BE Exclusive: JBL to thrive on targeted marketing, eyes 2x growth in CY19

Lifestyle brand JBL, which has a presence across music, fitness and sports will continue its focus on targeted marketing on the e-commerce platform like Amazon, Flipkart and the off-line retail stores like Croma and Reliance.  According to Sumit Chauhan, vice president, lifestyle audio, HARMAN India, JBL invests 30% of its marketing spend on brand ambassadors and 15%-20% on events. However, the lion’s share goes to the offline retail and e-commerce sites, wherein the brand diverts nearly 50% of its marketing spends. “Beyond this, we make use of traditional media like print very rarely like on occasions like Diwali or Ganesh Chaturthi and even then we focus on regional publishers.”