LENOVO

ONLINE MARKETING STRATEGY

OF MYNTRA
NAME: MD AYAAN ALI
C U REGISTRATION NO: 011-1111-0261-22
C U ROLL NO: 221011-21-0034
COLLEGE ROLL NO: 44

0
 PROJECT REPORT
(Submitted for the Degree of B.Com Honors in Accounting & Finance
under the University Of Calcutta)

AREA/ TOPIC OF THE STUDY

ONLINE MARKETING STRATEGY OF MYNTRA

SUBMITTED BY
NAME OF THE CANDIDATE: MD AYAAN ALI
CU REGESTRIATION NO: 011-1111-0261-22
CU ROLL NO: 221011-21-0034
COLLEGE ROLL NO: 44

SUPERVISED BY
NAME OF THE SUPERVISOR: PROF SANDIPAN MAITY
NAME OF THE COLLEGE: ACHARYA JAGADISH
CHANDRA BOSE COLLEGE

MONTH & YEAR OF SUBMISSION

MAY, 2025

1
 ACKNOWLEDEMENT
It is a matter of great pleasure to present this project on “ONLINE MARKETING
STRATEGY OF MYNTRA”. I take this opportunity to thank our respected
Principal “MS. JASODHARA BANDYOPADHYAY” for giving me an
opportunity to work on this field.

I am very grateful to our respected HOD Prof Priyanka Jaiswal with whom this
project would not have been successful.

I am very thankful to my supervisor Prof Sandipan Maity for his full support in
completing this project work finally. I am grateful to acknowledge my family and
friends and all the teachers who filled the questionnaire proving me full support and
coordination without which this project wouldn’t be possible

NAME OF THE STUDENT

2
 SUPERVISOR’s CERTIFICATE
This is to certify that Mr. MD AYAAN ALI, a student of B.Com Honors in
Accounting & Finance of ACHARYA JAGADISH CHANDRA BOSE under the
University of Calcutta has worked under my supervision and guidance for his Project
Work and prepared a Project Report with the title “ONLINE MARKETING
STRATEGY OF MYNTRA”

The Project Report, which he is submitting is his genuine and original work to the
best of my knowledge

SIGNATURE:

NAME:

DESIGNATION:

NAME OF THE COLLEGE:

DATE:

3
 STUDENT’s DECLERATION
I hereby declare that the project work with the title “ONLINE MARKETING
STRATEGY OF MYNTA” submitted by me for the partial fulfillment of the degree
of B.Com. Honors in Accounting & Finance under the University of Calcutta is my
original work and has not been submitted earlier to any other University for the
fulfillment of the requirement for any course of study.

I also declare that no chapter of this manuscript in whole or in part has been
incorporated in this report from any earlier work done by others or by me. However,
extracts of any literature in the references.

SIGNATURE:

NAME:

ADDRESS:

C.U. REGISTRATION NO.

C.U. ROLL NO.

PLACE:

DATE:

4
 INDEX
CHAPTER TOPICS PAGE NO.
1. INTRODUCTION 1.1 Introduction 1-2
1.2 Statement of the problems 2
1.3 Objectives of the study 2
1.4 Scope of the study 2
1.5 Need of the study 2
1.6 Hypothesis testing 3
1.7 Research Methodology 3
1.8 Source of data 4
1.9 Sample size 4-5
1.10 Tools and Techniques 5
1.11 Limitations 5
1.12 Chapter plan 5

2. REVIEW OF 2. Review of Literature 6-7

LITERATURE

3. ORGANISTAIONAL 3.1 Organizational profile of Myntra 8-9

PROFILE &
INDUSTRIAL PROFILE
3.2 Industrial profile 9-10

4.ANALYSIS OF DATA 4.1 Gender classification 11

4.2 Age classification 11-12

5
 4.3 Occupation Classification 12-13
4.4 Classification on the basis of 13-14
education qualification
4.5 Classification on the basis of 14-15
respondents buy the products from
Myntra
4.6 pattern of shopping in Myntra 15-16
4.7 Classification on the basis of other 16-17
websites using apart from Myntra
4.8 Product purchased through Myntra 17-18
4.9 Motivation factors to buy in Myntra 18-19
4.10 No of respondents sees before 19-20
making a selection of product in Myntra
4.11 Factors which respondents see 20-21
before buying products
4.12 Respondents think the marketing 21-22
strategies help company to increase the
sales
4.13 Promotional strategies of Myntra 22-23
4.14 Ratings given by the respondents 23-24
upon their purchase
4.15 Respondents rates the promotions 24-25
of Myntra
4.16 Respondents have got any special 26
offer from Myntra
4.17 Respondents are satisfied with the 26-27
product information of Myntra
4.18 Problems faced by the customers 27-28
of Myntra
4.19 Problems faced by the respondents 28-29
4.20 Respondents satisfied the 29-30
following features of Myntra
4.21 Respondents like to recommend 30-31
others to buy products of Myntra
Hypothesis testing 32
5. FINDING, 5.1 Summary 33
SUGGESTIONS &
CONCLUSION

6
 5.2 Findings 33-34
5.3 Suggestions 34-35
5.4 Conclusion
BIBLIOGRAPHY 36
QUESTIONNAIRE 37-40

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CHAPTER-1

INTRODUCTION
1.1 INTRODUCTION
Online marketing is a set of powerful tools and methodologies used for promoting products and
service through the internet. Online marketing includes a wider range of marketing elements than
traditional business marketing due to extra channels and marketing mechanism available on the
internet. Online marketing is advertising and marketing the products or services of a business
over Internet. Online marketing relies upon websites or emails to reach to the users and it is
combined with e-commerce to facilitate the business transactions. In online marketing, you can
promote the products and services via websites, blogs, email, social media, forums, and mobile
Apps. Online marketing strategy is critical for organization operating in markets with high
internet penetration.

