Starting in Dec 2011, Rocket Internet flagship venture in India, Jabong.com certainly forced its competitors to be on toes with it initial launch days via its marketing strategy.
As the rocket ventures are seen as rockstars in capitalising their digital marketing backed by huge budgets and with their experience in various global markets.
But when it comes to India, the country has taken Rocket Internet by surprise in multiple ways. The group inclination towards digital is due to their core expertise of measuring results when it comes to digital, which are difficult to measure in TV or OOH. Still the larger untapped market of offline apparels shoppers has forced Jabong now and again to look for a presence on TV and OOH.
Currently 90% of the company’s budgets are going towards digital and rest 10% are invested in TV and OOH as per exchange4media.
Jabong grew drastically to be among Top 100 Alexa sites in India in just few months of its launch, but following the last one year its growth has come with leaps and bounds which must surely be coming as a great concern to Oliver Samwer, Co-founder, Rocket Internet, for whom scaling and being the market leader is an obsession.
Jabong is now looking to shift ownership of its creative agency from Draftfcb Ulka and is planning to invite companies for a multi-agency pitch soon in Delhi. It engaged Draftfcb Ulka last year which handled overall creative design services for Jabong. Recently, It also released a new TVC on the theme of ‘Fashion Nikla Mann Fisla’ created by Draftfcb Ulka which may not have performed well in engaging audience if we trust increase in pageviews as per alexa.
According to Manu Kumar Jain, MD, Jabong, the company will be looking to work with an agency having expertise in fashion and lifestyle domain to look for new innovative ideas that sync well with its TG.
Commenting on their overall strategy, Manu says, “We use digital to enhance our transactions and revenues and social media to increase engagement. Offline media are used to generate awareness in small towns and cities,”.
In Jabong’s digital strategy its Facebook page has recently crossed 1 million likes, and has 17K+ followers on Twitter. They publish 6-7 updates a day and almost all of them are self-promotional but still are able to engage the audience. They are also focused towards attracting female shoppers more than men.