8. Quick Brief Recap
BRIEF RECAP FOR DUROFLEX
Brand USP
50+ Years of Trust, Innovative and Research backed, Aspirational, Superior quality NHA / Doctor recommended Duropedic range |
Duroflex will complete 60 years in 2023.
Target definition
Demographics: 25-45, SEC AB | Predominantly Family Audience / Married Couples / Urban / Affluent Audience
InMarket: Mattress, Beds & Bed Frames
Affinity / Interests: Avid News Readers, Business Professionals / Business Travelers, Cooking Enthusiasts, Early Tech Adopters & Home Furnishing / Home Décor
Life Events: Ortho Issues, Getting Married / Newly Married, Buying a new home (1 Cr & Above) & Moving to a new city
Path to purchase (Volume)
Buying is lead up to life events like wedding, ortho issues, new home/city. Consumer motivation is to improve overall health, & lifestyle which was accelerated by COVID.
Sales and Market share data
South Market (APTS, KA, TN & KL) contributes around 70% of the overall sales
Rest of India (ROI) Market contributes around 30% of the overall sales
Majorly the category is driven by planned purchases, that is done during key festive ocassions or major life events.
Average Product Price and Average
Order Value
Rs. 18,000
Key Markets & Plan for FY23-24
In South, we are currently at 3rd position in terms of market share and the aim is to be the market leader. For the FY23-24, the objective is to grow the APTS & KL market
further followed by KA & TN.
For ROI, have added the focus cities in a separate sheet. For the FY23-24, the objective is to increase the sales contribution from 30% to 40%.
Marketing Objective (What Task Is
To Be Accomplished)
Elevate the brand's 'Share of Voice' substanstially to drive Awareness & Consideration metrics.
Key Performance Indicators (KPIs) Sales - Top Line | Unique Reach | Duroflex Brand Search Volume on Google | Website Sessions | Duroflex Experience Centre Footfalls
Digital Branding Budget 15 Cr / Year
9. 2.
IDENTIFY
OPPORTUNITY
& VALUE
3.
DESIGN
CUSTOMER BLUEPRINT
1.
FLOW
ASSESSMENT
How well does the category/brand
currently capture and convert
Customer Flow?
What is our Ambition?
What category, culture,
competition indicates to arrive at
a task, which could increase
flow.
Who do we need to engage,
when and where?
What should be our media
(brand + performance), comms.
tasks to maximize flow
Activate Ideas under flow
tenets,
Media/Experience/Content
FIVE STEPS TO SUPERCHARGE THE CUSTOMER FLOW
FRAMEWORK
A
1.
FLOW
ASSESSMENT
STATE OF FLOW
4.
ACTIVATE & ACCELERATE
5.
LEARN &
IMPROVE
IDEAS & ACTIVATION MEASUREMENT
Ideas that sparks
Flow?
Activate Ideas under flow
tenets,
Media/Experience/Content
How do we measure
continuous Flow
improvement?
How do we optimize
performance and adjust
plans accordingly?
12. Furniture & furnishing categories see demand surge mostly
second half of the year; Mattress is most searched category
after Furniture
Source: Google Keyword Planner
93% ↑ 20% ↑ -8% ↓
66% ↑
11% ↑
-5% ↓
50% ↑
33% ↑ 6% ↑
0
10
20
30
40
50
60
70
2019 2020 2021 2022
Millions
Search Vol. – All India
Bed Sheet Comforter Furniture
Mattress Mattress Cover Pillow
CAGR : 29%
CAGR : 28%
CAGR : 20%
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Search Vol. All Categories - All India
2,019 2,020 2,021 2,022
*All categories include Bed Sheets, Comforters, Furniture, Mattress, Mattress Cover & Pillow
13. Mattress – A Fragmented Category With Major
Unorganized Market; It is Growing At 5% CAGR
Indian Mattress Market - Type of
Market
Unorganized Organized
Source: Mordor Intelligence
14. Year Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
AY 2019 26,520 18,130 20,460 18,090 23,470 21,440 25,640 32,440 40,930 42,860 31,660 31,250
AY 2020 30,010 33,450 24,360 10,210 27,140 41,080 43,440 75,330 70,350 1,46,860 94,070 63,600
AY 2021 82,090 55,470 67,420 54,880 58,480 74,640 84,730 2,01,610 1,09,770 2,37,320 1,03,940 87,910
AY 2022 1,00,240 77,850 92,900 90,250 74,640 75,060 1,06,230 1,09,730 1,02,940 1,12,000 83,120 82,690
Key Insights:
1. H2 drives 60 to 70% of overall demand.
2. Demand is heavily skewed towards second half of the
year reaching peak in the month of Oct.
3. AY 2022 registered a growth decline by 9%.
Even the ‘Duroflex’ brand searches mimics the Category
seasonality
0
50,000
100,000
150,000
200,000
250,000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
MOM Trends
AY 2019 AY 2020 AY 2021 AY 2022
19. India households have moved from larger joint family living
arrangement to more nuclear ones
Source: IRS 2019 Q4
0%
10%
20%
30%
40%
50%
60%
70%
INDIA NORTH EAST WEST SOUTH
HOUSEHOLD LIVING ARRAGEMENT
Joint Family Living Alone
Nuclear Family without Elders Nuclear Family with Elders
Siblings Living Together Singles/ Friends Living Together
0%
5%
10%
15%
20%
25%
30%
35%
40%
INDIA NORTH EAST WEST SOUTH
NO. OF ROOMS IN A HOUSEHOLD
1 2 3 4 5 or more
20. Indian consumers are moving from essential to aspirational;
House improvement, product personalization, product
design/style have become more important
Source: TGI, Wooden Furniture & Furnishing in-market audience
I am always looking for new
ideas to improve my home
43%
2019 Wave
77%
2022 Wave
I pay extra to personalize
products to suit my taste and
style
41%
2019 Wave
53%
2022 Wave
When I buy any product, its
style and design are as
important as its quality
41%
2019 Wave
63%
2022 Wave
21. Hence it is not just “ROTI, KAPDA & MAKAAN” anymore;
Indians are becoming more aspirational within these
necessities specially homes
7%
10%
8%
5%
12%
5%
4%
6%
7%
14%
10%
9%
Housing
Groceries
Everyday Housing
Goods
Transportation
Clothing & Personal
Care
Healthcare
Mobile/Internet/Cable/
Streaming
Education
Resturants/Takeouts
Recreation,
Entertainment &
Leisure travel
Electronics & Home
Furnishings
Saving & Investing
Share of Wallet - Planned to
Spend by category next 4 weeks
as on 29th Jan 2023
Source: Deloitte
23. Overall India 2019 2020 2021 2022 Growth CAGR
Competition 56,92,931 99,40,610 1,32,03,630 1,40,31,850 6% 35%
Duroflex 3,34,222 6,59,900 12,18,260 11,07,650 -9% 49%
Generic 4,20,35,771 6,93,21,640 7,88,53,740 7,61,76,980 -3% 22%
Other Competitors 4,01,509 7,23,070 9,91,320 8,79,270 -11% 30%
Total 4,84,66,452 8,06,47,240 9,42,68,971 9,21,97,772 -2% 24%
South India 2019 2020 2021 2022 Growth CAGR
Competition 23,46,862 44,55,480 59,96,820 66,74,430 11% 42%
Duroflex 2,69,662 4,62,880 7,43,020 7,17,670 -3% 39%
Generic 1,32,16,058 2,16,68,350 2,40,22,530 2,44,09,690 2% 23%
Other competition 97,756 1,81,380 2,52,430 2,10,590 -17% 29%
Total 1,59,32,357 2,67,70,110 3,10,16,821 3,20,14,402 3% 26%
Key Insights:
1. South contributes an overall search volume of 35%.
2. South India is more brand conscious in search queries compared to India. All branded keywords comprise 24%, For India it is 17%.
3. Immediate competition keywords has registered maximum growth in the AY 2022, compared to other keyword types.
CONSUMER INTENT SHOWS INCREASING BRAND LOYALTY INDICATED BY
RISING BRANDS SEARCHES; SOUTH SHOWS MORE DISCERNED AUDIENCES
25. DEFINING IN-MARKET CONSUMERS FOR BEDS,
FURNITURE & SOFAS LIVING WITH FAMILY
OWNER OR HAVE PURCHASED OR PLANNING TO PURCHASE: Bed, Home Furniture or Sofa
AGE: 25-45 | GENDER: All Adults | NCCS AB | HOUSEHOLD LIVING ARRAGEMENTS: With Family (mostly married)
CATEGORY
INTERESTS
LIFESTYLE
Mindset sentences plotted against the brand &
Segment attributes
BASE = 66M
CREATE MINDSET CLUSTERS (HVA)
CORRESPONDANCE CLUSTER CREATION
+
Clusters Identification with sizeable
sample size to perform better
statistical analysis.
