Upmarket Repositioning for Premium Grocery Delivery Service

Email Marketer

Business Strategist

Social Media Manager

Instagram

TikTok

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.