Research Report

On
First Cry

Submitted to:- Submitted by:-

Dr. Mohit Mourya Tohid Ansari
(2022001058)
Sushila Sharma
(2022005591)
 Contents
 About First Cry’s
 First Cry: Brand Overview
 What are the First Cry’s Digital Marketing Strategies
 Creating a Strong Online Presence
 Connecting with Customers
 Conversion
 Marketing and advertising
 First Cry’s website Strategies
 First Cry’s target audience
 First Cry’s SEO Strategy
1. Increasing Website Traffic
2. Improving Search Engine Rankings
3. Generating Leads and Sales
4. Enhancing Brand Visibility and Awareness
5. Improving User Experience
6. Building a Sustainable SEO Strategy
7. Measuring SEO Success with Web Analytics
8. Improving Local SEO Rankings
 First Cry’s Mobile Marketing Strategy
 First Cry’s Ads Campaign Case Study
 First Cry’s Top Digital Marketing Campaigns
 Conclusion

About First Cry’s

Supam Maheshwari is the CEO & Co-Founder of FirstCry. When he decided to start over
from the ground up, he was running his firm, Brainvisa Technologies, which specialized
in e-learning.
While studying at IIM Ahemdabad as a skilled entrepreneur, he discovered that the
products available on the Indian market did not meet his newborn baby’s demands. As a
result, he bought most of his childcare items on business trips abroad. He left Brainvisa in
2009 and began a new firm.
Maheshwari started an informative site for expectant parents and new moms. In 2010, she
teamed up with Amitava Saha to create a ground-breaking website that allows parents
and expecting couples to give their children the best possible start in life from the
comfort of their homes.
The journey started in 2010 with a strong vision to provide new parents with the best
products and services. Their aim was (and still is) to make their parenting journey joyful,
hassle-free, and memorable. They strongly believe that every parent deserves the best for
their little ones, and we are on a mission to ensure they get it.
Today, this modest concept has grown into Asia’s largest baby- and childcare resource.
Firstcry was started with an investment of just Rs. 10 lakh; today, it is a multi-million
dollar company with over 1000 employees. It all started with the simple idea of making
parenting easier by providing a one-stop shop for all baby and kid products.

They collaborated with Big B of the Bollywood industry and picked Amitabh Bachchan
as a brand ambassador.

First Cry: Brand Overview

Firstcry.com is Today India’s Largest Online Store for Baby & Kids Products, with over
2 Lakh Stock Keeping Units (SKUs) and over 1000+ top International and Indian brands
like Mattel, Ben10, Pigeon, Nuby, Farlin, Medela, Graco, Funskool, Chicco, Hotwheels,
Nuk, Lego and many more.
They are a young and vibrant company with a passionate team about their work and
committed to Firstcry’s cause. They have some of the brightest minds in the industry
working with us and are proud of the culture that we have built.

They are currently present in India, Malaysia, UAE, and Saudi Arabia. They are rapidly
expanding our footprint to other countries, as their goal is to be present in every country
where there are new parents.They are currently present in India, Malaysia, UAE, and
Saudi Arabia. They are rapidly expanding our footprint to other countries, as their goal is
to be present in every country where there are new parents.

What Are First Cry’s Digital Marketing Strategies

The technology-driven comprehensive material and order management processes for the
Omni-Channel Retailer’s efficient operations were designed and implemented.
The following are some examples of the trends that have taken place for the term digital
marketing over time. In terms of digital branding, online advertising, content
management, web design, SEO, email marketing, youtube marketing, customer
experiences, social media framework, web experiences, etc., should be a top priority for
any business.
Digital marketing is the process of using digital technologies to promote or market
products or services. The main aim of digital marketing is to connect with customers and
convert them into customers or leads.
The company has a significant online presence and is one of the leading e-commerce
companies in India. FirstCry has been investing in digital marketing since its inception in
2010.

