Project report on promoting Future Retail's brand through digital marketing

Project report on
PROMOTE BRAND IN DIGITAL MARKETING
Submitted to
DEZYNE E’COLE COLLEGE
By
VARUN BAYLA
Towards the partial fulfillment of 3rd
year in
Bachelors of Business Administration
DEZYNE E’COLE COLLEGE
106/10 Civil Lines, Ajmer – 305001
www.dezyneecole.com

A
Project report on
PROMOTE BRAND IN DIGITAL MARKETING
Field of management
Submitted To
DEZYNE E‟COLE COLLEGE
By
VARUN BAYLA
Towards the partial fulfillment of 3rd
year in Bachelors of
Business Management
DezyneE‟cole College
106/10 civil lines, Ajmer
0145-2624679
www.dezyneecole.com
2016-2017

FUTURE
RETAIL LTD.
COMPANY
Portfolio management
Varun Bayla, Bachelors of Business
Administration
www.Dezyneecole.com

ACKNOWLEDGEMENT
I would like to express my gratitude towards FUTURE
RETAIL LTD. COMPANY for giving me an opportunity
to work as a summer intern for the duration of one and
half month as a part of training of our course. I express
my gratitude to all those who initiated and help me in the
successful computation of this project.
I express sincere gratitude to MR. TARUN KANOJIA
(marketing head, Noida) and our faculty guide MISS
NEHA BAGGA for supporting us during the project
work.
I also take this opportunity to express my ineptness to
MRS. VINITA MATHUR, principal “DEZYNE E‟COLE
COLLEGE, AJMER” for her corporation and
affectionate encouragement. I also thank to my all
faculty members for their suggestion and advices.
Also I am thankful to my parents and family members
who are my constant source of inspiration in every field
of life and due to them I am whatever I am today.
Thanking you
With regards
VARUN BAYLA
(MANAGEMENT)

GRADE SHEET
106/10 civil lines
AJMER- 305001(Raj)
Tel:- 0145-2624679
This project of MR. VARUN BAYLA of
BACHELORS OF BUSINESS ADMINISTRATION
of 3rd
year program of BBA has been graded as
Thanking you
Principal
(Seal and signature)

SYNOPSIS
This project was undertaken as my summer
internship at Future Group Hometown. During
the internship period of 45 days, I worked on the
topic promote brand in digital marketing.
The project actually focusing on promoting
brand, sales promotion, product knowledge,
door to door services, identifying customer
needs and I have tried explaining the things
through charts, diagrams.
I reached at a conclusion that this project is
a study procedure of all activities, I undertook to
deal with the project promote brand in digital
marketing and I hope I have attendant it well as
per the knowledge and process.

CONTENT
Chapter – 1
 Introduction of Management.
 Introduction of Future Groups.
 Introduction of Future Retail.
 Introduction about Hometown.
Chapter – 2
 Project of study.
 What is Digital Marketing?
 Uses of Digital Marketing.
 Current scenario of Digital Marketing.
 Importance of Digital Marketing.
Chapter – 3
 Objectives of study.
 Strategies of Future Group.
 Online Selling.
 Promotional activities in Marketing.
 Website Promotion.
Chapter – 4
 SWOT analysis.
 Recommendation.
 Limitations.
 Conclusion.

 Bibliography.
Chapter – 1
 Introduction of
management.
 Introduction of future
groups.
 Introduction of future retail.
 Introduction about
hometown.

INTRODUCTION OF MANAGEMENT
As per the studying criteria of three years of bachelors degree
of management field every student has to undergo a practical
training of45 days. According to the interest of the student the
training is a vocational training in the organization to learn more
about the working scenario of an organization and a project by
the person whom one is posted during the training period. I had
undergo a practical from Future Group, Hometown.
In the present scenario the practical training is an essential part
of management stream. It helps an individual to visualize the
management practices in the theoretical aspects in which we
have learnt Business information system, Purchase
Management, Business Research, Quality Management
etc.
After the completion of training period every student have to
make a training report to showcase my work, which I had done
in an organization in my training period. The project report
contain the chapters likewise, Company profile, Digital
Marketing, Online Selling etc.
This project work is based on the above subjects whom we
learn in our three year degree program.
A project report is divided into two major parts the first is
Primary parts which gives a brief study about Company
profile, Product Classification etc.
The second part is Secondary Part which gives a brief study
about Research Tools, Market Study, Objectives of Study,
and Introduction of management etc.

These are the aspects which I have discussed in my internship
project work at Future Group, Hometown in Noida for 45
days.
This is the annual report which presents the aspects of the
practical training taken by me. The criteria on which I had
undertaken my training and present my project work is
“Promote Brand In Digital Marketing” for understanding the
efficient and better functioning of the organizations and for
taking an practical knowledge about the effective working of the
organization to enhance and boost up my skill set.

Future group
As India‟s leading retailer, Future Retail inspires trust through
innovative offerings, quality products and affordable prices that
help customers achieve a better quality of life every day. We
serve customers in 95 cities across the country through over 10
million square feet of retail space. Future Retail is the flagship
company of Future Group, India‟s retail pioneer catering to the
entire Indian consumption space. Through multiple retail
formats, we connect a diverse and passionate community of
Indian buyers, sellers and businesses. The collective impact on
business is staggering: Over 300 million customers walk into
our stores each year and choose products and services
supplied by over 30,000 small, medium and large
entrepreneurs and manufacturers from across India. This
number is set to grow.
Future group is company of retail sector. Future retail is the part
of future group. Home town is the retail store of future retail.
Future group is the
biggest retail company
in India.
Future group is an
industry which was
established in 1994 at
Mumbai and a founder
of future group was
Mr. kishorbiyani. The
company is known for
having a significant
prominence in India
retail and fashion

sector with popular super market chain. Like big bazaar, food
bazaar, home town, life style, brand factory and also or having
notable presence integrated food and FMCGs manufacturing
sector. Future group employees around 36000 people.Directly
from section of our society.Company source its supplies from
enterprise across the country. Creating fresh employment –-
impacting live hood empowering local communities and
foresting mutual goods.
Future retail was incorporated in 1987 as means wear, which
launched pantaloons trouser. itbecame India‟s 1st
formal trouser
brand. It‟s India‟s leading retailer that operates multiple retail
formats in both value lifestyle segments of the Indian consumer
market. Head quarter in Mumbai, the company operates over
16 million square feet of retail space, has over 1000 stores
across 73 cities in India and employee over 30000 people.
Future formally known as pantaloons retail LTD. And future
venture India agreed in November 2012 to demerge their
fashion business into a new listed unit that will simplify the
business in to three main segments. The company‟s leading
formals include pantaloon a chain of fashion outlets, big bazaar
a uniquely Indian hypermarket chain.
Future retail is the flagship company of future group India‟s
retail pioneer catering to enter Indian consumption space.
Through multiple retail formats, we connect a diverse and
passionate community of Indian buyer, seller and businesses.
The collective impact on business is staggering over 330 million
customers walk into our stores each year and chooses
products. Future retail makes every effort to delight its
customers, tailoring stores formats to changing Indian lifestyle
and adapting products and services to their desires. We
operate some of India‟s most popular hypermarket and home

