Myntra

Introduction:

Myntra is a fashion e-commerce website for apparels. The company was founded in
2007 by Indian Institute of Technology graduates. Myntra tied up with various popular
brands to retail a wide range of latest merchandise from these brands. Myntra offered
products from more 1,000 International and Indian brands. In May 2014, Myntra merged
with Flipkart to compete against Amazon which entered the Indian market in June 2013 and
other established offline retailers like Future Group, Aditya Birla Group and Reliance Retail.

Marketing Mix of Myntra :

Product:

Top wear : Casual shirts, formal shirts, t-shirts, sweaters, suits, coats, sweatshirts,
jackets, Kurtas, Kurtas, saris, blouses, dupattas, shawls, jumpsuits, dresses, waistcoat and
tunics

Bottom Wear : Track pants, shorts, formal and casual trousers, shorts, jeans, leggings,
Salwar, jeggings, skirts, capris and Churidars

Active wear and sportswear: Active t-shirts and swimwear

Accessories : Smart wearable and watches

Innerwear : Lingerie, sleepwear, loungewear, boxers, vests, thermals and trunks

Footwear : Casual shoes, sports shoes, formal shoes, sandals, heel and flats

Cosmetics and personal care products: Shampoo, soaps, moisturiser, aftershave lotion,
aftershave cream and face wash

Luggage and trolley

Fashion accessories : Belts, wallets, mufflers, helmets, ties and cufflinks

Home and living products : Bed sheets, pillows, pillow covers, quilts, curtains, cushion
cover, bath towels, table cover, showpieces, wall dcor, candles and vases
Men Collection

Women Collection

Kids Collection
Home & Living

Place:

Myntra is an Indian fashion e-commerce company with its presence spread over
nearly 9,000 locations in India. Its headquarters base is at Bengaluru in Karnataka and
regional offices in Chennai, Mumbai and New Delhi. The company is aware how important
seamless logistics is as it can make or break an e-commerce portal. Hence Myntra has
decided to adopt the Hybrid-logistic model, which would help them to gain recognition and
also penetrate in further areas.

Third-party distributors were allotted to help the company in their operational

logistics. Its own strong and widespread distribution network includes an efficient supply
chain and a capable delivery service so that goods reach its customers safely and within
allotted timeframe. Its merger with Flipkart has increased its distribution channel and helped
it to penetrate and reach additional markets. Besides online platform, Myntra.com also offers
a personalized experience to its loyal customers via mobile shopping.

Price:

Myntra.com is one of the most powerful fashion brands in the online market. Its
investors include IDG Ventures, NEA-IndoUS ventures and Accel Partners. Myntra has
targeted fashion conscious, online shoppers and the medium-income group as its target
customers. It faces intense competition from several companies that has resulted in the
implementation of competitive pricing strategy. Myntra.com has kept product prices at
reasonable and pocket-friendly rates to lure customers and increase its market share. It has
also adopted a promotional policy and offers several incentives to draw its customers to its
portal. It has also adopted several schemes like the end of season sale, discounts and periodic
offers.
Promotion:

Myntra has gained immense brand recognition because of intensive and aggressive
marketing campaigns. It has launched ad campaigns with distinctive taglines like Ramp it Up
and Real Life Mein Aisa Hota Hai Kya. Its ads are shown via print, electronic and social
media platforms like newspapers, television, Twitter, Facebook and its own website. Myntra
offered personalised sports jerseys of football and cricket teams like FIFA, IPL and Team
India as part of its promotional strategy. Myntra has been mostly markets by word of mouth
advertising. Customer satisfaction has been their best marketing medium. Myntra also uses
SEO and Google Ad-words as marketing tools to have a far reach on the world.

Myntra realises the impact of star power and its association with celebrities like Lisa
Haydon, Ranveer Singh, Kangana Ranaut and Hrithik Roshan has helped it to create positive
brand visibility in the consumer market. It has been the recipient of awards and recognition
like Pride of India 2009-10 and Red Herring Global 100 Winner in the year 2010.
Physical Evidence:

Myntra seeks to distinguish itself with the following Physical Evidence practices that
could leave a lasting impact on customers mind.

The packaging and quality of products: Every product delivered could be

found well sealed, taped and with best maintained hygiene practices.
Prompt delivery: Myntra Assured program delivers the product in the
quickest possible frame of time which speaks about its efficient delivery
service.
30-day return policy: This Physical Evidence of product return policy acts in
gaining trust for the brand and serves great for its service marketing purpose.

People

People are the most important element of any service or experience. People have an
important role in service delivery, they are relied upon to deliver and maintain transactional
marketing and these people play an important part in the customer relationship. Generally
Personal selling, Customer Service and Training are given for employees of Myntra.
Customers are given separate space to voice out their thoughts too.

Process

The process of Myntra involves payment and delivery of goods after ordering.

In the payment methods it has Cash On Deliver (COD), Debit card, Credit card, Debit cards,
Net banking, wallets etc.

