumbai Mumbai Bangalore
Varanasi
Lucknow Goa 3 routes Gorakhpur Hyderabad Delhi
Bangalore Goa Kolkatta
Ahmedabad Bangalore Ahmedabad
Chennai Kolkatta 6 routes
Kolkatta Ahmedabad
8 routes 8 routes
Total 25 routes (after excluding the repeated routes)

Routes Satisfying all the Criterias
Choice Set: Routes satisfying all the 3criterias of RASK analysis, Average Competitors airfare, Time taken
across various modes
Routes satisfying all the 3 criterias
To & Fro To & Fro To & Fro To & Fro
Delhi Delhi Delhi Delhi
Mumbai Kanpur Mumbai Mumbai Mumbai
Lucknow Hyderabad Ahmedabad Hyderabad Varanasi Ahmedabad
Gorakhpur
Ahmedabad 3 routes Kolkatta Bangalore
Bangalore Bangalore Kolkatta
Analysis
5 routes Ahmedabad 5 routes
6 routes
Total 19 routes (after excluding the repeated routes)
Important Finding For the above routes there are most number of direct flights
These 19 routes are shortlisted for further analysis and Demand is estimated for these routes
Air Routes Domestic Demand Estimation
Airline Route Demand Estimation (Domestic)
1 2 3 4 5
Boiled down to Considered all Non- Calculated the route Calculated average Calculated the revenue
potential routes using stop, 1-stop & 1+ stop potential by considering ticket price of that route potential of the
consumer analysis and flights operated by all factors such as load by considering the domestic air routes,
analyzing arrivals & air carriers in that factor, halt factor & average ticket prices of average revenue/day &
departures from a particular route model of air carrier next day, fortnight & average revenue/km
particular airport being operated one month later
Assumptions
*Load factor is considered to be 100% for trains Identified Domestic air routes:
*Halt factor - % of travelers boarded at any of UP airports in the suggested • Lucknow – Delhi, Mumbai, Kolkata, Bengaluru, Ahmedabad
routes (Lucknow, Varanasi, Kanpur, Gorakhpur) & continuing till final destination • Varanasi – Delhi, Mumbai, Kolkata, Bengaluru, Ahmedabad
*Halt factor is majorly considered for 1-stop flights • Kanpur – Delhi, Mumbai, Ahmedabad
*Lucknow – Metro – Metro halt factor is considered to be 0.5 • Gorakhpur – Delhi, Mumbai, Kolkata, Bengaluru, Ahmedabad
*Lucknow – Metro – Non-metro halt factor is considered to be 0.7
Airline Route Demand Estimation (Domestic)
Lucknow – Delhi Route Potential Source : Lucknow
% of passengers # Passengers till end
# Seats per Average Ticket Overall Revenue
Carrier # Stops Layover point # Flights
flight travelling till end destination
Cost by carrier Destination :
destination By flight Overall Total Demand 4149
Air India 10 747 ₹ 2,782.33 ₹ 20,77,401.36 Delhi Total Revenue ₹88,58,062
Non-stop - 4 122 100% 439 Rev/psngr/km ₹ 5.12
1-stop Mumbai 3 122 50% 165
1-stop Jaipur 1 122 70% 77 Total Demand 4107
Total Revenue ₹ 2,33,40,550
Mumbai
Mumbai,
2-stop Aurangabad 1 122 30% 33 Rev/psngr/km ₹ 4.78
2-stop Mumbai, Rajkot 1 122 30% 33
Indigo 10 1588 ₹ 2,019.00 ₹ 32,05,364.40 Total Demand 2519
Non-stop - 9 180 100% 1458 Kolkata Total Revenue ₹ 1,07,19,840
Rev/psngr/km ₹ 4.80
1-stop Dehradun 1 180 80% 130
Go Air 11 1490 ₹ 1,817.00 ₹ 27,08,056.80
Non-stop - 6 180 100% 972 Total Demand 2967
Total Revenue ₹ 1,73,46,984 Bengaluru
1-stop Ahmedabad 1 180 80% 130
1-stop Mumbai 4 180 60% 389
Vistara 2 324 ₹ 2,676.67 ₹ 8,67,240.00
Total Demand 1978
Non-stop - 2 180 100% 324
Total Demand 4149 Minimum Total Revenue ₹ 88,58,062.56
Ahmedabad Total Revenue ₹ 93,04,017
Avg Revenue per passenger ₹ 2,135.17
Avg Revenue per passenger per Km ₹ 5.12
Airline Route (Domestic)
Source : Varanasi Source : Kanpur Source : Gorakhpur

Destination : Destination : Destination :
Total Demand 1654 Total Demand 405
Delhi Total Revenue ₹ 64,06,904 Delhi Total Revenue ₹ 24,75,648
Rev/psngr/km ₹ 4.71 Total Demand 167 Rev/psngr/km ₹ 9.49
Delhi Total Revenue ₹ 4,27,874
Mumbai Total Revenue ₹ 1,04,28,724
Mumbai
Total Revenue ₹ 1,71,52,027
Rev/psngr/km ₹ 4.97 Rev/psngr/km ₹ 5.38
Total Demand 747

Total Demand 1186 Total Revenue ₹ 39,05,451 Total Demand 681
Total Revenue ₹ 52,02,048 Mumbai Kolkata Total Revenue ₹ 30,96,745
Calculations Kolkata Rev/psngr/km ₹ 4.66

Total Revenue ₹ 2,84,23,771 Total Revenue ₹ 1,20,69,120
Bengaluru Rev/psngr/km ₹ 4.32
Bengaluru
Rev/psngr/km ₹ 3.57 Total Demand 167
Ahmedabad Total Revenue ₹ 10,70,467
Ahmedabad Total Revenue ₹ 1,28,44,516 Ahmedabad Total Revenue ₹ 88,39,750
Train Demand Estimation
Train Route Demand Estimation
1 2 3
Boiled down to potential Considered all 1st AC, Calculated the route
routes using consumer analysis 2nd AC & 3rd AC potential by considering
and analyzing arrivals & compartments of all the factors such as halt
departures from a particular trains in that particular factor & average
airport, hence calculating train route number of seats in the
demand of the same routes trains
Assumptions
*Load factor is considered to be 100% for trains Train demand is being estimated for the below routes:
*Halt factor - % of travellers boarded at any of UP trains in the suggested routes • Lucknow – Delhi, Mumbai, Kolkata, Bengaluru, Ahmedabad
(Lucknow, Varanasi, Kanpur, Gorakhpur) & continuing till final destination • Varanasi – Delhi, Mumbai, Kolkata, Bengaluru, Ahmedabad
*Halt factor is majorly considered for scenarios where people board at trains • Kanpur – Delhi, Mumbai, Ahmedabad
other than or before UP and get down in in between i.e., not travelling the entire • Gorakhpur – Delhi, Mumbai, Kolkata, Bengaluru, Ahmedabad
route that we’ve considered
Train Route Demand Estimation:
Lucknow to Delhi Route Potential:
No of Trains starting from
Day
somewhere else and passing
No of passengers travelling Source : Lucknow (LJN)
Lucknow through train in this route
through Lucknow
Monday 4 25 4,001 Destination :
Tuesday 4 26 4,114
LJN - DLI Demand : 4076
Wednesday 3 27 3,927 Delhi DLI - LJN Demand : 4279
Thursday 5 22 3,964
Friday 4 25 4,001
Saturday 5 25 4,301
LJN – BCT Demand : 689 Mumbai
Sunday 4 27 4,226
BCT – LJN Demand : 705
Total no. of passengers 4,076
Delhi to Lucknow Route Potential:

LJN – KOAA Demand : 897
Kolkata KOAA – LJN Demand : 897
No of Trains starting from No of passengers travelling
Day somewhere else and passing
Lucknow through train in this route
through Lucknow
LJN – SBC Demand: 80
Monday 5 26 4,413
Tuesday 5 24 4,188
SBC – LJN Demand : 80 Bengaluru
Wednesday 4 29 4,450
Thursday 3 25 3,702
Friday 6 24 4,488 LJN – ADI Demand : 320
Saturday 4 28 4,338
Ahmedabad ADI – LJN Demand : 320
Sunday 6 23 4,375
Total no. of passengers 4,279
Train Route (Domestic)
Source : Varanasi (BSB) Source : Kanpur (CNB) Source : Gorakhpur (GKP)

Destination : Destination : Destination :
BSB – DLI Demand : 1699 DLI – GKP Demand : 1704
Delhi DLI – BSB Demand : 1741 Delhi GKP – DLI Demand : 1736
DLI – CNB Demand : 5925
Delhi CNB – DLI Demand : 5797
BSB – BCT Demand : 1474 GKP – BCT Demand : 1309 Mumbai
BCT – BSB Demand : 1410
Mumbai BCT – GKP Demand : 1485
Calculations CNB – BCT Demand : 796

GKP – KOAA Demand : 512
BSB – KOAA Demand : 1057 BCT – CND Demand : 801 Mumbai Kolkata
Kolkata KOAA – BSB Demand : 1057 KOAA – GKP Demand : 512
BSB – SBC Demand : 32 GKP – SBC Demand : 48

SBC – BSB Demand : 32 Bengaluru SBC – GKP Demand : 128 Bengaluru
CNB – ADI Demand : 288
Ahmedabad ADI – CNB Demand : 304
GKP – ADI Demand : 133
BSB – ADI Demand : 272 ADI – GKP Demand : 149
Ahmedabad ADI – BSB Demand : 294 Ahmedabad
Data analysis of the Airline Route (Domestic) and Train Route
14,000
12,000
Train Passenger Demand Analysis of Train Passenger Demand:
10,000
8,000
➢ Routes like Lucknow to New Delhi,
6,000 Kanpur to New Delhi have very high
4,000
2,000
demand
0 ➢ Routes like Lucknow – Bangalore,
Lucknow <--> Delhi Lucknow <--> Mumbai
1 Lucknow <--> Ahmedabad
Lucknow <--> Banglore Lucknow <--> Kolkata Varanasi <--> Delhi
Gorakhpur – Bangalore having low
Varanasi <--> Mumbai Varanasi <--> Ahmedabad Varanasi <--> Banglore demand can be eliminated from further
Varanasi <--> Kolkata Kanpur <--> Delhi Kanpur <--> Mumbai analysis
Kanpur <--> Ahmedabad Gorakhpur <--> Delhi Gorakhpur <--> Mumbai
Gorakhpur <--> Ahmedabad Gorakhpur <--> Banglore Gorakhpur <--> Kolkata
Day - wise demand of all the trains from UP

