A STUDY ON MARKETING STRATEGIES OF MYNTRA

B. COM Dissertation
Submitted to St. Francis College for Women in partial fulfilment of the
the requirements for the award of Degree of
Bachelor of Commerce
By
CH SRI SAI VAISHNAVI
121321082011

Under the guidance of

DR. G. V SHARADA

Department of Commerce
ST. FRANCIS COLLEGE FOR WOMEN
BEGUMPET, HYDERABAD – 500 016
(Autonomous and affiliated to Osmania University)
 DECLARATION

I, Ms. Ch Sri Sai Vaishnavi, Roll Number 121321082011, a student of B.com III IB, St.
Francis College for Women, Begumpet, hereby declare that the Project Work titled ‘A
Study on Marketing Strategies of Myntra’ is my own work and has been done under the
Supervision of Dr. G.V Sharada, Dept of Commerce, St. Francis College for Women,
Hyderabad.

I hereby declare that the results embodied in this work have not been submitted to any
other Institution or University for an award of Degree or Diploma.

Date:
Place: Hyderabad

Ch Sri Sai Vaishnavi

121321082011
B.com International Business
Dept. of Commerce
St. Francis College for Women
Begumpet, Hyderabad – 16.

i
 ACKNOWLEDGEMENT
I would like to express my heartfelt gratitude to our Principal, Dr. Uma Joseph for giving
me the opportunity of conducting a research project which helped attain great knowledge
and exposure.

I thank my project Supervisor, Ms. Dr. G. V Sharada, for her support and help throughout
my project. I thank her for the constructive feedback, constant guidance and
encouragement that helped me understand and complete this project.

Lastly, I would like to thank my parents, family and friends for their patience and support.
A special thanks to all the respondents for their valuable help and feedback that helped
contribute in this study.

ii
 INDEX
PAGE
CHAPTER NO PARTICULARS NO.

I INTRODUCTION 1–3
1.1 INTRODUCTION TO MYNTRA 1
1.2 OBJECTIVES OF THE STUDY 2
1.3 RESEARCH METHODOLOGY 2
1.4 SCOPE OF THE STUDY 2
1.5 LIMITATIONS OF THE STUDY 2
1.6 CHAPTERISATION 2–3
II CHAPTER II 4 – 16
PART A - LITERATURE REVIEW 4 – 12
PART B 12 – 16
2.1 INTRODUCTION 13 – 14
2.2 INTRODUCTION OF MARKETING STRATEGIES 14
2.3 BENEFITS OF MARKETING STRATEGIES 14
2.4 MARKETING MIX OF MYNTRA 15 – 16
III CHAPTER 3 17 – 35
DATA ANALYSIS AND INTERPRETATION
PART A - DATA ANALYSIS AND INTERPRETATION 17 – 30
PART B - SWOT ANALYSIS 31 – 35
IV CHAPTER IV 36 - 39
4.1 INTRODUCTION 36
4.2 OBJECTIVES 36
4.3 RESEARCH METHODOLOGY 36
4.4 FINDINGS 37
4.5 CONCLUSION 37 – 38
4.6 SUGGESTIONS 39
Webliography 40
Annexure I, II, III

iii
 LIST OF TABLES
TABLE
NO TABLE TITLE PAGE NO

3.1 Gender 17

3.2 Age 18

3.3 Frequency of Shopping Online 19

3.4 Factors Influencing Purchase Decisions 20

3.5 Duration of Usage 21

3.6 Accessing Devices 22

3.7 Ways of Encountering Myntra 23

3.8 Most Effective Marketing Channels 24

3.9 Frequency of Promotions' Utilization 25

3.1 Appealing Promotions and Discounts 26

3.11 Differential Factors 27

3.12 Satisfaction Levels 28

3.13 Product Variants 29

3.14 Alternative Platforms 30

iv
 LIST OF GRAPHS
GRAPH
NO GRAPH TITLE PAGE NO
3.1 Gender 17
3.2 Age 18
3.3 Frequency of Shopping Online 19
3.4 Factors Influencing Purchase Decisions 20
3.5 D uration of Usage 21
3.6 Accessing Devices 22
3.7 Ways of Encountering Myntra 23
3.8 Most Effective Marketing Channels 24
3.9 Frequency of Promotions' Utilization 25
3.1 Appealing Promotions and Discounts 26
3.11 Differential Factors 27
3.12 Satisfaction Levels 28
3.13 Product Variants 29
3.14 Alternative Platforms 30

v
 CHAPTER – I
INTRODUCTION
 CHAPTER – I

INTRODUCTION

INTRODUCTION

Myntra, a leading industry participant since 2007, has constantly provided clients with high-
quality products and services. Myntra seeks to deliver a delightful shopping experience and
leverages technology to democratize fashion, assisting individuals in looking nice and
providing a wide choice of brands.

Myntra's adventure began in 2007 with Mr. Mukesh Bansal, Vineet Saxena, and Ashutosh
Lawania receiving funding from Erasmic Venture Fund. They established India's first e-
commerce B2B fashion store. They began by working on the B2B platform. Until 2010, Myntra
was a one-stop shop for personalized gift goods such as T-shirts, Mouse Pads, Mugs, and other
basic stuff.

Myntra chose to shift its focus from customized items to the lifestyle segment in 2011. This is
the year they introduced brands such as Being Human and Fastrack Watches on their site. On
the web platform, it underlined their firm stance in the fashion sector.

It was the first to attract foreign labels on a big scale, and in 2012, it was reported to provide
fashion aspects from 350 Indian firms.

They continued to undergo change in 2014 after Flipkart acquired their business. With 1000
brands as its cooperating partners, it documented a total coverage of 9000 pin codes in India.
It was said to have 150,000 goods in its online store in 2015.

Myntra's consistent success in the industry may be attributed to their embrace of the
unavoidable nature of change. They switched to the app format for mobile users in 2015. Ninety
percent of users are using the mobile platform, according to their preliminary investigation and
study. Myntra made the choice and followed through on it to achieve great success. 2015 also
saw Myntra purchase Native5, a mobile app company with its headquarters in Bangalore.
Through this transaction, their web presence in the Indian market was significantly increased.

2016 saw Myntra buy competitor fashion website Jabong.com, solidifying its dominance in
India's online fashion market. Myntra demonstrated its market presence in 2017 by

1
collaborating with the Ministry of Textiles. Through this collaboration, they began to advertise
India's handloom sector online.

1.1 OBJECTIVES:

 To understand Myntra’s marketing strategies.

 To understand customer’s perception towards Myntra.
 To conduct SWOT Analysis.

1.2 RESEARCH METHODOLOGY:

In this study, a combination of both Primary and Secondary Data has been used. Primary data
is used in the form of questionnaire method, which has been created using Google Forms and
distributed among internet and social media users. In addition to it, Secondary data has been
used to support the study.

1.3 SCOPE OF THE STUDY:

To study the concept of Myntra as a whole, analyse its various marketing strategies, consumer
perception towards Myntra. To identify and understand Myntra’s strengths, weaknesses,
opportunities, threats.

1.4 LIMITATIONS OF THE STUDY:

 This area of study is limited to 85 responses, thus cannot be generalised.

 The sample size is too small to reflect the opinion of the whole company.

1.5 CHAPTERISATION:

Chapter 1 – INTRODUCTION - This chapter gives a brief explanation, objectives, scope

and limitations of the study.

