SlideShare a Scribd company logo
Page 1
A project report on
BRAND PROMOTION OF WORLD OF MOMS.COM
SUBMITTED IN PARTIAL FULLFILMENT FOR THE AWARD
OF
POST GRADUATION DIPLOMA IN MANAGEMENT
UNDER GUIDANCE OF
Prof J.KAVITA
(Associate dean academics)
BY
ARUN PATEL
(14069)
(2014-2016)
INSTITUTE OF COMPUTERS AND BUSINESS MANAGEMENT-
SCHOOL OF BUSINESS EXCELLENCE
HYDERABAD-500048
Page 2
BONAFIDE CERTIFICATE
Certified that this project report BRAND PROMOTION OF WORLD
OF MOMS.COM” is the bonafide work of “ARUN PATEL” who has
carried out the project work under my supervision.
SIGNATURE SIGNATURE
Page 3
Acknowledgement
Its great pleasure in presenting this report on the topic “STUDY ON BRAND PROMOTION OF
WORLD OF MOMS.COM WITH SPECIFIC TO HYDERABAD as a partial fulfillment of PGDM
course under ICBM-SBE.
Learning never ends and no one teaches more than what practical experiences teach us. Working with
FIRSTCRY.COM has been a great practical experience for me as I have learned many issues related to
CLASSIFIED SERVICES and I could apply my theoretical knowledge in the practical field of work.
My deep sense of gratitude and sincere thanks to Dr.S.Zarar&Dr.RituZarar, Principal and Director-
INSTITUTE OF COMPUTERS AND BUSINESS MANAGEMENT, who helped me in successful
completion of the project . And my special thanks to Prof.J.KAVITA who helped me all the way for
my success in future.
I am extremely thankful to Mr.MUKUL MISHRA, ACCOUNT MANGER HEAD (HYD),
FIRSTCRY.COM who had been my company guide and gave me proper guidance starting from the
beginning of the project.
My sincere thanks to project guide Prof. J.KAVITA for helping and guiding me in bringing out this
report in a presentable fashion.
Page 4
ABSTRACT
worldofmoms.com is one of the best free listing program which can give information to the
customer at all levels it is an initiative from the house of firstcry.com, Asia’s Largest Online
Store for Baby and Kids. It is an online social platform for moms to connect, share and help each
other through the journey that is motherhood. www.worldofmoms.com is a space where moms
can build and grow a community .We aim to become India’s most loved mommy community,
helping moms to find peer moms to resolve their queries, make parenting fun, grow their
businesses, and create a one stop shop for all their needs.
This study is descriptive study and the sampling technique here used is random sampling. The
sample size is 93 selected from the population of HYDERABAD. The data is collected with the
help of structured questionnaire, which includes multiple choice questions.
The next step in the research process is analysis and interpretation of the data collected from the
respondents. This analysis and interpretation is done with the help of graphs and Tabulation,
They are prepared with the help of MS Excel software
With the help of Analysis and interpretation the findings are drawn which includes whether
consumers are aware of classified services do online advertisement effect their purchase
behavior. With the critical Analysis and Interpretation the Suggestions are drawn on how to
improve Online Advertisement in order to attract much of the viewership and to increase the
purchasing efficiency and also to improve the methods of classified services. Finally a
conclusion, where the briefing and the topic aspects is been given with few suggestions, finally
concludes the Project Report.
Page 5
DECLARATION
I signed hereby declare that to my knowledge and belief that the project work titled -
“PROJECT REPORT ON BRAND PROMOTION OF WORLD OF MOMS.COM”
presented solely by me and the study was conducted in the Hyderabad, A.P. The work done and
empirical findings in this report are based on the data collected and have not been submitted to
any other University or Board for the award of any other degree or diploma.
Date- ARUN PATEL
Place-Hyderabad (Student Signature)
Page 6
Table of Contents
Chapter
Title of the chapter
Page Number
1 Introduction
Objectives of the study
Scope of the study
ResearchMethodology
Limitations
8-15
2 Review of literature 16-23
3 Industry profile
Company profile
24-48
4 Data Analysis and interpretation 49-61
5 Findings
Suggestions
Conclusions
62-64
Annexure 1
Questionnaire
65-68
sources Bibliography 69
Page 7
List of Figures
Chart Number Title of the Chart Page Number
1. Representing the percentage of respondent using
internet.
50
2. Representing the percentage of time spends on
social networking site.
51
3. Representing the percentage of awareness of
classified services.
52
4. Representing the percentage of awareness of
Internet classified services.
53
5. Representing the percentages of services are
interest of respondents.
54
6. Representing the percentage of years of using
internet classified services.
55
7. Representing the percentage of aware about world
of moms.com.
56
8. Representing the percentage of use want to of
services for your Promotion.
57
9. Representing the percentage of aware about the
promotion offer.
58
10. Representing the percentage of like subscribe to
WORLD OF MOMS.COM.
59
11. Representing the percentage of above promotional
offer would you like to avail off.
60
12. Representing the percentages of rate given by
respondents WORLD OF MOMS.
61
Page 8
Page 9
Introduction
The project is undertaken to measure the brand promotion of WORLD OF MOMS.COM in
around HYDERABAD, measuring the brand promotion of a particular company’s brand is of
vital importance since it indicates the number of people who are aware as well as what values
they add to the particular brand in a given period of time and it also highlights the effectiveness
of the different advertising or promotional tools used for the purpose.
Promotion is the key metrics that any company would use to increase their brand strength.
Promotion in simple terms - how to promote brand? Usually, awareness is measured through surveys
that ask participants a series of questions like “What brand comes to your mind if you want to join the
company? In general, companies measure unaided awareness- what % of survey participants mentioned
the brand without any kind of hint. It is the consumers’ ability to recognize or recall (indentify) the
brand within a given product category in sufficient detail to make a purchase decision.
It also means that the consumer can purpose, recommend, choose or use the brand. The
objectives of the most advertising campaign are to create and maintain brand preference. The
first step is to make potential consumers aware of a brand’s existence.
World of moms.com has a unique track record of innovative research, product development
and services. It is an important benchmark for the classified industry in respect of its
production, marketing and personnel management processes.
World of moms.com is proud of its many innovations over the years and realizes that
innovativeness is an essential characteristic of leadership.
In this project, I went into a search for details regarding the brand promotion of world of
moms.com.The analysis was done with the help of the data collected through questionnaire
taking the sample size of 93 in Hyderabad. I have tried to throw a clear light towards the level
of brand promotion of world of world of moms.com.
Page 10
Objectives of the study
• To study the awareness level of the prospect customer.
• To study which promotional tool is effective to increase the awareness level among the
people.
• To see whether brand promotion influences the buying behaviour or not.
• To know how to maintain and improve brand awareness and to build brand loyalty.
Page 11
SCOPE OF THE STUDY
 To find how far people are aware and attracted towards the brand name of particular
product and services.
 The preference level of the customers in different ways towards the branded products and
services can be studied through this project.
Page 12
ResearchMethodology
Methodology is defined as the study of method by which we gain knowledge it deals with the
cognitive then processes imposed on search the problem arising from the nature of its subjects
matters. Data becomes information only when a proper methodology is adopted. Thus we can
say methodology is a tool which processes the data to reliable Information.
Research design
A research designed is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose. It is the blue print of the
collection, measurement and analysis of data. It can also be said as a purely and simply the
framework or plan for the study that guides the collection and analysis of data. We have adopted
descriptive research design for the project.
Descriptive Research Design
The research designed used here is the descriptive research designs which are concerned with
describing the characteristic of a popular individual of a group. The data collected here may
relative to the demographic or the behavioral variables of the respondent study.
1. Research: Qualitative and quantitative
2. Data: Primary data: survey by structured questioners
Secondary data: Through Published websites
3. ResearchApproach: Survey method
4. ResearchInstrument: Questionnaire
5. Type of Questionnaire: Structured
6. Type of Questions: Close-ended and Open-ended questions
Page 13
Sampling
Research conducted by considering only a few units of population is called as sampling.
Sampling size
The main focus of the study is on Online advertisement this faction of study is descriptive in
nature. The total sample size is 93.
Sampling techniques
The sampling technique adopted in the current study is random sampling.
Method of data collection
There are two main sources of data namely
• Primary data
• Secondary data
Primary data
Information that is obtained directly from first-hand sources by means of survey, observation or
experimentation .Primary data original data from which the researcher directly collects Data that
have not been previously collected. The data has been collected from school to schools Survey
and opinion of the customers such primary data is generated through questionnaires.
Secondarydata
The secondary data contains data which have already been collected and complied by someone
and the data have been passed through statistical process. Data that are not originally collected
but rather obtained from published or unpublished sources is known as secondary data.
Page 14
Questionnaire design
The research has taken only used multiple choice question to collect the necessary data from the
respondent
Period of studies
Thus project work was carried out during the period may2015-June2015.
Page 15
LIMITATIONS OF THE STUDY
1. The sample size is limited to 93 principals hence the result of the study cannot be taken as
universal.
2. Findings of the survey are based on the assumption that the respondents have given correct
information.
3. Since the respondents had to fill the questionnaire while busy with their hectic schedule, many
people were reluctant to answer.
Page 16
Page 17
Review of literature
According to 1Crockett, Robert O. Promotion refers to raising customer awareness of a product
or brand, generating sales, and creating brand loyalty. It is one of the four basic elements of
the market mix, which includes the four P's: price, product, promotion, and place.
Promotion is also defined as one of five pieces in the promotional mix or promotional plan.
These are personal selling, advertising, sales promotion, direct marketing, and publicity. A
promotional mix specifies how much attention to pay to each of the five factors, and how much
money to budget for each.
BRANDING
According to 2McCarthy, Jerome E. A brand is a name, symbol, term, sign, design, or
combination of each of these things, the purpose of which is to identify goods and services of
one seller or of a group of sellers and differentiate them From competitors. A brand is also the
sum of all characteristics that make a product offering unique. A company can copy a product
but it cannot replicate the brand. In a sense the brand is the “personality” of the product what the
product means to the customer and the set of emotions evoked when the brand is encountered or
used by the customer.
Brand Identity
A brand’s identity is the company’s vision of the brand and the brand’s promise to consumers. It
is also the outward visible identity of the corporate brand or family of brands.
Brand Image
The brand image is the consumer’s actual view of the brand. Companies will try to bridge the
gap between brand identity and brand image. Consistency is the key element when promoting a
brand or product, and a clear and consistent promotional campaign will help ensure that the
brand’s image and the brand identity are very similar.
Page 18
Brand Loyalty
People who buy only a particular brand of product or service are considered by marketers to be
“brand loyal.” There are various levels of brand loyalty, from extremely loyal to brand terrorist
and everything in between.
Advertising and Promotion
According to 3Mulhern,Frank(2009)Predecessors to sales be consistent with and support the
overall branding strategy; cause the company to have a more prominent place in the market
communicate the company’s experience and knowledge and help to gain customers.
THE PROMOTIONAL MIX
The promotional mix is the use of different advertising and communication channels in a
coordinated way to run an effective marketing campaign. These coordinated campaigns are part
of an effective integrated marketing communications plan. The four main methods of
Promotion within the mix are advertising, sales promotion, personal selling, and public relations.
The most important factor in determining the optimal mix is identifying the target market. This
can be determined through extensive market research. Once a company knows its target market,
it can then research its use of various media outlets in order to come up with The best
combination of marketing materials to reach the defined target.
ADVERTISING
Advertising is paid communication brought to audiences through different forms of media such
as television, radio, newspapers, magazines, and billboards. A company uses advertising to
inform, persuade, or remind its target market of its products or services. Comparative advertising
is used to differentiate a company’s products in the marketplace from other similar products.
Page 19
Advertising Mediums
According to 4Papatla, Purushottam. There are advantages and disadvantages to each media type,
and when selecting the advertising mediums to use, companies must understand who their target
audience is and which the most effective method for reaching them is. Marketers must be able to
divide their budgets among the various media resources in order to stretch them the farthest to
reach the most customers.
Television.
Television advertising is the leading medium for reaching Indian audiences. Although a very
expensive form of advertising.
Print Ads.
Advertising in newspapers and magazines is another way of reaching customers with a
company’s message. Print ads are effective because of their visual quality and can be run in
many different types of publications.
Radio.
Although lacking the visual appeal, radio can be an effective medium for reaching target
consumers.
Internet.
The Internet has become an important electronic medium and its interactive quality is unique. It
permits immediacy of purchase and a high level of convenience.
DirectMail.
Mailing advertisements or promotions directly to people’s homes is another commonly used
method of reaching co
Page 20
Outdoor and out of home.
The majority of outdoor advertising is spent on billboards. Billboards are a popular way of
reaching commuters and consumers in a single geographic location. Other forms of outdoor
advertising (known as “out of home”) include sports stadium ads, bus shelter posters or signage
on buses and taxis.
Advertising Trends
A very popular way of getting a message across is using celebrity endorsements. Advertising
companies are willing to pay for hire celebrities to represent their brands.
Sponsorships.
This is a well-used form of promotion and advertising that allows the company to buy into a
sporting event or activity.
SALES PROMOTION
Sales promotion consists of many activities used to sell products. They are activities that give
consumers a short-term incentive to make a purchase. Sales promotions are also activities that
change the price and value relationship of a product as perceived by the target audience with the
possible effect of generating immediate sales. It is possible that a sales promotion can also alter
the long-term value of the brand by making what might be a premium product more affordable.
Sales promotions are generally time-bound programs that require participation on the part of the
consumer through either immediate purchase or some other action. The fundamental goals of
sales promotion are tactical, strategic, and ultimate. The tactical goals are to combat a
competitor’s increase in market share, to combat other competitors’ promotional efforts, and to
move brands that are either declining, overstocked, damaged, or not selling fast enough. The
strategic goals are to motivate consumers to switch from a rival brand, to increase product
consumption, to reinforce the marketing communications efforts for the brand, and to motivate
brand loyalty. The ultimate goal of a sales promotion is to increase Sales, profits, and market
share. There are different channels for sales promotions, which include consumer promotions
and trade promotions.
Page 21
Coupons.
Whether we’re cutting them from newspapers and magazines or getting them in the mail,
coupons are a very popular form of sales promotion. E-coupons are another popular form of sales
promotion; they are extremely effective for luring in customers and are redeemed by 57 percent
of the people who click on them.
Sampling.
Companies will often send or hand out samples of products in order to attract customers who
may not have purchased their products otherwise.
Sweepstakes andContests.
Sweepstakes and contests are another strategy of sales promotion. Data will be collected from
consumers and they will be entered to win a prize. Companies can use the information that they
collect from entrants in order to develop a mailing list for future promotional campaigns.
Organizations must be sure to print all the guidelines for their sweepstakes or contests in order to
avoid legal entanglements.
Point-of-Purchase Displays.
Point-of-purchase (POP) promotional materials are displays that are set up in stores in order to
prominently display products.
Trade Promotions
Trade promotions are geared toward marketing intermediaries as opposed to consumers.
PERSONALSELLING
Personal selling uses a personal sales presentation to influence customers to buy a product.
Personal selling tactics are most often used when there are a few geographically concentrated
customers the product is highly technical in nature the product is very expensive or when the
product moves through direct distribution channels.
Page 22
RelationshipStrategies
According to 5Kent, Judy. Developing an effective relationship strategy can be the key to
forming long-term relationships with customers and in turn creating loyalty. Good customer
service and treating customers fairly become the critical first step for ensuring a healthy
relationship.
Loyalty Programs
Many companies develop loyalty or frequency-marketing programs in order to further engage the
consumers with their products and increase customer loyalty. These programs are very effective
for targeting the company’s most valuable customers.
PUBLIC RELATIONS AND PUBLICITY
According to 6Berger, John. Publicity is the movement of information with the effect of
increasing public awareness of a subject. An organization’s public relations and publicity
activities are the means to foster its relationships with its various audiences and to communicate
with them. Public relations efforts are undertaken in order to form a favorable view in the public
eye. Favorable publicity can enhance an organization’s image and increase demand for its
products.
Page 23
SUMMARY
There are many methods used by marketers to attract customers to their brands and products. A
successful integrated marketing campaign will deliver a consistent message that is brought to the
target audience through different mediums of the marketing mix. Advertising and promotional
messages should be consistent and repeated often in order to create a clear image in the mind of
consumers. Ideally, these promotional efforts will result in influencing consumers to try new
products, switch from their preferred products, or purchase more products from a company or
brand. The end goal of all promotional efforts is to increase the company’s product sales and
profits through gaining or stealing market share.
Page 24
Page 25
Industry Profile
Indian classified Industry
Indian economy is growing and the market is on an expansion mode. Businesses are looking up
to advertising as a tool to cash on business opportunities. Growth in business has led to a
consequent growth in the classified services industry. Indian classified industry has emerged as
one of the major industries and has broadened its horizons be it the creative aspect, the capital
employed or the number of personnel involved. The industry today offers a host of functions to
its clients that include client servicing, media planning, media buying, creative
conceptualization, pre and post campaign analysis, market research, marketing and branding.
Today all the companies in India and corporate in India have products or services to sell and they
are advertising them via T.V, newspapers, brochures, magazines, radio etc. But its time to take
the promotions online is a effective way of advertising that uses the power of Internet and World
Wide Web in order to deliver marketing messages and attract customers. Different examples
