Ebay India Marketing Campaign : Lowest Price Challenge

EBay India one of the largest e commerce stores in India has launched a price challenge an age old marketing trick wherein they are challeng...

EBay India one of the largest e commerce stores in India has launched a price challenge an age old marketing trick wherein they are challenging people to find prices lower than those advertised by eBay India. The challenge is focused on a select range of gadgets, including mobile handsets, MP3 players and digital cameras.
Target Segment
Most young Indian men are passionate about three things women, cars/bikes and gadgets . This campaign is targeted at tech savvy young men who take an interest in gadgets and reside in the top 10 metros of the country.Men in the age group of 18-35 years account for 70-75 per cent of the traffic on eBay. The site claims that men prefer buying gadgets, while women prefer buying jewelery from the site.
According to afaqs eBay will use outdoor extensively in cities such as Lucknow, Coimbatore, Pune, Bengaluru, Hyderabad and Chennai while Radio advertising will be used in Delhi, Mumbai, Bengaluru, Chennai and Hyderabad. While it will also use display advertising across major portals such as Yahoo.co.in and Rediff.com. Search marketing will also be used.
Very recently Subhiksha used a TV campaign to highlight lowest prices for mobiles and they pulled it off quite well and that might have been motivation for EBay to launch this campaign. Indians being so price conscious I am sure this one month long campaign is definitely going to give eBay a good boost. If you are going to go for this campaign do keep a look out for Terms and Conditions wherein lies the catch
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