Paani Lao:

Connecting Hyderabad Homes to Water in Just 1 Tap!

 

Introduction:

This case study examines the marketing strategy of a prominent best drinking delivery app to connect a water delivery provider agent to an end user who needs water, a year significantly impacted by the demonization days in 2017 of the pandemic.

Objective

The company aimed to achieve a Return on Investment (ROI) target of 10% during the during the demonetization days of 2017. The primary goals were to:

1. Increase the vendor counts through online advertising with revenue.
2. Stand out in a highly competitive online market.
3. Capture customer attention early whenever they book a water can from home to avoid losing sales during busy working hours.
4. Leverage insights from market trends, customer behavior, and competitor strategies to inform their campaign.
5. To target the audience on each location areas of liberal people staying in Hyderabad, the Paani Lao app can  meet the requirements of a business owner

Challenge

The key challenges faced by the company included:

1. High Competition: The branded drinking water company itself does aggressive marketing and high spending from all brands, making it difficult to stand out.
2. Expensive Keywords: The cost of bidding on popular search terms was significantly high, impacting the ROI.
3. Pandemic Impact: With the shift to online shopping due to the demonetization, there was an increased pressure to perform well in the currency shortage.
4. Stock Maintenance: Ensuring adequate stock levels to meet the anticipated high demand during the sales period.

Solution

The company developed a unique and proactive strategy to address these challenges:

1. Exclusive commission for non-brand water provider vendors:

• Launched ratings-wise silver, gold, and platinum, offering exclusive benefits and early access to deals.
• Aimed to capture customer interest before the other brand water provider is visible to a customer, reducing competition and increasing visibility.

1. Data-Driven Approach:

• Utilized market, competitor, and industry insights to shape the campaign.
• Focused on understanding customer behavior and preferences to tailor marketing efforts effectively.
• Through local SEO implementation in the location of areas in Hyderabad, we easily got the organic queries and calls to help us to generate sales.

1. Customer Engagement:

• Implemented SEO-technique-compliant customer profiling to enhance targeting and personalization.
• Focused on mid-funnel events to drive engagement and conversions before the season changed from summer.

1. Optimized marketing spend equally on traditional and digital marketing.

• Allocated budgets on advertising strategically to maximize ROI.
• Integrated data insights into optimization processes to ensure efficient use of resources.

Results

The strategic approach led to impressive results:

• ROI: Achieved 10%, 60% over the target.
• Revenue: Increased by 10%.
• Orders: Increased by 60%.

 

Conclusion

The company’s ILM Infosoft “Paani Lao App” vendor ratings commission strategy proved to be highly effective in achieving its objectives. By capturing customer attention early, leveraging data insights, and focusing on strategic engagement, the company was able to significantly boost its ROI, revenue, and order volumes. This case study highlights the importance of innovative strategies and robust value engagement frameworks in achieving outstanding marketing outcomes during competitive periods like Summer Days.