Dissertation Report Flipkart (Marketing Stategies)

A DISSERTATION REPORT ON

MARKETING STRATEGIES OF FLIPKART AND THEIR EFFECT ON CONSUMERS IN AMITY  SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR AWARD OF THE DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION (BBA)

SUBMITTED TO-

SUBMITTED BY-

Mrs. RANJANA KOTHARI Amity Business Sc!!"  

PARAS PARAS GUPTA BBA-#THSEM A$%%%#&'(%''

AMITY BUSINESS S)HOO* +%'(-'#

DECLARATION

I, Paras Gupta, Roll No A50006413011, BBA (6! "#$#"#%& student of 

B)"'*#"" S+!ool, M*#"%, M*#"%, hereby declare that the project the A$' B)"'*#"" report

entitled

on,

-STU -STUD DY

OF

AD.E AD.ER RTISI TISING NG

STRA STRATE TEGI GIES ES

OF

FLIPKART AND THEIR EFFECT ON CONSUMERS/   is an original work and the same has not been submitted to any other institute for the award of any other degree.

 The interim report was presented to the supervisor on ………………. ………………. and the pres presubm ubmis issio sion n prese presenta ntatio tion n was was made made on …… ………… ………. ….The The feasib feasible le suggestions have been duly incorporated in consultation with the faculty guide.

P%#"#*'o* I*C!%#

S'*)%# o2 

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DECLARATION

I, Paras Gupta, Roll No A50006413011, BBA (6! "#$#"#%& student of 

B)"'*#"" S+!ool, M*#"%, M*#"%, hereby declare that the project the A$' B)"'*#"" report

entitled

on,

-STU -STUD DY

OF

AD.E AD.ER RTISI TISING NG

STRA STRATE TEGI GIES ES

OF

FLIPKART AND THEIR EFFECT ON CONSUMERS/   is an original work and the same has not been submitted to any other institute for the award of any other degree.

 The interim report was presented to the supervisor on ………………. ………………. and the pres presubm ubmis issio sion n prese presenta ntatio tion n was was made made on …… ………… ………. ….The The feasib feasible le suggestions have been duly incorporated in consultation with the faculty guide.

P%#"#*'o* I*C!%#

S'*)%# o2 

!# C*'#  

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D'%#+o%P%'*+'7l o2 !# '*"')#

ACKNO8LEDGEMENT

 This report has been made possible due to invaluable and support of a numb number er of peop people le to whom whom I own own my hear heartf tfel eltt grat gratit itud ude e and and with withou outt whose help I may not have been able to complete this report.

P%o2 (D% (D%&& M!)9 M!)9% %, HOD, HOD, A$' A$' B)"'*# B)"'*#"" "" I would like ike to thank ank P%o2 S+!ool, M*#"%, for e!tending full help in my project. "is consistent supp su ppor ortt and and coop cooper erat atio ion n sh show owed ed the the way way towa towarrds the the su succ cces essf sful ul completion of the project.

I would like to acknowledge the support of my faculty guide, M" R*:* #aculty, A$' B)"'*#"" S+!ool, M*#"%  for her constant guidance in this this proje project ct and for provi providin ding g me the necess necessary ary infor informat mation ion whenev whenever er re$uir re$uired. ed. "eartfelt thanks to other other faculty faculty members members of A$' B)"'*#""

S+!ool, M*#"% for their support and cooperation. co operation.

#inally I would like to give special thanks to my family and my friends who make it all happen and make make it worth while.

PARAS GUPTA

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INDE,

• • • • • • • • • • • • • • • •

Declaratio!!""!!!!!"!!!!!!!""!!!!"(#) Ac$o%le&'eet!!"""!!!!!!!!!""!!!!""() INTRODUCTION!!!!!!!!!!!!!""!"""!(*+,) Co-a. Pro/ile!"""!!!!!!!!"!!!!!!(#0+#) O12ecti3e4 o/ t5e 4t6&.!!!!!!!!!!!""""!!!(#7) Sco-e o/ t5e 4t6&.!!!!!!!!!!""!!"!!!!(#*) Mar$eti' Mi8 o/ Fli-$art!!!!!!!!!"!!!(#9+::) Literat6re re3ie%!!!!!!!!!!!!!!""""!(:+:9) Re4earc5 Met5o&olo'.!!!!!!!!!!!!!"!""(:;)  Re4earc5 Pla!!!!!!!!!!!!!"!!!"""!(:<) Seco&ar. Data!!!!!!!!!!!!!!!!"""!(:,) Priar. Data A& Iter-retatio!!!!!!"!!"!"(0+70) Liitatio4!!!!!!!!!!!!!!!!!""!!(7#)   Fi&i'4!!!!!!!!!!!!!!!!!"""!!""(7:) S6''e4tio4!!!!!!!!!!!!!!!!!!!"(7) Bi1lio'ra-5.!!!!!!!!!!!!!!!""!!(77+7*)

INTRODU)TION

5a4 t5e t5e /6& /6&a ae eta tall 'oal 'oal o/ icr icrea ea4i 4i' ' 4ale 4ale44 a& a& ac5i ac5ie3 e3i i' ' a Mretin Mretin/ / strte/ strte/y y 5a4 464taia1le co-etit co-etiti3e i3e a&3ata'e a&3ata'e"" Mar$eti Mar$eti' ' 4trate'. 4trate'. icl6&e4 icl6&e4 all 1a4ic= 1a4ic= 45ort+te 45ort+ter= r= a& lo'+ter acti3itie4 acti3itie4 i t5e /iel& o/ ar$eti' t5at &eal %it5 t5e aal.4i4 o/ t5e 4trate'ic iitial 4it6 4it6at atio io  o/ a co co-a. -a. a& a& t5e t5e /or /or6l 6lat atio io= = e3al e3al6a 6ati tio o a& a& 4ele 4elect ctio io  o/ar$et+ o/ ar$et+ oriete& 4trate'ie4 a& t5ere/ore cotri16te to t5e 'oal4 o/ t5e co-a. a& it4 ar$eti' o12ecti3e4" A ar$eti' 4trate'. %ill 5el- .o6 /oc64" It %ill i&eti/. t5e &i//eret %a.4 .o6 ca tal$ to .o6r c64toer4= a& cocetrate o t5e oe4 t5at %ill create o4t 4ale4" It tell4 .o6 %5at to 4a.= 5o% to 4a. it a& %5o to 4a. it to i or&er to a$e ore 4ale4" Beca64e tii' i4 critical= it %ill tell .o6 %5e to 4a. it too"

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T5e -roce44 646all. 1e'i4 %it5 a 4ca o/ t5e 164ie44 e3iroet= 1ot5 iteral a& e8teral= %5ic5 icl6&e4 6&er4ta&i' 4trate'ic co4trait4" It i4 'eerall. ece44ar. to tr. to 'ra4- a. a4-ect4 o/ t5e e8teral e3iroet= icl6&i' tec5olo'ical= ecooic= c6lt6ral=  -olitical a& le'al a4-ect4" Goal4 are c5o4e" T5e= a ar$eti' 4trate'. or ar$eti' -la i4 a e8-laatio o/ %5at 4-eci/ic actio4 %ill 1e ta$e o3er tie to ac5ie3e t5e o12ecti3e4" Pla4 ca 1e e8te&e& to co3er a. .ear4= %it5 461+-la4 /or eac5 .ear= alt5o6'5 a4 t5e 4-ee& o/ c5a'e i t5e erc5a&i4i' e3iroet >6ic$e4= tie 5ori?o4 are 1ecoi' 45orter" I&eall.= 4trate'ie4 are 1ot5 &.aic a& iteracti3e= -artiall. -lae& a& -artiall. 6-lae&= to ea1le a /ir to react to 6/ore4ee &e3elo-et4 %5ile tr.i' to $ee- /oc64e& o a 4-eci/ic -at5%a.@ 'eerall.= a lo'er tie /rae i4 -re/erre&" T5ere are 4i6latio4 46c5 a4 c64toer li/etie 3al6e o&el4 %5ic5 ca 5el- ar$eter4 co&6ct %5at+i/ aal.4e4 to /oreca4t %5at i'5t 5a--e 1a4e& o -o44i1le actio4= a& 'a6'e 5o% 4-eci/ic actio4 i'5t a//ect 46c5 3aria1le4 a4 t5e re3e6e+-er+c64toer a& t5e c56r rate" Strate'ie4 o/te 4-eci/. 5o% to a&264t t5e ar$eti' i8@ /ir4 ca 64e tool4 46c5 a4 Mar$eti' Mi8 Mo&eli' to 5el- t5e &eci&e 5o% to allocate 4carce re4o6rce4 /or &i//eret e&ia= a4 %ell a4 5o% to allocate /6&4 acro44 a -ort/olio o/ 1ra&4" I a&&itio= /ir4 ca co&6ct aal.4e4 o/   -er/orace= c64toer aal.4i4= co-etitor aal.4i4= a& tar'et ar$et aal.4i4" A $e. a4-ect o/ ar$eti' 4trate'. i4 o/te to $ee- ar$eti' co4i4tet %it5 a co-a.4 o3erarc5i' i44io 4tateet" Mar$eti' 4trate'. 45o6l& ot 1e co/64e& %it5 a ar$eti' o12ecti3e or i44io" For  e8a-le= a 'oal a. 1e to 1ecoe t5e ar$et lea&er= -er5a-4 i a 4-eci/ic ic5e@ a i44io a. 1e 4oet5i' alo' t5e lie4 o/ to 4er3e c64toer4 %it5 5oor a& &i'it.@ i cotra4t= a ar$eti' 4trate'. &e4cri1e4 5o% a /ir %ill ac5ie3e t5e 4tate& 'oal i a %a. %5ic5 i4 co4i4tet %it5 t5e i44io= -er5a-4 1. &etaile& -la4 /or 5o% it i'5t 16il& a re/erral et%or$= /or e8a-le" Strate'. 3arie4 1. t.-e o/ ar$et" A %ell+e4ta1li45e& /ir i a at6re ar$et %ill li$el. 5a3e a &i//eret 4trate'. t5a a 4tart+6-" Pla4 646all. i3ol3e oitori'= to a44e44 -ro're44= a& -re-are /or coti'ecie4 i/ -ro1le4 ari4e"

T5i'4 are ea4ier 4ai& t5a &oe To reali?e o6r &rea4 a& t5at al4o i 46c5 a 'ra& aer  i4 reall. a to6'5 ta4$" T5e /o6&er4 o/ Fli-$art 5a3e -ro1a1l. co>6ere& t5eir &rea4 %it5 t5e aa?i' 46cce44 o/ Fli-$art" Fli-$art i4 4oet5i' %5ic5 5a4 reall. o-ee& 6- t5e I&ia e+coerce ar$et a& t5at al4o i a 1i' %a." Di3er4it. o/ Strate'ie4 Mar$eti' 4trate'ie4 a. &i//er &e-e&i' o t5e 6i>6e 4it6atio o/ t5e i&i3i&6al 164ie44" Ho%e3er= t5ere are a 61er o/ %a.4 o/ cate'ori?i' 4oe 'eeric 4trate'ie4" A 1rie/  &e4cri-tio o/ t5e o4t coo cate'ori?i' 4c5ee4 i4 -re4ete& 1elo% Strte/ies 0se1 !n mret 1!minnce

5  Page

I t5i4 4c5ee= /ir4 are cla44i/ie& 1a4e& o t5eir ar$et 45are or &oiace o/ a i&64tr." T.-icall. t5ere are /o6r t.-e4 o/ ar$et &oiace 4trate'ie4 •

Lea&er 

•

C5alle'er 

•

Follo%er 

•

 Nic5er 

Entrnt Strte/ies

Accor&i' to Lie1era a& Mot'oer.= e3er. etrat ito a ar$et  %5et5er it i4 e% or  ot  i4 cla44i/ie& 6&er a Mar$et Pioeer= Clo4e Follo%er or a Late /ollo%er Pi!neers