Chapter 2 –

Part A- LITERATURE REVIEW- This chapter contains research articles.

Part B- COMPANY PROFILE- This chapter contains Myntra’s Company Profile, Marketing
Strategies, 4Ps of Marketing, Marketing Mix of Myntra.

Articles which explain various strategies used by Myntra.

2
Chapter 3 – DATA ANALYIS – It includes various responses to questionnaire and analysis
and SWOT Analysis.

Chapter 4 – CONCLUSION AND SUGGESTIONS - This chapter includes conclusions of

the study and any suggestions given for improving the study.

3
 CHAPTER – II
LITERATURE REVIEW
 PART – A
LITERATURE REVIEW
 CHAPTER – II

LITERATURE REVIEW

PART A: RESEARCH ARTICLES

This chapter contains citations of past works related to Marketing Strategies and Consumer
Perception of Myntra.

1.Objectives of the Study:

To know how influencer marketing helps Myntra to boost its marketing campaigns and its
sales.

Analysis of the Study:

According to Reshma Tunk, the author of this study, influencer marketing has grown in
popularity in India, with businesses collaborating with social media influencers to promote
their products or services.

According to an Influencer.in poll, 80% of Indian marketers agree that influencer marketing is
a viable technique. Influencer marketing enables firms to reach a larger audience while also
increasing brand reputation. Myntra, an Indian fashion ecommerce startup, for example,
collaborated with fashion influencers to promote their current collection, resulting in a 200%
boost in sales.

Conclusion of the Study:

So far, we've talked about several areas of digital transformation in India, with an emphasis on
the influence on marketing. We have seen how the use of digital technology has transformed
these industries, allowing businesses to simplify their processes, improve efficiency, cut costs,
and improve the quality of their products and services. In marketing, we have seen companies
like Myntra has leveraged digital marketing to increase its brand awareness and customer
engagement. We have also discussed how digital marketing like social media has helped
Myntra to personalise their marketing campaigns, improve their efficiency.

4
2. Objective of the Study:

To study the Myntra’s “Go Myntra-la-la” campaign and implementation of this successful
campaign.

Analysis of the Study:

The Myntra marketing team came to the conclusion that building excitement about the EORS
sale event was essential to drawing in customers. They made the decision to start a "Go
Myntra-la-la" digital marketing campaign. The campaign's objectives were to publicize the
EORS sale and inform consumers of the substantial savings that are being provided. To reach
their target audience, the marketing team employed a combination of influencer marketing,
digital video ads, and social media. They collaborated with well-known Bollywood actors
and influencers to produce captivating advertisements that would appeal to their target
market. Popular Bollywood actors like Shahid Kapoor, Hrithik Roshan, and Anushka Sharma
were shown dancing in the advertisements to the tune of the "Go Myntra-la-la" jingle. The
marketing team anticipated that the "Go Myntra-la-la" campaign would generate excitement
for the EORS sale event, draw new users to the site, and boost sales while it was going on.
They expected that their target demographic would share the ad extensively and that it would
result in a high interaction rate on social media. They also expected that the campaign would
raise brand recognition and improve Myntra's reputation as a whole. The strategy focused on
creating a buzz around the EORS sale event, increasing brand awareness, and attracting new
customers to the platform.

Conclusion of the Study:

To sum up, Myntra's "Go Myntra-la-la" campaign served as an effective illustration of digital
marketing in India. Through a combination of digital marketing platforms and well-known
Bollywood celebrities, Myntra managed to drive interest in and buzz around its End of Reason
Sale. The campaign's planned timing coincided with the selling season and its quantifiable
results illustrate off how well digital marketing works to increase internet traffic and sales.
Other online businesses might be inspired to utilize digital marketing to successfully and
efficiently reach their target audience by Myntra's campaign success.

5
3. Objective of the Study:

To comprehend the efficacy of relationship marketing of Myntra and how customers view it.

Analysis of the Study:

In an effort to increase traffic and interaction on its website and mobile app, Myntra has
introduced two reward programmes. Benefits from the program include first access to sales
and points that can be used to purchase goods. Additional advantages include working as a
fashion assistant or stylist, among other things. Consumers that visit Myntra and leave reviews
and ratings are rewarded. Increased retention, more return visits, and a decrease in uninstalls
will result from this. During COVID-19, Myntra introduced yet another loyalty program, this
goes under the pseudonym "Myntra move. "Myntra introduced Myntra Move with the goal of
keeping its users fit and healthy throughout COVID-19. Steps are connected to Myntra Move.
Users must participate in this program and move or exercise to raise the number of steps they
take on the Myntra app. In exchange, Myntra grants its customers Myntra insider points, which
they can then cash to purchase Myntra vouchers.

Conclusion of the Study:

As a result, this study assisted us in comprehending the efficacy of relationship marketing and
how customers view it. Nearly 90% of shoppers on Myntra are aware of the platform's
relationship marketing tactics, according to the survey. Additionally, it is noted that most
customers in this day of e-tailing are aware of Myntra's loyalty program and are quite pleased
with the relational advantages that Myntra offers. It may be argued further that Myntra's
connection-building advantages enable users to choose the best product, save time, take
advantage of ease, and foster a warm and intimate relationship with the platform. Consequently,
relationship marketing tactics have to be used in a method that boosts client retention and
loyalty as exhibited by Myntra.

4. Objective of the Study:

The study examines the evolving landscape of advertising campaigns of Myntra, focusing on
its role in challenging societal stereotypes and promoting inclusivity.

6
Analysis of the Study:

Every now and again, brands use their advertising efforts to try to dispel societal
preconceptions. These campaigns have evolved into a means of raising awareness and changing
people's perceptions of society by presenting a compelling tale, but they also successfully
position the brand as one that is moral, additionally, the focus of e-commerce business
advertising campaigns is shifting from being product-oriented to being message-oriented. The
Visit, an ad campaign for the ethnic apparel company Anouk, featured two young ladies in a
same-sex relationship and was released by Myntra last year. The commercial is a part of the
"Bold is Beautiful" trilogy of films. They've appeared in online media. However, "The Visit"
is the first movie that is thought to be breaking conventions since it openly depicts what is
likely the first lesbian romance in Indian advertising. The campaign aimed to challenge societal
norms for women by showcasing their real-life experiences of choices, consequences,
boldness, beauty, and style, breaking established norms. The Visit' ad film challenges
stereotypical norms by showcasing a lesbian couple's decision-making process to their parents.
The film breaks conventional thoughts by showcasing the two women in ethnic wear, both
possessing feminine traits, contrasting with the accustomed masculine perspective of the
couple. The creative aspect of the film is its ability to break conventional stereotypes.

Conclusion of the Study:

The main point of the text is that advertising campaigns are evolving to challenge societal
stereotypes and promote inclusivity, as seen in the case of the "Bold is Beautiful" trilogy by
Myntra. The ad film "The Visit" specifically breaks conventional norms by depicting a lesbian
couple and aims to showcase the real-life experiences and choices of women in Indian society.
These campaigns not only raise awareness but also position the brands as moral and message-
oriented.

5. Objectives of the Study:

To analyse the portrayal of pregnant women in Myntra's Anouk advertisement "Bold is

Beautiful" and its implications on gender stereotypes and societal perceptions of pregnancy in
the workplace.