Online shops introduced the physical analogy of goods and services at a regular “bricks and
morter” shopping centres or retail Centre and many types of online shopping. Business-toconsumer
(B2C) online shopping and business-to-business (B2B) online shopping. Online stores in business
to buy from other business. Online stores enable the customer to check the firm’s product and
services to view the images or photos of the products and informing the product information’s and
specifications, price etc… Online marketing strategy is a critical for organization operated with
very high internet penetration. Online marketing strategies are

• Social media marketing

• Email marketing

• Content marketing

• Social media marketing

Social media marketing is the utilization of social media stages and sites to advance an item or
administration. Despite the fact that the terms e-marketing and computerized marketing are as yet
prevailing in the scholarly community, social media marketing is winding up more prevalent for
the two specialists and scientists. Most social media stages have worked in information

1
examination apparatuses, which empower organizations to track the advance, achievement, and
engagement of advertisement crusades. Organizations address a scope of partners through social
media marketing, including present and potential clients, present and potential representatives,
columnists, bloggers, and the overall population. On a vital level, social media marketing
incorporates the administration of a marketing effort, administration, setting the degree.

• Email marketing

Email marketing is the act of sending of sending a business message, commonly to a gathering of
individuals, utilizing email. In its broadest sense, each email sent to a potential or current client
could be considered email marketing. It more often than not includes utilizing email to send
commercials, ask for business, or request deals or gifts, and is intended to construct steadfastness,
trust, or brand mindfulness. Marketing emails can be sent to a bought lead list or a present client
database. The term as a rule alludes to sending email messages with the motivation behind
improving a shipper's association with present or past clients, empowering client dependability
and rehash business, getting new clients or persuading current clients to buy something instantly,
and sharing outsider promotions.

• Content marketing

Content marketing implies pulling in and changing prospects into clients by making and sharing
important free content. The motivation behind content marketing is to help the organization to
make feasible brand steadfastness and give significant data to buyers, and in addition make
eagerness to buy items from the organization later on. This generally new type of marketing
normally does not include coordinate deals. Rather, it fabricates trust and affinity with the
gathering of people. Digital content marketing is a management process that uses digital products
through different electronic channels to identify, forecast and satisfy the content requirements of
a particular audience. It must be consistently updated and added to in order to influence the
behaviour of customers.

One of the challenges in online marketing is that based on communication using technologies
where hardly a week goes by without a search engine, ranking logarithm update or a social network
update, keeping track of the technical changes alone becomes a major task and then there is need
to work out how there changes affect an individual organization and ultimately its business model.
The internet has given a new definition to business and has hitting high shares to increase sales.

2
1.2 Statement of the problem

Online marketing is playing a vital role today. Marketing strategies are very important for creating
awareness about the products. This is the one tool where customers can easily get to know about
the product features, varieties, price, and other contents which are very essential for the customers
for making buying decision. On the other hand the company will also be benefited as these
strategies helps in increasing sales of products. Hence this study id undertaken to know how
effective the marketing strategies are helpful in increasing the sales of products with respect to
Myntra.

1.3 O BJECTIVES OF THE STUDY

• To know the online marketing strategies of the Myntra
• To analyse the promotional strategies of Myntra
• To find the level of satisfaction to the customers of Myntra
• To study the effectiveness of online marketing strategies in increasing the
sale of products of Myntra

1.4 S COPE OF STUDY

This study is done with reference to the Myntra, Manjeri. Which helps to understand about
implementation of online marketing strategies for increasing sales of consumable products in
Myntra

1.5 N EED OF THE STUDY

Online marketing is important, because it aligns with the way consumer market purchasing
decisions. Studies by analyse such as gather indicate that increasing number of consumers use
social media and research on mobile internet to carry out preliminary products and price research
before making final decisions. Online marketing enables to build relation with consumers and
prospects through regular, low cost personalized communication. Hence this study is intended to
know the online marketing strategies used by Myntra to increase the sales.

1.6 HYPOTHESIS TESTING

HO: There is no significant difference between the male and female in respect of
satisfaction level of 6 features of Myntra

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1.7 RESEARCH METHODOLOGY

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, direct personal interviews of selected persons involved in this sector as well as.

1.8. SOURCE OF DATA

1.8.1 SOURCES OF PRIMARY DATA

The study makes use of primary data. The primary data collected through the questionnaire from
the 50 customers of Myntra.

1.8.2 SOURCE OF SECONDARY DATA

The Main sources of secondary data are websites, books, magazines etc.

1.9 SAMPLE SIZE

The study is conducted on the basis of 50 selected sample and findings are drawn based on their
response.
1.10 S AMPLING TECHNIQUE
Simple random sampling technique has been chosen for selecting the sample for this study.

1.10 TOOLS AND TECHNIQUES

1.10.1 TOOLS FOR DATA COLLECTION

The required data for the study has been collected through questionnaire

1.10.2 TOOLS USED FOR DATA REPRESENTATION

Tables, graphs and charts used to present data.

1.10.3 TOOLS USED FOR DATA ANALYSIS

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Percentage analysis, average analysis, weighted average analysis and chi square analysis used for
data analysis.

1.11 LIMITATIONS

Following are the main limitation of the study

 Sample size is very low

 Opinion is based on a particular area
 Respondent’s bias might have influenced
 Same customers refused to co-operate
 Customer’s response are deemed and believed to true to their knowledge Ø Average
response by respondents

1.12 CHAPTER PLAN

The study contains five chapters .The first chapter deals introduction, research methodology
such has statement of problem, objectives, scope and methodology and limitations. The second
chapter explains the review of literature.

The third chapter explains the organization profile and industrial profile of Myntra. The fourth
chapter contains the analysis and interpretation of data collected from sample units. The fifth
chapter includes findings, suggestion and conclusion.