Legend:
Analysis of Day – wise demand of all the 14000
trains from UP: 12000 1 – Monday

➢ There is no particular trend that the routes 10000 2 – Tuesday
No. of passengers
have similar number of passengers 8000
3 – Wednesday
throughout the week. 6000
➢ Tuesdays and Fridays have a little higher 4000
4 – Thursday
demand when compared to other days of 5 – Friday
2000
the week
0 6 – Saturday
0 1 2 3 4 5 6 7 8
Days of the week 7 - Sunday
Data analysis of the Airline Route (Domestic) and Train Route
Airline Domestic routes demand Airline Domestic route demand analysis:
5,000 ➢ We’ve observed routes like Varanasi – Bangalore,
4,500 Lucknow – Mumbai, Lucknow – New Delhi having
4,000 high number of passengers i.e., huge demand
➢ We’ve also observed routes like Kanpur –
3,500
Ahmedabad, New Delhi – Kanpur, Gorakhpur –
No.of Passengers
3,000 Kolkata having very low number of passengers

2,500 i.e., low demand which can be eliminated from
2,000 our analysis
1,500
1,000
500
0
Airline Routes
Incremental Revenue Analysis to finalise the routes
• 6 Step Incremental Revenue

Analysis
Analyse existing Air Asia operating
routes
Identify the important parameters

effecting Revenue
Calculate the existing revenue and

Revenue/passenger/Km
Compare the existing routes with

18 potential routes obtained from
consumer surplus method
Identify top 5 final potential routes
Calculate the incremental revenue

Finalised New Domestic Air Routes
Proposed New
Varanasi - Bangalore Lucknow - Mumbai Lucknow - Bangalore Varanasi - Mumbai Varanasi - Ahmedabad
Route
Existing Air Route Ahmedabad -

Bagdogra - Bangalore Bagdogra - Bangalore Agartala - New Delhi Srinagar - Ranchi
Bangalore
Current Revenue
₹ 25,20,882 ₹ 25,20,882 ₹ 12,81,744 ₹ 10,25,865 ₹ 8,87,598
Potential / day
Expected Revenue
Potential / day
₹ 31,61,206 ₹ 27,64,465 ₹ 18,96,819 ₹ 20,03,188 ₹ 16,84,672
Incremental
Revenue / day ₹ 6,40,324 ₹ 2,43,583 ₹ 6,15,075 ₹ 9,77,323 ₹ 7,97,074
Varanasi - Lucknow - Varanasi - Ahmedabad's air

Lucknow - Varanasi - Mumbai's distance is half than the air
Bangalore's air Mumbai's air
Bangalore's air air distance is 24 kms distance of Srinagar - Ranchi;
distance is 38 kms distance is 670 kms Although the incremental
distance is 56 kms more than the air
less than the air less than the air revenue is not observed here,
less than the air distance of
distance of distance of only 45,000 less revenue
Rationale for the distance of Agartala Ahmedabad -
Bagdogra - Bagdogra - potential is observed with a
proposal of new - New Delhi; and Bangalore; However trade off of saving almost half
Bangalore; and the Bangalore; and the
domestic route the expected the expected revenue the air distance of Srinagar-
expected revenue expected revenue
through UP revenue potential potential per day is Ranchi i.e 1016 kms. Hence,
potential per day is potential per day is Either Air Asia can save money
per day is 6,15,075 almost double
6,40,324 more than 2,43,583 more than here or thry can operate in the
more than the (9,77,323) than the
the existing the existing proposed route for two
existing Agartala - existing Ahmedabad -
Bagdogra - Bagdogra - trips/day which creates an
New Delhi route Bangalore route incremental revenue of
Bangalore route Bangalore route
7,97,074
Financial Projections for next 3 years (Domestic)
Lucknow - Mumbai Routes 1st Year Average Revenue per passenger Total Revenue 2nd Year Total Revenue 3rd Year Total Revenue Varanasi - Bangalore
₹ 45,00,000.00
₹ 40,00,000.00
₹ 35,00,000.00 6.5% 9% 12% ₹ 40,00,000.00
₹ 35,00,000.00
TOTAL REVENUE
₹ 30,00,000.00
Varanasi - Bangalore 285 ₹ 6,505.71 ₹ 18,50,907.02 425 ₹ 27,67,817.89 613 ₹ 39,85,657.76
TOTAL REVENUE
₹ 25,00,000.00 ₹ 30,00,000.00
₹ 20,00,000.00
₹ 15,00,000.00
Lucknow - Mumbai 278 ₹ 5,682.78 ₹ 15,81,411.12 416 ₹ 23,64,817.86 599 ₹ 34,05,337.72 ₹ 25,00,000.00
₹ 20,00,000.00
₹ 10,00,000.00
₹ 5,00,000.00
Lucknow - Bangalore 194 ₹ 5,846.76 ₹ 11,35,177.69 290 ₹ 16,97,527.25 418 ₹ 24,44,439.24 ₹ 15,00,000.00
₹ 10,00,000.00
₹ 0.00 Varanasi - Mumbai 204 ₹ 6,177.17 ₹ 12,59,756.61 305 ₹ 18,83,820.65 439 ₹ 27,12,701.73 ₹ 5,00,000.00
YEARS Varanasi - Ahmedabad 165 ₹ 5,204.09 ₹ 8,58,687.86 247 ₹ 12,84,068.62 355 ₹ 18,49,058.81 ₹ 0.00
YEARS
Lucknow - Bangalore Varanasi -Mumbai Varanasi - Ahmedabad

₹ 30,00,000.00 ₹ 30,00,000.00 ₹ 20,00,000.00
₹ 25,00,000.00 ₹ 25,00,000.00
TOTAL REVENUE
TOTAL REVENUE
TOTAL REVENUE
₹ 15,00,000.00
₹ 20,00,000.00 ₹ 20,00,000.00
₹ 15,00,000.00 ₹ 15,00,000.00 ₹ 10,00,000.00
₹ 10,00,000.00 ₹ 10,00,000.00
₹ 5,00,000.00
₹ 5,00,000.00 ₹ 5,00,000.00
₹ 0.00 ₹ 0.00 ₹ 0.00
Year 1 Year 2 Year 3 Year 1 Year 2 Year 3 Year 1 Year 2 Year 3
YEARS YEAR YEARS
Foreign Routes Identification
International Air Routes – Lucknow to Jeddah
Route potential: X – factors

• There are on an average 30- • Jeddah is the gateway to
35 flights/day flying Mecca
between Lucknow to • Muslim population of UP is
Jeddah 19.8 Mn, highest among all
• Major players in this route other states of India
are Air India, Indigo, Recommendations:
SpiceJet, Oman, Saudia, FLIGHTS IN 6AM - 12 NOON SLOT
flynas, Vistara
40
• There is only 1 non-stop
NO.OF FLIGHTS
20
flight on Thursday and Lucknow
Saturday. Rest (95%) of Jeddah 0
Mon Tues Wed Thus Fri Sat Sun
flights have 1 or more than DAYS
1 stop • As per the above graph

• On Thursdays and Saturdays demand is high in this route
maximum number of flights on Thursday
are scheduled between 6am • Non-stop flight can be
– 12 Noon, for the rest of introduced in order to
week its between 12 Noon capture the market
– 6pm
International Air Routes – Lucknow to Bangkok
Route potential:
• There are on an average 30- X – factors:
35 flights/day flying • Lucknow is famous for it’s
between Lucknow to small scale industries based
Bangkok on unique styles of
• Major players in this route embroidery.
are Thai Smile, Thai • Traditional embroidery like
Airways, Indigo, Go Air, Air Chikan and Lakhnawi
India Zardozi, both are significant
• There are 2 non-stop flights Lucknow foreign exchange earners –
on Wednesday and 4 non- so can be connected to
stop flights on Sunday. Rest embroidery industry of
(~90-95%) of flights have 1 Bangkok
or more than 1 stop Bangkok Recommendations:
• Maximum number of flights • In order to capture
are scheduled between 12 travellers on this route a
Noon – 6 PM. 6 AM – 12 non-stop flight can be
Noon being the second best introduced on busy hours
slot
International Air Routes – Varanasi - Tokyo
Route potential:
• There are on an average X – factors:
18-20 flights/day flying • PM Modi has planned to
between Varanasi to Tokyo develop Varanasi and make
• Major players in this route it a smart city as Kyoto,
are Vistara, Air India, Japan
Cathay Pacific, Malaysian • Increase in number of
airlines, Japan Airlines international tourists YOY
• There are hardly any Non- 5%
Tokyo
stop flights Varanasi
• Majorly there are 1-stop Recommendations:
flights and 1+stop flights • In order to capture
• Maximum number of travellers on this route a
flights are scheduled non-stop or 1-stop flight
between 12 Noon – 6 PM. can be introduced on busy
6 AM – 12 Noon being the hours (preferably
second best slot Wednesday between
12Noon – 6pm)
Airline Route Demand Estimation (International)
Lucknow - Jeddah Lucknow - Bangkok Varanasi - Tokyo
Total Demand 1859 2313 2281

