About Sahara Q Shop:
Sahara Q Shop is a mega quality retail business dealing in consumer merchandise. It is an initiative by Sahara India Parivar to make adulteration-free items in the categories viz. home care, kitchen appliances, personal care and others available to the Indian consumers.
Business Objectives of Sahara Q Shop:
The real objective of the company was to build a strong Facebook community to make the masses aware about the company’s pure, adulteration-free and high quality products available at its store. The company wished to achieve the following business objectives:
- To build a base of loyal customers online on the social media sites and not just limiting its focus simply on reaching the audience at large but to attain a level of credibility amongst its customers.
- To design a fresh business model catering to the stiff competition with manufacturers as well as the retailers such as Walmart and Big Bazaar etc.
- To educate the audience (Tier 1 and 2) about a number of products in various categories.
- To combat the negative sentiment/perception in the minds of the consumers by shifting its focus on the overall brand image online and the products available.
Approaches/ Strategy Adopted by Sahara Q Shop:
The strategy adopted by Sahara Q Shop includes the following:
- The primary approach of the company was to educate the masses about its products and eliminate the negative perception about the same from their minds. After this, they focussed on increasing the brand reach and made efforts to build a strong brand image.
- They believed in investing their resources on the targeted customers rather than bombarding them to reach out the wider masses.
By implementing the above mentioned strategy, the company determined its targeted customers and strived to strike a chord with the target audience. It leveraged Facebook to attract the people who are interested in the brand philosophy through viral videos and increasing the media budget to some extent. It also used Twitter to engage the right kind of readers or potential customers in order to develop a credibility base online.
Results Achieved By Sahara Q Shop:
The company was active on Twitter and within a month’s time, the company achieved a Klout Score of 40 which was quite close to the Big Bazaar’s score of 54. Also, it managed to overpower HUL’s score of 33.
Social media marketing is a great tool in the hands of the business persons provided, they understand its social aspects which is tender to handle stiffly. It can be used to eliminate any kind of negative publicity or sentiment against the company in a friendly manner by being honest and precise. Nothing is rewarded more than honesty in a business and the social media platforms are a good place to make the target audience feel that they are respected and treasured by the company.