1.
Consider a Topdog in
Industry “X” ,advise it
Brand Chosen : Flipkart
Industry : E-commerce

2.
Industry Analysis :E-commerce
in India
Started in India in the year with the
introduction of B2B portals in 1996, now E-Commerce
is all set to become one of the
successful medium for business
transactions.
The eras that defined the rise of
Ecommerce in India
• Between 2000 and 2005
• Between 2005 and 2010
• From 2010
India’s E-Commerce market was about $2.5
billion in 2009, it went up to $6.3 billion in
2011 and to $16 billion in 2013 and is
expected to grow huge $56 billion by 2023
that would be 6.5% of the total retail
market.
E-Commerce has led to:
• Reduced search and transaction cost
• Improved customer service
• Improved shopping experience and
convenience
• More transparency of information
• Quality products and services
Drivers of this industry:
1. Mobile for location-based marketing
2. Personalization to meet the needs of each
customer.
3. Convenience and shopping experience
4. Easy accessibility and availability
5. Wide range of products
6. Low price through offers and discounts

3.
Challenges in the E-commerce industry
1.High return ratio leading to reverse logistics
2.Preference to Cash on delivery mode due to low credit card penetration and less trust on online
transactions. Such transactions are expensive for the seller.
3. Most payment gateways have a high failure rate. This leads to loss out of business as several
customers do not reattempt to do the payment.
4. Internet penetration is low and the quality of connectivity is also poor.
5. Smartphone penetration is not significant in India. 40% of Flipkart’s transactions are done on
mobile. The customer base can be increased with higher penetration of Smartphone.
6. Buying of a product on E-commerce websites does not allow the customers to have a touch and feel
experience.
7. Logistics is a problem in thousands of Indian towns. Due to the inaccessibility of many small towns
in India is a factor driving the logistics problem. COD aggravates this problem.

4.
Flipkart, India’s “Amazon”
Factsheet:
• Brainchild of Sachin and Binny Bansal that
went live in 2007.
• Expected revenues in ’14 : Rs. 75 crores
• Expected to raise $500 million from the
perspective of a listing in the NASDAQ
next year. Currently it has raised over
$750 million in the past 7 years over 5
rounds
• As a market leader it delivers 5 million
shipments monthly to 18 million
registered users in 150 cities
• It is eyeing a share of about 65 per cent
of the online fashion segment in the next
12-18 months.
What made Flipkart a Topdog
• First Mover Benefit: Began with
strategically effiecient product categories
: books ,electronics
• Pioneering innovation :Sales of Motorola
series have clocked 1 million pieces in 5
months .Currently looking to stock the
leading Chinese brand ,Xiaomi
• Excellent service and product quality
contributing to maximum amount of
Credibility in the market
• Ease of use :Simple and user friendly
interface and ease of transactions
• Market leader despite offering relatively
high prices
• Discounts and free shipping
• Successful WOM marketing

5.
Adapting to the model for the Indian Market :
• Cash on Delivery was an output of the credit
/ debit card penetration in the country as
against the number of consumers willing to
shop online.
• In India, the consumer had to be home for a
delivery and leaving the parcel outside
wasn’t an option
• They tackled the distribution barrier as a
technology problem and developed strong
in-house systems
• The currently have a network comprising
19,000 pincodes including far-flung locations
Differentiated Value Added Services :
• Flipkart Student offers
For the brand, the student
category makes a perfect fit as
they are presumably online –
savvy and the brand gets to tap
on their consumption pattern
at the very beginning of their
purchasing cycle.
• Flipkart First
Capturing the existing gap in
the market by providing same
day delivery services
Strategies used :

6.
Current Problem Identification:
• Calibrated accession for survival:
Flipkart took over Myntra for $300-330 million to acquire the market leader in the fashion
section.
“There is absolutely no chance or thought that Flipkart or Myntra will merge as a
single brand in the coming times. Flipkart will have a broad catalogue, including that
of Myntra, while Myntra will continue to position itself as fashion curator. The
merger has happened at the shareholder level, with no change in the experience of
the consumer.”
• Threat of Amazon , the parent player cannibalizing the Indian market on a large
scale
“Currently the brand has no distinct competitive advantage in terms of brand
recognition, customer stickiness, repeat purchases or healthy margins.“

7.
Brand concept map

8.
Flipkart vs Amazon
• Flipkart is a market
place model while
Amazon is an inventory
and marketplace model.
• Flipkart has 1706 SKUs
in stock and 4172 offers
while Amazon has 1535
SKUs in stock and 2244
offers.
• Mobile category is quite price sensitive
and fight is very intense between
flipkart and amazon.
• In cameras category amazon offers
better prices than flipkart.
• In Laptops category flipkart has great
advantge and they are way ahead of
amazon.
• Amazon has 1.5 Crore products listed
on its website while flipkart has
millions of products across 21
categories.
• The daily shipment of flipkart is around
80,000 a day on average while it is
40,000 a day for amazon.
• Amazon in its initial phase is acting like
a trendsetter and flipkart is following
their concept.

9.
Flipkart vs Snapdeal
Flipkart
• Follows hybrid model, similar to Amazon
• Ekart Logistics
• Payment through PayZippy
Flipkart
• Lead categories, targets every individual who shops
online
• Offers everything, except groceries and
automobiles
• Focus on mobile device which generates 20% of
sales
Snapdeal
• Follows pure-play marketplace
• Does not handle logistics on its own
• Payment through Klickpay
Snapdeal
• Target Non-metros, focuses on middle
income market
• Focuses on getting unique unbranded
products.
• Hand held devices generates 30% of sales
Current Strategy
Customer Strategy

10.
Top-Dog Strategy Recommendations:
• Block exposure to evidence:
This strategy typically works in a case where there is strong motivation to learn and
prior knowledge is well developed in favour of the market leader.
• Reinforce the primary niche of the Brand:
Today more than 60 per cent of shoppers on Flipkart are repeat customers. The
brand should optimize onto this and should focus on customer stickiness and brand
loyalty.
• Setting the Brand Agenda
Topdogs have the market power and can use it to control the consumer’s learning
agenda .
Tactic:
Value added services for Customer Loyalty: Exclusive Dealerships:
Flipkart should create user experiences based on 'All things Flipkart' just as Amazon does
with its affordable Kindle Fire

11.
Recommendations
FLIP-KARDS for brand loyals
Fashion styling based on product choices
Hand to Hand exchange via Myntra
logistics

12.
Recommendations
Reward coupon to loyalists for product
review
Expert advice on electronic products
from tech bloggers
Modelled clothes as per size chart

13.
Thank You
Presented by :
Group Number 7
Itisha Sharma : DM151
Sheikh Shadab : DM15150
Shivam Rastogi : DM15151
Soochna Sahu : DM15158
Suhasini Jain : DM15256
Swati Narayan : DM15161