iPace model Analysis

Myntra.com

Case Analysis Note by Antony V
EPGCMM06003

Case Note Submitted to
Indian Institute of Management – Kozhikode
For the partial fulfillment of the requirement in
Executive Program in Marketing Management

Information
Myntra.com has very clearly sorted the information element on its sight, where the each segment has been covered very clearly in its landing page or home page. This covers a large portion of the information that a customer would look for while shopping online.
Myntra has covered from the most basic information to more complex information that advanced customers would look for.
The below are listed as basic information 1) Information on apparels based on gender 2) Information on discounts 3) Information on sale
The more advanced information like 1) Designer ware 2) Beauty tips 3) Fashion trends 4) Information on designers 5) Information on new launches from brands
It also carries information on all that the customer would want to know on what are the current trends.
The information on the site is elaborate with regard to the fashion and apparel, and one more advantage of the information on Myntra is that it is much sorted and the customer does not have to look for in sub pages. This makes the experience on Myntra easy to navigate and a pleasure.
It also covers information on shipping, tracking the consignment, cancellation and returns
Price
Like all other .com organizations the price is very clearly displayed on Myntra for each and every product and if compared to the market it is competitive.
The price range displayed is vast which gives every segment an opportunity to feel as part of the site. This is indicated by the presence of products that are of different price range.
EG: In the web site there are deos that cost INR 400 and Hugo Boss which costs INR 4000 also. This ensures that all segment of customers are covered so that they do not lose out on an opportunity from any segment.
The only drawback is a comparison between products or competition that it lacks in the pricing sector.

Assortment
Myntra boasts about an Assortment of 600 brands which covers clothing, accessories. Also it has covered in house brands, designer brands, latest fashion, top brands. This has made Myntra one of the top fashion sites in India which has options for the B city customers also from where the 50% of the revenues are generated.
The other aspect covered by Myntra in terms of assortment is that it has covered is the gender. The web site has options for Men, women and kids. The assortment that is covered is very vast in terms of type Formals, Casuals and sportswear. The assortments does not stop at this, it also covers accessories can be used by all segments and has an assortment of Sun shades, bags, shoes etc. The assortment has been covered in detail in Myntra.com.
Convenience
The ease of shopping on Myntra is through the pay on delivery and one more aspect of virtual trial room. It also has been working on the delivery turn -around time in cities and B cities.
Entertainment
On the entertainment front, Myntra has tried to cover engagement with blogs, information on fashion. It also has style zone where the customer can check out the Style Mynt which give information on celebrity fashion and also the new trends in the fashion market. It also has a detailed segment on the fashion glossary that talks about fashion and how to carry ones self with the different kind of fashion outfits.
Success:
Myntra has succeeded in the information and assortment which it has covered very well. The assortment has been taken care of in detail and scope of improvement might be very less as the kind of assortment that it has covered all segments and price range.
On the information front, Myntra captures information on a lot of designer wears and also information on fashion is very elaborate. It covers information that would be very useful for the segment that is looking to go up the ladder in fashion and also for the people who look at the latest trends in the market.
Scope for improvement:
Price, convenience and entertainment are the areas of scope.
In price there is no comparison with competition or the market price and the price on Myntra with the discount.
Convenience can be looked at like completion which has a return policy which is very flexible, and also there is scope of improvement with regard to the delivery time which is a major cause of concern with Myntra in the current scenario.