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Scope of digital marketing for SMEs
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Scope of digital marketing for SMEs

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This report consist of complete description of how digital marketing affect small and medium enterprises in current scenario and it's advantages for advertising with all possible research methodology

This report consist of complete description of how digital marketing affect small and medium enterprises in current scenario and it's advantages for advertising with all possible research methodology

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  • 1. 1 SUMMER TRAINING PROJECTREPORT On (Scope of digital marketing for SMEs) Towards partialfulfillment of Master of Business Administration (MBA) Schoolof Management, Babu BanarasiDas University, Lucknow Submittedby (Ahmad Husainkhan) IIIrd Semester Roll No-1120672004 Session2013-2014 School of Management Babu Banarasi Das University Sector I, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.) India
  • 2. 2
  • 3. 3 Scope of Digital marketing for Small and Medium Enterprises
  • 4. 4 DECLARATION I, Ahmad Husain Khan Student of MBA (Marketing) studying at Babu Banarasi Das University, declare that the project work entitled “SCOPE OF DIGITAL MARKETING FOR SMALL AND MEDIUM ENTERPRISES” at GETIT INFOSERVICES PVT LTD; Lucknow was carried by me in the partial fulfillment of MBA. This project was undertaken as a part of academic curriculum according to the GBTU rules and norms and it has not commercial interest and motive, it is my original work. It is not submitted to any other organization for any other purpose. Date: - August24, 2013 Place:-Lucknow AHMAD HUSAIN KHAN MBA (3rd SEM)
  • 5. 5 ACKNOWLEDGEMENT It gives me immense pleasure to present this project report on “SCOPE OF DIGITAL MARKETING FOR SMALL AND MEDIUM ENTERPRISES” at GETIT INFOSERVICES PVT LTD, LUCKNOW .In partial fulfillment of the degree of Post Graduation (Master of business administration). No work can be carried out without the help and guidance of various persons. I am happy to take this opportunity to express my gratitude to those who have been helpful to me in completing this project report. At the outset I would like to thank Mr. Braj Raj Singh (Branch Manager) for his valuable supervision and also thankful to Mr. Ambuj Pandey (specialAccount manager) for his guidance and also Mr. Vishal Shukla, Mr. Abhishek Jaiswal , Mr. Sobit and Mr. Shashank Kumar (Sales Executives ) for their valuable suggestions during the training period. I would be failing in my duty if I do not express my deep sense of gratitude to my college mentor Mr. Gaurav Pande without his guidance it wouldn’t have been possible for me to complete this project work. Lastly I would like to thank my parents, friends and well-wishers who encouraged me to do this research work and all those who contributed directly or indirectly in completing this project to whom I am obligated to. Thank you, Ahmad Husain Khan (MBA 3rd SEM)
  • 6. 6 Index Chapter Description Page no. 1. Introduction 8 2. Industry profile 16 3. Company profile 21 4. Researchmethodology 54 5. Data Analysis & Interpretation 60 6.. Findings 87 7. Suggestions 91 8. Conclusion 96 8. Bibliography 97 9. Annexure 1 98 10. Annexure 2 104 11. Annexure 3 106
  • 7. 7 Executive summary Making new customer and establishing relationship with existing customer is the ultimate goal of most businesses. Ideally, you want to attract new customers to your products and encourage repeat purchases. The primary objective is to find the “Scope of digital marketing for Small and Medium enterprises” and the secondary objective is to have clear understanding of the digital advertising of Getit infomedia and make the prospective customer aware about the services provided by Getit infomedia i.e. Advertisements of SMEs on : 1. www.google.com 2. www.facebook.com 3. www.yahoo.com 4. www.getit.com Or creating web sites for their organization which will contain the complete detail on that particular organization. This study is made to make prospective customers (SMEs owners) aware about the services and products of Getit infomedia and how it will be helpful in the growth of their SMEs and encourage them to go for digital marketing. Analysis and interpretation has been done on basis of primary data which is collected through questionnaire, interview, and survey of people related with different areas. The study reveals that the Getit infomedia has built its Advertising among a relatively good number of people in an around Lucknow, People prefer Getit infomedia due to its competitive package structures, fast reaching platform, prompt direct &online response, apart from tips and guidance from the company.
  • 8. 8 INTRODUCTION This project contains the face of current scenario of digital marketing and its tremendous effect over SMALL AND MEDIUM ENTERPRISES, as service is our main subject of working in project. Importance of print & online service is described as follows:- 1) Global, 24*7 online visibilities. 2) It presents you in front of buyer without leaving the office. 3) Business enquiries from your target market. 4) Present clients products/ services where you can never be reaching. 5) So the aim of this report is to understand concept of online service, website promotion, and its effect over SMALL AND MEDIUM ENTERPRISES. Market study is an essential process to develop the company collection of data, analyzing, reporting of the data to specific situation to any marketing activities that the Company is facing with the increase in the competition & the development of various marketing activities. Marketing includes all the activities like promotion, distribution, advertising etc. To fulfill the all Segment of consumers. Marketing is also to convert social needs into profitable opportunities. So this topic provides all the essentials to theoretical knowledge with practical knowledge and to inculcate the efficiency. It is also requirement for the company to improve their service and product quality for achieving their ultimate goal. Modern marketing calls for more than developing a good product, pricing it attractively& making it accessible to target customers. Organization also need to communicate their present& potential customers to communicate their present organization, develops an effective strategy with the aim of creating awareness,
  • 9. 9 developing knowledge, liking preference convictions among the organization target audience with a view to convert them into prospective buyer. Before going on profile of industries first let’s understand that what is SMALL AND MEDIUM ENTERPRISES mean and what is DIGITAL MARKETING in brief and its scenario in India.
  • 10. 10 Definitions of Micro, Small & Medium Enterprises In accordance with the provision of Micro, Small & Medium Enterprises Development (MSMED) Act, 2006 the Micro, Small and Medium Enterprises (MSME) are classified in two classes: (a) Manufacturing Enterprises- The enterprises engaged in the manufacture or production of goods pertaining to any industry specified in the first schedule to the industries (Development and regulation) Act, 1951) or employing plant and machinery in the process of value addition to the final product having a distinct name or character or use. The Manufacturing Enterprises are defined in terms of investment in Plant & Machinery. (b) Service Enterprises: The enterprises engaged in providing or rendering of services and are defined in terms of investment in equipment. The limit for investment in plant and machinery / equipment for manufacturing / service enterprises, is given in the table:-
  • 11. 11 Manufacturing Sector Enterprises Investment in plant & machinery Micro Enterprises Does not exceed twenty five lakh rupees Small Enterprises More than twenty five lakh rupees but does not exceed five crore rupees Medium Enterprises More than five crore rupees but does not exceed ten crore rupees Service Sector Enterprises Investment in equipments Micro Enterprises Does not exceed ten lakh rupees: Small Enterprises More than ten lakh rupees but does not exceed two crore rupees Medium Enterprises More than two crore rupees but does not exceed five core rupees MICRO, SMALL AND MEDIUM
  • 12. 12 ENTERPRISES (MSME) SECTOR: PROFILE Quick Estimates of 4th Census (2006-07) 1. Number of MSMEs 26.1 million 2. Number of Manufacturing Enterprises 7.3 million 3. Number of Service Enterprises 18.8 million 4. Number of Women Enterprises 2.1 million (8%) 5. Number of Rural Enterprises 14.2 million (54.4%) 6. Employment 59.7 million 7. Per unit employment 6.24 8. Per unit fixed investment Rs.33.78 lakh 9. Per unit original value of Plant & Machinery Rs.9.66 lakh 10. Per unit gross output Rs.46.13 lakh 11. Employment per one lakh fixed investment 0.19 What is digital marketing? Digital marketing is the advancement of your organization or brand using one or more of the various digital channels, such as email, cellular phones, social networks and the like. This could be a classy birthday greeting sent to the customer's smartphone, a personally relevant coupon sent by SMS to the customer or a weekly newsletter than includes updates and specials. Customers and affiliates are interested in receiving these good news messages from SMEs, and DIGITAL MARKETING help SMEs owners to deliver the messages to their customers and advance their business simply and effectively - no prior knowledge required.
  • 13. 13 The Advantages of Digital Marketing The advantages of digital marketing are astronomical. First of all, this is a type of direct marketing, with all of the advantages that come with it: personal attention to the customer, motivation to action and more. Second, it's possible to create uniform messages which are personally formatted for each recipient with great ease, for example, by addressing the recipient by his first name or referring to activities performed by the customer in the past. In addition, the use of digital marketing allows you to measure quantitative results, giving you information about exactly who was exposed to your message and when, and which actions the viewer performed as a result. In addition, anyone can launch successful campaigns with digital marketing without any prior knowledge and without hiring special professionals. With so many significant advantages, digital marketing is a valuable addition to your business and helps you achieve more for less. Digital vs. Traditional Marketing Until just a few years ago, the methods of advancing a brand were pretty limited. However, since the communication and internet revolution, the ways you can reach your customer have multiplied. Cellular coupons, a well-developed email campaign or a customer survey on Facebook reach your customers in various situations and give a new light to your business, thus complementing one another to strengthen your business.
