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Myntra’s marketing strategy is a blend of innovative digital campaigns and customer-centric approaches, making it a leader in India’s fashion e-commerce. This case study delves into the marketing strategy of Myntra, analysing its unique marketing strategies and digital marketing tactics.
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Myntra is an Indian fashion e-commerce company, known for its innovative marketing strategy. Diversification (Expanding into varied areas or fields) is one of the key factors that has kept the brand at the forefront of the fashion industry in the Indian market. Its focus on trendy, youth-centric clothing and a wide range of fashion products has made it one of the leading brands in India.
This case study will discuss Myntra’s marketing strategy, including its target market, campaigns, SWOT analysis, etc. Now without any further ado, let us learn more about Myntra and how its strategies continue to shape the industry landscape for those pursuing an MBA in digital marketing.
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In this article, we’ll go over every aspect of the marketing strategy of Myntra. Let’s start by studying the company’s history, target market, and online presence before we dive in deep.
Myntra Business Model – About Myntra
Source: Google
Founded in 2007 by Mukesh Bansal, Myntra started as a personalised gift platform before transitioning into a fashion e-commerce giant. Acquired by Flipkart in 2014, Myntra’s mission is to provide a hassle-free, enjoyable shopping experience for fashion enthusiasts. Known for its trendy collections and customer-centric policies, Myntra has become a go-to platform for fashion in India.
Myntra, a prominent Indian fashion e-commerce company headquartered in Bengaluru, Karnataka, was founded around 2007-2008 with a focus on personalised gifts. In May 2014, Flipkart acquired Myntra, integrating it into its operations. In May 2022, Myntra launched an express delivery service on its app, enhancing the fashion and beauty shopping experience on its platform. With this service, customers can expect their orders for items with the ‘M-express tag’ on the listing page to arrive 24-48 hours after they are placed.
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Myntra Case Study – Current News About the Brand
- Myntra’s revenue for FY 2022 was INR 2,600 crore, marking a significant growth compared to previous years (Source: Business Today).
- The platform boasts over 10 million active users monthly (Source: Statista).
- Myntra’s annual sale event, End of Reason Sale (EORS), saw a record participation of over 20 million users in 2023 (Source: Economic Times).
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Worked with:
virsaini
Buyer Persona
Buyer’s Persona
Name:
Tripti
Place:
Mumbai
Age:
20 years
Profession:
Web-Developer
Motivation
- To stay trendy and updated with the latest fashion
- The convenience of shopping online with a plethora of options to choose from
Interest & Hobbies
- ashion and styling
- Social media engagement
- Following fashion influencers and celebrities
Pain Points
- Concerns about product quality and sizing
- Delivery time and service issues
Social Media Presence
- Highly active on Instagram, Facebook, and Twitter
- Engages with fashion influencers and participates in trending challenges
Considering the factors mentioned above, the company can create marketing initiatives on social media platforms such as Instagram and Facebook, and integrate fashion influencers and styling that aligns with their preferences.
Marketing Strategy of Myntra
As we get a detailed knowledge about the company story and growth let’s proceed toward the marketing strategy of Myntra the first factor that we will discuss is Myntra’s STP Analysis.
Segmentation, Targeting, and Positioning
- Segmentation: Myntra focuses on Fashion-conscious customers who believe in shopping from home irrespective of age and gender.
- Target Market: The target market set by this brand is Fashion-conscious, medium-income, young online shoppers looking for the best deals and good quality products.
- Positioning: Myntra is an e-commerce website that focuses on creating Vibrant fashion stores at affordable rates all over India.
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Digital Marketing Strategy of Myntra
SEO Strategies
As per SEO Standards (Guidelines for optimizing search rankings), Organic keywords (Keywords naturally ranking on search engines) less than 500 word count are poor, 1000+ are good and 10,000+ are amazing. As seen Myntra has 4.4M organic keywords which is extraordinary. Another important element to be considered in Myntra’s digital marketing strategy is monthly traffic, and Myntra has 287.1M, which is eye-popping.
Influencer Marketing
Source: Google
Forget billboards, Myntra has a secret weapon: influencers! These social media stars aren’t just creating content, they’re curating entire lifestyles. With a dedicated fanbase hanging on their every post, influencers have become trusted advisors, influencing buying decisions.
