Marketing Management Group Project

By Section G – Group 1

1.) Devansh Sharma (230103063)

2.) Aditya Goel (230101009)

3.) Sachin (230103186)

4.) Manik Chauhan (230102047)

5.) Mansi Gupta (230102048)

6.) Rahul Kumar (230101161)

7.) Akshita Malik (230101016)

About the company:

The Flipkart Group stands as a prominent digital commerce conglomerate in India, comprising
various subsidiary companies such as Flipkart, Myntra, Flipkart Wholesale, Flipkart Health+, and
Cleartrip. Since its inception in 2007, Flipkart has played a pivotal role in enabling numerous
sellers, vendors, and small enterprises to participate in India's digital commerce transformation.
With a registered customer base exceeding 450 million, Flipkart's online marketplace offers a
vast selection of over 150 million products spanning more than 80 categories. Emphasizing the
goal of empowering and delighting every Indian through technology and innovation, Flipkart
has not only fostered the creation of numerous jobs within the ecosystem but has also
empowered generations of entrepreneurs and small and medium-sized enterprises (MSMEs).

Objective:
How is Flipkart modifying its marketing strategy to target the Gen-z consumer segment?

About Gen-Z Consumer

o Gen-Z and Social Media

Gen Z is known for spending over eight hours online daily, with about three hours dedicated to
social media. While TikTok is often associated with Gen Z, data shows that Gen Z adults slightly
prefer YouTube (25.7%) over TikTok (25%), with Instagram (20%) coming in third. E-commerce
brands face the challenge of engaging Gen Z with the right content on their preferred
platforms. Given Gen Z's short attention spans and preference for smartphone consumption,
short-form videos like TikTok, Instagram Reels, Stories, and YouTube Shorts resonate most with
this generation. Many major brands, including Sephora, Home Depot, and Levi's, create eye-
catching short videos to connect with Gen Z.

o Gen-Z and Influencer

Gen Z exhibits a lower level of trust in brands compared to millennials, and this inclination may
stem from their early exposure to an abundance of online ads, leading to a natural wariness of
such marketing. Consequently, Gen Z relies more on social media influencers and user-
generated content (UGC) while steering clear of conventional advertisements and celebrity
endorsements. They primarily use platforms like YouTube, Instagram, and TikTok for both
product inspiration and making purchases. To engage Gen Z effectively, e-commerce brands
should encourage the creation of UGC, encompassing activities such as unboxings and reviews.
This can be achieved by organizing brief video contests with incentives.

o Gen-Z and Brand Value

Approximately 45% of Gen Z individuals express a motivation to engage with brands that
project trustworthiness and transparency. This inclination might be attributed to the turbulent
experiences of their youth, marked by events like economic downturns, terrorism, and mass
shootings, which made Gen Z highly aware of the fragility of life and the importance of truth. E-
commerce brands should take away the lesson that their relationship with Gen Z needs to
extend beyond mere transactions. Gen Z is likely to disengage if marketing content comes
across as purely sales-driven. To effectively connect with Gen Z, brands should emphasize their
core values in their content.

E-Commerce Market Analysis-

 The Indian e-commerce industry is projected to evolve into a market dominated by

three major players, mirroring the market structures of the United States and China.
 According to a report from the brokerage firm Bernstein, Flipkart, Amazon, and Reliance
Industries are anticipated to capture approximately 90% of the market share, which is
an increase from the current 70%.
 The report also predicts that the Indian e-commerce market's size will grow to $133
billion by 2025, up from $72 billion in 2022.
 In countries such as India, the level of e-commerce adoption is still in its early stages, in
contrast to markets like China and Korea where e-commerce has already reached nearly
27-30% of the population, according to the report.
  However, the Bernstein report anticipates that e-commerce growth will gain
momentum, driven by companies like Reliance, Amazon, and Flipkart, as well as the
expanding influence of Tier 2 and higher cities.
 Similar to other markets such as the US and China, the report suggests that the e-
commerce sector is likely to consolidate, with the top three players expected to
collectively capture around 90% of the market share.
 A recent report by Bain & Company predicts that the online fashion market is expected
to grow at a 25% compound annual growth rate (CAGR) and reach $35 billion by FY28.
 Gen Z shoppers constitute more than a quarter of Flipkart fashion's customer base at
present.

SWOT Analysis of Flipkart:

Competitive Analysis:

 Flipkart is one of the biggest e-commerce platforms in India and has emerged as a
strong competitor to both domestic and international e-commerce platforms.
 According to a report by Forrester, Flipkart maintained a 45 – 50% market share in
India’s e-commerce business for the last few years.
 Flipkart is extensively dominant in the trade of apparel (a position that
was bolstered by its acquisitions of Myntra and Jabong.com) and was
expressed as being “neck and neck” with Amazon in the scale of
electronics and mobile phones.

Key Marketing Strategies for Gen-Z:

● Focusing on social media: Gen Z is the most social media-savvy generation yet, so
Flipkart is focusing its marketing efforts on the platforms where Gen Z is most active,
such as Instagram, TikTok, and Snapchat. Flipkart is also creating content that is
specifically designed to appeal to Gen Z, such as short videos, memes, and interactive
experiences.

● Partnering with influencers: Gen Z trusts influencers more than traditional advertising,
so Flipkart is partnering with popular Gen Z influencers to promote its products and
services. Flipkart is also giving influencers more creative control over the content they
create, so that it is more authentic and relatable to their followers.

