Open Access
Subscription Access
Open Access
Subscription Access
Flipkart’s Big Billion Day Sale-Then and Now:A Comparison
Subscribe/Renew Journal
The present paper makes an effort to analyse the reasons and causes behind the failure of Flipkart’s Big Billion Day Sale of 2014, its launching year, and since then what changes and efforts it has made to overcome its inadequacies.
As soon as the news was out that Flipkart is going to have a major sale on offer, it created ripples of excitement among people of India. And why wouldn’t it have? It was the first ever online sale of this magnitude, something that Indian public was witnessing for the first time. There were big discounts on offer which were hard to ignore. Even the people who weren’t ‘tech savvy’ were also looking forward to it. It was the talk of the town especially among the employed young generation of India. People started saving their favourite items in the cart for the prices to fall down so that they may purchase them later on the big day.
The sale was expected to be a huge success. There was much exhilaration and anticipation all over the country. Everyone was hooked on to it and waited impatiently for the sale to begin. On the day of the big sale, what followed was not expected.
This paper attempts to explore the issues which arose in 2014 and deals with the various aspects which led to its failure, what attempts Flipkart has made to overcome its shortcomings and where it stands now in 2016.
As soon as the news was out that Flipkart is going to have a major sale on offer, it created ripples of excitement among people of India. And why wouldn’t it have? It was the first ever online sale of this magnitude, something that Indian public was witnessing for the first time. There were big discounts on offer which were hard to ignore. Even the people who weren’t ‘tech savvy’ were also looking forward to it. It was the talk of the town especially among the employed young generation of India. People started saving their favourite items in the cart for the prices to fall down so that they may purchase them later on the big day.
The sale was expected to be a huge success. There was much exhilaration and anticipation all over the country. Everyone was hooked on to it and waited impatiently for the sale to begin. On the day of the big sale, what followed was not expected.
This paper attempts to explore the issues which arose in 2014 and deals with the various aspects which led to its failure, what attempts Flipkart has made to overcome its shortcomings and where it stands now in 2016.
Keywords
Flipkart, Big Billion Sale, E-Retailing, Online Business, Ambush Marketing.
Subscription
Login to verify subscription
User
Font Size
Information
- Arakali, H. (2017, May 12). Flipsters@Work. Forbes India, p. 38.
- Behera, S. (2011, May). Ambush Marketing – Most Contemporary Innovative Strategy. Retrieved from http://ideasmakemarket.com (accessed September 28, 2015).
- Chawla. H. (2016, August). Inside Flipkart’s reversal of fortunes. Retrieved from http://www.livemint.com (accessed September 28, 2017).
- DNA Web Team. (2014, October). Here’s what is in store at Flipkart’s ‘Big Billion Day’ sale. Retrieved from http://www.dnaindia.com (accessed August 17, 2015).
- FP staff. (2016, October). Ecommerce war: Flipkart clocks record Rs 1,400 cr in single day sales; can Amazon match up? Retrieved from http://www.firstpost.com/ (accessed January 20, 2017).
- India, I.A. (2015). India@Digital.Bharat. The Boston Consulting Group.
- Internet Desk. (2014, October) Technical glitches mar Flipkart’s ‘Big Billion Day’. Retrieved from http://www.thehindu.com (accessed July 10, 2015).
- Jayadevan, P. K. (2016, December). Flipkart’s losses pile up but revenue grows 50%. Retrieved from http://factordaily.com/ (accessed January 20, 2017).
- Jayadevan, P. K. (2016, May). 6 charts that tell you about Flipkart’s growth. Retrieved from http://factordaily.com/ (accessed January 20, 2017).
- Jayadevan, P. K. (2016, December). Retrieved from https://factordaily.com (accessed January 20, 2017).
- Jose, T. (2016, March). What is the difference between marketplace model and inventory model in ecommerce? Retrieved from http://www.indianeconomy.net (accessed February 28, 2017).
