dissertation report flipkart (marketing stategies)

8/18/2019 Dissertation Report Flipkart (Marketing Stategies)

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A

DISSERTATION REPORT

ON

MARKETING STRATEGIES OF FLIPKARTAND THEIR EFFECT ON CONSUMERS IN

AMITY

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT

FOR AWARD OF THE DEGREE

OF

BACHELOR OF BUSINESS ADMINISTRATION (BBA)

SUBMITTED TO- SUBMITTED BY-

Mrs. RANJANA KOTHARI PARAS GUPTA

Amity Business Sc!!" BBA-#THSEM

A$%%%#&'(%''

AMITY BUSINESS S)HOO*

+%'(-'#


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D'%#+o%P%'*+'7l o2 !# '*"')#

ACKNO8LEDGEMENT

This report has been made possible due to invaluable and support of a

number of people to whom I own my heartfelt gratitude and without

whose help I may not have been able to complete this report.

I would like to thank P%o2 (D%& M!)9%, HOD, A$' B)"'*#""

S+!ool, M*#"%, for e!tending full help in my project. "is consistent

support and cooperation showed the way towards the successful

completion of the project.

I would like to acknowledge the support of my faculty guide, M" R*:*#aculty, A$' B)"'*#"" S+!ool, M*#"% for her constant guidance in

this project and for providing me the necessary information whenever

re$uired. "eartfelt thanks to other faculty members of A$' B)"'*#""

S+!ool, M*#"% for their support and cooperation.

#inally I would like to give special thanks to my family and my friends whomake it all happen and make it worth while.

PARAS GUPTA

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5/49

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'ra4- a. a4-ect4 o/ t5e e8teral e3iroet= icl6&i' tec5olo'ical= ecooic= c6lt6ral=

-olitical a& le'al a4-ect4" Goal4 are c5o4e" T5e= a ar$eti' 4trate'. or ar$eti' -la i4

a e8-laatio o/ %5at 4-eci/ic actio4 %ill 1e ta$e o3er tie to ac5ie3e t5e o12ecti3e4"Pla4 ca 1e e8te&e& to co3er a. .ear4= %it5 461+-la4 /or eac5 .ear= alt5o6'5 a4 t5e

4-ee& o/ c5a'e i t5e erc5a&i4i' e3iroet >6ic$e4= tie 5ori?o4 are 1ecoi'

45orter" I&eall.= 4trate'ie4 are 1ot5 &.aic a& iteracti3e= -artiall. -lae& a& -artiall.

6-lae&= to ea1le a /ir to react to 6/ore4ee &e3elo-et4 %5ile tr.i' to $ee- /oc64e&

o a 4-eci/ic -at5%a.@ 'eerall.= a lo'er tie /rae i4 -re/erre&" T5ere are 4i6latio4 46c5

a4 c64toer li/etie 3al6e o&el4 %5ic5 ca 5el- ar$eter4 co&6ct %5at+i/ aal.4e4 to

/oreca4t %5at i'5t 5a--e 1a4e& o -o44i1le actio4= a& 'a6'e 5o% 4-eci/ic actio4 i'5t

a//ect 46c5 3aria1le4 a4 t5e re3e6e+-er+c64toer a& t5e c56r rate" Strate'ie4 o/te 4-eci/.

5o% to a&264t t5e ar$eti' i8@ /ir4 ca 64e tool4 46c5 a4 Mar$eti' Mi8 Mo&eli' to

5el- t5e &eci&e 5o% to allocate 4carce re4o6rce4 /or &i//eret e&ia= a4 %ell a4 5o% to

allocate /6&4 acro44 a -ort/olio o/ 1ra&4" I a&&itio= /ir4 ca co&6ct aal.4e4 o/

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o/ ar$eti' 4trate'. i4 o/te to $ee- ar$eti' co4i4tet %it5 a co-a.4

o3erarc5i' i44io 4tateet"

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e8a-le= a 'oal a. 1e to 1ecoe t5e ar$et lea&er= -er5a-4 i a 4-eci/ic ic5e@ a i44io

a. 1e 4oet5i' alo' t5e lie4 o/ to 4er3e c64toer4 %it5 5oor a& &i'it.@ i cotra4t=

a ar$eti' 4trate'. &e4cri1e4 5o% a /ir %ill ac5ie3e t5e 4tate& 'oal i a %a. %5ic5 i4co4i4tet %it5 t5e i44io= -er5a-4 1. &etaile& -la4 /or 5o% it i'5t 16il& a re/erral

et%or$= /or e8a-le" Strate'. 3arie4 1. t.-e o/ ar$et" A %ell+e4ta1li45e& /ir i a at6re

ar$et %ill li$el. 5a3e a &i//eret 4trate'. t5a a 4tart+6-" Pla4 646all. i3ol3e oitori'=

to a44e44 -ro're44= a& -re-are /or coti'ecie4 i/ -ro1le4 ari4e"

T5i'4 are ea4ier 4ai& t5a &oe To reali?e o6r &rea4 a& t5at al4o i 46c5 a 'ra& aer

i4 reall. a to6'5 ta4$" T5e /o6&er4 o/ Fli-$art 5a3e -ro1a1l. co>6ere& t5eir &rea4 %it5

t5e aa?i' 46cce44 o/ Fli-$art" Fli-$art i4 4oet5i' %5ic5 5a4 reall. o-ee& 6- t5e I&ia

e+coerce ar$et a& t5at al4o i a 1i' %a."

Di3er4it. o/ Strate'ie4

Mar$eti' 4trate'ie4 a. &i//er &e-e&i' o t5e 6i>6e 4it6atio o/ t5e i&i3i&6al 164ie44"

Ho%e3er= t5ere are a 61er o/ %a.4 o/ cate'ori?i' 4oe 'eeric 4trate'ie4" A 1rie/

&e4cri-tio o/ t5e o4t coo cate'ori?i' 4c5ee4 i4 -re4ete& 1elo%

Strte/ies 0se1 !n mret 1!minnce

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https://en.wikipedia.org/wiki/Marketing_planhttps://en.wikipedia.org/wiki/Marketing_planhttps://en.wikipedia.org/wiki/Customer_lifetime_valuehttps://en.wikipedia.org/wiki/Churn_ratehttps://en.wikipedia.org/wiki/Marketing_mixhttps://en.wikipedia.org/wiki/Marketing_Mix_Modelinghttps://en.wikipedia.org/wiki/Marketing_Mix_Modelinghttps://en.wikipedia.org/wiki/Competitor_analysishttps://en.wikipedia.org/wiki/Competitor_analysishttps://en.wikipedia.org/wiki/Target_markethttps://en.wikipedia.org/wiki/Mission_statementhttps://en.wikipedia.org/wiki/Start-uphttps://en.wikipedia.org/wiki/Start-uphttps://en.wikipedia.org/wiki/Monitoringhttps://en.wikipedia.org/wiki/Monitoringhttps://en.wikipedia.org/wiki/Marketing_planhttps://en.wikipedia.org/wiki/Customer_lifetime_valuehttps://en.wikipedia.org/wiki/Churn_ratehttps://en.wikipedia.org/wiki/Marketing_mixhttps://en.wikipedia.org/wiki/Marketing_Mix_Modelinghttps://en.wikipedia.org/wiki/Competitor_analysishttps://en.wikipedia.org/wiki/Target_markethttps://en.wikipedia.org/wiki/Mission_statementhttps://en.wikipedia.org/wiki/Start-uphttps://en.wikipedia.org/wiki/Monitoring


6/49

I t5i4 4c5ee= /ir4 are cla44i/ie& 1a4e& o t5eir ar$et 45are or &oiace o/ a i&64tr."

