Myntra is an Indian e-commerce company that sells fashion and lifestyle products online. It was founded in 2007 and acquired by Flipkart in 2014. Myntra aims to provide a hassle-free shopping experience with a wide range of over 500 brands. Key aspects of Myntra's business model include partnerships with 3000 brands, an emphasis on marketing and sales, and a customer service focused approach. Myntra utilizes both traditional and digital marketing strategies such as celebrity endorsements, TV commercials, and social media promotions.

1. Myntra.com
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2. Background
The company was founded in 2007 to sell personalized gift items.
Established by Mukesh Bansal along with Ashutosh Lawania
and Vineet Saxena.
Headquartered in Bangalore, Karnataka, India.
In May 2014, Myntra.com was acquired by Flipkart.
Being India's largest e-commerce store for fashion and lifestyle
products, Myntra aims at providing a hassle free and enjoyable
shopping experience shoppers across the country with the widest
range of brands and products on its portal.

3. Value Proposition
Myntra value proposition revolves around giving consumers the
power and ease of purchasing fashion and lifestyle products
online.
Offerings such as the largest in-season product catalogue, 100%
authentic products, cash on delivery and 30 day return policy make
Myntra, the preferred shopping destination in the country.
To make online shopping easier for you, a dedicated customer
connect team is on standby to answer your queries 24x7.

4. Brands
Myntra understands its shoppers‘ needs and
caters to them with choice of apparel, accessories,
cosmetics and footwear from over 500 leading
Indian and international brands.

5. Acquisitions and Investments
2011- Tie up
with brands,
like Being
Human,
Fastrack,
started
2014-
Converged with
Flipkart to give
competition to
Amazon.
2016- Myntra
acquired
Jabong.com
2017- Acquired
InLogg, a logistics
Company.
2019- Launched
first Digital Reality
Show about
fashion.

6. Business Model
•Myntra has tied up with 3000 brands and offers a
high-quality product.
•It also focuses on marketing and sale management.
Key Activities
• Website
• AppKey Channels
• Customer Service
• Customer Support
Customer
Relationship
• Fashion Enthusiast
• Discount lovers
Customer
Segmentation

7. Marketing Strategy
• Myntra uses both traditional and digital medial to
promote itself in its promotional activities.
• From full page End of Reason Sale ads in newspapers
to celebrities doing their Diwali shopping on Myntra in
the TV commercials, it has leveraged the traditional
channels in a creative and effective way.
• Apart from this, the company also keeps launching
various promotional offers regularly on its website.
• Customers are sent promotional emails and notified
through customised in-app notifications about the
exclusive offers they can avail on Myntra.

8. Digital Reality Show
Myntra also ropes in celebrities, like Sonakshi
Sinha to promote the brand.
It started a show called "Myntra Fashion Superstar“
which was based on the fashion influencer talent
hunt on Myntra app on 17 September 2019 in
association with Zoom Studios to market the brand
more extensively.

9. Other than that, Myntra also uses
social media platforms, like Facebook
and Instagram, to promote its sale
season.
In its End of Reason Sale (EORS) 2019,
Myntra sold 1.77 lakh items within the
first 10 minutes of the sale going live.
Over 3.3 million products were
sold on day one.

10. Myntra has recently launched a new service
wherein the user can try clothes before buying
them.
Apart from providing e-tailing services and
selling products for other brands online, Myntra
also has a varied line of in-house branded
products.
The company is making fashion accessible to
youth at affordable prices and fulfilling its key
service proposition of “Convenient shopping
experience at an affordable price”.
Marketing Strategy

11. Marketing Strategy
Myntra also collaborates with celebrities to come up
with fashion labels inspired by them, for e.g. Deepika
Padukone’s All About You in women ethnic and
western wear and Hritik Roshan’s brand in
sportswear.

12. SWOT Analysis
Strengths:
• Merger with Flipkart has increased its strength and capacity
• Offering of more than 1.5 lakh products with over 1000 brands
• Efficient supply chain and delivery capability helps it to cater to 90,000+
locations.
• Good advertising and marketing campaigns on TV, internet and print
Weakness:
• Intense competition means limited market share growth

13. Opportunity:
• Partnership with celebrity designers, Bollywood movies can increase
its fashion appeal.
• Expansion into global markets can boost business
• Bridal collection to tap the big wedding market in India
Threats:
• Global competitors like Amazon slowly making its foray
• Fashion segment is becoming popular leading to increased
competition.
• Economic fluctuations and unfavourable govt policies

14. Conclusion
• Myntra has become a worth competing fashion e-commerce company
because of its unique` business model and attractive discount offers.
• Myntra also keeps on revising its marketing strategies with exigencies
of time.
• Therefore, Myntra is offering a good competition to e-commerce
companies, especially in the apparels sector.

15. Presented by:
Ananya Sharma