Kotak@Digital

Kotak online search trends

Overall search trend for Kotak bank has grown in the last 7 years, with maximum searches in early 2011.

Comparative search trends for personal banking and corporate banking has grown since 2011, indicating higher awareness levels and online marketing efforts.

Investment banking trended low on search indicating low interest levels or less contentavailable online.

Kotak online search trends

Kotak bank Vs ICICI and HDFC bank search trends

- Interest in Kotak searches significantly lower compared to ICICI and HDFC bank. However search trend for Kotak has remained constant.

- Overall search trends for ICICI and HDFC bank shows a decline post 2011, due to high online reach and awareness.

- States which showed high search trends for Kotak - Haryana,Maharashtra, Karnataka, Tamilnadu, Delhi, Andhra pradesh.

Kotak bank Consumer profile

Working professionals

Families

Corporates

Senior citizens

Savings

Insurance

Wealthmanagement

Credit cards

Loans

Urban women

Kotak bank Digital eco-system

Service website Mobile site Mobile app Facebook Twitter YouTube

PersonalBanking/cards/loans

Mobile website ??

Kotak bank Digital ecosystem

SearchWebsiteFacebookYouTubeTwitterMobileemail

FacebookYouTubeTwitter website mobile email

WebsiteMobileFacebookemail

WebsiteFacebookYouTubeTwitterMobile

Growing online segment -1The urban Indian women

-Only 26% Indian women have accounts in banks/financial institutes.

-13.72 % of SMB’s are run by women entrepreneurs in India.

-Key decision maker in household grocery purchase, holidays, renovations but may not control the cash flow.

-Out of 150 million internet users, 60 million are women in India.

-24 million women access the internet daily, average age group of 15-34 years

-Women who are online are relatively more affluent and have higher disposable incomes.

-Apparels and accessories are the most searched categories by Indian women.

-50% women who surfed online , were influenced by online research before buying a product.

-Email, search and social networking are the biggest drivers for women online.

- Women account for 40% of monthly YouTube user base.

-Women accounted for 21% of online shoppers in 2012.

- 80% women recommend purchased products to others and 25% share reviews online.

- 1 in 4 women buy baby products online.

Current challenges and opportunity

Affluent working women is the key segment, current productemphasizes only on SAVING

In developing nationsWomen are driving purchases and spending.

Very few Indian banks promote online/mobile payment to women. COD is preferred mode of transaction.

“Lifestyle multi-if-not-hyper-tasking: micro-convenience, mini-experiences and digital snacks will rule in 2013.”  

Where to Play

“Become online shopping & mobile payment partner for women” – secure, easy and rewarding

Special offers, cash backs, deals when using mobile/online payment, exclusively for women.

Drive higher transaction volumes through credit cards / net banking.

Gifts and deals

-The cash back deals on clothes, apparels- multiple reward points when I shop with partners.-Redeem points for vouchers of online partners

Kotak lets me plan & buy my grocery, on my Mobile.

I get the latest travel deals, online gifts and subscriptions to women's magazines through Kotak - web & mobile

Kotak e-life

I get location based offers from Kotak bank mobile app

Need a secure, easy and rewarding payment option or else will use CASH ON DELIVERY

Always have e Coupons and points handy to redeem.

Kotak e - Life

Website emailMobileSearchSocial

ShoppingE couponsEasyPayments

Social currencySocial badges

Kotak Facebook currency52% of working woman and 55% of non working woman are usingSocial media in India.

Corporate social responsibility initiatives generated maximumEngagement for Indian banks on Social media in 2012.

64,000 female fans for #Kotak Mahindra Bank and growing.

Super girl India

Help a girl child in rural India open a savings account with Kotak

Every payment you make for online shopping with Kotak credit/debit card generates points, which you can donate into a Super girl’s account – from Facebook.

As you donate more points to the super girl account, you start collecting Super girl batches. Super girl batches can be shared on Facebook/Twitter.

Kotak Facebook currency

As you collect more batches, you go upThe social ladder in the “Super girl India” community. Get featured as top contributor in the community and win a exclusive prize from Kotak.

