Digital Marketing Strategy by Owais Chasmawalla-Jumbo King

1. OWAIS CHASMAWALA

2. THE DIGITAL
REPORT
OF JUMBO KING.

3. UP NEXT……

4. WHAT?????
ESTABLISHED IN 2001 BY DHEERAJ GUPTA.
23RD AUGUST 2001 – FIRST OUTLET IN MALAD.
QUICK SERVICE RESTAURANTS(QSR) – WORKS ON FRANCHISEE MODEL
CURRENTLY HAVE 50 PLUS OUTLETS (INFORMATION PROVIDED AS PER THEIR WEBSITE)
IT HAS SPREAD ACROSS THE WHOLE MMR, AS WELL AS BANGLORE, HYDERBAD, AURANGABAD AND GUJRAT

6. DIGITAL PRESENCE
WEBSITE
FACEBOOK
INSTAGRAM
TWITTER
ZOMATO

7. 1) WEBSITE A POP UP APPEARS !!!!

8. HOME PAGE – CAN’T SCROLL FURTHER

9. CURRENT ABOUT US PAGE – VERY DRY !!!

10. SUGGESTIONS!!
23rd AUGUST
2001…WE BEGAN TO
SERVE VADA PAV AT
MALAD
Two outlets were
opened
in Ahmedabad on 17
August 2007
2007: Received Award for
New Concept Franchising
and Award as Innovative
Franchisee model.
2014: First outlet
in Hyderabad at Narayan
guda
2011: First outlet
in Bangaloreat Kora
mangala
2011 MS Dhoni becomes
Jumboking’s customer
number 90,000,000

11. • ONLY ITEM NAME AND PICTURE.
• SUGGESTION:
CAN ADD EACH PRODUCT DESCRIPTION
TO GIVE CUSTOMER A BETTER IDEA OF
WHAT THAT VADA PAV IS

12. CORN PALAK WITH CHEESE !!!
GET YOUR TASTE BUDS READY FOR A LIP
SMAKING COMBO OF CORN PALAK
AND CHEESE IN DESI ALL TIME HIT VADA PAV !!!
SAMPLE !!

15. LIKES AND FOLLOWERS

16. FOLLOWERS - 616

17. FOLLOWERS - 1317

18. #chotibhookh #onthegosnacking
#DilHaiDesi
#ProudlyIndian
#vadapavday
#JkOfTheDay
CAMPAIGNS !!!

19. #ONTHEGOSNACKING

20. #VADAPAVDAY

21. #CHOTIBHOKH

23. (DOMESTIC)
USA
(INTERNATIONAL)

24. ANALYSIS
FACTORS
FACEBOOK 218029 151496 7926854
INSTAGRAM 616 ---- 1.1M
TWITTER 1317 948 1.5M
WEBSITE RANK GLOBAL – 2385085
INDIA – 204760
GLOBAL – 2161719
INDIA – 175163
GLOBAL -29776
USA - 6641
WEBSITE LOADING SPEED 3.75s 3.02s 7.66s
BOUNCE RATE 46.70% 53.30% 36.50%
DAILY PAGEVIEW/VISITOR 2.60 1.50 3.18
SITES LINKING TO 30 26 1900
Data: alexa.com / pingdom.com

25. BURGER KING

26. NICE WAY OF DESCRIBING A BURGER !!!!

27. IT FURTHER SHOWS NUTRITION INFORMATION OF THAT PARTICULAR BURGER WHICH IS CUSTOMIZABLE
!!!!

28. A SCREENSHOT OF CUSTOMIZED NUTRITION INFORMATION !!! FAT DECREASES
AS WE UNTICK MAYONNAISE, AMERICAN CHEESE AND PICKLES

