EXECUTIVE SUMMARY

A firm grows by gaining customers through implementation of different Marketing Strategies

through selling its products or services. Growth of a business is critical for every business
success. Marketing considers the choice of policies aimed at improving the competitive position
of the firm, taking into account challenges and opportunities in the competitive environment.
Marketing strategies may differ depending on type of business. The present paper reveals about
the various Marketing Strategies applied by online shopping companies Flipkart and Amazon
India that aimed at increased registered customers and sales.

Keywords: Marketing Strategies, Online Marketing, Segmentation, Promotions, Flipkart,

Amazon India

Marketing strategy can be considered as the long-term and forward-looking approach. Marketing
strategy is a business plan for reaching target people and converting them as customers to
purchase the product or service provided.

"The marketing strategy lays out target markets and the value proposition that will be offered
based on an analysis of the best market opportunities." (Philip Kotler & Kevin Keller)

Marketing strategy of online shopping companies aims at Market development, which is aimed at
registering new customers and selling products to customers to build a new clientele base.
Marketing strategy of an organization consists the organization’s value proposition, information
about the target customer, key marketing messages and other high-level elements etc. Companies
are concerned with identifying the business opportunities that are likely to be successful.

In India many of the online shopping companies had faced government regulations issues
like 26% FDI was allowed earlier that has been increased to 100% in budget of 2016-17. This
change in the government regulations led to increased entry of online shopping companies like
Amazon, Alibaba, Ebay, Snapdeal and various other start-ups in their expansion and further
penetration in the current market.

Experts tracking e-commerce say, the overall online retail market is expected to expand
during the festive season sale. The Gross sales or gross merchandise value across online retailers
may reach billions during the festive period through various Marketing Strategies. Amazon and
Flipkart spent crores of rupees on marketing and branding campaigns, as part of their broader
strategies to attract new customers. Cost resulted in higher burn rates which in turn forced them,
particularly Flipkart, to take a fresh look at their overall marketing strategy. The digital
marketing by Flipkart and Amazon with the sale events like the Big Billion Days and Great
Indian Festival has increased the sales significantly.
Experts say that E-Commerce Industry will be still growing 35%. Customers will not only buy
phones and fashion items but also other products. In India Amazon has 65% of its sales from
metropolitan cities and not only this Amazon is going for small cities to increase its sales. When
compared to Amazon, presently Flipkart has Private Label Brands including electronic
Accessories, Furniture, Large Appliances and Staples etc that could record a 15%-20% sales
volume in upcoming years. According to survey by the CounterPoint Research, Flipkart and
Amazon. in has covered 87% of Smartphone market share in 2017.An Analysis conducted by
RedSeer in Bangalore has presented the following information about usage of various media for
promotions like social media, News papers, Television, Friends, Offline channels etc. About the
sale events like the Big Billion Days and Great Indian Festival conducted by Flipkart and
Amazon during Festive seasons.
 CHAPTER: 1
INTRODUCTION

India’s e-commerce sector is currently estimated to be worth around $25 billion. It is

expected to grow $200 billion over the next 10 years.E-commerce websites like Flipkart
and Amazon have made life so easy for the consumers, as with the help of one click a
person can purchase whatever he wants to buy on discount from home, office or
anywhere you just name it without even going to the actual store and get the product
delivered at his/her doorstep. India’s e-commerce sector is currently estimated to be
worth around $25 billion. It is expected to grow $200 billion over the next 10 years.
Ecommerce websites like Flipkart and Amazon have made life so easy for the
consumers, as with the help of one click a person can purchase whatever he wants to
buy on discount from home, office or anywhere Online shopping has become a popular
way of shopping for consumers. This new innovation for shopping not only brings a
great number and variety of merchandise to potential consumers, but also offers a
numerous business activities and huge market. Social media is no longer known only as
a media that facilitates its users to present themselves on the internet but also as media
to sell some products to consumers known as an online shop. Because of the numerous
advantages and benefits, more people say that they prefer online shopping over
conventional shopping these days (Singh & Kashyap, 2007). Online shopping or
marketing via internet is the use of technology (computer) for better marketing
production. Online shop on Instagram now develops its function along the updated and
the increase of people’s needs. Companies that sell stuffs such as clothes, makeup,
shoes, have learned to use the recent technologies like Instagram in order to be able to
reach the potential buyer since almost everyone uses social media these days. Over
these past years E-commerce has developed very fast because of many advantages
related to buying on internet because of easier transaction and lower cost as compared
to other types of shopping. Through online shopping everyone can buy faster, have more
alternatives and can order various product or services with lower price.
 INDUSTRY PROFILE

AMAZON:

Amazon.com, Inc. engages in the retail sale of consumer products and subscriptions in North
America and internationally. The company operates through three segments: North America,
International, and Amazon Web Services (AWS). It sells merchandise and content purchased for
resale from third-party sellers through physical and online stores. The company also
manufactures and sells electronic devices, including Kindle, Fire tablets, Fire TVs, Rings, and
Echo and other devices; provides Kindle Direct Publishing, an online service that allows
independent authors and publishers to make their books available in the Kindle Store; and
develops and produces media content. In addition, it offers programs that enable sellers to sell
their products on its websites, as well as its stores; and programs that allow authors, musicians,
filmmakers, skill and app developers, and others to publish and sell content. Further, the
company provides compute, storage, database, analytics, machine learning, and other services, as
well as fulfillment, advertising, publishing, and digital content subscriptions. Additionally, it
offers Amazon Prime, a membership program, which provides free shipping of various items;
access to streaming of movies and TV episodes; and other services. The company serves
consumers, sellers, developers, enterprises, and content creators. Amazon.com, Inc. was founded
in 1994 and is headquartered in Seattle, Washington.

