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................
About Village Darbar
Village darbar is an online market to “Discover handcrafted exclusive Indian Products” including Handmade, Handcrafted, Ancient, Organic and Natural products from Indian artisans. Diversity in India is reflected through our Lifestyle, Music, Clothing, Apparels, and Ornaments etc., and Ramesh has a vision of getting this diversity in every household of India through the Internet.............
Promotion and Marketing Challenges
For promotion of Village Darbar Ramesh has been greatly relying on Public Relations and Traditional Mediums. He also has relied on word-of-mouth and repeat customers strategy. He has an ongoing referral scheme (running on lines of Uber) where anybody who refers another customer gets INR500 off...........
Target Customers and Customer Trend
About 60% people purchasing the product from Village Darbar come from Mumbai, Delhi and Bangalore. And about 40% of the audience purchasing the product on the site are females between the age group of 25- 40. The rest 40% of the orders come from Tier-2 markets such as Chandigarh, Jaipur, Udaipur, Nagpur and Assam...........
Assignment Questions
I. Recommend which costing strategy should Ramesh adopt for promotion of Village Darbar and why?
II. ............
