Digital marketing strategy of Export Unit

Summer Internship Report
on
Digital Marketing Strategy
of
Manohar International Pvt. Ltd.
In partial fulfilment of the requirement of award for degree of
Master of Business Administration
In
Gujarat Technological University
Under Guidance
Prof. Shakunt Jadav
Submitted To
SAL Institute of Management
Submitted By
Manish Vithalbhai Mer
(168070592062)
Batch: 2016-2018

SAL INSTITUTE OF MANAGEMENT
CERTIFICATE
This is to certify Mr. Manish Mer (168070592062) student of SAL Institute of Management
has successfully completed this summer project on “Digital Marketing Strategy of Manohar
International Pvt. Ltd..” with reference to “Manohar International Pvt. Ltd.” in partial
fulfillment of the requirement of MBA program of Gujarat Technological University.
This is his original work and has not been submitted elsewhere.
Prof. Shakunt Jadav Dr. Viral Bhatt
Lecturer/Assist. Professor Principal,
SAL Institute of Management SAL Institute of Management
Sign: - Sign: -

Declaration
I hereby declare that the project work entitled “Digital Marketing Strategy of Manohar
International Pvt. Ltd. “submitted to the Gujarat Technical University, is a record of an
original work done by me under the guidance of Mr. Jitendra Tripathi, Division Head
of Manohar International Pvt. Ltd., Prof. Shakunt Jadav faculty member of SAL
Institute of management. This project work is submitted in the partial fulfilment of the
requirements for the award of the degree of Master of Business administrations. The
results embodied in this Report is have not been submitted to any other University or
Institute for the award of any degree.
Manish Vithalbhai Mer (168070592062)
M.B.A. 3rd Sem.

i
Preface
In this era digitalisation marketers need to consider changes in tools of promotion for
surviving in the market. It is very known that every person spending time on social
media for being updated and people first search about everything on browser like
Google, Bing Yahoo etc. It was the time where people were reading journals,
magazine, newspaper for increasing their knowledge. Marketer was using
advertisements in that all media. Due development of digital media marketers need to
switch at digital medium for promotional activities.
Student of M.B.A. must aware regards with new trends in the market for better
surviving their own business or job. I had researched on Digital Marketing activity of
Manohar International Pvt. Ltd. And planed for its improvement during my summer
internship training.

ii
Acknowledgement
Present of any person is because of his past. Past is because of those who were with
him and what had done with him. If good people was in past with him then his present
and future is good. Any person has skill because he had learned about that. Every
person gets skill from different persons some from parents, some from their elders,
some from their teacher, and some from their co-worker. I have skill because of my
parents. They had taught me a lot thing. So, I am thankful to my parents.
During my SIP many people helped me for learning new topics and preparing report.
From company Mr. Janardan Trivedi head of Digital Marketing iiiEM and Mr. Jigar
Rajput helped me for data procurement, design and guided me for Digital Marketing
Strategy. I am also thankful to Mr. Dipak Sudhir Manohar M.D. for suggesting very
interesting topic for research and providing all information for research work.
From College Prof. Shakunt Jadav and Prof. Hardik Bavishi guided me for whole SIP
and helped me for whole research work and formation of new strategy.
I am thankful to all who helped me during my SIP and also thank full to Prof. Urmi
Arjun Katbamana who helped me for each part of report as an elder sister.

iii
Table of Contents
Export Business of India............................................................................................. 1
Export ..................................................................................................................... 1
History of India’s Export.......................................................................................... 2
Growth of Export from India in Global Trade 1965 to 2016..................................... 3
Top products India Exporting.................................................................................. 4
Top Countries where India Exporting...................................................................... 4
MIPL........................................................................................................................... 5
Products..................................................................................................................... 6
IIIEM ....................................................................................................................... 7
Company Profile ..................................................................................................... 8
SWOT Analysis .......................................................................................................... 9
Literature Reviews.................................................................................................... 10
Research Methodology ............................................................................................ 12
Digital Marketing ...................................................................................................... 14
SEO.......................................................................................................................... 15
Off Page SEO Activity .............................................................................................. 16
On Page SEO Activity .............................................................................................. 19
Social Media............................................................................................................. 20
PPC (Google AdWords) ........................................................................................... 21
Current Digital Marketing Activities .......................................................................... 22
Current Off Page activity....................................................................................... 22
Current On Page activity....................................................................................... 22
Current Activity on Social Media........................................................................... 23
Current Activity of PPC (google AdWords) ........................................................... 23
Analysis of Visitors ................................................................................................... 24
Sessions Through Social Media ........................................................................... 24

iv
Visitor’s Country.................................................................................................... 25
Result of Analysis..................................................................................................... 28
Digital Marketing Activities Can be Done ................................................................. 29
On Page Activity ................................................................................................... 29
Free Campaign through post on Social Media ......................................................... 31
Example Post for social media ............................................................................. 31
Paid Campaign through Social Media & AdWords ................................................... 32
Paid Activities Through Facebook ........................................................................ 32
Learnings ................................................................................................................. 42
Management Learning.......................................................................................... 42
Digital marketing................................................................................................... 42
Paid Activities through LinkedIn............................................................................ 43
Conclusion ............................................................................................................... 47
Reference................................................................................................................. 48