7
Analysis of the Study:

The advertisement by Myntra's Anouk, featuring the slogan "Bold is Beautiful,"

unambiguously challenges the beauty stereotype. The campaign, part of a series addressing
sensitive issues like homosexuality, single parenting, and being single, particularly for women,
is a significant part of Anouk's ethnic wear brand campaign. The advertisement discusses the
negative perception of pregnant women as "not beautiful" and "handicapped," with the baby
bump being seen as a form of body deformity. It portrays a pregnant professional woman who,
based on the advertisement's analysis, should have been part of the presentation, as she
designed a building for a client. A pregnant woman receives praise for her design from a
colleague and is relieved from her professional duties due to her pregnancy. She expects
promotion for her work and is consoled by a senior colleague. She is aware of her perceived
workplace and societal perception of a pregnant woman. She decides to start her own business.
At the end of the advertisement, a role reversal occurs, and her senior colleague, representing
stereotypical thinking, is jolted upon seeing her new office.

Conclusion of the Study:

The advertisement highlights a pregnant woman's distress due to the lack of support from
female management members for her appraisal and promotion. The woman is advised to focus
on her baby, as the dialogue suggests they agree with the management's decision. This
highlights the potential for negative consequences for the pregnant woman. A colleague
suggests a sensible suggestion to pregnant women, but it also discusses how even females view
pregnancy, highlighting the significant hurdles in women's equal status in society. They also
view issues related to women from a male perspective, suggesting that women's experiences
are often overlooked.

6. Objective of the Study:

To understand how Flipkart's acquisition of Myntra impacts the Indian online fashion market
and helps both companies grow.

Analysis of the Study:

Flipkart has acquired Myntra, a vertical player with a 30% share in the Indian online fashion
e-tailing market, for $300 million, marking the largest acquisition in the Indian e-commerce

8
industry. Myntra will operate independently, relying on Flipkart's resources for rapid market
penetration. This acquisition allows Flipkart to expand into the online fashion market, gaining
a 50% share and experiencing a nearly 100% growth rate in the past few years. Flipkart and
Myntra have partnered in a win-win situation, with Flipkart benefiting from Myntra's fashion
expertise and expanding its vendor brand base in the e-tailing market. This acquisition will
boost Flipkart's profit margins, as the fashion industry has the highest margins, and Myntra will
benefit from Flipkart's extensive logistic network, which spans over 21,000 PIN codes.
Myntra's expansion into Tier 2 and Tier 3 cities will enable it to compete effectively with
emerging giants like Amazon and Snapdeal, thereby expanding its presence.

Conclusion of the Study:

In conclusion, Flipkart's acquisition of Myntra allows them to dominate the online fashion
market in India, benefiting from Myntra's expertise and expanding their vendor brand base.
This partnership will boost Flipkart's profit margins and enable Myntra to effectively compete
with emerging competitors, expanding their presence in Tier 2 and Tier 3 cities.

7. Objective of the Study:

To examine Myntra.com's marketing strategies and advertising platforms, including the

utilization of distinctive taglines and personalized sports jerseys, and their impact on brand
recognition and consumer preferences in Vellore City.

Analysis of the Study:

Myntra.com has gained significant brand recognition through aggressive marketing campaigns,
featuring distinctive taglines like Ramp 'it Up and Real-Life Mein AisaHotaHaiKya. Ads are
displayed on various platforms, including print, electronic, and social media. Myntra also offers
personalized sports jerseys for football and cricket teams like FIFA, IPL, and Team India.
Myntra predominantly uses online advertising, followed by e-marketing (29.55%), and social
media (24.38%), with the national population being similar to the study area population.

Conclusion of the Study:

Online buyers in Vellore City prefer convenience and time-saving shopping options like
Flipkart, Amazon, and eBay, as they can purchase anytime and anywhere, providing the biggest
advantage for buyers. In conclusion, Myntra.com has successfully built its brand through

9
aggressive marketing campaigns and the use of distinctive taglines. The company utilizes
various advertising platforms, with a focus on online advertising, e-marketing, and social
media. Additionally, Myntra offers personalized sports jerseys for popular teams.

8. Objective of the Study:

To explore how Myntra's top global ranking is influenced by keyword density and backlinks
in SEO techniques, and to analyse their effects on website traffic and Google search engine
ranking.

Analysis of the Study:

K. Wagaj et al. emphasize the importance of keyword density in SEO techniques, stating that
most tools undergo stemming to identify the root word. Keyword density is a crucial factor in
SEO techniques, as most tools undergo stemming to identify the root word by removing
suffixes or prefixes. For instance, "shop" is the root word for "shopping," and "shop" is
available for Myntra, Amazon, and Nautica, as per keyword density reports. Myntra is the top
retail website globally, according to Alexa ranking values. Its popularity is attributed to
navigational queries, such as "online shopping" informational queries, which drive more traffic
to the website. This leads to the website ranking first on the serps, as users often search for the
website's URL without knowing its URL. Backlinks, incoming links to a web page,
significantly impact a website's SEO, particularly on Google search engines. Myntra, according
to a semrush tool report, appears to have the most backlinks, thereby enhancing its ranking in
Google search engine result pages.

Conclusion of the Study:

The text emphasizes the importance of keyword density and backlinks in SEO techniques,
citing Myntra's global top-ranking as a result of its high keyword density and numerous
backlinks, resulting in increased website traffic and improved Google search engine ranking.

9. Objective of the Study:

To analyse how Myntra uses Instagram for marketing, focusing on visual storytelling to
showcase collections, use influencer marketing, product photography, and engage with the
audience through user-generated content.

10
Analysis of the Study:

Jenkins (2018) emphasized the importance of visual storytelling in marketing, particularly on

Instagram. The platform's high-quality images and videos, such as Stories, Reels, and IGTV,
are crucial for sharing behind-the-scenes content and product demos, transforming the way
marketers strategize their campaigns and emphasizing the need for hyperfocus on visual
elements. Myntra too has benefitted from Instagram marketing. Instagram is utilized for
showcasing collections and promotional purposes, utilizing influencer marketing, product
photography, and user-generated content to engage with their target audience.

Conclusion of the Study:

The text emphasizes the significance of visual storytelling on Instagram for marketing,
highlighting how Myntra has successfully utilized the platform by featuring collections,
utilizing influencer marketing, product photography, and engaging with their target audience
through user-generated content.

10. Objective of the Study:

To explore the utilization of celebrity licenses in branding, focusing on Myntra's acquisition of

manufacturing rights for a brand endorsed by Salman Khan and the potential volatility in the
relationship between the celebrity and the brand.

Analysis of the Study:

Celebrity licenses are not commonly used, as a long-term commitment is required between the
celebrity and the company. Celebrities from Bollywood often use celebrity licenses, such as
Hrithik Roshan, to create brands and products. Myntra, a company in India, has obtained
manufacturing rights for the exclusive brand and plans to sell it through its online web shop.
The brand initially gained a significant push due to Salman Khan's endorsement, but now
focuses on improving its product line and distribution network to increase sales. The
relationship between the celebrity and the brand can be volatile.

Conclusion of the Study:

Celebrity licenses are not commonly used due to long-term commitments, but Bollywood stars
like Hrithik Roshan use them to build their brands. Indian company Myntra acquired

11
manufacturing rights for a brand endorsed by Salman Khan to boost online sales. However, the
relationship between the celebrity and the brand can be unpredictable.