of include contextual ads on search engine results pages, banner ads, advertising networks and
e-mail marketing, including e-mail spam and newsletters..
Online video directories for brands are a good example of interactive advertising. These
directories complement television advertising and allow the viewer to view the commercials of a
number of brands. If the advertiser has opted for a response feature, the viewer may then choose
to visit the brand’s website, or interact with the advertiser through other touch points such as
email, chat or phone. Response to brand communication is instantaneous, and conversion to
business is very high. This is because in contrast to conventional forms of interruptive
advertising, the viewer has actually chosen to see the commercial
Page 26
History of classified services
As the Internet is now part and parcel of our daily life with a lot of activities being performed
online, it presents a lucrative opportunity for all kinds of businesses. With innumerable visitors
visiting the cyberspace to satisfy their varying requirements, online Advertising of products or
services has become indispensable these days. However, during the initial days, this form of
Advertising was targeted at the elite class of society only. At that time, it was a dream for many
to maintain a computer system and an Internet connection. Therefore, classified services was not
considered a profitable option.
When the world entered the 21st century, the scenario for Internet Advertising showed an
upward trend with huge investment and incredible returns on investment. The concept has gained
so much momentum now a days that if a business is not undertaking any online Advertising
campaign, it is regarded as a big blunder, resulting in the potential loss of revenues. The present
state of affairs of this promotional medium revolves around search engine optimization, pay-per-
click management, display advertising, text advertising, affiliate Advertising, ecommerce
newsletters, website lead generation, and classifieds.
Many experts are of the same view that both web promotional companies and online business
owners currently seek more accountability. The majorities of Internet advertising companies
have a desire to evaluate and find out the efficiency of their campaigns to the limit. Similarly, the
clients are very keen to know precisely how effectual the campaign is and what sort of returns on
the investments can be expected. As a result, the industry has witnessed the development of
numerous innovative and sophisticated tools that allow companies as well as their clients to
obtain meaningful and helpful information implementing different analyses.
One more trend that has been observed recently is the continually mounting costs of pay-per-
click (PPC) that has resulted in the increased disappointment with this form of search engine
Advertising. According to experts, the reason behind such high costs is the huge investments
made by large business concerns. Consequently, online business owners have now turned to the
organic search results delivered through search engine optimization to enjoy so many
advantages. There is currently more emphasis given to user-generated content, improved
conversion rates, location- or language specific campaigns, and E-mail newsletters.
Page 27
The future of online Advertising is going to be more interactive with elevated bandwidth and
computing speed. Viewing and transmitting videos will be a cakewalk for web surfers. There is
also every possibility of witnessing browser-specific results in the coming days. Social media
will consolidate their dominance further. They will not only make more revenues, but will grab
the attention of more and more users as well. As far as search engine optimization is concerned,
the search engine algorithms and link determination factors will be complicated further, thereby
giving a hard time to online Advertising companies. Websites will be a lot slimmer to enhance
user browsing experience. Last but not least, video search will grow in prominence with the
potentiality to dictate the terms in the world of Internet classified advertising.
Page 28
Online advertising has to offer:
1. Scalability - Like television commercials, it doesn't cost very much to increase the reach of an
online ad campaign. There is no need to print additional copies of a magazine, or to create and
mail direct-mail pieces.
2. Hot demographics - The online community is more affluent, better educated, and younger
and more willing to spend than the population at large. More and more people go online and the
number is ever increasing.
3. Targeted messages - Unlike broadcast and print media, the Internet allows advertisers to
target exactly who will see their ads, and in what context. Web publications serve every
conceivable audience, from the mass- market obscure niche groups. Beyond that, the technology
leads target customers by their computing platform (PCs or Macintoshes), Web browser (specific
versions of Netscape Navigator or Microsoft Internet Explorer), domain type (. com, .edu, .gov,
.mil, or .net) or individual domains (America Online, IBM, Prodigy).
4. Broad and flexible reach - While the Net cannot yet match television's market penetration,
the size of the online audience is growing very quickly. More importantly, because you buy
online ads by the impression, you can buy as much or as little of that audience as you desire. And
that's true no matter how popular or specialized the site on which your ads run- as a rule,
advertising costs depend on how many impressions you buy, not on the size of a site's audience.
5. Cost-effective - Partly because you pay only for exactly what you're getting, online
advertising can be extremely competitive with other forms of advertising. If you buy 1,000 ad
impressions, for example, you know that exactly 1,000 people will see your ad.
Page 29
6. Detailed tracking and measurement - Compared to online advertising, traditional media
advertising is like shooting in the dark. The Web allows advertisers to gather detailed
information on who saw an ad, when, in what context, how many times and so on. Better still;
you get this information instantly, not weeks later when it's too late to adjust your campaign. Of
course, not every site currently provides this level of feedback, and not every advertiser
knows what to do with it. Over a period of time, however, this is likely to become one of
Web advertising's most important competitive advantages.
7. The ability to extend the transaction- Traditionally, advertising was a one-way mechanism.
Apart from techniques like toll-free numbers pitched in infomercials and mail-in coupons in print
publications, there was no way for customers to act on the information in the ad. On the Web,
though, interested customers can click, learn more, and actually buy on the spot. There's simply
nothing more powerful.
8. Good Creativity- Creative Design of Home page is very important for the surfer to get
hooked on to the site. Within seconds the user should get an idea about the site and where to go
within it. If the opportunity is missed the user many never return.
Page 30
In addition to all this the creators of web sites & on line advertising must take into consideration
the factors like
a) How fast does the site download?
b) How easily navigable the site is,
c) What is the domain name?
d) What are the other publicity & advertising activities which building Traffic to the site?
If all such parameters are considered while selecting the web sites for online classified
advertising, the impact of such advertising will definitely be felt. Classified services is one
medium, which helps to generate awareness about the brand being advertised, it can help in
creating an image, it helps in educating the audience and also builds interactivity & direct
response. No other traditional medium has the ability to give all of this.
Page 31
Company Profile
History
TYPE -------------------- ONLINESERVICE PROVIDER
FOUNDED ---------------- IN THE YEAR 2007
HEADQUARTER---------PUNE, INDIA
KEY PEOPLE-------------SUPAM MAHESWARI
INDUSTRY-----------------BABY PRODUCT & GOODLIFE
REVENUE------------------ ( RS 68 CRORES )
WEBSITE ------------------FIRSTCRY.COM
BrainBees Solutions was founded by Supam Maheshwari and Amitava Saha in late 2010.
BrainBees Solutions Pvt. Ltd. owns the brands FirstCry.com and GoodLife.com. It’s a 550
people
Company IDG Ventures India led a $14 million Series B round of investment into BrainBees
Solutions Pvt Ltd. SAIF Partners, the first institutional investor in BrainBees, participated
equally in the round. SAIF had invested $4 million in the company in May 2011. Firstcry.com is
Asia’s Largest Online Portal for Baby Products and Toys which has now become the top e-
commerce platform in India for kids’ products, baby care and maternity care items. Exhibiting
over 35000+ items from 250+ top International and Indian brands like Mattel, Ben10, Pigeon,
Page 32
Funskool, Hotwheels, Nuby, Farlin, Medela, Pampers, Disney, Barbie, Gerber, Zapak, MeeMee
and so on, Firstcry.com targets to provide the best online shopping experience at the lowest
price. Collaborating with 150 vendors nationally and internationally, Firstcry has a robust
logistics and customer support system aimed at delivering the best brands to the customer’s
doorstep at the shortest possible time. Interestingly, FirstCry.com now has the highest repeat
customer base in the Indian e-commerce industry, standing at over 50%. Goodlife.com is the one
stop destination for personal care and lifestyle essentials. Exhibiting over 5000+ items from
250+ top International and Indian brands like Adidas, Calvin Klein Davidoff, EVA, Gillette,
Gucci, Prada Guess, Elle18, L'Oreal Paris, Lakme etc targets to provide products/brands at the
lowest prices. Collaborating with 100 vendors nationally and internationally, Good life has a
robust logistics and customer support system aimed at delivering the best brands to the
customer’s doorstep at the shortest possible time. Goodlife.com now has 60% repeat customer.
The Largest Player in Baby & Kids Ecommerce /A strong team of experts from the Industry
They are divided into Three Categories: -
• Baby
• Kids
• Moms & Maternity
• Baby - Baby Diapers, Bottles and Accessories, Oils and Powders, Footwear, Soaps and
Shampoos, Baby Gear.
Top Brands - Pampers Huggies Baby Hug, Mamy Poko, Johnson and Johnson
• Kids - Frocks, Tops and Tees, Learning and Activity Toys, Watches, PC/Console
Gaming, Knowledge Books.
Top Brands - Gini and Jony, Barbie, Disney Funskool, Winnie the Pooh.
• Moms & Maternity - Breast Feeding, Nursing Wear, Organic and Supplements,
Maternity Books, New Moms Accessories, Maternity Lingerie.
Top Brands - Medela, Pigeon, AventChiccoFarlin, Uzazi.
Page 33
Babybiz: No kids' stuff
At 27 million, India has the largest number of child births a year. The market size for baby, kid
and maternity products is estimated at Rs 40,000 crore annually, growing 15-20 per cent a year.
Currently, about one per cent of this market is serviced by about half a dozen online companies.
Typically, about 90 per cent of the products in the baby segment are imported. Gross margins for
non-diaper baby and kid products stand at 25-50 per cent, while those for the diapers category
are 15-20 per cent. So, companies primarily focus on driving efficiency in supply chain, in terms
of product sourcing and assortment, warehousing and logistics.
With estimated gross merchandise sales of about Rs 250 crore in 2013-14, Firstcry is considered
the leader in its segment, competing against retail chains such as Mom & Me and a host of online
players. The venture has raised about Rs 90 crore through two rounds of funding from marquee
funds such as SAIF Partners and IDG Ventures.
Earlier this year, the e-commerce space for baby care saw a round of consolidation, with
Hoopos.com merging with BabyOye.com.
Mukul Arora, vice-president, SAIF Partners India, says Firstcry competitive edge is its mix of
click-and-brick model, with a focus on Tier-II and -III towns and a wide assortment of products
and a right last-mile delivery model. Sales from small towns - through the website and stores -
account for half the company's revenues. While its stores follow a franchisee model, each store is
branded Firstcry.com. Maheshwari says the company had opened stores in small towns to help
consumers overcome inhibitions about shopping online. It plans to double the number of its
stores by the end of 2014.
Firstcry follows an inventory-based model, shipping products across the country from four
warehouses in Pune, Delhi, Bangalore and Kolkata. Maheshwari expects the company's business
to turn cash-flow positive by 2014-15, with gross sales of about Rs 400 crore. At the end of
2012-13, revenue stood at about Rs 100 crore.
Page 34
Getting the back-end right
This is 39-year-old Maheshwari's second e-commerce venture. In 2000, he founded Brainvisa
Technologies, an e-learning company. In 2007, he sold the company to a US-based group.
Subsequently, Maheshwari and Saha kick-started BrainBees Solutions, which owns Firstcry.com
and Goodlife.com, with seed capital of Rs 2.5 crore, raised from personal resources and friends.
Six months after the venture came about, SAIF Partners put in $4 million of private equity
capital. In February 2012, existing investors teamed up with IDG Ventures to raise another $14
million.
From the beginning, Maheshwari and Saha have focused on keeping the cash-burn low. An in-
house developed point-of-sale IT system helps track each sale at stores or through the portal. It is
estimated this saves at least Rs 1 crore a year in subscription fees to third-party service providers.
To plug cash-burn in the cash-on-delivery service, an automated email or telephone call is made
to each customer who places an order online. Only after the customer confirms the order is the
product dispatched.
Customer engagement has been high on the agenda through extensive use of social media,
discount coupons for repeat buys, assured savings through subscription services, etc. Firstcry
adopted a private label strategy early, and this helped improve margins.
The sister sibling portal, Goodlife.com, is part of the customer retention strategy. Currently,
about 30 per cent of Good life customers are from First cry.
Manik Arora, managing director, IDG Ventures India, feels replicating the strong success of
Firstcry in new categories would be challenging. Maheshwari, however, says leveraging the
existing logistical and technology back-end would help reduce overhead costs.
"As the company scales rapidly, the challenge would be maintaining service quality, as logistics
become more complex," says Epiphany Ventures' Saraf. Though Firstcry is the market leader in
Page 35
a niche category, Saraf cautions, "This is a marathon, not a sprint, and there are many more
milestones awaiting them."
HYDERABAD: Baby care portal FirstCry.com is set to roll out its same-day delivery across 18
cities at no extra cost. The Valiant Capital and IDG-backed company has roped in logistics
player XpressBees to launch the service in metros and tier-2 cities, with an option of next day
delivery for 51 centers.
"We have been working on the project for seven to nine months in order to build a supply chain
and a hyper-local delivery model. We aim to tap into the baby care consumables market such as.
Wipes, diapers, bath and skincare - products typically sourced from the neighborhood chemist,"
said Supam Maheshwari, CEO and founder of FirstCry.com.
The orders will be fulfilled from warehouses and stock points of FirstCry, which works on an
omni channel strategy with 100-plus physical stores. The parent company of FirstCry, Brainbees
Solution, incorporated in 2010, has been simultaneously developing its logistics arm XpressBees
since 2014
E-tailers building their own logistics and delivery networks for cost
optimization
Online baby-care retailer FirstCry is also looking to scale up its logistics arm Xpressbees for
taking third-party orders while Faaso's current model focuses more on streamlining the delivery
aspect of food-on-demand.
Page 36
Firstcry.com ropes in Amitabh Bachchan as brand ambassador
MUMBAI: Children-focused e-commerce Company Firstcry.com has picked actor Amitabh
Bachchan as its brand ambassador and said it may raise funds again next year. Chief executive
and founder Supan Maheshwari did not disclose how much the company intends to raise in the
fifth round of funding.
The baby and childcare products retailer has so far raised $36 million in Series D funding led by
venture capital firm New Enterprise Associates and San Francisco based Valiant Capital. It had
received $10 million in the last round earlier this year.
First Cry, launched in 2010 by Maheshwari and Amitava Saha, is owned by Brainbees Solution,
a products supplier for pregnant women and kids. The brand has over 120 brick and mortar
stores across the country.
Page 37
Maheshwari said the company has mandated Lowe Lintas for the advertising campaign, which
will include six films featuring Bachchan. It will be released by the end of this week.
The CEO did not say how much FirstCry has earmarked as annual advertising budget, but
industry executives ET spoke to pegged it at close to Rs 100 crore.
"An internal research showed that FirstCry was low on awareness despite the fact that repeat
purchase on the website is 50 per cent higher than our closest competitor," said Anuj Jain, the
company's senior vice-president. "We needed to create maximum impact with the campaign.
Amitabh Bachchan brings huge credibility to the brand. He has pan-India appeal and is a
doting grandfather."
According to Jain, the company has made six television commercials around the theme
"Bachchon ki shopping, Bachchon ki khel nahi" (kids shopping is not child's play), which will
run for the next three months. The campaign will also have radio, out-of-home and tactical print
legs. The new ad campaign will be handled by Lowe Lintas's Johnson & Johnson team,
Maheshwari said.
Page 38
www.worldofmoms.com is an initiative from the house of FirstCry.com, Asia’s Largest Online
Store for Baby and Kids. It is an online social platform for moms to connect, share and help each
other through the journey that is motherhood. www.worldofmoms.com is a space where moms
can build and grow a community that’s By Moms, For Moms. We aim to become India’s most
loved mommy community, helping moms to find peer moms to resolve their queries, make
parenting fun, grow their businesses, and create a one stop shop for all their needs.
First Cry’s customer focus has enabled it to identify and address the shopping needs of parents
across India which also brings with it the expertise, experience and reach that resonates with a
growing parent and mom base. This expertise and understanding of the needs of a mom is
what www.worldofmoms.com aims to address – with ‘Everything for Moms, in One Place’.
Most importantly, we understand that Moms need a space of their own, where they can browse,
share and connect with other moms, in a closed, safe and protected environment. We take pains
to ensure to the best of our ability that all our registered users are women, by allowing access
only through Social Media channels, where we can run a gender check. Moreover, each mom is
special and we recognize and celebrate that, through our effort to Personalize to your Stage,
and Localize to your City.
Page 39
Playschoolsare an important part for the development of the child
A child is an impressionable entity. And to ensure that the impressions he is exposed to should
be of best quality you need to be educated on certain factors. To nurture your loved one you need
to select the best. The kid needs different avenues at different times when he is growing up, be it
playschools when they are very young or hobby classes when they are a tad grown up. And this
seemingly easy task of selecting an institution becomes a bit of a hassle due to number of
variables involved. And it is imperative that an informed decision be made.
Playschools are an important part for the development of the child, by not only making him/her
ready for their entry into formal education by infusing that all the important confidence and
independence. So utmost care has to be taken, as it is this decision which can help your child in
his all round development and enhance his academic, imaginative, cognitive, socio-emotional
progress of children in the play school. Similarly, to foster his extracurricular activities, be it
singing, painting or any other activity he she excels at, you again need to find out an institution
or a class which hones his skills in an effective manner.
There are many good playschools in metros like Delhi and so are some good preschools in
satellite townships as Noida. And if you’ve got a budding star in your kid who likes to rock it, it
is crucial that he must be enrolled in a dance class which takes proper car of his passion and
aspirations. But in the end it is you who as a parent needs to take the decision about what
facilities will help your child in his complete growth. And one needs to look at all the conditions
before one can actually settle down for a proper establishment. Having prior information as to
what are these institution are about, whether it might be a playschool or a dance class. This
information can be from something very basic like the address to something more specific as
student teacher ratio and other facilities as toys, library, lobbies etc. So evaluate all the options
on the basis of your criteria’s and after you have satisfied yourself on all the fronts, only then
give a go ahead. To learn more about Playschools
Page 40
Advantages of play schools
Playschools can provide your child a structured environment where they get to choose between
the right and the wrong at an early age. It is said that children learn and understand things during