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Export Business of India
Export
The term export means sending of goods or services produced in one country to another
country. The seller of such goods and services is referred to as an exporter; the foreign
buyer is referred to as an importer.
Why Export?
Exports strengthen a Country’s economy. Wealth of a nation increases with earnings in
Foreign Exchange. Globalization exponentially increases the GDP of a Country. Exports
bring in better purchasing power. Exporting also enhances manufacturing thus increasing
employment opportunities. Export balances Trade, wherein currently India is into Trade
deficit. That means India imports more in value than its exports.
• Exports bring in opportunities for Infrastructure development and invited foreign
Direct Investments.
• Exports bring in more profits with minimizing seasonal sales.
• Export brings in World Recognition for India with greater & faster progress towards
a developed Nation.
Strengths of India for Exports
• India has trade running through the blood of its citizens right from the times of its
“Golden Age” since 320 AD.
• With 65% of “young” population we have better chances of an “Exporting
Revolution”.
• India extends great incentives and benefits for Exporting.
• Exporters are free from paying taxes too.
• Indians are better skills for production, manufacturing and assembling.
• India, as a Country has world class leaders who have initiated great
opportunities like “make in India”, “Skill India” and “Start Up India”, “Digital India”
and various others.

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History of India’s Export
There are records throughout history of India's trade with foreign countries. Even before
independence, the Government of India maintained semi-autonomous diplomatic
relations. It had colonies (such as the Aden Settlement), who sent and received full
missions and was a founder member of both the League of Nations and the United
Nations. After India gained independence from the United Kingdom in 1947, it soon joined
the Commonwealth of Nations and strongly supported independence movements in other
colonies, like the Indonesian National Revolution. The partition and various territorial
disputes, particularly that over Kashmir, would strain its relations with Pakistan for years
to come. During the Cold War, India adopted a foreign policy of not aligning itself with
any major power bloc. However, India developed close ties with the Soviet Union and
received extensive military support from it.
The Golden Sparrow that India was…
India, the land of dreams, fabulous wealth, minerals & mines, palaces & jewels, flora &
fauna, with antiquities of which rest of world under the sun had been be envious of. India
from Himalayas to Ayurveda, from Kamasutra to Spirituality, Taxashila to Chanakya’s
Kautilya…. had it all. India, a classic Country of pride and envy for other Countries in the
World. India flourished in the Gupta Empire, (320-650 AD). This period has been called
the Golden Age of India and was marked by extensive achievements in science,
technology, engineering, art, literature, mathematics, astronomy, religion,
and philosophy that crystallized the elements of what is generally known as the Hindu
culture.
During ancient times Hindus were the masters of the seaborne trade of Europe, Asia and
Africa. Almost every nation on earth obtained to a large extent its supplies of fine cotton
and silk fabric, spices, indigo, sugar, drugs, precious stones and many curious works of
art from India in exchange of gold (sona) and silver. This traditional prosperity of India
was nicknamed as “Golden Sparrow”, Golden Bird or “Sone Ki Chidiya”. India was
referred to a Sparrow as the Country was as sublime and joyful as a sparrow. Also most
importantly India was harmless and nonviolent Country, hence the comparison to a
sparrow.

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From Alexander & Greeks to General Dyer all looted, battered, bruised and abandoned
to die in its internal battles of religions and greed. Alas ! the shine and sheen of glorious
India became a matter of past and forgotten history.
India was the world’s largest economy in AD 1500 with a whopping 24.5% share of the
Global Trade. In 2016 India has reached only up to 1.9% of the Global Trade share
through Exports.
Growth of Export from India in Global Trade 1965 to 2016

