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Tag: eBay

  • eBay promises to give whatever Indian consumers want in new campaign

    eBay promises to give whatever Indian consumers want in new campaign

    MUMBAI: eCommerce marketplace, eBay India, has launched an integrated marketing campaign with ‘Want it. Get it‘as its core message.

    Developed by Law & Kenneth, the campaign is targeted at value-seeking shopping enthusiasts across the country in the age bracket of 18 – 40 years.

    The campaign is designed to encourage consumers to use eBay India to satisfy any ‘want‘that they have. These ‘wants‘can pertain to any aspiration which can be fulfilled through any of the product categories available on eBay India like apparel, accessories and fashion.

    Designed to appeal to audiences with its tongue-in-cheek style, the TVC highlights situations in which the protagonists are able to fulfill their wants by getting the relevant products on eBay India.

    The TVC is being created in six languages – English, Hindi, Malayalam, Tamil, Telugu and Kannada.

    The company has launched three TVCs that end with a voice over saying, ‘‘Kwahishen kabhi khatam nahi hoti…payiye kwahishon par deals har roz sirf www.eBay.in par”

    eBay India CMO Kashyap Vadapalli said, “Our new campaign is congruent with our goal of step jumping ecommerce trial in general and eBay trial in particular amongst shopping enthusiasts across the country. The campaign plays to eBay’s core strength of unmatched variety, illustrating not only the width but also the depth in categories available on eBay India. It positions eBay India as the ‘want satiator‘fulfilling diverse needs of varied consumers through abundance of selection of brand-new every-day use products, at always fantastic deals.This is aptly encapsulated in the tagline ‘Want It.Get It.‘. Through this campaign, we would like consumers to rediscover their eBay shopping experience with greater variety and better deals.”

    The campaign will roll out across the country through a combination of TVCs, outdoor, digital and social mediums to drive awareness amongst consumers.

  • Kotler is dead and marketing mantras need to be rewritten: Murthy

    Kotler is dead and marketing mantras need to be rewritten: Murthy

    MUMBAI: Several generations of marketing and management students have been brought up on the mantra of 4Ps framework: Product, Price, Placement and Promotion. But Pinstorm founder Mahesh Murthy feels that this framework doesn’t serve the 21st century market.


    Murthy said, “When it comes to the 4Ps of marketing, things have changed with time. Out of them, Placement has undergone through the biggest change. Today, anyone through Internet is getting in touch with millions of people worldwide. In today’s world it’s not about how much you spend, but it’s about how less you have to spend. Red Bull, eBay, Twitter are fantastic examples where they have never spent on advertising but have achieved a lot. Marketing IQ is inversely proportional to marketing budget.”


    Murthy was speaking at Click Asia Summit 2012 here. Addressing on the theme- ‘Kotler is dead: The new principles and process of marketing‘, he suggested a new way to look at creating, managing and measuring the success of brands.


    Murthy felt that there are a new set of rules that should be followed by the marketers and not the one that were laid by Kotler.


    According to him, there are two new ways to look at the future: blue sky or extend key part of the present. He said that the future is already here, it’s just not evenly distributed.


    “Digital is not niche anymore. It is the mainstream medium, even in India. Star Plus, the No. 1 GEC in India has 25 million viewers. In India, there are 90 million desktop net users, 85 million mobile net users, and in total there are 140 million Internet users. There are 110 million Indian cable and satellite (C&S) homes and Times of India’s (TOI) national circulation is 7 million. So, this is an evident of the reach and use of digital medium in India. Critically, Indian Internet users have already crossed C&S TV household and soon social media user will too.”


    Murthy noted that arguably digital medium has the largest reach in India. He foresees that by 2014, there will be 150 million desktop Internet users in India while there will be 225 million mobile Internet users. The total Internet user base will increase up to 300 million while C&S viewership will rise to 140 million. Also, social media is the fastest growing medium. And you don‘t need to spend as much as you do in the broadcast medium.”


    The digital medium lets you side-step publishers and be one yourself. So, competing on digital doesn’t need large budgets. “No longer have media budgets made any difference,” he added.


    Murthy observed that media is vacating editorial for marketing. He emphasised on building engagement on fan page. Citing an example of changing times, he said that the campaigns which used to take months to get ready now are being made within minutes.


