Analysis Of Flipkart

1721 words - 7 pages

• The Flipkart was founded in 2007 by Sachin Bansal and Binny Bansal, both alumni of the Indian Institute of Technology Delhi. They had been working for Amazon.com previously. The business was formally incorporated as a company in October 2008 as Flipkart Online Services Pvt. Ltd. During its initial years, Flipkart focused only on books, and soon as it expanded, it started offering other products like electronic goods, Air Conditioners, Air coolers, stationery supplies and life style products and e-books. The first product sold by them was the book, Leaving Microsoft to Change the World, bought by VVK.Chandra from Andhra Pradesh. Flipkart now employs more than 4,500 people.Flipkart's ...view middle of the document...

com. The ads end with the tagline, "No Kidding. No Worries." The idea of using kids stemmed from the fact that no one trusts you like children. The campaign is cute, it’s fun, it’s crazy and mostly happy, Mostly tapping the youth and also tried to convince people that shopping on Flipkart is hassle free and safe ,also try to convince people who prefer buy online conveying the advantages and benefits of Flipkart.second sub campaign was Don’t shop, Flipkart it. Also used the same theme but different messages In the first film, a man (played by a boy, along the same lines as previous Flipkart commercials) tells the viewer’s how Flipkart saved his life when on one occasion he had forgotten his wife's birthday. When his wife subtly reminded him, he managed to get the right gift for her from Flipkart at the last minute. After announcing Flipkart as his savior, the man says he doesn't shop anymore. He claims to just Flipkart now. In total, nine films have been shot. These are the first two of the three films in this campaign. The other six films are category films meant to throw light on the new categories The main aim was to popularize the brand name like Xerox become generic to product category and also become verb for photocopy, this campaign has total of 9 films, while 2 focus on The best customer experience to everyone, rest are meant to illustrate new categories launched by Flipkart. Third was “Fashion has a new address”The main objective was to address a target group that hasn’t experienced online shopping at all. The objective here is to build basic awareness about online shopping, apart from reinforcing the benefit of trust & reliability to increase consumer base.followed by “India Wants to Know” campaign Inspired by a popular TV news debate format, the film shows a news anchor engaged in heated debate with guests and at times cutting across for 'live updates', to address consumer concerns on online shopping. The campaign comprises four films. While the first film gives provides an overall idea of the advantage of shopping on Flipkart.com, the other three are intended to address specific service benefits that the brand offers: wide selection of brands, best prices, and easy and free replacement. This campaign is also more or less the same from the last one but with little variation ,here the target group is broader including both consumers of Flipkart as well as those who never experienced shopping experience on Flipkart or online. The main aims to educate consumers about the benefits, ease and convenience of shopping on Flipkart.com, using the ‘kids as adults’ theme.
1. What are the possible marketing objectives that you can infer for the campaign as a whole and its components?
• The major objective that I can infer for the campaign is to Awareness of the service and brand, building the trust, high consumer base, engaging the customer with brand and also to tap the untouched market, to sell the customer experience, tapping the large...

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