STRATEGIC MANAGEMENT IN FLOWERAURA

(CONTENT MARKETING)

Made By:
VIVEK AGGARWAL
Roll Number- 118
Semester-4
ABOUT FLOWERAURA
The idea of FlowerAura was born out of the recklessness of an online florist who failed to
deliver flowers to Shrey’s girlfriend (now wife) Mahima. “Why can’t we do this ourselves. Start
a company that assures delivery of gifts to your loved ones” thought Shrey Sehgal , co-
founder, FlowerAura. He then along with his friend Himanshu Chawla started FlowerAura in
2010.
www.FlowerAura.com is an online flower store that delivers flowers all over India. We at
FlowerAura deliver the best quality - fresh cut flowers in more than 220 cities across India with
the help of our strong affiliate network and channel stores. Each and every one of our flowers
is handpicked at the right stage of bloom by our expert florists in your cities.
VISION & MISSION OF THE
ORGANISATION
Vision-
FlowerAura is always there where ‘Words are not Enough..’. We at FlowerAura know
how important it is to express your feelings with the same amount of zeal that your
presence would have brought to the occasion. Bringing a smile on your face and
being your messenger with perfection is our motto. We define our success by our
satisfied customers.

Mission-
As for now, FlowerAura has over 1 lac satisfied customers. “Our customer centric
approach differentiates us from all our competition. We attach our service right from
the point of order to the point of delivery”
 GOAL OF THE ORGANISATION
On the micro level, FlowerAura is focusing on technology, both at the
front end as well as the backend. The young entrepreneurs believe that
technology can add to the customer experience and no one is using this
effectively in the industry. They are also empowering their vendors with
such technology to ensure an efficient product delivery. The company will
set up offline retail stores in the coming few months.
FlowerAura today has successfully hit above $1M in sales . The company
has taken about 5 years to reach the stage that it is in today. The
company plans on introducing newer segments to their product
offerings.
 CONTENT MARKETING
Content marketing is a strategic marketing approach focused on creating and
distributing valuable, relevant, and consistent content to attract and retain a clearly
defined audience — and, ultimately, to drive profitable customer action.
Content Marketing constitutes of:
Blogs & Articles
Social Media Marketing
Visual Content Marketing
Product Descriptions
Ad Copies
 BLOGGING
A business blog is a standalone website, or section of an existing business' domain, devoted to
writing about subject matter related to their company's industry and its sub-fields. Business
blogs have become a fundamental component of successful web marketing and utilized by
most online businesses.
Our strategy is to produce blogs as per our buyer persona. Every 3 months our sales team
provides us with the types of consumer persona and our SEO team informs us about our target
audience.
Content team writes each blog keeping one type of persona in their mind.
For example, if we are writing about cartoon photo cakes, it will mostly be purchased by
parents of little kids. We will write the blog keeping them in our mind.
After writing the blog, there is a link which lands to the page where the reader can buy these
cartoon cakes. If the consumer makes the purchase, this contributes to the first goal which is
reaching 7 million Revenue.
 SOCIAL MEDIA MARKETING
Social media marketing is the action of creating content to promote your business and products on
various social media platforms such as Facebook, Instagram, and Twitter. Your unique content
should be tailored to the specific platform it’s being shared on to help you boost conversions and
increase brand awareness.
Our major aim is to connect with the consumer and increase brand awareness.
Social shares can help indirectly with search ranking, which in turn helps with lead generation. So
it’s no surprise that many companies have focused social media content to wow their audiences.
We not only promote our products but encourage our audience to participate by commenting and
share their thoughts. Since this is a gifting platform, it is very important for our consumers to feel
valued and believe that we care about emotions.
Apart from promoting our products and services on social media, it always good to talk about the
ongoing issues. We need to voice out the organisational views and keep the audience engaged.
 PRODUCT DESCRIPTIONS
A product description is the marketing copy used to describe a product's value
proposition to potential customers. A compelling product description provides
customers with details around features, problems it solves and other benefits to help
generate a sale.
It is a major part of the content marketing strategy as this is the step where the
consumers decides whether to purchase the product or not.
The more crisp & clear the information is, more the consumer will be convinced to buy
the product.
This helps with increasing the Net Promoter Rate. The more clear the description is,
there will be less consumer complaints. So, there must be all details mentioned in the
description of an item.
 OTHER CONTENT
There are other pieces of content that is worked upon like:
Mailers- It involves sending emails to our existing consumers, the one with abandoned
carts and the ones who have subscribed to our mailing list. We offer different kinds of
discount coupons to different layers of consumers, encouraging them to buy the product.
The main aim is conversion
Festival Creatives- Being the leaders in the marketing of gifting industry, producing
content which helps people to share wishes and emotions is very important. It makes
them feel emotionally connected to the brand and helps in brand awareness.
Ad Copies- Writing down for advertisements over Facebook, Twitter, Instagram,
Youtube, ad-words is one major role of content marketing strategy. It helps in lead
generation and conversion of the products.
MAJOR CONTENT MARKETING GOALS & ROLE- SUMMARY
Build more targeted landing pages
Segment the audience to increase engagement
Know the audience, and give them what they want
Consistently run A/B tests, so the organisation does not invest time & money on wrong
strategies.
Craft content based on our core values
Use native Ads, but make sure not to be deceptive.
Conducting a competitor analysis & work with the data
Create headlines based on emotional keywords- Proper SEO Research
Give the audience a behind-the-scenes experience
Invest in learning about the audience
Provide the audience with updated content & talk not only about our products but also
what’s happening in the news.
THANK YOU