Mini Project –I

(KMBN152)

BEWAKOOF.COM

Submitted to
Dr. A.P. J. Abdul Kalam Technical University, Lucknow
Towards the partial fulfillment of degree of Master of Business Administration

Guided By: Submitted By:

Faculty Name: Dr. Neeta Bhatla Name: Aditi Pandey

Roll No.: 2100560700003

Babu Banarasi Das Northern India

Institute of Technology
Sector-II, Dr. Akhilesh Das Nagar, Lucknow.
 Declaration
I solemnly declare that this mini project report titled BEWAKOOF.COM is based
on my own work carried out during the course of my study under the supervision
of Dr. Neeta Bhatla. I assert the statements made and conclusions drawn are an
outcome of my research work.
I further certify that the work contained in the report is original and has been done
by me under the general supervision of my supervisor. Also the work has not been
submitted to any other Institution for any other degree/diploma/certificate in this
university or any other University of India or abroad.

Name: Aditi Pandey

Roll No. : 2100560700003
 Certificate
This is to certify that Ms. Aditi Pandey Roll no. 2100560700003 Batch 2021-23

has undergone Mini Project- I (KMBN-152) under the supervision of faculty

guide Dr. Neeta Bhatla as a partial fulfillment of degree of Masters of Business

Administration from Dr. A.P.J Abdul Kalam Technical University, Lucknow.

Dr. Neeta Bhatla Dr. M.K. Rastogi

Associate Professor Professor and Head

Date- March 10, 2022 Date- March 10, 2022

 Acknowledgement
I take this occasion to thank God, the almighty for blessing me with his grace and
taking my endeavor to a successful culmination. I extend my sincere and heartfelt
thanks to my esteemed guide, Dr. Neeta Bhatla, for providing me with the right
guidance and advice at the crucial junctures and for showing me the right way.

I extend my sincere thanks to our respected Head of the Department, Dr. M.K.
Rastogi for his encouragement, support and guidance in carrying out the project. I
would also like to thank my family and friends for being a constant source of
motivation throughout the project work.

Thankfully,
ADITI PANDEY
Roll No. 2100560700003
 Table of Contents
S. NO. TITLE PAGE NO.
Abstract 1
1 Feasibility Analysis 2
1.1 Introduction to Bewakoof 2
1.2 Vision of the company 3
1.3 Product Mix of Bewakoof 5
2 Innovative Idea for the Product/Service 6
2.1 Introduction of Customization Services 6
2.2 Introduction of 3-D model 6
3 Organizational Feasibility 8
3.1 Objectives of Bewakoof.com 8
3.2 SWOT Analysis 8
4 Market Feasibility 13
4.1 Competitors of Bewakoof.com 13
5 Product Feasibility 16
5.1 Marketing Mix of the product 16
5.2 Marketing Segmentation of the product 18
5.3 Services provided by Bewakoof 18
5.4 Market Targeting 23
6 Financial Feasibility 24
6.1 Pricing Strategies 24
6.2 Communication Strategies (Promotion) 24
7 Conclusion 29
References 30
 Abstract
This mini project report explains about the marketing plan for the lifestyle fashion
brand “Bewakoof”. In the very beginning of the report, I have explained the vision
of the founders and the mission statement of the company. And then I have further
carried out the study which includes the primary as well as the secondary research.

This report contains information about the marketing as well as the promotional
activities followed by the brand. The report also gives some innovative suggestions
and changes that can be made to the site to make it more presentable and to help it
to capture new market.

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 Chapter - 1
Feasibility Analysis
1.1 Introduction to Bewakoof

Bewakoof, founded in 2012, by Prabhkiran Singh, is a lifestyle fashion brand that

makes creative, distinctive fashion for the trendy, contemporary Indian.
Bewakoof was created on the principle of creating impact through innovation,
honesty and thoughtfulness.

