MME-306 Assignment

Brand Campaign
Group - 3 (NANDA)

Shabari S Nair
Abhinav Gupta
Arvind Agrawal
Devdutta Dash
Shashwat Mishra
Sobi Jain
Sumedh Zope
Yash Goyal
Diwali Campaign
Myntra
 Target Groups
Here are a few potential target groups that we can consider:

● Millennials and Gen Z: These generations are tech-savvy and are more likely to
shop online. They are also likely to be interested in fashion trends and may be
looking for new outfits to wear during Diwali celebrations.
● Women: Diwali is a time when women typically dress up in new clothes and
accessories. We could focus on promoting Myntra's ethnic wear collection for
women.
● Gift shoppers: Diwali is also a time when people exchange gifts with their friends
and family. We could target this group by promoting Myntra's range of gifting
options.
● Bargain hunters: Diwali is a time when many retailers offer discounts and deals.
We could target this group by promoting Myntra's Diwali sale or special Diwali
deals.
 Objective

Drive sales: One of the primary objectives of a Diwali campaign could be to drive sales for Myntra during the
festival season. We could focus on promoting special Diwali deals, discounts, and offers to encourage
shoppers to make purchases on Myntra's platform.

Increase brand awareness: Another objective of our campaign could be to increase the brand awareness for
Myntra during the Diwali season. This could involve creating engaging content that showcases Myntra's
products and services and promoting it on social media and other channels.

Strengthen customer loyalty: We could also use our Diwali campaign to strengthen customer loyalty by
offering special rewards or incentives for repeat customers or creating personalized offers that appeal to
individual customers.

Drive website traffic: Our objective could be to increase website traffic to Myntra's platform by creating
engaging content, promoting special Diwali deals, or using targeted advertising to attract potential customers
to our website.
 Products

Fashion
Accessories
Ethnic wear

Tech and
Gadgets
Beauty and personal
care products
Personalized
gifts

Home decor
and
furnishings
 Brand keys
Brand purpose: It is to offer customers a wide range of
fashion and lifestyle products at competitive prices, with
the aim of providing a convenient and enjoyable
shopping experience during the festive season.
Additionally, Myntra may aim to create a sense of
excitement and anticipation around their brand by
launching special promotions, discounts, and exclusive
collections that are tailored to the occasion.

Brand vision: It includes strengthening its position as a

trusted and reliable platform for customers to find
festive clothing, accessories, and home decor products
that cater to their unique tastes and preferences.
 Brand archetype
The Everyman: Myntra is an inclusive brand that caters to a
wide variety of customers, from budget-conscious shoppers
to fashion enthusiasts. The brand's communication often
highlights the accessibility and affordability of its products,
making fashion accessible to everyone.

Diwali being a festival which is celebrated with great joy by the

majority of the population in the country, myntra gets an
upper hand here as it caters to the needs of all kinds of
customers having varied economic backgrounds.
 Campaign Creatives
Video Ads
● Emotional and Diwali centric film that captures the impact of simple gestures such as
kindness on one’s life and emphasizes the ‘joy of giving’
● Short video introducing the ‘Myntra festive collection’ that was launched during Diwali,
starring famous actor Abhay Deol.
 Diwali Themed Content
● New diwali themed product and clothing line advertised on the
website
● Hundreds of unique image ads and GIFs, portraying several prominent
celebrities and models like Ayushman Khurana, wearing ethnic wear
like kurtas etc
● Portraying other products in a diwali setting, like
○ Lamps
○ Scented candles
○ Beauty products
○ Showpieces etc
● Advertising eye catching discounts in the images as well as
announcing their ‘Fashionotsav’ sale festival as part of diwali
○ Personalized discounts to customers based on their search and buy history
● Making use of targeted diwali themed ads using services like Google
ads,
 Social Media Campaign
● Diwali themed posts on instagram,
facebook, twitter etc
● Collaboration with famous influencers and
celebrities to increase reach and promote
Myntra products through their accounts
○ These influencers could create
videos, blog posts etc showcasing
their favourite Diwali looks and
products from Myntra
● Making use of #MyntraDiwali in order to
repost the best user-generated content,
showcasing its customers and their
favourite Myntra products
 Gamification
● Diwali themed games and quizzes to increase publicity, grab attention, and increase
brand engagement
○ Drag and drop game to style the best diwali outfits
○ Outfit design competitions
○ Quiz to know the audience favourite products and brands
○ Public diwali themed modelling competitions using Myntra clothes in which the
winners receive prizes
 Marketing Mix for the Campaign

Price Place Promotion

Product
● Reasonable ● Dedicated ● Influencer
● Festive wear
prices festive section marketing
● Visually
● Attractive ● Easily ● Email
appealing
discounts accessible marketing
● Trendy
● bundle offers ● Smooth ● Paid
● Good quality
● Coupon Codes ● Offline stores advertising
 Marketing Mix for the Campaign

People Physical evidence

Process
● Experienced and ● Visually appealing
● Straightforward
knowledgeable ● High quality
● Easy to navigate
individuals packaging and
● Find the desired
● Passionate about products
product quickly
fashion and ● Special Diwali
● streamline their
e-commerce packaging
ordering and delivery
● Able to answer any
process
queries
Budget Allocation (Budget Rs. 1 Crore)
● Social Media Ads (Rs 30 lakhs):
○ Investing in social media ads to target our audience effectively.
○ Creating and promoting compelling ads on Facebook, Instagram, Twitter, and LinkedIn,
to showcase our brand's offerings.
● TV Advertising (Rs 25 lakhs):
○ Partner with popular TV channels to air ads during prime time slots to showcase our
brand's offerings.
● Influencer Marketing (Rs 20 lakhs):
○ Contacting popular influencers in the fashion and lifestyle space to create sponsored
content that showcases Myntra's products.
● Offline Advertising (Rs 10 lakhs):
○ Invest a portion of the budget in offline advertising such as billboards, flyers, and
posters.
○ Reach audiences who are not active on digital channels.
Budget Allocation (Budget Rs. 1 Crore)
● Email Marketing (Rs 5 lakhs):
○ Cost-effective way to communicate with our existing customer base.
○ Create targeted email campaigns to promote our brand's offerings and incentivize
customers to purchase from us.
● Social Media Contests (Rs 5 lakhs):
○ Organizing social media contests and giveaways to incentivize our followers to engage
with our brand and promote our products.
● Customer Retention Program (Rs 5 lakhs):
○ Incentivizing customers to return to our platform through rewards, discounts, and
exclusive offers.
 Measurement metrics of campaign
● Reach: Record sales were made in metros like mumbai, delhi bengaluru etc but 45% of the
customers were from non metro cities like udaipur,jalandhar,dehradun,guwahati etc.
● Impressions: A total of 25 lakh unique users were reached via television and social media
handles on facebook,instagram and twitter.
● Return on investment: Record sales worth 30 cr were made during the 4 day sale period
compared to 10-15 cr during normal periods.
● First time consumers: Record 70k-1 lakh users made their first purchase during the campaign
period.
THANK YOU