Project Report

On

“A Study on Marketing
Strategy of Myntra”

1
 Declaration

I declare that this written submission represents my ideas in my own

words and where others’ ideas or words have been included, I have
cited and referenced the original sources. I also declare that I have
adhered to all principles of academic honesty and integrity and have
not misrepresented and fabricated any data in my submission. I
understand that any violation of the above will be cause for
disciplinary action by the institute and can also evoke penal action
from the sources which have thus not been properly cited or from
whom proper permission has not been taken when needed.

SHIPRA TANWAR
ROLL NO. 235045010035
M.COM 1st Year

2
 ACKNOWLEDGEMENT

I am using this opportunity to express my gratitude to

everyone who supported me throughout the course of this
M.Com project.

I am thankful for their aspiring guidance, invaluably

constructive criticism and friendly advice during work. I am
sincerely grateful to them for sharing their truthful and
illuminating views on a number of issues related to the
project.

I express my warm thanks to DR.RAJESH AGGARWAL

and my internal guide Prof. DR.HANSRAJ SIR and all the
faculty members of M.Com for their support and guidance.

Sincerely,

SHIPRA TANWAR
ROLL NO. 235045010035
M.Com 1st Year

3
4
 CERTIFICATE

This is to certify that SHIPRA TANWAR Roll no.-235045010035

student of M.S. UNIVERSITY, SAHARANPUR have successfully
completed their Dissertation on “A STUDY ON MARKETING
STRATEGY OF MYNTRA for partial fulfilment for the requirement
of the MASTER OF COMMERCE(M.COM).

This is her original work and has not been submitted elsewhere.

DR. RAJESH AGGARWAL DR. HANSRAJ SIR

HOD-M.COM Project Guide

5
 CONTENTS

CHAPTER-1

 INTRODUCTION
 OBJECTIVE OF THE STUDY
 SCOPE OF THE STUDY
 METHODOLOGY OF THE STUDY
 RATIONLE OF THE STUDY
CHAPTER-2

 COMPANY PROFIE
CHAPTER-3

 THE0RITICAL BACKGROUND
CHAPTER-4

 DATA ANALYSIS & INTERPRETATION

CHAPTER-5

 FINDINGS
 SUGGESTION
 CONCLUSION
 BIBLIOGRAPHY

6
 CHAPTER -1

INTRODUCTION :
Myntra is a one stop shop for all your fashion and lifestyle
needs. Being India's largest e-commerce store for fashion and
lifestyle products, Myntra aims at providing a hassle free and
enjoyable shopping experience to shoppers across the country with
the widest range of brands and products on its portal. The brand is
making a conscious effort to bring the power of fashion to shoppers
with an array of the latest and trendiest products available in the
country.

Supply chain management (SCM) is the management of a network

of interconnected businesses involved in the ultimate provision of
product and service packages required by end customers (Harland,
1996). Supply chain management spans all movement and storage
of raw materials, work-in-process inventory, and finished goods
from point of origin to point of consumption (supply chain). Myntra
was established by Mukesh Bansal, Ashutosh Lawania and
Vineet Saxena in February 2007. Myntra’s headquarter is in
Bangalore, with regional offices in New Delhi, Mumbai and
Chennai. It began its operations in the B2B (business to business)
segment with the personalization of gifts, which included: -
clothing, footwear, cosmetics in 2010, the company shifted its
strategy to becoming a B2C (business to customer) oriented firm,
expanding its catalogue to fashion and lifestyle products.

7
Myntra.com is ranked among the top 10 e-commerce companies in
India. In the last 3 years, Myntra has become the most popular
destination for personalized products in the country. Myntra.com is
into the e-commerce (online shopping) business. It is an online
retailer of fashion and lifestyle products in India. It began its
operations in the B2B (business to business) segment with the
personalization of gifts, which included: - clothing, footwear,
cosmetics in 2010, the company shifted its strategy to becoming a
B2C (business to customer) oriented firm, expanding its catalogue
to fashion and lifestyle products. Myntra.com is ranked among the
top 10 e-commerce companies in India. In the last 3 years, Myntra
has become the most popular destination for personalized products
in the country. • Myntra pioneered the personalization of sports
jerseys and offered sports jerseys of several cricket and football
teams such as Team India, IPL & FIFA. These jerseys could be
personalized with a name and number of the customer’s choice.

Online advertising, also called online marketing or Internet

advertising is a form of marketing and advertising which uses the
Internet to deliver promotional marketing messages to consumers. It
includes email marketing, search engine marketing (SEM), social
media marketing, many types of display advertising (including web
banner advertising), and mobile advertising. Like other advertising
media, online advertising frequently involves both a publisher, who
integrates advertisements into its online content, and an advertiser,
who provides the advertisements to be displayed on the publisher's
content. Other potential participants include advertising agencies
that help generate and place the ad copy, an ad server which
8
technologically delivers the ad and tracks statistics, and advertising
affiliates who do independent promotional work for the advertiser.

