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Impact of Digital Marketing as a Marketing Tool in India

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Impact of Digital Marketing as a Marketing Tool in India

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Summer Internship Project Submitted to University of Pune in 2012.
It is related with few companies from Different sectors where digital marketing uses is more or less.
We can use digital marketing for company penetration as well and marketing purpose.
I tried to collect data and interpret it in Project report format.

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  1. 1. Page | 1 Title “The impact of digital marketing as a marketing tool in INDIAN market”
  2. 2. Page | 2 ACKNOWLEDGEMENT Any activity big or small is a result of collective effort of several individuals. From the very beginning of human civilization to this complex world, we are dependent on each other for accomplishment our goals. The project report of 5 such magnitude could not be accomplished without the assistance of several people who participated directly or indirectly. This project report is also the result of collective effort and support of several individuals who have been given me their valuable contribution in fulfilment of the work. Exchange of ideas generates a new object to work in a better way. So whenever a person is helped and cooperated by others, his heart is bound to pay gratitude and obligation to them. Acknowledgement is not merely a formality but an expression of deep sense of gratitude and cumulative appreciation. First of all, I would like to give special thanks to the almighty whose blessing helped me to complete this project. Completing a task is never a one man effort. Before explaining my project report, I give my sincere gratitude and thanks to Mr.Manish Tiwari (EDSS Pvt. Ltd.) to provide a proper guidance and a right approach from time to time, to accomplish the goal. They shared ideas with me to complete my project. They have always been guiding and suggesting me like teacher, guide and mentor as well. I also acknowledge my heartiest gratitude to. A faculty member of, who helped me a lot and give me a right direction in completing the project. I am also grateful to all my faculty members of Sinhgad Institute of Managaement and Computer Application, who have helped me in completing this project. It shall be an injustice, if I don’t express thank to my friends who helped me in completing my project report. It is my earnest duty to express most gratitude and honour to my parents.
  3. 3. Page | 3 DECLARATION I, the undersigned, hereby declare that the Project Report entitled ―IMPACT OF DIGITAL MARKETING AS A MARKETING TOOL IN INDIA‖ Written and submitted by me to the University of Pune, Pune in partial fulfilment of the requirement for the award of degree of Master of Business Administration under the guidance of Dr.B.U.Sankaye (Project Guide) is my original work and the conclusions drawn therein are based on the material collected by myself. Place: Pune (SANDIP A.PATIL) Date: Research Student
  4. 4. Page | 4 GUIDE’S CERTIFICATE C E R T I F I C A T E This is to certify that the Project Report entitled ―IMPACT OF DIGITAL MARKETING AS A MARKETING TOOL IN INDIA AT EDSS PVT. LTD.‖ which is being submitted herewith for the award of the degree of Master of Business Administration of University of Pune, Pune is the result of the original research work completed by Mr. SANDIP ASHOK PATIL under my supervision and guidance and to the best of my knowledge and belief the work embodied in this Project Report has not formed earlier the basis for the award of any degree or similar title of this or any other University or examining body. Place: Pune (Dr.B.U.Sankaye) Date: Project Guide
  5. 5. Page | 5 CONTENT No. Name Page No. 1 ACKNOWLEDGMENT 3 2 LIST OF TABLES 8 3 LIST OF FIGURES 9 4 CHAPTER I Introduction about Digital Marketing. 1.1 Basic Theoretical Concepts and Contexts of the Topic 1.2 Need for the study 1.3 Objectives of the Project 1.4 Scope of the Study 11 12 17 21 22 5 CHAPTER II Profile of the Organization 2.1 Relevant information of the Organization 2.2 Current status of the company 2.3 Future plans of the Organization 22 24 26 27 6 CHAPTER III Research Design and Methodology 3.1 Questionaires 3.2 List of Companies 3.3 Research Methodology 3.4 Methods of data analysis 3.5 Limitation of the Study 27 29 30 32 33 34
  6. 6. Page | 6 7 CHAPTER IV Analysis & Interpretations 4.1 Data Presentation 4.2 Question wise Analysis 35 36 37 8 CHAPTER V Findings & Conclusions 5.1 Benefits of Internet Marketing 5.2 Conclusions 48 49 53 9 ANNEXURE 57 10 BIBLIOGRAPHY 61
  7. 7. Page | 7 LIST OF TABLES Table No. Title of the Table Page No. Table No. 1 Penetration Stats 16 Table No. 2 Names of Companies 30 Table No. 3 Use in terms of percentages 37 Table No. 4 Market share & profits 41
  8. 8. Page | 8 LIST OF FIGURES LIST OF FIGURES Figure No. Title of the Figure Page No. Figure No. 1 Internet 12 Figure No. 2 Internet Marketing 15 Figure No. 3 E-Commerce Trascations 20 Figure No. 4 Company Logo 23 Figure No. 5 Data Flow Diagram 34 Figure No. 6 Internet Marketing Penetration of the world 36 Figure No. 7 Use of Internet Marketing 38 Figure No. 8 Forms of digital marketing 39 Figure No. 9 Benefits of digital marketing 42 Figure No. 10 Sector wise use of digital marketing 43 Figure No. 11 Digital Marketing cost 44 Figure No. 12 Preferences 46 Figure No. 13 SEO & PPC 47 Figure No. 14 Sectors 48
  9. 9. Page | 9 Chapter 1 INTRODUCTION
  10. 10. Page | 10 1.1 Basic Theoretical Concepts and Contexts of the Topic  The Internet The Internet refers to the physical network that links computers across the globe. It consists of the infrastructure of network servers and wide-area communication links between them that are used to hold and transport the vast amount of information on the Internet.  Introduction to Internet Marketing Internet marketing is new marketing tool introduced by Willi Crowford in 1996. Internet marketing or Internet-based marketing can be defined as the use of the Internet and related digital technologies to achieve marketing objectives and support the modern marketing concept. These technologies include the Internet. Media and other digital media such as wireless mobile media, cable and satellite.In practice, Internet marketing will include the use of company web site in conjunction with Online promotional techniques such as search engines, banner advertising, direct e-mail & Links or services from other web sites to acquire new customers and provide services to Existing customers.However, for Internet Marketing to be successful there is a necessity of integration with traditional media.
  11. 11. Page | 11 Fig.-1  Digital marketing –  Internet Marketing,  Online Advertising,  E-mail marketing,  Pay per click advs(PPC),  E-commerce,  Search Engine Optimization (SEO),  Banner Advs,  Pop & Push Advs,  Sponsor advs  Basically Internet marketing has following sub sections : a. Internet Marketing b. Digital Marketing c. Online Advertising. d. Pay per click advs. e. Search Engine Optimization (SEO).
  12. 12. Page | 12  Internet used as business purpose Internet only recently been widely adopted for business purposes? The development of the World Wide Web. This became a commercial proposition in 1993 after development of the original concept by Tim Berners-Lee, a British scientist working at CERN in Switzerland in 1989. The World Wide Web changed the Internet from a difficult-to-use tool for academics and technicians to an easy-to-use tool for finding information for businesses and consumers. This project is related with to knowing the requirments. It has two segements viz. i Organisation point of view - to knowing the requirments of organasion as a marketing tool. How they are using this tool for improving there business & maxmising there sales. a. There are many trascations between organisations to organisation. For this digital marketing can be used or not. b. Also there are man trascations between organisations to customer. How digital marketing is used for this purpose so digital marketing is used or not. Internet Marketing
  13. 13. Page | 13 Fig No.-2 ii Customer point of view – to knowing the behaviour of customer for buying the products & services. What are there exceptations? Internet Penetration: Table No. – 1 Table Name – Internet Penetration World Internet Users and Penetration Stats World Regions Population (2011 Est.) Internet Usage, Latest Data % Population ( Penetration ) World Users % Africa 1,037,524,058 139,875,242 13.5 % 6.2 % Asia 3,879,740,877 1,016,799,076 26.2 % 44.8 % Europe 816,426,346 500,723,686 61.3 % 22.1 % Middle East 216,258,843 77,020,995 35.6 % 3.4 % North America 347,394,870 273,067,546 78.6 % 12.0 % Latin America/Caribbean 597,283,165 235,819,740 39.5 % 10.4 % Oceania / Australia 35,426,995 23,927,457 67.5 % 1.1 % WORLD TOTAL 6,930,055,154 2,267,233,742 32.7 % 100.0 % Source http://www.internetworldstats.com/stats This table shows the internet penetration rate of the different continetal in this world, In between this North America is the highest penetration 78.6% as compare to other continetal.
