Project Report

A STUDY ON THE DIGITAL

MARKETING STRATEGIES OF
MYNTRA

Teja Kodary
 Title of the Project
Digital Marketing and E-commerce :- Study on the digital marketing strategies
of Myntra.

Submitted by
Name of the Candidate : Teja Kodary
Roll no : 2201146
Name of the College : Institute of Public Enterprise

Supervised by
Name of the Supervisor : M J Ramakrishna

Month & Year of Submission

September-2022

2
Supervisor's Certificate
This is to certify that Mr. Teja Kodary a student of
PGDM(general) at Institute of Public Enterprise, has worked
under my supervision and guidance for his Project Work and
prepared a Project Report with the title Digital Marketing
and E-commerce :- Study on the digital marketing
strategies of Myntra to the best of my knowledge, the work
he is submitting is genuine and original.

_______________________

Signature
Date :- Name: M J Ramakrishna
Designation : Assistant Professor(Marketing)

Name of the college : Institute of Public Enterprise

3
This is to certify that Miss
JUIN DAS a student of
B.Com. Honours in
Accounting & Finance of
HERAMBA CHANDRA
COLLEGE under the
University of Calcutta has
worked under my
supervision and guidance
for his
Project Work and
prepared a Project Report
with the title E-
COMERCE-A

4
STUDY ON THE
IMPACT OF ONLINE
RETAILING ON THE
SECTOR, A CASE ON
MYNTRA which he is
submitting, is his genuine
and
original work to the best of
my knowledg
This is to certify that Miss
JUIN DAS a student of
B.Com. Honours in
Accounting & Finance of
HERAMBA CHANDRA
COLLEGE under the
5
University of Calcutta has
worked under my
supervision and guidance
for his
Project Work and
prepared a Project Report
with the title E-
COMERCE-A
STUDY ON THE
IMPACT OF ONLINE
RETAILING ON THE
SECTOR, A CASE ON
MYNTRA which he is
submitting, is his genuine
and
6
original work to the best of
my knowledg
This is to certify that Miss
JUIN DAS a student of
B.Com. Honours in
Accounting & Finance of
HERAMBA CHANDRA
COLLEGE under the
University of Calcutta has
worked under my
supervision and guidance
for his
Project Work and
prepared a Project Report

7
with the title E-
COMERCE-A
STUDY ON THE
IMPACT OF ONLINE
RETAILING ON THE
SECTOR, A CASE ON
MYNTRA which he is
submitting, is his genuine
and
original work to the best of
my knowledge.

8
Student's Declaration
I hereby declare that this project work entitled “Digital
Marketing and E-commerce :- Study on the digital
marketing strategies of Myntra” has been prepared by me
during the year 2022 under the guidance of Mr. M J
Ramakrishna, Institute of Public Enterprise.
I also declare that this project is the outcomes of my own
effort, that it has not been submitted to any other university
for the award of any degree.

Signature: _____________
Name: Teja Kodary
Roll No: 2201146
Date: 21-09-2022

I hereby declare that the

Project Work E-
COMERCE-A STUDY
ON THE

9
IMPACT OF ONLINE
RETAILING ON THE
SECTOR, A CASE ON
MYNTRA submitted by
me for the partial fulfilment
of the degree of B.Com.
Honours in Accounting &
Finance under the
University of Calcutta is
my
original work and has not
been submitted earlier to
any other University
/Institution for the
fulfilment of the
10
requirement for any other
course of study.
I also declare that no
chapter of this manuscript
in whole or in part has
been
incorporated in this report
from any earlier work
done by others or by me.
However, extracts of any
literature which has been
used for this report has been
duly acknowledged
providing details of such
literature in the references.
11
 ACKNOWLEDGEMENT
The success and outcome of this project required a great deal
of guidance and assistance from many people, and I consider
myself extremely fortunate to have received this throughout
the completion of my project. All my accomplishments are the
result of such supervision and assistance, for which I am
grateful.
I respect and thank my supervisor, M J Ramakrishna, for
giving me the opportunity to work on the project and for
providing me with all the assistance and advice that enabled
me to complete the project successfully. I am immensely
grateful to him for his kind assistance and instruction.
Finally, I'd want to thank my parents and friends for their
direct or indirect assistance during my project work, without
which this project would not have been feasible.

