MARKETING FOR A NEWLY LAUNCHED BRANCH OF

M/s. ONLIVEGLOBAL

A PROJECT REPORT

Submitted by

S.LAKSHMI NARAYANAN
REG. NO: 21108631044

In partial fulfillment for the award of the degree

of

MASTER OF BUSINESS ADMINISTRATION

IN

RAJALAKSHMI ENGINEERING COLLEGE

THANDALAM

ANNA UNIVERSITY, JULY 2009

RAJALAKSHMI ENGINEERING COLLEGE
Page 1
 Rajalakshmi Nagar, Thandalam, Chennai- 602105
(Affiliated to ANNA UNIVERSITY)

BONAFIDE CERTIFICATE

Certified that the project report “MARKETING FOR A NEWLY LAUNCHED BRANCH
OF M/s.ONLIVEGLOBAL” is the bonafide work of Mr. S.LAKSHMI NARAYANAN
(21108631044) who carried out the project work under my supervision. Certified further that to
the best of my knowledge the reported herein does not from part of any other project report or
dissertation on the basis of which a degree or award was conferred on an earlier occasion on this
or any other candidate.

Prof.Dr.C.B.RAGOTHAMAN Prof. T.C. THOMAS, M.Com., M.B.A., M.Phil

Internal Guide HEAD OF THE DEPARTMENT
Dept. of Management Studies Dept. of Management Studies
Rajalakshmi Engineering College Rajalakshmi Engineering College
Thandalam Thandalam
Chennai- 602105 Chennai- 602105

Page 2
 BONAFIDE CERTIFICATE

Certified that the project report titles “MARKETING FOR A NEWLY LAUNCHED

BRANCH OF M/s. ONLIVEGLOBAL” is a benefited

project work of
Mr. S.LAKSHMI NARAYANAN, (Reg. No. 21108631044) who carried out research under
my supervision certified further, that to the best of my knowledge the work reported herein does
not form part of any other project report or dissertation on the basis of which a degree or award
was conferred on an earlier occasion on this or any other candidate.

Internal Guide

Prof.Dr.C.B.Ragothaman

Page 3
 DECLARATION

I, S.LAKSHMI NARAYANAN, Reg.No: 21108631044, a bonafide student of

DEPARTMENT OF MANAGEMENT STUDIES, RAJALAKSHMI ENGINEERING
COLLEGE, Thandalam would like to declare that the project titled “MARKETING FOR A
NEWLY LAUNCHED BRANCH OF M/s. ONLIVEGLOBAL”, Chennai in partial
fulfillment of M.B.A course of ANNA UNIVERSITY is my original work.

Place:

Date:

(S.LAKSHMI NARAYANAN)

ACKNOWLEDGEMENT

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My heart-felt gratitude to our beloved Director Mr. P. S. PANDIYAN B.Tech., MBA., B.L.,
IAS (Retd.) and Dynamic Dean Prof. S. SANKAR B.E., M.Tech., MBA (IIM C) for giving
me this wonderful opportunity.

I extend my thanks to Prof.Dr.C.B.RAGOTHAMAN for his precious advice and guidelines

regarding the project.

I thank my external guide Mr.SOORAJ KUMAR R (CMO of OLG) who kept pace and
enlightened me with their suggestions during the whole period of project and gave me good
training on Share Market.

I convey my heartiest thanks to my beloved Parents who helped me to complete this Herculean
task assigned to us, without them this book couldn’t have seen the light of the day. The light of
Spirit will always burn in us, because they nourished so mercifully.

I finally thank my Friends and others who helped me to complete this project in one-way of the
other.

515, 54th Cross, 3rd Block, Rajajinagar, Bangalore – 560 010.

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Ph.: +1-651-780-7524 (US) E-mail: info@onliveglobal.com

Date: 27/06/09

Dear Mr. Lakshmi Narayanan S,

Welcome to OnLiveGlobal.

I am pleased to offer you employment as a Summer Intern with OnLiveGlobal.

I am eager to have you as a part of our team. I foresee your potential skills as a valuable
contribution to our company and clients. Your appointment as a Summer Intern in our marketing
department will commence on 30th June, 2009 and ends by 28th July 2009. In this capacity, you
will be entitled to a monthly remuneration (gross compensation) of Rs 7,000/-.

