Competitive landscaping for

FlipKart
Final report
Group 8
STKCI 3

Aug 2024
 Contents
• Executive summary

• Competitive Landscape

• Analysis

• Key takeaways
Executive summary
Competition: Flipkart is under significant pressure from competitors like Amazon, Myntra, Ajio, etc
Issue 1 which affects its market share and customer retention. Amazon's superior logistics, technology,
and Prime membership provide it with a competitive edge.
Competitive Landscape: Flipkart has a strong presence in India with over 150 million products
Issue 2 across multiple categories and a well-developed logistics network. However, Amazon leads with a
wider product range and faster delivery options through Prime.
Pricing Strategy: Flipkart employs competitive pricing with frequent flash sales and bank offers,
Issue 3 often matching or slightly undercutting competitors' prices. However, competitor's dynamic
pricing and Prime-exclusive deals create a strong competitive barrier.
Customer Experience: Flipkart scores high on customer satisfaction, offering a user-friendly app
Issue 4 and personalized recommendations. Yet, Amazon's extensive customer service and innovative
technologies like Alexa integration give it an upper hand.
To enhance its competitive position against Amazon, Flipkart must continue to innovate in
technology, improve its logistics and delivery services, and explore new market segments,
Synthesis particularly in tier 2 and 3 cities. Strategic partnerships, aggressive discounting, and expansion into
new categories are also crucial for maintaining and growing its market share.
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 COMPETITIVE LANDSCAPE
MARKET LEADER CHALLENGER NICHE COMPETITOR
AMAZON
FLIPKART
MYNTRA
AJIO
MEESHO
NYKAA

PRODUCT Fashion & Home & Electronics Groceries Digital Content Travel
Beauty Living & Devices Bookings

AMAZON PRODUCT
FLIPKART
PORTFOLIO
MYNTRA
AJIO
MEESHO
NYKAA
Issue Tree

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Analysis: Issue Tree Breakup

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Issue Tree – Break-up

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Competitive Landscape
Parameter Flipkart AJIO Myntra Meesho Amazon

Over 150 million products

Focuses on fashion with Over 30 million products, Over 200 million products
across 80+ categories, Offers over 5 million
Product Range and over 2 million products, focusing on budget and across all categories,
including electronics, products primarily in fashion
Availability including clothing, unbranded items, primarily including electronics,
fashion, home essentials, and lifestyle.
accessories, and footwear. in fashion and home. fashion, and groceries.
and groceries.

Competitive pricing with

Premium pricing strategy Premium pricing with Low-cost strategy with
discounts up to 80% during Competitive pricing with
with occasional discounts; frequent sales; average products often priced 20-
Pricing Strategy sales; average discount rate discounts averaging 20-50%
average discount of 15-25% discount of 20-40% on 30% lower than
of 20-30% on electronics during major sales events.
on branded items. fashion items. competitors.
and fashion.

High customer satisfaction

Customer satisfaction score High satisfaction score of Rapidly growing customer High satisfaction score of
with a score of 4.5/5; user-
of 4.3/5; strong focus on 4.4/5; offers personalized base with a satisfaction 4.6/5; offers extensive
Customer Experience friendly app with features
like personalized user interface and shopping experiences and score of 4.0/5; focuses on customer service and easy
experience. easy returns. social commerce. returns.
recommendations.

Extensive logistics network Extensive logistics with

Relies on Reliance Retail's Utilizes Flipkart's logistics Relies on third-party
with 90% of deliveries Prime offering same-day or
Logistics and Delivery supply chain; average network; average delivery logistics; average delivery
within 2-3 days; operates next-day delivery in major
delivery time of 3-5 days. time of 3-4 days. time of 5-7 days.
over 1,000 warehouses. cities.

Invested heavily in AI and Innovative social commerce Leading in technology with

Leverages Flipkart's
machine learning for Utilizes advanced analytics model allowing users to sell Alexa integration, drone
Technology and Innovation personalized shopping; for inventory management technology for personalized products directly; app delivery trials, and advanced
recommendations and AR
launched Flipkart Quick for and customer insights. available in multiple recommendation
90-minute delivery. features. languages. algorithms.

