Dream11 Case Study

Digital Marketing Case Study

About HiCare
HiCare is India’s leading Digital & Responsible Hygiene Service Company. With a
legacy of 28 years, HiCare has served 1 Mn+ Residential Homes and several Millions of
Commercial Sqft areas. Some of HiCare’s notable clients are The Parliament, The
Airports, ICICI Bank, Apollo Hospitals, etc. In the residential segment, HiCare has
multiple service categories such as: -
· Pest Control
· Home Cleaning
· Disinfection
· Bird Netting

Under Pest Control Category, the key services are Termite & Cockroach Control Services.
With its 3X Technology, HiCare’s Termite & Cockroach Service is one of the best in India.

Key Features of Termite Service

Termite Service consists of 3 major features: -

· Drill – Drill the walls

· Fill – Fill it up with Chemical
· Seal – Seal the Walls

The service comes with 2 types of Warranty – a.) 1 Year & b.) 2 Years. For 1 Year
Warranty of 2-BHK, HiCare’s MRP is Rs 7500.

Key Features of 4D Cockroach Service

Cockroach Service consists of 4 major features: -

· Den Shelter
· Deny Food
· Destroy & Control
· Digital Monitoring

The service comes with 3 types of Service – a.) Single Service, b.) 3 S e r v i c e s 1
y e a r ( A M C ) & c . ) 6 S e r v i c e s 2 Ye a r s ( A M C ) .

For S i n g l e S e r v i c e - M R P 2 8 7 5
 3 Services 1 year (AMC) – MRP 5750
6 S e r v i c e s 2 Ye a r s ( A M C ) - M R P 1 1 5 0 0

More information on the website if required

Case Study Questions

With that in mind: -

· What are the various digital channels for Termite & Cockroach category’s growth?
· Who are the competitors for Termite & Cockroach & what is their possible growth
strategy?
· Basis above, define channel-wise goals & clear plan of Action. (Up to 4 channels)
· How would you allocate the budget for each channel? (Overall Marketing Spend
% to Revenue being 15% and Budget of 10 Lakhs)
· What are the various channel-wise constraints? (One possible constraint can be
low impressions)
· In case of constraints, how would you overcome the same?

Case Study Response Structure

Please send across your response and suggestions in a multi-page document.

What are the various digital channels for Termite & Cockroach category’s growth?

· SEO
Search engine optimization (SEO) is a process that involves improving our content, so it ranks higher on aggregators
like Google and Bing. With good SEO practices, our site will appear higher than our competitors when potential
customers search for terms like “pest control solutions,” “pest exterminators,” or “pest control near me.”
Here are a few SEO best practices we should implement:
Do some keyword research: Start by identifying which search terms customers are looking for in our
industry. Optimize landing pages and blog content to meet the needs of these specific search terms.
Use title tags and meta descriptions: Google prioritizes information that seems the most relevant. Include target
keywords in meta descriptions and title tags on our site whenever possible.
Build backlinks: Another key metric Google uses to identify top sites is backlinking. Backlinks are mentions that add
credibility and trust to our brand. Backlinking is when another website links to our at-home pest control guide or our
main site listing we as an expert in pest removal. In search engines, websites that have a high number of backlinks tend
to rank better. To build backlinks, reach out to relevant sources in the industry and offer to write guest posts or ask them
to link to our resources.
Use internal linking: To do this, simply place a link from one page on our website to another page on our website. We
want these links to be focused and informative. Add the link to anchor text that features a relevant keyword. For
example, if we have a blog post on pest control and one section covers eliminating termites, add a link in that section to
a termite removal guide on our site.

· local SEO
Local SEO marketing is a process where we improve content so that search engines know we provide a local service.
When people search for “pest control near me,” Google displays local results above the regular search results in what’s
called a “local pack.” The local pack lists the top three businesses in the area that provide the services consumers are
searching for.
To beat out the competition, we want our business to be in the local pack listings. The easiest way to do this is to
improve our local SEO. The first step is setting up and claiming your business on Google My Business — a site that
collects the basic information of a business. 
Verified Google My Business listings tend to rank higher in local pack search results than businesses that aren’t
verified. It takes just a few minutes to set up a free listing and you’ll just need to provide the business name, address,
phone number, business hours, and other relevant contact information.
Next, we want to make sure there is a consistent name, address, and phone number for our site. Large aggregators like
yellow page sites may list the wrong phone number or an old business address. Conflicting information can result in a
lower ranking in search engines. Make sure to update all contact information on our website and submit corrected
information to directories that have the wrong info.
In addition to Google My Business and NAP optimization, reviews play a key role in local SEO search results. Google
prioritizes sites that have good reviews and ones where business owners are responsive.

· Make infographics
With so much information on the web, it’s no surprise that consumers’ attention spans are short. We’re not going to
catch the eye of a potential customer with a 4,000-word blog post on the biology of pests. While interesting, consumers
simply don’t have time to read and digest that information, especially when they’re dealing with a pressing infestation. 
That’s where images come in. Infographics are a great tool because they enable us to share important information
without overwhelming readers. Try making an infographic of the most common pests in our area. We can also focus on
one type of pest and share interesting facts about the critters and list ways customers can make their homes less inviting
to the pests.