Your internship offer with OnLiveGlobal is designed to give you a learning experience on two
different levels – domestic and international. As such, you will be working 5 days a week (Mon-
Fri) and your working hours and your responsibilities will be as follows:

09:00 Hrs – 14:00 Hrs (IST) – Domestic Business Development

18:30 Hrs – 22:30 Hrs (IST) – US Lead Generation and Business Development

You will be entitled to allowances and benefits as decided by the management, based on your
work-related expenses. You shall receive your payment on the last business day of every month
during your stay with OnLiveGlobal. Leave details and other company policies are available at
www.OnLiveGlobal.com in the employee back office. These policies are reviewed and posted on
the site from time to time by the management.

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Your positive reply to this appointment letter will confirm your acceptance of the terms and
conditions and that you would be joining OnLiveGlobal on the above given date.

I am looking forward to working with you.

Sincerely,

Sooraj Kumar R – CMO

OnLiveGlobal
Ph.: +91 98865 31 911
E-mail: sooraj@onliveglobal.com

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 515, 54th Cross, 3rd Block, Rajajinagar, Bangalore – 560 010.

Ph.: +1-651-780-7524 (US) E-mail: info@onliveglobal.com

Date: 13/08/09

TO WHOMSOEVER IT MAY CONCERN

This is to certify that Mr. Lakshmi Narayanan S has successfully completed his Summer
Internship Project in ‘Marketing For A Newly Launched Branch Of M/S. OnLiveGlobal’ under
my guidance.

The duration of his project was from 30.06.2009 to 27.07.2009.

I am pleased to inform you that as a summer intern with OnLiveGlobal, Mr. Lakshmi Narayanan
S has made valuable contributions in terms of formulating new marketing approaches in a short
time period. He was successfully able to clock decent revenues for the organization by
generating three new projects, an achievement appreciated across our industry.

Additionally, I’d like to inform you that Mr. Lakshmi Narayanan S is a person who is sober as
well as ambitious, and is therefore able to tackle even the most difficult situations at work while
maintaining his calm and professional demeanor.

Sincerely,

Sooraj Kumar R – CMO

OnLiveGlobal
Ph.: +91 98865 31 911
E-mail: sooraj@onliveglobal.com

CONTENTS
Page 8
Serial No. Table of Contents Page No.

1. INTRODUCTION
1.1 Marketing 11-14
1.2 Online Marketing 15-18
1.3 Company Profile 19-21
1.4 Product Profile 22-25
1.5 Scope & Objectives 26-27
1.6 Advantages & Limitations 28-29

2. TECHNIQUES ADAPTED 30-34

3. REVIEW OF LITERATURE 35-38

4. RESEARCH METHODOLOGY
3.1 Definition 40
3.2 Research Design 41

5. FINDINGS 43

6. SUGGESTIONS & RECOMMENDATIONS 44-45

7. CONCLUSION 46

8. BIBLIOGRAPHY 49

Page 9
Introduction

Page 10
Marketing

Page 11
Marketing:

Business has two major functions: Marketing and Innovation.

Marketing is defined by the American Marketing Association as the activity, set

of institutions, and processes for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners, and society at large. The term
developed from the original meaning which referred literally to going to market, as in
shopping, or going to a market to buy or sell goods or services.

The Chartered Institute of Marketing defines marketing as "The management

process responsible for identifying, anticipating and satisfying customer requirements
profitably."

Marketing practice tended to be seen as a creative industry in the past, which

included advertising, distribution and selling. However, because marketing makes
extensive use of social sciences, psychology, sociology, mathematics, economics,

Page 12
 anthropology and neuroscience, the profession is now widely recognized as a science,
allowing numerous universities to offer Master-of-Science (MSc.) programmes. The
overall process starts with marketing research and goes through market segmentation,
business planning and execution, ending with pre and post-sales promotional activities. It
is also related to many of the creative arts. The marketing literature is also infamous for
re-inventing itself and its vocabulary according to the times and the culture.

Seen from a systems point of view, sales process engineering views marketing as
a set of processes that are interconnected and interdependent with other functions, whose
methods can be improved using a variety of relatively new approaches.

