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Indian Institute of planning and management
Ahmedabad
Thesis on
E-marketing and Branding the Corelation
Alumni Reference Number
ID No: SS/09-11/AHD/MKTG/2
Submitted by:
Pratik K.S Negi
PGP/SS/09-11/ISBE
Submission Date
Guided By:
Prof. Gaurav Vats
IIPM Ahmedabad
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Thesis Topic
E-marketing and Branding the Correlation
Alumni Reference Number
ID No: SS/09-11/AHD/MKTG/2
Student Name:
Thesis Guide:
Pratik K.S Negi Prof.
Gaurav Vats
Signature of Student
Signature of Thesis Guide
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(Pratik K.S Negi)
(Prof. Gaurav Vats)
CERTIFICATE OF COMPLETION
This is to certify that Pratik K.S Negi of the Batch: PGP/SS/09-
11/ISBE/HR has successfully completed the thesis on the topic E-
marketing and Branding the Correlation
During his endeavour he was found to be sincere and diligent. We
wish him all the best for future.
Prof. Gaurav Vats
(Thesis Guide)
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LETTER OF CONSENT
IIPM Ahmedabad,
19,
Inquilab Society,
Gul
bai Tekra
Ah
medabad 380015
17
July 2010
To
The Dean
IIPM Ahmedabad.
Dear Sir,
Consent to act as Thesis Guide
I, Prof. Gaurav Vats, working as an external faculty in the
International Institute of Planning and Management , express my
consent to act as a guide to Mr. Pratik K.S Negi (Batch: PGP/SS/09-
11/ISBE/HR).He has expressed his interest in writing a thesis on
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E-marketing and Branding the Correlation and has requested
me to guide him for the same.
This is to inform that I shall support him as a guide for his thesis on
the above mentioned topic and share my knowledge and help in allways possible.
With warm regards
Yours faithfully,
Prof. Gaurav Vats
Ahmedabad
PREFACE
This thesis has been carried out at The International Institute of
Planning and Management, Ahmadabad as a part of requirements to
be fulfilled for the Post Graduation Degree in Business and
Administration.
Hence I decided to utilize this opportunity to make a model and
understand the internet & online impact and role it plays on brands
image & identity and every other aspect a company/Organisation
has to face to uplift or present or rejuvenate its products in market
and how internet or other network help it to evaluate and portray its
Product/Service in the competitive market.
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The main reason for choosing this topic E-marketing and
Branding the Correlation is that competition in the market has
gone intense and for a particular commodity many companies fight
to supersede in the market and become market leader in the long
run. Due to the technological advancement and usage of internet it
has become obvious that internet has penetrated deep in the
customer and has become a vital tool for marketers to build an
image and promote their product/service to the customer.
The preparation of this report is based on facts and findings noted
during the primary survey in the form of questionnaires, as well as
the information collected from various secondary sources such as
the internet, and written and published documents in journals,
magazines etc. I hope that this report would be useful to for each
and every company or organisation to use internet or E-media for
building their market presence or pulling the customer towards their
product/service they cater in the market.
I
ACKNOWLEDGEMENTS
The success of this project may be generously attributed to all those
who helped me in my endeavour.
First and foremost I would like to thank IIPM for providing me an
opportunity to write a Thesis on E-marketing and Branding the
Correlation
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I whole-heartedly express my gratitude to Prof. Gaurav Vats who
relentlessly steered my efforts in the right direction throughout the
project. His motivation, vision and suggestions brought out the bestin me to make my project a memorable learning experience on the
door-step of my professional career.
I would like to sincerely thank all the respondents who have given
their contribution while doing the secondary research. Also
important inputs drawn from the various different sources used to
help me compile the minute details in the literature.
II
SYNOPSIS
Introduction to the topic
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E-Marketing by its very nature is one aspect of an organizational
function and a set of processes for creating, communicating and
delivering value to customers and for managing customer
relationships in ways that benefit the organization and itsstakeholders. As such an aspect, E-Marketing has its own
approaches and tools that contribute to the achievement of
marketing goals and objectives which include branding of the
product or service. Thus branding is all about communicating the
deliverables of the product and service that differentiate it from the
competition, so branding is not about getting the target market to
choose us over the competition, but it is about getting our prospects
to see us as the only one that provides a solution to their problem.
