Aafreen Final Front

A COMPARATIVE STUDY ON DIGITAL MARKETING
STRATEGIES OF AMAZON V/S FLIPKART
A Project Submitted to
University of Mumbai for partial completion of the degree of
Master in Commerce
Under the faculty of Commerce.
SUBMITTED
BY
Miss Aafreen Jahan Siddiqui
Roll No : 50
MCOM. Semester-III
Under the Guidance of
Prof. Dr. Megha K. Khedekar
Rajasthani Sammelans’s
Ghanshyamdas Saraf College of Arts and Commerce
Affiliated to University of Mumbai Reaccredited by NAAC with ‘A’ Grade
S.V. Road Malad (WEST) Mumbai -400064.
A.Y. 2018 -2019

RAJASTHANI SAMMELAN’S
GHANSHYAMDAS SARAF COLLEGE OF ARTS & COMMERCE
AFFILIATED TO UNIVERSITY OF MUMBAI
REACCREDITED BY NAAC WITH ‘A’ GRADE
REST CAMPUS, S.V. ROAD MALAD (W) MUMBAI -400064.
CERTIFICATE
This is to Certify that Ms. Aafreen Jahan Siddiqui has worked and duly completed
her Project work for the degree of Master in Commerce under the faculty of
Commerce in the Subject of Management and her project is entitled, “A
COMPARATIVE STUDY ON DIGITAL MARKETING STRATEGIES OF
AMAZON V/S FLIPKART ” Under my supervision.
I further certify that the entire work has been done by the learner under my guidance
and that no part of it has been submitted previously for any Degree or Diploma of any
University.
It is her own work and facts reported by her personal finding & investigations.
Project Guide: Dr. Megha K. Khedekar Principal
Date:
External examiner: College Seal:
Date:
DECLARATION BY LEARNER
I the Undersigned Ms. Aafreen Jahan Siddiqui here by, declare that the work
embodied in this project work titled “A COMPARATIVE STUDY ON DIGITAL
MARKETING STRATEGIES OF AMAZON V/S FLIPKART”, forms my own
contribution to the research work carried out under the guidance of Prof. Dr. Megha
K. Khedekar is a result of my own research work and has not been previously
submitted to any other Degree or Diploma to this or any other University.
Wherever reference has been made to previous works of others, it has been clearly
indicated as such and included in the bibliography.
I, here by further declare that all information of this document has been obtained and
presented in accordance with academic rules and ethical conduct.
Name and Signature of the Learner.
Certified by
Name and Signature of the Guiding Teacher.

ACKNOWLEDGEMENT
I am really thankful to the respondents of Digital Marketing and my brothers and

parents who have helped me is difficult because they are so numerous and the depth is
so enormous.
I would like to acknowledge the following as being idealistic channels and fresh
dimensions in the completion of this project.
I take this opportunity to thank the University of Mumbai for given me chance to do
this project.
I would like to thank to my Principal, Bhavna Vaidya providing the necessary

