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Product & Brand Mgmt. of Flipkart

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Kushal Agrawal

on 16 October 2012

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Transcript of Product & Brand Mgmt. of Flipkart

Started by Sachin Bansal CEO, Co-Founder Binny Bansal COO, Co-Founder in 2007 Investment Funding Rounds : 4 (till date) People 4500+ Employees 2500+ deployed on-field in operations & distribution Rankings & Popularity India Rank : 15 World Rank : 287 Source : Alexa.com Popularity : 0.338% of the total internet users of the world have visited flipkart.com Product Portfolio Marketing Plan of Flipkart.com Started with Books Now with movies, music, games, mobiles, cameras, computers, healthcare and personal products, home appliances and electronics, stationery, perfumes, toys – and still counting! Product Offerings Over 15 Million Products - Still Counting! Wide range of products 11.5 Million Book titles Payment Options with visit to transaction conversion rate of ~6% Started by Flipkart Started by Flipkart User Interface (UI) www.flipkart.com Easy to Navigate | Easy to search |
Easy to Compare | Easy to Order | Graphical | Non-Graphical Receipt Generation Order No. : OD20919120766 This contains all information i.e. Product Code, Date of Purchase, Reference No., Delivery Area Code etc. Helpful in easy tracking of order !! * This code is formed after applying filters and unique encryption techniques Order Tracking Order No. : OD20919120766 Customer Enters the Order No., and he gets real-time update of the shipment status. Flipkart Logistics Agency Customer 30-DAY money back guarantee Unsatisfied Customer Calls/Connects with Flipkart customer service Return Order by Logistics partners Product Replaced or Money is returned in the account e-Wallet feature Loyal Customer Deposits more money Use it for future purchases * flipkart adds new dimension to its operating cycle Reporting & Analytics On the basis of your past behavioral purchase Schemes /
Discounts /
Offers / Recommendations / are generated 4P's Inventory Stocking Inventory Management System Warehouses stocking levels Frequency of orders of the product forcasting Threshold Product's Inventory Delivery Centers Distribution Frame 25 Warehouses Delivery & Logistics 60
Delivery Centers Customer Orders Checked in delivery center inventory Success! - Sent to Logistics Body Yes Checked in nearest Warehouse inventory Yes Ordered to the company or sometimes imported Customer is notified Underline aim is to reduce the time of delivery No No Yes Automatic inventory check via Inventory Management System in overall India Delivery Time = 1-2 days Delivery Time = 2-5 days Delivery Time = 6-15 days 7 Previously, Others converted from Delivery Center 35 Previously, Others newly formed Purchases & Procurement Customer Support Hybrid Structure Location of the product is identified Customer's Product Delivery Location Logistics Body is assigned Parameters = City, Locality, Type of product, Cost definition, inter-city agreement etc. Logistics Priority Automated Software sends information about the product delivery to these logistics body No. of Orders served daily > 30,000 Open Loop for VAS Flipkart Logistics is getting designed in such a way that, other e-commerce websites can outsource delivery to flipkart. Adding an extra source of income Inventory Levels Rare Ordered Products Direct procurement from companies Stocked in warehouses & delivery centers 1. Weekly
2. Monthly
3. One-time
4. Urgent Distributors of these companies delivers the products in respective flipkart's warehouse (as per requirements) 24x7 Customer Support 1800 425 3547 cs@flipkart.com Toll free phone : e-Mail : Delivery Cost = Free, if order > Rs. 300 else Rs. 30 extra. New Sale | Customer grievances | Other Info Open Loop for VAS Flipkart BPO is getting designed in such a way that, other e-commerce websites can outsource customer support to flipkart. Adding an extra source of income Credit Period = 14-30 Days
Credit Limit = Varies with products 10 - 50% * On Sale price of Products |Brand|
|Category Margin|
|Premium margin|
|Cost of delivery|
|Operating cost margin| High Margin Category Toys, Watches, Beauty & Healthcare, Luggage Mid Margin Category Books, TV, Home & Kitchen, Gaming, Belts, Bags Low Margin Category Mobiles & Cameras, Computer accessories Open Loop for VAS Adding an extra source of income Open Loop for VAS Flipkart Distribution is getting designed in such a way that, flipkart can become official distributor of several company's products in future. Adding an extra source of income Compiled by
Kushal Agrawal | Eshan Mehra | Abhirat Khanna | Devika Gupta | Sampoorna Sarkar Mistakes Made Flipkart did a right thing in acquiring www.letsbuy.com But in spite of making them rivals of each other and increasing on sales, they integrated each other Strengths of letsbuy.com was in electronic products and they performed to be a top performer. They were able to make a big loyal customer base in a short time. Flipkart loose to loyal customer base of letsbuy and its competence appeal. Product Market
Sizing Place Price Price Margins Margin Variations Parameters Costing Cost Price of Product = 0.80x*
Stocking & Delivery = 0.05x*
Human Resources = 0.05x*
Marketing Expenses = 0.05x*
Profits = 0.05x* Sale Price = 1.00x *Approximate figures, subjected to change with different products. Promotion Reviews Advertising Strategy Promoting Online Buying as safe.

