An Analysis of FlipKart's digital marketing strategy and its impact

1. Assignment 2
Ajith
Pillai
Group:
Dushyant
Sagar Sachdeva
Nagda
Mustafa Supriya
Banswarwala Narasimham
Sombeer

2. BUSINESS GOALS COMPANY STRATEGY
Accessibility of all
Products – Physical and
Digital
Promote online shopping
(COD, EMI financing, 30
day Replacement Policy)
Affordability and
Availability
Diversity in the Product
Category and Range

3. THE CUSTOMERS
Some Product Categories
Mobiles,Books
computers peripherals,
Watches, wallets
bags, books,
movies, music
clothing and footwear in
their selection
home and kitchen
appliances,
Annual Revenue in
Billion Rupees
60 50
50
40
30 20
20 5
10 0.04 0.2 0.75
0
This is true not only for Flip Kart but for all online shopping portals in India

4. FEEDER INPUT FOR ONLINE EXPECTATIONS OF THE
SHOPPING CUSTOMERS
“Free home delivery” User friendly web interface
Respect the delivery time
“Online shopping”
Good Quality Packaging
“Discount shopping” Authentic and more variety
products – especially in
electronics
Replacement Schemes in case
of defects
A variety of payment options.
Safe and secure online
payments.
A robust customer service – in
terms of information and
products available

5. COMPETITORS
FlipKart
Indiaplaza Tradus
• Indiaplaza was one of the pioneers in • Tradus operates a business model
the online shopping space in India IndiaPlaza Ecommerce Tradus similar to eBay. It is India’s fastest
• Indiaplaza offers nearly 8 million growing marketplace, where buyers
products online including
and sellers come together to conduct
• books, CD-
ROMs, cameras, mobile transactions
phones, apparel, jewellery, flower •Offers wholesale prices but charges
s, chocolates, watches, and food Homesho for product delivery
items, and has nearly 1.5 million p18 • Wide Variety of products across 50
customers worldwide different categories
HomeShop18
• HomeShop18 is the online and on-air retail
and distribution venture of Network 18 Group
• Contains about 17 categories -
• Accessories, Baby, Books, Cameras
and
Camcorders, Clothing, Computer, Elect
ronics, Footwear, Gifts &
Flowers, Health & Beauty, Home &
Kitchen, Household
Appliances, Jewellery, Mobiles, Office
& Stationery, Toys, Watches.

6. DIGITAL MARKETING STRATEGY
Service Brand
Information Positioning Social Media
Presence
FOCUS Web
Interface
Mobile Support –
Addressing BB, Android
Customer
Service
Engagemen
Queries and
t
Issues

7. CHANNEL STRATEGY
1.Owned 2.PAID
Twitter Flipkart Affiliate Program
• Announcement of new product offers, discounts etc.
• Conversations with customers
–
• Exclusive channel called Flipkart support with prompt response Banner adds placed on
time
• Tweet about their technology through Tech at Flipkart engaging sites like facebook, google
followers about the latest in technology and services
to redirect users to the
Facebook
company site
• Q&A updates (Promotes brand
• Product updates
• Exclusive Customer Tab for support
recognition and recall)
• Cover Photo in FB reflects any event or celebration like a
festival, onset of a season etc
3.EARNED
Blogs Flipkart does not have
• Official blog gives updates about the company their own youtube channel.
• Information about industry events, changes in technology etc
• Exclusive technology blog for all the tech followers However, all advertising
campaigns on youtube are
very popular
Google Plus e.g. Flipkart: „No Kidding
• Regular interaction with its 14,000 followers
• Product updates, Offers, and deals
No Worries‟ campaign
received 66,178 views

8. Online Social Mentions of FlipKart In last one Month : Total – 780
0
16 Micro Blogs and Media
124 together receive the
maximum share of feedback
and we have referred to the
same for our analysis
300
Sites referred are
Facebook.com, Twitter.com,
Mouthshut.com and
desidime.com
326
14
Blogs Micro Blogs News
Media Sharing

9. ONE WEEK ANALYSIS
Facebook Youtube =
= 3.5 1.4
Twitter = Linkdn =
5.2 2.5
FlipKart
= 4.8
Facebook Youtube = Facebook Youtube =
=0 1.8 = 2.4 1.6
Twitter = Linkdn = Twitter = Linkdn =
0 1.7 3.8 1.7
Tradus Homeshop
= 3.8 18 = 3.6
Facebook Youtube =
= 1.6 0
Twitter = Linkdn =
2.1 1.5
IndiaPlaza
= 1.9

