VYRA-TAPPING THE WEBCS GANG

IIM, INDORE

VYRA –Mini Browser

About Vyra Vyra Technologies Pvt. Ltd. is an IT startup based out of Banglore, India They foresee a huge potential in their newly developed Vyra mobile mini

brwoser post 5 years The company wishes to develop a digital marketing strategy to challenge

the major competitors in the market namely opera mini, Safari etc, and position it self as a youth brand

They basically want to target students and tech professionals in the age group of 20-45

Problem Statement

Developing a social media mareting strategy taregting the target audience Increasing the brand awareness amongst the target group Increasing the number of downloads to 10000 thereby grabbing market

share

Market Potential of Mobile Web Browsers in India

Market PotentialTotal Indian Population 1210 mn

% Population in the TG(20-45) 36.3

Number of Internet users in India

Mobile users(urban + rural) 904 mn

Mobile internet users(June’13)+tablet users(Dec ‘12)

91 mn+6mn

Mobile internet users in the age group (20-45)*

35.21 mn**

Internet users in urban 71 mn(25.56 mn belong to the TG)

Internet users in rural areas 20 mn(7.2mn belong to the TG)

CAGR of mobile internet users 47%

Forecasted Number of mobile internet users(Jun’18)***

624 mn

Number of mobile internet users in the TG ****

224 mn*Assuming mobile internet users are proportionally spread as the demographics of India**Mobile users in the age group(20-45)=36.3*91 mn

***Forecast =91*(1+.47)*(1+.47) ****Assuming a similar demographic dividend as now

Source :IAMIA report’13

Mobile internet penetration is

presently 7.5 % and is expected to

increase at a very high rate that poses a very bright future

for mobile web browsers as per the

projected sales .

In urban areas, the only mobile internet users lie in the age group of 25 years. The prime purpose

of segment is entertainment and information search

Due to high costs associated with the purchase of PC, the rural penetration of

mobile internet users is also expected to

increase.

StrengthsA wide range of integrated and built-in servicesCan run on variety of mobiles.Potential market of 59.53Mn customers.Includes News feed service, Email service , browsing and download.

Weaknesseswebsite content remain static for several yearsContinuous new innovations owing to high competitionLate entrant in the industry

OpportunitiesMore integrated offerings and servicesIncreasing usage of Mobile phone internetAcquiring integrations or partnerships with software companies(app/app stores) ,internet service providers, handset manufacturers

ThreatsNew entrant as compared to operamini , UCWEB ,Safari, Android browseretc. Newly emerging competitive web browsers as the entry barrier is low due to low capital cost involved Malicious threats leading to browser malfunction

SWOT analysis OF

“Vyra”

SWOT ANALYSIS

Segmentation, Targeting and Positioning

Segmentation• Segmentation is based

on demographics as well as behavioral

• As per the analysis, 35.21 mn users use internet on phone and tablets. Urban India forms 77% of the mobile internet usage

• Also, only mobile internet users generally fall under the age of 25 years

Targeting• India has 70Mn smart phone

users, Out of which 24.32 Mn users are in age group of 20-45. Thus, There are 35.22 Mn users using non-smart phones.

• Non-smart phone users don’t have special browsing software in their phones.ost of the Smart phone browsers don’t function on such phones. Java MIDP2.1 based browser will support all types of phones. Thus, 35.22Mn non-Smart phone users will be our prime target segment.

• Also, 24.32 Mn smart phone users are representing attractive target segment

POSITIONINGVyra” can be positioned as a efficient web browser compatible with every phone model. It can also be positioned as advanced web browser.•TAGLINE•INNOVATION IN THE WORLD OF WEB BROWSER

•USP •MOST ADVANCED WEB BROWSER

•POSITIONING STATEMENT•TO 20-45 TECH PROFFESIONALS AND STUDENTS,VYRA IS THE MOSTADVANCED MOBILE WEB BROWSER AS IT HAS JAVA MDIP 2.1

SEGMENTATION,TARGETING,POSITIONING

PLAN OF ACTION FOR RESEARCH

After STP , we will carry out research to understand detail knowledge about the targeted segment Top m-tailing( Facebook, twitter, you tube etc.) players by mobile web

visitors Analysis of current web browser user activities( social networking, travel

booking, e-shopping etc.) Statistical study of geographical distribution of mobile phone internet user

in India( this will help in deciding marketing plan of action) Research on high web-usage hours( This will help to understand high traffic

time period, so that precautionary measures will be taken to avoid breakdown due to heavy web usage traffic).

Behavioral analysis of web browser users Survey of customers professions and education to understand web usage

area(political, social, entertainment etc.), this will help us to design web browsers to support such websites.

