Flipkart strategy

1. Dipesh / 18bc345 / Flipkart
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Marketing strategy of Flipkart –
Flipkart strategy analysis
Leading E-commerce giant of India, Flipkart have 160 million
registered users helped in achieving the revenue of $8.1 billion.
Flipkart's projected share of the India ecommerce market by 2019
is 44%. There are 80 million products available on Flipkart with
1,00,000 registered sellers and 80 categories of products. The
estimated valuation of Flipkart touched a whopping $24.9
billion after it raised $1.2 billion investment led by the US retail
king Walmart in the month of July.
Its “Big billion days” is the most successful campaign till now that
has helped the company in increasing its sales during the festival
season.
ACQUISITIONS
2010: WeRead, a social book discovery tool. The stated goal was to
give Flipkart a social recommendation platform for buyers to make
informed decisions based on recommendations from people within
their social network.
2011: Mime360, a digital content platform company.

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2011: Chakpak.com is a Bollywood news site that offers updates,
news, photos and videos. Flipkart acquired the rights to Chakpak‘s
digital catalogue which includes 40,000 filmographies, 10,000 movies
and close to 50,000 ratings. Flipkart has categorically said that it
will not be involved with the original site and will not use the brand
name.
2012: Letbuy.com is India‘s second largest E-retailer in electronics.
Flipkart bought the company for an estimated US$ 25 million.
2014: Acquired Myntra.com in an estimated INR 2,000 crore deal.

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SWOT ANALYSIS OF FLIPKART

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MAJOR COMPETITIORS
Amazon.com is an American international electronic commerce
company with headquarters in Seattle, Washington, United States.
It is the world's largest internet company, based on revenue and
number of employees.
Snapdeal.com is an online marketplace, headquartered in New Delhi,
India. The company was started by Kunal Bahl and Rohit Bansal, in
February 2010.
eBay Inc., is an American multinational corporation and e-commerce
company, providing consumer-to-consumer sales services via
Internet. It is headquartered in San Jose, California, United States.
HomeShop18 is an online and on-air retail and distribution venture of
Network 18 Group, India. HomeShop18 was launched on 9 April 2008
as India's first 24-hour Home Shopping TV channel.

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MARKET SEGMENTATION
The process of defining and subdividing a large homogenous market
into clearly identifiable segments having similar needs, wants, or
demand characteristics. Its objective is to design a marketing mix
that precisely matches the expectations of customers in the
targeted segment. Few companies are big enough to supply the needs
of an entire market; most must breakdown the total demand into
segments and choose those that the company is best equipped to
handle. The four basic market segmentation-strategies are based on
GEOGRAPHIC SEGMENTATION –
• CATERS TO TIER 1, TIER 2 AND TIER 3 CITIES
DEMOGRAPHIC SEGMENTATION –
• 75% of online users between the age group of 15-34 years.
• Flipkart targets mainly the youth of the country
BEHAVIOURAL SEGMENTATION –
• Web friendly people.
PSYCHOGRAPHIC SEGMENTATION –
• Flipkart concentrates on more Psychographic, which helps in deciding
where to display ads online
• They target online shoppers and people who don‘t online shop (thus TVC to
encourage them)

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MARKET POSITIONING
An effort to influence consumer perception of a brand or product
relative to the perception of competing brands or products. Its
objective is to occupy a clear, unique, and advantageous position in
the consumer's mind.
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
• Vernacular language
• Better user interface-one drag approach

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MARKETING STRATEGIES
• Word of mouth (initial marketing even now they want to satisfy customer
so they come back for more)
• Good use of SEO
• We DO NOT sell old books or used books. All the books listed at
Flipkart.com are new books. The books listed at Flipkart.com are NOT
available for free download in ebook or PDF format
• Thus when you search free ebooks or pdf books old or used books flipkart
will be displayed.
• Good use of SEM
• Ads at proper places and use pay per click to pay for ads
• Cash/card on delivery – there by encouraging students and people with no
credit/debit card to purchase in flipkart, with mobile internet penetration
there is chances of capturing rural market (60% revenue by COD)
• EMI –by targeting price sensitive customers
• Wallet – customer can recharge money online and purchase then and when
needed those entering details always is rectified, target heavy purchase
and luxury customer
• Product recommendation with your previous purchases

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Marketing mix Flipkart
BY Dipesh
Roll no. 18BC345
Section- M