Digital Transformation Recommendation

1. Positioning Thought & Demand Generation Campaign
March 2021 (c)
Presented by:
Phone: +91 9008001926, +91 9746333628
www.dimark.in Email: contact@dimark.in
#KP 19/187A - 15, PKM Complex, Nr. IIM-K, Calicut,
Kerala, India - Pin: 673571
Behind Planeterium, Kuniyil Kavu, Kalathil Kunnu, Calicut,
Kerala, India – Pin: 673001
Di Mark
Integrated Marketing Services
GSTIN: 32ABQFA8157M1ZW
A division of: Ag Agnella Global LLP

2. Understanding the brand
DREAM OF GROWTH…
Odyssia is one of the leading footwear brands from Kerala.
The company started its journey in 2006 with some of the
most modern and classy designs. Odyssia manufactures
shoes, sandals and flip flops for different age group in
different segments. Categories in Odyssia product line
includes Odyssia Tuff (For Youngsters),Odyssia Classmate
Shoes (Uniform Shoes, Sandals), Odyssia Vuvu (For Kids)
and Odyssia Keery (Sports Brand),Odyssia Avema (For
Teenage Girls) and backpacks (2015).
Currently, Odyssia is one of the most favoured brands in
Kerala and the Middle East countries such as UAE, Qatar,
Saudi Arabia, Bahrain, Oman and African regions.

3. The issue
Though the brand has started as a utility and fashion brand,
one category, the school uniform shoes, has been accepted by
the customers widely. Odyssia Classmate is the largest selling
product in Kerala with 80% market share.
As focus went on to the uniform shoes, the brand has been
perceived widely as a children’s shoe manufacturer. The brand
communication of the brand during this period was around the
children, and this benefitted that category only.
The perception that Odyssia is all about Classmate, the school
shoes, adversely affected other categories in the product line.
They could not make a mark in sale, as the Classmate did.
On a typical family shopping scenario,
Odyssia Classmate is a natural choice as school shoes
for children. The parents and elder siblings look for
other brands as their choice of footwear.

4. The Requirement
Odyssia wanted to be identified as a fashion brand with equal
strength in schools shoes and Ladies and Gents footwear
segment.
The brand has introduced innovative products and pioneered
in technological advancements resulting in durable and
beautiful footwear products, this has to be translated into
better sales.
The brand plan to venture markets outside Kerala more
intensively with a product range that aim to grow as an
international fashion footwear brand, so need to create more
demand.
Hence this Demand Generation Initiative.

5. The observation
What could have gone wrong?
Odyssia Positioned the Classmate series as the right solution for
uniform footwear well and the customers accepted the product
and its positioning.
The company supported the positioning with ample marketing
activities like advertising, PR, on-ground activities and cus-
tomer care.
Company ensured sufficient supply of the product across chan-
nels and kept logistics perfect.
Customers perceived Brand Odyssia as an school shoe brand.
For other occasion shoes, they opted other brands mainly
Odyssia’s competition brands.
Now We need to change the perception.

6. Let’s Reposition Odyssia.
How to change perception
Identifying the TG
Men and Women above 18 years of age.
Purchasing Behaviour
Influenced by brand image, Technology, Trend, Fashion and
Looks.
Quality consciousness
They are quality conscious, but we don’t need to talk to the TG
about this, because the quality is already established by the
Classmate Shoe Series.

7. The challenge is to extend the
purchase to their own needs also.
The TG is familiar with the brand
and they already are buying it for their
school going sons, daughters,
brothers and sisters.
For this,
Odyssia has to be positioned and perceived
as a reliable Fashion brand that offers footwear
solutions to all.

