CHAPTER 1

Introduction

1.1 About Myntra

Myntra.com is a one stop shop for all fashion and lifestyle needs. Being Indias largest Ecommerce store for fashion and lifestyle products, Myntra.com aims at providing a hassle free
and enjoyable shopping experience to shoppers across the country with the widest range of
brands and products on its portal.
Vision: Aims at providing a hassle free and enjoyable shopping experience to shoppers
across the country with the widest range of brands and products on its portal.
It is making a conscious effort to bring the power of fashion to shoppers with an array of the
latest and trendiest products available in the country.
Mission: Giving customer the power and ease of purchasing fashion and lifestyle
products online. The brand is making a conscious effort to bring the power of fashion to shoppers
with an array of the latest and trendiest products available in the country.
1

History
Myntra was established by Mukesh Bansal, AshutoshLawania, Imran khan and

VineetSaxena in February 2007. All for are IIT alumni, and have worked for several start-ups.
Myntra is headquartered in Bangalore and has been funded by Venture Capital funds like
Tiger, Kalaari, Premji Invest, IDG&Accel Partners.
From 2007 to December 2010, Myntra .com was in the business of personalization of
products online. The products ranged from T-shirts, mugs, greeting cards, calendars, keychains,
diaries, etc. However, in 2010, the company repositioned itself and expanded its catalogue to
retail fashion and lifestyle products.

Business Focus and Products

Myntra has tied up with top fashion and lifestyle brands in India, such as Nike, Inc.,

Reebok, Puma, Adidas, Basics, Lee, Levis, FILA, CAT, Timberland, Steve Madden, Biba,
FabIndia etc. to offer a wide range of current season merchandise from these brands.
Myntra.com currently offers close to 50,000 products from more than 600 Indian and
international brands. These include shoes for running, tennis, football, basketball, and fitness,
along with casual footwear from world renowned industry leaders like Nike, Puma, Converse,
Supra, Adidas, Reebok, Lee cooper, Numero Uno, Skechers, Crocks, Asics, Fila, Lotto, ID and
many more. There are also casual and dressy footwear for women from Catwalk, Carlton
London, Steve Madden and Red Tape to name a few.
Myntra.com also stocks T-shirts for men and women from popular brands like Jealous21,
Forever New, Classic Polo, Inkfruit, Lee, Nike, Inc., Puma, Adidas, Reebok, kook n Keech,
Lotto and many more. The website has also launched Being Human and Fastrack watches. In
July 31, 2012 Bollywood actor KalkiKoechlin , launched Myntras Star N Stylefeature.
In 2013, Myntra acquired San-Francisco based Fitiquette, a developer of virtual fitting
room technology.
In November 2013, Bollywood star Hrithik Roshan joined forces with online shopping
portal Myntra.com to exclusively launch and manufacture his active lifestyle apparel and casual
wear brand HRX.

Business model
Myntra.com is an aggregator of many brands. Its business model is procuring current

season merchandise from various brands and making them available on the portal at the same
time as in respective retail brand outlets. All these products are offered to customers on MRP.
In, October 2007, Myntra received a seed funding from Accel Partners (formerly Erasmic
Venture Fund ), Sasha Mirchandani from Mumbai Angels and another angel investor. In
November 2008, Myntra raised with a funding of $5 million from NEA-Indo US Ventures, IDG
Ventures and Accel Partners.
2

In the second round of funding led by Tiger Global and participated by existing investors
IDG Ventures and Indo-US Venture Partners, Myntra raised $14 million.
Towards the end of 2011, Mynra.com raised $20 million in its third round of funding led
by Tiger Global.
Myntra launched a brand campaign with its first TVC in july 2011. The commercial
juxtaposes new-age fashion with old-world grit and positions Myntra as fashionable new age
brand.
Myntras second campaign, with the tagline Ramp It Up, was launched in October 2011
with a TVC. The new ad scored high on fashion quotient and the core message was to
communicate the launch of the Autumn Winter 2011 collection on Myntra.com.
In February 2012, Myntra also rolled out an OOH (out of home ) campaign across Tier 2
cities, to build brand awareness and promote online shopping.
In June 2012, Myntra launched its third campaign. Created by Taproot, the
communication emphasizes the benefits of buying online, and is titled Real Life Mein AisaHota
Hai Kya.in which they offer free shipping, cash on delivery, 30day return & 24 hours dispatch.
Myntra continued the Real Life Mein AisaHota Hai Kya theme in its next campaign in
October 2012 and extended it to showcase its wide catalog and hassle-free Returns Policy.
In February 2014, Myntra raised additional $50 million funding from Premji Invest and
few other Private Investors.

