SERVICE MARKETING
Submitted by:
Eesha | MFM/21/358
Hetvi Parekh | MFM/21/401
Niveditha Vijayanand | MFM/21/243
Submitted to:
Ms. Pavol Sahadevan
Master of Fashion Management - Batch 2021 - 2023
Date - 15th February, 2022
Myntra is one of the largest fashion e-commerce stores in India that deals with a wide range of fashion and lifestyle products for men, women, and kids like high-quality clothes, branded footwear, bags and backpacks, beauty and personal care products, home and living accessories and more.
Myntra was founded by Mukesh Bansal, Ashutosh Lawania, Vineet Saxena, Sankar Bora, and Raveen Sastry back in 2007. Myntra witnessed quite a successful run before it was acquired by Flipkart in May 2014 in a Rs 2000 crore, cash and stock deal to help the latter tap into the fashion space.
Myntra is one of the largest fashion e-commerce stores in India that deals with a wide range of fashion and lifestyle products for men, women, and kids like high-quality clothes, branded footwear, bags and backpacks, beauty and personal care products, home and living accessories and more.
Myntra initially started selling on-demand personalized gift items and focused to serve the B2B model during its initial years. Myntra established its website, which offered its customers a range of personalized products like T-shirts, mugs, mousepads, and others between 2007 and 2010. Myntra gradually started cementing its position in fashion and lifestyle and expanded from selling only personalized products to businesses to serving other individuals. By 2012, the story of Myntra took a turn as it began offering products from 360 Indian and International brands. Furthermore, the transition from being a B2B brand to emerging as India's largest B2C fashion e-commerce marketplace is a matchless feat indeed!
On 10th May 2015, Myntra came up with a surprise and announced the shutdown of its website. Further added that it would serve the customer mainly through mobile applications beginning 15th May. However, the "app-only" model witnessed a decline in its sales. Myntra supported its decision by stating that 95% of traffic on its website came via mobile devices and that 70% of its purchases were performed on smartphones. However, seeing the negative impact of the app-only model, Myntra decided to revive its website again.
Myntra has bagged quite a few titles under its name:
Myntra was acknowledged as India’s Most Admired & Valuable Power Brand Award 2016 at the 7th Annual India Leadership Conclave & Indian Affairs Business Leadership Awards 2016. Myntra.com was announced as a winner of the Red Herring Global 100 award.
CNBC - TV18 recognized Myntra's website as one of the Hottest Internet Companies of the Year.
It has also been awarded 'Fashion eRetailer of the Year 2013' by Franchise India's eRetail Awards.
Myntra online app and website also bagged the title of 'Best E-commerce Website for 2012' by IAMAI – India
Digital Awards.
The venture was also awarded 'Images Most Admired Retailer of the Year: Non–Store Retail' for 2012 by Images Group.
Puma India awarded Myntra with the 'Best E-commerce Partner of the year 2011-12'.
Myntra does not have its own courier company which delivers parcels. They have contracts with thirdparty courier companies to deliver shipments. You can see major courier companies like Bluedart, DTDC, DHL,ecom express etc.
Myntra delivers all over India through the various courier partners and customers can check a product delivery available through the delivery partners and stage by stage order tracking is available on the sustomer's profile which can be accessed at any point.
While many of us love Online Shopping, what we don't love is the amount of trash that comes with it in the form of plastic wrappers, bubble wrap, cardboard boxes, and more. While some people may save this for DIY projects most of the customers end up disposing them incorrectly
Myntra has decided to change this by implementing a process where orders will be delivered to customers in 100% plastic-free sustainable packaging.
Myntra sellers across the country have adopted green packaging.
Bubble wraps, plastic cello tapes and polycovers have been replaced with shredded materials, paper tapes and paper covers & boxes respectively
A unique QR code scanning has been implemented for each bag to prevent any inadvertent use of plastic bags
Myntra has successfully implemented 100% plastic-free packaging in its entire supply chain, adhering to its commitment outlined in August 2019. In addition to its own supply chain, Myntra’s sellers have also adopted the green packaging defined by Myntra.
This milestone is a significant outcome of the efforts initiated by Myntra towards aligning its seller partners and helping them with a transition path to gradually adopt sustainable packaging alternatives.
