Marketing Management and Digital Communication: Big Basket Analysis

This report examines the marketing management and digital communication strategies of Big Basket, an online grocery store. It begins with an executive summary outlining the assessment's aim: to enhance Big Basket's brand value and customer experience. The report provides a detailed overview of Big Basket's services, target customers, and value proposition compared to competitors like Amazon and Grofers. It delves into research methods, including market segmentation, customer value analysis, and competitive analysis. The report proposes a marketing promotion plan, including digital communication strategies to address challenges such as increasing competition and financial losses. It also outlines a value proposition, emphasizing convenience and speed of delivery. The report concludes with recommendations for Big Basket to strengthen its market position and improve customer satisfaction.

Running head: MARKETING MANAGEMENT AND DIGITAL COMMUNICATION
Marketing Management and Digital Communication
Name of the Student:
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1MARKETING MANAGEMENT AND DIGITAL COMMUNICATION
Executive Summary
The aim of the assessment is to develop and deliver a better value for the online grocery store for
Big Basket. Big Basket is considered as one of the largest online grocery stores that aim towards
delivery the grocery items at the doorsteps of the customers. Big Basket has been able to attract
the market by providing the opportunity for on-demand delivery for the target customers. It has
been seen that the grocery segment is still unexplored in spite of having huge scope. Several e-
commerce organizations such as Amazon and Flip kart have established them in electronics and
garments but not in the grocery segment. The aim of this assessment is to shed light on the key
points of the marketing plan that will help Big Basket to deliver and develop better brand value
to the target customers. Big Basket provides the wide range of products and online shopping for
the target customers that made grocery shopping convenient and fun for them. The company
provides flexible home delivery and on-time delivery for the customers. The company has
designed a user-friendly website that makes it easier and convenient for the target customers for
grocery shopping. As a result, the target customers are extremely satisfied with the products and
services provided by Big Basket that has helped in successful value positioning. Thus, when the
customers think of grocery shopping, they think of Big Basket automatically, as the company
believes in delivering superior customer shopping experience in terms of delivery time and
delivery quality.

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Table of Contents
Background......................................................................................................................................4
Aim..............................................................................................................................................4
Brief explanation of the service...................................................................................................4
Target customers..........................................................................................................................5
Value position compared to the competitors...............................................................................5
Justification for proposing a better value.....................................................................................6
Research methods............................................................................................................................6
Techniques for gathering and analysing information about the target market, customer value
and competitors............................................................................................................................6
Designing and communicating future value propositions for Big Basket...................................8
Current value analysis......................................................................................................................9
Marketing promotion plan.............................................................................................................10
Conclusion.....................................................................................................................................12
References......................................................................................................................................13

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Introduction
In today’s world, the number of business organizations in the same sector is increasing
rapidly that is leading to fierce and tough competition. Thus, attracting new customers as well as
making loyal customers is extremely difficult for the business organizations, as they have to
stand out from their competitors. The business organizations need to implement unique and
innovative business strategies to create an image in the eye of the target customers. Thus,
effective management of marketing is crucial for the business organization to penetrate the target
market and expand their business. Effective marketing management provides an opportunity for
the business organizations to create and develop interest about their products and services among
the customers by building strong customer relationships along with creating values for the
customers and themselves (Armstrong et al., 2015). The modern world has completely
digitalized due to the extensive use of technology in daily life. Thus, communicating with the
target customers digitally ensures effective results for the business organizations.
Communicating with the target customers provides an opportunity for the business organizations
to keep them updated and ensure constant communication thereby, keeping track of the customer
needs and demands and aiming towards fulfilling them (Hollensen, 2015).
This report introduces about marketing management and digital communication about
Big Basket, an online grocery store that aims towards preparing a marketing promotion plan
including digital communications in order to deliver and communicate better values to the target
customers. The report also discusses the current value of Big Basket along with designing the
future value propositions of the service provided by the company.

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Background
Aim
The aim of the assessment is to develop and deliver a better value for the online grocery
store for Big Basket. Big Basket is considered as one of the largest online grocery stores that aim
towards delivery the grocery items at the doorsteps of the customers. Big Basket has been able to
attract the market by providing the opportunity for on-demand delivery for the target customers.
It has been seen that the grocery segment is still unexplored in spite of having huge scope.
Several e-commerce organizations such as Amazon and Flip kart have established them in
electronics and garments but not in the grocery segment. The aim of this assessment is to shed
light on the key points of the marketing plan that will help Big Basket to deliver and develop
better brand value to the target customers. The report suggests that online grocery shopping is
not prevalent among the general populations, as individuals prefer to touch and smell prior
grocery shopping. The target customers have average experience with Big Basket that has
restricted the sale of the online grocery. Thus, the company aim towards adding value to their
brand by enhancing their home delivery service of the grocery items. This is because home
delivery in grocery business plays a significant role in maximizing the sales.
Brief explanation of the service
Big Basket is one of the largest online grocery store in India that is aiming towards
developing their home delivery service of the grocery items. The company believes that delivery
grocery products at the doorsteps of the target customers highlight high quality service on time.
Grofers, Pepper Tap and Local Banya are the new entrants in the online grocery shopping that
are considered as major competitors for Big Basket (Dawes & Nenycz-Thiel, 2014). The new
entrants are using the business models like sourcing from the local grocery stores and delivering

