Thursday, March 12, 2009

Marketing The Mini-bazaar

Continuing on the theme I discussed in the last post – how would you go about marketing something as out of the way as a supermarket that isn’t there?
The assumptions first – this kind of model is built to exploit economies of scale – you’re talking about something that will really work at a pan-national level. Whether it makes sense to go in for a franchise model or not is something that we’ll leave aside for the moment. Our challenge is simply this – what would you do if you were in charge of the marketing required for getting this off the ground?
Ignore the obvious big spending – that’s a given. What if you had to come up with five whacky ideas that had not been tried before?
For what they’re worth – here are my ideas:
1.       Tie up with people who already do home-delivery of one sort or the other. So send in flyers via dhobis, pizza delivery guys, raddiwalas.
2.       Keep the flyers simple! Don’t try and print an entire catalogue – keep the message really, really simple. The actucal catalogue can be on the web – the flyer should simply mention the website, the number, and an invitation to use either one. That’s it.
3.       Sponsor local events – organise cricket tournaments in local catchments – gully cricket rules. Sponsor local religious festivals and the likes.
4.       Keep the time required for delivery fixed – vary everything else. So small tempos might make sense in large cities, but moped / cycles might be more optimal in smaller centres. Go with what makes sense – keep the service standard uniform.
5.       Explore options of coupon-based delivery for obvious essentials. So how about a daily morning round with bread, milk and eggs – delivered as per coupons left outside the door. Similarly, rounds in the evening with pre-cut vegetables, Maggi packets and the like. Delivery rounds of cold drinks timed for half time during cricket games? The more your touch-points, the more your recall. The more innovative your service, the better your recall.
What might your ideas be?

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