Analysis of Marketing Mix of Flipkart and 4p's of marketing

1. “If opportunity
doesn’t knock, build
a door”
AND WHEN YOU GOT FIRST MOVER ADVANTAGE,WHY DON’T JUST GRAB IT?

3. INTRODUCTION

4. •Flipkart is an Indian e-commerce company founded in
2007, by Sachin and Binny Bansal and head-quartered in
Bangalore’s Koramangala neighbourhood, Karnataka. The
business was formally incorporated as a company in
October 2008, as Flipkart Online Services Pvt. Ltd.

5. •Both are alumni of the Indian Institute of Technology
Delhi. They had been working for Amazon.com
previously.
•They both wanted to open a portal that compared
different e-commerce websites, but there were hardly
any such sites in India.
•The trust was missing in the Indian customers. So what
Flipkart had to do was to instil trust and faith in their
customers.

6. progress

7. •Flipkart was formed with an initial investment of 4 lac (co-
founder savings) and it aims at earning a revenue of 5000
crore by 2015.
•The company started from 2 employees and now has
around 4500 employees.

8. •During its initial years, Flipkart focused only on books
•Soon as it expanded, it started offering other products
like electronic goods, Air Conditioners, stationery
supplies and life style products and e-books.

10. •They started with the consignment model (procurement
based on demand) but soon the company started
opening its own warehouses as it started getting more
investments.

11. DEALER DEALER
ORDERING
SUPPLY SUPPLY
FLIPKART
PACKAGING
ORDERING
DELIVERING

12. •It has launched its own product range under the name
"DigiFlip", offering camera bags, pen-drives,
headphones, computer accessories, etc.
•Flipkart Debuts Lifestyle Private Label under Flippd
•Flipkart has also introduced a new jewellery section

13. •It has also opened a music store which sells CD's and
DVD's of movies' music releases and music albums. It has
also acquired Bollywood movie content from Chakpak.

14. marketing
strategies

15. •Despite of being an online platform it initially started off
with word of mouth marketing strategy.
•It was started with a modest budget with investments
made by the co founders them self.
•But eventually it found different and newer ways of
marketing the site as Online shopping gathered
momentum.

16. Flipkart’s marketing strategies:-
Advertisements
Discounts, Offers
Shipping & Return/Exchange Policy
Marketing Mix
After Sale services
Product review
Modes Of Payment

18. advertisements

19. • Flipkart has always been very
creative when it comes to
advertising and has featured
kids in its films.
• In the year 2011, it kicked off their
new ad campaign ‘No Kidding,
NoWorries’ , the commercial.

20. •The three commercials being aired each highlight a
benefit that customers can avail while shopping on
flipkart.com-‘Cash on delivery’, ‘30-day replacement
guarantee’, and ‘original products with original warranty’
to make the online shopping experience hassle-free.
• In 2013 , they came with new campaign titled 'India
wants to know'.The campaign aimed to educate
consumers about the benefits, ease and convenience of
shopping on Flipkart.com, using the ‘kids as adults’
theme.

21. Discounts &
Offers

22. •Flipkart provides huge discounts and free home delivery
in 3-5 days.
•The discount is as high as 30% on the print rate of the
books.
•They also have a special page dedicated to the discounts
offered by them called the ‘Flipkart Offers Zone’.

24. SHIPPING &
RETURN, EXCHANGE
POLICY

25. •Replacement
•Exchange
•Return
•Shipping
30 Days Replacement Guarantee
* No Extra Cost*

26. DELIVERY PROGRESS

27. Marketing
Mix

28. MARKETING MIX
PROCESS

29. pRODUCT

30. •Aims most segments except automobiles and groceries.
• The online store has spread to multiple categories
namely Books, music, mobiles, computers, cameras
,home and kitchen applications,TV and home theatre
systems, Personal and healthcare products and
stationary items as well.

31. pRice

32. •Offer Discounts
•E-Wallet
•E-GiftVoucher

33. pRomotion

34. PROMOTION
ADVERTISING
ONLINE
MARKETING
AFFILIATE
MARKETING

35. place

36. •Inventory at four major centres: Delhi, Mumbai,
Bangalore and Kolkata.
•Delivery services through e-kart and postal services
•Covers all tier-1 cities, major tier-2 and tier-3 cities

37. process

38. •Cash on delivery
•Debit and credit card transactions
•Pay zippy safe payments

39. people

40. •Customer Services
•Investors
•Employees

41. Physical
evidence

42. •The packaging and quality of their products
• Prompt delivery (1 Day Delivery)
• 30-day return policy

43. After Sales
Services

44. •Majority of Flipkart are employed in Customer support
division. It was the first customer support division in India
to have 24x7customer support functioning.
•It has also tie up with Skype for the same on the website
for user delight.
•It also provides the facility of a ‘Feedback Form’.

45. Product
review

46. •Product reviews on flipkart are a great way to help other
customers decide what to buy, and what to avoid.
•It is a method where customers write their reviews about
a certain product.

47. Modes Of
Payment

48. E-GIFTVOUCHER
E-WALLET

49. •Cash-On-Delivery
•Internet Banking
•E-GiftVoucher
•E-Wallet
•Credit/Debit Cards

50. FUTURE INSIGHT

51.  REVISING THE VISION

52. •Flipkart’s vision was to become Amazon of India. In 5
years time, with the biggest market share, it has already
achieved it.
•It’s time for them to derive the big brand idea from the
expectations and experiences of the stakeholders,
employees and the customers and rebuild the vision for
Flipkart.

53.  INITIAL PUBLIC OFFERING
(IPO)

54. • Filpkart is thinking of going for an IPO in next couple of
years, but it’s going to be very challenging for them. IPO
is a great opportunity for the Flipkart brand.

55.  GOING GLOBAL

56. •Be the first ever Indian ecommerce business to go global.
The world is looking towards emerging economies and
what they can offer to the world. Going global will
increase the cash flow many fold.

57.  REBUILD TRUST INTERNALLY

58. •Flipkart has faced huge flak in terms of internal
employee trust.
• There is an urgent need to change this perception. No
company in this modern business scenario can have an
authoritarian mind set.

59.  BRAND AMBASSADORS

60. •They can choose one of the prominent film actors who
can represent their image and style, to advertise their
brand and hence make their brand an household name.

62. Presented By:
Shubham Bhandari
HarshYadav
Sudiksha Saini
SuhasiniThapliyal
Kathyayini Udupa
ShilpaYadav
Mona Malhotra