E-commerce insights

Sizing: At different levels between 5 to 38mn

DBM Loyalty
Comparison site
visitors
Transactions

Online E-tailing
Audience
Online
Transacting
Audience

60
k
5.3m
n
144m
n
38m
n
66m
n

Online Shoppers
DBM

72m
n

Online Shopping +
Travel DBM

95m
n

Overall
Digital

Convenience Seekers

Deal Seekers
Equal gender split
Metros & Tier 1 users
Younger TG more skewed towards 15-34
Media habit skewed to TV, internet,
newspapers and radio

Novices

Equal gender split

Mero & Tier1 users
25+ age group
Media habit skewed to magazines, TV and
cinema

e-com market
AA, 15+, metro and
tier 1

Equal gender split

Tier 2 users
35+ age group
Media habit skewed to TV, magazines
and cinema

Evolved Users

Male skewed (82%)

Metro users
25-44 age group
Media habit skewed to TV, Print and
internet

Online shoppers: TV leads reach, closely followed by internet

Media Reach (%)
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

91%

90%
844

82%

81%
73%

68%
56%

27%

121

111

Satellite - L1W

7%

Newspapers - AIR

204
14%

15% 174

Magazines - AIR

Radio - L1W

Base Audience

11%

10%

Internet - L1W

Online shoppers

20%
194

Cinema - L1M

111

Outdoor - L1W

Index

Time Spent (minutes)

NP Radio TV
NP Weekda Weekda Radio Radio - Weekda
Sunday
y
y
Sat
Sun
y
TV Sat

Base
Audience
Online
shoppers
IndexTGI 2014
Source:

900
800
700
600
500
400
300
200
100
0

Cinema
TV
Sun

Interne
Magazine Interne
tShows
s - Per
tWeekda
per
week
Sunday
y
year

38

43

99

97

109

153

149

175

361

143

180

9.6

37
97

40
93

90
92

91
95

111
102

154
100

154
103

183
105

325
90

127
89

173
96

10.4
108

Generate Awareness Focus on high reach/affinity genre mix

News, Hindi movies, cricket resonate with this segment
Reach

Affinity

70%
60%

120
60%
100

99

100

97

100

103

101

98

101

101
90

50%
40%

98

101
97
90

88

89

89

93

91
85

84

39%

100

94

93
88

88

91

90
86

86

80

37%
60

31%
30%

25%
21% 21%

20%

20%

40

18%
14%

10%
0%

16%

13% 12% 13% 12%

11% 11% 11% 12% 10%

8%

9%

9%

9%

8%

8%

8%

8%

7%

7%

20

Summary

Audience size between 5 to 38 mn

Target audience exists across All adults, 15 years+, in metros down to tier 2 towns
TV leads reach, internet is close second
Comment on Genre affinity

Understanding the e-com

scenario
Direct My Smart Price, Junglee, Payback etc.
Lateral Coupon duniya, Couponraja etc.
Platform Apps like Makkhi Choose, Buyhatke etc.

Lead by Investors : Exceptional growth in the 2014

6500

9802

6049

(Spends in Mio)

1512

139

133

5200
1878
2158

3900

213
8
1320

2600

1300

1910

974

737

980

1864
22
2406

68
241
0
190
294

6
59
91

1340

352

171
123
172
318

2012

2013

2014

Shop Clues

Paytm.com

Myntra.com

Flipkart.com

All Media: TV+ Print+ Radio

Source: MAP

1082

431

Yepme.com

Snapdeal.com

2014 (Till Jul)

Jabong.com

Amazon.in

2015 (Till Jul)

Ebay.in

Category focused on festival season; media driving UVs

Spends in
Mn
6000
5600
5200
4800
4400
4000
3600
3200
2800
2400
2000
1600
1200
800
400
217
9
108
0
Jul'14

Spends in
Mn
120000

95553
87224
80670

90413

90544
84419

2823
1658

53824 52140

56157 54607
51329

53578
52875

2512

1604

100000

127

80000

971

1092

172

231

60000

108

40000

91
116
369
17

245
10
200

Aug'14

297
20
485

1181

Sep'14

Oct'14

126
26
259

Nov'14

285
24

366
23
494

Dec'14

Print

All Media: TV+ Print+ Radio

Source: MAP & Comscore

2834

2776

20000

1913

1658

887

Jan'15

Radio

Feb'15

TV

Category presence round the year . However spikes during festive

TV, primarily used as outreach medium.

