The analysis of Flipkart's old marketing strategy and new branding ideas for better sales and publicity.
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3. STEP 1:
Analyzing the Client Brief and/or any other problem which
might be a cause of concern
4. Understanding the Problem Areas
Problems
Recommendations
Changes in the company
1. Fear of wrong product
getting delivered
Send a representative along
with the delivery, to show & set
up the product
Expensive but will build trust among present
and potential consumers
2. Touch and feel
experience missing
Guidance/hire consultants
Extra cost of employees, depending on their skill
but will add credibility to the product
Company representative should
go & take back the product
instead of the customer having to
courier it back
Increase in number of sales, as customer will be
tension free in case a wrong/damaged product
gets delivered
a. Continuous campaigns to stay
Depends on the scope of the campaign
OFFERING
Product
Service
Return Policy is
cumbersome
PRICE
Customer is hesitant to
buy expensive products
on TOM
b. Target influencers, who could
then convince others
c. After purchase service should
improve
5. Understanding the Problem Areas
Problems
Recommendations
Changes in the company
Not a cause of concern currently, as
TG does not reside there
None
Continuous campaigns to educate
people about the convenience in
brings to them and to build overall
trust in Flipkart
Depends on the scope of the campaign, but
if successful, customer base will increase,
leading to increase in sales
DISTRIBUTION
Delivery issues in small
cities/towns
CATEGORY
Overall trust in online
shopping is low
BRAND
Media Mix not properly a.
planned
b.
Increase presence in
Digital/Print
Focus on TG, stating the
highlights of online shopping,
without addressing their fears
Marketing Expense will increase, but will
help in reaching the TG
7. Our Understanding
Client
• Started in 2007 by selling books & today
sell 14 categories of products
• 50% of its revenues comes from selling
books
• Indian market leader in selling books, both
online & offline and enjoys an online share
of around 80%
• Current registered users: 3 million
• Website Visits: 102 Mn in 2012
• Items shipped per day – 30,000 i.e. 17
items every minute
• Own delivery network – 37 cities
• Revenue- 500 crore (FY 2011-12)
• Estimated revenue $1 Billion by 2014
Category
• Nearly 3 of every 5 internet users shop online
• In November 2011, 27.2 million online users
in India age 15 and older accessed the Retail
category from a home or work computer, an
increase of 18% from the previous year
• E-Commerce in India is expected to grow the
fastest within the Asia Pacific region at a CAGR
of over 57% between 2012-2016
• Major Players: Amazon, Ebay, Flipkart, Jabong
and Myntra
• Opportunity to expand to mobile phones
• Challenges faced by Indian e-commerce
markets
• Lack of customer trust
• Low customer loyalty
• Cash on Delivery
• High Inventory & Poor Supply chain
8. Our Understanding
Brand
• 2010 - Granny & the Mouse
• 2011- No kidding. No worries
• Tried to convince people that shopping at Flipkart is
hassle free & safe
• Classic question/answer format to draw personal
references
• 2012- Shopping ka naya address
• Increased TG to those who had never tried online
shopping
10. Consumer Research
Segmentation (Based on Secondary Research):
People who surf the internet
People who are too busy to go to markets to shop
People who prefer a hassle free approach to shopping
Gender Neutral
Urban Population
Target Group (Based on Secondary Research):
Books/Music, Movie, Posters/ Stationary Items: 15-25
Electronics: 22-35
Conducted Focus Groups and In-Depth Interviews
Captured :
Lifestyle of the TG
Buying Behaviour with respect to electronics
Attitude towards online shopping
Why they do/do not purchase electronics online
11. Consumer Research
Key Insights :
People are comfortable spending upto Rs.5000 in online shopping
Extra discounts/offers in electronics are looked down upon
Shopping for electronics in a crowded/noisy shop is irritating- need to be focused
Do not like too much interference while purchasing electronics
People feel online portals provide more product choices to choose from
13. Emotional
Benefits
• Saves Time & Money
• One Stop Shop
Rational
Benefits
• Sense of being Tech Savvy
• Sense of Satisfaction
• Sense of being aware
• Flipkart is actually
selling convenience
Actually
Selling
14. Redefined Target Group
People who are not emotionally involved in the shopping process
Shopping is a “have to do” task for them rather than a “want to
do”
Above
30,000
Traits:
Rational
Calculative
Focused
2k-10k
Brand Personality
Reliable
Responsible
Trustworthy
Honest
Below
500
15. Idea Generation
Consumer Desire
Brand Offering
Want a hassle free
approach to shopping
Genuine authentic
products at their door step
IDEA
FLIPSIDE TO SHOPPING!!