FLIPKART:

Founded in October 2007, Flipkart is one of India’s leading e-commerce marketplaces, with
headquarters in Bengaluru. Flipkart was founded by Sachin Bansal and Binny Bansal and the
company initially started as an online book store. Later, as the company’s popularity grew, it
also started selling other items such as music, movies and mobile phones. As the e-commerce
revolution gained momentum in India, Flipkart grew at an accelerated pace and added several
new product ranges in its portfolio. As of now, the company offers more than 80 million
products spread across more than 80 categories such as mobile phones & accessories, computers
and accessories, laptops, books and e-books, home appliances, electronic goods, clothes and
accessories, sports and fitness, baby care, games and toys, jewelry, footwear, etc.

COMPANY PROFILE

FLIPKART:

Flipkart was originally started as an online book store in October 2007. To start Flipkart, the founders
Sachin Bansal and Binny Bansal left their jobs at Amazon and took a huge risk to start a venture of
their own. When the founders thought of starting Flipkart as a company the market at that time was
not so much vibrant and was not adapted to the e-commerce sector that much. This means e-
commerce in India was mostly non-existent at that time and there was no certainty about its future.
Still, the Bansals decided to take this risk and now it has turned out to be a huge success. One of the
major problems that Flipkart tackled during its initial years was online payments because at that time,
people in India were averse to make online payments to a virtual store, due to fear of frauds and loss
of money. To deal with this issue, Flipkart launched its „Cash on Delivery‟ service, which helped to
build confidence among online buyers. It also made significant efforts to improve the supply chain
system, which helped the company to ensure timely delivery

AMAZON:

Amazon.com began as a bookstore, and becomes a store for almost all products. Its website still
offers millions of books, as well as other media, home furnishings, clothing, pet supplies, office
products, health and beauty, jewelry, consumer electronics, software, lawn and patio, grocery,
automotive products and hundreds of other product categories. In terms of electronics, Amazon
manufactures and sells electronic devices, including Kindle, Fire tablet, Fire TV, Echo, Ring,
and other devices, and develops and produces media content. The company is also the dominant
cloud services provider (through Amazon Web Services, or AWS), an influential entertainment
company through its video streaming operations, a force to be reckoned with in grocery with its
ownership of natural foods chain Whole Foods, and a leader in digital personal assistant devices
with Alexa and its Echo product line. Amazon.com, Inc. was incorporated in 1994 in the state of
Washington and reincorporated in 1996 in the state of Delaware.

HISTORY OF THE ORGANISATION:

Vrender, 2019: Day-by-day taste, preference and choices are varying regarding different factors
such as the Internet emergence. However, this development needs some more understanding
related to the consumer’s behavior. Consumer behavior research identifies a general model of
buying behavior that depicts the processes used by consumers in making a purchase decision

Haque et al., 2018: However, brand image and quality of products, goodwill of country of origin
also influence significantly on purchase intention of online products

Huseynov and Yıldırım 2017: emphasized that the lack of physical interaction tends to be the
critical impediment in online retail sales followed by the privacy of individual information and
security of financial transactions over the Internet.

D.k.gangeshwar. 2016: E-commerce or internet marketing: a business review from Indian

context”, international journal of u and e service, science and technology Concluded that the e
commerce has a very bright future in India although security privacy and dependency on
technology are some of the drawbacks of e-commerce

Sabbir Rahman, 2015 : In China, online shopping intention depends on consumers‟ age,
income, and education as well as marital status most importantly their perceived usefulness
Samadi and ali,2014: The e-commerce portals provide goods and services in a variety of
categories, To name a few apparel and accessories for men and women, health and beauty
products, books and magazines. Computers and peripherals, vehicles, software, consumer
electronics, household appliances, jewelry, audio, video, entertainment, goods, gift articles, real
estate and services.

Francis,2013:Internet became powerful and basic tool for every persons need and the way
people work by integrating various online information management tools using internet.

Abhijitmitra,2012: “e-commerce in India-a review, international journal of marketing,

financial services & management research. Concluded that the e commerce has broken the
geographical limitations and it is a revolution-commerce will improve tremendously in next five
years in India.

Mahfuz,2011:Consumer attitudes toward online shopping usually been determined by two

factors; one is trust, and another is perceived benefits. Therefore,trust and perceived benefits
seem to be the critical conjectures of consumer behavior toward online shopping.

Broderick,2010: emphasized that the lack of physical interaction tends to be the critical
impediment in online retail sales followed by the privacy of individual information and security
of financial transactions over the Internet.

Demangeot,2009: also revealed that perceived ease of use does not affect the behavioral pattern
in this case rather influenced by security and privacy issues. No relationship is built between the
customer and the online shop in the presence of perceived online risk even if a customer spent
hours on the Internet.

Xia and Monroe,2008: their study resulted that consumers with a shopping goal are more
responsive towards promotional messages such as “pay less” and “discount” while consumers
without shopping goal are responsive towards promotional messages such as “save more” and
“free gift.

Monroe,2007: that price promotion have several benefits such as to increase demand, adjust
fluctuations in supply and demand, and increasing consumers‟ purchasing over time.

Gao and xie,2006: it is important for e-tailers to provide varied types of merchandise and
preferential price because customer satisfaction is still based on product price and product
variety; to create competitive advantage, small e-tailers should offer more product choices for the
consumers and offer competitive prices.

Jiang and Rosenbloom,2005: e-tailers can use charges for shipping and handling as a tool to
attract patronage by matching consumers‟ delivery needs; for example, some consumers who
would prefer a quick delivery will have to pay higher cost while others may prefer to wait if they
pay lower shipping and handling charges.

Miyazaki and Fernandez (2004): substantiated that the prior experience was found to affect the
intention and behavior significantly and in a variety of ways. The results of this study imply that
the technology acceptance model should be applied to electronic commerce research with
caution. In order to develop a successful and profitable web shop, understanding customers'
needs is essential. It has to be ensured that products are as cheap in a web shop as purchased
from traditional channels.