8. Odyssia is repositioning itself as one of the most contemporary fashion brands.
The kind of fashion that is refined, appealing, impressive and easy to adopt.
The brand will talk more about fashion and its attributes and sensitivities in
different languages and tone of voice that tend to appeal the TG.
In this positioning, the brand will try to adapt the look and feel of a national and
international product. Making it easy to be accepted by people across borders.
“Impressive Fashion”
Let’s move the focus away from students.
The new route

9. Rationale:
This product range primarily aims the mindset of a college student and their
life afterwards. After school, life is all about a festivities, freedom and colours.
Everyone want to impress others with their attire and attitude.
How to:
Segregate a group of products the brand already has as the series.
Just add a sticker/tag on the product and packaging to identify them
(Until the new product and packaging ready to hit market)
FEST
We suggest to re-arrange the product line and create
a new fashion category:
Odyssia
IMPRESS
Odyssia
OR

10. The look and feel they showcase can be adopted for the new segment of Odyssia.
Their communication look refined and international have a very neutral accent.
This goes well with our motto“Footwear of International Standard”
The Segment Look and Feel
Let’s look at some of the world’s leading affordable fashion brands.

11. The attitude and look and feel

12. The
Go To Market
Plan

13. Rationale:
The basic thought here is – you loved Odyssia as your/your kid’s favourite school shoes.
Now it’s time go further in life, enjoy and experience more. But remember,
the goods things, habits, experiences like Odyssia is not going to leave you.
Odyssia is here with new expressions to accompany you the rest of your life.
Option 1
“It won’t leave you”
The Single Minded Proposition

14. Rationale:
You have completed a phase in your life. Now it’s time to go for new experiences.
Never hesitate or wait. Just go for it like grabbing the new Odyssia.
Odyssia accompanied you all through your student life. Now here are new
expressions, don’t wait, go for it right away.
Option 2
“Go for it”
The Single Minded Proposition

15. Examples
The Single Minded Proposition (SMP) sums up the most important thing you can say
or promise about the brand or product. The SME sums up the essential consumer
benefit about the brand into one compelling proposition.
The SME has to speak about the most important consumer benefit highlighting t
he emotional part of it. Most of the time SMS’s are used as headlines and taglines.
They function as the basic route for designing Marketing Campaigns.
What is a single minded proposition?
Walkaroo – Be restless | Nike – Just do it
Adidas- Impossible is nothing | Kit-Kat – Have a break. Have a Kit-Kat.
Sony – Make believe.

16. Let’s start systematically
with a
Single Minded Proposition.

17. Where are our customers?
1.5 Billion
of them are on
Let’s be there.
1.5 Billion
of them are on
2 Billion
of them are on
1 Billion
of them are on
2 Billion
of them are on
2.6 Billion
of them are on

18. Be there
3.5 billion
Google searches are
conducted every day
Half of all product
searches in the world
begin on Google
5 Facebook accounts
are created
every second
30% of Facebook users
are aged 25 -34 years
149 million people
login to YouTube
every day
5 billion videos are
viewd online
each day
Whatsapp sends
60 billion texts every day
95 million photos
are uploaded daily on
Instagram
Most Instagram users
are between 18 to 29 years
of age
Interesting Facts

19. Competition Analysis - Digital
Instagram
Facebook Facebook Shop
Active Facebook Shop
Active
Facebook Shop
Active
1,40,792 Followers
43,680 Followers
1,25,080 Followers
(Walkaroo)
5,664 Followers
(Wlakaroo)
78,79,829 Followers
16,748 Followers
15,100 Followers
3,879 Followers
136,000 Followers
556 Followers
Google Search
Ecommerce Activated
Own Store Own Store Own Store
Activated Activated
About
13,600
results
About
2,89,00,000
results
About
6,56,000
results
About
19,40,000
results

20. “Do not create buyers, create fans”.
We suggest the right mix of Digital and Traditional
Marketing Plans.
The creatives and collaterals need a twist to adapt the
new thought. This can be done in a phased manner.
The current digital platforms need to be updated.
(Website/Facebook page etc.) The social media has to be
re-energized. Need to explore more areas.
The current commercial timings, spaces, spots and FCTs
can be used to promote the new segment.
The Communication Plan

21. First Step:
A clearly defined marketing strategy.
A well defigned communication strategy is essential to take
advantage of the opportunities from both traditional and digital
marketing. Because in marketing, minor things matter most of the
time. We may have to develop some additional skills internally,
educate staff and reallign activities a bit when we add digital into our
marketing mix.
How to go forward