Promoting hassle free, comfortable, direct to home shopping.

Changing the perceptions of elder people.

Trying to eliminate the touch & feel factor. Advertisement Mix Television Internet Outdoor Discounts Round No. Investors Year Amount Round 1 Round 2 Round 3 Round 4 2007 2009 2011 2012 Self funded by Bansal brothers $ 9000 Accel India & Tiger Global $ 10 Million $ 20 Million Accel India & Tiger Global Naspers Group & ICONIQ Capital $ 150 Million Sales Figures Year Sales 2008-09 2009-10 2010-11 2011-12 2015* $ 1 Million $ 4 Million $ 15 Million $ 100 Million $ 1 Billion* *Speculated/Predicted Figure Indian e-tail Market comprises of 15% of total e-commerce market Indian e-Commerce Industry Travel Related e-Tail Others makemytrip.com, cleartrip.com, redbus.in, yatra.com, via.com, goibibo.com, hotels.com 75%
Spending Size = Large flipkart.com, jabong.com, yebhi.com, myntra.com, tradus.com, junglee.com, bigbasket.com snapdeal.com, crazeal.com, freecharge.in, bookmyshow.com, adwords.google.com 10%
Spending Size = Small or Very Large Year Market CAGR 2009 2011 2016* 2020* $ 300 Million $ 600 Million $ 9 Billion $ 70 Billion * Forcasted Figures 55 - 61% Influencing factors Rise in internet infrastructure & user base

New payment options such as COD

Increased use of Plastic money

Increasing income of large Indian Middle class

Lower prices than traditional brick & mortar

Improved Logistics network mjunction.in is the largest B2B e-commerce website in India 15%
Spending Size = Medium Analysis Competitor Analysis S.No. Parameters 1 2 3 4 5 6 7 8 9 10 11 Offices & Online Presence 6 4 5 10 Rating Scale 1 to 10 (Low to High) Product Offerings Ease of Use Investors Backing Sales Distribution & Supply Chain Tangible Assets Quality of Advertisements Employees and Skill Sets R&D (Innovation Capabilities) Pricing Efficiency Delivery Time & Logistics 12 Loyal Customer Base 13 9 10 4 5 10 7 6 8 10 5 4 5 6 3 4 10 10 5 4 5 8 7 8 10 10 10 10 10 2 5 6 10 10 5 4 8 8 10 8 9 10 4 7 6 10 5 7 6 Future Analysis Brand Analysis Advertising Analysis Challenges Knowledge Persuasion Decision Confirmation 100 50 15 6 Every 6 out of 100 consumers buys after visiting flipkart Consumer Involvement Previous Experience Good After Sales Service Good Pricing & Offerings Average Social Visibility Good Aug 24 e-commerce in India Need : Easy Shopping
Want : Online Shopping is easy and convenient
Belief : Shopping is done by touch and/or feel
Intention : Cheap Shopping Brand Truth :
Positives - Convenience, Easy, Good Pricing, User friendly, Brilliant service
Negatives - No touch and feel CONSUMER Brand Positioning :
Trap them young - Indian Youth sentiments and desires 1. Asset Building 2. Adding additional revenue streams 3. Increasing Product Offerings other than e-tail formats 4. Going International Majorly TVC Connecting the dots between Younger generation and Elder generation Focus on -
1. Changing the perception of Look n Feel Shopping.
2. Creating trust on online shopping.
3. Stressing on new payment options like COD. 1. Large no. of small competitors

2. No Barrier to entry

3. Price Competitiveness

4. Building up tangible assets 5. Creating a trust of One stop shop Thank You Subject guide : Prof. Sunanda Eshwaran Prepared by -

Kushal Agrawal
Eshan Mehra
Devika Gupta
Abhirat Khanna
Sampoorna Sarkar
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