MINOR PROJECT REPORT

ON
“STUDY ON ONLINE APPAREL INDUSTRY WITH SPECIAL

REFERENCE TO MYNTRA”

A Project Report Submitted in the partial fulfillment of the requirements for the
award of the degree of
BACHELOR OF BUSINESS ADMINISTRATION
(BANKING AND INSURANCE)
Under the guidance of
Ms.MANSI
Submitted by
SANYAM ARORA
Enroll no:05791101822
(2022-2025)

SRI GURU TEGH BAHADUR INSTITUTE OF MANAGEMENT

AND INFORMATION TECHNOLOGY
(AFFIIATED TO GGSIPU )

I
 DECLARATION
I hereby declare that the project work entitled STUDY ON ONLINE APPAREL INDUSTRY
WITH SPECIAL REFERENCE TO MYNTRA affilated to GURU GOBIND SINGH
INDRAPRASTHA UNIVERSITY is a record of an original work done by me. Under the
guidance of Ms. MANSI faculty member, Sri Guru Tegh Bahadur Institute of Management
And Information Technology.

……..……………..
(Signature of the scholar)
Name of scholar:
SANYAM ARORA
Enrollment no:
05791101822

Place: Delhi
Date:

I
 CERTIFICATE
This is to certify that the project work name, roll no. BBA(B&I) student of Sri Guru Tegh
Bahadur Institute of Management And Information Technology has been project work on
STUDY ON ONLINE APPAREL INDUSTRY WITH SPECIAL

REFERENCE TO MYNTRA. Under the guidance of Ms. Mansi

…………….
Signature of HOD
(Dr. Bipasha Chaudhary)

……………….
Signature of Project Guide
(Ms. Mansi)

……………………
(Signature of scholar)
Name of scholar
Sanyam Arora
Enrollment no
0579110182
2
Place : Delhi
Date:

II
 ACKNOWLEDGEMENT
With Profound sense of gratitude & regard, I express my sincere thanks to my guide & mentor
Ms. Mansi for here valuable guidance & the confidence she installed in me, that helped me in
successful completion of this Project report. Without her help , this project would have been a
distant affair. Her through understanding of the subject & the professional guidance is indeed
of immense help to me . I am also thankfull to the faculty members of our institute who
cooperated with me and gave me their valuable time.

……………………

(Signature of the scholar)

Name of the scholar:

Sanyam Arora

Enrollment no:

05791101822

Place: Delhi

Date:

III
 TABLE OF CONTENT

S.NO. PARTICULARS PAGE NO.

Declaration I.
Certificate II.
Acknowledgement III.
1. Chapter -1 Introduction to industry
1.1 Fashion industry 1-2
1.2 Key sectors of fashion industry
1.3 Future of fashion industry

2. Chapter-2 Introduction to company

2.1 Products of the company
2.2 Myntra App
2.3 Growth of online App
2.4 Online marketing in Myntra
3. Chapter-3 About the topic
3.1 PESTLE Analysis
3.2 Myntra marketing strategy &
marketing mix (4P’s)
3.3 Myntra swot analysis
3.4 competitors of Myntra

IV
4. Research Methodology
4.1 Types of data 44-45
4.2 objectives of the study 46
4.3 Limitations of the study 46

5. Ch -5 Findings of the study 47

6. Ch -6 Suggestions 48
7. Ch-7 Conclusion 49
8. References
9. Annexures 52

V
 CHAPTER 1

INTRODUCTION TO THE INDUSTRY

FASHION INDUSTRY

Fashion industry, multibillion-dollar global enterprise devoted to the business of making and
selling clothes. Some observers distinguish between the fashion industry (which makes “high
fashion”) and the apparel industry (which makes ordinary clothes or “mass fashion”), but by
the 1970s the boundaries between them had blurred. Fashion is best defined simply as the style
or styles of clothing and accessories worn at any given time by groups of people. There may
appear to be differences between the expensive designer fashions shown on the runways
of Paris or New York and the mass-produced sportswear and street styles sold in malls and
markets around the world. However, the fashion industry encompasses the design,
manufacturing, distribution, marketing, retailing, advertising, and promotion of all types of
apparel (men’s, women’s, and children’s) from the most rarefied and expensive haute couture
(literally, “high sewing”) and designer fashions to ordinary everyday clothing—from couture
ball gowns to casual sweatpants. Sometimes the broader term “fashion industries” is used to
refer to myriad industries and services that employ millions of people internationally.

The fashion industry is a product of the modern age. Prior to the mid-19th century, virtually
all clothing was handmade for individuals, either as home production or on order from
dressmakers and tailors. By the beginning of the 20th century—with the rise of new
technologies such as the sewing machine, the rise of global capitalism and the development of
the factory system of production, and the proliferation of retail outlets such as department
stores—clothing had increasingly come to be mass-produced in standard sizes and sold at fixed
prices. Although the fashion industry developed first in Europe and America, today it is an
international and highly globalized industry, with clothing often designed in one country,
manufactured in another, and sold in a third. For example, an American fashion company
might source fabric in China and have the clothes manufactured in Vietnam, finished in Italy,
and shipped to a warehouse in the United States for distribution to retail outlets internationally.
The fashion industry has long been one of the largest employers in

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the United States, and it remains so in the 21st century. However, employment declined
considerably as production increasingly moved overseas, especially to China. Because data on
the fashion industry typically are reported for national economies and expressed in terms of
the industry’s many separate sectors, aggregate figures for world production of textiles and
clothing are difficult to obtain. However, by any measure, the industry inarguably accounts
for a significant share of world economic output.

The fashion industry consists of four levels: the production of raw materials,
principally fibres and textiles but also leather and fur; the production of fashion goods by
designers, manufacturers, contractors, and others; retail sales; and various forms of advertising
and promotion. These levels consist of many separate but interdependent sectors, all of which
are devoted to the goal of satisfying consumer demand for apparel under conditions that enable
participants in the industry to operate at a profit.

Key sectors of the fashion industry

1.1 Textile design and production

Most fashions are made from textiles. The partial automation of the spinning and weaving
of wool, cotton, and other natural fibres was one of the first accomplishments of the Industrial
Revolution in the 18th century. In the 21st century those processes are highly automated and
carried out by computer-controlled high-speed machinery. A large sector of the textile industry
produces fabrics for use in apparel. Both natural fibres (such as wool, cotton, silk, and linen)
and synthetic fibres (such as nylon, acrylic, and polyester) are used. A growing interest in
sustainable fashion (or “eco-fashion”) led to greater use of environmentally friendly fibres,
such as hemp. High-tech synthetic fabrics confer such properties as moisture wicking (e.g.,
Coolmax), stain resistance (e.g., 303 High Tech Fabric Guard), retention or dissipation of body
heat, and protection against fire, weapons (e.g., Kevlar), cold (e.g., Thinsulate), ultraviolet
radiation (Solarweave), and other hazards. Fabrics are produced with a wide range of effects
through dyeing, weaving, printing, and other manufacturing and finishing processes. Together
with fashion forecasters, textile manufacturers work well in advance of the apparel production

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cycle to create fabrics with colours, textures, and other qualities that anticipate consumer
demand.

1.2 Fashion design and manufacturing

Historically, very few fashion designers have become famous “name” designers, such as Coco
Chanel or Calvin Klein, who create prestigious high-fashion collections, whether couture or
prêt-á-porter (“ready-to-wear”). These designers are influential in setting trends in fashion,
but, contrary to popular belief, they do not dictate new styles; rather, they endeavour to design
clothes that will meet consumer demand. The vast majority of designers work in anonymity
for manufacturers, as part of design teams, adapting trendsetting styles into marketable
garments for average consumers. Designers draw inspiration from a wide range of sources,
including film and television costumes, street styles, and active sportswear. For most
designers, traditional design methods, such as doing sketches on paper and draping fabric on
mannequins, have been supplemented or replaced by computer-assisted design techniques.
These allow designers to rapidly make changes to a proposed design’s silhouette, fabric,
trimmings, and other elements and afford them the ability to instantaneously share the
proposed changes with colleagues—whether in the next room or on another continent.

