Case solution: Vyra Launch submitted by Roopali Chug and Sumeet Gaikwad from IIM Indore The Case Study: About Vyra: Vyra Technologies Pvt. Ltd. is an IT start up based out of Bangalore, India; Vyra has developed a new age mini browser for mobile phones, as it sees a great potential in its relevance in coming 5 years. Vyra has a team of 5 geeks working on it and they are planning to launch the browser in the next 2 months.To promote Vyra, they need to hire a digital agency to help them in launching their product on social media channels. Vyra wants their mini browser to become a hit amongst the age group 20-45 and hence want a digital marketing strategy targeting the same! Vyra would be available on every famous app store like iTunes, Google Play and Windows! Salient Features of Vyra: The New Age Mini Browser for Mobile Phone - The developers chose to make this browser available only in one format – Java MIDP 2.1 – as it is compatible with every modern cell phone. - Full text select and find text function just like desktop browsers. - Tabbed browsing with thumbnail images and page zoom - Download function to help users download files from the phone, - Email service which supports many online email mailboxes and different types of attachment formats. - Feed Service which you can sync with your Facebook account, giving you relevant news all day long from across the web. The Assignment: Vyra Technologies wants to create online conversations around “Vyra” by engaging relevant people in order to create familiarity for the product. They want a marketing campaign which will correctly position Vyra in their niche thereby challenging rivals like Opera Mini, UCWEB etc.

1. VYRA-TAPPING THE
WEB
CS GANG
IIM, INDORE

2. VYRA –Mini Browser

About Vyra


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


Vyra Technologies Pvt. Ltd. is an IT startup based out of Banglore, India
They basically want to target students and tech professionals in the age group of 2045
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

3. Market Potential of Mobile Web
Browsers in India
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
Market Potential
Total 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)
Due to high costs
CAGR of mobile internet users
47%
associated with the
Forecasted Number of mobile internet
624 mn
purchase of PC, the
users(Jun‟18)***
rural penetration of
Number of mobile internet users in the TG ****
224 mn
mobile internet users is
*Assuming mobile internet users are proportionally spread as the demographics of India
also expected to
**Mobile users in the age group(20-45)=36.3*91 mn
increase.
***Forecast =91*(1+.47)*(1+.47)
****Assuming a similar demographic dividend as now
Source :IAMIA report’13

4. SWOT ANALYSIS
Strengths
Weaknesses
A wide range of integrated and builtin services
Can run on variety of mobiles.
Potential market of 59.53Mn
customers.
Includes News feed service, Email
service , browsing and download.
website content remain static for
several years
Continuous new innovations owing
to high competition
Late entrant in the industry
SWOT analysis
OF “Vyra”
Opportunities
More integrated offerings and
services
Increasing usage of Mobile phone
internet
Acquiring integrations or
partnerships with software
companies(app/app stores) ,internet
service providers, handset
Threats
New 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

5. 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
POSITIONING
Vyra” 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

6. 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, eshopping 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.

7. Snapshot of India on Social
Media
Facebook is majorly
used by viewers for
sharing photos and
viewing and playing
games.30%
of
Facebook users in
India are mobileonly 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
Youtube
54 mn
44%
Facebook
114.8 mn
7.11%
Social
Media
Users in
India
Pinterest
8.12 mn
Google
+
20mn
Twitter
33mn
19.41%
LinkedI
n
20.12
2.02%
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
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

8. Age Demographics of Social Media
Users
14.90892
55+
7 9 7 10.5 11
facebook
14.6
twitter
4554
12
17
11 15
google+
25
Age profile
linkedin
facebook
3544
18
27
15
24.8
23.1
80.36
twitter
28
google+
linkedin
2634
23
1825
29
1317
30
35
31.2
28
pinterest
11 4 9 0
3
13
23
18.1 6
Fig1: Age Demographics of Social Networking Users ( in %-
# of Users in age profile(18-44) using
various social media channels (in million 2012-derived from Fig-1)
Demographics with age profile 18-44 form
the major segment of social media users
and maximum number of users (with age
profile 18-54 ) use face book followed by
LinkedIn.

9. 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

10. 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

11. 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.

12. 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