Flipkart group 18 oc
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ORGANIZATIONAL COMMUNICATION
GROUP 18
A Case Study On
By : Arpit Singhal 12MF3IM03Sumit Kumar 12MF3IM15Vishal Trivedi 12MA20050Sourav Kumar 12MA20043Govind Singh Dhakar 12MT10014
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Overview• Flipkart – One of the leading Indian e-commerce companies
headquartered in Bangalore, Karnataka• Founded by Sachin Bansal and Binny Bansal in 2007 with 4
lakhs funding• Raised two rounds of funding from Accel India and Tiger
Global Management • Early focus on online sales of books and later expansion of
product line• Offer multiple payment online• Path breaking services• Among the top 20 Indian website in term of traffic• Regarding as the Amazon of India
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Journey So Far• Sachin Bansal & Binny Bansal graduated from IIT-Delhi with a degree in Computer Engineering was
working for Amazon.com before quitting and launching their own company Flipkart.com• Flipkart was launched in 2007 with the objective of making books available to everyone who had
internet access• The company sold its first book on flipkart.com-John Wood • In 2010 branched out to selling CDs, DVDs, mobile phones and accessories, cameras, computers,
computer accessories and peripherals, and in 2011, pens & stationery, other electronic items such as home appliances, kitchen appliances, personal care gadgets, health care products etc
• Further in 2012, Flipkart added A.C, air coolers, school supplies, office supplies, art supplies & life style products to its product portfolio
• Flipkart broke even in March 2010 and claims to have had at least 100% growth every quarter since its founding
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Evolution of LOGO
TAGLINE- “ The Online Megastore “
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Core Purpose
To make shopping delightful for everyone
By offering the widest choice of products, at disruptive prices, backed by unparalleled service to customers.
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Flipkart’s Value For Success
Customers First
Independence of Thought
Pursuit of Excellence
Opportunity based on Merit
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2020 Vision
To be a $20 billion company by the year 2020.
To change the way people shop and therefore the way people live◦ One in four Indian families will have experienced the delight of shopping with Flipkart
Our brand of customer obsession coupled with our ability to do ‘more with less’, will have become the ‘way to go’ for an entire generation of entrepreneurs. They will be inspired by our use of technology and automation to create efficient business processes and solutions.”
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INTERNAL COMMUNICATION
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• They have a horizontal Communication model• They have made separate departments and decisions are taken independently on their respective goals and
objectives as shown in the organizational structure• Every Department also caters to the needs of other department
Engineering Department
Marketing DepartmentHorizontal
Communication
COMMUNICATION MODEL
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Structural
Sachin Bansal
Binny Bansal
Karandeep Singh
Flipkart CFO
Ravi Vora
VP
(marketing)
MekinMaheshwari
President (engineering)
Ankit Nagori
VP (categories)
Sameer Nigam
VP (digital business)
ManeeshMittal
VP (operations)
Sujeet Kumar
President (operations)
ORGANIZATIONAL STRUCTURE
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Decision making process
Evaluation of Alternatives
Customer perceived value
Wider range across all categories
Purchase Decision
Faster turn around time
Cash/Card on Delivery
Easy Return Procedure in case DOA
Post- Purchase behavior
Feedback on Flipkart website and other blogs
Word of Mouth
Affiliate
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EXTERNAL COMMUNICATION
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INTER ORGANIZATIONAL COMMUNICATION
Amazon, Snapdeal, E-bay, Etc.
• More than 600 Sellers• Strong Administrative
position• Manipulate them
Offline Shops and Showrooms
• New Upcoming Enterpreneurs• Helps them in their growth
• Marketing Strategies• Caters to the need of customers
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PEST Analysis of External Communication
Government support for increasing penetration in India, Tax benefits to corporates, Increase in stock
holding % for foreign investors in companies (2012) Resistance against foreign retailers
Booming Indian Economy, Increasing spending power, Sky rocketing fuel prices, Base of internet
users multiplied by 10 times in 6 years
Better comfort level and trust in online shopping, High priority on time and convenience , Improving
usage of broadband and high computer literacy.
Advent of mobile shopping, Increasing penetration rate of broadband and wireless internet, Better managed E-Commerce site for ease, privacy and
advancements in net banking
Political Economical
Social Technological
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Customer Relationship Management
A Customer Centric Approach To Management
Flipkart can be said to be the pioneer in initiating the sceptical Indian shopper into online retailer
The customer is informed at every step through e-mail/text when the order has been confirmed⇾ order summary & shipment details + tracker ⇾ informing customer if order has been delayed
Customer complaints are quickly addressed and there are transparent return and exchange policies
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Customer Relationship Management
Strategic CRMThe company philosophy echoes in their tagline “making better our service promise”. The founders believe that huge discounts alone cannot sustain a successful business, customer satisfaction and preferences need to be addressed to keep the flame going.
Providing good customer service enables Flipkart to enjoy high levels of customer satisfaction, generate repeat business and ensure positive word-of-mouth
The CloudCloud-based software and services are everywhere these days and the cloud has both benefits when applied to CRM
Cloud-based solutions typically feature low initial entry costs and simpler set-up and maintenance
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CORPORATE STRATEGY-ACQUISITIONS2010: WeRead, a social book discovery tool
2011: Mime360, a digital content platform company
2011: Chakpak.com is a Bollywood news site that offers updates, news, photos and videos
2012: Letsbuy.com is India's second largest e-retailer in electronics for an estimated US$ 25 million
2014 : Myntra.com is India’s largest fashion brands e-retailer for an estimated Rs. 2000 Crore
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PRODUCTS & SERVICES
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Electronics & Clothing
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Books & Media
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Sports & Fitness
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COMPETITORS
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COMPETITORS (Books Market)
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MARKETING STRATEGIES
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Flipkart has done extensive work in creating their USP in the ecommerce
segment. Selling of books over internet in India was the 1st USP of Flipkart as this
medium wasn’t available at the launch of Flipkart. It is known for opening up the Indian e-commerce market and in a big
way.