Only a minuscule number of designers and manufacturers produce innovative high-fashion

apparel. An even smaller number (mostly in Paris) produce haute couture. Most manufacturers
produce moderate-priced or budget apparel. Some companies use their own production
facilities for some or all of the manufacturing process, but most rely on separately owned
manufacturing firms or contractors to produce garments to the fashion company’s
specifications. In the field of women’s apparel, manufacturers typically produce several
product lines (collections) a year, which they deliver to retailers at predetermined times of the
year. Some “fast fashion” manufacturers produce new merchandise even more frequently. An
entire product development team is involved in planning a line and developing the designs.
The materials (fabric, linings, buttons, etc.) need to be sourced and ordered, and samples need
to be made for presentation to retail buyers.

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An important stage in garment production is the translation of the clothing design into a pattern
in a range of sizes. Because the proportions of the human body change with increases or
decreases in weight, patterns cannot simply be scaled up or down uniformly from a basic
template. Pattern making was traditionally a highly skilled profession. In the early 21st
century, despite innovations in computer programming, designs in larger sizes are difficult to
adjust for every figure. Whatever the size, the pattern—whether drawn on paper or
programmed as a set of computer instructions—determines how fabric is cut into the pieces
that will be joined to make a garment. For all but the most expensive clothing, fabric cutting
is accomplished by computer-guided knives or high-intensity lasers that can cut many layers
of fabric at once.

The next stage of production involves the assembly of the garment. Here too,
technological innovation, including the development of computer-guided machinery, resulted
in the automation of some stages of garment assembly. Nevertheless, the fundamental process
of sewing remains labour-intensive. This puts inexorable pressure on clothing manufacturers
to seek out low-wage environments for the location of their factories, where issues of industrial
safety and the exploitation of workers often arise. The fashion industry in New York City was
dominated by sweatshops located on the Lower East Side until the Triangle shirtwaist factory
fire of 1911 led to greater unionization and regulation of the industry in the United States. In
the late 20th century China emerged as the world’s largest producer of clothing because of its
low labour costs and highly disciplined workforce.

Assembled garments go through various processes collectively known as “finishing.” These

include the addition of decorative elements (embroidery, beading); buttons and buttonholes,
hooks and eyes, snaps, zippers, and other fasteners; hems and cuffs; and brand-name labels
and other labels (often legally required) specifying fibre content, laundry instructions, and
country of manufacture. Finished garments are then pressed and packed for shipment.

For much of the period following World War II, trade in textiles and garments was strictly
regulated by importing countries, which imposed quotas and tariffs.
These protectionist measures, which were intended (ultimately without success) to prevent
textile and clothing production from moving from high-wage to low-wage countries, were

4
gradually abandoned beginning in the 1980s. They were replaced by a free-trade approach,
under the regulatory aegis of the World Trade Organization and other international regulatory
bodies, that recognized the competitive advantage of low-wage countries but also the
advantage provided to consumers in rich countries through the availability of highly affordable
apparel. The advent of containerization and relatively inexpensive air freight also made it
possible for production to be closely tied to market conditions even across globe-spanning
distances.

Although usually not considered part of the apparel industry for trade and statistical purposes,
the manufacture and sale of accessories, such as shoes and handbags, and underwear are
closely allied with the fashion industry. As with garments, the production of accessories ranges
from very expensive luxury goods to inexpensive mass-produced items.
Like apparel manufacturing, accessory production tends to gravitate to low-wage
environments. Producers of high-end accessories, especially handbags, are plagued by
competition from counterfeit goods (“knockoffs”), sometimes produced using inferior
materials in the same factories as the authentic goods. The trade in such imitation goods is
illegal under various international agreements but is difficult to control. It costs name-brand
manufacturers hundreds of millions of dollars annually in lost sales.

1.3 Fashion retailing, marketing, and merchandising

Once the clothes have been designed and manufactured, they need to be sold. But how are
clothes to get from the manufacturer to the customer? The business of buying clothes from
manufacturers and selling them to customers is known as retail. Retailers make initial
purchases for resale three to six months before the customer is able to buy the clothes in-store.

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Fashion marketing is the process of managing the flow of merchandise from the initial
selection of designs to be produced to the presentation of products to retail customers, with the
goal of maximizing a company’s sales and profitability. Successful fashion marketing depends
on understanding consumer desire and responding with appropriate products. Marketers use
sales tracking data, attention to media coverage, focus groups, and other means
of ascertaining consumer preferences to provide feedback to designers and manufacturers
about the type and quantity of goods to be produced. Marketers are thus responsible for
identifying and defining a fashion producer’s target customers and for responding to the
preferences of those customers.

1.4 Fashion retail

Marketing operates at both the wholesale and retail levels. Companies that do not sell their
own products at retail must place those products at wholesale prices in the hands of retailers,
such as boutiques, department stores, and online sales companies. They use fashion shows,
catalogs, and a sales force armed with sample products to find a close fit between the
manufacturer’s products and the retailer’s customers. Marketers for companies that do sell
their own products at retail are primarily concerned with matching products to their own
customer base. At both the wholesale and the retail level, marketing also involves promotional
activities such as print and other media advertising aimed at establishing brand recognition
and brand reputation for diverse characteristics such as quality, low price, or trendiness.

Closely related to marketing is merchandising, which attempts to maximize sales and

profitability by inducing consumers to buy a company’s products. In the standard definition
of the term, merchandising involves selling the right product, at the right price, at the right
time and place, to the right customers. Fashion merchandisers must thus utilize marketers’
information about customer preferences as the basis for decisions about such things as stocking
appropriate merchandise in adequate but not excessive quantities, offering items for sale at
attractive but still profitable prices, and discounting overstocked goods. Merchandising also
involves presenting goods attractively and accessibly through the use of store windows, in-
store displays, and special promotional events. Merchandising specialists must be able to
respond to surges in demand by rapidly acquiring new stocks of the favoured product. An
inventory-tracking computer program in a department store in London, for example, can
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trigger an automatic order to a production facility in Shanghai for a certain quantity of
garments of a specified type and size to be delivered in a matter of days.

By the early 21st century the Internet had become an increasingly important retail outlet,
creating new challenges (e.g., the inability for customers to try on clothes prior to purchase,
the need for facilities designed to handle clothing returns and exchanges) and opening up new
opportunities for merchandisers (e.g., the ability to provide customers with shopping
opportunities 24 hours per day, affording access to rural customers). In an era of increasingly
diverse shopping options for retail customers and of intense price competition among
retailers, merchandising has emerged as one of the cornerstones of the modern
fashion industry.

1.5 Fashion shows

Fashion designers and manufacturers promote their clothes not only to retailers (such as
fashion buyers) but also to the media (fashion journalists) and directly to customers. Already
in the late 19th century, Paris couture houses began to offer their clients private viewings of
the latest fashions. By the early 20th century, not only couture houses but also department
stores regularly put on fashion shows with professional models. In imitation of Parisian
couturiers, ready-to-wear designers in other countries also began mounting fashion shows for
an audience that combined private clients, journalists, and buyers. In the late 20th and early
21st centuries, fashion shows became more elaborate and theatrical, were held in
larger venues with specially constructed elevated runways (“catwalks”) for the models, and
played an increasingly prominent role in the presentation of new fashions.

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By the early 21st century, fashion shows were a regular part of the fashion calendar. The
couture shows, held twice a year in Paris (in January and July) by the official syndicate of
couture designers (comprising the most exclusive and expensive fashion houses), present
outfits that might be ordered by potential clients but which often are intended more to
showcase the designers’ ideas about fashion trends and brand image. Ready-to-wear fashion
shows, separately presenting both women’s and men’s wear, are held during spring and fall
“Fashion Weeks,” of which the most important take place in Paris, Milan, New York,
and London. However, there are literally dozens of other Fashion Weeks internationally—
from Tokyo to São Paolo. These shows, of much greater commercial importance than the
couture shows, are aimed primarily at fashion journalists and at buyers for department stores,
wholesalers, and other major markets. Extensively covered in the media, fashion shows both
reflect and advance the direction of fashion change. Photographs and videos of fashion shows
are instantaneously transmitted to mass-market producers who produce inexpensive clothing
copied from or inspired by the runway designs.

