brand management on brand flipkart

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(Brand Management)

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Particulars - KEEPING Flipkart in mind - Brand Elements - Relationship Management - Marketing Communications - Capitalization - Brand Equity - Communication Programs - Marketing Mix - Secondary Associations - Positioning Strategy - TVC'S -

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Page 1: Brand Management on Brand Flipkart

(Brand Management)

Page 2: Brand Management on Brand Flipkart

Brand Name - FlipKart

Based on the shopping kart / trolley

Logo -Fast moving shopping kart

Previously it was only text “flipkart”

Then changed to trolley/kart logo

Then new logo for mobile app [F]

Character - The main character of this service

Easy shopping

Quick shopping

Various categories in a single trolley

Page 3: Brand Management on Brand Flipkart

Packaging - Here we can consider the website interface as the packaging.

Easy to navigate

Offers easily viewed

Details / reviews of products easily available

Slogan - Shopping ka naya address

Clearly stating that they want to be the number one retailer or store

Tagline - The Online Megastore

Using the word megastore is making a clear picture that they have various varieties

Recall Value

The use of kids in the commercial

Catchy slogan

Page 4: Brand Management on Brand Flipkart

Go to the website, register (Not necessary) and

start booking or ordering

Once selected, personal and payment details are to

be filled in.

Information via e-mail/text when the order has

been confirmed⇾ order summary & shipment

details + tracker ⇾ informing customer if order

has been delayed.

Page 5: Brand Management on Brand Flipkart

A customer centric approach to management

It uses Customer Relationship Management as its

differentiating factor.

Considered as the pioneer in initiating the skeptical Indian

shopper into online retailer.

Built on the core foundations of reliability, quickness,

credibility, variety and quality.

Good Customer Service High level of Customer

satisfaction Repeat Business Positive

word of mouth.

Social media channels & customer care numbers are the

key elements

Customer complaints are quickly addressed.

Page 6: Brand Management on Brand Flipkart
Page 7: Brand Management on Brand Flipkart

SERVICE

24*7 customer service through twitter accounts, email and phone Callbacks

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.

Straight forward Return And Exchange Policies

Flip kart allows its users to return products if unsatisfied within 30 days period with full refund of money or exchange for another product.

It uses the Wallet feature to debit the refund money that can be used to make a purchase from the website.

“The above allows customers to shop online without worrying about the risks involved.”

Page 8: Brand Management on Brand Flipkart
Page 9: Brand Management on Brand Flipkart

Social Media Techniques

To provide reviews/feedback on website, Face book page or

twitter handle.

Constantly looks to use feedback from innovative consumer

behavior analysis to improve their consumer activities.

With 2.7 Million

Likes , 47,483

talking about this

Page 10: Brand Management on Brand Flipkart

Engaging

Advertising

on social

media

Page 11: Brand Management on Brand Flipkart

Flip kart website has a separate mobile interface called Flip

kart Lite

Flip Kart Flyte – eBooks (in proprietary) and MP3 on

mobile

Proprietary Flyte platform for MP3 ( similar to Apple

iTunes) and eBook (similar to Amazon Kindle) sales

Page 12: Brand Management on Brand Flipkart

First Mover Advantage - Top-of-the-mind brand recall

Cash on Delivery - Read the ecommerce user’s mind

Well-Marketed – Through word of mouth & social

media. Apart from investing in technical, operational and

logistical capabilities, Flip kart have invested a lion’s

share in advertising, gave the brand a significant

visibility.

Easy to Buy - To buy products without registering, Sign

in through social media.

Employees expertise– The founders are ex-Amazon

employees, that brings the required expertise and skill set

needed to run and grow an ecommerce portal.

Page 13: Brand Management on Brand Flipkart

Flip kart has positioned itself as the Indian version of

Amazon.com

They have effectively used the digital medium for their

marketing – High SEO

Flip kart also uses an affiliate program which allows website

owners, bloggers and others to include Flipkart advertisement

banners and product links on their website and within their

content.

Word of mouth at its high degree

Social media tools – Face book and Twitter

A blog, which features as a journal for both internal as well

as external publics

Page 14: Brand Management on Brand Flipkart

Flip kart has capitalized on strength of every media

possible.

Through T.V, Radio and print with ADS

Good reach online with various discount offers and twitter

contests.

With Ads on You tube with maximum viewership

As far as weaknesses are concerned, the Media strategy

used by them is meticulous and to the point.

Flip kart had a revenue of 4 crores in the year 2008 -

2009, 20 crores in the year 2009 -2010, 75 crores in the

year 2010 - 2011, 500 crores in the year 2011 – 2012.

The company targets revenues of 5000 crores by 2015.

Page 15: Brand Management on Brand Flipkart

The brand equity of Flip kart is very high.

It has positioned itself as one of the biggest names in

online retail

Their ADS suggest “reliable” delivery service and product

quality which they have provided

Enforces on customer satisfaction

Flip kart brought a revolution in India in terms of E-

commerce business.

