Category Archives: Sales & Marketing

Product Reviews, Sales & Marketing

#RELOOKUP – Rationalizing Housing’s emotional appeal

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Ever since I’ve had a wife – my only one – from the advertising arena, I’ve developed a keen eye for commercials & hoardings. If you’ve been in Mumbai in the last month or so, there is no way you have missed the myriad of Housing.com banners extending for miles. Touching emotions is the magic bullet to successful campaigns in the Indian market. Housing did just that, and I feel it succeeded. But when I visited the portal, I felt it lacked the means to realize the dreams the hoardings had shown me, albeit a slick user interface.

Here is what I thought would’ve helped kick-start the #LOOKUP journey and rationalize the emotional appeal.

See nothing? View the presentation on SlideShare
Header image: Sharad Madiman / Gaurav Prakash

 

Product Marketing, Sales & Marketing

3 reasons for e-commerce to go mobile-only

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A couple of weeks back, Myntra announced it was closing its web-shop to focus on a mobile-only strategy. With Myntra’s app-based sales already at 60%, it is now aiming at 90%. Soon after, its parent and India’s largest e-commerce site, Flipkart, confirmed similar plans for the next year. Why are  eCommerce giants moving from a mobile-first to mobile-only strategy? Here are the top reasons for having users on the mobile platform – all of which directly impact the bottom line.

1. Customer acquisition & retention

With penetration in India expected to reach 45% by 2020, mobile-only is a flawless strategy to tap into the next generation of eShoppers. A single page m-site is enough to redirect (or force) users to move the existing user base to an app. Comparing products across individual apps is painful. Unless someone comes up with a comparison app, that can launch individual apps for detail, users are likely to stick to a single app. Achieving such a mindshare and stickiness is much harder to do on the web.

2. Insight for direct marketing

Once an app is installed, keeping track of consumer behaviour – usage, shopping times, interests, conversion, etc – is very easy. With registered users, additional demographic information is available which together with predictive analysis can be used to generate personalized suggestions. Push notifications allow strong, direct interaction with the user. In addition to suggestions, it can be used to communicate offers and remind inactive users of abandoned carts, without the fear of getting stuck in spam folders. With direct access to the user, spend on ads & affiliate marketing can be reduced, which otherwise shrinks margins by 8-20%.

3. Cost savings & increased sales

Once developed, apps are cheaper to maintain and can scale faster than the web front and avoid  scaling issues like with the Big Flipkart sale. It also helps deliver better user experiences, optimized to generate sales. With users connected 24×7 via mobile, apps allow users to shop on-the-go. It also makes bundling, up-selling, cross-selling, and generating repeat business much easier. Direct access to users saves 8-20% of margins otherwise lost on ads & affiliate marketing, driving the customer retention cost to a minimum.

In the News, Sales & Marketing

Driving consumer passion to “Make In India”

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MakeInIndia’s success at the Hannover Messe has been the talk of the town for a while. And truly so, it has made every Indian proud of the country’s vision. While the program is primarily meant to transform India into a manufacturing-driven economy, I do not see why it cannot be extended to everything we make in India – whether for export or domestic use.

All through my travels in Australia, I couldn’t ignore the promotion of products made in Australia, by Australian owned businesses – right down to bread and water.

Promotion of products made in Australia
Promotion of products made in Australia

Population is a double-edged sword. While population shrivels available resources, it itself is an important resource in industrialization. And India can use this abundant resource to its advantage, to make #MakeInIndia a reality. For this, I think it is key Continue reading Driving consumer passion to “Make In India” →

Data & Information, Life & People, Product Marketing, Sales & Marketing, Tips & Tricks

Why ignorance is bliss today & 5 ways to ignore online junk

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I’m a cleanliness freak – to the extent of cleaning up my Facebook wall. Over the last week, there’s been a lot of spam with wall messages that read: “Hahaha! Mine is hilarious. Check out yours”? Familiar? Yes, that silly app which tells you how you would look in the future. I never tried it, but tired of the requests, I urged friends to avoid it via a FB update. 13 people liked it, but I only hope its the latter of these 2 messages it conveys: how awful I look, and how useless that app is. (I take everybody’s privacy too seriously, hence some masking)

My Status Update
Still wondering what 13 people really liked?

Publicity fail

That application – whatever its name is – is a complete fail in terms of its messaging. Understand the scenario: that app is sending me a persuading message to try it on a friend’s recommendation. The least I expect is Continue reading Why ignorance is bliss today & 5 ways to ignore online junk →

Sales & Marketing

Jargon: Wedding test

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In my reading I came across this funny thing called the wedding test. It involves checking for the male customer’s wedding ring when he’s shopping. The ring signals a very high likelihood that purchased goods will be returned on account of being dejected by the female partner. I’m not being a chauvinist or hinting how complicated & choosy women are, but its funny if this is now part of the sales curriculum. Sure that this makes Inside Sales far more challenging!

eCommerce, Reviews, Sales & Marketing

5 reasons to Spend.. err.. Save smart with the top Indian deal websites

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Were excited about our 100th post!
This is our 100th post!

It’s the 100th post on prasadgupte.com and it’s time to celebrate! For long, I envied the Americans for having Groupon until I realized that there are several deal of the day websites – in fact, with better business models – to serve us. I have been a regular user of these websites, having bought at least 15 deals totaling over INR 15,000 with overall savings of 69%.

5 reasons to save your riches with these shops

1. It saves money: What’s more important that saving some money?
2. It’s easy: There is no upfront payment to receive these deals – they’re delivered to your phone & mailbox for free.
3. It’s safe, either ways: I have always (knock on wood) had a good experience transacting on the internet, and these sites are safe to use as they transact over a trusted gateway. If you fear spending online, you can always have the coupons delivered to your doorstep – free of cost!* So its safe either ways.
4. Keeps you aware: One huge benefit I found out of following these deals (even if you don’t want to buy) is that it keeps you aware of the new places in town and the margins that you can possibly cut in when striking a deal.
5. It’s cool: There’s no reason to be shy – like my dad likes to make me feel. It’s any day cool to be spending smart!

I’ve put together a list of the creme-de-la-creme in the order of *my* choice:

1. DealsAndYou

DealsAndYou
DealsAndYou

I purchased deals worth Rs. 9100 for Rs. 2593. This is one of my favorites! The website is neat, and the deals are fabulous. They take the entire payment upfront – so its a deal in the real sense as against a discount coupon. It covers for roughly 60% of my deal spend and growing, ever my trust in the brand was bolstered by their quick justification email. Continue reading 5 reasons to Spend.. err.. Save smart with the top Indian deal websites →

Sales & Marketing

Jargon: Disruptive Innovation

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Disruptive innovation describe innovations that tend to get competitors jump out of their seats. This is something – highly desirable – that the market has never seen before. Wikipedia gives the example of lowering price, but undercutting is a relatively common phenomenon. However, ‘designing for a different set of consumers’ is quite apt.

It is every product manager’s dream to conceptualize a product, or at least a feature that does creates such a wave in the market! And if you ever happen to be at the receiving end of a product demo – like the one that I usually deliver – this is the best compliment you would give. Cheers!