In our previous case study, we learned in detail about the marketing strategy of a fascinating company, Brightcom Group. In this case study, we are going to explain the marketing strategy of Bikayi – the world’s largest e-commerce enabler.
Startups are the talk of the town nowadays. Bikayi is not the only e-commerce enabler, there is so much competition in this space. The E-commerce industry is going to see exponential growth in the coming years. We will help you gain insights into how Bikayi went from zero to becoming one of the world’s largest e-commerce enablers.
As things are getting digital, people want to buy everything online. That is the main reason why Digital Marketing becomes an essential part of any startup or business. Without Digital Marketing it will be hard to survive in the competitive market.
So, to stay ahead of your competitor’s marketing becomes essential. If you want to learn about new-age digital marketing, then check out the IIDE’s Free Masterclass on Digital Marketing 101 by our CEO and Founder, Karan Shah.
Before we get into the details of the Marketing Strategy of Bikayi, let’s get started by getting to know the story of Bikayi.
Bikayi was founded in 2019 by IIITians Sonakshi Nathani and Ashutosh Singla. They both studied at the Indian Institute of Information Technology, Hyderabad. The startup was founded in Hyderabad, Telangana. Sonakshi Nathani is the Co-founder and Chief Executive Officer (CEO) of Bikayi. Ashutosh Singla is the Co-founder and Chief Technology Officer (CTO) of Bikayi.
Bikayi is a B2B startup that helps small and medium-sized businesses scale up on digital platforms to reach a wider audience. Bikayi allows small and medium-sized businesses to quickly and simply turn their retail store into an online store, powered with all the necessary tools needed to manage e-commerce on Whatsapp.
In August 2020, the startup raised $2 Million in a seed funding round, led by Mantis Ventures, Y Combinator, Pioneer fund, and others. In September 2021, the startup raised $10.8 Million in Series-A funding round, led by Sequoia Capital India.
Bikayi is trusted by more than 40 lakh businesses. To date businesses with the help of Bikayi have managed to sell goods worth $200 million. Bikayi serves more than 15,000 pin codes.
|Market Share/ Revenue||Annual Revenue $5M – $10M|
|Vision||To empower every small business to win in the emerging online market.|
|Tagline||Simplifying e-commerce for everyone|
Marketing Strategy of Bikayi
Bikayi makes use of a variety of marketing methods. As Bikayi enables SMEs (Small Medium Enterprises) to enhance their business with the online store, they follow a mix of digital marketing strategies. Those marketing strategies include General Marketing, Content Marketing, Social Media Marketing, Performance Marketing, and Video Marketing.
One of the interesting Marketing strategies of Bikayi is using Meme Marketing. Bikayi uses memes to market its services to the potential consumer. Now let’s take a look at the Marketing Strategy of Bikayi.
Segmentation, Targeting, and Positioning
Today, most businesses use the STP (Segmentation, Targeting, Positioning) marketing model to effectively market the product. STP is one of the most commonly used marketing models by businesses.
Bikayi also applies the STP marketing model to reach its potential customers. Let’s see how Bikayi applies the STP marketing model.
- Segmentation – By using market segmentation, Bikayi identified its core market of offline local retail and wholesale shops in tier1, tier2, and tier3 cities. They identified that this market is not connected digitally with the people.
- Targeting – Bikayi uses a specific targeting strategy where they targeted startups, small enterprises, and medium enterprises that are based out of these cities. Bikayi targeted these customers to sell their products through its platform.
- Positioning – Small & Big companies are giving neck-to-neck competition to each other, due to which positioning for Bikayi becomes crucial. Bikayi has positioned itself as the one that is simplifying e-commerce for everyone.
Bikayi has undertaken various marketing campaigns since its founding year helping them increase its reach to customers and expand its market. Bikayi does most of its marketing campaigns on Social Media.
Now let’s take a look at its marketing campaign:
Tarakki wali Diwali Campaign –
This marketing campaign was launched during the Diwali festival. The theme of this campaign was to help its customers to grow their business. They also put up prizes for best sellers on their platform.
This marketing campaign was launched during the India tour of the Australia cricket tournament. The theme of this campaign was to onboard new customers on its platform. They gave free VIP subscriptions of its service to those who participated and won the quiz during the campaign.
Meme Marketing Campaign
Every small and big businesses make memes to engage with their audience and Bikayi is no exception to that. This marketing campaign was mainly focused to show the benefit of using Bikayi to grow the business. This was a successful meme marketing campaign made by Bikayi and it got enormous engagement.
