Planning and execution of marketing strategy for pleximus

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Acknowledgement
An undertaking of work life - this is never an outcome of a single person; rather it bears
the imprints of a number of people who directly or indirectly helped me in completing the
project. I would be failing in my duties if I don't say a word of thanks to all those who
made my training period educative and pleasurable one. I am thankful to PLEXIMUS for
giving me an opportunity to do summer training in the company.
First of all, I am extremely grateful to Mr. Razin Naik for his guidance, encouragement.
Very special thanks to him for giving me the opportunity to do this project and for his
support.
I must also thank my faculty guide for his continuous support and directional guidance
during the project.
I would also like to thank all the respondents for giving their precious time and without
which the Project would have been incomplete.
Finally I would like to thank all lecturers, friends and my family for their kind support
and to all who have directly or indirectly helped me in preparing this project report. And
at last I am thankful to all divine light and my parents, who kept my motivation and zest
for knowledge always high through the tides of time.

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Executive Summary
Marketing strategy is formulated in order to utilize the segmentation, targeting,
positioning as well as the four P’s to understand the market needs .The project tilted
“Planning and Execution of Marketing Strategy of Pleximus” involved in developing
marketing campaigns to promote a product, service or idea. It is a varied role that
includes planning, advertising, public relations, event organization and new product
development. The work is often challenging and fast-paced.
The responsibilities were to focus on selling a product or service or on raising awareness
of an issue that affects the public. The new product launch method, gives a checklist of
important activities for launching new products. It specifies strategic and tactical
activities in the marketing area, which conducts in a strategic plan and a tactical plan.
These plans are a preparation for launching a new product, the new product being the
software and mobile application.
The project also concentrates on selling their company’s goods and services. They also
conduct social campaign or promotional campaigns for the product.
The project was studied to develop activities aimed at changing or maintaining people’s
behavior for the benefit of individuals and society as a whole.
Responsibility was given for follow ups their employer’s new customers and existing
ones. The company’s ability is to attract and retain new customers, not only related to its
product or services, but strongly related to the way it services its existing customers and

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the reputation it creates within and across the marketplace. Sales are target driven
industry and the work can sometimes be demanding. Potential customers were
approached with the aim of winning as well as maintaining good relationships with
customers.

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Index
Sr.No. Particulars Page No.
1 Executive Summary
2 Objectives of the Project 1
3 Introduction 2
4 Literature Review 32
5 Research Methodology 36
6 Data Analysis 38
7 Observations and Findings 55
8 Limitations 57
9 Suggestions and Conclusions 58
10 Annexure
11 Bibliography
12 Exit Survey

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CERTIFICATE
This is to certify that Amy Mary Vijay has successfully completed the project work as a
part of academic fulfillment of Master of Management Studies (M.M.S.) Semester IV
examination.

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CHAPTER-1
OBJECTIVE OF THE PROJECT
1. To understand marketing strategies of the software and mobile application.
2. To know how to plan and execute the strategies for the parental control software and
mobile application.
3. To understand the concept of social marketing.

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CHAPTER-2
INTRODUCTION
Marketing is the process of communicating the value of a product or service
to customers, for the purpose of selling that product or service.
Marketing can be looked at as an organizational function and a set of processes for
creating, delivering and communicating value to customers, and customer relationship
management that also benefits the organization. Marketing is the science of
choosing target markets through market analysis and market segmentation, as well as
understanding consumer behavior and providing superior customer value. From a societal
point of view, marketing is the link between a society's material requirements and
its economic patterns of response. Marketing satisfies these needs and wants through
exchange processes and building long term relationships.
Marketing strategy is defined by David Aaker as a process that can allow an organization
to concentrate its resources on the optimal opportunities with the goals of increasing sales
and achieving a sustainable competitive advantage. Marketing strategy includes all basic
and long-term activities in the field of marketing that deal with the analysis of the
strategic initial situation of a company and the formulation, evaluation and selection of
market-oriented strategies and therefore contributes to the goals of the company and its
marketing objectives
Marketing strategies serve as the fundamental underpinning of marketing plans designed
to fill market needs and reach marketingobjectives. Plans and objectives are generally

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tested for measurable results. Commonly, marketing strategies are developed as multi-
year plans, with a tactical plan detailing specific actions to be accomplished in the current
year. Time horizons covered by the marketing plan vary by company, by industry, and by
nation, however, time horizons are becoming shorter as the speed of change in the
environment increases. Marketing strategies are dynamic and interactive. They are
partially planned and partially unplanned.
Marketing strategy involves careful and precise scanning of the internal and external
environments. Internal environmental factors include the marketing mix and marketing
mix modeling, plus performance analysis and strategic constraints. External
environmental factors include customer analysis, competitor analysis, target
market analysis, as well as evaluation of any elements of the technological, economic,
cultural or political/legal environment likely to impact success. A key component of
marketing strategy is often to keep marketing in line with a company's
overarching mission statement.
Once a thorough environmental scan is complete, a strategic plan can be constructed to
identify business alternatives, establish challenging goals, determine the optimal
marketing mix to attain these goals, and detail implementation. A final step in developing
a marketing strategy is to create a plan to monitor progress and a set of contingencies if
problems arise in the implementation of the plan.
Marketing Mix Modeling is often used to help determine the optimal marketing budget
and how to allocate across the marketing mix to achieve these strategic goals. Moreover,
such models can help allocate spend across a portfolio of brands and manage brands to
create value.