solution retail formats, across value and lifestyle segments our
multi format retail strategy cutters to various consumption
needs of a wide cross section of Indian consumers.
Our business aim to maintain one focus on increasing
consumption demand through innovative engagement
activities.
Our aim to continue on our growth path through a combination
of realization efficiency and space expansion. Our aim is to
maintain the momentum to top line growth through continuous
efforts to increase stores efficiencies and productivity as
evident is improved.
As modern retail drives fresh demand and consumption in new
categories, our strategy is based on a deep understanding of
Indian consumers the products they want, and making these
products available in every city in every store format. We are in
line with our broad objective of being a catalyst in India‟s
consumption-led growth and being a positive agent of change
in the communities we serve.
FUTURE GROUP is India‟s leading business group that
caters to the entire Indian consumption space. It was lead by
MR. KISHORE BIYANI. The future group operates through 6
verticals – RETAIL, CAPITAL, BRANDS, SPACE, and MEDIA
AND LOGISTICS. The future group India was established in
1994 in order to provide diverse services in India and global
market. There headquarters are located in Mumbai. It deals in
retail, finance of service sector. Future group‟s product comes
under the category of durable as well as non durable goods. It
offers perishable products, food items which are frequently
approached by consumers. They also offer clothing, apparel,
home décor items, furniture which come under the category of
non durable.

The Future Group serves the products which are
depending on the habits of consumer. Through their strategic
investment and services, the future of future group shows a
rising star in the business sky of India, basically the FUTURE
GROUP is a private limited company which deals in future
retails. The retails business of future group in India is divided
into various leading retail formats, which deals in integrated
foods and other FMCG‟s. it provides services like super
markets, discount store, insurance, logistics and media. The
companies is also known for its popular super market chains
like BIG BAZAR, FOOD BAZAR, and LIFESTYLE and also
have stores like BRAND FACTORY, HOMETOWN, CENTRAL
etc. future retail and future lifestyle fashions are two operating
companies of future group are among the top retail companies.
Retail
Insurance
Services
Future group is a corporate group and nearly all of its business
is managed through its various operating companies based on
the target sectors. Future group business focus on developing
and operating modern retail, brand and distribution networks for
the consumption sector in India, built over more than two
decades, the group‟s flagship companies focus on three distinct
business –supermarket business operated by future retail
limited, an integrated lifestyle fashion business operated by
future lifestyle fashion limited and a FMCG‟s and food

distribution business operated by the future consumer
enterprise limited.
Every day, Future Group brings multiple products,
opportunities and services to millions of customers in India.
Through more than over 17 million square feet of retail space,
we serve customers in 102 cities across the country. Most of
all, we help India shop, save and realize dreams and
aspirations to live a better quality of life every day.
As India‟s leading multi-format retailer Future Group
inspires trust through innovative offerings, quality products and
affordable prices that help customers achieve a better quality of
life every day.
Future Group‟s businesses focus on developing and operating
modern retail, brands and distribution networks for the
consumption sector in India. Built over more than two decades,
the group‟s flagship companies focus on three distinct
businesses – hypermarkets business operated by Future Retail
Limited, an integrated lifestyle fashion business operated by
Future Lifestyle Fashion Limited and an FMCG and food
distribution business operated by the Future Consumer
Enterprise Limited.
Big Bazaar is not just another hypermarket; it caters to every
need of your family. Where Big Bazaar scores over other stores
is its value for money proposition for Indian customers. We
guarantee that at Big Bazaar you will definitely get the best
products at the best prices. With the ever-increasing array of
private labels, it has opened doors in the world of fashion and
general merchandise, including home furnishings, utensils,
crockery, cutlery, sports goods and much more at prices that
will surprise you. And this is just the beginning. Driven by
aspirations, Future Retail is fuelling a retail transformation in
India and finding innovative ways to drive growth. In every
business that we are in, in every engagement we have entered,

in every relationship, our human capital is the first point of
leverage. Our people give Future Retail its energy, culture and
ideas.
We encourage our employees to think independently, explore
innovative ideas and make the best of our retail success story.
Future Retail aspires to be an employer of choice in Indian
retail - offering exciting new possibilities and encouraging
people to rise up to new challenges every day. We engage
people who are passionate about what they do, who want to
make a difference in the lives of customers, and who live our
brand pillars of Indian‟s, valuing and nurturing relationships and
leading positive change.
At Future Retail we are committed to the growth and
development of our human assets. With an empowering,
entrepreneurial culture, we work with the passion and
enthusiasm of our people for renewed success.
Dream Big Grow Far.
We're growing in dynamic ways and are looking for people who
will enable us to continue our success. We are looking for
people who are passionate, adaptable, self-motivated, team
players and who reflect our ideology - "Rewrite rules. Retain
values".
If you share our passion for success, we invite you to be a part
of an amazing success story by taking up exciting growth
opportunities with us.
Future Group is an equal-opportunity employer. We encourage
people to join us from all walks of life. To this end, we have
implemented numerous training programs that provide our
employees avenues for advancement. Our unflagging efforts
have ensured that over 80 percent of our people have been
positively impacted. This has helped us identify and nurture
Future leaders and bringing fresh energy and perspective to the
business.

CRATIVE AND CONFIDENCE
PERONAL DESIRE FOR KNOWLEDGE AND SKILL – BUILDING
ABILITY TO WORK EFFECTIVELY IN TEAMS
FIRMNESSIN HANDLING PRESSURE SITUATIONS
PASSIONTO INNOVATE
STRONGCOMMITMENTTO NATION – BUILDING
In potential employees, we value
Future Group looks to employee expertise to combine and
sustain business and community growth. We are fully
committed to India‟s socio-economic development and seek the
same values in those looking to be part of the Future Group
family.
Opportunities at future retail:
There's no better place than Future Group to take your first
steps into the world of Indian retail. Discover the exceptional
support, learning and growth opportunities across our business.
Taking your career further:
If you're talented, experienced and committed, but are looking
for new challenges, in an environment where you can achieve

more and genuinely impact the business, then Future Group
has limitless opportunities for you.
Corporate:
Future Group‟s mission is to help millions of people in India live
a better quality of life every day. But, helping people live better
requires more than just saving them money; it is about
streamlining our operations in a way that helps people, protects
the environment and drives business growth.
Helping Future Group fulfill its mission is an opportunity to
make a difference in a unique and powerful way. If our
businesses, mission and work ethos appeal to you, explore the
career opportunities we have to offer in our corporate office.
Stores:
Every day millions of customers turn to Future Group to realize
their dreams and aspirations to live a better quality of life every
day. This means as a Future Group associate your objective is
to help customers through the value we offer in our products,
and the values we practice in our everyday work.
Sambandh program for suppliers:
Our Sambandh program aims to foster an environment
combining our strengths to create immense value for our
supplier partners and in turn, nurture mutual growth.
Our suppliers are key players who spot and capture consumer
trends. We strongly believe that our vision of serving every
Indian consumer will be realized if we abide by our dictum of
“Valuing and Nurturing Relationships” with our partners and
suppliers. If we succeed in creating this troika of Future
Group-Supplier-Consumer, we will succeed in serving every
need of our customers.
There are three main aspects of the Sambandh program:

