Mahindra War Room PPT

1. Deepak Kumar - 20150122100 - 2nd Year - deepak15@micamail.in
Rushil Dhawan – 20150122140 - 2nd Year - rushil15@micamail.in
Shailly Kalra – 20150122064 - 2nd Year - shailly15@micamail.in
Vaidyanathan Iyer -20160123175-1st Year – vaidya16@micamail.in

2. Increase Volume of Transactions
Executive Summary
Increase frequency of Transactions Focus on ROI
We propose a combination of inbound marketing, product improvements, email marketing and operational efficiencies to achieve
the above objectives. We recommend pursuing the following 3-fold integrated strategy :
Payments.Made.Easy
Make us Easier to Find Improve Product Increase Engagement
Customer should not suffer because of
infrastructural inefficiencies in the system
Hence we suggest:
•Online Payment on Delivery
(OPOD)
•Live Banking Server Notification
Having worked in campaign planning for HT Media, Marketing for Skybags and Product Management for Shopclues our team is amply
equipped to help Zoto claim the number one spot in its category through a sustainable and scalable solution, whilst keeping a strong focus on –
“Payments. Made. Easy."
We segment users based on their behavior, &
provide an engagement campaign through
Email Marketing. It facilitates:
•Bidirectional Conversations
•Trust Building
•Making it a Scalable Solution
We should be available at the right place
and time to our users. We do it via:
•Contextual Marketing
•Keyword Targeting
•Blogger Referrals
•Strategic Partnerships
Increase Volume of Transactions Increase frequency of Transactions Focus on ROI
Objectives:

3. Rising
number of
young
affluent
Nigerians
NIGERIA-MARKET
ANALYSIS
SOME MORE FACTS
51.1%
Population uses internet Nigerians have
embraced social
media
34.8 mn
People in the age
bracket of 18-29
years
1.3 mn
ATM card holders
existed in Nigeria
in 2015
5 mn
According to “The
Cashless Policy in
Nigeria: Prospects
and Challenges”
published by the
IJHSS , shifting away
from cash has been
more convenient for
Nigerians
Largest
economy
in Africa
GDP close
to 580 bn
US $
One of the
major Oil
exporters in the
world but
unable to meet
the in-house oil
demand
Job vacancies,
Freebies,
Travelling, Online
dating are the
few most
searched things
on the internet
Most
number of
Internet
users in
Africa

4. He is
Tech
Savvy
Consumer Profiling
He does not
like waiting in
line at the
banks
He loves
watching
videos and
using apps on
his smart
phone
Loves freebies
and looks for
discounts on
various
internet
websites
before buying
Loves hanging
out with his
friends and
family
especially
during
festivals
He is
Solomon, 25,
lives in Lagos
and works at
an MNC as an
engineer
Enjoys
watching
football
tournaments

5. General Daily Life Problems with Payments
I want to pay via
my Debit/Credit
card but can’t
trust these E-
commerce
companies-Will
they deliver on
time if I pay early?
I was not at
home, but my
child was. The
delivery boy came
and left since the
child did not have
enough money.
Cash back offers
are valid on the
same app under
certain deadlines.
I want to use it
over other apps.
My dress was
billed at 970
naira. But the
courier guy did
not have
change. So I
had to give him
1000 naira.

6. There are other problems too…
Users not
enrolled for
3d secure
payments
Banks lack the
necessary
infrastructure
Innovation
Resistance
+
Trust issues
Frequent
frauds
happening
during online
transactions
Long waiting
time to get
refund on return
on an online
purchase

7. Product Improvement
So, Zoto needs to act
as a wall against the
laid back
infrastructure and
fulfil all the desires
of the customers
But How?
Effective Marketing
Strategy

8. 37
Product
Improvements
Adding two new features
 Live Banking Server Notification
 Online Payment On Delivery

9. Feature
1
Live Banking
Server Notification
We inform the customer , in real time, whether the
servers at the bank’s end are live or are experiencing
some down time. We also provide notifications when
the bank’s servers come back up.