So how does Myntra tap into this power? They partner with these trendsetters to showcase their latest styles. Imagine scrolling through Instagram and seeing your favourite influencer rocking a chic outfit – all from Myntra! This subtle (but oh-so-effective) approach makes Myntra the go-to destination for fashionistas, all thanks to the power of influencer partnerships.
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Myntra works with micro-influencers who have between 10,000 and 50,000 Instagram followers in addition to influencers with millions of followers. Such micro-influencers Instagram postings are shared on Myntra’s page.
Recently, Myntra debuted a digital reality programme for influencers. ‘Myntra Fashion Superstar’ is the programme’s name that seeks fashion influencers on its online shopping site.
Celebrity judges for the show were Manish Malhotra, Sonakshi Sinha, and Sushmita Sen. It was a programme that became well-liked as a result of its many approaches to finding influencers. Influencers were given a platform to showcase their style and make a fashion statement.
E-Commerce Strategy
Being an e-commerce Fashion brand, Myntra tends to have an amazing e-commerce strategy. They have an e-commerce portal on their official website through which you can order anything and enjoy your Online shopping with great discounts and deals.
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Mobile Apps
Myntra also has a mobile app that offers the same features as its website you can order anything anytime from their mobile app and enjoy online shopping from anywhere.
Myntra has 4.2 ratings and 10Cr+ downloads on Google Play Store. This shows how wide their audience base is. This also shows that their customers are really satisfied with the services this app provides.
Content Marketing Strategies
As seen Myntra has an incredible online presence along with its social media there are multiple blogs and articles published by Myntra on its website to increase the knowledge of its audience in fashion and lifestyle. There are many big fashion magazines that also post and write blogs and articles on their website about Myntra.
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Myntra Case Study – Marketing Campaigns
Myntra, an Indian fashion e-commerce company, is renowned for its inventive approach to marketing. Diversification (Expanding into varied areas or fields) is one of the key factors that has kept the brand at the forefront of the fashion industry in the Indian market. Its focus on trendy, youth-centric clothing and a wide range of fashion products has made it one of the leading brands in India.
This Myntra case study will discuss the marketing strategy of Myntra, including its target market, campaigns, SWOT analysis, etc. Now without any further ado, let us learn more about Myntra and how its strategies continue to shape the industry landscape for those pursuing an MBA in digital marketing. For more insights, digital marketing case studies provide valuable lessons on how companies like Myntra achieve success.
1. ‘Ab har koi reason chalega’
Source: Google
In June 2022, Myntra launched a multichannel marketing effort to interact with 250 million consumers nationwide.
Hrithik Roshan, Kiara Advani, and Siddhant Chaturvedi are just a few of the Bollywood celebs and influencers who plan to generate buzz about the most anticipated fashion carnival among their enormous fan bases and viewers.
For the EORS commercial videos, Myntra used a conceptual strategy that was merged with a lighthearted medley to represent the importance and nature of the enjoyable occasion. The company also released two master films featuring Hrithik Roshan, Kiara Advani, and Siddhant Chaturvedi.
With a 15-second edit with Hrithik and Kiara and another with Hrithik and Siddhant, the movies will also pair up famous people for the first time.
The clothing will change throughout the flicks, with Kiara representing western, casual, and ethnic attire, Siddhant sporting super-comfy casual wear, and Hrithik sporting trendy and hip looks.
In addition to activating the company’s own social media channels, M-Studio and M-Live, EORS-16 will receive considerable promotion across TV and digital media platforms including Google, Facebook, and YouTube.
2. ‘End of reason sale’
Myntra kicked off a splashy marketing blitz in anticipation of their massive End of Reason Sale (EORS), the 15th edition of which took place December 18th through 23rd. Ditching the usual justifications for shopping, their campaign slogan dared customers to indulge – ‘Ab Har Koi Reason Chalega!’ which translates to ‘Now, any reason goes!’
The campaign featured a fresh roster of celebrity ambassadors, including Hrithik, Dulquer, Simbu, Vijay, Kiara, Disha, and Samantha, all starring in short, fast-paced 15-second commercials.
