MAEER’S MIT Institute of Design, Pune

Maharashtra

M.Des. – Fashion Management And Marketing

Dept.: Fashion Design

August 2018

Module 3: DIGITAL MARKETING

Journal on Understanding the Concept of Digital Marketing on Handbag
Industry - Baggit

Under Guidance of
Asst. Prof. Vandana Nautiyal
Co-Mentor – Mr. Amit Jain

Presented By
Anupama Poochery
Vaishnavi Khandelwal
1
 Acknowledgements

We would like to thank our visiting faculty Mr. Amit Jain for introducing us to the concept of
Digital Marketing and various mediums of Digital Marketing.

We would like to thank our project guide Asst. Prof. Vandana Nautiyal for her guidance and
help whenever required throughout this project and for her valuable support, help and
guidance inspired us throughout the course of this project.

A token of thanks to Asst. Prof. Arshiya Kapoor (HOD of Fashion Design) for providing the
appropriate atmosphere to work and complete this project successfully.

A note of thanks to our parents for providing mental and financial support throughout this
project and our friends for bearing with us and providing their full support in making of this
project.

- Thank You
Anupama Poochery
Vaishnavi Khandelwal

2
Sr. Title Page
No no.
.
Acknowledgements 2
What’s Inside 3
1. Introduction to digital marketing  What is Marketing? 5
 What is Digital Marketing? 6
 Why Digital Marketing? 7
 Traditional Methods of 10
Marketing
 Digital methods 11
 Traditional v/s Digital – A
15
Comparative Look
2. About Handbag industry  About handbag Industry 17
 Market share of Handbag 18
Market in Retail
 National & International 20
Brands
3. Baggit Company  Company profile 22
 Success timeline of Baggit 23
 Marketing Mix 24
 Competitor Analysis
 Look into Future 25
4. Digital Media Appearance of Baggit  Traditional Methods of 27
Marketing
 E-Commerce Platforms 28
 Social media Presence 29
 #PlayTheLifeGame
 #PutItOnTable 31
34
 Case Study
5. Our Suggestions What incentives can be taken to grow 37
more
Bibliography 39
What’s Inside

3
 Introduction to
Digital Marketing

4
What is Marketing ?
The management process through which goods and services move from concept to the
customer. Marketing is defined by the American Marketing Association as "the activity, set
of institutions, and processes for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners, and society at large."
Philip Kotler defines marketing as:- Marketing is about Satisfying needs and wants through
an exchange process.
The process of marketing is that of bringing a product to market which includes these steps:
broad market research; market targeting and market segmentation; determining distribution,
pricing and promotion strategies; developing a communications strategy; budgeting; and
visioning long-term market development goals.
It includes the coordination of four elements called the 4 P's of marketing mix:
 Identification of the need, selection and development of a product;
 Determination of its price, as per the customer segmentation;
 Selection of a distribution channel to reach the customer's place to generate maximum
footfall/sales; and
 Development and implementation of a promotional strategy which includes building
the brand and creating its awareness among the target customers.

For example, new Apple products are developed to include improved applications and
systems, are set at different prices depending on how much capability the customer desires,
and are sold in places where other Apple products are sold.

Fig 1: Marketing Mix

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What is Digital Marketing?
Digital marketing is the marketing of products or services using digital technologies, mainly
on the Internet, but also including mobile phones, display advertising, and any other digital
medium. Digital marketing is also referred to as 'online marketing', 'internet marketing' or
'web marketing'

How all this started?

 In the 1990s, the term Digital Marketing was first coined. With the debut of
server/client architecture and the popularity of personal computers, the Customer
Relationship Management (CRM) applications became a significant part of marketing
technology. Companies could update the data of customer needs and obtain the priorities of
their experience through CRM database handling softwares. This led to the first
clickable banner ad being going live in 1994, which was the "You Will" campaign
by AT&T and over the first four months of it going live, 44% of all people who saw it
clicked on the ad.
 In the 2000s, with more and more Internet users and the birth of iPhone, customers
started searching products and making decisions about their needs online first, instead of
consulting a salesperson, which created a new problem for the marketing department of a
company that many retailers had not registered their own domain address
 In 2007, the concept of marketing automation was raised to solve the problem
above. Marketing automation helped companies segment customers, launch multichannel
marketing campaigns and provide personalized information for customers. However, the
speed of its adaptability to consumer devices was not fast enough.
 With the development of social media in the 2000s, such as LinkedIn, Facebook,
Youtube and Twitter, consumers became highly dependent on digital electronics in daily
lives. Therefore, they expected a seamless user experience across different channels for
searching product's information. The change of customer behavior improved the
diversification of marketing technology.

