Flipkart was founded in 2007 by IIT Delhi alumni Sachin and Binny Bansal as an online bookstore and has since expanded to become India's largest e-commerce platform, shipping over 30,000 items daily across 12 categories; through strategic marketing campaigns emphasizing convenience, low prices, and customer satisfaction, and expanding product offerings, Flipkart has achieved rapid sales growth and become a leader in the Indian e-commerce market.

1. e-Retailing
www.FLIPKART.com

2. Flipkart.com
• Founded in 2007, by Sachin and Binny
Bansal
• Initially meant to act as a price
comparison platform
• One of the spearheads of e-commerce in
India
• India’s largest online bookseller (11
million+ titles on offer)

3. The Founders
• Sachin and Binny Bansal
– From Chandigarh
– IIT Delhi alumni
– Part of the same team in
Amazon, where the idea
of starting Flipkart
crystallised

4. How it started
• In 2007, with an initial investment of Rs. 400,000, or $8000
(now with revenues of $100 million)
• Merchandise mix:
– 2007: Books
– 2010: Media and electronics
– 2011: Stationery and consumer electronics, personal care and health
care items
– 2012: School and office supplies, air-conditioners, lifestyle products,
apparel

5. How it started
• Initial business idea
– Making books easily available to anyone who had
internet access
• Unique offerings:
– Cash on delivery
– 30 day replacement policy
– Free shipping
– Items not easily available, or unavailable at brick and
mortar retailers (eg. Manga, Japanese literature)

6. Facts Sheet
• Ships around 30,000 items daily
• Portfolio spread across 12 categories
• Recently forayed into the digital content market with the launch of Flyte,
the digital music store.
• Revenue of Rs. 2.5 crore per day
• Titles available on Flipkart (Books) – 11.5 million
• Registered users on Flipkart – 2.6 million
• No. of employees – 4500
• Cumulative funding raised – $31 million

7. Sales Growth
 2008-09: Rs.40 million
 2009-10: Rs.200 million
 2010-11: Rs.750 million
 2011-12: Rs.5 billion+
 2015 projected: Rs.50 billion
• On average, Flipkart sells 20 products per minute

9. CUSTOMER
• India has around 13.5 crore internet users
today where as the number of homes with
Cable and Satellite (C&S) television is 10.5
crore.
• Flipkart targets a new set of consumers,
mainly people who have not shopped online
yet.

10. CONVENIENCE
• Introducing cash on delivery and card on delivery.
• Orders are delivered within 1 day in Tier-I cities
and 2-3 days in Tier II cities and 3-5 days Tier III
cities
• Their website is great, easy to use, easy to browse
through the products.
• Flipkart also provides a 30 day replacement
guarantee on its products and EMI options to its
customers for making payments.

11. • Some unique product
features of Flipkart
available to the
customers
• Wishlist
• E-gift voucher

12. • Flipkart has launched a new Electronic Wallet feature
that allows shoppers to purchase credit to their Flipkart
account using credit or debit cards, and can
subsequently be utilized to make purchases on the site,
as and when required.

13. COST
• Flipkart.com aims mostly at people who would
like to buy books online in India. What the
company calls the “steroids” for its website are
low prices, free shipping and an intuitive
interface that makes it very convenient to search
for books. The site has a young and trendy look
and feel.
• Flipkart provides free shipping to its customers on
every order.
• Its also provides various offers and discounts that
customers can redeem on purchase of products.

14. • Flipkart has been mostly marketed by
word of mouth advertising. Customer
satisfaction has been their best marketing
medium.
• Flipkart recently launched a series of 3
ads with the tag line - "No Kidding No
worries”
• Flipkart.com official Facebook page has
close to 9 lac 'likes'
COMMUNICATION

15. In the initial days they
have used WOM and
customer satisfaction
as the brand building
strategy. Now they have
exploited the social
media and ATL
communications to
further build the brand.
The company has also
used LinkedIn to
connect with people.

18. videos

19. Operations Strategy

20. Bottlenecks in Operations
• Delay in deliveries or delivery of faulty products
• Significant challenges in reverse logistics
• Consumer bias
• Lack of touch-feel-try experience
• Mounting competitive pressures
• Offline presence

21. Flipkart’s Marketing Strategy

22. Marketing Strategy
• Word of mouth advertising
– Customer satisfaction has been their best marketing medium.
• Flipkart wisely used SEO and Google Ad-words as the marketing tools to
have a wide reach in the online world
• Wider reach through advertising campaigns- mainly focused on TVCs

24. “Granny & the Mouse”
• First TVC for the e-
commerce portal.
• “You don’t need magic. Just
log on to
www.flipkart.com.”

25. “No kidding. No worries.”
• Take online shopping to a wider
audience and cover the non-
metro areas of the country.
• The TVCs stress on highlighting
vital benefits of shopping on
Flipkart.com
• The backdrop suggests that
Flipkart.com is the new place to
shop from

26. “Shopping ka Naya Address”
• Attempt to position Flipkart as
a synonym for online shopping.
• The ad doesn’t only plan to
inspire the people to shop via
Flipkart, but is also promoting
online shopping as a whole

27. “Closet Full of Nothing”
• To promote its women's lifestyle
category
• 'When you have everything and
still nothing to wear‘
• Targeted towards the internet
savvy working woman, hard-
pressed for time and familiar with
online transactions

28.  07- Chhaya Arawatia
 09- Devika Bharadwaj
 21- Miheer Khandeparkar
 39- Parveen Shabnam
 43- Veda Shah
 57- Ankita Vasandani