Assignment for Certificate Program - Digital Marketing: Customer Engagement, Social Media, Planning & Analytics by Columbia Business School Executive Education and Emeritus Institute of Management.

1. Individual Assignment
Innovative marketing initiative using the Connect strategy;
for a real company in the fashion industry
- By Shrishti Gupta

2. fashion e-commerce in India – market study
1999
2005
2007
2008
2010
2011
2012
2013
2014 2016 2020
2015 2017
Indiatimes shopping
Rediff shopping
ebay.in
Flipkart.com
Infibeam
Future bazaar
Shoppers stop
govasool
Snapdeal.com
Tradus
Yebhi
Yepme
Firstcry
Babyoye
Fashion&you
grabmore
Shopclues.com
Zivame.com
Homestop 18
Craftsvilla.com
Bestylish.com
Zovi.com
Edabba.com
Mirraw.com
Indiarush.com
Jabong.com
Junglee.com
Fashionara.com
Koovs.com
StalkBuyLove.com
Limeroad.com
Amazon sites
Clovia.com
voonik.com
Ajio.com
Forever21.in
Flipkart acquires
brand Myntra for
INR 2000 Cr.
Flyrobe.com
Abof.com
Amazon Fashion
Myntra buys
majority stake inHRX
Myntra acquires
Jabong in $70 Mn
discount dealMyntra.com
Online fashion
portals account for
4-5% of the total
fashion market,
comparable to sales
from department
stores put together.
Fashion e-commerce
in India is expected
to multiply nearly 4
times to $12-14 Bn.
Growing to ~12% of
the market share
Online fashion
industry in India
totalled $3 Bn.
Snapshot of the fashion e-commerce industry in India
 A joint study by BCG India & Facebook India confirms that by 2020, most people will shop for fashion online:
almost 30% of new shoppers expected to buy apparel & footwear.
Source: BCG Report 2017
#DigitalErra Report 2016

3. fashion e-commerce in India – market trends
2016 2020 (P)
Total Indian
fashion market
In USD Bn
68 – 70 100 – 116
3.5
14
Total online
fashion market
In USD Bn
Online fashion market, comparable to sales from
department stores put together, will increase to 11-
12% by 2020, multiplying nearly 4x to $12-14 Bn.
 E-commerce platforms such as Flipkart &
Amazon have diversified into fashion category
to increase its product offerings online.
 Recent acceptance & expansion of niche
online fashion platforms such as
redpolka.com, craftsvilla.com, zivame.com
 Offline apparel majors such as Tata, Reliance,
Arvind Mills, Raymond and Aditya Birla Group
are going online to expand market share
The growth of online fashion retail
 More than 30% of the total online commerce revenues comprises of apparels market; fashion
category falls under top 3 purchases online
 Limited penetration of branded brick and mortar stores among non urban consumers is increasing
the demand for online retailing
 Fashion retail businesses are spending increasingly to stay relevant to its TG via e-commerce
Source: BCG Report 2017
#DigitalErra Report 2016

4. fashion e-commerce in India – market distribution
Top Players
New Entrants
Fashion
Accessories
40%
Footwear
9%
Apparel
47%
Lingerie
4%
The online Indian Fashion catalogue
is dominated by Apparel (47%)
Market Players
NEW IN
MEN
WOMEN
SEASONAL
KIDS
SPORTS
LINGERIE
Top
Categories
Unique
Categories
Keywords
 Following Myntra's takeover of Jabong, Flipkart now controls ~70%of total online fashion market in India
 Myntra & Jabong are expected to collectively receive about 15 Mn visitors every month; offering ~60-70%
share of the branded apparel market online
Source: BCG Report 2017, #DigitalErra, Economic Times, Business Standard

