Fortune Institute of International Business, New Delhi

Post-graduate Diploma in Management (PGDM) Programme

Subject- Social Media MarketingBatch – PGDM 2014-2016 Term – (V)

Assignment - I

About Grofers

Grofers is a recent start-up in the India retail e-commerce industry. The company offers an app that connects customers to stores around them, whereby they can order their everyday grocery requirements and have them delivered at the doorstep. The Grofers app offers a wide selection of products, across categories such as Grocery, Bakery, Fresh Produce, Pet Shop and even electronics. Customers can choose a delivery within 90 minutes of their order or choose a pre-set delivery time for their order. Grofers was founded in December 2013 by Albinder Dhindsa and Saurabh Kumar. It was one of the first-of-its-kind online groceries ordering system, based in Gurgaon, India. Today, Grofers is present in 27 Indian cities, expanding rapidly and is valued at $115million.

The Grofers Story

In 2013, most of Delhi was queuing at the cash counters of local stores or the kirana shops at the end of a hectic work day. When the store did not have what the customer wanted, it was yet another source of frustration for him. It was a time when the Indian retail industry was at its peak, yet was not fully organised. The efficient logistics that ensured merchants from stocking their shelves fully to the satisfaction of the customer was missing.  It was into this space that Grofers first stepped into.

Starting as the delivery backend for local merchants, Grofers first established trust with the 100+ stores that they supplied to. After a year of delivery operations, the company ventured into the B2C space and launched the app. Currently, Grofers has tied up with 300 vendors and offers more than 20,000 products.

Grofers is an on-demand delivery service that connects consumers with local merchants in the neighbourhood. Grofers offers a wide assortment of groceries, bakery items, fresh fruits & vegetables, personal care and baby care products, pet care items, electronic accessories and much more. Users can order through the app and get everything delivered to their doorstep with promised delivery in 90 minutes

Grofers was founded on December 27, 2013 by two IIT Graduates Saurabh Kumar and Albinder Dhindsa

Grofers started its operations with Delhi NCR and currently operates in a total of 10 cities: Ahmedabad, Bengaluru, Chennai, Delhi NCR, Hyderabad, Jaipur, Kolkata, Lucknow, Mumbai, and Pune.

Grofers has raised $45.5 Million after 3 rounds of funding:

1. Seed Funding: $0.5 Million from Deepinder Goyal, Founder ofZomato, andSequoia Capital in September 20142. Series A: $10 Million was closed in February 2015 bySequoia Capitaland Tiger Global3. Series B: $35 Million was announced in April 2015 bySequoia Capitaland Tiger Global

Grofers acquired a Delhi NCR based grocery delivery mobile app, My Green Box, for an undisclosed amount. A 15 member team along with Varun Khurana (Founder – My Green Box) joined Grofers with Varun Khurana as the CTO.

Objectives

1. To establish customer base and provide a higher quality and reliable service.2. To make individuals get used to the service through lot of promotions and 90 minutes guaranteed delivery of

products.3. To become the delivery service of choice for local customers and merchants & enable shoppers to order

everything from groceries to stationery items from smartphones.4. To expand their operation by adding more categories and serving more cities.5. To ease the shopping experience for individuals.

Implementation

Grofers knows its customers well and strives hard to reach them through social media.Grofers uses the power of Facebook & Twitter to reach potential audience.Grofers has developed their app which is slick and easy to use and promotes it on Facebook and Twitter. Grofers has launched many campaigns on twitter and facebook giving exciting offers to their customers and inducing them to avail the offer by simply downloading the app.Grofers offers Flat 20% discount to new users to attract more leads.

They Got It – Digitally too!

For a company that took just 10 days to launch its operations in 17 cities, brand presence is vital to keep in line with the quick expansion route, especially in the digital space it operates in. Grofers is probably one of the few companies in the online-grocery-ordering sector that has resorted to a broad spectrum means of advertising, digital channels across India and television/ billboards in Tier 1 cities. The television advertisement of the tired working woman, whose day is saved by the Grofers app – ‘We Get it’, has made its way into the minds of customers

The ‘We Get it’ campaign has been transformed across the digital space too; ‘Rock/Paper/ Scissors – We get it’ goes the eye-catching Facebook post, with the visuals of a pumice stone, tissue paper and scissors! Grofers follows a key dictum in digital advertising – being visually savvy, winning half the battle right there. The Grofers facebook page that has around 60,000 people ‘liking’ it, has a series of the ‘We Get it’ campaign posts interspersed with enticing

promotions. With constant promotions, the Grofers Facebook page tries to engage customers to the maximum; the

‘T20 Snacks store’ during cricket matches is one example.

Active on Instagram and Twitter too, the persistent ‘We Get It’ campaign on Twitter ensures not just engagement of the customer, but also quick impromptu conversions. The visuals of a snack or a daily need triggers an instant need for the product in the customer, who will eventually use the Grofers app to order them.

