Raw Pressery Social Media Marketing

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Name: Siddhant Agrawal

PGMBE

Social Media Marketing Individual Project

Raw Pressery

Introduction

RAW Pressery is India’s first and largest clean label company that aims to make being healthy easier. Incorporated as a part of Rakyan Beverages which began its journey in June 2013, in Mumbai, RAW Pressery has been leading the revolution towards a healthy lifestyle by developing, manufacturing, marketing, distributing and selling juices that are free of preservatives, added sugars and chemicals. 

RAW Pressery is currently considered a cult brand. Its audience double up as brand endorsers.

Since 2014, the company has raised nearly $7 million (about Rs 46 crore) in total. The brand has spent about Rs.3 crores to Rs.4 crores on marketing in last three years but is likely to up that amount to Rs.10 crores – Rs.12 crores in 2017-18 with a mainline campaign from Lowe Lintas which was launched in April this year.

Current Strategy

Raw Pressery positions itself as a healthy and fresh beverage of choice. In terms of marketing and advertising, they are a digital first brand leveraging on social media assets such as Facebook, Twitter, Instagram and YouTube to create interest and drive trials via their website. Alternatively, their promotional strategies look at driving trial via extensive sampling and bill boosters at retail. Since the very start the company has had a very strong social media presence, focusing on organic engagement as a pillar of their social media marketing strategy.

Organic Social media marketing refers to the use of free tools provided by each social network to build a social community and interact with it, sharing posts and responding to customer comments. Raw actively posts in Facebook & Instagram, informing their followers about products and benefits related to it. The company has 78,330 active followers on Facebook while 56,000 followers on Instagram. Constant social media updates have helped Raw build a community of loyal followers and customers. Furthermore, this organic strategy has assisted the brand with word of mouth marketing with 88% of people trusting online reviews written by other consumers and 81% of people saying they're influenced by what their friends share on social media. It is not surprising that Raw was able to attract a few celebrities with its offerings since the juices are mainly targeted to health conscious customers, which further helped the company with marketing as these celebrities often post about products & services that they like.