OckyPocky

(India’s 1st Interactive English Learning Application)

English! A language barrier

A language is a medium of communication, sharing feelings & emotions. Most people prefer to speak
their local language to reduce the communication gap & to build a strong relationship​. ​But when we are
in a hotel, club, restaurants, malls, gym, salon, cinema, hospital, school, college, office, airports or any
other public space we try to speak in english. This change in behaviour explains the importance of
knowing an International language i.e. English.
Earlier english became the status symbol in our country and if one knows how to read, write & speak
then he/she was treated superior to others. But nowadays english is no longer a status symbol, people
have started adapting & learning this language to communicate, understand the message/feelings. In
the current scenario, schools & colleges are also focusing on other languages such as french, german,
spanish, japanese, but english is & will remain the International language to communicate with the
world. Hence it's of utmost importance to learn & adapt english for better communication &
understanding.

Best Methods
Because english learning is a part of the curriculum/syllabus thus teaching begins from preschool only.
teachers, parents & classmates become a great force to influence a child to learn new things. But this
doesn't ensure that every child will learn everything. A study says that schools are the best place to learn
basics but when it comes to speaking, 90% of students hesitate to speak english. And out of 90% more
than 50% students don't understand the basics of english. Due to worldwide acceptance, ​English is
spoken as a first language by approximately 220,000 people in India, but about 125 million people claim
to speak English as a second language. ​Therefore private tuitions & online classes are increasing day by
day to teach the basics & advanced learning with some creative tools.

GO TO MARKET STRATEGY​: To scale up and grow effectively your business online & offline.

Market Analysis​:
*​Customer needs:​ To understand, learn & communicate in the world’s first & India’s second spoken
language. To reduce the unwanted communication gap between people who speak english & who don't.
So to provide a 100% learning & one to one teaching OckyPocky has made it little easier to teach english
in this covid time from home via Application with additional benefits like creative learning, doodling &
contests.

*​Company Capabilities​: Produced an innovative product which gives an edge over other competitors.
Used advanced technology for providing 100% learning & unique experience to children upto 12th
grade..
*​Competition:​ Due to modern day trends & opportunities, online education has become a 360 billion
dollars industry in India. There are more than 20+ companies (India) who are providing online english
speaking & learning classes to school & society students. Plus offline competition is also easily visible.

*​Collaborative & Partnership: ​Can be done with any public or private schools, play group schools,
societies, software company, event organizers.

Market Selection
*​Segmentation of target audience​: Is based on their age, income, personality traits & behavior need to
be done. In our case our TG is married couples who are the decision maker of their Primary schools kids
(6-14 age group), comes under 30-50 age group but to be very specific females -> married ->
housewives, people who are running online/offline coaching for grade upto 10th.
*​Product Positioning:​ Is a very crucial process as it defines the USP of our product. Like in our case
english speaking class is positioned as an interactive learning class, which also gives a joyful experience
to its user.

Customer Acquisition and Retention​:

Promotions, activations will act as a reminder & showcase the importance & benefits of english
speaking, creative learning using OckyPocky application. But extracting the interested customer is
important as they will become our product advocate & spread good words to the potential customers.
Thus it’s important to have a commitment from the existing customers considering all types of referral
programs for maximum retention ratio. A free demo/trial class will help in building trust.b

Marketing Strategy: Conclusion & Recommendation

Today’s consumers aren’t just learning english language, they're also practising other country’s
languages too. Thus there is a need to make people understand the importance of speaking english
because wherever we’ll go english will reduce the language barrier and help in understanding the
message communicated by any individual (worldwide). It’s not only speaking but how creative your
mind is, what extra talent one possesses also draws attention. Thus to keep kids ahead in this
competitive world parents must ensure that their ward is in good hands. Hence using ​Experiential
Marketing Strategy​ to provide a joyful experience to our target audience, we must focus on creative
learning demo/free trial/preparation & make it more entertaining. We need to do lots of Offline
campaigns, BTL activations in societies, schools, malls, offices. Just to give them an experience of
interactive learning.