Digital media growth was estimated at 4.5 trillion online ads served annually with digital
media spend at 48% growth in 2010. An increasing portion of advertising stems from
businesses employing Online Behavioural Advertising (OBA) to tailor advertising for
internet users, but OBA raises concern of consumer privacy and data protection.

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Why digital marketing?

The importance of digital marketing works not only in favor of marketers, it provides
something innovative to the consumers too. Let us have a look and understand the importance
of digital marketing.

1. Opens up growth options for small businesses

Importance of digital marketing for business lies in the option to select your method of
marketing as per your budget and reach a wider audience at a lesser cost. Earlier, getting your
product marketed especially for a small business was a task in itself. The digital modes of
marketing are customizable and hence much cheaper giving ease to new comers to market
themselves.

For example: If you are trying to make a foray into an already established market you can
still make your presence felt by targeting a small base of customers.

2. The conversion rate is Higher

The businesses that are using online as the preferred mode of marketing are able to measure
the conversion rate through real-time using a simple method. That is identifying the
percentage of viewers who get converted into leads and then subscribers and in the end
finally purchasing the service or product. SEO, Social media marketing and Email marketing
are methods which have a high conversion rate as they are able to generate a quick and
effective communication channel with the consumer.

Fig 2: Conversion rates

3. Get connected to the Mobile Customers

Almost all customers have access to a smartphone ,so almost all the websites these days are
made in a manner that they are easily viewable on the mobile as well and most of customers
even look for products on the same. In many instances, customers have changed their
purchase plan and picked up a product from a different brand just because they were
convinced that the new product has a much better functionality.

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 Fig 3 :Increasing rate of smartphone users

In 2015, 800 million people joined the smartphone generation, according to Ericsson,
bringing the global ownership rate to 47%. In 2016, 600 million more will join the club,
pushing smartphone penetration to well over 50% globally.

4. Increase the trust for your Brand

The presence of your brand and service on multiple platforms gives the option to customers
to rate your services as per their level of experience. A positive and favourable review left by
a satisfied customer causes the new ones to immediately convert. These days contacting the
social media page of a brand for issue resolution and other matters is a common thing to do
that leads to the building up of strong image of the brand in the minds of the new consumers
hence leading to more conversions.

5. Better ROI for your Investment

While earlier budget allocations were done individually to handle each kind of marketing
medium the situation becomes more progressive now. Being digital you have access to
packages at different levels of costing hence ensuring that you can pick up one which suits
your budget best. Even a small level of investment done in a mode of email marketing has the
potential to deliver results in terms of customer’s engagement. Using web analytics helps the
business owners know whether your website is providing optimal ROI. While the website
may not be generating revenue for you directly you can always track conversion rate of
inquiries made through email and telephone calls to sales.

6. Digital marketing is Cost Effective

A small business needs to save up on its resources before it finally goes into the green zone
and starts making profits. Digital marketing gives you the scope to reach out to many
customers at the same time and that too within your budget. You can plan your marketing
strategy such that you only use modes which lie in your budget. If there is a desire not to
extend the budget then you can always target niche audiences who you know would
definitely like and appreciate the concept of your offering.

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7. Potential to earn higher revenues

Since the amount of money invested is less and the ROI more the scope to make money is
much higher. As per a study, compared to traditional methods, digital marketing is known to
generate 2.8 times more revenue. Conversion rates are much higher to ensure that you are
minting money as soon as you enter the fray. For organizations which are formulating their
strategies keeping money in mind, this also means a faster movement towards the growth
path they want to be on.

Fig 4: Traditional v/s Digital

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Traditional methods of marketing

The traditional modes of marketing refer to those which are followed by the companies since
years and have been successful also. This type of marketing is generally considered as hard
copy marketing or paper marketing. This type of marketing includes print media,
broadcast, direct mail and telecom as different mediums.

Benefits of traditional marketing may include:

1. You can easily reach your target local audience. For example, a radio ad might
play in one location: your city or region. Or mailbox flyers will go to households in a
select number of suburbs.
2. The materials can be kept. The audience can have a hard copy of materials of which
they can read or browse through over and over again.
3. It's easy to understand. It can be easily understood by most people because they are
already exposed to this kind of strategy.

