Digi Tags Case Study — Assignment

By:- Hetvi Gandhi

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Task
2 1
Map each stage of product adoption (traditional, social media/marketplace
AIDA Model and non.com) to the AIDA model. Where according to you does each stage of
product adoption lie on the AIDA funnel? Provide a reason for your answer.

AIDA: Awareness, Interest, Desire, Action

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Solution 1

AIDA Model

Product Adoption Stages Stage of the AIDA Model (mention only 1 stage)

Traditional This product adoption lies at awareness stage in AIDA

model because here target audience are not online
and they do not want to go online this is due to lack of
awareness level presence in target audience

Social Media/Marketplace This product adoption lies at consideration stage in AIDA

model because here the customer has presence(have
interest) on social media online market but does not
have proper website. This is how it is differentiated from
the competitor while achieving the engagement.

Non.com This product adoption lies at Action stage in AIDA model

because target audience knows that they do not
understand the significance of a “.com” domain but
realize that there is the need of website.
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Task
2 2
What should be the key proposition to sell digital identity services (i.e. domain
Brand Proposition
bookings) for audiences at different stages of product adoption - traditional; social
media/marketplace; and non.com?

Proposition: What behaviour change are you trying to achieve from the
audience at each stage of adoption / what do you want them to do?

Note: Q2 should be no more than 100 words.

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Solution 2
Brand Proposition
Product Traditional
Adoption
Stages
Proposition In this stage of product
adoption target audience are
not online and they do not
want to go online so to
proposition the “digitag”
brand they should first have
to create brand awareness
in target audience,
communicate them the
advantage of going online
and there also organize
some awareness campaign
for the target audience so
that they would get the
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SM + MP (Social Media + Non.com
Marketplace)
In this stage of product In this stage of product
adoption target audience have adoption target audience
the presence of social media knows it is necessary to
,online market places but they have a website and many
does not have proper platform customer also owns the
to own there digital estate and domain name but not
they continue to sell their “.com” .So it preferred to
product on social media Own “.com” because it is
platform. So they should get more preferred by search
there own website where they engine.
will have own estate to sell
their product and services.
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Ad vertising
Task
2 3
Create the brand message for each stage of adoption - traditional;
Brand Message social media/marketplace and non .com. Think of it as a creative
line or message that you would want to communicate to the
audiences to get them to own a digital identity from Digi Tags.

Keep in mind the following:

a. The message should establish the value of owning a digital

identity
b. The message should be comprehensible and appeal to
audiences across rural and urban classes
c. Remember the proposition you made for each stage of
adoption and curate a message based on it
d. Keep the message crisp, succinct and effective

Note: Write your answer in the table on the next slide.

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Solution 3
Brand Message
Product Traditional SM + MP ( Social Media + Non.com
Adoption Marketplace)
Stages

Message ( write “Go online to get digital “Get a creative website” “Drive safe with .com”
only 1 message benefits”
for each stage)

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Task
2
4A
Channels Choose channels/mediums to deliver messages to your audience.

Mention at least 2 channels per stage of product adoption ( traditional,

SM+MP and non.com). You also need to explain your reason to select the
same.

Note: Q4a + 4b should be no more than 100-200 words.

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Solution 4A

Traditional
Channel 1: Ease of deployment
Reason:In this stage of product adoption customer are not aware about digital identity. So we need to set up
the campaign for the audience.
Channel 2: Budget and ROI
Reason: Here customers are not aware about digital identity funds need to be allocated as per the
specfic campaign budget and estimated ROI.

SM + MP
Channel 1: Reachability
Reason: the customer who have presence on social media and market place they used to sell there product
and service these platform only so a large customer customer base uses this channel often.
Channel 2: Channel deliverability
Reason: At this stage of product adoption some customer only have presence of social media etc this
channel will be approacable to the total number of user.
Non.com
Channel 1: Channel deliverability
Reason: In this stage of product of adoption target audience knows there is need of website so through this
channel target audience will be approachable to the total number of user.
Channel 2: Reachability
Reason: In this stage of product of adoption target audience will uses because target audience have relized
that there is a need of website.

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Task
2 4B

KPIs
Mention at least 2 KPIs for each stage of product adoption
which will help you measure the campaign success across
the channels mentioned. Provide a reason for each KPI.

Note : Write your answer on the next slide

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Solution 4B
Traditional
Awareness
KPI 1: To get better recognition
Reason: By creating awarness among the target audience develop better recognition for the digital identity.
KPI 2: Finding new user
Reason: By creating awarness through campaign, advertisement new customer also take this on account.

SM+MP
Interest
KPI 1: Differntiate from competitor
Reason: Target audience knows how to differentiate from the competitor while achieving the engagement.
KPI 2: Evalution
Reason: doing research , comparison of shopping and thinks over their action

Non.com
Desire & Action
KPI 1: Delight
Reason: have interest in brand and began to evalute whether it meets their need.
KPI 2: Loyalty
Reason: Brand meets its need.

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 Thank You!

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