1.6 Media and marketing

Media of all kinds are essential to the marketing of fashion. The first dedicated fashion
magazines appeared in England and France in the late 18th century. In the 19th century,
fashion magazines—such as the French La Mode Illustrée, the British Lady’s Realm, and the
American Godey’s Lady’s Book—proliferated and flourished. Featuring articles, hand-
coloured illustrations (known as fashion plates), and advertisements, fashion magazines—
together with other developments such as the sewing machine, department stores, and ready-
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to-wear clothing produced in standard sizes—played a significant role in promoting the
democratization of fashion in the modern era. The development of effective and inexpensive
methods of reproducing photographs in print media in the early 20th century led to the rise of
fashion photography and of heavily illustrated fashion magazines such as Vogue. Magazine
advertising rapidly became a principal marketing tool for the fashion industry.

The creation of cinema newsreels—short motion pictures of current events—and the rise of
television made it possible for people all over the world to see fashion shows and to imitate
the fashionable clothing worn by celebrities. The dominance of visual media continued in the
Internet age, with fashion blogs emerging as an increasingly important means
of disseminating fashion information. Red-carpet events such as awards ceremonies provide
an opportunity for celebrities to be photographed wearing designer fashions, thus providing
valuable publicity to the designers.

1.7 World fashion

Most people in the world today wear what can be described as “world fashion,” a simplified
and very low-cost version of Western clothing, often a T-shirt with pants or a skirt,
manufactured on a mass scale. However, there are also numerous smaller and specialized
fashion industries in various parts of the world that cater to specific national, regional, ethnic,
or religious markets. Examples include the design, production, and marketing of saris in India
and of boubous in Senegal. These industries operate in parallel with the global fashion industry
on a minor and localized scale.

One significant development in the field of ethno-religious dress was widespread adoption of
the hijab (religiously appropriate attire) among Muslim women not only in the Middle East but
throughout the Islamic world in the early 21st century. With millions of Muslim women living
in numerous countries worldwide, veiling norms and styles are myriad. For some, veiling can
mean a withdrawal from the vicissitudes of fashion altogether. Other women, including those
for whom modest garments are obligatory in public, may wear fashionable European styles
underneath their more conservative street attire. Still others have sought looks that are
themselves both chic and modest. At the beginning of the 21st century the international market

9
for modest fashions was growing. Muslim and non-Muslim designers produced a widening
selection of appropriate and stylish looks, and numerous fashion blogs and magazines
targeting Muslim women became available. Some designers and manufacturers confronted not
only the aesthetics of modest attire but also the practical challenges associated with
conservative dress, as seen in efforts to produce modest yet effective swimwear and sportswear
for Muslims.

1.8 The fashion system

The fashion industry forms part of a larger social and cultural phenomenon known as the
“fashion system,” a concept that embraces not only the business of fashion but also the art and
craft of fashion, and not only production but also consumption. The fashion designer is an
important factor, but so also is the individual consumer who chooses, buys, and wears clothes,
as well as the language and imagery that contribute to how consumers think about fashion.
The fashion system involves all the factors that are involved in the entire process of fashion
change. Some factors are intrinsic to fashion, which involves variation for the sake of novelty
(e.g., when hemlines have been low for a while, they will rise). Other factors are external (e.g.,
major historical events such as wars, revolutions, economic booms or busts, and the feminist
movement). Individual trendsetters (e.g., Madonna and Diana, princess of Wales) also play a
role, as do changes in lifestyle (e.g., new sports, as when skateboarding was introduced in the
1960s) and music (e.g., rock and roll, hip-hop). Fashion is a complex social phenomenon,
involving sometimes conflicting motives, such as creating an individual identity and being
part of a group, emulating fashion leaders and rebelling against conformity. The fashion
industry thrives by being diverse and flexible enough to gratify any consumer’s desire to
embrace or even to reject fashionability, however that term might be defined.
Hubert de Givenchy, (born February 20, 1927, Beauvais, France—died March 10, 2018),
French fashion designer noted for his couture and ready-to-wear designs, especially those he
created for the actress Audrey Hepburn.

Givenchy studied art at the École des Beaux-Arts in Paris and later studied law. At 17 he was
apprenticed to the Parisian designer Jacques Fath, but he did not remain with Fath for long;

10
during the next eight years he designed for the major Parisian fashion houses of Robert Piguet,
Lucien Lelong, and Elsa Schiaparelli, in turn. In 1952 he opened his own house and
maintained very low overhead costs in order to lower the prices of his designs. Givenchy’s
first collection, featuring flawlessly detailed separates, high-style coats, and elegant ball
gowns, gained immediate international recognition. His designs used imaginative accessories,
silk prints, and embroidered fabrics. His “Bettina blouse,” named for a popular model,
reintroduced tailored shirting into high fashion.

In 1957 he, along with the famed Spanish designer Cristóbal Balenciaga, introduced the “sack
silhouette.” Givenchy’s designs for Audrey Hepburn in the 1961 film Breakfast at
Tiffany’s brought into vogue the high-bosomed princess dress without sleeves or a belt. After
Givenchy retired in the 1990s, the English designer John Galliano was hired as lead designer
for the couture house; when Galliano moved to the House of Dior, he was replaced
by Alexander McQueen, another English designer. Italian designer Riccardo Tisci took the
reigns in 2005.

CHAPTER 2
INTRODUCTION TO THE COMPANY

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 Myntra is a major Indian fashion e-commerce company headquartered in Bengaluru,
Karnataka, India. The company was founded in 2007 to sell personalized gift items. In May
2014, Myntra.com was acquired by Flipkart. In May 2022, Myntra launched an express
delivery service on its app to offer one of a kind of experience by fashion & beauty
platform. This service allow shoppers to receive their orders for products marked with ‘M-
express tag’ on the listing page within 24-48 hours of purchase.

Established by Mukesh Bansal along with Ashutosh Lawania and Vineet Saxena; Myntra
sold on-demand personalized gift items. It mainly operated on the B2B (business-to-
business) model during its initial years. Between 2007 and 2010, the site allowed customers
to personalize products such as T-shirts, mugs, mouse pads, and others.

In 2011, Myntra began selling fashion and lifestyle products and moved away from
personalisation. By 2012 Myntra offered products from 350 Indian and International brands.
The website launched the brands Fastrack Watches and Being Human.

In 2014, Myntra was acquired by Flipkart in a deal valued at ₹2,000 crore (US$260 million).
The purchase was influenced by two large common shareholders Tiger Global and Accel
Partners. Myntra functions and operates independently. Myntra continues to operate as a
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standalone brand under Flipkart ownership, focusing primarily on "fashion-conscious"
consumer

In 2014, Myntra's portfolio included about 1,50,000 products of over 1000 brands, with a
distribution area of around 9000 pincodes in India. In 2015, Ananth Narayanan became the
chief executive officer of Myntra. On 10 May 2015, Myntra announced that it would shut
down its website, and serve customers exclusively through its mobile app beginning 15 May.
The service had already discontinued its mobile website in favour of the app. ] Myntra justified
its decision by stating that 95% of traffic on its website came via mobile devices, and that 70%
of its purchases were performed on smartphones. The move received mixed reception, and
resulted in a 10% decline in sales. In February 2016, acknowledging the failure of the "app-
only" model, Myntra announced that it would revive its website.

In September 2017, Myntra negotiated the rights to manage Esprit Holdings's 15 offline stores
in India. Myntra reported a net loss of ₹151.20 crore in the financial year 2017–2018.

In January 2021, Myntra changed its logo, after a police complaint was registered that the logo
resembles a naked woman. The complaint was filed by a woman named Naaz Patel, who runs
an NGO called Avesta Foundation. In October 2007, Myntra received its initial funding from
Erasmic Venture Fund (now known as Accel Partners), Sasha Mirchandani from Mumbai
Angels and a few other investors.