Modes of Traditional Marketing

Print media marketing is the oldest form of traditional marketing. Print marketing is
defined as advertising in paper form, usually refers to advertising space in newspapers,
magazines, newsletters, and other printed materials intended for distribution.

Broadcast marketing includes television and radio advertisements. Radio broadcasts have
been around since the 1900s. Television, the next step in entertainment technology, was
quicker to adopt advertising.

Direct mail marketing uses printed material like postcards, brochures, letters, catalogs, and
fliers sent through postal mail to attract consumers. One of the earliest and most well-known
examples of direct mail is the Sears Catalog, which was first mailed to consumers in 1888.

Finally, telephone marketing, or telemarketing, is the practice of delivering sales messages

over the phone to convince consumers to buy a product or service. This form of marketing
has become somewhat controversial in the modern age, with many telemarketers using
aggressive sales tactics. The U.S. federal government has passed strict laws governing the use
of telemarketing to combat some of these techniques.

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Digital mediums

1. Search Engine Optimization (SEO)

Search Engine Optimization or SEO is essentially helps in tweaking your website so that it
comes up naturally or organically for search results in Google, Yahoo Bing or any other
search engine. Google updates its algorithms regularly so that only the relevant results come
up. It filters sites that don’t deserve to be on the top of SERPs (Search Engine Result Pages)..
So,your website should address the technicalities related to content and query matching,
spidering, indexing, and interpreting non-text content. It is the most cost-effective marketing
strategy that will bring organic traffic to your business.

Fig 5: This image shows that Wikipedia has the most relevant information regarding amazon
as compared to others.

2. Search Engine Marketing (SEM)

Search Engine Marketing or SEM is the comprehensive strategy to drive traffic to your
business, primarily through paid efforts. Hence it is also called Paid Search Marketing. The
universe of SEM is diverse and complicated. Based on your business structure, you may
choose PPC (pay-per-click) or CPC (cost-per-click) model, or CPM (cost-per-thousand
impressions) model. There are different platforms for SEM. By far, Google AdWords (on
Google Network) and Bing Ads (on Yahoo Bing Network) are the most popular. SEM also
includes Display Advertising, Search Retargeting & Site Remarketing, Mobile Marketing and
Paid Social Advertising.

Fig 6: Here the highlighted are the paid sites so are displayed first to increase their
PPC/CPC/CPM

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3. Content Creation

Content creation is a definitive method of marketing. Content has been the most important
metric while filtering search results.

It can be presented in different formats, including blogs, white papers, e-books, case studies,
how-to guides, question and answer articles, forums, news and updates, images, banners,
infographics, podcasts, webinars, videos, or content for microblogging and social media sites.

You can be creative and create content on any topic and then skillfully link it indirectly to
your business. Also, you need to customise your content for different platforms. For example,
the content for mobile phones should be crisp and short.

An effective strategy will engage your readers and leave them interested in more information
from you. Good content is shared and is the best way for branding your business.

4. Social Media Marketing (SMM)

Social Media Marketing or SMM is an offshoot of your SEM efforts. It involves driving
traffic to your sites or business through social sites like Facebook, Instagram, Twitter,
Pinterest, Google+, Linkedin, etc.

As mentioned above, good content is shared and liked. So when creating and customizing
content for different social media platforms, you have to make sure that it has to be prolific
and original; as you need to engage with users on a daily basis, at least four to five times a
day.

Fig 7: This data shows the number of various social media platform users as on July 2018.

5. Digital Display Advertising

This again is a subset of your SEM efforts. You may use a variety of display advertising
formats to target potential audience - be it text, image, banner, rich-media, interactive or
video ads. You can customise your message based on interests, content topics, or the position
of the customer in the buying cycle.However, note that Digital Display Advertising is
relatively costly. You need experts to drive good ROI for your business.

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6. Retargeting and Remarketing

Essentially, Retargeting or Remarketing is a strategy to target customers who have already

visited your website. It is based on cookie technology. Retargeting has emerged as a preferred
strategy as you target customers who have already shown interest in your business; and hence
the conversion rate is high.

You may engage in Retargeting on your site, or on social network or on the mobile. Visualise
your strategies based on the customers' buying cycle.

Fig 8: here, Myntra is constantly updating its existing customers about the upcoming offers
to increase their customer’s buying cycle.

