Digital Way Forward Plan

E- Commerce Market Analysis• Internet, Mobile and E-Commerce • Online Grocery

Internet, Mobile, Ecommerce Analysis

E-commerce in India grew by 27% in 2014 to reach $3.8 Billion and is expected to reach $8.5 Billion by 2016( 63%CAGR)

India boasts 232 Million Internet Users making it the 3rd Largest Market

Top Country in New Internet User Adds Per Year(+63M in 2014, +37% Y/Y)

Mobile is 41% of total Indian Ecommerce

Mobile is 65% of total internet traffic in India

E- Commerce in India is growing at a breathtaking speed

Retail Sector/ Online Grocery Analysis

Online Grocery Market estimated to be less than $100M in 2014 is expected to grow by 25-

30% to cross $20B by 2020- IDGCurrent India Retail Market is $925 Billion that grew by 5.8% in 2010-2014 is set to reach $1.3 Trillion by 2020- AT Kerney

69% of Retail Industry is Food and Grocery

Retail industry of India is amongst the top 5 of the world and Online Grocery Market is expected to grow at a decisive pace in the current future

Target Audience• Age• Gender • Demographics• Purchasing Power

Online Grocery Shopper: Age Group

Source: Nielson

Age Group 20-40 Female/MaleUrban India

Target Audience Categorization

Source: Micheal Dempsie

Women(30- 35) Students (20- 25)

Digital Analysis• Social • Website • App• SEO • SEM

Social Platforms Competitive Analysis

Brands Facebook Likes

People Talking About

Engagement Rate Post Frequency Content Twitter

Followers Tweets

Grofers 9003 858 9.5 0-1 Per Day New Launches, Deals 2356 2836

Localbanya 100855 1027 1.01 2-3 Per Day Deals, Contemporary, Events, Contest, Quirky, Sports, Tips 1969 11300

PepperTap 20735 1875 9.04 2-3 Per DayQuirky, Deals, Product, Recipe,

Tips, Events, Imp Days, Contemporary

523 746

Zop Now 14284 223 1.56 10 -12 Per Month Product, Deals, Quotes, Recipe, Imp Days, 382 666

Zooper 13979 1773 12.68 5-6 Per Day Imp Days, Contests, Products, Brand, News, Quirky, Sports, 3678 1849

BigBasket 71872 1249 1.73 2-3 Per Day Contemporary, Feedback. Tips, Contests, Quirky, 1917 3595

One Kirana 19641 27 0.13 10- 15 Per Month Deals, Products, Recipes, Imp Days, Brand 5,179 9

Grofers is subdued on Facebook, but establishes healthy interaction on Twitter

Website Competitive Analysis

Websites Global Ranking Indian Ranking Bounce Rate Search Visit % Total Sites

Linking In

grofers.com 16178 1185 15.50% 10.9 91

localbanya.com 19784 1664 34.60% 19.7 157peppertap.com 40185 3188 10.60% 16 53

zopnow.com 19809 1516 32.80% 26.4 173zopper.com 47692 4431 58.4% 31.6 409

bigbasket.com 4607 310 20.9% 19.5 504onekirana.com 139070 14920 44.1% 39.2 30

Grofers.com is the second best online grocery website, with a good Bounce Rate. However Search Traffic, and Total Sites linking in can be improved

Website Traffic Analysis: Estimated Monthly Visits

Source: SimilarWeb

Website Traffic growth has not been consistent that might be a result of weatherTraffic is below its peak levels

Website Traffic Analysis: Source

Source: SimilarWeb

Referrals traffic can be improved to about 22-28%A decent Social traffic is reported to the website

Website Traffic Source: Referring Pages/Domain

Source: Ahers

A sudden spike in traffic was seen between Oct and DecScope of improvement in both Referring Pages and Domains

Website Traffic Source: Search

Source: Ahers

Target Audience of referring sites is not a subset of Grofer Audience Referring sites highlight a gap in content marketing

Website Traffic Source: Search

Source: SimilarWeb

Bidding on relevant keywords can improve the ratio of Paid Searches

Website Traffic Source: Social

Source: SimilarWeb

Facebook takes the maximum share in referring people to websiteQuora, LinkedIn and Reddit shows the discussion is more thoughtful

