Assignment 2

Ajith
Pillai
Group:
Dushyant
Sagar Sachdeva
Nagda

Mustafa Supriya
Banswarwala Narasimham

Sombeer
 BUSINESS GOALS COMPANY STRATEGY

Accessibility of all
Products – Physical and
Digital

Promote online shopping

(COD, EMI financing, 30
day Replacement Policy)

Affordability and
Availability

Diversity in the Product

Category and Range
 THE CUSTOMERS
Some Product Categories

Mobiles,Books
computers peripherals,
Watches, wallets
bags, books,
movies, music
clothing and footwear in
their selection
home and kitchen
appliances,

Annual Revenue in
Billion Rupees
60 50
50
40
30 20
20 5
10 0.04 0.2 0.75
0

This is true not only for Flip Kart but for all online shopping portals in India
FEEDER INPUT FOR ONLINE EXPECTATIONS OF THE
SHOPPING CUSTOMERS

“Free home delivery” User friendly web interface

Respect the delivery time
“Online shopping”
Good Quality Packaging
“Discount shopping” Authentic and more variety
products – especially in
electronics
Replacement Schemes in case
of defects
A variety of payment options.
Safe and secure online
payments.
A robust customer service – in
terms of information and
products available
 COMPETITORS
FlipKart

Indiaplaza
• Indiaplaza was one of the pioneers in
the online shopping space in India
• Indiaplaza offers nearly 8 million
products online including
• books, CD-
ROMs, cameras, mobile
phones, apparel, jewellery, flower
s, chocolates, watches, and food
items, and has nearly 1.5 million
customers worldwide
Tradus
• Tradus operates a business model
IndiaPlaza Ecommerce Tradus similar to eBay. It is India’s fastest
growing marketplace, where buyers
and sellers come together to conduct
transactions
•Offers wholesale prices but charges
Homesho for product delivery
p18 • Wide Variety of products across 50
different categories
HomeShop18
• HomeShop18 is the online and on-air retail
and distribution venture of Network 18 Group
• Contains about 17 categories -
• Accessories, Baby, Books, Cameras
and
Camcorders, Clothing, Computer, Elect
ronics, Footwear, Gifts &
Flowers, Health & Beauty, Home &
Kitchen, Household
Appliances, Jewellery, Mobiles, Office
& Stationery, Toys, Watches.
DIGITAL MARKETING STRATEGY

Service Brand
Information Positioning Social Media
Presence

FOCUS Web
Interface

Mobile Support –
Addressing BB, Android
Customer
Service
Engagemen
Queries and
t
Issues
 CHANNEL STRATEGY
1.Owned 2.PAID
Twitter Flipkart Affiliate Program
• Announcement of new product offers, discounts etc.
• Conversations with customers
–
• Exclusive channel called Flipkart support with prompt response Banner adds placed on
time
• Tweet about their technology through Tech at Flipkart engaging sites like facebook, google
followers about the latest in technology and services
to redirect users to the
Facebook
company site
• Q&A updates (Promotes brand
• Product updates
• Exclusive Customer Tab for support
recognition and recall)
• Cover Photo in FB reflects any event or celebration like a
festival, onset of a season etc

3.EARNED
Blogs Flipkart does not have
• Official blog gives updates about the company their own youtube channel.
• Information about industry events, changes in technology etc
• Exclusive technology blog for all the tech followers However, all advertising
campaigns on youtube are
very popular
Google Plus e.g. Flipkart: „No Kidding
• Regular interaction with its 14,000 followers
• Product updates, Offers, and deals
No Worries‟ campaign
received 66,178 views
Online Social Mentions of FlipKart In last one Month : Total – 780
0
16 Micro Blogs and Media
124 together receive the
maximum share of feedback
and we have referred to the
same for our analysis
300

Sites referred are

Facebook.com, Twitter.com,
Mouthshut.com and
desidime.com
326

14

Blogs Micro Blogs News

Media Sharing
ONE WEEK ANALYSIS
Facebook Youtube =
= 3.5 1.4

Twitter = Linkdn =
5.2 2.5
FlipKart
= 4.8

Facebook Youtube = Facebook Youtube =

=0 1.8 = 2.4 1.6

Twitter = Linkdn = Twitter = Linkdn =

0 1.7 3.8 1.7
Tradus Homeshop
= 3.8 18 = 3.6

Facebook Youtube =
= 1.6 0

Twitter = Linkdn =
2.1 1.5
IndiaPlaza
= 1.9
PASSION INDEX – BASED ON SOCIAL MEDIA
CHANNELS
SOCIAL ACTIVITY
Flipkart has an edge over
its competitors in terms of
its online popularity