Value Proposition
Myntras value proposition revolves around giving consumers the power and ease of

purchasing fashion and lifestyle products online. Offerings such as the largest in-season product
catalogue, 100% authentic products, cash on delivery; EMI facility and 30 day return policy
make Myntra.com, the preferred shopping destination in the country. To make online shopping
easier for its customer, a dedicated customer connect team is on standby answer their queries
24*7.
3

Brands
Myntra.com understands its shoppers needs and caters to them with choice of apparel,

accessories, cosmetics and footwear from over 500 leading Indian and international brands. It
deals with two types of brands Private Brands and External Brands, Prominent External brands
include Adidas, Nike, Puma, Catwalk, Inc 5, United Colors of Benetton, FCUK, Timberland,
Avirate, FabIndia and Biba to name few.
Myntra also has its private brands like Anouk, D Muse, Dressberry, ETC, Gossip, HRX, Kook N
Keech, Mard, Mast, &Harbour, Mirage, Roadster and Sher Singh.

Core Values

Customer satisfaction is hard to achieve and even harder to maintain. Folks at Myntra take a
proactive approach to understand the customers pain points and wow points to excel in customer
satisfaction. To ensure that the underlying philosophy of the company does not get diluted, the
company has found a unique technique to instill its 10 core values into the employees.
a

Customer Vow
Myntra will aspire to be a truly customer centric company where the customer
needs to be literally wowed with the experience at every touch point. Everything we do,
every decision we take must be with the customer at the center of everything. We will
think through how each of our actions affects customer experience and we will not
compromise on this for anything. We will be truly committed to delighting the customer
where they can completely trust the brand and start to expect the unexpected from us in
terms of our willingness to go the extra mile. We will do whatever it takes to make

shopping with Myntra a delightful and happy experience.

b Pursuit of Excellence/Attention to Detail
Myntra will build a culture where we set the bar very high in everything we do.
As a company, we will know what the global benchmark is today and will attempt to
exceed this in whatever we take up. This will permeate every department and every
person who works at Myntra. From our long term business vision to the smallest things
that we execute day to day - we will pursue true excellence where we dont make
compromises, pay lot of attention to detail, dig deep and dont stop until we believe this
4

cant be further improved. This will require us to challenge individual and organizational
c

limits in the pursuit of excellence.

Ownership
Everything we do ultimately rests with someone who has the ownership. We will
build a culture where every person takes his or her ownership seriously and is
accountable for making things they sign up for happen. This will require them to execute
outside their comfort zone, go the extra mile, push others to resolve dependencies and do
whatever it takes to get things done. Myntra culture will encourage people to put their
hands up to sign up for difficult challenges and accord adequate autonomy to figure out
the best execution course. Ownership will mean not passing the buck or finding excuses
but rather figuring out the best way to deliver what one has signed-up for and holding self

as well as those they are dependent on accountable for results.

Do things differently
The world is moving at a fast pace and what was state-of-the-art yesterday
routinely and rapidly becomes common-place. This value is driven by people and
organizations that have the courage of conviction to try out whats not been done before
and carry through their conviction regardless of the doubts and nay-sayers. This applies
to everything we do. We can opt to do things how the way they were always done or we
can discover our own way of doing things and keep making them better. Myntra will
encourage a culture where we attempt to think of new and innovative ways to do even the

smallest things so that small things add up to long term competitive advantage.
Follow your Passion / Do what you Love
Every person in the team has some unique strength, interests and point of view.
We will build a culture where each person is able to follow his or her passion and is
involved in the work that genuinely excites them. We will encourage every person to be
clear about their strengths, the areas where they can add the best value and what aligns
with their long term career goals and objectives. The quality of output and the
commitment is directly proportional to how each one has bought into whats being done
and this is best achieved by aligning goals around peoples strength and interests. As an
organization, Myntra will invest effort in understanding a person holistically and
providing an environment where people can pursue their interests in alignment with

