IMC Plan and Activity of Evaly

Introduction:
Having a great product available to your customers at a great price does absolutely nothing for
you if your customers don’t know about it. IMC involves bringing together a variety of different
communication tools to deliver a common message and make a desired impact on customers’
perceptions and behavior.
Evaly is a Bangladeshi technology company that specializes on e-commerce, food & grocery
delivery, classifieds, accounting & inventory solutions and other logistics. The company was
founded by Mohammad Rassel in December 2018 headquartered in Dhaka, Bangladesh. From its
inception, the company has focused on competitive pricing with countrywide shipping. The
company has differentiated itself from other e-commerce platforms by giving lucrative offers on
high value products like motorcycles, cars, phones, home appliances and furniture. Evaly is an e-
commerce site which will be capable of providing every kind of goods and products from every
sector to every consumer located in Bangladesh. The world’s market place will be only finger-
tips away for any customer in possession of a smartphone/computer and an internet connection.
They will be able to purchase everything from a safety-pin to an apartment building from our
website.
It has provided numerous business opportunities for small and medium enterprises to leverage
the innovative technology to compete more efficiently domestically and globally. An accounting
and inventory solution developed by Evaly to help people keep track of their business or
personal transactions with the help of automation. Evaly started with an ambition to build an
everything stores of Bangladesh. The company has a long way to go before it becomes the
everything stores. However, it has made some significant headway. Within a year of launching,
the company has become one of the leaders in the ecommerce industry in Bangladesh effectively
putting a strong fight with Alibaba owned Daraz for dominance.

Body:

IMC Strategy:
Evaly didn’t want to limit their business to just e-commerce. In addition to Evaly, the company
has come up with several more applications for consumers like eFood, eKhata, eBazar. Evaly's
strategy includes creating a social factor around its services to add people who were not using e-
commerce sites previously.
Evaly is always trying to create awareness about their presence in the market by giving some
unbelievable and attractive offers and deals to the customers. There the strategy followed some
of the Chinese e-commerce platform like: Alibaba, Jd.com, pinduo.inc etc.
Evaly has added new strategies like group buying, cashback facility. These strategies helped this
e-commerce to grow quicker than the other platforms.
The main objective of this strategy was to achieve merchandise value of a large amount by
keeping large basket sizes. At present, an average of 1 million orders are placed on the
company's platform every month, and the transaction is worth Tk 300 crore. Already, Evaly has
more than 3.5 million customers.

Reward Base Campaign:

Rewards-based Campaign promises investors that they will be rewarded for contributing to the
investee's campaign. ... People investing in an idea they believe in, to then receive something in
return, most of the time is non-monetary, tends to generate attention from interested investors.
Loyalty Program
Evaly allows to express its gratitude to the special group of customers who have been the
staunchest supporters of the brand.

Discount Campaign
Evaly provides consumers with 10-150% cash back offers in Cyclone campaign. After
confirming the order and confirming payment you’ll get the cash back offer.

Cashback
Evaly, firstly gave their priority on WWM to promote their business throughout Bangladesh. I’ve
already mentioned this term in the following topic. They have produced several offers,
campaigns, and so on. The cashback campaign was the most effective one among them. It helped
to attract the consumer the most. It is totally a new idea in the e-commerce section.
Evaly provides consumers with 10-150% cashback offers. After confirming the order and
confirming payment you’ll get the cashback offer.

WMM(World of Mouth Marketing):

Word-of-mouth marketing is when consumers talk about a company's product or service to their
friends, family, and other close relationships. Companies can encourage WOM marketing
through exceeding expectations on a product, providing good customer service, and giving
exclusive information to consumers.
This term often used in business. So this the strategy primarily focuses on the marketing sector.
By doing several promos, mega sale offers huge and continuous advertising in social media or in
television or other sources, gift card provision. These all things helped evaly to get customers’
attention. Thus every got its familiarity in a short time. So many campaigns also helped them to
grow. But the Cashback campaign was the best among them.

Brand Association
They also did a good inert-organizational association with few well-known brands in
Bangladesh. They work with TVS Auto Bangladesh, Runner Group, HP, Bata, Splash, Transcom
Digital, Realme, Xiaomi and so on.