Sharma and Mittal (2003): in their study "prospects of e-commerce in India", mentions that
India is showing tremendous growth in thee-commerce Undoubtedly, with the middle class of
288 million people, online shopping shows unlimited potential in India. The real estate costs are
touching the sky. Today e commerce has become an integral part of our daily life. There are
websites providing any number of goods and services.The e-commerce portals provide goods and
services in a variety of categories. To name a few: apparel and accessories for men and women,
health and beauty products, books and magazines, computers and peripherals, vehicles, software,
consumer electronics, household appliances, jewelry, audio, video, entertainment, goods, gift
articles, real estate and services.

Samadi and ali (2002): compared the perceived risk level between internet and store shopping,
and revisit the relationships among past positive experience, perceived risk level, and future
purchase intention within the internet shopping environment.

Abhijit mitra. (2001): "e-commerce in India-a review", international journal of marketing,

financial services & management research. Concluded that the e-commerce has broken.the
geographical limitations and it is revolution-commerce will improve tremendously in next five
years in India

Martin dodge. (2000): "finding the source of Amazon.com: examining the hype of the earth's
biggest book store", center for advanced spatial analysis. Concluded that Amazon.com has been
one of the most promising e-commerce companies and has grown rapidly by providing quality
service. Vijay govindarajan is one of the world's leading experts on strategy and innovation.
 SWOT ANALYSIS OF THE ORGANIZATION:

AMAZON:

Strengths

 Being the world’s leading online retailer, Amazon derives its strengths primarily from a
three-pronged strategic thrust on cost leadership, differentiation, and focus. This strategy
has resulted in the company reaping the gains from this course of action and has helped its
shareholders derive value from the company.
 Amazon primarily derives its competitive advantage from leveraging IT (Information
Technology) and its use of e-Commerce as a scalable and an easy to ramp up platform
that ensures that the company is well ahead of its competitors.
 One of the key strengths of Amazon is that it enjoys top of the mind recall from
consumers globally and this recognition has helped it enter new markets, which were
hitherto out of bounds for many e-Commerce companies.
 Using superior logistics and distribution systems, the company has been able to actualize
better customer fulfillment and this has resulted in Amazon deriving competitive
advantage over its rivals.

Weaknesses

 In recent years, Amazon as part of its diversification strategy has been “spreading itself
too thin” meaning that it has allowed its focus to waver from its core competence of
retailing books online and allowed itself to venture into newer focus areas. While this
might be a good strategy from the risk diversification perspective, Amazon has to be
cognizant of losing its strategic advantage as it moves away from its core competence.
 As Amazon offers free shipping to its customers, it is in the danger of losing its margins
and hence, might not be able to optimize on costs because of this strategy.
 Considering the fact that Amazon is an online only retailer, the single-minded focus on
online retailing might “come in the way” of its expansion plans particularly in emerging
markets.
 One of the biggest weaknesses and something that has been oft commented upon by
analysts and industry experts is that Amazon operates in near zero margin business
models that have severely dented its profitability and even though the company has high
volumes and huge revenues, this has not translated into meaningful profits for the
company.
Opportunities

 By rolling out its online payment system, Amazon has the opportunity to scale up
considerably considering the fact that concerns over online shopping as far as security and
privacy are concerned are among the topmost issues on the minds of consumers. Further,
this would improve the company’s margins as it lets it reap the advantages of using its
own payment gateway.
 Another opportunity, which Amazon can capitalize on, relates to it rolling out more
products under its own brand instead of being a forwarding site for third party products.

In other words, it can increase the number of products under its own brand instead of
merely selling and stocking products made by its partners.

 Amazon can increase the portfolio of its offerings wherein it stocks more products than
the norm currently which places it in a position of strength and comfort as this can
translate into higher revenues.
 The fourth opportunity, which Amazon has, is in terms of expanding its global footprint
and open more sites in the emerging markets, which would certainly give it an edge in the
uber-competitive online retailing market.

Threats

 One of the biggest threats to Amazon’s success is the increasing concern over online
shopping because of identity theft and hacking which leaves its consumer data exposed.
Therefore, Amazon has to move quickly to allay consumer concerns over its site and
ensure that online privacy and security are guaranteed.
 Because of its aggressive pricing strategies, the company has had to face lawsuits from
publishers and rivals in the retailing industry.

The obsessive focus on cost leadership that Amazon follows has become a source of
trouble for the company because of the competitors being upset with Amazon taking
away the business from them.

 Finally, Amazon faces significant competition from local online retailers who are more
agile and nimble when compared to its behemoth type of strategy. This means that the
company cannot lose sight of its local market conditions in the pursuit of its global
strategy.
FLIPKART:

Strength:

 Large Company: Flipkart is India’s largest e-commerce company, with a GMV (gross
merchandise value) of $1 billion.
 Market Share: Flipkart has a market share of 39.5%.
 Financials: Flipkart has annual revenue of 6.1 billion US Dollars.
 Financial Support from Wal-Mart: Flipkart has 77% stake in Wal-Mart a global retail giant.
Whose Prior experience in the E-commerce industry aided the founders in strategizing and
differentiating their business in a highly competitive market.
 Acquisitions: The Company’s series of acquisitions, including chakpak.com, weread.com,
Letsbuy.co, Mine360, and Myntra, has assisted the company in its expansion into the E-
commerce space by leveraging the capabilities and existing resources of acquired companies.
 High brand recall: Flipkart has established itself as a renowned E-commerce company in
India through television advertisements, online branding, and its presence on social media
platforms. Brand activities such as the “Big billion day” have significantly increased the
company’s brand recall.
 Own Payment Gateway & Logistics Arm: Having its own Logistics arm is advantageous.
The company has been able to control its expenses through E-kart and the payment gateway
Payzippy. As a result, the benefits are passed on to the end users.
 Exclusive and broad product range: Having exclusive rights to launch some products, such
as Motorola Mobiles, Xiaomi Mobiles, Oppo, Vivo, and personal designers segments in the
garments category, has helped the company differentiate and localise its offerings.
 Brand Portfolio: Flipkart has built a strong portfolio of brands. The SWOT analysis of
Flipkart clearly confirms this element. This organization’s brand portfolio can be extremely
useful for them if they want to enter new product lines.
 Launch New Products: Highly regarded when it comes to launching the new products.
 Good ROI: Flipkart is relatively successful at the execution of new projects and it generates
good profits through its existing business. Company is generating good Return on its
investments.
 Good Promotional Income: Flipkart charge extra for promoting products of its seller. This
model always is beneficial for the company.
 Large Employee Base: Flipkart has an employee base of 30,000+ employees.
 Good Training and Development Programmes for its Employees: High level personal
skills can be acquired through training and development programmes. Flipkart is providing
continuous training and development of its employees resulting in an enthusiastic and
motivated team.

