Volume : 11, Issue : 3, MAR 2025

CAPITALIZING ON BUSINESS DEVELOPMENT AND CHALLENGES IN THE DIGITAL ERA RESEARCHED BY STUDENTS, PG DEPARTMENT OF COMMERCE WITH COMPUTER APPLICATIONS, MANNAR THIRUMALAI NAICKER COLLEGE MADURAI.

A STUDY ON ONLINE MARKETING STRATEGY OF MYNTRA

G. CHINNAKARUPPU, S. SANKARANARAYANAN, MS. M. SHANMUGA PRIYA

Abstract

Myntra, one of India's leading online fashion and lifestyle retailers, has developed a dynamic and multifaceted marketing strategy that has played a key role in its success. The company’s marketing approach centres on digital and social media platforms, leveraging personalized marketing to cater to the evolving needs of Indian consumers. Through the use of data analytics, Myntra offers personalized recommendations; driving higher engagement and conversion rates. Key components of Myntra’s strategy include influencer marketing, partnerships with fashion icons, and collaborations with popular brands to enhance its reach. Myntra taps into the power of social media platforms like Instagram, Facebook, and YouTube to connect with younger, tech-savvy consumers and showcase its wide range of fashion products. The brand also emphasizes customer experience, offering seamless online shopping experiences through easy navigation, multiple payment options, and fast delivery services. Additionally, Myntra’s marketing strategy integrates seasonal campaigns and sales events such as the "End of Reason Sale," attracting customers with irresistible deals and discounts. The brand’s customer loyalty programs, like Myntra Insider, further enhance customer retention by offering rewards, exclusive offers, and early access to sales.

Overall, Myntra’s marketing strategy is focused on building brand awareness, enhancing customer loyalty, and delivering an exceptional shopping experience by staying aligned with current fashion trends, evolving consumer preferences, and technological advancements. By continuously adapting its strategy, Myntra has strengthened its position in the competitive e-commerce market.

Article : Download PDF

Cite This Article

-

Article No : 16

Number of Downloads : 835

References

1. A Study on Digital Marketing Strategies of Myntra" by S. S. Rao and K. R. Rao, published in the International Journal of Marketing and Management (IJMM).

2. "Myntra's Online Marketing Strategy: An Analysis" by A. K. Singh and S. K. Singh, published in the Journal of Marketing and Management Research (JMMR).

3. "A Study on the Effectiveness of Myntra's Digital Marketing Strategy" by P. R. S. Kumar and R. K. Singh, published in the proceedings of the International Conference on Marketing and Management (ICMM).

4. "Myntra's Online Marketing Strategy: A Case Study" by A. K. Jain and S. K. Jain, published in the proceedings of the National Conference on Marketing and Management (NCMM).

5. "Marketing Management: A Strategic Approach" by P. R. S. Kumar, which includes a chapter on online marketing strategies, including Myntra's approach.