Flipkart Ad Campaign

T ABLE OF CONTENTS 1. INTRODUCTION TO FLIPKART .. 4 A. HISTORY 5 FUNDING. ACQUISITIONS .. 5 B. BUSINESS RESULTS . 6 C. About the Offerings 6 D.TARGET pigeonholing 7 2. FLIPKARTS achievement STORY .. 8 A. 3. FLIPKARTS trade STRATEGY 9 flipkart Campaigns .. 0 A. digital AD compressS .. 10 B. PRINT MEDIA ADS . 10 C. FLIPKART TV AD obtain ka Naya brood 11 About the Campaign .. 1 Objective of the Campaign . 12 4. THE CHALLENGES IN THE COMMUNICATION 13 5. ONLINE / SOCIAL MEDIA sell .. 14 6. RESULTS 15 A. 7.ADVERTISEMENTS GOES VIRAL . 15 Digital Media abstract 15 A. Facebook Analysis. 15 Fan Data 5 Admin Interaction account. 16 Admin game Interaction . 16 DSMM Flipkart varlet 2 of 25 Admin Post casing .. 7 Admin Post.. 17 modification in Fan 18 Fan Change Per Week daylights . 8 Fan Interaction Rate .. 19 Fan Post Type. 19 Fan Post 20 thoroughgoing Fan . 20 Total peck talking close .. 21 B. peep Analysis . 21 Twitter Mention Map 1 nobble analysis .. 22 Twitter a ccount .. 22 Tweet as per day & hour . 23 C.Competitor Analysis 24 substance ab engrossr comparison .. 24 User mention comparison .. 24 DSMM Flipkart summon 3 of 25 1 . I NTRODUCTION TO FLIP KART Flipkart is an Indian e-commerce company headquartered in Bangalore, Karnataka.It was founded by Sachin Bansal and Binny Bansal in two hundred7. In its initial years, Flipkart foc utilize on online gross gross sales of books, neverthe slight it later expanded to electronic goods and a variety of separate proceedss. Flipkart offers multiple earnings methods the like credit card, debit card, meshwork banking, e -gift voucher, and the major of all bills on Deli precise. The bills-on- preservation model adopted by Flipkart has proven to be of prominent logical implication since credit card and net banking perceptiveness is very low in India. pedestal date 2007 Headquarters Bangalore, India Area served India Founder(s) ? ? Sachin Bansal Binny Bansal sedulousness meshing, Onli ne retailingProducts Flipkart. com, Electronic Wallet, Mime360. com, Chakpak. com, Flyte Digital Music shop class Services Electronic commerce revenue enhancement 12 zillion (US$220 maven thousand thousand) (FY 201112) Employees 4500 Slogan(s) The Online Megastore DSMM Flipkart rascal 4 of 25 A . H ISTORY Sachin Bansal and Binny Bansal, twain alumni of the Indian Institute of Technology Delhi worked for Amazon. com originally quitting and founding their own company. Initially they use word of mouth merchandising to popularise their company. A few months later, the company sell its first book on flipkart. com potty Woods Leaving Microsoft to Change the World.Today, as per Alexa duty rankings, Flipkart is among the top 20 Indian mesh sites and has been credited with organism Indias king-sizedst online bookseller with over 11 million titles on offer. Flipkart claims to live with had at least 100% harvest-festival all quarter since its founding. The store started with sel ling books and in 2010 branched out to selling CDs, DVDs, ready phon es and accessories, cameras, computers, computer accessories and peripherals, and in 2011, pens & stationery, other electronic items such as root appliances, kitchen appliances, personal financial aid gadgets, health cargon produces etc. Further in 2012, Flipkart added A.C, argument coolers, school supplies, office supplies, art supplies & life story style harvest-tides to its product portfolio. As of directly, Flipkart employs to a salienter extent than 4500 tidy sum. F UNDING Initially funded by the Bansals themselves with INR 400,000, Flipkart has raised(a) supporting from venture capital funds Accel India (US$1 million in 2009) and tiger Global (US$10 million in 2010 and US$20 million in June 2011). Flipkart. com, on August 24, 2012 announced the shutown of its 4th round of $150 million funding from MIH (part of Naspers Group) and ICONIQ Capital. A CQUISITIONS ? ? 2010 WeRead, a genial book dis cu t throughy tool.The stated finishing was to give Flipkart a kind recommendation plan for buyers to soak up informed decisions found on recommendations from heap within their societal network. 2011 Mime360, a digital content platform company. DSMM Flipkart knave 5 of 25 ? ? 2011 Chakpak. com is a Bollywood unuseds site that offers updates, news, photos and videos. Flipkart acquired the rights to Chakpaks digital catalogue which includes 40,000 filmographies, 10,000 movies and close to 50,000 ratings. Flipkart has categorically verbalize that it will non be knotted with the original site and will not use the brand seduce. 