7. Mobile Marketing

In Mobile Marketing, one need to remember, the website, apps and content should be
customized for mobile devices to increase customer’s engagement.

According to a report, Mobile Marketing will be worth $400 billion by 2015 in the US alone.
By 2016, mobile devices are expected to reach 2.6 billion units worldwide. So as more people
use smartphones, tablets and other mobile devices, the potential of mobile market continues
to grow. (Refer Fig 3).

8. Interactive Marketing

Companies can use tools like widgets and opt-in features to make their website interactive,
solicit feedback and track user behaviour. A brand/company has to engage with the customers
actively and customize offers based on their preferences and browsing activities.

According to a survey by ExpoTV.com, 55 percent respondents preferred to have ongoing

communications with the companies they buy from; and 89 percent felt more loyal to the
companies if they were invited to provide feedback.

9. Viral Marketing

Viral Marketing is a strategy where a unique content spreads exponentially online, because
the content is appreciated, shared and liked immensely.

This is a great way to brand and drive traffic to your website. The content can take any
format; all you need is to be creative.

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10. Email Marketing

When you send a commercial message through email to a list of potential customers, the
strategy is called Email Marketing.

With an effective email marketing software, you can maintain email lists that are segregated
based on several factors, including customers’ likes and dislikes, and spending habits. A
customised email helps to generate interest of a customer.

However, some Email Marketing may also be considered as spamming and there are laws
against it in some countries.

Fig 9: Email Marketing via Gmail

11. Affiliate Marketing

Affiliate Marketing is a performance-based marketing program, where you pay publishers

who bring you customers. The performance may be based on conversions - promotions, leads
or simply sales. Essentially, the publishers will give you space in their pages to advertise your
business and help you drive conversions; and you will pay them based on the compensation
model.

Affiliate Marketing is especially useful for startups, as it will bring in more traffic to their
business through high-traffic sites.In a way, it is a win-win situation for both the merchants
and publishers.

Sites like Amazon, eBay and Flipkart run Affiliate Programs. In fact, most online businesses
with appreciable traffic have their own affiliate programs.

Fig 10: Example of affiliate marketing, two or more advertisements running on same page.

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12. Web Analytics

Perhaps, the most important aspect of your Digital Marketing is Web Analytics. Web
Analytics helps you to collect, measure, understand, analyse, plan, report and predict the web
activities for your business. It gives you analyses and different angles to ponder vis-à-vis
your business. It is important for every advertiser should use Web Analytics to understand his
business and improve the ROI and conversions. Most important Web Analytic tool is Google
Analytics.

13. Game advertising: Game ads are advertisements that exist within computer or video
games. One of the most common examples of in-game advertising is billboards appearing in
sports games. In-game ads also might appear as brand-name products like guns, cars, or
clothing that exist as gaming status symbols.

Traditional v/s Digital – A comparative look

Both traditional and digital methods of marketing have some or the other pros and cons.
While traditional has tangible sources for marketing, digital has all marketing via internet and
social media. Traditional method of marketing covers particularly small segment of
customers having a limited reach whereas digital marketing overcomes this problem.

Digital marketing is cost-efficient. Though some invest on paid ads online; however, the cost
is still cheaper compared to traditional marketing.

It is easy to keep records of the customer profile in digital marketing which was not possible
in traditional one.

In today’s busy world where people don’t have time to sit and read newspapers or receive a
spam call from any of the company, digital media has gained much popularity as the content
is relatively crisp giving the viewer the idea of the news or concept which if found attractive
the viewer will open the back link of that information.

All-in-all, digital marketing is taking over the market in terms of platform for promotion, it
appears that a multi-channel approach that leverages the unique benefits of paper with the
convenience and accessibility of digital will perform best.

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About Handbag
Industry

16
Handbag Market in India
Bags and purses constitute an important category of the fashion accessories industry. While most of
the bags are made up of leather, several other fabrics like cotton, denim, and nylon are also used.
India is among the top eight countries manufacturing and exporting bags and purses.

The handbags market in India can be segmented into four categories: totes, shoulder bags,
purses and wallets, satchels and saddles. Purses and wallets are the largest segment,
according to a report, in terms of both revenue and volume, accounting for 34.8 per cent and
35.4 per cent share of the market.

