E- CUSTOMER RELATIONSHIP MANAGEMENT SUBMISSION

INDEX

SECTION I

1.1 TOPIC

1.2 NEED FOR THE TOPIC

1.3 OBJECTIVES

1.4 METHODOLOGY USED

1.5 ANALYSIS

1.5.1 Advertisements of Amazon

1.5.2 Positioning of Amazon’s website

1.5.3 Advertisements of Flipkart

1.5.4 Positioning of Flipkart’s website

1.6 FINDINGS AND INFERENCES

1.7 CONCLUSION

1.8 FUTURE SCOPE AND RECOMMENDATIONS

SECTION II

2.1 TOPIC

2.2 NEED FOR THE TOPIC

2.3 OBJECTIVES

2.4 METHODOLOGY USED

2.5 ANALYSIS

2.5.1 Complaint and issue redressal system of Flipkart

2.5.2 Complaint and issues redressal system of Myntra

2.6 FINDINGS AND INFERENCES

2.7 CONCLUSION AND FUTURE SCOPE

 SECTION I

1.1 TOPIC

To study the advertising of Amazon and Flipkart and identify the segments that these website
are targeting and how they have positioned their site for this segment

1.2 NEED FOR THE TOPIC

This assignment will help in understanding the target audience of the top big e-commerce
chains in India by analysing their advertisements. The assignment can be used to understand
profile of the target audience and their demographic and psychographic characteristics and
also to understand how these top e-commerce sites have positioned their websites to attract
their targets and provide them with the right services and products.

1.3 OBJECTIVES

 To analyse the advertisements of the top e-commerce sites in India- Amazon, Flipkart
and Snapdeal
 To identify their key target audience and their profile
 To understand how their websites are positioned for their target segment
 To compare and contrast the strategies used by Amazon, Flipkart and Snapdeal

1.4 METHODOLOGY USED

The study will follow content analysis. For the purpose of this assignment 3 video ads
(advertised in television and digital media) of Amazon and Flipkart have been selected.
Based on these ads the target segment of these e-commerce sites will be analysed. The
websites of all the three sites will also be analysed to find out how they have been positioned
to attract these targets and provide them with the service that they expect.
1.5 ANALYSIS

1.5.1 Advertisements of Amazon

https://www.youtube.com/watch?v=1lVKnIqeHgI

The above commercial was released during the Diwali sale in India which is a crucial sale
period for e-commerce firms. This ad shows that ads during Diwali are not just targeting end
users of the products but also sellers who are also the targets of e-commerce websites like
Amazon. This ad is trying to persuade sellers with not just digital stores but also brick and
mortar stores to make use of Amazon’s service, especially during festive seasons when the
volume of sales is high.
https://www.youtube.com/watch?v=9P54dXASc9E

This commercial is targeted at the customers from Tamil Nadu and is an example of the
regional ads produced by Amazon. In the ad the couple live in a remote locality and in spite
of that all the products that they need gets delivered to them. Hence this ad shows that
Amazon is also trying to attract the smaller cities also and not just the developed cities in the
country.

https://www.youtube.com/watch?v=M7euI5xy0fk

From this advertisement it can be noted that Amazon tries to promote its fashion brands and
apparels to the fashion conscious customers, especially those from the urban areas. This ad is
also during the festival of Diwali, a time when the Indian market is more focused on apparel
purchase. The ad shows a young couple living in city in an apartment complex trying the
products they bought from Amazon before they celebrate Diwali with others from their
apartment.
1.5.2 Positioning of Amazon’s website

The above image shows the home page of Amazon’s website and it has easy navigation and
the different tabs such as categories, deals etc. are very easy to find. The website has been
optimised for even beginners to easily use the platform.

Today’s digital shoppers prefer high level of customisation and personalisation and Amazon
has effectively done that. The home page has a tab called Magariks’s Amazon.in (That’s my
name) and this particular tab as shown above shows content related to my previous search
history and my product preferences.
As stated above many of Amazon’s ads try to target different regions of India and tier II and
Tier III cities and in the home page itself Amazon promotes that the website is now available
in multiple Indian languages making it easier for its customers from different states and
different towns and cities who want to access the site in their own regional languages.

As mentioned earlier Amazon not only targets end users but also sellers and many of its ads
target new entrepreneur and brick and mortar stores in India. The website has an exclusive
page dedicated from that where Amazon offers sellers details about how they can register and
make money by selling in Amazon.
New users of e-commerce websites will have reservations about security and about the entire
digital shopping experience. Amazon’s website provides high level of customer service
through easyily addressing customer issues and clearly mentioning exchange, return and
refund related policies and terms.

