Online Marketing Strategies of Myntra

Implementation of online marketing strategies for increasing sale of consumables product in Myntra
CHAPTER-1
INTRODUCTION
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1.1 INTRODUCTION
Online marketing is a set of powerful tools and methodologies used for promoting products and
service through the internet. Online marketing includes a wider range of marketing elements than
traditional business marketing due to extra channels and marketing mechanism available on the
internet. Online marketing is advertising and marketing the products or services of a business over
Internet. Online marketing relies upon websites or emails to reach to the users and it is combined
with e-commerce to facilitate the business transactions. In online marketing, you can promote the
products and services via websites, blogs, email, social media, forums, and mobile Apps. Online
marketing strategy is critical for organization operating in markets with high internet penetration.
Online shops introduced the physical analogy of goods and services at a regular “bricks and
morter” shopping centres or retail Centre and many types of online shopping. Business-to-
consumer (B2C) online shopping and business-to-business (B2B) online shopping. Online stores
in business to buy from other business. Online stores enable the customer to check the firm’s
product and services to view the images or photos of the products and informing the product
information’s and specifications, price etc… Online marketing strategy is a critical for
organization operated with very high internet penetration. Online marketing strategies are
 Social media marketing
 Email marketing
 Content marketing
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 Social media marketing
Social media marketing is the utilization of social media stages and sites to advance an item or
administration. Despite the fact that the terms e-marketing and computerized marketing are as yet
prevailing in the scholarly community, social media marketing is winding up more prevalent for
the two specialists and scientists. Most social media stages have worked in information
examination apparatuses, which empower organizations to track the advance, achievement, and
engagement of advertisement crusades. Organizations address a scope of partners through social
media marketing, including present and potential clients, present and potential representatives,
columnists, bloggers, and the overall population. On a vital level, social media marketing
incorporates the administration of a marketing effort, administration, setting the degree.
 Email marketing
Email marketing is the act of sending of sending a business message, commonly to a gathering of
individuals, utilizing email. In its broadest sense, each email sent to a potential or current client
could be considered email marketing. It more often than not includes utilizing email to send
commercials, ask for business, or request deals or gifts, and is intended to construct steadfastness,
trust, or brand mindfulness. Marketing emails can be sent to a bought lead list or a present client
database. The term as a rule alludes to sending email messages with the motivation behind
improving a shipper's association with present or past clients, empowering client dependability
and rehash business, getting new clients or persuading current clients to buy something instantly,
and sharing outsider promotions.
 Content marketing
Content marketing implies pulling in and changing prospects into clients by making and sharing
important free content. The motivation behind content marketing is to help the organization to
make feasible brand steadfastness and give significant data to buyers, and in addition make
eagerness to buy items from the organization later on. This generally new type of marketing
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normally does not include coordinate deals. Rather, it fabricates trust and affinity with the
gathering of people. Digital content marketing is a management process that uses digital products
through different electronic channels to identify, forecast and satisfy the content requirements of
a particular audience. It must be consistently updated and added to in order to influence the
behaviour of customers.
One of the challenges in online marketing is that based on communication using technologies
where hardly a week goes by without a search engine, ranking logarithm update or a social
network update, keeping track of the technical changes alone becomes a major task and then there
is need to work out how there changes affect an individual organization and ultimately its business
model. The internet has given a new definition to business and has hitting high shares to increase
sales.
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1.2 Statement of the problem
Online marketing is playing a vital role today. Marketing strategies are very important for creating
awareness about the products. This is the one tool where customers can easily get to know about
the product features, varieties, price, and other contents which are very essential for the customers
for making buying decision. On the other hand the company will also be benefited as these
strategies helps in increasing sales of products. Hence this study id undertaken to know how
effective the marketing strategies are helpful in increasing the sales of products with respect to
Myntra.
1.3 Objectives of the study
 To know the online marketing strategies of the Myntra

 To analyze the promotional strategies of Myntra
 To find the level of satisfaction to the customers of Myntra
 To study the effectiveness of online marketing strategies in increasing the
sale of products of Myntra
1.4 Scope of study
This study is done with reference to the Myntra, Manjeri. Which helps to understand about
implementation of online marketing strategies for increasing sales of consumable products in
Myntra
1.5 Need of the study
Online marketing is important, because it aligns with the way consumer market purchasing
decisions. Studies by analyse such as gather indicate that increasing number of consumers use
social media and research on mobile internet to carry out preliminary products and price research
before making final decisions. Online marketing enables to build relation with consumers and
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prospects through regular, low cost personalized communication. Hence this study is intended to
know the online marketing strategies used by Myntra to increase the sales.
1.6 HYPOTHESIS TESTING
HO: There is no significant difference between the male and female in respect of
satisfaction level of 6 features of Myntra
1.7 RESEARCH METHODOLOGY
The research methodology used in this study is mainly designed as an empirical work based on
both secondary data and primary data, obtained through pre-tested questionnaire, internet
browsing, direct personal interviews of selected persons involved in this sector as well as.
1.8. SOURCE OF DATA
1.8.1 SOURCE OF PRIMARY DATA
The study makes use of primary data. The primary data collected through the questionnaire from
the 50 customers of Myntra.
1.8.2 SOURCE OF SECONDARY DATA