Marketing Orientations:

Marketing orientations

An orientation, in the marketing context, relates to a perception or attitude a firm

holds towards its product or service, essentially concerning consumers and end-users.
There exist several common orientations:

Product orientation

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 A firm employing a product orientation is chiefly concerned with the quality of its
own product. A firm would also assume that as long as its product was of a high standard,
people would buy and consume the product.

This works most effectively when the firm has good insights about customers and
their needs and desires, as for example in the case of Sony Walkman or Apple iPod,
whether these derive from intuitions or research.

Sales orientation

A firm using a sales orientation focuses primarily on the selling/promotion of a

particular product, and not determining new consumer desires as such. Consequently, this
entails simply selling an already existing product, and using promotion techniques to
attain the highest sales possible.

Such an orientation may suit scenarios in which a firm holds dead stock, or
otherwise sells a good that is in high demand, with little likelihood of changes in
consumer tastes diminishing demand.

Customer orientation

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 A firm in the market economy survives by producing goods that persons are
willing and able to buy. Consequently, ascertaining consumer demand is vital for a firm's
future viability and even existence as a going concern.

Organizational orientation

All departments of a firm should be geared to satisfying consumer wants/needs.

Page 15
Online Marketing

Page 16
Internet marketing also referred to as i-marketing, web marketing, online marketing, or
eMarketing, is the marketing of products or services over the Internet.

The Internet has brought many unique benefits to marketing, one of which being
lower costs and greater capabilities for the distribution of information and media to a
global audience. The interactive nature of Internet marketing, both in terms of providing
instant response and eliciting responses, is a unique quality of the medium. Internet
marketing is sometimes considered to have a broader scope because it not only refers to
digital media such as the Internet, e-mail, and wireless media; however, Internet
marketing also includes management of digital customer data and electronic customer
relationship management (ECRM) systems.

Internet marketing ties together creative and technical aspects of the Internet,
including design, development, advertising, and sale.

Internet marketing also refers to the placement of media along different stages of
the customer engagement cycle through search engine marketing (SEM), search engine

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 optimization (SEO), banner ads on specific websites, e-mail marketing, and Web 2.0
strategies. In 2008 The New York Times working with comScore published an initial
estimate to quantify the user data collected by large Internet-based companies. Counting
four types of interactions with company websites in addition to the hits from
advertisements served from advertising networks, the authors found the potential for
collecting data upward of 2,500 times on average per user per month.

Business models:

Internet marketing is associated with several business models:

* e-commerce — goods are sold directly to consumers (B2C) or businesses (B2B),

* publishing — the sale of advertising,

* lead-based websites — an organization generates value by acquiring sales leads from

its website, and

* affiliate marketing — A 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 provide some marketing material ( sales letter, affiliate link, tracking facility).

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 There are many other business models based on the specific needs of each person
or business that launches an Internet marketing campaign.

One-to-one approach

The targeted user is typically browsing the Internet alone, so the marketing
messages can reach them personally. This approach is used in search marketing, where
the advertisements are based on search engine keywords entered by the user.

And now with the advent of Web 2.0 tools, many users can interconnect as
"peers."

Appeal to specific interests

Internet marketing and geo marketing places an emphasis on marketing that

appeals to a specific behavior or interest, rather than reaching out to a broadly-defined
demographic. "On- and Off-line" marketers typically segment their markets according to
age group, gender, geography, and other general factors. Marketers have the luxury of
targeting by activity and geolocation. For example, a kayak company can post
advertisements on kayaking and canoing websites with the full knowledge that the
audience has a related interest.

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 Internet marketing differs from magazine advertisements, where the goal is to
appeal to the projected demographic of the periodical. Because the advertiser has
knowledge of the target audience—people who engage in certain activities (e.g.,
uploading pictures, contributing to blogs) - the company does not rely on the expectation
that a certain group of people will be interested in its new product or service.

Geo targeting

Geo targeting (in internet marketing) and geo marketing are the methods of
determining the geolocation (the physical location) of a website visitor with geolocation
software, and delivering different content to that visitor based on his or her location, such
as country, region/state, city, metro code/zip code, organization, Internet Protocol (IP)
address, ISP or other criteria.

