A. Pre-Face
The popularity and acceptability of films like Oh My God and P.K. are posing threats to business models like these. Hence, to sustain and succeed with an online model like Where’s My Pandit, it is essential to increase consumer awareness about: –    Importance of Indian Culture and the traditions that we follow Understanding of the rituals and pooja that are essential and required at different facets of life Wheresmypandit.com – it’s functioning, it’s offering and various services that it additionally provides To accomplish the objectives stated above and to make more consumer engagement we have thought of student-company involvement plan, which we have described in the following section. This solution will also address issues like increasing the target consumer database, market spread, awareness about the business model, social engagements at the company’s Facebook page and blog.

B. Summer Engagement Program – SEP
WMP should visit the campuses across Mumbai and should look for 100-150 students for an Engagement Program in summers. Students should first undergo training on understanding the product offerings and services of WMP. They should be divided in to groups of ten and hence should be assigned a geographical area in Mumbai based on their availability and convenience. The whole SEP can be divided into following phases:  On the very first day of their visit, to their allocated areas, they will perform a street play, more commonly known as ‘Nukkad Natak’, at public places near their allocated place based on the theme of awareness of rituals and pooja that we do at home and the importance they carry. Nukkad Natak will aid in building the brand image  The theme for the whole activity is to instigate a feeling of “bhagwan hai”, - God exists, and how beautiful is the gift of life that he has given. These prayers and pooja are a way of showing gratitude to God

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Hence, from the same step, make the visitors understand the business model of WMP, by distributing the pamphlets of WMP Hence, now the task is to try to collect information from the residences. Ask them for a free subscription to the newsletter of WMP and thus try to convert as many subscription as possible. These subscriptions would help WMP increase their visibility and the mailers might help convert a transaction

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If there are 12 teams of 10 students, they cover 2 areas in one week per team, then per week 24 areas can be covered and in a span of two months of SEP (Summer Engagement Program) more than 200 areas can be covered i.e. Mumbai City can be covered majorly

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All the students will also have to change their Facebook profile picture, during the course of the SEP, and keep WMP’s logo there and share the updates from WMP’s Facebook page

I.

Cost to Company
       200 (areas) * 1000 (leaflets) * 0.05 Rs (at max) = Rs. 10,000/120 (students) * 150 (train pass) * 2 months = Rs. 36,000/12 (teams) * 4 (banners) * 220 (per banner) = Rs. 10,560/12 (teams) * 200 (Stationery Costs) = Rs. 2,400/120 (students) * 10 (per certificate) = Rs. 1,200/Miscellaneous Expenses = Rs. 20,000/- (for operational emergencies like medical problems, stationery overheads) Total cost = Rs. 80,160/-

II.

Return on Investment
Intangible  A very economic and cost-effective way of reaching out to the entire Mumbai city    Increase in awareness and top of mind recall due to the “Nukkad Natak” activity Increased word of mouth publicity Also, more turn up on Facebook and website due to sharing of videos of engagement activities like “Nukkad Natak” and public gathering activities

Tangible  2,07,00,000 (Mumbai’s Population) * 0.02 (Very pessimistic reach – i.e. we reach only 2% of entire population) = 4,14,000 (People reached) * 0.02 (Only 2 percent of people reached, turn up to our website) = 8,280 (people turned up on website) * 0.02 (only 2 percent of people who turn up, will try WMP services) = 165 (people try WMP) * 700 (Minimum Average Charge for WMP services) = Rs. 1,15,920/- (which is 45% more than the investment of the project)  These above figures are very pessimistic and does not consider factors like, 120 students who are part of the program may also convert their families and extended families for WMP services through word of mouth and Facebook engagement

III.

Future Scopes
  165 (minimum converted people) + 120 (Internship Students) will increase the word of mouth publicity among the Mumbaikars Also, tie ups with cultural groups at different colleges or different communities for the performance of “Nukkad Natak”, will help increase awareness and spread the brand name