Chapter1:

Profile Of The Industry

And Organization

1
Chapter 1: Profile of the Industry and Organization
1.1 About the Industry:

In a world where over 170 million people use social media on a regular basis, every
working professional is expected to be familiar with at least the core tenets of Digital
Marketing.

In simple terms, Digital Marketing is the promoting of products over the internet or any
form of electronic media. According to the Digital Marketing Institute, "Digital Marketing
is the use of digital channels to promote or market products and services to targeted
consumers and businesses."

People are consuming digital content on a daily basis. Very soon, traditional marketing
platforms will disappear, and the digital market will completely take over. There are a
number of advantages to Digital Marketing. Unlike traditional marketing, digital
marketing is more affordable.

You can reach a larger audience in a shorter time-period. Technological advances have
resulted in considerable attrition of the customer-base of traditional marketing agencies
& departments. People have moved on to tablets, phones, and computers, which are the
areas where digital marketers have gained the most ground.

The term Digital Marketing was first used in the 1990s. The digital age took off with the
coming of the internet and the development of the Web 1.0 platform. The Web 1.0
platform allowed users to find the information they wanted, but did not allow them to
share this information over the web. Up until then, marketers worldwide were still unsure

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of the digital platform. They were not sure if their strategies would work since the internet
had not yet seen widespread deployment.

In 1993, the first clickable banner went live, after which Hot Wired purchased a few
banner ads for their advertising. This marked the beginning of the transition to the digital
era of marketing. Because of this gradual shift, the year 1994 saw new technologies
enter the digital marketplace. The very same year, Yahoo was launched.

1998 saw the birth of Google. Microsoft launched the MSN search engine and Yahoo
brought to the market Yahoo web search. Two years later, the internet bubble burst and
all the smaller search engines were either left behind or wiped out leaving more space
for the giants in the business. The digital marketing world saw its first step surge in
2006, when search engine traffic was reported to have grown to about 6.4 billion in a
single month. Not one to get left behind, Microsoft put MSN on the backburner, and
launched Live Search to compete with Google and Yahoo.

Sensing an opportunity, Google began to expand, introducing such products as Ad

Words, which are 3 line ads that show up at the top or to the right of search engine
results, and Ad Sense -which is a cost-per-click advertising scheme. In time, Google
realized the value of analyzing the content they received and then target ads based on
the interests of the users, and thus became a major player in the world of business.

Soon, social networking sites began to emerge. My Space was the first social
networking site to arrive, soon followed by Face book. Many companies realized all
these fresh new sites that were popping up were beginning to open new doors of
opportunities to market their products and brands. It opened fresh avenues for business,
and signalled the beginning of a new chapter to business. With new resources, they
needed new approaches to promote their brands & capitalize on the social networking
platform.

Products marketed digitally are now available to customers at all times. Statistics
collected by the Marketing tech blog for 2014 show that posting on social media is

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the top online activity in the US. The average American spends 37 minutes a day
on social media. 99% of digital marketers use Face book to market, 97% use of
twitter, 70% use Google+, 69% use pinterest and 59% use Instagram. 70% ofB2C
marketers have acquired customers through Face book. 67% of Twitter users
are far more likely to buy from brands that they follow on Twitter. 83.8% of luxury brands
have a presence on Pinterest. The top three social networking sites used by marketers
are linked in, face book and twitter.

The digital market is in a constant state of flux. A digital marketing professional

must find ways to keep up with this change. They need to be able to keep an eye out for
emerging trends and the development of newer and smarter Search Engine
Algorithms. After all, nobody can afford to get left behind in this race.

INDIAN SCENARIO:

India is the world’s 3rd largest internet population. After the proliferation of Internet,
Marketing strategy has taken an off root to reach out to the public. The tremendous
growth that digital marketing has shown cannot be match up with any other
strategy. Looking up to the current scenario in India, people here are not only aware of
Internet but are employing it for various purposes in life. Thus, there’s a booming
internet marketing industry in India. Digital Marketing spent in India to grab 21 % share
in 2016. It had already forecasted that digital advertising spending would lead in the US
by 2017. For the first time, it will chuck out the TV advertising. Former’s share will rise to
40% in all media spending. Such a scenario of Digital Marketing spending in India is not
too far. Digital Marketing has a bright future as it is a diversified area under different
verticals. It is one of the fastest growing industries because brands want to get online,
invest in it and expand their digital presence. Digital Marketing along with Social Media
Marketing are the eyes and ears of the brands. With increase in awareness among the
marketers, digital marketing industry is all set to boom.