Weakness:

 Limited Distribution: Flipkart has a limited distribution channel reach, despite the fact that its
logistics arm has kept costs low. This is a weakness for the company, as it has limited reach.
Because of the use of outsourcing, global giants such as Amazon and eBay are able to deliver
their products to any location in the country. Flipkart, on the other hand, is still struggling in this
area.
 Cost of Acquisition: Because Flipkart acquires a large number of customers through online
advertising, the cost of acquisition is high due to stiff competition in the market and low customer
retention. According to Flipkart data, the company spends R.s 400/- on average to acquire a new
customer.
 Buyers hold the power: Because this industry is flooded with a large number of players, buyers
have a large number of options from which to choose. Customers save money on switching costs
because they can easily switch from one online retail company to another. The same products will
be displayed across multiple online retail websites. Product differentiation is almost non-existent,
so the battle is fought solely on the basis of price.

Opportunities:

 Business expansion: By focusing on other emerging markets, a company can increase its
revenues while also benefiting from economies of scale.
 Expanding product categories: This will increase their customer base while decreasing the
cost of acquisition and customer switch.
 The changing mentality of Indian customers: As an increasing number of customers
become more comfortable with online shopping, as well as an increase in the number of
Internet users in India, there is tremendous opportunity in this industry.
 Supply chain: By optimising their supply chain, they can compete with the other players and
manage the sales that are lost as a result of not being able to make the product available due to
delivery constraints.
 Establishing operations in other developing economies: Similar to Amazon, Flipkart can
gradually begin to expand its operations outside of India and establish operations in other
countries as well, which will aid in the growth of its revenues.
 Consumer Behaviour: The new trends in consumer behaviour will open up new opportunities
for Flipkart. This has given a great opportunity for the organisation to expand revenue streams
and to diversify into new product categories.

Threats:

 Intense Competition: There is fierce competition from global players such as Amazon and
eBay, as well as local players such as Snapdeal, Tolexo, and Shopclues, who are constantly
attempting to take market share away from one another.
 Government Regulations: The government’s regulations on issues such as foreign direct
investment (FDI) in multi-brand retail have posed a significant barrier to the growth of the E-
commerce industry in India.
 CHAPTER: 2

IMPORTANCE AND SIGNIFICANCE OF STUDY

1. Collection of Products

Both of these e-commerce websites include a sizable product selection. Flipkart may have a little
advantage due to its longevity. Both websites provide a diverse range of products, including
electronics, computers, apparel, sports, health, and cosmetics, as well as books and tools. Their
breadth and variety of items are suitable for every category, allowing the user to select from a
diverse selection of possibilities. Thus, Amazon and Flipkart are neck and neck in product
collections.

2. User Interface

While both sites have essentially almost identical front-end user interfaces, the user experience
on Flipkart when ordering, checking out, and making a payment is far simpler than on Amazon.
But Amazon is more clear, practical, and user friendly, and because it lacks the gimmicks that
Flipkart has, the site is quicker and lighter. Amazon’s graphical user interface is clutter-free and
welcoming, which improves the customer experience. Therefore, it can fit more results on a
single page because each result is smaller, which isn’t the case with Flipkart.

3. Delivery & shipping

Both Amazon and Flipkart have their courier services for goods delivery. Flipkart uses Ekart as
its delivery service, while Amazon utilizes ATS (Amazon Transportation Services). The courier
service used by these e-commerce businesses is practically identical in terms of quality and
reliability.

4. Customer care

When it comes to offering superior customer service, Amazon has a leg up on Flipkart. Customer
care representatives at Amazon respond immediately to your calls and make every effort to
resolve your issues as quickly as possible. On the other hand, Flipkart receives several complaints
regarding its customer support representatives, who frequently attempt to avoid resolving your
difficulties.

5. Payment Methods

Both Amazon and Flipkart accept payments via a variety of options, including Internet Banking,
Gift Cards, Cash on Delivery, and Wallet. Both platforms also support credit/debit card payments
via Visa, MasterCard, Maestro, and American Express.
Flipkart offers a credit borrowing option called Flipkart Pay Later, enabling selected customers to
get credit and check out items without submitting payment information. Amazon, too, has a
comparable payment option called Amazon Pay EMI, which gives easy access to credit for online
shopping.

6. Value Added Services

Certain products on Amazon are offered as Gifts, which means Amazon will package the product
as a gift along with a gift note written by you to the recipient. This feature, however, is not
available on Flipkart.

Online subscriptions such as Amazon Prime and Flipkart Plus have exploded in popularity as the
internet’s reach grows at a breakneck pace. Both Flipkart and Amazon now offer their customers
subscription models, charging a yearly fee for the option of accessing additional services and
advantages.
 CHAPTER: 3
OBJECTIVES OF THE STUDY

Objectives:

1.The goal of this study is to get insight into and make educated predictions about the preferences
of Vadodara’s when it comes to shopping online.

2.Determine how youths in Vadodararate and review e-commerce businesses.

3.The goal is to learn how Amazon and Flipkart operate in India.

4.With the goal of better understanding the challenges faced by both e-commerce companies
andtheir respective

clientele.

5.I need to identify the factors that influence Gen Z consumers' perception of a brand's value in
the city of

Vadodara.

6.Employing user-generated contentas a technique for increasing consumer brand loyalty.