Mar$et Pioeer4 are $o% to o/te o-e a e% ar$et to co46er4 1a4e& o// a a2or  io3atio" T5e. e-5a4i4e t5e4e -ro&6ct &e3elo-et4= a& i a 4i'i/icat ao6t o/  ca4e4= 4t6&ie4 5a3e 45o% t5at earl. etrat4  or -ioeer4  ito a ar$et 5a3e 4erio64 ar$et+45are a&3ata'e4 a1o3e all t5o4e %5o eter later" Pioeer4 5a3e t5e /ir4t+o3er  a&3ata'e= a& i or&er to 5a3e t5i4 a&3ata'e= 164ie44 64t e46re t5e. 5a3e at lea4t oe or ore o/ t5ree -riar. 4o6rce4 Tec5olo'ical Lea&er45i-= Pree-tio o/ A44et4 or B6.er  S%itc5i' Co4t4" Tec5olo'ical Lea&er45i- ea4 'aii' a a&3ata'e t5ro6'5 eit5er  Re4earc5 a& De3elo-et or t5e leari' c6r3e" T5i4 let4 a 164ie44 64e t5e re4earc5 a& &e3elo-et 4ta'e a4 a $e. -oit o/ 4elli' &6e to -riar. re4earc5 o/ a e% or &e3elo-e&  -ro&6ct" Pree-tio o/ A44et4 ca 5el- 'ai a a&3ata'e t5ro6'5 ac>6iri' 4carce a44et4 %it5i a certai ar$et= allo%i' t5e /ir4t+o3er to 1e a1le to 5a3e cotrol o/ e8i4ti' a44et4 rat5er t5a t5o4e t5at are create& t5ro6'5 e% tec5olo'." T564 allo%i' -re+e8i4ti' i/oratio to 1e 64e& a& a lo%er ri4$ %5e /ir4t eteri' a e% ar$et" B. 1ei' a /ir4t etrat= it i4 ea4. to a3oi& 5i'5er 4%itc5i' co4t4 co-are& to later etrat4" For e8a-le= t5o4e %5o eter later %o6l& 5a3e to i3e4t ore e8-e&it6re i or&er to eco6ra'e c64toer4 a%a. /ro earl. etrat4" Ho%e3er= %5ile Mar$et Pioeer4 a. 5a3e t5e 5i'5e4t -ro1a1ilit. o/ e'a'i' i -ro&6ct &e3elo-et a& lo%er 4%itc5i' co4t4= to 5a3e t5e /ir4t+o3er  a&3ata'e= it ca 1e ore e8-e4i3e &6e to -ro&6ct io3atio 1ei' ore co4tl. t5a  -ro&6ct iitatio" It 5a4 1ee /o6& t5at %5ile Pioeer4 i 1ot5 co46er 'oo&4 a& i&64trial ar$et4 5a3e 'aie& 4i'i/icat 4ale4 a&3ata'e4= t5e. ic6r lar'er &i4a&3ata'e4 co4t+%i4e" )"!se 2!""!3ers

Bei' a Mar$et Pioeer ca ore o/te t5a ot= attract etre-ree6r4 a&or i3e4tor4 &e-e&i' o t5e 1ee/it4 o/ t5e ar$et" I/ t5ere i4 a 6-4i&e -otetial a& t5e a1ilit. to 5a3e a 4ta1le ar$et 45are= a. 164ie44e4 %o6l& 4tart to /ollo% i t5e /oot4te-4 o/ t5e4e  -ioeer4" T5e4e are ore cool. $o% a4 Clo4e Follo%er4" T5e4e etrat4 ito t5e ar$et ca al4o 1e 4ee a4 c5alle'er4 to t5e Mar$et Pioeer4 a& t5e Late Follo%er4" T5i4 i4  1eca64e earl. /ollo%er4 are ore t5a li$el. to i3e4t a 4i'i/icat ao6t i Pro&6ct 6  Page

Re4earc5 a& De3elo-et t5a later etrat4" B. &oi' t5i4= it allo%4 164ie44e4 to /i& %ea$e44e4 i t5e -ro&6ct4 -ro&6ce& 1e/ore= t564 lea&i' to i-ro3eet4 a& e8-a4io o t5e a/oreetioe& -ro&6ct" T5ere/ore= it co6l& al4o lea& to c64toer -re/erece= %5ic5 i4 e44etial i ar$et 46cce44" D6e to t5e at6re o/ earl. /ollo%er4 a& t5e re4earc5 tie 1ei' later t5a Mar$et Pioeer4= &i//eret &e3elo-et 4trate'ie4 are 64e& a4 o--o4e& to t5o4e %5o etere& t5e ar$et i t5e 1e'ii'= a& t5e 4ae i4 a--lie& to t5o4e %5o are Late Follo%er4 i t5e ar$et" B. 5a3i' a &i//eret 4trate'.= it allo%4 t5e /ollo%er4 to create t5eir o% 6i>6e 4elli' -oit a& -er5a-4 tar'et a &i//eret a6&iece i co-ari4o to t5at o/ t5e Mar$et Pioeer4" Earl. /ollo%i' ito a ar$et ca o/te 1e eco6ra'e& 1. a e4ta1li45e&  164ie44 -ro&6ct t5at i4 t5reatee& or 5a4 i&64tr.+4-eci/ic 46--orti' a44et4" *te 2!""!3ers

T5o4e %5o /ollo% a/ter t5e Clo4e Follo%er4 are $o% a4 t5e Late Etrat4" W5ile 1ei' a Late Etrat ca 4ee 3er. &a6ti'= t5ere are 4oe -er$4 to 1ei' a latecoer" For e8a-le= Late Etrat4 5a3e t5e a1ilit. to lear /ro t5o4e %5o are alrea&. i t5e ar$et or 5a3e  -re3io64l. etere&" Late Follo%er4 5a3e t5e a&3ata'e o/ leari' /ro t5eir earl. co-etitor4 a& i-ro3i' t5e 1ee/it4 or re&6ci' t5e total co4t4" T5i4 allo%4 t5e to create a 4trate'. t5at co6l& e44etiall. ea 'aii' ar$et 45are a& o4t i-ortatl.= 4ta.i' i t5e ar$et" I a&&itio to t5i4= ar$et4 e3ol3e= lea&i' to co46er4 %ati' i-ro3eet4 a& a&3aceet4 o -ro&6ct4" Late Follo%er4 5a3e t5e a&3ata'e o/ catc5i' t5e 45i/t4 i c64toer ee&4 a& %at4 to%ar&4 t5e -ro&6ct4"W5e 1eari' i i& c64toer -re/erece= c64toer 3al6e 5a4 a 4i'i/icat i/l6ece" C64toer 3al6e ea4 ta$i' ito acco6t t5e i3e4tet o/ c64toer4 a4 %ell a4 t5e 1ra& or -ro&6ct" It i4 create& t5ro6'5 t5e -erce-tio4 o/ 1ee/it4 a& t5e total co4t o/ o%er45i-" O t5e ot5er 5a&= i/ t5e ee&4 a& %at4 o/  co46er4 5a3e ol. 4li'5tl. altere&= Late Follo%er4 co6l& 5a3e a co4t a&3ata'e o3er earl. etrat4 &6e to t5e 64e o/ -ro&6ct iitatio" Ho%e3er= i/ a 164ie44 i/ 4%itc5i' ar$et4= t5i4 co6l& ta$e t5e co4t a&3ata'e a%a. &6e to t5e e8-e4e o/ c5a'i' ar$et4 /or t5e 164ie44" Late Etr. ito a ar$et &oe4 ot ece44aril. ea t5ere i4 a &i4a&3ata'e %5e it coe4 to ar$et 45are= it &e-e&4 o 5o% t5e ar$eti' i8 i4 a&o-te& a& t5e -er/orace o/ t5e  164ie44" I/ t5e ar$eti' i8 i4 ot 64e& correctl.  &e4-ite t5e etrat tie  t5e 164ie44 %ill 'ai little to o a&3ata'e4= -otetiall. i44i' o6t o a 4i'i/icat o--ort6it."

On"ine A14ertisin/

T5e 61er o/ iteret 64er4 i4 o a ra-i& ri4e %orl&%i&e a& i4 64e& 1. -eo-le o/ all a'e a& t.-e4" Iteret 5a4 1ecoe a a2or e&i6 /or co6icatio= etertaiet a& i4 i t5e  -roce44 o/ re-laci' tra&itioal etertaiet= -roo -ro&6ct4= a& i/orati3e Me&ia4" Soe 164ie44e4 are /i&i' t5at 5a&i' o6t a -roo -ro&6ct 46c5 a4 -e4= 164ie44 car&4= a& 6'4 are too co4tl. a& .iel& little re46lt4" Li$e%i4e= tra&itioal ar$eti' /or4 46c5 a4 tele3i4io= ra&io= e%4-a-er= a'a?ie4= etc"= are 1ecoi' a t5i' o/ t5e -a4t" Iteret 5a4 al4o 1ecoe a a2or a& e//ecti3e e&i6 /or a&3erti4i' a& it 5a4 1e -re&icte& ;  Page

t5at t5e olie a&3erti4i' a& ar$eti' i4 4oo 'oi' to re-lace t5e a&3erti4i' t5ro6'5 tra&itioal e&ia4 46c5 a4 tele3i4io= ra&io= e%4-a-er a& a'a?ie4" I 5a3e -ic$e& aro6& #0 a&3ata'e4 o/ olie a&3erti4i' (ot i t5at or&er) %5e co-are& %it5 t5e tra&itioal o//lie a&3erti4i'" #) Wi&er Co3era'e T5e olie a&3erti4i' 'i3e4 .o6r a&4 a %i&er co3era'e a& t5i4 'lo1all. %i&er co3era'e 5el-4 i a$i' .o6r a&3erti4eet4 reac5 ore a6&iece4= %5ic5 a. 6ltiatel. 5el- .o6 i 'etti' 1etter re46lt4 t5ro6'5 .o6r olie a&3erti4i' ca-ai'" :) Tar'ete& A6&iece4 %5e co-are& %it5 o//lie a&3erti4i'= olie a&3erti4i' al%a.4 5el-4 .o6 to reac5 t5e tar'ete& a6&iece a& t5i4 5el-4 i a$i' .o6r ca-ai' ore -ro/ita1le a& 'etti' ore rele3at lea&4" ) A//or&a1le Aot5er ai a&3ata'e o/ olie a&3erti4i' or ar$eti' i4 t5e 6c5 a//or&a1le -rice %5e co-are& %it5 t5e tra&itioal a&3erti4i' co4t4" Wit5 a 6c5 le44er co4t .o6 ca a&3erti4e o t5e et /or a %i&er ra'e o/ a6&iece a& 'eo'ra-5ical locatio4" 7) Ea4. to Trac$ a& Mea46re Co3er4io Mea46ra1ilit. a& ea4ie44 to trac$ t5e co3er4io a$e4 olie a&3erti4i' ile4 a5ea& o t5e tra&itioal a&3erti4i' et5o&4" A lot o/ e//ecti3e aal.tic4 tool4 are a3aila1le to ea46re olie a&3erti4i' ca-ai'4 %5ic5 5el- i ore i-ro3i4atio o/ t5e a&4"

