CONTENTS

SR.NO. PARTICULARS PAGE NO.

1. INTRODUCTION OF TOPIC

2. COMPANY PROLIE

3. OBJECTIVES OF STUDY

4. HYPOTHESIS

5. RESEARCH METHODOLOGY TO BE USED

6. BIBILOGRAPHY

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 INTRODUCTION
Introduction of Marketing

In narrow view, marketing is an activity of selling & purchasing of goods or

services but, the nature and scope of marketing is a much wider perspective.
Along with the fulfilment of needs and wants related to the scale and
purchase of goods and service. It encompasses the whole process of
customer satisfaction Hence, the process involves identification of
consumers needs and wants and fulfilling it to the extent till the customers
are pleased and contented. With the changing marketing environment, the
taste and preference of customers also change. Therefore, marketing also
considers the changing requirement of the consumers apart from providing
them with basic product or services in totality Marketing comprises of all
activities like producing, interacting, distributing and exchanging services
which offer value to the public.

Marketing research, conducted for the purpose of new product

development or product improvement, is often concerned with identifying
the consumer’s unmet needs. Costumer needs are central to market
segmentation which is concerned with dividing markets into distinct groups
of buyers on the basis of “distinct needs, characteristics, or behaviours who
might require separate products or marketing mixes.” Needs-based
segmentation (also known as benefit segmentation) “places the costumers’

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desires at the forefront of how a company designs and markets products or
services.’ Although need-based segmentation difficult to do in practice, it
has been proved to be one of the most effective ways to segment a market.
In addition, a great deal of advertising and promotion is designed to show
how a given product’s benefits meet the customer’s needs, wants or
expectation in a unique way.

Definition

 “Marketing is a total system of interacting business activities designed

to plan, price, promote and distribute want-satisfying products and
services to the present and potential customer.”

-William J.
Stanton

 “Marketing is a business process by which products are matched with

the market and through which the transfers of the ownership are
affected.’
.
- Cundiff and
Still

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 Introduction to Online Shopping
Online shopping is the process whereby consumers directly buy goods, services etc. from a
seller interactively in real-time without an intermediary service over the internet. Online
shopping is the process of buying goods and services from merchants who sell on the Internet.
Since the emergence of the World Wide Web, merchant have sought to sell
their products to people who surf the Internet. Shoppers can visit web stores from the comfort oft
heir homes and shop as they sit in front of the computer. Consumers buy a variety of items from
online stores. In fact, people can purchase just about anything from companies
that provide their products online. Books, clothing, household appliances, toys, hardware,
software, and health insurance are just some of the hundreds of products consumers can buy
from an online store.

Many people choose to conduct shopping online because of the convenience. For example, when
a person shops at a brick-and-mortar store, he has to drive to the store, find a
parking place, and walk throughout the store until she locates the products she needs. After findi
ngthe items she wants to purchase, she may often need to stand in long lines at the cash register.
Despite the convenience of online shopping, not everyone chooses to purchase items and
services online. Some people like the idea of physically going to a store and experiencing the
shopping process. They like to touch the merchandise, try on clothing, and be around
other people. Online shopping doesn't permit shoppers to touch products or have any socialintera
ction. It also doesn't allow them to take the merchandise home the same day they buy it. Online
shopping allows browsing through endless possibilities, and even offers merchandise that's
unavailable in stores. If someone is searching for a niche product that may not be distributed
locally, they're sure to find what they're looking for on the internet. What's even more useful is
the ability to compare items, similar or not, online. He can search through multiple stores at the
same time, comparing material quality, sizes and pricing simultaneously.

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 Industry Profile
FLIPKART
Flipkart is an Indian e-commerce company headquartered in Bangalore, Karnataka.
It was founded by Sachin Bansal and Binny Bansal in 2007. In its initial years,
Flipkart focused on online sales of books. But it later expanded to electronic goods
and a variety of other products. Flipkart offers multiple payment methods like
credit card, debit card, net banking, e-gift voucher, and Cash on Delivery. The
cash-on-delivery model adopted by Flipkart has proven to be of great significance
since credit card and net banking penetration is very low in India.

