Exclusive Marketing Strategy of Dunzo – With STP Analysis & Campaigns

About Dunzo –

Source – Wikimedia Commons

In major cities, popular Indian company Dunzo delivers food and other needs, fresh produce and meat, pet supplies, food, and medications. Additionally, it offers a different service for picking up and delivering packages inside the same city.

Eight Indian cities, including Bangalore, Delhi, Gurgaon, Pune, Chennai, Jaipur, Mumbai, and Hyderabad, currently provide Dunzo’s delivery services. In Gurgaon, the business also runs a bike taxi service. Ankur Agarwal, Dalvir Suri, Mukund Jha, and Kabeer Biswas created Dunzo in 2014; the company has its headquarters there.

The University of Mumbai alumni Kabeer Biswas founded Dunzo in July 2014. Prior to Dunzo, Kabeer developed a business called Hoppr, which Hike purchased in 2014. Dunzo began as a small WhatsApp group before evolving into an app-based, hyperlocal service.

In May 2020, in accordance with PepsiCo’s “Direct-to-Customer” mission, Dunzo teamed with FMCG giant PepsiCo to deliver its snack brands, including Lay’s and Kurkure, to customers’ doorsteps in Bengaluru during the lockdown caused by the Covid-19 pandemic in India.

In the same month, it also teamed up with the digital payment provider Google Pay to offer a variety of services, including pickup and drop-off, bike sharing, and the delivery of groceries and medications.

Quick Stats 

Marketing Strategy of Dunzo –

Marketing strategy consists of various factors and Dunzo uses all types of marketing widely for its benefits. So let’s look at them one by one in detail. Let’s start the marketing strategy of Dunzo with its STP Analysis.

Segmentation, Targeting and Positioning

Segmentation – Because Dunzo is positioned as a platform for consumer services, it provides a variety of services including package delivery, pick-up and drop-off services, grocery or laundry delivery, local courier services, medicine delivery, meat and fish supply, and online restaurant ordering.

Targeting – Anyone who utilises a mobile device is the target market for Dunzo. This will establish a platform that can be used by people of all ages.

Positioning – Dunzo can change the way you shop, move things around, and access your city.

Speaking of STP, explore the insightful presentation on Dunzo’s 360° Ads Strategy crafted by the learners at IIDE. Developed as part of their assignments in the Post Graduation in Digital Marketing programme, it showcases their strategic thinking and creativity, reflecting the practical & hands-on learning approach of the course.

Marketing Campaigns

• “Fridgesh Coolkarni” Campaign

During the campaign’s pre-launch phase, hoardings at strategic places in major cities and print advertisements in prestigious newspapers paid tribute to the late “Fridgesh Coolkarni.” The campaign, which first debuted in print and digital advertisements, has just debuted on TV and Hotstar and explains what caused the fridge to break.

On social media, the Tamil and Hindi versions of the campaign were well received. Famous cricketers like Virender Sehwag and Harbhajan Singh tweeted support for the initiative.

A crowd of people assembled to lament the demise of the refrigerator in the first promotional video. In response to the question “#KaiseHua,” the video says “Dunzo Daily Hua.”

• “Don’t Make Women Say It – #NariWithSign” Campaign

Online delivery service Dunzo has launched a campaign called “Don’t Make Women Say It – #NariWithSign” to raise awareness of the misconceptions that women encounter on a daily basis. Dunzo’s campaign aims to expose “unspoken assumptions and prejudices about women permeating the moral and cultural climate of our times.”

It was inspired by the hugely popular Instagram page “Dude With Sign,” where users hold up postcards with single-line protests ranging from “Stop replying-all to company-wide emails” to “Seinfeld is way better than Friends.”

• #PropahLady Campaign

Kicking off the collaboration with the #PropahLady campaign, which celebrates the shift from women being told what to do, to them writing their own rules, this curated collection by PUMA will be available on Dunzo starting Thursday, October 21st, 2019, across Bangalore, Chennai, Pune, Hyderabad and Delhi. 

“Being accessible to our consumers across all touchpoints is key to elevating the overall shopping experience. PUMA is the first sports brand to partner with Dunzo and we’re thrilled to see a growing number of our consumers enjoy the ease of shopping online with the added convenience of on-demand delivery,” says Abhishek Ganguly, MD, PUMA India

Social Media Marketing

• Instagram – 103K
• Facebook – 151K
• LinkedIn – 272K
• Twitter – 23K
• Youtube – 30.5K 

Dunzo has the most followers on LinkedIn. They usually post promotional content which includes memes and Bollywood campaigns to stay connected with their audience.

SEO Strategies

Source – UberSuggest

As per the SEO Standards, keywords less than 500 is bad, more than 1000 are good, and more than 10,000 is amazing as seen dunzo has around 466K+ organic keywords which are remarkable. As for monthly traffic, more than 20,000 is amazing. Dunzo has 1.2M monthly visits which are grand. This shows that Dunzo has a great and impressive SEO Strategy and its result are seen clearly in the above image.

Influencer Marketing

To promote the debut of Dunzo Daily in Chennai, Dunzo has chosen playback singer and actress Sivaangi Krishnakumar as the face of their brand campaign. In the most recent Dunzo commercial, Sivaangi portrays a resident of Chennai who is telling an ex-pat about all that Chennai has to offer. Then she describes “Dunzo Daily” as the newest publication to join the city.

Puneet Rajkumar, Sunny Deol and Karishma Kapoor are some of the know names that are stared in dunzo ads.

E-commerce Strategies

Dunzo offers online shopping options on its official website. You can select your region and see the stores near you and you can select the products and add them to the cart and buy the products online at your convenience. They also have a mobile app that offers the same services. Being in the digital world and having such e-commerce strategies help in keeping the customers intact.

Mobile Apps

Dunzo has a mobile app on the google play store which helps with online shopping. This app has 4.6 ratings and 1Cr+ downloads. This shows that the dunzo mobile app is widely used and accepted by its audience. The ratings show that dunzo has all the features on its app and is easy to use for its customers.

Content Marketing Strategy

For content marketing, Dunzo uses social media and makes ads on References from Bollywood Memes and more to keep its audience entertained and engaged with the brand.

Dunzo advertising has created a comic method of interaction called “Dunya Ki Duniya” that centres on the daily activities of a figure named “Dunya.” This is a cute and unique method to promote the company and its products.

This brings us to the end of the Marketing Strategy of Dunzo.

What’s unique about the marketing strategy of Dunzo?

Dunzo plans and uses its marketing strategy wisely to keep its audience entertained and connected to them. They simply target each and every person using mobile phones and hence it widens their target audience. They use various memes, Bollywood references and known faces to promote their services.

With this, they have created a unique space in the minds of their audience as they become more relatable to the audiences. They have remarkable social media and SEO strategies.

They also offer an online shopping option on their website which makes it convenient for their audience to use their services.

This highlights the increasing market importance of digital marketing, which is why businesses are looking for digital marketers. The demand for digital marketing has increased as a result.

Check out IIDE’s Online Digital Marketing Courses and Post Graduation Program to upskill if you’re interested in learning the subject. One of the main benefits of choosing this course is how convenient it is to choose an online option if you have four months to learn and a postgraduate programme if you have about a year.

The company has outperformed its rivals, and the main factor in its success is its fantastic marketing initiatives that highlight the brand to customers.

One of the key foundational elements of any organisation is marketing, which is currently undergoing fast transformation. Learning about the expanding sector of digital marketing is crucial given its growing relevance.

In conclusion, the marketing strategy of Dunzo is excellent.

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