Grofers leads the online grocery industry in India in terms of social media presence and engagement. It has the highest scores on Twitter, Facebook, and LinkedIn compared to competitors like Big Basket and Local Banya. However, Grofers can improve its YouTube channel presence. Overall, Grofers has the highest Social Media Quotient of 30.44. For companies to succeed, they need to follow a crawl-walk-run approach to social media, starting with content creation and community building before moving to more advanced strategies.

1. E-GROCERY
INDUSTRY
DIGITAL MEDIA STRATEGY

2. OVERVIEW OFTHE INDUSTRY
• The reason for the relatively slower growth in the spread of e-grocers is because
storage of perishable items is more expensive than the storage of non-
perishable items, which is why most players operate in cities and have not yet
expanded to even an entire state.
• However, urban India’s increasing shortage of time is fuelling the growth of
online grocery and in 2015 at least 20 metropolises are expected to be fully
covered by e-grocers.
• Also, the online grocery space in India has reached new heights in the past few
months with investors pouring millions into this space and big corporates like
Tata and Reliance and Ecommerce giants like Flipkart,Amazon & Snapdeal
foraying to capture this multi billion dollar market.

3. 63% Males Buy Groceries
Online
Biscuits and Cookies make
up for 20% of the sales by
volume
Staples make up for 21% of
sales by value
61% female shoppers are
36-45 in age

4. India is the 6th largest grocery market in the world
Online Grocery Business
To Grow at a Rate of
25-30 %
In Major Cities of India.

5. INTERESTING FACTS
Women
between the
ages of 35-45 are
the largest
adopters
Most orders
are placed
between 10pm
and 12pm
Institutional
clients make up
29% of the
orders

6. RISE OF SOCIAL MEDIA
74% of
consumers rely on
social media to
guide their
purchases

7. Expected Growth
In the Next 3 Years In the Next Year
158%
76%
67%
35%
Executives
Consumers
Expected Growth in Food,
Beverage, Household
Consumables and Personal
Care Items in E-Commerce
Channels

8. According to studies, Social Referral (social following to drive
engagement, social amplification of promotions or brand offers,
social shopping, referral and recruitment of talent) is
important in influencing customer behaviour by 79%
The increase in expected investment in this area is 70%

9. CUSTOMER BEHAVIOUR ON
SOCIAL MEDIA
Seeking
Information
Sharing
Information
Tracking
Information
Broadcasting
Information
Social Media

10. SOCIAL MEDIA GUIDE
Build brand awareness, reply to
customer queries and promote
seasonal sales
Drive fan engagement and create
sharable hashtags
Provide exclusive merchandise
and organise previews
Share visual content, integrate
shopping cart to see, use for multi
media content and use images
that inspire
Create short, quirky videos and
give a face to your brand

11. COMPETITIVE ANALYSIS

12. MAJOR PLAYERS

13. OVERVIEW
• Publicly available information on the Web is captured and analysed to create a
comprehensive report about a brands Social Media presence and online activities.
• The intent is to help a company better understand the performance of and reaction
towards the brand on Digital Media and turn social media into strategic insights to help
them develop operational intelligence and situational awareness.
• The brands’ online behaviour is mapped and classified based on:
• Presence on Social Networks
• Engagement level on social media
• Impact on their sphere of influence
• Popularity and reach
• Activity Patterns
• Sentiments associated with the conversations

14. SOCIAL MEDIA QUOTIENT
(SMQ)
• ‘Social Media Quotient’ measures
a brands’ performance on social
channels. It is calculated on the
analysis of ‘Presence &
Performance’ of various social
media assets; it takes into
account- connections/ followers/
public posts, engagement level,
influence, technology adoption
etc.
• The following channels have been
covered under SMQ Analysis

15. Competitor Channel
Analysis

16. Twitter
Big Basket Grofers Local Banya Zop Now Pepper Tap
19.1
12.8
29.3
31
28
Facebook
Big Basket Grofers Local BanyaZop Now Pepper Tap
41.1
26.4
35.9
41.7
22.7
Relative Performance
Grofers has the highest twitter
score and is closely followed by
Local Banya and Big Basket.
Growers needs to improve on the
number of re-tweets and replies
on its posts to have an even higher
score.
Grofers again leads the way on
Facebook and is closely followed
by PepperTap and Local Banya.
Growers has 6857 likes on the last
7 posts on its page which is much
higher than any other competitor.

17. Best Practices
Pepper Tap has interesting tweets which allows
its customers to connect with the brand.
ZopNow and others display their promotional
activities on Facebook to get more views.

18. Website
Big Basket Grofers Local Banya Zop Now Pepper Tap
20
30303030
Blog
Big Basket Grofers Local Banya Zop Now Pepper Tap
40
32
40
31
0
Relative Performance
All 5 competitors have very good
websites that are customer
friendly. All social plug-ins are
synchronised. Pepper Tap is behind
the others because it does not
have a social plug in apart from
Facebook and Twitter.
Local Banya here tops the list with
more than 11 blogs each month.
The posts are interesting and have
good creatives to capture interest.
Big Basket needs to start a blog.