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Top products India Exporting
Code Product label
Exported value
in 2014
Exported value
in 2015
Exported value
in 2016
'TOTAL All products 317544642 264381004 260326912
'71
Natural or cultured pearls, precious or
semi-precious stones, precious metals,
metals clad ... 40703544 38488469 42290721
'27
Mineral fuels, mineral oils and products
of their distillation; bituminous
substances; mineral ... 62348539 31393703 27715391
'87
Vehicles other than railway or tramway
rolling stock, and parts and accessories
thereof 14481959 14081904 14988305
'84
Machinery, mechanical appliances,
nuclear reactors, boilers; parts thereof 13596129 13231404 13557486
'30 Pharmaceutical products 11663326 12544722 13042716
'29 Organic chemicals 12035145 11298856 11252926
'62
Articles of apparel and clothing
accessories, not knitted or crocheted 9055716 9349941 9051089
'85
Electrical machinery and equipment
and parts thereof; sound recorders and
reproducers, television ... 9002330 7935913 8217870
'61
Articles of apparel and clothing
accessories, knitted or crocheted 7482487 7781249 7910076
'72 Iron and steel 9080606 6308179 6436669
'52 Cotton 8883916 7470346 6262460
'73 Articles of iron or steel 7518711 6510496 5820737
Top Countries where India Exporting
Importers
Exported value
in 2014
Exported value
in 2015
Exported value
in 2016
World 317544642 264381004 260326912
United States of America 42684740 40312703 41992468
United Arab Emirates 32919602 29989560 30041758
Hong Kong, China 13412018 12146940 13209853
China 13434251 9576579 8916073
United Kingdom 9665339 8891195 8565159
Singapore 9676616 7805084 7354855
Germany 7745249 7023455 7178091
Viet Nam 6526524 5357213 5957677
Bangladesh 6255235 5521518 5668793
Belgium 5894951 5005521 5356387
Saudi Arabia 13063511 6970707 5045149

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MIPL
MIPL - Manohar International Pvt. Ltd is a company bounded only by their capabilities,
not by specific industries or product lines. MIPL constantly seeks to grow their existing
businesses, and builds or acquires assets or businesses throughout the world that will
allow them to create the greatest value.
Established in the year 2007, “MIPL - Manohar International Private Limited”, is
involved in manufacturing, supplying and exporting of various industry based
products. The products that they offer are precision engineered by the experienced
professionals, who possess an immense knowledge and experience in their respective
fields.
MIPL, one of the worlds most trusted brands, is a name with a long history that powers
itself into new ventures. This trust extends to a series of products, services and solutions
that cover diverse businesses - from consumer care to cutting-edge information
technology. Over the years, their identity has evolved with their business, adapting to
changing global dynamics.
In this fast-changing world, MIPL believes it can leverage on its institutionalized
innovation culture to push the boundaries for delivering solutions that provide enhanced
value and direct impact for their customers.
MIPL is engaged in a continuous endeavour to maximize the realization of potential in its
employees and market opportunities by synergizing the multiple ventures of the Group;
thus, creating an optimum business model that benefits both, stakeholders and society.
MIPL is a business behemoth based in India having a global footprint with interests in
Infrastructure, Power, Global Trading, Logistics, Energy, Agro Business, Real Estate
Development etc. It is a name well established among the distinguished corporate entities
of India, with a young and highly motivated taskforce of professionals who are a prized
asset of the organization.
Their mentor, 'Mr. Dipak Sudhir Manohar', has always guided them in all their business
operations and hence, they have been able to achieve the set organizational targets.
Owing to his visionary guidance and extensive industry experience, they have been able
to gain clients across the world.

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Products
Industrial Packaging
Drum locking ring, Drum locking clamps, Drum closure
Plastic
Disposable bags, disposable trash bags, Disposable apron, Disposable cutlery
Surgical Instruments
Infusion set, Disposable Urine bag, Umbilical cord clamp, Oxygen Mask, Hypodermic
needles, Safety syringes
Paper Products
Tissue paper, Disposable Paper cup, Printed Paper cup
Aluminium Foils
Blister foil, Strip foil, Aluminium Paper Foil, Foil Lined Bags, Lidding Foil, Hairdressing
Aluminium Foil
Oil Drilling Raw Materials
Iron Oxide Pigments, Synthetic Iron Oxide Red, Synthetic Iron Oxide Yellow, Bentonite
Clay, Hematite Powder, Barite Powder, Filter Media, Magnetite Iron Ore
Animal Feeds
Cassia tora meal, Soya Bean Meal
Agro Product
Guar Seeds and Split, Tamarind Kernel Powder, Cassia Tora Seed, Cumin Seed,
Psyllium Seeds, Fennel Seed
Textile Printing Thickener
Carboxymethyl Tamarind Gum, Guar gum Powder, Guar Gum powder for Food Grade
Material, Fast Hydrating Guar Gum