 CHAPTER: 4
COMPANY AND MARKETING STRATEGY

Flipkart Marketing Strategy

Now discuss the thing for which you have clicked on this article, Flipkart marketing strategy. We
will share the complete marketing strategy of Flipkart. We have divided their strategies into small
parts for your better understanding. Let’s begin.

1) Flipkart Kids Ad Campaigns

This was one of the most successful advertising campaigns of Flipkart. I am sure you have seen
these kids in ads. Flipkart still uses this marketing strategy in its new ad campaigns.
A few years back, Flipkart wants to build trust among consumers. That’s why they have chosen
kids in their ads. Humans are emotionally connected to kids and subconsciously we believe kids
say the truth.

This type of campaign was not prepared in the history of Indian advertising. It was an out of the
box idea and people loved it.

2) Flipkart’s Big Billion-Day Marketing Strategy

Every year Flipkart launches a Big Billion-day sale where products are offered at very cheap
prices. This reduces the customer acquisition cost of Flipkart and also they get free word of
mouth publicity. As you can see, they bring Bollywood stars in their ads to build trust. Today,
there are many Indians who trust Flipkart more than Amazon.

These sales are launched during the festive season. Both big brands Amazon and Flipkart sell
products at cheap prices and ultimately the customer wins. In my opinion, this is an amazing
marketing strategy of Flipkart.
3) Flipkart SmartBuy Marketing Strategy

Flipkart is a marketplace where sellers come and sell their products. Flipkart has the all data of
their best-selling products. The products which sell well, Flipkart starts selling from their brand
name “Smartbuy”.
The products are of good quality at affordable prices. The best thing is these products are not
available anywhere else except Flipkart. Smartbuy products have a separate fan base. Launching
Smartbuy was a marketing strategy of Flipkart which did well.

4) Digital Marketing Strategy of Flipkart

Flipkart uses some great digital marketing strategies. Read below to know about all of them.

1) SEO Strategy of Flipkart

 Flipkart gets a monthly organic traffic of 241.3M visitors. The website has 86.9M
backlinks. The majority of its traffic comes from India. The website’s major traffic comes
from branded queries like Flipkart, Flipkart customer care, etc.

 Keywords

 Flipkart has smartly used keywords on its website. Their homepage title includes the most
profitable keywords. When somebody searches for these keywords the website comes at
the top.

 They have also included keywords in the “Keyword meta tag”. Although, Google gives
very less importance to this meta keyword tag. They also smartly used their product
keywords in URLs so that whenever somebody searches for the product, Google will
show it.

 2) Social Media Marketing Strategy of Flipkart

Facebook 9,818,074 Likes

Flipkart 3.3M Followers

Twitter 2.8M Followers

 YouTube 694K Subscribers

This is the image of Flipkart’s recent Facebook post. They try to create posts that you can
relate to. Audience engagement is very important nowadays. We can easily relate to this kind
of WhatsApp screenshot. Many times, we have also faced the same situation.

 3) Flipkart Marketing Strategy on YouTube

 Flipkart has more than six lakh subscribers on YouTube. Generally, they upload
promotional videos over there. They use celebrities in their promotional videos to build
trust among consumers. Indian audiences love two things – Bollywood and Cricket. From
Bollywood, they bring actors like Ranbeer Kapoor and Alia Bhatt. From cricket, they
bring M.S. Dhoni.

Amazon marketing Strategies:

Amazon looks at the "marketing mix" of a company or brand, which comprises the 4Ps -

1. Product

2. Price

3. Place

4. Promotion

Here is a comprehensive explanation of each factor's function.

Product

Amazon used only to sell books online, but now it sells millions of different products in many
categories. Shoes, jewelry, clothes, toys, home and kitchen appliances, electronics, books, the
great outdoors, sports, car accessories, and works of art are some of the most popular products.
Amazon sells goods from small businesses and shops but promotes its brand, Amazon Basics.
Price

A company can price its products in several different ways. Here are some to remember:

 Cost-plus pricing

 Value pricing

 Competitor pricing

 Price discrimination

Amazon often uses a pricing strategy called "competitive pricing," in which it looks at the prices
of its competitors and bases its prices on those. It helps keep costs low and gives customers a lot
of choices.

Amazon also uses the following methods to set prices:

 Promotional pricing

 Behavioral pricing

Amazon can change its products daily because of how it runs its business. This is its best feature,
making it hard for other companies to compete with Amazon.

3. Place

Amazon's online store has grown over the past few years in many parts of the world. Millions of
products are now more accessible to customers worldwide to get. Even if you live in a remote
part of the world, you can get packages quickly from Amazon. Part of the company's success
comes from the fact that it ships fast and has fulfillment hubs.

4. Promotion

When it comes to marketing, Amazon knows how important communication is. It uses a lot of
different kinds of advertising to reach people who might buy or use its products. Amazon has a
lot of sales and discounts, which is a great way to build its brand. It has regular ads on websites,
newspapers, TV, billboards, and social media, among other places. There are also affiliate sites
that work with Amazon.
 CHAPTER:5

METHODOLOGY AND DATA ANALYSIS

NEED FOR STUDY:

Research methodology is mainly needed for the purpose of framing the research process and the
designs and tools that are to be used for the project purpose. Research methodology helps to find
the customer experience base for the product. This time research methodology is framed for the
purpose of finding the level of customer satisfaction and changing trends of the customer
expectations.

SCOPE OF THE STUDY:

The research measures the experiences of customers.

* Defines and analyses the experiences based on key deliverables.

* Gains insights into Customer expectations.

* Customer experience is how customers engage with company and brand throughout

the entire arc of being a customer.

OBJECTIVES OF THE STUDY:

This project is designed mainly to compare and analysis the marketing strategies of flipkart and
amazon.

3.3.1 PRIMARY OBJECTIVE:

A COMAPARATIVE STUDY AND MARKETINGSTRATEGIES OF FLIPKART AND

AMAZON.

