Group – 2

Nimidha Shringarpure EJL21DXB18

Prajwal Gowda EJL21DXB02
Ravath Mupkalker EJL21DXB21
Bayzat’s journey…
Rebranding
Acquisition

Focus on changing the product and

Acquired an insurance
the brand strategy
broker in the region

2012 2018 2022

2017 2020
Incorporation Shift of focus Fintech

Bayzat started as a Shift in focus towards Supplementing focus

consumer-focused building a HR based towards Fintech for more
insurance price platform consumer centricity
comparison website
Overview – brand,
industry
Bayzat is B2B Fintech company focusing
on providing “World class employee
experience accessible to every
individual in SME space”

We do that by empowering everyone with

the means to become more, we are…
THE WORK LIFE PLATFORM THAT
BENEFITS EVERYONE.
The Need of the hour…
What’s changing
WE’RE LOOKING TO OUR JOBS TO
CREATE LIFE’S WORK
A new, independent workforce has
emerged, start-ups have grown up and
the era of the entrepreneur has well
and truly arrived. As work and life
become increasingly intertwined, work
is no longer just a means to make
money but a reflection of our beliefs,
aspirations and the legacy we want to
leave.
What’s missing
WE WANT TO EMPOWER PEOPLE
WITH POSIBILITIES.
The competition may focus on operational
benefits, people management and
professional progress, but we stand for
something more, beyond the functional.
We stand for the possibility of what
businesses and people can become in
their working lives. Now that’s worth
working for.
Target Consumer - Who we’re here for
WE CHAMPION STRIVERS.
White collar, blue collar and no collar. Employees and employers. Start-ups and old-timers. We
work with everyone, but we work best with employers and employees who embrace the hustle
and have the dedication necessary to fight against the odds in order to achieve their vision. We
call them ‘Strivers’.
STRIVERS ARE…
Grounded, yet still dreaming big. Locally rooted and internationally minded. Maximizing the
present while freeing their future. Looking to change things for the better.
PERSONALITY TRAITS
• Determined: hard-working and industrious.
• Courageous: forward-thinking, self-believing.
• Goodhearted: compassionate and kind.
Key Differentiator – What makes us stand out..

BAYZAT HAS THE TECHNOLOGY TO BE

INCREDIBLY HUMAN.
We care. It’s what makes us different from
the rest and it’s what drives us to do all we
can to have a positive impact on the lives of
hard-working people. We always do the right
thing by our customers and colleagues but
ultimately, it’s our technology that will turn
our intentions into action.
Brand goals/strategy
“To make world class employee experience accessible to every individual in SME space”

Cr
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Bui ar
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y

s
re ne s ity
aw a ri c
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otio ce
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Gain end consumer Customer (Employer)

Focus on delivery of the brand loyalty based on the compelled to onboard
promises to the end consumer brand imagery and product at organization
performance level
Brand
aspirations
“To make world class employee experience
accessible to every individual in SME space”

Creating Brand Awareness and shaping the

brand image of employee centricity

Revamp messaging from “Just another HR

platform” to an “Employee experience and
engagement platform”

Create and mold the employee experience of

the customers (SMEs) through the platform’s
offerings and promise
Growth Process
“Without the scientific method, we'd just be trying random things from every place out there without learning
about our users and personas.”

• Empowering each team member to continuously produce ideas that are tied to pre-defined OKRs
Ideate • Leverage product analytics, customer interviews, session recording, industry best practices and
previous experiments

• Key eyes on the stars

Prioritize • Leverage analytics e.g., A/B testing, consumer insights to be able identify key propositions that will
define the success of the brand and the product

• Execute to near perfection the prioritize initiatives with an equal focus on the high testing velocity to
Execute be flexible for the changing requirements of the consumer

• Analysis of the outcomes of executed initiatives with a score card focused more on delivery
Analyze employee centric experience

Iterate • Repeat the process to ensure outstanding brand performance and delivery of all brand promises
Growth Culture 1
Autonomy. Individuals decide what they work on to
achieve the OKRs.

Values
Moving the needle, together Accountability. Growth is everyone’s business, and
2 every team member should be continuously
contributing to the overall growth. It's an
organizational priority every single minute of every
single day.
Initiative. The most important question is “How can I
3 do better to contribute towards our overall KPI or
NorthStar metric”. This should drive us to strive for
improvement and seek continuous growth.

