Online retail market in India is Booming. Emerging brands are proving to be threat to the masters in their category. A quick overview of the market, online shopping behavior and importance of consumer experience is the key content of the presentation. Efforts of brands using Social Media to connect and build long term relationship with the online audience is also highlighted. Some marketing strategies for Flipkart.

1. Reinventing

2. Content
• Online Retail Market in India
• Online behaviour
• Introduction to Flipkart
• Current Scenario
• Business Models
• Competitor Analysis
• Where Flipkart Stands
• Reinventing Flipkart
• Promotional Strategies
Get Ready for superior experience…

3. Online Shopping Trends in India, 2013
http://www.youtube.com/watch?feature=player_embedded&v=aW8-FUFPySQ

4. Online Retail Market in India
• The online retail market in India may grow to Rs 70 bln
(over $1.30 billion) by 2015 from Rs 20 bln in 2011 as
internet access improves. - ASSOCHAM
5%
6%
10% 34% Consumer durables More than 50 %
Apparel and accessories
of the sales
Books
15%
Beauty and personal care
happen in
Home and furnishing
non-metro cities.
Other
30%
China - 1,000 deal sites Indian e-commerce co - 70

5. • Social Networking and search act as entry points to
retail sites, showing higher overlap
• Portals and Entertainment sites are also popular among
retail users
• More than 70% consume Business/Finance, News and
web-mail.
• Online retail reach is 1.5 times more than online travel
Comscore report

6. Online shopping experience
Study conducted by UPS

7. Introduction to Flipkart
• Founders: Sachin and Binny Bansal
• Background: IIT Delhi & ex Amazon
• Year: 2007 Investment: 4 lacs
• Headquarters: Bangalore
• Started: Books
• Today: More than 15 categories
• Revenue: Rs 500 crore (FY 11-12)
• Investors: Tiger Global, Accel Partners and South
Africa's Naspers
• IPO expected: In next 2-5 yrs
Making Customers Happy is our highest priority

8. Current Scenario
• Lack of transparency in Accounting strategies
• Building Infrastructure and adding people at irrational
pace
• Huge investment in last mile delivery, warehousing and
technology
• Dead stock situation
• Internal conflicts
• Attempt to return 30-40 % of books they had bought a
year ago
Struggle to remain Customer Delight…

9. Competitor analysis - Catagorised
Other Categories Books and ebooks
Flipkart Infibeam
Yebhi Dial-a-Book
Jabong Bookadda
snapdeal Friends of Books
ebay Indiatimes Shopping
homeshop18 eBay
myntra Junglee
Zovi uRead
Managing Inventory is the biggest challenge

10. Inventory Model - SWOT
Need of the Hour

11. Inventory Model - SWOT
Funds Blocked

12. Different views
• Pepperfry
– e-commerce player takes upon itself the task of running
inventory and logistics
– No warehouse management and outsourced logistics
• Yebhi.com
– Vendors keeps the inventory at their warehouses
– Have own logistics team in place
– Suppliers finance inventory
• Jabong.com and Flipkart
– Own inventory model
Knowing when to go by the book and when to throw it

13. Competitor Analysis

14. •24x7 call centre
•Delivery time 48 hrs
• Rich catalogues to choose from
•Less discounts but latest products

15. Myntra
• “A fashionable new age”
• Reach out to a larger number of consumers
– Launched first brand campaign focusing on benefits
of online shopping
• Logistic partner for beinghumanclothing.com

16. Shop by Trends and Brands
Updating youth with latest trends

17. Satisfying Customers through getsatisfaction.com

18. •Signup incentives
•Offers unlimited
• Extensive range of Brands
•Top visited site - comscore

19. Jabong
• Jabong is the most visited retail site followed by Flipkart
and Amazon
• 11.6 million unique visitors per month
• Celebrates the shopaholic in TVCs

20. Premium Brands makes special appearance

22. ebay
• Celebrates 8th year with offers to the consumers
– WTF (Way to fab) sale
– Coupons
– 0 EMIs across ebay
• Focus on Deals in their TVCs

24. Yebhi
• Consistently trying to replicate the offline behaviour
• Business Model
Collect items from Vendor’s
Order received
warehouse
Process and sent to
customer
• Delivery time 1-2 days (including Sundays)

25. Yebhi Karke Dekho
Promotion - TVC & website
Eliminating touch and feel factor while shopping

26. Realtime updates
• Realtime shopping updates
• Cash Back offers

27. Offerings

28. Exploring Flipkart

29. Home page 1st scroll

30. Website
• Old school Look and feel
• Looks like electronics only website
• Category sections looks like limited
• Compared to other website flipkart scores 4 out of 10
• Need to give modern look to the website
• Personalize the content for regular visitor
• Text, colour and creatives needs to be refreshed

31. Inside page
• Items displayed needs to be regularly
refreshed as per availability
• Products should zoom out on mouse
over

32. Social Media
"The number of social media users in urban India reached
62 million by December 2012 and it is estimated to reach
66 million by June 2013," - IAMAI
Youth audience – Primary target of Flipkark spends huge
chunk of time sharing views on social media
Social Networking and search act as entry points
to retail sites, showing higher overlap
Power to Make or Break your brand

33. Less than 1% engagement

34. Fans Wall Posts
•No real time interaction of
brand with the fans
•Clarify, apologize
Important - Don’t leave them unsatisfied

35. Decent number of followers and interactions

36. TVC
• Innovative concept to put across the message
#Bangon

37. Energizing Flipkart

38. Strategy
Listen
Offers Engage
Services Customer Spread
Keep him happy before he is ready to go…

39. Service
• Flipkart Express
• Time is more important than money
• This service will help the customer to get the product on
urgent basis
• Flipkart will skip the regular process for these orders to
reach quickly to the specified destination
• Flipkart will charge extra for this service

40. Offers
• Your Combo our Price
• All shopping websites give offers on pre defined
combos
• Flipkart will gives chance to the customer to make his
customised combo
• Ones the combo is made it is submitted for flipkart
quote
• Flipkart here has a chance to surprise the customer with
the price considering the multiple product purchase
Encouraging group buying

41. Listen
• Strong ORM in place with professional support
• Keep track what competitors are doing
• Track conversations to fulfill the GAP in the category
• Analyse reactions on updates and offers
If speaking is silver then LISTENING isGold

42. Engage
• Continous online presence through
– Owned Media
– Earned Media
– Paid Media
• Disseminate Useful information
• Interact with influential people
• Engage with all the mentions of brand in digital space
• Offers and their promotions to be done creatively
Engagement builds long term relationships

43. Spread
• QR CODES
• Every parcel will have QR code embedded on it
• The user can scan the QR code to unlock discount for
next purchase
• Scanning will convert into Tweet which will have a
customized message
Just received my @flipkart parcel #Happy
Amplification effect

44. The door of opportunity is always
marked PUSH.
Happy Shopping!!
- Thankyou
Bhavna Vaja
bhavnavaja@gmail.com