  14. 14. Page | 14 While other like Africa is with 13.5% & Asia is with 26.2%. While in Australia & Europe also has good penetration rate. The penetration rate analysis helps to find out the future growth of internet marketing & world has 32.7% of penetration rate. The ration of total population & pentration is 1:3. 1.2 Need for the study Need of internet marketing The internet maerketing leads to business listings and the advertisements facilities that world needs provides is very effective because, businesses can have their own page and advertisements about their business apart from normal listings.Internet marketing also offers search engines. The online shopping facility will be convenient for people to purchase products online. On the basis of the above clarification, Internet appears to have a comparatively higher cost of acquisition. However, Internet has brought with it a very high degree of control to the media user. All of this makes Internet a highly interactive media but also an expensive one. If the internet is treated and used exactly like any other medium, it is unlikely to yield major benefits to the marketer. Its effectiveness is dependent not only on the target audience one is talking to, but also largely on the ability of the marketer to make use of the real advantages of the Net like interactivity, flexibility, ability to monitor and the like.  To the user: Internet gives more control in choosing content. It offers customization of the content, the way the user wants to view it. It offers a variety of options for information and entertainment. It offers a wide range to choose from for the user.
  15. 15. Page | 15 It offers tremendous convenience to the user not only in delivery of information, but also in allowing him to transact — often in a seamless manner.  To the marketer: The Internet offers several options to a marketer trying to target a particular community It serves not only as a channel of information, but also of product distribution. It offers a highly interactive medium that sometimes (e.g. chats, forums, VoIP) is almost equal to one-to-one interaction with the audience. It offers a higher level of identification of the user to the marketer. It allows the marketer to actually link his spends to action, and pay only on action This action could be a click on the banner or even product purchased or just a banner impression or per 1000 impressions. In this ability Internet is, in fact, unlike any other media. Given the payment options and high interactivity, the Internet offers a medium for high level of experimentation at a low cost. Growth of Internet usage and E-commerce in INDIA: 1. According to the research report of Goldman Sachs, India has emerged as the second largest Internet market in Asia after China with 100 million users in 2005. It estimates that Indian Internet Users will increase by 130% compounded annual growth rate (CAGR) from 0.5 million users recorded at end of 1998. As per preliminary findings of the NASSCOM survey, the total volume of E-commerce transactions in India was about Rs.131 crore in the year 1998-99.
  16. 16. Page | 16 2. Out of this volume, about Rs.12 crore were contributed by retail Internet or Business-to- Consumer transactions, and about Rs.119 crore were contributed by Business-to-Business transactions. Following Fig. will explian the E-Commerce trascations in INDIA E-COMMERCE TRANSCATIONS IN INDIA Sources- http://articles.economictimes.indiatimes.com/keyword/digital-marketing Fig. No.-3 0 500 1000 1500 2000 2500 3000 1990 2000 2003 2005 2008 2011 E-commerce (Crores) E-commerce (Crs)
  17. 17. Page | 17 The survey also revealed that E-Business transactions in India are expected to exceed Rs.300 crore during 1999-2000. Out of this, about Rs.50 crore could comprise of retail transactions. For Business-to-Business transactions, Indian industries are expected to reach online penetration of 2% by 2003 and 8% by 2008. The Figure below gives us a fairer idea of the current world internet usage. 1.3 Objective of Project * Primary: 1 To understand the familirity of digital marketing amoung corporate. 2 Sectorwise use of Internet marketing. * Secondary: 1. Creating the awareness of brand to public with help of digital media. 2. To know the form of digital marketing used by organisation. 3. The cost associated with digital marketing?
  18. 18. Page | 18 1.4 Scope of the Project 1. The project is useful to findout the requirement of organisation in terms of internet & digital media. 2. Internet penetration in India about the organisation & customer. 3. Digital media such as online advertising, pay per click advertises, internet marketing is convient for organisation to target the customer directly. The concept can be easily published towards target customers. 4. After studying this project, it is helpful to know the exceptation of the company to create the website for internet marketing.
  19. 19. Page | 19 CHAPTER 2 Profile of Organisation
  20. 20. Page | 20 2.1 Relevant information of the Organization . Fig. 4 Name - EDSS Pvt. Ltd (Partener for Implementation) Engineering Design Software and Services Pvt. Ltd. Founder – Mr. Ralph Stadtfeld (Europe) & Carry forwarded by Ms.Mrinalini Kulkarni & Mr.Ganesh Chafekar in India. Basically it is Belgium based software comapny which provides services for construction field like wise Builder, Contractor, Architector, Interior designer & Consultants.Services
  21. 21. Page | 21 There are two types of software services offered by EDSS Pvt. Ltd. 1. Hit-Office Hit-Office is a Software Package that has been especially designed for the Construction Industry. Hit-Office is an easy, fast, precise and gives you more time for your important professional activities. Hit-Office has become the most popular management solution for construction industry of any size.This software contains 4 modules  Estimation Module  Project Module  Inventory Module  Builder Module 2. Customized Software Hit-Office has an open architecture so that we are able to add custom tools and interfaces.  Project Management  Project Accountancy  Running Account Bills  Gantt  Work Report  Equipment &  Staff  ISO safty Module In India Head Office is located in Pune & also there are different branches Mumbai, Banglore,Chennai,Delhi,Hydrabad,Kolkata,Nasik,Ahmadabad,Surat Gandhinagar,Nagpur,Bhopal. 2.2 Current financial positions of company
  22. 22. Page | 22 In this financial year i.e. April 2011- March 2012 the coampny annual turn over is 3 Crores 20 Lakhs. Employement In pune HO there are more than 50 employees. It also provides employment at the different branches in India. Marketing Strategies EDSS Pvt. Ltd. has many compititor in market. But due to there unique strategy. They target all the sub sectors of Construction, Infrastructure, Real Estate & Conctractor. It is beneficial to capture the more & more market share of the company as compare to compititor. Currently there are more than 4000 client of the company across the India. Reasons for Profit When the company provides the software servies to our client then the cost of software is charged normally it is according to the ability & financial condition of the client.During that the company provides training & lience for one year. After completing one year there is annual maintainance contract (AMC) with client. It charged upto 30 % of initial cost of software which was charged during purchase. This is important financial srtategy of this company to improve the profit & market share with life time client reletionship. 2.3 Future plans of the Organization After getting the huge success with HIT-OFFICE software EDSS Pvt. Ltd. implementing new modules for construction field to improve customer satisfaction & market share. Sources- http://www.edss.co.in & http://www.hit-office.com
  23. 23. Page | 23 EDSS Pvt. Ltd. Engineering Design Software and Services CHAPTER III: Research Design and Methodology
  24. 24. Page | 24 3.1 Questionaires Following are questions which are used to get information about digital marketing from companies. In this question set there are Yes/No types of Questions, Liquir scale, Optional type, Descriptive type of responses are included. Yes/No types of Questions – 3, Liquir scale – 1, Optional type – 3, Descriptive type of responses – 3.
