MYNTRA

 Myntra was founded by Mukesh Bansal, Ashutosh Lawania, and Vineet Saxena
back in 2007. It is one of the largest fashion e-commerce stores in India that deals
with a wide range of fashion and lifestyle products for men, women, and kids. It sells
high-quality clothes, branded footwear, bags and backpacks, beauty and personal care
products, home and living accessories, and more.

 The parent organization of Myntra is Flipkart. It is an Indian online shopping

website that brings premium brands under its umbrella and provides its consumers
with the most effortless shopping experience.
ABOUT  Myntra initially started selling on-demand personalized gift items and focused to

MYNTRA serve the B2B model during its initial years. Myntra established its website, which
offered its customers a range of personalized products like T-shirts, mugs, mousepads,
and others between 2007 and 2010. The company gradually started cementing its
position in fashion and lifestyle and expanded from selling only personalized products
to businesses to serving other individuals.

 Myntra's mission and vision are to provide "a hassle-free and enjoyable shopping
experience to shoppers across the country with the widest range of brands and
products on its portal."
 MYNTRA CUSTOMER JOURNEY MAP

Research: Visits Post-Purchase:

the Myntra website Receives order
Initial Awareness: or app to explore Consideration: confirmation and
Customer becomes the range of Adds items to the Decision/ tracking
aware of Myntra products available. shopping cart to Purchase: Initiates information. Waits
through online ads, Utilizes search and consider options. the purchase by for the delivery and
social media, or filtering options to Compares prices, adding selected may track the
word of mouth. narrow down discounts, and items to the shipment. Receives
Engages with preferences. Reads promotions. shopping cart. the purchased items
initial marketing product Explores additional Goes through the and may provide
content, such as descriptions, features like size checkout process, feedback through
promotional reviews, and guides and styling providing reviews.
emails or ratings. tips. necessary details.
sponsored posts.
Chooses a
payment method
and completes the
transaction.
 TOUCHPOINTS OF CUSTOMER INTERACTION
1) CONTENT MARKETING STRATEGY : A KEY TO ENGAGEMENT
Myntra maintains an active blog covering a wide array of fashion-related topics. The blog features original content, as
well as curated content from multiple sources, broadening its appeal to diverse audience segments. New posts are
published several times a week, keeping the audience engaged and updated.
In addition to the blog, Myntra frequently shares links to new blog posts on its social media platforms, ensuring its
audience is always informed about the latest content. This strategy has been instrumental in establishing Myntra as a
reliable source of fashion trends and advice.
Myntra's Studio is more than just a platform - it's a community of style enthusiasts who share tips, inspiration, and fun
fashion games. Plus, it makes it super easy for customers to shop for their favourite looks. Customers can also follow their
preferred topics and save posts to view later.
2) SOCIAL MEDIA MARKETING
STRATEGY : BUILDING A
COMMUNITY
Myntra social media strategy involves
maintaining an active presence on all major
platforms, including Facebook, Twitter, and
Instagram. It uses these platforms to share
links to new blog posts, announce sales and
discounts, and promote new products.
Myntra also runs social media campaigns
from time to time, such as the
#Beunskippable, End of the Reason Sale
#MyntraxHrx #Fitness campaign on
Facebook, which encourages customers to
shop for HRX fitness gear at discounted
prices.
 TOUCHPOINTS OF CUSTOMER INTERACTION
3) SEARCH ENGINE OPTIMIZATION (SEO) STRATEGY : CLIMBING THE RANKS
Myntra employs SEO strategies to ensure its website ranks high in search results for relevant keywords. This involves
using relevant keywords and phrases in site content, tags, and descriptions for each page. Myntra also has numerous
backlinks from high-quality websites, further enhancing its SEO ranking.
 TOUCHPOINTS OF CUSTOMER INTERACTION
4) PAID ADVERTISING STRATEGY : EXPANDING REACH
Myntra utilizes paid advertising to promote its website and
products. It uses various strategies, including pay-per-click
(PPC) advertising, display advertising, and retargeting. Myntra
also employs ad extensions, such as product listings, to make its
ads more relevant and informative for potential customers. By
combining paid and organic strategies, Myntra effectively
reaches a wide audience and promotes its brand.
5) EMAIL MARKETING STRATEGY : DIRECT
COMMUNICATION
Myntra uses email marketing to stay connected with its
customers and announce new sales and discounts. It employs a
variety of email templates, such as abandoned cart emails, to
encourage customers to complete their purchases. Myntra also
sends out regular newsletters, providing customers with
information on new product releases, upcoming sales, and
exclusive discounts.
 TOUCHPOINTS OF CUSTOMER INTERACTION
6) AFFILIATE MARKETING STRATEGY :
LEVERAGING PARTNERSHIPS
Myntra leverages affiliate marketing to promote its
website and products. It has a wide range of affiliate
partners, including popular bloggers and influencers.
Myntra offers various affiliate programs, such as the
Myntra Partner Program, which provides commissions
for sales generated from referrals.
ASSESSING MYNTRA’S TOUCHPOINT EFFECTIVENESS
1) CONTENT MARKETING STRATEGY : A KEY TO ENGAGEMENT

Myntra’s active blog and studio strategy has helped make the Myntra blog one of India’s most popular fashion
blogs by ensuring that their target audience is always aware of the latest content, engaging with the Myntra
Brand. Myntra encourages its customers to share photos of themselves wearing latest myntra clothes and
accessories. This user generated content is then shared across myntra’s social media channels, reaching a wider
audience and helps build trust and credibility with potential customers.
PERFORMANCE SCALE :

