Market Development

Brand recall value is high

People know OLX











I will check
what all do I
need to sell
and then do
the listing?
How do I post
pictures on
the site ?
Do I need to
use a credit
card at OLX ?
I would love
to sell, but
will do later.
If there are no
charges, what
is OLXs
interest and
benefit ?
Can I search
for jobs on
OLX ?
Does OLX
charge any
Commission
on Sales?
But they might have inhibitions using
OLX
Can I
Shop on
olx?
Do the
products get
home
delivered?
We need to break the COBWEBS
INHIBITIONS
Do I need to use a credit card at OLX?
I would love to sell, but will do later. If there are no charges,
what is OLXs interest and benefit ?
Ad posting is free, but OLX must be charging a commission in
sales
I cant buy a product by just seeing it offline, I need to
physically see it to buy it.
Must be complicated

VALUE PROPOSITION IN CONSUMERS MIND
Is it an online e-commerce for Used goods
It is another e-bay
OLX is the aggregator of used goods
OLX will buy our goods.
This service does not seem relevant to me


FENCE SITTERS
I would love to sell, but will do later.
I cannot think of selling anything on OLX

FEAR
I will have to register & I would receive unwanted calls &
mails from unwanted marketers
My Data would be used for marketing purposes
Is it Trustworthy


CONSUMER
PERCEPTION
MARKET DEVELOPMENT OBJECTIVE
Mobile first education, trial &
engagement of users with OLX
OBJECTIVE
Educate Sellers & Buyers about the correct value proposition of OLX
Educate about the ease of Use of OLX
Clear inhibitions about OLX
Education
Help customers to use OLX mobile /tablet experience
Trigger trials & engagements through mobile devices thus enhancing the mobile
usage (more easy and user friendly),accessible anywhere
Mobile First
Meet Supply Demand matrix by enhancing content through user trials
Create Supply triggers in desired categories(cars, mobile phones etc.)
Supply Triggers
Bringing fence sitters on board through aggressive user trial & experience
Help consumers try OLX by Initial handholding on their devices
OLX Experience
Complete a 360 degree approach
Complement ATL
All market development activities would be performance based, scalable & low
on cost per contact
Update on Activities Conducted
SPORTS COMPLEX ACTIVATION

CINEMA ACTIVATON

SPORTS COMPLEX ACTIVATION(On
going)
OBJECTIVE-Enhance Sports Equipment Category by a promotional ground campaign @ 3 sports
complexes in Delhi, induce posting through our mobile OLX App
ACTIVITY- On ground FOS activity to be conducted @ all sports complexes(6 days each) with ambient poster
branding @ strategic points in the complex(for 1 month). Two promoters with a tab to engage with the
sportspersons in the complex educating them about OLX, helping them download OLX App/ post their ads.
EXPECTED RETURNS-touch point with 3000 potential users, 700 app downloads /postings
DURATION- Activity rolled out on Jan 15
th
, Commenced in Jasola Sports Complex & Vasant Vihar Club, To
start @ Siri Fort Complex from Feb 12.
STATUS- Touch based with 1200 potential users resulting in 200+ app downloads/postings,
COST- INR 165000/-



