The Indian Blue Book

Campus Name: MICA, Ahmedabad

Team: Night Owls
Business Strategized for: After Market-IndianBlueBook
Team

Members:
Aishwarya Sundaram - aishwaryasundaram14@micamail.in
Ankit Chhabra
- ankitchhabra14@micamail.in
Pariskhit Agarwal
- parikshit14@micamail.in
Ravinandan Puri
- ravinandan14@micamail.in

2nd year
2nd year
2nd year
2nd year

The Case
WHY?

Unique visitors
Increase share of
voice
Expand customer
base

HOW?

WHAT?

30 Day Marketing
Campaign

Use of Price Check

tool

Unique URL

Conversions

Target City:
Ahmedabad

Increased
Conversations

Used car market in Ahmedabad, Gujarat

14.7 %
growth
compounded
annually

Source: Google trends

1.2
used cars
for every
new car

70%
researched
online
amongst 8090k used car
sales

4-5
Months is the
Average age
of ad post

Target:
Researchers
online

Competitive analysis
Media

Total Internet :
Custom Target

The major players in India in the

business of used car are may be
compared with our brand as
50,945
100.0 below:
19,549
33,543
given
Total Unique
Visitors (000)

% Reach

Average Daily
Visitors (000)

Total Minutes
(MM)

Average Minutes
per Usage Day

55.3

CARWALE.COM

1,492

2.9

89

15

5.6

CARTRADE.COM

1,130

2.2

42

3.9

CARDEKHO.COM

1,038

2.0

47

4.2

INDIANBLUEBOO
K.COM

17

0.0

1.0

Source: comscore.com for the month of August, 2015 in India

Target
Audience

Youth - 18-24 years

interested in cars
Influence the decision of car buying & selling
Active online

Young Working Professionals - 24-30

years
Into their first jobs & are aspirants for their first car
Price conscious & tech savvy
Not afraid of online transactions

Middle Age - 31-38 years

Looking to sell their first cars
Looking for hassle free paperwork & insurance deals

39 years & above

Prefer offline transactions via a trusted contact
Interested in buying a second car

Core Mantra over

Content

Bringing to them Indias first transaction based & analytically driven used vehicle pricing
guide

We chose to execute our idea through the digital medium for the following reasons:

77%
Search Engines

37%
Social Media

69%
Third-Party Apps

Source: Google auto shoppers report, 2013

Hence Digital..

Facebook audience insight for Ahmedabad

Best medium to increase reach and awareness : Digital Ads

(Source: Google Autoshopper report 2013)

Barriers

Opportunities

Lack of Awareness

IBB can have high reach

No set standards

IBB can be a unique standard

Internet usage limited to Facebook

and Youtube

Facebook reach among the highest in

India

Getting car data physically

IBB can bring them the convenience

Trust deficit leading to 70% buying

offline

M&M and IBB can build trust

Germ of an Idea
The things which were in our consideration set were the following:

Buyer of used car

looks into:
Brand
Price
Model
Diesel/Petrol
Transmissio
n
Guarantee/
warrantee

Seller of used car

looks into:
Price
Duration of
Sale
Quick transfer
of Legal
Documentatio
n

PRICE = BHAV (in colloquial

terms)

Maximising visitors to the website with

the umbrella campaign - Bhav Mat

Kha!

