This presentation contains an overview of the hypothetical brand Bonbela and digital marketing campaigns as a part of the class assignment.

1. SERVICE MARKETING
(BONBELA)
SUBMITTED BY:
SHWETA KATARIA
SARANDHA SHARMA
MAHIMA PATEL
SHEFALI MITRA
DHARVI KHAROUD

2. ABOUT THE BRAND
•Bonbela is one of its kind, online personal styling portal
understands the importance of great style in day-to-day life.
•Headquartered in Mumbai.
•We work with our members to enhance their individual style
quotient by providing a 24 hour access to our expert panel
of fashion stylists.
•Bonbela( Bon meaning 'good' in French and bella meaning
'beautiful' in Italian and Latin),itself infuses a highly poignant
feeling, with a warm, classic mood.

3. GAP : We understand the jiff people have to
go through to curate a look for a party,
occasion, outing, date or for a casual dinner.
IDEA : We thus take the entire responsibility
and curate the entire look from top to bottom
at affordable prices, wherein our customer
doesn’t needs to go through the tedious
process of selecting each piece of apparel
and accessory.
•Bonbela boasts a robust collection of
contemporary fashion which includes casual
wear, party wear, ethnic wear, designer
bags, fashion accessories etc.
•Tagline- Your One Stop Styling
Destination.
•Stylist Panel.
•Collaboration with Upcoming Designers.
( Become a Designerpreneur)
•Your One Stop Styling Destination.
•Funding – Boot Strapped.

4. BUSINESS CARD
AND POSTER

5. SWOT ANALYSIS
•Users can order celebrity stylist-curated products.
•Customized products.
•E-commerce platform.
•Delivery at the doorsteps
•Experience studios.
STRENGTHS
•Perception regarding the quality of product.
•Expensive.
•New to the market.
WEAKNESS
•Opportunities in online space.
•Brand expansion in the customization of products.
•Product alliances with new partners.
•Capture the younger generations.
OPPORTUNITIES
•Existing Competitors.
•Changing Fashion.
•Maintain its position in the market.
•Popularity of individual stores of footwear, clothes, accessories and
cosmetics.
THREATS

6. ROAD AHEAD
Expansion
of offline
stores.
sustainable
products
augmented
reality and
virtual reality
Artificial
Intelligence.
Self-check-
out.

7. MERCHANDISE MIX

8. SERVICES
Become a Designerpreneur –
• Solution for all designer needs such as branding,
photography, celebrity styling, influencer marketing, multi
designer stores & outright sales.
•A multi-channel platform that provides end-to-end services to
fashion designers

9. SERVICES PROVIDED TO DESIGNERS
Create Virtual Storefront & Publish unlimited products
Manage orders and listings
Business performance analytics
Logistics support (drop-shipment)
Social media post to showcase your label.
Celebrity sourcing and influencer marketing
Participate in Exclusive Bonbela Multi-city Exhibitions.
In-Store retailing in one of the store.
One on one growth consultancy session.

10. SERVICES PROVIDED TO THE CUSTOMERS
•Personal stylist & Customisation
•24*7 Customer care
•Easy exchange and returns
•Member privileges
•Special occasion offers

11. HOW OUR CUSTOMISED BOX
MEMBERSHIP WORKS

12. STP
SEGMENTATION
Geographic: Urban Region; Tier I
and Tier II cities. Metropolitan
areas.
Psychographic: Innovators and
Experiences (VALS Theory)
Demographic: Female of 20 – 45
years. Upper Middle class.
Behavioral: Stylish, Fashion
forward, Early Fashion Adopters.
TARGETING
Customers who are fashion
conscious, prefer customized
clothing.
Prefer Online shopping.
Working Women, who wish to buy
entire outfit and save time.
POSTIONING
Position ourselves as “ One stop
destination for stylist curated
looks, for all occasion.”

13. EXTENDED MARKETING MIX
Bonbela customized box.
It consists of:
Apparel
Accessories
Footwear
Beauty products
Final look curated by celebrity
stylist.
Pricing depends on the number
of items in a box.
•Box of 2 worth Rs. 2500/-
•Box of 3 worth Rs.3500/-
•Box of 4 worth Rs. 4500/-
•E-commerce retailing
(www.bonbela.com )
•Head office: Mumbai.
•Bonbela studios at Mumbai and
Bangalore.
•Company is trying to reach to
tier 1 and tier 2 cities through
exhibitions
•Influencer marketing strategies.
•Social media marketing.
•Posters and business cards.
•Multi city exhibitions in tier 1
and tier 2cities.
•SMS and E-mail marketing.
•Google ads
•Bonbela website
Physical Evidence:
Logo – Classy and elegant.
Striking colour combination.
Yellow as background color,
and black adds accent of
sophistication.
Tagline – Your One Stop Styling
Destination.
Brand Personality – Excitement,
Sophisticated.
Stylist select the merchandise
and put the look together.
Process to place a order: Fill
your style quiz
Get Membership
Curate your box
Get your BB box
Delivery Process time: 6-7
days
•Team of 5 people: Marketing,
Customer care, Logistics, IT
logistics and Finance
•Team of Stylists: 15-20.
•Partnering with Designers.
•Employee: 90-100.
•Logistics Outsourced.
PRODUCTS PRICE PLACE PROMOTION
PEOPLE PROCESS
PHYSICAL
EVIDENCE

14. SERVICE DESIGN

15. SERVICE DESIGN FRAMEWORK
Service
Requirements
Service
Performance
standards
Service Product
Design
Service Facilities
Design
Service operation
Design
Customer Service
design
•Service Requirements:
Customer’s requirements for what is needed from
the service
•Service performance standards:
Performance standards that service needs to satisfy
•Service Product Design:
Designing the physical attributes of the service.
•Service facilities Design:
Designing the physical layout of the facilities where
the service is delivered. Also includes back room
facilities.
•Service Operation Design:
Activities that are needed to deliver or maintain a
service.
•Customer Service Design:
Activities that pertains to the interactions between
customers and the service provider.

