RETAIL TECHNOLOGY & MANAGEMENT

ASSINGMENT 1

TOPIC- EVALUATE THE BRAND/RETAILER’S

SUBMISSION TO- DR. RIJU JAKHAR

SUBMISSION BY-

SAKSHI SINGH

JAYANT KUMAR

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 PUMA

Puma is a German multinational corporation that designs and manufactures athletic and
casual footwear, apparel, and accessories. The company was founded in 1948 by Rudolf
Dassler, who had previously co-founded Adidas with his brother Adolf Dassler.

Introduction of Puma

 Origin Country: Germany

 Founder: Rudolf Dassler
 Founded: 1948
 Headquarters: Herzogenaurach, Germany
 Employees in 2023: 14,606
 Revenue in 2023: EUR 6.8 billion
 Net Income in 2023: EUR 0.262 billion
 Global Sportswear Sales in 2023: 6.2 billion USD
 Market Cap in 2023: 8.25 billion USD

Mission of Puma:

The mission statement of Puma is “PUMA WILL BE

THE FASTEST SPORTS BRAND IN THE WORLD”

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Vision of Puma:

Puma’s vision looks at the world which is safer, more creative, sustainable, fastest brand for
the generations to come. They believe that by staying true to their values, inspiring the
passion and talent of their people, and working in sustainable, innovative ways, will bring
customer satisfaction and at the same time bring that vision of a better world a little closer
every day.

Puma’s five corporate strategic priorities

1. Reposition PUMA as the World’s fastest Sports Brand in the world and
create brand heat.
2. Improve the product engine.
3. Optimize the distribution quality.
4. Increase the speed of Puma’s organization and infrastructure
5. Renew the IT infrastructure.

What’s new with Puma

 PUMA has been making headlines with its sustainability initiatives and collaborations. In
recent months, they announced their commitment to becoming a carbon-neutral
company by 2050.
 The brand has also been actively engaging in collaborations with celebrities and athletes,
including Rihanna and Neymar Jr., to enhance their global presence.

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MARKET MIX OF PUMA

The marketing mix means the company’s selling model, which includes the 4P namely
product, place, price, and promotion. It is a series of techniques to achieve the marketing
goals of the company.
It helps the company to meet its objectives of marketing successfully and make the name of
its brand. Let’s see the marketing mix of Puma in the coming section.

1. Product Strategy of Puma

The company has established its image as reliable and good quality products. The brand’s
major sales are due to its footwear collection. Football shoes are the attraction point of the
portfolio.
The company has the following products-
 Shoes
 Apparels
 T-shirts
 Tracks
 Boxers
 Accessories

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 Helmets
 Water bottles
Puma has collaborated with many big and giant designers like Rossi and Alexander
McQueen. The company has a specialty in its product line by selling premium quality
products at affordable prices. This gives the customers the feel of luxury on their budget.

2. Promotion Strategy of Puma

The company’s major revenue in India is generated by cricket and sponsoring Ranji’s trophy.
It also spends heavily on print media and billboards. The company also focuses on different
games and sponsoring tournaments.

Some of the advertising ways include television media, billboards, doing CSR (Corporate
Social Responsibility) activities, and excellent packaging. The company also has great
ambassadors like Saina Nehwal(badminton), Gautam Gambir (cricket), and Shilpa Shetty
(Health academy).

Digital marketing is one of the major marketing channels of the company. It includes
channels like Puma’s official website, social media advertising, influencer marketing, fashion
sites, and online advertisements.

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The company has a large following on social media apps including Facebook, Twitter, and
Instagram. It has over 20 million followers on Facebook, more than 10.7 million followers on
Instagram, and more than 1.6 followers on Twitter.

3. Place & Distribution Strategy of Puma

Puma shoes are sold at multi-brand shoe stores and the company’s exclusive stores in
different locations of the country. Having a huge sales network and great resources the
company is available almost in every major location.

Europe, EEMEA (Eastern Europe, Middle East, and Africa), North America, Latin America,
and APAC are the five regions that sell the products widely. Wholesale, Puma-owned, and
controlled retail stores and e-commerce sites are the three types of distribution methods
used by the company.

