KHWAJA MOINUDDIN CHISHTI LANGUAGE

UNIVERSITY, LUCKNOW
SUMMER TRAINING REPORT ON
“MYNTRA INDIA”

In partial fulfillment of the required for the degree of

Bachelor of Business Administration.

SUBMITTED TO SUBMITTED BY
Prof. Dr. Syed Haidar Ali Rafat Aasiya
Head of Department BBA 3rd Year
Roll No: 2103152073
Enrollment No. A6159

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 DECLARATION

I hereby Rafat Aasiya declare that the following project report titled “MYNTRA

INDIA” is an authentic work done by me. This is to declare that all the work indulged in

the completion of this work such as research, data collection, analysis is a profound and

honest work of mine.

Rafat Aasiya
Roll No. 2103152073

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 ACKNOWLEDGEMENT

The satisfaction and euphoria that accompany the successful completion of any task
remains incomplete without mentioning the people who make it possible. These are the
people whose constant guidance in several aspects of this report has made my work
successful. I feel delighted to express a few words of gratitude and response to all those
distinguished personalities who have guided and inspired me for the successful
completion of this report.

I deeply indebted to my industry guide for giving me the opportunity to do this project
under his guidance. I express my sincere gratitude for the continuous guidance and
encouragement that he has provided me to carry out the project work.

I have gratification in expressing my sincere thanks to my faculty guide for providing the
necessary advice and support during the course of this work.

Last, but not the least certainly, I pay sincere thanks to my family members and to all my
friends who have helped me directly or indirectly during the completion of work.

Rafat Aasiya
Roll No. 2103152073
BBA 3rd Year

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 Preface:

In the dynamic landscape of India's e-commerce industry, Myntra stands as

a pioneering force, reshaping the fashion and lifestyle shopping experience
for millions of consumers. This preface serves as an entry point to delve into
the intricate fabric of Myntra's operations, strategies, and its significant
impact within India's digital retail sphere.

Myntra, established in [year of establishment], has swiftly evolved from

being a digital platform for fashion retail to becoming an emblem of
innovation, technological advancement, and consumer-centric strategies.
Through a fusion of cutting-edge technology, strategic partnerships, and a
pulse on evolving consumer trends, Myntra has not only carved its niche but
has also redefined the paradigms of online shopping in the country.

This discussion aims to explore the multifaceted dimensions of Myntra's

journey in India, shedding light on its market strategies, product offerings,
technological integrations, and its adaptation to the diverse socio-economic
and cultural nuances of the Indian consumer landscape. Additionally, this
exploration seeks to analyze Myntra's response to external forces, including
regulatory changes, socio-cultural shifts, and the evolving preferences of the
Indian populace.

As we embark on this journey to understand the tapestry of Myntra's

presence in India, this preface sets the stage for an insightful exploration into
the company's evolution, strategies, and its undeniable influence within
India's ever-evolving e-commerce ecosystem.

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 CONTENTS
Page No

Front Page
2. Student’s Declaration
3. Acknowledgement
4. Preface
5. Table of Content
6. List of Tables
7. List of Charts
8. Executive Summary

CHAPTER -1 1-4

• Industry Overview

• Sector Composition

• Market Size

• Key Trends

• Contribution to Economy

CHAPTER -2 5-21

 Company Overview

 About the Company (History or Background)

 Company’s Market Share

 Products Offered

 Existing Competitors

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Business Policy of Selected Company

(R&D/CSR/HR/Marketing/Financial Policies (Key Points)

CHAPTER -3 22-29

Analysis of Business Strategy

CHAPTER -4 30-34

Marketing-Mix(4P’S/ 7P’S)

• PESTLE

• SWOT Analysis

• Conclusion & Recommendations

• BIBLIOGRAPHY

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 CHAPTER -1
INDUSTRY OVERVIEW

Myntra is a one stop shop for all your fashion and lifestyle
needs. Being India's largest e-commerce store for fashion and
lifestyle products, Myntra aims at providing a hassle free and
enjoyable shopping experience to shoppers across the country with
the widest range of brands and products on its portal. The brand is
making a conscious effort to bring the power of fashion to
shoppers with an array of the latest and trendiest products available
in the country.

Supply chain management (SCM) is the management of a network

of interconnected businesses involved in the ultimate provision of
product and service packages required by end customers(Harland,
1996). Supply chain management spans all movement and storage
of raw materials, work-in-process inventory, and finished goods
from point of origin to point of consumption (supply chain).
Myntra was established by Mukesh Bansal, Ashutosh Lawania and
Vineet Saxena in February 2007. Myntra’s headquarter is in
Bangalore, with regional offices in New Delhi, Mumbai and
Chennai. It began its operations in the B2B (business to business)
segment with the personalization of gifts, which included :-
clothing, footwear, cosmetics In 2010, the company shifted its
strategy to becoming a B2C (business to customer) oriented firm,
expanding its catalogue to fashion and lifestyle products.

