AD&CHARGEA MOBILE MARKETING SOLUTION

WHAT IS IT? • A service company which would operate on mobile platforms • The basic company philosophy is that people would be provided with

rewards, garner loyalty points which they may use for their personal purposes

Slogan: “ WE AD YOU CHARGE ”• This would serve as an welcome alternative to the current ad market where

all the benefits are taken by the company and ad platform

CURRENT MARKET FOR ADS With hundreds of billions being

spentannually, the ad market is one of

thesporadically growing sectors with

abright future

STATISTICS The shear amount and

quality of advertisements have caused the decline in conversion rates and also the credibility of advertisements at large

Conversion rates for advertisements in different sectors

MOBILE MARKETING CAMPAIGNS -1 In a stark change from McDonald’s typical flashy

mobile ads that pack multiple calls-to-action and graphics into interactive ad formats, this spring the chain ran a new native ad campaign touting the origins of its coffee drinks.

MOBILE MARKETING CAMPAIGN-2

A similar campaign was run by Scharffen Berger. The ads recently ran as banners in the Pandora iPhone app as part of AT&T’s new sponsored data program, which was introduced earlier this year.The sponsored content was only available to mobile users with an AT&T plan. A click-through on the banner ad brought up a landing page showing a video, and copy on the ad explained to consumers that watching the clip would not dip into data from their phone plans.Consumers could then watch a 30-second Scharffen Berger commercial.Once the clip ended, a message told consumers that they saved two megabytes on their data plan by watching the sponsored video.

MOBILE ADS

With over 4 billion mobile users and 1 billion smartphone users, mobile marketing has become highly relevant in today's world

Why advertisements on apps are relevant ?

Majority of time on a smartphone is being spent on apps. Hence in-app advertisements, notifications have become popular method of advertisements

In-app

advertisements

are not c

ool

NEED OF THE HOUR

A CUSTOMER-REWARD CENTRIC PLATFORM FOR MOBILE ADWARE The present apparition of adware among people has transformed from it being constructive information exchange to becoming a bloatware that people just skip through

THE SOLUTIONAD&CHARGE

A mobile platform that rewards its customers and provides a comprehensive branding/ testing environment for the company where the customers are willing to actively participate

ABOUT THE APP

A multi faceted app that integrates different modes of advertisements and brand communications for the company to the consumers with a seamless user-interface that inculcates a sense of trust in the user

TARGET AUDIENCE• Offerings are sectioned according to the needs of different sections of

society•Teenagers : video advertisements + mini in app games to keep them engaged•Working class: vintage advertisement (ad-tainment) + news feed for engagement

• The major targets however are TEENAGERS and the WORKING CLASS who are the predominant users of smartphones

COLLABORATORS/ PARTNERSCollaborator Function

COMPANY SPONSORS Customers who will be providing revenue to the company TELECOM COMPANIES Partners who would be providing exclusive offers in return for their publicity on our

channel

FOOD CHAINS Coupons, discounts etc. provided by them would be provided to the consumers

COUPON COMPANIES Their logistics and well established network could be exploited

PERSONALIZED GIFT COMPANIES

Specialized gifts to be provided to esteemed customers

AD AGENCIES Database of companies they provide ads, they can also outsource the branding to be provided by them

VALUE PROPOSITION – TO CUSTOMERS

“To provide a money-free service portal to fulfill people’s everyday needs in the comfort of their sofas”

VALUE PROPOSITION – TO COMPANY

“ to provide a trusted environment for effective brand communication to the masses”

SERVICES OFFERED➢MOBILE RECHARGES➢FOOD COUPONS➢PROMOTIONAL DISCOUNTS FROM PARTNER COMPANY EXCLUSIVE TO THE PORTAL

➢DTH TOP-UP➢RETAIL/ E-COMMERCE COUPONS➢NOVELTY ITEMS➢PERSONALIZED GIFTS

THE USER INTERFACE• A SEPARATE ELITE AD SECTION WOULD CONTAIN ALL THE VINTAGE ADS

• A SEPARATE KNOW YOUR ADS SECTION WOULD ALSO BE PRESENT

• AN AD SECTION• AD REVIEW • AN SURVEY SECTION • NOTIFICATIONS• WHY WE DO WHAT WE DO?

