It involv es using technology to organize, automate, and synchronize business processesprincipally sales activities, but also those for marketing, customer service, and technical support. Amazon is likely to face fierce competition from other ecommerce players such as ebay and flipkart and thus, the company should keep monitoring their competitive. Dec, 2010 customer relationship management crm is a widelyimplemented strategy for managing a companys interactions with customers, clients and sales prospects. It is the second most preferred websites by the people who look for shopping online in india. Flipkart first a paid membership scheme which extends loyalty benefits is a strategy to win the loyalty of customers in the extremely competitive e commerce space but the strategy must be re directed to make flipkart first as a. A customer centric approach to management flipkart can be said to be the pioneer in initiating the sceptical indian shopper into online. By exploring, describing and somewhat explaining companies objectives of crm and their crm processes as well as how the organization is affected by crm, achieves the overall purpose of the study. Marketing management created 4 years ago updated 4 years ago by krunal dhabhi 0 comments, 1865 views the indian ecommerce market was worth 75,000 crore, in 20, according to a joint report by kpmg. The book entitled customer relationship management aims to help managers in establishing successful customer relationships. This straightforward and easytoread text provides students of management and business studies with a thorough understanding of fundamental abilities and strategies that lead to the successful implementation of practice of crm customer relationship management, regarded as the wonder solution to all the problems encountered by marketers. The book effectively blends together the theoretical and practical concepts of crm that help readers to achieve a thorough understanding of the subject matter. Flipkarts corporate group offers a span of opportunities around human resource management, legal, communications, business strategy, finance and it. The concise and accessible style of the book is suitable for business professionals and students pursuing management courses.
Flipkart s merchandising section including myntra as well as its electronics segment is a star in the bcg matrix. Today i want to distinguish the crm of and through a small case. Customer relationship management is an important tool to retain customers and to make them loyal. Implementing crm before creating a customer strategy crm only after a customer strategy is implemented. Customer relationship management emerging concepts, tools and applications by jagdish n seth. I enrolled to the stanford university technology entrepreneurship course and finished my first assignment today. Our ambition in india is to become everything for everyone, said amit agarwal, head of amazon in india. According to data from three independent platforms, amazons app and website are more popular than rival flipkarts offerings. Customer relationship management crm is a widelyimplemented strategy for managing a companys interactions with customers, clients and sales prospects. A case study on supply chain management by flipkart by neetu. Initially flipkart did not have a 30days guarantee which customers expected in case of electronics. Sfa transforms repetitive and routine manual processes to. Crm 101 building a great customer relationship management strategy longterm success requires a great customer relationship management strategy.
This text continues to focus on the importance of employing different sales strategies for different consumer groups, as well as. The ability to understand customer needs and accurately predict customer behavior realizing greater value from customer contact. Its a wonderful book on crm and perhaps the best among the options available in the market. Starting with durga puja, dussehra and ending with diwali, the period that lasted more than a month, was a gala time for consumers and also for businesses both offline and online. Its slogan, the online megastore is very apt and popular. Flipkart has built its pricing model in such a way so that it competes with other ecommerce players. The tremendous growth seen by the e commerce companies is seen because of the rising internet and mobile phone penetration in our country. Customer relationship management research india publications. So how did amazons crm take it from its humble roots as an online bookseller to unfettered digital dominance.
Flipkart was among the few ecommerce sites and people expected it to be selling the ebooks and pdf of books too. Flipkart can be said to be the pioneer in initiating the sceptical indian shopper into online retailer. They have acquired companies like myntra, jabong, appiterate, letsbuy, mine360, weread and the latest one being upibased payments startup phonepe. Flipkart a major indian e tail company in a short span of time has. Competitive companies are undertaking the introspective soulsearching necessary to let customers not marketing or research and development direct the future. The festival period that started from early last month has more or less come to an end for a majority of indians. Product and brand management strategy for flipkart marketing. It sat out the indian ecommerce game for nearly a year. Providing good customer service enables flipkart to enjoy high levels of customer. I would say that uses a configuration of apis from multiple crm application to streamline their various activities. As indians are being accustomed to online purchases, they have contributed towards the success. Flipkart marketing mix 4ps flipkart marketing strategy. By following the marketplace model flipkart reduced the price by forcing the sellers to compete among themselves to provide the cheaper product. Crm strategy the goals of audis crm strategy are to improve directly the customers acquisition levels and loyalty.