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Myntra.com is ranked among the top 10 e-commerce companies in
India . In the last 3 years, Myntra has become the most popular
destination for personalized products in the country. Myntra.com is
into the e-commerce (online shopping) business. It is an online
retailer of fashion and lifestyle products in India. It began its
operations in the B2B (business to business) segment with the
personalization of gifts, which included :- clothing, footwear,
cosmetics In 2010, the company shifted its strategy to becoming a
B2C (business to customer) oriented firm, expanding its catalogue
to fashion and lifestyle products. Myntra.com is ranked among the
top 10 e-commerce companies in India . In the last 3 years, Myntra
has become the most popular destination for personalized products
in the country. • Myntra pioneered the personalization of sports
jerseys and offered sports jerseys of several cricket and football
teams such as Team India, IPL & FIFA . These jerseys could be
personalized with a name and number of the customer’s choice.

Online advertising, also called online marketing or Internet

advertising is a form of marketing and advertising which uses the
Internet to deliver promotional marketing messages to consumers.
It includes email marketing, search engine marketing (SEM),
social media marketing, many types of display advertising
(including web banner advertising), and mobile advertising. Like
other advertising media, online advertising frequently involves
both a publisher, who integrates advertisements into its online
content, and an advertiser, who provides the advertisements to be

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displayed on the publisher's content. Other potential participants
include advertising agencies that help generate and place the ad
copy, an ad server which technologically delivers the ad and tracks
statistics, and advertising affiliates who do independent
promotional work for the advertiser.

Online advertising is a marketing strategy that involves the use of

the Internet as a medium to obtain website traffic and target and
deliver marketing messages to the right customers. Online
advertising is the use of internet as an advertising medium where
promotional messages appear on a computer screen. Since the
communication software or the browser reveals sufficient
information about the site’s visitors, online advertising can be
custom-tailored to match user preference. Many common online
advertising practices are controversial and increasingly subject to
regulation.

Sector Composition
To find out the mode by which the customer became aware of
myntra.com
• To reveal the satisfaction level of the customer
• To improve the services provided by the company for motivating
the customer
• To analyze the customer perception regarding the price of the
products

Market Size

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Finding out the strengths and weakness of the Myntra. COM
• Finding the number of future purchases
• Finding the customer satisfaction and their means of awareness
of Myntra.com
• Finding the position among the competitors
• Finding out the perception of the customers about Myntra.com
• The main target is stronger supply chain and aggressive
acquisitions.

Key Trends

The data used for the present research work is secondary data.
The data were collected from the official website of Myntra and
other website. The relevant literature was gleaned from books,
website and magazines.

Contribution to Economy
 The Limit in accessing the population for collecting data.
 The lack of time to carry out a survey.
 The lack of funding necessary to carry out a survey.
 The lower priority for carrying out a survey because of
competing urgent tasks.

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 CHAPTER -2

Company Overview
Company Name: Myntra
Founder – Mr. Mukesh Bansal
Myntra is an Indian fashion e-commerce marketplace company
headquartered in Bengaluru, Karnataka, India. The company was
founded in 2007 with a focus on personalization of gift items. By
2010, Myntra shifted its focus to the online retailing of branded
apparel. In May 2014, Myntra.com acquired by Flipkart to
compete against Amazon which entered the Indian market in June
2013 and other established offline retailers like Future Group,
Aditya Birla Group and Reliance Retail. Established by Mukesh
Bansal along with Ashutosh Lawania and Vineet Saxena, Myntra
was in the business of on-demand personalization of gift items. It
mainly operated on the B2B (business-to-business) model during
its initial years. Myntra tied up with various popular brands to
retail a wide range of latest merchandise from these brands

About the Company (History or Background)

10.Myntra.com, an Indian e-trade organization of design and

casual lifestyle items, had it’s headquarter situated in Bangalore.
Built in 2007 by Mukesh Bansal alongside Ashutosh Lawania and
Vineet Saxena, Myntra was in the trade of on-demand
personalization of gift items. It basically worked on the B2B
model amid its introductory years. By 2010, Myntra moved its

