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Digital Marketing Strategy by Owais Chasmawalla-Jumbo King

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Digital Marketing Strategy by Owais Chasmawalla-Jumbo King

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Digital Marketing Strategy by Owais Chasmawalla-Jumbo King

  1. 1. OWAIS CHASMAWALA
  2. 2. THE DIGITAL REPORT OF JUMBO KING.
  3. 3. UP NEXT……
  4. 4. WHAT????? ESTABLISHED IN 2001 BY DHEERAJ GUPTA. 23RD AUGUST 2001 – FIRST OUTLET IN MALAD. QUICK SERVICE RESTAURANTS(QSR) – WORKS ON FRANCHISEE MODEL CURRENTLY HAVE 50 PLUS OUTLETS (INFORMATION PROVIDED AS PER THEIR WEBSITE) IT HAS SPREAD ACROSS THE WHOLE MMR, AS WELL AS BANGLORE, HYDERBAD, AURANGABAD AND GUJRAT
  5. 5. DIGITAL PRESENCE WEBSITE FACEBOOK INSTAGRAM TWITTER ZOMATO
  6. 6. 1) WEBSITE A POP UP APPEARS !!!!
  7. 7. HOME PAGE – CAN’T SCROLL FURTHER
  8. 8. CURRENT ABOUT US PAGE – VERY DRY !!!
  9. 9. SUGGESTIONS!! 23rd AUGUST 2001…WE BEGAN TO SERVE VADA PAV AT MALAD Two outlets were opened in Ahmedabad on 17 August 2007 2007: Received Award for New Concept Franchising and Award as Innovative Franchisee model. 2014: First outlet in Hyderabad at Narayan guda 2011: First outlet in Bangaloreat Kora mangala 2011 MS Dhoni becomes Jumboking’s customer number 90,000,000
  10. 10. • ONLY ITEM NAME AND PICTURE. • SUGGESTION: CAN ADD EACH PRODUCT DESCRIPTION TO GIVE CUSTOMER A BETTER IDEA OF WHAT THAT VADA PAV IS
  11. 11. CORN PALAK WITH CHEESE !!! GET YOUR TASTE BUDS READY FOR A LIP SMAKING COMBO OF CORN PALAK AND CHEESE IN DESI ALL TIME HIT VADA PAV !!! SAMPLE !!
  12. 12. LIKES AND FOLLOWERS
  13. 13. FOLLOWERS - 616
  14. 14. FOLLOWERS - 1317
  15. 15. #chotibhookh #onthegosnacking #DilHaiDesi #ProudlyIndian #vadapavday #JkOfTheDay CAMPAIGNS !!!
  16. 16. #ONTHEGOSNACKING
  17. 17. #VADAPAVDAY
  18. 18. #CHOTIBHOKH
  19. 19. (DOMESTIC) USA (INTERNATIONAL)
  20. 20. ANALYSIS FACTORS FACEBOOK 218029 151496 7926854 INSTAGRAM 616 ---- 1.1M TWITTER 1317 948 1.5M WEBSITE RANK GLOBAL – 2385085 INDIA – 204760 GLOBAL – 2161719 INDIA – 175163 GLOBAL -29776 USA - 6641 WEBSITE LOADING SPEED 3.75s 3.02s 7.66s BOUNCE RATE 46.70% 53.30% 36.50% DAILY PAGEVIEW/VISITOR 2.60 1.50 3.18 SITES LINKING TO 30 26 1900 Data: alexa.com / pingdom.com
  21. 21. BURGER KING
  22. 22. NICE WAY OF DESCRIBING A BURGER !!!!
  23. 23. IT FURTHER SHOWS NUTRITION INFORMATION OF THAT PARTICULAR BURGER WHICH IS CUSTOMIZABLE !!!!
  24. 24. A SCREENSHOT OF CUSTOMIZED NUTRITION INFORMATION !!! FAT DECREASES AS WE UNTICK MAYONNAISE, AMERICAN CHEESE AND PICKLES
  25. 25. A UNIQUE WAY OF DISPLAYING WHATS HAPPENING ON THEIR SOCIAL MEDIA PLATFORM (TWITTER).
