CRUNCH- A PLATFORM FOR TALENTS

RIDHIMA BHASIN

BA (J&MC), ASCO
ENROLLMENT NOA2079815172

AMITY UNIVERSITY

Acknowledgment
Though I had to face a few difficulties in doing this report, still I
enjoyed doing it. Firstly, I would like to thank my mentor, Mr.
Amite Kumar Dutta for his continuous support and
encouragement.
Secondly, I would like to thank my parents for their help and
advice throughout this work. Without them it wouldnt have
been possible.
Last but not the least, I would like to thank my friends for their
support, this work has been extremely enriching in knowledge
and experiencing, and I learnt a lot from it.

What is Crunch?
Crunch is a Marketplace for Talented Individuals.
Or, Just as you go onto the Google Play-Store / App
Store to download apps. Similarly, Here you go
onto Crunch to subscribe to peoples talents.
So, What? Does it make any difference?
Of-Course, It does! That means we have the Firstmover advantage. And this means that when we
launch Crunch , the whole world would be eyeing
on us. Well that sounds flashy. So, to put things in
perspective , We will be getting all the PR and the
attention from Media. And Since, Its a completely
new idea that means We would be getting massive
traction early on. (Remember the Prisma craze?)
Okay!, So how exactly Crunch works?
Crunch works on two broad genres or markets:
1) Influencer Marketing
2) Content Marketing - Curation & Creation
Why Crunch is needed?
Because Influential Marketing is the next big thing
and there is no disciplined way to tap into the

market. And Secondly, Ex: Lakme instead of

spending 4 crores on signing Alia Bhatt or Katrina
Kaif ; They wanna use that money to hire / consult
bloggers for the services. Why? Because the
subscribers on Crunch would be 98% genuine and
our platform enhances precision. Okay, so that
means that your subscribers are loyal to you. And
even if you post anything stupid8 your subscribers
would religiously accept it. So, Sub-consciously
youre promoting the brand. Thirdly, Brands don't
know what Content marketing is? And neither do
you. Thats where Crunch steps in.
One minute, Hows it different from
Instagram?
Nice Question! We will answer this question in one
line: Instagram is all about followers and Crunch is
all about how many people you actually reach.
Confused? Okay so Example time:
Aisha and Bhavya started their fashion pages on
Instagram. Aisha copied content from International
Fashionistas and worked on them while Bhavya
researched and created content well suited for
Indians. After few months, Both of them had 100k
followers BUT on Aishas post there were on an
average 100-200 likes whereas Bhavyas posts had
3-4k likes. But how? Because Aisha bought
followers while Bhavya worked hard and lured

people by making exclusive content. Secondly,

Instagram doesnt pays you until you have 2-3lakh
fake or real followers. So, this undermines the real
talent which is coming through because they get
disheartened. Thirdly, Instagram is a Social app ; It
is not meant for discovery of new talents. Whereas
on Crunch, You are competing with all other (You
compete locally , zonally and Internationally).
The benefit is:
A) You work hard to make your content stand out.
As we focus on content not on Numbers.
B) It becomes easy for Big
Fashion/Food/Photography companies to find you.
C) You don't use gazillion hashtags to get likes
instead you focus on Content and you promote on
your social handles.
D) Instagram doesnt pay you but on Crunch, If
you have really good content; We make sure that
not only you get paid but You also make long-term
relationships with them.
E) Crunch is Global. Now, If youre a fashion
blogger in Delhi there are 98% chances that youll
get discovered , 10% chances that youll get
discovered in Mumbai and 0.001% chance that
youll get discovered in NY. But on Crunch, Its a
marketplace. And everything works in an organized

manner. People can simply choose the genres and

see whos the best or the upcoming talent in a
particular genre.
F) Instagrams Stories feature has irritated people
and they are unfollowing pages because theres
too much content to consume.
G) Crunch has an AMA platform where you can
engage with your subscribers and get LIVE video
feedback instead of going through 100-200
comments.
The Crunchs Role
Our role is that of a mediator. Let me explain you.
At Crunch, We make a database of every user on
our platform. Like we have data for Aisha, Data as
in: How many posts she is doing , What are the
average likes , Quality of content and so on. AND,
We take all this data to companies and we pitch
your portfolio to them. Then, according to their
needs ; they start paying you.
How it works?
A) You get selected by a Brand based on your
Analytics.
B) They get you in a contract of 4-6 months ;
Where in youll be a Influential Ambassador for
them.

C) You work with them and do sponsored posts and

videos.
D) You and our marketing team work together and
we tell you when to post , how to post.
E) If you gain good early traction, We will cover
your basic costs like: photoshoots , commute , setup
F) Brands may also hire you for Content marketing
services where-in ; you would be advising their
team on Content Creation / Curation. So, Basically:
You get paid for your work. And it works like
YouTube
. Factors which influence your earning (In the order
of highest priority) are:
1) Content
2) How many people engage with your content
3) Responsiveness to your Subscribers queries
4) How you promote the content on your social
media handles
5) How professional you are with the brands ; We
connect you with.
6) Lastly, the number of subscribers.
So, remember: Content >> No.of Subscribers.
Because, 1,000 subscribers with an average of
500-700 likes >>more valuable >>10,000

subscribers with an average 1000 likes. All the

Brands follow one mantra: Precision Beats Power,
Period!
What is the bigger picture?
Crunch can be defined as a Global competition
arena where you compete with people of your
interest and the best part is that the World has
eyes on you. Your work isnt limited to FB likes or
Twitter followers or to Delhi/Mumbai but Instead
any random guy in Texas can subscribe to your
work. This has never been done before and that
excites me even more. Just like you use Google
Search to search for articles Similarly, You use
Crunch to search and explore talents. And instead
of chasing Pokemons ; You can chase your dreams
for real!
Genres which we are working with:
1) Food
2) Photography
3) Fashion & Beauty
4) Events (Live & Passive Event coverage)
5) AMA (Ask me anything) Sessions
6) Entrepreneurship
7) Health & Fitness

8) SnapNews - Gives News in short, crisp bullet

points
9) Social Cause - Allowing the common people to
express, amplify and disrupt.
10) Viral Video

SITUATION ANALYSIS:
1.MARKET AUDIT
1.1) The actual market size is among the
youth, specially bloggers of different genres,
mentioned above and the various
organizations who are looking for good
talents across the globe, and we hope to
reach the same potential.

