Online Free Recharge : E-commerce Curiosity

“E-Commerce Curiosity,

Market becoming Digitally,

Content Driving Fluently…

Companies are offering to Consumers ‘Value for Money’ and

Consumers are becoming Happy! ”

5 year ago (In 2008-09 appx.), it was a time where consumers were visiting retail outlet for their mobile recharge & bill payment, Data card (For Internet) & DTH recharge. Slowly (between 2010-11 & 2011-12) scenario has changed and the same stuff has been churned into online & divided into two sides: first side consumers have been initiated recharge from telecom service provider’s website through online & another side recharge from various sorts of ‘online recharge websites/portals’ for their convenience. Again, stumbled on drastic change (In 2013-14) that online recharge is became extremely easy & convenient today due to increased Smartphone users & internet users, apps presence, payment security & besides consumers are being getting different promotional offers on recharge.

As today, consumers are doing their various sorts shopping through online, so now, the entire competition scenario has switched over into online shopping portals for some specific categories (Including Apparel, Electronics- IT items & Accessories, Stationers, household etc.) because consumers are getting economy price, additional benefits & same branded items which are available at showrooms/outlets. For e.g. competition between Flipkart.com & Amazon.com increasing apart from competition between Lenovo & Dell which is available on Flipkart & Amazon.   

Recharge Trend of Mobile (Pre-paid & Post-paid), Data card & DTH (Direct to Home-TV channel):

(1) The ratio is becoming higher of pre-paid mobile phone & Data pack (Internet) through ‘Free online recharge portals’ rather than telecom service provider’s website and local retail outlets.  

(2) The ratio is becoming higher of Post-paid mobile bill payment through online (including corporate clients) rather than visit direct outlet. Consumers are not yet much preferring bill payment through ‘Free recharge portals’ except the age group of 18-25. Though, it will be escalating soon as online recharge portals are being offering an additional benefits.

 (3) Overall ratio is mixed of DTH (TV channel recharge) between online payment & direct payment at outlet. However, it will be online soon gradually.

There are 20+ online free recharge portals presence across Indian market out of them 2-3 brands (Freecharge, Paytm, Mobikwik) are extremely vigorous & created hype of ‘instant recharge’ & get additional offer.

Media Presence & Brand Analysis:-

(1) Freecharge: - Campaigning on TV commercial & Digital. Recently, introduced TVC which is trying to change perception of parents who are believing that their son/daughter are wasting money unnecessarily and conveying message ‘recharge on freecharge, get free coupon of equal amount of recharge’. Freecharge has integrated with over 60+ brands coupon where consumers can get wide range of offers choice during recharge which is influential & magnetize to target audience. 

(2) Paytm:- Campaigning on TV commercial & Digital. Paytm has also released two TV commercial which is simply conveying ‘instant recharge’. Recharge is done instantly but majority coupons are chargeable & also get cash back some fixed amount as per mentioned in offer by Paytm.

(3) Mobikwik:- Campaigning on Digital. Recharge is might done instantly but need to create influential offer as well as significant thing is need to update mentioned offer & offer period etc. Overall brand is not precisely developed yet.

Being a consumer, I have done personally in-depth analysis of following online free recharge portals:

When I was going through consumer review, referring various websites & read review as well as also taken personal view from different person and I found one of the most important & common stuff is that lots of consumers have been commented negative feedback like amount not refund, recharge not done, payment credited but balance not received, not getting support & feedback from customer care etc.

 In general online shopping/buying transactions are increasing however consumers are not feeling safe or trust or comfortable/convenient. Mostly, consumers are reviewing different websites before buying online. To develop trust & safety is most important for online market. Because entire online market growth is totally rely on ‘word of mouth communication’, consumers are taking opinion from their group relatives, colleagues or friends before buying anything through online. So develop strong trust, your brand reach high & build automatically wide consumers network. Advertisement /campaign can generate only awareness for online market but only trust & word of mouth communication can build strong brand image & identity along with wide consumers’ network.

Build Trust + Build Strong Word of mouth communication = Online Strong Brand Presence !

Online Classified : Olx V/s Quikr

                           Era of Smartphone Mobile, Now Classified Online!  

                                   Mobile Apps, Download Quikr V/s Olx!

Mobile market has been evolved the entire living life style as well as made change in consumers psyche & perception level where consumers can easily get more than 70-80% items through the mobile.  Amongst the all medium, Mobile (Including all sorts of mobile), Social Media & Digital Media are very prominent as a separate medium despite of part of Digital Marketing.

