Assignment 2

Ajith
Pillai

Group:

Dushyant
Sachdeva

Sagar
Nagda
Supriya
Narasimham

Mustafa
Banswarwala
Sombeer

BUSINESS GOALS
Accessibility of all
Products Physical and
Digital
Promote online shopping
(COD, EMI financing, 30
day Replacement Policy)

Affordability and
Availability

Diversity in the Product

Category and Range

COMPANY STRATEGY

THE CUSTOMERS

Some Product Categories

Mobiles,Books
computers peripherals,
Watches, wallets
bags, books,
movies, music
clothing and footwear in
their selection
home and kitchen
appliances,

Annual Revenue in
Billion Rupees
60
50
40
30
20
10
0

50
20
0.04 0.2 0.75

This is true not only for Flip Kart but for all online shopping portals in India

FEEDER INPUT FOR ONLINE

SHOPPING

Free home delivery

Online shopping
Discount shopping

EXPECTATIONS OF THE
CUSTOMERS

User friendly web interface

Respect the delivery time
Good Quality Packaging
Authentic and more variety
products especially in
electronics
Replacement Schemes in case
of defects
A variety of payment options.
Safe and secure online
payments.
A robust customer service in
terms of information and
products available

COMPETITORS
FlipKart

Indiaplaza
Indiaplaza was one of the pioneers in
the online shopping space in India
Indiaplaza offers nearly 8 million
products online including
books, CD-ROMs, cameras,
mobile
phones,
apparel,
jewellery, flowers, chocolates,
watches, and food items, and has
nearly 1.5 million customers
worldwide

IndiaPlaza

Ecommerce

Tradus

Homesho
p18

HomeShop18
HomeShop18 is the online and on-air retail
and distribution venture of Network 18 Group
Contains about 17 categories Accessories, Baby, Books, Cameras
and Camcorders, Clothing, Computer,
Electronics, Footwear, Gifts & Flowers,
Health & Beauty, Home & Kitchen,
Household Appliances, Jewellery,
Mobiles, Office & Stationery, Toys,
Watches.

Tradus
Tradus operates a business model
similar to eBay. It is Indias fastest
growing marketplace, where buyers
and sellers come together to conduct
transactions
Offers wholesale prices but charges
for product delivery
Wide Variety of products across 50
different categories

DIGITAL MARKETING STRATEGY

Service
Information

Brand
Positioning

FOCUS
Addressing
Service
Queries and
Issues

Customer
Engagemen
t

Social Media
Presence

Web
Interface

Mobile Support BB,

Android

CHANNEL STRATEGY
1.Owned

2.PAID
Twitter
Announcement of new product offers, discounts etc.
Conversations with customers
Exclusive channel called Flipkart support with prompt response
time
Tweet about their technology through Tech at Flipkart engaging
followers about the latest in technology and services

Facebook
Q&A updates
Product updates
Exclusive Customer Tab for support
Cover Photo in FB reflects any event or celebration like a festival,
onset of a season etc

Flipkart Affiliate Program

Banner adds placed on

sites like facebook, google
to redirect users to the
company site
(Promotes brand
recognition and recall)

3.EARNED
Blogs
Official blog gives updates about the company
Information about industry events, changes in technology etc
Exclusive technology blog for all the tech followers

Google Plus
Regular interaction with its 14,000 followers
Product updates, Offers, and deals

Flipkart does not have

their own youtube channel.
However, all advertising
campaigns on youtube are
very popular
e.g. Flipkart: No Kidding
No
Worries campaign
received 66,178 views

Online Social Mentions of FlipKart In last one Month : Total 780

0

Micro Blogs and Media

together receive the
maximum share of feedback
and we have referred to the
same for our analysis

16
124

300

326

14

Blogs
Media

Micro Blogs
Sharing

News

Sites referred are

Facebook.com, Twitter.com,
Mouthshut.com and
desidime.com

ONE WEEK ANALYSIS

Facebook
= 3.5

Twitter =
5.2

Facebook
=0
Twitter =
0

Youtube =
1.4

FlipKart
= 4.8

Linkdn =
2.5

Youtube =
1.8

Tradus
= 3.8

Facebook
= 2.4

Linkdn =
1.7

Youtube =
1.6

Twitter =
3.8

Linkdn =
1.7
Homeshop
18 = 3.6

Facebook
= 1.6

Youtube =
0

Twitter =
2.1

Linkdn =
1.5
IndiaPlaza
= 1.9

PASSION INDEX BASED ON SOCIAL MEDIA

CHANNELS

SOCIAL ACTIVITY
Flipkart has an edge over
its competitors in terms of
its online popularity
Unlike its competitors it
has a fair amount of
consistency in social
mentions over the past
few months
Google Page Rank = 6/10
Alexa Page Rank =13 th in
India and 214 in the world

