By Rohit Agarwal (127)Sourabh Saran (148)

Index1. Introduction2. Competitors3. SWOT Analysis4. S.T.P.5. Marketing Strategies6. Order Lifecycle7. Logistics8. Marketing Mix (4P’s)9. Conclusion

IntroductionParent Company Flipkart Private Limited (FPL)

Category E-commerce – online retail apparel, electronics

Sector IT & Technology

Slogan The Onl;ine Megastore

USP Wide variety of products across many segments

Introduction• Founded in 2007 by Binny and Sachin Bansal.• Started with selling of books.• HQ at Bangalore, Karnataka• First book sold: “Leaving Microsoft to change the World” by John Wood• Later expanded its product line toa. Electronicsb. Home and Kitchen Appliances

Competitors

Competitive Advantage

1. Hands on Understanding of Customer: Flipkart has better understanding of Indian customer than Amazon in terms of actual experience- not analytics. Also, they have been pioneers of concepts like Cash On Delivery.

2. Established Brand3. Logistics: Flipkart has built it’s own delivery arm.4. Supply Chain5. Strategic warehousing & distribution capability6. Well aligned fulfillment process7. Inventory Model8. Innovative advertisements9. Payment Options

Market Segmentation1. Geographic : caters to Tier1, Tier2, Tier3 cities2. Demographic : 75% of online users between age group of 15-34 years.3. Behavioural: Web Friendly people4. Psychographic: (a)It helps in deciding where to display ads online. (b)They target online shoppers and people who don’t online shop.

Market Positioning1. Points Of Parity:• Easy locating of products• Competitive Prices• Discount on Purchases• Home Delivery• Gifting services • Cash on Delivery• No hassles of going to shops personally & shop for products.• Availability of various products on 1 platform

2. Points of Difference:• Flipkart membership cards for premium customers• Better user interface – one drag approach• Vernacular language

STP

Segment Customers who prefer online medium of shopping.

Target group Middle and upper-middle income online shoppers.

Positioning One stop store to cater to all customer needs.

Marketing Strategies1. Mouth Advertising2. Customer Satisfaction3. SEO & Google Ad-Words4. Ads with taglines: “No kidding No Worries”5. Kids were used to send out the message – if a kid can do it, you can also do it.6. All in all to create a great customer experience.

Order Lifecycle1. Attract users to the site2. Provide selection3. Evaluation of product4. Price well5. Provide convenient payment options6. Confirm payment7. Get the product8. Clean & check for sanity9. Pack the item10. Select courier & hand over11. Get tracking ID & communicate to customer

Marketing Mix : 4 P’s1. Product:• Electronic good apparels• Home & kitchen appliances• Men’s & women’s appliances• Computer software & hardware• Book• Sport store• Baby & kids section

2.)Place:

• All major inventory are located near to the airports.• Major warehouses are located in Bengaluru, Chennai, Delhi, Hyderabad, Mumbai,

Noida, Pune, Kolkata.• Biggest advantage: Nationwide reach to all sellers of different sizes• Covers all Tier1, Tier2, Tier3 cities.

3) Price :• Much less price than other e-commerce websites• Availability of E-wallets & E-gifts• EMI option for specific products• Discounted coupons• Free shipping facility• Special discount & promotional codes for loyal customers

4) Promotion:a. Above the line promotion:• TV advertisement• Radio Jingles• Print Adsb. Below the line promotion:• Word of mouth• Bulk mailing• In app push notificationc. Through the line promotion:• Social Media Marketing / campaign

Conclusion• Flipkart is the 1st billion dollar Internet company from India.• Amazon in early 2012 tried to acquire Flipkart through high buyout

price but failed.• With online retail industry in India pegged to reach $1.5 billion (2015),

sources suggest that e-commerce is just hotting up in India & we may soon see many more Internet companies achieving similar success.

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