3.3.2 SECONDARY OBJECTIVES:

*To understand and estimate the consumer perception and factors affecting their behavior for
choosing e-commerce sites.

*To understand tactics and methods that are used by e-commerce players to grab the customers
in India.

*To know how consumers are evaluating e-commerce sites for their purchases.

*To understand the work flow of Amazon and flipkart which are leading in India.

RESEARCH DESIGN:

1. DESCRIPTIVE RESEARCH DESIGN

Descriptive research is a study designed to depict the participants in an accurate way. More
simply put, descriptive research is all about describing people who take part in the study.
SOURCES OF DATA:

DATA COLLECTION IS THE TERM USED TO DESCRIBE A PROCESS OF

PREPARING AND COLLECTING DATA.

STUCTURE OF QUESTIONNAIRE:

Questionnaire was divided into two sections. First part was designed to know the general
information about customers and the second part contained the respondent’s opinions about
customer’s experience.

SAMPLING TECHNIQUE

1. Convenience sampling method:

A convenience sample is one of the main types of non-probability sampling methods. A

convenience sample is made up of people who are easy to reach.

PERIOD OF STUDY:

The duration of study is from January 2021 to march 2021,which is a three months of study.
 DATA ANALYSIS AND INTERPRETATION
PERCENTAGE ANALYSIS

Table .1: Gender of the respondents

S.NO PARTICULAR RESPONDENTS PERCENTAGE

1 MALE 110 73.3

2 FEMALE 40 26.6

TOTA
L 150 100

Source: Primary data.

120

100

80

60

MALE
40

FEMALE

20

0 RESPONDANTS PERCENTAGE
Table 1: Gender of the respondents

Interpretation

From the above table it is interpreted that the number of male respondent is 73.3% and female
respondent is 26.6%.

Inference

Majority (73.3%) of the respondents are Male.

Table 2: Marital status of the respondents

S.NO PARTICULAR RESPONDENTS PERCENTAGE

1 MARRIED 25 16.6

2 UNMARRIED 125 83.3

TOTAL 150 100

Source: Primary data.

 14
0

12
0

10
0

80 MARRIED

UNMARRIED
60

40

20
RESPONDANTS PERCENTAGE

Chart 2: Marital status of the respondents

Interpretation

From the above table it is interpreted that the number of married respondent is 16.6% and
unmarried respondent is 83.3%.
Inference

Majority (83.3%) of the respondents are unmarried.

Table .3: Age of the respondents

S.NO PARTICULARS RESPONDENTS PERCENTAGE

1 18-26 70 46.6

2 26-34 60 40

3 34-42 18 12

4 42+ 2 1.3

TOTAL 150 100

Source: Primary data.

 Chart Title

160

140

120

100

PARTICULAR
80
RESPONDENTS
60
PERCENTAGE
40

20

1 2 3 4 TOTAL

Chart 4.1.3: Age of the respondents

Interpretation

From the above table it is interpreted that the number of respondents between 18 to 26 age of
respondents are 46.6%, between 26 to 34 age of respondents are 40%, between 34 to 42 age of
respondents are 12%, 42 above age of respondents are 1.3%.
Inference

Majority (46.6%) of the respondents are age between 18 to 26 years.

Table.4: Most preferred online sites

S.NO PARTICULARS RESPONDENTS PERCENTAGE

1 flipkart 85 56.6

2 amazon 35 23.3

3 myntra 18 12

4 ajio 12 8

TOTAL 150 100

Source: Primary data.

22
 9
0

8
0

7
0

6
0
RESPONDENTS

5
0 PERCENTAGE

4
0

3
0

2
0

1
0

0
flipkart amazon myntra ajio

Chart 4: Preferred the vehicle model of the respondents

Interpretation

From the above table it is interpreted that the number of respondents preferred 56.6% in flipkart,
23.3% in amazon, 12% in myntra, 8% in ajio, 8%

Inference

Majority (56.6%) of the respondents prefer Flipkart.

Table 5: mode of payments

S.NO PARTICULARS RESPONDENTS PERCENTAGE

1 debit 40 26.6

2 credit 55 36.6

3 cod 35 23.3

4 Third party 20 13.3

TOTAL 150 100

Source: Primary data.

6
0

5
0

4
0

PARTICULARS

3
0 RESPONDENTS

2
0

1
0

debit credit cod Third party

Chart 5: Preferred the vehicle model of the respondents

Interpretation

From the above table it is interpreted that the number of respondents preferred 26.6% in debit,
36.6%% in credit,23.3% in cod and 13.3% in third party.

Inference

Majority (36.6%) of the respondents prefer credit.

Table.6: Impact of promotional activites

S.NO PARTICULARS RESPONDENTS PERCENTAGE

1 strongly agree 20 13.3

2 agree 80 53.3

3 disagree 43 28.6

4 neither agree
nor disagree 7 4.6

TOTAL 150 100

Source: Primary data.

9
0

8
0

7
0

6
0
RESPONDENTS

5
0 PERCENTAGE

4
0

3
0

2
0

1
0

0
strongly agree agree disagree neither agree nor

disagree
Chart 6: : Impact of promotional activites

Interpretation

From the above table it is interpreted that the number of respondents strongly agree
13.3%,53.3% agree,28.6% disagree and 4.6% neither agree nor disagree.

Inference

Majority (53.3) of the respondents agree.

Table 7 problems facing while online shopping

S.NO PARTICULARS RESPONDENTS PERCENTAGE

1 Product quality 69 46

2 Delay in delivery 13 8.6

3 Damage products 42 28

4 Lack of

interaction 26 17.3

TOTAL 150 100

Source: Primary data.

8
0

7
0

6
0

5
0 RESPONDENTS

4 PERCENTAGE
0

3
0

2
0

1
0

Product qualityDelay in delivery Damage products Lack of interaction

Chart 7: problems facing while online shopping

Interpretation

From the above table it is interpreted that the number of respondents faced problems 46% in
product quality,8.6% in delay,28% in damage and 17.3% in lack of interaction.

