MADE BY:

NEHA SHETTY

MANISHA TRIPATHI

SAUMYA SINGH

NISHANT DALWADI

KSHITIJ SHRIMALI

COMMUNICaTIOn

RESEARCh

Acknowledgements

Preface

Review of Literature

Flipkart.com – Introduction

Financial Status of Flipkart

Flipkart Contents

Amazon.com - Introduction

Amazon’s Advancement in Indian Market

Financial Growth of Amazon

Sales of F.Y (Financial Year) 2011 of Amazon

Comparison in terms of Product

Jabong.com – Introduction

Funding and Business Trends

Jabong’s Growth Rate from 2012-2014

Graph of Customer Satisfaction

Why is Social Media necessary for Business?

Positioning of portals on basis of Number of site visitors

Most Saleable Categories

Followers of online stores on social platforms

Conclusions based on Facebook Analysis

Conclusions based on Twitter Analysis

Conclusions based on Google+ Analysis

References

The following is a communication research on “Promotional Strategies used by Online Portals through Social Media” which is part of the college curriculum of National Institute of Mass Communication and Journalism (NIMCJ).

We would like to give special thanks to

Dr. Shirish Kashikar

Ms. Komal Vora Shah

Mr. Shashikant Bhagat

for their help, support and co-operation while conducting this research.

This research paper is based on

communication pattern of the online portals

AMAZON.IN

FLIPKART.COM

JABONG.COM

to induce more sales.

We have tracked these online portals on the

following social networking sites.

FACEBOOK,TWITTER,GOOGLE+

Time period:2nd oct 2014 To 6th oct 2014

On research, we found that two other researches had similar approach and modes used by us in our research. They are as follows:

1)“Online Promotions: Exploring the emerging opportunity in Indian Market”

by Nidhi Mathen & Abhishek

Their below link can be referred:

http://www.iimahd.ernet.in/assets/snippets/workingpaperpdf/5370361702014-01-09.pdf

2)The Influence of Impulsive Factors and Media Promotion towards Shopping Online and Offline

Case: Indonesian Shoppers

By Naan Jun, Hanyang University, Republic of Korea 1

& Dwi Maya Subianto, Bandung Institute of Technology(ITB), Indonesia

But the difference is that our approach tracks the

Frequency of updates and the pattern of promotion. It shows

us how online portals use social mediums to seep into the

minds of potential customers.

Amazon.in endeavour to build that same destination in India by

giving customers more of what they want – low prices, vast

selection, fast and reliable delivery, and a trusted and convenient

experience – and provide sellers a world-class e-commerce

platform.

Amazon.in is operated by Amazon Seller Services Private Ltd, an

affiliate of Amazon.com, Inc. (NASDAQ: AMZN). Amazon.com, Inc.

is a Fortune 500 company based in Seattle, that opened on the

World Wide Web in July 1995; and today offers Earth’s Biggest

Selection.

Founder Jeff Bezos.

In Feb 2012, Amazon Seller Services made its foray into the Indian market with the launch of Junglee.com, enabling retailers in India to advertise their products for free to millions of Indian shoppers and drive targeted traffic to their stores. With the introduction of the Amazon.inmarketplace and launch of two new programmes – ‘Sell on Amazon’ and ‘Fulfilment by Amazon' – sellers across India now have access to unlimited and free ‘virtual shelf space’ and a scalable, pay-as-you-go fulfilment and customer service offerings. Both programmes have successfully been used by more than two million sellers globally to sell to over 200 million customers worldwide and boost their sales. We will continue to strive to become a trusted and meaningful sales and logistics channel for retailers of all sizes across India by doing the heavy lifting, enabling them to focus on their core business functions and efficiently grow their business online.

Contains around 1.7 crore products.

The dynamic and ever-growing e-retail market in

india has a strong new player, jabong.com

Founded in year 2011.Started operations in Jan

2012

Found by Manu Kumar Jain, Praveen Sinha & Arun

Chandra Mohan.

Motto is “Delivering Lifestyle”

When most sites focused on deals and discounts,

they focused on varieties, widest assortment,

fastest delivery time & excellent customer

services.

Offers nearly 300 lifestyle brands.

Experts estimates jabong.com to have received a funding of more than $10 million from the European Founders Fund (EFF).Rocket internet has committed an amount in the range of $25-40 million in the same.