Online advertising is a marketing strategy that involves the use of

the Internet as a medium to obtain website traffic and target and
deliver marketing messages to the right customers. Online
advertising is the use of internet as an advertising medium where
promotional messages appear on a computer screen. Since the
communication software or the browser reveals sufficient
information about the site’s visitors, online advertising can be
custom-tailored to match user preference. Many common online
advertising practices are controversial and increasingly subject to
regulation.

OBJECTIVES OF THE STUDY :

To find out the mode by which the customer became aware of

myntra.com
• To reveal the satisfaction level of the customer
• To improve the services provided by the company for motivating
the customer
• To analyse the customer perception regarding the price of the
products
SCOPE OF THE STUDY :
Finding out the strengths and weakness of the Myntra. COM
• Finding the number of future purchases
• Finding the customer satisfaction and their means of awareness
of Myntra.com
• Finding the position among the competitors
9
• Finding out the perception of the customers about Myntra.com
• The main target is stronger supply chain and aggressive
acquisitions.

METHODOLOGY OF THE STUDY :

The data used for the present research work is secondary data.
The data were collected from the official website of Myntra and
another website. The relevant literature was gleaned from books,
website and magazines.

RATIONLE OF THE STUDY :

The rationale of the study is to analyse different marketing strategies

of Myntra to obtain a better understanding of market needs and to
more completely satisfy them. Companies that develop effective
marketing strategies achieve high sales volumes at the desired profit
margins.

10
 CHAPTER -2

COMPANY PROFILE

Company Name -Myntra

Founder – Mr. Mukesh Bansal
Myntra is an Indian fashion e-commerce marketplace company
headquartered in Bengaluru, Karnataka, India. The company was
founded in 2007 with a focus on personalization of gift items. By
2010, Myntra shifted its focus to the online retailing of branded
apparel. In May 2014, Myntra.com acquired by Flipkart to compete
against Amazon which entered the Indian market in June 2013 and
other established offline retailers like Future Group, Aditya Birla
Group and Reliance Retail. Established by Mukesh Bansal along
with Ashutosh Lawania and Vineet Saxena, Myntra was in the
business of on-demand personalization of gift items. It mainly
operated on the B2B (business-to-business) model during its initial
years. Myntra tied up with various popular brands to retail a wide
range of latest merchandise from these brands .

11
 HISTORY OF MYNTRA
Myntra.com, an Indian e-trade organization of design and casual
lifestyle items, had it headquarter situated in Bangalore. Built in
2007 by Mukesh Bansal alongside Ashutosh Lawania and Vineet
Saxena, Myntra was in the trade of on-demand personalization of gift
items. It basically worked on the B2B model amid its introductory
years. By 2010, Myntra moved its centre to the web retailing of
branded clothing. Somewhere around 2007 and 2010, the online
entrance permitted clients to customize items, for example, T-shirts,
mugs, mouse cushions, timetables, watches, teddy bears, pendants
and so forth. After just 3 years, Myntra turned into India's biggest
personalization stage with more than half of the market share. In
2011, Myntra extended its index to incorporate style and way of life
items and moved far from personalization. Myntra tied up with
different well-known brands to distribute an extensive variety of
most recent stock from these brands. Myntra offered items from 350
Indian and International brands by 2012. Myntra likewise had easy
going wear for men and ladies. The site saw the dispatch of Fastrack
watches and of Being Human, the brand. In May 2014, Myntra.com
converged with Flipkart to contend with Amazon which entered the
Indian market in June 2013 and other established offline retailers like
Future Group, Aditya Birla Group and Reliance Retail .In 2014,
Myntra's portfolio included around 1, 50,000 results of more than

12
 1000 brands extending from worldwide brands to designer brands
and diffusion zone of around 9000 pin codes in India.

phones which could be a conceivable thought process with reference

to why it has wandered totally into smart phones. Pros/cons-Traffic
from the smart phone application may have developed from about
zero to 70% in the space of one year however that didn’t essentially
imply that desktop traffic had declined. So, while mobile activity
may have been developing really fast, it was quite possible that
desktop traffic had additionally stayed stable if not expanding. The
other real reason that Myntra decided to clarify the move was the
potential for the cell phone to offer a more customized affair for the
customer.

Value proposition

Myntra's value proposition revolves around giving consumers the

power and ease of purchasing fashion and lifestyle products online.
Offerings such as the largest in-season product catalogue, 100%
authentic products, cash on delivery and 30-day return policy make
Myntra, the preferred shopping destination in the country. To make
online shopping easier for you, a dedicated customer connect team is
on standby to answer your queries 24x7.

Mission: Use technology to democratize fashion & lifestyle and

help people look good. Myntra is a meritocratic, non-hierarchical
and fun workplace. Our employees are empowered with a high
degree of ownership and accountability.

