A

PROJECT REPORT
ON
“A STUDY ON MARKETING STRATEGY OF FLIPKART”

In partial fulfillment of the requirement of

MASTER OF BUSINESS ADMINISTRTION-
IN RANI DURGAWATI VISHWAVIDYALAYA JABALPUR

UNDER THE GUIDANCE OF

PROF.AMIT KUMAR GUPTA

SUBMITTED BY
SONALI SAHU
MBA IV SEMESTER
E/NO-R1700633020258
SHRIRAM INSTITUTE OF MANAGEMENT JABALPUR
NEAR ITI MADHOTAL,JABALPUR(M.P)2020-2022
 TABLE OF CONTENTS
1. INTRODUCTION
2. COMPANY PROFILE
3. CONCEPTUAL BACKGROUND
4. OBJECTIVES OF THE STUDY
5. RESEARCH METHODOLOGY
6. SWOT ANALYSIS
7. FINDINGS
8. SUGGESTIONS
9. CONCLUSION
10. BIBLIOGRAPHY/WEBLIOGRAPHY
 INTRODUCTION
A marketing strategy is a long-term plan for achieving a company's goals by understanding the
needs of customers and creating a distinct and sustainable competitive advantage. It encompasses
everything from determining who your customers are to deciding what channels you use to reach
those customers.
With a marketing strategy, you can define how your company positions itself in the marketplace, the
types of products you produce, the strategic partners you make, and the type of advertising and
promotion you undertake.
What is included in a marketing strategy?
In essence, a marketing strategy determines the general direction – but not the specific details – for
a variety of marketing-related activities. Ideally, your marketing strategy should help you define the
following for your company:
• Target audience
• Value proposition
• Product mix
• Brand messaging
• Promotional initiatives
• Content marketing
TYPES OF MARKETING STRATEGIES:
• Social media marketing strategy
• Email marketing strategy
• Inbound marketing strategy
• Content marketing strategy
• Editorial strategy
• Marketing communications strategy
• Digital marketing strategy
• Internal marketing strategy
• Public relation strategy
• SEO Marketing strategy
 FLIPKART.COM
• Flipkart is an Indian e-commerce company, headquartered
in Bangalore, and incorporated in Singapore as a private limited
company. The company initially focused on online book sales before
expanding into other product categories such as consumer electronics,
fashion, home essentials, groceries, and lifestyle products.
• The service competes primarily with Amazon's Indian subsidiary and
domestic rival Snapdeal. As of March 2017, Flipkart held a 39.5%
market share of India's e-commerce industry. Flipkart has a dominant
position in the apparel segment, bolstered by its acquisition of Myntra,
and was described as being "neck and neck" with Amazon in the sale
of electronics and mobile phones. Flipkart also owns PhonePe,
a mobile payments service based on the UPI.
 COMPANY PROFILE
Type Private, subsidiary
Industry E-commerce
Founded 2007 (15 years ago)
Founder Sachin Bansal
Binny Bansal
Headquarters Bangalore, Karnataka, India (operational HQ)
Singapore (legal domicile)

Area served India

[1]
Key people Kalyan Krishnamurthy (CEO)
Services Online shopping
[2]
Revenue ₹43,615 crore (US$5.7 billion) (FY 2019)
Owner •Walmart (72%)
•Tencent (5.3%)
•Tiger Global (4.1%)
•Binny Bansal (2.4%)
•CPPIB (2.2%)
•SoftBank Group (1.4%)
•QIA (1.3%)
•Microsoft (1.2%)
•Accel (1.1%)
•Others (9%)
[3]

[4]
Number of employees 30,000 (2016)