The market, which a decade ago had only a few noteworthy national brands
like Baggit, Hidesign, Da Milano, among others, is today crowded with not only exclusive
domestic bag brands but a number of international brands including DKNY, Louis Vuitton,
among others. Besides, the segment has also seen various shoes and apparel brands extending
into the category of bags and wallets – from Bata to UCB to Arrow and even Titan.

Reasons for Increasing demand for Handbags-

Changing roles of Indian women to accept other challenging roles, women today are willing
to buy a handbag which suits their personality, which help them to boost their confidence.

Acceptance of quality products over price – Today’s consumer is willing to pay a good
price when it comes to quality. Over a period of time, the consumer had raised his standards

The rise in disposable income - Modern Indian women increasingly insist on handbags that
express both their personality and sense of style .Earlier, women would survive from one bag
but today they are going out more often and they demand bag for each and every occasion.

Opening up of retail avenues in India - With the opening up of the retail markets, the
average consumer has become exposed and far more aware of the brands available in India.
Bags are not seen just as necessities for carrying keys or mobiles anymore.

In addition to an influx of various players, the market is also witnessing an increase in revenues and
volumes.

According to a report by Research and Markets, “Increase in urbanization and rising income levels in
India has opened the envelope for growth in handbags market in India. It is even influencing the
demand for expensive and premium handbag brands and per-capita consumption by consumers.”

The report also said that, in terms of revenue and volume, the handbag market is expected to grow at a
CAGR of 19.2% and 15.1%, respectively, over the period 2014-2019.

New Avenues For Growth

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Shopping trends have drastically changed post the advent of online retail and it is no different for
handbag category. All the players, in the past, have extending their reach by going online, through big
marketplaces like Amazon, Snapdeal or Flipkart and/or their own portals.

Online has definitely become one of the important channels for handbag market. It’s more convenient
for consumers who today want to sit in the comfort of their homes, browsing pages of websites before
making a final purchase. Online consumers are always on a look out for more deals and discounts.
Therefore, these people try to place more discounted merchandise there as it gets picked faster. It has
definitely increased the demand for the products. It has helped handbag companies to cater to those
markets where their stores are yet to open.

Market share of handbag industry & competition from international

brands
Indian domestic market for bags, including handbags, college bags, office bags etc. was estimated at
Rs 15 billion in value in 2008 which is growing at a scorching pace. The women’s handbag sector
has emerged as a biggest market with a strong 47% market share by volume and 40% by value.

Fig 11

Bags, handbags and office bags in the premium range are usually purchased through organized sector
retail outlets at high streets and malls. Although the presence of brands is certainly limited as 74% of
the market is dominated by unbranded players, thus making it a style driven market. Leather bags are
very popular with flashy shiny imported synthetic material. Several other fabrics like cotton, denim,
and nylon are also popular among the bag buyers.

Exposure to international markets through participation in trade fairs, etc. has helped Indian
manufacturers to catch up and keep abreast with international fashion trends. Liberal import policies

18
of the Indian government, have facilitated ready access to latest technology and materials available
internationally.

The urban Indian male today is also very conscious of the style of the wallets and bags he carries.
Bags and wallets of all sizes and shapes are available in the market ranging from Rs 100 to Rs 2000 +
for a double-decker and multi utility unbranded bag. Some of the brands which are popular in the
Indian market are: Allen Solly, Baggit, Hidesign, and Footloose besides other.

Fig 12

Revenue of luggage and handbags manufacturing (SIC 15.12) in India from 2008 to 2018 (in million
U.S. dollars).(This statistic shows the revenue of luggage and handbags manufacturing in India from
2008 to 2012, with a projection until 2018. In 2010, revenues of luggage and handbags
manufacturing in India amounted to approximately 811 million U.S. dollars)

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Indian Handbag Brands In market

International Competition in Handbag Market

20
Baggit Company

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Company profile
Established in 1990 by Nina Lekhi, Baggit is a one of the leading fashion accessory brands.
With her love for accessories and creative ideas, Lekhi caters to the need of fun loving urban
Indian consumers. The brand has strong belief in ‘beauty without cruelty’ that made it win
the PETA Proggy award.

Brand USP: Baggit products are made in India from eco-friendly, vegan materials approved
by PETA and is excellent in terms of functionality. The brand offers handy, trendy and chic
accessories like bags and wallets in various colours and styles at reasonable prices.

Target customers: Baggit bags are a blend of innovative style and trendy designs, becoming
a hit among women belonging to SEC-A; and are meant for users between the age group of
18-35 years.