It’s more of visually attractive content which is being shared online, that is helping
brands to get connected with the consumers through digital marketing. To succeed in

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the field of digital marketing, you will have to handle complex customer relations with
care. Apart from this, you need to initiate interactions with the customer and respond to
their queries. Unless you can respond well to their queries, in a timely manner, you will
not get success with digital marketing. Digital marketing also provides you with the
scope of evaluating big data so that you can make better business decisions within a
short span of time.

 India has seen a 20x growth in search queries in the last 5 years
 India is the 5th Largest nation in term of YouTube users
 On an average, Indian’s spend around 16 hours a week online, which completely
overshadowed Television. People start more time on internet rather than watching TV.
 The Indian Online advertising market is growing fast at the rate of 50% per year and it
was reported to cross 1000 crores in 2010.
 India has nearly 950 mobile subscribers and at least 50 million subscribers have
internet enables mobile phones.
 The number of websites in India is more than 90 million while that of Face book profiles
is more than 500 million.
 Every day over 8 million inbound and 12 billion outbound messages are sent via
whatsapp.

Besides, online retail in India is on rise as 60% percent of web users in the country visit
online retail sites. Using mobile internet and many more other factors account for a
growing digital marketing industry in India. When all other industries in India are
struggling with 10 to 12 %, digital marketing industry is booming high with 30% growth
rate.

Even after having such blowing opportunity, India still lack people who are skilled and
mastered in Digital marketing. We need talented Digital marketers who can use this
opportunity which can create a revolution. Things will get better in the current scenario
and in future too as we have the resources. All we need is to polish the talent

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1.2 About the company:
India’s first professionally managed multi brand repair and Support Services
for mobiles, smart phones and tablets. Certified Technicians, Authentic Spare
Parts and Onsite Servicing has helped establish us as a category leader in this
space. State-of-art in house repair lab, Door step pickup and delivery services
for customer’s convenience. With Omni-channel approach, enabling quality
services online, in store and at home, Yaantra is transforming the way gadgets
get fixed.
Yaantra, a company into repairing and refurbishing of smartphones, has raised
$3.1 million (about ₹20 crore) in its fourth round of funding from existing investors
— private equity fund Carpediem Capital and family office Duane Park With the
latest round of funding, the company, which was founded in 2013 by
entrepreneurs Jayant Jha, Ankit Saraf and Anmol Gupta, has till date raised a
total of $10 million. “The majority of the capital will be deployed to enhance our e-
commerce platform and improve its technical capabilities as we intend to bring in
more Yaantra-certified retailers on to it. Further, a part of the funds will also be
used to expand our geographical presence,” Chief Executive Officer Jha
told Business Line. The company intends to double the number of retailers on its
platform to 30,000 by the end of this financial year, and expand to 25 cities by the
end of next fiscal. “We will start our foray into tier II and III cities post Diwali,” he
added. In September 2016, the company had raised about $6 million in Series A
funding from Carpediem Capital and Duane Park. Prior to that, it had raised
about $200,000 from the Indian Angel Network, which exited the firm two years
later. Yaantra sells refurbished multi-brand smartphones with warranty across the
country and provides on-demand multi-brand smartphone repair services across
New Delhi, Bengaluru, Mumbai, Chennai, Pune, Hyderabad and Ahmedabad.
The company, which employs more than 700 people, has a capacity to repair
and refurbish over 1 lakh smartphones per month, it said.

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1.3 Yaantra services:

Repair

Refurb Resale

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 1.4 Vision, Mission and Objective:

Vision:
Making technology affordable for all . Since our inception, we have been working
consistently around this idea of making technology affordable and accessible for
all. A smartphones can empower you to be in sync with the digital world, and
YAANTRA is a platform that backs you.