13
Vision: To make the world a more stylish, colourful and happier
place.

14
Leading fashion and lifestyle brands came together under one roof
to discuss the future of fashion commerce in India. The theme of
the Summit, ‘Leveraging Technology to Build the Future Platform
for Fashion’, brought together over 450 leading fashion and
lifestyle brands to discuss the future of fashion commerce in India:

Innovation, Trends and the Role of Technology in driving the

same.

15
Mukesh Bansal addressed key issues that will define fashion in
times to come. Besides the mobile device which will enable fashion
portals to address the unique needs of each customer, Big Data will
also play a big role in enhancing the fashion experience through
image sensing, demand predictions, and analytics-based
recommendations. Bansal also spoke about social commerce,
namely making online fashion a more social phenomenon and the
launch of the Myntra App Version 2.0.

USP of Myntra.com
User Experience (UI & Customer Support)
Original Products (WS Retail)
Genuine Feedback & Rating

Exchange Policy....

16
 SWOC Analysis

Strength: -
• Serving markets through internet requires less infrastructure
setup.
• Fast delivery at low cost from dedicated warehouses.
• Having a sound infrastructure funded by venture capitalists
which is sufficient to
• reach out any part of the country.
• Dedicated client services through backend services by
deploying 24 hrs. call centre.

Weakness: -
• Not much penetration of internet in the country.
• Sports not taken much seriously in India.
• Customers always like to get a feel of the product before
buying.
• Has to win the faith of the customers first regarding the
delivery of the product

Opportunities: -

• Untapped marketing platform.

• Growth in interest of Indians towards fashion and lifestyle.
• Dealings directly with suppliers which gives good margins in
the country.
17
Challenges: -
• Unable to handle the increase in the volume of call traffic
• Mass reach-out was becoming difficult due to technical
glitches
• Low business productivity
• Deteriorating levels of customer satisfaction

18
 Chapter-3

Theoretical Background

Marketing Strategy of Myntra :

Myntra is an Indian e-commerce company of fashion and casual

lifestyle products, headquartered in Bangalore, Karnataka. The
company was founded in 2007 by Indian Institute of Technology
graduates Mukesh Bansal, Ashutosh Lawania and Vineet Saxena
with a focus on personalization of gift items. By 2010, Myntra
shifted its focus to the online retailing of branded apparel.

In May 2014, Myntra.com merged with Flipkart to compete against

Amazon which entered the Indian market in June 2013 and other
established offline retailers like Future Group, Aditya Birla Group
and Reliance Retail. Today, Myntra is a one stop shop for all our
fashion and lifestyle needs. Being India 's largest e- commerce store
for fashion and lifestyle products.

The e-commerce market is an increasingly fragmented market,

Myntra has chosen its niche carefully - it sells the latest and most
popular fashion merchandise online. Its focus is on building rich
catalogues which consumers can use to pick their products. This has
worked like a charm. During the last cricket World Cup, it sold over
20,000 Team India jerseys. Myntra delivers within 48 hours on
average, but it had reduced it to less than 24 hours with a strong
warehouse and a smoother supply chain.
19
Revenue :
Myntra is an aggregator of many brands. Its business model is based
on procuring current season merchandise from various brands and
making them available on the portal at the same time as the retail
stores. All these products are offered to customers on MRP. It is a
Business to Customer (B2C) revenue model. Customers and
Suppliers: Myntra tied up with various popular brands to retail a
wide range of latest merchandise from these brands. Myntra offered
products from 350 Indian and International brands by 2012. Myntra
also had casual wear for men and women from brands. The website
saw the launch of Fasttrack watches and of Being Human.

Success Factors of Myntra:

• Hybrid logistics model.
• Aligned its goals and metrics towards its vision since
Inception i.e., being India’s largest online lifestyle products
retailer.
• Keeping a vigilant eye on the consumer experience front.
• Utmost care on supply chain management.
• Rigorous hiring and evaluation criterion for employees and
delivery agents with high delivery experience.

Customers were infused with an idea that whenever they wish to buy
any apparel, footwear or any other fashion and lifestyle item, they
should think of Myntra first.

20
Offering great deals, exclusive sale offers for the day, coupons etc.,
which enables customer ends up buying the product at Myntra when
finds product at reasonable rates.

Marketing Strategy - Tie-ups with celebrities through associations

with movies and events as they represent fashion sense.

Myntra Marketing Mix (4Ps) Strategy

Marketing Mix of Myntra analyses the brand/company which

covers 4Ps (Product, Price, Place, Promotion) and explains the
Myntra marketing strategy. There are several marketing strategies
like product/service innovation, marketing investment, customer
experience etc. which have helped the brand grow.

Marketing strategy helps companies achieve business goals &

objectives, and marketing mix (4Ps) is the widely used framework
to define the strategies. This article elaborates the product, pricing,
advertising & distribution strategies used by Myntra.