29. A UNIQUE WAY OF DISPLAYING WHATS HAPPENING ON THEIR SOCIAL MEDIA PLATFORM (TWITTER).

30. • THIS CAMPAIGN WAS DONE ONLY ON
TWITTER.
• WAS DONE IN THE MONTH OF MARCH 17.
• TOOK 50-60 NEGATIVE TWEETS OF
CHICKEN BURGER TWEETED YEAR BACK.
• PERSONALLY RETWEETED THEM
WITH A VIDEO.
• GIVING FIRST CRISPY CHIKEN BURGER
FOR FREE.
#HatersGonnaLove

31. SOME SCREENSHOTS FROM
VIDEO.

33. BOOK MY THEIR FOUNDER NO OF STORES IN INDIA

34. MENU VADA PAV DESCRIPTION !

35. ABOUT US – STORY

36. GOLI ACHIEVEMENTS ON THEIR HOME PAGE TO CREATE AN IMPACT ON VISITORS.

37. #GoliAwesomeness

38. UP NEXT……

40. TARGET GROUPS
15-35
M
STUDENTS AND WORKING
PROFESSIONALS
MALE AND FEMALE URBAN CITY AND FAST MOVING
TRAIN/METRO AND PUBLIC
TRANSPORT TRAVELLERS
AGE GROUP AND INCOME CLASS

41. DETAILED TARGET AUDIENCE-1
LOWE PAREL
MALE
MR.DAKSH SAMPAT AGE DEPUTY SALES MANAGER
10TH+12TH+BMS TRAIN TRAVELLER
LIVES IN PLACE OF WORK
SINGLE
45K
INCOME

42. DETAILED TARGET AUDIENCE-2
MALE
MASTER RAHUL JAIN
AGE VIVA COLLEGE
12TH COMMERCE TRAIN TRAVELLER
LIVES IN COLLEGE ATCLASSSES AT

44. KEYWORDS RANKING !!!
JUMBOKING –#1
JUMBOKING MENU - #1
VADA PAV - #33
VADA PAV ORDER ONLINE - #4
VADA PAV FRANCHISE - #3
VADA PAV IN MUMBAI - #25
JUMBOKING VADA PAV PRICE - #2
Data: moz.com
KEYWORDS RANKING

45. KEYWORDS
VADA PAV
VADA PAV IN MUMBAI
ON THE GO SNACKS
CHEESE VADA PAV
VADA PAV IN PUNE
VADA PAV IN BANGALORE
VADA PAV IN HYDERABAD

46. SEO AUDIT !!!
Data – woorank.com

47. SEO AUDIT !!!
Data – woorank.com

48. SEO AUDIT !!!
Data – woorank.com

49. SEO AUDIT !!!
Data – woorank.com

50. SEO AUDIT !!!
Data – alexa.com

51. SEO AUDIT !!!
Data – woorank.com

53. VADA PAV EATING COMPETITION
AT MALLS
IN MUMBAI AND PUNE
01 #JumboChampionship

54. PRE EVENT BUZZ-
CONTENT SERIES
AT THE EVENT –
FACEBOOK LIVE
AND INSTAGRAM
LIVE
POST EVENT
MEMORIES
THE CAMPAIGN FLOW
• AT MALLS IN MUMBAI – HIGH STREET PHOENIX – LOWER PAREL
• AT MALLS IN PUNE – PHOENIX MARKET CITY
• REGISTRATION ONLINE – WILL GET AUDIENCE EMAIL ADDRESS AND CONTACT NUMBER
• PRIZE IN THE FORM OF GIFT VOUCHERS AND JUMBOKING OFFER BOOKLET
• COMPETITION IN TWO CATEGORIES – MALE AND FEMALE

58. ASKING FOR UNIQUE INNOVATIVE VADA PAV
RECIPES FROM AUDIENCE – BEST 30 TO BE
FEATURED IN A JUMBOKING VADA PAV RECIPE
BOOK AND THE BEST ENTRY COULD BE THE NEXT
JUMBOKING LAUCH
02 #MeraWalaVada

