A

MINOR PROJECT REPORT

ON

Digital Marketing Campaigns

(MYNTRA)
Submitted in the partial fulfillment of the degree of

Bachelor of Business Administration ( CAM)

(2022-2023)

SUBMITTED BY:

BHUMIKA GANOTRA
00121001921

Under the guidance of

MS. SHAILJA KHOSLA

(Sr. Assistant Professor)

Ideal Institute of Management & Technology

(16 X, Karkardooma Institutional Area, Delhi-92)
 CERTIFICATE

This is to certify that Project Report titled, “THE DIGITAL MARKETING

CAMPAIGNS” is bonafide work carried out by BHUMIKA GANOTRA
Student of BBA (CAM), Ideal Institute of Management and Technology
(affiliated to GGSIP University, Delhi) in partial fulfilment of the requirement
for the award of degree of Bachelor of Business Administration (CAM), under
my guidance & direction. To the best of my knowledge and belief the data &
information presented by her in the project report has not been submitted for the
award of any other degree.

MS. SHAILJA KHOSLA

Sr. Assistant Professor
 ACKNOWLEDGEMENT

I am writing this final Project for the program of Bachelor of Business

Administration (CAM) on “THE DIGITAL MARKETING CAMPAIGNS”
for Ideal Institute of Management and Technology, affiliated to Guru Gobind
Singh Indraprastha University.

It has been a great challenge but a plenty of learning and opportunities to gain a
huge amount of knowledge on the way of writing this project report. I could not
have completed my project without the constant guidance of MS. SHAILJA
KHOSLA our faculty guide, who helped me along the way and was always
prepared to give me feedback and guidelines whenever I needed it.

Student Name: BHUMIKA GANOTRA

Enroll no.: 00121001921

[BHUMIKA GANOTRA]
[BBA CAM-4]
 CONTENTS
REPORT STRUCTURE:
I Cover and Title page
 Acknowledgement
 Table of contents

II Plan of the Study (Chapterisation)

2.1 Introduction
2.2 Objective of the study
2.3 Literature review And/or Theoretical Background
III Company Profile
IV Research Methodology
•Sample size
•Methods of data collection
V data Collection and Data Analysis
VI Findings & Conclusion
VII SuggestionS & Recommendations
VIII Bibliography
Introduction to Digital Marketing
Digital marketing is the use of digital technologies and platforms to
promote products and services, as well as to connect with potential
customers. It is an incredibly versatile and powerful tool that can be used
in various ways to reach people worldwide. Digital marketing utilizes
multiple digital technologies to deliver promotional messages, such as
mobile phones, computers, and other digital media and platforms. It can
be used for B2B (Business to Business) and B2C (Business to
Consumer) marketing, depending on the goal and objectives of the
campaign. Digital marketing offers unique advantages such as greater
reach, improved targeting, personalized messaging, and better ROI
(Return on Investment). It also allows businesses to stay up-to-date with
marketing trends and technologies. With the right strategies and tactics,
companies can leverage digital marketing to increase their visibility and
reach a larger audience.
Digital marketing has become a popular way of reaching out to potential
customers, as it is efficient, cost-effective and provides more control over
the targeting of advertisements. Digital marketing channels such as
search engine optimization (SEO), pay-per-click (PPC), social media
marketing (SMM) and email marketing are used to create and deliver
marketing messages, as well as measure the success of campaigns.

Some key facts on digital marketing include the following:

 Compared to $491.70 billion in 2021, the amount spent on digital

advertising in 2022 increased by 16.2%.
 Organic search is the most popular form of digital media, accounting
for 34% of all online traffic.
 Companies are expected to invest an average of 9% of their total
marketing budget in digital channels.
 Mobile advertising will account for over half of all digital ad spending
this year.
 Email campaigns have an average return on investment (ROI) of $44
for every dollar spent.
 Video content is growing faster than any other type of online content,
with 87% of marketers using video content in their campaigns.
 Digital marketing campaigns can be tracked, measured, and
optimized at any time, allowing marketers to adjust strategies as
needed.
Digital marketing is the act of promoting products and services through
digital channels, such as social media, SEO, email, and mobile. It is a
form of marketing that helps businesses to reach their target audiences,
build relationships, and boost sales through digital channels. Digital
marketing utilizes a combination of tools such as analytics, social media,
content marketing, search engine optimization (SEO), search engine
marketing (SEM), email marketing, mobile marketing, and more to create
an effective digital presence.
Digital marketing is a powerful way for businesses to reach their target
customers and engage with them in meaningful ways. It enables
businesses to create personalised messages for their customers,
increasing the likelihood of message recall and purchase intent.
Additionally, businesses can leverage digital channels to track customer
behaviour and identify areas of opportunity. By using digital analytics
and other data-driven techniques, marketers can better understand their
customers’ needs and preferences and tailor their offerings accordingly.
Digital marketing also gives businesses access to a larger audience than
traditional marketing channels due to its ability to reach people across
the globe. From creating engaging content to delivering targeted ads
with precision, digital marketing is an essential tool for driving business
growth and success. It offers businesses the opportunity to reach a large
audience in efficient ways while providing customers with personalized
messages that build long-lasting relationships.
Digital marketing is an important component of any successful business
strategy. It allows companies to reach a wider audience and create a
personalized connection with customers. It also provides businesses
with an opportunity to engage with customers on a more personal level,
creating a sense of trust and loyalty. Additionally, digital marketing gives
businesses access to real-time analytics, enabling them to make
informed decisions and track the success of their campaigns. The
benefits of digital marketing include increased brand awareness,
improved customer engagement, lower marketing costs, increased
customer loyalty, and higher ROI. Furthermore, digital marketing can
potentially increase sales and profits, as well as build lasting
relationships with customers. By leveraging the power of digital
marketing, businesses can effectively reach their target audience and
drive growth.
Digital marketing covers a wide range of activities, and as such there are
a variety of digital marketing tools available to help you to reach your
goals. From email and social media marketing to paid search, display
advertising, and more, there are a variety of digital channels that can be
used to help you reach your target audience. It’s important to understand
the different types of digital tools and channels in order to develop an
effective digital marketing strategy.
Email marketing is one of the oldest forms of digital marketing, and it
involves sending emails to customers with the goal of driving
engagement and sales. Email campaigns can be used to nurture leads,
acquire customers, and increase brand awareness. Social media is
another powerful tool for digital marketers, allowing them to reach their
target audiences with engaging content, drive traffic to their websites,
and build relationships with their customers. Paid search and display
advertising are also effective digital marketing tools for helping
businesses to reach their target audiences with relevant messages and
offers.
Content marketing is another important part of digital marketing, and it
involves creating content that is valuable, entertaining or educational in
order to engage customers and build relationships. Content can be
created in the form of blogs, videos, info graphics, e-books, webinars
and more. SEO (search engine optimization) is also key in digital
marketing as it helps businesses to appear higher in search engine
results pages when potential customers are searching for relevant terms.
Finally, online public relations can be an effective tool for.
Digital marketing is an ever-evolving and dynamic field of marketing. As
technology advances and marketing tools become more sophisticated,
the need for digital marketers to stay ahead of the curve is essential.
Understanding the importance of digital marketing, its various types and
tools, as well as how to develop a successful digital marketing strategy,
will help any business or organization reach their goals. Digital marketing
is not just about creating content, but also about understanding the
customer journey and developing a plan that will be effective in reaching
the target audience. In order to be successful, digital marketers must
remain agile and stay up to date with the latest trends and changes in
the field.
any marketing that uses electronic devices and can be used by
marketing specialists to convey promotional messaging and measure its
impact through your customer journey. In practice, digital marketing
typically refers to marketing campaigns that appear on a computer,
phone, tablet, or other device. It can take many forms, including online
video, display ads, search engine marketing, paid social ads and social
media posts. Digital marketing is often compared to “traditional
marketing” such as magazine ads, billboards, and direct mail. Oddly,
television is usually lumped in with traditional marketing.
Did you know that more than 3 quarters of Americans go online on a
daily basis? Not only that, but 43% go on more than once a day and
26% are online “almost constantly.”

These figures are even higher among mobile internet users. 89% of
Americans go online at least daily, and 31% are online almost
constantly. As a marketer, it’s important to take advantage of the digital
world with an online advertising presence, by building a brand, providing
a great customer experience that also brings more potential customers
and more, with a digital strategy.

A digital marketing strategy allows you to leverage different digital

channels–such as social media, pay-per-click, search engine
optimization, and email marketing–to connect with existing customers
and individuals interested in your products or services. As a result, you
can build a brand, provide a great customer experience, bring in
potential customers, and more.

Digital marketing, also called online marketing, is the promotion of

brands to connect with potential customers using the internet and other
forms of digital communication. This includes not only email, social
media, and web-based advertising, but also text and multimedia
messages as a marketing channel.

Essentially, if a marketing campaign involves digital communication, it's

digital marketing

Digital marketing and inbound marketing are easily confused, and for
good reason. Digital marketing uses many of the same tools as inbound
marketing—email and online content, to name a few. Both exist to
capture the attention of prospects through the buyer’s journey and turn
them into customers. But the 2 approaches take different views of the
relationship between the tool and the goal.

Digital marketing considers how individual tools or digital channels

can convert prospects. A brand's digital marketing strategy may
use multiple platforms or focus all of its efforts on 1 platform. For
example, a company may primarily create content for social media
platforms and email marketing campaigns while ignoring other digital
marketing avenues.

On the other hand, inbound marketing is a holistic concept. It considers

the goal first, then looks at the available tools to determine which will
effectively reach target customers, and then at which stage of the sales
funnel that should happen. As an example, say you want to boost
website traffic to generate more prospects and leads. You can focus on
search engine optimization when developing your content marketing
strategy, resulting in more optimized content, including blogs, landing
pages, and more.

