Grofers’ Bad Full-Page Ad – Strategy With RS

A full-page advertisement (referenced above) was released in a leading newspaper in Mumbai.

If I were ‪#‎Grofers‬, I would not have approved this advertisement nor put financial resources behind releasing it.

1. Placement of products: Take yourself. You are visiting a ‪#‎hypermarket‬ to buy milk. Next to milk cartons are stacked Phenyl bottles, which are in ‘sealed’ condition, except they are barely milli-meters away from the milk cartons. Which milk carton will you pick? The one placed closest to the sealed bottle of phenyl or the one furthest from it? Chances are that you will pick up the milk carton, which is placed furthest from the bottle of Phenyl? This phenomena is called as ‘Contagious effect’ – when the attributes of one spreads out & affects the other. In this case the attributes of phenyl ‘spread’ on to milk & therefore it becomes ‘unpalatable’.
In this advertisement, edible oil, dog food & insect repellent are placed in close proximity.

Result: Food items may suffer from ‘Contagious’ effect.

2. ‪‎Hot‬ Buttons: Words such as, ‘‪#‎Sale‬’, ‘‪#‎Now‬’, ‘‪#‎Just‬’, ‘‪#‎Limited‬’ are labeled as Hot Buttons & have the power of stopping people & getting to notice it. The advertisement has attempted to use ‘Hot buttons’, but it could have been used more effectively.
a. Current copy:
i. Order today and get 20% cask back* on payment through …’.
b. Proposed Copy:
i. Order Now. Get 20% cash back instantly on payment through …’. Offer available for today Only.

3. Headline: The headline is intriguing. But it could be disappointing for many ‘potential’ users of Grofer when they realize that they have been placed on the same pedestal as ‘cockroaches’. Given the phobia that many people have with cockroaches it may not be the most judicious or impactful headline.

4. Layout: I believe the communication objective of this advertisement would have been to inform & educate potential users of Grofers that it offers entire range of household products & much more. That part is tucked away at the bottom of the advertisement. I would rework the layout to give it prominence.
What did I like about the advertisement?

#‎House‬ color: It seems that Grofers House color is ‘orange’. And this advisement is bathed in its house color.

Remember that House color improves brand recognition by up to 70%.

Bottom line: Attempt to build in principles of ‪#‎behavioralsciences‬ into your communication strategy. When it is embedded intelligently it will garner better response & vice versa.

How did you feel about this advertisement? What are your views on it?

 

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rajesh-srivastava-insideiim

 

In this series, Rajesh Srivastava, Business Strategist and Visiting Faculty at IIM Indore gives you a regular dose of strategy case studies to help you think and keep you one step ahead as a professional as compared to your peers. Rajesh is an alumnus of IIM Bangalore and IIT Kanpur and has over 2 decades of experience in the FMCG industry. All previous Strategy with RS posts can be found here

Comments

12 comments

Utkarsh Dangayach

The headline seems quite absurd having no meaningful connection with the message to be conveyed. The most relevant information (the range of products) was actually tucked away at the bottom and could have been easily overlooked. I’m not really sure whether the contagious effect as mentioned by RS would be significant in the case of print media as compared with product placement in store, but the six-legged cockroach linkage may put off several customers 😛
Great series of insights from RS.

Rajesh Srivastava

Utkarsha my apology about the headline. Glad that you like the series. And do continue to share your rich insights, perspective, views & experiences. It will make the discussion more richer.

Rajesh Srivastava

Utkarsh thanks for clarifying. Indeed very professional of you to take the trouble of pointing out my misunderstanding ! Be like like this, always!

Rajesh Srivastava

Team InsideIIM. I have only apologised for ‘headline’. And thanked him for liking the series.

ramji yahoo

Compared to Middle east countries, still India is far behind on spending on POSM activities like corrugated display stand, or MDF display stands

Kiran Shah

Hi Rajesh Sir,

I think Grofers team did a terrific job with this campaign ! The brief to the agency would/could have been “A set of creatives which showcase the range offered by Grofers in a disruptive way”
Another creative in this series is “From Good Morning (coffee) to Good Night (mosquito repellant)”, which again places a beverage alongside an insect product. However, as pointed out in one of the comments above, this type of product placement in a creative does not necessarily put off a consumer. In fact, most shoppers are very well aware that insect repellant and food aisles are way apart. But the sheer creativity of the headline makes the audience take notice of the ad, and maybe even spend a few seconds to take in the message. And of course, the house color has been used perfectly to increase the recall !
If I look at all creatives in this series, I think the Brand Manager & his agency have done a pretty good job !

A regular reader of your “Strategy Series” 🙂

Rajesh Srivastava

Kiran Shah if you go shopping & Nescafe is placed next to HIT will you pick up the Nescafe next to HIT or farther away from it? Most people are likely to pick up Nescafe placed furthest from HIT.

Nishant Agrawal

Dear sir,
I Nishant Agrawal, marketing student in FORE School of Management, New Delhi, is working on a marketing project taking Grofers as the reference company along with my team. It would be a great help if you could provide the following information regarding Grofers:
1. The Mission, Vision and Core value that Grofers has articulated. If not, we will be articulating the same.
2. The current Organizational goal and two critical marketing programs that Grofers is following to fulfill the same.
The website does not contain the required information.
Looking forward for your response.

Team Insideiim

@Nishant – You need to speak to people at Grofers. Rajesh is an independent Business Strategist, not from Grofers. This is a case study not sponsored or supported by Grofers.