Q.1 Asif Rahman's journey in the carpet industry started in 1988. After graduating from Calcutta University, Asif started working at a rug store outside Kolkata's Park Street. Soon, he was promoted to the post of a sales executive in the place. He gained in-depth knowledge about carpets from colours, budgets, how to procure raw materials and maintain backend stock, market needs, and much more. Asif also worked as Director of Operations (South East Asia) with Tai Ping, a Hong Kong-based carpet manufacturing company. But, he realized he wanted to dive into entrepreneurship.

In 2011, he launched Insigne Carpets with a primary investment of Rs 35 lakh amassed from personal savings. The Gurugram-based luxury brand is an end-to-end carpet solutions provider that offers consultation, manufacturing, installation of carpets and other facilities. The company has an impressive line up of clientele. Insigne Carpets has designed and created carpets for luxury projects like La Samaritaine (Paris), The Pierre (New York), Wynn Casino (Las Vegas), Salalah International Airport (Oman), among many others. In 2020 the firm planned to attract global B2B clients by pursuing inbound marketing strategy.

a. Develop a comprehensive plan to operationalize the inbound marketing strategy for the company by focusing on appropriate digital media and content.

b. Explain how the firm can use Paid, Owned and Earned media to reach the target audience and enhance customer acquisition.