Calculations
Total Revenue ₹ 3,79,76,385 ₹ 2,19,70,080 ₹ 5,55,96,119
Assumptions:
Average revenue/passenger ₹ 20,424 ₹ 9,500 ₹ 24,374 ➢ Load factor is taken as 0.9
➢ Halt factor for Jeddah is taken as
Average ₹ 3.93 ₹ 3.80 ₹ 4.44 0.3, Bangkok is taken as 0.4,
revenue/passenger/km Tokyo is taken as 0.3
Time Slot Type of flights No . of Flights Avg seat Capacity Halt factor Avg Ticket price Demand Revenue
6AM-12Noon Non-Stop
1-Stop 22 220 0.3 ₹ 20,424 1307 ₹ 2,66,90,083
12Noon-6PM Non-Stop 1 350 1 ₹ 20,424 315 ₹ 64,33,560
1-Stop 2 220 0.3 ₹ 20,424 119 ₹ 24,26,371
After 6PM Non-Stop
1-Stop 2 220 0.3 ₹ 20,424 119 ₹ 24,26,371
Appendix
Air Asia current Consumer surplus - Route

operating routes Identification Analysis Consumer Insights Demand Estimation Domestic Airlines
Of trains Demand
Flight and train Incremental International Primary Quantitative

Potential Revenue Model route demand Research research
Looking forward to work with
AIR ASIA – Team Immortals
THANK YOU!!!
NITIE – OPS Case
(Coming soon..)
MARKMANTRA
B-Plan – IIM B
MARKMANTRA
B-STARTERS
2020
CABTAIL
( A Cab E-tailer platform)
Team Hellites- IIM Lucknow

by- R Bala Gopal Naik &
Hemanth Adda
B-STARTERS
2020
Founders - Cabtail
Hemanth Adda (IIM-IIT) R Bala Gopal Naik (IIM)

Asian Paints – Supply Chain IIM L PGP- Graduates
Bajaj Auto- Sales & Marketing
Summer Internship Summer Internship

Amazon Times Group (PPI)
Worked as executive assistant to
Senior Vice President at L&T Realty Completed bachelors in Mechanical
in Strategy and Business engineering from Osmania
Development portfolio involved in University.
planning and execution of Worked in a live project with CMO
construction project worth INR Air Asia.
1500 Cr
B-STARTERS
Identified Problems 2020
Stake Holder 1 - Cab Driver

Cab drivers from OLA and Uber are continuously
looking for additional revenue sources.
(Since, commission rates are increasing)
Stake Holder 2 - Passenger CABTAIL Stake Holder 3 -Local Brands

Passengers needs certain ( A Cab E-tailer platform) Local brands find it difficult to
items like chocolates, gums, Cabtail will cater the needs of all the complete their new product
inhalers, data cable etc. above stakeholders in the market launch, sampling and to collect
during the ride, but they the exact Point of Sale(POS) data
don’t have time to buy.
Stake Holder 4 - Cab Aggregators

Cab drivers are switching between different
cab aggregators based on commission.
Lesser the commission to aggregator, higher
will be the earnings for a driver.
Market conditions (India) B-STARTERS
2020
(all numbers in Lacs)
Total Online Cabs/drivers in India (Ola + Uber) 2016 2020 2023
Ola 5.5 8.1 10.7 A Cab commuter is travelling on

Uber 3.5 5.1 6.8
30 mins per ride on an average
Total Cabs 9.0 13.2 17.5
Number of Cabs in India is growing with a CAGR of 9.5%

Source: https://www.statista.com/statistics/690856/number-of-ola-and-uber-drivers-in-india/
On an average a cab
(all numbers in Billions) commuter is booking cab for
Total Market 2016 2020 2023 5 times a month
User penetration 10.00% 15.00% 20.30%
Total Market (Revenue in Billion Rs) 22.29 37.00 54.10
India Population (in Cr.) 132 138.00 140.00
Total No of Users (In Cr.) 13.2 20.70 28.42
Ride Hailing industry revenue CAGR of 13.5% is taken for calculation (all numbers in Billions))
Our B-plan can utilise cab commuter
Source: https://www.statista.com/outlook/368/119/ride-hailing/india
time i.e., 50 lakh hours per month
Idea
The Idea!! B-STARTERS
2020
Provide customised Supply inventory to fill Products are Give commission to

boxes, with electronic the box, based on the sold to the the driver as
lock and unique box code demand passengers percentage of sales
to Cab drivers
Products in the box
are mentioned in a website
The cab is a turned in
The customised box
to a new mode of
Description
acts as an mini- Passenger, will type the

website written on the box retail.
vending machine.
and enter the unique code
The revenue source is
Boxes are simple, small Add to cart, pay & purchase sales of the products.
transparent and easy to items required
operate.
Commission is given to
Variety of products are Products will be removed from
provided to the cab driver, the drivers
the box and given to the
which he have to put in the customer by the driver.
box and sell to passenger
Where we fit in B-STARTERS
2020
Utilising a cab commuter’s time i.e., 50 Make a commuter to purchase

lakh hours per month products on the go!!
Drivers can earn additional revenue Enhance the commute experience & commuter
through commissions on sales can purchase require products on the go!
B-STARTERS
The model!! 2020
Key Partners Key Activities Value Proposition Customer Relationship Customer Segments
• Provide supplies to the driver
• Provide Quality products on the • Provide necessary, required and Customers – Cab Commuters
Primary Partners – Cab Drivers on time
go!! Quality products • Passengers who require on
• Platform to take feedbacks and the go snacks
Drivers who want to get • Identification of new products &
• Provide Holistic ride experience complaints from the customer.
additional revenues from the accessories to create an
• Easy purchase by simple Website • Commuters who need
rides enjoyable ride for customer
• Make Cab a new home!! UI emergency OTC medicine
Secondary Partners – • Box installation in the cab
• Passengers who require
• Box Manufacturers
Key Resources accessories during the ride.
• Payment Partners Channels
• Distributors/ Manufacturers • Supply stations (For storage) in
the cities • Passengers with regular
(For products) • Provider website long rides
• Software platform providers
• Tech platform
a) web site b) Inventory tracking • Pitch by drivers
• Driver Network • In car vending box
• Products with local & New

brands
Cost Structure Revenue Streams
• Cost of manufacturing customised boxes with electronic locks • Sales of products in the customised box
• Cost of the products procured to store in the box
• Margins given to the driver • Advertisement revenues from the local brands
• Software development & Handling costs
• Marketing and acquisition costs • POS data can be given to many brands
• Rents of supply stations
Operational model! B-STARTERS
2020
Requirements
for the Model
1. Manufacture boxes 2. Create a Soft ware platform 3. Procure products and store in Supply stations.
Create a design and find a manufacturer It acts as an UI to purchase products • Rent space in the city to store the supplies
and to manage inventory
• Supply stations should be optimum in number
Operations
If stock is Supply
finished station
Cabtail
Deliver the box,
Gives a ride to a commuter Driver will go to the supply station
initial inventory and
and Commuters will buy and procures. Driver selects
installation guide to
through the website station which is on the way.
the driver.
Driver again accepts the booking of another commuter

B-STARTERS
Current Status 2020
Box Design Box Products Brand Website Establishing

Manufacturing Selection Partnership Developing Supply chain
Distribution
Collaborated Designing a Partnership Hiring a
model and
with a primary with local coder in the
Identified inventory
product research brands. 1st week of
prospective tracking
designer. technique for Pitched to 2 Feb. and
box software will
selection of local going to
manufacturer be developed
Working on products to be confectionery develop the
based on the
initial design sold brands platform
pilot location
Pilot Project B-STARTERS
2020
Pilot is planned to implement in Hyderabad.

Pilot for 1 month (April-2020)
Pilot location - Hyderabad in lacs
No of drivers targeted 80
` Total Online Cabs in
1.01
Hyderabad Cost of single machine/box 1200
` User Penetration 15%
Total machines cost 96000
Hyderabad population 87.00
Total No of users 13.05 Acquisition cost per driver 300
Total rides per day in Total driver acquisition cost 24000
` ` Hyderabad
12.65
Extra cost incurred per driver
2700
for commissions on goods sold
Supply chain cost per driver 50
` Location for supply station Total Supply chain cost 4000
Total cost for giving commissions 216000
Additional revenue for drivers
Assumptions: Software development and handling cost 150000
4 out of 11 passengers will make a purchase Total cost 490000
Each passenger will puchase goods worth 75 Rs
Total revenue per day per driver = 300
Total monthly revenue = 9000
Assume 30% commision to drivers during pilot
Additional monthly income for driver due to Cabtail = 9000*.3 = 2700
Funding Needed B-STARTERS
2020
Intial funding needed
Total Total
Timeline Details Amount Costs revenue
March For 1 month pilot (80 drivers in hyderabad) 490000 720000 720000
Apr to For next 2 months pilot expansion (300 drivers in

May hyderabad) 1470000 2700000 2700000
B-STARTERS
2020
Thank you for providing

this Opportunity !!
Sapiens Body
2019
Credits: Abhilash, Himshikha & Shweta Gupta
MARKMANTRA
CREATING STRATEGIC PARTNERSHIPS
FOR SAPIEN BODY IN INDIA
TEAM SKYFORCE
ABHILASH I PGP34348
HIMSHIKHA ABM15041
SHWETA GUPTA PGP34187
Target Customers
Keto Complete- Athletes, sportspersons, college goers
Nitric Oxide Turbo – Gym Enthusiasts
Sun Fuel- 18-59 yrs. of age, People suffering on Vitamin Sun Fuel
deficiency Keto Complete Nitric Oxide
Rs. 1365. 59
More Man- 20+ yrs. Only for Men Rs. 3293.50 Turbo
Total B – 15+ yrs., students, working professionals, senior citizens Rs. 1888.0
• Vitamin D3, K2
suffering from Vitamin B7 deficiency • To aid ketone
• Herbal blend boosts mood
Biotin- Unisex, recommended for ladies in 15+ to get glowing production
for Gym & • Improves joint
skin and shiny hair • Improves
everyday use strength
athletic
• Energy booster • Strengthens
Sales Channels performance
• Made in USA immune
• Boosts energy
• 120 vegetarian system
capsules
More Man Total B Biotin

