Research Based Marketing Decision- Proposal

Analysis of Myntras App only move

Ashwini P A
Chetan Varma
Niranjan J
Sakshi
Thiyagarajan G

Team:
1411216
1411219
1411252
1411261
1411274

Organizational Objective:
The number of people using mobile internet in India is expected to grow from 203
million currently to 302 million by end of 20151 growing at a growth rate of 32% YOY. It
is expensive for e-commerce companies to sustain both a website and a mobile
application. In this scenario, Myntra has decided to move to application store only to
tap onto this opportunity and to improve on its costs which in turn improves
profitability. This move is in line with its organizational objective to win on mobile.
We want to do whatever it takes to win on mobile;
thats the top priority2
-Mukesh Bansal, Chief Executive at Myntra
We have taken this opportunity to study this bold move and its repercussions on the
customers overall.

Project objective:
Based on the organizational objective, our research objective is to gauge the impact
of moving solely to a mobile application on sales, customer base and
customer reaction for Myntra. We will also be detailing recommendations to
increase effectiveness of the App-only move based on our analysis.

Reason for choosing the project / why it is relevant today:

The greatest challenge for e-commerce companies is to break even and achieve
sustainable profits. This can be achieved by increase of customer base and through
cost reduction. One of the significant factors contributing to the costs is maintaining
both web and mobile platforms.
In 2014, 90% of Myntras traffic and 70% of its sales 3 were derived from the mobile
platform. In this context, Myntra has reduced cost by going app-only and leaving the

1http://www.thehindu.com/sci-tech/technology/internet/india-set-to-become-secondlargest-internet-market-by-

decemberend-report/article6614417.ece2http://www.livemint.com/Industry/v6SCQhhl94uriMLM3Qev6N/FlipkartMyntras-apponly-move-draws-mixed-reactions.html

33http://yourstory.com/2015/05/myntra-app-only-move-mobile/

Research Based Marketing Decision- Proposal

web platform altogether. So, it is pertinent to analyse the customers reaction
to this move and the possible impact to the e-commerce industry as a whole.

Proposed methodology:
General
Contextua
l Study

Secondary
Analysis

Qualitativ
e Surveys

Quantitati
ve
Analysis

Research
Output

1. General Contextual Study: We will list our research objectives based on Myntras
organizational objectives. We will do a general contextual study post this by
making a list of mutually exclusive and collectively exhaustive set of questions
catering to our research objectives. The study will typically involve
understanding the following,
a. Understanding who are the customers and their purchase process
b. What do they purchase and at what price?
c. Frequency of purchase.
d. Experience with the current purchase process.
2. Initial hypothesis: From general contextual study, well develop initial
hypothesis.
3. Exploratory research: We will look for secondary data available to support our
initial hypothesis. Well check the secondary data (data sources available in the
public domain including research reports, and library resources) with respect to our
research objective against error/objective/nature/ dependability. We will also
conduct pilot survey/ depth interviews to supplement and validate our initial
hypothesis.
4. Validate the hypothesis using quantitative research:
A. From the exploratory research well develop final hypothesis.
B. These hypothesis will be tested using quantitative research. This would
involve floating online surveys to test the final hypotheses. Also, a correlation involving
the
various
factors
would
be
done.

C. Based on the outputs, the final recommendations regarding to improve

effectiveness of Myntras app only move will be made.

Final deliverables:
1. Project proposal
2. Midterm Report
Secondary research on Application only store move; characteristics and
trends.
Literature review and marketers perspective
Outline of primary surveys and delineation of data collection methods both
qualitative and quantitative
3. End term Report
Insights from primary data
Research outputs and quantitative analysis
Final recommendations and Comment on the sustainability of the move.

Research Based Marketing Decision- Proposal