    He believed that the whole process needs to change and all the operations should work in sync. It starts with research where one is suggested to absorb all one can and hence solve the existing problems. Then after listening and reaction comes into analysis, the planning stage should come. In the later stage creativity comes wherein one needs to invent. It should be followed by an integrated media plan to radiate the message out. It’s hard to succeed till the work is done in co-ordination.


    “It’s easy to get it wrong on digital. Short term thinking and non-integrated work contributes to this. Brands if not handled properly on digital medium, can be killed,” he cautioned. “Also, digital is increasingly not about specialisation, but it’s about multi-specailisation. One needs to speak to people and not take use of scripts for the same. Digital should not be treated as call-centre,” Murthy stated.

  • eBay awards creative duties to Law & Kenneth

    eBay awards creative duties to Law & Kenneth

    MUMBAI: Law & Kenneth has bagged the eBay India’s creative mandate.

    eBay‘s annual media spends are estimated to be Rs 300 million.

    The agency‘s Mumbai office will handle the business.

    Wieden + Kennedy is the incumbent agency on the account.

    Confirming the news to indiantelevision.com, Law & Kenneth chief executive officer and managing partner Anil Nair said: “We are extremely excited at having won the eBay creative duties and look forward to partnering with the brand.”

    eBay India chief marketing officer Kashyap Vadapalli said, “Law & Kenneth impressed us with its understanding of the eBay brand, e-commerce insights, as well as the strong brands they have helped build.”

    In the past, eBay has taken the traditional as well as online route for advertising. In 2007, eBay launched its first TV campaign, consisting of three 20-second commercials along the concept of ‘shop smart‘ through eBay India. These TV commercials were created by RMG Connect, the direct marketing arm of JWT.

    In 2008, eBay used print, outdoor and radio media to expand its market. eBay‘s second TV campaign was released in December 2009 and the ad films comprising this campaign highlighted different offerings that eBay could deliver upon, such as discounts, safe payments, and a wide variety of products.

    Around April 2011, eBay launched its ‘IPL Battle of the Fans‘ Facebook App. eBay also ran an IPL microsite to sell cricketing related merchandise and collectibles.

    In October last year, eBay and Nokia India jointly introduced the eBay India Nokia App that allows shoppers access the website through their mobile phones while on-the-move.

  • MarketWatch names Disney’s Iger as ‘CEO of the Year’

    MarketWatch names Disney’s Iger as ‘CEO of the Year’

    MUMBAI: MarketWatch.com, a wholly-owned subsidiary of Dow Jones & Company and a provider of business news, financial information and analytical tools, has announced that Robert A. Iger, president and chief executive of The Walt Disney Company, has been selected as its “CEO of the Year” for 2006.

    Iger, who was appointed to the post of chief executive on 1 October 2005, was selected by MarketWatch senior editors from a field of five candidates nominated by MarketWatch journalists. The other candidates were Ginger Graham of Amylin Pharmaceuticals Inc., Lawrence Kellner of Continental Airlines Inc., Steve Sanger of General Mills Inc., and Jeffrey Sprecher of IntercontinentalExchange.

    An official release issued stated that Iger was selected based on four criteria: performance for customers over the last year, performance for shareholders, performance for employees and corporate governance initiatives.

    “All of our finalists had outstanding years and the debate over who should win was brisk,” said, MarketWatch.com editor-in-chief David Callaway. “But Bob Iger stood above the rest. Not just for how he helped boost Disney’s share price after several tough years, but for how he mended fences with dissident partners, reformed the management culture, and presided over the $7 billion buyout of Pixar, which arguably returned Disney to its animation roots.”

    Iger’s award will be presented at a ceremony hosted by MarketWatch and Dow Jones editors and executives early in 2007. Past winners include Meg Whitman of eBay, Raymond Mason of Legg Mason and Ed Zander of Motorola, adds the release.

    Separately, MarketWatch announced that Ramesh Pandey of XeChem International Inc. has been named “CEO of the Year” for 2006 by MarketWatch users. Besides participating in a poll, MarketWatch users actively tapped social networking sites, message boards and other viral online tools to encourage voting for their favourite nominees.

  • eBay India and Nasscom launch eBay eCommerce Guide

    eBay India and Nasscom launch eBay eCommerce Guide

    MUMBAI: The online marketplace eBay India and Nasscom (National Association of Software and Services Companies) unveiled the ‘eBay eCommerce Guide’.