App Ranking: iPhone/iPad

Source: Appfigures

Apps Applyzer India Ranking

Global Xyo Downloads(Android)

Xyo Score (Android)

Global Xyo Downloads (iOS) Xyo Score (iOS)

Grofers 58 24k 6.9 4.5k 7

Localbanya - 31k 5.4 - -

PepperTap 446 6k 6.9 4.8k 7

Zop Now - 11k 4.6 7.8k 4.1

Zooper - - - - -

BigBasket 174 139k 5.8 - -

One Kirana - 1.1k 5.9 - -

Grofers App is one of the best designed Online Grocery App

App Ranking: Andriod

Source: Appfigures

App Ranking has increased considerably, however the curve seems to straiten despite of inclusion in the overall App Rankings

App Ranking: iPhone/iPad

Source: Appfiguresiphone iPad

Search: Google Trends

Source: Googleiphone iPad

Search Engine Optimization Analysis

On Page Search Analysis On Page Factors Ongoing Active Description Scope of Improvement

Page Rank NA Defines the Authority of Website on Google Search Can be improved

Tittle Tag Grofers - Your Instant Delivery App |Online Grocery Shopping

Defines the title of website as it appears on browsers

Keywords are added. Length can be reduced.

Meta Description Grofers helps you order online from local shops and receive

your items within 90 minutes.Business Description Has been added

Meta Keyword Added Helps Search Results Acceptable

404 Error Page Added Page for Non existing pages or broken links Has been added

Dmoz status Not Listed Open Source Listing Can be addedURL Canonicalization Not Done Avoids Duplicate Content Should be done

IP Canonicalization Not Done Sometimes Spiders Crawl with the help of IP Should be doneSource: SeoSiteCheck., MOZ

There is a scope of improvement in executing SEO and increasing organic search rankings as per the keyword

Search Engine Optimization Analysis

On Page Search Analysis On Page Factors Ongoing Active Description Scope of Improvement

HTTPS(SSL) Missing Google search ranks secured websites higher Should be done

H1,H2,H3Tag Missing Help Search Engine define headings Should be added

Local Directory Has been applied Helps improve Search Engine Optimization Has been added

Image Alt Text Done on most Help Google optimize for search Can be improved Sitemap.xml Not Valid Helps Google crawl the pages Should be added Broken Link Yes(http://grofer.it/mobile) Defines page rank Should be fixed

Mobile Optimization Has been applied Required in Search Engine Optimization Has been added

Mobile Load Time Below average Should be about 5 seconds Should be decreased W3C Validation 72 Errors 4 Warnings Validates the website with W3C Should be reduced

Source: SeoSiteCheck., MOZ

Only few of these points have been executed

Search Engine Marketing Analysis

Source: Appfigures

With a good SEO, bidding keywords like “ Shopping Grocery,” “Online Grocery,” even with a small budget should reflect Grofers.com at least in the top five results

Content Analysis• Facebook• Twitter • Content Guidelines• Facebook Page Hygiene• Top Content about Online Grocery• Blog

Facebook Content Diversity in terms of Recipes, App, Contemporary content has not been explored

on Grofers Facebook Platform

Grofers Local Banya Pepper Tap

Twitter Content Diversity of content, Brand building and Inter Brand Communications can be

explored. A decent number of queries are being answered

Content Guidelines

5 Must Do’s on Social Followed Moderately Followed (Scope of improvement)

Poorly Followed (Must Improve)

Facebook Hygiene

Creative Guidelines

Creative designs

Updates Length 140-180 characters

Queries & Response

Social Campaigns

Both twitter and Facebook pages are not verified, and most guidelines are not followed, such as a Style- Guide, and queries and responses

Facebook Page Hygiene

Post to Page Comments Messages

Queries on Post to page, Comments and Messages section on Facebook is the primary way of communicating with people

No Answer was received

Top Content about Online Grocery

Source: Ahrefs

Most trending content about online grocery appeals to entrepreneurs, enterprises and tech enthusiasts

