Exclusive Marketing Strategy of DealShare – With Detailed Explanation

Updated on: Jan 7, 2023
marketing strategy of dealshare - featured image

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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

Practical assignments, case studies & simulations from Harvard Business Review helped the students from this course present this analysis.

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In our previous article, we learnt in detail about the marketing strategy of a fascinating brand, Myntra. In this article, we will elaborate on the marketing strategy of DealShare.

The objective is to help you gain insights on the DealShare transition from being an online buying platform for multi-category consumer products to becoming one of the most recognised and respected brands in India.

The term marketing is a plan of action that every corporation does to advertise its brand. It is a supreme part of business triumph. As the world is advancing towards being digital, every industry must reach every individual. If you are keen to have a piece of proper marketing knowledge, then you must check out our Free Masterclass on Digital Marketing by the CEO and Founder of IIDE, Karan Shah

Now we will fully cover the marketing strategy of DealShare in this blog. Before we begin, let us start by getting knowledge of the company’s story, target audience and digital presence.

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About DealShare – 

marketing strategy of dealshare - dealshare logo

Source – www.dealshare.in

DealShare was founded on 5th September 2018 by Vineet Rao. He started an online buying platform for multi-category consumer products. DealShare is a fast-flourishing social e-commerce startup. Its mission is to target the new 500 Million customer users in non-metro as well as rural markets who haven’t shopped enough online and who are still not comfortable on other platforms.

DealShare makes it extremely easy for its consumer users to buy in a couple of clicks wherever and whenever. Additionally, it allows consumer users to buy and share deals with their friends and families. They also offer discounts depending on the number of consumers/people purchasing the products.

The project is around demand aggregation (C2B) of troop-market products using social virality, thereby significantly lessening operational costs. DealShare’s Product catalogue includes fruits & vegetables, grocery items, beauty & wellness, baby care products, fashion accessories, electronics and accessories, snacks, home decor, kitchen items etc.

The company’s operating status is active.DealShare’s headquarters is in Bangalore. Recently in January 2022, DealShare raises a $162,117,848 series from Alpha Wave Global, DF International Partners, Dragoneer Investment Group, Tiger Global Management, Twenty Nine Capital Partners and Unilever Ventures, and in February 2022, DealShare raises a $45,000,000 series E round from Abu Dhabi Investment Authority.DealShare’s revenue from operations expanded 312.3% to INR 236.8 Cr in FY-2021 from INR 57.4 Cr in the previous fiscal year.

Quick Stats –

CEO Vineet Rao
CMO Ratul Ghosh
Area Served 45 cities and more and 5 states in the country- India
Industry E-Commerce
Market Revenue INR 236.8 Cr in FY- 2021
Tagline Satisfy Your Hunger!


Marketing Strategy of DealShare –

Want to know how DealShare carries the Marketing Campaign, Content Marketing Strategies etc.!? So let’s dive deeply into the Marketing Strategy of DealShare!

Segmentation, Targeting and Positioning

A Market Segmentation strategy is a strategy where a company’s customer base is split into different lines that are demographic, geographic, behavioural and psychographic. 

Deal share has grouped people into these different segments.

  • They focused on all the youth age groups like the students who stay in hostels or rooms and are unable to cater for their daily needs due to busy schedules.
  • They focused on middle age group people and also retired people who do not tend to go to market because of their old age.
  • They first focused on the people living in metro cities as the usage of smartphones and technologies is high.

They targeted those people who do want to go out to the market to buy groceries but want everything they need at their doorstep.

When a consumer buys products together with friends and families, the company provides thrilling discounts along with free home delivery and cash-on-delivery offers.

This strategy mainly focuses on targeting potential customers for selling products. 

DealShare’s target consumers are middle and lower-income families, the largest section of consumers in India. They target all the segments by catering for their needs by providing all kinds of items to all the segments concerning their respective needs.

It is positioned as an Online grocery store and targets those people who face extreme difficulty to go to the market to do grocery shopping or don’t have the time to do so.

Marketing Campaigns

Deal Share does not launch marketing campaigns. But they do have various offers and discount coupons that you can use from the mobile app and official websites.

Marketing campaigns are planned and executed efforts to advance a company’s goal or objective, such as promoting a product, service, or brand as a whole via various forms of media such as television, radio, print, and online platforms. Marketing campaigns are meticulously planned, and activities are varied to achieve the best results.

Marketers must gather market information before launching a marketing campaign. They should be knowledgeable about their product, their customers, and their competitors in their niche. The goal is to ensure that the campaign reaches as many people as possible in the target society.

