Project Report

Digital Marketing and E-commerce-

A study on the digital marketing
strategies of Myntra

Teja Kodary
 Title of the Project
Digital Marketing and E-commerce :- Study on the digital marketing strategies
of Myntra.

Submitted by
Name of the Candidate : Teja Kodary
Roll no : 2201146
Name of the College : Institute of Public Enterprise

Supervised by
Name of the Supervisor : M J Ramakrishna

Month & Year of Submission

September-2022

2
Supervisor's Certificate
This is to certify that Mr. Teja Kodary a student of
PGDM(general) at Institute of Public Enterprise, has worked
under my supervision and guidance for his Project Work and
prepared a Project Report with the title Digital Marketing
and E-commerce :- Study on the digital marketing
strategies of Myntra which he is submitting, is his genuine
and original work to the best of my knowledge.

_______________________

Signature
Date :- Name: M J Ramakrishna
Designation : Assistant Professor(Marketing)

Name of the college : Institute of Public Enterprise

3
Student's Declaration
I hereby declare that this project work entitled “Digital
Marketing and E-commerce :- Study on the digital
marketing strategies of Myntra” has been prepared by me
during the year 2022 under the guidance of Mr. M J
Ramakrishna, Institute of Public Enterprise.
I also declare that this project is the outcomes of my own
effort, that it has not been submitted to any other university
for the award of any degree.

Signature: _____________
Name: Teja Kodary
Roll No: 2201146
Date: 21-09-2022

4
 ACKNOWLEDGEMENT
The success and outcome of this project required a lot of
guidance and assistance from many people, and I am
extremely privileged to have got this all along the completion
of my project. All that I have done is only due to such
supervision and assistance and I would not forget to thank
them.
I respect and thank my supervisor M J Ramakrishna for
providing me an opportunity to do the project work and giving
me all support and guidance which made me complete the
project duly. I am extremely thankful to him for providing
such a nice support and guidance.
Last but not the least I would also like to thank my parents
and friends who directly or indirectly supported me during my
project work, without the help of whom this project would not
have been possible.

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 Table of Content
Chapter name Pages
• Chapter 1: INTRODUCTION
1.1 :

6
 INTRODUCTION

7
 CHAPTER – 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 mortar” shopping centers or retail Centre and many types of online
shopping. Business-to-consumer (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

• SEM (search engine marketing)
• Email Marketing
• Content Marketing

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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 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.

SEM (search engine marketing)

search engine marketing, is a highly effective way to increase your ranking on search engines
like Google, and attract qualified traffic to your website. Investing in SEM is a great way for
you to grow brand awareness and increase sales. SEM is a type of digital marketing strategy
that is focused on getting your company or your client on the first page, if not the first
position, of search engine results. The purpose of this if to drive a higher volume of traffic to
your site, which you can then convert.

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 behavior of customers.

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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.

OBJECTIVE OF STUDY
• To know the online marketing strategies of 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.

SCOPE OF 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.

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.

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

SOURCE OF SECOUNDARY DATA

The Main sources of secondary data is from a website studoc.com.

SAMPLE SIZE
The study is conducted based on 50 selected sample and findings are drawn based on their
response

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SAMPLE TECHNIQUE
Simple random sampling technique has been chosen for selecting the sample for this study.

TOOLS AND TECHNIQUES

TOOLS FOR DATA COLLECTION
The required data for the study has been collected through questionnaire through google
form.

TOOLS USED FOR DATA REPRESENTATION

Tables, graphs and charts used to present data.

TOOLS USED FOR DATA ANALYSIS

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

LIMITATIONS
Following is the main limitation of the study.

