MBA (FT) Programme

Batch 2021-23
Marketing Management-II
Course Code: MFT4CCMMO2

GROUP ASSIGNMENT
Group Number – 1
Date of Submission: 10th December, 2021
Main Brand - Myntra
Competitor Brand - Amazon

Submitted By:
Aakruti Moghe - 211081
Submitted To:
Ayushi Vasudev - 211099
Prof. Himanshu Chauhan
Md Zeeshan Khan -211115
Saad F. Shaikh - 211130
Soumiya Bisht - 211147
 INDUSTRY OVERVIEW

GLOBAL E-COMMERCE INDUSTRY

The global E-commerce market is worth USD 9.09 trillion, and it is predicted to increase at a compound
annual rate of 14.7 percent from 2020 to 2027. The industry is experiencing growth as a result of rising
technology knowledge and rapid expansion of IT infrastructure. E-commerce encompasses a wide
range of services, including financial services, digital content, travel, and leisure. As connection
improves and cell phones become more accessible to people from all walks of life, the industry's
visibility grows. People may order their favourite things from another country and have them delivered
to their home in a matter of days thanks to e-commerce. The majority of large businesses are now
moving digital and establishing e-stores or services. This is because it is less expensive and allows them
to communicate with their customers more effectively.                                     

E-COMMERCE REVENUE BY COUNTRY

                    
INDIAN E-COMMERCE INDUSTRY

In India, e-commerce has changed the way people do business. From US$ 46.2 billion in 2020, the
Indian e-commerce sector is predicted to expand to US$ 111.40 billion by 2025. It is estimated to reach
US$ 350 billion by 2030. Total e-commerce sales are predicted to increase to US$ 67-84 billion by 2021,
up from US$ 52.57 billion in 2020. A surge in internet and smartphone usage has sparked most of the
industry's growth. The number of internet connections in India expanded dramatically to 784.59 million
in July 2021, thanks to the 'Digital India' programme. 61 percent of all internet connections were made
in metropolitan areas, with 97 percent of those connections being wireless.
It has become easier for businesses to market their services and products, extend their reach, and
expand their consumer base since the introduction of Google and Facebook ads. Furthermore, as a
result of the current COVID-19 Pandemic, this industry has grown significantly, with a significant
increase in sales and revenue. Because a lockdown was imposed in various regions of the world, and it
was unsafe to go out and buy basics and essentials, many businesses were forced to go digital in order
to stay afloat. Major economies such as the United States, China, India, and Italy have all been hit hard.
The sector had a huge positive impact in regions like Europe and North America, where the technology
infrastructure is relatively developed, as much of the shopping migrated fully online.
For example, according to data from Emarsys and GoodData, revenue has climbed by 37% and orders
have increased by 54% in the United States since January. The lack of technology infrastructure in rural
areas of nations such as India, China, and Brazil, on the other hand, is likely to stifle total market
growth.
                                 
TOP ONLINE STORES IN INDIA IN 2020, BY E-COMMERCE NET SALES (in million U.S. dollar)

       INDIAN E-COMMERCE MARKET

                          
              
 MARKET SIZE OF E-COMMERCE INDUSTRY IN INDIA FORECAST

                                                         

     IMPACT OF COVID ON E-COMMERCE MARKET IN INDIA

COVID-19's Impact on the E-Commerce Market COVID-19 has had a significant impact on e-commerce
businesses on multiple levels. Supply chains were interrupted, operations were limited owing to the
lockout, inventory management was difficult, and there were a general lack of staff for e-commerce
enterprises. In reaction to the COVID-19 epidemic, governments around the world have implemented
social distancing measures, implemented lockdowns, or temporarily closed non-essential companies,
among other steps. E-commerce sales have increased as a result of this. The pandemic has accelerated
e-commerce adoption. Consumer lives and purchasing patterns have changed as a result of the COVID-
19 pandemic, allowing people to shift from traditional retail outlets to online portals to purchase goods
and services. As a result, marketers were compelled to adjust to the new reality and change their
previous methods. Changes in consumer behaviour are expected to last for a long time.
These changes in consumer behaviour have been aided by the widespread use of cashless payment
systems. Cashless payments are becoming more popular in e-commerce. During the epidemic, overall
card and digital wallet transactions increased. The COVID-19 pandemic has hastened the shift from
physical storefronts to online buying by almost five years, according to IBM's U.S. Retail Index. To stay
competitive in the current business environment, physical store retailers will need to convert more
quickly to omni-channel fulfilment capabilities.

