TEAM NAME: DRIFTWORKS

Aranya Roy Neeladri Sarkar

[email protected] [email protected]
1
 Solutions Executive Summary
• Identify the ideal TG of ZAP based on Target Group Awareness
demographic, behavioral and psychographic Demographic-Age- 28-35 year old; Income- More than • At an overall level, awareness about car
Deliverables

attributes 12L; Profession- Mid-managerial roles and beyond in the leasing in India and the ZAP platform is
• Design marketing campaigns and suggest other workplace lacking
Psychographic-Enjoy variety in life, keen to experience
recommendations to facilitate growth of the Car Purchase
new things in life, are self sufficient and do not like relying
platform on others • Purchasing a car is associated with an
• Suggest strategies for retaining customers on Behavioral-Travels to office 5 days a week using Ola/Uber, extremely positive and strong emotion
the platform and metrics to track performance travels to nearby places from city on weekends, Migrated which cannot be easily replaced
• Barring the test drive, there is a lack of
Step 1: Undertook secondary research to Growth
options (especially long term ones)offered
understand the marketplace Growth is being driven in two ways: by companies to test out a new vehicle
Step 2: Carried out consumer research to • Channel Strategy whereby the product is made Consumer Behavior
identify the Target Group

Key Insights
available in different channels to gain market access • Travelling to office is predominant reason
Approach

Step 3: Devised growth plans in terms of complemented with marketing efforts in those channels
to ensure product visibility
behind the use of a vehicle; for people not
- Channel Strategy
• Marketing campaigns with a total spend of INR 4.08 owning vehicles, travel to office is mostly
- Marketing Campaigns (based on TG insights)
crores (see appendix for detailed financials) with via cabs
Step 4: Understood offerings of ZAP currently campaigns across platforms- ATL, BTL and digital media. • There is a general dissatisfaction about the
and recommended additions to create an ATL and BTL has been devised for one city (Pune) to be services offered by the likes of Ola and Uber
ecosystem of mobility solution replicated across others too. arising out of high prices and a lack of
Retention availability of vehicles
• Car rental services in India is predominantly
Psychographic and behavioral changes
Industry Overview

being used people in the age group of 25-34 The retention strategies suggested are as follows:
• Consumers in the age group of 20-35 are
• The penetration of such services is expected to • Greater variety of cars
• Personalized packages and Value added services looking at experimenting and having variety
reach 1.4% of the population by 2022
• Brand alliances while having the desire to be self-sufficient
• Key growth drivers for the industry include • Loyalty program generating rewards in all aspects
rising mobility needs, acceptance by middle The metrics to be tracked include Customer Retention • Working professionals are increasingly
management customers, vehicle acquisition Rate, Repeat Purchase Rate, Redemption Rate, using the weekend to travel to places
costs Customer Share Rate and Net Promoter Score
2
 Industry Consumer Target Growth Marketing: ATL, Retention Retention
Overview Insights Group Strategy BTL, Digital Strategies Metrics
Forecasted Offline Retail Internet Value RSP INR mn Current Prices Forecast Car Rental Sales Value 2018-23 (INR mn) Users of Car Rental: Age-wise
Source:
Euromonitor

Leisure Car Rental CAGR: 3.05% over 6 years

Business Car Rental CAGR: 2.53% over 6 years

Source:
Euromonitor

Business Car Rental market is only 11% of Overall

Car rental market. B2B market is highly cluttered
with many players like Avis, LeasePlan, Meru, Orix
Growth Drivers and Restraints in Car Rental Industry Market Share of Car Rental Companies- 2018 Users of Car Rental: Income-wise

Source:
Source: Source: Statistica: Global
Frost & Sullivan Euromonitor Consumer Survey ’18
3
 Industry Consumer Target Growth Marketing: ATL, Retention Retention
Overview Insights Group Strategy BTL, Digital Strategies Metrics