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The marketing mix is a business tool used in marketing and by marketers. The marketing
mix is often crucial when determining a product or brand's offer, and is often associated
with the four P's: price, product, promotion, and place
Social marketing seeks to develop and integrate marketing concepts with other
approaches to influence behaviors that benefit individuals and communities for the
greater social good. It seeks to integrate research, best practice, theory, audience and
partnership insight, to inform the delivery of competition sensitive and segmented social
change programs that are effective, efficient, equitable and sustainable.
Although "social marketing" is sometimes seen only as using standard commercial
marketing practices to achieve non-commercial goals, this is an oversimplification. The
primary aim of social marketing is "social good", while in "commercial marketing" the
aim is primarily "financial". This does not mean that commercial marketers cannot
contribute to achievement of social good.
Increasingly, social marketing is being described as having "two parents"—a "social
parent", including social science and policy approaches, and a "marketing parent",
including commercial and public sector marketing approaches
2.1 Company profile
Pleximus creates software applications for Desktop, Web and Mobile. They are
extremely passionate towards learning and implementing new technologies. It is one of
the most important motivational factors that drive their team. The company also helps

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other startups build their product.
The company had always wanted to work towards the welfare of the society and help
maximum people with our simple yet useful software solutions.
In the light of this, Pleximus has launched two new products
1. Kidharhai (Mobile application)
2. NetPurified (Desktop application)
Other products of the company
Examine Pro
 Examine pro is a data logger or scanner software.
 Examine Pro is a 21 CFR Part 11 compliant software widely used in industries like
pharmacy, medicine, etc.
DTH Inventory system
 DTH inventory system is designed for distributors like Airtel, Videocon, Tata Sky, etc.
 Maintain inventory with DTH distributors and their engineers.
 Server client facility to use on multiple PC’s.

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 Universal track facility to track the data faster.
Paintoosh
 Paintoosh is a free android mobile application for drawing, coloring and painting.
 Go back to school memories with this fun.
 Fill your canvas with color and patterns.
Back up my World
Back up my world is a free android mobile application to backup and restore
 Contacts
 SMS
 Call logs
 Dictionary

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The company also undertakes service related work.
2.2 STP
Segmentation
Market segmentation is a marketing strategy that involves dividing a broad target
market into subsets of consumers, who have common needs and priorities, and then
designing and implementing strategies to target them. Market segmentation strategies
may be used to identify the target customers, and provide supporting data
for positioning to achieve a marketing plan objective. Businesses may develop product
differentiation strategies, or an undifferentiated approach, involving specific products
or product lines depending on the specific demand and attributes of the target segment.
An ideal market segment meets all of the following criteria:
 It is possible to measure.
 It must be large enough to earn profit.
 It must be stable enough that it does not vanish after some time.
 It is possible to reach potential customers via the organization's promotion and
distribution channel.
 It is internally homogeneous (potential customers in the same segment prefer the same
product qualities).

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 It is externally heterogeneous, (potential customers from different segments have
different quality preferences).
 It responds consistently to a given market stimulus.
 It can be reached by market intervention in a cost-effective manner.
 It is useful in deciding on the marketing mix.
 It identifies the target customer(s) (surrogate(s))
 It provides supporting data for a market positioning or sales approach.
After a research done by the company, in the current scenario 1000 students were
interviewed and asked to fill up questionnaires. 30% of the boys in rural areas said that
inappropriate content pops up on the screen. Rural boys will see twenty thousand photos
before marriage. Same study reveals that 200 girls would marry a handicap than a boy
who is an addict. That’s how the segment was understood and identified for the product
NetPurified
A child goes missing every eight minutes. It’s unsafe for women to travel alone. Women
and senior citizens are being attacked. That’s how Kidharhai was identified.
Targeting
Behavioral targeting refers to a range of technologies and techniques used by online
website publishers and advertisers aimed at increasing the effectiveness of advertising
using user web-browsing behavior information. In particular, "behavioral targeting uses

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information collected from an individual’s web-browsing behavior (e.g., the pages that
they have visited or the searches they have conducted) to select advertisements to
display".
When a consumer visits a web site, the pages they visit, the amount of time they view
each page, the links they click on, the searches they make and the things that they interact
with, allow sites to collect that data, and other factors, create a 'profile' that links to that
visitor's web browser. As a result, site publishers can use this data to create defined
audience segments based upon visitors that have similar profiles. When visitors return to
a specific site or a network of sites using the same web browser, those profiles can be
used to allow advertisers to position their online ads in front of those visitors who exhibit
a greater level of interest and intent for the products and services being offered. On the
theory that properly targeted ads will fetch more consumer interest, the publisher (or
seller) can charge a premium for these ads over random advertising or ads based on the
context of a site.
Behavioral marketing can be used on its own or in conjunction with other forms of
targeting based on factors like geography, demographics or contextual web page content.
It's worth noting that many practitioners also refer to this process as "Audience
Targeting".
NetPurified software target audiences are parents who have children of 8 years to 15
years of age and it is also targeted among those who come under high income group.
Kidharhai target customers are all smartphone users who can install the application
identified by the research. This software and application is the need of the hour.

