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