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Objectives:
1. To drive interest behind the P2P concept. Specifically, we shall educate consumers of the potential
of the answer community and energize trial (as users & experts).
2. Generate consumer curiosity by projecting the P2P space as the cutting edge in the way the
Internet can be harnessed.
Background:
1.
2.
The learnings on the B2C category in the US indicate that as consumers evolve in terms of Net
Usage, they tend to move from casual surfing from fun, games, and information search to 2 broad
areas namely Simplifying and Bonding. In case of the former the consumer actively searches
for ways and means of simplifying his life via the Net. This directly translates into e-commerce. In
cased of the Bonders they represent a group of people who seek depth of interpersonal
interaction over the net. Notably they would have passed beyond the chatting stage. The
Bonders would have high appeal for the P2P concept and would be more loyal users.
The Indian Scenario the relation between Psychographic and Demographic elements in the P2P
Context.
Key Roles
Caretaker of the family, Dutiful
bahu. She is the Home Minister.
Key Frustrations
Working Men
Students
Retired
couples
Key Drivers
Role of P2P
Fun, Recreation.
Role models.
Getting advice on
managing their career.
Advice on managing and
building relationships (for
ages 15 onwards).