Collaborating in business planning and management to ensure
optimal growth
 Combining our strengths to garner resources needed for
expansion to meet our growth needs
 Creating joint business plans to provide the visibility needed for
planning
 Providing access to the performance of products on a regular
basis
 Joint strategic reviews to analyze performance and arriving at
decisions in a transparent manner
Leveraging Future Group resources and making life easier
for you
 Extending Future Parivaar resources, including facilities and
space
 Information sharing
 General assistance
Putting our strengths together to create a unique position
in the marketplace
 Combining our strengths and creating a unique value
proposition through sharing of consumer insights and product
knowledge, joint brand-building, value engineering and
developing new products.
Future supply chains:
FSC (Future Supply Chain Solutions Ltd.) is India's first fully
integrated and IT enabled end- to- end Supply Chain and
Logistics service provider in India. It provides services to large
corporate in Food & FMCG; Apparels, Footwear & Accessories;
Consumer Electronics & Hi- Tech; Automotive; Pharma and
Light Engineering domain.
Promoted by Future Group and Fung Capital, FSC has been a
pioneer in modernizing supply chain and logistics by
implementing global best practices in the Indian context. This
has enabled FSC to provide customized Supply Chain

Solutions & Services which reduce Time- to- Market and Cost-
to- Market of customers
Future Supply Chains Offerings:-
FSC Supply Chain Solutions
FSC Supply Chain Solutions team studies the business
imperatives of customers and designs customized supply chain
solutions in collaboration with the customers like:
 Supply chain consulting to define business needs and logistics
opportunities.
 Distribution and Transportation network analysis and design
 Warehouse and Facility modeling and layout, including
evaluation of Infrastructure and mechanization needs
 Evaluation and implementation of Technology.
 Labor management opportunity assessment.
 Operational analysis and improvement
 3PL capabilities of high-end Warehousing, Express and
Customized Movement Solutions.
For more information
FSC Supply Chain Services:
FSC‟s Service offerings include:
FSC Contract Logistics (Warehousing and Distribution)
 GST Ready Network across all High Growth Consumption
Clusters of India
 Facilities are Built-to-Suit, Multi-user and Scalable
 Deploying global best practices in Technology & Automation;
Indian sing and Indigenizing to suit Indian conditions
 Robust Distribution & Last Mile Fulfillment Network, providing
end- to- end solutions
FSC Express Logistics (Express transportation services)
 Safe, secure & all-weather movement through a dedicated fleet
of containerized vehicles.
 Online, Real time consignment tracking through GPS enabled
Vehicle Tracking System
 24/7, Online Customer Portal which gives end- to- end visibility
from pick- up to delivery

Future learning and development:
Future Group addresses opportunities in the education,
learning and skill development space through Future Learning‟s
three unique lines of business which leverage the group‟s
understanding of the consumer-centric business.
Future Learning
In 2008, Future Group established Future Learning whose
unique strength lies in its rich experience in the learning and
development domain, especially across the retail industry.
Future Learning‟s three focused lines of business are Future
Lead, Future Innoversity and Future Sharp.
Future Learning offers
Organizational Solutions through Future Lead
Future Lead functions as a centre of learning. It offers a range
of customized programmers in leadership, management,
personal effectiveness, sales maximization, business
processes and customer retention. It also offers audit and
consultancy services to corporate clients
Higher Education through Future Innoversity:
Under the aegis of Future Innoversity, Future Learning offers
graduate, post-graduate, diploma and certificate programmers.
The graduate and post-graduate programmers are offered in
collaboration with Indira Gandhi National Open University
(IGNOU).
Skill development through Future Sharp:
In collaboration with the Ministry of Rural Development (MORD)
and National Skill Development Corporation (NSDC), Future
Sharp offers skill development programmers to make below-
poverty-line youth employable.

Future Retail
Winning the Hearts of Indian Consumers:
Future Group was conceived as a force to drive domestic
consumption and capture every addressable need of Indian
consumers.
Future Group makes every effort to delight its customers,
tailoring store formats to changing Indian lifestyles and
adapting products and services to their desires.
The group is credited with creating some of India‟s most
popular retail chains. The hypermarket chain, Big Bazaar is
ranked amongst the top 3 service brands in the country by The
Nielsen Company. Other retail chains include, department store
chain, central, outlet stores chain, Brand Factory, sportswear
chain, Planet Sports, home improvement and consumer
durables chain, Hometown and E zone, supermarket chain,
Food Bazaar, convenience stores chain, KB‟s Conveniently
Yours and a growing rural distribution network through
Aadhaar.
As modern retail drives fresh demand and consumption in new
categories, our strategy is based on a deep understanding of
Indian consumers, the products they want, and making these
products available in every city, in every store format. Future
Group offers innovative offerings at affordable prices tailored to
the needs of every Indian household.
 Pioneers in the India‟s retail space, our formats are household
names in more than 102 cities across the country
 Our stores cover around 17 million square feet of retail space
and attract around 300 million customers each year
 Future Retail Limited focuses on the hypermarket &
supermarket business led by formats like BB, FB, fbb, Food
hall, Hometown & E zone.

 Future Lifestyle fashion focuses on the fashion businesses
with brands & retail formats like Central, Brand Factory, Planet
Sports, I Am in and all.
 Future Consumer Enterprise Ltd is group's integrated food
company with Food & FMCG brands & retail formats like
KB‟s conveniently yours &Aadhar. It also has Interest in Food
Parks.
FSC SUPPLY CHAIN SOLUTIONS:
Means: - Future Supply Chain
It help full to do Retail services. Uses of FSC is
FSC Supply Chain Solutions team studies the business
imperatives of customers and designs customized supply chain
solutions in collaboration with the customers like:
 Supply chain consulting to define business needs and logistics
opportunities.
 Distribution and Transportation network analysis and design
 Warehouse and Facility modeling and layout, including
evaluation of Infrastructure and mechanization needs
 Evaluation and implementation of Technology.
 Labor management opportunity assessment.
 Operational analysis and improvement
 3PL capabilities of high-end Warehousing, Express and
Customized Movement Solutions.
What Is Future Supply Chain?
FSC (Future Supply Chain Solutions Ltd.) is India's first fully
integrated and IT enabled end- to- end Supply Chain and
Logistics service provider in India. It provides services to large
corporate in Food & FMCG; Apparels, Footwear &
Accessories; Consumer Electronics & Hi- Tech; Automotive;
Pharma and Light Engineering domain.
Promoted by Future Group and Fung Capital, FSC has been a
pioneer in modernizing supply chain and logistics by
implementing global best practices in the Indian context. This
has enabled FSC to provide customized Supply Chain

Solutions & Services which reduce Time- to- Market™ and
Cost- to- Market™ of customers
These are Future Group Technology‟s. That‟s why the Group
getting good profits and running successfully.
BUSINESS TECHNOLOGY‟s SERVICES
Support function (finance, HR, L & D, Strategy)
Program management office, Integrated Portfolio Management
Vendor Partners
Government executive overview
Executive
business
Business stake
holders
BTS leadership
Conceptualization
Business
transformation
Technical solution
and architecture
Development
Packaged apps BI
Custom
application
Integration
SAP Testing
Operations
Infra and
Network
Operation
Application
support

