Myntra

Beginning of
• Started: February 2007
• Myntra.com is an Indian online shopping retailer
of fashion and casual lifestyle products.
• Headquarters in Bangalore.
• Myntra was established by Mukesh Bansal,
Ashutosh Lawania, and Vineet Saxena in
February 2007.
• In the last 3 years, Myntra has become the
most popular destination for personalized
products in the country.

Something about
• Myntra.com is one of the E-tail players to
popularize online shopping which is a new
mode of shopping in India.
• Myntra left its mark of innovation through
online coupons
• the store circulated a large number
of Myntra promotion codes.

New business focus and
products
• Myntra has tied up with top fashion and lifestyle brands in India, such
as Nike, Inc., Reebok, Puma, Adidas, Asics, Lee, Lotto, etc. to offer
a wide range of current season merchandise from these brands.
• Myntra currently offers products from more than 350 Indian and
international brands.
• There are also casual and dressy footwear for women from Catwalk,
Carlton London and Red Tape to name a few.

Business model of
• 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

Awards
• Myntra.com was announced as a winner of the Red
Herring Global 100 award.
• CNBC - TV18 awarded Myntra.com as one of the
Hottest Internet Companies of the Year at the
Mercedes - Benz CNBC - TV18 Young Turks
Awards.
• Myntra.com is ranked among the top 10
e-commerce companies in India

Competitors
 Myntra undoubtedly enjoyed the first mover advantage
in the online retailing business. But Myntra’s success has
been replicated by other companies that have now
become competitors for Myntra.
 Some of them are
Scopial.com,
Blue Bus Tees,
dilsebol.com,
Inkfruit.com.

Capabilities
 Order Processing and Delivery: Myntra attempts to
order and ship every order within 24 hrs.It offers
free shipping within India on all products It can ship
internationally to all major countries.
 Technological: Myntra maintains its website which
provides the only means by which a customer can
make a purchase.
To maintain, upgrade and improve the website and
the user experience, Myntra employees many
computer science engineers and experienced
professionals.

Marketing
 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.

Value Chain Analysis
 Firm Infrastructure -The basic requirement of
Myntra was for the office to reflect youthfulness,
freshness, and vibrancy while incorporating fashion
as the overall theme. The design team left no stone
unturned in making this dream a reality.
 Human resource management- is one such support
activity that can make or break any organisation in
the long run. It is a very employee friendly
organisation. The firm focuses on work-life balance.
 Technology- Its technology allows online retail to be
possible by hosting the website in which the
customer can browse through the online catalogue,
choose what he wants to buy, make online payment
and receive the goods at his/her doorstep.

Competitive Advantage
 Competitive advantage in any e-commerce business
can be due to a cost leadership or product
differentiation or both.
 In the case of Myntra the competitive advantage is
mostly due to cost leadership
 In special cases it also enjoys competitive advantage
due to product differentiation. In case of IPL t-
shirts the buyer can get his/her name imprinted on
it. Also Myntra’s business model up till 2009 was of
customized t-shirts and mugs etc which allowed it to
have product differentiation.

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.

Myntra

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