The corporation also has an online presence which ultimately grows its customer base. The
company is continuously working on retail expansion and opening new stores in different
locations.

The company’s official website, as well as top e-commerce platforms, have become
important channels for selling its items and accessories as e-commerce has grown.

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The company does maintain a huge distribution network throughout the world. This makes
the brand popular and helps it to achieve its target market.

4. Pricing Strategy of Puma

Two main factors affect pricing within the industry, it is known as the extent of demand and
competition. Competition within the industry is extremely high and the corporation invests
in product innovation also as marketing to take care of demand. Accordingly, the company
sets the costs of its products.

Puma’s pricing strategy is comparatively lower than its competitors. It offers premium-
priced products as an outsized range of products priced more affordably. This pricing
strategy helps the company to sustain demand and drive sales higher.

The brand offers products at a lower cost than the industry’s two main brands, Nike and
Adidas. Puma has a premium pricing policy because it is a premium brand, hence it is more
expensive than Bata and Action. It is a premium brand that delivers a quality product and
that’s why the pricing is justified under the brand name.

The pricing of the company is affordable and gives customers a feel of a premium brand.
The company has made its pricing quite accurate and relative.

5. Physical Evidence of puma

Almost all services include some physical elements even if the bulk of what the consumer is
paying for is intangible. PUMA – This can be linked with PUMA’s online website. When you
buy a product from puma online and receive the product, you will receive a confirmation
letter with the product of your order.

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6. Process

The delivery of your service is usually done with the customer present so how the service is
delivered is once again part of what the consumer is paying for. The process side can involve
Puma understanding how to create a quick and reliable online purchasing service for
consumers. Also, it can involve employees offering a unique, enjoyable and bright
experience when it comes to customers shopping in chain retailers or Puma specific shops.
Also, an important process is creating an easy to understand and helpful process in which a
customer might need to return an item after purchase, or even to review items online or
over the phone. PUMA – increasing the speed in our organisation and business processes.

7. People

All companies are reliant on the people who run them from front line Sales staff to the
Managing Director. Having the right people is essential, offering the same products/services
you are offering. PUMA – this includes people like Rihanna, Kylie Jenner etc people who
have a major influence helping to sell products

Digital Marketing Strategy

Puma has embraced digital marketing strategies to connect with its target audience. Some
key strategies include:

o social media Dominance

 PUMA maintains a strong presence on platforms like Instagram, Twitter, and Facebook,
engaging followers with visually appealing content, athlete endorsements, and
interactive campaigns.
o Influencer Collaborations
 By partnering with influencers and celebrities, PUMA reaches a wider audience and
leverages their authenticity and influence to promote their products.

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o E-commerce and Mobile Apps
 PUMA’s e-commerce platform and mobile app provide a seamless shopping experience,
with personalized recommendations and exclusive deals for users

Target Audience of Puma

PUMA caters to a diverse range of buyer, including:

 Athletes: PUMA’s performance gear appeals to professional and amateur athletes

seeking high-quality sports apparel and footwear.
 Fashion Enthusiasts: The brand’s collaborations with celebrities and designers attract
fashion-forward consumers looking for trendy sportswear.
 Eco-Conscious Shoppers: PUMA’s sustainability initiatives resonate with environmentally
conscious consumers.
 Youth Market: PUMA often targets the youth market with products that blend style and
functionality, appealing to those seeking a versatile look.

VISUAL MERCHANDISING
Visual Merchandising (VM) plays a crucial role in the retail environment, creating an
attractive and engaging display to draw in customers and communicate the essence of a
brand or product. When it comes to Puma fragrances, a VM layout would aim to convey the
brand's style, values, and the essence of the fragrances on offer. Here's a sample VM layout
and details related to it:

Storefront Display Large, eye-catching window display

featuring Puma fragrance products.
A mix of fragrance bottles, from sporty
scents to elegant ones.
Visual elements aligning with Puma's

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 dynamic and athletic brand image.