Business Technology Services (BTS) is an IT Service provider
focused on retail and allied consumption sectors. This IT
service provider arm of Future Group was established in 2007
with a mandate to develop and deliver end to end technology
solutions to Group's retail, logistics and other businesses. Over
the years BTS has built strong solutions and delivery
capabilities with significant traction across all key retail formats
of Future Group.
Currently operating from Mumbai and Ahmadabad we also
have support personnel across major cities like, Gurgaon,
Kolkata and Bangalore. Through a robust vendor partnership
the team enables IT operations across the country. BTS has a
state of art centre with 400 seats in Ahmadabad – this is the
primary delivery centre to provide services. Business
Technology Services has a unique network of service model
that innovatively integrates consulting, application
development, infrastructure and project management.
FUTURE GROUP BRANDS
Our company maintains huge number of Brands in stores
Future Group has built an attractive portfolio of some of the
fastest growing consumer brands in India. This activity is led
through Future Brands India Limited, a specialized subsidiary
company set up to create and build powerful brands that
address the aspirations of the new Indian consumer.
FASHION BRANDS
JOHN MILLER, RTG, BARE, DJ&C, SCULLERS, UMM,
BUFFALO, INDIGO, NATION.
LEARNING AND DEVELOPMENT
Future Group addresses opportunities in the education,
learning and skill development space through Future Learning‟s
three unique lines of business which leverage the group‟s
understanding of the consumer-centric business.

FUTURE IDEAS of 2016
A New Year brings with it many new hopes, ideas and
perspectives at the cusp of 2016
Mainly the Future group focuses on some of occasions
1. Festive feasts on Saturdays
(Weekends clubbed with festivals and a late festival
schedule)
2. Lower Prices Guaranteed
(Achhe din a head?)
3. Wedding & no Mahurats
(The longest period of no mahurats)
4. Kitchen as assembly lines
5. Technology on Arms
(Wearable Devices)
6. Another Kumbh
(Godavari Kumbh mala gets nation‟s attention)
7. Cricket worlds cup 2015
(Watch it on your mobile)
8. Tirthas on Ganges
(Allahabad, Ujjain, Nasik, Haridwar)
The Future group sees this traditional time for conducting
marketing. These are the Future group„s 2016 ideas.
Example
The Godavari Kumbh will celebrate on this year July month
that‟s why the future group wants to do market on rural areas in
India. They want to sale some sort of shampoos, soap‟s, like
that this is the new kind of pre planed strategy.

Empowering for women„s
By promoting work and self – sufficiency for women, future
group is advancing the cause of women is society and
collectively strengthen the fabric of communities.
COMPETITERS OF THE COMPANY
In Indian Retail market sector the Future Group is one of Top
Company. The Future group also have competition from some
of National Retail company‟s .now find some of companies.
 Reliance Retail
 ITC Retails
 Spencer‟s
 More Stores
These four companies are top most competitors for FUTURE
GROUP.
Competitors for Future Group Retail
1. Reliance Retail
2. Birla Group Retail
3. K .Raheja Group
4. Wal-Mart.
Latest News & Events
Katrina kaif & Varun Dhawan are the new faces of fbb
BIG BAZAAR‟S The Great Indian Kitchen festival‟s back.
Company‟s Purpose:
Future Group was founded on a simple idea. Re write rules,
retail values. This fundamental belief created a new kind of
market place forever transforming Indian retail.

OVERVIEW OF HR PROCESS
MAN POWER PLANNING RECRUITMENT
JOINING FORMALITIES
ADMIN FORMALITIES
INDUCTION
TRAINING
PAY ROLL
EMPLOYEE ENGAGEMENT
PERFORMANCE APPRAISAL
EXIT INTERVIEW

BUSINESS TECHNOLOGY SERVICES
Business Technology Services (BTS) is an IT Service
provider focused on retail and allied consumption sectors. This
IT service provider arm of Future Group was established in
2007 with a mandate to develop and deliver end to end
technology solutions to Group's retail, logistics and other
businesses. Over the years BTS has built strong solutions and
delivery capabilities with significant traction across all key retail
formats of Future Group.
Currently operating from Mumbai and Ahmadabad we
also have support personnel across major cities like, Gurgaon,
Kolkata and Bangalore. Through a robust vendor partnership
the team enables IT operations across the country. BTS has a
state of art centre with 400 seats in Ahmadabad – this is the
primary delivery centre to provide services. Business
Technology Services has a unique network of service model
that innovatively integrates consulting, application
development, infrastructure and project management.
Another important differentiator is the ability to leverage
India's Greenfield, low-legacy retail environment achieved by

adopting an architecture that emphasizes on network-centricity,
software as a service, open-source based applications and an
open delivery model. These features combine to deliver Future
Group significant cost, flexibility and scalability advantages
apart from better focus on core business and quicker time-to-
market.
Future Group connects to a diverse and passionate
community of Indian buyers (220 mm), sellers and businesses
(30,000).
It is therefore, extremely critical to understand the Indian
consumers, sellers and buyers at various levels, in various
contexts. To understand their beliefs and rooted practices, its
relevance on consumption, the highs and lows of consumption
cycles that influence planning, forecasting & sales.
In doing so, not only does it help to increase market-share
but also creates mindshare and heart-share, which are very
critical where the longevity of a Brand is concerned.

Discovering the joy of one’s own home
The company launched its first Home Town measuring
125,000 square feet in April 2007, at Great India Place, Noida.
The second such store opened in June 2007 at Acropolis Mall,
Ahmadabad. The total retail area stands at about 255,000
square feet.
Not only were the first two Home Towns well received by
customers and trade, but the B2B or institutional side of the
business has received several enquiries and a separate
business unit focusing on institutional trade has been formed.
As an example of such an initiative, a few of the country‟s
leading real estate companies placed orders worth Rs.220
crore for 8,000 flats, with Home Town.
Seven new Home Town stores are scheduled to launch by FY
08 in Thane, Pune, Lucknow, Bangalore, Hyderabad, Gurgaon
and Kolkata. The company is upbeat about the business model
and will continue to expand its offerings and aims to emerge as
a growth driver for the home category.
Home Solutions Retail (India) Ltd., a part of the Future Group,
today, announced thelaunch of „Hometown‟, India‟s most
comprehensive home-making store, at New Town, 5 minutes
fromSalt Lake Sector-V. Spread over an area of about
2,00,000 sq.ft., Hometown offers consumers the
maximumchoice and variety of home products under one roof
as well as a specialized team of experts to install them all, at

their homes. In addition to retailing home improvement
products, Hometown will also provide home making and home
improvement services like:
Design & Build- This is a unique end-to-end solution that will
help customers bring their dream home to life.From creative
interior designs to turnkey project execution or renovating
existing house, HT Design & Build services will help
customers all the way. Most importantly, this service is flexible,
transparent and easy-on-the-pocket.
This is Future Group‟s 8th Hometown, with the other 7 located
in Noida, Bangalore, Hyderabad, Pune,
Ahmadabad, Lucknow and Indore. The Hometown store is
divided into three sections – exhibitions, markets and services.
Exhibition section: Hometown will have over 175 live displays
in the exhibitions section consisting of - 30living room settings,
10 dining room settings, 25 kids room settings, 30 bed room
settings, 50 kitchen settings and 35 bath room settings, and 3
dream home settings, offering consumers a wide variety, to
choose from.