their early years when they are inquisitive about the things around and have an urge to learn and
explore. Playschools offer such an environment where children are given freedom under
appropriate supervision so that they are guided but still enjoy the liberty to do things on their
own. With rules and chart to be followed by the children, there are set rules which are also given
to the parents in order to make them habitual to a certain schedule where rules such as pickup
and drop off times needs to be followed strictly, similarly parents need to be advised on the
importance of various nutrition which needs to be added to a growing child’s diet. Play schools
make sure that the teachers are trained in a way that the children adapt to the most appropriate
ways to tackle the situation and learn basic manners from early age. Teachers involve various
activities to make the learning more interesting for children so they understand through these
activities and also realize the importance of physical involvement in any task given. Playschool
design a schedule according to the needs and scope of improvement they want to bring in the
lifestyle of the parents to be better parents and what all habits they need to adhere to and what all
to shun. Good programs feature a wide variety of fun activities — including singing, dancing,
arts and crafts, storytelling, free play, and both indoor and outdoor games and projects —
designed to teach children different skills.
Children may also learn some academic basics. For example: counting and the alphabet. Most
importantly, preschool teachers have training in early childhood education, where they are taught
and trained to understand the child’s basic needs, so they know what to expect from the child and
are able to help her along accordingly.
Page 41
Playschools also provide an opportunity for children in preschool to socialize with other kids
their age. Play school is a boon to working parents where they no longer need to be dependent
on the nanny and other home service to look after their child.
Take part in the FirstCry TV-Star Hunt and you could see your little one on
TV
FirstCry is running a special contest to find India's next Baby Superstar - all you have to do is
upload the best picture you have of your child onwww.worldofmoms.com it’s really, that easy!
If your entry is selected by our judges, your baby may be the one to feature in the FirstCry
television commercial.
This Activity will be open to all registered account holders ("Participants") subject to the
applicable terms and conditions of FirstCry.com, Worldofmoms.com, or otherwise. This contest
is open to Indian residents only.
Page 42
Vision -to solve parents' shopping problems related to purchases for baby and mother care
products.
Mission - Our mission is to provide best of the products/brands at the lowest prices with great
online shopping experience, free shipping and Prompt customer service.
Our benchmark is to provide our customers with a physical stores shopping experience; online,
without the hassles of driving around the town locating a shop and then a place to park the
vehicle. Our sourcing team works with over 150 vendors internationally, nationally to source the
best products/brands for you at the most affordable price. Our product photographs can be
zoomed so that you can read the details on the product cover before taking an informed decision.
All items originate from our warehouse and have been sourced from authorized representatives
or manufacturers. So shop with us, sit back and relax. Our logistics and customer support team
works very hard to get your goods delivered at the earliest and respond to any queries that you
may have. Over time, we hope to 'Change' the way, Indian parents buy, so that they can be at
home to spend more quality time with their 'little ones' and family.
Page 43
Competitors of moms of world.com
Just dial’s Mission To provide fast, free, reliable and comprehensive information to our users and
connect buyers to sellers.
Corporate Information
• The company started offering local search services in 1996 under the Just dial brand and is now
the leading local search engine in India
• The official website www.justdial.com was launched in 2007.
• Just dial’s search service is available to users across multiple platforms, such as the internet,
mobile Internet, over the telephone (voice) and text (SMS). Just dial’s search service bridges the
gap between the users and businesses by helping users find relevant providers of products and
services quickly, while helping businesses listed in Just dial’s database to market their offerings.
Just dial has also initiated its ‘Search Plus’ Services for the users. These services are aimed at
making several day-to-day tasks conveniently actionable and accessible to the users. With this
step, Just dial is transitioning from being purely a provider of local search and related
information to being an enabler of such transactions. Just dial intends to provide an online
platform to thousands of SME’s to get them discovered and transacted.
Page 44
Sulekha.com was founded by SatyaPrabhakar and Sangeeta K shettry, and was incorporated
in India as Sulekha.com New Media Pvt. Ltd. in 2002. Sulekha has received investments from
Indigo Monsoon Partners, Norwest Venture Partners (NVP) and Mitsui & Co. The directors on
Sulekha’s Board are Param Parameswaran (Chairman), SatyaPrabhakar (Founder and CEO),
Harish Raghavan (IMG), PromodHaque (NVP) and Yasushi Okazaki (Mitsui & Co.)
Sulekha has its presence in 29 Indian cities (Delhi, Noida, Mumbai, Navi
Mumbai, Bangalore, Chennai, Hyderabad, Pune, Ahmedabad, Kolkata and Coimbatore) and at
least 9 North American cities (Chicago, New York, Toronto, Austin).
Page 45
mycity4kids helps parents unearth the best their city has to offer kids in and around the
neighbourhood - from children's events and fun family outings to camps and classes, cool
birthday party places and a whole lot more kid-stuff. It is an online marketplace where parents
can search for information related to kids services, look for recommendations and make a
booking by either paying online or availing the cash pick-up service.
The website currently caters to parents in Delhi NCR, Mumbai, Bangalore, Chennai, Hyderabad
and Pune. With more than a million parents visiting the website in the last year and close to
50,000 service providers listed on the portal, mycity4kids is truly the destination site for parents
in the city.
Page 46
Yellow Media Limited is a leading media and marketing solutions company offering services to
small and medium enterprises across Canada. The Corporation contributes to the success of these
businesses by connecting them with local consumers in their communities. Through a nationwide
sales force of over 1,000 media account consultants and support staff, the Corporation serves
close to 300,000 local Canadian businesses providing them with single-point access to a full
suite of print and digital products and services. The Corporation is also a leader in national
digital advertising through Meditative, a digital advertising and marketing solutions provider
which offers extensive display, mobile and other location-based marketing solutions to the
country’s largest national agencies and advertisers. Wall2WallMedia, a subsidiary of the
Corporation, manages activities, publications, and services related to the real estate market.
Page 47
SWOT
Strength
1. 1,000,000 plus customer base and one of Asia's Largest Online Portal for
Baby and Kids Products
2.90,000 plus products from 1,200 plus brands.
3. Collaboration with brands like Funskool, Farlin, Mattel, Pampers, Disney
etc.
4. Four rounds of fund raising from investors like Saif Partners, Valiant
Capital Partner, IDG Ventures India etc.
5. Increased sales and brand visibility by venturing into offline mode of sale
through its 100 stores in 85 cities. These are franchised stores.
6. Subscription services offered by it is a good customer retention strategy.
7. Concepts like “gift boxes” which it delivers to new mothers in
collaboration with hospitals help in customer acquisition. It has delivered 6,
00,000 plus firstcry boxes till date.
Weakness
1. It caters to niche segment which is yet to develop fully in India
2. Too much reliance on word of mouth publicity can be a drawback in a
scenario when ecommerce giants like flip kart and Amazon have aggressive
marketing campaigns.
Opportunity
1. Expansion to other countries.
2. Diversification to include home décor products. Sports products etc.
Threats
1. Competition from offline stores like Mom and Me. Mahindra Group
which owns Mom and Me has recently acquired its rival BabyOye.
2. Online competitors like Hopscotch and BabyOye getting funding from
Page 48
investors like Helion Venture Partners, Velos Capital Partners etc
Competitors
World of moms competitor firstcry.com competitor
1. just dial.com. 1. filipkart
2. sulekha . 2. JustBorn.
3. yellow page. 3.Moms & me
4. Mycity4kids, 4. BabyOye.
Page 49
Page 50
Data Analysis
Table1 Representing the percentage of respondent using internet.
options % No.
yes 100 93
no 0 0
Source: questionnaire
Chart1 Representing the percentage of respondent using internet.
Source: questionnaire
Interpretation
Now- a- days all schools and pre schools are using internet. Everyone has internet facilities and
they teach the usage of internet to their students, so according to this research 100% respondents
are using internet.
0
20
40
60
80
100
yes no
100
0
%ofrespondents
Options
Page 51
Table2 Representing the percentage of time spends on social networking site.
Option % No.
Daily 39 37
Twice 47 43
Weekly 14 13
Source: questionnaire
Chart2 Representing the percentage of time spends on social networking site.
Source: questionnaire
Interpretation
From the above table it is inferred that 39% of the respondents are very familiar with social
networking sites because they held higher posts and were well educated and the younger lot
when compared to 46.23% of the respondents who spent moderate time on social networking
site, were well educated but of middle aged group. Remaining 13.97% weren’t frequent users
due to lack of time. Many of the respondents were familiar with social networking site. They can
start off with mobile application as the penetration rate of smart phones is high in current Indian
market.
0
10
20
30
40
50
daily twice weekly
%ofrepondents
option
Series2
Series1
Page 52
Table3 Representing the percentage of awareness of classified services.
Option % No.
Yes 77 72
No 23 21
Source: questionnaire
Chart 3 Representing the percentage of awareness of classified services.
Source: questionnaire
Interpretation
The above chart representing classified service is not as popular as the other websites or
internet services. According to my research, maximum respondents are aware about the
classified services but not each and everyone. The research indicates 77% respondents
are aware and 23% are not aware with the classified services. Therefore, it should
increase its advertisement to create awareness.
0
10
20
30
40
50
60
70
80
90
yes no
%ofrespondent
option
Series1
Page 53
Table4 Representing the percentage of awareness of Internet classified services.
Option % No.
Yes 66 61
No 34 32
Source: questionnaire
Chart 4 Representing the percentage of awareness of Internet classified services.
Source: questionnaire
Interpretation
According to this analysis 65.59% of respondents are aware with the internet classified services
and remaining 34.41% respondents are not aware with the classified services. Earlier, people
didn’t believe in internet and hence not at all comfortable with internet.
0
10
20
30
40
50
60
70
yes no
%ofrespondents
option
Series1
Page 54
Table5 Representing the percentages of services are interest of respondents.
option % No.
paid 0 0
free 100% 93
Source: questionnaire
Chart5 Representing the percentages of services are interest of respondents.
Source: questionnaire
Interpretation
From the above table it is inferred that 100% of the respondents were interested in free listing
services because they felt it very attractive. None are interested on online listing because they
feel the money they were charging was more. Banners & Posters will be helpful to increase the
demand of FIRSTCRY.COM (WORLD OF MOMS.COM) and also create awareness about
the services.
0
0.2
0.4
0.6
0.8
1
1.2
paid free
%ofrespondent
option
Series1
Page 55
Table6 Representing the percentage of years of using internet classified services.
option % No.
year 5 5
more than
year
95 88
Source: questionnaire
Chart6 Representing the percentage of years of using internet classified services.
Source: questionnaire
Interpretation
In this analysis I came to know that 95% of respondents started using the internet classified
services for more than a year because they feel that today’s generation people seek information
only through online basis. And remaining 5% have started using that facility from previous year
itself. Companies try to attract more and more customers through attractive promotional offers.
0
10
20
30
40
50
60
70
80
90
100
year more than year
%ofrespondent
option
Series1
Page 56
Table7 Representing the percentage of aware about world of moms.com.
option % No.
yes 12 11
no 88 82
Source: questionnaire
Chart7 Representing the percentage of aware about world of moms.com.
Source: questionnaire
Interpretation
In this analysis I came to know that 88% of the respondents are not aware because they
were yet not aware of the website. 12 % of the respondents are aware because of free
sampling distribution in hospitals and special contest to find India’s next baby superstar
by firstcry.com. Free boxes from FIRSTCRY (WORLD OF MOMS) are really very
good and it should remain and continue.
0
10
20
30
40
50
60
70
80
90
100
yes no
%ofrespondent
option
Series1
Page 57
Table8 Representing the percentage of want to use of services for your Promotion.
Option % No.
yes 100% 93
no 2 0
Source: questionnaire
Chart 8 Representing the percentage of use want to of services for your Promotion.
Source: questionnaire
Interpretation
In this analysis I came to know that 100% of the respondents want to use the world of moms.com
because they feel that it will help them to increase their business. It’s very attractive website
compared to others. And it’s totally free of cost. The promotional strategy of world of moms.com
is effective in the form of “word of mouth”.
0
10
20
30
40
50
60
70
80
90
100
yes no
100
0
%ofrespondents
Options
%
Page 58
Table9 Representing the percentage of aware about the promotion offer.
option % No.
free listing18 17
free sampling35 33
both 22 20
none 25 23
Source: questionnaire
Chart 9 Representing the percentage of aware about the promotion offer.
Source: questionnaire
Interpretation
From 2013 onwards, world of WORLD OF MOMS.COM has been distributing the free
packets for new born babies, due to which world of moms.com tried to capture market by
creating a position of brand in the mind of customers. Presently WORLD OF MOMS.COM is
giving free listing service of all schools who have presently joined WOM and listed their whole
information in the website free of cost.
0
5
10
15
20
25
30
35
40
free listing free sampling both none
%ofrespondents
option
Series1
Page 59
Table10 Representing the percentage of like subscribe to WORLD OF MOMS.COM.
option % No.
yes 100% 93
no 0 0
Source: questionnaire
Chart 10 Representing the percentage of like subscribe to WORLD OF MOMS .COM.
Source: questionnaire
Interpretation
In this analysis I came to know that 100% of the respondents want to subscribe because it is free
and they feel that it will help them to increase their business. And in future they get more
customers.
0
20
40
60
80
100
yes no
100
0
%ofrespondents
Options
%
Page 60
table11 Representing the percentage of above promotional offer would you like to avail off.
option % No.
monthly 19 18
quarterly 37 34
yearly 44 41
Source: questionnaire
Chart11 Representing the percentage of above promotional offer would you like to avail
off.
Source: questionnaire
Interpretation
As per my survey, 44% of respondents have agreed to take yearly subscription because they
think the charges would be less in comparison with monthly and quarterly and they would get
more offers and discount, where 37% of respondents agree that they are comfortable with
quarterly because of their limited needs, as per needs they subscribed. If the company gives
discount and offers even quarterly and monthly subscription to more customers, then this can be
attractive too.
0
5
10
15
20
25
30
35
40
45
50
monthly quartely yearly
%ofrespondents
option
Series1
Page 61
Q12 Representing the percentages of rate given by respondents WORLD OF MOMS.
option % No.
v. bad 0 0
bad 0 0
good 55 51
v.good 45 42
Source: questionnaire
Chart 12.Representing the percentages of rate given by respondents WORLD OF MOMS.
Source: questionnaire
Interpretation
As per my survey 55 % of respondents agree that the service is good and 45% of
respondents say that it is very good because, world of mom target customers are women
and kids, but, on the other hand, its competitors i.e. just dial, sulekha are targeting all
market. As per my view WORLD OF MOMS.COM is niche market capturing where as
its competitors are focusing on all market.
0
10
20
30
40
50
60
v. bad bad good v.good
%ofrespondents
option
Series1
Page 62
Page 63
Findings
 The awareness level of world of moms.com in an around Hyderabad is quite low.
 The promotional strategy is world of moms.com is effective in the form of word of
mouth.
 Most of the customers are not aware of advertising campaigns that are being conducted
by FIRSTCRY (world of moms.com)
 Brand promotion has a real and visible impact in the buying behavior of the target
customers.
 FIRSTCRY (world of moms.com) is facing a tough competition from the competitor
with the same kind of services
Page 64
Recommendations
. Free boxes from FIRSTCRY (world of moms.com) are really very good and it
should remain continue.
 Banner & poster will be helpful to increase the demand of FIRSTCRY (world of
moms.com) and also create awareness about the services.
 It also should keep focusing on its competitor strategy and should come up continuously
with attractive offers.
 World of Moms should make a brand ambassador for its company in India.
 If the company gives discount and offers even quarterly and monthly subscription to
more customers, then this can be attractive too.
Page 65
Conclusion
In conclusion I would say that the brand FIRSTCRY (WORLD OF MOMS.COM) is quite
known to peoples, world of moms has built its brand promotion among a relatively large number
of peoples in Hyderabad, the customer are aware largely of the services with the help of social
media and the services still has a way to increase its advertising channels to reach the relatively
large number of people. But after listening to the services and how the company works they were
ready to join but still many of them were not they believed that world of mouth is enough.
Page 66
Annexure 1
Questionnaire
BRAND PROMOTION OF WORLDOFMOMS.Com
Name of Respondent:
___________________________________________________________________
Address (Optional)
_____________________________________________________________________________
Tel. No (Optional) _______________________________________Date of Interview:
________________________
Interviewers Name: ______________________________
Good _____________________! My name is ______________________ and I am coming from
ICBM-School of Business and Excellence, Hyderabad we are pursuing our management studies
which indulges various activities including internship as a part of our curriculum. Currently we
are conducting a research of brand promotion of world of moms.com. It would be great if you
can spare some time & share your views with us
As a part of our code of conduct, we would NOT share your views with anybody at an individual
level but will aggregate across all people we interview. Would you participate in this exercise?
1. Do you Surf Internet Regularly?
Yes, No
Hyderabad
Page 67
2. How much time would you spent on social networking site?
Daily, Twice in a week, Weekly
3. Are you aware of classified services?
Yes, No
4. Are you aware of Internet classified services?
Yes, No
5. Which type of services are you interested?
Paid, Free
6. Past how many years are you using internet classified services?
Year, more than 1 year
7. Are you aware about world of moms.com?
Yes, No
8. Do you want to use worldofmoms.com services for your Promotion?
Yes, No
9. Are you aware about the following promotion offer of world of moms.com?
Free listing service free sampling distribution
10. Would you like subscribe to world of moms .com?
Yes No
Page 68
11. Which of the above promotional offer would you like to avail off?
Monthly Quarterly yearly
12. How do you rate Word of Mom on a scale of 1 to 5 (1 is Worst and 5 is Best)?
Very bad Bad good very good
Page 69
Bibliography
 Philip kotler-Marketing management
 Christopher lovelock-services marketing
 S A chunawalla-Brand management
Sources of on line journals & write ups
 Crockett, Robert O. “Penny Pincher’s Paradise.” Business Week (Januar 22, 2001).
 Kent, Judy. “Relationship Strategies for Acquiring and Retaining Customers.”Credit
(March/April 1991).
 Papatla, Purushottam. “Choosing the Right Mix of On-line Affiliates: How Do You
Select the Best?” Journal of Advertising (Fall 2002).186 MARKETS AND STRATEGY.
 McCarthy, Jerome E. (1964). Basic Marketing. A Managerial Approach. Homewood, IL:
Irwin. p. 769. ISBN 0256025339.
 Mulhern, Frank (2009). "Integrated marketing communications: From media channels to
digital connectivity". Journal of Marketing Communications 15 (2-3): 87.
 Mulhern, Frank (2009). "Integrated marketing communications: From media channels to
digital connectivity". Journal of Marketing Communications.
 www.Google.com