Focal Point A central, elevated display showcasing the

latest Puma fragrance.
Interactive elements such as digital screens
playing Puma fragrance commercials or
virtual scent testers.
Color Scheme Puma's signature colors like black, white,
and vibrant red incorporated into the
display
Lighting Spotlights and LED strips to illuminate the
fragrance bottles and create a sense of
luxury.
Dynamic lighting effects to emphasize the
energy and dynamism of the brand.
Interactive Zones A fragrance testing area with an assortment
of Puma fragrance testers.
Tablets with information on each
fragrance's notes, inspirations, and
recommended occasions for use.
Educational Materials Informational posters and brochures about
the history of Puma fragrances.
Details on Puma's sustainability initiatives in
fragrance production
Live Events Occasional live events or demonstrations
featuring fragrance experts, brand
ambassadors, or fragrance designers.
Engaging customers in fragrance
experiences and product knowledge.
Checkout Area Small Puma fragrance samples near the
checkout counter to encourage last-minute

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 purchases.
Puma-branded shopping bags and gift
wrapping for fragrances.

Comparing Puma's offline brick-and-mortar stores with its online e-

commerce store provides insights into the different shopping experiences
they offer: -

Puma Offline Store Puma Online Store

Physical Presence Convenience
Offline stores have a physical presence,
Online stores offer the convenience of
offering a tangible shopping environment
shopping from anywhere with an internet
where customers can see, touch, and try on
connection, 24/7
products.
Personal Interaction Vast Selection
In-store staff can provide personalized Online stores typically offer a broader range of
assistance, answer questions, and offer styling products and sizes compared to physical stores
advice.
Immediate Gratification Personalization
Customers can make immediate purchases
Online shopping platforms can provide
and leave the store with their chosen items
personalized product recommendations based
on customer preferences and past purchases.
Visual Merchandising Product Information
Physical stores allow for creative visual
Detailed product information, customer
merchandising with in-store displays and
reviews, and size guides help customers make
window showcases.
informed decisions.
Product Testing Sales and Discounts
Customers can try on clothing, shoes, and
Online stores frequently offer exclusive online-
accessories to assess comfort, fit, and style
only sales and discounts.
Returns and Exchanges Delivery Options
Customers can process returns and exchanges Customers can choose delivery options,
in person, making it more convenient including standard, express, or even same-day
delivery in some locations.

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 SWOT ANALYSIS

SWOT Analysis

1. Puma has a very strong brand image and it is one of the world’s
leading sports brands.

2. It produces innovative, high quality, comfortable products for the fastest

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athletes on the planet.
N
3. Puma has entered into partnership with famous companies like Ferrari,
T Strength BMW.
E 4. Puma has entered into sponsorship with various players and team in

R different sector of the sport industry.

N 5. Puma was the official sponsor of the FIFA Football World Cup.

A 6. International celebrities like Usain Bolt, Rihanna, star striker Sergio Agüero
etc represent Puma as brand ambassador.
L
7. It has strong marketing and distribution strategies.

1. Price is one of the major weaknesses of Puma.

2. In case of economic slowdown, it cannot reduce its price product and

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 weakness cannot reduce price as sales promotion to compete with competitors due
to product positioning and pricing strategy.
3. It has huge competition and limited market share.
4. It has less financial strength compared to others big competitors in the
industry.

1. Puma can enter into more sponsorship with international events related
to sports.
2. It can expand its market segment according to the customer’s demand
Opportunity through effective marketing research.

E 3. Puma can attempt to increase efforts toward loyalty programs that will
help them to create strong customer relationship and increase customer
X
base.
T

1. New players in the industry with more financial power and marketing
activities will be a great threat for Puma.
2. Imitation of product is increasing. So, fake or cheap imitation can damage
Threats the brand image.
3. Increasing tax, government restriction, and economic downturns can slow
down the performance of the company.

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PESTEL Analysis of Puma

A PESTEL analysis is a tool used by marketers to analyze and monitor the macro-
environmental (external marketing environment) factors of an organization.

