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Online Reta
Grou
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Industry OverviewWhat is E-Retail ?Pertains to trading in goods and services through the
medium.
The e-commerce retailmarket is among Indiasastest-gro!ing markets andis e"pected to gro! at a
#$GR o 52 per cent totouch %&'().* +illion +, rom %&'( +illion in/0according to 1P2Greport.
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&hare o E-retailing as compared to totindustr,
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This industr, is !itnessing appro"imatel, / to /. miltransactions per da,.
The ma3or categorieso goods thatdominate this industr,.
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The gro!th o E-Retail 4 actors
#onvenient rom home an,time6 an,!here6 !ith 0"* eas, onlintrust!orthiness o ecommerce sites and availa+ilit, o +rands.
The increasing penetration o internet and smartphones user in #oncepts such as 7online and application 8app9 onl, sales6 7+, in
discounts6 special discount coupons6 cash-+ack policies and specestivals continue to drive customers to shop online.
So
Why peoplebuy online ?
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Key Portals in the industry
lipkart.com $ma:on.come;a,. in &napdeal.com&hopclues.com.com
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The dominant pla,er in India FlipKar800 @ market share9
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IntroductionFlip!art ounded +, &achin ;ansal and ;inn, ;ansal in ;angalore
* It operates e"clusivel, in India6 !here it is headAuartered
1arnataka. It is registered in &ingapore6 and o!ned +, a &ingapore +a
compan,. Ranked amongst the top 5We+sites in India. ;egan !ith selling +ooks6 as the, are eas, to procure6 pro
margin6 are eas, to pack and deliver6 do not get damaged
&ales revenue o Rs./6(B crore 8/0-/596 !ith a loss ocrore.
"ision 2#2# 4 ;e a C +illion compan, +, the ,ear $ore purpose 4 To make shopping delightul or ever,one
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Flip!art % &rie' (ourney
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Flip!art )c*uisitions
l)
[2011]
Mime360 (diital content plat!or"
co"pany)
[2011]
Chapak.com (#ollywood news
site)
[2012]
Letsbuy.com ($ndian e%retailer
in electronics)
[201&]
Myntra.com ('nline !asion
retail)
[201]
Adiquity
(*obileadvertise"ent c
o"pany)
[201
Appiterate (*obile
"arketinstartup)
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+,"IRO,-+,)/),)/01I1PDFITI#$F
Dperating cost are likel, to increase +, /-/5@ aterimplementation o the G&T ;illlipkart dismissed the purchase o $irtel :ero Governplans to take e commerce +usinesses like lipkart to
$s per 'IPP6 lipkarts +usiness model is not recogniIndian 'I polic,
E#DHD2I#lipkart ran into diculties !hen the, oJered +ig disthe +ig +illion da, sales
The Krm has oJered loans to its sellerslipkart aims to +ecome a licensing platorm or inte+rand entering India
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&D#I$F+ $+out *@ o the internet users in India are in the age g
0 are more suscepti+le or moving to!ards online shop+ lipkart targeting ne! customers in Tier II and Tier III cit
TE#=HDFDGI#$F+ India has an internet user +ase o a+out (50 million as o
/5 lipkart gathers the data to personali:e the service
predictive anal,tics+ &ocial media advertising+ Pa,Lipp, is an online pa,ment solution launched +, lip
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POR+R1 FI"+ FOR$+1
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1R+,341+ &trong ;rand value
+ D!n Fogistics E-1art+ 'iversiKed strategic acAuisitions+ E"clusive M +road range o products
W+)K,+11+1+ Fimited 'istri+ution channel reach
+ 'ue to stiJ competition in the market M lo! customer rthe cost o acAuisition is high
+ E"cessive ocus on e"panding customer +ase rather thaproKts - Hot proKta+le operationall,
1WO ),)/01I1
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OPPOR6,II+1 =igh interest is sho!n +, the Oenture capitalistprivate eAuit, K
investments ;u,ing +ehaviour o the present generation is avoura+le
Increasing internet penetration opens up opportunities or e"pa %niAue product categor, +ased on demographic regions can +e International e"pansion o ipkart lipkart can oJer its logistics services to its competitors in onlin
!ith its logistics arm E-kart
4R+)1 #ompetitors capturing alternative market through innovative st &ince lipkart has the standard product categories6 there is too
competition +, diJerent set o pla,ers Entr, o Google in online e-+ooks Dur customers are still not ull, comorta+le !ith online transac
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$ore competencies Farge num+er o sel o!ned channels E"cellent customer services Farge +ase o lo,al customers Innovation in services and technolog,
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$ompetitive advanta7e logistics and operations inrastructure - a ver, high
entr, o!ing to its e"tensive capital investment and
to replicate strateg,-structure-culture mi".
Rationali:ed suppl, chain - In+ound logistics
&trategic !arehousing and distri+ution capa+ilit, -
Dperations
Well aligned ulKlment process - Dut+ound logistics
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"alue chain )nalysis"a#ued customer
,aret custo"ers -rice sensitive rban population $nternet users
/alue -roposition
Completely hassle free shopping experience with best services to everyone, everywher
in India.