N=7400
26. Category: In-market +
Demo: 25-45 MF NCCS AB
Living Arrangement: Living with
Family (mostly married)
66 M
Category: In-market audience
Beds, Home Furniture, Sofa
218 M
Mindset:
Lifestyle Comforters
13 M
Mindset:
Value Comforters
29 M
MEET OUR HVAs
Within the 2 cohorts, there are people looking for
ortho/muscle relief solutions
Quality
Seeker
TREATMENTS
UNDERGOING
Value
Conscious
Visit
Orthopedist
Visit Chiropractor
Using snore relief
products
Sleeping aid
products
Taking Massage
Therapy
9% (2.5 M) 8.1% (1 M)
14% (4 M) 13% (1.6 M)
26% (7 M) 23% (2.7 M)
16% (4.4 M) 15% (1.8 M)
20% (5.5 M) 20% (2.4 M)
PEOPLE LOOKING FOR HEALTH SOLUTION:
27. UNDERSTANDING THE HVAs
BEHAVIOURIAL
MINDSET LIFESTYLE COMFORTERS
VALUE COMFORTERS
“I spend time looking for the best deals”
73%
“I research a product online before buying
it” i119
“I am ready to pay less for a non-eco-
friendly version” i157
“I am loyal to the brands I like” 58%
“I tend to buy brands I have seen
advertised” 50%
“A brand should be reliable” i115
“Pay more for an eco-friendly product”
94%
“I spend money on an experience” 86%
“Personal Interest: Health & Fitness”
i132
“I like to be the first to try new things”
i154
“I trust new technology to improve my
health” i170
“A brand should be innovative” i143
28. MAPPING HVAs TO DUROFLEX MATTRESS PRODUCTS
LIFESTYLE COMFORTERS
VALUE COMFORTERS
29. Media Consumption
0
20
40
60
80
100
120
140
80
82
84
86
88
90
92
94
96
98
100
OLV/OTT Social Media Music Streaming Podcasts Online Press Gaming
DIGITAL MEDIA CONSUMPTION
0
20
40
60
80
100
120
140
82
84
86
88
90
92
94
96
98
100
Social Media OLV/OTT Music Streaming Podcasts Gaming Online Press
DIGITAL MEDIA CONSUMPTION
VALUE COMFORTERS LIFESTYLE COMFORTERS
0
50
100
150
200
Listened to a music-streaming
service
Ordered groceries
Purchased a product / service
Shopped / browsed for
products online
Watched a comedy / meme /
viral video
Watched a music video
Watched a sports match /
commentary
Watched an educational video
Watched other short video
(Under 10 mins)
Watched sports highlights /
clips
ONLINE ACTIVITIES
0
50
100
150
200
250
Listened to a music-streaming
service
Ordered groceries
Purchased product online
Shared your own blog post or
video
Used a voice assistant
Watched a comedy / meme /
viral video
Watched a music video
Watched an live video stream
Watched other long video (10
mins+)
Watched other short video
(Under 10 mins)
Watched sports highlights /
clips
Written a review of a product /
service
ONLINE ACTIVITIES
30. Media Consumption
0
20
40
60
80
100
120
140
80
82
84
86
88
90
92
94
96
98
100
OLV/OTT Social Media Music Streaming Podcasts Online Press Gaming
DIGITAL MEDIA CONSUMPTION
0
20
40
60
80
100
120
140
82
84
86
88
90
92
94
96
98
100
Social Media OLV/OTT Music Streaming Podcasts Gaming Online Press
DIGITAL MEDIA CONSUMPTION
VALUE COMFORTERS LIFESTYLE COMFORTERS
0
50
100
150
200
Listened to a music-streaming
service
Ordered groceries
Purchased a product / service
Shopped / browsed for
products online
Watched a comedy / meme /
viral video
Watched a music video
Watched a sports match /
commentary
Watched an educational video
Watched other short video
(Under 10 mins)
Watched sports highlights /
clips
ONLINE ACTIVITIES
0
50
100
150
200
250
Listened to a music-streaming
service
Ordered groceries
Purchased product online
Shared your own blog post or
video
Used a voice assistant
Watched a comedy / meme /
viral video
Watched a music video
Watched an live video stream
Watched other long video (10
mins+)
Watched other short video
(Under 10 mins)
Watched sports highlights /
clips
Written a review of a product /
service
ONLINE ACTIVITIES
Reach Builders
Affinity Drivers
31. Media Consumption – Digital Touchpoints
VALUE COMFORTERS LIFESTYLE COMFORTERS
TOP APPS & WEBSITES
Online TV/Videos
Music Streaming
Other Apps
SOCIAL MEDIA HABITS
Social Media Platforms
Top Social Accounts Followed
Activities on Social Media
TOP APPS & WEBSITES
Online TV/Videos
Music Streaming
Other Apps
SOCIAL MEDIA HABITS
Social Media Platforms
Top Social Accounts Followed
Activities on Social Media
77% i129 i146
i223 i204
78% 78% i169
i135 i216
71% 66% i194 77% 63% i202
84% 84% 82%
82% i164 i247
i182 i155 i214
88% 87% 87%
85% 79% i119
i175 i171 i174
77% 76% 76%
i167 i205 i215
81%
82% 81%
i135 i180 i171
TV shows or channels 40% | i125
Watching live streams 40% | i143
Reading news stories 39% | i123
Finding content (video/memes)
39% | i132
Watching / following sports 47% | i171
Watching live streams 47% | i170
Finding inspiration for things 47% | i177
Entertainment, memes or parody accounts
35% | i115
Sports people and teams 34% | i130
Companies and brands you're considering
purchasing from 33% | i175
Entertainment, memes or parody accounts
45% | i145
Actors, comedians or other performers 45% | i146
Companies and brands you're considering
purchasing from 42% | i219
Seeing updates / content from your favorite brands
37% | i151
Sharing / discussing opinions with others
45% | i177
32. Summarizing the key points…
CATEGORY BRAND/COMP. CULTURE CONSUMER
Home Furniture & Furnishing
categories see a demand surge
during the second half of the
year.
Among these categories
Mattress is most searched
category after Furniture
Mattress as a category is
fragmented, highly competitive
& mostly unorganized and is
growing at 5% CAGR
Duroflex is one of the strong
brand in the category with a
stronghold in south market
But lot of D2C brands like
Wakefit gained consumer’s
attention & posing a threat.
???
Indian consumer is moving
from the necessities of “ROTI,
KAPDA, MAKAAN” to more
aspirational way of living. They
are looking for ideas to
enhance their experiences /
improve standards with these 3
necessities.
Targeting Value Comforters for
Essential Product range &
Lifestyle Comforters for the
other lifestyle/premium
mattress range – Energise &
Naturalliving.
While Duropedic will be
targeted to both the cohorts
since it caters to both the
audience sets.
33. 3.
DESIGN & ACTIVATION
BLUEPRINT + IDEAS
What should be our comms. & tasks to
maximize flow
Key Principles
How will we choose & use Experience /
Media / Content to improve Flow
34. Translation of media tasks to key consideration for
launch
• LOOKING FOR
ASPIRATIONAL WAY
OF LIVING
•LOOKING ENHANCE
THEIR EXPERIENCES
• HIGH COMPETETIVE
• NEWER PLAYERS
GAING
• SIGNIFICANT MARKET
SHARE
• HIGHLY FRAGMENTED
• LEADER BRAND IN
SOUTH
• GROWING IN ROI
BRAND CATEGORY
CONSUMER
COMPETITION
TASK IN HAND
Elevate the brand's 'Share of Voice
Build a strong relation between the TG and
the brand
Reinvent lower funnel tactics to
KEY CONSIDERATIONS
Driving relevance for the highly discerned
& distinctive audience subsets
Need to address distinct occasion &
moments within HVA audiences
Maximize sales through staying on top of
the mind of the consumer
35. Arriving at media principles
Smart Impact
Presence on impact properties that build
stature & allow us to normalize the category
MEDIA PRINCIPLE #1
Smart Engagement
Deeper engagement with HVAs through
smarter innovations & community building
MEDIA PRINCIPLE #2
Smart Performance
Activate tactics to enhance and maximize
conversions through performance campaigns
MEDIA PRINCIPLE #3
36. Translating principles into media approach for Duroflex
CAPTURE
CONVINCE
CONVERT
Drive Hi affine Visibility within specific HVA through 100% SoV
properties
Leverage Tactical sponsorships to drive TOMA within clutter
festive period
Leverage credibility of influencers to showcase Duroflex
product range
Brand integration in content that can build confidence
Sharpshooting HVA with personalized ads to build
consideration.
APPROACH
Performance based optimization on Marketplaces & within In-
market audience to drive conversions
MEDIA PRINCIPLES
Smart Impact
Smart Engagement
Smart Performance
37. Where will the growth come from?
Sr. No. Regions Tentative Rev Contribution (%) Tentative Growth (%)
1 APTS 25% 25%
2 KL 12% 15%
3 TN 21% 10%
4 KA 18% 12%
Overall
South
76% 19%
5 ROI 24% 40%
KEY CONSIDERATIONS
Driving relevance for the highly discerned
& distinctive audience subsets
Need to address distinct occasion &
moments within HVA audiences
Maximize sales through staying on top on
the mind of the consumer
38. Align media tasks basis market priority
Stronghold markets Transforming markets
Markets
APTS
ROI
KL
TN
KA
Brand contribution to sales
(market)
76% 24%
Media Task Protect and Grow Grow
50. Maximize awareness & reach among HVAs across key platforms
Audience first approach is not limited to open auction programmatic ecosystem. Most of the platforms online are able target audience
via 1st party data or tie-up with DMPs.