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it to the customers. This provides an opportunity for business expansion, as both time and money
are saved. However, Pepper Tap and Grofers are losing business and customer, as they are highly
dependent on their local partners to deliver the products to the customers. As a result, Grofers
and Pepper Tap have lost control over product delivery, as they have to rely on local partners for
delivering the products (Pozzi, 2013). According to report, it has been seen that the sales of Big
basket has jumped 231% from Rs. 170 Crore to Rs. 563 Crore in financial year. The company
has also raised the funding of US $150 million by from an UAE based group. However, on the
contrary, the company has encountered loss due to increased mobile investments and corporate
costs ("ETtech.com", 2018). Thus, digital communication and marketing needs to be used by Big
Basket for overcoming the loss.
Target customers
Big Basket has targeted the customers wisely and carefully. The online grocery store has
selected the population of the metropolitan cities as their target customers (Cross, Belich &
Ruelius, 2015). This is because the individuals in the metropolitan city live a fast-paced life that
has less or no time to visit grocery stores. Additionally, visiting the grocery store physically
comes with additional issues such as parking, roaming in the grocery store with trolleys and
standing in the long queue for payment and checkout (Canhoto, Clark & Fennemore, 2013).
Thus, Big Basket aims towards providing convenient online grocery shopping to the populations
in metropolitan cities such as Pune, Delhi, Chennai, Mumbai and Bangalore. This is because the
aforementioned cities are crowded with working population and online grocery shopping will
provide them the option of convenient shopping.

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Value position compared to the competitors
The value position of Big Basket highlights them as the major competitor in the online
grocery store. This is because the company emphasizes on fulfilling the needs and demands of
the customers by implementing technological advancements along with strong inventory. The
use of strong inventory has provided an opportunity for Big Basket to gain competitive
advantage from its competitors and sustain in the market (D. Newton et al., 2013). However, on
the contrary, in spite of holding the top position in the market, Big Basket is encountering issues
in conducting efficient home delivery of the online groceries.
Justification for proposing a better value
Big Basket needs to ensure and add better value to its brand as it is operating in a highly
fierce and competitive market that is dominated by previously existing online shops. Big Basket
needs to consider that its key competitor Amazon is also entering the online grocery shopping,
develop, and deliver efficient methods of providing grocery elements to the customers in the
metropolitan cities.
Research methods
Techniques for gathering and analysing information about the target market, customer
value and competitors
In order to ensure sales maximizations, it is essential for the business organizations to
group the potential buyers within a market and profile them. According to Wilkinson (2013), the
range of variables determines the concept of market segmentation that influences the market
tendencies and characteristics. Segmentation, targeting and positioning help in analysing and
gathering relevant information about the target market. Market segmentation will provide an

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opportunity to Big Basket to divide the entire market into different customer segments based on
their needs and demands. On the other hand, targeting will allow Big Basket to determine the
potential customers the company will emphasize on in order to sell their products. As a result,
Big Basket will be able to develop online grocery shopping facilities based on the target
customers in the market (Li et al., 2013). Thus, both market segmentation and targeting are
equally important and most effective in gathering and analysing information about the target
market thereby, positioning the brand value of Big Basket in the mind of the target customers.
Desired and perceived values of the customers combine to form customer values. As
commented by Chiu et al. (2014), the desired value is defined as the desire of the customers from
the product whereas perceived value is defined as the benefit that the customer received after
purchasing the product of availing the service. Thus, Big Basket can determine the desired and
perceived value of the customers by considering the feedback of the customers as well as
considering the results of the survey. Big Basket can conduct surveys for the customers in order
to know the needs and expectations of the company as well as considering the benefit the
customers have received after using the service. Thus, both surveys and customer feedback will
help Big Basket to gather and analyse information about the customer value of the target market.
As mentioned by He, Zha and Li (2013), the continuous competitive analysis is essential
for the business organization in order to identify and analyse the strategies used by the
competitors in the same market sector. This provides an opportunity for the business
organizations to determine their own strengths and weakness compared to the competitors in the
market. Thus, competitive analysis is one of the most crucial parts of the marketing plan of the
company. As the online grocery shopping has previously existing companies such as Pepper Tap
and Grofers and Amazon entering the same market, it is essential for Big Basket to conduct