  • 14. 14 Why is digital marketing important? 1. Blank canvas to promote brand 2. Dynamic and available at all times 3. Results are measurable 4. Customers are usually hunters not browsers – they are looking to buy, which results in very targeted and qualified traffic 5. Results in highest ROI 6. 5 of top 10 trafficked sites online are social media destinations 7. Ability to create brand ambassadors 8. Content travels virally 9. Everyone has a mobile phone a. Geo-targeting (Geo-targeting is the practice of aiming advertisements for products and services at specific markets based on the physical locations of the potential buyers.) b. Ability to develop applications c. Ability to target, customizable and personal
  • 15. 15 d. Supported by data – who received it, who opened it, who clicked and who forwarded it 10. One of the most prevalent forms of advertising online – familiar to marketers and consumers 11. Standardized creative – can be used across the web 12. Targeting flexibility 13. You only pay for results you get.
  • 16. 16 INDUSTRY PROFILE
  • 17. 17 Media penetration in India has seen enormous progress in the recent years with advancements in technology and coverage, catering to a wide range of media audience in terms of language, region, religion and content. A robust economic growth, growing literate population and consumer spending power have contributed to an expanding consumer base of various forms of mass media - newspapers, radio and television. The new media such as the internet and mobile phones have also made significant inroads since the early 2000’s. The Indian media and entertainment industry The Indian media and entertainment industry includes print media, television, radio, cinema and the internet. According to the FICCI-KPMG Media and Entertainment Industry Report, 2009, revenues of the Indian media and entertainment industry in 2008 were Rs. 58,40,000 lakhs , compared to Rs. 52,00,000 lakhs in 2007 recording a growth of 12.4%. Over the next five years, the industry is projected to grow at a Compounded Annual Growth Rate (“CAGR”) of 12.5% to reach the size of Rs.1,05,20,000 lakhs by 2013. The growth in the entertainment industry has been aided by India’s rapid economic growth. India’s gross domestic product grew by 7.50%,9.40%, 9.60% and 8.7% in Fiscal 2005, Fiscal 2006, Fiscal 2007 and Fiscal 2008 respectively(Source: Economic Survey of India 2008-09, Ministry of Finance, . Due to the growth in the Indian economy, the growing Indian middle class is able to allocate a higher percentage of its monthly expenditure on media and entertainment .In the last four years 2005-2008, the industry recorded a cumulative growth of 15% on an overall basis.
  • 18. 18 The Indian printmedia industry Indian print media a readership base of over 2,500 lakhs, India is the second largest print market in the world. Revenues from the Indian print media industry have grown at a CAGR of 13.8%over last three years (2006-08). The newspaper segment has witnessed growth at a CAGR of 13.7% for the period 2006-08 and the magazine segment has witnessed growth at a CAGR of 15.4% for the same period. Further, growth in the newspapers and magazines segment for the period 2009-13 is estimated to be at a CAGR of 9.1% and 8.1%, respectively. (Source: FICCIKPMG Report 2009) Revenues in the print media industry are primarily generated from subscription and advertising. Subscription revenues have grown at a CAGR of 10.5% for the period 2006- 08 and advertisement revenues have grown at a CAGR of 16% over the same period. Growth in advertisement and subscription revenues for the period 2009-13 is estimated to be at a CAGR of 11% and 7.3% respectively (Source: FICCI-KPMG Report 2009). Advertising revenue is in general related to economic growth in the country, and subscription revenues is expected to grow Owing to structural growth drivers like rising penetration, higher literacy levels and improving affordability of the media. The newspaper segment has historically dominated the print segment in india. However ,the sector has witnessed significant development in 2008,especially in the first half with the increase in the number of special interest publications (including B2B and B2C magazines),launch of newspaper supplement as well as aggressive portfolio and geographic expansion by different companies both in the national and regional space. These developments have benefitted consumers due to increased availability of choices and better product quality as well as the advertisers , providing them with the media to reach a broader target audience.
  • 19. 19 Online media At about 150 million Internet users, India now has 3rd largest Internet population in the world after China (at 575m) and the US (at 275m). At 150 million total Internet users, the Internet penetration in India remains at 12 per cent vs. 43 per cent in China and 80 per cent in the US. However, the low penetration means that India presents unmatchable growth opportunity for the Internet sector in coming years. In our view, India will likely see golden period of the Internet sector between 2013 to 2018 with incredible growth opportunity and secular growth adoption for E-Commerce, Internet advertising, social media, search, online content, and services relating to E-Commerce and Internet advertising. Here is the India Internet outlook for 2013, the first year for this golden period. We expect India to add 30 million new Internet users in 2013 and total Internet population to touch 180mm. This implies a 20% growth in the Internet population. As per our estimates, in 2012 India E-Commerce reached $550 million in gross revenue (exc. Online travel and online classifieds) and we expect E-Commerce to touch $900 million in gross revenue by end of 2013. While, top 8 cities in India may remain at 45 per cent to 65 per cent of total E- Commerce for various E-Commerce companies, we believe that higher growth delta for E-Commerce in 2013 will come from emerging cities. We define emerging cities as the cities other than Top-40 cities in India e.g. Bhatinda in Punjab or Kota in Rajasthan. As per our estimates, India Internet advertising generated $300 million in revenue in 2012 and can double in 2013 to reach $600 million. We believe that lots of Internet advertising growth will come due to the rise in social media, mobile Internet, and non- search and content driven online ad formats such as lead generation, affiliate
  • 20. 20 marketing, and email marketing etc. models will likely either merge with each other or take a niche vertical position. The online advertising market in FY 2012-2013 has grown to reach INR 2260 crores, which represents a y-o-y growth of29%. Mobile media According to the latest report of IAMAI and IMRB, of the total 150 million internet users in India, there are around 87.1 million mobile internet users till Dec. 2012 and this number is expected to reach 130.6 million by March 2014 and 164.8 million by march 2015. According to Gartner, India’s mobile services market will reach Rs 1.2 lakh crore in 2013, up 8% from 2012 revenue of Rs 1.1 lakh crore. India is still in a nascent stage of mobile advertising with less than one percent market share. Media consumption is higher on other platforms.
  • 21. 21 Company profile
  • 22. 22 CMD: Mr. Sanjeev Gupta (chairman) CEO: Mr. Jaspreet Bindra Industry: Print and Digital media Founded in: 1986 Headquarter: Delhi Area served: Internet and Print Revenue: 110 crore Website—www.getitgroup.in
  • 23. 23 GETIT INFOMEDIA is India’s leading Directional Media Company, connecting buyer and sellers through information products and services – including yellow pages, niche business directories, classified media, tele-information services, online and mobile media. GETIT offers comprehensive, reliable and relevant information solutions across all media, becoming the preferred destination for buyers and sellers, aided by easy-to-use interfaces across print, voice, online & mobile platforms. GETIT investors include Malaysia based ASTRO group – a cross media group with presence in DTH TV services, commercial radio and TV programming and Hellion Venture Partners - a leading VC fund. GETIT has continually improved its product offerings and is widely accepted as the industry leader in the directional media, yellow pages and search segment. Over the last two decades, GETIT has built a strong national infrastructure and professional team that delivers high quality of service offering value for money. The company has a strong network of over 30 offices around the country with a team of over 1200 salespeople. Infomedia, is the pioneer of Yellow Pages in India. It currently is the largest directory publisher and publishes “Infomedia Yellow Pages” in over 37 cities. Over the years GETIT has introduced many award winning features in its products to simplify the search experience. In this regard, our new online interface allows efficient filtering of information to arrive at the most relevant results, almost instantly.
  • 24. 24 ORIGIN OF THE COMPANY GETIT Infoservices (P) Ltd, (formerly GETIT Infomedia) introduced the concept of Yellow Pages in India under the brand name Infomedia Yellow Pages. GETIT is originally part of the Delhi based TEJ Bandhu group, established in 1923 - one of the oldest and leading media houses of India. The group, through its Urdu newspaper ‘Daily Tej’ and its founder – Lela Deshbandhu Gupta, had played a prominent role in India’s freedom movement. Originally, GETIT used to publish Official White Pages telephone directories in association with the Department of Telecommunications. It went on to become the largest publisher of telephone directories in India, publishing over 3.5 million directory copies annually. Since its inception, GETIT has helped local businesses grow by connecting them to more and more customers in a cost effective manner. Almost always, the returns on their investments with GETIT have been exceptional. This is echoed in the high rate of customer retention. GETIT has grown along with its customers, by helping them forge profitable relationships and expanding their reach and influence. In 1996 the company ventured into classified advertising through introduction of ‘FreeAds’ – India’s first free-classified advertising paper. FreeAds has grown over the years and now has operations in four cities. It has now spread onto online and voice. In 2002, for the first time in India, GETIT introduced B2B and B2C – segmented yellow pages for Industrial users and residential/office consumers respectively.