Olx & Quikr are an online classified advertisement medium and became meeting point for consumers to consumers. Both brands have been changed entire scenario of classified advertisement category within 8-10 months and aggressively active in-context of brand awareness and consumers experience with online classified in Indian market.

Founded: - Olx in 2006, Quikr in 2008

Total Online Classified Market in India: - Appx. INR. 1500 to 1800 Crore

Quikr & Olx having identical strategy stuff towards target audience like:-

(1)  Meeting to consumer to consumers only

(2) Take a photo of used goods and upload in free cost on site

(3)360 degree Brand activation & communication campaigning strategy including TVC, Print, OOH, and Digital.

(4) An identical communication in both of the campaign ‘Sell’:-

 Quikr communicating message: - ‘photo khech, quikr pe bech’ i.e. (Take a photo, sell on quikr)

Olx communicating message: - ‘phone ko banao sell phone i.e. (Make your phone sell phone)                  

(5) Subsequently 2^nd phase of brand campaign conveying similar message is that ‘earn from home by selling used goods’.

One of leading e-commerce retailing brand Flipkart which is selling solely new goods online and recently it has integrated with Olx for joint marketing campaign, also have already been initiated few campaigns. The endeavor is urging consumer experience by offering sell used products on Olx and buy new brand from Flipkart. This integrated strategy is like ‘value-for-money’ for not only consumers but also brand too which will be also influencing on cost too.

Flipkart tie up with Olx Advt.

 Though, still it is an essential to develop trust in consumers mind for online classified buying. Both the brands Quikr & Olx have created online classified market in India as well as enriched brand awareness, few categories are being successively well like Job, Real Estate, Mobile phone, other IT products, electronics & furniture stuff, Car & bikes  etc. More than 50% traffic approaching through mobile apps in which mainly between age group 18 to 35.

However, personally I have observed there are numerous complained from consumers who have not been satisfied due to various factor and consumers are also responsible themselves due to their mistaken. I would like to suggest that consumers must have to read buying & selling safety tips before make any final decision or process.

Safety Tips: - http://www.olx.in/safetytips.php

Consumer dissatisfaction is always leaving bad impact on brand image despite of effective brand campaign & selling strategy. Total internet users in India 137 million (Appx.) and out of them only 18% people are buying online (2013 figure). Hence there is enormous opportunity & online buying trend is being increasing in India. It is also influence on newspaper classified because slowly consumers are being diversifying into online classified.

Olx & Quikr should try to launch campaign on safety tips in order to build trust as well as consistently focus on best services where consumer does not have any chance to make complain and if any complain then immediate to take action & resolve it. Only Consumers satisfaction can build brand strong, higher brand vale, and make brand ‘Trustworthiness’.”

In any social media strategy, the most significant element is that consumer/customer conversion ratio (New, Existing or Repeat customers), consumer satisfaction ratio, involvement or interaction metrics with customers rather than increasing page views or unique visitors, no. of fans, followers, likes, favorites, pins etc.

Brand value/equity is always measuring primarily on consumer / customer satisfaction!

Honda is Honda

First ever an astonishing & clutter breaking corporate campaign is initiated by Honda across India. The TVC Campaign end with “Zameen se jab hum paon uthte hain, pankh apne aap lag jaate hain” (When we take our feet off the ground, we get our wings) and emphasizing on ‘Honda is Honda’. Honda is solely emerging in Indian market now. The campaign has covered various segments of audience & places like children, villagers, younger people (including male/female), Honda riding scooter & bike, religion saint, foreign tourist etc. & catching their eyes towards skydivers who are flying and making shape of Honda ‘Wings’ logo.

Television Commercial: - http://www.youtube.com/watch?v=Dn_RzF8YSfE (Honda Wings)

Subsidiary brands of Honda Motor Company Ltd.:-

(1)  Honda Acura: - Luxury car brand based at Japan

(2) Honda Racing Corporation: - Specially manufacturing sports car - Racing cars)

(3) Honda Motorcycle & Scooter India: - Two – Wheeler

(4) Honda Performance Development: - Specially manufacturi

ng sports motorcycle

(5) Dongfeng Honda Automobile Co., Ltd.:- Automobile manufacturing incorporated in China. It is joint venture between Dongfeng Motor Corp. & Honda Motor Co.

(6) Honda Cars India: - Manufacturing cars

(7) Honda Aircraft company (Brand known as Honda Jet):- Incorporated in United States

(8) Guangqi Honda Automobile Co., Ltd.:- Joint venture between Guangzhou Peugeot Automobile Company & Honda Motor Co.

