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NMIMS – Digital Marketing

Digital Marketing

 DesiBazaar is an e-commerce company based in Bengaluru, Karnataka, specializing in quirky, Indianized products. Founded in 2020 by young entrepreneurs Priya Sharma and Kunal Verma, DesiBazaar aims to bring a modern twist to traditional Indian culture through unique and innovative products. The company quickly gained popularity due to its distinctive offerings and vibrant brand personality.

Products:

Funky Home Decor:

Products include colorful cushions with Indian motifs, hand-painted kettles and trays, and wall hangings featuring Bollywood posters and famous Indian landmarks.

Fashion Accessories:

Includes jhumkas (traditional earrings) with a contemporary twist, vibrant tote bags with Indian art prints, and quirky scarves and stoles featuring popular Indian idioms and proverbs.

Stationery and Office Supplies:

Notebooks and planners with Bollywood dialogues, pens and pencils shaped like traditional Indian instruments, and quirky desk organizers inspired by Indian street vendors.

Kitchenware:

Includes spice boxes shaped like autorickshaws, mugs with regional dialects, and aprons printed with famous Indian street food items.

Personal Care:

Natural, handcrafted soaps and lotions with Indian herbs, quirky bathrobes with traditional Indian prints, and aromatic candles infused with Indian spices.

DesiBazaar operates through an online platform, catering to customers across India. The company has a warehouse in Bengaluru where products are stored, packed, and shipped. DesiBazaar partners with local artisans and manufacturers to source its products, ensuring high quality and authenticity.

DesiBazaar collaborates with small-scale artisans and manufacturers to source unique products. The company uses a robust logistics network to ensure timely delivery, leveraging both traditional courier services and emerging hyperlocal delivery startups.

DesiBazaar adopts a competitive pricing strategy to attract a broad customer base while maintaining a balance between affordability and quality.

Eco-friendly packaging is used to minimize environmental impact, aligning with the company’s commitment to sustainability.

You can make necessary assumptions while answering the questions.

1. As a consultant to DesiBazaar suggest and explain the 8P’s for the business. (10 Marks)

2. Explain the seven stages for setting up a marketing campaign management for DesiBazaar. (10 Marks)

3. a. How will you promote DesiBazaar online? (5 Marks)

3. b. Create and explain the segmentation 2.0, targeting 2.0, and positioning 2.0 for DesiBazaar.