MOTORUX

DIGITAL
MARKETING
PLAN
OVERVIEW

• The overall strategy would be to drive awareness VIA Digital channel and Increase the Customer
Conversions.
• Low cost lead generation activities need to be focused consistently throughout the FY18 such as
Facebook ,LinkedIn posts and Email campaign.
• Drive inbound leads via Digital Marketing (PPC/Display Ads and Social Media)
MARKET TRENDS FOR VEHICLE RENTING
• Many countries have already developed similar vehicle and is running successfully
• This safety vehicle provides customers an efficient and confident driving experience during heavy
rains and unforeseen incidents
• The size of the serviceable available market (SAM) is USD 4.6 billion.
• Tourists and young generations are moving towards hiring a bike rather to spend in cars
• Compared to conventional owning a bike ,renting is more economic where people hire bike as low as
Rs 8 per Hour or 300 per day
LEADING PROVIDERS

• Wicked Ride
• Royal Brothers
• ONN Bikes
• Hwy Rider
• Wheel street
• Metro Bikes
• Byke Mania
• Zing Riders
• TWIC
TARGET BUYERS
Young Generation
People with age group of 20-35 who are either daily commuters or college students

Working women and Housewives

Women with age group of 25-35 who are either housewives or working and commuting daily through cab,
bus or auto

Key Challenges for Target Buyers:

• Safe and secured driving in the city
• Low cost commuting solution
• Safety during rains and incidents
• No overhead of owning vehicles
SWOT ANALYSIS
Strengths Weakness
• Unique solution • New entrant
• Low cost Safety Provider
• Integration with different communication tools
• Mobile powered

Opportunities Threats
• South India growing market • Existing players in market
• Channel Partnering
VALUE PROPOSITION
KEY STRATEGIC FOCUS AREAS
• Expand Bangalore and other South Indian cities-- Expand database though Landing Page or Digital
posts; promotion in local malls.
• Materials and Collaterals – Drive to publish smart and informative materials that serve a
broad array of users, such as Facebook Ads, Blogs and Customer case studies. Creation of
assets for Explore, Evaluate, Try and Buy stages.
• Digital Marketing efforts would be distributed around SEO, PPC, Display Ads and Social
Media Marketing.
• Referrals and Affiliate Marketing – Promote referrals and Identify key channel partners for
co-branding and sales
PERFORMANCE METRICS AGAINST
KEY GOALS(PER MONTH)
1. Leads/Conversions 15000/1500
2. Marketing Qualified Leads: 4500
3. Database additions:10000
4. App Downloads: 4000
5. Web Traffic visits: 50000
6. Web Traffic (unique visitors): 25K
MARKETING BUDGET DETAILS
Marketing Budget: 2,00,000 per Month ( Expected Revenue-7,50,000 per Month)
__________________________
70% Awareness & Branding
• Digital Ads (Facebook)-25,000(1000 per day approx.)
• Digital Ads (Google) – 25,000(1000 per day approx.)
• Digital Ads (LinkedIn)-25,000(1000 per day approx.)
• Billboards-50,000(25,000X2)
15% Direct Marketing
• Email and SMS-5,000
• Posters -10,000
• Landing Pages-5,000(cost of theme on Unbounce)
15% Events and Referrals
• Promotions in Malls-50,000
• Discounted Referrals-5,000
LANDING PAGE
EXPLAINER VIDEO
FACEBOOK COVER PHOTO
FACEBOOK POST
LINKED IN POST
POSTERS
MARKETING PROGRAM PLAN
Q3FY18 Key Programs
• Pre-Launch Briefing for few customers
• Product Launch programs in Bangalore
• PR Release (print media)
• Promote Product in Local malls
• Drive demand generation program with forums
• Social Media Campaign(LinkedIn/Facebook)
Q4FY18 Key Programs
• Drive series of webinars across City
• Promote new asset via email campaign
• Email Campaigns
• Customer Success Story Promotion
MARKETING PROGRAM PLAN
Q1FY19 Key Programs Q2FY19 Key Programs

• Promote Product in different events • Customer Success Story Promotion

• Promotion of Product White Paper • Email Campaigns
• Email Campaigns • Channel partnering
• Social Media Campaign(LinkedIn/Facebook) • Affiliated marketing
• PR Release
• Sponsorship for small events
THANK YOU