DIGITAL MARKETING PRACTICES

E-COMMERCE INDUSTRY

Submitted to: DR. KRISHNA AKALAMKAMSubmitted by:

ASHISH PANDEY (16DM046)ASHISH PAWAR (16DM047)AMAN VERMA (16DM020)HIMANSHU MALHOTRA (16DM086)GAURAV DAGA (16DM078)

E-COMMERCE

E-commerce stands for Electronic commerce.

It is a type of business model that enables a firm or individual to conduct

business over an electronic network.

It operates in all four of the major market segments: business to business,

business to consumer, consumer to consumer and consumer to business.

The e-commerce sector in India has grown by 34% (CAGR) since 2009 to

touch 22 billion USD in 2015.

Paytm was founded by One97 communications in 2010 and headquartered in

Noida.

Paytm is an acronym for “Pay through Mobile”.

Idea behind this was of Mr. Vijay Shekhar Sharma, CEO of Paytm.

Backed up by Alibaba group and Mr. Ratan Tata.

20 million new users registered in 50 days during demonetisation, taking the

total number of registered users to 170 million.

Loss of 372 crore in FY2015 and Loss of 1,549 crore in FY2016.

Major competitors are Freecharge, Mobikwik, Amazon, Flipkart etc.

Good Practices Bad Pract icesGiving more discounts/cashbacksE-commerce & Mobile Wallet together

High Bank Cost

Heavy advertising costs for customer acquisition

Capitalized on IMPS transfer protocol

Only ~5% of traffic from Social Media, Email

and Display combined together

~95% of traffic from SEO, SEM, Direct and

Referral Marketing

Covered maximum vendors

Reason for Success•First mover advantage in the mobile industry • Flawless service & dynamic capability

•Good customer care service • Tie ups with famous merchandises

•Easy to use & PCI DSS certified • Effective promotional ads #PaytmKaro

BookMyShow was founded by Mr. Ashish Hemrajni in 2007,

headquartered in Maharashtra.

It is India’s biggest online ticketing brand.

Provide services such as Movies, Plays, Events and Sports

tickets.

Partnership with major cinema chains like Inox, Big Cinemas,

Cinemax, Fun Cinemas etc.

85% of all cinema tickets sold online are booked on

BookMyShow

Good Practices Bad Pract icesGiving more discounts/cashbacks

Creating special marketing campaigns for

new movies.Heavy advertising costs for customer

Only ~16% of traffic from SM, Email,

Referrals and Display combined together

~84% of traffic from SEO, SEM and Direct

Venture funding from big companies

Reason for Success•Ease of using • International presence

•Beautiful use of Social Media • Tie ups with major cinema chain

Lenskart is India’s leading online shopping portal for eyewear.

Founded in 2010 by an ex-Microsoft 'techie’

Unique offerings like designed physical stores and home eye check up

service on one call.

Received 150 crore funding from one overseas company.

Lenskart claims to make three units in 50 seconds, at 10 times more

precision.

Adding 250 brick-and-mortar stores every year

Good Practices Bad Pract icesNot concentrating on Affiliate marketing.Triggered mailers

SEO is not effective as others.10X growth in email traffic in 6 months

Only ~3% of traffic from Email and Display

combined together.

~85% of traffic from SEO, SEM, Direct and

Referral Marketing and ~9.43% from Social

Media.

Reason for Success

•Innovative optical store • Lenses made by robots

•Covers online, shops & home visit • Great customer support

MakeMyTrip is India’s leading online travel portal founded in 2000

by Ms. Deep Kalra.

Offers the broadest selection of travel products and services in

India

Dominant market-leader with 47% market-share

Have offices in 20 cities across India and 2 international offices in

New York and San Francisco

Gross value of its bookings has jumped 62% to $1.68 billion on atrailing 12-month basis

Good Practices Bad Pract icesGiving more discounts/cashbacks

Marketing both online & offline

General Reluctance in customers

Only ~6% of traffic from SM, Email, ,Display

combined together

~94% of traffic from SEO, SEM, Referrals

and Direct

Very effective SEO

Reason for Success•Ease of using • Good use of ERP & CRM

•Amadeus web services • Tie ups with major hotel chain

Amazon is leading online shopping portal over the world, founded in 1995 by

Jeff Bezos.

Amazon launched its India marketplace in June 2013

Offering two seller programs in India: 1) Selling on Amazon; and 2) Fulfilment

by Amazon (FBA).

Overtaken all the rivals like Flipkart, Snapdeal, Paytm in overall web trafficPredicted $475MM in incremental Gross Profit by 2018

Good Practices Bad Pract icesInexperienced at dealing with Indian sellers Online advertising techniques

Marketing through Mails is very weak Marketing automation

Only ~5% of traffic from Email and Display

combined together.

~95% of traffic from SEO, SEM, Direct and

Referral Marketing.

Reason for Success

•International brand • Can compete with anyone in price war

•Reach, Act and Engage • Efficient supply chain

COMPARISONDigital Marketing

Parameters Paytm Bookmyshow LensKart Makemytrip Amazon

Domain Created 23/06/2009 21/02/2007 10/04/2010 08/05/2005 02/11/2005

Country Rank #13 #34 #613 #53 #5

Avg. Visit 42 Million 29.4Million 2.10 Million 26.1 Million 198.70 Million

Avg. Visit

Duration

00:06:56 00:04:43 00:05:52 00:05:46 00:07:20

Avg. Page/Visit 5.91 05:20 06:26 4.73 8.81

Bounce Rate 28.75% 32.59% 36.08% 34.82% 32.05%

Mobile Downloads 19,00,00,000 3,40,00,000 1,00,00,000 15,00,00,000 850,00,00,000

COMPARISON

Social Media

Likes/Followers Paytm Bookmyshow LensKart Makemytrip Amazon

Facebook 15,40,508 6,314,050 13,31,139 20,23,747 5,691,752

YouTube 64,371 5582 1,510 23,339 1,91,966

Twitter 3,00,506 300K 18,000 59,000 5,16,000

LinkedIn 51,859 16405 6,796 63,783 20,09,137

Google+ 69,022 701053 2,55,621 7,838 7,71,228

Instagram 85,683 13.7K 19,800 9,954 1,41,000

Pinterest 1,083 1.3K 211 1,200 49,300

THANK YOU