Scribd
Upload
107 views2 pages

Pricing: Products International Operations B2B Personalised

Myntra follows a discounted pricing model to attract customers and build loyalty. It regularly holds sales where products are discounted by 60-80%. Myntra also uses dynamic pricing, setting prices for products algorithmically based on customer data like search history. While prices for its own brands are competitive, they are still 20-25% cheaper than alternatives. Myntra makes higher margins from its own brands compared to third-party brands.

Uploaded by

anjali
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
107 views2 pages

Pricing: Products International Operations B2B Personalised

Myntra follows a discounted pricing model to attract customers and build loyalty. It regularly holds sales where products are discounted by 60-80%. Myntra also uses dynamic pricing, setting prices for products algorithmically based on customer data like search history. While prices for its own brands are competitive, they are still 20-25% cheaper than alternatives. Myntra makes higher margins from its own brands compared to third-party brands.

Uploaded by

anjali
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 2

Pricing

Although Myntra sells branded products, it follows a heavily discounted pricing


model. The discounting is done to attract more customers and create a loyal
userbase. Myntra also organises shopping festivals named End of Reason Sales in
which goods are sold at 60-80% discounted price. This discounted model has been
augmented by tech-led pricing in recent years using Myntra’s in-house software
and algorithms. This pricing model dynamically prices the products based on
various data from the usage pattern and search history of customer and hence, is
known as dynamic pricing model. The pricing of in-house labels is done
competitively, still it costs the consumer around 20-25% cheaper. Moreover
Myntra Original brands give a margin of 60% to the company, as compared to 35-
40% offered by third party brands

Myntra.com is a marketplace that deals in a bouquet of nearly


150,000 products from more than 1,000 International and Indian brands. It started
its operations with B2B model of business but also offered
few personalised products to its customers like calendars, watches, mugs and
mouse pads.

Currently, it has adopted B2C business model and operates via its website and
mobile app. Its products are for men, children and women and includes

 Topwear – Casual shirts, formal shirts, t-shirts, sweaters, suits, coats,


sweatshirts, jackets, kurtas, kurtis, saris, blouses, dupattas, shawls, jumpsuits,
dresses, waistcoat and tunics
 Bottom Wear – Track pants, shorts, formal and casual trousers, shorts, jeans,
leggings, salwar, jeggings, skirts, capris and churidars
 Activewear and sportswear- Active t-shirts and swimwear
 Accessories- Smart wearable and watches
 Sports equipment
 Innerwear- Lingerie, sleepwear, loungewear, boxers, vests, thermals and
trunks
 Footwear- Casual shoes, sports shoes, formal shoes, sandals, heel and flats
 Cosmetics and personal care products- Shampoo, soaps, moisturiser,
aftershave lotion, aftershave cream and face wash
 Luggage and trolley
 Fashion accessories- Belts, wallets, mufflers, helmets, ties and cufflinks
 Home and living products – Bed sheets, pillows, pillow covers, quilts,
curtains, cushion cover, bath towels, table cover, showpieces, wall décor,
candles and vases

Myntra.com has kept product prices at reasonable and pocket-friendly rates to lure


customers and increase its market share. It has also adopted a promotional policy
and offers several incentives to draw its customers to its portal.

Myntra is an aggregator of many brands. Its business model is based on procuring


current season merchandise from various brands and making them available on the
portal at the same time as the retail stores. All these products are offered to
customers on MRP. It is a Business to Customer (B2C) revenue model.

You might also like