Highway Delite –

A case on Mobile App Branding

Submitted by Group 18
Disha Kothari – BJ21080
Lavanya Gupta – BJ21090
Mihika Sen Sharma – BJ21092
 UNDERSTANDING THE MARKET FOR MOBILE DEVICE, APPLICATIONS AND TRAVEL | HIGHWAY DELITE APP DETAILS
High scope identified for HIGHWAY DELITE due to growth in main & ancillary sectors as well with no real competition and opportunity to diversify in other sectors

Data on Mobile Devices (2016-17) Indian Highways & Travel Industry HIGHWAY DELITE - IDEATION
2017 Smartphone Penetration 2.8Bn 2016 Total roadways 4.86Mn
Rajesh Kumar Ghatanatti – Engineer, MBA
Pain points: not easy to find basic amenities
Average # of Apps on a phone 80 % of National highways from total <5%
on highway
Point of differentiation: Verified information
Apps used each month 40 New projects as of 2016 105
on all possible necessities
Points of Parity: Similar to google maps,
3G & 4G penetration <5% Transportation infrastructure 6.1%
growth providing guidance to reach a particular
destination
New highways (in kms) 50,000
Data on Mobile Applications (2016-17) APP Features & Deliverables
2016 Global Revenue growth 40%
KEY HIGHLIGHTS: Android Based, on Google Playstore
Mobile app downloads 15%
• Compounded Annual Growth Rate –
Routes for: Restaurants, Fuel, Washroom,
Top 10 apps used Social 5.9% through the year of 2021 Hotels/Lodges, Tolls, ATM, Attractions,
Media Vehicle service Mechanics, Pharmacy,
• Goal to double length of Indian Highways
Travel apps growth 20% Emergency, Medical Aid
to 200,000 kms 12 Categories in total
• Highway projects worth USD 21.57 Mn
500/770 accident blackspots identified
KEY HIGHLIGHTS: Unverified information also available
• Longest highways in cities: Mumbai,
• Smartphone bookings increased from
Ability to add more information/ verify
12% to 54%, 2014-16 – worldwide Tamil Nadu, Chennai, Bengaluru
existing locations or details
• 175% growth India
 CALCULATING CLICK THROUGH RATE FOR THE OVERALL CAMPAIGN & INDIVUDAL SUB CAMPAIGN OVER A SPAN OF 3 WEEKS
Click-through-rate gives a holistic picture, allows us to look at all numbers on similar standing & provides a realistic view of the performance of the campaigns

Overall Budget Clicks Impressions CTR BA EC HS OA BA EC HS OA

Campaign 0 0 0 0 0.003 0.008 0.016 0.006
Week 1 62.50 220 16,950 0.012
0.015 0.015 0.003 0.03 0.007 0.008 0.02 0.005
Week 2 87.50 467 49,100 0.009 0.014 0.010 0.008 0.04 0.005 0.012 0.02 0.009
0.008 0.013 0.06 0.04 0.006 0.005 0.015 0.007
Week 3 100.00 430 42,760 0.01
0.004 0.017 0.047 0 0.005 0.007 0.013 0.005
Total 250.00 1117 108,810.00 0.01 0.006 0.013 0.014 0 0.003 0.0015 0.02 0.012
0.012 0.0112 0.02 0.03 0.008 0.006 0.013 0.007
Brand Enroute Highway Offbeat 0.008 0.006 0.032 0.008 0.1005 0.032 0.03 0.029
Awareness Convenience Safety Attraction
0.011 0.012 0.011 0.019 0.009 0.005 0.018 0.005
Week 1 0.009 0.011 0.017 0.039
0.010 0.006 0.016 0.015 0.014 0.005 0.018 0.012
Week 2 0.007 0.007 0.017 0.010 0.006 0.002 0.02 0.009

Week 3 0.006 0.004 0.015 0.008

Illustrative of CTR for all days according to the sub categories in the overall campaign