The company’s digital marketing strategy is based on the following three

pillars
1. Creating a strong online presence
FirstCry’s website is one of the most visited websites in India in the baby and kids
category. The company has been investing in SEO and online advertising to maintain
its ranking.
2. Connecting with customers
FirstCry uses a variety of digital channels to connect with its customers. These include
social media, email, and push notifications.
3. Conversion
 Once a customer is engaged, FirstCry’s goal is to convert them into paying customers.
The company uses various methods, including discounts and offers, loyalty programs,
and easy payment options.

Marketing and Advertising

Initially, they ran ordinary TV and printed campaigns after their first Cry, but they
discovered it was a low-profit and high-expenditure model. Then they utilized word-of-
mouth and internet advertising to promote their business.
Firstcry began installing 32″ touch screens in its retail stores to provide in-store
customers with a taste of online purchasing. Customers could browse the entire product
range and purchase the spot. This was to tap into the growing trend of online shopping
among Indian consumers.

First Cry’s Website Strategies

First Cry is about giving parents the information they need to make informed decisions
regarding a website strategy for their children. That’s why we’ve put together this
comprehensive guide to their website.
They want parents to know that First Cry is India’s leading online destination for baby
and kids’ products. And they have the numbers to back it up – over 2 million parents visit
First Cry every month!
First Cry offers a wide range of products for all stages of childhood, from newborn to
eight years old. And they’re constantly adding new products and categories to their site.

Some of the website strategies that First Cry uses to engage parents are:
Providing comprehensive product information: First Cry provides extensive
product information on its website, including photos, videos, and user reviews.
Offering convenient payment options: First Cry offers a variety of payment
options so that parents can choose the most convenient one for them.’
Offering a wide range of products: First Cry offers a wide range of products, so
parents can find everything they need for their children in one place.
Answering parents’ questions: First Cry has a dedicated customer service team that
is always available to answer parents’ questions.
The website traffic is also increasing day by day. In May 2020, the website received
around 26 million visitors, which is a great number. The website has been designed
keeping in mind parents’ needs, which is evident from the user-friendly interface and the
ease with which they can find what they are looking for.

First Cry’s Target Audience

First Cry’s major audience demographics range from 25-34 years old males & females
with majority of females ratio of more than 50% & male ratio of 49%. They offer advice
and recommendations on everything from sleep training to potty training and also offer
product recommendations to make parents life easier.
 First Cry’s Social Media Marketing Strategy

FirstCry is one of the leading baby care brands in India. The brand has a strong presence
on social media and employs an aggressive social media marketing strategy.
FirstCry uses organic and paid social media marketing tactics to reach its target audience.
The brand has a strong presence on Facebook, Twitter, and Instagram. First Cry posts
regular updates on its social media channels, including product information, deals and
offers, and expert advice on baby care.

The brand also runs regular social media promotions and contests, which help engage its
audience and generate leads. First Cry has a dedicated team of social media experts who
monitor the brand’s social media channels and engage with customers daily.

First Cry’s SEO Strategy

FirstCry creates a high-performing team for product delivery, SEO, and Web Analytics.
WorldofMoms.com is an example platform for capturing ‘digital moms’ beyond
transactions, showcasing creative content, community, on-page optimization for better
organic reach, and cross-channel marketing strategy.
The First Cry’s SEO Strategy Includes
1. Increasing Website Traffic
The team starts by understanding the business goals and then works backwards to
strategize, execute, and measure success from an SEO perspective. They successfully
getting more than 8millions of organic search traffic.The focus is on driving relevant
traffic that converts and not just increasing website traffic.

2. Improving Search Engine Rankings

FirstCry’s SEO team works on improving website traffic and improving search Engine
Rankings for the website. The team does this by working on improving the website’s
organic visibility for relevant keywords.
This includes optimizing title tags, meta descriptions, header tags, and other on-page
optimizations. The team also creates high-quality content around relevant topics to attract
backlinks from other websites.

3. Generating Leads and Sales

The ultimate goal of any SEO campaign is to generate leads and sales for the business.
The team focuses on developing quality traffic that converts into customers.