  • 25. 25 Through 2002 - 2004, GETIT introduced Getit NOW, its 24 hr. tele information service, as a bundled offering to its print yellow pages across 14 cities. In 2005, GETIT introduced tradeget.com, its online B2B marketplace for exporters and manufacturers. In 2007, GETIT launched its WAP search for mobiles on wap.getit.in In 2008, with a view to expand its operations, GETIT secured venture funding from Hellion Ventures. In 2009, in another first, GETIT has completely remodeled the yellow pages as Buying Guides - all colour, glossy directories which are paginated by vertical categories – providing a significantly enhanced user experience. GETIT Infoservices acquires the infomedia one of the biggest local search businesses that includes Infomedia Yellow Pages and AskMe in December 2012. In 2013, February Getit infoservices started its online store portal for local market (especially SME’S) named “GETIT BAZZAR” which allows local consumer for online shopping. Present status and growth of company VALUES Fair: We intend to conduct all our business, transactions and relationships in a manner that is fair to all parties and stakeholders. Care: We Endeavour to have the element of “care‟ in all our relationships. These include relationships with all stakeholders – customers, GETIT family members, investors. As a philosophy, care must form a part of all our dealings, even with the external environment and animate or inanimate objects.
  • 26. 26 Share: We believe that true value is created when like-minded people - with common objectives, values and vision albeit with complementary skills come together for a common mission. We are happy to share the fruits of success with all key stakeholders. MISSION/VISION Relevant: The functionality and user experience of GETIT products and services is customized for each medium (print, Voice, Online, Mobile) and category (Furniture, Computers, Entertainment etc.) We strive to bring out the best user experience for each medium. Similarly, the information and data fields presented are always relevant to the category being searched. Effective: We constantly improve the effectiveness of our services by striving to maximize the number of satisfied transactions facilitated by our platforms. Effectiveness is not measured in terms of the number of calls or clicks that we may generate for our clients but by the percentage of conversions that we eventually catalyze. Similarly, for our users, we strive to present the most appropriate vendors that match their queries. Emphasis is on the quality of the match, not just the quantity. Effortlessly: Our endeavor is to remove or at least to minimize the effort and pain associated with the search process – both for buyers and sellers. The better the fitment of the matches we provide, the less is the pain on both sides.
  • 27. 27 Profitably: For buyers, most of our platforms are free to view. They offer relevant and credible matches, instantly. Where time is money, time saved is money earned. For sellers, most of them make an investment with us with a view to generate more enquiries and business; our platforms offer a very high return on their investments thereby maximizing their profits. CHARACTERISTICS: 1. Simple: Simplicity is sometimes complicated! We invest a lot of effort to provide a simple user experience across our platforms. We constantly endeavor to simplify processes across our organization. 2. Innovative: We constantly innovate to bring simpler, better and more effective solutions to the market. We try and adopt the most efficient and recent technologies to bring out superior product experiences. 3. Effective: We strive hard to ensure that the functionality & features of our products as well as the processes within the organization are effective. There is an effort to constantly improve this effectiveness. 4. Dependable: As an organization, as a brand and as individuals, we strive to make sure that we can be trusted and depended upon in all our interactions. 5. High Returns: We are passionate about making our services deliver the highest return on the investments made by our customers in our services. We also strive to ensure that our stakeholders make substantial returns on their investments in us.
  • 28. 28 CULTURE Transparent: At GETIT we have an atmosphere of openness and transparency. Each member has visibility of the broad direction that the organization is taking and the key objectives being pursued. Feedback and participation is encouraged and appreciated. Execution Oriented: We have an execution oriented mindset and each member is encouraged to meet deadlines and budgets. Process Driven: We believe in formulating processes and guidelines for each task. Through the ranks of the organization, emphasis is on adherence to defined procedures and processes. We believe that end results will follow logically when the right processes are followed. There is also feedback loop so that processes can be improved and updated as per changing requirements. Principled: We are committed to the basic principles of fairness, inclusion and ethical business practices. We constantly endeavor to blend our background of originally being a family owned organization and now being a truly professionally managed company in a manner that brings out the best of both worlds. Fun: The journey towards the goals needs to be enjoyable. We believe in fun in the work place. The day to day stress of achieving targets and competing in the market are engrained in our psyche such that we can enjoy these challenges. While we work hard, it is also important to party hard!
  • 29. 29 AWARDS AND ACHIVEMENTS Over the years GETIT has won many prestigious awards, both for its business practices and for its innovative products/services. Jamunalal Bajaj Award for fair business practices Bajaj Uchit Vyapar Puraskar for manufacturers, traders and associations for promoting fair business practices is given by Council for Fair Business Practices (CFBP). GETIT won the prestigious award in 1997 International Awards from the Yellow Pages Association, USA: Industry Gold: Customer Loyalty Industry Silver: For Advertising Promotion Industry Bronze: Focus on Usage GETIT won Industry Excellence awards by the Yellow Pages Association, in 2002 and 2003. It won the gold for its service ‘Trust Me’ in the category of Customer loyalty. The bronze was
  • 30. 30 Awarded for the feature ‘Findex’ in the yellow pages. In 2003 GETIT won silver for a direct marketing programmed with school students Attributes of GETIT, the Directional Media Specialist • High availability: is predictably available, easily • Performance: accessible 24x7 • Across platforms: available on print, voice, online, mobile – as preferred by the user for that particular search • Horizontal: serves information needs across categories • Depth: provides relevant information, beyond contact details • Accuracy: provides correct & updated information • Comparisons: aids apples to apples comparisons • Quick & simple: non cumbersome, easy to use • Habit forming: The brand experience encourages repeat visits & word-of-mouth promotion • Credibility: over two decades of trust
  • 31. 31 Getit as Creative & Directional Media Creative Media Herein Businesses/Brands (Sellers) create a desire for their products/services in the minds of consumers (Buyers) some common Creative media used:  Television  Radio  Newspapers DirectionalMedia Consumers (Buyers) always refer to Directional Media to locate Businesses / Brands (Sellers) when they are ready to buy/consume the products/services offered Some common Directional media used:  Own Memory, Friends / Colleagues  Yellow Pages/ Directories – print, info-lines, online  Search Engines  Concierge Creative vs Directional  Sellers seek Buyers vs. Buyers seek Sellers  “Cut through clutter” vs. “Reassure to transact”  Response can be measured  Directional media completes ad cycle / complements creative media
  • 32. 32 Creative and Directional To be most effective, Creative media must always be used in conjunction with Directional media. Directional media ensures that all the branding goodwill generated through Creative advertising is converted into sales. It has been proven through research that the effectiveness of Creative advertising is significantly enhanced when used in conjunction with Directional ad spends. PRODUCTS GETIT has developed a brand new categorization system and has completely revamped the usability experience of its products. The new categorization provides a superb environment for advertising for businesses and makes it much easier to search for information for the user. Getit has products in local & national search and classifieds. ONLINE PRODUCT GETIT.IN GETIT’s online local search is available on www.getit.in. Armed with an extensive database of products & services providers, across all industry segments, www.getit.in is on its way to shaping India’s local search. It allows efficient filtering of information to arrive at the most relevant results, almost instantly. Getit.in enables micro, small and big enterprises to have a meaningful presence on the local search engine while appropriately showcasing their products & services to an action oriented audience. Key service offerings of Getit.in include:
  • 33. 33 • Searchable company listings • Online promotions by way of SEO / SEM • Pay per action models (CPC, CPA, CPL) • Branding solutions • Website designing & hosting • Business leads management GOOGLE ADWORD Google Adwords is-Advertising program created by Google for Internet advertising.PPC Program, wherein you can place advertisement for your website based on a particular keyword. Bidding based, highest bid ad reflects on the top search result. It’s an Ad management system by which we can manage ads on 1. Google’s home page, 2. Google’s search partners (e.g. Ask and AOL) 3. Google’s properties (e.g. Gmail, Google+, YouTube etc.) 4. Google content partners
  • 34. 34 GETIT BAZAAR It is an online marketplace where buyer/consumer gets a wide range of products options and merchant/seller gets on opportunity to introduce himself online without any entry cost. A merchant/seller who is dealing in courier-able product whether it is wholesale or retail. It is mandatory for him to have a printer, e-mail Id and computer with internet connection. A service can only be sold if it is sold in form of physical products and should be courier-able AD AD
  • 35. 35 HOTDEALS Getit infoservices the Delhi based classifieds business, which had launched a deals service website, Getit Hot Deals, in November 2011, offering deals from its partners across various categories, has now launched native mobile apps for Android, BlackBerry and Windows Phone, for the users of the service. TRADEGET Tradeget is the B2B vertical platform of Getit Tradeget is for buyers and suppliers to connect, to collaborate, to communicate and to trade online.24x7, 365 days platform for global buyers and suppliers to connect It is a platform for suppliers to list their
  • 36. 36 businesses, showcase their products and enable businesses generate lead GETITMALLS A Online portal “getitmalls.com” aggregating information about all malls, market areas, its retailers and ongoing promotional schemes. A mall voice helpline under 4444-4444 or 4444-444X A mall information App (Getitmall App) which can be downloaded and the information can be accessed on the fly. FREE ADS Free Ads is a platform where one can buy, sell anything; it offers individual to sell/ offer or buy products/ services in relation to the geography and is presented in categorized
  • 37. 37 format. It also offers a reliable platform to post free ads in multiple categories. Free classified ads imply that individual users can avail this buy, sell, anything service for free. FACEBOOK ADS PRINT PRODUCTS YELLOW PAGES The GETIT Buying Guides are targeted towards households, industries and offices that can look for products & services on keywords and categories in the GETIT B2C & B2B buying guides.
