Some ideas that I put forward to Fossil India team for their Digital Marketing strategy

1. Case for
Marketing
Profile
Keerthan G

2. Objectives
Part 1:
With a Marketing budget(Digital) of INR 150 lacs, to be spent to kick start a new
product line-Connected Wearables, a detailed budget plan with channel mix and
expected RoI for each channel has to be prepared.
Part 2:
Initiatives that can be taken from a content & creative point of view for each of the
Fossil Group brands listed to increase:
1. Awareness 2. Top of mind recall 3. Consideration 4. Conversion

3. Part1: Budget & ROI
Defining Target audience
To be able to precisely decide on the
Channel mix, let us first look at the
Target audience for the new product
line-Connected wearables. Following
market segmentation variables will be
considered
● Socio-demographic
● Geographic
● Psychographic

4. Defining the Audience
Socio Demographic
● Age group: Primary
target- 16 to 35 years
● Language: Primarily
English proficient
● Income group: middle
to upper class
individuals
Geographic
● Metros
● Tier 1,2 cities
Psychographic
● Fitness freaks and
health conscious
individuals who look
for tracking fitness
goals, sleep patterns
etc.

5. Channel mix and ranking based on relevance
Channel A.Trust factor
(How much people trust the
channel as authentic voice)
B. Cost
(Lower the cost,higher
the weightage)
C.Reach
(Scope of reach
of channel)
D. Purchase intent
factor
( likelihood of purchase from
channel)
Final factor
( Column
AxBxCxD)
Instagram Ads 0.7 0.7 0.9 0.7 0.3087
Facebook ads 0.7 0.6 1 0.8 0.3360
Youtube VideoAds 0.8 0.4 0.9 0.9 0.2592
Influencers(Social/
Celebrity)
0.9 0.7 0.4 0.9 0.1701
Search ads(PPC) 0.5 0.6 0.9 0.7 0.1890
E-commerce
website ads
0.8 0.6 0.8 0.8 0.3072
Emails 0.7 0.9 0.6 0.7 0.2646
Assumptions
1. Wearables are most effectively promoted using visual media using images/videos of the products
2. All scores on a scale of 1, and higher the number better it is except for Cost column
3. Certain channels are limited by the reach it can provide e.g. Influencer marketing

6. For detailed calculation click- https://goo.gl/7UaAg4
The plan is to utilize INR 150 lacs over a period of 3 months to have a planned campaign which also provides the time to make
small changes based on the performance of the campaign. Of the 150 lacs only 130 lacs is planned for utilization and the
remaining 20 lacs is kept aside as buffer for certain immediate requirements
Budget Plan with ROI
Channel
Budget for
Quarter Jan Feb Mar CPC AOV Conversion rate Total clicks Conversions Revenue ROI
Instagram Ads 2187214 984246 765525 437443 60 10000 1% 36454 365 3645356 0.67
Facebook ads 2380641 1071288 833224 476128 40 10000 2% 59516 893 8927404 2.75
Youtube VideoAds 1836494 826422 642773 367299 100 10000 3% 18365 459 4591236 1.50
Influencers(Social) 1205199 542340 421820 241040 20 10000 2% 60260 904 9038996 6.50
Search ads(PPC) 1339111 602600 468689 267822 50 10000 2% 26782 402 4017332 2.00
E-commerce
website ads 2176586 979464 761805 435317 70 10000 3% 31094 933 9328226 3.29
Emails 1874755 843640 656164 374951 15 10000 2% 124984 1875 18747547 9.00
Total 13000000 58296097 3.48

7. Part 2:
Initiatives that can be taken from a content
& creative point of view for Fossil brands to increase
● Awareness
● Top of mind recall
● Consideration
● Conversion

8. Funnel Analysis
Awareness:
Organic traffic like Content, community, blogs, forums.
Paid campaigns on Content discovery platforms like
Outbrain,Facebook ads, video ads
Top of Mind Recall:
Content consumption and learning more about the
Company and its offerings. Offering customized
notifications & content.
Consideration:
Communicate features and benefits using emails,
product catalog
Conversion:
Persuade to take action by showing the products
consumer showed interest in by techniques like
retargeting

9. Funnel Content strategy
Brand
maturity
Awareness Top of mind recall Consideration Conversion
Fossil High Has wide awareness. Paid
campaigns to reach new audience.
Outbrain to distribute content
Affiliates who want to monitize
the content and act as
ambassadors. Work on CPA
model
Capture leads and source leads
externally and communicate
features & its relevance
Key focus area
Retarget the users who
have visited the site
Skagen Medium Use existing email subscriber of
mature brands and introduce the
brand
Influencer to distribute content
and reinforce the essence of the
brand
Key focus area
Reviews, testimonials as Social
proof for offerings
Offer premium service
guarantee and after
sales service
Emporio
Armani
High Has wide awareness. Paid
campaigns to reach new audience.
Outbrain to distribute content
Affiliates who want to monitize
the content and act as
ambassadors. Work on CPA
model
Capture leads and source leads
externally and communicate
features & its relevance
Key focus area
Retarget the users who
have visited the site
Diesel High Has wide awareness. Paid
campaigns to reach new audience.
Outbrain to distribute content
Affiliates who want to monitize
the content and act as
ambassadors. Work on CPA
model
Capture leads and source leads
externally and communicate
features & its relevance
Key focus area
Retarget the users who
have visited the site
Misfit Low Key focus area
Wide PR, press coverages about
launch
Social media campaigns targeting
specific audience
Content focussed on specific
features and benefits
Use E-commerce sites to
drive conversions
Chaps Low Key focus area
Wide PR, press coverages about
launch
Social media campaigns targeting
specific audience
Content focussed on specific
features and benefits
Use E-commerce sites to
drive conversions

10. Thank you
Keerthan G
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