Let us start the Myntra Marketing Mix & Strategy:

Myntra Product Strategy:

The product strategy and mix in Myntra marketing strategy can be

explained as follows:

Myntra is an online retailer of branded apparel and products which

sells online through its website and apps. What started off as a
platform for personalization of gift items, today has grown into an
21
e-commerce fashion stop with more than 2000 international and
domestic brands on its product catalogue. Myntra as a product
offering in its marketing mix offers a platform for buyers and sellers.
Myntra also provides various add-on online shopping services like
free home delivery, easy exchange and returns and cash on delivery.
Myntra has recently launched a new service wherein the user can try
clothes before buying them. Apart from providing e-tailing services
and selling products for other brands online, Myntra also has a
varied line of in-house branded products. With brands like Roadster
in jeans and casual wear, Anouk in women ethnic wear and Dress
berry in women western wear segment, the company is making
fashion accessible to youth at affordable prices and fulfilling its key
service proposition of “Convenient shopping experience at an
affordable price”. Myntra also collaborates with celebrities to come
up with fashion labels inspired by them, for e.g. Deepika Padukone’s
All About You in women ethnic and western wear and Hritik
Roshan’s HRX in sportswear.

Myntra Price/Pricing Strategy:

Below is the pricing strategy in Myntra marketing strategy:

Myntra is present in an extremely competitive environment and

hence has focuses on competitive pricing.

Although Myntra sells branded products, it follows a heavily

discounted pricing model. The discounting is done to attract more
customers and create a loyal userbase. Myntra also organizes
shopping festivals named End of Reason Sales in which goods are
22
sold at 60-80% discounted price. This discounted model has been
augmented by tech-led pricing in recent years using Myntra’s in-
house software and algorithms. This pricing model dynamically
prices the products based on various data from the usage pattern and
search history of customer and hence, is known as dynamic pricing
model. The pricing of in-house labels is done competitively, still it
costs the consumer around 20-25% cheaper. Moreover, Myntra
Original brands give a margin of 60% to the company, as compared
to 35-40% offered by third party brands

Myntra Place & Distribution Strategy:

Following is the distribution strategy of Myntra:

Myntra is an online marketplace, so the customers make buying

decisions after interaction with the app or website. Every detail of
each product is mentioned in a structured catalogue which is easily
accessible to the user. Once the customer decides and pays online,
an order is placed. The order processing starts and the nearest
warehouse to the customer is located, after which the product is
packed and dispatched to the customer via Myntra logistics.
Customers can even opt to pay cash on delivery. Myntra has recently
started using geo-tagging technology so that it can locate and access
the inventories of 10 of its partner brands from their warehouses.

Myntra is planning to reduce both shipping cost and time by using

this technology and dispatch products to customers from the nearest
possible location.

23
Myntra Promotion & Advertising Strategy:
The promotional and advertising strategy in the Myntra marketing
strategy is as follows:

Myntra uses both traditional and digital medial to promote itself in

its promotional activities in its marketing mix. From full page End
of Reason Sale ads in newspapers to celebrities doing their Diwali
shopping on Myntra in the TV commercials, it has leveraged the
traditional channels in a creative and effective way. On digital front,
the company is leaving no stone unturned and uses latest
technologies like AdSense to give customized marketing to the
consumer. Social media platforms like Facebook, Instagram,
Pinterest and Twitter play a very vital role in Myntra’s promotion
strategies. The importance of social media in Myntra’s marketing
strategy is reflected by the fact that it joined Facebook in back in
2007 when it was founded and has more than millions of followers
now. Apart from this, the company also keeps launching various
promotional offers regularly on its website. Customers are sent
promotional emails and notified through customized in-app
notifications about the exclusive offers they can avail on Myntra.

Since this is a service marketing brand, here are the other three Ps
to make it the 7Ps marketing mix of Myntra.

24
People:
Myntra, being an ecommerce services company, has a strong people
policy. Online shopping portal is a relatively low contact service but
that does not diminish the importance of Myntra’s workforce at all.
The employees are a big part of delivering its promise of excellent
and on-time service to its customers. Myntra is a young company
which is in growing phase, therefore talent retention and acquisition
is a major challenge for it. Myntra clearly states its employment
policies on website and looks for high achieving individuals with
passion, energy and drive to learn and excel. It follows fun at work
philosophy and tries to make the work environment exciting for
employees. Myntra has also won Trendsetting Workplace Award for
its high-end mall like workplace having live video ramps, gaming
zones, comic con and much more. It also gives highly competitive
pay package to its employees in order to decrease attrition rate and
retain talent.

Physical Evidence:
Myntra’s service excellence is extremely well known and trusted
across the nation. It is most famous among young females. Its happy
and loyal customer base is the biggest physical evidence of its
service. As of December 2016, Myntra had a monthly userbase of
13 million. Even the service design is such that customers can easily
put their faith in the company. Free shipping, cash on delivery and
30-days return policy with no questions asked help foster good
relations with the customer and prove that the services of Myntra
25
are 100% trustworthy. The success of this strategy is reflected in the
fact that the return rate of fashion products on Myntra is
approximately 20%. This shows that the return procedures are so
easy and trustworthy that even after returning, almost all the
customers come back to shop on Myntra.