  • 38. 38 To advertise in the buying guides for any of the cities that GETIT has a presence in, write to us on customerservice@getit.co.in. An executive will call you to discuss the advertising programmed. Consumer buying guides The consumer buying guides are targeted towards households and offices, so they can look for products & services on keywords and categories in the GETIT B2C buying guides.
  • 39. 39 Business to business buying guides B2B The business to business buying guides are targeted towards industries who can advertise their products & services on keywords and categories in the GETIT B2B buying guides. This ensures relevant calls and maximum return on Rate. Bizlist directories Bizlist gives information on companies & brands by name. Bizlist is brought out by GETIT in Mangalore, Ernakulum, Coimbatore, Mysore, Bangalore, Trissur, Chennai, Tricky, Madurai, Pondicherry, Thiruvananthapuram and Mumbai. GETIT Free Ads Classifieds services branded under ‘Getit Free ads’ allow consumers to ‘buy, sell, anything!’. Advertising is free for private individuals. Buyers find the most choice. The services are available across media in print, Voice & Online.
  • 40. 40 • Users can search for Classifieds ads • Consumers can place private classified ads for free • Businesses can place classified ads for a free VOICE PRODUCTS CALL GETIT The GETIT voice service available at 044444 44444, nationally, makes it easy to get contact details of businesses across India, very easy. A 24x7 service, it covers a wide spectrum cities in India and is growing. Users can call in for information on companies or product & service categories.
  • 41. 41 MOBILE PRODUCT NOKIA NEARBY WAP Available on http://m.getit.in when accessed from mobile devices with GPRS connectivity. Users can look for companies / brands by name or search for products & services by categories. Making available the facility of search while the user is on the
  • 42. 42 move, it adds to the user experience. Users can also send an SMS to GETIT to get the contact details of the businesses they are looking for. MOBILE GETIT APPS Getit app allows you to access instant information anytime, anywhere from your mobile phone. Simply, install the Getit app on your mobile and get information at your fingertips on nearest restaurants, hotels, etc. They are available through application distribution platforms, which are typically operated by the owner of the mobile operating system, such as the Apple App Store, Google Play, Windows Phone Marketplace and Blackberry App World. The Getit mobile app is your easy-to-use guide for local information.
  • 43. 43 Competitors of GETIT INFOSERVICES GETIT INFOSERVICES PRODUCT CATEGORIES COMPETITORS PRINT ONLINE  Just dial  Sulekha  India Mart  Alibaba  EBay  Shopclues  Build bazaar  Olx  Quikr  Tradeindia  DIY Trade MOBILE JUSTDIAL, VOICE JUSTDIAL
  • 44. 44 Just Dial Just Dial is a Bangalore based private company. Just Dial local search website provides users access to any local information across leading cities and multiple categories with extremely relevant search results instantly. Just Dial also offers listings for businesses, enabling focused outreach via increased visibility for prospective customers optimizing their advertising revenues. “JustDial.com was aimed to make local search information available at the click of a button and now we want to enrich the user experience & make life for the user more and more comfortable. This new feature surely saves the user a lot of hassles”, says V.S.S. Mani, Founder & MD, Just Dial Pvt.Ltd. Just Dial is an open search application which gives users the liberty to define their search whilst supporting it with intelligence that picks up synonyms and phonetics, rendering much more effectiveness and ease-of-use. Unlike generic search engines, Just Dial allows consumers to search for any local information by categorizing the query into the company/ name or product/ service, local area (within cities) and even by price, giving the user extremely relevant and tailored results. Just Dial which has received a response hitting over 200,000 page views a day can currently be availed on www.justdial.com across 28 cities in India. It can be also reached through telephone by dialing 3999 99 99 and on mobile by sending an SMS to 53999 One of the most popular searches is the movies category where Just Dial not only allows you to get show timings at nearest theatres but also provides links to online ticket booking sites. With a few simple clicks of the mouse users can easily search and book their movie tickets and head straight for the theatre.
  • 45. 45 Sulekha (Sulekha advertising Pvt. Ltd.):- Sulekha.com is an Indian internet and mobile company offering a digital platform of marketplaces anchored around multiple consumer needs in over 50 Indian and North American cities. Chosen by Internet and Mobile Association of India (IAMAI) in 2012 as India’s best multi-utility website, Sulekha integrates Local Search, Classifieds and Ecommerce services, enhanced by member blogs, answers, reviews and ratings in these marketplaces: Property, Cars, Home Needs, Office Needs, Education/Training, Lifestyle, Movies, Gadgets, Travel, Buy/Sell, Deals. With operations in 11 cities, Sulekha employs more than 1300 employees; its marketing slogan is: “Delightful discoveries. Everyday. Sulekha.com was founded by Satya Prabhakar and Sangeeta Kshettry, and was incorporated in India as Sulekha.com New Media Pvt. Ltd. in 2002. Sulekha has received investments from Indigo Monsoon Partners, Norwest Venture Partners (NVP) and Mitsui & Co. The directors on Sulekha’s Board are Param Parameswaran (Chairman), Satya Prabhakar (Founder and CEO), Harish Raghavan (IMG), Promod Haque (NVP) and Yasushi Okazaki (Mitsui & Co.) Sulekha has its presence in 29 Indian cities (Delhi, Noida, Mumbai, Navi Mumbai, Bangalore, Chennai, Hyderabad, Pune, Ahmedabad, Kolkata and Coimbatore) and at least 9 North American cities (Chicago, New York, Toronto, Austin). INDIA MART: - (WWW.INDIAMART.COM) IndiaMART is an Indian internet limited company headquartered in Noida. The company is best known for its B2B marketplace which matches buyers and suppliers. IndiaMART attracts 1.6 million daily visitors with over 9.3 million daily page views.It was also termed as India's largest B2B marketplace with a 60 percent market share by IAMAI
  • 46. 46 IndiaMART was founded in April 1996 by Mr. Dinesh Agarwal as a company specialising in developing websites and later evolved into a directory. The full name of company is IndiaMART InterMESH Limited (ISO 9001:2008 certified). IndiaMART marketplace connects importers and exporters from across the world. Revenue streams are through subscription packages which offer preferential presence on the marketplace, ad-hoc business lead sales and certification services for small businesses in conjunction with CRISIL. Revenues were Rs. 900 million in 2009-10 with a valuation of Rs. 10 billion. IndiaMART also hosts tender information (mainly government contract announcements) and is said to be the largest of such portals in India, with over 5,000 new ones added every day. IndiaMART attracts 5 million buyers, 1 million registered suppliers with 650,000 hosted catalogs. IndiaMART's investors include The Times Group, Intel Capital and was also in talks with Warburg Pincus for another round of investment, which fell through on differences on valuations. ALIBABA:- Alibaba Group is a privately owned Hangzhou-based family of Internet-based E- Commerce businesses that cover business-to-business online marketplaces, retail and payment platforms, shopping search engine and data-centric cloud computing services. In 2012, two of Alibaba’s portals together handled 1.1 trillion Yuan ($170 billion) in sales, more than competitors’ eBay and Amazon combined. The company primarily operates in the People’s Republic of China. The company is estimated to have a valuation between $55 billion to more than $120 billion. The company began in 1999 with the web domain Alibaba.com a business-to- business portal to connect Chinese manufacturers with overseas buyers. Its consumer-
  • 47. 47 to-consumer portal Taobao, similar to American eBay, features nearly a billion products and is one of the 20 most-visited websites globally. Alibaba Group's sites account for over 60% of the parcels delivered in China. Alipay, an online payment, escrow service, accounts for roughly half of all online payment transactions within China. The vast majority of these payments occur using Alibaba services. Alibaba.com Limited ,the flagship company of Alibaba Group, is the world’s largest online business-to-business trading platform for small businesses. Founded in Hangzhou in eastern China, Alibaba.com has three major marketplaces. The company’s English language international marketplace (www.alibaba.com) serves to bring together importers and exporters from more than 240 countries and regions. The China marketplace (www.1688.com) is developed for domestic business-to-business trade in China. In addition, Alibaba.com offers a transaction-based wholesale platform, AliExpress (www.aliexpress.com), which allows smaller buyers to buy small quantities of goods at wholesale prices. The company claims that together these marketplaces have more than 79 million registered users. 1688.com recently launched a new direct channel that is responsible for USD 30 million in daily transaction value. eBay:- eBay Inc. is an American multinational internet consumer-to-consumer corporation, headquartered in San Jose, California. It was founded in 1995, and became a notable success story of the dot-com bubble; it is now a multi-billion dollar business with operations localized in over thirty countries. The company manages eBay.com, an online auction and shopping website in which people and businesses buy and sell a broad