The most important thing to remember about digital marketing and

inbound marketing is that as a marketing professional, you don’t have to
choose between the 2. In fact, they work best together. Inbound
marketing provides structure and purpose for effective digital marketing
to digital marketing efforts, making sure that each digital marketing
channel works toward a goal.

Any type of marketing can help your business thrive. However, digital
marketing has become increasingly important because of how
accessible digital channels are. In fact, there were 5 billion internet users
globally in April 2022 alone.

From social media to text messages, there are many ways to use digital
marketing tactics in order to communicate with your target audience.
Additionally, digital marketing has minimal upfront costs, making it a
cost-effective marketing technique for small businesses

Examples of online digital marketing include:

 Search engine optimization (SEO): optimizing a website to improve its
visibility and ranking on search engines like Google.
 Pay-per-click advertising (PPC): paying for advertisements to appear
on search engine results pages or social media platforms.
 Social media marketing: creating and sharing content on social media
platforms like Facebook, Twitter, and Instagram to increase brand
awareness and engagement.
 Content marketing: creating and sharing valuable content, such as
blog posts, e-books, or videos, thus attracting and retaining a specific
audience.
In recent years, digital marketing has exploded onto the marketing
scene, and its effects have been anything but small. Traditional
marketers and old-school companies have struggled to keep up with the
ever-changing world of internet marketing while customers, leads, and
clients have become more adept in this new landscape. But companies
can’t afford to ignore changes in the way people look to buy, and that is
why they have stepped into the modern way of marketing.

Digital marketing is the practice of promoting products or services with

the help of digital devices and technology.

In simple words, digital marketing is any form of marketing that occurs

online with the help of mobile, laptop, internet, etc. In addition to digital
signage and technology that may not be connected to the internet. It can
range from anything as complex as automated email
marketing initiatives all the way down to the content choices on your
website’s blog.

Now, you know what digital marketing is, so let's proceed and know the
types of digital marketing.
Digital marketing is the component of marketing that uses
the Internet and online-based digital technologies such as desktop
computers, mobile phones and other digital media and platforms to
promote products and services.[2][3] Its development during the 1990s
and 2000s changed the way brands and businesses use technology
for marketing. As digital platforms became increasingly incorporated into
marketing plans and everyday life,[4] and as people increasingly use
digital devices instead of visiting physical shops,[5][6] digital marketing
campaigns have become prevalent, employing combinations of search
engine optimization (SEO), search engine marketing (SEM), content
marketing, influencer marketing, content automation, campaign
marketing, data-driven marketing, e-commerce marketing, social media
marketing, social media optimization, e-mail direct marketing, display
advertising, e-books, and optical disks and games have become
commonplace. Digital marketing extends to non-Internet channels that
provide digital media, such as television, mobile phones
(SMS and MMS), call back, and on-hold mobile ring tones.[7] The
extension to non-Internet channels differentiates digital marketing
from online marketing.[8] Digital marketing effectively began in 1990
when the Archie search engine was created as an index for FTP sites. In
the 1980s, the storage capacity of computers was already big enough to
store huge volumes of customer information. Companies started
choosing online techniques, such as database marketing, rather than
limited list broker.[9] Databases allowed companies to track customers'
information more effectively, transforming the relationship between buyer
and seller.
In the 1990s, the term digital marketing was coined.[10] With the
development of server/client architecture and the popularity of personal
computers, Customer Relationship Management (CRM) applications
became a significant factor in marketing technology.[11] Fierce
competition forced vendors to include more service into their software,
for example, marketing, sales and service applications. Marketers were
also able to own online customer data through eCRM software after the
Internet was born. This led to the first clickable banner ad going live in
1994, which was the "You Will" campaign by AT&T and over the first
four months of it going live, 44% of all people who saw it clicked on the
ad.[12][13]

In the 2000s, with increasing numbers of Internet users and the birth
of iPhone, customers began searching products and making decisions
about their needs online first, instead of consulting a salesperson, which
created a new problem for the marketing department of a company.[14] In
addition, a survey in 2000 in the United Kingdom found that most
retailers had not registered their own domain address. These problems
encouraged marketers to find new ways to integrate digital technology
into market development.
In 2007, marketing automation was developed as a response to the
ever-evolving marketing climate. Marketing automation is the process by
which software is used to automate conventional marketing processes.
[16]
Marketing automation helped companies segment customers,
launch multichannel marketing campaigns, and provide personalized
information for customers., based on their specific activities. In this way,
users' activity (or lack thereof) triggers a personal message that is
customized to the user in their preferred platform. However, despite the
benefits of marketing automation many companies are struggling to
adopt it to their everyday uses correctly.
Digital marketing became more sophisticated in the 2000s and the
2010s, when the proliferation of devices' capable of accessing digital
media led to sudden growth. Statistics produced in 2012 and 2013
showed that digital marketing was still growing. With the development
of social media in the 2000s, such
as LinkedIn, Facebook, YouTube and Twitter, consumers became highly
dependent on digital electronics in daily lives. Therefore, they expected a
seamless user experience across different channels for searching
product's information. The change of customer behavior improved the
diversification of marketing technology
The term "Digital Marketing" was coined in the 1990's. Digital marketing
was formally known as and referred to as 'online marketing', 'internet
marketing' or 'web marketing'. Worldwide digital marketing has become
the most common used term and took off in the business industry,
especially after the year 2013. But in other countries like Italy, digital
marketing is still known as web marketing.
Digital media growth was estimated at 4.5 trillion online ads served
annually with digital media spend at 48% growth in 2010. An increasing
portion of advertising stems from businesses employing Online
Behavioural Advertising (OBA) to tailor advertising for internet users, but
OBA raises concern of consumer privacy and data protection.
Combined with higher consumer knowledge and the demand for more
sophisticated consumer offerings, this change has forced many
businesses to rethink their outreach strategy and adopt or incorporate
Omni channel, nonlinear marketing techniques to maintain sufficient
brand exposure, engagement, and reach.
 Ineffective forms of digital
marketing
Digital marketing activity is still growing across the world according to the
headline global marketing index. A study published in September 2018,
found that global outlays on digital marketing tactics are approaching
$100 billion. Digital media continues to rapidly grow. While the marketing
budgets are expanding, traditional media is declining. Digital media helps
brands reach consumers to engage with their product or service in a
personalized way. Five areas, which are outlined as current industry
practices that are often ineffective are prioritizing clicks, balancing
search and display, understanding mobiles, targeting, view ability, brand
safety and invalid traffic, and cross-platform measurement.]Why these
practices are ineffective and some ways around making these aspects
effective are discussed surrounding the following points.
Prioritizing clicks
Prioritizing clicks refers to display click ads, although advantageous by
being ‘simple, fast and inexpensive’ rates for display ads in 2016 is only
0.10 percent in the United States. This means one in a thousand click
ads is relevant therefore having little effect. This displays that marketing
companies should not just use click ads to evaluate the effectiveness of
display advertisements.
Balancing search and display
Balancing search and display for digital display ads is important.
Marketers tend to look at the last search and attribute all of the
effectiveness of this. This, in turn, disregards other marketing efforts,
which establish brand value within the consumer's
mind. ComScore determined through drawing on data online, produced
by over one hundred multichannel retailers that digital display marketing
poses strengths when compared with or positioned alongside, paid
search.] This is why it is advised that when someone clicks on a display
ad the company opens a landing page, not its home page. A landing
page typically has something to draw the customer in to search beyond
this page. Commonly marketers see increased sales among people
exposed to a search ad. But the fact of how many people you can reach
with a display campaign compared to a search campaign should be
considered. Multichannel retailers have an increased reach if the display
is considered in synergy with search campaigns. Overall, both search
and display aspects are valued as display campaigns build awareness
for the brand so that more people are likely to click on these digital ads
when running a search campaign.
Understanding Mobiles
Understanding mobile devices is a significant aspect of digital marketing
because smartphones and tablets are now responsible for 64% of the
time US consumers are online. Apps provide a big opportunity as well as
challenge for the marketers because firstly the app needs to be
downloaded and secondly the person needs to actually use it. This may
be difficult as ‘half the time spent on smartphone apps occurs on the
individuals single most used app, and almost 85% of their time on the
top four rated apps’. Mobile advertising can assist in achieving a variety
of commercial objectives and it is effective due to taking over the entire
screen, and voice or status is likely to be considered highly. However,
the message must not be seen or thought of as intrusive. Disadvantages
of digital media used on mobile devices also include limited creative
capabilities, and reach. Although there are many positive aspects
including the user's entitlement to select product information, digital
media creating a flexible message platform and there is potential for
direct selling.[
Cross-platform measurement
The number of marketing channels continues to expand, as
measurement practices are growing in complexity. A cross-platform view
must be used to unify audience measurement and media planning.
Market researchers need to understand how the Omni-channel affects
consumer's behaviour, although when advertisements are on a
consumer's device this does not get measured. Significant aspects to
cross-platform measurement involve de duplication and understanding
that you have reached an incremental level with another platform, rather
than delivering more impressions against people that have previously
been reached. An example is ‘ESPN and ComScore partnered on
Project Blueprint discovering the sports broadcaster achieved a 21%
increase in unduplicated daily reach thanks to digital advertising’.
Television and radio industries are the electronic media, which competes
with digital and other technological advertising. Yet television advertising
is not directly competing with online digital advertising due to being able
to cross platform with digital technology. Radio also gains power through
cross platforms, in online streaming content. Television and radio
continue to persuade and affect the audience, across multiple platforms.
Targeting, view ability, brand safety, and invalid traffic
Targeting, view ability, brand safety, and invalid traffic all are aspects
used by marketers to help advocate digital advertising. Cookies are a
form of digital advertising, which are tracking tools within desktop
devices, causing difficulty, with shortcomings including deletion by web
browsers, the inability to sort between multiple users of a device,
inaccurate estimates for unique visitors, overstating reach,
understanding frequency, problems with ad servers, which cannot
distinguish between when cookies have been deleted and when
consumers have not previously been exposed to an ad. Due to the
inaccuracies influenced by cookies, demographics in the target market
are low and vary. Another element, which is affected by digital
marketing, is ‘view ability’ or whether the ad was actually seen by the
consumer. Many ads are not seen by a consumer and may never reach
the right demographic segment. Brand safety is another issue of whether
or not the ad was produced in the context of being unethical or having
offensive content. Recognizing fraud when an ad is exposed is another
challenge marketer’s face. This relates to invalid traffic as premium sites
are more effective at detecting fraudulent traffic, although non-premium
sites are more so the problem.[
Some studies indicate that consumer responses to traditional marketing
approaches are becoming less predictable for businesses. According to
a 2018 study, nearly 90% of online consumers in the United States
researched products and brands online before visiting the store or
making a purchase. The Global Web Index estimated that in 2018, a little
more than 50% of consumers researched products on social
media. Businesses often rely on individuals portraying their products in a
positive light on social media, and may adapt their marketing strategy to
target people with large social media followings in order to generate
such comments. In this manner, businesses can use consumers to
advertise their products or services, decreasing the cost for the
company.