19. Best Practices
Local banya has a really good
blog and writes about topics
currently in trend. Growers has
an interesting website and they
sell custom baskets for people
who are in a rush.

20. You Tube
Big Basket Grofers Local Banya Zop Now Pepper Tap
0
20.9
10.6
14.9
24.6
LinkedIn
Big Basket Grofers Local Banya Zop Now Pepper Tap
22.9
16.9
18.7
30
19.4
Relative Performance
Big Basket leads the list here
because it has the highest number
of subscribers which is 71. This
however, isn't a very impressive
number and can be improved
through better videos.
Grofers tops the LinkedIn list
because it has the maximum
number of employees on the site
as well as the largest following of
4078 individuals.

21. SMQ
Big Basket Grofers Local Banya Zop Now Pepper Tap
21.76
30.44
28.51
23.49 24.34
Social Media Quotient
• SMQ
is
affected
by
a
company’s
social
media
prac7ces,
engagement
level,
content,
popularity
and
reach
against
industry’s
benchmark.
• Social
Media
plays
a
pivotal
role
in
‘E-­‐commerce’
&
‘Brand
Building’
• Grofers
leads
the
way
with
an
SMQ
of
30.44
as
it
is
the
leader
in
all
channels.
However
it
could
concentrate
on
its
YouTube
channel
to
get
a
higher
score.
• Big
Basket
lags
behind
because
it
does
not
have
a
dedicated
blog,
and
its
engagement
is
rela7ve
less
on
Facebook.
It
needs
to
up
its
game,
fast.

22. WAY FORWARD

23. FOLLOW A CRAWL,WALK, RUN
APPROACH FOR SOCIAL MEDIA
CRAWL WALK RUN FLY
Aggregation & Branding Community Building Thought Leadership Technology
Online Listening & Monitoring
Establish Online Credibility and Trust through a stepped approach
• Content optimization
• Organized content hubs
• Creatives’ revamp
• Snackable content
• More engagement
• Track & Monitor real
time conversations
• External seeding
• Go mobile: Style in
your pocket – An
App
• Dedicated website :
Responsiveness &
playability are must
haves
Month 1-2 Month 3 Month 4 Month 5-6
• Blogs
• Presentation
• Inforgraphics
• Digital PR
• Community outreach
• Identify promotional
avenues
We will Follow The Crawl, Walk, Run Methodology for Social Media

24. SOCIAL MEDIA IMPLEMENTATION PLAN
Intelligence Content Venue
Promotional
Platforms KPIs
Your Brands
Your Competition
Industry Trends
Listen
for
Listen
in
Twitter, Facebook,
Blogs, News, Forums,
Suggestion Sites
Market Research,
Public Relations,
Customer Service,
Branding
Digital Marketing,
Public Relations
Digital Marketing :
Community Building
which can be leveraged
for several functions
Social Enterprise
Metrics : CEO – CFO –
CMO ‘s Office
• Size of the community
• Level of Engagement
• Number of App
downloads
• Number of queries
resolved
• Content Curated

25. SEO & SEM

26. SEARCH ENGINE OPTIMISATION
Keyword Research
On Page SEO Off Page SEO
Create Blog PostsCreate Presentations Create Videos
Create content using researched keywords for websites like
slideshare, YouTube etc. These sites have highest page ranks and
thus help your website show up on the 1st page of search engines

27. SEARCH ENGINE MARKETING
Meet your customers when they
are actively looking for your
products on a search engine.
Advertising via the search engine
is cost effective.
Statistics can be gathered from
web logs to determine the efficacy
of an ad campaign.

28. ABOUT ITTISA

29. WHO ARE WE?
Founded in June of 2014, we are the first ever only girls Digital Media
Agency.
The name Ittisa in Sanskrit means 'The Ruler' and we aim to rule the creative
world with our highly creative and passionate team..
At Ittisa, we are a unique captivating mix of innovative ideas, diligence and
the right sprinkle of creativity!
We love the work we do here because one - we adore the Digital world and two
- we know that our ideas & strategy make a difference.
Our objective is simple - To make our clients create a mark in the Digital space
with crisp strategy, excellent designs & great content.
Super glad to announce that we have recently partnered with LeanIn.org and
look forward to changing the trajectory of women workers and create a better
world for everyone.

30. WHAT DO WE DO?

31. WHAT WE CAN DO FOR
YOU!
BRAND BUILDING
&
SOCIAL MEDIA
MARKETING
SEARCH ENGINE
OPTIMISATION
SEM
BIG DATA ANALYTICS
ORM
SOCIAL CRM
UI & UX Design

32. HAPPY CLIENTS

33. Thank You
Connect With Us