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*) S-ee& Olie a&3erti4i' i4 6c5 /a4ter t5a o//lie a&3erti4i' a& .o6 ca 4tart 4e&i' o6t .o6r  a&4 to a %i&er a6&iece= t5e oet .o6 4tart .o6r a&3erti4i' ca-ai'" 9) I/orati3e I olie a&3erti4i'= t5e a&3erti4er i4 a1le to co3e. ore &etail4 a1o6t t5e a&3erti4eet to t5e a6&iece a& t5at too at relati3el. lo% co4t" Mo4t o/ t5e olie a&3erti4i' ca-ai'4 are co-o4e& o/ a clic$a1le li$ to a 4-eci/ic la&i' -a'e= %5ere 64er4 'et ore i/oratio a1o6t t5e -ro&6ct etioe& i t5e a&" ;) Fle8i1le Pa.et Pa.et /le8i1ilit. i4 aot5er a&&e& a&3ata'e o/ olie a&3erti4i' a& ar$eti'" I o//lie a&3erti4i' .o6 ee& to -a. t5e /6ll ao6t to t5e a&3erti4i' a'ec. irre4-ecti3e o/ t5e re46lt4" B6t i olie a&3erti4i' t5ere i4 t5e /le8i1ilit. o/ -a.i' /or ol. >6ali/ie& lea&4= clic$4 or i-re44io4" <) Better ROI Sice olie a&3erti4i' i4 ail. /oc64e& o -er/orace 1a4e& -a.et= .o6 ROI i4 46re to  1e /ar 1etter %5e co-are& %it5 o//lie a&3erti4i'" ,) Ea4. A6&iece E'a'eet Olie a&3erti4eet a$e4 i4 ea4. /or t5e a6&iece to e'a'e %it5 .o6r a&4 or -ro&6ct4" A4 a a&3erti4er %e %o6l& 1e a1le to 'et ore /ee&1ac$ /ro t5e a6&iece a& t5ere1. i-ro3e t5e >6alit. o/ o6r a&4 'oi' /or%ar&" #0) Better Bra&i' A. /or o/ a&3erti4i' 5el-4 i i-ro3i' t5e 1ra&i' a& olie a&3erti4i' 4ta&4 a otc5 5i'5 i i-ro3i' t5e 1ra&i' o/ .o6r co-a.= 4er3ice or -ro&6ct" Fli-$art 1ei' a olie e'a 4tore a&3erti4e4 it4 -ro&6ct4 a& t5e o//er4 i &i//eret iteret 4ite4= 4cree45ot4 o/ %5ic5 are 1ei' 45o% 1elo%

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)OMPANY PRO2I*E

Fli-$art %a4 co+/o6&e& 1. Sac5i Ba4al a& Bi. Ba4al i Oct :00;" Bot5 are 'ra&6ate4 /ro IIT+Del5i a& 5a3e -rior %or$ e8-eriece i Aa?o"co T5e. 1ot5 %ere 4oli& co&er4 a& %ate& to o-e a -ortal t5at co-are& &i//eret e+coerce %e14ite4= 16t t5ere %ere 5ar&l. a. 46c5 4ite4 i I&ia a& t5e. &eci&e& to 'i3e 1irt5 to t5eir o% e+coerce 3et6re + Fli-$art"co T564 %a4 1or Fli-$art i Oct :00; %it5 a iitial i3e4tet o/ 7 lac (co+/o6&er4 4a3i'4)" It %a4 e3er 'oi' to 1e ea4. 4ice I&ia 5a4 5a& 1a& -a4t e8-eriece4 %it5 e+coerce tra&i'" It %a4 ot a ea4. 4e'et to 1rea$ ito= -eo-le %ere 3er. -artic6lar i -a.i' oe. /or 4oet5i' %5ic5 t5e. 5a& ot 4ee a& recei3e&" T5e tr64t %a4 i44i' i t5e I&ia c64toer4" So %5at Fli-$art 5a& to &o %a4 to i4till tr64t a& /ait5 i t5eir c64toer4" A& t5e. &i& e8actl. t5e 4ae= %ill &i4c644 ore o 5o% t5e. &i& 4o later i t5e -o4t" Fli-$art 1e'a %it5 4elli' 1oo$4= 4ice 1oo$4 are ea4. to -roc6re= tar'et ar$et %5ic5 rea&4  1oo$4 i4 i a16&ace= 1oo$4 -ro3i&e ore ar'i= are ea4. to -ac$ a& &eli3er= &o ot 'et &aa'e& i tra4it a& o4t i-ortatl. 1oo$4 are ot 3er. e8-e4i3e= 4o t5e ao6t o/  oe. a c64toer 5a4 to 4-e& to tr. o6t oe4 4er3ice /or oe tie i4 3er. iial" Fli-$art 4ol& ol. 1oo$4 /or t5e /ir4t t%o .ear4" Fli-$art 4tarte& %it5 t5e co4i'et o&el (-roc6reet 1a4e& o &ea&) i"e" t5e. 5a& tie4 %it5 : &i4tri16tor4 i Ba'alore= %5ee3er a c64toer or&ere& a 1oo$= t5e. 64e& to  -er4oall. -roc6re t5e 1oo$ /ro t5e &ealer= -ac$ t5e 1oo$ i t5eir o//ice a& t5e co6rier t5e 4ae" I t5e iitial ot54 t5e /o6&er4 -er4oal cell 61er4 64e& to 1e t5e c64toer  46--ort 61er4" So= i t5e 4tart t5e. trie& t5eir 1e4t to -ro3i&e 'oo& 4er3ice= /oc64 o t5e %e14ite + ea4. to 1ro%4e a& or&er a& 5a44le+/ree= a& 4tro3e 5ar& to re4ol3e a. c64toer  i446e4" Sice t5ere %ere ot a. e4ta1li45e& -la.er4 i t5e ar$et= t5i4 allo%e& t5e a lot o/  4-ace to 'ro%= a& t5e. &i& i /act 're% 3er. ra-i&l." Fli-$art 5a& a re3e6e o/ 7 crore i FJ :00< + :00,= :0 crore i FJ :00, + :0#0= ;* crore i FJ :0#0 + :0##= a& t5e re3e6e /or FJ :0## + :0#: %5ic5 e&4 o # Mar :0#: i4 e8-ecte& to 1e *00 crore" T5i4 i4 i&ee& a a44i3e 'ro%t5" T5e co-a. tar'et4 re3e6e4 o/ *000 crore  1. :0#*"

10  P a g e

T5e co-a. 4tarte& /ro : e-lo.ee4 a& o% 5a4 aro6& 7*00 e-lo.ee4" Fli-$art 4tarte& %it5 co4i'et o&el a4 &i4c644e& a1o3e= 4ice o4t o/ t5e c64toer i446e4 li$e &eli3er. &ela.4 etc" re46lt /ro -roc6reet o&el= t5e co-a. 4tarte& o-ei' it4 o% %are5o64e4 a4 it 4tarte& 'etti' ore i3e4tet4" T5e co-a. o-ee& it4 /ir4t %are5o64e i Ba'alore a& later o o-ee& %are5o64e4 i Del5i= Kol$atta a& M61ai" To&a. t5e co-a. %or$4 %it5 ore t5a *00 46--lier4" A4 o &ate ore t5a <0 or&er4 o/ Fli-$art are 5a&le& 3ia %are5o64e4 %5ic5 5el- i >6ic$ a& e//iciet 4er3ice" A 561le 1e'ii' /ro 1oo$4= Fli-$art o% 5a4 a 'a6t o/ -ro&6ct4 ra'i' /ro Cell  -5oe4= la-to-4= co-6ter4= caera4= 'ae4= 64ic= a6&io -la.er4= T4= 5ealt5care -ro&6ct4= %a45i' ac5ie4 etc" etc" Still= Fli-$art &eri3e4 aro6& *0 o/ it4 re3e6e /ro 4elli' 1oo$4 olie" Fli-$art i4 t5e I&ia ar$et lea&er i 4elli' 1oo$4 1ot5 o//lie a& olie= it e2o.4 a olie 45are o/ aro6& <0" T5e electroic ite4 5a3e a lar'e 61er o/ -la.er4 li$e Naa-tol= Let416.= I&ia-la?a= Tra&64= I/i1ea= Je15i etc" T5e electroic ar$et 45are i4 &i4tri16te& ao' t5e i &i//eret 6$o% -ro-ortio4" I&ia 5a4 aro6& #"* crore iteret 64er4 to&a. %5ere a4 t5e 61er o/ 5oe4 %it5 Ca1le a& Satellite (CS) tele3i4io i4 #0"* crore" T5e e8-ecte& iteret 64er4 %ill reac5 a /i'6re o/ 0 crore 1. :0#7 a& CS 5oe4 are e8-ecte& to 1e #7 crore 1. :0#7" T564 I&ia 5a4 a tree&o64 iteret 'ro%t5 a& %it5 t5e c64toer4 'etti' acc64toe& to e+coerce= t5e /6t6re o/ e+coerce 4ector i4 &e/iitel. ro4." A a--ro8iate& :* lac -eo-le 5a3e tra4acte& olie t5i4 .ear= t5e 61er i4 all 4et to icrea4e %it5 tie" Al4o to etio o4t o/ t5e Fli-$art c64toer4 64e iteret /ro PC4La-to-4 to or&er 'oo&4" T5e 64e o/ o1ile iteret i4 3er. le44 at t5e oet= 16t %it5 t5e a&3et o/ 4art -5oe4 t5e 64e o/  o1ile iteret /or e+coerce tra4actio4 %ill 4oar %it5 tie" I&ia 5a4 < crore o1ile et 64er4 at t5e oet= t5e 61er i4 e8-ecte& to 4%ell to ::"* crore 1. :0#7"

Iitiall. /6&e& 1. t5e Ba4al4 t5e4el3e4 %it5 7 La$54(INR)"

•

•

Fli-$art 5a4 4ice t5e rai4e& t%o ro6&4 o/ /6&i' /ro 3et6re ca-ital /6&4 Accel I&ia (i :00,) a& Ti'er Glo1al Maa'eet (6- to t5e t6e o/ US#0 illio) (i :0#0)"

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Pri3ate e>6it. /ir4 Carl.le a& Geeral Atlatic are i tal$4 to 2oitl. i3e4t a1o6t #*0 illio to :00 illio i Fli-$art= accor&i' to 4o6rce4"

11  P a g e

Ac5uisiti!ns6 +%'%  7EREAD= a 4ocial 1oo$ &i4co3er. tool" T5e 4tate& 'oal %a4 to 'i3e Fli-$art a 4ocial

recoe&atio -lat/or /or 16.er4 to a$e i/ore& &eci4io4 1a4e& o recoe&atio4 /ro -eo-le %it5i t5eir 4ocial et%or$" +%'' Mime(#%= a &i'ital cotet -lat/or co-a." +%'' )8.c!m i4 a Boll.%oo& e%4 4ite t5at o//er4 6-&ate4= e%4= -5oto4 a& 3i&eo4"

Fli-$art ac>6ire& t5e ri'5t4 to C5a$-a$4 &i'ital catalo'6e %5ic5 icl6&e4 70=000 /ilo'ra-5ie4= #0=000 o3ie4 a& clo4e to *0=000 rati'4" Fli-$art 5a4 cate'oricall. 4ai& t5at it %ill ot 1e i3ol3e& %it5 t5e ori'ial 4ite a& %ill ot 64e t5e 1ra& ae" +%'+  *ets0uy.c!m i4 I&ia4 4eco& lar'e4t e+retailer i electroic4" Fli-$art 5a4 1o6'5t t5e

co-a. /or a e4tiate& US :* illio"

2"i8rt9s Success Mntr •

Great c64toer 4er3ice Fli-$art 64er4 are ore 4ati4/ie& t5a t5at o/ t5eir co-etitor4" Great c64toer 4er3ice 5a4 1ee it4 5allar$" Ea4. to 64e %e14ite= 5a44le /ree -a.et 4.4te T5e 64er iter/ace i4 4lee$ a& ea4. to

•

64e" •

Ca45 o &eli3er.Car& o &eli3er. o&e o/ -a.et T5i4 5a4 1ee a a2or i4tr6et i Fli-$art4 46cce44" Alo4t 90 o/ it4 4ale4 5a--e t5ro6'5 t5i4 o&e" Ca45 o &eli3er. create& tr64t i t5e i&4 o/ I&ia c64toer4 %5o %ere al%a.4 %ear. o/  a$i' -a.et4 olie"

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Foc64e& o 64er e8-eriece E3er. ot5er e+coerce 4ite= trie& to cra t5e a8i6 o/  ao6t o/ i/oratio -o44i1le ito e3er. 4i'le -a'e %5erea4 Fli-$art /oc64e& o -ro3i&i' ol. t5e rele3at i/o

1  P a g e

2uture R!1 M8 •

T5e. ai at #0 tie4 'ro%t5 a& e.e4 at  #Billio 4ale4 1. :0#*"

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T5e. %ill loo$ at 1i''er i3e4tet4 i t5eir 46--l. c5ai a& tec5olo'." •

I3e4tet %ill 1e a&e i lar'e %are5o64e4 a& icrea4e& a6toatio o/ t5eir -roce44= 4o t5at t5e -ro&6ct i4 ot &ela.e&"

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T5e. ite& to eter i to 3ario64 e% cate'orie4 a& e8-a& t5eir c6rret cate'orie4 a4 %ell"

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E3er.t5i' e8ce-t /or 'rocerie4 a& a6too1ile4 %ill 1e a3aila1le o Fli-$art i /6t6re"

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To 'o /6rt5er i t5e 3al6e c5ai= Fli-$art i4 loo$i' at a44ociatio4 %it5 a lar'er 61er  o/ 46--lier4 a& -arter4= 1ot5 atioall. a& iteratioall."

