PANKHURI

FASHION INDUSTRY INTERNSHIP TRAINING

MAY 2022 - JULY 2022

MARKETING

FACULTY MENTOR: MR. RAJEEV MALIK

STUDENT: NAMITA LAL
Agenda About the Company

1 Application Features
User Journey
Organization Structure
Monetization Model
User Profile
Competitors

2 Rubies Redemption Campaign

Creators Onboarding Campaign

3 Box Strategy
Tambola Marathon experiment

4
Learning & Outcomes

PANKHURI - A WOMEN'S ONLY COMMUNITY FOR

LEARNING, UPSKILLING AND NETWORKING
Application Features

Explore Clips
Lives
Rubies
Masterclasses
Honest Reviews
Product Orders
Brand Collaborations
Giveaways
Tambola
Blogs
User Journey
Organisation Structure
CO-FOUNDER &
CHIEF EXECUTIVE
OFFICER

CHIEF
CHIEF PRODUCT HEAD OF
MARKETING
OFFICER OPERATIONS
OFFICER

HUMAN BRAND
TECHNICAL SALES & CONTENT &
RESOURCE & GROWTH &
TEAM OPERATIONS COMMUNITY
FINANCE MANAGEMENT

CONTENT
DEVELOPERS
BUSINESS STAFF WRITING
BUSINESS BRAND
DEVELOPMENT MANAGEMENT VISUAL
ANALYSTS COLLABORATI
MASTERCLASS FINANCE COMMUNICATI
ANDROID, IOS ON
REVENUE MANAGEMENT ON
LEADS
SOCIAL MEDIA
Monetisation Model

Masterclasses
Courses
VC Fundings
Brand collaborations - products
 User Profile

DEMOGRAPHICS PSYCHOGRAPHICS PSYCHOGRAPHICS

22 - 50 years Young & Middle Aged: Likes to Upper Middle age & Elders:
Females avail free rewards, socialise and Parts of local socialising groups,
Lower to Mid Range network, aware and engaged believe in word of mouth, seek
Income with social media interest in learning new skills
Tier 2, Tier 3 Cities Positive, Lively, Outspoken from the comfort of home


APP  MOJ JOSH SHARECHAT CHINGARI PANKHURI

FOUNDING YEAR June 2020 September 2020 January 2015 November 2018  December 2019

MONTHLY ACTIVE
160 million 150 million 400 million 35 million 100K
USERS

DAILY
34 minutes per DAU 21 minutes per DAU 31 minutes per DAU 51 minutes per DAU  21 minutes per DAU
ENGAGEMENT
Competitors

Tier 2, Tier 3 cities,

TARGET GROUP Tier 2, Tier 3 cities Tier 2, Tier 3 cities Tier 2, Tier 3 cities Tier 2, Tier 3 cities
Only Women

OPERATING
iOS, Android iOS, Android iOS, Android iOS, Android iOS, Android
SYSTEM 

COMPANY $3.7 million in Dec $5 billion in April $5 billion in June $1 billion in April $3.2 million in July
VALUATION 2021 2022 2022 2022 2021 - after funding

Available in 15 Available in 12 Available in 15 Available in 20 Available in English,

LANGUAGES
languages languages languages languages Hindi
Duties & Tasks
EVERYDAY RESPONSIBILITIES

Daily Order Status Checking Order Eligibility Live Access to New

Creators

Shipment Generation Monthly Lives Calendar

- Theme Based
 ABOUT THE CAMPAIGN
Major Project 1
RUBY REDEMPTION CAMPAIGN Promotion of Rubies, Making
them more accessible through
marketing, promotions, offers.

PURPOSE OF THE
CAMPAIGN
Ensure risen engagement on the
platform & social media.
Tap new audiences and acquire
them as regular users

QUANTITATIVE OBJECTIVE
Generate ruby redemptions,
introduce discounts & promote
brands
 PROCESS

COMPETITOR IDEATION &

BRAINSTORMING
RESEARCH MAPPING

CALENDAR CAMPAIGN CONTENT

PLANNING DECK CREATION INSPIRATION

TEAM IMPLEMENTATION
COLLABORATION AND EXECUTION
 01
TIMELINE 1 month

PLATFORM Application, Social Media

THEME To introduce deals for getting more engagement on the platform, thereby, increasing
order generation which is equivalent to redemption of rubies
TAGLINE It's Raining Rubies on Pankhuri!