facilities required for completion of this project.
I take this opportunity to thank our Chief Coordinator Dr. Lipi Mukherjee and Prof
Dr. Megha K. Khedekar for their moral support and guidance.
I would like to express my sincere gratitude towards my project guide Dr. Megha
Khedekar whose guidance and care made the project successful.
I would like to thank my College Library, for having provided various reference
books and magazines related to my project.
Lastly, I would like to thank each and every person who directly or indirectly helped
me in the completion of the project especially my Parents and Peers who supported
me throughout my project.
EXECUTIVE SUMMARY
India’s homegrown e-commerce player Flipkart is now the most trusted Indian e-tailing
brands but rival Amazon offers better user experience, according to a recent study.
Flipkart has taken lead over Amazon in terms of brand recall and popularity in tier 1
and 2 towns in the July to September quarter, a recent study by RedSeer Consulting
suggests. Both companies were, however, tied as India’s most trusted brand in metros.
Overall, Flipkart and Amazon were neck and neck on RedSeer’s leadership index.
But Amazon trumped Flipkart in user experience, found the survey based on responses
of 7,500 online shoppers across 30 cities. Amazon’s Prime membership, which bundles
Amazon’s offerings under one roof, helped it beat Flipkart in user experience, Redseer
said. In August, the Seattle-based e-commerce firm said said Prime accounts for 35
percent of overall purchases on Amazon.
The survey analysed at least 30 different parameters before arriving at the rankings.
Flipkart and Amazon are locked in a fierce war for market dominance in India and
continue to pump money to boost their verticals. Earlier this month the Jeff Bezos-led
firm pumped Rs 2,900 crore into Amazon Seller services, its third major capital infusion
this year, to expand its local business. Flipkart has cash a reserve of $4 billion after it
raised $2.4 billion from Softbank’s Vision Fund in July.
INDEX
Chapters Topics Page No.
1 Introduction & Research Methodology 1
1.1 Objectives of research 7
1.2 Exploratory research 7
1.3 Descriptive research 7
1.4 Data Collection 7
1.5 Survey 7
1.6 Sampling 8
1.7 Primary Data 8
1.8 Secondary Data 8
1.9 Content Analysis 8
1.10 Parameter & Unit of Analysis 8
1.11 Hypothesis 9
2 Literature Review 10
3 Company Profile
3.1 Product or Service Alliance 13
3.2 Logistics 18
3.3 Vehicle Tracking Crucial in E-Commerce 18
3.4 Logistics Partner 19
3.5 Marketing Strategy 24
3.6 Advertising & Promotion 31

3.7 SWOT Analysis 34
3.8 Amazon History & Growth 39
3.9 Flipkart History & Growth 41
3.10 Key Differences 43
3.11 Comparison between Amazon & Flipkart 45
3.12 Challenges of Digital Marketing 46
3.13 Challenges faced by AMAZON 48
3.14 Challenges faced by FLIPKART 59
3.15 Advantages & Disadvantages of Online Shopping 52
4 Data Analysis & Interpretation 56
4.1 Testing of Hypothesis 77
5 Findings, Suggestions & Conclusions
5.1 Findings 78
5.2 Suggestions 79
5.3 Conclusions 80
Appendix 80

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A COMPARATIVE STUDY ON DIGITAL MARKETING

STRATEGIES OF AMAZON V/S FLIPKART

University of Mumbai for partial completion of the degree of

Under the faculty of Commerce.

Miss Aafreen Jahan Siddiqui

Under the Guidance of

Prof. Dr. Megha K. Khedekar

Ghanshyamdas Saraf College of Arts and Commerce

Affiliated to University of Mumbai Reaccredited by NAAC with ‘A’ Grade

S.V. Road Malad (WEST) Mumbai -400064.

A.Y. 2018 -2019

GHANSHYAMDAS SARAF COLLEGE OF ARTS & COMMERCE

AFFILIATED TO UNIVERSITY OF MUMBAI

REACCREDITED BY NAAC WITH ‘A’ GRADE

REST CAMPUS, S.V. ROAD MALAD (W) MUMBAI -400064.

Project Guide: Dr. Megha K. Khedekar Principal

External examiner: College Seal:

Name and Signature of the Learner.

Name and Signature of the Guiding Teacher.

I am really thankful to the respondents of Digital Marketing and my brothers and

I would like to thank to my Principal, Bhavna Vaidya providing the necessary

Chapters Topics Page No.

1 Introduction & Research Methodology 1

1.1 Objectives of research 7

1.2 Exploratory research 7

1.3 Descriptive research 7

1.4 Data Collection 7

1.7 Primary Data 8

1.8 Secondary Data 8

1.9 Content Analysis 8

1.10 Parameter & Unit of Analysis 8

3.1 Product or Service Alliance 13

3.3 Vehicle Tracking Crucial in E-Commerce 18

3.4 Logistics Partner 19

3.5 Marketing Strategy 24

3.6 Advertising & Promotion 31

3.8 Amazon History & Growth 39

3.9 Flipkart History & Growth 41

3.10 Key Differences 43

3.11 Comparison between Amazon & Flipkart 45

3.12 Challenges of Digital Marketing 46

3.13 Challenges faced by AMAZON 48

3.14 Challenges faced by FLIPKART 59

3.15 Advantages & Disadvantages of Online Shopping 52

4 Data Analysis & Interpretation 56

4.1 Testing of Hypothesis 77

5 Findings, Suggestions & Conclusions

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