Jaypee Plus
Commerce
Growth Marketing
Retail Media
India
2021
From Jaypee Plus' perspective, the Indian kitchen and household items industry presents a promising growth trajectory. However, to capitalize on this potential and achieve pan-India success, the brand needs to strategically address the competitive landscape, evolving consumer preferences, and the growing importance of online retail, while leveraging its existing strengths and focusing on delivering value to its customers. They were at an inflexion point where it was imperative to grow the business both vertically and horizontally into sub categories.
Summary
Jaypee came to us with the goals of scaling sales and increasing market share with housewives, homemakers, and young professionals looking for household products required for daily use in homes and offices.
We helped Jaypee alter its GTM strategy by demonstrating how the Amazon Marketplace, with its dominant position with Millennials, presented a significant opportunity for incremental sales growth beyond what was achievable on its traditional sales channels.
Challenge
Fairly New Brand Pan-India:
Jaypee's journey in Amazon was fairly new. This meant low visibility and low market share for its porfolio of products.
Extensive Portfolio:
Jaypee's product range had more than 900+ products that needed to be managed and allocated priority in terms of GTM strategy and business goals.
Established Competition:
Competition brands like Celllo and Milton have been on Amazon for years now and commanded large market share and visibility across categories.
Multiple Battlegrounds:
Jaypee's extensive product portfolio meant we had multiple battlegrounds to fight in. This increased the challenge of driving visibility and market share.
Solutions
We devised a 4 pronged strategy that would aim at snatching market share from the current competition while challenging new entrants across retail media marketplaces (Amazon & Flipkart).
Market Analysis:
We conducted a thorough market analysis to understand the competitive landscape, customer preferences, and trends in the categories and subcategories. This helped them identify gaps in Jaypee Plus's product listings and areas where they could differentiate themselves from their competitors in the Amazon eecosystem.
Differentiated Account Structure:
We developed a highly differentiated account structure using Amazon Ads across various formats, including Sponsored Products, Sponsored Display, and Sponsored Brands. These ads were targeted towards specific customer segments, based on their interests and search behavior.
Optimized Product Listings:
We optimized Jaypee Plus's product listings on Amazon India to improve visibility and attract more customers. This included optimizing product titles, descriptions, and images to make them more compelling and informative.
SOV Advertising Strategy
We implemented an SOV advertising strategy that aimed at increasing brand visibility and top-of-the-funnel reach. This was done to get more people to know the Jaypee brand and drive pageviews on the brand store.