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center to the web retailing of branded clothing. Somewhere around
2007 and 2010, the online entrance permitted clients to customize
items, for example, T-shirts, mugs, mouse cushions, timetables,
watches, teddy bears, pendants and so forth. After just 3 years,
Myntra turned into India's biggest personalization stage with more
than half of the market share . In 2011, Myntra extended its index
to incorporate style and way of life items and moved far from
personalization. Myntra tied up with different well-known brands
to distribute an extensive variety of most recent stock from these
brands. Myntra offered items from 350 Indian and International
brands by 2012. Myntra likewise had easygoing wear for men and
ladies. The site saw the dispatch of Fastrack watches and of Being
Human, the brand. In May 2014, Myntra.com converged with
Flipkart to contend with Amazon which entered the Indian market
in June 2013 and other established offline retailers like Future
Group, Aditya Birla Group and Reliance Retail .In 2014, Myntra's
portfolio included around 1, 50,000 results of more than 1000
brands extending from worldwide brands to designer brands and
diffusion zone of around 9000 pin codes in India.

phones which could be a conceivable thought process with

reference to why it has wandered totally into smart phones.
Pros/cons-Traffic from the smart phone application may have
developed from about zero to 70% in the space of one year
however that didn’t essentially imply that desktop traffic had
declined. So while mobile activity may have been developing

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really fast, it was quite possible that desktop traffic had
additionally stayed stable if not expanding. The other real reason
that Myntra decided to clarify the move was the potential for the
cell phone to offer a more customized affair for the customer.

Value proposition

Myntra's value proposition revolves around giving consumers the

power and ease of purchasing fashion and lifestyle products online.
Offerings such as the largest in-season product catalogue, 100%
authentic products, cash on delivery and 30 day return policy make
Myntra, the preferred shopping destination in the country. To
make online shopping easier for you, a dedicated customer connect
team is on standby to answer your queries 24x7.

Mission: Use technology to democratize fashion & lifestyle and

help people look good. Myntra is a meritocratic, non-hierarchical
and fun workplace. Our employees are empowered with a high
degree of ownership and accountability.

Vision: To make the world a more stylish, colorful and happier

place.

ADVERTISEMENTS –

The challenge for the advertisements is to communicate the unique

benefits myntra.com offers by transposing those advantages on
real life shopping and to educate and captivate the audience on the
positives of what the realm holds. They lately came up with an

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outdoor campaign named “shop online” to spread awareness about
the brand and to showcase the gazillions of national and
international brands being retailed under one banner

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Myntra came up with Television commercial lately which is
Above-The-Line advertising. The first TVC ad was created by
Taproot India with the theme “Real life mein aisa hota hai kya?”
highlighting the various benefits of online shopping like free home
delivery, cash on delivery and 30 day return policy. Myntra also
unfurled OOH (out of home) campaign to build awareness.

Benefits of online advertising

.1 Cost

The low costs of electronic communication reduce the cost of

displaying online advertisements compared to offline ads. Online
advertising, and in particular social media, provides a low-cost
means for advertisers to engage with large established
communities. Advertising online offers better returns than in other
media. Online advertising rates are set through a combination of ad
size, ad location, ad performance and market demand.

2 Measurability

Online advertisers can collect data on their ads' effectiveness, such

as the size of the potential audience or actual audience response,
how a visitor reached their advertisement, whether the
advertisement resulted in a sale, and whether an ad actually loaded
within a visitor's view. This helps online advertisers improve their
ad campaigns over time.

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3 Formatting

Advertisers have a wide variety of ways of presenting their

promotional messages, including the ability to convey images,
video, audio, and links. Unlike many offline ads, online ads also
can be interactive. For example, some ads let users input queries or
let users follow the advertiser on social media. Online ads can even
incorporate games.

4 Targeting

Publishers can offer advertisers the ability to reach customizable

and narrow market segments for targeted advertising. Online
advertising may use geo-targeting to display relevant
advertisements to the user's geography. Advertisers can customize
each individual ad to a particular user based on the user's previous
preferences. Advertisers can also track whether a visitor has
already seen a particular ad in order to reduce unwanted repetitious
exposures and provide adequate time gaps between exposures.

5 Speed

Once ad design is complete, online ads can be deployed

immediately. The delivery of online ads does not need to be linked
to the publisher's publication schedule. Furthermore, online
advertisers can modify or replace ad copy more rapidly than their
offline counterparts.

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6 Coverage

Online advertising can reach nearly every global market, and

online advertising influences offline sales.

7. Deliverability and flexibility

Internet ad is delivered in relative 24 hours a day, 7 days a week

and 31 days a month.

.8 Tracking

Marketers can track how users interact with their brand and earn
what is of interest to their current customs and prospective.

