Which are the Marketing Strategies used by Meesho?

Introduction

There are new businesses opening every minute. Among this tide of businesses, the only ones that reach the shore are the ones that are dedicated to serving customers and understanding in actual terms what customers need.

Meesho is one such online platform that understood what the community needs and started its startup with the goal of improving the lives of the community and giving the offline store the required digital boost.

In this article, we will be diving deep into the birth, the growth trajectory, and the excellent marketing initiatives of Meesho.

The Birth and Growth Trajectory of Meesho

Meesho was founded in December 2015. Meesho as a brand was initially a copycat of Zomato and Gofers, whose main aim was to get the local store owners online. Meesho was a platform on which offline shop owners could get online through the Meesho platform and start selling goods. The founders of Meesho were two IIT graduates, Vidit Aatrey and Sanjeev Banwal. Meesho is now mainly known for reselling goods or as a platform for distributors.

Today, Meesho has more than 60,000 suppliers and 17 million distributors. Along with being the online interface for the local store owners, Meesho has also started the networking method of business. In this method, users identify themselves as Meesho members. The members have a simple system. In this system, the Meesho members are going to sign themselves up as sellers, and they will also add in the percentage of commission that they want to charge for selling the product. Meesho members can share the product details on their social media handles, like Facebook and WhatsApp.

This price is then going to be added to the price of the product.

The cost breakup for Meesho network sellers is = (cost prices of the Meesho product + delivery fee of the product) * commission percentage by the Meesho seller.

Excellent Marketing Initiatives by Meesho

Target Marketing by Meesho

The target consumers of Meesho are the women of India. Meesho sells products ranging from clothes to accessories, home appliances, home décor, and other items. All the V products are generally in a lower price range than Amazon and Flipkart. Now since the product is for housemates, who else can best sell the products other than the stay-at-home wives or the women entrepreneurs? Meesho also started with the network selling opportunities, in which housemakers or stay-at-home students, or people looking for a work-from-home side hustle can sign up.

All the advertisements by Meesho target women and their products. Meesho uses a mix of channels, like traditional mediums as well as social media marketing, in which the women entrepreneurs are most active.

Social Media Marketing

Meesho practices social media marketing through the network suppliers of Meesho as well as through the Meesho company. Meesho has an active presence on social media channels and has a strong meme game to attract as well as entertain its customers. There will be a great deal of social media advertising regarding the products by Meesho.

Meesho also invests heavily in influencer marketing, or affiliate marketing, in which affiliate marketers use Meesho products and create content around them in an attempt to influence viewers to buy them. There are many trending reels on Instagram in which the influencers are going to order the same products through Amazon and then on Meesho and show the users that Meesho sells quality products, and that too at a lower cost.

My Store, My Story Campaign by Meesho

Meesho started a campaign that promotes and urges women entrepreneurs to start their entrepreneurial journey with Meesho. Meesho realized that the housewives in India struggle with their identity in the sense that they have many roles to perform in the family, but in the process, they forget who they are and what they want from life.

With Meesho, women can earn some money for themselves and use the money to support the family in times of crisis. The slogan of the campaign is "Not Just a homemaker, a Meesho Entrepreneur". The campaign is a huge hit and works as a crucial source of sales generation for the company.

The "Sabse Kum Commission Campaign"

When Meesho members sell products using the Meesho network marketing opportunities, the brand also charges a minimal commission from the entrepreneurs. This was a strategy adopted by the company, in the sense that Amazon, Flipkart, and Oriflame all have this membership program, but here Meesho wanted to highlight that the amount of commission that Meesho is going to charge is less than 1%. This motivated many women to join the Meesho workforce as there is no capital investment or effort required. Meesho networking can be done easily on social media with just a few clicks.

Meesho Provides Business with a Platform for Ads

Meesho, along with selling the goods to a huge customer base, provides the sellers or big companies with a platform on which they can advertise their products and services. This is also another source of revenue for Meesho. Meesho provides businesses with greater visibility, a larger target audience, more specific customers, and a greater conversion ratio.

Marketing Channels of Meesho

Meesho uses a wide variety of digital marketing channels to attract as well as retain its customers. Meesho uses social media like Facebook, WhatsApp, YouTube, Instagram, and television channels with high TRP, search engine optimization strategies, website marketing, and other methods. This type of digital marketing helps Meesho secure a place in the market. Meesho today has 834.8 thousand backlinks, a domain ranks of 74 in SEMrush, 30.3 million organic keyword searches, and 219.5 thousand paid searches.

Conclusion

Meesho today is one of the most popular businesses in India. Meesho today is competing head-to-head with big online retailers, or giants, like Amazon and Flipkart. Meesho is here to create a difference by understanding what customers want and need. Meesho is dedicated to serving its customers with the best, and they in turn get the best. Once is proving the point that the only businesses that survive and thrive in this competitive era are the ones that are customer-centric.