Marketing Strategy of Myntra : Company Overview & Campaigns

Myntra is an Indian fashion e-commerce company, known for its innovative marketing strategy. Diversification (Expanding into varied areas or fields) is one of the key factors that has kept the brand at the forefront of the fashion industry in the Indian market. Its focus on trendy, youth-centric clothing and a wide range of fashion products has made it one of the leading brands in India.

This case study will discuss Myntra’s marketing strategy, including its target market, campaigns, SWOT analysis, etc. Now without any further ado, let us learn more about Myntra and how its strategies continue to shape the industry landscape for those pursuing an MBA in digital marketing.

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In this article, we’ll go over every aspect of the marketing strategy of Myntra. Let’s start by studying the company’s history, target market, and online presence before we dive in deep.

Myntra Business Model – About Myntra

Founded in 2007 by Mukesh Bansal, Myntra started as a personalised gift platform before transitioning into a fashion e-commerce giant. Acquired by Flipkart in 2014, Myntra’s mission is to provide a hassle-free, enjoyable shopping experience for fashion enthusiasts. Known for its trendy collections and customer-centric policies, Myntra has become a go-to platform for fashion in India.

Myntra, a prominent Indian fashion e-commerce company headquartered in Bengaluru, Karnataka, was founded around 2007-2008 with a focus on personalised gifts. In May 2014, Flipkart acquired Myntra, integrating it into its operations. In May 2022, Myntra launched an express delivery service on its app, enhancing the fashion and beauty shopping experience on its platform. With this service, customers can expect their orders for items with the ‘M-express tag’ on the listing page to arrive 24-48 hours after they are placed.

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Myntra Case Study – Current News About the Brand

• Myntra’s revenue for FY 2022 was INR 2,600 crore, marking a significant growth compared to previous years (Source: Business Today).
• The platform boasts over 10 million active users monthly (Source: Statista).
• Myntra’s annual sale event, End of Reason Sale (EORS), saw a record participation of over 20 million users in 2023 (Source: Economic Times).

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Buyer Persona

Considering the factors mentioned above, the company can create marketing initiatives on social media platforms such as Instagram and Facebook, and integrate fashion influencers and styling that aligns with their preferences.

Marketing Strategy of Myntra

As we get a detailed knowledge about the company story and growth let’s proceed toward the marketing strategy of Myntra the first factor that we will discuss is Myntra’s STP Analysis.

Segmentation, Targeting, and Positioning

• Segmentation: Myntra focuses on Fashion-conscious customers who believe in shopping from home irrespective of age and gender.
• Target Market: The target market set by this brand is Fashion-conscious, medium-income, young online shoppers looking for the best deals and good quality products.
• Positioning: Myntra is an e-commerce website that focuses on creating Vibrant fashion stores at affordable rates all over India.

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Digital Marketing Strategy of Myntra

SEO Strategies

As per SEO Standards (Guidelines for optimizing search rankings), Organic keywords (Keywords naturally ranking on search engines) less than 500 word count are poor, 1000+ are good and 10,000+ are amazing. As seen Myntra has 4.4M organic keywords which is extraordinary. Another important element to be considered in Myntra’s digital marketing strategy is monthly traffic, and Myntra has 287.1M, which is eye-popping.

Influencer Marketing

Forget billboards, Myntra has a secret weapon: influencers! These social media stars aren’t just creating content, they’re curating entire lifestyles. With a dedicated fanbase hanging on their every post, influencers have become trusted advisors, influencing buying decisions.

So how does Myntra tap into this power? They partner with these trendsetters to showcase their latest styles. Imagine scrolling through Instagram and seeing your favourite influencer rocking a chic outfit – all from Myntra! This subtle (but oh-so-effective) approach makes Myntra the go-to destination for fashionistas, all thanks to the power of influencer partnerships.

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Myntra works with micro-influencers who have between 10,000 and 50,000 Instagram followers in addition to influencers with millions of followers. Such micro-influencers Instagram postings are shared on Myntra’s page.

Recently, Myntra debuted a digital reality programme for influencers. ‘Myntra Fashion Superstar’ is the programme’s name that seeks fashion influencers on its online shopping site.

Celebrity judges for the show were Manish Malhotra, Sonakshi Sinha, and Sushmita Sen. It was a programme that became well-liked as a result of its many approaches to finding influencers. Influencers were given a platform to showcase their style and make a fashion statement.

E-Commerce Strategy

Being an e-commerce Fashion brand, Myntra tends to have an amazing e-commerce strategy. They have an e-commerce portal on their official website through which you can order anything and enjoy your Online shopping with great discounts and deals.