Bewakoof.com is one of the fastest growing online-only fashion and lifestyle

brand, Bewakoof.com mirrors the consumers it serves in its casual, impactful and
stylish approach. The brand promises of quirky behaviour of the up-and-coming
young Indian consumers.
With over 3000+ style trends, 2 million followers on Facebook and 10 Bollywood
movies merchandise, Bewakoof.com is a name to watch out for in the fast fashion
realm!
It has a team of 400 members, and 2 million products sold till date. Bewakoof likes

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to experiment freely, which allows them to balance creativity and relatability, and
innovative designs. Their range of products is always fresh and up-to-date, and
they clock sales of over 1 lakh products a month. The Mumbai-based company is
making high-street fashion economical, accessible and affordable for Indian
fashionistas. Through its unrivalled digital connect and cool, funky approach
across social media platforms, the company has made itself the online shopping.
The innovation factor of Bewakoof extends to the operations as well. They are
vertically integrated, manufacture their own products, and cut out the middleman
wherever possible. This direct-to-consumer model allows Bewakoof to create high-
quality fashion at affordable prices.
A thoughtful brand, Bewakoof attempts to minimize their environmental footprint
and maximize their social impact. These efforts are integrated right into their day-
to-day operations, from rainwater harvesting to paper packaging to employee
benefits to create an accessible, affordable and thoughtful experience of online
shopping in India.

1.2 Vision of the Company

Bewakoof believes in creating the kind of fashion that makes them stand out as
they are in line with the latest local and global trends of the industry, but also at the
same time offer value for money functionality, with quality materials and
comfortable and flattering prints. Bewakoof tries to look into the psyche of their
customers, and tries to get inspired by the conversations and experiences around
them while creating their graphics, to ensure that they are relatable. They believe in
constant and consistent innovation to ensure that their fans get nothing short of the
bets at affordable rates.

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While most people do not know, they do not outsource the manufacturing of their
products, everything from the conception of the designs to the manufacture and the
styling that customers see on the photographs of the banners and product pages of
their website all happens in house. They go from yarn to product and since they're
vertically integrated and bring fashion from them directly to their doorstep without
any middlemen that also further ensures reliability because for Bewakoof it is not
just about the money but about building the trust and credibility in their fans about
their brand. They also make sure to decrease the impact on environment and are
building initiatives that will help them with the same, for now by optimizing our
processes to use only as much as they need from nature, rain water harvesting and
recycling the water from their RO water facility, because they believe that the
spirit of Bewakoof is about creating an impact by breaking conventions and having
a different perspective.

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1.3 Product Mix of Bewakoof

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 Chapter – 2
Innovative Idea for the Product/Service
Bewakoof can implement the following ideas to attract a much larger customer
base including people from rural cities who do not have much awareness of the
brand.

2.1 Introduction of Customization Services

• The brand can provide its customers the option of getting their merchandise
customized as per their wish.
• For instance - Customers can get their favorite characters printed on the
choice of their T-shirt , they can get personalized quotes written on t-shirts,
mugs etc.
• There can also be an option of choosing the font size and style of the quote
or text by the customers so that they can write their text accordingly.
• Another important idea can be visual representation of the text written by the
customer on a T-shirt so that he/she can see how their selected T- shirt will
look after customization
All these personalized services provided by the brand makes the customer feel
more connected to the brand. Bewakoof should imbibe such services and provide
them to their customers. This will not only increase their customer base but will
also make the customers feel more related to the brand.

2.2 Introduction of 3-D model

• The brand can incorporate the use of 3-D model so that the user can enter
his/her measurements and that creates a 3-D model accordingly.

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 • With the help of this the user can try on clothes available at the website on
the model created. Hence they will be able to know and see how the clothes
will look on them.
• Seeing a product in 3D and trying out its features and options creates a more
knowledgeable, confident, and eager consumer.
• 3D product views also have advantages over a user manual as you can really
see the product in action rather than reading about it.
• The consumer is better informed and more satisfied while spending more
time enjoying their new purchase and less time frustrated with some
confusing manual.
There are a variety of tools to create 3D models, including Maya, 3D Studio Max,
and Blender. These are similar products used for animation in movies and video
games.