Mission:
Our customer centric approach makes us stand apart from the league. We
believe in nurturing our association with every client through a customized
methodology and best in class services.

Objectives:
we have a team of tech-savy professionals who always go a mile extra to offer
you the best. Our products go through multiple quality checks under the critical
supervision of certified tech experts, before they reach you.

1.5 SWOT Analysis:

Strengths:
• Satisfying the need of the clients

• Meeting up the client requirement in time

• Efficient team work environment

• Expertise and experienced workforce

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Weakness:
• Market share is limited due to many competitors

• Geographic penetration is also limited

Opportunities:
• Adapting new strategies for market research brings in more revenues

• Decentralized decision making is helpful as local marketing needs vary from one
region to another

• Entering in global market to attract global clients

Threats:
 Cut-throat competition offered by other players in the industry
 Challenging stiff competition from its competitors from domestic level.
 Changes in the taste and preferences of clients.

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 Chapter 2 :
Introduction to study

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 Chapter 2 : Introduction to study
A research process consists of stages or steps that guide the project from its conception
through the final analysis, recommendations and ultimate actions. The research process
provides a systematic, planned approach to the research project and ensures that all
aspects of the research project are consistent with each other.

Research studies evolve through a series of steps, each representing the answer to a
key question.

2.1 INTRODUCTION

This chapter aims to understand the research methodology establishing a framework of

evaluation and revaluation of primary and secondary research. The techniques and
concepts used during primary research in order to arrive at findings; which are also
dealt with and lead to a logical deduction towards the analysis and results.

2.2 RESEARCH DESIGN

I propose to first conduct a intensive secondary research to understand the full impact
and implication of the industry, to review and critique the industry norms and reports, on
which certain issues shall be selected, which I feel remain unanswered or liable to
change, this shall be further taken up in the next stage of exploratory research. This
stage shall help me to restrict and select only the important question and issue, which
inhabit growth and segmentation in the industry.

The various tasks that I have undertaken in the research design process are :

 Defining the information need

 Design the exploratory, descriptive and causal research.

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2.4 RESEARCH PROCESS

The research process has four distinct yet interrelated steps for research analysis

It has a logical and hierarchical ordering:

 Determination of information research problem.

 Development of appropriate research design.
 Execution of research design.
 Communication of results.
Each step is viewed as a separate process that includes a combination of task , step
and specific procedure. The steps undertake are logical, objective, systematic, reliable,
valid, impersonal and ongoing.

EXPLORATORY RESEARCH

The method I used for exploratory research was

 Primary Data
 Secondary data

PRIMARY DATA

New data gathered to help solve the problem at hand. As compared to secondary data
which is previously gathered data. An example is information gathered by a
questionnaire. Qualitative or quantitative data that are newly collected in the course of
research, Consists of original information that comes from people and includes
information gathered from surveys, focus groups, independent observations and test
results. Data gathered by the researcher in the act of conducting research. This is
contrasted to secondary data, which entails the use of data gathered by someone other
than the researcher information that is obtained directly from first-hand sources by
means of surveys, observation or experimentation.

Primary data is basically collected by getting questionnaire filled by the

respondents.

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SECONDARY DATA

Information that already exists somewhere, having been collected for another purpose.
Sources include census reports, trade publications, and subscription services. There
are two types of secondary data: internal and external secondary data. Information
compiled inside or outside the organization for some purpose other than the current
investigation Researching information, which has already been published? Market
information compiled for purposes other than the current research effort; it can be
internal data, such as existing sales-tracking information, or it can be research
conducted by someone else, such as a market research company or the U.S.
government.

Secondary source of data used consists of books and websites

My proposal is to first conduct a intensive secondary research to understand the full

impact and implication of the industry, to review and critique the industry norms and
reports, on which certain issues shall be selected, which I feel remain unanswered or
liable to change, this shall be further taken up in the next stage of exploratory research.

DESCRIPTIVE RESEARCH

STEPS in the descriptive research:

Statement of the problem

 Identification of information needed to solve the problem

 Selection or development of instruments for gathering the information

 Identification of target population and determination of sampling Plan.