The Main sources of secondary data are websites, books, magazines etc.
1.9 SAMPLE SIZE
The study is conducted on the basis of 50 selected sample and findings are drawn based on their
response.
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1.10 Sampling technique
Simple random sampling technique has been chosen for selecting the sample for this study.
1.11 TOOLS AND TECHNIQUES
1.11.1 TOOLS FOR DATA COLLECTION

The required data for the study has been collected through questionnaire
1.11.2 TOOLS USED FOR DATA REPRESENTATION

Tables, graphs and charts used to present data.
1.11.3 TOOLS USED FOR DATA ANALYSIS

Percentage analysis, average analysis, weighted average analysis and chi square analysis used for
data analysis.
1.12 LIMITATIONS
Following are the main limitation of the study
 Sample size is very low

 Opinion is based on a particular area
 Respondent’s bias might have influenced
 Same customers refused to co-operate
 Customer’s response are deemed and believed to true to their knowledge
 Average response by respondents
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1.13 CHAPTER PLAN
The study contains five chapters .The first chapter deals introduction, research methodology
such has statement of problem, objectives, scope and methodology and limitations. The second
chapter explains the review of literature.
The third chapter explains the organization profile and industrial profile of Myntra. The fourth
chapter contains the analysis and interpretation of data collected from sample units. The fifth
chapter includes findings, suggestion and conclusion.
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CHAPTER-2
REVIEW OF LITERATURE
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J Suresh Reddy has published article in Indian Journal of Marketing. Title of article is “Impact
of E-commerce on marketing”. Marketing is one of the business function most dramatically
affected by emerging information 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 on-going
information, service and support. It also creates positive interaction with customers that can serve
as the foundation for long term
Vikas Bondar 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. Also if we would like to make our own Web page we can do this,
without paying a lot of money. From where do we set all this information? The answer is from
advertising, which we see, everywhere: on TV, on the Internet, in the newspapers and more. Year
after year we get more and more new, interesting information and in the future the Internet use
will increase more than now.
Victor Van Valenhas published article “Is Your Marketing Smart?” Today advertisers not only
need to cater to and directly pinpoint a precise targeted audience, but they need to customize their
advertisements as well. In print mediums, you have an idea of who will see your ad. For example,
you know Femina magazine would be great to target women so you can promote your new beauty
product in this magazine. But when it comes to online venues, how can you target the right
audience when millions are browsing? Solution to this problem is Yahoo! SmartAds product, an
innovative new advertising platform that allows marketers to deliver tailored ads to highly targeted
audiences. SmartAds combines Yahoo!'s consumer insights and media capabilities with new ad
serving technology. It automatically converts campaign creative and targeted offerings into
highly-customized, relevant ad displays.
Dr.Rajesh Mahajan and Prof. Sunil Kumar have published their research paper entitled”
Organisational Participation in Web Based E-markets” in Indian Journal of Marketing. The
present research work on “Organisational Participation in Web Based Emarkets” is an attempt to
know the level and nature of participation by the industrial units located in Punjab, primarily
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dealing in Hand Tools and Sports goods. Web penetration is surprisingly helping this organization
to exploit the markets globally.
Measurements /Finding:
 The use of Internet penetration is growing rapidly because of the cost factor. The cost of
accessing Internet is about Rs.1400 per month, which is quite low as compared to the
incomparable benefits of the Internet.
 Web advertising is quite popular in the industrial units of Punjab. Further the big
organization is tremendous by exploiting the e-markets by launching attractive websites.
The use of web advertising is influenced by the size of the organization.
Kingsnorth, S. (2017) Digital Marketing Strategy, shared that digital marketing and business
strategy are concepts that should be integrated and grow together. Further research into specific
digital marketing strategies, would be a valuable contribution to the field of digital marketing and
current body of work. In-depth, qualitative and quantitative analysis would provide supporting
evidence of the effectiveness or ineffectiveness of specific strategies. Further comparative studies
between traditional marketing and digital marketing would give researchers and companies a
better understanding of differences between the two approaches. Digital marketing is an
innovative, influential contribution to the field of marketing.
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CHAPTER-3
ORGANIZATION PROFILE
&
INDUSRTY PROFILE
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3.1 ORGANIZATION PROFILE OF MYNTRA
Myntra is an Indian fashion E-commerce market place company headquarter in Bangalore,

Karnataka, India. Established by Mukesh Bansal along with Ashutosh Lawania and Vineet Saxena
in February 2007.Indian Institute Of Technology graduates with a focus on personalization of gift
items, and soon expanded to set up regional offices in New Delhi, Mumbai and Chennai. By 2010,
Myntra shifted its focus to the online retailing of branded apparel.
In May 2014,Myntra merged with 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
Vision:
“To become Amazon of India”
Mission
“Providing a delightful customer experience”
Products
In Myntra many types brands available Nike, Reebok, Puma, Adidas,

Decathlon, FIFA, John Miller Asics, Lee, Lotto, Indigo Nation etc.
 Men, (clothing, footwear, accessories, watches, shoes etc...)

