Stylbiz’20

Myntra
The Product Challenge
Problem Statement 1: How will Myntra evolve to appeal to new
customers from Tier 2/ Tier 3 cities.

Key Areas to focus

• Awareness
• Relevance to customer
• Acceptance
• Trust
 Awareness
Core target customer for us in tier 2/3 cities should be young students who have
access to internet and are aware of latest trends and fashion. College going students
can afford mass brands and are aspirational towards quality service also they seek
variety which is one of the key selling point of Myntra.
To select cities for pilot project we could focus on top cities with greater number of
students and top colleges.
City No. of Colleges Approx. number of Approx. number of
(AICTE Approved) students (yearly students (all years)
intake)
Chandigarh 16 3500 9000
Jaipur 100 9000 25000
Vadodara 61 1110 3500
Kochi 27 4200 10000
Lucknow 56 8000 20000

Data source - https://www.aicte-india.org/

Data available online was for year 2015-2016, adjusted according to avg. growth and increase in number of colleges.
Ways in which Myntra can engage with students and college crowd
• Myntra Campus Influencer – Select few participants to represent Myntra in
campus. Provide them styling tips and grooming sessions. These students would
have a great deal of reach and network. It is a proven phenomena that word of
mouth works a when dealing with tech. that too in tier 2 and 3 cities. Clothes
could also be provided to these selected few during special events like festivals,
colleges fest etc.
• Advertise aggressively in local newspaper, billboards around campuses and
social media.
 Brand Relevance
To be relevant to customer, the focus should be on satisfying the wants by providing a new
experience of comfort shopping, vast variety and latest fashion by affordable brands.
To understand this better we need to understand the changing dynamics of customer in tier2 /
3 cities. Customer today seeks latest trends, branded goods not generic, acceptance from
peers and at the same time individual personality.
Myntra will have to build a perception of a customer centric company who delivers fashion to
your door step at the best price and best quality.

Key ideas for brand relevance would be

 Variety
 Latest fashion
 Thousands of brands
 Great discounts.
Acceptance/ Comfort with online fashion
shopping
To answer this question we can do a SWOT analysis of the situation

Strengths Weakness
 Variety  Lack of personal touch
 Comfort  No personnel relationship formed
 Brands

Threats
 Local existing seller who have built
relationship with customers over ears
Opportunity
 Young generation seeks variety and
latest trends.
 Increasing accessibility and disposable
income.
 Increasing number of mass brands.
The situation is in favor of Myntra and will eventually improve. New generation
does not take the word of the shop keeper instead seeks new and latest fashion.
Introduction of brands by various celebrities like Hrithik Roshan, John Abraham etc.
have changed the customer preference from cost effective clothes to branded.

Above points presents a huge opportunity which will become strengths with good
customer service.
 Make the app easy to use with multiple language interface.
 Highlight the easy steps of placing an order or returning one.
 Trust
Trust has been a pillar for Myntra, it has earned a great deal of trust in metro cities.
This can be attributed to following contributing factors on time delivery, good packaging,
easy and hassle free returns, best pricing etc.
Same will have to be continued in tier 2/3 cities. In-fact with even more stress because
risk taking capacity is less there. Few new additions that would help gain trust are:
 Transparent packaging on one side to parcel to provide a rough idea about content.
 Same day money return policy.
 Try and buy option at some extra charge