Name

CMO Name

Individual task

Answer all these questions after watching the task video on the website
Fill the answers to the questions by creating tables in this same excel sheet
In the social media post question - you can paste the screenshots of the posts in this excel sheet itself

Group task

After the questions in the "Comparison of the 2 competitors" and" New ideas for Homesure" sheet is completed by all the tea
Once the meeting starts - record the meeting using the Vimeo Screen record tool - https://vimeo.com/features/screen-record
In the group meeting, the CMO the discuss the answers by everyone. Make sure answers for both sheets are discussed
After getting answers from everyone - the CMO will consolidates the sheets by all participants and share it with all the team m
All team members must submit the consolidated sheet as well

Attach the link to your group meeting here :

You can read more about the marketing funnel here

https://databox.com/videos-vs-images-in-facebook-ads#:~:text=Videos%20are%20better%20for%20driving,images%20are%2
eet is completed by all the team members individually, the CMO must schedule a group meeting
o.com/features/screen-recorder
h sheets are discussed
nd share it with all the team members

r%20driving,images%20are%20more%20easily%20scannable.
Questions to answer
Observable features and differentiation

Big Basket

1 Has typically more expensive items

2 Much bigger collection of items
3 Focus less on discounts and deals
4 Has a higher focus on timely delivery

5
6
7
8

Customers Customer segment for Big Basket

Income
Will they spend high or low time on social media

Other attribute 1
Other attribute 2
Other attribute 3

Awareness : Social Media Analysis

If social media is used for creating awareness about the company - what is the social media strategy focus for both companies

For big basket - it seems like the focus is more on brands and novel products
Which metrics will be affected by the awareness campaigns?
Paste 5 social media posts from Big Basket and Grofers each and try to understa
Consideration

Which metrics would be affected by consideration behaviour?

Checkout the ads library of Grofers and Bigbasket
Compare the "consideration" communication strategy for Grofers and Big Basket
List atleast 3 comparisons

Engagement

Which metrics would be affected by engagement behaviour

Install both Big Basket and Grofers app
List 5 ideas that you think make users come back to the app
differentiation

Grofers

Has slightly cheaper items

Limited selection of items
Focusses more on discounts and deals
Deliveries can sometimes get delayed

Customer Segment for Grofers

at is the social media strategy focus for both companies

ected by the awareness campaigns?

s from Big Basket and Grofers each and try to understand what could be potential social media communication strategies for the 2 compa
ication strategies for the 2 companies
Based on competitive research analyse the following positionings that Homesure can experiment with and based on your anal

1 Selling via influencers : Both grofers and big basket are selling products directly. However if in our business mode

2 Having recipe videos: Since most people will buy vegetables on the app, if we can host recipe videos on the pla

Write 5 ideas below at every stage on how our marketing funnel will improve on the following stages for the 2 ideas

1 Awareness
2 Consideration
3 Engagement

Mention therefore which positioning should we go forward with

h and based on your analysis make a recommendation which idea should we go for

er if in our business model we have inlfuencers suggesting which products to buy it will be quite different

t recipe videos on the platform, it could lead to higher engagement on the platform

for the 2 ideas