Trets in :uture6

T5ere are o a2or /ore4eea1le t5reat4 i t5e /6t6re" T5e co-a. 5a4 16ilt a 'reat 1ra& ae= t5e. 264t 5a3e to aitai a& e5ace t5e 4ae" Nee& to $ee- itro&6ci' ore -ro&6ct4= a&a-ti' to t5e c5a'i' ee&4 o/ t5e c64toer %it5 tie" T5e etr. o/ Aa?o"co i :0#: i t5e I&ia e+coerce 4-ace 5a4 1ee cite& a4 a 1i' c5alle'e to Fli-$art" Ho%e3er Fli-$art i4 a re4-ecte& Bra& ae i I&ia a& 45o6l& 1e a1le to co-ete %it5 Aa?o" Aa?o 1ei' a 3er. 1i' co-a. ca 1ri' i 4erio64 co-etitio to Fli-$art= 4ice Aa?o ca 1ear ore lo44e4 i t5e 1e'ii' to 'ai c64toer 1a4e" B6t a'ai I&ia ar$et i4 'ro%i' at a ra-i&  -ace a4 acce44 to iteret icrea4e4 a& -eo-le 1ecoe ore a%are o/ e+coerce 4ite4 a& 4tart tr64ti' t5e 4ae@ 5ece I&ia ar$et i4 46//icietl. 1i' at+lea4t /or t5e4e t%o 'iat4 to co+ e8i4t 1ee/iciall."

13  P a g e

OB>ECTI.ES OF THE STUDY  #" :" " 7" $.

To $o% t5e Mar$eti' a& a&3erti4i' 4trate'ie4 64e& 1. /li-$art" To $o% t5e I-ortace o/ A&3erti4i' To aal.?e t5e /actor4 a& t5eir e//ect o t5e Co46er4" To e8aie a2or c5alle'e4 /ace& 1. I&ia co46er %5ile 45o--i' olie" 4t6&. t5e /6t6re o/ I&ia e+coerce i&64tr.

SCOPE OF THE STUDY  14  P a g e

 I&ia 5a4 a iteret 64er 1a4e o/ a1o6t *7 illio a4 o/ 6e o/ :0#*" De4-ite 1ei' t5e 4eco& lar'e4t 64er 1a4e i %orl&= ol. 1e5i& C5ia (9*0 illio= 7< o/ -o-6latio)= t5e -eetratio o/ e+coerce i4 lo% co-are& to ar$et4 li$e t5e Uite& State4 (:99 M= <7)= or Frace (*7 M= <#)= 16t i4 'ro%i' at a 6-rece&ete& rate= a&&i' aro6& 9 illio e% etrat4 e3er. ot5" T5e i&64tr. co4e464 i4 t5at 'ro%t5 i4 at a i/lectio -oit" I I&ia= ca45 o &eli3er. i4 t5e o4t -re/erre& -a.et et5o&= acc66lati' ;* o/ t5e e+ retail acti3itie4" Dea& /or iteratioal co46er -ro&6ct4 i4 'ro%i' 6c5 /a4ter t5a i+ co6tr. 46--l. /ro a6t5ori?e& &i4tri16tor4 a& e+coerce o//eri'4" Lar'e4t e+coerce co-aie4 i I&ia are Fli-$art= Sa-&eal= Aa?o I&ia= Pa.t" T5i'4 are ea4ier 4ai& t5a &oe To reali?e o6r &rea4 a& t5at al4o i 46c5 a 'ra& aer i4 reall. a to6'5 ta4$" T5e /o6&er4 o/ Fli-$art 5a3e -ro1a1l. co>6ere& t5eir &rea4 %it5 t5e aa?i' 46cce44 o/ Fli-$art" Fli-$art i4 4oet5i' %5ic5 5a4 reall. o-ee& 6- t5e I&ia e+ coerce ar$et a& t5at al4o i a 1i' %a." Fli-$art %a4 co+/o6&e& 1. Sac5i Ba4al a& Bi. Ba4al i Oct :00;" Bot5 are 'ra&6ate4 /ro IIT+Del5i a& 5a3e -rior %or$ e8-eriece i Aa?o"co T5e. 1ot5 %ere 4oli& co&er4 a& %ate& to o-e a -ortal t5at co-are& &i//eret e+coerce %e14ite4= 16t t5ere %ere 5ar&l. a. 46c5 4ite4 i I&ia a& t5e. &eci&e& to 'i3e  1irt5 to t5eir o% e+coerce 3et6re + Fli-$art"co T5i4 -ro2ect o A&3erti4i' 4trate'ie4 64e& 1. Fli-$art %ill 5el- 64 to $o% t5e a--roac5e4 a& t5e i-ortace o/ a&3erti4i' i t5e /iel& o/ ecoerce" Peo-le 'etti' a//ecte& 1. it a& t5e re46lt 'etti' o6t o/ it %ill 1e i /rot o/ 64 %it5 t5i4 4t6&." W5at -eo-le t5i$ a1o6t ecoerce= /li-$art a& t5ere re4-o4e4 o

15  P a g e

MARKETING MI, O2 2*IPKART

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P%o)+ '* !# $%9#'* $'? o2 Fl'79% Fli-$art i4 a olie retaili' i&64tr. a& 4tarte& it4 o-eratio4 %it5 t5e 4ale o/ 1oo$4" For  t%o .ear4= it 4ol& ol. 1oo$4 t5ro6'5 it4 %e14ite a4 t5e aa'eet a& 45i-et o/ 1oo$4 %a4 6c5 ea4ier" A/ter it4 e8-a4io= it 4tarte& &eali' %it5 -ro&6ct4 li$e air cooler4= 16  P a g e

Wa45i' ac5ie4= air co&itioer= li/e 4t.le -ro&6ct4= 4tatioar. 46--lie4= cell -5oe4= co-6ter4= calc6lator4= icro%a3e o3e4= %ater -6ri/ier4= la-to-4= caera4= a6&io -la.er4=  -ro&6ct4 relati' to 5ealt5 care= &i45%a45er4 a& e+1oo$4" Pro&6ct4 4ol& o Fli-$art 5a3e t5e 4ae %arratie4 o/ t5e 1ra& i/ 4ol& o6t4i&e i a 45o%roo" It 5a4 recetl. la6c5e& it4 -er4oal -ro&6ct ra'e calle& Di'iFli-" U&er t5i4 1ra&= it o//er4 -ro&6ct4 li$e co-6ter acce44orie4= caera 1a'4= 5ea&-5oe4 a& -e &ri3e4" I 6l.= Fli-$art itro&6ce& it4 o% ta1let -5oe4 a& et%or$i' ro6ter 6&er it4 -er4oal ra'e Di'iFli-" O Fe1r6ar. *= :0#7 i a 4-ecial tie 6- %it5 Motorola Mo1ilit.= Fli-$art 5a4 -ro3i&e& a  -lat/or /or t5e la6c5 o/ Moto G" Olie 45o--er4 %et cra?. %it5 t5e 63eili' o/ t5i4 4art -5oe" T5i4 a%e+i4-iri' re4-o4e re46lte& i t5e 4ale4 o/ earl. :0=000 o1ile4 i a /e% 5o6r4" Coti6i' t5eir a44ociatio= Moto = a A&roi& Sart-5oe= %a4 itro&6ce& o Marc5 #," O Ma. #=Moto E%a4 la6c5e& at t5e 4ae 4ite tri''eri' t5e 4ae re4-o4e" Coti6i' t5i4 46cce44 4tor. Fli-$art i a tie 6- %it5 iaoi Tec5itro&6ce& iaoi Mi o it4  -lat/or" I t5e /ir4t -5a4e o::& 6l. all t5e -5oe4 %ere 4ol& i 264t , i6te4 a& i t5e :& -5a4e o :,t5 6l. t5e 4ol& o6t %a4 co-lete i ol. * 4eco&4" O *t5 A6'64t t5e 4ale %a4 co-lete& i 264t : 4eco&4" T5i4 aa?i' re4-o4e a& 5.-er aia 5a4 5el-e& i 'i3i' Fli-$art a ie4e li/t 6-"

Pl+# '* !# M%9#'* $'? o2 Fl'79% Fli-$art /6ctio4 etirel. i I&ia a& it 5a4 it4 5ea&>6arter4 i t5e Gar&e Cit. o/ Ba'alore i Karata$a" It i4 o%e& 1. a Si'a-ore 1a4e& co-a. a& i4 re'i4tere& o3er t5ere" Accor&i' to I&ia4 /orei' -olic.= a /orei' co-a. i4 ot allo%e& e+ retaili' o3er 5ere" T5ere/ore= i I&ia= Fli-$art 4ell4 t5e erc5a&i4e4 t5ro6'5 a I&ia co-a. WS Retail" Fli-$art al4o -ro3i&e4 it4 o% -lat/or to ot5er co-aie4 %5o are itere4te& i 4elli' t5eir  'oo&4" T5e %e14ite i4 3er. ea4. a& 5a44le /ree" Bro%4i'= $ee-i' trac$ o/ -ro&6ct4= 'etti' re3ie%4= or&eri' 'oo&4 a& -a.et et5o&4 are 3er. co3eiet /or t5e i&i3i&6al4"

At /ir4t Fli-$art 4tarte& it4 o-eratio4 o t5e co4i'et o&el i %5ic5 t5e. -er4oall.  1o6'5t t5e 1oo$ a& co6riere& it" Later t5e. o-ee& a. %are5o64e4 %5ere t5e 'oo&4 %ere 4tore& 4a/el." T5e /ir4t %are5o64e %a4 o-ee& i Ba'alore a& later i Del5i= M61ai= C5eai= H.&era1a&= P6e= Noi&a a& Kol$ata" A4 o/ to&a.= ore t5a /i3e 56&re& 46--lier4 are %or$i' /or Fli-$art" At lea4t <0 o/ t5e or&er4 -lace& are 5a&le& a& cotrolle& 3ia %are5o64e4" S5i--i' co-aie4 a& co6rier co-aie4 are t5e real e&iator4 i t5i4 4et6-" T5e >6ic$ a& %ell+or'ai?e& 4er3ice i4 t5e rea4o %5. t5e co-a. 5a4 1ee a1le to -6t it4

1;  P a g e

ar$ o t5e I&ia ar$et" T5eir &eli3er. et%or$ i4 4-rea& o3er t5irt.+4e3e citie4 %it5 &eli3er. 1ei' -o44i1le i a. oo$ a& corer"

Price in the %arketing mi! of #lipkart  Though #lipkart started its venture with an investment of just I&' ()),))), today its net worth is nearly *billion dollars as its sales are increasing day by day. It still earns revenue of +) from selling books online.-lectronic commerce has become a huge hit because of #lipkart. Its price policy is very e!ible because of online transactions. /mount to be charged is determined after looking at the innumerable e!penses like transport e!penses, supplier e!penses, packaging costs, courier charges, shipping cost, o0ce e!penses, maintenance e!penses, discount allowances, depreciation, ta!es, advertisement e!penses and many other e!penses. Di4co6t4 6- to * are allo%e& -erio&icall. to 1oo4t 6- t5e 4ale4 a& aitai co-etiti3e  -rice4" For -a.et4= Fli-$art allo%4 cre&it car& tra4actio4= ca45 -a.et a/ter &eli3er.= tra4actio t5ro6'5 &e1it car&= 1. 4%i-i' car& o &eli3er.= 3o6c5er4 a3aila1le a4 e+'i/t a& et 1a$i'"