  26. 26. • THIS CAMPAIGN WAS DONE ONLY ON TWITTER. • WAS DONE IN THE MONTH OF MARCH 17. • TOOK 50-60 NEGATIVE TWEETS OF CHICKEN BURGER TWEETED YEAR BACK. • PERSONALLY RETWEETED THEM WITH A VIDEO. • GIVING FIRST CRISPY CHIKEN BURGER FOR FREE. #HatersGonnaLove
  27. 27. SOME SCREENSHOTS FROM VIDEO.
  28. 28. BOOK MY THEIR FOUNDER NO OF STORES IN INDIA
  29. 29. MENU VADA PAV DESCRIPTION !
  30. 30. ABOUT US – STORY
  31. 31. GOLI ACHIEVEMENTS ON THEIR HOME PAGE TO CREATE AN IMPACT ON VISITORS.
  32. 32. #GoliAwesomeness
  33. 33. UP NEXT……
  34. 34. TARGET GROUPS 15-35 M STUDENTS AND WORKING PROFESSIONALS MALE AND FEMALE URBAN CITY AND FAST MOVING TRAIN/METRO AND PUBLIC TRANSPORT TRAVELLERS AGE GROUP AND INCOME CLASS
  35. 35. DETAILED TARGET AUDIENCE-1 LOWE PAREL MALE MR.DAKSH SAMPAT AGE DEPUTY SALES MANAGER 10TH+12TH+BMS TRAIN TRAVELLER LIVES IN PLACE OF WORK SINGLE 45K INCOME
  36. 36. DETAILED TARGET AUDIENCE-2 MALE MASTER RAHUL JAIN AGE VIVA COLLEGE 12TH COMMERCE TRAIN TRAVELLER LIVES IN COLLEGE ATCLASSSES AT
  37. 37. KEYWORDS RANKING !!! JUMBOKING –#1 JUMBOKING MENU - #1 VADA PAV - #33 VADA PAV ORDER ONLINE - #4 VADA PAV FRANCHISE - #3 VADA PAV IN MUMBAI - #25 JUMBOKING VADA PAV PRICE - #2 Data: moz.com KEYWORDS RANKING
  38. 38. KEYWORDS VADA PAV VADA PAV IN MUMBAI ON THE GO SNACKS CHEESE VADA PAV VADA PAV IN PUNE VADA PAV IN BANGALORE VADA PAV IN HYDERABAD
  39. 39. SEO AUDIT !!! Data – woorank.com
  40. 40. SEO AUDIT !!! Data – woorank.com
  41. 41. SEO AUDIT !!! Data – woorank.com
  42. 42. SEO AUDIT !!! Data – woorank.com
  43. 43. SEO AUDIT !!! Data – alexa.com
  44. 44. SEO AUDIT !!! Data – woorank.com
  45. 45. VADA PAV EATING COMPETITION AT MALLS IN MUMBAI AND PUNE 01 #JumboChampionship
  46. 46. PRE EVENT BUZZ- CONTENT SERIES AT THE EVENT – FACEBOOK LIVE AND INSTAGRAM LIVE POST EVENT MEMORIES THE CAMPAIGN FLOW • AT MALLS IN MUMBAI – HIGH STREET PHOENIX – LOWER PAREL • AT MALLS IN PUNE – PHOENIX MARKET CITY • REGISTRATION ONLINE – WILL GET AUDIENCE EMAIL ADDRESS AND CONTACT NUMBER • PRIZE IN THE FORM OF GIFT VOUCHERS AND JUMBOKING OFFER BOOKLET • COMPETITION IN TWO CATEGORIES – MALE AND FEMALE
  47. 47. ASKING FOR UNIQUE INNOVATIVE VADA PAV RECIPES FROM AUDIENCE – BEST 30 TO BE FEATURED IN A JUMBOKING VADA PAV RECIPE BOOK AND THE BEST ENTRY COULD BE THE NEXT JUMBOKING LAUCH 02 #MeraWalaVada
