In-Depth Marketing Strategy of Dhani Services – With Detailed Overview

Updated on: Jul 30, 2022

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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 Business Review helped the students from this course present this analysis.

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We learned about the marketing approach of Puma, a truly fascinating brand, in our last post. The marketing strategy of Dhani services will be discussed in detail in this article.

The goal is to learn about Dhani services and get insight into them and its transition from being only an online pharmacy with its super app to having multiple products across different categories like household, baby care, personal care, groceries & many more.

As more people go digital, so has marketing. Marketing is an essential component of a company’s DNA that may make or break its success. If you’re interested in learning more about new-age digital marketing, IIDE’s Free MasterClass on Digital Marketing 101. This course, taught by our CEO and Founder, Karan Shah, is an excellent place to begin.

We will study the entire marketing strategy of Dhani Services by the end of this blog. Before we begin, let’s have a look at the company’s story, target audience, and digital presence.

Digital Marketing Academic Challenge 2024 - DMAC

About Dhani Services – Company Overview

Dhani is also known as Indiabulls Securities Limited was originally incorporated in India in 1995, its headquarters are located in Gurgaon, Haryana. Dhani is a capital market company that deals in an extensive range of products and services including Dhani’s flagship product, the OneFreedom Card, which offers a credit limit from ₹10,000 to ₹5 lacs at a nominal monthly fee to help customers manage all their financial needs daily. 

Dhani also operates an online store through which customers can get their hands on all daily need items including Personal Care, Kitchen Care, Baby & Mother Care, Stationery, and Healthcare. Another firm Dhani Stocks offers other financial services including investing, trading, and growing their wealth through smart stockbroking solutions.

The company also deals in the health care segment which includes door-step delivery of medical products and supplements that are affordable and exclusively available in the Dhani store. Since its inception, Dhani has grown immensely in every area and today the Dhani family strength is around 10000+ and those people are dedicated to creating a legacy for Dhani as India’s favourite healthcare & financial service provider.

 

Quick Stats on Dhani Services
CEO Sameer Gehlaut
Area Served India
Industry Finance
Market Share/ Revenue Rs 44.54 Cr
Vision Help fulfil the dreams and aspirations of fellow Indians, no matter how much they earn, what they have, or where they live.
Tagline Dhani oneFreedom

 

Marketing Strategy of Dhani services

Let’s take a look at Dhani Services’ marketing plan. And how Dhani Services handles the marketing effort, among other things.

Segmentation, Targeting, and Positioning

The target audience is mainly millennials from 18-60 years of age. This is the age where people require financial and healthcare services. Dhani makes sure all the needs of its customers are fulfilled.

Customers can purchase all everyday necessities from Dhani’s online store, including stationery, healthcare, baby and mother care, personal care products, and kitchenware. Dhani Stocks, another business, gives customers additional financial services such as trading, investing, and wealth-building stockbroking strategies.

Dhani offers primary healthcare access to customers via live video chats with doctors. Within 15 seconds, customers can gain access to primary medical care 24 hours a day, seven days a week through the app. Unbranded drugs are sent at a 50% discount to supplement doctor consultations and prescriptions. Customers can get branded medicines delivered to their homes at a 25% discount through E-pharmacy. 

Also, Dhani aims to target this segment by providing transaction power via Dhani Cards which are issued instantly. In addition, Buy-now-pay-later (BNPL) service is also provided.

Marketing Campaigns

Marketing Strategy of Dhani Services - Campaign 1

Dhani launched its new campaign with Ayushmann Khurrana. Leo Burnett Orchard conceptualised and developed the campaign. According to Pravin Sutar, head of creative at Leo Burnett Orchard, Ayushmann Khurrana’s ability to connect with people of all ages, genders, and financial levels made him the ideal individual to deliver this message.

This TV commercial took a playful approach, demonstrating how the Onefreedom card of Dhani can solve the variety of challenges that people face daily. It establishes the option of deferring payment rather than altering one’s intentions.