12
 Table of Content
Chapter name Pages
 Chapter 1: INTRODUCTION
1.1 : Social Media Marketing---------------------------------------------9
1.2 : SEM(search engine marketing)------------------------------------9
1.3 : Email Marketing-----------------------------------------------------9
1.4 : Content Marketing---------------------------------------------------9
1.5 : Statement of the Problem------------------------------------------10
1.6 : Objective of Study--------------------------------------------------10
1.7 : Scope of Study------------------------------------------------------10
1.8 : Research Methodology--------------------------------------------10
1.9 : Data source
(1) Primary Data Source -----------------------------------------10
(2) Source of Secondary data---------------------------------------10
1.10 : Sample Size---------------------------------------------------------10
1.11 : Sample Technique--------------------------------------------------10
1.12 : Tools and Techniques----------------------------------------------11
(1) Tools for Data Collection------------------------------------11
(2) Tools used for Data Representation------------------------11
1.13 : Limitations----------------------------------------------------------11
1.14 : Chapter Plan--------------------------------------------------------11
 Chapter 2 : REVIEW OF LITERATURE
2.1 : Review of Literature------------------------------------------------13
 Chapter 3 : ORGANIOZATION PROFILE
3.1 : Organization Profile of Myntra-----------------------------------15
3.2 : Products--------------------------------------------------------------15
3.3 : Achievements and Awards----------------------------------------15
3.4 : Competitors----------------------------------------------------------15
3.5 : Swot Analysis-------------------------------------------------------18
 Chapter 4 : STRATEGIES
4.1 : Seasonal Offers-----------------------------------------------------20
4.2 : Influencer Marketing----------------------------------------------20
4.2.1 : Advantages of Influencer Marketing--------------------20
4.2.1.1 : Enhances Brand Awareness-------------------------20
4.2.1.2 : Builds Trust and Authority--------------------------21
13
 4.2.1.3 : Reaches Target Audience----------------------------21
4.2.1.4 : Connects to a Wider Market-------------------------21
4.2.1.5 : Sets a Trend--------------------------------------------21

Chapter name Pages

4.2.1.6 : Creates Partnerships---------------------------------------21
4.2.1.7 : Drives Conversions----------------------------------------21
4.2.1.8 : Generates Leads--------------------------------------------21
4.2.1.9 : Offers Value------------------------------------------------22
4.2.1.10 : Helps Content Strategy------------------------------------22
4.3 : Social Media Marketing----------------------------------------------22
4.4 : Digital AD Marketing------------------------------------------------23
4.5 : Content Marketing----------------------------------------------------23
4.6 : Digital Costumer Engagement--------------------------------------23
4.7 : Email marketing-------------------------------------------------------24
4.8 : Product Segmentation ------------------------------------------------25
4.9 : SEO / SEM-------------------------------------------------------------26
4.10 : Time Limited Offers--------------------------------------------------27
4.11 : Wishlist-----------------------------------------------------------------27
4.11.1 : Ways to improve conversion rates with Wishlist--------------28
4.11.1.1 : Wishlist as Reminders----------------------------------------28
4.11.1.2 : Back in Stock--------------------------------------------------28
4.12 : Myntra Studio---------------------------------------------------------28
 Chapter 5 : ANALYSIS
5.1 : Gender Classification-------------------------------------------------31
5.1.1 : Interpretation---------------------------------------------------------31
5.2 : Classification based on Who Shop Online-------------------------31
5.2.1 : Interpretation---------------------------------------------------------32
5.3 : Classification based on respondents
Bought any product from Myntra-----------------------------------32
5.3.1 : Interpretation--------------------------------------------------------33
5.4 : Classification based on most products
bought from Myntra--------------------------------------------------33
5.4.1 : Interpretation--------------------------------------------------------33
5.5 : Classification based on will respondent
recommend Myntra to others(family, friends)--------------------34
5.5.1 : Interpretation--------------------------------------------------------34
5.6 : Classification based on respondent---------------------------------35
shop at other than Myntra
5.6.1 : Interpretation--------------------------------------------------------35
14
  Chapter 6 : FINDINGS, SUGGESTIONS & CONCLUSION
6.1 : Findings----------------------------------------------------------------37
6.1.1 : Seasonal Offers----------------------------------------------------37

Chapter name Pages

6.1.2 : Influencer Marketing----------------------------------------------37
6.1.3 : Social Media-------------------------------------------------------37
6.1.4 : Digital AD Marketing---------------------------------------------37
6.1.5 : Content Marketing-------------------------------------------------37
6.1.6 : Digital Costumer Engagement-----------------------------------37
6.1.7 : Email Marketing---------------------------------------------------37
6.1.8 : Product Segmentation---------------------------------------------37
6.1.9 : SEO / SEM---------------------------------------------------------37
6.1.10 : Time Limited Offers----------------------------------------------38
6.1.11 : Wishlist------------------------------------------------------------38
6.1.12 : Myntra Studio-----------------------------------------------------38
6.2 : Analysis-----------------------------------------------------------------38
6.3 : Suggestions------------------------------------------------------------39
6.4 : Conclusion-------------------------------------------------------------40
 Chapter 7 : APPENDIX
7.1 : Questionnaire-----------------------------------------------------------42
 Chapter 8 : Webliography---------------------------------------------------44

15
 INTRODUCTION

16
 CHAPTER – 1
INTRODUCTION

Online marketing is a set of

powerful tools and
methodologies used for
promoting products and
service through the internet.
Online marketing includes a
wider range of marketing
elements than
traditional business marketing
due to extra channels and
marketing mechanism
available on the
internet. Online marketing is
advertising and marketing the