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 Chapter – 3
Organizational Feasibility
3.1 Objectives of Bewakoof.com

• Bewakoof want to become India’s largest D2C fashion and lifestyle brand.
A brand that is not just aspirational for the young masses, but also
inspirational.
• Their focus areas remain product expansion, technology and content.
• Bewakoof aims to create a marketplace for brands with similar ethos who
want to get discovered by a customer base that has a point of view on things.

• Bewakoof aims to generate Rs 500 crores in brand sales from the

marketplace in the next 12 months.

• Bewakoof aims to hit Rs. 2000 crore in revenue by 2025.

3.2 SWOT Analysis

• Strengths

• Weaknesses

• Opportunities

• Threats

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Strengths of the Brand:
Wide Product Range

The fashion brand offers a wide range of products and services to the fashion lover
customers market. Like apparel of men, women, footwear (boots, sandals, shoes),
bags, traditional clothes, sportswear, textile, costumes which makes it very popular
among the teenagers and adults.

If you look at it closely, then you’ll see that fashion covers almost every aspect of
our daily life. It offers products/services/accessories for every occasion to use and
sends the message whatever you want to convey.

Global Presence

The internet and media have already made the world a global village. We’re aware
of it whatever is happening here and across the world. However, the same thing
goes for the fashion industry.

Quality Products
This brand doesn’t compromise on the quality of their products and services. They
offer both quality and fashion at the same time. They have established a large
database of loyal customers because of the quality products.

In-house Production
Speaking of their quality work, the reason they manage to maintain a high standard
of quality and creativity is that they get the products manufactured in-house under
their close supervision. Some of the fashion companies outsource their production
work in developing countries, which helps them to lower the cost, but it bad
impacts the quality of the products.

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Easy Navigation
The app provides easy and hassle free navigation facility which makes it easier for
the users to look out for products they desire without wasting their time.

Budget Friendly
One of the greatest advantages of this company is that it fits well within the budget
of its users. Since most of their customers are school and college going children
they will not be able to afford it if the prices were high.

Weaknesses of the Brand:

Changing Fashion Trends
As many of you are aware it the beauty and fashion industry is highly competitive,
and various fashion brands are competing with one another to be the first in setting
up new trends in the market. In fact, the fashion industry doesn’t have control over
it. All they have to do is to keep up their pace with the latest fashion trends. If they
don’t, then they would lose the market share, sales, and profitability ultimately.

Competition from other websites

There are various other companies which offer same services as this brand, so it
faces tough competition from them.

Entering New Markets

Fashion business always has to enter new markets and target new
customers. It’s because fashion trends are always changing, and their target
market is different age groups. It means that you always have to be ready to
face the uncertain conditions and unexpected responses of the market.

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Opportunities for the Brand:
Tie ups with Famous celebrities
The brand can tie up with famous celebrities in order to promote it to the masses.
Brand endorsement helps a lot in capturing market.

Covering other aspects along with clothing

The brand can widen its scope by covering other areas of fashion like including
jewelry, accessories and cosmetics etc. These products will help the brand to
appeal a larger audience especially women.

Opening an Offline Store

Since the brand has now gained the confidence of customers, it can think about the
possibility of opening an offline store in metropolitan cities.
This can increase the sales as well as the revenue of the brand.

Threats for the Brand:

High competition
The beauty and fashion industry is the world’s most competitive business along
with its high demand. Some of the renowned brands have hired excellent designers
and artists in the creative team. They always come up with unique and innovative
fashion products and take advantage of being the industry leader. On the other
hand, the new fashion brands with limited resources have to follow them and
accept the 2nd position in the market. This is the case with Bewakoof as well.