Voice of the Consumer Key Takeaways

Purchase of a car is associated with the
“I always drove my car to office but after feeling of success and is difficult to
“I’ve grown up with the desire of purchasing a moving to Hyderabad from Kolkata that is not replace that
vehicle but with my current salary it is difficult possible. I miss driving a car to office and other
and will require a few years of savings to places as well. Further, I’m having to rely on
There is a sense of dissatisfaction with
eventually buy one” Uber and Ola everyday and both charge Ola and Uber and people are keen on
- Mr. Khandakar Reza exorbitantly during peak hours.” exploring other options
IT Engineer -Ms. Shreya Gupta
Marketer
Beyond the test drive option, there is
no other facility available to potential
consumers to try out the
vehicle(especially a long-term one)

“I was driving my vehicle regularly to office and “After saving for the past three years, I finally
have enough for purchasing a car but am not Awareness about car leasing in general
other places before it met with an accident. The and ZAP in specific is lacking;
cost of recovering it is very high and at the same sure which one to go for. Further, it’s also a bit
awareness is mostly among people
time I don’t have the ability to make a down- scary if I don’t end up enjoy using the vehicle I
who’ve used Zoomcar
payment for a new car.” bought with so much money.”
-Mr. Vaibhav Soni -Mr. Srinjoy Mitra
Banker Chartered Acountant Ability to afford the ZAP platform is not
just restricted to financial ability but
also availability of parking space

4
 Industry Consumer Target Growth Marketing: ATL, Retention Retention
Overview Insights Group Strategy BTL, Digital Strategies Metrics
TG: Buyer Personas
Name: Harsh Bihani Name: Ayushi and Rohit Name: Biswajit Mukherjee
Demographic Attributes Demographic Attributes Demographic Attributes
• Age: 28 • Ages: Both 30 • Age: 35
• Marital status: Single • Marital status: Married for 1 year • Marital status: Married with 2 children
• Education: Masters of Business Administration • Education: BA LLB(Rohit), MBA(Ayushi) • Education: B.Tech
• Occupation: Marketing Manager of a Financial Services Company • Occupation: Rohit- Legal Counsel in a consumer goods company; • Occupation: Senior Consultant in a boutique consulting firm
• Annual Income: INR 15 lakhs Ayushi- HRBP in a IT firm • Annual Income: INR 30 lakhs
• City of residence: Pune • Annual Income: INR 25 lakhs • City of residence: Hyderabad
• City of residence: Gurgaon

Lifestyle and Behavior Lifestyle and Behavior Lifestyle and Behavior

• Stays alone in a rented apartment in a housing society Target
• Stay in a rented Group
apartment Characteristics
in a housing society • Stays alone in a rented apartment in a housing society away from
• Goes to office 5 days a week and avails Ola/Uber to travel to and • Travel together to office in Ola/Uber on some days of the week the family who stays in Kolkata
from work • Have friends in the city with whom they hang out • Travels to and from office 6 days a week in a Ola/Uber
• Has a close group of friends with whom he takes trips on • Frequent to weekend romantic getaways • Family frequently visit him and they go on trips in and around
• Demographics: Age: 28-35 years old;
weekends and parties on several occasions
Income: More than 12L; Profession: Mid-managerial roles and beyond in the workplace
• Psychographic: Enjoy variety in life-Keen to experience new things in life-Are self sufficient and do not like relying on others
Psychographic Attributes Psychographic Attributes Psychographic Attributes
• Behavioural:
• Fun loving individual who seeksTravels to officein 5life(food,
variety of experiences days a week using
• Enjoying this Ola/Uber-Goes forto experience
new phase of life and want weekend getaways-Has
events migrated
• Extremely from one
family oriented city to another
individual
travel etc.) together • Self sufficient individual who enjoyed riding his own vehicle back in
• Likes to take charge of all activities in his life and is self-sufficient • In a hectic work schedule, want to spend as much time as possible Kolkata
with each other

Aspirations Aspirations Aspirations

• Aims to reach a senior leadership role either in the current • Both aim to excel in their respective careers • Aims to reach Principal Consultant role in the current organization
organization or another one in the next 5-7 years • Looking to purchase a flat in 5 years’ time • Driven by the desire to provide the best facilities for his children
• Has plans of booking a flat and purchasing a car within the next 10 • Keen on starting a family in 3 years
years • Have looked at options of vehicles they could purchase

Why Harsh? Why Ayushi and Rohit? Why Biswajit?