Facebook content “Social independence” •latest fashion trends (content sponsored by apparel e-retailers) •Kotak Women leaders – Women leaders •Online smart beauty contest•Cars women drive.•Travelogues from Women bloggers•“Best man for a job is a Women”

Tupperware India – 993,796 fans and 25,929 talking “Social entrepreneurship”

“Women account for 40% of YouTube monthly usersIn India”

“Indian banks have total 9000 YouTube subscribers, ofwhich Axis bank is the most watched and popularYouTube channel”

Kotak bank YouTube Channel

Current content focused on industry news and updates

2-3 videos focusing on women, highlightingDiscounts and cash backs

Education, health and fitness rated amongThe top 10 content viewed by Indian women

Women on YouTube

Campaigns around “Ask Subbu” createdGood engagement.

YouTube content

Marketing & branded content

Personal banking

Credit cards/loans

Investment banking

NRI banking

Product information

Careers

Tax saving tips

Industry overview

Super girl India

Segment content – Kotak outsmart

Grow community, engaging videos,

multiple topics

Kotak outsmart

This month I’ll pay the house bills before my husband/dad/brother does it..

Just saved few extra bucks when bargained or asked for a deal

Dinner is on me today…

30 second videos, reflecting small winning moments for urban Indian women

Driving school test to Lavasa women rally

Back to office after maternity leave

My Kids are just like me “ Smart”. Taught them how to save money

Link the videos across website home page, Facebook community, twitter and create highEngagement. Add tags and target videos for search results.

“We are going to Bali” just booked the next holiday online.

Ordered shopping vouchers online/mobile

Growing online segment -2

The Indian youth – 15 to 24 years

- 50% of Indians are below the age of 25 years

- 98% youth believe they have the power to bring change in the world.

- Almost 50% youth complain online if they don’t get good service.

- More than 50% claim they derive power from social networks.

- Nearly 42% believe they will participate in a cause or movement which affects them.

- Only 10% look up to public figures as role models.

- Spending behavior for Tier I/II and III city youths is the same.

Mobile Tablet

Laptops PC

Device usage

Emerging trends for Indian Youth

The Indian youth – 15 to 24 years

- 67% students from urban colleges want to be “entrepreneurs” rather than doing a conventional 9 to 5 job. They are looking for quick success and have unconventional life styles.

- Indian youth is more responsive to conservation of natural resources and protecting civic amenities.

- More Indian youth are looking for real conversations and social networks are used to “update and connect”

- Individual image and decision making are key to be noticed. They want to be known by the choices they make.

- Collaborating with others who have similar interests and ambitions is the path for sustainable success.

- 6 out of 10 urban youth are rediscovering India and show interest in it’s culture, mythology and rich history.

#TCS survey for Indian students 2012-13

Where to Play - base activation

Movie Tickets

Onlineshopping

Eatingout Travel

Mobile refills

Music&

ConcertsHigh

engagement

Adoption

Kotak makes these services easy, available and rewarding.

Where to Play

EnablesBase

adoption

mobile, website, social, email

Life Stage – College to Career

Supports

Highereducatio

n

Lets you “DREAM

BIG”

College goer

Post graduate

Entrepreneur

Sociopreneurship

local outlook

Technology change catalysts

Frugal innovation

Digital choice of medium

Where to Play - Sociopreneurship

Touch points & Content“College to Career”

Website – On C2C section offers on movie shows, refill pre paid mobile and get shopping offers.

Mobile – Kotak C2C app lets you share your food bill instantly, buy movie tickets and refill mobile . Keep a tab on expenses and upcoming deals on movies, concerts, shopping. App is connected to Facebook and Twitter and lets you share these offers with friends. See other friends who use the Kotak app.

Facebook – micro community dedicated to Students and latest careers trends. Managing funds and finances early on.

Cover latest college festivals, career events with a help of a youth community member/Influencer/Blogger.

Technology, innovation and young entrepreneur news and events need to be covered.

Touch points & Content“College to Career”

Instagram – contest for best college photos and moments, get rewarded by Kotak.

“College to Career” logo – create and upload on Instagram. The bestLogo will be selected and used on all the properties for C2C campaigns.

“My India my rules” – Best videos from India depicting innovation, change, growth, sustainability. Best videos get prizes and recognition from Kotak (6 minute videos)

Touch points & Content“College to Career”

30 second Videos - “whacky tips to ace the first interview”

Contest – Best video resume – Upload on YouTube and win prizes from Kotak.

Live stream concerts and local music events.

“Pep talk” from young sociopreneurs in India. Short videoStories.

“Student abroad” series – short video compilations fromInternational Indian students and experiences.

Co-create Tell stories

Share

One Kotak

Equity

communication

strategy

Digital CRMConsumerInsight

Customer service

Thank You