17
products or services of a
business over
Internet. Online marketing
relies upon websites or emails
to reach to the users and it is
combined
with e-commerce to facilitate
the business transactions. In
online marketing, you can
promote the
products and services via
websites, blogs, email, social
media, forums, and mobile
Apps. Online
marketing strategy is critical
for organization operating in
18
markets with high internet
penetration.
Online marketing is a set of
powerful tools and
methodologies used for
promoting products and
service through the internet.
Online marketing includes a
wider range of marketing
elements than
traditional business marketing
due to extra channels and
marketing mechanism
available on the
internet. Online marketing is
advertising and marketing the
19
products or services of a
business over
Internet. Online marketing
relies upon websites or emails
to reach to the users and it is
combined
with e-commerce to facilitate
the business transactions. In
online marketing, you can
promote the
products and services via
websites, blogs, email, social
media, forums, and mobile
Apps. Online
marketing strategy is critical
for organization operating in
20
markets with high internet
penetration.
Online marketing is a collection of effective tools and methods for promoting products and
services via the internet. Because of the additional channels and marketing mechanisms
available on the internet, online marketing comprises a broader range of marketing features
than traditional corporate marketing. Online marketing is the practice of advertising and
marketing a company's products or services via the Internet. Online marketing reaches
customers through websites or emails, and it is paired with e-commerce to enable business
transactions. You can promote your products and services online by using websites, blogs,
email, social media, forums, and mobile apps. An online marketing plan is essential for
businesses that operate in markets with significant internet penetration.

Online shops offered the physical analogy of goods and services at traditional "bricks and
mortar" shopping centers or retail Centers, as well as numerous sorts of online shopping. B2C
(business-to-consumer) and B2B (business-to-business) internet shopping Online stores in
business that sell to other businesses. Online stores allow customers to examine the firm's
items and services by viewing photographs or photos of the products and informing them of
product information and specs, price, and so on.... Online marketing strategy is crucial for
organizations that operate in areas with high internet penetration. Strategies for online
marketing are.
 Social Media Marketing
 SEM (search engine marketing)
 Email Marketing
 Content Marketing

21
1.1 SOCIAL MEDIA MARKETING
Social media marketing is the use of social media platforms and websites to promote a
product or service. Even if the phrases e-marketing and computerized marketing are still used
in the academic community, social media marketing is becoming increasingly popular with
both specialists and scientists. Most social media platforms include information examination
apparatuses that enable businesses to track the advancement, accomplishment, and
involvement of advertising campaigns. Organizations use social media marketing to reach out
to a wide range of partners, including current and potential clients, current and potential reps,
columnists, bloggers, and the general public. On a fundamental level, social media marketing
entails the management of a marketing effort, administration, and determining the level.

1.2 SEM (search engine marketing)

Search engine marketing is a highly successful method of increasing your rating on search
engines such as Google and attracting qualified traffic to your website. Investing in SEM is a
terrific method to enhance brand awareness and sales. SEM is a form of digital marketing
strategy that aims to push your company or customer on the first page, if not the top, of
search engine results. The goal of this is to bring more traffic to your site, which you can then
convert.

1.3 EMAIL MARKETING

Email marketing is the practice of conveying a business message, typically to a group of
people, using email. Email marketing can be defined broadly as any email sent to a potential
or present client. It frequently includes the use of email to deliver advertisements, solicit
business, or request bargains or presents, and is designed to build loyalty, trust, or brand
awareness. Marketing emails can be sent to either a purchased lead list or an existing client
database. The phrase generally refers to sending email messages with the goal of
strengthening a shipper's relationship with current or former clients, energizing client
dependability and rehash business, obtaining new clients or persuading current clients to buy
something immediately, and sharing external information.

1.4 CONTENT MARKETING

Content marketing entails attracting and converting prospects into customers through the
creation and distribution of valuable free content. The goal of content marketing is to assist
the organization in achieving brand consistency and providing valuable information to
consumers, as well as to create a desire to purchase things from the organization in the future.
This largely new style of marketing does not typically contain coordinated deals. Rather, it
fosters trust and connection with the group of people. Digital content marketing is a
management technique that employs digital products via various electronic channels to
identify, forecast, and serve the content needs of a specific audience. It must be updated and
expanded on a regular basis in order to affect client behavior.

22
1.5 STATEMENT OF THE PROBLEM
Today, online marketing is quite important. Marketing methods are critical for increasing
product awareness. This is the one instrument where customers can readily learn about
product features, varieties, prices, and other items that are critical for making purchasing
decisions. On the other hand, the corporation will benefit as well because these techniques
will help increase product sales. As a result, this study was conducted to determine how
efficient marketing methods are in increasing product sales on Myntra.