2764

2504

Mar'15

UV's ('000s)

Apr'15

May'15

Jun'15

Jul'15

Preference for impact positions on print

2000

Page positions
2150

1600

651
1200
800

336

400

574

113
Back Cover

1188

1072

Back Page

Front Page

Skybus

Partial Gatefold

Jacket

Ins Back Cover

Inside Cover Flap

Front Cover Flap

Snapde Amazon. Myntr

al
in
a
Advertisers Flipkart
Insertions
Full Page(np)
Half Page
(Horizontal)
Horizontal
Strip
Others

Inside Page

Jabong

2101

1817

1578

580

49

68%

12%

34%

96%

10%

4%

9%

3%

29%

3%
25%

11%
68%

0%
63%

2%
1%

0%
61%

Use of impact position on TV as well

Short Promo
Genre usage
(%)
Genre
GEC
Hin Movies
Bangla
Bollywood
Eng Ent
Eng Movies
Eng News
Hin News
Info
Lifestyle
Music
Other Hin Ent
Sports
Telugu
Marathi
Kannada
Tamil
Grand Total

GRPs

Edit
Duration
Brand
SNAPDEAL.C
OM
AMAZON.IN
FLIPKART.CO
M
MYNTRA.COM
Grand Total

>=10
Sec

>=10
Sec

5 Sec

Themati
c

Large
Promo

Short
Promo

Grand
Total

44%
60%

36%
2%

19%
38%

13052
6534

65%
62%
54%

34%
32%
27%

1%
6%
19%

5085
3625
28297

11

SNAPDEAL.COM
58%
18%
1%
1%
1%
3%
0%
1%
6%
2%
5%
0%
0%
1%
1%
1%
1%
100%

AMAZON.IN
81%
8%
0%
0%
1%
3%
1%
4%
0%
0%
1%
0%
0%
0%
0%
0%
0%
100%

Media activity drives traffic, but does not sustain growth

Snapdeal

Flipkart
1000

24000

800

20000

2500

2000

16000

600

12000
400

8000

200

1200

20000

1000

16000

800

12000

600

8000

400

4000

200

5200

1000

2600

500

Jan'14 Feb'14 Mar'14 Apr'14 May'14 June'14 July'14 Aug'14 Sept'14 Oct'14 Nov'14 Dec'14

UV

6500

3900

GRP

Amazon.in

1500

4000

24000

GRP

12

UV

1300

Jan'14 Feb'14 Mar'14 Apr'14 May'14 June'14 July'14 Aug'14 Sept'14 Oct'14 Nov'14 Dec'14

GRP

UV

High activity month shows upsurge in mobile app

download

Similar trend in Google search volumes for brand keywords

New Trends in Ecommerce

Collaborative
Economy
Partnership
based
couponing

Spike Sales
Registering a
product prior to
launch limiting
quantity

Exclusivity

Image Search

Tie ups with OEM

to gain exclusive
access to
products

Enable image
scanning to
search image
products
Cashbacks
Increasing Wallet
Adoptions and
bypassing
financial hurdles
and discouraging
COD

Key e-commerce players summary

Led by investors: Exceptional Growth in 2014
Category spends specially focused on festival periods
Use of impact position on TV/ print: mostly full page, half page and
strip ad used
Media Activity drives traffic, but does not sustain growth
High activity month shows upsurge in mobile app downloads

Benchmarking the key competition of recent campaign (JanDec2014)

