INDEX
1. ABOUT
2. 360 MARKETING STRATEGY
3. CONTENT TYPES & CAMPAIGNS
4. GOOGLE ADS
5. REMARKETING
6. SEO AUDIT
7. COMPETITIVE ANALYSIS
8. MOODBOARD
9. ASO
• CaratLane.com is one of India’s leading e-
commerce company founded in October 2008.
• It offers the largest collection of diamonds & diamond
jewelry in the country.
• One of the 20 hottest e-commerce sites in India.
• It also has multiple stores in various cities including
Delhi NCR, Mumbai, Chennai, Indore, Kolkata &
many more.
MITHUN SACHETI
(Founder & CEO)
MICRO-SITE
The microsite (7years.caratlane.com) featured informative statistics and nuggets
pertinent to women in India and a TwineSocialplugin that brought
together #WomenOfMettle posts from across Social Media.
PRINT MEDIA FEATURES
• Featured In Leading
Newspapers Including The
Hindu, Afternoon DC,
Economic Times.
• Also Featured In Top-selling
Magazines – Verve, Femina,
Vogue, Elle,etc.
BLOG
• Discover The Jewelry That Is
Perfect For You.
• How To Care For Your
Engagement Ring.
• Bracelet Trends That Are A
Rage This Year.
• 5 Ways To Incorporate
Ethnic Earrings Into Your
Everyday Style.
• Red Carpet Ready.
ONLINE FEATURES
• Yahoo News India
• Business Insider
• Economic Times
• Money Control
• YourStory
• Indiainfoline.com
• Business Standard
• Afternoon DC
• Indiaretailer.co
AWARDS & RECOGNITION
• eRetailer Of The Year Award (2017)
• Best E-Commerce Growing
Business 2017 Award
• Listed as one of the “Top 20 Hottest
E-Commerce Sites In India” in a
Data Quest/ Sapient Nitro Study.
KEYWORD RANKING
Ranks 1st Organically For These Keywords:
• Cocktail Rings Online
• 24 Carat Gold Ring Price
• Engagement Rings Online
• Bracelets For Men
• Buy Couple Bands Online
• Solitaire Pendants Designs
• Gold Earrings Designs
• Mangalsutra Designs
• Jhumka Earrings Gold
• Platinum Wedding Rings Price In India
SOURCE: MOZ.COM
Keywords Avg. Monthly Search Competition
Wedding Bands For Women 100-1k High
Halo Diamond Ring 10-100 High
Fashion Jewelry Stores 100-1k Medium
How To Clean Diamond At Home 10-100 Low
Sterling Silver Earrings Online 100-1k High
Buy Anniversary Gifts Online 10-100 High
Women’s Fashion Jewelry Online 10-100 High
Custom Pendants Online 10-100 High
Premium Corporate Gift Ideas 10-100 High
KEYWORD SUGGESTION
• Caratlane doesn’t turn up
for low search keywords
which could be worked on as
there can be an intent to buy
using these keywords.
• This in turn would enhance
sales.
KEYWORD SUGGESTION
Source: ranktrackr.com
FACTORS CARATLANE BLUESTONE BLUE NILE
1.6M followers 728k followers 1.8M followers
49.9k followers 11.1k followers 119k followers
3.9k followers 2.7k followers 18.6k followers
635 (videos) 1,751 subscribers 1,326 subscribers
491 followers 285 followers 97,380 followers
WEBSITERANK
GLOBAL: 40,489INDIA: 2,852
GLOBAL: 55,683INDIA: 4,387
GLOBAL: 20,313USA: 5,483
WEBSITELOADING SPEED
1.533 seconds 2.435 seconds 1.166 seconds
BOUNCE RATE 37.70% 40.10% 40.10%
DAILY PAGEVIEWS
4.48 4.31 4.26
AT A GLANCE
`SOURCE: ALEXA.COM
KEYWORD RANKING (ANDROID)
Ranks 1st for these keywords:
buy jewelry, best jewellery app, gemstone jewellery, online indian
jewelery
•Name : Kaira Kapoor
•Age: 26 years
•Marital Status: Unmarried
•Location: Mumbai
•Income: 60,000/- per month
(Works as the Head of Strategy at a Reputed
company)
She is an independent woman & loves shopping
online. Has a special love for diamond rings.
•Regularly reads fashion & lifestyle blogs.
•Active on Facebook & follows jewelry pages on
Instagram.
•Also follows jewelry magazines to stay updated.
•Name: Aahana Chenoy
•Age: 48 years
•Marital Status: Married
•Location: Delhi
•Income: 3L – 8L per month
(Owns a renowned Fashion Boutique)
Has a daughter in early 20s. Regularly visits & conducts
exhibitions. Keeps herself updated with the latest trends. Is a
frequent fashion magazine buyer.