No. of pieces produced: It currently produces about 1.5 lakh pieces a month, which will be
increased by about 50 percent soon.

No. of Indian cities currently present in: The brand has presence in 61 cities across the
country.

Presence in Large Format Stores: Her first collaboration was with Shoppers Stop when it
just entered the Indian markets giving it huge Footfall. Now it is available in Lifestyle,
Pantaloons, Central, Max, Globus, Centro and Chunmun.

Total no. of flagship stores: 6(as in 2014)

New territories or regions added: The brand recently entered the markets of Mangalore
(Karnataka), Punjab and Rajasthan along with Delhi and Mumbai.

Presence in online retail: The brand has presence in e-commerce portals like Myntra,
Jabong, Flipkart and Amazon.

Future plans: The brand is envisaging expansion in both online and offline platforms. Soon,
it will launch Baggit mobile application. Baggit has plans to open 20 new exclusive brand
stores in 2015-16; and to penetrate tier-II and tier-III cities

Targeted cities in the next couple of years: They are targeting tier – II cities for expansion.

Franchise requirement: The brand is also looking for expansion via franchise route across
the country. The interested franchisees have to invest a minimum of Rs15 lakhs and area of
300sq.ft.

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Success timeline of Baggit
1990: Nina Lekhi, a young entrepreneur arose with a determination to make her mark in the
fashion world with investment of Rs.7,000/-. With her love for accessories and creative wild
ideas, Baggit was born; making its first appearance at INXS, Mumbai.

2000: With its fresh new take on fashion coupled with durability as well as functionality,
Baggit spread like wildfire across trade channels in Mumbai and Delhi. The brand finally
reached the large format retail stores in the year 2000.

2005: With Baggit’s ever growing fan base and popularity, Nina Lekhi was voted one of the
50 most powerful business women of India by Business Today.

2007: Baggit’s firm belief in ‘Beauty without cruelty’ won it a Peta Proggy 2007 award for
manufacturing non-leather products. After being hot on the fashion circuit for many years,
Baggit opened its first exclusive outlet at Atria mall, Mumbai. It was ranked the highest
selling brand in the handbags category in large format store, turnover 18crores.

2010: With a commitment to quality, innovation in fabric and fresh new designs, Baggit
earned a loyal following.

2011: Extending its reach, Baggit launched four new stores at Pune market city, Amanora
Pune, Infinity Malad Mumbai, Vashi Inorbit Mumbai.

2012: Still expanding and growing, Baggit once again launched new stores, at Neptune Mall
Bhandup Mumbai ,Jaynagar Bangalore ,Inorbit Mall Bangalore and Kormangala Bangalaore.

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Marketing mix of baggit

PRODUCT PRICE

PLACE PROMOTION

Products –
The design, quality and aesthetics of the product are at the centre-stage and appeal the
most.Product likeHandbags, wallets, multipurpose pouches, belts,etc.are provided by baggit
for both men and women.
Price –
INR 750/- to 6,600/-
Place –
Available in over 1,000 large format retail stores and receives 3-4 per cent sales through
online. It also has nearly 50 exclusive outlets
Promotion –
Baggit initially followed the BTL medium to market itself. But now also uses ATL medium
like its website launch and the ad campaign done in collaboration with Shraddha Kapoor.
Baggit collaborated with Lakme Fashion Week. their own show “The Baggit Show”
Facebook and instagram are aso the promotional tool for baggit.

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Competitor Analysis

Revenue generation($M) of top 5 Indian Brands as in July 2018

30

25
24.4

20 21.7

18.1 Revenue generation($M)

15

10
10

5 6.6

0
Hidesign Lavie Caprese Baggit Da Milano

Fig 13: this chart shows the sales revenue of the top Indian brands in india

Look into future

Homegrown accessories brand Baggit is stepping up its volume and the product line to meet
its target of clocking 25 per cent revenue growth in FY19.

The privately held company had around Rs 160 crore revenue last fiscal year.

While Baggit is present in Sri Lanka, she ruled out making further international forays as the
focus will be domestic market.

The brand is available in over 1,000 large format retail stores and receives 3-4 per cent sales
through online. It also has nearly 50 exclusive outlets.

The company also launched a private label collection recently, which will target premium
clients.