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IIIEM
International Institute of Import Export Management
Established in 2008, iiiEM EXIM Training Pvt Ltd is concern company of MIPL which
recognized across globe as a leading Export Import Training Centre. They are committed
to provide the quality training of international business by their expert faculties and
mentors having experience of respective fields. They believe in enhancing the skills of
youngsters by providing training for entrepreneurship in Export business.
Mission Golden Bird
• One Stop Solution to Export – Import Services
• Training & Development
• Project Pragati – Export
• Project Udaan – International Trade Tours
• Project Khoj – Export Import Research & Consultancy
• Project Setu – Export Import Trade Website with DBMS
• Global Language Lab
• Shipping & Logistics Services

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Company Profile
Name of the firm Manohar International Pvt. Ltd.
Address 201, Iscon Avenue,
Near Choice Restaurant,
C.G. Road, Navrangpura.
Ahmedabad 380009.
Gujarat, India.
Phone no. + 91 7817030270
Website www.manoharinternational.com
Email info@manoharinternational.com
Establishment year 2007
Company logo
Director Mr. Dipak Sudhir Manohar
Forms of organization PVT. LTD.
Product Industrial Packaging products, Aluminium Foil,
Oil & Drilling Chemicals, Disposable products,
Surgical Instruments, Agro products, Paper
products, Plastic disposable
Annual turn over 6 Crore (Approx.)
Weekly off Saturday, Sunday
Market Foreign Country
Targeted Customer Wholesaler or manufacturer in Foreign country

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SWOT Analysis
• Knowledge of Export
• Multiple products
• Strong Ethics
• Expert in field
Strength
• Less people
• Less responsive
• Supplier
• Less margin
Weakness
• Increase no. of products
• Focus with products give
high marginOpportunities
• New entrance
• Manufacturer
• Govt. PolicyThreats

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Literature Reviews
1. Mr. Mitesh A. Hanwate (Asst. Professor at Indira Institute of Management Sciences)
had researched on “Digital Marketing and its effectiveness in Competitive age”
He researched to find out Elements of digital marketing and also to understand
various advantage of digital marketing to the customers. Through descriptive
secondary data and had found Online advertising, Email Marketing, Social maedia,
Text Messaging, Serch Engine Optimization (SEO), Pay Per Click (PPC) as effective
Elements of digital marketing and also found Advantages to the customer, Stay
updated with products, greater engagement, clear information about products or
services, share content of products or services.
2. Nozha ERRAGCHA & Rabiaa ROMDHANE In British Journal of Marketing Studies
research paper on “SOCIAL NETWORKS AS MARKETING TOOLS” Vol.2, No.1,
pp.79- 88, March 2014.
They found some classification of social media as part of digital marketing through
their research are as below.
a) Online publication of opinions or information
b) Content sharing sites
c) Tools or sites allowing real time discussions, video-supported or not
d) Tools for micro-blogging or publishing
e) Tools for social networking Personal ‘Live cast’ platform
f) Virtual networking platforms
g) Networked games sites
3. Afrina Yasmin, Sadia Tasneem, Kaniz Fatema Department of Business
Administration, Northern University Bangladesh in International Journal of
Management Science and Business Administration Volume 1, Issue 5, April 2015,
Pages 69-80, “Effectiveness of Digital Marketing in the Challenging Age: An Empirical
Study”
They had shown the correlation between the various elements of digital marketing
and increased sales, they had collected data from one hundred fifty firms who were
taking the various techniques or elements of digital marketing. They concluded that
every element of digital marketing is positively related to sales increase. They also
found many advantages to the customer. For example, stay updated with products or

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services is explained by 71.80% of digital marketing and the remaining 28.20% is
explained by another factor. Greater engagement is explained by 51.60% of digital
marketing and the remaining 48.40% is explained by another factor. Clear Information
about the products or services is explained by 62.90% of digital marketing and the
remaining 37.10% is explained by another factor.
4. Vinh N. Lu and Craig C. Julian University of Adelaide in Asia Pacific Journal of
Marketing and Logistics vol. 19, no. 2, pp. 127-144. published on “The internet and
export marketing performance: the empirical link in export market ventures” in 2007.
They had gathered Data via a self-administered mail survey of Australian exporters.
Their findings indicate that when the Internet was used to achieve a competitive
advantage for the firm and reduce the costs associated in doing international business
these uses of the Internet were significant in discriminating between high and low
export marketing performance.
5. Social Beat releases the Digital Marketing Industry Report 2016 19 Jul, 2016 by Vikas
Chawla Survey received 376 responses across Chennai, Bangalore, Hyderabad.
Their research resulted with
a) Brand Awareness & Lead Generation are the primary goals for most brands
b) Measuring ROI from digital marketing is the biggest challenged faced
c) 87% brands leverage digital & 38% of them allocate 1/3rd budget to digital
marketing
d) Facebook & Google are still the most popular digital marketing channels

