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e-Retailingwww.FLIPKART.comFlipkart.comFounded in 2007, by Sachin and Binny BansalInitially meant to act as a price comparison platformOne of the spearheads of e-commerce in IndiaIndias largest online bookseller (11 million+ titles on offer)

The FoundersSachin and Binny BansalFrom ChandigarhIIT Delhi alumniPart of the same team in Amazon, where the idea of starting Flipkart crystallised

How it startedIn 2007, with an initial investment of Rs. 400,000, or $8000 (now with revenues of $100 million)Merchandise mix:2007: Books2010: Media and electronics 2011: Stationery and consumer electronics, personal care and health care items2012: School and office supplies, air-conditioners, lifestyle products, apparelHow it startedInitial business ideaMaking books easily available to anyone who had internet accessUnique offerings:Cash on delivery30 day replacement policyFree shippingItems not easily available, or unavailable at brick and mortar retailers (eg. Manga, Japanese literature)

Facts Sheet Ships around 30,000 items dailyPortfoliospread across 12 categories Recently forayed into the digital content market with the launch of Flyte, the digitalmusic store.Revenue of Rs. 2.5 crore per dayTitles available on Flipkart (Books) 11.5 millionRegistered users on Flipkart 2.6 millionNo. of employees 4500Cumulativefundingraised $31 millionSales Growth2008-09: Rs.40 million2009-10: Rs.200 million2010-11: Rs.750 million2011-12: Rs.5 billion+2015 projected: Rs.50 billion

On average, Flipkart sells 20 products per minute

CUSTOMERIndia has around 13.5 crore internet users today where as the number of homes with Cable and Satellite (C&S) television is 10.5 crore.Flipkart targets a new set of consumers, mainly people who have not shopped online yet.

CONVENIENCE Introducing cash on delivery and card on delivery.

Orders are delivered within 1 day in Tier-I cities and 2-3 days in Tier II cities and 3-5 days Tier III cities

Their website is great, easy to use, easy to browse through the products.

Flipkart also provides a 30 day replacement guarantee on its products and EMI options to its customers for making payments.

Some unique product features of Flipkart available to the customers

WishlistE-gift voucher

Flipkart has launched a new Electronic Wallet feature that allows shoppers to purchase credit to their Flipkart account using credit or debit cards, and can subsequently be utilized to make purchases on the site, as and when required.

COSTFlipkart.com aims mostly at people who would like to buy books online in India. What the company calls the steroids for its website are low prices, free shipping and an intuitive interface that makes it very convenient to search for books. The site has a young and trendy look and feel.Flipkart provides free shipping to its customers on every order.Its also provides various offers and discounts that customers can redeem on purchase of products.Flipkart has been mostly marketed by word of mouth advertising. Customer satisfaction has been their best marketing medium. Flipkart recently launched a series of 3 ads with the tag line - "No Kidding No worriesFlipkart.com official Facebook page has close to 9 lac 'likes'

COMMUNICATION

In the initial days they have used WOM and customer satisfaction as the brand building strategy. Now they have exploited the social media and ATL communications to further build the brand. The company has also used LinkedIn to connect with people.

videosOperations StrategyBottlenecks in OperationsDelay in deliveries or delivery of faulty productsSignificant challenges in reverse logisticsConsumer biasLack of touch-feel-try experienceMounting competitive pressuresOffline presenceFlipkarts Marketing StrategyMarketing StrategyWord of mouth advertisingCustomer satisfaction has been their best marketing medium.Flipkart wisely used SEO and GoogleAd-wordsas the marketing tools to have a wide reach in the online worldWider reach through advertising campaigns- mainly focused on TVCs

Granny & the MouseFirst TVC for the e-commerce portal.You dont need magic. Just log on to www.flipkart.com.

No kidding. No worries.Take online shopping to a wider audience and cover the non-metro areas of the country.The TVCs stress on highlighting vital benefits of shopping on Flipkart.comThe backdrop suggests that Flipkart.com is the new place to shop from

Shopping ka Naya AddressAttempt to position Flipkart as a synonym for online shopping.The ad doesnt only plan to inspire the people to shop via Flipkart, but is alsopromoting online shopping as a whole

Closet Full of NothingTo promote its women's lifestyle category'When you have everything and still nothing to wearTargeted towards the internet savvyworking woman, hard-pressed for time and familiar with online transactions

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