Markets section: will feature products like sofa sets, dining
tables, beds, kids furniture, kitchen fittings,bathroom fittings,
furnishings, mattresses, paints, tiles, electrical fittings, decor
lighting, plywood, and consumer durables and electronics
(through eZone shop-in-shop).
Services section: offers the unique Design & Build service that
provides services from Interior designing toinstallation with
support like - Mr. Carpenter, Mr. Plumber, Mr. Electrician, Mr.
Painter, Tilewala, door delivery and installation.
What is new at this Hometown?
Solid wood collection: This is a collection of select hand-
crafted solid wood furniture and accessories usingmaterials
like solid sheesham wood and rubber-wood and the like. The
line includes sofa sets, bed-sets, dinning sets, bar units,
occasional seating, stools and more. There is history,
experience and love going into each of these pieces. Each
piece of furniture is Kiln-dried and termite treated, so it ensures
a lasting life.
This Hometown will also have a Food Bazaar, which is spread
across 4000 sq.ft .
Said, Mahesh Shah, CEO, Hometown, “We believe
Hometown will revolutionize the way Kolkata‟s, andthose from
the neighboring cities, shop for their homes. Hometown‟s
promise to customers is a convenient shopping experience,
where they can get value as well as lifestyle products, across
a wide range of categories, all under one roof. The store has a

good mix of products for budget-buyers, aspiration buyers and
lifestyle buyers, with an underlying principle of keeping
traditions alive in a contemporary world.”
He added, “Hometown will provide consumers in Kolkata, a
single point destination for all their home needs and a great mix
of products with traditional as well as modern designs, suitable
to varied tastes and preferences. We are confident that
Kolkata‟s will find products, unlike what they have seen so far.
Moreover, the services like Design & Build that Hometown
offers will surely enhance the value proposition to our
customers.”
Hometown offers customers a unique, personalized shopping
experience. Every customer walking into the store is escorted
around the store by informative and helpful hosts and
hostesses, who guide them about their requirements. The look
and feel of the store is casual and strikes a delicate balance
between aesthetics and functionality. Hometown will display
products from all major manufacturers from India and abroad.
Customers will be given price, service and product guarantees.
If customers find any products that they have purchased,
cheaper elsewhere, they will be given a gift voucher of double
the difference, provided they bring an original receipt within two
days of purchase of the product. Hometown will also guarantee
workmanship of the jobs that it undertakes, for one year from
the time the job is completed. Every product or service
provided is backed by the reliable manufacturers and service
providers. In case of any manufacturing defect, consumers will
get the option to exchange or refund the product.

Hometown will also facilitate fast and easy consumer
loans through „Future Money‟, for purchases at
Hometown.
JOINT VENTURES
Home Solutions Retail (I) Limited has also entered into two
equal joint ventures with India‟s market leader in the retail
industry lighting segment and the fastest growing lighting
solutions provider for the retail consumer, Asian Electronics.
Asian
Electronics, with a market share of over 60% in the segment
brings to the table its vast technical and manufacturing
expertise.
Asian Retail Lighting Limited, provides efficient and energy
conserving lighting solutions to the retail sector. Apart from
Pantaloon Retail, some of the customers serviced by the
venture include Spencer‟s Retail, Infinity Retail, Home Care
Retail, Provogue, Welspun, Metro Cash & Carry and Food
World.
Home Lighting India Limited provides lighting solutions for the
retail consumers‟ home needs. Banking on a strong distribution
model, the front-end includes retailing of all lighting products at
the company‟s formats, specialized lighting stores, electrical
distributors and major sanitary and hardware distributors.

Chapter – 2
 Project of study.
 What is digital marketing?
 Uses of digital marketing.
 Current scenario of digital
marketing.
 Importance of digitalization.

“As an intern I had learn so many things. During the
internship period of 45 days I had worked on the digital
marketing and promoting strategies ofhometown. I had
worked under the surveillance of MR. Tarun Kanojiya. In
the internship period I had learn the importance of digital
marketing in the retail business. My internship was started
on 25th
January 2016, in the hometown store which is
situated in the “Great India Palace” in Noida. As a inter it
was a great experience for me I had learned so many
things about the digitalization factor. The working criteria
was little bit tough because everything was new for me. In
starting I had face difficulties but after some time I had
understood the working criteria of hometown.The objective
of the study is to know the present market scenario and to
be industry ready”.
The concept on which I had worked is elaborated below:
WHAT ID DIGITAL MARKETING?
Digital marketing is the promotion of products or brands via one
or more forms of electronic media and differs from traditional
marketing in that it involves the use of channels and methods
that enable an organization to analyze marketing campaigns
and understand what is working and what is not, typically in real
time. Digital marketing monitor things like what is being viewed,
how often and for
how long, sales
conversions, what
the internet are,
perhaps, the
channels most
closely associated
with digital

marketing, others include wireless text messaging, mobile
instant messaging, mobile apps, podcasts, electronic
billboards, digital television and radio channels, etc.
Digital 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.
The way in which digital marketing has developed since the
1990s and 2000s has changed the way brands and businesses
utilize technology and digital marketing for their marketing.
Digital marketing campaigns are becoming more prevalent as
well as efficient, as digital platforms are increasingly
incorporated into marketing plans and everyday life, and as
people use digital devices instead of going to physical shops.
USE OF DIGITAL MARKETING IN PRESENT SCENARIO:
Digital marketing techniques such as search engine
optimization (SEO), search engine marketing (SEM), content
marketing, influencer marketing, content automation, campaign
marketing, data-driven marketing and e-commerce marketing,
social media marketing, social media optimization, e-mail direct
marketing, display advertising, e–books, optical disks and
games, are becoming more and more common in our
advancing technology. In fact, this extends to non-Internet
channels that provide digital media, such as mobile phones
(SMS and MMS), callback and on-hold mobile ring tones.
There are a number of ways brands can use digital marketing
to benefit their marketing efforts. The use of digital marketing in
the digital era not only allows for brands to market their
products and services but also allows for online customer
support through 24/7 services to make customer feel supported

and valued. The use of social media interaction allows brands
to receive both positive and negative feedback from their
customers as well as determining what media platforms work
well for them and has become an increased advantage for
brands and businesses. It is now common for consumers to
post feedback online through social media sources, blogs and
websites feedback on their experience with a product or brand.
It has become increasingly popular for businesses to utilize and
encourage these conversations through their social media
channels to have direct contact with the customers and
manage the feedback they receive appropriately.
Word of mouth communications and peer-to-peer dialogue
often have a greater effect on customers, since they are not
sent directly from the company and are therefore not planned.
Customers are more likely to trust other customers‟
experiences. It is increasingly advantageous for companies to
utilize social media platforms to connect with their customers
and create these dialogues and discussions. The potential
reach of social media is indicated by the fact that in 2015, each
month the Facebook app had more than 126 million average
unique users and YouTube had over 97 million average unique
users.
WHY DIGITAL MARKETING IS IMPORTANT?
Digital media is so pervasive that consumers have access to
information any time and any place they want it. Gone are the
days when the messages people got about your products or
services came from you and consisted of only what you wanted
them to know. Digital media is an ever-growing source of
entertainment, news, shopping and social interaction, and
consumers are now exposed not just to what your company
says about your brand, but what the media, friends, relatives,

