Hippo

Strategy and expected results

Group:3 F2 29 September 2021
M2022026 Akshay Mashidkar
M2022046 Vedant Shelke
M2022083 Pranav Joshi
M2022100 Aditya Pawar
M2022111 Rajan Shukla
M2022112 Abhishek Singh

HIPPO: STRATEGY & EXECUTION GROUP:3 F2

 1.1 Strategy
“Hunger fight Campaign”
To overcome the distribution problem, Hippo must invent an innovative solution instead of
following the traditional method. It must take the help of social media. Hippo must ask followers to
tweet on Twitter @hippohelpmefighthunger about the unavailability of hippo snacks in their
neighbourhood stores. This campaign would help customers in specific locations throughout
Hippo’s entire distribution process. A large number of people would participate in this "hunger-
fight" campaign.

These tweets would come from many cities in India. This campaign would bring in a lot of
followers on Twitter. It would help Hippo sell and distribute to a lot of people via Twitter at no
extra cost. Consumers would tweet using cell phones from colleges, supermarkets, local grocery
stores, offices and train stations.

Hippo will then collect and analyse the information found on Twitter, and then send the
information to local distributors in specific areas, and finally restore retail shelves, thus satisfying
customers within few hours.

1.2 Implementation

Hippo must be reluctant to use outsourcing distribution and distribution tasks in the
traditional way and must avoid spending large sums to overcome the demand-supply problem.
Instead it must take help by communicating directly with customers. Hippo must set up a stem cell
at the manufacturer's headquarters in Mumbai, which would collect the information and
immediately hand it over to the distributors. This system would work very efficiently. Stocks will
replenish within 48 hours of receiving complaints and customers would immediately notify of
Hippo Snacks availability via Twitter. Hippo would also provide ‘anti-hunger’ hampers to the most
active users on Twitter and encourage more participation from its users. It would help to create a
bond between consumers and the brand.

Consumers would soon begin to realise that this campaign is helping them resolve their
complaints and that Hippo is making their Snacks available via their tweets in their

HIPPO: STRATEGY & EXECUTION GROUP:3 F2

 neighbourhood retail stores. Hippo would eventually become more popular through word of mouth
and social media.

1.3 Results

Hippo realised the problem they were facing and did not want customers to take empty retail
shelves as an indication of brand failure in a short time.

So it came up with a Plan-“Hunger fight Campaign”via twitter, which was very successful in
turning followers and customers into inventory trackers. Hippo was able to strike a balance
between demand and supply, thus solving the problem of supply and logistics.A simple tweet is an
amazing experience for customers to learn how to revamp retail stores and meet their need. They
interacted well with the brand and helped build the hippo online presence.

With the help of this campaign, Hippo was able to predict markets and identify potential
markets for business expansion. It recognises its weakness and turns it into a force to be reckoned
with on social media. Hippo would be a very good example of how the brand retains customers
who go to rivals because stocks are not available. It used social media to communicate with
customers and provide real-time solutions to availability issues.

HIPPO: STRATEGY & EXECUTION GROUP:3 F2