Rs. 1365.59 Rs. 1023.33
Rs. 1365.59
• Herbal Energy • Organic

Promotions • Vitamin B
coconut
booster complex for
• Aids Muscle oil+Vitamin B7
everyday
growth • For healthier
energy
• Boosts hair, stronger
• Vegetarian, 60
confidence nails & clearer
Pills
among men skin
• Aids cognitive
support
MARKET & TREND ANALYSIS OF INDIAN HEALTH SUPPLEMENTS INDUSTRY
DABUR Natural Nature Like Man made Key growth drivers

14% 4% CAGR
9% Glucose
Curative
value share
rise in
increase in Best
in Dietary
suppleme performer
suppleme
Awareness
nt 2018 suppleme
nt nts
Traditional Economic Growth

Pharmaceuticals Demographic Dividend
Medicine
usage
Preventive
Demographic Transition
70% Urban population

Health Supplements suffers from Micro nutrient
Food
Future: What to expect? & Nutraceuticals
deficiency
Health supplements & nutraceuticals

Revival of Ayurveda Supplements
• 63% estimated young
BRANDS – Market share people in India
• Aggressive marketing of ancient science has attracted attention • 15-59 yrs. old- key
of major players like Amway
• Huge opportunity in terms of product offerings, previously a partners
Niche segment
Era of Internet Retailers • Rising Middle class

• GDP growth at 6.6%
• Digitization deepening the penetration of E-Retailers in India
2018
h• Discounts, offers, coupons aggravating the Internet shopping
experience • Increase in disposable
• Internet Retailing- Mainstream distribution channel
income
• India among the top 10 Global markets
Refining Product Portfolio • Key market for Amway • Wellness centers
• Changing lifestyles, customized solutions based on age
• Rs. 1000 crore investment including Rs 600 for rising at 12% CAGR
h manufacturing facility
Recent partnerships & alliance structure in
health supplements industry
COMPETITOR ANALYSIS – TRADE PARTNERS
TRADE PARTNERS, CHANNELS & INFLUENCERS
PARAG – AVVATAR
“Our go to market strategy is in place and is customized with an emphasis on reaching
out to Nutrition Supplement stores, Pharmacies, Modern retail stores and
e-commerce portals. Educating the Gym trainers and owners who are the key influencers
in this category is going to be our key platform. The marketing plans are in place which
will kick off immediately once we get our distribution done and our endeavor will be to
build ‘Healthy & Active Society through our #Absolute Whey.” – CMO, Parag.
Online channel
Owner: Parag foods

Origin: Indian
Business model : B2C, online & offline Influencers
Product variant: Protein powder
Price: premium
Target group: fitness enthusiasts
TRADE PARTNERS: Both online & offline
1. Shivoham – celebrity fitness trainer, creator of Shivfit – brand ambassador

2. Hastags campaigns - #AvvatarBrigade, #Reconstructyourself ; endorsed IHFF &
other fitness enthusiast and mention on their Facebook page
3. Product reviews on indianbodybuilding.com & youtube by gym trainers
TRADE PARTNERS, CHANNELS & INFLUENCERS
MUSCLEBLAZE
Online channel
Offline channel Influencers

Origin: Indian Anoop Singh Thakur(Actor)
– brand ambassador
Product variants: Protein powder, vitamins STORES He is featured in reviews,
Pricing : Premium events & fitness talks on
Target group: Fitness enthusiasts President Club preferred partners their fb page
26 stores in 11 states; Maximum MB has other influencers
Business model : B2C stores in Delhi & Pune also who review their
products, they conduct
influencers meet to stay
connected with them
Marketing campaigns-
Tum nahin samjhoge – 360-degree campaign – launched a
TVC, contest to show best fit selfies
Ziddi hon main – videos launched on YouTube, TV, Facebook,
Twitter, and Instagram along with pic contest.
Events in gym to promote their products
ULTIMATE NUTRITION MUSCLE TECH BSN Protein powder
Featured Products
Online channel
Online channel
NO OFFLINE PRESENCE
Distribution Partners
Offline Channel
Distribution Partners
Online channel
Promotions Promotions
Promotions Champion’s
Choice 💪 IFBB Pro Wheelchair Bodybuilding
#ultimatenutrition #MuscleTechIndia
#isosensation Product Review on YouTube Product Review on YouTube #BoomerangWithBSN
#IWantMuscleTech
738,046 Views 294,865 Views #ContestAlert
POWERGUMMIES (BIOTIN) SATTHWA WOW SKIN SCIENCE
Online channel Online channel
Online channel
Influencers
Offline channel
Offline channel
Offline presence in
Influencers Endorsers – India Today, TOI, Style Craze, multi-brand stores in
POPXO, LBB, Tashiara, Fashionlady cities including Delhi,
Blog related to hair problems, potential Mumbai and
solutions & hair care and promoting their Bengaluru.
Posts on Instagram by customers products
NUTRILITE - AMWAY HERBALLIFE REVITAL – SUN PHARMA
Online channel
ABBOTT HIMALAYA DRUG COMPANY ORGANIC INDIA
Online channel
DISTRIBUTORS FOR IMPORTED BRANDS
BRIGHT COMMODITIES List of supplement Importers in India for Major Brands. •Pearl International
Bright Commodities is the official importer of Optimum Nutrition “ON – Optimum Nutrition” “Labrada”
and BSN products in India. Its is directly associated with Glanbia •Bright Commodities •Muscle Pro Nutrition Pvt Ltd
“MuscleTech”
PLC which is a global nutrition group with operations in 32 “MYPROTEIN”
•Muscle Pro Nutrition Pvt Ltd •Paradise Nutrition Inc.
countries. “Muscle Pharm – MP” San Nutrition
•Muscle House (I) Pvt Ltd •Paradise Nutrition Inc
Muscle Pro Nutrition Pvt Ltd Mutant Nutrition
Shri Balaji Overseas •Pear International
“BSN” Kaged Muscle
•Bright Commodities •Muscle House (I)Pvt Ltd
“Ultimate Nutrition” Jym Science Supplements
•Kar Enterprises •Muscle Pro Nutrition Pvt Ltd
•Bright Commodities Gaspari Nutrition
•Muscle House (I)Pvt Ltd •Muscle House (I)Pvt Ltd
•Muscle Pro Nutrition Pvt Ltd BPI Sports
•Pearl International
“Dymatize” •Muscle House (I)Pvt Ltd
•Pearl International BIOX Nutrition
•Global Impex •Kar Enterprises
•Shri Balaji Overseas Health Aid
•Aarkios Healthcare Pvt ltd
“Universal Nutrition” NOW FOODS
•Muscle Pro Nutrition Pvt Ltd •Muscle Pro Nutrition Pvt Ltd
•Global Impex GAT Nutrition
•Muscle Pro Nutrition Pvt Ltd
“Nature’s Best” •Pearl International
•Unlimited Nutrition Pvt Ltd Grenade Nutrition
“Ronnie Coleman Signature Series” •Muscle House (I)Pvt Ltd
•Global Impex EVL Sports
“Scivation” •Pearl International
•Muscle Pro Nutrition Pvt Ltd RSP Nutrition
•Pearl International
“AllMAX Nutrition” 1UP Nutrition
•GH Nutrition
MHP (Maximum Human Performance)
•Muscle House (I)Pvt Ltd
http://www.brightcommodities.co.in/seller.php •Pearl International
POTENTIAL PARTNERS FOR
SAPIEN SUPPLEMENTS
OUR RECOMMENDATIONS
Distributors
POTENTIAL PARTNERS FOR SAPIENS Big online players Healthkart
Health supplements online
stores
Healthxp
My nutramart
1mg
For sales Online pharmacy stores Netmeds
Medplus mart
Potential partners
Bigbasket
Online grocery stores
Groffers
Beauty & skin care online

Nykaa
stores
Purplle
STYLE CRAZE
Beauty bloggers FASHION LADY

Gym chains YOU TUBERS
For marketing
Health clubs
(influencers)
Fitness apps
Fitness enthusiasts
ONLINE SUPPLEMENTS STORE
HEALTHKART HEALTHXP MY NUTRAMART
TOP BRANDS? TOP BRANDS?

TOP BRANDS?
BigMuscles Vitamin shoppe Healthviva Zenith Nutritions
Healthvita BigMuscles BigMuscles
MuscleBlaze Ultimate Nutrition Healthvit Natrol
Truebasics MuscleBlaze TwinLabs
Truebasics Amway; ON Muscletech Truebasics
TwinLabs Truebasics Gaspari
WHY ? Natrol
WHY ? WHY ?
• Detailed & customer
friendly website • Huge assortment of
• Trusted by all major • In partnership with Dietary and Health
brands Aditya Birla Group supplements
• Both online & offline • Opened the biggest • 10Million+customers
• Relatively new player sports supplements nationally
presence
– less bargaining store in Thane • Partnership with
• Own delivery system
power; high growth • Wide customer base 200+vendors
Musab Balbale, Director of Business Development at The
• Sahil Khan as a brand
Vitamin Shoppe says, “We chose HealthKart because their Ambassador
leading pan-India platform allows immediate distribution across
India.”
ONLINE PHARMACY STORE
MEDPLUS MART NETMEDS 1MG
TOP BRANDS? TOP BRANDS? TOP BRANDS?

Himalaya HealthVit Fitness Nourish Vitals
Scivation Xtend Ìsopure Sixpack Nutrition
Isopure Natures Velvet One Life
Muscletech Big Muscles GSK
Labrada GNC Beta GSK
ON Amino Dymatise Nutrition Sinew Nutrition
Nutrimaxx Healthkart Inlife
MyProtein Optimum Nutrition Onelife
WHY ? WHY ? WHY ?

