This document is a summer internship report submitted by three students - Ishita Desai, Hardik J. Shah, and Khushbu Shakrani - to Somlalit Institute of Management Studies. The report details a two month internship at toplocal.in, an online local business directory. The report includes an analysis of toplocal.in and the digital advertising industry in India, competitor analyses, research objectives and methodology, findings from retailer surveys, and recommendations to improve toplocal.in's entry-level strategy and sales. Key sections analyze toplocal.in's website and digital marketing presence, understand the retail market and retailer perceptions, and suggest promotional strategies.

1. 1 | P a g e
Somlalit Institute of Management Studies
SUMMER INTERNSHIP
REPORT
Submitted by:
Ishita Desai
Roll No: 23
Hardik J. Shah
Roll No: 80
Khushbu Shakrani
Roll No: 84
Submitted after two months Practical
training as part of
Curriculum of PGDM
To
Somlalit Institute of Management Studies
1 | P a g e
Somlalit Institute of Management Studies
SUMMER INTERNSHIP
REPORT
Submitted by:
Ishita Desai
Roll No: 23
Hardik J. Shah
Roll No: 80
Khushbu Shakrani
Roll No: 84
Submitted after two months Practical
training as part of
Curriculum of PGDM
To
Somlalit Institute of Management Studies
1 | P a g e
Somlalit Institute of Management Studies
SUMMER INTERNSHIP
REPORT
Submitted by:
Ishita Desai
Roll No: 23
Hardik J. Shah
Roll No: 80
Khushbu Shakrani
Roll No: 84
Submitted after two months Practical
training as part of
Curriculum of PGDM
To
Somlalit Institute of Management Studies

2. 2 | P a g e
Somlalit Institute of Management Studies
A Research Project on Entry
Level Strategy for Corporate
Sales & Retailer’s Perception of
toplocal.in
2 | P a g e
Somlalit Institute of Management Studies
A Research Project on Entry
Level Strategy for Corporate
Sales & Retailer’s Perception of
toplocal.in
2 | P a g e
Somlalit Institute of Management Studies
A Research Project on Entry
Level Strategy for Corporate
Sales & Retailer’s Perception of
toplocal.in

3. 3 | P a g e
Somlalit Institute of Management Studies
Table of Contents
Preface...............................................................................................................5
Acknowledgement.............................................................................................6
Executive Summary............................................................................................7
Advertisement scenario in India ........................................................................8
Online Ad Spending in India...................................................................................................8
Scope of Advertising Industry in India ...................................................................................8
Competitors Analysis .......................................................................................11
i. Justdial: .........................................................................................................................11
ii. Indiamart.com...............................................................................................................14
Internet penetration in World .........................................................................17
Internet Penetration in India ...........................................................................18
Introduction of the Company...........................................................................20
Brief about toplocal.in .....................................................................................22
Why Digital Marketing?........................................................................................................22
Why Digital Marketing Is Important.....................................................................................23
Manages Customer Relationships across All Channels........................................................24
Challenges Facing Digital Marketers ....................................................................................24
Three Keys to Digital Marketing Success .............................................................................25
Process of Business: .............................................................................................................25
Overview of the Site: toplocal.in.....................................................................26
Facebook: .............................................................................................................................26
Twitter:.................................................................................................................................27
Pinterest:..............................................................................................................................28
Google+: ...............................................................................................................................28
Company Structure..........................................................................................30
Analysis of Website: toplocal.in .......................................................................31
Banner:.................................................................................................................................32
Observation of Banner:........................................................................................................32
Icons of the stores:...............................................................................................................33
Categories:............................................................................................................................34
3 | P a g e
Somlalit Institute of Management Studies
Table of Contents
Preface...............................................................................................................5
Acknowledgement.............................................................................................6
Executive Summary............................................................................................7
Advertisement scenario in India ........................................................................8
Online Ad Spending in India...................................................................................................8
Scope of Advertising Industry in India ...................................................................................8
Competitors Analysis .......................................................................................11
i. Justdial: .........................................................................................................................11
ii. Indiamart.com...............................................................................................................14
Internet penetration in World .........................................................................17
Internet Penetration in India ...........................................................................18
Introduction of the Company...........................................................................20
Brief about toplocal.in .....................................................................................22
Why Digital Marketing?........................................................................................................22
Why Digital Marketing Is Important.....................................................................................23
Manages Customer Relationships across All Channels........................................................24
Challenges Facing Digital Marketers ....................................................................................24
Three Keys to Digital Marketing Success .............................................................................25
Process of Business: .............................................................................................................25
Overview of the Site: toplocal.in.....................................................................26
Facebook: .............................................................................................................................26
Twitter:.................................................................................................................................27
Pinterest:..............................................................................................................................28
Google+: ...............................................................................................................................28
Company Structure..........................................................................................30
Analysis of Website: toplocal.in .......................................................................31
Banner:.................................................................................................................................32
Observation of Banner:........................................................................................................32
Icons of the stores:...............................................................................................................33
Categories:............................................................................................................................34
3 | P a g e
Somlalit Institute of Management Studies
Table of Contents
Preface...............................................................................................................5
Acknowledgement.............................................................................................6
Executive Summary............................................................................................7
Advertisement scenario in India ........................................................................8
Online Ad Spending in India...................................................................................................8
Scope of Advertising Industry in India ...................................................................................8
Competitors Analysis .......................................................................................11
i. Justdial: .........................................................................................................................11
ii. Indiamart.com...............................................................................................................14
Internet penetration in World .........................................................................17
Internet Penetration in India ...........................................................................18
Introduction of the Company...........................................................................20
Brief about toplocal.in .....................................................................................22
Why Digital Marketing?........................................................................................................22
Why Digital Marketing Is Important.....................................................................................23
Manages Customer Relationships across All Channels........................................................24
Challenges Facing Digital Marketers ....................................................................................24
Three Keys to Digital Marketing Success .............................................................................25
Process of Business: .............................................................................................................25
Overview of the Site: toplocal.in.....................................................................26
Facebook: .............................................................................................................................26
Twitter:.................................................................................................................................27
Pinterest:..............................................................................................................................28
Google+: ...............................................................................................................................28
Company Structure..........................................................................................30
Analysis of Website: toplocal.in .......................................................................31
Banner:.................................................................................................................................32
Observation of Banner:........................................................................................................32
Icons of the stores:...............................................................................................................33
Categories:............................................................................................................................34

4. 4 | P a g e
Somlalit Institute of Management Studies
Advertisement:.....................................................................................................................34
Dashboard:...........................................................................................................................35
Benefits for Subscriber / Owner of the Shop....................................................36
Problems in toplocal.in Site .............................................................................37
Understanding of Retail Market considering toplocal.in..................................38
Retailer’s Response:.........................................................................................40
1. Not much aware about Digital Advertising: .................................................................41
2. Partially have knowledge of Digital Advertising: ..........................................................41
3. Complete Knowledge about Digital Advertising:.........................................................42
SWOT Analysis .................................................................................................43
BCG(Boston Consultancy Group) Matrix Analysis.............................................44
Research Objective ..........................................................................................47
1. Entry level strategies for corporate digital advertisement selling ...............................47
2. Perception of People towards digital marketing in Ahmedabad .................................47
Literature Search .............................................................................................48
Research Tools, Data and Methodology...........................................................51
Findings and Analysis.......................................................................................56
Promotional strategies.....................................................................................63
Marketing Plans / Suggestions.........................................................................67
Negative points................................................................................................68
Limitation of Study...........................................................................................69
Conclusion .......................................................................................................70
Bibliography.....................................................................................................72
Appendix..........................................................................................................74
1. Copy of Store Form (Questioner)..................................................................................74
4 | P a g e
Somlalit Institute of Management Studies
Advertisement:.....................................................................................................................34
Dashboard:...........................................................................................................................35
Benefits for Subscriber / Owner of the Shop....................................................36
Problems in toplocal.in Site .............................................................................37
Understanding of Retail Market considering toplocal.in..................................38
Retailer’s Response:.........................................................................................40
1. Not much aware about Digital Advertising: .................................................................41
2. Partially have knowledge of Digital Advertising: ..........................................................41
3. Complete Knowledge about Digital Advertising:.........................................................42
SWOT Analysis .................................................................................................43
BCG(Boston Consultancy Group) Matrix Analysis.............................................44
Research Objective ..........................................................................................47
1. Entry level strategies for corporate digital advertisement selling ...............................47
2. Perception of People towards digital marketing in Ahmedabad .................................47
Literature Search .............................................................................................48
Research Tools, Data and Methodology...........................................................51
Findings and Analysis.......................................................................................56
Promotional strategies.....................................................................................63
Marketing Plans / Suggestions.........................................................................67
Negative points................................................................................................68
Limitation of Study...........................................................................................69
Conclusion .......................................................................................................70
Bibliography.....................................................................................................72
Appendix..........................................................................................................74
1. Copy of Store Form (Questioner)..................................................................................74
4 | P a g e
Somlalit Institute of Management Studies
Advertisement:.....................................................................................................................34
Dashboard:...........................................................................................................................35
Benefits for Subscriber / Owner of the Shop....................................................36
Problems in toplocal.in Site .............................................................................37
Understanding of Retail Market considering toplocal.in..................................38
Retailer’s Response:.........................................................................................40
1. Not much aware about Digital Advertising: .................................................................41
2. Partially have knowledge of Digital Advertising: ..........................................................41
3. Complete Knowledge about Digital Advertising:.........................................................42
SWOT Analysis .................................................................................................43
BCG(Boston Consultancy Group) Matrix Analysis.............................................44
Research Objective ..........................................................................................47
1. Entry level strategies for corporate digital advertisement selling ...............................47
2. Perception of People towards digital marketing in Ahmedabad .................................47
Literature Search .............................................................................................48
Research Tools, Data and Methodology...........................................................51
Findings and Analysis.......................................................................................56
Promotional strategies.....................................................................................63
Marketing Plans / Suggestions.........................................................................67
Negative points................................................................................................68
Limitation of Study...........................................................................................69
Conclusion .......................................................................................................70
Bibliography.....................................................................................................72
Appendix..........................................................................................................74
1. Copy of Store Form (Questioner)..................................................................................74