Process:

The process of Myntra is at the core of its success so far. From

shopping, to payment, to delivery, everything is a well-defined and
structured process which makes it easier to identify the fail points
and be ready for remedial action if required. Once the order is
placed, advanced technologies like geo-tagging are used to locate
the nearest warehouse to the customer and then order is shipped
through in-house Myntra logistics. Meanwhile, all of this process is
made transparent and visible to the customer as he can access the
tracking information of his shipment on his phone and know exactly
when and where his package is. Operations is the heart of any e-
commerce business and Myntra is a pioneer in merging technology
into it to achieve new levels of excellence. Hence, this concludes the
marketing mix of Myntra.

Social Media Strategy

This review is a part of our ‘Social Media Strategy Review’ series

where we do a 360-degree analysis of a brand’s entire social media
activity.

26
 Platform-wise Strategy Facebook

The Myntra Facebook Page is one of the few eCommerce brand

pages from India which have more than a million members in their
community. But even with a million people, I find the engagement
to be a downer. And the blame goes to the content strategy. There
are daily 3-4 updates (mostly 3) and there’s only one
generic/engaging update while the rest are self-promotional. While
I can’t say if the self-promotional updates are generating sales or
not, but they are definitely affecting the engagement rate of the page.

And the lower the engagement, the lower the reach. So, in effect,
they will be lowering the reach of their self-promotional updates as
well.

There has to be a fine balance between engaging and ‘sales’ content

but right now, the scale is leaning on the wrong side.

Pinterest

A regularly updated Pinterest account shares all the latest trends

from fashion and style. From celebs to fashion bloggers and latest
trends, everything is shared here.

They are building a fairly good community here and it will hugely
popular as Pinterest keeps on gaining ground.

Google Plus

Myntra adopted Google Plus as soon as Google opened the platform

for brands and business early last year. Studying their updates, they
27
were fairly active for the following 6-7 months and since then, the
brand has stopped updating on Google Plus.

While they do have more than 1500 people in their ‘Circle’,

engagement is lacking. While part blame goes to Myntra’s self-
promotional content strategy, we all know the Google Plus is yet to
prove itself as effective as Facebook & Twitter for brands.

YouTube
The YouTube channel was created a year ago but there is not enough
content to be found here. There are some TVCs and some other self-
promotional (again!) videos.

For a brand that deals with fashion, they could have added so much
fashion-based video content. Not only their target audience would
have loved that, it would have helped Myntra in establishing its
authority in a far more effective way.

Blog

To complement their ecommerce store, Myntra also has a blog: Style

Mynt. Talking about fashions trends, style tips and various other
topics on fashion and style, it is regularly updated as well.

The content is really impressive but surprisingly, there is very low

engagement on the blog posts. There is hardly any social sharing
and it was difficult to find any reader comments too. Beats me how
it can be like this when the content is good and the blog posts are
being promoted to Myntra’s huge social media community as well.

28
Comparison with Competitor :
Though Jabong started off 4 years later than Myntra in the
eCommerce race, it has raced ahead of it on social media. I can’t
compare their respective sales figure but one look at their
engagement rates and you can see which one is on the top.

So, what if Jabong doesn’t even have half of Myntra’s fans? Its
effective content strategy has ensured a highly engaging community.

29
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

30
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.

Benefits of online advertising :

1. Cost

The low costs of electronic communication reduce the cost of

displaying online advertisements compared to offline ads. Online
advertising, and in particular social media, provides a low-cost
means for advertisers to engage with large established communities.
Advertising online offers better returns than in other media. Online
advertising rates are set through a combination of ad size, ad
location, ad performance and market demand.

31
2. Measurability

Online advertisers can collect data on their ads' effectiveness, such

as the size of the potential audience or actual audience response, how
a visitor reached their advertisement, whether the advertisement
resulted in a sale, and whether an ad actually loaded within a visitor's
view. This helps online advertisers improve their ad campaigns over
time.

3. Formatting

Advertisers have a wide variety of ways of presenting their

promotional messages, including the ability to convey images,
video, audio, and links. Unlike many offline ads, online ads also can
be interactive. For example, some ads let users input queries or let
users follow the advertiser on social media. Online ads can even
incorporate games.

4.Targeting

Publishers can offer advertisers the ability to reach customizable and

narrow market segments for targeted advertising. Online advertising
may use geo-targeting to display relevant advertisements to the
user's geography. Advertisers can customize each individual ad to a
particular user based on the user's previous preferences. Advertisers
can also track whether a visitor has already seen a particular ad in
order to reduce unwanted repetitious exposures and provide
adequate time gaps between exposures.