SEARCH ENGINE OPTIMIZATION

SOCIAL MENTIONS
flipkart

*Socialmention.com

indiaplaza

homeshop18

tradus

QUERIES ADDRESSED BY FLIPKART

0.9
0.8
0.7
0.6
0.5
2011
0.4

2012

0.3
0.2
0.1
0

Timely delivery

Query redressal

Quality of product
delivered

Price

Ease of surfing

Information of
product

Based on 500 comments from Mouthshut.com, Facebook.com, twitter.com were analyzed

The company addressed issues related to the untimely delivery of the shipments and also to the
query redress mode.
Flipkart also experienced rise in revenues from year 2011 to 2012 by 600%

POSITIVES

Fast, safe and

free delivery

Few Statements:- Super quick, super safe

Replacement
policy

Room for
customization

Own logistic
services

-When the complete series of

books wasnt available, they
sent it in parts
- As a student, EMI services
helped me buy Acer laptop on
my own

Secured
payment
mode

NEGATIVES

Difficulty in
surfing

Price

Delivery
time

Product
information
on the
website

- for the first 3 minutes, I

could not find the product
category

Query
address
mode

-Prices at Homeshop18 are

cheaper
- Executives didnt even
receive my phone for 4 days
but kept disconnecting when
the delivery wasnt made for
7 days

DIGITAL MARKETING STRATEGY EVALUATION

Launch of Flipkart Flyte
An application like iTunes that enables customers to listen to music and
read eBooks (based on crowd sourcing)
Initially, eBooks were free now a paid service
Cost of the eBooks and music is cheaper than on iTunes and Amazon
Kindle
Flipkart It
Online shopping is associated with the company
Superior brand recognition
\n Technical Conference

Conference about eCommerce business, scalability in technology, online marketing, security

etc. (based on the feedback received on their blogs)
Establishes and promotes Flipkart as a industry leader in India

Increase in Product Categories

Launch of eBooks, Footwear, electronics due to crowd sourcing and industry growth

STORY TELLING MATRIX

B
Storify.in

Twitter

Blogging
B
Facebook

TV ADS /
Print Media

Low density
High Density

The Y Axis represents the

density of information if
suppose its just a game
nothing to do online flipkart
business then its density is
low , however its twitter
where they are sending high
customized messages then
density is high.
The X Axis represents the
level of interaction, for
example in TV ads
interaction is low but in
gamification its highest

Linear
Interactive

Youtube

Google+

Gamification

PHASES OF STORY TELLING IN TVC

PHASE 1: BUILDING A CUSTOMER BASE

Aim : The 3 generations campaign was
launched to promote online shopping and
reinforcing the benefit of trust and reliability.
Output: Very Successful
Key Success Factors:
1.

Projection of children as mature and

sometimes even sophisticated adults.

2.

The underlying idea is that the youth today is

mature enough to make the right choices the
right choice, in this case being shopping from
Flipkart.com

3.

Simplicity of ordering from Flipkart. Kids

ordering mobile phones for their grandparents
(as shown in one of the ads) shows that
ordering from FlipKart indeed is a play.

4.

Curiosity factor aroused by these kids

parading as adults and once you start
watching, its the subtle humour that does the
trick.

PHASE 2: CREATE A BRAND RECALL

Aim : To have name FlipKart in the mind of the
customers when they think of online shopping,
following Xerox for photocopy and Google for search.
The tagline goes as FLIPKART IT!!
Output: Partially Successful, under process, but
increased customer base.

Key Success Factors:

1. Took customer feedback before launching
the ads. The videos were uploaded on the
flipkart server and tweets and direct mailers
were send to view the upcoming flipkart
ads.
2. Got 10000 feedbacks on almost run time
(within few hours).
3. Selected only 3 of 9 ads created and last
minute tweak on campaign plan based on
feedback.
4. Created emotional connect by 2 successful
characters Mr. Forgettable (who saved his
wedding) and Mr. Impatient.

STORYTELLING - OTHER CHANNELS

Blogging

Facebook

Aim: To engage with

customers and run a
parallel customer service.

Aim: To do a content based

marketing by giving updates
on brand, industry and
technology

Output: Very Successful

with 38228 followers

Output: Successful

Aim: To do a content
based marketing by
engaging the customers in
fun activities such as
gamification, contests and
Q&A interaction.

KSF:
1. Very quick in resolving
customer posted on
twitter.
2. A TV Commercial was
launched showing they
are available on twitter
for customer service.