5. 5 | P a g e
Somlalit Institute of Management Studies
Preface
The project titled “Entry Level Strategy for Corporate Sales and Retailers Perceptions of
toplocal.in” was conducted as part of post graduation course offered by Somlalit institute of
management studies.
The entire project is devided into eight phases which consists of:-
1. Understanding toplocal.in and its services
2. Marketing and sales
3. To determining Service Segmentation
4. Understanding Market Potential
5. Entry level strategies for toplocal.in
6. Analysis of the strategies
7. Conclusion
8. Suggesstions
The project was undertaken for duration of two months Ahmedabad City of Gujarat.
 The project started with orientation about “toplocal, Inc.” And its digital marketing
services. Company details and websites were a major source of information here.
 Further the internship proceeded with field work which included visiting Retail
Bussiness outlets and Corporate Offices in Ahmedabad and to promote and sell online
services.The field work revealed several facts and observations about “toplocal, Inc.”
And its competitors. This data will be used as the secondary data and explonatory
research.
 The next phase consits of determining the Segmentation of the service which is made
on the basis of service category,price,services, nature and etc.
 The next phase consisted of understanding market potential for the sales of the service
and to find the consumer and users in the Ahmedabad City, Gujarat. Which is helpful in
framing the stratergies for the company.
 After the completation of market potential understanding next phase is to find & to
determine the various stratergies for the company regarding the promotional activity
and brand awarness which helps in market entry level.
 Next phase is to analysis of various stratergies and which are practically applied in the
company and how they get the benefit from that.
 The project was accomplished with conclusion reragrding the stratergies for capturing
Ahmedabad City market and in the last the sugesstion regarding the company and their
loopholes which are the major drawbacks which are affected us during the marketing
and sales.
5 | P a g e
Somlalit Institute of Management Studies
Preface
The project titled “Entry Level Strategy for Corporate Sales and Retailers Perceptions of
toplocal.in” was conducted as part of post graduation course offered by Somlalit institute of
management studies.
The entire project is devided into eight phases which consists of:-
1. Understanding toplocal.in and its services
2. Marketing and sales
3. To determining Service Segmentation
4. Understanding Market Potential
5. Entry level strategies for toplocal.in
6. Analysis of the strategies
7. Conclusion
8. Suggesstions
The project was undertaken for duration of two months Ahmedabad City of Gujarat.
 The project started with orientation about “toplocal, Inc.” And its digital marketing
services. Company details and websites were a major source of information here.
 Further the internship proceeded with field work which included visiting Retail
Bussiness outlets and Corporate Offices in Ahmedabad and to promote and sell online
services.The field work revealed several facts and observations about “toplocal, Inc.”
And its competitors. This data will be used as the secondary data and explonatory
research.
 The next phase consits of determining the Segmentation of the service which is made
on the basis of service category,price,services, nature and etc.
 The next phase consisted of understanding market potential for the sales of the service
and to find the consumer and users in the Ahmedabad City, Gujarat. Which is helpful in
framing the stratergies for the company.
 After the completation of market potential understanding next phase is to find & to
determine the various stratergies for the company regarding the promotional activity
and brand awarness which helps in market entry level.
 Next phase is to analysis of various stratergies and which are practically applied in the
company and how they get the benefit from that.
 The project was accomplished with conclusion reragrding the stratergies for capturing
Ahmedabad City market and in the last the sugesstion regarding the company and their
loopholes which are the major drawbacks which are affected us during the marketing
and sales.
5 | P a g e
Somlalit Institute of Management Studies
Preface
The project titled “Entry Level Strategy for Corporate Sales and Retailers Perceptions of
toplocal.in” was conducted as part of post graduation course offered by Somlalit institute of
management studies.
The entire project is devided into eight phases which consists of:-
1. Understanding toplocal.in and its services
2. Marketing and sales
3. To determining Service Segmentation
4. Understanding Market Potential
5. Entry level strategies for toplocal.in
6. Analysis of the strategies
7. Conclusion
8. Suggesstions
The project was undertaken for duration of two months Ahmedabad City of Gujarat.
 The project started with orientation about “toplocal, Inc.” And its digital marketing
services. Company details and websites were a major source of information here.
 Further the internship proceeded with field work which included visiting Retail
Bussiness outlets and Corporate Offices in Ahmedabad and to promote and sell online
services.The field work revealed several facts and observations about “toplocal, Inc.”
And its competitors. This data will be used as the secondary data and explonatory
research.
 The next phase consits of determining the Segmentation of the service which is made
on the basis of service category,price,services, nature and etc.
 The next phase consisted of understanding market potential for the sales of the service
and to find the consumer and users in the Ahmedabad City, Gujarat. Which is helpful in
framing the stratergies for the company.
 After the completation of market potential understanding next phase is to find & to
determine the various stratergies for the company regarding the promotional activity
and brand awarness which helps in market entry level.
 Next phase is to analysis of various stratergies and which are practically applied in the
company and how they get the benefit from that.
 The project was accomplished with conclusion reragrding the stratergies for capturing
Ahmedabad City market and in the last the sugesstion regarding the company and their
loopholes which are the major drawbacks which are affected us during the marketing
and sales.

6. 6 | P a g e
Somlalit Institute of Management Studies
Acknowledgement
The project titled “Entry Level Strategy for Corporate Sales and Retailers Perceptions of
toplocal.in” has been undertaken as per the Post Graduation syllabus of Somlalit institute of
management studies,Ahmedabad. The project work has bridged the gap between theory
and practise.Also the project work at toplocal, Inc. Has been a major source of knowledge
on how market operates. We are happy to express our heartfelt thanks to our mentors at
toplocal, Inc. Who truly were a source of knowledge and inspiration to me.
The successful completion of the project would be incomplete without the mention of the
people who made it possible.
At the outset,We would like to thank CEO of toplocal, Inc. Mr. Suresh Karpatia ,for providing
me with the opportunity to undertake my internship at this esteemed organization.Also We
would like to thank him for assigning me knowledge enhancing work of marketing ,as well
as guiding us during the entire project work.
We would like to thank Mr. Suresh Karpatiya sir for guiding us during the field work.Our
heartfelt thanks to Miss. Binita Gajjar mam for supporting and guiding us in our endeavor.
We are extremely thankful to Dr. Jagdish Joshipura sir and Mrs. Neha patel Madam for
providing a wonderful opportnity to learn through summer internship.
Lastly,We would like to thank our family,friends and well wishers who encouraged and
supported us in our endeavor. We owe our wholehearted thanks and appreciation to the
entire staff of the company for their cooperation and assistance during the course of my
project. Special thanks to Mr. Ankit Rawal for guiding us and to solve our difficulties and
giving us continuous motivation and advices.
We hope that we can build upon the experience and knowledge that we have gained and
make a valuable contribution towards this industry in coming future.
6 | P a g e
Somlalit Institute of Management Studies
Acknowledgement
The project titled “Entry Level Strategy for Corporate Sales and Retailers Perceptions of
toplocal.in” has been undertaken as per the Post Graduation syllabus of Somlalit institute of
management studies,Ahmedabad. The project work has bridged the gap between theory
and practise.Also the project work at toplocal, Inc. Has been a major source of knowledge
on how market operates. We are happy to express our heartfelt thanks to our mentors at
toplocal, Inc. Who truly were a source of knowledge and inspiration to me.
The successful completion of the project would be incomplete without the mention of the
people who made it possible.
At the outset,We would like to thank CEO of toplocal, Inc. Mr. Suresh Karpatia ,for providing
me with the opportunity to undertake my internship at this esteemed organization.Also We
would like to thank him for assigning me knowledge enhancing work of marketing ,as well
as guiding us during the entire project work.
We would like to thank Mr. Suresh Karpatiya sir for guiding us during the field work.Our
heartfelt thanks to Miss. Binita Gajjar mam for supporting and guiding us in our endeavor.
We are extremely thankful to Dr. Jagdish Joshipura sir and Mrs. Neha patel Madam for
providing a wonderful opportnity to learn through summer internship.
Lastly,We would like to thank our family,friends and well wishers who encouraged and
supported us in our endeavor. We owe our wholehearted thanks and appreciation to the
entire staff of the company for their cooperation and assistance during the course of my
project. Special thanks to Mr. Ankit Rawal for guiding us and to solve our difficulties and
giving us continuous motivation and advices.
We hope that we can build upon the experience and knowledge that we have gained and
make a valuable contribution towards this industry in coming future.
6 | P a g e
Somlalit Institute of Management Studies
Acknowledgement
The project titled “Entry Level Strategy for Corporate Sales and Retailers Perceptions of
toplocal.in” has been undertaken as per the Post Graduation syllabus of Somlalit institute of
management studies,Ahmedabad. The project work has bridged the gap between theory
and practise.Also the project work at toplocal, Inc. Has been a major source of knowledge
on how market operates. We are happy to express our heartfelt thanks to our mentors at
toplocal, Inc. Who truly were a source of knowledge and inspiration to me.
The successful completion of the project would be incomplete without the mention of the
people who made it possible.
At the outset,We would like to thank CEO of toplocal, Inc. Mr. Suresh Karpatia ,for providing
me with the opportunity to undertake my internship at this esteemed organization.Also We
would like to thank him for assigning me knowledge enhancing work of marketing ,as well
as guiding us during the entire project work.
We would like to thank Mr. Suresh Karpatiya sir for guiding us during the field work.Our
heartfelt thanks to Miss. Binita Gajjar mam for supporting and guiding us in our endeavor.
We are extremely thankful to Dr. Jagdish Joshipura sir and Mrs. Neha patel Madam for
providing a wonderful opportnity to learn through summer internship.
Lastly,We would like to thank our family,friends and well wishers who encouraged and
supported us in our endeavor. We owe our wholehearted thanks and appreciation to the
entire staff of the company for their cooperation and assistance during the course of my
project. Special thanks to Mr. Ankit Rawal for guiding us and to solve our difficulties and
giving us continuous motivation and advices.
We hope that we can build upon the experience and knowledge that we have gained and
make a valuable contribution towards this industry in coming future.

