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On Integrated Marketing Communications

The document compares and contrasts the integrated marketing communication strategies of five major Indian e-retailers - Amazon, Flipkart, Myntra, Jabong, and Homeshop18 - over the last two years. It discusses each company's approach to advertising, social media marketing, public relations, direct marketing, and other techniques. For example, it notes that Flipkart heavily relies on advertising, runs campaigns on social media, and aims all its communications to reach customers at every touchpoint. The document provides a high-level overview of the various marketing strategies employed by these major online retailers in India.

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Tushar Varshney
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149 views36 pages

On Integrated Marketing Communications

The document compares and contrasts the integrated marketing communication strategies of five major Indian e-retailers - Amazon, Flipkart, Myntra, Jabong, and Homeshop18 - over the last two years. It discusses each company's approach to advertising, social media marketing, public relations, direct marketing, and other techniques. For example, it notes that Flipkart heavily relies on advertising, runs campaigns on social media, and aims all its communications to reach customers at every touchpoint. The document provides a high-level overview of the various marketing strategies employed by these major online retailers in India.

Uploaded by

Tushar Varshney
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPSX, PDF, TXT or read online on Scribd
You are on page 1/ 36

COMPARE & CONTRAST INTEGRATED MARKETING COMMUNICATION

STRATEGIES OF FIVE E-
RETAILERS
IN LAST TWO YEARS FOR MARKET

Presented To – Prof. Sunita Chowdhury


GL Bajaj Institute Of Management & Research. PGDM Institute
Presented By

Shashwata Choudhury Vanshika Aggerwal Astha Saxena


Presented By

Tushar Vershney Ankit Singh


Amazon
Vast selection. Best prices. 100% Purchase protection

FlipKart
Flipkart, 'India ka Fashion Capital'

Today’s Myntra
Online Shopping Site for Fashion & Lifestyle in India.

Content Jabong
Jabong.com was an Indian fashion and lifestyle e-
commerce portal 

Homeshop 18
Homeshop18 is one of the best and trustworthy online
shopping platforms
Lets Start
Integrated marketing
communications can be
defined as the process
used to unify marketing
communication elements,
What is Integrated such as public relations,
social media, and
Marketing advertising, into a brand
message that remains
Communication ? consistent across distinct
media channels.
IMC OBJECTIVES

WHAT ARE THEY ALL ABOUT:


ONLINE MARKETING CHANNELS
 
 Send you mails on new deals based on
recent searches and purchased items.
 Build a lot of credibility by letting
people post reviews on anything they
have purchased.
 Amazon prime and two-day shipping is
a big part of their marketing objective.
CREATIVE ANGLE AND APPEAL

CREATIVE ANGLE APPEAL


1. Innovative 1. Humor
2. Clean 2. Novelty
3. Modern
 
 
https://www.youtube.com/watch?v=iNxvsxU2rJE
 DESIGN
 Have virtually distinct advertisements
 Clear visible border or high contrast
 Created to be engaging to customers rather than
distracting ADVERTISING
 
 STRATEGY
DESIGN AND
 Have simpler messages, so the customer can STRATEGY
easily understand it.
 Focus on having a clear message.
 Use emotion-evoking images to try and connect
with the customer.
 
IMC STRATEGIES OF
FLIPKART
ADVERTISEMENT IS THE MOST IMPORTANT
TOOL.

 Flipkart has wisely used this element to boost


 Their business to a peak level.
 https://www.youtube.com/watch?v=-
g2rcbA9SHQ&t=21s
 Focuses on every single touchpoint their
Customers are present at.
One of the notable and more recent
collaborations being with Ranbir Kapoor &
Alia Bhatt on “#IndiaKaFashionCapital.”

INFLUENCER MARKETING,
CELEBRITY ENDORESEMENT
Other Advertising Strategies

TWITTER FLIPKART COVID


STRATEGY STRATEGY
They keep running mini-campaigns from
time to time like #SareeTwitter
Flipkart started a no Contact
Apart from fun campaigns, Flipkart has
24*7 available Customer Support Delivery process
System on Twitter where they address #FlipkartForIndia,
complaints and queries of their
customers.
FLIPKART AFFILIATE MARKETING
SEO- Every time someone
searches for a product,
Flipkart appears among the
top 2 Results.
Myntra
An amalgamation of creatively charged IIT youngsters’ i.e. Mukesh Bansal, Ashutosh lawania and vineet saxena established Myntra in the
year 2007. It began its operations in B2B (Business to Business) segment with customized product. Myntra happened to be India’s first
online portal for personalized merchandise and was the most successful

- Myntra is positioned as an online fashion and lifestyle shop in the minds of people which especially cater upper middle to affluent class. It
will push the fashion quotient even further and highlight myntra as a unique style and personality brand.