• Harsh is open to new experiences and has the ability both in •Afford to use service as they have parking space and financial ability • Biswajit can afford the service both financially and logistically(in
terms of monthly payments and parking space availability to use • Both long to spend time with each other and travelling together in terms of parking space)
the service the car would be a good option for them • He had a car which he used to drive to office in Kolkata but could
• Ola/Uber is unpredictable and often results in delays in going to • Ola/Uber is unpredictable and often results in delays in going to not bring it to Hyderabad; he misses driving
office and coming back office and coming back • Ola/Uber is unpredictable and often results in delays in going to
• He is aspiring to buy a car in a few years and now would be a good •Already started looking at purchasing cars and it is a good time to office and coming back
time to reach out to him present ZAP as a viable option at least for a temporary time
5
 Industry Consumer Target Growth Marketing: ATL, Retention Retention
Overview Insights Group Strategy BTL, Digital Strategies Metrics

What are the objectives?

• Develop a high performing channel beyond
the existing Zoomcar platform to create
awareness and drive subscriptions of the Create
ZAP offering awareness
• Tactical Steps: Undertake Featured and and generate
General Listing of cars on ZAP Platform on leads
CarDekho and Quikr Cars to enter into the
car purchase process (both new and used Influence
cars) and offer the customers an option; consideration
later extend to other similar platforms for the
• This Listing effort will be complemented with offering
banner, display ads on the platforms

What will be the performance metrics? Why these two platforms?

• There has been an increase in the number of
Total Leads generated per channel
digital touchpoints in the car buying journey
Average Revenue Per • CarDekho and Quikr are platforms where
Partner consideration for purchasing a new or used
car is being created; hence it is integral to
get in and offer an option at this junction
• CarDekho received close to 30million visits
to the platform in the last six months with
92% of the visitors checking out cars
Total Channel Marketing and Sales cost to • Quikr is one of the top publishers of
Revenue Ratio Zoomcar ads and directs traffic to the
Zoomcar website
Partner Satisfaction
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 Industry Consumer Target Growth Marketing: ATL Retention Retention
Overview Insights Group Strategy BTL, Digital Strategies Metrics
Airport signage, Apartment Kiosks TV ad, Meri Pehli Gaadi-II Change cars like you change clothes
& Car Personality Test and Paper cups
These campaigns will run from pre
Airport sIgnage will run from December 15, TV advertisement on Romedy
and post Diwali which is the festive
2018 to January 15, 2018; a time when a lot Now, Fox Life to influence
season. The objective will be to
of people head for vacations either with during Valentines day. MPH- II
drive awareness and gain leads.
families or otherwise. Personality Test will run will be carried out enforce
simultaneously to engage people on social virality of the campaign.
platforms. During the X-Mas and New Year 6-Months
apartment activation will be carried out.
Marketing Plan

January March May

2018 December February April 2019

OOH, Office Activation, Meri Pehli Gaadi- I Mall Activation, MensXP Articles and Social Media, OOH:
Kiosks will be set up in offices post holidays to TV Ads Stay hungry, stay foolish
spread awareness and generate leads for ZAP. Two articles about the ZAP platform will be A Integrated campaign across
Stage-I of Meri Pehli Gaadi will be carried out published on Facebook and the website in Outdoor and social media
to collected customer generated content. February (fortnightly) with the objective communicating the connect with
being to influence consideration. Mall Steve Jobs and looking at
activation to be carried out for driving influencing consideration to
leads and generate awareness. TV ads on upgrade cars.
NDTV 24X7 and Sony Ten 2