32
 5. Speed

Once ad design is complete, online ads can be deployed

immediately. The delivery of online ads does not need to be linked
to the publisher's publication schedule. Furthermore, online
advertisers can modify or replace ad copy more rapidly than their
offline counterparts.

6. Coverage

Online advertising can reach nearly every global market, and online
advertising influences offline sales.

7. Deliverability and flexibility

Internet ad is delivered in relative 24 hours a day, 7 days a week and

31 days a month.

8. Tracking
Marketers can track how users interact with their brand and earn what
is of interest to their current customs and prospective.

33
PROMOTIONS :
• Ad words: Ad words are Google ads on search engines, when
people search for any product related keywords it appears. They
have bought ad slots on various websites related to their products
to tap the untapped market. For example, Facebook and ink fruit.
Initially online websites pull off their promotions online which
is low on budget and high on impact.
• SEM (Search Engine Marketing): Myntra will go bankrupt if it
will invest all their capital on ad words. SEM is the process
through which a website gets traffic or visibility on search
engines. Myntra is doing SEM through articles and link
exchanges; they are very technical in nature and often needs
experts. Myntra has developed Style Myntra blog wherein they
have provided customers with latest fashion styles of the season
through their range of products.
• Link exchange is an effective internet marketing system that
makes it easy to increase traffic to your website. With increased
link popularity comes increased search engine ranking and if
channelized efficiently, it can become cash cow for the company.
It gets company direct traffic, helps in building relationship with
other websites and search engine optimization
• The promotion codes have been made to lure customers through
discounts and coupons.
• From online to Tele: With increasing cash flows and IPO funds,
Myntra came up with Tele Vision Commercials and also, they

34
 are doing viral advertising by outdoor campaigning, e-mails,
hoarding placement and cross campaigning.

The journey from Foundation – The Launch :

• The journey of Myntra started from 2007 when Mr. Mukesh

Bansal with Vineet Saxena and Ashutosh Lawania was backed
up by Erasmic Venture Fund. They opened the first e-commerce
B2B fashion store in India. Initially, they worked on the B2B
platform. Myntra was a one stop solution for personalized gift
items with products like T-Shirts, Mouse Pads, Mugs, and other
general products till 2010.

• In 2011, Myntra decided to divert from personalized products to

lifestyle segment. This is the year when they launched brands
like Being Human and Fastrack Watches on their platform. It
marked their rigid stand in the fashion world on the online
platform.
• In 2012, it recorded to offer fashion elements from 350 brands,
from India and was the first to get International brands on a large
scale.

• 2014 remained the year of transformation for them, as Flipkart

took over their company. It recorded a total coverage of 9000 pin
codes in India, with 1000 brands as their working partner. In
2015, it recorded to include 150000 products in their online
portfolio.

• Change is inevitable and Myntra’s steady success remained in

the market, for their acceptance of this change. In the year 2015,
35
 they moved on to the app mode for mobile users. With an initial
research and survey, they found out 90 percent of users are using
the mobile platform. Myntra came up to the decision and applied
the same to get immense success. 2015 is also the year when
Myntra acquired a Bangalore based Mobile App firm – Native5.
This acquisition expanded their online presence to a greater
level, in the Indian market.

• In 2016 Myntra acquired its rival fashion platform, Jabong.com

and established their supremacy in the online fashion world of
India. 2017 is another year when Myntra proved its presence in
the market by partnering itself with Ministry of Textiles. With
this partnership, they started to promote handloom industry over
the online platform in India.
Marketing Strategy of Myntra that brought them Immense
Success :

• Myntra has been founded by some IIT passed out graduates in

the year 2007. It was not the first company in India to work on
the e-commerce platform. So, the competition was high. The
strategy it pulled up for success had been their marketing mix.
They worked on the niche of garments and fashion. Gradually
they covered all segments of the same and created a completed
coverage of all lifestyle items. It made them a brand in Indian
Market by 2014.

• Technology has been another great area that Myntra worked on.
Starting initially at the online platform, they continued to

36
 upgrade themselves with technology. Understanding the trend of
users, they switched to Mobile app version swiftly. It gave a big
thrust to its competitors by 2016.

• Logistics had remained the key success area for Myntra too.
They expanded fast to cover around 9000 Pin codes in India and
thus created a sensation to its competitors. The distance between
physical buying and buying from an e-commerce platform can
be shortened with a highly nurtured logistics.
• Myntra ensured the same to retain its supremacy in the Fashion
world of India.

• In terms of promotion, Myntra never left out any platform for its
success. However, their approach was not like the other
competitors. A perfect strategy has been knitted every time by
them in social network marketing. Marketing on Facebook,
YouTube, and Twitter was focused but was not made rigorous to
disturb the users. Solution providing attitude has been
maintained to reach users every moment. Most of the time, their
advertisement strategy remained targeted at the core
competency. They held over the competitors – and thereby
placed their style statement prominently.