Aim

Grofers aims to make the local shopping experience of consumers easy and pleasant by connecting them to the merchants in their neighborhood through an easy to use

mobile platform – Grofers.com

Marketing Objective

Becoming a lifestyleAn obvious choice for ordering daily needs

Fresh | Simple| Honest| Friendly | Relatable | Thoughtful| Responsible

Breathtakingly Pleasant | Beautifully Emotional

We Come Across As

Awareness Education Action

Marketing Timeline

Word of Mouth

We Talk abouta. Grofersb. Foodc. Current Topics d. Regional News

Touching Lives

Storytelling a. Executive Lifestyle b. Better Lifestylec. Relationship

Brand Building

Associations and PR a. Storytelling b. Collaborations c. Building Bond

Content Plan • Talking Points • Content Plan• Sample Posts• Blog Topics

Talking Points Friendliness

Responsibility

TimelinessFreshness

Thoughtfulness

Source: Nielson

BaiganKa Bharta

Food-Recipe : Sample Content IngredientsBrinjals 1 Kg, Oil 3 Tsp, Cumin seeds 1 Tsp 3 Onions chopped Ginger 2 piece, 2 Green chopped chilies, Salt to taste, 4 Tomatoes Fresh coriander

Method1. Wash, dry and prick Brinjals. Roast them over open flame until theskin scorches and starts peeling off. Let them cool.2. Remove skin and mash the pulp completely. Heat oil in a kadai. Add cumin seeds. Cook for half a minute and add onions and sauté.3. Add ginger and green chilies and cook for a minute. Add mashed Brinjals. Cook for seven to eight minutes over medium heat.4. Add salt to taste. Add tomatoes and cook on medium heat for sevento eight minutes or till oil separates.5.Garnish with chopped coriander leaves and serve hot.6. Share the picture with Grofers.

Contemporary- Sports News- Sample Content

O Captain!

 My Captain!

He shows the way!He leads the way!He makes the way!

Standing tall even in troubled times! The Mahi Way!

Regional: Pune- Sample Content

Kasa kaye? changla aye?

Cooking the Pune way!Just GroferIt!

Kasa KayePune

App- Sample Content

Now Just Groferit!

Let us make it easy and efficient.Let us deal with your grocery!

App- Best Order Award

RainsFreshness

Saying our Wah to the healthyand simple Order of Shailja Chaudhari From Lucknow. Congratulations on winningAmazing Groferit Award

Her order was: 1 Kg Peach1 Kg Blueberry½ Kg Fresh Arugula 1 Kg Goat Cheese

Grofer- Sample Content

Now Just Groferit!

Kitchens are our little labs!We study life!

Share your story, the cheekiest gossip, or life changing wisdom that you discovered in your kitchen #MyKithenStory

Contests – Sample Content

Bringing the best from your favorite Storeto your home.

Share, which is your favorite store and why?And win amazing Grofer prizes.

Let us make your love stronger. Just Groferit #KnowYourStore

Creative Ideas• LetUs• MoreFun• #VeggieTestingTricks• #DearHusband, #DearWife

More Fun Idea Sample Post

Why bother when you can be a gentleman While watching football!

Now bring home the groceries while enjoying what you love the most!

Just Groferit!

Football is more fun!

When you can buyGroceries at Half Time

More Fun Idea Sample Post

Guessing what’s coming next is not fun.

How we hate that Ad break!

Now just Groferit andsave some awesome time!

That Serial is more fun when you can order Groceries during an ad break!

Let Us Idea Sample Post

No more bargaining, No more testing!

Let Grofers do Groceries for you the hassleFree way.

Football is more fun!

No More asking!Kitne Ka Dia?

Let Grofers bargain for you! 

Let us bring Farm Fresh for you

A ripe eggplant should be tight and elastic, never soft.

Watermelon sounds hollow and feels heavy when ripe.

Don't judge a tomato by its color – for ripeness do a touch test.

We know our veggies! You have a trick for us? #Comment your tricks!

 

Let Us Idea Sample Post

Let Us Sample Post

How awesome is it when you have everything ready before cooking!

Washed, cut, on the table! Delightful!

Let us bring the groceries home! Just Groferit!

Let us bring patience to cooking

No more Grocery Shopping

Let Us Sample Post

Why aren't there more weekends!

Yes, its terrible!

Let us help you enjoy indoors! Let usMake your weekends special!

Weekend LazinessLet us bring

Let Us Sample Post

Never skip a heart beat!

Relax, and just as that order arrives, Groferit!

