PROBLEM STATEMENT

Myntra is India’s leading platform for fashion brands and

pioneer in m-commerce play. With penetration of
internet in tier II and tier III cities and COVID lockdown
as catalyst, there has been a rise in the user base, most of
whom are first time buyers. In order to tap into this
market we are trying to solve the following issues

What are we trying to solve

 How can we make users aware of Myntra?
 How to build a digital shopping experience for new
buyers from tier II & III cities?
 How to overcome lack of trust factor?
 What should be the Go-To-Market strategy?

TEAM NAME : Bengeneious

MEMBERS : Garima Laghve, Vaibhav Raulkar, Sudeep Ruj
COLLEGE : Indian Institute of Management Bangalore
MARKET RESEARCH
QUALITATIVE QUANTITATIVE
Focus Group Interviews and Telephonic Interviews We checked how the features we suggest are significant for
 Group Size : 55 members (online mode), Age : 20-30 years customers through a survey. Each respondent was asked to rate
INSIGHTS: how these features will affect his/her purchase decision on a scale
 With current COVID scenario, people in tier 2,3 cities are more open of 1-5, where ‘1’ represents does not affect and ‘5’ represents
towards adopting online mode for shopping but they found it little affects strongly. We used this data to do hypothesis testing on
complex to use. suggested features using the ANOVA model. The p-values imply the
 While people are willing to buy commodities such as electronics, FMCG significance of each feature.
products, etc., they are reluctant in purchasing fashion goods online
owing to trust issues on return policies H0: This feature addresses a customer pain point.
 People in tier 2 and 3 cities prefer language in their native tongue H1: This feature does not address a customer pain point.
 People who orders shoes or apparels for the first time are dissatisfied
with the size generally and hence, they don’t use the app in future.

Secondary Data
 The e-commerce industry in India saw 17% YoY growth in terms of
sales. Sectors including fashion, health, FMCG, etc saw an avg growth of
133 percent YoY[1]
 Myntra saw a rise by 86 percent in tier II & III cities during sale post
COVID lockdown[2]
 In 2019, 56 percent of Myntra’s festive sales came from tier II & III Since the p-values are way above the usual significance level of
cities[3] 5% (thumb rule), we fail to reject the null hypothesis that each of
 A growth of 65 percent has been registered for shopping direct from the features except refund suggested has a significant impact on
brand’s website[2] the purchasing behaviour of customers. Now considering the p-
 As per a report by BASE, avg expense on fashion and accessories comes value, we can prioritize the interface calibration followed by
in the top 3 spends in ecommerce[4] colour palette recommendation, local language, Retail chat,
Different size respectively.
CUSTOMER JOURNEY

Approximately 70% begin Journeys are very short Where do shoppers buy
Consumers do not always
looking for a multi-brand ~68% are one-stop purchase Online mode- 27% buy from
seek newness. Almost 80%
store. ~64% takes less than an Amazon, 23% Top 4 brick
repurchase the same or
While ~25% look for a hour and mortar stores, 28%
similar item in the future.
specific brand brand and 22% others

START JOURNEY PURCHASE POST PURCHASE

Journey begins with a Despite all the buzz almost

consumer searching for a People decide not to make a 75% of purchase happens
Repurchase
specific brand/type of purchase almost a quarter in stores.
35 % more likely go to a
attire and are more likely of time because of not But when these similar
brand store or same local
to end in a purchase at having proper colour or size people buy online their
store looking to repurchase
brand- owned stores or basket size in terms of
an item
local stores or in some number of items and
cases websites amount of spend is higher
COMPETITIVE LANDSCAPE , STP AND GOALS
COMPETITIVE LANDSCAPE STP
Number of online shoppers in Tier 2 and Tier 3 is SEGMENTATION : People those who are looking for the ease of
expected to outpace Urban areas shopping online in tier 2 and 3 cities. They have the buying
propensity which can be leveraged in the coming years.
70 percent of the etailing GMV would be coming from
Tier II and rural areas by 2023 TARGETING : We are targeting the youth in tier 2 and 3 cities
with age ranging from 15 years to 35 years. Although they
might not be the decision maker but are quite aware of the
recent fashion and may influence the decision making in the
house significantly.

POSITIONING : Our idea position itself as easy to use app with

novel features like calibration, retail customer interaction etc.

GOALS
To increase awareness via targeting the Youth in Tier 2 and
Tier 3 cities

Create customized user experience for Tier 2 and 3 by

developing new version of Myntra- Myntra Lite for better app
experience

Include novel features to acquire and retain the customers

Use of targeted brand promotion to tap the youth market in

tier 2 and 3 cities
BIG IDEA 1 : -lite

“I find myntra a very complex app to use. Too many

features that I feel are not at all important to me.”

“I ordered wrong sizes many times and hence don’t

prefer as it requires judgement. Although the return
policy is good, but I don’t want my cash to get stuck” After our qualitative and quantitative research, we find that
complexity is one of the factors deterring the penetration in
tier 2,3 cities. So, we came up with the idea of Myntra-lite app
which will have some novel features in the app addition to
limited features from original app.

NOVEL FEATURES

Option of local language at the start of downloading the app

Retailer-Consumer live connect for real time chat

Interface calibration for accurate measure of shoe size

Colour palette recommendation

Iconic apparel and accessories of celebrity’s section (including
INSIGHTS - Out of 55 responses from FGD and telephonic local stars)
interview, 25% people find Myntra complicate to use. Given the Apparels wore by models with different structure for sorting
pricing of brands, the complex structure doesn’t help either. size issues
There is no such incentive to initiate the buying on the
platform in tier-2,3 cities.
 -lite : FEATURES
1 LOCAL LANGUAGE 2 RETAIL-CUSTOMER LIVE CHAT 3 INTERFACE SCALE

Retailer
Hi, is the L size
of this product
available ??