10. PASSION INDEX – BASED ON SOCIAL MEDIA
CHANNELS

11. SOCIAL ACTIVITY
Flipkart has an edge over
its competitors in terms of
its online popularity
Unlike its competitors it
has a fair amount of
consistency in social
mentions over the past
few months
Google Page Rank = 6/10
Alexa Page Rank =13 th in
India and 214 in the world

12. SEARCH ENGINE OPTIMIZATION

13. SOCIAL MENTIONS
flipkart indiaplaza homeshop18 tradus
*Socialmention.com

14. QUERIES ADDRESSED BY FLIPKART
0.9
0.8
0.7
0.6
0.5
2011
0.4 2012
0.3
0.2
0.1
0
Timely delivery Query redressal
Quality of product delivered Price Ease of surfing Information of product
Based on 500 comments from Mouthshut.com, Facebook.com, twitter.com were analyzed
The company addressed issues related to the untimely delivery of the shipments and also to the
query redress mode.
Flipkart also experienced rise in revenues from year 2011 to 2012 by 600%

15. POSITIVES
Fast, safe and
free delivery Few Statements:-
- “Super quick, super safe”
-“When the complete series of
books wasn’t available, they
Replacement Room for Own logistic sent it in parts”
policy customization services
- “As a student, EMI services
helped me buy Acer laptop on
my own”
Secured
payment
mode

16. NEGATIVES
Difficulty in
surfing - “ for the first 3 minutes, I
could not find the product
category
-“Prices at Homeshop18 are
Query cheaper”
Delivery
Price time address
mode
- “Executives didn’t even
receive my phone for 4 days
but kept disconnecting when
the delivery wasn’t made for
Product 7 days”
information
on the
website

17. DIGITAL MARKETING STRATEGY EVALUATION
Launch of Flipkart Flyte
 An application like iTunes that enables customers to listen to music and
read eBooks (based on crowd sourcing)
 Initially, eBooks were free  now a paid service
 Cost of the eBooks and music is cheaper than on iTunes and Amazon
Kindle
‘Flipkart It’
 Online shopping is associated with the company
 Superior brand recognition
n Technical Conference
 Conference about eCommerce business, scalability in technology, online marketing, security
etc. (based on the feedback received on their blogs)
 Establishes and promotes Flipkart as a industry leader in India
Increase in Product Categories
 Launch of eBooks, Footwear, electronics due to crowd sourcing and industry growth

18. STORY TELLING MATRIX
•The Y Axis represents the
B
Storify.in Twitter
density of information if
suppose its just a game
nothing to do online flipkart B
Blogging
business then its density is Facebook
low , however it’s twitter
where they are sending high
customized messages then
density is high. TV ADS /
Youtube Google+
•The X Axis represents the Print Media
High Density
level of interaction, for
Low density
example in TV ads
interaction is low but in Gamification
gamification its highest
Linear
Interactive

19. PHASES OF STORY TELLING IN TVC

20. PHASE 1: BUILDING A CUSTOMER BASE PHASE 2: CREATE A BRAND RECALL
Aim : The 3 generations campaign was Aim : To have name FlipKart in the mind of the
launched to promote –online shopping and customers when they think of online
reinforcing the benefit of trust and reliability. shopping, following Xerox for photocopy and Google
Output: Very Successful for search. The tagline goes as FLIPKART IT!!
Key Success Factors:
Output: Partially Successful, under process, but
1. Projection of children as mature and increased customer base.
sometimes even sophisticated adults.
2. The underlying idea is that the youth today is Key Success Factors:
mature enough to make the right choices – the 1. Took customer feedback before launching
right choice, in this case being shopping from the ads. The videos were uploaded on the
Flipkart.com flipkart server and tweets and direct mailers
3. Simplicity of ordering from Flipkart. Kids were send to view the upcoming flipkart
ordering mobile phones for their grandparents ads.
(as shown in one of the ads) shows that 2. Got 10000 feedbacks on almost run time
ordering from FlipKart indeed is a play. (within few hours).
3. Selected only 3 of 9 ads created and last
4. Curiosity factor aroused by these kids minute tweak on campaign plan based on
parading as adults and once you start feedback.
watching, it’s the subtle humour that does the 4. Created emotional connect by 2 successful
trick. characters Mr. Forgettable (who saved his
wedding) and Mr. Impatient.

21. STORYTELLING - OTHER CHANNELS
Twitter Blogging Facebook
Aim: To engage with Aim: To do a content based Aim: To do a content
customers and run a marketing by giving updates based marketing by
parallel customer service. on brand, industry and engaging the customers in
technology fun activities such as
Output: Very Successful gamification, contests and
with 38228 followers Output: Successful Q&A interaction.
KSF: KSF: Output: Very Successful
1. Very quick in resolving 1. Generating new content more then 1.2 million fans
customer posted on and hence becoming
twitter. search engine friendly KSF:
2. A TV Commercial was 2. Customers come on their 1. Launch of free games
launched showing they blogging site not only to 2. Contest and prizes
are available on twitter buy products but read oriented Facebook
for customer service. their useful articles page.