7. 7 | P a g e
Somlalit Institute of Management Studies
Executive Summary
The overall report is based upon the whole experience and study from the Kumbh Design
Inc’s project named toplocal.com. The project toplocal.com is a company which provides
digital marketing via their websites and social networking sites.
We assigned there as a Marketing Executives for various tasks specially focused on th
Corporate Sales, Retail Sales, Facebook Page Analyst. Based on that experience we had done
our research work on customers issue and requirment. More deeply we would like to say
that we conduct a market survey and sales for the company and for the company’s market.
During the our internships we met various types of people having with various type of mind
sets, perceptions, attitude, and intrest. This all informations helps us for the basis of study
and morely as analytical part for the company.
From the study and market analysis we found that the company having the major problem
of market share as due to the problem of competitors and various other forces of market.
Some major forces which can be identified as a problems are cost v/s benefit, brand
awarness, promotional stratergies etc. After the market analysis, our study, experiences
and identification of issues we suggested some strateries to the company can come out of
the problem and can increase their market share.
7 | P a g e
Somlalit Institute of Management Studies
Executive Summary
The overall report is based upon the whole experience and study from the Kumbh Design
Inc’s project named toplocal.com. The project toplocal.com is a company which provides
digital marketing via their websites and social networking sites.
We assigned there as a Marketing Executives for various tasks specially focused on th
Corporate Sales, Retail Sales, Facebook Page Analyst. Based on that experience we had done
our research work on customers issue and requirment. More deeply we would like to say
that we conduct a market survey and sales for the company and for the company’s market.
During the our internships we met various types of people having with various type of mind
sets, perceptions, attitude, and intrest. This all informations helps us for the basis of study
and morely as analytical part for the company.
From the study and market analysis we found that the company having the major problem
of market share as due to the problem of competitors and various other forces of market.
Some major forces which can be identified as a problems are cost v/s benefit, brand
awarness, promotional stratergies etc. After the market analysis, our study, experiences
and identification of issues we suggested some strateries to the company can come out of
the problem and can increase their market share.
7 | P a g e
Somlalit Institute of Management Studies
Executive Summary
The overall report is based upon the whole experience and study from the Kumbh Design
Inc’s project named toplocal.com. The project toplocal.com is a company which provides
digital marketing via their websites and social networking sites.
We assigned there as a Marketing Executives for various tasks specially focused on th
Corporate Sales, Retail Sales, Facebook Page Analyst. Based on that experience we had done
our research work on customers issue and requirment. More deeply we would like to say
that we conduct a market survey and sales for the company and for the company’s market.
During the our internships we met various types of people having with various type of mind
sets, perceptions, attitude, and intrest. This all informations helps us for the basis of study
and morely as analytical part for the company.
From the study and market analysis we found that the company having the major problem
of market share as due to the problem of competitors and various other forces of market.
Some major forces which can be identified as a problems are cost v/s benefit, brand
awarness, promotional stratergies etc. After the market analysis, our study, experiences
and identification of issues we suggested some strateries to the company can come out of
the problem and can increase their market share.

8. 8 | P a g e
Somlalit Institute of Management Studies
Advertisement scenario in India
Firms in the advertising and public relations services industry prepare advertisements for
other companies and organizations and design campaigns to promote the interests and
image of their clients. This industry also includes media representatives-firms that sell
advertising space for publications, radio, television, and the Internet; display advertisers-
businesses engaged in creating and designing public display ads for use in shopping malls,
on billboards, or in similar media; and direct mail advertisers. A firm that purchases
advertising time (or space) from media outlets, thereafter reselling it to advertising agencies
or individual companies directly, is considered a media buying agency.
The structure of the advertising industry in Asia Pacific has been affected by globalization
and international alignments creating a smaller number of very large agencies and the
growth of independent major media buying houses. Very sophisticated software
optimization and planning systems are now integral to the industry, enabling agencies to
offer a unique positioning in the marketplace to attract new business.
Online Ad Spending in India
Online advertising spending is holding its own and will continue to grow steadily over the
next several years. Marketers are responding to the economic challenges with new
techniques and strategies, along with research data to prove their effectiveness. According
to statistics, online ad spending has reached $23 billion. Nonetheless, nearly three-quarters
of web advertising space goes unsold and more than 99.7 per cent of banner ads are not
clicked on.
Scope of Advertising Industry in India
The advertising industry in India has several competitive advantages:
 India has a rich pool of strategic planning, creative and media services personnel:
Indeed, Indian advertising industry has been exporting senior-level talent to many
countries, particularly to the Gulf, South-East Asia, China, the UK and the US. Indian
talent is recognized and respected in global agency networks.
 No other country has access to so many trained management graduates who can
provide strategic inputs for brand and media planning.
 Indians are multicultural: we learn at least two languages and that gives us a head
start in understanding cultural diversity.
8 | P a g e
Somlalit Institute of Management Studies
Advertisement scenario in India
Firms in the advertising and public relations services industry prepare advertisements for
other companies and organizations and design campaigns to promote the interests and
image of their clients. This industry also includes media representatives-firms that sell
advertising space for publications, radio, television, and the Internet; display advertisers-
businesses engaged in creating and designing public display ads for use in shopping malls,
on billboards, or in similar media; and direct mail advertisers. A firm that purchases
advertising time (or space) from media outlets, thereafter reselling it to advertising agencies
or individual companies directly, is considered a media buying agency.
The structure of the advertising industry in Asia Pacific has been affected by globalization
and international alignments creating a smaller number of very large agencies and the
growth of independent major media buying houses. Very sophisticated software
optimization and planning systems are now integral to the industry, enabling agencies to
offer a unique positioning in the marketplace to attract new business.
Online Ad Spending in India
Online advertising spending is holding its own and will continue to grow steadily over the
next several years. Marketers are responding to the economic challenges with new
techniques and strategies, along with research data to prove their effectiveness. According
to statistics, online ad spending has reached $23 billion. Nonetheless, nearly three-quarters
of web advertising space goes unsold and more than 99.7 per cent of banner ads are not
clicked on.
Scope of Advertising Industry in India
The advertising industry in India has several competitive advantages:
 India has a rich pool of strategic planning, creative and media services personnel:
Indeed, Indian advertising industry has been exporting senior-level talent to many
countries, particularly to the Gulf, South-East Asia, China, the UK and the US. Indian
talent is recognized and respected in global agency networks.
 No other country has access to so many trained management graduates who can
provide strategic inputs for brand and media planning.
 Indians are multicultural: we learn at least two languages and that gives us a head
start in understanding cultural diversity.
8 | P a g e
Somlalit Institute of Management Studies
Advertisement scenario in India
Firms in the advertising and public relations services industry prepare advertisements for
other companies and organizations and design campaigns to promote the interests and
image of their clients. This industry also includes media representatives-firms that sell
advertising space for publications, radio, television, and the Internet; display advertisers-
businesses engaged in creating and designing public display ads for use in shopping malls,
on billboards, or in similar media; and direct mail advertisers. A firm that purchases
advertising time (or space) from media outlets, thereafter reselling it to advertising agencies
or individual companies directly, is considered a media buying agency.
The structure of the advertising industry in Asia Pacific has been affected by globalization
and international alignments creating a smaller number of very large agencies and the
growth of independent major media buying houses. Very sophisticated software
optimization and planning systems are now integral to the industry, enabling agencies to
offer a unique positioning in the marketplace to attract new business.
Online Ad Spending in India
Online advertising spending is holding its own and will continue to grow steadily over the
next several years. Marketers are responding to the economic challenges with new
techniques and strategies, along with research data to prove their effectiveness. According
to statistics, online ad spending has reached $23 billion. Nonetheless, nearly three-quarters
of web advertising space goes unsold and more than 99.7 per cent of banner ads are not
clicked on.
Scope of Advertising Industry in India
The advertising industry in India has several competitive advantages:
 India has a rich pool of strategic planning, creative and media services personnel:
Indeed, Indian advertising industry has been exporting senior-level talent to many
countries, particularly to the Gulf, South-East Asia, China, the UK and the US. Indian
talent is recognized and respected in global agency networks.
 No other country has access to so many trained management graduates who can
provide strategic inputs for brand and media planning.
 Indians are multicultural: we learn at least two languages and that gives us a head
start in understanding cultural diversity.

