A Full-Funnel Growth Architecture For Cocuze - India's Premium Conscious Luxury Home Decor Brand. From Brand Positioning To Paid Performance To WhatsApp Retention.
Before a single rupee goes into ads, the brand voice, website clarity, and positioning must be airtight. Cocuze is not Meesho. It is not MeMarki. It is the brand that makes you feel something before you even open the box.
Every touchpoint is intentional. Awareness to advocacy, mapped across Meta, Google, and WhatsApp.
All fields are editable. Numbers pre-loaded from the updated media plan. Projections recalculate live on change.
| Channel | Creative | PV / SV | Reach % | Target Reach | Freq | Budget (Rs) | Impressions | Clicks | CTR | CPC / CPM | Orders | Conv % | AOV (Rs) | Revenue (Rs) | ROAS | CPA (Rs) |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Google Search | - | - | - | - | - | |||||||||||
| Meta (FB+IG) | - | - | - | - | - | - | - | |||||||||
| Total | - | - | - | - | - | - | - | - | - | - | - | - | - | - | - | - |
| Channel | Budget (Rs) | PV / SV | Reach % | Target Reach | Freq | Impressions | Clicks | CTR | CPC / CPM | Conv % | AOV (Rs) | Orders | Revenue (Rs) | ROAS | CPA (Rs) |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Google Search | - | - | - | - | - | - | - | - | |||||||
| Meta (FB+IG) | - | - | - | - | - | - | - | ||||||||
| Combined | - | - | - | - | - | - | - | - | - | - | - | - | - | - | - |
| Channel | Budget (Rs) | PV / SV | Reach % | Target Reach | Freq | Impressions | Clicks | CTR | CPC / CPM | Conv % | AOV (Rs) | Orders | Revenue (Rs) | ROAS | CPA (Rs) |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Google Search | - | - | - | - | - | - | - | - | |||||||
| Meta (FB+IG) | - | - | - | - | - | - | - | ||||||||
| Combined | - | - | - | - | - | - | - | - | - | - | - | - | - | - | - |
| Channel / Metric | M1 | M2 | M3 | M4 | M5 | M6 | M7 | M8 | M9 | Total |
|---|---|---|---|---|---|---|---|---|---|---|
| Google Ad Spend | 1,00,000 | 1,00,000 | 1,00,000 | 1,20,000 | 1,20,000 | 1,20,000 | 1,50,000 | 1,50,000 | 1,50,000 | 11,10,000 |
| Meta Ad Spend | 1,00,000 | 1,20,000 | 1,40,000 | 1,50,000 | 1,50,000 | 1,50,000 | 1,80,000 | 1,80,000 | 1,80,000 | 13,50,000 |
| Total Ad Spend | 2,00,000 | 2,20,000 | 2,40,000 | 2,70,000 | 2,70,000 | 2,70,000 | 3,30,000 | 3,30,000 | 3,30,000 | 24,60,000 |
| Order Prediction | 25 | 32 | 38 | 50 | 58 | 70 | 85 | 85 | 85 | 528 |
| AOV (Rs) | 5,500 | 5,500 | 5,500 | 6,500 | 6,500 | 6,500 | 7,500 | 7,500 | 7,500 | - |
| Revenue (Rs) | 1,37,500 | 1,76,000 | 2,09,000 | 3,25,000 | 3,77,000 | 4,55,000 | 6,37,500 | 6,37,500 | 6,37,500 | 39,60,000 |
| ROAS | 0.69x | 0.80x | 0.87x | 1.20x | 1.40x | 1.69x | 1.93x | 1.93x | 1.93x | 1.61x |
High-intent search terms mapped to Cocuze categories. Bids in Rs/click (estimated India market).
The hook determines whether someone stops scrolling. For a premium conscious luxury brand, the hook must evoke feeling - not urgency, not price.
Paid ads bring buyers once. WhatsApp retention brings them back. The cohort system turns one-time purchasers into a Cocuze community.
Phase-wise growth - from foundation to flywheel. Each phase unlocks the next. Spend scales only when signals are clean.
Instagram for Cocuze is not a sales channel. It is a mood board, a gallery, a cultural institution for people who care deeply about how their home feels.
