MYNTRA

Assignment No. 1
By Group 4-
Joanna Grace- F20092
Simran Gupta- F20116
Greeshma Merin Matthew– F20140
Rishabh Bisani- F20161
BRAND LOGO

ELEMENTS

“Ramp it up
India’s Largest Online
Fashion Store”
 • Being India's largest e-commerce store
for fashion and lifestyle products, Myntra
endeavors at providing a hassle-free and
pleasant shopping experience to customers
across the nation with the widest variety of
brands and products on Myntra App.

TYPE OF • Myntra is a one-stop-shop for all fashion

and lifestyle essentials.
BRAND
 Unable to handle the increase in the
volume of call traffic

Mass reach-out was becoming

difficult due to technical glitches

BRANDING Low business productivity

CHALLENGES
OF MYNTRA Deteriorating levels of customer
satisfaction
BRAND EQUITY

More than 1.5 lakh items Discount Coupons are There is no need to fight
Finance/Records are
from over 1000 available in a variety of your way through the
simple to organize.
companies are available. payment options. crowd.

More Choice of Brands

It can serve 90,000+ sites
offers excellent value to
thanks to an efficient
its clients, which is the
supply chain and delivery
foundation of their
capability.
growing reputation.
MARKET SEGMENT BEING TARGETED

Fashion conscious Medium income Young online shoppers

BRAND MANTRA

Revamp, reinvent and diversify. 

POINTS OF PARITY & POINTS OF DIFFERENCE

Myntra Amazon
Points of difference • Targets fashion enthusiasts • Low prices
• High social media presence • Global brand
• Easy to use app • Focuses on Niche strategy
• Product differentiation through • Cost leadership
customization

Points of parity • Top online retail brands in India

• Diverse products
CELEBRITY ENDORSEMENT

Myntra has signed up Hrithik Roshan, Vijay Deverakonda and Dulquer Salmaan as its newest
brand ambassadors, alongside the existing celebrity ambassadors, Kiara Advani, and Samantha
Akkineni, to emphasize its hold on the Indian fashion sphere.
CORE BRANDING ASSOCIATIONS

Convenience Wide selection

Fashion-hub
of delivery of products

Excellent
shopping Innovation
Experience
 MENTAL
MAP

Personalized
Gamification
products

Private fashion
Labels End of Reason
sale

No-hassle Best customer

returns service
BRAND TRACKING STUDIES

Improvement in Invests heavily in

Increase in Organic
ROI via organic Data Science and
clicks by 114.97%,
channel (SEO) by ML to handle 20k
data by Infidigit. orders per minute.
122.74%.

Revenue up by
50 million visitors
58% to Rs. 1719
for “End of Reason
crores as of FY
Sale” in June 2021.
2020.
BRAND PERSONALITY

Fashionable Reliable Trendy Creative Affordable

BRAND LOYALTY

• Myntra launched Brand Loyalty Program “Myntra Insider” in 2018. It is a comprehensive

package, designed to strengthen engagement with its users to drive stickiness on the platform.
• “Myntra Birthday Bash Offer” wherein customers can get an instant discount of 10% on the
ICICI Banks credit and debit Card during the Offer.
• Myntra provides special discounts, targeted marketing & newsletters, free delivery, scheduled
delivery and subscription based services to its customers.
 Brand Ambassador-Myntra has signed Kiara
Advani and Disha Patani, and Samantha
Akkineni as its brand ambassadors.

Affiliate marketing-The bloggers join the

affiliate program and post reviews of Myntra
products and services, and with referrals.
MARKETING
COMMUNICATIO E-mail marketing-Myntra notifies the customers
about a sale, discount, or offers on specific
N brands.

Sponsorships and Partnerships-Sponsors India’s

most loved crick event, Indian Premier League’s
Chennai Superkings team.
TYPES OF AD MEDIA USED
Social Media- Collaboration with
various content creators,
celebrities, fashion bloggers, and
bloggers on social media
platforms.
SMS Method-Myntra’s SMS Television commercials-Ad Billboard Advertising- For offline
marketing in two words is “Short campaigns in regional languages to visibility, Myntra uses the
and Sweet.” like “It’s on the house! pitch audiences from different conventional strategy of advertising.
Buy 1, get 2 Free.” regions.