1.6 OBJECTIVE OF STUDY

To learn about Myntra's web marketing techniques. How Myntra entices customers to
purchase products online.

1.7 SCOPE OF STUDY

Online marketing is significant because it corresponds to how consumers make purchase
decisions in the market. According to studies such as collect, an increasing proportion of
consumers utilise social media and mobile internet research to do preliminary product and
pricing research before making final judgments. Online marketing allows for the
development of relationships with customers and prospects through regular, low-cost
individualised communication. As a result, the purpose of this research is to learn about
Myntra's online marketing techniques for increasing sales.

1.8 RESEARCH METHODOLOGY

This study's research approach is primarily structured as an empirical work based on both
secondary and primary data acquired through pre-tested questionnaires, online surfing, and
direct personal interviews with selected personnel active in this field.

1.9 SOURCE OF DATA

1.9.1 SOURCE OF PRIMARY DATA
The study relies on original data. The core data was gathered through a questionnaire from 50
Myntra customers.

1.9.2 SOURCE OF SECOUNDARY DATA

Digital marketing strategies of e-fashion in India.

1.10 SAMPLE SIZE

The study is conducted based on 55 selected sample and findings are drawn based on their
response.

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1.11 SAMPLE TECHNIQUE
Simple random sampling technique has been chosen for selecting the sample for this study.

1.12 TOOLS AND TECHNIQUES

1.12.1 TOOLS FOR DATA COLLECTION
The necessary data for the study was gathered using a Google form questionnaire.

1.12.2 TOOLS USED FOR DATA REPRESENTATION

Tables and charts used to present data.

1.13 LIMITATIONS
Following is the main limitation of the study.
1. The sample size is really small.
2. Opinion is based on a particular area
3. Bias among respondents could have influenced the results.
4. The same clients refused to cooperate.
5. Customers' responses are assessed and believed to be true to the best of their knowledge.
6. Respondents' average response

1.14 CHAPTER PLAN

1. Introduction
2. Organization profile
3. Strategies
4. Analysis
5. Findings
6. Suggestions
7. Conclusion

24
 REVIEW OF LITERATURE

25
J Suresh Reddy has published article in Indian Journal of
Marketing. Title of the article is –“Impact of E-commerce on
Marketing”.
Marketing is one of the business functions most dramatically affected
by emerging information technologies. Internet is providing
companies new channels of communication and interaction. It can
create closer yet more cost-effective relationships with customers in
sales, marketing and customer support. It creates positive interaction
with customers that can serve as the foundation for long term
relationships and encourage repeat purchases.
Victor Van Valen has published his paper - “Is your Marketing
Smart”.
Today advertisers not only need to cater to directly pinpoint a precise
targeted audience, but they need to customize their advertisements as
well. In web media, you have an idea of who will see your ads, and it
creates and impact on your audience. For e.g., you know Femina
Magazines would great to target women, so you promote your new
beauty product in this magazine. But when it comes to online venues,
how can you target the right audience when millions are browsing.
This article is also very beneficial to my research work.
Kingsnorth, S. (2017) Digital Marketing Strategy, shared that digital
marketing and business strategy are concepts that should be integrated
and grow together. Further research into specific digital marketing
strategies, would be a valuable contribution to the field of digital
marketing and current body of work. In-depth, qualitative and
quantitative analysis would provide supporting evidence of the
effectiveness or ineffectiveness of specific strategies. Further
comparative studies between traditional marketing and digital
marketing would give researchers and companies a better
understanding of differences between the two approaches. Digital
marketing is an innovative, influential contribution to the field of
marketing

26
 ORGANIZATION PROFILE

27
3.1 ORGANIZATION PROFILE OF MYNTRA
Myntra is an Indian fashion E-commerce site with headquarters in Bangalore, Karnataka.
Mukesh Bansal, Ashutosh Lawania, and Vineet Saxena founded the company in February
2007. Graduates from the Indian Institute of Technology founded the company, which
quickly grew to open regional offices in New Delhi, Mumbai, and Chennai. By 2010, Myntra
has moved its concentration to the online sale of branded clothing. Myntra merged with
Flipkart in May 2014 to compete with Amazon, which entered the Indian market in June
2013, as well as other major offline retailers such as Future Group, Aditya Birla Group, and
Reliance Retail.

3.2 PRODUCTS
Nike, Reebok, Puma, Adidas, Decathlon, FIFA, John Miller Asics, Lee, Lotto, Indigo Nation,
and other brands are available on Myntra.
 Men, (clothing, footwear, accessories, watches, shoes etc...)
 Women, (clothing, footwear, accessories, watches, shoes etc...)
 Kids, (clothing, footwear, accessories, watches, shoes etc...)
 Home & living, (bed linen & furnishing, curtains, lamps and lighting, kitchen etc...)
 Personal Care (fragrances, make up, grooming, skin & hair items etc...

