Digital marketing efforts of Bigbasket. Com
(Source: Redseer.com)
Introduction to the company
Big Basket laid foundations in 2011.It is India's largest online grocery store company. The seed of the company sown by Mr. Hari Menon.Introduction to online grocery market in India.
(Source: https://static.toiimg.com/photo/imgsize-55724,msid-75426369/75426369.jpg)
22 comments:
Big basket case study
Yojan S
USN 2GI18MBA60
BigBasket decided to have a city specific marketing model as they were dealing based on cities and not nationally.
Some of the online marketing techniques used by BigBasket are :
1. E mail marketing
Big basket started with ' below the line model' in which the first step of email marketing
2 Their website played an important role in gaining a positive word of mouth for the company, the positive comments of customers on the website help the company on more customers. 45% of customers came through
reference
3. BigBasket naturally was the most search website for grocery thus the company gained 20 to 30 percent of customers through online searches
4. BigBasket being the modern grocery retailer offered finally price discounts on its website as it was an important promotion tool
5. Big basket focused on building a visually appealing website
6.The came up with a concept of segmenting customers on silver, gold and platinum this was done on the basis of customers repeat purchase velocity
Nitin Gahlot
USN: 2GI18MBA31
Digital marketing efforts of Big Basket are as follows:
1) They identified keywords such as grocery, grocery shopping online, order food online, etc and bought these keywords.
2) Most items such as pulses, grains, and rice are repeat orders for consumers, who find it tedious to exercise to visit and buy these mundane products, Bigbasket website was very handy; it provided the customer to re-buy their last order and also save the list of their mundane requirements.
3) Bigbasket also allied with Ezetap a mobile point of sale solution provider so that customers could pay through credit card, debit cards upon receipt of groceries. Thus offering the convenience of payment, when compared to the hassle of buying from a brick store was hectic.
4) The website was user friendly and customers had to register with their mobile number and Google map location and people who faced a problem with this, the company provided customer care call numbers to help them with the process.
5) The orders could be placed anytime that is 24hrs.
6) The provided the details of vegetables and fruits such as nutrition value, weight, picture of the grocery to avoid the notion of feeling the physical product.
7) Providing facilities such as money back for any leakage, damages grocery, late delivery.
8) The also provided timely promotional discounts and coupons and also accepted Sodexo coupons for payments.
Krupa Deshpande
2GI18MBA20
The digital marketing efforts by bigbasket.com were:
1. E mail marketing:
Big basket started with ' below the line model' in which the first step of email marketing
2 Their website played an important role in gaining a positive word of mouth for the company, the positive comments of customers on the website help the company on more customers. 45% of customers came through
reference
3. BigBasket naturally was the most search website for grocery thus the company gained 20 to 30 percent of customers through online searches
4. Big basket focused on building a visually appealing website
5.The came up with a concept of segmenting customers on silver, gold and platinum this was done on the basis of customers repeat purchase velocity
SANI PATIL
USN 2GI18MBA45
1. BigBasket added Bollywood actor Shah Rukh Khan as their brand ambassador, they also launched a high volume television, digital and print media campaign as well.
2. They regularly making changes in app because 70% of business comes from app.
3. Big baskets cleanly and cleverly making uses of search engines optimisation (SEM), they come up with many keywords to reach target customers and SEM helps to making boom in customers numbers I'm Google search
Keywords are online grocery shopping, grocery online, online grocery, grocery shopping online, big basket pune, online grocery store and dry fruit online. This means that whenever someone searches for these words online, BigBasket’s results are the first that pop up.
4. Bigbasket also taking help of digital marketing tools to advertise and aware people about what company has come up with new things. Instagram, Facebook, and YouTube are those tools they have huge subscribers followers.