4. Enhancing Brand Visibility and Awareness

Another important goal of SEO is to enhance brand visibility and awareness. The team
works on optimizing the website for branded keywords to improve the website’s
organic visibility.
They also create brand mentions and backlinks to improve the website’s authority. The
team also monitors the website’s online reputation and takes necessary steps to improve
it.

First Cry’s Mobile Marketing Strategy

With their initial investment, FirstCry capitalized on the growth of mobile
devices by creating mobile services like FirstCry.com’s mobile web and
Android and iOS apps. The company has also made an extensive online and
offline marketing mix to reach new parents, which has helped them become
one of India’s leading baby care brands.
Mobile devices have become an increasingly important part of FirstCry’s marketing mi
in recent years. The company has seen a significant increase in parents using its mobile
app to browse and purchase products. Mobile now accounts for more than 50% of
FirstCry’s online traffic and 30% of its online orders.
To continue capitalizing on the growth of mobile, FirstCry has focused on creating a
better mobile shopping experience for its customers. They’ve made improvements to
their mobile app, including adding new features and making the checkout process simpler
and faster. They’ve also invested in mobile marketing campaigns to reach new parents
and increase brand awareness.
Thanks to its mobile-first approach, FirstCry is well-positioned to continue growing in
the competitive Indian baby care market with a rating of over 4.4 & more than 10milions
downloads of FirstCry mobile app.
 First Cry’s Ads Campaign Case Study

As a leading online retailer of baby products in India, First Cry increased sales by 63%
with an Ads campaign strategy.

They strive to provide the best for customers. In this case study, we’ll see how ads helped
the brand to increase its conversion rate. Using paid media, FirstCry targeted a large mass
of new moms, & mom to be. They provide quality products with quite attractive offers at
reasonable rates to attract a new set of trustworthy audiences.

The paid ads strategy helped to gain traffic to the website & increase the SERP rankings.
 First Cry’s Top Digital Marketing Campaigns

2018 was a big year for digital marketing. With the industry growing unprecedentedly,
businesses turn to digital marketing to reach new customers and grow their brands.
First Cry is one of the leading digital marketing agencies in the industry, and they have a
proven track record of success. Their campaigns are creative, innovative, and effective.

1. FirstCry Says #FussyisFantastic In A New Campaign

FirstCry’s new campaign is all about celebrating fussiness. The campaign
highlights that every child is different and that there is no such thing as a
“normal” child.

The campaign features birth parents and their children, who are all unique in their
way. The campaign celebrates each child’s individuality and encourages parents
to embrace their child’s quirks.

2. FirstCry Festive Fashion Campaign

FirstCry’s festive fashion campaign was a huge success. The campaign featured a
range of festive and party-wear clothes for kids.
The campaign was a great way to get parents thinking about buying festive clothes for
their kids. It also helped FirstCry position itself as the go-to brand for festive fashion.
3. FirstCry Winter’18 Collection Campaign
FirstCry’s Winter’18 Collection campaign was a great way to get parents thinking
about buying winter clothes for their kids. The campaign featured a range of winter
clothes for kids, including coats, jackets, and hats.
4. FirstCry Moms Gone Mad Fashion Sale Campaign
FirstCry’s Moms Gone Mad Fashion Sale was a huge success. The campaign featured
a range of clothes for kids at heavily discounted prices.
The campaign was a great way to get parents thinking about buying clothes for their
kids.
 Conclusion

The most important skills learned by FirstCry included user engagement and recurring
purchases, which resulted in increased average order value. At last count, FirstCry has
had ten million downloads on the Google Play store.
It’s a big job to run an E-commerce store specializing in baby items, especially when
you’re the first to do so in the nation. Every day, they do whatever they can to stay up
with the name of Asia’s biggest store for every type of baby care item.

FirstCry learned the necessary techniques including user engagement pretty well,
which lead to fulfilling their goals of repeated purchase and the increase in average
order value.