kotak bank digital plan
DESCRIPTION
Few months back i'd pitched a digital plan to Kotak personal banking wing. thought of sharing it with all.TRANSCRIPT
Kotak@Digital
Kotak online search trends
Overall search trend for Kotak bank has grown in the last 7 years, with maximum searches in early 2011.
Comparative search trends for personal banking and corporate banking has grown since 2011, indicating higher awareness levels and online marketing efforts.
Investment banking trended low on search indicating low interest levels or less contentavailable online.
Kotak online search trends
Kotak bank Vs ICICI and HDFC bank search trends
- Interest in Kotak searches significantly lower compared to ICICI and HDFC bank. However search trend for Kotak has remained constant.
- Overall search trends for ICICI and HDFC bank shows a decline post 2011, due to high online reach and awareness.
- States which showed high search trends for Kotak - Haryana,Maharashtra, Karnataka, Tamilnadu, Delhi, Andhra pradesh.
Kotak bank Consumer profile
Working professionals
Families
Corporates
Senior citizens
Savings
Insurance
Wealthmanagement
Credit cards
Loans
Urban women
Kotak bank Digital eco-system
Service website Mobile site Mobile app Facebook Twitter YouTube
PersonalBanking/cards/loans
Mobile website ??
Kotak bank Digital ecosystem
SearchWebsiteFacebookYouTubeTwitterMobileemail
FacebookYouTubeTwitter website mobile email
WebsiteMobileFacebookemail
WebsiteFacebookYouTubeTwitterMobile
Growing online segment -1The urban Indian women
-Only 26% Indian women have accounts in banks/financial institutes.
-13.72 % of SMB’s are run by women entrepreneurs in India.
-Key decision maker in household grocery purchase, holidays, renovations but may not control the cash flow.
-Out of 150 million internet users, 60 million are women in India.
-24 million women access the internet daily, average age group of 15-34 years
-Women who are online are relatively more affluent and have higher disposable incomes.
-Apparels and accessories are the most searched categories by Indian women.
-50% women who surfed online , were influenced by online research before buying a product.
-Email, search and social networking are the biggest drivers for women online.
- Women account for 40% of monthly YouTube user base.
-Women accounted for 21% of online shoppers in 2012.
- 80% women recommend purchased products to others and 25% share reviews online.
- 1 in 4 women buy baby products online.
Current challenges and opportunity
Affluent working women is the key segment, current productemphasizes only on SAVING
In developing nationsWomen are driving purchases and spending.
Very few Indian banks promote online/mobile payment to women. COD is preferred mode of transaction.
“Lifestyle multi-if-not-hyper-tasking: micro-convenience, mini-experiences and digital snacks will rule in 2013.”
Where to Play
“Become online shopping & mobile payment partner for women” – secure, easy and rewarding
Special offers, cash backs, deals when using mobile/online payment, exclusively for women.
Drive higher transaction volumes through credit cards / net banking.
Gifts and deals
-The cash back deals on clothes, apparels- multiple reward points when I shop with partners.-Redeem points for vouchers of online partners
Kotak lets me plan & buy my grocery, on my Mobile.
I get the latest travel deals, online gifts and subscriptions to women's magazines through Kotak - web & mobile
Kotak e-life
I get location based offers from Kotak bank mobile app
Need a secure, easy and rewarding payment option or else will use CASH ON DELIVERY
Always have e Coupons and points handy to redeem.
Kotak e - Life
Website emailMobileSearchSocial
ShoppingE couponsEasyPayments
Social currencySocial badges
Kotak Facebook currency52% of working woman and 55% of non working woman are usingSocial media in India.
Corporate social responsibility initiatives generated maximumEngagement for Indian banks on Social media in 2012.
64,000 female fans for #Kotak Mahindra Bank and growing.
Super girl India
Help a girl child in rural India open a savings account with Kotak
Every payment you make for online shopping with Kotak credit/debit card generates points, which you can donate into a Super girl’s account – from Facebook.
As you donate more points to the super girl account, you start collecting Super girl batches. Super girl batches can be shared on Facebook/Twitter.
Kotak Facebook currency
As you collect more batches, you go upThe social ladder in the “Super girl India” community. Get featured as top contributor in the community and win a exclusive prize from Kotak.
