Flipkart is a top Indian e-commerce company, founded in 2007. Initially, it was dealing in books sales, later expanded into other product range including clothing, electronics, gadgets, and lifestyle items. This online portal has given people more choices in products than others. The marketing mix of Flipkart focuses on the significant points which help in building the image of the company. The 4Ps in the marketing mix of Flipkart are:
For almost two years, Flipkart sold books through its website. After its product portfolio extension, it began selling products in over 80 categories including AC, washing machines, air coolers, ovens, computers, laptops, mobile phones, stationery collection, lifestyle items, cameras, healthcare products. Recently, Flipkart has introduced a product range called DigiFlip. Under this brand, Flipkart launched tablets, routers and also sells computer accessories, drives, bags, headphones, etc.
Flipkart tied up with many brands and introduced individual products which lifted the brand up to a high level. For buyers, the company has made the payment system hassle-free and, people can pay through credit card, debit card, cash-on-delivery, or internet banking. After its website, Flipkart also launched the mobile app for the ease of customers. All the products which get sold by Flipkart have the same period of warranty like those of in showrooms.
Flipkart uses flexible cost policy to compete with other e-commerce platforms. Flipkart follows the marketplace model and reduces the prices than the competitors. It earns half of its revenue from the sales of the books. The brand does not impose any amount for the delivery service if the order is above Rs.500 but, it charges a minimal amount if it is below Rs.500. Flipkart also charges some amount for packing cost, transportation, office, and maintenance cost, discounts, ads, taxes, and many other expenses. If a buyer chooses for one-day delivery, the company charges an extra amount and installation fee in some scenarios. Also, Flipkart charges some amount on a monthly basis for referral, warehouses, and shipping costs from the suppliers.
Flipkart operates only in India and has its headquarters in Bengaluru, India. In the beginning, Flipkart started its operation on consignment rules. Later, it opened warehouses in Delhi, Chennai, Mumbai, Noida, Kolkata, Pune, and Hyderabad. Almost 80% of the orders get handled from these warehouses. Then, they are moved from warehouses to local hubs for the delivery. Flipkart has a tremendous and efficient delivery system which has spread over 37 cities in India.
Flipkart sells its brand through aggressive marketing strategies. Word-of-mouth publicity proves to be the best promotional method for Flipkart. The satisfied customers promote the brand by sharing their experiences. Flipkart also increases brand awareness through entertaining advertisements. It uses print media and TV for the promotion of its services. Customers who have downloaded the app of Flipkart get alerts about the discounts, offers, gift coupons, and recent launches. The company uses Big Billion Day as a promotional tool on which all the items get sold at discounted prices.