  25. 25. Page | 25 3.2 List of Companies NO. Sector Company Name Concern Person Product / Services 1 IT EDSS Pvt. Ltd. Ms.Mrinalini Kulkarni Software services 2 Qualitat System Pvt. Ltd. Ms.Sneha Mam. Software services 3 Bumpreality.com Mr.Pasalkar Digital Marketing 4 Pharmacutical Unijules Life sciences Mr.Pranav Sangai Life Sciences & Research 5 Pfizer Pharmacutical Mr.Manjit Shinde Medicines 6 Agricultural Parle Agro Products Mr.Nagesh Kalande Food Products 7 Nirmal Seeds Pvt. Ltd. Mr.R.O.Patil Seeds 8 Jain Irrigation Mr.S.P.Sharma Agro products 9 Real Estate Searchpuneproperties.com Mr.Santosh Pokale Real Estate Services 10 Reliance Infrastruture Mr.Sachin Sir Infrastruture Solutions 11 Urmi Estate Mr.Anmol Sharma Infrastruture Solutions 12 Reddvise Pvt. Ltd. Mr.Kumar Real Estate Services 13 D B Reality Group Mr.Bharat Khadse Infrastruture Solutions 14 Manifacturing Varroc Polymer Pvt. Ltd. Mr.Mahajan Sir Plastic manifacturing 15 Rushiprabha Engineers Pvt. Ltd. Mr. Desai Sir Engineering works 16 Tata Autocomp Systems Ltd. Ms. Sayali Khedkar Automobile part 17 Bhagyashree Accessories Pvt. Ltd. Mr.Satyajit Chitale Machinary spare parts 18 Scoda Retail & manifacturing Mr.Bhushan Damle Manifacturing 19 Asian Elevator Mr.Shankar Kurne Lift services
  26. 26. Page | 26 20 E & TC Amdocs DVCI Mr.Beena Malikaveetli Telecommunication Services 21 Cisco Mr.Yashodeep Ahirrao Networking Solutions 22 Power & energy Suzlon Energy Ltd. Power supply 23 Automobiles Royal Enfield Mr.Ambuj Singh Two Wheeler 24 Swaraj Mazda Mr.Avinash Sahay Trucks & Spare parts 25 Financial services ICICI Bank Mr. N Kalmadi Banking services 26 Money Plant Consulting Consulting services 27 a'XYkno Capital Mr.Pritam Shendre Capital services 28 Glob Capital Shares & Equity 29 SSJ Finance Ltd. Fincancial services 30 Consumer Durable IFB industries Ltd. Mr.Yogesh Metange Electronic goods 31 FMCG Marico India. Mr.Ravi Shinde FMCG 32 Parag Milk Foods Pvt. Ltd.(Gowardhan) Mr.Vikas Bhor. Dairy products 33 Bislery International Pvt. Ltd. Mr. Kishor Barhate Mineral water bottle 34 Educational Services British Coucil Mr. Aalok Shrivastav Educational Services 35 Media Jagran Prakashan Mr.Jitendra Hiranandani News Paper 36 Maccan Ericsson Pvt. Ltd. Advertising & Promotions 37 Oli & Gas Hindusthan Petroleum Corporation Limited. Oil & Gas 38 Sandik Asia Ltd. Mr.Abhishek Mahajan Manifacturing Table No.2
  27. 27. Page | 27 3.3 Research Methodology Data is collected from the marketing manager, top level management & senior person of companies. It is collected with the help of email. Collected data is analysied with the help of graph, bar charts & pie diagrams. It also contains the percentage calculation of the respondants. Sources of Primary Data collection: Observation – Collected data is analysied with the help of some chararistics of the company. Questionnaire – There are 10 different types of questions filled by the respondants. 1 Sector of the particular company. 2 Market share & profit margin behind the selling of the product or services. 3 The fincancial condition of the company. 4 The response given by the concern person from the company about the Digital Marketing. Sources of secondary data collection: Personal Database – The database available on authorised website of the company. It gives the current stratergic planning & other relevant information which is mentioned above Online database – Also on different websites the data related with companies are available Ex. 1 If the any company uses Digital marketing then it must give advertisin on websites like Justdial.com, Yellowpages.com & IndiaMart.com It also gives the information abou the online advertsing & PPC advs on web. 2 Google.com, Yahoo.com gives the information about the SEO.
  28. 28. Page | 28 Sampling Method (Judgemental sampling) Business-to-business (B2B) model Commercial transactions are between an organisation and other organisations (Interorganisational marketing) 3.4 Limitation of the Study  The study is limited with 40 companies from different sector in Market.  It predicts the exceptations of manager or marketing related person.  Most of the data is collected from websites & other related sites.
  29. 29. Page | 29 Data Flow Diagram: Following diagram shows the flow of data collection & analysis. Sector of company Online Database Questionaire Observations Reasearch Methodology Conclusion
  30. 30. Page | 30 Fig. No. 5 Chapter - 4 ANALYSIS & INTERPRETATION
  31. 31. Page | 31 INTERNET MARKETING PENETRATION OF THE WORLD Fig. No- 6 This fig. shows the world’s internet pentration rate as per regions in terms of graph. North America has 78.6 % most internet penetration in the world. While Africa has minimum internet penetration rate i.e. 13.5 %. Asia & Africa has there internet penetration rate bellow than World total penetration rate.
  32. 32. Page | 32 Question No. 1 The organisation uses internet marketing. Yes / No Following graph shows the percentages of internet marketing used by above mentioned company. Table No. -4.1 Table Name – Use of Internet Marketing Use in terms of percentage Yes No 28 % 72 % From the above graph 28 % of companies from given table are uses internet marketing, & 72 % of companies are not uses internet marketing.
  33. 33. Page | 33 In terms of Graph U Use of Internet Marketing Fig. No-7 From the above fig. 29 of companies from given table are uses internet marketing, & 11 of companies are not uses internet marketing. The reason behind that their field not much more penetrated with internet for business trascations. YES 72% NO 28% Internet Marketing Of Comapnies Uses Yes – 29 & No - 11
  34. 34. Page | 34 Analysis of Question – 2 Different digital form used by companies for internet marketing. Internet marketing – Companies which has there own website. Online Advertising – Companies which gives advertisement on other websites Ex. Advertising of EDSS Pvt. Ltd. On Justdial.com Pay Par Clicks Advs – Advertising given by Searchpuneproperties.com on Google.com Push up & pop down Advs – Advertising given on any web it appears when any click for Next page. Banner Advs – Advertising given in the form of digital banner with animations. Ex.ICICI bank advs on web. Sponser Advs – It includes the events advs on web Ex.Chess matches sponserd by Jain Irrigation. E-mail marketing – The informative e-mail send by company to client. Ex.E-mail sends by money plant consultancy.
  35. 35. Page | 35 Following graph shows the different digital form used by companies. Fig. No. – 8 Conclusion – 1 Mostly the company preferred the websites & E-mail marketing 2 At second level online advertising & sponsers advertising are used by companies which are mentioned above. 3 At next level pay par click advertising & banner advertising are used. 4 At the end banner advertising are used. 0 5 10 15 20 25 30 Internet Marketing Online Advs. Pay par click advs Push & Pop advs Banner advs Sponser advs E-mail Marketing
  36. 36. Page | 36 Analysis of Question – 3 It is really beneficial for improve your sales & market shares? Very Useful / Useful / Normal / Less Used / Not Used 1 2 3 4 5 a) The benefits for companies to improve there market shares & sales. (In terms of percentages) Table No -4.2 Table Name – Use of Digital Marketing Use of Digital Marketing Yes No 48 % 52 % Above table shows 48 % of companies they use digital marketing as a marketing tool & 52 % of companies avoid use of digital marketing. The reason behind that there is low internet penetration in India. But it totally depends upon the sector. Benefits of Digital Marketing (In liquir scale format) Bellow graph shows the benefits of digital marketing in liquir scale format. Mostly the companies are aware of Digital Marketing they are using it as a marketing tool.
  37. 37. Page | 37 Most of the companies say that internet marketing is normally useful for them,& bellow that some companies say it is very useful for them, The use of internet marketing is lies between normaly to very useful, but it depends upon the industries from which the company belongs. Sector wise use of digital marketing (In terms sectorwise use of digital marketing) 0 2 4 6 8 10 12 Very Useful Useful Normal Very Less Not Used
  38. 38. Page | 38 Fig. No. -10 Above graph shows the percentage use of digital marketing in different sectors. Interpretation - IT sector is the highest use of digital marketing. AUTOMOBILES sector is not uses of digital marketing. FINANCIAL sector is less use of digital marketing. 100% 50% 25% 80% 34% 50% 0 50% 25% 50% 0 50% 75% 20% 66% 50% 100% 50% 75% 50% Chart Title Yes No
  39. 39. Page | 39 Analysis of Question No. 4 The amount paid for this advs is much more than the benefits you get? The amount paid for digital marketing. Fig. No-11 The above graph gives the percentages of amount involved for digital marketing& cost associated with the advertising. 43% 58% Digital Marketing Cost High Low
  40. 40. Page | 40 The real business amount paid for digital marketing in europian countries.  Hourly rate: $76–$200/hr.  Project-specific pricing: $1,000–$7,500  Monthly retainers have a wider distribution than hourly rates/projects2 most common monthly retainer cost ranges:  $251-$500/month (13.8%);  $2,501-$5,000/month (11.3%) http://www.optimum7.com/internet-marketing/
  41. 41. Page | 41 Que. If you wish to give your company advs on web then which one you prefered. Pay par click advs / Search Engin Optmasation Preferences Advertisement preferences of companies. Fig. No. - 12 Most of the companies uses Search Engine Optimasation for displaying there advertising on web Ex. The advertising of EDSS Pvt. Ltd. given on Google search engine. It helps to attract the visitors & traffic on our web page. 0 5 10 15 20 25 30 35 Preference PPC SEO
  42. 42. Page | 42 http://seomoneymaker.net/seo-and-search-engine-marketing-ppc/ Fig. No.13 SEO & PPC This fig. show the advantages of SEO & PPC as compare to each other. SEO is used by all companies to improve there visit & visibility of websites PPC is used in some particular sectors.  Mostly for longer period of time the Search Engine Optimasation is used to achieve the goals of organasion.  But for short period of time pay par click advertising are the best option to improve the sales & market share of particular company.