In November 2008, Myntra raised almost $5 million from NEA-IndoUS Ventures, IDG
Ventures and Accel Partners. Myntra raised $14 million in a Series B round of funding. This
round of investment was led by Tiger Global, a private equity firm; the existing investors IDG
Ventures and Indo-US Venture Partners also put in substantial amount towards funding
Myntra.Towards the end of 2011, Myntra.com raised $20 million in its third round of funding,
again led by Tiger Global.[25][26] In February 2014, Myntra raised additional $50 Million
(Rs.310 crore) funding from Premji Invest and few other Private Investors.In April 2015,

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Myntra acquired Bengaluru-based mobile app development platform company Native5, with
a view to strengthen and expand Myntra's mobile technology team.

In July 2016, Myntra acquired mobile-based content aggregation platform Cubeit, to

strengthen and expand its technology team. In July, 2016 Myntra acquired their
rival Jabong.com to become India's largest fashion platform. In October 2017, Myntra
partnered with Ministry of Textiles to promote handloom industry.

In April 2017, the company acquired InLogg, a city-based technology platform for the e-
commerce sector. In April 2018, Myntra acquired Bengaluru-based start-up Witworks, a
maker of wearable devices to strengthen its technology team.In August 2018, Myntra acquired
Mumbai-Based start-up Pretr Online Services Pvt. Ltd., an end-to-end omnichannel platform
for retailFashion is the highest margin category and it demands differentiation. The ‘Flipkart
Group’ – that includes Flipkart Fashion which serves the masses, Myntra which serves
professionals with premium fashion, and Jabong for youngsters and students – now holds
70 percent of market share in India’s online fashion segment.

Myntra hit $1billion annual run rate a few months ago, Jabong became unit economic-
positive, and Myntra is now targeting $2 billion run rate by 2018. In fact, if Myntra’s claims
14
become true, it will be the first e-commerce player in India to turn profitable.To date, Myntra
remains the only B2C e-commerce platform that took the app-only route, albeit for just a
year. Myntra shut down its desktop website in May 2015 based on the traffic received via
its mobile app – more than 90 percent of traffic and 70 percent of orders.Fashion contributes
to 20 percent of GMV in online retail in India, and 37 percent of online retailers' revenues,
according to a report by Redseer Consultants. Myntra has gone extra miles to keep up the
leadership – with initiatives like ‘Try and Buy’ feature, which lets one try two to three items
at home – thereby solving the problem of size and fit.

Myntra has 12 private labels – including Anouk, Roadster, Mast and Harbour, and
Dressberry – which are now being sold on Jabong too. They provide about 22 percent of
revenue; Myntra is targeting 30 percent. Myntra is also taking efforts for standardisation of
sizes which should reduce returns due to wrong fit.

The team also supports the community by working with various NGOs across the country
and by offering upskilling, counselling, and by enabling market linkages. They donate a
portion of their bottom line to support underfunded non-profits working on queer rights,
mental health, and other issues.Now the leader of India’s online fashion commerce, Myntra
has had a decade-long run with ups and downs, investments and acquisitions, strategies
which worked and some which flopped.

Myntra understands its shoppers' needs and caters to them with choice of apparel,
accessories, cosmetics and footwear from over 500 leading Indian and international brands.
Prominent brands include Adidas, Nike, Puma, Catwalk, Inc 5, United Colors of Benetton,
FCUK, Timberland, Avirate, FabIndia and Biba to name a few. You can also shop from
some recently introduced labels such as - Roadster, Sher Singh, Dressberry, Kook N Keech
and ETC.

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
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 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.

Myntra has signed up Hrithik Roshan, Vijay Deverakonda and Dulquer Salmaan as its
newest brand ambassadors, alongside the existing celebrity ambassadors, Kiara Advani, and
Samantha Akkineni, to emphasize its hold on the Indian fashion sphere. Myntra will soon
unleash its biggest-ever lineup of star-studded brand commercials. These are aimed at
targeting consumers across the nation and giving Myntra the opportunity to engage with the
fans of the celebrities.

Hrithik Roshan’s popularity and global appeal is sure to influence the fashion choices of his
huge fan base. His ‘Greek God’ aspirational persona, the opulent style and fashion choices,
his acting and dancing prowess as well as the charisma he exudes are looked up to by
millenials and gen-Z, alike and will translate into strengthening Myntra’s positioning
further, reaching the audience to drive conversations around the overall men’s wear
category.

With back-to-back blockbusters to his credit and his association with philanthropic
initiatives, Vijay Deverakonda’s popularity knows no bounds. The brand’s partnership with
this youth sensation, whose carefree style and unconventional dressing choices, have made
him extraordinarily popular. With him on board, Myntra will be able to drive the brand’s
fashion conversation amongst his constantly growing fan base.

2.1 Products

Men: Myntra offers Men products and men wears with the high quality. The prices are very
reasonable.

 Topwear
 Bottomwear
 Footwear
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  Sports & Activewear
 Fashion Accessories
 Indian & Festive wear
 Innerwear & Sleepwear
 Gadgets
 Personal Care & Grooming
 Sunglasses & Frames
 Watches
Women: Myntra offers women fashion and wear. Must try Myntra women fashion with high
quality and at affordable prices.

 Indian & Fusion Wear

 Western wear
 Footwear
 Lingerie & Sleepwear
 Gadgets
 Sports & Active Wear
 Beauty & Personal Care
 Jewellery
 Belts, Scarves & More
 Watches & Wearables
 Sunglasses & Frames
 Backpacks
 Handbags, Bags & Wallets
 Luggages& Trolleys

Kids: Myntra offers kids products with high quality and at affordable prices.

 Boys Clothing
 Boys Footwear
 Girls footwear
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  Girls Clothing
 Infants
 Kids accessories
 Home & Bath
Home & Living: Myntra offers Home & Living products to the consumers with high quality
and at reasonable prices.

 Bed Linen & Furnishing

 Cushions & Cushion Covers
 Curtains
 Home Gift Sets
 Kitchen & Table
 Flooring
 Lamps & Lighting
 Bath
 Storage
 Home Décor

2.2 Myntra App

Myntra App, India’s no. 1 online fashion destination justifies its fashion relevance by bringing
something new and chic to the table on the daily. Fashion trends seem to change at lightning
speed, yet the Myntra shopping app has managed to keep up without any hiccups.

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Myntra has vowed to serve customers to the best of its ability by introducing its first-ever
loyalty program, The Myntra Insider. Gain access to priority delivery, early sales, lucrative
deals and other special perks on all your shopping with the Myntra app. Download the Myntra
app on your Android or IOS device today and experience shopping like never before.

2.3 Best Online Shopping Site In India For Fashion

Myntra is a leading e-commerce company. It is a clothing, footwear or accessories B2B

business, Myntra offers you the ideal combination of fashion and functionality for men,
women and kids. You will realise that the sky is the limit when it comes to the types of outfits
that you can purchase for different occasions.

 Smart men’s clothing – At Myntra you will find myriad options in smart formal shirts
and trousers, cool T-shirts and jeans, or kurta and pyjama combinations for men. Wear
your attitude with printed T-shirts. Create the back-to-campus vibe with varsity T-shirts
and distressed jeans. Be it gingham, buffalo, or window-pane style, checked shirts are
unbeatably smart.
 Trendy women’s clothing – Online shopping for women at Myntra is a mood-elevating
experience. Look hip and stay comfortable with chinos and printed shorts this summer.
Look hot on your date dressed in a little black dress, or opt for red dresses for a sassy
vibe.
 Fashionable footwear – While clothes make the man, the type of footwear you wear
reflects your personality. It bring you an exhaustive lineup of options in casual shoes
for men, such as sneakers and loafers.
 Stylish accessories – Myntra is one of the best online shopping sites for classy
accessories that perfectly complement your outfits. You can select smart analogue or
digital watches and match them up with belts and ties. Pick up spacious bags, backpacks,
and wallets to store your essentials in style. Whether you prefer minimal jewellery or
grand and sparkling pieces, online jewellery collection offers you many impressive
options.
 Fun and frolic – Online shopping for kids at Myntra is a complete joy. Your little
princess is going to love the wide variety of pretty dresses, ballerina shoes, headbands
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 and clips. Delight your son by picking up sports shoes, superhero T-shirts, football
jerseys and much more from our online store.
 Beauty – You can also refresh, rejuvenate and reveal beautiful skin with personal care,
beauty and grooming products from Myntra offers soaps, shower gels, skin care creams,
lotions and other ayurvedic products are specially formulated to reduce the effect of
aging and offer the ideal cleansing experience

2.4 Rapid growing of Online Industry

 Online sales is a rapidly growing element for many businesses. However, few industries
utilise ecommerce quite as much as the fashion industry. Blooming online retailers like
Myntra , Ajio are pushing online trade forward and demanding more and more. But
what advantages does this give to both consumers and retailers? And just how much
does the fashion industry need e Commerce ? We have gathered some key statistics
about the current situation in the market and put together a comprehensive overview
that will help you to understand the best practices for apparel sellers and how to optimize
your sales.
 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.