Right now we
don’t have it but
it will be available
in 3 days

Okay, thanks a
lot! I will wait ..

ISSUE – People in tier 2,3 cities don’t ISSUE – People are always hesitant to buy
understand the words ‘cashback’, ISSUE – When the product gets stock-out they shoes due to unable to comprehend the UK, US
‘refund’, ‘rebate’ etc properly and don’t know when it will be available next. and EUR size even after mentioning the size.
hence very reluctant to use the app Time is uncertain and hence customer might
in the first place. look for another app. SOLUTION – There will be a interface
calibrator where anyone can measure the size
SOLUTION – As soon as you complete SOLUTION – People will be able to chat live without looking for scales offline. It’ll give the
the installation, there will be an option with the retailer to get the status of any accurate measurement of foot size. Although
for the preferred local language. Also product and availability. Instant reply would it may be one time use but the customer
there will be a separate option inside remove the uncertainty. Any pics also can be getting satisfaction from it will help to retain
to change the language if needed uploaded from both the ends. them for the longer period.
 -lite : FEATURES
4 COLOUR RECOMMENDATION 5 ICONIC APPARELS OF CELEBRITIES 6 DIFFERENT SIZES

ICONIC
APPAREL
Prabhas Style

ISSUE – People in tier 2,3 don’t ISSUE – People in tier 2,3 cities. are often
connected to their favorite star and hence want to ISSUE – People in general are skeptical of the
understand the colour combination as
replicate the same style. But they don’t get easily sizes as in how it is going to look on them and
in what goes right with red colour.
and often confused about the colour shades . hence their buying willingness is not
They google on internet for the right
converted into final sales.
combination of the colour palettes
SOLUTION – Myntra lite will have different
SOLUTION – This feature will help them
SOLUTION – This feature will help sections on iconic apparels of superstars where
visualize the dress on different body
them choose a perfect combination of they will get the exact replica of the dress wore
structures.
colors and make their task super easy by their favorite stars
SUCCESS METRICS

FEATURES METRICS
Retail chat 1) Number of conversation per week
2) Time spent per user on the window
Calibration 1) Percentage of new users using the scale on monthly basis
2) Percentage of old users using the scale on monthly basis
Local Language 1) Number of new users using the app in local language
2) Count of old users changing to local language
Color recommendation 1) Time spent on the color palette section per user
2) Ratio of purchase per recommendations
Iconic apparels 1) Number of purchases per monthly
2) Count of reactions on particular product
Different sizes 1) Ratio of purchases with product having image with total numner of
purchases per month
BIG IDEA 2 – OFFLINE PROMOTIONS
 Myntra can sponsor college
fests like any cultural events
in famous NITs and University
college
 Organize the guest lecture of
well-known designers and
also workshops related to
fashion
Colleges
 Tie up with schools and conduct
competitions at school level like Schools  Myntra can tie with local retails and
Retail
fashion, beauty contest or could place their stocks with the local
traditional dress City wide shops.
 They can also sponsor the event like  Banners outside such shops will
Sports day, exhibitions and annual event significantly increase the awareness
functions
 Start summer camps

 Organizing events like Dress designing,

makeup contest attracting school and college
students to take part actively
 They can organise any sports event on city level
like under 15-16 cricket championship
 Myntra can come up with competitions during
festivals
BIG IDEA 3 – ONLINE PROMOTIONS
 Myntra can collaborate with local superstars like Swapnil
Joshi in Maharashtra. People in tier 2 and 3 cities relate
 They can make a brief cameo in famous local serials like
home minister in Marathi and distribute goodies.

 Myntra can tie up with famous

personalities who are making
videos of exercises like Sapna vyas Local stars
 People in tier 2,3 cities watch
videos of youtubers . Myntra can
collaborate with people like Ashish Social media  Myntra with local retail can send their
Chanchlani or Carry minati Influencers recent discounts festival via whatsapp.
 They can be active on the social media
Social handle of local famous stores and gyms
medium and advertise their latest offer
 REFERENCES

1) "Higher Demand from Tier 2, Tier 3 Cities, More Brands Online: How E-commerce Flourished During Pandemic," News 18 Business, [Onli
Available: https://www.news18.com/news/business/demand-from-tier-2-tier-3-cities-skyrocketed-more-brands-went-online-how-indian-e-
commerce-flourished-during-pandemic-2816521.html. [Accessed 16 October 2020].

2) "Myntra records 86% jump in customer base from Tier 2 cities during its first online sale post-lockdown," The Economic Times, 24 Jun
2020. [Online]. Available: https://economictimes.indiatimes.com/small-biz/startups/newsbuzz/myntra-records-86-jump-in-customer-ba
from-tier-2-cities-during-its-first-online-sale-post-lockdown/articleshow/76551721.cms?from=mdr. [Accessed 16 October 2020].

3) "56% of Myntra festive sales from small cities, towns," Outlook, [Online]. Available: https://www.outlookindia.com/newsscroll/56-of
myntra-festive-sales-from-small-cities-towns/1634645. [Accessed 16 October 2020].

4) P. Kalyani, "Online Shopping Trends, People Purchasing Power, their Choices and Preferences," ResearchGate, [Online]. Available:
https://www.researchgate.net/publication/307574930_Online_Shopping_Trends_People_Purchasing_Power_their_Choices_and_Prefer
ces_An_Indicative_Study_for_Online_Shopping_Trends_in_Tire_-2_Tire_-3_City_with_Special_Reference_to_Ajmer/link/
57c975c908ae3ac722a. [Accessed 16 October 2020].