  43. 43. Page | 43 Sector wise use of Digital Marketing Sources-google.com/images From above graph the use of digital marketing in IT & ITES sector ie more than any other sector. They uses 38 percentages. Then BFSI-(Banking, Financial Services & Insurance) has another more use of digital marketing IT & ITES 38% BFSI 19% CONSULTING 9% MANIFACTRING 8% SERVICES 5% TELECOM 4% AUTOMOBILES 4% FMCG 3% EDUCATION 3% OTHERS 7% Sector Wise Use of Digital Marketing
  44. 44. Page | 44 CHAPTER NO.-5 FINDINGS & CONCLUSIONS
  45. 45. Page | 45 BENEFITS OF INTERNET PROVIDS FOR THE MARKETERS IS AS FOLLOWS The reason is an additional source of revenue made possible by an alternative marketing and distribution channel. The marketing opportunities of using the Internet can be appreciated by applying the strategic marketing grid (Ansoff, 1957) for exploring opportunities for new markets and products. 1 Market Penetration: The Internet can be used to sell more existing products into existing markets. This can be achieved by using the power of the Internet for advertising products to Increase awareness of products and the profile of a company amongst potential customers in an existing market. 2 Market Developments: Here the Internet is used to sell into new markets, taking advantage of the low cost of advertising internationally without the necessity for a supporting sales infrastructure in the customer country. But it does require the overcoming of the barriers to becoming an exporter or operating in a greater number of countries. 3 Product Developments: New products or services are developed which can be delivered by the Internet. These are typically information products such as market reports which can be purchased using electronic commerce. This is innovative use of the Internet. 4 Diversification: In this sector, new products are developed which are sold into new markets. DTI (2000) has identified different types of drivers or benefits why companies adopt ecommerce.
  46. 46. Page | 46 5 Cost/efficiency: Increasing speed with which goals of company can be easily achieve.Reduced sales costs.Reduced operating costs. 6 Competitivenes: Customer demand.Improving the range and quality of services offered avoid losing market share to businesses already using e-commerce. The Internet provides Guinness with the opportunity to provide non-core merchandising activity at a relatively low cost.  A new medium for advertising and PR,  A new channel for distributing products,  Opportunities for expansion into new markets,  New ways of enhancing customer service,  New ways of reducing costs by reducing the number of staff in order fulfilment. 7 Effectiveness of the Net in Reaching Out to the Masses The reach of Internet may not yet be as wide as that of other mass media, but given its unique advantages, Marketers around the world have from time to time tried to reach their target audiences through various media. Scientific and technological advances have and will continue to create newer media to improve communication, and marketers will try to use the same to effectively address their audiences. Internet is one of the latest to join the list of such media inventions. 8 Internet Fame with the Indian Audiences Let us first take a quick look at the audience that this medium is trying to reach. The top 8 metros of the country, the scope of the Internet as a medium to reach out to a large number of people is presently limited. However, some of these limitations can be addressed.
  47. 47. Page | 47  Internet is available in regional languages also. Even today this medium is largely confined to only those who are literate in English. Various initiatives of companies like ITC and HLL like E-choupal and i-Shakti have given a considerable boost to vernacular usage of internet.  Internet is accessible though other media also and not only through telephone lines. In the current scenario, the usage of internet might be dominated by telephone lines, but broadband and cable net are coming in a huge way.  Government policies are aimed at broadening and strengthening the infrastructure required for Internet accessibility.
  48. 48. Page | 48 CONCLUSIONS ONLINE MARKETING INDUSTRY TOUCH Rs. 2K CRORE BY 2013 & 7K CRORE BY 2015 1. As rules of the advertising game change rapidly, online or digital marketing market size in India is estimated to touch close to Rs 2,000 crore in the next two years from a Rs 1,400 crore now, say management experts. 2. At the Confederation of Indian Industry (CII) conference on 'Best Marketing Practices', experts felt that no company could now possibly ignore the power of social networking sites in creating today's brands. 3. He added that with revenues worth Rs 800 crore, Google India is bigger than any television channel in the country. 4. The business of buying online railway tickets is worth Rs 5,500 crore in India, while that of airline tickets is close to Rs 12,500 crore. Sources-http://www.businessstandards.com/india/news TAG LINE FOR DIGITAL MARKETING Fig. No. - 4.10 DIGITAL MARKETING IS ALWAYS AVAILABLE WHENEVER YOU WANT IT & NEED IT OPEN FOR 24 HOURS
  49. 49. Page | 49 Advertising options available on the Internet. The Internet offers a variety of options for the marketer to advertise their products/brands. These include 1. Banner ads and their variations 2. E-mailers and their variations 3. Sponsorships 4. Search Engines 5. Affiliate marketing In India, banners still remain the most popular option. However, wider options are now available to the marketer which, even at the cost of being intrusive, serves to enhance the visibility and effectiveness of the banner.The Variants of Banners include: Banner Ad, Beyond the Banner, Button Ad, HTML banner, Rectangle Ad, Iterstitial, Vertical Banner.
  50. 50. Page | 50 Financial benefits of Internet Marketing Internet Marketing is a hot topic especially in these days of instant results. The reason why i- marketing has become so popular is because they provide three major benefits to potential buyers: 1. Convenience: Customers can order products 24 hours a day wherever they are. They don’t have to sit in traffic, and a parking space, and walk through countless shops to find and examine goods. 2. Information: Customers can find reams of comparative information about Companies, products, competitors, and prices without leaving their office or home. 3. Fewer hassles: Customers don’t have to face salespeople or open themselves up to persuasion and emotional factors; they also don’t have to wait in line. Internet Marketing also provides a number of benefits to marketers: 1. Quick adjustments to market conditions: Companies can quickly add products to their offering and change prices and descriptions. 2. Lower costs: On-line marketers avoid the expense of maintaining a store and the costs of rent, insurance, and utilities. They can produce digital catalogs for much less than the cost of printing and mailing paper catalogs. 3. Relationship building: On-line marketers can dialogue with consumers and learn from them. 4. Audience sizing: Marketers can learn how many people visited their on-line site and how many stopped at particular places on the site. This information can help improve offers and ads.
  51. 51. Page | 51 ANNEXURE Questionaire is as follows (Must filled by Director, CEO, Top management or Marketing manager) The obejective is to collect the relevant data from companies 1 Your organisation uses internet marketing. Yes / No 2 Which digital form you uses Internet marketing Online advertising Pay par click advs. Push & Pop advs. Banner advs Sponser advs E-mail Marketing 3 It is really beneficial for improve your sales & market shares? Very Useful / Useful / Normal / Less Used / Not Used 1 2 3 4 5 4 The amount paid for this advs is much more than the benefits you get? Yes / No
  52. 52. Page | 52 5 If you wish to give your company advs on web then which one you prefered. Pay par click advs / Search Engin Optmasation 6 Where from you find out the internet, digital, online media? Sources / References / Own 7 What are my goals in using the Internet to market my product/service? 8 Is it successfully reducing costs, increasing sales, and/or improving communications with stakeholders? Is it meeting my corporate objectives? 9 Should I use any advanced Internet technologies? 10 Give your brief describation about the digital marketing in Short.
  53. 53. Page | 53 For Customers or Users 1 Would you use online marketing / shopping? 2. How it is beneficial to you about awareness of product or services? 3 Did you get sufficient information to buy the product or services? 4 What differences does the Internet introduce in relation to existing marketing Communications models? 5 How you got the information about the specific product or servises? SEO / Email / PPC / Banner Advs.
  54. 54. Page | 54 BIOBILOGRAPHY BOOKS - 1. E-Services 2. Digital world 3. Business for you (Mazgine) WEBSITES - www.google.com www.internetworld.com www.edss.co.in www.hitoffice.com

Description

Summer Internship Project Submitted to University of Pune in 2012.