 Women, (clothing, footwear, accessories, watches, shoes etc...)
 Kids, (clothing, footwear, accessories, watches, shoes etc...)
 Home &Living, (bed linen & furnishing, curtains, lamps and lighting, kitchen etc...)
 Personal Care (fragrances, make up, grooming, skin & hair items etc...)
Achievements and awards
 Awarded 'Fashion E- retailer of the Year 2013' by Franchise India – Indian E-Retail Awards
 Awarded 'Best E-commerce Website for 2012' by IAMAI – India Digital Awards
 Awarded 'Images Most Admired Retailer of the Year: Non–Store Retail' for 2012 by Images Group
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 Awarded 'Best E-commerce Partner of the year 2011-12' by Puma India
Competitors
 Flipkart
 Amazon
 Snapdeal
 Jabong
 E-bay
SWOT analysis
Strengths
-monetary assistance provided
-reduced labour costs
-existing distribution and sales networks
-domestic market
-high profitability and revenue
Weaknesses
-future market size
-small business units
Opportunities
-income level is at a constant increase
-growing economy
-new products and services
Threats
-price changes
-financial capacity
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3.2 Industry profile
Online shopping is a type of electronic trade which enable the purchasers to specifically purchase
administrations or merchandise from a vender over the Internet utilizing a web programs.
Customers shows a result by going to the retailers looking among elective sellers utilizing the
shopping indexes. And similar items valuating at various e commerce retailers. In 2016, clients
can shop the online utilizing a scope of various computers s and gadgets, including desktop
computers s, portable computers, tablet computers and cell phones.
History
The online shopping channel is started in 1994, with the principal offering of collection ‘Ten
Summons’s Tales’ And chocolates and wines and blossoms took after and among the spear
heading the retailer classifications powered the developing online shops. Many types of items did
well as they are small items which customers didn’t have the touch and feel keeping in mind the
end goal to purchase. Yet in addition critically in the good 'old days there were couple of customers
online and they were from a thin fragment.
Growth
As the incomes from online deals kept on developing essentially scientists recognized distinctive
sorts of online customers, Swaminathan and Rohm distinguished 4 classifications and named them
"comfort customers, assortment searchers, adjusted purchasers, and store-situated customers".
They concentrated on shopping inspirations and found that the assortment of items accessible and
the apparent comfort of the purchasing online experience were critical spurring factors. This was
distinctive for the disconnected customers, and who were more spurred by recreational and
efficient intentions.
Online shops mostly use credit card in order to make payment. Different methods in payments.
Such as cash on delivery, card on delivery, debit card, etc. Mostly customers used cash or card on
delivery and debit or credit cards.
The first W.W.W (World Wide Web) server and browser, in 1990 created by Tim Berners-Lee
and, 1991 it opened for commercial use. After the subsequent technological and innovations
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emerged in 1994.and Pizza Hut started online pizza shop, Netscape’s SSLV2 encrypted standard
for secured transfer of data, and it is the first intershops online shopping system. In 1994 first
secure retail transactions over the web is Internet shopping Network. After in 1995 Amazon
launched its online shopping site and eBay was also started in 1995. And many other online
shopping sites opened .Retailers have increased sales and services prior to availing through for
building testing and managing demands.
Major players
 FLIPKART
 MYNTRA
 JABONG
 AMAZON
 SNAPDEAL
 ETC…
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CHAPTER-4
ANALYSIS OF DATA
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GENDER CLASSIFICATION
Table 4.1
GENDER NO.OF PERCENTAGE

RESPONDENT
MALE 35 70%
FEMALE 15 3O%
TOTAL 50 100%
(Source; Primary Data)
Chart 4.1
GENDER CLASSIFICATION
30%
70%
MALE FEMALE
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INTERPRETAITON;
The table shows that 35 respondents are male and remaining 15 respondents are female.
AGE CLASSIFICATION
Table 4.2
AGE NO.OF PERCENTAGE

RESPONDENT
BELOW 20 12 24%
20-25 15 30%
25-30 10 20%
30-35 8 16%
ABOW 35 5 10%
TOTAL 50 100%
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Chart 4.2
AGE CLASSIFICATION
35
30
30
25
24
20
20
15
16
10
10
5
0
BELOW 20 20-25 25-30 30-35 ABOVE 35
AGE
INTERPRETATION;
The table shows that 12 respondents are below 20 age, 15 respondents are 20-25 age, 10
respondents are 25-30 age, 8 respondents are 30-35 age and 5 respondents are above35 age.
OCCUPATION CLASSIFICATION
Table 4.3
OCCUPATION NO. OF RESPONDENT PERCENTAGE
STUDENT 23 46%
SERVICE 12 24%
SELF EMPLOYED 15 30%
TOTAL 50 100%
(Source; Primary data)
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Chart 4.3
OCCUPATION CLASSIFICATION
SELF
EMPLOYED
STUDENT
30%
46%
SERVICE
24%
STUDENT SERVICE SELF EMPLOYED
INTERPRETATION;
The table shows the 23 respondents are student, 12 respondents are worked in service and 15
respondents are self-employed.
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CLASSIFICATION ON THE BASIS OF EDUCATION QUALIFICATION
Table 4.4
EDUCATION NO. OF RESPONDENT PERCENTAGE

QUALIFICATION
SSLC 4 8%
PLUS TWO 15 30%
GRADUATE 20 40%
POST GRADUATE 6 12%
OTHER 5 10%
TOTAL 50 100%
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Chart 4.4
EDUCATION QUALIFICATION CLASSIFICATION