Marketing activities on other Digital mediums will continue as given in the Marketing planning file in Appendix 7
 Industry Consumer Target Growth Marketing: ATL, Retention Retention
Overview Insights Group Strategy BTL, Digital Strategies Metrics
Nationalized Branding Strategy – TV Localized Branding – City Considered: Pune
Activity Details Insight Objective
TV
Channels Details Insight Objective
Cab External advertising in 150 TG uses Ola/Uber to travel to and Create
advertising Uber cabs throughout Pune from work awareness

Ads on weekends Targeting couples who watch Wakad bridge is used to commute
throughout the day movies on weekends Create awareness
Hoarding Hoarding in Wakad, Pune to Hinjewadi for the various Create
(Outdoor) and SB Road- 40x40 ft offices, SB Road is one regularly awareness
visited area
Targeting the potential TG People who are emigrating to
Ads on weekends
throughout the day which watches such channels Create awareness 2 Green Walls near Pune are a part of the TG and Influence
on weekends Airport Conveyor Belt hence integral to reach them as consideration
early as possible

Aston Band-graphical Mentions by RJ Ira on Radio People travelling to office are Create
advertisement featured TG includes professionals who Radio Mirchi 4 times during 7AM- listening to Radio in cabs during awareness
at the bottom of the switch on the news after Create awareness 11AM this time and influence
screen for 10 seconds returning from office consideration
on weekdays

Ads during UEFA TG includes professionals who

Champions League stay awake at night to watch Drive consideration
Knockout phase the UCL games

Parameters to Select Channels AV Advertisement Storyline:

 Costs of insertions Deepali getting impatient to leave, at the
end of a long day at work. She replies to Parameters for Selecting Pune
 Number of viewers Suman’s query on what’s the hurry, that Localized and modified campaigns
• Plagued with transport issues
 Time slots she needs to book the cab before price
• Presence of ZAP TG: IT hub, Industrial sites for the 6 locations selected in India:
 Channel categories surges. He then refers her to Zap • Bangalore, Hyderabad
subscription • Other cities for ZAP model are similar to
• Mumbai, Pune, Ahmedabad
Pune in terms of TG presence, infrastructure
• Indore
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 Industry Consumer Target Growth Marketing: ATL, Retention Retention
Overview Insights Group Strategy BTL, Digital Strategies Metrics
BTL Marketing Activities– City Considered: Pune Use of Digital Platforms
Activity Details Insight Objective Medium Details Insight Objective
5 signages of 3 feetx7 feet
Signage in Food-court of IT Park Canvas ads with Concept TG's one of the most Create awareness;
Hinjewadi TG includes working professionals and integration, Collection ads, used digital media- ads when they go on to the
thus targeting them in their workplace Create
300,000 cups for 1 month Awareness Carousel/MPAs on facebook filtered for specific TG site-influence
will be impactful
Paper-cup across 3 offices in with 20,00,000 clicks audience consideration
Hinjewadi
2 Articles explaining ZAP
Office People staying in apartments will be and its benefits- reaching out Reaches out to men of
Campus and Kiosks in 30 apartments in able to afford the service both from a Create
to 25 million unique users per our TG on Facebook
Create awareness
Pune and different office Awareness
financial and logistical point of view; month
Apartments areas in Hinjewadi, Targeting TG at their workplace will be and Influence
Magarpatta consideration Create awareness;
Kiosks impactful
Sponsored ad for target when they go on to the
audience with 60,000 clicks Good place to target site-influence
A 20 x 20 feet Kiosk inside
The Mall witnesses a monthly footfall of Professionals; ads based consideration
Mall the Seasons Mall in Pune 16,00,000 on a monthly basis and going Generate Banner ad on the site on few filters
activation to a mall on weekends is common for Leads
on 4 weekends our TG generating 1,50,00,000 Create awareness
impressions
Listing, Banner ad on the Buyers refer to this site
Create awareness
homepage of the website when looking for a car
TruView for Action Video Create awareness;
Potential TG uses the
Advertisements; different ads when they go on to the
platform to watch car
on car videos, based on site-influence
review videos;
customer buying stage consideration
Create awareness;
Dynamic Search Ads, SEO, Preferred destination when they go on to the
Targeted marketing while searching for a car site-influence
consideration
Mid-Roll, Carousal ads on TG uses it as Create awareness,
Homepage of Hotstar entertainment source Drive consideration