YouTube
Audience Targeting
Avid News Readers, Business Professionals / Business
Travelers, Cooking Enthusiasts, Early Tech Adopters & Home
Furnishing / Home Décor
~56 Mn
SOCIAL
Interest Targeting
Movie, Music, Games, Online Shopping, Travelling
~52 Mn
PLATFORM
DATA
SIGNALS
USERS
EST SIZE
PLATFORM APPROACH
51. Est Size 12 Mn
REACHING In-MARKET AUDIENCE WITH MORE ACTION-
ORIENTED AD FORMATS
• Trueview for Action ad format using a shorter edit
(15-20 sec) to drive traffic to the website
• Instream ads on FB & IG
• Traffic Campaigns to drive users to the LP
• Using Engaged Audience data as a cookie pool
for retargeting
Programmatic OTT Buys - MIDROLLS ON OTT PLATFORMS
Est Size 6 Mn
REACH BUILDING WITH SMART PLANNING TO BRING MEDIA
EFFICIENCY
Audience Targeting
Affinity :- Avid News Readers, Business Professionals /
Business Travelers, Home Furnishing / Home Décor, Value
Shoppers, Family-focused, Recently Purchased home
IM :- Mattress, Beds & Bed Frames
Data Signal
Value
comforters
2nd Party data 3rd Party data
Home Furnishing / Home
Décor
Value Shoppers
Credit card users
Business Professionals
First time Jobbers
• Cost efficient reach planning to the relevant TG Thru
DV360 – YT + OTT video buys with reach @50%
Freq 4-5 Per month
• Programmatic OTT buys to help with 2nd party
deterministic data granularity, and 3rd party reach
scale
Data Signal
Lifestyle
comforters
Audience Targeting
Affinity :- Health & Fitness, Urban / Affluent Audience
Married Couples, Early Tech Adopters,
events like wedding, ortho
IM :- Mattress, Beds & Bed Frames
52. Tapping into CTV consumers to further penetrate within
premium audiences
• With smart TVs becoming more & more affordable, a
number of households are replacing their old linear TV
set
• OTT content is now driving the smart TV growth
South
~31 Mn
ROI
~11.1 Mn
54. Partner with popular South specific launches to create
impact amongst the audience
Super singer is a singing contest where the
contestants participate to become the
ultimate singing champion
Popular elimination-based show where
celebs are locked inside a house for 3-4
months and they perform weekly task to
avoid weekly emilmination
Celebrity chat show hosted by Anirudh
Ravichander. The show is in similar line of
KWK
Bigg Boss
ANIRUDH TALK SHOW SUPER SINGER
56. Value
Comforters
INFLUENCER SELECTION FRAMEWORK
CREATING INNOVATION TO ENGAGE WITH
AUDIENCE
INFLUENCERS PARTNERSHIP TO BUILD
REACH WITHIN THE RELEVANT AUDIENCE
Build brand love through influencer-led campaigns
SHARPER TARGETING USING 1st PARTY
PURCHASE / SHOPPING BEHAVIOR ON ECOM
Target in-market + intent audience who are having shopping intent with spikes during celebrations layering
them with Appography targeting to sharp target the consumers
Users who have bought mattresses on Paytm mall, Users who transact at offline touch points of mattress,
both organised and unorganised stores
Users who transact at furniture shops using Paytm PG/Wallet/QR code
Audience size: 4-5Mn
Reach 23 Mn
Smart TV ix 156
MEDIASMART CTV + HOUSEHOLD SYNC & MOBILE RETARGETING TO DRIVE
RELEVANT AUDIENCES
CTV Target users around stores in
real time
Reach – 25 Mn
30% 30% 20% 20%
Followers ER% CPV
TG %
Female + Geo + 25-
50
Scoring Rank
14,00,000 1.38% 1.3 45.00% 68.85 3
12,00,000 9.23% 1.5 39.00% 85.35 2
10,00,000 2.56% 1.5 29.89% 55.28 4
10,00,000 2.96% 0.5 49.00% 95.49 1
5,10,000 1.98% 2.9 37.00% 39.27 8
4,63,000 2.05% 2.4 48.29% 44.53 6
4,55,000 3.94% 2.7 30.00% 42.08 7
3,83,000 4.89% 2.0 31.90% 47.33 5
3,75,000 2.09% 2.0 29.00% 36.67 9
1,35,000 2.77% 5.6 34.00% 29.37 11
3,60,000 3.08% 3.5 21.67% 32.33 10
Influencer selection basis top followers, engagement rate,
follower TG strength and cost efficiency
57. “SANJAY AGARWAL KI DULHANIYA”
IN-SHOW INTEGRATION
About IP - Sanjay Agarwal, a 30-year-old bridal wear retailer from Bareilly, needs to settle
down fast. His parents' desperate search for the perfect bride continues to add to his
discomfort, but the final straw is a hilarious matrimonial video advertisement that they trap
him into appearing in. He decides to take charge and signs up on a matrimonial site, where
he meets Shreya, and he believes that he has found a perfect match. But what will happen
when he discovers the hugger-mugger behind all this? Will he be jilted again, or will his
quest for a life partner be fulfilled?
Launch Date:- August.
Total Episode – 5
Duration:- 15-20 Min
Launch:- TBD
Special sponsorship @1.1Cr, 35Mn sponsorship impressions, 12.5Mn video
inventory and 3 active/passive integrations
Special sponsorship @1.48 Cr, 35Mn sponsorship impressions, 12.5Mn video inventory and 3 active/passive integrations
Branded
content
Co-branded
Vignette &
Native ads
Exclusive co-branded vignette creation
Co-branded vignette played as ads on mid-roll / pre-roll ads, display
ads and
for social media promotions.
Brand Lift
Study
Brand study to measure brand awareness and purchase growth.
Co-branded content, brand placements and integrations within
Expressway Love through active / passive placements, vignettes and
contextual brand buildin
58. Association on “Cold Lonely Messy”
Amazon mini web series
About IP - This Show Will Be A Love Story With Great Music As Always Alt Rocks In Music
Game.They Created Great Songs In Broken But Beautiful, Bebaakee, And Many More Shows.
This Show Was Shooted In Serbia and Ridhi Shared The First Look On Instagram When They
Total Episode – 6
Genre:- Romance
Duration:- 30 Min
Launch:- TBD
Special sponsorship @1.1Cr, 35Mn sponsorship impressions, 12.5Mn video
inventory and 3 active/passive integrations
Co-branded
Vignette &
Native ads
Exclusive co-branded vignette creation
Co-branded vignette played as ads on mid-roll / pre-roll ads, display
ads and
for social media promotions.
Special sponsorship @60 Lacs , 35Mn sponsorship impressions, 12.5Mn video inventory
Promotion
Logo branding on ILU
Social Media Posts - Logo Branding
Branded
Content
Videos
• A 2-minute videos will be produced by us basis the brand brief
• The entire story will have the brand essence
59. About IP :- Pop kaun is an upcoming comedy webseries in Hotstar.
Plot :- Sahil (Kunal Kemmu) sets out on an adventure to find out his real father,
in this mad cap series that takes you straight into the world of big Bollywood
laugh riot comedies.
Total Episode – 6
Duration – 40 Min
Shoot Starts: Completed
Launch: May 2023
Genre: Comedy
Cast: Kunal Kemmu, Nupur Sanon
Special sponsorship @ 70Lacs , 35Mn sponsorship impressions, 12.5Mn video
inventory and 3 active/passive integrations
Impact on Comedy Web series ; Investment 1Cr ,Reach 5 Mn impressions 33Mn video inventory.