Different content by choice

A typical example for different content by choice in geo targeting is the FedEx
website at FedEx.com where users have the choice to select their country location first
and are then presented with different site or article content depending on their selection.

Automated different content

With automated different content in internet marketing and geomarketing the

delivery of different content based on the geographical geo-location and other personal
information is automated.

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Company Profile

Page 21
About OnLiveGlobal:

The company is launched in the month of June-2006, at Nasik. Since then the
company has served numerous clients worldwide. The company has bagged many long-
term clients who now turned out as company’s testimonials.

OnLiveGlobal, having staffs from all states in South India offers quality and cost
effective IT support services round the clock. Our specialization spans over technical
support, billing support, sales support, customer support, phone support and monitoring
service. OnLiveGlobal offers four main services with its respective divisions.

OLG offer Sales Support, Customer Support, Billing and Technical Support in
our Outsourced Support Wing. The major highlights of our support services are:

 Customized Solutions based on the requirements of our clients.

 Highly Experienced staff with excellent communication skills.

The company believes in the satisfaction of the clients and makes it as top priority
by offering guaranteed 100% work level. Whether you are a New Company or a
Established Company, OLG has plans for you.

The company launched its new branch in Bangalore, in order to capture local
market.

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 OnLiveGlobal provides Anonymous Support and your clients will never be able
to find out that you have outsourced your support needs.

OLG accepts Credit Cards and all the transactions are processed by PayPal Inc.,
which maintains highest security to keep your financial details secure.

Any company can enjoy bulk discounts with OLG, also its introductory offer.

The company offers its services regardless to the website you run online. For
example, OLG offers Live Support to an online shoe-mart, online shopping mall, and
numerous webhosting companies and so on.

Page 23
Page 24
Product Profile

Page 25
List of products of OnLiveGlobal:

OLG proudly calls its various services as their products. They offer products that are
feasible for almost all types of customers online.

Their major products are:

 Technical Support

 Customer Support

 Sales Support

 Billing Support

 Monitoring service

Under each service offered, there are plans for variety of customers. Following is the list
of plans available for various services.

Plans under Dedicated L1, L2 and L3 Technical Support

 Per Incident L1, L2 and L3 Technical Support – L1, L2 and L3 refer to

Level-1, Level-2 and Level-3 respectively. Here, level refers to the
seriousness of the call

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  Unlimited Incidents L1,L2 and L3 Technical Support – By opting this
plan, client has to pay a fixed amount every month and the OLG will pick
any number of technical calls

Plans under Customer Support

 Per Incident Customer Support – This refers to the number of calls that
OLG receive and the customer will be charged based on the number

 Unlimited Incidents Customer Support – This refers to a fixed amount that

the client has to pay every month and can enjoy unlimited calls picked by
the OnLiveGlobal

Plans under Sales Support

 Per Incident Sales Support – This is similar to the plan mentioned in

Technical and Customer Support

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  Unlimited Incidents Sales Support - This is similar to the plan mentioned
in Technical and Customer Support

Plans under Billing

 Per Incident Billing Support – This is similar to the plan mentioned in

Technical and Customer Support, except that here auditing for the number
of incidents will be done by the OLG and charges extra

Dedicated Staff

Under this plan OLG assigns a dedicated staff for your support needs, as per your
requirements. This again falls under various plans, but in simple this is totally customized
so that the customers can choose the timings and OnLiveGlobal schedules staffs based on
it.

Server Administration & Monitoring Support

Here, server administration for various webhosting clients will be taken

care by the OnLiveGlobal and they will be charged based on the hours and the problems
faced during monitoring.

Total Technical Care

Page 28
 This plan deals with the total backend support of any company will be
taken care by the OLG and it again is the customized service.

Page 29
Scope and Objectives

Page 30
Scope:

 Establishing the company in an entirely new location

 Introducing the new branch to the world of web

 Adapting new marketing strategies on the internet, so that enhancements

on those strategies can be done later, and can be implemented to other
branches as well

 Building the organization as leading in South India

Needs:

 Utilize the company’s reputation when there is scope

 Reduce the response time, by launching a new branch

Primary Objective:

Page 31
 To build the company as largest brand in South India, within a couple of years.

