Ragilly is a door to door automobile servicing company.

1. Marketing Campaign
Plan
Ragilly
By: K K Maitra

2. About Ragilly
Ragilly is one of it’s kind independent 2-wheeler & 4-wheeler repair service provider in East India with
doorstep car and bike repairing and servicing. The team is well equipped and well trained for servicing
modern cars and motorcycles.

3. Marketing Plan 2.0
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Target Market
Age Group: 21-45
Gender: Both Male and Female
Occupation: Service
Education: Tech-savvy
Subculture: Car and Motorcycle owners & lovers
Needs: Optimum care for their vehicles
Lifestyle: Modern

4. Marketing Plan 2.0
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Competition
- Company Service Centers
- Local Service Centers
Strength
- Presence in City, tier-2 & tier-3 towns
- Tech Based, easy to use interface
- Saves time and energy of the customer

5. Marketing Plan 2.0
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Goals
To reach the target audience through various marketing activities and ensure their registration to Ragilly
services through different mediums. The challenge is to provide best service experience without breaking
banks for the customer and establish the trust factor for the periodic maintenance of their two-wheelers.
At the end of the campaign we looking forward to have 200-300 new registered customers on
board. And a database of 1000-1200 prospective customers.

6. Marketing Plan 2.0
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Strategies
• Establish rapport with various corporate offices in Newtown and Salt Lake Sector – V Kolkata. Contact the HR
department and talk them into publishing our leaflet in their bulletin board and also circulate an e-mail amongst the
employees with details of Ragilly.
• Contact with the Zonal office HR of companies like Swiggy, Zomato, Zepto, BigBasket, BlinkIt and other similar
brands and urge them to run an internal ‘CSR’ campaign among their delivery team with tagline of “Value your family
time, don’t lose it at service center”
• Conduct week-long canter activity in and around Salt Lake Sector – V and Newtown plus the targeted townships in
West Bengal with 2 promoters and fliers to draw public’s attention and explain them about our services. We can collect
data simultaneously or lure the audience with some spot registration discount coupons at the canter.
• Install near about 200-300 flex boards in and around the targeted areas – at every nook and corner making our
campaign nearly impossible to miss by our target market.

7. Marketing Plan 2.0
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Tools of Advertising
Canter Activity A5 Size Fliers 2’ x 1.5’ Flex
Boards

8. Marketing Plan 2.0
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Reach of the Campaign and it’s Return
• The 2 promoters can talk to 100-120 prospects everyday, out of it 15% to 20% are expected to register on-spot
when offered discount coupon code. For the rest, we will have their details in our data base. At the end of the
campaign we are looking to have around 200-280 newly registered customers through the canter activity.
• We will put around 2000-3000 leaflets on the vehicles at different parking lots in and around the target areas,
commercial buildings and complexes. The expected conversion rate here is expected to be 1% to 2% i.e. 50-100 new
registrations.
• To assess the impact of the flex boards it is very important to have the data of daily footfall in the target area, which
is not available. Therefore, it is safe to consider this as a long term investment in outdoor campaign as this will help to
continuously hammer bystanders and the target audience who has already witnessed the canter activity and leaflets.
• The ROI of the campaign can be determined after 3-6 months with the help of the database and registrations at that
point in time.

9. Marketing Plan 2.0
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Method’s Delivery Timing
The duration of the campaign is 1-2 months from start to finish.
As mentioned in previous slide, it will take 3-6 months’ time to determine the ROI of the campaign and it’s effectiveness.
The reason to consider 3-6 months time is based on the fact that most of the two-wheelers are serviced every 3-6 months.
Therefore, in worst case scenario, every audience influenced and persuaded by the campaign may take the given time to avail
Ragilly’s services.
The retention of the first time customers is crucial to determine the actual ROI of the whole campaign.

10. Marketing Plan 2.0
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Suggestion for Digital Presence
Social Media Marketing
Digital Marketing
Website Upgrading
App Development

11. Marketing Plan 2.0
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Estimated cost of the Campaign
• Canter Van Decoration with flex and carpet - Rs. 6,500.00
• Canter van for 21 days @ Rs. 10,000/day - Rs. 2,10,000.00
• 2 Promoters @ Rs. 500/day for 21 days - Rs. 21,000.00
• 10000 nos., A5, 90 GSM glossy leaflets @ Rs. 2.00/pc - Rs. 20,000.00
• 500 nos., 2’ x 1.5’ Flex Board @ Rs. 40/sq ft - Rs. 60,000.00
• Municipality Tax for flex board @ Rs 25/sq ft for 1,500 sq ft - Rs. 37,500.00
• Logistics - Rs. 30,000.00
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Total estimated cost of campaign for 1-2 month - Rs. 3,85,000.00

12. Marketing Plan 2.0
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Estimated cost of the Campaign
Expected Monthly Marketing Consultation Charges - Rs. 20,000.00

13. Thank you!
By K K Maitra