Post Graduate Programme in Management

Batch:2021-23

Digital Marketing

Title of Submission:
Myntra

For Group submission

Group 8
Team Members
Mohit Verma 2101100
Nitin Ankur Minj 2101103
Mohamed Surfaraz 2101098
Vivek Ambh 2101127
Kalyani 2101165
Company Selected: Myntra

Myntra is India’s leading e-commerce company committed to making fashion

and lifestyle products accessible to everyone. They focus on solutions that
disrupt the ordinary and help make the world a happier, more fashionable place.
The company is constantly evolving into newer and better forms. From the
beginnings as a customization company in 2007 to being technology and
fashion pioneers today, Myntra is going places.

Topic:
 Develop consumer persona(s) and trace the customer journey map(s) for
the selected brand. Identify moments of truth across the journey. For each
touch point in the customer journey map, identify the content, evaluate
and recommend improvement in the same.

Scope
 Provide an overview of the industry, the company and its competitors.
 To understand the importance of relevant content to a consumer
 The evolution of the online buyer over the years
 Analyse the various factors at play in a consumer’s decision to opt for
online clothing
 Difference in the consumer journeys leading to the physical and online
mode clothing purchase
Proposed methodology

Data collection:
The modes of data collection we propose to use are through secondary research

2.2.2 Secondary data:

Secondary data is collected from already existing sources in various
organization broachers & records.
Secondary data for the study were collected from the magazines, websites &
other previous studies. To meet
the objectives, the study used qualitative research. The descriptive study
was done through review of
existing literature that helped in validation and extraction of the important
variables and factors. Data was
collected from secondary sources. Secondary sources were magazines, websites,
books, office executives,
and company data
2.2.2 Secondary data:
Secondary data is collected from already existing sources in various
organization broachers & records.
Secondary data for the study were collected from the magazines, websites &
other previous studies. To meet
the objectives, the study used qualitative research. The descriptive study
was done through review of
existing literature that helped in validation and extraction of the important
variables and factors. Data was
collected from secondary sources. Secondary sources were magazines, websites,
books, office executives,
and company data
Secondary data: Secondary data will be collected from already existing
sources in various websites, records, magazines, websites & other previous
studies. To complete the objectives qualitative research will be undertaken.

Expected contribution
 Identification of need gaps, pain points in the consumer journey
 Identifying content to target specific segments of consumers
 Comparing the content relevancy,quality of rival brands with myntra to
suggest potential improvements to the website
 Improving the web traffic to the website by attracting new customers
through effective digital visibility