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1. Client Presentation
manigarg21@gmail.com
 Maneesh Garg

2. Client Brief
To increase sales of high value products (i.e. electronics)
through Flipkart

3. STEP 1:
Analyzing the Client Brief and/or any other problem which
might be a cause of concern

4. Understanding the Problem Areas
Problems
Recommendations
Changes in the company
1. Fear of wrong product
getting delivered
Send a representative along
with the delivery, to show & set
up the product
Expensive but will build trust among present
and potential consumers
2. Touch and feel
experience missing
Guidance/hire consultants
Extra cost of employees, depending on their skill
but will add credibility to the product
Company representative should
go & take back the product
instead of the customer having to
courier it back
Increase in number of sales, as customer will be
tension free in case a wrong/damaged product
gets delivered
a. Continuous campaigns to stay
Depends on the scope of the campaign
OFFERING
Product
Service
Return Policy is
cumbersome
PRICE
Customer is hesitant to
buy expensive products
on TOM
b. Target influencers, who could
then convince others
c. After purchase service should
improve

5. Understanding the Problem Areas
Problems
Recommendations
Changes in the company
Not a cause of concern currently, as
TG does not reside there
None
Continuous campaigns to educate
people about the convenience in
brings to them and to build overall
trust in Flipkart
Depends on the scope of the campaign, but
if successful, customer base will increase,
leading to increase in sales
DISTRIBUTION
Delivery issues in small
cities/towns
CATEGORY
Overall trust in online
shopping is low
BRAND
Media Mix not properly a.
planned
b.
Increase presence in
Digital/Print
Focus on TG, stating the
highlights of online shopping,
without addressing their fears
Marketing Expense will increase, but will
help in reaching the TG

6. STEP 2:
Situation Analysis

7. Our Understanding
Client
• Started in 2007 by selling books & today
sell 14 categories of products
• 50% of its revenues comes from selling
books
• Indian market leader in selling books, both
online & offline and enjoys an online share
of around 80%
• Current registered users: 3 million
• Website Visits: 102 Mn in 2012
• Items shipped per day – 30,000 i.e. 17
items every minute
• Own delivery network – 37 cities
• Revenue- 500 crore (FY 2011-12)
• Estimated revenue $1 Billion by 2014
Category
• Nearly 3 of every 5 internet users shop online
• In November 2011, 27.2 million online users
in India age 15 and older accessed the Retail
category from a home or work computer, an
increase of 18% from the previous year
• E-Commerce in India is expected to grow the
fastest within the Asia Pacific region at a CAGR
of over 57% between 2012-2016
• Major Players: Amazon, Ebay, Flipkart, Jabong
and Myntra
• Opportunity to expand to mobile phones
• Challenges faced by Indian e-commerce
markets
• Lack of customer trust
• Low customer loyalty
• Cash on Delivery
• High Inventory & Poor Supply chain

8. Our Understanding
Brand
• 2010 - Granny & the Mouse
• 2011- No kidding. No worries
• Tried to convince people that shopping at Flipkart is
hassle free & safe
• Classic question/answer format to draw personal
references
• 2012- Shopping ka naya address
• Increased TG to those who had never tried online
shopping

9. STEP 3:
Consumer Insights

10. Consumer Research
 Segmentation (Based on Secondary Research):
People who surf the internet
 People who are too busy to go to markets to shop
 People who prefer a hassle free approach to shopping
 Gender Neutral
 Urban Population
 Target Group (Based on Secondary Research):
Books/Music, Movie, Posters/ Stationary Items: 15-25
 Electronics: 22-35
 Conducted Focus Groups and In-Depth Interviews
 Captured :
 Lifestyle of the TG
 Buying Behaviour with respect to electronics
 Attitude towards online shopping
 Why they do/do not purchase electronics online

11. Consumer Research
 Key Insights :
 People are comfortable spending upto Rs.5000 in online shopping
 Extra discounts/offers in electronics are looked down upon
 Shopping for electronics in a crowded/noisy shop is irritating- need to be focused
 Do not like too much interference while purchasing electronics
 People feel online portals provide more product choices to choose from

12. STEP 4:
Branding- Idea Creation

13. Emotional
Benefits
• Saves Time & Money
• One Stop Shop
Rational
Benefits
• Sense of being Tech Savvy
• Sense of Satisfaction
• Sense of being aware
• Flipkart is actually
selling convenience
Actually
Selling

14. Redefined Target Group
 People who are not emotionally involved in the shopping process
 Shopping is a “have to do” task for them rather than a “want to
do”
Above
30,000
 Traits:

Rational

Calculative

Focused
2k-10k
Brand Personality
 Reliable
 Responsible
 Trustworthy
 Honest
Below
500

15. Idea Generation
Consumer Desire
Brand Offering
Want a hassle free
approach to shopping
Genuine authentic
products at their door step
IDEA
FLIPSIDE TO SHOPPING!!

