INSTITUTE NAME - JK LAKSHMIPAT UNIVERSITY, JAIPUR

TEAM NAME - THE INITATORS

TEAM MEMBERS - KARAN SHARMA
- AYUSHI JASORIA
 Strategy to achieve overall target of 10x
growth in the next 1 year

How to make OYO LIFE the 1st

choice for the “Target Customer”

“Big Business Idea” which can help OYO

LIFE grow at an accelerated pace
Internal Factor Evaluation (IFE)

Internal factors/Core competencies on which OYO leads the market

• Market Share (OYO boasts 1,25,000 rooms at its hotels in India, larger than any other rival)
• Brand Awareness (Almost everyone from the age group of 18-40 knows OYO as a brand)
• Operations Competency (8,700+ assets in India are managed by OYO)
• Largest selling brand on almost all major 3rd Party Online Travel Agents (OTAs)

External Factor Evaluation (EFE)

• Growing concerns about safety: Today there is negative imagery of unsafe stays and the number of
cases of harassment is on an increase. Though Oyo does not guarantee safety at any point in time
for its hotels they have a moral commitment to ensure that no such untoward incidents happen.
• Competition: With lowered barriers to entry, every new entrepreneur is looking at aggregating
services. There are a lot of online portals like goibibo, trivago, MakeMyTrip etc which offer a varied
gamut of services similar to Oyo.
• Tight margins: Hotels that are on a tie-up with Oyo can also loop in other agents
• Increasing demand for Co-living spaces : As, more and more people are moving form rural setting to
urban area’s in need for jobs and education. There is a demand to be fulfilled by the service
providers (Oyo)
Brand Perception:
As per the research done by us among “150 College students and 80 Working professionals (both Males and Female,
Students and Professionals)”. The problems/issues faced by the respondents are as below:

Problems:
• Positioning: Oyo have introduced different products like (Oyo Townhouse, Sliver Key, Homes, Oyo Life, Collection O,
Capital O etc.) for different group of target customers. But there is a lack of clearly positioning the right product in the
mind of the right customer. As, majority of respondents were confused to choose between the variety of products.
• Because Oyo is perceived to be a brand only for youngsters & couples, families don’t prefer to book hotels and rooms
from OYO and choose competitors like MMT, Treebo.
• There is a lack of emotional attachment with the brand. Majority of respondents only remember the brand for offering
rooms at affordable prices and not for the experience and quality.
• There is lack of awareness among the target customers about the product portfolio and benefits of those products
offered by Oyo.
• Oyo is majorly considered a leader in providing rooms and not for Co-living spaces. Majority of respondents didn’t new
about such kind of service being provided by Oyo (Lack of marketing and promotion for the specific product in the
market)
• Oyo also ranked below its competitors in terms of effectively managing SEM & SEO. As it ranks below its competitors on
the web when searched by the respondents for Co-living spaces, Rooms and places to stay near by. Magic bricks tops the
list.
 Customer Insights (Choices | Barriers)
Females (Students & Professionals) Males (Students & Professionals)
Majority of Women (including students and working professionals) ➢ Majority of male respondents prefer budgetary Co-living
respondents prefer a co-living space were there are:
spaces
➢ No concerns of safety, security & timings, People living in co-living ➢ Male respondents are comfortable with locations as
spaces are educated and professional (provides privacy) compared to female respondents.
➢ In case of Girls even parents does not consider money much, ➢ Male respondents prioritize rent, amenities and facilities
priority is safety & security being provided in the space.
➢ Males also prefer spaces with flexible payments of rents
➢ College students(Girls) are not comfortable in paying equal to the
or credit payments of rents.
working women. Thus prefer budgetary. Safety and facilities are
their priority ➢ Males prefer spaces with no interference of landlords.
➢ As, majority of working male professionals owns a
➢ Females prefer a Co-living space with majority/only Females vehicle and prefer spaces with parking area’s.
living in the property (due to safety concerns). This differs in case
of females who are in relationships
➢ Females prefer a living space near to a market and other major
locations in the area.
➢ Property near to the major corporate area’s is also preferred by
working women’s (like DLF phase - I,II,III in Gurugram are
preferred by working professionals and students due to less
travel time and cost to reach to the office. As majority of offices
are located in that area)
STRATEGY
• Needs to spread a value of Safety majorly among (Working Women’s and College Girls) and Quality & Service among (All the
target set of customers) to leverage the existing brand value of OYO for providing Affordable rooms and spaces through:
• Promoting safety & security measures taken by Oyo – 24*7 centralized security cameras in living spaces, Watchman’s
etc.
• A message of “We Care” must be spread.
• Collaboration with Colleges and Corporate offices for providing Co-living spaces for their newly joined or existing students and
employees can be a great move through which OYO can directly reach out to the target group of customers.
• Collaboration with potential partners like Zomato, Swiggy, OLA etc. who’s product and services are regularly being used by the
Target group of customers through which remarketing can be done among the target group of customers.
• Online/Offline Promotional Activities to differentiate Oyo from its competitors like –
• Free night meal at all Oyo Co-Living spaces (As, food is one of the biggest expenses of all the target customers)
• Pay rent for 3 months in advance and get 50% off on rent for 4Th month.
• Aggressively running Social Media Campaigns that hits the Deep sentiments of the target customers (delivering a message that OYO is the
best choice for affordable and Quality Co-Living Spaces that provides best, reliable and safest property in the best price)
• Offline marketing campaigns at locations where the target set of customers can easily be accessed like – Metro Stations in
major metro cities, Bootcamps at Corporate offices, Malls, Bar and Restaurants.
• Marketing Campaigns specifically for Educating and acknowledging the customers about the benefits of Oyo Co-living spaces
and differentiating it from its competitors by majorly focusing on Women's and promoting – Safety & Reliability. As Oyo is
already known for affordability and if once Oyo is perceived safe for women's automatically it will be perceived safe for males.
Big Business Idea
• Initially Oyo should focus on aggressively promoting itself for providing Co-living spaces by marketing the
➢ Usp’s and key differentiating factors
• Collaborate with Corporate offices & Colleges in the area for establishing direct reach to the target
customers (Working professionals, Students). It will help in targeting a new set of customers - Visiting
Facilities, Guests and Corporate Guest frequently moving from one place to other cities and states for
offering our premium products and services like Town house, Collection O and Capital O. As this product
segment offers superior Quality at affordable price.
• It will also help in word of mouth promotion by professionals and students and it can be a strategy to
increase the life cycle of a customer by targeting retaining a customer form a younger age (Students moving
from one state/city to other will be the future professionals and working individuals and can also be targeted
for Oyo Homes and Flat’s)
• It can be way to improve the Brand positing by becoming a brand offering services for different customer’s in
different segments and verticals.
• Marketing campaigns for acknowledging and upgrading customers about the product portfolio and offerings.
• Running social media promotions which advertises ads caring a message of “OYO for all”.