Page 16: Brand Management on Brand Flipkart

Use of digital media – Increase in SEO for top brands

Use of social media platforms & website

Used digital advertising tools like Google-Ad words to

increase reach.

Used an affiliate program (Flipkart.com,2012) which

allows website owners, bloggers and others to include flip

kart advertisement banners and product links on their

websites.

Page 17: Brand Management on Brand Flipkart

Capitalized upon word of mouth in the digital space as

well.

In 2011, used traditional media for advertising -

launched the “over 10 million titles available online”

commercial, aimed at establishing brand image as the

largest online book store.

In August 2011- Launched “No kidding” campaign,

consisting of TVC’s, OOH, print and radio campaigns

on the same creative route.

Page 18: Brand Management on Brand Flipkart

Secondary associations involve creation of new brand

associations and how well it affects on the existing brand

knowledge.

Brands may themselves be linked to other entities

creating secondary associations like:

Page 19: Brand Management on Brand Flipkart

Product -

Website for product information, add them to wish list or

cart, get product reviews and opinions, pre-order

products, make convenient payments using different

methods and better Search Engine Optimization.

Quality level of the products is absolutely fine.

Product packaging is Tamper proof, weather proof and

breakage proof.

Product lines on Flipkart.com have warranties

30-day replacement guarantee for faulty products.

Page 20: Brand Management on Brand Flipkart

Seen as trustworthy in terms of swift services and

secure payments

Identified quality-oriented products with lower price

offerings than retail market

Caters to innovative product line

Some unique product features of Flipkart.com

(Electronic Wallet feature) such as Wish list & E-gift

voucher.

Page 21: Brand Management on Brand Flipkart

Price –

Price of the product includes Supplier expenses,

Transportation expenses, Packaging expenses,

Shipping expenses, Courier expenses, inventory

maintenance expense, office and stationery expenses,

sales and advertisement expenses, taxes, depreciation,

discount allowances and many more expenses.

Roughly about 5-7% profit per book orders which

indicates that generation of revenue is on volume

basis.

Discounts up to 35% across all categories.

Upper edge in competitive pricing.

Page 22: Brand Management on Brand Flipkart

Channel strategy -

Started from 2 employees, 2 suppliers and now has

around 4500 employees and >500 suppliers.

Started with books first then mobiles and accessories.

Attract users to the site: Family, Friends, SEO, SEM,

WoM, Brand Building

Provide selection: Make it easy to Find & Discover

products

Provide details to evaluate a product: Description,

Specifications, and UGC.

Provide convenient payment options: Online, COD &

Confirm payment.

Page 23: Brand Management on Brand Flipkart

Get the item: Procure from Supplier.

Keep Inventory.

Select courier & hand-over: Courier performances vary across regions a lot.

Get tracking id & communicate to customer.

Follow-up for timely delivery.

Take care of returns (faulty product/user changes their mind)

Minimize returns.

Flip kart employed consignment model i.e. procurement based on demand.

An amazingly well-oiled warehousing and delivery system.

They offer a huge range of titles (more than 7 million) which really sets them apart from the rest of the crowd.

Page 24: Brand Management on Brand Flipkart

“Trap Them Young” – recent advertising campaigns

caters to No Kidding, No Worries advertisement series.

Advertisement conveys Indian youth’s sentiments and

their desire.

The story board of adverts, feature kids in adult

situations (context to adult voice over's), like a beauty

parlor, a cafe, and an office.

The Hinglish language & the happening places is the

heart of No Kidding, No Worries advertisement series.

The creative director succeeds to keep KOOLNESS of

Brand Flip kart.

Page 25: Brand Management on Brand Flipkart
Page 26: Brand Management on Brand Flipkart

Should start its own courier service to save expenses.

Tie up with niche brands.

Advertise more in Tier II cities by hoarding and print media and Transit advertising.

If affordable use movie plex advertising.

International expansions

Sub product category expansion in Tier II International cities (Bangladesh, Thailand, Malaysia and more)

Starting with a new marketing program on giving away complimentary products on high price/quantity purchase by a particular frequent user.

Creation of a membership card for frequent users.

Page 27: Brand Management on Brand Flipkart

Sell reference books and magazine for Indians

residing in foreign countries.

Subscriptions on fortnightly magazines at

Flipkart.com in books category.

Sell Musical instruments in Music category.

Starting with a new category in “spices” especially

for the people residing in foreign countries.

Like Motorola, tie up with major south east Asian

electronic brands for exclusives – (Oppo, One+ &

more)

Page 28: Brand Management on Brand Flipkart

Abhishek Shah – Marketing Strategy

Ankur Desai – Brand Effectiveness

Anie Noorish Shaikh – Recommendations /PPT

Gautam Solanki – Positioning Strategy

Kapil Vyas – Brand Elements

Mehak Judge – Communication Programs/Secondary

Associations

Priyal Gala – Relationship Marketing

Ronak Kakkad – Capitalisation/Brand Equity

Sayali Chouk – Marketing Communications Materials