Promotions in the %arketing mi! of #lipkart #lipkart has changed the concept of multi brand retailing of products through internet in India. Its huge success has proved to be an inspiration for other companies. It operates mostly through mouth advertising. The satis1ed customers have been their best promoters. To have a 1rm grip on the online world #lipkart has used the services of Google /dwords and 2-3. These marketing tools have made them household names. 4ownloading the e!clusive app of #lipkart helps in getting alerts about the current o5ers, order status, price drops, recent launches and various gift coupons. Fli-$art 5a4 al4o ta$e t5e 5el- o/ creati3e a& itere4ti' a&3erti4eet4 4o t5at a a%aree44 a& tr64t i4 'eerate& /or t5eir %e14ite ao'4t t5e -eo-le" T5eir /ir4t ca-ai' %a4 45o% o TC %it5 t5e coce-t t5at 1oo$4 ca 1e &eli3ere& %it5 264t a 4i'le clic$" Recetl. a a& 5a4 1ee la6c5e& to icrea4e t5e 4ocial 3i4i1ilit. %5ere t5e ta' lie i4 No Ki&&i' No Worrie4" Traie& i&i3i&6al4 are 5ire& to /6l/ill t5eir re4-o4i1ilitie4 a&e>6atel." T5e 4.4teatic -lai' a& le3el o/ e//ort 6&erta$e to reac5 46c5 5ei'5t4 i4 coe&a1le"

1<  P a g e

2*IPKART BE)AME BIG BRAND USING DIGITA* MARKETING STRATEGIES

C64toer +Relatio T5e c64toer i4 i/ore& at e3er. 4te- t5ro6'5 eailte8t W5e t5e or&er 5a4 1ee co/ire& or&er 46ar.  45i-et &etail trac$er i/oratio are -ro3i&e&" Strai'5t/or%ar& Ret6r a& E8c5a'e -olicie4 Fli-$art allo%4 it4 64er4 to ret6r t5e -ro&6ct i/ 64ati4/ie& %it5i 0 &a.4 -erio& %it5 t5e /6ll re/6& o/ oe. or e8c5a'e /or aot5er -ro&6ct" Fli-$art Wallet A&& Moe. E2o. a Ha44le+Free S5o--i' e8-eriece" T5e Wallet i4 a Pre-ai& I4tr6et t5at ea1le4 .o6 to 45o- o Fli-$art 6lti-le tie4 1. a$i' oe+ tie -a.et o/ a certai 3al6e" T5i4 %ill 1e a&&e& .o6r %allet a4 -re-ai& 1alace" W5e .o6 Select t5e Wallet a4 t5e o&e o/  Pa.et /or .o6r t5e corre4-o&i' ao6t %ill 1e &e&6cte& /ro .o6r %allet 1alace" FLIPKART@COM BUSINESS OB>ECTI.ES

To icrea4e Tra//ic a& 1oo4t 4ale4 a& re3e6e t5ro6'5 ite'ratio o/ Mo1ile A--4= Di4-la.= Pa. Per Clic$ a& Searc5 E'ie O-tii?atio" STRATEGY ADOPTED Google /d words

PPC Searc5 a&  Cate'or. 1a4e& te8t a&4" Di4-la.  Pro&6ct4 o//er4 1a4e& a& ia'e4" Gail  Cotet  To-ic 1a4e& Te8t a&4" Ke.%or& Tar'ete&  FLIPKART" Pai& a& ra$  9 or ;" O3erall Pai& Searc5 Per/orace  Goo&" 'emarketing

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1=  P a g e

2uccessful 6rand 7ampaigns

 Fair Tale   No Ki&&i'= No Worrie4   S5o--i' $a Na.a A&&re44  S5o- A.tie= A.%5ere   Bi' Billio Da. =  Si'le4 Da. "  T8 7ommercial 2trategy

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T5e o12ecti3e i4 to 16il& t5e 1ra& a4 a 3er1 /or S5o--i'"

:" Tar'et Bi''e4t e3et o/ t5e .ear i"e IPL T:0 :0#7 " Total :, a&4 relea4e& Sice :0## 7" Portra.i' Ki&4 a4 A&6lt4 i a&4 'i3e4 5i'5er 1ra& recall" *" A&4 Tar'ete& a4 Pa I&ia S5o--er4 o/ all 'eeratio" 9" A&4 aie& to Po-6lari?e t5e 1ra& a4 a 3er1" ;" Te4tioial 1a4e& Creati3e Ca-ai'4 to &e.4ti/. t5e /ear o/ Olie S5o--i' e8-eriece" <" Mo1ile A-- &o%loa&4 T a& to icrea4e +coerce al6e" ," La6c5i' Ca-ai'4 i"e  T5e Bi' Billio Da.   #acebook 2trategy

#" Cate'or. Foc64e& FB -a'e i"e 1oo$4= 'ai'= /a45io etc= %5ic5 i4 /or 16il&i' e'a'eet %it5 /a4" :" Deal4 a& O//er4 1a4e& FB Pa'e %5ic5 i4 /or c64toer ac>6i4itio" " Li$e4+ " illio 7" Sea4o4 to Fe4ti3al4 or Birt5&a. 1a4e& Co3er P5oto4" *" U-&ate4 o e% Pro&6ct4 a& C64toer >6erie4"

0  P a g e

9" Re4-o4e o c64toer Co-lait i4 a3era'e a& Ico4i4tet" ;" R6i' Cote4t4  Gai/icatio" <" E8cl64i3e c64toer ta1 /or 46--ort" ," A3' Re4-o4e -er Po4t 70+*0 #0" Foc64 i4 o C64toer ac>6i4itio a& e'a'eet"  Twitter 2trategy

#" Follo%er +#90 K  :" U-&ate4 o e% Pro&6ct= O//er4 a& Di4co6t4 64i' a--eali' i&eo4 a& Ia'e4" " Tec5  Fli-$art e8cl64i3e c5ael o tec5 6-&ate4" 7" R6i' Pro&6ct  Ser3ice4 1a4e& cote4t Li$e Fli-$art Fir4t= AcerA# o Fli-$art" *" A3' :+ Pro&6ct4 o//er4  la6c5 1a4e& -o4t -er &a. 1a4i4" 9" Fli-$art S6--ort E8cl64i3e C5ael o >6erie4 Sol6tio" ;" Fli-$art O//er4 S-ecial o//er4 1a4e& c5ael" <" :7; C64toer Ser3ice C5ael" ," Real+tie Coect" #0" Re4-o4e o t5e >6er. i4 o real tie"

 9ouTube 2trategy

#" It &oe4 ot 5a3e it4 o% c5ael" :" It E8ec6te4 lot4 o/ Jo6T61e Ca-ai'4" i"e" Searc5 Pa'e= Di4-la. a&= i&eo a& etc" " Total :, i&eo4 U-loa&e&" 7" Total i&eo ie%4+ #"7 illio

Pinterest 2trategy

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#" Deal4 O//er4 1a4e& Pitere4t" :" < Boar&4 a& :,0 Follo%er4" Google : 2trategy

#" Follo%er4+ *00 $  :" #+: Po4t o Per &a. 1a4i4" " Le44 /oc64 o &eal4  o//er4" 7" More /oc64 o Co-a. U-&ate4= Pro&6ct La6c5 U-&ate4 1e4i&e4= Fe4ti3e 4ea4oc64toer oo& 1a4e& -o4t4" *" Foc64 i4 o ore o e'a'eet a& 1ra& 16il&i' rat5er c64toer ac>6i4itio" 9" Iteractio  E'a'eet %it5 t5e /ollo%er i4 t5e area o/ i-ro3eet" 7ontent %arketing 2trategy

#" It 5a4 it4 o% O//icial Blo'" :" Blo' -a'e 'i3e4 6-&ate4 a1o6t co-a.= i&64tr.= tec5 etc" " It 5a4 it4 o% 6i>6e tec5+/oc64e& 1lo' too" 7" PR relea4e -a'e al4o e8i4t4" *" PR relea4e a1o6t co-a. i/o= e3et4= e8cl64i3e -ro&6ct 4er3ice 6-&ate4" %obile %arketing 2trategy

#" Mo1ile O-tii?e& %e14ite i4 a3aila1le" :" Mo1ile a-- o all Plat/or4( iOS= A&roi&= Wi&o%4) " * Millio &o%loa&4= 7" rati'= re4-o&i' to eac5 e'ati3e re3ie%" 7" :* 4ale4 3ia o1ile" *" Ca-ai'4 aii' to%ar&4 Pro&6ct La6c5= Ac>6i4itio= E'a'eet a& retetio" 9" Mo1ile rear$eti' &oe4 ot 4ee to 1e Part o/ Strate'."

  P a g e

;" Mo1ile Wee$e& o//er4 to tar'et re-eat P6rc5a4e" /0liate %arketing 2trategy

'. Ear 6- to #*  /or eac5 P6rc5a4e o t5e %e14ite" +. Pa.et 3ia Gi/t o6c5er a& EFT O-tio4" (. Re/erral Pa.o6t /or eac5 ot5Cate'or. i4 Co6icate&" &. Pa.et a&e 7* &a.4 a/ter t5e ot5 o/ Sale" $. A/ter lo%er Coi44io Co-are& to Co-etitio" #. ario64 re-ort4 are relea4e& to 5el- A//iliate4" 6rand /ssociation and /c$uisition

#" Fli-$art  OL 2oit Mar$eti' Ca-ai'" :" Fli-$art  Ac>6ire& M.tra+ Olie Fa45io Portal" " Tie U-4 /or E8cl64i3e Electroic La6c5e4 i"e ioi= MSI 'ai' La-to-4= Sa46' Gala8. 4* ii= MOTO G etc" 7" Recetl.= Co-a. 5a4 tie& 6- %it5 4-ice /or e8cl64i3e La6c5 o/ t5eir A&roi& Oe+1a4e& lo%+co4t P5oe" '-2; ?ebsite 'ank

Goo'le Pa'e Ra$  9#0 Ale8a We14ite Worl& Ra$ +V#0, Dail. Pa'e ie%4+ #0"# illio Loa& S-ee&   4ec Bac$li$4  #::#7 U4er Iter/ace  er. Goo& Ale8a Site Na3i'atio Rati'  7"**

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LITERATURE RE.IE8 Fli-$art i4 a co-a. %5ic5 re3ol6tioi4e& t5e e+coerce 4ector o/ I&ia a& i a a14ol6te 4e4e it etail4 o itro&6ctio a4 46c5" T5e .ear :00; %ite44e& t5e la&ar$ o/ Fli-$art  1ei' /o6&e& 1. t%o e-lo.ee4 o/ Aa?o"co  Scin Bns" n1 Binny Bns"  (t5e t%o are ot relate&= t5e coo 46rae i4 erel. a 1ea6ti/6l a& co/64i' coici&ece)" T5e t%o 4t6&ie& to'et5er i oe o/ t5e o4t re-6te& tec5ical i4tit6te4 o/ Natio  t5at i4 IIT Del5i a& /6rt5er %or$e& i Aa?o= t5e iteratioal 'iat o/ e+coerce"

;)NN < +%'% < SA)HIN BANSA*= A 4i-le &e4ire to create a tailor+a&e -ro&6ct /or t5e I&ia co46er 5a4 'ro% ito 4oet5i' 1e.o& %5at %e ia'ie&" Scin  64e4" Ho%e3er= it4 -rett. itere4ti' to $o% t5at Fli-$art %a4 46--o4e& to 1e a co-ari4o -ortal /or e+coerce 4ite4" B6t t5e t5e /o6&er4 reali?e& t5at t5ere %eret eo6'5 e+coerce 4ite4 to 1e co-are& A& 5ece it 4-ar$e& t5at %5. ot a e+coerce 4ite it4el/T5i4 i4 5o% Fli-$art cae ito e8i4tece" Wit5i t5i4 45ort 4-a o/ * .ear4 (:00; to :0#:) Fli-$art 5a4 'ro% tree&o64l." Oe o/ t5e o4t i4-iri' a& a64i' /act4 a1o6t Fli-$art i4 t5at it %a4 4tarte& o a -er4oal i3e4tet o/ erel. INR 7=00=000 (t5o6'5 4oe 4o6rce4 clai it to 1e INR *=00=000)" It clearl. e85i1it4 t5e co/i&ece o/ t5e /o6&er4 a& e8-re44e4 t5at t5e.