Unlike its competitors it

has a fair amount of
consistency in social
mentions over the past
few months

Google Page Rank = 6/10

Alexa Page Rank =13 th in
India and 214 in the world
SEARCH ENGINE OPTIMIZATION
 SOCIAL MENTIONS
flipkart indiaplaza homeshop18 tradus

*Socialmention.com
QUERIES ADDRESSED BY FLIPKART
0.9

0.8

0.7

0.6

0.5
2011
0.4 2012

0.3

0.2

0.1

0
Timely delivery Query redressalQuality of product delivered Price Ease of surfing Information of product

Based on 500 comments from Mouthshut.com, Facebook.com, twitter.com were analyzed

The company addressed issues related to the untimely delivery of the shipments and also to the
query redress mode.
Flipkart also experienced rise in revenues from year 2011 to 2012 by 600%
POSITIVES

Fast, safe and

free delivery Few Statements:-

- “Super quick, super safe”

-“When the complete series of

books wasn’t available, they
Replacement Room for Own logistic sent it in parts”
policy customization services
- “As a student, EMI services
helped me buy Acer laptop on
my own”

Secured
payment
mode
NEGATIVES

Difficulty in
surfing - “ for the first 3 minutes, I
could not find the product
category

-“Prices at Homeshop18 are

Query cheaper”
Delivery
Price time address
mode
- “Executives didn’t even
receive my phone for 4 days
but kept disconnecting when
the delivery wasn’t made for
Product 7 days”
information
on the
website
DIGITAL MARKETING STRATEGY EVALUATION
Launch of Flipkart Flyte
 An application like iTunes that enables customers to listen to music and
read eBooks (based on crowd sourcing)
 Initially, eBooks were free  now a paid service
 Cost of the eBooks and music is cheaper than on iTunes and Amazon
Kindle

‘Flipkart It’
 Online shopping is associated with the company
 Superior brand recognition

\n Technical Conference
 Conference about eCommerce business, scalability in technology, online marketing, security
etc. (based on the feedback received on their blogs)
 Establishes and promotes Flipkart as a industry leader in India

Increase in Product Categories

 Launch of eBooks, Footwear, electronics due to crowd sourcing and industry growth
STORY TELLING MATRIX

•The Y Axis represents the

B
Storify.in Twitter
density of information if
suppose its just a game
nothing to do online flipkart B
Blogging

business then its density is Facebook

low , however it’s twitter

where they are sending high
customized messages then
density is high. TV ADS /
Youtube Google+
•The X Axis represents the Print Media
High Density

level of interaction, for

Low density

example in TV ads
interaction is low but in Gamification
gamification its highest

Linear
Interactive
PHASES OF STORY TELLING IN TVC
PHASE 1: BUILDING A CUSTOMER BASE
Aim : The 3 generations campaign was
launched to promote –online shopping and
reinforcing the benefit of trust and reliability.
Output: Very Successful
Key Success Factors:
1. Projection of children as mature and
sometimes even sophisticated adults.
2. The underlying idea is that the youth today is
mature enough to make the right choices – the
right choice, in this case being shopping from
Flipkart.com
3. Simplicity of ordering from Flipkart. Kids
ordering mobile phones for their grandparents
(as shown in one of the ads) shows that
ordering from FlipKart indeed is a play.
4. Curiosity factor aroused by these kids
parading as adults and once you start
watching, it’s the subtle humour that does the
trick.
PHASE 2: CREATE A BRAND RECALL
Aim : To have name FlipKart in the mind of the
customers when they think of online
shopping, following Xerox for photocopy and Google
for search. The tagline goes as FLIPKART IT!!
Output: Partially Successful, under process, but
increased customer base.
Key Success Factors:
1. Took customer feedback before launching
the ads. The videos were uploaded on the
flipkart server and tweets and direct mailers
were send to view the upcoming flipkart
ads.
2. Got 10000 feedbacks on almost run time
(within few hours).
3. Selected only 3 of 9 ads created and last
minute tweak on campaign plan based on
feedback.
4. Created emotional connect by 2 successful
characters Mr. Forgettable (who saved his
wedding) and Mr. Impatient.
STORYTELLING - OTHER CHANNELS
Twitter
Aim: To engage with
customers and run a
parallel customer service.
Output: Very Successful
with 38228 followers
KSF:
1. Very quick in resolving
customer posted on
twitter.
2. A TV Commercial was
launched showing they
are available on twitter
for customer service.
Blogging
Aim: To do a content based
marketing by giving updates
on brand, industry and
technology
Output: Successful
KSF:
1. Generating new content
and hence becoming
search engine friendly
2. Customers come on their
blogging site not only to
buy products but read
their useful articles
Facebook
Aim: To do a content
based marketing by
engaging the customers in
fun activities such as
gamification, contests and
Q&A interaction.
Output: Very Successful
more then 1.2 million fans
KSF:
1. Launch of free games
2. Contest and prizes
oriented Facebook
page.
 LIVE STORIES ON VARIOUS PLATFORMS

