brand management on brand flipkart
DESCRIPTION
Particulars - KEEPING Flipkart in mind - Brand Elements - Relationship Management - Marketing Communications - Capitalization - Brand Equity - Communication Programs - Marketing Mix - Secondary Associations - Positioning Strategy - TVC'S -TRANSCRIPT
(Brand Management)
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
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
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.
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.
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.”
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
Engaging
Advertising
on social
media
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
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.
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
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.
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.
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.
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.
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:
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.
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.
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.
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.
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.
“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.
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.
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)
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