College Name: SVKM’s NMIMS – Mukesh Patel School of Technology

Management and Engineering (MPSTME), Mumbai.

Team Name: TechMan

Team Members:
MEGHA GOYAL

Email ID: goyalmegha.nmims@gmail.com

SIDDHARTH NARANG

Email ID: siddharthnarang.nmims@gmail.com

AMISHA NIRALA

Email ID: amishanirala.nmims@gmail.com

1. The house renting services has gained popularity with the young renters moving to new cities for
employment and education, hunting for housing options that are affordable and convenient. The
millennial nowadays believes in living independently hence there is a room for the concept co-living to
flourish. These are the prospect customers who are the driving force behind the increasing demand for
co-living spaces. So, in order to make OYO LIFE the 1st choice for professionals/students/women
migrating to a new city, we must consider various factors affecting the choice of the target segment.
We need to understand various questions such as:
• What type of accommodation they prefer: shared or private?
• What lead them to shift from an unorganised shared rentals into co-living spaces?
• What are the budget constraints for the customer?
Location:
• Proximity to workplace
• Public Transportation
• Grocery available
Location • People in and around the area

Affordability
Affordability
• Monthly expenditure
• Value for money
• Budget Constraints

Interiors

Interiors • Comfortable furniture

• Privacy
• Enough washrooms
• Desk or table for work
• Enough storage

Factors Facilities

• Medical Facilities
• Club house
Facilities • Housekeeping
• Laundry
• Wi-Fi
• Air Conditoner

Meals

• Proper breakfast, lunch and

dinner
Meals • Good taste

Community
Community
• Regular event and social
gatherings

Barriers that might stop people from using OYO LIFE:

• Central locations: When considering a rental house, location plays a major role. Hence it is
important to occupy the central locations or locations nearest to the public transports.
• Awareness: If people don’t know about it, they will not consider it at all. Hence proper
awareness through ads, digital media, word of mouth is important
 • Perception: Different people have different perception and since OYO is a brand known for
hotel chain, people might think it will expensive than the competitor
o The company needs to generate awareness about the difference between the two
sectors and its features via different media.
• Roommates: Yes! What type of people are we sharing room with matters a lot. Privacy is
maintained or not, habits etc..
o For this OYO can ask the customer to fill a form where questions related to the
behaviour and habits will be asked to segregate the users to avoid future nuisance.

Oyo can grab the attention in the market purely on its various facilities with the price it upholds. The
major cities have a high cost of living with no extra features. Publicizing the features provided by oyo
will attract the eyes of the customers on a large scale.

Hence the company needs to work on these barrier to convey the message about the affordability
and facilities for choosing OYO LIFE as their first choice.

Customer Proposition:

• Giving them choice to choose the type of accommodation they prefer: Shared or Private
• Ease of moving in and opting out
• Hassle free services
• Facilities like good food, gym, yoga, Zumba etc basically to promote fitness, health and
community.
• Tie ups with various fast food chains like dominos, pizza hut etc. with coupon systems and
added facilities to its OYO LIFE customers would also be an attractive scheme for people as it
would generate a personal relationship with the people.
• Providing a guest house for family member which can bring trust amongst them and they
can visit to see their children without giving much thoughts of accommodation.

Awareness and Considerations:

• Internet plays an important role and has occupied almost all of our prospect targets.
Hence being active on it is crucial step to create awareness.
o Blogs: “Content is the King”
o Social Media: “Content is the King, Design is the Queen”
o Website
o Reviews Feedbacks
o TV and Youtube ads
o Remarketing via google ads
• Banners and Newspapers

2. Visual impact is more powerful than the textual and remains in the minds of the customer for a longer
time. Therefore, an ad that connects with the target segment can attract them 10x times than any
other medium.

The main objective is to create an Ad campaign which will stream on Televisions, YouTube, Banner,
Newspapers and Social Media.

