Meesho Marketing Strategy: How it Became Customers’ New Best Friend

Muskaan Kapoor Muskaan Kapoor
Dec 15, 2021 6 min read
Meesho Marketing Strategy: How it Became Customers’ New Best Friend

The e-commerce industry has flourished well in recent years. The platforms have been a blessing for the consumers. People are now keener towards online shopping. They get to have a wide variety, discounts, and easy exchange and returns.

Online shopping sites like Amazon, Flipkart, Myntra, are super popular. Now, another platform, Meesho has entered the markets. It is a social e-commerce platform that provides a wide range of products.

Meesho apart from selling, allows the customers to resell the products in their social network. In recent times, the platform has become extremely popular. This has been possible because of its eye-catchy marketing strategies.

About Meesho - India’s Leading Social E-Commerce Platform
Foundation of Meesho
How does Meesho Works?
Marketing Strategy of Meesho
Covid-19 Marketing Strategy of Meesho

About Meesho - India’s Leading Social E-Commerce Platform

Meesho Logo

The name Meesho is short for β€˜Meri e-Shop’. It is India’s first social e-commerce company. It provides a platform for various small businesses to enter and flourish in the online market.

Meesho allows a person to buy things from the platform. Along with this, it enables a person to resell the products from home. One can trade through their social media networks like WhatsApp or Facebook. The best part here is that a person does not have to bear any extra expense for trading.

Foundation of Meesho

Sanjeev Barnwal and Vidit Aatrey
Sanjeev Barnwal and Vidit Aatrey

Meesho came into existence in the year 2015. Vidit Aatrey and Sanjeev Barnwal are the co-founders of the company. They were batchmates in IIT Delhi. The headquarters of the company lies in Bengaluru.

They started the company with the idea of establishing small and medium enterprises online. Their initial idea was quite like Zomato and Grofers. This was to bring the local retailers online.

Later on, they came up with an extensive idea for the company. It was to enable the people to resell the products using the platform.

How does Meesho Works?

Meesho helps people to resell the products with no investment. A person can go to the app and select any product that they like to resell. Then one can add up their commission on top of the product and shipping charge. With this final price, one can share the products over WhatsApp or Facebook groups.

If a customer makes an order, then you can place it on the app. Meesho will get the payment and you will get your cut. In this process, Meesho also takes a fixed percentage of commission from the sellers for itself.

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Marketing Strategy of Meesho

Meesho has more than 60,000 suppliers. The platform has gained huge popularity. With its 6 years of life, it has become the newest company to be a Unicorn. This became possible because of its proper planning and good marketing strategies.

Here are some of the marketing strategies followed by Meesho:

Niche Based Strategy

The foremost marketing strategy by Meesho is based on a niche to empower women. Meesho aims to build the idea of independence among women. Women who are homemakers and lack financial independence are the most benefited from it.

Meesho developed a niche around its company. It is to empower women with business opportunities at home. It enables them to be an entrepreneur without investment and too much hassle.

This woman empowering strategy by Meesho gained huge popularity. It created an entrepreneurial hope among homemakers.

Social Media Marketing

The world is digitizing at a rapid rate. People spend a lot of time on their social media. Meesho also engages in social media marketing.

Meesho Instagram Marketing
Meesho Instagram Marketing

This helps to develop a connection with the audience. It engages in collaborations, campaigns, graphics, and videos to promote its brand. It makes sure to build its online popularity.

Influencer Marketing

Influencers hold great potential and an audience with them. When a brand gets associated with an influencer, it gains the customers’ trust.

Meesho has also opted for the strategy of influencer marketing. Various influencers like Devoleena Bhattacharjee, Paras Bhushan Kalnawat promote Meesho. This helps Meesho gain more audience towards the company.

Meme Marketing

Memes Posted by RVCJ Collaborating with Meesho

Memes are the latest trend in the market. Everyone loves to see and share them. So, strategizing a company’s promotion in these memes is a successful marketing technique.

Meesho has also taken a plunge in meme marketing. Meesho shares its new offers, discounts in memes. For example- They have used a dialogue from Jab We Met movie to convey its affordable prices. This strategy helps the company to attract more audiences and gain customers.

YouTube and Facebook Ads

Advertisements are the best way to market any business. Keeping up with the trend of digital marketing, Meesho uses YouTube and Facebook ads.

These ads help Meesho to build a strong presence. YouTube has a huge demographic audience. Thus, this strategy helps Meesho get seen by more viewers. Whenever a person clicks on these ads, they are redirected to the Meesho site or app. In this way, it helps the company to earn traffic.

Here's one of the popular ad campaigns - "Sahi Price" by Meesho.

Meesho also follows some other marketing strategies like email marketing, television commercials, sponsorships, SMS marketing to build its brand presence.

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Meesho’s Traffic Sources

Meesho’s marketing strategy is mainly focused on Direct traffic which is 50.99% on average. It gets search traffic of 40.21%. Apart from these, it generates traffic of 3.73% from social media, 4.26% from emails, 0.67% from referrals, and 0.14% from the display.

Covid-19 Marketing Strategy of Meesho

Meesho took a high road and gained huge popularity during the pandemic. At the time when people were losing their jobs and looking for business opportunities, Meesho came as a ray of hope.

It not only provides products at an affordable rate but also helps individuals to resell them. They made campaigns like #MyStoreMyStory. The ad shows how a woman carries many roles in her life for her loved ones. It promotes itself by showing how Meesho helps women earn their entrepreneurial identity with no investment.

During the pandemic, Meesho through its marketing strategies encouraged people to engage in its business opportunities.

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Meesho is one of the startups that made great progress in less time. In 6 years, it has proved to be a great blessing for tier 2 and 3 cities. They have gained a huge customer base from these cities.

The company has helped various small businesses to establish themselves online. It started from helping the local shops and now, has become a social e-commerce platform, helping various individuals. The unique idea and marketing strategies have helped Meesho grow well with further growth potential in its pocket.

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Who is the CEO of Meesho?

Vidit Aatrey is the co-founder and CEO of Meesho.

How many resellers are on Meesho?

Meesho has more than 17 million resellers on its platform of which 15 million are women.

What is the business model of Meesho?

Meesho earns from the 10 to 20% commission they charge sellers when they sell a product.

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