12
 PART – B
COMPANY PROFILE
PART- B: COMPANY PROFILE

This chapter consists of Myntra’s overall performance such as its financial performance,
mergers. It also includes definition and benefits of marketing strategies and 4P’s of marketing
inclusive of Myntra.

Myntra, an Indian e-commerce platform, specializes in fashion and lifestyle products. Founded
in 2007, Myntra initially started as an online personalized gift retailer but later evolved into an
online fashion and lifestyle retail platform. In 2014, it was acquired by Flipkart, allowing
Myntra to leverage Flipkart's resources and expand its market reach.

Myntra offers a wide range of products, including clothing, footwear, accessories, beauty
products, and home decor items. It partners with numerous brands to provide a diverse selection
of fashion and lifestyle products. Myntra is known for its focus on technology and innovation,
developing features like virtual trial rooms, personalized recommendations, and style guides.

Myntra has also introduced several private labels, including Roadster, HRX, DressBerry , and
Anouk. In addition to its online platform, Myntra has launched physical stores under its brand
'Myntra Studio.'

Myntra has collaborated with celebrities, fashion designers, and influencers to launch exclusive
collections and endorse its brand. Its robust logistics and delivery network ensures timely
delivery across the country, offering multiple payment options and a user-friendly interface.

Myntra has also been involved in social and environmental initiatives, promoting eco-friendly
fashion and reducing carbon footprint in its operations. Overall, Myntra has established itself
as a prominent player in the Indian e-commerce market, particularly in the fashion and lifestyle
segment.

Financial Performance:

Myntra's FY19 operational revenue was ₹2,992 crore, with a loss of ₹178 crore. In FY20,
revenue expanded to ₹3,133 crore, but losses soared to ₹186 crore. In FY21, revenue reached
₹3,501 crore, but losses increased to ₹429 crore. In FY22, it increased to ₹3,610 crore, with
non-operating income from services such as electronic gift cards and royalty income.
Marketplace and logistical services were the primary revenue streams, although advertising
services grew significantly. However, losses rose by 39% to ₹597 crore, and the EBITDA
margin dropped to -15.28%. In FY23, Myntra's revenue reached ₹4,375 crore, up 25% from

13
FY22. However, losses increased by 31% to ₹782 crore due to increasing expenses.
Advertising and promotional expenses made up 32% of the overall expenses.
Mergers and Acquisitions:

In 2014, the Indian e-commerce behemoth Flipkart purchased Myntra for ₹2,000 crore.
Through the acquisition, Flipkart was able to expand its product line and target the unexplored
fashion market. It was cost efficient since Flipkart decided that buying Myntra would be more
than starting its own clothing line. Flipkart found Myntra to be a compelling acquisition due of
its prominence in the fashion market. Flipkart and Myntra both kept their unique identities and
carried on with their separate and autonomous operations. Approximately 150,000 products
from 1,000 companies were available on Myntra at the time of Flipkart's acquisition, serving
more than 9,000 pin codes in India. In addition, Myntra has purchased other businesses, such
as Witworks Consumer Technologies and Pretr. Myntra was strategically positioned as a leader
in the fashion industry by the purchase.

INTRODUCTION OF MARKETING STRATEGIES:

A marketing strategy is an organization's overarching plan for attracting potential customers

and converting them to buyers of its goods or services. A marketing plan includes high-level
components such as the target consumer demographics, the company's value proposition, and
critical brand message. The four Ps of marketing—product, pricing, location, and
promotion—are all included in a comprehensive marketing plan.

BENEFITS OF MARKETING STRATEGIES:

A marketing strategy's ultimate objective is to gain and share a sustainable competitive

advantage over competitors by comprehending the requirements and preferences of its target
market. Any marketing tool, be it a social media campaign, mass customisation, or print
advertisement, can be evaluated according to how well it conveys a business's main selling
point. Market research can be used to measure a campaign's effectiveness and find untapped
markets in order to boost sales and meet financial outcomes.

4P’s OF MARKETING:

The successful marketing of a product or service necessitates the careful examination and
prudent application of the four Ps. They are product, place, price and promotion.

14
It's common to refer to the 4Ps as the marketing mix. When marketing a product, a variety of
aspects are taken into account, such as what consumers want, how the product or service
satisfies or falls short of those wants, how the product or service is viewed in the marketplace,
how it differentiates itself from the competitors, and how the business that produces it interacts
with its customers.

Marketing Mix of Myntra

PRODUCT:
The thing or service that is being advertised to the intended market is called the product. Physical
products need to have characteristics and looks taken into account. Services frequently emphasize
client connections and quality. Customers can decide which product or service is ideal for them
to choose by reading this part, which explains how the brand's offerings can address their
problems. You should think about employing SEO, blogging, or article writing to highlight your
products in the digital marketing mix.

PRICE:

The price of a thing is the absolute maximum that consumers are willing to pay. When setting
the pricing of a product, marketing experts must consider supplier costs, seasonal discounts,
retail markup, competitor prices, and the product's perceived and real worth. Business leaders
may decide to raise the price of a product to make it look more exclusive or expensive.
Alternatively, they may lower the price to persuade more people to try it. Furthermore,
marketers must select if and when to give offers. A reduction may tempt more purchasers, but
it may also give the impression that the item is no longer as appealing as it once was.

PLACE:

Place is the consideration of where the product should be offered (in physical stores and
online) as well as how it will be displayed. The choice is crucial. Business leaders' ultimate
objective is to bring their items in front of the people who are most inclined to buy them.
This entails simply placing a product in specific retailers and ensuring that it is showcased to
its greatest potential.

15
PROMOTION:

The purpose of marketing is to communicate to customers that they require this product and
that it is reasonably priced. Advertising, public relations, and the whole media strategy for
launching a product are all examples of promotion. Marketers frequently combine promotion
and placement components to attract their target consumers. In the digital era, for example,
the "location" and "promotion" aspects are as essential online as they are out. Specifically,
where a product appears on a company's website or social media, as well as which search
functionality will result in targeted adverts for the product.

16
 CHAPTER – III
DATA ANALYSIS AND INTERPRETATION
 CHAPTER - III

DATA ANALYSIS AND INTERPRETATION

This chapter consists of Data Analysis and Interpretation, SWOT Analysis prepared from the
data collected in the questionnaire circulated to the public through all the social media
platforms.

GENDER OF RESPONDENTS

Table 3.1: Gender of Respondents.

Gender Responders Percentages

Female 36 42%
Male 49 58%
Source: Primary Data

Graph 3.1:

Responders

42%
58%

Female Male

Source: Primary Data

Analysis: From the above pie chart, we can observe that 42% of the respondents were women
and the rest 58% were men.

17
AGE OF RESPONDENTS

Table 3.2: Age of Respondents.

Age Respondents Percentage

18-24 31 37%
25-34 17 20%
35-44 3 4%
45-54 24 28%
55 and above 10 12%
Source: Primary Data

Graph 3.2:

PERCENTAGE
18-24 25-34 35-44 45-54 55 and above

55 and above
12%

18-24
37%

45-54
28%

35-44
3% 25-34
20%

Source: Primary Data

Analysis: From the above chart, we can observe that 36% of the respondents belong to 18-24
years, 20% belong to 25-34 years. The group of 35-44 respondents are of 4%. 45% of
respondents belong to 45-54 years and the rest 12% belong to respondents above the age of 54.