peers etc. are saying as well. They are more likely to believe
them than you. People want brands they can trust, companies
that know them, communications that are personalized and
relevant, and offers tailored to their needs and preferences.
Digital marketing and its associated channels are important but
not to the exclusion of all else. It‟s not enough to just know your
customers, you must know them better than anyone else so
you can communicate with them where, when and how they are
most receptive to your message. To do that, you need a
consolidated view of customer preferences and expectations
across all channels – web, social media, mobile, direct mail,
point of sale, etc. marketers can use this information to create
and anticipate consistent, coordination customer experiences
that will move customers along in the buying cycle. The deeper
you insight into customer behavior and preferences, the more
likely you are to engage them in lucrative interactions.
A key objective is engaging digital marketing customers and
allowing them to interact with the brand through servicing and
delivery of digital media. Information is easy to access at a fast
rate through the use of digital communications. Users with
access to the Internet can use many digital mediums, such as
Facebook, YouTube, Forums, and Email etc. Through Digital
communications it creates a Multi-communication channel
where information can be quickly exchanged around the world
by anyone without any regard to whom they are. Social
segregation plays no part through social mediums due to lack
of face to face communication and information being wide
spread instead to a selective audience. This interactive nature
allows consumers create conversation in which the targeted
audience is able to ask questions about the brand and get
familiar with it which traditional forms of Marketing may not
offer.

Competitive advantage
By using Internet platforms, businesses can create competitive
advantage through various means. To reach the maximum
potential of digital marketing, firms use social media as its main
tool to create a channel of information. Through this a business
can create a system in which they are able to pinpoint
behavioral patterns of clients and feedback on their needs. This
means of content has shown to have a larger impingement on
those who have a long-standing relationship with the firm and
with consumers who are relatively active social media users.
Relative to this, creating a social media page will further
increase relation quality between new consumers and existing
consumers as well as consistent brand reinforcement therefore
improving brand awareness resulting in a possible rise for
consumers up the Brand Awareness Pyramid. Although there
may be inconstancy with product images; maintaining a
successful social media presence requires a business to be
consistent in interactions through creating a two way feed of
information; firms consider their content based on the feedback
received through this channel, this is a result of the
environment being dynamic due to the global nature of the
internet. Effective use of digital marketing can result in relatively
lowered costs in relation to traditional means of marketing;
Lowered external service costs, advertising costs, promotion
costs, processing costs, interface design costs and control
costs.
Effectiveness

Brand awareness has been proven to work with more
effectiveness in countries that are high in uncertainty
avoidance, also these countries that have uncertainty
avoidance; social media marketing works effectively. Yet
brands must be careful not to be excessive on the use of this
type of marketing, as well as solely relying on it as it may have
implications that could negatively harness their image. Brands
that represent themselves in an anthropomorphizing manner
are more likely to succeed in situations where a brand is
marketing to this demographic. "Since social media use can
enhance the knowledge of the brand and thus decrease the
uncertainty, it is possible that people with high uncertainty
avoidance, such as the French, will particularly appreciate the
high social media interaction with an anthropomorphized
brand." Moreover, digital platform provides an ease to the
brand and its customers to interact directly and exchange their
motives virtually.
CHANNELS FACING DIGITAL MARKETING
 Proliferation of digital channels: consumers use
multiple digital channels and a verity of devices that use
different protocols, specification and interfaces – and they
interact with those devices in different ways and for
different purposes.
 Intensifying competition: digital channels are relatively
cheap, compared with traditional media, making them
within reach of practically every business of every size. As
a result, it‟s becoming a lot harder to capture consumer‟s
attention.
 Exploring data volumes: consumers leave behind a
huge trail of data in digital channels. It‟s extremely difficult
to get a handle on all that data, as well as find the right

data within exploring data volumes that help you make the
right decisions.
CURRENT MARKET SCENARIO OF DIGITAL MARKETING
IN INDIA: -
India is the world‟s 3rd largest internet population. After the
proliferation of Internet, Marketing strategy has taken an off root
to reach out to the public. The tremendous growth that digital
marketing has shown cannot be match up with any other
strategy. Looking up to the current scenario in India, people
here are not only aware of Internet but are employing it for
various purposes in life. Thus, there‟s a booming internet
marketing industry in India.
 India has seen a 20x growth in search queries in the last 5
years
 India is the 5th Largest nation in term of YouTube users
 On an average, Indian‟s spend around 16 hours a week
online, which completely overshadowed Television.
People start more time on internet rather than watching
TV.
 The Indian Online advertising market is growing fast at the
rate of 50% per year and it was reported to cross 1000
crores in 2010.
 India has nearly 950 mobile subscribers and at least 50
million subscribers have internet enables mobile phones.
 The number of websites in India is more than 90 million
while that of Facebook profiles is more than 500 million.

 Every day over 8 million inbound and 12 billion outbound
messages are sent via whatsapp.
Besides, online retail in India is on rise as 60% percent of web
users in the country visit online retail sites. Using mobile
internet and many more other factors account for a growing
digital marketing industry in India. When all other industries in
India are struggling with 10 to 12 %, digital marketing industry
is booming high with 30% growth rate.
Even after having such blowing opportunity, India still lack
people who are skilled and mastered in Digital marketing. We
need talented Digital marketers who can use this opportunity
which can create a revolution. Things will get better in the
current scenario and in future too as we have the resources. All
we need is to polish the talent.
WHY COMAPY‟S ARE SWITCHING TOWARDS
DIGITALIZATION: -
Digital marketing is a broad term that allows you to market your
products and services using digital technologies, mainly on the
internet. It is quite evident that internet users are immensely
increasing day by day. Internet has rapidly become a part and
parcel of our lifestyle and we can‟t think of doing without it even
for a
day.

Digital marketing provides the businesses an access to the
mass market at a reasonable price, unlike TV or print
marketing.
Some specific benefits of digital marketing include:
 Cost-efficient: You can easily plan a successful online
marketing strategy within your budget by the use of digital
marketing that offers an inexpensive technique in
comparison to other advertising channels such as radio,
TV and more.
 A well-planned and well-managed digital marketing
campaign can reach a large audience at a lower cost than
the traditional marketing methods.
 Better exposure: Reach numerous prospects by
switching to a digital marketing campaign within a small
investment. Be found where your audiences are looking
for you. You will notice long term results by using digital
marketing.
 Save Time: Digital marketing provides real time results
within no time. Time is precious for all of us, so why waste
even a Nano second. Digital marketing gives you an
opportunity to see the number of visitors to your site, what
is the conversion rate, what is the peak trading time, how
many subscribers have added you in a day and more.
 Social currency: Digital marketing gives you a chance to
create engaging campaigns using different types of media.
These campaigns can go viral on social platforms, passing
on from one person to another, hence gaining social
currency.
 Brand Building: Brand building is what every business
tries to accomplish and digital marketing helps develop
your brand by promoting it on several platforms, the more

viral your brand goes, the more reputation your brand will
earn in the eyes of search engines as well as users.
“All the aforementioned aspect of digital marketing has the
potential to add up to more profit and sales. So, wait no more
get started with digital marketing services that gives you access
to mass media, all within your budget”.
Chapter – 3

OBJECTIVE OF STUDY: -
During the period of internship of 45 days I have taken some
objectives for to know the importance of digital marketing in
retail organization. Following are the main objectives.
 To study the profile of future retail in digital marketing.
 To know the profile of future group hometown.
 To understand the organizational structure of the company
in digital marketing.
 To understand the working of the company in digital
marketing in the present scenario.
 Promote the brand in the market.
 Objective of study.
 Strategies of future group.
 Online selling.
 Promotional activities in
marketing.
 Website promotion.