If we talk about ​Digital Space​, influencers will play a vital role. Promoting an educational product with
the help of local tutors, institutions, school teachers & other parents can shape an unaware society into
a large like minded community. Once our target audience is aware about the product then digital &
social media marketing will help in building trust among parents too. And last but not the least ​B2B
collaboration & partnerships​ as mentioned above will be fruitful for a large number of audiences.
L​EAD GENERATION & AWARENESS CAMPAIGN : 1000 SIGN UPS

1) Partnership & alliances with schools for organising english speaking contest:
Likewise lots of contests happen in schools to boost & learn various talents/skills organised by school
itself, we can show free demo classes of creative learning after/between these contests.

2)​ ​Partnership & alliances with software companies of gated societies:

To spread contest/any other activity’s notification/ promotion schemes, tying up with these companies
can circulate the message directly to society members(parents).

3) Partnership & alliances with event organisers:

Events like cursive writing olympiad, maths quiz, vocab quest, sports & entertainment competitions etc
already have similar TG, thus using the event organiser’s school network to participate into events
organised by them. Also using data of parents & students to approach directly for our contests &
programmes.

4)​ ​Partnership & alliances with Individual tutor(any other subject):

Teachers are the best influencers in selling any educational product. Thus with the help of individual
tutors, institutes teaching any other subject apart from English we can reach out to the potential
customer( parents).

Social Media & Other Digital Channels & Assets required

1)​ ​WEBSITE BUILDING-

​UI/UX:​ ​Websites should be constructed with good UI/UX, to retain the traffic or provide product
information & sell the product through their own portal.
Back links:​ Connecting with social media pages, blogs, articles, news, informative pages (like Wiki,
Yahoo, Reddit, Quora etc) with the website, as it helps the potential traffic to find the information what
they are looking for & it increases the domain authority of the website.
Keywords​:​ Implying keywords that are related to kids education, creative learning, english speaking
(with highest volume search) in the website description for better search result by the crawlers, to
improve web hosting.

2) WEBSITE SEO- ORGANIC

Keywords Research​: ​To get higher visibility, improve web hosting, maximum search results, it’s
important to use keywords (like search related to Educational application for kids must show our result)
that are searched in a large volume & which give more attraction for the potential traffic.
Backlinks creation​:​ To increase the website traffic through thousands of backlinks to achieve the
ultimate objectivity i.e. increases in sale of the product via spreading related content about the product
& services (pages like uncrate.com, Cnet, Review pages, Digital trends, engadget.com etc)
Community Building​: ​Uploading content through blogs, PR activities, articles & news to engage the
potential buyers/users so that they become the product advocate & helps in word of mouth marketing
(Topics/ Challenges like Rubik’s Cube 4*4 / ​Vocab ​Challenge, English speaking & listening contests etc)

3) SOCIAL MEDIA OPTIMIZATION- ORGANIC

Content Creation​: ​To increase the awareness about the new product, showcasing benefits, and
increasing user engagement through various digital campaigns. Every social media platform have its own
positioning, for eg. ​Facebook​ is used for targeting the exact audience, ​Instagram​ is used for showcasing
lifestyle & wide reach,​ Tweeter​ is used to create the buzz around the product with best ORM facility,
LinkedIn​ helps in reaching to business entities, ​Youtube​ helps in more attraction & visibility (like use
teaser promos, it will stimulate their curiosity, taking pre-orders , ​facebook promotion for a group of
women looking to get in shape for summer.)
Selling through Social Media Platforms:​ 99% traffic comes through these platforms hence providing all
sought of descriptions about the product is necessary like Price, Faqs, Testimonials, User guide,
Troubleshoot, Selling platform etc.
Micro Influencers​:​ People like teachers, Instructors, Lifestyle gurus, who have thousands of followers on
Social Media Platforms can provide more information to the target audience with maximum visibility &
can influence the followers to purchase the product.

