Zi4 Car Launch Interview Case Study

Instructions:

Please read the below case study and use the data to outline your solutions

You might need to make certain assumptions for your analysis. Please do state these
assumptions clearly

Please create a power point presentation that outlines your solutions and also share
the excel file (should be formatted and easy to understand) with workings

In case of any questions, please do mail or contact the person who forwarded this
case study and they will guide you

Deliverables:

Excel file (should be formatted and easy to understand) with working and all
calculations
Power Point presentation which covers all aspects of the analysis (should include
approach, insights, assumptions and summary)

Evaluation Criteria:
Your solutions will be evaluated on the following parameters:

Understanding of the problem

Exploratory Analysis

Approach and methodology

Quality of the deliverable

Presentation skills

All the Best!

Page 1 of 3

Ogilvy Confidential

Zi4 Car Launch

Background
Zi4 is a new car that has been launched in the Indian market and the client has used various
advertisement types and vendors to run marketing campaigns. The objective of the
campaign is to generate leads, who can then be approached by tele callers to ascertain
interest.
The advertisement type falls under 4 categories and each category has different Offers
1. Brochures (2 offer types) 1. brochure with technical specifications or 2. one with a
360 degree view
2. Online Product Demos (1 offer type) 1. video of the car
3. Expert Reviews (1 offer type) 1. Reviews of the car by Auto experts
4. Mobile - (2 offer type) 1. Online product demo 2. Technical specifications
Each unique combination of Offer Type and Media Vendor is mapped to a unique tactic
code.

Information on data and campaign flow

Each of these tactic codes are followed up by a call from a tele - representative

Offer details - Each unique combination of offer type and media vendor is mapped
to a unique tactic code, Advertisement Types, Offer name, offer type and media
vendor and launch date is available

Responses - If visitors download the brochures, registers for a product demo or has
read the expert review, it is a captured as a response

Leads & Revenue - If any of the responses is qualified as a lead by the tele
representative through any of these tactic codes, it is counted as a VLC (Validated
Lead Count) and its associated value is VLRC (validated lead revenue count)

Costs - Costs are provided at a Customer Segment and Advertisement Types level. E:
VLRC is the ratio of the Spends to the Validated Lead Revenue Count (VLRC)

Page 2 of 3

Ogilvy Confidential

Brief
1. The preliminary tables at customer segment, advertisement and vendor level have
been created by an Intern. As a consultant, you are required to validate the table
and identify errors if any
2. Analyse the given data and identify optimization opportunities, which will guide the
marketing team during the next half of the year
3. Mobile ads were also used to market the new car in the last week of the campaign.
The marketing head is interested in increasing the 2H budget for mobile by 150%.
Would you go ahead with the investment?
4. The Zi4 is a diesel electric hybrid car whose fuel economy is 50% more than the most
fuel efficient car in the market but the on road cost of the same is 40% more than its
diesel competitors. Based on the given data, do you think it is targeted at the right
audience?
5. What strategy will you use to ensure that lead pipeline consists of the right
audience? How would you use expert reviews?
6. If retargeting was used by Autocar on mobile, would you recommend that the
marketing team invest in the same for future campaigns?

Page 3 of 3

Ogilvy Confidential