The King of Good etimes

The King of Good etimesTaking the KING DigitalWELCOME ON BOARDLets start by introducing the Captain & the crew first

3WE ARE A CREW OF SMART DIGITAL PROFESSIONALS MESHING UPmedia & technology CREATIVELY

Digital Mesh UpCreatives + Technology + Media5Microsoft Worlds Largest Technology Company is gearing up towards being a Media Giant Google, Orkut, Youtube, Yahoo Answers, Messengers, Linkedin = Technology Products but they are The Digital Media of today and tomorrow !

A DIGITAL AGENCY 2.0The Flight will take approx. 90 Mins & will enroute take you throughKnowing the crew (Quasar)ClientsServicesStrengthsWhy Quasar?Key Trends Transforming Digital MediaThe Digital Media Surround for Kingfisher AirlinesModule Wise Capabilities Team StructureCommercial StructureFresh Layouts & Digital Ideas for Force India

Indias largest digital media services company

A WPP DIGITAL COMPANY8

(Online agency on Record)(Online agency on Record)(Online agency on Record)(Online agency on Record)

(Online agency on Record)

(Online agency on Record)

The .com(munication) guys !

The dot com(munication) guys ! Own Products Zapak.com, Tyroo ( E-Businesses ) 10What can Quasar Offer?BrandingResponseContent and applicationsOnline planning and buyingAd unit creationBroadband videoDigital experientialMobileEmerging mediaCRM Direct marketingEmail marketing & deploymentSearch marketingAffiliate marketingOnline Reputation ManagementWeb PR / Blog Monitoring

Data services and hostingDigital communication planningWebsite design & developmentContent creation, sourcing and adaptation Information architectureContent managementeCommerceApplication developmentGamesThe Advantage

360 Experience in handling Online Marketing across CategoryThe DIGITAL SURROUND

Mr. Mahendra SwarupChief Mentor

Top internet advertisers Agency on Record AOR20%LowestCPC / CPMIs Quasar the Right Partner ?Of entire Online Online Media being bought in IndiaScaleEfficiencyExperience14Trends Transforming Digital MediaCreated for discussion purposes and perhaps a bit of humor. Not intended to discredit Maslows hierarchy of needs which we believe to be accurate.

Hierarchy of Change

2008 - ?

1. Fragmentation of Media Consumption

WEB 2.0 Everyone connected to everyone else and everything they are interested inFrom Flickr CC http://www.flickr.com/photos/magtravels/120137558/Entertainment2. Commutainment is Gaining GroundCommunityCommunication3 Key Drivers of New Age Content Creation & Consumption3. Word of Mouth in a new AVTAAR Word of MOUSE

I trustI BuyMy Communities & Friends are my circle of Influence`204. Teenagers or Screenagers ? We used to start our day by seeing newspaperThe first screen a teenagers sees is the mobile screen

The New Regime has people Googling, Youtubing,SMSing, Orkuting, IM-ing, Blog-ing while at the same time they are Sharing Songs, movies, scores & destination with each other !The ing Audience !They are in Control & we need to let them Share, Express & Influence

