INTRODUCTION

Myntra Designs Pvt. Ltd.

Myntra Designs Pvt. Ltd. operates as a holding company. The Company, through its subsidiaries,
provides e-commerce products and serves customers throughout India.

Mukesh Bansal is the founder and chief executive of Myntra, India's largest fasion e-commerce
site, which was acquired, in 2014, for $375 million by Flipkart, the country's equivalent to
Amazon. Before founding Myntra, Bansal spent eight years in Silicon Valley, first as a software
engineer, then as a product manager

Myntra is a major Indian fashion e-commerce company headquartered in Bengaluru, Karnataka,

India.The company was founded in 2007-2008 to sell personalized gift items.In May 2014,
Myntra.com was acquired by Flipkart

2014, Myntra was acquired by Flipkart in a deal valued at ₹2,000 crore (US$250 million). The
purchase was influenced by two large common shareholders Tiger Global and Accel Partners.[9]
Myntra functions and operates independently.[13] Myntra continues to operate as a
standalone brand under Flipkart ownership, focusing primarily on "fashion-conscious"
consumers.[14]

LR
In 2014, Myntra's portfolio included about 1,50,000 products of over 1000 brands, with a
distribution area of around 9000 pin codes in India.[15] In 2015, Ananth Narayanan became the
chief executive officer of Myntra.[16]

On 10 May 2015, Myntra announced that it would shut down its website, and serve customers
exclusively through its mobile app beginning 15 May. The service had already discontinu…

Objective of the study

Mobile commerce has nowadays become a popular internet marketing strategy which operates
through various mobile devices. Mobile shopping and mobile banking are the two phenomenal
shifts that have transcended the consumers' attentions and interest towards online shopping.
Both national players Myntra and international players are working strategically in e-commerce
business so as to increase their market share. Mobile apps are designed in such a way that they
exclusively focus on increasing user engagement and make their experience easier. The aim of
this research paper is to analyse the effect of mobile shopping apps on middle age consumers
buying behaviour. The results revealed the significant impact of mobile shopping apps on
buying behaviour of middle age consumers. Further it can be inferred that pre purchase
services, transaction related services and satisfaction of middle age consumers are instrumental
in determining the purchase intention of middle age consumers.

Objective of the study Myntra.

Mobile commerce has nowadays become a popular internet marketing strategy which operates
through various mobile devices. Mobile shopping and mobile banking are the two phenomenal
shifts that have transcended the consumers' attentions and interest towards online shopping.
Both national players Myntra and international players are working strategically in e-commerce
business so as to increase their market share. Mobile apps are designed in such a way that they
exclusively focus on increasing user engagement and make their experience easier. The aim of
this research paper is to analyse the effect of mobile shopping apps on middle age consumers
buying behaviour. The results revealed the significant impact of mobile shopping apps on
buying behaviour of middle age consumers. Further it can be inferred that pre purchase
services, transaction related services and satisfaction of middle age consumers are instrumental
in determining the purchase intention of middle age consumers.

Case study.

A STUDY ON ONLINE SHOPPING AND CUSTOMER SATISFACTION ON MYNTRA Dr. T.

Shenbhagavadivu1, M. Sharanya2, S.Sai Priyanka3, V. Ajithkumar4, A. Irshad Khan5 1Assistant
Professor, Department of M.Com (IB) & B. Com (CS), Sri Krishna Arts and Science College,
Coimbatore - 641008. Mail Id: shenbhajeevi@gmail.com Contact No: +919362356665 2,3,4,5
Students, I M.Com (IB), Sri Krishna Arts and Science College, Coimbatore - 641008.
INTRODUCTION: Internet Marketing in its simplest terms refers to the marketing and selling
of goods and services using the internet as the sales and distribution medium. The Internet has
reduced the world into a global village, has made distance irrelevant and time zones little more
than an inconvenience. Businesses in the remote parts of India can easily service clients in the
bright cities of America, while goods produced in China are sold to consumers in all parts of the
world. Internet Marketing offers anybody over a certain age with access to a computer and
access to an Internet connection, the opportunity to go into business for themselves with little
or no start-up costs. INDUSTRY PROFILE Myntra is an Indian fashion e-commerce
marketplace company headquartered in Bengaluru, Karnataka, India. The company was
founded in 2007 with a focus on personalization of gift items. By 2010, Myntra shifted its focus
to the online retailing of branded apparel. In May 2014, Myntra.com acquired by Flipkart to
compete against Amazon which entered the Indian market in June 2013 and other established
offline retailers like Future Group, Aditya Birla Group and Reliance Retail. Established by
Mukesh Bansal along with Ashutosh Lawania and Vineet Saxena, Myntra was in the business
of on-demand personalization of gift items. It mainly operated on the B2B (business-to-
business) model during its initial years. Myntra tied up with various popular brands to retail a
wide range of latest merchandise from these brands. REVIEW OF LITERATURE V.Kumar and
Denish Shah 2011 have published research paper entitled “Pushing and Pulling on the Internet
“The internet is fast emerging as a domain sales channel. The Internet is expanding& it
influences consumer which shifts the consumer behaviour. It has changed the way product
awareness, developed new modes of product consideration. JK Corley, Z Jourdan, 2013, The
amount of research related to Internet marketing has grown rapidly since the dawn of the
Internet Age. A review of the literature base will help identify the topics that have been
explored as well as identify topics for the further research. J Suresh Reddy, 2014 has
published article “Impact of E-commerce on marketing”. Marketing is one of the business
function most dramatically affected by emerging information

SWOT analysis.