2.5 Numbers to understand the market

 More people than ever are using online retailers for their fashion purchases. The amount
of revenue being created by those people has allowed businesses to grow and is now
integral to their success.

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  Statistics show that e-commerce is now an essential tool for the fashion industry. In
2018, the industry generated a worldwide revenue of $481 billion. In 2019, that statistic
rose higher to $545 billion and is projected to rise further to $713 billion by 2022. The
constant rise in revenue generated is partially down to the rise in potential consumers.

 The number of consumers is expected to increase by a further 1.2 billion by 2020, with
most of those new buyers being aged between 16-35 years of age. Fashion ecommerce
is helped by growth in several sections of clothing. And whilst growth is slowing in
many of them, the projections are still positive.

 The strongest of those sections is the accessories and bags sector, which grew
by a huge 15.6% in 2018 and is projected to still grow by 8.7% by 2022.Here
are a few other statistics of note that have contributed to the growth of
ecommerce in the fashion industry:
 43% of purchases are made after personalised recommendations (via
advertisementS)
 75% of consumers brands to personalise messages, offers, and products
China was the most free-spending nation in 2019, spending $740 billion on
ecommerce. That is $179 billion more than was spent in the USA (the second
largest market). 77% of people in South Korea made an online fashion purchase
in 2019. That is the most of any nation

.
2.6 India's online fashion market will grow 35% to $30 billion in five years

 Myntra has ambitious predictions for the growth of the Indian online fashion
industry and expects it to grow by 35% to reach a value of $30 billion in the
coming five years.

 As the Indian e-commerce market continues to grow, Myntra sees omni-channel

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 retail as the future of Indian fashion. “Today the contribution of e-commerce to most
of the fashion business is 10% to 12%,” Myntra’s CEO Nandita Sinha said at the ET
Retail Tech Summit 2022, ET Retail reported. “This will grow to 30%. That means
almost one third of fashion in India in the next five years will be sold online or through
digital platforms.”

 By 2030, India is set to have one billion internet users, according to Sinha. As half of
India’s population is under 25 years old, this means that there are a lot of young
consumers as potential customers, which Myntra aims to capture as customers through
its increasingly interactive online shopping features such as live shopping.

 In order to continue to grow online, it is paramount to capture the interest of millennial

Gen Z shoppers, according to Sinha. “These are the consumers who will fuel the growth
in the coming years,” Sinha said. “It is very important to understand who these
consumers are and what is really driving their preferences and choices.

2.7 Online Marketing in MYNTRA

 Online marketing is a set of powerful tools and methodologies used for promoting
products and service through the internet. Online marketing includes a wider range of
marketing elements than traditional business marketing due to extra channels and
marketing mechanism available on the internet. Online marketing is advertising and
marketing the products or services of a business over Internet. Online marketing relies
upon websites or emails to reach to the users and it is combined with e-commerce to
facilitate the business transactions. In online marketing, you can promote the products
and services via websites, blogs, email, social media, forums, and mobile Apps.

 Online marketing strategy is critical for organization operating in markets with high
internet penetration. Online shops introduced the physical analogy of goods and services

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 at a regular “bricks and morter” shopping centres or retail Centre and many types of
online shopping. Business-to consumer (B2C) online shopping and business-to-business
(B2B) online shopping. Online stores in business to buy from other business. Online
stores enable the customer to check the firm’s product and services to view the images
or photos of the products and informing the product information’s and specifications,
price etc… Online marketing strategy is a critical for organization operated with very
high internet penetration. Online marketing strategies are

1. Social media marketing 5. Advertisements

2. Email marketing 6. SEO or SEM
3. Content marketing
4. Affiliate marketing

Online marketing is playing a vital role today. Marketing strategies are very important for
creating awareness about the products. This is the one tool where customers can easily get to
know about the product features, varieties, price, and other contents which are very essential
for the customers for making buying decision. On the other hand the company will also be
benefited as these strategies helps in increasing sales of products. Hence this study id
undertaken to know how effective the marketing strategies are helpful in increasing the sales
of products with respect to Myntra.

 Social media marketing

 Social media marketing is the utilization of social media stages and sites to advance an
item or administration. Despite the fact that the terms e-marketing and computerized
marketing are as yet prevailing in the scholarly community, social media marketing is
winding up more prevalent for the two specialists and scientists. Most social media
stages have worked in information examination apparatuses, which empower
organizations to track the advance, achievement, and engagement of advertisement
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 crusades. Organizations address a scope of partners through social media marketing,
including present and potential clients, present and potential representatives,
columnists, bloggers, and the overall population. On a vital level, social media
marketing incorporates the administration of a marketing effort, administration, setting
the degree

 Being an online apparel shopping, Myntra Social Media Strategy is aimed towards
fashion and latest design trends. It has a sizable 5 major platforms: Facebook, Twitter,
YouTube, Pinterest and Google Plus.

 But having a presence everywhere is not necessary. Your content marketing strategy
should be equally effective as well. So, while the brand is doing a good job at branding
itself, there are several facets where it can improve.

 this year’s edition of End of Reason Sale being their 14th! A well-established IP, EORS
has over the years helped them get millions of customers. On July 3, 2021, the first day
of the sale, they facilitated the purchase of about 4 million products, their highest-ever
opening day traffic. The e-commerce store was also able to make inroads into Tier 2-3
and beyond cities as more than half of their customers were making their first purchases
from these geographies. We take a look at the extensive social media campaign strategy
that made it possible for Myntra to run EORS in such a stride.

 Email marketing
 Email marketing is the act of sending of sending a business message, commonly to a
gathering of individuals, utilizing email. In its broadest sense, each email sent to a
potential or current client could be considered email marketing. It more often than not
includes utilizing email to send commercials, ask for business, or request deals or gifts,
and is intended to construct steadfastness, trust, or brand mindfulness.

 Marketing emails can be sent to a bought lead list or a present client database. The term
as a rule alludes to sending email messages with the motivation behind improving a

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 shipper's association with present or past clients, empowering client dependability and
rehash business, getting new clients or persuading current clients to buy something
instantly, and sharing outsider promotions.

 he emails that they create are aesthetically appealing, and if that is the case, guess what
wonders they would have done on their platform. To attract a user, an email has to focus
both on the content and the layout, and that’s what makes Myntra’s email marketing
strong.

 Myntra uses its email marketing campaigns to make its existing customers buy from the
platform. Also, Myntra notifies the customers about a sale, discount, or offers on
specific brands. Also, Myntra creates fear of missing out (FOMO) with their email
subject lines so that the customer makes an impulse purchase.

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 Content marketing

 Content marketing implies pulling in and changing prospects into clients by making and
sharing important free content. The motivation behind content marketing is to help the
organization to make feasible brand steadfastness and give significant data to buyers,
and in addition make eagerness to buy items from the organization later on.

 This generally new type of marketing Implementation of online marketing strategies for
increasing sale of consumables product in Myntra Page | 4 Sullamussalam science
college, Areekode normally does not include coordinate deals. Rather, it fabricates trust
and affinity with the gathering of people. Digital content marketing is a management
process that uses digital products through different electronic channels to identify,
forecast and satisfy the content requirements of a particular audience. It must be
consistently updated and added to in order to influence the behaviour of customers

 Myntra influences its customers to buy from them by collaborating with influencers.
There are various content creators, celebrities, fashion bloggers, and bloggers on social
media platforms. They create content for their niche audience and have a loyal audience
base that follows what influencers suggest. The influencers create looks wearing the
apparel from Myntra and promote the brand.