Political Economics

1. Political instability effects the business. 1. Exchange rate fluctuation influence the
Puma tries to expand its market in the business as puma operates its business
political stable country and they in different countries.
become success. 2. Inflation increases the cost of goods
2. Political situation of outsourcing sold.
country affects the business. 3. Higher rate of interest may affect the
3. Puma has to comply with any financial position of puma.
restrictions imposed on users. 4. Economic slowdown or downturn may
4. New tax or tariff imposed by affect the consumers purchase and
government affect the business. decrease the sales of puma.
5. Increasing material price and labor cost
has a great impact on Puma.
Social
Technological

1. Consumers are more health conscious 1. Technological advancement increasing

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 and participation in the sports are ales and enable cost efficiency.
increasing that increase the demands of 2. Up-to-date technology adoption,
sports products. increase the change of products
features and quality.
2. Consumers are aware about CSR 3. Rate of technological obsolescence
3. Increasing market share of female increased due to new technologies.
consumers have positive effect on 4. Innovative and superior products
Puma. increased because of advance
4. Perception and preferences about the technology.
sports products are changing.

Environmental Legal

1. Tackling climate change becomes a 1. There is a risk for the violation of

challenge for organization. employment laws and environmental
2. Attaining the sustainable goals is a great issues.
issue for the company as there remains 2. Tougher business rules may hamper the
a possibility to fail. business activities.
3. May have to reduce energy 3. Trade agreement to safeguard for
consumptions. business operation is important.
4. As the popularity of green products 4. Risk of contract manufacturers copying
increased, Puma may have to adopt of product (Intellectual property rights)
more waste disposal, recycle and reuse is a great concern.
policy.

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 Market Segmentation of Puma

A market segment consists of a group of customers who share a similar set of needs and
wants. Marketing segmentation is to divide the customer base in cluster groups with
different needs and behaviours in order to create different and appropriate marketing
proposition.

Puma segment its market based on geographic, demographic, psychographic behavioural

factors.

Geographic Segmentation

 Geographic segmentation divides the market based on nations, states, country, and
regions. Cities etc.
 Regions covered by puma: EMEA (Europe, Middle East and Africa), Americas (North and
Latin America) and Asia/Pacific.

Demographic Segmentation

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  Variables like age, family size, gender, income, generation, social class, occupation,
education, religion etc are considered in case of demographic segmentation.

 Puma’s demographic bases:

 Puma’s demographic bases:

 Age: Kids, young, middle age (10-30 years)
 Gender: Male, Female.
 Income: Upper middle, High
 Occupation: Mainly Sportsperson

Psychographic Segmentation

 In psychographic segmentation buyers are divided into group based on personality, life
style, values.

 Bases of puma:
 Lifestyle: Sports-oriented, Outdoor-oriented
 Personality: Energetic, ambitious.
 Main bases of Puma on VALs Framework:
 INNOVATORS: Successful, active
 ACHIEVERS: Successful, goal oriented
 Experiencers: Young, variety and excitement seeker

Behavioural Segmentation

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 Here, Marketers divide the groups on the basis of their knowledge, attitude, use of, or
response to a product.
 Puma’s Bases:
 Benefit: Quality, performance, comfort
 Loyalty Status: Sports persons are highly loyal toward the brand
 Attitude towards the products: Majority of the customers have positive attitude towards
the product.

MYNTRA

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Myntra is country's largest online fashion retailer. Myntra merged with its largest
competitor Jabong in 2016 and the combined entity now holds 45% of market share in this
segment of the e-commerce industry. It was founded in February 2007 by a group of IIT and
IIM graduates and has headquarters in Bangalore. It was acquired by India’s largest e-tailer
Flipkart in 2014. Myntra offers a wide variety of branded fashion products online with
amazing discounts.

It has also launched many in-house Myntra Original brands which bring huge margins to
company’s income statement. It is slated to be India’s first e-commerce startup to go
profitable in the year 2017-18.