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Research Methodology
What Is Research Methodology?
The process used to collect information and data for the purpose of making business
decisions. The methodology may include publication research, interviews, surveys and
other research techniques, and could include both present and historical information. A
detailed outline of how an investigation will take place. A research design will typically
include how data is to be collected, what instruments will be employed, how the
instruments will be used and the intended means for analysing data collected.
Research Process:
1. Define the problem
2. Research Design
3. Objectives
4. Sources of data collection
5. Sample size
6. Sampling method
7. Data Analysis
8. Limitation of the study
Step1: Define the Problem
• Research always starts with a problem or a question.
• Its purpose is to find the solution to the problem or answer to the question.
• It is a systematic and intensive study directed towards more complete knowledge
of the subject studied.
In this project, we are trying to find the answer to the following
Question: -
To find the effectiveness of Digital Marketing with respect to Manohar International
To find the Strategic Gap with respect to Digital Marketing Strategy of Manohar
International Pvt. Ltd.
Step 2: Research Design
• I have used Descriptive Research Design.

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• I have chosen this research design because the main goal of this research design
is to describe the data and characteristics about what is being studied.
• Descriptive research design is a fact-finding investigation with adequate
interpretation.
• It focuses on particular aspect or dimension of the problem studied.
• It is designed to gather descriptive information.
Step 3: Objectives
Primary Objective:
To understand the Digital Marketing Strategy of Manohar International Pvt. Ltd.
Secondary Objectives:
o To understand Actual and possible Digital Marketing Strategy of Manohar
International Pvt. Ltd.
o To identify the overseas Digital Marketing Strategy for Small & Medium Export
Units.
Step 4: Sources of Data Collection
o Data means facts or numbers collected for examination. There are two methods
for data collection: primary data collection and secondary data collection.
o Primary data are the data which are gathered by the researcher for his own
purpose.
o Secondary data are the data which are gathered by some other person or
institution for some other purpose and used by the researcher for his own purpose.
o In this project, Secondary data is collected from Google Analytics, websites,
research papers, books and brochures.

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Digital Marketing
Digital Marketing Definition. Digital marketing is a form of direct marketing which links
consumers with sellers electronically using interactive technologies like emails, websites,
online forums and newsgroups, interactive television, mobile communications etcetera
(Kotler and Armstrong, 2009).
Digital marketing (also known as data-driven marketing) is an umbrella term for
the marketing of products or services using digital technologies, mainly on the Internet,
but also including mobile phones, display advertising, and any other digital medium.
Digital Marketing
SEO
Off Page
On Page
Social Media
Face Book
Linked In
Twitter
Google Plus
PPC (Google
Adwords)
Search campaign
Display campaign
Video campaign

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SEO
SEO is a marketing discipline focused on growing visibility in organic (non-paid) search
engine results. SEO encompasses both the technical and creative elements required to
improve rankings, drive traffic, and increase awareness in search engines. There are
many aspects to SEO, from the words on your page to the way other sites link to you on
the web. Sometimes SEO is simply a matter of making sure your site is structured in a
way that search engines understand.
Search Engine Optimization (SEO) is the process of affecting the visibility of a website or
a web page in a web search engine's unpaid results—often referred to as "natural",
"organic", or "earned" results. In general, the earlier (or higher ranked on the search
results page), and more frequently a site appears in the search results list, the more
visitors it will receive from the search engine's users; these visitors can then be converted
into customers. SEO may target different kinds of search, including image search, video
search, academic search, news search, and industry-specific vertical search engines.
SEO differs from local search engine optimization in that the latter is focused on
optimizing a business' online presence so that its web pages will be displayed by search
engines when a user enters a local search for its products or services. The former instead
is more focused on national searches.
As an Internet marketing strategy, SEO considers how search engines work, what people
search for, the actual search terms or keywords typed into search engines and which
search engines are preferred by their targeted audience. Optimizing a website may
involve editing its content, HTML, and associated coding to both increase its relevance
to specific keywords and to remove barriers to the indexing activities of search engines.
Promoting a site to increase the number of backlinks, or inbound links, is another SEO
tactic. By May 2015, mobile search had surpassed desktop search. Google is developing
and pushing mobile search as the future in all of its products. In response, many brands
are beginning to take a different approach to their internet strategies.
Activity of Search Engine Optimization Can be divide in two parts.
1. Off Page SEO Activity
2. On Page SEO Activity