18
FREQUENCY OF SHOPPING ONLINE

Table 3.3: Frequency of shopping online.

Frequency Respondents Percentages

Daily 0 0%
Weekly 14 17%
Monthly 59 69%
Rarely 11 13%
Never 1 1%
Source: Primary Data

Chart 3.3:

PERCENTAGES
Percentages

69%

17% 13%
0% 1%
DAILY WEEKLY MONTHLY RARELY NEVER

Source: Primary Data

Analysis: From the above table and graph, we can observe that 0% respondents buy fashion
products online daily. Whereas14% of the respondents shop online for fashion products, 59%
respondents purchase monthly followed by 11% respondents purchase monthly and 1%
respondents never shopped online.

Interpretation: We can interpret that most of the respondents shop monthly from online
because it is convenient and people can access online retail shops from anywhere. It makes the
work easier for users and they can also use coupons and discounts available.

19
FACTORY INFLUENCING PURCHASE DECISIONS

Table 3.4: Factors influencing purchase decisions.

Factors Respondents Percentages

Discounts and promotions 57 67%
Product reviews 41 48%
5Brand reputation 57 67%
Trendiness and fashion 31 37%
trends
User-friendly website/app 40 47%

Source: Primary Data

Chart 3.4:

PERCENTAGES
Percentages

USER-FRIENDLY WEBSITE/APP 47%

TRENDINESS AND FASHION TRENDS 37%

5BRAND REPUTATION 67%

PRODUCT REVIEWS 48%

DISCOUNTS AND PROMOTIONS 67%

Source: Primary Data

Analysis: From the above graph we can observe that 67% of the respondents are influenced
by Discounts and promotions, 48% are interested in Product reviews. The brand reputation
influenced 67% of the respondents. 37% look for Trendiness and the other 47% go for User-
Friendly website/app.

Interpretation: Brand and fashion items with good reputation coupled with discounts and
promotions attracts customers which ensures more sales.

20
DURATION OF USAGE

Table 3.5: Duration of Usage.

Time period Respondents Percentages

Less than 6 Months 6 7%
6 Months to 1 Year 7 8%
1 – 2 Years 17 20%
2 – 3 Years 22 26%
Above than 3 Years 33 39%
Source: Primary Data

Chart 3.5:

PERCENTAGES
Less than 6 Months 6 Months to 1 Year 1 – 2 Years 2 – 3 Years Above than 3 Years

7%
8%

39%

20%

26%

Source: Primary Data

Analysis: From the above pie chart, we can observe that 7% of the respondents started using
Myntra below 6 months and 8% started using from 6 months to 1 year. 20% have been using it
for 1 – 2 years. 26% of the respondents are using it for 2 – 3 years and the other 39% are using
it for a way long period i.e., more than 3 years.

Interpretation: We can interpret from the above analysis and pie chart that there are many
respondents who have been using Myntra for more than 3 years. These respondents are loyal
to the online retailer. We can also see that new users are joining the app continuously which
means that Myntra is still a well-known online retailer and it is still functioning in profits.

21
ACCESSING DEVICES

Table 3.6: Accessing devices.

Devices Respondents Percentages

Smartphone 67 79%
Laptop 32 38%
Tablet 11 13%
Source: Primary Data

Chart 3.6:

Percentages

Tablet 13%

Laptop 38%

Smartphone 79%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Percentages

Source: Primary Data

Analysis: From the above graph, we can see that most of the respondents used smartphone to
access Myntra i.e., 79%. Laptop users are 38% and the other 13% users were respondents who
used tablet to access Myntra.

Interpretation: We can interpret that respondents mostly use smartphone to access Myntra
because it is easy to handle. Also, many respondents are from age group of 45-54 and they
might not know how to access Myntra through laptops or tablets.

22
WAYS OF ENCOUNTERING MYNTRA.

Table 3.7: Ways of encountering Myntra.

Sources Respondents Percentages

Social media 57 67%
Television Ads 19 22%
Word of Mouth 43 51%
Online reviews 20 24%
Others 4 5%
Source: Primary Data

Chart 3.7

PERCENTAGES
Percentages

67%
51%

22% 24%
5%
SOCIAL MEDIA TELEVISION ADS WORD OF MOUTH ONLINE REVIEWS OTHERS

Source: Primary Data

Analysis: From the above pie chart, we can see that 67% of respondents came to know about
through social media, 22% from television ads followed by 51% through word of mouth. 24%
of the respondents knew Myntra from online reviews and the other 5% through other sources.

Interpretation: Myntra does promotion and advertising aggressively in the market. It does
majority of promotion through social media and also it made a really good impression in market
since second majority of respondents came to know about it through word of mouth.

23
MOST EFFECTIVE MARKETING CHANNELS

Table 3.8: Most effective marketing channels.

Marketing Channels Respondents Percentages

Social media 58 68%
Websites/Blogs 4 5%
Television 18 21%
E-mail 2 2%
Others 3 4%
Source: Primary Data

Chart 3.8

PERCENTAGES
Social media Websites/Blogs Television E-mail Others

2%4%

21%

5%
68%

Source: Primary Data

Analysis: From the above chart, we can analyse that social media was the most effective in
conveying Myntra’s promotions and offer as 68% of the respondents opted for it. Television
was also found as the second most effective way. Websites/blogs, E-mail and other marketing
channels were found the least communicative way of conveying Myntra’s offers and
promotions as only 5%, 2% and 4% of respondents respectively opted these channels.

Interpretation: Social media platforms like Instagram, Facebook allows the app to engage
with as wide range of audience. The majority in Television Ads implies that traditional media
still plays a major role in communicating and connecting with the audience.

24
FREQUENCY OF PROMOTIONS’ UTILIZATION

Table 3.9: Frequency of promotions’ utilization.

Frequency Respondents Percentages

Always 24 28%
Often 28 33%
Occasionally 27 32%
Rarely 6 7%
Never - -
Source: Primary Data

Chart 3.9:

PERCENTAGES
Percentages

33% 32%
28%

7%
0
ALWAYS OFTEN OCCASIONALLY RARELY NEVER

Source: Primary Data

Analysis: From the above bar graph, we can analyse that 28% of the respondents always make
use of the Myntra’s promotional offers and discounts while 33% of them use it often and the
others 32% users use it occasionally. While 7%respondents use it rarely, none of the
respondents never left a chance to take advantage of the Myntra’s promotional offers and
discounts.

Interpretation: We can interpret that respondents frequently make use of the promotional
discounts, offers maybe because they like the discounts which they are being offered. It can
also be because users like to save their money through these discounts.

25
FREQUENCY OF PROMOTIONS’ UTILIZATION

Table 3.10: Appealing promotions and discounts.