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Positioning
Positioning is the marketing activity and process of identifying a market problem or
opportunity and developing a solution based on market research, segmentation and
supporting data.
Positioning may refer the position a business has chosen to carry out their marketing and
business objectives. Positioning relates to strategy, in the specific or tactical development
phases of carrying out an objective to achieve a business' or organization's goals, such as
increasing sales volume Although there are so many different definitions of brand
positioning, probably the most common is: identifying and attempting to occupy a market
niche for a brand, product or service utilizing traditional marketing placement strategies
(i.e. price, promotion, distribution, packaging, and competition).
Positioning is also defined as the way by which the marketers attempt to create a distinct
impression in the customer's mind.
The company wants to position themselves as doing well and benefitting the society.
Hence, these products were developed after research done by Pleximus.

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2.3 Marketing Mix
Product
A product is seen as an item that satisfies what a consumer demands. It is a tangible good
or intangible service. Tangible products are those that have an independent physical
existence. Typical examples of mass-produced, tangible objects are the motor car and the
disposable razor. A less obvious but ubiquitous mass-produced service is a computer
operating system.
Every product is subject to a life-cycle including a growth phase followed by a maturity
phase and finally an eventual period of decline as sales fall. Marketers must do careful
research on how long the life cycle of the product they are marketing is likely to be and
focus their attention on different challenges that arise as the product moves.
The marketer must also consider the product mix. Marketers can expand the current
product mix by increasing a certain product line's depth or by increasing the number of
product lines. Marketers should consider how to position the product, how to exploit the
brand, how to exploit the company's resources and how to configure the product mix so
that each product complements the other. The marketer must also consider product
development strategies

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The company has launched two new products
1. NetPurified Software
2. Kidhar Hai app
NetPurified software
NetPurified software helps keep the children safe from the web. Children are curious
these days as they have many projects which are why internet is useful. NetPurified is a
tangible as well as intangible product. This software protects children against
inappropriate web content. It prevents online pornography and limits access to social
media. It can specify the amount of time that can be spent online, and the times of the day
when the internet is available. It is easy and simple to use. This software works on all
browsers.
Features:
Block inappropriate web content
Review web pages in real time and blocks obscene contents.
Manage time spent online
Set time restrictions to block web access designated times.

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Limit Social Media Access
Limit access to social media, gaming and other addictive websites.
Whitelist/Blacklist
Specify websites to be always allowed or always blocked.
Admin Access
Password protected access to software configuration and setting.
Multi browser Support
Works across all major web browsers
(Chrome, Firefox, Internet Explorer etc).
Logo of NetPurified

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Kidhar Hai app
Kidhar hai app allows you to connect with your loved ones and locate or track your
family members even when in danger. Once a person downloads and installs the
application it is simple to use and the person who doesn’t have a smartphone can also
track the person using the application with just an SMS saying “KidharHai?” or “Where
are you?” to get the location of the person if and only if he/she has been given the
permission to track him/her.
Features:
Location tracking
Locate your family members with an SMS/Mobile app.
Location History
See the location history of your loved ones.
Buzz phone
Buzz your missing phone with an SMS/mobile app.
SOS button
Quickly alert your guardians in case of an emergency.

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Tracking Permissions
Reveal location only to people your trust.
Logo of Kidhar Hai

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Price
The amount a customer pays for the product. The price is very important as it determines
the company's profit and hence, survival. Adjusting the price has a profound impact on
the marketing strategy, and depending on the price elasticity of the product, often it will
affect the demand and sales as well. The marketer should set a price that complements the
other elements of the marketing mix.
When setting a price, the marketer must be aware of the customer perceived value for the
product. Three basic pricing strategies are: market skimming pricing, market penetration
pricing and neutral pricing. The 'reference value' (where the consumer refers to the prices
of competing products) and the 'differential value' (the consumer's view of this product's
attributes versus the attributes of other products) must be taken into account.
This price of the software is Rs.999 though for starters the company was ready to make
the price for Rs.747 and give discounts in case of bulk buying and this is for schools,
societies and other places where the company had promotional campaigns for the
product.

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Retail /hardware shop/software shop/distributors/dealers pricing
Subscription MRP in INR Number of
copies
Discount % Retailer price
per copy in
INR
1 year 747 1 0 747
1 year 747 2 to 5 5 702
1 year 747 6 to 10 10 675
1 year 747 11 to 25 20 603
1 year 747 26 to 50 40 450
More than 50 copies means there will be discount as well as two copies will be given
free.
Kidhar hai app
Kidhar hai mobile application is available on Google play store and can be downloaded
and installed for free.