The Digital Surround for KINGFISHER & SUB BRANDSBackgroundKingfisher Airlines started in 2005 is the Best in Class AirlinesDeccan ( bought over by Kingfisher ) is the Best in Value AirlinesKingfisher plans to launch value-carrier brand under the umbrella brand (kingfisherX)Brand is extending itself to sports, entertainment Brand KingfisherStacking the DIGITAL ASSETSThe Destination DilemmaTO DO IT, 2 Brands = 2 Separate Destinations ( URLs )OR NOT TO DO ITLets Do it!Understanding the two brandsKingfisherxThe Value-CarrierChosen because of Economy & ValueIdeal CustomersStudentsYoung ProfessionalsYoung EntrepreneursKingfisherThe Experience-CarrierChosen because of Experience & ClassIdeal CustomersHigh Flying ProfessionalsUpmarket & MobileThe motivators of choosing between the 2 Airlines are different1More..2 Brands maintain their Value Prop & Positioning2Higher Share of Voice on Search 2 URLs and 2 Offering can bid / optimize for same keywords3Its pretty simple : 2 Brands, 2 Websites!4Lets NOT Do it!www.yatra.comwww.makemytrip.comwww.cleartrip.comwww.ezeego1.co.inwww.travelguru.comwww.travelocity.co.inwww.aarzoo.comwww.cleartrip.comwww.cleartrip.comwww.cleartrip.comwww.yatra.comwww.yatra.comwww.yatra.comwww.yatra.comwww.ezeego1.co.inwww.ezeego1.co.inwww.ezeego1.co.inwww.makemytrip.comwww.makemytrip.comwww.aarzoo.comwww.goindigo.inwww.goair.inwww.jetairways.comwww.jetlite.comwww.spicejet.comwww.goindigo.inwww.goindigo.inwww.goindigo.inwww.jetairways.comwww.spicejet.comwww.jetlite.comwww.jetairways.comwww.ixigo.comwww.zoomtra.comwww.zoomtra.comwww.zoomtra.comwww.ixigo.comwww.ixigo.comwww.kayak.comwww.kayak.comwww.kayak.comConsumer is already cluttered with 100s of URL to book that flight!Why Confuse him more!One Consumer Facing URLSingle Umbrella Branding Drives Brand Preference over deal preferenceGives control of Choice to the user Consumer 2.0 loves it!Drives offline media efficiencies by hammering the same URL across all communicationsThe Step Brother Syndrome

Brands are all about occupying mind spaceConsumersMarketersIf we make the division from the outset, differences are bound to happenLets NOT go too far

TO DO IT, OR NOT TO DO IT

Digital Marketing Framework22-40SEC B1SEC ASEC A1PositioningAspirationalSeeking badge valueLives in StyleGoes for the bestGoes for the ValueThinks BigAspires for styleSeeks Value in everythingFlykingfisher.comWeb KingfisherxKingfisherCross LinkageTarget AudienceFlykingfisher.comPUSHPULLOthersStrategy

The Marketing ApproachDigital SurroundPartnerships41MOBILESOCIAL MEDIA MARKETINGSEMSEODISPLAYADVERTISINGDIGITAL SURROUND

Display Advertising We know how to make it CLICK

Horizontals

Verticals

Search

Network of Sites

Search Engine Marketing& Search Engine Optimization

SEM THE API WAY Dynamic AdsThe Keyword Matrix

AdAdAdAdLanding PageLanding PageLanding PageLanding PageSearch Engine OptimizationCurrent Search Scenario- India

SEO Starts when website is being built Social Media Marketing

First In India to build a Travel Application for Facebook

First In India to build a Branded Application for Facebook

One of the Few Agencies in INDIA Picked by Google to build Social Apps for ORKUT

Google GadgetsMOBILE INTERNET

Mobile subscribers in INDIAAs on 29th Feb 08

Source: http://www.india-cellular.com/

Conceptualized, Developed & Managed 3 BIG Ticket Launches on Mobile

Vista WAP Site - Campaign Result Content TypeTotal DownloadsUnique DownloadsWallpapers70,20161,045Polytones24,37218,310Truetones22,09315,668Videos29,26717,295Case Study: Microsoft Vista Mobile Campaign

Price Range : Rs 19,000-23,000(27% contribution)Price Range :Rs 10,000 14,000( 42% contribution)Price Range : Rs 5,0009,500(22% contribution)Its Not only a HIGH END PHENOMENASource: Windows Vista Campaign Data

MOBILESOCIAL MEDIA MARKETINGSEMSEODISPLAYADVERTISINGDIGITAL SURROUNDE-MAIL MANAGEMENT( Internal Marketing )

PARTNERSHIPSBringing our clients together

(Online agency on Record)(Online agency on Record)(Online agency on Record)(Online agency on Record)

(Online agency on Record)

(Online agency on Record)

Opportunity of Inter-client Tie UPSPartnership done for Chevrolet Captiva

Campaign Management Process @ QuasarMedia Planning

Defined menu for property selection

Selecting the campaign Type Quasar Media Plan FormatCreative Selection

Same Communication (Best Airfares) Varied ExecutionPerformance Tracking and MonitoringImportance of AFTER THE CLICK Its wonderful to have a good strategy, but one should occasionally have a look at the results - Winston Churchill.HBX AnalyticsGoogle AnalyticsAtlas Ad ServingOmnitureWebtrendsDouble ClickZEDOWorking with Best of Ad Serving & AnalyticsReal MediaOPEN AD SERVERTRACK Q Proprietery Integrated & Customized OfferingQuasar Reporting Structure

Matching the achieved figures against booked figuresPublisher wise Day wise performance AnalysisCase : Campaign ResultsCPM Price inflation touched to 95% during a time span of 2 years.