Discounts Respondents Percentages

Seasonal and Festival Sales 59 69%
Cashback Offers 45 53%
New User Offers 33 34%
Buy One Get One Offers 29 34%
Myntra Insider Rewards 30 35%
Brand-specific Promotions 21 25%
Bank Offers 14 17%
Source: Primary Data

Chart 3.10:

PERCENTAGES
Percentages

BANK OFFERS 17%

BRAND-SPECIFIC PROMOTIONS 25%
MYNTRA INSIDER REWARDS 35%
BUY ONE GET ONE (BOGO) OFFERS 34%
NEW USER OFFERS 34%
CASHBACK OFFERS 53%
SEASONAL AND FESTIVAL SALES 69%

Source: Primary Data

Analysis: We can observe that majority of the respondents like to make use of the Seasonal
and Festive Offers along with Cashback Offers i.e., 69% and 53% respectively. Then comes
Myntra Insider Rewards at 35% respondents making use of it. Buy One Get One Offers and
New User Offers fall in line next with 34% and 34% users using it. Brand-Specific Promotions
appealed 24% of the users followed by Bank Offers pleasing 17% of the users.

Interpretation: Myntra users have distinctive preferences with Seasonal and Festival Offers,
Cashback Offers and Myntra Insider Rewards being at top among other promotions and offers.

26
FREQUENCY OF PROMOTIONS’ UTILIZATION

Table 3.11: Differential Factors.

Factors Respondents Percentages

Competitive Pricing 29 34%
Extensive Brand Selection 30 35%
Personalized 12 14%
Recommendations
Loyalty Program 8 9%
Seamless Purchasing 6 7%
Source: Primary Data

Chart 3.11:

PERCENTAGES
Competitive Pricing and Discounts Extensive Brand Selection
Personalized Recommendations Loyalty Program
Seamless Shopping Experience

7%
10%
34%
14%

35%

Source: Primary Data

Analysis: We can analyse that, Extensive Brand Selection and Competitive Pricing and
Discounts set Myntra apart from other retailers where 35% and 34% chose these options.
Personalised Recommendations was chosen by 14%. Loyalty Program and Seamless Shopping
Experience land at bottom of the table where 9% and 7% users opted for these options.

Interpretation: We can interpret from the chart and analysis that Myntra has a wide range of
selection for brands and it also made a name for itself in Pricing, Discounting category and it
needs to focus more on its Seamless Shopping Experience.

27
FREQUENCY OF PROMOTIONS’ UTILIZATION

Table 3.12: Satisfaction Levels.

Satisfaction Levels Respondents Percentages

1 1 1.%
2 - -
3 6 0%
4 38 45%
5 40 47%
Source: Primary Data

Chart 3.12:

PERCENTAGES
Percentages

1% 0% 45% 47%

0%
1 2 3 4 5

Source: Primary Data

Analysis: From the bar graph, we can observe that most of the respondents are happy and most
satisfied with the services provided by Myntra i.e., 47% at number 5 on the scale. Next comes
45% of the respondents at number 4 on the scale while just 0.10% are at number 3 on the scale.
There are the other users who are least satisfied about the services provided.

Interpretation: The analysis indicate that people are mostly satisfied with Myntra which also
indicates that Myntra has an exceptional interface to provide seamless shopping experience. It
also suggests that Myntra’s customer services are quite good and friendly in nature.

28
FREQUENCY OF PROMOTIONS’ UTILIZATION

Table 3.13: Product Variants.

Products Respondents Percentages
Pet Accessories 8 9%
Wider Sizing Options 15 18%
Home, Lifestyle Products 35 41%
Beauty and Personal Care 27 32%
Athleisure Wear 17 20%
Handcrafted Products 22 26%
Eco-Friendly Fashion 12 14%
Source: Primary Data

Chart 3.13:

PERCENTAGES
Percentages

ECO-FRIENDLY FASHION 14%

LOCAL HANDCRAFTED PRODUCTS 26%

ATHLEISURE WEAR 20%

BEAUTY AND PERSONAL CARE 32%

HOME AND LIFESTYLE PRODUCTS 41%

WIDER SIZING OPTIONS 18%

PET ACCESSORIES 9%

Source: Primary Data

Analysis: We can observe that 41% users wished for more Home, Lifestyle Products and 32%
for Beauty, Personal Care. 26% respondents are showing interest in Handcrafted Products
while 18% respondents encouraged Wider Sizing Options. Users who wished for Eco-Friendly
Products are 14% and who wished for more Pet Accessories are 9% and 20% for Athleisure
Wear.

Interpretation: We can interpret that Myntra needs to make Home and Lifestyle Products,
Beauty and Personal Care items more available to users as these are in more demand. It should
also promote more Handcrafted Products.

29
FREQUENCY OF PROMOTIONS’ UTILIZATION

Table 3.14 Alternative Platforms.

Online Platforms Respondents Percentages

Flipkart 11 13%
Amazon 60 71%
Jabong 1 1%
Ajio 13 15%
Limeroad - -
Source: Primary Data

Chart 3.14:

PERCENTAGES
Percentages

71%

13% 15%
1% 0
FLIPKART AMAZON JABONG AJIO LIMEROAD

Source: Primary Data

Analysis: From the above graph, we can observe that Amazon has beaten the other platforms
with the majority of 71% respondents using it as an alternative app. While Ajio is not as popular
as Amazon, it still has significant users at 15%. Flipkart with 13% stands lower than Amazon
and Ajio. Only 1% users use Jabong. While no one respondents opted for Limeroad indicating
that it has not gained remarkable attraction among the users.

Interpretation: We can interpret that Amazon is the biggest competitor for Myntra from the
above analysis as it has highest respondents using it for an alternative. We can summarize that
Amazon and Ajio lead the pack while Jabong and Limeroad have limited user engagement.

30
SWOT Analysis:

 Strengths

The following are the strengths of Myntra:

 Intense Brand Recognition: Myntra is one of the leading E-Commerce platforms in

India, in fashion and lifestyle segment and also one of the most recognized brands
which ensures a solid customer user-base.
 Eclectic Product Portfolio: This portfolio ensures that Myntra offers a huge array of
fashion products, including clothing, accessories, home and lifestyle products, beauty
and personal care. The diversity in selection caters to various style preferences, age
groups, occasions and from budget buyers to luxury seekers.
 Exclusive Brands and Collaborations: Myntra’s signature collections and
collaborations encompass a wide range of international and domestic brands and
designers. Its exclusive rands and collaborations reflect its commitment towards
offering diverse and new fashion and lifestyle products to its users
 Seamless Technology and User Experience: Myntra cherishes itself on its robust
technology and user experience. This technology includes user-friendly interface,
visual search capabilities, personalised recommendations and reality-based features
like virtual trial rooms.
 Efficient Supply Chain and Logistics: Efficient Supply Chain and Logistics
Operations play a crucial role in an E-Commerce business. With an established
warehouses and a solid logistics network, Myntra ensures timely deliver enhancing its
customers’ satisfaction.
 Loyalty Program (Myntra Insider): Myntra Insider serves as a comprehensive
loyalty program designed to reward customers while fostering long-term loyalty and
brand advocacy and it encourages it users to engage with the platform.
 Customer Service: Myntra places significant emphasis on ensuring a satisfactory post-
purchase experience for its customers and quality assurance. By doing this, Myntra
aims to build trust, loyalty, long-term relations with its customers.
 Data Analytics: Data Analytics plays a vital role in Myntra’s operations, helping the
company make informed business decisions, improve customer experience and drive

31
 growth. It also uses Data Analytics to deliver personalized experience to customers and
continue to be innovative and competitive in the E-Commerce landscape.
 Acquisition of Competitors: Myntra’s acquisitions provides opportunities for
expansion, innovation and competitive advantage in the dynamic E-Commerce
industry. Myntra’s acquisition with Jabong helped reduce competition and strengthen
its market position.
 Supported by Flipkart: Myntra benefits from financial security, expanded customer
reach and operational and marketing synergies as part of the Flipkart group.