PROMOTIONS

 Ad words: Ad words are Google ads on search engines, when

people search for any product related keywords it appears.
They have bought ad slots on various websites related to
their products to tap the untapped market. For example
facebook and inkfruit. Initially online websites pull off their
promotions online which is low on budget and high on
impact.
 SEM (Search Engine Marketing): Myntra will go bankrupt if
it will invest all their capital on ad words. SEM is the process
through which a website gets traffic or visibility on search
engines. Myntra is doing SEM through articles and link
exchanges; they are very technical in nature and often needs

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 experts. Myntra has developed Style mynt blog wherein they
have provided customers with latest fashion styles of the
season through their range of products.
 Link exchange is an effective internet marketing system that
makes it easy to increase traffic to your website. With
increased link popularity comes increased search engine
ranking and if channelized efficiently, it can become cash
cow for the company. It gets company direct traffic, helps in
building relationship with other websites and search engine
optimization
 The promotion codes have been made to lure customers
through discounts and coupons.
 From online to Tele: With increasing cash flows and IPO
funds, Myntra came up with Tele Vision Commercials and
also they are doing viral advertising by outdoor campaigning,
e-mails, hoarding placement and cross campaigning.

The journey from Foundation – The Launch

 The journey of Myntra started from 2007 when Mr. Mukesh

Bansal with Vineet Saxena and Ashutosh Lawania was backed
up by Erasmic Venture Fund. They opened the first e-commerce
B2B fashion store in India. Initially, they worked on the B2B
platform. Myntra was a one stop solution for personalized gift

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 items with products like T-Shirts, Mouse Pads, Mugs, and other
general products till 2010.

 In 2011, Myntra decided to divert from personalized products to

lifestyle segment. This is the year when they launched brands
like Being Human and Fastrack Watches on their platform. It
marked their rigid stand in the fashion world on the online
platform.

 In 2012, it recorded to offer fashion elements from 350 brands,

from India and was the first to get International brands on a
large scale.

 2014 remained the year of transformation for them, as Flipkart

took over their company. It recorded a total coverage of 9000
pin codes in India, with 1000 brands as their working partner. In
2015, it recorded to include 150000 products in their online
portfolio.

 Change is inevitable and Myntra’s steady success remained in

the market, for their acceptance of this change. In the year 2015,
they moved on to the app mode for mobile users. With an initial
research and survey, they found out 90 percent of users are
using the mobile platform. Myntra came up to the decision and
applied the same to get immense success. 2015 is also the year
when Myntra acquired a Bangalore based Mobile App firm –
Native5. This acquisition expanded their online presence to a
greater level, in the Indian market.

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 In 2016 Myntra acquired its rival fashion platform, Jabong.com
and established their supremacy in the online fashion world of
India. 2017 is another year when Myntra proved its presence in
the market by partnering itself with Ministry of Textiles. With
this partnership, they started to promote handloom industry over
the online platform in India.

Marketing Strategy of Myntra that brought them Immense

Success

• Myntra has been founded by some IIT passed out graduates in

the year 2007. It was not the first company in India to work on
the e-commerce platform. So, the competition was high. The
strategy it pulled up for success had been their marketing mix.
They worked on the niche of garments and fashion. Gradually
they covered all segments of the same and created a completed
coverage of all lifestyle items. It made them a brand in Indian
Market by 2014.

• Technology has been another great area that Myntra worked

on. Starting initially at the online platform, they continued to
upgrade themselves with technology. Understanding the trend
of users, they switched to Mobile app version swiftly. It gave a
big thrust to its competitors by 2016.

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• Logistics had remained the key success area for Myntra too.
They expanded fast to cover around 9000 Pin codes in India
and thus created a sensation to its competitors. The distance
between physical buying and buying from an e-commerce
platform can be shortened with a highly nurtured logistics.
Myntra ensured the same to retain its supremacy in the Fashion
world of India.

• In terms of promotion, Myntra never left out any platform for

its success. However, their approach was not like the other
competitors. A perfect strategy has been knitted every time by
them in social network marketing. Marketing on Facebook,
YouTube, and Twitter was focussed but was not made rigorous
to disturb the users. Solution providing attitude has been
maintained to reach users every moment. Most of the time,
their advertisement strategy remained targeted at the core
competency. They held over the competitors – and thereby
placed their style statement prominently.

PRODUCTS

Myntra has tied up with top fashion and lifestyle brands in India,
such as Nike, Reebok, Puma, Adidas, Lee, Converse, Lotto, FIFA,
John Miller, Indigo Nation etc.

To offer a wide range of current season merchandise from these

brands Myntra currently offers products from more than 200

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Indian and international brands. These include shoes for running,
tennis, football, basketball and fitness, along with casual footwear
from world-renowned industry leaders.