• Huge customer base • Positioned as India Ki • 1MG App available
• Forayed into multiple Pharmacy • Wider presence on
businesses • MS Dhoni as brand online platforms
• Leading distributor of ambassador • Recently closed a $70
medical supplies to • Positive word of million funding led by
hospitals, pharmacies mouth Corisol Holdings
• Presence on social • Doctor
media platforms recommendations
included on site
ONLINE BEAUTY STORES ONLINE GROCERY STORES
NYKAA BIGBASKET
Why ??
Why ??
Leading online platform for
Only digital grocery brand
beauty & wellness products,
with wellness category; wide
growing customers base, lots
reach - present in 23+ cities;
of influencing medium –
Good visibility- SRK – brand
Beauty book, Nykaa network, Top brands – Optimum
Top brands - Organic India, ambassador.
routine finder,Nykaa TV. They nutrition, isopure, Kapiya
Morpheme remedies,
have offline presence as well Ayurveda, InLife, proteinX
MuscleXP, Himalaya, HealthVit
PURPLLE GROFFERS
Product categories
Why ??
Why ??
New player – less bargaining
Growing digital grocery retail
power; increasing customer
Company; has a wide reach
base; high influencing power
in major cities; wide
through – magazine, beauty
Top brands consumer base can be used
assistant (online); not many
THEY DO NOT HAVE WELLNESS to increase the visibility &
players – easy to get
CATEGORY BUT CAN BE TARGETED sales of the product
attention AS POTENTIAL PARTNER
Influencers to partner
Gym chains & health clubs BEAUTY BLOGGERS FITNESS ENTHUSIASTS
1. Gold’s gym Top fashion bloggers in India for YOUTUBERS
2. Gymkhana club influence marketing • Fitmuscle tv
3. Cultfit #1 Anshita Juneja.
4. Crossfittom
• Beer biceps
#2 Ankita Srivastava. ... • Tarun gill TOP 5 YOUTUBERS
5. Talwalkers
6. Snap fitness
#3 Kritika Khurana. ... • Abhinav mahajan
#5 Devina Malhotra. ...
• Products sampling can be done #6 Mehak Sagar. ... INSTAGRAM
• Partner with trainer to recommend our club • Yasmin Karachiwala
#7 Akansha Redhu. ...
along with diet • Shivangi Bhatnagar
• Events can be sponsored
#8 Aayushi Bangur. ...
#9 Gia Kashyap • Devrath Vijay
• Create real transformation videos for social
pages • Prashant Sawant
• Contests for fitness enthusiasts
TOP
BLOGS
THANK YOU
Ziniosa – Havoc – IIM B
2019
Credits: Abhilash, Himshikha & Raveena Singh
MARKMANTRA
TEAM SKYFORCE, IIM LUCKNOW
ABHILASH I, HIMSHIKHA, RAVEENA SINGH
HAVOC CASE STUDY SOLUTION
Ziniosa is India's First Subscription Based Handbag Rental Service, that provides customers access to Bags
from International Luxury Brands every month at a fraction of their cost. Each Handbag is handpicked by
Stylists with the help of Customer Data to make the renting experience easy, quick and hassle free.
Company Specialties: Rental , Personal Styling, Subscription Box, E-commerce, Shopping, Technology, Retail,
Shared Economy, and Luxury Handbag
Problem statement: Despite trying multiple marketing techniques like physical exhibitions, campus ambassador
programs and collaboration with fashion related businesses to promote their services, the company found that
their target audience doesn’t accept it in public due to their social image and reputation. Moreover, renting is
still a fairly new concept in India, so there is lack of immediate understanding that the products are for rent and
ZINIOSA not sale when they see digital ads. Additionally, word of mouth marketing is found to be lacking in this type of
business model.
Industry: Apparel & Fashion
Company size: 2-10 employees
Headquarters: Bangalore, Karnataka Our Solution: It comprises of running ads on google for target marketing and using social media platforms
Founded: 2017 to run ad campaigns on FB & Instagram to increase the reach. Collaborating with influencers – on Insta, fb
Target Segment: Women aged between 20 to pages, bloggers to influence people to adopt shared economy approach. The ads & posts should focus on
35 years, living in tier 1&2 cities, frequent benefit of sharing. Our solution also includes certain suggestions for the website to make it more engaging
traveller. and trustworthy. It also explains other ways for customer retention as well.
Team Skyforce, IIM Lucknow 20
CUSTOMER JOURNEY STAGES
AWARENESS PURCHASE RETENTION
Facebook pixels
CUSTOMER RELATIONSHIP MANAGEMENT
SEO /Keyword
Google ads
marketing
EARN & REDEEM COINS
YouTube ads
Instagram ELITE MEMBERSHIP

Social media
marketing
Digital marketing
Facebook INTRODUCE WALLET & INCENTIVISE

Introduce
RENTING
Testimonial
YouTube
section
reviewers
Affiliate
Fashion bloggers
marketing
Customers Changes in site – add

pictures, detailed
Online apparels product specifications,
renting sites customers photos with
products and reviews.
Collaborations Beauty saloons
AI in bag selection Improve buying experience
Online Designer
21
04-09-2020 boutiques Team Skyforce, IIM Lucknow
ONLINE ADS – GOOGLE, FB & YOUTUBE SOCIAL MEDIA MARKETING
The GOOGLE ADS can be used for targeted
marketing. When a person searches handbag or
something related, she will get ads related to
ZINIOSA. So this person is someone interested in
bags hence the target. The google ad can attract
her & she may visit ZINIOSA. This way we can
bring customers using google ads to our website.
Once the traffic increases, sales are likely to go
up. Similar approach can be used on Facebook &
YouTube to bring Ziniosa in suggested pages
Stepping up our game on Social Media handles using quirky hashtags like #SmartGirlsRent,
#Support_Shared_economy, #LuxuryForLease and creating a storyline that appeals emotionally to our
target group. For instance: #BeOnTheReach conveys – Going past #BeyondReach and staying abreast and
not falling back on the latest fashion trends anymore. Double-down on social. Instagram is a social media
platform with power. It’s said that a picture is worth a thousand words, and Instagram lets us promote the
04-09-2020 story via the image(s) and the
Team Skyforce, IIMtext. It’s a great tool for brands reaching out to their consumers. 22
Lucknow
CUSTOMER ENGAGEMENT Similar Digital Campaigns
Engaging customers is a great way to increase brand awareness and drive sales. Customers using
#BoomerXbag Challenge campaign, selfies & stories will help increase visibility and customer 2 We are listening- #MyLuxuryCraving
created content will create more impact on the peer group.
IDEA: Post the selfies of the bag & brands that you want to
carry and want us to bring for you on our social media
1 #BoomerXbag Challenge handles with hashtags - #WeAreListening, #MyLuxuryCraving
IDEA: Social Media Campaign through We promise, we will get you the bag and a gift along.
which each of our customers will be EXPECTED REACH & IMPACT: This campaign will help us to
incentivized to post a boomerang of know what exactly customers want – what brands, which
themselves with our rented bags on bags, hence we can add as per the demand. This will make
Instagram & Facebook and tag our insta & them feel more engaged with the brand.
fb handle and three of their friends.
3 Post your story - #LetsFlauntTogether
EXPECTED REACH: Every customer who
rents our bag will result in advertising it to IDEA: We would love to hear your story and your
all of her social media contacts. experience with your luxury bag. Share your experience on
#boomerXbagchallenge #justbagit your fb/instagram page and make us a part of it by tagging
us. Let’s flaunt together and win free vouchers.
IMPACT: Will help in active customer (Customers can write stories/post selfies/reviews)
engagement and at the same time
EXPECTED REACH & IMPACT: This campaign will help us to
increased visibility of our products that
get customer generated content which will be shared
too by our customers’ generated content
CAMPAIGN SAMPLE: PLAY THIS VIDEO within their peer group; customer reviews & stories will
only on various social media platforms.
make more impact within the community.
04-09-2020 Team Skyforce, IIM Lucknow 23
Suggestions for Affiliate Marketing
YouTube Channels
YouTube Subscriber
Description
Instagram profiles Influencers base
Product demos &
AFFILIATE MARKETING
Fashion designing Graduate.

reviews Ziniosa social media Kritika
Vlogs outfit videos, Hairstyle 797,132
pages Khurana tutorials
Facebook groups/pages Aashna Personal Fashion, Travel & 802,867

Shroff Lifestyle Vlogger
Product review pages Actor/Model/Blogger, actively

Blogs(top 5 best Diya Lamba involved in social media 758,444
rental sites) promotions
Top X products/sites
pages Gia Kashyap
Fashion, Beauty & Lifestyle
499,729
Blogger
Affiliate marketing is performance-based; tie-up
with influencers will help to broaden audience and
boost reputation. It is cost effective and can rapidly FB groups Description Members Model showing clutch from ZINIOSA
scale up sales traffic. Thus it can be a very effective, Click to play
A handbag obsessed community
12,766
low-risk investment way of expansion. Bag Chat to chat about new releases, sales Instagram Bloggers Description Followers
of handbags
Ardent Traveler &
Product review online magazines and blogs On- demand fashion rental for
@shetroublemaker content creator
714k
Blinge designer outfits and premium 8,731
brands at a fraction of its prices. Indian Actress and
@radhikasethh Model, popular face for 781k
Brings the best fashion labels advertisement
under one portal in order to
The Stylease carter to their every need for 23,436 Famous Instagram star
@kanika868 and Model from India
731k
any Indian ethnic occasion.