Secondary Objective:

To find out the various strategies that can be implemented and build various
techniques for the organizational development.

Page 32
Advantages & Limitations

Page 33
Advantages:

 Internet marketing is always inexpensive

 Marketing campaigns would reach wide audience

 The nature of the medium allows consumers to research and purchase products
and services at their own convenience

 Internet marketers also have the advantage of measuring statistics easily and
inexpensively

 Variety of methods can be used all at a time

 Internet marketing as of 2007 is growing faster than other types of media

Limitations:

 Internet marketing requires customers to use newer technologies rather than

traditional media

 Low-speed Internet connections

 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

Page 34
Techniques Adapted

Page 35
Marketing Techniques:

Following are the list of marketing techniques adapted, in order to establish the
new branch among existing customers and prospective.

 E-mail marketing

 Cold calling

 SEO

 Viral marketing

 Sales letters

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E-mail marketing

E-mail marketing is a form of direct marketing which uses electronic mail as a

means of communicating commercial or fundraising messages to an audience. In its
broadest sense, every e-mail sent to a potential or current customer could be considered
e-mail marketing. However, the term is usually used to refer to:

* sending e-mails with the purpose of enhancing the relationship of a merchant

with its current or previous customers and to encourage customer loyalty and repeat
business,

* sending e-mails with the purpose of acquiring new customers or convincing

current customers to purchase something immediately,

* adding advertisements to e-mails sent by other companies to their customers,

and

* sending e-mails over the Internet, as e-mail did and does exist outside the
Internet (e.g., network e-mail and FIDO).

Researchers estimate that United States firms alone spent US$400 million on e-
mail marketing in 2006.

Cold Calling

Cold calling is the process of approaching prospective customers or clients,

typically via telephone, who were not expecting such an interaction. The word "cold" is

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used because the person receiving the call is not expecting a call or has not specifically
asked to be contacted by a sales person.

Telemarketing is the other form of Cold calling, which is defined as,

Telemarketing (known as telesales in the UK and Ireland) is a method of direct

marketing in which a salesperson solicits to prospective customers to buy products or
services, either over the phone or through a subsequent face to face or Web conferencing
appointment scheduled during the call.

Telemarketing can also include recorded sales pitches programmed to be played

over the phone via automatic dialing. Telemarketing has come under fire in recent years,
being viewed as an annoyance by many.

SEO

Search engine optimization (SEO) is the process of improving the volume or

quality of traffic to a web site from search engines via "natural" ("organic" or
"algorithmic") search results. Typically, the earlier a site appears in the search results list,
the more visitors it will receive from the search engine. SEO may target different kinds of
search, including image search, local search, and industry-specific vertical search
engines. This gives a web site web presence.

As an Internet marketing strategy, SEO considers how search engines work and
what people search for. Optimizing a website primarily involves editing its content and

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HTML and associated coding to both increase its relevance to specific keywords and to
remove barriers to the indexing activities of search engines.

The acronym "SEO" can also refer to "search engine optimizers," a term adopted
by an industry of consultants who carry out optimization projects on behalf of clients, and
by employees who perform SEO services in-house. Search engine optimizers may offer
SEO as a stand-alone service or as a part of a broader marketing campaign. Because
effective SEO may require changes to the HTML source code of a site, SEO tactics may
be incorporated into web site development and design. The term "search engine friendly"
may be used to describe web site designs, menus, content management systems, images,
videos, shopping carts, and other elements that have been optimized for the purpose of
search engine exposure.

Another class of techniques, known as black hat SEO or Spamdexing, use

methods such as link farms, keyword stuffing and article spinning that degrade both the
relevance of search results and the user-experience of search engines. Search engines
look for sites that employ these techniques in order to remove them from their indices.

Viral Marketing

The buzzwords viral marketing and viral advertising refer to marketing techniques
that use pre-existing social networks to produce increases in brand awareness or to
achieve other marketing objectives (such as product sales) through self-replicating viral
processes, analogous to the spread of pathological and computer viruses. It can be word-
of-mouth delivered or enhanced by the network effects of the Internet. Viral promotions
may take the form of video clips, interactive Flash games, advergames, ebooks, brandable

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software, images, or even text messages. The basic form of viral marketing is not
infinitely sustainable.