40
40
35
30
30
25
20
15 12
10
8
10
0
SSLC PLUS TWO GRADUATE POST OTHER
GRADUATE
PERCENTAGE
INTERPRETAION;
The table shows that respondents education qualification. 4 respondents are SSLC, 15 respondents
are plus two, 20 respondents are graduate, 6 respondents are post graduate, and remaining 5
respondents are other.
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CLASSIFICATION ON THE BASIS OF RESPONDENTS BUY THE

PRODUCTS FROM MYNTRA
Table 4.5
Table shows the no. of respondents buy the products from Myntra
NO.OF
PARTICULARS RESPONDENT PERCENTAGE
YES 50 100%
NO 0 0
TOTAL 50 100%
(Source; Primary data)
Chart 4.5
The graph shows that no. of respondents buy the products from Myntra
NO. OF RESPONDENTS
YES
NO
100%
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INTERPRETATION;
The table shows that 50 respondents are buying products through Myntra (only select the Myntra
customers)
The pie chart shows that the all respondents are buy the products through Myntra because the
availability of products, discounts, price, attractive offers etc. (Only select the Myntra customers)
PATTERN OF SHOPPING IN MYNTRA
Table 4.6
Table shows that no. of respondents often buy the product through online
FREQUENCY NO. OF RESPONDENTS PERCENTAGE
REGULARLY 4 8%
OFTEN 7 14%
OCCASIONALLY 19 38%
SOMETIMES 12 24%
RARELY 8 16%
TOTAL 50 100%
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CLASSIFICATION ON THE BASIS OF OTHER WEBSITES USING

APART FROM MYNTRA
Table 4.7
The table shows that respondents using other websites apart from Myntra
WEBSITES NO.OF RESPONDENTS PERCENTAGE
FLIPKART 15 30%
AMAZON 16 32%
SNAPDEAL 11 22%
JABONG 3 6%
OTHER 5 10%
TOTAL 50 100%
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Chart 4.7
The graph showing the no. of respondent using other websites apart from Myntra
OTHER WEBSITES USING APART FROM MYNTRA

18
16
14
12
10
8 16
15
6
11
4
2 5
3
0
FLIPKART AMAZON SNAPDEAL JABONG OTHERS
INTERPRETATION;
The table shows that no. of respondents in 30% respondents are preferring Flipkart, and 32%
respondents are preferring Amazon and 22% respondents are preferring Snapdeal and 6% of
respondents are preferring Jabong and remaining 10% respondents are preferring other online
shops.
The table shows that majority of respondents are preferring Amazon and Flipkart. This might be
because of the quality services provided by Amazon in terms of in time delivery; price, product
quality, effective promotion etc. and minority of the respondents prefer the other online shops.
Today most of the customers are buying products through online only so to retain and attract the
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Sullamussalam science college, Areekode
customers the online shopping stores need to promote using latest strategies in an effective and
attractive manner so that customers will prefer most.
PRODUCT PURCHASED THROUGH MYNTRA
Table 4.8
The table shows that categories of products that the consumer buys in Myntra
PARTICULARS TOTAL RANK
CLOTHING 213 1
HAND BAGS 189 3
COSMETICS 109 4
FOOTWEAR 203 2
OTHER 107 5
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Chart 4.8
The graph showing the no. of respondents purchased the types of products through Myntra
PRODUCT PURCHASED FROM MYNTRA
107
213
CLOTH
HAND BAGS
203 COSMETICS
FOOTWEAR
OTHER
189
109
INTERPRETATION:
The table shows that the clothing is the most preferred product respondents buys in Myntra because
the variety of cloths, brand and quality etc. And minority of respondents buys other types of
products.
The graph shows that the majority of the respondents buy cloths in Myntra. This is due to the
varieties of cloths and attractive offers and discounts etc... And minority of respondents buys other
types of products.
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MOTIVATION FACTORS TO BUY IN MYNTRA
Table 4.9
The table shows that factors motivates to buy in Myntra
Factors 5 4 3 2 1
Delivery time 13 24 6 3 4
Price 9 12 20 5 4
Quality 43 6 1 0 0
Availability 3 6 9 21 11
Brand 22 20 8 0 0
Size 1 5 7 16 21
Payment mechanism 11 24 13 2 0
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ANALYSIS OF MOTIVATION FACTORS TO BUY IN MYNTRA
Table 4.10
Factors 5 4 3 2 1 TOTAL PERCENTAGE
Delivery time 65 96 18 6 4 189 75%
Price 45 48 60 10 4 167 66%
Quality 215 24 3 0 0 242 96%
Availability 15 24 27 42 11 119 47%
Brand 110 80 24 0 0 214 85%
Size 5 20 21 32 21 99 39%
Payment mechanism 55 96 39 4 0 194 77%
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Chart 4.9
The graph showing the no. of factors motivates to buy product through Myntra
MOTIVATION FACTORS YOU TO BUY IN MYNTRA
96%
100% 85%
75% 77%
80% 66%
60% 47%
39%
40%
20%
0%
INTERPRETATION:
The table shows that75% respondents express that delivery time factor motivates them and 66%
respondents are using price factor and96% respondents are using quality factor and 47%
respondents are using availability factor and 85% respondents are using brand factors and 39% of
respondents are using size factor and 77% respondents are using payment mechanism factor.
The respondents express that quality is the factor that motivates them to buy products through
online. Quality is one of the major factors that the customers consider most while buying products
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compared to the other factors. And minority of respondent’s size factor motivates to buy product
through online.
NO. OF RESPONDENTS SEES BEFORE MAKING A SELECTION OF

