Adaptable advertising strategies: A nuisance or necessity in the digital age.

Yes it’s a necessity in the digital age to advertise any of your product or company or anything
else , if you want to grow in the market.

Objectives –

 To know the strategy adopted by Flipkart in this new era.

 To understand Flipkart marketing strategy and their competition.
 To study how Flipkart is the leading shopping app in India.
 To know whether common people are convinced by purchasing product from Flipkart.

Questionnaire Framing & Research data source.

I have taken survey of some people living in my society regarding the most leading online
shopping website Flipkart which is shown with the help of graphs below.

1. How often do you purchase from Flipkart?

Most of male gender purchase from flipkart and female shop less from flipkart compared to
male.

2. How often do you purchase from Flipkart?

Most of people purchase when offer zone is going on and most of shopping is done for
electronics.

3. How do come to know about Flipkart?

People come to know about Flipkart by different means like most come to know by
Advertisement. Newspaper, Newspaper and Magazine etc.

4. What category of products do you purchase from Flipkart?

Most of them purchase electronics because itis trustable Following is the my experience
shared with shopping by Flipkart. First when l purchased from flipkart my experience was
awesome with it.

BCG Matrix for Flipkart

In a very aggressive E-trade market of India, organizations are thinking that it’s difficult to
separate their offering from others. Flipkart have increased a few upper hands over others.
They have procured organizations like Myntra, Jabong, Appiterate, Letsbuy, Mine360,
chakpak.com, we read and the most recent one being UPI-based installments start-up
PhonePe. These organizations are helping it in improving its utilitarian capacities. Originators
are Ex-Amazon representative so they have the required know how of e-trade. Flipkart had
gotten $700M of subsidizing a year ago after which its valuation gone to $15 billion. (Gupta,
2012) It has a fabulous situating in the mobiles and little machines section.

Stars
An organization’s “Star” items live in the upper left quadrant with high piece of the pie and
high development. As a result of the organization’s generally solid piece of the overall
industry the organization has a decent focused position? The high development additionally
implies that there is the chance to keep on increasing income and benefits. (ROGGIO, 2014)
For “Star” items, clutch what you have or for some situation attempt to keep on growing,
however this is truly a zone of direct showcasing and publicizing speculation.
Flipkart’s marketing segment (counting Myntra) and in addition its gadgets section is a Star
in the BCG grid. The reason is that the fragment is developing and more and more clients are
getting acclimated with web purchasing of garments and gadgets things in India. (Prasad,
2014) Be that as it may, as the market is gigantic, the piece of the overall industry is less for
every E-trade player and they are contending energetically for it.

Cash Cows
Items in the lower left quadrant are called “Cash Cows.” In these occurrences the
organization has generally great share of the market, yet is confronted with low development.
These are items that are cash makes, yet they won’t really take the merchant further,
developing income or benefits after some time. Here the procedure is to reap from these items
to contribute somewhere else. Exploit achievement, yet don’t rest.
The Flipkart cash cows are the books from which it started the career. Flipkart is assessed to
have a one-fifth share of the online retail showcase in India – how can it plan to hold that
share? One is grow coordination, a center quality where huge ventures and innovation helped
Flipkart turn into the best quality level in conveyance in India. Flipkart ships books to the
majority of India’s 21,000 PIN codes and covers over a hundred urban communities for its
arrangement of books. (Bhasin, 2016)

Question Marks

With high development and low piece of the pie, items in the upper right are alluded to as
“Question Marks.” Businesses essentially don’t comprehend what they speak to regarding
conceivable piece of the overall industry or developing benefits. Notwithstanding the
questions, you need to fabricate advancements for these things, putting resources into
publicizing and advancement. These items have the best potential for the business since there
is a chance to catch impart and to develop to the market. Simply realize that not each
“Question Mark” item will be effective.
Every single other portion apart from stars and cash cows of Flipkart are question mark
because of serious rivalry between the players. Productivity is low general so what’s to come
is obscure. For Flipkart, there is no alternative however to extend quick crosswise over
classifications to include decision for clients. (Khan, 2014) Flipkart is presently wagering
enthusiastic about the commercial center model for development which is an exceptionally
alluring recommendation for level players who need to grow quick crosswise over items and
classes without significantly expanding settled expenses. The objective is 10,000 to 15,000
affiliates in a year, up from the current 1,000. (Khan, 2014)

