This is the presentation about a research based on the marketing opportunities of internet marketing in retail industry.

1. SUMMER INTERNSHIP
REPORT
ON
8/29/2014
“INTERNET MARKETING (MOBILE AND E-MAIL
MARKETING) OPPORTUNITIES IN RETAIL
INDUSTRY ”
BY:
SHAJRUDDIN.
1

2. PRESENTATION PLAN
 Introduction and Executive summary.
 Company Profile
 Research Methodology.
• Objective of the Study.
• Research Hypotheses.
• Research and Sample Design.
• Scope of the Study.
 Data Collection.
 Data Analysis.
 Conclusion, Suggestions and limitations.
 Bibliography.
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3. INTRODUCTION
Terms like mobile commerce and mobile marketing have
created a huge buzz. If businesses could use mobile phones to reach
consumers anytime, anywhere, it would fundamentally change how they
do business.
Mobile phones are also helping advertisers to reach consumers
in areas with frequent power. The majority of users spend up to 6 hours a
day on multiple logins across devices to the internet outages. In this time
users access the internet via their mobiles to communicate with friends
and for entertainment.
Mobile as the medium is getting its share in the media plans of
many brands. Marketers are emphasizing on mobile as an important
channel to disseminate the brand message.
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4. CONTI…
Email Marketing is also gaining huge popularity among retail
marketers with improved internet connectivity of the consumer in
today’s world. Email marketing is used in a number of ways by
organizations and marketers for brand and customer loyalty building,
acquiring or converting customers, company advertisements, or for
communicating promotional offers and more.
E-mail marketing is directly making a commercial message to
a group of people using email. In its broadest sense, every email sent to
a potential or current customer could be considered email marketing.
It usually involves using email to send ads, request business,
or solicit sales or donations, and is meant to build loyalty, trust, or
brand awareness.
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5. EXECUTIVE SUMMARY
This report was commissioned as a part of the summer
internship project for Webeveron Technologies to identify
opportunities for Mobile Marketing and Email Marketing in the retail
industry
The research was focused on exploring following information:
 Mobile Marketing Companies in Retail and their business areas,
 Marketing Platforms /Tools used by Marketing Companies in Retail,
 Mobile Platforms supported by Mobile Marketing Companies and
 E-mail Marketing Companies and General Pricing.
 Mobile and E-mail marketing opportunities in retail industry.
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6. CONTI...
The data for the research was primarily collected from the
National Retail Federation’s official site and general Internet search
using search engine such as Google, Professional networking sites,
Linked In and Myntra.com. Corporate web sites of the companies were
explored for product offerings, pricing and mobile/marketing platforms
supported.
On analysis of data collected it was noted that Android and
iOS based mobile marketing solutions were mostly offered in the retail
industry. It was also established that mobile marketing opportunities
exist in the retail industry especially in these business segments - In
store, Merchandising and Mobile Commerce. Android was identified as
the most popular mobile platforms globally followed by iOS, so it’s
recommended to offer mobile marketing solutions on these platforms.
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7. COMPANY PROFILE
Webeveron Technologies is an agile corporation that helps its
clients to deliver exceptional value in the new multi polar business
world across diverse technology, domain and cultural platforms.
Company's services range from traditional consulting engagements to
diverse financial software development and Internet marketing solution
across multiple geographical locations.
It is one of the prominent Delhi based companies which
are providing superior web designing and marketing services to
its clients. The company is engaged in the business of web
development, deigning and internet marketing since its
establishment and has gained a valuable experience in this field.
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8. SRVICES /BUSINESS SOLUTIONS PROVIDED
The company is providing the following services/ business
solutions:
 Internet Marketing- This includes following services
• Search Engine Optimization(SEO).
• Social Media Marketing (SMM).
• Pay Per Click(PPC).
• Shopping Cart Development.
 E-Commerce Web Development.
 Web Application Development.
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9. RESEARCH METHODOLOGY
Research Objectives
 To study profiles of mobile solution providers along with their
business categories, solutions and supported mobile platforms in
order to identify mobile marketing opportunities.
 To study profiles of marketing companies along with their
business categories, solutions and supported marketing
tools/platforms in order to identify Email Marketing
opportunities.
 To study profiles of Email Marketing companies from Asia
Pacific and Middle East region and recommend pricing
model/quotes for the region.
 To find out market share of Mobile Operating Systems –
Android, iOS, RIM (Blackberry OS), Symbian (Nokia) and
Windows Mobile in different regions across the globe.
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10. RESEARCH DESIGN
For the purpose of fulfilling research objectives these two research
design were adopted.
 Exploratory Research : to explore information on mobile and e-mail
marketing companies in retail industry and their offerings,
supported platforms, business solutions and business category
 Descriptive Research : for getting exact information on price
quotation on email marketing of the companies. This was identified
after initial analysis using exploratory research method.
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11. SAMPLE DESIGN
Sampling was done by using non-probability sampling techniques
listed under as
 Convenience- chosen based on ease of access.
 Snowball- based on the references.
 Judgmental- based on the appropriateness for the study. and
 Quota sampling- a quota is established and researcher is free to
choose any respondent.
Sample Size 110
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12. SCOPE OF THE STUDY
The study was carried out to identify opportunities of mobile
and email marketing in the retail sector and at the time asses the
competition for the internet or online marketing firms. This research was
done to collect the information on current players/companies in mobile
marketing & email marketing segment in the retail industry especially in
North America, Asia Pacific and Middle East region.
The study was scoped to following details:
 Company Name.
 Corporate Website URL.
 Brief Description of the Company.
 Business Segment and Solutions Offered.
 Mobile/Marketing Platform supported.
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13. DATA COLLECTION
For the research data were collected from-
• Company’s websites.
• Company’s Reports.
• Journals.
• Magazines.
Data was collect in four different modules under as:
 Module 1: Mobile marketing Solution Providers
 Module 2: Market Share of Mobile Platforms
 Module 3: Marketing Companies’marketing platforms.
 Module 4: E Mail Marketing Companies/Pricing
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14. DATA ANALYSIS
Business Categories/Solutions offered by mobile marketing companies
in the retail industry.
Total Companies: 110
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Business Categories No of Companies
Supply Chain
Management
10
Customer Relationship
Management
8
Merchandising 16
In Store 17
Point of Sale 12
Information Technology 12
Supply and Distribution 11
Safety and Security 6
Decision Support System 5
Communication 9
E-Commerce 4
9%
7%
15%
15%
11% 11%
10%
5%
5%
8%
4%
18%
16%
14%
12%
10%
8%
6%
4%
2%
0%

