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About Snapdeal:
Snapdeal is an online market place, New, India. The company was started by,
a Wharton graduate as part of the dual degree M&T Engineering and Business
program at Penn, and Rohit Bansal, an alumnus of IIT Delhi in February 2010.
Snapdeal was started in February 2010 as a daily deals platform but expanded in
September 2011 to become an online marketplace. Snapdeal has grown to become
one of the largest online market place in India. Offering an assortment of 10
million products across diverse categories from over 100,000 sellers, shipping to
5,000 plus towns and cities in India. In March 2015, Snapdeal brought actor Aamir
Khan for the promotion of its website in India.
Funding
Snapdeal has received 7 rounds of funding:
Round 3: Snapdeal then raised a 3rd round of funding worth $50 million
from eBay and received participation from existing investors i.e. Bessemer
Venture Partners, Nexus Venture and Indo US Venture Partners.
Round 4: Snapdeal received its 4th round of funding of $133 million on Feb2014. The 4th round of funding was led by eBay with all the current
institutional
investors,
including
Kalaari
Capital,
Nexus
Venture
Partners, Bessemer Venture Partners, Intel Capital and Saama Capital all
participating.
PremjiInvest
and
others. The
round
valued
SnapDeal
at
$1,000,000,000.
Acquisitions
In
April
2015,
Snapdeal
acquired
mobile-payments
company
FreeCharge.com.
Marketing
Social media is the primary platform used to reach out to new customers. Rather
than relying on direct advertising, the company focuses on unconventional
advertising to reach out to customers. In May 2013, the company in association
with TheViralFever.com (TVF), an online youth entertainment network, launched a
video on YouTube which was aspoof of Emotional Atyachar, a TV show. The name
of the company was not directly mentioned so that the video does not look like an
advertisement.The company has launched campus marketing program by the name
of "FreeCharge Campus Rockstars" to directly reach out to students in campuses
of IITs and IIMs.
In March 2013, FreeCharge tied-up with production houses Sony Pictures, Yash
Raj Films, UTV Motion Pictures and Viacom 18 to promote their upcoming
movies through its portal. Consequently, FreeCharge was the recharge partner of
the
movies
released
by
these
houses
such
as Man
of
Steel, Django
Unchained, Mere Dad Ki Maruti and Bhaag Milkha Bhaag. Freecharge is the
principal sponsors of Delhi Dynamos FC which plays in the Indian Super League.
In 2013, we had reported that 30% of all orders on Snapdeal originate from mobile,
which increased to 60% in 2014. And as per their projections, in the next 3 years,
90% of all their orders will come only from mobile apps.
Now, lets examine Freecharges business model: they enable users to recharge
their mobiles and get coupons in exchange. Considering that 100% of
Freecharges customers are only mobile oriented, this is the best decision Snapdeal
could have made. In fact, for any ecommerce company which is looking to dig
deep into the mobile centric customers, Freecharge would have been the best
choice.
In coming days, we can observe lots of more such acquisitions wherein ecommerce
portals may acquire mobile based services.
are ordering products from mobile but have never used Freecharges platform for
mobile recharges.
Freecharge can now get a big volume of new customers from these cities, who are
not even aware of such excellent service. Now, how shall Freecharge compensate
them with coupons is another factor all together. Maybe rural based new marketing
approach would be implemented. But the point is, Freecharge will now have lots of
new customers. It is estimated that 75 million mobile recharges are done every 24
hours in India, out of which only 3 million are done online.
Freecharge has positioned them right on track to tap this market.
landscape, then the Softbank holds the reins of Snapdeal, PayTm and
Freecharge. And this proves that market consolidation is in full swing now, as it
leaves three major players fighting it out for dominance: Flipkart ; Amazon and
Snapdeal. Jabong & eBay remain the dark horses now, which may become crucial
in shifting the pendulum of success between these big three.
Certainly, an exciting time for Indian eCommerce and mCommerce industry in
India. And for Freecharge & Snapdeal, its time for celebration.