5. organised social media marketing campaigns like ghar Lao big basket , detoxwithBB ,
6. The big things is they were thinking globally they come up with .com and it boom like fire but failed.
7.The website was also user-friendly, recognized by customers.53 Customers who were registering with BigBasket for the first time had to pin their addresses on Google Maps . Its helps to proper and fast delivery
8.they had developed software algorithms that sent triggers to the head of
operations when orders began to overshoot capacity so that more delivery vans could be arranged. For
using Global Positioning System (GPS) devices to track delivery vans
Nikhil Sapare
USN: 2GI18MBA29
Case study : bigbasket.com
Question: Explain digital marketing efforts of bigbasket.com
- they same Facebook pages to like and showcase ads of offers n discounts
- they have YouTube account to showcase working of bigbasket
- they have Instagram account
- they have mobile app to order n share information to customers
- they have there own web site
- news and notifications always come to apps and web site
- they analysis from Facebook like, comments and shares n following
- and through Instagram and tweeter account also
- analysis of compitetors
- they do ads on Google ads, tweeter and YouTube
- they do search engine optimization process
- they backlinks for their web site
- campaigns on seasons of festivals , birthdays etc.
Karan Nilajkar
2GI18MBA18
Bigbasket is the India's first online grossery retailer. It was founded in the year 2011 by five individuals, namely V.S. Sudhakar, Hari Menon, Vipul Parekh, V.S. Ramesh and Abhinay
Choudhary. They initially started with 3 cities Banglore, Hyderabad and Mumbai.
Digital marketing efforts of bigbasket
It is very diffucult them to chiose the target customer.
It is very diffucult to convince the people to buy online because we Indian's have a culture to touch see and buy.
Some of the customers purchase in a bulk like 2-3 weeks grocery at a time due to extra charge of delivery.
And for a one item they can not delivery it will loss to them so they put a restriction that to minimum order for free home delivery.
The perishability is also one challenge that they have to deliver on same day or next day.
They are having a huge computation by kirana store online grocery retailers and also by hybrid stores.
They face the complex nature of the supply chain
They have to kept the verieties of products.
They have to change the model according to City which makes logistic very diffucult.
Operation is very diffucult in online grocery stores they have to kept all rhe data and that to relevant.
Customer information helps bigbasket to manage the inventory.
They have made a real time analytics software.
They have use GPS to track theie vehicals dor that also they have developed a software.
They have done their Advertisment by local radio and news paper.
Search engine optimization is done for a particular keywords to ensure max number of traffic.
They have to do brand budding.
They have 170k likes on Facebook, 4k followers on instagram, 23k followers on Twitter and 1.5k subscribers on YouTube.
They have to take orders 24 hours.
They have to build a user friendly website.
VIJAYTA KALE
2GI18MBA57
*Big basket and business model:
BigBasket is an Indian online grocery and food products provider, founded in 2011. The company currently operates from Bangalore, Mumbai and Hyderabad and has a diverse portfolio that carries more than 12,000 products and over 1,000 brands
BigBasket has products of their own and allows other companies to showcase their product on the portal. With more than 40% of orders coming from their own brands and remaining on other brands. BigBasket operates at the margin of 35% on the sale of their own product and 25% on the sale of third party products.
DIGITAL MARKETING EFFORTS:
-It used social media marketing.
has a lot of followers on facebook, twitter, and other social media platforms.
-big basket has started email marketing.
-came up with prioritizing their customers: silver,gold,platinum. which was based on people who shop frequently and a lot of times.
-It uses a 360 marketing strategy:
A 360 marketing campaign focuses on communicating a consistent message through all the marketing mix elements. New products are launched or the old product brands are altered or extended to fit in the planned positioning strategy. The campaign includes an integrated promotional marketing.
-importance of brand ambassador:
BigBasket is purely internet based company, BigBasket chose biggest Bollywood star Shahrukh Khan as their brand ambassador. With series of Tv commercials and billboard advertising featuring Shahrukh Khan, BigBasket has become a popular name among online grocery buyers.
Jayatirtha Gumaste
2GI18MBA16
SEO:
BigBasket are best food brands online, organic fruit delivery, online supermarket, and best homecare products . This ensures that when someone searches for the said terms online, they are bound to encounter BigBasket’s website as one of the first results. This makes the website more accessible to the people looking to shop for the said products online, which is ultimately the group of people BigBasket wants most to reach out to.This made greatly boost BigBasket’s Digital Marketing Strategy.
