Case Study Of Flipkart

FLIPKART AN INNOVATIVE FRONT
Flipkart has evolved into a $100 million retail giant in a matter of five years from a start up with an investment of just four lakhs. The shortage of time and the accessibility to a wide variety of products serves to be big drivers for online shopping. Flipkart has been loading at a rapid pace in the psyche of the Indian consumer through the varied strategies employed by them. Initially it used the Internet Web strategy in which flipkart used Google Ads, blogs, Twitter, Facebook and YouTube for its expansion and relied on social media for the feedback mechanism.
Though they started with a consignment model in maintaining their inventories they were so adaptive to change into warehousing model inorder to have better
It was the Big Billion Sales Day at Flipkart! It was a plethora of products with unbelievable discounts. Though it was reasoned that the sale was to mark the venturing of Flipkart in 2007, a lot of customers were bewildered about illogical prices like Re 1 for a pen drive and branded electronic goods for Rs.99. Other than the prices that were below the ground there was also a lucky draw happening throughout the day for cash back offers on specific banks’ credit cards. The sale was happening on a mega scale with 15 million products across 70 categories. As promised in the promo, the sale had at least 30% discount on all mobiles and extra discount on select brands like Motorola and Xiomi. The deep discount spanned across all featured products from consumer electronics to cosmetics. The next question that popped in was “How will they be able to deliver all of the orders, all over India in promised 1 day delivery?” Flipkart had answers. They had hired 10000 delivery agents in addition to existing deliverers exclusively for Big Sale Orders. So all ‘4 P’ were perfectly in place, Plethora of Products, Penetrating Prices, Already wide spread promos and deliverers in place to deliver across India. Flipkart went out of the way to have answers to the questions. But surprisingly they had missed on a few questions themselves. The totally customer centric strategy that should
On behalf of Flip Kart, the CEOs themselves addressed the individual customers through electronic mails, whose mail ids were already registered in the database stating that they were unprepared to meet such overwhelming response from the consumers. The organisation was prompted to respond by open criticisms on air and they made a clever choice of avoiding personal confrontation with the consumers but to address them as a group.
The letter started with the appreciation of customers’ effort in respecting the billion dollar sale proposed by flipkart. The tone of the letter was carefully carved to express how deeply flipkart customers are valued. After explaining the how’s and why’s of the happenings, there was a whirl of promises for the customer.
The letter was too long for an e-mail. People who shop online to save time won’t care about reading the lengthy letter completely. And Flip Kart was accused of pricing-scams in the sale but the letter did not have any explanation about it. Altogether, It was seen as a letter to regain the lost reputation of the organisation.
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