We have several requirements when it comes to survival, happiness, and satisfaction. People have different trusted platforms to purchase their day-to-day products. In today’s world, making online purchases has become commonplace, whether you reside in a bustling metro city or a small town. E-commerce businesses are thriving for this reason.

Recognized as India’s leading reselling app, Meesho has established steadfast trust within its user community. Meesho provides a reliable platform for easy monetization, ensuring swift, secure, and dependable payments. By empowering individuals to sell products and earn commissions determined by sellers, Meesho has emerged as a preferred source for income generation.

This case study delves into crucial aspects of Meesho’s marketing initiatives.

Meesho: Where did it Start?

Meesho was founded by Sanjeev Barnwal and Vidit Aatrey with the vision to cater to small towns and connect local sellers with customers. Meesho is short for Meri e-Shop.

It offers a wide range of high-quality lifestyle products at affordable wholesale prices. With over 40-50 lakh top-notch products spanning 700+ categories, including fashion for men, women, and kids, accessories, kitchen and home essentials, health and beauty products, Meesho is the ideal destination for anyone seeking quality items at budget-friendly rates.

Meesho’s primary goal is to empower homemakers and offer support to Micro, Small, and Medium Enterprises (MSMEs).

Marketing Mix of Meesho

At the core of Meesho’s comprehensive marketing strategy are the fundamental 4Ps—Product, Price, Place, and Promotion—serving as the foundation for its market elevation. The platform stands out by featuring exclusive products. Central to this approach is Meesho’s commitment to Women Empowerment, seamlessly aligning with its predominant demographic of female buyers and sellers. The platform’s messaging resonates with the goal of empowering women financially, encapsulated in the impactful tagline, ‘Not just a homemaker, a Meesho Entrepreneur.’

In the realm of promotions, Meesho strategically utilizes a combination of TV commercials (TVC) and taps into the widespread influence of social media platforms. We will delve into select TVC advertisements, spotlighting their popularity and effectiveness in conveying Meesho’s messages.

Navigating the marketing landscape, Meesho adeptly utilizes the 4Ps:

Product: Showcasing a diverse product line spanning apparel, home and kitchen essentials, technology, and accessories, Meesho collaborates with various providers to ensure competitive pricing. The platform further distinguishes itself by featuring exclusive products.

Price: Meesho’s decentralized pricing model empowers individual resellers to determine prices, considering factors like costs, competition, and profit margins. Periodic discounts and promotions strategically entice both merchants and consumers.

Place: Functioning as a dominant online marketplace and mobile application, Meesho seamlessly connects vendors and customers across India. Sellers leverage the app to showcase and sell products locally or to a broader audience, with the platform managing logistics and financial transactions.

Promotion: Employing a diverse array of channels, Meesho strategically engages its target demographic through social media marketing, digital outreach, and offline partnerships. The platform actively orchestrates contests and promotions, cultivating a dynamic market presence and sparking enthusiasm.

Successful Marketing Campaigns of Meesho

Meesho competes fiercely with major players like Amazon and Flipkart, challenging them with its distinctive proposition and innovative marketing strategies, eventually leading to their decline.

Meesho has adopted unprecedented marketing strategies that cater to its audience in ways unlike any other brand. In this case study, we will delve into some of their key marketing approaches.

Hamara Mission, Sabse Kam Commission

Meesho charges a minimal commission, as low as 1% and initiated the campaign #sabsekamcomission. Suppliers only need to register on the platform, add their product listings, and orders will start coming in. Additionally, when entrepreneurs share these products on social media, it further boosts visibility.

A noteworthy aspect of Meesho’s campaigns is the commitment to all suppliers, regardless of their size, ensuring that their products receive guaranteed visibility on the Meesho platform.

My Store My Story

This strategy primarily targets a female audience, evoking a blend of sentiment and empowerment among the women of India. The focus is on offering women, particularly housewives, a pathway to financial independence within the confines of their homes.

The empowering slogan, “Not just a homemaker, a Meesho entrepreneur,” carries a compelling energy that resonates with the intended audience, contributing to the brand’s success.

ArreyWaah

To build a diverse and unique consumer base, Meesho introduced a new marketing strategy which was #ArreyWaah. It aimed to market new products during the IPL cricket season utilizing the excitement and engagement of the audience. They effectively garnered top-notch leads and achieved successful conversions by engaging with a diverse customer base, including men, women, and young adults.

Meesho aimed to pleasantly surprise its customers by unveiling high-quality products at exceptional prices.

Social Media Marketing Strategies

Meesho’s social media marketing strategy is a dynamic and effective approach that capitalizes on the widespread influence of online platforms. Recognizing the immense potential of connecting with a vast audience through social media, Meesho engages actively with its followers, fostering a sense of community and interaction. The platform strategically leverages influencer marketing to instill trust among its audience. Influencers, through posts and videos, promote Meesho’s products on their social media channels and, in return, earn a commission, establishing a mutually beneficial relationship.

Embracing the popularity of memes, Meesho taps into the ‘meme wave,’ utilizing these humorous and relatable content pieces to enhance brand promotion in an engaging manner. This aligns with the contemporary trends and preferences of the online audience.

In addition to organic engagement, Meesho employs paid advertising on prominent platforms like YouTube and Facebook. These targeted ads serve as a foolproof method to augment the business, redirecting interested individuals to Meesho’s website and thereby increasing overall traffic. By integrating influencer marketing, meme-centric content, and strategic ad placements, Meesho effectively navigates the social media landscape, creating a robust and multifaceted marketing strategy.

Growth Plan & Future Strategies

Meesho’s overarching goal revolves around simplifying the online presence for sellers and enabling resellers to earn income effortlessly, eliminating the complexities associated with investments, inventory management, and shipping logistics. The core of this effort is about giving people with a good internet connection and some time the ability to connect with their community and encourage them to buy products.

Recent industry reports shed light on Meesho’s ambitious plans to onboard a staggering 100 million small businesses, positioning itself as a formidable competitor against industry giants like Amazon and Flipkart. This strategic move underscores Meesho’s commitment to fostering a diverse and expansive network of sellers, amplifying its influence in the e-commerce landscape.

In a bid to further diversify and enhance its brand portfolio, Meesho has introduced a new category named Farmiso. This strategic addition serves a dual purpose—rebranding and venturing into the Fast-Moving Consumer Goods (FMCG) sector. The foray into FMCG places Meesho in direct competition with established brands such as BigBasket and Jiomart, showcasing the platform’s adaptability and determination to evolve with market trends and consumer demands.

Key Takeaways

Meesho stands out as a thriving and promising company, showcasing its potential through its evolving trajectory. More than 13 million entrepreneurs have embraced Meesho to establish own online businesses, requiring no initial investment. The success of Meesho lies not only in its innovative business model but also in its organizational structure and the unconventional methods employed in promoting its mission and challenging stereotypes.

Beyond just entrepreneurship, Meesho facilitates individuals to become entrepreneurs through reselling—a task that is both flexible and lucrative, demanding only communication tools and no capital investment. Resellers, in this hourly task, set their own pace and contribute significantly to their growth. The pricing of the products, known as the “hem freight,” is entirely determined by the resellers, providing them with autonomy.

Adapting to global challenges such as the ongoing pandemic, Meesho has pioneered initiatives to empower small businesses, mitigating the challenges they face. It began as a hub for local stores and has now evolved into a powerful online shopping platform, providing strong support to entrepreneurs globally. Meesho’s journey reflects its commitment to fostering business growth and providing a platform for entrepreneurial ventures to flourish.

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