AMAZON vs.

FLIPKART
A game of perceptions

Group 6
Aishwarya Ravee | Anit Maharana | Apeksha Singh | Avishek Kolay | Ishan
Roy | Nikhil Khandelwal | Prerna Daga | Rahul Sarda

GROWTH

THE INDUSTRY

EVOLUTION

1991: Birth of
Ecommerce
2002: IRCTCs online
booking
2003: Airline ticket
booking
CAGR 34%

2007:
$50-60Flipkart
bn. market by
2020
2014 - 243 mn.
internet users, 28
mn. buyers

COD forms 80% of payments

Direct imports is a major component of online
sales
E-commerce comprises 6.5% of total retail sales
- Broadband and 3G penetration triggering
growth
Models Marketplaces, Inventory-based, Affiliate

COMPARISON
Parent company
Amazon.com founded by Jeff
Bezos in 1994
Amazon India marketplace
launched in June 2013
Website Alexa Rank 110
Indian Rank 7
95.8% visitors from India

AUDIENCE
DEMOGRAPHICS

Founded in 2007 bySachin

BansalandBinny Bansal; Headquartered
in Bangalore
Website Alexa Rank 92 Indian Rank 6
96.3% visitors from India

SURVEY
I associate Amazon with better service quality; Flipkart gives me lower prices MBA Student
I use Amazon to buy books and use Flipkart to buy electronic products Working professional
Flipkart gives me the best prices, I dont trust amazon that much Housewife
Amazon is faster in terms of delivery College Student
I prefer Flipkart because of its lower prices and discounts High-School Student
I like Flipkarts First as it gives me delivery in a day Working Professional
I live in a town, Amazon doesnt deliver here, I have no problems with Flipkart Housewife
I prefer Amazon as it gives me a wider variety for a category I am looking for Teenager

METHODOLOGY
Identify attributes
having highest
frequencies in the user
data

Data collection from

Twitter, Trackur

Comprehend
peoples
perceptions
about the brands

Run a sentiment
analysis for
attributes with
high lifts

Visualize using
NodeXL

Measure lift rates of the

top attributes with the
brands

DATA CLEANING

Data Collected A total of 4693 comments, posts, tweets, mentions, blogs

Top Attributes

All Keywords

Book
Fashion
Electronics
Smartphone
Sport
Entertainment
Freebie
Discount
Kids
Men
Female
Price
Delivery
Launch
Service
Drone
App
Website
Cricket

Classification

Categories
Customer Offer
Segments
Strategy

FLIPKART vs.
AMAZON
Closeness to brand
based on Lift values

Cricket
Price
App
Smartpho
ne

Discou
nt
Websit
e

Fashio
n

Sport
Deliver
y

Entertainm
ent
Book
s

Launch
Drone

Service

Freebie
s

ASSOCIATION
VISUALIZATION

SENTIMENTS
APP PRICE
Lift = 1.5
DISCOUNT

DELIVERY
SERVICE

BOOKS

FREEBIES

SERVICE
DELIVERY
PRICE

BOOKS

Lift = 1.5

TAKEAWAYS
Fashion is having an almost equal association with Amazon and
Flipkart

People love the delivery services of Flipkart; Amazon needs to have a

wider reach

Books which were a niche of Flipkart are now associated more with
Amazon

Flipkart is a leader when it comes to price and the variety of

smartphones

TAKEAWAYS
Mobile App is having an high association with Flipkart and seems
good idea

Amazon is giving lot of freebies in terms of gift cards and contests

Flipkart seemed to have created a lot of buzz due to IPL

Number of launches, service, delivery are very highly associated with

Amazon