More Related Content

What's hot

Dissertation report on switching behavior of consumer
Dissertation report on switching behavior of consumer Dissertation report on switching behavior of consumer
Dissertation report on switching behavior of consumer
Pinkey Rana
 
Pradeep_Chaudhari_Report
Pradeep_Chaudhari_ReportPradeep_Chaudhari_Report
Pradeep_Chaudhari_Report
Pradeep Chaudhari
 
MBA Project on Digital marketing
MBA Project on Digital marketingMBA Project on Digital marketing
MBA Project on Digital marketing
Aishwarya Upadhya.
 
"A study of digital marketing services" -summer internship project
"A study of digital marketing services" -summer internship project"A study of digital marketing services" -summer internship project
"A study of digital marketing services" -summer internship project
MarketerBoard
 
Summer Internship Project Report on Digital Marketing for INTERALLAINCE WER...
 Summer Internship Project Report on  Digital Marketing for INTERALLAINCE WER... Summer Internship Project Report on  Digital Marketing for INTERALLAINCE WER...
Summer Internship Project Report on Digital Marketing for INTERALLAINCE WER...
anonymous
 
Marketing strategies of premium products of coca cola cocacola summer interns...
Marketing strategies of premium products of coca cola cocacola summer interns...Marketing strategies of premium products of coca cola cocacola summer interns...
Marketing strategies of premium products of coca cola cocacola summer interns...
Priyansh Kesarwani
 
Nivenia Davis_Final_Thesis_Electronic Version
Nivenia Davis_Final_Thesis_Electronic VersionNivenia Davis_Final_Thesis_Electronic Version
Nivenia Davis_Final_Thesis_Electronic Version
Nivenia Davis
 
DISSERTATION
DISSERTATIONDISSERTATION
DISSERTATION
Shrey Dutt Sharma..
 
Dissertation for marketing research
Dissertation for marketing researchDissertation for marketing research
Dissertation for marketing research
Aman Mahinya
 
Marketing Plan on Launching IKEA in Bangladesh
Marketing Plan on Launching IKEA in BangladeshMarketing Plan on Launching IKEA in Bangladesh
Marketing Plan on Launching IKEA in Bangladesh
Ajbinur IsLam Pranto
 
Marketing mba project report
Marketing mba project reportMarketing mba project report
Marketing mba project report
mba project reports
 
Comparative study in between traditional and Digital marketing
Comparative study in between traditional and Digital marketingComparative study in between traditional and Digital marketing
Comparative study in between traditional and Digital marketing
Khushpreet Singh
 
Report on Summer Internship Project (Biswadeep Ghosh Hazra)
Report on Summer Internship Project (Biswadeep Ghosh Hazra)Report on Summer Internship Project (Biswadeep Ghosh Hazra)
Report on Summer Internship Project (Biswadeep Ghosh Hazra)
Biswadeep Ghosh Hazra
 
To what extent are companies using Social Media within their Digital Communit...
To what extent are companies using Social Media within their Digital Communit...To what extent are companies using Social Media within their Digital Communit...
To what extent are companies using Social Media within their Digital Communit...
Maria Jose Serres-Rouse
 
Digital marketing project for MCA Student
Digital marketing project for MCA StudentDigital marketing project for MCA Student
Digital marketing project for MCA Student
TusharArora85
 
MSc Dissertation Strategic Marketing UB14018993
MSc Dissertation Strategic Marketing UB14018993MSc Dissertation Strategic Marketing UB14018993
MSc Dissertation Strategic Marketing UB14018993
Marc van Hutten
 
Impact of Digital Marketing on eCommerce - Final Report
Impact of Digital Marketing on eCommerce - Final ReportImpact of Digital Marketing on eCommerce - Final Report
Impact of Digital Marketing on eCommerce - Final Report
Cybez
 
Marketing communication-plan-free-
Marketing communication-plan-free-Marketing communication-plan-free-
Marketing communication-plan-free-
Mr Nyak
 
Digital marketing latest project report
Digital marketing latest project reportDigital marketing latest project report
Digital marketing latest project report
Rakesh Kumar Raushan
 
Social / Digital Media - A report on new trends in industry
Social / Digital Media - A report on new trends in industrySocial / Digital Media - A report on new trends in industry
Social / Digital Media - A report on new trends in industry
Maneesh Garg
 

What's hot (20)

Dissertation report on switching behavior of consumer
Dissertation report on switching behavior of consumer Dissertation report on switching behavior of consumer
Dissertation report on switching behavior of consumer
 
Pradeep_Chaudhari_Report
Pradeep_Chaudhari_ReportPradeep_Chaudhari_Report
Pradeep_Chaudhari_Report
 
MBA Project on Digital marketing
MBA Project on Digital marketingMBA Project on Digital marketing
MBA Project on Digital marketing
 
"A study of digital marketing services" -summer internship project
"A study of digital marketing services" -summer internship project"A study of digital marketing services" -summer internship project
"A study of digital marketing services" -summer internship project
 
Summer Internship Project Report on Digital Marketing for INTERALLAINCE WER...
 Summer Internship Project Report on  Digital Marketing for INTERALLAINCE WER... Summer Internship Project Report on  Digital Marketing for INTERALLAINCE WER...
Summer Internship Project Report on Digital Marketing for INTERALLAINCE WER...
 
Marketing strategies of premium products of coca cola cocacola summer interns...
Marketing strategies of premium products of coca cola cocacola summer interns...Marketing strategies of premium products of coca cola cocacola summer interns...
Marketing strategies of premium products of coca cola cocacola summer interns...
 
Nivenia Davis_Final_Thesis_Electronic Version
Nivenia Davis_Final_Thesis_Electronic VersionNivenia Davis_Final_Thesis_Electronic Version
Nivenia Davis_Final_Thesis_Electronic Version
 
DISSERTATION
DISSERTATIONDISSERTATION
DISSERTATION
 
Dissertation for marketing research
Dissertation for marketing researchDissertation for marketing research
Dissertation for marketing research
 
Marketing Plan on Launching IKEA in Bangladesh
Marketing Plan on Launching IKEA in BangladeshMarketing Plan on Launching IKEA in Bangladesh
Marketing Plan on Launching IKEA in Bangladesh
 
Marketing mba project report
Marketing mba project reportMarketing mba project report
Marketing mba project report
 
Comparative study in between traditional and Digital marketing
Comparative study in between traditional and Digital marketingComparative study in between traditional and Digital marketing
Comparative study in between traditional and Digital marketing
 
Report on Summer Internship Project (Biswadeep Ghosh Hazra)
Report on Summer Internship Project (Biswadeep Ghosh Hazra)Report on Summer Internship Project (Biswadeep Ghosh Hazra)
Report on Summer Internship Project (Biswadeep Ghosh Hazra)
 
To what extent are companies using Social Media within their Digital Communit...
To what extent are companies using Social Media within their Digital Communit...To what extent are companies using Social Media within their Digital Communit...
To what extent are companies using Social Media within their Digital Communit...
 
Digital marketing project for MCA Student
Digital marketing project for MCA StudentDigital marketing project for MCA Student
Digital marketing project for MCA Student
 
MSc Dissertation Strategic Marketing UB14018993
MSc Dissertation Strategic Marketing UB14018993MSc Dissertation Strategic Marketing UB14018993
MSc Dissertation Strategic Marketing UB14018993
 
Impact of Digital Marketing on eCommerce - Final Report
Impact of Digital Marketing on eCommerce - Final ReportImpact of Digital Marketing on eCommerce - Final Report
Impact of Digital Marketing on eCommerce - Final Report
 
Marketing communication-plan-free-
Marketing communication-plan-free-Marketing communication-plan-free-
Marketing communication-plan-free-
 
Digital marketing latest project report
Digital marketing latest project reportDigital marketing latest project report
Digital marketing latest project report
 
Social / Digital Media - A report on new trends in industry
Social / Digital Media - A report on new trends in industrySocial / Digital Media - A report on new trends in industry
Social / Digital Media - A report on new trends in industry
 

Similar to Brand promotion of world of moms.com

A project report on a study on the impact of marketing startegies on the buyi...
A project report on a study on the impact of marketing startegies on the buyi...A project report on a study on the impact of marketing startegies on the buyi...
A project report on a study on the impact of marketing startegies on the buyi...
NikhilMhatre32
 
How Social Media influence in purchasing decision of Buyer
How Social Media influence in purchasing decision of BuyerHow Social Media influence in purchasing decision of Buyer
How Social Media influence in purchasing decision of Buyer
Nirav Mevcha
 
SANJAY
SANJAYSANJAY
SANJAY
AUSTRALIYA
 
A study to market research and business development ppt
A study to market research and business development pptA study to market research and business development ppt
A study to market research and business development ppt
RevantikarajeSitole
 
“A STUDY OF CUSTOMER AWARENESS AND PREFERRING WITH SPECIAL REFERENCE TOABS WH...
“A STUDY OF CUSTOMER AWARENESS AND PREFERRING WITH SPECIAL REFERENCE TOABS WH...“A STUDY OF CUSTOMER AWARENESS AND PREFERRING WITH SPECIAL REFERENCE TOABS WH...
“A STUDY OF CUSTOMER AWARENESS AND PREFERRING WITH SPECIAL REFERENCE TOABS WH...
GANESH AWATADE
 
GPS STPR PPT.pptx
GPS STPR PPT.pptxGPS STPR PPT.pptx
GPS STPR PPT.pptx
Ashishmishra500698
 
A study on marketing promotion of JK tyre pvt industry
A study on marketing promotion of JK tyre pvt industryA study on marketing promotion of JK tyre pvt industry
A study on marketing promotion of JK tyre pvt industry
Biswajit Borah
 
Gratification of new media in marketing a product
Gratification of new media in marketing a productGratification of new media in marketing a product
Gratification of new media in marketing a product
saurav kishor
 
Srp
SrpSrp
Srp
SrpSrp
Social media activities on brand equity of Mamaearth.ppt
Social media activities on brand equity of Mamaearth.pptSocial media activities on brand equity of Mamaearth.ppt
Social media activities on brand equity of Mamaearth.ppt
SaiTalole
 
Project report on- "A study of digital marketing services"
Project report on- "A study of digital marketing services" Project report on- "A study of digital marketing services"
Project report on- "A study of digital marketing services"
MarketerBoard
 
RESEARCH METHODOLOGY ON APPLE & SAMSUNG
RESEARCH METHODOLOGY ON APPLE & SAMSUNGRESEARCH METHODOLOGY ON APPLE & SAMSUNG
RESEARCH METHODOLOGY ON APPLE & SAMSUNG
Jiten Menghani
 
Aditya Raj ntcc Research paper - for merge.docx
Aditya Raj ntcc Research paper - for merge.docxAditya Raj ntcc Research paper - for merge.docx
Aditya Raj ntcc Research paper - for merge.docx
Aditya Raj
 
Apurv Joshi MRP
Apurv Joshi MRPApurv Joshi MRP
Apurv Joshi MRP
Apurv Joshi
 
gads.pdf
gads.pdfgads.pdf
Week2 chapters1 3
Week2 chapters1 3Week2 chapters1 3
Week2 chapters1 3
Michael Germano
 
Dissertation jaro education
Dissertation jaro educationDissertation jaro education
Dissertation jaro education
uttu007
 
RETAILERS FEEDBACK FOR BRANDED MANGO JUICE
RETAILERS FEEDBACK FOR BRANDED MANGO JUICE RETAILERS FEEDBACK FOR BRANDED MANGO JUICE
RETAILERS FEEDBACK FOR BRANDED MANGO JUICE
Deepsikha Nandi
 
Project kara
Project karaProject kara
Project kara
Abhishek Mishra
 

Similar to Brand promotion of world of moms.com (20)

A project report on a study on the impact of marketing startegies on the buyi...
A project report on a study on the impact of marketing startegies on the buyi...A project report on a study on the impact of marketing startegies on the buyi...
A project report on a study on the impact of marketing startegies on the buyi...
 