There are also casual and dressy footwear for women from
Catwalk, Carlton London and Red Tape to name a few.

WHAT IS E-BUSINESS

E-business (or electronic business) is the term used to describe

using the internet to operate your business. E-business represents
only a fraction of worldwide business, but is one of the fastest
growing sectors and provides entrepreneurs with excellent
opportunities to enter the market.

In a historical sense, the internet is a relatively new way in which

to do business, with the growth of e-business taking off in the
1990's. The internet provides consumers with an increasing
amount of ways to interact with businesses and has made buying
and selling more competitive worldwide. The rate of globalization
has been significantly impacted by the internet, making it easier
for people and organizations separated by distance to communicate
and interact with each other

E commerce considered the following attributes:-

Direct electronic interaction between two computer

applications(application to application) or between a person using
a computer .

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Interaction involves the completion of a specific transaction or part
of a transaction

The transaction crosses enterprise boundaries either between two

businesses(B2B) or between a business and a consumer (B2C).

Two ways of Transactions:-

Buyer/ seller Transaction

Producer/Consumer Transaction

ERP SYSTEM

ERP- ENTERPRISE
RESOURSE
PLANNING SYSTEM
FRM- FINANACE
RESOURCE
MANAGEMENT
SCM- SUPPLY CHAIN
MANGEMENT HRM-
HUMAN RESOURCE
MANAGEMENT
CRM-CUSTOMER RELATIONSHIP MANAGEMENT
MRP-MANUFACTURING RESOURCE PLANNING

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THE STRUCTURE OF THE ERP SYSTEM
Enterprise resource planning (ERP) systems consist of different
modules. A company can therefore decide which modules they
need and only acquire them, not needing to purchase them all, The
ERP systems on the market today have the same main structure,
which is shown in the figure traditionally a system, must integrate
three of the following core modules to belong to the ERP group;
manufacturing, distribution ,finance, and human resources. At the
heart of the ERP systems in the central database that draws from
and feeds it into a series of application supporting diverse
company function . Using a single database streamlines the flow of
information throughout the business.

CUSTOMER RELATIONSHIP MANAGEMENT

CRM (customer relationship management) is an information
industry term for methodologies, software, and usually Internet

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capabilities that help an enterprise manage customer relationships
in an organized way.
OLC:

Right now Myntra is in the 2nd-3rd stage. Reason being the

processes are still in progress. The Process Improvement Process is
being implemented. For e.g. Myntra recently bought Fitiquette, a
developer of virtual fitting room technology and a TC Disrupt
finalist from Sep 2012. It intends to use Fitiquette’s core product
on its retail site to drive more fashion purchases online. Moreover,
acquisition is in full swing. There have been 2 recent acquisitions
by Myntra- The first one in November 2012 when it acquired New
York based Exclusively.in which has the private label vertical,
Sher Singh. The most recent being Fitiquette- a virtual fitting
room.

Figure -OLC

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 Business Policy of Selected Company
(R&D/CSR/HR/Marketing/Financial Policies (Key
Points)
Certainly! Here are the key points for various business policies of Myntra, focusing on
Research & Development (R&D), Corporate Social Responsibility (CSR), Human
Resources (HR), Marketing, and Financial policies:

Research & Development (R&D):

Innovation-Centric Approach: Myntra emphasizes R&D to drive innovation in fashion

technology, focusing on AI-powered personalized recommendations, virtual try-on
experiences, and enhancing the user interface for an intuitive shopping journey.

Collaborative Initiatives: Collaborates with tech firms, startups, and academic institutions
to foster a culture of innovation and stay at the forefront of fashion tech advancements.

Constant Iteration: R&D policies encourage iterative development and rapid prototyping
to test new features and technologies, ensuring they align with consumer needs and
preferences.

Corporate Social Responsibility (CSR):

Sustainable Practices: Myntra is committed to sustainable fashion by promoting eco-

friendly brands, reducing carbon footprint in logistics, and encouraging ethical sourcing
practices.

Community Initiatives: Engages in community welfare programs, supporting education,

women's empowerment, and skill development initiatives within local communities.

Employee Engagement: CSR policies involve employee volunteer programs and

initiatives encouraging staff involvement in social causes, promoting a culture of giving
back.

Human Resources (HR):

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Talent Development: HR policies focus on continuous learning and skill development,
offering training programs, mentorship, and career growth opportunities.

Inclusive Workplace: Emphasizes diversity and inclusivity, fostering an environment

where employees from diverse backgrounds feel valued and respected.

