So the festival season is around and is
the time when money can buy happiness for an average Indian. So pressing on
this formula of happiness comes the E-commerce giant,flipkart’s , “big billion
days” from 2nd to 6th October. And as you go with the hype
it has created it feels like flipkart is
some divine entity selling it and the big billion days seems as the Navratri days and if people do not purchase it’s a “paap” . The illusions created are so
strong that a first time online buyer would feel” blessed” to have such deals.
Behind the scenes of "BIG DAY"
If we go with last years data then
flipkart sold out goods worth $300 million and although there was an apology
from the company for the technical glitches and because the efforts did not
meet the expectations but there’s one thing one can’t deny is that it started a
trend.But there will be a question bouncing to your head that after such a good
sale and profit and the hype it created why it’s called failed? why was there a apology? So let me try to put
it into your head.Last year the prices of goods were increased to normal and
even above the mrp’s and then brought down at time of sale ,showing great
discounts. Another "Long tail Strategy" followed was selling unpopular
items at discounted price, though the contribution margins of those products
are very low but combined sales of all those products contributes 70-80% of the
sales.Also the rate of some products during sale were way higher than they were
on its rival’s site.
laptop skin prices during BIG BILLION DAY on flipkart |
laptop skin prices on amazon during normal days |
Gearing Up For The Big Clash
But going by the recent news and trends
flipkart has geared up for this years big billion days to be bigger and most
importantly better.30 crores are invested on marketing,10,000 additional staff
for helping sellers getting ready for the big days, a 70 member team for
publicity and marketing alone and the reports are even that the company would
be facing a fund crunch due to the discount offers and deals it is offering. So
this festive season could be said as the power show of the flipkart and it
becomes even more crucial this time as the amazon's festive sale clashes with the big billion day and after some reports have suggested that
amazon has already overtaken the company to become the leader in the
marketplace.
7 comments
Write commentsNice one ....indeed true. Most of us has faced this forgery last time .
ReplyNice one ....indeed true. Most of us has faced this forgery last time .
Replyi was feeling the same..but it is good to know that there are others who are feeling the same
ReplyTruly said....it's all about the hype and market reach.... depicting the two sides of the coin.
ReplyThis article made me little nostalgic , since I was little excited about this sale and already placed an order :D but I really liked the way put the things with current festive analogy and with bit of factual data.
ReplyYou're pretty right from the buyer's point of view , but that's how Marketing works . No?
correct me if I'm wrong.
I loved it anyways.
yes aditya you are correct that this is what marketing is. But marketing is not about fooling your customers and that too on such a large event as it is called
ReplyYa bro...all true.....but we cant resist also...the variety they show us sometimes are too good to let the product go....
Reply