Parent Walmart

Subsidiaries •Myntra
•PhonePe
•Ekart
•Jeeves
•Cleartrip
Website www.flipkart.com
 CONCEPTUAL BACKGROUND
In 2007, Sachin and Binny first thought of creating a comparison search engine. At that time, they saw a huge gap
in the e-commerce sector in India and quit their job at Amazon Web Services to establish their e-commerce site,
Flipkart. Initially, they set up their venture with an investment of Rs 400,000 and Flipkart started its journey by
selling books. Because at that time it was not easy to find vendors of electronics, fashion, or household items in
India. Even book vendors could not completely put their trust in an Internet-based service like Flipkart in the
beginning. At that time Sachin Bansal took charge as the CEO of the company. In 2008, the company started
operating with an office in a two-room apartment in Bangalore and gained popularity among book readers.
Flipkart’s popularity began to catch the eye of investors and in 2009, the company was able to secure a capital of
$1 million capital investment from an investment firm, Accel Partners. At that time, the company had a staff of
over 150, and a total of three offices across India. At the end of that year, they were able to sell books worth a total
of Rs 40 million.
Although Indian consumers at that time did not feel comfortable shopping online, Flipkart was able to gain the
trust of customers by providing 24/7 customer support. In 2010, Tiger Global invested $10 million in Flipkart, and
the company acquired the Bangalore-based social book discovery service “WeRead“. After the popularity of book
sales picked up, Flipkart started selling mobiles under the electronics category. As the company did not achieve
the desired success in it, they implemented cash on the delivery system for the first time in India. As a result, the
company was able to gain the trust of consumers and Flipkart’s sales growth continued to grow. At the beginning
of Fiscal Year 2011, their revenue stood at Rs 750 million, and in the same year, they acquired a digital content
platform, Mime360. Flipkart, in the same year, officially registered their company since at that time the regulations
did not allow 100% Foreign Direct Investment (FDI) to an online retail company providing multi-brand goods and
services.
 CONTD……
In 2012, Flipkart launched its own music streaming service, Flyte, with the intention of expanding their business in online
music streaming services. But the service was discontinued the following year as it could not attract many customers at
that time. In the same year, the company acquired online electronics retailer Letsbuy for around Rs 12.5 billion, which
further boosted their business. That year, Flipkart occupied first position in the list of Top 20 E-retailers in India.
According to the company’s website, they were able to sell 100,000 books in one day in 2013. In the same year, e-
commerce giant Amazon entered the Indian market alongside the existing local competitor Snapdeal. The same year
the company launched a payment gateway system called PayZippy, but shut it down the following year.
In 2014, Flipkart was able to raise a total of $2 billion through Tiger Global and Accel Partners as well as various
investors. That same year, Flipkart acquired Indian e-commerce company Myntra for $330 million to add it to the
Fashion & Lifestyle category in their portfolio. At the end of the year, the company’s revenue stood at Rs 28.4 billion. The
next year, in 2015, it increased by about 80% to a little over Rs 95 billion. In the same year, Flipkart acquired Delhi-based
mobile marketing firm ” Appiterate ” and bought a minor stake in MapmyIndia to further improve their delivery
operations. According to a report by The Economic Times, Flipkart was able to sell products worth a total of Rs 20 billion
in five days of the festive sale season last year. The same year, according to a report by firstpost, during Flipkart’s ‘Big
Billion Sale’ the company sold 200 million mobile phones.In 2016, Flipkart acquired Jabong , another Indian fashion &
lifestyle-based e-commerce business, for $60 million. Following the acquisition, Jabong began operating
under Myntra and Flipkart’s market share in India’s fashion e-commerce sector stood at more than 60%. That year,
Flipkart was able to cross the milestone of 100 million registered customers. In the same year, Co-founder Binny Bansal
became the new CEO of Flipkart when Sachin Bansal stepped down from the position. According to a report by The
Economic Times in October 2016, that year in its ‘festive sale season’, Flipkart was able to sell products worth a total of
Rs 14 billion in one day. At the end of the year, the company’s revenue stood at Rs 132 billion. In April 2017, Tencent,
eBay and Microsoft invested $1.4 billion in Flipkart, and the company’s valuation stood at $11.6 billion. That same year,
Flipkart acquired India’s UPI-based payment start-up PhonePe for an undisclosed amount. Also in August, Japanese
giant SoftBank invested $2.5 billion of their Vision in the company and at the end of the year, the company’s revenue
stood at about Rs 156 billion.
 OBJECTIVES
• To study the marketing strategy of Flipkart.