Ownership. Every team member is expected to take

4 full ownership of growing their function, and we all shall
be running experimentation all the time. Growth is
everyone’s business.

Continuous Improvement. If we are sure that every

5 experiment, we run is going to be successful, then
that’s not an experiment. We only fail if we don’t do
enough experimentation or fail to learn from our
mistakes.
Brand insights
With a focus on providing world class employee experience, Bayzat’s focus in the early stages of its lifecycle was market and brand
penetration leveraging digital channels for serving advertisements to targeted customers. The success of the ads campaigns were key
insights on the penetration of the brand in the target segments

1550 Leads generated 1229 Google ad words 321 Facebook

6 Revenue generated
5
4
3 $79,950
2
Cost
1
0
JAN FEB MAR

Cost
APR

Revenue
MAY JUN
$150,950
120
Cost per lead
100
80
ROMI -47% 17% 60
40
Conversion rate
20
0
JAN FEB MAR APR MAY JUN
Return on Marketing investment ~ Extent of brand Awareness

The following are being tracked by the

company
• Marketing cost per campaign
• Leads generated per campaign
• Conversion rate
• Revenue DEVELOPING THE COMMUNICATING
EXPERIENCES STORIES EXPERIENCES
Suggestions
• Compute Return on Marketing investment
• Build brand trackers
• Carry out customer satisfaction surveys
Social listening
and perception
analysis
Social listening and perception analysis
Bayzat leverages its presence and activity across social media channels to be able to drive product, quality insights all the while
ensuring and delivery on the promised brand values

Channel Insights
Activations, App feature improvements and
Social Media updates, contests, partnerships Social Media

In Platform Feature feedback and suggestions directly

considered as input for the platform feature
Suggestions road map

App Store reviews Address concerns, maintains and Social

Engagement In Platform
& Feedback communicate organic perception and image events
Listening Suggestions

Engagement B2B reviews, feedback from corporates and

events SMEs on pain points and gaps to be addressed

Application
Defined Turn around time store
feedback
responsibilities
We target to respond with in an
Responsibilities are assigned to
hour of receiving a negative
specific team members on
feedback
handling social media platforms
Brand Resonance
Steps towards building Brand Resonance…

Brand Resonance
Tie up with complimentary and supplementary
offerings with employee centric focus to ensure high
cost of conversion to another HR platform

Brand Judgement & Feeling

Creative employee centric and employee conscious
product offerings, messaging and marketing
campaigns

Brand Performance &

Imagery
Differentiated product offering by staying
ahead of the competition and true to the
growth culture of the org and the brand

Brand Awareness
Targeted consumer and customer
centric brand awareness campaigns
by targeting HR summits
Brand Value Chain
The organization is currently focusing on the developing and delivering program and customer specific multipliers considering their position on the
brand resonance pyramid

Marketing
Customer Brand Shareholder
Program
Mindset Performance Value
Investments

Program Customer Market

Multiplier Multiplier Multiplier

• Consumer & Brand Intelligence
• Digital targeted advertising
• Brand awareness initiatives
• HR Summits
• Sponsoring Events
• Social Media engagement • Spin off direct to consumer
• Product platform review & application
feedback acknowledgment • Market expansion into GCC
• Consumer 360 initiatives
• Strategic associations with
other consumer focus brands
Brand Positioning
To provide world class employee
experience accessible to all employees in
SME workspace

01
02
Clear

The position statement is clear

and targets specifically SMEs Focus

with 20 to 250 employees Focusing on make a big

impact for the employees
working with these SME’s.
Deliver service that will
“Change the way work
work’s” – total employee
centricity
 A B C D
Improve Surveys Communication Build

Improve awareness Carryout customer Carrying out This helps us build

satisfaction surveys campaigns to brand equity
communicate brand
value

Brand Equity
Loyalty
Usage
• Differentiated product offering
• Strategic brand associations
• Spin off B2C application for cross company
employee centricity
Awareness
• Digital targeted advertising
• Brand awareness initiatives
• HR Summits
• Sponsoring Events
Recommendations

• Continue existing efforts for brand awareness

with a special focus on communicating and
delivering value for the consumers (Employees)
• Ideate on a cross company B2C application with
as an extension to existing platform for smooth
HR transition to ensure brand loyalty and choice
• Growth in international markets and company
portfolios to ensure sustained delivery of value to
shareholders
• Build and maintain a robust consumer and brand
intelligence platform for directed and specific
decisions and initiatives related to the brand