DailyShare should use more advertising marketing campaigns to promote its business due to the increasing competition in the e-commerce industry. Every company is trying their best to satisfy their customers with the best services and retain them. In this scenario interacting and connecting marketing campaigns helps a lot.

 Social Media Marketing

Deal share uses social platforms:

  • Instagram – 24.4K
  • Facebook – 7K+
  • LinkedIn – 102K
  • Twitter – 1K+

The social media platform named LinkedIn plays an important role in marketing the brand digitally as the brand has the maximum number of followers in it in comparison to Instagram and Twitter. The Instagram handle has followers of about 24k whereas on Twitter it has followers of about 1k followers.

The posts on the social media platforms contain mostly promotional content or other content related to the availability of new products along with discount offers.

SEO Strategies

marketing strategy of dealshare - ubersuggest seo screenshot

Source – UberSuggest

According to SEO ranking, it is said that the number of keywords – below 500 is bad, above 1000 is good, and above 10,000 is amazing.

As you can see the organic keywords of Deal share is 24K+ which is amazing. They also have an impressive number of monthly visits i.e 69K+ as according to ranking monthly traffic of more than 20K is amazing.

This means the digital marketing of Deal Share is gaining a good number of insights.

 Influencer Marketing

Deal share also made use of influencer marketing schemes to create buzz around the online grocery platform.

DealShare has been using its troop of 30,000 customers on WhatsApp to execute sales on the platform which energised them through buyback credit.

They also claimed that select resellers will be provided training to become local influencers to drive demand accumulation and will have the chance to make up to 2% of the total sales that they facilitate. DealShare plans to select these influencers from its existing pool of customers. It also plans to enrol influencers from other social marketing and social commerce platforms such as Meesho.

E-Commerce Strategies

Talking about the e-commerce strategies of Deal share, it has its website from where it sells its products with fascinating offers. Besides that, they also use high-quality photographs and informative product descriptions. They have also built marketing strategies which help them in deriving a huge number of customers.

Mobile Apps

They have an exciting mobile app named “Deal share: India’s No. 1 Grocery and Delivery App”. This app has 4.6 ratings and 1Cr+ downloads this shows that their customers are highly satisfied by the mobile app services.

This fetches the customers as they are offered with best deals and reasonable prices across groceries and other necessary categories. They cherish the customer needs by providing exclusive features and services in their mobile apps such as high-quality products, Pre-Sanitized products, free shipping, lowest prices, play games & win, regional language support, 24/7 dedicated customer service and whatnot. 

Customers get a chance to choose from 20000+ products which include ghee, oil, sugar, atta, household items, Indian snacks, fruits & vegetables, cleaning products and many more at better prices lower than wholesale prices.

Content Marketing Strategies

The best way to grab your customer’s attention towards your brand’s website for a longer period is by providing them with fascinating blogs, interesting videos and reviews to browse through. The only source of posting content is LinkedIn and Instagram. It runs ads on different platforms such as TV, newspapers, magazines and more. Blogs and video marketing are the sources they focus on creating content to engage website visitors. The content also signifies discounts and offers related to the products available.

This ends with the in-depth marketing strategy of DealShare.

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What’s Unique in the Marketing Strategy of DealShare?

DealShare is in the race of proving itself to be one of the best start-ups in terms of online grocery shopping. With its unhurried approach, it is competing with its competitors to become one of the best online grocery marketplaces. It focuses on being the epitome of trust and cares for all its customers.

The brand had a tough time as many customers complained about the User interface system of their online shopping website. The founders understood the problems of the customers through reviews and immediately planned to sort out the problem by investing funds in machine learning, AI and gamification of the app to make it more appealing for the customers to use and shop happily.

Another hurdle was at their doorstep as the brand suffered some uncertainty on the production side due to the supply chain crisis during the pandemic – COVID 19 where they were obliged to cut down the SKU count from 1200 to 250. But fortunately, the brand found its way to becoming successful as it gained massive popularity among the customers and demands kept winging.

The founders worked on the delivery of products and customer care services which kept their company functional. Digital marketing helped them in every prospect of their business activities and also aided them in clearing all the hurdles.

So if you want to learn this business-saving skill then we have the best options by IIDE for you at your convenience, one is 4-Months Digital Marketing Program and the other is an 11-Months Digital Marketing Program.

We hope you enjoyed reading the blog and have a clear understanding of the marketing strategy of DealShare. If you prefer reading such in-depth analyses of businesses, like the one we recently had on the marketing strategy of DealShare, you need to have a quick look at our IIDE Knowledge portal for some more engrossing case studies.

Thank you for being impatient to read the blog on the marketing strategy of DealShare. Please feel free to quote down all your thoughts and queries in the comments section below. Happy reading!!

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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