Branding & Communication Strategy:-

Honda ‘Wings’ a clutter-breaking concept really exerted well in1.34 minutes TVC corporate campaign launched in India by Honda Motorcycle & Scooter India (HMSI) & touched heart millions of Indian people. The entire campaign is conveying message not only brand value but also expressing consumers/customers value too who aspiring their dreams come true with Honda. When Sky divers is shaping Honda ‘Wings’ logo, brand itself is expressing brand value & brand recognition towards consumer’s mind. Honda has done well-planned pre-production, period, post-production & execution by strategically, this could happen only when communication brief planned precisely. HMSI (Honda Motorcycle & Scooter India) has executed first phase of teaser campaign through digitally and subsequently entire campaign is consecutively on-air on TVC, Print and OOH across India.

At the end of 2010, after dissolving joint venture between Honda Motor Co. (Japan) & Hero Cycle (India). Subsequently in Aug. 2011, Hero cycle has come up with renamed as Hero Moto Corp & launched corporate campaign ‘Hum mein hain Hero’ i.e. (Hero inside in us) with communicating Hero Honda is now Hero Moto Corp. And, Honda has been introduced its first corporate campaign in June 2012 which was conveying message like Hamein Jaldi Hain i.e. (We are in hurry) and campaign was ending with the voice of Mr. Akshay Kumar (who is being endorsed brand Honda in India) Sach kardenge sapne (Dream comes true). 

Television Commercial:-

 http://www.youtube.com/watch?v=VFEYmqWOwu8  (1st campaign launched in June’12)

Strategically, the aim of Honda was conveying message that the existence of Honda in Indian market will be continuing as a solitary brand with tagline “The power of dream”.  And, in 2^nd phase of strategy after becoming a market leader with 52% in scooter segment and achieved 40% growth in motorcycle segment within the month of Apr. ’14, Honda has launched ‘Wings’ corporate campaign with innovative concept of sky divers & established as strong brand equity in Indian home ground because Honda brand is being identifying as best in technology, quality & innovation since joint venture with Hero.

Market Share in%

Market graph is precisely showing that how Honda is growing in scooter & motorcycle segment against rival brand and consistently striving to ahead of Hero Moto Corp. (For Motorcycle segment).

Moreover, ‘Honda is Honda’ campaign is driving trust, building brand identity & equity through only ‘wings’ by drawing attention of consumers. The purpose is to become brand loyal whenever consumers see ‘wings’ or having any dreams/goals, Honda must come first in mind of consumers which is been reflecting by this corporate campaign.

Definitely, Honda will influence on rival brands & an opportunity to become brand leader as well as brand loyal in Indian market.

Dominating Domino's Digital Strategy : Pizza Mogul

Key Highlights Domino’s Pizza:-

(1) Market presence in 72+ countries.

(2) Total 10,500+ Stores worldwide including 750 in the UK, 4,900 in the US and 650 in India.

(3) India has become the largest international market for Domino's outside its home market. Mostly Indian pizza flavors like paneer pizza, chicken tikka masala (spice) pizza, and kheema do pyaza pizza are selling internationally.

(4) Enriched an innovative concept “delivery in 30-minute” in 1973. Today, McDonald is also offering “delivery in 29 minutes”.

Origin:- Dominoes / dominos word is representing to the collective gaming pieces making up a domino set (also known as a deck or pack).

Similarly, an international dominating brand Domino's has initiated an innovative digitally pizza buzz in across UK, and given an identity as “Pizza Mogul”. Pizza Mogul is a digital places where customers allow making their own taste & choice pizza, give any name which they aspiration, sharing it in your digital network and earn money from 0.25 cent to AU$4.50 every time when someone buys it.

Log on: - https://www.pizzamogul.com.au/#!/home

Brand Strategy & Analysis:-

Domino's digital strategy is revealing their fans (consumers) to make pizza by their choice, taste & convenience. Domino s is intend to keep consumers engaging with brand, identify their taste & preference through social media and being leading brand it can reach effortlessly to millions with wide range of customized pizza across the globe. 

An amazing is that ordinarily company is offering customized product to consumers but here Domino's is offering to make customized pizza as consumers aspiration & share it on their social media network whenever they desire.  This can be considering as a core competency, strong brand identity & brand equity of Domino's and make consumers satisfaction which can easily transform into brand loyal.

Today, Smartphone users are being increasing, its penetration level is also becoming high, simultaneously digital medium presence is also growing globally and people are buying various sort of stuff through online by downloading apps.  58 % of Domino’s orders in the United Kingdom now are through digital whereas about 40 % in the United States.

