Snapdeal’s Management of Product Availability and Distribution

Snapdeal is an emerging Indian based e-commerce organisation worldwide which is carrying constant promotion and expansion strategies to strengthen their accessibility within the marketplace worldwide. The organisation provides free use of application or site with approximate fifteen million subscribers and more than 30,000 cracked deals in a day. The purchased services are delivered at its maximum pace to ensure maintained recognition and customer satisfaction. Read more about Snapdeal’s distribution design and ways to resolve conflicts here.

Marketing

Expansion of Business: Snapdeal’s Management of Product Availability and
Distribution
Marketing channels are the methods which made service and products available in the
market for the consumer use. Entire commodities go through different distribution channels and
marketing of your organisation will rely on the channels of distribution. That makes me wonder
how the larger organisations that are aggressively expanding their business use tactics of
distribution of marketing (Vyas and Gupta, 2017). Snapdeal is one of the emerging Indian based
e-commerce organisations worldwide which are carrying constant promotion and expansion
strategies to strengthen their accessibility within the marketplace worldwide. I wonder how the
management of distribution work in Snapdeal which led to the analysis that I am sharing here:
Snapdeal and its Distribution
Snapdeal is one of the leading Indian e-commerce organisation based in New Delhi,
India. The organisation was established by Rohit Bansal and KunalBahl in February 2010. The
company aims at making more entertaining life of consumer by providing them best service.
They do not believe in delivering best cost but offer great experiences. The core beneficial part
of its distribution is that the organization provides free use of application or site with
approximate fifteen million subscribers and more than 30,000 cracked deals in a day. The
organisation is emerging bounds and leaps because of its offers and deals as well as their
effective consumer services (Jain, Ahujand Medury, 2013). The purchased services are delivered
at its maximum pace to ensure maintained recognition and customer satisfaction.
Figure 1: Marketing mix of Snapdeal – Snapdeal Marketing mix, 2018
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The organisation has spread its network nationwide and expanding globally. Snapdeal is
offering assorted and diverse goods by connecting more than 50,000 sellers and transferring
products to approximate 40,000 cities and towns in several parts of country (Nair, 2015). This
operates through a Market Place Business Model of e-commerce employed through numerous
major players Flipcart, Amazon etc.
Figure 2: India's E-Tail Battleground: Amazon, Flipkart and Snapdeal Fight for Top Slot, 2014
One of the major availability of Snapdeal is by online portal where consumers and buyers
can trade. With its strong distribution logistics acquisition such as Unicommerce and Gojavas,
the company is looking forward to strengthen their seller logistic mechanism and supply chain.
Snapdeal launches Omni-channel platform for their consumer, retailers in order to procure
products within 2 hours (Nerurkar, 2014). Firm has leveraged technology to their fullest extent to
render consumer satisfaction in regard of quality delivery of the products at their earliest. The
company keep sharpening its arsenal with a focused people strategy that this expects will enlarge
its GMW.
Snapdeal and Distribution Design
When launched, Snapdeal was one of its kind. This was initiating its niche in the entire
industry when DealsanndYou etc. websites emerged as its competitor. Snapdeal focused on
online consumer to deliver more convenient and comfortable shopping experiences and
successfully created 8-9 million users. Objectives of e-commerce distribution channel were to
provide traders and buyers more comfortable place to merchandise which was its one of the best
successful marketing technique.
Organisation kept promoting its business to keep remains and create better recognition in
the market. Snapdeal has selecting distribution strategy which only trade in India and some other
countries (Yeshin, 2012). They use push strategy to promote partners of distribution to push to
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customer, on the other hand manage intensive distribution technique to communicate consumer
directly and rapidly.
Ways to resolve Conflicts
Though the organisation faced early and rapid success in the market, the company also
faced loss and fall in the business after the aggressive promotion of its competitor and lack of
creative promotion and advertisement. In order to resolve related conflicts of distributions of
Snapdeal, create credibility and trust among consumer, creating mediation and negotiate with
consumer and third party, the organisation made some modifications in the system, the company
now use omni-distribution strategy and recently re-launched their brand in the market to re-brand
their enterprise among its competitors.
Integration of market is another technique which is most suitable for Snapdeal according
to me in order to refrain in the marketplace and create unique identity among consumer. Due to
some false cases and improper management of products to consumer, organisation faced major
loss in the brand which is required to be managed by enterprise (Fifield, 2012). Snapdeal can use
vertical integration method as this helps in move backwords and move forward technique. With
this, organisation has an edge over their competitors Amazon and Flipkart who don’t have the
omni-channel solutions of distribution which makes the organisation strengthen. Going forward,
company will eye directly their partnership with brands such as Fab India, Nike, Metro among
other for their new distribution solution.
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REFERENCES
Books and Journals
Fifield, P., 2012. Marketing strategy. Routledge.
India's E-Tail Battleground: Amazon, Flipkart and Snapdeal Fight for Top Slot. 2014. [Online].
Available through :<http://www.forbesindia.com/article/real-issue/indias-etail-battleground-
amazon-flipkart-and-snapdeal-fight-for-top-slot/38058/1>.
Jain, N., Ahuja, V. and Medury, Y., 2013. Websites and Internet marketing: developing a model
for measuring a website’s contribution to the brand. International Journal of Online Marketing
(IJOM), 3(1), pp.14-30.
Marketing mix of Snapdeal – Snapdeal Marketing mix. 2018. [Online]. Available
through:<https://www.marketing91.com/marketing-mix-of-snapdeal/>.
Nair, H.V., 2015. Digital marketing: a phenomenon that rules the modern world. Reflections-
Journal of Management, 5.
Nerurkar, A.N.U.P.A.M.A., 2014. Online marketing-challenges in future. International Journal
of Research in Humanities, Arts and Literature (IMPACT: IJRHAL) Vol, 2, pp.183-188.
Vyas, A. and Gupta, S., 2017. Challenges Assessment for the E-Commerce Industry in India: A
Review (With Special Reference to Flipkart V/S Snapdeal). Journal of Global Information
Management (JGIM), 25(4), pp.16-31.
Yeshin, T., 2012. Integrated marketing communications. Routledge.
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