● Creating personalized experiences: Gen Z values personalization, so Flipkart is using data

and analytics to create personalized shopping experiences for each customer. This
includes recommending products based on past purchase history, interests, and
 location. Flipkart is also using artificial intelligence to create personalized product
descriptions and recommendations.

● Offering exclusive deals and discounts: Flipkart is offering exclusive deals and discounts
to Gen Z customers. This includes discounts on popular products and brands, as well as
free shipping and easy returns. Flipkart is also offering Gen Z customers the opportunity
to participate in exclusive events and promotions.

● Promoting social responsibility: Gen Z is passionate about social and environmental

issues, so Flipkart is promoting its social responsibility initiatives to Gen Z customers.
This includes Flipkart's commitment to sustainability, diversity and inclusion, and
women empowerment.

Flipkart's influencer marketing strategies:

Flipkart's influencer marketing strategies have played a significant role in connecting with its
target audience, particularly Gen Z and younger consumers. Here are some comments on the
influencer marketing strategies of Flipkart:

• 1. Effective Targeting of Gen Z: Flipkart's use of influencers resonates well with Gen Z,
who tend to trust and relate to influencers more than traditional advertisements. The
choice of influencers is aligned with the preferences and values of this demographic,
enhancing the effectiveness of their marketing efforts.

• 2. Diverse Influencer Portfolio: Flipkart has collaborated with a wide range of

influencers, including fashion and lifestyle bloggers, tech enthusiasts, and even niche
experts. This diversity allows them to reach various segments of their target audience.

• 3. Authenticity and Credibility: Influencers who partner with Flipkart often come across
as authentic and credible, which is essential for Gen Z. This authenticity helps build trust
and reinforces the perception that the products recommended are genuinely valuable.

• 4. Seamless Integration with Products: Flipkart's influencers seamlessly integrate

products into their content. Instead of hard-selling, they demonstrate how the products
fit into their daily lives, which is a key component of successful influencer marketing.

• 5. Impactful Product Reviews: Influencers often provide honest and detailed reviews of
Flipkart products. This helps potential buyers make informed decisions and fosters a
sense of transparency.

• 6. Monitoring and Measurement: Flipkart likely closely monitors the performance of

influencer marketing campaigns. They would use metrics such as engagement rates,
 click-through rates, and direct sales attribution to measure the impact of these
strategies and make data-driven adjustments.

Social Media Engagement:

Flipkart recently unveiled a captivating and innovative advertising campaign, which caught the
attention of viewers across the nation. In this striking advertisement, money cascaded down
the streets of Mumbai from the rear of a truck, effectively recreating a scene reminiscent of a
popular moment from a Farzi TV show. This remarkable advertising approach underscores
Flipkart's keen ability to harness the latest trends in social media, demonstrating a proactive
effort to engage the younger generation, particularly Gen Z. By emulating scenes that are
currently popular and trending on social media, Flipkart showcases its adaptability and its
commitment to staying at the forefront of consumer engagement.

What makes this campaign even more intriguing is Flipkart's subsequent revelation that the
money was entirely fake and generated by cutting-edge computer technology. This revelation
underscores the company's close alignment with emerging technologies, highlighting its
innovative spirit. It exemplifies how Flipkart is not just a leader in e-commerce but is also
actively working with new and advanced technologies to enhance its marketing strategies. This
campaign demonstrates Flipkart's ability to combine creativity, technology, and a deep
understanding of consumer trends to capture the imagination of the modern Indian consumer.
It's a testament to their commitment to staying ahead in the dynamic world of e-commerce and
digital marketing.
Innovation and Initiatives Analysis:

The e-commerce firm is using artificial intelligence (AI) and machine learning (ML) to
personalise shopping experiences for users on the next gen store and power other features like
virtual try-ons, things that the Gen Z prefer. In fact, new on-app experiences such as Flippi (a
Chat GPT-powered shopping assistant), Vibes (video-led browsing experience) and SPOYL (Gen
Z Fashion experience), saw great traction by Gen Z.

o SPOYL:
Flipkart has launched SPOYL, an app-in-app fashion destination targeting Gen Z
customers. Focusing on value and trend-setting styles, over 40,000 products,
including categories such as western wear, accessories, and footwear targeting
this audience and their aesthetic, will be made available through this brand-new
on-app interface.
o Vibes:
Vibes is a destination where you can follow influencers and know about new
products and launches. This has received a tremendous reception. Consumers
get to hear about the fantastic specs, the new products that are launched and
the deals that are going to be offered during the event season. And, not only
that, some of these deals are being made available so that even before the event
officially starts, they can start buying.
o Flippi:
 Its a CHAT GPT-powered shopping assistant which can tell you about products,
offers, comparisons, and recommendations. It is available through a simple
swipe of the app home screen.

References:

1. https://www.cmswire.com/digital-marketing/why-ecommerce-needs-to-evolve-
for-gen-z/
2. https://economictimes.indiatimes.com/tech/technology/indian-ecommerce-
market-to-be-split-across-flipkart-amazon-and-reliance-bernstein/articleshow/
100508273.cms
3. In-depth Business Model of Flipkart | IIDE
4. https://www.talkwalker.com/blog/flipkart-marketing-strategy
5. 10 years of impact: How Flipkart’s tech innovations have redefined the future of
shopping for every Indian - Hindustan Times
6. https://startup.outlookindia.com/sector/e-commerce/flipkart-launches-new-in-
app-fashion-platform-spoyl-to-target-gen-z-shoppers-news-9145