Twitter Blogging Twitter

“Awesome Delivery from

“Amazing to hear! these
“We are very sorry about flipkart”. - Customer
days when I‟ve got
the incident with our “flipkart is the best onl9
something new and when
customer's iPod shop.” - Customer
they asked from where did
purchase, we're taking up Its so fast and easy to
you bought this and when I
this issue extremely search” - Customer
say online, they say only
seriously” - Flipkart “Calling all trance music
one word “from Flipkart na.”
“We have spoken to our fans - planning on going for
So, indeed by delivering top
customer and will make the Armin Van Buuren
notch service, you people
sure a replacement is sent concert in Mumbai on
had made. Flipkart, a brand
over right away.” - Flipkart March 16th”, We've got
that‟s recognized by all.” -
“I ordered a shirt for me exclusive tee shirts, make
Customer
but it looks defective. What sure to grab one if you're
“Nice to see such bookfair.
shall I do now?”- his fan” - Flipkart
Exclusive collection of such
Customer “minimum order price from
books are also available at
“Your android version is 300 to 500..else 50 shippng
shopaajkal.com” –
very poor. Please improve ..
Competitor comment on
on the UI” - Customer u r doubling your
blog
prices..whats wrong with
FLIPKART SUCCESSFUL ADVERTISING CAMPAIGN
- THAT SPREAD VIRALLY

The biggest issue of

slow growth rate of Cash On Delivery and The media mention
Indian Ecommerce 30 day replacement of flipkart especially
Industry is was distrust: guarantee given Youtube is approx
1. Fear of getting + 40% even though
defective or Aggressive TV they don’t have
pirated product. campaigns  also official Youtube
2. Fear to do online went viral on Social channel
transactions. Media. helped to increase
it customer base.
EXPERIENCE MANAGEMENT
USABILITY
Natural, intuitive interfaces on web
and mobile
Recommendation engine
Less cluttered, simple and easy to
use
High performance and minimal
defects
Social customer engagement
Easy to provide reviews/feedback
on multiple platforms like
website, facebook page or twitter
handle
Constantly looks to use feedback
from innovative consumer behavior
analysis to improve their UX
Flipkart website has a separate
mobile interface called Flipkart Lite
FlipKart Flyte - eBooks and MP3 on
mobile
 Proprietary Flyte platform for MP3 (
similar to Apple iTunes) and eBook
(similar to Amazon Kindle) sales
 Familiarize users with the app through
free eBooks in initial phase
 Pay for Flyte MP3 through Wallet
mobile payment service
 eBooks are in proprietary .fkb format
whereas MP3s are not
SERVICE

24*7 customer service through twitter

accounts, email and phone; Callbacks
Convenience
 Free home delivery on minimum order of Rs. 500 or
deliver charges of Rs. 50 for orders less than Rs. 500.
Earlier delivery was free for minimum order of Rs.
300, this caused a backlash on social networks
Shift from value-seekers to habitual online
shoppers
EMOTIONAL/SOCIAL CONNECT
Flipkart facebook pages engages customers
 Promotions, Deals, Freebies
 Sharing cool info or asking questions
 Gamification/ Contests
 FlipkartGaming page just for gaming dvds e.g. Six

Degrees of Connection - Who/What connects the four

images above?
EMOTIONAL/SOCIAL CONNECT
Connect to users on festive Collating twitter and other social
occasions or important days network customer experiences on
 Cover photos on facebook
page Storify.com, link is published on their
 Easter eggs on flipkart facebook page
website http://storify.com/Flipkart/lwfd
QUALITY OF EXPERIENCE MANAGEMENT
Very responsive on social channels on most occasions
Frequency of backlashes, not taking adequate counter action
QUALITY OF EXPERIENCE MANAGEMENT
Lack of consistency in service, many complaints without responses, especially
controversial ones and some serviced quickly
Lack of standardization in interaction - Customers are not mentioning order
number and still badmouthing Flipkart. These are difficult to follow-up and
resolve without further info. Ignored by Flipkart on many occasions.
No dedicated social marketing staff due to delay or inconsistency in
responding to Facebook requests on many occasions
REFERENCES

www.flipkart.com
www.howsociable.com
www.klout.com
THANK YOU!