T.-icall. t5ere are /o6r t.-e4 o/ ar$et &oiace 4trate'ie4

• Lea&er

• C5alle'er

• Follo%er

• Nic5er

Entrnt Strte/ies

Accor&i' to Lie1era a& Mot'oer.= e3er. etrat ito a ar$et %5et5er it i4 e% or

ot i4 cla44i/ie& 6&er a Mar$et Pioeer= Clo4e Follo%er or a Late /ollo%er

Pi!neers

Mar$et Pioeer4 are $o% to o/te o-e a e% ar$et to co46er4 1a4e& o// a a2or

io3atio" T5e. e-5a4i4e t5e4e -ro&6ct &e3elo-et4= a& i a 4i'i/icat ao6t o/

ca4e4= 4t6&ie4 5a3e 45o% t5at earl. etrat4 or -ioeer4 ito a ar$et 5a3e 4erio64

ar$et+45are a&3ata'e4 a1o3e all t5o4e %5o eter later" Pioeer4 5a3e t5e /ir4t+o3er

a&3ata'e= a& i or&er to 5a3e t5i4 a&3ata'e= 164ie44 64t e46re t5e. 5a3e at lea4t oe

or ore o/ t5ree -riar. 4o6rce4 Tec5olo'ical Lea&er45i-= Pree-tio o/ A44et4 or B6.er

S%itc5i' Co4t4" Tec5olo'ical Lea&er45i- ea4 'aii' a a&3ata'e t5ro6'5 eit5er

Re4earc5 a& De3elo-et or t5e leari' c6r3e" T5i4 let4 a 164ie44 64e t5e re4earc5 a&

&e3elo-et 4ta'e a4 a $e. -oit o/ 4elli' &6e to -riar. re4earc5 o/ a e% or &e3elo-e&

-ro&6ct" Pree-tio o/ A44et4 ca 5el- 'ai a a&3ata'e t5ro6'5 ac>6iri' 4carce a44et4

%it5i a certai ar$et= allo%i' t5e /ir4t+o3er to 1e a1le to 5a3e cotrol o/ e8i4ti' a44et4

rat5er t5a t5o4e t5at are create& t5ro6'5 e% tec5olo'." T564 allo%i' -re+e8i4ti'

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t5o4e %5o eter later %o6l& 5a3e to i3e4t ore e8-e&it6re i or&er to eco6ra'e c64toer4

a%a. /ro earl. etrat4" Ho%e3er= %5ile Mar$et Pioeer4 a. 5a3e t5e 5i'5e4t -ro1a1ilit.

o/ e'a'i' i -ro&6ct &e3elo-et a& lo%er 4%itc5i' co4t4= to 5a3e t5e /ir4t+o3er

a&3ata'e= it ca 1e ore e8-e4i3e &6e to -ro&6ct io3atio 1ei' ore co4tl. t5a -ro&6ct iitatio" It 5a4 1ee /o6& t5at %5ile Pioeer4 i 1ot5 co46er 'oo&4 a&

i&64trial ar$et4 5a3e 'aie& 4i'i/icat 4ale4 a&3ata'e4= t5e. ic6r lar'er &i4a&3ata'e4

co4t+%i4e"

)"!se 2!""!3ers

Bei' a Mar$et Pioeer ca ore o/te t5a ot= attract etre-ree6r4 a&or i3e4tor4

&e-e&i' o t5e 1ee/it4 o/ t5e ar$et" I/ t5ere i4 a 6-4i&e -otetial a& t5e a1ilit. to 5a3e

a 4ta1le ar$et 45are= a. 164ie44e4 %o6l& 4tart to /ollo% i t5e /oot4te-4 o/ t5e4e

-ioeer4" T5e4e are ore cool. $o% a4 Clo4e Follo%er4" T5e4e etrat4 ito t5e

ar$et ca al4o 1e 4ee a4 c5alle'er4 to t5e Mar$et Pioeer4 a& t5e Late Follo%er4" T5i4 i4

1eca64e earl. /ollo%er4 are ore t5a li$el. to i3e4t a 4i'i/icat ao6t i Pro&6ct

6 P a g e

https://en.wikipedia.org/wiki/Market_dominancehttps://en.wikipedia.org/wiki/Market_dominance


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8/49

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#) Wi&er Co3era'e

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) A//or&a1le

Aot5er ai a&3ata'e o/ olie a&3erti4i' or ar$eti' i4 t5e 6c5 a//or&a1le -rice %5e

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7) Ea4. to Trac$ a& Mea46re Co3er4io

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olie a&3erti4i' ca-ai'4 %5ic5 5el- i ore i-ro3i4atio o/ t5e a&4"

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9/49

*) S-ee&

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a&4 to a %i&er a6&iece= t5e oet .o6 4tart .o6r a&3erti4i' ca-ai'"

9) I/orati3e

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t5e a6&iece a& t5at too at relati3el. lo% co4t" Mo4t o/ t5e olie a&3erti4i' ca-ai'4 are

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a1o6t t5e -ro&6ct etioe& i t5e a&"

;) Fle8i1le Pa.et

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a&3erti4i' .o6 ee& to -a. t5e /6ll ao6t to t5e a&3erti4i' a'ec. irre4-ecti3e o/ t5e

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clic$4 or i-re44io4"


10/49

)OMPANY PRO2I*E

Fli-$art %a4 co+/o6&e& 1. Sac5i Ba4al a& Bi. Ba4al i Oct :00;" Bot5 are 'ra&6ate4

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5ar&l. a. 46c5 4ite4 i I&ia a& t5e. &eci&e& to 'i3e 1irt5 to t5eir o% e+coerce 3et6re

+ Fli-$art"co

T564 %a4 1or Fli-$art i Oct :00; %it5 a iitial i3e4tet o/ 7 lac (co+/o6&er4 4a3i'4)"

It %a4 e3er 'oi' to 1e ea4. 4ice I&ia 5a4 5a& 1a& -a4t e8-eriece4 %it5 e+coerce

tra&i'" It %a4 ot a ea4. 4e'et to 1rea$ ito= -eo-le %ere 3er. -artic6lar i -a.i'

oe. /or 4oet5i' %5ic5 t5e. 5a& ot 4ee a& recei3e&" T5e tr64t %a4 i44i' i t5e

I&ia c64toer4" So %5at Fli-$art 5a& to &o %a4 to i4till tr64t a& /ait5 i t5eir c64toer4"

A& t5e. &i& e8actl. t5e 4ae= %ill &i4c644 ore o 5o% t5e. &i& 4o later i t5e -o4t"

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4ol& ol. 1oo$4 /or t5e /ir4t t%o .ear4"

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%it5 : &i4tri16tor4 i Ba'alore= %5ee3er a c64toer or&ere& a 1oo$= t5e. 64e& to

-er4oall. -roc6re t5e 1oo$ /ro t5e &ealer= -ac$ t5e 1oo$ i t5eir o//ice a& t5e co6rier t5e

4ae" I t5e iitial ot54 t5e /o6&er4 -er4oal cell 61er4 64e& to 1e t5e c64toer

46--ort 61er4" So= i t5e 4tart t5e. trie& t5eir 1e4t to -ro3i&e 'oo& 4er3ice= /oc64 o t5e

%e14ite + ea4. to 1ro%4e a& or&er a& 5a44le+/ree= a& 4tro3e 5ar& to re4ol3e a. c64toer

i446e4" Sice t5ere %ere ot a. e4ta1li45e& -la.er4 i t5e ar$et= t5i4 allo%e& t5e a lot o/

4-ace to 'ro%= a& t5e. &i& i /act 're% 3er. ra-i&l."

Fli-$art 5a& a re3e6e o/ 7 crore i FJ :00< + :00,= :0 crore i FJ :00, + :0#0= ;* crore i

FJ :0#0 + :0##= a& t5e re3e6e /or FJ :0## + :0#: %5ic5 e&4 o # Mar :0#: i4 e8-ecte&

to 1e *00 crore" T5i4 i4 i&ee& a a44i3e 'ro%t5" T5e co-a. tar'et4 re3e6e4 o/ *000 crore

1. :0#*"

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11/49


12/49

Ac5uisiti!ns6

+%'% 7EREAD= a 4ocial 1oo$ &i4co3er. tool" T5e 4tate& 'oal %a4 to 'i3e Fli-$art a 4ocial

recoe&atio -lat/or /or 16.er4 to a$e i/ore& &eci4io4 1a4e& o recoe&atio4

/ro -eo-le %it5i t5eir 4ocial et%or$"

+%'' Mime(#%= a &i'ital cotet -lat/or co-a."