PRODUCT IN MYNTRA
Table 4.11
The table shows that the no. of respondents sees before making a selection of products in Myntra
FACTORS TOTAL RANK
ADVERTISEMENT 158 3
PRICE 195 1
DISCOUNTS 149 4
BRAND 174 2
RATING 136 5
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Chart 4.10
The graph showing the no. of respondents sees before making a selection of products
in Myntra
NO. OF RESPONDENTS
250
195
200 174
158 149
150 136
100
50
INTERPRETATION:
The table shows that the no. of respondents sees before making a selection of products in Myntra.
10% respondents are selection of products by rating and 40% respondents are selection of products
by price and 30% respondents are selection of products by brand and remaining 20% respondents
are selection of products by advertisement.
The graph shows that majority of respondents make selection of products by considering the price
factor because of attractive offers and discounts and minority are considering rating of products
while selecting products of Myntra.
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RESPONDENTS THINK THE MARKETING STRATEGIES HELP

COMPANY TO INCREASE THE SALES
Table 4.12
The table shows the no. of respondents think the marketing strategies helps company to increase
the sales
PARTICULARS NO. OF RESPONDENTS PERCENTAGE
YES 35 70%
NO 15 30%
TOTAL 50 100%
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Chart 4.11
The graph shows the no. of respondents think the marketing strategies helps company to increase
the sales
NO. OF RESPONDENTS
30% YES
70% NO
INTERPRETATION:
The table shows the no. of respondents 70% think the marketing strategies helps company to
increase the sales and 30% think the marketing strategies not helps company to increase the sales.
The shows that majority of respondents are think the strategies helps company to increase the sales
and minority of respondents think marketing strategies not helps company to increase the sales.
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PROMOTIONAL STRATEGIES OF MYNTRA
Table 4.13
The table shows that respondents rate the promotional strategies of Myntra
PROMOTIONAL 5 4 3 2 1
STRATEGIES
Coupon bought 3 5 8 30 4
Festival offer 2 1 0 16 31
End of reason sale 5 14 22 7 2
Delivery charge 28 14 6 2 0
Discounts & deals 16 22 12 0 0
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ANALYSIS OF PROMOTIONAL STRATEGIES OF MYNTRA
Table 4.14
PROMOTIONAL 5 4 3 2 1 TOTAL PERCENTAGE

STRATEGIES
Coupon bought 15 20 24 60 314 123 49%
Festival offer 10 4 0 32 2 77 30%
End of reason sale 25 56 66 14 0 163 65%
Delivery charge 140 56 18 4 0 218 87%
Discounts & deals 80 88 36 0 0 204 81%
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Chart 4.12
The graph shows the promotional strategies of Myntra
PROMOTIONAL STRATEGIES
100%
90%
87%
81%
80%
70% 65%
60%
49%
50%
40%
30%
30%
20%
10%
0%
Coupon bought Festival offer End of reason Delivery charge Discounts &
sale deals
Promotional strategies
INTERPRETATION:
The above table shows 87% of respondents have rates delivery charge and 81%, 65% respondents
had rates the discounts & deals, end of reason sale respectively. Whereas 49%, 30% of respondents
rates only have coupon bought and festival offer.
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RESPONDENTS RATES THE PROMOTIONS OF MYNTRA
Table 4.15
The table shows that no. of respondents rates the promotion of Myntra in comparison to others
PARTICULARS NO.OF RESPONDENTS PERCENTAGE
POOR 4 8%
AVERAGE 13 26%
GOOD 20 40%
VERY GOOD 7 14%
EXCELLENT 6 12%
TOTAL 50 100%
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Chart 4.13
The graph the no. of respondents rates the promotion of Myntra in comparison to others
NO. OF RESPONDENTS
45%
40%
40%
35%
30%
26%
25%
20%
15% 14%
12%
10% 8%
5%
0%
POOR AVERAGE GOOD VERY GOOD EXCELLENT
PERCENTAGE
INTERPRETATION:
The table shows that the 8% respondents are poor rating about Myntra and 26% respondents are
average rating about Myntra and 40% respondents are good rating about Myntra and 14%
respondents are very good rating about Myntra and remaining 12%respondents are excellent rating
about Myntra.
The graph shows that the majority of respondents are good rating about the Myntra because of
good quality of products and attractive offers and discounts etc...And minority of respondents is
poor rating about Myntra.
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RESPONDENTS HAVE GOT ANY SPECIAL OFFER FROM MYNTRA
Table 4.16
The table shows the no. of respondents have got any special offer from myntra
PARTICULARS NO. OF RESPONDENTS PERCENTAGE
YES 40 80%
NO 10 20%
TOTAL 50 100%
Chart 4.14
The graph shows the no. of respondents have got any special offer from Myntra
RESPONDENTS HAVE GOT ANY SPECIAL OFFER FROM

MYNTRA
YES
20%
NO
80%
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INTERPRETATION:
The table shows that 80% no. of respondent have got any special offer from Myntra and 20%
have not got any special offer from Myntra.
The graph in majority of respondents is got any special offers from Myntra. Because more
purchasing have provides any special offers. And minority of respondents have not got any offers.
RESPONDENTS ARE SATISFIED WITH THE PRODUCT

