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A

SUMMER INTERNSHIP

PROJECT REPORT

ON

“E-MARKETING” IN

HIKEPAR LEAGUE SERVICES PVT. LTD.

Submitted To

SIGMA INSTITUE OF MANAGEMENT STUDIES

2009-2011

AFFILIATED TO

GUJARAT TECHNOLOGICAL UNIVERSITY, AHMEDABAD

In Partial Fulfilment for the Degree of

MASTER of BUISNESS ADMINSTRATION

(MARKETING)

SUBMITTED BY: UNDER THE GUIDANCE OF:

Mr. HITESH PARMAR. Mr. JIGNESH PANCHAL

Roll No : 24(SEM- 3) (FACULTY GUIDE)

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DECLARATION

I Hitesh Kumar J. Parmar here by declared that summer project title “E-Marketing” based on original piece of work done by me for the fulfillment of the award of the degree of Master of Business Administration to Sigma Institute of Management Studies. And whatever information has been taken from my sources had been duly acknowledged.

Date: Hitesh Parmar

Place: Roll no. 24 (SIMS)

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ACKNOWLEDGEMENT

I am extremely grateful to Mr. Promodchandra Upadyay, my mentor towards Hikepar League for providing the opportunity and resources to work on this project and whose insight encouraged me to go beyond the scope of the project and this broadened me learning on this project. I also thank to those who has given directly or indirectly any kind of support which lead to completion of this project successfully.

Hitesh Parmar

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ABSTRACT

This project is all about the E-Branding strategy adopted by company in today’s fast moving world & how they expand their market, how they reach to their customer & give them an easy way to do business & thus establish better relationship by providing then time saving & fast online business opportunity. Now the marketing over internet which is becoming most effective way of promoting any business with minimum cost and maximum reach to target customer. So in this report you will see discussion about how actually e-Marketing should be done and with more strategies of e-marketing. Also all forms of e-Marketing is described which will help to understand the topic in detail.

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EXECUTIVE SUMMARY This summer project is prepared on “E-Marketing” as a part of MBA curriculum. This descriptive research report examines how the impact of internet changes marketing view of corporate leaders in today’s world.

As this report is concerned with marketing management, it mainly includes “concepts” & “strategies”, “tools”, and factors affecting to e-Marketing.

In today’s scenario, just looking inward is no longer enough for survival, if we are not developing new strategies to develop business, then we can’t resist but sure thrown away.

For conducting this survey data are collected from the students of Diploma Engg. Of MS University, Baroda.

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Table of Contents

Sr. no.

Topic Page no

1 Introduction 1 1.1 Company profile 1

1.2 About the Topic 2 1.3 Objectives of Project 7 1.4 Detail about study 8 1.5 Literature review 31

2 Research methodology 39 2.1 Research objective 39 2.2 Research design 40 2.3 Method of Data collection 41

3 Data analysis & Interpretation 42

4 Limitations of the study 44

5 Benefits of Study 45

6 Future Prospects 46

7 Conclusion 47

8 Contribution & Learning from Project 48

9 Bibliography 49

10 Annexure 50

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1. Introduction

1.1Company Profile

Introduction

Hikeparleague is established in year 2010 with the aim of giving services to students by organizing class level competition, judging their aptitudes, making them capable to achieve their job. Giving exposure to making them selected in interviews. Making them capable so that they themselves evaluate their current scenario and find best solution by their point of view.

Vision & Values

Vision

'The most successful and admired Online company, by providing knowledge with top class competitive quality services to students.’

Values

Values that we observe while we work:

Integrity Innovation Student Care Team work Simplicity

Key Strengths

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Quality 24x7 service

1.2About the Topic

Background

Having goods and services marketed on the internet seems second nature now, but actually internet marketing is a relatively new phenomenon. When the internet first started and more of the public began to access it, companies began to realize that they could utilize the internet to provide information to potential customers. The first examples of internet marketing were simply text websites. They were very basic and simple with no pictures or graphics. As the internet started to develop, more and more companies realized that they had a global audience at their disposal. Websites became more complex. They contained pictures of products and graphics intended to keep the customer interested. When businesses first started going online in the early to mid 1990s, commercial web sites were often nothing more than online brochures and product catalogues. Although credit card payment processing was available, Internet users were concerned about putting their credit card details on the net, so relatively few transactions occurred online. By our standards today, these first websites seem archaic. However, they served their purpose as people began to turn to the internet for information about companies and what they had to offer. If someone wanted to buy

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something, they would call the company on a phone number provided by the website. Eventually, the technology existed so that companies could sell their products right from their website. All these have changed with the development of new encryption methods and secure site technology. Online purchasing has exploded in the past three years and is expected to grow exponentially over the coming decade. Many of the Internet marketing pioneers who began selling online five years ago have become millionaires. Books and courses that reveal their Internet marketing secrets are readily available for purchase. There’s never been an easier time for starting an Internet business. E-commerce began to grow very quickly once methods to securely provide your credit card number became available. Consumers could now order products right from their home. Companies could reach customers all over the world. Online auction sites became very popular as people could sell their items to each other for a small fee. There also was an increased use of the internet as a source of advertising. Companies began to place ads on other websites to promote their products. Today pay per click advertisements benefit both the publishers of the websites and the company which has goods to sell. Affiliate programs are also very popular. They allow website owners to advertise products on their website and if a customer purchases the item, then the website owner gets a percentage of the sale. The internet has even been used as a primary source of advertising. Companies have created innovative advertising programs, sometimes referred to as viral marketing. Viral marketing seeks to create a buzz about a product through word of mouth. Some viral marketing plans even use alternate reality games in order to promote a particular product. The Internet is changing the way we do business, the way we market, sell, service, distribute, communicate, and work. Businesses are already beginning to