+%'' )8.c!m i4 a Boll.%oo& e%4 4ite t5at o//er4 6-&ate4= e%4= -5oto4 a& 3i&eo4"

Fli-$art ac>6ire& t5e ri'5t4 to C5a$-a$4 &i'ital catalo'6e %5ic5 icl6&e4 70=000

/ilo'ra-5ie4= #0=000 o3ie4 a& clo4e to *0=000 rati'4" Fli-$art 5a4 cate'oricall. 4ai& t5at it

%ill ot 1e i3ol3e& %it5 t5e ori'ial 4ite a& %ill ot 64e t5e 1ra& ae"

+%'+ *ets0uy.c!m i4 I&ia4 4eco& lar'e4t e+retailer i electroic4" Fli-$art 5a4 1o6'5t t5e

co-a. /or a e4tiate& US :* illio"

2"i8rt9s Success Mntr

• Great c64toer 4er3ice Fli-$art 64er4 are ore 4ati4/ie& t5a t5at o/ t5eir co-etitor4"

Great c64toer 4er3ice 5a4 1ee it4 5allar$"

• Ea4. to 64e %e14ite= 5a44le /ree -a.et 4.4te T5e 64er iter/ace i4 4lee$ a& ea4. to

64e"

• Ca45 o &eli3er.Car& o &eli3er. o&e o/ -a.et T5i4 5a4 1ee a a2or i4tr6et

i Fli-$art4 46cce44" Alo4t 90 o/ it4 4ale4 5a--e t5ro6'5 t5i4 o&e" Ca45 o

&eli3er. create& tr64t i t5e i&4 o/ I&ia c64toer4 %5o %ere al%a.4 %ear. o/

a$i' -a.et4 olie"

• Foc64e& o 64er e8-eriece E3er. ot5er e+coerce 4ite= trie& to cra t5e a8i6 o/

ao6t o/ i/oratio -o44i1le ito e3er. 4i'le -a'e %5erea4 Fli-$art /oc64e& o -ro3i&i'

ol. t5e rele3at i/o

1 P a g e


13/49

2uture R!1 M8

• T5e. ai at #0 tie4 'ro%t5 a& e.e4 at #Billio 4ale4 1. :0#*"

• T5e. %ill loo$ at 1i''er i3e4tet4 i t5eir 46--l. c5ai a& tec5olo'."

• I3e4tet %ill 1e a&e i lar'e %are5o64e4 a& icrea4e& a6toatio o/ t5eir -roce44=

4o t5at t5e -ro&6ct i4 ot &ela.e&"

• T5e. ite& to eter i to 3ario64 e% cate'orie4 a& e8-a& t5eir c6rret cate'orie4 a4

%ell"

• E3er.t5i' e8ce-t /or 'rocerie4 a& a6too1ile4 %ill 1e a3aila1le o Fli-$art i /6t6re"

• To 'o /6rt5er i t5e 3al6e c5ai= Fli-$art i4 loo$i' at a44ociatio4 %it5 a lar'er 61er

o/ 46--lier4 a& -arter4= 1ot5 atioall. a& iteratioall."

Trets in :uture6

T5ere are o a2or /ore4eea1le t5reat4 i t5e /6t6re" T5e co-a. 5a4 16ilt a 'reat 1ra& ae=

t5e. 264t 5a3e to aitai a& e5ace t5e 4ae" Nee& to $ee- itro&6ci' ore -ro&6ct4=

a&a-ti' to t5e c5a'i' ee&4 o/ t5e c64toer %it5 tie" T5e etr. o/ Aa?o"co i :0#: i

t5e I&ia e+coerce 4-ace 5a4 1ee cite& a4 a 1i' c5alle'e to Fli-$art" Ho%e3er Fli-$art i4

a re4-ecte& Bra& ae i I&ia a& 45o6l& 1e a1le to co-ete %it5 Aa?o" Aa?o 1ei' a

3er. 1i' co-a. ca 1ri' i 4erio64 co-etitio to Fli-$art= 4ice Aa?o ca 1ear ore

lo44e4 i t5e 1e'ii' to 'ai c64toer 1a4e" B6t a'ai I&ia ar$et i4 'ro%i' at a ra-i&

-ace a4 acce44 to iteret icrea4e4 a& -eo-le 1ecoe ore a%are o/ e+coerce 4ite4 a&

4tart tr64ti' t5e 4ae@ 5ece I&ia ar$et i4 46//icietl. 1i' at+lea4t /or t5e4e t%o 'iat4 to co+

e8i4t 1ee/iciall."

13 P a g e


14/49

OB>ECTI.ES OF THE STUDY

#" To $o% t5e Mar$eti' a& a&3erti4i' 4trate'ie4 64e& 1. /li-$art":" To $o% t5e I-ortace o/ A&3erti4i'" To aal.?e t5e /actor4 a& t5eir e//ect o t5e Co46er4"

7" To e8aie a2or c5alle'e4 /ace& 1. I&ia co46er %5ile 45o--i' olie"$. 4t6&. t5e /6t6re o/ I&ia e+coerce i&64tr.

SCOPE OF THE STUDY

14 P a g e


15/49

I&ia 5a4 a iteret 64er 1a4e o/ a1o6t *7 illio a4 o/ 6e o/ :0#*" De4-ite 1ei' t5e

4eco& lar'e4t 64er 1a4e i %orl&= ol. 1e5i& C5ia (9*0 illio= 76ere& t5eir &rea4 %it5 t5e

aa?i' 46cce44 o/ Fli-$art" Fli-$art i4 4oet5i' %5ic5 5a4 reall. o-ee& 6- t5e I&ia e+

coerce ar$et a& t5at al4o i a 1i' %a." Fli-$art %a4 co+/o6&e& 1. Sac5i Ba4al a&

Bi. Ba4al i Oct :00;" Bot5 are 'ra&6ate4 /ro IIT+Del5i a& 5a3e -rior %or$ e8-eriece i

Aa?o"co T5e. 1ot5 %ere 4oli& co&er4 a& %ate& to o-e a -ortal t5at co-are& &i//eret

e+coerce %e14ite4= 16t t5ere %ere 5ar&l. a. 46c5 4ite4 i I&ia a& t5e. &eci&e& to 'i3e

1irt5 to t5eir o% e+coerce 3et6re + Fli-$art"co

T5i4 -ro2ect o A&3erti4i' 4trate'ie4 64e& 1. Fli-$art %ill 5el- 64 to $o% t5e a--roac5e4 a&

t5e i-ortace o/ a&3erti4i' i t5e /iel& o/ ecoerce" Peo-le 'etti' a//ecte& 1. it a& t5e

re46lt 'etti' o6t o/ it %ill 1e i /rot o/ 64 %it5 t5i4 4t6&." W5at -eo-le t5i$ a1o6t

ecoerce= /li-$art a& t5ere re4-o4e4 o

15 P a g e


16/49

MARKETING MI, O2 2*IPKART

Fli-$art i4 a -ri3ate co-a. /o6&e& 1. Bi. Ba4al a& Sac5i Ba4al" E4ta1li45e& i t5e.ear :00;= it &eal4 %it5 e+coerce" T5e co-a. %e14ite i4 oe o/ t5e o4t -o-6lar

%e14ite4 i I&ia a& 5a4 a e-lo.ee co6t o/ ore t5a te t5o64a&" It4 4lo'a= T5e

Olie Me'a4tore i4 3er. a-t a& -o-6lar" A4 I&ia4 are 1ei' acc64toe& to olie

-6rc5a4e4= t5e. 5a3e cotri16te& to%ar&4 t5e 46cce44 o/ t5i4 olie %e14ite" Fli-$art i4 o

lo'er 264t a 45o--i' %e14ite@ it 5a4 1ecoe t5e 5eart a& 4o6l o/ t5e 45o-a5olic4"

Peo-le 5a3e 4tarte& /eeli' t5at t5i4 olie -ortal i4 'i3i' ore c5oice4 i -ro&6ct4 t5a

ot5er4" I a recet &e3elo-et= t5e I&ia Te8tile Mii4tr. 5a4 4i'e& %it5 Fli-$art a

eora&6 o/ 6&er4ta&i'" U&er t5i4 MOU= t5e 5a&loo %ea3er4 %ill 'et a ea4. to

64e -lat/or t5ro6'5 Fli-$art to &i4-la. t5eir -ro&6ct4 a& co&6ct 4ale4" Fli-$art %ill al4o

-ro3i&e i/ra4tr6ct6ral 46--ort to t5e %ea3er4" Ho%e3er= t5i4 o3e 5a4 1ee a&e /or t5e

'ro%t5 o/ 5a&loo i&64tr. 16t it %ill al4o 1ee/it t5e %e14ite" To a44ociate %it5 a.

'o3eret -ro2ect i4 i it4el/ a te4tio. to t5eir re-6tatio"

Soe o/ t5e co-a.4 $e. co-etitor4 are

• Sa- Deal

• e 1a.

• Naa-tol

• HoeS5o-#<

• a1o'

• Je15i

• aa?o

• I&ia-la?a

• I/i1ea

• Let416.