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Changing Trends
The changing fashion trends could jeopardize the growth and performance of the
business. It doesn’t matter however stable you’re in the market, if you’re not ready
for the new trends, then you would lose the market share. Hence the company
needs to constantly update themselves according to the latest fashion trends, which
might seem a time taking task to do.

Established Brands

For some of the competitive fashion brands that are already established in
the market, it becomes nearly impossible for new brands like Bewakoof to
compete against them and win the market share. They have got such a loyal
database of customers that you have to follow them in order to stay in the
market.

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 Chapter – 4
Market Feasibility
4.1 Competitors of Bewakoof.com

Bewakoof faces direct competition from e-commerce portals such as:

• Myntra

Myntra is one of the largest fashion e-commerce stores in India that deals with a
wide range of fashion and lifestyle products for men, women, and kids. It sells
high-quality clothes, branded footwear, bags and backpacks, beauty and personal
care products, home and living accessories and more.
The parent organization of Myntra is Flipkart, which is one of the largest e-
commerce companies in India. Flipkart has been the parent company of Myntra
since 2014 when the e-commerce giant acquired Myntra for an estimated amount
close to Rs 2000 crore. The deal included both cash and stock.
Myntra has a wide range of fashion products from brands all across the world and
appeals to young and old Indians, with a special focus on Gen Y or the millennials
and Gen Z. With all of these Myntra can be aptly summed up as a one-stop-shop
for fashion in India.
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 • Snapdeal

Billed as India's largest online marketplace, Snapdeal has a wide assortment of

over 15 million products that are available for quick delivery in places around the
country. Founded in 2010, Snapdeal aims to create the most trustworthy and
frictionless e-commerce ecosystem that creates life-changing experiences for both
the sellers and the buyers of the country. Snapdeal has a product range of over 15
million that are divided neatly into 800+ categories from over 125,000 regional,
national, and international brands and retailers.
As the trend of online shopping has seen rapid growth, it made e-commerce
websites like Snapdeal as familiar as household names. Fast deliveries even to the
remote corners of the country, lightning deals, and exclusive offers and discounts
that make products available at never before prices to its customers are a few
things that have helped Snapdeal climb up the ladder of the e-commerce
ecosystem.

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 • Shein

Shein is a B2C fast fashion brand based out of China. The company focuses on
both men's and women's wear. Clothes for children, accessories, bags, shoes are
some other categories of apparel that Shein houses. The company primarily targets
the shoppers in America, Europe, and Middle Eastern countries along with the
consumer markets in other nations. Be it boho dresses, graphic tees, chic
swimwear, or patterned blouses, Shein has something for everyone.
Shein is widely popular with people of all ages, especially with Gen Z who likes
everything trendy. Almost every fashion vlogger/blogger has made a post or video
on Shein at some point in time. Why? It is simply because of the trendy and
affordable clothing that Shein offers its global users without letting them
compromise in terms of quality.

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 Chapter – 5
Product Feasibility
Bewakoof.com

Tagline Used by the company

Ho Bewakoof toh stay Bewakoof -- Never Change

5.1 Marketing Mix Of the product:

Product

The Company provides various fashion products for both men and women.
It includes:
• Clothing
• Bags
• Mobile covers
• Sandals
• Summer wear
• Winter wear etc.

Price

The company follows a pricing strategy which is affordable by most of the people.
The price of the T-shirts starts from Rs. 249 and goes up to Rs. 699.
Most of the items available on the site are less than Rs. 4000 which makes it quite
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budget friendly.

Place

Bewakoof is an online marketplace, so the customers make buying decisions after

interaction with the app or website. Every detail of each product is mentioned in a
structured catalogue which is easily accessible to the user. Once the customer
decides and pays online, an order is placed. The order processing starts and the
nearest warehouse to the customer is located, after which the product is packed and
dispatched to the customer via logistics. Customers can even opt to pay cash on
delivery.

