Chumbak targets urban Indian youth aged 18-35 who want to associate with cool brands. It positions itself as a lifestyle brand and sells products across 7 categories through its website, stores, and kiosks. Chumbak uses Facebook as its sole marketing channel to build its community, drive awareness of product lines, and announce new launches. It creates an engaging Facebook page and runs ads to promote products, special offers, and gain new followers. Facebook generates 25% of Chumbak's online revenue with a high repeat customer rate among page fans.

6. SEGMENTATION:
Urban Indian, who can
access internet, Kitsch
product lovers, Online
shoppers.
TARGETTING:
Designs that appeal age
group between 18-35.
Working Professionals
College students.
POSITIONING :
LIFE STYLE BRAND
Product
line with 7
categories
Competitive
Pricing
Social
Media

7. Customer Analysis
• Chumbaks Target is the urban Indian Youth, who want to
be associated with cool tag. “We hear from our
customers that if you’re young and you don’t know about
Chumbak, it’s uncool”, says Mr. Prabhakar CEO.
• What do they buy – Lifestyle Products
• Where do they buy- Online, kiosks, Chumbak stores
• When do they buy – impulsive, festive, special occasions,
sale.
• How do they choose – Indian-ness, creative, cool,
BRAND.

8. Marketing Communication
LIFESTYLE BRAND

9. Objectives:
• Chumbak uses Facebook as its sole
marketing channel to:
• Build a community of users who are
passionate about the brand
• Drive awareness of product lines
• Announce new product launches
• Crowdsource ideas for new products

10. Execution
– Chumbak created a Facebook Page that is very
vibrant and resonates well with its brand
personality.
– Cover picture is updated regularly with theme of
its latest product line
– Profile photo depicts the newest product
– Respond to queries, and for customer service
– Hold contests and crowdsource ideas for new
launches

11. • The company uses Facebook Ads to:
– Get users engaged with the brand
– Drive new connections to the Page
– Increase traffic to its product catalogue
– Drive users to the “Brand New!” tab for a sneak
peek at the latest range of products
– Promote special offers and discounts

12. BUDGET AND ANALYSIS
– 25% of online revenue comes from Facebook, with
a very high degree of repeat purchases among
Page fans
– 5X ROI on total advertising spend with Facebook
– 30%-40%of website traffic comes from Facebook
– Chumbak has only Digital Marketing Budget and
spends up to 15- 20 lakh on Facebook per year

13. • According to data from Facebook, Chumbak
generates 35% of its online revenue via
Facebook; 38% of its website traffic comes from
the site, too is from Facebook Ads.
• Majority of the digital marketing budget is spent
on FB
• While the rest is spent on advertising
on Google using ad words, display and search
ads. Chumbak also does a lot of videos on
Instagram owing to the nature of our products

14. NEW STRATEGIES
• Strategies for Advertising :
1. YouTube
2. Print
3. Point of sales – exhibitions and kiosks
• Sales Promotion
1. Coupons on combination products

15. • Interactive Marketing
1. Customized products
2. Mobile App
3. Kiosks at airports with interactive banners