Mr. Jaspal Chilka was a successful businessman. He succeeded in creating one of the greatest shoes brands in India. He started off very young (only when he was 19). He started off as a local shoe store employee whose job was to check the size of the customers’ feet and ask them for refreshments. After about a couple of years when the shoe store’s owner decided to migrate from India, the shoe store owner asked Chilka whether he would like to be in charge of the store, Mr. Chilka was more than happy to do the same and he made the store the most popular in the local vicinity within an year.
After saving up some money, Chilka decided to get into the manufacturing of the shoes and he partnered with a rich friend of his who was more than happy to be a part of the venture. They both made it bigger than they expected and at the age of 65, Mr. Chilka decided to retire and pass on his legacy to both his sons.
The sons thought that they were spending too much on the advertisement and they reduced the advertising budget to 0.5%. The brand suffered a lot due to this. The sales reduced to 40% of what it was in the previous year, due to low sales, they now had no money to spend on the Television advertisements. They only channels they could afford to put their advertisements on were local cable channels. One day, one of the sons read on a forum about email marketing India and decided to contact them. The email marketing company worked day and night on their project and returned the brand image back and the sales too. Now, email marketing is the company’s most favorite way of advertising and they spend lots of time and money on the same.