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    Myntra SMPS

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    Saurabh Maheshwari
    Myntra.com is an Indian e-commerce company that began in 2007 selling personalized gifts but shifted in 2010 to focus on fashion and lifestyle products. It has grown significantly and is now among the top 10 e-commerce companies in India. Myntra sells products from over 200 brands, primarily apparel and footwear. It aims to process and ship orders within 24 hours. While it once had a competitive advantage in personalized products, it now competes on price and maintains its website, technology, and marketing campaigns through social media and partnerships to drive its business-to-customer model.

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    Myntra SMPS

    Uploaded by

    Saurabh Maheshwari
    265 views18 pages
    Myntra.com is an Indian e-commerce company that began in 2007 selling personalized gifts but shifted in 2010 to focus on fashion and lifestyle products. It has grown significantly and is now among the top 10 e-commerce companies in India. Myntra sells products from over 200 brands, primarily apparel and footwear. It aims to process and ship orders within 24 hours. While it once had a competitive advantage in personalized products, it now competes on price and maintains its website, technology, and marketing campaigns through social media and partnerships to drive its business-to-customer model.

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    Myntra.com is an Indian e-commerce company that began in 2007 selling personalized gifts but shifted in 2010 to focus on fashion and lifestyle products. It has grown significantly and is now among the top 10 e-commerce companies in India. Myntra sells products from over 200 brands, primarily apparel and footwear. It aims to process and ship orders within 24 hours. While it once had a competitive advantage in personalized products, it now competes on price and maintains its website, technology, and marketing campaigns through social media and partnerships to drive its business-to-customer model.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    265 views18 pages

    Myntra SMPS

    Uploaded by

    Saurabh Maheshwari
    Myntra.com is an Indian e-commerce company that began in 2007 selling personalized gifts but shifted in 2010 to focus on fashion and lifestyle products. It has grown significantly and is now among the top 10 e-commerce companies in India. Myntra sells products from over 200 brands, primarily apparel and footwear. It aims to process and ship orders within 24 hours. While it once had a competitive advantage in personalized products, it now competes on price and maintains its website, technology, and marketing campaigns through social media and partnerships to drive its business-to-customer model.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 18

    Myntra.

    com
    Saurabh Maheshwari Bhuvan Dave 12SMBA28 12SMBA14

    Contents of presentation
    Beginning of MYNTRA.COM Industry/Service Products Competitors Capabilities Revenue Model Competitive Advantage Conclusion

    Beginning of
    Myntra was established by Mukesh Bansal, Ashutosh Lawania and Vineet Saxena in February 2007. Myntras headquarter is in Bangalore, with regional offices in New Delhi, Mumbai and Chennai.

    It began its operations in the B2B (business to business) segment with the personalization of gifts, which included :T-shirts, mugs and caps

    Beginning of
    In 2010, the company shifted its strategy to becoming a B2C (business to customer) oriented firm, expanding its catalogue to fashion and lifestyle products. Myntra.com is ranked among the top 10 e-commerce companies in India . In the last 3 years, Myntra has become the most popular destination for personalized products in the country.

    Beginning of
    Started: February 2007
    Milestone 1: In October 2007 Myntra received a seed funding from Accel Partners (formerly Erasmic Venture Fund), Sasha Mirchandani from Mumbai Angels and another angel investor. Milestone 2: In 2008 they touched 1000 daily visitors mark. Milestone 3: In 2009 they touched 4000 daily visitors mark and were awarded Pride of India 2009 2010 award for exceptional business growth by IDG Ventures.

    Beginning of
    Milestone 4: In 2010 Myntra was the Red Herring Global 100 winner.

    Milestone 5: By 2012 February Myntra was shipping 10,000 products every day.
    Vision: To become Indias largest online lifestyle products retailer.

    Industry/Service
    Myntra.com is into the e-commerce (online shopping) business. It is an online retailer of fashion and lifestyle products in India.

    Products :From 2007 to December 2010, Myntra.com was in the business of online demand personalization. The products ranged from
    T-shirts, mugs, greeting cards,

    Products (contd.)
    calendars, key chains, diaries, coasters and many such products with photographs.

    Myntra pioneered the personalization of sports jerseys and offered sports jerseys of several cricket and football teams such as Team India, IPL & FIFA . These jerseys could be personalized with a name and number of the customers choice.

    Products (contd.)
    Myntra has tied up with top fashion and lifestyle brands in India, such as Nike, Reebok, Puma, Adidas, Asics, Lee, Lotto, Decathlon, FIFA, John Miller, Indigo Nation etc. To offer a wide range of current season merchandise from these brands. Myntra currently offers products from more than 200 Indian and international brands. These include shoes for running, tennis, football, basketball and fitness, along with casual footwear from world-renowned industry leaders like

    Products (contd.)
    There are also casual and dressy footwear for women from Catwalk, Carlton London and Red Tape to name a few.

    Competitors
    Myntra undoubtedly enjoyed the first mover advantage in the online retailing business. But Myntras success has been replicated by other companies that have now become competitors for Myntra. Some of them are
    Scopial.com, Blue Bus Tees, dilsebol.com, Inkfruit.com.

    Capabilities
    Order Processing and Delivery: Myntra attempts to order and ship every order within 24 hrs.It offers free shipping within India on all products It can ship internationally to all major countries.
    Technological: Myntra maintains its website which provides the only means by which a customer can make a purchase. To maintain, upgrade and improve the website and the user experience, Myntra employees many computer science engineers and experienced professionals.

    Marketing
    Myntra has successfully used social networking websites Facebook and Twitter to expand its customer base.
    Myntra positions itself as a fashionable new age brand. It launches major marketing campaigns every year. In February 2012, Myntra rolled out an OOH (out of home) campaign across 2 cities to build brand awareness and promote online shopping.

    Myntra has used mostly viral marketing and internet for its popularity coupled with occasional discounts and referral discounts. It can be given a rating of 3/5.

    Revenue Model
    Myntra.com is an aggregator of many brands. Its business model is based on procuring current season merchandise from various brands and making them available on the portal at the same time as in respective retail brand outlets. All these products are offered to customers on MRP. It is a Business to Customer (B to C) revenue model.

    Process model

    Competitive Advantage
    Competitive advantage in any e-commerce business can be due to a cost leadership or product differentiation or both. In the case of Myntra the competitive advantage is mostly due to cost leadership In special cases it also enjoys competitive advantage due to product differentiation. In case of IPL t- shirts the buyer can get his/her name imprinted on it. Also Myntras business model up till 2009 was of customized t-shirts and mugs etc which allowed it to have product differentiation.

    Conclusion
    Marketing and Sales is a core activity of Myntra. By looking at the popularity of Myntra we can conclude that Myntra is doing a much better job in Marketing & providing its services to customer.

    Thank You

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