17. Media Plan
PRINT
Put up on Bus Stops and Metro Station
These are the places where we want to target the TG – when they are on the move
TVC
Star World – Friends/How I met your mother/Big Bang Theory/Simpsons/South Park/Criminal Mind
Zee Café
Sony – Adalat/ Byah Humari Bahu Ka/KBC
Colors – Balika Vadhu/Big Boss
Star Sports & ESPN
MTV & Channel V
Mostly only these channels are watched by the TG
DIGITAL
YouTube
Twitter
Facebook
Cricinfo (When India plays)
18. TVC – GF BF Storyboard
GF shouting at BF coz he
forgets to get a gift for
her on her bday
BF pretends to listen, but
is actually surfing Flipkart
on his tablet(secretly)
He orders a Flipkart “EVoucher” and mails it to
the GF
And then tells the GF
that he did get her
something, she just
hasn’t checked her mail
yet
Still angry, she checks her
mail. Sees the voucher in
it & feels guilty that she
shouted at the BF
She just smiles & hugs
the guy
The guy hugs her but
looks into the camera
and winks & says “ What
are you waiting for?”
And the tagline appears
“Just Flip it”
Just Flip it !!!
19. TVC – Man Shopping in Mall
A Man in a specialty
store, trying to buy
electronics
He sees a girl standing in
the corner, signaling him
that what he is doing is
wrong
Very tired, he looks
around but doesn’t get
what he wants
The shop is crowded and
there is too much noise,
which makes him more
exhausted
She uses hand gesture to
tell him to flip
The guy in full
excitement, flips his
shopping cart and the
scene changes
He is shown at his home,
comfortably sitting on a
bean bag & shopping
through Flipkart
He then looks at the
camera & says, “What
are you waiting for?” &
the tagline appears, “Just
Flip it”
Just Flip it !!!
21. Experiential Marketing
Photo Booths placed on Delhi Metro Stations- one day on each station
Mg Road
Saket
Haus Khas
Rajiv Chowk
Kashmere Gate
Delhi University
(considering these to be most crowded & hence important)
People passing by, stop to have a look at the machine
They press on any one of the 6 buttons, depending on which electronic item they like/have
purchased from Flipkart
The photo comes out in the template of the electronic item chosen
Also, the photo can be flipped to see a difference
People enjoy free photos
24. Experiential Marketing
Helps in communicating the Brand Idea – Flipside to Shopping
Gets people to talk about the Brand
More the people talk about it, more are the chances of them visiting the website
Footfall increases
Possibility of increasing:
Customer Base
Sales
26. Things to Check
Whether the ad conveys the intended meaning
Whether the ad is being comprehended by the TG
Whether the ad increases:
Brand Awareness
Footfalls on the site
Customer Base
Sale
27. How To Measure Effectiveness
PRETEST
TVC:
Release ad in certain cities only to understand the
customer response
Print :
Readability Test – To know if the ad is
comprehended correctly by the participants
Observe the kind of outputs participants give after
seeing the ad
POSTTEST
Print and TVC:
Day after Recall Scores
Recognition
Track Website Traffic
Experiential :
Track Blogs/Press Releases/Updates on Social
Networking Sites/YouTube