Source: Adage India
Droom, the online marketplace for pre-owned automobiles has earmarked Rs 400 crore as marketing budget allocation over a period of 12 months. Droom wants to expand its reach in the online pre-owned automobile marketplace. The budget would be spent on digital marketing, television, print, outdoor and activation. Out of this marketing budget, Rs 150 crore has been allocated towards digital marketing with a focus on performance based digital marketing.
Also, additional budget would be allocated for promotions and CSR. There has been an increased focus on running precisely targeted television campaigns with more thrust towards advertising on Hindi channels. Furthermore, Droom will have a synchronised approach wherein TV and online media campaigns would run parallel to each other.
Sandeep Aggarwal, founder and CEO, Droom states that “By increasing our marketing budget, we believe Droom can achieve its net revenue target of `275 crore for 2018 by expanding its reach”.