25
Digital Marketing of
Baggit

26
Traditional marketing of Baggit
• Baggit initially followed the BTL medium to market itself. Baggit promoted it name
by mall promotions, fashion shows and road shows.

• They collabrated with Lakme Fashion Week. It was the only bag company to have
collabrated with Lakme Fashion Week having their own show ‘The Baggit Show’.

Fig 14:The Baggit Show in Lakme Fashion Week with show stopper Lauren Gottlieb.

 It also collaborated with Bang Bang Movie in 2014 and launched the Bang Bang
collection.

Fig 15: Katrina Kaif promoting Baggit contest

27
An E-commerce Platform
Baggit today sells its products on different e-commerce platforms.

Baggit have seen a significant shift in the retail business with the introduction of the
ecommerce platform.  E-tailers have made it easy for today’s consumers to shop by providing
them with plenty of choices, better pricing, return policy, free shipment and so much more.

E-tailers have also set the bar high in customer servicing-no questions asked exchange
policy, free reverse pick up – has definitely gained respect for them among the
consumers- something physical retailers have to play catch-up with. E-tailers clearly win in
use of analytics and suggesting products that are of similar interest to the customer who visits
again. Selling on an ecommerce platform attracts more consumers which ensure greater
reach, higher brand awareness and increased revenues.

Baggit have added a layer of visibility above the traditional methods. As a result entered the
digital platform before other brands in the bag industry.

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Social media presence
1. Facebook

No. of followers: 57.5M

No. of likers: 58.1M

Facebook presence since: 2012

Fig 16&17: Growing fan base on facebook in terms of followers

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 2. Instagram

No. of followers: 42.5K Presence since: 2013

Various campaigns initiated to increase its reach; provided link of website as backlink.

3. LinkedIn

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 4. Twitter

Tweets: 7,413
Followers:7,446
Presence since: 2009
Popular words used:

party choosing color waist favorite pastel free shopping vegan black choose wardrobe pouch dress prin

twork accessories  style season structured add tassels carry totes pick latest slings
weekend animals hand textured textures fashion match stay collection upcoming b
aganimal  high printed baggit bold wallet bags look leader colorblock ensemble trend tote 
featuringsling friend love block fresh trendy life cruelty office

hashtags :
#fashiontrends #peta #leadershipstance #fashiontips #ssy #baggit #govegan #ssybalancedlife 
#trendybags #bagtexture#tote #putitonthetable #femina #pastelbags #vegan #animalrights #h
obo #powerofmeditation #leadershipskill #worktote

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The website:

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Campaigns

 #PlayTheLifeGame campaign 2015

The campaign captured the ethos and attitude of contemporary Indian women who live life on
their own terms and make choices for themselves. Our idea was to put forth the campaign's
true essence and connect with millennials. Baggit celebrated the moods of Indian women
through multiple contests where we interacted with our consumers through various touch
points and made them part of the brand conversations. The campaign helped Baggit in its re-
branding and in promoting our trendiest collections. The idea was clear, to engage and target
maximum brand lovers and create a full-fledged promotion for the brand. This campaign has
helped to increase our top of the mind recall, which has fuelled online retail growth.

#PutItOnTable 2018

Current campaign in 2018 aims to change the inviting women to put their thoughts on the
table. Led by their brand ambassador, popular Bollywood youth and style icon, Shraddha
Kapoor, will showcase instances where Baggit will encourage women to speak their mind.
The series of TVCs and print campaigns leverages one of the most favoured accessories of a
woman – a bag, to make a statement and encourage other women to be seen and make their
voices heard.

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Case Study

Brand :Baggit

As we’re aware, accessorizing our outfits is simply an embellishment to our look and catering
to the call of fashion, Baggit has redefined its brand to become the ultimate provider of bags
of various kinds.

Objective

Their primary aim was to engage with their audience and build interaction with them for their
new SS collection.

Execution

To generate excitement for the offline event, the brand created pre-buzz on the digital media
with their set of bloggers from Mumbai, where they shared their tweets using
#PlayTheLifeGame.

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The Baggit event, as soon as the bloggers entered the brand showcased their products and
they were asked to hold on to the product throughout the event to experience it.  The brand 
showcased the story behind their new SS collection! followed by that was a question-answer
session with the bloggers where they were asked why they have chosen this product or if they
would like to switch their bag with anyone else and why.