5
CHAPTER-2

REVIEW OF LITERATURE
2 REVIEW OF LITERATURE

J Suresh Reddy has published article in Indian Journal of Marketing. Title of article is “Impact of
E-commerce on marketing”. Marketing is one of the business function most dramatically affected
by emerging information technologies. Internet is providing companies new channels of
communication and interaction. It can create closer yet more cost effective relationships with
customers in sales, marketing and customer support. Companies can use web to provide on-
going information, service and support. It also creates positive interaction with customers that
can serve as the foundation for long term
Vikas Bondar has published his article on “sales and marketing strategies”. Internet is a really
good thing. The Internet gives people a greater amount of information as we need. It is the best
way to get a comparison of the products that we need. If we are interested in buying, it is best
for us to check the Web sites. Also if we would like to make our own Web page we can do this,
without paying a lot of money. From where do we set all this information? The answer is from
advertising, which we see, everywhere: on TV, on the Internet, in the newspapers and more. Year
after year we get more and more new, interesting information and in the future the Internet use
will increase more than now.
Victor Van Valenhas published article “Is Your Marketing Smart?” Today advertisers not only need
to cater to and directly pinpoint a precise targeted audience, but they need to customize their
advertisements as well. In print mediums, you have an idea of who will see your ad. For example,
you know Femina magazine would be great to target women so you can promote your new
beauty product in this magazine. But when it comes to online venues, how can you target the
right audience when millions are browsing? Solution to this problem is Yahoo! SmartAds product,
an innovative new advertising platform that allows marketers to deliver tailored ads to highly
targeted audiences. SmartAds combines Yahoo!'s consumer insights and media capabilities with
new ad serving technology. It automatically converts campaign creative and targeted offerings
into highly-customized, relevant ad displays.
Dr.Rajesh Mahajan and Prof. Sunil Kumar have published their research paper entitled”
Organisational Participation in Web Based E-markets” in Indian Journal of Marketing. The present
research work on “Organisational Participation in Web Based Emarkets” is an attempt to know
the level and nature of participation by the industrial units located in Punjab, primarily dealing in
Hand Tools and Sports goods. Web penetration is surprisingly helping this organization to exploit
the markets globally.
Measurements /Finding:
The use of Internet penetration is growing rapidly because of the cost factor. The cost of
accessing Internet is about Rs.1400 per month, which is quite low as compared to the
incomparable benefits of the Internet.

6
Web advertising is quite popular in the industrial units of Punjab. Further the big organization is
tremendous by exploiting the e-markets by launching attractive websites. The use of web
advertising is influenced by the size of the organization.
Kingsnorth, S. (2017) Digital Marketing Strategy, shared that digital marketing and business
strategy are concepts that should be integrated and grow together. Further research into specific
digital marketing strategies, would be a valuable contribution to the field of digital marketing and
current body of work. In-depth, qualitative and quantitative analysis would provide supporting
evidence of the effectiveness or ineffectiveness of specific strategies. Further comparative
studies between traditional marketing and digital marketing would give researchers and
companies a better understanding of differences between the two approaches. Digital marketing
is an innovative, influential contribution to the field of marketing.

7
CHAPTER 3

ORGANIZATIONPRO FILE
& INDUSTRY PROFILE
3.1 ORGANIZATION PROFILE OF MYNTRA

Myntra is an Indian fashion E-commerce market place company headquarter in Bangalore,

Karnataka, India. Established by Mukesh Bansal along with Ashutosh Lawania 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
Vision:
“To become Amazon of India”
Mission
“Providing a delightful customer experience”
Products
In Myntra many types brands available Nike, Reebok, Puma, Adidas,
Decathlon, FIFA, John Miller Asics, Lee, Lotto, Indigo Nation etc.
Men, (clothing, footwear, accessories, watches, shoes etc...)
Women, (clothing, footwear, accessories, watches, shoes etc...)
Kids, (clothing, footwear, accessories, watches, shoes etc...)
Home &Living, (bed linen & furnishing, curtains, lamps and lighting, kitchen etc...) Personal
Care (fragrances, make up, grooming, skin & hair items etc...)
Achievements and awards
Awarded 'Fashion E- retailer of the Year 2013' by Franchise India – Indian E-Retail Awards
Awarded 'Best E-commerce Website for 2012' by IAMAI – India Digital Awards
Awarded 'Images Most Admired Retailer of the Year: Non–Store Retail' for 2012 by Images Group
Awarded 'Best E-commerce Partner of the year 2011-12' by Puma India
Competitors
Flipkart
Amazon
Snapdeal
Jabong
E-bay

SWOT analysis
Strengths
-monetary assistance provided
-reduced labour costs
-existing distribution and sales networks

8
-domestic market
-high profitability and revenue
Weaknesses
-future market size
-small business units

Opportunities
-income level is at a constant increase
-growing economy
-new products and services

Threats
-price changes
-financial capacity

3.2 Industry profile

Online shopping 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.

History
The online shopping 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.
Growth
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

9
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
ETC…

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CHAPTER-4

ANALYSIS OF DATA
4.1 GENDER CLASSIFICATION

Table 4.1
The table shows the gender classification of the respondents

NO.OF PERCENTAGE
GENDER RESPONDENT
MALE 35 70%
FEMALE 15 3O%
TOTAL 50 100%
(Source; Primary Data)
Chart 4.1
The graph shows the gender classification of all the respondents

GENDER CLASSIFICATION

30%

70%

MALE FEMALE

INTERPRETATION:
The table shows that the 70% of respondents like to recommend others to buy products of
Myntra and 30% respondents are not like to recommend others to buy products of Myntra.
The graph shows that the majority of respondents are respondents like to recommend others to
buy products of Myntra because of good quality of products and attractive offers and discounts
and good return policy etc...And minority of respondents are not like to recommend others to
buy products of Myntra.