1.5.3 Advertisements of Flipkart

https://www.youtube.com/watch?v=HBXANI35Xlg

From the above ad it can be noted that Flipkart uses influencer marketing and celebrity
endorsement with stars like Alia Bhatt and Rambir Kapoor as a strategy to attract the Indian
market. The tagline India ka fashion capital shows that the firm is trying be a fashion
influencer to attract fashion conscious urban population in India.

https://www.youtube.com/watch?v=ohs_zaCWBHk

The above ad was meant to advertise and increase awareness about the ‘Big Billion Day’ sale
of Flipkart and it can be noted that here also Flipkart tries to make use of celebrity to excite
customers about the exciting deals and offers the brand is offering.
This is an advertisement for Flipkart grocery, showing that Flipkart is trying to attract the
grocery market also in India. However this ad and few other ads of Flipart can be analysed to
understand that Flipkart most often features upper middle class and urban families in its
advertisements targeting people from the tier I cities of India.

1.5.4 Positioning of Flipkart’s website

The home page of Flipkart provides users to select various categories. And there are also
highlighted deals and offers mentioned here. The navigation is quite simple and easy to use.
Users can also access their account, information related to recent orders in the website.

The website shows products and suggestions based on customers’ past searches and past
purchases. And there are also recommendations specifically made under different categories.
The above picture shows recommendations made under the Appliance category.
From the advertisements analysed above it can be noted that Flipkart wants to promote itself
as a Fashion centric site. However the homepage does not show any exclusive content related
to fashion. Similarly the fashion category page also does not have any special features to
attract the fashion conscious customers that the brand aims to target.

Flipkart’s website also has pages that try to inform and attract sellers from across India. The
above page contains the success stories of sellers and how they made profit using Flipkart.
This way Flipkart tries to influence more people to use the platform to enhance their business.
The image above shows the customer support page of the website and it shows that policies
and terms in relation to cancellation, returns and refund to make customers trust the brand
and to have hassle-free shopping experience.

1.6 FINDINGS AND INFERENCES

 Target segmenting by Amazon and its positioning

Amazon’s website sells more than 100 million products ranging from books, electronics,
fashion products to grocery and much more. From the above analysis it can be noted that
Amazon has adopted a multi-segment positioning strategy by offering a wide range of
products to a wide range of customer segments. In terms of geography it targets both the
urban and the rural population. Similarly it targets people from all social classes but
particularly the middle class population in India. And through the advertisements it can be
noted that it has specific ads focusing on youngster, new entrepreneurs, single people living
away from home, young married couples and old married couples. The website is also well
optimised for first time users and provides personalised content related to the shopping
history of individual customers. The website also has exclusive pages and content dedicated
to bring seller on-board.

 Target segmenting by Flipkart and its positioning

From the analysis it can be noted that Flipkart tries to be the main competitor for Amazon in
India by offering a wide variety of products in its website. The ecommerce site also tries to
promote its apparel and fashion section and this could be seen from its ads which promote the
brand as a Fashion Capital and it tries to attract the urban and middle class segments of the
Indian society. The brand has seamlessly done this using influencer marketing and by using
top celebrities to attract its customer base. However the website fails to provide exclusive
fashion related product range or content. This could be because of the ownership of Myntra
which targets the urban population with fashion centric content.

1.7 CONCLUSION

Amazon wants to position itself as a shop where you get everything for everyone. Amazon
wants to target all the customers across India regardless of the location that they come from.
Though Amazon positions itself as the ecommerce site to buy anything and everything when
it comes to attracting the younger generation for fashion products Flipkart seems to have a
better strategy. Flipkart has effectively positioned itself as a fashion hub.

On the other hand, while noth Amazon and Flipkart try to attract people from tier II and tier
III cities in India, from their ads it can be noted that Amazon has more marketing message
focused on that. Most of the Flipkart ad shows the urban middle class and upper middle class
people, thereby failing to focus on the smaller cities and towns.

1.8 FUTURE SCOPE AND RECOMMENDATIONS

 Amazon needs to have better ad strategies like influencer marketing to promote itself
as a brand for fashion products and apparels.
 Flipkart requires to have more commercials which talk about the issues of people
from tier II and tier III cities and smaller town to tap this potential market completely
 Flipkart’s website requires to provide higher level of personalisation as provided in
Amazon’s website for individual customers.
 Flipkart’s website needs to promote the fashion products and apparels in its website in
a more obvious manner and it needs to have exclusive fashion related content to live
up to the expectation of the fashion conscious customers that it targets
 SECTION II

2.1 TOPIC

To study the complaint registration and follow-up process of Flipkart and Myntra and to
analyse and understand the process in detail

2.2 NEED FOR THE TOPIC

Though Flipkart and Myntra belong to the same parent company their segmentation and
targeting is different from each other. This study will help us understand is there are any
similarities or differences in the complaint registration and redressal process of two e-
commerce chain owned by the same parent company.