Myntra Marketing Strategy & Marketing Mix

(4Ps)

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Myntra Product Strategy:

The product strategy and mix in Myntra marketing strategy can be explained as follows:

Myntra is an online retailer of branded apparel and products which sells online through its
website and apps. What started off as a platform for personalisation of gift items, today has
grown into an e-commerce fashion stop with more than 2000 international and domestic
brands on its product catalogue. Myntra as a product offering in its marketing mix offers a
platform for buyers and sellers. Myntra also provides various add-on online shopping
services like free home delivery, easy exchange and returns and cash on delivery. Myntra
has recently launched a new service wherein the user can try clothes before buying them.

Apart from providing e-tailing services and selling products for other brands online, Myntra
also has a varied line of in-house branded products. With brands like Roadster in jeans and
casual wear, Anouk in women ethnic wear and Dress berry in women western wear
segment, the company is making fashion accessible to youth at affordable prices and
fulfilling its key service proposition of “Convenient shopping experience at an affordable
price”. Myntra also collaborates with celebrities to come up with fashion labels inspired by
them, for e.g., Deepika Padukone’s All About You in women ethnic and western wear and
Hritik Roshan’s HRX in sportswear.

Myntra Price/Pricing Strategy:

Below is the pricing strategy in Myntra marketing strategy:

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Myntra is present in an extremely competitive environment and hence has focuses on
competitive pricing. Although Myntra sells branded products, it follows a heavily discounted
pricing model.

The discounting is done to attract more customers and create a loyal userbase. Myntra also
organises shopping festivals named End of Reason Sales in which goods are sold at 60-80%
discounted price. This discounted model has been augmented by tech-led pricing in recent
years using Myntra’s in-house software and algorithms. This pricing model dynamically
prices the products based on various data from the usage pattern and search history of
customer and hence, is known as dynamic pricing model. The pricing of in-house labels is
done competitively, still it costs the consumer around 20-25% cheaper. Moreover, Myntra
Original brands give a margin of 60% to the company, as compared to 35-40% offered by
third party brands.

Myntra Place & Distribution Strategy:

Following is the distribution strategy in the Myntra marketing mix:

Myntra is an online marketplace, so the customers make buying decisions after interaction
with the app or website. Every detail of each product is mentioned in a structured catalogue
which is easily accessible to the user. Once the customer decides and pays online, an order
is placed. The order processing starts and the nearest warehouse to the customer is located,
after which the product is packed and dispatched to the customer via Myntra logistics.
Customers can even opt to pay cash on delivery. Myntra has recently started using geo-
tagging technology so that it can locate and access the inventories of 10 of its partner
brands from their warehouses.

Myntra is planning to reduce both shipping cost and time by using this technology and
dispatch products to customers from the nearest possible location.

Myntra Promotion & Advertising Strategy:

The promotional and advertising strategy in the Myntra marketing strategy is as follows:

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Myntra uses both traditional and digital medial to promote itself in its promotional activities
in its marketing mix. From full page End of Reason Sale ads in newspapers to celebrities
doing their Diwali shopping on Myntra in the TV commercials, it has leveraged the
traditional channels in a creative and effective way. On digital front, the company is leaving
no stone unturned and uses latest technologies like AdSense to give customised marketing
to the consumer. Social media platforms like Facebook, Instagram, Pinterest and Twitter
play a very vital role in Myntra’s promotion strategies. The importance of social media in
Myntra’s marketing strategy is reflected by the fact that it joined Facebook in back in 2007
when it was founded and has more than millions of followers now. Apart from this, the
company also keeps launching various promotional offers regularly on its website.
Customers are sent promotional emails and notified through customised in-app notifications
about the exclusive offers they can avail on Myntra.

People

Myntra, being an ecommerce services company, has a strong people policy. Online shopping
portal is a relatively low contact service but that does not diminish the importance of
Myntra’s workforce at all. The employees are a big part of delivering its promise of excellent
and on-time service to its customers. Myntra is a young company which is in growing phase,
therefore talent retention and acquisition is a major challenge for it. Myntra clearly states
its employment policies on website and looks for high achieving individuals with passion,
energy and drive to learn and excel. It follows fun at work philosophy and tries to make the
work environment exciting for employees. Myntra has also won Trendsetting Workplace
Award for its high-end mall like workplace having live video ramps, gaming zones, comic con
and much more. It also gives highly competitive pay package to its employees in order to
decrease attrition rate and retain talent.