4.2 AGE CLASSIFICATION

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Table 4.2
The table shows the age classification of all the respondents

AGE NO.OF PERCENTAGE

RESPONDENT
BELOW 20 12 24%
20-25 15 30%
25-30 10 20%
30-35 8 16%
ABOW 35 5 10%
TOTAL 50 100%

Chart 4.2
The chart shows the age classification of no of responses

AGE CLASSIFICATION
35

30
30
25
24
20
20
15 16
10
10
5

0
BELOW 20 20-25 25-30 30-35 ABOVE 35
AGE

INTERPRETATION;
The table shows that 12 respondents are below 20 age, 15 respondents are 20-25 age, 10
respondents are 25-30 age, 8 respondents are 30-35 age and 5 respondents are above35 age.

4.3 OCCUPATION CLASSIFICATION

Table 4.3
The table shows the occupation classification of all the respondents

OCCUPATION NO. OF RESPONDENT PERCENTAGE

STUDENT 23 46%
SERVICE 12 24%
SELF EMPLOYED 15 30%
TOTAL 50 100%

12
 (Source; Primary data)

Chart 4.3
The chart shows the occupation classification of no of respondents

OCCUPATION CLASSIFICATION

SELF
EMPLOYED
STUDENT
30 %
46 %
SERVICE
24 %

STUDENT SERVICE SELF EMPLOYED

INTERPRETATION;
The table shows the 23 respondents are student, 12 respondents are worked in service and 15
respondents are self-employed.

4.4CLASSIFICATION ON THE BASIS OF EDUCATION

QUALIFICATION

Table 4.4
The table shows the classification of all respondents on the basis of education

EDUCATION NO. OF RESPONDENT PERCENTAGE

QUALIFICATION
SSLC 4 8%

PLUS TWO 15 30%

GRADUATE 20 40%

POST GRADUATE 6 12%

13
 OTHER 5 10%

TOTAL 50 100%

(Source; Primary Data)

Chart 4.4
The chart shows the classification of respondents on the basis of their education level

EDUCATION QUALIFICATION CLASSIFICATION

40
40
35
30
30

25

20

15 12
10
8
10

0
SSLC PLUS TWO GRADUATE POST OTHER
GRADUATE
PERCENTAGE

INTERPRETAION;
The table shows that respondents education qualification. 4 respondents are SSLC, 15
respondents are plus two, 20 respondents are graduate, 6 respondents are post graduate, and
remaining 5 respondents are other.

4.5 CLASSIFICATION ON THE BASIS OF RESPONDENTS BUY THE

PRODUCTS FROM MYNTRA

Table 4.5
Table shows the no. of respondents buy the products from Myntra

NO.OF
PARTICULARS RESPONDENT PERCENTAGE

YES 50 100%

14
 NO 0 0

TOTAL 50 100%
(Source; Primary data)

Chart 4.5
The graph shows that no. of respondents buy the products from Myntra

NO. OF RESPONDENTS

YES
NO

100%

INTERPRETATION;
The table shows that 50 respondents are buying products through Myntra (only select the
Myntra customers)
The pie chart shows that the all respondents are buy the products through Myntra because the
availability of products, discounts, price, attractive offers etc. (Only select the Myntra
customers)

4.6 PATTERN OF SHOPPING IN MYNTRA

Table 4.6
Table shows that no. of respondents often buy the product through online

FREQUENCY NO. OF RESPONDENTS PERCENTAGE

REGULARLY 4 8%

OFTEN 7 14%

OCCASIONALLY 19 38%

SOMETIMES 12 24%

15
 RARELY 8 16%

TOTAL 50 100%
(Source;PrimaryData)

Chart 4.6
The graph showing the no. of respondents often buy the product through online

PATTERN OF SHOPPING IN MYNTRA

40

35

30

25

20

15

10

0
REGULARITY OFTEN OCCASIONALLY SOMETIMES RARELY

PERCENTAGE

INTERPRETATION;
The table shows that 8% of respondents are buying regularly, 14% of respondents are buying
often, 38% of respondents are buying occasionally, 24% of respondents are buying sometimes
and 16% of respondents are buying rarely.
The graph shows that the majority of the respondents are buying occasionally. Majority of the
respondents are occasional shoppers. Only few of them are buying regularly as there may not
be the requirement.

4.7CLASSIFICATION ON THE BASIS OF OTHER WEBSITES USING

APART FROM MYNTRA

Table 4.7
The table shows that respondents using other websites apart from Myntra

WEBSITES NO.OF RESPONDENTS PERCENTAGE

FLIPKART 15 30%

16
 AMAZON 16 32%

SNAPDEAL 11 22%

JABONG 3 6%

OTHER 5 10%

TOTAL 50 100%
(Source;PrimaryData)

Chart 4.7
The graph showing the no. of respondent using other websites apart from Myntra

OTHER WEBSITES USING APART FROM MYNTRA

18

16

14

12

10

8 16
15
6 11
4
5
2 3
0
FLIPKART AMAZON SNAPDEAL JABONG OTHERS

INTERPRETATION;
The table shows that no. of respondents in 30% respondents are preferring Flipkart, and 32%
respondents are preferring Amazon and 22% respondents are preferring Snapdeal and 6% of
respondents are preferring Jabong and remaining 10% respondents are preferring other online
shops.
The table shows that majority of respondents are preferring Amazon and Flipkart. This might
be because of the quality services provided by Amazon in terms of in time delivery; price,
product quality, effective promotion etc. and minority of the respondents prefer the other online
shops. Today most of the customers are buying products through online only so to retain and
attract the customers the online shopping stores need to promote using latest strategies in an
effective and attractive manner so that customers will prefer most.