A hybrid retainer structured across two phases. The first quarter runs at a higher fixed rate covering all setup and build work. From Month 4 onward, each channel moves to a reduced fixed monthly fee, and a revenue share percentage activates on total campaign revenue generated. Simple, transparent, and aligned with growth.
| Service | Description | Category Price | Included Price | Priority | Frequency |
|---|---|---|---|---|---|
| Brand Story | To connect with the founder and its vision, this makes the entire base for the work. | 24,000 | Core | One Time | |
| Information Architecture | Sections, information, terms, content flow on the website. | 18,000 | Core | One Time | |
| Tone of Voice | How competitors present themselves and where Cocuze plans to stand in the market. | 5,000 | Core | One Time |
| Service | Description | Category Price | Included Price | Priority | Frequency |
|---|---|---|---|---|---|
| Premium Shopify Theme License | Prestige, Symmetry, or Reformation - ideal for luxury home decor. Passed through at cost. | As per actuals | Core | One Time | |
| Theme Installation and Configuration | Full setup: sections, fonts, colors, navigation, homepage blocks aligned to Cocuze brand. | 18,000 | Core | One Time | |
| Content and Product Migration | Transfer all products, collections, pages, blog posts to new theme with proper formatting. | 10,000 | Core | One Time |
| Service | Description | Category Price | Included Price | Priority | Frequency |
|---|---|---|---|---|---|
| Homepage Redesign | Custom layout with luxury editorial feel - hero, story block, featured collections, founder section. | 22,000 | Recommended | One Time | |
| Product Page Redesign | Rich PDPs with better image layout, artisan story, and provenance callouts. | 14,000 | Recommended | One Time | |
| Typography and Color System | Refined font pairing (serif + sans), spacing system, consistent color variables across site. | 8,000 | Recommended | One Time | |
| Logo and Favicon Optimisation | Prepare logo files (SVG/PNG) and implement retina-ready favicon. | 4,000 | Optional | One Time |
| Service | Description | Category Price | Included Price | Priority | Frequency |
|---|---|---|---|---|---|
| Page Speed Optimisation | Image compression, lazy loading, deferred scripts. Target: 80+ mobile PageSpeed score. | 12,000 | Recommended | One Time | |
| On-Page SEO Setup | Meta titles, descriptions, canonical URLs, structured data (Product schema) for all key pages. | 30,000 | Recommended | One Time | |
| Sitemap and Robots.txt Setup | Submit sitemap to Google Search Console; configure crawl rules. | 3,000 | Recommended | One Time |
| Service | Description | Category Price | Included Price | Priority | Frequency |
|---|---|---|---|---|---|
| Search and Filter Upgrade | Smart collection filters (material, price, occasion) and predictive search. | 9,000 | Recommended | One Time | |
| Cart and Checkout Optimisation | Sticky add-to-cart, upsell block, and trust badges at checkout. | 8,000 | Optional | One Time | |
| Gift Note and Gift Wrapping | At-checkout gift message and wrapping toggle - key for gifting collections. | 6,000 | Recommended | One Time | |
| Multi-Currency for International | Auto-detect currency for US/UK/UAE visitors. | 5,000 | Recommended | One Time |
| Service | Description | Category Price | Included Price | Priority | Frequency |
|---|---|---|---|---|---|
| About / Our Story Page Design | Full-width immersive page - founder narrative, permaculture philosophy, brand ethos. | 12,000 | Recommended | One Time | |
| The Studio Services Page | Services layout: interior design, Alimento, and education with imagery and CTAs. | 10,000 | Recommended | One Time | |
| Lookbook / Editorial Collection Page | Gallery-style editorial page for seasonal or curated drops. | 9,000 | Optional | One Time | |
| Blog Template Redesign | Refined blog layout with featured image, reading time, and related products sidebar. | 7,000 | Optional | One Time |
| Service | Description | Category Price | Included Price | Priority | Frequency |
|---|---|---|---|---|---|
| Email Marketing Integration | Connect Klaviyo or Mailchimp - welcome, cart abandonment, post-purchase flows. Tool cost separate. | 8,000 | Recommended | One Time | |
| WhatsApp Chat Button | Direct WhatsApp connect - important for concierge and gifting clientele. | 4,000 | Recommended | Complementary | |
| Product Reviews Setup | Judge.me or Loox - display testimonials as verified reviews. Free tier available. | 4,000 | Recommended | Complementary | |
| GA4 Setup | Google Analytics 4 for tracking and remarketing. | 5,000 | Recommended | Complementary |
| Service | Description | Category Price | Included Price | Priority | Frequency |
|---|---|---|---|---|---|
| Marketing Creatives | Tentative depending upon the number of creatives. | 30,000 | Recommended | Recurring | |
| Social Media - Instagram | Full Instagram content strategy and execution. | 60,000 | Recommended | Recurring | |
| Brand Publications | 5 Articles per month in Business Websites - helps in SEO and AI Ranking. | 10,000 | Recommended | Recurring | |
| SEO Content Optimisation | Ongoing SEO content activities based on actuals. | - | Recommended | Recurring (actuals) |