Managing

Platform Businesses

MBA 2020-22, SEMESTER- 3

Submitted To: Professor Shailendra Singh Bisht
Submitted By: GROUP

BY
Manoj nalla
20BSPPHH01C0744

ACKNOWLEDGEMENT

We would like to show our gratitude to Professor Shailendra Singh Bisht, IBS,
Hyderabad for providing us this opportunity to research and prepare on such an
interesting topic. We are thankful to him for giving us his continuous support for this
project through numerous consultations. We are also very grateful to our professor
for bringing this subject to IBS Hyderabad. Those concepts and case discussion
during the classes really helped us a lot in completing this project. We would also like
to expend our deepest gratitude to all those who have directly and indirectly guided
us in completing this project including those who filled our Google form. The
completion of this project has increased our knowledge.

Thank You








































INTRODUCTION

We are an upcoming Make in India Business to Business Fashion Brand with a motto of
Trending with fashion. IndieTrend values its customers and we bring on modern styles taking
into account the youngsters.IndieTrend sticks to the idea that everybody can partake in the
excellence of design.We strongly believe to upgrade ourselves with latest fashion with an
updated 360 degree view of our product offerings in fashion apparels ,accessories ,footwear,
bags etc.We keep steady over the most popular trending fashion around the world. Along
these lines, regardless of whether you're looking for western wear or ethnic wear we have
everything you want at one stop destination for all business owners in the world of Fashion
and apparels.Our brand exclusively provides services to Direct to customer brands.Our
fashion apparel exclusively are made of premium quality and includes a geographic
indication tag (GI Tag).The business owner will have to register with our website and they
can avail the additional services like packaging and delivery with their brand logo embed on
it with exclusive discounts on every bulk purchase.We offer expeditiously slick quality items
at engaging costs to each client around the globe and Our business model creates value for
all the businesses who are willing to showcase their products to larger audience irrespective
of you already have a business or you are willing to start one.


CURRENT INDUSTRY TREND

Considering the current industry trends its been moving and we IndieTrend definitely don’t
want to make our clients miss the chance to win the heart of their customers so we stay
updated with Fashion and what we offer.We would like to highlight some latest fashion
updates of our offerings :


l Fashion Apparels/accessories/Footwear/bags with an offering from various cultures.We
believe in trending Fast fashion mostly inclined towards couture and sporty ,ready-to-
wear, street wear,street style fashion , easy to wear around the house , casual
wear ,party wear with glam look and many more.We provide 360 degree angle view to
all our products being displayed on our platform.
l Our society is changing dynamically and acceptance is the key factor.We are free to be
who we are and IndieTrend strongly supports in breaking the gender stereotypes in
fashion. We welcome everyone to select their choice of fashion from our carousel
(LGBTQ community).
l We offer industry pop culture apparels and designs featured by celebrities , with
exclusive designer wears from rural India ( Products made with Khadi ) at extremely
affordable prices made with Make in India premium GI quality tag.
l We do have designs from special industry experts and we offer the leverage to the
brands to co- create their designs with us. If the design is approved then we will feature
it in the name of the brand on our website for other business to business clients who
can make their bulk purchase with us.Its open to all brands and all brands come and
participate.We will be featuring co- creation design which stands the best every month.
l Our products are eco-freindly and are Made with love mostly by housewifes from rural
and urban India.We provide 5% of total profit on every order being placed with
respective partners who are involved in the process.

Tip : Using a tool like Google Trends , Answer the Public can help brands to keep a check on
relevant trends in the industry.
Competitors of IndieTrend

IndieTrend has many existing competitors present in the market such as the B2B
Platforms like Alibaba ,Udaan, TradeIndia , Indiamart, Amazon Business , Meesho
etc...now looking into the D2C platform potential competitors for IndieTrend they
could be Lulu & Sky, Streetstyle Store,Urbanic,Limeroad ,Koovs etc.All the
competitors provide wide variety of products in different categories at a global level
online platforms.

Considering our competitors and their services we went through some of the market
problems faced by our target market customers.

