Digital Marketing Strategies of Flipkart: A Comparative Study with Amazon

This article discusses the digital marketing strategies used by Flipkart to attract customers and create brand awareness. It also compares the success and failure factors of Flipkart with Amazon in the market. The article covers topics like target audience, social media tools, customer behavior, and market changes. It is relevant for students studying digital marketing, e-commerce, and business management.

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Digital Marketing

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Table of Contents
Answer to question 1..................................................................................................................2
Answer to question 2..................................................................................................................2
Answer to question 3..................................................................................................................3
Answer to question 4..................................................................................................................4
References..................................................................................................................................5

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Answer to question 1
Flipkart is an Indian company which started its business by selling books only and
rapidly the business has expanded in every field by delivering all kind of products to the
customer. It has occupied a good place in the market. It had offered a platform to sellers to
sell their products to wider audience. The Flipkart started with an objective to offer access to
books to the one who have internet access. It groomed ranging from books to online movies,
games, clothing's, accessories to electronics (Dutta, 2017). The reason behind their success is
the motive to provide online shopping experience to customers. It just took two years to make
a good place in the market by their services. Currently Flipkart has expanded to warehouses,
distribution centres and variety of products. Target audience of this brand includes people of
all age group as it has various products available on a single platform. It is one of the leading
online companies that covers everything from books, media, automatic items, sports,
electronic, home appliance as well as basic daily needs (Chakraborty, 2017). It has promoted
its services to target audience by social media websites, television and radio jingles. Mostly it
has targeted the youth population, frequent internet users, discount seekers as well as
academic institutes. It has developed an IT infrastructure with its own logistics to reduce the
dependency on third party.
Answer to question 2
Flipkart has been using different digital marketing policy to attract more customers
and create the brand awareness among the audience. It is one of the e-commerce sites that
focus on ore and more customers (Adam and Ahmed, 2017). Some common digital
marketing strategy used by Flipkart is:
Goggle Adwords – It has used the target keywords to attract more customers and using
keywords help in appearing in top search results.

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Advertisement- As most of the youth spent time on Facebook, twitter and many social media
sites thus advertisement on this sites redirect the customers to the website which helps in
increasing the traffic (Successstory, 2018).
Blogs- It is one of way to promote the products among customers.
Other than that various social media tools are:
LinkedIn- It is a networking tool used for growing the business by referencing to larger
audience as it helps by eliminating the gatekeepers and making valuable connections by
making advanced search.
Twitter- Flipkart uses Twitter to connect with more customers and spying on competitors. It
is a way to promote the brand and get brand loyalty from the customers.
Facebook- It is a free social networking website which has involved almost entire population
it helps in marketing of the product by advertising the deals and promotions (Shukla, Vyas
and Shastri, 2018).
YouTube- It helps in promotion of brand and attracting more customers by offering those
discounts (Shukla, Vyas and Shastri, 2018).
Answer to question 3
Brand has been unsuccessful in the last years and many challengers have beaten them.
The reason of failure was it didn’t focus on customer’s behaviours and didn’t provide
additional bonus and benefits to customers (Vakeel, et. al, 2018). Wherein the challengers
were offering better services and have gained market trust by quality of the products. Flipkart
stopped inventing new products and didn’t work on the customer’s request and don’t adapt to
market changes. It kept on selling old goods to suppliers and asked for guarantee that they

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will sell their products future to customers in the market this was the reason customers lost
their interest.
Apart from that it didn’t offer discounts and marketing support and other facilities to attract
more customers. Other brands like Amazon use the policy of recording client’s behavior and
offered additional bonus to raise the worth in the market. While Flipkart sells the product via
website still there are numerous restrictions as they charge bills for showcasing their goods
on the website (Pandey, 2017). Therefore it has been crushed by Amazon in the market by
using innovated ideas and methodology to gain more traffic. Earlier, people were relaxed
using Flipkart as they felt it was simple to handle but ultimately when amazon emerged in the
market flipkart suffered a downfall.
Answer to question 4
Comparing Flipkart with amazon, it has crushed Flipkart in the marketplace and is
one of the foremost working retail company in today’s world. It has gained attention among
all customers and the reason for their success is providing better facilities to clients in low
price and also reduced the delivery time as compared to flipkart. Amazon has also collided
the market of Flipkart in terms of customer contentment (Roy and Charaborti, 2017).
According to the research, amazon has redesigned it services by understanding the strategic
plan of flipkart. On the other hand comparing amazon with flipkart, it does not bid any terms
of suitability to customers like extra profits. Flipkart was compressed by amazon as it was
very slow in reacting to market changes (Businessinsider, 2018).

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References
Adam, M.A. and Ahmed, F., 2017. Contemporary digital marketing practices in food chains
in Pakistan. International Journal of Business and Management Review, 5(6), pp.72-119.
Businessinsider, 2018. These are 10 lesser known facts about Flipkar. Available from .
Chakraborty, S., 2017. An Empirical Investigation On The Association Between Consumer
Online Impulsive Buying Behavior And Website Quality-A Study With Special Reference To
Flipkart Online Store. Imperial Journal of Interdisciplinary Research, 3(3).
Dutta, S., 2017. Analysis of flipkart and amazon e-commerce business in the Indian
context (Doctoral dissertation, Indian Institute of Management Bangalore).
Pandey, A., 2017. Flipkart Internet Pvt. Ltd. V. State of Kerala: A new Step in the Spectrum
of E-Commerce Taxation.
Roy, S.K. and Charaborti, R., 2017. Case Study 5: Amazon. in: Surviving in a Jungle.
In Services Marketing Cases in Emerging Markets (pp. 45-59). Springer, Cham.
Shukla, P., Vyas, P.H. and Shastri, H., 2018. Investigating the Mechanics of Affiliate
Marketing Through Digital Content Marketing: A Key for Driving Traffic and Customer
Activity. In Driving Traffic and Customer Activity Through Affiliate Marketing (pp. 113-
128). IGI Global.
Successstory, 2018. Flipkart SuccessStory. Available from
https://successstory.com/companies/flipkart Accessed on 06 April 2018.
Vakeel, K.A., Sivakumar, K., Jayasimha, K.R. and Dey, S., 2018. Service failures after
online flash sales: role of deal proneness, attribution, and emotion. Journal of Service
Management.

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