Co-branded
vignette
Shoulder
content
Outegration
• Natively integrate your brand into the show plot through
dedicated scenes, product placements etc to drive awareness
and reach
• THE POPKAUN ACT: A special stand-up comedy act with Kunal
Kemmu, powered by Duroflex
OTT INTEGRATION & SHOULDER CONTENT ON –
POP KAUN COMEDY WEBSERIES
60% 40%
Media % Reach Composition Index UV Score Rank
YOUTUBE.COM 90 100 76 1
MX Player 32 123 47 4
HOTSTAR.COM 27 133 57 2
VOOT.COM 8 128 54 3
ZEE5.COM 7 76 24 6
SONYLIV.COM 6 88 27 5
Kunal Kemmu as
Sahil Trivedi
Nupur Sanon as
Pihu
Saurabh Shukla as
Karamjit Biswajit
Chautala
• This is a customized content idea shot for Durofelx with the cast
• The whole cast of Popkaun sits down to revisit their best moments
from set, bloopers on shot, playing some CRAZY games
60. Defining key principles in ACE framework
BEHAVIORAL DATA:
“WHAT YOU’VE DONE”
(e.g. eComm shopper, entertainment
buff, high HHI)
INTEREST DATA:
“WHAT YOU ARE CONSUMING”
(e.g. Music content, Sports content)
SIGNAL DATA:
“WHATS HAPPENING”
(e.g. weekday vs. weekend)
INCREASED EFFICIENCY
& EFFECTIVENESS:
MATCH MESSAGE RELEVANCE
TO MEDIA REACH & SCALE
MESSAGE
MOMENT
PERSON
BUSINESS & COMMUNICATION GOALS
DATA, INSIGHTS & PARTNERS
PLACE
1:1
61. 63
CUSTOMIZING MESSAGING BASIS PERSON, MOMENT & PLACE
PERSON PLACE MOMENT
VALUE COMFORTER MUSIC
TRAVEL
NEWS
SPORTS
HEALTH
FOOD & DRINKS
COMMUNICATION &
PRODUCT MAPPING
COMMUNICATION 1
COMMUNICATION 2
COMMUNICATION 3
LIFESTYLE COMFORTER
WEEK-DAY
WEEK-END
TIME BANDS – MORNING
TIME BANDS - NIGHT
FESTIVE EVENTS
ORDERING MEDICINES
BOOKING SPA, MASSAGE SERVICES
MEDICAL CONSULTATION
62. 64
PERSON | LIFESTYLE COMFORTER
MOMENT | WEEKEND SEARCHING FOR BACK RELIEF
SOLUTIONS ON HEALTH APPS
MESSAGE |
DURFLEX DUROPEDIC MATRESS: Let your back get the
best support and take the right care of your health
PLACE | HEALTH APPS
DISPLAY | DV 360:PRACTO VISITORS
Sponsored Ad
LiveIn Orthopedic Memory
Foam Mattress
Let your back get the best support
and take the best care of your health
63. The Expandable screen starts off with the
layout & copy below.
The words in the middle keep on changing in a fading out/ in transition.
The top view of a bed then slides in from
the bottom of the screen with instruction
for the user to tap on the mic icon and
blow.
wireframe
01 02 04
03
Concept:thesecret
In these stressful times, we’re all looking for comforting ways to get good sleep. The idea is to let the user reveal the mind-
blowing secret to a peaceful & uninterrupted sleep by interacting with the creative using the innovative blow detection
functionality. Once the user interacts, they will be introduced to the product along with relevant messaging and visuals
Reach : 300 Mn
MAU’s: 250 Mn
DAU’s: 60 Mn
64. 66
Music to build relevance and attention to the user during bedtime
Age targeting – 25+ and listening to Sleep Focus,
Relax, Meditate playlists + Podcasts listeners:
Sponsored Playlist
Additionally, weather(rainy, cold, etc.,) could be used as brand contexts
PERSONALIZED COMMUNICATION FOR SLEEP MOMENTS
Min Investment 15L , CPM 175 | Impression 8.5 Mn Reach – 2Mn
65. LEVERAGING AUDIENCES ON PAYMENT PLATFORMS
• Age
• City
• Pin code
• Gender
• Education
• Language
• Parental Status
• Telecom Network
On Paytm: Users who
transact on Paytm. For e.g., a
user purchases on Paytm
Mall.
Off Paytm: Users who
transaction outside of Paytm,
using payment instrument.
For eg., a user visits
supermarket & pays through
Paytm wallet
Other Online Signals: Users
who purchase on online
platforms using Paytm
PG/Wallet
Search on Paytm
Avg. Txn value and
frequency on Paytm.
Appography based targeting
Premium credit card holders
Users who trade in Gold.
Heavy spenders on the
platform.
Premium vehicle owner.
Premium device owner.
Habitual Shoppers
Monthly Phone & Utility Bills,
School & College Fee, Online
Payments - Zomato, Uber, Big
basket etc.
Travel expense - Flights, Train,
Metros.
Movie Booking audiences
Financial services - Insurance,
Credit
cards
Location & Demographics Transaction Signals Daily Lifestyle Expenditure
Affluences
Online Audience Size
13 Mn
PhonePe Audience Size
Online Audience Size
12 Mn
Paytm Audience Size
66. CONTEXTUAL PRESENCE & SEARCH TO TAP INTO KW, TOPICS &
FOLLOWERS
How It works:
Create a brand page to build an
influential base of followers by
populating relevant Q&A’s.
Educate the audience about Jockey.
Duroflex can reply or answer to
peoples queries.
Idea:
Build community and followership. +
Be natively present where the
conversations are happening
8-9 MN+ WEEKLY IMPRESSION
ON QUORA FOR BRAND/COMPETITION TARGETING TOPICS
Topics/ Interest: Headphones Questions: Smart watches
JBL
What are the best noise-cancellation headphones? What is
their cost and availability?
Top Tech Audio Edge 8 Bluetooth
Speaker What are some good bluetooth headsets?
Headphones
What are the best passive noise cancelling headphones for the
office?
Sennheiser Do noise cancelling headphones damage your hearing?
Portable Speakers
What are the best in-ear noise-cancelling headphones to use
while sleeping to block out roommate noise?
JBL Headphones What kinds of noise do noise-canceling headphones cancel?
boAt Headphones
What are the best headphones under 3k INR? What makes
them the best?
Noise Cancelling Headphones
What device can enable me to connect my Bluetooth
headphones to my TV that has no Bluetooth?
Audio Equipment
Home Theaters: Which the best home theatre system I can buy
in India within a range of Rs.30000?
Earphones How do I connect Bluetooth speakers to my laptop?
Audiophiles What are the best wireless headphones available in India?
Bluetooth Which are the best earphones priced around ₹500?
Earbuds What is the best wireless headphone within 3000 rs in India?
Bluetooth Headsets Which is the best Bluetooth speaker under Rs 2000?
Audio Which are better, headphones or earphones?
Wireless Headphones
What are the best available noise-cancelling headphones
available in India for a student?
Headsets (audio) What are some suggestions for the best 2.1 speakers?
AirPods How can I test if my noise-cancelling headphones are working?
67. Wedding Season
How can we address personal “big ticket” events of our customers that are not on the calendar? We create
seasonal campaigns to address this in a fun way.
Life events: Weddings
Now accepting Wedding Cards
Create a fun campaign during wedding season where customers can upload their wedding card and get a 15%
instant discount. This can be extended to various life events - New city (new job - upload your offer letter) etc. The
campaign can repeat frequently across the year.
Further to ‘We #GotYourBack’ thought, the brand can arrange for pick-up and drops to the experience zones, if
customers are inclined towards purchasing.
68. #IndianWeddings101
Duroflex X Danish Sait - Brand Collaboration
During the wedding season, Danish Sait will dawn one of his alter-egos, to make a series of funny and product-
centric reels and shorts. These sketches will be based on the different issues commonly faced during the hustle and
bustle of a wedding.
