Aryaka ONE

Aryaka Marketing Challenge

Harsh Bhardwaj
26nd Dec, 2014

Marketing Activities - Pre Launch

Assessing the Target Market Pool

Aryaka ONEs offering are desirable for both SMEs & Large
enterprises due to increasing IT dependency in operations to
ensure high productivity & gain competitive edge over others
Value Proposition: Arakya ONE provides 24X7 SLA support,
high application performance, is less expensive, easy to
install- no Hardware, and allows accessing the services
anywhere anytime through portal
It is necessary to determine the who influences and decides
the purchase, and what their key pain points are
Initial focus should be large enterprises as Beta testing can be
done for small part of the enterprise and later it can be used
as testimonials for targeting SMEs- Building Proficiencies

Establishing effective communication modes

Deciding on the mode of communication's to be used for
marketing the product to the customers.
What to communicate the benefit of the product
To whom to communicate- key stake holders of companies
How to Communicate: webEx, E-mail Campaigning, developing
PR relations, White Papers etc
Develop Future
Deciding on the frequency of communications across different
Leadership
channels

Create the necessary Critical Partnerships

Partnerships are essentially market making relationships- to ensure

success of the product launch by reaching new customers and locking
deals by:
1. Gaining secure key go-to-market sales and marketing partners
2. Resellers: Sell and Support Aryakas solution in the global market
3. Referrals: Provide market credibility and validation resulting in
acquiring new customers
4. Infrastructure Partners: Tie up with companies with use their own
infrastructures and utilize Aryakas Patented technology to provide
a compelling solution to the customers
Properly analysing the strategic alignment of each possible partner
with respect to Aryakas Strategic goals

Getting your website spot on

Easy to understand
Showcase the effectiveness of the product through videos, blog links
and product description
Provide navigation help through prompt messaging services
Showcase efficacy of the firm through past customers, awards
achieved
ADI ADD POINTS

Marketing Activities The Launch

White Papers

Regularly publishing White Papers to explain the Problem, its

impact and how Aryakas solution can help solve the customers
need
It would help in the following way:
I.
Generate Leads : Educate customers, earn their trust and
convince them about the offerings efficacies.
II. Newsletter signup: Allows direct interaction with the customers
to inform them about the latest updates, offers, enhanced
features etc. Effective means of content marketing
III. Increase engagement of potential target community on social
media platforms-High Traffic & generate further new leads
IV. Helps develop the Brand image of the firm in terms of

Expo/Summit/Web-seminars

To showcase the products effectiveness in solving the customers

concerns
Develop relations with industry stalwarts and key stake holders of
potential target companies
Web-seminars to ensure higher participation, increased interaction
and accessing the solution in real time
Important to choose the right day of the week, the right time,
developing an informative landing page to inform the participants
about the seminars goal
Marketing the Seminar and the speakersDevelop
using Future
Social Media
Platforms, E-mal campaigning, Blogs, Paid Media
Campaigns
Leadership

Developing PR Relations
Developing effective PR relations to accomplish:
1. Creating positive awareness and education about the productIncreases Trial Rate/Purchase tendency
2. Establish Products credibility in front of Target audience- effective
press and analyst support to ensure product is in customers
consideration set
3. Develop anticipation in the market about Aryakas Technological
capabilities and translate it into revenue post launch
4. Speed of the PR campaigns should be aligned with the momentum
and the traction the firm is gaining in the market place
5. Press release of prominent contract to enhance Brand Image of firm

Digital Marketing/ E-mail Campaigning

All these marketing activities would be coupled

with Client visits and meetings ADI REPHRASE

Marketing Activities Post Launch

SLA Support
24/7 support and SLAs to ensure consistent performance for the
customer
Low Downtime, higher productivity for the client due to proper
support would ensure long term engagements

Feedbacks and Comments

Publish result of surveys conducted on existing customers- Help
further build the credibility of the Firm
Testimonials from past customers to showcase the domain efficacy
of Aryaka
Analysis of problem faced by the customer to further fine tune the
offerings

Client Engagement Activities

Hosting client retreat sessions to explore possibilities for strategic
tie ups, long term contracts
Leveraging the success of Aryaka ONE with the client to explore the
possibility to sell other Aryaka Products to the client

Measuring effectiveness and ROI

Cost Savings for the client because of infrastructure
changes after implementation:
I.
Capital cost
II. Setup cost
III. Maintenance cost
IV. Manpower cost
V. Depreciation cost
Reduction in Network Downtime
Productivity improvement with better connectivity
for the client resulting in increased Revenue
realization
Number of repeat orders received from existing
customers
Number of referrals from the client

Develop Future
Leadership
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