The goal of marketers interested in creating successful viral marketing programs

is to identify individuals with high Social Networking Potential (SNP) and create Viral
Messages that appeal to this segment of the population and have a high probability of
being passed along.

The term "viral marketing" has also been used pejoratively to refer to stealth
marketing campaigns—the unscrupulous use of astroturfing on-line combined with under
market advertising in shopping centers to create the impression of spontaneous word of
mouth enthusiasm.

Sales Letters

A letter, which is written that to sell the goods or services. It is written in the way
of the reader to persuade that what you are trying to sell whom he needs. Some products
like books, magazines, rugs, furniture, clothing, medicines are directly sold to the
consumers by means of letters. The letters are sent to carefully selected consumers along
with illustrated circulars, reply cards, order forms and reply envelops. Instead of doing
the entire selling business by mail, sales letter are also written to solicit enquiries, which
are followed by further letters of information, telephone or personal call.

Many enquiries are unsought. Many enquiries are the result of sales letters and
advertisements in newspapers and magazines. In response to these enquiries, form letters
and printed material are sent by as a follow up. Letters may be used to arouse interest in

Page 40
customers so that they may visit the store to buy. Sales letter may be used to build up
goodwill by thanking customers for their patronage, extending the season's greetings
announcing new conveniences or services. They aim at cultivating relationships that lead
indirectly to sales.

Review of Literature

Page 41
Review of Literature:

INTERNET MARKETING: A LITERATURE REVIEW

Much of the academic literature concerning the Internet has been focused recently on trying to
discern who the customer really is and what that customer's buying habits are (Freiden,
Goldsmith, Takacs & Hofacker, 1998; Kingsley & Anderson, 1998). Weiber and Kollmann
(1998) provide a unique focus for this problem by suggesting that the Internet should be looked
at as two markets instead of one, and the two terms the authors suggest are "marketplace" and
"market space" and evaluate the significance of virtual value chains in opening up further
possibilities in the marketplace and market space. This work complements the in depth research
being conducted by Gould and Lerman who have built on the works of Firat and Venkatesh to
establish two essentially different views of the possible postmodern consumer.

The Internet as a medium for marketing communication

University essay from Luleå tekniska universitet/Industriell ekonomi och

samhällsvetenskap/Industrial marketing and e-commerce

The advent of the Internet has added various new dimensions to the marketing communication
efforts of organizations today. The purpose of this thesis is to provide a deeper understanding of
how the Internet is used as a medium for marketing communication. In order to reach this
purpose, research questions on the mix of online promotional tools as well as the stakeholders
targeted were stated. A literature review was conducted based on these research questions,
resulting in a conceptual framework used in obtaining empirical evidence. A qualitative, case
study mythology was used, relying primarily on interviews to collect data.

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The findings showed that the online communication tools such as online advertising and public
relations are the most important tools within the online toolbox. Furthermore, the way to
communicate with stakeholders onthe Internet is through intranets, extranets, Websites, E-mail
and Chat functions. The main functions of websites are to provide general information, provide
customer service and support, as well as improve communication with stakeholders.

Online sales promotions for products and services

University essay from Luleå tekniska universitet/Industriell ekonomi och

samhällsvetenskap/Industrial marketing and e-commerce

Promotion is one of the key of the four Ps in the marketing mix and as such has a key role to play
in market success. The Internet's potential to provide an efficient channel for marketing
communications is overwhelming. Many marketing communication researchers have realized
that this new medium would bring new opportunities for the marketing communication process
with its popularity as a medium to target consumers. An increase in the use of websites for
promotion of consumer products by organizations is expected.

Organizations encourage visits to their websites by the use of integrated marketing

communications. However, while advertisements are quite popular and a big business on the
Internet, sales promotions on the Internet have not caught up yet. The aim of this thesis is to
provide better understanding on the use of sales promotions for consumer products in an online
environment. In order to reach this purpose, research questions on the types of sales promotions
used online, as well as describing the environment in which they existed, were stated. Based on
these research questions, a review of the literature was conducted, resulting in a conceptual
framework. This framework became the guide for this study's data collection.