1. Sample size is very low

2. Opinion is based on a particular area
3. Respondent’s bias might have influenced
4. Same customers refused to co-operate
5. Customer’s responses are deemed and believed to true to their knowledge
6. Average response by respondents

CHAPTER PLAN

11
 REVIEW OF LITERATURE

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J Suresh Reddy has published article in Indian Journal of
Marketing. Title of the article is –“Impact of E-commerce on
Marketing”.
Marketing is one of the business functions 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. It creates positive interaction
with customers that can serve as the foundation for long term
relationships and encourage repeat purchases.
Victor Van Valen has published his paper - “Is your Marketing
Smart”.
Today advertisers not only need to cater to directly pinpoint a precise
targeted audience, but they need to customize their advertisements as
well. In web media, you have an idea of who will see your ads, and it
creates and impact on your audience. For e.g., you know Femina
Magazines would great to target women, so you 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.
This article is also very beneficial to my research work.
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

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 ORGANIZATION PROFILE
&
INDUSTRY PROFILE

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ORGANIZATION PROFILE OF MYNTRA
Myntra is an Indian fashion E-commerce marketplace 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.

PRODUCTS
In Myntra many types of 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
• Amazon
• Flipkart
• Nykaa Fashion
• Snapdeal
• Tata cliq
• meesho

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SWOT ANALYSIS
Strengths
-customer engagement
-return policy
-product’s variety
-domestic market
-monetary assistance provided
Weakness
-less brands
-quality of products
-small business unit
Opportunities
-growing economy
-new products and services
-market expansion
Threats
-brand variety
-refund delay
-products information

TOP 5 ONLINE SHOPPING SITES IN INDIA 2022

1. Flipkart
2. Amazon
3. Myntra
4. Snapdeal
5. Nykaa

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 STRATEGIES

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SEASONAL OFFERS
Seasonal promotions are special offers, discounts or limited edition items tied to an event
during the year. This can be a specific holiday such as Memorial or Columbus Day, or a
certain time of year, such as back-to-school season.

INFLUENCER MARKETING
Influencer marketing is a type of marketing that uses influencers to promote a brand to a
larger market. Influencers are opinion leaders with a social following base. They appear as
experts or trustworthy sources of information.

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SOCIAL MEDIA MARKETING
Social media marketing (SMM) (also known as digital marketing and e-marketing) is the use
of social media platforms on which users build social networks and share information to
build a company's brand, increase sales, and drive website traffic.
INSATGRAM STORIES OF MYNTRA

DIGITAL AD MARKETING
Digital advertising refers to marketing through online channels, such as websites, streaming
content, and more. Digital ads span media formats, including text, image, audio, and video.

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CONTENT MARKETING
Content marketing is a marketing strategy used to attract, engage, and retain an audience by
creating and sharing relevant articles, videos, podcasts, and other media. This approach
establishes expertise, promotes brand awareness, and keeps your business top of mind when
it's time to buy what you sell.

DIGITAL COSTUMER ENGAGEMENT

Digital engagement is the process of interacting with potential and existing customers
through various digital channels to build your relationship with them. These channels include
email, messaging, social media, and many more.

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EMAIL MARKETING
Email marketing is a form of marketing that can make the customers on your email list aware
of new products, discounts, and other services. It can also be a softer sell to educate your
audience on the value of your brand or keep them engaged between purchases.

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SEO (search engine optimization) / SEM (search engine marketing)
SEO (search engine optimization) refers to the practice of refining your website to make it
perform better in search engines like Google. SEM (search engine marketing) refers to
marketing activities involving search engines, like SEO and pay-per-click (PPC), local
listings on search engines, and more

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 ANALYSIS

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GENDER CLASSIFICATION
NO.OF
GENDER RESPONDENT PERCENTAGE

MALE 35 70./.
FEMALE 15 30./.
TOTAL 50 100./.

GENDER CLASSIFICATION

30%

70%

MALE FEMALE

INTERPRETATION
The table shows that out of 50 respondents there are 35 respondents are male and remaining
15 respondents are female.

AGE CLASSIFICATION
AGE NO.OF RESPODENT PERCENTAGE
BELOW 20 12 24./.
20-25 15 30./.
25-30 10 20./.
30-35 8 16./.
ABOVE 35 5 10./.
TOTAL 50 100./.

