MARKETING STRATEGIES OF “JABONG.COM” is an Indian Online fashion & Apparel store funded by Germany based incubator Rocket Internet. deals with apparels, footwear, jewellery, beauty products, Fragrances, Home Accessories and a few other varieties of products. Jabong offers express delivery with multiple methods for payment including credit/debit card, net banking and cash on delivery. The cash on delivery payment model is very significant in India, as people would like to see the product before making a purchase. Jabong has a well-maintained warehouse in approx. 1 lakh sq. feet area. The store at present has over 200 brands and 20,000 products and office

Jabong has spent a fortune in advertising not just on television, but also on the internet, through many ad networks, Google being the most notable. COD (Cash on Delivery) payment option, which has become an industry standard these days and free shipping. Upon registration, Jabong gave coupons worth Rs. 2000/-, which could use in four installments of Rs. 500/- each, on transactions of Rs. 1500/- each. Jabong scores a second time, for clever promotions, which give them good business, while also rewarding customers for shopping, thereby make them loyal. It is the second transaction that makes write this. Upon receiving the coupons, people were induced to buy and redeem the coupon, like any consumer would. Jabong scores another one here. They confirm every COD order before dispatching the merchandise. Clever move by the company, operating in an industry which is plagued by stagnant inventory ordered with COD, but not met with payment upon delivery. The retail company is taking its social media presence seriously, like any other touch point, and puts customer service as not just a priority, but a necessity. PUSH & PULL STRATEGY

Pull marketing takes less effort and is less expensive than more traditional marketing techniques. you’re likely to pull them in and turn them into buyers. thus helping pull them into your company.MARKETING STRATEGIES OF “JABONG. Jabong marketing strategies that are considered pull marketing methods: Blogging – As a blogger I might be a bit bias. When they see your special deal. It also takes advantage of the growing social media and search engine marketing popularity. People sign up for your newsletters. Examples of pull tactics     Advertising and mass media promotion Word of mouth referrals Customer relationship management Sales promotions and discounts Pull marketing is a newer concept and it has caught the attention of many and for good reason. Email Newsletters – This is a great type of pull marketing because you can put special deals in your newsletters without forcing them in someone’s face. You aren’t forcing anyone to see your promotions when on social media because if they want to see more. This is another great way to increase the visibility of your brand and offer deals to people who want to see them.COM” PULL MARKETING (Getting the customer to come to you) It is a method of advertising used by Jabong to try and get consumers to find the company on their own. they have to go to your page and click. Speaking Engagements – This is a great time for a company to really promote its brand and show off the type of value the company can bring to those listening. This would mean that a company has offered a valuable product and created enough social media visibility to become something that a person wants all on his/her own. Social Media – Any type of social media marketing would be considered pull marketing. It’s a way to pull people in without having to actually call them or bother them to listen to your messages. One of the most popular ways to do this is by offering a ―20% off‖ type-deal or special promotion. Pay Per Click Advertising . The idea is that people will find your company because your company was able to build a successful brand. but I directly see the affects that blogging can have on a company. so it is there choice whether or not to receive these emails. Blogging is a great way to let a large audience know that your company knows what it’s talking about (provided you have a good writer).

its way in front of users without the user initiating the request. promoting a new product or service. Mobile ads – Target ads at users who are within a certain mile radius of baseball stadiums. Push marketing is great for generating brand awareness. E-mail campaigns – Build an email list and distribute product information and promotions such as spring-training discount offers. or delivering a time-sensitive message.COM” PUSH MARKETING (Taking the product to the customer) Jabong initially uses a Push strategy.MARKETING STRATEGIES OF “JABONG. or who are searching for baseball-related phrase from their mobile phone. . Jabong marketing strategies that are considered push marketing methods: Display advertising – Run display ads and video ads on relevant websites such as sports blogs and sports news websites.