organizational goals.
Data drives decisions
5

It is increasingly possible to measure and quantify everything we do and it is

generally straight-forward to course-correct when we know that we are not on the right
course. As an organization, we will aspire to make all decisions based on data rather than
subjective opinion. It requires a different mindset, where one has to think about what the
relevant data points are, how to get accurate measurements done and how to interpret the
data being collected. The focus on data will help make the organization smarter and more
scalable. This will ensure that we cut our losses and double down on things that are
working. There is practically nothing that we do which cannot be executed in a sharper
g

way with increased focus on data driven decision making

Respect, Equality and Transparency
Myntra aspires to build a culture where every individual is respected and treated
as equal. We will not have any rigid hierarchy or protocol based on seniority. Every
person has a different role to play and it is a function of what experiences they have and
what value they bring to the table. Respect will be earned from contribution and valueadd rather than as an entitlement emanating from hierarchy. Myntra will encourage an
open culture where everyone can voice their opinions in a constructive way and we will
let the merit stand no matter where the ideas come from. We also fundamentally believe
that the more context one has, the better the ability to contribute and influence the
decision making. We will do everything possible to be a truly transparent organization
where every person has ready access to all relevant information pertaining to the

business.
h Do More with Less
Our ability to maximize the ROI from every rupee spent will be one of the most
important factors determining our long term success. There are always multiple ways to
spend money and a lot of choices available on when to spend it. No matter how big or
small an expense is and no matter how good our financial health is, we will build a
culture where each expense is scrutinized by the person making the call and is approved
only when one is sure that this is the best possible way to spend the money. We will also
strive to think creatively of alternatives so that we can get the job done with as little as
possible. This may require unconventional thinking, reusing what we already have, barter
arrangements with our partners, using seconds where first hand doesnt make a big
i

difference etc.
Continuous Learning & Growth
6

With the pace the world is moving at, what we know today becomes obsolete in a
matter of months. Every person in the company needs to continuously sharpen their skills
and retool themselves so that one is always prepared for the challenges of tomorrow. If
we are not learning and growing, we are falling behind and this requires conscious effort
outside of the work deliverables. There are a number of things that happen every day in
terms of new information, new innovations, and new tools etc. - many of those things can
inform how we go about doing things here in a better way. We will want everyone in the
company to keep upgrading their skills by going through structured training programs to
complement their skill-set and acquire new skill-sets so that one is able to contribute
j

more and keep advancing in ones career at an accelerated pace.

Work Hard, Play Harder
Myntra will create a fun work environment where one can look forward to
coming to work each day and have lot of fun while doing creative work that has direct
impact on business performance. We will always set aggressive goals so that we keep
raising the bar, which will require every person to stretch but we will do so in a way
where one can enjoy oneself throughout the process. This will be supported by an
informal and casual work environment with various amenities to help cool down and
relax and participation in various sports activities while at work. We will also drive
various programs from time to time to ensure that we celebrate.

Recognitions
a Awarded 'Fashion e - retailer of the Year 2013' by Franchise India Indian e - Retail
b

Awards
Awarded 'Best E-commerce Website for 2012' by IAMAI India Digital Awards

Awarded 'Images Most Admired Retailer of the Year: NonStore Retail' for 2012
by Images Group

Mens Luggage and Travel Category

Article Types: Backpacks, Trolleys, Duffle Bags, Rucksacks, Messenger bags,

Laptop Bags, Overnighters

Brands: 90+ Brands Including Tommy Hilfiger, Quiksilver, American Tourister,
Skybags, and Premium brands like Delsey and Victorinox.
7

Important Articles: Backpacks by Volume and revenue. Trolleys are second

important category because of the revenue they generate due to their higher

selling price.
Contribution to Myntra: 2.8% and Around 4 Crores per month.
Major Brands: American Tourister, Tommy Hilfiger, Skybags, Pronto, Flying
Machine.

1.2 About the project

1.2.1 Problem Statement

Ease of searching and Return of Relevant results are very important on an internet based
sales portal. The filtering options are customized to every product category in order to give the
user an ease of searching. These filtering options need not only be relevant but also provide the
user means of looking for the looking product as he/she does in a traditional store.
But in Myntra, Luggage and Travel Related products esp Backpacks do not have filters
that reflect the product category or provide the means to shop as in a traditional store. So the
problem addressed in the project is: Optimizing the search of Backpacks in the portal in a way it
is relevant to the article type and also a translation of traditional shopping behavior.

