EVOLUTION OF LOGO

CASE STUDY
Flipkart is an electronic commerce company headquartered in Bengaluru, India. It
was founded in October 2007 by Sachin Bansal and Binny Bansal (no relation).
Flipkart has launched its own product range under the name "DigiFlip" with
products including tablets, USBs, and laptop bags. As of April 2017, the company
was valued at $11.6 billion.

Flipkart is World’s top 10 most visited E-commerce website in India with regards
to traffic. Multiple Payment method is available for it’s customers to make
Payment easier. Fastest growing e-commerce website in India. It sells 30 product
per min.

The Story Behind ” FLIPKART.COM”

There was the huge risk taken by both the Bansal’s ” Sachin Bansal & Binny
Bansal “. (Started with selling of books ). They both got a high profile job in the
worlds biggest e-commerce website named Amazon. Leaving Amazon to start
their own company with just Rs 4 Lakhs involved a huge risk as there was no
guarantee that their idea would Succeed or not. It was a result of risk taking only
that today Flipkart generates 1.5 cr a day.

Customer -Relation

The customer is informed at every step through email/text When the order has been
confirmed order summary & shipment detail tracker information are provided.

Straightforward Return and Exchange policies

Flipkart allows its users to return the product if unsatisfied within 30 days period
with the full refund of money or exchange for another product.
Flipkart Wallet Add Money
Enjoy a Hassle-Free Shopping experience. The Wallet is a Prepaid Instrument that
enables you to shop on Flipkart multiple times by making one- time payment of a
certain value. This will be added your wallet as prepaid balance. When you Select
the Wallet as the mode of Payment for your the corresponding amount will be
deducted from your wallet balance.

Why did they choose to be an Entrepreneur…?

They saw a good opportunity in the market around e-commerce. Also, regular job
was not as challenging. Theexcitement and satisfaction that comes with building
somethingof a long lasting value is addictive enough for them to continuethis.
They started flipkart.com because they themselves felt theneed for a good online
book store. E-commerce sector is oneof the toughest to get into in India. They
believe that they canmake a difference here. They wanted to create somethingwhich
has a long lasting value and which we can be proud of. Acoording to Sachin (CEO
of Flipkart.com) at this point in ourlife we can devote our entire time and energy to
flipkart whichis very important for any startup….

Business Model

Flipkart started as a book selling website, but later went on to operate as a

complete online retail site. The company started with an inventory based model,
but it was in 2013 that it moved to a market place model, which is how even
Amazon.com operates. Flipkart charges a commission of 5-10% on every sale
through its site. The commission charged through luxury items such as electronics
is higher than that of generic items. Flipkart has constantly been trying to reduce
the percentage of commission that it charges to its suppliers, so as to have more
number of suppliers. It has also partnered with brands like Xiaomi who spend on
such sites as a strategy to promote their products. Flipkart also charges third party
sellers, where, when a customer searches for some kind of product, the product
relevant to that category or that particular brand will be amongst the first searches
to be shown. This is another way companies promote their products. A listing fee
for the sellers is additional revenue for the company, along with the convenience
fee that is usually to be paid by the customers, which includes the wrapping up of
the product as a gift or even the fee for faster delivery.

Payment gateways is another way Flipkart earns its revenue. It is usually the
transaction processing charges which will differ based on the way payment is done.
For example, if a payment is made through debit card and net banking, the charges
are found to be lowest (around 0.75%-1.00% of the transaction amount). Similarly
there is percentage charge levied on even credit cards and American Express cards
too. Thus, depending upon which mode the customer selects to make the payment,
the company gets its transaction revenue, making it another way to earn penny for
the company.

Exclusive product launches

 Motorola Mobility
Motorola Mobility, previously owned by Google but then sold to Lenovo,
successfully launched its budget smartphone Moto G in India on 5 February 2014
in an exclusive tie up with Flipkart .Flipkart started selling Motorola's Moto
X Android smartphone on 19 March 2014. Flipkart began selling the less
expensive Moto E on 13 May 2014.
 Xiaomi Tech
The sale of high-end smartphone Xiaomi Mi3 produced by Xiaomi Tech was
successfully launched in India on an exclusive tie-up with Flipkart. Multiple
subsequent launches were just as successful.
On 2 September 2014 Flipkart held a flash sale of the Xiaomi Redmi 1S budget
Android smartphone which was launched in India in July 2014, selling 40,000
units within seconds. Subsequent sales sold just as quickly.
Xiaomi also sold its Redmi Note phone in India exclusively through Flipkart.
50,000 units sold in 6 seconds on 2 December 2014.
 Micromax Yu Yunique
Flipkart launched an exclusive sale of Yu Yunique 2, which is a subsidiary mobile
line of Micromax Informatics on July 27th, 2017 at a price point of Rs.5,999
Web based to App based
Going from a web based model to an app based model can be decision taken after
plenty of brainstorming in any organization. Every coin has 2 sides. Proceeding
with a completely app based model had both advantages and limitations. Myntra,
which was acquired by Flipkart, had changed its operating model to being app
based alone. It helped Myntra save on marketing costs, as it required no cost in
sending notifications over applications. It has also been proved that the app-
customers have been more loyal and profitable towards the company. An app
based model also provided personalization, better user interface, superior customer
experience, the ability to easily connect anytime and anywhere, rich customer data
and so on. After the acquisition, Flipkart decided on proceeding with web and app
based model. In March 2016, Flipkart launched a mobile web application which is
very light and provides complete app-like experience to all its customers. Flipkart
named the app Flipkart Lite. This app was built to lighter than most phone
applications, and did not require a dedicated storage for the application for
customers who did not want to install it on their phones.