  48. 48. THE CAMPAIGN FLOW • AUDIENCE NEED TO SUBMIT THEIR RECIPES ONLINE ON OUR WEBSITE • WILL GIVE THEM A SUBMISSION DEADLINE • POST DEADLINE, AFTER A WEEK ANNOUCE THE RESULTS. • BEST 30 RECIPES WILL BE FEATURED IN A BOOK WHICH WILL BE DELIVERED TO ALL THE 30 WINNERS ALONG WITH JUMBOKING VOUCHERS AND ALSO AVAILABLE FOR PURCHASE AT DIFFERENT JK OUTLETS • AMONGST THE 30 WINNERS, THE BEST WILL BE THE NEXT JUMBOKING LAUNCH
  49. 49. WHATSAPP CAMPAIGN – ASKING AUDIENCE TO SEND US A MESSAGE ON GIVEN MOBILE NUMBER AND AVAIL DISCOUNT COUPONS TO BE USED AT JK 03 #JeebharkeKhao
  50. 50. THE CAMPAIGN FLOW • WITH 160 MILION ACTIVE WHATSAPP USERS IN INDIA, THE CAMPAIGN WILL BEGIN WITH SOCIAL BUZZ OF WHATSAPP MESSAGES • ONCE THE AUDIENCE SUCCESSFULLY SENDS “ WE LOVE JUMBOKING” WE SEND THEM A LINK TO REDEEM THEIR FIRST COUPON • THEY WILL GET A COUPON ONLY AFTER FILLING NECESSARY DETAILS LIKE NAME AND EMAIL, WITH THIS WE WILL BE ABLE TO COLLECT A LOT OF DATA WHICH WILL FURTHER HELP IN SMS MARKETING • AT REGULAR INTERVALS PEOPLE WILL BE SEND COUPONS VIA WHATSAPP
  51. 51. CONTENT BUCKET PROMOTIONS CONTEST ALERTS PRE EVENT BUZZ POST MEMORIES- FLASHBACK POST POLLS – INTERACTIVE
  52. 52. UP NEXT……
  53. 53. --VECTORA LT STD ROMAN
  54. 54. JEB PAR SASTA…DIL RAHE HASTA – WHY JUMBOKING VADA PAV IS MUMBAIKARS FAVOURITE CHOICE. CONTENT WHAT MAKES JUMBOKING DIFFERENT FROM OTHER VADA PAV WALAS • ITS ECONOMICAL • ITS STOMACH FILLING • THEIR VADAS HAVE A PROPER STANDARD SIZE
  55. 55. 2 ARE YOU A HYGIENE FREAK ?? – JUMBOKING IS THE RIGHT CHOICE FOR YOU CONTENT THE LEVEL OF HYGIENE MAINTAINED AT JUMBOKING TO MAKE IT A RELIABLE FOOD OUTLET .
  56. 56. 3 HAVE YOU GONE THROUGH THESE 5 EXPERIENCES TO CALL YOURSELF – ‘ME MUBAIKAR’ ? CONTENT • HAD A ROADSIDE CUTTING CHAI • SEEN SUNRISE/SUNSET AT MARINE DRIVE/QUEENS NECKLACE • TRAVELLED IN A BUSY LOCAL TRAIN • EATEN A VADA PAV ON A HUNGRY STOMACH • PLAYED GULLY CRICKET
  57. 57. 4 CONTENT • FOOD SPECIALITY OF DIFFERENT PARTS OF INDIA • FROM SOUTH – IDLI VADA / DOSA • FROM NORTH – CHOLE BHATURE • FROM WEST – DHOKLA / VADA PAV • FROM EAST – BESI BHELI BHAAT THE GREAT INDIAN DELICACIES – EAST OR WEST INDIAN SNACKS ARE THE BEST
  58. 58. 5 MUMBAI CHA BURGER - THE HISTORY OF FAVOURITE ON THE GO SNACK OF MUMBAIKARS CONTENT • HOW VADA PAV WAS BORN - • ASHOK VAIDYA, THE MAN WHO IS CREDITED WITH COMING UP WITH THE IDEA FOR THE SNACK AT HIS STALL OUTSIDE DADAR RAILWAY STATION IN 1966.