The ICC Code has integrated rules that apply to marketing

communications using digital interactive media throughout the
guidelines. There is also an entirely updated section dealing with issues
specific to digital interactive media techniques and platforms. Code self-
regulation on the use of digital interactive media includes:

 Clear and transparent mechanisms to enable consumers to choose

not to have their data collected for advertising or marketing purposes;
 Clear indication that a social network site is commercial and is under
the control or influence of a marketer;
 Limits are set so that marketers communicate directly only when
there are reasonable grounds to believe that the consumer has an
interest in what is being offered;
 Respect for the rules and standards of acceptable commercial
behaviour in social networks and the posting of marketing messages
only when the forum or site has clearly indicated its willingness to
receive them;
 Special attention and protection for children
The ICC Code has integrated rules that apply to marketing
communications using digital interactive media throughout the
guidelines. There is also an entirely updated section dealing with issues
specific to digital interactive media techniques and platforms. Code self-
regulation on the use of digital interactive media includes:

 Clear and transparent mechanisms to enable consumers to choose

not to have their data collected for advertising or marketing purposes;
 Clear indication that a social network site is commercial and is under
the control or influence of a marketer;
 Limits are set so that marketers communicate directly
 CONCEPTUAL BACKGROUND ENGAGEMENT
MARKETING

It sometimes called experimental marketing , event marketing ,on ground

marketing , live marketing ,participation marketing and special events is
a marketing strategy that directly engages consumers and invites and
encourages them to participate in the evolution of a brand or a brand
experience . Rather than looking at consumers as passive receivers of
messages, engagement marketers believe that consumers should be
actively involved in the production and co- a creation of marketing
programs developing relationship with the brand.

Engagement marketing is the strategy and content required to create

meaningful customer interactions and build brand loyalty. It’s a cross-
channel, inbound marketing approach that includes:

 Email marketing
 Content marketing
 Social media marketing
 Marketing automation

When you implement engagement marketing, you create worthwhile

interactions with people. Imagine a great piece of content, designed to
make a tricky decision easier for a consumer, or a well-timed email
checking in with someone after they’ve recently made a purchase.
These can help build a personal rapport between brand and customer.

To do it, marketers use data to build a better impression of who their

customers are and their behaviour. This not only creates more
personalized interactions but brings the added benefit of moving
customers along the sales funnel quicker through targeted, strategic
user experiences.

Today’s advertising can be overwhelming for

consumers. Forbes estimates that most Americans are exposed to
between 4,000 and 10,000 advertising messages a day, out of which a
person will remember just a few.

This obviously presents a problem for marketers. Clearly, people don’t

like to be sold to, so how are we supposed to reach buyers?
For starters, we must keep in mind that just because people don’t like
marketing it doesn’t mean they aren’t making purchases. That means we
must reach potential buyers in a different way. That’s where engagement
marketing comes in.

Buyers today are armed with a wealth of information at their fingertips.

They don’t need ads to discover products, they can find them by
themselves.

In fact, it’s estimated that up to 90% of buyers are familiar with a brand
before they ever interact with it, so marketers must get ahead of the
curve. In our view, your most valuable asset isn’t your product, it’s your
customers.

The most successful companies succeed because they excel during

each stage of the customer lifecycle. This means:

✓ Acquiring new buyers

✓ Growing their lifetime value

✓ Converting buyers into advocates

Today, it's on marketers to become stewards of the customer journey

and to build bonds with customers wherever they are. Whether that
means engaging on social media, presenting a unified experience
across devices, or personalizing content and communications.

A successful engagement marketing program can be extremely effective

in spreading brand awareness for a much lower cost than traditional
advertising. For example, a well curated and targeted content marketing
strategy can put your business in the powerful position of being a
thought leader, building trust and brand preference as you help buyers
educate themselves on future purchases.
 Components of engagement marketing.

Implementation of an effective engagement marketing program means

you need to throw most of what you know about traditional marketing out
the window. This will allow you to connect with customers on a deeper,
more meaningful level.

It helps you engage people:

 As individuals. Whether you’re talking to a CIO about software or a new

mom about breakfast bars, you’ll want to be well versed on your buyer’s
preferences, history, and relationship with your company, stage in the
buying journey etc. While persona-based marketing defines and speaks
to your typical buyers, one-to-one marketing speaks to individuals on
their own terms.
 Based on what they do. Rather than assuming that since a buyer
fits a certain profile they will be interested in a certain product, we
can now target individuals based on how they behave. You can
then use behaviour on one channel, an interaction on your
company’s Facebook page for example, to inform marketing on
another channel. This could be the message that appears when
that person visits your website, for instance.
 Continuously over time. We now have the opportunity to listen
and respond to every customer at every stage of the buying
journey, keeping them engaged, and helping to drive purchase
decisions. Using intelligent nurture tracks, marketing messages
should flow in a logical fashion, creating engaging, personalized
conversations. It’s not about individual messages, or even
individual campaigns. Every interaction asks for another interaction
and is part of a longer chain of events.
 Toward an outcome. Once you’ve acquired a customer, your new
goal is to create a long-term, reciprocal relationship of value for
both you and your customer. Whenever you communicate with
your buyers, keep the customer journey in mind. Engagement
marketing isn’t about relationship building for its own sake, it’s
about relationship building toward a goal.
 Wherever they are. Today’s customer is everywhere, so it’s vital
that you create a consistent experience for them. To do this, you
must acknowledge the nuances of individual channels, yet still
present a unified message. However, to make the shift from siloed
communications, you need a program specifically designed to
drive engagement on your website, on tablets and
 smartphones, via email, through social networks, at in-person
events, and beyond.

Engagement marketing is a multichannel approach that requires

planning, implementation, optimization, and upkeep. Rolling out a
program can be a lot of work, but you’ll get out of it what you put in.

How to plan, implement, and optimize your engagement marketing

program.

Engagement marketing is a multichannel approach that requires

planning, implementation, optimization, and upkeep. Rolling out a
program can be a lot of work, but you’ll get out of it what you put in.

Step 1: Map and develop your buyer personas and journeys.

Before you start producing new campaigns or content, determine what

kind of information your current and future buyers need. Your buyer
personas will help you define:

Step 2: Develop your brand voice.

It’s important to present a consistent experience across channels, which

means you need to define your brand’s voice. Whether you’re creating
content for your blog, your website, or on social, the style you write in will
become the voice of your brand.

Remember, while you may choose to adopt a more playful voice on

Twitter and a more professional voice in a whitepaper, consistency is
key.

Step 3: Brainstorm and flesh out your context mix.

Planning and creating new marketing engagement strategies and tactics

isn’t just about mapping and metrics, it’s also about creating inspired
content. Think about the type of content that serves your objectives best.
 Content marketing comes in many forms, and the form you choose
depends on many factors. This includes your :

 Audience’s preferences
 Industry’s standards
 Bandwidth and budget

Step 4: Set an editorial calendar and launch.

An editorial calendar is not only where you keep track of, coordinate, and
share your upcoming content. It’s also a strategic tool that helps your
team execute integrated programs that include your content.

Keeping an editorial calendar ensures that you’re releasing your content

at the best possible moment. Plus, it helps keep your whole team
aligned around the release dates.

Step 5: Optimize and scale.

Your promotion strategy will depend on your audience and your needs,
but the best approach to promotion is a wide-reaching one. Don’t start to
scale and add new channels until you have a good measurement
strategy in place.

To do this, you’ll need to:

 Define your content goals

 Decide how you will measure results
 Align your key stakeholders

We recommend covering your bases by measuring early-stage metrics,

and then tying them back to pipeline and revenue.
 How to improve your engagement marketing strategy.

