SEMINAR PROJECT REPORT

SUBMITTEDTOWARDS THE PARTIAL

FULFILLMENT OF UNDER GRADUATE DEGREE IN
BUSINESS ADMINISTRATION

ONLINE MARKETING OF MYNTRA.com


SUBMITTED BY:
NAME: MANAS JHAWAR
BBA General (2012-2015)
Roll No.:- G-4

FACULTY GUIDE: SUBMITTED BY:
Ms. Ashima Ahuja Manas Jhawar
Enroll No.:A3906412122


AMITY SCHOOL OF BUSINESS, NOIDA
AMITY UNIVERSITY UTTAR PRADESH

CERTIFICATE OF ORIGIN

This is to certify that I , Mr. Manas Jhawar, a student of Under
Graduate Degree BBA General (2012-2015), Amity School Of
Business, Noida has worked under the able guidance and supervision
of Ms.Ashima Ahuja.
This seminar project report has the requisite standard for the partial
fulfillment of the Under Graduate Degree in Business Administration.
To the best of our knowledge no part of this report has been
reproduced from any other report and the contents are based on
original research.
I am aware that in case of non-compliance, Amity School of Business
is entitled to cancel the report.



(Manas Jhawar)
(A3906412122)


(Ms. Ashima Ahuja)
(Faculty Guide)



ACKNOWLEDGEMENT

I express my sincere gratitude to my faculty guide Ms. Ashima Ahuja
for her able guidance, continuous support and cooperation throughout,
without which the present work, would not have been possible.










Signature
(Manas Jhawar)









EXECUTIVE SUMMARY

Myntra.com is into the online shopping business. It is an online
retailer of fashion and lifestyle products in India.
It began its operations in the B2B (business to business)
segment with the personalization of gifts, which included: -
clothing, footwear, cosmetics.
In this project I have done a study on the concept of online
marketing and the strategies which myntra.com have used, for
this purpose secondary data collection method is used.

























INTRODUCTION
Myntra.com is an Indian e-commerce company of fashion and casual
lifestyle products, headquartered in Bangalore, Karnataka The
company was founded in 2007 by IITians Mukesh Bansal, Ashutosh
Sac and Rishi Ranjan with a focus on personalization of gift items. By
2010, Myntra shifted its focus to the online retailing of branded
apparel
In May 2014, Myntra.com merged with another Indian e-commerce
giant Flipkart to become a formidable force against the competition
from Amazon, an international online business that entered the Indian
market in June 2013.E-commerce in India
Myntra currently has more than 500 brands with over 60,000 products
that are delivered almost everywhere in India using its delivery
networks
HISTORY
Established in 2007 by Mukesh Bansal along with Ashutosh Sak and
Rishi Ranjan, Myntra was in the business of on-demand
personalization of gift items. It mainly operated on the B2B (business
to business) model during its initial years. Between 2007 and 2010,
the online portal allowed customers to personalize 15 products such
as t-shirts, mugs, mouse pads, calendars, watches, teddy bears,
pendants, wine glasses and jigsaw puzzles. Customers could order for
these online and these would be home delivered in 3 days time.
Within the initial 3 years, Myntra became Indias largest
personalization platform with more than 50% of the market share. It
also offered the personalization of jerseys of various cricket and
football teams including the Indian cricket team, the IPL teams and
the Premier League football teams. In 2010, it expanded its catalogue
to include fashion and lifestyle products. Myntra tied up with various
popular brands to retail a wide range of latest merchandise from these
brands. Myntra offered products from 350 Indian and International
brands by 2011. Brands like Nike, Puma, Converse, Adidas,
Decathlon, Reebok, Lee Cooper, Numero Uno, Sketchers, Crocs, Fila,
Lotto, ID, Catwalk, Carlton London and Red Tape found the perfect
online retail platform. Myntra also had casual wear for men and
women from brands like Jealous 21, Forever New, Classic Polo,
Inkfruit, Lee, Nike, Inc., Probase, Puma, Adidas, Reebok, Ed Hardy,
Decathlon, Lotto, Mr. Men, Tantra and Guerilla. The website saw the
launch of Fastrack watches and of Being Human, the brand.















ONLINE MARKETING
Online marketing refers to a set of powerful tools and methodologies
used for promoting products and services through the Internet.
Online marketing includes a wider range of marketing elements than
traditional business marketing due to the extra channels and
marketing mechanisms available on the Internet.
Online marketing can deliver several benefits such as:
Growth in potential
Reduced expenses
Elegant communications
Better control
Improved customer service
Competitive advantage
Online marketing is also known as Internet marketing, Web
marketing, digital marketing and search engine marketing (SEM).
The broad online marketing spectrum varies according to business
requirements. Effective online marketing programs leverage
consumer data and customer relationship management systems.

Online marketing connects organizations with qualified potential
customers and takes business development to a much higher level
than traditional marketing/advertising.

Online marketing synergistically combines the Internet's creative and
technical tools, including design, development, sales and advertising,
while focusing on the following primary business models:
E-commerce
Lead-based websites
Affiliate marketing
Local search
Online marketing has several advantages, including:
Low costs: Large audiences are reachable at a fraction of
traditional advertising budgets, allowing businesses to create
appealing consumer ads.
Flexibility and convenience: Consumers may research and
purchase products and services at their leisure.
Analytics: Efficient statistical results are facilitated without
extra costs.
Multiple options: Advertising tools include pay-per-click
advertising, email marketing and local search integration (like
Google Maps).
Demographic targeting: Consumers can be demographically
targeted much more effectively in an online rather than an
offline process.
The main limitation of online marketing is where goods are being
sold, the lack of tangibility means that consumers are unable to try
out, or try on items they might wish to purchase. Generous return
policies are the main way to circumvent such buyer apprehension.









MARKETING OF MYNTRA.com

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.
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.
It is a Business to Customer (B to C) revenue model.





RESEARCH METHODOLOGY


Objectives of the Study:
1. To study the concept of online marketing
2. To study the marketing strategies of mynta.com


Data Collection Method:
Secondary Data:
The secondary data refers those, which are already stored somewhere
for someones requirement or reference. It can be collected from
sources like books, internet etc. For my study purpose I have also
used various sources of secondary data. I have used sources such as
Internet, books, discussing with friends, etc.
Secondary data is collected through company periodical, broachers
etc. of the company.







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.




















BIBLOGRAPHY

http://en.wikipedia.org/wiki/Myntra
http://www.myntra.com/