9. 9 | P a g e
Somlalit Institute of Management Studies
 Most of the top 20 agencies in India have a global partner or owner, which should
provide an immediate link to global markets.
 Our production standards in TV and print have improved: With a vibrant animation
software industry, we have access to this area of TV production.
 India's advanced IT capabilities can be used to develop Web-based communication
packages for global clients.
In marketing the marketers always try to reach maximum customer for getting their
attraction and so that it will be always reliably done with the help of the advertisement so
that the advertisement industry is going to grow with the globalised world. The marketer
always try to use the feasible, reliable and exposure based mediums for the getting the
attraction of customer. According to the marketing concept customer follow the purchasing
funnel that will be start with the awareness so for making to aware their customer about
their product they go to advertise and using the promotional tool for the product.
Approximately half of all Indian households own a television. So that it is a use for and
effective medium for the reach to the customer.
There are six DTH players with 54.52 million DTH users in India with the present prediction;
it is likely to overtake the US in terms of the largest DTH market in the world. As of 2012, the
country has a collection of free and subscription services over a variety of distribution
media, through which there are over 823 channels of which 184 are pay channels. Total
television viewership of 415 million is amongst the world’s highest with nearly 15-16
Television companies beaming programmers to India. The major players being Doordarshan,
STAR TV (Satellite Television Asia Network), Zee Television, United Television, CNN, Sony
Television, ATN (Asia Television Network), BBC World, SUN TV, Discovery Channel, TNT and
Others. (Entertainment industry in India, 2013)
9 | P a g e
Somlalit Institute of Management Studies
 Most of the top 20 agencies in India have a global partner or owner, which should
provide an immediate link to global markets.
 Our production standards in TV and print have improved: With a vibrant animation
software industry, we have access to this area of TV production.
 India's advanced IT capabilities can be used to develop Web-based communication
packages for global clients.
In marketing the marketers always try to reach maximum customer for getting their
attraction and so that it will be always reliably done with the help of the advertisement so
that the advertisement industry is going to grow with the globalised world. The marketer
always try to use the feasible, reliable and exposure based mediums for the getting the
attraction of customer. According to the marketing concept customer follow the purchasing
funnel that will be start with the awareness so for making to aware their customer about
their product they go to advertise and using the promotional tool for the product.
Approximately half of all Indian households own a television. So that it is a use for and
effective medium for the reach to the customer.
There are six DTH players with 54.52 million DTH users in India with the present prediction;
it is likely to overtake the US in terms of the largest DTH market in the world. As of 2012, the
country has a collection of free and subscription services over a variety of distribution
media, through which there are over 823 channels of which 184 are pay channels. Total
television viewership of 415 million is amongst the world’s highest with nearly 15-16
Television companies beaming programmers to India. The major players being Doordarshan,
STAR TV (Satellite Television Asia Network), Zee Television, United Television, CNN, Sony
Television, ATN (Asia Television Network), BBC World, SUN TV, Discovery Channel, TNT and
Others. (Entertainment industry in India, 2013)
9 | P a g e
Somlalit Institute of Management Studies
 Most of the top 20 agencies in India have a global partner or owner, which should
provide an immediate link to global markets.
 Our production standards in TV and print have improved: With a vibrant animation
software industry, we have access to this area of TV production.
 India's advanced IT capabilities can be used to develop Web-based communication
packages for global clients.
In marketing the marketers always try to reach maximum customer for getting their
attraction and so that it will be always reliably done with the help of the advertisement so
that the advertisement industry is going to grow with the globalised world. The marketer
always try to use the feasible, reliable and exposure based mediums for the getting the
attraction of customer. According to the marketing concept customer follow the purchasing
funnel that will be start with the awareness so for making to aware their customer about
their product they go to advertise and using the promotional tool for the product.
Approximately half of all Indian households own a television. So that it is a use for and
effective medium for the reach to the customer.
There are six DTH players with 54.52 million DTH users in India with the present prediction;
it is likely to overtake the US in terms of the largest DTH market in the world. As of 2012, the
country has a collection of free and subscription services over a variety of distribution
media, through which there are over 823 channels of which 184 are pay channels. Total
television viewership of 415 million is amongst the world’s highest with nearly 15-16
Television companies beaming programmers to India. The major players being Doordarshan,
STAR TV (Satellite Television Asia Network), Zee Television, United Television, CNN, Sony
Television, ATN (Asia Television Network), BBC World, SUN TV, Discovery Channel, TNT and
Others. (Entertainment industry in India, 2013)

10. 10 | P a g e
Somlalit Institute of Management Studies
The Indian media and entertainment (M&E) industry grew from Rs 728 billion (US$ 11.74
billion) in 2011 to Rs 820 billion (US$ 13.22 billion) in 2012, a growth of 12.6 per cent. Total
advertising expenditure (adex) across the media sector stood at Rs 327.4 billion (US$ 5.28
billion) in 2012, while advertising revenues grew by 9 per cent. (Advertising and Marketing
Industry in India, November 2013)
Another main reason for growing this industry is also can be the competitive world and this
is also due to having the adopting the concept of globalization. The television commercial
industry before adopting the globalization policy which is lead the technology and culture
and free market trade exchanges resulted into the cheaper television sets and the DTH
operators which is ultimately lead to the more customer getting through the television.
10 | P a g e
Somlalit Institute of Management Studies
The Indian media and entertainment (M&E) industry grew from Rs 728 billion (US$ 11.74
billion) in 2011 to Rs 820 billion (US$ 13.22 billion) in 2012, a growth of 12.6 per cent. Total
advertising expenditure (adex) across the media sector stood at Rs 327.4 billion (US$ 5.28
billion) in 2012, while advertising revenues grew by 9 per cent. (Advertising and Marketing
Industry in India, November 2013)
Another main reason for growing this industry is also can be the competitive world and this
is also due to having the adopting the concept of globalization. The television commercial
industry before adopting the globalization policy which is lead the technology and culture
and free market trade exchanges resulted into the cheaper television sets and the DTH
operators which is ultimately lead to the more customer getting through the television.
10 | P a g e
Somlalit Institute of Management Studies
The Indian media and entertainment (M&E) industry grew from Rs 728 billion (US$ 11.74
billion) in 2011 to Rs 820 billion (US$ 13.22 billion) in 2012, a growth of 12.6 per cent. Total
advertising expenditure (adex) across the media sector stood at Rs 327.4 billion (US$ 5.28
billion) in 2012, while advertising revenues grew by 9 per cent. (Advertising and Marketing
Industry in India, November 2013)
Another main reason for growing this industry is also can be the competitive world and this
is also due to having the adopting the concept of globalization. The television commercial
industry before adopting the globalization policy which is lead the technology and culture
and free market trade exchanges resulted into the cheaper television sets and the DTH
operators which is ultimately lead to the more customer getting through the television.

11. 11 | P a g e
Somlalit Institute of Management Studies
Competitors Analysis
i. Justdial:
a. Business Model:
Just Dial has established itself as the undisputed leader of local search in India. It provides
comprehensive and updated B2B and B2C services in India. The service is available on a
number of platforms like phone, internet, mobile internet and SMS. In keeping with the
latest technological treads, Just Dial has also launched its own mobile app for Android, ios
and blackberry.
Just Dial allows firms to list themselves for free. However, firms can also pay for sponsored
listings. This happens to be the biggest revenue source for Just Dial. The revenue model of
Just Dial can explained in the following steps:
11 | P a g e
Somlalit Institute of Management Studies
Competitors Analysis
i. Justdial:
a. Business Model:
Just Dial has established itself as the undisputed leader of local search in India. It provides
comprehensive and updated B2B and B2C services in India. The service is available on a
number of platforms like phone, internet, mobile internet and SMS. In keeping with the
latest technological treads, Just Dial has also launched its own mobile app for Android, ios
and blackberry.
Just Dial allows firms to list themselves for free. However, firms can also pay for sponsored
listings. This happens to be the biggest revenue source for Just Dial. The revenue model of
Just Dial can explained in the following steps:
11 | P a g e
Somlalit Institute of Management Studies
Competitors Analysis
i. Justdial:
a. Business Model:
Just Dial has established itself as the undisputed leader of local search in India. It provides
comprehensive and updated B2B and B2C services in India. The service is available on a
number of platforms like phone, internet, mobile internet and SMS. In keeping with the
latest technological treads, Just Dial has also launched its own mobile app for Android, ios
and blackberry.
Just Dial allows firms to list themselves for free. However, firms can also pay for sponsored
listings. This happens to be the biggest revenue source for Just Dial. The revenue model of
Just Dial can explained in the following steps:

12. 12 | P a g e
Somlalit Institute of Management Studies
b. Profit/Revenue:
According to CRISIL research report, Just Dial has maintained an astounding 39%
Compounded Annual Growth Rate (CAGR) over the last four years. This led CRISIL to issue a
gradation of 5/5 for Just Dial's IPO launched this year. Starting off with Rs. 50,000
investment in 1997, Just Dial's revenue grew from Revenues grew from Rs 85 lakh in March
1997 to Rs 200 crore in March 2011. For the nine months of FY13, Just Dial recorded
revenues of Rs 271.6 crore and net profits of Rs 47 crore. Although the revenue figures
might indiacate otherwise, no more than 2% of Just Dials 9.1 Million listings are paid for.
Given below is a break-up of clients.
According to CRISIL research,
the business plan for Just Dial
is stable and reliable as it is a
negative working capital and a
debt-free business model.
Also, being the first mover in
the niche and by having
superiority in technology,
databases and having a
business model that is hard to
replicate exactly, Just Dial is
likely to remain the market
leader in local search for quite
some time to come. The
number of visitors to their site
bears that claim.
12 | P a g e
Somlalit Institute of Management Studies
b. Profit/Revenue:
According to CRISIL research report, Just Dial has maintained an astounding 39%
Compounded Annual Growth Rate (CAGR) over the last four years. This led CRISIL to issue a
gradation of 5/5 for Just Dial's IPO launched this year. Starting off with Rs. 50,000
investment in 1997, Just Dial's revenue grew from Revenues grew from Rs 85 lakh in March
1997 to Rs 200 crore in March 2011. For the nine months of FY13, Just Dial recorded
revenues of Rs 271.6 crore and net profits of Rs 47 crore. Although the revenue figures
might indiacate otherwise, no more than 2% of Just Dials 9.1 Million listings are paid for.
Given below is a break-up of clients.
According to CRISIL research,
the business plan for Just Dial
is stable and reliable as it is a
negative working capital and a
debt-free business model.
Also, being the first mover in
the niche and by having
superiority in technology,
databases and having a
business model that is hard to
replicate exactly, Just Dial is
likely to remain the market
leader in local search for quite
some time to come. The
number of visitors to their site
bears that claim.
12 | P a g e
Somlalit Institute of Management Studies
b. Profit/Revenue:
According to CRISIL research report, Just Dial has maintained an astounding 39%
Compounded Annual Growth Rate (CAGR) over the last four years. This led CRISIL to issue a
gradation of 5/5 for Just Dial's IPO launched this year. Starting off with Rs. 50,000
investment in 1997, Just Dial's revenue grew from Revenues grew from Rs 85 lakh in March
1997 to Rs 200 crore in March 2011. For the nine months of FY13, Just Dial recorded
revenues of Rs 271.6 crore and net profits of Rs 47 crore. Although the revenue figures
might indiacate otherwise, no more than 2% of Just Dials 9.1 Million listings are paid for.
Given below is a break-up of clients.
According to CRISIL research,
the business plan for Just Dial
is stable and reliable as it is a
negative working capital and a
debt-free business model.
Also, being the first mover in
the niche and by having
superiority in technology,
databases and having a
business model that is hard to
replicate exactly, Just Dial is
likely to remain the market
leader in local search for quite
some time to come. The
number of visitors to their site
bears that claim.

13. 13 | P a g e
Somlalit Institute of Management Studies
c. Funding:
On March 20, 2013, Just dial had obtained approval from Securities and Exchange Board of
India (SEBI) for its proposed Initial public offering (IPO).
In May 2013, Just dial went public on May 20 at a price between Rs. 470-543. Out of 17.5
million shares, 13.5 million shares were offered to the public and 3,936,925 shares have
been subscribed to by 15 Anchor Investors at Rs 530 per equity share, for a total of around
Rs 208.65 crore. Just Dial has reserved 75% of its IPO for institutional investors, 15% for high
net worth individuals (hnis) and remaining 10% for retail investors.
d. How They Promote:
Just Dial uses a mix of Television, Radio, Print and Online media to promote themselves.
From the beginning, VSS Mani made sure the company had a phone number
(8888888888) that will be easy to remember. The company also roped in Amitabh Bachchan
and Boman Irani to feature in their ads, which have been very well received. Incidentally,
Amitach Bachchan also invested around Rs. 6 lakh in Just Dial before the IPO, and he has
gained more than Rs. 3 crore after the IPO. Mostly though, among a large part of Indian
crowd, Just Dial has gained popularity by simple word-of-mouth, which is the best kind.
While their service is certain to impress a first time caller, the unique phone number
ensures that when the caller passes the word around, the number is also passed on.
Just Dial TVC featuring the Big-B
(bhanusmita, Jul 09, 2013)
13 | P a g e
Somlalit Institute of Management Studies
c. Funding:
On March 20, 2013, Just dial had obtained approval from Securities and Exchange Board of
India (SEBI) for its proposed Initial public offering (IPO).
In May 2013, Just dial went public on May 20 at a price between Rs. 470-543. Out of 17.5
million shares, 13.5 million shares were offered to the public and 3,936,925 shares have
been subscribed to by 15 Anchor Investors at Rs 530 per equity share, for a total of around
Rs 208.65 crore. Just Dial has reserved 75% of its IPO for institutional investors, 15% for high
net worth individuals (hnis) and remaining 10% for retail investors.
d. How They Promote:
Just Dial uses a mix of Television, Radio, Print and Online media to promote themselves.
From the beginning, VSS Mani made sure the company had a phone number
(8888888888) that will be easy to remember. The company also roped in Amitabh Bachchan
and Boman Irani to feature in their ads, which have been very well received. Incidentally,
Amitach Bachchan also invested around Rs. 6 lakh in Just Dial before the IPO, and he has
gained more than Rs. 3 crore after the IPO. Mostly though, among a large part of Indian
crowd, Just Dial has gained popularity by simple word-of-mouth, which is the best kind.
While their service is certain to impress a first time caller, the unique phone number
ensures that when the caller passes the word around, the number is also passed on.
Just Dial TVC featuring the Big-B
(bhanusmita, Jul 09, 2013)
13 | P a g e
Somlalit Institute of Management Studies
c. Funding:
On March 20, 2013, Just dial had obtained approval from Securities and Exchange Board of
India (SEBI) for its proposed Initial public offering (IPO).
In May 2013, Just dial went public on May 20 at a price between Rs. 470-543. Out of 17.5
million shares, 13.5 million shares were offered to the public and 3,936,925 shares have
been subscribed to by 15 Anchor Investors at Rs 530 per equity share, for a total of around
Rs 208.65 crore. Just Dial has reserved 75% of its IPO for institutional investors, 15% for high
net worth individuals (hnis) and remaining 10% for retail investors.
d. How They Promote:
Just Dial uses a mix of Television, Radio, Print and Online media to promote themselves.
From the beginning, VSS Mani made sure the company had a phone number
(8888888888) that will be easy to remember. The company also roped in Amitabh Bachchan
and Boman Irani to feature in their ads, which have been very well received. Incidentally,
Amitach Bachchan also invested around Rs. 6 lakh in Just Dial before the IPO, and he has
gained more than Rs. 3 crore after the IPO. Mostly though, among a large part of Indian
crowd, Just Dial has gained popularity by simple word-of-mouth, which is the best kind.
While their service is certain to impress a first time caller, the unique phone number
ensures that when the caller passes the word around, the number is also passed on.
Just Dial TVC featuring the Big-B
(bhanusmita, Jul 09, 2013)

14. 14 | P a g e
Somlalit Institute of Management Studies
ii. Indiamart.com
a. History
In 1996, Dinesh Agarwal, Founder & CEO, indiamart, established India's first business
matchmaking platform. With only 500 subscribers of the internet, indiamart started its
journey as the first internet marketplace.
b. Growth
Eighteen years ago, indiamart announced its arrival in the Indian online space as India's first
online B2B marketplace and introduced the concept of free listing & free-query forwarding
to familiarize Indian smes with benefits of Internet for business promotion. Within six
months of the launch, it reached break-even point.
In 2000,
indiamart
became a
limited
company from
indiamart
intermesh
Systems and
was called
indiamart
intermesh Ltd.
In the same
year, it
received
various awards
including
HHEC, Jindal Organization and modicorp and touched 5 million page views per month.
In 2004, indiamart became the first ISO 9001:2000 company in its domain.
Survived dot-com bubble burst
During the dotcom bubble burst, indiamart emerged as one of the few surviving and
profitable ventures amongst many other players which closed down due to various reasons.
Business World magazine declared indiamart.com as "the only profitable Indian Dotcom,
with positive cash flows".
14 | P a g e
Somlalit Institute of Management Studies
ii. Indiamart.com
a. History
In 1996, Dinesh Agarwal, Founder & CEO, indiamart, established India's first business
matchmaking platform. With only 500 subscribers of the internet, indiamart started its
journey as the first internet marketplace.
b. Growth
Eighteen years ago, indiamart announced its arrival in the Indian online space as India's first
online B2B marketplace and introduced the concept of free listing & free-query forwarding
to familiarize Indian smes with benefits of Internet for business promotion. Within six
months of the launch, it reached break-even point.
In 2000,
indiamart
became a
limited
company from
indiamart
intermesh
Systems and
was called
indiamart
intermesh Ltd.
In the same
year, it
received
various awards
including
HHEC, Jindal Organization and modicorp and touched 5 million page views per month.
In 2004, indiamart became the first ISO 9001:2000 company in its domain.
Survived dot-com bubble burst
During the dotcom bubble burst, indiamart emerged as one of the few surviving and
profitable ventures amongst many other players which closed down due to various reasons.
Business World magazine declared indiamart.com as "the only profitable Indian Dotcom,
with positive cash flows".
14 | P a g e
Somlalit Institute of Management Studies
ii. Indiamart.com
a. History
In 1996, Dinesh Agarwal, Founder & CEO, indiamart, established India's first business
matchmaking platform. With only 500 subscribers of the internet, indiamart started its
journey as the first internet marketplace.
b. Growth
Eighteen years ago, indiamart announced its arrival in the Indian online space as India's first
online B2B marketplace and introduced the concept of free listing & free-query forwarding
to familiarize Indian smes with benefits of Internet for business promotion. Within six
months of the launch, it reached break-even point.
In 2000,
indiamart
became a
limited
company from
indiamart
intermesh
Systems and
was called
indiamart
intermesh Ltd.
In the same
year, it
received
various awards
including
HHEC, Jindal Organization and modicorp and touched 5 million page views per month.
In 2004, indiamart became the first ISO 9001:2000 company in its domain.
Survived dot-com bubble burst
During the dotcom bubble burst, indiamart emerged as one of the few surviving and
profitable ventures amongst many other players which closed down due to various reasons.
Business World magazine declared indiamart.com as "the only profitable Indian Dotcom,
with positive cash flows".

