Welcome to the segment, The Targeted Consumer Mini VSA Module. In this segment, we'll talk about how to link your target consumer behavior and you marketing vision strategy in action. The VSA that we learned of before, that's an overarching VSA. And inside that overarching VSA you'll find these more individual VSA. What I call Mini VSA Module. So you can think of this as almost like being a Lego toy. Where you have these building blocks. And so you have to form these blocks with things like marketing research. With segmentation targeting and positioning, and here with the consumer behavior. So we still have to keep to that paradigm of vision, strategy and action, even though we're focused much more on consumer behavior. And as in the segment on VSA, the key criterion of measuring whether or not a VSA is good, is alignment. Okay, so this is what it looks like. And we see that even though it doesn't say vision at the top level, we have Major Targeted Consumer Response. And these are the kinds of responses that we want to obtain from our target consumer. It could be sales, or sales related like, responses on the part of consumers. Sales related like, preference. Then you have the mid sort of underlying level constructs, and this is much more of an kind of understanding. Whereas, maybe, the targeted responses were at the surface, we have to know what drive these kinds of responses. Things like awareness. Things like consideration set. So put your consumer behavior learning to good use here. These are much more of the hidden kind of constructs. And at the bottom ground level, this is where of course we have to align this with the kind of marketing actions that we can take. The four P's, it pertains to product, price, promotion or very specific advertising. So let's think about this mini consumer behavior VSA in the context of a specific company. The company called Flipkart India. It's an eCommerce company, founded in 2007 and along with Snapdeal they're outpacing giants like Amazon in India. And their targeted gross merchandise value in 2015 is 8 billion. And they've become very aggressive marketers, such as holding a so-called big billion day sale. And last year on that day they recorded over 100 million in sales, on just one single day. Thanks to my marketing science students, Tadun, Natasha, Boon lon and Robin, who proposed this targeted consumer Mini VSA for Flipkart. And there are many details involved, but again, they have targeted key consumer responses. And the biggest takeaway here is that even though this is an online concern, they want to encourage people to experience this offline. So it's not just online through which consumers respond, it could be offline as well. And they have targeted other responses, of course that they buy it through Flipkart. And so this vision of course, has to be tied with what drives that beneath the surface. And so especially with online, they want to actually use offline. A physical store presence to make people experience that. So it's really about inter-category definition of how people frame the problem. So problem definition here may be the key construct at play. And the way to educate people, and the keyword here is educate, may be also offline as well. And this all gets to the fact that even though India has the third largest Internet users in absolute numbers. In terms of the percentage of household that have access to the Internet, that is still very, very low. So again, even those this is in an online concern, a lot of the marketing in fact is offline, including maybe media. But again, a lot of the other components are much more high tech. Okay, so this is just a summary of my comments on their proposal. So you can think of this is almost being a flipped kind of O2O, which stands for online to offline, and this actually more offline to online. And it gets at how primary demand, the inter-category competition is between offline retailing and online retailing. And because, again, many people haven't experienced online retailing before, the proposal here recommends that they can do that through offline stores. And that's akin to omnichannels, such as banks here in Korea, that use a virtual teller. So you can go to a bank, and you can interact with the teller, even though he or she is not there. There is a sense of familiarity that eases you in, into your new experience of doing something offline. Such as asking for a loan, which you can actually do through these offline combination, online, O2O omnichannels. So there is this sequence of taking care of primary demand first, and then selective demand. So why the selective demand issue. That can be taken care of after you solve the offline problem like. And the biggest game changer maybe, here, maybe that mCommerce, even in India, can supersede eCommerce. The fact that everyone, not everyone yet, but soon everyone will have a smartphone implies that maybe you can go straight to mCommerce. Why? Because mobile communication is a sort of a built-in infrastructure. It's a ready to use infrastructure on the part of consumers.