2.3 OBJECTIVES

 To analyse the website and app of Flipkart to understand its complaint and issue
registration process
 To analyse the website and app of Myntra, which is now a part of Flipkart, to
understand its complaint and issue registration process
 To understand the follow-up procedures undertaken by the two firms and to determine
the level of customer service and customer issue redressal provided by them

2.4 METHODOLOGY USED

The study follows content analysis to analyse the complaint registration process in Flipkart
and Myntra. The websites and applications of these two e-commerce sites are analysed. And
the query raising and complaint sharing process is studied in detail. Also the emails and SMS
sent to customers after raising query and complaints are also studied.

2.5 ANALYSIS

2.5.1 Complaint and issue redressal system of Flipkart

My orders page
The above images shows that Flipkart has an exclusive page set up for each customer to
provide them the details of their recent and past purchases in the site and in its app. This way
customers can easily rectify any issues pertaining to a particular product that they had
purchased in the site.

The image above shows that customers are encouraged to share their ratings and reviews
about the products that they have purchase in their site and app. This way not just customers
who have positive experiences but also customers who had negative experiences or
complaints about a particular product can share it with the company as well as with their
peers.
Flippkart’s website and app has a help centre which is available to solve customer issues
24x7. The help centre by default shows the products that the customers have recently bought
and asks if they have any issues about these products. Apart from the products the help centre
also is the place for customers to rectify issues related to other aspects such as payment or
account related issues.

The help centre also has a lots of frequently asked questions to instantly address some of the
common queries that customers generally have about the site, about their orders and about
other issues such as cancellation and refund.
In case of any complaint about the product or exchange or return initiation the website has the
provision to enter customers’ feedback and the reason for return. This makes it very hassle-
free for the customers who don’t have to mail or contact customer care executives every time
they want to exchange or return a product.

Once a query has been raised customers get intimation through SMS. The above image shows
an example of a SMS sent by Flipkart following a cancellation request placed by the
customer. The customers are provided with an order ID to track the status of the order and in
case the customers want further assistance they can contact the toll-free customer care
number provided by Flipkart, mention the order ID to know about the current status of their
order.

2.5.2 Complaint and issues redressal system of Myntra

From the above image it can be seen that Myntra’s website and app also try to address issues
related to cancellation and return within the website itself. Here also customers can raise a
cancellation request and state the reason of return or exchange to get a refund or exchange.

Similar to the FAQ section in Flipkart, Myntra also has a section called Top queries where it
gives answers for the common questions and issues that custiomers face with respect to their
order and other issues related to pay,emt, sign up, account set up, Myntra credit, etc.
Myntra’s website and app have a help centre which tries to address complaints or isuues
related to the past purchases of the customers. The recent purchases are displayed and the
customers are questions as to which product they have an issue with and also about what is
the nature of the issue.

Once a query has been raised or a request has been made to cancel an order the customers get
an intimation in the app, in SMS and also in their mail. The above image is an example of an
email received after the return request has been processes. The email contains the details of
the product along with the details related to the refund.
2.6 FINDINGS AND INFERENCES

From the above analysis it can be noted that both Flipkart and Myntra have a robust system in
place to tackle customer grievances and queries. They try to solve the customer issues within
their website and app itself by anticipating the possible problems that the customers would
face and having relevant solutions for them in the help centres. Also customers can easily
process their cancellation and exchange requests within the app or website itself by just
entering the reason.

Once a query or a complaint or cancellation request has been raised in Myntra it is followed
by the team through SMS and through email whereas when it comes to Flipkart it is being
followed up through SMS. Once a query or request has been raised they can be tracked using
the order ID. Both the firms usually respond within 24 hours and surprisingly the refund is
also being processed within 48 hours even though their websites state that the refund would
take up to 5 to 7 business days.

In case of the problem not being able to resolve within the website or the app both the
websites have provided the customers with a customer care number in the website to take the
query further and talk to the customer care executives.

2.7 CONCLUSION AND FUTURE SCOPE

From the above analysis it can be concluded that Flipkart and Myntra being sister firms have
a very similar process when it comes to complaint and issue redressal. The process is efficient
in addressing the issues of customers without the need for a human contact. However in case
of complicated queries customers need to contact the customer care numbers.

Also in comparison to Myntra, Flipkart seems to have fewer follow-ups about the complaints
being raised. This is quite surprising as Flipkart is the bigger e-commerce site with more
number of customers in comparison to Myntra.

Recommendations

 Flipkart needs to send prompt emails to its customers regarding the queries and
complaints that are being raised
 Both Myntra and Flipkart can incorporate effective chatboxes with AI to take
advanced and complicated level of queries with in the app or the website
 Myntra and Flipkart must make their customer care number more prominent and must
welcome customers to contact their customer care executives for personalised
redressal of issues.