Digital Marketing Assignment
Company Chosen: Chumbak
1.1 Business Overview:-
Chumbak was founded in 2010 by Vivek Prabhakar and Shubhra Chadda. In 2010, the company
was a business idea and two entrepreneurs looking to create a brand that reflects the essence of
India. Quirky. Creative.
Therefore, the following is a finalized assessment of current offerings to the Indian consumer as a
grown brand from a souvenir shop to a niche lifestyle and home décor brand:
- Home Décor (cushions, wall art, furniture, lamps)
- Apparel & Accessories (bags, wallets, watches, scarves)
- Stationery & Gifting (planners, notebooks, greeting cards)
Chumbak is headquartered in Bangalore with the following online and brick-and-mortar retail:
- An established website for e-commerce with shipping capabilities anywhere in India.
- Chumbak store locations all over major metros.
- Social media—consistent weekly postings show engagement and a historical connection with the
vibrant, eclectic, trendy Chumbak.
The brand is built across 6 pillars:
• Wit - humorous and playful designs.
• Warmth - nostalgic designs meant to bring joy to all.
• Honesty - truthful representation of what the brand is and what the story is.
• Creativity - bold, experimental designs that are primarily India-inspired.
• Spontaneity - being quirky and non-standard is a positive.
• Community - a dedicated fan base loves and uses the white colorful branding as a secondary
identity.
1.2 Assessment of Existing Digital Marketing:-
• Website & SEO: Aesthetically pleasing site, mobile/desktop optimized.
• SEO: 1 ranking on Google for "quirky home décor India" and "Indian gifts online.”
• Social Media: Instagram (1M+ followers) - visually appealing and interactive. Facebook &
Pinterest - regularly updated, not as interactive. YouTube & LinkedIn - no presence.
• Google Ads (PPC): Sponsored Text and Banner Ads.
• Social Media Marketing & Paid Advertising Social Media: Instagram & Facebook. Ads for
purchases & retargeting.
• Email Marketing Email: Monthly email blast for specials, no automation for cart abandonment or
browsing history suggested items.
• Content Marketing Content: Strong visual brand story on Instagram. No blog for consistent SEO-
based, organic growth. Little video content from in-house styling to product how-to.
1.3 SWOT Analysis
Strengths:
- Well-established & Trusted Brand – Over the last ten years, Chumbak has built a formidable
brand identity in the Indian lifestyle and home goods market.
- Strong Organic Social – Well over a million followers primarily on Instagram.
- Creative and Unique Product Designs – Unique, colorful, quirky, and artistic product designs of
Chumbak set it apart from its competitors.
- Omnichannel Retail Strategy – Being present in both online and normal retail ensures a wider
customer base reach.
Weaknesses:
- Limited SEO & Blog Strategy — no long-form content or blog articles for organic traffic.
- Insufficient email marketing personalization – The email strategy is primarily sales and does not
support automated abandoned cart recovery or customer segmentation.
- Underuse of Pinterest & YouTube – Chumbak has a bare presence on long-term organic traffic
driving channels
- Over-reliance on Instagram – A significant percent of sales are made through Instagram, which
leaves the brand vulnerable to algorithm updates.
Opportunities
- Going wider to Pinterest & YouTube – A strong b for home décor/lifestyle brands in elaborating
through visual storytelling in these spaces.
- Expanding e-commerce Market in India – With increasing number of people doing online
shopping, Chumbak has room to grow in digital strategy.
- Augmented Reality (AR) Integration – Enabling customers to visualise products in their home
environment can boost customer satisfaction and sales.
- Collabs & Influencer Marketing – Furthering partnerships amongst influencers in home styling,
fashion and lifestyle can increase brand awareness.
Threats
- Growing Competition — The likes of Nykaa Fashion, The Wishing Chair and, India Circus
offers similar products for Home Décor and lifestyle.
- Rising with Social Media Advertising Prices – Paid advertising is expensive; this could effect
your ROI.
- Changing Consumer Preferences – Home décor trends change quickly and require adaptation.
- Social Platforms Algorithm Changes – Organic reach and engagement on Instagram and
Facebook can be affected by updates.
1.4 Competitor Analysis
Competitor: The Wishing Chair
- Increase in Pinterest & YouTube presence for home styling
- More engaging email marketing tactics (personalized recommendations, abandoned cart
recovery).
- Lend attention to eco-friendly and sustainable products that draws environmentally aware
consumers.
Chumbak’s Opportunities to Improve:
- Contentless SEO Strategy
- Set up on Pinterest & YouTube and get a wider reach
- The purchase of an email automation system would provide better retention.
Part 2: Digital Marketing Strategy Plan
2.1 Goals
Short-Term Goals (3-6 Months):-
• Get 40% More Organic Traffic on Your Website
- Once is not enough28 Oct 202328 Oct 2023
- Create original blog content around topics including home decor styling tips, DIY decor
projects, and gift guides.
- Improve search rankings by optimizing website structure, metadata, and internal linking.
• Increase Sales from Paid Ads with the aid of 20%
- Fine-music target audience choice for paid ad campaigns on Google, Facebook, and Instagram.
- Run split assessments on ad designs, text, and motion buttons to discover the first-rate-
performing versions.
- Use retargeting to show past internet site visitors into shoppers.
• Boost Repeat Customers via 30%
- Step up e mail advertising by sending personalised product guidelines based totally on what
clients like and do.
- Set up automatic electronic mail collection to win again deserted carts, preserve buyers interested
after buy, and offer unique deals to dependable customers.
- Make clients happier with custom discounts and rewards for buying again.
• Grow Instagram Interaction with the aid of 50%
- Launch fun advertising campaigns with polls, quizzes, and "Pick One" posts to get human beings
involved.