INFORMATION OF MYNTRA
Table 4.17
The table shows that no. of respondents are satisfied with the product information of Myntra
VERY MUCH SATISFIED 5 10%
SATISFIED 10 20%
NEUTRAL 25 50%
DISSATISFIED 6 12%
HIGHLY DISSATISFIED 4 8%
TOTAL 50 100%
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ANALYSIS OF RESPONDENTS ARE SATISFIED WITH THE PRODUCT

Table 4.18
VERY SATISF NEUTR DISSAT HIGHLY TOTAL WEIGHTED

MUCH IED (4) AL (3) ISFIED DISSATISFIE AVERAGE
SATISFIED (2) D (1)
(5)
25 40 75 12 4 156 0.62
Chart 4.15
The graph shows that no. of respondents are satisfied with the product information of myntra
RESPONDENTS ARE SATISFIED WITH THE PRODUCT

60%
50%
50%
40%
30%
20%
20%
12%
10%
10% 8%
0%
VERY MUCH SATISFIED NEUTRAL DISSATISFIED HIGHLY
SATISFIED DISSATISFIED
PERCENTAGE
Page | 45
INTERPRETATION:
The graph shows that the 10% of respondents are very much satisfied with the product
information of Myntra and 20% of respondents are satisfied with the product information of
Myntra and 50% of respondents are very neutral with the product information of Myntra and 12
%of respondents dissatisfied with the product information of Myntra and 8% of respondents are
highly dissatisfied with the product information of Myntra.
PROBLEMS FACED BY THE CUSTOMERS OF MYNTRA
Table 4.19
The table shows the problems faced by the customers of Myntra
PROBLEMS NO.OF RESPONDENTS PERCENTAGE
QUALITY 8 16%
RETURN POLICY 13 26%
HIDDEN CHARGES 6 12%
SECURITY 11 22%
DELIVERY PROBLEMS 12 24%
TOATAL 50 100%
Page | 46
Chart 4.16
PROBLEMS
30%
26%
25% 24%
22%
20%
16%
15%
12%
10%
5%
0%
QUALITY RETURN HIDDEN SECURITY DELIVERY
POLICY CHARGES PROBLEMS
PERCENTAGE
INTERPRETATION;
The table shows the problems faced by the Myntra customers. 26% are return policy problems,
24% are delivery problems, 22% are security problems, 16% are quality problems and 12% are
hidden charges while conducting online purchase through Myntra.
This is done to know the problems faced by the customers of Myntra. From this we can identify
that the return policy gets 1st rank. Delivery problems, security, quality and hidden charges got
the 2nd, 3rd, 4th and 5th rank respectively.
Page | 47
RESPONDENTS SATISFIED THE FOLLOWING FEATURES OF

MYNTRA
Table 4.20
Table shows the no. of respondent satisfied the following features of Myntra
FEATURES VERY MUCH SATISFIED NEUTRAL DISSATISFIED HIGHLY

SATISFIED DISSATISFIED
DISCOUNTS 12 15 18 2 3
CUSTOMER 8 12 23 5 2
SERVICE
DELIVERY 10 30 8 2 0
TIME
CASH ON 6 16 19 8 1
DELIVERY
EXCHANGE 13 11 9 12 5
PACKAGING 7 19 11 9 4
Page | 48
ANALYSIS OF RESPONDENTS SATISFIED THE FOLLOWING

FEATURES OF MYNTRA
Table 4.21
Analysis of respondents satisfied the following features of Myntra
FEATURES VERY SATISFI NEUTR DISSAT HIGHLY TOTAL WEIGHT RANK

MUCH ED(4) AL(3) ISFIED( DISSATIS ED
SATISFI 2) FIED (1) AVERAG
ED (5) E
DISCOUNTS 60 60 54 4 3 181 0.72 2
CUSTOMER 40 48 69 10 2 169 0.67 3

SERVICE
DELIVERY 50 120 24 4 0 198 0.79 1

TIME
CASH ON 30 64 57 16 1 168 0.67 4

DELIVERY
EXCHANGE 65 44 27 24 5 165 0.66 6
PACKAGING 35 76 33 18 4 166 0.66 5
Page | 49
Chart 4.17
RESPONDENTS ARE SATISFIED THE FOLLOWING

FEATURES OF MYNTRA
PACKAGING
166
EXCHANGE
165
CASH ON DELIVERY
168
DELIVERY TIME
198
CUSTOMER SERVICE
169
DISCOUNTS
181
140 150 160 170 180 190 200 210
INTERPRETAION;
The graph shows that the satisfaction level of customers in the features of Myntra. Delivery
time got 1st rank, discount got 2nd rank, customer service got 3rd rank, cash on delivery got 4th
rank, packaging got 5th rank and exchange got 6th rank.
Page | 50
RESPONDENTS LIKE TO RECOMMEND OTHERS TO BUY PRODUCTS OF

