Trojan house for brigade group

College Name –

Symbiosis Institute of management StudiesTeam Name –

BELLATOR

2

ASSETS OUTREACH

CONTENT ACTIVITIES PLATFORM

AUDIENCE

AMBITION GOALS VALUES

ENGAGEMENT

HOTELSCLUBSSERVICED RESIDENCESSERVICESCONVENTION CENTRES

ClubsServiced ApartmentsCelebrationConvention centers

Making a world-class organisation and a name to reckon with in the property development and hospitality sector

Digital Strategies•To increase organic footprint•To increase inorganic footprint.

•Businessman(Convention centers)•Members(Clubs)

To help increase the digital footprint by increasing brand awareness and revenue via digital media platforms

•Pop ups on Corporate ,matrimonial other mostly visited websites of target customers•Mobile application and videos•QR codes

•Pushing existing mob app, Social networking websites

Revamping the corporate websiteUsing QR codesWifi at service clubSCM

“We deliver more than we promise”“Builders of quality, developers of trust”"Upgrade to Brigade"

•Home Hunters(Serviced residences)•Couple(Weddings-event management()

AGENDA

3

PRODUCT BASED CONSUMER PROFILING Vis –a- Vis various Touchpoints

Convention centers

Target Market: BusinessmanTouch point : Office mail id’s from corporate websitesApproach1.Collect the corporate database of the city.2. Send a an E-Magazine to the corporates along with a mailer with link of the main website for details.

Clubs

Target Market: Existing MembersTouch point: Existing customerApproach1.Frequent pop ups on different sports, restaurant websites propagating about the product.

JOIN US TO MAKE YOUR HOBBY YOUR PASSION...Augusta club(Click here to know more)

Serviced Apartments

Target Market: Couple , FamilyTouch point: Bank websitesApproach:1.Tie up with banks to promote the product in their website

Celebrations

Target Market: CoupleTouch point: Matrimonial websiteApproach:1.Tie up with any matrimonial site and promote our video there.2.Also use their database to identify the prospective clients who is looking for an event management company.

4

Existing strategies to improvise Strategies followed by other companies

Strategies not yet implemented

WHAT WE PROPOSE??

•Website Developer•Improving currentreputation managementsystem

•Analytics and SEO Manager•Digital Marketing Manager

•SEO Consultant•Online Transactions Gateway•Website Content Designer

Website developmentSEO consultantOnline transaction gatewayPay U – silver or gold A/cSEO analytics managerProduct managerWebsite designer Interns for website content

Our Strategies

Capturing incoming queriesCampaign is liveTied up with various agentsFeedbacks appLinking with corporate websites

Touch points of brigade

The page needs to be promoted to improve the numbers on likes and comments.

Photos needs to be uploaded on the sites related to events or promotional activity or company.

Posts from the company propagating about the Services offered to keep the page active.

STRATEGY 1.1 SOCIAL MEDIA

Personal message to

customers who have

availed services.

6

1.2 VIRAL VIDEOS

Creates BUZZZ….

More IMPACT

EYE CATCHY

ATTRACTIVE

CONNECTING

TouchingEMOTIONS

Spread FAST

7

1.3 REPUTATION MANAGEMENT•We conducted a review on the different websites like mouthshut.com , consumer court .com etc where we noted that customers are raising complaints but there is no reply to these complaints by the company representative.

•Service industry runs on good reviews. In such a scenario if the company doesn’t take any initiative in addressing these complaints it results in a negative publicity for the company.

Observation sheet

Please refer the observation sheet of our review for details.

• develop an online asset that you own and control

LoginWTC Bangalore wins “The Best Commercial Space Of the Year.Jayashankar honoured with Eminent Developer Award.Excellence developer Of the Year Award 2012

Exhibit 1

1.4 BRIGADE WEBSITERevamping your website design, structure and content to provide a better customer experience(For details refer Annexure 1 & 2)

CREATE 3D ASPECT

Login

People should create their own user portal to access the facilities

Develop 3D aspect in Brigade homepage Contain Micro sites

Offer members – “Make the wish list”

Linking with other websites

Consumers create their favorite App

Can connect their App in social profile

Tie up with online travel agents

Building Prototype of Brigade model Play building games online

Mobile GPS facilityBrigade E-magazine

Placing widgets on social /personal websites

Offer tools for creating blogsCelebrity blogs could me more attractive

Create a homepage with 3D aspects

Your website ,blogs ,community .interacti

ve tools

Using digital channels to broaden

participation

Customer advocacy

Revamping your website design

Enga

ge t

raffi

ckin

g in

Brig

ade

hom

e si

tes

Membership clubs – TARGET PREMIUM28 % revenue is getting from membership and number of queries also

more from membership of premium hence-• Developing a variety of offers for members• Gift Vouchers Create, promote and sell e-Vouchers or Postal

Vouchers via your website for adding new members through existing members.

• Develop SMS reporting/updating facility to members and give some credits by joining new members under their referral.