Content Buckets: Brand Collaborations | Product Specs | Personal Life Events | Influencer Collabs
69. Near me searches are growing at 41%
CAGR in the last 4 years
1,794,490
2,466,920
3,876,630
5,036,150
-
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
2019 2020 2021 2022
Near me keywords - YOY trend
70. Drive Store Value Cross-Google Simplicity & Scale
Dedicated to exclusively
optimize for Store centric signals
(Store visits or Local actions)
Incremental reach on formats
such as Search, Maps, Display, &
YouTube
Using Machine Learning for ad
serving and Store Visits or
Local actions optimization
Shop Visits
Driving
Directions
Call clicks
Device
Actual query
Location
Time of day
OS
Ad creative
Browser
Approach & Tactics:
Parameters / Signals Touchpoint:
Store Objectives
GOOGLE LOCAL CAMPAIGNS TO LEVERAGE OFFINE BEHAVIOUR
71. Total Budget ₹ 1,20,00,000
No.of stores 100
Total impressions 480000000
Total Clicks 2400000
CPC 5
% shop visit rate 5%
Shop visits 1,20,000
Conversions rate 30%
Store Transactions 36,000
Store AOV ₹ 18,000
Total Revenue ₹ 64,80,00,000
ROAS 54
Offline Estimations
73. FIVE PILLARS TO DRIVE VOLUME & EFFICIENCY
SCALE
Search
CAPTURE DEMAND
Social/Display
Drive end-to-end
Digital eCom
Customer Journey &
Enhance Business
Outcomes
CONVERT
Market places
Reaching Right Audiences
Driving Relevancy with
Personalization
Drive Scale
Shifting to
Real Time Automation
Maximize impression share
across brand, generic and
competition to maximize
volume
Expand to new channels to
drive boost sale volume
Powering up the market
places to drive more scale
End to End Funnel
Tracking & Optimization
Creating a Moment
BETTER
OPTIMIZATION
(AI & ML)
Integration| Efficiencies
|Portfolio & Inventory
Management | Reporting
EFFECTIVE
Re-Marketing
Omni Channel
Re-Marketing
77. Target high intent users to drive efficiency & quality traffic
Bed Mattress
Mattress Stores
Wakefit Matress
Foldable Bed Matress
Bed Matress Price
Best Matress for Sleeping
Buy Matress Online
Buy T-shirt bra
Seek Evaluate
Trigger Buy
Category
Subcategory
Competition + Product
Product + Details such as
price, specific coverage
level
Buy + Product
Moment
Keyword
Low intent High intent
78. Account
Brand – Phrase Match
Brand – Exact Match
Generic High Intent –
Exact
Generic High Intent –
Phrase
Generic Low Intent
– Exact
Generic Low Intent -
Phrase
Generic Low Intent
- Broad
Bid Strategy
Max Conversions
Intent specific strategy for paid search
Mattress, Furniture, Bed linen, Pillows, etc
Mattress, Furniture, Bed linen, Pillows, etc
Mattress, Furniture, Bed linen, Pillows, etc
Mattress, Furniture, Bed linen, Pillows, etc
Max Conversions
Target CPA/ROAS
Target ROAS
Ad groups
Mattress, Furniture, Bed linen, Pillows, etc
Mattress, Furniture, Bed linen, Pillows, etc
Mattress, Furniture, Bed linen, Pillows, etc
Max Conversions
Target CPA/ROAS
Target CPA/ROAS
79. SEARCH ADS CAMPAIGN FRAMEWORK
INTENT BASED APPROACH
Mattress Furniture Bed Linen Pillows Comforter
• Mattress online
• double bed
mattress price
• orthopedic
mattress price
• buy mattess
online
• buy mens
briefs
• King size bed
matress
• Best mattress
online
• 10 inch
mattress online
• buy furniture
online
• wooden
furniture online
• furniture sale
• best online
furniture stores
• best online
furniture stores
• living room
furniture
• best furniture
stores
• Buy furniture
• linen bed
sheets online
• linen bed
sheets sale
• Cotton linen
sheets online
• black crop top
online
• linen cotton
blend bed
sheets price
• Linen bed
sheets price
• Buy linen
sheets
• best
orthopaedic
pillow
• orthopedic
pillow online
• top orthopedic
pillows
• orthopedic
pillow buy
online
• best allergy
pillow covers
• orthopedic
pillows for sale
• comforter
online
• best comforter
sets
• buy comforter
online
• Summer
comforter price
• king bed
comforter set
• best luxury
comforter sets
• queen
comforter price
online
Keywords
Ad Groups
80. Overall India 2,019 2,020 2,021 2,022 Growth CAGR
High Intent 50,29,167 84,03,010 88,65,480 73,89,630 -17% 14%
Low 4,18,28,269 6,86,51,230 8,02,69,610 7,89,29,580 -2% 24%
South India 2,019 2,020 2,021 2,022 Growth CAGR
High Intent 17,93,651 30,00,450 30,44,550 25,74,320 -15% 13%
Low intent 1,34,02,375 2,19,44,300 2,53,22,470 2,62,72,420 4% 25%
Keywords with high intent is registering degrowth
Key insights:
1. High intent keywords contribute only about 9% of total search volume and has been declining from 12% in ay 2019.
2. With more simplifies searches contributing the bulk of the share, essential to leverage broad search keywords in campaigns.
81. Maximise search impression share on
Purchase intent keywords
Target SOV
All keywords
@10~20%
High intent
@40~50%
Avg monthly searches
Purchase intent
Mattress
All keywords
11.7 m
High intent
3M
All keywords
5.3m
High intent SV
0.5m
Bed sheets
All keywords
60m
High intent SV
3.8m
Furniture
All keywords
0.7m
High intent SV
27k
Mattress covers
All keywords
0.9m
High intent SV
36k
Pillows
82. Serves across all surfaces while using your feed
leverage pmax to capture user intent across platforms
83. Levers to pull for performance?
• Best in class feed hygiene
• Budget & roas target
• Audience signals
• Creative messaging
• Geo targeting
Create one campaign
Can create all products campaign to
drive maximum impact with efficiency
and volume
Simplify
Performance
And
Multiple campaigns for NCA
Create multiple category campaigns
to drive traffic and impact
Category specific
campaigns
Pmax for new customer acquisition
Camp1: latex mattress
Camp2: orthopeadic mattress
Camp3: foam mattress
….Etc.
Business goals determine how campaigns are structured
84. Using audience signals to drive efficient results
Own website user & customers list
Custom segments
Google audiences (in-market, affinity)
Demographics
Similar audience
Top priority
Least priority
87. Optimise merchant feed to improve overall product visibility
& sales
• Improve the title & descriptions format according to
Google best practices
• Change Product Categories to improve relevancy
Optimise Shopping Feed
• Category specific campaigns & bidding strategies to
ensure ROAS is in control
Category Specific Focus
Campaigns
• Exclude very Non relevant products to improve the
CTRs on the Google SERP
Exclusion of Non
relevant products
89. Prospecting Remarketing
Branding
Generate awareness within upper and mid-funnel
audiences, generate demand for purchase at
retail locations/store traffic.
Objective
Target
Audience
Primary kpis
Optimization
levers
Generate consideration and purchase for
products within mid-funnel audiences
Generate purchases by targeting users who
have demonstrated intent on the site through
visiting a product page, adding a product to cart,
etc. But have not purchased.
Interest based audience where appropriate (and
in alignment with product/HVA)
LAL audience (1 to 3%) (product site visitors,
product ATC, product purchasers)
Dynamic targeting based on user site behaviour
All website visitors
Users who have visited products
Users who have ATC
Users who have initiated checkout
CRM audience lists (email abandoners, lapsed
purchases, etc)
Dynamic targeting based on site behaviour
Interest based audience where appropriate (and
in alignment with product/HVA)
LAL audience (4 to 10%) (product site visitors,
product ATC, product purchasers)
Dynamic targeting based on user site behaviour
• Traffic
• Video views
ATC, orders, revenue & ROAS Orders, revenue & ROAS
• Creatives
• Landing page views
• Creatives
• Audience selection
• Budget allocation/bidding type/tactics
• Creatives
• Audience selection
• Budget allocation/bidding type/tactics
Trigger Seek Evaluate Buy
Facebook planning framework
Without discounts Product usps/ overall offer Personalized discounts
90. Core audience
Secondary audience
Teritiary audience
Interest/behaviour
audience
LAL (lookalike) audience
Mattresses, ortho mattress,
mattress firm
Pillow (home furnishings)
Furniture (home furnishings)
Bed linens
Sofa sets
Home improvement
Purchased home recently
Recently married
Bedding (home furnishings)
.
1% LAL of brand engaged
1% LAL of view content
1% LAL of add to cart
1% LAL of purchases
2 to 3% LAL of brand engaged
2 to 3% LAL of view content
2 to 3% LAL of add to cart
2 to 3% LAL of purchases
Rest of interests 4 to 10% LAL
Custom audience
Website visitors
View content
ATC, initiate checkout
Purchases
Audience segmentation for prospecting & remarketing
Start here
Expand here
More scale
91. Scaling high intent & HVA segments through second
party data
Bottom funnel Conversion
Objective KPI
Purchase
Leverage the
interest based &
custom audience
pools (video
viewers + website
visitors)
FB conversion
campaign
Carousel ads
Remarketing
cookies
Audience cohort
Innerwear | active wear | sports accessories l |women
clothing | engaged shoppers |men’s briefs sport bras|
sleep wear
Transitioning upper & mid funnel audiences into lower funnel by building consideration and product understanding
Interest
audience
92.
93. To dominate future market, we have an efficacious
approach for e-commerce
E-COMMERCE
SUCCESS
MEASURE
Attributable paid media
sales, data utilization and constant evaluation and
optimization of plans
MESSAGE
Creative messages, website and shelf
content that resonate with shoppers and
drives action
MEDIA
Connections planning that focuses on
shoppable outcomes across the funnel
MOMENTUM
Seamless path to purchase in retailer
and product choice,
and frictionless checkout
and delivery
94. Our approach for scaling presence and sales on e-
commerce
AVAILABILITY
Distribution
DISCOVERABILITY
Shelf Presence
VISIBILITY
Category Tactics
SCALABILITY
Repeat Purchase
EFFICIENCY
Measurability
• Retail Solutions
• Content
• Experience
• Content
• Experience
• Media
• Media – Product listing ads and
Search Display ads
• Media
• Automation
• Analytics
• Analytics
• Retail Tools
95. Audience strategy & promotion
PLANNING NEGOTIATION
CAMPAIGN SET
UP
OFFSITE
CAMPAIGNS
OPTIMISATION
ESTIMATIONS
- TARGETING
PORTAL
CONNECT
ORGANISING
STRUCTURE
OFF-PLATFORM
OPPORTUNITIES
WEEKLY
MANAGEMENT
Define target audience
Research keywords
Use targeting tools
Estimate campaign
reach
Adjust targeting as
needed
Negotiation occurs between
sellers/buyers or different
sellers.
Collaboration results in
increased sales, reaching
new customers, and
building brand awareness.
Identify improvement areas
Max. ROI with budget
allocation
Improve ad perf. with bid
optimization
Expand KWs and manage
negatives to improve
efficiency
Off-platform display & video
campaigns with Amazon audience
TG.
