Marketing Mix of Flipkart 

Flipkart Private Limited is an e-commerce Indian company. Binny Bansal and Sachin Bansal founded the e-commerce and online store in 2007. Today, we’ll discuss the marketing mix of Flipkart; and the elements involved in the 4Ps and 7Ps of the marketing strategy of Flipkart like product, price, place, promotion, people, process, and physical evidence.

The marketing mix of Flipkart would focus on the 4Ps and 7Ps elements of the marketing strategy of Flipkart like product mix, pricing strategy, place, promotional strategy, people strategy, process, and physical evidence. Here’s Flipkart marketing mix as follows;

Marketing Mix of Flipkart 

Some of the main elements of the 4Ps and 7Ps of marketing mix of Flipkart and the marketing strategy of Flipkart are as follows;

Product Mix of Flipkart

I-Diversified Portfolio

Flipkart has established a well-diversified portfolio and it offers a wide range of products and services in more than 80 categories including software applications, mobile phones, consumer electronics items, clothing, books, and much more. The dashboard and user interface are the service platform of the company where buyers and sellers connect with each other.

II-Buyer’s Products

It is a platform where various companies sell their products and vendors decide to buy the products based on pricing and other factors. Flipkart offers various types of easy payment methods like cash on delivery, net banking, debit and credit cards, online payment systems, and others. However, the company makes sure that its procured product follows the 6 quality check standard of free and speedy shipment. The rating of the products would make it easier for customers to make the decision whether to buy the product or not.

III-Seller’s Products

Flips presents a wide range of products along with sold product analysis of the sellers. It shows how many product units sellers have sold, their profitability, available opportunity to promote their products, and the logistics channel that would better profit margin Usually, Flipkart dispatch, pack, and pick its products with the assistance of logistics partners.

Price Strategy of Flipkart

I-Low Pricing Strategy

Flipkart implements a low-pricing strategy in order to remain competitive with other e-commerce platforms and online stores in the market. The low pricing strategy of the company compels sellers to compete with one another and launch cheaper and more affordable products for customers.

II-Free Delivery

Flipkart offers a free delivery service to customers if their order is more than 500 Rs; and charges a standard delivery price rate if their order is less than 500 Rs. If sellers are directly shipping the products to the customers without involving the platform, then shipment charges of the seller would be applicable. However, the goal of Flipkart is to deliver the products within a day.

III-Payment Methods

Flipkart offers various types of payment methods and shopping facilities to customers, they’re as follows;

  • EMI on particular products
  • Facility of E-gift and E-wallet

Flipkart charges its sellers for various types of services like shipping, referrals, and warehousing. The charges would be different for various sellers depending on their chosen package criteria.

Place of Flipkart

I-Hub & Spoke Model

Flipkart implements the Hub & Spoke Model for the distribution of its products and goods across the country. The company has a network of 21 warehouses and fulfillment centers, where they pack and organize goods, and from there they send goods to the mother hubs. However, the location of mother hubs is at the center of a 200 km radius zone; they comprise of 3 to 5 major cities. The company transports goods and products from mother hubs to the local hubs, from where bikes and delivery vans pick up goods and deliver them to the end consumers.

Promotional Strategy of Flipkart

I-Advertisement Campaign

Flipkart has launched various advertisement campaigns over the years for the promotion of its brand and products. Some of the main campaigns are as follows;

  • “No kidding, no worries” for kids who are playing the roles of adults
  • “Get the best of everything on Flipkart #PerfectBuy”

II-Aggressive Promotion

Flipkart has also implemented an aggressive marketing and advertisement strategy. For instance, Flipkart employs print media and launches full-page ads during the Big Billion Bay. Big Billion Day is a promotional campaign of the company where the company sells its products at a much cheaper and discounted price. Some of the promotional campaigns of the company are as follows;

  • Offer zone page
  • Deals of the day
  • Freedom sale

The remaining three elements are part of the 7Ps of the Flipkart marketing mix, and we have just discussed the 4Ps of the Flipkart marketing mix analysis.

People Strategy of Flipkart

I-Customer Care Center

The customer care center is the place where the customers directly connect with the e-commerce platform Flipkart. They do so for various reasons like transaction and payment transferring issues, damaged products, supplier issues, and order cancellation. However, website and application are the 2nd mode of contact, and it is indirectly linked to the IT infrastructure.

II-Seller Portal

The seller portal is the other point of contact where customers contact the sellers of the company Flipkart. If customers are buying something from the platforms, the company makes sure that the package of the product meets the 6 quality checks and the sellers deliver the best quality product to the customers.

Process of Flipkart

Flipkart launches various types of processes to ensure the smooth flow of deliveries, services, and other processes. Whenever a customer enters the platform, browse relevant products, choose the item put it on the cart, and place the order. After receiving the order, the product goes through the stage of packaging, processing, and shipping from the order fulfillment centers. Customers could either choose to pay cash-on-delivery or the online payment model.

Physical Evidence of Flipkart

Packaging material, delivery boxes, warehouses, order fulfillment centers, and offices are the physical evidence of the e-commerce platform Flipkart. Before product delivery, the company implements 6 quality checks to ensure the delivery of the best quality product to the customers.

Conclusion: Flipkart Marketing Mix 

After an in-depth study of the marketing mix of Flipkart; we have realized that Flipkart is the leading Indian online store and e-commerce platform. If you are learning about Flipkart marketing mix analysis and marketing strategy of Flipkart; then you should keep in mind the abovementioned 4Ps and 7Ps elements of the mix like product mix of Flipkart; price, place, promotion, people, process, and physical evidence.

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