9
 Industry Consumer Target Growth Marketing: ATL, Retention Retention
Overview Insights Group Strategy BTL, Digital Strategies Metrics

Campaign: #CarPersonalityTest  December Campaign Creatives

Theme Objectives

•
Which Car Matches Your
If we slapped four wheels on you what Drive Engagement
type of car would you be? Find out • Generate Leads Personality?
whether you have the kick and stamina of • Create Awareness
an SUV, the reliability of a 4-door, the • Collect Customer Information for
edge and wildness of a sports car, or the designing future marketing
uniqueness and passion of a hybrid! strategies and campaigns

Details

Design BuzzFeed Quiz, Quiz in a FilterCopy episode

with an eye on future • Quiz CTA at the end of video
marketing activities • Contest related to Quiz

Share the result with hashtag Quiz results matches the user with a
#IAmMercedes #ZAPTest to avail car available on ZAP platform and
discounts worth INR 1000 on ZAP place CTAs for subscription

Promotions Metrics Tracked

• Social Media Engagement

• Facebook: Stories, Posts
• Clicks on CTAs for ZAP page
• Instagram: Swipe-Up Stories
• Reach
• FilterCopy Video, Contest,
• Virality Rate
• YouTube: CTA for Quiz in FC Video
• Other: Car inventory, Customer info
• BuzzFeed Social Media handles
• Shares on other Platforms by customer
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 Industry Consumer Target Growth Marketing: ATL, Retention Retention
Overview Insights Group Strategy BTL, Digital Strategies Metrics

Campaign: #MeriPehliGaadi  Jan to Feb Campaign Creatives

Details Objectives

• Stage 1:Create engagement with the existing ZAP user

This is a 2 stage campaign targeted at different segments
base contributing to community development
with the overall theme being to leverage on the emotions
• Stage 2: Create awareness outside the community and
associated with a person’s first car
generate leads of potential consumers Storyboard for FilterCopy sketch
Stage 1 Stage 2

Engage in email Notify existing users of a Top 5 entries from Stage 5 short videos of the
marketing to reach out contest on Facebook 1 selected and provided users ranging from 30
to existing ZAP users with prizes a month’s fee waived off sec to 1 minute shot

Ask users to share a The videos shot will

Ask them to share their Videos will be released
post stating what a car capture the emotions
ZAP car/car key picture over a period of 10 days
means to them and how associated with ‘owning
with the hashtag on Youtube (as an ad)
it felt on receiving the a car’ and how ZAP
#MeriPehliGaadi and on Zoomcar FB page
ZAP car provides that feeling

Every user who submits People on the Facebook Incentive: Top Voted
Top 5 submissions get to
a post with the hashtag page will be asked to Video and User content
be featured in videos in
gets INR 1000 off on post their content and will win Weekend
stage 2 of the campaign
next month’s fee vote for the best video Getaways by Zoomcar
Platforms Metrics Platforms Metrics
Used Tracked Used Tracked
User
• Youtube, Facebook
• Total views Engagement
• Zoomcar email • Click to Open Rate • FilterCopy sketch on
• Social media
• Zoomcar Facebook • Social media MeriPehliGaadi(to
engagement (likes
page engagement(posts) spread awareness
and shares)
about campaign) 11
 Industry Consumer Target Growth Marketing: ATL, Retention Retention
Overview Insights Group Strategy BTL, Digital Strategies Metrics

