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Benchmarking
E-Commerce Business Model
Urbantouch.com Domino`s Fernsnpetals.com Flipcart.com Makemytrip.com
Companies chosen for evaluation
Urbantouch.com
Targeted Userbase
Geographic Tier 1 and Tier 2 cities
Demographic
Gender: Predominantly female
Age: 20 to 35 years
Income group: Middle to upper classOccupation: Students and working class women's
Extensive Affiliated Marketing.
Cash on delivery.
Replacement guarantee to overcome lack of trust barrier.
Efficient online customer support to give personal touch
to the transaction.
Beautifully created website with 2D view of products to lessen the urge of touch and
feel
Pull Factors
Presence of all the major brands on discounted pricing.
Shipping charges and min order value cap to cover up for logistic cost.
No question asked return policy, replacement guarantee.
Strong internet presence courtesy social media tools and affiliated marketing.
Very easy to shop with personal account and shopping cart facility.
Cash on Delivery.
Key Success Factors
Dominos
Targeted Userbase
GeographicPredominantly Tier 1 Tier 2 with presence in some Tier 3 cities
Demographic
Age: 14 to 35 yearsIncome group: Middle to upper class(Predominantly middle class)Occupation: Main focus on teenagers students and social working class groups.
Customization facility with all the options available in
front of you to choose from, and there is no one on the phone to pester you with
forced options.
Save your favorite customize order with a
name. All you need is to click on that name to place
that order.
Pull Factors
With online facility you can order from anywhere going to anywhere and you don’t
need to know the phone number of nearby dominos to
place an order.
Efficient distribution system that help retain 30 min
delivery promise even on online orders.
Key Success Factors
Fernsnpetals.com
Targeted Userbase
Geographic Tier 1 and Tier 2 cities
Demographic
Age: 20 to 30 yearsIncome group: Upper Middle to upper classOccupation: Main focus on PG students and working class.
Retail presence in major cities to ensure timely delivery
Serve as an online community for youth that helps in
increasing traffic.
Personalized account with order tracking facility.
Affiliated marketing to drive traffic to its website from other
websites.
Beautiful homepage to drive initial attraction.
Pull Factors
Association with local flower vendors and other
gift retail outlets to counteract the problem of
inventory management and logistics.
Various delivery options like midnight, same day,
fixed time etc.
Key Success Factors
Flipcart.com
Targeted Userbase
Geographic Tier 1 and Tier 2 cities
Demographic
Age: 15 to 35 yearsIncome group: Middle to lower upper classOccupation: Students and young working class.
Strong advertising support featuring in all the channels: Print, TV, Outdoor, online space etc.
Cash on delivery option to lessen the insecurity of shopping online.
Warranty and transit insurance to instill confidence.
Affiliation with major manufacturers to counteract inventory problem.
EMI option to drive sales and up selling.
Account facility for easy and fast shopping.
Pull Factors
Cash on delivery
EMI option
Warrantee
Discounts
Fast and safe delivery
Key Success Factors
Makemytrip.com
Targeted Userbase
Geographic Tier 1 and Tier 2 cities
Demographic
Age: 20 to 40 yearsIncome group: Upper Middle to upper class
Occupation: Service and Business class.
Strong advertising support featuring in all the channels: Print, TV,
Outdoor, online space etc.
Big discounts on return tickets and other various
packages
Association with major travelling operators to
ensure updated schedules and rates.
Pull Factors
Flight search window, fasted way to search and
book a flight.
Best rates and discounts on combo packages
Strong internet presence courtesy social media
tools and affiliated marketing.
Key Success Factors
Key Challenges for an E-Commerce company in India
Lack of IT policies and effective cyber laws
Lack of touch and feel.
Distrust with quality.
Insurance of high value products increases the cost.
Low value orders.
Key Challenges
Indian people (especially females) have tendency to bargain the products, which
is not feasible in Ecommerce.
Different local languages and cultural factors
Continuous change in technologies, emerging new technologies
On time delivery
Security concern on online transactions.
Key Challenges
Inventory problem because of uncertainty in orders
Shipping costs are high due to big geographical area
Security of payments and privacy of online transactions
Taxations: Octroi, entry tax, VAT and lots of state specific forms
which accompany them.
Financial costs for storing information, continuous change of technologies, processing orders.
Key Challenges
Features and Functionality of an E-Commerce website for a
Surgical Product CompanyDerived out of Benchmarking
Partner with Govt Hospitals, Trusts, Corporate Hospitals.
A dedicated team for inquiries, quotes etc. No minimum order cap. Discounted pricing. Shipping within 5 days. Credit facilities.
B2B Program
Simple procedure to open an account with minimum information asked.
An account holder can:◦ View order status◦ Keep track of purchase◦ View order history◦ Auto re-order wherein he can add items and set a
time period like 30 days and order will automatically get registered with the company.
◦ Auto re-order facility is only for those customers who have credit in their account.
Account Opening Facility
A dedicated section for customer service information. It should includes:◦ Numbers◦ Emails◦ Separate teams for order registry, order dispatch,
order return, sales dept etc.
Customer Service
Post our ads on websites that our target customer base may visit.
Pay Per Click model can be used wherein we will pay as per the number of clicks to our link on a particular website.
Once we zeroed on the target base, we can list down the website best suitable for affiliated marketing.
Affiliated Program
A separate page for promotion will be very helpful. It may include:◦ Videos ◦ Brochure Prints ◦ Clinical Reports◦ Case Studies◦ Customer Testimonial◦ White Papers
Promotion
It should not be flashy Simple dropdown menus to list down the
categories of products we are selling. ¼ of the page should be dedicated to
current deal ads which will keep on changing.
Pictures of our best selling products. A small space of customer testimonial link. Link of all the services we are providing like
create account, B2B program, affiliated marketing program etc.
Home Page
Thank You !