• M.tra

P%o)+ '* !# $%9#'* $'? o2 Fl'79%

Fli-$art i4 a olie retaili' i&64tr. a& 4tarte& it4 o-eratio4 %it5 t5e 4ale o/ 1oo$4" For

t%o .ear4= it 4ol& ol. 1oo$4 t5ro6'5 it4 %e14ite a4 t5e aa'eet a& 45i-et o/ 1oo$4%a4 6c5 ea4ier" A/ter it4 e8-a4io= it 4tarte& &eali' %it5 -ro&6ct4 li$e air cooler4=

16 P a g e

http://www.marketing91.com/marketing-mix-amazon/http://www.marketing91.com/marketing-mix-amazon/


17/49

Wa45i' ac5ie4= air co&itioer= li/e 4t.le -ro&6ct4= 4tatioar. 46--lie4= cell -5oe4=

co-6ter4= calc6lator4= icro%a3e o3e4= %ater -6ri/ier4= la-to-4= caera4= a6&io -la.er4=

-ro&6ct4 relati' to 5ealt5 care= &i45%a45er4 a& e+1oo$4" Pro&6ct4 4ol& o Fli-$art 5a3e t5e

4ae %arratie4 o/ t5e 1ra& i/ 4ol& o6t4i&e i a 45o%roo"

It 5a4 recetl. la6c5e& it4 -er4oal -ro&6ct ra'e calle& Di'iFli-" U&er t5i4 1ra&= it

o//er4 -ro&6ct4 li$e co-6ter acce44orie4= caera 1a'4= 5ea&-5oe4 a& -e &ri3e4" I 6l.=

Fli-$art itro&6ce& it4 o% ta1let -5oe4 a& et%or$i' ro6ter 6&er it4 -er4oal ra'e

Di'iFli-"

O Fe1r6ar. *= :0#7 i a 4-ecial tie 6- %it5 Motorola Mo1ilit.= Fli-$art 5a4 -ro3i&e& a

-lat/or /or t5e la6c5 o/ Moto G" Olie 45o--er4 %et cra?. %it5 t5e 63eili' o/ t5i4

4art -5oe" T5i4 a%e+i4-iri' re4-o4e re46lte& i t5e 4ale4 o/ earl. :0=000 o1ile4 i a

/e% 5o6r4" Coti6i' t5eir a44ociatio= Moto = a A&roi& Sart-5oe= %a4 itro&6ce&

o Marc5 #,"

O Ma. #=Moto E%a4 la6c5e& at t5e 4ae 4ite tri''eri' t5e 4ae re4-o4e" Coti6i'

t5i4 46cce44 4tor. Fli-$art i a tie 6- %it5 iaoi Tec5itro&6ce& iaoi Mi o it4

-lat/or" I t5e /ir4t -5a4e o::& 6l. all t5e -5oe4 %ere 4ol& i 264t , i6te4 a& i t5e

:& -5a4e o :,t5 6l. t5e 4ol& o6t %a4 co-lete i ol. * 4eco&4" O * t5 A6'64t t5e 4ale %a4

co-lete& i 264t : 4eco&4" T5i4 aa?i' re4-o4e a& 5.-er aia 5a4 5el-e& i 'i3i'

Fli-$art a ie4e li/t 6-"

Pl+# '* !# M%9#'* $'? o2 Fl'79%

Fli-$art /6ctio4 etirel. i I&ia a& it 5a4 it4 5ea&>6arter4 i t5e Gar&e Cit. o/ Ba'alore

i Karata$a" It i4 o%e& 1. a Si'a-ore 1a4e& co-a. a& i4 re'i4tere& o3er t5ere"

Accor&i' to I&ia4 /orei' -olic.= a /orei' co-a. i4 ot allo%e& e+ retaili' o3er 5ere"

T5ere/ore= i I&ia= Fli-$art 4ell4 t5e erc5a&i4e4 t5ro6'5 a I&ia co-a. WS Retail"

Fli-$art al4o -ro3i&e4 it4 o% -lat/or to ot5er co-aie4 %5o are itere4te& i 4elli' t5eir

'oo&4" T5e %e14ite i4 3er. ea4. a& 5a44le /ree" Bro%4i'= $ee-i' trac$ o/ -ro&6ct4= 'etti'

re3ie%4= or&eri' 'oo&4 a& -a.et et5o&4 are 3er. co3eiet /or t5e i&i3i&6al4"

At /ir4t Fli-$art 4tarte& it4 o-eratio4 o t5e co4i'et o&el i %5ic5 t5e. -er4oall.

1o6'5t t5e 1oo$ a& co6riere& it" Later t5e. o-ee& a. %are5o64e4 %5ere t5e 'oo&4 %ere

4tore& 4a/el." T5e /ir4t %are5o64e %a4 o-ee& i Ba'alore a& later i Del5i= M61ai=

C5eai= H.&era1a&= P6e= Noi&a a& Kol$ata" A4 o/ to&a.= ore t5a /i3e 56&re& 46--lier4

are %or$i' /or Fli-$art" At lea4t 6ic$ a& %ell+or'ai?e& 4er3ice i4 t5e rea4o %5. t5e co-a. 5a4 1ee a1le to -6t it4

1; P a g e


18/49

ar$ o t5e I&ia ar$et" T5eir &eli3er. et%or$ i4 4-rea& o3er t5irt.+4e3e citie4 %it5

&eli3er. 1ei' -o44i1le i a. oo$ a& corer"

Price in the %arketing mi! of #lipkart

Though #lipkart started its venture with an investment of just I&'

()),))), today its net worth is nearly *billion dollars as its sales are

increasing day by day. It still earns revenue of +) from selling books

online.-lectronic commerce has become a huge hit because of #lipkart. Its

price policy is very e!ible because of online transactions. /mount to be

charged is determined after looking at the innumerable e!penses like

transport e!penses, supplier e!penses, packaging costs, courier charges,

shipping cost, o0ce e!penses, maintenance e!penses, discountallowances, depreciation, ta!es, advertisement e!penses and many other

e!penses.

Di4co6t4 6- to * are allo%e& -erio&icall. to 1oo4t 6- t5e 4ale4 a& aitai co-etiti3e

-rice4" For -a.et4= Fli-$art allo%4 cre&it car& tra4actio4= ca45 -a.et a/ter &eli3er.=

tra4actio t5ro6'5 &e1it car&= 1. 4%i-i' car& o &eli3er.= 3o6c5er4 a3aila1le a4 e+'i/t a&

et 1a$i'"

Promotions in the %arketing mi! of #lipkart

#lipkart has changed the concept of multi brand retailing of products

through internet in India. Its huge success has proved to be an inspiration

for other companies. It operates mostly through mouth advertising. The

satis1ed customers have been their best promoters. To have a 1rm grip on

the online world #lipkart has used the services of Google /dwords and

2-3. These marketing tools have made them household names.

4ownloading the e!clusive app of #lipkart helps in getting alerts about thecurrent o5ers, order status, price drops, recent launches and various gift

coupons.

Fli-$art 5a4 al4o ta$e t5e 5el- o/ creati3e a& itere4ti' a&3erti4eet4 4o t5at a

a%aree44 a& tr64t i4 'eerate& /or t5eir %e14ite ao'4t t5e -eo-le" T5eir /ir4t ca-ai'

%a4 45o% o TC %it5 t5e coce-t t5at 1oo$4 ca 1e &eli3ere& %it5 264t a 4i'le clic$"

Recetl. a a& 5a4 1ee la6c5e& to icrea4e t5e 4ocial 3i4i1ilit. %5ere t5e ta' lie i4 No

Ki&&i' No Worrie4" Traie& i&i3i&6al4 are 5ire& to /6l/ill t5eir re4-o4i1ilitie4 a&e>6atel."

T5e 4.4teatic -lai' a& le3el o/ e//ort 6&erta$e to reac5 46c5 5ei'5t4 i4 coe&a1le"

1< P a g e


19/49

2*IPKART BE)AME BIG BRAND USING DIGITA* MARKETING STRATEGIES

C64toer +Relatio

T5e c64toer i4 i/ore& at e3er. 4te- t5ro6'5 eailte8t W5e t5e or&er 5a4 1eeco/ire& or&er 46ar. 45i-et &etail trac$er i/oratio are -ro3i&e&"

Strai'5t/or%ar& Ret6r a& E8c5a'e -olicie4

Fli-$art allo%4 it4 64er4 to ret6r t5e -ro&6ct i/ 64ati4/ie& %it5i 0 &a.4 -erio& %it5 t5e /6ll

re/6& o/ oe. or e8c5a'e /or aot5er -ro&6ct"

Fli-$art Wallet A&& Moe.

