SEGMENTATION:Urban Indian, who can access internet, Kitsch product lovers, Online shoppers.

TARGETTING:Designs that appeal age group between 18-35.Working ProfessionalsCollege students.

POSITIONING :LIFE STYLE BRAND

Product line with 7 categories

Competitive Pricing

Social Media

Customer Analysis

• Chumbaks Target is the urban Indian Youth, who want to be associated with cool tag. “We hear from our customers that if you’re young and you don’t know about Chumbak, it’s uncool”, says Mr. Prabhakar CEO.

• What do they buy – Lifestyle Products • Where do they buy- Online, kiosks, Chumbak stores• When do they buy – impulsive, festive, special

occasions, sale.• How do they choose – Indian-ness, creative, cool,

BRAND.

Marketing Communication

LIFESTYLE BRAND

Objectives:• Chumbak uses Facebook as its sole

marketing channel to:• Build a community of users who are

passionate about the brand• Drive awareness of product lines• Announce new product launches• Crowdsource ideas for new products

Execution

– Chumbak created a Facebook Page that is very vibrant and resonates well with its brand personality.

– Cover picture is updated regularly with theme of its latest product line

– Profile photo depicts the newest product– Respond to queries, and for customer service– Hold contests and crowdsource ideas for new

launches

• The company uses Facebook Ads to:– Get users engaged with the brand– Drive new connections to the Page– Increase traffic to its product catalogue– Drive users to the “Brand New!” tab for a sneak

peek at the latest range of products– Promote special offers and discounts

BUDGET AND ANALYSIS– 25% of online revenue comes from Facebook, with

a very high degree of repeat purchases among Page fans

– 5X ROI on total advertising spend with Facebook– 30%-40%of website traffic comes from Facebook– Chumbak has only Digital Marketing Budget and

spends up to 15- 20 lakh on Facebook per year

• According to data from Facebook, Chumbak generates 35% of its online revenue via Facebook; 38% of its website traffic comes from the site, too is from Facebook Ads.

• Majority of the digital marketing budget is spent on FB

• While the rest is spent on advertising on Google using ad words, display and search ads. Chumbak also does a lot of videos on Instagram owing to the nature of our products

NEW STRATEGIES

• Strategies for Advertising :1. YouTube2. Print3. Point of sales – exhibitions and kiosks• Sales Promotion1. Coupons on combination products

• Interactive Marketing1. Customized products2. Mobile App 3. Kiosks at airports with interactive banners