  59. 59. SUBSCRIBERS – WILL GET EMAIL ID FROM REGISTRATION OF OUR CAMPAIGNS ONE OF THE EMAIL AUTOMATION STRATEGY INTRO EMAIL FOR THE CHAMPIONSHIP COMPETITION POST EVENT MAIL- WINNER RULES OF THE EVENT PROMOTIONAL OFFER MAIL. REMINDER FOR THE EVENT TRY VARIETY COMBOS AT JK MEMBERSHIP MAIL. OFFER ON JK OF THE DAY YES YES YES YES YES YES YES NO NO NO NO NO NO
  60. 60. EMAIL SUBJECT LINES WELCOME TO THE JUMBO CHAMPIONSHIP EVENT - YOU ARE 3 STEPS AWAY FROM WINNING THE CHAMPIONSHIP REMEMBER THE THREE R’S OF THE EVENT – REVERT, REPORT AND REJOICE NOW SPEND LESS TO EAT MORE – GET 15% OFF ON YOUR NEXT JUMBOKING ORDER CONGRATULATIONS! YOU GET A FREE JUMBOKING MEMBERSHIP CARD | CLICK ON THE LINK TO KNOW MORE | CHECK THE BEST MOMENTS OF OUR EVENT | CLICK TO KNOW MORE | 1. 3. 2. 5. 4.
  61. 61. UP NEXT……
  62. 62. 1.THE HUNGRY MUMBAIKAR • FOOD BLOGGER AND CONSULTANT • BEST FOOD BLOG AT COSMOPOLITAN INDIA BLOGGER AWARDS 2016 • 79.3k FOLLOWERS
  63. 63. 2.THE BIG BHOOKAD • Adarsh Munjal - Food blogging since 2010. • INSTAGRAM – 25K FOLLOWERS • FACEBOOK – 22449 LIKES • HAS WEBSITE – www.thebigbhookad.com
  64. 64. 3. MUMBAI FOODIE  INSTAGRAM – 239K FOLLOWERS  FACEBOOK – 16452 LIKES  TWITTER – 720 FOLLOWERS
  65. 65. 4. MAHARASHTRA_IG • 98.8K FOLLOWERS ON INSTAGRAM. • SHOWCASES MAHARASHTRIAN CULTURE, LIFESTYLE, HISTORY, FOOD ETC.
  66. 66. 5.THECRAZYINDIANFOODIE • DEVASHREE SANGHVI – OWN PERSONAL FOOD AND TRAVEL BLOG • INSTAGRAM FOLLOWERS – 100K • TWITTER FOLLOWERS – 1347 • FACEBOOK LIKES – 32783
  67. 67. APPLICATIONS1. INVITE US ON OUR EVENT 2. ASK THEM TO RATE US ON ZOMATO 3. POST ON THEIR SOCIAL MEDIA HANDLES ABOUT DIFFERENT JK OF THE DAY
  68. 68. 1. QUORA ANSWERING QUEATIONS LIKE “ WHERE CAN ONE GET THE BEST VADA PAV IN MUMBAI ? “ “ WHERE CAN I GET THE BEST VADA PAV IN MUMBI/PUNE AND MAHARASHTRA? “
  69. 69. 2. BURRP • IMPROVING RATINGS ON BURRP WEBSITE BY GIVING REVIEWS AND STARS
  70. 70. 3. ZOMATO • IMPROVING RATINGS ON ZOMATO BY GIVING REVIEWS AND STARS
  71. 71. 4. MOUTHSHUT.COM
  72. 72. BUDGET ALLOCATION = M-INDICATOR RS 30000 = FACEBOOK RS 20000
  73. 73. M-INDICATOR IMAGE SIZE 640X100 PX
  74. 74. FACEBOOK CAMPAIGN OBJECTIVE TARGETING REACH
  75. 75. FACEBOOK
  76. 76. FACEBOOK
  77. 77. LANDING PAGE
  78. 78. https://workholik15.wixsite.com/jumboking LANDING PAGE https://workholik15.wixsite.com/jumboking

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