CRM paper - assignment
CRM Assignment
Flipkart
Sales Campaigns of Flipkart
Flipkart as a brand has built a strong association with kids in its campaigns. The TVCs feature kids in adult situations (and with adult voiceovers). The idea of using kids stemmed from the fact that no one trusts like children. It also signifies that shopping in Flipkart is very simple that even a kid can do it. The use of children is more from a brand identity perspective, not to mention they make the commercials all the more interesting.
Research insights for the Campaign
Flipkart found that there were two categories of people
a) Those who were already transacting online for tickets on sites like IRCTC and travel sites, but were not shopping for physical goods.
b) Offline shoppers – people who were skeptical about transacting online itself.
They found the common thread between them to be 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.
Flipkart used the above research insights as the core element of their campaigns and conveyed messages that would eliminate the fear of online shopping among people.
Flipkart already had the solutions to the above problems in place, i.e. multiple payment options (including cash on delivery), easy replacement policy, and the fact that they only dealt in original products that came with original warranties.
Their first campaign was No Kidding. No Worries. – Flipkart.com which was launched in August, 2011. The main aim was to convince people that it was safe and hassle-free to shop at flipkart.com. In short, build trust for the brand.
They had to voice the concerns in the minds of the consumers. So they chose a classic question / answer format that allowed people to recognize their own fears in every piece of communication. Since they
Flipkart
Sales Campaigns of Flipkart
Flipkart as a brand has built a strong association with kids in its campaigns. The TVCs feature kids in adult situations (and with adult voiceovers). The idea of using kids stemmed from the fact that no one trusts like children. It also signifies that shopping in Flipkart is very simple that even a kid can do it. The use of children is more from a brand identity perspective, not to mention they make the commercials all the more interesting.
Research insights for the Campaign
Flipkart found that there were two categories of people
a) Those who were already transacting online for tickets on sites like IRCTC and travel sites, but were not shopping for physical goods.
b) Offline shoppers – people who were skeptical about transacting online itself.
They found the common thread between them to be 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.
Flipkart used the above research insights as the core element of their campaigns and conveyed messages that would eliminate the fear of online shopping among people.
Flipkart already had the solutions to the above problems in place, i.e. multiple payment options (including cash on delivery), easy replacement policy, and the fact that they only dealt in original products that came with original warranties.
Their first campaign was No Kidding. No Worries. – Flipkart.com which was launched in August, 2011. The main aim was to convince people that it was safe and hassle-free to shop at flipkart.com. In short, build trust for the brand.
They had to voice the concerns in the minds of the consumers. So they chose a classic question / answer format that allowed people to recognize their own fears in every piece of communication. Since they