MYNTRA The Indian fashion and

lifestyle brand.

Plan to venture into the BPC market.

Journey SWOT ANALYSIS

Strengths Weakness

• Flipkart merger. • Limited market share growth.

• Retaining independence.
• Offering of over 1.5lakh products with
over 10,000 brands.
• Robust supply chain spread across
90,000+ locations.
• Success of end Of season sales.
• Wide-spread advertising campaigns.
• Low number of outlets.
• Lack of focus on BPC.
• Pre-conceived notion as a fashion
first brand.
• Lack of focus on lingerie Market.

Opportunities
• Selling private labels can increase
margin.
• Partnership with celebrity designers
and bollywood divas.
• Bridal collection for huge wedding
market in India.
• Expansion into global markets.
Threats
• Global competitors making their way.
• Increased competition with fashion
segment becoming popular.
• Economic fluctuations and unfavorable
govt policies
• App-only business model might prevent
it from capturing the growing online
space.

Political
• Flash sales banned
• COVID regulations
• Deep discounting
discouraged.
Environmental
• Minimizing utilization of
natural resources
• Myntra for earth.
PESTLE Analysis
Economical
Legal
• Flexible to changes
• Consumer cases
• Reduction of
• 322 cases filed in 2019
purchasing power due
to the pandemic
in P’kula District Technological
• Legal backlash for logo
• Doing well amid
lockdown • Using AI and Data Mining
 Team Rapid
 Myntra’s brand Moda
Rapido powered by AI
Social • Planning for chat based
assistant app
• Logo controversy
• Double taxation leading to customer dissatisfaction
 GAP Analysis To Enter BPC
Focus and Brand Image

• Primary focus on fashion

• BPC is not highlighted on their website
• To be tackled 1st to change the consumer perspective.

Collection and Offerings

• Lack of strong collection of BSE products.

• Lack of platform-exclusive brands.

Lack of Focus on Appliances

Lack of Focus on Appliances
With the lack of Salons and Beauty Parlours during pandemic, there
Like Moda Rapido in Fashion, Myntra should have
Is a huge market for BPC Appliances. This product portfolio is very
their own BPC brand either by own R&D or
weak in case of Myntra.
acquiring a small BPC company.
 Competitive Analysis

Strategy
• Digital Marketing on point.
• Social Media Marketing Resources and
• YouTube Marketing Capabilities
• Content Marketing
Nykaa’s business model:
• Omnichannel marketing strategy • Wide range of products.
• Adequate inventory

• Try and buy product strategy maintenance.

• Social media influencers.

• Taking risks to maintain

• Brand Image & Recognition
customer obsession.
 BPC Market Key Drivers

Main Factors Attractive Attributes

• Premiumisation
• Ingredient transparency
• At home services, online buying

• Peer feedback and product

• Marketing with specific focus
reviews

• Natural Products
• Recognising product with a

• Personalised skin care routines celebrity.

 Promotional Strategies
1. Splitting website into BPC and Clothing

2. Sub-brand strategy (2gud & Poco)

T
H
3. BPC Ad. Campaign on social media. A
N
4. Free products/Coupons on purchase milestones. K

5. Extend shop the look to BPC segment. Y

O
6. Introduce Try and Buy strategy in the BPC segment. U