Myntra_SMPS

8/12/2019 Myntra_SMPS

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Myntra.comSaurabh Maheshwari 12SMBA28

Bhuvan Dave 12SMBA14


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Contents of presentation

Beginning of MYNTRA.COM

Industry/Service

Products

Competitors

Capabilities

Revenue Model

Competitive Advantage

Conclusion


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Beginning of

Myntra was established by Mukesh Bansal, AshutoshLawania and Vineet Saxena in February 2007. Myntrasheadquarter is in Bangalore, with regional offices in NewDelhi, 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


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Beginning of

In 2010, the company shifted its strategy to becoming a B2C(business to customer) oriented firm, expanding its catalogueto fashion and lifestyle products.

Myntra.com is ranked among the top 10 e-commercecompanies in India . In the last 3 years, Myntra has becomethe most popular destination for personalized products in thecountry.


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Beginning of

Started: February 2007

Milestone 1: In October 2007 Myntra received aseed funding from Accel Partners (formerlyErasmic Venture Fund), Sasha Mirchandani from

Mumbai Angels and another angel investor.

Milestone 2: In 2008 they touched 1000 dailyvisitors mark.

Milestone 3: In 2009 they touched 4000 dailyvisitors mark and were awarded Pride of India2009 2010award for exceptional business growthby IDG Ventures.


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Beginning of

Milestone 4: In 2010 Myntra was the Red Herring

Global 100 winner.

Milestone 5: By 2012 February Myntra wasshipping 10,000 products every day.

Vision: To become Indias largest online lifestyleproducts retailer.


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Industry/Service Myntra.com is into the e-commerce (online shopping)

business. It is an online retailer of fashion and lifestyleproducts in India.

Products:-

From 2007 to December 2010, Myntra.com was in thebusiness of online demand personalization. The productsranged from

T-shirts,

mugs,

greeting cards,


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Products (contd.)

calendars,

key chains, diaries, coasters and many such products withphotographs.

Myntra pioneered the personalization of sports jerseys andoffered sports jerseys of several cricket and football teamssuch as Team India, IPL & FIFA . These jerseys could bepersonalized with a name and number of the customers

choice.


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Products (contd.)

Myntra has tied up with top fashion and lifestyle brands inIndia, 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 fromthese brands. Myntra currently offers products from morethan 200 Indian and international brands. These includeshoes for running, tennis, football, basketball and fitness,along with casual footwear from world-renowned

industry leaders like


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Products (contd.)

There are also casual and dressy footwear for women fromCatwalk, Carlton London and Red Tape to name a few.


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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 becomecompetitors for Myntra. Some of them are

Scopial.com,

Blue Bus Tees,

dilsebol.com,

Inkfruit.com.


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Capabilities Order Processing and Delivery: Myntra attempts to order

and ship every order within 24 hrs.It offers free shippingwithin India on all products It can ship internationally to allmajor countries.

Technological: Myntra maintains its website which providesthe only means by which a customer can make a purchase.

To maintain, upgrade and improve the website and theuser experience, Myntra employees many computer

science engineers and experienced professionals.


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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. Itlaunches major marketing campaigns every year. In February

2012, Myntra rolled out an OOH (out of home) campaignacross 2 cities to build brand awareness and promote onlineshopping.

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


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Revenue Model

Myntra.com is an aggregator of many brands. Its businessmodel is based on procuring current season merchandise fromvarious brands and making them available on the portal at thesame time as in respective retail brand outlets. All these

products are offered to customers on MRP. It is a Business toCustomer (B to C) revenue model.


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Process model


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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 mostlydue to cost leadership

In special cases it also enjoys competitive advantage due toproduct differentiation. In case of IPL t- shirts the buyer canget his/her name imprinted on it. Also Myntras business

model up till 2009 was of customized t-shirts and mugs etcwhich allowed it to have product differentiation.


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Conclusion

Marketing and Sales is a core activity of Myntra. By lookingat the popularity of Myntra we can conclude that Myntra isdoing a much better job in Marketing & providing its servicesto customer.


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Thank You

Myntra_SMPS

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