Cost per click effected by just 8.9%

Kingfisher Point of ContactQuasar Point of Contact(Account Manager - Media)SearchMISStrategy TeamQuasar Point of Contact(Account Manager - Solutions)SEOSEMCreative , Design & CopyAnalyticsSocial Media ExpertAssociate Media DirectorExecutiveBusiness DirectorBusiness TeamDelivery TeamClient78Services HeadScope of WorkCosting ModelProposedCommentsMarketing - MediaDigital StrategyCommission on Spends10-12 %Based on Spends Campaign PlanningMedia PlanningMedia BuyingMobile MarketingSEMMarketing - Non MediaAlliances & PartnershipsRetainershipTO BE SHARED ON CLOSURE- Driving Interclient Partnerships Blog Marketing & Monitoring Search Engine Optimization

Social Media (Blog) Marketing Online Reputation ManagementSEOMarketing - SupportMIS RetainershipTO BE SHARED ON CLOSURECompletion Mapping AnalyticsDesign & DevelopmentWeb DevelopmentRetainership

TO BE SHARED ON CLOSURE

CreativesSuggested Proposal 1 Services HeadScope of WorkCosting ModelProposedCommentsMarketing - MediaDigital StrategyRetainershipTo be Shared on discussion on Spends and Closure on ScopeCampaign PlanningMedia PlanningMedia BuyingMobile MarketingSEMMarketing - Non MediaAlliances & PartnershipsSocial Media (Blog) Marketing Online Reputation ManagementSEOMarketing - SupportMIS Completion Mapping AnalyticsDesign & DevelopmentWeb DevelopmentCreativesSuggested Proposal 2

The Thrill of F1Cutting Edge Technology OutrightSpeedThe most expensive sportInnovativeDesign

Thrill that is better experienced than seenThere are only few who experienceThe ThrillThe PowerThe Speed

Are you Game to join the FORCE?Consumer Insight Web 2.0 is all about Sharing, Communicating & Connecting

Users today dont like to be controlled but they want the control in their hands

Missing Piece in India today A dedicated F1 Enthusiast Website Lets Build this community.

The SHARPEST CONSUMER INSIGHT

REWARDS

Design ApproachesThe Thought..Make Users BELONG to Force India Personalize their experienceStrong Community FeaturesProfile CreationAdding FriendsBlogs & Discussion ForumsWidgetsGive the Users an experience than just a static website

Another way to look at it..A Portal Approach

AmplifyingReaching OutCommunicationSearchCommunitiesMedia Mapping / Genre WiseSportsMobileProfile TargetedYahoo MailRediff MailHotmailYahoo IMSports NewsRediff SportsYahoo Sports

Keyword TargetedGoogle Search Yahoo Search

NetworksSocial NetworkingOrkutBig AddaFacebookIBIBOApps / GadgetsWAPContextualGoogle Ad Sense( Sports, F1)

Vertical Tribal Fusion

* Service Tax

Branded Community

Social EngagagementThank you! Hope to get you on board soon!Chart226.62466792975.630301239646.42323370314.049238176784.06494641395.4766284014475.495230913141.63896496615.074120829518.50404127086.42136978827.42237312674.937878808917.9264434125.116930157720.78205699244.985122187515.64532373165.868539747610.43572872536.575714506115.90151853185.368979251665.02425464284.176485392637.348096955.11931264432.86563826125.380419109464.86252638295.988983721647.47255555536.1541103836

Avg CPMAvg CPCMonthsCPM / CPCMMT India (2005-07) Analysis

USMonthAvg CPMAvg CPCJune'0549.8310.16July'0532.786.76Aug'0541.545.52Sept'0546.187.07Oct'0543.176.65Nov'0537.705.82Dec'0527.764.74Jan'0633.2514.97Feb'0641.9816.42March'0629.3416.13April'0631.7411.78May'0639.3310.36June'0620.869.92Aug'0637.2212.16Sept'0623.6411.01Oct'0626.0011.16Nov'0631.1611.81Dec'0626.3910.94Jan'0725.9810.90Feb'0727.4610.75March'0747.438.55April'0780.727.69