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Flipkart has adopted almost all and even more propositions, created compelling reasons for people to buy items from them. Be it:• Lowest price seller• Only one selling• Addictive engaging by its user interface• Delivering goods at lightning speedAnd many more
But placing the above marketing strategies has its own challenges like:• How would people visitFlipkart.com?• How would visitor be converted to consumer?• How to effectively communicate with customers
and prospects?
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They have worked upon all the possible solutions viz:
1. SEO (Search engine optimization)
2. Pay-per-click advertising
3. Offline display advertising
4. Affiliate marketing programs
5. Social media campaigns
6. Public relations
7. Email campaigns
8. Contests
9. Giveaways
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Few of the practical approaches that Flipkart has taken for marketing and making its brand position as a part of Marketing strategy are
1. Free Home Delivery
2. Cash on Delivery
3. Fast, safe and free delivery
4. Discount shopping
5. User friendly and attractive interface
6. Authentic and more variety productsReplace policy in case of defects
7. Variety of payment options
8. A robust customer service in terms of information and product available
9. Emotional connect
10.Social media presence
11.24*7 customer service
12.Consignment model
13.Robust logistics
14.Well oiled warehousing and delivery system
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Ad Campaigns
It uses cute kids playing the roles of an adult with real adult voices
The idea of using kids stemmed from the fact that no one trusts you like children
It stresses on highlighting vital benefits of shopping on Flipkart.com viz, cash on delivery, 30 day replacement policy, and guarantee of original products
The ads also display the entire gamut of new product categories such as cameras, mobile phones, and tablets that are now available on the site
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PRINT ADs
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SHOWS ORGANIZED BY FLIPKART
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MOBILE APPS
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Television Commercials
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The message is very clear to make people more comfortable with Flipkart, to generate a great customer relationship and loyalty on the basis of great product prices and excellent customer service. All in all to create a great customer experience
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ANALYSIS
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PRIMARY ANALYSIS
05
10
15
20
25
30
20 2225
8
0
26
Sales
15%
15%
12%15%6%
37%
No. of events of online purchases in the last 12 months
1 2 3 4 5 >=6
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PRIMARY ANALYSIS
62%
29%
9%
USP of Flipkart
Cash/Card onDelivery
Easy to Order
Easy to replace
0
50
100 77
4 102 7
Competition
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STRENGTHS
ONLINE BRAND FOR GLOBAL ONLINE AUCTION SUPPLY CHAIN MANAGEMENT ADVERTISEMENT AND PROMOTION STRATEGIC AQUISITION HUGE REACH FORMAT OF WEBSITE
WEAKNESSES
DELIVERY INTERNET PENETRATION PAYMENT GATEWAYS HIGHER COST SYSTEM BREAKDOWN EFFECTS TRADING ACTIVITIES
OPPORTUNITIES
GROWTH IN E-TAIL GROWTH IN E-BOOKS CULTURE MOBILES APPS BROADBAND PENETRATION TO CAPTURE INDIA’S FASTEST GROWING DIGITAL MARKET IN THE
WORLD
THREATS
BIG PLAYERS SUCH AS AMAZON, SNAPDEAL COMPETITION FROM LOCAL SHOPKEEPERS AND VENDORS FDI INVESTMENT POLICIES
SWOT Analysis
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CRISIS FACED
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BIG BILLION DAYGOALS:
Date:6-10-2014
Target for Sale US$ 100 million
Time set for 100 million sale.
Promised discounts on the
Big Billion Day -Flat 90%.
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BIG BILLION DAYACHIEVEMENTS:
Achieved Sale in 10 hours - US$! 100M
No. of hits in 10 hours -1 Billion
No. of orders in first 6 hours- 300,000
Lowest Price of an item - 1 Rupee
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BIG BILLION DAYPROBLEMS FACED:
Price change of several products.
Out-of stock issue for many products within a minute or even seconds.
Cancellations of orders as it was over-booked
Website issue
STRATEGIC ATTACK OF COMPETITORS
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BIG BILLION DAY
Apology by the Co-founders (CRISIS COMMUNICATION)
Everything that we have achieved at Flipkart is purely on the basis of our customer’s trust and faith. This is why we come to work each day and continue to remain extremely passionate about building the best possible customer experience for Indian consumers. We failed to live up to this promise yesterday and would like to apologise once again to every single customer for our failure.
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SUGGESTIONS FROM OUR SIDEFlipkart should have tried a trial run before the actual launch of the Big Billion Day
They should have done a market analysis and plan their event strategically
Flipkart should focus on more servers for the customers catering to the heavily increasing customers hits on their website
Flipkart should have put a backup plan, informing customers the unavailability of products as soon as they went OUT-OF-STOCK
They should have addressed their customers on every social networking sites
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REFERENCES:www.flipkart.com
www.google.co.in
www.Wikipedia.com
www.socialsamosa.com
www.slideshare.net
www.theviewspaper.net
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