How Social Media influence in purchasing decision of Buyer
How Social Media influence in purchasing decision of BuyerHow Social Media influence in purchasing decision of Buyer
How Social Media influence in purchasing decision of Buyer
 
SANJAY
SANJAYSANJAY
SANJAY
 
A study to market research and business development ppt
A study to market research and business development pptA study to market research and business development ppt
A study to market research and business development ppt
 
“A STUDY OF CUSTOMER AWARENESS AND PREFERRING WITH SPECIAL REFERENCE TOABS WH...
“A STUDY OF CUSTOMER AWARENESS AND PREFERRING WITH SPECIAL REFERENCE TOABS WH...“A STUDY OF CUSTOMER AWARENESS AND PREFERRING WITH SPECIAL REFERENCE TOABS WH...
“A STUDY OF CUSTOMER AWARENESS AND PREFERRING WITH SPECIAL REFERENCE TOABS WH...
 
GPS STPR PPT.pptx
GPS STPR PPT.pptxGPS STPR PPT.pptx
GPS STPR PPT.pptx
 
A study on marketing promotion of JK tyre pvt industry
A study on marketing promotion of JK tyre pvt industryA study on marketing promotion of JK tyre pvt industry
A study on marketing promotion of JK tyre pvt industry
 
Gratification of new media in marketing a product
Gratification of new media in marketing a productGratification of new media in marketing a product
Gratification of new media in marketing a product
 
Srp
SrpSrp
Srp
 
Srp
SrpSrp
Srp
 
Social media activities on brand equity of Mamaearth.ppt
Social media activities on brand equity of Mamaearth.pptSocial media activities on brand equity of Mamaearth.ppt
Social media activities on brand equity of Mamaearth.ppt
 
Project report on- "A study of digital marketing services"
Project report on- "A study of digital marketing services" Project report on- "A study of digital marketing services"
Project report on- "A study of digital marketing services"
 
RESEARCH METHODOLOGY ON APPLE & SAMSUNG
RESEARCH METHODOLOGY ON APPLE & SAMSUNGRESEARCH METHODOLOGY ON APPLE & SAMSUNG
RESEARCH METHODOLOGY ON APPLE & SAMSUNG
 
Aditya Raj ntcc Research paper - for merge.docx
Aditya Raj ntcc Research paper - for merge.docxAditya Raj ntcc Research paper - for merge.docx
Aditya Raj ntcc Research paper - for merge.docx
 
Apurv Joshi MRP
Apurv Joshi MRPApurv Joshi MRP
Apurv Joshi MRP
 
gads.pdf
gads.pdfgads.pdf
gads.pdf
 
Week2 chapters1 3
Week2 chapters1 3Week2 chapters1 3
Week2 chapters1 3
 
Dissertation jaro education
Dissertation jaro educationDissertation jaro education
Dissertation jaro education
 
RETAILERS FEEDBACK FOR BRANDED MANGO JUICE
RETAILERS FEEDBACK FOR BRANDED MANGO JUICE RETAILERS FEEDBACK FOR BRANDED MANGO JUICE
RETAILERS FEEDBACK FOR BRANDED MANGO JUICE
 
Project kara
Project karaProject kara
Project kara
 

Recently uploaded

AI Transformation Playbook: Thinking AI-First for Your Business
AI Transformation Playbook: Thinking AI-First for Your BusinessAI Transformation Playbook: Thinking AI-First for Your Business
AI Transformation Playbook: Thinking AI-First for Your Business
Arijit Dutta
 
GKohler - Retail Scavenger Hunt Presentation
GKohler - Retail Scavenger Hunt PresentationGKohler - Retail Scavenger Hunt Presentation
GKohler - Retail Scavenger Hunt Presentation
GraceKohler1
 
Efficient PHP Development Solutions for Dynamic Web Applications
Efficient PHP Development Solutions for Dynamic Web ApplicationsEfficient PHP Development Solutions for Dynamic Web Applications
Efficient PHP Development Solutions for Dynamic Web Applications
Harwinder Singh
 
Profiles of Iconic Fashion Personalities.pdf
Profiles of Iconic Fashion Personalities.pdfProfiles of Iconic Fashion Personalities.pdf
Profiles of Iconic Fashion Personalities.pdf
TTop Threads
 
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
❼❷⓿❺❻❷❽❷❼❽ Dpboss Kalyan Satta Matka Guessing Matka Result Main Bazar chart
 
欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】
欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】
欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】
concepsionchomo153
 
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...
Niswey
 
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Indian Matka
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Indian MatkaDpboss Matka Guessing Satta Matta Matka Kalyan Chart Indian Matka
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Indian Matka
➒➌➎➏➑➐➋➑➐➐Dpboss Matka Guessing Satta Matka Kalyan Chart Indian Matka
 
IMG_20240615_091110.pdf dpboss guessing
IMG_20240615_091110.pdf dpboss  guessingIMG_20240615_091110.pdf dpboss  guessing
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
Presentation by Herman Kienhuis (Curiosity VC) on Investing in AI for ABS Alu...
Presentation by Herman Kienhuis (Curiosity VC) on Investing in AI for ABS Alu...Presentation by Herman Kienhuis (Curiosity VC) on Investing in AI for ABS Alu...
Presentation by Herman Kienhuis (Curiosity VC) on Investing in AI for ABS Alu...
Herman Kienhuis
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
CULR Spring 2024 Journal.pdf testing for duke
CULR Spring 2024 Journal.pdf testing for dukeCULR Spring 2024 Journal.pdf testing for duke
CULR Spring 2024 Journal.pdf testing for duke
ZevinAttisha
 
2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf
2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf
2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf
Cambridge Product Management Network
 
Lukas Rycek - GreenChemForCE - project structure.pptx
Lukas Rycek - GreenChemForCE - project structure.pptxLukas Rycek - GreenChemForCE - project structure.pptx
Lukas Rycek - GreenChemForCE - project structure.pptx
pavelborek
 
PM Surya Ghar Muft Bijli Yojana: Online Application, Eligibility, Subsidies &...
PM Surya Ghar Muft Bijli Yojana: Online Application, Eligibility, Subsidies &...PM Surya Ghar Muft Bijli Yojana: Online Application, Eligibility, Subsidies &...
PM Surya Ghar Muft Bijli Yojana: Online Application, Eligibility, Subsidies &...
Ksquare Energy Pvt. Ltd.
 
Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...
Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...
Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...
IPLTech Electric
 
Pitch Deck Teardown: Kinnect's $250k Angel deck
Pitch Deck Teardown: Kinnect's $250k Angel deckPitch Deck Teardown: Kinnect's $250k Angel deck
Pitch Deck Teardown: Kinnect's $250k Angel deck
HajeJanKamps
 
list of states and organizations .pdf
list of  states  and  organizations .pdflist of  states  and  organizations .pdf
list of states and organizations .pdf
Rbc Rbcua
 
The Steadfast and Reliable Bull: Taurus Zodiac Sign
The Steadfast and Reliable Bull: Taurus Zodiac SignThe Steadfast and Reliable Bull: Taurus Zodiac Sign
The Steadfast and Reliable Bull: Taurus Zodiac Sign
my Pandit
 

Recently uploaded (20)

AI Transformation Playbook: Thinking AI-First for Your Business
AI Transformation Playbook: Thinking AI-First for Your BusinessAI Transformation Playbook: Thinking AI-First for Your Business
AI Transformation Playbook: Thinking AI-First for Your Business
 
GKohler - Retail Scavenger Hunt Presentation
GKohler - Retail Scavenger Hunt PresentationGKohler - Retail Scavenger Hunt Presentation
GKohler - Retail Scavenger Hunt Presentation
 
Efficient PHP Development Solutions for Dynamic Web Applications
Efficient PHP Development Solutions for Dynamic Web ApplicationsEfficient PHP Development Solutions for Dynamic Web Applications
Efficient PHP Development Solutions for Dynamic Web Applications
 
Profiles of Iconic Fashion Personalities.pdf
Profiles of Iconic Fashion Personalities.pdfProfiles of Iconic Fashion Personalities.pdf
Profiles of Iconic Fashion Personalities.pdf
 
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
❼❷⓿❺❻❷❽❷❼❽ Dpboss Matka Result Satta Matka Guessing Satta Fix jodi Kalyan Fin...
 
欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】
欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】
欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】
 
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...
 
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Indian Matka
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Indian MatkaDpboss Matka Guessing Satta Matta Matka Kalyan Chart Indian Matka
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Indian Matka
 
IMG_20240615_091110.pdf dpboss guessing
IMG_20240615_091110.pdf dpboss  guessingIMG_20240615_091110.pdf dpboss  guessing
IMG_20240615_091110.pdf dpboss guessing
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
Presentation by Herman Kienhuis (Curiosity VC) on Investing in AI for ABS Alu...
Presentation by Herman Kienhuis (Curiosity VC) on Investing in AI for ABS Alu...Presentation by Herman Kienhuis (Curiosity VC) on Investing in AI for ABS Alu...
Presentation by Herman Kienhuis (Curiosity VC) on Investing in AI for ABS Alu...
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
CULR Spring 2024 Journal.pdf testing for duke
CULR Spring 2024 Journal.pdf testing for dukeCULR Spring 2024 Journal.pdf testing for duke
CULR Spring 2024 Journal.pdf testing for duke
 
2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf
2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf
2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf
 
Lukas Rycek - GreenChemForCE - project structure.pptx
Lukas Rycek - GreenChemForCE - project structure.pptxLukas Rycek - GreenChemForCE - project structure.pptx
Lukas Rycek - GreenChemForCE - project structure.pptx
 
PM Surya Ghar Muft Bijli Yojana: Online Application, Eligibility, Subsidies &...
PM Surya Ghar Muft Bijli Yojana: Online Application, Eligibility, Subsidies &...PM Surya Ghar Muft Bijli Yojana: Online Application, Eligibility, Subsidies &...
PM Surya Ghar Muft Bijli Yojana: Online Application, Eligibility, Subsidies &...
 
Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...
Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...
Sustainable Logistics for Cost Reduction_ IPLTech Electric's Eco-Friendly Tra...
 
Pitch Deck Teardown: Kinnect's $250k Angel deck
Pitch Deck Teardown: Kinnect's $250k Angel deckPitch Deck Teardown: Kinnect's $250k Angel deck
Pitch Deck Teardown: Kinnect's $250k Angel deck
 
list of states and organizations .pdf
list of  states  and  organizations .pdflist of  states  and  organizations .pdf
list of states and organizations .pdf
 
The Steadfast and Reliable Bull: Taurus Zodiac Sign
The Steadfast and Reliable Bull: Taurus Zodiac SignThe Steadfast and Reliable Bull: Taurus Zodiac Sign
The Steadfast and Reliable Bull: Taurus Zodiac Sign
 

