By Group 1, Section A

Kaberi Malakar
Maithili Joshi
Suman Sharma
Tanya Saxena
M Vamsi Bhaskar
Swaranjit Saha
Introduction
Myntra is a one stop shop for all the fashion and lifestyle needs.

Myntra
Myntra is an 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 2011, Myntra began selling fashion and lifestyle products and

moved away from personalization. By 2012 Myntra offered
products from 350 Indian and International brands
Type of business Private
Myntra functions and operates independently. Myntra continues to
operate as a standalone brand under Flipkart ownership, focusing Area served India
primarily on "fashion-conscious" consumers Founder(s) Mukesh Bansal
Vineet Saxena
Ashutosh Lawania
In 2014, Myntra's portfolio included about 1,50,000 products of
over 1000 brands, with a distribution area of around 9000 pin CEO Amar Nagaram
codes in India
Parent Flipkart
Value Proposition: Myntra's value proposition revolves around Subsidiaries Fitiquette
giving consumers the power and ease of purchasing fashion and Roadster
lifestyle products online.

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Business Model of Myntra
Virtual merchant (aggregator of many brands)

Marketplace/Aggregator based Myntra procures current season merchandise from various brands and make them
model available at the portal at the same time as in respective retail brand outlets

VALUE
PROPOSITION Giving consumers the power and ease of Purchasing lifestyle and fashion products online

SALES REVENUE Sales revenue and transaction fee model

COMPETITIVE Cost leadership, product differentiation and customization. Global service across 40
ADVANTAGE countries.

Focused on establishing itself as a brand, Positions itself as new age fashion Brand Uses digital platform
MARKETING like Facebook and electronic media to target youth Also uses viral marketing, occasional and referral
STRATEGY discounts

ORGANISATION Small organization with 250 employees. Offers best in class salary to attract and retain talent. Employs better
DEVELOPMENT qualified people as compared to its competition.

MANAGEMENT Established by Mukesh Bansal, Ashutosh Lawania and Vineet Saxena in February 2007. Headquartered in
TEAM Bangalore with regional offices in New Delhi, Mumbai and Chennai

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Revenue Model
Business to Customer (B2C)
Sellers gets the
agreed price minus
Product accepted & Myntra’s commission
Inventory- led Business Model Myntra arranges for not returned
the products to be
Customer shops for shipped
the desired products
Get customers to
view the products Step 07
List sellers who sell the Step 06
apparels/products that
Myntra sells
Step 05
App only Mode
Step 04
Step 03
Core Bread & Butter of the Model : X% commission on the total sale value given to the seller
Step 02
Step 01
•% commission ranges between 5% and 20% depending on the type of product
•Sells directly through App/Website or via Affiliate networks (Bloggers, Coupon
websites, Review websites, etc)
•Myntra also makes money out of selling their Inhouse brand online
•Example: Myntra has acquired majority stake in HRX for $ 50mn
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 Value Chain Analysis

Support Activities

Firm Infrastructure
The generic requirement of Myntra was for the
office to reflect youthfulness, freshness, and
vibrancy while incorporating fashion for its
overall theme. The planning team left no stone
unturned in making this dream a reality.

Human Resource Management

Myntra is one such support activity which may
make or break any organization in the long-term.
catalogue, choose what he/she wants to shop for, make an online
It's a real employee-friendly organization. The
payment and receive the products at his/her doorstep.
firm focuses on work-life balance.
Procurement
Technology
It is vital for Myntra as they deal in the merchandising business.
Its technological ability allows online retail to be
They receive the final products from various brands, store them at
possible by hosting the online site within which
their various warehouses then ship them to the customer when
the customer can flick through the online
ordered.
 Primary Activities Marketing and Sales
It is one of the critical activity of Myntra. Through
Inbound Logistics appropriate marketing, Myntra is creating awareness among
Myntra procures products of varied brands like Levi's, Adidas, Nike, customer & enhancing their online shopping experience. By
UCB etc. from respective factories or warehouses in bulk. They even observing the recognition of Myntra, we can conclude that
have Inhouse brands and oversee production themselves, e.g., Roadster. Myntra is doing a way better job in Marketing & providing
its services to the customer.
Operations
• Every product received is first counted followed by sorting and Services
quality checking and finally labelling it • Try and buy service
• Each item then given a product code and a unique tracking ID no. for • Easy Return
tracing purpose • Easy Exchange
• All new items are photographed and their dimensions are recorded in • Easy Refund
the system • Exchange of old clothes and accessories, earn points and
• As soon as customer placed order, packaging and billing procedure save on next shopping
takes place then the product is handed over to Outbound logistics
team