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 AGE CLASSIFICATION

30
24

20

16

10
BELOW 20 20-25 25-30 30-35 ABOVE 35

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.
CLASSIFICATION ON THE BASIS OF RESPONDENTS BUY THE PRODUCTS
FROM MYNTRA
PARTICULARS NO.OF RESPONDENT PERCENTAGE
YES 50 100./.
NO 0 0
TOTAL 50 100./.

NO OF RESPONDENTS

YES

100%

INTERPRETATION
The shows and pie chart shows that 50 respondents are buying through Myntra(only selected
Myntra customers)

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PATTERN OF SHOPPING
Table shows that no. of respondents often buys the product through online

FREQUENCY NO.OF PERCENTAGE

RESPODENTS
REGULARLY 4 8./.
OFTEN 7 14./.
OCCASIONALLY 19 38./.
SOMETIMES 12 24./.
RARELY 8 16./.
TOTAL 50 100./.

PATTERN OF SHOPPING IN MYNTRA

PERCENATGE Column1 Column2
38

24

16
14
8

REGULARLY OFTEN OCCASIONALLY SOMETIMES RARELY

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 most 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.

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 CLASSIFICATION ON THE BASIS OF OTHER WEBSITES USING
APART FROM MYNTRA
The table shows that respondents using other websites apart from Myntra
WEBSITES NO.OF REPONDENTS PERCENTAGE
FLIPKART 15 30./.
AMAZON 16 32./.
SNAPDEAL 11 22./.
JABONG 3 6./.
OTHER 5 10./.
TOTAL 50 100./.

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

OTHER WEBSITES USING APART FROM

MYNTRA
Column1 Column2 Column3
16
15

11

5
3

FLIPKART AMAZON SNAPDEAL JABONG OTHER

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.

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PRODUCT PURCHASED THROUGH MYNTRA
The table shows that categories of products that the consumer buys in Myntra
PARTICULARS TOTAL RANK
CLOTHING 213 1
HANDBAGS 189 3
COSMETICS 109 4
FOOTWEAR 203 2
OTHER 107 5

The chart showing the no. of respondents purchased the types of products through Myntra.

PRODUCT PURCHASED FROM MYNTRA

13%
26% CLOTH
HANDBAG

25% COSMETICS
FOOTWEAR

23% OTHER
13%

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 most 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.

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RESPONDENTS THINK THE MARKETING STRATEGIES HELP
COMPANY TO INCREASE THE SALES
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./.

The graph shows the no. of respondents think the marketing strategies helps company to
increase the sale.

NO.OF RESPONDENTS

30% YES
NO

70%

INTERPRETATION
The table shows the no. of respondents 70% think the marketing strategies helps
company to increase the sales and 30% think the marketing strategies not helps company to
increase the sales. The shows that majority of respondents are think the strategies helps
company to increase the sales and minority of respondents think marketing strategies not
helps company to increase the sales.

PROMOTIONAL STRATEGIES OF MYNTRA

The table shows that respondents rate the promotional strategies of Myntra

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 PROMOTIONAL 5 4 3 2 1
STRATEGIES
COUPON 3 5 8 30 4
BOUGHT
FESTIVAL 2 1 0 16 31
OFFER
END OF 5 14 22 7 2
SEASON SALE
DELIVERY 28 14 6 2 0
CHARGE
DISCOUNTS & 16 22 12 0 0
DEALS

ANALYSIS OF PROMOTIONAL STRATEGIES OF MYNTRA

PROMOTIONAL 5 4 3 2 1 TOTAL PERCENTAGE

STRATEGIES
COUPON 15 20 24 60 314 123 40./.
BOUGHT
FESTIVAL 10 4 0 32 2 77 30./.
OFFER
END OF 25 56 66 14 0 163 65./.
SEASON SALE
DELIVERY 140 56 18 4 0 218 87./.
CHARGE
DISCOUNTS & 80 88 36 0 0 204 81./.
DEALS

Chart
The graph shows the promotional strategies of Myntra.