Brand promotion of world of moms.com

  • 1. Page 1 A project report on BRAND PROMOTION OF WORLD OF MOMS.COM SUBMITTED IN PARTIAL FULLFILMENT FOR THE AWARD OF POST GRADUATION DIPLOMA IN MANAGEMENT UNDER GUIDANCE OF Prof J.KAVITA (Associate dean academics) BY ARUN PATEL (14069) (2014-2016) INSTITUTE OF COMPUTERS AND BUSINESS MANAGEMENT- SCHOOL OF BUSINESS EXCELLENCE HYDERABAD-500048
  • 2. Page 2 BONAFIDE CERTIFICATE Certified that this project report BRAND PROMOTION OF WORLD OF MOMS.COM” is the bonafide work of “ARUN PATEL” who has carried out the project work under my supervision. SIGNATURE SIGNATURE
  • 3. Page 3 Acknowledgement Its great pleasure in presenting this report on the topic “STUDY ON BRAND PROMOTION OF WORLD OF MOMS.COM WITH SPECIFIC TO HYDERABAD as a partial fulfillment of PGDM course under ICBM-SBE. Learning never ends and no one teaches more than what practical experiences teach us. Working with FIRSTCRY.COM has been a great practical experience for me as I have learned many issues related to CLASSIFIED SERVICES and I could apply my theoretical knowledge in the practical field of work. My deep sense of gratitude and sincere thanks to Dr.S.Zarar&Dr.RituZarar, Principal and Director- INSTITUTE OF COMPUTERS AND BUSINESS MANAGEMENT, who helped me in successful completion of the project . And my special thanks to Prof.J.KAVITA who helped me all the way for my success in future. I am extremely thankful to Mr.MUKUL MISHRA, ACCOUNT MANGER HEAD (HYD), FIRSTCRY.COM who had been my company guide and gave me proper guidance starting from the beginning of the project. My sincere thanks to project guide Prof. J.KAVITA for helping and guiding me in bringing out this report in a presentable fashion.
  • 4. Page 4 ABSTRACT worldofmoms.com is one of the best free listing program which can give information to the customer at all levels it is an initiative from the house of firstcry.com, Asia’s Largest Online Store for Baby and Kids. It is an online social platform for moms to connect, share and help each other through the journey that is motherhood. www.worldofmoms.com is a space where moms can build and grow a community .We aim to become India’s most loved mommy community, helping moms to find peer moms to resolve their queries, make parenting fun, grow their businesses, and create a one stop shop for all their needs. This study is descriptive study and the sampling technique here used is random sampling. The sample size is 93 selected from the population of HYDERABAD. The data is collected with the help of structured questionnaire, which includes multiple choice questions. The next step in the research process is analysis and interpretation of the data collected from the respondents. This analysis and interpretation is done with the help of graphs and Tabulation, They are prepared with the help of MS Excel software With the help of Analysis and interpretation the findings are drawn which includes whether consumers are aware of classified services do online advertisement effect their purchase behavior. With the critical Analysis and Interpretation the Suggestions are drawn on how to improve Online Advertisement in order to attract much of the viewership and to increase the purchasing efficiency and also to improve the methods of classified services. Finally a conclusion, where the briefing and the topic aspects is been given with few suggestions, finally concludes the Project Report.
  • 5. Page 5 DECLARATION I signed hereby declare that to my knowledge and belief that the project work titled - “PROJECT REPORT ON BRAND PROMOTION OF WORLD OF MOMS.COM” presented solely by me and the study was conducted in the Hyderabad, A.P. The work done and empirical findings in this report are based on the data collected and have not been submitted to any other University or Board for the award of any other degree or diploma. Date- ARUN PATEL Place-Hyderabad (Student Signature)
  • 6. Page 6 Table of Contents Chapter Title of the chapter Page Number 1 Introduction Objectives of the study Scope of the study ResearchMethodology Limitations 8-15 2 Review of literature 16-23 3 Industry profile Company profile 24-48 4 Data Analysis and interpretation 49-61 5 Findings Suggestions Conclusions 62-64 Annexure 1 Questionnaire 65-68 sources Bibliography 69
  • 7. Page 7 List of Figures Chart Number Title of the Chart Page Number 1. Representing the percentage of respondent using internet. 50 2. Representing the percentage of time spends on social networking site. 51 3. Representing the percentage of awareness of classified services. 52 4. Representing the percentage of awareness of Internet classified services. 53 5. Representing the percentages of services are interest of respondents. 54 6. Representing the percentage of years of using internet classified services. 55 7. Representing the percentage of aware about world of moms.com. 56 8. Representing the percentage of use want to of services for your Promotion. 57 9. Representing the percentage of aware about the promotion offer. 58 10. Representing the percentage of like subscribe to WORLD OF MOMS.COM. 59 11. Representing the percentage of above promotional offer would you like to avail off. 60 12. Representing the percentages of rate given by respondents WORLD OF MOMS. 61
  • 9. Page 9 Introduction The project is undertaken to measure the brand promotion of WORLD OF MOMS.COM in around HYDERABAD, measuring the brand promotion of a particular company’s brand is of vital importance since it indicates the number of people who are aware as well as what values they add to the particular brand in a given period of time and it also highlights the effectiveness of the different advertising or promotional tools used for the purpose. Promotion is the key metrics that any company would use to increase their brand strength. Promotion in simple terms - how to promote brand? Usually, awareness is measured through surveys that ask participants a series of questions like “What brand comes to your mind if you want to join the company? In general, companies measure unaided awareness- what % of survey participants mentioned the brand without any kind of hint. It is the consumers’ ability to recognize or recall (indentify) the brand within a given product category in sufficient detail to make a purchase decision. It also means that the consumer can purpose, recommend, choose or use the brand. The objectives of the most advertising campaign are to create and maintain brand preference. The first step is to make potential consumers aware of a brand’s existence. World of moms.com has a unique track record of innovative research, product development and services. It is an important benchmark for the classified industry in respect of its production, marketing and personnel management processes. World of moms.com is proud of its many innovations over the years and realizes that innovativeness is an essential characteristic of leadership. In this project, I went into a search for details regarding the brand promotion of world of moms.com.The analysis was done with the help of the data collected through questionnaire taking the sample size of 93 in Hyderabad. I have tried to throw a clear light towards the level of brand promotion of world of world of moms.com.
  • 10. Page 10 Objectives of the study • To study the awareness level of the prospect customer. • To study which promotional tool is effective to increase the awareness level among the people. • To see whether brand promotion influences the buying behaviour or not. • To know how to maintain and improve brand awareness and to build brand loyalty.
  • 11. Page 11 SCOPE OF THE STUDY  To find how far people are aware and attracted towards the brand name of particular product and services.  The preference level of the customers in different ways towards the branded products and services can be studied through this project.
  • 12. Page 12 ResearchMethodology Methodology is defined as the study of method by which we gain knowledge it deals with the cognitive then processes imposed on search the problem arising from the nature of its subjects matters. Data becomes information only when a proper methodology is adopted. Thus we can say methodology is a tool which processes the data to reliable Information. Research design A research designed is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose. It is the blue print of the collection, measurement and analysis of data. It can also be said as a purely and simply the framework or plan for the study that guides the collection and analysis of data. We have adopted descriptive research design for the project. Descriptive Research Design The research designed used here is the descriptive research designs which are concerned with describing the characteristic of a popular individual of a group. The data collected here may relative to the demographic or the behavioral variables of the respondent study. 1. Research: Qualitative and quantitative 2. Data: Primary data: survey by structured questioners Secondary data: Through Published websites 3. ResearchApproach: Survey method 4. ResearchInstrument: Questionnaire 5. Type of Questionnaire: Structured 6. Type of Questions: Close-ended and Open-ended questions
  • 13. Page 13 Sampling Research conducted by considering only a few units of population is called as sampling. Sampling size The main focus of the study is on Online advertisement this faction of study is descriptive in nature. The total sample size is 93. Sampling techniques The sampling technique adopted in the current study is random sampling. Method of data collection There are two main sources of data namely • Primary data • Secondary data Primary data Information that is obtained directly from first-hand sources by means of survey, observation or experimentation .Primary data original data from which the researcher directly collects Data that have not been previously collected. The data has been collected from school to schools Survey and opinion of the customers such primary data is generated through questionnaires. Secondarydata The secondary data contains data which have already been collected and complied by someone and the data have been passed through statistical process. Data that are not originally collected but rather obtained from published or unpublished sources is known as secondary data.
  • 14. Page 14 Questionnaire design The research has taken only used multiple choice question to collect the necessary data from the respondent Period of studies Thus project work was carried out during the period may2015-June2015.
  • 15. Page 15 LIMITATIONS OF THE STUDY 1. The sample size is limited to 93 principals hence the result of the study cannot be taken as universal. 2. Findings of the survey are based on the assumption that the respondents have given correct information. 3. Since the respondents had to fill the questionnaire while busy with their hectic schedule, many people were reluctant to answer.
  • 17. Page 17 Review of literature According to 1Crockett, Robert O. Promotion refers to raising customer awareness of a product or brand, generating sales, and creating brand loyalty. It is one of the four basic elements of the market mix, which includes the four P's: price, product, promotion, and place. Promotion is also defined as one of five pieces in the promotional mix or promotional plan. These are personal selling, advertising, sales promotion, direct marketing, and publicity. A promotional mix specifies how much attention to pay to each of the five factors, and how much money to budget for each. BRANDING According to 2McCarthy, Jerome E. A brand is a name, symbol, term, sign, design, or combination of each of these things, the purpose of which is to identify goods and services of one seller or of a group of sellers and differentiate them From competitors. A brand is also the sum of all characteristics that make a product offering unique. A company can copy a product but it cannot replicate the brand. In a sense the brand is the “personality” of the product what the product means to the customer and the set of emotions evoked when the brand is encountered or used by the customer. Brand Identity A brand’s identity is the company’s vision of the brand and the brand’s promise to consumers. It is also the outward visible identity of the corporate brand or family of brands. Brand Image The brand image is the consumer’s actual view of the brand. Companies will try to bridge the gap between brand identity and brand image. Consistency is the key element when promoting a brand or product, and a clear and consistent promotional campaign will help ensure that the brand’s image and the brand identity are very similar.
  • 18. Page 18 Brand Loyalty People who buy only a particular brand of product or service are considered by marketers to be “brand loyal.” There are various levels of brand loyalty, from extremely loyal to brand terrorist and everything in between. Advertising and Promotion According to 3Mulhern,Frank(2009)Predecessors to sales be consistent with and support the overall branding strategy; cause the company to have a more prominent place in the market communicate the company’s experience and knowledge and help to gain customers. THE PROMOTIONAL MIX The promotional mix is the use of different advertising and communication channels in a coordinated way to run an effective marketing campaign. These coordinated campaigns are part of an effective integrated marketing communications plan. The four main methods of Promotion within the mix are advertising, sales promotion, personal selling, and public relations. The most important factor in determining the optimal mix is identifying the target market. This can be determined through extensive market research. Once a company knows its target market, it can then research its use of various media outlets in order to come up with The best combination of marketing materials to reach the defined target. ADVERTISING Advertising is paid communication brought to audiences through different forms of media such as television, radio, newspapers, magazines, and billboards. A company uses advertising to inform, persuade, or remind its target market of its products or services. Comparative advertising is used to differentiate a company’s products in the marketplace from other similar products.
  • 19. Page 19 Advertising Mediums According to 4Papatla, Purushottam. There are advantages and disadvantages to each media type, and when selecting the advertising mediums to use, companies must understand who their target audience is and which the most effective method for reaching them is. Marketers must be able to divide their budgets among the various media resources in order to stretch them the farthest to reach the most customers. Television. Television advertising is the leading medium for reaching Indian audiences. Although a very expensive form of advertising. Print Ads. Advertising in newspapers and magazines is another way of reaching customers with a company’s message. Print ads are effective because of their visual quality and can be run in many different types of publications. Radio. Although lacking the visual appeal, radio can be an effective medium for reaching target consumers. Internet. The Internet has become an important electronic medium and its interactive quality is unique. It permits immediacy of purchase and a high level of convenience. DirectMail. Mailing advertisements or promotions directly to people’s homes is another commonly used method of reaching co
  • 20. Page 20 Outdoor and out of home. The majority of outdoor advertising is spent on billboards. Billboards are a popular way of reaching commuters and consumers in a single geographic location. Other forms of outdoor advertising (known as “out of home”) include sports stadium ads, bus shelter posters or signage on buses and taxis. Advertising Trends A very popular way of getting a message across is using celebrity endorsements. Advertising companies are willing to pay for hire celebrities to represent their brands. Sponsorships. This is a well-used form of promotion and advertising that allows the company to buy into a sporting event or activity. SALES PROMOTION Sales promotion consists of many activities used to sell products. They are activities that give consumers a short-term incentive to make a purchase. Sales promotions are also activities that change the price and value relationship of a product as perceived by the target audience with the possible effect of generating immediate sales. It is possible that a sales promotion can also alter the long-term value of the brand by making what might be a premium product more affordable. Sales promotions are generally time-bound programs that require participation on the part of the consumer through either immediate purchase or some other action. The fundamental goals of sales promotion are tactical, strategic, and ultimate. The tactical goals are to combat a competitor’s increase in market share, to combat other competitors’ promotional efforts, and to move brands that are either declining, overstocked, damaged, or not selling fast enough. The strategic goals are to motivate consumers to switch from a rival brand, to increase product consumption, to reinforce the marketing communications efforts for the brand, and to motivate brand loyalty. The ultimate goal of a sales promotion is to increase Sales, profits, and market share. There are different channels for sales promotions, which include consumer promotions and trade promotions.
  • 21. Page 21 Coupons. Whether we’re cutting them from newspapers and magazines or getting them in the mail, coupons are a very popular form of sales promotion. E-coupons are another popular form of sales promotion; they are extremely effective for luring in customers and are redeemed by 57 percent of the people who click on them. Sampling. Companies will often send or hand out samples of products in order to attract customers who may not have purchased their products otherwise. Sweepstakes andContests. Sweepstakes and contests are another strategy of sales promotion. Data will be collected from consumers and they will be entered to win a prize. Companies can use the information that they collect from entrants in order to develop a mailing list for future promotional campaigns. Organizations must be sure to print all the guidelines for their sweepstakes or contests in order to avoid legal entanglements. Point-of-Purchase Displays. Point-of-purchase (POP) promotional materials are displays that are set up in stores in order to prominently display products. Trade Promotions Trade promotions are geared toward marketing intermediaries as opposed to consumers. PERSONALSELLING Personal selling uses a personal sales presentation to influence customers to buy a product. Personal selling tactics are most often used when there are a few geographically concentrated customers the product is highly technical in nature the product is very expensive or when the product moves through direct distribution channels.
  • 22. Page 22 RelationshipStrategies According to 5Kent, Judy. Developing an effective relationship strategy can be the key to forming long-term relationships with customers and in turn creating loyalty. Good customer service and treating customers fairly become the critical first step for ensuring a healthy relationship. Loyalty Programs Many companies develop loyalty or frequency-marketing programs in order to further engage the consumers with their products and increase customer loyalty. These programs are very effective for targeting the company’s most valuable customers. PUBLIC RELATIONS AND PUBLICITY According to 6Berger, John. Publicity is the movement of information with the effect of increasing public awareness of a subject. An organization’s public relations and publicity activities are the means to foster its relationships with its various audiences and to communicate with them. Public relations efforts are undertaken in order to form a favorable view in the public eye. Favorable publicity can enhance an organization’s image and increase demand for its products.
  • 23. Page 23 SUMMARY There are many methods used by marketers to attract customers to their brands and products. A successful integrated marketing campaign will deliver a consistent message that is brought to the target audience through different mediums of the marketing mix. Advertising and promotional messages should be consistent and repeated often in order to create a clear image in the mind of consumers. Ideally, these promotional efforts will result in influencing consumers to try new products, switch from their preferred products, or purchase more products from a company or brand. The end goal of all promotional efforts is to increase the company’s product sales and profits through gaining or stealing market share.
  • 25. Page 25 Industry Profile Indian classified Industry Indian economy is growing and the market is on an expansion mode. Businesses are looking up to advertising as a tool to cash on business opportunities. Growth in business has led to a consequent growth in the classified services industry. Indian classified industry has emerged as one of the major industries and has broadened its horizons be it the creative aspect, the capital employed or the number of personnel involved. The industry today offers a host of functions to its clients that include client servicing, media planning, media buying, creative conceptualization, pre and post campaign analysis, market research, marketing and branding. Today all the companies in India and corporate in India have products or services to sell and they are advertising them via T.V, newspapers, brochures, magazines, radio etc. But its time to take the promotions online is a effective way of advertising that uses the power of Internet and World Wide Web in order to deliver marketing messages and attract customers. Different examples of include contextual ads on search engine results pages, banner ads, advertising networks and e-mail marketing, including e-mail spam and newsletters.. Online video directories for brands are a good example of interactive advertising. These directories complement television advertising and allow the viewer to view the commercials of a number of brands. If the advertiser has opted for a response feature, the viewer may then choose to visit the brand’s website, or interact with the advertiser through other touch points such as email, chat or phone. Response to brand communication is instantaneous, and conversion to business is very high. This is because in contrast to conventional forms of interruptive advertising, the viewer has actually chosen to see the commercial