A qualitative approach was used, consisting of two case studies. Data was collected by
interacting with specific websites. The findings indicate that firms use 'games' as major type for
Page 43
online sales promotion of consumer products. In addition, firms also use advergames, contests,
and sweepstakes for online sales promotions. Sampling was found useful for digital products.
These firms take necessary aspects to make their websites effective. Studied firms use
presentation elements and contents that are essential for effective websites. Firms ensure
transactions security for online sales and provide playfulness in websites which make them more
effective. The findings support past research in that showing that, while firms use aspects to
make websites effective, they do not use many of sales promotion types for online promotions.
Overall, case studies show that firms have clear approach in adopting online sales promotions
and making their websites more effective.

Page 44
Research Methodology

Page 45
Research Methodology:

Methodology can be defined as:

1. "the analysis of the principles of methods, rules, and postulates employed by a

discipline";

2. "the systematic study of methods that are, can be, or have been applied within a
discipline"; or

3. "a particular procedure or set of procedures."

INTRODUCTION
A research cannot be conducted abrupt. Researcher has to proceed systematically in an
already planned direction with the help of a number of steps in sequences. To make the research
systemized the researcher has to adopt certain methods. The method adopted by researcher for
completing the project is called Research Methodology.

In other word, Research Methodology is simply the plan of action for a research which
explains in detail how data is to be collected, analyzed and interpreted. Data become information
only when a proper methodology is adopted. Thus we can say Methodology is a tool which
processes the data to reliable information. This chapter attempt to highlight the research
methodology adopted in this project.

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RESEARCH DESIGN
A research design is a arrangement of conduction’s for collection for analysis of data in a
manner that aims to combine relevance to the success of the research purpose with economy in
procedure. Fundamental to the success of any research project is the sound research design. A
research design is purely and simply the framework and for the study that guides the collection
and analysis of data. It is a blue print that is followed in completing a study.

TYPE OF RESEARCH PLAN

There are 3 basic type of research design

 Exploratory Research Design

 Descriptive Research Design
 Experimental Research Design

Since, this project involves direct marketing, there is no Research involved.

Page 47
Findings & Suggestions

Page 48
Competitions:

When carrying out the operations, following things were been found.

Competitions out on the online market. Top competitors are:

 Bobcares

 Hostech

Page 49
  Actsupport

There are a few free OnLiveSupport companies on the market. Following are the
findings on how to overcome them.

• Limited support

• No SLA (Service Level Agreement)

• More escalations

Page 50
Suggestions:

Following methods can be implemented in order to compete with the top players

on the field.

a. 3 Days Free Trial

b. 7 Days Money back

(OnLiveGlobal offers 7 Days No Issues Money back guarantee. They provide you
complete refund of your Unused Credit if you claim within 7 days of your initial
payment.)

c. Customized Plans

d. Price – Freeze guarantee

(OnLiveGlobal offers 'PRICE FREEZE GUARANTEE' for the plans that a company
choose when they sign up with OLG. Prices remain the same as those when a new company
signs up, during the contract period unless the requirements change.)

To gain more reputation:

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  Announce special offers

 Limited pricing offers

 Allotting free maintenance hours

Affiliate Plans:

By referring a new client, affiliates receive up to 10% commission on the amount their
referral pays us. The payment will be continuous as long as the referred client stays with us. In
order to avail the affiliate plan, the referred client must stay with us for at least a month.

Existing Affiliate Payrate:

 Total Sales Turnover of $1 ~ $ 5000 : 5%

 Total Sales Turnover of $5001 ~ $ 10000 : 7%

 Total Sales Turnover of $10001 ~ $ 25000 : 10%

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Conclusion

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Conclusion:

The organization is moving ahead towards its goals and can surely accomplish, by
implementing the strategies mentioned above. To make it more effective, they have to formulate
few more methods or a mixture of above said methods.

OLG has bright future, considering the climate of the market on current date.
They have potential to serve any number of clients, as they make arrangements as per the
requirements.

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Bibliography

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References:

Following are the list of websites that are used to build the strategies and learn
more about them.

 http://www.seo-guy.com

 http://www.wikipedia.org

 http://www.learnmarketing.net

 http://www.freemarketingzone.com

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