  • 48. 48 variety of goods and services worldwide. In addition to its auction-style selling’s, the website has since expanded to include "Buy It Now" standard shopping; shopping by UPC, ISB, or other kind of SKU(via Half.com); online classified advertisements (eBay Classifieds); online event ticket trading (via StubHub); online money transfers (via PayPal) and other services. Shopclues (Shopclues.com) ShopClues.com is an online retail website founded in Silicon Valley, USA, It was founded in July 2011 in Silicon Valley by the alumni of Washington University and Wall Street Internet Analyst Sandeep Aggarwal and eBay’s former Global Product Head Sanjay Sethi. The company started in Silicon Valley, California and is located in Gurgaon, Haryana and maintains 4 offices in India and two fulfillment centers.  Silicon Valley, California (USA)  Gurgaon, Haryana  New Delhi, Delhi  Baroda, Gujarat  Mumbai, Maharashtra Buildabazaar:- Buildabazaar.com is an online e-commerce platform built by Infibeam. The technology infrastructure of infibeam.com was extended as an e-commerce platform and launched as buildabazaar in 2011. It is a self-service platform where users can create an e- commerce store, upload their product catalog, customize their site and sell their
  • 49. 49 products. Buildabazaar is offered as aSaaS platform for creating online retailing stores and travel booking sites. The e-commerce technology infrastructure of Infibeam was built with an intention to be extended to others. Vishal Mehta, the CEO of Infibeam, was quoted saying "from day one, the strategy was two-pronged... the technology platform that powered the portal would be rented out to various brands." Prior to launching buildabazaar.com, Infibeam built online stores for Hidesign, Prestige and Crossword using its ecommerce platform. The platform was then modified to allow any merchant to setup an online store and it was opened up for everyone as buildabazaar.com in May 2011. Business Model of buildabazar. Buildabazaar is offered as a SaaS model with monthly subscription fees. The Silver plan at Rs.1000 per month supports upto 300 products while the Gold plan at Rs.2500 supports upto 5000 products. The platinum plan offered on request basis doesn't have limit on no. of products. The platform allows retailers to sell Infibeam’s catalouge of 12 million products in addition to their own products. Infibeam pays 1 to 1.5 per cent commission to the retailer for all Infibeam products. The website also allows anyone to create a free trial store for 15 days. The merchants who sign up for buildabazaar are given exclusive access to be a part of the controlled marketplace of infibeam.com. Quikr:- Quikr is an online classifieds company based in Mumbai, India. Quikr was launched on 12 July 2008 and is currently present in 900 cities across India. Quikr provides the local community with a platform to help them buy, sell, rent and find something and address needs across many categories. These categories numbering over 12 and sub-categories over 140 range from Mobiles, real estate, cars, services, jobs, entertainment, furniture, electronics etc.
  • 50. 50 The company is backed by Matrix Partners India, Omidyar Network, Norwest Venture Partners and invested in by eBay Inc. Quikr was formerly known as Kijiji.in Olx:- OLX, Inc. operates an online classifieds site. It enables users to design ads with pictures and videos; control their selling, buying, and community activity in My OLX; display their ads on the social networking profile; access the site from their mobile phone; and view OLX account in their local language. The company offers its services in the United States and internationally. OLX, Inc. was founded in 2006 and is based in New York, New York. As of August 4, 2010, OLX, Inc. operates as a subsidiary of Myriad International Holdings B.V. OLX is an internet company based in New York City and Buenos Aires, Argentina. The OLX website hosts free user-generated classified advertisements for urban communities around the world and provides discussion forums sorted by various topics. OLX gained prominence upon announcing a partnership with Friendster, the social networking website. The story was covered by dozens of media publications, including the New York Times,and was a topic of debate among bloggers. The company was co-founded in March 2006 by Internet entrepreneurs Fabrice Grinda and Alec Oxenford. OLX is used in over 105 countries in 40 languages. The company was founded in March 2006 and is privately held. As of January 2011, OLX is available in 96 countries and 45 languages. In August 2009, OLX was named a good competitor to Craigslist in the United States by TechCrunch.
  • 51. 51 Tradeindia:- TradeIndia is an online Business to Business (B2B) portal for small businesses based in India and across the globe. The portal was started in 1996 by Bikky Khosla and is presently maintained and promoted under the flagship company, Infocom Network Ltd. The company is headquartered in New Delhi, India, and has branch offices in 35 cities across India. It employs over 1200 professionals. The company has published Exporters Yellow Pages since 1990 and in 1996 started the web portal tradeindia.com to provide online directory services to the global export- import community. The portal provides information about Indian and global sellers and buyers with over 1,200 product categories and sub-categories. The main products and services offered by the portal include online business catalogs, DialB2B, Trade Alerts, Call Me Free Service, credit reports and trade leads. The portal has a separate section on trade shows and the company regularly participates in global and domestic trade shows. The portal also has a special mobile-optimised version for mobile phone users.In 2009, the company launched two vertical portals to cater to the business requirements of SMEs – one a news-based portal called smetimes and the other a separate section showcasing suppliers from China. The portal claims to be the first Indian B2B portal to have more than 2 million registered users, of which 1.3 million are SMEs.
  • 52. 52 DIYTrade:- DIYTrade has been introduced and run steadily since 1999, it has almost 1.5 million registered members from more than 200 countries and regions. Through a leading-edge technology and clear positioning, it has become the preferred site of the world's merchant for procurement and promotion of goods. Top search engines such as Google, Bing, Baidu etc will collect information from DIYTrade more than 30 million times every month. Through our search engine optimization (SEO), your website can get good ranking in the search result. We have servers located in the United States, Europe ,Japan, Beijing, Shanghai, Guangdong and Hong Kong to ensure visitors around the worlds can enjoy a stable and fast connection to DIYTrade.
  • 53. 53 My Role and responsibility in the organization I was doing my training as a project trainee and my training period was 2 months. My responsibility in this training period was: i. I had to visit daily to all type businesses like- Dealer, Wholesaler, Retailer, Distributer, service centers etc. ii. There I had to interact with client/customer and ask them about their business details, for this I had customer information form i.e. questionnaire. iii. Beside this, I used to tell them about the product & services of GETIT. If any customer shows their interest, that is called lead for the company. For this I had contract form also which is filled when existing user wants to buy new products & services of GETIT or if any new customer wants to buy any of the product & services of it. iv. We also played a role of increasing the awareness of GETIT. OBJECTIVE OF STUDY  To collect information of Business establishment/commercials/SMEs which include details of establishment, contact person, contact number, nature of business/services, etc.  To identify prospective customers for yellow pages and digital.  To find out the existing competitors of Getit infomedia.  To study the important factor that promotes satisfaction among customers in respect to Getit infoservices. (Note: Collection of information of business establishment and SMEs has done through the customer information form which is added in annexure)
  • 54. 54 SCOPE OF STUDY  To know the prospective customers.  This research study helps to ascertain the strength and weakness of product & services of getit infoservices.  This study will help to know the improvements which can be made to improve the present services.  There is scope to know how the advertisement effect on consumer behavior and also know the effectiveness of online marketing  Under this project the researcher had tried to find out both the Future of Online Promotion as well as The Level of Satisfaction amongst the existing current clients of GETIT.  Project also helps to find out the target market for the company.  There are some factors which can increase customer satisfaction and create brand loyalty.  Information which are needed by the company to make new policies and strategies collected that is very beneficial for the company.
  • 55. 55 RESEARCH METHODOLOGY
  • 56. 56 Data collection method: 1 Primary data collection method, 2 Secondary data collection method Primary data is original, problem or project specific and collected for the specific objectives and needs spelt out by the researcher. The authenticity and relevance is reasonably high. a) Structured Questionnaire, b) Personal interview, c) Call interview Secondary data is information that is not topical or research specific and has been collected and compiled by some other researcher or investigative body. It is recorded and published in a structured format. For example, a) Company Literature b) Internet Research Design Research Design was originally constituted as primarily research into the process of design, developing from work in design methods, but the concept has been expanded to include research embedded within the process of design, including work concerned with the context of designing and research-based design practice. The concept retains a sense of generality, aimed at understanding and improving design processes and practices quite broadly, rather than developing domain-specific knowledge within any professional field of design.