which is an implementation of the Sun Microsystems's JavaServer Pages 2. these two web servers are not bundled together.COM” TOMCAT SERVER Tomcat server is a web application server from the Apache Software Foundation that executes Java servlets and renders Web pages that include Java Server Page coding. although they are frequently used together as part of a server application stack. Jasper is Tomcat's JSP Engine. formerly also Jakarta Tomcat) is an open source web server and servlet container developed by the Apache Software Foundation (ASF). Apache Tomcat includes tools for configuration and management. Tomcat implements the Java Servlet and the JavaServer Pages (JSP) specifications from Oracle Corporation. Jasper detects changes to JSP files and recompiles them.x was released with Catalina. Tomcat 5. Tomcat can be used as either a standalone product with its own internal Web server or together with other Web servers. .0 specification. Apache Tomcat (or simply Tomcat.x uses Jasper 2. Different implementations of Realm allow Catalina to be integrated into environments where such authentication information is already being created and maintained. and then use that information to implement Container Managed Security as described in the Servlet Specification. a Realm element represents a "database" of usernames.MARKETING STRATEGIES OF “JABONG. In Tomcat. Tomcat requires a Java Runtime Enterprise Environment that conforms to JRE 1. Coyote (An HTTP connector) Coyote is Tomcat's HTTP Connector component that supports the HTTP 1. Catalina implements Sun Microsystem’s specifications for servlet and JavaServer Pages (JSP).1 protocol for the web server or application container. At runtime. Coyote and Jasper Catalina (A servlet container) Catalina is Tomcat's servlet container.1 or later. but can also be configured by editing XML configuration files. Tomcat is not the same as the Apache web server. Jasper parses JSP files to compile them into Java code as servlets (that can be handled by Catalina). passwords. and provides a "pure Java" HTTP web server environment for Java code to run. and roles (similar to Unix groups) assigned to those users. Coyote listens for incoming connections on a specific TCP port on the server and forwards the request to the Tomcat Engine to process the request and send back a response to the requesting client. which is a C implementation of a HTTP web server. Jasper (A JSP engine). Tomcat 4.

   With the release of Tomcat 7. are available for Microsoft Windows and Unix for platform integration . Native wrappers.1 through 1.x.Pages can be inserted and included into a JSP at runtime. Tomcat feature supports to respond to user requests to handle operations of web applications. The older JSP servlet is deleted once the new JSP servlet has finished being recompiled.2 specifications. It is used for Load balancing that can be achieved through many techniques.0 and JSP 2. known as "Tomcat Native". Background JSP compilation . The JSP will not only be recompiled with JSP file changes but also with included page changes. important features were added:  JSP Tag library pooling . performance and scalability. the older version is still available for server requests.x implements the Servlet 3.0 Tomcat 7.While recompiling modified JSP Java code. High availability feature is added which is helpful for preplanned schedule of system performance on-demand basis by user.6. High availability In tomcat. Versions 5 through 6 saw improvements in garbage collection. It also tries to manage session as well as applications across the network. Web Application It has also added user as well as system based web applications enhancement to add support for deployment across the variety of environments.MARKETING STRATEGIES OF “JABONG. Clustering support currently requires the JDK version 1.5. although previous versions have run on Java 1. it has added 3 new components: Cluster This component has been added to manage large applications. Features of Tomcat 7. Recompile JSP when included page changes .Jasper 2 can use the Eclipse JDT (Java Development Tools) Java compiler instead of Ant and javac. JSP parsing.5 or later. JDT Java compiler .COM” From Jasper to Jasper 2.Each tag markup in JSP file is handled by a tag handler class. It requires Java version 1. Tag handler class objects can be pooled and reused in the whole JSP servlet.

Tomcat 7 will allow developers to ignore this somewhat controversial limitation if they wish. Annotation Support Tomcat 7 also includes Servlet 3. but Servlet 3. offering developers a way to configure filters.0's new annotation support. improving portability between containers. eliminating the need to add library-specific configuration entries to application's web.0-related feature is Tomcat 7 dynamic configuration functionality. Classes and servlets can be quickly defined by annotating the class. so libraries can use an embedded web.0 specification. . listeners. There was async programming in Tomcat 6.MARKETING STRATEGIES OF “JABONG. Dynamic Configuration Another Servlet3. and servlets using declarative style programming. More Servlet 3. which makes development faster and eliminates the need for deployment descriptors. at the expense of portability.0 support offers developers a standard interface.0's asynchronous support has been fully implemented in TC 7.xml files. improved session tracking and SSL session ID tracking for increased security.xml fragment for configuration. Also included is a brand new file upload functionality. Extended Servlet API An extension of the Servlet API enables the programmatic addition of Filters and Servlets when an application starts.0 Features Other features that developers will appreciate include the use of generics.COM” Asynchronous Support Servlet 3. Although access to this API while running an application is prohibited in the Servlet 3. Tomcat 7 provides support for web fragments. which will allow developers to upload additional libraries as needed.

