Highway Delite –

A case on Mobile App Branding

Submitted by Group 18
Disha Kothari – BJ21080
Lavanya Gupta – BJ21090
Mihika Sen Sharma – BJ21092
 UNDERSTANDING THE MARKET FOR MOBILE DEVICE, APPLICATIONS AND TRAVEL | HIGHWAY DELITE APP DETAILS
High scope identified for HIGHWAY DELITE due to growth in main & ancillary sectors as well with no real competition and opportunity to diversify in other sectors
Data on Mobile Devices (2016-17)
2017 Smartphone Penetration
Average # of Apps on a phone
Apps used each month
3G & 4G penetration
Data on Mobile Applications (2016-17)
2016 Global Revenue growth
Mobile app downloads
Top 10 apps used
Travel apps growth
KEY HIGHLIGHTS:
• Smartphone bookings increased from
12% to 54%, 2014-16 – worldwide
• 175% growth India
Indian Highways & Travel Industry HIGHWAY DELITE - IDEATION
2.8Bn 2016 Total roadways 4.86Mn
Rajesh Kumar Ghatanatti – Engineer, MBA
Pain points: not easy to find basic amenities
80 % of National highways from total <5%
on highway
Point of differentiation: Verified information
40 New projects as of 2016 105
on all possible necessities
Points of Parity: Similar to google maps,
<5% Transportation infrastructure 6.1%
growth providing guidance to reach a particular
destination
New highways (in kms) 50,000
APP Features & Deliverables
40%
KEY HIGHLIGHTS: Android Based, on Google Playstore
15%
• Compounded Annual Growth Rate –
Routes for: Restaurants, Fuel, Washroom,
Social 5.9% through the year of 2021 Hotels/Lodges, Tolls, ATM, Attractions,
Media Vehicle service Mechanics, Pharmacy,
• Goal to double length of Indian Highways
20% Emergency, Medical Aid
to 200,000 kms 12 Categories in total
• Highway projects worth USD 21.57 Mn
500/770 accident blackspots identified
Unverified information also available
• Longest highways in cities: Mumbai,
Ability to add more information/ verify
Tamil Nadu, Chennai, Bengaluru
existing locations or details
 CALCULATING CLICK THROUGH RATE FOR THE OVERALL CAMPAIGN & INDIVUDAL SUB CAMPAIGN OVER A SPAN OF 3 WEEKS
Click-through-rate gives a holistic picture, allows us to look at all numbers on similar standing & provides a realistic view of the performance of the campaigns

Overall Budget Clicks Impressions CTR BA EC HS OA BA EC HS OA

Campaign 0 0 0 0 0.003 0.008 0.016 0.006
Week 1 62.50 220 16,950 0.012
0.015 0.015 0.003 0.03 0.007 0.008 0.02 0.005
Week 2 87.50 467 49,100 0.009 0.014 0.010 0.008 0.04 0.005 0.012 0.02 0.009
0.008 0.013 0.06 0.04 0.006 0.005 0.015 0.007
Week 3 100.00 430 42,760 0.01
0.004 0.017 0.047 0 0.005 0.007 0.013 0.005
Total 250.00 1117 108,810.00 0.01 0.006 0.013 0.014 0 0.003 0.0015 0.02 0.012
0.012 0.0112 0.02 0.03 0.008 0.006 0.013 0.007
Brand Enroute Highway Offbeat 0.008 0.006 0.032 0.008 0.1005 0.032 0.03 0.029
Awareness Convenience Safety Attraction
0.011 0.012 0.011 0.019 0.009 0.005 0.018 0.005
Week 1 0.009 0.011 0.017 0.039
0.010 0.006 0.016 0.015 0.014 0.005 0.018 0.012
Week 2 0.007 0.007 0.017 0.010 0.006 0.002 0.02 0.009

Week 3 0.006 0.004 0.015 0.008

Illustrative of CTR for all days according to the sub categories in the overall campaign

