`s Marketing Strategy

PiRuby`s Teaser Campaign in the Edtech Market Using Content Co-creation
Case Code: MKTG458
Case Length: 15 Pages
Period: 2010- 2023
Pub Date: 2023
Teaching Note: Available
Price: Rs.400
Organization :
Industry :e-commerce
Countries : India
Themes: Digital Marketing, Marketing Strategy
PiRuby`s Teaser Campaign in the Edtech Market Using Content Co-creation
Abstract Case Intro 1 Case Intro 2 Excerpts


About Firstcry

It was in the year 2001 that Supam Maheshwari (Maheshwari), an IIM-A management alumnus, ex-employee of India based Information Technology Company, Brainvisa Technologies (Brainvisa), and father of a newborn baby girl, felt the absence of choice in baby products in the market of Pune, India..


Firstcry had adopted the hybrid model of online and offline stores since its early days, but it found the level of competition increasing as the growth of the Indian baby care product market encouraged many companies to enter this segment and follow a similar business model. The major competitors of the company were Me N Moms (1994), (2011), Parentune (2012), and Baby Amore (2018)..

Promotional Mix at Firstcry

In June 2013, Firstcry launched an innovative Gift Box strategy – the ‘Direct-to-Parents program’– to reach the maximum number of new parents. Under this program, the company offered gift boxes to the new mother at the hospital as a complementary gift to celebrate the birth of her child..

Digital Marketing Strategy

In its initial days, Firstcry used the TV and print media for its product campaigns. But finding this medium of advertising expensive and not really effective, its founders chose word-of-mouth and internet advertising as the mediums to promote Firstcry products..

Omni Channel Marketing

Within a few months of launching the online platform – – Maheshwari and Saha realized that most Indian parents preferred to buy from physical stores as they were not too familiar with the internet and their use of computers was limited..

Way Ahead

Experts stated that Firstcry had created a dominant position for itself in the online segment of the Indian baby care products market and also wanted to establish itself as a leading player in the offline baby care products market. Looking at the expected growth of the baby care products market, the company also aimed to double its expansion on a yearly basis as compared to the previous year..


Exhibit I: Firstcry’s Funding Details
Exhibit II: Comparison of Firstcry Financial Data
Exhibit III: List of Top Online Stores in Childcare Category
Exhibit IV: Segments of Baby Care Product Market of India
Exhibit V: Factors Leading To Increasing Competition in Indian Baby Care Products Market
Exhibit VI: Firstcry’s Competitors
Exhibit VII: Calculation of No. Of Customers and Customer Acquisition Cost
Exhibit VIII: Firstcry Product Details

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