EXPANSION OF AN E-COMMERCE PLATFORM IN A TIER 2 CITY USING BTL ACTIVITIES

Abstract

The objective of project was expansion of an E-Pharmacy company/app (Chosen company was 1mg) in 2nd tier city with Below the line marketing. To understand the best source of marketing multiple activities were conducted such as Tie ups with gyms, Salons and parlors, schools, residential society and social groups. For this purpose, a total of 12 gyms, 30 salons, 10 schools and 9 residential societies were visited and were in talks with 8 social groups. Whole concept of E-pharmacy was communicated to them and were asked for future tie ups, as it is a great source of catching and updating customers directly. Along with it, a research was conducted by preparing a questionnaire and sending them to the end customers and recording responses given by them. The responses are presented in form of charts, projects and graphs for better understanding in the project. The important observations were: - 1. People do not really know about online pharmacy 2. Lack of awareness about the operation of online pharmacy 3. Customers are eager to save on medical bill 4. Ease of ordering is appreciated among the society. 5. All the basic facilities are also provided by local chemist i.e. ease of ordering regular medicines and home delivery. 6. 40% of the patients do not have prescription with them, as they are taking same medicine from many years. On the basis of above findings, few suggestions are evaluated to help the company for expansion in the city.