Asian Journal of Management
Year : 2016, Volume : 7, Issue : 3
First page : ( 219) Last page : ( 222)
Print ISSN : 0976-495X. Online ISSN : 2321-5763.
Article DOI : 10.5958/2321-5763.2016.00033.0

E-Commerce: Big Billion Day-A case study with special reference to Flipkart

Jamnani Ajay*

Assistant Professor, Bharatesh Education Trust's Global Business School, Belgaum

*Corresponding Author E-mail: jamnani.ajay@gmail.com

JEL Code: M30, M31, M37

Online published on 18 October, 2016.

Abstract

E-commerce business has grown many folds in past few years. By 2020 its expected contribution would be 4% of GDP. One of the major investments done here is on advertising. One such means of communication which brought jaw dropping discounts and offers was “Flipkarts: Big Billion Day sale”. It generated revenue of Rs. 600 crore million in just 10 hours that set a benchmark into the Indian e-commerce industry. The paper analyses the pros and cons of the promotional offer how flipkart managed to keep the promise made and how it could regain its image in the market when most of the customers lost their trust in flipkart. It throws light on learning's from the big billion day sale as a customer. It also discusses how flipkart overcame the criticism from its customers and finally could manage its image built over the last seven years since its inception in 2007 and adverse effects to its competitors where offers like this can make or break the image of the company

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Keywords

e-commerce, GDP, promotional, criticism.

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