16. SERVICE DESIGN MODEL- BONBELA• Service Requirements:
In order to understand the customer requirements, they are made to fill a form
which helps the stylists to understand their tastes and preferences
• Service performance standards:
Specific performance standards are set for the service delivery and all
employees follow those standards.
• Service Product Design:
All products are approved by stylists. Bonbela boxes are specially curated and
also customizable.
• Service facilities Design:
Front End Facilities include interactive website, experience studios and well
mannered delivery executives. Back end facilities include Logistics and IT
facilities.
• Service Operation Design:
Includes Logistic handling, reverse logistics handling, transportation and
availability of delivery executives.
• Customer Service Design:
Bonbela offers 24*7 customer service. Customers can contact regarding their
queries through our website where Email, toll free number and chatboxes are
available to customers. They can also meet the sales executives and stylists at
studios to resolve their queries.
Service
Requirements
Service
Performance
standards
Service Product
Design
Service Facilities
Design
Service operation
Design
Customer Service
design

17. SERVICE BLUEPRINT
Map that portrays the service system.
Technique used to simultaneously depict service process, the points of
customer contact and the evidence of service from the customer’s point
of view.
Process
Point of contact
Evidence
Service Blueprint

18. SERVICE BLUEPRINT- BONBELA

19. MARKETING STRATEGIES

20. Marketing
Strategies
Exhibitions
Membership
programme
Email
Marketing
SMS
Marketing
Website
Social Media
Marketing
Google Ads
Influencer
Marketing
MARKETING
STRATEGIES

21. INFLUENCER MARKETING
•Marketing Technique in which individuals who have influence over potential customers are
identified, and marketing activities are oriented around these influencers.
•Influencer content may be framed as testimonial advertising where they play the role of a
potential buyer themselves.
•Bonbela identified few Instagram and YouTube bloggers who have a huge follower base and
have a personality that aligns with the personality of the brand.
•Specially curated Bonbela box was sent to the Bloggers.
•The Bloggers then featured their experience on their respective channels.

22. SMS MARKETING
•SMS Marketing campaigns are used to communicate new offers and products to the
customers.
•Frequent SMS are sent to customers to engage them with the brand updates.
•A customer database made through previous purchases is used and personalized SMS are
sent to the members. Also, Introductory messages are sent to potential customers.

23. EXHIBITIONS
•Bonbela conducts exhibitions in Tier I and Tier II cities in gallery ,by collaborating with various
pop up Shows.
•Each brand is individually displayed on a booth, all the visual merchandising activities and
handling of a booth is done by a concerned person.

24. MEMBERSHIP PROGRAMMES
•Bonbela conducts exhibitions in Tier I and Tier II cities in gallery ,by collaborating with various
pop up Shows.
•Each brand is individually displayed on a booth, all the visual merchandising activities and
handling of a booth is done by a concerned person.

25. DIGITAL MARKETING CAMPAIGN

26. WEBSITE DESIGN
A website is the first step to digitally increase the customer.
Customer can interact with the company through chatboxes, email
and on phone and browse through different products.

27. GOOGLE ADS
We created Google ads both responsive display ads and search for all internet platforms and both
mobile and desktop formats.
Responsive Display Ads For Mobile Format
Youtube In-app promotions (full screen) In-app promotions

28. Responsive Search Ads
For Desktop Format
(Youtube)

29. Search Ad

30. EMAIL MARKETING
Mobile Format:
Closed Email Ad:
Open Email Ad

31. Desktop Format
Open Email Ad:
Closed Email Ad:

32. SOCIAL MEDIA MARKETING-
INSTAGRAM

34. FACEBOOK

35. CONCLUSION
We created a fashion brand Bonbela where one gets a personalised box specially curated
by designers and stylists. All products have been chosen very precisely and recommended
to its customers.
Prices have been set according to products and services being offered.
All steps have been taken to ensure smooth customer services.
Various marketing strategies have been development to increase its customer reach.

36. REFERENCES
•Balaji, D. B. (n.d.). Service Design. Retrieved May 13, 2019, from Your article library:
http://www.yourarticlelibrary.com/company/service-management/service-design-components-
methodology-and-overview-of-model-stages/40557
•Chen, J. (2019, May 5). Expert's guide to Influencer Marketing. Retrieved May 13, 2019, from
sproutsocial: https://sproutsocial.com/insights/influencer-marketing/
•Pugh, M.-R. (2019, March 4). What is service blueprint. Retrieved May 14, 2019, from
Lucidchart: https://www.lucidchart.com/blog/what-is-a-service-blueprint
•Zeithaml V A, B. M. (2011). Services Marketing. New Delhi: Tata McGraw Hill Wducation
Private Limited.

37. THANKYOU