Now that you’ve got your customer engagement strategy all planned out,
it’s time to add a few final touches to make it a success. Here are a few
extra tips:

 Make your data manageable. Retrieving data from different apps,

vendors, siloes and databases is time-consuming and inefficient. Before
you start your engagement marketing strategies, consolidate your data
touch points into fewer platforms, to make them easier to manage. This
will make it easier to learn about your customers and audience
segments.
 Find the right platform. You may need to consolidate your data, so find
a customer engagement platform to help. These can help you put all
your data in fewer places and create better engagement across your
channels.
 Personalize the experience. Now for a deep dive into your new, easy-
access data. Use customer information to create personalized content
and experiences to drive engagement and conversion. Making your
customers feel valued can pay dividends down the line.
 Research your content strategy. Content strategy is an essential
part of your inbound marketing. To nail your content, remember to
do solid consumer, competitor and SEO research before you start
creation. This is a great way to create high-quality leads and build
brand awareness.
 Go big on social. Social media is the perfect place to start
building out your brand voice. Post meaningful content with a
sharp turn of phrase, a sense of humor and the right targeting, and
you might see an increase in clicks, engagement and site traffic as
a result.
 Experiment with AI. Artificial intelligence can prove essential to
your strategy. Use this to monitor consumer behavior in real time
to provide exceptional content and experiences.

Engagement marketing is the use of tailored, engaging customer

interactions. For example, with solid data on consumer behavior, brands
can create meaningful content and experiences that resonate with their
audience. This can help drive conversions and sales, as well as build
brand awareness and lasting consumer relationships.

If you keep customers engaged from the first interaction, you can help
guide them towards a conversion and spark brand loyalty. Creating
content and other touch points can also help you build a better
impression of consumer behavior , which can feed back into your
engagement strategy.
 MYNTRA
Company Profile is an initiative by Start-up Talky to publish verified
information on different start-ups and organizations. The content in this
post has been approved by Myntra.

Today, we can sit in one space and browse through the top international
fashion brands and get our favourite products delivered right to our
doorsteps. Thanks to the evolution of ecommerce and online shopping
trends. One of the most prominent names in the ecommerce industry of
India, as we all know, is Myntra.

Myntra was founded by Mukesh Bansal, Ashutosh Lawanda, and

Vineet Saxena back in 2007. Myntra witnessed quite a successful run
even before it was acquired by Flipkart in May 2014 for Rs 2000 crore,
cash, and a stock deal to help the latter tap into the fashion space.

The parent organization of Myntra is Flipkart. It is an Indian online

shopping website that brings premium brands under its umbrella and
provides its consumers with the most effortless shopping experience.

Let's dive into the article to know all about Myntra, its Start-up
Story, Business and Revenue
Model, Funding and investors, Founders and Team, Challenges, Co
mpetitors, Future Plans & more.

Myntra operates on an aggregator business model (B2C) of

premium brands. Myntra earlier operated on a B2B business model
prior to switching its business model to B2C. The business model of
Myntra is primarily based on procuring current season merchandise from
all its associate brands and making them available on its ecommerce
portal as soon as they are available in the respective retail brand outlets.
The major source of revenue for Myntra is Market place and logistics. It
generates income from a fixed commission of 4% - 5% which it charges
depending on the category and the brand of the product.

05 December 2022- Myntra reports a 60% jump in demand for

international brands.

27th September 2021 - Myntra has now increased its fulfillment centres
to five, in cities such as Binola, Bilaspur, Bhiwandi, Bengaluru, and
Kolkata. The company is working on strengthening its supply chain
network because of its festival season sale. This will enhance
capacity for higher storage volumes and optimize last-mile deliveries
since the company was expecting over 5.5 million unique customers
during its upcoming Big Fashion Festival, which is a 1.8X increase in
traffic compared to the previous edition

9th July 2021 - India's largest online fashion store Myntra claimed to
have recorded 220 million traffic sessions during the six-day event,
at 4 times growth over business as usual, while the Myntra customer
base grew with 15 million first-time visitors coming to the platform.

Myntra is a leading e-commerce company. It is a clothing, footwear or

accessories B2B business, Myntra offers you the ideal combination of
fashion and functionality for men, women and kids. You will realise that
the sky is the limit when it comes to the types of outfits that you can
purchase for different occasions.
 Smart men’s clothing – At Myntra you will find myriad options in
smart formal shirts and trousers, cool T-shirts and jeans, or kurta
and pyjama combinations for men. Wear your attitude with printed
T-shirts. Create the back-to-campus vibe with varsity T-shirts and
distressed jeans. Be it gingham, buffalo, or window-pane style,
checked shirts are unbeatably smart.

 Trendy women’s clothing – Online shopping for women at

Myntra is a mood-elevating experience. Look hip and stay
comfortable with chinos and printed shorts this summer. Look hot
on your date dressed in a little black dress, or opt for red dresses
for a sassy vibe.

 Fashionable footwear – While clothes make the man, the type of

footwear you wear reflects your personality. It bring you an
exhaustive lineup of options in casual shoes for men, such as
sneakers and loafers.

 Stylish accessories – Myntra is one of the best online shopping

sites for classy accessories that perfectly complement your outfits.
You can select smart analogue or digital watches and match them
up with belts and ties. Pick up spacious bags, backpacks, and
wallets to store your essentials in style. Whether you prefer
minimal jewellery or grand and sparkling pieces, online jewellery
collection offers you many impressive options.

 Fun and frolic – Online shopping for kids at Myntra is a complete

joy. Your little princess is going to love the wide variety of pretty
dresses, ballerina shoes, headbands and clips. Delight your son by
picking up sports shoes, superhero T-shirts, football jerseys and
much more from our online store.

 Beauty – You can also refresh, rejuvenate and reveal beautiful

skin with personal care, beauty and grooming products from
Myntra offers soaps, shower gels, skin care creams, lotions and
other Ayurveda products are specially formulated to reduce the
effect of aging and offer the ideal cleansing experience
 SECTORAL DIGITAL MARKETING
Sectorial digital marketing refers to all of the digital marketing strategies
that are designed with the conditions of the commercial area in which the
product or service is located. The answer to the question of “what is
sectorial marketing”, although it is very broad, can be explained as
constructing separate marketing strategies for each sector when
approached from a professional point of view. In order to exist effectively
and powerfully in the field of sectoral digital marketing, it is necessary to
be knowledgeable about both the field of digital marketing and the
market of the product to be marketed. In order to construct a sectoral
digital marketing strategy, it is necessary to work by considering some
details. Let’s list some of them:

 To have the knowledge and experience to use digital platforms

effectively,
 Professionalism to apply the principles of digital marketing,
 Accurate analysis of the needs of the sector and competitors,
 Determining the needs of the customer correctly by creating the
profile and portfolio
 It is necessary to analyze the opportunities and risks of the product
or service to be digitally marketed.
It would be a better step to work with a professional team in order to
complete all the steps in sectoral marketing. Sectoral marketing within
digital marketing also requires expertise. It is necessary to know how to
do data mining and to be trained to prepare graphs from the obtained
data and read them.
Sectoral digital marketing is designed by using the digital marketing
base. Since digital marketing techniques are more active and dynamic
than other types of marketing, marketing materials need to be constantly
checked and updated. In order to increase awareness on digital
platforms, the frequency of sharing, digital marketing blog posts, web
sites and all social media accounts are arranged according to the sector,
allowing us to get ahead in this context. Sectoral digital marketing can be
classified as national digital marketing and international digital
marketing. Since the targeted audience of both fields is different, their
strategies will also be different.

Making the digital marketing setup on a sectoral basis will first narrow
the target audience and enable the marketing to reach a more niche
audience. This provides an important strategy for determining the area
for the message that the e-commerce business or e-export site wants to
give to its audience. In the marketing strategy, the understanding of
marketing towards the target audience saves both time and money,
resulting in a more efficient marketing. Sectoral marketing will not only
provide a more effective system by narrowing the target audience, but
also strengthen the company’s position among its competitors. The
setup in different sectors will also provide a better promotion of the
company and the product if it is prepared based on sector-specific
dynamics

Developing a marketing strategy specific to your industry is a very

effective tool to stand out from your competitors. Moreover, it gives direct
results, not indirect. Because the goal here is very clear. You can set a
very clear target marketing strategy for yourself and get results very
quickly with information such as what other brands and companies in
your industry offer, how they offer, how they promote what they offer,
and in which channels they are active. However, for this purpose, it is
important to reach the data in question and to evaluate them by reducing
them to certain categories. You can get support from ihracat.in team for
professional sectoral marketing. You can reach your goals in a short time by getting
expert support in sectoral marketing in e-export.

Myntra is an Indian fashion E-commerce market place company

headquarter in Bangalore, Karnataka, India. Established by Mukesh
Bansal along with Ashutosh Lawanda and Vineet Saxena in February
2007.Indian Institute Of Technology graduates with a focus on
personalization of gift items, and soon expanded to set up regional
offices in New Delhi, Mumbai and Chennai. By 2010, Myntra shifted its
focus to the online retailing of branded apparel. 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

Digital marketing is a type of electronic trade which enable the

purchasers to specifically purchase administrations or merchandise from
a vender over the Internet utilizing a web programs. Customers shows a
result by going to the retailers looking among elective sellers utilizing the
shopping indexes. And similar items valuating at various e commerce
retailers. In 2016, clients can shop the online utilizing a scope of various
computers s and gadgets, including desktop computers s, portable
computers, tablet computers and cell phones.
The digital marketing channel is started in 1994, with the principal
offering of collection ‘Ten Summons’s Tales’ And chocolates and wines
and blossoms took after and among the spear heading the retailer
classifications powered the developing online shops. Many types of
items did well as they are small items which customers didn’t have the
touch and feel keeping in mind the end goal to purchase. Yet in addition
critically in the good 'old days there were couple of customers online and
they were from a thin fragment.