 Myntra does not only collaborate with influencers with millions of followers base but
also collaborates with micro-influencers having 10K to 50K followers on Instagram. On
Myntra’s Instagram page, they share posts by such micro-influencers.

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 Affiliate marketing

 Myntra Affiliate Program gives a “refer and earn” platform to affiliates. The bloggers
can join the affiliate program and post reviews of Myntra products and services, and
with referrals, They get paid by Myntra.With this program, Myntra attracts on its
shopping platform. Affiliates post on their website, write blogs, give product reviews
and testimonials on their products, and the audience that views such reviews tends to
purchase from Myntra. It is a win-win for affiliates and Myntra because affiliates can
get a commission for their reviews, and Myntra attracts more customers.

 Myntra has resorted to a robust influencer marketing strategy to promote its upcoming
End of Reason Sale to be held from December 22-25, 2019. The Walmart-owned
platform has brought on board several influencers across categories, who are
showcasing Myntra attires and accessories along with style codes for the same.
 Such activities create instant awareness of the brand’s initiative. These young
influencers have a broad youth audience and so the website will get a relevant audience
for its sale.Instagram posts by influencer. Along with the basic strategy of promoting
sale through influencers directly, the brand is also organising contests like
#beunskippable, where the participants have to recreate an unskippable look of their
favourite iconic character and stand a chance to win vouchers worth Rs 500, etc.
Contests offer two benefits for the brands: first is engagement with the consumers, and
secondly, the brands offer rewards in the form of vouchers, which consumers can only
redeem by buying its products.

 The current edition will also bring in gamification, with four games — Brand Hunter,
Logo Mania, Crossword, Santa Delivery — that customers can play on the app and earn
points.
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  Advertisements: Online & Offline

 When it comes to advertisements, Myntra does not leave out any channel to advertise
their online shopping platform. Be it newspaper ads for an upcoming sale or a television
commercial featuring popular celebrities, Myntra tries everything.

 Myntra’s television commercials are dubbed in regional languages to pitch audiences

from different regions. One of its ad campaigns titled “UnSkippable” was launched in
Tamil, Telugu, Kannada, and Hindi. A brand running campaign in India has to make
sure that its advertisements are accessible to all the kinds of audiences and language
should not be a barrier in communicating the brand message

SEO and SEM

 Now, this is a strong one because 40.57% of the traffic that Myntra gets is from online
searches. From the 40.57% of its search traffic, 80.02% comes from its search engine
optimization strategy, and 19.98% of search traffic comes from paid advertisements.

 It means Myntra literally rules the search engine by their strong paid marketing and
optimization strategy. An online platform has to have strong SEO and SEM strategy to
increase traffic on its website, and Myntra is setting an example here.

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 CHAPTER 3

ABOUT THE TOPIC

3.1 PESTLE Analysis of Myntra

 The brand on its business tactics. Myntra PESTLE Analysis examines the various
external factors like political, economic, social, technological (PEST) which impacts its
business along with legal & environmental factors. The PESTLE Analysis highlights
the different extrinsic scenarios which impact the business of the brand.PESTLE
analysis is a framework which is imperative for companies such as Myntra, as it helps
to understand market dynamics & improve its business continuously. PESTLE analysis
is also referred to as PESTEL analysis

 Micro-Environment

Success Mantra Of Myntra Com has divided its marketing environment into two
sections. For that reason, the first sector involves leading management and organizing
structure, operations management, purchases of basic material and assets, financial
analysis, accounting book keeping and research study advancement. Success Mantra Of
Myntra Com always work on these factors of micro to capitalize the strong position of
their brand names

 Macro-Environment

It includes all the external forces and threats/opportunities which impact the company
positively and unfavorably. For this reason, the company macro marketing method
factors includes political, cultural, social, technological, environmental and
demographical modifications. The Success Mantra Of Myntra Com have actually
developed in those nation who have actually effectively controlled overs it external
factors like US, China and Canada.
29
 Economic Factors:

 Below are the economic factors in the PESTLE Analysis of Myntra:Like many fashion
brands, economic factors define how business operations unfold.

 Although the Covid-19 induced lockdown brought sales of fashion of Myntra to a halt,
it tapped newer opportunities to increase its sales. Thus, it started selling masks and
personal protective gears on its platform. In another instance, Myntra found that with
work from home rules in force, people would need lounge wear and leisure wear. Thus,
it sold these items to consumers. Yet, the Covid-19 lockdown has impacted the company
negatively also. For example, sales fell by 20% in the month of March. This is because
the consumers have deferred their discretionary spending. Despite this, the company
plans to add more shoppers. Every year it comes up with End of Reason Sale that starts
in December. It also tried to serve more than 1.8 lakh shoppers during its flagship year-
end sale on its website and app. The company offered a diverse portfolio of more than
2500 brands ahead at End of Reason Sale.

 Social Factors

 Following are the social factors impacting Myntra PESTLE Analysis :

 There are lot of opportunities for e-commerce platforms like Myntra to take advantage
of. For example, the government wants such platforms to grow in rural areas too. The
government will help set up the logistics and even provide some funding for the same.
Furthermore, if e-commerce companies collaborate to provide a common service, they
can take advantage of economies of scale and share costs. Post the Covid-19 lockdown,
there is a surge in online shopping as concerns of safety persist in the online mode. This
surge in demand can be attributed to Tier 2 and Tier 3 cities. According to the annual
report by Unicommerce, many sectors are set to gain. These include electronics, fashion

30
 and accessories, pharmaceuticals, Fast-moving consumer goods, etc. There are other
factors also which are contributing to the growth. These include growth of new online
shoppers, digital focus of shopping brands, preference of businesses towards D2C
model. Thus, Myntra, too will gain on these factors and grow.

Technological Factors:

 The technological factors in the PESTLE Analysis of Myntra are mentioned below:

 Myntra is making use of new technologies like data mining and artificial intelligence.
This would help its designers understand newer patterns and styles and make more sales.
The brand is already tapping into consumer data to leverage its platform. It is also using
augmented reality to improve the connect with its consumers. The brand is also adding
more features on its app. Such features allow shoppers to rate their apparel purchases.
Another characteristic is the use of augmented reality to produce unique t-shirts for its
brands. So, whenever, a shopper points at such t-shirts, the deign comes live. The brand
has also come up with an innovative project called as Rapid technology. The objective
is to deliver apparel products in a faster manner. The project involves estimate demand
and make quick response to new trends, reduce expenses and deep discounting in a more
cost-effective way.

 The project also entails using Artificial Intelligence systems that can recognize different
shapes, designs and make related clothes

Legal Factors:
Following are the legal factors in the Myntra PESTLE Analysis:

 The legal environment of e-commerce companies in India is still evolving. There are
still lot of litigations involved against such companies. For example, there are more than
322 cases against Myntra pending in the Panchkula District Consumer Redressal Forum.
31
 Many of these cases involve the company charging lower prices by deep discounts and
adding taxes illegally. Also, there is lot of legal uncertainty after Walmart-Flipkart deal.
The deal involved Walmart acquiring a 77% stake in Flipkart for a record $16 billion.
There is lot of criticism involving the deal, with some accusing Walmart of subverting
FDI rules in India. Many traders have chosen to go the legal route under the Competition
Act, 2002. For example, the All-India Online Vendors Association (AIOVA), a group
of 3000 online sellers filed a petition against Flipkart alleging deep discounting,
preferential treatment to merchants using the platform and the Walmart-Flipkart deal.
All these litigations could hurt the financial performance of Myntra.

Environmental Factors:

 In the Myntra PESTLE Analysis, the environmental elements affecting its business are
as below:

 The brand has come up with eco-friendly fashion. These apparels use production and
packaging processes that are less harmful to environment and are also easily breakable
after the products’ life cycle are complete. Myntra is also collaborating with other
brands to provide eco-friendly products. It partnered with LenzingEcoverofiber brand
in October 2020. The aim was to deliver garments manufactured using eco-friendly
viscose fibre. This has helped the brand make a new portfolio of environmentally-
friendly clothes for both men and women. Such partnerships help the brand address
evolving wants of consumers and boost its sales.