PROMOTINAL STRATEGIES
Series 1 Column1 Column2
87

81
65
49

30

CATEGORY 1 FESTIVAL OFFER END OF SEASON DELIVERY CHARGE DISCOUNTS &

SALE DEALS

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

RESPONDENTS RATES THE PROMOTIONS OF MYNTRA

Table
The table shows that no. of respondents rates the promotion of Myntra in comparison to
others.
PARTICULARS NO.OF RESPONDENTS PERCENTAGE
POOR 4 8./.
AVERAGE 13 26./.
GOOD 20 40./.
VERY GOOD 7 14./.
EXCELLENT 6 12./.
TOTAL 50 100./.

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

RATE OF PROMOTION'S OF MYNTRA

Series 1 Column1 Column2
40
26

14

12
8

POOR AVERAGE GOOD VERY GOOD EXCELLENT

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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 most 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.

RESPONDENTS ARE SATISFIED WITH THE PRODUCT

INFORMATION OF MYNTRA
Table
The table shows that no. of respondents is satisfied with the product information of Myntra.
PARTICULARS NO.OF REPONDENTS PERCENTAGE
VERY MUCH SATISFIED 5 10./.
SATISFIED 10 20./.
NEUTRAL 25 50./.
DISSATISFIED 6 12./.
HIGHLY DISSATISFIED 4 8./.
TOTAL 50 100./.

Chart
The graph shows that no. of respondents is satisfied with the product information of Myntra.

RESPONDENTS ARE SATISFIED WITH THE

PRODUCT INFORMATION OF MYNTRA
Series 1 Column1 Column2
50
20

12
10

CATEGORY 1 SATISFIED NEUTRAL DISSATIFIED HIGHLY

DISSATIFIEDD

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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.

PROBLEMS FACED BY THE CUSTOMERS OF MYNTRA

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

PROBLEMS NO.OF RESPONDENTS PERCENTAGE

QUALITY 8 16./.
RETURN POLICY 13 26./.
HIDDEN CHARGES 6 12./.
SECURITY 11 22./.
DELIVERY 12 24./.
PROBLEMS
TOTAL 50 100./.

Chart

PROBLEM
Series 1 Column2 Column1
26

24
22
16

12

CATEGORY 1 RETURN POLICY HIDDEN CHARGES SECURITY DELIVERY

PROBLEMS

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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.

RESPONDENTS LIKE TO RECOMMEND OTHERS TO BUY

PRODUCTS OF MYNTRA
Table
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./.

Chart
The graph showing the no. of respondents like to recommend others to buy products of
Myntra.

LIKE TO RECOMMEND

30% YES
NO

70%

34
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 most 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.

35
 FINDINGS,
SUGGESTIONS
&
CONCLUSION

36
SUMMARY
The project entitled “Digital Marketing and E-commerce :- Study on the digital
marketing strategies of Myntra”. The main objective of the study was to find the Digital
Marketing 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, analyzed 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.

37
FINDINGS
The following are the findings that appeared while analyzing the study.

• Most of the age is between 20 to 30 who shop at Myntra according to

the survey
• By checking pattern of shopping 38./. buy products occasionally.
• Apart from Myntra respondents mostly (30-32./.) buy products from
Flipkart and Amazon
• Cloths, footwear and handbags were mostly bought from respondents
by Myntra.
• Delivery charges with 87./. and discount & deals are the best strategy of
Myntra according to the survey.

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SUGGESTIONS
While analyzing the following are suggestions noted.

• Complete information about the product needs to be advertised for

better understanding of the product.
• As cloths and handbags are most products that bought, should continue
adding more variety in them.
• The company must make ease for searching products what they are
looking for.
• The product’s quality had to be increased.
• They should provide instant refund after checked and picked up of the
product.

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CONCLUSION
Today online marketing strategies are very important for the customers to get to know about
the products and 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 must 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 to help
customers and also to increase the sale of products in the highly competitive market

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41