As the incomes from online deals kept on developing essentially

scientists recognized distinctive sorts of online customers, Swaminathan
and Rohm distinguished 4 classifications and named them "comfort
customers, assortment searchers, adjusted purchasers, and store-
situated customers". They concentrated on shopping inspirations and
found that the assortment of items accessible and the apparent comfort
of the purchasing online experience were critical spurring factors. This
was distinctive for the disconnected customers, and who were more
spurred by recreational and efficient intentions

Online shops mostly use credit card in order to make payment. Different
methods in payments. Such as cash on delivery, card on delivery, debit
card, etc. Mostly customers used cash or card on delivery and debit or
credit cards. The first W.W.W (World Wide Web) server and browser, in
1990 created by Tim Berners-Lee and, 1991 it opened for commercial
use. After the subsequent technological and innovations

emerged in 1994.and Pizza Hut started online pizza shop, Netscape’s

SSLV2 encrypted standard for secured transfer of data, and it is the first
intershops online shopping system. In 1994 first secure retail
transactions over the web is Internet shopping Network. After in 1995
Amazon launched its online shopping site and eBay was also started in
1995. And many other online shopping sites opened .Retailers have
increased sales and services prior to availing through for building testing
and managing demands

Major players  FLIPKART  MYNTRA  JABONG  AMAZON 

SNAPDEAL
ANALYSIS OF DATA
GENDER CLASSIFICATION Table 4.1 GENDER NO.OF RESPONDENT PERCENTAGE MALE 35 70%
FEMALE 15 3O% TOTAL 50 100% (Source; Primary Data)
In today’s world, data analytics has become an integral part of the
business landscape. Its uses span various industries, from healthcare
and finance to retail and advertising.

In the world of e-commerce, retailers are constantly looking for ways to

improve their customer experience and boost their sales. Myntra, one of
India’s leading online fashion retailers, has leveraged the power
of data analytics to do just that.

In this blog post, we will explore how Myntra used data analytics to
create a personalized shopping experience for their customers and boost
their bottom line.

Myntra and its Success in Online Fashion Retail:

Myntra is a leading Indian online fashion retailer that offers a wide

range of clothing, footwear, and accessories for men, women, and kids.

Founded in 2007, Myntra started as a personalized gift portal but later

transitioned to an online fashion retailer in 2010. The company has
since then expanded its product offerings, introduced its private label
brands, and has become one of the most popular online fashion
destinations in India.

In 2014, Myntra was acquired by Flipkart, the largest e-commerce

company in India. Today, Myntra serves millions of customers across
India and has transformed the online fashion retail industry through its
innovative use of technology and data analytics.
Role of Data Analytics in E-Commerce and How Myntra leveraged it:

Data analytics plays a crucial role in e-commerce as it enables

businesses to gain insights into customer behaviour, preferences, and
purchase patterns.

By analysing data, e-commerce companies can make informed decisions

about product offerings, pricing, marketing strategies, and
more. Myntra has leveraged data analytics to provide a personalized
shopping experience for customers and optimize its operations.

Myntra’s data analytics strategy involves collecting and analysing data

from various sources, such as customer transactions, website
interactions, and social media.

The company uses this data to gain insights into customer preferences
and behavior, which is then used to improve its product offerings and
enhance the overall shopping experience.

For instance, Myntra analyses customer data to understand the most

popular product categories, colours, and styles, which helps the company
stock products that are likely to sell well.

One of the most innovative ways Myntra has leveraged data

analytics is through its “Style Insider” program. This program
provides personalized fashion recommendations to customers based on
their individual preferences and purchase history.
Myntra’s data analytics team analyses customer data to
understand their fashion preferences and uses this information to
curate personalized collections of products for each customer.

This program has been incredibly successful, with customers

reporting high levels of satisfaction and increased loyalty to the
brand.

In addition to customer-facing analytics, Myntra also uses data

analytics to optimize its supply chain and operations. By
analyzing data related to inventory management, order processing,
and logistics, the company is able to optimize its processes and
reduce costs.

For instance, Myntra uses data analytics to predict

demand for specific products and optimize its inventory
levels accordingly. This helps the company to avoid stockouts
and excess inventory, which can be costly.

Overall, Myntra’s use of data analytics has enabled the

company to stay ahead of its competitors in the online
fashion retail industry.
By leveraging data to create a personalized shopping experience for
customers and optimize its operations, Myntra has become a
leading player in the Indian e-commerce market.
DIGITAL MARKETING STRATEGIES
No more scouring store shelves for fashion trends. Myntra, India's
premier online fashion platform has revolutionized the way we shop for
clothes by bringing the best brands right to our doorstep. From the
hottest trends to classic brands like Nike, Adidas, Mango, and Biba,
Myntra has it all. This convenience has made Myntra a go-to destination
for fashion-forward individuals all over the country.
But what sets Myntra apart from other competitors in the crowded
ecommerce space? How has this online retailing brand managed to draw
in and retain millions of loyal clients? Let's look at Myntra's marketing
strategy and discover the secrets of its success.
Myntra's Marketing Strategy
Fashion lovers' go-to online platform Myntra has a rather diverse mix of
marketing strategies to reach them. It makes an effort to offer the most
up-to-date styles to customers of all ages and tastes. Below is a more
thorough explanation of the Myntra Marketing Strategy via 4P analysis:
Product
As Myntra aims to be a one-stop shop for all things fashion, it offers a
diverse selection of clothing, footwear, and accessories for every age
and style.
From western wear to ethnic wear, Myntra offers it all. In addition to
clothing, Myntra also offers a range of home decor products including
bedding, curtains, and rugs. The online shopping site also has a range of
personal care and beauty products such as skincare, makeup, and
fragrances.
Fashion enthusiasts now have access to a diverse choice of fashion and
lifestyle products thanks to the brand's collaborations with prominent
brands.
Myntra does not stop there; to provide clients with even more branded
apparel options, the company also has its own private brand labels, such
as Mast & Harbour, HRX, and Roadster. Myntra ensures a successful
purchase by placing a high value on quality and client pleasure.
International brands
Myntra also houses 25+ iconic international brands under its '#Just
Arrived' campaign. It provides more than 10,000+ unique fashion styles,
thus effectively catering to the brand-conscious crowd.
Price
Myntra determines if a cost-based, value-based, or competitor-based
pricing approach is most suited to the product and target market real-
time. Furthermore, their prices range from affordable to expensive, and
they have something for everyone.
However, the savings do not stop there because they run promotional
offers regularly in which buyers can enjoy substantial discounts on the
things they desire. As a member of one of their loyalty programmes, such
as Myntra Insider or Myntra Insider Plus, customers also have access to
even more exclusive premium discounts and privileges.
Promotion — Digital Marketing Strategies of Myntra
Myntra is able to raise the effectiveness of its marketing strategies by
going multi-channel like most large ecommerce platforms. It presents the
brand at the forefront of consumers' minds via several digital marketing
and offline strategies as follows:
Email and SMS Marketing
For many ecommerce platforms, email marketing is a very important
channel. Myntra knows how to close sales with eye-catching promotional
emails that beg to be opened and straightforward call-to-action buttons
that make shopping simple. Additionally, each email has amazing
discounts and bargains, whose copy persuades readers to click.
But Myntra's email marketing campaigns extend beyond a one-size-fits-
all approach. Myntra is able to produce customised marketing offers and
messaging that directly appeal to the preferences and interests of varied
groups of clients by focusing their marketing on certain consumer
base segments.
Along with email marketing, Myntra also employs push notifications and
SMS marketing to update its customers about the newest sales and
goods.
Social media platforms via Influencer Marketing
Myntra is aware that the ideal marketing strategy for getting people to
talk about its brand is to work with some of the most well-known
influencers in the field. As Myntra's promotion strategies, Myntra works
with a wide spectrum of influencers, including A-list celebrities, up-and-
coming content creators, and fashion bloggers, to create captivating
content and advertise its products.
As per Similar Web, a majority of the social traffic is coming from its
YouTube channel and YouTube ads - accounting almost 50% of the
traffic. This is followed by Facebook and What Sapp based digital
marketing efforts.
One of Myntra's most successful influencer marketing projects is the
online reality series "Myntra Fashion Superstar," starring Sushmita Sen,
Mallika Dua, Manish Malhotra, Sonakshi Sinha, and Shaleena Nathani as
judges.
The project, which seeks and promotes new fashion influencers on the
Myntra platform, rose to prominence for its novel premise, which allowed
influencers to showcase their skills and sense of style at the same time.
Myntra was able to make a huge impact on the fashion industry by
leveraging the strength and reach of these influencers.
Affiliate Marketing
Myntra has created a brilliant affiliate programme to help with brand
advertising. This initiative promotes awareness and appreciation for the
company by enabling bloggers and affiliates to talk about Myntra's goods
and services. For each sale they assist in, affiliates are paid a
commission following the pay-per-sale method. This win-win approach
has allowed Myntra to distinguish out in the fashion sector by allowing
affiliates to be paid more for their work.
Myntra is aware that building awareness of their brand requires a
comprehensive marketing strategy. They have thus become experts in
search engine optimization strategy by using keywords that help it rank
on Google search engine. By making its website and content more
search engines friendly, Myntra makes it easier for customers to find its
brands and goods.
Social Media Marketing
Myntra's social media strategy ensures that their followers are kept up to
date on all the newest fashion trends by maintaining an active presence
on websites like Facebook, Instagram, Twitter, and even Youtube.
Myntra joined Facebook in 2oo7 when it was founded. Myntra's social
media platforms offer a virtual feast of everything stylish and fit, including
tempting offers, discount alerts, new product promotions, and blog links.
Advertisement Strategy
Myntra aims to conquer the advertising market. Thanks to Myntra's
bilingual advertising efforts, which are visible in every corner of India,
from the peaceful villages of Tamil Nadu to the bustling streets of
Mumbai, no one is left out on the latest fashion.
However, Myntra does not rely solely on traditional advertising methods
such as TV and billboards; in addition to Google Ads, it also focuses on
sponsored postings on sites such as Facebook, Instagram, and Twitter.
Myntra doesn't compromise on the standard of sponsored advertising.
To properly deliver their message, they employ strategies such as pay-
per-click, display ads, retargeting, and ad extensions such as product
listings. Myntra effectively advertises its brand and reaches a large
audience by blending sponsored and organic digital marketing strategies.
Content marketing
Myntra uses a content marketing strategy to update their audience about
fashion and lifestyle content through their active blog and social media
presence. Their blog covers everything from the newest trends as well as
style tips for your go-to clothing. To create engaging content and promote
their brand, they also collaborate with other brands and influencers.
Myntra Studio
Myntra's Studio is more than just a platform - it's a community of style
enthusiasts who share tips, inspiration, and fun fashion games. Plus, it
makes it super easy for customers to shop for their favourite looks.
Customers can also follow their preferred topics and save posts to view
later.
Sponsorships And Partnerships
Myntra implements contemporary marketing strategies to entice new
customers and earn their loyalty. Whether it's through its customer loyalty
programme, Myntra Insider, or its sponsorship of the Chennai Superkings
squad in the Indian Premier League, the company is continuously
seeking new ways to engage with its audience. Through partnerships
with other businesses and events, Myntra grows its customer base and
strengthens its brand.
Brand Ambassadors
To pique the attention of its target audience Myntra has enlisted the help
of several celebrities, including Anushka and Virat Kohli (Myntra's first
official Ambassadors) Bhuvan Bam (Myntra's first Digital Brand
Ambassador) Disha Patani (Myntra's first Beauty Brand Ambassador).
Myntra recently signed Hrithik Roshan, Vijay Deverakonda, and Dulquer
Salman as its newest brand ambassadors, joining existing celebrity
ambassadors Kiara Advani and Samantha Ruth Prabhu, to strengthen its
position in the Indian fashion industry.
With its place mix marketing strategy, Myntra intends to make clothes
accessible to everyone by focusing on an e-commerce business
marketing strategy. In the past few years, Myntra continues to
demonstrate to its customers that it cares in a variety of ways. The
company's commitment to personalisation can be seen in every element
of its business operations, from the option to try on clothing at home
before purchasing to the Myntra Insider programme, which rewards loyal
customers.
In addition to these simple features, Myntra offers a selection of delivery
and return options to guarantee a convenient shopping experience.
Myntra has taken every measure to ensure that its customers are
completely satisfied, including same-day express delivery with the M-
express to over 1300 pin codes, pickup locations and return centres all
across the nation, and the opportunity to try items at home before
committing to buy.
And based on the mobile app's fantastic 4.2 rating and more than 100
million downloads on the Google Play Store, it appears that Myntra's
customers are definitely happy. Myntra's mobile marketing strategy,
which emphasises personalisation and a smooth customer experience,
has assisted the business in growing sales by 40%, boosting customer
loyalty, and raising brand awareness. The app provides customers with
customised in-app notifications.