10. From a technical standpoint, this can be achieved by pinging
the banks servers (say with a frequency of 1 minute).
How does it work?
The green and red dots show the bank’s
uptime and downtime respectively.
By clicking on the 3 dots, the user can
activate notifications for when the servers
come back online next
Notify me when the servers come online

11. The user clearly understands the issue is not at our
end
The user knows when the servers are up and will
be able to transfer money
How does it solve the
issue
Payments.Made.Easy
The user is notified when the servers are back online, so he
can transfer money into his wallet. This will also lead him to
transfer more money, when he can.
Our Promise: Your trust is foremost. Your money
is yours until you get what you paid for.

12. FEATURE 2
OPOD-
Online
Payment
on Delivery
Use Cash
Back Points
Your Way. Cash
back will be
rewarded to the
wallet account
which can be used
on any app linked
to the wallet
Pay Wherever
Whenever. Even
if the adult
members of the
house aren't home,
they can process
the payment
remotely from
their mobile apps
No need of
Change. You
don’t have to
walk to the ATM
or look for
change when
courier arrives.
Deliver
Anywhere
Put any
address
without the
hassle of being
present there
with cash.
Cancel
Payment
Anytime. You
will receive
instant cash
back if the order
does not reach
you in time
As part of its future expansion strategy, when ZOTO decides to align with E-Commerce players to allow
payments through its wallet, the OPOD provision would be a strong differentiator bridging the relevant
and significant gaps.

13. Cash On Delivery was a breakthrough in countries like India and Nigeria and it really helped the
conservative customers get through the hurdle of online shopping payments.
However with this model , Digital Wallets do not get utilized.
But COD already
exists, then why
OPOD?

14. 77
%
76%Of people who
are present on
internet, shop
online
Who shop
online, prefer
COD
Source: Neilson Report
Why Nigerians prefer COD?
Customer side:
40% of orders are
sent back because
they are either
arriving too late, or in
bad shape.
Merchant Side:
It increases the
cash cycles for
companies.
1SECURIT
Y
2TRUST
3LATE ARRIVALS
But, there are a few persisting gaps :

15. Choose
ZOTO
OPOD as
mode of
payment
Place an
Order
Pay when
the order
is received
OPOD Convenience
of COD
Speed of
Internet
Banking
= +
But, there is something
different
Sellers need to integrate ZOTO API’s to their app,
to enable OPOD mode of payment.
Then, when a customer selects OPOD as a
payment option, the money gets deducted from
the ZOTO account but remains midway
and only gets transferred at the time user receives
the order and selects ‘Process Payment’. Else on
cancelling payment, it comes back to the
user’s account immediately
Benefits of
Digital Wallet+

16. Let’s see how OPOD works!
Amazon
Solomon’s Account
Total: N1100/-
Jack & Jones Pants
Order Number
160211255235
Payment
Credit Card
Debit Card
COD
OPOD
Net Banking
Amazon-ZOTO
Payment Portal
ME
+234 8123690144
Payment Pending
Amazon Order
Amount
N1100
Order Number
160211255235
Order: 20150122064
Amount
N400
Order Number
211761255895
Payment Successful
Cash back has been credited
How it looks like in a sync’ed
Retailer’s App
How it looks like in My ZOTO
Profile
On selecting ‘Process
Payment ’ on
Transacting App
Process Cancel
On selecting ‘Cancel
and Refund Payment’
on Transacting App
Amazon Order
Amount
N1100
Order Number
160211255235
Payment Cancelled and
Re-credited to Wallet
When Customer
selects the OPOD
option, he receives
an OTP on
registered number
for verification.
After he enters this,
the payment gets
linked to ZOTO
App
Payment Pending
Amazon Order
Amount
N1100
Order Number
160211255235
Payment Successful

