ITS 6012 | Case Submission

Droom: Platform for

Pre-Owned Automobiles

by

Siddharth Kashyap - 22F253

1) What kind of value is brought to the table by Droom and its independent
services ?

Droom is an online marketplace for buying and selling used cars in India. The company offers
a variety of services that are designed to bring value to both buyers and sellers.

For buyers, Droom provides:

• Trust and transparency: Droom conducts a comprehensive inspection of all vehicles

listed on its platform, and provides buyers with access to a wealth of information
about each vehicle, including its history, condition, and pricing. This helps buyers
make informed decisions about which vehicles to purchase.

• Convenience: Droom allows buyers and sellers to complete the entire buying and
selling process online, from finding a vehicle to financing it to arranging delivery. This
saves buyers and sellers time and hassle.

• Affordability: Droom offers a variety of financing options to buyers, making it easier

for them to afford the vehicles they want.

• Wide selection: Droom lists a wide variety of used cars on its platform, giving buyers
a large selection to choose from.

• Expert advice: Droom provides buyers with access to a team of experts who can help
them with the buying process, from finding the right vehicle to financing it.

For sellers, Droom provides:

• Reach: Droom's platform has a large reach, giving sellers the opportunity to expose
their vehicles to a wider audience.

• Convenience: Droom allows sellers to list their vehicles for sale quickly and easily.

• Pricing: Droom provides sellers with access to market data that can help them set a
fair price for their vehicles.

• Marketing: Droom can help sellers market their vehicles through its various
marketing channels.

• Sales support: Droom can provide sellers with sales support, such as assistance with
negotiations and paperwork.

Droom also offers a number of other value-added services, such as:

• Droom certified: Droom certified vehicles have undergone a rigorous inspection

process and meet certain quality standards.
 • Droom Assured: Droom Assured vehicles come with a warranty that protects buyers
from defects.

• Droom Exchange: Droom Exchange is a program that allows buyers to trade in their
old cars for a new one.

Overall, Droom provides value to both buyers and sellers by offering a platform that is
convenient, transparent, and affordable. The company's various services help buyers make
informed decisions and sellers sell their vehicles quickly and easily.

2) Evaluate the reach and yield Droom has achieved through its marketing
efforts.

Droom has achieved a significant reach and yield through its marketing efforts. The company
has a strong online presence, with a website that receives millions of visitors each month.
Droom also has a strong social media presence, with over 10 million followers on Facebook
and Twitter.

Droom's marketing efforts have been effective in reaching a wide audience of potential
buyers and sellers. The company has used a variety of marketing channels, including:

• Search engine marketing: Droom has invested heavily in SEM, which has helped the
company to rank high in search results for relevant keywords.

• Pay-per-click advertising: Droom also uses PPC advertising to reach potential buyers
and sellers. PPC advertising allows Droom to target specific audiences with its ads.

• Social media marketing: Droom has a strong social media presence, and the
company uses its social media channels to reach potential buyers and sellers.

• Content marketing: Droom produces high-quality content, such as blog posts and
videos, that is designed to attract and engage potential buyers and sellers.

• Email marketing: Droom collects email addresses from potential buyers and sellers,
and the company uses email marketing to stay in touch with these users.

Droom's marketing efforts have been effective in generating a positive return on investment
(ROI). The company has seen a significant increase in website traffic and leads as a result of
its marketing efforts. Additionally, the reach and yield that Droom has achieved through its
marketing efforts, the company has also been recognized for its marketing campaigns. In
2018, Droom was awarded the "Best Use of Social Media" award by the Indian Marketing
Association.

Here are some specific examples of Droom's marketing campaigns that have been
successful:
 • In 2017, Droom launched a campaign called "The Great Indian Car Hunt." The
campaign was a contest in which participants could win a new car. The campaign was
successful in generating a lot of buzz and excitement, and it helped to increase brand
awareness for Droom.

• In 2018, Droom launched a campaign called "The Droom Assured Guarantee." The
campaign highlighted the company's commitment to providing quality used cars. The
campaign was successful in generating trust and confidence among potential buyers.

• In 2019, Droom launched a campaign called "The Droom Exchange." The campaign
was a program that allowed buyers to trade in their old cars for a new one. The
campaign was successful in generating interest in the Droom Exchange program.

The company has a strong track record of creating and executing effective marketing
campaigns.

3) Keeping in mind the competitive landscape, recommend a strategy Droom could take to
become an end-to-end online platform and list on the stock exchange.

Droom is a leading online marketplace for buying and selling used cars in India. The company
has a strong track record of growth and innovation, and it is well-positioned to become an
end-to-end online platform.

In order to become an end-to-end online platform, Droom needs to focus on the following
areas:

Expanding its product offerings: Droom currently offers a limited range of products and
services. To become an end-to-end platform, Droom needs to expand its offerings to include
new categories, such as new cars, motorcycles, and spare parts.

Increasing its reach: Droom needs to increase its reach to a wider audience of potential
buyers and sellers. The company can do this by expanding into new markets, such as tier-II
and tier-III cities, and by increasing its marketing efforts.

Improving its customer experience: Droom needs to improve its customer experience by
making the platform more user-friendly and by providing better customer support. The
company can do this by investing in technology and by hiring more customer service
representatives.

Building trust and credibility: Droom needs to continue building trust and credibility with
exisiting & potential buyers and sellers.

In addition to the above, here are some specific strategies that Droom could take to become
an end-to-end online platform and list on the stock exchange:
 • Partner with OEMs: Droom could partner with original equipment manufacturers to
offer new cars on its platform. This would allow Droom to reach a wider audience of
potential buyers and it would also help the company to generate more revenue.

• Launch its own financing arm: Droom could launch its own financing arm to offer
loans to buyers of used cars. This would make it easier for buyers to finance their
purchases and it would also help Droom to generate more revenue.

• Expand into new markets: Droom could expand into new markets, such as Southeast
Asia and Africa. This would allow the company to reach a wider audience of potential
buyers and sellers and it would also help the company to grow its business.

• Invest in technology: Droom could invest in technology to improve the platform's

functionality and user experience. This would make the platform more attractive to
potential buyers and sellers and it would also help Droom to differentiate itself from
its competitors.

These are just a few strategies that Droom could take to become an end-to-end online
platform and list on the stock exchange. The company has a strong track record of growth
and innovation, and it is well-positioned to achieve its goals.