Myntra's Digital Marketing Campaigns

Campaigns play a very vital role in Myntra's digital marketing strategy.
End of Reason Sale, Be Unskippable, and Big Fashion Festival are just a
few of the digital marketing campaigns Myntra has launched that have
sparked widespread interest, increased brand visibility, and resulted in
millions in sales.
#Beunskippable
In 2019, Myntra, the biggest online fashion and lifestyle destination,
launched its new social media marketing campaign, #BeUnskippable, to
underline its position as a fashion authority for its clients. The campaign
urged individuals to "Style up, Move up" in order to stand out in a fast-
paced environment where mere seconds can influence whether or not
someone is recognised.
Two men's and women's targeted 30-second adverts for #BeUnskippable
show how fashion can have a long-lasting impact on people and maybe
present life-changing opportunities. To reach the entire country, it was
released in Hindi, Tamil, Telugu, Kannada, and Bengali. This marketing
strategy of Myntra was a big success, it significantly increased traffic to
the Myntra website and app.
Myntra's End of Reason Sale (EORS) is an eagerly anticipated annual
event in the Indian fashion calendar. During the EORS, shoppers can
enjoy discounts of up to 80% on a wide range of fashion products,
including clothing, accessories, and home decor.
The sale includes products from top fashion brands as well as Myntra's
in-house labels. In addition to discounts on fashion items, the EORS
campaign also features promotions and deals from Myntra's brand
partners, giving shoppers even more reasons to shop. The EORS digital
marketing strategy is a key driver of Myntra's sales and helps the
company cement its position as a leading player in the Indian fashion
market.
Myntra's 2019 End of Reason Sale registered it’s biggest ever opening
with over 3.3million products sold on Day 1.
Key takeaways for Marketers from Myntra marketing strategy
The marketing strategy of Myntra serves as treasure trove for all aspiring
marketers. From building a loyal customer base to generating millions in
sales Myntra marketing strategy has bought in immense success
Go broad with product categories
Offer a wide variety of fashion and lifestyle products to appeal to a broad
range of customers. The assortment of things available on Myntra
includes anything from clothing and accessories to home goods and
hygiene. Myntra's wide range of products from other brands and personal
labels enables them to attract and retain customers of various ages and
interests.
Leverage data
Utilize data and analytics to comprehend customer preferences and
customise marketing initiatives. Myntra creates social media campaigns
and offers that are particularly targeted to their audience using the latest
technologies. Myntra is better able to connect with and engage with its
customers because of the assistance of this data-driven marketing
strategy, which boosts both revenue and client loyalty.
Focus on customers’ service
To foster loyalty and keep customers, make investments in customer
happiness and service. Myntra places great importance on customer
satisfaction and provides a variety of services, including simple returns
and exchanges, quick shipping, and dependable customer support, to
ensure a positive shopping experience. Myntra is able to foster loyalty
and encourage users to keep coming back by investing in customer
experience.
Adopt multi-channel approach
Use a variety of digital marketing techniques to connect with and engage
your audience. With so many tools it can be confusing, research where
your target audience hangs out and make use of that tool. To effectively
communicate with its audience and market its products, Myntra uses
influencer marketing, social media marketing, email and SMS marketing,
and other tactics. Myntra is able to reach a wide range of customers and
increase sales by utilising a variety of channels
Build partnerships
To boost sales and brand recognition, leverage partnerships and
collaborations. Myntra partners with several fashion and lifestyle brands
to provide its customers with a broad selection of products. These
partnerships assist Myntra in expanding its product offerings,
strengthening its brand, and increasing sales.
Myntra has quickly risen to the top of India's online fashion sector, owing
to a strategic emphasis on customization and omni channel marketing
strategies. Myntra has expertly targeted and engaged its audience with a
large assortment of high-quality fashion items and a variety of available
promotion tools such as social media, email, SMS marketing, and
influencer collaborations.
Myntra has a committed consumer base as a result of its devotion to a
simple and practical purchase experience, which includes alternatives
such as try-and-buy and mobile app accessibility. The marketing strategy
of Myntra might serve as a model for any company trying to compete
successfully in the intensely competitive online fashion world.
Discover how Myntra uses SEO in their marketing strategy to achieve its
business goals and reach more customers. Read about Fashion Nova
and Meesho's e-Commerce models to understand more about their
digital marketing strategies.
RESEARCH AND METHODOLOGY
Sources of Data: Primary Data: The data will be collected in two phases.
Phase one would be for customers from Tier II and Tier III cities of
Maharashtra. A structured questionnaire would be prepared to
understand the customer behavior and the influence of social media on
their purchase decision. The survey would be done online as well as in
person. Phase two would be for Brand mangers, where the semi-
structured questionnaire would be prepared to find out the parameters
on which the marketing strategy is formulated, how they analyze the
market potential and the how they use social media to target customers
from tier II & III cities
Secondary data: The secondary data would be collected from various
periodicals and publication of leading magazines in retail sector. Various
websites of brands having online presence through Facebook, Twitter,
Instagram etc. and other sites retailer association of India, would be
considered for finding the relevant data. Various reports from Facebook,
twitter and other social media would be collected to find out the
penetration in the tier II and III cities. Internal data from the online
retailers like Flipkart, Myntra,Jabongetc. can be mined to find out the
order frequency of the customers. Government sites, gazettes,
notifications would also be searched for the necessary information about
the population spread and deciding on the tier structure of the cities.
Research Design It will be Quantitative research where the responses
from the survey would be quantified to test the hypothesis. Sampling
Technique Customer survey – Random Sampling Brand Mangers
Survey- On the basis of turnover of company
Sample size Customer survey: 1200 respondents form tier II and tier III
cities of Maharashtra in the age group of 15-50 years Brand managers
survey: 10 company officials selected on the basis of turnover
The research methodology used in this study is mainly designed as an
empirical work based
on both secondary data and primary data, obtained through pre-tested
questionnaire, internet
browsing, as well as direct personal interviews of selected persons
involved in this sector.
Secondary data has contributed in a significant way to understand
the scope as well as it
helped in developing the conceptual framework. Chapter 3 has
been devoted to secondary
data analysis.The primary data collected through the questionnaire from
the 50 customers of
Myntra. The source ofsecondary data are websites, books, magazines
etc.

The research methodology used in this study is mainly designed as an

empirical work based
on both secondary data and primary data, obtained through pre-tested
questionnaire, internet
browsing, as well as direct personal interviews of selected persons
involved in this sector.
Secondary data has contributed in a significant way to understand
the scope as well as it
helped in developing the conceptual framework. Chapter 3 has
been devoted to secondary
data analysis.The primary data collected through the questionnaire from
the 50 customers of
Myntra. The source ofsecondary data are websites, books, magazines
etc.