Dogs
Items in dogs quadrant ought to, for the most part, either get no backing or be stripped — i.e.,
shut out. The thinking is that contending here will take a noteworthy interest in time and cash
since the organization has low piece of the pie and must remove deals from contenders who
might be better situated in the market. Consider the people who offer mass-advertise items on
Flipkart, wherein the main genuine approach to contend is to continue slicing costs, bringing
down edge, and profiting for the same measure of exertion. (India, 2014) So for the Flipkart
there are no dogs, but for the brands that sell their products on Flipkart can have dogs’ items.

Conclusion
Along these lines, Flipkart ought to attempt to offer the items at lower costs. This should be
possible by advancing its coordination administrations. Since coordination cost assumes a
critical part in deciding the cost of the item. Filpkart ought to attempt to enhance its store
network in such a way, to the point that its inventory network expenses ought to be less and
attempt to offer items at lower value contrasted with its rivals.

Ansoff Matrix of Flipkart

1. The Flipkart com has been successful in its global operations and business based on its
strategic growth choices and decisions. These growth decisions and growth paths have been
varied for different regions, at different time points – based on the internal and external
organizational factors. However, the Flipkart com has successfully made use of the Ansoff
matrix repeatedly to become one of the leading beverage giants internationally. Some of the
strategies that Flipkart com has successfully used under the Ansoff matrix and categories are
detailed below.

2. Market penetration

The market penetration strategy is used by businesses that seek growth for existing products
in markets where their brands are existing, and already operational.

2.1. Increase production capacity

 Increased production capacity will allow Flipkart com to reach more customers within
the same market
 Increased production capacity would also lead to more efficiency and effectiveness –
especially for controlling overhead costs
 Controlled overhead costs would lead to competitive pricing and would appeal to the
consumers in the same market
 Increased attractiveness and competitive pricing within the same market will lead to
increased sales and consumption – and thus a higher market penetration
2.2. Increased marketing investment

 The Flipkart com can also increase its investment in marketing and advertising
activities to increase market penetration
 The Flipkart com should try to develop and design engaging communication content
that is relevant to its various market groups
 Engaging communication and investment in marketing activities, and advertising will
allow the Flipkart com to reach more consumers within the same market
 With higher marketing investment, the Flipkart com will be able to increase its market
penetration within the existing markets for existing products

2.3. Enhanced distribution

 The Flipkart com can explore new and innovative means of distribution
 The Flipkart com can also explore new channels of distribution for their products
 New and enhanced distribution channels and strategies will allow the Flipkart com to
reach new consumer segments and consumer groups in the same market – which may
have been inaccessible previously
 Improved supply chains and distribution systems may lead to increased penetration
within the same market by improving accessibility

2.4. Competitive pricing

 The Flipkart com may introduce competitive pricing and price cuts to increase the
appeal of its products
 Competitive pricing will be a source of competitive advantage for the company, and
will lead to enhanced consumer engagement with the product
 At the same time, competitive pricing will increase the sales for the Flipkart com and
lead to increased penetration

2.5. Reduce operational costs

 The Flipkart com can reduce operational costs to increase competitive pricing
 Competitive pricing will help the Flipkart com increase its sales volume and
consumption
  Lower operational costs will lead to less costs being passed on to the consumers, and
will make the products offered by the Flipkart com more desirable and affordable
 Higher affordability and accessibility will help the Flipkart com increase its market
penetration