3.3 ACHIEVEMENTS AND AWARDS

 Awarded 'Fashion E-Retailer of the Year 2013' by Franchise India - Indian E-Retail
Awards
 IAMAI - India Digital Awards named it the 'Best E-commerce Website for 2012.'
 Named 'Images Most Admired Retailer of the Year: Non-Store Retail' by Images
Group in 2012.
 Puma India named us the 'Best E-commerce Partner of the Year 2011-12.'

3.4 COMPETITORS
 Amazon
 Flipkart
 Nykaa Fashion
 Snapdeal
 Tata cliq
 meesho

28
3.5 SWOT ANALYSIS
Strengths
-customer engagement
-return policy
-product’s variety
-domestic market
-monetary assistance provided
Weakness
-less brands
-quality of products
-small business unit
Opportunities
-growing economy
-new products and services
-market expansion
Threats
-brand variety
-refund delay
-products information

TOP 5 ONLINE SHOPPING SITES IN INDIA 2022

1. Flipkart
2. Amazon
3. Myntra
4. Snapdeal
5. Nykaa

29
 STRATEGIES

30
4.1 SEASONAL OFFERS
Seasonal promotions are special offers, discounts, or limited-edition items associated with a
specific event throughout the year. This can be a specific celebration, like Memorial Day or
Columbus Day, or a time of year, like back-to-school season.

Most likely, these promotions will occur throughout festive seasons such as Diwali,
Christmas, and New Year's. This is because most customers will make purchases during
festival seasons to surprise their friends and family and other festival important things.

4.2 INFLUENCER MARKETING

Influencer marketing is a sort of marketing in which influencers are used to promote a
company to a bigger audience. Influencers are opinion leaders who have a large social
following. They present themselves as experts or reliable sources of information.

31
4.2.1 ADVANTEAGES OF INFLUENCER MARKETING
4.2.1.1 Enhances Brand Awareness
Improving brand awareness is one of the immediate benefits of implementing influencer
marketing. A social media-savvy target audience will become acquainted with your brand,
stories, and services. As a result, it is critical to generate valuable content that boosts social
media presence.

4.2.1.2 Builds Trust and Authority

Influencers have developed strong bonds with their followers, establishing trust and
credibility. Users value their suggestions. For example, when a celebrity supports a product
or service, the brand they are marketing gains instant credibility. Social influencers wield
authority over the products or services they promote.

4.2.1.3 Reaches Target Audience

Influencers who are related to your brand already have a social media following. As a result,
when you hire an influencer, you may quickly reach your target audience. There is no need to
spend more money to test and locate your market because the influencer already has one.

4.2.1.4 Connects To a Wider Market

You are not simply reaching your target audience when you use an influencer. You'll also be
able to connect with another market segment. For example, millennials and Gen Z consumers
are very valuable demographics that readily enhance sales and revenues.

4.2.1.5 Sets A Trend

Because they frequently introduce their audience to innovative ideas, goods, and businesses,
influencers can become the driving force behind new movements. By linking your firm with
a trendsetting impact, you demonstrate that your organization is a forerunner. Furthermore,
influencers can set trends, bringing your products and services to the forefront, garnering
attention, and increasing sales. According to the 2019 Influencer Marketing Hub survey,
marketing strategies assist firms, with the top 13% of enterprises earning $20 or more.
Influencer marketing produces $5.20 for every dollar spent.

4.2.1.6 Creates Partnerships

Engaging with an influencer is the start of a long-lasting connection. Through an influencer,
you will also broaden your network. Your partnership with an influencer will yield long-term
benefits for both of you.

4.2.1.7 Drives Conversions

Influencers have the ability to steer their followers toward a certain product or service.
Consumers go to influencers for suggestions because they regard them as trustworthy.
According to the Digital Marketing Institute, 49% of shoppers rely on influencer
recommendations to make a purchase decision.

32
4.2.1.8 Generates Leads
Influencer marketing outreach can help generate demand and leads. Influencers may both
inspire and encourage customers to buy your product. They provide more opportunity to
communicate with people and businesses with whom you would not have previously
interacted. Furthermore, they can sense the market and inform you how buyers see you.

4.2.1.9 Offers Value

Influencer marketing provides material that solves problems. It both informs and motivates
your audience. Influencers are sensitive to the demands of their followers and admirers,
making it easy for them to provide material that is also valuable to your target demographic.

4.2.1.10 Helps Content Strategy

It is not always easy to create new and intriguing material. If you're stuck for content ideas,
an influencer can help you out. You can collaborate with an influencer to develop high-
quality, aesthetically engaging content for your audience.

4.3 SOCIAL MEDIA MARKETING

Social media marketing (SMM) is the use of social media platforms on which people develop
social networks and exchange information in order to promote a company's brand, improve
sales, and drive website traffic.

