Pepperfry's existing Digital marketing/Media strategy, Target audience, Segmentation, Competition, Business Model, Marketing, Social Media Analysis, Content Strategy, Communication tone, Web analytics and strategy recommendation

1. Presented by:
Aishwarya Menon | Akash Patil | Marija Fernandes | Rhea Jacinto | Terence Fernandes

2. History and Evolution
•Headquartered in Mumbai, Pepperfry.com is India's largest
furniture and home online marketplace
•Offers products across categories like furniture, home décor,
appliances, kitchen and dining, etc
•Company is funded by Northwest Venture Partners
•Brand retails through their online site
•Founders are: Ambareesh Murty & Ashish Shah, in January 2012

3. Development of Pepperfry.com
(2012-2015)
•Started operations
•Offered a selection of products across multiple lifestyle categories
•The company pivoted to sell only furniture and home décor products in multiple cities
across India
• Major milestone of shipping 1 lakh units of furniture in November 2014
• The company launched its first concept store “Studio Pepperfry”
•The company celebrated a major milestone of successfully delivering one million
customer orders.
2012
2013
2015
2014

4. Youth or working professionals
who’ve achieved enough
purchasing power to spend on
themselves in substantial
amounts
Newly married couples fall into
this category as well as a corollary
to this segment
Business2Consumer: (25 – 44 years)
Target Audience
(Two Types)
They attempt to become
furnishing partners and
supply their products en
masse to hotels, new
chic office spaces, etc
Business2Business
(General)

5. SEGMENTATION
Market segmentation is a marketing strategy which involves dividing a broad
target
market into subsets of consumers, businesses, or countries who have, or are
perceived to have, common needs, interests, and priorities, and then designing and
implementing strategies to target them.
• 1. Young people
• 2. Enthusiastic
• 3. Trendy
• 4. Fashionable
• 5. Sense of aesthetics
• 6. Good understanding of
E-SHOPPING
• 7. Buying power is low
18-28 yrs
• 1. Newly married
working people
• 2. Independent
• 3. experimental
• 4. Buying power is good
• 5. Willing to spend on
products like home
décor
• 6. Mostly lives in a
nuclear family
• 7. High demand of
portable products
28-35 yrs
• 1. Working
professionals
• 2. High demand of
home décor related
products
• 3. Very particular
about the design and
aesthetics of the
product
• 4. Buying power is
very high as compare
to other segments
35-45 yrs

6. •Launched in 2012
•A venture of Bangalore-based
Descasa Decor
•Online Pvt Ltd, Urbanladder is
currently delivering to
Bangalore, Mumbai and Delhi/
NCR region (Gurgaon, Noida).
• Online store has made a
strong foothold in the
segment and have recently
raised $1 million in series A
funding and is looking to close
a Series B round in coming
months.
Competition
•A Bangalore based start
up and a brand owned
by Singapore-based Salar
Online Pvt Ltd has
forayed into online home
décor space in 2012.
•Aims to bring in exclusive
range in categories such
as Home decor, Kitchen
Tools, World Foods, and
Cushion Covers
•A rocket internet backed
venture & the most
visited online home store
in India
•FabFurnish was launched
in January 2012
•Known for its designer
furniture, furnishings,
décor items and
kitchenware

7. Studio Pepperfry is a one-of-its-kind concept store from Pepperfry.com, India's
leading online Furniture and Home marketplace. It showcases a curated range of
furniture from the online portfolio of Pepperfry, and serves as a design
inspiration. A unique concept from Pepperfry, Studio Pepperfry demystifies the
furniture buying process and makes it a delightful experience

8. Business Model
• Vendor to Customer dispatch
Marketplace Model
• In this type of business model, products are listed on the website. As soon
as order is placed, vendor gets intimation and after which products are
manufactured and directly delivered to customers.
On Demand
• Products are either bought by Pepperfry or are with Sell or Return
policy. Purchased items are then stored in warehouses. Pepperfry owns
warehouses in Bhiwandi, Jodhpur, Bangalore, Gurgaon and Kolkata
Warehouse

9. Furniture Home Decor
Lamps & Lighting
Bath & Body
Home
Appliances
House- Keeping &
Pet Supplies
Kitchen Appliances
Offering

10. PepperFry on Digital Space
• Pepperfry launched its mobile site that can be
surfed on any web browser or mobile device . It
features a customizable cart before checkout,
creation of wish-lists – all of which can be shared
with friends & families through Twitter, Facebook &
Pinterest.
Mar’
13
• Pepperfry tied-up with Satchi & Satchi to release its
first television commercial with “Happy Furniture to
You” as its unique brand proposition. It was spread
across radio, digital, outdoor and social platforms
like Google, YouTube and Facebook
•
Oct’
14
• The company recently launched its app to assist
millions of Android and iOS users to make their
decisions in a more informed manner using the
enhanced ‘Augmented Reality’ features
June’
15