Campaign: Change Cars like you change fashion  April Campaign: Stay Hungry, Stay Foolish  May

Objective: Creating awareness and consideration about ZAP Objective: Drive consideration of car upgrade through ZAP
Theme: Emotional appeal during different festivals across India Theme: Appeal to sense of achievement by referring to Steve
Jobs' habit of changing cars
Platform: Digital- Social media handles, during festivals.
Platform: Digital- Social media and ATL- Airports, Hoardings, cab
Insight: People generally buy clothes during major festivals-
Dussehra, Diwali, Baisakhi. Appeal to the customers by showing
that one can change their cars just like they change fashion

Subscribe Now

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 Industry Consumer Target Growth Marketing: ATL, Retention Retention
Overview Insights Group Strategy BTL, Digital Strategies Metrics
• Variety is one of the USPs of the platform and hence it’s
imperative to provide consumers with a wide number of
choices. Currently the number of SUVs and Sedans on the
platform is limited and there is a need to increase that
• Objective: Ensure that consumers have variety of cars to
choose from while looking at renewing their subscription on
the platform
Example: Bring new cars at the time of their launch itself

Gamify CADABRA: Rate Driving behaviour & incentivise

Example: Accident management, tyre management,
Automotive telematics, Parking solutions, Toll payments, Providing
etc. Variety
Objective: Create an ecosystem of mobility solutions,
which rewards good driving behaviour/skills

Value Added Additional

Services Benefits
• For every month that the consumer is using the ZAP
services, they should be rewarded with discounts,
cashbacks and other rewards which can be redeemed
• Different consumers have different requirements and it
on Zoomcar or other platforms
is important to provide them exactly what they need.
• When a subscription is about to end, provide with
Example: A customer may only use car on weekdays for
discounts to shift to higher-end models
daily commute in the city
• Free Upgrades for Limited duration: Upgrade to a
Rewarding Customized Objective: Personalization is vital to ensure that the
higher end-car for a limited duration of time based on
Loyalty Packages consumers feels attached to the brand and knows that the
the needs of the customer.
brand caters to their exact needs.
Example- Upgrade the car for a ZAP Customer driving a
Hatchback who needs a SUV for a weekend getaway
Objective: Giving an incentive to consumers to stick to Rahul: Zap On arrival his ZAP
the service Subscriber visits a car is ready-to-go,
different city on without any
work/leisure additional cost
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 Industry Consumer Target Growth Marketing: ATL, Retention Retention
Overview Insights Group Strategy BTL, Digital Strategies Metrics

Repeat Purchase Rate Redemption Rate

This identifies whether customers are upgrading This will track how loyalty program is working
or subscribing to the same plan post the and also if the coupons provided are actually
completion of their current tenure. Given working. A poor performance on this front
awareness about current tenure, consumers can would require the need to relook loyalty
be given some incentive to subscribe further. programs and brand alliances which have led to
incentives.

Net Promoter Score

This provides a holistic view of the satisfaction
levels of consumers and whether they have
been delighted enough to recommend other
people to join in. This goes beyond just
retention to aspects like operations and
customer experience.

Customer Retention Rate Customer Share Rate

Over time customers may drop off from the Sharing the car on the platform is useful in
platform(unsubscribe). It is integral to intervene reducing the amount paid by the customer. In
and solve the customer problem here which addition to that, sharing would be useful in
could be a lack of variety, high cost or ineffective reaching out to more customers and hence it is
offers. integral to create and track such a metric.

