The food supply was taken over by apps such as Swiggy and Zomato and Ola, Uber and Rapido took over the rides. But Dunzo combined both possible resources that can be offered online. In the current pandemic situation, Dunzo is an interesting source of services. For them to focus on social distance and hygiene controls immediately when creating a brand recall is of utmost importance. But let’s get to know more about the company first.
What is Dunzo?
Dunzo is simply an app that offers services to deliver and transport. It provide's food supply, pick-and-drop facilities, distribution of packages, local messages and a whole list which goes on. Like the phrase ‘Lets Dunzo it’ basically means Dunzo is the destination if anything is to be moved from one location to another. Dunzo is the first direct investment of Google in India due to its sound approach.
Dunzo's Marketing Strategies
In its commercial campaigns, it faces many obstacles. The key goal of Dunzo is to spread knowledge about the multi-usefulness of the app by promoting through using various means that can be online or offline. But since marketing is done online these days most of the times, Dunzo uses it online platform successfully by creating identity unique to its consumers.
References from Bollywood
To draw people's interest, Dunzo uses phrases and dialogs from Bollywood. The everyday notifications are typically interwoven with powerful songs or film titles.
In Memes and Ads, Dunzo is an influential trend-follower. Dunzo easily adapts to the Internet and it's new meme based posts for marketing becomes trending.
Social Media Marketing
Dunzo's material is often vivid and coordinated with the key green or black colors of the logo. The brand creates a strong immersive environment, which instills optimism on small screens. As for social media involvement, Instagram, Twitter and Facebook works well for Dunzo. It strive to spread daily life post's with the aid of their mascots, Harri and Dunya. These characters, dressed in Dunzo gears, represent the thoughts of a Dunzo-partner in daily circumstances.
Dunzo has concentrated on creating brand communication around its troops. The goal is to illustrate the operations and unity between the various brands because in this time of crisis, they are all together. Dunzo also share's individual employee information and stressed their hard work to keep things going. The organizations in which Dunzo had collaborators were also communicated.
As Dunzo manages hyperlocal supplies, it is important that the urban spaces for which Dunzo provides services are expandable. It did so by using graphic designers as well as by manipulating real life images. The brand aims to catch the pulse of the city and describes how it wants to make a part of people's lives.
Like any other brand that deals with customer service, Twitter is key to Dunzo. This is where they make customers feel heard with two-way communication. Recently, it has become more relevant than before as people tend to have more questions about deliveries during the lockdown. It is also helping them highlight available brands and operations
Content in the Mundane
One of the interesting aspects of Dunzo’s social media communication is how they create content out of mundane objects. These are almost always themed around food, something that works well because of the intrigue and relatability factors. Dunzo help people look at these objects in a new light.
Campaigns and Consistency
- Dunzo got its inspiration from a famous Instagrammer 'Dude with sign' who stood in public places with sign board that had various topics like spreading awareness spoken about. Dunzo was among the first set of brands to have used the format in their communication. Since then, it is something that has been consistently used in their communication multiple times.
- Dunzo delivers nostalgia with the #90sRedun campaign. Dunzo pays a tribute to these iconic commercials by redoing them with brand integration, rewriting taglines with a twist, and utilizing these brands’ legacy to pull us back into simpler times.
Dunzo's marketing success is evidenced by the fact that it became a verb, let’s say Dunzo! In order to increase public engagement, it is crucial that brands develop trendsetting marketing strategies. As companies expand, the clutter is important and the right audience is reached. Modern marketing techniques, which publicity companies would use, are available for this.
FAQs of marketing strategy of Dunzo
1. What is Dunzo's USP?
Dunzo USP - Mobile-based virtual personal assistant for city and urban people, assigning real people to get complete chores involving consumer goods, for a specified service fee within the city limits.
2. Who are Dunzo's target audience?
Dunzo's target audience is anyone who uses their mobile. This is to create platform for all age groups to make use of it.
3. What services does Dunzo provide?
Dunzo can change the way you move things, how you shop and lets you access your city. Dunzo is an app that connects you to the nearest delivery partner who can make purchases, pick up items from any store or restaurant in the city and bring them to you.
4. How does Dunzo work?
Dunzo is a simple app to use. The user raises a task, specifying what they want done and a delivery executive, called a partner by the company, is assigned to work on it. All of this is done via a chat interface