E2o. a Ha44le+Free S5o--i' e8-eriece" T5e Wallet i4 a Pre-ai& I4tr6et t5at ea1le4

.o6 to 45o- o Fli-$art 6lti-le tie4 1. a$i' oe+ tie -a.et o/ a certai 3al6e" T5i4

%ill 1e a&&e& .o6r %allet a4 -re-ai& 1alace" W5e .o6 Select t5e Wallet a4 t5e o&e o/

Pa.et /or .o6r t5e corre4-o&i' ao6t %ill 1e &e&6cte& /ro .o6r %allet 1alace"

FLIPKART@COM BUSINESS OB>ECTI.ES

To icrea4e Tra//ic a& 1oo4t 4ale4 a& re3e6e t5ro6'5 ite'ratio o/ Mo1ile A--4= Di4-la.=

Pa. Per Clic$ a& Searc5 E'ie O-tii?atio"

STRATEGY ADOPTED

Google /d words

PPC Searc5 a& Cate'or. 1a4e& te8t a&4"

Di4-la. Pro&6ct4 o//er4 1a4e& a& ia'e4"

Gail Cotet To-ic 1a4e& Te8t a&4"

Ke.%or& Tar'ete& FLIPKART"

Pai& a& ra$ 9 or ;"

O3erall Pai& Searc5 Per/orace Goo&"

'emarketing

Rear$eti' acti3ate4 i/ c64toer 3i4it 4ite a& Clic$4 a. &i4-la. Searc5 a&"

1= P a g e

http://www.digitalvidya.com/blog/flipkart-became-big-brand-using-digital-marketing-strategies/http://www.digitalvidya.com/blog/flipkart-became-big-brand-using-digital-marketing-strategies/


20/49

2uccessful 6rand 7ampaigns

Fair Tale

No Ki&&i'= No Worrie4

S5o--i' $a Na.a A&&re44

S5o- A.tie= A.%5ere

Bi' Billio Da. = Si'le4 Da. "

T8 7ommercial 2trategy

#" T5e o12ecti3e i4 to 16il& t5e 1ra& a4 a 3er1 /or S5o--i'"

:" Tar'et Bi''e4t e3et o/ t5e .ear i"e IPL T:0 :0#7

" Total :, a&4 relea4e& Sice :0##

7" Portra.i' Ki&4 a4 A&6lt4 i a&4 'i3e4 5i'5er 1ra& recall"

*" A&4 Tar'ete& a4 Pa I&ia S5o--er4 o/ all 'eeratio"

9" A&4 aie& to Po-6lari?e t5e 1ra& a4 a 3er1"

;" Te4tioial 1a4e& Creati3e Ca-ai'4 to &e.4ti/. t5e /ear o/ Olie S5o--i'

e8-eriece"


21/49

9" Re4-o4e o c64toer Co-lait i4 a3era'e a& Ico4i4tet"

;" R6i' Cote4t4 Gai/icatio"

6i4itio a& e'a'eet"

Twitter 2trategy

#" Follo%er +#90 K

:" U-&ate4 o e% Pro&6ct= O//er4 a& Di4co6t4 64i' a--eali' i&eo4 a& Ia'e4"

" Tec5 Fli-$art e8cl64i3e c5ael o tec5 6-&ate4"

7" R6i' Pro&6ct Ser3ice4 1a4e& cote4t Li$e Fli-$art Fir4t= AcerA# o Fli-$art"

*" A3' :+ Pro&6ct4 o//er4 la6c5 1a4e& -o4t -er &a. 1a4i4"

9" Fli-$art S6--ort E8cl64i3e C5ael o >6erie4 Sol6tio"

;" Fli-$art O//er4 S-ecial o//er4 1a4e& c5ael"


22/49

#" Deal4 O//er4 1a4e& Pitere4t"

:" < Boar&4 a& :,0 Follo%er4"

Google : 2trategy

#" Follo%er4+ *00 $

:" #+: Po4t o Per &a. 1a4i4"

" Le44 /oc64 o &eal4 o//er4"

7" More /oc64 o Co-a. U-&ate4= Pro&6ct La6c5 U-&ate4 1e4i&e4= Fe4ti3e

4ea4oc64toer oo& 1a4e& -o4t4"

*" Foc64 i4 o ore o e'a'eet a& 1ra& 16il&i' rat5er c64toer ac>6i4itio"

9" Iteractio E'a'eet %it5 t5e /ollo%er i4 t5e area o/ i-ro3eet"

7ontent %arketing 2trategy

#" It 5a4 it4 o% O//icial Blo'"

:" Blo' -a'e 'i3e4 6-&ate4 a1o6t co-a.= i&64tr.= tec5 etc"

" It 5a4 it4 o% 6i>6e tec5+/oc64e& 1lo' too"

7" PR relea4e -a'e al4o e8i4t4"

*" PR relea4e a1o6t co-a. i/o= e3et4= e8cl64i3e -ro&6ct 4er3ice 6-&ate4"

%obile %arketing 2trategy

#" Mo1ile O-tii?e& %e14ite i4 a3aila1le"

:" Mo1ile a-- o all Plat/or4( iOS= A&roi&= Wi&o%4)

" * Millio &o%loa&4= 7" rati'= re4-o&i' to eac5 e'ati3e re3ie%"

7" :* 4ale4 3ia o1ile"

*" Ca-ai'4 aii' to%ar&4 Pro&6ct La6c5= Ac>6i4itio= E'a'eet a&

retetio"

9" Mo1ile rear$eti' &oe4 ot 4ee to 1e Part o/ Strate'."

P a g e


23/49

;" Mo1ile Wee$e& o//er4 to tar'et re-eat P6rc5a4e"

/0liate %arketing 2trategy

'. Ear 6- to #* /or eac5 P6rc5a4e o t5e %e14ite"

+. Pa.et 3ia Gi/t o6c5er a& EFT O-tio4"

(. Re/erral Pa.o6t /or eac5 ot5Cate'or. i4 Co6icate&"

&. Pa.et a&e 7* &a.4 a/ter t5e ot5 o/ Sale"

$. A/ter lo%er Coi44io Co-are& to Co-etitio"

#. ario64 re-ort4 are relea4e& to 5el- A//iliate4"

6rand /ssociation and /c$uisition

#" Fli-$art OL 2oit Mar$eti' Ca-ai'"

:" Fli-$art Ac>6ire& M.tra+ Olie Fa45io Portal"

" Tie U-4 /or E8cl64i3e Electroic La6c5e4 i"e ioi= MSI 'ai' La-to-4=

Sa46' Gala8. 4* ii= MOTO G etc"

7" Recetl.= Co-a. 5a4 tie& 6- %it5 4-ice /or e8cl64i3e La6c5 o/ t5eir A&roi&

Oe+1a4e& lo%+co4t P5oe"

'-2;


24/49

LITERATURE RE.IE8

Fli-$art i4 a co-a. %5ic5 re3ol6tioi4e& t5e e+coerce 4ector o/ I&ia a& i a a14ol6te

4e4e it etail4 o itro&6ctio a4 46c5" T5e .ear :00; %ite44e& t5e la&ar$ o/ Fli-$art

1ei' /o6&e& 1. t%o e-lo.ee4 o/ Aa?o"co Scin Bns" n1 Binny Bns" (t5e

t%o are ot relate&= t5e coo 46rae i4 erel. a 1ea6ti/6l a& co/64i' coici&ece)"

T5e t%o 4t6&ie& to'et5er i oe o/ t5e o4t re-6te& tec5ical i4tit6te4 o/ Natio t5at i4 IIT

Del5i a& /6rt5er %or$e& i Aa?o= t5e iteratioal 'iat o/ e+coerce"

;)NN < +%'% < SA)HIN BANSA*=A 4i-le &e4ire to create a tailor+a&e -ro&6ct /or t5e

I&ia co46er 5a4 'ro% ito 4oet5i' 1e.o& %5at %e ia'ie&" Scin 64e4"

Ho%e3er= it4 -rett. itere4ti' to $o% t5at Fli-$art %a4 46--o4e& to 1e a co-ari4o -ortal

/or e+coerce 4ite4" B6t t5e t5e /o6&er4 reali?e& t5at t5ere %eret eo6'5 e+coerce

4ite4 to 1e co-are& A& 5ece it 4-ar$e& t5at %5. ot a e+coerce 4ite it4el/T5i4 i4

5o% Fli-$art cae ito e8i4tece" Wit5i t5i4 45ort 4-a o/ * .ear4 (:00; to :0#:) Fli-$art

5a4 'ro% tree&o64l." Oe o/ t5e o4t i4-iri' a& a64i' /act4 a1o6t Fli-$art i4 t5at it

%a4 4tarte& o a -er4oal i3e4tet o/ erel. INR 7=00=000 (t5o6'5 4oe 4o6rce4 clai it

to 1e INR *=00=000)" It clearl. e85i1it4 t5e co/i&ece o/ t5e /o6&er4 a& e8-re44e4 t5at t5e.