THE ROAD AHEAD FOR E-COMMERCE MARKET IN INDIA

The e-commerce industry has had a direct impact on India's micro, small, and medium companies
(MSME) by providing funding, technology, and training, as well as having a positive cascade effect on
adjacent industries.

 The Indian e-commerce business has been on an increasing track, and by 2034, it is predicted to
surpass the United States to become the world's second largest e-commerce market. Digital payments,
hyper-local logistics, analytics-driven customer engagement, and digital marketing are examples of
technology-enabled developments that will likely boost the sector's growth. In the long run, the rise of
the e-commerce sector will boost employment, raise export earnings, increase tax collection by
exchequers, and give better products and services to customers. By 2022, smartphone usage is
predicted to increase by 84 percent, to 859 million. The e-retail market is predicted to keep growing at
a rapid pace, with a CAGR of more than 35% expected to reach Rs. 1.8 trillion (US$ 25.75 billion) in
FY20. The Indian e-retail business is expected to grow to 300-350 million shoppers in the next five
years, bringing the online Gross Merchandise Value (GMV) to US$ 100-120 billion by 2025. 
According to a report by Bain & Company, India's social commerce gross merchandise value (GMV) in
2020 will be US$ 2 billion. Due to growing mobile usage, it is estimated to reach US$ 20 billion by 2025,
with a possibly massive climb to US$ 70 billion by 2030.
 MYNTRA

Mukesh Bansal, Vineet Saxena, and Ashutosh Lawani were the founders of Myntra. Myntra was
established in 2007 as something very different from what it is now. Myntra's main focus was on selling
customised presents. It was a B2B business model back then. However, in 2010, Myntra made the
transition from personalising presents to selling branded clothes online. Myntra formed partnerships
with a number of well-known brands and sold their most recent items. Myntra soon began selling
worldwide and high-end goods, as well as entering the lifestyle market. Myntra currently sells over 500
Indian and international brands, including Nike, Adidas, Biba, Dressberry, Mango, Only, and many
others. Myntra is the most popular online shopping platform among fashionistas, with delivery to 9000
pin codes.

Myntra's success is based on its marketing strategy. The following are some crucial points regarding
Myntra's marketing strategy

 Make devoted customers, not just customers.

 Engage customers to attract them. 
 Experiment with both offline and online marketing methods. 
 Showcase the value you provide rather than the products.
                            
 AMAZON (COMPETITOR)

By total sales and market capitalization, Amazon is the largest Internet-based retailer in the world. It is
an example of a global internet company that has transformed the commercial landscape as a whole. It
was started on July 5, 1994, in Washington, D.C., by Jeff Bezos, who is also the company's current CEO.
Amazon's initial success was lightning fast, since it was able to sell books in 45 countries in just two
months without the assistance of the press for promotion. It began as an online book shop and has
since expanded its products. Amazon now offers practically everything on its platform and has a
presence in more than 200 countries. It is the parent company of more than 40 subsidiaries, including
Audible, Twitch, IMDb, and Amazon Web Services.

 It became a publicly traded corporation in 1997 and is now traded on the NASDAQ stock
exchange in the United States. In India, it does business under the name Amazon India.
The following four pillars support Amazon's marketing strategy:
Offering the most comprehensive product line. Hundreds of millions of products are available
from the world's largest internet store by revenue. Third-party merchants account for the
majority of Amazon's product offerings (58 percent).
  The use of a user-friendly interface. The tech behemoth boasts a sophisticated user interface
that includes personalised recommendations and current browsing history, among other
features. 
 Scaling from tiny to huge is simple. The e-commerce and cloud computing firm has expertise in
growing from small to huge scales. This aspect is critical in identifying new business
opportunities.
  Taking advantage of affiliate products and resources. To date, the computer behemoth has
made extensive use of affiliate products and resources in order to boost its bottom line.
 IMC Tools
When customers connect with a brand, Integrated Marketing Communication is a method for providing
a cohesive experience for them. It tries to integrate all parts of marketing communication tools, such as
advertising, sales promotion, public relations, direct marketing, and social media, into a single system.
In order to reach a bigger number of target consumers, IMC supports in connecting with customers via
a range of tactics.
We're talking about Myntra's marketing strategy because of its 86 percent rise in consumer base during
its "End of Reason Sale" (EORS). Such colossal accomplishment necessitates further investigation into
its marketing technique, which drew over 7 lakh new clients to its platform during the EORS sale last
year.