Outbound logistics
• It's among the critical activities for Myntra
• They use third party courier services for outbound logistics.
• It's their responsibility to provide the demanded product to the third
party courier as soon as possible. They then keep track of the time
interval and inspect to decrease it with collaboration from the courier
company
• Their in-house Logistics Partner is E-Kart
Marketing of Myntra

Positions itself as a fashionable

new age brand

Has successfully used social networking

websites Facebook and Twitter to Has kept product prices at
expand its customer base. Also reasonable and pocket-friendly rates
promoted via print and electronic media to lure customers and increase its
like newspaper and television market share

Never targeted to cover the Metropolitan cities

Realizes the impact of star power and its with banners and hoardings, instead personalized
association with celebrities like Lisa Haydon, sports Jersey of Team India, IPL or FIFA has been a
Ranveer Singh, Kangana Ranaut and Hrithik well-thought promotion plan from Myntra, which
Roshan has helped it to create positive brand placed them differently above its rivals
visibility in the consumer market

Started initially with the online platform but Hasalso

has alsoadopted
adoptedseveral
severalschemes
schemes
later on after understanding the trend of the likeend
like the theof
end of season
season sale, sale,
users they switched to a mobile app version discounts and periodic
discounts and periodic offers offers
swiftly Launches major marketing
campaigns every year

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Competitive advantage
 Value Revenue Model Competitive Market Strategy Organizational Management Team
Proposition Advantage Development
Ease of Sales ●Cost leadership Positions itself as new ●Small organization ●Established by
purchasing revenue and age fashion Mukesh Bansal and
lifestyle and transaction ●product Brand: ●best in class salary to team
fashion products fee model differentiation ●Digital and Viral attract talent
online marketing ●Established in 2007
01 Myntra(aggregator of
many brands)
●Customization
●Global operations
●Referral discounts
●Flat Hierarchy
●Headquartered in
Bangalore
●Virtual trial Room

●word of mouth ●team of 10,000 ●Founded by Sachin

●hassle free online Sales ●First Mover in the Advertising employees and Binny Bansal
Shopping revenue and Indian electronic
Flipkart(marketplace transaction retail Industry ●Effectively uses SEO ●employee has high ●Established in 2007
●best prices in fee model ●India’s largest
02 model/hybrid sense of
India online bookseller ownership on ●Headquartered in
model) ●22 Million individual and Bangalore
Registered Users collective level.

●highest level of Transaction ●Constant ●creating the buzz ●Team of 4000 ●Headquartered in
Customer fee model innovation and good through innovative employees New Delhi
Satisfaction branding. ways
Snapdeal(pure-play ●Started by Kunal
03 marketplace model) ●fashion needs of
men, women and
kids
●Convenient and
accessible
●Celebrity
endorsement
Bahl and Rohit
Bansal in 2010

●to build a place Hybrid model ●Seasoned online ●Big advertising ●Organizational ●Launched in June
Amazon(pure-play where people can retailer Budget structure has 2013 in India

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come to find and ●Gain from ●Use almost every Business line
marketplace model) discover virtually economies of scale type of marketing function ●Registered office at
anything medium Bangalore
Conclusion
Myntra left its mark of innovation through online coupons

Myntra

Competitive advantage in any e-commerce business can be due to a cost

leadership or product differentiation or both.

In the case of Myntra the competitive advantage is mostly due to cost

leadership

Also Myntra’s business model up till 2009 was of customized t-shirts Marketing and Sales is a core
and mugs etc. which allowed it to have product differentiation activity of Myntra. By looking at
the popularity of Myntra we can
conclude that Myntra is doing a
much better job in Marketing &
In special cases it also enjoys competitive advantage due to product
differentiation. In case of IPL t- shirts the buyer can get his/her name providing its services to
imprinted on it. customer

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THANK YOU