OYO Life launched in October 2018 with fully furnished long stay rental solutions for

young professionals and students. OYO is one of the leading brands in the hospitality
and accommodation sector in India by offering premium quality and satisfaction.
Currently, OYO Life is operating in 9 metro cities, which has maximum penetration of
young professionals and students. The offering of rental rooms facilitates the user in
terms of minimal paper work as well as a secured staying experience. OYO provides the
rooms with single, double, triple or quadruple occupancy based on the customer
3 Thinkers requirements. It includes all the basic amenities like Wi-Fi, TV, DTH, washing machine,
refrigerator, RO, AC, housekeeping, etc.

Ayush Singla OYO majorly targets self-employed young professionals and students who are travelling
to new cities to get opportunities. Our team had researched about the behaviour and
psychological process that customer faces while searching for a rental room for their
stay. According to the responses of the google form and female interactions, we come
Siddharth Kashyap up with different conclusions. The result showed that female individuals have a very
different approach while going to choose a staying place than males. The female Revenue of major hotel
residents focus on daily needs like house keeping, cooking area, secured and societal
interactions while males are more prone to fully managed facilities, the minimal
Swarnajit Saha intervention of the owner, near to the market place, etc. Both the stake holders have
their own way of selecting and prioritizing the place where they live. We also
interpreted some important conclusions derived from the data covering in upcoming
slides.
 Market Analysis
To seek a higher paying job We have taken a survey of around 800 people. According to the survey result, the main
or advancement in their reasons people relocate themselves are to seek a higher paying job or advancement in their
Career (49.3%) career (49.3%) that include students as well, finding a job closer to family (20.5%), or transfer
within the existing organization (11.1%). Others moved because they relocated their business,
or their job moved to a new facility (7.7%). Others reported miscellaneous reasons (9.2%) and
(2.2%) moved due to their company acquisition.
These motives help us in determining why people choose to relocate, however those numbers
don't tell the whole story. To understand the bigger picture, we started looking the
demographics, starting with age.
Finding a job closer
to family (20.5%)
Transfer within the existing
organization (11.1%)

Reported miscellaneous
reasons (9.2%)

Relocated their business, or their job

moved to a new facility (7.7%)

Moved due to their company

We discover that most who moved ranged between the ages of 25 and 34 (40.2%), acquisition (2.2%)
followed by those aged 18 to 25 (28.9%), many of which include new graduates who
took their first jobs in new locations, far from hometowns and family.
Young and mid-career professionals in the 35-44 age group (16.6%) also proved to be
willing to relocate to a new place to advance in their careers. The ages 45 to 54 group
(10.2%), moved for a variety of reasons, both to chase opportunity in their career or
to move closer to their family. Lastly, the 55+ group (4.1%) moved to find jobs to
advance their careers or to further their quality of life.
 Segmentation
01

03
India constitutes of more than 315
million students. The established
institutes and coaching centers push
them towards tier 1 and tier 2 cities.
Generally, parents are the key decision
makers while choosing the place for
their children. The main focus is on
basic necessities like the number of
beds, water supply, electricity,
security, and, most importantly the
locality around the place. A student
needs an isolated and less noisy
environment with minimal distance

01
from the institution or coaching. OYO 03

could be a good facilitator in providing
such space.
02
Professionals want to move to a more
cultivated society. The employed
people with age group 25-40 living in
tier 1 and tier 2 cities consume a
major amount of income in their life
style. The people want a self managed
and secured society with very minimal
intervention of flat owner or
manager. The couple friendliness
would be an add on facility for the
customers. The nearer supermarkets
and retail shops will attract such
customers
02
Positioning
OYO Life is a venture which gives customer an exclusive experience
of living. The main value propositions are “easy, safe and quality. The
theme -“A new city; A new experience with OYO Life” will provide
core value to the customers where they will get a safe and hygienic
stay. The “No excuse with quality” will show the customer centricity
in the services offered by OYO.
Female participation in the Indian workforce
is falling at a tragic rate. Women aged 15-29
fell by eight percentage points between
2011-12 and 2017-18 to 16.4. While moving
to a new place, the first preference of a
woman is a secured and comfortable place
having all basic necessities. Both working and
non working women mainly try to find girls
PG or hostels due to confined policies. OYO
would be a better option in providing a safe
and secured staying place with premium
quality. This segment also focuses on
engaging and family societies around. The IN
and OUT time could be a concern to some
females, but when it comes to security, such
policies have to be implemented
 Students
• Local brokers and real estate agents with
lucrative deals
• The people with less aquinted with the
Awareness Strategy
technology and online platform
• Resonable price and security deposit
• Physical communication and agreement
with property owner
• Mess or food facility in the room
• 24X7 availability of care taker
Professionals
• Property agents and dealers
• Recommendation from colleagues, friends
and relatives
• Online rental platforms like magicbrics,
housing.com, quiker etc.
• Security and CCTV surveillance
• Persoal interactions and events in the
community
• Distance from supermarkets, mall and public
places
Barriers and
Digital campaigning and promotional activites on website and
app. Promotions of online media like YouTube, FB, Instagram etc.
Festival discounts and shoping brochures for the residents. The
financial benefits for owners in terms of association with OYO.
Tele marketing and direct mailing to the existing users
of OYO. In house survey in the educational area of the
city. Mall, theatre and event promotions in crowded
public places.
Special discount coupons based on the staying
history in tier1 and tier2 cities. Referal vouchers for
students.
Collaboration with firms and coachings by offering
them incentives based on the number of residents they
provide. Association of OYO in market campaigning of
institutions. Sponsoring societal events and festivals
conducted by other residents of the society
Interaction with young communities and spread their experience
of OYO through word of mouth and digital platforms.
Women
• Staying around the family of owner
reflects a sense of security
• Less reliability on online platforms
• Information about the society and
personal interaction with flatmates
• Security policies and intervention of male
staff members
• Distance from market and workplace
House Owners
• Number of bedrooms that is mention in
the OYO policy
• Fixed and variable incentives depending
on the area of the city
• Tenure of occupancy
• Commercialize enitity in the building
could disturb some residentials of the
society
• Mismatch in the discriminate idology of
caste, religion, veg, non-veg etc.
 Some suggestions
There is a big chunk of
family people, who time
to time get relocated due
to their jobs. Then, they
struggle a lot for a rental
residence. Also as India is
moving towards the
practice of nuclear family,
lots of the time people
prefer staying away from
their join family. To tap
this market, OYO can
venture into the rental Along with the regular services
business of furnished and of OYO life. OYO can provide
semi furnished flats and options for taking regular meal Apart from attracting customers, to expand, OYO should
OYO rooms have houses services. For which, OYO can also focus on connecting with more building owners. To
approximately 8000 collaborate with local suppliers convince them for selecting OYO above other options,
employees in South or assign a cook, who will cook OYO can use its reputation in market and professionalism
Asia, of which majority for them as well as act as a care like proper legal documentations and complete white
are in India with taker. Also OYO can share money etc. OYO can also provide better return compare
presence in more than generic informations of people to local brokers along with properly informing them all the
200 cities. OYO can already staying in that property responsibilities will be taken care by OYO and different
utilize them to generate like (gender, profession, home rent schemes that owners can choose from. Also, OYO can
lead (an option) and state etc.). These things will help start a campaign, a promise- where OYO promise the
also to gather local OYO to stand apart from its owner that whenever they will leave the property, they
informations about competitors and also help will make sure that owner get it back as good as when it
empty buildings. costomers in their decision. was rented or better.