012 Letsbuy. com is Indias second largest e-retailer in electronics. Flipkart has bought the company for an estimated US$25 million. Letsbuy. com had been closed down and all the traffic of Letsbuy is deviate to Flipkart. B . B USINESS RESULTS Flipkarts reported sales were 40 million in FY 20082009, 200 million in FY 20092010 and 750 million for FY 201 02011. In FY 20112012, Flipkart is rotary to cross the 5 billion (US$100 million) mark as Internet usage in the country increases and citizenry get accustomed to making purchases online. Flipkart projects its sales to r to each one US$10 billion by year 2014.On aver age, Flipkart sells some 20 products per minute and is aiming at generating a revenue of 50 billion (US$1 billion) by 2015. C . A rung THE OFFERINGS Clothing Footwear Mobiles & Accessories Computers Watches, Bags & Wallets Cameras Books Home & Kitchen occasional Personal Needs Gaming TV, Videos & sound recording Music, Movies & Posters Baby C be & Toys Sports & Fitness ebook MP3 Downloads India is at the cusp of an e-commerce revolution and wed like to clutch Flipkart at the forefront as pioneers and trend-setters. DSMM Flipkart Page 6 of 25 Flipkart adjudge leaped from being a start-up to a fast increment mid-sized company.Backed by a strong funding of $31 million, Flipkart is rapidly expanding its network of w arehouses, dispersal centers, procurement operations, and 24X7 customer support teams. Flipkart yoke of operations is set to grow from atomic identification number 23 warehouses and 35 delivery centers to 25 warehouses and more than(prenominal) than 60 delivery centers across the country. DSMM Flipkart amicable Networking Youth RE-SELLING option for customers one of the primary(prenominal) Buiness Objectives Middle class families Gathering an audition for topical anaesthetic events Audience for events Community members foundation find an apartment to live in, ell their mature car, bike ,music system, laptop or furniture, get on their small business Community Members local community within a urban center coming together, meeting, trading and helping each other in many ship canal Local Communities D . T ARGET GROUP Page 7 of 25 2 . F LIPKARTS SUCCESS S TORY A humble beginning from books, Flipkart nowadays has a gamut of products ranging from Cell phones, laptops, comput ers, cameras, games, music, audio players, TVs, health care products, washing machines etc. etc. Still, Flipkart derives about 50% of its revenue from selling books online.Flipkart is the Indian commercialize leader in selling books both offline and online, it enjoys an online share of nigh 80%. The electronic items have a large number of players like Naaptol, Letsbuy, Indiaplaza, Tradus, Infibeam, Yebhi etc. The electronic market share is distributed among them in varied unknown proportions. India has about 13. 5 crore earnings users today where as the number of homes with railway line and Satellite (C&S) television is 10. 5 crore. The judge net profit users will reach a figure o f 30 crore by 2014 and C&S homes are expected to be 14 crore by 2014.Thus India has a tremendous internet growth and with the customers getting accustomed to e -commerce, the incoming of e-commerce sector is definitely rosy. An approximated 25 lac plenty hav e transacted online this year, the nu mber is all set to increase with time. Also to mention to the highest degree of the Flipkart customers use internet from PCs/Laptops to order goods. The use of mobile internet is very less at the moment, but with the advent of saucy ph ones the use of mobile internet for e-commerce transactions will soar with time. India has 8 crore mobile net users at the moment, the number is expected to swell to 22. 5 crore by 2014.Lets discuss the factors that lead to the deluxe success of Flipkart ? They always strove to provide great customer service. Flipkart customers are happier than with some of their competitors like Tradus. in, Indiaplaza. com i have myself experienced this a couple of times. ? Their website is great, easy to use, easy to lay out through the products, add products to wish itemization or to a cart, get product reviews and opinions, pre -order products, make payments using different methods, in unequal hassle- free and convenient. ? A very important point is that the y introduced the option of cash on delivery and card on delivery.This way people demonstrated more confidence in buying products. An interest DSMM Flipkart Page 8 of 25 fact, today Flipkart sells 20 products/min and have a massive customer base, still mor e than 60% of the Flipkarts customers use Cash on Delivery and card on delivery methods. This is because of two reasons, one is many people do not know how to make payments online. And secondly people do not have immense trust in e-commerce in India. Flipkart also provides a 30 day replacement warrant on its products and EMI options to its customers for making payments. Flipkarts reason of success is that it has a great customer retention rate, it has around 15 lac individual customers and more than 70% customers are repeat customers i. e. they shop divers(a) times each year. The company targets to have a customer base of 1 crore by 2015. A . F