Inference

Majority (46%) of the respondents faced problem in the products quality.

Table 8:How confidential is your personal information.

S.NO

PARTICULARS RESPONDENTS PERCENTAGE

1 Extremely 90

confident 60

2 Quite confident

55 36.6

3 Not at all

confident 5 3.3

TOTAL 150 100

Source: Primary data

10
0

9
0

8
0

7
0
RESPONDENTS
6
0
PERCENTAGE

5
0

4
0

3
0

20

1
0

0
Extremely Quite confident Not at all

confident confident
 Chart 8: How confidential is your personal information.

Interpretation:

From the above table it is interpreted that the number of respondents 60% are extremely
confident,36.6 are quite confident and 3.3 are not at all confident.

Inference:

Majority(60%)are extremely confident.

Table .9: most satisfied online sites

S.NO PARTICULARS RESPONDENTS PERCENTAGE

1 Flipkart 63 42

2 Amazon 87 58

TOTAL 150 100

Source: Primary data.

 100

90

80

70

60

PARTICULARS
50

40 RESPONDENTS

30

20

10

0
flipkart amazon

Chart 9: most satisfied online sites

Interpretation

From the above table it is interpreted that the respondents are 42% satisfied with flipkart and
58% with amazon.
Inference

Majority (58%) of the respondents prefer amazon.

Table 10: which occasion do you make purchases

S.NO PARTICULARS RESPONDENTS PERCENTAGE

1 festivals 35 23.3

2 Offers 70 46.6

3 weddings 35 23.3

4 others 10 6.6

TOTAL 150 100

Source: Primary data.

8
0

7
0

6
0

5 RESPONDENTS
0

PERCENTAGE
4
0
Column1

3
0

2
0

1
0

0
festivals Offers weddings others
Chart 10: : : which occasion do you make purchases

Interpretation

From the above table it is interpreted that the number of respondents 46.6 on offers,23.3 on
festivals,23.3 on weddings and 6.6 on others.

Inference

Majority (46.6%) of the respondents purchase during offers.

Table 11 privacy concern during online shopping

S.NO PARTICULARS RESPONDENTS PERCENTAGE

1 Always 19 12.6

2 Most of the
time 51 34

3 Once in a while

68 45.3

4 never 12 8
 TOTAL 150 100

Source: Primary data.

8
0

7
0

6
0

5
0 PARTICULARS

RESPONDENTS
4
0

3
0

2
0

1
0

Always Most of the time Once in a while never

Chart 11: privacy concern during online shopping

Interpretation

From the above table it is interpreted that the number of respondents 12.6% say always,34%
most of the time,45.3% once in a while and 8% never.

Inference

Majority (45.3%)of the respondents say its once in a while.

Table.12: how often do you shop online

S.NO

PARTICULARS RESPONDENTS PERCENTAGE

1 Weekly 16 10.6

2 Twice a month 78 52

3 3 months once 40 26.6

4 5-6months 16 10.6

TOTAL 150 100

Source: Primary data.

9
0

8
0

7
0

6
0
RESPONDENTS

5
0 PERCENTAGE

4
0

3
0

2
0

1
0

0
Weekly Twice a month 3 months once 5-6months
Chart 12: how often do you shop online

Interpretation

From the above table it is interpreted that the number of respondents 10.6% shop weekly,52%
shop twice a month,26.%6 shop 3 months once and 10.6% 5-6 months.

Inference

Majority (52%) of the respondents shop twice a month.

Table 13expectation over the reality

S.NO PARTICULARS RESPONDENTS PERCENTAGE

1 Strongly agree 79 52.6

2 Agree 58 38.6

3 Neutral 2 1.3

4 disagree 11 7.3

TOTAL 150 100

Source: Primary data.

9
0

8
0

7
0

6
0
RESPONDENTS

5
0 PERCENTAGE

4
0

3
0

2
0

1
0

0
Strongly agree Agree Neutral disagree
Chart 13 Expectation over the reality

Interpretation

From the above table it is interpreted that the number of respondents 52.6% stongly agree,38.6%
agree,1.3% neutral and 7.3% disagree.

Inference

Majority (52.6%) of the respondents strongly agree.

Table4.1.14 terms of pricing in online sites

S.NO PARTICULARS RESPONDENTS PERCENTAGE

1 Amazon 57 38

2 flipkart 93 62

TOTAL 150 100

Source: Primary data.

 100

90

80

70

60

Series 1
50

40 Series 2

30

20

10

0
Amazon flipkart

Chart 14: terms of pricing in online sites

Interpretation

From the above table it is interpreted that the number of respondents 38% on amazon and 62%
on flipkart.
Inference

Majority (62%) of the respondents prefer Flipkart.

Table 15: which of the purchase will you make in amazon

S.NO PARTICULARS RESPONDENTS PERCENTAGE

1 Cosmetic/jewellery 12 8

2 Cd/books 30 20

3 Electronic gadgets 68 45.3

4 Clothes/shoes 40 26.6

TOTAL 150 100

Source: Primary data.

80

70

60

50

40

30 RESPONDENTS

20 PERCENTAGE

10

0
Chart 15 : which of the purchase will you make in amazon

Interpretation

From the above table it is interpreted that the number of respondents 8% cosmetic,20%
books,45.3% electronic gadgets and 26.6 clothes and shoes.

Inference

Majority (45.3%)of the respondents purchase electronic gadgets.

Table16:guarantee and warranty offered in flipkart

S.NO PARTICULARS RESPONDENTS PERCENTAGE

1 Excellent 45 30

2 Good 80 53.3

3 Fair 19 12.6

4 poor 6 4

TOTAL 150 100

Source: Primary data.

9
0

8
0

7
0

6
0
RESPONDENTS

5
0 PERCENTAGE

4
0

3
0

2
0

1
0

0
Excellent Good Fair poor
Chart 16: guarantee and warranty offered in flipkart

Interpretation

From the above table it is interpreted that the number of respondents 30% excellent,53.3%
good,12.6% fair and 4% poor.