TV
Spends in Cr

22

15

13

10

NGRP 10 Sec

4943

2597

3191

3318

1180

Launch GRP

1810

1216

995

803

630

Sustenance
GRP

525

483

683

ACD

21

21

22

22

19

No of Creative

13

14

Launch WK/
WKGRP

7/250

12/105

9/126

8/148

6/108

PT % GRP

76 %

76%

87%

76%

78%

Celebrity
Endorsment

Ranbir &
Kangana

Gaurav Kapoor

Genre Choice

Hin GEC,
News, Mov,
Eng Mov, Hin
Music,
Infotainment

Hin GEC,
News, Mov,
Eng Mov, Hin
Music,
Infotainment

Hindi GEC,
Movies, Music
Sports,
Infotain, Eng
Mov Eng
Niche

Hindi GEC,
Movies, Music
Sports,
Infotain, Eng
Mov Eng
Niche

Shreyas
Talpade
Hin GEC,
Hindi Movies,
News
Infotainment,
Regional GEC
& News

Source: TAM

Benchmarking the key competition of recent campaign (JanDec2014)

Print Media

Spends in Cr

0.18

3.96

1.77

2.63

Weeks of
Activity

Avg. size of the

ad
(in Sqcm)

240

485

512

162

Key Page
position

Back Page (62%)

Front Page (75%)

Inside Page
(90%)

Front Page
(99.5%)

Language

Hindi

English

English

English

Times Of India
Hindustan Times

Times Of India

Hindustan Times
Amar Ujala
Dainik Bhasker

None

Discount Promotion
(10% spends),
Add-on Promotions
(53% Spends)

None

Key
Publications
Promotions

Dainik Navajyoti
Hindi Milap
Daily Thanthi
Discount
Promotions (5%
spends)

Comparison apps Platform Competitors

Name
My smart price
Makkhi Choos
91 Mobiles
Buyhatke

Rank
61 (free)
9 (new free)
39 (Free)
91 (free)

E-commerce advertisers summary

Launch GRPs: 800 1200 (6-12 weeks) @ 125 GRPs / week
Sustenance GRPs: 500-600 (5-6 weeks) @ 100 GRPs / week

ACD : 20 Sec

Primetime GRPs: 75%

Celebrity endorsement for higher recall

Genre mix: National mix GEC, Movies, Infotainment, Music, Niche, News
Mix of large and medium size ads preferred on premium positions in English
dailies
Activity scaled up during various offer periods

Learning from network

E-Commerce

Summary of learning from network

Mobile apps download
is significantly driven by
TV advertising

TV is the big driver of

site traffic

Among offline channels

National TV and OOH
are the most efficient
channels
ROI WEB DUL (DEC13 AUG14)
Per Million INR
4/13/16

29.32

4/13/16

726.37

4/13/16

70.77

4/13/16

XX%
XX%

XX%
XX%

4/13/16

XX%
XX%

4/13/16

4/1
3/1
6

4/13
/16

4/13/16

MOBILE
APPS

4/
13
/1
6

4/13/
4/13/
16
16

32.05

4/13/16

XX%
XX%
4/13
/16

56.15

4/13/16

XX%
XX%

TV
IPL
4/13/16
4/13/16
4/13/16
4/13/16
4/13/16
4/13/16
4/13/16

4/13/16
4/13/16

Transit, BQS and

Ambient are the most
effective OOH channels

Learnings App Install Campaigns

Must Do
Front load media spends
Native ad formats works very well
App Engagement ads to improve usage
Organic optimization on play store to rank
Collect reviews from customers
Healthy ratio of incent and non incent
downloads
Use Apps flyer /SDK to understand
attribution
Must
Avoid
Excess push notifications
Size of app ideal size < 6MB
Short names for app Faasos order online
Limited size of creatives use all to
maximize inventory utilization
Discontinue spends

Hotstar

Wynk

ICICI

Strategy

Strategic Framework

Experienc
e Design

Leveragin
g Media

Engineere
d
Messagin
g
Data
Architectu
re

Strategic Framework

Experienc
e Design

Leveraging
Media

Engineered
Messaging

Data
Architecture

One View

Enhance consumer experience by

delighting them

Constant optimization is required with A/B

Testing

Since reviews drive purchase, consider

consolidating them, giving it a one shop
experience

Test Development & Consulting

Conversion Consulting
& Strategy
Development

Creative & Production

Services

On-site or Landing
Page Testing &
Personalization

Enterprise
Test Consulting

Strategy, design and

analysis for clients
who use an in-house
enterprise system.

