MERI COLLEGE OF ENGINEERING AND TECHNOLOGY, (SAMPLA)

(AFFILIATED TO MAHARISHI DAYANAND UNIVRSITY, ROHTAK)

BACHELOR OF BUSINESS ADMINISTRATION

(2016-19)

PRACTICAL FILE OF

E- COMMERCE

SUBMITTED TO- SUBMITTED BY-

Mr. HIMANSHU KAUSHIK Vijay khatana

(ASSISTANT PROFESSOR, CSE DEPARTMENT) BBA 6th SEMESTER

REG. NO.- 1613130030

ROLL NO.-

Page no.0
 INDEX
S.No. Topic Page no. Date Signature

1.
CASE STUDY 1:- CASE STUDY OF
Shopcules 2-7

2.
CASE STUDY 2:- CASE STUDY OF 8-12
JABONG

3.
CASE STUDY 3:- CASE STUDY OF 13-18
MYNTRA

4.
CASE STUDY 4:- CASE STUDY OF 19-23
ALIBABA.COM

5.
CASE STUDY 5:- CASE STUDY OF 24-27
SNAPDEAL

6.
CONCLUSION 28

Page no.1
CASE STUDY- 1
CASE STUDY OF
Shopcuels

Page no.2
 Introduction

 ShopClues is an online marketplace owned by Clues Network Pvt.Ltd

 It was established in July 2011 in Silicon Valley by Sanjay Sethi, Sandeep Aggarwal and
RadhikaAggarwal.
 Based in Gurgaon, India,the company claims to have over 6 lakh merchants and 2.8 crore
products on itsplatform.
 serving over 32,000 pincodes across thecountry.
 ShopClues.com is an onlinemarketplace.
 Out of 7500 brands that shopclues sells, 6500areregional
 Offersover19millionproductsacross5000+categoriesatattractiveprice

Page no.3
Page no.4
Competition

Page no.5
 Marketing Strategies

Shopclues spends heavily on its Tv commercials for awareness and branding purpose. Shopclue’s
Sunday flea market and Wednesday Super Saver Bazar are two main traffic pullers for Shopclue.
They also have huge social media presence with more than 4 million likes on Facebook and more than
2 million Twitter followers. Shopclue engages with their audience regularly and also handle queries
through these twoplatforms.

After a humble start in 2011 Shopclues has become a big brand in E-commerce market in India. With
100 Million visits every year more than 5 lakh sellers and millions of product Shopclue have come a
long way with team size increase from 5 to 1000 plus in last 6 years.

Page no.6
Shopcules Problems and Future

Problem's
REASON:
PUSHED BACK by demonetization because their customers are
mainly from India’s small cities andtowns
has deferred plans for public listing

Raised fund only $130 million, while Amazon has committed $2 billion

FUTURE PLANS

 The money that company receives will be invested in increase in

merchant.

 Base and building technology to help small businesses to participate in

the e- commerce revolution of the country.

 Increase the site traffic by 30% in sixmonths.

 Planned to increase its merchant base to 10 millionup.

Page no.7
CASE STUDY- 2
CASE STUDY OF
Jabong

Page no.8
 INTRODUCTION

• Jabong is one of India’s leading e-commerce stores dealing primarily in apparel andfashion
• Jabong.com is young, vibrant company that aims to provide good quality brandedproducts.
• Jabong.com caters to the fashion needs of men, women and kids across footwear, apparel, jewelry
andaccessories.

HISTORY

• Started in January,2012.
• Co-founded by Aruna Chandra Mohan, Praveen Sinha and LakshmiPotluri
• Company launched Its first TV campaign in March2012
• Jabong.com launched the India Online Fashion Week in2014

Page no.9
Page no.10
MODELS FOLLOWED BY JABONG.COM

• InventoryModel:
In the inventory model, products are availed from various brands and stores in the jabong warehouse
• Manages marketplacemodel:
In the managed marketplace model, Jabong doesn’t keep the inventory but takes care of service and returns for the
consumers.

PAYMENT METHODS

 Visa
 MasterCard
 NetBanking
 Cash OnDelivery

Page no.11
ADVANTAGES

•WIDEST ASSORTMENT OF PRODUCTS WITH 750BRANDS

•FASTESTDELIVERY
•HIGH QUALITY CUSTOMERSERVICE
•FLEXIBILITY PAYMENTOPTIONS
•CUSTOMIZATION ANDINNOVATIONS
•FREESHIPPING

DISADVANTAGES

•DO NOT TEST THE PRODUCT BEFOREBUYING

•WORRY ABOUT FRAUD WITH CREDIT CARDSPURCHASES
•COMPLEX ONLINE SHOPPINGPORTALS
•LACK OF COMMON TAXATION RULES

Page no.12
•

CASE STUDY- 3
CASE STUDY OF
Myntra

Page no.13
 Introduction

• Myntra.com is an Indian online shopping retailer of fashion and casual lifestyle products, and
headquartered inBangalore.