4  P a g e

$e% %5at t5e. %ere &oi'"W5e %e 4tarte& e+coerce= it %a4 a &ea& 4ector= %e %et to C4 a& e3er.1o&. 4ai& 1a4icall.= t5i4 i4 ot t5e 4ector %e i3e4t i" I/ .o6 o-e a tra3el co-a.= I %ill -ro1a1l. 'i3e .o6 oe." Sai& Binny Bns" i a iter3ie% %it5 CNN" Gr!3t !: 2"i8rt6 ;Scin Bns"> )EO !: 2"i8rt> IANS=  We are cloc$i' &ail. 4ale4 o/ R4":"* crore ( * )" O6r 'ro%t5 rate 5a4 1ee #00 -er cet >6arter o >6arter="T5i4 /iacial .ear= t5e. e8-ect to 45o% i3e4tor4 R4 :=*00 crore i re3e6e4= a 700 -ercet 'ro%t5 o3er la4t .ear4 61er4" Nearl. *=000 -eo-le= icl6&i' cotractor4= %or$ /or t5e" T5eir clo4e4t co-etitor4 a$e &o %it5 ;00+<00 -eo-le"I t5e BSE (Bo1a. Stoc$ E8c5a'e) li4t o/ MID CAP Co-aie4 Mar$et Ca-itali4atio %e ca li4t t5o4e BELOW 7*0 o&& crore4 a4 a co-ari4o= 4ice Fli-$art i4 3al6e& at #B"I 4i-le la'6a'e Fli-$art i4 ore 3al6a1le t5a   Pati= Bata I&ia= Tata= Tele= a6$ri"co= I&ia16ll4= Real E4tate= UT So/t%are= ET AIRWAJS= HT Me&ia (Hi&64ta Tie4)= 61ilat (Doio4 Frac5i4ee i I&ia)= S5o--er4 Sto-= EDUCOMP= I&ia I/olie= DENA Ba$= a& T#< to ae 264t a /e%" T5e4e %ere a /e% /i'6re4= &ata a& /act4 %5ic5 a$e 64 reali?e t5e %ort5 o/ Fli-$art a& 5o% it i/late& to  1ecoe I&ia4 1e4t e+coerce 4ite %it5i a i64c6le -erio& o/ /i3e .ear4" It4 i/l6ece a& 'ri- i t5e I&ia ar$et i4 /orti/ie& 1. t5e e%4 t5at it4 t5e ol. t5reat to Aa?o to 4et a 1a4e i I&ia" ;SA)HIN BANSA*> 2*IPKART>+%'%> )NNX La4t .ear= %e &i& a1o6t USD #00 illio i 4ale4" Ca %e 1e -ro/ita1le at USD #00 illio o/ 4ale4 Je4= &e/iitel.= it i4 a -rett. &ecet ao6t o/ 4ale4" B6t %5at &o %e %at to 1e We %at to 1e -ro/ita1le at USD : 1illio o/  4ale4 or USD  1illio o/ 4ale4" T5at i4 %5ere %e %at to t6r -ro/ita1le" We 4ee ar$et 4i?e at t5at le3el= 4o it %ill -ro1a1l. 1e 3er. 4t6-i& o/ 64 to 1e t5i$i' a1o6t -ro/ita1ilit. at 46c5 4all 4cale"

Se3eral re4earc5er4 5a3e carrie& o6t 4t6&ie4 i t5eir e//ort to e8aie co46er4 olie 16.i' 1e5a3ior" For e8a-le= Be""mn et " ?'@@@ i3e4ti'ate& 3ario64 -re&ictor4 /o r%5et5er a i&i3i&6al %ill -6rc5a4e olie" T5e4e a6t5or4 cocl6&e& t5at &eo'ra-5ic 3aria1le4= 46c5 a4 icoe= e&6catio a& a'e= 5a3e a o&e4t i-act o t5e &eci4io o/  %5et5er to 16. olie= %5erea4 t5e o4t i-ortat &eteriat o/ olie 45o--i' %a4 -re3io64 1e5a3ior= 46c5 a4 earlier olie -6rc5a4e4" T5i4 i4 co4i4tet %it5 Forre4ter  Re4earc5 %5ic5 -ro3e& t5at &eo'ra-5ic /actor4 &o ot 5a3e 46c5 a 5i'5 i/l6ece o tec5olo'. a4 t5e co46er4 attit6&e4 &o ?M!1"> +%%%" Stein:ie"1 n1 7itten ?'@@@ 46''e4te& t5at t5e co1iatio o/ t5e Iteret= -l64 -5.4ical -re4ece= -ro3i&e4 ore o--ort6itie4 to ca-t6re 164ie44 t5a t5e olie+ ol. -re4ece= 1eca64e t5e. ca -ro3i&e 1etter -re-6rc5a4e a& -o4t4ale4 4er3ice4 to lo%er co 46er tra4actio co4t a& 16il& tr64t i olie 4tore4"Ho%e3er= it i4 %ort5 etioi' t5at  1elie/4 a& attit6&e4 t5at are /o6& i t5e 4ta'e -rior to t5e a&o-tio o/ e+coerce are &i//eret to t5o4e i t5e Y-o4t+a&o-tio‖ st/e ?Ge:en et">+%%(< entes n1 Br!3n> +%%'< Yu et "> +%%$.

5  P a g e

Coceri' t5e /actor4 t5at i/l6ece or 5i&er olie 45o--i'= Ernst n1 Y!un/ ?+%%% re-orte& t5at Iteret 64er4 -6rc5a4e& olie 1eca64e o/ 'oo& -ro&6ct 4electio= co-etiti3e -rice4= a& ea4e o/ 64e= 16t %ere cocere& a1o6t 45i--i' co4t4= lac$ o/  o--ort6it. to -rior e8aii' t5e -ro&6ct4= a4 %ell a4= t5e co/i&etialit. o/ cre&it car& a&  -er4oal i/oratio" Ko% a& *ee ?+%%( e8-lore& co46er4 cocer4 a1o6t -a.et 4ec6rit. a& it4 relatio45i- to olie 45o--i' attit6&e a& act6al  -6rc5a4e4" Co46er4 %it5 a -o4iti3e attit6&e 4ee to 1e le44 cocere& a1o6t -a.et 4ec6rit." Siilarl.= -o-6lar literat6re cite& ea4e o/ 45o--i' co-ari4o= lo% -rice4= tiel. &eli3er.= co3eiece= tie 4a3i'= lo% 45i--i' co4t4= i-ro3e& c64toer 4er3ice= ta8 e8e-t 4tat64 a& 4-ee&. e+ail re4-o4e= a4 $e. rea4o4 /or t5e icrea4e i olie 45o--i' ?*!re> +%%(< M/ee> +%%(< M"!y> +%%(< Reti" Mercn1iser> +%%( )"

" 3 T 6 / ' G / I & 2 > T I P 2 T 3 # I G ; ' - 3 ; T  T ' / P 2 # ' 3 % T " - ' - / < 8 / < ; - 4 - / < 2 SUSHMITA )HOUDHURY AGAR7A*> ET Bureu A8r ++> +%'( ?Te Ec!n!mic Times Bar'ai= 5ot &eal= 4teal""" e3er. &a. co46er4 are 1o1ar&e& %it5 56&re&4 o/  4eei'l. -roi4i' o//er4" Ho%e3er= ot e3er. 3al6e 16. 4a3e4 oe.@ 4oe ca 1e co4tl. i4ta$e4"Here4 5o% to /i'6re o6t t5e tra- /ro t5e real &eal" It4 a 'reat %a. to 4a3e o itere4t= -artic6larl. i/ .o6 aret $ee o -a.i' t5e 5i'5 rate /or re3ol3i' cre&it %it5 .o6r  e8i4ti' car&" Ho%e3er= 1e %are& t5at 46c5 a tea4er &eal i4 t.-icall. te-orar." I/ .o6 &ot  -a. t5e o6t4ta&i' ao6t %it5i t5e o//er -erio&= .o6 %ill 1e -eali?e& %it5 a 5i'5er  itere4t rate= -o44i1l. ore t5a t5e oe o .o6r ol& cre&it car&"

ZM)ensy9+%'+= T5e I&ia e+coerce ar$et %a4 %ort5 ;*=000 crore= i :0#= accor&i' to a 2oit re-ort 1. KPMG a& Iteret a& Mo1ile A44ociatio o/ I&ia" I&ia 5a4 t5e  -otetial to &o61le it4 ecooic cotri16tio 3ia Iteret= /ro #"9 -ercet GDP at -re4et to :"< a& " -ercet 1. :0#*" ;R!0erts> 7""ce> M!"es +%%(> +%'%= A 6&er4ta&i' o/ er'er4 a& ac>6i4itio4 a4 a &i4ci-lie i4 icrea4i'l. i-ortat i o&er 164ie44" A 'lace at a. 164ie44 e%4-a-er  or 164ie44 e%4 %e1 -a'e %ill i&icate t5at er'er4 a& ac>6i4itio4 are 1i' 164ie44 a& are ta$i' -lace all t5e tie" ;BnerCee  G!"r> '@@(< Rmmurty et ".> '@@@< 7e0ster> '@@$= = ;Ds/u8t et ".> '@@@= = ;u et ".> +%%+=> Co-etiti3e -re446re 5a4 1ee i&eti/ie& t5ro6'5 6ero64 4t6&ie4 a4 a i-ortat &eteriat o/ IT a&o-tio= %5et5er it i4 EDI &i//64io a&o-tio o/ IT io3atio4 ZGati'o  Ro1ert4o= #,<,@ Gro3er= #,,X= &e'ree o/ co-6teri?atio or e+  164ie44 a&o-tio" O6t4ta&i' -lai' a& e8ec6tio are e44etial /or a 46cce44/6l 4trate'ic alliace" Ite'ratio i4 reac5e& ol. a/ter a--i' t5e -roce44 a& i446e4 o/ t5e co-aie4 to  1e Fli-$art + M.tra@ Fro a Mer'er to a Ac>6i4itio ; er'e&" E3e t5e 264t : o/ all ac>6i4itio4 ear t5eir co4t o/ ca-ital" W5e MA &eal4 are ao6ce&= a co-a.4 4toc$   -rice ri4e4 ol. 0 o/ t5e tie" I ac>6ire& co-aie4= 7; o/ e8ec6ti3e4 lea3e %it5i t5e

