Mohit Deen, Manideep Das, Pallavi Baruah & Sanket Agrawal

GROUP NO. 6MARKETING (16-18)

WHAT IS BUILDABAZAAR?Buildabazaar is an e-commerce SaaS platform built by Infibeam for creating online retailing websites.Offers all services related to E-commerce under one roof.

BUILD YOUR OWN E-RETAIL WEBSITE FOR MULTIPLE

DEVICESBuildaBazaar.com is India’s leading e-commerce platform. It provides for complete e-commerce ecosystem including technology, catalog, logistics, marketing and payment support.

WHERE ARE WE NOW?

MARKET ANALYSISIndia's e-Commerce revenue is expected to jump from $30 Billion in 2016 to $120 billion in 2020, growing at an annual rate of 51%.

Therefore, we can presume that this will create a huge potential market for SaaS platforms like Buildabazaar.

BUILDABAZAAR GLOBAL MARKET SHARE

INDIA 92.7%US 4.8%CANADA 1.2%GERMANY 1.2%

COMPETITORS (MAJOR)

COMPETITORS ANALYSIS

BUILDABAZAAR ARE GAINING CUSTOMERS FROM

BUILDABAZAAR ARE LOSING CUSTOMERS TO

KEY DIFFERENTIATING FEATURES (COMPETITORS ANALYSIS) Speed is what differentiates us from our competition. Quick Turnaround Time combined with Friendly SaaS Pricing Models are key differentiators for us.

SWOT ANALYSIS STRENGTH•Integrated e-commerce Business model•Large merchant and Customer base•Wide Range of Digital Solutions•Customizable & Cost Effective e-commerce solutions•.ooo Top level domain registry

WEAKNESS•Unable to manage the rapid growth•Poor brand visibility among retail clients•Inability to keep pace with the intense competition in the industry.•Less Investment

SWOT ANALYSISOPPORTUNITI

ES•Customers are more into online shopping and small and medium sectors have a huge market untouched.•Potential market opportunities, as more and more of youth coming up with online start-ups.•Can expand more internationally.

THREATS•Number of alternatives available are many.•Security issues.•Stingy payment policies of the company.•Increasing pace of competition.

WHAT ARE THEIR OBJECTIVES?

SEGMENTATION, TARGETING & POSITIONING

SEGMENTATION•Geographic Apart from functioning well in north and western India, the company has also crossed the international borders. The company has started to operate in the middle east countries like UAE. UAE merchants can also ship to Oman, Qatar and Egypt using the BUILDABAZAR e-commerce platform.

SEGMENTATION•Behavioral Top Purchasers: Clients that are ready to pay high value for services. Device Types: Clients want to custom their services based on devices like desktop, tablets and mobiles. They incur services for both website and mobile application. Personalized: Clients those opt for the enterprise plan and request for completely personalized services.

TARGETING•Big Brands•Small & Medium Enterprises•Startups•Entrepreneurs

POSITIONING

•Buildabazaar is yet to be recognized by the people as a brand which serves as an e-commerce platform. •An effort was made in this regard by issuing an IPO (Initial Public Offering) in order to raise funds.•This was also an effort to increase the brand.

MISSION & VISION MISSION Our aim is to make this platform as robust and merchant friendly as possible. We draw our motivation from making entrepreneurs and merchants using our platform, successful and make a good profitable business. VISIONThe Buildabazaar initiative was conceptualized with a vision to create a customer oriented retail technology platform that provides a self service platform to entrepreneurs and is most reliable and consumer centric e-commerce platform

ANSOFF MATRIX

ANSOFF MATRIX

WHERE WE WANT TO GO?

BRAND A long-term plan for the successful development of a brand. It is based on:• Pricing • Changes in products

BRAND POSITIONING 

For Brand Positioning in the mind of its target customers Buildabazaar is insisting upon customer care and the satisfaction of their customers, as they offers intangible services. Some key areas that Buildabazaar has insisted upon for brand positioning:• They have focused on good back-end flexibility for their customer.• Flexibility for user in product pricing.• Cloud computing for customer benefit.• Storage facility.

DID WE GET THERE?

PRICING STRATEGY •PAY WHAT YOU WANT•VALUE BASED PRICING•TIME BASED PRICING•PRICE DISCRMINATION•PRICE LEADERSHIP•PREDATORY PRICING

COMMUNICATION STRATEGY

• Limited to conferencing only with the big brands.• Invest lesser than other e commerce platforms, focuses on short term profits.• Introduction of TV COMMERCIALS.

SUGGESTION

SUGGESTION

Recommendations for Adequate Communication•Should Increase emphasis on visibility through Media.•Conduct online as well as offline surveys •Public speaking can be done in rural areas as well to create awareness•Last but not the least, blogs must be written and published to create awareness of the company

PGDM-M