• Myntra was established by Mukesh Bansal, Ashutosh Lawania, and Vineet Saxena in February 2007.
All three are IIT alumni, and have worked for severalstart-ups.

• It has been funded by Venture Capital funds like IndoUS, IDG & Accel Partners.

• On 22nd May 2014 Flipkart acquired Myntra in a deal estimated to be around $300Million.

•Today Myntra is the largest online lifestyle retailer with over 350 national and international brands
under itsbanner.

Page no.14
Page no.15
 Business Model

• Myntra.com is an aggregator of manybrands.

• It is a B2C i.e. business to customerwebsite.
• Its business model is based on procuring current season merchandise from various brands and making
them available on the portal at the same time as in respective retail brand outlets. All these products
are offered to customers onMRP.
• Myntra has tied up with top fashion and lifestyle brands in India, such as Nike, Inc., Reebok, Puma,
Adidas, Lee, etc. to offer a wide range of current season merchandise from thesebrands.

Campaigns
• Myntra launched a brand campaign with its first TVC in July 2011. The commercial 'juxtaposes new-
age fashion with old-world grit' and positions Myntra as a 'fashionable new age'brand.
• Myntra's second campaign, with the tagline "Ramp It Up", was launched in October 2011 with a
TVC. The new ad scored high on fashion quotient and the core message was to communicate the
launch of the Autumn Winter 2011 collection onMyntra.com.
• In February 2012, Myntra also rolled out an OOH (out of home) campaign across Tier 2 cities, to
build brand awareness and promote onlineshopping.

Campaigns
• In June 2012, Myntra launched its third campaign. Created by Taproot, the communication
emphasises the benefits of buying online, and is titled 'Real life mein aisa hota hai kya’, in which they
offer free shipping, cash on delivery, 30 day return & 24 hoursdispatch.
• Myntra continued the 'Real life mein aisa hota hai kya' theme in its next campaign in October 2012
and extended it to showcase its wide catalogue and hassle-free ReturnsPolicy.

Page no.16
 How Myntra Works….

Step 1: Subscribe
Subscribe with myntra to get daily deal alert on your email and mobile number.
Step 2: Buy
To buy any deal, click on 'Buy' and make payment by various payment modes: credit card, debit card,
online banking, Cash card, Phone and lot more.
Step 3: Deal Confirmation
Receive your deal vouchers on SMS and Email.
Step 4: Redeem Your Deal
Show your voucher at the merchant location and redeem the deal.

Awards

• Awarded 'Fashion eRetailer of the Year 2013' by Franchise India – Indian eRetailAwards
• Awarded 'Best E-commerce Website for 2012' by IAMAI – India DigitalAwards
• Awarded 'Images Most Admired Retailer of the Year: Non–Store Retail' for 2012 by ImagesGroup
• Awarded 'Best E-commerce Partner of the year 2011-12' by PumaIndia.

Page no.17
 MYNTRA

•1. Always Make Payment Under Secure & EncryptedConnection

•2. Keep Transaction InformationHandy
•3. Take Detail Of The ShippingProcess
•4. Look For Attractive Offers And BestDeals
•5. Keep A Record Of What YouLiked
•6. Make Sure There Aren’t Any Hidden ShippingCharges

Page no.18
CASE STUDY- 4
CASE STUDY OF
Alibaba.com

Page no.19
Page no.20
 Introduction

A marketplace, a search engine and a bank, all inone.

Alibaba is China’s and by some measures, the world’s biggest online commerce company. Its three
main sites — Taobao, Tmall and Alibaba.com — have hundreds of millions of users, and host millions
of merchants and businesses. Alibaba handles more business than any other
e-commerce company.
One can think of it as a mix of Amazon.com, eBay and Paypal. Customers use Alibaba to shop online,
sell unwanted goods and make online payments. Alibaba has two retail sites: Taobao, which features
thousands of non-brand name products soldby smaller merchants; and Tmall, which offers brand•name
products sold by big merchants.
Unlike Amazon, which buys goods from suppliers and sells them to customers, Alibaba has always
acted as a middleman, connecting buyers and sellers and facilitating transactions between them.
This Chinese B2B trading platform connects buyers in North America and Europe with suppliers from
China. Alibaba follows an aggregation of supply model (similar to other early B2B players), helping to
solve the pain of global sourcing.

