1. Creating New
Markets!

2. Some valuable lessons I learnt
» In every problem, there is an opportunity.
» Looking beyond the obvious..
» Do not give up till you have run out of options..
» But then do not hope like hell something works out..
» When you hit a wall…
» Necessity is the mother of all creation!

3. Creating a market for Organs
India : 0.05 per million ( 50 cadaver donations per year. West -25,000 per year)
( Organs donated per million)

4. Why Pledge Your Organ?
By being an organ donor
Did you know?
» In India every year nearly 500,000 people who die because of non-availability of organs
» 1,50,000 people await a kidney transplant
» 2 lakh people die of liver disease,
» 50,000 from heart disease and
» 10 lakh people suffer from corneal blindness and await transplant
7 50Lives can be saved
by way of organ donation
Lives can be enhanced
by way of tissue donation

5. » The Problem:
» Hope
» Religion
» Emotion
» The task:
» To convince relatives to ‘give up life and give life’
The Objective: Increase awareness
of the need for donating organs
Film

6. Delhi-Bagdogra
Delhi–Kolkata
Hyderabad-Kolkata
And return flights
five

7. Marketing budgets a big issue..

8. Optimizing Unsold inventory
The Problem
» Competition had marketing budgets 100 times more than what we
had (Rs. 60cr vis-a-vis Rs. 50 lacs)
» Occupancy was at 48% and we were losing money
» 3000 seats going empty every day
» Very poor share of voice in media
The Insight
» @ 43% load factor we had 102 seats going empty every day
x 30 flights a day = 3078 seats a day = 92, 340 seats a month
» Cost of carrying an incremental customer was Rs 112
» Rs 92/- per pax extra fuel burn
» Rs 8 to IGT
» Rs 2 for the boarding card
» We had to get rid of Perishable seats effectively

9. Data for Tuesday 12th October, 2004
Collection Analysis across touch points Call Center Analysis
No of Calls %age
Rs % of total
Travel Agents 6822731 45.98 Karnataka 1830
Call Center 1361298 9.17 A.P. 745
Airports 1870292 12.60 Chennai 560
Internet Home User 4511762 30.41 T.N. 74
Head Office 272700 1.84 Mumbai 1372
E-Agency 0 Gujarat 67
Maharashtra 64
Delhi 1043
Total Collection for the day: 14838783 Total Calls received: 5755
Credit card seats booked at call center 569 9.89 % percent of total calls
Revenue Analysis Collection Analysis
Rs Rs %
Day's revenue from tickets: 5,670,559 Dep A/c: 7382545 50
Day's PAX flown: 2273 Credit Cd: 7456239 50
Day's Revenue per PAX: Rs 2495 14838784
Max Load
TotalATRLoad Factor 54.68
TotalA-320 Load Factor 32.67
Total 43.34
The harsh reality
Operating expense Rs 75 lacs a day. Death was imminent.

10. The virality of the idea
Fly for just Rs 500/- or for Re 1/- !Fly for just Rs 500/- or for Re 1/- !

11. The Outcome
Income Rs 87 lacs a day. Approximately 50% were first time fliers
Data for Tuesday 19th October, 2004
Collection Analysis across touch points Call Center Analysis
No of Calls %age
Rs % of total
Travel Agents 6162409 45.17 Karnataka 1696
Call Center 1272223 9.33 A.P. 879
Airports 2032824 14.90 Chennai 725
Internet Home User 4049953 29.69 T.N. 72
Head Office 124003 0.91 Mumbai 1835
E-Agency 0 Gujarat 126
Maharashtra 73
Delhi 1087
Total Collection for the day: 13641412 Total Calls received: 6493
Credit card seats booked at call center 590 9.09 % percent of total calls
Revenue Analysis Collection Analysis
Rs Rs %
Day's revenue from tickets: 8,756,311 Dep A/c: 6892345 51
Day's PAX flown: 3612 Credit Cd: 6749067 49
Day's Revenue per PAX: Rs 2424 13641412
Max Load
TotalATR Load Factor 75.41
TotalA-320 Load Factor 81.76
Total 78.39

12. Marketing as a Cost Centre

13. A New Advertising Opportunity

14. » US Pizza was a small company expanding through ‘profits’
» Capex was major constraint
» Rs 2 lacs rent deposit ( 10 months deposit)
» Rs 7- 10 lacs to set up an outlet
» Marketing was a bigger challenge
Collaborate to create new opportunities!
Every one has a problem/need

15. Ask and you shall be given or rejected
The Goal
» Primary
» To scale exponentially
» Talk to 1 or 2 companies to do all India rental deal
» Link rental to % of ‘Sales’
» Secondary
» High visibility frontage
» High foot fall possibility

16. At HPCL Petrol Pumps
HPCL Outlet – DRDO, Bangalore
» 200 outlet deal ( From 14 – 100 in 32 months ( 1-14 in 17 years))
» Rs 10 lacs per outlet capex
» 10% of sale with an MG ( rental always higher than MG)

17. Creating a new market

18. Creating a new market- for air ambulances

19. Some valuable lessons I learnt…
» New markets are created when you question the status quo.
» Opportunities are like ships in the dark…
» It not about resources but being resourceful that helps Blue ocean.
» Think positive, but act on the negatives.
» New markets are created when you either disrupt the existing market, or seize a
new opportunity -on the back of great consumer insights.

20. Thank you

21. My Inspiration:
• The ‘ant’ can run very quickly. If a human could run as fast, for his size, as the ant can, he
could run as fast as a racehorse.
• The ‘ant’ can lift 20 times their own body weight. At an average weight of 60kgs, this would
translate to a lift of 1200kgs.
• A colony of ‘ants’ communicate well with each other and very effectively too. That with no e-
mails, mobile phones, technology...
• A colony of ‘ants’ operates as a collective, they are intelligent and can do remarkable things,
guaranteed.
• The ‘ants’ follow a simple system of division of labour. They know what needs to be done and
who will do it. No questions asked.
• The ‘ants’ have an ability to solve complex problems. How’s that for an insect that size.
• Ants’ are good at finding new places to live in and very good at finding food. They are great
survivors.
• The ‘ant’ is probably the last place one would expect to find a maths whiz, but researchers
have shown that this humble insect can do what a few computer algorithms can.
• ‘Ants’ are adept at solving difficult mathematical problems and can adapt the optimal solution
to fit a changing problem.
• However, complex the route, ‘ants’ will surely and efficiently find the fastest way to food.

22. Thank you

23. Synergizing a common platform