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Harnessing Power of Online Advertising Campaigns for Village Darbar

CASELET, DIGITAL MARKETING
ET Cases, 3 Pages
AUTHOR(S) : Hitesh Motwani, Digital & Social Media Marketing Trainer & Speaker and Visiting Faculty@ IIM Bangalore

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Harnessing Power of Online Advertising Campaigns for Village Darbar

 

Introduction

Village Darbar aims to be one of the leading online shop to showcase the creativity of local Indian artisans and craftsmen. This site helps them to connect with not only customers in India but abroad as well. Village Darbar has a range of products which are handcrafted and 100% handmade.

As of August 2017, Village darbar has over 1,00,000 products and it caters to over 40,000 customers. To increase traffic and brand awareness among masses, Ramesh Lulla (Ramesh), Founder, Village Darbar, resorted to spending a huge sum of money on traditional marketing by giving ads in newspaper, distributing pamphlets, placing hoardings in prime metro cities such as Mumbai, Delhi, Bangalore and Chennai. Ramesh also had an active social media presence through which he keeps promoting the work of artisans, promote handcrafted products and share interesting trivia about Indian art. However, Ramesh would like to explore new mediums on internet where he would like to target customers who are specifically enquiring about his products................

Teaching Note Preview

Harnessing Power of Online Advertising Campaigns for Village Darbar

 

Synopsis

Village Darbar aims to be one of the leading online shop to showcase the creativity of local Indian artisans and craftsmen. This site helps them to connect with not only customers in India but abroad as well. Village Darbar has a range of products which are 100% handcrafted.

To increase traffic and brand awareness among masses Ramesh resorts to spending a huge sum of money on traditional marketing by giving ads in newspaper, distributing pamphlets, placing hoardings in prime metro cities such as Mumbai, Delhi, Bangalore and Chennai. Ramesh also has an active social media presence through which they keep promoting work by artisans, promote handcrafted products and share interesting trivia about Indian art. Ramesh would like to explore new mediums on internet where he would like to target customers who are specifically enquiring about his products.

Case Positioning and Setting

This case is positioned for the curriculum taught in Term 3 of the Digital Marketing program to address the concepts of Course 2 – PPC Advertising.

Prerequisite Conceptual Understanding

Students should read about PPC Marketing and they should have practised Google AdWords in the class.

Assignment Questions

I. Recommend which costing strategy should Ramesh adopt for promotion of Village Darbar and why?
II...........

Preamble to this Case Study Analysis

This caselet was used to introduce the participants/students to the idea of PPC Advertising. This concept/technique was discussed and analysed in the classroom by the faculty, accordingly, this caselet was orchestrated in the following way [Exhibit (TN)-I].........

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Abstract

This caselet helps understand importance of online advertising for a company called – Village Darbar, an online marketplace offering Indian product specializing in  handmade items. The founder of company Ramesh Lulla (Ramesh) is very passionate about bringing the true Indian art from villages to urban cities and empower local artisans to grow their business across India. Ramesh was of the opinion that through online advertising platforms Village Darbar would be able to build brand  awareness and credibility, enabling local artisans to grow their business by 10-folds and he aimed to make Village Darbar a one-stop-shop for all Indian handmade products across India. Ramesh was trying to figure out which mediums among online sites could help his business scale as well as increase brand awareness about his products.



Pedagogical Objectives

  • To increase brand awareness for Village Darbar
  • To understand importance of Online Advertising
  • To effectively reduce the PPC cost on online advertising mediums

Case Positioning and Setting

This caselet is positioned for curriculum taught in Term 3 of Post Graduate Diploma in Digital Marketing program to understand and analyse the concept of Course 2 – PPC Advertising



This Case Pack Includes:
- Abstract
- Caselet
- Teaching Note (**ONLY for Academicians)
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