As per a market survey conducted on consumer preference over e-commerce

sites, it was found that 80% of the customers wanted a website for an e-commerce
site, though only 20% of them might use it. This was when Flipkart realized that
only for an app based model was a very consumer-friendly decision. Further, only
app- based would take away the options that is available to its customers to have a
complete visual experience of buying things online.

Flipkart has also set up “Pick up Stores” in various cities which provide
convenience to the consumers to pick up their orders as per their convenience.
Flipkart has planned to increase the number of stores all over the country and to
also make them fully outfitted experience zones, where customers can gather the
experience of the product by trying the product, seek alterations, and enjoy the
product demonstrations.
Companies statistics
Today, as per Alexa traffic rankings,Flipkart is among theIndian Web sites and has
been credited with being Indias largestonline bookseller with over titles on offer.
Initiallyfunded by the Bansals themselves with 400,000, Flipkart has raisedfunding
from venture capital funds Accel India in 2009 and TigerGlobal (US$10 million in
2010 and US$20 million in June 2011).Flipkart.com, on August 24, 2012
announced the completion of its4th round of $150 million funding from MIH (part
of Naspers Group)and ICONIQ Capital.On average, Flipkart sells nearly

Funding for the Organization

Just like all other start-ups, there were plenty of challenges the company had to
face. Providing delivery to all terrains including towns and villages, and ensuring
user-friendly payment gateways for the customers were two major problems for the
company. To overcome these, and to convert every challenge into an opportunity,
Flipkart has planned to raise funding of a minimum of USD 5 billion by mid-2016
with the help of an Initial Public Offering, listed on the New York Stock Exchange.

Flipkart’s Busines Objectives:

To increase Traffic and boost sales and revenue through integration of Mobile
Apps, Display, Pay Per Click and Search Engine Optimization.

Successful Brand Campaigns

” Fair Tale “

” No Kidding, No Worries “

” Shopping ka Naya Address

“ “Shop Anytime, Anywhere

” Big Billion Day “, ” Singles

Day “.
TV Commercial Strategy

1. The objective is to build the brand as a verb for Shopping.

2. Target Biggest event of the year i.e IPL T20 2014
3. Total 29 ads released Since 2011
4. Portraying Kids as Adults in ads gives higher brand recall.
5. Ads Targeted as Pan India Shoppers of all generation.
6. Ads aimed to Popularise the brand as a verb.
7. Testimonial based Creative Campaigns to demystify the fear of Online
Shopping experience.
8. Mobile App downloads TV ad to increase m-commerce Value.
9. Launching Campaigns i.e ” The Big Billion Day “

Facebook Strategy

1. Category Focused FB page i.e books, gaming, fashion etc, which is for
building engagement with fans.
2. Deals and Offers based FB Page which is for customer acquisition.
3. Likes- 3.3 million
4. Seasons to Festivals or Birthday based Cover Photos.
5. Updates on new Products and Customer queries.
6. Response on customer Complaint is average and Inconsistent.
7. Running Contests / Gamification.
8. Exclusive customer tab for support.
9. Avg Response per Post 40-50
10.Focus is on Customer acquisition and engagement.
Twitter Strategy

1. Follower -160 K
2. Updates on new Product, Offers and Discounts using appealing Videos and
Images.
3. Tech @ Flipkart exclusive channel on tech updates.
4. Running Product / Services based contest Like Flipkart Frist, AcerA1 on
Flipkart.
5. Avg 2-3 Products offers / launch based post per day basis.
6. Flipkart Support Exclusive Channel on queries Solution.
7. Flipkart Offers Special offers based channel.
8. 24*7 Customer Service Channel.
9. Real-time Connect.
10.Response to the query is in real time.
YouTube
Strategy

1. It does not have its own channel.

2. It Executes lots of Youtube Campaigns. i.e Search Page, Display ad, Video ad
etc.
3. Total 29 Videos Uploaded.
4. Total Video Views- 1.4 million

Pinterest Strategy

1. Deals/ Offers based Pinterest.

2. 8 Boards and 290 Followers.
Google + Strategy

1. Followers- 500 k
2. 1-2 Post on Per day basis.
3. Less focus on deals / offers.
4. More focus on Company Updates, Product Launch Updates besides,
Festive
/season/customer mood based posts.
5. Focus is on more on engagement and brand building rather customer
acquisition.
6. Interaction / Engagement with the follower is the area of
improvement.

Content Marketing Strategy

7. It has its own Official Blog.
8. Blog page gives updates about company, industry, tech etc.
9. It has its own unique tech-focused blog too.
10.PR release page also exists.
11.PR release about company info, events, exclusive product service
updates.
Mobile Marketing Strategy

1. Mobile Optimized website is available.

2. Mobile app on all Platforms( iOS, Android, Windows)
3. 5 Million downloads, 4.3 rating, responding to each negative review.
4. 25% sales via mobile.
5. Campaigns aiming towards Product Launch, Acquisition, Engagement and
retention.
6. Mobile remarketing does not seem to be Part of Strategy.
7. Mobile Weekend offers to target repeat Purchase.

Affiliate Marketing Strategy

1. Earn up to 15 % for each Purchase on the website.

2. Payment via Gift Voucher and EFT Options.
3. Referral Payout for each month/Category is Communicated.
4. Payment made 45 days after the month of Sale.
5. After lower Commission Compared to Competition.
6. Various reports are released to help Affiliates.
Brand Association and Acquisition
1. Flipkart + OLX joint Marketing Campaign.
2. Flipkart + Acquired Myntra- Online Fashion Portal.
3. Tie Ups for Exclusive Electronic Launches i.e Xiomi, MSI gaming Laptops,
Samsung Galaxy s5 mini, MOTO G etc.
4. Recently, Company has tied up with spice for exclusive Launch of their
Android One-based low-cost Phone.