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Promotion
Promotion is all of the methods of communication that a marketer may use to provide
information to different parties about the product. Promotion comprises elements such as:
advertising, public relations, sales organization and sales promotion.
Advertising covers any communication that is paid for, from cinema commercials, radio
and Internet advertisements through print media and billboards. Public relations is where
the communication is not directly paid for and includes press releases, sponsorship deals,
exhibitions, conferences, seminars or trade fairs and events. Word-of-mouth is any
apparently informal communication about the product by ordinary individuals, satisfied
customers or people specifically engaged to create word of mouth momentum. Sales staff
often plays an important role in word of mouth and public relations
Promotion Offline activity
Promotion for NetPurified was done by creating awareness by getting leads for the social
campaign in schools, NGO’s and residential societies. So parents would be aware of the
product and a request letter to organize the campaign was given to Principals of the
schools for the product along with the pamphlet and visiting cards asking them to revert
on this matter. As a matter of fact, the PTA meeting which consists of parents and
teachers would be really creating awareness for the product. Pleximus would open up a
stall during the PTA meet to create awareness among parents personally. Also, the

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company would like to give the presentation of the product during the PTA meeting and
let parents know as to why be the product useful and how it would benefit the children.
In residential societies, Pleximus would open a camp for a day or two so parents would
get attracted and know about the product and purchase it.
There are social campaigns by the NGO’s which the company would like to join along
with those NGO’s to create awareness.
Retailers, Book depots, stationery shops, distributors, software dealers, hardware dealers
were contacted for the product and to bring in more customers.
Promotion of Kidhar Hai mobile application was done by pamphlets which were being
given in the newspapers and awareness campaign through residential societies of the
mobile application as well as NGO’s
Promotion through social media/online activity
Promotion was done through various social media sites as well as forums where the
company replied to parents about the solution as parents were worried about their
children getting addicted to social media and prone to cyber bullying.
Social media marketing is the process of gaining website traffic or attention through
social media sites.

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Social media marketing programs usually center on efforts to create content that attracts
attention and encourages readers to share it with their social networks. The resulting
electronic word of mouth refers to any statement consumers share via the Internet (e.g.,
web sites, social networks, instant messages, news feeds) about an event, product,
service, brand or company. When the underlying message spreads from user to user and
presumably resonates because it appears to come from a trusted, third-party source, as
opposed to the brand or company itself, this form of marketing results in earned
media rather than paid media.
Social networking websites
Social networking websites allow individuals to interact with one another and build
relationships. When companies join the social channels, consumers can interact with
them and they can communicate with consumers directly. That interaction feels more
personal to users than traditional methods of strictly outbound marketing & advertising.
Social networking sites and blogs allow individual followers to “retweet” or “repost”
comments made by the product being promoted. By repeating the message, all of the
user’s connections are able to see the message, therefore reaching more people. Social
networking sites act as word of mouth. Because the information about the product is
being put out there and is getting repeated, more traffic is brought to the
product/company.

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Through social networking sites, companies can interact with individual followers. This
personal interaction can instill a feeling of loyalty into followers and potential customers.
Also, by choosing whom to follow on these sites, products can reach a very narrow target
audience.
Social networking sites also include a vast amount of information about what products
and services prospective clients might be interested in. Through the use of new Semantic
Analysis technologies, marketers can detect buying signals, such as content shared by
people and questions posted online. Understanding of buying signals can help sales
people target relevant prospects and marketers run micro-targeted campaigns.
Mobile phones
Mobile phone usage has also become beneficial for social media marketing. Today, most
cell phones have social networking capabilities: individuals are notified of any
happenings on social networking sites through their cell phones, in real-time. This
constant connection to social networking sites means products and companies can
constantly remind and update followers about their capabilities, uses, importance, etc.
Because cell phones are connected to social networking sites, advertisements are always
in sight. Also many companies are now putting QR codes along with products for
individuals to access the company website or online services with their smart-phones.
One of the main purposes in employing Social Media in marketing is as a
communications tool that makes the companies accessible to those interested in their

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product and makes them visible to those who have no knowledge of their products. These
companies use social media to create buzz, learn from and target customers. It's the only
form of marketing that can finger consumers at each and every stage of the consumer
decision journey. Marketing through social media has other benefits as well. Of the top
10 factors that correlate with a strong Google organic search, seven are social media
dependent. This means that if brands are less or non-active on social media, they tend to
show up less on Google searches. While platforms such
as Twitter, Facebook and Google+ have a larger amount of monthly users, The visual
media sharing based mobile platforms however, garner a higher interaction rate in
comparison and have registered the fastest growth and have changed the ways in which
consumers engage with brand content. To this end, companies make use of platforms
such as Facebook, Twitter in order to reach audiences much wider than through the use of
traditional print/TV/radio advertisements alone at a fraction of the cost, as most social
networking sites can be used at no cost. This has changed the ways that companies
approach interact with customers, as a substantial percentage of consumer interactions are
now being carried out over online platforms with much higher visibility. Customers can
now post reviews of products and services, rate customer service and ask questions or
voice concerns directly to companies through social media platforms. Thus social media
marketing is also used by businesses in order to build relationships of trust with
consumers. To this aim, companies may also hire personnel to specifically handle these
social media interactions, who usually report under the title of online community
managers. Handling these interactions in a satisfactory manner can result in an increase
of consumer trust. To both this aim and to fix the public's perception of a company, 3

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steps are taken in order to address consumer concerns, identifying the extent of the social
chatter, engaging the influencers to help, and developing a proportional response.
Twitter
Twitter allows companies to promote their products in short messages limited to 140
characters which appear on followers’ home pages. Messages can link to the product’s
website, Facebook profile, photos, videos, etc.