 It has used social networking sites to expand the customer base.

 Positioned itself as a fashionable new age brand.

 Viral marketing to increase the popularity coupled with discounts and referral discounts.

 Cross campaigns through emails, cinemas and homepage.

 Above the line advertisements.

 Doesn’t sell DEEPLY DISCOUNTED PRODUCT.brand in aforesaid segment.


Write your topic or
idea
ADVERTISEMENTS - The challenge for the advertisements is to
communicate the unique benefits myntra.com offers by transposing
those advantages on real life shopping and to educate and captivate the
audience on the positives of what the realm holds. They lately came up
with an outdoor campaign named “shop online” to spread awareness
about the brand and to showcase the gazillions of national and
international brands being retailed under one banner.
Myntra came up with Television commercial lately which is Above-The-
Line advertising. The first TVC ad was created by Taproot India with the
theme “Real life mein aisa hota hai kya?” highlighting the various
benefits of online shopping like free home delivery, cash on delivery and
30 day return policy. Myntra also unfurled OOH (out of home)
campaign to build awareness
Jabong.com is one of the most successful Fashions and Lifestyle portal in
India. It retails apparel, footwear, accessories, beauty products, fragrances, home
accessories and other fashion and lifestyle products. Portal Started operating in
Jan 2012 and brand was awarded as ‘Most Impactful Launch of the year’ at ‘Pitch
Brands 50 Awards 2013. Revenues in 21 months are estimated at  100-150
Million USD i.e. 611.6 – 917.4 crore rupees in 21 months i.e. 29-43.7 crore
rupees per month. According to its founder Arun Chandra Mohan, the website
currently receives approx 16000 orders per day.

They use digital to enhance our transactions and revenues and social media to
increase engagement. Offline media are used to generate awareness in small
towns and cities,”
Jabong conveys the message of being the ultimate fashion portal with largest and widest assortment of
fashion and lifestyle products, and of being the ‘Google’ destination for it. To deliver the message, the
fashion and lifestyle portal usually banks on the style factor exhibited in movies.
Bollywood being a passion in India, associating Jabong with a movie and its style element can be
called a strategically correct move. The portal recently associated itself with Ranbir Kapoor – Deepika
Padukone starrer ‘Yeh Jawaani Hai Deewani’. The film’s merchandise was released on the website, not
only increasing traction on the website but also leading to Jabong’s cross promotion with the film.
HomeShop 18
Conversations Through Social Media

Tweeter Facebook Instagram


The HomeShop18 is India's leading 10.9k Followers, 0 Following,
latest Tweets from HomeShop18. digital commerce platform - 1996 Posts -
com Deals present on TV, web and See Instagram photos and
(@HomeShop18Deals) mobile. ... HomeShop18 operate videos
s a leading digital commerce from HomeShop18 (@homesho
platform in India p18)
Advertisement, Public Relation,
Social Media Marketing Personal Selling
a notice or Personal selling is also
announcement in a public known as face-to-face
medium. selling
Conclusion

Direct Marketing, Mobile Marketing,


Sells Promotion Direct Selling
a form of communicating a multi-channel online
an offer, where marketing technique
organizations focused at reaching a
communicate directly to a specific audience
pre-selected customer
Thank You
Any Question ?
Reference
 https://www.indianretailer.com/news/HomeShop18-extends-its-More-for-Consumer-strategy
.n500/
 https://www.indiaretailing.com/2014/08/12/retail/at-homeshop18-we-are-seeing-healthy-gr
owth-in-all-categories/
 https://www.talkwalker.com/blog/flipkart-marketing-strategy
 https://www.omniaretail.com/blog/the-strategies-behind-amazons-success
 https://www.inc.com/marc-emmer/with-these-7-strategies-amazon-will-dominate-any-mark
et.html
 https://www.mbaskool.com/marketing-mix/services/17299-jabong.html#:~:text=Jabong%20
Promotion%20%26%20Advertising%20Strategy%3A,increase%20engagement%20with%20its
%20customers
.
 https://imapro.in/agency/e-commerce-giant-jabongs-facebook-marketing-strategy-unveiled/

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