 Increase the sales ratio.
 Create awareness among the customers.
 Fulfilling the demand of the customers.
 To increase the growth of sales through digitalization.
 Promotion and marketing of the product.
 Check the sales of the products.
 Check the percentage of customers who are buying
products online.
FUTURE GROUP'S STRATEGY IS AIMED AT ACHIEVING
INCLUSIVE, SUSTAINED AND PROFITABLE GROWTH
WITH THREE LEVERS
Customer-orientation
The bottom line in each of FR retail success stories is "know
your customer". An insight into the soul of Indian consumers -
how they operate, think, dream and line - helps us innovate and
create differentiating functionally.
Continuous-innovation:
As India's largest retailer, FR understands the importance of
innovation. FR rethinks strategies and realigns businesses with
increasing agility to provide diverse customer groups with
refreshingly different retail experiences.
Collaborative transformation:
Creating a collaborative environment combining FR strengths
with FR suppliers and vendors helps them create immense
value for FR customers which in turn foster mutual growth.
FUTURE RETAIL WITH AMAZON
The world's largest online store Amazon and India's largest
listed retailer Future Group have signed a deal to jointly sell

goods over the Internet amid growing friction between online
and offline retailers over heavy discounting.
Future Group will sell more than 45 own labels of apparel
initially, followed by in-house brands in the home, electronics
and food categories, while the US-headquartered company will
handle order fulfillment and customer service for the
merchandise on its portal. Both firms will also develop a new
line of products across categories to be exclusively sold at
Amazon and Future Group's retail stores.
Future Group has more than 75 own brands that earn it at
least 15% higher margins on average compared with national
brands, which is why Biyani is bullish on private labels across
categories. The tie-up means Future Group's brands that now
have a presence in 98 cities and towns will be marketed to
19,000 PIN codes serviced by Amazon across India.
ONLINE SELLING: -
Many people prefer doing the majority of their business online
as it is typically the most cost effective way to not only get
started, but also to maintain.
In this piece I will discuss 10 Internet Sales Techniques to
implement in your online business to generate and even
increase your sales.
Use Content Marketing:
A company today cannot survive without a proper content
marketing strategy. No matter your content strategy goal (lead
generation, brand awareness, website traffic, increased sales,
etc.) the end goal should be the same – increase the amount of
revenue coming in and to increase business. Take the time to
look at your content marketing strategy, review and revise it as

it is necessary. Remember, content is king and those with the
best content and most current content will rule their market.
Create Coupons (or Deals) To Promote:
Coupons are a great way to attract visitors to your website and
shopping area online. Plus everyone wants to get a deal, so by
having a coupon people feel they are indeed getting a deal or
savings. You can promote your coupons online on social
sharing networks or simply email to a list of clients and/or
prospects.
Up-Sell:
Online there are many opportunities to up-sell you customer
without being pushy or feeling awkward like you may on the
phone. Strategically placing upsell options during the point of
sale process can increase your sales two-folds. Give bulk
purchasing incentives to save money, discounts based on their
payment method or plan or offer an extra item or future
discount based on them purchasing more, pair or show
additional items based on what is in their cart, etc.
Create a Sense of Urgency:
While promoting your deal, create a sense of urgency to
complete the purchase. You can do this by putting a deadline
on your promotion or offer and make it stand out. Even think
about throwing in an additional deal if they complete the order
by a certain time.
Make Checkout or Signup Area User Friendly:
Take the time to properly research and study user preferences
and needs. Have your IT team conduct a lengthy amount of
user testing to ensure an ease of doing business with your
company. Also be sure to have any forms on your site tested as

well. Keep them simple and only ask for the amount of
information you absolutely needs and nothing more.
Also be sure to have a customer service team available for any
and all questions that may arise during the purchase period,
24-hr online chat features are a great way to do this if you can
sustain it.
Include Something For Free:
A great way to retain a customer is by making their purchasing
experience the best it can be. You can simply include an extra
item when delivered or if you feel you need to encourage
purchases you can offer an extra FREE item while your
customer is shopping on your online store. Who doesn‟t like
something for FREE?
Highlight Special Features or Products:
You see a lot of companies doing this now, but it does seem to
work. Highlight your top selling products, products on sale or
any special (or New) features you are trying to promote. This is
a great way to move people through your website and make it
easier for them to search for particular items. Someone may
choose a different (more expensive or better) product if they
feel other people use it more often.
Use a Clear and Prominent Call-to-Action:
I have talked about call-to-actions and their importance before.
To learn all about creating the best call-to-action, click here
Add Images or Product Demos
Videos can dramatically affect the amount of visitors on your
website and the amount of conversions you will get. In fact:

46% of people say that they would be more likely to make a
purchase if they have seen a video or demo of the product first
(Eloqua).
The average user spends 88% more time on a website that
uses video (Eloqua).
Video and email marketing can increase click-through rates by
more than 90% (Mist Media).
Having video on your landin
PROMOTIONAL ACTIVITIES IN MARKETING:
Definition:
Today‟s market is full of offers and discounts. Marketers use multiple
promotion programmers to entice customers to buy products and
services. While objectives of advertising are long term and generally of
brand building, sales promotion programmers oftenpursue a single goal,
that is, to maximize sales in short run.
The consumer promotion programmers are visible to the audience
because they are often advertised in the mass media. Companies also
undertake trade intermediary promotion and sales force promotion
programmer to increase sales. This is important because in both direct
and indirect marketing programmers, sales and trade play an important
role in the product and information flow process.
Hence, without adequately promoting the product at trade and sale force
end, many consumer promotionprogrammers will not achieve its desired
objectives. Sales promotion programmers are short term programmers
aimed at maximizing sales in a period of time but what is most important
to remember is that the sales promotion programmer should be

designed in such a way that it does not affect the overall brand image of
the firm and its product.
Many companies offer sales promotion programmers more frequently.
Though they are able to optimize their sales in a short run period but
frequent use of sales promotion leads to brand value erosion. Sales
promotions are increasingly being used to accomplish an ever-
expanding list of marketing objectives.
Companies pursue short term and long-term marketing goals. In the long
run, they wish to build brands, which deliver value over long period of
time. In the short-term, they pursue sales market share goals. The
demand for products and services is affected by various extraneous
factors like seasonality of business, entry of new competitor into the
business. In off seasons, sales are not healthy and there is a fall in
market demand which creates excess inventory in the pipeline and
companies use sales promotion schemes to promote sales during off-
season period.
The definition of promotion is “the co-ordination of all seller-initiated
efforts to set up channels of information and persuasion to facilitate the
sale of goods, or service or the acceptance of an idea.” The promotion
refers to the activities to push forward or to advance an idea, in such a
way as to gain its approval and acceptance. Promotion is telling and
selling. Brink and Kelly have defined promotion as, “the coordination of
all seller initiated efforts to set up channel of information and persuasion
to facilitate the sale or a product service or the acceptance of an idea.”
Product planning, pricing and distribution are marketing activities that
are performed mainly within the company or between the company and
its marketing „partners‟. Sales are the life-blood of the business. The
ultimate aim of production is sale. Sales revenue is the important source
of income. Sale is not self-generating activity.
Importance:
The stiff competition has increased the importance of sales promotion
efforts on the part of the producers. Thus, sales promotion means all the
steps that are taken for the purpose of obtaining or increasing sales. In
the words of Hopkins “Sales promotion is an organized effort applied to