15. 15 | P a g e
Somlalit Institute of Management Studies
Expansion
Over the period of time, the company expanded to 40 offices that has pan-India presence.
Indiamart progressed from a mere online B2B platform to India's biggest SME marketplace,
with over 10 million monthly visitors.
c. Events
In 2010, indiamart joined hands with ET NOW, India's leading financial news channel, for
Leaders of Tomorrow Awards dedicated to the Indian smes. Since then, the Awards have
felicitated smes across the country for their entrepreneurial excellence across various
categories. It includes two special Awards - MSME of the Year and Woman Leader of
Tomorrow amongst others.
Emerging Business Forum in association with Zee Business, being one of its most popular
events, is currently running its 4th season.
d. Mobile App & Website
A unique mobile App of indiamart was launched in May, 2013, across all Android devices.
Soon after, an App for IOS devices was also made available. Additionally, the website also
adapted to a mobile version, 'm.indiamart.com' which offers access to almost all the
product categories on its platform through mobile handsets. Both the mobile site and App
15 | P a g e
Somlalit Institute of Management Studies
Expansion
Over the period of time, the company expanded to 40 offices that has pan-India presence.
Indiamart progressed from a mere online B2B platform to India's biggest SME marketplace,
with over 10 million monthly visitors.
c. Events
In 2010, indiamart joined hands with ET NOW, India's leading financial news channel, for
Leaders of Tomorrow Awards dedicated to the Indian smes. Since then, the Awards have
felicitated smes across the country for their entrepreneurial excellence across various
categories. It includes two special Awards - MSME of the Year and Woman Leader of
Tomorrow amongst others.
Emerging Business Forum in association with Zee Business, being one of its most popular
events, is currently running its 4th season.
d. Mobile App & Website
A unique mobile App of indiamart was launched in May, 2013, across all Android devices.
Soon after, an App for IOS devices was also made available. Additionally, the website also
adapted to a mobile version, 'm.indiamart.com' which offers access to almost all the
product categories on its platform through mobile handsets. Both the mobile site and App
15 | P a g e
Somlalit Institute of Management Studies
Expansion
Over the period of time, the company expanded to 40 offices that has pan-India presence.
Indiamart progressed from a mere online B2B platform to India's biggest SME marketplace,
with over 10 million monthly visitors.
c. Events
In 2010, indiamart joined hands with ET NOW, India's leading financial news channel, for
Leaders of Tomorrow Awards dedicated to the Indian smes. Since then, the Awards have
felicitated smes across the country for their entrepreneurial excellence across various
categories. It includes two special Awards - MSME of the Year and Woman Leader of
Tomorrow amongst others.
Emerging Business Forum in association with Zee Business, being one of its most popular
events, is currently running its 4th season.
d. Mobile App & Website
A unique mobile App of indiamart was launched in May, 2013, across all Android devices.
Soon after, an App for IOS devices was also made available. Additionally, the website also
adapted to a mobile version, 'm.indiamart.com' which offers access to almost all the
product categories on its platform through mobile handsets. Both the mobile site and App

16. 16 | P a g e
Somlalit Institute of Management Studies
allow the users to send business enquiries and SMS directly from their mobile handsets.
Moreover the buyers have the option of calling the suppliers by just clicking on the
displayed number.
More than 1 lakh users have downloaded the App and are leveraging benefits of the
platform while on the move.
Board of directors include investors and independent professionals, which include Rajesh
Sawhney (Founder, Super Angels of India & former President, Reliance Entertainment), Amit
Behl,
e. Tolexo.com
Indiamart launched India's first ever B2B e-commerce marketpace Tolexo.com in June,
2014. It hosts over 100 brands and is a perfect tool for buyers looking to purchase industrial
and construction goods and supplies.
(wikipedia, June 2014)
(Tyagi, Nov 23, 2010)
16 | P a g e
Somlalit Institute of Management Studies
allow the users to send business enquiries and SMS directly from their mobile handsets.
Moreover the buyers have the option of calling the suppliers by just clicking on the
displayed number.
More than 1 lakh users have downloaded the App and are leveraging benefits of the
platform while on the move.
Board of directors include investors and independent professionals, which include Rajesh
Sawhney (Founder, Super Angels of India & former President, Reliance Entertainment), Amit
Behl,
e. Tolexo.com
Indiamart launched India's first ever B2B e-commerce marketpace Tolexo.com in June,
2014. It hosts over 100 brands and is a perfect tool for buyers looking to purchase industrial
and construction goods and supplies.
(wikipedia, June 2014)
(Tyagi, Nov 23, 2010)
16 | P a g e
Somlalit Institute of Management Studies
allow the users to send business enquiries and SMS directly from their mobile handsets.
Moreover the buyers have the option of calling the suppliers by just clicking on the
displayed number.
More than 1 lakh users have downloaded the App and are leveraging benefits of the
platform while on the move.
Board of directors include investors and independent professionals, which include Rajesh
Sawhney (Founder, Super Angels of India & former President, Reliance Entertainment), Amit
Behl,
e. Tolexo.com
Indiamart launched India's first ever B2B e-commerce marketpace Tolexo.com in June,
2014. It hosts over 100 brands and is a perfect tool for buyers looking to purchase industrial
and construction goods and supplies.
(wikipedia, June 2014)
(Tyagi, Nov 23, 2010)