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Kidhar Hai application
Facebook
Facebook pages are far more detailed than Twitter accounts. They allow a product to
provide videos, photos, and longer descriptions, and testimonials as other followers can
comment on the product pages for others to see. Facebook can link back to the product’s
Twitter page as well as send out event reminders.

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Kidhar Hai application

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Google+
Google+, in addition to providing pages and some features of Facebook, is also able to
integrate with the Google search engine. One can share the details of the application from
the Playstore to Google+ to make people aware of the application by recommending the
application.
Place
Place refers to providing the product at a place which is convenient for consumers to
access. Various strategies such as intensive distribution, selective distribution, exclusive
distribution and franchising can be used by the marketer to complement the other aspects
of the marketing mix.
When the product NetPurified was launched the company decided to go to 35 schools, 7
NGO’s and 26 residential societies along with gymkhana, malls to start a social campaign
among all to let them know about the product and how it benefits the society.
7 Retailers, 3 software dealers were approached to promote the product to customers and
convince them of how it would be useful.
26 Residential societies and 7 NGO’s were approached for the application KidharHai.

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2.4Competitors
Competitors for NetPurified
Norton family
Tracks all the websites your kids visit from their PC, Mac or Android mobile device and
lets you block specific sites or types of sites.
Shows you how your kids represent themselves on social networking sites, including the
name, age, and profile picture they use.
Tracks the words, terms, and phrases your kids search for online and lets you filter
inappropriate content.
Let’s you prevent your child from sharing sensitive personal information online,
including phone number, Social Security number, and email address.
Allows you to see how much time your kids spend online and to set limits on how much
time they spend on their computers. You can even limit use to specific hours or days of
the week.
Automatically alerts you via email when kids ignore a warning or attempt to visit a
blocked site.

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Competitors for Kidhar Hai
bSafe
bSafe is a personal safety app designed to keep you and your friends safer 24/7. It’s
packed with features for both everyday safety and real emergencies, making it the
ultimate safety tool for you and everyone you love. bSafe puts safety in YOUR hand - for
FREE! Set up your own personal social safety network today.
Have you ever felt unsafe when walking alone at night or jogging on a running trail?
Have you ever needed an excuse to get out of a bad date or long meeting, or simply been
looking for an easier way to hook up with your closest friends? Have you ever worried
about how you actually would get help in case of an emergency?
bSafe can help in all situations:
• Set up your own social personal safety network of friends, family and coworkers
• Share locations to find each other more easily (optional)
• Ask friends to walk you home with Follow me’s live GPS trace, or help friends stay
safer by walking them home from wherever you are
• Use Timer Mode to program an automatic alarm that will trigger if you have not
checked in in time
• Use I’m Here to tell selected people where you are right now
• Use Fake Call to make the phone ring when you want it to. You can even define who
the call should be from
• And in case you are ever in trouble, the Guardian Alert button will immediately notify

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your friends and family members that you need help, and let them know where you are
(GPS) and what’s happening (video). It will even set off a siren (optional)
bSafe is your ultimate safety app! Install it today, and start building your own personal
safety network. bSafe puts your safety in your hands - and lets you stay connected with
those you love the most and keep them safer too!
VithU: V Gumrah initiative
VithU, is an emergency App that, at the click of the power button of your smartphone 2
times consecutively begins sending out alert messages every 2 minutes to your contacts
that you feed into the app as the designated receivers or guardians.
The message says "I am in danger. I need help. Please follow my location."
The receiver will receive a link to your location every 2 minutes giving them your
updated location. Also, you will get updates on the Crime Scene in India and a “Tips
Feed” option exclusively giving you safety tips in an emergency situation.

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2.5Why NetPurified?
1. It’s easy to use.
2. It has got admin access.
3. There are access timings for children.
4. It functions well.
5. Usually, parents have a built in anti- virus software which is concentrated on protection
of virus.
6. This software blocks the inappropriate content on the web which will be much more
helpful for parents as their kids will be safe from the hazards of the internet.
7. Compatible with Windows machine.
8. Has an “always allow” and “always block” settings.
9. Can activate and deactivate according to parent’s convenience.

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2.6 Why Kidhar Hai?
1. Track the location of your loved ones.
2. Add only those whom you trust.
3. Can get to know the location of the people who has been added in your child’s list.
4. An SOS button when pressed in danger, an SMS will reach your parent’s mobile phone in
just ten seconds.
5. Send miss call instead of losing balance through an SMS.
6. Reveals the location without smartphone.