 Design of procedure for information collection

 Collection of information

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  Analysis of information

 Generalizations and/or predictions

DATA COLLECTION

Data collection took place with the help of filling of questionnaires. The questionnaire
method has come to the more widely used and economical means of data collection.
The common factor in all varieties of the questionnaire method is this reliance on verbal
responses to questions, written or oral. I found it essential to make sure the
questionnaire was easy to read and understand to all spectrums of people in the
sample. It was also important as researcher to respect the samples time and energy
hence the questionnaire was designed in such a way, that its administration would not
exceed 4-5 mins. These questionnaires were personally administered.

The first hand information was collected by making the people fill the questionnaires.
The primary data collected by directly interacting with the people. The respondents were
contacted at shopping malls, markets, places that were near to showrooms of the
consumer durable products etc. The data was collected by interacting with 200
respondents who filled the questionnaires and gave me the required necessary
information. The respondents consisted of housewives, students, businessmen,
professionals etc. the required information was collected by directly interacting with
these respondents.

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DETERMINATION THE SAMPLE PLAN AND SAMPLE SIZE

TARGET POPULATION

It is a description of the characteristics of that group of people from whom a course is

intended. It attempts to describe them as they are rather than as the describer would
like them to be. Also called the audience the audience to be served by our project
includes key demographic information (i.e.; age, sex etc.).The specific population
intended as beneficiaries of a program. This will be either all or a subset of potential
users, such as adolescents, women, rural residents, or the residents of a particular
geographic area. Topic areas: Governance, Accountability and Evaluation, Operations
Management and Leadership. A population to be reached through some action or
intervention; may refer to groups with specific demographic or geographic
characteristics. The group of people you are trying to reach with a particular strategy or
activity. The target population is the population I want to make conclude an ideal
situation; the sampling frames to matches the target population. A specific resource set
that is the object or target of investigation. The audience defined in age, background,
ability, and preferences, among other things, for which a given course of instruction is
intended.

I have selected the sample trough Simple random Sampling

SAMPLE SIZE:

This involves figuring out how many samples one need.

The numbers of samples you need are affected by the following factors:

 Project goals

 How you plan to analyze your data

 How variable your data are or are likely to be

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  How precisely you want to measure change or trend

 The number of years over which you want to detect a trend

 How many times a year you will sample each point

 How much money and manpower you have

SAMPLE SIZE

I have targeted 100 people in the age group above 20 years for the purpose of the
research. The target population influences the sample size. The target population
represents the New Delhi region. The people were from different professional
backgrounds.

The details of our sample are explained in chapter named primary research where the
divisions are explained in demographics section.

ERRORS IN THE STUDY

Interviewer error

There is interviewer bias in the questionnaire method. Open-ended questions can be

biased by the interviewer’s views or probing, as interviewers are guiding the respondent
while the questionnaire is being filled out. The attitudes the interviewer revels to the
respondent during the interview can greatly affect their level of interest and willingness
to answer openly. As interviewers, probing and clarifications maximize respondent
understanding and yield complete answers, these advantages are offset by the
problems of prestige seeking, social desirability and courtesy biases.

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Questionnaire error

The questionnaire designing has to careful so that only required data is concisely
revelled and there is no redundant data generated. The questions have to be worded
carefully so that the questions are not loaded and does not lead to a bias in the
respondents mind

Respondent error

The respondents selected to be interviewed were not always available and willing to co
operate also in most cases the respondents were found to not have the knowledge,
opinion, attitudes or facts required additionally uninformed response errors and
response styles also led to survey error.

Sampling error

We have taken the sample size of 100, which cannot determine the buying behavior of
the total population. The sample has been drawn from only National Capital Region.

RESEARCH DESIGN

Research design is a conceptual structure within which research was conducted. A

research design is the detailed blueprint used to guide a research study towards its
objective. It is a series of advanced decision taken together comprising a master plan or
a model for conducting the research in consonance with the research objectives.
Research design is needed because it facilitates the smooth sailing of the various
research operations, thereby making research as efficient as possible yielding
maximum information with the minimum effort, time and money.

