CASE STUDY
Introduction
Chumbak is an India based designing company based in Bangalore. The company was founded by Subhra
Chadda and Vivek Prabhakar in 2010 and sells products in categories across home décor, fashion,
accessories and personal care.The company has a strong presence in both online and offline mode.Their
product & designs are inspired by cultures and art forms from around the world, blended with a fun,
colourful and modern aesthetic that is joyful and uplifting.
Idea of Chumbak
The Chadda’s loved to travel and would shop for souvenirs, and gifts for friends and family, especially
fridge magnets. As they were usually on a small budget, they found that to be appealing and affordable.
Vivek and Shubhra soon realized that- affordable, well-designed and crafted products that could be used
as accessories and gift items were in demand. And thus came the idea of Chumbak.
Objectives
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
Customer Analysis
Our customer is creative, positive and confident. Always striving for a little extra from every moment, she
isn’t intimidated by colour, her home is an extension of her personality; she is comfortable in a warm
cocoon of friends. To her, Chumbak is both a joyful expression and a seamless extension of her lifestyle.
Chumbak’s Target is the urban Indian Youth, who want to be associated with cool tag.
• What do they buy – Lifestyle Products
• Where do they buy- Online, Chumbak stores
• When do they buy – impulsive, festive, special occasions, sale.
• How do they choose – Indian-ness, creative, cool, BRAND.
Segmentation
-Urban indians with internet on their tips
-kitsch product lovers
-online shoppers
Target Market
Chumbak was able to grow in leaps and bounds and establish a connection with people mainly on the
account of effectively establishing a rapport with the target group to which it was catering.
• the young trendy students or office goers belonging to the age group of 15-26, who would be attracted
to its unusual and unconventional designs.
• To initiate a dialogue with this young gang of souvenir and handicraft lovers, Chumbak started off as an
online marketplace. This is because they knew that the tech savvy youth can be tapped easily on the
internet.
Market Strategies
Chumbak launched with mere online presence via digital marketing platforms such as social media, search
engines etc. adopting SEM, SEO and Google AdWords. It engages with its fans, followers, and consumers
across social networks.
• Facebook is the lead medium to reach customers. Whether it is a product launch, contests,
announcements or even customer queries, Facebook is the centre of all of its marketing efforts. With over
350,000 followers on Facebook and 300,000-500,000 monthly unique visitors to the website.
• The brand has an active blog, and active on Instagram and Twitter and has a YouTube channel.
Chumbak follows a ‘digital only’ marketing budget with the bulk of it spent on Facebook and the rest of
Google AdWords, display and search ads apart from photos and videos for Instagram.
Campaigns
Campaign: #bobbymissing
Chumbak has always involved its audiences using a brand connect campaign. In their latest campaign too,
that exactly what they did.
To promote the opening of its Delhi store and to create a buzz and engage with its customers, Chumbak
used a character from its popular Bobble Heads, Bobby,along #bobbymissingcampaign.
Here the brand pages were constantly updated with candid images announcing the spotting of the missing
Bobble Head Bobby in various trending events and cities which won them good traction. The campaign
ended with Bobby finally deciding to make Delhi its home and thus introducing their Delhi store.
Objectives
Chumbak prefers a ‘digital way’ marketing budget with the bulk of it spent on Facebook, Google AdWords, display and
search ads apart from photos and videos for Instagram.
• 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.
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
• Chumbak came on air for the first time in two radio stations
-Fever Fm (Delhi)
-Radio City (Delhi)
The key to effective radio advertising is to go for the prime time slot in order to widen your reach. Also, because ads
aired on radio stations are hard to miss. They do not lead the target audience’s intent of ‘going back’ to anywhere thus,
the short duration jingles need to be spaced out cleverly and repeatedly, ensuring to catch the listener’s ears.
Result
Chumbak has over 618,000 fans on Facebook with 1 lakh engagements and has 3,45,000 followers on Instagram .
The brand on Twitter is growing – the brand trended 5 times . The videos on YoutTube for the festivals and
campaigns generated high viewership. The stores across Bengaluru, Chennai, Delhi, Hyderabad, Jaipur, Kochi,
Pune and other cities received over 3.9 lakh footfalls last year. The Chumbak loyalty program boasts of 1.3 lakh
customers
The brand is aggressively entering new product categories, expanding footprint and is eyeing annual revenues of
Rs 400 crore in the next three to four years.
Conclusion
With a lot of campaigns, Chumbak was able to extend its media presence from digital media space to the media
platforms of newspapers,radio,social media.
Their sales have increased by leaps and bounds owing to extending their presence across varied media podiums.
Now, they cater to a larger and more heterogeneous target group than they could have ever imagined.
Thank you
Our group Submited to :
Harshita Khurana Ms.Ruchika dawar
Shreya Taneja
Vrinda Agarwal
Faraz Ahmed