Take the order your wife gives youLet us

Picking the freshest veggies for you! Grofers knows the Tricks! #VeggieTestingTricks

#VeggieTestingTricks Idea Sample Post

A ripe eggplant should be tight and elastic, never soft.

Watermelon sounds hollow and feels heavy when ripe.

Don't judge a tomato by its color – for ripeness do a touch test.

We know our veggies! You have a trick for us? #Comment your tricks!

 

Campaigns#AsFreshAsRains#LetsCookWeekends#MyGroferList #MyDear

#AsFreshAsRains Idea, Sample Post

Wait no more for the rain to stop. Make your favorite street food as healthy and fresh, just as rains. Now, at your home.

Just GroferIt!

Celebrating Rains, and Street food by letting people know that they can order ingredients of their favorite street food.

#LetsCookWeekend Idea, Sample Post

Lets cook together a surprise this Weekend!Share what is the best part of cooking together with friends?#LetsCookWeekend

Asking people to plan to call friends and extended family for cooking together and partying on the weekends

#MyGroferList Idea, Sample Post

Bringing home the sweetness!Share your GroferList and win exciting prizes

Anusha has shared her favorite ingredient list for the perfect get together dinner! 1Kg Farm Fresh Paneer1Kg Chicken- Full Leg1Kg Fish Indian Basa2 Kg Fish River Sole

Asking users to share their most favorite food ingredients

#MyDear Wife/Husband Campaign Idea

You don't want her mad before she starts preparing your favorite lunch #MyDear Wife

He might as well help wash the laundry then go out to bring groceries #MyDear Husband

Sharing moments from the husband wife relationships that relates to the work of bringing groceries. Asking the must dos, to dos and what keeps up the magic.

#DearHusband Idea Sample Post

Making things easier for your other half!Bringing groceries can be fun #MyDear Husband

Football is more fun!

Wives!Now you can order him bring groceries without feeling the

pain

#DearWife Idea Sample Post

Imagine an outing can be so much fun!Lets hit the outdoors! #DearWife

Football is more fun!

Go out for things that are absolutely important or

absolutely beautiful

• Influencers Program• Digital PR• Mobile/Fb App Targeting• Affiliate Network• Push Notifications• Instagram Linkedin

Sample Blogger List

Influencer Relationship Programs

Technology Blogger • Harsh Agrawal• Amit Agarwal• Ashish Sinha• Atish Ranjan & Zenil• Imran Uddin• Ankit Kumar Singla• Srinivas Tamada• Amit Bhawani• Rajesh Namse• Abhijeet Mukherjee• Raju PP• Jashpal Singh• Pradeep Kumar• Chandoo• Sandeep Jain

Lifestyle Blogger• Shalini Chopra• Magali Vaz• Jasleen & Sonu• Manvi Gandotra• Payal & Priyanka• Shaily Khera• Mehak• Rashmi & Jyoti• Saily• Purushu Arie• Riaan J. George• Somdyuti• Tanya• Akansha Redhu• Chandana

Reaching out to Influencers Network and asking them to speak about Grofers on their Twitter, Facebook, blog and other Digital Profiles

Collaboration Category• Women Entrepreneurs• Women Leaders• Lifestyle • Food

Relevant Publications• Aha Zindagi• Brunch• Femina• Harpers

Digital PR

Mobile App Targeting

•Target Lifestyle & Fashion apps•Show relevant content to the targeted audience•Video Ads, text ads targeted on such apps

Driving Traffic/Visitors

Audience Network

50-60 Million UU reach in India per month(CPC/CPL/CPM/EDM)

Affiliate Network

10000+ Publishers with more than 5 million transactions delivered every year

Optimize Media Spends

Increase conversions on media spends across using Re-Targeting, LMS

Grofers Affiliate Network

Large Websites

Long Tail Websites

Parked Domains

PPC Affiliates

Email Marketing

Grofers Affiliate Network

Grofers Website

Cost per Conversion Model

Grofers Mobile App Push Notifications

Sample text -Lets order some Groceries

before the weekend begins!Delivering free for order

above 250, and some Green Tea for the rains.

App Push notifications are very obtrusive and personal. And it only work if the message is friendly and progressive. Like a message from a friend.

Instagram/LinkedIn Some of the proposed Facebook Content can be pushed on Instagram.

LinkedIn can be used to share our best practices and learning's.

Thank You