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Scope and the Limitation of the study

 The scope of study is limited to the respondents are selected from in and around
Bangalore
.
 The project is carried out for the period of 8 weeks only.

 Measurement of customer satisfaction is complex subjects, which uses non-

objectives method, which is not reliable.

 The sample unit was also 100 respondents.

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 Chapter 3:
Review of Literature

19
 Chapter 3: Review of Literature

Digital marketing strategies that Millennia’s find appealing,

motivating, or just annoying
Katherine Taken Smith (21/ Sept/ 2010):

With the increasing usage of digital media by consumers, more companies are
using digital marketing to reach their target markets. The purpose of this study is to
examine various marketing strategies that are commonly used in digital media and
ascertain which ones are preferred by Millennia’s and are effective in influencing
behaviour. Millennia’s have been identified as a driving force behind online
shopping. While there have been numerous studies about online advertising, there
has been little academic research focused on what types of digital marketing
strategies are preferred by Millennia’s and which ones influence their behaviour.

2) Digital Content Marketing: A Literature Synthesis

Nina Koiso-Kanttila (9/Aug/2010):

Purely digital products are increasingly part of the commercial landscape.

Technology-facilitated environments in general have received considerable
attention in the literature on marketing. This article reviews the existing knowledge
base on digital products and the differences these products suggest for marketing
activities. It first positions digital content in relation to other offerings, then further
analyzes the marketing implications with an adjusted marketing mix framework.
The key characteristics of the digital content identified are information
recombination, accessibility, navigation interaction, speed, and essentially zero
marginal cost.

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3) DIGITAL AND SOCIAL MEDIA MARKETING USAGE IN B2B
INDUSTRIAL SECTION.
JARVINEN, JOEL (2012):

This study contributes to the emerging B2B digital marketing literature by providing
a realistic overview of the usage, measurement practices, and barriers surrounding
digital marketing in the era of social media. Investigating 145 B2B firms from
various industries reveals that despite the interest in social media, companies
continue to focus on one-directional communications with established digital tools.
Furthermore, the results indicate that the advances in digital measurement tools
remain largely unexploited, and the firms lack the human resources and know-how
to make the most of opportunities provided by the developing digital environment.
The implications of the study suggest that B2B companies should update their
capabilities with respect to digital marketing usage and measurement in order to
adapt current practices to fit the characteristics of today's digital media landscape.

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 CHAPTER 4
DATA ANALYSIS
AND
INTERPRETATION

22
 CHAPTER-4

DATA ANALYSIS AND INTERPRETATION

Data fig no:1

Interpretation:

It is been observed that, total responses are 51, 54.9 % (28) respondents are in
the age group between 31-35, 23.5 % (12) respondents are in the age group 35 &
above, 21.6 %( 11) respondents are in the age group between 25-30.

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Data fig no:2

Interpretation:

It is been observed that out of 51 respondents, 66.7% (34) respondents are male
and 33.3% (17) respondents are in female.

24
Data fig no:3

Interpretation:
It is been observed that out of 51 respondents, 47.1% (24) respondents are in
Business sector, 35.3 %( 18) respondents are in Professional sector and 17.1%
(9) respondents are in Service sector.

25
Data fig-4

Interpretation:
It is been observed that out of 51 respondents, 25.5% (13) respondents are Post
Graduates, 74.5% (38) respondents are Graduates.

26
Data fig no:5

Interpretation:
It is been observed that out of 51 respondents, 31.4% (16) respondents are not
aware of online advertisements, 68.6% (35) respondents are aware of online
advertisements.

27
Data fig no:6

Interpretation:
It is been observed that out of 51 respondents, all the respondents (100%) are
interested in purchasing ads, 39.2% (20) respondents are interested in
entertainments ads, 9.8% (5) respondents are interested in financial loans, 7.8%
(4) respondents are interested in jobs, 7.8% (4) respondents are interested in
other ads and no people has shown interest in academic ads.

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Data fig no:7

Interpretation:
It is been observed that out of 51 respondents, 23.5% (12) respondents are not
aware of various social networking sites, 76.5% (39) respondents are aware of
various social networking sites.