It is related with few companies from Different sectors where digital marketing uses is more or less.
We can use digital marketing for company penetration as well and marketing purpose.
I tried to collect data and interpret it in Project report format.

Transcript

  1. 1. Page | 1 Title “The impact of digital marketing as a marketing tool in INDIAN market”
  2. 2. Page | 2 ACKNOWLEDGEMENT Any activity big or small is a result of collective effort of several individuals. From the very beginning of human civilization to this complex world, we are dependent on each other for accomplishment our goals. The project report of 5 such magnitude could not be accomplished without the assistance of several people who participated directly or indirectly. This project report is also the result of collective effort and support of several individuals who have been given me their valuable contribution in fulfilment of the work. Exchange of ideas generates a new object to work in a better way. So whenever a person is helped and cooperated by others, his heart is bound to pay gratitude and obligation to them. Acknowledgement is not merely a formality but an expression of deep sense of gratitude and cumulative appreciation. First of all, I would like to give special thanks to the almighty whose blessing helped me to complete this project. Completing a task is never a one man effort. Before explaining my project report, I give my sincere gratitude and thanks to Mr.Manish Tiwari (EDSS Pvt. Ltd.) to provide a proper guidance and a right approach from time to time, to accomplish the goal. They shared ideas with me to complete my project. They have always been guiding and suggesting me like teacher, guide and mentor as well. I also acknowledge my heartiest gratitude to. A faculty member of, who helped me a lot and give me a right direction in completing the project. I am also grateful to all my faculty members of Sinhgad Institute of Managaement and Computer Application, who have helped me in completing this project. It shall be an injustice, if I don’t express thank to my friends who helped me in completing my project report. It is my earnest duty to express most gratitude and honour to my parents.
  3. 3. Page | 3 DECLARATION I, the undersigned, hereby declare that the Project Report entitled ―IMPACT OF DIGITAL MARKETING AS A MARKETING TOOL IN INDIA‖ Written and submitted by me to the University of Pune, Pune in partial fulfilment of the requirement for the award of degree of Master of Business Administration under the guidance of Dr.B.U.Sankaye (Project Guide) is my original work and the conclusions drawn therein are based on the material collected by myself. Place: Pune (SANDIP A.PATIL) Date: Research Student
  4. 4. Page | 4 GUIDE’S CERTIFICATE C E R T I F I C A T E This is to certify that the Project Report entitled ―IMPACT OF DIGITAL MARKETING AS A MARKETING TOOL IN INDIA AT EDSS PVT. LTD.‖ which is being submitted herewith for the award of the degree of Master of Business Administration of University of Pune, Pune is the result of the original research work completed by Mr. SANDIP ASHOK PATIL under my supervision and guidance and to the best of my knowledge and belief the work embodied in this Project Report has not formed earlier the basis for the award of any degree or similar title of this or any other University or examining body. Place: Pune (Dr.B.U.Sankaye) Date: Project Guide
  5. 5. Page | 5 CONTENT No. Name Page No. 1 ACKNOWLEDGMENT 3 2 LIST OF TABLES 8 3 LIST OF FIGURES 9 4 CHAPTER I Introduction about Digital Marketing. 1.1 Basic Theoretical Concepts and Contexts of the Topic 1.2 Need for the study 1.3 Objectives of the Project 1.4 Scope of the Study 11 12 17 21 22 5 CHAPTER II Profile of the Organization 2.1 Relevant information of the Organization 2.2 Current status of the company 2.3 Future plans of the Organization 22 24 26 27 6 CHAPTER III Research Design and Methodology 3.1 Questionaires 3.2 List of Companies 3.3 Research Methodology 3.4 Methods of data analysis 3.5 Limitation of the Study 27 29 30 32 33 34
  6. 6. Page | 6 7 CHAPTER IV Analysis & Interpretations 4.1 Data Presentation 4.2 Question wise Analysis 35 36 37 8 CHAPTER V Findings & Conclusions 5.1 Benefits of Internet Marketing 5.2 Conclusions 48 49 53 9 ANNEXURE 57 10 BIBLIOGRAPHY 61
  7. 7. Page | 7 LIST OF TABLES Table No. Title of the Table Page No. Table No. 1 Penetration Stats 16 Table No. 2 Names of Companies 30 Table No. 3 Use in terms of percentages 37 Table No. 4 Market share & profits 41
  8. 8. Page | 8 LIST OF FIGURES LIST OF FIGURES Figure No. Title of the Figure Page No. Figure No. 1 Internet 12 Figure No. 2 Internet Marketing 15 Figure No. 3 E-Commerce Trascations 20 Figure No. 4 Company Logo 23 Figure No. 5 Data Flow Diagram 34 Figure No. 6 Internet Marketing Penetration of the world 36 Figure No. 7 Use of Internet Marketing 38 Figure No. 8 Forms of digital marketing 39 Figure No. 9 Benefits of digital marketing 42 Figure No. 10 Sector wise use of digital marketing 43 Figure No. 11 Digital Marketing cost 44 Figure No. 12 Preferences 46 Figure No. 13 SEO & PPC 47 Figure No. 14 Sectors 48
  9. 9. Page | 9 Chapter 1 INTRODUCTION
  10. 10. Page | 10 1.1 Basic Theoretical Concepts and Contexts of the Topic  The Internet The Internet refers to the physical network that links computers across the globe. It consists of the infrastructure of network servers and wide-area communication links between them that are used to hold and transport the vast amount of information on the Internet.  Introduction to Internet Marketing Internet marketing is new marketing tool introduced by Willi Crowford in 1996. Internet marketing or Internet-based marketing can be defined as the use of the Internet and related digital technologies to achieve marketing objectives and support the modern marketing concept. These technologies include the Internet. Media and other digital media such as wireless mobile media, cable and satellite.In practice, Internet marketing will include the use of company web site in conjunction with Online promotional techniques such as search engines, banner advertising, direct e-mail & Links or services from other web sites to acquire new customers and provide services to Existing customers.However, for Internet Marketing to be successful there is a necessity of integration with traditional media.
  11. 11. Page | 11 Fig.-1  Digital marketing –  Internet Marketing,  Online Advertising,  E-mail marketing,  Pay per click advs(PPC),  E-commerce,  Search Engine Optimization (SEO),  Banner Advs,  Pop & Push Advs,  Sponsor advs  Basically Internet marketing has following sub sections : a. Internet Marketing b. Digital Marketing c. Online Advertising. d. Pay per click advs. e. Search Engine Optimization (SEO).
  12. 12. Page | 12  Internet used as business purpose Internet only recently been widely adopted for business purposes? The development of the World Wide Web. This became a commercial proposition in 1993 after development of the original concept by Tim Berners-Lee, a British scientist working at CERN in Switzerland in 1989. The World Wide Web changed the Internet from a difficult-to-use tool for academics and technicians to an easy-to-use tool for finding information for businesses and consumers. This project is related with to knowing the requirments. It has two segements viz. i Organisation point of view - to knowing the requirments of organasion as a marketing tool. How they are using this tool for improving there business & maxmising there sales. a. There are many trascations between organisations to organisation. For this digital marketing can be used or not. b. Also there are man trascations between organisations to customer. How digital marketing is used for this purpose so digital marketing is used or not. Internet Marketing
  13. 13. Page | 13 Fig No.-2 ii Customer point of view – to knowing the behaviour of customer for buying the products & services. What are there exceptations? Internet Penetration: Table No. – 1 Table Name – Internet Penetration World Internet Users and Penetration Stats World Regions Population (2011 Est.) Internet Usage, Latest Data % Population ( Penetration ) World Users % Africa 1,037,524,058 139,875,242 13.5 % 6.2 % Asia 3,879,740,877 1,016,799,076 26.2 % 44.8 % Europe 816,426,346 500,723,686 61.3 % 22.1 % Middle East 216,258,843 77,020,995 35.6 % 3.4 % North America 347,394,870 273,067,546 78.6 % 12.0 % Latin America/Caribbean 597,283,165 235,819,740 39.5 % 10.4 % Oceania / Australia 35,426,995 23,927,457 67.5 % 1.1 % WORLD TOTAL 6,930,055,154 2,267,233,742 32.7 % 100.0 % Source http://www.internetworldstats.com/stats This table shows the internet penetration rate of the different continetal in this world, In between this North America is the highest penetration 78.6% as compare to other continetal.