The research methodology used in this study is mainly designed as an

empirical work based
on both secondary data and primary data, obtained through pre-tested
questionnaire, internet
browsing, as well as direct personal interviews of selected persons
involved in this sector.
Secondary data has contributed in a significant way to understand
the scope as well as it
helped in developing the conceptual framework. Chapter 3 has
been devoted to secondary
data analysis.The primary data collected through the questionnaire from
the 50 customers of
Myntra. The source ofsecondary data are websites, books, magazines
etc.

The research methodology used in this study is mainly designed as an

empirical work based
on both secondary data and primary data, obtained through pre-tested
questionnaire, internet
browsing, as well as direct personal interviews of selected persons
involved in this sector.
Secondary data has contributed in a significant way to understand
the scope as well as it
helped in developing the conceptual framework. Chapter 3 has
been devoted to secondary
data analysis.The primary data collected through the questionnaire from
the 50 customers of
Myntra. The source ofsecondary data are websites, books, magazines
etc.

The research methodology used in this study is mainly designed as an

empirical work based
on both secondary data and primary data, obtained through pre-tested
questionnaire, internet
browsing, as well as direct personal interviews of selected persons
involved in this sector.
Secondary data has contributed in a significant way to understand
the scope as well as it
helped in developing the conceptual framework. Chapter 3 has
been devoted to secondary
data analysis.The primary data collected through the questionnaire from
the 50 customers of
Myntra. The source ofsecondary data are websites, books, magazines
etc.

The research methodology used in this study is mainly designed as an

empirical work based
on both secondary data and primary data, obtained through pre-tested
questionnaire, internet
browsing, as well as direct personal interviews of selected persons
involved in this sector.
Secondary data has contributed in a significant way to understand
the scope as well as it
helped in developing the conceptual framework. Chapter 3 has
been devoted to secondary
data analysis.The primary data collected through the questionnaire from
the 50 customers of
Myntra. The source ofsecondary data are websites, books, magazines
etc.

The research methodology used in this study is mainly designed as an

empirical work based on both secondary data and primary data,
obtained through pre-tested questionnaire, internet browsing, as well
as direct personal interviews of selected persons involved in this
sector. Secondary data has contributed in a significant way to
understand the scope as well as it helped in developing the
conceptual framework. Chapter 3 has been devoted to secondary
data analysis.The primary data collected through the questionnaire from
the 50 customers of Myntra. The source ofsecondary data are websites,
books, magazines etc.
AREA OF STUDY: The sample was adopted the customers of in
and around Kolkata
city. The researcher selected conveniently 50 respondents and the
data were collected by
distributing questionnaire
AREA OF STUDY: The sample was adopted the customers of in
and around Kolkata city. The researcher selected conveniently 50
respondents and the data were collected by distributing
questionnaire
TYPE OF STUDY:
 Finding out the strengths and weakness of the Myntra.com.
 Finding the customer satisfaction and their means of awareness of
Myntra.com
 Finding out the perception of the customers about Myntra.com.
 Finding out Myntra's place in Global and national market.
 Analysis and Trends of change in the Market induced by Myntra
TYPE OF STUDY:  Finding out the strengths and weakness of the
Myntra.com.  Finding the customer satisfaction and their means of
awareness of Myntra.com  Finding out the perception of the customers
about Myntra.com.  Finding out Myntra's place in Global and national
market.  Analysis and Trends of change in the Market induced by
Myntra
TOOLS FOR DATA COLLECTION: Using various survey reports
conducted by
Myntra.com for the betterment of Customer service and also by
questioning customers of
Myntra.com.
TOOLS FOR DATA COLLECTION: Using various survey reports
conducted by Myntra.com for the betterment of Customer service
and also METHOD OF ANALYSIS a) Percentage analysis b) Graphics
analysis by questioning customers of Myntra.com.
Objectives of the study:
Below mentioned are some of the objectives of the study:-
 To understand the national and international scenario of the E-
Commerce.
 To know the recent developments in the E-Commerce sector.

 To define e-commerce and understand its role as a transaction

processing system.

 To discuss several examples of e-commerce applications and

services.

 To list the components of an e-commerce system, and explain

how they function
together to provide e-commerce services..

 To explore the online business of model of Myntra

 To analyse the Customer Feedback of Myntraover other available

online retail stores
in India.

 To find out the mode by which the customer became aware of

Myntra.

 To reveal the satisfaction level of the consumer.

Objectives of the study: Below mentioned are some of the objectives of
the study:-  To understand the national and international scenario of
the E-Commerce.  To know the recent developments in the E-
Commerce sector.  To define e-commerce and understand its role as
a transaction processing system.  To discuss several examples of e-
commerce applications and services.  To list the components of an
e-commerce system, and explain how they function together to
provide e-commerce services..  To explore the online business of
model of Myntra  To analyse the Customer Feedback of Myntraover
other available online retail stores in India.  To find out the mode by
which the customer became aware of Myntra.  To reveal the
satisfaction level of the consumer.
Background of the study: E-commerce originated in a standard for the
exchange of business documents, such as orders or invoices, between
suppliers and their business customers. Those origins date to the 1948–
49 Berlin blockade and airlift with a system of ordering goods
primarily via telex. Various industries elaborated upon that system in
the ensuing decades before the first general standard was
published in 1975. The resulting computer-to-computer electronic
data interchange (EDI) standard is flexible enough to handle most
simple electronic business transactions. With the wide adoption of
the Internet and the introduction of the World Wide Web in 1991 and of
the first browser for accessing it in 1993, most e-commerce shifted to
the Internet. More recently, with the global spread of smartphones
and the accessibility of fast broadband connections to the Internet,
much e-commerce moved to mobile devices, which also included
tablets, laptops, and wearable products such as watches. E-commerce
has deeply affected everyday life and how business and governments
operate. Commerce is conducted in electronic marketplaces (or
marketspaces) and in the supply chains working on the Internet-
Web. Consumer-oriented marketplaces include large e-malls (such
as Amazon, Myntra), consumer-to-consumer auction platforms (eBay,
for example), multichannel retailers (such as L.L. Bean), and many
millions of e-retailers. Massive business-to-business marketplaces
have been created by Alibaba and other companies. The so-called
sharing economy enables more efficient use of resources, as Airbnb
does with online rentals of private residences. Almost
instantaneous access to services is made available by on-demand
platforms offering, for example, transportation (e.g., Uber),
computation and storage resources furnished by cloud service
providers, and medical and legal advice. Mass customization of
goods sold online, such as garments and vehicles, became common.
Review of the Literature on E-Commerce

Electronic Commerce (e-commerce) applications support the interaction

between
different parties participating in a commerce transaction via the network,
as well as the
management of the data involved in the process . Gupta (2014)
in her paper “E-
Commerce: Role of e-commerce in today’s business”,
presents a comprehensive
definition of e-commerce while isolating it from e-business. The paper
enlists the different
e-commerce models i.e. B2B, B2C, B2G and C2C, narratively
analysing the nitty
gritties of each. Rina (2016) also elaborates the different applications
of e-commerce in
“Challenges and Future Scope of E-commerce in India”, at the same
time, defining the
degree to which they are operational in the country.
Gunasekaran, Marri, McGaughey,
&Nebhwani (2002) give a broad outlook of electronic commerce
within organisational
systems in “E-commerce and its impact on operations
management”, defining it
with reference to e-trading and elaborating- how it has permeated
every field of business.
The paper identifies the revolutionary role played by earlier internet
applications like e-mail
and eletronic data interchange and details the revolutionary changes
brought by the internet
technologies in manufacturing, marketing, purchasing, design,
production, selling and
distribution, warehousing and human resource management. Internet
based technologies have
enabled businesses to shorten development, purchase and procurement
cycles, maintain upto
date product and market information, significantly increase the
speed of
communications and increase the quality of customer relationships
by facilitating close
contact and constant communicatio
Review of the Literature on E-Commerce Electronic Commerce (e-
commerce) applications support the interaction between different parties
participating in a commerce transaction via the network, as well as the
management of the data involved in the process . Gupta (2014)
in her paper “E-Commerce: Role of e-commerce in
today’s business”, presents a comprehensive definition of e-
commerce while isolating it from e-business. The paper enlists the
different e-commerce models i.e. B2B, B2C, B2G and C2C,
narratively analysing the nitty gritties of each. Rina (2016) also
elaborates the different applications of e-commerce in “Challenges
and Future Scope of E-commerce in India”, at the same time, defining
the degree to which they are operational in the country.
Gunasekaran, Marri, McGaughey, &Nebhwani (2002) give a broad
outlook of electronic commerce within organisational systems in “E-
commerce and its impact on operations management”, defining it
with reference to e-trading and elaborating- how it has permeated
every field of business. The paper identifies the revolutionary role
played by earlier internet applications like e-mail and eleThe Indian B2C
e-commerce industry got a major boost in mid 2000s with the
expansion
of online services to travel and hotel bookings which continue to be
major contributors
even today.Das& Ara(2015) observe in “Growth of E-Commerce in
India”that though
online travel and hotel bookings still control the lion’s share of e-
commerce market,
their share has comparitively fallen over the years due to the
recent augmentation and
consequent rise of e-tailing services. There has been a tremendous
surge in the volume of
investment in this sector. With the e-commerce markets in the
west reaching their
saturation, investors see tremendous potential in the Indian market, in
the light of which,
many start ups have received funding from venture capitalists and
private equity firms.
China's Alibaba Group and affiliate Ant Financial became the
largest shareholders of
One97 Communications, the parent of Indian e-tailerPaytm, by
investing $680 million, in
2015 (Aulakh, 2015). To tap the potential of what it regards as
“underdeveloped internet
economy” of India, Japanese investment company and technology
powerhouse Softbank
invested $627 million into online retailing marketplace Snapdeal and
$210 million in
Ola cabs. (Mac, 2014). Similarly, New York firm Tiger Global
Management has
funded companies such MakeMyTrip, Flipkart, Myntra and Quickr. The
availablity of
funds has presented a favourable ecosystem and growth
opportunities for big as well as
small companies. It has enabled local startups to survive in cut throat
competition against
foreign giants and has facilitated the penetration of e-commerce to
every facet of human
life; such that the differentiation between e-commerce and
traditional buisness is
getting blurred.(Aggarwal, 2014).Through “Probles and Prospects
of E-Comm
ctronic data interchange and details the revolutionary changes brought
by the internet technologies in manufacturing, marketing, purchasing,
design, production, selling and distribution, warehousing and human
resource management. Internet based technologies have enabled
businesses to shorten development, purchase and procurement cycles,
maintain upto date product and market information, significantly
increase the speed of communications and increase the
quality of customer relationships by facilitating close contact and
constant communication.
The Indian B2C e-commerce industry got a major boost in mid 2000s
with the expansion of online services to travel and hotel bookings
which continue to be major contributors even today.Das& Ara(2015)
observe in “Growth of E-Commerce in India”that though online travel
and hotel bookings still control the lion’s share of e-commerce
market, their share has comparitively fallen over the years due
to the recent augmentation and consequent rise of e-tailing services.
There has been a tremendous surge in the volume of investment in this
sector. With the e-commerce markets in the west reaching their
saturation, investors see tremendous potential in the Indian market, in
the light of which, many start ups have received funding from venture
capitalists and private equity firms. China's Alibaba Group and
affiliate Ant Financial became the largest shareholders of One97
Communications, the parent of Indian e-tailerPaytm, by investing
$680 million, in 2015 (Aulakh, 2015). To tap the potential of what it
regards as “underdeveloped internet economy” of India, Japanese
investment company and technology powerhouse Softbank invested
$627 million into online retailing marketplace Snapdeal and $210
million in Ola cabs. (Mac, 2014). Similarly, New York firm Tiger
Global Management has funded companies such MakeMyTrip,
Flipkart, Myntra and Quickr. The availablity of funds has presented a
favourable ecosystem and growth opportunities for big as well as
small companies. It has enabled local start-ups to survive in cut throat
competition against foreign giants and has facilitated the penetration
of e-commerce to every facet of human life; such that the
differentiation between e-commerce and traditional business is
getting blurred.(Aggarwal, 2014).Through “Probles and Prospects
of E-Commerce.