Identify and provide

recommendations for
ongoing improvement
towards business
goals & objectives.

Design &
development of
content or other
pieces of performance
content. (e.g. Landing
Pages, infographics,
etc.)

Fully managed testing

including strategy,
design and
development.

Discover & Diagnose

Create

Optimize

One Click Buy

Innovations like One Click buy for users
since signup is mandatory

Features leading to quick basket

quick purchase decisions will
improvise the consider to buy
process
Reduce drop outs and improve purchase
Shower consumers with impulse deals

Strategic Framework

Experience
Design

Leveraging
Media

Engineere
d
Messagin
g
Data
Architecture

The Big Idea

As human beings, we have a strong inner drive, a want for more. This makes us
obsessed with finding the best, especially when were spending money on
something. Once we are convinced we did get the best, we believe we got the
most out of the situation. For the shopper who wants the best deal wherever they
go, Nectar will serve to sweeten every deal, making even the best deal, a little
better.
Nectar is the platform devoted to this big idea:

#BetteringTheBest

How It Works

We will have a defined pre-launch, launch & sustenance plan.

How It Works

Pre-launch: Digital video content, social media & banners

Pre-Launch

Create buzz on social media, by introducing a set of humorous clips.

The theme in all of these will be the ending: Making something that is already great, even
better.
Example 1: A more emotional angle. A couple is getting ready for a family dress and the
wife asks the husband how she looks; theyre about to go meet the grooms family. The
husband wiggles out of it by saying she looks perfect, but he can make her look better.
The wife looks apprehensive, as the husband gets up. He walks over and puts a bindi on
her forehead. The end voiceover will say Even the best can get better and sign off with
Coming Soon.
Example 2: A humorous angle. A ghazal singer finishes a stellar performance in a packed
hall. The audience is excitedly cheering and saying Wah wah, except one guy. He gets
the singers attention and says, Gaana achha gaa lete ho, kuchh dancing shancing karte
ho? The singer is dumbfounded, but he does a great little breakdance. The audience
goes wild. The end voiceover will say Even the best can get better and sign off with
Coming Soon.

Launch
Launch: Brand video, social media
A set of creatives, emailers, banners, takeover ads with the unifying theme of
Bettering The Best.
On social media, we will ask people to share their own stories of those moments
in life that make a perfect moment, even better.
- We will accompany this launch with the following creatives: CREATIVES TO FOLLOW ON THE NEXT PAGE!

Launch

Launch Video:

Sustenance
Seasonal campaigns, festivals and
tactical promotions.
For example, when a new iPhone
launches, well have an offer that
reads Get 2500 points for buying
your new iPhone from Nectar!

Strategic Framework

Experience
Design

Leveragi
ng
Media

Engineered
Messaging

Data
Architecture

Brand EXPERIENCE loops

buy

unaware

aware

NON-BUYERS

consid
er

BUYERS

enjoy

Brand EXPERIENCE Loops

buy

unaware

aware

NON-BUYERS

consid
er

BUYERS

enjoy

Nascent Category: Nectar needs to enter the CX loop

CONSUMER SEGMENTS

Sign up on site
and
transactions

THE CX LOOP
heard of the brand,
did not buy the brand
(in the last [x] period)
and would not consider
buying it in the next [y]
period
In category,
never heard of
the brand

mutually exclusive groups

buy

acquisition of
unaware

Create
Awareness of
Nectar.in and
its benefits

aware

bought the brand in

the last [z] period

retention of

NON-BUYERS

consider

would consider
buying the brand
in the next [y]
period

Best offer and

best points
Deal pe deal

BUYERS

enjoy

bought the brand in the last

[x] period, did not buy the
brand (in the last [z] period),
would not consider buying it
in the next [y] period

Savings
leading to
more
transactions

Engagement Strategy

AWARENESS

TV

Sign up

Print

Mobile
advertising

Digital

Web advertising

Bringing it Alive
Awareness and Signups

Display Media

Awareness

Targeted communication
via programmatic media

WHAT WE WILL DO

Activation

ROLE OF MEDIUM

Branding & Native

Remarketing

WHAT IT COULD LOOK LIKE

Push Promotions
TG Based content integrations
Recommended articles

Dynamic Remarketing
Bucketing consumers
based on segments to
upsell, cross sell

Programmatic
Buying third party cookies and
showing ads to relevant
audiences
Create look alike audiences to
increase reach
Customize communication based
on audience buys
Improve communication