3. #BeUnskippable Campaign
Source: Google
Myntra announced the launch of #BeUnskippable, a new brand initiative that emphasizes its position as a go-to resource for fashion for its clients. The positioning is based on Myntra serving as a channel for consumers to make a statement through clothing.
In order to compete in a highly competitive environment where there are only a few seconds to get noticed or risk being “skipped,” it persuades everyone to “Style up, Move up.”
This ad campaign titled “UnSkippable” was launched in Tamil, Telugu, Kannada, and Hindi.
Top Competitors That Influence the Marketing Strategy of Myntra
Here is a list of the top competitors of the brand that Myntra observes when formulating their strategies:
- Amazon Fashion: Known for its vast range and customer trust.
- Flipkart Fashion: Strong in the Indian market with competitive pricing.
- Ajio: Reliance-backed, known for its unique collections and branding.
- Nykaa Fashion: A rising star in the fashion e-commerce sector.
- Tata CLiQ: Offers a premium shopping experience with a focus on quality.
Understanding the strategies of these competitors can be greatly beneficial. For those looking to enhance their knowledge, reading digital marketing blogs can provide deeper insights into the competitive landscape and effective marketing techniques.
Myntra’s Marketing Strategy – Failed Campaigns
Issue: Myntra faced backlash for a logo that was perceived as offensive by some segments of its audience.
Backlash: Social media uproar and calls for a boycott ensued, leading to negative publicity.
Response: Myntra promptly redesigned its logo to address the concerns, demonstrating a commitment to customer sensitivity and brand reputation.
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Conclusion
There’s a lot to learn from the marketing strategy of Myntra. Customers adore Myntra because it provides them with access to local and foreign companies at their front doors. Their marketing positioning suggests that everyone can wear fashion. Myntra makes the most of digital marketing. For those looking to delve deeper into such effective strategies, pursuing an MBA in digital marketing can provide valuable insights and practical knowledge.
Please share your ideas on this Myntra case study on the marketing strategy of Myntra in the comments area after reading this. Thank you for your time.
Learning from Other Brands
Similar to Myntra, the marketing strategy of Nykaa emphasises personalized beauty solutions and extensive product offerings, akin to the marketing strategy of Sephora in providing a wide range of high-quality beauty products and exceptional in-store experiences.
Additionally, the marketing strategy of Spotify focuses on personalised recommendations and user engagement through innovative digital campaigns, showcasing how tech-driven platforms can revolutionise traditional industries and create new market opportunities.
FAQs About Myntra Case Study
Q1. What is the business model of Myntra?
The Myntra business model operates on a B2C model, selling fashion and lifestyle products directly to consumers through its online platform.
Q2. How does Myntra ensure product quality?
Myntra sources products from verified brands and conducts quality checks before listing them on the platform.
Q3. What is Myntra's return policy?
Myntra offers a 30-day return policy with easy returns and refunds to ensure customer satisfaction.
Q4. How can I contact Myntra customer service?
You can reach Myntra's customer service through their app, website, or by calling their helpline number.
Q5. What is Myntra's End of Reason Sale?
The End of Reason Sale (EORS) is Myntra's flagship sale event offering significant discounts across a wide range of products.
Q6. Does Myntra have a loyalty program?
Yes, Myntra offers the 'Insider' loyalty program, providing exclusive benefits and early access to sales for its members.
Q7. Can I track my order on Myntra?
Yes, order tracking is available through the Myntra app and website, providing real-time updates on delivery status.
Q8. What payment methods does Myntra accept?
Myntra accepts various payment methods including credit/debit cards, net banking, UPI, and cash on delivery.
Q9. Does Myntra offer international shipping?
Currently, Myntra does not offer international shipping and serves customers within India.
Q10. How does Myntra handle customer complaints?
Myntra has a dedicated customer support team to address complaints and ensure quick resolution of issues.
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The marketing strategy of Myntra blog was incredibly insightful! Can you share more about how they leverage data analytics to personalize customer experiences?
Myntra, a famous online shop, is a digital marketing champ. They use social media, emails, and online ads to show off their trendy clothes.