Raghunath &Panga (2013) present a comprehensive analysis of

various nuances of e-commerce while accentuating that, in present
time every business activity, be it advertising, ordering, payment etc, can
be performed in the digital ecosystem. With an increase in the
number of players in the B2C segment, competition for the first
position is set to intensify, making it imperative for the firms to enhance
service quality and to invest in logistics, so as to derive benefits
from increase in the disposable income of households, rise
in internet subscriptions and infilteration of mobile commerce.
(Das & Ara, 2015). In the face of rising competition, the survival of the
firms will depend upon how efficiently they are able to bridge the
existing gaps in e-commerce transactions. The ubiquitous nature of
internet has enabled e-commerce to defy geographical boundaries
and permeate different markets, so as to elicit demand from sub-
urban and rural areas, after having successfully tapped its potential in
metropolitan cities. In anticipation of increasing demand from Tier 2
and 3 cities, many e-commerce firms are undertaking efforts to
widen their reach by investing in better infrastructure. In the light of
growing number of websites, offering similar goods and services,
greater significance is being attributed to Internet Marketing, which
shall play an unparalleled role in audience acquisition for e-
commerce websites, by displaying the advertisements on search
engine result pages and other portals. Internet Marketing shall not
only propel e-commerce but will also emerge as an important
support tool to brick and mortar stores.(Gangeshwer, 2013). Apart
from Internet Marketing, Deshmukh, Deshmukh&Thampi (2013)
recognise another important development: m-commerce, which
they identify as a subset of e-commerce. “Transformation from E-
commerce to M-commerce in Indian Context” reviews the current
and potential status of e-commerce and m-commerce in the Indian
market, while projecting the latter as the potential future.
Limitations of the study:

No research is complete without admitting the limitations that was faced

while conducting a
study which will contribute to present learning. This study too like the
others have certain
constrains

which has been discussed below:

 Lack of previous research studies on this topic
 Limited access to data.
 The study is mainly concentrated on Myntra
 The result is assuming that respondents have given accurate
information.
 Preparation of such detailed project within short span of time.
 Preparation of such detailed project work within limited pages.
 Conflicts on Biased Views and Personal Issues.
 Insufficient sample size for statistical measurement
Limitations of the study: No research is complete without admitting the
limitations that was faced while conducting a study which will contribute
to present learning. This study too like the others have certain constrains
which has been discussed below:  Lack of previous research studies
on this topic  Limited access to data.  The study is mainly
concentrated on Myntra  The result is assuming that respondents have
given accurate information.  Preparation of such detailed project within
short span of time.  Preparation of such detailed project work within
limited pages.  Conflicts on Biased Views and Personal Issues. 
insufficient sample size for statistical measurement.
 CONCLUSION

METHOD OF ANALYSIS
a) Percentage analysis
b) Graphics analysis
The Internet has become a major
resource in modern business,
thus electronic shopping has
gained significance not only
from the entrepreneur’s but
also from the customer’s point
of
view. For the entrepreneur,
electronic shopping generates
new business opportunities and
for
the customer, it makes
comparative shopping
possible.With the advancement
in technology,
more and more people are
shifting towards e-commerce
platforms for shopping.
However,
retaining old and attracting new
customers is not as easy as it
seems on the online platform.
Having a clear understanding
about the customers and their
needs is must if an online
retailer
wants to satisfy their customers
and to be successful in the
online market. Keeping the
customer satisfied is a very
cumbersome task, especially
when the competition is vast,
and the customers’ expectations
are high. The behavior of
customers while doing online
shopping is not only dependent
upon their unique character like
age, gender, occupation, or
educational background
The Internet has become a major resource in modern business, thus
electronic shopping has gained significance not only from he
entrepreneur’s but also from the customer’s point of view. For the
entrepreneur, electronic shopping generates new business opportunities
and for the customer, it makes comparative shopping possible. With the
advancement in technology, more and more people are shifting towards
e-commerce platforms for shopping. However, retaining old and
attracting new customers is not as easy as it seems on the online
platform. Having a clear understanding about the customers and their
needs is must if an online retailer wants to satisfy their customers and to
be successful in the online market. Keeping the customer satisfied
is a very cumbersome task, especially when the competition is vast,
and the customers’ expectations are high. The behavior of customers
while doing online shopping is not only dependent upon their unique
character like age, gender, occupation, or educational background.
The
online retailers also need to understand certain other aspects
which satisfies or dissatisfies
their customer. These satisfaction factors includeease of access of retail
application, product
quality, variety, stock availability, affordability, offers and discounts,
timely delivery,
etc.Keeping these factors in mind this study depicts that different e-
commerce fashion retail
stores provides different level of satisfaction to different
demographics of people. Here an
attempt is made to understand the impact of online retailing on the
sector, 'Myntra'.It can be
concluded that, Myntra has adopted various strategies so as to
help customers and also to
The online retailers also need to understand certain other aspects
which satisfies or dissatisfies their customer. These satisfaction factors
include ease of access of retail application, product quality, variety,
stock availability, affordability, offers and discounts, timely delivery,
etc. Keeping these factors in mind this study depicts that different e-
commerce fashion retail stores provides different level of satisfaction
to different demographics of people. Here an attempt is made to
understand the impact of online retailing on the sector, 'Myntra'. It can be
concluded that, Myntra has adopted various strategies so as to
help customers and also to increase the sale of products in the highly
competitive market.
Recommendations and Suggestions:  Usage of products by the
customers is required to be more as few of the customers are buying
yearly also.  Promotional strategies need to be improved so as to
motivate the customers to make buying decision.  The Company has to
make ease for searching products what they are looking for.  Special
offer need to be provided for attracting the customers.  The Company
has to give inform all customers for the new products launching time. 
Ensure quick delivery.  since few of the customers are buying products
through offline, awareness need to be created for increasing online
payment mode.
Lucky draw, coupons, etc. are required to promote the customers and
also to increase the sales.  Promotional activities for online shopping
can be made more effective to attract even more customers.  there
should be increase in the level of importance. Product rate should be
reasonable.  Security system in online payment can be made much
safer to avoid various issues. .  more important should be given for
magazine advertisement
BIBLIOGRAPHY
Journals:  Hatem EI-GOHARY “International journal of online
marketing
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Journals:  Hatem EI-GOHARY “International journal of online
marketing Websites and web links: 
https://www.indianretailer.com/amp/news/myntra-set-to-expand-its-
international-footprint-in-middle-east-market.n10128last access on
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Journals:
 Hatem EI-GOHARY “
International journal of online
marketing

Websites and weblinks:


https://www.indianretailer.com/a
mp/news/myntra-set-to-expand-
its- international-
footprint-in-middle-east-
market.n10128last access on
22.4.22

https://yourstory.com/2017/02/m
yntra-turns-10/amplast
access24.4.22

https://startuptalky.com/myntra-
online-fashion-store/last
access28.4.22

https://en.m.wikipedia.org/wiki/
Myntralast access12.4.22