Seema Behera

IIM Rohtak
 Background
5000 colleges in India
31 million students study
in these colleges
8.9 million students do not
get hostel occupancy
37.4 million are migrant
professionals earning up to Rs.
10 Lakhs
Untapped demand of
46.3 million beds
Category Trends & Prospects Research Techniques
• Movement of masses from tier
2 and tier 3 cities to metro
cities and tier 1 cities for higher
education and employment
• Highly unorganized sector of PG
accommodation and rental In depth interviews with people
houses of different age groups
Age :16-25
• Low customer loyalty 25-30
30-40
• PGs and rental houses are 40 & above
preferred because of
misconceptions like security
issues and Low cost prevails
 1 Women and couples have
Driving Insights concerns about safety issues
when it comes to renting a
property
2 Oyo has value proposition
3 Emotional value is
of low cost and
associated with homes and
usually a high involvement
standardization hence has a
investment so threat of
high brand recall
substitutes is high

On the basis of these insights, the following are the evaluation parameters I have arrived at the brand purpose of OYO

Authentic Universal Executable Emotional Secured Brand Fit Differentiation Imitable Easy access

Brand “OYO sab sambhaal lega”

Purpose To relieve every tension associated with renting properties by leveraging trust and high value proposition
 Factors affecting while searching for rental properties for…..

Working Professionals Students Women

Full Proved security

• A group of people could stay in one
• Get The Perfect House apartment Good neighborhood
• Dealing With House Owners • Low cost Public and private transport facilities
• Transportation • Domestic Help Availability of Basic amenities
• Food • Eateries, Grocery and stationary facilities Hygienic atmosphere
nearby
• Packing/Unpacking
Domestic help
• Transport facilities
• Hunt For Domestic Help
Fully furnished
• Peaceful atmosphere
• Dealing With Network Providers
Roommate/ Flat mate preferences
• Security
Good food

Barriers while choosing OYO Life

• Though OYO has always tried to standardize its services and amenities still its service quality and reliability is questioned
• Some incidents stated on social media has raised safety concerns for customers with OYO
• People have complained often that Pictures on OYO app do not match with the actual room sometimes
• Customer reviews are not shown for some hotels and only ratings are displayed.
 Communication Framework

Customer Channel Concept Carry out Calculate

Newspape
Billboards

magazine
Activities

Movies
Drivers

Media
Social
Radio

Local
App
Key

TV

r
C1 Local language
C2 Repeated Ads
C3 Value
proposed ads
C3 Brand Image

Khud ko do araam ka tofa, kyunki OYO sab Naye ghar mai apki hifazat… OYO ki
Deployed in 4 stages: sambhaal lega zimedaari…OYO sab sambhaal lega
CONCEPT Ghar dhoondne se
Dhoondne se toh bhagwan bhi mil jata hai Ghar ke saath… gharwali na sahi par khana
“OYO sab sambhaal lekar… naye ghar ki
peheli chai tak ka ghar kya chiz hai… baat toh tab hogi jab banane wali zaroor milegi…OYO sab sambhaal
lega”
safar… sabse kam daam pe mile ghar…Ab toh OYO lega
paise bhi sambhaalega….

Differentiation

Network Know your Contract of

Well Security Domestic minimum 3 Value for
service roommate/
furnished services on help on months to money
provider on flat mate
home demand demand gain trust
demand beforehand
Thank you