KSF:
1. Generating new content
and hence becoming
search engine friendly
2. Customers come on their
blogging site not only to
buy products but read
their useful articles

Twitter

Output: Very Successful

more then 1.2 million fans
KSF:
1. Launch of free games
2. Contest and prizes
oriented Facebook
page.

LIVE STORIES ON VARIOUS PLATFORMS

Twitter

Blogging

Twitter

We are very sorry about

the incident with our
customer's iPod purchase,
we're taking up this issue
extremely seriously Flipkart
We have spoken to our
customer and will make
sure a replacement is sent
over right away. - Flipkart
I ordered a shirt for me
but it looks defective. What
shall I do now?Customer
Your android version is
very poor. Please improve
on the UI - Customer

Amazing to hear! these

days when Ive got
something new and when
they asked from where did
you bought this and when I
say online, they say only
one word from Flipkart na.
So, indeed by delivering top
notch service, you people
had made. Flipkart, a brand
thats recognized by all. Customer
Nice to see such bookfair.
Exclusive collection of such
books are also available at
shopaajkal.com
Competitor comment on
blog

Awesome Delivery from

flipkart. - Customer
flipkart is the best onl9
shop. - Customer
Its so fast and easy to
search - Customer
Calling all trance music
fans - planning on going for
the Armin Van Buuren
concert in Mumbai on
March 16th, We've got
exclusive tee shirts, make
sure to grab one if you're
his fan - Flipkart
minimum order price from
300 to 500..else 50 shippng
..
u r doubling your
prices..whats wrong with

FLIPKART SUCCESSFUL ADVERTISING CAMPAIGN

- THAT SPREAD VIRALLY

The biggest issue of

slow growth rate of
Indian Ecommerce
Industry is was distrust:
1. Fear of getting
defective or
pirated product.
2. Fear to do online
transactions.

Cash On Delivery and

30 day replacement
guarantee given
+
Aggressive TV
campaigns also
went viral on Social
Media.

The media mention

of flipkart especially
Youtube is approx
40% even though
they dont have
official Youtube
channel
helped to increase
it customer base.

EXPERIENCE MANAGEMENT

USABILITY
Natural, intuitive interfaces on web
and mobile
Recommendation engine
Less cluttered, simple and easy to
use
High performance and minimal
defects

Flipkart website has a separate

mobile interface called Flipkart Lite
FlipKart Flyte - eBooks and MP3 on
mobile

Social customer engagement

Easy to provide reviews/feedback
on multiple platforms like website,
facebook page or twitter handle
Constantly looks to use feedback
from innovative consumer behavior
analysis to improve their UX

Proprietary Flyte platform for MP3 (

similar to Apple iTunes) and eBook
(similar to Amazon Kindle) sales
Familiarize users with the app through
free eBooks in initial phase
Pay for Flyte MP3 through Wallet
mobile payment service
eBooks are in proprietary .fkb format
whereas MP3s are not

SERVICE

24*7 customer service through twitter accounts,

email and phone; Callbacks
Convenience

Free home delivery on minimum order of Rs. 500 or

deliver charges of Rs. 50 for orders less than Rs. 500.
Earlier delivery was free for minimum order of Rs. 300,
this caused a backlash on social networks

Shift from value-seekers to habitual online

shoppers

EMOTIONAL/SOCIAL CONNECT
Flipkart facebook pages engages customers

Promotions, Deals, Freebies

Sharing cool info or asking questions

Gamification/ Contests
FlipkartGaming page just for gaming dvds e.g. Six
Degrees of Connection - Who/What connects the four
images above?

EMOTIONAL/SOCIAL CONNECT
Connect to users on festive
occasions or important days
Cover photos on facebook
page
Easter eggs on flipkart
website

Collating twitter and other social

network customer experiences on
Storify.com, link is published on their

facebook page
http://storify.com/Flipkart/lwfd

QUALITY OF EXPERIENCE MANAGEMENT

Very responsive on social channels on most occasions
Frequency of backlashes, not taking adequate counter action

QUALITY OF EXPERIENCE MANAGEMENT

Lack of consistency in service, many complaints without responses, especially
controversial ones and some serviced quickly
Lack of standardization in interaction - Customers are not mentioning order
number and still badmouthing Flipkart. These are difficult to follow-up and
resolve without further info. Ignored by Flipkart on many occasions.
No dedicated social marketing staff due to delay or inconsistency in
responding to Facebook requests on many occasions

REFERENCES

www.flipkart.com
www.howsociable.com
www.klout.com

THANK YOU!