KiranaKart - Social Beat

Client brief

Kiranakart is a Mumbai Based Startup. They launched their hyperlocal delivery App for groceries in February 2021. Consumers can get groceries delivered from the neighbourhood Kirana stores by placing orders on the app. In an ocean of grocery-related startups, the brand wanted to differentiate itself and gain a competitive advantage with its communication strategy. The idea was to be present at all essential touchpoints of Consumers with the right message.

Services

Market Research
and Consumer
Insights

Objective

To chart out the existing customer journey for buying groceries
Identify pain-points and need gaps between customers' needs and available services
A strong USP that needs to be a communication focus point

Objective

To chart out the existing customer journey for buying groceries
Identify pain-points and need gaps between customers' needs and available services
A strong USP that needs to be a communication focus point

Methodology

We conducted qualitative research by carrying out telephonic interviews with 25 consumers belonging to a mix of demography. The recruits also belonged to different areas of Mumbai.
We had an in-depth discussion with them about their grocery purchase behaviour, challenges faced to identify needs and pain points and communication hooks.

Methodology

We conducted qualitative research by carrying out telephonic interviews with 25 consumers belonging to a mix of demography. The recruits also belonged to different areas of Mumbai.
We had an in-depth discussion with them about their grocery purchase behaviour, challenges faced to identify needs and pain points and communication hooks.

Execution

After analyzing the data, we understood that Grocery shopping is not a one-way street. The channel mix consists of both offline and online. The usage ratio of the online vs offline channels varies as per the age group of our consumers. Our team gave recommendations for the following aspects.

Overall
Positioning

Communication Strategy
for Digital media

App design
recommendations

The recommendations were implemented in the outgoing communications during and post-launch of the app.