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communicate with customers, distributors, suppliers, shareholders, and employees in a way that is truly one-to-one and real-time. “Personalized” web sites are delivering tailored messages to an infinite number of target markets. These sites can change based on the user’s buying and surfing habits, past usage of the site, demographics, relationship to the company, and a multitude of other attributes which could be collected from the users online or culled from corporate legacy databases. The Internet has also become the most economical distribution system of information available. Companies can ship “bits” weightless electrons around the world at the speed of light, for a fraction of what it costs to ship heavy “atoms” at the speed of freight. In just a few years the Internet will be as essential of a business tool as what the phone and FAX are today. Intranets, real-time transaction processing, and “customer self-service” are just the beginning. We are transitioning from static sites to dynamic and personalized sites, from broadcasting to narrow Casting, from information dissemination to actual commerce. But, we can also look forward to an “information glut” of unimaginable proportions, Web sites that run into the millions of dollars to build and maintain, and massive data warehouses about consumers that are networked together across companies and continents. The big story of the past few years has been the incredible rise in the mobile user base in India. Growth now in terms of new user additions is the fastest in the world. And there are plenty of new consumers still waiting to be tapped. India has the potential to lead in mobile data usage. Given that PC-based Internet growth has been slow (even though that is now changing), the mobile Internet offers a great opportunity for service providers in India. India has excellent mobile data networks on both the GSM and CDMA platforms. In fact, given that the focus for the operators is on new subscriber acquisition, the mobile data networks potential has been

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largely untapped. Mobile phones with Wi-Fi are already available for less than Rs.18,000. These prices will fall further. Get a wireless access point at home and combine with a broadband connection, and suddenly, the mobile can now access data networks bypassing the operator and data charges. This will create the opportunity for an increasing array of data services. It is the incremental web which will be the driver for the mobile. If one stops thinking of the mobile as a poor man’s computer and instead thinks of it as a new interactive device, then the potential of what is possible starts to become apparent. The future will see the emergence of such innovative data services in India.

Concept of Marketing

“The Process of planning and executing the conception, pricing promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goal.” - American Marketing Association

Marketing management is analysis planning, implementation and control of programs designed to create, build, maintain mutually beneficial exchanged and relationship with target market for the purpose of achieving organizational goal. -Philip Kotler

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Concept of E-Marketing

E-Marketing is the use of information technology in the processes of creating, communicating and delivering value to customers managing customer relations E-Marketing is the fusion of IT with traditional marketing. There is no doubt about it – the Internet has changed the world we live in. Never before has it been so easy to access information, communicate with people all over the globe and share articles, videos, photos and all manner of media. The Internet has led to an increasingly connected environment, and the growth of Internet usage has resulted in declining distribution of traditional media: television, radio, newspapers and magazines. Marketing in this connected environment and using that connectivity to market is e-Marketing. E-Marketing embraces a wide range of strategies, but what underpins successful e-Marketing is a user-centric and cohesive approach to these strategies. While the Internet and the World Wide Web have enabled what we call New Media, the theories that lead to the development of the Internet were being developed from 1950s.

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1.3Objectives of the Project

To study the impact of marketing activity over Internet To study the sales promotion programs on Hikepar League. To study the build and retain brand loyalty. To study to introduce new product. To study to attract new customer. To raise awareness of the company, product, or service within a

clearly identified target market To communicate the benefits of the product or service

Scope of Study

This study helps to understand the about the concept of e-Marketing. The study will help the management of Hikepar League in forming the future policies regarding sales promotion strategy. This is like descriptive method of understanding about how to promote your products or services while using internet. It will also describe what are the methods and strategies of e-Marketing with advantages and disadvantages also.

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1.4 Details about Study

Before we start detailed study about E-Marketing first try to understand that why we need E-Marketing concept in today’s era. Marketing through Internet is becoming very important. It is very cost effective and measurable. And the main feature of it is Global reach with 24x7x365 scenario with real-time feedback which attracts each and everyone to use it. Why E-marketing?

Exceptional opportunity for knowledge-rich organizations

Cost-effective to build a global brand & reputation

Instrument for business development

Many benefits

o Internal communication

o Knowledge management

o Market intelligence

o Project management

There are different forms of E-Marketing from them

some are described below:

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E-mail Marketing

Automatic digest, Flash alert, Newsletter / Electronic magazine

o Active promotion of website content

Key success factor:

o Development of permission-based mailing lists

Metrics:

o Open rate

o Click-through rate

o Conversion rate

Pay Per Click Marketing

Ad copy and selecting the right keywords is essential, rather than, deep pockets. Developing effective copy within a limited space is a unique skill. You need to identify what the customer is thinking and how he will try and find you. PPC charges are steadily increasing so it's more important than ever to manage your campaigns effectively & efficiently.

Blog Marketing

Just because a website looks like a website doesn't

mean it's just a website. It could be a blog too. Blogs have lots of great tools build into them that make search engines like them a lot more than a static website. Features like category tags, RSS feeds and the 'pinging' of new content to other sites means you can't afford to ignore the value of blogging as an internet marketing strategy.