Marketing Strategy of Dhani Services - Campaign 2

Another Campaign held on the 8th season of the Vivo PKL by the Dhani services was for the kabaddi fans. This campaign was in association with the Pro Kabaddi League’s Strategic timeout. Dhani is India’s most popular super-app, and its main financial service, the ‘OneFreedom Card,’ allows clients to take a ‘timeout’ from making complete payments by breaking them into three parts. The 90-second Strategic Timeout complements Dhani’s offer of offering their OneFreedom Card to clients in under two minutes.

The only reason for this collaboration was to get the audience of PKL to download the Dhani super app and make them use the OneFreedom Card.

Marketing Strategy of Dhani Services - Campaign 3

This campaign was started during the times of covid. Dhani transitioned from being a financial services app to a consumer business app offering “healthcare & financial services” to best meet the needs of their everyday customers.

This was their first ad campaign #AapkaPersonalDoctor! Aapka personal Dhani doctor is just 10 seconds away from all your healthcare needs. Using the app the customer from the comfort of their home can book a counselling session with the doctors and also get discounts on their prescribed medicines.


Social Media Marketing

Dhani is active on its social media platforms like LinkedIn, and Twitter. Dhani has 53.8k followers on its LinkedIn and 12.6k on its Twitter handle. LinkedIn is a more professional social networking platform that excludes young kids because the majority of them do not have LinkedIn accounts. Posts on LinkedIn are mainly professional and about the campaigns, whereas Twitter is used for replying to customers and taking care of their needs. 


SEO Strategies

Marketing Strategy of Dhani Services - SEO

As per SEO ranking, it is said that the Number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. As we can see that www.dhani.com has 179,840 organic keywords and it’s considered amazing. That means the digital marketing of Dhani services is gaining a good number of insights. 

Also, the traffic per month is around 344k+ which is known as good. Hence, we can say that most of its traffic comes from searches made online. 

This demonstrates that Dhani is fuelled by a flawless SEO approach as well as a commitment to working hard enough to keep the brand above Google’s organic SERP results.


Influencer Marketing

Dhani has collaborated with many influencers, such as R Madhavan and many TV actors about the #DhaniAapkeSaath initiative. Under this initiative, Dhani was distributing 25 lakhs of initial COVID Care Health Kits absolutely free! With the help of many such influencers, this initiative gained more popularity via their fan following. 


Ecommerce Strategies

Marketing Strategy of Dhani Services - e-com

Talking about the e-commerce strategy Dhani services has its website from where they sell 35000+ products across different categories. Its e-commerce site also provides special discounts to its consumers. 


Mobile Apps

Marketing Strategy of Dhani Services - Mobile App

Dhani also has its mobile app available for shopping for different products under the same app. The app offers a pay later feature with a OneFreedom card and 2% cashback with a free cashback card. The app is available for download on both Google Play and Apple App Stores. It has 50M+ downloads on the google play store and has a rating of 3.5 / 5.

 

Content Marketing Strategies

Dhani is very active on Twitter and very quick in replying to their consumers. The only source for posting their campaigns and promotions is LinkedIn. They also release press releases regarding their securities and financial status through a range of media, like The Economic Times.

 

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

Digital Marketing Academic Challenge 2024 - DMAC

Conclusion – What’s Unique in Dhani Services Marketing?

While talking about Dhani’s marketing strategy, we saw that Dhani is trying hard to get the consumers to buy their products and financial services provided by them. They still need to work hard on their social media marketing and promote their products more and more, as they compete with Amazon, Flipkart, and many such shopping apps. Dhani is still trying to evolve and grow in the digital sector. However, their SEO strategies are pretty good as they have a good number of organic searches and monthly traffic. 

Digital marketing is crucial since it links a company with its clients when they are online and is effective across all sectors. It links businesses with ideal consumers through SEO and PPC on Google, social media marketing, and email marketing. If you would like to learn more and develop skills, check out IIDE’s 4-Month Digital Marketing Course to learn more.

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 Dhani Services has given you a good insight into the company’s marketing strategies.

If you like such in-depth analysis of companies just like the marketing strategy of Dhani Services check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of Dhani Services, and do share your thoughts on this case study marketing strategy of Dhani Services in the comments section below.

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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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