1.2.2 Research Problem

Increasing the sales of Backpacks by search optimization and Targeted Marketing

1.2.3 Objectives of the project

To find out the way customers shop backpacks in an offline store to optimize search.
To find out the issues faced by customers of Myntra when they buy backpacks.
To create sales campaigns in order to justify the recommended attributes/ filters will be
beneficial to the article type.

1.2.4 Research Methodology

Primary Research: To identify the filters that can be applicable to Backpacks.

Secondary Research: To Target the customers for sales campaigns, a deep dive into the
existing customer history is undertaken.

1.2.5 Sampling for Primary Research

1.2.5.1 Sampling Method:
The sample method for this study is convenience sampling.
1.2.5.2 Sampling frame:
Age group selected will range from 18 to 26 for this study.
1.2.5.3 The population of interest:
Two segments of people are chosen as the population of study.
1. Existing customers of Myntra who have bought backpacks recently and are of the age
group 18-26.
2. Potential customers who were in retail stores looking for backpacks and are in the age
group of 18-26.
1.2.5.4 Sample size:
128 respondents. 78 Existing Customers, 50 Potential Customers.

1.3 Need of the project

1.4 Scope of the project

1.5 Limitations of the project

10

Chapter 2
Literature Review
Dr.Jeff Tanner and Mary Raymond[1] in their book Marketing Principles note that
high-involvement decisions carry a higher risk to buyers if they fail, are complex, and/or have
high price tags. A car, a house, and an insurance policy are examples. These items are not
purchased often but are relevant and important to the buyer. Buyers dont engage in routine
response behavior when purchasing high-involvement products. Instead, consumers engage in
whats called extended problem solving, where they spend a lot of time comparing different
aspects such as the features of the products, prices, and warranties. If the customer needs a
particular type of backpack, he/she may need to get information on different alternatives. If what
he/she already knows about backpacks doesnt provide enough information, he/shell probably
continue to gather information from various sources. Frequently people ask friends, family, and
neighbors about their experiences with products. Internet shopping sites such as Amazon.com
have become a common source of information about products. However, customers also often
consult non-neutral sources of information, such advertisements, brochures, company Web sites,
and salespeople. Evaluative criteria are certain characteristics that are important to you such as
the price of the backpack, the size, the number of compartments, and color. Some of these
characteristics are more important than others.
Stephen Griffiths[2], in his report, Mobile Retail Apps and Sites: Designing a Better
Experience for Shoppers published by Google talks about the key principles and considerations
of mobile application user experience - i.e. the important things to think about - when assessing
Smartphone apps, in order to identify what and how to improve the user experience, optimize
conversion and better measure app performance. The content was divided into five sections,
namely, 'Adopt', 'Use', 'Transact', 'Return' and 'Usability Hygiene'.

Adopt covers the importance of home screen and navigation, splash screens and tips.
How getting users into the content / substance as quickly as possible, will let them use,
assess and experience its value to them

11

Use is about making conversion decisions easier by enhancing and improving search,
product screens and cross device functions to help users find what they want quickly and
easily, in order to satisfy their needs and drive conversion.

Transact comprises of topics under payment, ordering and confirmations to make

conversion an easy process. The aim is to help users progress through each checkout
stage with minimal effort, with sufficient reassurance, and to convert without hesitation

Return focuses on topic related to self service, canceling, returning, post purchase
notification and interactions

Usability Hygiene focuses on usability hygiene, or the basics that need to addressed to
optimize conversion, and avoid interrupting or forcing users to think about things that
should be simple. You need to work hard to meet the expectations of users who are
becoming more accustomed to high quality apps, published by brands that invest time
and effort creating, testing and optimizing services, to deliver usable, robust, and
sometimes delightful user experiences.
Peter S. H. Leeflang & Josefa Parreo-Selva[3], in their research paper Cross-

category demand effects of price promotions define Cross-selling as the art of enticing
customers with goods or services that are related to what they are already buying. They also
conclude in their research that Retailers benefit from cross-category promotion effects if the
cross-category complementary effects are greater than the cross-category substitution effects.
P. B. Seetharaman[4] in his work of Models of Multi-Category Choice Behavior
reveals that demand interdependencies exist between unrelated categories, including those that
are not a priori perceived as complements or substitutes.
Jiang, Cuiqing[5] in his research Hybrid collaborative filtering for high-involvement
products: A solution to opinion sparsity and dynamics observes that High capital value
goods that are purchased only after long and careful consideration, such as a car, truck, appliance
(called high-involvement products) are increasingly being purchased online. For these products
accurate recommendations are very important. Collaborative filtering (CF) is a commonly used
approach for recommending products based on known preferences of similar users.