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Search Engine Optimization

SEO (organic search optimization) can engage prospects at different points of the buying process and provide long term returns.

Banner Ad Testing

Display media has many opportunities for optimization with both creative testing and media targeting. Social Media Marketing

Social media is a rapidly evolving channel with many risks and rewards. Facebook, Orkut, Twitter are some social marketing websites for promoting your business, and it is very effective way to promote your website to maximum users of Internet.

Affiliate Marketing

This is process in which a product or service developed by one person is sold by other active seller for a share of profits. The owner of the product normally provides some marketing material (sales letter, affiliate link, tracking facility).

Local internet Marketing

This is the process of a locally based company traditionally selling belly to belly and utilizing the Internet to find and nurture relationships, later to take those relationships offline.

Blackhat Marketing

This is a form of E-marketing which employs deceptive, less than truthful methods to drive web traffic to a website or affiliate marketing offer. This method sometimes includes spam, cloaking within search engine result pages, or routing users to pages they didn't initially request.

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Viral Marketing

Hot Mail was one of the first examples of viral marketing

Another “e” term for “word-of-mouth” advertising

Bulletin boards, e-mail, chat rooms are the major conduits for viral campaigns

Affiliate Marketing

This basically refers to selling other people’s product in return for a commission. This is probably the fastest way anyone can get started with earning money online. Not going to explain how this is done as you’re going to find out how later.

Partnership and affiliate programs are booming

Cooperation between online companies

Commission programs and banner exchange programs lead this channel

Banner Advertising

Volatile history with sharply declining click through rates

New forms such as java, active x

Pop-ups, pop-under and other new delivery methods are gaining acceptance

Branding is possible with banners

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Search Engine Optimization

• The process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic“) search results

• SEO is the single-most important online marketing activity

• The benefits of a well “SEO” site will be dramatic

E-Marketing Mix

The e-Marketing Strategy is normally based and built upon the principles that govern the traditional, offline Marketing - the well-known 4 P's (Product - Price - Promotion - Positioning) that form the classic Marketing mix. Add the extra 3 P's (People - Processes - Proof) and you got the whole extended Marketing mix. Until here, there are no much aspects to differentiate e-Marketing from the traditional Marketing performed offline: the extended Marketing mix (4 + 3 P's) is built around the concept of "transactional" and its elements perform transactional functions defined by the exchange paradigm. What gives e-Marketing its uniqueness is a series of specific functions, relational functions, that can be synthesized in the 2P

+ 2C+ 3S formula: Personalization, Privacy, Customer Service, Community, Site, Security, Sales Promotion.

These 7 functions of the e-Marketing stay at the base of any e Marketing strategy and they have a moderating character, unlike the classic Marketing mix that comprises situational functions only. Moderating functions of e-Marketing have the quality of moderate operate upon all situational functions of the mix (the classic 4 P's) and upon each other.

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1. Personalization

The fundamental concept of personalization as a part of

the e-Marketing mix lies in the need of recognizing, identifying a certain customer in order to establish relations

(Establishing relations is a fundamental objective of Marketing). It is crucial to be able to identify our customers on individual level and gather all possible information about them, with the purpose of knowing our market and be able to develop customized, personalized products and services.

For example, a cookie strategically placed on the website visitor's computer can let us know vital information concerning the access speed available: in consequence, if we know the visitor is using a slow connection (eg. dial-up) we will offer a low volume variation of our website, with reduced graphic content and no multimedia or flash applications. This will ease our customer's experience on our website and he will be prevented from leaving the website on the reason that it takes too long to load its pages.

Personalization can be applied to any component of the Marketing mix; therefore, it is a moderating function.

2. Privacy

Privacy is an element of the mix very much connected to the previous one - personalization. When we gather and store information about our customers and potential customers (therefore, when we perform the personalization part of the e-

Marketing mix) a crucial issue arises: that of the way this information will be used, and by whom. A major task to do when implementing an e-Marketing strategy is that of creating and developing a policy upon access procedures to the collected information.

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This is a duty and a must for any conscious marketer to consider all aspects of privacy, as long as data are collected and stored, data about individual persons.

Privacy is even more important when establishing the e-Marketing mix since there are many regulations and legal aspects to be considered regarding collection and usage of such information.

2. Customer Service

Customer service is one of the necessary and required

activities among the support functions needed in transactional situations.

We will connect the apparition of the customer service processes to the inclusion of the "time" parameter in transactions. When switching from a situational perspective to a relational one, and e-Marketing is mostly based on a relational perspective, the marketer saw himself somehow forced into considering support and assistance on a non-temporal level, permanently, over time. For these reasons, we should consider the Customer Service function (in its fullest and largest definition) as an essential one within the e-Marketing mix.

As we can easily figure out, the service (or assistance if you wish) can be performed upon any element from the classic 4 P's, hence its moderating character.

3. Community

We can all agree that e-Marketing is conditioned by the

existence of this impressive network that the internet is. The merely existence of such a network implies that individuals as well as groups will eventually interact. A group of entities that interact for a common purpose is what we call a "community" and we will soon see why it is of absolute importance to participate, to be part of a community.