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Primary activities
Operations
Customerp#aces an
order on#ine
$rder%o&n#oaded into
$rdermana'ement
system
A##ocate in!entorya'ainst the order
ick #ist(enerated)
ickin' is done
$rder ackin'*+n!oice and
,hippin' #abe#'enerated-
$rder ,hippedrom Warehouse
$rder /ando!er to Cour
,er!ice
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-ar!etin7 and sales+ 2ultiple domains4 &ED6 Google $ds6 &ocial 2edia6 Print 2edia6 TO #ommer
+ &ales Promotion4 DJers Lone - 'eals o the da,6 Top DJers6 &ave 2oreQ Pr&u+scription DJers
+ lipkart $liate Program
Taglines and promotions4
+ ;ookstore at ,our doorS6
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Outbound /o7istics1tora7e
+ 2a3or !arehouses in * cities 2um+ai6 1olkata6 'elhi6 Hoida6 Punand ;angalore
+ Regional distri+ution centres spread across Tier I and high volume
at over 5 locations
/ast mile delivery%
e1art 8lipkart Fogistics&hipping partner o W& Retail94 &pin oJ compan,6 more economical than other (rd part, logistics compa
Priorit, &eAuence4 e1art (PF 8;lue'art6 '=F6 etc.9 India Post
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$ustomer support#ot $nbound and outsourced call centre
$n%bound+ Sales ssistance
+ -roductSippin Related enuiry
'ut%bound
+ $n!or" custo"ers about delay in deliveries
+ 3eck status o! re!undsreturns
+ $nti"ation o! unsuccess!ul deliveries
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FlipKart strate7ies
Product 'evelopment 8Technolog,9 #ontinue to invest heavil, to create consumer riendl,
ocus on development o eatures using image6 speec
location o mo+ile devices.
Faunched a mo+ile +ro!ser e"perience through a !e+called lipkart Fite
Faunched a ne! universal Windo!s $ppS or all Wind
devices 8mo+ile6 desktops6 ta+lets9
2 k ti &t t i
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2arketing &trategies lipkart ver, !isel, used &ED 8&earch Engine Dptimi:ation9 a
$d-!ords as the marketing tools to have a ar reach in the on $dvertise in traditional media ne!spapers6 +anners6 +ill+oard
television media !ith prime time slot.
Dl".in and lipkart tie-up to leverage each others strength tocom+ined +eneKts o their platorms6 giving users a more holshopping e"perience in !hich the, can sell their used goods o+u,ing ne! products on lipkart.
#ustomer satisaction has +een their +est marketing medium lipkart launched a series o ( ads !ith the tag line - VHo 1idd
!orriesS
)wareness throu7h the advertisement
- Ho ear o getting !rong product- ( da,s guarantee
- Ho ear o giving credit card details- cash on deliver, eature
- Ho ear o getting duplicate product- original product !ith original gu
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&uppl, #hain strategies;ack!ard integration to o!n the logistics o deliver, Ek8lipkart save commissions !orth than @9Tied up !ith 2apm,India to license map data and locatio
technologies6 and deplo, location intelligence capa+ilitits logistics net!ork to strengthen its deliver, operatio
=as tied up !ith 2um+ais lunch+o" deliver, men6 as it trsmooth the oten dicult last stretch o its deliver, to c
2arket capture &trategies
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2arket capture &trategies #ash on 'eliver, 8increasing its user +ase +, 5@ !ithin B da,
on deliver,6 (- da, replacement polic,6 E2I options6 ree shippprice to gain customer conKdence
Faunched 7e8perience 9ones7 at locations across the countr
customers to pickup shipments at a convenient time and locatio Faunched lipkart irst6 a su+scription-+ased service that provida host o e"clusive +eneKts along !ith priorit, service eatures
Private Fa+els- 'igiip X consumer electronics Keld- lippid X liest,le apparels- #itron X cooking utilities and grooming products
For 1ellers 4Faunched a nation!ide campaign 7$pne &apne
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Ris!s : $hallen7es
6neven Orders 4 =ighest num+er o orders and sales get
during !eekendsestivals proves to +e tough or logistics aservice.
#hallenge lies to reduce operational e"penses and increase
2ultiple ta" rates across geographies - compliance o sale
ta" la!s2anage inconsistent +rand e"perience across platormsQ m
prolieration o technologies.
4i7h customer ac*uisition cost4 It has +een rising due t
competition +, the relativel, +etter oJ companies !ith mo
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Future prospects Investment in market development - Tier II 6 Tier III cities
Dn+oarding and training the suppliers suppliers ocus on improved customer service through technolog,
diJerentiate its +rand rom competitors Reduce operational costs and improve logistics Gain e"clusive selling rights o lu"ur, +randsitems. $ssociate !ith a larger num+er o suppliers and partners
nationall, and internationall, $+ilit, to scale to International markets &cale into untapped categories
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han! 0
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