Digital and Offline Marketing and Sales
- Website, SEO, Social Media, Email, Online & Offline Sales
HelpUsGreen
The Challenge
For a product like Incense which is usually associated only with religious practices and the market dominated by giants like ITC, Cycle, Zed Black etc.; we faced a steep challenge of capturing the right positioning with constraints like:
1. Zero marketing budget
2. Incense is considered as an inexpensive and unhealthy product mostly used for religious purposes
3. Limited resources in terms of manpower, production scale and product variety.
The Work
The gaps identified that make Phool a unique brand included:
1. Website:
Creating a luxurious site which also conveys the social, environmental and technology aspects of HelpUsGreen
With the following key steps:
a) Competition Analysis - Key digital media gaps identified for respective market segments; targeting and positioning wih precision.
b) Project Management - Managing a team of designers, web developers, content writers and marketers in order to develop high quality content. With key focus on UI, UX Design, Visual Appeal, Photography, Content and Copy-writing.
c) SEO Strategy Creation - Keyword Analysis, Backlinking, Visibility, competition analysis, paid platforms and partnerships.
2. Social Media:
An online presence beyond e-commerce in order to create an emotional quotient(EQ) with consumers was created using social media. Phool with its high-quality organic products coupled with social and environmental benefits created its space in the consumer lifestyle. Further presented with a unique design language; it created a unique brand identity and EQ.
3. E-commerce:
A deep-rooted relationship-based model offering exclusive partnerships with Amazon, Better India, Qtrove etc.
4. Analytics and Remarketing
All digital platforms were studied with analytics at the heart of decision making. Tools used included Facebook Ads, Google Analytics, Shopify, Keywords Everywhere, Buffer, SEM Rush etc.
The Outcome
Marketing leading to Sales
1. Online Sales: Within the first 3 months of launch, doubled the sales target and became one of the fastest selling product in the Home Decor category at Amazon.
2. Offline Sales: Set up retailership and distribution channels across India.
3. New Markets: Apart from consumer marketing, we were able to tap into 2 other unique markets with immense markets:
a) Corporate Gifting
An organic ethnic giftpack with a great emotional quotient attached to it, served as a perfect corporate gifting product. Gaining clients like Novotel, Trident, Tata, Canpack etc. in the process.
b) Weddings
Became the pioneers for reducing flower wastes at weddings across India helping to mark our stamp at the zero wastage wedding market segment.