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The Metcalf law (named after Robert Metcalf) states that the value of a network is given by the number of its components, more exactly the value of a network equals the square of the number of components. We can apply this simple law to communities, since they are a network: we will then conclude that the value of a community rises with the number of its members. This is the power of communities; this is why we have to be a part of it. The customers / clients of a business can be seen as part of a community where they interact (either independent or influenced by the marketer) - therefore developing a community is a task to be performed by any business, even though it is not always seen as essential. Interactions among members of such a community can address any of the other functions of e-Marketing, so it can be placed next to other moderating functions.

4. Site

We have seen and agreed that e-Marketing interactions

take place on a digital media the internet. But such interactions and relations also need a proper location, to be available at any moment and from any place - a digital location for digital interactions.

Such a location is what we call a "site", which is the most widespread name for it. It is now the time to mention that the "website" is merely a form of a "site" and should not be mistaken or seen as synonyms. The "site" can take other forms too, such as a Palm Pilot or any other handheld device, for example. This special location, accessible through all sort of digital technologies is moderating all other functions of the e-Marketing - it is then a moderating function.

6. Security

The "security" function emerged as an essential function of e-Marketing once transactions began to be performed

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through internet channels. What we need to keep in mind as marketers are the following two issues on security:

- Security during transactions performed on our website, where we have to take all possible precautions that third parties will not be able to access any part of a developing transaction;

- Security of data collected and stored, about our customers and visitors. A honest marketer will have to consider these possible causes of further trouble and has to co-operate with the company's IT department in order to be able to formulate convincing messages towards the customers that their personal details are protected from unauthorized eyes.

7. Sales Promotion

At least but not last, we have to consider sales promotions when we build an e-Marketing strategy. Sales promotions are widely used in traditional Marketing as well, we all know this, and it is an excellent efficient strategy to achieve immediate sales goals in terms of volume.

This function counts on the marketer's ability to think creatively: a lot of work and inspiration is required in order to find new possibilities and new approaches for developing an efficient promotion plan.

On the other hand, the marketer needs to continuously keep up with the latest internet technologies and applications so that he can fully exploit them. To conclude, we have seen that e-Marketing implies new dimensions to be considered aside of those inherited from the traditional Marketing. These dimensions revolve around the concept of relational functions and they are a must to be included in any e-Marketing strategy in order for it to be efficient and deliver results.

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E Marketing Strategies • The Offer: Product strategies – Existing products sold online or

new products offered to the customers

• The Value: Pricing strategies – Dynamic pricing and Online bidding

• Distribution strategies – Direct marketing and Agent E Business models

• Marketing Communication strategies

• Relationship Management strategies – CRM software + customer behavior = comprehensive database

6 simple steps to start e-Marketing

Starting e-Marketing is easy but walking on the right path is not so easy. There are just too many options you can consider! However, typically I would recommend my clients to follow 6 simple steps to plan and start doing e-Marketing and they are:

1. Building Effective Website 2. Designing Compelling Messaging 3. Sending Strategic Newsletters 4. Online Advertising 5. Managing Customer Databases 6. Building Alliances (1)Building an Effective Website - I have shared in other articles how

important it is a website for e-Marketing to be successful. It is not only design and layout but also the real business strategy behind. You have to consciously to make your website effective for your business and engaging your customers interactively. A website will

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only perform well when it is being revised and updated according to the environmental changes with Compelling Messaging.

(2)Designing Compelling Messaging - It is really back to marketing basics

about communications. You have to high play your products/services' benefits rather than functionality in order to distinguish your differential advantages over your competition. A lot of time, customers' buying decisions are based on trusts that built on the success references you are giving of other cases. Before you get this right, e-Marketing will never be a success.

(3)Sending Strategic Newsletters - e-Newsletters are so easy to send out

if you have any emails of our suppliers, partners, customers and prospects. However, your compelling messaging must be ready before your e-Newsletters can be successful. In additional, you need to send out useful information or knowledge occasionally other than sales promotions in order to attract your target audience to keep subscribing your newsletter.

(4)Online Advertising - The most basic Online Advertising option I

recommend is Search Engine Marketing. It is becoming mandatory for any companies nowadays to make sure their company information/advertisements are showing on the first page of search results. Without doing this, your website will just never be found in a very long while, Other Online Advertising options can 30 be Web Banner Ad on your target customers populated websites or contextual advertising, etc.

(5)Managing Customer Databases - When you start doing e-Marketing,

the next important thing is to keep up with your customer database(s). This is very crucial because your customer database will grow throughout your e-Marketing activities. The most basic way to do this is to use Excel or Outlook or any other mail clients but as you grow your customer database, it is better to adopt Customer Relationship Management software or an e-Marketing campaign software.

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(6)Building Alliances - No one can be successful by doing e-Marketing

alone and this is the fact! Hence, building alliances and letting your alliances to promote your products/services in their websites and other channels are the very key to success with e-Marketing. You potential return on investment (ROI) will grow even better than you can imagine.

How to Business Successful Through Internet?

Internet the way we do business today. It has broken

physical boundaries and has provided each small, big and mega

businesses a global business opportunity. Your online presence,

your website provides you an equal opportunity to have your

presence felt.

The irony those among the millions of websites ruling

the internet world only thousands are successful. As they say you

not only need a quality product or service, you need to package and

most importantly sell it. That leads us to the question how to get

successful online? Simple answer packages your website and

makes people aware of it.

