Marketing Mix of Snapdeal and 7Ps (Updated 2024)

The Marketing mix of Snapdeal analyses the 7Ps of Snapdeal, which includes the Product, Price, Place, Promotion, People, Physical Evidence, and Process of Snapdeal. Snapdeal is one of the largest marketplaces for online customers. Founded in 2010 by Rohit Bansal and Kunal Bahl, this e-commerce company has opened the online doors for every Indian shopper. This private company is famous for providing profitable and rewarding deals for consumers. Some competitors and the other online websites that compete with Snapdeal are as follows.

• Flipkart
• Cleartrip
• MakeMyTrip
• com

About Snapdeal

• Type: E-commerce company
• Industry: Retail
• Founded: February 4, 2010
• Founder: Kunal Bahl and Rohit Bansal
• Headquarters: New Delhi, India
• Area served: India
• Key people: Kunal Bahl (Chairman) and Ashish Khare (CEO)
• Number of employees: 4,500

Snapdeal Product Strategy

Snapdeal has gained a lucrative sales platform, which it utilizes to market at least five million products in a range line that is as diverse as the country. It is the second largest company related to e-marketing, with more than fifty thousand merchants attached to and working through it. The company has created a buzz by using this platform to feature over a thousand brands in five hundred categories. “Xiaomi,” the famous brand, has cracked a deal with Snapdeal under which it will sell its product on this site.

Snapdeal’s product mix is expansive and varied, encompassing various categories to cater to diverse end-consumer needs.

The new Product Mix of Snapdeal in 2024 is as follows (Source).

1. Electronics and Mobiles: Includes a vast selection of electronic goods and mobile handsets, some exclusively available on Snapdeal.
2. Apparel: Offers a comprehensive clothing collection for men, women, and children, including fashion brands.
3. Lifestyle Products: Features a wide range of beauty, fitness, health, and nutrition products.
4. Gadgets and Accessories: A variety of electronic gadgets and mobile accessories.
5. Footwear: A diverse range of footwear for all age groups and genders.
6. Books and Entertainment: Includes books, movies, and other entertainment products.
7. Home and Kitchen Items: A wide selection of products related to home improvement and kitchen needs.
8. Computers and Accessories: Computers, laptops, and various related accessories.

This product mix allows retailers on Snapdeal to cater to a broad customer base, offering options across multiple segments and price points. You can visit their website or refer to specific product categories on the Snapdeal platform for more details.

Snapdeal Pricing Strategy

Snapdeal’s pricing strategy is dynamic and competitive, focusing on offering value to its customers. Here’s a brief overview of the marketing strategy:

1. Competitive Pricing: Snapdeal sets its prices based on competitor strategies, often offering products at lower prices to attract customers.
2. Discounts and Promotional Offers: The platform frequently introduces discounts and promotional coupons, especially during festive seasons or specific times of the day.
3. Cashback Schemes: Snapdeal utilizes cashback offers for purchases made through online payment modes to incentivize customers.
4. Volume-based Pricing: For specific product categories, pricing may vary based on demand, allowing Snapdeal to offer more competitive rates.
5. Partnership with Manufacturers and Sellers: Snapdeal collaborates with various manufacturers and sellers to provide the lowest possible prices to its customers.

Snapdeal Place Strategy

Snapdeal is one of the innovative ideas that help provide services to a large segment of society who loves hassle-free shopping and for those who do not have the time or the inclination to travel to the market. Snapdeal has headquarters in New Delhi, the Indian capital, with over thirty branch offices in cities like Pune, Kolkata, Chennai, Mumbai, Hyderabad, and Bangalore.

Snapdeal’s place strategy maximizes its brand equity, reach, and efficiency in online retail. Here’s a concise overview:

1. Online Marketplace Model: Snapdeal operates primarily as an online marketplace, hosting a wide range of products from numerous sellers.
2. Wide Geographic Reach: The platform serves customers across many towns and cities, providing accessibility to a wide demographic.
3. Partnerships for Logistics: Collaborates with various logistics and courier services to ensure timely and efficient product delivery.
4. Regional Offices: Has established regional offices in major cities like Bangalore, Mumbai, Pune, and Hyderabad to enhance regional operations.
5. Technology Integration: Utilizes technology effectively for customer satisfaction, ensuring quality delivery services and a smooth online shopping experience.

Snapdeal Promotion Strategy

Snapdeal offers various deals and discounts to attract and maintain its customer base. The purchase voucher is sent to the consumer with confirmation through SMS and email. Either of these is shown while taking the delivery. Numerous companies advertise their products online on the Snapdeal website, as it is an accessible medium. By offering a dynamic marketing mix, Snapdeal ensures its marketing strategies resonate with end consumers, encouraging them to buy products confidently through their platform.

It is a low-cost advertising medium with higher results as maximum penetration is possible. Viral marketing is one of its particular advertising policies, as it has proved beneficial repeatedly. The constant innovative ideas and deals have created a positive image and sound branding for the company. Snapdeal is an utterly dissimilar page for each city, offering numerous deals to hit the targeted audiences.

Its wall postings are all about the current deals, including the periodically arranged competitions. The company has a proprietary app, “Snapdeal store.” Advertisements for this e company are on national television, with actor “Aamir Khan” as its brand ambassador. However, that did not go well for Snapdeal as Aamir’s “intolerance” issue was taken too seriously, which affected Snapdeal adversely, and at least 5 lakh people uninstalled Snapdeal. Snapdeal has an exciting slogan that goes hand in hand with the company policies: “Bachatey raho.”