Consumer Speak
I have used olx
earlier, since I
have downloaded
the app, it would
be more easy.
Does OLX
charge any
comimssion
?
OLX is so
easy to use
through
mobile.
I will download
the app and use
it in future. Can I sell my bat
on olx/can I sell
my skates on olx?
I dont have
pics of my
product
here/can I
upload them
later.
I didnt know I
could sell my
used stuff
through OLX
Key Learning's
Users find OLX
mobile app a good
tool to use
Users with selling
needs are ready to
post their ads on
spot
Potential users
have queries
regarding OLX
usage functions
Ads got posted
from all categories
including sports
12 postings from
sports category got
listed
JASOLA SPORT COMPLEX
VASANT VIHAR CLUB
CINEMA ACTIVATION
OBJECTIVE
OLX mobile Experience & APP download @ Cineplexs.
APPROACH
Leveraging Cinema walk in customers. To Educate them & have OLX trial & app download while in the
Foyer Area(during movie break & waiting for Entry)
Communication through 6*6 Standee in Foyer Area
ACTIVITY
Done in 7 Cineplexs to be chosen across Delhi for 2 days(26
th
& 27
th
)
6*6 Standee with OLX communication placed at all locations during the activity
2 promoter per Cineplex engage with consumers ,educating them about OLX and encouraging them
to use OLX(App trial/through tabs etc.)
Any individual downloading OLX app./ posting an Ad via app on his phone would be gratified
EXPECTED RETURNS- touch points 4000, outreach 10000, App downloads/postings-1000
DURATION- Jan 26
th
& Jan 27
th

RESULTS- commenced successfully across all locations resulting in 4000 touch points with 801 app
downloads/postings
Key Learnings
Very less interaction
time @ such
locations
Distributed
mindshare
Network coverage
was a issue
People ready to
download app/some
even tried posting as
well
Gratification works
OLX is high on brand
awarness
Cinema Activation via lens
MARKET DEVELOPMENT PLAN
Market Development PLAN
Pilot projects tested in Delhi/NCR
Trained resources working as our
ambassadors to test waters
Successful initiatives to be replicated by
able partners across nation @scale
INHOUSE
FOS(Fleet on
Street)
Able partners with innovative ideas to
carry market development at scale and
pace
Implement piloted activities through
FOS to a larger scale across top 4 cities
Partnership
INHOUSE FOS ACTIVATIONS
INHOUSE FOS
OBJECTIVE
Seller Education & OLX mobile Experience to potential Users @ various touch points.

APPROACH
Engaging with prospective users through FOS (Feet on Street) at touch points
where we could get maximum mind share.
We would be Hiring FOS on a third party Payroll for 3 months to do some Pilot
activities on ideas(some of them mentioned in PPT) which we intend to execute.
All ideas which seem to be scalable and doable could then be executed at scale
through identified Partners or in-house by expanding the current module

INSIGHT

Targeting consumer @ touch points where we could have maximum mindshare
It would lead to better understanding & usage of OLX.in. For example- New & used
Car Dealerships, Furniture Stores

LIST of Potential Ideas for FOS

Car Dealerships
Leveraging walk in customers of New Car Dealerships.
Most of the customers looking to buy a new car would be having a need to sell off
their pre-owned vehicle.
FOS engages these customers @ exit and helps them try OLX gaining the maximum
related mindshare.

Retail Chain Activation
FOS engaging with walk-in consumers of big electronic chains, Home & Furnishing
chains (Home Centre, Home Saaz etc.). As a sizable chunk comes to these centres
to upgrade
Young Parents
Taping young parents (with lots of kids stuff to dispose) @Touch points such as
Play Schools & Nurseries.
PSUs
Engaging PSU employees @ their office locations/Residential blocks since they
have a transferable job and are potential movers to OLX



FOS Ideas
ARMY
Since army personnels hoard items during their service tenure (due to the abundance of
space and logistic facilities), they have a lot of items to dispose of when they need to move
into the civil life.
We can tap this segment through doing Activation programmes in Army canteens (figure out
a way to approach such individuals) through FOS.
EXPAT Community
Metros have a huge working expat community which has a classified need to sell off their
used stuff.
Expats could be targeted via embassy and cultural programmes organised by their respective
communities.
Also certain hospitality centres with regular expat footfall could be targeted. We will have tie-
ups with cultural councils, embassies, restaurants etc. to do a FOS activation Program.
CCD
The activity is a CAF COFFEE DAY activity that aims to leverage the walk in consumers of
CCD.
Communicating the message through Tent Cards & engaging the consumers through a
promoter led Activity.
OLX communication about its Ease of Use would be done by placing Tent Cards on all tables
of the Caf.
A promoter would try to engage with the customers on those tables (with their permission).
Gyms & Fitness Centres
Doing a FOS based Activity in the morning & evening hours with a basic branding activity