4.8 PRODUCT PURCHASED THROUGH MYNTRA

Table 4.8

17
The table shows that categories of products that the consumer buys in Myntra

PARTICULARS TOTAL RANK

CLOTHING 213 1
HAND BAGS 189 3
COSMETICS 109 4
FOOTWEAR 203 2
OTHER 107 5
(Source;PrimaryData)

Chart 4.8
The graph showing the no. of respondents purchased the types of products through Myntra

PRODUCT PURCHASED FROM MYNTRA

107
213
CLOTH
HAND BAGS
203 COSMETICS
FOOTWEAR
OTHER
189
109

INTERPRETATION:
The table shows that the clothing is the most preferred product respondents buys in Myntra
because the variety of cloths, brand and quality etc. And minority of respondents buys other
types of products.
The graph shows that the majority of the respondents buy cloths in Myntra. This is due to the
varieties of cloths and attractive offers and discounts etc... And minority of respondents buys
other types of products.

4.9 MOTIVATION FACTORS TO BUY IN MYNTRA

Table 4.9
The table shows that factors motivates to buy in Myntra

18
 Factors 5 4 3 2 1
Delivery time 13 24 6 3 4
Price 9 12 20 5 4
Quality 43 6 1 0 0
Availability 3 6 9 21 11
Brand 22 20 8 0 0
Size 1 5 7 16 21
Payment mechanism 11 24 13 2 0
(Source; Primary Data)

Chart 4.9
The graph showing the no. of factors motivates to buy product through Myntra

MOTIVATION FACTORS YOU TO BUY IN MYNTRA

96%
100% 85%
75% 77%
80% 66%
60%
47%
39%
40%
20%
0%

INTERPRETATION:
The table shows that75% respondents express that delivery time factor motivates them and
66% respondents are using price factor and96% respondents are using quality factor and 47%
respondents are using availability factor and 85% respondents are using brand factors and 39%
of respondents are using size factor and 77% respondents are using payment mechanism factor.
The respondents express that quality is the factor that motivates them to buy products through
online. Quality is one of the major factors that the customers consider most while buying
products compared to the other factors. And minority of respondent’s size factor motivates to
buy product through online.

4.10 NO. OF RESPONDENTS SEES BEFORE MAKING A SELECTION OF

PRODUCT IN MYNTRA

Table 4.10

19
The table shows that what respondents sees before making a selection of product in myntra

Factors 5 4 3 2 1 TOTAL PERCENTAGE

Delivery time 65 96 18 6 4 189 75%

Price 45 48 60 10 4 167 66%

Quality 215 24 3 0 0 242 96%

Availability 15 24 27 42 11 119 47%
Brand 110 80 24 0 0 214 85%
Size 5 20 21 32 21 99 39%

Payment mechanism 55 96 39 4 0 194 77%

(Source;PrimaryData)
Graph 4.10
The graph shows that what respondents see before making a selection of product in myntra

120%

100%

80%

60%

40%

20%

0%
DELIVERY PRICE QUALITY AVAILABILITY BRAND SIZE PAYMENT
MECHANISM

Series 1

INTERPRETATION:
The table shows that how much are the respondents are satisfied with the various services
offered by the myntra in terms of the respondents orders. The percentage signifies that how
much are the respondents are satisfied with the services of myntra. The percentage are
calculated on the basis of the ratings given by the respondents.

4.11 FACTORS WHICH RESPONDENTS SEE BEFORE BUYING

PRODUCTS

20
Table 4.11
The table shows that the no. of respondents sees before making a selection of products in
Myntra

FACTORS TOTAL RANK

ADVERTISEMENT 158 3
PRICE 195 1
DISCOUNTS 149 4
BRAND 174 2
RATING 136 5
(Source;PrimaryData)
Chart 4.11
The graph showing the no. of respondents sees before making a selection of products in Myntra

NO OF RESPONSES
250

200

150

100

50

0
ADVERTISEMENT PRICE DISCOUNTS BRAND RATING

RESPONSES

INTERPRETATION:
The table shows that the no. of respondents sees before making a selection of products in
Myntra. 10% respondents are selection of products by rating and 40% respondents are selection
of products by price and 30% respondents are selection of products by brand and remaining
20% respondents are selection of products by advertisement.
The graph shows that majority of respondents make selection of products by considering the
price factor because of attractive offers and discounts and minority are considering rating of
products while selecting products of Myntra.

4.12 RESPONDENTS THINK THE MARKETING STRATEGIES HELP

COMPANY TO INCREASE THE SALES

21
Table 4.12

The table shows the no. of respondents think the marketing strategies helps company to
increase the sales

PARTICULARS NO. OF RESPONDENTS PERCENTAGE

YES 35 70%
NO 15 30%
TOTAL 50 100%
(Source; Primary Data)

Chart 4.12
The graph shows the no. of respondents think the marketing strategies helps company to
increase the sales

NO. OF RESPONDENTS

30% YES

70% NO

INTERPRETAITON;
The table shows that 35 respondents are male and remaining 15 respondents are female.

4.13 PROMOTIONAL STRATEGIES OF MYNTRA

Table 4.13
The table shows that respondents rate the promotional strategies of Myntra

PROMOTIONAL 5 4 3 2 1
STRATEGIES

22
 Coupon bought 3 5 8 30 4
Festival offer 2 1 0 16 31
End of reason sale 5 14 22 7 2
Delivery charge 28 14 6 2 0
Discounts & deals 16 22 12 0 0
(Source; Primary Data)
Chart 4.13
The chart shows that how much the respondents are rating the promotional strategy

RATING OF PROMOTIONAL STRATEGY

35

30

25

20

15

10

0
COUPON BROUGHT FESTIVAL OFFER END OF REASON DELIVERY CHARGE DISCOUNT & DEALS
SALE

5 4 3 2 1

INTERPRETATION;
The graph mentioned above shows that how much all respondents have rated the promotional
strategy of Myntra. The percentage are taken out from the ratings given by the respondents for
how much they have been satisfied with the promotional strategy of Myntra.