Myntra has an option where Customers can create and share Wishlists on the Website and App. Wishlists on e-commerce websites are features that allow the creation of collections with desired products saved by clients, in their user’s account. In addition to providing this service, Myntra uses it to market their End of Reason Sale, this year, they encouraged their customers to create a wishlist of products they would want to see in the EORS and the winners were given Gift Vouchers of Rs 5,000 each
Payment Gateways sometimes are unreliable when it comes to shopping online, either in terms of data getting compromised or Network issues. Myntra's solution to this is a Pre-Paid Wallet - MynCash to increase the sale of Myntra products Myntra come up with different seasons sales and they also provide Myncash (Myntra cash) for every friend you refer on Myntra. Myncash is Not real cash but it’s like a cashback you can use when you order an item from Myntra Only. For every friend, you refer you both get up to 150 Myncash. Get your 150 Myncash Now
Myntra realized that even after having convinced themselves thoroughly about the benefits of online shopping for apparel, one of the last hurdles that remain in the minds of consumers is the lack of the ‘touch and feel factor. A study suggests that there are about 80 million online shoppers in India who shop for things other than fashion. So, Myntra has moved to fill in this gap and assure customers that buying fashion online is a safe option for them by launching the ‘Try and Buy’ (T&B) offer.
Adding to the list of services that Myntra is offering its customers, T&B allows for a trial of products such as apparel, shoes, and accessories, prior to their purchase. the T&B service will extend to customers in NCR, Hyderabad, Kolkata, Pune, Chennai, Ahmedabad, Lucknow, Jaipur, and Bengaluru. This feature will not only allow for high-value purchases to be made online but also reduce the quantum of product returns to a large extent. The 30-day return and exchange policy will continue to be in force on products purchased through T&B.
Products eligible for T&B will be shipped in separate and distinct packaging and the service can be availed at no additional fee during the introductory phase, spanning a few months. The feature is valid on both prepaid and CoD orders, with a maximum of three items per request.
Myntra Insider is Myntra's Loyalty Program, Launched in September 2018, that offers a wide range of Tiered Benefits and privileges for customers. The core benefits of the Myntra Insider program are extra savings through vouchers, coupons, and a host of partner offers, VIP access to mega sale events, and fashion advice from leading celebrity stylists. Registered Myntra users can only opt in to join this Loyalty program
Myntra, which had sought to disrupt offline retail by selling clothes online, is now relying on the most visible symbol of the offline fashion industry to run its business — the humble neighborhood tailor. Myntra is roping in local tailors to deliver clothes so that they can alter products right at the customers’ doorsteps, which the company hopes will reduce returns on sales. Nearly 15-20 percent of all sales in India’s online fashion industry end up being returned by customers.
Sizing is a particular concern for Indian clothes online, and there are no standardized sizing measurements across brands. The data that Myntra collects through tailors will ultimately be mapped with brand data, and its own set of measurement for the user.
Myntra Studio is a platform that provides Myntra‘s user's access to original and exclusive content. This content is meant to not only be entertaining but also to inspire the audience. It’s been designed to provide you, the user with useful tips, tricks, and hacks to keep you looking and feeling like your best self. This will help users, as well as popular brands, stay up to date on the happenings in fashion’s fast-paced world and updated on all the latest trends as well.
It is a widely sought-after personalized content destination on an e-commerce platform that provides users with access to 20,000+ original, inspirational, and shoppable fashion, beauty, and lifestyle content assets at scale, Myntra Studio has helped establish Myntra as a frontrunner in innovative content-led commerce.
The platform has grown by 25X in the last 6 months itself. Some of the leading brands on Myntra have 2-3 times larger communities on Myntra-Studio and witness a 3-4X higher engagement, in comparison to other similar influencer-led platforms.
With M-Live, its pioneering proprietary live video streaming, and live commerce platform, Myntra is further paving the way for the future of shopping that resonates with today’s social media savvy, fashion-conscious generation. M-Live aims to facilitate a real-time engagement between consumers and brands by allowing influencers and experts to host live video sessions of product and styling concepts curated by them, on the Myntra app, enabling viewers to shop instantly.