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Data fig no:8

Interpretation:
It is been observed that out of 51 respondents, 29 respondents are active on social
media, out of which, 79.3% (23) respondents are active on Facebook, 31% (9)
respondents are active on LinkedIn, 27.6% (8) respondents are active on twitter &
27.6% (8) respondents are active on other social media.

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Data fig no:9

Interpretation:
It is been observed that out of 51 respondents, 29 respondents are active on social
media, out of which, 69% (20) respondents find LinkedIn more helpful, 41.4% (12)
respondents find twitter is helpful, 37.9% (11) respondents find Facebook helpful &
31% (9) respondents find other social media more helpful.

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 Chapter-5
Findings& Suggestion

32
 CHAPTER-5

Summary of findings
 It is found in the survey that majority of the respondents are aware of online
advertisements.
 In the survey, it was found that almost all the respondents are interested in
purchasing ads.
 It is found in the survey that majority of the respondents are aware of social
networking sites.
 In the survey, it was found that almost majority of the respondents are aware of
Facebook.
 In the survey, it was found that majority of respondents find LinkedIn useful.
 It is found in the survey that majority of respondents are neutral regarding the
services of yaantra compared to its peers using digital marketing.
 It is found in the survey that majority of people have invested equity in yaantra
 In the survey, It was found that majority of respondents are neutral regarding the
services offered by yaantra

Suggestions:
 Delivery should be made on time without any delay
 Payment options should be available on cash on delivery and online
transactions.
 Service charges are more when compared to other competitors
 Packaging should be of high quality

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Chapter 6:
CONCLUSION

34
 Conclusion
DIGITAL MARKETING offers increased awareness of companies, an easy method
to convey the information, advanced methods of targeting consumers, an
immediate and direct line to the customers, and reduced costs in performing these
tasks. The only negative aspect is that consumers have to conquer their fears of
the Internet - the fear that ordering through an on-line advertisement will get
vanished in the void of cyberspace. Fears always come with new technology, but it
does not take long for people to adjust. As people get more accustomed to finding
their product information on the Web, more and more readers will actively seek out
DIGITAL MARKETING sites.

35
 Chapter:7
BIBLIOGRAPHY

36
 Chapter-7:BIBLIOGRAPHY

Investopedia, LLC, © 2017, www.investopedia.com

Spark Charge Media, © 2017, www.moneycrashers.com

BSE Ltd., www.bseindia.com

Equity master Agora Research Private Limited, https://www.equitymaster.com

List of Journals:
 Digital marketing strategies that Millennial find appealing, motivating, or just
annoying - Katherine Taken Smith (21/Sept/ 2010).
 Digital Content Marketing: A Literature Synthesis - Nina Koiso-Kanttila (9/Aug
/2010).
 Digital and social media marketing usage in B2B industrial section- jarvinen, Joel
(2012).
 A review of internet marketing research over the past 20 years and future
research direction - Nadia Pomirleanu (2013).
 Facebook: A literature review-Ralf Caers, Tim De Feyter, Marijke De Couck ,
(1/Sept/2013).
 Marketing opportunities in the digital world - G. Reza Kiani (2006).
 Understanding digital content marketing - Jennifer Rowley (1/ Feb/2010).
 Marketing on the Internet — who can benefit from an online marketing
approach?- Melody Y Kiang(Jan 2000)
 Understanding Digital Markets: Review and Assessment - Michael D.
Smith (Oct 2001)

37
 QUESTIONNAIRE
A Study on Digital Marketing of

1). Age
 18-24
 25-30
 31-35
 35 & Above

2). Gender
 Female
 Male

3). Occupation
 Service
 Professional
 Business
 Other

4). Educational Background

 SSLC
 Intermediate
 Graduate
 Post Graduate

5.) Are you aware of online Advertisement?

 Yes
 No

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6). Ads relating to which product are you interested in?
 Purchasing
 Entertainment
 Financial loans
 Academic
 Jobs
 Other

7). Are you aware of various social networking sites?

 Yes
 No

8). In which social media you are more active?

 Facebook
 Twitter
 LinkedIn
 Other

9). which social media do you find more helpful?

 Facebook
 Twitter
 LinkedIn
 Other

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40