flipkart marketing strategies

a complete study of flipkart and its future scope throough amazing set of ideas and services it could offer to its customers

1. MARKETING PLANS AND STRATEGIES FOR FLIPKART Atulya Khobragade Khushbu Kariwala Pooja Pabahrekar Rohit Reddy Ronak Kapadia Saavani Lad

2. INTRODUCTION Leading e-commerce Company in India Founded in 2007 by Sachin Bansal and Binny Bansal

3. E-COMMERCE INDUSTRY IN INDIA Poised for rapid growth Fastest growing amongst Asia pacific region. Expanding into non-metropolitan India . Social media and mobile technologies are accelerating e-commerce adoption . Large retailers are looking forward to build an online presence. WORTH

4. MARKET DEMOGRAPHICS GEOGRAPHIC: CATERS TO TIER 1, TIER 2 AND TIER 3 CITIES USAGE RATE: Third largest internet user base of 124 million (10% internet penetration) India’s mobile user base is 87.1 million and is expected to double by March 2015 .Flipkart projects its sales to reach  INR 10 billion by year 2014. On average, Flipkart sells nearly 20 products per minute and is aiming at generating a revenue of  INR 50 billion (US$1 billion) by 2015. Flipkart has 10 million registered users ; about a million visit the site every day. The users of age 15-34 years are most susceptible to changes in purchase/consumption behaviour. AGE GROUP: Youngest online demographic globally . 75% of online users between the age group of 15-34 years.

5. MARKET GROWTH AND TRENDS MARKET GROWTH: Current size of e-commerce market in India $11.2 billion 360 e-commerce portal offering services in India ( tripled since 2010 ) Internet users in India is expected to grow to 376 million by 2015.   MARKET TRENDS:

6. STRENGTHS WEAKNESS

7. THREATS OPPORTUNITIES O T

8. MAJOR COMPETITORS Amazon.com/ Amazon.in Junglee.com . EBay SnapDeal Jabong.com Homeshop18 Yebhi.com

9. KEY SUCCESS FACTORS Key success factors: First mover advantage Experience of E-commerce industry Investments Cash on delivery Customer orientation

10. LOGISTICS

11. CURRENT ADDITIONS Voice based search (July 2013) Online payment solution Flipkart e-books (July 2013) Men's wear (October 2013) Shutdown of flyte (the digital music store, june 2013 )

12. STRATEGIES Membership cards and premium facilities. Extended range of academic books. Providing Sponsorships. Vernacular language option on websites. Better featured user interface. Cost cutting on packaging. Flipifts Liquor

13. FLIPIFT’S COMPETITORS FLIPIFT’S:- All consumer goods , generic gift products, customized goods. A different section for generic and customized products under flipift Presto, customized gift manufacturer and retailer-sole provider of customized goods Will also be supported by IP tracking systems to enhance repeatability.

14. FLIPIFTS TARGET MARKET

15. LIQUOR

16. BOTTOMS UP.COM FLIPKART RETAILERS CUSTOMER ORDERS PLACED WITH FLIPKART ALLOCATION OF ORDERS WITH RETAILERS RETAILER CONFIRMS THE AVAILABILITY OF STOCK RETAILER DELIVERS SATISFIED CUSTOMER Initially in Mumbai and NCR Mandatory registration Uploading Identification proof mandatory Minimum order of $16

17. SEGMENTATION Flipkart , Flipifts. Flipifts Extension of academic books Vernacular language liquor Membership cards sponsorship

18. TARGETING Internet users by age (source: survey)

19. Flipkart targets mainly the youth of the country, Web friendly people. Target markets should include People who do not relate well with English language, Academic institutions and people associated with it Current buyers

20. Points of parity: Easy locating of products Competitive prices. No hassles of going to shops personally and shop for products Availability of various products on one platform Discount on purchases. Home delivery Gifting services Cash on delivery Availability of liquor Flipifts Academic related books Points of Difference : Flipkart membership cards for premium customers E-wallet Vernacular language Better user interface-one drag approach. POSITIONING

21. “Bookstore at your door” “The store at your door” “Jo dikhta hai wo bikta hai” “No kidding, no worries” “Shopping ka naya address” TAGLINES USED TILL DATE

22. MARKETING MIX Product Price Promotion Place Process People Physical evidence

23. PRODUCTS Suggested: Flipifts, bottoms up, extended range of academic books Aims most segments except automobiles and groceries .

24. PRICE AND PROMOTION PRICE: Offers discount E-wallet E-gift vouchers Suggested : membership cards with points facility PROMOTION: Advertising Online marketing Media Word of mouth Suggested : sponsorships e-wallet promotion themes of advertisements concentrating on different services provided.

25. PLACE AND PROCESS PLACE : Inventory at 4 major centers-Mumbai, Delhi, Bangalore, Kolkata Delivery services through e-kart and postal services Covers all tier-1 cities and major tier-2 and tier-3 cities PROCESS : Cash on delivery Debit and Credit card transactions Delivery time Payzippy safe payments Suggested : Vernacular language

26. PEOPLE AND PHYSICAL EVIDENCE PEOPLE : Customer services Investors Employees PHYSICAL EVIDENCE : The packaging and quality of product Prompt delivery 30 day return policy Suggested - Better user interface, IP tracking for Flipifts

27. FINANCES Revenue In INR Cr.

28. 2009: $1 million from Accel Partners 2010: $10 million from Tiger Global 2011: $20 million from Tiger Global 2012: $150 million from Naspers, Tiger Global and Accel Partners 2013: $360 million in two phases: 2013, July: $200 million from Naspers, Accel Partners, Tiger Global and Iconiq Capital 2013, October:$160 Million from Dragoneer Investment, Morgan Stanley, Sofina , Vulcan Capital, Tiger Global INVESTMENTS

29. ESTIMATES LIQUOR : Liquor Iicense-20-30 lacs (INR) Pricing: approximately 20% highly priced than MRP. (INR) FLIPIFTS : Wrapping Expense Advertising Earnings per 15% of cost of the gift

30. THANK YOU