Marketing Strategy of Bijnis: India’s Largest Footwear Brand

Marketing Strategy of Bijnis

Let’s discuss the marketing strategy of Bijnis and how Bijnis carries out the marketing campaign, etc.

Segmentation, Targeting, and Positioning

Segmentation

Bijnis has divided its customer base into different segments based on the following variables – geographics, demographics, and psychographics. 

Targeting

Bijnis employs a targeted marketing strategy that is differentiated. With its many sorts of sectors, offerings, and services, Bijnis Company has covered the whole shoe market. Bijnis is ready to meet any footwear need through its wide range of footwear. 

If upper-class, high-income individuals desire a luxurious shoe, Bijnis can meet their needs. If a lower-class, low-income person only needs a shoe to cover their feet, Bijnis provides a solution for them as well.

Positioning

Bijnis is positioned as an affordable superior quality, soft, attractive, and fashionable brand.

Marketing Campaigns

Bijnis had launched a marketing campaign between 16 – 21 April in which the company was providing discounts on products by the top 5 factories listed in the Bijnis application. It was a Maha Festival Mela EID Specially designed in which customers were getting up to 12% discount from top factories + 5% extra on prepaid orders. Though the campaign failed in achieving its purpose and it barely got 33-35 likes on posts related to this marketing campaign.

Other than this only campaign, Bijnis have never done any other marketing campaign. Bijnis is relatively active on social media platforms where it promotes the products of its factory and manufacturing partners.

Social Media Marketing

Bijnis is active on social media like Instagram, LinkedIn, and Facebook.  

It has a maximum Facebook following of 20,219 people and a larger LinkedIn following than Instagram. LinkedIn is a more professional social media platform, and retailers who did not have LinkedIn accounts were excluded. The posts are mostly promotional of manufactured products, festive wishes, an overview of the factory’s owners, free shipping posts, discounts and offers etc.

The posts on Instagram are about the launch of manufacturers’ new products. Similar posts are posted on Bijni’s LinkedIn and Facebook handles. Instagram has more than 6,500 followers and LinkedIn 9.5K+.

SEO Strategies

According to SEO rankings, the number of keywords is bad, above 1000 is good, and 10,000+ is amazing. As can be seen, https://www.bijnis.com/  has 5085 organic keywords and is regarded as good. As a result, digital marketing gains insight. insight.

Also, the monthly traffic is around 90k+, which is considered average. As a result, Bijnis working well on SEO strategies and working hard to keep the brand visible in Google organic SERP results.

Influencer Marketing

The process of identifying, engaging, and supporting individuals who initiate conversations with a brand’s customers is known as influencer marketing. It is a growing trend used in public relations campaigns. In recent years, this strategy has become increasingly focused on social media, allowing brands to market through social media influencers. Influencer marketing will also be a big trend in 2022 and beyond.

Influencer marketing, which mixes brands and influencers working together, maybe a strong strategy that may help businesses develop. It is a marketing approach that’s been employed successfully by thousands of organisations and brands for over a decade and is still growing.

Bijnis doesn’t conduct any kind of influencer marketing. Bijnis should get involved in influencer marketing to increase its reach among adults and youngsters. 

E-commerce Strategies

In talking regarding Bijins on eCommerce strategies provided on websites, the portal sells the product at a high discount, and people like to shop on it. B2B startups in commerce and Logitech were some of the sectors that showed growth during the Covid-19 pandemic. Most recently, JustDial entered the wholesale B2B wholesale space with JD Mart. Other big players such as Udaan, Flipkart, Amazon, and Ajio are also in the B2B fray.

Mobile Apps

The company has an app named Bijnis – Order from Factories where one can buy fashion products in bulk for their retail shop directly from factories. Factories from pan India are on the Bijnis app and retailers can buy clothing and accessories products wholesale directly from factories across India.

The app has more than 1M+ downloads with a star rating of 4.1. 

Another application name – Factory App – Grow Your Factory is for factory manufacturers who want to grow their business across India. The Bijnis factory application is for manufacturers who want to scale up their business in the easiest way possible. More than 500+ factories trust Bijnis. Factory manufacturers can take their factories digital – By starting with a digital ID card for their factory.

The app has more than 10k+ downloads with a star rating of 4.1.

Content Marketing Strategies

When it comes to the content marketing strategy of Bijnis. It does give attention to this part of marketing too. They have a newsletter, press releases section on the website, social media handles, and a youtube channel.

A bulk of their social media posts are just about their latest collection, shoe trends & topical posts utilizing trending and relatable topics.

This ends the elaborative marketing strategy of Bijnis. Let us conclude our learning below from the marketing strategy of Bijnis.

What’s unique in Bijnis’s marketing?

Companies have yet to learn how to fight their own battle by winning over their customers through better marketing efforts, despite increasing competition in a new vertical. In a rapidly changing world where digital marketing is crucial, being well-informed and knowledgeable is essential.

Bijnis is a digital platform that connects your factory to consumers in a significant digital way. We discovered that Bijnis has yet to establish strong brand recognition and customer trust.

With the growing importance of digital marketing, learning about the ever-changing field is a must. With the growing importance of digital marketing, learning about the ever-changing field is a must.

Check our Online Digital Marketing Course if you want to learn more and improve your marketing skills. Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing. 

We hope this blog on the marketing strategy of Bijnis has given you a good insight into the company’s marketing strategies.

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