    Launched by Nasscom president Kiran Karnik and eBay India Marketplace country manager Gautam Thakar at the Nasscom eCommerce seminar, the eBay eCommerce Guide aims to spread awareness and educate internet users on the various elements of eCommerce.

    According to an official release, the eBay eCommerce Guide spells out the basic business models of eCommerce, benefits to users, profiles of sellers & buyers & industry statistics. In addition, there are chapters on technology trends and resources which will assist consumers in understanding the newer developments in eCommerce.

    eBay eCommerce Guide includes eCommerce – Anytime, Anywhere, Anything Marketplace, eCommerce- Benefit from It, Reach of eCommerce in India, Real People in the e-World, Guidelines for Online Transactions, Technology and Trends, Resources and Guides and Glossary of eCommerce Terms.

    “eCommerce is of growing importance and online market places can be of immense help, especially to the SME sector and rural craftsmen who cannot afford other expensive channels of marketing,” Nasscom Karnik says. “eBay India as a pioneer of a new paradigm of ecommerce into India, has provided a revenue generation platform for thousands of Indians sellers both in India and globally. I congratulate eBay on their initiative of bringing out a eCommerce Guide, and hope that this will encourage even more Indians to adopt eCommerce.”

    The eBay eCommerce Guide is currently being distributed among influencers and media through Nasscom and other industry bodies. To avail a copy, one can mail to mediacentreindia@ebay.com.

  • eBay to add Skype phone link to listings

    eBay to add Skype phone link to listings

    MUMBAI: After paying a whopping $2.6 billion to acquire Skype last year, eBay has announced its first major business plan: to integrate the internet tele-calling service with its customer feedback system.

    Starting 19 June, sellers in 14 selected categories will be able to add a free “Skype Me” button to their listings. Potential buyers, who are looking for more information directly, can then communicate with the seller using voice, text chat, or both through the new facility.

    How does this work? Sellers will be able to embed simple “Skype Me” icons alongside product listing to allow users to contact them using a new feature, “Ask a seller a question.” The feature is free and designed to allow people to answer quick questions before completing specific purchases. When a potential buyer clicks the “Skype Me” button on the Web page, buyers can instantly be put into contact with the seller via a web-based voice call, a text message, or both.

    eBay’s North American auction business president Bill Cobb said in a statement that, the company was set to begin a trial programme on its U.S. site to evaluate how Skype can be used to connect sellers to buyers seeking product information before they buy. “Skype represents a tremendous opportunity for our sellers to connect even more closely with their buyers,” Cobb said.

    Eyebrows were raised when eBay spent such a humungous amount to acquire Skype which had revenues less than $100 million. The recent move provides part of eBay’s strategy as it targets to double Skype’s revenues.

  • Yahoo!, eBay form strategic partnership

    Yahoo!, eBay form strategic partnership

    MUMBAI: Internet powerhouses Yahoo! and eBay today announced a multi-year strategic partnership aimed at taking on the likes of search engine leader Google and Bill Gates’ software giant Microsoft.

    A joint statement issued by the two companies says the partnership is “designed to mutually benefit both companies by better serving their user, merchant, and advertising communities in the US. The agreement consists of four major components in the areas of search and graphical advertising, online payments, a co-branded toolbar, and the opportunity to explore ‘click-to-call’ functionality.”

    Yahoo! and eBay will begin to roll out the initiatives outlined in the agreement this year. This will include a testing phase that will take place over the next several months, with a plan to achieve full implementation in 2007.

    According to the deal, Yahoo will be the exclusive third-party provider of all graphic ads throughout eBay’s auction site. Yahoo! and eBay have also agreed to collaborate on ways to increase the quality and comprehensiveness of Yahoo! Web search results for eBay.com.

    Yahoo has also chosen eBay’s online payment system PayPal to allow its own customers to pay for Yahoo Web services. PayPal will be integrated and promoted as Yahoo!’s payment solution to Yahoo!’s merchants and publishers, which includes the Yahoo! Publisher Network, Yahoo! Search Marketing, Yahoo! Merchant Solutions and other small business services.

    “Our consumers will benefit from the combination of Yahoo! and eBay’s leading technology and services, providing them with one of the best online experiences,” said Yahoo! chairman and CEO Terry Semel. According to Semel, the partnership offers an opportunity to extend the two companies’ sponsored search and graphical advertising reach on the Web,” he added.

    Said Meg Whitman, eBay president and CEO, “Working together, we can create more exposure for our properties, which in turn makes them more valuable to our users.”
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