Study of Flipkart from a Marketing point of view

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Information about Study of Flipkart from a Marketing point of view

Published on January 2, 2017

Author: albertramanujan

Source: slideshare.net

1. Flipkart By: Abhishek DuttaGupta

2. Introduction • Launched in 2007 • Chief objective of making books easily available to anyone who had internet access. • But today, there are approximately more than 12 Categories and 37 Subcategories

3. Introduction (Cont..) • Believes in providing their customers a memorable shopping experience. • More than 2 million registered users. (26 million visitors • Retention Rate of 70 % & a Customer Growth rate of 12 %. • Sale of 30,000 items a day on an average.

4. Founders Sachin Bansal and Binny Bansal

5. Sachin Bansal • CEO and Co-founder • Graduated from IIT-Delhi with a degree in Computer Engineering. • In 2006 he joined Amazon.com in India which he later left to set-up Flipkart.

6. Binny Bansal • COO and Co-founder • Graduated from IIT-Delhi with a degree in Computer Engineering. • In 2007 he joined Amazon.com in India which he later left to set-up Flipkart.

7. The Flipkart Story • Started as an “Online Book Store” • Initially employed ‘Word of Mouth’ Tactics. • Within 2 years, it became “India’s Largest Online Bookseller” as well as entered the Top 100 Websites in India. • Broke-Even in March 2010 • Employs over 3000 people all over India

8. The Flipkart Story (Cont..) • 2011 saw the ‘Rebranding’ of Flipkart • Journey from being an ‘Online Book Megastore’ to ‘The Online Megastore’ • A major brand make-over occurred in Late 2011 to make it look more ‘upmarket’. • Advertisements also increased drastically.

9. Evolution of Logos

10. Taglines ..! Over The Years • “Bookstore at your door” • “The store at your door” • “Jo dikhta hai wo bikta hai” • “No kidding, no worries” • “Shopping ka naya address”

11. Funding • Initially funded by the Bansal’s themselves with 4 Lakh (INR). • Raised two rounds of funding from venture capital funds Accel India (in 2009) and Tiger Global Management (up to the tune of US$10 million) (in 2010). • Private equity firms Carlyle and General Atlantic are in talks to jointly invest about $150 million to $200 million in Flipkart, according to sources.

12. Acquisitions • 2010: WeRead, a social book discovery tool. • 2011: Mime360, a digital content platform company. • 2011: Chakpak.com, a Bollywood news site that offers updates, news, photos and videos. • 2012: Letsbuy.com, an Indian e-retailer in electronics. • 2014: Myntra.com, Online Fashion and Lifestyle retailer.

13. Marketing Strategy • Mostly marketed by word of mouth advertising. • Advertisements are comparatively rarer. • ‘Customer Experience Delight’ has been their best marketing strength. • Very wisely used SEO (Search Engine Optimization) and Google Ad-words as the marketing tools to have a far reach in the online world. • Flipkart.com official Face book page has 38,76,115 ‘likes’. Its twitter page has 18.9 lakh followers

14. Success @ Flipkart • Great Customer Service. • Easy to use Website. • Hassle Free Payment System. • Convenient Modes of Payment. • Keen Focus on User Experience

15. Marketing Mix @ Flipkart • Product : – 12 Categories from Books to Electronics, Personal Hygiene to Sports Utilities, Home & Kitchen Appliances to Apparels & Accessories. • Price : – Supposedly Guaranteed Lowest Prices with Many discount ranges. – E.M.I Options available too

16. Marketing Mix (Cont..) • Place : – Anywhere & Anytime. (One needs to be connected to Internet though) • Place : – Anywhere & Anytime. (One needs to be connected to Internet though)

17. Promotional Strategies • “Big Billion Day” Offer • Exclusive Product Launch • “Flipkart First” • Social Media Marketing • Advertisements • E-Vouchers and Gift Coupons • “Festive Season Sale” Offer

18. Customer Relationship Management • Customer Centric Approach – Order Process ⇾ Order Confirmation ⇾ Order Summary ⇾ Shipment details + Realtime Tracker ⇾ Delivery Information ⇾ Review. – 24/7 Customer Service

19. • Customer Satisfaction Orientation – Order Fails – Order Cancellations – Order Returns / Replacements / Exchange • Customer Knowledge Discovery – Recommendations – Wishlist / Cart Customer Relationship Management

20. Visual Merchandising • Flipkart has adopted a catalogue based theme for its online visual merchandising. • More difficult than traditional visual merchandising • Flipkart relies on soothing visuals and eye-pleasing images of its products. • The ‘Catalogue theme’ ensures all products are placed in correct related categories to make it user friendly. • Seasonal based graphics add to the shopping fervour of its customers.

21. References • https://www.flipkart.com • http://indiatoday.intoday.in/story/india-today-youth-special-sachin-bansal- and-binny-bansal-flipkart/1/151569.html • http://timesofindia.indiatimes.com/tech/tech-news/Online-retail-in-India- expands-to-65-Flipkart-leads/articleshow/40362590.cms • http://www.academia.edu/6324047/Case_Study_of_an_Emerging_Giant_in_t he_Online_World_-_FLIPKART • http://mobilemantra.net/flipkart • http://www.asianage.com/debate/flipkart-s-big-billion-day-sale-india-s-e- commerce-market-has-come-age-367 • http://www.net-a- porter.com/pws/images/pdfs/VisualMerchandiserNYOct09.pdf • http://www.livemint.com/Companies/zWdTfe2wRUKyn2XVJMGnWL/The- next-Infosys--The-frontrunnerFlipkart.html

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