Snapshot of India on Social Media

Social Media Users

in India

Youtube54 mn44%

Twitter33mn

19.41%

LinkedIn

20.122.02%

Google+

20mn

Pinterest

8.12 mn

Facebook114.8 mn

7.11%

Facebook is majorly used by viewers for sharing photos and viewing and playing games.30% of Facebook users in India are mobile-only Internet users and 30% of new registrations are coming through mobile(2012)

YouTube is used for viewing videos ( educational as

well as entertainment).It

offers to reach audience in a engaging way

providing a platform for

significant brand interaction and

awareness building .A typical

Indian watches 5.1 hours of

videos /viewer as compared to 18

hours in UK

Twitter is mainly utilized as a blogging and information

sharing platform

LinkedIn is used for research, blogging and finding people

and people primarily form professional

relationships on LinkedIn. LinkedIn

ranks India among its top 4 growth markets for mobile usage

Google+ is primarily used as a social network where one finds

friends and share photos

India presently has 78 mn social users in urban india(Jun 2013) as per IAMAI,and IMRB international and with CAGR of 17% it expected to

reach 91 mn on account of rising internet penetration

Age Demographics of Social Media Users

13-17

18-25

26-34

35-44

45-54

55+

11

29

23

18

12

7

4

13

30

27

17

9

9

23

35

15

11

7

0

18.1

31.2

24.8

15

10.5

3

6

28

28

25

11

facebooktwittergoogle+linkedinpinterest

Fig1: Age Demographics of Social Networking Users ( in %-2012)

80.3623.1

14.6

14.90892

facebooktwittergoogle+linkedinpinterest

# of Users in age profile(18-44) us-ing various social media channels (in million -2012-derived from Fig-1)Demographics with age profile 18-

44 form the major segment of so-cial media users and maximum number of users (with age profile 18-54 ) use face book followed by LinkedIn.

Age p

rofile

Mix of Social Media Channels Keeping in mind the target audience i.e. students and tech professionals, following social

media channels can be focused based on the type of marketing : B2B or B2C B2B

Web browser can reach the end customers by tie ups with the mobile/tablet handsets , play stores and apps .thus , LinkedIn and Twitter are the best platforms for sharing information and giving reviews about the web browser .

Twitter could be specifically used with its hash tag for running engaging campaigns and compelling the target group to discuss and promote its usage

Since LinkedIn captures significantly the target audience we are looking for, it can be a good platform for marketing the web browser.

By improving the Search engine optimization opportunities , it will easier reaching B2B customers

B2C Image Sharing : Viral image campaigns can be run through Facebook leveraging the

wide reach of the Videos Sharing : YouTube along with Facebook can be used for running video sharing

campaigns Information Sharing : LinkedIn and Tweeter Social Networks : Facebook is the best platform as generally people like what their

friends like. Also, it allows one to make dedicated pages for the web browser

WHOM TO TALK FOR SOCIAL MEDIA MARKETING

Mobile Phone Manufacturer We have to target mobile phone manufacturers. Convincing and signing contract

with them to install Vyra at the time of software installation. So that Vyra will be available as inbuilt web browser.

Social Media Players Forming communities of Vyra on social media platforms, will help to interact with

targeted customers effectively App Stores

Tie up with app stores namely Google play, ITunes and Windows Tie up with other apps so that the when one downloads the apps => download of the

web browser Others Tie ups

Tie-ups with restaurants like CCD, MCD other restaurants and cafes. Publicity of “Vyra” out side such restaurant will be useful

College events like Rendezvous IIT Delhi, Waves, BITS Goa, Mood Indigo IIT Bombay, CHAOS IIM A etc. will be an great opportunity to attract attention of youth towards Vyra.

To reach out to the rural customers and make them aware about “Vyra”, post office should be targeted. As this is the only place in rural India, where every person visits. Thus, eye-catching publicity at post offices will help to create presence among people in rural area as well.

Conversations Engaging Your Audience

College festivals like Waves ,Mood Indigo provide a good platform where arranging a crowd pulling event is very easy task . We will show live demonstration of “Vyra” to students. This is a good opportunity to make youth aware about “Vyra”

Social media communities can play a huge role in grabbing attention of social media users towards “Vyra”. Social media can be used as means of viral marketing. A message regarding Introduction of “Vyra” can be circulated instantly with Facebook, Twitter and You tube etc. Arranging live contest on such social media community pages can keep people engaging towards “Vyra”.

Initial contract with mobile phone manufacturers to install “Vyra” browser can fetch monetary benefits to manufacturers.

People in rural India have increased usage of mobile phones. Most of the phone models are of basic models. Publicity of “Vyra” outside of post offices and advertisement in local news papers can make people aware about the web browser which is compatible with basic mobile models. Information about such browser will increase interest of people in “Vyra”.

A short time deal with CCDs, MCds , Barista cafes and other restaurants to get some place for publicity of “Vyra” can help to grab attention of people towards this browser.

Metrics to Measure Success of Social Media Campaigns

Twitter Analytics With Twitter Analytics you can track timeline activity, including tweets that

were favourite, retweeted, and replied to. The tool also tracks number of mentions, new followers and newly followed.

Number of times Vyra has been mentioned on the Facebook Insights

The Facebook insights dashboard gives you all of the analytics data for your Facebook page. The insights allow you to understand your audience, what they are reacting to, and adjust your content to meet their needs.

Metrics includes the likes and shares and comments on the images, videos and how often the customers like the status updates of fan following pages

LinkedIn Number of followers of the page and number of

YouTube Number of views of the YouTube videos and number of repeat visits

Downloads Number of downloads of the browser from PC/apps/app stores