12

M. Sathish[6] in Gender differences in Buying Behavior and Brand preferences

towards Backpack has found that Men and women both have started using the backpacks on
almost regular basis. Men prefer more on utility of the backpacks and this was proved with
regression analysis. Men prefer on design of the bags as we find designs play a major role in
their selection of backpacks.

13

Chapter 3
Data Analysis
Table 1: Data analysis of Surveys conducted with two questionnaire
Questionnaire 1 - Potential customers
Questionnaire 2 - Existing customer
Sample Size - 50
Sample Size - 78
Age group
18-22
64%
18-22
54%
22-26
36%
22-26
46%
Customer's Evaluation on Ease & Comfort in
product search in App
Rating
3.013
Information needed to make Buying decision(7 point scale, Characterized by weighted
mean)
Size
6.79 Liter Capacity
5.88
Liter Capacity
4.54 No. of Compartments
6.15
No. of Compartments
6.59 organizer compartment
4.53
Organizer compartment
4.95 Side stash pockets
3.46
Side stash pockets
4.70 Presence of Rain Cover
5.23
Water resistance
Laptop Compatibility

5.48
6.86

Back Panel
Ergonomic shoulder straps

4.60
3.58

Presence of Rain Cover

5.51

Adjustable Shoulder straps

3.41

Back Panel
Ergonomic shoulder straps
Adjustable Shoulder straps
Presence of Wheels
Other Technical features
With S/M/L
With Liter Capacity
Both

4.89 Other Technical features

3.86
3.78
3.56
3.48
Reference to Size of Backpacks
40% With S/M/L
14% With Liter Capacity
46% Both

Consideration of Organizer Compartment

Count it in no. of compartments
58% Count it in no. of compartments
Count it separately
42% Count it separately

Very Important
Important
Neutral
Less Important
Least Important

Importance of Design
38% Very Important
28% Important
8% Neutral
16% Less Important
10% Least Important

Legend
Approv
ed
With
Held
Rejecte
d

3.94

42.30%
10.25%
47.43%

Overall
41.40%
11.71%
46.87%

62.82%
37.18%

60.94%
39.06%

29.49%
43.59%
3.85%
8.97%
14.10%

32.81%
37.50%
5.47%
11.72%
12.50%

14

Designs that entice customers into buying (5 point scale, Characterized by weighted mean)
Solids
4.52 Solids
4.41
Graphic Prints
4.79 Graphic Prints
4.27
Geometric Prints
4.55 Geometric Prints
4.29
Logo Printed/ Embroided
4.39 Logo Printed/ Embroided
4.14
Animal Print
2.94 Animal Print
3.10
Floral Print
3.21 Floral Print
3.03
Print Inspired by Travel
2.79 Print Inspired by Travel
2.85
Camouflage print
2.55 Camouflage print
2.55
Contrast Color detailing
3.91 Contrast Color detailing
3.41

I go for them
They earn my consideration
They never entice me

Importance of Popular Collections

28% I go for them
38% They earn my consideration
34% They never entice me

24.36%
35.90%
39.74%

25.78%
36.72%
37.50%

3.1 Recommendations
The surveys conducted, which predominantly had customers of group 18-22, revealed the
following:
1. Customers prefer to have inputs of both Size and Liter Capacity
2. Also, Organizer compartments are counted one among the major compartments when no.
of compartments is counted. This helps in keeping the no. of tabs down in the application
and thus customer experience is not affected.
3. Design of backpacks is also a very important factor influencing the purchase decision of
backpacks and four designs are found to be enticing to the customer namely, Solids,
Graphic prints, Geometric Prints and Logo Print/Embroided.
a. Contrast color detailing which may have not been among the most enticing
design, they facilitate better understanding into color combinations that sell. Thus
they can also be mapped in the future for better understanding and buying.
4. Meanwhile, Collections, which play a huge role in enticing customers in other fashion
product categories, do not attract attention in backpacks category. Yet, they can be
mapped for better Product/ Brand push in the future.
5. Information Required for making purchase decision:
15

