Internet Marketing

Aritra Chaterjee-G18007
Ashwarya Yadav-G18012
Disha Chhattani-G18018
Vaibhav Shukla-G18050
 About Bewakoof.com

Bewakoof is one of the fastest growing fashion and lifestyle brands in India.
With a team of 500 members, and 2 Million products sold till date

Bewakoof.com launches new designs based on their observation of trends

in lifestyle and fashion, as well as by listening to its social media fan base of
over 1.50 million fans.

Bewakoof.com mirrors the consumers it serves in its casual, impactful and

stylish approach.

Bewakoof harnesses the energy of 'quirkiness' and 'coolness'. The business

model is backed by strong innovation in Technology and Supply Chain, with
the vision to make fashion affordable and accessible to the young aspiring
masses of India.
Target Market & Positioning
Positioning
> Quirky and Cool, Affordable, Unconventional

Target Market
Youngsters
•Teenagers, Working, Students

Trend Followers
•Latest movies & music
•Contemporary & Unconventional
Not Brand Conscious
•Prefer look than Brand

Age (15-35)
•Men, Women, Millennials
Current Digital Assets

Website

Facebook
Google +
Pages

Presence of
Bewakoof.com

Mobile App Instagram

Twitter
Marketing Objective

REACH Increase Brand Awareness

SALES Increase Sales Conversion

LOYALTY Increase Repurchase of Goods

Framework
 RACE framework to achieve the Marketing Objectives
Digital Strategy

Positioning Partnership

Level of
Tactical Tools
Engagement

Target
Market
Positioning
Bewakoof has positioned itself as the uber cool brand for youngsters. To maintain its
position, it needs to frame strategy where it can track the target group by using
different digital marketing tools.

Partnership
Bewakoof should align itself with brands which have more presence in Social media
channels and share brand personality with Bewakoof. Online video streaming
channels such as The Viral Fever (TVF), The Scree Patti (TSP), Girliyapa, etc

Level of Engagement
It should be focused to encourage visitors to give feedback, reviews, social media
shares and likes. It can be increased by introducing incentives attached to number of
shares and reviews.
Target Market

Tactical Tools
 Digital Strategy Statement
“To increase the number of site visits by 5% within next 9 months by collaborating with
different digital media platforms and developing youthful merchandises while also taking
user’s feedback to co-create products and providing them with incentives to promote
loyalty.”
 Tactics
•Reach
Display Ads
•Awareness

•Consideration
Search Ads •Website Traffic
•Sales

•Awareness
Social Media •Consideration
•Advocacy

•Reach
Online Partnership •Awareness
•Popularity

•Website Traffic
Video Marketing
•Consideration
Conversion Measures
Objective Tactics Measures
Number of views of the Web Series
Web Series
Number of likes on YouTube
Number of likes on the FB page
Reach FB Promote page Number of unique visitors
Time spent on Blog (utter.bewakoof)
SEO Ranking and Visibility on moz.com
SCM – Display Ads
Click Through Rate
SCM – Search Ads
Shares, Comments and Likes
Act Social Media Interaction
Time on the website
Number of App downloads
App Promote
App rating in the App-Store
Average Order Value
Convert Incentives and Promotions
Number of unique purchases
Average user experience
Number of positive review comments
Engage Feedback & Ratings
and shares
Repeat purchases
Search Ad Campaign

Through Search Ad, we aim to enhance the Average Position for the
website
This campaign is created to increase the Number of Clicks on the
landing page of the website which will ultimately result in a greater
CTR and thus increment in sales.
KPIs for Search Ad Campaign
Display Ad Campaign

Display Ads are created so as to target the required traffic to the website by
displaying the ads on various platforms of the GDN keeping the customers of
Bewakoof products in focus.
KPIs for Display Ad Campaign
Video Ad Campaign

Video Ads being the most effective way to engage the customers, this
campaign is aimed at increasing the views, sharing, likes on the video so
as to drive sales and ultimately decrease the Cost per Acquisition for the
company.
KPIs for Video Ad Campaign

1.View Count
2.Play Rate
3.Engagement
4.Social Sharing
5.Click Through Rate
6.Conversion Rate
7.Feedback
Thank you!!!!