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CHAPTER-3
LITERATURE REVIEW
Although numerous studies acknowledge that strategies frequently fail not because of
inadequate strategy formulation, but because of insufficient implementation, strategy
implementation has received less research attention than strategy formulation. In this
study, we review the factors that enable or impede effective strategy implementation, and
survey the state-of-the-art in this domain. We highlight how strategy implementation has
been researched so far – and in which contexts – and how this field may be moved
forward. As a result of literature analysis, spanning the last twenty-four years, we find
nine crucial factors for strategy implementation that are frequently discussed in the
literature as well as two approaches of aggregating and relating relevant factors. We find
several important research needs regarding these factors and outline how they could be
addressed.
The classic line part of premises such as that strategic marketing is associated to
processes relative to the planning and the execution of the plans looking for, as a primary
target, satisfying the needs of the individuals and the organizations clients. Strategic
marketing has direct relationship with the management of Strategic Business Units or
SBU’s, that is to say, that is managed at a level of business, ( non-corporate) and it
communicates directly with the functional strategy of marketing, being defined by a set
of basic principles which explain the main decisions and directives of performance of the
company, it manages the cost level and budgets for marketing actions and it’s in charge
to allocate resources on the basis of needs, as well as to integrate the strategy of

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marketing within the set of the marketing plan . Strategic Marketing also should define
subjects related to the coordinationof the marketing resources, as well as to the allocation
of such referring to the importance of the competitive advantage. The term includes a set
of principles which explain the main decisions and directives of performance of the
company, it manages the cost level and budgets for marketing actions and it’s in charge
to allocate resources on the basis of needs, as well as to integrate the strategy of
marketing within the set of the marketing plan.Strategic Marketing also should define
subjects related to the coordination of the marketing resources, as well as to the allocation
of such referring to the importance of the competitive advantage. The term includes a set
of principles which would have to be appropriate and to be oriented to the long term, in
this “appropriate” case isunderstood to make decisions guessed “right and coherent” for
the attainment of given marketing objectives.
This classic approach also makes reference to the “opportunities”, these opportunities are
those potential possibilities at which the company arrives at through an external analysis.
Strategic Marketing should be centered in the integral management ofproducts and
markets with the aim to reach the objectives previously set.
The selection of the objective markets as well as a plan (generally in the long term) to
arrive at the corporative objectives, allocating resources efficiently, without forgetting to
consider detecting business opportunities and satisfying the customer needs. Once again
this approach presents a clear direction towards the planning systems. Strategic marketing
separates and differentiates mainly from operative marketing in the related management
with “time”, since the strategic one is oriented to the attainment of long term
objectives,the possible evolution of the markets and oriented to detected opportunities.

39
The term is also clearly associated to the “objectives”, related to the processes of strategic
marketing.
The strategic analysis of marketing makes reference to the future situation of products
and markets, that is to say that tries to guide the company by the correct path and where
the company should be in the future. It is necessary to make reference to the work carried
out where they have contributed from a significant way to clarify the orientations of
marketing managers. It is also important to define clearly what should be interpreted for
product and for markets and this is important because marketing strategies are open to
interpretations. Traditional definitions can be broken by new variables that contribute to
redefine markets and products. These variables can be technology, Internet, changing
consumer’s attitudes, social changes, etc.
A marketing strategy is made of several interrelated elements. The first and most
important is market selection which is directly related to choosing the markets to be
served. Product planning includes the specific products the company sells, the makeup of
the product line, and the design of individual offerings in the line. Another element is the
distribution system: the wholesale and retail channels through which the product moves
to the people who ultimately buy it and use it. The overall communications strategy
employs advertising to tell potential customers about the product trough radio, television,
direct mail, and public print and personal selling to deploy a sales force to call on
potential customers, urge them to buy, and take orders. Finally, pricing, is an important
element of any marketing program and is one of the most directed marketing elements in
the creation of value for shareholders.

40
The company must set the product prices that different classes of customers will pay and
determine the margins or commissions to compensate agents, wholesalers, and retailers
for moving to product to ultimate users.
Marketing strategy contributes to competitive advantage by combining the customer-
influencing strategies of the business into an integrated array of market-focused
actions.After studying the concept, definitions and boundaries of strategic marketing and
marketing strategy it is crucial to see that even most of authors agree about the term, it is
not a static term and it changes after the time
We could say that the foundations of the strategic marketing orientations and thoughts are
based on the same ideas and pathways but they need to be reoriented under a totally
different world where business transactions are bigger, the competitiveness has a
different nature, and the scale of the marketing strategies can be bigger and wider.

41
CHAPTER-4
RESEARCH METHODOLOGY
Sampling is the use of a subset of the population to represent the whole population.
Probability sampling, or random sampling, is a sampling technique in which
the probability of getting any particular sample may be calculated.
Primary data
Data collected by the investigator himself/ herself for a specific purpose.
Secondary data
Data collected by someone else for some other purpose (but being utilized by the
investigator for another purpose).
Data Collection and Data Analysis Method
A questionnaire was made for the purpose of study to collect primary data from
respondents’ in order to fulfill the study. The study was done in Mumbai.
The sample size was 50 respondents where 25 respondents were male and 25 were female
respondents. Convenient random sampling method was used for this study.
Percentage and bar graph method was used for the study.