We used these website to check for consumer complaints

B2B - https://www.mouthshut.com/

D2C- https://www.consumercomplaints.in/


B2B Platforms

Alibaba


Udaan

TradeIndia

Indiamart






Meesho



D2C Platforms

Lulu & Sky.

Street Style Store

Urbanic

Limeroad



Reasons for failure of B2B platform

The whole idea of a B2B ecommerce platform is to provide online buying and selling
tools that help save time and increase in value and help in lowering the total cost of
ownership. For any business to start it requires the information about the market
that is it needs to know about consumer needs. Not having a proper launch plan that
is lack of communication about its value results in failure of the platform. One
reason why Jabong in India failed was lack of funding. As the platform was unable to
show revenue the investors were no longer interested in investing the company. Not
designing the platform properly resulted in customer dissatisfaction. The reason why
they failed was the problem of logistics, increase in population and decreasing
quality of roads resulted in untimely delivery of the products. Quality was the second
issue; they were not able to keep track of the sellers which resulted in selling of first
copy products to the consumers. Not designing the platform properly resulted in
customer dissatisfaction. After sales service and customer relationship was
neglected that resulted in bad publicity of the company.

Pain points of D2C consumers

l Increase in variety offered by many D2C brands results in fragile brand loyalty,
then if the e company lacks in any of the aspects like product, promotion, value
or communication it may lead to failure of the brand.
l Customer recommendation and word of mouth also has an impact on
company’s overall operations. As there are many brands coming into the
competition, proper promotion and product value is to be offered to the
customers.
l Not focusing much on the launch plan and making mistakes while designing the
platform, may lead in losses and that in fact may force investors to cut the
funding completely.

Points of Parity (POP) and Points of Difference (POD)
In terms of points of parity, IndieTrend will provide customers a full range of
affordable and stylish fashion from all over the country.
The main USP of IndieTrend will be selling clothing, accessories and footwear with
Geographical Indications (GI tags). This focus on long tail products from various
regions of India will be the base of IndieTrend and we will make sure that the
companies and locations of these products are well known to the end consumer
irrespective of which logo is shown on the product.

IndieTrend by marketing principles

Designing for thickness- Seeing as IndieTrend will focus on selling long tail goods
with GI tags across the globe, the first step in this process will be to get these
specialist vendors on our platform. External marketing will be required from other
companies in order to stock our platform with vendors and to provide new or
seasoned vendors the visibility they need to sell their products on our platform.

Alleviate congestion- Help users to filter options on the platform to find what they
are looking for. Whether it is a normal piece of clothing of this season or a special
piece with a GI tag consumers should be able to find what they are searching for
within a few clicks of the filters.

Mitigate asymmetric info- GI tag verification and making sure a payment system is in
place for proper verification of payments. Verified purchase icons must also be
added as well as amount purchased previously in order to add to the credibility of
customers.

Ensure safety- The main focus in this case will be to ensure reliability of the products
quality. There are many knock offs available for GI tag worthy products. IndieTrend
will make sure to verify the product as well as handle the distribution channel to
ensure authentic products.

Monetisation- This will be achieved by charging users a nominal fee to sign up to the
platform and advertise through our external marketing teams. To ensure repeat
customers a loyalty program will be made for larger and repeated orders.

Distribution Channel
Indietrend is B2B marketplace which offers the business customers with pricing,
selection and convenience of home delivery of the products. Indietrend is a online
B2B platform and directly sells to the consumers. Ecommerce has made it easy for
customers to buy any goods and services offered by D2C brands on the platform.
Indietrend is prepared to handle the flow of goods back into the warehouse in every
city and offers free delivery on purchase of a certain amount. The platform also
assures hassle free returns and exchange offers according to the terms of the sellers.
The proper visibility of the website and availability of the application on the store
has made it easy for the customers to download and order from the app. Use of
advanced AI technology intervened with humans has made it easy and affordable to
manage the distribution across the globe. Indietrend also believes in long term
association with the sellers and thus assures proper logistics, outsourcing, software
solutions and operation management.






LOGO OF IndieTrend

Conclusion