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Prakrta
Strategy, Marketing, Concept
Prakrta
2022
Intro
The baby care industry encompasses any product that caters to the needs of infants, generally aged between 0-4 years old. India, with a population of 1.28 billion people, is the second most populous country globally, following China. With 27 million annual births and a fertility rate of 2.72 children per woman, India accounts for 20% of the world's 0-4 years' child population, which is nearly 127 million.
Furthermore, the country's live birth estimate is approximately 27 million, which is 20% of the total number of live births globally. According to the Technavio Report, the Indian baby care market is projected to grow at an annual rate of over 17% in terms of revenue during the 2014-2019 period, reaching over $31 billion from $14 billion. As a result, India presents a highly lucrative market for the baby care industry.
Consumer Insight
From a BCP market perspective, our customers can be broadly classified into two significant categories, namely Housewives and the Employed. These categories play a vital role in shaping the consumer behavior of our market.
Baby Care Consumer Behavior
Typically, customers tend to prefer shopping when they have just had a baby, and their purchasing frequencies are high during this period. Their buying decisions are driven by convenience and meeting their specific needs. Low billing time and services are given significant importance, and the most popular baby care products are Baby Care and Baby Foods, followed by other categories such as Baby Accessories and Baby Toys.
At our market, we prioritize both cost and quality when it comes to our offerings. Additionally, improving our service level is crucial, and we concentrate on developing strategies to enhance the customer experience, such as offering customer loyalty programs. Location-based marketing is also vital for us as it enables us to connect with our customers and provide them with offers that meet their immediate goals or needs in a meaningful and engaging way.
Data Analysis
In our market, various factors such as low prices, availability of products, and quality products significantly impact our customers' purchasing decisions. While innovation behind the product is also important, the role of multi-brand options and product availability is paramount in developing our business. We prioritize maintaining proper inventory management through a comprehensive Market Requirements Document (MRD), which serves as an effective product plan.
Price is a crucial piece of information that service marketers can provide to consumers during the buying process. However, it's essential to keep in mind that price affects the prospective buyer's expectations of the service. Some customers might be willing to pay more for a service because they associate higher prices with higher quality and assume that it reduces the risk involved in buying a service product.
Additionally, customer service is vital to our customers as it adds value to the services and goods they receive, making them feel that they have added value to their money. This creates a positive public image, increases sales, fosters customer loyalty, and ultimately satisfies our customers. In today's market, the voice of the customer has never been more readily available, and consumers are increasingly relying on peer recommendations as a critical component of their purchase process.
To optimize our service delivery, we categorize our products and streamline the billing process by locating it in the same place to minimize billing time. This strategy enhances the customer experience, further improving their satisfaction and loyalty.
Outcome Decision
Looking at the above factors was the impact of a campaign that focused on promoting a hero product to drive sales and improve brand visibility. Initially, the brand had halted their Amazon advertising campaigns, as Cloudtail was responsible for managing the product's traction and brand awareness. However, once Cloudtail was no longer in the picture, the brand witnessed a sharp decline in order flow.
To counter this, the brand decided to focus on promoting their hero product, the baby oil, which had over 150+ positive customer reviews, indicating its credibility and boosting customer confidence. The results were impressive, with a 2X return on ads spend and an increase in indirect sales for other products in the brand's portfolio.
Moreover, the brand's campaign generated conversions and improved brand visibility. In the past, competitors had been bidding on the brand's keywords, but the new campaign successfully outperformed the competition, driving greater engagement and ultimately, boosting sales. This case study emphasizes the importance of promoting a hero product to establish credibility and boost sales, while also highlighting the need for strategic advertising campaigns to counter competition and improve brand visibility with the use of data.
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