A format on service retailing. #GROFERS

1. By – SHRUTI JHAWAR
05/1
SERVICE
RETAILING

2. “SuperMrs ka
Supermarket”
ABOUT
GROFERS

3. More About Grofers
Founder
Saurabh Kumar and Albinder
Dhindsa
Starting Year December 27,2013
Area Served India
Headquarters Gurgaon, Haryana
Current Cities in Work 25 Cities
Investors
Softbank, Sequoia Capital & Tiger
Global
Number of Orders Per Day 60000 (Approximately)
Website Grofers.com

5. MEET THE
TEAM
Meet the leadership

6. Rohit Sharma
Senior Vice President
– Supply Chain
Vice President –
Operations
Yeshu Bansal
Vice President –
Consumer Experience
Suneet Gupta
Chief Technology
Officer
Jacob Singh

7. Vice President –
Business Analytics
Manas
Gupta
Chief Finance Officer
Amit
Sachdeva
Vice President –
Marketing
Prashant
Verma
Senior Vice President –
Business
Visalakshi
Kannan

8. Vivek
Prasad
Vice President –
Grofers Brands
Senior Vice
President –
Demand
Kshitij Torka
Senior Director –
Business Planning
Narendra Singh
Senior Vice
President – People
Operations
Ankush Arora

9. RETAIL LIFE CYCLE

10. MARKETING
MIX OF
GROFERS

11. PRODUCT
• Pulses
• Atta & Other Flours
• Rice & Other Grains
• Edible Oils
• Spices
• Salt And Sugar
Grocery & Staples
• Laundry Detergents
• Dishwashers
• Cleaning Tools & Brushes
• Cleaners
• Repellents
• Pooja Needs
Household Needs
• Bath & Body
• Hair Care
• Skin Care
• Oral Care
• Face Care
• Feminine Hygiene
Personal Care

12. PRODUCT
• Baby Food
• Diapers & Wipes
• Baby Skin & Hair Care
• Baby Accessories & More
• Kids Furnishing
• Toys & More
Baby & Kids
• Cold Drinks
• Juices & Drinks
• Tea & Coffee
• Health & Energy Drinks
• Water & Soda
• Milk Drinks
Beverages
• Chocolates & Candies
• Biscuits & Cookies
• Namkeen & Snacks
• Chips & Crisps
• Sweets
Biscuits, Snacks &
Chocolates

13. PRODUCT
• Noodles
• Sauces & Ketchups
• Jam, Honey & Spreads
• Pasta & Soups
• Readymade Meals & Mixes
• Baking & Desert Items
Noodles, Sauces
& Instant Food
• Milk & Milk Products
• Bread & Eggs
• Paneer & Curd
• Butter & Cheese
• Breakfast Cereal & Mixes
Breakfast & Dairy
• Cookware
• Storage & Containers
• Kitchen Tools & Accessories
• Dining & Serving
• Bags& Travel Accessories
• Cleaning Equipment
Home & Kitchen

14. PRODUCT
• Bed Liners
• Bath Liners
• Furniture & Storage
• Décor, Gardening & Festivities
• Mats & Carpets
• Table & Kitchen Liners
Furnishing &
Home Needs
• Ready To Cook
• Ready To Eat
• Frozen Food
• Canned Food
Frozen Food
• Dog Supplies
• Cat Supplies
Pet Care

15. PRODUCT
• Vegetables
Vegetables
& Fruits
• Grocery & Staples
• Beverages
• Household Needs
• Breakfast & Milk
• Namkeen & Snacks
• Personal Care
• Home & Kitchen Needs
Grofers
Exclusive

16. PRICE
Price
Smart bachat
club member
Delivery
Charges
Orders above
Rs. 200 – Free
(Applicable
twice a month)
Orders below
Rs. 500 – Rs
29
Orders above
Rs. 500 – Free
Delivery
Non member
Delivery
Charges
Orders below
Rs. 500 – Rs
29
Orders above
Rs. 500 – Free
Delivery

17. PAYMENT METHODS
Cash on
Delivery
PayTmMobiKwik
Airtel
Money
Net
Banking
Debit Card
Credit
Card
Pay later
Using
Simpl
Metal
Card
Google
Pay
UPI

18. PLACE
• Grofers is
headquartered in
Gurgaon, India and has
20 office locations
across 1 country.
• Grofers, which started
out as a hyper local
grocery delivery player
in December 2013
has moved to
warehouse-model over
the last 2-3 years, with
a recent focus on
private labels.

