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Swayam Siddhi College of Management and Research
Topic: Consumer Tech on Tier – 2 Trek
Subject : Soft Skills
Submitted to: Professor

Preeti Hemant Bharade 6015
Shalini Pal 6115
Muzammil Quraishi 6131
Urmila Kamble 6066
Zaheer Khan 6080
Prasad Chaudhary 6023
Virendra kumar chaudhari 6022
Sandhya K. 6068
Priyanka N 6114

“ New age app-based marketers are playing by some of the
oldest rules in the marketing handbook’’.
- By Shephali Bhatt

Consumer Tech on Tier – 2 Trek

• Tier – 2 Trek arise when Tier – 1 Trek are unable to
reach the customers.
• Tier – 2 Trek is the medium to reach the consumers
by doing detail investigation by experts about a
particular area, market, etc. And then doing tie ups
with Retail Kirana stores, Merchants , and restaurants
in order to reach the customers in the remote areas.

• The nature of Tier 2 queries may range from
advanced features, product bugs or failures. The
task here is to diagnose and resolve issues
related to these applications and components
by:
1. Understanding the environment in which the
customer operates and funnel it to the specific
problems.
2. Undertaking simulation checks in a lab, if the
problem remains untraceable.

• Tier – 2 cities are not aware of the offering made by different
online apps like Amazon, Flip cart, Make my Trip etc. Even
when digital marketing is very strong.
• So are unable to utilise the offerings made by the online apps.

• Online apps like Make my Trip, Amazon, etc. are using
traditional technics bu doing tie ups with restaurants, Kirana
stores, opening retail franchise stores to push its sales of hotels &
holiday packages , etc. in remote areas to reach its customers.

• Pin codes where given to different tier 2 – 3 cities in order in
deliver products to consumers available anywhere in India
country.
• Which gave consumers wide range of selection of areas for delivering products.
Which happen due to use of ecommerce.
• But to problem was many tier-2 cities didn’t had pin codes.
• So Amazon, Flip Cart, etc. Apps did tie ups with Department of Posts , etc.
to reach the tier-2 cities customers.

• Clear trip app Company in order to reach the tier-2 cities customers &
increase its volume of transactions introduce train booking facilities in
its mobile apps.
• According to interest of customers by introducing a section called
activities for app only. Which contain listing of things to do, food to
eat, in a user’ place of interest.
• To led this Transactions possible they did tie ups in vendors on
commission basis in tier-2 cities in order to fulfill its customers
demands.

• Currently, less than 5% of Zomato's overall revenue and 10%-15% of
its entire traffic comes from Tier-2 cities. The food-ordering app is
not actively looking to monetise all Tier-2 cities, says Pramod Rao,
SVP of growth at Zomato.
• But his operations team is constantly meeting merchants and
restaurants in these areas. And when they leave, they don't shy
away from slapping a Zomato sticker on the front door.
• "Since digital doesn't work there, we have to largely rely on word-
of-mouth and community-driven marketing," he says. With online
ad blocking getting stronger by the day, maybe other players too
will have to resort to the good old BTL ways.

• For someone in the aggregation business like Book my show, the
Tier-2 challenge is two-pronged. It has to increase supply (of movie
listings) and solve the no-cash-payment problem from the
consumer's side.
• Over the last year and a half, Book my show has built a team led by
seniors from the cinema business who've taken the single-screen
tieups from 200 to 1000. But how were they to conquer the abysmal
percentage of online transactions?

• By leveraging kirana stores, what else. "We are in the process of
launching kirana-store led recharge scheme for users in at least 10
pilot cities of the Tier-2 market.
• These kirana shops (that also provide mobile recharges) will
provide top-ups to Book my show wal let holders," says Marzdi
Kalianiwala, VP - business intelligence, Book my show.
• Now to see how successful the feat of creating access to those who
don't have digital spending power turns out to be.

• Users from Tier-2,3 cities send a missed call to Quikr's call centre
and explain their requirement and skills.
• In the last three months of tracking the potential of this approach
in these cities, Quikr Jobs has seen the number of missed calls grow
three times.

• Use the power of Kirana store to build a cost-effective supply chain.
• Here, post offices became Amazon India's Kirana stores, the
postman its ‘Chotu' aka delivery boy.

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Consumer Tech on Tier – 2 Trek

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