Following are the various ways which enable organizations to communicate effectively with customers.

 Advertising

 Online
Promotions

 Direct
Marketing

 Hoardings,
Banners

 PR Activities

 Internet, Emails
and so on.
 IMC tools used by MYNTRA

1. Influencer Marketing
By working with influencers, Myntra can persuade people to buy from them. On social media
platforms, there are a variety of content creators, celebrities, fashion bloggers, and bloggers. They
provide content for a specific target and have a devoted following that follows what influencers
recommend. Influencers create outfits while wearing Myntra clothes and promote the company.
Myntra works with micro-influencers with tens of thousands to fifty thousand Instagram followers as
well as influencers with millions of followers. Micro-influencers' postings are shared on Myntra's
Instagram feed.
https://www.instagram.com/myntra/

https://www.instagram.com/myntrafashionsuperstar/?utm_source=ig_embed&ig_rid=7b9b40b1-
b880-4b77-a4f0-c94289944808
A digital reality show for influencers was just introduced by Myntra. The show's title is "Myntra Fashion
Superstar," and it's aimed at finding fashion influencers on the company's purchasing site. Sushmita Sen
and Manish Malhotra were among the celebrity judges on the event. It was a show that became
successful due to its unique idea of finding influencers. It provided influencers with a platform to
showcase their style and make a fashion statement.

2. Affiliate marketing
Affiliates can use the Myntra Affiliate Program to "refer and earn." Bloggers can join the affiliate
programme and write evaluations of Myntra items and services, with Myntra rewarding them for
referrals.
Myntra invites customers to its retail site using this scheme. Affiliates promote their products on their
websites, create blogs, and provide product reviews and testimonials, and the audience that reads
these reviews is more likely to buy from Myntra. Affiliates and Myntra both benefit since affiliates can
earn a reward for their evaluations, and Myntra gains additional customers.

3. Email marketing
If an email is appealing enough, it will almost certainly result in a sale. Most customers click on the Call-
to-Action button because of Myntra's Email marketing strategy.
Their emails are visually appealing, and if that were the case, imagine what they could have
accomplished with their platform. An email must focus on both the content and the layout to attract a
user, which is why Myntra's email marketing is so effective.
Myntra's email marketing campaigns are used to encourage existing clients to purchase through the
platform. Customers are also notified when there is a sale, discount, or offer on a specific brand via
Myntra. Among addition, Myntra uses email subject lines to instil fear of missing out (FOMO) in
customers, encouraging them to make impulse purchases.
4. SEO and SEM
This is a solid one because online searches account for 39.92 percent of Myntra's traffic. 80.02 percent
of its search traffic comes through its search engine optimization technique, while 19.98 percent comes
from paid adverts, accounting for 39.92 percent of total search traffic.
It means that Myntra's strong paid marketing and SEO approach literally rules the search engine. To
drive traffic to its website, an online platform needs a strong SEO and SEM strategy, and Myntra is
leading the way.

5. Advertisements: Online & Offline

When it comes to advertising, Myntra uses every available medium to promote their online shopping
business. Myntra tries everything, from newspaper ads for impending sales to television commercials
with well-known personalities.
The television advertising for Myntra are dubbed in regional languages to appeal to a wider audience.
"UnSkippable," one of its ad campaigns, was launched in Tamil, Telugu, Kannada, and Hindi. In India, a
brand undertaking a campaign must ensure that its commercials are accessible to a wide range of
audiences, and language should not be a barrier to expressing the brand message.
https://www.facebook.com/ibhavyasachdeva/videos/2480838455298950/?t=14

6. Billboard
Myntra employs the traditional method of billboard advertising for offline visibility. As a result, it
reveals that they advertise both offline and online.

