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- Momzjoy
Welcome to Marketing Simplified, a weekly newsletter where I simplify a startup’s marketing strategy for all of you to implement and understand.
Being a mother is seeing your heart walk, laugh, and enjoy outside your body. A woman’s body goes through numerous changes during their pregnancy. The brand we are going to talk about today is making the journey a little easier with comfy clothes, lingerie, essentials, kits, masks, and whatnot for the to-be mother. Momzjoy has created a wonderful ecosystem niching down to maternity clothing, kids’ wear and essentials, and also the new dad’s clothing!
Let us dive straight in to unwrap the brand’s strategies:
Target Audience:
So Let’s see: Momzjoy has got 3 target audiences as per their products:
To-be and new moms: They have got products such as photoshoot gowns to nursing lingerie for moms.
Fathers: They didn’t let the dad feel left out. They created a collection for the dad’s clothing as well.
Guardians: They have the option to send a gift and e-card to the couple who are expecting.
Also, here since parents do most of the shopping for their kids, so it’s safe to consider that moms and dads are also their target audience for the kids’ clothing.
Marketing Mix
Product:
Momzjoy provides a lot of products. It covers everything as soon as you get that good news to the point the child turns 8, they have got you covered! Let’s get into it one by one.
Maternity and Nursing clothing: This section includes all the clothing a mom may require during the 9-month period. It includes:
Dresses (mind you, all sorts! From tops to photoshoot gowns to nightsuits)
Bottom wears
Premium maternity wear (This includes the exclusive designs and materials used for the latest trends)
New Mom Essentials: This section includes everything a new mom may need to pamper herself and the baby. All the requirements are taken care of. They have got it all, diaper bags, nursing bras, feeding stoles, herbal hair oils, face masks, you name it, they have it!
Gifts and E-cards: If you are a person like me, you really need this option. If any of my known gets “the good news” and like always I can’t visit them, this is my saver! This part gives you the option to send a gift card as small as Rs.2100 to Rs.11,000/- to a particular address to wish them good.
Baby and Kid’s Wear: This section includes most of the things a baby may require. They have all the products a child may require from 0-8 years of age. Clothing, sleeping pillows, teethers, bibs, burpers, and everything else except the toys!
Dad’s wear: Now, can’t leave the dad out of the equation, can we? Momzjoy gives the new dads a new cool look with comfy shirts and kurtas to carry in this scorching heat.
All of the products also come in winter collections as well.
Price:
The price range of the products is pretty affordable and comes in economical pricing. The maximum pricing goes to Rs.5700/- while it starts from just Rs.599/-. So the price range is inclusive of the premium dresses as well.
Delivery in India stays free and international shipping over $340 is free.
Place:
Momzjoy is available all over the world with their very lucrative free delivery across India and free shipping worldwide if the order amount exceeds $340. The selling happens online through their website and for the bulk or corporate orders via a sales team through email.
Their delivery usually takes 7-14 days but could be done on a priority basis after contacting support.
Promotion
The promotion strategy focuses on online promotions. Let’s get into further details to know their online marketing strategy.
Digital Marketing Strategy:
Website optimized for conversions:
Momzjoy has used various psychological tricks to increase its conversions. These tricks include using techniques like
Scarcity showing “only 10 left in stock!”
Anchoring which shows “Rs.1500 Rs.1205/-”
Social proof by depicting “15 sold in last 18 hours.”
Also depicting discounts and mega sales in the header also help in pumping the sales.
Pop-ups:
The website shows three kinds of pop-ups during your entire session out of which one became my personal favorite.
Entry pop-up: This pop-up helps in increasing the action taken by the user since this pop-up has a discount code in it.
Chatbot: Helps in easy navigation
This is my personal favorite: Every 10 seconds a pop-up would show up in the bottom left corner saying “Someone from <a name=""> bought </a><a name="">.”</a>
Free delivery:
This is a push a person may require to buy a product. On most e-com websites, products with free deliveries are bought way more than the products without the charges. Momzjoy keeping the delivery absolutely free surely makes a difference in their sales.
Social Media:
Momzjoy has a very strong Instagram game. It shares the pictures of its customers, reviews, celeb influencers wearing their clothing, and some really great tips for moms. Showing off their product pictures of high quality they have been one of the most loved brands by the mothers.
Performance Marketing:
Momzjoy has also been running ads on Instagram and FaceBook doing interest-based targeting to would-be and new moms showing off its reviews and beautiful dresses for the photoshoots which is also their premium wear. The major focus of the campaigns stays increase the average order value of the customer gained.
Influencer Marketing:
They also have sent out their products to the celebs which gave them a boost for the sales. These celebs include Sania Mirza, Malini Kapoor, Nisha Rawal, Sara Afreen, Maahi Vij, Soha Ali Khan, and many many more.
Content Marketing:
Momzjoy also has a blog that clearly circles around pregnancy and moms, their mental health, the superfoods, tips for easy parenting and handling of the child, and many more. Though, the blog is no longer active but it stays on the website.
My Suggestions:
On the website, where social proof is being depicted, the numbers are not constant. As soon as one reloads the website, the numbers change contradicting the past numbers.
The personal favorite pop-up needs to be edited out. 10 seconds is very noticeable.
The blog needs to be active again!!!
Momzjoy has created a wonderful ecosystem for moms to relax and pamper themselves and their babies. Even if it is a place more inclined towards moms, there’s a stark contrast in numbers where 51.03% of the traffic on the website is men. Seems like men are pampering their wives with all the love! Good going guys!!!
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See ya lovelies next Friday with another startup!