22. Di Mark
Our Recommendations - Offline
Creative & Strategy Produce Creative materials and collaterals to start the communication
1. Do necessary photo shoots/ model contacts / stock image procurement
2. Generate segmental logos and other materials
3. Generate basic artworks - 3 -4 Nos. static
4. Generate adaptations to artworks, produce scripts and content
5. Execute basic Video productions for Commercials and Online platforms
6. Conduct necessary surveys and data collection exercises
7. Dispstick survey on the new look and feel (pre-market)
8. Finalize offline Media Plan
9. Finalize online Media Plan
10. Media Budget allocations and approvals
Platforms: Print, Outdoor, Radio, POP and Activation.
Period of execution: 1 year
What we offer:
Entire platform and domain management
Content creation, Media plan, charting, Folowups, updations and monthly reporting
Total budget: Will be shared later
Period of execution: 3 months
Payment mode: 50% in advance
Balance in 2 equal instalments.
GST 18% will be extra.

23. Di Mark
Our Recommendations - Online
Phase 1 – (3 Months)
1
Make the company website more
contemporary and Ecommerce
ready : www. odyssiagroup.com
Website is the most important platform
where almost all brand awareness
searches end. To make the website
more Market-Ready, we suggest an
updation.
If the company has a well equipped IT
team, they can take up the
construction as per our directions.
Cost: Will be shared later
What we offer:
Creative Design and Construction
Mangement.
Third Party managment.
Fresh content creation.
New theme and look and feel based
on Wordpress CMS/HTML.
What Odyssia has to provide:
Product details and specifications.
Product images and model shoots.
Logos and other necessary inputs.
2
Increase the number of Facebook
followers to impressive level
Along with the content, people
normally look at the number of follow-
ers a Facebook page has. As Odyssia FB
page has low number of followers, we
initially have to go for a page promo-
tion campaign to increase the number
of followers.
Cost: Will be shared later
What we offer:
Third payments to Facebook for the
promotion period.
Creative charges for creating posts.
Entire promotion management,
including post creations,
conversation management,
engagement creation, database
management.
What Odyssia has to provide:
The FB Account Access.
Product images and model shoots.
Logos and other necessary inputs.
3
Increase the number of Instagram
followers to match competition
Along with Facebook, an instagram
promotion also suggested. This
improves customer attitude and help
improve interaction
Cost: Will be shared later
What we offer:
Third party payments to Instagram
during the promotion period.
Creative charges for creating posts
Entire promotion management,
including post creations, conversa-
tion management, engagement
creation, database management.
What Odyssia has to provide:
The Instagram Account Access
Product images and model shoots
Logos and other necessary inputs.
4
Setup image banks, Social Media
management platform, server,
domain etc.
We will do this from our end.
5
Assign staff to overlook from
clients side.
We require one person from your
side as first hand contact.
Total budget: Will be shared later
Period of execution: 3 months
Payment mode: 50% in advance
Balance in 2 equal instalments.
GST 18% will be extra.

24. Di Mark
Our Recommendations
Phase 2– (3 Months)
1
Run Google PPC campaign to
attract more traffic to website
Everyone search on Google for
every single information. We can
turn the enquiries into our
platforms through Google PPC
campaign.
Cost: Will be shared later
2
Social Media Management
Facebook & Instagram
Run initial Product Campaigns on
Facebook and Instagram
Cost: Will be shared later
3
Youtube
Open Youtube Channel and post
first set of videos- Prduct Promo-
tion, Testimonials, Fashion and
Manufacturing Process
Cost: Will be shared later
4
Prepare Databases of campaign
feedbacks; Email Lists make the
brand Digital Ready.
Integration of bulk mail services.
Cost: Will be shared later
5
Staff training if necessary
No Cost incurred. We do this as
part of our client servicing.