- Luthra, J. (2014, October). What went Wrong with Flipkart’s Big Billion Day? Retrieved from http://www.the-area51.com (accessed September 15, 2015).
- Mehta, M. (2014, October). Flipkart Big Billion Day! Was it really a Big, Hard Scam Day? Retrieved from http://digiperform.com (accessed August 26, 2015).
- Mookerji, N. (2014, October). Big Billion Day sale cost Flipkart big; govt takes notice. Retrieved from http://www.business-standard.com (accessed September 28, 2015).
- Mukherjee. S. (2014, October). What went wrong on Flipkart’s ‘Big’ day. Retrieved from http://blogs.economictimes.indiatimes.com (accessed September 30, 2015).
- Nair, R. P. (2014, March). From Rs 10,000 to $1-bn: The journey of Sachin & Binny Bansal’s Flipkart. Retrieved from http://economictimes.indiatimes.com (accessed September 28, 2015).
- Nair, R. P. (2015, August). YS Research: Making sense of Flipkart’s and Snapdeal’s valuations through their GMV. Retrieved from https://yourstory.com/2015/08/flipkart-snapdeal-valuations-and-gmv/ (accessed September 28, 2016).
- NDTV Correspondent. (2014, October). Flipkart Big Billion Day Sales Top Rs. 600 Crores in 10 Hours. Retrieved from http://gadgets.ndtv.com (accessed September 28, 2015).
- R, R. (2014, October). Analysing the Deal Behind Flipkart’s Big Billion Day Sale. Retrieved from http://www.ibtimes.co.uk (accessed August 15, 2015).
- Sen. S. (2014, October). Flipkart’s Big Billion Day: Big Day, Hard Lessons. Retrieved from http://www.afaqs.com (accessed September 28, 2015).
- Sharma, S., & Mishra. D. (2016, October). Flipkart targets Rs 3,250 crore from ‘Big Billion Days’ sale. Retrieved from http://brandequity.economictimes.indiatimes.com/ (accessed January 20, 2017).
- Shrivastava, A., & Chanchani, M. (2017, January). To stay ahead in online retail race, Flipkart lost Rs 14 crore per day in FY16. Retrieved from http://economictimes.indiatimes.com/ (accessed March 27, 2017).
- Shu, C. (2015, July). India Will Have 500 Million Internet Users By 2017, Says New Report. Retrieved from https://techcrunch.com (accessed October 17, 2015).
- Singh, M. P. (2014, October). Flipkart sale: mega success or epic fail? Retrieved from http://www.thehindu.com (accessed October 1, 2015).
- Sood, P. R. (2014, October). Flipkart’s The Big Billion Day Sale: Top 5 Smartphone Offers. Retrieved from http://www.igyaan.in (accessed January 10, 2016).
- Team, Y. S. (2010, MAY). Sachin Bansal and Binny Bansal, Founders, Flipkart. Retrieved from http://www.yourstory.com (accessed October 25, 2014).
- Thoppil, D. A. (2014, October). Flipkart’s ‘Big Billion Day Sale’ Prompts Big Apology. Retrieved from https://blogs.wsj.com (accessed September 28, 2015).
- Tiwari, A. K. (2014, October). Flipkart turns into Flopkart on Big Billion Day sale. Retrieved from http://www.dnaindia.com (accessed July 26, 2015).
- Tyagarajan, S. (2016, October). Flipkart sells 15.5 mn units during Big Billion Day sales; Amazon clocks 15 mn units. Who wins? Retrieved from http://factordaily.com/flipkart-sales-in-big-billion-day-2016/ (accessed January 20, 2017).
- V. S. C. (2016, October). Flipkart Big Billion Day Sale Offers ( 2nd-6th October 2016 ). Retrieved from http://rupeetricks.in/flipkart-big-billion-days/ (accessed January 20, 2017).
- Zyoin. (2014, October). Flipkart’s Big Billion Day – Yes, The cow did jump over the moon. Retrieved from http://www.zyoin.com (accessed September 28, 2015).
Abstract Views: 370
PDF Views: 0