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    Myntra: Plan To Venture Into The BPC Market

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    Shashank Pullela
    Mynatra is an Indian online fashion and lifestyle retailer that is considering expanding into the fast growing beauty, personal care, and consumer goods (BPC) market. However, a SWOT analysis reveals Mynatra's strengths in its merger with Flipkart and supply chain, but also weaknesses in having a preconceived image as only a fashion brand and lack of focus on BPC products. To successfully enter the BPC market, Mynatra would need to change consumer perceptions, expand its BPC product collection and brands, and implement promotional strategies tailored to BPC.

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    Myntra: Plan To Venture Into The BPC Market

    Uploaded by

    Shashank Pullela
    93 views7 pages
    Mynatra is an Indian online fashion and lifestyle retailer that is considering expanding into the fast growing beauty, personal care, and consumer goods (BPC) market. However, a SWOT analysis reveals Mynatra's strengths in its merger with Flipkart and supply chain, but also weaknesses in having a preconceived image as only a fashion brand and lack of focus on BPC products. To successfully enter the BPC market, Mynatra would need to change consumer perceptions, expand its BPC product collection and brands, and implement promotional strategies tailored to BPC.

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    Myntra Final Updated]

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    Mynatra is an Indian online fashion and lifestyle retailer that is considering expanding into the fast growing beauty, personal care, and consumer goods (BPC) market. However, a SWOT analysis reveals Mynatra's strengths in its merger with Flipkart and supply chain, but also weaknesses in having a preconceived image as only a fashion brand and lack of focus on BPC products. To successfully enter the BPC market, Mynatra would need to change consumer perceptions, expand its BPC product collection and brands, and implement promotional strategies tailored to BPC.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    93 views7 pages

    Myntra: Plan To Venture Into The BPC Market

    Uploaded by

    Shashank Pullela
    Mynatra is an Indian online fashion and lifestyle retailer that is considering expanding into the fast growing beauty, personal care, and consumer goods (BPC) market. However, a SWOT analysis reveals Mynatra's strengths in its merger with Flipkart and supply chain, but also weaknesses in having a preconceived image as only a fashion brand and lack of focus on BPC products. To successfully enter the BPC market, Mynatra would need to change consumer perceptions, expand its BPC product collection and brands, and implement promotional strategies tailored to BPC.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 7

    MYNTRA The Indian fashion and

    lifestyle brand.

    Plan to venture into the BPC market.


    Journey SWOT ANALYSIS

    Strengths Weakness

    • Flipkart merger. • Limited market share growth.


    • Retaining independence. • Low number of outlets.
    • Offering of over 1.5lakh products with • Lack of focus on BPC.
    over 10,000 brands. • Pre-conceived notion as a fashion
    • Robust supply chain spread across first brand.
    90,000+ locations. • Lack of focus on lingerie Market.
    • Success of end Of season sales.
    • Wide-spread advertising campaigns.

    Opportunities Threats
    • Selling private labels can increase • Global competitors making their way.
    margin. • Increased competition with fashion
    • Partnership with celebrity designers segment becoming popular.
    and bollywood divas. • Economic fluctuations and unfavorable
    • Bridal collection for huge wedding govt policies
    market in India. • App-only business model might prevent
    • Expansion into global markets. it from capturing the growing online
    space.
    PESTLE Analysis

    Political Economical
    Legal
    • Flash sales banned
    • Flexible to changes
    • COVID regulations • Consumer cases
    • Reduction of
    • Deep discounting • 322 cases filed in 2019
    discouraged. purchasing power due
    to the pandemic
    in P’kula District Technological
    • Legal backlash for logo
    • Doing well amid
    lockdown • Using AI and Data Mining
     Team Rapid
    Environmental  Myntra’s brand Moda
    Rapido powered by AI
    • Minimizing utilization of Social • Planning for chat based
    natural resources assistant app
    • Logo controversy
    • Myntra for earth.
    • Double taxation leading to customer dissatisfaction
    GAP Analysis To Enter BPC
    Focus and Brand Image

    • Primary focus on fashion


    • BPC is not highlighted on their website
    • To be tackled 1st to change the consumer perspective.

    Collection and Offerings

    • Lack of strong collection of BSE products.


    • Lack of platform-exclusive brands.

    Lack of Focus on Appliances


    Lack of Focus on Appliances
    With the lack of Salons and Beauty Parlours during pandemic, there
    Like Moda Rapido in Fashion, Myntra should have
    Is a huge market for BPC Appliances. This product portfolio is very
    their own BPC brand either by own R&D or
    weak in case of Myntra.
    acquiring a small BPC company.
    Competitive Analysis

    Strategy
    • Digital Marketing on point.
    • Social Media Marketing Resources and
    • YouTube Marketing Capabilities
    • Content Marketing
    Nykaa’s business model:
    • Omnichannel marketing strategy • Wide range of products.
    • Adequate inventory

    • Try and buy product strategy maintenance.


    • Social media influencers.

    • Taking risks to maintain


    • Brand Image & Recognition
    customer obsession.
    BPC Market Key Drivers

    Main Factors Attractive Attributes

    • Premiumisation
    • Ingredient transparency
    • At home services, online buying

    • Peer feedback and product


    • Marketing with specific focus
    reviews

    • Natural Products
    • Recognising product with a

    • Personalised skin care routines celebrity.


    Promotional Strategies
    1. Splitting website into BPC and Clothing

    2. Sub-brand strategy (2gud & Poco)


    T
    H
    3. BPC Ad. Campaign on social media. A
    N
    4. Free products/Coupons on purchase milestones. K

    5. Extend shop the look to BPC segment. Y


    O
    6. Introduce Try and Buy strategy in the BPC segment. U

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