  • 26. Page 26 History of classified services As the Internet is now part and parcel of our daily life with a lot of activities being performed online, it presents a lucrative opportunity for all kinds of businesses. With innumerable visitors visiting the cyberspace to satisfy their varying requirements, online Advertising of products or services has become indispensable these days. However, during the initial days, this form of Advertising was targeted at the elite class of society only. At that time, it was a dream for many to maintain a computer system and an Internet connection. Therefore, classified services was not considered a profitable option. When the world entered the 21st century, the scenario for Internet Advertising showed an upward trend with huge investment and incredible returns on investment. The concept has gained so much momentum now a days that if a business is not undertaking any online Advertising campaign, it is regarded as a big blunder, resulting in the potential loss of revenues. The present state of affairs of this promotional medium revolves around search engine optimization, pay-per- click management, display advertising, text advertising, affiliate Advertising, ecommerce newsletters, website lead generation, and classifieds. Many experts are of the same view that both web promotional companies and online business owners currently seek more accountability. The majorities of Internet advertising companies have a desire to evaluate and find out the efficiency of their campaigns to the limit. Similarly, the clients are very keen to know precisely how effectual the campaign is and what sort of returns on the investments can be expected. As a result, the industry has witnessed the development of numerous innovative and sophisticated tools that allow companies as well as their clients to obtain meaningful and helpful information implementing different analyses. One more trend that has been observed recently is the continually mounting costs of pay-per- click (PPC) that has resulted in the increased disappointment with this form of search engine Advertising. According to experts, the reason behind such high costs is the huge investments made by large business concerns. Consequently, online business owners have now turned to the organic search results delivered through search engine optimization to enjoy so many advantages. There is currently more emphasis given to user-generated content, improved conversion rates, location- or language specific campaigns, and E-mail newsletters.
  • 27. Page 27 The future of online Advertising is going to be more interactive with elevated bandwidth and computing speed. Viewing and transmitting videos will be a cakewalk for web surfers. There is also every possibility of witnessing browser-specific results in the coming days. Social media will consolidate their dominance further. They will not only make more revenues, but will grab the attention of more and more users as well. As far as search engine optimization is concerned, the search engine algorithms and link determination factors will be complicated further, thereby giving a hard time to online Advertising companies. Websites will be a lot slimmer to enhance user browsing experience. Last but not least, video search will grow in prominence with the potentiality to dictate the terms in the world of Internet classified advertising.
  • 28. Page 28 Online advertising has to offer: 1. Scalability - Like television commercials, it doesn't cost very much to increase the reach of an online ad campaign. There is no need to print additional copies of a magazine, or to create and mail direct-mail pieces. 2. Hot demographics - The online community is more affluent, better educated, and younger and more willing to spend than the population at large. More and more people go online and the number is ever increasing. 3. Targeted messages - Unlike broadcast and print media, the Internet allows advertisers to target exactly who will see their ads, and in what context. Web publications serve every conceivable audience, from the mass- market obscure niche groups. Beyond that, the technology leads target customers by their computing platform (PCs or Macintoshes), Web browser (specific versions of Netscape Navigator or Microsoft Internet Explorer), domain type (. com, .edu, .gov, .mil, or .net) or individual domains (America Online, IBM, Prodigy). 4. Broad and flexible reach - While the Net cannot yet match television's market penetration, the size of the online audience is growing very quickly. More importantly, because you buy online ads by the impression, you can buy as much or as little of that audience as you desire. And that's true no matter how popular or specialized the site on which your ads run- as a rule, advertising costs depend on how many impressions you buy, not on the size of a site's audience. 5. Cost-effective - Partly because you pay only for exactly what you're getting, online advertising can be extremely competitive with other forms of advertising. If you buy 1,000 ad impressions, for example, you know that exactly 1,000 people will see your ad.
  • 29. Page 29 6. Detailed tracking and measurement - Compared to online advertising, traditional media advertising is like shooting in the dark. The Web allows advertisers to gather detailed information on who saw an ad, when, in what context, how many times and so on. Better still; you get this information instantly, not weeks later when it's too late to adjust your campaign. Of course, not every site currently provides this level of feedback, and not every advertiser knows what to do with it. Over a period of time, however, this is likely to become one of Web advertising's most important competitive advantages. 7. The ability to extend the transaction- Traditionally, advertising was a one-way mechanism. Apart from techniques like toll-free numbers pitched in infomercials and mail-in coupons in print publications, there was no way for customers to act on the information in the ad. On the Web, though, interested customers can click, learn more, and actually buy on the spot. There's simply nothing more powerful. 8. Good Creativity- Creative Design of Home page is very important for the surfer to get hooked on to the site. Within seconds the user should get an idea about the site and where to go within it. If the opportunity is missed the user many never return.
  • 30. Page 30 In addition to all this the creators of web sites & on line advertising must take into consideration the factors like a) How fast does the site download? b) How easily navigable the site is, c) What is the domain name? d) What are the other publicity & advertising activities which building Traffic to the site? If all such parameters are considered while selecting the web sites for online classified advertising, the impact of such advertising will definitely be felt. Classified services is one medium, which helps to generate awareness about the brand being advertised, it can help in creating an image, it helps in educating the audience and also builds interactivity & direct response. No other traditional medium has the ability to give all of this.
  • 31. Page 31 Company Profile History TYPE -------------------- ONLINESERVICE PROVIDER FOUNDED ---------------- IN THE YEAR 2007 HEADQUARTER---------PUNE, INDIA KEY PEOPLE-------------SUPAM MAHESWARI INDUSTRY-----------------BABY PRODUCT & GOODLIFE REVENUE------------------ ( RS 68 CRORES ) WEBSITE ------------------FIRSTCRY.COM BrainBees Solutions was founded by Supam Maheshwari and Amitava Saha in late 2010. BrainBees Solutions Pvt. Ltd. owns the brands FirstCry.com and GoodLife.com. It’s a 550 people Company IDG Ventures India led a $14 million Series B round of investment into BrainBees Solutions Pvt Ltd. SAIF Partners, the first institutional investor in BrainBees, participated equally in the round. SAIF had invested $4 million in the company in May 2011. Firstcry.com is Asia’s Largest Online Portal for Baby Products and Toys which has now become the top e- commerce platform in India for kids’ products, baby care and maternity care items. Exhibiting over 35000+ items from 250+ top International and Indian brands like Mattel, Ben10, Pigeon,
  • 32. Page 32 Funskool, Hotwheels, Nuby, Farlin, Medela, Pampers, Disney, Barbie, Gerber, Zapak, MeeMee and so on, Firstcry.com targets to provide the best online shopping experience at the lowest price. Collaborating with 150 vendors nationally and internationally, Firstcry has a robust logistics and customer support system aimed at delivering the best brands to the customer’s doorstep at the shortest possible time. Interestingly, FirstCry.com now has the highest repeat customer base in the Indian e-commerce industry, standing at over 50%. Goodlife.com is the one stop destination for personal care and lifestyle essentials. Exhibiting over 5000+ items from 250+ top International and Indian brands like Adidas, Calvin Klein Davidoff, EVA, Gillette, Gucci, Prada Guess, Elle18, L'Oreal Paris, Lakme etc targets to provide products/brands at the lowest prices. Collaborating with 100 vendors nationally and internationally, Good life has a robust logistics and customer support system aimed at delivering the best brands to the customer’s doorstep at the shortest possible time. Goodlife.com now has 60% repeat customer. The Largest Player in Baby & Kids Ecommerce /A strong team of experts from the Industry They are divided into Three Categories: - • Baby • Kids • Moms & Maternity • Baby - Baby Diapers, Bottles and Accessories, Oils and Powders, Footwear, Soaps and Shampoos, Baby Gear. Top Brands - Pampers Huggies Baby Hug, Mamy Poko, Johnson and Johnson • Kids - Frocks, Tops and Tees, Learning and Activity Toys, Watches, PC/Console Gaming, Knowledge Books. Top Brands - Gini and Jony, Barbie, Disney Funskool, Winnie the Pooh. • Moms & Maternity - Breast Feeding, Nursing Wear, Organic and Supplements, Maternity Books, New Moms Accessories, Maternity Lingerie. Top Brands - Medela, Pigeon, AventChiccoFarlin, Uzazi.
  • 33. Page 33 Babybiz: No kids' stuff At 27 million, India has the largest number of child births a year. The market size for baby, kid and maternity products is estimated at Rs 40,000 crore annually, growing 15-20 per cent a year. Currently, about one per cent of this market is serviced by about half a dozen online companies. Typically, about 90 per cent of the products in the baby segment are imported. Gross margins for non-diaper baby and kid products stand at 25-50 per cent, while those for the diapers category are 15-20 per cent. So, companies primarily focus on driving efficiency in supply chain, in terms of product sourcing and assortment, warehousing and logistics. With estimated gross merchandise sales of about Rs 250 crore in 2013-14, Firstcry is considered the leader in its segment, competing against retail chains such as Mom & Me and a host of online players. The venture has raised about Rs 90 crore through two rounds of funding from marquee funds such as SAIF Partners and IDG Ventures. Earlier this year, the e-commerce space for baby care saw a round of consolidation, with Hoopos.com merging with BabyOye.com. Mukul Arora, vice-president, SAIF Partners India, says Firstcry competitive edge is its mix of click-and-brick model, with a focus on Tier-II and -III towns and a wide assortment of products and a right last-mile delivery model. Sales from small towns - through the website and stores - account for half the company's revenues. While its stores follow a franchisee model, each store is branded Firstcry.com. Maheshwari says the company had opened stores in small towns to help consumers overcome inhibitions about shopping online. It plans to double the number of its stores by the end of 2014. Firstcry follows an inventory-based model, shipping products across the country from four warehouses in Pune, Delhi, Bangalore and Kolkata. Maheshwari expects the company's business to turn cash-flow positive by 2014-15, with gross sales of about Rs 400 crore. At the end of 2012-13, revenue stood at about Rs 100 crore.
  • 34. Page 34 Getting the back-end right This is 39-year-old Maheshwari's second e-commerce venture. In 2000, he founded Brainvisa Technologies, an e-learning company. In 2007, he sold the company to a US-based group. Subsequently, Maheshwari and Saha kick-started BrainBees Solutions, which owns Firstcry.com and Goodlife.com, with seed capital of Rs 2.5 crore, raised from personal resources and friends. Six months after the venture came about, SAIF Partners put in $4 million of private equity capital. In February 2012, existing investors teamed up with IDG Ventures to raise another $14 million. From the beginning, Maheshwari and Saha have focused on keeping the cash-burn low. An in- house developed point-of-sale IT system helps track each sale at stores or through the portal. It is estimated this saves at least Rs 1 crore a year in subscription fees to third-party service providers. To plug cash-burn in the cash-on-delivery service, an automated email or telephone call is made to each customer who places an order online. Only after the customer confirms the order is the product dispatched. Customer engagement has been high on the agenda through extensive use of social media, discount coupons for repeat buys, assured savings through subscription services, etc. Firstcry adopted a private label strategy early, and this helped improve margins. The sister sibling portal, Goodlife.com, is part of the customer retention strategy. Currently, about 30 per cent of Good life customers are from First cry. Manik Arora, managing director, IDG Ventures India, feels replicating the strong success of Firstcry in new categories would be challenging. Maheshwari, however, says leveraging the existing logistical and technology back-end would help reduce overhead costs. "As the company scales rapidly, the challenge would be maintaining service quality, as logistics become more complex," says Epiphany Ventures' Saraf. Though Firstcry is the market leader in
  • 35. Page 35 a niche category, Saraf cautions, "This is a marathon, not a sprint, and there are many more milestones awaiting them." HYDERABAD: Baby care portal FirstCry.com is set to roll out its same-day delivery across 18 cities at no extra cost. The Valiant Capital and IDG-backed company has roped in logistics player XpressBees to launch the service in metros and tier-2 cities, with an option of next day delivery for 51 centers. "We have been working on the project for seven to nine months in order to build a supply chain and a hyper-local delivery model. We aim to tap into the baby care consumables market such as. Wipes, diapers, bath and skincare - products typically sourced from the neighborhood chemist," said Supam Maheshwari, CEO and founder of FirstCry.com. The orders will be fulfilled from warehouses and stock points of FirstCry, which works on an omni channel strategy with 100-plus physical stores. The parent company of FirstCry, Brainbees Solution, incorporated in 2010, has been simultaneously developing its logistics arm XpressBees since 2014 E-tailers building their own logistics and delivery networks for cost optimization Online baby-care retailer FirstCry is also looking to scale up its logistics arm Xpressbees for taking third-party orders while Faaso's current model focuses more on streamlining the delivery aspect of food-on-demand.
  • 36. Page 36 Firstcry.com ropes in Amitabh Bachchan as brand ambassador MUMBAI: Children-focused e-commerce Company Firstcry.com has picked actor Amitabh Bachchan as its brand ambassador and said it may raise funds again next year. Chief executive and founder Supan Maheshwari did not disclose how much the company intends to raise in the fifth round of funding. The baby and childcare products retailer has so far raised $36 million in Series D funding led by venture capital firm New Enterprise Associates and San Francisco based Valiant Capital. It had received $10 million in the last round earlier this year. First Cry, launched in 2010 by Maheshwari and Amitava Saha, is owned by Brainbees Solution, a products supplier for pregnant women and kids. The brand has over 120 brick and mortar stores across the country.
  • 37. Page 37 Maheshwari said the company has mandated Lowe Lintas for the advertising campaign, which will include six films featuring Bachchan. It will be released by the end of this week. The CEO did not say how much FirstCry has earmarked as annual advertising budget, but industry executives ET spoke to pegged it at close to Rs 100 crore. "An internal research showed that FirstCry was low on awareness despite the fact that repeat purchase on the website is 50 per cent higher than our closest competitor," said Anuj Jain, the company's senior vice-president. "We needed to create maximum impact with the campaign. Amitabh Bachchan brings huge credibility to the brand. He has pan-India appeal and is a doting grandfather." According to Jain, the company has made six television commercials around the theme "Bachchon ki shopping, Bachchon ki khel nahi" (kids shopping is not child's play), which will run for the next three months. The campaign will also have radio, out-of-home and tactical print legs. The new ad campaign will be handled by Lowe Lintas's Johnson & Johnson team, Maheshwari said.
  • 38. Page 38 www.worldofmoms.com is an initiative from the house of FirstCry.com, Asia’s Largest Online Store for Baby and Kids. It is an online social platform for moms to connect, share and help each other through the journey that is motherhood. www.worldofmoms.com is a space where moms can build and grow a community that’s By Moms, For Moms. We aim to become India’s most loved mommy community, helping moms to find peer moms to resolve their queries, make parenting fun, grow their businesses, and create a one stop shop for all their needs. First Cry’s customer focus has enabled it to identify and address the shopping needs of parents across India which also brings with it the expertise, experience and reach that resonates with a growing parent and mom base. This expertise and understanding of the needs of a mom is what www.worldofmoms.com aims to address – with ‘Everything for Moms, in One Place’. Most importantly, we understand that Moms need a space of their own, where they can browse, share and connect with other moms, in a closed, safe and protected environment. We take pains to ensure to the best of our ability that all our registered users are women, by allowing access only through Social Media channels, where we can run a gender check. Moreover, each mom is special and we recognize and celebrate that, through our effort to Personalize to your Stage, and Localize to your City.
  • 39. Page 39 Playschoolsare an important part for the development of the child A child is an impressionable entity. And to ensure that the impressions he is exposed to should be of best quality you need to be educated on certain factors. To nurture your loved one you need to select the best. The kid needs different avenues at different times when he is growing up, be it playschools when they are very young or hobby classes when they are a tad grown up. And this seemingly easy task of selecting an institution becomes a bit of a hassle due to number of variables involved. And it is imperative that an informed decision be made. Playschools are an important part for the development of the child, by not only making him/her ready for their entry into formal education by infusing that all the important confidence and independence. So utmost care has to be taken, as it is this decision which can help your child in his all round development and enhance his academic, imaginative, cognitive, socio-emotional progress of children in the play school. Similarly, to foster his extracurricular activities, be it singing, painting or any other activity he she excels at, you again need to find out an institution or a class which hones his skills in an effective manner. There are many good playschools in metros like Delhi and so are some good preschools in satellite townships as Noida. And if you’ve got a budding star in your kid who likes to rock it, it is crucial that he must be enrolled in a dance class which takes proper car of his passion and aspirations. But in the end it is you who as a parent needs to take the decision about what facilities will help your child in his complete growth. And one needs to look at all the conditions before one can actually settle down for a proper establishment. Having prior information as to what are these institution are about, whether it might be a playschool or a dance class. This information can be from something very basic like the address to something more specific as student teacher ratio and other facilities as toys, library, lobbies etc. So evaluate all the options on the basis of your criteria’s and after you have satisfied yourself on all the fronts, only then give a go ahead. To learn more about Playschools