19. PROMOTION
• Grofers has used TV commercial ad films to promote
its brand. The TV ads are focused on two aspects of
the company,
1. Central Brand and
2. Service Features of the brand

20. Newspaper Advertisement

21. Metro Advertisement

22. Outdoor Advertisements

23. Outdoor Advertisements

24. Iwalker Look walker Campaign

25. Iwalker Look walker Campaign

26. YouTube Profile

27. Instagram Profile

28. Facebook Profile

29. Twitter Profile

30. LinkedIn Profile

31. Website

32. Catchy Lines

33. COLLABORATIONS

34. COLLABORATIONS

35. PHYSICAL EVIDENCE
Grofers has been mentioned
repeatedly in the articles of leading
newspapers and magazines such as
Forbes and Business Insider which
provides the evidence of its growth.
Grofers has grown over 400% in
terms of monthly user base and has
expanded its presence in 18 cities
across India. Its app has more than
12 million downloads on Google Play
store and Apple iOS combined.
Grofers has more than 8500
merchants listed with the company.
The company has been very flexible
in its strategy and responds quickly
to the situation. It has recently
started inventory model of inventory
management for vegetables and
fruits and has added B2B business
to its wing which contribute 10% to

36. PEOPLE
Grofers has about 3,014
employees as of August 2019.
Employees have a key role in the
operations of the company as its
business model is based on
collecting orders from the local
stores and delivering to the
customer’s doorstep. Grofers being
a start-up do not have a well-placed
HR team to consider the hiring or
employ engagement issues,
however as per employees review
it is an exciting place to work where
employees are encouraged to bring
in new ideas and most of ideas get
implemented in quick time.

37. PROCESS

38. LOCATION STRATEGY
Grofers business model is based on door step
delivery of grocery items which customers
shop online on their mobile app from their
nearby stores.

39. VISUAL MECHANDISING

40. COMPETITO
RS
Spencer’s
Aaramshop
Flipkart Nearby
Zopnow
Farm 2 Kitchen
Supermarkets
Localbanya
Pepper Tap
Bigbasket

41. S
T
P
Segmentation
• Demographic
variables
• Psychographic
variables
• Behavioral variables
Targeting
• Middle India
• Working Couples
• Working Parents
Positioning
• Convenient
• 24*7 Availability
• Value for Money
• Huge Discounts and
Cash backs

42. Competition in
the Industry
Potential of
New Entrants
into an Industry
Threat of
Substitutes
Power of
Customers
Power of
Suppliers
PORTER'S
FIVE FORCES
MODEL

43. CHALLENGES FACED
Difficulty to
penetrate in small
towns
Customer’s
unwillingness to
pay delivery
charges
Focusing on
horizontal
expansion instead
of vertical
Homemakers are
not tech savvy!
Discounts are
being availed by
retailers and not
by customers
Huge marketing
costs
Freshness of
fruits and
vegetables
Customer Loyalty
Matching the
buying behavior
of the customers

44. FUTURE PLANS
• The company is planning to add categories like cosmetics, electronics
and pharmacy to its product list.
• The company is working hard on making the operations and technology
better.
• It is aiming to bring offline retailers online and help them grow. In the
next 5 years, they are hoping to bring change in the lives of the
customers and help them spend time doing what they love the most.
• It plans to double sales and focuses on profit.
• The private label stack of Grofers consists of 780 products that is
expected to increase to 1,200 by the end of 2020.
• The company also plans to make its private label products available at
local grocery stores in the next few months.

45. RECOMMENDATIONS
• To Target to more city.
• To work more on the Packaging
• More good sellers to cover.
• More variety of products to cover.

46. CONCLUSION