7. Sponsorships and Partnerships

Myntra collaborates with other businesses and events to reach a larger audience. Myntra is the official
sponsor of India's most popular cricket team, the Chennai Superkings of the Indian Premier League. The
Myntra logo is printed on the team's jersey, and the team members can be seen wearing the jersey in
numerous tiny advertisements and posters.
 8. Engage Audience
Myntra is not only focussing its marketing strategy on selling its brand but it is also engaging audiences
with its content. Myntra is engaging audiences with their blog website where they publish blogs related
to fashion and lifestyle. Also, their latest Myntra Fashion Superstar was a part of their strategy to
engage customers.
 IMC TOOLS & TECHNIQUES USED BY AMAZON

Amazon incorporates various IMC tools and techniques into its overall marketing and promotional
techniques. Here, are few real-life illustrations of how Amazon incorporates various IMC tools to
gain competitive edge over its rivals.

1. ADVERTISING
Amazon undertook brand building activities using different strategies. In the Indian market itself, it
has led various important and successful campaigns. Some of them are:

#WeIndians
#AurDikhao
#ApniDukaan

a. #WeIndians
The first campaign launched by Amazon to enter into the Indian market is #WeIndians. This
strategic move was taken by considering the Indian market which was mostly inclined towards
brick & store purchase. Amazon started out with this campaign to create awareness among the
people that their product is genuine and original.

b. #ApniDukaan
Later, Amazon came up with a new campaign named #ApniDukaan to encourage people to try
their services. Through this they wanted to create awareness regarding the simplicity and safety of
their application and to gain the trust of the consumers. The main tagline was. 'Ek baar amazon try
Kar….Ho ke befikar’. The ads in the campaign were in accordance to the services provided by the
amazon like easy return, one day delivery and Cash on delivery
c. #AurDikhao
The main objective of the campaign was to generate awareness among customers about amazon
having 22 million products. They helped to engage existing customers and create buzz gathering
new buyers. To create this awareness, they used both electronic and social media to communicate.

Television; ads
The 2-minute advertisement showed many typical Indian families asking each other to show more
things #AurDikhao. It was usually played during the IPL matches to garner attraction of a large
number of populations. As in India, Cricket is the sport which is been watched by large number of
consumers. The catchy line of campaign was “Hindustani Dil kheta hai .....Aur dikhao. Aur
Dikhao”.
 Print Ads
Amazon newspaper advertisements are displayed just before the launch of any new service. For
instance, their introduction of a new service ‘amazon echo’ ad is shown below:

Billboards
Amazon billboards are displayed on prime locations in various cities as part of their advertising
strategy. For example, here is a picture of one of its billboard’s campaigns displayed in Mumbai,
India

Radio Ads:
Amazon generally does not use radio as their mode of communication but this year the company
tried its hand into this. According to a report, radio ads help to convert awareness into purchase.
The AM/FM users are more likely to make an Amazon Prime purchase.
2. SALES PROMOTION
Amazon continuously uses sales promotion techniques on a variety of its offerings on a daily basis.
Most of the offers are of the ‘Buy 1 Get 1 Free’ or ‘Buy 2 Get 1 Free’ kind, while there are many
discounts and lowered fares on a lot of the products. Apart from these, the retail outlets have offers
based on various festivities as part of its ‘Harr Tyohaar Amazon’ campaign.

Coupons
For all the people who hunt for coupons for almost any purchase under the sun. One of the great
ways to get on board to customers is by sending them a coupon via mail every month or fortnight if
possible. As a surprise element, one could even place them at the point of purchase. To ensure they
stick around for large period of time, a loyalty program works best.
Off-season discounts
This is one of the things that sets you apart from the competitors. Amazon ensures that it takes out
many off-season discounts for several occasions such as a yearly anniversary in the industry or the
fact that you reached a great customer milestone. This is a great way to increase the gross profit for
the duration of the sale. The most important part is to sustain the campaign over a decent time
period without incurring losses.

