The next dimension of delivery - Drone

Assignment Taken

The Marketing Strategy of Drones- cheap, convenient and revolutionary

Case Understanding

The hyper local delivery is a hot market which has lot of scope in future. The current courier system is slow and outdated. Moreover delivery of immediate goods is not possible within 15minutes. Therefore , company has to market the product to businesses, customers and work on brand image

BCS Solution Summary

The solution lies in brand positioning. Overall brand should resonate with effective, cheap and timely service. There can be various target customers for drone delivery , out of this medical and healthcare tieups are the most efficient and profitable target areas as they carry less density orders and is high profit sector as pharma sector is growing at rapid rate

Solution

As the use of unmanned aircrafts develops around the world, new drone-related businesses emerge every day. Competition is strong because there are so many people interested in becoming drone pilots and learning how to expand the drone industry. Both businesses and drone pilots must learn how to properly advertise themselves in order to stay viable. Let us analyze the drone market with the help of SWOT-

Strength- The drone deliveries as stated  delivers the package of 5-10kg at a price of Rs 110 which is much cheaper than the convention means of transport using road. Also it reduces the lead time for entire operation

Weakness-  Since the fleet of is highly dependent on the weather conditions, it is difficult to operate at that time of day. Also there is high investment cost associated

Opportunities-  A very niche market of deliveries is available where the deliveries are time taking and demographic features are tough. Also the 15 min delivery option is quick and fast

Threats- Cyber attacks, protecting drones from going into wrong hands and other conventional means of transport.

Overall Market strategy-

Segmentation- The various segments of market could be food chains suppliers,  pharma delivery partners, 3rd party delivery partners, govt aided resource distribution drives.

Demographics- People or cohorts at 1 tier and metropolitan cities where there are crowded apartments.

Geographic- Pan india – busy streets, remote areas where reach is difficult.

Target-

Target 1: The metro , tier 1 cities where the average wage and the working life is better. These cities are crowded and have high potential for drone company.

Target 2: The remote/village areas with tough demographics and difficult for vehicles to reach

Target 3: Partnership with local medical and healthcare companies as medicines are highly valuable products which are required to be delivered at the quickest. Also density of entire order will be less so cheaper drone service will be more profitable. Therefore , this target seems to be most valuable

Positioning- 15 mins delivery is the USP for drone delivery. The positioning can be as – the fastest  mode of delivery.

Omnichannel marketing- use f all the social media, email marketing, mobile marketing channels to build a customer base. Making all your marketing efforts personalised in the mind of customer. For example- if a customer Is hungry, give him recommendation using application- your friend is ordering food within 15 min, why not you?

Brand positioning-

Customer service based – The 15min delivery can happen only with the help of drones. Thus position must revolve around- quick, fast delivery

Price based- Since the drone delivery is cheaper and effective , positioning can be- “Cheap and best mode”

Conclusion

Thus we conclude that drone delivery is the next dimension of courier delivery service which is efficient and quick. Using the right market strategy and targeting the appropriate cohorts will enhance the market share of drone delivery.

Attached File Details

View Attachment file (NMO_Swapnil.docx)

Video

This image shows how should drone delivery company use customer funnel to grow business