COLLABORATIONS with luxury salons, Online boutiques & Online apparel renting sites
Benefits of collaboration with them? – Their target segment resonates well with ours, so leveraging their established customer bases will help to generate good
reach and expansion. Awareness can be built by giving discounts for their members and developing brand visibility by frequently posting on social media handles.
Preferred Salon Partners Preferred Online Boutiques

JAWED HABIB’S BUNAAI BOUTIQUE
Pari Choudhary started her
One of the earliest and the finest hair and
personal blog with a keen interest
beauty salons in India.
in photography and worked with
Over 550 unisex hair salons across 24 states
various designers. Being a fashion
and 110 cities in India with three
enthusiast, in addition to her blog,
international ones.
she came up with this idea.
WHY: Total 295 outlets across India; 20 in Delhi, 5 in Bangalore. They serve both
WHY: Have a huge online customer segment, good brand recall value:
male and female affluent customers. This collaboration with help in targeted
133K Facebook & 555k Instagram followers ,94.2K monthly Pinterest views.
marketing and help us reach to our target segment
IMPACT: Give us a focused approach towards our targeted customer group
IMPACT: Will Help us in advertising our idea to a larger number of audience.
GEETANJALI SALON POSHAFFAIR.CO

A wide array of garments from
India’s best high street salon with 2500 Artists.
western styles to ethical Indian outfits
Pioneered in providing customers with luxurious
with a touch of fusion. Collaborating
experience for Hair, Skin, Hands & Feet, Barber
trends with fusion concepts in each
Shop and Makeup with best-in-class products,
garment, seeking truly unique
finest amenities.
expressions from today’s generation.
WHY: They have 90 number of outlets in major cities – Delhi, Mumbai,
WHY: Another online apparel fashion boutique.
Bangalore. They provide luxury beauty services. Their target segments are
13.8K Instagram followers
people who pay for experiences, luxury, pleasure and it is similar to Ziniosa TG.
IMPACT: Will help us in acquiring the customers which are already inclined
IMPACT: Will Help in channelizing ZINIOSA to the most elite section of women in
towards the fashion segment
metro cities
COLLABORATION WITH ONLINE RENTAL SITES
FLYROBE LIONISE
Lionise provides a premium rental service
Flyrobe is an online fashion rental company that gives women access to a wide range of
that provide occasion clothing wear on rent authentic, high-end designer wear at a
for Men and Women. fraction of the retail price.
Target segment: Men and Women Aged 20- Target segment: Women Aged 20-35, who
35, who aspires to frequently try different is a fashion enthusiast and loves to wear
shades of designer dresses. latest collections.
WHY? WHY?
500,000+ App downloads 4,381 followers on Facebook
486,893 followers on Facebook 5,000 monthly views on Pinterest
Operational in Bangalore, Mumbai & other Daily active user base of 500+ which is
tier I & II cities. increasing week on week.
WRAPD RENT AN ATTIRE

Rent An Attire is an India's Premium Fashion
Wrapd offers party-wear and wedding-wear
online and offline rental service which allows
on rent for men and women, with a range consumers to rent occasion wear. Product
that includes lehengas, sarees, gowns, line includes Bridal Lehenga , Designer
sherwanis and Indo-Western outfits. Lehenga , Sherwani , Indo western Outfits,
Gowns and Blazers.
Target Segment: Aged 20-40 - Brides,
grooms, students, who are looking for Target Segment: Aged 18-45 – Men and
designer outfits. Women, who yearn to try out outfits from
WHY? top designers but do not want to spend much
19,667 Facebook followers, WHY?
Physical store presence in New Delhi, 77,819 followers on Facebook & Instagram,
Hyderabad, Jaipur, Faridabad (customers in Rent from famous designers Sabyasachi ,
these cities resonates with our targeted Ridhi Mehra and Sonam Parmar,
customers) Offline stores in Pune, Dehradun and Delhi.
For product page AI in bag selection
Sample page
Take photo of your dress → Select colour of the bag – same/contrast
→ AI help will help your choose the desired bag
This AI powered feature will help customers to choose as per their
dresses. This will engage customers more while giving a customised
experience. The feature will help as a personal stylist. The existing
personal stylist feature can be used for this.
5-6 photos Product
Introduce Testimonial section
Most of the bags on the website have only one description Three step approach for getting reviews:
or two photos & there is no description about 1. CHECKOUT - While checking out the customer will get a pop-
the bag size, partitions, colour, material, etc.
They also lack a model posing with the bag. up saying if you review our product or your purchasing
Model posing experience, you will get 10% instant cashback on your bill.
Like most fashion sites, more photos showing with bag Customer photos 2. IN DELIVERY BOX - sending a coupon of 10% cashback along in
bag from all sides, inner & outer and along with the parcel asking about product & a callout to review and get
models should be posted. Also pictures of actual 10% cashback on the same bag.
bags should be there rather than catalogue 3. E-MAIL - send e-mail on next day of delivery asking about the
photos to make it more trustworthy because product & reviewing us & get 10% cashback on the same bill
most people are worried about the condition of (Only coupon code will be same for 1. 2. 3. & only one can be availed)
products in rented things. Additionally a short 1. Flaunt with us – if we get positive response, send another
description about bag dimensions, colour, Customer mail asking to post on their social media page & tag us & win
material should be added. reviews 15% cashback on next purchase.
Just like Shein we can add customers reviews & The cashback can be given in their account or Ziniosa wallet. This
photos below the product photo & description. Team Skyforce, IIM Lucknow Ziniosa wallet will help us to get the customer again on27our page.
DIGITAL STRATEGIES TO RETAIN AND REPEAT CUSTOMERS
CRM EARN & REDEEM COINS ELITE MEMBERSHIP – 1499 pa Introduce wallet &incentivize renting
APP NOTIFICATIONS & EMAIL How does it work?
MARKETING:
• People who regularly buy our bags
Regular Newsletters and push
can be our preferred customers and
notifications in App, communicating
can join the elite membership
about the upcoming offers and
program with a minimal fee.
business plans should be sent to the
• This provides them with certain
customers.
The above mentioned are few ways, benefits which are not enjoyed by
IMPROVED CHATBOT EXPERIENCE: by which our customers can earn other customers.
Chat Box should be efficient enough certain number of coins for each
to help the visitors and answer all activity they perform and once a Benefits: AJIO gives points on every item you
their queries. significant number of coins are • 50% off on every 10th bag you rent purchase which are added to wallet
collected, people can redeem them as • 10% off on every bag you rent after a certain period & can be used
WHATSAPP MARKETING: some amount of money. • 50 % off on your birthdays for next purchases
Collect the WhatsApp data of people Example: • Additional ,Occasional Discounts Introduce wallet & give coins on each
who visit our site/purchase our bags 25 coins equals Rs.1, redemption • Options for Try before you buy handbag rented like AJIO, this will help
and forward/inform them about our once 5000 coins in account. to increase repeated purchases
new products/discounts/ offers.

COST BENEFIT ANALYSIS
CUSTOMER LIFE STAGE Suggestions COST INVOLVED BENEFIT
Online ads Go for CPC, 15-20K pm
Social media marketing 5K -10K pm 1-Increase visibility and reach through all the social
AWARENESS Customer engagement activities 5K pm media platforms in the target community.
Affiliate marketing 5K – 10K pm 2-It will in turn increase the traffic on website
Collaborations 5K – 10K PER COLLAB.
Product photos & specifications NO EXTRA COST Enhance customer exp. & trust
PURCHASE AI technology in bag selection NO EXTRA COST Enhance customer exp. & trust
Testimonial section & reviews 150 – 350 per transaction Enhance customer exp. & visibility
Customer relationship management NO EXTRA COST Increase customer retention
Earn and redeem coins Depends on customer activity Brand visibility among peers (>200)
Ensures customer to stay with us for 12 months;
RETENTION Elite membership Rs. 1800 incremental cost pa per person
revenue of Rs.18000
Introduce wallet NO EXTRA COST Enhance customer experience
Incentivise each transaction 1% ~ Rs.15 – 30 to ZINIOSA wallet It will lead to repeated purchases
Manforce – IIM Shillong
2019
MARKMANTRA
TEAM SKYFORCE
Manforce
SANITARY PADS
ABHILASH I
HIMSHIKHA
ABM15041@IIML.AC.IN
9354091431, 9500076739
Manforce
CRIMSON TIDE All night protection with a soft touch
It’s about waking up Happy after last night's ride. It’s about making love and loving yourself. It’s about continuing to be
unstoppable and feeling confident every night . This revolutionary product Manforce’s CRIMSON TIDE with EX-tra LONG wings
provides 5 times better protection vs ordinary pads that lasts all night long.
Manforce Manforce
Manforce
CRIMSON TIDE CRIMSON TIDE
All Night EXCEL CRIMSON TIDE NapKissser
Floral mist
All night
protection
All night All night
with a soft
protection with protection with
touch
a soft touch a soft touch
PRODUCT FEATURES
Manforce’s CRIMSON TIDE All night EXCEL Manforce’s CRIMSON TIDE NapKisser Manforce’s CRIMSON TIDE Floral mist
Manforce Manforce
Manforce
CRIMSON TIDE CRIMSON TIDE
All Night EXCEL NapKisser CRIMSON TIDE
Floral mist
All night
All night All night protection
protection with protection with with a soft
a soft touch a soft touch touch
Features: Features:
Features:
• New "date". New month. When life starts to • When it’s time to up the tempo, you need a product
• “Longer” length and “Wider” back ensures no
heat up, you need something to keep you cool that can keep up with the pace. Add this product to
leakage and it is also aesthetically appealing to
and protected. Don’t sweat it. your locker room armoury and stay on top of your
wear.
• This product variant provides you with a pad game.
stretching up to 12.5 inches and extra wide wings
• Not just that, it ensures wetness protection and
for all-around protection through the night. It has • Feel fresh and dry. Always smelling great, right from
gentleness on skin.
super lock pockets with gel core lock in fluid with the warm up to the final whistle.
100% protection and zero leakage. Move on.
• And of-course, just slide it in and be rest assured
Smell great. And be prepared for any sweaty • Invigorating freshness that keeps you buzzing and
it stays in place all night long.
situation. protected all-day long. Feel fresh and fly.
Integration of “Manforce” & CRIMSON TIDE
• Mankind Pharma is best known for products that revolve around sex. They aim to provide “safe sexual life to customers."
• Manforce is their brand for condoms, and it revolves around having “Safe Sex," in terms of protection against unwanted
pregnancy or STDs or voyeurism. Their recent campaign #shutthephoneup conveys a strong message against filming any
private moments on the phone.
• So both Mankind Pharma and Manforce stands for safety, protection, personal hygiene, and carefree sexual life.
• Just like intercourse, menses are an integral part of a woman’s life and just like condom Sanitary pads are a requirement.
They are required to provide a carefree routine, confidence in social settings, freedom to indulge in all type of activities and
protection against any (vaginal) infection, odors, stains.
• Manforce’s sanitary pads will be introduced under the sub-brand CRIMSON TIDE.
Marketing Strategy
MARKET SEGMENTATION PRODUCT
& & PRICING DISTRIBUTION PROMOTION
TARGET GROUP POSITIONING
Age:
DEMOGRAPHIC
20 to 40yrs College
Students / Young Use sanitary
professionals / pads over cloth I
PSYCHOGRAPHIC
Young Housewives Know about
Gives importance brands
to personal
hygiene; Desires menses Carefree I
BEHAVIORISTIC
without any mess; Confident I
Socio – Economic Conscious about
status: Seeks more herself I Active
comfort in her Seeks endless fun Uses branded
BRAND RELATED ATTITUDE

