blyk india gtm strategy

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Blyk on Aircel Launch Mobile Marketing – The cornerstone of the overall marketing mix

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The Go to Market Strategy for Blyk India Launch

TRANSCRIPT

Page 1: Blyk India GTM Strategy

Blyk on Aircel Launch

Mobile Marketing – The cornerstone of the overall marketing mix

Page 2: Blyk India GTM Strategy

Objective: To launch Blyk as India’s first mobile magazine for young people on the Aircel network.

Target Audience: 18-29 yr olds

Page 3: Blyk India GTM Strategy

Modus Operandi - Mobile

^ Mobile marketing was a part of the overall marketing mix as the key driver for customer acquisitions.

^ The target audience chosen were Pocket Internet users. The profile of the target audience was mostly students who buy unlimited internet packs of short duration from the operator.

^ The marketing campaign was designed to opt-in the audience & subscribe them to the FREE magazine. Let them experience the service in all its entirety. Eventually incentivize people for the Member Get Member scheme to drive organic growth.

Page 4: Blyk India GTM Strategy

The Opt-In Campaign

Page 5: Blyk India GTM Strategy

The Logic behind offering the service for FREE

^ The best way to understand what Blyk on Aircel offers its customers is to experience the magazine on your mobile. By being a subscriber.

^ To create ambassadors for the brand, we needed people who would sample the magazine and be advocates for it.

^ These people would then be responsible for advocation & form the basis for the Member get Member scheme & its organic growth pattern.

Page 6: Blyk India GTM Strategy

Opt-In for Magazine Subscriptions

Pocket Internet Subscribers

Mostly students who buy unlimited,

inexpensive, short term internet packs.

Get a FREE subscription to India’s first youth mobile magazine. Reply with Y to get updates on movies,

music, events & more. Its FREE to receive & reply to

Blyk messages. ^YES

Page 7: Blyk India GTM Strategy

User’s who answer positively are subscribed to the Blyk Magazine for FREE.

YES

Blyk Subscribe

rs

Page 8: Blyk India GTM Strategy

Blyk Messaging Plan

Jokes/PJs/Quotes/Trivia Blyk asks

Celebrities Fashion GadgetsSports

Should Dhoni be allowed to play in the semi-finals? ^ Y/N

Blyk asks: What kind of TV shows would you like to get updates on? 1)Family dramas 2)Reality shows 3)Music videos 4)Soaps ^1/2/3/4

Here’s what’s happening in your town. 1) Biryani & Beer 2) Mafia Night 3) Live classic rock 4) 3 new movies What do you want to do this weekend? ^1/2/3/4

TV & filmFor the

weekend

 Salman Khan To Judge Zara Nachle?

Tech Support:: "What type of computer do you have?"Customer:: "A white one."

Page 9: Blyk India GTM Strategy

Blyk Subscribe

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Subscribers are exposed to the Blyk Messaging Calendar (Magazine) for two weeks.

Chikni Chameli is a blockbuster. Want to get a video clip? ^ Yes/ No

YES

Responders

Page 10: Blyk India GTM Strategy

Blyk Subscribe

rs

Profiling Advocates….

Enjoying the messages from 54455? Would you recommend Blyk to a friend? ^ YES

YES

RespondersBlyk

Advocates

Page 11: Blyk India GTM Strategy

Blyk Subscribe

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Giving Advocates incentive to Invite Friends – Member get Member Scheme

Want 300 FREE SMSs? Recommend Blyk to a friend, Send friend’s

phone number to 5445500..

5445500

98XXXXXXX New Member Invite sent.

Page 12: Blyk India GTM Strategy

Member Get Member Scheme

^ When a user sent a friend’s number to 5445500, the invitation to Blyk was sent across to them.

^ Once a member clicked on the invite & joined, 300 SMSs were allocated to the invitee with a thank you message.

^ Made them feel like a RockStar!

Page 13: Blyk India GTM Strategy

The Complete Picture

Page 14: Blyk India GTM Strategy

In addition to the mobile marketing plan the whole picture consisted of:

^ Outdoor Advertising: Posters & Hoardings about Blyk on Aircel were splashed across all of the circles where Blyk was available.

^ Retail: The Blyk on Aircel plan was available near most youth hangouts & colleges

^ Print Ads: Print ads in most youth dailies & periodicals.

^ TV & Radio Ads: The TV & Radio ads were scheduled in Youth slots across all youth programming.

Page 15: Blyk India GTM Strategy

Outdoor Sample:

Page 16: Blyk India GTM Strategy

Retailer Collateral Sample:

Page 17: Blyk India GTM Strategy

Retailer Collateral Sample:

Page 18: Blyk India GTM Strategy

Retailer Collateral Sample:

Page 19: Blyk India GTM Strategy

Print Ads:

Page 20: Blyk India GTM Strategy

TV Spot:

Page 21: Blyk India GTM Strategy

Result Comparison between both strategies

Dec-1

0

Jan-

11

Feb-

11

Mar-1

1

Apr-1

1

May-1

1

Jun-

11

Jul-1

1

Aug-1

1

Sep-

11

Oct-1

1

Nov-1

1

Dec-1

10

500000

1000000

1500000

2000000

2500000

3000000

Total MembersOpt-in ProgramReferralsRetail (affected by adertising)

Page 22: Blyk India GTM Strategy

The Mobile Marketing Strategy won hands down!

Today Blyk on Aircel reaches 2,505,562 young urban people in India daily with

targeted content and advertising messages delivered

to their inbox. The strategy is 100% mobile & 100% opt