 Moreover, the brand has equipped 2 of its Fulfilment Centers with solar roof panels to
reduce the company’s carbon footprint. These centers are located in Bhiwandi and
Bilaspur and meet more than 30% of operational demand by generating electricity. Such
measures will help Myntra become more carbon-neutral and further improve its brand
image and reputation in the market.To conclude, the above Myntra PESTLE Analysis

32
 highlights the various elements which impact its business performance. This
understanding helps to evaluate the criticality of external business factors for any brand.

 This article has been researched & authored by the Content & Research Team. It has
been reviewed & published by the MBA Skool Team. The content on MBA Skool has
been created for educational & academic purpose only.

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3.2 Myntra Marketing Strategy & Marketing Mix (4Ps)

 Marketing Strategy of Myntra analyses the brand with the marketing mix framework
which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing
strategies like product innovation, pricing approach, promotion planning etc. These
business strategies, based on Myntra marketing mix, help the brand succeed in the
market.

 Myntra marketing strategy helps the brand/company to position itself competitively in

the market and achieve its business goals & objectives. Let us start the Myntra
Marketing Strategy & Mix to understand its product, pricing, advertising & distribution
strategies:

 Product Strategy
 Pricing Strategy
 Place and Distribution Strategy
 Promotional and Advertising Strategy

Myntra Product Strategy:

 The product strategy and mix in Myntra marketing strategy can be explained as follows:

 Myntra is an online retailer of branded apparel and products which sells online through
its website and apps. What started off as a platform for personalisation of gift items,
today has grown into an e-commerce fashion stop with more than 2000 international
and domestic brands on its product catalogue. Myntra as a product offering in its
marketing mix offers a platform for buyers and sellers. Myntra also provides various
add-on online shopping services like free home delivery, easy exchange and returns and
cash on delivery.

34
  Myntra has recently launched a new service wherein the user can try clothes before
buying them. Apart from providing e-tailing services and selling products for other
brands online, Myntra also has a varied line of in-house branded products.

 With brands like Roadster in jeans and casual wear, Anouk in women ethnic wear and
Dressberry in women western wear segment, the company is making fashion accessible
to youth at affordable prices and fulfilling its key service proposition of “Convenient
shopping experience at an affordable price”. Myntra also collaborates with celebrities
to come up with fashion labels inspired by them, for e.g. Deepika Padukone’s All About
You in women ethnic and western wear and Hritik Roshan’s HRX in sportswear.

Myntra Price/Pricing Strategy:

 Below is the pricing strategy in Myntra marketing strategy:

 Myntra is present in an extremely competitive environment and hence has focuses on

competitive pricing.

 Although Myntra sells branded products, it follows a heavily discounted pricing model.
The discounting is done to attract more customers and create a loyal userbase. Myntra
also organises shopping festivals named End of Reason Sales in which goods are sold
at 60-80% discounted price. This discounted model has been augmented by tech-led
pricing in recent years using Myntra’s in-house software and algorithms. This pricing
model dynamically prices the products based on various data from the usage pattern and
search history of customer and hence, is known as dynamic pricing model. The pricing
of in-house labels is done competitively, still it costs the consumer around 20-25%
cheaper. Moreover Myntra Original brands give a margin of 60% to the company, as
compared to 35-40% offered by third party brands

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Myntra Place & Distribution Strategy:

 Following is the distribution strategy in the Myntra marketing mix:

 Myntra is an online marketplace, so the customers make buying decisions after

interaction with the app or website. Every detail of each product is mentioned in a
structured catalogue which is easily accessible to the user. Once the customer decides
and pays online, an order is placed. The order processing starts and the nearest
warehouse to the customer is located, after which the product is packed and dispatched
to the customer via Myntra logistics. Customers can even opt to pay cash on delivery.
Myntra has recently started using geo-tagging technology so that it can locate and access
the inventories of 10 of its partner brands from their warehouses.

 Myntra is planning to reduce both shipping cost and time by using this technology and
dispatch products to customers from the nearest possible location.

 Since this is a service marketing brand, here are the other three Ps to make it the 7Ps
marketing mix of Myntra.

People:

 Myntra, being an ecommerce services company, has a strong people policy. Online
shopping portal is a relatively low contact service but that does not diminish the
importance of Myntra’s workforce at all. The employees are a big part of delivering its
promise of excellent and on-time service to its customers. Myntra is a young company
which is in growing phase, therefore talent retention and acquisition is a major challenge
for it. Myntra clearly states its employment policies on website and looks for high
achieving individuals with passion, energy and drive to learn and excel. It follows fun
at work philosophy and tries to make the work environment exciting for employees.
Myntra has also won Trendsetting Workplace Award for its high-end mall like
workplace having live video ramps, gaming zones, comic con and much more. It also
gives highly competitive pay package to its employees in order to decrease attrition rate
and retain talent

36
 Physical Evidence:

 Myntra’s service excellence is extremely well known and trusted across the nation. It is
most famous among young females. Its happy and loyal customer base is the biggest
physical evidence of its service. As of December 2016, Myntra had a monthly userbase
of 13 million. Even the service design is such that customers can easily put their faith
in the company. Free shipping, cash on delivery and 30-days return policy with no
questions asked help foster good relations with the customer and prove that the services
of Myntra are 100% trustworthy. The success of this strategy is reflected in the fact that
the return rate of fashion products on Myntra is approximately 20%. This shows that the
return procedures are so easy and trustworthy that even after returning, almost all the
customers come back to shop on Myntra.

Process:

 The process of Myntra is at the core of its success so far. From shopping, to payment,
to delivery, everything is a well-defined and structured process which makes it easier to
identify the fail points and be ready for remedial action if required. Once the order is
placed, advanced technologies like geo-tagging are used to locate the nearest warehouse
to the customer and then order is shipped through in-house Myntra logistics. Meanwhile,
all of this process is made transparent and visible to the customer as he can access the
tracking information of his shipment on his phone and know exactly when and where
his package is. Operations is the heart of any e-commerce business and Myntra is a
pioneer in merging technology into it to achieve new levels of excellence. Hence, this
concludes the marketing mix of Myntra.

37
3.3 Myntra SWOT Analysis

 SWOT analysis of Myntra analyses the brand by its strengths, weaknesses, opportunities
& threats. In Myntra SWOT Analysis, the strengths and weaknesses are the internal
factors whereas opportunities and threats are the external factors.

 SWOT Analysis is a proven management framework which enables a brand like Myntra
to benchmark its business & performance as compared to the competitors. Myntra is
one of the leading brands in the IT & Technology sector.

 For Myntra, SWOT analysis can help the brand focus on building upon its strengths and
opportunities while addressing its weaknesses as well as threats to improve its market
position. Let us start the Myntra SWOT Analysis :

38
Myntra Strengths

 The strengths of Myntra looks at the key aspects of its business which gives it
competitive advantage in the market. Some important factors in a brand's strengths
include its financial position, experienced workforce, product uniqueness & intangible
assets like brand value. Below are the Strengths in the SWOT Analysis of Myntra :

1. Merger with flipkart has increased its strength and capacity

2. Retention of its independence even after merger.

3. Offering of more than 1.5 lakhs products with over 1000 brands

4. Efficient supply chain and delivery capability helps it to cater to 90,000+ locations.

5. ”End of season sale” –a huge success, Rs.90 crore worth of goods sold

6. Good advertising and marketing campaigns on TV, internet and print

Myntra Weaknesses

 The weaknesses of a brand are certain aspects of its business which are it can improve
to increase its position further.

 Certain weaknesses can be defined as attributes which the company is lacking or in

which the competitors are better. Here are the weaknesses in the Myntra SWOT
Analysis:

 Intense competition means limited market share growth

39
 Myntra Opportunities

 The opportunities for any brand can include areas of improvement to increase its
business. A brand's opportunities can lie in geographic expansion, product
improvements, better communication etc. Following are the opportunities in Myntra
SWOT Analysis:.