Social Media Marketing
Bikayi has social media accounts on all the major social media platforms. Through its social media accounts, Bikayi provides information about its services. And Bikayi also promotes its services to acquire more customers.
Now let’s take a look at Bikayi’s social media accounts:
Facebook: Bikayi has 3,040 likes and 7,765 followers on Facebook.
Instagram: Bikayi has 12,000 followers on its Instagram page.
LinkedIn: Bikayi’s LinkedIn page is followed by 27,284 followers.
Youtube: Bikayi’s Youtube page has 7,000+ subscribers.
Twitter: On Twitter, Bikayi has a total of 420 followers.
Bikayi has 27,000+ followers on LinkedIn which is the highest across all its social media platforms. The content mostly provides information and updates about the services of Bikayi. They also post promotional activities on a time-to-time basis. They are active on all Social Media platforms. The content is mostly similar across all social media platforms.
SEO is still one of the most integral and cost-effective ways to market your products in the long run. These days most businesses have started investing more in SEO.
As per Ubersuggest data, Bikayi has done decently good work with SEO Strategy. Bikayi’s organic traffic is around 33,783 users per month, which is good. But Bikayi should have a look at its SEO strategy as its other competitors are way ahead in this aspect.
SEO strategy has no other alternative and Bikayi seems to lose the battle with its competitors. The data shows that its SEO strategy is good but they have to do better than this to beat the competition. They must improve to keep their brand at top of the Search Engine Page Results.
Influencer marketing is growing rapidly in the world right now. Influencers are becoming a tremendous asset to the marketing industry. Influencers have thousands of followers on social media which helps to reach a wider audience to promote the services.
Bikayi has utilised the influencer marketing strategy to expand its customer base. Bikayi has collaborated with many social media influencers to promote its services.
Bikayi collaborated with the influencers as a part of the #WhatsYourOnlineSpirit social media campaign. This campaign’s theme was ‘Achieve your dreams in the online world with Bikayi’. For this influencer marketing, they collaborated with fashion bloggers, freelance writers, and lifestyle bloggers to attract more customers.
They haven’t collaborated with any big celebrities as of now. But, if they collaborate with big celebrities like Bollywood actors or Indian cricket players, they will be able to grab some customers from their competitors.
Bikayi has its website where they offer its services to the customer in three categories – Basic plan, VIP plan, and Ultimate plan. Before the customer buys its service they provide them with a demo and free trial service. If anyone has any queries they can reach out to Bikayi through the Whatsapp popup provided on the website.
Bikayi has mentioned all the features they offer through its service. They provide value to their customers to enhance their experience. To establish authority and trust they have posted other customers’ reviews on its website.
Bikayi has its app on both the Google play store and Apple store with more than 50 lakh downloads. The app can be used to run an online store at your fingertips. The app contains all the features like a custom theme catalogue, delivery integration, and payment gateway.
Other features include Inventory Management, Google Analytics, and Business Reports. The Bikayi app has got 52,000+ reviews with an average of 4.6 ratings from its customers.
Content Marketing Strategies
Content Marketing plays an important role in marketing your product. Content marketing is a marketing strategy that includes creating valuable content to engage with your audience.
Bikayi also follows a good content marketing strategy. Bikayi helps its audience to learn about different types of marketing by posting blogs actively on its website. It also educates its customers about business aspects and taxation through its blogs.
The Co-founder and CEO of Bikayi, Sonakshi Nathani, hosts live streams to interact with their customers. Through these live sessions, she helps the customers navigate the online selling world and set up their online store.
Bikayi actively creates content for its social media followers. Bikayi through its content tries to familiarise its audience with its brand and increase its brand awareness. Through this content marketing strategy, its main focus is to help its customers to sell their products online with ease.
This ends our elaborative marketing strategy of Bikayi. Let us conclude our learning below from the marketing strategy of Bikayi.
What’s unique about Bikayi’s marketing strategy?
All of the above insights point out that Bikayi is helping small, and medium businesses to grow in this digital world. The marketing strategy of Bikayi is overall good but it must improve its marketing strategy to aggressively acquire more customers.
Bikayi should create more engaging marketing campaigns at regular intervals targeting its primary customers, which will create more brand awareness and build trust among its customers. Influencer marketing is growing very fastly and Bikayi should use it to collaborate with big celebrities apart from collaborating with social media influencers.
With the increasing importance of digital marketing, learning about the growing field is an important step. If you would like to learn more and develop skills, check out IIDE’s 4 Month Digital Marketing Course to learn more.
We hope this blog on the marketing strategy of Bikayi has given you a good insight into the company’s marketing strategies.
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