17. Brand Recognition through a mascot
Email Marketing
Content Marketing
Marketing
Strategy Strategic Partnerships
Sponsoring Events
Influencer Outreach
Blogging
NO INTERRUPTION,
GRAB ATTENTION
Powered by creativity, talent and effort –
the inbound way
Digital
Events and Strategic Partnerships
Influencers

18. Google Pay
per Click
*Please refer to excel sheet for a detailed media pla
*Annual Estimates
3,00,000
Clicks
Spend- INR
56,10,000
Mailers
1.5 Million
People
Est
450,00,000
mails
Spend- INR
337,50,000
Content
Marketing
Media Plan
Summary
102,50,000
Impressions
3%-8% CTR Spend- INR
37,90,000
Customer Journey -
Digital Marketing
Attract
Strangers
Convert
Visitors
Close
Leads
Delight
Users
150,00,000
Impressions

19. 13
Brand
Recognition
and Recall
through a
mascot

20. Because we still remember
them…
For the awareness phase, we propose ZOTO use a mascot.
A sample of this mascot would look like this :

21. Educating the
customers
with easier
on-boarding
through story
telling videos
Repetitive
videos in
cafes
and
restaurant
s
to grab more
eyeballs
Nigerians love
football, so use it
on TV screens
during
tournaments
similarly as the
animated tiger
was used for ICC
world cup
How and where to use this mascot
Leveraging the
renowned
festivals
like the Calabar
Festival or the
Eyo
Festival

22. E-MAIL MARKETING
CAMPAIGN

23. Why we need E-mail Marketing?
Keep customers from going completely
cold, and get them back into the active
customer loop.
Sending automated mails based on
behavioral triggers has proven to be the
best method to improve engagement
The mix of Value Addition and Lead Nurturing mails, conditions people to respond positively to our e-mails
Our entire Active Customer Campaign is a
Behavioral E-Mail Campaign, wherein based
on how the users interact with our platform,
we decide which form of engagement to offer
next.
Aim- To increase
customer transaction
frequency
*Source: Marketing Sherpa
Number of
contacts made
When the sale
is made
When the
salesman quits
1 2% 48%
2 5% 73%
3 9% 88%
4 or more 81%*Source: Sales and Marketing Executives Club of Los Angeles
Research has shown, more than 81%of sales happen after the 4th
contact with the customers. Moreover, only 12%companies are
currently making enough contact with the customers to ensure consistent
success. Our Active E-Mail campaign would allow us to leverage this gap,
which so few companies are actively pursuing.

24. Active Customer Campaign
Lead
Nurturing
Providing
value to the
customer
consistently
Engaging
and showing
them the
next logical
step clearly
Objective: Maximizing the number of transactions per user, to build Trust and
make them Repeat Users

25. Let’s walk through the Email Cycle :
Day 0: Welcome Mail
Then,
Day 9: Refer a friend Mail
•The relevant content and benefits for the customer in
the mails received, will condition customers to open
the mails and read
• This should be addressed by the CEO to build trust
• Preferably, this should be a reply-able mail id

26. Day 30: Value Bait Incentivizing Mail Then, To continue engagement
Day 39: Send a ‘Refer to Friend’ mail and
make it simpler for users to use coupons when
they do perform desired actions
•Send offers as a reminder and value bait
• Up-selling is possible here by bundling offers

27. Day 60: : In case they still haven't used our services, maybe
they’re having difficulty understanding how to use our services.
Send this making it easier for them to cross the next hurdle.
On Day 90, the Value Bait mail is sent again
But this time with the best
offers we have. The
attempt is to keep the
customer from going
completely cold, and
bring him back into the
transaction loop.
(Offers should be rolled
out based on Life Time
Value Analysis.
Example: Assume 100
customers are being sent
this mail. Let’s say 30% of
them would ‘open’ the
mails. That gives us 30
people opening our mails.
Further, assuming 30% of
this set, clicks on our CTA,
we get 9 people who have
performed our desired
action.
Now the offers rolled
out in this Value Bait
mail, should be based
on the Life Time
Value added by these
9 customers)
On Day 120, if the user has still not used our services, we
move them over to a Cold contact list.
We still engage with this list, but minimally.