INSATGRAM STORIES OF MYNTRA

33
4.4 DIGITAL AD MARKETING
Digital advertising is marketing that takes place through online channels such as websites,
streaming material, and so on. Text, picture, audio, and video are all examples of digital
advertisements.

4.5 CONTENT MARKETING

Content marketing is a marketing technique that uses relevant articles, videos, podcasts, and
other media to attract, engage, and keep an audience. This strategy builds expertise, raises
brand recognition, and keeps your company front of mind when it comes time to buy what
you sell.

34
4.6 DIGITAL COSTUMER ENGAGEMENT
The practice of communicating with new and existing clients via various digital platforms in
order to strengthen your relationship with them is known as digital engagement. Email,
texting, social networking, and other platforms are among them.

4.7 EMAIL MARKETING

Email marketing is a type of marketing in which you may inform clients on your email list
about new products, promotions, and other services. It may also be a softer sell to educate
your audience on the value of your brand or to keep them engaged in the interim.

35
4.8 PRODUCT SEGMENTATION
A product segmentation strategy is the process by which a company divides its product into
multiple categories, each meant to appeal to a certain industry, demographic, or other client
category, and the method by which they achieve that aim.

36
4.9 SEO (search engine optimization) / SEM (search engine marketing)4.9
SEO (search engine optimization) is the technique of improving your website's performance
in search engines such as Google. SEM (search engine marketing) refers to marketing
operations that use search engines, such as SEO and pay-per-click (PPC), as well as local
listings on search engines.

37
4.10 TIME LIMITED OFFER’S
A limited-time offer is any form of deal, discount, or promotion that a customer can obtain
when they make a purchase during a specific time period.
 It instils a sense of urgency. Let's go a little more into the topic of “creating a sense
of urgency”.
 Attracts new customers.
 Helps boost customer loyalty.
 It can decrease your cart abandonment rate.
 It is an excellent method for increasing sales.

4.11 WISHLIST
Wishlist enables customers to create customized collections of things they wish to purchase
and preserve them in their user account for future reference. Wishlist’s indicate a customer's
interest in a product but no imminent intent to buy.

38
4.11.1 Ways to improve conversion rates with wish lists
4.11.1.1 Wish lists as reminders
These reminders might be useful because individuals frequently forget they used the Wishlist.
It's also a non-intrusive approach to welcome them back if they were interrupted while
shopping. This is an excellent method to demonstrate concern for consumer convenience
while also encouraging them to continue purchasing.

4.11.1.2 Back in stock

It's critical to notify consumers when a product is out of supply and to provide a mechanism
to contact them when it's back in stock. Many stores include a "Remind me" button for this
reason.

4.12 MYNTRA STUDIO

Myntra Studio is a platform that provides Myntra‘s users’ access to original and exclusive
content. This content is meant to not only be entertaining but also to inspire the audience.
And, when you’re browsing and spot an outfit on your favorite influencer that you must own,
you can directly click on the shop icon and buy it or even add it to your wish list for later. It
brings the shopper one step closer to the influencer and the user can follow their favorite
fashion brands and the fashion creators as well.
It was created to supply you, the user, with essential tips, techniques, and hacks to help you
look and feel your best. This will assist users and prominent companies in staying up to speed
on the occurrences in fashion's fast-paced industry, as well as updated on all the current
trends. The reason I made the analogy with my shopping troubles is because now that I'll be
able to see these clothing on my favorite influencers, I'll be able to be certain that a specific
piece will work for me since I'm looking at it on a genuine lady.

39
Myntra makes the platform it a unique feature by, seamlessly bridging the gap between
inspiration and shopping.

The site will provide consumers personalized material based on their surfing history and
preferences, which is fantastic because I love finding stuff that are suited to my likes and
dislikes. This is fantastic because it is more than simply a shopping app; it is an experience-
driven software that provides not just the goods but also inspiration.

40
 ANALYSIS

41
5.1 GENDER CLASSIFICATION
The below table rep

GENDER NO.OF REPONDENTS PERCENTAGE

MALE 24 43.6
FEMALE 31 56.4
TOTAL 55 100

GENDER CLASSIFICATION

MALE
FEMALE
44%

56%

5.1.1 INTERPRETATION
The table and pie chart shows that out of 55 respondents there are 24 male(44./.) and 31
female(56./.) .

5.2 CLASSIFICATION BASED ON WHO SHOP ONLINE

CLASSIFICATION NO.OF REPONDENTS PERCENTAGE

YES 55 100

NO 0 0

TOTAL 55 100

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 ONLINE SHOPIING

YES
NO

100%

5.2.1 INTERPRETATION
The table and pie chart shows that out of 55 respondents there are 55 respondents who shop
online.

5.3 CLASSIFICATION BASED ON RESPONDENTS BOUGHT ANY

PRODUCT FROM MYNTRA

CLASSIFICATION NO.OF REPONDENTS PERCENTAGE

YES 54 98.2

NO 1 1.8

TOTAL 55 100

BOUGHT PRODUCT

2% YES
NO

98%

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5.3.1 INTERPRETATION
The table and pie chart shows that out of 55 respondents there are 54 respondents who bought
product from Myntra, and 1 respondent didn’t buy any product from Myntra.