Employee Wellness: Prioritizes employee well-being by offering flexible work

arrangements, mental health support, and wellness programs to ensure a healthy work-
life balance.

Marketing Policies:

Digital-Centric Strategy: Marketing policies heavily leverage digital platforms for

targeted advertising, influencer collaborations, and social media engagement to reach and
engage with the target audience effectively.

Personalized Marketing: Utilizes consumer data and AI-driven insights for personalized
marketing campaigns, enhancing customer engagement and driving sales.

Brand Collaborations: Partners with influencers, fashion icons, and brands for exclusive
collections and marketing campaigns, creating buzz and expanding brand reach.

Financial Policies:

Cost Optimization: Implements cost-effective measures in logistics and operations while

maintaining service quality to optimize expenditures.

Investment in Technology: Allocates significant funds for technological advancements,

ensuring a competitive edge in the e-commerce and fashion tech landscape.

Risk Management: Adopts robust risk management strategies to mitigate financial risks
associated with market fluctuations, logistics, and regulatory changes.

These key policies reflect Myntra's commitment to innovation, sustainability, employee

well-being, customer-centricity, and financial prudence in its operations and business
strategies.

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 Analysis of Business Strategy

Myntra, as a prominent player in the Indian e-commerce space, has

established a multifaceted business strategy that incorporates various
elements to stay competitive and meet the evolving needs of consumers.
Here's an analysis of their business strategy:

1. Focus on Fashion and Lifestyle:

Myntra has carved its niche in the fashion and lifestyle segment, offering a
vast array of clothing, accessories, and lifestyle products. Their strategy
revolves around providing a curated selection of brands and designs that
cater to diverse consumer tastes and preferences.

2. Omnichannel Approach:

While starting as an online platform, Myntra has expanded its presence by

adopting an omnichannel strategy. This includes tie-ups with offline
retailers, like its partnership with the Spanish brand Mango, enabling
customers to experience and purchase products both online and offline.

3. Tech-Driven Innovation:

Myntra's emphasis on technology and innovation is evident through its AI-

driven personalization, virtual try-on features, and smart recommendations.
These tech-enabled features enhance the shopping experience, making it
more personalized and convenient for users.

4. Private Labels and Exclusive Partnerships:

The platform has successfully introduced private labels and collaborations

with renowned brands for exclusive collections. This strategy helps
differentiate Myntra from competitors and attracts customers looking for
unique and exclusive products.

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5. Strong Marketing and Brand Collaborations:

Myntra's marketing strategy involves leveraging social media, influencer

collaborations, and strategic brand partnerships to amplify its reach and
engagement. Collaborations with celebrities, fashion icons, and influencers
contribute significantly to brand visibility and appeal.

6. Emphasis on Customer Experience:

They prioritize customer satisfaction by offering a seamless shopping

experience, easy returns, and efficient customer service. This focus on
customer-centricity helps in building loyalty and retaining customers.

7. Sustainable Practices:

Myntra has shown commitment to sustainability by promoting eco-friendly

brands and initiatives. They are increasingly mindful of their environmental
impact, reflecting the growing consumer preference for sustainable fashion
choices.

8. Continuous Expansion and Adaptation:

Myntra's strategy involves continuous adaptation to market trends and

consumer behaviors. They regularly introduce new features, expand product
categories, and adapt their strategies to stay relevant in the ever-evolving e-
commerce landscape.

Challenges:

Despite its strengths, Myntra faces challenges such as intense competition in

the e-commerce space, logistics complexities in India's diverse market, and
the need to balance discounting strategies with profitability.

Overall, Myntra's business strategy is centered around innovation,

technology, customer-centricity, and a strong foothold in the fashion and
lifestyle segment. Their ability to adapt, innovate, and cater to changing

28
consumer preferences will be critical for sustained success in the
competitive e-commerce industry.

Marketing-Mix(4P’S/ 7P’S)

Certainly! Let's break down Myntra's marketing mix using both the
traditional 4Ps (Product, Price, Place, Promotion) and the extended 7Ps
(Product, Price, Place, Promotion, People, Process, Physical Evidence) to
understand their strategies:

Product:

Myntra offers a wide range of fashion and lifestyle products, including

clothing, accessories, footwear, and beauty products. They also have
exclusive collections through collaborations with brands and celebrities. The
platform emphasizes variety, quality, and exclusivity to cater to diverse
consumer preferences.

Price:

Myntra employs various pricing strategies, including discounts, offers, and

sales, to attract and retain customers. They often use dynamic pricing and
personalized discounts based on user behavior and preferences.
Additionally, the platform offers products across different price ranges to
cater to various segments of customers.

