cupshup casestudy grofers

Case Study – Marketing Campaign

Gurgaon - December 2015

Your Brand in Customer’s hand

2

They%Came.%They%Saw.%They%Discussed!!

Campaign Highlights

CupShup’s Marketing campaign

Objective

Total Cups Distributed 2 LacNo. of Days 9 daysNo. of Offices targeted 21No. of Tea Vendors targeted 9

Survey Outcome100% Brand Recall

Survey Sample Size: 105 Respondents

The Design

! Objective: To increase brand awareness of Grofersamong working professionals in Gurgaon and Promote App Downloads

! Campaign: During the campaign, a total of 2 lac Grofers branded cups were distributed at 21 offices and 9 Tea Vendors near Offices/Tech Parks

3

The Outcome

! Brand Awareness: The average exposure time was 5-7 minutes. The percentage of people who noticed the brand Grofers on Cups was an absolute 100%.

! Customer Delight: Customers were delighted to enjoy tea in a higher quality attractive and much more comfortable-to-hold & premium looking cup compared to what is generally used

4

Survey Details

Jabong , Indiabulls, Samsung, Serco, Beacon, Yokahama

Survey Locations

! Did'you'see'any'brand'on'the'cups?

!Which'Brand'did'you'see?

!What'message'did'you'see'on'the'cup?

!What'product'or'service'does'Grofers deal'in??

!Did'you'hear'about'Grofers before'you'saw'it'on'the'cup?'

! If'Yes'A where?'

!Do'you'have'the'Grofers app'on'your'phone?'

! If'yes'A when'did'you'install'it?'Before'you'saw'it'on'the'cup'here|After you'saw'it'on'the'cup

Survey Questionnaire

100

49.0

5.7

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

90.0

100.0

Brand Recall Knew about Grofers already

Using Grofers already

Survey Results

CupShup Overview

5

Our survey shows that 100% customers at tea vendors noticed the advertisement and at least 80% were able to recall it when aided

Innovative approach to get captive & exclusive audience

6

Why CupShup

! Distribution: ! Mumbai, Bangalore, Hyderabad, New Delhi, Gurgaon, Noida

! 2500+ Tea vendors, 1000+ offices, and 300+ CollegesWe have full list of Tea Vendors which includes location and more

importantly the surrounding Point of Interests, companies and colleges. This enables you to specifically TARGET demographics to meet your campaign objectives

! Exposure Time : 5-7 MinutesThe average time that a consumer is exposed to your brand, on a Tea

cup, is 5-7 minutes

! Clutter Free AdvertisingCupShup ensures that your brand gets undivided attention of the

customer

7

Our Key Clients *

(A Times Group Company)

(* Does not include all our clients) 8

For more info, please visit:www.CupShup.co.in

9

Sanil [email protected] +91-9004213787

Thank You

Abhay Agarwal

[email protected]

+91-8452962270

Our Work

10

! Vendor Identification: Prior to a week of the launch of the campaign, the CupShup team shortlisted 72 Tea Vendors (from 1500+ Vendors under coverage) keeping Oyo’s target audience in mind

! CupShup’s commitment to ‘Swacch Bharat’. All tea vendors were provided dustbins a day prior to the delivery. The new dustbins provided also helped the vendors in avoiding littering

Campaign Highlights

CupShup’s campaign for Oyo Rooms

Targeted Distribution - Zeroing In

Campaign SummaryTotal Cups Distributed 2.5 Lac

No. of Days 10 days

No. of Offices targeted 11

No. of Tea Vendors targeted 72


86% people had not heard of the brand before

The Design

! Objective: To increase brand awareness of Oyo Rooms among the target audience (working professionals)

! Campaign: During the campaign, a total of 2.5 lac Oyo branded cups were distributed at 11 offices and 72 premium tea vendors nearby various offices

11

Campaign Highlights

CupShup’s Marketing campaign

Objective

Total Cups Distributed 1.75 LacNo. of Days 12 daysNo. of Offices targeted 15No. of Tea Vendors targeted 35


Survey Sample Size: 39 Respondents

The Design

! Objective: To increase brand awareness of PepperTapamong working professionals in Pune and Promote App Downloads

! Campaign: During the campaign, a total of 1.75 lac PepperTap branded cups were distributed at 15 offices and 35 Tea Vendors near Offices/Tech Parks

12

The Outcome

! Brand Awareness: The average exposure time was 5-7 minutes. The percentage of people who noticed the brand PepperTap on Cups was 90%.