Myntra Strengths

The strengths of Myntra looks at the key aspects of its business which gives it competitive
advantage in the market. Some important factors in a brand's strengths include its financial
position, experienced workforce, product uniqueness & intangible assets like brand value.
Below are the Strengths in the SWOT Analysis of Myntra :
1.Merger with flipkart has increased its strength and capacity

2. Retention of its independence even after merger.

3.Offering of more than 1.5 lakhs products with over 1000 brands

4. Efficient supply chain and delivery capability helps it to cater to 90,000+ locations.

4.”End of season sale” –a huge success, Rs.90 crore worth of goods sold

5.Good advertising and marketing campaigns on TV, internet and print

Myntra Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to
increase its position further. Certain weaknesses can be defined as attributes which the
company is lacking or in which the competitors are better. Here are the weaknesses in the
Myntra SWOT Analysis:

1. Intense competition means limited market share growth

Myntra Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A
brand's opportunities can lie in geographic expansion, product improvements, better
communication etc. Following are the opportunities in Myntra SWOT Analysis:-

1. Selling private labels can increase their margin

2.Partmership with celebrity designers, Bollywood movies can increase its fashion appeal.

3.Bridal collection to tap the big wedding market in India

4. Expansion into global markets can boost business

Myntra Threats

The threats for any business can be factors which can negatively impact its business. Some
factors like increased competitor activity, changing government policies, alternate products or
services etc. can be threats. The threats in the SWOT Analysis of Myntra are as mentioned:

1.Global competitors like Amazon slowly making its foray

2. Fashion segment is becoming popular leading to increased competition

3. Economic fluctuations and unfavorable govt policies

4. Adding to its niche proposition is its app only business decision and closing website might
prevent it from capturing the growing online space.

FINDINGS
technologies. Internet is providing companies new channels of communication and
interaction. It can create closer yet more cost effective relationships with customers in sales,
marketing and customer support. Companies can use web to provide ongoing information,
service and support. It also creates positive interaction with customers that can serve as the
foundation for long term relationships and encourage repeat purchases. T. Shenbhagavadivu ,
2015 has published the article " A Study on Customer Satisfaction towards online shopping "
focused on understanding the consumer's attitudes towards online shopping , making
improvement in the factors that influence consumers to shop online and working on factors
that affect consumers to shop online will help marketers to gain the competitive edge
over others. Vikas Bondar, 2015 has published his article on “sales and marketing strategies”.
Internet is a really good thing. The Internet gives people a greater amount of information as we
need. It is the best way to get a comparison of the products that we need. If we are interested
in buying, it is best for us to check the Web sites. OBJECTIVE OF THE STUDY  To study the case
of internet marketing in Myntra.  To study the effectiveness of Myntra.  To study the reach of
Myntra to the consumer.  To study about the customer satisfaction of online shopping at
Myntra.  To study the consumers expectation and developments in online shopping.
RESEARCH METHODOLOGY Sources of Data Primary data The data those are collected as fresh
for first time and happen to be original in character are called as primary data. Primary data
collected with the help of questionnaire. Secondary Data Secondary data are collected from
various sources, ie Internet, Books, Website, Company reports, Journals, Company profile
Sample Design - Population - All consumers of Myntra in Coimbatore Sample size - 100
Sampling Method - Non probability sampling Tools for Analysis - (a) Percentage analysis, (b)
Chi-square analysis Hypothesis Testing H0.1 There is a no significant relationship between
gender and opinion of service offered by Myntra.. HO.2 There is a no significant relationship
between Occupation Online Purchase at Myntra

CONCLUSION

Myntra today is India’s largest fashion and lifestyle e-commerce store that serves millions of
fashion enthusiasts every day. With the onset of smartphones and rapidly increasing product
sales, building a mobile presence seemed like a natural next step.

However, the idea of selling and buying clothes through a 3.5” screen was unfathomable at the
time. To re-imagine a new reality that shrunk the online website into the palms of millions, the
team needed to transform their bold strategy into tangible outcomes in order to achieve their
vision of a consumer-first mobile platform.
 SUGGGESTION

As we can think of a few ideas which Myntra can adopt if they want to acquire customers like
me. Let me talk about a couple of them in this blog.

For any business to be successful it is critical to understand the target market and consumer
behavior.

We all know that India is a very price sensitive market. We Indians like to check out stuff in
different stores, compare prices and then make a decision. Another thing about India is that the
consumers are very skeptical, they like to get all their questions answered and doubts cleared
before they decide on something. In case of apparels, they would like to physically experience
the apparels for quality, fabric, fitting and what not.

So my first suggestion for Myntra is to open an experience center. Here is how it works in the
UK, the customer browses through the catalog online and selects a few apparels which the
customer wants to try out. The apparels are made available at the experience center as per
customers preferred date and time. Customer visits the experience center and tries out the
stuff, if they like it they can go ahead and place an order online. The apparels will then be
delivered to you.

It's such a great opportunity for Myntra to open experience center, ask people to try it. Today
many of the Myntra shoppers are visiting other stores to check the products before they finally
place an order for them on Myntra. Opening an experience center significantly improve the
customer experience and build trust among first-time buyers.
 Reference

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