  • 57. 57 Exploratory research designs: are the simplest, most flexible and most loosely structured designs. As the name suggests, the basic objective of the study is to explore and obtain clarity on the problem situation. Descriptive research designs: are more structured and formal in nature. As the name implies the objective of these studies is to provide a comprehensive and detailed explanation of the phenomena under study. Types of Measurement Scale Nominal scale: This is the lowest level of measurement. Here, numbers are assigned for the purpose of identification of the objects. Any object which is assigned a higher number is in no way superior to the one which is assigned a lower number. Example: • Are you married? (a) Yes (b) No  Married person may be assigned a no. 1.  Unmarried person may be assigned a no. 2. The assigned numbers cannot be added, subtracted, multiplied or divided. The only arithmetic operations that can be carried out are the count of each category. Therefore, a frequency distribution table can be prepared for the nominal scale variables and mode of the distribution can be worked out
  • 58. 58 Likert scale  The respondents are given a certain number of items (statements) on which they are asked to express their degree of agreement/disagreement.  This is also called a summated scale because the scores on individual items can be added together to produce a total score for the respondent.  An assumption of the Likert scale is that each of the items (statements) measures some aspect of a single common factor; otherwise the scores on the items cannot legitimately be summed up.  In a typical research study, there are generally 25 to 30 items on a Likert scale.
  • 59. 59 Methods and tools used for this project report: Researchapproach : Survey Method Data Collection : 1. Primary data: a) Structured Questionnaire, b) Personal interview, c) Call interview : 2. Secondary data a) Company Literature b) Internet Area for Research : Lucknow city Researchinstruments : Questionnaire Sample size : 200 people Researchdesign : Exploratory and Descriptive design Type of survey : Direct interview, Pilot survey and online survey
  • 60. 60 Data analysis & Interpretation
  • 61. 61 1. Educational qualification. INTERPRETATION:- According to the analysis of data easily it can be inferred that out of the sample of 200 persons 50% are graduate, 45.50% are post graduate and 4.50% are not even graduate. CONCLUSION:- From the above data it can be clearly concluded that from the sample of 200 persons 100 are graduate, 91 are post graduate and 9 are under graduate. So the majority of graduates and post graduates are higher than under graduate who uses social media. 4.50% 50% 45.50% UNDER GRADUATE GRADUATE POST GRADUATE
  • 62. 62 2. OCCUPATION INTERPRETATION:- From the above data it is conferred that out of the total sample each category has got equal participation and no category is less than or higher than others. CONCLUSION:- The above data can easily conclude that out of 200 persons 50 are students, 50 are servicemen, 50 are self employed, and 50 are businessmen. All the groups have got equal majority among the samples. 25% 25%25% 25% student servicemen self employed businessmen
  • 63. 63 3. Do you currently have a social media presence? ANALYSIS:- SAMPLE SIZE (n) = 200 PEOPLE SAID YES = 184 PEOPLE SAID NO = 16 CONFIDENCE LEVEL (Z) = 95.5% MEAN (𝑿) = np = 200*92/100 = 184 CONFIDENCE LEVEL (95.5%) TAKEN FROM TABLE = 2.0 SAMPLE STANDARD DEVIATION = √ 𝑝𝑞/𝑛 p (%tag of population said YES, when converted into fraction) = 92/100 = 0.92 q (%tag of population said NO, when converted into fraction) = 8/100 = 0.08 n ( sample size) = 200 = √0.92 ∗ 0.08/200 = 0.01918 92% 8% yes no
  • 64. 64 AFTER ESTIMATION OF THE SAMPLE SIZE WITH THE HELP OF THIS FORMULA:- 𝑿 ± 𝒁√ 𝑿 =184-2*0.01918 & 184+2*0.1918 =183.96/2 & 184.038/2 WE GET TWO VALUES = 91.98% & 92.02% INTERPRETATION:- There are 95% chances that out of every 100 person from the population as a sample 91.98% to 92.02% people are currently having social media presence. CONCLUSION:- Taking into the consideration the objective of this research, social media has limited impact in promotion of business of small and medium enterprises. Also through other research it is said that the social media presence in Lucknow has high growth rate.
  • 65. 65 4. Which social media platforms do you use? INTERPRETATION:- From the above data it is inferred that from the sample of 200 persons 66% of the samples are the users of Facebook and optimum number of persons use Google+, LinkedIn and YouTube and there %tags are 15%, 12.50%, and 6.50% respectively. CONCLUSION:- Above data concludes that out of 200 samples 132 persons are the users of Facebook and Google+, LinkedIn and YouTube has got the users 30, 25 and 13 respectively. Out of 200 persons there is not even a single user of twitter and Flickr which elaborates that Facebook can be proved more effective social media for small and medium enterprises. 66% 15% 12.50% 6.50% 0 0 0 Facebook Google+ LinkedIn Youtube Twitter Flickr
  • 66. 66 5. What type of content do you share? INTREPRETATION:- From the given data it can be inferred that from the sample of 200 persons those who share the content like events and networking information, news and updates and photographs are 26.50%, 32% and 41.50% respectively. The percentage of persons who shares brand following and videos are 0%. CONCLUSION:- Above data concludes that from the sample of 200 persons those who share event and networking information and news and updates and photograph is 53, 64 and 83 but simultaneously there is no person who share video and brand following among the sample on social media. 26.50% 32% 41.50% 0% 0% EVENT AND NETWORKING INFORMATION NEWS AND UPDATES PHOTOGRAPH BRAND FOLLOWING VIDEOS
  • 67. 67 6. How useful do you think that social media has been for promotion? ANALYSIS:- AS WE KNOW THAT THIS DATA IS BASED ON LIKERT SCALE, WE WILL GIVE A PERTICULAR NUMBER TO EACH SCALE. VERY USEFUL= 5, QUITE USEFUL=4, NEITHER USEFUL NOR USELESS=3, DQUITE USELESS=2, TOTALLY USELESS=1 NO. OF SAMPLES=200 VERY USEFUL= 5*200=1000 → 801 ↔ 1000 QUITE USEFUL= 4*200=800→ 601 ↔ 800 NEITHER USEFUL NOR USELESS= 3*200=600→ 600 QUITE USELESS= 2*200=400→ 599↔ 400 TOTALLY USELESS= 1*200=200→ 399↔ 200 WE HAVE TO MULTIPLY THE GIVEN SAMPLE UNITS TO THE ASSUMED SCALE AND ADD ALL THE RESULTS TO GET THE RANGE 81% 11% 7.50% 0.50% 0% Very useful Quite useful Neither useful nor useless Quite useless Totaly useless
  • 68. 68 VERY USEFUL= 5*162=810 QUITE USEFUL= 4*22=88 NEITHER USEFUL NOR USELESS= 3*15=45 QUITE USELESS= 2*1=2 TOTALLY USELESS= 1*0=0 WHEN WE ADD THE WHOLE SAMPLE UNITS WE GET, 810+88+45+2+0=945 INTERPRETATION:- According to the analysis of data the value 945 falls in the category of very useful category which states that social media has been very useful for the promotion of products and services. CONCLUSION:- Despite the fact that 99% people feels that organization should use social media in there day to day operation and 98.50% of the sample recommend to other organization to use social media for the promotion of products and services. These things clearly elaborate that social media is very useful for promotion of products and services.
  • 69. 69 7(a)-Social media is effective for brand awareness. ANALYSIS:- As we know that this data is based on likert scale, we will give a particular no. To each scale. STRONGLY AGREE= 5, AGREE=4 , NEUTRAL=3 , DISAGREE=2 , STRONGLY AGREE=1 NO. OF SAMPLES=200 STRONGLY AGREE= 5*200=1000 → 801 ↔ 1000 AGREE= 4*200=800→ 601 ↔ 800 NEUTRAL= 3*200=600→ 600 DISAGREE= 2*200=400→ 599↔ 400 STRONGLY DISAGREE= 1*200=200→ 399↔ 200 We have to multiply the given sample units to the assumed scale and add all the results to get the range, 99 97 3 0 1 0 50 100 150 Social media is effective for brand awareness STRONGLY DISAGREE DISAGREE NEUTRAL AGREE STRONGLY AGREE
  • 70. 70 STRONGLY AGREE- 5*99=495 AGREE- 4*97=388 NEUTRAL- 3*3=9 DISAGREE- 2*0=0 STRONGLY DISAGREE- 1*1=1 When we add the whole sample units we get, 495+388+9+0+1=893 Interpretation: According to the analysis of data the value 893 falls in the category of strongly agree which states that social media one of the very effective tool for brand awareness. Conclusion: Despite of the fact that around 92% of people have presence on social media and 81% of people finds that social media is effective for the promotion of products and services, it becomes clear that social media is effective for brand awareness.