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competitive analysis in order to identify the potential competitors and analyse their marketing
strategies thereby, determining their strengths and weakness. This will provide an opportunity for
Big Basket to develop strategies accordingly and ensure effective marketing plan (Fleisher &
Bensoussan, 2015).
Designing and communicating future value propositions for Big Basket
The value proposition is the key factor that determines the unique and innovative way the
business organization implements to attract their target customers. As commented by
Osterwalder et al. (2014), the value proposition of the business organizations provides an
opportunity to create a unique image in the eye of the customers by solving their current
problems in terms of the service or the product.
The value proposition for Big Basket includes:
“Big Basket – The smartest and fastest way to get deliveries at doorsteps”
The motto of the company will be “Tap the app and get the delivery at doorstep”
Big Basket tends to highlight everything that customers do not prefer about grocery shopping
thereby, pointing out their superiority in the market. The key features of the value proposition
include:
 One tap and the customer selects the items and the delivery address
 The driver knows exactly where to go
 Payment is both with cash and cashless.

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Figure 1: Big Basket’s value proposition model
(Source: Author)
The uniqueness of Big Basket's value proposition model is that the company has not
collaborated with the local partners in order to deliver the grocery at the doorsteps of the
customers. Rather, Big Basket takes the order and delivers them directly to the doorsteps of the
customers thereby, making their service more reliable and on time (Bocken et al., 2013).
Current value analysis
Currently, Big Basket has a high customer perceived value, as the company has
successfully addressed the issue of the target customers and aim towards solving it. According to
the perceived value of the target customers of Big Basket, the target customers are extremely
satisfied with the range of products and services (Shorrocks, 2013).
This is because Big Basket provides the opportunity for convenient shopping for the
target customers, as the company saves time and harassment of the customers while shopping.
The target customers of Big Basket in the metropolitan city lead a fast-paced life that makes it
difficult for them to take out the tie for grocery shopping. With the service and wide range of
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products provided by Big Basket, the target customers are able to avoid stress such as parking,
carrying heavy loads and standing in the long queue. Big Basket provides the opportunity for the
target customers shop the wide range of grocery products with just one tap. Additionally, Big
Basket provides an opportunity for the target customers to free delivery of the products at the
doorsteps along with the flexible timing of delivery (Box et al., 2015).
Big Basket has positioned their products and services widely in the mind of the
customers. This is due to the effective and uninterrupted service provided by the company for the
target customers. The wide range of products and online shopping service has positioned Big
Basket in the mind of the target customers. Thus, whenever the customers think of grocery
shopping, Big Basket is the first thing that comes to their mind, as the company has been able t
solve different issues encountered by the customers while grocery shopping.
However, one of the major disadvantages of Big Basket is the quality of the product upon
delivery. As the products ordered by the customers are delivered to the customers directly from
the warehouse, there are instances when the products are damaged. As a result, the customers
have to return it and wait for the fresh product. The competitors use this disadvantage of Big
Basket wisely, as they deliver undamaged products at the first time.
Marketing promotion plan
Marketing promotional plan is an essential aspect that provides an opportunity for the
business organization to attract the customers and stand out from the competitors.
Product or Service: Big Basket will provide the wide range of products in their online
grocery service for the target customer (Supovitz, 2013). The products offered by Big Basket
include grocery, branded food products, fruit, vegetables, personal care, beverages, meat, bread,

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dairy and egg. The services provided by Big Basket on the wide range of products provides an
opportunity for online shopping according to the convenience at their doorsteps without being
troubled due to car parking, standing in the check out queue and carrying heavy shopping bags.
Price: Big Basket plans to implement the bundle-pricing strategy for their online grocery
shopping. According to this pricing strategy, the business organizations sell a set of products at a
comparatively lower price than they would charge if the product were brought separately
(Letham, Sun & Sheopuri, 2014). As Big Basket is an online grocery store that offers the wide
range of products that individuals need in bulk amount for their daily use, the bundle pricing
strategy is the most appropriate one implemented by them. Thus, the potential customers of Big
Basket will be able to buy their grocery items at the comparatively lower price if they would buy
the products separately. Additionally, the bundle-pricing strategy will also allow Big Basket to
sell their less preferred products along with their preferred products easily thereby, increasing the
sales.
Place: In order to stand out in terms of the products and services, Big Basket has ensured
uninterrupted online grocery shopping for the target customers. The target customers would look
for the product online, as Big Basket will operate only online. Therefore, the target customers
will have to access the official website and place orders for home delivery. Big Basket plans to
develop a user-friendly website that will guide the target customers to the appropriate places for
grocery shopping (Armstrong et al., 2014). Once the order is placed, Big Basket will receive the
order and collect the order of the customers from the warehouse. Then from the warehouse, the
products ordered by the customers online are delivered at the doorsteps on time.