Frequent Traveler.
She prefers buying jewelry in stores.
Always yearns to have exclusive jewelry.
Active on Facebook & Instagram.
•Name: Pooja Joshi
•Age: 29 years
•Marital Status: Newly Engaged
•Location: Bangalore
•Income: 75,000/- per month
(Chartered Accountant)
•Holds a high position at the company
•Has to travel for work
•Engaged to a well-educated rich family
•Follows blogs related to jewelry & has a keen interest in reading
jewelry magazines.
•Name: Arun Nair
•Age: 36 years
•Marital Status: Married
•Location: Chennai
•Income: 2.5L per month
(Financial Advisor)
•Makes all the major decisions in the house.
•Frequently shops online for his wife & loves to surprise her with
unusual gifts.
•His wife has a thing for gold. She especially loves to wear
different designs of pendants.
Arun makes sure to gift her a piece of jewelry every month.
How To
Festive Specific
Zodiac Specific
Collection Specific
Informative
Educative
Testimonial
Journey based
Creatives
Gifs
Videos
New Arrivals
Celebrity Post
Polls
Stories
Weekly Hashtags
Creatives
Gifs
Videos
Greetings
Offers/Sale
Contest
What’s Special
DIY’s
Creatives
Infographics
Videos
Latest Collection
Celebrity Trend
Fashion Trend
Jewelry Trend
Customer
Feedback
Employee
Feedback
Creatives
Gifs
Videos
Festive/Occasion
Anniversary
Offers
Campaigns
Surveys
Behind The
Scenes
Events
Testimonials
Journey
Celebration Post
Launch Post
Live Videos
Creatives
Infographics
Videos
Services
USP’s
Collaboration
Creatives
Video
Greeting Email
Follow-up Email Discount Voucher
Countdown Email
Regular Updates Regular Updates
Engagement Email
More Updates
Engagement Email
If OPENED
If NOT OPENED
Sale Update
7 types of Jewelry
to give the perfect touch to your
everyday office look
• Talk about the monotonous office look.
• Tips on how to style the jewelry.
• Images of gorgeous earring options.
Affordable rings to gift yourself!
(Because you don’t need a man to
get you a Diamond! )
#GirlBoss
• Embracing independent Women.
• Affordable ring options to buy.
• Link to the Website.
5 ways to give the perfect
ethnic touch to your western
fashion!
• Connect to the audience who loves the indo-western style.
• Showcase celeb photos.
• Some more tips on Fusion wear.
Hack the bridal look of your
favorite Bollywood celeb &
rock the Shadi Season!
• Talk about the Shaadi Season.
• Different style ideas to dress up.
• Tips to match the perfect jewelry with the outfit.
Know which earrings suits you best
based on your face-cut!
• Talk about the confusion audience have while
selecting the jewelry.
• Talk about the different face-cuts.
• Inform how to match the jewelry with a particular
face-cut.
• Supporting the content with images.
AASHNA SHROFF
Instagram: 421k Followers
YouTube: 88k Subscribers
INFLUENCER 1
• Talks about Beauty & Lifestyle.
• Loves everything related to Fashion &
Styling.
• Loves experimenting.
Commercials:
What We Want Them To Do: An Instagram Post
Wearing Our Collection.
MITALI &
SUMMIYYA
Instagram: 133k Followers
Blog: houseofmisu.wordpress.com
INFLUENCER 2
• Talks about Fashion/Lifestyle/
Beauty/Food/Travel
• Greatest loves- Fashion & Beauty.
• Blogs about diamond jewelry more.
Commercials: 20k – 30k per post
What We Want Them To Do: A Video Post
Unveiling The Latest Collection At Our Store.
SHEREEN
Instagram: 421k Followers
Founder Of “loveandotherbugs”
• Fashion & Travel Blogger.
• Loves travelling & exploring fashion.
• Also loves wearing & talking about Indian
clothes & jewellery.
INFLUENCER 3
Commercials:
What We Want Them To Do: A Video Post & A
Blog Post.
INFLUENCER 4
Instagram: 238k Followers
YouTube: 894K Subscribers
Website: popxo.com
• A digital platform only for GIRLS.
• Creates engaging content relating to
Fashion/Lifestyle/Beauty/ Relationships in
the form of articles & videos.
What We Want Them To Do: An Engaging
Video Showing How To Style Our Jewelleries
For Different Occasion.
INFLUENCER 5
Instagram: 62.5k Followers
YouTube: 1M Subscribers.
Website: glamrs.com
India’s largest & most advanced digital video
destination for Beauty, Style, Fitness, Nutrition
& Food.
What We Want Them To Do: An Engaging Video
Showing How To Style Our Jewelleries For Different
Occasion.
Let’s Say For Weddings/Festivals .
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