Place:

As an online fashion retailer, Myntra operates as an e-commerce platform

accessible via its website and mobile app. They've also extended their reach
through partnerships with offline retailers for omnichannel sales, enabling
customers to experience and purchase products both online and offline.

Promotion:

Myntra's promotion strategies include digital marketing, social media

campaigns, influencer collaborations, and targeted advertising. They
leverage

PESTLE

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Certainly! Analyzing Myntra India using the PESTLE framework involves
considering various external factors impacting the business:

Political:

Regulatory Compliance: Adherence to government regulations regarding e-

commerce, data protection, and taxation influences Myntra's operations.

Government Policies: Changes in trade policies or regulations related to

foreign investment can impact sourcing, pricing, and market access.

Economic:

Market Conditions: Economic fluctuations, inflation rates, and GDP growth

affect consumer spending on fashion and lifestyle products.

Currency Fluctuations: Global economic changes, especially in exchange

rates, can influence sourcing costs and international sales.

Social:

Cultural Preferences: Social trends, cultural shifts, and changing fashion

preferences affect product demand and marketing strategies.

Demographics: Understanding demographics such as age, income, and

lifestyle choices helps in tailoring offerings and marketing campaigns.

Technological:

Digital Advancements: Rapid technological changes impact the e-commerce

landscape, requiring constant innovation to stay competitive.

30
AI and Data Analytics: Leveraging AI for personalized recommendations
and data analytics for consumer behavior analysis is crucial in enhancing
user experience.

Legal:

Consumer Protection Laws: Compliance with consumer rights laws, data

protection regulations, and fair trade practices is essential in maintaining
customer trust.

Intellectual Property Rights: Adherence to IP laws for trademarks and

copyrights is crucial, especially concerning collaborations and exclusive
collections.

Environmental:

Sustainable Practices: Increasing consumer awareness and demand for

sustainable fashion practices drive the need for eco-friendly sourcing and
reducing the environmental impact of operations.

Logistics and Carbon Footprint: Optimizing logistics to reduce carbon

footprint and implementing eco-friendly packaging practices align with
environmental concerns.

Analyzing these factors helps Myntra in understanding the external

landscape, anticipating changes, and adapting its strategies to remain agile
and competitive in the dynamic e-commerce industry in India.

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 CHAPTER -3

DATA ANALYSIS & INTERPRETATION

Table No. 1:
Table showing the age of respondents:

Age no of respondents percentage

below 18 15 30

18-30 years 13 26

30-49 years 12 24

above 50 years 10 20

Total 50 100

120

100

80

60 no of respondents
percentage
40

20

0
below 1818-30 years 30-49 years above 50 total
years

32
Interpretation: From the above graph it is shown those
30% respondents are below 18, 26% are 18 and 30, 24%
are 30-49, 20% above 50 years. It means the majority of
people is below 18 years.

Table No. 2:

Table showing the education background of respondents

Educational no of
background respondent percentage

non-
matriculate 4 8

matriculate 11 22

graduation 24 48

post
graduated 11 22

total 50 100

33
 100

80
60
40
20
no of respondent
percentage
0 percentage
no of respondent

Interpretation : From the above graph it is clear that 8%

respondents are non-matriculate, 22% are matriculate, 48%
are graduation, and 22% are post graduated. It means the
majority of people are the people who are graduated i.e.
48%

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Table No. 3:

Table showing occupation of respondents

Occupation no of respondents Percentage

Business 9 18

Service 11 22

Student 23 46

Others 7 14

Total 50 100

100
80
60
40
20
no of respondents
percentage
0 percentage
no of respondents

35
Interpretation : From the above graph it is clear that 18%
respondents are businessman, 22% are service, 46% are
student, and 14% are others than them. It means majority of
respondents are students

Table No. 4:

Table showing gender of the respondent

no of
Gender respondents percentage

Male 14 28

Female 36 72

Total 50 100

36
 100
90
80
70
60
50
40 no of respondents
30 percentage
20
10
0

malefemaletotal

Interpretation: From the above graph it is clear that,

28% of the respondents are male and 72% people are
female. It means the majority goes to the female.

37
Table- 5.

Factors making advertisement more effective

Interpretation:

The main factor that makes advertisement more effective is the presence of film
or sports star or any celebrity. Media and caption follows by it. The least important way
in which advertisement can be made effective is the slogan.

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Table -6

Most attractive type of advertisement

Interpretation:

Table shows that online advertisement featuring discount

coupons are the most attractive type of advertisement.
Advertisement featuring additional purchase and gift with
purchase follows by it. Advertisement featuring shipping
discount is the lowest attractive type of the advertisement.

