1. COMPARISON OF E-
COMMERECE MARKET
STRATERGY
KARTHIK T V
S2 MBA (2021-2023)
Mar Athanasios College For Advanced Studies Thiruvalla
(MACFAST)
Kerala , India
www.macfast.org
2. India’s Biggest Ecommerce Trends
In 2021, ecommerce marketplaces have come up against a new breed of
competitors.
Startups have gone for a ‘house of brands’ model, which means attacking the
market with a variety of private label brands each of which have high affinity
to each other.
this social commerce has emerged as a force.
3. Competition and marketing strategies
Ecommerce startups are shifting to the subscription model linked to loyalty
programs
ecommerce apps have to battle each other for downloads and repeat buyers
Discounts and sales are often how brands get downloads and activity, while
UI/UX (user interface and user experience), reward mechanism and leveraging
data are the key to getting repeat buyers.
4. Content commerce
content commerce is driven by the consumption of short-form videos, the
growth of influencer marketing, the rise in social media consumption
India’s live commerce space is booming and fast becoming a battleground for
social media unicorns, ecommerce giants and upstarts, with the entry of
Flipkart, Myntra and other bigwigs.
5. Game of views
App stores have become much more than just a publishing platform, they are a major
driver for app discovery, resulting in downloads for a particular app.
app store optimisation (ASO) becomes a critical move for ecommerce apps to acquire
more new users and poach downloads or views from their competitors.
Reliance-owned AJIO gained 340.4 Mn similar views, poaching around 33% or 112 Mn
views from Myntra.
The AJIO app also gained significant impressions from Tata CLiQ (18% of total similar
views) and Bewakoof (12% of total similar views) during the year 2021.
Between January and November 2021, Flipkart recorded the maximum number of
similar views among all ecommerce apps on the Google Play Store — a total of 992
Mn. Flipkart gained around 31% of similar views or 307.7 Mn from Meesho’s app listing
page.
6. Market strategies of Flipcart
Flipcart’s main principle seems to be focused on being present at every
single touch point their customers are present at. Today this means using the
majority of their budget on digital channels and marketing.
Flipkart also invests heavily in star power and influencer marketing. India
loves Bollywood and Flipkart uses this to sell and raise awareness about their
products.
In recent years, Flipkart has increased its budget spend on digital marketing
considerably. it’s become leaner and heavily based on digital, which has
worked out well for them.
7. Marketing strategy of AJIO
Ajio app is a part of the reliance family they have garnered the trust of the customers
for ages. They are known for their innovative ideas and successful ventures.
Reliance group is known for its affordable price for every product. The prices of the
products are made keeping in mind the Indian customers.
The company also has a facility where the customers can get their products from the
retail store which operates in more than twenty-five thousand outlets across India.
Most of the brands are daily wear and affordable brands from markets like Russia,
Australia, Singapore, Canada, America and Europe. Ajio also sells its own private
brands.
8. Marketing strategy of Amazon
Offering the widest range of products. The largest internet retailer in the
world by revenue offers hundreds of millions of products.
The e-commerce and cloud computing company has experience and
competence in scaling from small to large. This factor plays in instrumental
role exploring new business segments.
Exploiting affiliate products and resources. Up to date, the tech giant has
taken a full advantage of affiliate programs, products and resources to
contribute to the bottom line of the business.
Amazon marketing strategy integrates a number of targeted online marketing
channels, such as Associates program, sponsored search, social and online
advertising, television advertising, and other initiatives.
9. Marketing strategy of TATA neu
Designed to be a super-app, Tata Neu offers everything from your daily
grocery to latest gadgets, flight bookings, and holidays.
It also provides offers from various brands such as AirAsia India, BigBasket,
Croma, IHCL, Westside, and more.
With Tata Neu, consumers can make payments across multiple Tata brand
apps, websites, and in-store using NeuCoins, cards, UPI, EMI, and more.
The app offers personal loans, short-term credit, and insurance, along with bill
payments. A user can track and conveniently pay electricity, mobile, DTH,
broadband bills, recharges, and more, all in one go.
Guaranteeing unlimited freedom to earn anywhere and maximise your
savings.