There are also now separate roles for script-based.x codebase responsible for some of these errors have long been fixed.MARKETING STRATEGIES OF “JABONG. so that logging operations do not cause any latency in processing threads. hasslefree reality. . The asynchronous handler allows Tomcat to write logs to disk in a dedicated thread. web-based. which makes life much easier for IT admins. developers still had trouble eliminating memory leaks caused by their own applications. Utilizing this new API. The single line formatter writes logs in a single line. and status page access.x/5. Memory Leak Detection/Prevention Although the bugs in Tomcat's 4. usually manifesting as an OutOfMemoryError for the Permanent Generation. so that shared assets can be centrally distributed across a wide array of web applications. for more specific access control. Tomcat 7 also includes blocking to prevent tampering with the Session ID (sometimes called session fixation attacks). this is hugely powerful. Improved Logging Tomcat 7 includes two improvements to its logging system: a single line log formatter to make log files easier to read and an asynchronous file handler. by splitting privileges into multiple roles. JMX proxy. In today’s deployment architectures. Aliases This new feature allows inclusion of external file systems or Web Application Archive content within an application.COM” ADVANTAGES OF TOMCAT 7 Simplified Embedding Tomcat 7 includes an API that makes embeddable Tomcat applications a simple.1. Improved Security The Manager and host-manager applications have been made more secure. such as images or JavaScript directories. developers only need a few lines of code to get Tomcat running within their applications. Tomcat users have historically had problems withmemory leaks when reloading web applications throughout the existence of the project.5.

Suddenly. the application ―just worked‖ once I got it deployed and in the second case. I needed to do some recoding because of the use of Hibernate. but my first impressions are that the applications are at least as stable and just a touch faster.MARKETING STRATEGIES OF “JABONG. One of the applications—that happens to be well instrumented— runs about 8% faster with Tomcat 7. but I never really figured out why. Deployment This is one of the bigger changes in administration.COM” BENEFITS OF TOMCAT SERVER 7 OS-Environment I ran the Tomcat 7 upgrades on RHEL 5 and Java 6. . In the last case. because the most commonly used deployment—context descriptors contained in WAR files were extracted and deployed into the containing Host's xmlBase— is no longer the default behavior Application Behavior Porting these three applications to Tomcat 7 was pretty straightforward. I needed to do some tweaking of the configuration. This should improve management security. so it may have been pilot error. In the first case. it just worked. I haven’t ported any Spring Based applications Application Performance/Reliability I’ve not done any stress testing yet. I had some difficulty building Tomcat 7. Tomcat Manager I really prefer the commercial management products Each now also has a specific Manager Role associated with it and host manager has likewise been split into multiple roles.

Apache Tomcat Server 7 needs Java SE 6 or further version. Apache Tomcat Server 6 is slightly slower when compared to Apache Tomcat Server 7 in starting as well as running web applications.2 API is bundled with Apache Tomcat Server 7.0 APACHE TOMCAT SERVER 7 The latest sub version of Apache Tomcat Server 7 is Apache Tomcat Server 7. not available in Apache Tomcat Server 6. Apache Tomcat Server 7 can be started quickly and it loads and runs web applications in a faster way.1. It depends configurability through newly added container upon web applications to resolve the configurability components such as AddDefaultCharsetFilter and problems. ExpiresFilter. Apache Tomcat Server 7 supports the third Language 2.0.0 & Tomcat 7. Apache Tomcat Server 7 provides improved Since Apache Tomcat Server 6 does not support Servlet 3. Apache Tomcat Server 6 does not provide tomcatapi.0. security related feature that is available in Apache The security enhancements introduced in Apache Tomcat Server 7 is Cross Site Request Forgery Tomcat Server 7 including CSRF Prevention Filter is (CSRF) Prevention Filter. 6 was Apache Tomcat 6 needs JRE 5. JSP 2. JSP 2.0.jar party applications that require Servlet 3.35. Apache Tomcat Server 7 includes the Servlet 3.MARKETING STRATEGIES OF “JABONG.1 API is bundled with Apache Tomcat Server 6.5 API. Tomcat Server 7 supports Expression Apache Tomcat Server 7 supports Expression Apache Language 2.COM” Comparison between Tomcat 6. it does not support the third party applications that require Servlet 3. .2. Apache Tomcat Server 7 offers tomcat-api.0 or further version. Apache Tomcat Server 6 includes Servlet 2.0 API. Apache Tomcat Server 6 does not include AddDefaultCharsetFilter and ExpiresFilter.0.0 API. Apache Tomcat Server 7 code is modernized due to usage of generics in the necessary places. Apache Tomcat Server 6 code is not as modernized and cleaner as that of Apache Tomcat Server 7.25. APACHE TOMCAT SERVER 6 The last version of Apache Tomcat Server Tomcat 6.jar which contains interfaces that are shared by the Jasper and Catalina.


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