4 P a g e


25/49

$e% %5at t5e. %ere &oi'"W5e %e 4tarte& e+coerce= it %a4 a &ea& 4ector= %e %et to

C4 a& e3er.1o&. 4ai& 1a4icall.= t5i4 i4 ot t5e 4ector %e i3e4t i" I/ .o6 o-e a tra3el

co-a.= I %ill -ro1a1l. 'i3e .o6 oe." Sai& Binny Bns" i a iter3ie% %it5 CNN"

Gr!3t !: 2"i8rt6

;Scin Bns"> )EO !: 2"i8rt> IANS= We are cloc$i' &ail. 4ale4 o/ R4":"* crore ( *

)" O6r 'ro%t5 rate 5a4 1ee #00 -er cet >6arter o >6arter="T5i4 /iacial .ear= t5e.

e8-ect to 45o% i3e4tor4 R4 :=*00 crore i re3e6e4= a 700 -ercet 'ro%t5 o3er la4t .ear4

61er4" Nearl. *=000 -eo-le= icl6&i' cotractor4= %or$ /or t5e" T5eir clo4e4t

co-etitor4 a$e &o %it5 ;00+ +%%%" Stein:ie"1 n1 7itten ?'@@@

46''e4te& t5at t5e co1iatio o/ t5e Iteret= -l64 -5.4ical -re4ece= -ro3i&e4 ore

o--ort6itie4 to ca-t6re 164ie44 t5a t5e olie+

ol. -re4ece= 1eca64e t5e. ca -ro3i&e 1etter -re-6rc5a4e a& -o4t4ale4 4er3ice4 to lo%er co

46er tra4actio co4t a& 16il& tr64t i olie 4tore4"Ho%e3er= it i4 %ort5 etioi' t5at

1elie/4 a& attit6&e4 t5at are /o6& i t5e 4ta'e -rior to t5e a&o-tio o/ e+coerce are

&i//eret to t5o4e i t5e Y-o4t+a&o-tio‖ st/e ?Ge:en et">+%%(< entes n1 Br!3n>

+%%'< Yu et "> +%%$.

5 P a g e


26/49

Coceri' t5e /actor4 t5at i/l6ece or 5i&er olie 45o--i'= Ernst n1 Y!un/ ?+%%%

re-orte& t5at Iteret 64er4 -6rc5a4e& olie 1eca64e o/ 'oo& -ro&6ct 4electio=

co-etiti3e -rice4= a& ea4e o/ 64e= 16t %ere cocere& a1o6t 45i--i' co4t4= lac$ o/

o--ort6it. to -rior e8aii' t5e -ro&6ct4= a4 %ell a4= t5e co/i&etialit. o/ cre&it car& a&

-er4oal i/oratio" Ko% a&*ee ?+%%( e8-lore& co46er4 cocer4 a1o6t -a.et 4ec6rit. a& it4 relatio45i- to

olie 45o--i' attit6&e a& act6al

-6rc5a4e4" Co46er4 %it5 a -o4iti3e attit6&e 4ee to 1e le44 cocere& a1o6t -a.et

4ec6rit." Siilarl.= -o-6lar literat6re cite& ea4e o/ 45o--i' co-ari4o= lo% -rice4= tiel.

&eli3er.= co3eiece= tie 4a3i'= lo% 45i--i' co4t4= i-ro3e& c64toer 4er3ice= ta8

e8e-t 4tat64 a& 4-ee&. e+ail re4-o4e= a4 $e. rea4o4 /or t5e icrea4e i olie 45o--i'

?*!re> +%%(< M/ee> +%%(< M"!y> +%%(< Reti" Mercn1iser> +%%()"

" 3 T 6 / ' G / I & 2 > T I P 2 T 3 # I G ; ' - 3 ; T

T ' / P 2 # ' 3 % T " - ' - / < 8 / < ; - 4 - / < 2SUSHMITA )HOUDHURY AGAR7A*> ET Bureu A8r ++> +%'( ?Te Ec!n!mic

Times

Bar'ai= 5ot &eal= 4teal""" e3er. &a. co46er4 are 1o1ar&e& %it5 56&re&4 o/

4eei'l. -roi4i' o//er4" Ho%e3er= ot e3er. 3al6e 16. 4a3e4 oe.@ 4oe ca 1e co4tl.

i4ta$e4"Here4 5o% to /i'6re o6t t5e tra- /ro t5e real &eal" It4 a 'reat %a. to 4a3e o

itere4t= -artic6larl. i/ .o6 aret $ee o -a.i' t5e 5i'5 rate /or re3ol3i' cre&it %it5 .o6r

e8i4ti' car&" Ho%e3er= 1e %are& t5at 46c5 a tea4er &eal i4 t.-icall. te-orar." I/ .o6 &ot

-a. t5e o6t4ta&i' ao6t %it5i t5e o//er -erio&= .o6 %ill 1e -eali?e& %it5 a 5i'5er

itere4t rate= -o44i1l. ore t5a t5e oe o .o6r ol& cre&it car&"

ZM)ensy9+%'+= T5e I&ia e+coerce ar$et %a4 %ort5 ;*=000 crore= i :0#= accor&i'

to a 2oit re-ort 1. KPMG a& Iteret a& Mo1ile A44ociatio o/ I&ia" I&ia 5a4 t5e

-otetial to &o61le it4 ecooic cotri16tio 3ia Iteret= /ro #"9 -ercet GDP at -re4et to

:"< a& " -ercet 1. :0#*"

;R!0erts> 7""ce> M!"es +%%(> +%'%=A 6&er4ta&i' o/ er'er4 a& ac>6i4itio4 a4 a

&i4ci-lie i4 icrea4i'l. i-ortat i o&er 164ie44" A 'lace at a. 164ie44 e%4-a-er

or 164ie44 e%4 %e1 -a'e %ill i&icate t5at er'er4 a& ac>6i4itio4 are 1i' 164ie44 a&

are ta$i' -lace all t5e tie"

;BnerCee G!"r> '@@(< Rmmurty et ".> '@@@< 7e0ster> '@@$= = ;Ds/u8t et ".>

'@@@= = ;u et ".> +%%+=> Co-etiti3e -re446re 5a4 1ee i&eti/ie& t5ro6'5 6ero64

4t6&ie4 a4 a i-ortat &eteriat o/ IT a&o-tio= %5et5er it i4 EDI &i//64io a&o-tio o/ IT

io3atio4 ZGati'o Ro1ert4o= #,6i4itio4 ear t5eir co4t o/ ca-ital" W5e MA &eal4 are ao6ce&= a co-a.4 4toc$ -rice ri4e4 ol. 0 o/ t5e tie" I ac>6ire& co-aie4= 7; o/ e8ec6ti3e4 lea3e %it5i t5e

6 P a g e


27/49

/ir4t .ear= a& ;* lea3e %it5i t5e /ir4t t5ree .ear4" S.er'ie4 -ro2ecte& /or MA &eal4 are

ot ac5ie3e& ;0 o/ t5e tie" Pro&6cti3it. o/ er'e& co-aie4 ca 1e a//ecte& 1. 6- to

*0 i t5e /ir4t .ear a& /iacial -er/orace o/ e%l. er'e& co-aie4 i4 o/te lac$i'

;Prctic" /ui1e :!r Mer/er n1 Ac5uisiti!n> +%%@="

;De1ric Kremer> +%%+< Stur/e!n> +%%+= U4i' t5e Iteret /or tra4actio4 a&

coor&iatio ca 4a3e tie a& oe. o &eli3er. o/ 'oo&4 1. 64i' ric5 i/oratio /lo%4

to 4i-li/. a& 4trealie t5e /lo%4 o/ -5.4ical 'oo&4 i t5e 46--l. c5ai" Fiall.= /ir4 t5at

16. a& 4ell i iteratioal ar$et4 are 6&er -re446re /ro tra&i' -arter4 to a&o-t e+

coerce (e4-eciall. B:B) to i-ro3e coor&iatio %it5 ot5er e1er4 o/ t5e 3al6e c5ai"

S614e>6etl. I&ia e+coerce 5a4 'ro% at a 4%i/t -ace i t5e la4t * .ear4 /ro aro6& #*

1illio re3e6e4 i :00;+:00< to #, 1illio i :0#:+:0#= tra4lati' ito a co-o6&

a6al 'ro%t5 rate ZCAGRX o/ o3er *9 -ercet ZCRISIL= :0#7X" Oe o/ t5e 1i''e4t ae4 i

t5e Olie Retail I&64tr. a& a lea&i' e+Coerce -la.er i t5e Co6tr.@ Fo6&e& 1.