42
Convenient sampling
A statistical method of drawing representative data by selecting people because of the
ease of their volunteering or selecting units because of their availability or easy access.
The advantages of this type of sampling are the availability and the quickness with which
data can be gathered. The disadvantages are the risk that the sample might
not represent the population as a whole, and it might be biased by volunteers.. It is
also called accidental sampling.
There are many ways of classifying data. A common classification is based upon who
collected the data.

43
CHAPTER-5
DATA ANALYSIS
Gender wise respondents
Sample Size: 50
Total Male Female
50 25 25
Interpretation
Out of 50 respondents, 50% respondents were males and 50% were females.
0
5
10
15
20
25
30
Gender
Male
Female

44
Questionnaire on the basis for NetPurified software
Which income group do you come under?
Table listed with percentages:
Male Female
200000-300000 8% 12%
300001-400000 24% 22%
Above 400000 18% 16%
Interpretation
Out of 50 respondents, 8% of the male respondents and 12% of the female respondents
had income level between 200000 and 300000.The rest was between 300001 and 400000.
0
2
4
6
8
10
12
14
200000-300000 300001-400000 Above 400000
Male
Female

45
Do you have an internet connection at your place?
Table listed with percentage:
Male Female
Yes 50% 40%
No 2% 8%
Interpretation
replied that they have internet connection and the rest said that they didn’t have.
0
5
10
15
20
25
30
Yes No
Male
Female

46
How is your relationship with your child?
Male Female
Emotional bond 14% 32%
Coercive discipline 36% 18%
Interpretation
Out of 50 respondents, 14 % of the male respondents and 32% of the female respondents
said that they have an emotional bond with their children while the rest want their
children to follow strict discipline.
0
2
4
6
8
10
12
14
16
18
20
Emotional bond Coercive discipline
Male
Female

47
How many hours does your child sit in front of the internet?
Male Female
Less than an hour 4% 2%
1 hour 16% 18%
2 hours 12% 18%
3 hours 6% 4%
Above 3 hours 12% 8%
Interpretation
said that their child sits for less than an hour and 12% while the rest said that their child
sits between 1 hour and 3 hours.
0
1
2
3
4
5
6
7
8
9
10
Less than an
hour
1 hour 2 hours 3 hours Above 3 hours
Male
Female

48
Does your child have access to social media?
Male Female
Yes 26% 38%
No 24% 12%
Interpretation
said that their child has access to social media and the rest disagreed to that.
0
2
4
6
8
10
12
14
16
18
20
Yes No
Male
Female

49
Do you think that your child is safe from social media exposure?
Male Female
Yes 6% 2%
No 44% 48%
Interpretation
agreed that their child is safe from social media exposure and the rest think otherwise.
0
5
10
15
20
25
30
Yes No
Male
Female

50
Do you check the history function to view the websites the children have visited?
Male Female
Yes 32% 20%
No 18% 30%
Interpretation
said that they do check the history function and the rest said they do not check which
websites the children access to.
0
2
4
6
8
10
12
14
16
18
Yes No
Male
Female

51
Have you taken any measures to restrict the inappropriate sites?
Male Female
Yes 8% 4%
No 42% 46%
Interpretation
said that they take measures to restrict those websites while the rest don’t.
0
5
10
15
20
25
Yes No
Male
Female

52
Questionnaire on the basis of Kidhar Hai application
What is your age?
Male Female
Below 20 10% 6%
21-30 20% 22%
31-40 10% 14%
41-50 8% 6%
Above 50 2% 2%
0
2
4
6
8
10
12
Below 20 21-30 31-40 41-50 Above 50
Male
Female

53
Interpretation
Out of the 50 respondents, 20% of the male respondents and 22% of the female
respondents were from the age group 21-30 and 2%of the male respondents and 2% of
the female respondents were from the age group of above 50.

54
Do you use a smart phone?
Male Female
Yes 44% 40%
No 6% 10%
Interpretation
had smart phones and the rest don’t.
0
5
10
15
20
25
Yes No
Male
Female

55
How do you travel daily?
Male Female
Bus 10% 8%
Train 32% 40%
Car 6% 2%
Other 2% 0%
Interpretation
travel by train, 10% of the male respondents and 8%of the female respondents travel by
bus and the rest by other modes of travelling.
0
5
10
15
20
25
Bus Train Car Other
Male
Female

56
Do you often get late from work/college?
Male Female
Yes 38% 32%
No 12% 18%
Interpretation
do get late from work or college.
0
2
4
6
8
10
12
14
16
18
20
Yes No
Male
Female

57
Do you fear travelling alone?
Male Female
Yes 2% 34%
No 48% 16%
Interpretation
Out of 50 respondents, 48% of the male respondents don’t fear travelling alone as
compared to female respondents.
0
5
10
15
20
25
30
Yes No
Male
Female

