Team Outlaws

Mohit Gupta
Gaurav Tewari
Sahil Nemade
 Introduction
• “Bombay Classics” is multi-brand retail franchise, with its
presence in over 8 cities in India.
• Its annual turnover of INR10Cr makes it one of the
biggest retail franchises in India.
• Their business mainly operates through- Standalone
Stores, Mall Stores & Online Marketplaces.
• In the next few slides, we have come up with a complete
marketing solution/strategy for them.
Key Issues
• How to ramp up offline store sales and
increase store walk-ins?
• Coming up with a hyperlocal marketing
strategy
• Deciding the Segmentation, Targeting,
Positioning (STP) strategies
• Improving customer service & customer
satisfaction via online mediums
 Hyperlocal
Marketing Strategy

• Hyperlocal Marketing, as its name suggests it talks about

focusing and/or customizing your marketing efforts for a
specific small area.
• Bombay Classics should run Google Ads with a radius of 5kms
from its shop locations. This will also assist in increasing store
walk-ins.
• Using tools such as Google Ads, Google Search Console,
Google Analytics, Seobility, SEMrush to analyze which
keywords and products to bid for.
Hyperlocal Marketing
• For social media, platforms such as Facebook,
Instagram, YouTube, MX Takatak & Roposo
would be used for advertisements and
promotions.
• Campaigns would be run as well as promoted.
• The brand will also host quizzes, giveaway
contests and other engaging competitions.
• Lastly, we would be collaborating with
influencers and micro influencers to promote
our brand.
 Hyperlocal
Marketing Strategy

• Next step would be include Email Marketing, although email

marketing has a very low conversion rate, its success lies in its
low cost.
• Emails written by copywriters, designed by email marketing
tools such as MailChimp, Zoho Mail, etc. would be sent for
lead generation, remarketing and retargeting purposes.
• The database used would be sorted on geographical basis
where our campaigns would be targeted mostly in areas of our
stores.
Hyperlocal Marketing
• Lastly, our efforts would also include offline
marketing tools in cities where we have our
stores and where we have maximum orders
on our online portals.
• Outdoor advertising, Mall Exhibitions,
Sponsoring college fests, other youth centric
events, Award functions, corporate events,
and fashion shows.
• Distribution of coupons that offer 10% off on
online portals and 25% off in store.

Segmentation
• We will have to use
Demographic, Psychographic &
Behavioral Segmentation.
• Parameters such as Age (16-60
years), Income (4LPA-20LPA),
Location (Tier 1 & Tier 2 cities),
interests (fashionista, brand
savvy), students, office
employees, entrepreneurs).
STP Strategies
Targeting
 The middle age group 23-45yrs which
is 53% of our customer base would be
pulled on online platforms.
 We can cater to income group 8-20
LPA by having corporate tie-ups and
enrolling to reward points.
 Hyperlocal Marketing Strategy would
then take care of the geographic
reach of the campaigns.
 An example for
marketing campaign

• Create an in-store presentation of comparison between a

well dressed mannequin and a mirror
• Theme: “How I want to Look” vs “How I actually look”

Mirror
VS
Positioning
• We will position our brand as a one stop
solution to most of our customers’ clothing
needs.
• We have product offerings from most of the
popular brands, for most social occasions.
• We also have products catering to all income
groups as we have our TA from 4LPA-20LPA
• We are a premium brand and at the same
time are accessible to everyone via our
stores and online platforms.
 Budget Allocation
Tool Budget Allocation (INR) Expected Reach
Search Engine Ads 3 Cr 10 Cr
Facebook 50L 3 Cr
Instagram 1 Cr 7 Cr
YouTube 1 Cr 8 Cr
MX Takatak 5L 15L
Roposo 5L 10L
Email 10L 1 Cr
Outdoor 50L 70L
Sponsorship 2 Cr 5 Cr
Giveaways, Discounts 1 Cr 1 Cr
Total 9.22 Cr 35.95 Cr
Thank You