1. Selling private labels can increase their margin

2. Partmership with celebrity designers, bollywood movies can increase its fashion
appeal..

3. Bridal collection to tap the big wedding market in India

4. Expansion into global markets can boost business

Myntra Threats

 The threats for any business can be factors which can negatively impact its business.
Some factors like increased competitor activity, changing government policies, alternate
products or services etc. can be threats. The threats in the SWOT Analysis of Myntra
are as mentioned:

1. Global competitors like Amazon slowly making its foray

2. Fashion segment is becoming popular leading to increased competition

3. Economic fluctuations and unfavorable govt policies

4. Adding to its niche proposition is its app only business decision and closing website
might prevent it from capturing the growing online space

40
Competitors of Myntra

Myntra’s top competitors include ajio , nykaafashion , adidas , bewakoof , nike , koovs
, ZARA . The competitive advantage of e-commerce companies is mainly because of
cost leadership or product differentiation. With Myntra, it is because of cost leadership.
However, before 2010, Myntra also had gained market space in product differentiation
by providing customised t-shirts and mugs. For instance, during IPL, Myntra provides
t-shirts with a person’s name printed on it.
Here are some images regarding the competitors :

41
42
Myntra has become a worth competing fashion e-commerce company because of its
unique business model and attractive discount offers. Myntra also keeps on revising its
business strategies with exigencies of time. It started with the B2B model and shifted to
the B2C model. Thus Myntra offers good competition to e-commerce companies,
especially in the apparels sector.

43
 CHAPTER 4

RESEARCH METHODOLOGY
The research methodology used in this study is mainly designed as an empirical work based
on secondary data, obtained through pre tested questinaire, internet browsing, involved in this
sector as well as

4.1 Types Of Data

 Primary.
As the name implies, this is original, first-hand data collected by the data researchers.
This process is the initial information gathering step, performed before anyone
carries out any further or related research. Primary data results are highly accurate
provided the researcher collects the information. However, there’s a downside, as
first-hand research is potentially time-consuming and expensive.

 Secondary.
Secondary data is second-hand data collected by other parties and already having
undergone statistical analysis. This data is either information that the researcher has
tasked other people to collect or information the researcher has looked up. Simply
put, it’s second-hand information. Although it’s easier and cheaper to obtain than
primary information, secondary information raises concerns regarding accuracy and
authenticity. Quantitative data makes up a majority of secondary data.

Advantages of Primary Data

Now let us discuss briefly the advantages of Primary data

 More Accurate:
 Updated information:.
 More Control over data.
 Privacy is maintained:

44
Disadvantages of Primary Data

 Time-consuming process:
 Costly:
 Require more labor:
 The questionnaire must be easy and understandable:.
 Feedback may be faulty:

Advantages of Secondary Data:

 Ease of access
 Low cost or free
 Time-saving
 Longitudinal analysis
 Anyone can collect the data
 It is the richest type of data available to you in a wide variety of sources and topics.

Disadvantages Of Secondary Data

 Might be not specific to your needs

 You have no control over data quality
 Biasness
 Not timely
 .You are not the owner of the information

45
4.2 Objectives of the study

 To analyze the promotional strategies of Myntra

 To find the level of satisfaction to the customers of Myntra
 To study the effectiveness of online marketing strategies in increasing the sale of
products of Myntra

4.3 Limitations Of The Study

 Shortage of time is also a reason for incomprehensiveness

 Most of the data being secondary can be biased towards the company
 Most of the information was taken from secondary sources being based on previously
printed data.

46
 CHAPTER 5
FINDINGS OF THE STUDY

 Myntra PESTLE Analysis examines the various external factors like political,
economic, social, technological (PEST) which impacts its business along with legal &
environmental factors.
 The PESTLE Analysis highlights the different extrinsic scenarios which impact the
business of the brand.
 Myntra set up its Rapid Project, also known as Vorta, three years ago with the aim of
streamlining and speeding up the process of delivering fast fashion.
 Two years after the launch, Myntra had achieved a 35 day turnaround time for clothing,
from design to purchase.
 There are no significant difference between the male and female in respect of
satisfaction level of customers
 content marketing is the winner among all other strategies. Content marketing
encompasses blogs, videos, social media posts, podcasts, webinars, and more

47
 CHAPTER 6
SUGGESTIONS OF THE STUDY

 The following are the suggestions that appeared while analysing the study
 Since few of the customers are buying products through offline, awareness need to be
created for increasing online payment mode
 Usage of products by the customers is required to be more as few of the customers are
buying yearly also
 Promotional strategies need to be improved so as to motivate the customers to make
buying decision
 The company has to make ease for searching products what they are looking for Special
offer need to be provided for attracting the customers
 Complete information about the product need to be advertised for better understanding
of the product
 Lucky draw, coupons, etc. are required to promote the customers and also to increase
the sales
 The company has to give inform all customers for the new products launching time
 Ensure quick delivery
 Lack of out of stock should consider

48
 CHAPTER 7
CONCLUSION

Today online marketing strategies are very important for the customers to get to know
about the products and also for the company to increase their sales which in turn helps
to achieve their goals like profitability and survival. Marketing strategies are means for
achieving the organizational goals. Social media marketing, e-mail marketing, content
marketing etc. are some of the online marketing strategies that helps consumers in
selecting the right products at the right time and at the right cost where customers can
get a clear understanding of the products. Customer satisfaction is one of the major and
significant factors that has to be met with the help of various marketing tools and
techniques. Here an attempt is made to understand the implementation of online
marketing strategies by Myntra in increasing the sale of products. It can be concluded
that, Myntra has adopted various strategies so as to help customers and also to increase
the sale of products in the highly competitive market.

Marketing and Sales is a core activity of Myntra. By looking at the popularity of Myntra
we can conclude that Myntra is doing a much better job in Marketing & providing its
services to customer. From the above findings we can easily conclude that Myntra has
more competitive advantage, not only with price and quality but with the perception of
the consumer as well. People had a better shopping experience with Myntra.com.

49
 REFERENCES
 Websites
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24u682Q9XYlM
 https://browntape.com/what-is-myntra-ppmp/
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MARKETING-STRATEGIES-OF-MYNTRA.pdf
 https://www.mbaskool.com/marketing-mix/services/17246-myntra.html
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to-create-buzz-for-11th-edition-of-end-of-reason-sale/
 https://en-gb.facebook.com/business/success/2-myntra
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pQqIkiAibMQhM%252C_lAJ4g0_6s0RQM%252C_%253BLqB5KA2xzrWVjM%25
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 2CGgYEBD2fuP6aYM%252C_%253BbtE4QwdyKPN4EM%252CvFRhs8rgrg-
4CM%252C_%253By0ht5_fMc3cjFM%252CYyA0U5FITq2JlM%252C_%253BrpS
NJOQqIA7mlM%252CbSR5_M0XuOFgLM%252C_%253Bse9pBEsvwedTIM%252
CLVM4C4JAyF9eRM%252C_%253Bqv0NTU5R3_I3EM%252CLAw7lE4a7OK0Y
M%252C_%253BcgXCQ5gFBBgtWM%252CQMWgd7uykXPLcM%252C_%253B8
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51
 ANNEXURES

QUESTIONNAIRE

1. From where you get to know about online product offer on Myntra ?

Friends

Internet

Magazines

Advertisement

Newspaper

Online Search

2. Do you prefer online payment on myntra.

Yes

No

52
3. Why do you prefer myntra.com for Purchasing ?

Convenient

Time saving

Less costly

Security

Any other

4. Do you purchase due to offer on Myntra ?

Yes

No

5. What type of products you purchase through Mynta.com ?

Electronics goods

Gifts

Home goods

Cosmetics

53
 Clothes and accessories

Others

6. Do you think that online Purchasing is secure in terms of online

payment in Myntra.com?
Strongly Agree

Agree

Neutral

Disagree

Strongly disagree

7. Rate the payment preference on Myntra.

Debit Card

Credit card

Cash on Delivery

Cheque

SMS Billing

Postal money order

54
8. Are the products purchases through online Purchasing as perthe
methodology of „What you see is what you get” (MYNTRA)?
Yes

No

Can’t Say

9. How do you rate the after sale support of Myntra support service?

Excellent

Good

Average

Bad

55
 Extremely bad

10. Are you satisfied with mode of payment for online Purchasing

Yes

No

Can’t say

11. Rate your purchasing on Myntra.

Highly satisfied

Satisfied

Neutral

Dissatisfied

Highly dissatisfied

12. Do you recommend to your friends for Myntra.

Yes

No

56