PROCESS FLOW for FOS
Hiring
Hiring FOS on third Party Payrolls.
Enablement
Training FOS about OLX, how to approach customers, training on use og
Gadgets(TAB,CAmera etc.)
Empowering the FOS with Tabs, and requires hardware if any
Activation
Initiating execution of ideas through the FOS.
EVALUATION
ALL activities to be monitored & Evaluated on a weekly basis to ensure Quality,
effetivity & Efficiency.
FOS in NUMBERS
ACTIVITY IN NUMBERS
Outreach per promoter per day- 100
Interactions per promoter per day-40
Expected app downloads(10% of total outreach) per FOS
per day-10
Individual postings per FOS per day(20% of total outreach)-
20
Total outreach per month per FOS(25 days)=25*100=2500
Total engagements per month=25*40= 1000
Total App downloads per FOS per month= 25*10=250
Total Individual postings per FOS per Month = 25*20=500

HIRING PLAN
Initially we would like to start a Pilot for 3 months. On the basis of the 3
months evaluation we may further enhance the Program.
We can start with 5 FOS for the first month and basis evaluation increase the
number to 15 as per the success of the Activity. Also these FOS on third party
payrolls would also be employed in all Ground Activation initiatives taken by
us or through vendors(instead of Daily promoters used by Vendors).
This would ensure quality interaction I all our engagement programs. Below is
a estimated Expectation Matrix for the same.

COSTS(INR)
FOS 1050000
GRATIFICATION 175000
Permission 200000
MISC 100000
TOTAL COST 1525000
Total Individual Postings 17500
Cost per Posting 87.14285714
Number
of FOS
Man-days /FOS Cost (@ 30000 per
FOS)
Total expected
outreach(100 per
FOS per Man-
day)
Expected App
Downloads(10%
of total outreach)
Expected Ind.
postings(20% of
total outreach)
Gratigic
ation @
INR 10
per
posting
Month 1 5 25 150000 12500 1250 2500 25000
Month 2 10 25 300000 25000 2500 5000 50000
Month 3 20 25 600000 50000 5000 10000 100000
Total 1050000 87500 8750 17500 175000
ACTIVATION through PARTNERS
Activation through Partners
OBJECTIVE-To create the buzz among consumers, encourage consumer to
download OLX App in their mobile Handset and incentivise consumers to post
their ads / requirements (if any)and share their experience.

APPROACH- To do Activation programs in coordination with specialized BTL &
Activation vendors

INTENT- Market Development @ scale across major locations & identified
TGs

INSIGHT- Identify Agencies to work on innovative ideas to educate potential
OLX users and motivate them to engage with OLX through trials & app.
Downloads.



PROGRESS
Met multiple agencies, briefed on intent
Evaluated proposals & ideations from respective agencies
Shortlisting on proposals in progress
Evaluation basis Innovation, Idea, Execution & capability
Final meeting to commence next week along with Gaurav &
Irwin to finalize on Activities
Initiated meetings with Agencies with retail chain tie-up &
promotion expertise to activate multi level programs in
retail chains
Brief given to OZONE wi fi regarding activations through wi
fi zones across Hospitality chains
TG Verticals
Proposals received on basis of 3 TG verticals
CORPORATE
RESIDENTIAL
HIGH STREET
CANDID MARKETING
CORPORATE ACTIVATION IDEA
Corporate Activation Idea(Candid)
Campaign Name- SELL SMART
The idea is to promote the TG to be the SMART
SELLER and clear the air of the doubts and
educate people about OLX