  14. 14. Page | 14 While other like Africa is with 13.5% & Asia is with 26.2%. While in Australia & Europe also has good penetration rate. The penetration rate analysis helps to find out the future growth of internet marketing & world has 32.7% of penetration rate. The ration of total population & pentration is 1:3. 1.2 Need for the study Need of internet marketing The internet maerketing leads to business listings and the advertisements facilities that world needs provides is very effective because, businesses can have their own page and advertisements about their business apart from normal listings.Internet marketing also offers search engines. The online shopping facility will be convenient for people to purchase products online. On the basis of the above clarification, Internet appears to have a comparatively higher cost of acquisition. However, Internet has brought with it a very high degree of control to the media user. All of this makes Internet a highly interactive media but also an expensive one. If the internet is treated and used exactly like any other medium, it is unlikely to yield major benefits to the marketer. Its effectiveness is dependent not only on the target audience one is talking to, but also largely on the ability of the marketer to make use of the real advantages of the Net like interactivity, flexibility, ability to monitor and the like.  To the user: Internet gives more control in choosing content. It offers customization of the content, the way the user wants to view it. It offers a variety of options for information and entertainment. It offers a wide range to choose from for the user.
  15. 15. Page | 15 It offers tremendous convenience to the user not only in delivery of information, but also in allowing him to transact — often in a seamless manner.  To the marketer: The Internet offers several options to a marketer trying to target a particular community It serves not only as a channel of information, but also of product distribution. It offers a highly interactive medium that sometimes (e.g. chats, forums, VoIP) is almost equal to one-to-one interaction with the audience. It offers a higher level of identification of the user to the marketer. It allows the marketer to actually link his spends to action, and pay only on action This action could be a click on the banner or even product purchased or just a banner impression or per 1000 impressions. In this ability Internet is, in fact, unlike any other media. Given the payment options and high interactivity, the Internet offers a medium for high level of experimentation at a low cost. Growth of Internet usage and E-commerce in INDIA: 1. According to the research report of Goldman Sachs, India has emerged as the second largest Internet market in Asia after China with 100 million users in 2005. It estimates that Indian Internet Users will increase by 130% compounded annual growth rate (CAGR) from 0.5 million users recorded at end of 1998. As per preliminary findings of the NASSCOM survey, the total volume of E-commerce transactions in India was about Rs.131 crore in the year 1998-99.
  16. 16. Page | 16 2. Out of this volume, about Rs.12 crore were contributed by retail Internet or Business-to- Consumer transactions, and about Rs.119 crore were contributed by Business-to-Business transactions. Following Fig. will explian the E-Commerce trascations in INDIA E-COMMERCE TRANSCATIONS IN INDIA Sources- http://articles.economictimes.indiatimes.com/keyword/digital-marketing Fig. No.-3 0 500 1000 1500 2000 2500 3000 1990 2000 2003 2005 2008 2011 E-commerce (Crores) E-commerce (Crs)
  17. 17. Page | 17 The survey also revealed that E-Business transactions in India are expected to exceed Rs.300 crore during 1999-2000. Out of this, about Rs.50 crore could comprise of retail transactions. For Business-to-Business transactions, Indian industries are expected to reach online penetration of 2% by 2003 and 8% by 2008. The Figure below gives us a fairer idea of the current world internet usage. 1.3 Objective of Project * Primary: 1 To understand the familirity of digital marketing amoung corporate. 2 Sectorwise use of Internet marketing. * Secondary: 1. Creating the awareness of brand to public with help of digital media. 2. To know the form of digital marketing used by organisation. 3. The cost associated with digital marketing?
  18. 18. Page | 18 1.4 Scope of the Project 1. The project is useful to findout the requirement of organisation in terms of internet & digital media. 2. Internet penetration in India about the organisation & customer. 3. Digital media such as online advertising, pay per click advertises, internet marketing is convient for organisation to target the customer directly. The concept can be easily published towards target customers. 4. After studying this project, it is helpful to know the exceptation of the company to create the website for internet marketing.
  19. 19. Page | 19 CHAPTER 2 Profile of Organisation
  20. 20. Page | 20 2.1 Relevant information of the Organization . Fig. 4 Name - EDSS Pvt. Ltd (Partener for Implementation) Engineering Design Software and Services Pvt. Ltd. Founder – Mr. Ralph Stadtfeld (Europe) & Carry forwarded by Ms.Mrinalini Kulkarni & Mr.Ganesh Chafekar in India. Basically it is Belgium based software comapny which provides services for construction field like wise Builder, Contractor, Architector, Interior designer & Consultants.Services
  21. 21. Page | 21 There are two types of software services offered by EDSS Pvt. Ltd. 1. Hit-Office Hit-Office is a Software Package that has been especially designed for the Construction Industry. Hit-Office is an easy, fast, precise and gives you more time for your important professional activities. Hit-Office has become the most popular management solution for construction industry of any size.This software contains 4 modules  Estimation Module  Project Module  Inventory Module  Builder Module 2. Customized Software Hit-Office has an open architecture so that we are able to add custom tools and interfaces.  Project Management  Project Accountancy  Running Account Bills  Gantt  Work Report  Equipment &  Staff  ISO safty Module In India Head Office is located in Pune & also there are different branches Mumbai, Banglore,Chennai,Delhi,Hydrabad,Kolkata,Nasik,Ahmadabad,Surat Gandhinagar,Nagpur,Bhopal. 2.2 Current financial positions of company
  22. 22. Page | 22 In this financial year i.e. April 2011- March 2012 the coampny annual turn over is 3 Crores 20 Lakhs. Employement In pune HO there are more than 50 employees. It also provides employment at the different branches in India. Marketing Strategies EDSS Pvt. Ltd. has many compititor in market. But due to there unique strategy. They target all the sub sectors of Construction, Infrastructure, Real Estate & Conctractor. It is beneficial to capture the more & more market share of the company as compare to compititor. Currently there are more than 4000 client of the company across the India. Reasons for Profit When the company provides the software servies to our client then the cost of software is charged normally it is according to the ability & financial condition of the client.During that the company provides training & lience for one year. After completing one year there is annual maintainance contract (AMC) with client. It charged upto 30 % of initial cost of software which was charged during purchase. This is important financial srtategy of this company to improve the profit & market share with life time client reletionship. 2.3 Future plans of the Organization After getting the huge success with HIT-OFFICE software EDSS Pvt. Ltd. implementing new modules for construction field to improve customer satisfaction & market share. Sources- http://www.edss.co.in & http://www.hit-office.com
  23. 23. Page | 23 EDSS Pvt. Ltd. Engineering Design Software and Services CHAPTER III: Research Design and Methodology
  24. 24. Page | 24 3.1 Questionaires Following are questions which are used to get information about digital marketing from companies. In this question set there are Yes/No types of Questions, Liquir scale, Optional type, Descriptive type of responses are included. Yes/No types of Questions – 3, Liquir scale – 1, Optional type – 3, Descriptive type of responses – 3.