6  P a g e

/ir4t .ear= a& ;* lea3e %it5i t5e /ir4t t5ree .ear4" S.er'ie4 -ro2ecte& /or MA &eal4 are ot ac5ie3e& ;0 o/ t5e tie" Pro&6cti3it. o/ er'e& co-aie4 ca 1e a//ecte& 1. 6- to *0 i t5e /ir4t .ear a& /iacial -er/orace o/ e%l. er'e& co-aie4 i4 o/te lac$i' ;Prctic" /ui1e :!r Mer/er n1 Ac5uisiti!n> +%%@= " ;De1ric  Kremer> +%%+< Stur/e!n> +%%+= U4i' t5e Iteret /or tra4actio4 a& coor&iatio ca 4a3e tie a& oe. o &eli3er. o/ 'oo&4 1. 64i' ric5 i/oratio /lo%4 to 4i-li/. a& 4trealie t5e /lo%4 o/ -5.4ical 'oo&4 i t5e 46--l. c5ai" Fiall.= /ir4 t5at  16. a& 4ell i iteratioal ar$et4 are 6&er -re446re /ro tra&i' -arter4 to a&o-t e+ coerce (e4-eciall. B:B) to i-ro3e coor&iatio %it5 ot5er e1er4 o/ t5e 3al6e c5ai" S614e>6etl. I&ia e+coerce 5a4 'ro% at a 4%i/t -ace i t5e la4t * .ear4 /ro aro6& #*  1illio re3e6e4 i :00;+:00< to #, 1illio i :0#:+:0#= tra4lati' ito a co-o6& a6al 'ro%t5 rate ZCAGRX o/ o3er *9 -ercet ZCRISIL= :0#7X" Oe o/ t5e 1i''e4t ae4 i t5e Olie Retail I&64tr. a& a lea&i' e+Coerce -la.er i t5e Co6tr.@ Fo6&e& 1. Scin Bns"  Binny Bns" in Bn/"!re> Krnt in +%%F "W5ic5 %a4 4tarte& %it5 iitial ca-ital o/ 7 la$5 cotri16te& 1. t5e /o6&er4= %are5o64e4= o//ice4 a& &eli3er. ceter4 acro44 I&ia" Wit5 o3er #;"* illio 1oo$ title4 li4te&= #9 &i//eret cate'orie4= ore t5a 7 illio re'i4tere& 64er4 a& 4ale o/ **000 ite4 a &a. t5eir o-eratio4 are 4i-l. 56'e" Ha& <900 e-lo.ee4 till Dece1er :0#" Ha& a a44i3e re3e6e o/ aro6& 9=#00 Crore4 ;Rmn> +%'&=. O t5e ot5er 5a& I&ia4 lar'e4t /a45io e+retailer M.tra i4 aii' /or a 3al6atio o/ :=700 crore" ;McKinsey sur4ey !: $$& SMEs> +%'+=  Lac$ o/ &i'ital a%aree44 Ol. * -ercet o/  164ie44e4 i I&ia o//ere& olie 4er3ice4 46c5 a4 We1 -re4ece= co-are& %it5 a a3era'e o/ *9 -ercet i a4-iri' co6trie4" I a olie 46r3e. o/ I&ia4 SME4 i t5e or'ai?e& 4ector= t5e. cite& t5e lac$ o/ e&6catio o 64i' t5e Iteret a4 ao' t5e to- t5ree rea4o4 t5at -re3et co46er4 /ro 64i' t5e Iteret" ;Scin Bns"> )EO !: 2"i8rt> IANS>+%'+= ”We are cloc$i' &ail. 4ale4 o/ R4 :"* crore (* illio)" O6r 'ro%t5 rate 5a4 1ee #00 -er cet >6arter o >6arter= ;Nn/i> IANS>+%'+= Ri'5t /ro 1ro%4i' to &eli3er.= .o6 ca trac$ .o6r or&er" Jo6 ca  -re+or&er a 6relea4e& 1oo$= 'et 'oo& -rice4= e3e t5e c64toer 4er3ice i4 3er. 4tro'" Rai4e a. i446e= it4 e//icietl. re4ol3e&=" ;Bri> IANS>+%'+ = No= 1elie3e4 A62 Ba5ri o/ Ba5ri4o4" T5ere4 a 56'e ar$et /or e3er.oe to co+e8i4t" Be4i&e4= Fli-$art4 ar$et i4 totall. &i//eret= .o6' -eo-le o/ :0+:* a'e 'ro6- 16. 1oo$4 /ro t5e" Soe <0 -er cet o/ t5eir 164ie44 i4 c5ic literat6re" T5e ore 4e4i1le a& at6re rea&er4 %ill al%a.4 'o to a 1oo$4tore=" T3eets 0!ut 2"i8rt

Fli-$art 4ta.4 coecte& %it5 it4 64er4 3ia t%itter= t5e. a4%er o4t o/ t5e >6erie4 -6t 6- 1. t5eir c64toer4 a& care/6ll. e3al6ate all t5e 46''e4tio4 %5ic5 %ere -o4te& i t5e t%itter 

;  P a g e

%5ic5 $ee-4 t5e c64toer4 5a--. a& i t6r $ee- t5e aa'eet o/ Fli-$art 5a--." Soe o/ t5e t%eet4 are 45o% 1elo%

<  P a g e

Reserc Met!1!"!/y Reserc O0Cecti4es

[ [

To 4t6&. t5e a&3erti4i' 4trate'ie4 64e& 1. Fli-$art" To aal.?e t5e /actor4 a& t5eir e//ect o t5e co46er4 i AMITJ UNIERSITJ= HARJANA" Reserc Desi/n

T5e re4earc5 &e4i' i4 &e4cri-ti3e i at6re" Sm8"e Desi/n Po-6latio All co46er4 o/ Fli-$art Sa-li' Frae Co46er4 i AMITJ Sa-le Si?e #*0 (Male ,0= Feale 90)

Sa-li' tec5i>6e No+-ro1a1ilit. 4a-li'= Co3eiece Sa-li' Locatio AMITJ UNIERSITJ= HARJANA D6ratio  %ee$4 Data Collectio et5o& S6r3e. a& Geeral O14er3atio4 I4tr6et Q6e4tioaire Data Collectio Priar. &ata collecte& %it5 t5e 5el- o/ 46r3e. co&6cte& o AMITJ UNIERSITJ= HARJANA co46er4 64i' a >6e4tioaire" Seco&ar. &ata -re4et o t5e %e14ite4"

=  P a g e

'esearch Plan Stu1y !: A14ertisin/ strte/ies use1 0y 2"i8rt t! 8!siti!n itse": m!n/ )!nsumers !: AMITY UNIERSITY> HARYANA

Desi/nin/ te 5uesti!nnire

)!""ecti!n !: 8rimry 1t

An"ysis n1 Inter8retti!n !: 1t

2in1in/s

30  P a g e

Sec!n1ry Dt An"ysis6 A14ertisements Use1 in Ne3s88ers n1 M/ines6

 Ne%4-a-er a&3erti4i' %or$4 o t5e /6&aetal o/ 16il&i' tr64t a& co/i&ece %it5 t5e rea&er4"  Ne%4-a-er4 5a3e t5e 'reate4t i-act 1eca64e o/ t5e /ollo%i' rea4o4 #" E8-ert4 4a. t5e 'reater t5e e8-o46re o/ t5e a&3erti4eet= t5e lo'er i4 t5e -erio& o/  it4 i-act ao' t5e rea&er4" T5ere/ore e8-ert4 /eel i/ a a&3erti4eet 4ta.4 i t5e eor. o/ a co46er /or a lo'er tie= c5ace4 are >6ite -ro1a1le t5at 5e i'5t o-t /or -6rc5a4i' or a3aili' .o6r 4er3ice4 a4 a& %5e re>6ire&" T5i4 co6t4 /or 5i'5er  4ale4 a& 1ra& a%aree44" :" A e%4-a-er rea&er i4 4o i3ol3e& i 5i4 rea&i' t5at 4oetie4 t5e cotet i t5e a&3erti4eet4 create4 a eotioal i-act o 5i" It i4 t5i4 -o%er o/ 1ei' a1le to e3o$e a eotioal re4-o4e %it5 t5e rea&er t5at 'oe4 i /a3or o/ e%4-a-er  a&3erti4i'" " I ot5er e&ia= e4-eciall. olie e&ia= -eo-le 'et -ert6r1e& 1. t5e &i4tractio4 i t5e /or o/ -o-+6-4 a& ot5er a&3erti4eet /or4 t5at $ee- /la45i' o a& o// t5e 4cree" I /act e8-ert4 -oit4 o6t t5at i4tea& o/ 5a3i' a. /a3ora1le i-act= t5e4e a&4 4er3e to &i4tract t5e rea&er4" Ho%e3er e%4-a-er4= -oit o6t e8-ert4= i3ol3e4 a /oc64e& rea&i' %5ere t5ere are o &i4t6r1i' a& 6%ate& /la45e4 o/ a&3erti4eet4" A4 t5ere i4 o &i4tace 1et%ee t5e rea&er a& t5e 4tor. it 4ee4 t5at t5e rea&er act6all. 6&er'oe4 all t5e eotio4 i t5e 4tor. 5i4el/= lea&i' to icrea4e i t5e tr64t /actor" Ta$i' a&3ata'e o/ t5i4 tr64t >6otiet= a&3erti4er4 ca45 o e%4-a-er4 to 4e& t5eir e44a'e4 lo6& a& clear ao' t5e rea&er4" Hece= Fli-$art 5a4 64e& a&3erti4eet4 i e%4-a-er4 a& a'a?ie4 %5ic5 are color/6l=  1ri'5t@ o4t o/ t5e ia'e4 co4i4t o/ $i&4= a& 5a3e clear e44a'e4" Here are 4oe o/ t5e a&3er 

PRIMARY DATA ANA*YSIS AND INTREPRETATIONS6

Num0er !: Res8!n1ents n1 teir 1istri0uti!n6

A)

@)

%/<-

#-%/<-

We too$ a 46r3e. o/ #*0 re4-o&et4= %5ere 61er o/ /eale %a4 90 a& t5at o/ ale %ere ,0" T5e4e co46er4 %ere o/ AMITJ UNIERSITJ= HARJANA"

'. H!3 !:ten 1! y!u 8urcse :r!m 2"i8rt

Al%a.4++O/te++Occa4ioall.+++Rarel.++Ne3er 

C+ C)

CC BD

B+ B* B)

*@

B) %/<-

*+

*+

#-%/<*)

*)

+

+ ) /
3#T-&

377/2I3&/<<9

'/'-<9

) ) &-8-'

Fre>6ec. o/ -6rc5a4e &oe 1. Male i4 5i'5er i co-ari4o to /eale" Mo4t o/ t5e ale co46er4 -6rc5a4e occa4ioall. %5ile o4t o/ t5e /eale co46er4 -6rc5a4e rarel. /ro Fli-$art"

+. H!3 1i1 y!u c!me t! n!3 0!ut 2"i8rt

a) Frie&4 1) Tele3i4io c) Ne%4-a-er4 a& Ma'a?ie4 &) A&3erti4eet4 o We14ite4 e) Ot5er4 i/ a. -lea4e S-eci/. !!!!!!

C!% T'l# A) +) () C) B)

A?'" T'l#

*) )

Inter8retti!n6 Mo4t o/ t5e co46er4 cae to $o% a1o6t Fli-$art t5ro6'5 /rie&4

/ollo%e& 1. tele3i4io a& olie a&3erti4eet4" T5i4 -ro3e4 t5at %or& o/ o6t5 4trate'. 1. Fli-$art i4 t5e o4t 46cce44/6l ea4 o/ a$i' -eo-le a%are a1o6t t5e a& t5eir -ro&6ct4" T5i4 46cce44 ca ol. 1e 'aie& t5ro6'5 4ati4/ie& c64toer4 %5o act a4 a&3ocate4 /or .o6r   -ro&6ct4"

(. 7t cte/!ry !: 8r!1ucts 1! y!u 8urcse :r!m 2"i8rt

a) Boo$4 a& Statioar. 1) Electroic Ite4 c) Mo1ile a& acce44orie4 &) Healt5 a& Bea6t.  -ro&6ct4 e) M64ic= o3ie4 a& -o4ter4 /) Caera4 ') Watc5e4 5) Clot5e4Foot%ear4  i) Mo4tl. e3er.t5i'

C+ C) B+ B) *+ *)

%/<-2 #-%/<-2

+ )

\ Male4 a& Feale4= 1ot5 -6rc5a4e e3er.t5i' ore o/ clot5e4  Acce44orie4" \ Male4 -re/er electroic a--liace4 a4 o1ile a& ot5er electroic4"

&. My :re5uency !: 8urcse s increse11ecrese1remine1 uncn/e1 since my :irst 8urcse

A)

+)

() %/<-

C)

#-%/<-

B)

*)

) I&7'-/2-4

4-7'-/2-4

'-%/I& ;&7"/&G-4

T5e /re>6ec. o/ -6rc5a4e /or o4t o/ t5e ale a& /eale co46er4 5a4 icrea4e& %5ile it 5a4 reaie& 6c5a'e& /or o4t o/ t5e co46er4"

$. I s!metimes 1!n9t 8urcse  certin cte/!ry !: 8r!1ucts 0ecuse !:  (a)Deli3er. tie (1) I cat to6c5 a& e8-eriece -ro&6ct olie (c) Re-laceet tie (&)

