Marketing Department

Assignment Taken

Brand Establishment and Marketing

Case Understanding

The Drone Delivery Business requires Marketing to make our business known around the country. With all upcoming businesses, drone delivery gives us an edge over the competitors thus, we are focused on marketing this service to businesses that can benefit from drone delivery. Drone Delivery is going to be our point of difference which needs to be marketed to the relevant audience which has been included in our solution.

BCS Solution Summary

The Target Market for our business includes Food Delivery Partners, Pharma Companies, Local Deliveries from Retail chains, Hospitals, Banks, and similar businesses. We have decided to adopt different marketing methods for onboarding different partners and getting new customers. It is important to focus on marketing the Point of difference of our business and to reach the relevant audience for which we have adopted different methods like Social Media Marketing, SEO, Banners, and Billboards, Brand ambassadors, Advertisements, Influencer Marketing, and others. Our solution also includes the different costs that we have mentioned based on the budget allotted to us.

Solution

Target Market:

The beta testing deliveries show our target market including participants like Food Delivery Companies, Pharma Companies, and Local Deliveries for retail chains. We need to understand that the target customers for our organization are individual customers and businesses. Individual customers can include people who want to send certain items to their friends, families, colleagues, etc over a short distance. Our USP being faster delivery time, we can use this to promote our business to compete with existing competitors in the business that are still using traditional methods for delivering the packages. Among the top 5 competitors like Wefast, Dunzo, Saral, Pidge, and Lalamove India, none of them are using drones as such to deliver the items in a fast and effective way with zero hassle. This will give us an edge over these companies to provide top-notch services. In terms of businesses, we can target Food Delivery companies like Zomato and Swiggy wherein we can collaborate with them to provide an option of drone delivery as well which can be opted by the customers themselves according to their priority of getting the food items delivered. Apart from this, we can collaborate with Hospitals, Banks, and Governments to deliver important packages rapidly between locations. During the initial years, our focus would be B2B businesses wherein we would try to collaborate with as many businesses as possible and later shift our focus towards individual customers and delivering their packages.

Marketing methods to be adopted:

• Cold Calls and emails: The focus, in the beginning, would be to try to onboard businesses which would need drone delivery services. Thus, we would start calling and setting up meetings and demos with food delivery partners, pharma companies, hospitals, banks and similar businesses that require fast courier services to deliver their packages.
• Search engine optimization: The focus here would be to ensure that relevant content, webpages and contact information is being shown on different websites and to people that are relevant to us.
• Social Media Pages: We can use Social Media handles like Facebook, Instagram, LinkedIn to promote different content that will help out in the branding of our new service. This will act as the point of difference because we would be among the first ones to promote such content. The kind of content would be different for each of the social handles wherein Instagram would be more focused on acquiring individual customers and facebook content would be more inclined towards acquiring new businesses with organizations.
• Mentioning Drone Service on Partner Apps and Websites: This would be an added feature that would be displayed on the different partner apps we would be collaborating with and this would be available to customers who want to deliver packages urgently. For eg., Zomato can have a delivery option named "Drone Delivery" which can be used by users if the package is to be delivered on a priority basis. 
• Banners and Billboards: We need to ensure that our Drone services are known to each one of them which is highlighted by the use of billboards and banners. We can create billboards on busy highways and can use banners on busy roads. The content on the Billboard would be focused on highlighting our point of difference which is time-saving and efficient. (PFA the image of the billboard and banner to be used initially).
• Brand Ambassador: We need to get a face for this new service and it should be someone who is known for his/her time efficiency and how they are a person who respects deadlines. Some of these celebrities are Akshay Kumar, Deepika Padukone, Aamir Khan, Amitabh Bachchan, Anushka Sharma to name a few.
• Advertisements: The Advertisements would be run on Television, YouTube, partner websites, and all the social media handles. The Advertisement would feature the brand ambassador and the content of this ad would be based on how important it is to save those crucial minutes and how our drones promise you that extra time for yourself for you to be more productive or use it for leisure. 
• Influencer Marketing: Our focus would be on onboarding influencers with followers more than a million because of the reach that they provide. Campaigns would be run through these influencers with the name "Kuch Time Khud ke Liye" wherein they will be highlighting how our company saved their time and gave them time for themselves.

Costing for the Different Marketing Methods to be used:

• Digital Marketing: We can either hire Digital Marketers or get our work done through a Digital Marketing company. In case we hire digital marketers. the cost to the company would be their salary, the cost for the tools and to keep SEO running. In our opinion, we should hire a Digital Marketing company which can cost up to 4-5 Lakhs per year.
• Brand Ambassador: The costing for a brand ambassador is expensive as Actors take around 2 crores for a single day thus, we would be able to create one ad by selecting a ambassador suitable for the company. If it gets expensive, we can go for celebrities that charge lesser than the above mentioned names.
• Advertisement: Local stations charge upto 10 lakhs for creating a 30 second commercial. This will include all costs.
• Influencer Marketing: Mega Influencers charge 2-5 Lakh rupees per post. We can have 2 mega influencers and can spend around 15 lakh Rupees for promotion through them.
• Billboards/Banners: Billboards will be put up in the cities where would be deploying our drone delivery service (Mumbai, Delhi, Chennai and Kolkata). Costs to put up Billboards will go up to 10 lakhs to put up Billboards and Banners in these cities in prominent locations for a week. 

 

Conclusion

We have decided to focus first on onboarding businesses and then shift our focus towards individual customers. Through the different marketing methods, we have focused on highlighting our point of difference and getting businesses that can benefit from our new services. For the Success of our newly introduced service, it is important that people know about our services firsthand. We have decided to highlight the points of it being Efficient and Fast to differentiate our business from the different competitors in the business that are already involved in distributing packages through roads. We have decided to choose a brand ambassador to highlight this service of ours. We have also decided to run campaigns through influencers which will help in getting individual customers after we are done onboarding different businesses through cold calls and emails.

Attached File Details

View Attachment file (Billboard and Banner.png)

Video

This is the billboard that is to be put up across all the 4 cities we are venturing into and this is to be put up on busy highways to ensure maximum reach and awareness about our service.