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Creative brief flipkart
Flipkart is India's largest online retailer that started as an online bookseller in 2007 and is now valued at over $1 billion with a staff of 2500, but it is facing issues with low profit margins from low value items delivered over long distances and needs to shift its positioning from cheap prices to emphasizing convenience, delivery, and customer service to increase revenue from its existing customer base.
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Creative brief flipkart
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- 3. Indian e-commerce company Headquarteredin Bangalore, Karnataka Among the top 30 Indian Web sites Founders Sachin Bansal and Binny Bansal (2007) In 2009, we had a topline of 20 crore. 1st Indian Internet Company to be valued at $1 Billion! Current manpower ~ 2500
- 4. Credited with beingIndia's largest online bookseller We sell 1.5 lakh books a month. That’s 3.5 books a minute! Great variety of products Books Various payment options Gadgets (Computers, Cameras, Gaming & Mobiles and accessories) Multiple payment methods like credit card, debit Music, Movies and Posters card, net banking, e-gift voucher and Cash on TV, Video and Audio Home and Kitchen Delivery Pens and Stationery Belts, bags, Watches and luggage Health and Beauty MP3 Downloads On-time delivery system Over 1 million registered users! Fantastic discounts Ships over 20000 items every day. More than half of those are books! Broke even in March 2010 Generated USD 11 million in sales last financial year
- 5. Competition We get over0.5 million unique visitors every month from India Amazon gets 0.75 million unique visitors every month from India. And this is when they had not even started operations here!
- 6. Competition Map Infibeam Amazon ebay Indiatimes Star CJ Snapdeal Home Shop 18 dealsandyou Magazine Mall Naaptol Bookadda Buytheprice Friends of book Amazon uRead
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- 8. • The companyis witnessing a problem in terms of extremely low profit margin • Also the number of customers ordering low value items to be delivered over long distances are higher, thus providing low margins and losses in some cases. • But we cannot discourage to lose out on such customers as they might be of lifetime value
- 9. • To tacklethis problem, more premium products are available on the website so that the high margins from these products can subsidize the losses from selling low value products over long distance • The transaction cost is also same irrespective of the product ordered. Thus it makes more sense to earn more revenue per transaction • But the catch here is that Indian customers still prefer buying the high priced item at physical stores as it gives them the feeling of safety and trust • Also, the Brand Flipkart is more associated with Books rather than a full fledged retail portal
- 10. Where we are Withover 11.5 million book titles, 14 different categories, more than 3 million registered users and sale of 30000 items a day, we can say with utmost confidence that we are one of the leading e-commerce players in the country. The “steroids” for our website are low prices, free shipping and an intuitive interface that makes it very convenient to search
- 11. Where we wantto be We want to be the sustainable leader with profitability We don’t want to continue the price war way but want to concentrate more on customer service and a pleasant buying experience.
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- 13. Our primary customersare urban middle class who are well versed in using the technology, are well educated and are comfortable shopping online. India has only 52 million active internet users and only 40% of them shop online.
- 14. The Brief • Wehave established a niche in the market by effective communication through its latest television campaigns • Now we want to focus on generating more revenue from the existing customers • Also our positioning has to change from cheap product offering to convenience, effective delivery & customer service