59. THE CAMPAIGN FLOW
• AUDIENCE NEED TO SUBMIT THEIR RECIPES ONLINE ON OUR WEBSITE
• WILL GIVE THEM A SUBMISSION DEADLINE
• POST DEADLINE, AFTER A WEEK ANNOUCE THE RESULTS.
• BEST 30 RECIPES WILL BE FEATURED IN A BOOK WHICH WILL BE DELIVERED TO ALL THE 30
WINNERS ALONG WITH JUMBOKING VOUCHERS AND ALSO AVAILABLE FOR PURCHASE AT
DIFFERENT JK OUTLETS
• AMONGST THE 30 WINNERS, THE BEST WILL BE THE NEXT JUMBOKING LAUNCH

63. WHATSAPP CAMPAIGN – ASKING AUDIENCE TO
SEND US A MESSAGE ON GIVEN MOBILE NUMBER
AND AVAIL DISCOUNT COUPONS TO BE USED AT JK
03 #JeebharkeKhao

64. THE CAMPAIGN FLOW
• WITH 160 MILION ACTIVE WHATSAPP USERS IN INDIA, THE CAMPAIGN WILL BEGIN WITH
SOCIAL BUZZ OF WHATSAPP MESSAGES
• ONCE THE AUDIENCE SUCCESSFULLY SENDS “ WE LOVE JUMBOKING” WE SEND THEM A LINK
TO REDEEM THEIR FIRST COUPON
• THEY WILL GET A COUPON ONLY AFTER FILLING NECESSARY DETAILS LIKE NAME AND EMAIL,
WITH THIS WE WILL BE ABLE TO COLLECT A LOT OF DATA WHICH WILL FURTHER HELP IN SMS
MARKETING
• AT REGULAR INTERVALS PEOPLE WILL BE SEND COUPONS VIA WHATSAPP

67. CONTENT BUCKET
PROMOTIONS
CONTEST ALERTS PRE EVENT BUZZ POST
MEMORIES- FLASHBACK POST
POLLS – INTERACTIVE

68. UP NEXT……

70. --VECTORA LT STD ROMAN

72. JEB PAR SASTA…DIL RAHE HASTA – WHY JUMBOKING VADA PAV IS MUMBAIKARS
FAVOURITE CHOICE.
CONTENT
WHAT MAKES JUMBOKING DIFFERENT FROM OTHER
VADA PAV WALAS
• ITS ECONOMICAL
• ITS STOMACH FILLING
• THEIR VADAS HAVE A PROPER STANDARD SIZE

73. 2 ARE YOU A HYGIENE FREAK ?? – JUMBOKING IS THE RIGHT CHOICE FOR YOU
CONTENT
THE LEVEL OF HYGIENE MAINTAINED AT JUMBOKING
TO MAKE IT A RELIABLE FOOD OUTLET .

74. 3 HAVE YOU GONE THROUGH THESE 5 EXPERIENCES
TO CALL YOURSELF – ‘ME MUBAIKAR’ ?
CONTENT
• HAD A ROADSIDE CUTTING CHAI
• SEEN SUNRISE/SUNSET AT MARINE DRIVE/QUEENS NECKLACE
• TRAVELLED IN A BUSY LOCAL TRAIN
• EATEN A VADA PAV ON A HUNGRY STOMACH
• PLAYED GULLY CRICKET

75. 4
CONTENT
• FOOD SPECIALITY OF DIFFERENT PARTS OF INDIA
• FROM SOUTH – IDLI VADA / DOSA
• FROM NORTH – CHOLE BHATURE
• FROM WEST – DHOKLA / VADA PAV
• FROM EAST – BESI BHELI BHAAT
THE GREAT INDIAN DELICACIES – EAST OR WEST INDIAN SNACKS ARE THE BEST

76. 5 MUMBAI CHA BURGER - THE HISTORY OF FAVOURITE ON THE GO SNACK
OF MUMBAIKARS
CONTENT
• HOW VADA PAV WAS BORN -
• ASHOK VAIDYA, THE MAN WHO IS CREDITED
WITH COMING UP WITH THE IDEA FOR THE SNACK AT
HIS STALL OUTSIDE DADAR RAILWAY STATION IN 1966.

