Presented by:Ravindra Lattoo(44) Presented by:Ravindra Lattoo(44
BIRTH OF FLIPKART.COM
WHY BOOKS AS THEIR FIRST CHOICE?
GROWING STORY OF FLIPKART.COM MARKETING MIX OF FLIPKART.COM RECOMMENDATIONS
Sachin Bansal (CEO and Co-founder) & Binny Bansal
(COO and Co-founder) started India’s Own Amazon.com named as Flipkart. Had better knowledge of technology.com ventured into E-commerce in 2007 by their founders as They were IIT-Delhi graduates Big believers and passionate about E-commerce Sniffed the trend of increasing internet penetration in India.
.100. so it becomes easy for the consumer to trust the new Flipkart. Books approximately starts with Rs. Book was chosen because Lower transaction size.e.WHY BOOKS AS THEIR FIRST CHOICE?
Books is the core selling product of Flipkart. To emerge as a pioneer in book retailing rather than venturing comparison shopping engine.i. Shipping and handling of books is easy.com for 1st transaction rather than mobile phones/cameras.com right from
the start. Better shelf life.
20 crore in FY 2009 2010.COM
Started from 2 employees. 75 crore in FY 2010 . Flipkart had a revenue of 4 crore in FY 2008 . and the revenue for FY 2011 .2009.2012 which ends on 31 Mar 2012 is expected to be 500 crore.The company targets revenues of 5000 crore by 2015.
.GROWING STORY OF FLIPKART. Started with books first then mobiles and accessories as shown besides.2011.2 suppliers
and now has around 4500 employees and >500 suppliers now.
.MARKETING MIX OF FLIPKART.
easy to browse through the
products.g. If we take the
quality of books available in Crossword and Landmark is same as the quality of books ordered by Flipkart.com. make convenient payments using different methods and better Search Engine Optimization..
Product line on Flipkart.com have warranties as promised by the
brand of the product if applicable. pre-order products. easy to use. add products to wishlist or to a cart. E.. Bajaj MX 2 1200 Watts Iron with 2 Years Bajaj India Warranty and extra paid warranty for the particular brand is available if applicable.
Quality level of the products is absolutely fine E.
Products are packed in such a way that they are Tamper proof.
.g. get product reviews and opinions.PRODUCT
Website is great.
weather proof and breakage proof.
trustworthy in terms of swift services and secure payments. quality-oriented products with lower price offerings than retail market).
Product line is extensive one as discussed earlier.
Flipkart as a brand has already differentiated itself as a pioneer
in book retailer.PRODUCT…
30-day replacement guarantee for faulty products. innovative product line. Derives
around 50% of its revenue from selling books online.com.
.in and Indiaplaza. (Video for the
same).customer delightful service which has helped them to form its own distinctive image better than few unheard competitors such as Tradus.
Some unique product features of
Flipkart.com such as Wishlist E-gift voucher
as and when required.
Flipkart launched a new Electronic Wallet feature that allows
shoppers to purchase credit to their Flipkart account using credit or debit cards. and can subsequently be utilized to make purchases on the site.
As on date more than 80% orders of Flipkart are handled via
warehouses which helps in quick and efficient service.
We deliver orders in 1 day in Tier-I cities and 2-3 days in Tier II
cities and 3-5 days Tier III cities
Shipping and Courier would act as intermediaries in this process.PLACE
Channel type: Words of mouth (if we can say that) which has
been key driver for their growth.
When an order is placed they either serve the order from their
inventory or procure the book on demand from various suppliers and then deliver the customer.
Bangalore Chennai Delhi Hyderabad Mumbai Noida Pune Kolkata
Warehouses are located in the following cities. often near
Price of the product taking account of various expenses such as
Differentiated themselves by giving best selections. Shipping expenses. taxes. best services
at lowest best possible prices.
Roughly about 5-7% profit per book orders which indicates that
generation of revenue is on volume basis. Upper edge in competitive pricing. Packaging expenses.Courrier expenses. (Video for the same)
Discounts upto 35% across all categories. sales and advertisement expenses. Transportation expenses. depreciation. discount allowances and many more expenses. inventory maintenance expense. office and stationery expenses.
Flipkart's focus is to hire those who are able to consistently raise the bar and introduce a variety of innovations to move this organization forward.
Selection Criteria at Flipkart:-While years of experience are
always beneficial for a candidate. Business Planning and
Analytics. Telephone Sales force is only 2% of the total employees focussing to reduce the unsold/goods not much in demand. Business Development. ERP. we feel it is absolutely necessary that our employees are also able to grow professionally with the organization. Supply-Chain Management and Customer Support are generating revenue for it. As Flipkart grows.
Adequate Training as per their roles and responsibilities is given
to them accordingly and incentives.PROMOTION
Employees of divisions like Website.
. Product Management and Marketing.
mode of payment.
. gift voucher. Publicity is by words of mouth publicity generating trust and accountability to users. It is the only customer support division in India having 24x7
customer support functioning for issues such as regarding choice of the product to purchase. order status & cancellation and returns.courier.how to order on website. (Video for the same).PROMOTION…
Majority of Flipkart are employed in Customer support division. Unique tool of Sales Promotion is Affliate on their website. Having even tie up with Skype for the same on the website for user delight.shipping.
Launched their first campaign in tvc on 05/05/2011 with the concept of Granny. Launced their second campaingn ”No kidding. No
worries” that we are serious about our promises we make and experience shopping safely. Magic Presenting The Concept of Getting Books Delivered at Doorsteps at just one click of The Mouse through a Fairy-Tale.PROMOTION…
As internet/web strategy used Google Ad-words.facebook.
. blogs. Advertising focused on first Words of mouth from 2007-10 as the advertisment cost was not affordable Focused on Print and TVC from 2011 onwards.used Google ad-words. delightfully and with ease. Mouse.social
networking sites such as twitter. e-mail campaigns.
Should start its own courier service to save expenses. Advertise more in TierII and Tier III cities by hoarding and print media
and Transit advertising.
Make relationships with every possible supplier of Tier I cities as major
revenue comes from them.
If affordabe use movieplex advertising. Have localization of content and website if extending business to foreing
Tie up with international suppliers.
com in books category.RECOMMENDATIONS…
Sell textbooks as a band and magazine
subscriptions or fortnightly magazines at Flipkart.Shoes and jwellery in your product line. Sell Toys and Games(not video). Sell Musical instruments in Music category. Add a new category of Sports and Outdoor Category in your product line.
. Add a new category of Clothing.