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360 Degrees Branding Case Study – www.zip.in

Overview:

Zip.in is an online Supermarket, based out of Hyderabad. Until recently, it was operational in Hyderabad only. But soon it will expand to other cities across the country. The website has over 8,000 listed products that includes categories like fruits, vegetables, frozen food, pet care, organic food, stationery, essentials and many more. The BETA website went live in November 2014, and the final website went live in December 2014. Then began the 360 Degrees Branding effort to take the brand ahead.

360 Degrees Branding

Challenges:

The first challenge was to strengthen the business segment. That’s because a significant percentage of people were either unaware, or skeptical about an option to shop for groceries online.

The second challenge was the fact that there were quite a few customers who were unhappy with the service & products that they received from competition. It was almost impossible to get them to try online grocery shopping again.

The next challenge was that Zip.in delivery was available in limited locations only.

Finally, we had to spread brand awareness, define its positioning, reach out to the right people, increase website traffic, focus on conversions, and make it all happen with limited budgets. Hence, a 360 Degrees Branding Strategy was formulated.

Target Audience:

We were talking to a huge range of audiences. But our primary audience is a working couple that lives separately. They realise the importance of having good and wholesome meals. However, as both husband and wife are working, it becomes difficult for them to buy groceries regularly.

The secondary audience is the single, corporate employees who are either lazy or don’t have time to buy groceries; thanks to their erratic and long shifts. They are our secondary audience because these would be small ticket size customers. And that’s because they would mostly survive on Maggi (of course, when it was being sold), canned juices, bread, butter, etc.

The tertiary audience is not direct consumers, but influencers. These could be teenagers who would help us spread the word to the decision makers – their parents. These also include retired senior citizens who would help us spread awareness and share the information with their children.

With this we were clear about “Whom” we wanted to talk to. But the question was “What” should we talk about? Once we were clear on our target audience, we decided to understand their pain. We began thinking like customers. We also did some backend research to know how the competition was treating customers. After putting all this together, we came up with a 360 Degrees Branding Strategy.
 

Communication Guidelines:

We were sure that our 360 Degrees Branding Strategy should comprise the following:

Our communication should be simple, and it should be easily understood both by a techie and a retired senior citizen.

Creativity is not the most important thing here. That’s because in a bid to be overtly creative, we didn’t want to move away from our objective of simplicity. Making sure that we take the message home.

The 360 Degrees Branding communication should establish the business line clearly. This is for those who don’t really know how it works.

The communication should work as a confirmation tool to those who are just at the fence. They want to try the option of online grocery buying, but are slightly doubtful.

The communication should make use of the competition analysis that we did. As the competition had captured a greater market share, it was important to understand how they have peeved the customers, and how we can give a believable assurance to these customers.

Also, it was important to make sure that the layout of the campaign was standardised, and that it stands out in a clutter of Newspaper ads, hoardings, online banners, etc. So, achieving high recall was imperative.

Finally, we wanted to make sure that the communication connects with the audiences. They should be able to visualise themselves as customers of www.zip.in. So, we did decide to keep it real too.

PS: Of course, the content was tweaked to suit various channels, but certain things were retained to establish connectivity. The idea was to benefit from integration. So, now we knew “how” our communication should be. But it was time to decide “What” our communication should be. And we came up with the following 360 Degrees Branding Strategy.

Print Campaign:

www.zip.in | 360 Degrees Branding | What's In a Name Creatives

www.zip.in | 360 Degrees Branding | What's In a Name Creatives

Brand Video: Produced by Namesake Productions

Radio Jingle: 

  

Digital Ads:

360 Degrees Branding | Case Study | What's In a Name Creatives | www.zip.in
Screen grab of Facebook Sponsored Stories Ads.

 

360 Degrees Branding | Case Study | What's In a Name Creatives | www.zip.in
Screen grab of a Re-marketing Ad.

360 Degrees Branding – Media Channels:

News Paper Ads – Times Of India, The Hindu

OOH – Hitec City, Gachibowli, Kukkatpally, Uppal, ECIL

Fliers – Somajiguda, Banjara Hills, Jubilee Hills, Madhapur, Hitec City, Kondapur, Gachibowli, etc.

Radio – Radio Mirchi

Search Engine Optimization (SEO) – On Page & Off Page Optimization, Directory Listing, Products Listing, Link Building, Goal Setting & more

Search Engine Marketing (SEM) – Google AdWords, Web Banners, Blog

Social Media Marketing (SMM) – Facebook, Twitter

YouTube Marketing – Video Content Production & Promotion

Retargeting – Google & Facebook Retargeting Ads

The Results – 360 Degrees Branding:

64.3% rise in website traffic.

38% increase in orders.

33% increase in average order ticket size (price)

19% decrease in bounce rate, indicating better traffic quality.

98% customer satisfaction ratings re-iterating that every branding effort needs to be teemed up with a good product or service.

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