37
PRODUCTS :
Myntra has tied up with top fashion and lifestyle brands in India,
such as Nike, Reebok, Puma, Adidas, Lee, Converse, Lotto, FIFA,
John Miller, Indigo Nation etc.

To offer a wide range of current season merchandise from these

brands Myntra currently offers products from more than 200 Indian
and international brands. These include shoes for running, tennis,
football, basketball and fitness, along with casual footwear from
world-renowned industry leaders.
There are also casual and dressy footwear for women from Catwalk,
Carlton London and Red Tape to name a few.

WHAT IS E-BUSINESS?

E-business (or electronic business) is the term used to describe using

the internet to operate your business. E-business represents only a
fraction of worldwide business, but is one of the fastest growing
sectors and provides entrepreneurs with excellent opportunities to
enter the market.
In a historical sense, the internet is a relatively new way in which to
do business, with the growth of e-business taking off in the 1990's.
The internet provides consumers with an increasing amount of ways
to interact with businesses and has made buying and selling more
competitive worldwide. The rate of globalization has been
significantly impacted by the internet, making it easier for people

38
 and organizations separated by distance to communicate and interact
with each other .

E commerce considered the following attributes: -

Direct electronic interaction between two computer applications

(application to application) or between a person using a computer.

Interaction involves the completion of a specific transaction or part

of a transaction
The transaction crosses enterprise boundaries either between two
businesses(B2B) or between a business and a consumer (B2C).

Two ways of Transactions: -

Buyer/ seller Transaction

Producer/Consumer Transaction

ERP SYSTEM

ERP- Enterprise resource

Planning system
FRM- Finance resource
management
SCM- Supply chain
management
HRM- Human resource
management
CRM-Customer
relationship management

MRP-Manufacturing resources planning

39
THE STRUCTURE OF THE ERP SYSTEM

Enterprise resource planning (ERP) systems consist of different

modules. A company can therefore decide which modules they need
and only acquire them, not needing to purchase them all, The ERP
systems on the market today have the same main structure, which is
shown in the figure traditionally a system, must integrate three of
the following core modules to belong to the ERP group;
manufacturing, distribution ,finance, and human resources. At the
heart of the ERP systems in the central database that draws from and
feeds it into a series of application supporting diverse company
function. Using a single database streamlines the flow of
information throughout the business.

40
CUSTOMER RELATIONSHIP MANAGEMENT

CRM (customer relationship management) is an information

industry term for methodologies, software, and usually Internet
capabilities that help an enterprise manage customer relationships in
an organized way.
OLC:
Right now, Myntra is in the 2nd-3rd stage. Reason being the
processes are still in progress. The Process Improvement Process is
being implemented. For e.g. Myntra recently bought Fitiquette, a
developer of virtual fitting room technology and a TC Disrupt
finalist from Sep 2012. It intends to use Fitiquette’s core product on
its retail site to drive more fashion purchases online. Moreover,
acquisition is in full swing. There have been 2 recent acquisitions by
Myntra- The first one in November 2012 when it acquired New York
based Exclusively.in which has the private label vertical, Sher
Singh. The most recent being Fitiquette- a virtual fitting room.

41
Figure.1 OLC

42
 SWOT ANALYSIS

Strengths:
• Serving markets through internet requires less infrastructure
setup.
• Fast delivery at low cost from dedicated warehouses.
• Having a sound infrastructure funded by venture capitalists
which is sufficient to
• reach out any part of the country.
• Dedicated client services through back end services by
deploying 24 hrs call centre.

• Offer a lesser price from the close competitor offering similar

services.

Weakness:
• Not much penetration of internet in the country.
• Sports not taken much seriously in India.
• Customers always like to get a feel of the product before
buying.
• Has to win the faith of the customers first regarding the
delivery of the product

43
Opportunities:

• Untapped marketing platform.

• Growth in interest of Indians towards fashion and
lifestyle.
• Dealings directly with suppliers which gives good
margins in the country.

Threats

• Increased Competition
• Government Regulations.
• Technology Breakdown, Hacking.
• Relationship with 3rd party logistics company

44
 CHAPTER -4

DATA ANALYSIS & INTERPRETATION

Table No. 1:
Table showing the age of respondents:

Age No of respondents percentage

Below 18 15 30

18-30 years 13 26

30-49 years 12 24

Above 50 years 10 20

Total 50 100

120

100

80

60 no of respondents

40 percentage

20

0
below 18 18-30 years 30-49 years above 50 total
years

45
Interpretation: From the above graph it is shown those 30%
respondents are below 18, 26% are 18 and 30, 24% are 30-
49, 20% above 50 years. It means the majority of people is
below 18 years.