Facebook content “Social independence” •latest fashion trends (content sponsored by apparel e-retailers) •Kotak Women leaders – Women leaders •Online smart beauty contest•Cars women drive.•Travelogues from Women bloggers•“Best man for a job is a Women”
Tupperware India – 993,796 fans and 25,929 talking “Social entrepreneurship”
“Women account for 40% of YouTube monthly usersIn India”
“Indian banks have total 9000 YouTube subscribers, ofwhich Axis bank is the most watched and popularYouTube channel”
Kotak bank YouTube Channel
Current content focused on industry news and updates
2-3 videos focusing on women, highlightingDiscounts and cash backs
Education, health and fitness rated amongThe top 10 content viewed by Indian women
Women on YouTube
Campaigns around “Ask Subbu” createdGood engagement.
YouTube content
Marketing & branded content
Personal banking
Credit cards/loans
Investment banking
NRI banking
Product information
Careers
Tax saving tips
Industry overview
Super girl India
Segment content – Kotak outsmart
Grow community, engaging videos,
multiple topics
Kotak outsmart
This month I’ll pay the house bills before my husband/dad/brother does it..
Just saved few extra bucks when bargained or asked for a deal
Dinner is on me today…
30 second videos, reflecting small winning moments for urban Indian women
Driving school test to Lavasa women rally
Back to office after maternity leave
My Kids are just like me “ Smart”. Taught them how to save money
Link the videos across website home page, Facebook community, twitter and create highEngagement. Add tags and target videos for search results.
“We are going to Bali” just booked the next holiday online.
Ordered shopping vouchers online/mobile
Growing online segment -2
The Indian youth – 15 to 24 years
- 50% of Indians are below the age of 25 years
- 98% youth believe they have the power to bring change in the world.
- Almost 50% youth complain online if they don’t get good service.
- More than 50% claim they derive power from social networks.
- Nearly 42% believe they will participate in a cause or movement which affects them.
- Only 10% look up to public figures as role models.
- Spending behavior for Tier I/II and III city youths is the same.
Mobile Tablet
Laptops PC
Device usage
Emerging trends for Indian Youth
The Indian youth – 15 to 24 years
- 67% students from urban colleges want to be “entrepreneurs” rather than doing a conventional 9 to 5 job. They are looking for quick success and have unconventional life styles.
- Indian youth is more responsive to conservation of natural resources and protecting civic amenities.
- More Indian youth are looking for real conversations and social networks are used to “update and connect”
- Individual image and decision making are key to be noticed. They want to be known by the choices they make.
- Collaborating with others who have similar interests and ambitions is the path for sustainable success.
- 6 out of 10 urban youth are rediscovering India and show interest in it’s culture, mythology and rich history.
#TCS survey for Indian students 2012-13
Where to Play - base activation
Movie Tickets
Onlineshopping
Eatingout Travel
Mobile refills
Music&
ConcertsHigh
engagement
Adoption
Kotak makes these services easy, available and rewarding.
Where to Play
EnablesBase
adoption
mobile, website, social, email
Life Stage – College to Career
Supports
Highereducatio
n
Lets you “DREAM
BIG”
College goer
Post graduate
Entrepreneur
Sociopreneurship
local outlook
Technology change catalysts
Frugal innovation
Digital choice of medium
Where to Play - Sociopreneurship
Touch points & Content“College to Career”
Website – On C2C section offers on movie shows, refill pre paid mobile and get shopping offers.
Mobile – Kotak C2C app lets you share your food bill instantly, buy movie tickets and refill mobile . Keep a tab on expenses and upcoming deals on movies, concerts, shopping. App is connected to Facebook and Twitter and lets you share these offers with friends. See other friends who use the Kotak app.
Facebook – micro community dedicated to Students and latest careers trends. Managing funds and finances early on.
Cover latest college festivals, career events with a help of a youth community member/Influencer/Blogger.
Technology, innovation and young entrepreneur news and events need to be covered.
Touch points & Content“College to Career”
Instagram – contest for best college photos and moments, get rewarded by Kotak.
“College to Career” logo – create and upload on Instagram. The bestLogo will be selected and used on all the properties for C2C campaigns.
“My India my rules” – Best videos from India depicting innovation, change, growth, sustainability. Best videos get prizes and recognition from Kotak (6 minute videos)
Touch points & Content“College to Career”
30 second Videos - “whacky tips to ace the first interview”
Contest – Best video resume – Upload on YouTube and win prizes from Kotak.
Live stream concerts and local music events.
“Pep talk” from young sociopreneurs in India. Short videoStories.
“Student abroad” series – short video compilations fromInternational Indian students and experiences.
Co-create Tell stories
Share
One Kotak
Equity
communication
strategy
Digital CRMConsumerInsight
Customer service
Thank You