11. Marketing and Initiatives
•Pepperfry tied-up with Satchi&Satchi to release its first television
commercial with ― “Happy Furniture to You” as its unique brand
proposition.
•The Mumbai-based agency conceptualized a themed film and two
supporting films that highlight Pepperfry‘s value propositions of ―
“Free Delivery and Assembly” and ― “100% Satisfaction or Money
Back Assurance” for consumers.
•A successful 360 degree campaign, the marketing mix featured a
sustained radio campaign, on-ground activation and key outdoor
promotions across top cities. The campaign also came alive on digital
and social platforms like Google, YouTube and Facebook

12. Pepperfry & Blogging
•started blog on 30th July 2012 (Bon-Hommie) The blog is their official home and living
blog
•Pepperfry has managed to link this blog with their other social accounts like Facebook ,
Twitter , Google+ , Pinterest and YouTube
•The blog consists of DIY (do it yourself ), room decor, Happy furnishing (which consists of
your ideas ), Home improvement(which consists of decor, home improvement, kitchen
bed and bath ) , Pet & Gardening
•The blogs has some good ideas based on home decor and DIY , thus successfully keeping
up with current trends
•For queries there is a contact us section for people who have some cool ideas and even
want to discuss it in person
•The blog is user friendly

13. According to a statement by Pepperfry, “The app has been designed based on
extensive consumer insights undertaken by the company. Pepperfry understands
that customers often struggle with questions related to product display, e.g. how
will an online product fit inside their homes – both physically and aesthetically. The
app addresses these specific consumer needs – they can now zoom into products,
drag and place them against their room set-up, or their walls, share images using
social media, and engage meaningfully with India’s largest home improvement
community for advice and opinions.”
Pepperfry for iOS and Android

14. Pepperfry & YouTube
•Pepperfry launched their YouTube channel 3 years
back and have been consistent in uploading videos.
•They have a series of videos showing how the
furniture was made in order to give customer
satisfaction on their queries regarding the product
and brand loyalty.
•They have created Studio Pepperfry playlist and
uploaded online brochures for their customer’s
reference.
•Pepperfry is currently running ads for Diwali –
‘’Why wait for Diwali?’’

15. Youtube

16. Ad film campaigns and testimonials

17. Audio Visual communication about the products

18. Social Media is indeed an important portal for customer interaction, addressing
the grievances; and most essentially, valuing the brand and its products
This 30 days (March 15-April 15, 2015) analytic report from Simplify360
studies the online presence of the 2 major Online Furniture Retailers in India
along with Pepperfry
Social Media Analysis

19. Social Media Analysis

20. Company information
Social Media Analysis

21. Pictures & videos with website links
Social Media Analysis

22. Updateonupcoming
offersanddiscounts
Social Media Analysis

23. Facebook: Interact with customers & solve their
problems if any
Social Media Analysis

24. Interactive contestsEffective replies to customers
Social Media Analysis

25. Social Media Analysis

26. Twitter: Colorful and high contrast pictures with links
Social Media Analysis

27. Updates on latest offers, TV Campaigns, new products etc.
Social Media Analysis

28. Solve Customer queries
Social Media Analysis

29. Photos and Videos
Social Media Analysis

30. Interaction
Social Media Analysis

31. Social Media Analysis

32. Social Media Analysis

33. Social Media Analysis

34. Social Media Analysis

35. Social Media Analysis
Attractive, colourful, images and designs from the website

36. Tone used :
Classy , Helpful,
Stylish
Analysis

37. Email Update Analysis

38. Email Update Analysis

39. Email Update Analysis

40. Pepperfry for iOS and Android
•Furniture and home products ecommerce marketplace Pepperfry has launched
its mobile app. Currently available on iOS and Android, the app will also be
launched on the Amazon App Store soon.
•Prior to the launch, Pepperfry tweeted out a couple of teasers

41. Pepperfry – Content Strategy
Content wins over Fabfurnish and Urbanladder because
Pepperfry not only gives the Retail Price but also Price and Offer
Price along with coupon codes available seasonally
Chic and aesthetic giving a
rustic look to the overall
content
Seek to revolutionize Indian
customer’s access to
affordability
Options between Colonial,
Indian, Contemporary or
modern when it comes to the
design

42. Pepperfry – Content Strategy

43. Pepperfry – Content Strategy

44. Pepperfry Web Analytics

45. Pepperfry Web Analytics

46. Pepperfry Web Analytics

47. Pepperfry Web Analytics

48. Strategy recommendation
for Pepperfry on Snapchat
1. Pepperfry can start their strategy on Snapchat by uploading ‘snippets’ of their
new collection twice every week and direct them to their YouTube Channel for
full video on the same
2. Short-term discount coupons for people who follow Pepperfry on Snapchat,
say for 3-5 hours. This will increase the traffic on their Snapchat stories for a
particular time period and coupons will help increase the sale
3. Making of Pepperfry products- snippets
4. Happy customers lucky draw giveaways and
announcement on Snapchat, so followers open
the snap stories every time Pepperfry uploads
any picture.

49. What did we learn during the research phase?
Pepperfry gave us the opportunity to
understand various processes that makes the
site to function and cater to the target
customer effectively

50. Thank You!