Our Campaigns
Online
AIM

Offline
AIM

To create a self-driven campaign and gain unique visits to

the website to build awareness about IBB as a credible tool

To create buzz around the idea of using analytical tools for

pricing which is user-friendly and easy to use

INSIGHT

INSIGHT

Indians are obsessed with finding the right value for any
purchase they make

People like engaging in experiential challenges

CAMPAIGN

CAMPAIGN

BHAV MAT KHA

Social Media Campaign
Facebook Challenge
Facebook Page
Price Checks

BACHE BHI JAANTE HAIN

On ground Activity
Media PR
QR Code
Price Checks

Consumer
Journey
Awareness
Interest

Discovery

Targeting
Content Marketing

Interest Based

Keyword/ Contextual

Consideration
Behavioral marketing/
Remarketing
Sale

Media
Planning &
Distribution

Keyword targeting
for using most
frequently used
keywords for used
car searches

Google
Adwords

Influencer
Marketing using
quirky conversation
points around
#BhavMatKha

Facebook
Advertisin
g

Twitter

Targeted Advertising based on

Interests, Behaviour and
Devices
Crowdsourcing of content

Building
conversations
around the art of
precise pricing

Mobile &
Email

SMS and Email for

dealers of pre
owned cars in
Ahmedabad

Threads
and
Forums

Implementation

 Rs 42 CPC
Average Rs 69

Costs

Search Engine Marketing

Strategy
Exhaustive Keywords
Top Keywords

Challenges

Competition bid higher

Low Budgets

Google
AdWords

SEM

BhavMatKha page
which was used for advertising, content curation, customer relationships
management and conversations around the brand indianbluebook.com

Content Marketing
Keyword Targeting

3000

Trends Targeting

Facebook
Engagements

Rs 3.11
Average CPC

Need-Based Targeting

Most sold/searched

Target Audience

Rs 2.84

Rs 3.44

Maruti & Hyundai

18-50 Years

Hyundai CPC

Maruti CPC

TWITTER
Twitter campaign
Proliferating conversation
#usedcars, #luxurycars
Influencer Marketing

Mobile and Email

Dealers
Mechanics

Threads and Forums

Content Marketing
Quora & Team BHP

Our PR through
the MICA page
on Facebook,
which is viewed
by 10,000 MICA
aspirants,
faculty, alumni
as well as the
current
students.

IMPACT
7,842
Total
Online
Sessions
Recorded

3,235,153
Total
Facebook
Reach

New
Users

Avg Ad
Position

27,718
Facebook
Conversions
(Clicks)

Rs.
42.94

5,877

1.6

3477
Organic
Tweet
Impressions

Total Google
Ad
Impressions

0.58%
Google
CTR

Google
AdWords
CPC

Rs.
17.01
CPA

1,03,004

Rs. 2.51
Facebook
CPC

Rs.
12.75
Net CPC

IMPACT

What would we do if we had larger budget!!!

Social media
marketing

Search Engine
marketing

ROI:
Net CPC: Rs 12.75
CPA: Rs 17.01

Budgetary Constraints..
Due to budgetary constraints we couldnt incorporate many offline measures we would have
otherwise included.
Many offline consumer touch points include offline locations and required offline presence.
Key offline touchpoints :
Dealers
Popular Mechanics and technicians
PR events

The Approach for the Big task: 1 million unique visitors

Increasing the scalability of the

product:

Qualitative share of
Media-mix explained.

70 % Digital
30 % Offline

Convert

Aiming for
Rs 5-6
Cost of
Acquisition

Detailed Digital Content Mix:

A carefully created large scaled content plan for a digital campaign for scale:

Native content

Listicle

Huffington Post,
Buzzfeed, Scoopwhoop,
Local Mags

Community

Video for sustained

engagement

Video

Media Agency Content,

influencers

B2C, Community

Long form

Blog

Influencers

Community

Responsive campaigns

Multiple

Agency

B2C, Community

Associated content

Multiple

Agency

B2C, Community

Estimated
Revenue model
from the IBB
operations

Long-Term Revenue Sources

Source

Opportunity

Ad Revenue

A premium can be charged for exclusive and premium listings on IBB. This can work as an
extension to the already existing ad revenue model which is inclusive of both Car listings and Ads
for other businesses.

Product Licensing

USP for IBB is its analytically driven pricing model, IBB should explore an affiliate tie up with auto
portals like cardekho,carwale and others as this is mutually beneficial, IBB provides pricing for
cars listed on these portals and gets another source of revenue etc
IBB can extend its autoinspekt service to portals who currently need to employ in-house car
evaluation experts when it can be easily outsourced

Dealer Tie-ups

Tie up with both used car and new car dealers

- used car dealers to get commission on every car valued through this portal
- new car dealers to use this portal for valuation of cars to be exchanged / sold

Luxury Car Market

Find leads through used luxury car market both offline and online, this could be possible one big
revenue source, as luxury cars are high margin low volume products in the used car category

Unorganized car market

A lot of dealers are there, who pick up cars from tier 1 markets and sell them to tier 2 markets,the
biggest chunk of used car transactions happen through unorganised market, small dealers/car
mechanics are the biggest source of info for sellers. We can have a direct contact program to
such individuals, make them collaborators in the entire process

Fin.