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pdeal correction treatment (worth INR 40,000 originally
Snapdeal stated its operations in 2010 as a daily deal and was sold for INR 20,000), a 10-minute helicopter
platform, but later expanded into product retailing ride over the city of Bangalore, an aerial Ganapati
across various categories. Snapdeal displays their Visarjan trip in Mumbai, a short Valentine’s Day
latest deals, which generally focus on aggressive party in the sky, a cruise dinner etc (Business
discounts, on its website as well as on social media Standard report, 2012). The company is also
pages. It makes extensive use of Google Plus, Twitter experimenting with new verticals such as
and Facebook besides using television media. In May automobiles and FMCG, but does not see these
2013, Snapdeal acquired Shopo.in, an online becoming main growth drivers in the coming future.
marketplace for Indian handcraft products, in order to Groupon India is customizing their offers to suit
merge the sellers and buyers of this online site with Indian customers. In 2013, Groupon India is planning
Snapdeal. to focus on wellness, food & beverage and travel
segments to grow its business in the Indian market.
II. Groupon in India- a case study
In India, the company competes with the companies
Groupon entered India with acquisition of such as Smile Group’s Deals AndYou.com, Times
sosasta.com in 2011. It later re-branded the company Internet’s Timesdeal.com, Mydala.com (backed by
to Crazeal.com and again re-branded to Groupon in Info Edge) and Rediff DEAL ho jaye, among others.
November 2012. Groupon India has expanded the Snapdeal, which used to be the leading deal site in
roles of its team to take on the directive for key India, turned into an e-commerce company in 2012.
emerging markets in the Asia-Pacific region, Apart from this, Taggle.com, Dealivore and Vamoose
comprising India, Thailand, Indonesia and the are among Indian deal sites that decided to wind up
Philippines. The company has an exclusive businesses in their current avatars.
partnership with offline electronics retail chain The various strategies vis-a-vis marketing,
Croma (from the house of Tata) to launch a gadget operations, pricing adopted by Groupon India are
microsite that would feature deals and offers on described below:
Croma’s inventory of electronics.
In India too, the company followed the model Customer Communication
Groupon pioneered in 2008 i.e. tying up with local, Groupon provides a very heavy discount on the
regional and national merchants to offer “deals” to product it offers for the day. The discount is about
consumers, often at a significant discount to the 40% to 70% depending on the product offering.
market price. Groupon India adopted full price model Similar to its model in other markets, the business
as against token price model used by competitors. model in India specifies that if more than a decided
Company has experimented with some out-of-the- number of people participate, only then is the deal on.
box deals in 2012 which were somewhat accepted by Hence either all the consumers get the deal or none of
consumers’. Some of these deals were an eye them get the deal. There is also a time associated with
88
Snapdeal stated its operations in 2010 as a daily deal and was sold for INR 20,000), a 10-minute helicopter
platform, but later expanded into product retailing ride over the city of Bangalore, an aerial Ganapati
across various categories. Snapdeal displays their Visarjan trip in Mumbai, a short Valentine’s Day
latest deals, which generally focus on aggressive party in the sky, a cruise dinner etc (Business
discounts, on its website as well as on social media Standard report, 2012). The company is also
pages. It makes extensive use of Google Plus, Twitter experimenting with new verticals such as
and Facebook besides using television media. In May automobiles and FMCG, but does not see these
2013, Snapdeal acquired Shopo.in, an online becoming main growth drivers in the coming future.
marketplace for Indian handcraft products, in order to Groupon India is customizing their offers to suit
merge the sellers and buyers of this online site with Indian customers. In 2013, Groupon India is planning
Snapdeal. to focus on wellness, food & beverage and travel
segments to grow its business in the Indian market.
II. Groupon in India- a case study
In India, the company competes with the companies
Groupon entered India with acquisition of such as Smile Group’s Deals AndYou.com, Times
sosasta.com in 2011. It later re-branded the company Internet’s Timesdeal.com, Mydala.com (backed by
to Crazeal.com and again re-branded to Groupon in Info Edge) and Rediff DEAL ho jaye, among others.
November 2012. Groupon India has expanded the Snapdeal, which used to be the leading deal site in
roles of its team to take on the directive for key India, turned into an e-commerce company in 2012.
emerging markets in the Asia-Pacific region, Apart from this, Taggle.com, Dealivore and Vamoose
comprising India, Thailand, Indonesia and the are among Indian deal sites that decided to wind up
Philippines. The company has an exclusive businesses in their current avatars.
partnership with offline electronics retail chain The various strategies vis-a-vis marketing,
Croma (from the house of Tata) to launch a gadget operations, pricing adopted by Groupon India are
microsite that would feature deals and offers on described below:
Croma’s inventory of electronics.
In India too, the company followed the model Customer Communication
Groupon pioneered in 2008 i.e. tying up with local, Groupon provides a very heavy discount on the
regional and national merchants to offer “deals” to product it offers for the day. The discount is about
consumers, often at a significant discount to the 40% to 70% depending on the product offering.
market price. Groupon India adopted full price model Similar to its model in other markets, the business
as against token price model used by competitors. model in India specifies that if more than a decided
Company has experimented with some out-of-the- number of people participate, only then is the deal on.
box deals in 2012 which were somewhat accepted by Hence either all the consumers get the deal or none of
consumers’. Some of these deals were an eye them get the deal. There is also a time associated with
88
