CHUMBAK ADVERTISING CAMPAIGN STRATEGY FOR THE LAUNCH OF A NEW PRODUCT RANGE
FASHION COMMUNICATION SEMESTER 6 AARUSHI SAXENA APOORVA SRIPRASAD DEEPANJAI RAWAT DIBYAJYOTI KALITA DIVYA R V MADHU YAMINI
NEW PRODUCT CONCEPT A collection of funky, quirky and cool sneakers for the Indian summer; Graphic prints, traditional motifs, Indian themed caricatures, define this new product range, that aims to set the standards of what is stylish and what is cool among todays youth. The collection has been set for launch this summer, in march 2015. These sneakers carry the basic essence of CHUMBAK, that has largely been popularised through their unique prints. Being priced from INR 1,495 to INR 2,995, they balance between exclusivity and affordability. The range will be marketed through an extensive ad campaign using print media as the front channel of communication, while carrying out a large social media promotion simultaneously, to reach out to their already existing loyal fanbase. The recurring theme in each advertisement is the coming to life of Chumbak’s signature quirky prints, with each character on the shoes representing a storyline akin to its personality.
ADVERTISING OBJECTIVES Chumbak has grown as a brand as an image in the minds of its target customers. With the launch of its new product range, it is attempting to create a larger base for its growth, by appealing to newer customers. A print media campaign is a new take on promotion for Chumbak, as till date, the brand has only utilised social media to its fullest extent. The various objectives and motives behind this campaign are: AWARENESS: In order to maintain an active and engaging presence in the market, these ads will be released in selective media channels. This includes younger, upbeat local and national publications with an energetic and youthful appeal. By reaching out effectively to the target consumer group, more awareness about the newly launched product as well as the brand itself will be generated. INSPIRATION : This campaign is designed not only to persuade the target market, but also to motivate and project an aspirational image. With its ‘coming-to-life’ caption, it subtly imparts the notion that expressing yourself through a personal item like this can truly change your outlook and inspire you to achieve your own ideas.
ENGAGEMENT : The tagline ‘See Your Prints Come to Life’ is placed in order to lend a sense of dynamism and versatility to the product. By portraying the idea that these shoes are imaginative and yet achievable at the same time, the message is put forth that these are wearable shoes for people who like creative style to be present in everyday life. PERSUASION/PURCHASE : With a vivid image and presentation of the new product, this advertisement seeks to motivate potential customers to make a purchase. By putting the product in a positive light, and in a way that seems appealing to a more youthful crowd, this will encourage attention and a subsequent desire to purchase. REINFORCE BRAND IMAGE : The identity of Chumbak is spirited, urban, and humorous. The ad campaign seeks to reinforce that image with its cheerful, upbeat message and graphics. Visuals and graphics are a major element of Chumbak’s brand value; the main reason it has acquired its current presence in the market. The advertisement seeks to uphold that positive image and fortify it with a display of new product ideas. CATEGORY EXTENSION : Till date, Chumbak has had a product range of apparel, accessories, gifts, collectibles, and home décor. This new advertisement is also a way to inform the target market that a new product range has been introduced: footwear. While still retaining the same image and identity as it has for the rest of its products, it fulfills the purpose of raising awareness for its newly launched product category.
CAMPAIGN STRUCTURE (MEDIA PLANNING) The brand has decided to explore print media, with print ads for store windows, billboards and hoardings in identified youth hotspots, and pamphlet distribution in malls where the store is set up. The current campaign has been planned for Bangalore, and is set to be released over the next month (March 2015). CAMPAIGN (PRINT) TARGET AUDIENCE: Bangalore Youth DURATION: March 2015 ESTIMATED BUDGET: For print ads only - INR 1,14,000
MEDIA SELECTION: • Print Ads in relevant magazines and dailys such as Explocity (Bangalore), TimeOut (Bangalore) and Campus Diaries • Pamphlets distributed in malls where Chumbak retail outlets are located (optional) • Life-size print ads for store windows at Chumbak outlets (optional) • Billboards in youth centric hubs, near the retail outlets (optional) Specific regions where the campaign would be most active, would be around the location of the Chumbak retail outlets. Examples of ad placements: Since the stores are spread over various parts of Bangalore, based on the attention getting aspect, the billboards are proposed to be set up in Indiranagar 100ft Road and Koramangala, as they are very youth centric. Similarly,pamphlets will be distributed in Forum value mall and Mantri mall, where the store is located.
BUDGET PLAN Chumbak has received funding from certain sources over the past few years, which have no doubt been instrumental in its success story. Having received a series of B funding from the private equity firm Matrix Partners in May 2014 and an investment from Seed fund in the same year, it has now set out to open 50-60 outlets by the end of 2015. The annual revenue goal of 400 crores in the next three years is currently set. Taking into consideration these factors, Chumbak has decided to leap out of its low-cost budget promotional techniques of purely online advertising and venture into a serious campaign with its newest launch of sneakers for the upcoming summer season. BUDGET (PRINT ADS ONLY): The print advertisements are limited to magazines as they are intended for a specific target market, and not pedalled towards a mass media strategy that would lower the brands ‘exclusive’ and ‘youth-centric’ personality. MAGAZINES SELECTED: EXPLOCITY TIME OUT MAGAZINE CAMPUS DIARIES
Double Spread Ad Full Page Ad Full Page Ad
TOTAL ESTIMATED BUDGET
INR 24,000 INR 80,000 INR10,000 INR 1,14,000
BUDGET (EXTENDED CAMPAIGN): In order to increase the reach and allow for exposure to a more widespread audience, Chumbak has planned an extended campaign as follows: POTENTIAL MEDIA CHANNELS: BILLBOARD/ HOARDINGS
Koramangala Indiranagar
INR 82,000 INR 1,95,000
STORE WINDOW ADS Indiranagar INR 1,200 Forum Value Mall INR 1,200 Forum Mall INR 1,200 Mantri Mall INR 1,200 PAMPHLET All retail outlets in malls INR 3,000/weekend (3 weekends in March) MAGAZINES Explocity INR 24,000 Time out INR 80,000 Campus Diaries INR 10,000 TOTAL ESTIMATED BUDGET INR 4 LAKHS