• To do the SWOT analysis of Flipkart.

• To give feedbacks and suggestions based on findings.

 RESEARCH METHODOLOGY
MEANING:
Research methodology is a way of explaining how a researcher intends to carry out their research. It's
a logical, systematic plan to resolve a research problem. A methodology details a researcher's
approach to the research to ensure reliable, valid results that address their aims and objectives. It
encompasses what data they're going to collect and where from, as well as how it's being collected and
analyzed.
A research methodology encompasses the way in which you intend to carry out your research. This includes
how you plan to tackle things like collection methods, statistical analysis, participant observations, and
more.
You can think of your research methodology as being a formula. One part will be how you plan on putting
your research into practice and another will be why you feel this is the best way to approach it. Your
research methodology is ultimately a methodological and systematic plan to resolve your research
problem.
In short, you are explaining how you will take your idea and turn it into a study, which in turn will produce
valid and reliable results that are in accordance with the aims and objectives of your research. This is true
whether your paper plans to make use of qualitative methods or quantitative methods.
 TYPES OF DATA COLLECTIONS
PRIMARY DATA: Primary data is a type of data that is collected by researchers directly from main
sources through interviews, surveys, experiments, etc. Primary data are usually collected from the
source—where the data originally originates from and are regarded as the best kind of data in
research.

SECONDARY DATA : Secondary data refers to data that is collected by someone other than the primary
user. Common sources of secondary data for social science include censuses, information collected by
government departments, organizational records and data that was originally collected for other
research purposes.

Type of data used in my study is secondary resource.