Marketing Strategies: currently company’s 90% towards digital and rest 10% are invested in TV and OOH.These strategies are initiated to enhance the transactions, revenues & social media to increase engagement. It has crossed 1 million likes on facebook and 17000+ followers on Twitter.

contd….

Jabong.com are also focused towards attracting female shoppers more than men.

Competitive Advantage:

Widest assortment of products

Fastest delivery

High quality customer service

Flexible payments options

Inspiring & Aspirational

Customization & Innovations

Revenue: The website is expected to be earning an estimate $3,896,754 on a daily basis. As the amount of daily page views are huge, around 3,640,778 unique users per day

Recognition: According to Trust Research Advisory Jabong ranked among top 25 trusted online brands in India.

0%

10%

20%

30%

40%

50%

2012-132013-14

YEAR

growthrate

growthrate

Customers. Using social media will allow you to

increase your customer base. By creating an online

presence, your marketing campaigns can include a

population of people that you could never reach through

local advertising. You now have the opportunity to grow

your customer base by simply creating and maintaining

an online presence.

Visibility. You can use your social media presence to let

your customers and followers know what your business is

doing. And when you are doing great things, your followers

are more likely to share your business with their friends

and family who may also be interested in what you have to

offer. The more followers you have through your social

media outlets, the more followers and exposure you can

gain as people share your business with others.

Content. By using social media, you can advertise specials that you are offering to your customers, increasing the reach of your special promotions. You can also use online content to let the public know more about the personal side of your business, like how you handle your customers. Creating a connection with your potential customers can increase your customer base and brand loyalty. By using social media on a consistent basis, you are always adding fresh content, which will attract more visitors to your website.

Involvement: If you allow for customer comments via social media, you may discover there's a popular brand or requirement that is not included in your site. By hearing what your customers want, you are able to meet their needs. When you find out what your customers truly desire and by fulfilling those needs, you will be increasing their trust in your company and creating repeat customers at the same time. Additionally, when you please even one client, they will in turn recommend you to their friends, increasing your customer base.

Target. With social media, you can target specific

demographics to get your name in front of the exact group

people that you want to see your products. For example, if

you place an ad on Facebook, you can select very specific

criteria and Facebook will show your ad to just the group

you're targeting. By targeting narrow groups of potential

customers, you get the most bang for your marketing buck.

Facebook and Twitter certainly have their place in our

personal lives; however, with some thought and ingenuity,

they also have the ability to be a great resource for your

business. In addition to these social media outlets, you may

choose to create online forums or blogs where customers can

learn more about what is happening in your business.

We tracked the 3 chosen online portals,

Amazon, Flipkart and Jabong on three major

social media platforms viz. Facebook,

Google+ and Twitter from 2nd October, 2014

to 6th October, 2014. We collected the

updates, tweets and posts made by the

online portal’s official accounts and

documented it in the format of an excel

sheet.

We bifurcated each and every post/tweet

into 3 parts: Date, Time and its Description

STORES TWITTER

(FOLLOWERS)

FACEBOOK

(LIKES)

GOOGLE+

(FOLLOWERS)

AMAZON 34.8 K 3.9 MILLION 8244

JABONG 57.9 K 3.8 MILLION 389061

FLIPKART 184 K 3.0 MILLION 557599

AMAZON

Updates of information and advertisements on the official page Amazon.In is in the time span of every 2 hours. Its page focuses on all sorts of products from apparels to gadgets, books, to attract various sections of customers. Its strategy of online shopping brought many comments as well as views to it.

Targeting major festivals and days celebrated across India. They have promoted products accordingly. For e.g. on Mahatma Gandhi Jayanti they launched a wide range of home spun fabric. During Durga Pujabengali saree’s ,accessories and beauty products were focused. To attract young population and cricket fans Kings 11 Punjab jersey was offered as a reward for a contest in lieu of buying T-shirts and many offers on Dushehra.

Bags and accessories of international brands are offered too eg. Paris Hilton bags and Bob Marley sound system. Large range of branded watches and electronics are also offered.

Success of Mars Mission was also celebrated from 4-6 October by special offers and discounts on different products.

Amazon.In also targets customer related problems in delivery or product quality and gives prompt response for the same. The company is even appreciated for its prompt delivery and wide range of products.

Within 11months of establishment, they have gained huge respect and has acquired large part of Indian market with their Balanced schemes and timely delivery system.