STRATEGY Content Based Promotions: Price Slashing content & discounts on products, UGC
Challenge, Questionnaires & Polls
In-App Marketing: In-app advertisements, Pop-ups in-app, Notifications
Brand promotions: Product Drop every Friday, Limited Period Discounts,

CUSTOMER Application, Blog, Customised box, Instagram, Facebook,

TOUCHPOINTS Whatsapp messages & Groups, Youtube, Honest Reviews
 PROPOSED TIMELINE 01

Pre Launch Campaign Run Adoption

Buzz, Excitement, Product drops, Polls, Adopting the best

1 Engagement
3 Questionnaires,
This/That
5 worked strategies -
Weekly Product
Drops

Launch Analysis Closing

Announcement, Offers, Analysing what is Closing off the

campaign
2 4 6
Discounts, Challenges working best and
what isn't
 IMPLEMENTATION

PRE-LAUNCH CAMPAIGN RUN

ENGAGEMENT CONTENT WEEKLY PRODUCT DROPS
 KEY PERFORMANCE
KEY RESULTS
INDICATORS

Increased User Engagement on the Daily Active Users were increased

platform, Sustained User Retention, on the platform by 23%
Increased Product Orders & Ruby Daily Order Numbers shifted from
Redemptions average 6 to 13

Additional Achievements: Increased

Brand Awareness, New user signups

Major Project
CREATORS ONBOARDING CAMPAIGN
Be a PankhStar, Join the Tribe!
ABOUT THE CAMPAIGN
To onboard more creators who
can hosts lives in different
categories
OBJECTIVE
To introduce new faces as hosts
for lives via an in-app competition
that would generate User media,
increased watch minutes, as well
as surge in user engagement.
THEME
To sing up creators on the app
on the basis of a contest
TIMELINE 14 days

PLATFORM Application

PROCESS REFERENCING TO
EARLIER
REFERING TO BRAINSTORMING
COMPETITION
COMPETITORS
DECKS

IDEATION &
PLANNING BUDGETING
MAPPING

TECH
COLLABORATION LAUNCH &
FOR EXECUTION
REQUIREMENTS
STATUS
The leaderboard is in process of
testing.
The leaderboard would enable the
users to be aware of most liked
creators with most likes and
comments of the videos.
Minor Project
TAMBOLA MARATHON

Experiment
4 Days, 2 Hours in a day continuously

The host & one lucky winner to win a

surprise hamper with goodies

LIVE WATCH MINUTES ACHIEVED

237.9K

DAU
5,036
Minor Project COSTING
BOX STRATEGY
A study of all elements of the box was done

ANALYSIS
Based on the cost of each product, additional
merchandise and rewards, an idea to categorise
the boxes was initiated.

CATEGORISATION
Ultimately, the boxes were divided into 3
categories - Basic, Silver & Gold
SELF LEARNINGS
Importance of User Engagement for a
networking platform
Collaboration with different teams
Understanding company ethos & the
entrepreneurial spirit
Understanding the user

OUTCOMES FOR THE COMPANY

For June, the following metrics were achieved For July, the following metrics were achieved
Live Watch Minutes: 1.5M Live Watch Minutes: 2.1M
New signups: 45,284 New Signups: 23,172
Masterclasses: 10,122 purchases Masterclasses:13,932 purchases
Revenue: 892,877 Revenue: 1,397,672
Rubies Redeemed: 23,068 Rubies Redeemed: 31,230
DAU: 6,167 DAU: 9,984
WAU: 26,441 WAU: 35,340
MAU: 100,461 MAU: 100,513
Retention Rate: 48.72% Retention Rate: 65%
 REFERENCES
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Pankhuri Employee Database - Yoda

THANK YOU