Rapidly gaining trust, High global brand trust;

Holds 48% market share in Growing brand recognition; Established brand in fashion
especially in tier 2/3 cities; consistently ranked among
Brand Loyalty and Trust Indian e-commerce; strong appeals to fashion-conscious with high loyalty, especially
focuses on community- the top e-commerce
brand recognition and trust. consumers. among millennials.
driven sales. platforms
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 Analysis: Pricing FLIPKART uses Competitive Pricing Flipkart often
matches or slightly undercuts competitors' prices
Amazon uses Dynamic Pricing Uses algorithms to Discounts and Offers Frequent flash sales, bank offers,
adjust prices in real-time Prime Membership Offers and seasonal discounts to drive sales, Private Labels and
exclusive deals and discount subscriptions. Everyday Dynamic Pricing
Low Pricing and Price Matching.

AJIO uses Competitive Pricing offers competitive NYKAA uses Premium Positioning: Focuses
prices to attract price-conscious customers Frequent on premium beauty and wellness products with a
Sales Regular sales events and discounts Private Labels high-margin strategy. Exclusive Deals Flash
and Dynamic Discounts. Sales and Offers, Loyalty Programs

Myntra uses Exclusive Collections Offers exclusive

and high-quality fashion items which are priced at a MEESHO focuses on Low-Margin, High-Volume
premium Seasonal Sales sale events like End of Season Social Selling Leverages social media influencers
Sale (EOSS) and festive sales Brand Collaborations and resellers to reach a wider audience at affordable
and Discount Coupons. prices Frequent Discounts and Regional Pricing

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 Analysis: Growth

Company Growth Strategies

Expansion into lower-tier cities, focus on private labels, strong
logistics network, aggressive discounting, strategic partnerships
Prime membership, focus on electronics and consumer durables,
expansion into grocery and pharmacy, AWS cloud services,
international expansion

Reseller model, focus on tier-2 and tier-3 cities, social commerce, low-
cost products, expansion into categories beyond fashion
Strong focus on fashion and lifestyle, personalized recommendations,
private labels, exclusive launches, integration with offline stores

Integration with Reliance Retail, focus on Indian fashion, fast

fashion, celebrity collaborations, omnichannel strategy
Regional Markets Expand into tier 2 and tier 3 cities, offering localized
beauty and wellness products, Private Labels, Beauty Influencer
10 Partnerships: Collaborate with beauty influencers to create content
Analysis: Flipkart faces intense competition from Amazon, impacting its
market share and customer retention.
Key Question: How can Flipkart enhance its competitive position against Amazon?

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Key takeaways
Basis of
Comparison

Strong logistics, diverse Superior

Strong brand in Backed by Unique social
Competitive product range, deep technology, global Strong brand in
fashion, exclusive Reliance, unique commerce model, low
Advantages understanding of Indian experience, Prime beauty products
collections fashion offerings prices
market membership

Value-conscious Women looking for

Broad, value-conscious Mass and Premium
Target Market Young, fashion- Young, fashion- consumers, especially beauty and personal
Indian consumers market
conscious conscious in tier 2/3 cities care products
individuals individuals

Social media Social media Social media Social media

TV ads, influencer TV ads, online
Marketing marketing, marketing, marketing, influencer marketing, influencer
marketing, social media advertising, brand
Strategies influencer influencer marketing, community marketing, celebrity
marketing sponsorships
marketing marketing building endorsements

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Thank you.
STKCI Section 3
Group 8 members

1. Aniket Singh (173008)

2.Anand Ranjan (173007)
3.Jude Paul (173022)
4.Paridhi Agrawal (173027)
5.Swapnil Mendiratta (173053)
6.Vansh Gupta (173056)
7.Vidya Shankar (173059)
8. Chirag Jain (173051)