2. E-commerce industry of India
• Electronic commerce or e-commerce consists primarily of
the distributing, buying, selling, marketing, and servicing
of products or services over electronic systems such as
the Internet and other computer networks.
It can be in the following forms
• Business-to-business (B2B)
• Business-to-Consumer (B2C)
• Consumer-to-Consumer (C2C)
• Consumer-to-Business (C2B)
3. Cont..
The industry consensus is that growth is at an inflection point with key
drivers being :
• Increasing broadband Internet (growing at 20%) and 3G penetration.
• Rising standards of living and a burgeoning, upwardly mobile middle
class with high disposable incomes
• Availability of much wider product range (including long tail and Direct
Imports) compared to what is available at brick and mortar retailers
• Busy lifestyles, urban traffic congestion and lack of time for offline
shopping
• Lower prices compared to brick and mortar retail driven by
disintermediation and reduced inventory and real estate costs
4. In the second half of 2011 , 100 millionth user logged on inter
and mobile internet User crossed 600 million.
Indian e-commerce revenue grew to 6.3 billion in 2011 from
4.3 billion from 2010
14 million are buying online out of 100 million
5.
6.
7. Internet Population
Source : Comscore state of internet with the focu
On india
9. About flipkart
• Flipkart was established in 2007 by Sachin Bansal and
Binny Bansal, both alumni of the Indian Institute of
Technology Delhi.
• As of today, Flipkart employs over 4500 people
• It experiences 2 million unit sales and 4 million unique
visitors per month with sales growing at 25% per month,
eyeing a $50 million run rate
• Flipkart has 80% of market share in online
books business
Source : Wikipedia.com/flipkart
10. What sets it apart?
Path-breaking features like Cash/Card on Delivery
30 Day replacement policy and EMI options
Free shipping and low prices
As a testimony to the superior customer experience
Consistently recorded repeat purchase rates of more
than 70%
Flipkart’s own logistic system
17. Who Are Talking
• Brand flipkart has more affinity towards
male internet users contributing nearly 90%
of sales
Age Demographics Gender Demographics
22. Communication Strategy
Initial two years , Flipkart relied on word of mouth publici
SEO (Search Engine Optimization)
"No Kidding No worries"
23.
24. "No Kidding No worries"
• Agency: Happy Creative Services
The Brief
To convince people that it was safe and
hassle-free to shop at flipkart.com. In short,
build trust for the brand.
25. Research insights
• Two categories of people we needed to
speak to:
Those who were already transacting online for tickets on
sites like IRCTC and travel sites, but were not shopping
for physical goods.
Offline shoppers – people who were skeptical about
transacting online itself.
Lack of trust, and both groups had common fears:-
a) Fear of losing their money by having to pay upfront.
b) Unsure about quality of products and their warranties.
c) Fear of not having a place to replace / exchange a
product in the event of a problem, if any.
26. About Campaign
• Using children to give out the message, the TV
commercials make an attempt to reduce the online
shopping apprehensions of a consumer and coax him to
indulge in a shopping experience with Flipkart.
• A typical Indian consumer fears shopping online or using
his credit card.
• Poster child of trust
• Media vehicles chosen
TV, Print, Outdoor, Digital.
27. • A classic question / answer format that allowed people to
recognize their own fears in every piece of
communication
• Aired on channels like HBO, Star Movies, MTV, Star
World, MTV, Discovery India, AXN, CNN IBN, Sony Pix,
CNBC TV 18, History TV 18, Zoom, Movies Now, and
Times Now and ran for a month.
Source:
http://www.adclubbombay.com/index.php?option=com_content&view=article&id=3504&It
emid=37
28.
29. Market and client feedback
• Crossed a million views on YouTube alone within two
weeks, streaming on channels that were not owned by
Flipkart or the agency
• People actually started recalling the dialogues from the
commercials in normal conversation.
• Five most recalled campaigns of the festive season
• The most recalled campaigns of 2011 in polls conducted
by Financial Express, Business Line, Afaqs, Campaign
India and FHM, among others
Source : http://www.mxmindia.com/2012/01/ad-strat-no-kidding-with-flipkart/
30. Results
• The website traffic, orders and revenue all doubled post the
campaign
• In August Flipkart was clocking Rs 30 cr/month. By the end of the
campaign they clocked in excess of Rs 60 cr each month
• Website traffic jumped to 100 lakh visits per month and 1000 lakh
page views.
• Flipkart is now among top 30 sites in the country ahead of eBay
(Alexa rankings) and the largest e-commerce (physical goods) player
in the country
• New electronics categories- 40 percent to 60 percent in the two
months of the campaign
• Revenue touched 750 million in 2010-2011 from 200 million
