As an online marketplace, the entire marketing strategy of Kaymu Bangladesh
AuthorCosta, Prianka Grasia
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At the 21st Century, with the help of technology, people are getting all the latest facilities. In this paper, I have tried to put my overview of Bangladeshi e-commerce industry, Kaymu Bangladesh and its marketing strategies, model, comparison with the current market players and its vision to provide the most diversified online shopping marketplace for the Bangladeshi Consumer. Kaymu Bangladesh is a venture of world’s largest internet incubator Rocket Internet GmbH. In September, 2013, Kaymu Bangladesh started its operations here in this country and within a short period of time, has become a popular destination for the online shoppers. Kaymu Bangladesh follows the EBay business model of buying and selling on a single platform where the sellers sell their products on Kaymu website in exchange of commission percentage on each and every sale. Kaymu is an online marketplace where buyers and sellers meet and exchange goods. Buyers from Dhaka enjoy the facility of payment via cash on delivery while the buyers outside Dhaka throughout the country also can enjoy the home delivery service by prepayment through mobile banking. Kaymu provides sellers the free advertisements of their products through social media, newsletter and Google Search Engine Optimization (SEO). Through Kaymu, sellers can sell their products very easily as they have the total control of the entire process of selling including the payment. Sellers use Kaymu website to showcase their products and get buyers for the products. When they get an order, they contact and deliver the product on their own or through Kaymu Delivery Partner- AIG Express. Right now, the online selling process is running smoothly but sometimes when there is pressure of more delivery, then the buyers might suffer. This is a major issue for Kaymu and they value this issue highly as at the Beginning it was becoming hard for them to run their operations without dependable delivery partner but now they have established AIG Express as a trusted and dependable delivery partner. Kaymu is trying to achieve its break even by the end of 2016, when their operation will be around three years in Bangladesh. Currently it runs from the funding of its parent company, Rocket Internet Gmbh. Kaymu’s revenue is increasing from its inception. Though Kaymu is a new company, but already they have created their own space in the market and becoming very popular to the online consumers. Kaymu believes that the more its sellers sell, the more revenue Kaymu makes. So they are working relentlessly to market the products of its sellers. Bangladesh is a challenging market for Kaymu. Most of the people do not know the use of internet yet. But Kaymu has a clear goal to offer their customers a diversified shopping experience by making newer strategies every day.