The success story....behind Flipkart.com

Flipkart.com is a story of the two young graduates from IIT-Delhi who left their
jobs in amazon.com (an American multinational E-commerce company) in 2007
with a dream to become India’s top retail Outlet In E-commerce Industry. They
came up with an idea to sell books including novels online. Flipkart's timeline
shows it was to start as a price comparison
Platform, but there weren't enough e-commerce sites to compare. So, both the
Bansal, who were colleagues at IIT Delhi, and then at Amazon.com, thought, “why
not start an e-commerce site?” That was the genesis of Flipkart. From an initial
investment of Rs. 4 Lakh this So they started to make a website, although it was a
bigger task to create a website with 50,000 titles but wouldn’t be impossible for
IITians… so finally they created which took about a month and a half to start a
basic working website with 50,000 titles and grown our catalog to over 1 Lakh

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available On 5th September 2007 they launched the companies URL.

Objectives of the Study

 To study how Flipkart started.

 To study marketing environment of Flipkart.

 To study marketing strategies of Flipkart.

 To study distribution of product and receiving payments.

 To study product categories.

 To study competition and S.W.O.T analysis.

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 HYPOTHESIS

 The area or region from where we are going to draw our sample
i.e. area where we going to conduct our research.

 The study was constrained to the Nagpur region. This region was
chosen because of the convenience of location

 Secondary data has been collected from various sources.

 Articles are collected from newspapers like Economics Times,

Times of India. The articles collected are latest so that they are
relevant.
 Relevant articles from Journals like Business Today, Business
India, Business World, and India Today. The articles collected
are from journals published after 2000 because of paucity of
resources. These articles were chosen as they were the most
relevant for the study being conducted.

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 RESEARCH METHODOLOGY
A research methodology defines what the activity of research is, how to
proceed, how to measure progress, and what constitutes success.
Sample Design

Population: All consumers of Flipkart

Sample Size: 150 (Male: 120, Female: 30)

Sampling technique: Non-probability sampling

Location: Nagpur , Maharashtra.

Duration: 3 weeks

Data Collection method: Survey and General Observations

Instrument: Questionnaire

Data Collection

 Primary data collected with the help of survey conducted using a

questionnaire.

Primary research consists of a collection of original primary data

collected by the researcher. It is often undertaken after the researcher has
gained some insight into the issue by reviewing secondary research or by

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analyzing previously collected primary data. It can be accomplished
through various methods, including questionnaires and telephone
interviews in market research, or experiments and direct observations in
the physical sciences, amongst others.

 Secondary data present on the websites.

Secondary data is data collected by someone other than the user.

Common sources of secondary data for social science include censuses,
organizational records and data collected through qualitative
methodologies or qualitative research. Primary data, by contrast, are
collected by the investigator conducting the research.

Secondary data analysis saves time that would otherwise be spent

collecting data and, particularly in the case of quantitative data, provides
larger and higher-quality databases that would be unfeasible for any
individual researcher to collect on their own. In addition, analysts of
social and economic change consider secondary data essential, since it is
impossible to conduct a new survey that can adequately capture past
change and/or developments.

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 BIBLIOGRAPHY
Website:

 Wikipedia

 www.flipkart.com

 www.youtube.com

 http://flipkartforbusinessstrategy.blogspot.in/2014/02/strategic-analysis-on-
flipkart.html ACCESSED ON 27/03/2016

 http://www.ukessays.com/essays/marketing/product-and-brand-
management-strategy-for-flipkart-marketing-essay.php ACCESSED ON
27/03/2016

 . http://www.pricegalaxyindia.in/2012/09/online-shopping-sites-like-
flipkart.html ACCESSED ON 27/03/2016

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