15. CONTI…
This is the analysis of supported mobile platforms by the companies in
the retail industry.
Total Companies: 110
8/29/2014
23% iPhone(ios)
15
Mobile Platforms No of Companie4s
iPhone/iPod(iOS) 20
Android 30
Windows 15
Black berry Mobile 20
Other Mobile Platforms 25
iPhone(ios),
20, 18%
Android, 30,
27%
Others, 25,
BBM, 20, 18%
Win, 15, 14%
Android
Win
BBM
Others

16. CONTI…
Marketing platforms used by companies in the retail industry.
Total Companies: 110
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Marketing Platforms No of Companies
SMS Marketing 10
E-Mail Marketing 18
QR Codes 5
Web Marketing 18
Point of Sale 9
Direct Marketing 13
Bluetooth Marketing 5
Digital and Media
Marketing
12
Database Marketing 5
Others 15
9%
16%
5%
16%
8%
12%
5%
11%
5%
14%
18%
16%
14%
12%
10%
8%
6%
4%
2%
0%

17. CONTI…
Global share of mobile platforms/OS used by internet marketing
companies.
11
Source: www.idc.com
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Mobile
Platform
Q2 2013
(in %)
Q2 2014 (in
%)
Android 79.6 84.7
iOS 13.0 11.7
Windows 3.4 2.5
RIM
(Blackberry)
2.8 0.5
Others 1.2 0.7
79.60%,
84.7%
13.00%,
11.7%
3.40%,
2.5%
2.80%,
0.5%
1.20%,
0.7%
Android
Ios
Windows

18. CONCLUSIONS, SUGGESTIONS AND
LIMITATIONS
CONCLUSIONS
 By analyzing the data collected, it was observed that most of the
companies are in the Business categories of–In-Store and Merchandising.
Few companies are in the categories of E-Commerce, Decision Support
System, Security and Safety. Therefore, these are the gaps where one can
be explored by new entrants.
 Android and iOS based mobile marketing solutions were mostly
preferred in the retail industry
 Android was identified as the most popular mobile platforms globally in
Q2 2014 followed by iOS,
 Most of the Marketing companies are not using Mobile Marketing. There
is an opportunity for the new entrants in this domain.
 Email and Direct Marketing is still most preferable Marketing tool in the
retail industry.
 E mail Marketing pricing offering is very competitive so most of the
companies price quotation are on the average range and very similar. The
real differentiators are the service offerings and access to Email address
list with demographic details.
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19. SUGGESTIONS
 Those companies who are not using mobile marketing they should go
for it because there is golden opportunity to enter into this segment of
marketing.
 As Android is the most preferable mobile platform, companies should
try this mobile platform for internet marketing.
 By using mobile platforms like Android, iPhone (Ios) companies will
be able to reach more and more customers as these two platforms are
among the most preferred one world wide.
 New retail companies should try e-mail and digital media marketing as
this category of internet marketing is also has preference by the internet
marketing companies.
 Pricing of e-mail services of e-mail marketing companies should be
liberal so that more and more potential customers can attracted.
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20. LIMITATIONS
 Research and analysis were based only on the secondary data
available from the internet so any error in the data gathering by the
original source may generate inaccurate results.
 Non-Probability Sampling Technique was used for data collection so
estimation of sampling errors was not possible. This leads to
exclusion bias on the results based on the fact that how
 Many companies did not provide product data on their web sites so
this may lead to an inappropriate data analysis.
 While collecting information on pricing quotations many companies
did not respond to queries so findings do not include data of these
companies.
 Research was conducted mostly from the companies participating in
NRF expo 2013(Dec) event so analysis and finding may not be
representative of the actual facts.
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21. BIBLIOGRAPHY
 Digital Retail Apps. (n.d.). Retrieved from Kiosk: www.kiosk.com
 Email Marketing. (n.d.). Retrieved from VeriFone Inc.: http://www.verifone.com
 G.Vedamani, G. (2011). Retail Management. Delhi: Jaico Publishing House.
 Home. (n.d.). Retrieved from Cross View, Inc.: http://www.crossview.com
 Marketing Solutions. (n.d.). Retrieved from Z mags Corp: http://www.zmags.com
 Mobile Advertising Vision 2020. (n.d.). Retrieved from Ogilvy One Worldwide:
http://www.ogilvy.com
 Mobile Advertising Vision 2020. (n.d.). Retrieved from Acision:
http://www.acision.com/
 Mobile in Retail. (2010). Retrieved from Global Language of Business:
http://www.gs1.org/
 Case Study: e-Marketing Outlook. (2012). Retrieved from Octane:
http://octane.in/research/
 Market share - Mobile OS. Retrieved from IDC: Analyze the Future:
http://www.idc.com/
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22. Presented By.
Shajruddin (MBA)
Aligarh Muslim University
(Malappuram Centre)
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