Evaluation Of Marketing Mix

Products:-
ZEPTO, MYNTRA, NYAKKA, and MTR Foods

Submitted by: Chetan Bhardwaj

Himanshu Yadav
Mayank Tripathi
Ashish Ranjan
Akriti Roy
Abhay Singh
Khushi Rajvanhshi
Prakash pathak
 Zepto
Product Strategy
• Zepto offers service only through the official application.
At present, it has more than 80 dark stores throughout
the country. Zepto is a pan-India company that started its
operations in April 2021. However, it was founded in
September 2020.
• The primary reason Zepto has a successful business
model in India is that Zepto marketing strategy includes
producing 2500+ goods within 10 minutes.

Place Strategy
• Dark stores might seem a sinister option, but it is a great
idea that helped multiple retail businesses stay afloat
throughout the pandemic.These are micro warehouses
that quickly and accurately fulfil orders.
• According to the founders and shareholders of the Zepto
app, the magic of the dark store model is how they
became the fastest delivery app in India. With the help of
the dark stores, they could pick, pack, and dispatch the
goods within 60 seconds.
Price Strategy
• Another crucial factor for successful business models in
India is to offer free shipping. Zepto offers free shipping.
Even though this USP has got dim compared to the former
one, it still doesn’t charge a delivery fee. On the other hand,
Amazon Fresh & Instacart have delivery fees.
• You must remember that the free service doesn’t mean
costlier products. Yet another USP is that it offers excellent
discounts on its list of products and groceries.

Promotion Strategy
• The idea behind all Zepto’s ad campaigns is that time is an
expensive commodity in India. Therefore, you cannot afford
to waste it. Whether you must board a flight or wait for the
food at a restaurant, we all have experienced stretchable
time. It is where Zepto ad campaigns have stood apart.
• Here are examples of the Zepto marketing strategy ad
campaign where they surprisingly used three famous
singers. Usha Uthup, Shankar Mahadevan & Kailash Kher
are cast in unusual roles where they must stretch time in
their way – thus highlighting the objective of Zepto, which is
on-time delivery.
Benefits of Zepto Business Model
There are a lot of benefits to the Zepto Business Model. In the following section
of the blog, we shall mention a few.
• Better Distribution & Faster Delivery
• Better and Broader Customer Reach
• Contactless Shopping
• Better Inventory Control and Product Assortment
 Myntra
Product Strategy
• Extensive Brand Portfolio:
• 2000+ international and domestic brands.
• Addresses diverse consumer fashion preferences.

• Interactive Marketplace:
• Dynamic platform connecting buyers and sellers.
• Personalized and engaging shopping experience.

Price Strategy
• Strategic Discounting:
• Heavily discounted pricing model, especially during
events (60-80% off).
• Attracts price-sensitive consumers, stimulates sales.

• Competitive Pricing for In-House Labels:

• In-house labels priced competitively, 20-25% cheaper.
• Balances quality and affordability for consumers.
Place Strategy
• Seamless Online Shopping:
• Operates as an online marketplace for a convenient buying
experience.
• User-friendly interface, detailed product information.
• Efficient Logistics:
• Optimized order processing locates nearest warehouse for timely
dispatch.
• Ensures efficient packing and delivery, enhancing customer
satisfaction.

Promotion Strategy
• Multi-Channel Promotion:
• Utilizes traditional and digital media for comprehensive promotion.
• Full-page advertisements during events for wide reach.

• Celebrity Endorsements and Aspirational Appeal:

• TV commercials featuring celebrities create aspirational appeal.
• Enhances brand visibility and resonates with consumer aspirations.
 Nykaa

Product:
One of the most important aspects of Nykaa's marketing
strategy is their focus on product quality. They invest
heavily in research and brand development to ensure that
their products are souced at the best they can be. This
commitment to quality has helped them build a strong
reputation amongst consumers and industry experts.

Price:
• Cost Based Pricing
• Value Based Pricing
• Offers and discounts
Place:
• Nykaa's placement strategy is to sell its products
through company-operated stores, licensed stores,
ecommerce, supermarkets, and hypermarkets.
• With two store formats: Nykaa Luxe and Nykaa On-
Trend, Nykaa serves both rich and middle-class
customers. Nykaa Luxe and Nykaa on-trend products
are available exclusively through Nykaa's online
stores, in-house stores, and a few select luxury
retailers.

Promotion:
• Nykaa's content marketing strategy
• Youtube Marketing: Nykaa TV
• Website marketing: Nykaa Beauty book
• Social media platforms
• Influencer Marketing via brand ambassador
campaigns
• Search engine optimization
• Nykaa's Blog
 MTR Foods
Product in the Marketing Mix Of MTR Foods : MTR Foods is a food product company offering a diversified
range of packaged food products. It uses authentic recipes, high-quality oil and best ingredients to retain and ensure homemade
aroma, taste and flavour.
Products
• MTR 3 Minute Poha Pouch 60g.
• MTR Lemon Rice Powder 50 g.
• MTR 3 Minute Seviyan Upma 160g.
• Frozen Foods (Vada with Sambhar and Chutney)
• Sweets (Gulab Jamun ,Rasagolla)

Place in the Marketing Mix Of MTR Foods :

• It has a strong and extensive distribution network that includes services of distributors and retailers.

• Its products are easily available to consumers through its own stores and in super markets, hyper markets,
discount stores, convenience stores and grocery stores.

• MTR Foods has launched its e-commerce platform from Bengaluru as a venture to move with changing times.

• MTR has also opened its fast-food restaurants on franchisee concept called MTR Super Shops and these are
located in most cities and towns of India.
Pricing MTR Foods :
• MTR Foods has adopted a market penetration pricing policy and has implemented reasonable
rates for its products. Pocket-friendly and affordable rates will help the company in reaching
further markets.
• MTR Foods has launched its web portal as a much-needed initiative to garner larger profits as
it will be able to cut down on its distribution costs.
• It has also implemented promotional policies and offers incentives like 20% extra product
with the original.

Promotion:
• MTR Foods is pursuing an aggressive and intensive marketing strategy at regional, national
and international levels.
• It has organised sampling activities at popular places and launched several ad campaigns via
television, magazines, newspapers and social media platforms to garner maximum coverage.
• It has collaborated with Jiggs Kalra, celebrity chef to increase its brand visibility. MTR Foods
in the year 2002 was awarded ISO 9002 certification as it successfully met the food hygiene
and safety standards in the international arena. It was the first company in India to receive an
award for Technology Absorption by Prime Minister.
 CONCLUSION

This evaluation of the marketing mix for Myntra, Zepto, Nykaa, and
MTR Foods should provide insights into how each company positions
itself in the market, attracts customers, and maintains a competitive
edge. Keep in mind that the information might have changed, and it's
advisable to refer to the latest sources for the most up-to-date details.