A RESEARCH PROJECT BY

UNDER-GRADUATE STUDENT

FOR THE DEGREE OF BACHELORS IN MANAGEMENT STUDIES

OF

UNIVERSITY OF MUMBAI

ON

“A RESEARCH ON MARKETING STRATEGIES OF E-COMMERCE

COMPANIES WITH REFERENCE WITH REFERENCE TO FLIPKART”

SUBMITTED BY

MR./MS.______________(Your Name)

“GUIDED BY RESPECTED PROF.____________________” (Internal guide Name)

UNDER THE FINAL GUIDANCE OF PROF.RAHUL MUKHERJEE

Center

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 DECLARATION

I, ______________________ the student of Final year BMS

(Year ______) hereby declare that I have completed my project

on____________.

The information submitted is true and original to the best of my

knowledge.

_______________________

(Signature of the student)

Name of the student ___________________________________

Roll number ____________

_____________________college of commerce

College Address ______________________________________

____________________________________________________.

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 CERTIFICATE

This is to certify that Mr./Ms.______________________________________,

Roll no.______ of BMS Final year has successfully completed the Research
Project on _____________ under the guidance of
_______________________________.

_____________________ ___________________

Course Co-ordinator/HOD Principal

_________________ ________________

Project Guide/Internal Examiner External Examiner

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 ACKNOWLEDGEMENT

To list who all have helped me is difficult because they are so

numerous and depth is enormous.

I would like to acknowledge & express my gratitude to the following

respected mentors for providing idealistic channels and fresh
dimensions in the completion of this project.

I would like to thank my Principal, ________________________

for providing the necessary facilities for completion of this project.

I take this opportunity to thank our Co-ordinator________________,

for his moral support and guidance from time to time.

I would like to express my sincere gratitude towards my project guide

________________________ whose guidance and care made the
project successful.

I would also like to thank my college library for having provided me

various reference books and magazines related to my project.

Lastly ,I would like to thank each and every person who directly or
indirectly was involved in making of this project and helped me in
completion of the project especially my Parents and peers ,who
supported me throughout the journey of this project.

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 EXECUTIVE SUMMARY

This research work simply resembles the functioning of the E-commerce Giant
FLIPKART, along with an analysis of various other E-tailers and their relevance
in the market. The basic idea behind this project is to enable a reader to get a
glance through the various operations of the online shopping websites
/companies, how they work, their functions, services, well-being, competitive
strategies, future prospects, product range, the timely variations & upgradations
in service, availabilities, promotion strategies etc.

The entire analysis of various respondents, their views & opinions speaks about
the factual reviews of the users, consumers and that of the people close to the
company, which clearly signify that at present online marketing has become the
part & parcel of the modern life & culture .

In true sense it can be seen that ,shopping online has been a habitual work of the
people in this fast life and thereby accordingly the companies get a chance to
target the prospective consumers through their various strategies.

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 TABLE OF CONTENT

SR.NO. TITLES

1. INTRODUCTION
1.1 INTRODUCTION TO E-COMMERCE
1.2 INTRODUCTION TO FLIPKART
1.3 OBJECTIVES OF THE STUDY
1.4 SCOPE OF THE STUDY
1.5 HISTORY OF E-COMMERCE&FLIPKART
1.6 ACQUISITION
1.7 FUNCTIONS OF FLIPKART
1.8 MERITS & DEMERITS

2 LITRETURE REVIEW

3 RESEARCH METHODOLOGY
3.1 SOURCE OF DATA
3.2 RESEARCH DESIGN
3.3 HYPOTHESIS
3.4 DATA COLLECTION METHOD
3.5 SAMPLING METHOD

4 DATA ANALYSIS & INTERPRETATION

5 FINDINGS & SUGGESTION

5.1 LIMITATION OF THE STUDY

6 CONCLUSION
6.1 APPENDICES
6.2 BIBLOGRAPHY

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geINTRODUCTION

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 OBJECTIVE OF THE RESEARCH

(1) To study the work process of E-commerce industry.

(2) To find & study the various scope & growth of the E-commerce industry.
(3) To understand the crux of doing business in E-commerce industry.
(4) To draw out certain uniformities in the behaviour of
consumers resorting to it, which may further develop the E-commerce industry.
(5) To compare the marketing strategies of Online & Offline business world.
(6) To come out with corrective measures for certain marketing issues/strategies.
(7) To analyse the marketing strategy of FLIPKART in detail.

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 SCOPE OF THE STUDY

(1) E-commerce industry as a whole.

(2) Comparison amongst the various companies in the industry.
(3) Future well-being of the e-commerce industry.
(4) Various parameters related to the progress of e-commerce industry.
(5) Detailed research on Flipkart.
(6) Study on e-commerce industry in India from beginning to current trends.
(7) Various competitive strategies.
(8) The probable future of E-commerce industry.

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HISTORY OF E-COMMERCE & FLIPKART IN INDIA

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 REVIEW OF LITERATURE

Various projects on E-commerce has been referred .

Online sites & various reports on online businesses has been

analysed & deeply scrutinized inorder to get detailed information
on the topic of marketing strategies of various e-commerce
companies.

