e-marketing & branding

8/3/2019 E-Marketing & Branding

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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

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