  • 71. 71 7(b)-Social media has changed the way marketing is done in current scenario. ANALYSIS:- As we know that this data is based on likert scale, we will give a particular no. To each scale. STRONGLY AGREE= 5, AGREE=4, NEUTRAL=3, DISAGREE=2, STRONGLY AGREE=1 NO. OF SAMPLES=200 STRONGLY AGREE= 5*200=1000 → 801 ↔ 1000 AGREE= 4*200=800→ 601 ↔ 800 NEUTRAL= 3*200=600→ 600 DISAGREE= 2*200=400→ 599↔ 400 STRONGLY DISAGREE= 1*200=200→ 399↔ 200 We have to multiply the given sample units to the assumed scale and add all the results to get the range, 107 79 3 8 3 0 50 100 150 Social media has changed the way marketing is done in current scenario. STRONGLY DISAGREE DISAGREE NEUTRAL AGREE STRONGLY AGREE
  • 72. 72 STRONGLY AGREE- 5*107=535 AGREE- 4*79=316 NEUTRAL- 3*3=9 DISAGREE- 2*8=16 STRONGLY DISAGREE- 1*3=3 When we add the whole sample units we get, 535+316+9+16+3=879 INTERPRETATION:- According to analysis of data, the value 879 falls in strongly agree category. Which states that social media has changed the way marketing is done in current scenario. CONCLUSION:- Despite the fact around 92% of people have presence in social media, most of them perceived that social media has changed the way marketing has done in current scenario.
  • 73. 73 7(c)-Social media is effective medium of selling products and services. ANALYSIS:- As we know that this data is based on likert scale, we will give a particular no. To each scale. STRONGLY AGREE= 5, AGREE=4, NEUTRAL=3, DISAGREE=2, STRONGLY AGREE=1 NO. OF SAMPLES=200 STRONGLY AGREE= 5*200=1000 → 801 ↔ 1000 AGREE= 4*200=800→ 601 ↔ 800 NEUTRAL= 3*200=600→ 600 DISAGREE= 2*200=400→ 599↔ 400 STRONGLY DISAGREE= 1*200=200→ 399↔ 200 We have to multiply the given sample units to the assumed scale and add all the results to get the range, 64 120 10 5 1 0 50 100 150 Social media is effective medium of selling products and services STRONGLY DISAGREE DISAGREE NEUTRAL AGREE STRONGLY AGREE
  • 74. 74 STRONGLY AGREE- 5*64=320 AGREE- 4*120=480 NEUTRAL- 3*10=30 DISAGREE- 2*5=10 STRONGLY DISAGREE- 1*1=1 When we add the whole sample units we get, 320+480+30+10+1=841 INTERPRETATION:- According to the analysis of data the value 841 falls in the category of strongly agree category, which states that social media is one the effective medium of selling products and services. CONCLUSION:- Despite of the fact that around 92% of people have presence on social media and 81% of people finds that social media is effective for the promotion of products and services, it becomes clear that social media is effective for selling products and services.
  • 75. 75 7(d)-Social media is effective for advertising a product or service. ANALYSIS:- As we know that this data is based on likert scale, we will give a particular no. To each scale. STRONGLY AGREE= 5, AGREE=4, NEUTRAL=3, DISAGREE=2, STRONGLY AGREE=1 NO. OF SAMPLES=200 STRONGLY AGREE= 5*200=1000 → 801 ↔ 1000 AGREE= 4*200=800→ 601 ↔ 800 NEUTRAL= 3*200=600→ 600 DISAGREE= 2*200=400→ 599↔ 400 STRONGLY DISAGREE= 1*200=200→ 399↔ 200 We have to multiply the given sample units to the assumed scale and add all the results to get the range, 82 101 39 4 1 0 50 100 150 Social media is effective for advertising a product or service STRONGLY DISAGREE DISAGREE NEUTRAL AGREE STRONGLY AGREE
  • 76. 76 STRONGLY AGREE- 5*82=401 AGREE- 4*101=404 NEUTRAL- 3*13=39 DISAGREE- 2*2=4 STRONGLY DISAGREE- 1*2=2 When we add the whole sample units we get, 401+404+39+4+2=850 INTERPRETATION:- According to the analysis of data, the value 850 falls in strongly agree category, which states that social media is very effective medium of selling products and services. CONCLUSION:- Despite the fact that 81% of the people think that social media is useful for the promotion of products and services and 98% of the people recommend to their organization to use social media to promote their product and services which concludes that social media is effective for advertising a product and service.
  • 77. 77 7(e)-Social media is a best way of engaging with consumers. ANALYSIS:- As we know that this data is based on likert scale, we will give a particular no. To each scale. STRONGLY AGREE= 5, AGREE=4, NEUTRAL=3, DISAGREE=2, STRONGLY AGREE=1 NO. OF SAMPLES=200 STRONGLY AGREE= 5*200=1000 → 801 ↔ 1000 AGREE= 4*200=800→ 601 ↔ 800 NEUTRAL= 3*200=600→ 600 DISAGREE= 2*200=400→ 599↔ 400 STRONGLY DISAGREE= 1*200=200→ 399↔ 200 We have to multiply the given sample units to the assumed scale and add all the results to get the range, 79 96 19 3 3 0 20 40 60 80 100 120 Social media is a best way of engaging with consumers STRONGLY DISAGREE DISAGREE NEUTRAL AGREE STRONGLY AGREE
  • 78. 78 STRONGLY AGREE- 5*79=395 AGREE- 4*96=384 NEUTRAL- 3*19=57 DISAGREE- 2*3=6 STRONGLY DISAGREE- 1*3=3 When we add the whole sample units we get, 395+384+57+6+3=845 INTERPRETATION:- According to the analysis of data the value 845 falls in the category of strongly agree, which states that social media is a best way to engage with customers. CONCLUSION:- Despite the fact around 99% people suggest other organization to use social media in there day to day operation and 92% people have presence in social media, most of them perceived that social media is the best way to engage with customers.
  • 79. 79 7(f)-I am satisfied with the existing social media tools in communication ANALYSIS:- As we know that this data is based on likert scale, we will give a particular no. To each scale. STRONGLY AGREE= 5, AGREE=4, NEUTRAL=3, DISAGREE=2, STRONGLY AGREE=1 NO. OF SAMPLES=200 STRONGLY AGREE= 5*200=1000 → 801 ↔ 1000 AGREE= 4*200=800→ 601 ↔ 800 NEUTRAL= 3*200=600→ 600 DISAGREE= 2*200=400→ 599↔ 400 STRONGLY DISAGREE= 1*200=200→ 399↔ 200 WE HAVE TO MULTIPLY THE GIVEN SAMPLE UNITS TO THE ASSUMED SCALE AND ADD ALL THE RESULTS TO GET THE RANGE 29 150 14 5 2 0 50 100 150 200 I am satisfied with the existing social media tools in communication STRONGLY AGREE2 DISAGREE NEUTRAL AGREE STRONGLY AGREE
  • 80. 80 STRONGLY AGREE- 5*29=145 AGREE- 4*150=600 NEUTRAL- 3*14=42 DISAGREE- 2*5=10 STRONGLY DISAGREE- 1*2=2 When we add the whole sample units we get, 145+600+42+10+2=799 INTERPRETATION:- According to the analysis of data, the value 799 falls in the category of agree but it is too closer to the category of strongly agree, which states that the majority of samples says that they are satisfied with the existing social media. CONCLUSION:- Despite the fact that around 81% of the people think that social media is useful for the promotion of products and services and around 92 % of people have presence in social media itself express that it’s a very good medium of communication.
  • 81. 81 8. For what purpose(s) does your organization use social media? INTERPRETATION:- From the above data we can infer that out of 200 samples 27.50% people have their purpose to advertise their products and services, 13% to gain feedback from customers, 12.50% to engage with customers, 4.50% to offer promotional items, 16% for b2b purpose, 14% to increase brand awareness, and 12.50% to analyses the competition. CONCLUSION:- The above data concludes that among the sample of 200: 56 people have their purpose to advertise their products and services, 26to gain feedback from customers, 25 to engage with customers, 9 to offer promotional items, 32for b2b purpose, 28to increase brand awareness, and 25 to analyze the competition. 27.50% 13% 12.50% 4.50% 16% 14% 12.50% To advertise products/services To gain feedback from customers To engage (in conversation) with customers To offer promotional items e.g. coupons/gift vouchers For business to business purposes e.g. LinkedIn To increase brand awareness To analyze the competition
  • 82. 82 9. Would you recommend using social media to another organization, as a tool to promote products & services? ANALYSIS:- SAMPLE SIZE (n) = 200 PEOPLE SAID YES = 197 PEOPLE SAID NO = 3 CONFIDENCE LEVEL (Z) = 95.5% MEAN (𝑿 ) = np = 200*0.98 = 196 𝑿 = 196 CONFIDENCE LEVEL (Z) WHEN TAKEN FROM THE TABLE = 2.0 SAMPLE STANDERD DEVIATION = √ 𝑝𝑞/𝑛 p (%tag of population said YES, when converted into fraction) = 98.5/100 = 0.98 q (%tag of population said NO, when converted into fraction) = 1.5/100 = 0.015 n ( sample size) = 200 98.50% 1.50% YES NO
  • 83. 83 = √0.98 ∗ 0.015/200 = 0.00875 AFTER ESTIMATION OF THE SAMPLE SIZE WITH THE HELP OF THIS FORMULA = 𝑿 ± 𝒁√ 𝑿 = 184-2*0.0085 & 184+2*0.0085 = 183.983/2 & 184.017/2 WE GET TWO VALUES = 91.99% & 92.00% INTERPRETATION:- There are 95%chances that out of every 100 person taken as sample form the population, 91.99% to 92.00% people will recommend to use social media to another organization as a tool to promote products and services. CONCLUSION:- By taking into consideration the objective of this research social media has limited impact as a tool to promote products &SERVICES.