M-Live is also the nearest to an expert-assisted offline shopping experience that is fully experienced online. The core benefit is the users’ ability to get interactive descriptions of products independently curated by experts they can trust and identify with while getting instant advice on various aspects like styling, fitment, product quality, and material. With several concurrent users joining the live sessions, it also gives users the opportunity to shop as a community and benefit from the community’s knowledge, observations, questions, and comments, enabling a more confident shopping decision that is backed by social validation.
Myntra's customers are well versed with the online web portal as well as a mobile application, which customers access to view the product assortment
Social Media Ads as well as Youtube ADs bring attention to the ongoing offers and sales. Daily App Notifications also encourage customers to interact with the brand
Website or Brick and Mortar Store is the first touchpoint. While Brick and Mortar is fairly recent, most customers prefer the Website or App to shop
External Payment gateways such as Razor Pay, Axis Bank or Google Pay
Order confirmation is sent via email, text message as well as updated onto the Myntra Customer Profile for the
Customer to Track
Stage by Stage Order Processing information is shared with the customers by Email and Text Message
Global Domination. Considering opening Worldwide Shipping of Products would help puch Myntra Further towards Success
Marketing towards couples who are about to get married would be beneficial. In the Following Ways
Curating the Complete Wedding Trousseau
Writing Blogs about what to consider while choosing the garments and Accessories
Launching their own Athleisure Line complete with Accessories such as Dumbells, Waterbottles etc.
Lenskart was launched by Peyush Bansal along with Amit Chaudhary and Sumeet Kapahi in 2010.in November 2010 as a startup in New Delhi
They initially started with lenses and specs only and today they have a wide assortment of products available on their platform.
Today, Lenskart is one of India’s biggest eyewear brands and is an established India’s Unicorn in 2019.
Lenskart is one of the biggest e-commerce eyewear brands which operates offline in the form of retail stores and online on its own website as well as a mobile application.
Lenskart offers more than 5000 styles of eyewear which delivers the power accurately upto 3 decimal places. In the last few years lenskart has also developed an eyecare range.They offer customized variations for customers. Vogue,Tag Huer,Ray-Ban,Carrera are some of the popular brands available on lenskart.
Lenskart has a differentiating feature on both its website and mobile application where one can virtually try thousands of frame online for free. The same feature is available in the store as well if you physically do i h l i l f
Recently, Lenskart has also launched a home eye test, where users can book an appointment through their website or mobile application. A certified refractionist visits the customer’s home with eye test equipment as well as 100 frames for free trial.
Lenskart offers a buying guide on its application as well as the website where different frame and face shapes are explained. They also explain how to make the right choice for the type of lens to opt for. This guide makes it extremely easy for any customer to purchase their eyewear online.
Lenskart's annual membership is called GOLD membership. Customers can buy this membership from lenskart app or website or even from the store after they decide to make a purchase. This membership can be used by the entire family and doesn't require separate ownerships.
Lenskart provides a number of intangible services, customer support, delivery of the product, and salesmen and refractionist providing expertise related to making a purchase decision are the primary intangible services. These services are provided by Lenskart in order to enhance a customer's shopping experience.
Lenskart has provided their customers their online web portal as well as a mobile application so that the users can have a look at the products they are offering.
Lenskart has also been on top of the game when it is abouting promoting their products. They create content in form of youtube advertisements,Tv commercials, social media posts etc.
Lenskart has also launched home eye test, where users can book an appointment through their website or mobile application. A certified refractionist visits the customer’s home with eye test equipment as well as 100 frames for free trial.
During the purchase, Store is the first touchpoint in customer journey mapping. They have more than 900 operational stores across the country.
After entering the store, the customers in contact with the sales staff who technically represent the brand. Lenskart hires experienced sales staff who help the customers making the right choice.
Lenskart offers GOLD membership where special priveges and perks like BOGO and special discounts are provided to the customer
Lenskart provides an online virtual 3d frame trial, where customers can try variations of different eyewear.
Lenskart provides the customer with an Etransaction bill along with a physical copy .This is where the customer purchases the product.They also send you the same updates on whatsapp too.
Lenskart makes sure to acknowledge their customers by sending them a thankyou mail with details of their purchase.