2.6. Acquiring competitors

 The Flipkart com can acquire competing players in the market

 The acquisitions will give the Flipkart com leverage in reaching different consumer
groups and segments
 The acquisitions will also allow the Flipkart com to develop leverage through
diversified supply chain and distribution channels
 Acquisitions will lead to higher penetration through improving the Flipkart com’s
accessibility of different consumer groups and segments in existing markets

2.7. Partnerships and joint ventures

 The Flipkart com can also enter strategic p[partnerships and joint ventures with other
players in the market
 These can be players belonging to similar industry, or even different industries
 Strategic partnerships and joint ventures will allow the Flipkart com to gain access to
different consumer groups, and their market behaviour and consumption patterns
 Additionally, the Flipkart com will be mitigating risk factors through limited
investment – which in turn will safeguard it against potential losses
 Joint ventures and partnerships can provide the Flipkart com with guided means of
increasing penetration in existing markets

2.8. New product benefits and features

 The Flipkart com can identify new features and characteristics in existing products for
existing markets
 This identification will lead to innovative and novice product consumption purposes
and behaviour
 Consumers should also be made aware of these new and innovative usage patterns
and consumptions ways of the Flipkart com products by the company
  Increased marketing and communication of new product use and benefits, along with
characteristics and features will lead to increased consumption in existing consumer
groups and segments, as well as in new consumer segments and groups
 This will facilitate the Flipkart com in improving its overall market penetration in
existing companies

2.9. Increased frequency of consumption

 The Flipkart com can also initiate communication and marketing aimed at increasing
the frequency of consumption of the products in existing markets
 Increased consumption frequency will lead to an overall increased consumption
 The Flipkart com will thus be able to increase the sales volume sold to existing
consumers in existing markets
 The company will be able to increase its market penetration through these means

3. Market development

With market development strategies, the Flipkart com can enhance its business growth
through introducing existing products in new markets. This will be possible for the Flipkart
com with different strategies.

3.1. Research and development

 The Flipkart com should invest in research and development to identify possible new
markets and consumer segments for its products
 The R&D should focus on identifying and understanding different market cultures,
trends, and consumer behaviours - and how they differ dim consumer behaviour
patterns in existing markets

3.2. Regional expansion

 The Flipkart com can expand regionally

 This will include expansion locally to different cities, or within the same geographic
region
 Regional expansion should also take into consideration any cultural differences that
will need to be accommodated in the expansion process in terms of marketing or
product modifications and consumption methods.
3.3. International expansion

 The Flipkart com an also enjoy business growth through international expansion
 International expansion will allow Flipkart com to access different consumer groups,
and increase its overall share of the pie
 International expansion will require the Flipkart com to conduct in-depth PESTLE,
Porters 5 forces and SWOT analyses to develop a comparative strategy and overview
for planned expansion
 The company will also need to understand the possible cultural differences, and make
accommodations to its expansion strategy accordingly. Cultural differences should be
taken into account in the process of global expansion.

3.4. New customer segments

 The Flipkart com can also explore new consumer segments in the same market for its
products
 The company can identify new product uses and features and target new consumer
segments for the existing products
 This will allow the company to tap into new markets and new market trends within
the same market to help in growth and expansion

3.5. Brand awareness

 The Flipkart com also invests in activities of building brand awareness

 Building brand awareness is important to help the company reach new consumer
segments, and increase visibility
 Increased brand awareness for the Flipkart com also leads to increased brand recall –
which is important for purchase decisions
 Consequently, building brand awareness is important for increasing sales, and driving
growth in new markets

3.6. Customer education

 The Flipkart com should also educate consumers in new markets for its products
 This market education is important for allowing consumers in understanding the
products, and its offerings
  The consumers will also be able to understand consumption patterns for the products
better with education
 The Flipkart com increases sales through educating new consumer segments in
existing and new markets to lead to overall business development and growth/

4. Product development

When a company seeks to expand business growth in existing markets through new products,
it is termed as product development. The Flipkart com drives product development in
different ways.

