MARKETING ASPECTS OF FLIPKART

ABSTRACT
This paper give the marketing information about the The leading e-commerce company
in India FLIPKART , Flipkart is an Indian e-commerce company headquarter in Bangalore,
Karnataka. It was founded by Sachin Bansal and Binni Bansal in 2007 . In its initial years,
Flipkart focused on online sale of books, but later expanded to electronic goods and a variety of
other products which provides a Very easy web interface with a Payment convenience following
the techniques like which is the marketing strategy of flipkart. With its 7ps strategy product,
price, place promoting, packaging, poisoning, people.
Be it its path-breaking services like Cash on Delivery, a 30-day replacement policy, EMI
options, free shipping - and of course the great prices that it offer, everything they do revolves
around its obsession with providing customers a memorable online shopping experience. Then
there's dedicated Flipkart delivery partners who work round the clock to personally make sure
the packages reach on time.
So it's no surprise that flipkart is a favorite online shopping destination.

Key words: cash on delivery , EMI, free shipping .

MARKETING ASPECTS OF FLIPKART

INTRODUCTION
Flipkart is an Indian e-commerce company headquartered in Bangalore, Karnataka. Its
being touted as Indias answer to Amazon. Founded by Sachin Bansal and Binny Bansal (not
related to each other) in Oct 2007, Flipkart has catapulted to one of Indias most popular ecommerce sites and undoubtedly as the most popular online destination for books within a short
span of three years ..
ABOUT
Flipkart was established in 2007 by Sachin Bansal and Binny Bansal, both alumni of the
Indian Institute of Technology Delhi. They worked for Amazon.com before quitting and finding
their own company. Initially they used word of mouth marketing to popularize their company. A
few months later, the company sold its first book on flipkart.com - John Woods' Leaving
Microsoft to Change the World. Today, as per Alexa traffic rankings, Flipkart is among the top
30 Indian web sites and has been credited with being India's largest online bookseller with over
11 million titles on offer. Flipkart broke even in March 2010 and claims to have had at least
100% growth every quarter since its founding. The store started with selling books and in 2010
branched out to selling CDs, DVDs, mobile phones & accessories, cameras, computers,
computer accessories and peripherals, pens & office supplies, other electronic items such as
home appliances, kitchen appliances, personal care gadgets, health care products etc.

Interesting Statistics about the company

As of today, Flipkart employs over 4500 people
It experiences 2 million unit sales and 4 million unique visitors per month with sales growing
at 25% per month, eyeing a $50 million run rate
With close to 11.5 million titles, Flipkart is the largest online book retailer in India with 80
per cent market share
It has a registered user base of two million customers and ships out as many as 30,000 items
a day, clocking daily sales of Rs 2.5 crores
Flipkart is rapidly expanding its network of warehouses, distribution centers, procurement
operations and 24/7 customer support teams. The company even has its own delivery
network in 27 cities and is set to expand this even further by next year

MARKETING ASPECTS OF FLIPKART

MARKETING STRATEGY WITH AD CAMPAIGN.

Flipkart has been mostly marketed by word of mouth advertising. Customer satisfaction
has been their marketing medium. Flipkart very wisely used SEO (search engine optimization )
and Google ad-words as the marketing tools to have a far reach in the online world. Flipkart.com
official Facebook page has close to 9lack likes flipkart recently launched a series of 3 ads with
tag line No kidding No Worries. Kida were used to create the adverts to send out the
message if a kid can do it, you can also do it.
The message is very clear to make people more comfortable with flipkart, to generate a
great customer relationship and loyalty on the basis of great product prices and excellent
customer service. All in all to create a great customer experience
In this campaign too, Flipkart continues with the kids as adults theme.

LOCATIONS
The company's headquarters is located in Bangalore's Koramangala neighbourhood. Flipkart has
offices, warehouses and customer service centres across India. Warehouses are located in the
following cities, often near airports.

Bangalore, Karnataka
Chennai, Tamil Nadu
Delhi
Kolkata, West Bengal
Mumbai, Maharashtra
Noida, Uttar Pradesh
Pune, Maharashtra
Kochi, Kerala
7 PS OF MARKETING

Product

Appearance the ease in the website interface even for the first visitor
Quality checking of the product before packing (visual test)
Packing different packing(eg. Bubble pack for electronic items)
Brands all brands integrated in one website
Warranty one year warranty from the manufacturers side

MARKETING ASPECTS OF FLIPKART

Price

Special discount
As shipping is within India the shipping cost reduces
Seasonal discounts
Free shipping
For expensive products transit cost is borne by company

Place
Tie ups with local vendors and courier firms (thereby avoiding octroi charges)
Company owned warehouse in major cities near airport
Trying to achieve minimum returns
Promotion

SEO and SEM

Word of mouth marketing
TVC lately to encourage non-online shoppers
More online marketing like FB, Twitter, linkedin
Hiring people with high sense of ownership, generalist with more attitude to learn

People
Service people, Sales Clerks, Delivery drivers, Managers, Complaints department,
Accounting, Warranty people, Technical people, all work for the customer ease, customer
satisfaction and customer delight.
Packaging
Different packaging for different product to ensure safe delivery
Flipkart the name goes with the online cart
Design and packaging is common so customers can relate it to the company
Physical evidence
Customers feel Flipkart is cheap, on time delivery, replacement; the online myth is
gradually eradicated
Competitors see Flipkart as the market leader, with the acquisition of letsbuy.com
General public want to try it once for its creative TVC is making people curious to
experience flipkart.

MARKETING ASPECTS OF FLIPKART

Conclusion
From the above paper we can clearly understanding the launching of the flipkart as a
book seller to the second most popular online megastore and also it gives an outline about the
work the founders have done from the day one to reach the success . the marketing strategy of
the company with the innovative ad campaigns are the crucial to FLIPKART to reach this
position . there are no major feasible threats in future. The company has built a brand name ,
they just have to maintain and enhance the same. It needs to keep introducing more products,
adapting to changing needs of the customer with time

REFERENCES