Sampling area is a private sector.
Nature of source of data is qualitative.
Method of study is marketing study and SWOT analysis.
 CASE STUDY
recent study by Flipkart have revealed that merchants, kiranas, and MSMEs witnessed increased growth this year as
compared to 2020. Customer insights indicate that e-commerce is gaining in popularity as it offers greater convenience,
user-friendly interfaces enabled by technology, inclusive access to a wide range of products and affordable financial
constructs. Flipkart, through its strong governance, deep experience and investments, has built capacity that allows it to
scale the business in a sustainable manner - while providing customers the best value, access and peace of mind.
“As India’s homegrown e-commerce marketplace, we are committed to deliver the best products to all customers using the
latest technology, irrespective of their location. Flipkart has consistently focused on creating an inclusive e-commerce
shopping experience and thereby transforming how India shops. Over the past year, we have empowered our partners, built
new capabilities in Grocery and supply chain, and introduced new features on our platform that aim to benefit all
ecosystem stakeholders. We will continue to introduce innovations that meet consumers' rising expectations while also
empowering sellers, merchants and MSMEs to access the Indian market more effectively and efficiently."
Tier 3+ cities have emerged as strong growth markets There has been a change in the way Indians are looking at shopping,
not just in urban regions but also in smaller cities and towns. Flipkart witnessed a 47% year-on-year (YoY) customer growth
in Tier 3+ cities this past year. In Tier 3+ cities, the fashion category had the biggest YoY customer growth of 58%. This
growth can be attributed to the successful democratization of fashion by Flipkart and the growing role of social media in
influencing shopping decisions. Smartphones, audio devices, grooming products, fashion wearables (fashion jewelry,
wallets, belts, sunglasses), men’s footwear, and household items were some of the top categories that were in high demand
for shoppers in Tier 3+ cities.
Neighbourhood kiranas become the wheels of e-commerce across the country The increasing adoption of customers from
across the country, particularly Tier3+ cities, was largely enabled by the rapid expansion of supply chain infrastructure and
extended delivery partners. Today, over 1 lakh kiranas onboarded with Flipkart make 30% of the 60 million+ deliveries made
per month across the country, offering a very personalized e-commerce experience to millions of customers.These kirana
partners also witnessed an increase of over 30%+ in their average delivery incomes compared to last year, which helped
drive the adoption of e-commerce across smaller cities through a faster delivery experience.
 CONTD….
Speed and quality assurance are contributing to a boom in the Grocery and hyperlocal business Flipkart’s hyperlocal delivery
business witnessed a 25X increase in orders compared to last year. The share of hyperlocal orders within total grocery orders
on Flipkart increased from 1% in 2020 to over 17% in 2021. Flipkart continues to gain ground in this segment with Flipkart
Quick, which enables consumers to get their products delivered within 90 minutes of placing an order online.
Customers can place their orders at any time of day and have them delivered between 6 AM and midnight. Flipkart has also
made deep investments in its Grocery business in the past two years as consumers from Tier 2 and 3 markets also embark on
the seamless journey of e-commerce buying. The category has seen a 2X growth in revenue and customers respectively in
2021. It is on track to service customers in 1800 cities by the end of 2021, including Ajmer, Amritsar, Bhuj, Bokaro, Daman &
Diu, Dehradun and Kanyakumari, among others. Vernacular language interface and Voice capabilities are accelerating the
adoption of e-commerce With e-commerce adoption rising fast in Tier 3+ cities, the share of Indian-language users on
Flipkart increased from 12% in Q4 2020 to 18% in Q4 2021.
Coming to popular browsing categories, Smartphones account for 57% of regional language traffic, followed by fashion
wearables (44%), and audio devices (39%) respectively. Tier 3+ cities had the highest percentage of non-English users (22%),
indicating that regional languages will continue to play an important role in attracting and retaining consumers from these
markets. Among the 11 Indian language interfaces on Flipkart, Hindi, Tamil, Telugu and Bengali are the most widely used
languages on the platform, growing by over 2X over the past 1 year. Bengali and Malayalam are witnessing the fastest
growth in terms of adoption among new customers. Flipkart’s Voice Search witnessed nearly 3 million daily queries this year,
with Tier 3+ cities constituting more than half of the overall voice queries. Patna, Ranchi, Surat and Bhagalpur are among the
top 25 cities. Colloquial commands were most popular, such as
“दो साल के बच्चेसेलेकर दस साल के जतू ेेदद खाना भयै ेा”
“बच्चेका ड्रसे बच्चेका ड्रसे ”
“जो इसमें सेइस टाइम डि लीवरी पेहो वह वालेजज म के सेट ”
“सोलह सत्रह साल की लड़की का सटू बताओ
 CONTD….
Flipkart Wholesale Witnessed Robust Growth Kiranas and retailers have shown increased
trust and adoption of B2B e-commerce with Flipkart Wholesale witnessing solid growth
across categories. Fashion category clocked an overall growth of 9.4X and its customer base
grew by 3.5X. In terms of e-commerce adoption, it jumped up by 2X while the selection for
this category grew by 4X. In 2021, Flipkart Wholesale's fashion category also expanded its
reach from 8 cities to 1715.
Grocery category witnessed 1.2X growth at a gross level and a surge of 1.1X in its total
customer base. Unassisted share of grocery also increased by 2.5X Four months since its
launch on the Flipkart Wholesale platform, the general merchandising category saw an
overall growth of 1.12X and its customer base moved up by 1.2X. General merchandising also
recorded a 4X growth in its e-commerce adoption and 9X growth in the selection while
expanding its presence from 29 cities to 351.
More brands embrace e-commerce through a partnership with Flipkart The growth of the
D2C model and the rise of online shoppers has paved the way for more brands to explore
deeper partnerships with Flipkart. This year witnessed 2X more brand partnerships
compared to last year, creating new market opportunities and enabling access to a much
wider customer base. Moving into 2022, India’s e-commerce journey will continue to be led
by innovation, meaningful ecosystem partnerships and technology that enables an inclusive
experience for all.
About the Flipkart Group -The Flipkart Group is one of India's leading digital commerce
entities and includes group companies Flipkart, Myntra, Flipkart Wholesale, and Cleartrip.
MARKETING STRATEGIES FOLLOWED BY
FLIPKART:
• INFLUENCER MARKETING
• SOCIAL MEDIA MARKETING
• AFFILIATE MARKETING
• MOBILE MARKETING
INFLUENCER MARKETING:

• INFLUENCER MARKETING :An Influencer Marketing is like a hybrid of old and new marketing tools
, taking the idea of the celebrity endorsement and placing it into a modern day content-driven
marketing campaign.