Table No. 2:

Table showing the education background of respondents

Educational no of
background respondent percentage

Non-matriculate
4 8

matriculate 11 22

graduation 24 48

post graduated
11 22

total 50 100

46
 100

80

60

40
no of respondent
20
percentage
0 percentage
no of respondent

Interpretation: From the above graph it is clear that 8%

respondents are non-matriculate, 22% are matriculate, 48%
are graduation, and 22% are post graduated. It means the
majority of people are the people who are graduated i.e.
48%
Table No. 3:

Table showing occupation of respondents

Occupation no of respondents Percentage

Business 9 18
Service 11 22
Student 23 46
Others 7 14
Total 50 100
47
 100
80
60
40
no of respondents
20
percentage
0 percentage
no of respondents

Interpretation: From the above graph it is clear that 18%

respondents are businessman, 22% are service, 46% are
student, and 14% are others than them. It means majority of
respondents are students

Table no of No. 4:
Gender respondents percentage
Table
showing
gender of the
Male 14 28
respondent

Female 36 72

Total 50 100

48
 100
90
80
70
60
no of respondents
50
percentage
40
30
20
10
0
male female total

Interpretation: From the above graph it is clear that, 28%

of the respondents are male and 72% people are female. It
means the majority goes to the female.

Table- 5.

Factors making advertisement more effective

49
Interpretation:

The main factor that makes advertisement more effective is

the presence of film or sports star or any celebrity. Media and
caption follow by it. The least important way in which
advertisement can be made effective is the slogan.

Table -6

Most attractive type of advertisement

50
Interpretation:

Table shows that online advertisement featuring discount

coupons are the most attractive type of advertisement.
Advertisement featuring additional purchase and gift with
purchase follows by it. Advertisement featuring shipping
discount is the lowest attractive type of the advertisement.

51
 CHAPTER -5

FINDINGS :
The following are the major findings of the study:

• Majority of the respondents are male (65%) who are

married (66%) and belonging to the age group of 25 to 35
years (70%).
• Among the total respondents of the study, the majority of
the respondents (40.5%) have their family size as four.
• It has been observed that the majority of the respondents
(48%) are qualified with a post graduate level of
education.
• On an average of 52% of the respondents are private
employees.
• Majority of the respondents (45%) are having annual
income between 3 lakhs to 4 lakhs.
• Based upon the study, the majority of the respondents
(36.5%) access Internet from their home.
• It is understood from the table, that majority of the
respondents (48%) are spending less than two hours per
day to access Internet.

52
SUGGESTION :

The researcher has made personal contact with the respondents who
have purchased products and services through online. It is concluded
that most of the respondents have a good opinion about online
shopping, though there are so many problems to be improved by the
vendors and service providers.

These suggestions are as follows:

• As there are no proper laws for online purchases, they have to be

implemented to prevent the anonymous intruders. This will help
to maintain security and private information properly concerning
the respondents. So, the website developers and service
providers should take necessary steps to overcome this problem.
• Web based technologies upgrades creative conceptualization that
would improve the response from technology savvy consumers.
So, the firms have to invest in such new technologies.
• Internet environment has to be improved in the areas of art,
dynamic and interactive techniques. This improvement will give
more visual appeal.
• The vendors and service providers should avoid hidden charges.
This will help to avoid increase in price of product.

53
 CONCLUSION
Summing up everything, a clear story of Myntra can be sketched –
Success from day one! Yes, this has been possible only because of
change adaptability. Myntra remained an icon on e-commerce
platform in India, recognized for the random and rapid changes. It
changed its strategy in marketing and promotions, from time to time
and worked intelligently there. It changed its platform from B2B to
B2C at the right time, when the expansion was knocking at their
door. They opened up the windows to the government for making a
partnership, to giant e-commerce platforms like Flipkart. They
actually offered for a merger and even to hundreds of brands to
increase their gallery size.

In one word, they proved themselves as the leader of the e-

commerce fashion world in the Indian market. Myntra is a perfect
example for all companies with their clear message. They could
make them realize that well-knitted strategy and flexibility in
approach can easily transform a company to monopoly .

E- Business signifies a complete new & profitable way to do

business, providing the all requirements as desired. The Internet is
equivalent to online world where all the resources are not fully
exploited and where customers may gain advantages. Here
corporations may upsurge their profits further and users may find
the desired product or service easily without stress of shopping
around. Customers keep coming back only if earlier shopping
experiences have been pleasant and successful. In this intricate
54
business world, the e-retailing will become tremendous business
strategic concept. Most profitable method of business process in
coming decade to the textile and garment industries

55
 BIBLIOGRAPHY
Book & Author :

• Information Note to the Press (Press Release No. 33/2013) •

Internet Marketing (Internet Marketing Academy), ISBN:
978-87-7681-815-9, 1st Edition.
• Kotler Philip, Keller and Kevin Lane, Marketing Management
(14th edition), (2000) Pearson Education, Inc.
• Seth Jagadeesh N and Atul Parvatiyar, Customer relationship
Management, (2004), Saga publication Inc.

Newspaper :
• Times of India •
India Today
• Business India

Website :
• http://www.myntra.com/
• http://retail.economictimes.indiatimes.com
• http://www.mxmindia.com

56