28. At any point in
time, if the first
purchase is made,
we send the ‘First
Use Thank You’
mail, and move the
customer back into
Day 1 in the Mail
Cycle.
This ensures the
user is
continuously
engaged and
maximizes the
likelihood of them
becoming repeat
customers.

29. Some more examples of Remarketing and Lead Nurturing mails :

30. Aenean eu leo
quam.
Pellentesque
ornare sem
lacinia quam
venenatis
vestibulum. Nulla
vitae elit libero.
Events And
Strategic
Partnerships

31. ZOTO – PAYMENT WALLET FOR UBER NIGERIA
As per a CNN
Money study,
Nigeria can serve
as a bigger market
than London for
Uber
Uber is looking
for new and
robust payment
options in
Nigeria
Since Zoto now has a license for
digital wallets in Nigeria, this can be a
profitable consideration for future
expansion strategies

32. Currently, Infinix brand phones are the best selling smart phones in
Nigeria in 2015. So, tying up with Infinix to feature Zoto as an in-built
app in their phones would further our agenda of rapid customer
acquisition.
ZOTO – AN INBUILT
APP IN INFINIX
PHONES

33. THE TREND MAKER
JESSIC
A
New Trend Spotted
Lorem Ipsum
NOLLYWOOD - the third
highest grossing movie
industry after Hollywood
and Bollywood
Contextual product placements in movies and shows will assist in changing the
mindset of our target audience about security concerns related to Zoto app

34. Calabar Carnival is one of the most celebrated festivals in Nigeria.
Both
Calabar
and Zoto
relate to
the youth
Huge traction
for Zoto as
the festival
runs for a full
month
This year
the theme
of the
festival is
‘Climate
Change’
So, Zoto can
leverage this
opportunity by
bringing in
schemes that
contribute a small
percentage to
tackle the climatic
changes
Apart from traction,
this act helps in
establishing a
perception about
Zoto as a socially
conscious and
caring brand

35. Influencers
Our initial audiences are the
early adopters of
E-Wallets
We ask influencers to share
our content on different
Social Media
platforms
Establish a Referral
System to build a
community
64% of marketers believe Influencer marketing is more effective
vs traditional marketing
64%
92% people trust recommendations from friends and family
more than advertising
92%
81% of consumers are influenced by friend’s social media posts
81%
Source: http://www.mavrck.co/wp-content/uploads/2014/11/Word-of-Mouth-Marketing-Stats-Infographic.png

36. 13
BLOG
According to Alexa, her blog : Lindaikeji.blogspot.com is the 14th most visited
website in Nigeria
She has more than 12 million followers and the
tonality of her writing helps her connect with the
youth promptly

37. Lastly, let’s
review the
Strategies
Implemented
and the Metrics
they Affect
Live Banking Customer Notifications Online Payment on Delivery
Marketing through Mascot
Marketing through E-mail
Content/Influencer Marketing
Strategic Partnerships
Pay per Click-Google Ads
•Lesser Failed Transactions and
Churn Rate
•Average Amount of
Transaction Increased
•Improved Recency and
Frequency
•Larger Customer Base
•Increased Brand Awareness
•Improved Brand Recall
•Increased Transaction
Frequency
•Increased Retention and
Decreased Churn Rate
•Increased Lead Generation
and Awareness
•Higher ROI and Inbound
Links
•Increased Brand Awareness
•Higher Mentions per Time
Period and Share of
Conversation•Increased Number of Downloads
•Higher CTR
Higher Customer
Satisfaction and
Net Promoter
Score
Increased User
Base and
Frequency of
Use
As a result of the above efforts, there will
be an increase in the following metrics