The objective of this case writing is to integrate our overall learning of online service with real brand value in an online business world.

1. XLRI, School of Business & Human Resources Prof. Dr. Sanjay Patro
Product and Brand Management (PBM)
PGCBM-27
ASSIGNMENT-1
GROUP No.:38
Name SID Center
SK AKRAM 115123 XLRI, Jamshedpur
PURENDU PHATAK 115133 XLRI, Jamshedpur
RAGHU VENKATESHWERA RAO 115149 XLRI, Jamshedpur
1

2. XLRI, School of Business & Human Resources Prof. Dr. Sanjay Patro
Case Objective:
The objective of this case writing is to integrate our overall learning of online
service with real brand value in an online business world.
• To judge the awareness level of the customer prospective
• Aware regarding the product
• To judge the promotional tool
• Brand awareness
• Build brand loyalty
Introduction:
It is the India’s largest online shopping store for kids & baby products.
Founded 25th
Feb’2015
Head Quarter Pune, India
Key People Supam Maheshwari
Industry Baby products and Good life
Revenue 68 Crores
Website FIRSTCRY.COM
Buy:
• Baby care products,
2

3. XLRI, School of Business & Human Resources Prof. Dr. Sanjay Patro
• Cloths,
• Toys,
• Diapers,
• Nursery furniture’s,
• Birthday gifts items etc…
FirstCry.com announced that Amitabh Bachan would be the face of
brand.
All FirstCry.com stores are standardized and display more than 500
brands across 20 categories.
How the Journey Starts:
Supam Maheshwari, an IIM-A pass out and engineer from Delhi college of
Engineering put the innovative idea of FirstCry on to the platform.
Today FirstCry.com has gone on to become the largest online shopping portal
for kids and expecting mom not only in India but also in Asia.
While making the service Supam leads to show by:
• Designing and executive the Long and short term plans
• Planning strategy
• Set the target as an achievable
3

4. XLRI, School of Business & Human Resources Prof. Dr. Sanjay Patro
How was the FirstCry Started:
He (Brainvisa) nothing but e-learning company wanted to create a
platform, which could bring easy access of quality baby and kids products for
the parents globally.
He wanted to bridge that gap for the Indian parents with his model.
Once all the things were finalized, Supam with his friend Amitava Saha
collected some fund from their personal recourses.
Talking about the funding, the company has so far raised a total
funding about $ 65 million from various investors.
• IDG Ventures
• India
• SAIF Partners
• Vertex Venture Holdings
• Temasek Holdings
Inventory > 90,000 items online platform
Inventory > 15000 products offline stores
Business Model of FirstCry.com:
4

5. XLRI, School of Business & Human Resources Prof. Dr. Sanjay Patro
FirstCry.com works on a Hybrid business model. Therefore, apart from
the online presence, FirstCry.com also has over 100 franchise stores across
India.
Marketing and promotion:
On the marketing and advertising front, FirstCry did normal TV and
print ads in the beginning of their journey, they realized it was a low return,
high cost model. They adopt word-of-mouth and online advertising media.
Now after raising funds in four rounds the company has endorsed Mr.
Amitabh Bachan as its brand ambassador.
“Don’t worry mom I’m on FirstCry.com”
The company has earmarked nearly INR100 crore as its annual advertising
budget.
Promotion:
5

6. XLRI, School of Business & Human Resources Prof. Dr. Sanjay Patro
• Face of promotion social media
• Facebook - >517000 fans
• Twitter - > 2100 followers
• Digital media promotion – Directly reaching parents
• Giving samples of products
• Coupons facility for its offline stores
• Max Life Insurance to provide the right insurance
Vision and Future Plans:
The company has been dynamically expanding its reachability through
offline made also.
Till now, company has already crossed 120 bricks and mortar stores
and has plans to open 400 stores by 2017.
The company aims to be the single leader in the market for baby
products in India.
Challenges:
• To reach parents in the most targeted and cost-efficient manner
• Jet in demand for clothes and shoes in the bay & Kids fashion space.
6

7. XLRI, School of Business & Human Resources Prof. Dr. Sanjay Patro
• Face of promotion social media
• Facebook - >517000 fans
• Twitter - > 2100 followers
• Digital media promotion – Directly reaching parents
• Giving samples of products
• Coupons facility for its offline stores
• Max Life Insurance to provide the right insurance
Vision and Future Plans:
The company has been dynamically expanding its reachability through
offline made also.
Till now, company has already crossed 120 bricks and mortar stores
and has plans to open 400 stores by 2017.
The company aims to be the single leader in the market for baby
products in India.
Challenges:
• To reach parents in the most targeted and cost-efficient manner
• Jet in demand for clothes and shoes in the bay & Kids fashion space.
6