TAM or Total Available Market is the total market demand

for a product or service. Here it is across the globe.
SAM or Serviceable Available Market is the segment of
the TAM targeted by your products and services which is
within your geographical reach. In India we have a good
market of 23% of the blogging community.
SOM or Serviceable Obtainable Market is the portion of
SAM that you can capture. Here, we have a SOM of 8%.

Strengths:
1. Content oriented and not on numbers.
2. Wider arena for fashion, food,
photography companies to find the perfect
talent.
3. Good content gets paid unlike,
Instagram.
4. Crunch is global, thus the talent is
recognized internationally.
5. Crunch has AMA (ASK ME ANYTHING)
platform and live video feedback, so you
don't have to scroll down through 100-200
comments.
Weaknesses:
1. Main focus is on influential marketing,
especially when it is yet to be launched.
2. There could be a lack in content, as it is
purely content based.

opportunities:
1. Crunch provides a lot of opportunities to
the upcoming talents.
2. Based on the user's social handles, thus
away from cyber crimes.
3. Provides organizations or other
established brands in the industry, like
Nike etch. to find the perfect talent for
them to portray expensing less on the
celebrities.

Threats:
1. It might take time to people to settle in
something new.
2. Competitors like Instagram, provide a
good number, which attracts people and is
globally authorized .

Figure 1 SWOT ANALYSIS

MAJOR COMMUNICATION OBJECTIVES OR

TAGLINE:
You use crunch to search and explore talents,
thus, instead of chasing POKEMONS; you can
chase your REAL DREAMS!
It is a search engine for talents!
TARGET AUDIENCE:
1.Age- 15-45
2.Working class organizations looking for
bloggers etch. to let the market know about
their products.
3.Non-working class- students and fresher
interested in blogging or coming up with their
talents.
4.Region specific- all over the globe.
5.Income- any.

MEDIA SELECTION:
1)
Digital media
1.1) Social networking sites
1.2)Facebook
1.3)Instagram
2)
News media.
3)
Print ads
3.1) specially, flyers.

BUDGET:
The advertising budget of crunch is $2 million
which is 13,36,87,900 rupees.

ADVERTISING BUDGET OF CRUNCH.

1.2
1.4

3.2

Social advertising

digital advertising

8.2

search advertising

Figure 2 ADVERTISING BUDGET

print materials

PRODUCTION BUDGET:

ADVERTISING STRATEGIES OF CRUNCH:

1.It solves the biggest need of hunting the
talents and moreover to provide a platform to
those who really have talents and be a
resource in our society.
2.A PDF file of the introductory pages about
crunch that is page no.- will be formulated to
the aspiring bloggers.
3.The mode of hiring them and getting paid by
the respective genre of brands will convince
them to use CRUNCH.
STRATEGY SELECTION OUTLINE:
1) Product category definition
- It definitely is a value for money brand. As the
organizations dont have to pay extra amounts
to the celebrities to endorse their products as
they have fresh talents with the help of crunch
with effective contents for their market and the
bloggers are not paid less for the same either.
- Premium or international brands.
- All national brands with advertising and retail
pressures.
2)
-

TARGET GROUP:
Adults 25-40
Youth- 15-24
Single- 72%
Married- 8%

3) MESSAGE ELEMENTA search engine for talents, chase your real

dreams! CRUNCH.

ADVERTISING FUNDAMENTALS of
CRUNCH:

1.Logo-

This is the logo for CRUNCH, completely desi

so it gives a beat in the international market
along with an Indian technological
reputation.

ADVERTISING APPROACHES-

There are various advertising approaches like1.Generic approach

2.USP approach
3.Band image approach
4.Positioning approach
5.Preemptive claim approach
6.Resonance approach
7.Affective approach.
For CRUNCH we have used affective approach
by creating an emotional appeal.
An emotional appeal could be
1.Affection
2.Comfort
3.Fear
4.Happiness
5.Love
6.Safety
7.Self esteem
8.Adventure

CREATIVE BRIEF

Date:
Brand:
Job:
Background:
The problem:
Campaign objective:
Target group:
Task:
Tone:
Creative mandatory:
Creative deliverables:
Deadline:

6/02/2015
CRUNCH
Create print ads, flyers,
and TVCs
Social networking
To reach the masses
Primary TA, secondary
TA
Search network, display
network.
Logo, images, taglines.
12/02/2015

PRINT ADVERTISEMENT FOR CRUNCH:

LETS HIT THE REALITY ALTOGETHER, WE PRESENT YOU THE DREAME COME TRUE:
FIRST TIME EVER IN HISTORY,

A SEARCH ENGINE FOR

TALENTS

HOW
DREAMS INSTEAD
A
OPPORTUNITIES ON YOUR SMARTPHONE.

AVAILABLE ON: APP STORE.

-ANDROID
- IOS
-WINDOWS.

ABOUT CHASING THE REAL

POKEMONS?
PLATFORM FOR AN AMPLE