Scin Bns" Binny Bns" in Bn/"!re> Krnt in +%%F"W5ic5 %a4 4tarte& %it5

iitial ca-ital o/ 7 la$5 cotri16te& 1. t5e /o6&er4= %are5o64e4= o//ice4 a& &eli3er. ceter4

acro44 I&ia" Wit5 o3er #;"* illio 1oo$ title4 li4te&= #9 &i//eret cate'orie4= ore t5a 7

illio re'i4tere& 64er4 a& 4ale o/ **000 ite4 a &a. t5eir o-eratio4 are 4i-l. 56'e" Ha&

+%'+= Lac$ o/ &i'ital a%aree44 Ol. * -ercet o/

164ie44e4 i I&ia o//ere& olie 4er3ice4 46c5 a4 We1 -re4ece= co-are& %it5 a a3era'eo/ *9 -ercet i a4-iri' co6trie4" I a olie 46r3e. o/ I&ia4 SME4 i t5e or'ai?e&

4ector= t5e. cite& t5e lac$ o/ e&6catio o 64i' t5e Iteret a4 ao' t5e to- t5ree rea4o4

t5at -re3et co46er4 /ro 64i' t5e Iteret"

;Scin Bns"> )EO !: 2"i8rt> IANS>+%'+= ”We are cloc$i' &ail. 4ale4 o/ R4 :"* crore(* illio)" O6r 'ro%t5 rate 5a4 1ee #00 -er cet >6arter o >6arter=

;Nn/i> IANS>+%'+= Ri'5t /ro 1ro%4i' to &eli3er.= .o6 ca trac$ .o6r or&er" Jo6 ca -re+or&er a 6relea4e& 1oo$= 'et 'oo& -rice4= e3e t5e c64toer 4er3ice i4 3er. 4tro'" Rai4e

a. i446e= it4 e//icietl. re4ol3e&="

;Bri> IANS>+%'+ = No= 1elie3e4 A62 Ba5ri o/ Ba5ri4o4" T5ere4 a 56'e ar$et /ore3er.oe to co+e8i4t" Be4i&e4= Fli-$art4 ar$et i4 totall. &i//eret= .o6' -eo-le o/ :0+:* a'e'ro6- 16. 1oo$4 /ro t5e" Soe


28/49

%5ic5 $ee-4 t5e c64toer4 5a--. a& i t6r $ee- t5e aa'eet o/ Fli-$art 5a--." Soe

o/ t5e t%eet4 are 45o% 1elo%

< P a g e


29/49

Reserc Met!1!"!/y

Reserc O0Cecti4es

[ To 4t6&. t5e a&3erti4i' 4trate'ie4 64e& 1. Fli-$art"

[ To aal.?e t5e /actor4 a& t5eir e//ect o t5e co46er4 i AMITJ UNIERSITJ=HARJANA"

Reserc Desi/n

T5e re4earc5 &e4i' i4 &e4cri-ti3e i at6re"

Sm8"e Desi/n

Po-6latio All co46er4 o/ Fli-$art

Sa-li' Frae Co46er4 i AMITJ

Sa-le Si?e #*0 (Male ,0= Feale 90)

Sa-li' tec5i>6e No+-ro1a1ilit. 4a-li'= Co3eiece Sa-li'

Locatio AMITJ UNIERSITJ= HARJANA

D6ratio %ee$4

Data Collectio et5o& S6r3e. a& Geeral

O14er3atio4 I4tr6et Q6e4tioaire

Data Collectio

Priar. &ata collecte& %it5 t5e 5el- o/ 46r3e. co&6cte& o AMITJ UNIERSITJ=HARJANA co46er4 64i' a >6e4tioaire"

Seco&ar. &ata -re4et o t5e %e14ite4"

= P a g e


30/49

'esearch PlanStu1y !: A14ertisin/ strte/ies use1 0y 2"i8rt t!

8!siti!n itse": m!n/ )!nsumers !: AMITYUNIERSITY> HARYANA

Desi/nin/ te 5uesti!nnire

)!""ecti!n !: 8rimry 1t

An"ysis n1 Inter8retti!n !: 1t

2in1in/s

30 P a g e


31/49

Sec!n1ry Dt An"ysis6

A14ertisements Use1 in Ne3s88ers n1 M/ines6

Ne%4-a-er a&3erti4i' %or$4 o t5e /6&aetal o/ 16il&i' tr64t a& co/i&ece %it5 t5e

rea&er4"

Ne%4-a-er4 5a3e t5e 'reate4t i-act 1eca64e o/ t5e /ollo%i' rea4o4

#" E8-ert4 4a. t5e 'reater t5e e8-o46re o/ t5e a&3erti4eet= t5e lo'er i4 t5e -erio& o/

it4 i-act ao' t5e rea&er4" T5ere/ore e8-ert4 /eel i/ a a&3erti4eet 4ta.4 i t5e

eor. o/ a co46er /or a lo'er tie= c5ace4 are >6ite -ro1a1le t5at 5e i'5t o-t

/or -6rc5a4i' or a3aili' .o6r 4er3ice4 a4 a& %5e re>6ire&" T5i4 co6t4 /or 5i'5er 4ale4 a& 1ra& a%aree44"

:" A e%4-a-er rea&er i4 4o i3ol3e& i 5i4 rea&i' t5at 4oetie4 t5e cotet i t5e

a&3erti4eet4 create4 a eotioal i-act o 5i" It i4 t5i4 -o%er o/ 1ei' a1le to

e3o$e a eotioal re4-o4e %it5 t5e rea&er t5at 'oe4 i /a3or o/ e%4-a-er

a&3erti4i'"

" I ot5er e&ia= e4-eciall. olie e&ia= -eo-le 'et -ert6r1e& 1. t5e &i4tractio4 i t5e /or

o/ -o-+6-4 a& ot5er a&3erti4eet /or4 t5at $ee- /la45i' o a& o// t5e 4cree" I /act

e8-ert4 -oit4 o6t t5at i4tea& o/ 5a3i' a. /a3ora1le i-act= t5e4e a&4 4er3e to &i4tract t5e

rea&er4" Ho%e3er e%4-a-er4= -oit o6t e8-ert4= i3ol3e4 a /oc64e& rea&i' %5ere t5ere are

o &i4t6r1i' a& 6%ate& /la45e4 o/ a&3erti4eet4" A4 t5ere i4 o &i4tace 1et%ee t5e

rea&er a& t5e 4tor. it 4ee4 t5at t5e rea&er act6all. 6&er'oe4 all t5e eotio4 i t5e 4tor.

5i4el/= lea&i' to icrea4e i t5e tr64t /actor" Ta$i' a&3ata'e o/ t5i4 tr64t >6otiet=

a&3erti4er4 ca45 o e%4-a-er4 to 4e& t5eir e44a'e4 lo6& a& clear ao' t5e rea&er4"

Hece= Fli-$art 5a4 64e& a&3erti4eet4 i e%4-a-er4 a& a'a?ie4 %5ic5 are color/6l=

1ri'5t@ o4t o/ t5e ia'e4 co4i4t o/ $i&4= a& 5a3e clear e44a'e4" Here are 4oe o/ t5e

a&3er


32/49

PRIMARY DATA ANA*YSIS AND INTREPRETATIONS6

Num0er !: Res8!n1ents n1 teir 1istri0uti!n6

@)

A)

%/


33/49

'. H!3 !:ten 1! y!u 8urcse :r!m 2"i8rt

Al%a.4++O/te++Occa4ioall.+++Rarel.++Ne3er

/


34/49

+. H!3 1i1 y!u c!me t! n!3 0!ut 2"i8rt

a) Frie&4 1) Tele3i4io c) Ne%4-a-er4 a& Ma'a?ie4 &) A&3erti4eet4 o We14ite4 e)

Ot5er4 i/ a. -lea4e S-eci/. !!!!!!

)

*)

B)

C)

()

+)

A)

C!% T'l#

A?'" T'l#

Inter8retti!n6 Mo4t o/ t5e co46er4 cae to $o% a1o6t Fli-$art t5ro6'5 /rie&4

/ollo%e& 1. tele3i4io a& olie a&3erti4eet4" T5i4 -ro3e4 t5at %or& o/ o6t5 4trate'. 1.

Fli-$art i4 t5e o4t 46cce44/6l ea4 o/ a$i' -eo-le a%are a1o6t t5e a& t5eir -ro&6ct4"

T5i4 46cce44 ca ol. 1e 'aie& t5ro6'5 4ati4/ie& c64toer4 %5o act a4 a&3ocate4 /or .o6r

-ro&6ct4"


35/49

(. 7t cte/!ry !: 8r!1ucts 1! y!u 8urcse :r!m 2"i8rt

a) Boo$4 a& Statioar. 1) Electroic Ite4 c) Mo1ile a& acce44orie4 &) Healt5 a& Bea6t.