US26.62466792975.630301239646.42323370314.049238176784.06494641395.4766284014475.495230913141.63896496615.074120829518.50404127086.42136978827.42237312674.937878808917.9264434125.116930157720.78205699244.985122187515.64532373165.868539747610.43572872536.575714506115.90151853185.368979251665.02425464284.176485392637.348096955.11931264432.86563826125.380419109464.86252638295.988983721647.47255555536.1541103836

Avg CPMAvg CPCMonthsCPM / CPCMMT US Analysis

IndiaMonthAvg CPMAvg CPCOct'0526.625.63Nov'0546.424.05Dec'0584.065.48Jan'0647.005.50Feb'0641.645.07March'0618.506.42April'067.424.94May'0617.935.12June'0620.784.99Aug'0615.655.87Sept'0610.446.58Oct'0615.905.37Nov'0665.024.18Dec'0637.355.12Jan'0732.875.38Feb'0764.865.99March'0747.476.15April'0752.766.1198.168.44

India000000000000000000000000000000000000

Avg CPMAvg CPCMonthsCPM / CPCMMT India Analysis

CumulativeIndiaS.NoMonthImpressionsClicksCTRCostAvg CPMAvg CPC1Oct'0569,638,126329,3060.471,854,09226.625.632Nov'0542,517,441487,4491.151,973,79746.424.053Dec'0530,798,652472,7521.532,589,08784.065.484Jan'0647,411,700375,2710.792,062,20143.505.505Feb'0651,400,635421,8010.822,140,26941.645.076March'06127,076,487366,1880.292,351,42918.506.427April'06240,272,076361,1650.151,783,3897.424.948May'06145,433,282509,5050.352,607,10217.935.129June'06144,833,690603,7850.423,009,94220.784.9910July'0611Aug'06221,920,368568,0970.263,472,01615.655.8712Sept'06363,439,913576,7830.163,792,76010.446.5813Oct'06218,628,605647,5210.303,476,52715.905.3714Nov'0645,401,823706,8671.562,952,22065.024.1815Dec'06101,070,524737,3630.733,774,79237.355.1216Jan'07129,316,308789,9130.614,250,06332.875.3817Feb'0764,747,478701,2351.084,199,68564.865.9918March'0795,132,732733,8500.774,516,19447.476.1519April'0784,261,847728,1280.864,445,53852.766.11Sub Total2,223,301,68710,116,9790.4655,251,10224.855.4698.168.44USS.NoMonthImpressionsClicksCTRCostAvg CPMAvg CPC863411June'0545,994,759225,6910.492,292,00049.8310.162July'0558,005,125281,2030.481,901,18132.786.763Aug'0546,961,224353,3060.751,950,99641.545.524Sept'0542,230,996275,7660.651,950,27846.187.075Oct'0544,102,017286,3750.651,903,96343.176.656Nov'0545,268,403293,4210.651,706,43637.705.827Dec'0545,799,169268,0850.591,271,40727.764.748Jan'0643,041,63495,6220.221,431,22733.2514.979Feb'0638,361,61598,0700.261,610,47541.9816.4210March'0677,951,115141,8130.182,287,09629.3416.1311April'0685,941,785231,6190.272,727,87131.7411.7812May'0664,995,235246,7290.382,556,07239.3310.3613June'0682,679,270173,9220.211,724,73220.869.9214July'0615Aug'0658,357,259178,6360.312,171,97237.2212.1616Sept'0685,509,508183,6850.212,021,60023.6411.0117Oct'0696,591,647225,1342.332,511,47426.0011.1618Nov'0661,027,911160,9902.641,901,34431.1611.8119Dec'0685,757,766206,9572.642,263,18126.3910.9420Jan'077,269,511188,8472.602,058,81925.9810.9021Feb'0763,704,264162,7072.551,749,47827.4610.7522March'0757,555,353319,2650.552,730,06347.438.5523April'0736,788,385386,3111.052,969,58180.727.69Sub Total945,532,2593,000,3070.3232,714,98434.6010.9061.99(24.31)