Promotional Strategy

The promotional strategy that we have planned is a national level marketing through online
music streaming platforms such as Spotify, Gaana.com and Jio Saavn and through video and
poster advertising using google ads and YouTube ads. We are also offering coupons and
rewards which would drive more footfall to the website and interest people in trying our
product through online wallet platforms and sports good shops. We are also using our Mobile
Marketing Strategies by forming a partnership with the trek apps and direct database
Marketing through emails and text messages. We are also planning online launch events for the
product and social media influencers for social media marketing to increase the awareness of
the brand and product. We are also using offline advertising through Banners.

Marketing Budget
The marketing budget allocated for the first year is ₹50,00,000 and increases to ₹70,00,000 in
the second year and ₹87,00,000 in the third year.

Advertising:

The advertisements have been categorized into Music Streaming apps, google ads and YouTube
Ads. The cost of a skippable advertisement ₹0.06 per impression. We have chosen 10,000
impressions per day through all the music streaming services. We have allocated a budget of
₹2,00,000 for the google ads and ₹3,00,000 for YouTube Advertisements. For the Second year,
we have planned a skippable advertisement which costs us ₹0.09 per impression and we have
planned to increase our number of impressions to 20,000 per day. And for the 3 rd year, we have
planned for advertisements with clickable links which costs us ₹0.2 per impression and the
number of impressions as 20,000 per day. We have allocated the same budget for Google Ads
and YouTube Ads as of year 1. And have increased the budget to ₹4,00,000.
For year 1:

Advertisement Marketing
  Rate per Number of Cost per day Cost per
impression impressions year
in a day
Commercial Music 0.06 10000 600 219000
streaming services
Google Ads 200000
YouTube Ads       300000

For year 2:

Advertisement Marketing
  Rate per Number of Cost per day Cost per
impression impressions year
in a day
Commercial Music 0.09 20000 1800 657000
streaming services
Google Ads 200000
YouTube Ads       300000

Year 3:

Advertisement Marketing
  Rate per Number of Cost per Cost per
impression impressions day year
in a day
Commercial Music 0.2 20000 4000 1460000
streaming services
Google Ads 200000
YouTube Ads       400000
Partnership:

Mobile Marketing: We have made a partnership with few applications in India in which the
customers can book a slot for their trek. We will offer an option to add “Barobar” in those apps
when they book their slot. A 10% of the Sales made through these apps are given to the apps,
which is projected to be 2% of the total trekker population in India.

  Number of Projected Total Sales  Cost

Trekker Sales of through apps through
Population Barobar trek apps
Partnership with Trek 743160 14863.2 2526744 252674.4
Apps

We have built a partnership with Online Wallet platforms like Google Pay and Paytm to give the
customers coupons and rewards. We also have planned to campaign in Sports good shops like
Decathlon, Nike, etc., And to add banners and poster of our product in these stores. The budget
allocated to this is ₹16,00,000.

Database Marketing:

We have a yearly subscription for Salesforce for market research to find the potential
customers through the footsteps on our websites. We have also paid a few data vendors to
reach out to them through scheduled emails. We have allocated a budget of ₹1,32,000 for the
market research.

Social Media Marketing:

We have a quarterly online event “Memories with Barobar”, where the top 5 winners are
rewarded with a trip and 4 times a year before the peak season. We have allocated a budget of
₹1,44,000 for the first year and ₹1,52,000 for the second and third year. We have planned a
paid promotion with the YouTube Influencers and Travel Bloggers to increase the awareness of
our brand. We have allocated a budget of ₹5,00,000 for the first year which was increased to
₹9,00,000 in the second and ₹10,00,000 in the third year.

Public Relations: A product launch event has been planned with these YouTube influencers
which would bring us the initial visibility of our product for which the allocated budget is
₹2,00,000. We have planned to sponsor events like Marathons and sport events which is
₹6,00,000 for the first year and increased to ₹15,00,000 and ₹20,00,000 in the third year

Banner Advertisement:
We have planned to put up our banners and posters in all the sports good shops and the retail
shops. We have planned to target 1000 shops every year.

The month wise split up for the first year is given in the exhibit X.

Exhibit X from excel.

The yearly budget allocation for the marketing expense is shown the below table

Marketing spending - Year 1,2, &3

   
Category Impact Year 1 Year 2 Year 3
         
Advertisements  
Music streaming Services 15% 219000 657000 1460000
Google Ads 5% 200000 200000 200000
YouTube Ads 15% 300000 300000 400000
   
Partnership  
Trek Apps 252674.4 505348.8 758023.2
Online Wallet 5% 900000 900000 900000
Sports Good shops 5% 500000 700000 700000
   
Social Media  
Trip Sponsorship 20% 144000 152000 152000
YouTube Influencers 20% 500000 900000 1000000
   
Market Research 132000 132000 132000
   
Banner Advertisement 5% 1000000 1000000 1000000
Sponsorship 10% 600000 1500000 2000000
Launch Event 200000
   
   
  Total 4947674.4 6946348.8 8702023.2
We have analyzed the impact of our marketing strategies using a few metrics. Since we are
target group is from the age group of 22-40, we are targeting more on the online platform. We
have allocated the percentage of impact the marketing categories are going to make in table X.
We have also allocated 20% i.e., the highest percentage to social media influencers because
according to our primary research, trekkers prefer to follow social media influencers when they
go on treks, so these paid promotions would have a greater impact than the other categories.
We have given a least priority to banner advertisement, and the rewards and coupons because
the conversion rate estimated through our primary research about the people trying to buy a
product for a coupon is less.

References:

https://www.themediaant.com/digital/popular-music-streaming-platform-app-
advertising

https://support.freshsales.io/support/solutions/articles/217480-how-to-capture-
website-visitors-as-leads

https://influencermarketinghub.com/spotify-ads-cost/