Some Recent Video ads and Print ads for Snapdeal are:

Snapdeal People Strategy

In analyzing the “People” aspect of Snapdeal’s service marketing mix, it’s evident that the company places significant emphasis on its team’s role in providing exceptional service to its consumers. This emphasis is critical for retaining customers in the highly competitive online retail market. Here are some key points regarding the “People” component of Snapdeal’s marketing mix:

1. Strong Service Team: Snapdeal’s success in the competitive e-commerce segment heavily relies on its strong team, which is dedicated to marketing, technology, and customer service. The company understands the importance of a skilled and motivated workforce in achieving customer satisfaction and retention.
2. Efficient Handling of Customer Queries and Complaints: Snapdeal has developed effective mechanisms for product returns and addressing customer queries and complaints. This approach ensures customers have a positive experience with the platform, even when issues arise.
3. Training and Development: Employees at Snapdeal are given the necessary training and support to solve customer problems efficiently. This includes comprehensive knowledge about the products and services and company policies and processes. The aim is to ensure that every team member can contribute to a positive customer experience.
4. Customer Service Excellence: Snapdeal’s dedication to excellent customer service is critical to maintaining a solid customer base. The company ensures that its staff, including those in customer service roles, are polite, professional, and knowledgeable, which is crucial in resolving issues and fostering customer loyalty.
5. Impact on Brand Perception: The quality of interactions customers have with Snapdeal’s employees significantly affects the company’s brand perception. Positive experiences can lead to repeat business and referrals, vital for the company’s growth and sustainability.
6. Role in Competitive Advantage: The competence and professionalism of Snapdeal’s team play a significant role in differentiating the company from its competitors. Snapdeal aims to create a competitive advantage in the online retail by delivering superior customer service.

Snapdeal Process Strategy

The “Process” aspect of the Service Marketing Mix for Snapdeal involves the company’s methods and procedures to ensure efficient and effective service delivery to its customers. Here are the critical points regarding Snapdeal’s process:

1. Online Marketplace Model: Snapdeal operates online, facilitating transactions between buyers and sellers without holding inventory. This model offers a wide range of products and simplifies the logistics and supply chain processes.
2. Order Placement and Notification: When a customer places an order on Snapdeal, the seller is immediately notified. This direct notification system ensures sellers can quickly fulfill orders, leading to faster delivery times.
3. Product Delivery: Delivery of products is arranged by the sellers, sometimes with the assistance of Snapdeal’s logistics team. This collaborative approach allows for flexibility in delivery options and can help to optimize the delivery process for speed and efficiency.
4. Use of Technology: Snapdeal leverages technology to streamline its processes, from the ordering system to customer service. Advanced software and platforms help to ensure that orders are processed efficiently and that customers can easily track their orders and access support when needed.
5. Seller Selection and Management: Sellers on Snapdeal are carefully selected and agree to adhere to the company’s terms and conditions. This ensures that only reputable sellers who can meet Snapdeal’s standards for quality and service are allowed to sell on the platform.
6. Customer Service and Support: Snapdeal has a structured process for handling customer inquiries, complaints, and returns. This process is designed to be customer-friendly and efficient, ensuring that issues are resolved promptly and to the customer’s satisfaction.
7. Feedback and Continuous Improvement: Snapdeal collects feedback from customers and sellers to improve its processes continually. This feedback loop is essential for identifying areas for improvement and implementing changes that enhance the customer experience.
8. Multi-Channel Sales: Snapdeal sells products through various channels, including its website, mobile application, affiliate networks, and corporate sales. This multi-channel approach ensures customers can access Snapdeal’s offerings through their preferred platform.

Snapdeal Physical Evidence Strategy

The “Physical Evidence” aspect of the service marketing mix for Snapdeal encompasses all the tangible and intangible elements that customers interact with, which helps to make the service more concrete and assures customers of the quality and reliability of the service they are receiving. Here are key points regarding Snapdeal’s physical evidence:

1. Website and Mobile App: Snapdeal’s online presence through its website and mobile application is the primary physical evidence. These platforms’ design, usability, and functionality are crucial in creating a positive first impression and enhancing the shopping experience.
2. Branding and Design: The Snapdeal logo, color scheme, and overall brand design visible on its website, app, packaging, and marketing materials create a recognizable identity that customers associate with quality and reliability.
3. Packaging: Packaging products delivered to customers is a significant form of physical evidence. Snapdeal ensures that products are packaged securely and appropriately, minimizing damages during transit and enhancing customer satisfaction upon receipt.
4. Customer Reviews and Ratings: The availability of customer reviews and ratings on the Snapdeal platform acts as physical evidence of the product quality and service reliability, helping prospective customers make informed purchasing decisions.
5. Order Confirmation and Tracking: Snapdeal provides immediate order confirmation and tracking details to customers via email or SMS. This communication reassures customers about their order status and expected delivery, enhancing trust in the service.
6. Return and Exchange Policy: The clarity and accessibility of Snapdeal’s return and exchange policy give customers confidence in their purchase, knowing that the company has mechanisms to address issues if they arise.
7. Customer Support Services: Accessible customer support services, including helplines, chat support, and email assistance, offer tangible proof of Snapdeal’s commitment to customer satisfaction and service quality.
8. Social Media Presence: Snapdeal’s active presence on various social media platforms is physical evidence of its brand’s activity, customer engagement, and responsiveness to customer feedback and inquiries.
9. Secure Payment Gateways: The use of secure payment gateways and the display of security certificates on Snapdeal’s website and app assure customers of the safety of their financial information.

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