May 29, 2019 flipkart is one of the top 3 ecommerce companies of india. Customer relationship management crm is the basis behind all of these useful features. History of flipkart flipkart was founded in 2007 by sachin bansal and binny bansal, both alumni of the indian institute of technology delhi. Sales management blends the most recent sales management research with reallife best practices of leading sales organizations. Amazon provides all kinds of products customer needs in one place and the purchase process on website is made easy by the company through features like oneclick purchase and card storing for future purchases. Mar 04, 2016 hence creating a personal attachment with the customers extend the services of flipkart first for loyal customers. Flipkart declared to invest usd 34 billion inr 19,50026,000 cr. I picked flipkart and here are the reasons i think it succeeded your thoughts. Pdf this is a academic level case study on information systems, business strategies and ecrm system used by amazon for their online activities find, read and cite all the research you. Customer relationship management crm can help organizations manage customer interactions more effectively to maintain competitiveness in the present economy. Flipkart is one of the top 3 unicorns from india in the online selling space. The assignment was to pick a local startup and mention 5 reasons for its success. Flipkart initially started with selling books online but has diversified today into a generic ecommerce website, selling cdsdvds, mobile phones and electronics. Social crm would be strategic of all, as many indians are comfortable in.
Dec, 2017 customer relationship management crm is the basis behind all of these useful features. Between november 2016 and october 2017 the 12month period for which the latest data is available amazon was consistently ahead of softbankfunded flipkart on desktop and mobile browser visits, app downloads and average daily active app users. Global ecommerce giant amazon said it would continue to focus on every geographic segment of indias online retail market just days after homegrown rival flipkart earmarked the countrys vast rural hinterland and smaller cities as its future growth markets. Article pdf available in international journal of advanced research 58. Marketing strategy of flipkart flipkart strategic analysis.
Flipkart with its innovative digital marketing have created a niche market in online. Flipkart marketing mix 4ps strategy mba skoolstudy. Technology and engineering are at the core of flipkarts success story. Segmentation analysis helps to achieve specific market goals the new york times first research in 90s gave results contradictory to their traditional values.
Today as it stands, sachin bansal is the chairman of the company and binny bansal is the ceo of flipkart. Flipkart addressed this issue by launching their own supply chain management system to deliver orders in a timely fashion. Jan 17, 2018 according to data from three independent platforms, amazons app and website are more popular than rival flipkart s offerings. The ecommerce company created ekart as a separate brand to serve ws retail, the b2c side of flipkart, in april 20 and currently reaches consumers in about 150 cities. Customer relationship management crm at samsung company. Startup description of business in simple words, read more. Hence creating a personal attachment with the customers extend the services of flipkart first for loyal customers. Maintaining a strong relationship between your sales and customer service team and consumers is one of the biggest assets that crm technology can influence. The product strategy and mix in flipkart marketing strategy can be explained as follows. Flipkart has built itself on the core foundations of reliability, quickness, credibility, variety and quality. In a country where online payment is flaky at best, with 2530% failure rates, flipkarts practice of calling up customers whose transactions did not go through was a stroke of brilliance. Singh has explained in detail how important it is to show discounts along with the types of discounts. Amazon has built its own crm software inhouse, meaning it is tailored to its own exact requirements and needs. Crm initiatives around the following four components setting the strategy.
Flipkart was founded in 2007 by sachin bansal and binny bansal, both alumni of the indian institute of technology delhi. The marketing mix of flipkart shows the 4 ps of one of the best and fastest rising e commerce portal of india. This ppt is about customer retaionship management of flipkart. Oct 11, 2018 it sat out the indian ecommerce game for nearly a year. The crm strategy is interrelated with the brand, sales and it strategies for audi and the vw group. This thesis aims to study how customer relationship management crm is used in companies. The tremendous growth seen by the ecommerce companies is seen because of the rising internet and mobile phone penetration in our country.
