Identifying the right mix for your marketing objective is never simple. Digital vs. traditional media, early adopters vs. loyalists, and intelligent vs. direct messaging, an overwhelming choice almost never lets you get your marketing mix right!
This deck will help you approach your marketing campaigns the right way for creating sustainable growth engines for your business.
3. THE MARKETING OBJECTIVE WAS TO GROW DEMAND
O U R C U R R E N T S T A T E I N C H E N N A I
D I R E C T C O M P E T I T I O N
Rides: 70/day
Pricing: Rs.180 for 8km Base + Rs.15/km
Booking medium: Call, Web & App
NTL and Fast-track - Market Incumbents
Rides: 20,000/day
Pricing: Rs.100 for 4km Base + Rs.18/km
Booking medium: Call
4. SO WHAT DID WE DO?
Went to Flea-markets
and distributed 1000
'First taxiride FREE co
upons', because high
footfalls & parking
woes
Tried IT Parks: We
distributed 30,000 'First
ride FREE coupons -
Learnings from BLR &
DEL markets
Chennai is a hub for
movie-lovers and we
tried leveraging the
same this time CTA
being call us @
60601010
ADMIT
ONE
23 17
ALL THE THREE INITIATIVES SHOULD WORK, RIGHT?
5. BUT THE FACT WAS ...
NOTHING
WORKED
IT WAS TIME TO INTROSPECT!
6. Rather than pondering on what went
wrong, we decided to speak and listen up
the experiences of those 70 users who
had been taking out taxis and find what
made them try us?
LISTEN
UP!
7. AND WHAT WE FOUND OUT WAS
They found our taxis cheaper compared to
others, we ran at 15/km vs others at
18/km, consumers disregarded base fare
and only took notice of per-km fare!
They always booked through calling our
IVR number & never through the app or
website, since they were used to this
behaviour, thanks to market leaders!
8. OUR LEARNINGS
WE WERE RUNNING BEHIND CHANNELS
WHEREAS MESSAGING WAS THE MISSING PIECE
IN HIGH COMPETITION, PEOPLE NEED REASON TO SWITCH
WE (MARKETERS) ALWAYS THINK CHANNEL FIRST, AND WE TEND
TO APPLY OUR OWN DERIVED VALUES ON CUSTOMER'S MINDSET.
9. 80% OF AN INITIATIVE
BEING A SUCCESS OR A
FAILURE IS BASED ON
THE CONSUMER
INSIGHT.
SO HOW DO WE ARRIVE AT ONE?
10. NOW LET'S LOOK AT HOW TO DERIVE YOUR CONSUMER INSIGHT
What comes handy here is the STP framework
Identify market needs
Segment the market including - Geographic,
Psychographic, Demographic & Behavioural
Evaluate attractiveness / value of each segment
Prioritise resulting segments to choose 'Target'
Identify what is different about your product/service for
each segment
Formulate your message for each segment for the market
Segmentation
Targeting
Positioning
11. KNOW YOUR CONSUMER: SEGMENT & TARGET
USUAL WAY
Male | 25-40 years |
Sec A/A+ | Tier 1 etc
A BETTER WAY
Identify the use case that
brings most of your
demand
12. WHO DO YOU THINK IS THE MOST LOYAL
CUSTOMER FOR A TAXI BRAND?
People who drive and face parking hassles. Non-availability
of parking in major hubs like Koramangala and MG Road.
Hefty parking fees
People who have medical issues and need frequent
trips to hospital - Pregnant woman and dialysis
patients
People travelling to office via autos. Haggling for
meter ride and extra charges
LET'S TAKE AN EXAMPLE....
13. NOW LET'S DO A
VERY SIMILAR PIECE
FOR BUDGET HOTELS
COME UP WITH SIMILAR USE CASE SEGMENTS.
YOU HAVE GOT 10 MINS
14. HOTELS ARE SEASONAL SERVICE CATEGORIES, IS A HUGE
MYTH. BELOW ARE SOME USE CASES THAT DEFY THE NORM
People looking for bulk bookings for wedding guest housing
in a budget.
Backpackers who look for cheaper options for stays.
People travelling for medical tourism.
SAMPLE USE-CASES
NOW CHOOSE THE SEGMENT YOU NEED TO GO
AFTER AND TARGET FOR BETTER CONVERSIONS
15. COMMUNICATION - TARGETING & POSITIONING
LET'S ASSUME WE TARGET PEOPLE WHO COME FOR
MEDICAL TOURISM AND WEDDING GUEST HOUSING
IN BOTH CASES THE USUAL PRODUCT OFFERINGS
BECOME TERTIARY CONSIDERTATION POINTS
Proximity to the hospital - #1 decision maker
Home cooked food - longer stay duration
Cab pick & drop service to the hospital - Delight
Proximity to wedding venue
Flexible cancellations - #1 consideration
Free pick & drop from airport
18. CHANNELS WHERE PEOPLE WHO ARE ALREADY IN
THE MARKET ARE LOOKING FOR YOUR PRODUCT.
AT THE BOTTOM OF THE FUNNEL
JUST DIAL, SEARCH, YELLOW PAGES, TOUR
OPERATORS, FRIENDS & FAMILY, HOTEL DESKS
01HARVEST
19. CHANNEL WHO CATER TO POTENTIALS/PEOPLE
WHO ARE ONE STEP AWAY FROM THE MARKET,
WHO MIGHT NEED YOUR PRODUCT.
GOOGLE MAPS, ZOMATO & AIRLINES
02CONTEXT
20. FIND OUT SEGMENTS WHO HAVE COME FROM
HARVEST AND CONTEXT AND GO TO CHANNELS
WHICH RESONATE THEM THE MOST
HOSPITALS, PARKING SPOTS
03TG
21. STITCHING IT ALL TOGETHER
CUSTOMER
(USE-CASE)
CHANNEL
(CONTEXT)
COMMUNICATION
(VALUES)
CONVINIENCE
SAFE
ON-DEMAND
AVAILABILITY
PARTNERSHIP
WITH CLOUDNINE,
HOARDINGS NEAR
HOSPITAL,
REFERRALS
PREGNANT WOMEN
WHO TAKE TAXI
FOR
REGULAR HOSPITAL
VISITS