4.1. Modifications to existing products

 The Flipkart com can introduce modifications and improvements in existing products
to offer consumers new and enhanced offerings
 This will lead to increased sales and consumption of the product

4.2. Launch new products

 The Flipkart com also often engages in R&D activities to understand and identify new
points of consumer demand
 The company then undergoes a NPD process, and develops and launches new
products in the market for consumers
 This increases the breadth of the company’s reach, and also allows Flipkart com to
penetrate new market segments

4.3. Research and development

 Flipkart com regularly invests in research and development – especially pertaining

towards understanding market trends and consumer behaviour
 Investment in R&D has allowed the Flipkart com to remain competitive through
innovation and creativity – in product launches as well as other functional areas such
as marketing, operations and finances
 Research and development has also built the Flipkart com to become more efficient in
its operations and routine activities.

4.4. Strategic partnerships

  The Flipkart com engages in strategic partnerships to explore options for product
development as well
 Strategic partnerships allows Flipkart com to have access to new product
developments, and processes with limited financial investment- and thus limited risk
involved
 This is important for Flipkart com – to be able to understand the new product, and
development process along with the market reaction and acceptability of the same
before engaging in fill fledged production of own

4.5. Product quality

 The company can also engage in new product development through introducing
different quality products in the same market
 This will allow the Flipkart com to penetrate new market and consumer segments, as
well as target new consumer groups

5. Diversification

Diversification refers to business growth and development that occurs when a company
engages in new product development in new markets. Diversification is an important and
allows businesses like the Flipkart com to remain competent, innovative, and competitive –
thereby remaining relevant for the consumer markets.

5.1. Vertical diversification

 Vertical diversification for the Flipkart com means looking for growth and business
development by introducing new products under existing product lines.
 This means that the new product developments and launches by the Flipkart com
would be similar to, and categorized under existing product groups and categories.

5.2. Horizontal diversification

 Horizontal diversification occurs when the Flipkart com decides to introduce and
engage with new product developments and launches that are not associated with the
existing products
 It is however beneficial to introduce new products launches and developments for
products that share similar economic environments with the visiting products.
5.3. Diversification towards a new business

 The Flipkart com can also diversify into becoming a conglomerate by engaging in a
different business altogether
 Diversification through a new business would involve the Flipkart com to explore
new business ideas and option to launch or acquire for purposes of growth and
development

5.3.1. Mergers and acquisitions

 One of the ways through which the Flipkart com may explore conglomeratic growth
of entering new businesses is through mergers and acquisitions
 The Flipkart com can partner with, or acquire companies and businesses that interest
it in an effort to diversify into new markets and new consume groups with products
and services that are completely new, and not related to existing offerings

About Flipkart –

Flipkart is an Indian e-commerce company, headquartered in Bangalore, Karnataka, India, and

incorporated in Singapore as a private limited company.The company initially focused on online book
sales before expanding into other product categories such as consumer electronics, fashion, home
essentials, groceries, and lifestyle products.
The service competes primarily with Amazon's Indian subsidiary and domestic rival Snapdeal. As of
March 2017, Flipkart held a 39.5% market share of India's e-commerce industryFlipkart has a dominant
position in the apparel segment, bolstered by its acquisition of Myntra, and was described as being "neck
and neck" with Amazon in the sale of electronics and mobile phones. Flipkart also owns PhonePe,
a mobile payments service based on the UPI.
In August 2018, U.S.-based retail chain Walmart acquired a 77% controlling stake in Flipkart
for US$16 billion, valuing Flipkart at around $20 billion.

MARKET POSITIONING
An efforts to influcnce consumer perception of a brand or product relative to the.perception of competing
brands or products. Its objective is to occupy a clear, unique, and advantageous position in the consumer's
mind. Points of parity
 Easy locating of products(competitive prices.)
 Availability of various products on one
 platform
 Discount on purchases.
 Home delivery
 Gifting services
 Cash on delivery