4.14 RATINGS GIVEN BY THE RESPONDENTS UPON THEIR

PURCHASE

Table 4.14
The table shows the percentage of good bought by the respondents in the specific sale

PROMOTIONAL 5 4 3 2 1 TOTAL PERCENTAGE

STRATEGIES

Coupon bought 15 20 24 60 314 123 49%

23
 Festival offer 10 4 0 32 2 77 30%

End of reason sale 25 56 66 14 0 163 65%

Delivery charge 140 56 18 4 0 218 87%

Discounts & deals 80 88 36 0 0 204 81%

(Source;PrimaryData)
Chart 4.14
The graph shows the promotional strategies of Myntra
PROMOTIONAL STRATEGIES

100%
90%
87%
81%
80%
70% 65%
60%
49%
50%
40%
30%
30%
20%
10%
0%
Coupon bought Festival offer End of reason Delivery charge Discounts &
sale deals

Promotional strategies

INTERPRETATION:
The above table shows 87% of respondents have rates delivery charge and 81%, 65%
respondents had rates the discounts & deals, end of reason sale respectively. Whereas 49%,
30% of respondents rates only have coupon bought and festival offer.

4.15 RESPONDENTS RATES THE PROMOTIONS OF MYNTRA

Table 4.15
The table shows that no. of respondents rates the promotion of Myntra in comparison to others

PARTICULARS NO.OF RESPONDENTS PERCENTAGE

POOR 4 8%

24
 AVERAGE 13 26%

GOOD 20 40%

VERY GOOD 7 14%

EXCELLENT 6 12%

TOTAL 50 100%
(Source;PrimaryData)

Chart 4.15
The graph the no. of respondents rates the promotion of Myntra in comparison to others

NO. OF RESPONDENTS
45%
40%
40%

35%

30%
26%
25%

20%

15% 14%
12%

10% 8%

5%

0%
POOR AVERAGE GOOD VERY GOOD EXCELLENT
PERCENTAGE

INTERPRETATION:
The table shows that the 8% respondents are poor rating about Myntra and 26% respondents
are average rating about Myntra and 40% respondents are good rating about Myntra and 14%
respondents are very good rating about Myntra and remaining 12%respondents are excellent
rating about Myntra.
The graph shows that the majority of respondents are good rating about the Myntra because of
good quality of products and attractive offers and discounts etc...And minority of respondents
is poor rating about Myntra.

25
4.16 RESPONDENTS HAVE GOT ANY SPECIAL OFFER FROM MYNTRA

Table 4.16
The table shows the no. of respondents have got any special offer from myntra

PARTICULARS NO. OF RESPONDENTS PERCENTAGE

YES 40 80%

NO 10 20%

TOTAL 50 100%
(Source; Primary Data)
Chart 4.16
The graph shows the no. of respondents have got any special offer from Myntra

RESPONDENTS HAVE GOT ANY SPECIAL OFFER FROM

MYNTRA

YES
20%

NO

80%

INTERPRETATION:
The table shows that 80% no. of respondent have got any special offer from Myntra and 20%
have not got any special offer from Myntra.
The graph in majority of respondents is got any special offers from Myntra. Because more
purchasing have provides any special offers. And minority of respondents have not got any
offers.

4.17 RESPONDENTS ARE SATISFIED WITH THE PRODUCT

INFORMATION OF MYNTRA

Table 4.17
The table shows that no. of respondents are satisfied with the product information of Myntra
PARTICULARS NO.OF RESPONDENTS PERCENTAGE

26
 VERY MUCH SATISFIED 5 10%

SATISFIED 10 20%

NEUTRAL 25 50%

DISSATISFIED 6 12%

HIGHLY DISSATISFIED 4 8%

TOTAL 50 100%
(Source; Primary Data)
Chart 4.17
The graph shows that no. of respondents are satisfied with the product information of myntra

RESPONDENTS ARE SATISFIED WITH THE PRODUCT

INFORMATION OF MYNTRA

60%

50%
50%

40%

30%

20%
20%
12%
10%
10% 8%

0%
VERY MUCH SATISFIED NEUTRAL DISSATISFIED HIGHLY
SATISFIED DISSATISFIED
PERCENTAGE

INTERPRETATION:
The graph shows that the 10% of respondents are very much satisfied with the product
information of Myntra and 20% of respondents are satisfied with the product information of
Myntra and 50% of respondents are very neutral with the product information of Myntra and
12 %of respondents dissatisfied with the product information of Myntra and 8% of respondents
are highly dissatisfied with the product information of Myntra.

4.18 PROBLEMS FACED BY THE CUSTOMERS OF MYNTRA

Table 4.18

27
Analysis of the respondents that how much they are satisfied

VERY SATISF NEUTR DISSAT HIGHLY TOTAL WEIGHTED

MUCH IED (4) AL (3) ISFIED DISSATISFIE AVERAGE
SATISFIED (2) D (1)
(5)
25 40 75 12 4 156 0.62
(Source; Primary Data)
Chart 4.18
The graph showing the no. of respondents like to recommend others to buy products of Myntra

NO. OF RESPONDENTS

30%

YES
70%

NO

INTERPRETATION:
The table shows that the 70% of respondents like to recommend others to buy products of
Myntra and 30% respondents are not like to recommend others to buy products of Myntra.
The graph shows that the majority of respondents are respondents like to recommend others to
buy products of Myntra because of good quality of products and attractive offers and discounts
and good return policy etc...And minority of respondents are not like to recommend others to
buy products of Myntra.