• Active members should be given free membership for social entrepreneurship programs

• Google analytics Remarketing allows online business owners to reach the people who have already visited their sites in past

• Giving rewards to loyal members

Tactical plans to drive restaurant traffic and create customer loyalty

QR code ( To keep track on members and its database)

Maps and signage - “ point and find “ or “you are here” Integrates with the site

Website development services for your complete online presence

It’s a digital marketing tool, remarketing allows online business owners to reach

the people who have already visited their sites in past, but left without

buying anything. The feature makes it easier for them to connect with these potential customers through relevant

ads, offers and tailored messages across the internet

Diverting regular online traffic to website through tailor-made SEO and SMO strategies, conversion rate optimization (CRO) service can further help you in getting higher ROI

Extensive ResearchBest Practices

Cons

tant

Mon

itorin

gCo

mpl

ete

Solu

tions

DIGITAL MARKETING

TO INCREASE ORGANIC FOOTPRINT(PEOPLE WHO ALREADY KNOW ABOUT BRIGADE GROUP )

TO INCREASE IN-ORGANIC FOOTPRINT(PEOPLE WHO TYPE OUR OPTIMSED KEYWORDS IN SEARCH ENGINES )

We are getting a footprint of approximately 75,000/month, if we sum up footprints of all the mini sites of brigade group

Now performing search engine optimization on 2 keywords to direct online traffic to our site.

Financials of Search engine optimizing 3 key wordsFOR ONE KEY WORD Considering Cost per click (CTC) = $ 0.2 = Rs 12 Average footprint on our website= 75,000 users/month Considering the traffic % to be increased per month by SEO= 2%Target customers= 75,000 X 2% = 1500 users Cost incurred for Directing traffic to our site = 1500 X Rs 12 = Rs 18,000Duration of Plan = 6 MonthsTotal Cost incurred = Rs 18,000 X 6 = Rs 1,08,000FOR TWO KEY WORDSRs 1,08,000 X 3 = Rs 3,24,000

Designation Wages (is Rs) No. of Moths Employed Total Cost (in Rs)

Website Developer 50,000 1 50,000

SEO Consultant 50,000 1 50,000

Online Transactions Gateway

12,000 ( one time - Gold A/C of Pay U)

&2,000

6 12,000+24,000= 36,000

Website Designer(for keeping it updated)

15,000 6 90,000

Analytics and SEO Manager

15,000 6 90,000

Website Content Designer(Interns)

- - -(we will keep college

interns)

Digital Marketing Manager

30,000 6 1,80,000

TOTAL 4,96,000

Table 1 ORGANIC FOOTPRINT

Table 2 Financials of Search engine optimizing 3 key wordsActions Performed Values

Considering Cost per click (CTC) = $ 0.2 Rs 12

Average footprint on our all websites 75,000 users/month

Considering the traffic % to be increased per month by SEO 2 %

Target customers= 75,000 X 2% 1500 users

Cost incurred for Directing traffic to our site = 1500 X Rs 12 Rs 18,000

Duration of Plan 6 Months

Total Cost incurred for one key word = Rs 18,000 X 6 Rs 1,08,000

Total Cost incurred for three key words = Rs 1,08,000 X 3 Rs 3,24,000

Money Spent INR

Organic Footprint 4,96,000

In- Organic Footprint 3,24,000

Offline Marketing of Mobile App in all our entities (QR Code standees and posters)

30,000

TOTAL MONEY SPENT 8,50,000

Table 3 Total amount spent for Organic and In-organic footprint

Entities Average Activity in a day % share of activity

Woodrose club 1000 45.5

MLR Convention centre- JP Nagar

350 16

Augusta Club 110 5

Brigade homestead- Jayanagar 390 17.7

Galaxy Club 110 5

MLR Convention centre- Whitefield

90 4

Regent Club 150 6.8

Celebrations -

Total 2200 100

Table 4 Activity Share of mini sites

Entities No. of New customers

Average per Customer Revenue

Revenue (Rs)

Clubs 20 1,75,000 35,00,000

Convention Centers

5 60,000 3,00,000

Homestead 5 - -

Total / month 38,00,000

Total for 6 months

2,28,00,000

• Considering 2% conversion rate of our digital marketing program.

• 2% = 30 new customers per month/ 200 new BRIGADERS in six months.

• Distributing these customers according to the popularity of our mini sites.

• And trying to differentiate mini site of each club, conventional centre and property. So that they get there own identity and there foot print also increases substantially

• As now every club have their own differentiation factors in place• Approximately 30% of new customers will be interested in WoodRose

Club. (from 45% to 30%)• This means 10 new customers per month for WoodRose Club• Now with the WoodRose’s website being clubbed with other clubs

minisites, the customers are will generate interest in these websites too.• Similarly the business for other websites will go up.\• Due to our proper SEO management, Brigade group is getting 20 new

customers for its Clubs and 10 new customers for its Convention centre and homestead.

• The customers No.s may seem low at start but the revenues for Group speak for itself.

• Thus Revenue from new customers will be in the range of 2 crores Rs within 6 months with an investment of 5% of revenue earned = Rs 10 lakhs.

• All this just with the help of SEO. As it re directs relevant users to our homepage. And makes them aware of our group.

Table 5 Cost benefit analysis

ROADMAP

Revamping the website with keywords

Promote the new revamped websites , Send a an E-

Magazine to the corporates

Performing search engine optimization on 2 keywords to direct

online traffic to our site.

Use members database to identify the prospective clients through QR

1st

2nd

3rd

Use savvy digital marketers to diverting regular online track. 4th

5th

THANK YOU

Management ServicesInteriors:Realty Services:Financial Services:Insurance:NRI Services

Tandem Allied Services Pvt. Ltd

Functional units and its allied services should be in home site and also it should give a buzz to site visitors.

Annexure 1 BACK

Annexure 2 BACK