16. STEP 5:
Media Plan

17. Media Plan
PRINT
Put up on Bus Stops and Metro Station
 These are the places where we want to target the TG – when they are on the move
TVC
 Star World – Friends/How I met your mother/Big Bang Theory/Simpsons/South Park/Criminal Mind
 Zee Café
 Sony – Adalat/ Byah Humari Bahu Ka/KBC
Colors – Balika Vadhu/Big Boss
 Star Sports & ESPN
 MTV & Channel V
 Mostly only these channels are watched by the TG
DIGITAL
 YouTube
 Twitter
 Facebook
 Cricinfo (When India plays)

18. TVC – GF BF Storyboard
GF shouting at BF coz he
forgets to get a gift for
her on her bday
BF pretends to listen, but
is actually surfing Flipkart
on his tablet(secretly)
He orders a Flipkart “EVoucher” and mails it to
the GF
And then tells the GF
that he did get her
something, she just
hasn’t checked her mail
yet
Still angry, she checks her
mail. Sees the voucher in
it & feels guilty that she
shouted at the BF
She just smiles & hugs
the guy
The guy hugs her but
looks into the camera
and winks & says “ What
are you waiting for?”
And the tagline appears
“Just Flip it”
Just Flip it !!!

19. TVC – Man Shopping in Mall
A Man in a specialty
store, trying to buy
electronics
He sees a girl standing in
the corner, signaling him
that what he is doing is
wrong
Very tired, he looks
around but doesn’t get
what he wants
The shop is crowded and
there is too much noise,
which makes him more
exhausted
She uses hand gesture to
tell him to flip
The guy in full
excitement, flips his
shopping cart and the
scene changes
He is shown at his home,
comfortably sitting on a
bean bag & shopping
through Flipkart
He then looks at the
camera & says, “What
are you waiting for?” &
the tagline appears, “Just
Flip it”
Just Flip it !!!

20. Print Ad
Just Flip it!!!

21. Experiential Marketing
 Photo Booths placed on Delhi Metro Stations- one day on each station
 Mg Road
 Saket
 Haus Khas
 Rajiv Chowk
 Kashmere Gate
 Delhi University
(considering these to be most crowded & hence important)
 People passing by, stop to have a look at the machine
 They press on any one of the 6 buttons, depending on which electronic item they like/have
purchased from Flipkart
 The photo comes out in the template of the electronic item chosen
 Also, the photo can be flipped to see a difference
 People enjoy free photos

22. Experiential Marketing
Camera
Mobile Phone
TV
MP3 Player
Gaming
Console
Laptop

24. Experiential Marketing
 Helps in communicating the Brand Idea – Flipside to Shopping
 Gets people to talk about the Brand
 More the people talk about it, more are the chances of them visiting the website
 Footfall increases
 Possibility of increasing:
 Customer Base
 Sales

25. STEP 6:
Measuring Effectiveness of Campaign

26. Things to Check
 Whether the ad conveys the intended meaning
 Whether the ad is being comprehended by the TG
 Whether the ad increases:
Brand Awareness
Footfalls on the site
Customer Base
Sale

27. How To Measure Effectiveness
PRETEST
 TVC:
 Release ad in certain cities only to understand the
customer response
 Print :
 Readability Test – To know if the ad is
comprehended correctly by the participants
 Observe the kind of outputs participants give after
seeing the ad
POSTTEST
 Print and TVC:
 Day after Recall Scores
 Recognition
 Track Website Traffic
Experiential :
Track Blogs/Press Releases/Updates on Social
Networking Sites/YouTube

28. STEP 7:
Brand Association

29.  McDonalds
 Just Dial
 Meru Cabs

30. THANK YOU