  • 84. 84 10. Do you feel that your organization should use social media more in its day to day operations? ANALYSIS:- SAMPLE SIZE (n) = 200 NO.OF PEOPLE SAID YES = 198 NO. OF PEOPLE SAID NO =2 CONFIDENCE LEVEL (Z) = 95.5% MEAN (𝑿) = np = 200*0.99 = 198 CONFIDENCE LEVEL (95.5%) TAKEN FROM TABLE = 2.0 SAMPLE STANDARD DEVIATION = √ 𝑝𝑞/𝑛 p (%tag of population said YES, when converted into fraction) = 99/100 = 0.99 q (%tag of population said NO, when converted into fraction) = 1/100 = 0.01 n ( sample size) = 200 = √0.99 ∗ 0.01/200 99% 1% YES NO
  • 85. 85 = 0.0070 ESTIMATION: - 𝑿 ± 𝒁√ 𝑿 = 198 – 2 *0.0070 & 198 + 2 *0.0070 =197.98/2 & 198.014/2 = 98.99 & 99.00 AFTER ESTIMATION OF THE SAMPLE SIZE THROUGH THIS FORMULA:- 𝑿 ± 𝒁√ 𝑿 WE GET TWO VALUES = 98.99% & 99.00% INTERPRETATION:- There are 95% chances that out of every 100 person from the population 98.99% to 99.00% people feels that organizations should use social media more in its day to day operation. CONCLUSION:- By taking into consideration the objective of the research social media has limited impact over the organization who use it in there day to day operations.
  • 86. 86 Limitations and Problems  Less interest of the customer to fill the questionnaire.  Some of the questionnaire was filled in hurry by customers due to which there were no accurate answers given by the client/customer.  Some of the respondents were not willing to respond.  The result of the study is applicable to Lucknow city.
  • 87. 87 Findings
  • 88. 88 FINDINGS 1. Each and every age grouped people and who belongs to any occupation has got his presence on social media. Student, Serviceman, Businessman, Self employed every category of people has got presence on social media site. 2. In current market scenario there are so many numbers of social media site present over internet like Facebook, Google+, Twitter, LinkedIn, YouTube, Flickr and among them Facebook is one of the most famous social media. Advertising and marketing of the products and services through Facebook will be most beneficial and effective medium. 3. Among 200 person 81% of them think that social media is very useful medium for the promotion of products and services and now a day’s more and more SMEs owners are showing interest in advertising and marketing their products through digital media. 4. 49.50% people are strongly agree while 48.50% people are agree with increasing brand awareness through social media and it is done through the help of Facebook, it will create greater impact over the mind of customers and target market. 5. 53.50% people are strongly agree and 39.50% are agree that social media has changed the way marketing is done in current scenario. Cellular coupons, a well- developed email campaign or a customer survey on Facebook reach customers
  • 89. 89 in various situations and give a new light to the business, thus complementing one another to strengthen your business. 6. 60% of the population says that they are completely agree that social media is one of the very effective medium for selling products and services, because purchasing products and services through online is not time consuming and also provides a lot of range of products to choose and saves our time and money. 7. 92% of the population is agree that social media is very effective medium for advertising products and services. Most of the people use to remain online all day long so if the products are advertised over social media they will have a look which will create a image of the products in their subconscious mind and also they will share the information of the products to their friends and family members and it will be an additional advantage for advertising over social media. 8. 87.50% people believes that social media in a best way to engage with people. Small and medium enterprises can interact with their customers over social media and they can also take the feedback to bring any improvement in their product if required. 9. 89.50% people are in favors that they are satisfied with the existing social media communication, because they do not have to go anywhere and they can directly interact with the seller and can get the required knowledge of products and services.
  • 90. 90 10. Social media in current market is also used to analyze the competition in the market, to interact for business to business purpose, small and medium enterprises use social media to offer promotional items e.g. coupons and gift vouchers etc.
  • 91. 91 Suggestions
  • 92. 92 SUGGESTIONS 1. Company should invest more in expanding the capacity of Server because many times in front of client website unable to open. 2. Company may give free trial packages of Executive Service for 7 days to new customers, which might result in creating reliability of the services offered by the company in the mind of customers. 3. After sales service is most important element in Service Marketing, so company should make it sure that clients are always satisfied. 4. Marketing Department must do some promotional activity. 5. I also suggested to do aggressive marketing as well as to give trial packages to customer that customer very satisfied from online services. 6. Because Askme.in, Getit best price & Getit bazaar.com is new launched website so they have to invest some more money in server and marketing activity .It is just like sowing a seeds result will come in future. 7. Company can give offers to the customers like, with print yellow page, online listing. 8. Company can give at the max at least one enquiry to the customer /client and keep the records.
  • 93. 93 9. They can either reduce the price of the products, according to the company’s requirement. 10. On the basis of pricing strategy Getit infoservices can value to the customer’s payment, by giving services like offers and goods enquiries.
  • 94. 94 Conclusion Completing this project as a part of MBA curriculum has been a great experience for me. The project gave me the opportunity to work in real life situation which cannot be simulated in the classroom. The learning which I have got will be an asset throughout my life. In this I studied about the attitude of the SMEs owner and the reason behind advertising and marketing their products through digital media Throughout this I came to a conclusion that Getit infomedia is fastest growing organization in the field of digital marketing and Business directories among Businessmen, servicemen, students and self employed. Getit infomedia should come up with newer promotional ideas to reestablish faith in the consumers’ mind regarding the value associated with it.
  • 95. 95 BIBLIOGRAPHY Books Research methodology by C.R. Kothari, Vikas Publication Business statistics by M.K Gupta, Vikas Publication Marketing Management by Philip Kotler, Pearson Publication Websites www.getitinfoservice.com www.google.com www.getitinfomedia.com www.getitbazaar.com www.yellowpages.co.in www.dcmsme.gov.in www.inwise.com http://tmp.ucsb.edu https://en.wikipedia.org
  • 96. 96 Annexure 1
  • 97. 97 NAME: _______________________________ MOBILE NO. _______ 1. EDUCATIONAL QUALIFICATION a.UNDER GRADUATE b.GRADUATE c.POST GRADUATE 2. OCCUPATION a.STUDENT b.SERVICEMAN c.BUSINESSMAN d.SELF EMPLOYED 3. Do you currently have a social media presence? a.Yes b.No 4. Which social media platforms do you use? a.Facebook b.LinkedIn c.Twitter d.YouTube e.Google+ f. Flickr g.Other: Please specify _______________
  • 98. 98 5. What type of content do you share? a.News and updates b.Events and networking information c.Photographs d.Videos e.Brand following f. Other:_________________ 6. How useful do you think that social media has been for promotion? a.Very useful b.Quite useful c.Neither useful nor useless d.Quite useless e.Totally useless 7. on the scales of 1-5 below, please state how much you agree with each statement? * STRONGLY AGREE AGREE NEUTRAL DISAGREE STRONGLY DISAGREE Social media is effective for brand awareness Social media has changed the way marketing is done in current scenario.
  • 99. 99 Social media is effective medium of selling products and services Social media is effective for advertising a product or service Social media is a best way of engaging with consumers I am satisfied with the existing social media tools in communication
  • 100. 100 8. For what purpose(s) does your organization use social media? (Select as many choices as you like) a.To advertise products/services b.To gain feedback from customers c.To engage (in conversation) with customers d.To offer promotional items e.g. coupons/gift vouchers e.For business to business purposes e.g. LinkedIn f. To increase brand awareness g.To analyze the competition h.Other:______________________ 9. Would you recommend using social media to another organization, as a tool to promote products & services? a.Yes b.No 10. Do you feel that your organization should use social media more in its day to day operations? a.Yes b.No
  • 101. 101 11. Please suggest how social media can be more beneficial as compared to other mediums. …………………………………………………………………………………………….... ............................................................................................................................................. ............................................................................................................................................. ............................................................................................................................................. ............................................................................................................................................. ........................................................... THANK YOU,
  • 102. 102 Annexure 2
  • 103. 103
  • 104. 104 Annexure 3
  • 105. 105