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Compare And Contrast Amazon And Flipkart

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Before we go deep into the topic of determining the marketing and branding strategies of Amazon & Flipkart in the highly unsaturated ecommerce market let’s focus on where does the American giant and the world’s one of the most ambitious startup lies.
So, let’s see what the market share of both the ecommerce giants in the Indian market looks like

The market shares are based on the volume of transactions clocked by e-commerce firms in more than 60 cities. Amazon is breathing down Flipkart’s neck on other key parameters such as gross monthly sales: currently, Flipkart’s monthly gross sales, on average, are Rs2,800-3,000 crore, while its monthly burn rate is around Rs300 crore. Amazon currently lags Flipkart on monthly gross sales, but it is
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Amazon’s $3-billion investment in India last year was widely seen as a blow to Flipkart—possibly it’s only competitor in the country, as Snapdeal’s numbers have only been falling.
Snapdeal’s downfall has created a vacuum in the Indian e commerce market and the restructuring of snapdeal in the form of Snapdeal 2.0, and its success is still an uncertainty thus we can state that struggle for market shares is prominently in between the two major players who are amazon and Flipkart.
To determining the appropriate marketing strategy of both the e commerce players in the Indian market lets at first determine how strong the both brands are and to do that we have used the BRAND ASSET VALUATOR MODEL (B.A.V).
We circulated a google form in the vicinity of our campus and gathered the responses of the campus students, their responses were structured in a way, by which we could measure the degree of –
- Energized Differentiation
- Relevance
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a) Look to the real India – both the ecommerce players need to focus on the rural and semi-rural domains in the present market scenario to expand their reach. Let’s talk about the cell phone industry online sales constitutes for 33% of gross cell phone sales in India, this can be taken into account, Flipkart has started to target tier – 2 cities with faster delivery services, while Amazon has initiated various demonstration sessions run by retailers, on various smartphones functions in semi urban areas to promote the concept of “Showrooming”.
b) Go Indian – Flipkart is launching a new brand under its name called “Billion”, it’s focusing on tying up with various small scale retailers and small scale manufacturers in India, which is focused at providing market offerings such as locally manufactured utensils, electrical and other categories which includes consumer goods all of whom are at a very economical pricing and all are sourced locally involving thousands of Indian manufacturers, this is focused at leveraging the make in India movement which is very prominent now. Amazon too should look at Inidanizing its image while being relevant in the present Socio – economic
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