Download Recommendation Rationale

Kotak Life Insurance
Digital Marketing
Presentation by Quasar, 05th June 08
Team Quasar | Kotak
Team Quasar | Kotak
India’s largest digital media services company
A WPP DIGITAL COMPANY
Team Quasar | Kotak
AGENCY 2.0
Team Quasar | Kotak
(Online agency on Record)
(Online agency on Record)
(Online agency on Record)
(Online agency on Record)
(Online agency on Record)
(Online agency on Record)
Team Quasar | Kotak
The .com(munication) guys !
Team Quasar | Kotak
What can Quasar Offer?
Digital communication planning
Response
Branding
• CRM
• Direct marketing
• Online planning and buying
• Email marketing & deployment
• Ad unit creation
• Search marketing
• Broadband video
• Affiliate marketing
• Digital experiential
• Online Reputation Management
• Mobile
• Web PR / Blog Monitoring
• Emerging media
Data services and hosting
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Content and applications
• Website design & development
• Content creation, sourcing and
adaptation
• Information architecture
• Content management
• eCommerce
• Application development
• Games
The DIGITAL SURROUND
360° Experience in handling Interactive Marketing across Categories
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Kotak Safe Investment Plan
Online Marketing Deployment
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ONLINE MARKETING CYCLE
Landing Page/
Microsite
LMS
Destination
Back End
Target Audience
Media
Analysis
Access
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Calling
Target Audience
Focus on 5 cities Pan India
-
Delhi /NCR
Mumbai
Bangalore
Kolkata
Ahmedabad
Methodology : IP Based Targeting, Profile Based Targeting
Expected Error Rate : 20 %
Team Quasar | Kotak
Who are we talking to?
Target Audience
Age group
35-55
Sec A – B1
Investors in mutual funds
Stock market conscious
The Programs & Media
we create should appeal to these traits
Team Quasar | Kotak
Professionals + Decision makers
Who are they?
-
Invests in mutual funds and other market linked
investment options
-
Wants to invest in a high return investment product
but does not want to lose his money
What do they want?
–
–
–
Better investment options
Guaranteed better returns along with insurance
Protect investments during market uncertainties
Consumers have Choice
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More is Good
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Recall of caption & correct association with the company- all
Message
Q307
% of people recalling the
caption
Correct association –
amongst those recalling
caption
Sar Utha Ke Jiyo (HDFCSL)
37
21
Suraksha.. Zindagi ke har kadam par (ICICI Pru)
1
7
Zindagi se ek Kadam aage (Kotak)
35
9
Jeene Ki Azaadi (Kotak)
30
0
Kal par control (Aviva)
22
13
Your partner for life (MNYL)
26
2
We know India better (LIC)
19
26
Have you met life today (MetLife)
17
62
Respect yourself (HDFCSL)
19
22
Your dreams our commitment (Birla)
15
2
Get the Lion's protection (ING)
18
26
Think investment Think....
13
14
A new look at life (Tata AIG)
17
0
For all your life insurance needs (Bajaj)
12
1
With you.. every step of the way (MetLife)
10
62
For the Planned and Unplanned (MetLife)
7
6
Jeetey Raho ( Added from Mid June)
39
36
Mera Farz ( Added from Mid June)
9
7
Always up never down (Reliance)
6
44
Base
Q307:5884
Nielson. Life Insured Brand Health Monitor Q307
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Competition is Strong
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Low Hanging Fruits
Conversion Bucket
Surfing - Other Things
Surfing for Financial Information
Generic
Vertical / Profile
Surfing for Investment
Search , Content Sensing
& Behavioral Targeting
Surfing for Insurance
Product
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Media Mix
Conversion Bucket
Surfing - Other Things
Surfing for Financial Information
Generic
Media Mix Buy Type
34%
CPL
Vertical / Profile
0%
Surfing for Investment
Search , Content Sensing
& Behavioral Targeting
Surfing for Insurance
Product
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66%
CPC
Our Approach to Search
Brand / Product
Broad Category Names or
Terms
Terms
Pricing Terms
RESEARCH / ENGAGEMENT
CONSIDERATION
COMPARISON
PURCHASE
Relative Frequency Of Use
High
Source: Millward Brown Study Conducted for Google, May 2005
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Medium
Low
Reviews /
Articles
New Insurance Products
Investment Options
Aviva Pension Fund
Best Insurance Product
Max New York Life
Stock Market
Insurance
Kotak Insurance
Share Trading
anti spyware solution
Mutual Funds Investment
Best Investment Schemes
ICICI Prudential
HDFC Standard Life
Broad /
Awareness
Investigation /
Comparison
Lead Generation Page
- Investment
Lead Generation
Page - Insurance
Kotak Investment
Kotak Life Insurance
Purchase /
Buy
Query Form
Information + Form
Registration
Sales
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Q
Landing Page/
Microsite
(Home Page )
Destination
Query Form
Lead Generation Form
“Buying”
Brand & Insurance
Keywords
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“Selling”
Competition &
Category
Media Overview
Objective
Lead
generation
100%
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Evaluation
Leads & eCPL
Lead generation Media Mapping
Search
Networks
Intenders
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Network and Search
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• Media Plan Value : INR 7,73,750
• Clicks: 40,000 clicks* (From search)
• Leads (Fixed) : 2000* (CPL based deals), Estimated From Search : 2600
= 4600
• CPC: INR 12.84* (Fairly low for a insurance product)
• Visibility: 1 month
• Creative Cost Includes the Cost of LMS, Hosting (1 month )
* All best estimated figures
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Campaign Roll Out
1 Month
Week 0
Week 1 Week 2 Week 3
8 Months
Week 4
Paid Search & Network Marketing
Campaign
Breaking
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Campaign Closure
& Analysis
Sustenance
Paid Search
Publisher and Property wise
Rationale
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Tyroo
Publisher: Tyroo
Property: Banners
Location: RON
Recommendation Rationale:
•India’s first self serving digital ad
network
• Very effective in targeting
professionals and business owners.
•Tyroo has a good number of relevant
content driven sites used by our TG.
• Cost Per Lead Buy
Team Quasar | Kotak
Komli
Publisher: Komli
Property: Banners
Location: RON
Recommendation Rationale:
• One of India’s largest digital ad
network
• Very effective in targeting young well
networked professionals through social
networking. .
•Komli has a good number of relevant
content driven sites used by our TG.
• Has delivered good results in the past
for Sharekhan & Makemytrip.com
• Cost Per Lead Buy
Team Quasar | Kotak
Google
Publisher: Google
Property: Text ads
Location: Search page
Recommendation Rationale:
• Google is the most popular search
engine in India with over a billion
searches happening every day.
•Immense Targeting opportunity
through text ads as well as Image Ads
• Closest media vehicle to reach out
consumers closest to the closure of
“purchase cycle”
• Has always achieved great results.
Team Quasar | Kotak
Yahoo
Publisher: Yahoo
Property: Text ads
Location: Search page
Recommendation Rationale:
• Yahoo is the second best search
engine in India with quite focused
audience.
•Immense Targeting opportunity
through text ads as well as Image Ads
by the latest campaign management
system “panama”
• Features that attract audience:
Advanced search on any category
• Has always achieved great ROI.
Team Quasar | Kotak
Thank you
Team Quasar | Kotak