Assignment 2

Group:

Ajith Pillai Sagar Nagda Supriya Narasimham Sombeer Dushyant Sachdeva

Mustafa Banswarwala

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

COMPANY STRATEGY

Affordability and Availability

Diversity in the Product Category and Range

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 5

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

FEEDER INPUT FOR ONLINE SHOPPING

EXPECTATIONS OF THE CUSTOMERS

Free home delivery Online shopping Discount shopping

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

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

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.

DIGITAL MARKETING STRATEGY

Service Information

Brand Positioning
Social Media Presence

FOCUS
Addressing Service Queries and Issues Customer Engagemen t

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 16 124

300

Micro Blogs and Media together receive the maximum share of feedback and we have referred to the same for our analysis Sites referred are Facebook.com, Twitter.com, Mouthshut.com and desidime.com

326

14

Blogs Media

Micro Blogs Sharing

News

ONE WEEK ANALYSIS

Facebook = 3.5 Twitter = 5.2 Youtube = 1.4 Linkdn = 2.5

FlipKart = 4.8

Facebook =0 Twitter =0

Youtube = 1.8 Linkdn = 1.7

Facebook = 2.4

Youtube = 1.6

Tradus = 3.8

Twitter = 3.8
Homeshop 18 = 3.6

Linkdn = 1.7

Facebook = 1.6

Youtube =0

Twitter = 2.1
IndiaPlaza = 1.9

Linkdn = 1.5

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 indiaplaza homeshop18 tradus

*Socialmention.com

QUERIES ADDRESSED BY FLIPKART

0.9 0.8 0.7 0.6 0.5 2011 0.4 0.3 0.2 0.1 0 Timely delivery Query redressal Quality of product delivered Price Ease of surfing Information of product 2012

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 -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

Replacement policy

Room for customization

Own logistic services

Secured payment mode

NEGATIVES

Difficulty in surfing

- for the first 3 minutes, I could not find the product category -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

Price

Delivery time

Query address mode

Product information on the website

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

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

B Storify.in
Blogging B Facebook

Twitter

TV ADS / Print Media

Youtube

Google+

Gamification

Linear Interactive

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.

PHASE 2: CREATE

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.

Projection of children as mature and sometimes even sophisticated adults. 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 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. Curiosity factor aroused by these kids parading as adults and once you start watching, its the subtle humour that does the trick.

2.

3.

4.

STORYTELLING - OTHER CHANNELS

Twitter
Aim: To engage with customers and run a parallel customer service. Output: Very Successful with 38228 followers 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.

Blogging
Aim: To do a content based marketing by giving updates on brand, industry and technology Output: Successful 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

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

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

Blogging
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

Twitter
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
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

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

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 followup 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!