Middle class, sanitary pads; Young
nightlife even even during Professional/Ho
Upper middle class
& Upper class during menses; periods; usewife/College
student
Aware of various
Cares about their Looks for pleasure brands related to
body and aware of and lovemaking; sanitary pads;
Geographic menstrual health; 20-40 years
Location: urban young
Shops online; Recommends female
Metros, Tier-I & brands to others on
Tier-II cities . Wants to be
confident & social media and
carefree in social Is carefree but word-of-mouth;
settings. responsible about
menstrual hygiene
and reproductive Knows about TARGET GROUP
life. Manforce brand.
Marketing Strategy
High
PRODUCT quality
• Get your game on with sinful
Manforce indulgence. A catalyst to your dark
CRIMSON TIDE fantasies to live your life by your own
All Night EXCEL
rules despite what society says. This Whisper
revolutionary Manforce’s CRIMSON Crimson Tide
TIDE provides ultra-comfort and Crimson Tide Stayfree
complete wetness protection Kotex
throughout the night. Low High
All night
protection with
price price
a soft touch • These are specially designed Ultra
napkin is extra-long and extra-wide in
the back to prevent leakage from all
sides no matter how much you move in
Manforce’s CRIMSON TIDE your sleep. Now you can stay worry-
free and comfortable all night long. Market penetration strategy should be
Product variants employed for this product as both Sanitary pads
PRODUCT PACKING Low
and Manforce brand already exist in India.
• All Night EXCEL The best packaging you could dream of for quality
a product in this category. The
• Floral mist polyethylene wrapped packing will be in Brand Positioning Map
• NapKisser purple, green & coral colours for the three This product will be positioned as
variants. The label will have a night scene
competitively priced high quality product.
as the background.
Marketing Strategy
COMPETITOR PRICE ANALYSIS
• This market has established brands like Whisper BRAND Crimson Tide Whisper Stayfree Niine
& Stayfree and newbies like Nine; it is a Rank - 2 1 -
competitive market.
Price 300 for 28 400 for 45 440 for 42 250 for 10
• Since the brand is likely to face fierce Varieties 3 6 6 2
competition, competitive pricing policy will be Absorbency Regular to Regular to Regular to Regular to
the best option for All night EXCEL and heavy extra Heavy heavy heavy
NapKisser.
SKU All night EXCEL NapKisser Floral Mist
• As Floral Mist is an exceptional product with
prolonged freshness and absence of any strong 7 pads Rs. 75 Rs. 75 Rs. 100
competitor, a premium can be charged on it. 14 pads Rs. 150 Rs. 150 Rs. 190
28 pads Rs. 300 Rs. 300 Rs. 350
Marketing Strategy
Stage – 1
• As Manforce is launching an existing product in a highly competitive
market, online platforms can be used to gauge the customer response.
Hence, this product should be initially launched on e-platforms like –
Amazon, Flipkart, Myntra and Shein.
• Moreover, associating with lingerie e-site - Zivame and online beauty

products platform - Nykaa will help in attaining better reach with the target
group.
• Coupling this with extensive online campaigns will generate greater

customer acquisition.
Stage – 2
• Once the product has gained popularity via Stage 1, we will explore the
offline channels. Medical stores, hyper stores, and supermarkets are
possible options.
Marketing Strategy
Social media pages like twitter, facebook, Instagram will be

used for promoting our online & offline campaigns. These
campaigns will focus on themes like hygiene, safety,
protection, freedom, love, happy sleep, etc.
Campaigns:
1. Put love not leaks to the bed – If you ever wanted to love
your sleep during periods without worrying about leaks/cloth
stains, then this campaign is for you. For couples, it means an
endless romance without worrying about stains.
This campaign will be launched in the form of print ads,
posters or videos.
Brand ambassador – Vidya Balan
2. Riding the crimson tide – Crimson tide refers to the menses Although popularly known for her act in the Dirty
and riding the menses means to have all the fun during that Picture movie, she is also a social butterfly with her
involvement in many women-centric government
one week too. This can be targeted to all the unstoppable and campaigns like – Nirmal Bharat Abhiyan. Her glamorous
credentials coupled with her social image stands her as
uncontrollable women who cannot resist the rush. the Brand ambassador for our product.
Marketing Strategy
3. NO SHAME – This campaign will redress the social stigma associated with menses. The problems associated with it need
to be discussed openly with the partner. It is not something to be concealed. It is something to be talked about or cared.
#Let’scareforeachother.
4. Enjoy the nasty – Often couples who feel that periods is not the right time to romance. This campaign will prove them
wrong by showing that caring is also part of romantic life. The Manforce blogs will further suggest ideas to make the best
use of the time and always experience awesomeness in life.
#SharingisCaring.
5. Fragrant pads – Crimson Tide floral mist - our premium product with everlasting freshness, is positioned as a solution to
all the odors problems related to menses. This product will attain tremendous visibility through this campaign.
#menseswithoutmess.
6. Now its time to unveil some of our quirky campaigns to you. Brace yourself. Hide the sau(ce)age; Go all the way; Dip
the wick; Do the nasty.
Ad campaigns and Print Ads
Manforce’s CRIMSON TIDE Manforce’s CRIMSON TIDE Manforce’s CRIMSON TIDE
“LOVE”
Put leaks to the bed
“LOVE”
Put leaks to the bed
“LOVE”
Manforce All Night EXCEL Put leaks to the bed Riding the “Crimson Tide”
All night protection with a soft touch
Riding the “Crimson Tide” Riding the “Crimson Tide”

Ad campaigns and Print Ads
Let’s the fun continue
#ENJOY THE NASTY
Manforce Advanced®
All Night EXCEL
Manforce Advanced®
All Night EXCEL
Fragrant Pads
With natural perfumes
Manforce Manforce
BPCL – FMS Delhi
2019
MARKMANTRA
BPCL Energising Lives –
Case Study Challenge
Team Passionate, IIM Lucknow
Anjali Chahal (abm15040@iiml.ac.in)
Himshikha (abm15041@iiml.ac.in)
Vikas Jha (pgp34394@iiml.ac.in)
PROBLEM DEFINITION & INSIGHTS
Root Cause of the Problem Insights
Building real emotional relationships with your customers is critical to success!
-Harvard Business Review
1 No clear differentiation from the Competitors
?
“Build brand loyalty by giving your customers the feeling that they matter ”
2 No re-instilling of the commitment -Forbes Coaches Council
“Content is the critical piece in the social media puzzle”

3 Low engaging content (bland & old school) -Adweek Magazine
Real Digital
Marketing Strategy World World
4 Chosen Campaigns
CUSTOMER TRUST CAMPAIGN CUSTOMER CONNECT CAMPAIGN CUSTOMER LOYALTY CAMPAIGN
CUSTOMER TRUST CUSTOMER CONNECT CUSTOMER CONNECT CUSTOMER LOYALTY
CAMPAIGN CAMPAIGN - 1 CAMPAIGN - 2 CAMPAIGN
Aapki Hansi Humari Khushi - Customer Trust Campaign

To enhance &
substantiate
customer’s trust
in BPCL brand &
connect more
effectively with
Gen Z
Campaign
Promoting trust involving
Targeting present in BPCL’s monetary prize
and potential BPCL product quality given to any
customers for this and promoting person who
campaign green initiatives brings forth any
done by BPCL fault in BPCL’s
product quality
Promotion
through Social
Media,
Distributors and
Ad Campaigns
#BharatKaBharosa – Customer Connect Campaign

Content
Target Group Problem addressed
Loyal BPCL Customers

Lacking
awareness
Active
participants
Low Social
Media Traffic
Active
Information
Seekers Low
Participation Din ke pehle safar se
Strategy Company waapis ghar tak-sirf BPCL
Company Customers Channels

Customers
Offline Online
• Arouse a nostalgic • Active engagement
memory of customers
• Ads showing how (building online BPCL
BPCL affects people’s community)
lives from the time • Ask customers to
they wake up to the share their stories on
how they rely on Customer
second they sleep ( Offline Online
an invincible part of BPCL for their day to Engagement Engagement
their lives) day activities Involvement
Safar Kar Befikar – Road Safety Campaign

Let’s enjoy the PROBLEM SOLUTION
20+ both male & female,
trip with BPCL’s rural & urban drivers
Highways lack the basic facilities which • We are proposing a emergency support
highway support drivers/customers require on long drives system which will act a go to service by
Safar kar Befikar Long route drivers – such as- drivers for their every requirement.
bus, truck, tourists, • Medical facilities • This would be a 24x7 service available on
bikers • Vehicle repair and spare parts shop national highways which lack any sort of
• Mechanics services like Agra-Lucknow Express way
Drivers who • Basic amenities like restrooms,
expect facilities waiting/resting spaces, drinking • This service will include facilities like
on highways water, food stalls (certain routes) medical service, first aid, mechanics, spare
and have faced parts, basic amenities on petrol pumps,
problem during etc.
long drives EXECUTION
Target group • This initiative will be launched with What is there for BPCL in this ?
the help of existing BPCL
infrastructure and some tie ups with • The facilities given by BPCL will create a
For all the travellers BPCL relevant expertise.
connect with consumer and he will
stands with all the support • For medical support BPCL can tie-up consider BPCL over other options in the
Safar kar Befikar #Unstoppables with nearby hospitals. For vehicle next buying decision. This will improve
support BPCL can tie-up with app like
mericar.com for mechanics sales plus enhance the customer loyalty
towards BPCL.
• Workforce - There will be a team of
four including two mechanics and two • These initiatives will create word of mouth
existing workers who will be available for the company. These will be executed
24X7. They can be contacted through with the help of existing petrol pumps .
a toll free number in case of
emergency. Their base will be BPCL
stations.
Humsafar Loyalty Card - Customer Loyalty Campaign

One loyalty card for all BPCL products viz. Petrol, Diesel, Lubricants, LPG and
What
CNG
To provide a hassle free customer experience wherein he/she can use the
Why
same loyalty card for purchase of various BPCL products
Target customer segment would be frequent retail and industrial customers.