4.19 PROBLEMS FACED BY THE RESPONDENTS

Table 4.19
The table shows the problems faced by the customers of Myntra

PROBLEMS NO.OF RESPONDENTS PERCENTAGE

QUALITY 8 16%
RETURN POLICY 13 26%

28
 HIDDEN CHARGES 6 12%
SECURITY 11 22%
DELIVERY PROBLEMS 12 24%
TOATAL 50 100%
(Source; Primary Data)

Chart 4.19 The graph shows the no of problem faced by the respondents

PROBLEMS
30%
26%
25% 24%
22%

20%
16%
15% 12%

10%

5%

0%
QUALITY RETURN HIDDEN SECURITY DELIVERY
POLICY CHARGES PROBLEMS

PERCENTAGE

INTERPRETATION;
The table shows the problems faced by the Myntra customers. 26% are return policy problems,
24% are delivery problems, 22% are security problems, 16% are quality problems and 12% are
hidden charges while conducting online purchase through Myntra.
This is done to know the problems faced by the customers of Myntra. From this we can identify
that the return policy gets 1st rank. Delivery problems, security, quality and hidden charges got
the 2nd, 3rd, 4th and 5th rank respectively.

4.20 RESPONDENTS SATISFIED THE FOLLOWING FEATURES OF

MYNTRA

29
 Table 4.20
Analysis of respondents satisfied the following features of Myntra

FEATURES VERY SATISFI NEUTR DISSAT HIGHLY TOTAL WEIGHT RANK

MUCH ED(4) AL(3) ISFIED( DISSATIS ED
SATISFI 2) FIED (1) AVERAG
ED (5) E
DISCOUNTS 60 60 54 4 3 181 0.72 2
CUSTOMER 40 48 69 10 2 169 0.67 3
SERVICE
DELIVERY 50 120 24 4 0 198 0.79 1
TIME
CASH ON 30 64 57 16 1 168 0.67 4
DELIVERY
EXCHANGE 65 44 27 24 5 165 0.66 6
PACKAGING 35 76 33 18 4 166 0.66 5
(Source;PrimaryData)

Chart 4.20
The graph shows that respondents are satisfied with which following features of mynta

RESPONDENTS ARE SATISFIED THE FOLLOWING

FEATURES OF MYNTRA

PACKAGING
166

EXCHANGE
165

CASH ON DELIVERY
168

DELIVERY TIME
198

CUSTOMER SERVICE
169

DISCOUNTS
181
140 150 160 170 180 190 200 210

INTERPRETAION;
The graph shows that the satisfaction level of customers in the features of Myntra. Delivery
time got 1st rank, discount got 2nd rank, customer service got 3rd rank, cash on delivery got 4th
rank, packaging got 5th rank and exchange got 6th rank.

30
4.21 RESPONDENTS LIKE TO RECOMMEND OTHERS TO BUY
PRODUCTS OF MYNTRA

Table 4.21
The table showing the no. of respondents like to recommend others to buy products of Myntra

PARTICULARS NO.OF RESPONDENTS PERCENTAGE

YES 35 70%

NO 15 30%

TOTAL 50 100%
(Source; Primary Data)

CHART 4.21
The graph shows the no of respondents like to recommend to buy products from Myntra

NO OF RESPONDENTS

YES NO

INTERPRETATION;
The graph shows that 70% of the respondents are willing to recommend others to buy product
from Myntra as they are completely satisfied with the products and the customer care of the
Myntra, but 30% respondents stated that they don’t want to recommend Myntra to other person
as they are not satisfied with it.

31
 HYPOTHESIS TESTING
MALE AND FEMALE FACTORS EFFECTING SATISFACTION
LEVEL

1. Whether there is significant difference between genders with respect of satisfaction level

Satisfied Dissatisfied Total

Male 24 11 35
Female 10 5 15
Total 34 16 50
(Source; Primary Data)

HO: There is no significant difference between the male and female in respect of
satisfaction level of 6 features of Myntra
H1: There is significant difference between the male and female in respect of
satisfaction level of 6 features of Myntra

O E O-E (O-E)2 (O-E)2/E

24 23.8 0.2 0.04 0.016807
11 11.2 -0.2 0.04 0.035714
10 10.2 -0.2 0.04 0.039216
5 4.8 0.2 0.04 0.083333
Total 0.17507
(Source; primary data)
Chi square = ∑ (O-E) / E =0.17507
2

DF = (r-1) (c-1) = (4-1) (5-1) = 12

Level of significance =.05
Table value =21.02

INTERPRETATION;

The calculated value of chi-square test is less than table value. Hence the
hypothesis drawn is sustained and accepted. It is established that, there is no significant
difference between the male and female in respect of satisfaction level of customers.

32
CHAPTER-5

FINDING, SUGGESTIONS
&
CONCLUSION
5.1 SUMMARY

The project entitled “A study on implementation of online marketing strategies for increasing
sale of consumables product in Myntra, Manjeri”. The main objective of the study was to
analyse the promotional strategies of Myntra.
This project was successfully completed through five chapters. The first chapter of the project
contains introduction. It includes objective, scope, sampling technique source of data and
limitations of the study.
The second chapter includes review of literature. The third chapter of project is company
profile and industrial profile. It includes the achievements, awards, history and growth of
Myntra. The study is conducted through direct personal interview of 50 individuals of various
social groups with the help of well-structured questionnaire. Respondent of selected samples
are duly tabulated, analysed and interpreted by using various statistical tools are included in
the fourth chapter.
The researcher while conducting the study comes across many findings, suggestions and
conclusions. All these includes in fifth chapter.

5.2 FINDINGS

The following are the findings that appeared while analysing the study:

 87% of respondents have rates the delivery charge is the high promotional strategies of
Myntra.

 Most of the respondents (96%) have rates the quality is the high factor for motivates
them to buy products through Myntra. Whereas size and availability are least factor
70% of respondents are affect the promotion strategy of buying decision in Myntra

 69.8% of respondents are satisfied the some features of Myntra

33
  Majority of the respondents are buying the product through online in occasionally
(32%)

 32% of respondents are prefer Amazon and 30% of respondents are prefer Flipkart for
online shopping

 42% of respondents purchase clothing and near 32% of respondents purchase footwear
in Myntra

 Most of the respondents ranked 1st for price and next is brand factor are considering for
the selection of product

 40% of respondents are good rating about the Myntra

 80% of respondents are got any special offers from Myntra

 50% of respondents are neutral with the product information of Myntra

 Among the respondent 26% of respondents felt problem in return policy and 24% of
respondents felt problem in delivery while conducting online purchase in Myntra

 70% of respondents are respondents like to recommend others to buy products of

Myntra
 There are no significant difference between the male and female in respect of
satisfaction level of customers.

