1. SEGMENTATION& MARKET LEADER STRATEGIES
FLIPKART
SEGMENTATION& MARKET LEADER STRATEGIES

2. INTRODUCTION
Flipkart is a private company founded by Binny Bansal and Sachin Bansal. Established in the year 2007
has an employee count of more than ten thousand.
Its slogan, ‘The Online Megastore’ is very apt and popular.
 it has its headquarters in the Garden City of Bangalore in Karnataka.
It is owned by a Singapore based company and is registered over there. According to India’s foreign policy, a foreign company is not allowed e- retailing over here. Therefore, in India, Flipkart sells the merchandises through an Indian company WS Retail.
Flipkart also provides its own platform to other companies who are interested in selling their goods.

3. The website is very easy and hassle free.
Browsing, keeping track of products, getting reviews, ordering goods and payment methods are very convenient for the individuals.
 Flipkart started its venture with an investment of just INR 400,000, today its net worth is nearly 1billion dollars as its sales are increasing day by day
Flipkart uses its in-house logistics (FKL) as well as third party logistics (3PL) services as the logistics is one of the most important for a success of any ecommerce venture.
Along with the logistics, reverse logistics of Flipkart is also well developed with a 30 day return policy and flipkart bearing courier charges for returned products
WS Retail a pet project of Flipkart now handles the inventory and warehouse management.
Flipkart has continued to fare very well in terms of the delivery time because of their developed supply chain management and dedicated customer support team to ensure customer delight
Flipkart’s merchandising section (including Myntra) as well as its electronics segment is a Star in the BCG matrix

4. Facts
Leading E-commerce giant of India, Flipkart have 75 million registered users.
who had helped the company to achieve 5 billion dollar GMV (Gross merchandise value) of sales in FY15.
GMV is the indicator of performance of the company in terms of Total value of merchandise sold by the company during the period.
Mission- “Ab har wish hogi poori!!”
Vision- “Not Available”
Tagline-“Flipkart Matlab bilkul pakka”

5. Growth At Flipkart Flipkart had a revenue of 4 crore in FY 2008 – 2009
and the revenue for FY which ends on 31 Mar 2012 is expected to be
500 crore.
This is indeed a massive growth

6. Competitors Some of the company’s key competitors are: Snap Deal e bay
Naaptol
HomeShop18
Jabong
Yebhi
amazon
Indiaplaza
Infibeam
Letsbuy
Myntra

7. Promotional Activities
Flipkart has changed the concept of multi brand retailing of products through internet in India. Its huge success has proved to be an inspiration for other companies.
It operates mostly through mouth advertising. The satisfied customers have been their best promoters.
To have a firm grip on the online world Flipkart has used the services of Google Ad-words and SEO.  These marketing tools have made them household names.
Downloading the exclusive app of Flipkart helps in getting alerts about the current offers, order status, price drops, recent launches and various gift coupons

8. Ad Campaigns
 Their first campaign was shown on TVC with the concept that books can be delivered with just a single click
Recently an ad has been launched to increase the social visibility where the tag line is “No Kidding No Worries”.

9. Launching Mi3 Xiaomi Products
On May 13,‘Moto E’was launched at the same site triggering the same response. 
Continuing this success story Flipkart in a tie up with Xiaomi Techintroduced ‘Xiaomi Mi3’ on its platform.
In the first phase on22nd July all the phones were sold in just 39 minutes
and in the 2nd phase on 29th July the sold out was complete in only 5 seconds.
On 5th August the sale was completed in just 2 seconds.