Ad Campaign 1: Hostel Aisa Ghar Jaisa (#HomeAwayFromHome)

Story Board: Hassle-free services, comfort like home, and no more home sickness
 A boy comes back from his college to OYO LIFE and make a video call to his mom
Scene 1
using the high speed Wi-Fi connectivity provided by OYO LIFE.

Scene 2 Mom asks him if he is doing laundry regularly, the bell rings and OYO Laundry service
keeps the laundry. He says with a smile “Ha Maa”.

He goes to the canteen to have dinner, his mom ask “Khana theek se khaa rahe ho
Scene 3 na” he shows the meal plate her and says “Ha Maa”

Scene 4 His Mom ask “ Ab toh ghar ki yaad bhi nhi aati hogi tujhe”. He says with a smile “Ye
bhi toh Ghar jaisa hi hai Maa” and her mom smiles with a comfort and the ad
displays “Ab Ghar Zyada Dur Nahi”

"

Ad Campaign 2: “Sasta Sundar Tikao”

Story Board: A typical Indian mind always searches for something which is Sasta , Sundar and Tikao.

A student’s parent go with him for a rented house hunt with a broker and sees a
Scene 1
house. The house looks amazing, luxurious, spacious but costly. His dad says “ Acha
hai, par Kuch Sasta Dikhao”

Scene 2 Then they go to another apartment which is within their budget but poor interiors
and bad condition. His dad says “ Sasta hai, par Kuch sundar dikhao”

Tired and disappointed, they suddenly read OYO LIFE’s Board in a building and goes
Scene 3
in for enquiry and then is amazement his dad says “ Ye hua na ekdm Sasta, Sundar or
tikao

AD showing the different in the daily life of two girls with one who lives in a flat and other who lives
in OYO LIFE with a timer on both of the lives running simultaneously on the screen making an impact
in the mind of the people.

(7am) The girl who lives in the house got up and started getting ready for work
Scene 1
(7am) The girl who lives in OYO LIFE got up and started to get ready for work

(8am) The girl who lives in the house eats some light easy to make breakfast due to
lack of time
Scene 2
(8am) The girl whol lives in OYO LIFE just got down to eat her breakfast in the cateen
with no hassle of making breakfast for her own and also gave her clothes for wash.
 (7pm) The girll comes back to home and then puts her clother for wash and started
Scene 3 to make her dinner

(7pm) The girl comes home and just relaxes using her own time for different
purposes

Scene 4 (8pm) The girls is busy completing multiple chores of her home like cleaning the
apartment

(8pm) the girl is having fun with her friends or reading a book etc.

(9pm) The girl eats her dinner and then relaxes after it.
Scene 5
(9pm) The girl just goes to the canteen and eats her dinner with no hassle of such as
cleaning and gets more time to spend quality time

Other Channels: For other sources of advertisements such as Banners, the company must start
different campaigns with it so that whenever people see the ad they recognize the brand.
A hoarding consisting of a checklist comparison of various activities that we have to take care of,
that creates hassle in our day to day life when you live in traditional PG or hostel v/s when you opt
for OYO LIFE. #LiveOnYorOwn

Checklist when you live in a flat

Checklist when you live in OYO
1. Electricity Bill life
2. Groceries
3. Rent • Did you eat you dinner????
4. Dry Clean
5. Cleaning
6. Maintainance
7. ……..
8. ……..
9. ……..
Conclusion:
Actions that have to be taken by the company
• From word of mouth surveys amongst the college (NMIMS) students, it was found that the
awareness about the company between the crowds is not known. Hence, promotions and ads
need a boost on various channels
• The hostel accommodations should be at a distance of 1-1.5 kms from the college so that it
attracts the students at large, which currently is not the thing done by the company leading to
becoming a barrier for the company.
• The Social media of the company plays a major role in today world for which according to survey
conducted lacks attraction and traffic, improving the social media is one more factor to reach the
people at large, so the more attractive in terms of catching the consumers attraction, more is the
awareness of the brand. Therefore, an integrated marketing channel approach is to be adopted by
the company in order to reach the target audience in every way possible.