The basic rules of business apply here too with the

difference that here you cater to a global market. The internet offers

you with a variety of tools which applied correctly can make the

winning difference.

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Your website needs a design and for this you need a

web designer. Correct web design, colors and correct placement of

web elements on your web page are important aspects for your site

to succeed.

Remember to maintain a contact page which mentions

your contact details on the site have a sitemap and design the site

for users. It is of utmost importance that you keep search engine

optimization factors in mind. Have your pages titled. For more on

this contact a web designer.

If you are in business retail or manufacturing a good idea is to have

your site e-com enabled. You must have shopped on the internet, if

not you are among the chosen few. If you have you must be aware

of the shopping cart on the e-commerce site. The shopping cart

enables your visitors to manage their shopping well. You will need a

payment gateway and a merchant account to receive money for

sales. To test out your site integrate it with Paypal and try out the

shopping experience.

1. So your site seems to be ready now. Next step. Make your site

presentable and make it known. So we are now into advertising

and marketing of your website. Here note this that 95% of

websites gets visitors from referred from search engines. These

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search sites work like a gateway to the internet world.

2. Your next step towards making your site known to others is to follow the search engine optimization tips offered by the search engines while making your site. You should look for the terms people use to search your type of service or product and create your site around it. As in the advertising world headings for your pages should be catchy. Internet visitors scan web pages for information instead of reading through them, so all the rules of advertising world which helps in writing the content for the advertisement apply here. Do it yourself, get to know what the inverted pyramid style of writing is or hire a web designer, see specialist to do it for you.

3. With pay per click, the internet advertising world has revolutionized. It offers you advertising opportunities on the net for a few shillings. Check out Google Ad sense or Overture PPC campaigns. These are offered by mostly the leading search engines and your advertisements are displayed on the search result pages of these sites for keywords you choose. If controlled optimally you can benefit from these. Use PPC to get visitors to your site during the launching period. Dual benefits. One you get visitors though your site is too new and second due to advertising, your site gets noticed. If you are not aware of this, use the services of a PPC management company to do this for you.

4. So what else to look out for? Interaction. Give reasons to your visitors to come back to your site. Start a newsletter campaign. Offer your visitors something free. Give them tips. Start a blog. Make your visitors come back to your site.

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5. Give them options to sign up for your newsletter free. You get their emails and use a mailer program to send out regular mails to them.

Choose the Purpose of Your Website

Selling Products Selling Services Driving Traffic Selling Traffic

Selling Services Of course not all products are physical and selling services has never been easier when using the Internet. Now lawyers, consultants and educators can provide information and/or advice and charge for it through their website. Using tools like Internet files, discussion boards, and web conferencing makes these professional services available to a wider audience. Location is no longer an issue. Offering Services The Internet is a terrific way for service providers to connect with their customers and meet the needs of their customers even if it is not face to face. Here are some of the services you can now provide to customers through your website:

Consulting Education Advice Resource Management Recommendations

With the Internet tools now available you can upload files, books, videos, manuals and even whole university courses. Your customers can take advantage of your services, and you get paid, all online.

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Providing Information The Internet is a fantastic way to reach your target audience and sell information. If you have access to a database or specialized information you can charge your customers to view it. Here are some of the types of information sites where you can make money:

Real Estate Investing People Finding Consumer Reports Book Summaries

Opportunities of E-Marketing

1. Incremental revenues

The internet is a level playing field in terms of sales and marketing

Everyone can attract new clients through very targeted and measurable marketing

Global distribution reach is available to all, not just the major brands that have global networks

2. Reduced cost of sale

A brand web site has the lowest cost of sale

Enables business to be “channel shifted” from more expensive channels, such as travel agency or call centers

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A strong brand web site enables the reliance on OTAs to be reduced and relationships to be renegotiated in order to bring down the overall cost of sale

3. Enhanced brand loyalty and client relationships

A direct client should be retained for future marketing and relationship building

A customer booking through an OTA is likely to remain loyal to the booking channel

Actively seek to build relationships with clients delivered through OTAs for future, cheaper marketing

Also,

• Internationally more than 33% of surfers buy online

• E Marketing reduces prices

• Huge potential for growth (70% rural population)

• E Intermediaries

• Affordable computers and internet connectivity

• Desire of the customers

• Cheaper technology

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Purchasing variations The three most common ways in which online advertising is purchased are : CPM CPC CPA. CPL CPE

CPM (Cost Per Impression) Where advertisers pay for exposure of their message to a specific audience. CPM costs are priced per thousand impressions, or loads of an advertisement. However, some impressions may not be counted, such as a reload or internal user action. The M in the acronym is the Roman numeral for one thousand. CPV (Cost Per Visitor) or (Cost per View in the case of Pop Ups and Under) Where advertisers pay for the delivery of a Targeted Visitor to the advertisers website. CPC (Cost Per Click): Also known as Pay per click (PPC). Advertisers pay each time a user clicks on their listing and is redirected to their website. They do not actually pay for the listing, but only when the listing is clicked on. This system allows advertising specialists to refine searches and gain information about their market. Under the Pay per click pricing system, advertisers pay for the right to be listed under a series of target rich words that direct relevant traffic to their website, and pay only when someone clicks on their listing which links directly to their website. CPC differs from CPV in that each click is paid for regardless of whether the user makes it to the target site.