MYNTRA
Table 4.22
The table showing the no. of respondents like to recommend others to buy products of
Myntra
YES 35 70%
NO 15 30%
TOTAL 50 100%
Page | 51
Chart 4.18
The graph showing the no. of respondents like to recommend others to buy products of Myntra
NO. OF RESPONDENTS
30%
YES
70%
NO
INTERPRETATION:
The table shows that the 70% of respondents like to recommend others to buy products of Myntra
and 30% respondents are not like to recommend others to buy products of Myntra.
Page | 52
The graph shows that the majority of respondents are respondents like to recommend others to buy
products of Myntra because of good quality of products and attractive offers and discounts and
good return policy etc...And minority of respondents are not like to recommend others to buy
products of Myntra.
Page | 53
HYPOTHESIS TESTING
 MALE AND FEMALE FACTORS EFFECTING SATISFACTION LEVEL
1. Whether there is significant difference between gender with respect of satisfaction level
Satisfied Dissatisfied Total
Male 24 11 35
Female 10 5 15
Total 34 16 50
HO: There is no significant difference between the male and female in respect of
satisfaction level of 6 features of Myntra
H1: There is significant difference between the male and female in respect of satisfaction
level of 6 features of Myntra
Page | 54
O E O-E (O-E)2 (O-E)2/E
24 23.8 0.2 0.04 0.016807
11 11.2 -0.2 0.04 0.035714
10 10.2 -0.2 0.04 0.039216
5 4.8 0.2 0.04 0.083333
Total 0.17507
(Source; primary data)
Chi square = ∑ (O-E) 2 / E =0.17507
DF = (r-1) (c-1) = (4-1) (5-1) = 12
Level of significance =.05
Table value =21.02
INTERPRETATION;
The calculated value of chi-square test is less than table value. Hence the hypothesis
drawn is sustained and accepted. It is established that, there is no significant difference between
the male and female in respect of satisfaction level of customers.
Page | 55
CHAPTER-5
FINDINGS, SUGGESTIONS
&
CONCLUSION
Page | 56
5.1 SUMMARY
The project entitled “A study on implementation of online marketing strategies for increasing sale
of consumables product in Myntra, Manjeri”. The main objective of the study was to analyze the
promotional strategies of Myntra.
This project was successfully completed through five chapters. The first chapter of the project
contains introduction. It includes objective, scope, sampling technique source of data and
limitations of the study.
The second chapter includes review of literature. The third chapter of project is company profile
and industrial profile. It includes the achievements, awards, history and growth of Myntra. The
study is conducted through direct personal interview of 50 individuals of various social groups
with the help of well-structured questionnaire. Respondent of selected samples are duly tabulated,
analyzed and interpreted by using various statistical tools are included in the fourth chapter.
The researcher while conducting the study comes across many findings, suggestions and
conclusions. All these includes in fifth chapter.
Page | 57
5.2 FINDINGS
The following are the findings that appeared while analysing the study
 87% of respondents have rates the delivery charge is the high promotional strategies
of Myntra
 Most of the respondents (96%) have rates the quality is the high factor for motivates
them to buy products through Myntra. Whereas size and availability are least factor
 70% of respondents are affect the promotion strategy of buying decision in Myntra
 69.8% of respondents are satisfied the some features of Myntra
 Majority of the respondents are buying the product through online in occasionally
(32%)
 32% of respondents are prefer Amazon and 30% of respondents are prefer Flipkart
for online shopping
 42% of respondents purchase clothing and near 32% of respondents purchase
footwear in Myntra
 Most of the respondents ranked 1st for price and next is brand factor are considering
for the selection of product
 40% of respondents are good rating about the Myntra
 80% of respondents are got any special offers from Myntra
 50% of respondents are neutral with the product information of Myntra
 Among the respondent 26% of respondents felt problem in return policy and 24%
of respondents felt problem in delivery while conducting online purchase in Myntra
 70% of respondents are respondents like to recommend others to buy products of
Myntra
 There are no significant difference between the male and female in respect of
satisfaction level of customers
Page | 58
5.3 SUGGESTIONS
The following are the suggestions that appeared while analysing the study
 Since few of the customers are buying products through offline, awareness need to be
created for increasing online payment mode
 Usage of products by the customers is required to be more as few of the customers are
buying yearly also
 Promotional strategies need to be improved so as to motivate the customers to make buying
decision
 The company has to make ease for searching products what they are looking for
 Special offer need to be provided for attracting the customers
 Complete information about the product need to be advertised for better understanding of
the product
 Lucky draw, coupons, etc. are required to promote the customers and also to increase the
sales
 The company has to give inform all customers for the new products launching time
 Ensure quick delivery
 Lack of out of stock should consider
Page | 59
5.4 CONCLUSION
Today online marketing strategies are very important for the customers to get to know about the
products and also for the company to increase their sales which in turn helps to achieve their goals
like profitability and survival. Marketing strategies are means for achieving the organizational
goals. Social media marketing, e-mail marketing, content marketing etc. are some of the online
marketing strategies that helps consumers in selecting the right products at the right time and at
the right cost where customers can get a clear understanding of the products. Customer satisfaction
is one of the major and significant factors that has to be met with the help of various marketing
tools and techniques. Here an attempt is made to understand the implementation of online
marketing strategies by Myntra in increasing the sale of products. It can be concluded that, Myntra
has adopted various strategies so as to help customers and also to increase the sale of products in
the highly competitive market.
Page | 60
APPENDIX
Page | 61
QUESTIONNAIRE
Dear Respondent,
We are students from MEASS College, Areekode currently pursuing for M.COM course as a part
of curriculum. We are required to do a project work. We will be pleased if you kindly spare few
minutes for filling up the questionnaire. Whatever Information provided by you will be kept
confidential used only for the purpose of our study.
1. Name :
2. Gender :Male Female
3. Age :Below 20 20-25 25-30
30-35 Above 35
4. Occupation : Student Service
Self employed
5. Education qualification: SSLC Plus two Graduate
Post graduate other
6. Do you purchase from Myntra?
Yes No
Page | 62
7. How often do you purchase online?
Regularly Often occasionally sometimes rarely
8. Which of the other websites, you are using apart from Myntra?
Flipkart Snapdeal Amazon Jabong
Other
9. Which of the product have you purchase in Myntra? (Rank 1-5)
Cloth
Hand bags
Cosmetics
Footwear
Other
10. Rate the following factors that motivates you to buy in Myntra?
Factors 5 4 3 2 1
Delivery Time
Price
Quality
Availability
Brand
Size
Payment Mechanism
Page | 63
11. Rank the following factors influence you before making a selection of product in Myntra?
Factors Rank
Rating
Brand
Discounts
Advertisement
Price
12. Do you think marketing strategies help company to increase sales?
Yes No
13. Rate the following promotional strategies of Myntra?

