Esslly wanted to reach out to customers who make cakes, bread, and other baked goods without being perceived as a bakery brand. To achieve this, we had to differentiate our bakeware products from bakery items. Additionally, we did not offer shipping based on regions, and the delivery fee was included in the product cost. This upfront fee made some customers who were familiar with the pricing of products believe that our products were expensive. As we were targeting B2B customers, we had to address these concerns.

Consumer Insight

Overall, consumer insights on bakeware products emphasize the importance of quality, functionality, design, safety, and value for money. By addressing these insights, bakeware brands can create products that meet the needs and expectations of their target market and build a loyal customer base.

Data Analysis

Classification of the products based on the demographic profile consumers are price conscious and decision-making process is largely depending upon the more discounts and special offers, expecting lower price plastic and paper products to to steel and copper products. We launched a Facebook campaign in the first month, focusing on building top-of-funnel awareness. This campaign had a 60% burn rate. In the second month, we started Google Shopping and Performance Max campaigns on Google, which led to a 27% burn rate and a 4X increase in orders received. Although we received a lot of return orders from cash-on-delivery payments, we decided to monitor it for the next month and make a decision in the third month.

Outcome Decision

In the third month, we disabled COD, and we achieved a break-even point with a 20% profit margin. Our Facebook campaign delivered a return on ad spend of 2x, and we experienced a 100% month-on-month increase in growth to the campaigns. By the end of the first quarter, we had fulfilled a total of 300 orders, with an average of 90 orders per month.

Overall, by using different marketing channels and addressing customer concerns, we were able to reach our target audience effectively, increase our profits, and achieve sustained growth in our business.