DIGITAL MARKETING

STRATEGY OF FLIPKART
Ab Har Wish Hogi Puri
About the Company
Flipkart.com - India's best website to buy wide range of
products including Electronics, Books, Clothes,
Accessories, Home furnishing and much more.
The company was founded in 2007 by Sachin
Bansal and Binny Bansal. The company is registered in
Singapore, but has its headquarters
in Bangalore, Karnataka, India. Flipkart has launched its
own product range under the name "DigiFlip" with
products including tablets, USBs, and laptop bags.
Contd…
There was the huge risk taken by both the Bansal’s ” Sachin
Bansal & Binny Bansal “. (Started with selling of books ).
They both got a high profile job in the worlds biggest e-
commerce website named Amazon. Leaving Amazon to
start their own company with just Rs 4 Lakhs involved a
huge risk as there was no guarantee that their idea would
Succeed or not. It was a result of risk taking only that today
Flipkart generates 1.5 cr a day.
FLIPKART Business Objective
To increase Traffic and boost sales and revenue through
integration of Mobile Apps, Display, Pay Per Click and
Search Engine Optimization.
Social Media Strategy
Google Adwords
PPC Search ad – Category based text ads.

Display – Products offers based ad images.

Gmail – Content / Topic based Text ads.

Keyword Targeted – FLIPKART.

Paid ad rank – 6 or 7.

Overall Paid Search Performance – Good.

 Successful Brand Campaigns and
TV Commercials
 ” Fair Tale “
 ” No Kidding, No Worries “
 ” Shopping ka Naya Address “
 “Shop Anytime, Anywhere “
 ” Big Billion Day “, ” Singles Day
“.
 The objective is to build the brand
as a verb for Shopping.
 Target Biggest event of the year i.e
IPL T20 2014
 Total 29 ads released Since 2011
 Portraying Kids as Adults in ads gives
higher brand recall.
 Ads Targeted as Pan India Shoppers of
all generation.
 Ads aimed to popularize the brand as a
verb.
 Testimonial based Creative Campaigns
to demystify the fear of Online
Shopping experience.
 Mobile App downloads TV ad to
increase m-commerce Value.
 Launching Campaigns i.e ” The Big
Billion Day “
 Facebook Strategy
Category Focused FB page i.e books, gaming, fashion etc, which is for building
engagement with fans.
Deals and Offers based FB Page which is for customer acquisition.
Likes- 3.3 million
Seasons to Festivals or Birthday based Cover Photos.

Updates on new Products and Customer queries.

Response on customer Complaint is average and Inconsistent.

Running Contests / Gamification.

Exclusive customer tab for support.

Avg Response per Post 40-50

Focus is on Customer acquisition and engagement.
 Twitter Strategy
Follower -160 K

Updates on new Product, Offers and Discounts using appealing Videos and Images.

Tech @ Flipkart exclusive channel on tech updates.

Running Product / Services based contest Like Flipkart Frist, AcerA1 on Flipkart.

Avg 2-3 Products offers / launch based post per day basis.

Flipkart Support Exclusive Channel on queries Solution.

Flipkart Offers Special offers based channel.

24*7 Customer Service Channel.

Real-time Connect.

Response on the query is on real time.

 YouTube Strategy
It does not have its own channel.

It Executes lots of Youtube Campaigns. i.e Search Page,

Display ad, Video ad etc.
Total 29 Videos Uploaded.

Total Video Views- 1.4 million

Pinterest
Deals/ Offers based Pinterest.

8 Boards and 290 Followers.

 Google+ Strategy
Followers- 500 k

1-2 Post on Per day basis.

Less focus on deals / offers.

More focus on Company Updates, Product Launch Updates

besides, Festive /season/customer mood based posts.
Focus is on more on engagement and brand building
rather customer acquisition.
Interaction / Engagement with the follower is the area of
improvement.
Content Marketing Strategy

It has its own Official Blog.

Blog page gives updates about company, industry, tech

etc.
It has its own unique tech-focused blog too.

PR release page also exists.

PR release about company info, events, exclusive product

service updates.
Affiliate Marketing Strategy
Earn up to 15 % for each Purchase on the website.

Payment via Gift Voucher and EFT Options.

Referral Payout for each month/Category is

Communicated.
Payment made 45 days after the month of Sale.

After lower Commission Compared to Competition.

Various reports are released to help Affiliates.

Mobile Marketing Strategy

Mobile Optimized website is available.

Mobile app on all Platforms( iOS, Android, Windows)

5 Million downloads, 4.3 rating, responding to each negative

review.
25% sales via mobile.

Campaigns aiming towards Product Launch, Acquisition,

Engagement and retention.
Mobile remarketing does not seem to be Part of Strategy.

Mobile Weekend offers to target repeat Purchase.

SEO rank for relevant words
Flipkart, Online Shopping, Buy Books Online, Online Book
Store, Online Shopping India, Online Shopping Website,
Online Shopping Store, Mobile, Cameras, Lifestyle & more
Online @ Flipkart.com

*Data taken from Semrush.com

Main organic keywords Competitors

*Data taken from Semrush.com

RESULT ACHIEVED BY
FLIPKART.COM:
Website Rank
Google Page Rank – 6/10

Alexa Website World Rank -#104

India Rank - 8

Daily Page Views- 10.1 million

Growth Hacking tools used
HELLOBAR

Google Analytics