Social Media Marketing:
Some social media campaigns they can carry out in order to further increase their following are #GharLeAoBigBasket on Facebook wherein the brand posts creatives with captions that would make their followers see in which situations exactly BigBasket could be of benefit to customers.
Competitors:
BigBasket’s main competitors are Grofers and Zopnow. Both BigBasket and Zopnow were founded in 2011, but Grofers is newer, founded in 2013. Both of BigBasket’s competitors are hyperlocal online markets whereas BigBasket keeps an inventory as well. BigBasket has a presence in 26 cities, whereas Grofers delivers at 25 cities, and Zopn.
Online Reputation Management:
BigBasket has the upper hand in the digital sphere, and Grofers isn’t close behind.
Complaints on Trusted Company and Mouth Shut could also be heeded in order to avoid giving off a negligent and nonchalant attitude.few online platforms that could be of use to BigBasket’s online reputation management (ORM) could be Trusted Company, Quora, Mouth Shut, Google Play Store and Yahoo Answers.
Influencer Marketing:
The biggest marketing strategy they introduced was to name Shah Rukh Khan as their brand ambassador and launch TV, media and digital marketing campaigns which were aimed at gaining popularity and visibility amongst the masses, as celebrities tend to be very influential in the Indian set up. Big Basket provides offers periodically to its most frequent customers, heavy shoppers and also cash back in their digital wallets.
Alliance with some tech companies:
BB allied with Asset trackr system for using GPS service.
And also with Ezetap for payment services.
Akshata Rane
2GI18MBA40
Educational institutions to comment on the alumni website about bigbasket's service and product , helped them in gaining more customers.
The customers were divided into categories ,based on their shopping habbits.
Their website was user friendly.
They organised campaigns.
They keep their App updated ,every now and then.
They ask big personality to share their experience with big basket.
Akshata N
2GI18MBA05
The Digital marketing efforts of Bigbasket. Com
* Bigbasket has an online grocery stores that warehouses goods and list them on their user friendly websites. Their customers place order online and bigbasket delivers the product to their home .
* Bigbasket puts efforts on selling best food brands online organic fruits, vegetables online .
* Bigbasket developed a business model which is assured " On time delivery " relied on a hub & spoke distributionodel for fast delivery.
* Bigbasket focused on " Below The Line" activities.
* It offered timely price promotion & discounts which were important promotional for modern retailers.
* It had a customer centric which is operated days a week, accepted order & deliver was made in 4 time slots.
* Customer registered with Bigbasket for first time had a pin their addresses on Google Maps. Customer care representative gives details to customer regarding money back polices .
* they use social media YouTube Facebook pages to showcase the offers and working of bigbasket.
Kusum shidling
USN 2GI18MBA21
[4/29, 9:14 AM] kusum: -BigBasket has effectively used unmatched customer service with large variety of products using constant innovation using technology
-When BigBasket started its operations, it adopted the ‘just-in-time model’ – wherein not only unpreserved good but every item was brought against an order.
-In other words, they were purchased-to-order. In this model, the delivery boy directly picks up the item from the retailer, and directly delivers it to the customer.
-
-Search Engine Optimisation
Search engine optimisation refers to the usage of particular keywords in order to ensure the maximum amount of traffic on a brand’s website. These keywords are those that have the highest search rates on Google from their target customers
-Social Media Marketing
in the space of only 7 years, has already learned this. They have 170k likes on Facebook, 4k followers on Instagram, 23k followers on Twitter and 1.5k subscribers on YouTube.
-A few online platforms that could be of use to BigBasket’s online reputation management (ORM) could be Trusted Company, Quora, Mouth Shut, Google Play Store and Yahoo Answers.