5. fashion industry – myntra.com
Snapshot of brand: myntra.com
Myntra is an Indian fashion e-commerce marketplace company headquartered in Bengaluru, India.
 2007: The company was founded by IIT graduates with a focus on personalisation of gift items. It
mainly operated on the B2B model allowing customers to personalize products such as T-shirts,
mugs, mouse pads, calendars, watches, teddy bears, pendants, wine glasses and jigsaw puzzles.
 2010: Myntra shifted its focus to the online retailing of branded apparel.
 2011: It expanded its catalogue to include fashion and lifestyle products. Myntra tied up with
various popular brands to retail a wide range of latest merchandise from these brands.
 2012: Myntra offered products from 350 Indian and International brands. It also saw the launch of
Fastrack watches and of Being Human, the brand.
 2014: In May, Myntra.com merged with Flipkart to compete against Amazon which entered the
Indian market in June 2013, in an estimated deal of INR 2,000 crore (US$310 million).
 2014: Myntra's portfolio included about 1,50,000 products of over 1000 brands ranging from
international brands to designer brands and distribution area of around 9000 pincodes in India.
 2015: In May, Myntra moved on to app-only business model wherein customers can only buy and
transact in their site through smartphones. The move came after the site claimed that 95% of
Internet traffic on their site came mobile and 70% sales were generated through smartphones.
 2016: However, the company retracted its app-only model in an attempt to win back lost
customers since the move to app-only strategy generated mixed reviews and saw 10% dip in sales.
Source: Wikipedia, Myntra.com, Business Standard

6. myntra.com – business objective
digital presence across channels
~ 49K subscribers
~ 61 Mn total video views
~ 3.6 Mn followers & likes
~ 2.5K followers
> 10 Mn app downloads
~ 400K followers
~ 132K followers
~ 18 Mn Unique Visitors
Myntra.com has a strong digital presence; yet it
needs an omni-channel strategy to stay relevant
& connected with its customers
 ~ 50%
purchases in fashion catalog of myntra.com is
Apparel category
 ~ 38%
Apparel catalog is mostly dominated with Ethnic
wear category
 ~ 58%
Fashion Accessories sub category is dominated by
Jewellery items across the myntra catalog
Increase sales of branded clothing & fashion
accessories across categories
Increase customer interaction with brands for
both men & women users
Increase average spending per customer by
encouraging advocacy & connect strategy
Source: Business Standard, multiple
1
2
3

7. myntra.com – core & advocate TG
Core TG
 Men & Women | Age 18 – 45 years | Residing
in urban & metro cities | Online shoppers
 Digital savvy users | Explorers | Spend time
researching online before making a purchase
 Financially independent | Increased spending
power | Cash-on-delivery, payment wallet users
 Customers who like to stay updated about the
latest trends in fashion & industry
 Brand lovers | Trend setters | Prefer different
styles for different occasions
Advocate TG
 Bloggers & Vloggers who
write about fashion
 Page 3 & local fashion
stylists who innovate
newer styles & trends
 Celebrities & influencers
who endorse brands

8. myntra.com – digital innovation strategy
Offer users to connect with one another on
myntra.com and on its social media sites - encourage
users to create fashion collages across brands, blog &
vlog on styles, trends & tips and offer content to
follow users, comment, like, & share
Allow users to collaborate to
make a fashion community,
offer stylist hotline & other
user-generated services to
grow interactions with brands
Know customer lifetime value
to modify fashion products &
tips & services offerings at
every step in order to ensure
the repeat customer activity
Create relevant content across
traditional, digital & social
media platforms to target the
different customers segments
in their micro-moments
With a user-friendly mobile
app & 24X7 online & offline
services – being accessible is
key to ensuring myntra.com is
the #1 destination for online
fashion e-tailing Engage
Customize
Connect
Collaborate
Access

9. myntra.com – connect innovation strategy
Connect Strategies
Branded Fashion Collage Forum
Gamification: Virtual Trial Room
Value Add: Stylist Hotline
Blogs, Vlogs & Fashion Reviews
Customer Conversations
1
2
3
4
5
Offer virtual platform for users to try on branded apparels & accessories best fit for their size & style
Offer forum to allow users to share fashion ideas: 360* collage of branded clothing & accessory for different looks
Offer expert & user driven stylist hotline (online chat & offline on-call) to allow users to get the right tips & advice
Extend users to not only review or rate products but also submit their blog, vlog & upload their own styling videos
Tap TG across all social media and digital platforms – right in middle of their fashion & brand related conversations