Who Card Fees is Rs. 100 per card or 5 follow requests on social media ( includes
Facebook, twitter, LinkedIn and YouTube)
Card should be registered with Mobile Number and can be accessed by just
How mobile number without physically swiping it at different touchpoints. Cashback
is 0.25% of every transaction.
Promotion through Digital media, Print ads, Physical retail and Distributor
Where
outlets
Digital strategy
Social media penetration in India
– a Road Safety Campaign
Competitors’ Social media pages
HPCL has shared
on twitter photos
•
BPCL’s strategy
Using the above data, we propose to
launch these four campaign on
& videos of the
initiatives taken by
Facebook and YouTube to have the
them like maximum reach.
providing services • Hashtag campaigns like -
in high snowfall #bharatkabharosa, #safarkarbefikar,
areas, borders. #aapkihasihamarikhusi and
They have also #hamsafarcard will be launched. BPCL
SHELL has shared their Eco- shared customer
marathon- their eco awareness poster
employees can be asked to initiate
initiative, posts related to AI also. the process to spread the campaign. It
• During the measured time period, usage as a blog link, will help increasing the visibility of the
68% of the respondents answered campaign against plastic. campaign.
that they accessed the internet for • BPCL can coordinate with media
social media. houses like Hindustan Times, Times of
• In 2019, it is estimated that there will India to cover these campaigns which
be around 258.27 million social can be further promoted on BPCL’s
network users in India, up from close Facebook page and YouTube channel.
to 168 million in 2016. • Customers can be asked to post
• The most popular social networks in selfies, videos and photos on their
IOCL has shared their initiatives like
India were YouTube and Facebook promotion of digitals payments at Facebook pages and share with us. On
followed by social app WhatsApp. IOCL stations. They have also posted this they can be given discount on
• Facebook is projected to reach close a poster related to keeping the cars purchases from BPCL pumps.
to 319 million users in in India by keys safely. • Coordinate with influencers like
2021. The Twitter users in India are famous bloggers, travellers to share
expected to be 34.5 million users in their experience with BPCL products.
2019
Financials
Amount (in crores)
Particulars
2017-18 2018-19 (Est) 2019-20 (Est) 2020-21 (Est)
Total Oil PSU Market 1,215,623 1,312,873 1,417,903 1,531,335
BPCL's Normal Revenue estimate 277,162 299,335 323,282 349,145
BPCL's Estimated Revenue (1% growth in share YOY) 277,162 312,464 351,640 395,084
Revenue increase due to campaigns - 13,129 28,358 45,939
Net Profit/ Revenue 2.86% 2.86% 2.86% 2.86%
Net Profit 7,919 8,928.00 10,047.00 11,288.00
Increased Net profit due to campaigns 375.00 810.00 1,313.00
% customers who use loyalty card - 10.00% 25.00% 40.00%
Discount percentage - 0.25% 0.25% 0.25%
Discount offered on Loyalty Cards - 78.00 220.00 395.00
Training programs for Road Safety - 50 55 61
Total Discount Offered - 128.00 275.00 456.00
Net Profit on account of campaigns - 247.00 535.00 857.00
Appendix
• Statista.com
• Twitter handles of Shell, Exxon, BPCL, IOCL and HPCL.
• Financial statements of BPCL, HPCL and IOCL
• Autocar Professional article on Road Safety Campaign of

Hyundai
HR case – IIM L
2019
MARKMANTRA
Indian Institute of Management,
Lucknow UDBHAV’ 19
Da Vinci
“
IT ISN'T THAT THEY CAN'T SEE THE
SOLUTION. IT'S THAT THEY CAN'T SEE THE
PROBLEM.
”
-- G.K. CHESTERTON
TEAM – HIMVIK
VIKAS JHA
HIMSHIKHA
PROBLEM ANALYSIS
1. Wasim’s perception about Ganesh-Sanya’s relationship
PERCEPTIONS 2. James & Ganesh perception about each other
1. Personality of James & Ganesh
PEOPLE
2. Saniya's nature
PRACTICES
1. Deepak’s working style
POLICIES 1. No defined policies
PERSISTENCE
BETWEEN JAMES AND GANESH
BETWEEN SANYA AND WASIM

PONDY’S MODEL OF ORGANIZATIONAL CONFLICT
Stage 2 Latent Conflict

Stage1 • Rift between James and Ganesh
Perceived
Latent Conflict
Conflict
Latent & Perceived Conflict
• Problems between Sanya and Wasim
Stage 3 Stage 4
Felt Conflict Manifest Conflict
Latent Conflict
• Time and Income Management of Deepak
Stage 5
Felt Conflict
Conflict
• Division within the team
Aftermath
SUGGESTIONS FOR FUTURE STRATEGY
• One of the reasons for Wasim’s dissociation with the firm

Eviction of Sanya • Ganesh’s love interest and her skills are not immediately needed
• Finance and Marketing headed by James and Wasim

Departmentalization • Technical and Investment headed by Ganesh and Deepak
Division of Critical and Non- • Critical technical work to be done on weekends with Ganesh
Critical Work by Deepak • Non-critical work could be done on weekdays during office hours
Web Development training • Web development training for Deepak to enhance his skills
for Deepak • Able to delegate work to intern and better workplace performance
1 intern each for Deepak • One in tech department for assisting Deepak in Web development
and Wasim • One in marketing department for assisting in market research
SUGGESTIONS FOR FINANCIAL STRATEGY
Financial strategy
Rent for Outlet –
Providing nominal rent of Rs. 10,000 per
month for out-house
Interest rate for initial funding –

Providing interest rate for initial funding
to James @ 10% (COC)
Two Months Web development and Finance targets
Share Redistribution–
We propose to redistribute shares Hours → Weekdays Weekends Weekly 2 months
equally among all four in line with HBR Deepak 15 20 35 280
paper by Wasserman & Hellmann
Tech Intern 20 0 20 170
Web Development 35 20 55 450
James 25 20 45 390
FUND ALLOTMENT AND COST CALCULATIONS
Particulars Month 1 Month 2 Month 3
Rent for Out-house 10,000 10,000 10,000
Deepak's training 20,000 - -
Interns (2) 20,000 20,000 20,000
Miscellaneous Expense 30,000 30,000 30,000
TOTAL 80,000 60,000 60,000
GRAND TOTAL 200,000
Interest to be paid on investment funding by James

Average Share Risk Cost of Interest to
Investment
market return Premium Capital be paid
1,000,000 6% 4% 10% 25,000

Thank you
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INTRODUCTION

This E-Book is the compilation of

COMPETITION This e-book will help students

E-BOOK competitions and MBA entrance

19. B-Plan competition 24. HR Competiton – IIM L

MAHINDRA WAR ROOM SEASON 12

COME LIVE WITH US

03 CLUB MAHINDRA CURRENT OFFERINGS

05 IN-DEPTH INTERVIEWS WITH CUSTOMERS – INSIGHTS

06 IN-DEPTH INTERVIEWS WITH OTHER STAKEHOLDERS - INSIGHTS

07 SURVEY RESULTS ANALYSIS

08 PROPOSED BUSINESS MODEL

09 SPECIAL TARGET GROUPS

Bangladesh United States United Kingdom Canada Australia Malaysia

Percentage share of top 10 States/UTs in Domestic Tourist Visits in 200

✓ 35% of domestic tourists consider Tamil Nadu and Uttar

Launched 'Adopt a Heritage' project for holistic

Purchased 25 satellite phones, to be used by

Tour & activity bookings happens on

ADVANCE Age & booking online

• Planning & booking is

3/4 9/10 >75% 70% 3/4

Local experiences through Holiday homes Technology trends

Rise in solo trips Sustainable Tourism

Percentage of smartphone users who are comfortable

Percentage of smartphone users who use their mobile

A research done by MakeMyTrip shows that

500% 600% 60% 15X

Offbeat destinations Budget travel

➢ Recharging deep in nature • Solo trips on rise Travel trends - 18

➢ Instagram-worthy destinations • Burgeoning wildlife tourism A. Experience - Is it

➢ Walking tours in culture capital • Rise in luxury travel worth Instagramming

➢ A slightly crazy story to take home B. Expectations - As high

✓ Sightseeing, both natural and historical, is

Business Trips timeline

Travellers look for customised experience. Smart

South-East Asia and West Asia witness sharp

Dreamscapes- available in 15 Club Mahindra Membership Relish Cruise experience at

• 2 Year RCI membership absolutely free

Memorable dining experiences at our resorts free, stress free.

OUR PRESENCE Activities Offered Variants Of Holidays HOT SHOT DESTINATIONS

• Adventure sports- • Active

Have good number of Available in Variety of

Have good number of Available in Variety of

All Players provide meal & All playershave variety of No membership,Urgent

Air BnB works on a commission basis.

Services in AIR BnB includes:

HOSTS TRAVELLERS PHOTOGRAPHERS

Atithi Devo Bhavo, or guest is next to god himself is what the

Social Media, Word of Mouth, Digital Marketing,

✓ The property mostly is not as good as listed on website.

Oyo CUSTOMERS Oyo FLAGSHIP

CUSTMO ✓ At times poor co-branding results in poor customer

It is a B2C customer organization which likes to

Flight booking, Hotel Booking, Holiday Booking,

Target value conscious travellers unlike Make My

Positioned as a trusted online booking portal as

Radio, Hoardings, TV ads, Celebrity placements,

✓ Unable to attract customers who are not