Enhanced TG and cross-channel
capabilities improve perf.
Brand safety is ensured on E-com
by detecting verified users
Drive more sales and
maximize advertising
budget.
Better TG, relevancy, ad
ranking, tracking, and
budget allocation.
Results in higher CTR,
conversions, and ROI.
96. E-commerce strategy
• Category Insight
• Search trend and Benchmark
identification
Phase 1 -MARKET PLACE ANALYSIS
• Media plan – Search and Display
• Conversion Rate Optimization
Phase 3 - CONVERSION RATE OPTIMIZATION
• Competition Analysis
• Brand position
• Recommendations
PHASE 2 - CONTENT CREATION AND OPTIMIZATION
97. Capture market with higher searches on the
platform
Total affinity sub-categories :
1.5MM – 2MM
Selected Category :
700K-800K
Selected sub-category
:
200K-300K
MID TERM - LONG
TERM
MID TERM
IMMEDIATE
IMMEDIATE
Drive basket penetration among the Audience
Looking for mattress.
Drive consideration among the people who are
buying similar products through display ads
targeting people searching for brand,
Target competition & relevant generic KWs in the
Category
Continue to protect your own KW
Run remarketing campaigns for Duroflex customers
to drive loyalty
Drive Awareness among the buyers of brands
across category
Amazon Customers:
375 MM+
98. How do we leverage high customer intent? Paid search approach 2.0
Nurturing inquisitive
audiences who are
planning for buying comp
brand
Mapping competition
based on categories &
bringing considerate
audiences on actionable
destination
Protect
Expand
And
Convert
Brand
Products
Brand
Generic
Pr
“Isla becomes the face
of ING DIRECT”
E-com
Search 2.0
Conquer
&
Influence
Seeding
Demand
Lateral
Keywords Long
Tail
Comp.
Product
Offers
Comp.
Brand
Life
Events
Reaching prospect TG with
noticeable communication at most
cost effective manner
High Traffic Keywords Traffic
mattress 500K-1MM
mattress double bed 500K-1MM
wakefit mattress 200K-500K
mattress single bed 200K-500K
single bed 200K-500K
sleepwell mattress double bed 200K-500K
single bed mattress 100K-200K
bed mattress 100K-200K
matress 100K-200K
queen size mattresses 100K-200K
matressess double bed sleepwell king
size mattress double bed
100K-200K
king size mattress 50K-100K
mattress queen size 50K-100K
sleepyhead mattress 50K-100K
mattress king size 50K-100K
memory foam mattress 50K-100K
orthopedic mattress 50K-100K
sleepwell mattress 50K-100K
latex mattress 50K-100K
wakefit 50K-100K
wakefit bed 50K-100K
double bed mattress 50K-100K
duroflex mattress 10K-50K
foam mattress 10K-50K
spring mattress 10K-50K
99. Category benchmarks on marketplace
Type Subcategory Name CPC CTR% CVR ACoS
SP Mattresses 44.69 0.37% 2.57% 22.41%
SB Mattresses 24.13 0.49% 0.65% 25.67%
SBV Mattresses 21.59 1.19% 0.38% 52.45%
SD Mattresses 15.98 0.35% 2.44% 8.90%
• The category is working at an ACOS of 30% on an overall level
• This is including different ad types like SP, SB, SBV and SD
• The data compares the performance of different types of mattress ads.
• The sd ad has the lowest acos and the highest cvr, making it the most cost-effective.
• The sbv ad has the highest ctr%, making it effective at generating clicks and brand awareness.
• The sp and sd ads are better at converting clicks into sales, but they are more expensive to run compared to the sbv and sd ads.
101. What we are looking to achieve
1. Shopper-led taxonomy and filters
2.Top level category on generalists
1. Top of category
2. Top of generic onsite organic search
3.Top of branded onsite organic search
1. Quality lead image
2. Product title completeness
3. Product data integrity
4. Product Features & Benefits
5. Product description completeness
6. Rich product content
7. Seasonal product content
1. Available to purchase
2. Ratings & reviews
3. Cross-selling
duroflex
102. DXA audit report
68%
75%
70%
73%
65%
80%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Product Title
Product Bullet
points
Product Images
Rating & Review
Enhanced Content
Brandstore
Leading the pack in
terms of digital
performance
Well optimized but
potential to provide a
better experience
Initial steps have been taken,
however focused effort is
required.
Requires immediate attention
in order to prevent harm to the
brand
Systemic issues are
detrimental to the performance
of the brand
STRONG (80 – 100 %) FOCUSED (60 – 80 %) BEGINNER (40 – 60 %) WEAK (20 – 40 %) CRITICAL (0 – 20 %)
Overall Score – 72%
103. Analysis of competition vs brand
Availability (listed
on most of the
market places)
Visibility
(Popping up on
search engine)
Discoverable
(Optimised
headline, A+, bullet
points, brandstore &
images)
Brands
Available across all
platforms
Good visibility
Less visible compare to
other brands, other
brand product over the
brand keyword
Used product shots
only. A+ images are
very low raise in
skus.
Used lifestyle
shots. A+ content
missing in few
skus. No
consistency across
platforms.
Available across
all platforms
Available across all
platforms
Available across all
platforms
Good visibility,
multiple product
showing in search
result
Used lifestyle shots.
A+ content available
skus..
Used lifestyle shots.
A+ content available
in most skus. No
consistency across
platforms.
Less product visible
compare to other
mattress brand
Available across all
platforms
Good visibility, but
other brands also
targeting brand
keyword.
Used lifestyle shots.
A+ content available
in most skus but it is
also important to
update RPD on FK.
No consistency
across platforms.
104. Recommendations for
1. Use relevant keywords bullet points for SEO
optimization.
Example
• Best mattress for back pain relief.
• Memory foam mattress.
• Foam and spring mattress.
2. Our suggestion - brand+ mattress unique feature +
size or quantity+ keyword
Example
Duroflex back magic - certified orthopaedic 6-inch high
density coir mattress for firm back support in single size
(72x30x6 inches)
1. Images are not uniform in
listed platforms.
2. Size image missing
105. Recommendations
BrandStore Apart from 3 video we can add 2 High selling clickable
banner and, we cans use different banners for each category
Visual combo offers a range of combo products that provide cost
savings, convenience, and variety, as well as promotions.
Quality Images include high-quality product images & videos that
showcase the mattress from multiple angles.
Enriched FAQs to clear confusions and increase trust with an
engaging layout.
duroflex
106. Support: Consumers also
look for a mattress that
provides proper support to
their body, especially for those
who suffer from back or joint
pain
Comfort: consumers are
looking for a comfortable
mattress that provides a good
night's sleep. This is the most
important factor that drives
the purchase decision for a
mattress.
Durability: Consumers
want a mattress that will last
for several years and
maintain its shape and
comfort level.
Health and wellness:
Consumers are increasingly
concerned about their health
and wellness. They are
looking for mattresses that
offer features such as
hypoallergenic materials,
natural or organic materials,
and temperature regulation to
improve their sleep quality.
Main drivers for the mattress category
duroflex
107. AVAILABILITY -
ensure maximum SKU coverage across all
marketplace
Most products are listed/available on amazon, using
the keyword duroflex.
Large number of variety found in duroflex mattress
keyword
108. DISCOVERABILITY
ensure high shelf visibility across all marketplaces
with optimized content
• No ads running on mattress keyword.
• Other brands targeted mattress keyword.
• 1 or 2 sku discoverable on mattress keyword
• High visibility over flipkart
• Mattress keyword targeted in large scale.
• Rpd missing from pdp page.
duroflex
Category Keyword - Mattress Category Keyword - Mattress
109. DISCOVERABILITY
Top banner and module 1 should
be different, currently its look
repeated banner
Instead, 3 video, we can add
clickable banner for the heigh
selling product
Best Deal Combo Products
To enhance user experience, we recommend adding a
dropdown menu to the brandstore page, with options such as
'best deal' or 'combo product'. This will provide users with
more options, making it easier for them to find what they're
looking for and ultimately increasing their likelihood of making a
purchase
110. VISIBILITY
increasing your online visibility
Category Keyword
No presence
on mattress
keyword.
Brand Keyword (duroflex)
1. The sleep company ads showing
on duroflex keyword ( brand
keyword).