3. EVENTS & EXPERIENCES

Amazon hosts various annual sale events such as the very popular and successful Amazon New
Year Pantry Sale, Amazon Republic Day Sale, and Big Accessories Heist etc. One of its most
popular events is the ‘Prime Day which is a two-day only shopping event exclusively for Prime
members.

4. PUBLICITY & PR
As part of its publicity and PR stints, the e-commerce giant maintains a family friendly image by
using ads and posters that show families shopping and helping others via digital medium. Some of
these are illustrated as below:
It has ensured to create a relatable content taking into consideration different situations. For
instance, during covid, it has ensured that being indoors is not that bad if we make the best use of
what we have.

5. SOCIAL MEDIA
The world’s population is 7.7 billion, out of which 3.5 billion people are on some or the other
social media platform. This undoubtedly provides a lucrative incentive for brands to be on these
platforms as well. Amazon uses Twitter, Instagram, and Facebook not only to maintain its presence
but also to interact with the people. These platforms are used to provide information to the
prospective customers and also learn what is it that customers want and where do their preferences
lie. This helps the brand to provide products that will be well received by the customers.

SOURCE: Twitter
They are active in the Pinterest; Instagram constantly hold polls and contests on their page to stay

up to date to their customers preferences.

6. MOBILE MARKETING

Amazon likes to be where their customers are and in this day, and age it’s on mobile phones.
Along with being at the right platform it’s also about making the most of it. With the attention
span of people only decreasing and competitors fighting with all their might it’s all about
ensuring the right information reaches them. Instead of bombarding the customers with
irrelevant information Amazon chooses to send them text messages about their lucrative
offers. They also have a mobile application “Amazon Profit Club’’ which is a loyalty program
providing numerous offers.

7. DIRECT& DATABASE MARKETING

The marketing strategy is termed as direct marketing when the sales pitch is directed to
potential customers personally. There exists a direct interaction between the customer and the
seller. This is done through various techniques like direct mail, telemarketing, direct selling,
direct response marketing and numerous other ways.

8. PERSONAL SELLING

In Amazon, company’s selling representative has a face-to-face interaction with customers

personally. E.g., door to door selling.

22 | P a g e
An example of a personalized email can be found here.

It also offers highly personalized coupons to its consumers via email, causing them to open and
read each personalized email that Amazon sends.
Amazon is honing its digital marketing approach to ensure that they are at the forefront of digital
marketing and providing shoppers with what they want, easily and quickly.
Amazon continues to develop more engaging material and apply it in the best way possible to stay
as competitive as they are now, having established an identity as the world's largest internet
storefront.

23 | P a g e
24 | P a g e
 CHANGES THE MAIN BRAND HAS MADE IN PROMOTION
MIX TO ADDRESS THE COVID-19 PANDEMIC SITUATION

 Myntra realized that the way people are working from home and spending time in front of
their computers, there is a need for lounge wear and leisure wear. “We reached out to our
partners who gave us work from home essentials and fashion essentials and we stayed
relevant for the customer."

 To keep their customers further engaged, the company also began pushing content online,
on how to stay fit at home and DIYs (do-it-yourself) videos on a range of issues. This
increased engagement and the traffic on Myntra’s website went back to its pre-pandemic.

 The company has developed an omnichannel network in which it has worked with a
number of brands to have their products delivered directly from their offline locations,
which are located near the customer's home. The goal is to get the things delivered the
same day or the following day.

 Wildcraft, India's fastest-growing outdoor gear, clothing, and footwear business, has
teamed with Myntra to sell face masks on its platform. Other businesses quickly followed
suit, and a new category for masks appeared on Myntra.

 Major fashion firms had to rethink their go-to-market strategy overnight, with actual brick-
and-mortar stores closed owing to lockdowns and people staying away from shopping
malls. Myntra finds itself in a unique position to assist them. Myntra has moved their
whole data infrastructure, including supply chain management, inventory, and website
capabilities, to Microsoft Azure just before the epidemic. In addition to offering Myntra,
Azure's built-in Machine Learning technologies accelerated the creation of sophisticated
analytics capabilities to better understand their customers, giving them the elasticity to
cater to demand spikes.