-These platforms help the customers share their reviews of BigBasket’s services and therefore spread the word
-Blogs and video marketing are a few examples of content that the brand could create to ensure that website visitors spend more time with BigBasket online
-BigBasket could conduct influencer campaigns in which it approaches influencers to post about their brand. For example, Being Momma, a middle-aged female influencer with a following of 57k, can give BigBasket’s reference when talking about health and baby products. Beer Biceps, a male bodybuilding influencer with 675k
-BigBasket has effectively used unmatched customer service with large variety of products using constant innovation using technology
-When BigBasket started its operations, it adopted the ‘just-in-time model’ – wherein not only unpreserved good but every item was brought against an order.
-In other words, they were purchased-to-order. In this model, the delivery boy directly picks up the item from the retailer, and directly delivers it to the customer.
Nivedita kadam
2GI18MBA32
BigBasket is based in Bengaluru and stocks over 18,000 products from over 1,000 brands. They are an online grocery store that warehouses goods and lists them on their user-friendly website. Their customers then place orders online and BigBasket then ships and delivers the products to their houses directly.
• What’s unique about BigBasket is that they allow customers to place minimum price orders as well as do some big budget grocery shopping.
• Some of the most popular keywords for BigBasket are online grocery shopping, grocery online, online grocery, grocery shopping online, big basket pune, online grocery store and dry fruit online.
• Brands bid on certain search terms to ensure that when users search these particular terms on the internet, the particular brand’s page pops up as one of the first results.
• This makes the website more accessible to the people looking to shop for the said products online, This would greatly boost BigBasket’s Digital Marketing Strategy.
Some social media campaigns they can carry out in order to further increase their following are:
On Facebook wherein the brand posts creatives with captions that would make their followers see in which situations exactly BigBasket could be of benefit to them.
Competitors:
• BigBasket’s main competitors are Grofers and Zopnow. Both BigBasket and Zopnow were founded in 2011, but Grofers is newer, founded in 2013. Both of BigBasket’s competitors are hyperlocal online markets whereas BigBasket keeps an inventory as well.
• On Instagram, again, BigBasket beats out its competitors by boasting of 1k followers more than Grofers. Zopnow has only 250 followers .
• BigBasket also has the highest engagement rate on this platform. When talking about Twitter, however, Grofers beats BigBasket by attracting 25k followers. Zopnow has 3k followers.
• On the basis of the above data, it is clear that at the moment, BigBasket has the upper hand in the digital sphere, and Grofers isn’t close behind.
Kanchan D
2GI18MBA17
1. Big basket is based in bengalore and stock over 18000 products from over 1000 brands.
2. Some of the suggested bid words for big basket are best food brands online, organic fruit delivery, online supermarket and best homecare products this would greatly boost big baskets digital marketing strategy.
3.even they have social media campaigns, were big basket can post health tips in the form of pictures of foods and help of food and helping their followers to achieve a better diet.
Rohan J Shanbhag
USN - 2GI18MBA42
1. With the help of digital marketing tools such as Facebook, Instagram, YouTube etc. They are advertising and making people aware about the company.
2. Order can be placed anytime.
3. They focused on building on visual website.
4. They came up with prioritising their customers through silver, gold and platinum which are based on people who shop frequently.
5. It is purely internet based company. They have chosen biggest Bollywood Star Shahrukh Khan as their brand ambassador.
Nikhil shivapujimath
2GI18MBA30
1)Grocery store shoppers circle the parking area competitively, only to get inside and bump trolleys in overcrowded aisles. They queue for an eternity at the checkout before struggling with overflowing bags as they journey home.
2) With the rise in Internet penetration by 2010-11, we realised a lot of people were buying online, and the medium was becoming mainstream. That’s when we decided it was probably a good time to go back to online grocery. We knew there was a market, but the silver lining is that now there is a market to grow. That was really the premise that got us started with BigBasket.
Varun Patil
2GI18MBA55
-Some of the most popular keywords for BigBasket are online grocery shopping, grocery online, online grocery, grocery shopping online, big basket pune, online grocery store and dry fruit online. This means that whenever someone searches for these terms online, BigBasket’s results are the first that pop up.
-Another social media campaign they can follow is #DetoxWithBB. This will mainly be carried out on Instagram, where BigBasket can post health tips in the form of pictures of detoxifying foods and helping their followers achieve a better diet.