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CPA (Cost Per Action) or (Cost Per Acquisition) advertising It is performance based and is common in the affiliate marketing sector of the business. In this payment scheme, the publisher takes all the risk of running the ad, and the advertiser pays only for the amount of users who complete a transaction, such as a purchase or sign-up. This is the best type of rate to pay for banner advertisements and the worst type of rate to charge. CPL (Cost Per Lead) advertising It is identical to CPA advertising and is based on the user completing a form, registering for a newsletter or some other action that the merchant feels will lead to a sale. Also common, CPO (Cost Per Order) advertising is based on each time an order is transacted. Cost per conversion describes the cost of acquiring a customer, typically calculated by dividing the total cost of an ad by the number of conversions. The definition of "Conversion" varies depending on the situation: it is sometimes considered to be a lead, a sale, or a purchase. CPE (Cost per Engagement) is a form of Cost per Action Pricing first introduced in March 2008. Differing from cost-per impression or cost-per-click models, a CPE model means advertising impressions are free and advertisers pay only when a user engages with their specific ad unit. Engagement is defined as a user interacting with an ad in any number of ways.

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Advantages of E-Marketing:

When compared to traditional marketing, E-Marketing is the apt way to promote your products and services globally. There are many advantages some of which are listed below.

Global Reach No physical or geographical limitations- The use of the

internet as the mainstay of operations virtually eliminates geographical boundaries.

Access to unknown buyers and sellers. Own your virtual office. Always accessible (24/7) Enhance your business prospects and profits. Reach target audience. Publicizing your business through various chambers of

commerce & Industry and trade Associations. Easy Marketing Classified information on competitive products. Acquire product knowledge. Compare products & Services.

Economics Cost effective strategies. Faster & easier access to products, buyers and sellers. Save Time and money you spend on sending faxes, couriers

etc. Save money you spend on printing Catalogs, Brochures and

other promotional material. Updates Change of content is possible immediately. Add new products and services.

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Link other principle sites to your e Brochures for wider content reach.

Add latest news, events and other information immediately. More attractive compared to physical brochures Graphical user interface. Provide product animations.

Also,

Internet adverting enables good conversion tracking Targeting : trick is to place your ad where the right customers

can see it Internet advertising is huge Internet advertising has a lower entry-level fees Internet advertising can be much cheaper Internet advertising has greater range Budget is low The presentation to the market: Relatively trouble-free: choose from a variety of advertisement

ways like Banner Ads, text ads, etc. All from the comfort of your home.

Update ads: You can easily test the market Direct Response:

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Disadvantages of Internet Marketing

Limitation-internet marketing requires customers to use newer technologies rather than traditional media. Low-speed Internet connections are another barrier. From the buyer's perspective, the inability of shoppers to touch, smell, taste or "try on" tangible goods before making an online purchase can be limiting. However, there is an industry standard for e-commerce vendors to reassure customers by having liberal return policies as well as providing in-store pick-up services.

Security concerns-Information security is important both to companies and consumers that participate in online business. Many consumers are hesitant to purchase items over the Internet because they do not trust that their personal information will remain private. Recently some companies that do business online have been caught giving away or selling information about their customers

Broadband induced trends-Online advertising techniques have been dramatically affected by technological advancements in the telecommunications industry. Online advertisers are working feverishly to design rich multimedia content that will engender a “warm-fuzzy” feeling when viewed by their target audience.

effects on industries-Internet marketing has had a large impact on several previously retail-oriented industries including music, film, pharmaceuticals, banking, flea markets as well as the advertising industry itself

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Challenges

• Data privacy or Data Protection • Low percentage of computer penetration • Internet connectivity • Low percentage of surfers entering into online transactions • Misuse of Credit cards • Cyber security • Cyber crime • Loss of personal touch in shopping • Legal issues (Trade mark, Domain name, Copyright, Jurisdiction

issues, etc.) • Mistaken purchases or auctions

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1.5 Literature Review

4 P’s and additional 3 P’s of e-marketing

Conventional o Product : Physical item or service that a company is selling

o Price : Amount the customer pays for the product

o Place : How the product/service gets to the customer,

sometimes called “place” referring to “where” a product/service is sold

o Promotion : Any means of spreading the word about the product

Additional

o People : Right person, trained well, motivated

o Process : Providing services to customers

o Publishing : Case studies, testimonials

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7 Cs of E-Marketing

Contract: The e-marketer’s first goal is to communicate a core promise for a truly distinctive value proposition appealing to the target customers. Content: It refers to whatever appears on the website itself and on hot linked websites. If chosen appropriately, it can increase both the rates at which browsers are converted into buyers and their transactions. Construction: The promises made by e-marketers are not unique to the Internet, but the medium’s interactive capabilities make it easier for them to deliver on their promises quickly, reliably, and rewardingly. In practice, this means that promises must be translated into specific interactive functions and Web design features collectively giving consumers a seamless experience. Such design features as one-click ordering and automated shopping help deliver the promise of convenience. Community: Through site-to-user and user-to-user forms of interactivity (such as chat rooms), e-marketers can develop a core of dedicated customers who become avid marketers of the site too.