- Use Instagram Stories and Reels to show off new merchandise, provide a peek behind the
curtain, and proportion content from users.
- Talk to followers regularly thru feedback, messages, and stay motion pictures to construct a
robust community.
Long-Term Goals (12 Months)
• Establish YouTube and Pinterest as Key Traffic Sources
- Develop a structured content calendar for YouTube, providing domestic makeover tutorials,
product styling hints, and emblem storytelling.
- Optimize Pinterest advertising and marketing through developing visually attractive mood
forums, linking to product pages, and utilizing key-word-rich descriptions.
• Develop a Sustainable Blog Strategy for Organic Growth
- Implement a regular running a blog time table with high-fee content that aligns with target
audience pursuits and SEO first-class practices.
- Conduct key-word research to identify excessive-appearing seek terms and optimize content
material thus.
- Establish authority inside the domestic décor and gifting space by means of featuring expert
interviews and patron success testimonies.
• Integrate Augmented Reality (AR) for Interactive Product Experiences
- Explore the development of AR functions that permit customers to visualise products in their
living spaces before making a buy.
- Leverage AR for interactive social media campaigns to enhance engagement and offer a unique
purchasing revel in.
- Partner with era vendors to make certain a seamless integration of AR talents into the internet site
and cellular utility.
2.2 Target Audience
The number one target audience for this virtual advertising and marketing approach includes:
• Age Group: 18-35 years
• Geographic Location: Tier 1 and Tier 2 towns in India
• Interests and Buying Behavior:
- Young professionals and creatives with an interest in vibrant and artistic home décor.
- Trend-aware folks who are incredibly motivated through digital marketing and social media
shopping tendencies.
- Gift consumers and journey enthusiasts seeking specific and aesthetically captivating
merchandise.
2.3 Digital Marketing Tactics
1. SEO and Website Optimization
• Conduct keyword research to become aware of and target relevant seek phrases consisting of
"quirky domestic décor India" and "creative gifts on-line."
• Publish weekly blog posts that offer value to the audience, together with styling publications,
home decor trends, and DIY ideas.
• Improve website overall performance by way of optimizing load velocity, mobile responsiveness,
and consumer-friendly navigation to lessen bounce quotes.
2. Social Media and Influencer Marketing
• Maintain an lively presence on Instagram by posting each day Reels, Stories, and carousel posts
showcasing new collections and person experiences.
• Develop Pinterest temper boards with visually attractive pics, linking back to the internet site to
power visitors.
• Launch interactive campaigns which includes quizzes, polls, and engagement-pushed posts to
encourage target audience participation.
• Collaborate with home decor influencers and content creators to extend emblem attain and
credibility.
3. Pay-Per-Click (PPC) Advertising
• Execute Google Search Ads focused on high-rationale buyers looking for home décor and gifting
alternatives.
• Utilize Facebook and Instagram retargeting advertisements to re-have interaction customers
who've formerly visited the website or abandoned their carts.
• Perform A/B checking out on commercial creatives and landing pages to enhance conversion
prices.
4. Email Marketing and Personalization
• Implement automated e mail sequences for brand spanking new subscribers to introduce them to
the emblem and inspire engagement.
• Utilize patron information to send customized product guidelines based totally on surfing and buy
history.
• Optimize deserted cart e mail campaigns through incorporating restrained-time reductions and
persuasive messaging to force conversions.
5. Video Content and Community Engagement
• Create YouTube tutorials and Instagram Reels offering styling tips, product unboxings, and home
makeover inspirations.
• Establish collaborations with at the least ten domestic décor influencers to exhibit real-life
product packages and testimonials.
• Launch a network-pushed marketing campaign titled "#MyChumbakHome" to encourage clients
to share their domestic décor reports the usage of the emblem’s merchandise, thereby fostering
person-generated content material and emblem advocacy.
Part 3: Campaign Execution
3.1 Selected Channel: Instagram Influencer and User-Generated Content (UGC) Campaign
- Objective: Enhance Instagram engagement and force conversions.
- Strategy: Partner with influencers to show off Chumbak's domestic décor products in actual-
existence settings, encouraging fans to take part thru the #MyChumbakHome contest.
Execution Plan:
- Week 1: Identify and onboard influencers who align with Chumbak's brand aesthetics and have a
good sized following the various target audience.
- Week 2: Initiate the #MyChumbakHome contest, inviting customers to percentage snap shots or
motion pictures in their spaces adorned with Chumbak products.
- Week 3: Influencers proportion styling videos featuring Chumbak objects, demonstrating creative
methods to incorporate the goods into diverse home décor subject matters.
- Week four: Announce contest winners and highlight selected user-generated content material
throughout Chumbak's social media structures to foster network engagement.
Success Metrics:
- Increase in Instagram engagement, measured by using metrics such as likes, feedback, shares,
and saves.
- Growth in internet site traffic originating from social media channels, tracked via analytics
equipment.
- Rise in conversions attributed to influencer-unique bargain codes, indicating effective influencer
partnerships.
Part 4: Reflection
- This mission has deepened my expertise of the pivotal role virtual marketing performs in brand
boom. A widespread challenge encountered was balancing paid and natural techniques to
maximize return on investment even as retaining cost performance.
- I located that structures along with Pinterest, search engine marketing-driven content, and
YouTube films are instrumental in establishing sustainable traffic sources. Integrating attractive
influencer campaigns with statistics-driven advertising processes can markedly decorate brand
visibility and conversion quotes.
- This undertaking underscored the importance of lengthy-time period content planning, specific
target market segmentation, and the usage of statistics analytics to optimize campaigns
successfully. These insights align with Chumbak's successful digital advertising strategies, which
emphasise a sturdy on line presence and network engagement.