17. 17 | P a g e
Somlalit Institute of Management Studies
Internet penetration in World
Year
(July 1)
Internet
Users
Users
Growth
World
Population
Population
Growth
Penetration (%
of Pop. With
Internet)
2014* 2925249355 7.90% 7243784121 1.14% 40.40%
2013 2712239573 8.00% 7162119430 1.16% 37.90%
2012 2511615523 10.50% 7080072420 1.17% 35.50%
2011 2272463038 11.70% 6997998760 1.18% 32.50%
2010 2034259368 16.10% 6916183480 1.19% 29.40%
2009 1752333178 12.20% 6834721930 1.20% 25.60%
2008 1562067594 13.80% 6753649230 1.21% 23.10%
2007 1373040542 18.60% 6673105940 1.21% 20.60%
2006 1157500065 12.40% 6593227980 1.21% 17.60%
2005 1029717906 13.10% 6514094610 1.22% 15.80%
2004 910060180 16.90% 6435705600 1.22% 14.10%
2003 778555680 17.50% 6357991750 1.23% 12.20%
2002 662663600 32.40% 6280853820 1.24% 10.60%
2001 500609240 21.10% 6204147030 1.25% 8.10%
2000 413425190 47.20% 6127700430 1.26% 6.70%
1999 280866670 49.40% 6051478010 1.27% 4.60%
1998 188023930 55.70% 5975303660 1.30% 3.10%
1997 120758310 56.00% 5898688340 1.33% 2.00%
1996 77433860 72.70% 5821016750 1.38% 1.30%
1995 44838900 76.20% 5741822410 1.43% 0.80%
1994 25454590 79.70% 5661086350 1.47% 0.40%
1993 14161570 5578865110 0.30%
* Estimate for July 1, 2014
Source: Internet Live Stats (elaboration of data by International Telecommunication Union
(ITU) and United Nations Population Division)
17 | P a g e
Somlalit Institute of Management Studies
Internet penetration in World
Year
(July 1)
Internet
Users
Users
Growth
World
Population
Population
Growth
Penetration (%
of Pop. With
Internet)
2014* 2925249355 7.90% 7243784121 1.14% 40.40%
2013 2712239573 8.00% 7162119430 1.16% 37.90%
2012 2511615523 10.50% 7080072420 1.17% 35.50%
2011 2272463038 11.70% 6997998760 1.18% 32.50%
2010 2034259368 16.10% 6916183480 1.19% 29.40%
2009 1752333178 12.20% 6834721930 1.20% 25.60%
2008 1562067594 13.80% 6753649230 1.21% 23.10%
2007 1373040542 18.60% 6673105940 1.21% 20.60%
2006 1157500065 12.40% 6593227980 1.21% 17.60%
2005 1029717906 13.10% 6514094610 1.22% 15.80%
2004 910060180 16.90% 6435705600 1.22% 14.10%
2003 778555680 17.50% 6357991750 1.23% 12.20%
2002 662663600 32.40% 6280853820 1.24% 10.60%
2001 500609240 21.10% 6204147030 1.25% 8.10%
2000 413425190 47.20% 6127700430 1.26% 6.70%
1999 280866670 49.40% 6051478010 1.27% 4.60%
1998 188023930 55.70% 5975303660 1.30% 3.10%
1997 120758310 56.00% 5898688340 1.33% 2.00%
1996 77433860 72.70% 5821016750 1.38% 1.30%
1995 44838900 76.20% 5741822410 1.43% 0.80%
1994 25454590 79.70% 5661086350 1.47% 0.40%
1993 14161570 5578865110 0.30%
* Estimate for July 1, 2014
Source: Internet Live Stats (elaboration of data by International Telecommunication Union
(ITU) and United Nations Population Division)
17 | P a g e
Somlalit Institute of Management Studies
Internet penetration in World
Year
(July 1)
Internet
Users
Users
Growth
World
Population
Population
Growth
Penetration (%
of Pop. With
Internet)
2014* 2925249355 7.90% 7243784121 1.14% 40.40%
2013 2712239573 8.00% 7162119430 1.16% 37.90%
2012 2511615523 10.50% 7080072420 1.17% 35.50%
2011 2272463038 11.70% 6997998760 1.18% 32.50%
2010 2034259368 16.10% 6916183480 1.19% 29.40%
2009 1752333178 12.20% 6834721930 1.20% 25.60%
2008 1562067594 13.80% 6753649230 1.21% 23.10%
2007 1373040542 18.60% 6673105940 1.21% 20.60%
2006 1157500065 12.40% 6593227980 1.21% 17.60%
2005 1029717906 13.10% 6514094610 1.22% 15.80%
2004 910060180 16.90% 6435705600 1.22% 14.10%
2003 778555680 17.50% 6357991750 1.23% 12.20%
2002 662663600 32.40% 6280853820 1.24% 10.60%
2001 500609240 21.10% 6204147030 1.25% 8.10%
2000 413425190 47.20% 6127700430 1.26% 6.70%
1999 280866670 49.40% 6051478010 1.27% 4.60%
1998 188023930 55.70% 5975303660 1.30% 3.10%
1997 120758310 56.00% 5898688340 1.33% 2.00%
1996 77433860 72.70% 5821016750 1.38% 1.30%
1995 44838900 76.20% 5741822410 1.43% 0.80%
1994 25454590 79.70% 5661086350 1.47% 0.40%
1993 14161570 5578865110 0.30%
* Estimate for July 1, 2014
Source: Internet Live Stats (elaboration of data by International Telecommunication Union
(ITU) and United Nations Population Division)

18. 18 | P a g e
Somlalit Institute of Management Studies
Internet Penetration in India
Year
(July
1)
Internet
Users**
User
Growth
New
Users
Country
Population
Population
Change
Penetration
(% of Pop.
With
Internet)
Global
Rank
2014* 243198922 14% 29859598 1267401849 1.22% 19.19% 3
2013* 213339324 37% 57763380 1252139596 1.25% 17.04% 3
2012 155575944 27% 32605503 1236686732 1.27% 12.58% 3
2011 122970441 36% 32548593 1221156319 1.29% 10.07% 3
2010 90421849 48% 29486779 1205624648 1.30% 7.50% 4
2009 60935069 18% 9484859 1190138069 1.32% 5.12% 6
2008 51450210 12% 5665948 1174662334 1.34% 4.38% 6
2007 45784262 43% 13709281 1159095250 1.38% 3.95% 6
2006 32074981 19% 5157948 1143289350 1.43% 2.81% 7
2005 26917033 23% 4969545 1127143548 1.49% 2.39% 7
2004 21947488 19% 3500884 1110626108 1.54% 1.98% 8
2003 18446604 11% 1888210 1093786762 1.59% 1.69% 9
2002 16558394 137% 9564138 1076705723 1.62% 1.54% 8
2001 6994257 27% 1495988 1059500888 1.65% 0.66% 12
2000 5498269 96% 2697680 1042261758 1.68% 0.53% 9
* Estimate for July 1, 2014
** Internet User = individual who can access the Internet at home, via any device type and
connection. More details.
Source: Internet Live Stats (www.internetlivestats.com)
Elaboration of data by Internet & Mobile Association of India (IAMAI), International
Telecommunication Union (ITU), World Bank, and United Nations Population Division.
18 | P a g e
Somlalit Institute of Management Studies
Internet Penetration in India
Year
(July
1)
Internet
Users**
User
Growth
New
Users
Country
Population
Population
Change
Penetration
(% of Pop.
With
Internet)
Global
Rank
2014* 243198922 14% 29859598 1267401849 1.22% 19.19% 3
2013* 213339324 37% 57763380 1252139596 1.25% 17.04% 3
2012 155575944 27% 32605503 1236686732 1.27% 12.58% 3
2011 122970441 36% 32548593 1221156319 1.29% 10.07% 3
2010 90421849 48% 29486779 1205624648 1.30% 7.50% 4
2009 60935069 18% 9484859 1190138069 1.32% 5.12% 6
2008 51450210 12% 5665948 1174662334 1.34% 4.38% 6
2007 45784262 43% 13709281 1159095250 1.38% 3.95% 6
2006 32074981 19% 5157948 1143289350 1.43% 2.81% 7
2005 26917033 23% 4969545 1127143548 1.49% 2.39% 7
2004 21947488 19% 3500884 1110626108 1.54% 1.98% 8
2003 18446604 11% 1888210 1093786762 1.59% 1.69% 9
2002 16558394 137% 9564138 1076705723 1.62% 1.54% 8
2001 6994257 27% 1495988 1059500888 1.65% 0.66% 12
2000 5498269 96% 2697680 1042261758 1.68% 0.53% 9
* Estimate for July 1, 2014
** Internet User = individual who can access the Internet at home, via any device type and
connection. More details.
Source: Internet Live Stats (www.internetlivestats.com)
Elaboration of data by Internet & Mobile Association of India (IAMAI), International
Telecommunication Union (ITU), World Bank, and United Nations Population Division.
18 | P a g e
Somlalit Institute of Management Studies
Internet Penetration in India
Year
(July
1)
Internet
Users**
User
Growth
New
Users
Country
Population
Population
Change
Penetration
(% of Pop.
With
Internet)
Global
Rank
2014* 243198922 14% 29859598 1267401849 1.22% 19.19% 3
2013* 213339324 37% 57763380 1252139596 1.25% 17.04% 3
2012 155575944 27% 32605503 1236686732 1.27% 12.58% 3
2011 122970441 36% 32548593 1221156319 1.29% 10.07% 3
2010 90421849 48% 29486779 1205624648 1.30% 7.50% 4
2009 60935069 18% 9484859 1190138069 1.32% 5.12% 6
2008 51450210 12% 5665948 1174662334 1.34% 4.38% 6
2007 45784262 43% 13709281 1159095250 1.38% 3.95% 6
2006 32074981 19% 5157948 1143289350 1.43% 2.81% 7
2005 26917033 23% 4969545 1127143548 1.49% 2.39% 7
2004 21947488 19% 3500884 1110626108 1.54% 1.98% 8
2003 18446604 11% 1888210 1093786762 1.59% 1.69% 9
2002 16558394 137% 9564138 1076705723 1.62% 1.54% 8
2001 6994257 27% 1495988 1059500888 1.65% 0.66% 12
2000 5498269 96% 2697680 1042261758 1.68% 0.53% 9
* Estimate for July 1, 2014
** Internet User = individual who can access the Internet at home, via any device type and
connection. More details.
Source: Internet Live Stats (www.internetlivestats.com)
Elaboration of data by Internet & Mobile Association of India (IAMAI), International
Telecommunication Union (ITU), World Bank, and United Nations Population Division.