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Off Page SEO Activity
Off-Page SEO refers to all the things that you can do directly OFF your website to help
you rank higher, such as social networking, article submission, forum & blog marketing,
etc.
1. Search Engine Submission
Search engines will eventually find your site online, but that can take a while. To
speed everything up, you should submit your website to the most popular search
engines like Google, Yahoo, Bing, etc.
2. Local Listings
Depending on your site’s niche, you might find that listing in local directories may
be useful. You may have a website promoting your local business, therefore
instead of going global and facing huge competition, listing your website locally,
so that search engines can easily view your website and fetch the content, will be
much better. This will help you to reach a targeted audience. Submit your website
to sites like; Google Local, Maps, Yahoo Local, Yellow Pages, etc.
3. Social Networking Sites
Social Networking is bigger than ever these days! Sometimes known as “Online
Reputation Management”, getting involved with social media sites is the
fundamental step with which you begin to advertise, market and build your online
reputation within your niche.
You need to sign up to the most popular social networking sites, such as;
Facebook, LinkedIn, Twitter, Google+, etc., and create yourself a profile of your
own. This allows you to extend your online network of contacts, to connect and
interact with your friends, to share things with each other, and most importantly
promote your website/blog and help build your online reputation.
4. Blogging
Blogging is one of the best ways to promote your website online! By writing a blog
for your website, you give a reason for visitors to keep returning to your site and
keep up to date with your latest posts. It also helps search engines to crawl your
site more frequently, as they have to update your latest blog post entries, which
ultimately helps you rank higher in search engine results pages (SERPs).You need
to produce and include lots of unique content for your blog, such as; Infographics,
Top Lists, How To…Tutorials, Viral Videos, etc. Try to remember to be clear and

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concise in what you are trying to convey to your readers within your blog posts,
don’t waffle.
To help you promote your blog, submit it to niche blog directories and blog search
engines.
5. Article Submission
If you write your articles yourself, then you can submit them to popular article
directory sites like; Ezine, Go Articles, Now Public, etc. This can help drive traffic
to your site, whilst you can also gain some links to your site from other people
(though it’s usually a slower process).
6. Blog Marketing
Post comments on other blogs within the same niche as yours, which allow you to
add a link in the comments section. These links can then be crawled by search
engines, helping to point them towards your site. These blogs are commonly
referred to as “Do-Follow” Blogs (Just like ours, where you can comment below!).
7. Forum Marketing
Find forums online that are related to your sites niche and get involved within that
community. Reply to threads, answer people’s questions, offer advice, etc. This
all helps to build up your reputation as someone who is an expert within that niche.
Try to use “Do-Follow” Forums so that you can include a link to your site within
your signature, which helps search engines crawl your site.
8. Directory Submission
Many people may say that directory submission is dead! I believe that it isn’t as
you are increasing the likely hood of people seeing your website. It is purely based
on how effectively we are selecting those directories and how efficiently we are
choosing the category for submission. You could submit to general directories, but
for maximum effect, you are better off submitting to niche directories. Of course, I
agree that it gives quite delayed results, but it is worth doing it.
9. Social Bookmarking
Social Bookmarking is another great way of promoting your website. Submit your
latest blog posts and pages to the most popular bookmarking sites, like Stumble
Upon, Digg, Delicious, Reddit, etc. Search engines really like these types of sites
because the content on these sites is updated very frequently.

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You should be very careful while doing this and you must properly handle the tags
which are very essential to broadcast your news on a wide area network. This may
increase your website traffic based on how effectively you have participated.
10.Link Baiting
Link baiting is another popular way of promoting your site. If you produce a really
popular unique post for your site, then other people may want to link to it. Perhaps
you have copied/published another website’s content on your site, don’t forget to
place their website link as a reference. Do it for others and, if your content is
trustworthy, let others do it for you. This is another way to increase your link
popularity.
11.Photo Sharing
If you have used any of your own photos or images on your site, then you can
share then on many of the major photo sharing websites like Flickr, Picasa, Photo
Bucket, etc. Other people will be able to see them and comment on them, hopefully
following a link to your site.
12.Video Marketing
Just like photo sharing, if you have any videos that you have used on your site,
then you can submit them to sites like; YouTube, Vimeo, etc. allowing people to
find your content in other ways.
13.Business Reviews
Write reviews about others businesses or ask your friends/clients to write a review
of your business in major business review sites like Rate it All, Shvoong, Kaboodle,
Style feeder, etc.