 There are no significant difference between the male and female in respect of
satisfaction level of customers

5.3 SUGGESTIONS
The following are the suggestions that appeared while analysing the study:

 Since few of the customers are buying products through offline, awareness need to be
created for increasing online payment mode.

 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

 Complete information about the product need to be advertised for better understanding
of the product

34
  Lucky draw, coupons, etc. are required to promote the customers and also to increase
the sales

 The company has to give inform all customers for the new products launching time

 Ensure quick delivery

 Lack of out of stock should consider

5.4 CONCLUSION

Today online marketing strategies are very important for the customers to get to know about
the products and also for the company to increase their sales which in turn helps to achieve
their goals like profitability and survival. Marketing strategies are means for achieving the
organizational goals. Social media marketing, e-mail marketing, content marketing etc. are
some of the online marketing strategies that helps consumers in selecting the right products at
the right time and at the right cost where customers can get a clear understanding of the
products. Customer satisfaction is one of the major and significant factors that has to be met
with the help of various marketing tools and techniques. Here an attempt is made to understand
the implementation of online marketing strategies by Myntra in increasing the sale of products.
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.

35
 BIBLIOGRAPHY
Books & Authors:

 Information note to the press release no (33/2013)

 Internet marketing (Internet Marketing Academy) ISBN 978 97 882 815 9

 Kottler Philip Keller and Kevin Lane, Marketing Management (14th edition 2000)

 Seth Jagadish and Anil Parvatiyar, Customer relationship management 2004 ( Saga
Publication)

Articles from the Newspaper:

 Times of India

 India Today

 Business India

JOURNAL AND PAPERS

 “Fundamentals of E-Commerce by” Dr. Shivani Arora

WEBSITES

 www.myntra.com

 www.wikipedia.com

 www.commodityindia.com

 www.commerce-land.com

36
 QUESTIONNAIRE
DEAR RESPONDENT,
Greetings! My name is MD AYAAN ALI, a Final year student of B.Com Hons. In Acharya Jagadish
Chandra Bose college. As a part of my Academic curriculum, I am conducting a research on “THE
ONLINE MARKETING STRATEGY OF MYNTRA”. It would be incredibly helpful if you could
spare 2-3 minutes to participate in the given survey. Your insights will help me conduct my project in
a smooth manner. Your responses will remain confidential and will solely be used for academic research
purposes. Thank you for your time and valuable input

1. NAME :

2. GENDER : MALE FEMALE

3. AGE : BELOW 20 20-25 25-30

30-35 above 35

4. OCCUPATION : STUDENT SERVICE SELF EMPLOYED

5. Education qualification : SSLC Plus Two Graduate

Post Graduate Others 6

6. DO YOU PURCHASE FROM MYNTRA?

YES NO

7. HOW OFTEN DO YOU PURCHASE ONLINE ?

REGULARLY OFTEN OCCASIONALLY SOMETIMES

RARELY

37
 8. WHICH OF THE OTHER WEBSITES, YOU ARE USING APART FROM MYNTRA?

FLIPKART SNAPDEAL AMAZON JABONG

OTHER

9. WHICH OF THE PRODUCT HAVE YOU PURCHASE IN MYNTRA? (RANK 1-5)

CLOTH
HAND BAGS
COSMETICS
FOOTWEAR
OTHER

10. RATE THE FOLLOWING FACTORS THAT MOTIVATES YOU TO BUY IN MYNTRA?
FACTORS 5 4 3 2 1
DELIVERY TIME
PRICE
QUALITY
AVAILABILITY
BRAND
SIZE
PAYMENT MECHANISM

11. RANK THE FOLLOWING FACTORS INFLUENCE YOU BEFORE MAKING A SELECTION OF
PRODUCT IN MYNTRA ?
FACTORS RANK
RATING
BRAND
DISCOUNTS
ADVERTISEMENT
PRICE

38
 12. DO YOU THINK MARKETING STRATEGIES HELP COMPANY TO INCREASE SALES ?
YES NO

13. RATE THE FOLLOWING PROMOTIONAL STRATEGIES OF MYNTRA?

PROMOTIONAL 5 4 3 2 1
STRATEGIES
COUPON BOUGHT
FESTIVAL OFFER
END OF REASON SALE
DELIVERY CHARGE
DISCOUNTS & DEALS

14. PLEASE RATE THE PROMOTIONS OF MYNTRA IN COMPARISON TO OTHERS ?

POOR AVERAGE GOOD VERY GOOD
EXCELLENT

15. HAVE YOU HOPE A SPECIAL OFFER FROM MYNTRA?

YES NO
16. ARE YOU SATISFIED WITH PRODUCT INFORMATION DISPLAYED IN MYNTRA?
VERY MUCH SATISFIED SATISFIED NEUTRAL DISSATISFIED

HIGHLY DISSATISFIED

17. WHAT ARE THE INCONVENIENCE AND DISCOMFORT YOU HAVE IN MYNTRA?
QUALITY RETURN POLICY HIDDEN CHARGES
SECURITY DELIVERY PROBLEM

18. ARE YOU SATISFIED THE FOLLOWING FEATURES OF MYNTRA?

FEATURES VERY SATISFIED NEUTRAL DISSATISFIED HIGHLY
MUCH DISSATISFIED
SATISFIED

DISCOUNTS
CUSTOMER
SERVICE

39
DELIVERY TIME
CASH ON DELIVERY
EXCHANGE
PACKAGING

19. WOULD YOU RECOMMEND OTHERS TO BUY PRODUCTS OF MYNTRA?

YES NO

40