Domino's has executed appropriate digital strategy & created innovative hype of pizza making & sharing and ‘Pizza Mogul’ name itself is representing ‘Pizza Power’ where consumers can create customized pizza by self & consumer can feel happiness as well as confidence. Domino's strategy is certainly influencing to rival brand Pizza Hut. Domino's is awfully vigorous presence on digital, print, TV with various campaigns than rival brands Pizza Hut, Papa John’s, McDonald etc. and moreover Domino's is consistently trying to engage with consumers.

Ready to make Pizza by own with Digital Domino's ‘Pizza Mogul’ buzz!!!

McDonald's Gol on Viral...

Being a part of digital marketing strategy, Viral marketing strategy has evolved social scenario & moreover today things are becoming viral on daily basis by using various social medium. There are 4 factors through which has been sprouting entire global scenario and digital marketing came into the picture as a Social Media Marketing:

All of these factors are extremely co-related wit h each other or it can say that digital marketing strategy is incomplete without these four factors.

Overall I did observed & analyzed that the right time of Viral marketing strategy can be on any festive season or events where there is huge chance to get an effective result of brand/rebranding or repositioning, get mass traffic & engage with your customers  as well as can convey message precisely.

McDonald’s Gol is being on viral since beginning of FIFA World cup 2014 and already been achieved gol by introducing an innovative campaign for French fry box packaging along with apps on YouTube, Twitter, Facebook, Google+ & many other social media. On the right time, McDonald has been executed an influential strategy  & furnished creative sports shape artwork in 12 French fry box which gives augmented experience of Football game those who are lover & having passion of Football. Moreover, boxes are available in total 119 markets across the globe.

Packaging 12 artwork Fry box

Commercial Campaign:- http://www.youtube.com/watch?v=-T7zyezBkuY

This 1.51 Minutes commercial already viewed by 52.42 Lacs people globally and commercial is conveying message with McDonald’s Gol apps that any one (Age of people) can play football who have spirit of playing. An amazing & unique concept created by McDonald by launching Gol apps where people can play easily football game & feel experienced like real game.

McDonald’s Gol App:- http://gol.mcd.com/en.html

Two things must be consider before executing & during plan of Viral Marketing Strategy:

(1) Content and (2) Visual image/video with precise message. If these both will accurate & effective, assure your brand will be extremely on viral and cross million people. It must be an essential to engage customers in viral marketing.  Here is mentioned FIFA World Cup 2014 analysis:

It is clearly shown most engaged top 5 countries, hashtag & social mention analysis & usage volume, response on Facebook FIFA official site etc. This analysis stats is playing vital role during campaign plan & accordingly you can make revised strategy too.

Go on Viral with Visual..

“Content Strategy Develop Brand

 Viral Marketing Strategy Build Brand

 Social Media Marketing Strategy Build Brand Equity….”

Veg Wash + : Vegetables & Fruits Cleaner

Today, things are becoming customized globally as like demand. There are two types of aspect behind it: 

(1) Companies are introducing customized products & create the demand for same and 

(2) Consumers/Customers are demanding customize where companies need to create customize product.  Why is it becoming an essential to introduce? Because consumers are looking for convenience apart from brand, quality & price. Here, I would like to emphasize again the same concept which has been highlighted in my earlier post and it is most decisive part for new product development as well as strategic planning.

Overall the scenario is like that consumer can churn easily to either rival brands or substitute brand where they can get not only value for money but also feel convenience of which they have desired. Today, consumers have enhanced alternatives during the buy any products in any categories like personal care (Including cosmetic items), oral care, automobile, food & beverages, health care, herbal care, electronics, apparels, Jewellery, Home appliances, Financial services etc.  There are available ample of multiple advanced features in all above mentioned categories where consumer can feel convenience and still it is adding more features at regular interval as demand being created & the same being introduced into the market accordingly.

Pune (India) based Brand Veg wash+ (brand from Autodynamic Engineering Pvt. Ltd.) which is cleaning vegetables & fruits from bacteria, chemical pesticides & preservatives, organic pollutant & dirt which cannot remove through natural water stating by Veg wash+ and has initiated campaign on print media. The same product of brand ‘Good Home Vegetable & Fruit Wash’ has introduced in March, 2013 by TTK healthcare.

