GROUP ASSIGNMENT

TOPIC: MYNTRA CASE STUDY

(By:-Team 15)

Group Members:-
UM21016_Avinash Swain
UM21081_Ayush Verma
UM21145_B Balaram Patra
UM21273_Debsruti Dasgupta
UM21334_Debasish Panda
INTRODUCTION:- A BRIEF OVERVIEW OF MYNTRA
• India's largest fashion and lifestyle e-commerce brand.
• Headquarters: Bengaluru, Karnataka, India.
• Established in 2007 by Mukesh Bansal, Ashutosh Lawania and Vineet Saxena.
• In 2014 Myntra was acquired by Flipkart.
• Product Segments: apparel, accessories, cosmetics, footwear and more
• USP: Appealing fashion at affordable rates.
• Segment: Mediocre income fashion conscious consumers.
• Target Group: Young online shoppers with medium income.
• Position: Affordable fashion destination.
• Strengthened itself after merger with Flipkart. • Intense competition causing limited
• Retained its Independence even after merger market growth
• Warehouse of 1.5 lakh products with over 1000 brands • Franchise related issue
• Efficient supply chain management • No offline outlets.
• “End of Reason Sale”- a success • Need to upgrade Technology.
• Loyal consumer base • Doesn't have any brand of its own

STRENGTHS WEAKNESSES

SWOT Analysis

OPPORTUNITIES THREATS

• Yet to explore the BPC segment which has a huge market. • Economic slowdown and unfavorable
• Partnership with actors and celebrity designers. govt. policies
• Yet to tap the Wedding market. • Fashion segment being popular may
• Expansion to global market. lead to saturation of its existing product
catalogue.
 Political Factors:
1) Unfavourable
Economic policies by
Govt.
2) Consumer Protection
Environmental Factors: (E-commerce) Rules
1) Has come up with eco- 3) Tense relations with Economic Factors:
friendly fashion. China 1) Sales halt due to
2) Production and COVID-19
packaging processes are 2) Started selling
environment friendly. personal protective items
3) Aims to deliver eco- 3) End of Reason Sale is a
friendly viscose fibre hit.
garments.

PESTLE Analysis

Legal Factors: Social Factors:

1) Lot of legal uncertainty 1) Surge in demand from
after Walmart-Flipkart Tier 2 and Tier 3 cities.
deal. 2) Growth of new online
2) Petition against e- shoppers
commerce alleging deep Technological Factors: 3) Digital focus of
discounting shopping brands
1) Use of new
technologies like data
mining and artificial
intelligence
2) Tapping into consumer
data to leverage its
platform.
 GAP ANALYSIS
1. NO POPULAR BRANDS-
No well known brand in BPC sector as compared to Nykaa which have its own popular
products.

NYKAA

2. NO TRY ON FEATURE-
There is no try on feature unlike that of Nykaa.

3. LIMITED PRODUCT CATALOGUE-

If we look at the catalogue of Myntra the variety of products is very less.
GAP
ANALYSIS
4 CELEBRITY ENDORSEMENT-
The quality of celebrity
endorsement is very less as
compared to Nykaa.
5. COLLABORATION-
There is no well known
collaboration between brands and
Myntra.
6. COST FACTOR-
The cost is more for beauty
products with no such benefit.
 COMPETITIVE ANALYSIS
Myntra Nykaa
Brand India’s biggest brands in One of the most
fashion and lifestyle segment trusted brands in the
but the presence in BPC online BPC Segment
segment is limited with over 30%
market share

Products Myntra offers products from Nykaa sells over

across 550 brands in it’s
beauty segment
1,30,000 products
across 1500 brands
that include various
luxury beauty
brands.
 COMPETITIVE ANALYSIS
Myntra Nykaa
Marketing Myntra’s marketing strategy is mostly Nykaa targets its
Strategy focused on it’s fashion and lifestyle customers on social
segment. media platforms by
There is very little content on it’s social influencer marketing. On
media handles other than promotional its social media handles
posts. the brand also posts the
content created by
influencers where they
try out Nykaa’s products

Offline Myntra currently has no offline stores in It also has 68 offline

presence the BPC segment although it does have outlets.
offline stores in fashion and lifestyle
segments
 Key drivers for shopping of the BPC segment for women in India and most attractive attributes

Trends Key drivers

Cosmetic likeness among women
Likes cosmetics
Doesn't like cosmetics
Cosmetic usage according to age • Major driver is the increase in consciousness about self-care and external beauty
group along with internal beauty.
• Women are more economically independent of making such decisions for
themselves now.
• Change in lifestyle has increased the necessity of being well-groomed, thus,
resulting in an increased demand for BPC products.
• Increase in internet accessibility and social media usage has made people more
aware of such products and their uses.
• Not just women, the demand for BPC products have gone up amongst men also.
below 18 19-23 24-28
29-38 39 above
No. of male beauty influencers have increased a great deal, which has increased
awareness about male beauty as well.

Monthly expenditure on BPC products

50.00%
45.00%
40.00% Attractive attributes
35.00%
30.00%
25.00% • Small sized products are more desirable as they can be carried around in purses.
20.00% • Products containing natural ingredients are gaining popularity over products
15.00%
10.00%
containing harmful chemical ingredients.
5.00% • Brands catering to diverse skin types and skin tones are more attractive now.
0.00%
Upto Rs.700 Rs. 701-1700 Rs. 1701- Rs. 3501- Rs. 7001- above Rs.
• Cruelty-free and sustainable BPC products are preferred.
3500 7000 10,000 10,000

Share of responders
MARKETING STRATEGIES

o Create “exclusive o Marketing o Create Virtual o Partner with various

o Collaborate with
product” range campaigns like Beauty Pageants production houses like
established TVF, TSP etc for
brands in BPC in various Wedding Packages, o Provide
categories of BPC door-to-door sponsorships to endorsements
segment
segment services etc various stage shows o Introduce prominent
o Mergers and
o Develop a o Ad campaigns and o Stage inter-brand beauty pageant winners
partnerships with as brand ambassadors.
start-ups in BPC subsidiary Meme campaigns competitions in BPC
segment specialized in can also be a driving segment o Use social media
BPC force influencers and give-away
strategy during new
product launches

Collaborations Exclusion Campaigns Competitions Influencers

PROMOTIONAL STRATEGIES

Concession
Inventory Feature
s
Try-on feature
Providing Create offline
will be useful
discounts and outlets for
during virtual
coupons on BPC different
shopping
products segments
experience

Invite only
Cashback/Scratc
strategy for new Free trial
h cards upon
arrivals in orders/trial
shopping for BPC
exclusive brands package
products
and products
REFERENCES
• Myntra readies to take on Nykaa in BPC market (www.livemint.com)
• Key trends that are shaping India’s booming beauty market (cosmeticsdesign-asia
.com)
• Cosmetics Market Size, Share, Industry Trends & Analysis 2021-2027 (alliedmarket
research.com)
• P, Ramshida & K, Manikandan. (2014). COSMETICS USAGE AND ITS RELATION TO
SEX, AGE AND MARITAL STATUS. International Journal of Social Science &
Interdisciplinary Research. 3. 46-55.
• India - monthly expenditure on cosmetics and personal care products 2019 | Stati
sta
• Gen Z: What do they look for in personal care | in-cosmetics Connect