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2) SOCIAL MEDIA MARKETING STRATEGY : BUILDING A COMMUNITY
Myntra focuses on creating visually appealing content. Myntra’s social media posts are packed with full of high-
quality images and videos and ideas, this helps capture user’s attention and ensure that their content stands out
in a crowded feed. Hrithik Roshan’s campaign encouraged users to shop the best of HRX fitness gear at
amazing discounts and prepare to become the best version of themselves being features on the myntra website.
Such campaigns help create a sense of community around the myntra brand and serve as a source of user-
generated experience.
PERFORMANCE SCALE :

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3) SEARCH ENGINE OPTIMIZATION (SEO) STRATEGY : CLIMBING THE RANKS

A large part of myntra’s success is it’s strong SEO strategy. Myntra gets 43.8M organic traffic each month. They
rank for over 2.6M keywords. Out of these, for 150 thousand plus keywords, Myntra ranks at the first position.
99% of these keywords are non-branded. This means that people are not directly searching for Myntra. Finally,
it has over 19.9M backlinks and a DR of 79. It has a very strong focus on keyword researched, they have a
dedicated team that constantly works on finding the right keywords to target. This has helped them gain a large
share of organic traffic. Myntra has a clean and user friendly website design that makes it easy to browse and
find the products you are looking for. The website is also well organized, with different sections for different
types of products. Myntra offers many features that make it a great shopping experience. For example, you can
filter products by price, discounts, brand, size and more. By investing in keyword research, website optimization
PERFORMANCE SCALE :

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4) PAID ADVERTISING STRATEGY : EXPANDING REACH

When it comes to advertisements, Myntra does not leave out any channel to advertise their online shopping
platform. Be it newspaper ads for an upcoming sale or a television commercial featuring popular celebrities,
Myntra tries everything. Myntra’s television commercials are dubbed in regional languages to pitch audiences
from different regions. One of its ad campaigns titled “UnSkippable” was launched in Tamil, Telugu,
Kannada, and Hindi. For offline visibility, Myntra uses the conventional strategy of advertising on
billboards. So it demonstrates they are advertising everywhere, be it offline or online.
PERFORMANCE SCALE :

1 2 3 4 5
5) EMAIL MARKETING STRATEGY : DIRECT COMMUNICATION

Myntra’s communication team is constant with their customer queries, email marketing is the most effective
ways to reach out to it’s customer base. Myntra’s email marketing strategies are based on
 PERSONALIZATION
 RELEVANCE
 TIMINGS
Myntra’s email marketing strategy helps to understand how important it is to personalize the relevance and
timeliness of their email marketing strategies.

PERFORMANCE SCALE:

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6) AFFILIATE MARKETING STRATEGY : LEVERAGING PARTNERSHIPS

Myntra has harnessed the power of influencer marketing to boost brand awareness and engagement. With this
affiliate program, Myntra attracts on its shopping platform. Affiliates post on their website, write blogs, give
product reviews and testimonials on their products, and the audience that views such reviews tends to purchase
from Myntra. It is a win-win for affiliates and Myntra because affiliates can get a commission for their reviews,
and Myntra attracts more customers. It has collaborated with popular Indian personalities to create fashion-
related videos, exposing Myntra to a larger audience and enhancing brand credibility. In addition to working
with influencers with large followings, Myntra also partners with micro-influencers, those with 10k to 50k
followers on Instagram. This strategy allows Myntra to reach a broader audience, including niche markets that
larger influencers may not cater to. Myntra has even launched a digital reality show, “Myntra Fashion
Superstar,” to discover fashion influencers on its platform. The show, featuring celebrity judges like Sushmita
Sen, Sonakshi Sinha and Manish Malhotra, is a unique initiative that broadens Myntra influencer network and
engages audiences in a novel and exciting way.
PERFORMANCE SCALE :

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RECOMMENDATIONS FOR
OPTIMIZATION
(SOCIAL MEDIA TOUCHPOINT)
MYNTRA AND IT’S ONLINE WORLD
Myntra is one of India's leading platforms for fashion brands and in e-commerce play. An integral part of the
FlipKart Group, Myntra brings together technology and fashion to create the best experience in the fashion and
lifestyle space in India. Myntra platform offers a wide range of over 6000+ leading fashion and lifestyle brands in
the country such as H&M, Levis, U.S. Polo Assn., Tommy Hilfiger, Louis Philippe, Jack & Jones, MANGO,
Forever 21, Marks & Spencer, W, Biba, Nike, Puma, Crocs, M.A.C, and Fossil and many more. Myntra services
over 19,000 pin codes across the country.

Myntra's social media strategy ensures that their followers are kept up to date on all the newest fashion trends by
maintaining an active presence on websites like Facebook, Instagram, Twitter, and even Youtube. Myntra's social
media platforms offer a virtual feast of everything stylish and fit, including tempting offers, discount alerts, new
product promotions, and blog links.

Myntra is aware that the ideal marketing strategy for getting people to talk about its brand is to work with some of
the most well-known influencers in the field. As Myntra's promotion strategies, Myntra works with a wide
spectrum of influencers, including A-list celebrities, up-and-coming content creators, and fashion bloggers, to
create captivating content and advertise its products. A majority of the social traffic is coming from its YouTube
channel and YouTube ads - accounting almost 50% of the traffic. Myntra was able to make a huge impact on the
fashion industry by leveraging the strength and reach of influencers.
1) OFFERING HIGH-END 2) DIVERSITY AND INCLUSION 3) 3D TRIAL ON
PRODUCTS
THANK YOU
Ananya Kodethoor
Kishan K M
Bindu V S
Anushree U