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Concentration: Targeting through online behavioral profiling. Advertisers have known for some time that behavioral targeting is vastly superior to simple demographic targeting. Knowledge of a consumer’s past purchases interests, likes/dislikes, and behavior in general allows an advertiser to target an advertisement much more effectively Department stores have long kept track of consumers’ past purchases. They are thus able to project what other types of products a consumer might be interested in and then send an appropriate coupon or sale offer. Credit card companies are the ultimate gatherers of behavioral targeting information. They maintain vast databases of cardholders’ past transactions, and they sell lists of this data to advertisers. The same type of behavioral model is forming on the Internet. Publishers and advertisement networks monitor the items that a consumer has expressed interest in or purchased on a site (or network of sites) in the past and target advertisements based on this information. Convergence: We will soon enter the next round of the E-marketing battle as broadband reaches the masses. The Internet will become more ubiquitous and wireless; televisions will become more interactive; video/data/voice appliances will converge; brand advertising and direct marketing practices will integrate; domestic brands, commerce and marketing will become even more global; and big marketing spenders will spend more money online. Many companies that are well positioned today will need to continue to evolve to take advantage of the opportunities. The success of Internet advertising companies will largely be driven by how they maneuver among the coming developments. Rich media, brought on by broadband, will allow advertisers much greater creativity by bringing in new types of advertising to the Internet, as well as enhancing some of the more

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traditional forms. Broadband technology will allow the convergence of television and the Internet. Dubbed “interactive TV,” in its simplest form, will consist of a television with some interactive capabilities. Basically, a user will see a television screen that is three-quarters traditional television, but with a frame that has Internet capabilities. This frame will allow users to access up-to-the-minute sports scores or news on the Web, for example. More importantly for E- marketers, it would allow viewers to immediately leap to the website of an advertiser whose ad was being shown. The user could find out more information or order the product right there.

Commerce: The last emerging fundamental of e-marketing is commerce, whether it includes offering goods and services directly, or marketing those of another company for a fee, thus helping to cover the fixed costs of site operations and to offset customer acquisition costs. To be successful on the Internet, e-marketers will have to do more than reproduce their off-line business models on line because these business models work only at considerable scale. Interestingly, It is possible for online marketers to be profitable even at lower sales volume if they exploit efficiencies in e-Marketing and synergies with the off-line business, with examples as follows.

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Internet Marketing Strategies: Three Step Formula [1]Developing Your Product

Your first step will be to develop a great product. You're probably thinking that's easier said than done, but it's really not. The absolute best product is one that you can develop yourself and deliver over the Internet. With today's technology, there is absolutely no reason why you can't create your own product. The knowledge you have within your own mind is extremely valuable. Everybody is good at something, has a special talent or some specialized knowledge. Use this knowledge to create a product. The key to developing a great product is exclusiveness. Your product should be unique and not be in competition with hundreds of other similar products. You must give your potential customers exactly what they want. Develop a high-quality product that fills a void to increase your chance of success. Another consideration of great importance is your target market. Keep in mind, the Internet is a global marketplace. Develop a product with a large geographic target and a wide appeal. A great product will fulfill a need or desire and provide instant gratification. Here are a few of the top sellers: • Software • Information • Private sites • Internet services Before you develop your product, do some research -- find out exactly what people want and develop your product accordingly.

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The most important consideration when developing your product is quality. Your product should not only deliver what you promise, but should go above and beyond the expected and over deliver. Your customers satisfaction is of the utmost importance.

[2] Developing Your Web Site

Once you've developed a great product, your next step will be to develop a great web site. Your web site must be specifically designed to sell your product. Everything within your web site should have one purpose -- getting your visitor to take action. Words are the most powerful marketing tool you have. The right words will turn your visitors into customers. The wrong words will cause them to click away and never return. Your words are the entire foundation of your business. Your product, your web site and your marketing strategies all depend upon your words. Fancy graphics don't make sales -- words do. Every word, sentence and headline should have one specific purpose -- to lead your potential customer to your order page. Write your web site copy as if you are talking to just one person. Identify a problem and validate that one visitor's need for a solution. Continue to write and explain why your product is the solution to their problem. Tell them exactly what your product will do for them -- why it will solve their problems and how. Pack your copy with benefits and more benefits. Write to persuade -- that's the bottom line. Here is some additional information on Search Engine Marketing.

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[3] Developing Your Marketing Strategies

Your marketing strategy is the final process of your plan. Your plan must include both short-term and long-term strategies in order to succeed. Short term marketing strategies are those that bring you a temporary boost in traffic. Although these techniques are very important to your over-all plan, they are only a temporary traffic source and must not be solely relied upon. Short term marketing strategies include: Purchasing Advertising • Participating in Forums • Search Engines • Etc. Long term marketing strategies are those that bring you a steady stream of targeted traffic over time. These strategies will continue to produce results even years down the road. Long term marketing strategies include: • Opt-in Lists • Blogging • Social Networking Sites • Social Bookmarking Sites • Giving Away Freebies • Article Marketing

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By creating and implementing a balanced marketing strategy, using both short-term and long-term strategies, you will drive a steady stream of targeted traffic to your web site.

If you use this simple formula when creating your Internet marketing strategy and excel at all three, you can literally

How to make the best e-marketing:- Get a good location

Give people what they want

Lure them in with enticing offers

Make shopping (browsers) a pleasure

Signpost things clearly. Give directions.

Sell more while they are in shop. 1:3

Keep in touch

Database is very important, grow it. Add, Delete, Modify and Maintain it. Quantify business from each contact

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2. Research Methodology

2.1Research objectives

To study how the satisfaction level at work affects the customer decision of being with organization.