78. SUBSCRIBERS – WILL GET EMAIL ID FROM REGISTRATION OF OUR CAMPAIGNS
ONE OF THE EMAIL AUTOMATION STRATEGY
INTRO EMAIL FOR THE
CHAMPIONSHIP
COMPETITION
POST EVENT MAIL-
WINNER
RULES OF THE
EVENT
PROMOTIONAL OFFER
MAIL.
REMINDER FOR THE
EVENT
TRY VARIETY COMBOS
AT JK
MEMBERSHIP MAIL.
OFFER ON JK OF THE
DAY
YES YES YES YES
YES YES YES
NO
NO NO NO
NO NO

79. EMAIL SUBJECT LINES
WELCOME TO THE JUMBO CHAMPIONSHIP EVENT - YOU ARE 3 STEPS AWAY FROM
WINNING THE CHAMPIONSHIP
REMEMBER THE THREE R’S OF THE EVENT – REVERT, REPORT AND REJOICE
NOW SPEND LESS TO EAT MORE – GET 15% OFF ON YOUR NEXT JUMBOKING ORDER
CONGRATULATIONS! YOU GET A FREE JUMBOKING MEMBERSHIP CARD | CLICK ON THE LINK TO KNOW MORE |
CHECK THE BEST MOMENTS OF OUR EVENT | CLICK TO KNOW MORE |
1.
3.
2.
5.
4.

80. UP NEXT……

82. 1.THE HUNGRY MUMBAIKAR
• FOOD BLOGGER AND CONSULTANT
• BEST FOOD BLOG AT COSMOPOLITAN
INDIA BLOGGER AWARDS 2016
• 79.3k FOLLOWERS

83. 2.THE BIG BHOOKAD
• Adarsh Munjal - Food blogging since 2010.
• INSTAGRAM – 25K FOLLOWERS
• FACEBOOK – 22449 LIKES
• HAS WEBSITE – www.thebigbhookad.com

84. 3. MUMBAI FOODIE
 INSTAGRAM – 239K FOLLOWERS
 FACEBOOK – 16452 LIKES
 TWITTER – 720 FOLLOWERS

85. 4. MAHARASHTRA_IG
• 98.8K FOLLOWERS ON INSTAGRAM.
• SHOWCASES MAHARASHTRIAN CULTURE, LIFESTYLE, HISTORY,
FOOD ETC.

86. 5.THECRAZYINDIANFOODIE
• DEVASHREE SANGHVI – OWN PERSONAL FOOD AND TRAVEL
BLOG
• INSTAGRAM FOLLOWERS – 100K
• TWITTER FOLLOWERS – 1347
• FACEBOOK LIKES – 32783

87. APPLICATIONS1. INVITE US ON OUR EVENT
2. ASK THEM TO RATE US ON ZOMATO
3. POST ON THEIR SOCIAL MEDIA
HANDLES ABOUT DIFFERENT JK
OF THE DAY

89. 1. QUORA
ANSWERING QUEATIONS LIKE
“ WHERE CAN ONE GET THE BEST VADA
PAV IN MUMBAI ? “
“ WHERE CAN I GET THE BEST VADA PAV IN
MUMBI/PUNE AND MAHARASHTRA? “

90. 2. BURRP
• IMPROVING RATINGS ON BURRP WEBSITE BY GIVING REVIEWS
AND STARS

91. 3. ZOMATO
• IMPROVING RATINGS ON
ZOMATO BY GIVING REVIEWS AND STARS

92. 4. MOUTHSHUT.COM

94. BUDGET ALLOCATION
= M-INDICATOR RS 30000
= FACEBOOK RS 20000

95. M-INDICATOR
IMAGE SIZE 640X100 PX

96. FACEBOOK
CAMPAIGN OBJECTIVE
TARGETING
REACH

97. FACEBOOK

98. FACEBOOK

99. LANDING PAGE

100. https://workholik15.wixsite.com/jumboking
LANDING PAGE
https://workholik15.wixsite.com/jumboking