A customer centric approach to management flipkart can be said to be the pioneer in initiating the sceptical indian shopper into online retailer. Flipkart uses its inhouse logistics known as ekart. Other benefits that add to the user experience on amazon website include product. Marketing marketing management created 4 years ago updated 4 years ago by krunal dhabhi 0 comments, 1865 views the indian ecommerce market was worth 75,000 crore, in 20, according to a joint report by kpmg. Inside the digital strategy of amazon, flipkart and snapdeal. Identifying the customers that the company wants based on its existing business model and corporate mission gaining customer insights.
The salience of product advertising programs, deciding the type of products to be. Customer relationship management is a comprehensive strategy and process of acquiring, retaining and partnering with selective customers to create superior value for the company and the customer. Promotion strategies for flipkart, snapdeal, amazon etc. Customer relationship management crm can help organizations.
Three crm implementation case studies you can learn from. You can learn from their mistakes by making sure that your crm strategy is influenced by all of your customers, current and new. Can snapdeal take on flipkart, amazon, and paytm in india. Inside the digital strategy of amazon, flipkart and. This text continues to focus on the importance of employing different sales strategies for different consumer groups, as well as integrating corporate, business, marketing, and sales strategies. Antecedents and consequences of social crm strategies adopted. Sales rose by 31% last year, resulting in a total annual revenue of almost 125 billion pounds. The crm would applied in the various aspects of the daily operations such as 1. As more and more organizations realize the significance of becoming customercentric in todays competitive era, they adopted crm as a core business strategy and invested. Flipkart story history, founder, founded, ceo ecommerce. Product and brand management strategy for flipkart.
Complaint management and service recovery strategy. Aug 04, 2016 i would say that uses a configuration of apis from multiple crm application to streamline their various activities. Pdf assessing the impact of social crm strategies adopted by. Below is the pricing strategy in flipkart marketing strategy. Indian consumers expected the payment mode to be debitcredit cards and not cash on delivery. The language of the book is the best and extremely lucid. The contents are the most comprehensive one and with good amount of cases that makes this book special. It may take time, effort, and a few trips back to the drawing board, but if you make it a point to develop the right strategy, youll find that crm has the potential to perfect your relationships with those who keep you in business. With a strategy, here is how to decide which crm is right for you. Flipkart is one of the top 3 ecommerce companies of india.
Crm 101 building a great customer relationship management. Audi started by analyzing core competencies and setting performance targets. Flipkart download and upload project reports related to. An excellent marketing strategy by flipkart marketing team to increase the sales great customer retention rate flipkarts reason of success is that it has a great customer retention rate, it has around 15 lac individual customers and more than 70% customers are repeat customers i. Crm is not just about the implementation of a technological solution but also about developing strategic relationships and analyzing crm data to understand customers. Flipkart can be considered as a service platform which acts as an interface between sellers and buyers.
According to comscore and amazon claims, flipkart lost its number one position to amazon. An insight into business model of flipkart indias e. A case study on supply chain management by flipkart by. Flipkart has been making a series of strategic investments and acquisitions to stay on top of the cutthroat eretail space and may be due to its speculated ipo in the coming years. Crm at flipkart customer relationship management consumer. Operations team operations team deals with all the supply chain aspects of the company right from procurement. May 06, 20 while the other ecommerce players in india were spending heavily on high decibel marketing, flipkart put its money in customer service. They worked for, and left to create their new company incorporated in october 2007 as flipkart online services pvt. Sfa transforms repetitive and routine manual processes to automated processes, which helps. Nov 20, 2015 inside the digital strategy of amazon, flipkart and snapdeal during this festive period we take a look at the digital marketing strategies adopted by amazon india, flipkart and snapdeal during the festival period for their big billion day and diwali sales. Amazons world class customer relationship management crm strategy.
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