Grofers has realised that while winning a customer is important, retaining him is more important. Grofers rewards customers who have tweeted something related to the brand; a tweet with the customer’s kid holding a Grofers bag wins a surprise sent to his mobile. The Grofers Facebook page and twitter handle throw out delicious looking recipes from its blog posts, on a regular basis; more reason to order something you need for the recipe! The customer almost always gets something from Grofers. Excess Grofers delivery bags stuck at your place? Grofers twitters you and also notifies you on its app about its scheme on taking back the bags for an offer. Mumbaikars got a free umbrella for every order above Rs.500/- under the Grofers twitter #MumbaiRains #GroferIt #Free campaign in June.

Recently, Grofers also entered the electronics delivery channel with phone chargers and similar accessories. The latest tweet from Grofers announced an end to queues for the iPhone 6s, with their midnight delivery guaranteed on launch day. The company was thoughtful enough to include a FAQs page with the tweet detailing the system of delivery.

All digital channels that Grofers is present on are monitored meticulously. Any feedback or query from customers is taken care of with an immediate response on Facebook or Twitter.

It is a win-win situation for two parties in the Grofers story. While it is a happy customer with more choices and time on his hand, it is also a rosy story for the merchant. The Grofers app ensures the stock keeps moving with constant promotions, while Grofers also helps the merchants in their supply from manufacturers and distributors. It’s no surprise that the Grofers app has more than 7 lakh downloads, paving the way for a sure fire success story!

Grofers started a campaign on Twitter and Facebook offering 30% off to their customers which would eventually bring them new customers and more conversions from existing ones.

In spite of so many shopping app available these days and many even promising a guaranteed same day delivery. Grofers seems to be pushing the limit by promising the delivery within 90 minutes of placing the order and good discount percentage. This strategy gives them an edge over the existing companies.

Another campaign by Grofers offering free umbrella with every order over Rs 500. This campaign went well and bought them unexpected sales.

Grofers not only strives hard to build a quality user base but also encourages their customers to come forward and help them grow. They welcome unique ideas and also awards the participants. This helps them creating good awareness and ensures customer engagements.

Here’s one campaign initiated by Grofers which brought a great response.

 Radio ad created by one of the participants.

Grofers initiated a hastag with Oyo rooms #AFewClicksAway

Asking people to tweet about the one thing they want to be a few click  away and the top 10 creative answers were awarded with prizes worth Rs. 2,000/-. This trending hastag bought them amazing response and great number of organic engagements.

Results Achieved 

Grofers is growing fast with an increase in number of customers and good engagement rate on social sites. Grofers now is valued at $115 million and increasing. Grofers is now planning to add more categories, products, retailers and accessories which would eventually bring them more customers. Grofers knows its audience and it has used the right approach to engage with them through their marketing strategies. It has been constantly evolving around user experience.

Grofers finally decided to broadcast an ad on social media platforms and traditional platforms with the core objective of reaching out to a mass audience and to step in the world of entertainment advertisements.

Here I have analyze the performance of Grofers Facebook Page performance, below are the screenshots of the analysis.

Source: http://likealyzer.com/facebook/grofers

Below is the performance of Twitter Page of Grofers.

Source : http://www.twitalyzer.com/5/profile.asp?u=grofers&time=10&data=1412&pages=32

Grofers is not yet having account on Pinterest.

Below is the performance of Grofers YouTube Page.

Source: https://channelmeter.com/channels/XJrePNiEOdDYXyCkPnXeZA

Here is the Analysis of Instagram page of Grofers.

Source: https://minter.io/#/reports/56a0b3fc421aa9477c118e53?unit=day&date_from=2015-12-22&to_date=2016-01-21&soft

The debut campaign consists of a series of four films, a central brand ad of 45 seconds and three additional creatives of 30 seconds each.

The initiative is targetted at the office going couples who would love the idea of coming back to a well-stocked home. Grofers tried offering them solutions that reduced the amount of their time spent on doing household chores, while balancing strenuous work and personal life. The 45-second digital film ends with the woman giving up on ‘What she wants’ and Grofers steps in offering her ‘What she needs.’

Cherry results

They carried out an electric and acoustic engagement on their Twitter handle by hosting a #MobileMania contest at almost the same time. It also uses a humour appeal to build a connection with the viewers and also emphasised on the service features of the brand.

Grofers kept posting pictures on their Facebook and Twitter handle. Although, the campaign was conceptualised well, it could’ve performed great with a little push on social networking platforms. According to Topsy, 368 tweets around #WeGetIt, however, a lot of them were generic and not associated with the campaign.

The video content proved to work well for Grofers with more than 5 Lakh views on YouTube however, the social media footprint could have been much larger.