Team

S&S, presents:
iJosh
By: Sakshi Rastogi (B11046) Sangeeta Misra (B11048)
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What is iJosh ?
Brief: A unique Interactive Value Added Service for kids where they can learn dance, drawing, craft, playing musical instrument etc. from the industry experts. Detail Plan: The service shall enable kids to learn dance forms of their choice like jazz, hip hop etc. It will give the power to kids to learn at their own pace in the comforts of their room. In addition to it, parents can make kids learn various types of crafts like origami, calligraphy etc. by looking and imitating the instructor. Moreover musical instruments like piano, guitar, tabla can be easily picked up from observation, looking at the expert in the program. Page 2

Rational behind iJosh

The category is inundated with tutorials and games for kids. Challenge faced: Marketing the idea of the idiot box delivering lessons on Mathematics and Science . In India, television is associated with entertainment, leveraging on the same fact the idea of hobby classes on TV will be acceptable. Hobby classes in Metros cost a fortune and kids usually have to travel to reach to them. There exist a huge demand of such classes for the all round development of kids and parents insist on their kids taking part in extra curricular activities. The target age group is when children have both time and vigour to learn new things. All the activities under one roof and hence opportunity to Page 3 gauge talent in kids at a nascent stage.

Market Segmentation: Tier I Cities Age 4-12 DTH users Age 12-15 Tier II Cities Tier III Cities

Non DTH users Target Group: Kids in age group 4-12years residing in Tier I cities and already having DTH at their home. Spill over Segment: Kids in age group 12-15years residing in Tier I cities and already having DTH at their home. Positioning: An interactive service that brings hobby classes at home to the little ones, saving them the trouble to go out for the same and bringing all this at an extremely low price. Expected Market Penetration: Current Subscriber base in Metros = 6.6 million * 0.7 Assuming 3 out of 5 subscriber have kids and 1 out of those 3 families will take the service: (6.6*0.7*0.2)= 0.942 million Page 4

Pricing and Sustainability

iJosh will be priced at Rs.20,which is peanuts compared to the exorbitant fees charged by dance and music classes (Rs.1500-2000 in metros). If the service gets popular, it can be extended to the adults as well and hence is sustainable in the long run. The package for adults could include the extensions of the same course or may include other fields like numerous kinds of painting. The program offered can be customized according to the culture of the state in which it is offered which will make it customer centric.
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Communication Strategy

Segments Value Proposition Communication aimed at . Communication Mode

4-12 years Convenience, Price, All-in-one package Mothers (decision maker for kids) TVC (on Star plus, Colors, Sony at prime time, 8-11pm) and Radio commercials, Direct Marketing through customized mobile messages to Airtel DTH users.

12-15 years Quality of instructor, Price Kids & Mothers Direct Marketing through pamphlets distributed at hobby classes as well as schools. Set up kiosks at malls and children stores (like Giny & Jony). Page 6

Promotional Campaign
Eklavya Student Award: An annual workshop
will be held by the experts where the best 50 participants selected from Airtel DTH users can meet and interact directly with their teachers.

Airtel ke Joshiley Pal:

A door-to-door campaign where a team from Airtel door-tovisits apartments/colonies with high density of Airtel DTH users to hold talent shows where kids can perform and win goodies. Page 7

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Benefits Highlighted: Convenience

Target Segment: Mothers of kids in the age group 4-12 years.

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Benefits Highlighted: Price

Target Segment: Kids in the age group 12-15 years. Page 10

Offers and Contests

Product bundling with iLearn and iKidsworld, to offer a single package for kids at Rs 60 per month(a discount of Rs 5 of month). Ghar Baithe Star: Association with a Dance/Talent Reality show for kids on national television, where one participant will necessarily be an Airtel DTH customer. iJOSH will be positioned as the path to reach such a stage. Offers like first month free trial to create awareness and discounts on quarterly, half yearly as well as annual subscription till it gains popularity.
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