Page no.21
 History

Alibaba Group was established in 1999 by 18 people led by Jack Ma, a former English teacher from
Hangzhou, China. From the outset, the company’s founders shared a belief that the Internet would
level the playing field by enabling small enterprises to leverage innovation and technology to grow
and compete more effectively in the domestic and globaleconomies.
Jack Ma named his company on “Alibaba Open Sesame”. Alibaba is a kind, smart business person,
and he helped the village. Alibaba opens sesame for small to medium sizedcompanies.
During Late 90’s, Alibaba Group raised a total of US$25 million from SoftBank, Goldman Sachs,
Fidelity and some other institutions.
After Alibaba achieved profitability in 2001, it’s sister organization Taobao was founded as a
consumer e-commerce platform. Which further established TMall (TMall.com), a retail website, to
complement its C2Cmarketplace.
After about a decade since its inception Alibaba group also beta•launched eTao as a shopping search
engine.
Alibaba raised $21.8 billion in its debut, making it the biggest U.S.listed IPO in history after the IPO
of credit card processing company Visa in2008.

Page no.22
 Products and Services

Alibaba provides a wide variety of products and services through its various online portals. Some of
these are:
● Apparel, Textiles &Accessories
● Auto &Transportation
● Electronics
● Electrical Equipment , Components &Telecom
● Gift, Sports &Toys
● Health &Beauty
● Home , Lights &Construction
● Jewelry, Bags &Shoes
● Machinery, Hardware &Tool
● Metallurgy, Chemicals, Rubber &Plastics
● Packaging, Advertising &Office
● Onlinemarketing
● CloudComputing
● LogisticsOperations
● Electronic PaymentServices
Alibaba is one of those online resources which claims a “Get everything and anything” availability. A
consumer can literally buy products ranging to simple toys to automobiles. Hence, Alibaba is proving
to be a one•stop platform where a consumer can choose among a wide variety of options.

Alibaba Group primarily operated within China, where e-commerce is synonyms to Alibaba. But
within last decade Alibaba has expanded to almost all the corners of the world, consisting its user base
from about 190 odd countries.Although to get a hold on other emerging markets Alibaba Group has
also established offices in the U.S., U.K., India, Japan and Korea.

Page no.23
CASE STUDY- 5
CASE STUDY OF
Snapdeal

Page no.24
Page no.25
 Introduction

Snapdeal, founded by Kunal Bahl and Rohit Bansal, is an online shopping marketplace started in
February 2010 as a daily deals platform inspired by groupon.com but expanded in September 2011 to
become an online marketplace. It started as a member only website which gradually kept on growing
to become the largest online marketplace in India offering an assortment of 12 million+ products
across diverse categories from over 150,000 sellers catering to a user base of 25 million
members.Snapdeal is now the second-largest e-tailing company after Flipkart inIndia.

Business Model

A marketplace model like Snapdeal needs to ensure that technology integrations work seamlessly and
this is what Bahl is trying to achieve constantly. The powerful model of local merchant & physical
product e-commerce is something which is very unique to Snapdeal.com, and it gives the opportunity
to provide wider variety of choice to the customers. Snapdeal is thus a very conservative company in
making investments. Company culture is more about how to do more with less.

Page no.26
 Marketing Strategy

When launched, Snapdeal was first of its kind. When it was establishing its niche in the industry,
websites like mydala.com and DealsandYou came as its core competitor.

But working and focusing primarily on its goal, within 2 years, Snapdeal succeeded in making 8-9
million user base. They entered in top 100 Indian websites in terms of traffic.

To further increase their members and traffic, they started referral programs on their websites in which
a user was paid a fixed amount for successful sign up of a friend after receiving the referral link to use
Snapdeal. Other than this, they started “Get your first deal free” offer which got huge response from
the user side. This led to the strong brand value of Snapdeal. Side by side to these strategies, affiliate
marketing campaign was also working. This campaign was launched after 8-9 months of its inception.
They started cost per lead (CPL) campaign in which the affiliates were paid Rs. 30 for each lead
generated. But the problem was that the margin was very less related to cost per acquisition that was
very high and the average revenue generated on each transaction was approx. Rs.50-100.

But Snapdeal knew how to remain in the market and for this they kept on promoting themself in any
situation. After leads were generated, an aggressive email marketing campaign was launched to reach
out those leads. Every day on regular basis, promotional emails were sent to the registered users.
But it was not the end. The names like Myntra and Flipkart were entering the market at the same time.
So to survive in the market, Snapdeal started to add more products listing into their website. Soon
Snapdeal ventured into a proper e-commerce site including categories like electronics, fashion, kitchen
appliances, apparels and many more. Finally in September 2017, Snapdeal turned into a marketplace.

Page no.27
Page no.28