PLATFORMS

• The app would initially launch on Android followed by Apple and Blackberry with an online portal which only accessed if user has an active app account

BRAND COMMUNICATIONSLOGAN : “We ad you charge”

To create a sense of comfort and trust towards the brand among the people

Marketing channels:• Social media• Media sponsors• Promotions through credible sources that people trust

REVENUE PLAN• THE COMPANIES PROVIDED AD SPACE WOULD BE

PAYING • A PART OF WHICH WOULD GO TO THE

CONSUMERS AS LOYALTY POINTS (THE PERCENTAGE VARIES FROM 50-80 %) DEPENDING ON THE COMPANY AND THE QUALITY OF THE AD.

Tier 1 : 80 %

Tier 2 : 60-70 %

Tier 3 : 50 %

PROMOTIONS• ALL COMPANY WOULD HAVE TO PROVIDE EXCLUSIVE PROMOTIONS FROM

THEIR SIDE FOR THEIR FIRST MONTH. THE TIER SYSTEM WOULD BE EMPLOYED DEPENDING ON THE OFFER PROVIDED BY THE COMPANY

• AD SUCCESS % WILL BE JUDGED BASED ON THE PERFORMANCE OF THESE PROMOTIONS

• A OVERVIEW OF THE COMPANY’S BUSINESS PLAN WOULD BE RELEASED TO GAIN TRANSPARENCY GARNER TRUST

MARKET PENETRATION• SEVERAL ONLINE SOCIAL MEDIA AND MOBILE CAMPAIGNS WOULD BE

CONDUCTED • PARTNERING WITH EVENT• PARTNERING WITH OTHER APPLICATIONS INITIALLY TO GARNER VISIBILITY

AND MARKET PENETRATION

COMPETITORS• FREECHARGE• MOBIKWIK• Paytm• Recharge.com

USP’S

• A comprehensive branding opportunity for the companies with minimal distractions• Integration with other apps to gain loyalty points (ads played in other apps also gain points)• Seamless way to conduct surveys

Company• Opportunity to earn money at the comfort of your sofa

• To complete day-to-day task (recharging the phone etc.) Without spending from pocket

• Cash-less transactions

Consumers

THREATS• Low quality of ads • Preference of people towards traditional methods of

recharge• Laziness to watch ads• It becoming “uncool”

OPPORTUNITY

• UNEXPLORED ARENA, WITH UNIQUE PROPOSITION PROVIDED BY THE COMPANY

• People’s greed for money• Indian’s craze for freebies

CAPITAL REQUIRED

Initial Investment • INFRASTRUCTURE• Service centre - outsourced• Staff of 20 split into Consumer relations department, Ad sales department,

Technical, Marketing

MANAGEMENT STRUCTURE OF THE COMPANY

• DEPARTMENTS•Technical•Ad sales•Consumer relations•Marketing•Customer care

• PHILOSOPHY FOR EMPLOYEES - “Building a Trusting environment”

TIMELINED

evel

opm

ent

App

dev

Dat

abas

e de

v

Clie

nt

acqu

isiti

on (p

re-

rele

ase

orde

rs)

Prom

otio

nal

Dis

coun

ts &

of

fers

Visi

bilit

y th

roug

h 3r

d par

ty a

pps

Mar

ket

pene

tratio

n

Aggr

essi

ve

tact

ics

Big

billio

n da

y lik

e sa

le“A

d a

day

keep

s th

e m

oney

away

” cam

paig

n

Stat

iona

ry

phas

eSu

rvey

s

Hig

h-en

d se

rvic

es

2 months 6-12 months2-6 months 12 + months

INVESTMENT VS PROFITABILITYInitial Investment : 5 lakhs +

50,000/monthoperating cost

0 2 4 6 8 10 12 14 16 18 20 22 240

2

4

6

8

10

12

14

16

18

Investment Profits

Time (in Months)

Rup

ees

(in L

akhs

)

SCOPE FOR FUTURE

Expansion to a new concept of advertisement where both the seller and the buyer are benefited mutually and one which makes advertisements more interactive