Groupon’s Indian website was recently crashed down by onions! Yes, the deal site offered onions at a discounted price online, when the prices of this most sought after and highly used vegetable increased more than 150% in recent months. The sudden traffic spike made the site crash temporarily. People in India consume more than 15 million tonnes of onions a year making it a highly used vegetable in almost all the meals.
The Groupon team came up with this idea to grab the consumer attention at a time when the price of a kilogram of onions in India went up to Rs.70 ($1.14) from less than Rs. 30 (45 cents).
They announced a week long deal on Sep.5, and offered 1 kilogram of onions at 9 rupees (about $0.14) for 3,000 buyers for the next 7 days.
The sale of onions started at 1 pm everyday until 3000 kg of onions are sold for the day (most of the days it was sold out within an hour). In seven days, more than 22 tonnes of onion were sold and home delivered free; across a huge country like India.
The idea was spot on and well executed. The ‘deal’ was promoted on various online marketing platforms, social media channels gaining them huge traffic increase, wide media coverage and more signups. Here’s an analysis detailing the entire story – how they grabbed the opportunity, the execution plan and the results – a good marketing case study indeed.