58
Do you consider yourself safe while travelling?
Male Female
Yes 20% 0%
No 30% 50%
Interpretation
Out of 50 respondents, 50% of the female respondents and 30% of the male respondents
don’t feel safe while travelling while as 20% of the male respondents think otherwise.
0
5
10
15
20
25
30
Yes No
Male
Female

59
Do your parents worry about your safety?
Male Female
Yes 44% 48%
No 6% 2%
Interpretation
Out of 50 respondents, 44% of the male respondents and 48% of the female respondents’
parents do worry about their safety.
0
5
10
15
20
25
30
Yes No
Male
Female

60
CHAPTER-6
OSERVATIONS AND FINDINGS
1. 90% of the respondents have internet connection at their homes because children
need for their certain project work most of their parents as well.
2. 36% of the male respondents are strict to their children and want them to be in
discipline as per the survey.
3. Most children access the internet for an hour or two as per the survey. The
children play online games on the internet most of the time.
4. 64% respondents said that their children have access to social media such as
Facebook.
5. 92% of the respondents think that their child is safe from cyber bullying and other
exposures to social media.
6. 52% of the respondents said that they view the history function to check if there
were any inappropriate pop ups which the children should not watch.

61
7. 88% of the respondents have not taken any measures to restrict social media sites
where as those who have done are either not on social media or they keep a
constant watch on their children using websites when inappropriate pop ups
appear.
8. 84% of the respondents use a smart phone.
9. 72% of the respondents travel by train and others by bus depending on their
convenience to reach their destination.
10. 70% of the respondents reach home late from work or college due to work load
or other important event or meeting which one has to attend.
11. 34% of the female respondents fear travelling alone and most male respondents
even agree that they are not safe due to the increasing crime rates.
12. 92% of the respondents’ parents worry about their safety and tried to contact their
children when they were late.

62
CHAPTER-7
LIMITATIONS
The experience that I had got from the company was worth though there are certain
limitations to it.
1. The study period was limited, so the scope of more in-depth evaluation was not possible.
2. As when it came in organizing the promotional campaign, the respondents often gave
mixed responses.
3. Time was limited for the customers to fill up questionnaire.
4. Financial support to conduct the study was limited.

63
CHAPTER-8
SUGGESTIONS AND CONCLUSION
Suggestions
1. The company can add a new feature to the software to get parent’s see which sites
their kids are visiting, their web searches and more.
2. The company should create a feedback form in the software to get customer’s
opinion about the software.
3. The company developed a new feature that was suggested for the purpose of
study for the Kidhar hai application. This feature is the “Miss call” feature where
the user could give amiss call and know the location of their beloved ones. This
feature was introducedand implemented for people in order to help them know
their family members of friends’ location without being charged on their cell
phones
4. The company can concentrate on not charging for the ‘sms’ to track the location.

64
5. An interactive session was held by the company to 400 parents.
Conclusion
The company has implemented the marketing strategies and marketing mix for the new
products and its practicality has been understood.The parental control software is a need
in this current scenario where children are exposed to the hazards of the internet.
The survey conducted showed the respondent’s attitude towards their safety. The
application was useful. It does benefit the society. The company was working hard and
innovating software and application.

65
CHAPTER-9
ANNEXURES
Questionnaire on the basis of NetPurified software
1. Gender
A) Yes
B) No
2. Which income group do you come under?
A) 200000-300000
B) 300001-400000
C) Above 400000
3. Do you have an internet connection at your place
A) Yes
B) No
4. How is your relationship with your child?
A) Emotional bond
B) Coercive discipline

66
5. How many hours does your child sit in front of the internet?
A) Less than an hour
B) 1 hour
C) 2 hours
D) 3 hours
E) Above 3 hours
6. Does your child have access to social media?
A) Yes
B) No
7. Do you think that your child is safe from social media exposure?
A) Yes
B) No
8. Do you check the history function to view the websites the children have visited?
A) Yes
B) No
9. Have you taken any measures to restrict the appropriate sites?
A) Yes
B) No

67
Questionnaire on the basis of Kidharhai application
1. Gender
A) Male
B) Female
2. What is your age?
A) Below 20
B) 21-30
C) 31-40
D) 41-50
E) Above 50
3. Do you use a smartphone?
A) Yes
B) No
4. How do you travel daily?
A) Bus
B) Train
C) Car
D) Other

68
5. Do you often get late from work /college?
A) Yes
B) No
6. Do you fear travelling alone?
A) Yes
B) No
7. Do you consider yourself safe while travelling?
A) Yes
B) No
8. Do your parents worry about your safety?
A) Yes
B) No

69
CHAPTER-10
BIBLIOGRAPHY
www.kidharhai.com
www.netpurified.com
www.slideshare.com
www.facebook.com
www.twitter.com
www.wikipedia.com
www.pleximus.com
References
Marketing Management: A South Asian Perspective, Philip Kotler,Pearson India, 14th
Edition,2012.
Research Methodology Methods and Techniques, C R Kothari,New Age International
Publisher’s–New Delhi,2014.

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