Marketing Mix Of Grofers – Grofers Marketing Mix

Grofers is a private company of Indian origins. It is associated with internet industry and is actually an on-demand service for delivering grocery items. The company was founded in the year 2013, December by its co-founders Saurabh Kumar and Albinder Dhindsa and has its headquarters base at Gurgaon in India. Grofers has targeted working section of society as its customer who is too busy for daily shopping. Some competitors are as follows –

• Nature’s Basket
• Big Basket
• Indbazaar

Product in the Marketing Mix Of Grofers :

Grofers is an online establishment that works as a connecting medium between customers and offline retailers through its excellent and prompt services. Local shopping by users becomes easy, pleasant and hassle-free by a simple usage of the mobile app.

It is a marketplace for daily shopping items. One can shop via a mobile app from the local store and delivery is guaranteed within a timeframe of just ninety minutes. With a single click bakery items, grocery, vegetables, fruits, flowers, baby care items and meat can be ordered. A customer can schedule delivery time according to his/her personal preference.  The company is planning to add categories like cosmetics, electronics and pharmacy to its product list.

Place in the Marketing Mix Of Grofers :

Grofers is an e-commerce organisation whose network is spread to several parts of India. It is served by a highly efficient workforce that includes nearly two thousand employees. Its operations were spread to twenty-six cities but the company has halted its operations in nine of them to make its operation count currently to seventeen cities. Places, where operations are on, are Mumbai, Kolkata, Pune, Lucknow, Jaipur, Hyderabad, Delhi NCR, Chennai, Bangalore, Ahmedabad and others and places where workings have been stopped are Visakhapatnam, Rajkot, Nashik, Mysuru, Ludhiana, Kochi, Coimbatore, Bhubaneswar and Bhopal.

Customers for ordering grocery items online use the mobile app. Employees of the company take down the order, secure it from either local stores or from stores where they have an account and later deliver it to their customer.  The reach of a local merchant is limited to 2-3km radius but collaborating with Grofers gives then access to a wider radius. Moreover, the company has solved one of the major problems of a merchant by hiring delivery boys and sending them to customers. The distribution network of Grofers includes these delivery boys as well as employees recruited for units like tech, marketing, operation and taking down orders.

Price in the Marketing Mix Of Grofers :

By the end of the financial year 2015-16, Grofers was able to raise estimated 165.5 million dollars from its investors like Sequoia Capital and SoftBank. Grofers is a business model that has been established to help people meet their specific demands especially working class, who do not have the required time to go for daily shopping. The company offers its customers a choice in a payment mode, for instance, a customer can pay via e-wallet, debit card, credit card or cash-on-delivery.

Grofers has adopted a free as well as economic pricing policy for its customers and a reasonable pricing strategy for its merchants. It offers free delivery to its customers if the order exceeds rupees 250 if not then a minimum fee of just rupees 49 is charged.  Actual revenue of the brand is earned through local grocers and merchants.  Grofers levies a percentage on every sale they conduct for them.

Promotions in the Marketing Mix Of Grofers :

Grofers is relatively a new company and has adopted several marketing policies to create positive brand awareness. It had launched a new type of service that demanded a great effort to convince customers on understanding its concept and using it. The company has launched a mobile app and has decided to connect with its customers in social media via platforms like Twitter and Facebook.

Grofers brand has offered several offers and incentives that can be viewed on different portals. Some of its lucrative incentives include 15% cashback per transaction but the cashback had a limit of rupees 200 maximum, 100 rupees cashback on the usage of MobiKwik wallet and 25% cashback on daily items. All offers are time-based and tend to change from time-to-time. Grofers has recently launched its maiden commercial on television promoting its products and creating brand visibility.