5.4 CLASSIFICATION BASED ON MOST PRODUCTS BOUGHT

FROM MYNTRA
NO.OF
CLASSIFICATION RESPONDENTS PERCENTAGE
CLOTHS 36 65
FOOTWEAR 10 18
HANDBAGS 6 11
COSMETICS 3 6
TOTAL 55 100

MOST PRODUCTS BOUGHT

5%
11% CLOTHS
FOOTWEAR
HANDBAGS
18% COSMETICS

65%

5.4.1 INTERPRETATION
The table and pie chart shows that out of 55 respondents there are 36 respondents who bought
cloths, 10 respondents bought footwear, 6 respondents bought handbags, 3 respondents
bought cosmetics. Cloths hold 65 percent, footwear hold 18 percent, handbags hold 11
percent, cosmetics hold 6 percent.

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5.5 CLASSIFICATION BASED ON WILL RESPONDENT
RECOMMEND MNTRA FOR OTHERS(family, friends)

CLASSIFICATION NO.OF REPONDENTS PERCENTAGE

YES 54 98

NO 1 2

TOTAL 55 100

RECOMMEND MYNTRA TO OTHERS

2%
YES
NO

98%

5.5.1 INTERPRETATION
The table and pie chart shows that out of 55 respondents there are 54 respondents will
recommend Myntra to others and 1 respondent respondents will not recommend Myntra to
others.

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5.6 CLASSIFICATION BASED ON RESPONDENT SHOP AT OTHER
THAN MYNTRA
CLASSIFICATION NO.OF PERCENTAGE
RESPNDENTS
FLIPKART 12 23
AMAZON 27 53
NYKAA 8 16
OTHERS 4 8
TOTAL 51 100

PREFER OTHER THAN MYNTRA

8%
24% FLIPKART
16% AMAZON
NYKAA
OTHERS

53%

5.6.1 INTERPRETATION
The table and pie chart shows that out of 55 respondents there are 12 respondents choose
Flipkart, 27 respondents choose Amazon, 8 respondents choose Nykaa, 4 respondents choose
other shopping sites to shop other than Myntra.

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 FINDINGS,
SUGGESTIONS
&
CONCLUSION

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6.1 FINDINGS
6.1.1 SEASONAL OFFERS
As seasonal offer mostly attracts customers to buy products at festival season , making the models
with ethic wear or relevant clothes according to the festival which gives good information about
product and point to the people psychology.
6.1.2 INFLUENCER MARKETING
Promoting the products or promotional (big fashion festival) with the very well-known influencers for
targeting potential customers. Myntra have chosen family sentiment by choosing a very well-known
couple for promoting BIG Fashion Festival for building trust, reach target audience, connect to a
wider market.
6.1.3 SOCIAL MEDIA
To reach most of the customers Myntra frequently add stories and post about the updates like
coupons, new products, specific offer etc. For this post and stories they use influencers to promote
their product.
6.1.4 DIGITAL AD MARKETING
Myntra use paid video YouTube ads for promoting their products. In making of the ad they use best
influencer’s and at the end of the video they add a call-to-action button which will take consumers to
download page of Myntra.
6.1.5 CONTENT MARKETING
Myntra provide content about their products on YouTube in video form, where you can see the top
influencers tell how to use the products in best way. To engage the customer they make the videos in
shorts which is one of the best strategies were customer will get exact information in short time
6.1.6 DIGITAL COSTUMER ENGAGEMENT
Myntra will engage with their costumers at their social media handles. They will reply to all
customers queries by which they can develop the relation between customers. This can build the trust
between them. They provide the exact solution for customer query.
6.1.7 EMAIL MARKETING
Myntra often interact with their customers with the help of emails. They will update all the
promotions, coupons, product tracking, refund tracking etc. Myntra will send personal emails which is
a best strategy to build customer trust. The frequency of the email is best they don’t send all the spam
mails which will reach the spam box.
6.1.8 PRODUCT SEGMENTATION
Myntra will segment their product on the bases of price, according to the gender etc. by segmentation
costumers can easily know what to buy and where to buy exactly by which the conversation rate will
be increased quickly.
6.1.9 SEO / SEM (search engine marketing & search engine marketing)
Myntra will add the best keywords by which when were a costumer search any query about online
shopping google provide Myntra in top 5 suggestion website. Myntra even use paid search engine
optimization, by which when were a costumer search about any query about the about online
shopping an ad will be seen by the costumer’s on google.

