A Study on Implementation of Online Marketing Strategies for Consumer Products in Myntra

Abstract : The rapid growth of e-commerce and digital technologies has significantly transformed the marketing practices of consumer product companies. Internet marketing techniques like social media promotion, email marketing, influencer promotions, personalised recommendations, and seasonal campaigns play a crucial role in influencing consumer behaviour and purchase decisions. This study aims to examine the implementation and effectiveness of online marketing strategies adopted by Myntra, one of India’s leading fashion and lifestyle e-commerce platforms. The study is based on a descriptive research design and uses both primary and secondary data. Primary data were collected through a structured questionnaire from 100 Myntra users in Chennai city using a convenience sampling technique. Secondary information was obtained from Myntra's official website, research articles, journals, and e-commerce reports. Percentage analysis and graphical tools such as pie charts were used for data analysis and interpretation. The findings of the study reveal that Myntra’s online marketing strategies, including attractive advertisements, influencer marketing, personalized offers, and seasonal sales, have a significant impact on customer satisfaction, purchase frequency, and repeat buying behavior. The study concludes that effective implementation of digital marketing strategies enhances brand engagement, customer loyalty, and overall sales performance. In a very competitive e-commerce business, recommendations are made to increase Myntra's online marketing efficacy.