Promotion

The promotional and advertising strategy in the Bewakoof marketing strategy is as

follows:
Bewakoof uses both traditional and digital media to promote itself in its
promotional activities in its marketing mix. From full page End of Reason Sale ads
in newspapers to celebrities promoting the app on their social media, it has
leveraged the traditional channels in a creative and effective way. Social media
platforms like Facebook, Instagram, Pinterest and Twitter play a very vital role in
Bewakoof’s promotion strategies. Apart from this, the company also keeps
launching various promotional offers regularly on its website. Customers are sent
promotional emails and notified through customized in-app notifications about the
exclusive offers they can avail on Bewakoof.

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5.2 Marketing Segmentation Of the product:

The process of defining and subdividing a large homogenous market into clearly
identifiable segments having similar needs, wants, or demand characteristics. The
four basic market segmentation-strategies of the company are based on:
• GEOGRAPHIC SEGMENTATION - CATERS to metro, TIER 1 and
TIER 2 cities.
• DEMOGRAPHIC SEGMENTATION - 75% of online users between the
age group of 16-24 years. Bewakoof targets mainly the youth of the
country.
• BEHAVIOURAL SEGMENTATION – Web friendly people.
• PSYCHOGRAPHIC SEGMENTATION – It concentrates on more
Psychographic, which helps in deciding where to display ads online .They
target online shoppers and people who don‘t online shop (thus TVC to
encourage them).

5.3 Services provided by Bewakoof:

Bewakoof is an online fashion brand that created distinctive fashion for modern
Indians. The company was started by 2 IITians in year 2012, Bewakoof brands,
designs, market and sells all the merchandise through its e-commerce platform.
The main aim of the brand is to provide its customers with quality clothes and
trendy funky styles. The fashion they deal in is called the distinctive fashion
because they have a different approach towards it, their clothes stand out from
others, and they cater to young college and school going students. The products
come with printed cartoon characters that reminds millennials of their own
childhood, or quotes which they pick from real-life conversations.

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 DELIVERY SERVICE
Bewakoof.com is an online fashion brand they accept orders through online
medium only, the brand claims that the product will be delivered to the selected
destination across India within one week from the date of order.
If in between a customer has to change the address of delivery the company do not
provide any option for that, the customer has to simply inform the Bewakoof about
the problem and they cancel the order, there is no option to change the address
after conformation of the order.

ORDER PLACING
Placing an order is really easy, you just have to select the merchandise and click on
buy, once the payment is approved customers are informed about the confirmation
of the order on the screen. Customers also receive the e-mails and SMS on their
registered contact about the confirmation of the order; they once receive the
information about the order after the merchandise is shipped from its original
location.

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 OFFERINGS
The ranges of clothes they offer to customers are very limited, for men they have
T-shirts, Shirts, Hoodies, Shorts, Joggers, and trousers. For women they offer T-
shirts, Hoodies, plain or graphic dresses, Joggers and Boxers.
The accessory department offers bag-packs, sliders, and gliders for men and
women both. Apart from the clothing and accessories they also sell printed mobile
phone covers.

CHAT BOX
The site is equipped with a chat box option, where you can have a real-time chat
with one of the customer service executives. The option is available when you
access the online portal from a desktop or laptop.

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 ORDER TRACKING
The site allows the customers to tract the order in real-time access, the computer
generated system automatically updates the check points about the arrival of the
package, and the information about the crossing of checkpoints is updated in the
server and presented to the customer in his mobile application or computer.

SIZE CHART
A proper size chart is provided in the website to select correctly fitting clothes, the
clothes are divided into categories according to common sizes (ES, S, L, XL,
XXL). The common sizes are properly explained so there will be no difficulty in
finding the correct size.

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 PAYMENT OPTIONS

Bewakoof.com allows the customers to pay using many options, almost all leading
mobile wallets are accessible, credit cards, debit cards, net banking and cash on
delivery is available. Merchant is providing many options to customers to pay
from; this increases the number of buyers as users of different payment method can
buy the product easily.