Key highlights based on CTR for overall & sub category
Global Performance CTR rate: 1-2%+
Overall Campaign: Overall campaign performance was
1% which is below average as per global standards
Highway safety category has done the best in the sub
categories with a CTR of 1.5-1.7% throughout the 3
weeks
KEY INSIGHTS
Impressions – BA>EC>HS>OA, CTR – HS>OA>EC>BA, Clicks – BA>HS>EC>OA
Best Campaigns – Highway Safety
Campaign that did not do well – Offbeat Attraction
It is essential to note that the given data is not sufficient to know what campaign did well, we
need the app downloads corresponding to these ID’s to know the actual effect of the campaign
 WEEK BY WEEK PERFORMANCE OF OVERALL & SUB-CATEGORY OF CAMPAIGNS – WEEK 1 V/S WEEK 2 V/S WEEK 3
Extremely essential to take into consideration the total budget spent on the campaigns as that is a determinant of positioning on the page

CTR Brand Enroute Highway Offbeat

Awareness Convenience Safety Attraction
Week 1 0.009 0.011 0.017 0.039
0.08
Week on Week performance of the campaigns
Week 2 0.007 0.007 0.017 0.010
0.07
Week 3 0.006 0.004 0.015 0.008
0.06

0.05
Budget Brand Enroute Highway Offbeat
Awareness Convenience Safety Attraction 0.04
Week 1 $6.46 $11.92 $19.81 $17.45
0.03
Week 2 $9.82 $24.30 $45.58 $9.39
0.02
Week 3 $10.33 $44.85 $40.06 $8.51
0.01

30000 0
Week 1 Week 2 Week 3
25000 I Brand Awareness Enroute Convenience
M Highway Safety Offbeat Attraction
20000 P
R KEY INSIGHTS
15000 E
10000 S 1. Week 1 seems to show better numbers CTR wise, however it is necessary to keep in
SI mind that impressions vary over the weeks. Thus, keeping everything in mind WEEK 2
5000 O
N has the best performance.
0 S 2. It must be noted that budget increases in tandem as well, however when compared
Week 1 Week 2 Week 3
with Week 3, where the budget is similar or close the performance of week 2 is better.
BA EC HS OA
 RECOMMENDATIONS FOR HIGHWAY DELITE
3 Essentials of a successful campaign include 1. correct target audience 2. Correct objective & lastly correct metric to be studied to understand success of campaign
Budget & Cost Allocation
Budget Allocation as per case:
Budget allocation was giving brand
awareness priority, then Enroute
Convenience, Highway Saftey & Offbeat
Attraction however that was not followed
through in the campaigns.
It is of utmost importance to keep
revisiting the campaign every 2-3 days
and ensure that the allocated budget it
being used or make necessary changes
for the same.
Cost Allocation as per case:
Strategy used for bidding for Brand
Awareness & Offbeat Attraction was to
maximise clicks – thus the pricing would
automatically differ, however it did not
work best for either campaigns.
The 2 campaigns on manual CPC
performed better assuming they were
monitored more closely to change the
price
Target Group, Advertising portals & defining metrics
Target Group:
No details on target groups for the adverts are
given, some key words + negative keywords
were given. However it is essential that apart
from that the website is optimised to show up
for any other combination of keywords as well.
Apart from that, anyone looking for toll booths,
restaurants etc no matter what the word play
must be shown ads >> this can be achieved
through facebook or Instagram targeting.
Anyone in or near the highway as per their
location should be shown the advert.
Metrics:
It is essential to have an objective for every
campaign, in this case the objective broadly was
to get more app downloads thus the CALL TO
ACTION must be download the app and NOT
leading them to a landing page thar gives them
more information.
The above would be okay for the brand
awareness campaign.
Ad Copy recommendations and overall performance
Ad Copy Rec:
The ad copy needs to be precise and informative,
words like “comprehensive” that are lengthy
should be avoided.
The ad copy should have some sublinks to
whatever the query for eg: restaurant links if the
query is about food
EXTREMELY ESSENTIAL TO HAVE A POP UP
ASKING TO DOWNLOAD THE APP > NUDGE
REQUIRED
OVERALL CAMPAIGN:
1. The campaign was not a success or a disaster.
It did help HD get app installs, however we
have no data on how many of those were
organic V/S from the campaign
2. Additionally the campaign sub categories
must at first have equal weightage to gauge
insights, and corrective action must be taken
post that.
3. HD can definitely use google adwords and
more digital platforms like CleverTap to
further their agenda