Physical Evidence:

Myntra’s service excellence is extremely well known and trusted across the nation. It is most
famous among young females. Its happy and loyal customer base is the biggest physical
evidence of its service. As of December 2016, Myntra had a monthly userbase of 13 million.

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Even the service design is such that customers can easily put their faith in the company.
Free shipping, cash on delivery and 30-days return policy with no questions asked help
foster good relations with the customer and prove that the services of Myntra are 100%
trustworthy. The success of this strategy is reflected in the fact that the return rate of
fashion products on Myntra is approximately 20%. This shows that the return procedures
are so easy and trustworthy that even after returning, almost all the customers come back
to shop on Myntra.

Process

The process of Myntra is at the core of its success so far. From shopping, to payment, to
delivery, everything is a well-defined and structured process which makes it easier to
identify the fail points and be ready for remedial action if required. Once the order is placed,
advanced technologies like geo-tagging are used to locate the nearest warehouse to the
customer and then order is shipped through in-house Myntra logistics. Meanwhile, all of this
process is made transparent and visible to the customer as he can access the tracking
information of his shipment on his phone and know exactly when and where his package is.
Operations is the heart of any e-commerce business and Myntra is a pioneer in merging
technology into it to achieve new levels of excellence. Hence, this concludes the marketing
mix of Myntra.

Marketing Campaigns

Myntra uses every available media to promote its online marketplace in terms of
advertisements. Myntra tries everything, whether it’s a television commercial with well-
known celebrities or newspaper ads for a forthcoming sale.

‘Ab Har koi reason chalega’

 In June 2022, Myntra launched a multichannel marketing effort to interact with 250
million consumers nationwide.

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 Hrithik Roshan, Kiara Advani, and Siddhant Chaturvedi are just a few of the Bollywood
celebs and influencers who plan to generate buzz about the most anticipated fashion
carnival among their enormous fan bases and viewers.
 For the EORS commercial videos, Myntra used a conceptual strategy that was merged
with a light-hearted medley to represent the importance and nature of the enjoyable
occasion. The company also released two master films featuring Hrithik Roshan, Kiara
Advani, and Siddhant Chaturvedi.
 With a 15-second edit with Hrithik and Kiara and another with Hrithik and Siddhant, the
movies will also pair up famous people for the first time.

‘End of reason sale’

Prior to the 15th edition of its signature End of Reason Sale, or EORS, which will take place
between December 18 and 23, Myntra has started a marketing campaign. “Ab Har Koi
Reason Chalega!” is the catchphrase for the advertising campaign.
The phrase aims to capture the magnitude of the event while enjoining shoppers to make
purchases for only the silliest of motives.
A new group of celebrity ambassadors for Myntra, including Hrithik, Dulquer, Simbu, Vijay,
Kiara, Disha, and Samantha, will debut 15-second commercials.

Digital Marketing Strategies

Myntra is active on social media like Instagram, LinkedIn, Facebook, Twitter, and YouTube.
 Instagram – 3.1M
 Facebook – 5.5M
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 LinkedIn – 1M
 Twitter – 687.9K
 YouTube – 13.2L
Myntra is most followed and active on Facebook and then on Instagram.
Along with a few posts about the unveiling of a new product, the posts primarily contain
promotional and instructive content.