Table 2 Information Required to make Purchase decision

Survey 1- Potential Customers
Very Important
Neutral
Least Important
Size
No. of compartments
Water Resistance
Rain Cover
Laptop Compatibility
Very Important
Liter Capacity
No. of Compartments
Presence of Rain Cover

Liter Capacity
Organizer Compartment
Side Stash Pockets
Back Panel

Ergonomic shoulder straps

Adjustable Shoulder straps
Presence of Wheels
Other Technical features

Survey 2- Existing Customers

Neutral
Organizer compartment
Back Panel

Least Important

Side stash pockets

Ergonomic shoulder straps
Adjustable Shoulder straps
Other Technical features

When the survey 1 with potential customers was conducted, weighted mean on the
information required revealed three sets of information that customers want. Very important
set is that whose weighted mean is 5.00 & above, Neutral set has weighted mean of 4.00 to
4.99 and Least Important set has weighted mean of 3.99 & below.
In order to make a decision on the Information in the neutral set, weighted means from
survey 2 of existing customers were taken into consideration. Survey 2 revealed that Liter
capacity is very important besides Size and Water resistance which is already existing and
No. of compartments and Rain cover deemed very important from survey 1.
Thus the following filters were recommended to be added:
16

1.
2.
3.
4.
5.
6.

Size and Liter Capacity

Laptop Compatibility
No. of compartment
Water Resistance
Rain Cover
Design

3.2 Constraint in Execution

The Company Myntra, believes in providing a good overall user experience to the
customers. Thus there is a constraint of only 7 tabs can show up in the when filter button is
clicked. For any category following tabs are present always: Gender, Category, Size, Price,
Color, Discount, Sort and Features/ Others. It is in Features/ Others customization to any product
can be done according to the nature of the product to facilitate filtering. It remains an unwritten
widely accepted code to not have more than 4 filters within Features/ Others unless it is a very
important information/Filter for the product or the category is a huge contributor to revenue.
Thus in the case of adding Design as a filter, suggestions were made against the addition
because Design was never seen a relevant filter for Backpacks and the article is not a major
contributor to sales. Thus it was decided to run trial campaigns with the feature Design of
Backpacks.

17

18

Chapter 4
Campaigns and Targeted Marketing

4.1 Cross Marketing with Yatra.com

Backpack is one of the major article types in Luggage and Travel Category and April to
June is the peak season for Travel sector. Interestingly, Backpack being a need based product
shares a common customer segment as travel service vendors.
Yatra is an Online travel agency and a travel search engine. It is one among the well
recognized brands in the travel space with a signicant market share and year-on-year growth.
Thus, a deal was struck with Yatra.com to cross promote the Luggage and Travel category
campaign Travel Fest on April 12 and 13.
Nature of the deal: Barter
Benefits provided by Myntra to Yatra:

Visibility in the home page of the mobile application.

Coupon code: myatra25 to its customers shared via an E-mail.
Promotions in social media.

Benefits provided by Yatra to Myntra:

Visibility in their mobile application.

Coupon code: myatra25 to its customers shared via an E-mail
Promotions in social media
Sending push notifications to its entire customer database.

19

Figure 1: Travel Fest Home Page banner

Figure 2: Layout with Suggested Design attributes

Figure 3- Landing page of Solids attribute of Design

Filter 4 - Landing page of Printed attribute of design

20

Figure 5- Landing page of Logo attribute of Design

Figure 6 Banner of Travel fest on Yatras app

Figure 7- About the offer in Yatra App

Figure 8- About the offer in Yatra App

21

4.1.2 Impact of the Designs in the campaign

Design
Solids
Prints
Logos
Total
PDP
ATC

Table 3 : Various counts, Sold quantities and Revenue for different designs of backpacks
Clicks
List View
PDP Count
ATC count
Qty Sold
ASP
Revenue
41231
41231
23274
1764
185
957
177045
102356
102356
68861
7623
643
1017
653931
24276
24276
13109
589
96
913
87648
167863
167863
105244
9976
924
962
918624
Product Description page
Add to Carts

Travel Fest as a whole brought revenues of 79 Lakhs on two campaign days on the portal.
Of the total sales, 47% of the sales were by the backpacks which amount to 37.13 Lakhs.
The suggested part of the layout Shop by design in backpacks yielded around 24% of
the backpack sales.
Out of the designs, prints are the better performing collections.

