This ppt talks about gen. introduction of Flipkart, Its various Marketing efforts and its USPs that insulates it from competition.

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2. Introduction
Established in 2007 & headquartered in
Bangalore, Karnataka.
9000+ employees
The company is registered in Singapore.
Among top 10 most visited websites in India.
WS retail, Digiflip , E-kart are also organizations
controlled by Flipkart.
 Sales of over 1 bn INR in 2013, and projected
sales of 50 bn INR by 2015.

3. Introduction
 Flipkart was founded in 2007 by Sachin Bansal and Binny
Bansal, both alumni of the [Indian Institute of Technology
Delhi].
 They had been working for Amazon.com previously.
 The business was formally incorporated as a company in
October 2008 as Flipkart Online Services Pvt. Ltd.
 During its initial years, Flipkart focused only on books, and
soon as it expanded, it started offering other products.
 The first product sold by them was the book Leaving
Microsoft To Change The World, bought by VVK Chandra from
Andhra Pradesh.

4. Flipkart’s sales chart
2009 2010 2011 2012 2013 2014
2015
40 200 750 2000 5000
10000
50000
Sales in million Rs

5. Website screenshot

6. Flipkart’s Approach

7. Awards
Sachin Bansal, got Entrepreneur of the Year
Award 2012-2013 from Economic Times.
 Flipkart.com was awarded Young Turk of the Year
at CNBC TV 18's 'India Business Leader Awards
2012.
 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.

8. Funding
 4 Lac INR by its founders.
 Accel India $1 mn in 2009.
 Tiger Global $10 mn in 2010 & $20 mn in 2011
 MIH(part of Naspers Group) & ICONIQ Capital $150 mn 2012
 The company raised around $200 mn in 2013 from its existing
investors.
 The company claims to have raised $1 bn in 2014 from Tiger
Global Management LLC, Accel Partners, and Morgan Stanley
Investment Management and a new investor Singapore
sovereign-wealth fund GIC.

9. Acquisitions
2010 WeRead – a social book discovery tool
2011 Mime360 & Chakpak.com – Both the
websites are digital content platforms.
2012 Letsbuy – Indian e-retailer in electronics.
2014 Myntra – Indian e-retailer in Apparels.

10. Challenges
To build trust in the customers.
Handling customer complaints.
To build effective Payment system.
 Seasonal fluctuations in demand.
Competition from established players.
Efficient logistics.

11. Porter five forces model
Threat of new
entrants
(Moderate)
Competition
(High)
Amazon, Ebay,
Snapdeal
Threat of
substitutes
(Low)
Bargaining
power of
buyers (High)
Bargaining
power
suppliers (Low)
Large supplier base
and increased
popularity of Flipkart
Lot of online and
offline retailers,
hence customer
has lots of options.
Only resource
heavy or tech
intensive
organizations
can compete
Substitutes cannot
match the price,
delivery speed &
other delights.

12. SWOT Analysis
STRENGTHS
1. Self owned logistics i.e E-kart.
2. Strong brand value.
3. Self owned online payment
gateway i.e Payzippy.
4. Exclusive tie-ups.
5. Customer service.
WEAKNESSES
1. Investor driven organization.
2. Capital & technology intensive.
3. Less reach compared to
physical stores.
4. No global reach.
5. Shipping cost for small value
order
OPPORTUNITIES
1. Global markets.
2. Growing demand for e-tailers.
3. Increasing access to internet.
4. Rapid adoption of mobile
platforms.
THREATS
1. Economic downturns.
2. Competition from giants.
3. Price wars.
4. Insecure online transactions
due increased cases of hacking.

13. Why Flipkart?
Easy to search for products.
Convenient payment options.
Consumer satisfaction guarantee.
Quick door step delivery.
Low price as compared to offline stores.

14. Competition Analysis

15. Flpikart’s success mantra
Great shopping experience.
Easy to use website.
Excellent customer service.
Secure and hassle free payment system.
Strong brand value & brand recall.

17. Flipkart Mobile App
The mobile app uses a separate server in
order to manage the web traffic.

18. Flipkart First

19. Delivery options

20. Flipkart EMI payment option
 Minimum order amount should be Rs 4000.
 Cart should contain items from a single seller.
 No processing fees.
 Tie-ups with AMEX, CITI, HDFC, ICICI & SBI banks.
 Below table shows EMI plans for a Rs 20,000 purchase on
Flipkart.
Tenure (months) EMI
Total effective
amount
3 Rs 6,800.44 Rs 20,401.33
6 Rs 3,450.97 Rs 20,705.80
9 Rs 2,344.32 Rs 21,098.89
12 Rs 1,786.35 Rs 21,436.15

21. E-kart

22. E-kart

23. Return & Exchange policies.
 Friendly return policy
 Flipkart replacement guarantee.
• If you have received a product in a damaged or defective
condition or it is not as described, you can return it to get a
replacement within 30 days of delivery from seller WS
Retail, or within 10 days of delivery from other Sellers.
 Flipkart buyer protection
• seeks to help Buyers who have an issue with a product as
the Seller is unable to provide resolution and the Buyer is
unconvinced

24. After sales services
1. 30-DAY Money back guarantee
Unsatisfied Calls/Connects Product
Customer with flipkart returned Replacement
customer service by logistics or money is
partners returned in the
account
2. E-WALLET Feature ( flipkart adds new dimensions to its operating cycle)
Loyal Deposit Use it for further
Customer more money purchases
3. Reporting & Analytics
On the basis of your past Schemes/ Discount/ Offers/
Behavioral purchase Recommendations are generated
4. Reviews
First to review Certified Buyer

25. Customer behavior modeling
Browse history.
Compare history.
Purchase history.
Wish list items.
Product ratings.

26. Segmentation
 People who have internet access.
 People who live at accessible locations.
Targeting
 People who do online shopping.
 People who have not tried online shopping.
 People who want convenient shopping experience.
Positioning
 No kidding, no worries.
 Online megastore.
One stop solution.
We sell only genuine and new items.

27. Marketing Strategy

28. SEO(Search Engine Optimization)

29. SEO & Google Click Ads

30. Social Media Marketing

32. Print Ads

33. Order Lifecycle
Attract users to the website
Provide search tools
Provide details about the product/Product comparisons
Provide convenient payment options
Confirm payment & order

34. Order Lifecycle
Get the item from the supplier
Check the item to be as per description
Pack & Ship the item
Generate tracking ID & communicate to customer
Manage returns/replacements if needed

35. What went right for Flipkart
 Technology advancement and its
adoption by people.
 Flipkart started with books i.e Low
investment and fast turn around
time.
Well thought website.
 Efficient distribution network.
 Tie-ups with lot of suppliers & known
brands .

36. Future road map
Increase the customer base.
Sales projection of Rs 50 bn by 2015.
Increase no of warehouses and warhousing
capacity.
Expand product portfolio except grocery &
automobile.