Benchmarking

E-Commerce Business Model

Urbantouch.com Domino`s Fernsnpetals.com Flipcart.com Makemytrip.com

Companies chosen for evaluation

Urbantouch.com

Targeted Userbase

Geographic Tier 1 and Tier 2 cities

Demographic

Gender: Predominantly female

Age: 20 to 35 years

Income group: Middle to upper classOccupation: Students and working class women's

Extensive Affiliated Marketing.

Cash on delivery.

Replacement guarantee to overcome lack of trust barrier.

Efficient online customer support to give personal touch

to the transaction.

Beautifully created website with 2D view of products to lessen the urge of touch and

feel

Pull Factors

Presence of all the major brands on discounted pricing.

Shipping charges and min order value cap to cover up for logistic cost.

No question asked return policy, replacement guarantee.

Strong internet presence courtesy social media tools and affiliated marketing.

Very easy to shop with personal account and shopping cart facility.

Cash on Delivery.

Key Success Factors

Dominos

Targeted Userbase

GeographicPredominantly Tier 1 Tier 2 with presence in some Tier 3 cities

Demographic

Age: 14 to 35 yearsIncome group: Middle to upper class(Predominantly middle class)Occupation: Main focus on teenagers students and social working class groups.

Customization facility with all the options available in

front of you to choose from, and there is no one on the phone to pester you with

forced options.

Save your favorite customize order with a

name. All you need is to click on that name to place

that order.

Pull Factors

With online facility you can order from anywhere going to anywhere and you don’t

need to know the phone number of nearby dominos to

place an order.

Efficient distribution system that help retain 30 min

delivery promise even on online orders.

Key Success Factors

Fernsnpetals.com

Targeted Userbase

Geographic Tier 1 and Tier 2 cities

Demographic

Age: 20 to 30 yearsIncome group: Upper Middle to upper classOccupation: Main focus on PG students and working class.

Retail presence in major cities to ensure timely delivery

Serve as an online community for youth that helps in

increasing traffic.

Personalized account with order tracking facility.

Affiliated marketing to drive traffic to its website from other

websites.

Beautiful homepage to drive initial attraction.

Pull Factors

Association with local flower vendors and other

gift retail outlets to counteract the problem of

inventory management and logistics.

Various delivery options like midnight, same day,

fixed time etc.

Key Success Factors

Flipcart.com

Targeted Userbase

Geographic Tier 1 and Tier 2 cities

Demographic

Age: 15 to 35 yearsIncome group: Middle to lower upper classOccupation: Students and young working class.

Strong advertising support featuring in all the channels: Print, TV, Outdoor, online space etc.

Cash on delivery option to lessen the insecurity of shopping online.

Warranty and transit insurance to instill confidence.

Affiliation with major manufacturers to counteract inventory problem.

EMI option to drive sales and up selling.

Account facility for easy and fast shopping.

Pull Factors

Cash on delivery

EMI option

Warrantee

Discounts

Fast and safe delivery

Key Success Factors

Makemytrip.com

Targeted Userbase

Geographic Tier 1 and Tier 2 cities

Demographic

Age: 20 to 40 yearsIncome group: Upper Middle to upper class

Occupation: Service and Business class.

Strong advertising support featuring in all the channels: Print, TV,

Outdoor, online space etc.

Big discounts on return tickets and other various

packages

Association with major travelling operators to

ensure updated schedules and rates.

Pull Factors

Flight search window, fasted way to search and

book a flight.

Best rates and discounts on combo packages

Strong internet presence courtesy social media

tools and affiliated marketing.

Key Success Factors

Key Challenges for an E-Commerce company in India

Lack of IT policies and effective cyber laws

Lack of touch and feel.

Distrust with quality.

Insurance of high value products increases the cost.

Low value orders.

Key Challenges

Indian people (especially females) have tendency to bargain the products, which

is not feasible in Ecommerce.

Different local languages and cultural factors

Continuous change in technologies, emerging new technologies

On time delivery

Security concern on online transactions.

Key Challenges

Inventory problem because of uncertainty in orders

Shipping costs are high due to big geographical area

Security of payments and privacy of online transactions

Taxations: Octroi, entry tax, VAT and lots of state specific forms

which accompany them.

Financial costs for storing information, continuous change of technologies, processing orders.

Key Challenges

Features and Functionality of an E-Commerce website for a

Surgical Product CompanyDerived out of Benchmarking

Partner with Govt Hospitals, Trusts, Corporate Hospitals.

A dedicated team for inquiries, quotes etc. No minimum order cap. Discounted pricing. Shipping within 5 days. Credit facilities.

B2B Program

Simple procedure to open an account with minimum information asked.

An account holder can:◦ View order status◦ Keep track of purchase◦ View order history◦ Auto re-order wherein he can add items and set a

time period like 30 days and order will automatically get registered with the company.

◦ Auto re-order facility is only for those customers who have credit in their account.

Account Opening Facility

A dedicated section for customer service information. It should includes:◦ Numbers◦ Emails◦ Separate teams for order registry, order dispatch,

order return, sales dept etc.

Customer Service

Post our ads on websites that our target customer base may visit.

Pay Per Click model can be used wherein we will pay as per the number of clicks to our link on a particular website.

Once we zeroed on the target base, we can list down the website best suitable for affiliated marketing.

Affiliated Program

A separate page for promotion will be very helpful. It may include:◦ Videos ◦ Brochure Prints ◦ Clinical Reports◦ Case Studies◦ Customer Testimonial◦ White Papers

Promotion

It should not be flashy Simple dropdown menus to list down the

categories of products we are selling. ¼ of the page should be dedicated to

current deal ads which will keep on changing.

Pictures of our best selling products. A small space of customer testimonial link. Link of all the services we are providing like

create account, B2B program, affiliated marketing program etc.

Home Page

Thank You !