selling job to secure the greatest effectiveness for advertising and for
dealers „help.‟
Sales promotion,as a tool of marketing promotion,gives rise to increase
in product usage as well as expansion of a product or introduction of a
new product. Promotion means “any marketing effort whose function is
to inform or persuade actual or potential consumers about the merits of a
given productor service for the purpose of introducing a consumereither
to continue or to start purchasing the firm‟s product or service at same
(given) price.”
WEBSITE PROMOTION:
Website promotion is the continuing process used by webmasters to
increase exposure of a website to bring more visitors. Many techniques
such as web content development, search engine optimization, search
engine submission,and viral marketing are used to increase site's traffic.
With a growing popularity of social sharing many webmasters have
moved to platforms like Facebook, Twitter and Instagram to increase its
exposure and redefine word of mouth sharing. By sharing interesting
content webmasters hope that some of the audience will visit the
website. By connecting different exposure channels some of the high
quality and unique content can become viral driving a lot of usually not
targeted traffic to website.
Examples of viral content are infographics and memes.
DIGITAL BRANDING
Digital branding is a brand management technique that uses a
combination of internet branding and digital marketing to develop a
brand over a range of digital venues, including internet-based
relationships, device-based applications or media content.
Concept:
Digital branding, as defined by Digital Branding Institute,
develops an individual or organization's identity, visibility and
credibility in the community that interacts with the business
online or through other digital mediums. This makes digital

branding essential for creating and establishing a brand's story
and presence in the digital world. Digital branding involves a
complete digital media manipulation strategy that goes beyond
standard online tactics commonly seen with Internet branding,
like posting daily tweets, promotional or email blasts.
As opposed to digital marketing, branding aims to create
connections between consumers and the product or service
being delivered so that brand recognition is established in the
digital world.
Brand establishment involves four key points:
 Building a digital brand story.
 Creativity in digital media and marketing.
 Digital channels and content distributed to channels based
on consumer data and habits.
 Creating digital relationships.
Digital branding channels:
According to Mabbly CEO, Hank Ostholthoff, digital branding is
facilitated by multiple channels. As an advertiser one's core
objective is to find channels which result in maximum two way
communication and a better overall ROI for the brand. There
are multiple online marketing channels available, namely:
 New media marketing
 Cross-media marketing
 Retail media
 Affiliate marketing
 Display advertising
 Internet branding

 Email marketing
 Search marketing
 Social Media
 Social Networking
 Online PR
 Game advertising
 Video advertising
 SMS Marketing
Online advertising, also called online marketing or Internet
advertising or web advertising is a form of marketing and
advertising which uses the Internet to deliver promotional
marketing messages to consumers. Consumers view online
advertising as an unwanted distraction with few benefits and
have increasingly turned to ad blocking for a variety of reasons.

It includes email marketing, search engine marketing (SEM),
social media marketing, many types of display advertising
(including web banner advertising), and mobile advertising. Like
other advertising media, online advertising frequently involves
both a publisher, who integrates advertisements into its online
content, and an advertiser, who provides the advertisements to
be displayed on the publisher's content. Other potential
participants include advertising agencies that help generate
and place the ad copy, an ad server which technologically
delivers the ad and tracks statistics, and advertising affiliates
who do independent promotional work for the advertiser.
In 2011, Internet advertising revenues in the United States
surpassed those of cable television and nearly exceeded those
of broadcast television.[1]:19 In 2013, Internet advertising
revenues in the United States totaled $42.8 billion, a 17%
increase over the $36.57 billion in revenues in 2012.[2]:4–5
U.S. internet ad revenue hit a historic high of $20.1 billion for
the first half of 2013, up 18% over the same period in 2012.[3]

Online advertising is widely used across virtually all industry
sectors.[1]:16
Many common online advertising practices are controversial
and increasingly subject to regulation. Online ad revenues may
not adequately replace other publishers' revenue streams.
Declining ad revenue has led some publishers to hide their
content behind paywalls.

Chapter – 4
 SWOT analysis of
organization.
 Recommendation.
 Limitations.
 Conclusion.
 Bibliography.

SWOT Analysis Future Retail
Strength:
 Direct Access to Indian middle Class masses
 Existing Distribution Franchise
 Strong Brand Name
 Strong Bargaining/Procurement Power
 Non-complex Controlled Value Chain
Weakness:
 Trying to address multiple Customer needs.
 Except for the Flagship brand no other business are Stars
or Cash Cows
Opportunity:
 Huge Domestic Consumption story
 Young and developing India
 Low penetration by competitors. In Tier II/III cities.
 Untapped Backward Integration.
 Increase in Land value of Village people providing huge
purchasing power
Threats:
 Inflation
 FDI in Retail.
 Recession
 Domestic Geo-Political Scenarios
This is the SWOT analysis about FUTURE RETAIL
LIMITED.

RECOMMENDATIONS:
 Hometown should use advertising tools like banners at all
focus points, more of T.V advertising and social media to
increase their share in the market.
 Products should be well classified according to types and
sizes with proper tags.
 More number of well-behaved and trained staff needs to
be recruited in the store.
 Number of billing counter should be increased.
 Regular customers should be provided special offers at
least 2 times in a year.
 More variety needs to be included in the entire department
such as furniture, dining, sanitary, décor.
LIMITATIONS WHILE STUDING:
It was my first internship project. So, due to curiosityI put
my whole efforts in this project, for the completion of this
project I have to face certain limitations while doing the
work. Some major limitations which I had faces are as
follows:
 The main and the major limitation while doing this project
is the time factor.
 There might have been tendency among the respondent
to amplifying or filter their responses under the testing in
some cases, the customers was not giving the proper
response which we had expected.
 There were so many individuals who think that its just a
waste of time or it might create some problems
 Unavailability of some information due to the lack of
awareness of consumers in the areas.

CONCLUSION
The conclusion of this project report is that the digitalization in
any business has a wide scope for future in India. With the help
of digital marketing we can make cordial relationship with the
customers. During the internship period I had seemed that most
of the customers are satisfied with the online purchasing with
future group hometown. Hometown created a great image in
the minds of its customers through digitalization so; they have a
very high expectation level from hometown. Moreover
hometown can fly over the path of ultimate growth if they can
bring more premium brands and variety of quality products at a
decent cost. Hometown stores can retain customers if they use
many loyalty programmers and IT techniques. Customers will
only become loyal if they would be provided with more pleasant
and satisfactory service experiences in stores and hometown
will be able to bring it by adopting more innovative strategies as
recommended.

BIBLIOGRAPHY
 www.pantaloon.com
 www.wikimedia.com
 www.retailindia.com
 www.google.co.in

Project report on promoting Future Retail's brand through digital marketing

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