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viral marketing : pitfall or windfall

viral marketing : pitfall or windfall

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Published by Nair Mohita

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Published by: Nair Mohita on Sep 14, 2011
Copyright:Attribution Non-commercial


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A Contemporary Project ReportOnVIRAL MARKETING: PitfallOr Windfall
In Partial Fulfillment for The
Award of Degree of
Master of Business Administration
Submitted By: Submitted To:
Mohita Nair Prof. N. S. KOTHARIMBA Part 1 Faculty of Management
Geographical and political boundaries have always been a source of challenge formarketers trying to reach a diverse and dispersed target market. However revolutionary transformation in communication technology in the form of the Internet has solved thisproblem to a considerable extent. The world has become smaller and the barriers tocommunication have been vastly reduced. Tremendous marketing opportunities havearisen as a result of easier communication flow. A major solution has been the access to Word of Mouth or Viral Marketing. Referralsare always considered as most reliable by consumers. This is something for which we allare ready to lower our guards. And people willingly talk about the product or servicethey have experienced personally. That is why it is said that people are the new media.Though we are quite accustomed to traditional marketing media, we still welcomerecommendations from friends and others, for making a decision about a particularbrand or product to be bought. PepsiCo is one company that began experimenting with viral marketing quite early in 1996. Viral marketing in simpler terms refer to marketing techniques that utilizes pre-existing social networks to create brand awareness or to accomplish marketing oriented goalsthrough self-reproducing viral procedures, corresponding to the extension of computer viruses.
To carry out this report I got the help from my faculties who have given full support tocarry out this project work. They are the one who motivated and helped me for thecompletion of this project report.Further, I would like to thank 
and their guidance that has fullsupported and co operated with me to carry out this project work. Then I would like tothank Ms. Savita Panwar and Ms. Gunjan Kotwani who has supported and motivated mefor the fulfillment of this project report.

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