Introduction

In 2007, two ex-Amazon employees, Sachin Bansal & Binny Bansal had begun selling books
online in India with an elementary fund of $6000. This venture resulted in the establishment
of Flipkart Private Limited (Flipkart). By the end of June 2016, Flipkart had successfully
raised more than $3 billion by attracting large investors throughout the years since its
inception.
Flipkart.com-The Indian Unicorn- The poster boys of the Indian Start-ups ecosystem was
in the centre of attention in everyone’s living room at the time of shopping for near and dear
ones.

Marketing Strategies
For quickly creating a resonating effect among shoppers as one of India’s premier online
fashion destinations, Flipkart went beyond its usual even-paced strategy to reach a wide
audience. The brand took an approach like that of YouTube to make an immediate impact
online thereby resulting in 100M users reached in the first 10 days of the campaign and a near
10% lift in consideration by the end.

 Although the brand was initially popular for its broad array of consumer electronics at
competitive prices, in 2018, the brand set its sights on matching up reality with
perception by aligning Flipkart Fashion as India’s online fashion capital.
 Its “Big billion days” is the most successful campaign till now. This marketing
strategy has helped Flipkart in increasing its sales during the festival season.
 Flipkart has been quite efficient in using SEO (Search Engine Optimization) & SEM
(Search Engine Marketing).
 Flipkart has offered some premium memberships to its customers for availing
discounts in the long run while they shop in it. Moreover, it has been focusing on
maintaining an extended range of academic and other books and that too in new
condition, thereby not selling used or old books.
 Cost cutting on packaging and with the internet penetration in India, implementation
of Cash on Delivery method to target people with no debit/credit cards as well as
people from rural areas to purchase from Flipkart.
 Having its own distribution firm (EKart) and payment gateway PayZippy has helped
the company in controlling its expenses and passing the benefits to the end customer.

Consumer Behaviour
Consumer Behaviour process refers to the mental and emotional process and the observable
behaviour of customers during searching, purchasing and post consumption of a product or
service involving a study of how people buy, what people buy and why they buy.

Particular Frequency Percentage

Attractive Prices 4 40
Reliability 1 10
Mass Variety 2 20
Popularity 3 30
Total 10 100
Interpretations: From the above table, it is clear that maximum 40% respondents said that
they choose online shopping with flipkart.com for attractive prices, 30% choose flipkart.com
for its popularity, 20% (Approx.) respondents choose flipkart.com for mass variety of
products and rest minimum 10% (Approx.) respondents said that they choose flipkart.com for
its reliability.

Particulars Frequency Percentage

Once in a week 1 10
Once in a month 4 40
Once in six months 3 30
Once in a year 2 20
Total 10 100
Interpretations: From the above table, we can analyse that majority of the respondents i.e.
40% of respondents have bought products online once a month. 30% of respondents bought
online items once in a six months. 20% of the respondents bought online product once in a
year and least 10% (approx.) of the respondents bought products online in a week.

Marketing Research
Flipkart puts a fair bit of emphasis on market research and relies on its inputs for its decision
making process. The company uses a mix of conducting market research online and
interacting with customers for gathering information through short surveys on the website,
observing their searching and buying patterns. Flipkart has a good recommendation interface
showing recommended products to each customer according to their searching and buying
patterns.

Customer Relationship Management

Customer relationship Management (CRM) is the approach that a company takes to build a
lifetime relationship with its existing as well as potential customers. It is basically the
technology that to improve business relations, increase sales along with maximizing the
loyalty among customers. The technique stores and manages detailed information of the
customers which helps in identifying sales opportunities, learn more about the target
customers and retaining existing ones.
Flipkart was built a well Customer Relationship Management which can be highlighted in
these points
 Flipkart has built a customer centric approach with its features of reliability,
credibility, variety, quality. The company ensures high customer satisfaction and
positive word of mouth by providing good customer services.
 The customers are informed at every step starting from order, then confirmation of
order, shipment, tracking of the items, delivery and even delay of the order via E-mail
and text messages. There is transparency in the billing where each detail is mentioned.
  There is an easy return policy where customers can return their unsatisfied products
within 30-days and money is either refunded or exchanged with another product. It
also has the system of wallet for further expenses.
 Customers can easily reach to the team in case of any query with the help of customer
care number and social media handles of Flipkart. It is a 24/7 service available for
customers.
 The application is very user friendly as it helps the customers to find their desirable
products easily with the help of the recommendations. There are also various filtering
and sorting techniques which help the customers to easily find the product at less
time.
 Flipkart also features like browse history, wishlist, cart, order history. These help the
customers as well as the company to study the customer behavior according to their
needs and preferences.

Segmentation

Flipkart classified buyers on the basis of geographic (which identifies tier 1, tier 2, and tier3
cities), demographic (people of age group 15-34 which constitutes 73% of online users),
behavioural (people who frequently uses internet), and psychographic (people who do online
shopping).

Targeting
Targeting strategy of Flipkart is generally not differentiated since its consumers are from
different demography, but it is more oriented towards youth population between the age
group of 15–30 years. Its target market is towards those consumers who prefer online
shopping, are discount keen, frequent internet users and those who want a convenient
shopping experience. Flipkart also brought strategies to target rural and cost sensitive
markets.

Positioning
Flipkart implemented numerous strategies to position itself in the minds of target market ass
delivering some key benefits and to build a brand image. Some of them are as follows:

 User friendly interface,

 Cash on delivery,
 EMI options,
 Return and replacement polices,
 Reward coins and premium membership,
 Giving huge discounts on festive day sales (like Big Billion Day sales),
 Marketing campaigns (like no kidding no worries),
 Advertisement at proper places
 Personalized user page and recommendations.

Perceptual Map of Flipkart on Different Parameters:

Implications for Market Decisions:
 According to our market research, we can infer that consumers perception on the
pricing of the products and quality of services is mostly positive about Flipkart.
 “Ab har wish hogi poori”- tagline is fixated into consumers’ minds which leads to
more usage of the platform.
 Flipkart can provide more benefits and rewards in the form of Flipkart Plus coins to
its loyal customers which could be redeemed later for upcoming purchases.
 Points of Parity:
1. Easy locating of products.
2. No hassles of going to shops personally.
3. Availability of various products on one platform.
4. Different modes of payment.
 Points of Difference:
1. Membership card for premium customers.
2. Trustworthy source for buying electronic products.
3. Good packaging.
4. Personalization of user page.