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MARKETING

STRATEGY

Define target market and market


problems to solve
Define positioning
Define products, channel, pricing
& promotion

Introduction
S.N. Parameters
1

Name

Berzirk Technology

Business model

Revenue Model

Service Provided

Store format:

9
10
11

Technology
Operational in
Financial
evaluation

AI Based Learning Engine which can operate


mobile phone
Non-Beacon based Indoor positioning system
Runs on a pay-for-performance model. Charges a
commission in whatever sales they make.
Personalized Indoor targeted ads and services
through mobile Phone
Enable Retail stores(Brick and mortar types) to
provide enhanced customer shopping experience
and thus provide them a level playing field when
compared to online retailers.
Hyper market, super markets/ or any large format stores
Website, Mobile Application, Analytics, Servers etc.
Tier 1 and Tier 2 cities
500 crore

Advantages - Stakeholders

Increasing
the number
of inputs to
the local
store

Helping
customers
navigate in
the store

Personaliza
tion of the
advertising
messages

Strengthening modern
brand image

Speeding
up the
process of
receiving
the order
from store
(system
check-in)

Personalization of the
advertising messages

Up-selling
(suggesting
complemen
tary
products)

Creating a
heatmap of
the shop
(the most
popular
places)

Facilitating the purchase


process

-Offers and
Discounts
-Reliability and
Convenience

Customers
Customers

Increase market
share
mobile/online
transactions

Payment
Payment
Gateways
Gateways

-New to Indian
Market and
Huge market
space available
-By 2018, the
Indian retail
sector is likely
to grow at a
CAGR of 13 per
cent to reach
US$ 950 billion

Berzirk
Berzirk

-Can easily
learn a lot
about their
clients
-No. of visitors focus
departments
-Increase in
Impulse buying

Shop
Shop Owners
Owners

Mall
Mall Operators
Operators

-Privacy and
data protection
are taken care
of Restricted
Areas
-Measure and
analyze visitor
flows easily
-Big data of
customer crowd
pulling Floor
wise

Collecting
information
about
consumer
behavior

Improving the user


experience

Speeding
up the
purchasing
process with the
integration
of the
payment
system

Go-to-Market Work Stream


2016
Aug

Tech Preview

Milestones

Go-toMarket
Milestones

Activities

MSD &
G2M Plan
Complete

Sept

Oct

2017

Nov

Pilot testing Pilot testing


Tier 1 cities Tier 2 cities

Core
Customer
Tools
Complete

Marketing Preparation
Messaging
Marketing and launch plan
PR/AR Plan
Content development
Sales and customer tools
Website

Pilot Program
Internal training
Customer references
Feedback loop

Dec

Jan

Feb

Public
Launch

All
Launch
Deliverables
Complete

Launch
Live launch event
Social media
Press Release
AR/PR/IA Briefings

Mar

Apr

May

Pricing model

Entry Barriers

Challenges and Risks

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