14
Thank You 
 Appendix 1-Industry
Travel Operators &
Hotels

B2B Market SMEs

Type of Customers
 11% of India Market KPIs of Car Rental
Companies
 Airport Transfers Corporates
Revenue Contribution: 70%

Need Based Travel

Leisure v
B2C Market Leisure Travel Business_Car Rental Market

 89% of India Market

Daily Commuters

465

439.3
500

423.4
420.9
404.3
400.9

450 Market Share Car

Rental Companies

332.3
400
350
300
211.7

232
250 Avis (Avis Budget Group Inc)
200 International Travel House (International
Travel House Ltd)
150 Myles (Carzonrent India Pvt Ltd)
Car
68.5
62.5

100 Zoom (Zoomcar India Pvt Ltd)

Rental_Indicators Forecast
31.2

27.5
16.6

50
9.7

7.8
5.9

4.1
3.2
1.5

1.1
0.4
2
1

0
Average Average Daily Spend Fleet Size Transactions Utilisation
Number of Sales Per Per ('000) ('000) (%)
Transactions Transaction Transaction
Per Car (US$) (US$)

KPIs of Competitors
 Appendix 2-Campaigns Timelines

TV Ads December January February March April May Car Personality Test
Romedy Now             Duration 10 days
Fox Life             Start Date 15-Dec-18
NDTV 24x7             End Date 25-Dec-18
Sony Ten 2          
Other ATL
Cab Advertising            
Outdoor Meri Pehli Gaadi
Hoarding             Stage 1 Stage 2
Airport             Duration 15 days Duration 15 days
Radio             Start Date 01-Jan-18 Start Date 01-Feb-18
End Date 15-Jan-18 End Date 15-Feb-18
Note
  Running from the mid of one month to the other
  Running for one whole month
Change Cars Like You Steve Jobs
 BTL Campaigns December January February March April May Change Clothes Duration 1 month
Office Signage             Duration 7 days Start Date 01-May-18
Papercups             Start Date 07-Apr-18 End Date 31-May-18
Apartment Kiosks             End Date 14-Apr-18
Mall Activation            

Note
  Running for one whole month
  Only during Christmas and New Year
 Appendix 3-Campaigns

Marketing Campaign Cost

Expenses and Reach

Projections Campaign
Timelines
 Appendix 4-Metrics

Channel Metrics Retention Metrics

Metrics Details Metrics Formula

Total Leads Generated There are two channels here i.e. CarDekho and Repeat Purchase = (No. of repeat customers/No. of total
Per Channel Quikr Cars and hence it is integral to find how Rate Customers)*100
many Marketing Access Leads are being
generated per channel. Focus on this will also Customer Retention = ({E-N}/N)*100
give an idea on Marketing Qualified Leads Rate
where
E= no of customers at the end of a period
Average Revenue Per There are 2 partners currently and hence there N= no of customers at the start of a period
Partner is a need to know which partner is generating
more revenue. One partner garnering a higher
revenue than the other would lead to more Redemption Rate = (Total no of customers who have spent
focus on that partner points/Total no of customers who have earned
points)*100
Total Channel Marketing cost will include the spend on Customer Share Rate = (Total no of customers who have shared the car
Marketing and Sales banner ads on the respective platforms. Sales on the platform/Total no of customers on the
Cost to Revenue Ratio costs will include spend I terms of cashbacks, platform)*100
discounts and other promotions. A higher
spend on one channel in order to garner the Net Promoter Score = Step 1: Take scores on a scale of 0-10
same revenue as the other, would give an idea Where 0-6=Detractors, 7-8=Passives and 9-
about channel effectiveness. 10=Promoters
Step 2: (No. of promoters-No. of detractors)*100
Partner Satisfaction There are 2 partners here and their satisfaction
level will be a function of marketing and sales
support, traffic due to the presence of my
product etc.
 Appendix 5- Creatives
Campaign- #MeriPehliGaadi

Storyboard for FilterCopy sketch

User
Engagement
 Appendix 6- Creatives
Campaign- #MeriPehliGaadi