LIPKARTS market S TRATEGY Flipkart has been mostly marketed by word of mouth advertis ing. Customer gaiety h as been their best marketing medium. Flipkart very wisely apply SEO (Search locomotive Optimization) and Google Ad-words as the marketing tools to have a far reach in the online world. Flipkart. om ordained Facebook page has close to 9 lac likes. Flipkart tardily launched a series of 3 ads with the trail line No Kidding No worries. Kids were used to create the adverts to send out the put across if a kid can do it, you can also do it. The center is very clear to make people more comfortable with Flipkart, to generate a great customer relationship and fealty on the basis of great product prices and excellent customer service. All in all to create a great customer experience. DSMM Flipkart Page 9 of 25 3 . F LIPKART CAMPAIGNS A . D IGITAL A D CAMPAIGNS Primarily flipkart worked on online advertising ? ? ? SEO (most effective) SEM (pay per click) Facebook (needs better handling) Twitter B . P RINT MEDIA ADS ? Delivering happiness ? Comics print ad DSMM Flipkart Page 10 of 25 C . F LIPKART TV AD obtain KA NAYA ADD RESS A BOUT THE CAMPAIGN Ad Agency skilful productive Service Flipkart. com is out in the market with a new campaign titled, Shopping ka Naya Address. The campaign created by Happy Creative Services intends to take online shop to a wider audience this time and cover the non-metro areas of the country. The TVCs, which extends the kids as adults concept followed by Flipkart. om the h over-the-hill time, stress on highlighting bouncy benefits of shopping on Flipkart. com viz, cash on delivery, 30 day replacement policy, and guarantee of original products. DSMM Flipkart Page 11 of 25 The first TVC shows three generations of a family in one room wherein the kid (from the three generation) is receiving a mobile phone that he had ordered for his grand set about through Flipkart. com. His father (the second generation) expresses his apprehensions over buyi ng something online to which the old man (first generation) affirm s that he trusts Flipkart. com.The man insists how one can buy something merely by looking at a trope online to which his wife retorts that they got married the same way, as a matter of fact by looking at each others pictures. The background knowledge suggests that Flipkart. com is the new place to shop from. O BJECTIVE OF THE CAM PAIGN The aim is to popularize the brand name Flipkart like Xerox became generic to the product category and also became a verb for photocopying The maculation came through from Flipkarts customer feedback stories, where customers have told the company where and how they have used Flipkart to and their skinThis campaign has a total of cardinal films, while two focus on the customer experience, the rest are meant to embellish the new categories Flipkart has entered into The ad using children as adults has become a mnemonic that the Flipkart campaigns are now being identified with, some(prenominal) like the pug has become built-in to Vodafone DSMM Fl ipkart Page 12 of 25 4 . T HE CHALLENGES IN TH E COMMUNICATION Differentiate from Others being Humorous To differentiate from mighty thundering ads by Quikr, Jabong, OLX Many e-commerce portals have used umour as the primary ingredient for campaigns forward DSMM Flipkart Page 13 of 25 5 . O NLINE / SOCIAL MEDI A MARKETING Flipkart is a very social media focus brand and they wanted to create a high- level of engagement around the social media platforms. The campaign was unveiled aft(prenominal) a high engagement coquette variant on social media with phoebe bird short teaser videos on YouTube and Facebook. several(prenominal) conversations began about what Bob is possibly up to, a haschisch tag Shoppingkanayaaddress was also promoted on Twitter.The hash tag was also around the new advertisement where all the people who had drawn the viral advertisement went on to see the issue advertisement. DSMM Flipkart Page 14 of 25 6 . R ESULTS A . A DVERTISEMENTS GOES V IRAL ? The cam paign was unveiled after a high engagement teaser phase on social media with five short teaser videos on YouTube and Facebook. ? Several conversations began about quality of Flipkart Shoppingkanayaaddress was also promoted on Twitter. service, a hash tag The hash tag was also around the new advertisement where all the people who had seen the viral ad went on to see the complete advertisement. 7 . D IGITAL MEDIA ANALYS IS A . F ACEBOOK ANALYSIS The analysis is been done by using socialdon. com and simplymeasured. com. For analysis a realistic server is been used to fetch info from Facebook from 21st Feb 2013 to 21st March 2013. F AN DATA DSMM Flipkart Page 15 of 25 A DMIN INTERACTION RA TE A DMIN POST INTERACTI ON DSMM Flipkart Page 16 of 25 A DMIN P OST TYPE A DMIN POST DSMM Flipkart Page 17 of 25 C HANGE IN FAN F AN CHANGE PER WEEKD AYS