 Weaknesses

The following are the weaknesses of Myntra:

 Dependence on Discounts: Similar to numerous E-Commerce platforms, Myntra

frequently relies on promotions and sales events to drive traffic and increase sales
volume. However, this strategy may affect profit margins and create a precedent
where customers anticipant discounts on regular basis.
 Intense Competition: In the Indian online fashion retail sector, intense competition
exists among numerous players, including Amazon, Ajio and others, as they strive
to capture market share. Sustaining a distinctive value proposition becomes
increasingly difficult under these circumstances.
 Essential Challenges with In-House Brands: Although the presence of In-House
brands may enhance profitability through improved margins, establishing and
maintaining brand reputation is still challenging, particularly when competing with
more established and recognized external brand on the platform.
 Over-Reliance on Indian Market: As of 2022, Myntra has predominantly
concentrated on Indian market. While this strategy facilitates extensive market
penetration, it also exposes company to potential risks associated with economic
fluctuations or regulatory changes within the country.
 Tech Glitches: Despite its robust technology infrastructure, Myntra, akin to any E-
Commerce platform, may encounter occasional technical glitches or crashes,
particularly during peak sales events with high traffic. These occurrences have the
potential to disrupt user experience and brand reputation.


32
 Opportunities:

The following are the opportunities of Myntra:

 Expansion into Tier 2 and Tier 3 Cities: With the increasing penetration in smaller
cities and towns, there exists a significant untapped market for Myntra to venture into
and broaden its outreach.
 International Expansion: Although Myntra ha predominantly centred its efforts on
Indian market, there is still untapped potential to expand into neighbouring countries or
other emerging markets where the online fashion segment is still developing.
 Diversifying Product Offerings: Myntra has the opportunities to broaden its product
offerings by venturing into additional categories such as luxury fashion, sustainable
fashion and specialized segments like activewear and ethnic wear.
 Enhancing Tech Capabilities: Using the advancements in AR (Augmented Reality),
VR (Virtual Reality), AI (Artificial Intelligence), Myntra has the opportunity to enhance
its shopping experience by introducing immersive features, personalized assistants, and
virtual trial rooms, providing customers with a more engaging and tailored platform.
 Sustainable and Eco-Friendly Fashion: As awareness surrounding sustainability and
environmental issues, Myntra has the chance to advocate for sustainable brands, adopt
eco-conscious packaging, and implementing sustainable business practices to align
with evolving customer values.
 Collaborations and Partnerships: By collaborating with celebrities, influencers, and
designers, Myntra can curate exclusive collections and enhance its brand allure even
further.
 Private Labels and In-House Brands: There exists a potential for further
development and expansion of in-house brands, focusing on particular market segments
and enhancing profit margins.
 Omni-Channel Retailing: Exploring physical presence via experience centres, pop-up
shops, or retail can provide customers with a blended shopping experience, comparing
advantages from both online and offline retail.
 Enhancing Customer Loyalty Programs: Enhancing and broadening the scope of
‘Myntra Insider’ program has the potential to enhance customer loyalty, drive higher
instances of repeat buying and foster a more robust brand community.

33
 Supply Chain Optimization: Allocating resources towards advancements to
streamline supply chains can lead to faster delivery times, improved inventory control,
and decreased operational expense.
 Personalized Shopping Experience: Through the utilization of data analytics and AI,
Myntra can enhance the shopping journey by delivering personalized product
suggestions, offering curated fashion guidance, and presenting customized promotional
offers.

 Threats

The following are the threats of Myntra:

 Intense Competition: In India, the online fashion retail sector is fiercely competitive,
with companies such as Amazon, Ajio, and others contending for a shared customer
base. Additionally, the entry of new competitors may intensify competition even
further.
 Regulatory Challenges: Modifications in e-commerce regulations in India, such as
those pertaining to foreign direct investment (FDI) or restrictions on deep discounting,
have the potential to impact both the operations and profitability of Myntra.
 Rapid Technological Changes: The e-commerce industry is constantly evolving, and
falling behind in technological progress can detrimentally impact user satisfaction and
overall competitiveness.
 Economic Fluctuation: Downturns in the economy, decreased consumer expenditure,
or disruptions in economic activity can adversely affect sales and revenue.
 Dependence on Discounts: A prolonged dependence on heavy discounting to drive
sales can erode brand value and profitability.
 Supply Chain Disruptions: Occurrences such as the COVID-19 pandemic have
underscored the weaknesses within global supply chains, with any similar disruptions
capable of impacting inventory management, delivery schedules, and overall business
operations.
 Shifts in Consumer Preferences: The fashion sector is renowned for its volatility,
characterized by swiftly changing trends. Failure to adapt to these fluctuations may
lead to decreased sales and a diminished share of the market.

34
 Digital Security Threats: Being an e-commerce platform, Myntra manages extensive
user data. Incidents of cybersecurity breaches can result in the theft of data, impacting
user confidence and tarnishing the brand's reputation.
 Brand Reputation Risks: Negative publicity stemming from product quality
concerns, customer service grievances, or controversies can detrimentally affect the
brand's perception.
 Increased Customer Acquisition Costs: In an increasingly crowded and competitive
market, the expense associated with acquiring new customers could rise, potentially
impacting profitability.
 Dependency on Third-Party Logistics: If Myntra heavily depends on third-party
logistics providers, any inefficiencies or disruptions on their part can have an impact
on the quality of service provided by Myntra.

35
 CHAPTER – IV
FINDINGS, CONCLUSIONS AND SUGGESTIONS
 CHAPTER IV

FINDINGS, CONCLUSIONS AND SUGGESTIONS

4.1 INTRODUCTION

This chapter consists of conclusion, suggestion s and findings of the study. As Myntra keeps
coming up with new ideas and changing the way people shop for fashion, its marketing plans
will be really important for making sure it grows and stays successful in the future. Through
strategic marketing initiatives, Myntra has not only expanded its customer base but also
strengthened its brand equity. Myntra has also shown its commitment in delivering
personalized experiences to its customers which has been a huge success.

4.2 OBJECTIVES:

 To understand Myntra’s marketing strategies.

 To understand customer’s perception towards Myntra.
 To conduct SWOT Analysis.

4.3 RESEARCH METHODOLOGY:

In this study, a combination of both Primary and Secondary Data has been used. Primary data
is used in the form of questionnaire method, which has been created using Google Forms and
distributed among internet and social media users. The sample is taken from 85 respondents.

In addition to it, Secondary data which consists of various facts and information is collected
from multiple sources such as newspapers, articles, journals, other publications etc to support
the study.

4.4 FINDINGS:
 67% of the respondents came across Myntra through social media.
 68% of the users found social media as an effective manner of communication between
buyers and sellers.
 Respondents got influenced by discounts and promotions and brand reputation when
purchasing a fashion product online are 67%.

36
  69% of the users found Seasonal and Festival Sales and 53% of Cashback Offers most
appealing in promotions and discounts.
 35% of the participants think that Myntra’s Extensive Brand Selection is what sets it
apart from other online fashion retailers.
 From the survey conducted, 47% of the subjects were highly satisfied with the services
and products provided by Myntra and did not have any suggestions for the online
fashion retailer.
 Although responders are satisfied with the services, they wished if Myntra offered
Home and Lifestyle Products, Beauty and Personal Care along with Athleisure Wear.
 71% of the users used Amazon as an alternative app.