Promotional strategies 5 4 3 2 1
Coupon bought
Festival offer
End of reason sale
Delivery charge
Discounts & deals
14. Please rate the promotions of Myntra in comparison to others?
Poor Average Good Very Good
Excellent
15. Have you hope a special offer from Myntra?
Yes No
16. Are you satisfied with product information displayed in Myntra?
Very much satisfied Satisfied Neutral Dissatisfied
Highly dissatisfied
Page | 64
17. What are the inconvenience and discomforty you have in Myntra?
Quality Return policy Hidden charges
Security Delivery problem
18. Are you satisfied the following features of Myntra?

Features Very Satisfied Neutral Dissatisfied Highly
much dissatisfied
satisfied
Discounts
Customer service
Delivery Time
Cash on delivery
Exchange
Packaging
19. Would you recommend others to buy products of Myntra?
Yes No
Page | 65
BIBLIOGRAPHY
Page | 66
Journals
 Hatem EI-GOHARY “ International journal of online marketing”
Books
 L.R POTTY “ Quantitative Techniques”
 KOTHARI CR “ Research methodology-methods and techniques , new age international
publishers, New Delhi
Page | 67

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Implementation of online marketing strategies for increasing sale of consumables product in Myntra

 Social media marketing

 Social media marketing

1.2 Statement of the problem

1.3 Objectives of the study

 To know the online marketing strategies of the Myntra

1.4 Scope of study

1.5 Need of the study

1.6 HYPOTHESIS TESTING

1.7 RESEARCH METHODOLOGY

1.8. SOURCE OF DATA

1.8.1 SOURCE OF PRIMARY DATA

1.8.2 SOURCE OF SECONDARY DATA

1.9 SAMPLE SIZE

1.10 Sampling technique

1.11 TOOLS AND TECHNIQUES

1.11.1 TOOLS FOR DATA COLLECTION

1.11.2 TOOLS USED FOR DATA REPRESENTATION

1.11.3 TOOLS USED FOR DATA ANALYSIS

Following are the main limitation of the study

 Sample size is very low

1.13 CHAPTER PLAN

3.1 ORGANIZATION PROFILE OF MYNTRA

Myntra is an Indian fashion E-commerce market place company headquarter in Bangalore,

“To become Amazon of India”

“Providing a delightful customer experience”

In Myntra many types brands available Nike, Reebok, Puma, Adidas,

 Men, (clothing, footwear, accessories, watches, shoes etc...)

 Awarded 'Best E-commerce Partner of the year 2011-12' by Puma India

3.2 Industry profile

GENDER NO.OF PERCENTAGE

(Source; Primary Data)

AGE NO.OF PERCENTAGE

(Source; Primary Data)

OCCUPATION NO. OF RESPONDENT PERCENTAGE

SELF EMPLOYED 15 30%

(Source; Primary data)

STUDENT SERVICE SELF EMPLOYED

CLASSIFICATION ON THE BASIS OF EDUCATION QUALIFICATION

EDUCATION NO. OF RESPONDENT PERCENTAGE

PLUS TWO 15 30%

POST GRADUATE 6 12%

(Source; Primary Data)

EDUCATION QUALIFICATION CLASSIFICATION

CLASSIFICATION ON THE BASIS OF RESPONDENTS BUY THE

PATTERN OF SHOPPING IN MYNTRA

FREQUENCY NO. OF RESPONDENTS PERCENTAGE

CLASSIFICATION ON THE BASIS OF OTHER WEBSITES USING

WEBSITES NO.OF RESPONDENTS PERCENTAGE

OTHER WEBSITES USING APART FROM MYNTRA

PRODUCT PURCHASED THROUGH MYNTRA

PARTICULARS TOTAL RANK

HAND BAGS 189 3

PRODUCT PURCHASED FROM MYNTRA

MOTIVATION FACTORS TO BUY IN MYNTRA

The table shows that factors motivates to buy in Myntra

(Source; Primary Data)

ANALYSIS OF MOTIVATION FACTORS TO BUY IN MYNTRA

Factors 5 4 3 2 1 TOTAL PERCENTAGE

Delivery time 65 96 18 6 4 189 75%