Also certain financial reports from Moneycontrol.com has been

gone through to know understand the fact that whether actually
there has been increase in the sales due to various promotional
aspects.

Also apart from all this, some employees of E-commerce

companies were spoken to, inorder to get a report on various
functions of the company, mainly Flipkart.

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 RESEARCH METHODOLOGY

SOURCES OF DATA

PRIMARY DATA:

SECONDARY DATA:

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 HYPOTHESIS

THERE IS NO SIGNIFICANT
Ho RELEVANCE OF MARKETING
NULL HYPOTHESIS STRATEGIES IN PROMOTING
E-COMMERCE SALES
THERE IS SIGNIFICANT
H1 ALTERNATE HYPOTHESIS RELEVANCE OF MARKETING
STRATEGIES IN PROMOTING
E-COMMERCE SALES

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 RESEARCH DESIGN

This is a descriptive type of research which is based on qualitative data

collected through the questionnaire circulated amongst various
respondents.

The primary data collected through, sample size being approximately 100+
has been analysed well.

A set of secondary data has been used as the theoretical content in the
project to analyse & verify/test the hypothesis.

The primary data has been collected through survey method &
experimental method.

The secondary data has been collected through various projects on

E-commerce & various reports on online business.

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DATA COLLECTION METHOD

 I have used Quantitative data collection methods

 By Closed-ended Surveys and Online Quizzes I collected my data for the research
work.

 Closed-ended surveys and online quizzes are based on questions that give respondents
predefined answer options to opt for. There are two main types of closed-ended
surveys – those based on categorical and those based on interval/ratio questions.

 Categorical survey questions can be further classified into dichotomous (‘yes/no’),

multiple-choice questions, or checkbox questions and can be answered with a simple
“yes” or “no” or a specific piece of predefined information.

 Interval/ratio questions, on the other hand, can consist of rating-scale, Likert-scale, or

matrix questions and involve a set of predefined values to choose from on a fixed
scale.

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SAMPLING METHOD

Probability Sampling:

 What is probability sampling?

In simple words, probability sampling (also known as random sampling or chance sampling)
utilizes random sampling techniques and principles to create a sample. This type of sampling
method gives all the members of a population equal chances of being selected.

 The sample size of the research is 87.

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 ANALYSIS & INTERPRETATION

1. What do you think should be the marketing strategy of e-commerce

industry?

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2. What do you think about offline business in today’s world?

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3. Do you think e-commerce will boom in future?

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4. Why do you prefer e-commerce business for your purchases?

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5. Which company do you prefer the most for your purchases?

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6. Which category of products you normally order online?

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7. How would you like to promote your online business in future at festive
season?

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8. Don’t you think offline business is more faithful than e-business?

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9. What do you think about service levels of e-commerce companies?

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10.Which media do you feel can be most effective for e-commerce business?

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 FINDINGS

SWOT ANALYSIS OF FLIPKART

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 SUGGESSTION & CONCLUSION

SUGGESTION:

Flipkart has successfully placed itself into the prospects mind making it the India‘s largest
online store with huge range of products. But Flipkart still needs to work on their core
competence that is books and stationery items. With the entry of Amazon.com it will be a
huge competitive market for Flipkart and hence will have to position itself better, as we still
see that huge percentage of females are still unaware of Flipkart. They need to get aggressive
at providing better services which can be fulfilled by reducing the delivery time, selling
second hand products which will increase consumers‘ affordability much more and enhance
penetration into the market.

They can even have their retail stores which can give an access to consumers to feel and
analyse the products, which will help them win the consumers faith. Price will still be a factor
as amazon being a huge company will use its economies of scale to remove their competitors
from the market; therefore they need to be more competitive on that aspect. Be very focused
on consumers and build amazing experiences for the customers

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 CONCLUSION

A credible rival can do wonders to an enterprise and Flipkart is no different. The entry of
Amazon in India has enabled Flipkart develop a lot of in-house innovation and organically
developed best-practices - that have now become the industry standard. Flipkart began
operations on the consignment model; goods were procured from suppliers on demand, based
on the orders received through the website. Later, the books-to-electronics e-shop adopted the
warehouse model. The company had its own warehouses, and maintained its own inventory.
However in July 2013, Flipkart launched its model of marketplace just one month after
Amazon launched its marketplace in India. It introduced payments brand PayZippy for online
merchants and customers seeking fast, hassle- free and safe payment options. Some 70 per
cent of its shipments are done by its own logistics company and about half of deliveries are on
a cash-on-delivery basis. Flipkart has recently introduced the next day guarantee delivery
service and shopping from its own mobile application. Given the critical mass of transactions
Flipkart controls - about 100,000 a day - the company is betting that it has the volumes to lay
the foundation of what will be a profitable business. Last but not the least; Flipkart has very
clearly prioritized customer delight as its chief avenue for customer acquisition and retention.

This causes them to build a lot of slack into their existing systems causing higher costs at
several points in the supply chain. How they address this challenge is what will determine
their future success.

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 REFERENCES & BIBLIOGRAPHY.

1. https://en.wikipedia.org/wiki/E-commerce_in_India
2. Flipkart.com

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