· Leverage paid ads

Many pest control companies use traditional advertising tools like flyers, billboards, and newspaper ads to get the word
out. Online advertising is another avenue that can help drive new leads and bring in new customers. 
Pay-per-click advertising (PPC) is a type of ad where we pay money every time someone opens your ad. Google
AdWords is one of the easiest PPC tools to use. Plus, when we pay for this type of advertising, our ads show up above
the regular search results on Google. It helps increase visibility for local businesses and we can track which ads are
performing the best within the Google ads dashboard. We can also purchase ads on LinkedIn or use Facebook Ads to
spread the word about our business.

· Generate reviews
Most consumers check online reviews before making purchasing decisions. Customer reviews and testimonials offer
valuable insight into what works well about our products or services. It works similarly to word-of-mouth, helping to
boost our authority and offering concrete examples of how our products and services work.
In addition, reviews are a key metric in Google search rankings. Having a lot of rave reviews can boost our site up in
the rankings, effectively helping us stand out from the competition. 

· Email marketing
Email marketing is another way to gain new leads and increase our online exposure. It’s another way we can catch
customers in the sales funnel, even if they don’t make a purchase. For example, some customers may be visiting our
site to get information on how to prevent pests from entering their homes. They may not be ready yet to sign up for pest
elimination services and might just be hunting for information.
We can include a website pop-up asking customers to join our newsletter or mailing list instead of promoting sales. We
can then send out relevant information to the email list. If customers find it informative, they may buy our products or
turn to our services when they can’t manage the pests themselves.

· Social media marketing

Social media may not drive the most sales to our site, but it’s still an important tool when building our online presence
and crafting a digital marketing strategy. It’s a great place to run marketing campaigns and when our followers share it
with their networks, we increase our reach, helping to build new leads.
It’s also another tool we can use to get reviews and feedback from customers. Use social media to follow up with
customers who post about our business. Share exciting content about the pest control industry and see what types of
people engage with the post. This can help you identify marketing segments and adjust your campaigns to fit their
needs. 
Social media is also a great place to show off our brand personality. Since it’s a more casual forum, we can use humor
to show consumers how friendly your business is while also being an expert in the industry.

· Get listed on partner service websites & local directories, these are also helpful in getting leads.

Who are the competitors for Termite & Cockroach & what is their possible growth
strategy?
Growth strategy – Most of the competitors are active on paid & social media ads. SEO & organic social
also have a strong presence. For search, they have split up keyword-based on generic service only &
service plus area-wise keywords. As highlighted above we need to ensure an active presence on all
possible channels and based on the performance we can enhance a particular channel.

Basis the above, define channel-wise goals & clear plan of Action. (Up to 4 channels)

Paid Search Ads- We need to ensure that we have a set campaign structure

Brand – Hicare, Hicare +service keywords

Core – Cockroach pest control, ant pest control etc.

Lateral – pest control, pest control+ area keywords

Competitor – Add competitor keywords

Paid display Ads – To generate awareness

Paid Discovery Ads – To generate leads

Paid YouTube Ads – To generate leads

Social Media Ads – Run lead generation ads

Local Directories – Enroll for paid mentions

 For search ads, we can also run call-only ads & geo-fencing ads as well.

What are the various channel-wise constraints? (One possible constraint can be low
impressions)

· High CPC & CPL

· Low impression share
· LTV vs CAC ratio not being up to the mark
· Above 5 ad frequency rate for social
· Limited audience bucket size for Facebook
· High cost per good leads per session
· High bounce rate for Facebook
· Lower ratio of returning customers
· New customer acquisition becoming expensive
· Frequently changes in google like expanded ads being dissolved
· Analytics not being set properly to evaluate the success of the campaigns
· Quality of leads being generated from each platform
· Lesser AOV

In case of constraints, how would you overcome the same?

· Cross-platform analysis to ensure that the platform with the best CPC & CPL
receives the maximum share of budget
· Will evaluate the reason for low impression share & work towards improving the
Budget or the structure of the campaigns.
· Channel level attribution of LTV & CAC will be calculated, root cause analysis will
be done & based on that action will be taken.
· Will have to keep on changing the creatives & audiences in case of high frequency.
· Turn on CRO for Facebook to bridge the gap since the iOS update for Facebook.
· Cross-platform analysis to ensure that the platform with the best cost per good lead
per session receives the maximum share of budget
· In case of a high bounce rate, we need to check the audience, creatives & Landing
pages
· Lower ratio of returning customers, we’ll have to treat Branded audience separately
· Frequently changes in google like expanded ads being dissolved, strengthen
response search ads
· Test analytics settings
· Boost the platform with good quality leads & evaluate the ones with low
performance
· Optimize for higher AOV

How would you allocate the budget for each channel? (Overall Marketing Spend % to Revenue
being 15% and Budget of 10 Lakhs)

Google – 60% (Budget - 6,00,000)

Social (Facebook + Insta)– 30% (Budget -3,00,000)

LinkedIn – 5% (Budget - 50,000)

Directories – 5% (Budget - 50,000)