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On Page SEO Activity
On-Page SEO refers to all the things that you can do ON your website to help you rank
higher, such as page titles, internal linking, meta tags & descriptions, etc.
1. Google Analytics Setup
2. Webmaster Setup
3. Meta Title
4. Meta Description
5. Keyword usage & density
6. Headings tag H1, H2
7. Robot.txt
8. Sitemaps
9. SEO friendly URL
10.Image Alt. tag
11.Social Media Sharing button
12.URL canonicalization
13.Mobile friendly

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Social Media
Social media marketing refers to the process of gaining traffic or attention through social
media sites.
Social media itself is a catch-all term for sites that may provide radically different social
actions. For instance, Twitter is a social site designed to let people share short messages
or “updates” with others. Facebook, in contrast is a full-blown social networking site that
allows for sharing updates, photos, joining events and a variety of other activities.
Social media often feeds into the discovery of new content such as news stories, and
“discovery” is a search activity. Social media can also help build links that in turn support
into SEO efforts. Many people also perform searches at social media sites to find social
media content. Social connections may also impact the relevancy of some search results,
either within a social media network or at a ‘mainstream’ search engine.
Posts on Social Media helps to acquire visitors on our web site for that we can post in
various way with different images and different message for different products. We can
also create paid advertisement campaign on social media. Here some media as below.
• Facebook
• LinkedIn
• Twitter
• Google Plus
• YouTube
• Instagram
• Pinterest

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PPC (Google AdWords)
PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a
fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your
site, rather than attempting to “earn” those visits organically.
Search engine advertising is one of the most popular forms of PPC. It allows advertisers
to bid for ad placement in a search engine's sponsored links when someone searches on
a keyword that is related to their business offering. For example, if we bid on the keyword
“PPC software,” our ad might show up in the very top spot on the Google results page.
Google AdWords
Google AdWords is the single most popular PPC advertising system in the world. The
AdWords platform enables businesses to create ads that appear on Google’s search
engine and other Google properties.
AdWords operates on a pay-per-click model, in which users bid on keywords and pay for
each click on their advertisements. Every time a search is initiated, Google digs into the
pool of AdWords advertisers and chooses a set of winners to appear in the valuable ad
space on its search results page. The “winners” are chosen based on a combination of
factors, including the quality and relevance of their keywords and ad campaigns, as well
as the size of their keyword bids.
More specifically, who gets to appear on the page is based on and advertiser’s Ad Rank,
a metric calculated by multiplying two key factors – CPC Bid (the highest amount an
advertiser is willing to spend) and Quality Score (a value that takes into account your
click-through rate, relevance, and landing page quality). This system allows winning
advertisers to reach potential customers at a cost that fits their budget. It’s essentially a
kind of auction. The below infographic illustrates how this auction system works.

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Current Digital Marketing Activities
Current Off Page activity
There numerous activity out of them some are as follow
✓ Availability on Search engines
✓ Local listing
o Maps
o India Mart
o Exporter India
o Justdial
o potatopro
o Zaubacorp
✓ Availability on Social Networking sites
o Facebook
o LinkedIn
o Blogger
o Twitter
✓ Directory Submission
✓ Video Marketing
✓ Business Reviews
Current On Page activity
✓ Meta Title
✓ Meta description
✓ Meta keywords
✓ Social Media Sharing Button
✓ Mobile Friendly
✓ URL canonicalization

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Current Activity on Social Media
There is no more paid or organic activity on social media once shared only link of website
on Facebook page and on page of other social media (LinkedIn, Google+, Twitter) just
showing information of Manohar International Pvt. Ltd.
Current Activity of PPC (google AdWords)
There is no activity with PPC or Google AdWords by Manohar International Pvt. Ltd.

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Analysis of Visitors
Sessions Through Social Media
49%
14%
14%
13%
4%
3%
2% 1%0%0%0%
Facebook LinkedIn YouTube reddit
Twitter Stack Exchange Blogger Quora
Instagram Naver Tumblr

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Visitor’s Country

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Chart of Visitors Country

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Result of Analysis
Considering data of Google analytics, we can conclude with new Digital Marketing Plan
for Manohar International Pvt. Ltd. Here we will consider all those activity MIPL doing
now and effect of it. Company is doing better off page activity which doesn’t require any
more improvement. While considering on page activities it requires for improvement like
sitemap, SEO friendly URL, Social Media Button.
In social media, we have more acquisition through Facebook and LinkedIn. So, we should
be more active on both of this as marketers and also start paid campaign because of
variation in our targeted countries and visitor’s country. Facebook and LinkedIn Advert
providing option for targeting audience which helps to touch our actual target or potential
customers.