Smart Seller Snap Shot
Program
Pre Hype
Branding
E-mailers
On-Ground
Shopping bag
Engagement
activity
Online
Facebook
Activity in aNutshell
The promoters record the data of the participant and moves on to the next participant
Promoter will then guide the TG to install the OLX app on their smart phones
Simultaneously, promoters will give a demo of the OLX app to the TG on their tablet
At the same time our promoters will help the participants place their ads on OLX bag
They will engage the TG in a quick activity
OLX promoter will approach the TG around the setup
A huge bag size(8x6) is placed at the setup with OLX branding
Direction Boards placed at the Corporate guiding people to the OLX Activity
A day prior to the activation, tent cards & calendars will be placed at every workstations(BE A
SMART SELLER)
2 days prior-mailers will be sent to every employer of the company
Setup & Engagement
Place Direction Boards at the Corporate(Stand alone campuses) guiding people to
the OLX Activity
The main purpose Direction Board is to create excitement & to direct the visitors
to the activation area
A huge bag size(8x6) is placed at the setup with OLX branding
Standees will be placed around indicating the brand proposition
Promoter provides pictures of different products and asks the
customers to guess the approximate cost of the same(PRICE IS RIGHT)
As a person predicts a cost, promoter shows them the
actual product and actual cost on the site
TG is encouraged to download the app and explore
various options


Digital Amplification & Gratification
DIGITAL AMPLIFICATION
Once the participants post their ad on the shopping bag
They will be asked to click a picture and post it on their FB account saying
Sell Smart with OLX
Winner is judged on the basis of likes and comments they receive on their
status within a given time.
Winner get a gift hamper from OLX

GRATIFICATION
It is an interesting fact that we can use calendars of yester years for the
current year
Year 2013 calendar is exactly the same as of the following years 2002,
1991, 1985, 1974, 1963 ect
For gratification we use calendars of the year matching the year 2013
Thus strengthening the concept of effective usage of unused stuff






Evaluation
INR 750000/-
Expected
Cost
Corporates tapped- 10
Contacts-3000
Trials-2000
Cost per contact-INR 250
Cost per Trial- INR 375



Expected
outreach
Good in Innovation & creativity
Is one of the top BTL agencies with good credentials
Reference checks to be done
Agency
Expertise
RESEDENTIAL ACTIVATION IDEAS
RWA IDEA (Riya communications)
RATIONALE-
We Indians are hoarders, emotional and we believe in Vastu & Astrology.
As per Vastu, unused stuff lying in households hampers prosperity.
The idea is to find out unused stuff lying in housed and trigger them to sell
them on OLX since they are hampering their prosperity.
Pre Hype
Pre hype to
be created in
identified
RWAs(by
sending
invites) for a
free Vastu
consultation
on a
specified
Weekend
Activity
A Vastu
related Set
up placed
in RWAs
A vastu
consultant
(hired by
agency)
would give
free
consultatio
ns to the
residents.
For the
consultatio
n the
consultant
makes
residents
fill up a
form about
the unused
goods lying
in their
house for
3,6,9,12,18
,24
months..
They are
asked if
they are
prosperous
enough or
they do
want to
prosper
more
The Vastu
specialist
helps the
resident
correct his
residence
vastu and
also tells
the
resident to
clear the
unused
stuff that
might be
hampering
his
prosperity.
OLX
promoter
then
guides the
resident to
download
our mobile
app &
post/Post
through
tabs.
MARKET ACTIVATION IDEAS
EVOLVE BRANDS
MARKET ACTIVATION IDEA
Market Activation Idea (Evolve)
PLATFORM
Create surrogate buy/sell opportunity on a high street
VENUE
High street, Apartment Complexes, Mall
PROPS USED
Olx branded Hand Cart or Mobile Transparent van loaded with wares
Wares include toys, miniature vehicles, artificial jewelry, DVDs, watches small IT
stuff, sporting goods etc
Each product will be tagged with a Name, City(indicating it belongs to someone,
whereas it will be actually new)
Emcee on a sound system
Sales Assistants to manage cash sales
Promoters gathering crowd with mini-leaflets to distribute
OLX Branding
Over the Top branding with clear aspects of Everything available; At Best Price; All
The Time

