Upmarket Repositioning for Premium Grocery Delivery Service
Marcel Lupei
Objective: To reposition our grocery delivery service to target a higher-value market segment, specifically older Emirati women, to increase average basket size and attract premium FMCG partners.
Strategy Overview:
Analyze market data to identify the high-value customer segment
Rebrand to appeal to the premium, local Emirati demographic
Emphasize our unique selling points: refrigerated vans and premium retailer partnerships
Engage with influencers and create original content to reach the target audience
Redesign social media presence to align with the new brand aesthetics
Leverage the new positioning to attract premium FMCG advertising partners
Implementation Plan:
Phase 1: Market Analysis and Strategy Development (Weeks 1-4)
Conduct in-depth analysis of customer data to identify high-value segments
Research preferences and behaviors of older Emirati women
Develop a new brand strategy focusing on premium, reliable service
Create a marketing plan targeting the identified demographic
Phase 2: Brand Redesign (Weeks 5-8)
Develop new brand guidelines incorporating pastels, modern sleekness, and Arabic touches
Redesign logo and visual identity to appeal to the target audience
Create new marketing collateral reflecting the premium positioning
Update website and app design to align with new branding
Phase 3: Content Creation and Influencer Engagement (Weeks 9-12)
Identify and partner with influencers popular among older Emirati women
Develop a CSR campaign resonating with local values and concerns
Create original digital content highlighting our premium service and retailers
Produce high-quality visuals for social media showcasing the new brand aesthetic
Phase 4: Social Media Overhaul (Weeks 13-16)
Redesign social media profiles to reflect new brand identity
Develop a content calendar focusing on premium products and services
Implement a new social media strategy emphasizing quality and reliability
Launch paid social media campaigns targeting the desired demographic
Phase 5: Service Enhancement and Communication (Weeks 17-20)
Highlight the use of refrigerated vans in all marketing communications
Emphasize partnerships with premium retailers
Train customer service team to align with the new premium brand image
Implement a loyalty program for high-value customers
Phase 6: FMCG Partner Outreach (Weeks 21-24)
Develop a pitch deck showcasing our new market position and high-value customer base
Reach out to premium FMCG brands with partnership proposals
Create tailored advertising packages for FMCG partners
Host a launch event for potential FMCG partners to showcase our new positioning
Phase 7: Monitoring and Optimization (Ongoing)
Continuously track average basket size and customer demographics
Monitor engagement rates on new content and social media presence
Gather feedback from customers and FMCG partners
Adjust strategies based on performance data and feedback
Key Results (After 6 Months):
Increased average basket size from 90 AED to 160 AED
Attracted numerous FMCG partners despite longer delivery times
Established a strong brand presence among the target demographic
Successfully differentiated from competitors in a crowded market
This campaign demonstrates advanced skills in:
Market analysis and segmentation
Brand repositioning and design
Targeted content creation and influencer marketing
Social media strategy and execution
Partnership development and B2B marketing
By identifying and successfully targeting a high-value niche market, we not only significantly increased our average order value but also attracted premium partners, positioning our service as a leader in the upmarket grocery delivery segment.
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Posted Oct 6, 2024
Executed a strategic market repositioning campaign targeting affluent Emirati women, revamping our brand aesthetics and emphasizing premium service features, re