4.5 CONCLUSION:

 Myntra's journey over the past twenty years epitomizes a remarkable success story in
the ever-evolving landscape of e-commerce.
 Through adeptly navigating evolving consumer preferences, harnessing technological
advancements, and forging strategic partnerships, Myntra has solidified its position as
a frontrunner in the online fashion retail sector.
 The company's unwavering dedication to innovation, customer satisfaction, and
operational excellence has been instrumental in driving its expansion and maintaining
a competitive edge in the market.
 In conclusion, Myntra's sustained growth trajectory underscores its adaptability,
resilience, and commitment to excellence in the competitive e-commerce arena.
 By harnessing emerging technologies, expanding product offerings, and deepening
customer engagement, Myntra is poised to continue shaping the future of online fashion
retail while upholding its core values of quality, innovation, and sustainability.

COMPANY’S OVERALL PERFORMANCE: The company’s overall performance has

increased over the years. Here’s summary of key findings:

Financial Performance:

 Year-on-year revenue growth showcases strong market demand and effective

sales strategies.
 Successful fundraising and strategic investments enhance financial stability and pave
the way for further expansion.

37
Market Presence:

 Expansion into lifestyle, beauty, and home decor diversifies offerings, expanding the
customer base.
 Collaborations with fashion brands and designers elevate brand image and attract
discerning customers.

Technological Innovation:

 AI-powered recommendations and virtual try-on features enhance the online shopping
experience.
 Investments in logistics and supply chain management improve efficiency and delivery
speed.

Customer Engagement:

 Loyalty programs, discounts, and promotions foster customer loyalty and repeat
purchases.
 High-quality customer service ensures a seamless shopping experience and quick issue
resolution.

Sustainability Initiatives:

 Eco-friendly packaging and sourcing align with growing consumer demand for
sustainability.
 Corporate social responsibility efforts enhance brand perception and contribute
positively to society.

4.6 SUGGESTIONS:

 Few of the customers wanted a local language option to reach out to wider audience in
different towns as well.
 Size charts should be made more accurate and include more sizes if available.
 Myntra should improve its customer services.
 Myntra should increase its promotions through E-mail to increase its user-base.
 Myntra can increase its premium brand selections.
 Myntra should develop its delivery services so that it can be delivered a little faster and
also deliver to maximum pin codes in Hyderabad.

38
 Myntra should allow more discounts, where it lowers prices for a short period of time
in order to attract customers and gain market share. It can do this by reducing a
percentage off the price of its product.
 It can provide extra benefits in accordance with the frequency of purchase.
 It should provide more customer images where respondents can view the product
clearly before purchasing it.

39
WEBLIOGRAPHY
 WEBLIOGRAPHY

1. http://www.zenonpub.com/current_issue/volume%20viii/volume%20viii%20-
%20issue%20ii/19.%20Digital%20Transformation%20A%20Game-
Changer%20for%20Marketing,%20Manufacturing,%20and%20Supply%20Chain%2
0Management,%20Reshma%20tunk.pdf
2. https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=&cad=rja&ua
ct=8&ved=2ahUKEwjft-
TvsvSEAxUEgq8BHScJCU8QFnoECBIQAQ&url=https%3A%2F%2F2.zoppoz.workers.dev%3A443%2Fhttps%2Fwww.research
gate.net%2Fpublication%2F370510293_MYNTRA%27S_GO_MYNTRA-LA-
LA_CAMPAIGN_-A_REVIEW&usg=AOvVaw0J2c-
jY2SSyNF5Q8tMEVa_&opi=89978449
3. https://eudl.eu/doi/10.4108/eai.7-12-2021.2314645
4. https://www.academia.edu/download/44947452/Ashima_ap................_MA2015-
2017.pdf
5. https://www.academia.edu/download/55502272/Ars_Artium_2018.pdf#page=73
6. http://journal.swaranjalipublication.co.in/index.php/JBMQA/article/view/112
7. https://www.researchgate.net/profile/Smita-
Pathak/publication/363014078_International_Journal_of_Multidisciplinary_Educatio
nal_Research/links/630a05ce1ddd44702111e3e0/International-Journal-of-
Multidisciplinary-Educational-Research.pdf#page=47
8. https://revistas.ucc.edu.co/index.php/in/article/view/2235
9. https://www.academia.edu/download/60782501/IJTC_V8_N1_FINAL20191003-
25050-l36tll.pdf#page=108
10. https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=&ved=2ahU
KEwi0svfKuPSEAxUwlK8BHdOuCFcQFnoECBYQAQ&url=https%3A%2F%2F2.zoppoz.workers.dev%3A443%2Fhttp%2Fpub
licatio.uni-
sopron.hu%2F2771%2F1%2F37thIBIMAConferenceProceedingsNyikosPankotay.pdf
&usg=AOvVaw3XtnthGpiw2-oLst8V0a2T&opi=89978449

40
ANNEXURE
 ANNEXURE

1. Name
2. Age
 18-24
 25-34
 35-44
 45-54
 Above 55
3. Gender
 Male
 Female
 Others
4. How frequently do you shop online for fashion products.
 Daily
 Weekly
 Monthly
 Rarely
 Never
5. Factors that influence your purchase decisions of fashion items online.
 Discounts and Promotions
 Product Reviews
 Brand Reputation
 Trendiness
 User-Friendly Website/App
6. How long have you been using Myntra.
 Less than 6 months
 6 months – 1 year
 I year – 2 years
 2 years – 3 years
 Above 3 years
7. Devices used to access Myntra.
 Smartphone

I
  Tablet
 Laptop
8. How did you come to know Myntra.
 Social Media
 Television Ads
 Word of Mouth
 Online Reviews
 Others
9. Which marketing channels do you find most effective in conveying Myntra’s
promotions and offers.
 Social Media
 Websites/Blogs
 Television
 Email
 Others
10. How often do you take advantage of Myntra's promotional offers and discounts.
 Always
 Often
 Occasionally
 Rarely
 Never
11. What types of promotions or discounts do you find most appealing? (e.g., flash sales,
buy-one-get-one-free, percentage discounts).
 Seasonal and Festival Sales
 Cashback Offers
 New User Offers
 Buy One Get One Offers
 Myntra Insider Rewards
 Brand-Specific Promotions
 Bank Offers
12. What sets Myntra apart from other online fashion retailers in your opinion?
 Competitive Pricing

II
  Extensive Brand Selection
 Personalized Recommendations
 Loyalty Program
 Seamless Purchasing
13. Are you satisfied by the services offered by Myntra. (Select on a scale of 1 to 5, where
1 being lowest and 5 being highest.)
 1
 2
 3
 4
 5
14. What are the types of products you wish Myntra offered.
 Pet Accessories
 Wider Sizing Options
 Home, Lifestyle Products
 Beauty and Personal Care
 Athleisure Wear
 Handcrafted Products
 Eco-Friendly Fashion
15. Do you use any other online fashion platforms. If yes, which one.
 Amazon
 Flipkart
 Jabong
 Ajio
 Limeroad
16. Do you have any suggestions for Myntra to enhance its marketing strategies or overall
service.

III