With the help of these methods the product can be purchased from the e-commerce site.
Service Encounter Sequence for a Product ordered in Myntra

Search for the

Order Pay for the
Delivery If the product is not
upto the expectation
required Select the product via Delivery then return the product
and get reimbersement
materials product which any payment Person or new one
is to be method Delivers the
purchased product
Website Pay Return

Expected Action for Each Encounter

Order Phase

Product Details

Online Chats with experts

Ease of use

Price Comparison availability

Show availability of Items

Pay Phase

Availability of COD

Acceptance of all types of Card (Debit/Credit/E-wallet/Master Card/ Rupay)

Availability of net banking

Coupons Discount

Free delivery for product above certain amount

100% secure transactions

 Delivery

The order should be received on or before the date of delivery which is provided by
Myntra

Neatly Packed

No Damage

Bills attached

Prior intimation about the product arrival

Return

Easy Return policy

Delivery Person Must collect the returned Product and Reimburse either with the
amount or provide the same product without damage

30 days return policy

Hard and Soft Measures for the Encounters

Hard Measures Soft Measure

Order Phase

Reliability Order Phase

Server works properly Be knowledgeable

Responsiveness

Delivery Phase
Delivery Phase
Do everything possible to help
On-time Delivery
Be polite
Fast Delivery
Use appropriate tone of voice
Order Accuracy
Be courteous
No Product Damage

Return Phase Return Phase

More Personal Contact Use appropriate tone of voice

Responsiveness to complaint Keep customer information confidential

Problems fixed the first time React quickly to solve the problem
Service Quality Dimensions:

TANGIBLES
Appearance of physical facilities, equipment, personnel, and communication materials
Perfect Packaging
Well groomed service deliverers
Invoice and documentations

RELIABILITY
Ability to perform the promised service dependably and accurately
Service query handling
Communication channel E-mails/notifications/SMS
Reimbursement procedures
Order accuracy
Timely delivery
RESPONSIVENESS
Willingness to help customers and provide prompt service
24 X 7 X 365 Customer Service
Early issue resolving
Adjustment to Customers flexible timings
ASSURANCE
Knowledge and courtesy of employees and their ability to convey trust and confidence
Encouraging repeat buy
Open Customer reviews and feedback
Conformance to quality
EMPATHY
Caring, individualized attention the firm provides its customers
Tone of voice
Polite and humble personality of service deliverers
Understanding customer situations
Service Gap:

Gap 1 (company perception of customer Expectation)

Indian Customers in initial days expected digital modes and the payment mode to be
COD.
Initially Myntra didnt have acceptable return policy which the customers expected
In initial days there was a lack of communication between Courier Delivery company
and Flipkart management

Gap 2 (Customer Driven service designs and standards)

Myntra being a start-up initially HR policies were deficient as most of the employees
left in a year or two of their recruitment
There was a problem of customer not fulfilling their roles i.e. many customers made
orders and upon delivery denied the purchase.
Myntra had problems with its service intermediaries which was the courier delivery
company because of logistical problems

Gap 3 (The service performance gap)

Myntra had absence of strong internal marketing program which led to high employee
turnover and many employee lacking complete knowledge of the product.
Myntra could not effectively manage the expectations of its women apparel segment
customers and could not keep up with low prices and latest products in its inventory.
The operation business of Myntra was not streamlined

Gap 5(Customer Expectations)

The customers expected 30 days replacement

They also expected all the products must be delivered in 3to4 business days.

Service Recovery:

They encourage complaints

Act quickly
Treat customers fairly
Comparison Between Myntra and Jabong
Feature Myntra
Myntra, in contrast, is completely
homegrown. It started off as a
customization platform, selling
sweatshirts, tees, mugs and such to
Introduction
colleges and companies. It changed
direction in 2010-11 to full blown
large scale online fashion and
lifestyle retail.
Myntra focuses on quality and
innovation. E.g., the Style Studio
(Myntra Style Studio), the first and
only of its kind in India, and
Make
probably the only one in the entire
world to not use Flash as a
platform. (It is completely made in
HTML5 using canvas.)
Its business model is focused on
procuring current season
merchandise from different brands
Model and making them available on the
website at the same time as they are
in any respective retail brand
outlets.
Rank 85
Source:
http://www.alexa.com/siteinfo/myn
tra.com
Global
985
Rank
Jabong
Jabong is part of a cloning strategy
by Rocket Internet. It is a clone of the
German website Schuhe & Mode
online kaufen. Rocket Internet's typical
strategy is to clone their website in
different markets, invest massively to
aggressively acquire customers to raise
their valuations, then sell and exit.
Jabong, as a company, stresses more on
numbers - website traffic, revenue,
valuation, number of brands, number
of customers etc. It is an aggressive
company with deep pockets, and soon
after its launch and advertising
campaign, we read news reports of it
garnering more web traffic than
Flipkart.
Inventory Model : In this model,
products are availed from various
brands and stored in the Jabong
Warehouse.
Managed Marketplace Model : In
this model, Jabong doesnt keep the
inventory but takes care of service and
returns for the consumers.
35
Source:
http://www.alexa.com/siteinfo/jabong.c
om
503
Reference:

1. www.myntra.com
2. https://yourstory.com/2014/07/myntra-customer-experience/
3. https://en.wikipedia.org/wiki/Myntra
4. http://cashkaro.com/stores/myntra
5. https://www.similarweb.com/website/jabong.com?competitors=myntra.com