RETURN AND REFUND

Bewakoof.com has a return and refund policy valid for 15 days from the date of
purchase. The company checks the packing, if the packing is intact than they pick
up the product and refund is initiated within 1-2 days in bewakoof wallet.
In the locations where they can’t reach return procedure is different, customers
have to send the product back through speed post which takes 2-3 days ad then
refund starts.
They do not return boxers and shorts due to hygiene reasons.

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5.4 Market Targeting:

Bewakoof targets fashion conscious, medium income, young online shoppers.

Though Bewakoof is not very picky, its target audience is still primarily people
belonging to the age group of 16-24 years. This can include students, working
professionals or entrepreneurs who are more or less financially stable. The
secondary and tertiary target audience includes people from the age groups of 24-
34 and 34-50 respectively.

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 Chapter – 6
Financial Feasibility
6.1 Pricing Strategies:

Pricing strategies for the product are for total cost which includes customs services
and other expenses. Pricing strategies usually changes as the product passes
through its life cycle. The price should be set at moderate level in order to attract a
large number of buyers and to gain large market share.

Amount in Indian Rupees:

The minimum price of a T-shirt is Rs.249 and maximum is Rs.599.
The price of phone covers ranges from Rs. 249 to Rs. 299.
The price of winter wear goes up to Rs.2500.

6.2 Communication Strategies (Promotion):

FACEBOOK AND JUSTDIAL

In the initial days the company used two major platforms Just dial and Facebook to
market and promote their products initially. For Bewakoof Facebook has been one
of the most cost- effective and impactful marketing partners and has provided them
a truly holistic solution Facebook helped them in building their brand in the initial
days, boost sales, reach audience on a massive scale and engage them.
The effect was clearly seen and in less than a few months, their Facebook page got
engagement of more than 75 thousand users.

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 AFFILIATE MARKETING
To drive traffic to their official website marketing was done using the two most
famous Facebook pages. These pages kept the customers occupied for their
engagement the Facebook uses memes and trolls on their website.
1. “2 min Aaya Yaar Raste Mei Hoon” 2.” bewakoof.com”
The strength of the brand is their appealing and attractive trendy quotes that are
printed on different t-shirts and various products. It attracts the people in their first
appearance.

WHATSAPP
WhatsApp helps Bewakoof.com to trigger 15% of online sales.
The company wanted to launch its sales process through a mobile messenger
because it is most feasible mode to connect with the customers in a shorter period
of time. And for this they used WhatsApp because in the present day it is more
widely used by customers.
Bewakoof.com conceptualized an interesting idea, which is to launch its ordering
process on WhatsApp. It created a simple platform to wherein to shop for a
product, the person had to mention the product name, his/her name and address and
send a WhatsApp message to 7666655001, which is the official number for this
service.
The first instance was if the customer knows what he/she wants, they were simply
supposed to ping and tell Bewakoof about their requirement. This was a usual
matter of making online purchase.
Another instance that Bewakoof substantiated was that if by any chance internet’s
slow speed acts a hindrance for browsing the entire set of collection, then to retain
their prospective buyers, it was simply asked to ping Bewakoof. In response to
their desired product, they will send the images of what they have in store.
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Last but not the least, if any customer gets lured by any of the product(s) offered
by Bewakoof on its online portal, which his/her was already using, then the
aspiring customer could send them a picture of that product. By doing this,
Bewakoof will place the order on that buyer’s behalf.