4) REMARKETING​-
Behavioral targeting​: ​Helps​ i​ n connecting with people who have previously interacted with our website,
social media pages or mobile app using their search cookies. This is used to convert the potential buyers
into a customer by showing the advertisement continuously (like Amazon, flipkart, Indigo, Netflix etc
uses for their potential buyers). Parents who have seen our demo classes will be retargeted.

5) ONLINE PAID CAMPAIGN-

Google adwords​: ​It’s a paid version of SEO, advertisement helps in getting the target customer way
faster than doing SEO for any website. This will host the website URL on top ranking. Google ads have a
conversion rate of approx 3-4% depending upon the bidding of a keyword.
Facebook & Instagram:
Advertisement on social media platforms will enhance the reach to our target audience with​ ​more & fast
conversion rate. Through paid marketing we can target using filters such as place, age, income, marital
status, like & dislike etc in campaigns like Rubik’s cube solution, calligraphy, fun classes, inspirations
contest, Successful transmission stories.) Facebook & Instagram are less costly in terms of paid
marketing with a conversion ratio of about 9% & 1% respectively.
Fun Fact:
1) 62% of Facebook page views are driven by women & Facebook Pages are the gateway for
businesses to market to this holy grail of users.
2)​ ​ ​52% of Instagram is used by women.
3) 71% ebook platforms are being used by women

YouTube​:​ ​ ​Out of 265 active million Indian users, Youtube also became a favorite destination for brands
to advertise their product. It’s the most costly platform to advertise with a conversion rate of about
12-14% on a digital space.
LinkedIn & Twitter​: ​There are 575+ & 330 million users on linkedIn & twitter respectively worldwide​.
And both the platforms have respectively high follower base. The conversion ratio of both the Platforms
are very less but these platforms are majorly used for increasing traffic on the website, for increasing
awareness & creating a buzz around the hashtags, innovations etc.
​Advertisement on Related Websites​: Websites which tend to have the same target audience such as
cooking platforms, shopping platforms, education platforms, ebooks platforms, health & fitness etc.
These platforms are very useful for remarketing our product & diverting traffic to the main website.

6) INFORMATIVE PLATFORMS:
​Quora, Reddit, Yahoo, Four Square, Tumbler, Crunchbase, Mouthshut etc: ​Are such websites which
provide lots of information, feedback, reviews, complaints, comments, faqs, testimonials, user guide,
challenges, coupons etc. These platforms become the base for backlinks for the main website & also
improve the domain authority of the website.

7) EMAIL MARKETING, SMS/TEXT MARKETING & NEWSLETTERS (OFFICES, SOCIETIES, SCHOOLS):

This marketing plays a vital role in product awareness and increasing the traffic on company’s website,
social media platforms. Using these techniques companies can build a community base through which
direct conversions can be done like taking orders via simple reply/call/message​. ​The conversion ratio
depends upon the engaging content & rewards/discount provided.

8) WHATSAPP GROUPS:
​Nowadays companies are focusing on building communities based on customer’s interests & needs.
Every society/office/school has their unique groups through which companies can approach their target
audience directly via whatsapp messenger. Even companies are using this technology for solving
complaints, taking feedback, giving directions, providing referral codes etc for maximizing the
engagement with their potential customers.

9) ONLINE REPUTATION MANAGEMENT​:

ORM​ is used to maintain the good reputation of a brand/product/services digitally. When a company
runs a digital campaign, it ensures that it gets a lot of engagement over the post uploaded. If followers
are having conversation which leads to some queries/ complaints & feedbacks, then that data needs to
be filtered & a conclusion should be made. Every comment/ feedback must be responded back which
builds a successful positive repo in digital space among the followers. ​The company’s social handle can
also submit follower’s questions to the advisory board & the answers to which can become articles on
some company’s blog. ORM’s goal is to inspire, engage and challenge the target audience. It could also
share health and fitness tips, courses, quotes and life inspirations. More conversation​ about the product,
its features, benefits, and differentiation factors ​helps the brand connect on a more intimate and local
level.