To identify business opportunities in current scenario by

marketing using internet.

To identify how much students aware about Internet

To identify Marketing Strategies to be adopted for Hikepar League to launch a new business

Importance of detailed competitive analysis to develop future

business plan

To identify what type of advertisements actually students preferred

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2.2Research design

This project is done with the view of understanding the workings of advertising at “Hikepar League” of pre-impact of the advertisements on the targeted audiences.

The advertisement recall study method is adopted to understand the effectiveness of the advertisement which should be effective.

“A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure”

The study was conducted on the basis of list of respondents who were targeted for vehicle brand. From that customer preference were collected and were enable to cover almost all the leading brands. This was the research design for the project.

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2.3 Method of data collection Primary Data:

The study mainly depends on primary data. Questionnaire

method will used to collect data. Questionnaire Method: A questionnaire was distributed to number of

employees belonging to two different branches of the organization. They were requested to fill up the form & return it. Data was collected from these received forms.

PRIMARY DATA By Survey:

This method implies the collection of information by asking or filling survey form from students. The information obtained relates to what is currently happening and is not complicated by either the past behavior or future intentions or attitudes of respondents.

Sample Space:-

The total sample space for my questionnaire part was 10 Data Collected from the college students of Diploma Engineering of MS University.

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3.Data analysis & Interpretation

Awareness about Internet

Reasons to use Internet

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Ad preference to see

From data collected we can analyzed that advertisement given on TV and Newspaper is suitable for promotion when you are launching a new project or business plan. “Hikepar League” is going to introduce a new online competition for college students, so from above graph we can see students use internet mostly for mail, chatting and social networking sites, so it is better to make aware them on mail or social networking sites. And there is a little awareness for using internet in students so it will be less profitable for this company till one to two year to grow at hike.

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4.Limitations of the study There are several limitations with the study.

The sample size use is only from one college students to draw out a concrete conclusion

The time devoted to complete the research was not enough.

As with any descriptive research, the findings of this study are to be accepted with several limitations. Since limitations of a study can be viewed as directions for future research in the field, it is pertinent to list limitations and future research opportunities simultaneously.

Promotional strategy which is discussed more focus on online

advertising and viral marketing, but it may possible that though company running by website only, print media or TV is effective way for marketing.

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5.Benefits of Study By studying this project each can have a deep knowledge about

what are major factors needs to consider when we start online business.

The language used is easy to understand and deeply described each and every concept.

A new era of marketing online is now easily understandable after reading this project.

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6.Future Prospects Various promotional strategies such as participating in the

exhibitions, contests, etc. can be adopted.

More emphasis can be given to Television advertisements with respect to online advertisements

Bandwidth increases enabling more powerful applications and real time communications.

More integrated technologies (TV, PCs, mobile based technologies) making the internet more interesting and more accessible.

Awareness about internet is very little, so if such activity can be done so students automatically attracts towards internet then this business can easily grow to top level in near future.

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7.Conclusion From this Project I discussed, I can say that today’s era

pure Internet addicted world going to increase day by day, so by catching this opportunity e-Marketing is very developing in all nations gradually. It breaks down logistical barriers, offers greater flexibility, shrinks time and cost, simplifies complex business processes, opens up new markets

The most important aspect for me is marketing of the business on internet; if this is carried out effectively no one can stop you from earning maximum. The other thing is that we reached to the customer expectation in regarding to the product quality, service, price, and the main is to increase knowledge with the help of online study material, so the clients of company are going to increase, the marketing dept performing good role with all the clients.

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8.Contribution & Learning from Project

This is my Project through which I can give my own ability and creativity for building any kind of business plan. I worked to build “Hikepar league” a new venture first time in India. I have given idea about what type of quality services customers really needs, which are not properly served by others. I have contributed by giving survey report before launching the plan, so company can have idea about how much ahead they can go.

This project has learnt me a lot about a real marketing under guidance of corporate leaders. I have learnt how to deal with others, how to promote offers, & company also. I have learnt new strategies of marketing and building Brand image.

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9.Bibliography

Websites

www.google.com www.doubleclick.com

www.emarketing.com

Magazines & books

1- Google e-book “e-marketing strategy”

2- Business world

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10. Annexure Survey Questions Note: This questionnaire is for the purpose of data collection for the college

project for summer training Project in M.B.A.

(1) How much you aware about Internet?

o Fully o Better o Moderate o Little o None

(2) How many times you use internet in a month?

o Daily o Weekly o 15 days o Monthly

(3) For which reason you surf Internet mostly?

o Entertainment o Informative o E-Mail / Social Networking sites / Chatting o Soft wares o Not Applicable

(4) Have you taken part in any competitive exam?

(a) Yes (b) No

(5) Have you given any online exam? (a) Yes (b) No

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(6) How much you use Internet for your study?

o Less than 25% o Around 25% to 50% o Around 51% to 75% o Around 76% to 100%

(7) Which Ad you prefer mostly to see?

o Newspaper o Radio o TV o Internet

(8) On Internet which ad attracts you?

o Text Ad o Pop Up Ad o Flash Ad o Banner Ad o Not Applicable

(9) Which one type of study material will you choose if you are given

both?

(a) Books (b) Online material

(10)Any one talent OR skill you find in you? (a)____________________ (b) Not Applicable

Thank You..!