YOUTUBE AND ADWORDS

Bewakoof brand began leveraging AdWords smart display campaigns and
YouTube’s True View for shopping ads.
They wanted to maximize their return on investment (ROI) while keeping
minimum costs and risks associated with adopting a new advertising platform.
They also want ways to keep cost per acquisition (CPA) as low as possible for each
new customer.
AdWords smart display campaigns gave Bewakoof brand powerful machine
learning capabilities that targeted only the most ideal and users that are likely to
convert. Whereas with True View Ads, the company will only have paid if a
customer clicks on or watched a video to completion.
These two pronged strategy allowed the business to create a cost effective display
that only going to target convertible users.
Bewakoof mostly chose True view for shopping campaigns to ensure their videos
Ads provided info about their offerings; this allowed them to bring customers that
much closer to purchase.
These Ads used Bewakoof existing merchant centre product data to generate
shopping cards, allowing them to display up to six shopping cards on a video Ad at
a time.
With the help pf True Ads, they saw a 4X ROI and a CPA 37 percent lower
compared to other video Ad platforms while reaching significantly more shoppers.
They also achieved a 13X ROI with smart display within 2 months of launch of
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campaign. Even with the help of Ad words their market share is also increased.

PARTNERSHIP WITH E-COMMERCE SITE

The company also promoted their products, through tie up with many top brand e-
commerce sites to sell their products including Snap deal, India times Shopping
and Seventy mm. Because these are the sites where more customers shop so they
can target more audience.

THE VIRAL EFFECT STRATEGY OF MARKETING FOR BEWAKOOF

In the starting they just started with the men collection but later own they launched
women collection, the products were good so word of mouth helped them a lot. If a
man likes a product line he tells it to 2 people, but if a lady likes a brand, she tells
to at least 20 people about it. They believed that the viral effect is much more in
case of women’s category.
They focus more on design and timely delivery, which are the proposition on to
grow viral. In case of men’s category, the traffic is very organic and they denied on
virility to grow, but in case of women they spend very less in marketing because it
is the word of mouth that works.

COLLEGE CAMPAIGNS
Apart from this, the company also created some extensive college campaigns
where students are supposed to spread bewakoofy around the college campus and
free tees provides them from the company, and even they send students five
Bewakoof posters and students need to put them up in their college and once done
they need to send the pic to Bewakoof and they will ship them free tee because the
product is directly related to millennial generation so this marketing strategy
directly target the potential customers and converted them into sales.
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 CAMPUS AMBASSADOR PROGRAM
For this students needs to publicize Bewakoof.com in college, both through online
and offline mediums. And act as a campus contact for Bewakoof.com team for this
they will get a Certificate of Appreciation and get a chance to get a job/internship
at Bewakoof.com if you prove your mettle.

PAYMENT POLICY
While buying from a new brand customer always think twice whether they are
going to get a good product or it is a fraud site for this thing they provided a
replacement policy which helps customers with ease of buying any item, they
provided COD, this allow buyers to see the product before making a purchase,
customers can open the box and check before accepting delivery. And even the
speed of delivery is very fast delivery is done within 3 days of the order.

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 Chapter – 7
Conclusion

Since its initiation, Bewakoof has grown from rags to riches. There are no doubts
about the brand having a strong social media strategy as compared to its fellow
competitors. The varied content and brilliant campaigns allow Bewakoof to gain a
social media presence other brands have not been able to. The recommendation
for this brand is that they should have more presence all over the country and
should start offline stores as well. Also bewakoof has now started approaching
Bollywood celebrities as brand ambassador who will be promoting the brand in a
series of digital videos. A few changes and they might as well be a leading brand.

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 References

• https://www.indiainfoline.com/article/news-leader-speak/prabhkiran-singh-co-
founderdirector-bewakoof-116020900508_1.html
• https://boagworld.com/digital-strategy/service-design/
• https://www.interaction-design.org/literature/topics/service-design
• http://www.authorstream.com/Presentation/joeljeshurun-1856155-bewakoof-
com-digitalmarketing-perspective/
• https://www.bewakoof.com/blog/google-case-study-on-bewakoof-brands
• https://dsim.in/blog/2015/04/25/bewakoof-com-trending-youth-life/
• https://www.digitalvidya.com/blog/whatsapp-helps-bewakoof-com-trigger-15-
online-sales/

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