MYDALA Business Strategy

Presented By:

Samuel David Mandal Satyabrata Sahu Pateek Katiyar AMITY BUSINESS SCHOOL

Vision Statement
Mydala shall provide the best deals to the masses through the cheapest means (aka INTERNET!!!) at the cost of click & smile.

Goal
Gradual expansion into Tier 1,2,3 and 4 cities in a phased manner by launching brand mydala in 25 cities per quarter.

The Target
Targeting Gen Z - the growing internet users in Tier 1,2,3 and 4 cities. Engaging on ground promotions making the largest segment of internet users aware of brand mydala and inviting them to share their experiences on social media. Impacting word-of-mouth publicity leading to wider adoption of mydala. Using an integration of facebook, twitter and YouTube to make brand mydala more engaging and increasing unique user base.

Target 5 top colleges each in 25 cities

Medium Graffiti on ground in-front of colleges where college students are invited to support the SAVE campaign by giving hand impressions on a white banner.
2,50,000 wrist bands to be distributed to everyone lending their support.

Detail of Campaign Save Trees Green wrist band & Green hand impression Save Water - Blue wrist band & Blue hand impression Save Fuel - Yellow wrist band & Yellow hand impression Save Electricity - Red wrist band & Red hand impression

THE SAVE CAMPAIGN

Invitation to spread the message to the world by logging online on social media

 Target audience is invited to share their respective campaign on their wall, flaunting their wrist bands earned on their facebook wall and profile picture and as twitter badge on display picture. Facebook app will redirect users to play an interactive game on YouTube based on the save campaign where users are engaged in a dichotomous situation in each stage. The game result will make the campaign viral. Users inviting others to play the same game.

Moving ahead from

Users are invited to watch reality shows and soaps, to answer a question based on the show at mydala.com, which in return makes them win special deals including celebrity makeovers and meet-ups. Special combo offers for gigs in town. (Concert tickets + Music CDs or Concert tickets + F&B coupons)

Brand Associations
Javed Habib Expresso saloons in Tier 2,3 and 4 cities. (affordable hair care solutions at Rs 99 price point to make huge impact) Caf Coffee Day ( a popular brand among urban youth) Amul India ( has tremendous expansion plans into Tier 2,3 and 4 cities in the coming year)

Campaign Cost
BTL Campaign Graffiti & Hand impression Rubber Wrist Bands 5 colleges each in 25 cities at Rs 2,000 each 2,50,000 @ Rs 2 Rs 2,50,000 Rs 5,00,000

Miss expenses
ATL Campaign Facebook & Twitter app development Interactive video film Facebook ads & Google ads Total

Rs 1,50,000
Rs 2,00,000 Rs 1,00,000 Rs 4,00,000 Rs 16,00,000

Savings

Rs 4,00,000

From where to where

From an relative unknown brand mydala increases its awareness among the most frequent internet users overnight in Tier 1,2,3 and 4 cities. The Save campaign is much more than a mere campaign with CSR message which will garner huge PR in press & media. The interactive digital campaign will keep the users engaged and the creativity will make it viral on social media.