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6.1.10 TIME LIMITED OFFERS
Myntra will give a special time bound coupon where we can use the coupon for certain time, which
will attract the customers. It will create a sense of urgency, for the better awareness for this strategy
they use best influencer to support the coupon awareness.
6.1.11 WISHLIST
While shopping in Myntra we can find an option Wishlist along with the add to bag which mainly
have a function of add product to a list to buy later or buy when they are in stock. It will help the
customer to track the product availability and have a list of products to buy later.
6.1.12 MYNTRA STUDIO
Main function of Myntra studio is to provide the exclusive content about the products and inspire the
costumers. The best influencer will promote the product they like and suggest them to the costumers
which the best from to provide the information of the product to the costumers.

6.2 ANALYSIS

1. When we look at percentage of who do online shopping from 55 respondents all 55

respondents said they do online shopping, by which mostly everyone have an idea about
online shopping and do shopping online.
2. Most of the product category bought from 55 respondents is cloths, cloths are the popular and
most selling category in Myntra.
3. Mostly everyone recommends Myntra to other for online shopping, by which ward of mouth
advertising will be increased and Myntra will get more new customers.
4. Amazon is best alternative for Myntra.

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6.3 SUGGESTIONS
 At the time of seasonal offer better to provide information about the brands and given
percentage of offer on particular brand.
 Myntra while post posting story or post on social media by using influencer better to tag the
influencer by which customer can have the information about the influencer by which they
can take suggestions from them.
 In content marketing not only providing the usage about the product in video from better to
provide in text from in about section or comment by which language problem can be
reduced.
 The frequency of the send mail should be appropriate and should be sent according to the
customer personae. Myntra should add the names of the customer in the title of the email
which will make it more personal email by which they can attract customers and make them
to open it, read it and take required action.
 Improve the UI / UX part at the segmentation they should provide the brands under the
budget buying, by which they costumer can have a better idea about what all brands are
included in this budget
 Whenever customer add product in Wishlist which are out of stock , at the time of in stock,
Myntra should send a personal mail about availability of the product kept in the Wishlist.
This can increase the sales.
 Add more varieties in other category other cloths and maintain the varieties in cloths.

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6.4 CONCLUSION
Today, online marketing strategies are critical for customers to learn about products and for
businesses to increase sales, which helps them achieve their goals such as profitability and
survival. Marketing strategies are tools for achieving organizational objectives. Social media
marketing, e-mail marketing, content marketing, and other online marketing strategies assist
consumers in selecting the right products at the right time and at the right price, as well as
providing customers with a clear understanding of the products. Customer satisfaction is one
of the most important factors that must be addressed using various marketing tools and
techniques.
In this section, an attempt is made to comprehend Myntra's use of online marketing strategies
to increase product sales. It can be concluded that Myntra has implemented a variety of
strategies to assist customers and increase product sales in a highly competitive market.

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 APPENDIX

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 7.1 QUESTIONNAIRE
Dear Respondent, I am students from IPE PGDM, Teja kodary currently pursuing my
PGDM. As a part of PGDM I am doing a live project on digital strategies of Myntra. I will be
pleased if you kindly spare few minutes for filling up the google form. Whatever Information
provided by you will be kept confidential used only for the purpose of our study.
Google form link - https://docs.google.com/forms/d/1p-
Lisl81i2ev5W2trvHw4FfJKs_ztSYsspvQJnT_zNA/edit#responses
Gender
 Male
 Female
Do you do online shopping?
 Yes
 No
Did you buy any product from Myntra?
 Yes
 No
What did you buy the most from Myntra?
 Cloths
 Footwear
 Handbags
 Cosmetics
Do you recommend Myntra for your friends and family?
 Yes
 No
Other than Myntra you shop at?
 Flipkart
 Amazon
 Nykaa
 Others

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 WEBLIOGRAPHY

54
J Suresh Reddy published article in India.
https://www.coursehero.com/file/p2c1f88/J-Suresh-Reddy-has-published-article-in-Indian-Journal-of-
Marketing-Title-of/#:~:text=of%2025%20pages.-,J%20Suresh%20Reddy%20has%20published
%20article%20in%20Indian%20Journal%20of,channels%20of%20communication%20and
%20interaction.

Victor Van Valen publishes article “Is your Marketing Smart”

https://www.ipl.org/essay/Literature-Review-Impact-Of-E-Commerce-On-FJ4PAYXY2R

Kingsnorth, S. (2017) Digital Marketing Strategy article

https://scholar.google.co.in/scholar?
q=kingsnorth+s+2017+digital+marketing+strategy&hl=en&as_sdt=0&as_vis=1&oi=scholart

Top 10 adv of influencer marketing

http://www.themarketingsage.com/10-benefits-of-influencer-marketing/

Product segmentation
https://www.profitwell.com

Limited Time Offer

https://www.optimonk.com/limited-time-offers/

Wishlist
https://www.metrilo.com/

Myntra Studio
https://www.missmalini.com/2020/04/17/myntra-launches-myntra-studio-to-facilitate-a-wholesome-
shopping-experience

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