  25. 25. Page | 25 3.2 List of Companies NO. Sector Company Name Concern Person Product / Services 1 IT EDSS Pvt. Ltd. Ms.Mrinalini Kulkarni Software services 2 Qualitat System Pvt. Ltd. Ms.Sneha Mam. Software services 3 Bumpreality.com Mr.Pasalkar Digital Marketing 4 Pharmacutical Unijules Life sciences Mr.Pranav Sangai Life Sciences & Research 5 Pfizer Pharmacutical Mr.Manjit Shinde Medicines 6 Agricultural Parle Agro Products Mr.Nagesh Kalande Food Products 7 Nirmal Seeds Pvt. Ltd. Mr.R.O.Patil Seeds 8 Jain Irrigation Mr.S.P.Sharma Agro products 9 Real Estate Searchpuneproperties.com Mr.Santosh Pokale Real Estate Services 10 Reliance Infrastruture Mr.Sachin Sir Infrastruture Solutions 11 Urmi Estate Mr.Anmol Sharma Infrastruture Solutions 12 Reddvise Pvt. Ltd. Mr.Kumar Real Estate Services 13 D B Reality Group Mr.Bharat Khadse Infrastruture Solutions 14 Manifacturing Varroc Polymer Pvt. Ltd. Mr.Mahajan Sir Plastic manifacturing 15 Rushiprabha Engineers Pvt. Ltd. Mr. Desai Sir Engineering works 16 Tata Autocomp Systems Ltd. Ms. Sayali Khedkar Automobile part 17 Bhagyashree Accessories Pvt. Ltd. Mr.Satyajit Chitale Machinary spare parts 18 Scoda Retail & manifacturing Mr.Bhushan Damle Manifacturing 19 Asian Elevator Mr.Shankar Kurne Lift services
  26. 26. Page | 26 20 E & TC Amdocs DVCI Mr.Beena Malikaveetli Telecommunication Services 21 Cisco Mr.Yashodeep Ahirrao Networking Solutions 22 Power & energy Suzlon Energy Ltd. Power supply 23 Automobiles Royal Enfield Mr.Ambuj Singh Two Wheeler 24 Swaraj Mazda Mr.Avinash Sahay Trucks & Spare parts 25 Financial services ICICI Bank Mr. N Kalmadi Banking services 26 Money Plant Consulting Consulting services 27 a'XYkno Capital Mr.Pritam Shendre Capital services 28 Glob Capital Shares & Equity 29 SSJ Finance Ltd. Fincancial services 30 Consumer Durable IFB industries Ltd. Mr.Yogesh Metange Electronic goods 31 FMCG Marico India. Mr.Ravi Shinde FMCG 32 Parag Milk Foods Pvt. Ltd.(Gowardhan) Mr.Vikas Bhor. Dairy products 33 Bislery International Pvt. Ltd. Mr. Kishor Barhate Mineral water bottle 34 Educational Services British Coucil Mr. Aalok Shrivastav Educational Services 35 Media Jagran Prakashan Mr.Jitendra Hiranandani News Paper 36 Maccan Ericsson Pvt. Ltd. Advertising & Promotions 37 Oli & Gas Hindusthan Petroleum Corporation Limited. Oil & Gas 38 Sandik Asia Ltd. Mr.Abhishek Mahajan Manifacturing Table No.2
  27. 27. Page | 27 3.3 Research Methodology Data is collected from the marketing manager, top level management & senior person of companies. It is collected with the help of email. Collected data is analysied with the help of graph, bar charts & pie diagrams. It also contains the percentage calculation of the respondants. Sources of Primary Data collection: Observation – Collected data is analysied with the help of some chararistics of the company. Questionnaire – There are 10 different types of questions filled by the respondants. 1 Sector of the particular company. 2 Market share & profit margin behind the selling of the product or services. 3 The fincancial condition of the company. 4 The response given by the concern person from the company about the Digital Marketing. Sources of secondary data collection: Personal Database – The database available on authorised website of the company. It gives the current stratergic planning & other relevant information which is mentioned above Online database – Also on different websites the data related with companies are available Ex. 1 If the any company uses Digital marketing then it must give advertisin on websites like Justdial.com, Yellowpages.com & IndiaMart.com It also gives the information abou the online advertsing & PPC advs on web. 2 Google.com, Yahoo.com gives the information about the SEO.
  28. 28. Page | 28 Sampling Method (Judgemental sampling) Business-to-business (B2B) model Commercial transactions are between an organisation and other organisations (Interorganisational marketing) 3.4 Limitation of the Study  The study is limited with 40 companies from different sector in Market.  It predicts the exceptations of manager or marketing related person.  Most of the data is collected from websites & other related sites.
  29. 29. Page | 29 Data Flow Diagram: Following diagram shows the flow of data collection & analysis. Sector of company Online Database Questionaire Observations Reasearch Methodology Conclusion
  30. 30. Page | 30 Fig. No. 5 Chapter - 4 ANALYSIS & INTERPRETATION
  31. 31. Page | 31 INTERNET MARKETING PENETRATION OF THE WORLD Fig. No- 6 This fig. shows the world’s internet pentration rate as per regions in terms of graph. North America has 78.6 % most internet penetration in the world. While Africa has minimum internet penetration rate i.e. 13.5 %. Asia & Africa has there internet penetration rate bellow than World total penetration rate.
  32. 32. Page | 32 Question No. 1 The organisation uses internet marketing. Yes / No Following graph shows the percentages of internet marketing used by above mentioned company. Table No. -4.1 Table Name – Use of Internet Marketing Use in terms of percentage Yes No 28 % 72 % From the above graph 28 % of companies from given table are uses internet marketing, & 72 % of companies are not uses internet marketing.
  33. 33. Page | 33 In terms of Graph U Use of Internet Marketing Fig. No-7 From the above fig. 29 of companies from given table are uses internet marketing, & 11 of companies are not uses internet marketing. The reason behind that their field not much more penetrated with internet for business trascations. YES 72% NO 28% Internet Marketing Of Comapnies Uses Yes – 29 & No - 11
  34. 34. Page | 34 Analysis of Question – 2 Different digital form used by companies for internet marketing. Internet marketing – Companies which has there own website. Online Advertising – Companies which gives advertisement on other websites Ex. Advertising of EDSS Pvt. Ltd. On Justdial.com Pay Par Clicks Advs – Advertising given by Searchpuneproperties.com on Google.com Push up & pop down Advs – Advertising given on any web it appears when any click for Next page. Banner Advs – Advertising given in the form of digital banner with animations. Ex.ICICI bank advs on web. Sponser Advs – It includes the events advs on web Ex.Chess matches sponserd by Jain Irrigation. E-mail marketing – The informative e-mail send by company to client. Ex.E-mail sends by money plant consultancy.
  35. 35. Page | 35 Following graph shows the different digital form used by companies. Fig. No. – 8 Conclusion – 1 Mostly the company preferred the websites & E-mail marketing 2 At second level online advertising & sponsers advertising are used by companies which are mentioned above. 3 At next level pay par click advertising & banner advertising are used. 4 At the end banner advertising are used. 0 5 10 15 20 25 30 Internet Marketing Online Advs. Pay par click advs Push & Pop advs Banner advs Sponser advs E-mail Marketing
  36. 36. Page | 36 Analysis of Question – 3 It is really beneficial for improve your sales & market shares? Very Useful / Useful / Normal / Less Used / Not Used 1 2 3 4 5 a) The benefits for companies to improve there market shares & sales. (In terms of percentages) Table No -4.2 Table Name – Use of Digital Marketing Use of Digital Marketing Yes No 48 % 52 % Above table shows 48 % of companies they use digital marketing as a marketing tool & 52 % of companies avoid use of digital marketing. The reason behind that there is low internet penetration in India. But it totally depends upon the sector. Benefits of Digital Marketing (In liquir scale format) Bellow graph shows the benefits of digital marketing in liquir scale format. Mostly the companies are aware of Digital Marketing they are using it as a marketing tool.
  37. 37. Page | 37 Most of the companies say that internet marketing is normally useful for them,& bellow that some companies say it is very useful for them, The use of internet marketing is lies between normaly to very useful, but it depends upon the industries from which the company belongs. Sector wise use of digital marketing (In terms sectorwise use of digital marketing) 0 2 4 6 8 10 12 Very Useful Useful Normal Very Less Not Used
  38. 38. Page | 38 Fig. No. -10 Above graph shows the percentage use of digital marketing in different sectors. Interpretation - IT sector is the highest use of digital marketing. AUTOMOBILES sector is not uses of digital marketing. FINANCIAL sector is less use of digital marketing. 100% 50% 25% 80% 34% 50% 0 50% 25% 50% 0 50% 75% 20% 66% 50% 100% 50% 75% 50% Chart Title Yes No
  39. 39. Page | 39 Analysis of Question No. 4 The amount paid for this advs is much more than the benefits you get? The amount paid for digital marketing. Fig. No-11 The above graph gives the percentages of amount involved for digital marketing& cost associated with the advertising. 43% 58% Digital Marketing Cost High Low
  40. 40. Page | 40 The real business amount paid for digital marketing in europian countries.  Hourly rate: $76–$200/hr.  Project-specific pricing: $1,000–$7,500  Monthly retainers have a wider distribution than hourly rates/projects2 most common monthly retainer cost ranges:  $251-$500/month (13.8%);  $2,501-$5,000/month (11.3%) http://www.optimum7.com/internet-marketing/
  41. 41. Page | 41 Que. If you wish to give your company advs on web then which one you prefered. Pay par click advs / Search Engin Optmasation Preferences Advertisement preferences of companies. Fig. No. - 12 Most of the companies uses Search Engine Optimasation for displaying there advertising on web Ex. The advertising of EDSS Pvt. Ltd. given on Google search engine. It helps to attract the visitors & traffic on our web page. 0 5 10 15 20 25 30 35 Preference PPC SEO
  42. 42. Page | 42 http://seomoneymaker.net/seo-and-search-engine-marketing-ppc/ Fig. No.13 SEO & PPC This fig. show the advantages of SEO & PPC as compare to each other. SEO is used by all companies to improve there visit & visibility of websites PPC is used in some particular sectors.  Mostly for longer period of time the Search Engine Optimasation is used to achieve the goals of organasion.  But for short period of time pay par click advertising are the best option to improve the sales & market share of particular company.
