Fipkart Document

Ritika (Pgsf1930)
I have chosen Flipkart for my project and will explain about the marketing strategies adopted by flipkart
to position its brand in the mind of the customers. Flipkart adopt very innovative and creative form of
advertisement to make clear and distinct image in the mind of the customer. Flipkart has positioned itself
as a trust worthy and customer friendly e-commerce brand. As there are various products available on
flipkart and on can find products easily as they have segmented the categories one can easily use.
The following marketing strategies are adopted by flipkart-
1) Flipkart karo- An attempt to position flipkart as a synonym for convenience led online shopping.
The campaign not only aimed at inspiring people to shop via flipkart, but also promoted online
shopping as a whole by talking of why do online shopping.
2) Through multichannel ads they target their customer. Flipkart drives the performance of their ads
online with performance marketing, they are also heavy on offline ads and tv spots which shows a
great understanding of the audience
3) Flipkart is also using kids in their advertisements. They have started the campaign of No kids, no
worries under which they came up with the idea of having kids behaving like adults in flipkart
commercials. From a marketing perspective it has a more grasp to the audience, as it always amazes
people to see children acting and make advertisement more Innovative and catchier. This also helps
in bring to the front, that online shopping is a child’s play Ex- featuring Munna Bhai and Circuit.
4) They also use secondary source of brand knowledge. like-They have alliances with other brands
also. Like they have alliance with Lays who helps flipkart to target customers. For example- Lays
posted on twitter you couldn’t go to the market but you bought marketplace to us where they show
that you can buy lays from flipkart. Flipkart also have tie up various other brands like Gaana app,
where flipplus customers can avail six- month free membership.
5) Flipkart also invest heavily in star power as India loves Bollywood and Flipkart uses this to sell and
raise awareness about their products. Ranbir Kapoor, Alia Bhatt, Amitabh Bachchan and Virat
Kohli have all been prominently featured in Flipkart ads and in their online campaign
6)
7) With the membership programs Flipkart is also providing the no-fee membership program in which
loyal customers can avail extra benefits by upgrading their flipkart account to flipkart plus account
without paying extra charges. This program is designed for the loyal customers as person can
convert its normal account into plus account only when he has sufficient coins to upgrade his
account and for earning coins it is necessary to purchase regularly from flipkart and on one order
one can earn maximum 10 coins, this motivate customer to order online from Flipkart to earn more
coins and avail extra benefits like- Free delivery
Shopping online attacks a distinct fear in the consumer’s mind towards online shopping, and how Flipkart
solves that problem.
8) Fear of wrong product – 30day replacement guarantee

9) Fear of giving credit card details online – Cash on Delivery feature
10) Fear of not getting the original product – Original products with original warrantee
11)
lAST- Vernacular language: so with the vision to make online commerce more inclusive and accessible,
Flipkart has enabled vernacular language support for three more Indian languages. After introducing Hindi
interface last year, Flipkart has now added Tamil, Telugu and Kannada interfaces, which are likely to help
reduce the access barriers to e-commerce for native language speakers.
Everyyear flipkart came up with the big billion days to grow their repeat customers and to also grow
new users . Companies use discounting as an activation medium. Activating potential buyers who
have the need but are waiting for the right time, right discount to buy the product. Customers come
looking for the offers and they attract to purchase by see decent discounts. Once a new user comes on
board, he's more likely to buy from them again. That's how humans are. We like consistency.

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Ritika (Pgsf1930)

8) Fear of wrong product – 30day replacement guarantee

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