25. Di Mark
Our Recommendations
Phase 3– (6 Months) Phase 4– (1 Year)
We will provide a detailed activity road map for the above as we compete the 1st and 2nd phase.
1
Brand Promotion Campaign 365 Degree Channels
2
New creatives and endorsements
3
Video Promotion through Youtube/OTT/TVC
4
Email and SMS campaign
5
Social Media regular posting on Facebook and
Instagram
6
Create presence on Linked-in, Pinterest and/or Twitter
1
Develop a healthy interaction between customer and
client on Social Media to increase brand image.
2
Start Ecommerce channels to develop direct sales
3
Create strong footprint on Youtube
4
Improvise website to make it update and dynamic
5
Use Radio/Print/TV mix to support Digital Initiatives
6
Get into Online Market Places like Amazon, Flipcart
etc.
7
Analyse the ROI periodically

26. Team
We are certified in: Qualified by:
Di Mark
V I N O D R A M A N A N D A N S O O R A J R P
G o o g l e C e r t i fi e d D i g i t a l M a r k e t e r
C r e a t i v e D i r e c t o r | W r i t e r |
M u s i c & M e d i a E n t h u s i a s t
Display | Shopping | Video
Google Ads
H A N E E F A A P P A T T
M a r k e t i n g a n d e v e n t s s p e c i a l i s t
w o r k e d i n K e r a l a a n d C h e n n a i
S e n i o r A r t D i r e c t o r
w i t h 1 6 y e a r s o f
e x p e r i e n c e
S R E E H A R I
S U D H A K A R A N
S e n i o r A r t D i r e c t o r ( B F A )
U I - U X - B A N G A L O R E
D E E P A K
P I N N A N A T H
A r t D i r e c t o r ( B F A )
3 D / 2 D - D U B A I
S A J A N S S
M a r k e t i n g -
A B U D H A B I
S A N T H O S H K U M A R
E x - O g i l v y -
C r e a t i v e L e a d

27. Major brands handled by us
before incorporating DiMark:
Our Partners & Associates:
Bangalore

28. Di Mark
In association with our Partners we can offer
360° INTEGRATED SOLUTIONS
We design, plan and buy across the entire media landscape,
integrating digital with traditional media to help you engage
your best customers on the most relevant platforms.
Strategy & Consulting
Digital Asset Management
Influencer Marketing
Brand Ambassadors and Endorsements
Reputation Management
Digital Consulting
Long & short term marketing strategies
Study, Survey and Research
Media Planning and Negotiations
E Business Management & CRM
Fresh concepts
Customer Experience
& Design
Branding – Identities and personality
Brand positioning and strategy
Social media management
Packaging – Research and Design
Digital Marketing Posts – Static & video
Social Media Posts – Static & Video
Commercials & Corporate films
Google Ads PPC- Search
Google Ads Display
Google Ads- Android
Search Engine Optimization
Whatsapp business and marketing
SMS & Email marketing
Content marketing
Video & photography
Case studies
Blog/Website Content
Enterprise Solutions
Capital Investment Solutions
Objective Setting for companies
International Fund Raising Drives
Alliances & Partners
Expansion, reach & ROI
Marketing Finance Consulting
Data, Design & Development
Website & E-commerce Portals
Android and IOS Apps
WordPress Quick sites
UX and UI
Search Engines
Social Media Channels
Print, OOH & Activations
Mobile, Radio & TVCs
Keyword management
Innovation & Executions
Events
Trade Expos and Exhibitions
Brands launch strategy & campaign
PR across digital & traditional Media
Training and MICE

29. Thank you so much.
Looking forward to associating with you.
Phone: +91 9008001926, +91 9746333628
www.dimark.in Email: contact@dimark.in
#KP 19/187A - 15, PKM Complex, Nr. IIM-K, Calicut,
Kerala, India - Pin: 673571
Behind Planeterium, Kuniyil Kavu, Kalathil Kunnu, Calicut,
Kerala, India – Pin: 673001
Di Mark
Integrated Marketing Services
GSTIN: 32ABQFA8157M1ZW
A division of: Ag Agnella Global LLP