Top 5 Competitors of Myntra

 Flipkart is an Indian e-commerce company that was founded in 2007. Flipkart is one of
the largest e-commerce companies in India, and it offers a wide range of products,
including fashion, electronics, home & kitchen, and more.
 Amazon: It is one of the largest e-commerce companies in the world, and it offers a wide
range of products, including fashion, electronics, home & kitchen, and more.
 Ajio is an Indian e-commerce company that was founded in 2016. Ajio is a fashion-
focused e-commerce company that offers a wide range of clothing, footwear, and
accessories for men, women, and children.
 Shop Clues: It is a marketplace that allows sellers to list their products for sale. Shop
Clues offers a wide range of products, including fashion, electronics, home & kitchen,
and more.
 Snapdeal is an Indian e-commerce company that was founded in 2010. Snapdeal is a
marketplace that allows sellers to list their products for sale. Snapdeal is known for its
competitive prices and its large selection of products.

COMMUNICATION STRATEGY
Myntra, an Indian e-commerce platform, has a well-defined communication strategy that
encompasses various channels and tactics to connect with its customers. These include
email marketing, social media, influencer partnerships, and targeted advertising campaigns.
Myntra's communication strategy focuses on building brand awareness, driving sales, and
creating a seamless customer experience through personalized communication.

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SWOT ANALYSIS

Strengths
 Diverse Product Range: Myntra boasts an extensive collection of clothing, footwear,
accessories, and beauty products, catering to a wide range of fashion preferences and
styles. This diverse offering attracts a broad customer base.

 Strong Brand Affiliation: The platform has formed strategic partnerships with numerous
well-known fashion brands, both national and international. These affiliations enhance
Myntra’s credibility and offer customers access to a wide variety of high-quality
products.

 Fashion Trendsetter: Myntra often introduces and promotes the latest fashion trends,
making it a trendsetter in the industry. This helps the platform attract fashion-conscious
customers who seek the latest styles.

 User-Friendly Interface: Myntra’s user-friendly website and app interface enhance the
shopping experience. Features like personalized recommendations, virtual try-on, and
easy navigation contribute to customer engagement and loyalty.

 Innovative Marketing Campaigns: The platform has been known for its innovative and
attention-grabbing marketing campaigns. This enables Myntra to maintain a strong
presence in the minds of consumers and stay ahead of competitors.

Weaknesses
 Intense Competition: The fashion e-commerce landscape in India is fiercely competitive,
with players like Amazon Fashion and Flipkart Fashion vying for market share. This
competition can lead to price wars and reduced profit margins.

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 Dependence on Discounts: Similar to other e-commerce platforms, Myntra often relies
on heavy discounts and sales to attract customers. While this strategy drives sales, it can
impact the company’s profitability in the long run.

 Returns and Quality Control: The nature of online fashion retailing involves challenges
related to returns due to sizing discrepancies or product quality issues. Myntra needs to
continuously address these concerns to maintain customer satisfaction.

 Counterfeit and Imitation Products: Ensuring the authenticity of branded products and
eliminating counterfeit or imitation items from the platform is an ongoing challenge that
can affect customer trust.

 Limited Offline Presence: While Myntra primarily operates as an online platform, a

limited offline presence can limit its reach and engagement with customers who prefer
in-store shopping experiences.

Opportunities
1. Private Labels: Developing and promoting Myntra’s range of private-label fashion
products can not only increase profit margins but also establish the platform as a unique
destination for exclusive fashion items.

2. Technology Integration: Continued integration of technology, such as augmented reality

(AR) for virtual try-ons or AI-driven style recommendations, can enhance the customer
experience and set Myntra apart from competitors.

3. Sustainable Fashion: As sustainability gains importance in the fashion industry, Myntra

can tap into the growing demand for eco-friendly and ethical fashion products, appealing
to socially conscious consumers.

4. Regional and Rural Expansion: Expanding reach beyond urban areas and catering to
regional and rural markets can open up new customer segments for Myntra. Localized
offerings and language options can facilitate this expansion.

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5. Celebrity Collaborations: Partnering with celebrities and influencers for exclusive
collections or endorsements can increase brand visibility and attract a wider audience of
fans and followers.

Threats
1. Regulatory Challenges: E-commerce platforms, including Myntra, are subject to evolving
regulatory norms, including foreign direct investment (FDI) regulations and consumer
protection laws. Adhering to these regulations is crucial for sustained operations.