Native ads and Flash Sales

Using recommended content
an native ads to drive
conversion
Explanation of the concept for
avid readers

Creating flash sales to drive

immediate action
Get 5000 bonus nectar points
for 5 minutes, if you shop at 3
pm, with a timer running

Driving conversion
efficiencies at non traffic
hours

Branding

M1

M2

M3

M4

M5

M6

M7

M8

M9

M10

M11

M12

Branding
Concept
Videos
Product
launches
Proggrama
tic

YouTube

Brand
SOV
Impact

Concept
Video
Explanati
on
Advantag
es

Product
Launch
Boost
Search

Programma
tic
1st and 3rd
Party
Loyalty
and LTV

Video
Contextu
al
Glanceabl
e

Mobile

Awareness

Drive awareness & brand

credibility

WHAT WE WILL DO

Activation

ROLE OF MEDIUM

Generating Awareness of
products

Drive app downloads

WHAT IT COULD LOOK LIKE

Own Mobile a day Impact

Property by Google

Driving app downloads for

easier conversion
Remarketing
ASO

Mobile Takeover
High Reach Property Own
Mobile a day
Effective for branding garnering
signups
Good Mix across genres to
maximize reach
Leverage affiliate marketing to
drive downloads

Search

Help dominate Share of

Voice and Facilitate
conversions

WHAT WE WILL DO

Conversion Dominate

ROLE OF MEDIUM

WHAT IT COULD LOOK LIKE

Dominate Position & SOV

Always-on - first position on key

category keywords , Brand and
product keywords
Using sitelinks & form based
extension to drive the user
experience

Mobile ready videos to

drive activation

Focus on converting keywords

Machine + Man bid management
of the Portfolio
API integration to do dynamic
search ads

Coupondunia garners highest traffic from search, driven by coupon searches for top sites

Search Structure
Form Based Extensions
PLAs After two weeks
Leverage on Equity and brand
volumes of
Ecommerce Players
OEMs
Review Sites

Product listing ads

Brand
Nectar

Generic
Mobiles
Comparis
on
Electronic
s
Loyalty
points

Competitio
n
Ecom
Players
OEMS
Review
Sites
Offline
retail

Offline
Croma
Vijay
Sales

Search Visualization

Dominate Search Real Estate

Right meta descriptors will drive

better CTRs hence drive more
traction on the organic listing

Review & rating enhances the

chances of interactions

One Search

High
Volum
e Low
CPL

High
Volum
e High
CPL

Low
Volum
e Low
CPL

Low
Volum
e High
CPL

Plotting all performing

keywods on a graph

Comparing returns for

each keyword

Prioritizing keywords to
drive Efficiencies

Leverage Organic - SEO

Social

Awareness

Brand communication
customized to audience
segments

WHAT WE WILL DO

Activation

ROLE OF MEDIUM

Precise Targeting

LTV

WHAT IT COULD LOOK LIKE

News Feed ads

FB Custom Audience,
Custom messages

Custom Audiences push

redemption on repeats
Re- engagement
PMD to be used to drive LTV

Social Visualization

Multi Product Desktop Ads

Video Ads with Call to Action

Mobile Carousel Ads

with Call to Action

Strategic Framework

Experience
Design

Leveraging
Media

Engineered
Messaging

Data
Architectu
re

Technology Stack

Digital Maturity Plan

Attribution

Offline Media

Genre and Channel Selection Process; there by concrete plan

buildup
1)

Bucket of Genres

2)

Stream of Channels

Genre Share in TG
compared to
Universe

Within Reach Genre

Channel Selection
basis Performance /
Share / TVR

3)