4.2 Sales campaign on Printed Backpacks

It was seen earlier in the campaign above that Printed backpacks are trending and they
have higher sales. Thus another sales campaign was built with the theme Pack your Bags in
Style Graphic Vs Geometric Print Backpacks.
Type of Campaign Category Push on Trends and Discounts
Customer Base Around 3 Lakhs (Segmented -Top 10 Regions of Backpack Sales)
The customer base was segmented with the help of Insights from the customer Insights portal
available internally in Myntra. It revealed that the affiliated product category (eg: Ties and
Cufflinks are products bought by customers mostly who buy white formal shirts) of backpacks
are Casual shoes in many regions while Shirts & T-shirts are the Affiliated product category in a
few.
It is very likely for a customer of age 18-22 from Mumbai to buy a backpack if he/she had
bought frequently bought shirts earlier. So, the Push and In-App Notifications are targeted at

22

these customers and they were timed around 16:30 hours because it is the phase of higher
activity for the category and also the portal as a whole.
Table 4: Top 10 customer segments for Backpacks
Region
Age Group
Gender
Affiliated Product category
Price Range

Delhi& NCR
18-22
Male
Casual Shoes
1500-2500

Mumbai
18-22
Male
Shirts
1500-2500

Bangalore
22-26
Male
T-shirts
1500-2500

Ernakulam
18-22
Male
Casual Shoes
1000-1500

Pune
22-26
Male
Shirts
1500-2500

Chennai
18-22
Male
Shirts
1000-1500

Thrissur
22-26
Male
Casual Shoes
LT 1000

Kolkatta
22-26
Male
T-Shirts
1000-1500

Hyderabad
18-22
Male
Casual shoes
1500-2500

Push Notif sent Segments

(159719)

In-App Notif sent Segments

(146827)

Chandigarh
22-26
Male
Casual shoes
1500-2500

The Push and In-App notifications were sent to the above customer segments. A very
fragmented customer segment with as much exclusivity as possible was created in-order to
ensure that the probability of failure is reduced. At the organization, for accessories category
historically, Segments with many small mutually exclusive sets have yielded more ROI than a
segment with one huge set of customers.
Thus a minor risk was hedged when the customer segment is targeted. Generally, Push
Notifications come at cost while In- App doesnt. It was noted that an ROI of 3-4 is expected for
cost involved in push notifications. Thus to entice the customers, discounts upto 50% were
provided.
23

4.2.1 Impact of the campaign

Table 5 : Various counts, Sold quantities, Revenue and ROI for different designs of backpacks
Prints
Clicks
List View PDP Count ATC count Qty Sold ASP Revenue
Graphic
91231
91231
4089
1859
931
996
927276
102
Geometric
72356
72356
2978
1038
446
455812
2
100
Total
163587
163587
7067
2897
1377
1383088
9
PDP
Product Description page
ATC
Add to Carts
Cost
1 Push notif
1,59,719 Notifs

ROI
0.04
2.6
415269.4

3.33058

($)
(Rs)
TC In Rs.

The ROI of the campaign was above 3 which is an acceptable limit. The campaign has
revealed that graphic prints are one among the major trends in backpacks. Also targeting the
segmented markets has proven to be successful which earlier was an untested domain.

4.3 Suggestions

The attributes/filters to be added are: Liter Capacity, No. of Compartment, and Rain

Cover besides Size, Laptop Compatibility and Water Resistance which exist already.
Design is one chief filter that is recommended considering the trend and future potential.
Similarly, Contrast Color Detailing and Collection can be captured now to facilitate

analytics in buying and category push.

Also Push Notifications are currently the untouched domain for the category. Push

notifications for risk hedging segments can be explore more often than not.
With the success of cross marketing with Yatra, a long term deal with one travel service
vendor can be an option to push sales and also it leads to capturing new customers.
Besides Long term partner for travel season, Indian Geography by itself provides many
short travel seasons. This market can be capitalized by cross marketing with vendors who
are well known in this segment. Eg: June September is the season of Biking and
Trekking to Leh- Ladak, to target these enthusiasts, an alliance with Thrillophilia or any
biking club would benefit the category.
24

Chapter 5
Conclusion

An e-commerce website or mobile application is exactly similar to the traditional stores

with an exception of absent physical space. For a customer to feel comfortable, it is very
important to translate the traditional way of shopping the specific article on to the portal. As a
part of the translating it, appropriate tools for searching, excellent imagery, and relevant product
descriptions are important. This project work is limited only to creating tools for searching.
Similarly, research has to be done to perfect the imagery and the product description. For an
article of utility like backpack search tools, imagery and description should reveal as much
information as possible that the customers want to make a purchase decision. When it comes to
marketing, e-com portals provide an excellent platform to target the customers needed. Also,
need based articles tend to share a common customer segment with another article/ product or
service which can be capitalized with cross promotion.