Inference

Majority (53.3 %) of the respondents felt good.

Table 17: display of price range showcased in amazon

S.NO PARTICULARS RESPONDENTS PERCENTAGE

1 Most of the
time 90 60

2 Sometimes 30 20

3 Rarely 25 16.6

4 never 5 3.3

TOTAL 150 100

Source: Primary data.

 100

90

80

70

60

50 RESPONDENTS

40 PERCENTAGE

30

20

10

0
Most of the time Sometimes Rarely never

Chart 17: display of price range showcased in amazon

Interpretation

From the above table it is interpreted that the number of respondents 60% most of the
time,20%sometimes,16.6 rarely and 3.3 never
Inference

Majority (60%) of the respondents say most of the time.

Table 18price of product offered at amazon

S.NO PARTICULARS RESPONDENTS PERCENTAGE

1 Reasonable 47 31.3

2 Premium 78 52

3 At a discount 5 3.3

4 offers 20 13.3

TOTAL 150 100

Source: Primary data.

9
0

8
0

7
0

6
0
Series 1

5
0 Series 2

4
0

3
0

2
0

1
0

0
Reasonable Premium At a discount offers
Chart 18: 3price of product offered at amazon

Interpretation

From the above table it is interpreted that the number of respondents 31.3% reasonable,52%
premium,3.3 at a discount and 13.3 offers.

Inference

Majority (52%)of the respondents say at a premium.

FINDINGS

1. Majority (73.3%) of the respondents are Male.

2. Majority (83.3%) of the respondents are unmarried

3. Majority (46.6%) of the respondents are age between 18 to 26 years.

4. Majority (56.6%) of the respondents prefer Flipkart.

5. Majority (36.6%) of the respondents prefer credit.

6. Majority (53.3) of the respondents agree.

7. Majority (46%) of the respondents faced problem in the products quality

8. Majority (60%)are extremely confident.

9. Majority (58%) of the respondents prefer amazon.

10. Majority (46.6%) of the respondents purchase during offers.

11. Majority (45.3%)of the respondents say its once in a while.

12. Majority (52%) of the respondents shop twice a month.

13. Majority (52.6%) of the respondents strongly agree.

14. Majority (62%) of the respondents prefer Flipkart.

15. Majority (45.3%)of the respondents purchase electronic gadgets.

16. Majority (53.3 %) of the respondents felt good.

17. Majority (60%) of the respondents say most of the time.

18. Majority (52%)of the respondents say at a premium.

 CHAPTER:6

SUMMARY AND ANALYSIS

SUGGESTIONS

Flipkart is performing ok but not good enough. There are so many cases where people
felt that packing might have been better than this. Either it may be big or small /
expensive or not product has to be treated with care. Some of the products mostly
apparels are turning out with original cover of supplier, which shows negligence of
them. In this issue Amazon made a mark among us, because whatever the product is
their packing will obviously safe and secure.

CONCLUSION

The study consisted with all the work flows of major e-commerce players in India,
Flipkart and Amazon. How they are performing and how they are running perfectly in
the competitive world has been explained. The innovative thinking of them to reach
more and more consumers is appreciable. They increased their network as much as
possible with ultimate aim of reaching more and more customers. They made
consumers work more easy and comfortable. In this competitive market one has to be
lead and rest will follow. Based upon consumer’s survey we got our clear winner and it
is Amazon. Even though it is an international company it understood Indians very well
and made its roots stronger in India. Flipkart is also giving very tough competition to
Amazon even though it is new company when compared to Amazon. May be it takes
some time to overcome, but definitely they are doing very well in Indian e-commerce
market.
 REFERENCE

Books

• Core Java 2 I and II, by Cay S. Horstmann and Gary Comell

• The Complete Reference JSP 2.0 by Hanna

• Beginning JavaScript 2nd Edition, by Wilton

• The Complete Reference SOL

• The Complete Reference HTML

BIBILIOGRAPHY:

www.google.com

www.scribd.com

www.slideshare.com

www.flipkart.com

www.amazon.com
 APPENDIX(QUESTIONAIRE)

1)Full Name

2)Gender

• male

• female

3)Marital status

• married

• unmarried

4)Age

• 18-26

• 26-34

• 34-42

• 42 and more

5)which of these online sites will you prefer the most?

 Flipkart

• Amazon Myntra.

• Ajio

6)how do you make your payments when shopping online?

• debit card

• credit card
 • cash on delivery (COD)

• third party (paytm wallet, PayPal, etc)

7)Does promotional activities impact your purchasing decisions?

• strongly agree

• agree

• disagree

• either agree nor disagree

8) What kind of problems did you face while online shopping?

• product's quality

• delay in delivering

• damaged products

• lack of interaction

9) How confident are you that your personal information is kept confidential when buying online
products?

• extremely confident

• quite confident

• not at all confident

10)On which online sites you are satisfied with for receiving after sales assistant?

• Flipkart

• Amazon Other.
11) On which occasions do you make purchases?

• Festivals

• offers

• weddings

• others

12)How often do privacy concerns prevent you from buying products online?

• always

• most of the time

• once In a while

• never

13)On average, how often do you shop online?

• Weekly

• twice in a month

• 3 months once

• 5-6 months

14)The differences between your expectations and the real products would influence your
satisfaction

• strongly agree

• agree

• neutral

• disagree
15)In terms of pricing, which online sites are you satisfied?

• Amazon

• Flipkart

• others

16) Assuming that you intend to conduct online shopping, which of these purchases will you
make in amazon?

• cosmetic/jewellerY

 Electronic gadgets

• clothes and shoes

17)what you say about the guarantee and warranty policies offered in Flipkart?

• excellent

• good

• fair

• poor

18)what do you feel about the display of price range for the products showcased in Amazon?

• most of the time

• sometimes

• rarely

• never
19) how do rates prices of the products offered at amazon?

• reasonable

• premium

• at a discount

• others

20)how can we improve online shopping in the prevailing conditions?