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Client Presentation

manigarg21@gmail.com

 Maneesh Garg
Client Brief

To increase sales of high value products (i.e. electronics)
through Flipkart
STEP 1:
Analyzing the Client Brief and/or any other problem which
might be a cause of concern
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
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
STEP 2:
Situation Analysis
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
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
STEP 3:
Consumer Insights
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
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
STEP 4:
Branding- Idea Creation
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
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
Idea Generation

Consumer Desire

Brand Offering

Want a hassle free
approach to shopping

Genuine authentic
products at their door step

IDEA
FLIPSIDE TO SHOPPING!!
STEP 5:
Media Plan
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)
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 !!!
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 !!!
Print Ad

Just Flip it!!!
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
Experiential Marketing
Camera

Mobile Phone

TV

MP3 Player

Gaming
Console

Laptop
Flipkart - Analysis of Marketing Strategy and new Branding Ideas
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
STEP 6:
Measuring Effectiveness of Campaign
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
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
STEP 7:
Brand Association
 McDonalds
 Just Dial
 Meru Cabs
THANK YOU

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Flipkart - Analysis of Marketing Strategy and new Branding Ideas

  • 2. Client Brief To increase sales of high value products (i.e. electronics) through Flipkart
  • 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
  • 29.  McDonalds  Just Dial  Meru Cabs

Notas do Editor

  1. http://forbesindia.com/article/boardroom/can-flipkart-deliver/33240/1http://img5.flixcart.com/www/prod/images/fkart/company_information-57666.pdfhttp://www.telecomcircle.com/2012/03/challenges-in-indian-ecommerce-market/