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 CHAPTER -3
FINDINGS

The following are the major findings of the study:

• Majority of the respondents are male (65%) who are

married (66%) and belonging to the age group of 25 to
35 years (70%).
• Among the total respondents of the study, the majority
of the respondents (40.5%) have their family size as
four.
• It has been observed that the majority of the respondents
(48%) are qualified with a post graduate level of
education.
• On an average of 52% of the respondents are private
employees.
• Majority of the respondents (45%) are having annual
income between 3 lakhs to 4 lakhs.
• Based upon the study, the majority of the respondents
(36.5%) access Internet from their home.
• It is understood from the table, that majority of the
respondents (48%) are spending less than two hours per
day to access Internet.

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 SWOT ANALYSIS

Strengths:

 Serving markets through internet requires less infrastructure

setup.
 Fast delivery at low cost from dedicated warehouses.
 Having a sound infrastructure funded by venture capitalists
which is sufficient to
 reach out any part of the country.
 Dedicated client services through back end services by
deploying 24 hrs call centre.
 Offer a lesser price from the close competitor offering similar
services.

Weakness:

 Not much penetration of internet in the country.

 Sports not taken much seriously in India.
 Customers always like to get a feel of the product before
buying.
 Has to win the faith of the customers first regarding the
delivery of the product

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Opportunities:

 Untapped marketing platform.

 Growth in interest of Indians towards fashion and
lifestyle.
 Dealings directly with suppliers which gives
good margins in the country.

Threats

 Increased Competition
 Government Regulations.
 Technology Breakdown, Hacking.
 Relationship with 3rd party logistics company

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 CONCLUSION AND RECOMMENDATION
SUGGESTION
The researcher has made personal contact with the respondents
who have purchased products and services through online. It is
concluded that most of the respondents have a good opinion about
online shopping, though there are so many problems to be
improved by the vendors and service providers.

These suggestions are as follows:

• As there are no proper laws for online purchases, they have to

be implemented to prevent the anonymous intruders. This will
help to maintain security and private information properly
concerning the respondents. So the website developers and
service providers should take necessary steps to overcome this
problem.
• Web based technologies upgrades creative conceptualization
that would improve the response from technology savvy
consumers. So the firms have to invest in such new
technologies.
• Internet environment has to be improved in the areas of art,
dynamic and interactive techniques. This improvement will
give more visual appeal.
• The vendors and service providers should avoid hidden
charges. This will help to avoid increase in price of product.

43
Summing up everything, a clear story of Myntra can be sketched –
Success from day one! Yes, this has been possible only because of
change adaptability. Myntra remained an icon on e-commerce
platform in India, recognized for the random and rapid changes. It
changed its strategy in marketing and promotions, from time to
time and worked intelligently there. It changed its platform from
B2B to B2C at the right time, when the expansion was knocking at
their door. They opened up the windows to the government for
making a partnership, to giant e-commerce platforms like Flipkart.
They actually offered for a merger and even to hundreds of brands
to increase their gallery size.

In one word, they proved themselves as the leader of the e-

commerce fashion world in the Indian market. Myntra is a perfect
example for all companies with their clear message. They could
make them realize that well-knitted strategy and flexibility in
approach can easily transform a company to Monopoly

E- Business signifies a complete new & profitable way to do

business, providing the all requirements as desired. The Internet is
equivalent to online world where all the resources are not fully
exploited and where customers may gain advantages. Here
corporations may upsurge their profits further and users may find
the desired product or service easily without stress of shopping
around. Customers keep coming back only if earlier shopping

44
experiences have been pleasant and successful. In this intricate
business world, the e-retailing will become tremendous business
strategic concept. Most profitable method of business process in
coming decade to the textile and garment industries

45
 BIBLIOGRAPHY
Book & Author

• Information Note to the Press (Press Release No. 33/2013)

• Internet Marketing (Internet Marketing Acadamy), ISBN:
978-87-7681-815-9, 1st Edition.
• Kotler Philip, Keller and Kevin Lane, Marketing
Management (14th edition), (2000 )PearsonEducation, Inc.
• Seth Jagadeesh N and AtulParvatiyar, Customer relationship
Management, (2004), Saga publication Inc.
Newspaper
• Times of India
• India Today
• Business India
Website
• http://www.myntra.com/
• http://retail.economictimes.indiatimes.com/news/e-
tailing/myntra-explains-itsone-hour-delivery-management-for-
some-e-commerce-purchases/21950837
 http://www.mxmindia.com/2012/07/well-continue-focus-on-
customer-delightsays-myntras-bansal/

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