10. myntra.com – strategies to connect users & drive sales (1)
Create a forum that will allow myntra users to
generate fashion collages of their favorite branded
apparels and accessories – to create the perfect
look for an occasion/ theme
#hiking
#skinnyjeans
Allow users to follow one another & like, comment
and share looks on their myntra homepage
Most popular & voted look of the day/ week – will
be bundled and offered on discount to users
Users who have purchased the look, can
contribute their personalized styled photos, blogs,
vlogs & fashion videos

11. myntra.com – strategies to connect users & drive sales (2)
Create a virtual trial room where users can try
branded apparels and accessories as per their size
& style in real time & make purchases
Allow users to upload their existing pictures from
gallery or real time pictures via webcam
Virtually the users can test their apparel/ accessory
size chart to thereby access recommendations
Using analytics by past user searches and other
user data, myntra to offer customized
recommendations in the virtual trial room
Myntra to offer user the possibility to connect
with experts and other users on fashion hotline to
get better suggestions on the products & brands
before they make a purchase

12. myntra.com – strategies to connect users & drive sales (3)
Design a customer centric omni-channel strategy to
stay accessible and relevant to the customers at all
stages of the digital journey with myntra.com
Tap users in their fashion conversations and engage
them with the brand leading them to make a
purchase on myntra.com
Offer customized recommendations at every step to
stay relevant to the TG
Engage with fashion influencers, celebrities & other
experts in the fashion industry to enhance users
engagement and connect on the platform
Encourage users to collaborate and generate new
product & service ideas for myntra.com
Listen and learn at every step of the
customer’s digital journey to make the
most of the interactions with the brand

13. Support for Innovation Success (1/2)
Myntra Team
 Products &
Innovation Team
 Tech + UI/UX Team
 Business Dev. Team
 Social Media
Managers
 Customer Acquisition
Strategy & Sales
Team
 & Marketing &
Brands Team
Customer Networks
 Myntra Users
 TG who are exploring
fashion online
 Online users who
advocate fashion
To look out of the organization & tap
newer ideas & innovations for the brand
To gather customer insights
around online shopping behavior
To create forums to allow users to
connect & collaborate with each other
To design strategies to keep the users
engaged with the brand, staying above
the defined targets
To tap customers & their conversations
on social & digital media
To define targets & metrics, brand value
& execute the marketing campaign
To study the current and future market
landscape and define business goals
To encourage them to blog, vlog
or upload their fashion styles to
advocate the brands & products
To engage them to create fashion
styles & collages & connect-follow
with other users socially
To pick up fashion
recommendations for users for
better purchase experience

14. Support for Innovation Success (2/2)
Strategic Partners
 Branded & stylish
fashion product
companies
 Fashion influencers &
Advisors
 Partner with TG
focused online
brands & services
 Data analytic
companies such as
Custora and SaaS
 Service agencies
such as advertising
To increase the product offerings to cater
to larger TG and styles & tastes, thereby
pushing more products & services
To drive cross promotional selling within
the same TG with attractive cross-
branded discounts & privileges
To support the fashion hotline service &
promote wide range of brands
To gather insights around customer
behavior & predictions; strategize & roll
out customized offerings for each TG
segment
To execute customer centric marketing
strategies for the brand myntra.com

15. myntra.com – mapping success
 Purchases made via
fashion forums & vlogs
As the user passes through each step of the marketing funnel, connect strategies will help identify the
success of the campaign
As myntra.com offers users to connect and collaborate with one another and the several
branded apparels and accessories on the platform – drive lead generation to measure the
conversion rate of this strategy to map the success of the digital campaign.
 Followers, Views &
Votes
Mapping user engagement and interaction along the connect strategies, such as vote for
fashion collages and looks created, video views, or likes-shares-comments on the myntra
website community and social media online will help measure the brand’s value.
 Purchase of stylish looks
– bundled offers
Realizing the Q-o-Q increase in the number of looks purchased, and number of existing
accounts creating the new looks & following othet users online will directly identify the
success of the campaign.
 Repeat Purchase of
Products
Analyzing the average number of bouquet services purchased by each customer, average
increase in spending online, increasing spends of partnering services will help in identifying
the customer’s lifetime value & average customer retention time span.
With these successes, myntra.com can not only increase its consumer base, enhance
product advocacy, increase sales of branded apparels and accessories, but also increase
its market share to fight competition & become the market leader…

16. Thank you…
- Shrishti Gupta