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Indian Journal of Marketing

ISSN: 0973-8703 Frequency: Monthly Peer Review: Double-blind Published since: 1968 Language: English
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Original Article

Home › Issues › Vol. 49, No. 3 (2019)
Open Access Original Article

The Branding Efforts of Snapdeal and the Quest for Profits : A Case Study

Thomason Rajan1,  Jacob Alexander2

1 Associate Professor, MBA Department, Krupanidhi Group of Institutions, 12/1, Chikkabellandur, Varthur Hobli, Carmelaram P.O, Bangalore - 560 035

2 Program Director, MBA Department, Krupanidhi Group of Institutions, 12/1, Chikkabellandur, Varthur Hobli, Carmelaram P.O, Bangalore - 560 035.

DOI 10.17010/ijom/2019/v49/i3/142144
Volume 49
Issue 3
Pages 25–35
Year 2019
Received: Oct. 30, 2018 Accepted: Feb. 5, 2019 Published: March 28, 2019
Abstract

Snapdeal, the Indian online retail firm, started its journey as a discount coupon service and moved on to the marketplace model after the founders Kunal Bahl and Rohit Bansal made a trip to China. With steady growth in business, the company started focusing on branding and positioned itself on the wide product assortment platform. Using several campaigns and roping in brand ambassadors, including Bollywood actor Aamir Khan, the brand achieved its targets of registered customers, sellers, and delivery points. The company struggled to make profits and to add to the trouble, there was a controversy over a statement made by Aamir Khan. The founders devised a leaner, asset-light model called Snapdeal 2.0 and focused on multiple sources of revenue. Eventually, their efforts paid off and after 11 years, the company started making profits. The case discussed the steps taken by the founders to build the brand and turn it profitable. The nuances stated in the case will help students in marketing to understand the need to balance campaign spends with brand profits and also make them appreciate the multiple challenges that entrepreneurs face while building brands.

Keywords Branding Snapdeal Struggle for Profits Snapdeal 2.0 Celebrities In e-commerce Campaigns Profits from Online Retail
How to Cite

Thomason Rajan, Jacob Alexander (2019). The Branding Efforts of Snapdeal and the Quest for Profits : A Case Study. Indian Journal of Marketing, 49(3), 25–35. https://doi.org/10.17010/ijom/2019/v49/i3/142144

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