The King of Good e times

1. The King of Good etimes Taking the KING Digital

2. WELCOME ON BOARD Let’s start by introducing the Captain & the crew first

4. WE ARE A CREW OF SMART DIGITAL PROFESSIONALS MESHING UPmedia & technology CREATIVELY

5. Digital Mesh Up Creatives+Technology + Media

6. A DIGITAL AGENCY 2.0

7. The Flight will take approx. 90 Mins & will enroute take you through • Knowing the crew (Quasar) • Clients • Services • Strengths • Why Quasar? • Key Trends Transforming Digital Media • The Digital Media Surround for Kingfisher Airlines • Module Wise Capabilities • Team Structure • Commercial Structure • Fresh Layouts & Digital Ideas for Force India

8. India’s largest digital media servicescompany A WPP DIGITAL COMPANY

9. (Online agency on Record) (Online agency on Record) (Online agency on Record) (Online agency on Record) (Online agency on Record) (Online agency on Record) …

10. The .com(munication) guys !

11. What can Quasar Offer? Digital communication planning Response Branding Content and applications • CRM • Direct marketing • Email marketing & deployment • Search marketing • Affiliate marketing • Online Reputation Management • Web PR / Blog Monitoring • Online planning and buying • Ad unit creation • Broadband video • Digital experiential • Mobile • Emerging media • Website design & development • Content creation, sourcing and adaptation • Information architecture • Content management • eCommerce • Application development • Games Data services and hosting

12. The Advantage

13. The DIGITAL SURROUND 360° Experience in handling Online Marketing across Category

14. Is Quasar the Right Partner ? Lowest CPC / CPM 20% Chief Mentor Top internet advertisers Mr. Mahendra Swarup • Agency on Record – AOR Efficiency Experience Scale Of entire Online Online Media being bought in India

15. Trends Transforming Digital Media

16. Hierarchy of Change 2008 - ? Created for discussion purposes and perhaps a bit of humor. Not intended to discredit Maslow’s hierarchy of needs which we believe to be accurate.

17. 1. Fragmentation of Media Consumption

18. WEB 2.0 “Everyone connected to everyone else and everything they are interested in”

19. 2. Commutainment is Gaining Ground Communication Community Entertainment 3 Key Drivers of New Age Content Creation & Consumption

20. 3. Word of Mouth in a new AVTAAR – Word of MOUSE …I Buy I trust… “My Communities & Friends are my circle of Influence”`

21. 4. Teenagers or Screenagers ? “We used to start our day by seeing newspaper The first screen a teenagers sees is the mobile screen”

22. The “ing” Audience ! The New Regime has people “Googling”, “Youtubing”,SMSing, “Orkuting”, “IM-ing”, Blog-ing while at the same time they are Sharing Songs, movies, scores & destination with each other ! They are in Control & we need to let them Share, Express & Influence

23. The Digital Surround for KINGFISHER & SUB BRANDS

24. Background • Kingfisher Airlines started in 2005 is the “Best in Class” Airlines • Deccan ( bought over by Kingfisher ) is the “Best in Value” Airlines • Kingfisher plans to launch value-carrier brand under the umbrella brand (kingfisherX) • Brand is extending itself to sports, entertainment …

25. Stacking the DIGITAL ASSETS Brand Kingfisher

26. The Destination Dilemma 2 Brands = 2 Separate Destinations ( URLs ) TO DO IT, OR NOT TO DO IT

27. Let’s Do it!

28. Understanding the two brands Kingfisherx Kingfisher The “Experience-Carrier” Chosen because of Experience & Class Ideal Customers High Flying Professionals Upmarket & Mobile • The “Value-Carrier” • Chosen because of Economy & Value • Ideal Customers • Students • Young Professionals • Young Entrepreneurs The motivators of choosing between the 2 Airlines are different 1

29. More.. 2 Brands maintain their Value Prop & Positioning 2 Higher Share of Voice on Search– 2 URLs and 2 Offering can bid / optimize for same keywords 3 It’s pretty simple : 2 Brands, 2 Websites! 4

30. Let’s NOT Do it!

31. www.spicejet.com www.ixigo.com www.yatra.com www.ezeego1.co.in www.makemytrip.com www.makemytrip.com www.travelguru.com www.zoomtra.com www.ixigo.com www.cleartrip.com www.ezeego1.co.in www.goindigo.in www.goindigo.in www.goair.in www.yatra.com www.yatra.com www.cleartrip.com www.kayak.com www.jetairways.com www.kayak.com www.jetlite.com www.travelocity.co.in Consumer is already cluttered with 100s of URL to book that flight! Why Confuse him more! www.aarzoo.com www.spicejet.com www.ixigo.com www.zoomtra.com www.cleartrip.com www.cleartrip.com www.yatra.com www.ezeego1.co.in www.yatra.com www.jetairways.com www.ezeego1.co.in www.aarzoo.com www.zoomtra.com www.jetairways.com www.goindigo.in www.goindigo.in www.kayak.com www.makemytrip.com www.jetlite.com

32. One Consumer Facing URL • Single Umbrella Branding • Drives Brand Preference over deal preference • Gives control of “Choice” to the user – Consumer 2.0 loves it! • Drives offline media efficiencies by hammering the same URL across all communications

33. The Step Brother Syndrome Brands are all about occupying mind space Consumers Marketers If we make the division from the outset, differences are bound to happen

34. Let’s NOT go too far

37. TO DO IT, OR NOT TO DO IT

38. Digital Marketing Framework

39. Flykingfisher.com PULL Web Kingfisherx Kingfisher Strategy Cross Linkage Flykingfisher.com PUSH Others Target Audience 22-40 SEC B1 SEC A SEC A1 Thinks Big Aspirational Positioning Seeks Value in everything Seeking badge value Lives in Style Aspires for style Goes for the best Goes for the Value

40. The Marketing Approach Digital Surround Partnerships

41. DISPLAY ADVERTISING MOBILE SEO DIGITAL SURROUND SOCIAL MEDIA MARKETING SEM

42. Display Advertising We know how to make it CLICK

43. Horizontals Verticals Search Network of Sites

44. Search Engine Marketing& Search Engine Optimization

46. SEM – THE API WAY Dynamic Ads

47. The Keyword Matrix Ad Ad Ad Ad Landing Page Landing Page Landing Page Landing Page

48. Search Engine Optimization

49. Current Search Scenario- India SEO Starts when website is being built

50. Social Media Marketing