! Customer Delight: Customers were delighted to enjoy tea in a higher quality attractive and much more comfortable-to-hold & premium looking cup compared to what is generally used

13

“CupShup’s model combines an innovative zeal with simplicity in execution.The days that we first tried out Cupshup, we got an immediate bump in the number of job-seekers who were reaching out to us and registering with us on Babajob.com. In fact, comparing that to the number of job-seekers who had signed up with us the month before, for the same period, we posted more than a 100% increase in terms of registration traffic”

Jithin KrishnanAssociate Manager

Case Study – Marketing Campaign for BabajobJune 2015

! Vendor Identification: Prior to a week of the launch of the campaign, the CupShup team shortlisted 60 Tea Vendors in Shivaji Nagar and BTM Layout (from 100+ Vendors under coverage) keeping Babajob’s target audience in mind


Campaign Highlights

! Objective: To reach out to the job-seekers in Bangalore and make them aware of the Babajob services

! Campaign: During the campaign, a total of 1.05 lac Babjob branded cups were distributed at 6o tea vendors in Shivaji Nagar and BTM Layout.

! Tea Stall Branding: Few selected Tea vendors were branded with Babjob posters and were provided Babajob branded t-shirts to gain maximum eyeball and exposure

! Outcome: The campaign resulted in an immediate bump in the number of job-seekers who were reaching out to Babajob and registering on Babajob.com. There was more than 100% Increase in terms of registration traffic during the campaign.

CupShup’s campaign for Babajob

Targeted Distribution - Zeroing InCampaign SummaryTotal Cups Distributed (phase I) 1.05 LacNo. of Days 6 days

No. of Tea Vendors targeted 60


The Design

14

“Kotak'Securities'was'keen'on'generating'leads'by'targeting'office'goers'and'saw'CupShup'as'a'unique'way'to'reach'out'to'this'segment.'We'were'very'happy'with'the'planning'and'execution'of'the'campaign'by'Cupshup.'Overall'for'us'it'was'a'good'way'to'build'brand'presence'on'ground”'

Pranav'RajeKotak'Securities

15

! Vendor Identification: Prior to a week of the launch of the campaign, the CupShup team shortlisted 28 offices in Andheri , BKC, Parel, Lower Parel, Worli and Fort(from 90+ offices under coverage) and 35 premium tea vendors nearby offices (from over 1500+ vendors under coverage) keeping Kotak’s target audience in mind


! Targeted distribution: From March-31, CupShup team started delivering cups to offices and tea vendors . CupShup also did targeted distribution e.g. a vendor nearby a reputed business park in Powai was selling 3,000 cups a day, 90% of that were target audience of Kotak Securities. CupShup provided 1,500 cups a day to that vendor

Campaign Highlights

! Objective: To increase brand awareness of Kotak Securities among the target audience (working professionals)

! Campaign: During the campaign, a total of 1 lac kotakbranded cups were distributed at 28 offices and 35 premium tea vendors nearby these offices

CupShup’s campaign for Kotak Securities

Targeted Distribution - Zeroing In

Campaign SummaryTotal Cups Distributed (phase I) 1 LacNo. of Days 25 days (All weekdays)

No. of Offices targeted 28 (Total 58,000 cups)

No. of Tea Vendors targeted 35 (Total 42,000 cups)

Survey Outcome95% Brand Recall 90% Offer Recall

The Design

16

17

“It's a different campaign altogether and we crave for innovation every moment. The campaign was meeting the customer segment we were targeting for our new product, Kaali Peeli in the platform. The experience has been really great in dealing with the team, pretty experienced folks in the team though new to the advertising industry. They are on their toes all the time, amazing attitude and sorted unlike any other agencies”

Nitesh PrakashSr. Manager – New initiatives

Ola Cabs

! Vendor Identification: Prior to a week of the launch of the campaign, the CupShup team shortlisted 160 premium tea vendors from over 450 vendors under coverage, keeping Ola’s target audience in mind

! CupShup’s commitment to ‘Swacch Bharat’. All tea vendors were provided dustbins a day prior to the delivery. 10 of these 160 tea vendors were disqualified on the day of delivery only because they were not using the dustbin provided

! Targeted distribution: The delivery of cups started on Nov-11 with 200 cups being provided to each tea vendor. CupShup also did targeted distribution. For example, a vendor in a mall of the city was selling 5000 cups a day, 90% of that were target audience of Ola. CupShup provided 2000 cups a day to such vendors

Campaign Highlights

! Objective: Launch of Ola’s new platform for booking Kaali-Peeli Taxi

! Campaign: A total of 5 lacs Ola branded cups were distributed at several premium tea locations across Prabhadevi, Lower Parel, Parel, Bombay Central, Church Gate, Worli, Grant Road, Andheri/Chakala, Chandiwali/Powai, Bandra/BKC/Mahim

! Accessories: Ola branded trays and t-shirts were provided to a few select premium tea vendors in the business of delivering tea in nearby offices. Delivery boys wore the t-shirt and carried the tray to increase brand awareness

CupShup’s campaign for Ola Cabs’ Kaali-Peeli TaxisTargeted Distribution - Zeroing In

Campaign Summary

Total Cups Distributed 5 Lakhs

No. of Days 20 daysNo. of Tea Vendors targeted 150

Survey Outcome100% brand recall 70% offer recall

18