Market Activation Idea (Evolve)..
MODUS OPERANDI
Create a hand cart/Mobile van with hundreds of wares out for deal.
The wares showcase that olx has everything on offer all the time.
Pre activation permission obtained from location
Invite audience for a live buy at attractive & unbelievable price points.
Emcee attracts crowd, promoters distribute leaflets with indicative item
on sale
Crowd gathering and people asked to pick up stuff at unbelievable prices.
For eg. A Miniature bike at Rs.10; A DVD at Rs. 5, Artificial Jewelry at Rs. 10
etc; essentially items which no one should mind instant buying
We estimate to sell around 300-600 Items every activation day, depending on
duration of 3 hours to 6 hours.
Easy buyer is given a leaflet that more of such stuff is available for real on
OLX.IN.
Additionally crowd is asked to download OLX App on Mobile phone and win
surprise on the spot prizes.

Market Activation Idea
(Evolve).
Indicative creative (the branding and other elements can be customized basis
final discussion)


Evaluation
TBD
Expected
Costs
Outreach-10000
Contacts- 4000
Trials-1000
Malls-3-4
Outreach
Good on Creativity
Execution credentials to be evaluated
Is not a big agency so would be low on costing
Evaluation
Project Shopping Bag
OBJECTIVE
Extended Brand recall+ education to potential users @ various touch points.
APPROACH
Leveraging walk in customers at shopping locations. To offer free recycled shopping bags to potential OLX users at retail
shopping outlets.
INSIGHT

Targeting consumer @ entry points of various retail shopping outlets where we could offer them free OLX branded
Shopping Bags. The consumers at such points would need it, since he might have to pay extra money for those bags to
carry his goods. He might then use this bag for his future shopping and Carrying needs thus enabling extended OLX
brand recall in his daily life.

IDEA
The activity aims to leverage the walk in consumers of retail shopping outlets like big bazaar, modern bazaar,
grocery stores etc. Usually these stores now charge for a carry bag. Thus OLX offering free Carry Bags at these
outlet entries would be of great help to these customers. An OLX branded bag (that could be reused multiple
times) would enable us to be as a source of permanent brand recall to these people whenever they go for
shopping.20 locations to be identified across Delhi-NCR where a promoter would be offering these bags to
potential OLX users. In the meantime for all enquiries the promoter be educating the customers about OLX(ease of
Use) and would be distributing OLX pamphlets along with the Bag.
An option of OLX app download to get a free Shopping Bag will be worked out.
ACTIVITY
25000 bags to be distributed across 4 metros through @ retail outlets
Promoters to selectively distribute OLX Branded Carry Bags to potential OLX users on Successful App download
Activity to carry on weekends & Public Holidays
1 Promoter per Outlet

STATUS
Samples collected
Couple of samples shortlisted
Enquiries to Kolkata based mfrs. Sent, reply awaited
Creative briefed to Abhishek
BUDGETS
Bags-INR 1250000/-
Distribution Cost- TBD
Some sample Bags
BUDGETING
Vertical Cost(INR)
FOS 1525000
Corporate(10) 750000
RWA(15) 500000
Shopping Bags 1250000
Total 4025000
Competition(QUIKR) on Ground


Quikr recently held college activations across four cities. It was
done in Thakur College in Mumbai, Amity University in Delhi,
Symbiosis in Pune and Hindustan College in Chennai. It was
conceptualised by FoxyMoron. This activity engaged about 4500
students across the four colleges and was executed by Future
Promos & Events.
Quikr doing on ground promotion @ Joggers Park in Mumbai
Ambient Branding in NCR (SRS mall Faridabad)
Used Car mela @ East Delhi Mall, Vaishali, Ghaziabad


Quikr On Ground Pics
THANK YOU