International Journal For Multidisciplinary Research

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Marketing Strategies of Amazon & Flipkart: A Study on Great Freedom Festival and Flagship Sale 2024

Author(s) Chithra Lekshmi K S, Jisha K
Country India
Abstract Millions of Indian consumers now prefer online shopping due to the attractive offers and convenience provided by e-commerce platforms. In the Indian market, major players leading this transformation are Amazon and Flipkart. The current research tries to study the marketing strategies used by Amazon’s Great Freedom Festival and Flipkart’s Flagship Sale that is happening in connection with Independence Day in India in the month of August 2024. The study employs a content analysis methodology by examining the official page of Amazon and Flipkart and also the promotional materials and advertisements used by the e-commerce platforms to promote their sales. The study identifies and compares the product offerings, pricing strategies and brand participation in both the platforms. Amazon’s Great Freedom Festival and Flipkart’s Flagship 2024 are among the most anticipated events, each attracting millions of customers with the promise of exclusive deals, discounts, and product launches. Influencer collaborations, loyalty programmes, use of flash sales, gamification, and banking partnerships are few marketing strategies used by both Amazon and Flipkart during its Great Freedom Festival and Flagship Sale. The findings reveal key differences and similarities in how each platform approaches these sales, providing insights into the competitive dynamics of India’s e-commerce market and consumer behaviour.
Keywords Amazon, Flipkart, Marketing Strategies, Product Offerings, Consumer Behaviour, Online Festivals, etc.
Field Sociology > Journalism / Media
Published In Volume 6, Issue 4, July-August 2024
Published On 2024-08-14
Cite This Marketing Strategies of Amazon & Flipkart: A Study on Great Freedom Festival and Flagship Sale 2024 - Chithra Lekshmi K S, Jisha K - IJFMR Volume 6, Issue 4, July-August 2024. DOI 10.36948/ijfmr.2024.v06i04.26134
DOI https://doi.org/10.36948/ijfmr.2024.v06i04.26134
Short DOI https://doi.org/gt6498
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