How does BigBasket manage user acquisition in a hyper-competitive market? Meera Iyer,...

How does BigBasket manage user acquisition in a hyper-competitive market? Meera Iyer, Head Marketing – spills the beans.

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This time we bring to you the maverick Meera Iyer- Head of Marketing, BigBasket to unravel the story behind the brand’s success. We had a very informative and interactive session with Meera where she shed light on the key aspects of brand positioning, customer acquisition, etc.

About The Brand- BigBasket Is India’s largest online supermarket that lets consumers break away from the laborious work associated with grocery shopping and instead browse for vegetables and groceries in a relaxed manner. Believing in quality assurance-BigBasket aims to provide a seamless shopping experience to all its customers. BigBasket currently operates in six cities including Bangalore, Mumbai, Hyderabad, Pune, Chennai and Delhi-NCR.

 

Meera Iyer

Head of Marketing

bigbasket.com

 

What They Said– “Fundamentally you need to be good in understanding your customers”

In a Nutshell- Meera has been majorly responsible for planning, developing and executing marketing campaigns at BigBasket. Through this session, she acquainted us with all the behind-the-scene activities of major campaigns of the brand. She opined that the major fundamental task of marketing should be customer acquisition. She further stressed upon the two core metrics of each campaign firstly, to acquire/retain customers and secondly how much each acquisition costs. Understanding the demographic of your customer base, it is important to feed very relevant messages to each segment so that it is contextual to them. The allocated marketing budget needs to be effectively segregated to each medium and wisely utilized. Meera further shared the story of onboarding Shahrukh Khan as the Brand Ambassador and the objectives behind it.

To know how BigBasket delivers each time with its campaigns, view here Meera Iyer’s interview with releaseMyAd

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