For the same we will try and understand the correlation of E-
Marketing how it helps develops and sustain the brand, plus what
are the pros and cons of E-Marketing when used as a tool for
Branding a product or service
Need for research
Today in most of the organizations E-Marketing is considered as the
tool to develop and sustain in the completion. it is also considered as
the best tactics to advertise and brand the company and its catered
products or services. Thus there is no specific method to understand
the validity that it really helps in branding of a product or service.
The objectives that a good brand will achieve include:
Delivers the message clearly
Confirms your credibility
Connects your target prospects emotionally
Motivates the buyer and Concretes User Loyalty
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There is tool or measure that gives a complete idea that E-Marketing
has been the best method to promote the brand. Because the
companies doesnt opt only for the E-marketing tactics rather go forvarious other marketing practice
So this research aims to bring forth the importance of the E-
Marketing the positives and digs out the reality how dependable and
credible is the branding done through this marketing medium.
Commercial Viability of the Research
This research can be extremely useful to the following for
understanding the correlation of E-Marketing and Branding:
Brand Managers/ Marketing Heads
Internal /External Consumers
Marketing and Advertising Consultants
Students learning Marketing
Data collection
The sources of data collection would be from primary and secondary
sources.
Primary sources would include conducting interviews of marketing
heads and other employees. If needed focus group sessions &
personal interviews would be conducted to arrive at the desired
resultsSecondary data collection would be from journals, books; articles
published on the internet or any previously published material
relevant to this topic.
Conclusion
E-Marketing is considered as one of the best tools to promote and
build a brand at a relative lower cost and effectiveness. Brands are
promoted on internet and other media before getting launched,
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even some times lot of speculations are created when brands are
rejuvenated or introduced .however the basis aspect of E-marketing
when we talk about Branding is all about developing the Brand
identity and image in front of the customer to make the brand Topof mind recall when selection of a brand is being done by the
customer.
III
EXECUTIVE SUMMARY
E-Marketing is essentially part of marketing. E-Marketing has in the
past been considered as the poor relation compared to traditional
marketing techniques or valid only for purely internet based
businesses. However, the success that E-Marketing now enjoys has
clearly shown that any company which does not have an E-
Marketing side to their business development is missing out on the
huge opportunities on offer through this medium.
Branding is an technique by which the companies try to position
their product in the market, they use different technique to position
the product/Service to the customer so that the brand they have
introduced becomes top of the mind recall when the customer/
Consumer is in demand of that product or service. Branding is not
only done to position the product but to cut the competition and
make the companys product/Service to be in the mental physic of
the consumer as that also adds to the companys brand upliftment,
Apart creating users only to become brand ambassadors.
We will try and understand the usage of E- Marketing in Brand
development by understanding the cases and analysing the different
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aspect of E- marketing that companies can adapt to become a
successful brand in the market. Aside we will also try and
understand which all aspect a company should not use E-marketing
terms which might deteriorate its brand from the market.
IV
TABLE OF CONTENTS
PRELIMINARIES
Certificate of completion
Letter of Consent
Preface
I
Acknowledgements
II
Synopsis
III
Executive SummaryIV
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Content
Chapter 1: Introduction1
Chapter 2 : E-Marketing6
Chapter 3 : Ways and Means Of E-Marketing.12
Chapter 4 : Importance of Branding 16
Chapter 5: Dependence of a Brand on marketing
Chapter 6 : Branding the E-way47
Chapter 7 : Blue Print an overview of correlation
Chapter 8 : Thesis details and specification 49
Chapter 9: Research Outcomes50
Chapter 10 : Framework of interdpendance52
Chapter 11 : Recommandations & Conclusion59
Annexure 1 (Questionnaire)65
Bibliography68
Rponse sheets69