2. In sp ads first two product are
showing, follow by brand
sleeycat ads
Category Keyword
In first ads is for duroflex, follow
by brand sleeycat ads
Brand Keyword (duroflex)
1. In PLA duroflex is first, follow by brand PEPS springkoil
duroflex Interactive Avenues
111. IMAGE FLOW SUGGESTION
Product shots Instructions
Lifestyle product shot
Review Image
Certification/
Dimension short
Range shot or Size
available
Video
USP
113. Media plan – Amazon
Amazon
Estimate Spend
1.80 Cr
Estimate Paid Sales
9.00 Cr
Paid ROI
5.0 X
Q1
Estimate Spend
30 Lacs
Estimate Paid Sales
1.2 Cr
Paid ROI
4.0 X
Q2
Estimate Spend
40 Lacs
Estimate Paid Sales
1.8 Cr
Paid ROI
4.5 X
Q3
Estimate Spend
60 Lacs
Estimate Paid Sales
3.3 Cr
Paid ROI
5.5 X
Q4
Estimate Spend
50 Lacs
Estimate Paid Sales
2.7 Lacs
Paid ROI
5.4 X
114. Media plan –flipkart
Flipkart
Estimate Spend
70 Lacs
Estimate Paid Sales
8.20 Cr
Paid ROI
11.7 X
Q1
Estimate Spend
10 Lacs
Estimate Paid Sales
80 Lacs
Paid ROI
8.0 X
Q2
Estimate Spend
15 Lacs
Estimate Paid Sales
1.50 Cr
Paid ROI
10.0 X
Q3
Estimate Spend
25 Lacs
Estimate Paid Sales
3.50 Cr
Paid ROI
14.0 X
Q4
Estimate Spend
20 Lacs
Estimate Paid Sales
2.40 Cr
Paid ROI
12.0 X
115. Overall summary
Overall
Estimate Spend
2.50 Cr
Total Paid Sales
17.2 Cr
Paid ROI
6.9 X
Amazon
Estimate spend
1.80 cr
Estimate paid sales
9.00 cr
Paid ROI
5.0 x
Flipkart
Estimate spend
70 lacs
Estimate paid sales
8.20 cr
Paid ROI
11.7 x
116. Customer details View content Cart abandons Engagement Social/other
Target users who interacts
with email / mobile no in
offline & online.
Customer target
Target individuals basis on
last action like view product
page, add to cart, etc.
Funnel drop outs
Target individuals basis on
similar interest of existing
customers, cross-selling /
upselling
Other intent
Target audience basis on
competitor or similar sites
that shares similar interest
In-market
Target individuals basis on
interaction like watch video,
basis on time spent, page
views, etc.
User takes specific action
Search
User searches about brand
and arrive on website
through organic or paid
listing
Organic / paid
We will create various audience clusters through GA and first party data to build relevancy and communication effectively &
improve conversion rate.
Requirements – to integrate first party data across various platform & build different communication for each cluster
Retargeting approach
118. Building cost efficiencies with additional targeting partners
Audiences Platforms Insights
Improved segmentation
Additional interest layering to reach
segments otherwise unreachable on
facebook
Omnipresence
Augment google display remarketing
with other remarketing platforms
Increased precision
Manage multiple publishers with
advanced targeting & insights to
increase leads
Bid
automation
Improve auction efficiency
Manage high intent and low intent
keywords with effective portfolio
based bid management solution.
119. Caliper to simply bulk campaign setups
Lead
Generation &
Management
Unified
Reporting
Centralized Asset
Management
Standardized
Asset Creation
Media
Consolidation &
Optimization
Product developed between 2019-20 & Beta
live since Oct 2020
Live across few IPG clients: Auto OEM, Titan
Group
2500+ Dealers/Stores on-boarded
10cr+ campaigns run across 4 months – Over
2cr+ efficiency delivered
120. Criteo ai engine - dco+
Predictive Bidding, Product Recommendations
The Criteo AI Engine powers our hyper-relevant ad technology with three core components:
Evaluates shopper context
product behavior, and publisher
interaction to determine the
best engagement opportunities
Select the most relevant
offers based on your
goal, shopper behavior
pattern on your site.
Delivers one-to-one
creative personalization
across all formats while
maintaining brand
consistency.
124. Performance marketing estimations
Impressions:
20,72,78,230
Clicks:
47,46,648
Cost:
₹ 4,28,50,000
Rev:
25,55,01,032
Orders:
20,452
Ctr:
2.3%
Cpc:
9.0
Roas:
5.96
Aov:
12,486
Platform Type Spends Revenue % Rev
Google ₹ 4,64,50,000 ₹ 15,90,51,610 66%
Facebook ₹ 3,29,37,500 ₹ 4,92,14,950 20%
Criteo ₹ 30,00,000 ₹ 70,46,250 3%
Grand Total ₹ 8,70,32,500 ₹ 24,17,59,417 100%
28%
20%
2%
50%
Spends
Google Facebook Criteo Bing Branding Grand Total
125. Ecommerce MARKETING ESTIMATIONS
Impressions:
20,72,78,230
Clicks:
47,46,648
Cost:
₹ 4,28,50,000
Rev:
25,55,01,032
Orders:
20,452
CTR:
2.3%
CPC:
9.0
ROAS:
5.96
AOV:
12,486
Platform Type Spends Revenue % Rev
Google ₹ 4,64,50,000 ₹ 15,90,51,610 66%
Facebook ₹ 3,29,37,500 ₹ 4,92,14,950 20%
Criteo ₹ 30,00,000 ₹ 70,46,250 3%
Grand Total ₹ 8,70,32,500 ₹ 24,17,59,417 100%
28%
20%
2%
50%
Spends
Google Facebook Criteo Bing Branding Grand Total
126. 129
Affiliate 1
Affiliate 2
Social Commerce
Native Platform
Influencer
Affiliate Management System
MULTIPLE PARTNER MANAGEMENT AT SCALE WITH
SUPER AFFILIATE PROGRAM
Benefits
• One Pixel Approach
• Creative, Offer, and Landing
Page Optimization
• Fraud Protection
• Brand Safety
• Real Time Reporting
• Performance Automation
Network Credit Sale To Affiliate
Sale Recorded
Referral Fee Paid To Affiliate
127. Proprietary + Confidential
MOVE TOWARDS AN OMNICHANNEL GOAL TO DRIVE
RESULTS FOR - ESHOP AND STORES
Measure to Omnichannel
Measure to single-channel
Online KPIs
Offline KPIs
Incentives drive marketing to optimize a
predetermined channel
Automation drives marketing to optimize for
Omnichannel outcomes
limited flexibility to adjust as demand shifts from
online to offline (vice versa)
Real-time optimizations as demand shifts from online
to offline (vice versa)
Offline
Online
KPIs like Omnichannel
ROAS use store data (e.g.,
visits or sales) and online
sales to capture the
overall O&O impact of
digital marketing
Omnichannel KPI
128. HOW DO WE MEASURE VISITS?
Backend data
Digital Interaction Extrapolated
to the population
aggregated and anonymized
Store Visit
2
Customer visits store
Geometry mapping, wi-fi
scanning
GPS
Signed-in and opted into
location history
Clicks on an
ad/website
1
Ongoing data
validation
surveys with user panel
3 4
129. 5.
LEARN & IMPROVE
MEASUREMENT
How do we measure continuous Flow
improvement?
How do we optimize performance and
adjust plans accordingly?
133. BRAND COMMUNICATION:
Duroflex prime communication was to get a good night sleep, they have done a campaign in youtube
with few famous singers like armaan malik & chinmayi, a lullaby named “sounds of sleep” which
bridges the affair between a good sleep and Duroflex
Duroflex tries to communicate the seasonal/festive vibe and how it can get better through a great
night sleep, seasonal/festive campaigns were focussed.
Campaigns with tier-1,2 celebrities & influencers have done to create the advocacy towards the
customers
Primary target customers - Duroflex has a vast targeting, among few are below
1. Millennials who are addicted to internet, living a hustle life, lacks a good deep sleep (working
men & women)
2. Young Moms & fathers(surrogate) (25-34) who are trying to achieve a peaceful sleep after
childbirth
3. Newly married couples
135. Duroflex Social Media Universe
Notable Campaigns:
- #NewSleepGoals – New Year campaign made with influencers. Reels and posts talk about buying a mattress as a
resolution for good sleep.
- #MastersOfSleep – A product launch campaign that shows a pet dog and cat as they introduce viewers to a new
product and its features.
- Contest and giveaways campaigns are done frequently for engagement
- #FestivalOfChange – Festive campaign for Diwali shopping with Alia Bhat.
136. Duroflex Social Media Universe
What’s working:
1) Regular content on FB and IG
2) Good mix of content – Product centric, Sleep – Tips & Hacks, Topical, Moment Mkting, Influencer collab, Festive & Sales
Promo
3) Celebrity association (for select range)
4) Posts about other offerings – Décor and furnishing
137. Duroflex Social Media Universe
What’s working:
1) Regular content on FB and IG
2) Good mix of content – Product centric, Sleep – Tips & Hacks, Topical, Moment Mkting,
Influencer collab, Festive & Sales Promo
3) Celebrity association (for select range)
4) Posts about other offerings – Décor and furnishing
What’s could be better:
1) Leverage YouTube better.
2) Social Media communication can use more interaction and engagement with followers.