FLIPKART

Flipkart is considered to be an a giant in the

electronics section amongst all online

portals.

We tracked Flipkart at the time when it’s

most awaited and anticipated “BIG BILLION

DAY” was announced. So most of the updates

were based on announcements of Big Billion

Day and its countdown. Also links of the TVC

starring stand-up comedian Vir Das were

posted. The TVC showed Vir Das talking

about how Indians love big things. Big Meals,

Big Weddings, etc.etc. Then why not a Big

Sale?

India’s leading online store flipkart uses its

unique promotion and scheme which have

proved to be a great help as their strategies

have been very fruitful for them in attracting

customers on a large scale.

By their posts on facebook they have

continuously reminded people of their big

billion day sale and even launched a TVC for

the same. Funny caricatures and cartoons

were also used as a tool to promote “ Big

Billion day”.

JABONG

Jabong is an all & out online fashion hub. It’s main asset is that it houses various brands in all clothing apparels and accessories. It has roped in various international brands, thus creating a haven for brand loyal people.

Jabong keeps updating facebook every hour. It promotes latest couture, watches, fashion jewellery, shoes, handbags, etc from top class brands.

“Celeb Style” is a new concept introduced by Jabong.com wherein they choose a famous celeb for the day and compile dress and accessories for shoppers so that they can style themselves like a celebrity.

They also use facebook to promote various

schemes and discounts.

Jabong is roping in various celebrities to

endorse the site. For eg: Alia Bhatt has tied

up with Jabong and the portal has removed a

special collection under her name inspired by

her personal and movie styling.

It has been endorsing banners for the same.

AMAZON

Amazon came up with the concept of “Look Book” on the occasion of Durga Utsav. They showcased a range from Bengali sarees to its accessories.

On Gandhi Jayanti, they posted a picture and a quote related to the ideals of Gandhiji. They kept apparels based on this theme.

In 13 days, 1lakh coco-cola bottles were sold on Amazon.

They also shared tweets about “Selfie with Mom” contest for which they declared a price of Rs. 3000/- for the winner.

FLIPKART

“Big Billion Sale” was the eye-candy for

twitter.

Links of Vir Das TVC were widely promoted

before the launch.

The feedback system of Flipkart is very

prompt and grievances are solved in an hour

or less.

JABONG

Jabong sends out tweets regarding latest trends in clothing apparels, jewellery, accessories,etc.

It also came across as a platform for communication between customers and jabongofficials. It was quick in addressing to the problems faced by the customers.

Jabong mainly caters to women customers. It has been sending tweets about various celebrity styles and how women can include these in their wardrobes.

The best part about Jabong promotions is its creation of hashtags to create buzz about a product. For eg: #CrazyShopping, #CelebStyle, #JabongTrends,

#DorothyPerkins, #GlamUp

AMAZON

Amazon took to celebrating Gandhi Jayanti by quoting Mahatma’s philosophy and it also came out with a range of products on this theme.

Amazon did not use the platform of Google+ aptly. It is not as regular and active as it is on other Social Media like Facebook and Twitter.

It came up with “Mission to Mars Celebration Dhamaka” to celebrate the success of Mission Mangalyaan. It offered maximum discounts on clothing apparels, watches, jewelleries and beauty products.

It makes approximately weekly updates.

FLIPKART

“Big Billion Day” was the talk of the town

everywhere. So maximum coverage was done

on that basis.

Countdowns were made on Google+ for the

days leading upto 6th October, the day of the

Big Million Sale.

Links of Vir Das TVC were shared and a

strategy was planned for mass promotion of

the same. People were assured redemption

points on their purchases for sharing this link

maximum number of times possible.

Posts were made within a span of every 1 to

4 hours.

JABONG

Jabong shared pictures of various products

currently trending on the site keeping in

mind the needs of women consumers.

It highly endorsed various discount schemes.

Also various Twitter hashtags were shared to

create more appeal.

It also promoted celebrity Alia Bhatt’s

association with the online shopping portal.

It also gave customers details of any new

collections launched by top brands.

1) ecommerce-software-

review.toptenreviews.com/mobile/5-ways-

social-media-will-increase-your-

ecommerce-business-.html

2) Official sites (About Us section) of

Flipkart.com, Amazon.In and Jabong.com

3) Google analytics

4) Google images