25

Chapter 7
Reference

26

Annexure

Questionnaire 1: (For Potential Customers)

Name:
Email id:
Contact no:
Age group: (a) 18-22

(b) 22-26

Are you looking to buy a backpack: (a) Yes

(b) No

1. Rate the following the information that is required to make a purchase decision on
backpacks: (Rate from 1 to 7 with 7 being Very Important and 1being Least Important)
a) Size
b) Liter Capacity
c) No. of Compartments
d) Presence of organizer compartment
e) Presence of Side stash pockets
f) Water resistance
g) Laptop Compatibility
h) Presence of Rain Cover
i) Back Panel
j) Ergonomically designed shoulder straps
k) Adjustable Shoulder straps
l) Presence of Wheels
m) Information on other Technical features
2. Generally how do you refer the size of the backpacks?
(a) With S/M/L
(b) With Liter Capacity
(c) Both
3. Do you count organizer compartment as one among the major compartments?
(a) Yes, Count it in no. of compartments (b) No, Count it separately.
4. How Important a factor is design in your purchase decision?
(a) Very Important (b) Important (c) Neutral (d) Less Important (e) Least Important
5. If Design Is very important / Important for you, Rate the following designs that always
entice you while purchasing.(Rate from 1 to 5 with 5 being Very enticing and 1being
Least enticing)
(a) Solids
27

(b) Graphic Prints

(c) Geometric Prints Stripes, Checks and other
(d) Logo Printed/ Embroided
(e) Animal Print
(f) Floral Print
(g) Print Inspired by Travel
(h) Camouflage print
(i) Contrast Color detailing in Zipper, Straps, Panels, Pockets.
6. Do popular collections of well known brands entice you to buy?
(a) Yes, I go for them
(b) Not much, they earn my consideration
(c) No, They never entice me

Questionnaire 2 (For Existing customers)

Name:
Email id:
Contact no:
Age group: (a) 18-22

(b) 22-26

Are you looking to buy a backpack: (a) Yes

(b) No

1. Rate on ease and comfort on searching relevant Backpacks in Myntra?

(Rate from 1 to 5 1- least comfortable and difficult, 5 Very Easy and Comfortable)
(a) 1 (b) 2 (c) 3 (d) 4 (e) 5
2. Rate the following the information that is required to make a purchase decision on
backpacks: (Rate from 1 to 7 with 7 being Very Important and 1being Least Important)
a) Liter Capacity
28

3
4
5
6

b) No. of Compartments
c) Presence of organizer compartment
d) Presence of Side stash pockets
e) Presence of Rain Cover
f) Back Panel
g) Ergonomically designed shoulder straps
h) Adjustable Shoulder straps
i) Information on other Technical features
Generally how do you refer the size of the backpacks?
(a) With S/M/L
(b) With Liter Capacity
(c) Both
Do you count organizer compartment as one among the major compartments?
(a) Yes, Count it in no. of compartments (b) No, Count it separately.
How Important a factor is design in your purchase decision?
(a) Very Important (b) Important (c) Neutral (d) Less Important (e) Least Important
If Design Is very important / Important for you, Rate the following designs that always
entice you while purchasing.(Rate from 1 to 5 with 5 being Very enticing and 1being

Least enticing)
(a) Solids
(b) Graphic Prints
(c) Geometric Prints Stripes, Checks and other
(d) Logo Printed/ Embroided
(e) Animal Print
(f) Floral Print
(g) Print Inspired by Travel
(h) Camouflage print
(i) Contrast Color detailing in Zipper, Straps, Panels, Pockets.
Do popular collections of well known brands entice you to buy?
(a) Yes, I go for them
(b) Not much, they earn my consideration
(c) No, They never entice me

29