This led to blogger interaction and content sharing amongst themselves on Facebook, Twitter
and Instagram and they also shared the blogs on their social media handles. The campaign
also had influencers sharing their stories, re-tweeting brand’s tweets and bloggers posts.

Videos were produced in each city asking consumers about their favourite bag asking them
how will they #PlayTheLifeGame. Bloggers also shared blogs on their pages and the brand
picked up the same content for their social media.

The brand also ran a 2-day campaign asking users to guess the Bag (Crossbody, Messenger
etc) and tag a friend who should own it and the reason why your friend should
#PlayTheLifeGame. These were portrayed on the digital platform through a GIF format. The
person with the maximum no. of entries stood chances to win exciting Baggit Goodies.

Results

The entire event was shown on Facebook Live which received 2.1k views. More than 185
users participated in the campaign and they collectively generated more than 2765
conversations.

The campaign delivered 5,531,042 impressions. Unique twitter accounts reached during this
campaign were more than 2.8 Million.

With #PlayTheLifeGame, Baggit managed to popularize their new collection on social

media.

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 Our Suggestions:
What incentives can the
company take to
increase their reach.

36
 1. More TVC Campaign:

TVC (Television Commercial) campaign is a promotional activity where a product is

promoted in video form telling us a story.

The current TVC campaign of Baggit which is creating a buzz is #PutItOnTable featuring
Shraddha Kapoor. this campaign focuses on promoting women empowerment where women
should boost their confidence to keep their thoughts or opinions froth.

The current customer segmentation of the brand is middle to high class.

They can further create more ad campaigns showcasing the products a premium one available
for high class women as well. For this, they will have to broader their reach by entering the
international market mainly targeting the fashion capitals. Once they gain their name in
international market, they can feature any of the famous Hollywood celebrity in their TVC
campaign which will increase the brand value and identity.

2. Competition announcement
A designing contest (for design stream students as well as for baggit customers

The students as well as customers registering themselves for the contest

Designer giving their Product design

Baggit choose the the best 15 products designs

Those 15 will be Marketed on facebook as well as baggit website for

customers to vote

Top 5 designs will be chosen and will be produced

Winners will get certificates and 10% of the sales revenvue

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3. Visual Search

Visual search is helping to change consumers to find exactly what it is they’re looking

for.   
The customers/ followers in instagram or facebook will get a back link of the product on
the picture itself which will be uploaded. If they’ll like the product, they can click in the
picture of the Baggit bag and will get the name and price details of the product with a link
that will ultimately lead them to the landing page i.e. the Baggit website. There, the
product will open on the screen with full details. The customer can purchase the product
from there.

This mode of promotion will help Baggit developers to increase the viewers of their page
because their CTA will be leading their customers to visit their website. 

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Bibliography
Chapter 1-

Marketing- http://www.businessdictionary.com/definition/marketing.html

Digital marketing (how ): www.wikipedia.com

Traditional marketing: http://www.marketing-schools.org/types-of-marketing/traditional-

marketing.html

Digital marketing methods: https://yourstory.com/2014/12/digital-marketing-startups/

Chapter 2

About handbag industry :- https://www.indiaretailing.com/2017/04/11/fashion/from-

necessity-to-style-statement-handbag-retailing-witnesses-a-chic-transition/

Market Share and competition :- Technopak

Chapter 3

Company profile https://www.indiaretailing.com/2015/02/11/fashion/baggit-2/

Success timeline : http://www.baggit.com/Brand.aspx

look in future : //economictimes.indiatimes.com/articleshow/62775910.cms?

utm_source=contentofinterest&utm_medium=text&utm_campaign=cppst

Image links

Fig 1: https://i2.wp.com/www.cleverism.com/wp-content/uploads/2014/08/4Ps-marketing-
mix-product_.png?resize=451%2C433&ssl=1

Fig 2 :https://thefinancialbrand.com/wp-
content/uploads/2017/03/digital_marketing_top_three_priorities-565x605.png

Fig 3 : https://ho-websites.s3.amazonaws.com/blog/wp-content/uploads/global-mobile-
users.png

fig 4 : https://static.technians.com/wp-content/uploads/2017/04/digital-arketing-comparison-
768x587.jpg

fig 7: file:///H:/2018-20/digital%20marketing/facebook-users-snapchat-twitter-youtube-
whatsapp-instagram-wechat-qq.webp

fig 10: http://frazierstatue.com/wp-content/uploads/affiliate-marketing-examples-now-

allowed-004.jpg

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