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Flipkart Marketing Mix

Flipkart's marketing mix involves 4Ps - Product, Price, Place, and Promotion. For products, Flipkart sells over 80 categories across books, clothing, electronics, and more. It acts as an interface between sellers and buyers. Pricing involves competitive prices and discounts during sales. Placement uses a hub and spoke model with warehouses and delivery across India. Promotion includes TV, print, and digital ads, especially during major sales like Big Billion Day.

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Rupali Shah
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885 views3 pages

Flipkart Marketing Mix

Flipkart's marketing mix involves 4Ps - Product, Price, Place, and Promotion. For products, Flipkart sells over 80 categories across books, clothing, electronics, and more. It acts as an interface between sellers and buyers. Pricing involves competitive prices and discounts during sales. Placement uses a hub and spoke model with warehouses and delivery across India. Promotion includes TV, print, and digital ads, especially during major sales like Big Billion Day.

Uploaded by

Rupali Shah
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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FLIPKART MARKETING MIX (4P’S)

Marketing Mix of Flipkart analyses the brand/company which covers 4Ps (Product, Price,
Place, Promotion) and explains the Flipkart marketing mix. The article elaborates the
pricing, advertising & distribution strategies used by the company.

Let us start the Flipkart Marketing Mix:

1. Product

The product strategy and mix in Flipkart marketing strategy can be explained as
follows:

Flipkart sells products in more than 80+ categories ranging from books, clothing to
electronics, mobiles and appliances. Flipkart can be considered as a service platform
which acts as an interface between sellers and buyers. Hence the product offering
in its marketing mix is divided broadly into two:

 Product to the Seller

Flipkart is a platform to showcase his product. It also provides analysis of


the products sold by the seller on its website like how many units are sold,
how much profit he is making, opportunity to promote his product, the type
of logistic channel which will provide him better profits and which product
is not selling and several analyses for the same. Flipkart also provides the
option of Flipkart assured where the products of the seller are kept in
warehouses owned by Flipkart. The products are picked, packed and
dispatched by Flipkart mostly through its logistic partner E-kart.

 Product to Buyer

A platform where he can access products sold by several companies and


vendors and decide on the product to buy based on the price and other criteria
like vendor capability to deliver the promised item. Flipkart also provides a
hassle-free payment system- pay online through debit, credit, net banking
and Cash on delivery. A sub category service offered by Flipkart to its
providers is Flipkart assured where the product bought by the buyer
undergoes 6 quality checks and fast and free shipping. Flipkart provides the
rating of the product and the seller which helps the buyer make right
decisions

2. Price

Below is the pricing strategy in Flipkart marketing strategy:

Flipkart has built its pricing model in such a way so that it competes with other
ecommerce players. By following the marketplace model Flipkart reduced the price
by forcing the sellers to compete among themselves to provide the cheaper product.
Flipkart does not charge for its delivery service if the order is more than Rs. 500 but
charges a nominal charge for less than Rs. 500 in the case of Flipkart assured. If the
product is directly shipped by the seller, then the seller charges of shipping apply.
Flipkart also offers one-day delivery where the product is delivered within a day but
in this case Flipkart charges extra service charge and installation option for a price
in certain locations. This gives an overview of the pricing strategy in the Flipkart’s
marketing mix.

Other facility for buyers include

 Availability of E- wallet and E-gifts facility.

 EMI facility for certain products

Flipkart charges monthly warehouse charges, referral charges and shipping charges
from the seller. These charges vary according to the option chosen by the seller.

3. Place

Following is the distribution strategy of Flipkart:

Flipkart follows a hub and spoke model. It has 21 state of the art warehouses. Here
the products are initially sorted and packed. Goods move from these warehouses or
fulfilment centres to mother hubs. Mother hubs are located at the centre of a 200
kilometre radius zone that consists of 3 to 5 major cities that accounted for majority
of demand as well as numerous smaller cities. From the mother hubs, the goods are
transported to local hubs from where the delivery van or bike picks and delivers the
products.
Flipkart deliver products to customers pan India through an extensive deliver
network.

4. Promotion

The promotional and advertising strategy in the Flipkart marketing strategy is as


follows:

Flipkart started with their famous campaign in 2011 under the name “No kidding
no worries”. Here the campaign was about kids acting in adult roles. These ads have
made a comeback recently but now concentrating on “Get The Best Of Everything
On Flipkart #PerfectBuy! “. Flipkart has been aggressive in its promotion and
advertising strategies as a part of its marketing mix. Flipkart promotes through print
media sometimes through a full-page ad especially during their Big Billion Day.
Big Billion day is a promotion tool used by Flipkart where throughout the day
Flipkart sells products at a cheaper rate sometimes providing huge discounts.
Flipkart has other promotional tools like big freedom sale, deals of the day, offer
zone page on its website and app.

Major digital marketing done by Flipkart.

 Uses its app to send pop ups to its customers of the latest offers.

 Makes use of data mining and ad words to send dedicated ads to prospective
customers.

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