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Integrated campaign involving driving schools & car garages for used car market

Company Brief

Pune, October 07, 2015

The used car market in India, despite having enormous potential, remains stagnant. Ratio of pre-owned car buyers in India is at meagre 1.3: 1 compared to 3:1 globally. As per Crisil reports released in September 2012, used car market sales would hit 8 million units by 2016-17, which makes it around Rs. 1.5 trillion market.

The growth of used car market is plagued by various factors. One of the most addressable is high degree of trust deficit. Enter Indian Blue Book , with interactive user interface, the user simply needs to enter the car details and within seconds, he will get an approximate price of his car. One can also avail the “Autoinspekt” feature to get an exact price.

To increase awareness an integrated campaign was executed, which concluded on Sunday 5th October. Starting with by social media marketing, a Facebook Page was set-up – FoolProof Indian, in a span of 25 days, reached around 1200 followers and managed impressions of 4 Lac visitors across India, due to consistently engaging content, a part of which was also user generated.

This campaign was executed by Final Year Marketing Students at SIBM Pune. But then the team thought relying only on Facebook is not sustainable. It was needed to cut through the clutter of digital space and reach the customer more effectively.

This prompted the team to involve influencers. As per OARD & Business Press, 56% of individual buyers join a driving school before purchasing a car. This was a Eureka moment as none of the competitors had used this route of influencer engagement.

A contest was conducted by the name of “Gaadi ka Baadshah” in which 12 major driving schools & car garages across Pune city located at multiple geographic points competed with each other.

The ultimate winner was decided on Sunday, 4th October. Cash prizes, a letter of appreciation was bagged by Rajnil Motor Training School, becoming “Gaadi ka Baadshah” for the year 2015. The competitors vying for maximum unique visitors were tracked through Google analytics. Participants were also interviewed and video(s) was posted on our Facebook page, to amplify the reach of their message, urging prospective customers to check the car price before buying or selling.

As per one of the team member, “The contest generated more than 500 unique visitors as the driving schools promoted the concept with their existing customer base. Though this was more of a pilot, executed with twelve teams, it has emerged as a scalable model. Being win-win situation, the driving schools and car garages a chance to earn additional income while Indian Blue Book increases its reach among potential customers. After all it is about the right message to the right people at the right time.”

This campaign was executed by Aastha, Abhishek, Ashima & Karan, all second-year marketing students from SIBM Pune

For further information, please contact:

Karan Kaul

Ph. No. +91 8805 778 964

E-Mail: karan.kaul16@sibmpune.edu.in

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