Price (e) Ha1it o/ -6rc5a4i' /ro o-e ar$et (/) Lac$ o/ ie&iate 4er3ice (') Lac$ o/  tr64t

2#$l#"

**

*(

A @

*B

4elivery Time

&o physical e!perience

'eplacement time

Price

"abit of oEine purchasing

lack of immediate service

lack of trust

C +

$l#" 4elivery Time &o physical e!perience

B)

B+

'eplacement time Price "abit of oEine purchasing

F

lack of immediate service

( +

D

B*

lack of trust

Deli3er. tie= ia1ilit. to to6c5 a& e8-eriece t5e -ro&6ct olie a& lac$ o/ tr64t are t5e a2or i-e&iet4 /or co46er4 o/ 1ot5 'e&er4 o &oi' olie 45o--i'" #. H!3 !:ten 1!es te 2"i8rt 8r!m!ti!n" sceme !n 3e0sites in:"uence y!u t! 4isit teir site

Al%a.4+++++O/te+++++Occa4ioall.+++++Rarel.+++++Ne3er 

C+

C)

B+

B) %ale #emale

*+

*)

+

) always

often

occasionally

rarely

never

Prootioal 4c5ee4 i/l6ece ore ale co46er4 t5a /eale co46er4 to 3i4it t5e %e14ite o/ Fli-$art" T5e /re>6ec. o/ 3i4it i4 4till 3er. le44 a4 o4t o/ t5e ale co46er4 occa4ioall. 3i4it Fl-i$art %5ile ica4e o/ /eale co46er4 it i4 rare"

F. H!3 !:ten 1!es te 8r!1uct re4ie3 in:"uence y!ur 1ecisi!n

Al%a.4+++++O/te+++++Occa4ioall.+++++Rarel.+++++Ne3er 

Ho o2#* o#" !# 7%o)+ %#'# '*)#*+# o)% #+'"'o*

()

C+

C)

B+

males

B)

females *+

*)

+

) always

often

occasionally

rarely

never

Male co46er4 ore o/te 'o t5ro6'5 t5e -ro&6ct re3ie% 1e/ore a$i' t5eir &eci4io to  -6rc5a4e t5a /eale co46er4 %5o occa4ioall. rea& t5e -ro&6ct re3ie% 1e/ore ta$i' t5eir -6rc5a4e &eci4io" Pro&6ct re3ie% i4 a $i& o/ %or& o/ o6t5 4trate'. %5ere -ro&6ct 64er4 lea3e t5eir re3ie% o t5eir e8-eriece4 %it5 Fli-$art"

.

Kin1"y rte te im8!rtnce !: tese 8rmeters !n y!ur 0uyin/ 1ecisi!n 

# (Lea4t i-ortat)+:++7+*(Mo4t i-ortat)         

Ca45 o &eli3er. Door 4te- &eli3er. Q6alit. Re-laceet '6aratee Price&i4co6t4 Wi&e 3ariet. Pac$a'i' Deli3er. tie Ea4. to acce44

C!% T'l# B+ B) *+ *) + )

males

females

Alo4t all t5e /actor4 t5at Fli-$art i4 /oc64i' oto are o/ 5i'5 i-ortace to t5e co46er4 i AMITJ UNIERSITJ= HARJANA= %5ile -ac$a'i' a& %arrat. 5a3e a3era'e i-ortace i t5e &eci4io a$i' 1e/ore a. olie -6rc5a4e t5e. a$e" Hoe &eli3er. a& >6alit. o/ -ro&6ct 5a4 t5e a8i6 i-ortace %5ile -ac$a'i' 5a4 t5e lea4t i-ortace /or 

t5e co46er4 1e/ore a$i' a -6rc5a4e"

@. 7ic e-reti" site 1! y!u 8re:er :r!m te :!""!3in/6 Am!n> 2"i8rt> Sn81e"> E0y> Pe88er:ry> Oters males

C+

females

BB *F *A *A *B F

@ D ( B

amaon

ipkart

snapdeal

ebay

pepperfry

*

others

Male4 a& Feale4 1ot5 -re/er 16.i' /ro Fli-$art a& t5e Aa?o!Sa-&eal""

10. "ow

fre$uently have you used the ecommerce website for getting information before shopping at a physical store Halways, often, neutral, rarely, never Product speci1cations Price comparison among products

 

P%o)+ "7#+'+'o* B+ B) *+ *) + ) always often neutral rarely never

P%'+# Co$7%'"'o* C) B+ B) *+ *) + ) always often neutral rarely never

LIM ITATIONS OF THE STUDY &o research is complete without admitting the limitations that was faced while conducting a study which will contribute to present learning. This study too like the others have certain constrains which has been discussed below. *. The study was restricted to 6angalore city only B. The study is mainly concentrated on #lipkart.com C. The sample of the sie will be limited to time and resources (. The information will be collected valid until there is no any technical change or any innovation +. The result is assuming that respondents have given accurate information

2in1in/s [

Fre>6ec. o/ -6rc5a4e i4 ore ao' Me" [

Wor& o/ o6t5 %a4 ore i/l6etial i -rootio a4 a. -eo-le %a4 a&e a%are 1. t5eir /rie&4"

[

Mo4t o/ t5e co46er4 are 4ati4/ie& %it5 t5e 4er3ice4 o/ /li-$art a& are %illi' to recoe& t5e to a$e -6rc5a4e4 /ro /li-$art"

[

E8ce-t -ac$a'i' a& %arrat.= all ot5er4 are co4i&ere& i-ortat i t5e &eci4io a$i' o/ olie -6rc5a4e4"

[

Alo4t all t5e /actor4 t5at Fli-$art i4 /oc64i' oto are o/ 5i'5 i-ortace to t5e co46er4 i AMITJ UNIERSITJ= HARJANA

[

T5e coercial4 64e& 1. Fli-$art are e//ecti3e eo6'5 to co3e. t5e e44a'e 4ice t5e a&4 are itere4ti' eo6'5 to 'ai attetio a& -o4itio it4el/ ito t5e -ro4-ect4 i&"

Su//esti!ns6 Fli-$art 5a4 46cce44/6ll. -lace& it4el/ ito t5e -ro4-ect4 i& a$i' it t5e I&ia4 lar'e4t olie 4tore %it5 56'e ra'e o/ -ro&6ct4" B6t Fli-$art 4till ee&4 to %or$ o t5eir core co-etece t5at i4 1oo$4 a& 4tatioer. ite4" Wit5 t5e etr. o/ Aa?o"co it %ill 1e a 56'e co-etiti3e ar$et /or Fli-$art a& 5ece %ill 5a3e to -o4itio it4el/ 1etter= a4 %e 4till 4ee t5at 56'e -erceta'e o/ /eale4 are 4till 6a%are o/ Fli-$art" T5o4e /eale %5o -6rc5a4e= 5a4 a 3er. le44 /re>6ec. %5ic5 5a4 reaie& 6c5a'e&" T5ere/ore t5e. ee& to 'et a''re44i3e at -ro3i&i' 1etter 4er3ice4 %5ic5 ca 1e /6l/ille& 1. re&6ci' t5e &eli3er. tie= 4elli' 4eco& 5a& -ro&6ct4 %5ic5 %ill icrea4e co46er4 a//or&a1ilit. 6c5 ore a& e5ace -eetratio ito t5e ar$et" T5e. ca e3e 5a3e t5eir retail 4tore4 %5ic5 ca 'i3e a acce44 to co46er4 to /eel a& aal.?e t5e -ro&6ct4= %5ic5 %ill 5el- t5e %i t5e co46er4 /ait5" Price %ill 4till 1e a /actor a4 aa?o 1ei' a 56'e co-a. %ill 64e it4 ecooie4 o/ 4cale to reo3e t5eir co-etitor4 /ro t5e ar$et@ t5ere/ore t5e. ee& to 1e ore co-etiti3e o t5at a4-ect" Be 3er. /oc64e& o co46er4 a& 16il& aa?i' e8-eriece4 /or t5e c64toer4"

BIB*IOGRAPHY

• • • • •

WWW"WIKIPEDIA"COM WWW"JOUTUBE"COM WWW"THEHINDU"COM WWW"SCRIBD"COM Baer2ee= Se5aa.  Dao&ar J" Gol5ar= EDI I-leetatio i IT a& No+IT Ma6/act6ri' Fir4 A Co-arati3e St6&. Iteratioal o6ral o/ O-eratio4 

•

Pro&6ctio Maa'eet= #= Marc5 #,, Da4'6-ta= S615a4i45= De3ra2 A'ar%al= At5o. Ioai&i4=  S5at5i Go-ala$ri45a" Deteriat4 o/ I/oratio Tec5olo'. A&o-tio A E8te4io o/ E8i4ti' Mo&el4 to Fir4 i a De3elo-i' Co6tr.= o6ral o/ Glo1al I/oratio

•

Maa'eet= ;= Marc5= #,,, Raa= Ca4e St6&. o/ a Eer'i' Giat i t5e olie %orl&+ FLIPKART= a6ar.=

•

:0#7 M.ro Leoar& (2000) Mar$eti' Literat6re Re3ie%" o6ral o/ Mar$eti' A-ril

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:000= ol" 97= No" := --" #0,+#:#" Iteratioal o6ral o/ Maa'eet a& Iteratioal B64ie44 St6&ie4" ISSN ::;;+

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#;; ol6e 7= N61er # (:0#7)= --" ;#+<7 5tt-tec5"/ir4t-o4t"coe%4+aal.4i4/li-$art+ac>6ire4+olie+/a45io+ retailer.tra+/or+r4+:000+crore+::7##<"5tl 5tt-article4"ecooictie4"i&iatie4"co:0#7+07+

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#7e%47,#:9#]#]6$e45+1a4al+4ac5i+1a4al+/li-$art+a&+.tra 5tt-tie4o/i&ia"i&iatie4"co164ie44i&ia+164ie44Let4+er'e+Fli-$arttell4+

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M.traarticle45o%:,*<:,9,"c4 WWW"IBNLIE"IN Aro6l&=E"" a& Walle&or/= M" YMar$et+oriete& Et5o'ra-5. Iter-retatio B6il&i' a& Mar$eti' Strate'. For6latio=‖ o6ral o/ Mar$eti' Re4earc5= ol" # (No3e1er #,,7)= --" 7<7

•

A N A L J S I S

•

O F

B E H A  I O U R Aut!r6 DeCn Petr!4ic

•

H O T

O N L I N E

B A R G A I N S 

T R A P S SUSHMITA

C O N S U M E R  

T I P S

F R O M T H E R E A L CHOUDHURY AGARWAL,

(The E!"!#$T$#e%&'

T O

F I G U R E

O U T

 A L U E D E A L S ET Bureau Apr 22, 2013

• • •

A44ael= Her." (#,<7") YBe5a3ior a& Mar$et Actio‖ " Bo4to= Ma44ac564ett4 Ket P61li45i' Co-a.= Belc5= G"E"=  Belc5= M"A" (:00#)" A&3erti4i' a& Prootio

A

ite'rate&Mar$eti' Co6icatio4 Per4-ecti3e (*t5 e&")" Bo4to Ir%iMcGra%+ •

Hill" Coo-er= Doal& R" a& Sc5i&ler = Paela S" (#,,,)= B64ie44 Re4earc5 Met5o&4=

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9Tata McGra%+Hill P61li45i' Co-a. Liite&= Ne% Del5i= I&ia" Cre4%ell= " W" (:00)" YRe4earc5 De4i' Q6alitati3e= Q6atitati3e= a&

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Mi8e&Met5o&4 A--roac5e4‖ " T5o64a& Oa$4= CA= Sa'e" Ea4ter1.+Sit5= M"= T5or-e= R"  Lo%e= A" (:00:)= Maa'eet Re4earc5

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:&e&itio= Lo&o Sa'e" Ree.i= D"= Willia4= B"= Moe.= A" a& S%art?= E" (#,,<)= YDoi' Re4earc5 iB64ie44 a& Maa'eet‖ = Sa'e P61licatio4= Lo&o