  43. 43. Page | 43 Sector wise use of Digital Marketing Sources-google.com/images From above graph the use of digital marketing in IT & ITES sector ie more than any other sector. They uses 38 percentages. Then BFSI-(Banking, Financial Services & Insurance) has another more use of digital marketing IT & ITES 38% BFSI 19% CONSULTING 9% MANIFACTRING 8% SERVICES 5% TELECOM 4% AUTOMOBILES 4% FMCG 3% EDUCATION 3% OTHERS 7% Sector Wise Use of Digital Marketing
  44. 44. Page | 44 CHAPTER NO.-5 FINDINGS & CONCLUSIONS
  45. 45. Page | 45 BENEFITS OF INTERNET PROVIDS FOR THE MARKETERS IS AS FOLLOWS The reason is an additional source of revenue made possible by an alternative marketing and distribution channel. The marketing opportunities of using the Internet can be appreciated by applying the strategic marketing grid (Ansoff, 1957) for exploring opportunities for new markets and products. 1 Market Penetration: The Internet can be used to sell more existing products into existing markets. This can be achieved by using the power of the Internet for advertising products to Increase awareness of products and the profile of a company amongst potential customers in an existing market. 2 Market Developments: Here the Internet is used to sell into new markets, taking advantage of the low cost of advertising internationally without the necessity for a supporting sales infrastructure in the customer country. But it does require the overcoming of the barriers to becoming an exporter or operating in a greater number of countries. 3 Product Developments: New products or services are developed which can be delivered by the Internet. These are typically information products such as market reports which can be purchased using electronic commerce. This is innovative use of the Internet. 4 Diversification: In this sector, new products are developed which are sold into new markets. DTI (2000) has identified different types of drivers or benefits why companies adopt ecommerce.
  46. 46. Page | 46 5 Cost/efficiency: Increasing speed with which goals of company can be easily achieve.Reduced sales costs.Reduced operating costs. 6 Competitivenes: Customer demand.Improving the range and quality of services offered avoid losing market share to businesses already using e-commerce. The Internet provides Guinness with the opportunity to provide non-core merchandising activity at a relatively low cost.  A new medium for advertising and PR,  A new channel for distributing products,  Opportunities for expansion into new markets,  New ways of enhancing customer service,  New ways of reducing costs by reducing the number of staff in order fulfilment. 7 Effectiveness of the Net in Reaching Out to the Masses The reach of Internet may not yet be as wide as that of other mass media, but given its unique advantages, Marketers around the world have from time to time tried to reach their target audiences through various media. Scientific and technological advances have and will continue to create newer media to improve communication, and marketers will try to use the same to effectively address their audiences. Internet is one of the latest to join the list of such media inventions. 8 Internet Fame with the Indian Audiences Let us first take a quick look at the audience that this medium is trying to reach. The top 8 metros of the country, the scope of the Internet as a medium to reach out to a large number of people is presently limited. However, some of these limitations can be addressed.
  47. 47. Page | 47  Internet is available in regional languages also. Even today this medium is largely confined to only those who are literate in English. Various initiatives of companies like ITC and HLL like E-choupal and i-Shakti have given a considerable boost to vernacular usage of internet.  Internet is accessible though other media also and not only through telephone lines. In the current scenario, the usage of internet might be dominated by telephone lines, but broadband and cable net are coming in a huge way.  Government policies are aimed at broadening and strengthening the infrastructure required for Internet accessibility.
  48. 48. Page | 48 CONCLUSIONS ONLINE MARKETING INDUSTRY TOUCH Rs. 2K CRORE BY 2013 & 7K CRORE BY 2015 1. As rules of the advertising game change rapidly, online or digital marketing market size in India is estimated to touch close to Rs 2,000 crore in the next two years from a Rs 1,400 crore now, say management experts. 2. At the Confederation of Indian Industry (CII) conference on 'Best Marketing Practices', experts felt that no company could now possibly ignore the power of social networking sites in creating today's brands. 3. He added that with revenues worth Rs 800 crore, Google India is bigger than any television channel in the country. 4. The business of buying online railway tickets is worth Rs 5,500 crore in India, while that of airline tickets is close to Rs 12,500 crore. Sources-http://www.businessstandards.com/india/news TAG LINE FOR DIGITAL MARKETING Fig. No. - 4.10 DIGITAL MARKETING IS ALWAYS AVAILABLE WHENEVER YOU WANT IT & NEED IT OPEN FOR 24 HOURS
  49. 49. Page | 49 Advertising options available on the Internet. The Internet offers a variety of options for the marketer to advertise their products/brands. These include 1. Banner ads and their variations 2. E-mailers and their variations 3. Sponsorships 4. Search Engines 5. Affiliate marketing In India, banners still remain the most popular option. However, wider options are now available to the marketer which, even at the cost of being intrusive, serves to enhance the visibility and effectiveness of the banner.The Variants of Banners include: Banner Ad, Beyond the Banner, Button Ad, HTML banner, Rectangle Ad, Iterstitial, Vertical Banner.
  50. 50. Page | 50 Financial benefits of Internet Marketing Internet Marketing is a hot topic especially in these days of instant results. The reason why i- marketing has become so popular is because they provide three major benefits to potential buyers: 1. Convenience: Customers can order products 24 hours a day wherever they are. They don’t have to sit in traffic, and a parking space, and walk through countless shops to find and examine goods. 2. Information: Customers can find reams of comparative information about Companies, products, competitors, and prices without leaving their office or home. 3. Fewer hassles: Customers don’t have to face salespeople or open themselves up to persuasion and emotional factors; they also don’t have to wait in line. Internet Marketing also provides a number of benefits to marketers: 1. Quick adjustments to market conditions: Companies can quickly add products to their offering and change prices and descriptions. 2. Lower costs: On-line marketers avoid the expense of maintaining a store and the costs of rent, insurance, and utilities. They can produce digital catalogs for much less than the cost of printing and mailing paper catalogs. 3. Relationship building: On-line marketers can dialogue with consumers and learn from them. 4. Audience sizing: Marketers can learn how many people visited their on-line site and how many stopped at particular places on the site. This information can help improve offers and ads.
  51. 51. Page | 51 ANNEXURE Questionaire is as follows (Must filled by Director, CEO, Top management or Marketing manager) The obejective is to collect the relevant data from companies 1 Your organisation uses internet marketing. Yes / No 2 Which digital form you uses Internet marketing Online advertising Pay par click advs. Push & Pop advs. Banner advs Sponser advs E-mail Marketing 3 It is really beneficial for improve your sales & market shares? Very Useful / Useful / Normal / Less Used / Not Used 1 2 3 4 5 4 The amount paid for this advs is much more than the benefits you get? Yes / No
  52. 52. Page | 52 5 If you wish to give your company advs on web then which one you prefered. Pay par click advs / Search Engin Optmasation 6 Where from you find out the internet, digital, online media? Sources / References / Own 7 What are my goals in using the Internet to market my product/service? 8 Is it successfully reducing costs, increasing sales, and/or improving communications with stakeholders? Is it meeting my corporate objectives? 9 Should I use any advanced Internet technologies? 10 Give your brief describation about the digital marketing in Short.
  53. 53. Page | 53 For Customers or Users 1 Would you use online marketing / shopping? 2. How it is beneficial to you about awareness of product or services? 3 Did you get sufficient information to buy the product or services? 4 What differences does the Internet introduce in relation to existing marketing Communications models? 5 How you got the information about the specific product or servises? SEO / Email / PPC / Banner Advs.
  54. 54. Page | 54 BIOBILOGRAPHY BOOKS - 1. E-Services 2. Digital world 3. Business for you (Mazgine) WEBSITES - www.google.com www.internetworld.com www.edss.co.in www.hitoffice.com

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