2. Changing Fashion Preferences: Fashion trends are notoriously volatile, and consumer
preferences can change rapidly. Myntra needs to stay attuned to these shifts and ensure
its offerings remain relevant.

3. Economic Fluctuations: Economic downturns can impact consumer spending on

discretionary items like fashion products. Myntra’s performance may be affected during
such periods.

4. Data Privacy Concerns: As an online platform, Myntra collects customer data for
personalized experiences. However, data breaches or privacy concerns can erode
customer trust and impact the company’s reputation.

5. Global Competitors: International fashion e-commerce giants can enter the Indian
market and pose a significant threat to Myntra’s market share. Adaptation and
differentiation are essential to fend off such competition.

VISIUAL MERCHENDISING

Visual Merchandising (VM) at Myntra, an online fashion retailer, is a digital endeavour since
it's an e-commerce platform. The primary focus is on creating an engaging and user-friendly
online shopping experience. Here are some key aspects of VM for Myntra:

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Digital Storefront The homepage serves as the digital
storefront, featuring visually appealing
graphics and banners promoting current
sales and collections.

Highlighted banners for special occasions or

holidays, such as festive collections during
Diwali or Valentine's Day promotions.

Product Arrangement Products are organized in categories and

subcategories, making it easy for customers
to navigate.

Featured collections and new arrivals are

highlighted on the homepage and within
relevant categories.

Personalization Utilizes user data and preferences to display

personalized product recommendations.

Suggests products based on the user's past

interactions and purchase history.

High-Quality Imagery High-resolution images and 360-degree

views of products.

Zoom features that allow customers to view

products in detail.

Filter and Search Options Robust filter options for refining search
results by size, color, brand, and more.

A powerful search engine to help customers

find products quickly.

Seasonal Themes and Campaigns Changes in the website's look and feel to
match the season or ongoing campaigns.

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 For instance, a winter theme during the
holiday season or monsoon-themed
campaigns during the rainy season.

REFERENCES

1. Xaif (n.d.). Exclusive Marketing Strategy of Myntra - 2023 - IIDE. [online] Available at:
https://iide.co/case-studies/marketing-strategy-of-myntra/.
2. ‌alpha (2020). 7Ps Of Marketing Mix: Explained Well With Examples. [online] Case Reads.
Available at: https://casereads.com/7ps-of-marketing-mix-explained-well-with-
examples/
3. ‌Zigu (n.d.). Myntra Marketing Mix (4Ps) | Myntra Marketing Strategy. [online] MBA
Skool-Study.Learn.Share. Share. Available at: https://www.mbaskool.com/marketing-
mix/services/17246-myntra.html.
4. build. (n.d.). Myntra Marketing Strategy: Elevation of Online Fashion Experience in India.
[online] Available at: https://buildd.co/marketing/myntra-marketing-strategy.
5. Startup Talky. (2023). PUMA’s Engaging and Innovative Marketing Strategies. [online]
Available at: https://startuptalky.com/marketing-strategies-of-puma/#Puma
%20%E2%80%93%20Marketing%20Mix [Accessed 30 Oct. 2023].
6. ‌Shastri, A. (2021). Comprehensive Marketing Mix of Puma - 2022 Update | IIDE. [online]
IIDE. Available at: https://iide.co/case-studies/marketing-mix-of-puma/\
7. TBH, T. (2023). Marketing Strategies and Marketing Mix of PUMA. [online] The Brand
Hopper. Available at: https://thebrandhopper.com/2023/08/01/marketing-strategies-
and-marketing-mix-of-puma/.
8. Kashyap, S. (2022). Why is Myntra such a superior product? A deep dive into India’s
largest fashion app. [online] Medium. Available at:

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 https://medium.com/@shreyakashyap/why-is-myntra-such-a-superior-product-a-deep-
dive-into-indias-largest-fashion-app-55fd4aea0857.
9. Startup Talky. (2021). Myntra - A Well-known Brand in Indian Online Fashion
Industry. [online] Available at: https://startuptalky.com/myntra-online-
fashion-store/.

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