Key highlights based on CTR for overall & sub category KEY INSIGHTS
Global Performance CTR rate: 1-2%+ Impressions – BA>EC>HS>OA, CTR – HS>OA>EC>BA, Clicks – BA>HS>EC>OA
Overall Campaign: Overall campaign performance was Best Campaigns – Highway Safety
1% which is below average as per global standards Campaign that did not do well – Offbeat Attraction
Highway safety category has done the best in the sub
categories with a CTR of 1.5-1.7% throughout the 3 It is essential to note that the given data is not sufficient to know what campaign did well, we
weeks need the app downloads corresponding to these ID’s to know the actual effect of the campaign
 WEEK BY WEEK PERFORMANCE OF OVERALL & SUB-CATEGORY OF CAMPAIGNS – WEEK 1 V/S WEEK 2 V/S WEEK 3
Extremely essential to take into consideration the total budget spent on the campaigns as that is a determinant of positioning on the page

CTR Brand Enroute Highway Offbeat

Awareness Convenience Safety Attraction
Week 1 0.009 0.011 0.017 0.039
0.08
Week on Week performance of the campaigns
Week 2 0.007 0.007 0.017 0.010
0.07
Week 3 0.006 0.004 0.015 0.008
0.06

0.05
Budget Brand Enroute Highway Offbeat
Awareness Convenience Safety Attraction 0.04
Week 1 $6.46 $11.92 $19.81 $17.45
0.03
Week 2 $9.82 $24.30 $45.58 $9.39
0.02
Week 3 $10.33 $44.85 $40.06 $8.51
0.01

30000 0
Week 1 Week 2 Week 3
25000 I Brand Awareness Enroute Convenience
M Highway Safety Offbeat Attraction
20000 P
R KEY INSIGHTS
15000 E
10000 S 1. Week 1 seems to show better numbers CTR wise, however it is necessary to keep in
SI mind that impressions vary over the weeks. Thus, keeping everything in mind WEEK 2
5000 O
N has the best performance.
0 S 2. It must be noted that budget increases in tandem as well, however when compared
Week 1 Week 2 Week 3
with Week 3, where the budget is similar or close the performance of week 2 is better.
BA EC HS OA
 RECOMMENDATIONS FOR HIGHWAY DELITE
3 Essentials of a successful campaign include 1. correct target audience 2. Correct objective & lastly correct metric to be studied to understand success of campaign

Budget & Cost Allocation Target Group, Advertising portals & defining metrics Ad Copy recommendations and overall performance

Budget Allocation as per case: Target Group: Ad Copy Rec:

Budget allocation was giving brand No details on target groups for the adverts are The ad copy needs to be precise and informative,
awareness priority, then Enroute given, some key words + negative keywords words like “comprehensive” that are lengthy
Convenience, Highway Saftey & Offbeat were given. However it is essential that apart should be avoided.
Attraction however that was not followed from that the website is optimised to show up
through in the campaigns. for any other combination of keywords as well. The ad copy should have some sublinks to
whatever the query for eg: restaurant links if the
It is of utmost importance to keep Apart from that, anyone looking for toll booths, query is about food
revisiting the campaign every 2-3 days restaurants etc no matter what the word play
and ensure that the allocated budget it must be shown ads >> this can be achieved EXTREMELY ESSENTIAL TO HAVE A POP UP
being used or make necessary changes through facebook or Instagram targeting. ASKING TO DOWNLOAD THE APP > NUDGE
for the same. REQUIRED
Anyone in or near the highway as per their
Cost Allocation as per case: location should be shown the advert. OVERALL CAMPAIGN:
Strategy used for bidding for Brand 1. The campaign was not a success or a disaster.
Awareness & Offbeat Attraction was to Metrics: It did help HD get app installs, however we
maximise clicks – thus the pricing would It is essential to have an objective for every have no data on how many of those were
automatically differ, however it did not campaign, in this case the objective broadly was organic V/S from the campaign
work best for either campaigns. to get more app downloads thus the CALL TO 2. Additionally the campaign sub categories
ACTION must be download the app and NOT must at first have equal weightage to gauge
The 2 campaigns on manual CPC leading them to a landing page thar gives them insights, and corrective action must be taken
performed better assuming they were more information. post that.
monitored more closely to change the The above would be okay for the brand 3. HD can definitely use google adwords and
price awareness campaign. more digital platforms like CleverTap to
further their agenda