research on flipkart

1. Presented by
Siva Ganesh
1st year P.G.D.M
Sunstone Eduversity

3. Contents
 Introduction
 4p’s
 STP
 Why Flipkart is registered in Singapore?
 Ease of doing Business
 Competitor analysis
 Acquisitions
 Own products
 Swot analysis
 Investors
 Awards and recognitions
 Conclusion

4. flipkart- India’s largest Online Store!!!
4
 Leading Indian E Commerce company headquartered in Bangalore.
 Started by two IIT graduates (earlier employed with Amazon) in year 2007.
 India’s largest online bookseller with over 11.5 million titles in offer.
 Added other products like media, electronics, personal and health care.
 Boasts 100% growth every quarter since founded.
 First company to introduce cod payment system.
Registered User base of twenty six million customers.
Employees-20,000
Ranked among the top 10 websites in India as per Alexa ranking.
Revenue: US$ 1 billion (gross merchandise 2013-14)

5. Four p’s

6. PRODUCTS
FICTION
ACADEMIC
LITERATURE
CHILDREN
ELECTRONIC GOODS
HOUSEHOLD ELECT.
MOBILE TECHNOLOGIES
PERIPHERALS,WELLNES
S
APPARELS
ACCESSORIES
•Aims most segments except automobiles and groceries.

7. PRICE AND PROMOTION
PRICE:
•Offers discount
•E-wallet
•E-gift vouchers
PROMOTION:
•Advertising
•Online marketing
•Media
•Word of mouth

8. PLACE
PLACE:
•online
•Inventory at 13major
centers-Mumbai, Delhi,
Bangalore, Kolkata……
•Covers all tier-1 cities
and major tier-2 and
tier-3 cities

9. Segmentation, Targeting and Positioning
 Segmentation : Internet users, online shoppers
 Targeting : All age groups members who are using internet.
 Positioning:
6th rank among the Top websites in India and Globally 75th rank as per Alexa
ranking.

10. What was the business strategy behind registering
Flipkart (an Indian ecommerce giant) in Singapore,
instead of India?
 It was a smart business decision, following are the reasons for this
 Foreign investment: As an Indian company FK can't raise money from foreign investors, if they
are registered in Singapore they can do it.
 FDI Rule : Indian government's FDI policy also encouraged them to register it in Singapore so
that they can operate it easily with foreign investors' money.
 Filling for an IPO: Indian rules do not allow a non profitable company to go public, since they are
in Singapore they can now go public on NASDAQ, even if they are not profitable
 Ease of doing business: Indian government has many unnecessary license that are required at
different times to do business, and it's a pain going through 100's of office to acquire these
meaningless stuff, you don't have to do any of this in Singapore.

11. Ease of doing Business
 Ecommerce helps in displaying the product, provides the platform for customers to choose the
desired products.
 For customer, Ecommerce saves money and valuable time and Energy.
 Gives consumers more choices in selecting products and vendors.

12. current information about flipkart
 Flipkart to hire 12,000 in 2014
 Flipkart fashion files
 Flipkart now worth $7 billions.

13. Competitor analysis

22. Acquisitions
 2010: WeRead, a social book discovery tool.
 2011: Mime360, a digital content platform company.
 2011: Chakpak.com, a Bollywood news site that offers updates, news, photos
and videos.
 2012: Letsbuy.com, an Indian e-retailer in electronics. Flipkart has bought the
company for an estimated US$25 million.Letsbuy.com was closed down and all
traffic to Letsbuy have been diverted to Flipkart.
 2014: Acquired Myntra.com in an estimated INR 2,000 crore deal.

23. In-house Products
 In July 2014 Flipkart launched its own set of tablet, mobile phones & Phablet.
The first among these series of tablet phones was Digiflip Pro XT 712 Tablet.
 In July 2014 Flipkart launched it's first networking Router, under its own brand
name named DigiFlip WR001 300 Mbit/s Wireless N Router.
 In September 2014 Flipkart launched its in-house home appliances and
personal healthcare brand Citron. The label includes a wide range of cooking
utilities and grooming products.
 Flippd for clothes.

24. Exclusive Product Launches
 Flipkart launched its budget smartphone Moto G
 more than 20,000 units were sold within hours of launch on Flipkart
 Xiaomi Mi3 produced by Xiaomi Tech was launched in India on an exclusive tie-up with Flipkart.
 The first batch was sold out within 39 minutes on 22 July 2014, the second in 5 seconds on 29
July 2014. The sale was proceeded on pre-registration mode where more than 1,50, 000 buyers
booked for the 5 August 2014 sale. This got sold off in less than 2 seconds.

25. Swot analysis

26. • Cash on delivery
• Long term investors
• Customer service
• Variety of payment
options
• Own delivery network
• Strategic acquisitions

• Less reach as
compared to physical
book stores
• Lower margin
• No control over small
value orders
• Free shipping built
costs
Strengths weakness
Internal analysis

27. • M commerce
• Enter new untapped global markets
• Tie ups with Book fairs/education
institutes.
• Coverage of all parts of India
• Broad band penetration

• Not comfortable with online
payment
• Too much competition
• Price wars
• Innovative strategies competitors
like infibeam. (built a bazaar)
External analysis
opportunities Threats

28. IA to O framework
28
Outputs
O
Internal
actions IA
P
r
o
f
I
t
s
I
n
n
o
v
a
t
e
Lower costs

29.  2009: $1 million from Accel Partners
 2010: $10 million from Tiger Global
 2011: $20 million from Tiger Global
 2012: $150 million from Naspers, Tiger Global and Accel Partners
 2013, July: $200 million from Naspers, Accel Partners, Tiger Global and
Iconiq Capital
 2013, October:$160 Million from Dragoneer Investment, Morgan Stanley,
Sofina, Vulcan Capital, Tiger Global
 On 26 May 2014: $210 million from Yuri Milner’s DST Global and its existing
investors Tiger Global, Naspers and Iconiq Capital
 On 29 July 2014: $1 billion from Tiger Global
INVESTMENTS

30. Awards and recognition
 Sachin Bansal, got Entrepreneur of the Year Award 2012-2013 from Economic
Times, leading Indian Economic Daily
 Flipkart.com was awarded Young Turk of the Year at CNBC TV 18's 'India
Business Leader Awards 2012' (IBLA).
 Flipkart.com- got Nominated for IndiaMART Leaders of Tomorrow Awards
2011.
 Flipkart.com, secured second position in the List of Cheapest Mobile Store
2013, compiled by Indian e-commerce observer Zoutons.com

31. Amazon

32. 32