Incremental Value Creation

Within Reach Channels

CPRP Performance by
Programme

Role of Genre
Identified Reach
Builder, Frequency
Boosters

Incremental Reach through 2nd and

3rd line channels

Optimisation Grid for plan build up

On Niche Channels
Channel Skew on TG
and ER

Channel 1 better than 2 / 2 better than 3 / 3

better than 4

Reach and Frequency Pyramid

Frequency Booste
Preferred Group
Dominance is
preferred

Regional High Reach, Frequency Builder

Udaya, Sun TV, Zee Marathi, Gemini

Hindi Music Frequency Booster

Focused Group

Mix

CPRP efficiency is
the key

Hindi News Frequency Builder

Aaj Tak, ABP News, India TV, News Nation

Hindi Movie Reach Builder

Cluttered Group

Max, Z Cinema, Star Gold, UTV Movies, UTV Action

Line up on top
performing
channels

Hindi GEC High Reach

Star Plus, Sony, Life Ok, SAB,

Reach Builder

Genre planning
S hare

30

Hi
Rea
ch

25

20

113

15
23.94
10

Hi
Re
ac
h
95
Lo
w
Af
nit
y

Affinity

Hi Reach Hi Afnity

180

Low Reach High Afnity

160

156
147

123
120

119

100

122

135

138

140
120
100

89
80
60
40

9.86

Hin GEC

Mass Genre :
Affinity Genre :

Hin Movie

5.58
Hin News

4.91
Youth/Mus ic

20

4.34

3.66

Kids

S ports

2.36

2.32

1.28

Cable

Lifes tyle/Info

Eng Movie

0.39
Eng Ent.

0.27
Religious

0.25
Eng News

GEC1 have high share , but Hindi Movies scores high both reach & Affinity; Music,
Sports & News follow
Eng. Movies, English Entertainment, Infotainment & Lifestyle scores high on affinity
Planning TG:AA15-34 AB
(8 Metros)
Base TG: 15+

Role Each TV Genre play

Eng
infotainment
&
Niche

Image Builder & Focused

Reach generator

Image Channels
(English Movies)

SECAB Direct Target

Focussed Reach Channels

(News)
Frequency Channels
(Music)

Male Focus Rch Generator

OTS Generator

Mass Channels
(Hindi Movies)
Mass Channels
(Hindi/Regional General Entertainment/Sports)

Cost effective
Reach Builder
Rch Generator

Preferred programme Genre

News, Hindi & English Movies
& Infotainment scores high on
preferred genres for both
contribution & affinity

GEC scores very high on

contribution with high entry
cost. However GEC is the need
to achieve the set objective to
drive awareness

Music, Sports & Youth high

affinity building frequency

Frequency estimator

Setting Media Weights & GRP Phasing for launch campaign

Nectar
WOA
4 Weeks
Total Spots
4000+
ACD
25
GRPs
600
PT:NPT
(Spots)
70:30 (%)
Reach @ 1
+
75
Reach @ 3
+
55
Reach @ 5
+
45

Example: Frequency Distribution: AA; 15-34; SEC A; C&S

Reach Curve
100
90
80
70
60
50
40
30
20
10
0

Reach 1+

Reach 3+

Reach 5+

Print jacket for launch

Impact Ads in leading dailies like TOI & HT to create quick awareness
and build imagery
Activity in top metros

Calendar
Launch with impact
Print Jacket to
announce launch
India Aus one day
and T20 to build
immediate reach
TV burst of at least
600 AV GRPs

M1

M2

Focus activity in end

October before
Diwali Purchase
begin
Concentrated short
burst with high
intensity media
spends 400 AV
GRPs in 9 days
covering 2
weekends

Sustenance activity
post IPL
Concentrated short
burst with high
intensity media
spends 400 AV
GRPs in 9 days
covering 2
weekends

M3

M4

Launch new product

in March to avoid
IPL clutter
Concentrated short
burst with high
intensity media
spends 400 AV
GRPs in 9 days
covering 2
weekends

M5

M6

M7

M8

M9

August will witness

high intensity
activity by Flipkart,
Snapdeal etc.
around
independence day
Focus activity just
before clutter
begins. (400 AV
GRPs in 9 days)

M10

M11

M12

Concentrated short
burst with high
intensity media
spends 400 AV
GRPs in 9 days
covering 2
weekends

Source: TGI
TG: AA 20-44 yrs SEC AB