A case study on Flipkart Vs Amazon as presented in Mindscape- A case study competition which could manage to win the Runners up trophy is hereby shared for reference.

1. Flipkart
Vs
Amazon:
a case study in e-retailing
By:
Sumit Lokhande
SIEMENS Nashik Works
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2. E-Commerce in India
IT Act, 2000
Explosive Growth
Access to Internet: 11% Indians
Growth: > 50% Annually
Sales by 2016: $8.3 billion*
Contribution to India’s
GDP by 2020: 4%**
Source:
*Crisil (Credit Rating Information Services of India Limited )
**KPMG 2

3. Challenges in E-Commerce
Industry:
High return ratio → Reverse Logistics
High Failure Rate for most Payment Gateways
Low Internet penetration
Low Smartphone penetration
No Touch and feel experience.
Logistics
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4. Amazon: An Introduction
American International Headquartered at Seattle
Started as online bookstore
Soon diversified selling CDs, DVDs, software, electronics,
furniture, toys, etc
Mission: To be world’s largest Customer Centric
Company
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5. Amazon Business:
Platforms for Merchants & Associates
Many acquisition from 1998 till date
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6. Amazon.in Home Page
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7. Flipkart: An Introduction
Indian e-commerce company headquartered
in Bangalore, Karnataka.
Founded by Sachin Bansal and Binny Bansal in 2007.
Initial focus on online sales of books, but later it
expanded to electronic goods etc
Multiple Payment Methods
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8. Innovation
Delivery within 2 Days
30 Days return policy
Card Swipe on
delivery
Comparison of
products made easy
Browsing made easy
Exclusive Launch at
aggressive prices.
(Eg., Moto E)
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9. Flipkart: Home Page
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10. Sales Promotion: Flipkart
Apart from Television Commercial, Flipkart relies more
on word of mouth publicity.
Other Promotional Techniques include:
Rebate & Discounts
Refunds
Quantity Deals/ Gifts
Full Finance @ 0%
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11. The Road Ahead For Flipkart:
Glowing Reviews
Niche Product: DigiFlip
Value Added Differentiation: Focus on customer &
Providing Customization of Products.
Aggressive marketing for the Mobile App
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12. SWOT Analysis: Flipkart
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13. Business Level Strategies:
Flipkart
Word of mouth advertising
Customer satisfaction
Wise Use of Search Engine
Optimization (SEO) and Ad Words
Social Media
Ekart
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14. Strategic Evaluation: Flipkart
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15. Flipkart Journey
• First Mover Benefit
• Pioneering innovation: Sales of Motorola, Xiaomi
• Excellent Service and Product Quality
• Ease of use
• Market leader despite offering relatively high prices
• Discounts and free shipping
• Successful WOM marketing
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16. Flipkart’s Big Billion Day
Sale:
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17. Marketin
g Tactic:
• Special Mailers
• Target Sales:
Rs. 1 Billion
•Achieved Sales:
Rs. 6.14 Billion
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18. Market Place Model Inventory & Market Place Model
1706 SKUs
1535 SKUs
4172 Offers
2244 Offers
Camera Prices costlier Camera Prices cheaper
Laptop Prices Cheaper Laptop Prices costlier
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19. Business Model/ Marketing
Mix
Flipkart is a Marketplace model
Sub Brand ‘DigiFlip’
Ekart Logistics for competitors
Hand to Hand Exchange via Myntra Logistics
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20. Marketing Innovation
FlipKARDs for Brand Loyal
Reward coupons for Product Reviews
Expert Advice from Tech Bloggers
Modeled Clothes as per Size Chart
Flipkard
Loyalty Programme
Discounts. Coupons. Sale.
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21. Retaining Leadership
Position
Customized Products
Develop IT Infrastructure
Complement Product Purchase
Renovate & Expand Business
Increase No. of Sellers
More features on Mobile App
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22. OPEN FOR QUESTIONS
THANK YOU
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