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•Flipkart is an Indian e-commerce company founded in
2007, by Sachin and Binny Bansal and head-quartered in
Bangalore’s Koramangala neighbourhood, Karnataka. The
business was formally incorporated as a company in
October 2008, as Flipkart Online Services Pvt. Ltd.
•Both are alumni of the Indian Institute of Technology
Delhi. They had been working for Amazon.com
•They both wanted to open a portal that compared
different e-commerce websites, but there were hardly
any such sites in India.
•The trust was missing in the Indian customers. So what
Flipkart had to do was to instil trust and faith in their
•Flipkart was formed with an initial investment of 4 lac (co-
founder savings) and it aims at earning a revenue of 5000
crore by 2015.
•The company started from 2 employees and now has
around 4500 employees.
•During its initial years, Flipkart focused only on books
•Soon as it expanded, it started offering other products
like electronic goods, Air Conditioners, stationery
supplies and life style products and e-books.
•They started with the consignment model (procurement
based on demand) but soon the company started
opening its own warehouses as it started getting more
•It has launched its own product range under the name
"DigiFlip", offering camera bags, pen-drives,
headphones, computer accessories, etc.
•Flipkart Debuts Lifestyle Private Label under Flippd
•Flipkart has also introduced a new jewellery section
•It has also opened a music store which sells CD's and
DVD's of movies' music releases and music albums. It has
also acquired Bollywood movie content from Chakpak.
•Despite of being an online platform it initially started off
with word of mouth marketing strategy.
•It was started with a modest budget with investments
made by the co founders them self.
•But eventually it found different and newer ways of
marketing the site as Online shopping gathered
• Flipkart has always been very
creative when it comes to
advertising and has featured
kids in its films.
• In the year 2011, it kicked off their
new ad campaign ‘No Kidding,
NoWorries’ , the commercial.
•The three commercials being aired each highlight a
benefit that customers can avail while shopping on
flipkart.com-‘Cash on delivery’, ‘30-day replacement
guarantee’, and ‘original products with original warranty’
to make the online shopping experience hassle-free.
• In 2013 , they came with new campaign titled 'India
wants to know'.The campaign aimed to educate
consumers about the benefits, ease and convenience of
shopping on Flipkart.com, using the ‘kids as adults’
•Flipkart provides huge discounts and free home delivery
in 3-5 days.
•The discount is as high as 30% on the print rate of the
•They also have a special page dedicated to the discounts
offered by them called the ‘Flipkart Offers Zone’.
•Aims most segments except automobiles and groceries.
• The online store has spread to multiple categories
namely Books, music, mobiles, computers, cameras
,home and kitchen applications,TV and home theatre
systems, Personal and healthcare products and
stationary items as well.
•Majority of Flipkart are employed in Customer support
division. It was the first customer support division in India
to have 24x7customer support functioning.
•It has also tie up with Skype for the same on the website
for user delight.
•It also provides the facility of a ‘Feedback Form’.
•Flipkart’s vision was to become Amazon of India. In 5
years time, with the biggest market share, it has already
•It’s time for them to derive the big brand idea from the
expectations and experiences of the stakeholders,
employees and the customers and rebuild the vision for
•Flipkart has faced huge flak in terms of internal
• There is an urgent need to change this perception. No
company in this modern business scenario can have an
authoritarian mind set.