E Commerce Term Paper

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E commerce
Case Study
On

DOA: 05-10-2012
DOS: 09-11-2012
Submitted By: Name: Tehzeem Rasool
Roll No: A19 Reg No: 11011988 Section: K3R06 Submitted To: Ms: Navjyot Kaur

Acknowledgment
I am very thankful to everyone who all supported me, for I have completed my project effectively and moreover on time.

I am equally grateful to my teacher [Navjyot kaur].she gave me moral support and guided me in different matters regarding the topic. She had been very kind and patient while suggesting me the outlines of this project and correcting my doubts. I thank her for her overall supports.. Lastly, I would like to thank my parents and my partner who helped me a lot in gathering different information, collecting data and guiding me from time to time in making this project.

Contents of Case Study

* Beginning of MYNTRA.COM
* Industry/Service
* Products
* Competitors
* Capabilities
* Revenue Model
* Value Chain Analysis
* Competitive Advantage
* Conclusion

Introduction
Myntra.com is India’s largest online shopping destination for fashion and lifestyle products. Myntra was announced as winner of the Red Herring Global 100 Winner 2010 & awarded as “Pride of India 2009-2010” for exceptional business growth by IDG Ventures. The company started off in the business of personalization of products, and soon expanded to set up regional offices in New Delhi, Mumbai & Chennai. It began its operations in the B2B (Business to Business) segment with the personalization of gifts, which included T-shirts, mugs and caps to name a few. However, in 2010, the company shifted its strategy to becoming a B2C (business to customer) oriented firm, expanding its catalogue to fashion and lifestyle products. Mission

Their major goal is to be committed to delivering the best shopping experience and customer service. Myntra has launched many campaigns and a campaign with TVC was its first. Myntra second campaign was with the tagline “Ramp It Up”. 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.

Beginning of
* Myntra was established by Mukesh Banal, Ashutosh Lawania and Vineet Saxena in February 2007. Myntra’s headquarter is in Bangalore, with regional offices in New Delhi, Mumbai and Chennai. * It began its operations in the B2B (business to business) segment with the personalization of gifts, which included :- * T-shirts,

* mugs
* and caps
* In 2010, the company shifted its strategy to becoming a B2C (business to customer) oriented firm, expanding its catalogue to fashion and lifestyle products. * Myntra.com is ranked among the top 10 e-commerce companies in India. In the last 3 years, Myntra has become the most popular destination for personalized products in the country. * Started: February 2007

* Milestone 1: In October 2007 Myntra received a seed funding from Accel Partners (formerly Erasmic Venture Fund), Sasha Mirchandani from Mumbai Angels and another angel investor. * Milestone 2: In 2008 they touched 1000 daily visitors mark. * Milestone 3: In 2009 they touched 4000 daily visitors mark and were awarded “Pride of India 2009 2010” award for exceptional business growth by IDG Ventures. *...
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