Lenskart offers a no question asked Return policy- 14 days for eyewear and contact lenses and 7 days for sunglasses.
Lenskart has grown immensely in India and established itself as an unicorn start up. The next logical step to grow should be expand globally. With made in India products, Lesnkart actually has a huge arena to grow.
Its practically impossible for Lenskart to go 100% plastic free, but initiating a vertical where customers could dispose or return back the used frames which are not damaged and getting reward points in return. This in turn will help Lenskart to retain old customers.
Lenskart is known for its cool accessories and its affordable price, but the one area where it needs improvement is the quality check. It can provide a quality assurance check so that the products don't wear off easily.
CoveredbyMsEeshaRawat
Hush Puppies is an American brand of casual footwear for men, women, and children. The shoes have been described as "the classic American brushed-suede shoes with the lightweight crepe sole".
The origins of the Hush Puppies name are decidedly low-tech. A company sales manager sat with a friend for a dinner of catfish and deep fried corn fritters called “hush puppys.” Intrigued by the name, the salesman discovered that farmers also used these hush puppys to quiet barking dogs. At the time, tired feet were known as “barking dogs” and the salesman \reasoned that his soft, lightweight comfortable shoes could quiet them, too.
Hush Puppies footwear is know for its comfort and medicated shoe soles. This is one tangible service that is experienced by the customer. The technologies used by the brand creates an edge from the rest and leaves a great impression in the customer's mind.
The various services provided under each category to increase the comfort and ease of customers not only in terms of the product but also the service
A proper size chart is provided with a printable fitting gauge that helps you know your size sitting at home.
By 2022, at least one element of every shoe will be recycled or eco-friendly
The Brand through Community caters to TRANSPARENCY which is the most important factor towards building a great customer relationship and service excellence. This is an intangible service as it is an indirect experience of goodness, that is been experinced.
The Factors under Community are
Materials Our People Our Causes
Through these factors they try to tell you how the customer after buying this product can benefit the environment and its people.
We aim to harmonise the commercial interests of Hush Puppies with the private and family needs of our employees and suppliers.
We consider every person that touches the brand in its lifecycle to be just as important as the next. Our motto “welcome to all, exclusive to none”, underpins everything we do and only further stimulates the environment of diversity and inclusivity that we have built.
We are proud to partner with charities and organisations that want to be better and do better.
This service will bring ease to the customer in case they want to know which are the best seller pieces of the brand. This also helps the customer have clarity about the best merchandize available with brand without actually wasting time strolling over the exhaustive product range.
Hush Puppies has a wide presence on both online and offline platforms. Its physical presence can be felt across all good market places making it accessible and online platforms like Myntra, Amazon, Tata Cliq, Ajio to name a few.
Hush Puppies brand is promoted through a mix of marketing channels which includes outdoor advertising, TV advertising, print ads in newspaper and magazines.
Hush Puppies provides you with the steps to measure your foot for any online purchase so thati its accurate.
They have a staff dedicated to make the customer understand the advantage of the product before hand and let the customer try on multiple options.
During the purchase, Store is the first touchpoint in customer journey mapping. They have more than 250 operational stores across the country.
After entering the store, the employees make sure the customer is satified with the trail and carries good knowledge about the product.
The Hush Puppies Club membership is valid all across India.The loyalty bonus points can be redeemed by the customer at any time during its validity period and at the authorized and participating Hush Puppies Stores in India only.
Hush Puppies provides you with a whatsapp update once the purchase has been made.
They acknowledge their customers by sending a mail thanking them for their purchase.
Product (s) can be exchanged from any of our retail stores within the 15 days from the date of delivery.
The Store gets in touch with the customer personally via Whatsapp to provide products servicing and repair if need be.
They can convert the brand from multichannel to omnichannel
They need to be more interactive with customers and provide them personal services like
You can call a stylist home from Hush puppies to understand the colours and aesthetics preffered by you.
Through service the customers will be able to assemble different shoes part to make one of their own. They will be provided with a virtual trial of the same and if customer approved then the same will be shipped to their homes.
This will help the loyal customers keep their merchandize for a longet time than promised. The repairs will help make the footwear look new .
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