Print Campaign

Brand Veg Wash+ & Good Home Rivals 

Brand Veg Fru Wash - Rivals

Though, the concept is innovative however, this product is not much aware in Indian market. There is an opportunity & market potentiality to develop brand. But it must require to plan specific BTL (On ground) promotional strategy in order to create mass awareness & how product works. 50% (Appx.) of Indian food (Vegetables & Fruits) products being contaminated & More than 98% (Appx) consumers (Including all class people) are cleaning vegetable & fruits by natural water in India, hence it is not easy task to change consumer mind for such product acceptance & this product is more influential towards women. So strategic plan & execution (BTL Strategy) must be accordingly where target audience (Women) can cover & get trust towards products. Otherwise concept will remain void & worthless.

Market Players: - Veg Wash + (http://vegwash.co.in/), Veg Fru wash (http://www.vegfruwash.com/), Good Home Vegetable & Fruit Wash and few more local players.

It’s become an easy to enrich brand but difficult & challengeable task is to make brand loyal & royal until consumer will not feel convenience. Initially, they may buy brand 1-2 or few more times but if they shall supposed to be getting rival or substitute brands with additional advanced features, definitely they shall  be going to try it & slowly churn into it.

Hence, brand strategy planning & execution must be towards “convenience” for consumers/customers because it will cover entire aspect like price, quality & brand. Just need to focus on “how can consumer feel convenience? Try to understand their psyche level during conversation, understand the market gap between consumers thinking level (Product which they desired) & product when they looking, observing & analyzing before buying.

Let’s see whether brand Veg Wash + can create hype in India market or not!

Customize = Convenience = Customers/Consumers

Flipkart.com : E-commerce Trend & Analysis

Recently, a big deal has done in Indian E-commerce Industry, Flipkart which is one of the leading online e-commerce brand in India has acquired Myntra.com fashion online retail brand. As both brands Flipkart & Myntra.com incorporated in India 2007.

Acquisition Journey by Flipkart.com:-

  Ø  WeRead in 2010 (Social book Discovery Tool).

  Ø  Mime360 (Digital Content Platform) and Chakpak.com (Bollywood News Site) in 2011.

  Ø  Letsbuy.com in 2012.

  Ø  Myntra.com (Fashion retail brand) in 2014.

E-commerce trend is growing in India and number of consumers are being increasing in online shopping due to Smartphone users as well as internet users are being increasing too simultaneously. Today total e-commerce market in India $2 billion appx and is expecting to whop over $20 billion by 2020.

Key highlights, survey & analysis of E-commerce in India (Fashion Category):-

             

From the overall analysis, I would like to carry on my concept & strategy on E-commerce is that must focus on strategy “Convince + Convenience” towards consumers/buyers. Because in India, consumer preference and psyche towards buying any product is very different. Though, today consumers are buying various product through online in specific category like books, computer & electronics items, apparel, movie ticket etc. and however, it becomes an essential to focus more on other categories where estimated sales ratio is not moving.

Consumers are not ready to buy in-spite of  they are well-aware with online buying system as well as availability of those branded products in better price which they want to buy.  Why? Because they are not feeling convenience & satisfaction level compared to offline buying.

You will find upright growth in categories like computer & accessories items, books, movie tickets because target audience know well about those items & having confident so, they will buy online easily & regular base. Whereas other categories like fashion, electronics items, eye care, healthcare, cosmetics, kitchen appliances etc. in which target audience know that branded items available online in better price however they are not ready to buy because of lack of convenience & buyers are not getting physically touch & feel of those products. Buyers have to take decision only on virtual & featured description base as it has given online.

However, marketers are consistently trying to cover market through online & increase consumers’ base. Now, Flipkart will expand it fashion portfolio along with Myntra.com & targeted to invest appx. 100 mn on fashion brands in order to lead in fashion category & rival Amazon.com which has launched in India since 11 months.

There will be two core strength of Flipkart & Myntra.com after acquisition:-

(1) Consumers satisfactory level is high by providing prompt doorstep services with offered brands & replacement guarantee as per policy.

(2) Myntra.com having extensive ranges of fashion brands

There is vast opportunity & untapped e-commerce market in India but the only significant role is to provide conveniency towards target audience. Once they feel it, easy to convince & they shall getting confidence during buying decision, as well consumers’ satisfactory level will become high automatically. 100+ e-commerce brands (sites) are available globally but success & leading only few out of them.

Today, Consumers are focus not only price, quality & brand but also desire convenience. Flipkart has vast opportunity in fashion category after acquiring Myntra.com but the only need to be focus on convenience strategy by offering innovative services. And, it can be threat for rivals Amazon.com, Snapdeal.com,         e-bay.com, jabong.com, yebhi.com etc.

Convince + Convenience = Success of E-commerce