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Grofers STP

Grofers is an e-commerce company that operates in the highly competitive grocery market in India. It targets customers looking for low prices as well as new mothers and the fitness-oriented population through specific brands. Grofers positions itself as a highly competitive grocery provider with an efficient supply chain and door-to-door delivery, aiming to be seen as the cheaper alternative to traditional stores by stressing savings and competitive prices.

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PradyumnaSadgir
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522 views1 page

Grofers STP

Grofers is an e-commerce company that operates in the highly competitive grocery market in India. It targets customers looking for low prices as well as new mothers and the fitness-oriented population through specific brands. Grofers positions itself as a highly competitive grocery provider with an efficient supply chain and door-to-door delivery, aiming to be seen as the cheaper alternative to traditional stores by stressing savings and competitive prices.

Uploaded by

PradyumnaSadgir
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Grofers is an e-commerce company that serves the grocery space.

Segmentation: The market segment that Grofers targets is


a. Low price groceries. Grocery space in India is highly competitive as it is very segregated with
the presence of kiranas, local marts, shopping centres to supermarts and hypermarts. In
addition to this, there is also the ever-increasing presence of Amazon in the form of its
service Amazon pantry. Other players like BigBasket and MilkBasket are also competing in
this already fragmented market.

Targeting
1. It also targets the new mother segment through its brand Grofers Happy Baby,
Grofers Mothers choice brands.
2. Along with the above two segments, it also focusses on the fitness-oriented
population through its G Fresh brand.

Positioning: Grofers positions itself as a highly competitive grocery provider which also operates at
scale. Using its network of 5,000 partner stores, it has an efficient supply chain to facilitate its door
to door services. The message that Grofers wants to drive home is “We are the ones who will save
you lots of money”. This is clearly evident from their marketing campaign posters which stress on
cashbacks, savings and price competitiveness. It positions itself as the cheaper alternative to
hyperlocal grocery stores, which have been the traditional go-to for Indian customers for a long
time. With the rise of home delivery culture and increasing use of e-shopping, Grofers’ positioning is
working to its advantage in a significant way.

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