2GI18MBA22
Big basket had a specific metro cities as there niche market they provide there services specifically.
They made advertisement on television with shah Rukh Khan promoting the goods
Visual display of website was concentrated with good graphics
Customers were divided on the basis of purchase history and frequency into categories.
They tried to convey the message that fruits & vegetables are organic and freshly picked from farms in all possible platforms of social media
Kaveri Y
2GI18MBA19
*Some of the most popular keywords for BigBasket. This means that whenever someone searches for these terms online, BigBasket’s results are the first that pop up.
*Some social media campaigns they can carry out in order to further increase their following are #GharLeAoBigBasket on Facebook wherein the brand posts creatives with captions that would make their followers see in which situations exactly BigBasket could be of benefit to them.
*A few online platforms that could be of use to BigBasket’s online reputation management (ORM) could be Trusted Company, Quora, Mouth Shut, Google Play Store and Yahoo Answers. These platforms help the customers share their reviews of BigBasket’s services and therefore spread the word!
*Blogs and video marketing are a few examples of content that the brand could create to ensure that website visitors spend more time with BigBasket online!
*BigBasket could conduct influencer campaigns in which it approaches influencers to post about their brand.
Subscribers, spread the word about BigBasket by collaborating with the brand on his YouTube channel.
*Bigbasket offering more payment options, including newer services that are becoming frequently popular on mobile.
Chaitrali Shahapurkar
2GI18MBA09
Digital marketing efforts taken by BigBasket are:
1) they used social media marketing such as Facebook, twitter, Instagram, YouTube to increase awareness and keep customers updated.
2) It adopted the ‘just-in-time model’ means they were purchased-to-order.
3)BigBasket also hired actor ‘Shah Rukh Khan’ as their brand ambassador and launched a high volume television, digital and print media campaign as well.
4) They also created their blog.
5) they also started below the line model in which the first step was of email marketing.
6) they also made use of google ads.
Prajakta Lagade
USN:2GI18MBA36
Big basket has a model called as city specific marketing model because they were dealing based on cities and not nationally.
Following are are the online marketing techniques used by BigBasket:
1.E mail marketing
2. They are focusing on visually appealing website
3. They also focused on regular change in their app to improvise
4. They also organised social media marketing campaigns like detoxwithBB etc.
5. They are using Bollywood actor to promote their services.
Vittal SB
2GI18MBA59
1. Big basket is based in bengalore and stock over 18000 products from over 1000 brands.
2. Some of the suggested bid words for big basket are best food brands online, organic fruit delivery, online supermarket and best homecare products this would greatly boost big baskets digital marketing strategy.
3.even they have social media campaigns, were big basket can post health tips in the form of pictures of foods and help of food and helping their followers to achieve a better diet.
Prajwal.B.G.
(2GI18MBA37)
1. BigBasket added Bollywood actor Shah Rukh Khan as their brand ambassador, they also launched a high volume television, digital and print media campaign as well.
2. They regularly making changes in app because 70% of business comes from app.
3. Big baskets cleanly and cleverly making uses of search engines optimisation (SEM), they come up with many keywords to reach target customers and SEM helps to making boom in customers numbers I'm Google search
Keywords are online grocery shopping, grocery online, online grocery, grocery shopping online, big basket pune, online grocery store and dry fruit online. This means that whenever someone searches for these words online, BigBasket’s results are the first that pop up.
4. Bigbasket also taking help of digital marketing tools to advertise and aware people about what company has come up with new things. Instagram, Facebook, and YouTube are those tools they have huge subscribers followers.
5. organised social media marketing campaigns like ghar Lao big basket , detoxwithBB ,
6. The big things is they were thinking globally they come up with .com and it boom like fire but failed.
7.The website was also user-friendly, recognized by customers.53 Customers who were registering with BigBasket for the first time had to pin their addresses on Google Maps . Its helps to proper and fast delivery
8.they had developed software algorithms that sent triggers to the head of
operations when orders began to overshoot capacity so that more delivery vans could be arranged. For
using Global Positioning System (GPS) devices to track delivery vans
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