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Digital Marketing Activities Can be Done
On Page Activity
Sites Map
Think of a sitemap as a list of files that give hints to the search engines on how they can
crawl your website. Sitemaps help search engines find and classify content on your site
that they may not have found on their own. Sitemaps also come in a variety of formats
and can highlight many different types of content, including video, images, news, and
mobile.
Sites map helps crawler to focus more on those pages of our website which are more
important in context of marketing of company. Through sitemap we can give priority as
follow.
Home page 1.0
Product page 0.8
Other pages 0.5
SEO friendly URL
As shown in SEO check-up report 77 URL are not SEO friendly which need to make
precise regards with product name.
Eg.
http://www.manoharinternational.com/product/manufacturer-imported-needle-medical-disposable-syringe-
needle-medical-plastic-syringe-medical-hypodermic-needle-suppliers-medical-disposables-stainless-steel-
disposable-needle-exporter-ahmedabad-india-cid_191-pid_61.html
www.manoharinternational.com/product/hypodermic-needle

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Social Media Sharing Button
Social media sharing button on http://www.manoharinternational.com/ are not working as
shown in SEO check-up report.
It can be linked with our website for better SEO and customer engagement through social
media.

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Free Campaign through post on Social Media
We can promote through the different posts on social media as well as in Google My
Business post. We can include details of our product, Application of products, technical
details of product, link of site, updates in products, new launching etc.
Share post in Groups of Social Media
Social Media providing one of the effective option for increase awareness of our product
in targeted segment of targeting country. We can use different groups related our product
and targeted customer. E.g. USA Business Network, Asia Import Export, Import Export
Canada, Turkey buy sell import export stock products manufacturer, Worldwide
Import/Export, German Exporters and Importers etc.
Use of #tag
It is facility of major social media which helps user to found posts related to #tag. In place
of tag as an exporter we can use tags like Manufacture, Supplier, Exporter, India, Make
in India and product name & synonyms.
Example Post for social media
Purchase or Import Fiber drum locking ring at lowest price.
Get Quotation now For more details visit
http://www.manoharinternational.com/product/drum-locking-ring-manufacturer-
exporter-trader-cid_2-pid_1.html #manufacturer #makeinIndia #drumlockingring

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Paid Campaign through Social Media & AdWords
We can create paid Campaign on Facebook, LinkedIn, Google AdWords, Twitter. We can
design by considering visit analysis of website and our targeting country, Audience
category etc.
As per report of Google Analytics highest visitors from Facebook and second highest
from LinkedIn. So, we will do more with both and also with Google AdWords.
Paid Activities Through Facebook
Facebook

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Learnings
Management Learning
• Team management regard with their enthusiasm and dedication for work
• Strategy formation
• Controlling of team member
• Work allotment
• Professional relation building & maintaining
Digital marketing
o On page SEO
o Off page SEO
o Digital Marketing strategy
o Use of Free tools
o Organic Strategy
o Paid Digital Marketing

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Paid Activities through LinkedIn

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Conclusion
Throughout my training at Manohar International Pvt. Ltd. I had learnt lots of things
related with Export business as well as Digital Marketing. I learnt the digital marketing it
features, usefulness for international business, its effectiveness and also learnt strategy
formation for effective Digital Marketing of export business from the Digital Marketing
team of IIIEM.
By studying the digitlal marketing strategy of MIPL, I found that digital marketing is the
cost effecetive tool for SME as it covers large mass by paying a little cost.
MIPL found my suggested plans really useful. So Company is going to include my
suggestions in their future digital marketing strategy.

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Reference
https://en.wikipedia.org/wiki/Digital_marketing
http://www.iiiem.in/mission-golden-bird.html
https://en.wikipedia.org/wiki/Foreign_trade_of_India
http://data.worldbank.org/indicator/NE.EXP.GNFS.KD.ZG?end=2016&start=1965&view
=chart
http://www.trademap.org/Country_SelProductCountry_TS.aspx?nvpm=1|699||||TOTAL||
|2|1|1|2|2|1|2|1|1
http://www.trademap.org/Product_SelCountry_TS.aspx?nvpm=1|699||||TOTAL|||2|1|1|2|
2|1|1|1|1
https://en.wikipedia.org/wiki/Search_engine_optimization
https://moz.com/beginners-guide-to-seo
https://moz.com/beginners-guide-to-seo/how-search-engines-operate
http://onlineincometeacher.com/traffic/off-page-seo-techniques/
http://onlineincometeacher.com/traffic/on-page-seo-techniques/
http://searchengineland.com/guide/what-is-social-media-marketing
http://www.wordstream.com/ppc
https://moz.com/beginners-guide-to-seo/search-engine-tools-and-services
https://www.facebook.com/ads/manager/creation/creation/?act=639246799527441&pid
=p1

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