  • 40. Page 40 Advantages of play schools Playschools can provide your child a structured environment where they get to choose between the right and the wrong at an early age. It is said that children learn and understand things during their early years when they are inquisitive about the things around and have an urge to learn and explore. Playschools offer such an environment where children are given freedom under appropriate supervision so that they are guided but still enjoy the liberty to do things on their own. With rules and chart to be followed by the children, there are set rules which are also given to the parents in order to make them habitual to a certain schedule where rules such as pickup and drop off times needs to be followed strictly, similarly parents need to be advised on the importance of various nutrition which needs to be added to a growing child’s diet. Play schools make sure that the teachers are trained in a way that the children adapt to the most appropriate ways to tackle the situation and learn basic manners from early age. Teachers involve various activities to make the learning more interesting for children so they understand through these activities and also realize the importance of physical involvement in any task given. Playschool design a schedule according to the needs and scope of improvement they want to bring in the lifestyle of the parents to be better parents and what all habits they need to adhere to and what all to shun. Good programs feature a wide variety of fun activities — including singing, dancing, arts and crafts, storytelling, free play, and both indoor and outdoor games and projects — designed to teach children different skills. Children may also learn some academic basics. For example: counting and the alphabet. Most importantly, preschool teachers have training in early childhood education, where they are taught and trained to understand the child’s basic needs, so they know what to expect from the child and are able to help her along accordingly.
  • 41. Page 41 Playschools also provide an opportunity for children in preschool to socialize with other kids their age. Play school is a boon to working parents where they no longer need to be dependent on the nanny and other home service to look after their child. Take part in the FirstCry TV-Star Hunt and you could see your little one on TV FirstCry is running a special contest to find India's next Baby Superstar - all you have to do is upload the best picture you have of your child onwww.worldofmoms.com it’s really, that easy! If your entry is selected by our judges, your baby may be the one to feature in the FirstCry television commercial. This Activity will be open to all registered account holders ("Participants") subject to the applicable terms and conditions of FirstCry.com, Worldofmoms.com, or otherwise. This contest is open to Indian residents only.
  • 42. Page 42 Vision -to solve parents' shopping problems related to purchases for baby and mother care products. Mission - Our mission is to provide best of the products/brands at the lowest prices with great online shopping experience, free shipping and Prompt customer service. Our benchmark is to provide our customers with a physical stores shopping experience; online, without the hassles of driving around the town locating a shop and then a place to park the vehicle. Our sourcing team works with over 150 vendors internationally, nationally to source the best products/brands for you at the most affordable price. Our product photographs can be zoomed so that you can read the details on the product cover before taking an informed decision. All items originate from our warehouse and have been sourced from authorized representatives or manufacturers. So shop with us, sit back and relax. Our logistics and customer support team works very hard to get your goods delivered at the earliest and respond to any queries that you may have. Over time, we hope to 'Change' the way, Indian parents buy, so that they can be at home to spend more quality time with their 'little ones' and family.
  • 43. Page 43 Competitors of moms of world.com Just dial’s Mission To provide fast, free, reliable and comprehensive information to our users and connect buyers to sellers. Corporate Information • The company started offering local search services in 1996 under the Just dial brand and is now the leading local search engine in India • The official website www.justdial.com was launched in 2007. • Just dial’s search service is available to users across multiple platforms, such as the internet, mobile Internet, over the telephone (voice) and text (SMS). Just dial’s search service bridges the gap between the users and businesses by helping users find relevant providers of products and services quickly, while helping businesses listed in Just dial’s database to market their offerings. Just dial has also initiated its ‘Search Plus’ Services for the users. These services are aimed at making several day-to-day tasks conveniently actionable and accessible to the users. With this step, Just dial is transitioning from being purely a provider of local search and related information to being an enabler of such transactions. Just dial intends to provide an online platform to thousands of SME’s to get them discovered and transacted.
  • 44. Page 44 Sulekha.com was founded by SatyaPrabhakar and Sangeeta K shettry, and was incorporated in India as Sulekha.com New Media Pvt. Ltd. in 2002. Sulekha has received investments from Indigo Monsoon Partners, Norwest Venture Partners (NVP) and Mitsui & Co. The directors on Sulekha’s Board are Param Parameswaran (Chairman), SatyaPrabhakar (Founder and CEO), Harish Raghavan (IMG), PromodHaque (NVP) and Yasushi Okazaki (Mitsui & Co.) Sulekha has its presence in 29 Indian cities (Delhi, Noida, Mumbai, Navi Mumbai, Bangalore, Chennai, Hyderabad, Pune, Ahmedabad, Kolkata and Coimbatore) and at least 9 North American cities (Chicago, New York, Toronto, Austin).
  • 45. Page 45 mycity4kids helps parents unearth the best their city has to offer kids in and around the neighbourhood - from children's events and fun family outings to camps and classes, cool birthday party places and a whole lot more kid-stuff. It is an online marketplace where parents can search for information related to kids services, look for recommendations and make a booking by either paying online or availing the cash pick-up service. The website currently caters to parents in Delhi NCR, Mumbai, Bangalore, Chennai, Hyderabad and Pune. With more than a million parents visiting the website in the last year and close to 50,000 service providers listed on the portal, mycity4kids is truly the destination site for parents in the city.
  • 46. Page 46 Yellow Media Limited is a leading media and marketing solutions company offering services to small and medium enterprises across Canada. The Corporation contributes to the success of these businesses by connecting them with local consumers in their communities. Through a nationwide sales force of over 1,000 media account consultants and support staff, the Corporation serves close to 300,000 local Canadian businesses providing them with single-point access to a full suite of print and digital products and services. The Corporation is also a leader in national digital advertising through Meditative, a digital advertising and marketing solutions provider which offers extensive display, mobile and other location-based marketing solutions to the country’s largest national agencies and advertisers. Wall2WallMedia, a subsidiary of the Corporation, manages activities, publications, and services related to the real estate market.
  • 47. Page 47 SWOT Strength 1. 1,000,000 plus customer base and one of Asia's Largest Online Portal for Baby and Kids Products 2.90,000 plus products from 1,200 plus brands. 3. Collaboration with brands like Funskool, Farlin, Mattel, Pampers, Disney etc. 4. Four rounds of fund raising from investors like Saif Partners, Valiant Capital Partner, IDG Ventures India etc. 5. Increased sales and brand visibility by venturing into offline mode of sale through its 100 stores in 85 cities. These are franchised stores. 6. Subscription services offered by it is a good customer retention strategy. 7. Concepts like “gift boxes” which it delivers to new mothers in collaboration with hospitals help in customer acquisition. It has delivered 6, 00,000 plus firstcry boxes till date. Weakness 1. It caters to niche segment which is yet to develop fully in India 2. Too much reliance on word of mouth publicity can be a drawback in a scenario when ecommerce giants like flip kart and Amazon have aggressive marketing campaigns. Opportunity 1. Expansion to other countries. 2. Diversification to include home décor products. Sports products etc. Threats 1. Competition from offline stores like Mom and Me. Mahindra Group which owns Mom and Me has recently acquired its rival BabyOye. 2. Online competitors like Hopscotch and BabyOye getting funding from
  • 48. Page 48 investors like Helion Venture Partners, Velos Capital Partners etc Competitors World of moms competitor firstcry.com competitor 1. just dial.com. 1. filipkart 2. sulekha . 2. JustBorn. 3. yellow page. 3.Moms & me 4. Mycity4kids, 4. BabyOye.
  • 50. Page 50 Data Analysis Table1 Representing the percentage of respondent using internet. options % No. yes 100 93 no 0 0 Source: questionnaire Chart1 Representing the percentage of respondent using internet. Source: questionnaire Interpretation Now- a- days all schools and pre schools are using internet. Everyone has internet facilities and they teach the usage of internet to their students, so according to this research 100% respondents are using internet. 0 20 40 60 80 100 yes no 100 0 %ofrespondents Options
  • 51. Page 51 Table2 Representing the percentage of time spends on social networking site. Option % No. Daily 39 37 Twice 47 43 Weekly 14 13 Source: questionnaire Chart2 Representing the percentage of time spends on social networking site. Source: questionnaire Interpretation From the above table it is inferred that 39% of the respondents are very familiar with social networking sites because they held higher posts and were well educated and the younger lot when compared to 46.23% of the respondents who spent moderate time on social networking site, were well educated but of middle aged group. Remaining 13.97% weren’t frequent users due to lack of time. Many of the respondents were familiar with social networking site. They can start off with mobile application as the penetration rate of smart phones is high in current Indian market. 0 10 20 30 40 50 daily twice weekly %ofrepondents option Series2 Series1
  • 52. Page 52 Table3 Representing the percentage of awareness of classified services. Option % No. Yes 77 72 No 23 21 Source: questionnaire Chart 3 Representing the percentage of awareness of classified services. Source: questionnaire Interpretation The above chart representing classified service is not as popular as the other websites or internet services. According to my research, maximum respondents are aware about the classified services but not each and everyone. The research indicates 77% respondents are aware and 23% are not aware with the classified services. Therefore, it should increase its advertisement to create awareness. 0 10 20 30 40 50 60 70 80 90 yes no %ofrespondent option Series1
  • 53. Page 53 Table4 Representing the percentage of awareness of Internet classified services. Option % No. Yes 66 61 No 34 32 Source: questionnaire Chart 4 Representing the percentage of awareness of Internet classified services. Source: questionnaire Interpretation According to this analysis 65.59% of respondents are aware with the internet classified services and remaining 34.41% respondents are not aware with the classified services. Earlier, people didn’t believe in internet and hence not at all comfortable with internet. 0 10 20 30 40 50 60 70 yes no %ofrespondents option Series1
  • 54. Page 54 Table5 Representing the percentages of services are interest of respondents. option % No. paid 0 0 free 100% 93 Source: questionnaire Chart5 Representing the percentages of services are interest of respondents. Source: questionnaire Interpretation From the above table it is inferred that 100% of the respondents were interested in free listing services because they felt it very attractive. None are interested on online listing because they feel the money they were charging was more. Banners & Posters will be helpful to increase the demand of FIRSTCRY.COM (WORLD OF MOMS.COM) and also create awareness about the services. 0 0.2 0.4 0.6 0.8 1 1.2 paid free %ofrespondent option Series1
  • 55. Page 55 Table6 Representing the percentage of years of using internet classified services. option % No. year 5 5 more than year 95 88 Source: questionnaire Chart6 Representing the percentage of years of using internet classified services. Source: questionnaire Interpretation In this analysis I came to know that 95% of respondents started using the internet classified services for more than a year because they feel that today’s generation people seek information only through online basis. And remaining 5% have started using that facility from previous year itself. Companies try to attract more and more customers through attractive promotional offers. 0 10 20 30 40 50 60 70 80 90 100 year more than year %ofrespondent option Series1
  • 56. Page 56 Table7 Representing the percentage of aware about world of moms.com. option % No. yes 12 11 no 88 82 Source: questionnaire Chart7 Representing the percentage of aware about world of moms.com. Source: questionnaire Interpretation In this analysis I came to know that 88% of the respondents are not aware because they were yet not aware of the website. 12 % of the respondents are aware because of free sampling distribution in hospitals and special contest to find India’s next baby superstar by firstcry.com. Free boxes from FIRSTCRY (WORLD OF MOMS) are really very good and it should remain and continue. 0 10 20 30 40 50 60 70 80 90 100 yes no %ofrespondent option Series1
  • 57. Page 57 Table8 Representing the percentage of want to use of services for your Promotion. Option % No. yes 100% 93 no 2 0 Source: questionnaire Chart 8 Representing the percentage of use want to of services for your Promotion. Source: questionnaire Interpretation In this analysis I came to know that 100% of the respondents want to use the world of moms.com because they feel that it will help them to increase their business. It’s very attractive website compared to others. And it’s totally free of cost. The promotional strategy of world of moms.com is effective in the form of “word of mouth”. 0 10 20 30 40 50 60 70 80 90 100 yes no 100 0 %ofrespondents Options %
  • 58. Page 58 Table9 Representing the percentage of aware about the promotion offer. option % No. free listing18 17 free sampling35 33 both 22 20 none 25 23 Source: questionnaire Chart 9 Representing the percentage of aware about the promotion offer. Source: questionnaire Interpretation From 2013 onwards, world of WORLD OF MOMS.COM has been distributing the free packets for new born babies, due to which world of moms.com tried to capture market by creating a position of brand in the mind of customers. Presently WORLD OF MOMS.COM is giving free listing service of all schools who have presently joined WOM and listed their whole information in the website free of cost. 0 5 10 15 20 25 30 35 40 free listing free sampling both none %ofrespondents option Series1
  • 59. Page 59 Table10 Representing the percentage of like subscribe to WORLD OF MOMS.COM. option % No. yes 100% 93 no 0 0 Source: questionnaire Chart 10 Representing the percentage of like subscribe to WORLD OF MOMS .COM. Source: questionnaire Interpretation In this analysis I came to know that 100% of the respondents want to subscribe because it is free and they feel that it will help them to increase their business. And in future they get more customers. 0 20 40 60 80 100 yes no 100 0 %ofrespondents Options %
  • 60. Page 60 table11 Representing the percentage of above promotional offer would you like to avail off. option % No. monthly 19 18 quarterly 37 34 yearly 44 41 Source: questionnaire Chart11 Representing the percentage of above promotional offer would you like to avail off. Source: questionnaire Interpretation As per my survey, 44% of respondents have agreed to take yearly subscription because they think the charges would be less in comparison with monthly and quarterly and they would get more offers and discount, where 37% of respondents agree that they are comfortable with quarterly because of their limited needs, as per needs they subscribed. If the company gives discount and offers even quarterly and monthly subscription to more customers, then this can be attractive too. 0 5 10 15 20 25 30 35 40 45 50 monthly quartely yearly %ofrespondents option Series1
  • 61. Page 61 Q12 Representing the percentages of rate given by respondents WORLD OF MOMS. option % No. v. bad 0 0 bad 0 0 good 55 51 v.good 45 42 Source: questionnaire Chart 12.Representing the percentages of rate given by respondents WORLD OF MOMS. Source: questionnaire Interpretation As per my survey 55 % of respondents agree that the service is good and 45% of respondents say that it is very good because, world of mom target customers are women and kids, but, on the other hand, its competitors i.e. just dial, sulekha are targeting all market. As per my view WORLD OF MOMS.COM is niche market capturing where as its competitors are focusing on all market. 0 10 20 30 40 50 60 v. bad bad good v.good %ofrespondents option Series1
  • 63. Page 63 Findings  The awareness level of world of moms.com in an around Hyderabad is quite low.  The promotional strategy is world of moms.com is effective in the form of word of mouth.  Most of the customers are not aware of advertising campaigns that are being conducted by FIRSTCRY (world of moms.com)  Brand promotion has a real and visible impact in the buying behavior of the target customers.  FIRSTCRY (world of moms.com) is facing a tough competition from the competitor with the same kind of services
  • 64. Page 64 Recommendations . Free boxes from FIRSTCRY (world of moms.com) are really very good and it should remain continue.  Banner & poster will be helpful to increase the demand of FIRSTCRY (world of moms.com) and also create awareness about the services.  It also should keep focusing on its competitor strategy and should come up continuously with attractive offers.  World of Moms should make a brand ambassador for its company in India.  If the company gives discount and offers even quarterly and monthly subscription to more customers, then this can be attractive too.
  • 65. Page 65 Conclusion In conclusion I would say that the brand FIRSTCRY (WORLD OF MOMS.COM) is quite known to peoples, world of moms has built its brand promotion among a relatively large number of peoples in Hyderabad, the customer are aware largely of the services with the help of social media and the services still has a way to increase its advertising channels to reach the relatively large number of people. But after listening to the services and how the company works they were ready to join but still many of them were not they believed that world of mouth is enough.
  • 66. Page 66 Annexure 1 Questionnaire BRAND PROMOTION OF WORLDOFMOMS.Com Name of Respondent: ___________________________________________________________________ Address (Optional) _____________________________________________________________________________ Tel. No (Optional) _______________________________________Date of Interview: ________________________ Interviewers Name: ______________________________ Good _____________________! My name is ______________________ and I am coming from ICBM-School of Business and Excellence, Hyderabad we are pursuing our management studies which indulges various activities including internship as a part of our curriculum. Currently we are conducting a research of brand promotion of world of moms.com. It would be great if you can spare some time & share your views with us As a part of our code of conduct, we would NOT share your views with anybody at an individual level but will aggregate across all people we interview. Would you participate in this exercise? 1. Do you Surf Internet Regularly? Yes, No Hyderabad
  • 67. Page 67 2. How much time would you spent on social networking site? Daily, Twice in a week, Weekly 3. Are you aware of classified services? Yes, No 4. Are you aware of Internet classified services? Yes, No 5. Which type of services are you interested? Paid, Free 6. Past how many years are you using internet classified services? Year, more than 1 year 7. Are you aware about world of moms.com? Yes, No 8. Do you want to use worldofmoms.com services for your Promotion? Yes, No 9. Are you aware about the following promotion offer of world of moms.com? Free listing service free sampling distribution 10. Would you like subscribe to world of moms .com? Yes No
  • 68. Page 68 11. Which of the above promotional offer would you like to avail off? Monthly Quarterly yearly 12. How do you rate Word of Mom on a scale of 1 to 5 (1 is Worst and 5 is Best)? Very bad Bad good very good
  • 69. Page 69 Bibliography  Philip kotler-Marketing management  Christopher lovelock-services marketing  S A chunawalla-Brand management Sources of on line journals & write ups  Crockett, Robert O. “Penny Pincher’s Paradise.” Business Week (Januar 22, 2001).  Kent, Judy. “Relationship Strategies for Acquiring and Retaining Customers.”Credit (March/April 1991).  Papatla, Purushottam. “Choosing the Right Mix of On-line Affiliates: How Do You Select the Best?” Journal of Advertising (Fall 2002).186 MARKETS AND STRATEGY.  McCarthy, Jerome E. (1964). Basic Marketing. A Managerial Approach. Homewood, IL: Irwin. p. 769. ISBN 0256025339.  Mulhern, Frank (2009). "Integrated marketing communications: From media channels to digital connectivity". Journal of Marketing Communications 15 (2-3): 87.  Mulhern, Frank (2009). "Integrated marketing communications: From media channels to digital connectivity". Journal of Marketing Communications.  www.Google.com