-ro&6ct4 e) M64ic= o3ie4 a& -o4ter4 /) Caera4 ') Watc5e4 5) Clot5e4Foot%ear4

i) Mo4tl. e3er.t5i'

)

+

*)

*+

B)

B+

C)

C+

%/


36/49

&. My :re5uency !: 8urcse s increse11ecrese1remine1 uncn/e1 since my

:irst 8urcse

I&7'-/2-4 4-7'-/2-4 '-%/I& ;&7"/&G-4

)

*)

B)

C)

()

+)

A)

%/


37/49

$. I s!metimes 1!n9t 8urcse certin cte/!ry !: 8r!1ucts 0ecuse !:

(a)Deli3er. tie (1) I cat to6c5 a& e8-eriece -ro&6ct olie (c) Re-laceet tie (&)

Price (e) Ha1it o/ -6rc5a4i' /ro o-e ar$et (/) Lac$ o/ ie&iate 4er3ice (') Lac$ o/

tr64t

*(

*B

+C@

A

**

2#$l#"

4elivery Time &o physical e!perience

'eplacement time Price

"abit of oEine

purchasing

lack of immediate

service

lack of trust

B+

B*D

+(

F

B)

$l#"

4elivery Time

&o physical e!perience

'eplacement time

Price

"abit of oEine

purchasing

lack of immediate

service

lack of trust


38/49

Deli3er. tie= ia1ilit. to to6c5 a& e8-eriece t5e -ro&6ct olie a& lac$ o/ tr64t are t5e

a2or i-e&iet4 /or co46er4 o/ 1ot5 'e&er4 o &oi' olie 45o--i'"

#. H!3 !:ten 1!es te 2"i8rt 8r!m!ti!n" sceme !n 3e0sites in:"uence y!u t! 4isit

teir site

Al%a.4+++++O/te+++++Occa4ioall.+++++Rarel.+++++Ne3er

always often occasionally rarely never

)

+

*)

*+

B)

B+

C)

C+

%ale

#emale

Prootioal 4c5ee4 i/l6ece ore ale co46er4 t5a /eale co46er4 to 3i4it t5e

%e14ite o/ Fli-$art" T5e /re>6ec. o/ 3i4it i4 4till 3er. le44 a4 o4t o/ t5e ale co46er4

occa4ioall. 3i4it Fl-i$art %5ile ica4e o/ /eale co46er4 it i4 rare"


39/49


40/49

. Kin1"y rte te im8!rtnce !: tese 8rmeters !n y!ur 0uyin/ 1ecisi!n

# (Lea4t i-ortat)+:++7+*(Mo4t i-ortat)

Ca45 o &eli3er. Door 4te- &eli3er.

Q6alit.

Re-laceet '6aratee

Price&i4co6t4

Wi&e 3ariet.

Pac$a'i'

Deli3er. tie

Ea4. to acce44

)

+

*)

*+

B)

B+

C!% T'l#

males females

Alo4t all t5e /actor4 t5at Fli-$art i4 /oc64i' oto are o/ 5i'5 i-ortace to t5e co46er4

i AMITJ UNIERSITJ= HARJANA= %5ile -ac$a'i' a& %arrat. 5a3e a3era'e

i-ortace i t5e &eci4io a$i' 1e/ore a. olie -6rc5a4e t5e. a$e" Hoe &eli3er. a&

>6alit. o/ -ro&6ct 5a4 t5e a8i6 i-ortace %5ile -ac$a'i' 5a4 t5e lea4t i-ortace /or


41/49

t5e co46er4 1e/ore a$i' a -6rc5a4e"


42/49

@. 7ic e-reti" site 1! y!u 8re:er :r!m te :!""!3in/6

Am!n> 2"i8rt> Sn81e"> E0y> Pe88er:ry> Oters

amaon ipkart snapdeal ebay pepperfry others

BB

C+

*A

FD

B

*B

*F*A

@

(

*

males females

Male4 a& Feale4 1ot5 -re/er 16.i' /ro Fli-$art a& t5e Aa?o!Sa-&eal""


43/49

10."ow fre$uently have you used the ecommerce website for gettinginformation before shopping at a physical store Halways, often,neutral, rarely, never

Product speci1cations Price comparison among products

always

often

neutral

rarely

never

)

+

*)

*+

B)

B+

P%o)+ "7#+'+'o*


44/49

always

often

neutral rarely

never

)

+

*)

*+

B)

B+

C)

P%'+# Co$7%'"'o*

LIMITATIONS OF THE STUDY

&oresearch is complete without admitting the limitations that wasfaced while conducting a study which will contribute to presentlearning. This study too like the others have certain constrains

which has been discussed below.

*. The study was restricted to 6angalore city only

B. The study is mainly concentrated on #lipkart.com

C. The sample of the sie will be limited to time andresources

(. The information will be collected valid until there is no anytechnical change or any innovation

+. The result is assuming that respondents have givenaccurate information


45/49

2in1in/s

[ Fre>6ec. o/ -6rc5a4e i4 ore ao' Me"

[ Wor& o/ o6t5 %a4 ore i/l6etial i -rootio a4 a. -eo-le %a4 a&e a%are 1.

t5eir /rie&4"

[ Mo4t o/ t5e co46er4 are 4ati4/ie& %it5 t5e 4er3ice4 o/ /li-$art a& are %illi' to

recoe& t5e to a$e -6rc5a4e4 /ro /li-$art"

[ E8ce-t -ac$a'i' a& %arrat.= all ot5er4 are co4i&ere& i-ortat i t5e &eci4io

a$i' o/ olie -6rc5a4e4"

[ Alo4t all t5e /actor4 t5at Fli-$art i4 /oc64i' oto are o/ 5i'5 i-ortace to t5e

co46er4 i AMITJ UNIERSITJ= HARJANA

[ T5e coercial4 64e& 1. Fli-$art are e//ecti3e eo6'5 to co3e. t5e e44a'e 4icet5e a&4 are itere4ti' eo6'5 to 'ai attetio a& -o4itio it4el/ ito t5e -ro4-ect4

i&"


46/49

Su//esti!ns6

Fli-$art 5a4 46cce44/6ll. -lace& it4el/ ito t5e -ro4-ect4 i& a$i' it t5e I&ia4 lar'e4t

olie 4tore %it5 56'e ra'e o/ -ro&6ct4" B6t Fli-$art 4till ee&4 to %or$ o t5eir core

co-etece t5at i4 1oo$4 a& 4tatioer. ite4"

Wit5 t5e etr. o/ Aa?o"co it %ill 1e a 56'e co-etiti3e ar$et /or Fli-$art a& 5ece

%ill 5a3e to -o4itio it4el/ 1etter= a4 %e 4till 4ee t5at 56'e -erceta'e o/ /eale4 are 4till

6a%are o/ Fli-$art" T5o4e /eale %5o -6rc5a4e= 5a4 a 3er. le44 /re>6ec. %5ic5 5a4

reaie& 6c5a'e&" T5ere/ore t5e. ee& to 'et a''re44i3e at -ro3i&i' 1etter 4er3ice4 %5ic5

ca 1e /6l/ille& 1. re&6ci' t5e &eli3er. tie= 4elli' 4eco& 5a& -ro&6ct4 %5ic5 %ill

icrea4e co46er4 a//or&a1ilit. 6c5 ore a& e5ace -eetratio ito t5e ar$et"

T5e. ca e3e 5a3e t5eir retail 4tore4 %5ic5 ca 'i3e a acce44 to co46er4 to /eel a&

aal.?e t5e -ro&6ct4= %5ic5 %ill 5el- t5e %i t5e co46er4 /ait5"

Price %ill 4till 1e a /actor a4 aa?o 1ei' a 56'e co-a. %ill 64e it4 ecooie4 o/ 4cale to

reo3e t5eir co-etitor4 /ro t5e ar$et@ t5ere/ore t5e. ee& to 1e ore co-etiti3e o t5at

a4-ect" Be 3er. /oc64e& o co46er4 a& 16il& aa?i' e8-eriece4 /or t5e c64toer4"


47/49

BIB*IOGRAPHY

• WWW"WIKIPEDIA"COM

• WWW"JOUTUBE"COM

• WWW"THEHINDU"COM

• WWW"SCRIBD"COM

• Baer2ee= Se5aa. Dao&ar J" Gol5ar= EDI I-leetatio i IT a& No+IT

Ma6/act6ri' Fir4 A Co-arati3e St6&. Iteratioal o6ral o/ O-eratio4

Pro&6ctio Maa'eet= #= Marc5 #,,

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