22. LIVE STORIES ON VARIOUS PLATFORMS
Twitter Blogging Twitter
“Awesome Delivery from
“Amazing to hear! these
“We are very sorry about flipkart”. - Customer
days when I‟ve got
the incident with our “flipkart is the best onl9
something new and when
customer's iPod shop.” - Customer
they asked from where did
purchase, we're taking up Its so fast and easy to
you bought this and when I
this issue extremely search” - Customer
say online, they say only
seriously” - Flipkart “Calling all trance music
one word “from Flipkart na.”
“We have spoken to our fans - planning on going for
So, indeed by delivering top
customer and will make the Armin Van Buuren
notch service, you people
sure a replacement is sent concert in Mumbai on
had made. Flipkart, a brand
over right away.” - Flipkart March 16th”, We've got
that‟s recognized by all.” -
“I ordered a shirt for me exclusive tee shirts, make
Customer
but it looks defective. What sure to grab one if you're
“Nice to see such bookfair.
shall I do now?”- his fan” - Flipkart
Exclusive collection of such
Customer “minimum order price from
books are also available at
“Your android version is 300 to 500..else 50 shippng
shopaajkal.com” –
very poor. Please improve ..
Competitor comment on
on the UI” - Customer u r doubling your
blog
prices..whats wrong with

23. FLIPKART SUCCESSFUL ADVERTISING CAMPAIGN
- THAT SPREAD VIRALLY
The biggest issue of
slow growth rate of Cash On Delivery and The media mention
Indian Ecommerce 30 day replacement of flipkart especially
Industry is was distrust: guarantee given Youtube is approx
1. Fear of getting + 40% even though
defective or Aggressive TV they don’t have
pirated product. campaigns  also official Youtube
2. Fear to do online went viral on Social channel
transactions. Media. helped to increase
it customer base.

24. EXPERIENCE MANAGEMENT

25. USABILITY
Natural, intuitive interfaces on web
and mobile
Recommendation engine Flipkart website has a separate
Less cluttered, simple and easy to mobile interface called Flipkart Lite
use
High performance and minimal FlipKart Flyte - eBooks and MP3 on
defects mobile
 Proprietary Flyte platform for MP3 (
similar to Apple iTunes) and eBook
(similar to Amazon Kindle) sales
 Familiarize users with the app through
Social customer engagement free eBooks in initial phase
Easy to provide reviews/feedback  Pay for Flyte MP3 through Wallet
on multiple platforms like mobile payment service
 eBooks are in proprietary .fkb format
website, facebook page or twitter whereas MP3s are not
handle
Constantly looks to use feedback
from innovative consumer behavior
analysis to improve their UX

26. SERVICE
24*7 customer service through twitter
accounts, email and phone; Callbacks
Convenience
 Free home delivery on minimum order of Rs. 500 or
deliver charges of Rs. 50 for orders less than Rs. 500.
Earlier delivery was free for minimum order of Rs.
300, this caused a backlash on social networks
Shift from value-seekers to habitual online
shoppers

27. EMOTIONAL/SOCIAL CONNECT
Flipkart facebook pages engages customers
 Promotions, Deals, Freebies
 Sharing cool info or asking questions
 Gamification/ Contests
 FlipkartGaming page just for gaming dvds e.g. Six
Degrees of Connection - Who/What connects the four
images above?

28. EMOTIONAL/SOCIAL CONNECT
Connect to users on festive Collating twitter and other social
occasions or important days network customer experiences on
 Cover photos on facebook
page Storify.com, link is published on their
 Easter eggs on flipkart facebook page
website http://storify.com/Flipkart/lwfd

29. QUALITY OF EXPERIENCE MANAGEMENT
Very responsive on social channels on most occasions
Frequency of backlashes, not taking adequate counter action

30. QUALITY OF EXPERIENCE MANAGEMENT
Lack of consistency in service, many complaints without responses, especially
controversial ones and some serviced quickly
Lack of standardization in interaction - Customers are not mentioning order
number and still badmouthing Flipkart. These are difficult to follow-up and
resolve without further info. Ignored by Flipkart on many occasions.
No dedicated social marketing staff due to delay or inconsistency in
responding to Facebook requests on many occasions

31. REFERENCES
www.flipkart.com
www.howsociable.com
www.klout.com

32. THANK YOU!