 Myntra was able to provide meaningful analytics to partner companies about what users
were looking for from the beginning of the lockout, and helped them prioritise their
products accordingly. Some of the first takeaways from what customers were looking for,
watching, and buying revealed that a growing number of customers were staying at home,
juggling work and family responsibilities, and wanted garments that were both functional
and comfortable.
 With data and machine learning, Myntra is upending the apparel industry's long-standing
conventions. It can now supply marketers with customer insights that consider not only the
consumer's profile but also aspects such as the consumer's location, weather patterns, and
what other consumers with comparable criteria are buying.

25 | P a g e
 Myntra mainly works and puts importance on online marketing channels in order to direct
the customers to their website through targeted online marketing channels.

 Online marketing channels is the process of utilizing web-based channels in order to

communicate various information about a company's brand, products, or services to its
potential customers. These includes sponsored searches, social media, display advertising,
search engine optimization, Google AdWords, portal advertising, email marketing
campaigns and some television advertising.

 MYNTRA ON SOCIAL MEDIA-Amazon is always posting product promotions or

information about their current offer across its various social networks, this has helped
Myntra greatly to drive more interested online shoppers to their websites which has
increased their sales more than any other online merchant.

26 | P a g e
 SUGGESTIONS / RECOMMENDATIONS FOR FUTURE
PROMOTIONAL ACTIVITIES OF MYNTRA

1. PLATFORM WISE STRATERGY

 Facebook

The Myntra Facebook page is one of the few eCommerce brand pages in India with a
community of over a million members. But even with a million people, I find the
engagement to be a downer. And the content approach is to fault. There are 3-4 (usually 3)
updates per day, with only one generic/engaging update and the rest being self-
promotional. While I can't say whether the self-promotional posts are producing purchases
or not, I can say that they are affecting the page's engagement rate. 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 must be a delicate balance between engaging and’
sales' material, but the scales are now tipped in the wrong direction.

 YOUTUBE
The YouTube channel has been around for a year, but there isn't enough stuff on it. There are
several TV commercials and other (again!) self-promotional videos. They could have added so
much fashion-related video content for a brand that deals with fashion. Not only would their

27 | P a g e
target demographic have enjoyed it, but it would have greatly aided Myntra in establishing its
authority.

 BLOG
Myntra has a blog called StyleMynt to go along with their ecommerce site. It is also routinely
updated when it comes to fashion trends, style suggestions, and several other things related to
fashion and style. Although the content is excellent, the blog entries have a very low level of
involvement. There is very little social sharing, and finding reader comments was also.
3. Improving product recommendations: When you place an order on the Myntra marketplace,
you'll see a list of two or three things that the firm recommends. However, these suggestions
aren't always creative, and they may even promote the same thing from a different brand, which
isn't relevant to the consumer because they've already made a purchase. The recommendation
system should not make the assumption that the user wants two more quantities of the same
product. It would be more appropriate and useful to propose additional products from the same
category. 
4.Selling private brands might help them boost their profit margins.

5.By collaborating with star designers from Bollywood movies as Bollywood costumes by actors
have a high demand especially in the female demographic.

6.Bridal collection to leverage India's large wedding market.

7.Expansion into international markets can help a Myntra grow.

28 | P a g e
 REFERENCES

https://blog.bobsledmarketing.com/blog/covid-19-utilizing-amazon- dsp-to-drive-growth

https://etaileast.wbresearch.com/blog/amazons-engaged-buyers-drive-social- media-revenue
https://tinuiti.com/blog/amazon/amazon-sponsored-display-ads-guide/
https://www.mbaskool.com/brandguide/it-technology/12881-myntra.html

https://marqueex.com/myntra-marketing-strategy-their-success-mantra/
https://www.livemint.com/companies/start-ups/how-myntra-rode-the-covid-19-storm-
11590076553569.html

https://www.thehindubusinessline.com/info-tech/how-myntra-clicked-during-covid-
lockdown/article31926285.ece
https://www.business-standard.com/article/companies/myntra-onboards-200-fashion-brands-to-help-
them-tackle-coronavirus-impact-120112701380_1.html
https://www.exchange4media.com/coronavirus-news/myntra-supports-ongoing-covid-relief-efforts-using-
customers-myntra-insider-points-113163.html

29 | P a g e