19. 19 | P a g e
Somlalit Institute of Management Studies
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
140.00%
2014* 2013* 2012 2011 2010
World Users Growth
India User Growth
19 | P a g e
Somlalit Institute of Management Studies
2010 2009 2008 2007 2006 2005 2004 2003
World Vs India
World Penetration (% of Pop. with Internet)
India Penetration (% of Pop. with Internet)
19 | P a g e
Somlalit Institute of Management Studies
2003 2002 2001 2000
World Penetration (% of Pop. with Internet)
India Penetration (% of Pop. with Internet)

20. 20 | P a g e
Somlalit Institute of Management Studies
Introduction of the Company
Kumbh Design Inc is an advertising agency & operates as renowned leader in the Graphic
Design, Website Design, Web Development and Advertising world, helping organizations to
achieve their marketing goals and providing robust branding solutions. Creative,
experienced and business-savvy, our design team knows what is needed to create a visual
identity that will have an immediate and positive impact on a company's bottom line.
Since 1999 we are catering to our esteemed clients for their print media and web designing
needs. Design team at Kumbh is equipped diverse experience and strong domain
knowledge.
In the arena of indoor graphic design
we provide corporate film, custom
logo design, corporate branding
solutions, and corporate Identity
(business card, letterhead, envelope,
fax cover sheet etc.) Our product
range for corporate graphic design
includes promotional material such as
A4 brochure, tri-fold brochure,
product and offer leaflet, document
folder, poster, pricelist, calendar,
menu, print and ad design.
We also cater to packaging designs for custom packaging box and labels design as per
customer’s need that appeal product to catch attention of consumer buy.
As we know; all products need more visibility for sales, therefore all companies time to time
take part in exhibitions that too with big display of their product and business.
For web media we providing corporate and product website design and development with
static and dynamic pages, coding, website template, website banner, flash website design,
ecommerce website with online payment module.
Kumbh design as an advertising agency provide one stop solutions for web media including
20 | P a g e
Somlalit Institute of Management Studies
Introduction of the Company
Kumbh Design Inc is an advertising agency & operates as renowned leader in the Graphic
Design, Website Design, Web Development and Advertising world, helping organizations to
achieve their marketing goals and providing robust branding solutions. Creative,
experienced and business-savvy, our design team knows what is needed to create a visual
identity that will have an immediate and positive impact on a company's bottom line.
Since 1999 we are catering to our esteemed clients for their print media and web designing
needs. Design team at Kumbh is equipped diverse experience and strong domain
knowledge.
In the arena of indoor graphic design
we provide corporate film, custom
logo design, corporate branding
solutions, and corporate Identity
(business card, letterhead, envelope,
fax cover sheet etc.) Our product
range for corporate graphic design
includes promotional material such as
A4 brochure, tri-fold brochure,
product and offer leaflet, document
folder, poster, pricelist, calendar,
menu, print and ad design.
We also cater to packaging designs for custom packaging box and labels design as per
customer’s need that appeal product to catch attention of consumer buy.
As we know; all products need more visibility for sales, therefore all companies time to time
take part in exhibitions that too with big display of their product and business.
For web media we providing corporate and product website design and development with
static and dynamic pages, coding, website template, website banner, flash website design,
ecommerce website with online payment module.
Kumbh design as an advertising agency provide one stop solutions for web media including
20 | P a g e
Somlalit Institute of Management Studies
Introduction of the Company
Kumbh Design Inc is an advertising agency & operates as renowned leader in the Graphic
Design, Website Design, Web Development and Advertising world, helping organizations to
achieve their marketing goals and providing robust branding solutions. Creative,
experienced and business-savvy, our design team knows what is needed to create a visual
identity that will have an immediate and positive impact on a company's bottom line.
Since 1999 we are catering to our esteemed clients for their print media and web designing
needs. Design team at Kumbh is equipped diverse experience and strong domain
knowledge.
In the arena of indoor graphic design
we provide corporate film, custom
logo design, corporate branding
solutions, and corporate Identity
(business card, letterhead, envelope,
fax cover sheet etc.) Our product
range for corporate graphic design
includes promotional material such as
A4 brochure, tri-fold brochure,
product and offer leaflet, document
folder, poster, pricelist, calendar,
menu, print and ad design.
We also cater to packaging designs for custom packaging box and labels design as per
customer’s need that appeal product to catch attention of consumer buy.
As we know; all products need more visibility for sales, therefore all companies time to time
take part in exhibitions that too with big display of their product and business.
For web media we providing corporate and product website design and development with
static and dynamic pages, coding, website template, website banner, flash website design,
ecommerce website with online payment module.
Kumbh design as an advertising agency provide one stop solutions for web media including

21. 21 | P a g e
Somlalit Institute of Management Studies
domain registration, website hosting services and SEO (search engine optimization, web
marketing) at affordable cost. (Designs, Kumbh Designs About)
Our first task was to understand the site we were given 2 days to understand the website. In
this process we started understanding the website from the retailer’s point of view as well
as customer’s point of view. By undergoing this process, we understood “What digital
marketing is and why digital marketing Is becoming so important for all businesses.”
Basically toplocal.in is a website which gives platform to the stores of Ahmedabad. It
provides advertisement of the stores in different manners. (Toplocal)
21 | P a g e
Somlalit Institute of Management Studies
domain registration, website hosting services and SEO (search engine optimization, web
marketing) at affordable cost. (Designs, Kumbh Designs About)
Our first task was to understand the site we were given 2 days to understand the website. In
this process we started understanding the website from the retailer’s point of view as well
as customer’s point of view. By undergoing this process, we understood “What digital
marketing is and why digital marketing Is becoming so important for all businesses.”
Basically toplocal.in is a website which gives platform to the stores of Ahmedabad. It
provides advertisement of the stores in different manners. (Toplocal)
21 | P a g e
Somlalit Institute of Management Studies
domain registration, website hosting services and SEO (search engine optimization, web
marketing) at affordable cost. (Designs, Kumbh Designs About)
Our first task was to understand the site we were given 2 days to understand the website. In
this process we started understanding the website from the retailer’s point of view as well
as customer’s point of view. By undergoing this process, we understood “What digital
marketing is and why digital marketing Is becoming so important for all businesses.”
Basically toplocal.in is a website which gives platform to the stores of Ahmedabad. It
provides advertisement of the stores in different manners. (Toplocal)

22. 22 | P a g e
Somlalit Institute of Management Studies
Brief about toplocal.in
The project that was given to us was “toplocal.in”. Toplocl.in is the actually a platform for
retailers and brands to endorse and to make their store famous through digital marketing.
Toplocal.in is website which is totally handled by the company called Kumbh Design Inc. This
company started this concept to explore the local stores on the website. The company
understands the value of customers very well so as this is the modern world, they wanted to
provide special treatment to the local stores of the Ahmedabad so that they get benefited
out of it and customers too.
Why Digital Marketing?
In simplistic terms, digital marketing is the promotion of products or brands via one or more
forms of electronic media. Digital marketing 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 isn’t – typically in real time.
Digital marketers monitor things like what is being viewed, how often and for how long,
sales conversions, what content works and doesn’t work, etc. While the Internet is, perhaps,
the channel 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. (Shambhavi Anand, Dec 26, 2013, 07.26 PM IST)
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. And 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.
22 | P a g e
Somlalit Institute of Management Studies
Brief about toplocal.in
The project that was given to us was “toplocal.in”. Toplocl.in is the actually a platform for
retailers and brands to endorse and to make their store famous through digital marketing.
Toplocal.in is website which is totally handled by the company called Kumbh Design Inc. This
company started this concept to explore the local stores on the website. The company
understands the value of customers very well so as this is the modern world, they wanted to
provide special treatment to the local stores of the Ahmedabad so that they get benefited
out of it and customers too.
Why Digital Marketing?
In simplistic terms, digital marketing is the promotion of products or brands via one or more
forms of electronic media. Digital marketing 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 isn’t – typically in real time.
Digital marketers monitor things like what is being viewed, how often and for how long,
sales conversions, what content works and doesn’t work, etc. While the Internet is, perhaps,
the channel 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. (Shambhavi Anand, Dec 26, 2013, 07.26 PM IST)
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. And 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.
22 | P a g e
Somlalit Institute of Management Studies
Brief about toplocal.in
The project that was given to us was “toplocal.in”. Toplocl.in is the actually a platform for
retailers and brands to endorse and to make their store famous through digital marketing.
Toplocal.in is website which is totally handled by the company called Kumbh Design Inc. This
company started this concept to explore the local stores on the website. The company
understands the value of customers very well so as this is the modern world, they wanted to
provide special treatment to the local stores of the Ahmedabad so that they get benefited
out of it and customers too.
Why Digital Marketing?
In simplistic terms, digital marketing is the promotion of products or brands via one or more
forms of electronic media. Digital marketing 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 isn’t – typically in real time.
Digital marketers monitor things like what is being viewed, how often and for how long,
sales conversions, what content works and doesn’t work, etc. While the Internet is, perhaps,
the channel 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. (Shambhavi Anand, Dec 26, 2013, 07.26 PM IST)
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. And 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.

23. 23 | P a g e
Somlalit Institute of Management Studies
In simplistic terms, digital marketing is the promotion of products or brands via one or more
forms of electronic media. Digital marketing 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 isn’t – typically in real time.
Digital marketers monitor things like what is being viewed, how often and for how long,
sales conversions, what content works and doesn’t work, etc. While the Internet is, perhaps,
the channel 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. (Das, 31 JANUARY 2011)
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. And 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. (Shambhavi Anand, Dec 26, 2013, 07.26 PM IST)
23 | P a g e
Somlalit Institute of Management Studies
In simplistic terms, digital marketing is the promotion of products or brands via one or more
forms of electronic media. Digital marketing 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 isn’t – typically in real time.
Digital marketers monitor things like what is being viewed, how often and for how long,
sales conversions, what content works and doesn’t work, etc. While the Internet is, perhaps,
the channel 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. (Das, 31 JANUARY 2011)
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. And 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. (Shambhavi Anand, Dec 26, 2013, 07.26 PM IST)
23 | P a g e
Somlalit Institute of Management Studies
In simplistic terms, digital marketing is the promotion of products or brands via one or more
forms of electronic media. Digital marketing 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 isn’t – typically in real time.
Digital marketers monitor things like what is being viewed, how often and for how long,
sales conversions, what content works and doesn’t work, etc. While the Internet is, perhaps,
the channel 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. (Das, 31 JANUARY 2011)
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. And 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. (Shambhavi Anand, Dec 26, 2013, 07.26 PM IST)