138. Platform Behaviour Objective Approach
Instagram Visual storytelling, videos, influencers,
contests, giveaways, engagement
LOOK AT ME
Establishing culture, brand imagery,
engagement, building usage occasions
and content wall
Create a culture
By savoring the story of success
through stories, moments, passions,
properties, influencers and experiences
Facebook Information, news, updates, events LIKE ME
Building loyalty and community along
with awareness
Drive reach
By telling them everything they need to
know from processes to everything
else
Twitter Information, entertainment and laid-
back viewing, banter, reviews, opinion
threads
STAY UP-TO-DATE WITH ME
Engagement, education and
entertainment
Build conversations
Between the brand & its customers and
other brands on related content and
influence with opinions, trends-jacking
Youtube Professional relationship, thought
leadership, showcase supremacy
LEAD TO ME
Talk about success stories and have a
voice of change
Thought leadership and leads
Build B2B + B2C communication,
establish identity
139. Opportunity
Outline a creative strategy that defines the way ahead for social media, to leverage platforms and aid customers to
develop a deeper affinity with the brand.
140. Insight
The mattress is not just a piece of décor in your room. It’s your comfort zone – a sanctuary. It’s your space where
you can safely leave all your tags behind – manager, wife, father, student, young, old, rich – and be truly YOU. No
matter how good or bad your day was, at the end of it you come to this 5x6 foam of magic, that takes care of you
through and through.
141. Introducing We’ve #GotYourBack
A platform dedicated to acknowledging, celebrating, and supporting you the customer at every step of your life
journey. From a product-level standpoint (how our mattress is beneficial to your back/health) to assisting in life-
challenges (Eg. financial tips & tricks for newly-weds), the brand endeavours to make sure We’ve #GotYourBack.
142. Idea 1: Wedding Season
How can we address personal “big ticket” events of our customers that are not on the calendar? We create
seasonal campaigns to address this in a fun way.
Life events:
Weddings
Now accepting Wedding Cards
Create a fun campaign during wedding season where customers can upload their wedding card and get a 15%
instant discount. This can be extended to various life events - New city (new job - upload your offer letter) etc. The
campaign can repeat frequently across the year.
Further to ‘We #GotYourBack’ thought, the brand can arrange for pick-up and drops to the experience zones, if
customers are inclined towards purchasing.
Bucket: Personal Life Events | Always On
143. Idea 2: #ChaoticReviews
We shall post chaotic reviews on our social media handles by conducting a product demo. These will include demos
like tearing down a mattress using an electric drill, a bounce test and so on.
Content Buckets: Product Specs | Always On
144. Idea 3: #PillowTalk
Create a web series on Duroflex’s YouTube channel centering on a couple and conversations they would have before
bed. In this, we shall showcase problems/issues every couple face and give out suggestions and solutions to resolve
them.
Content Buckets: Always On | Personal Life Events
145. Idea 4: #DecorLookbook
A series of Instagram stories showcasing design ideas for bedrooms. This will always be available on Duroflex’s
Instagram highlights for anyone to revisit.
Content Buckets: Always On
146. Idea 5: #BedtimeTales
Through videos of embroidery on bed sheets, we shall narrate a short bedtime story. We shall position this in a
manner that reminds parents to spend more time with the kids while also making it informational.
Content Buckets: Always On
147. Idea 6: Engagement Ideas
Idea 1:
In a half-and-half static treatment, we see a bed decked with multiple pillows on one side and on the other, we see a
bed with only two pillows.
Copy: Either this or that.
No in-between.
Which one are you? Tell us in the comments.
Content Buckets: Always On | Engagement
148. Idea 6: Engagement Ideas
Poll:
On an Instagram story, we see a dog sleeping in between the bed while its owner is sleeping in the corner.
Q: He thinks he owns the bed. Does your pet do this too?
Option 1: Yes
Option 2: Hell yes!
Emoji Slider:
We see different emojis from sad to happy. Then, with an Instagram emoji slider, we ask our followers to answer the question.
Q: How well did you sleep today?
Content Buckets: Always On | Engagement
149. Idea 7: #IndianWeddings101
Duroflex X Danish Sait - Brand Collaboration
During the wedding season, Danish Sait will dawn one of his alter-egos, to make a series of funny and product-
centric reels and shorts. These sketches will be based on the different issues commonly faced during the hustle and
bustle of a wedding.
Content Buckets: Brand Collaborations | Product Specs | Personal Life Events | Influencer Collabs
150. Idea 8: #TheDuroflexCastle
The Duroflex Castle
In malls and societies, we create a life-size bouncy castle for adults. Made and designed by Duroflex, this castle will
give users a first-hand account of the durability and bounciness of Duroflex.
Content Buckets: Experience | Engagement | Product Specs
151. Idea 9: #CorporateSnooze
In IT Parks and Business Centres, we give corporate employees a product demo by letting them check out Duroflex’s
comfort. We do this, through an activity that will provide corporate employees with a chance to take a nap after
lunch, during work hours.
Content Buckets: Experience | Engagement | Product Specs
152. Idea 10: Topical
Pongal, Lohri and Bihu are harvest festivals that are celebrated on the same day in different parts of the country.
Hitting 3 birds with one, Duroflex will celebrate all these days together through a video post that will showcase
illustrations of different elements native to these festivals made out of choir.
Content Bucket: Always On | Topical | Product Specs
153. Idea 11: #SnoozeGroove
Spotify Playlist X Duroflex
In collaboration with Spotify, Duroflex will create a playlist for people of all ages. This playlist will feature lullabies,
ASMR audios and other calming tracks making it the perfect playlist before anyone retires for the day.
Content Bucket: Always On | Brand Collaboration | Experience
154. Media approach for South
MEDIA OBJECTIVE
Value Comforter Lifestyle Comforter
• Operate at sufficiency awareness levels.
• Focus more on mid and purchase funnel to increase transactions
MEDIAAPPROACH
• Sharper cohorts level targeting through programmatic in the south markets
• Personalized communication to the audience cohorts/ affine TG and driving traffic to
the relevant product pages
• Primary focus to be on new launches and occasion centric campaigns
• Collaboration with content partners/influencers during key moments/occasions to
highlight products and drive consideration
• Social and search to primarily drive product/brand search. Maintaining high SOV on KW
searches and social platform.
156. COMPETITION INSIGHTS
• Sleepwell launches DIY custom mattresses with dual
surface types
https://www.afaqs.com/news/mktg/sleepwell-launches-diy-
custom-mattresses-with-dual-surface-types
Page Views: 20K; Avg. Time Spent: 1:33Min;
Bounce Rate: 66.41%
• Wakefit has Sumeet Vyas go on a tirade against “return to
office”
https://www.afaqs.com/news/advertising/wakefit-has-
sumeet-vyas-go-on-a-tirade-against-return-to-office
Page Views: 25Kl Avg. Time Spent: 2:18Min;
Bounce Rate: 64.69%
157. 171
D2C BRANDS ARE DOMINANT ON SOCIAL MEDIA,
ELEBRITY (SPORTS/BOLLYWOOD)ASSOTIATIONS COMMONLY OBSERVE
Source: Google Internal data, keyword planner
• Leveraged Rashmika Mandana in their brand communication
• Created unique property ‘Sleep Internship’
• Active on Youtube with different characters highlighting the
various mattress variants
• Influencer videos with Cyrus Broacha, Shivankit Singh gathered
good buzz
• LP: Youtube-D2C Website, Search- Amazon
• Tactical communication (GOT, etc) highlighting product benefits
used on social
• LP: Facebook-D2C website, Search- Amazon, Flipkart)
• Videos of brand ambassador Anil Kapoor highlighting brand &
product attribute promoted extensively on digital
• Other influencer videos with Mrunal Thakur, Aparshakti Khurana,
Jim Sarbh also promoted
• LP: Facebook-D2C website, Search- Amazon, Flipkart)
• Sleepycat highly active on Facebook & YouTube
• Videos with Shrikanth Kidambi & founder of Sleepycat
• LP: Facebook, Youtube- D2C Website, Search- Amazon, Flipkart
• Highly active on Instagram, Facebook with posts highlighting
comfort aspects, benefits
• Videos with Ranveer Singh & other influencers promoted
• LP: Facebook, Youtube - D2C Website, Search- Amazon, Flipkart,
Pepperfry
• Intermittently active on social platforms, benefit driven
communication leading to CTA
• LP: Facebook- D2C Website, Search- Amazon, Flipkart
• Active on social with occasion-led brand campaigns
• Engagements are observed frequently on multiple posts
• LP: Facebook- D2C Website, Search- Amazon, Flipkart
158. Meet India's 1st & Only SmartGRID Mattress | The Sleep Company Best Mattress For Backpain - India's 1st & Only SmartGRID Mattress
Make 2021 a Healthy New Year with a Sleepwell mattress.
#SleepwellNeemFrescheTechnology #voxpopvideo
Presenting Sleepwell’s Kids bedsets range! With 100% premium cotton sateen, Neem Freche technology, and plush soft comfort,
these Disney and Marvel-themed comfortable bedsets will put the superheroes and princesses of your homes to a magical sleep!
Bedsets are currently available in Gujarat, Maharashtra, Goa, Indore, and Hyderabad only. Visit your nearest Sleepwell Store to
know more!
THE SLEEP COMPANY
SLEEPWELL
VIEWS: 48Mn
INVESTMENT: 5cr
VIEWS: 20MN
INVESTMENT: 2cr
VIEWS: 6Mn
INVESTMENT: 70lacs
VIEWS: 1.9 MN
INVESTMENT: 1 MN