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Mobile Apps

Myntra also has a mobile app that offers the same features as its website you can order anything anytime from their mobile app and enjoy online shopping from anywhere.

Myntra has 4.2 ratings and 10Cr+ downloads on Google Play Store. This shows how wide their audience base is. This also shows that their customers are really satisfied with the services this app provides.

Content Marketing Strategies

As seen Myntra has an incredible online presence along with its social media there are multiple blogs and articles published by Myntra on its website to increase the knowledge of its audience in fashion and lifestyle. There are many big fashion magazines that also post and write blogs and articles on their website about Myntra.

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Myntra Case Study – Marketing Campaigns

Myntra, an Indian fashion e-commerce company, is renowned for its inventive approach to marketing. Diversification (Expanding into varied areas or fields) is one of the key factors that has kept the brand at the forefront of the fashion industry in the Indian market. Its focus on trendy, youth-centric clothing and a wide range of fashion products has made it one of the leading brands in India.

This Myntra case study will discuss the marketing strategy of Myntra, including its target market, campaigns, SWOT analysis, etc. Now without any further ado, let us learn more about Myntra and how its strategies continue to shape the industry landscape for those pursuing an MBA in digital marketing. For more insights, digital marketing case studies provide valuable lessons on how companies like Myntra achieve success.

1. ‘Ab har koi reason chalega’

In June 2022, Myntra launched a multichannel marketing effort to interact with 250 million consumers nationwide.

Hrithik Roshan, Kiara Advani, and Siddhant Chaturvedi are just a few of the Bollywood celebs and influencers who plan to generate buzz about the most anticipated fashion carnival among their enormous fan bases and viewers.

For the EORS commercial videos, Myntra used a conceptual strategy that was merged with a lighthearted medley to represent the importance and nature of the enjoyable occasion. The company also released two master films featuring Hrithik Roshan, Kiara Advani, and Siddhant Chaturvedi.

With a 15-second edit with Hrithik and Kiara and another with Hrithik and Siddhant, the movies will also pair up famous people for the first time.

The clothing will change throughout the flicks, with Kiara representing western, casual, and ethnic attire, Siddhant sporting super-comfy casual wear, and Hrithik sporting trendy and hip looks.

In addition to activating the company’s own social media channels, M-Studio and M-Live, EORS-16 will receive considerable promotion across TV and digital media platforms including Google, Facebook, and YouTube.

2. ‘End of reason sale’

Myntra kicked off a splashy marketing blitz in anticipation of their massive End of Reason Sale (EORS), the 15th edition of which took place December 18th through 23rd. Ditching the usual justifications for shopping, their campaign slogan dared customers to indulge – ‘Ab Har Koi Reason Chalega!’ which translates to ‘Now, any reason goes!’

The campaign featured a fresh roster of celebrity ambassadors, including Hrithik, Dulquer, Simbu, Vijay, Kiara, Disha, and Samantha, all starring in short, fast-paced 15-second commercials.

3. #BeUnskippable Campaign

Myntra announced the launch of #BeUnskippable, a new brand initiative that emphasizes its position as a go-to resource for fashion for its clients. The positioning is based on Myntra serving as a channel for consumers to make a statement through clothing.

In order to compete in a highly competitive environment where there are only a few seconds to get noticed or risk being “skipped,” it persuades everyone to “Style up, Move up.”

This ad campaign titled “UnSkippable” was launched in Tamil, Telugu, Kannada, and Hindi.

Top Competitors That Influence the Marketing Strategy of Myntra

Here is a list of the top competitors of the brand that Myntra observes when formulating their strategies:

• Amazon Fashion: Known for its vast range and customer trust.
• Flipkart Fashion: Strong in the Indian market with competitive pricing.
• Ajio: Reliance-backed, known for its unique collections and branding.
• Nykaa Fashion: A rising star in the fashion e-commerce sector.
• Tata CLiQ: Offers a premium shopping experience with a focus on quality.

Understanding the strategies of these competitors can be greatly beneficial. For those looking to enhance their knowledge, reading digital marketing blogs can provide deeper insights into the competitive landscape and effective marketing techniques.

Myntra’s Marketing Strategy – Failed Campaigns

Issue: Myntra faced backlash for a logo that was perceived as offensive by some segments of its audience.

Backlash: Social media uproar and calls for a boycott ensued, leading to negative publicity.

Response: Myntra promptly redesigned its logo to address the concerns, demonstrating a commitment to customer sensitivity and brand reputation.