10. MARKET SEGMENTATION
The process of defining and subdividing a large homogenous market into clearly identifiable segments having similar needs, wants, or demand characteristics. Its objective is to design a marketing mix that precisely matches the expectations of customers in the targeted segment. Few companies are big enough to supply the needs of an entire market; most must breakdown the total demand into segments and choose those that the company is best equipped to handle. The four basic market segmentation-strategies are based on
GEOGRAPHIC SEGMENTATION - CATERS TO TIER 1, TIER 2 AND TIER 3 CITIES
DEMOGRAPHIC SEGMENTATION - 75% of online users between the age group of years.  Flipkart targets mainly the youth of the country,
BEHAVIOURAL SEGMENTATION – Web friendly people.
PSYCHOGRAPHIC SEGMENTATION – Flipkart concentrates on more Psychographic, which helps in deciding where to display ads online  They target online shoppers and people who don‘t online shop (thus TVC to encourage them)

11. CATEGORIES OFFERED

12. DIGIFLIP
It has recently launched its personal product range called “DigiFlip”. Under this brand, it offers products like computer accessories, camera bags, headphones and pen drives. In July, Flipkart introduced its own tablet phones and networking router under its personal range “DigiFlip”

13. YOUR WALLET
allows shoppers to purchase credit to their Flipkart account using creditor debit cards, and can subsequently be utilized to make purchases on the site, as and when required.

14. Innovative Ad Campaigns

16. STRENGHTS  Top Indian ecommerce portal
 Diversified into electronic goods
 Two VC investment to build its own delivery system thereby reduce delivery time
 Cash on delivery which is making 60% of its income  Industry condition: very high potential
 Investor‘s trust
 Services and warehousing
 Payment options
 Established brand

17. Marketing
Word of mouth (initial marketing even now they want to satisfy customer so they come back for more)
 Good use of SEO
 ―We DO NOT sell old books or used books. All the books listed at Flipkart.com are new books. The books listed at Flipkart.com are NOT available for free download in ebook or PDF format
‖  Thus when you search free ebooks or pdf books old or used books flipkart will be displayed.
 Good use of SEM
 Ads at proper places and use pay per click to pay for ads  Very easy web interface
 Payment convenience

18. Marketing
Cash/card on delivery – there by encouraging students and people with no credit/debit card to purchase in flipkart, with mobile internet penetration there is chances of capturing rural market (60% revenue by COD)
EMI –by targeting price sensitive customers
Wallet – customer can recharge money online and purchase then and when needed those entering details always is rectified, target heavy purchase and luxury customer
Customer conversion rate is so high more than 70%
Personalization of the user page
Product recommendation with your previous purchases

19. Product features
Website is great, easy to use, easy to browse through theproducts, add products to wishlist or to a cart, get productreviews and opinions, pre-order products, make convenientpayments using different methods and better Search EngineOptimization.
 Quality level of the products is absolutely fine E.g., If we take thequality of books available in Crossword and Landmark is sameas the quality of books ordered by Flipkart.com.
 Products are packed in such a way that they are Tamper proof,weather proof and breakage proof.
 Product line on Flipkart.com have warranties as promised by thebrand of the product if applicable. E.g., Bajaj MX WattsIron with 2 Years Bajaj India Warranty and extra paid warranty forthe particular brand is available if applicable.

20. Competitive strategies
In a highly competitive E-commerce market of India. companies are finding it hard to differentiate their offering from others.
Flipkart have gained several competitive advantages over others:
They have acquired companies like Myntra, Jabong, Appiterate, Letsbuy, Mine360, chakpak.com, weread and the latest one being UPI-based payments start-up PhonePe.
These companies are helping it in enhancing its functional capabilities.
Founders are Ex-Amazon employee so they have the required know how of e-commerce.
Flipkart had received $700M of funding last year after which its valuation gone to $15 billion.
It has a fantastic positioning in the mobiles and small appliances segment. 

21. BIG BILLION SALE
Flipkart has announced Monday, October 6, 2014 as the 'Big Billion Day‘. The online shopping website claims that its customers will be offered ‘big discounts’on October 6.
The company has also made sure that its online ads connect to the Indian audience.
It gave out punch lines like “India loves everything big- big moustache, big weddings, big cars etc
In another online ad, it mentioned that its sales are bigger than garba and kumbh mela, which hits the cultural string of India.