I
 SOCIAL MEDIA MARKETING:
• SOCIAL MEDIA MARKETING : Social media marketing is a form of
internet marketing that uses social media apps as a marketing tool.
 AFFILIATE MARKETING :
• AFFILIATE MARKETING: Affiliate marketing is where an affiliate promotes product or company
through their own marketing channels.
MOBILE MARKETING:
MOBILE MARKETING: Mobile marketing is a multi-channel online marketing technique focused at
reaching a specific audience on their smartphones, feature phones, tablets, or any other related
devices through websites, E-mail, SMS and MMS, social media, or mobile applications.
 SWOT ANALYSIS OF FLIPKART:
STRENGTHS: WEAKNESSES:
• E-Commerce platform • Limited Distribution
• India’s largest E-Com Retailer • Cost of Acquisition
• Acquisitions • Buyers have the power
• High brand recall
• Brand portfolio
• Large Employee base
• Training for its employees
• Exclusive and wide product range
 CONTD…
OPPORTUNITIES:
• Ease of doing business
• Highest growth rate
• Post- Pandemic Sentiments
• Market development
THREATS:
• Intense Competition/Rivalry
• Government Regulations
• Buyer power and switching
 FINDINGS:
• Walmart had acquired roughly 77% stake in Flipkart for about $16 billion (roughly
1,19,270 crores)in 2018.
• Flipkart has acquired many prominent startups such as Myntra , PhonePe , Jabong .
com, Weread , ebay.in. so that it can perform effectively in market to satisfy their
target audience .
• It has limited distribution and outreach as compared to their competitors/rivalries.
• According to analysis, product delivery is slow as compared to their competitors.
• It is found that sometimes product quality is inferior and it reduces customer’s
trust.
• Order returns , refunds and cancelations are also found.
• The online retail market is saturated with Snapdeal , Paytm , Ebay , Myntra ,
Reliance Digital and Nyka so customers visibly have lower switching costs ; they
instantly switch from one online shopping website to another.
 SUGGESTIONS
• If it had independent hold/grip ,it would have worked extraordinarily in the
market as Flipkart is acquired by Walmart.
• Flipkart can also look to ride on the wave of ‘vocal for local’ sentiments in India
allowing more MSMES to sell on their platforms.
• Order returns , refunds , cancelations ,redressal of delivery issues , and fake
product deliveries etc are issues .Flipkart should enhance in their ranks.
• Flipkart can look to streamline payments for their orders through an in-house
payment service like AMAZONPAY .
• Flipkart relies on heavy discounts , spending crores to attract and retain customers
so it should reduce cost of acquisition as excessive spends on ads is not
sustainable in the long run.
• It should expand their reach globally and distribution channel as their rivalries is
already doing well into this.
 CONCLUSION:
Flipkart's marketing strategy is a very solid and robust one -
of course it also doesn't hurt that brands like Flipkart have deep
pockets and can make their marketing efforts come to life. The
best thing about Flipkart is that they're great with transmitting
coherent messages across platforms.
Customers appreciated Flipkart's assurance and trust
element. The company expanded its rapid service and delivery
became the company's hallmark as word spread in a positive
tone. The business grew, and the e-commerce site established
itself as India's leading platform.
 BIBLIOGRAPHY/WEBLIOGRAPHY:
BIBLIOGRAPHY:
1. Philip Kotler , Kevin Kotler (2017)
-Marketing Management
2. C.R Kothari(2016)
-”Research Methodology Methods and Techniques”

WEBLIOGRAPHY:
1. WWW.fLIPKART.COM