INTERNSHIP REPORT

Effective Strategies For
Promoting ERetailBox
Advertising and Promotions

Shobhit Rastogi 12 JUNE 2017 PGDM

INSTITUTE OF MANAGEMENT TECHNOLOGY, HYDERABAD
Effective Strategies for Promoting ERetailBox

INTERIM PROJECT REPORT
2017
Submitted for the partial fulfilment of the requirement
Of
POST GRADUATE DIPLOMA IN MANAGEMENT

SUBMITTED BY
Shobhit Rastogi
16A1HP107
(PGDM, Batch: 2016-18)

UNDER THE SUPERVISION OF
Faculty Guide: Dr. Sridhar Vaithianathan
Company Guide: Mr. Ram Kancharla

INSTITUTE OF MANAGEMENT TECHNOLOGY
HYDERABAD
12 JUNE 2017
COPYRIGHT NOTICE

Copyright © 2017 by Shobhit Rastogi. All rights reserved.

All rights reserved. So photocopying, rearranging, reproducing, or transmitting
in any form or by any means is strongly prohibited. No one is allowed to use this
report without permission of the copyright owner.

i
DECLARATION

I hereby declare that the project title reported entitle “Effective Strategies for
Promoting ERetailBox” submitted for the Post Graduation Diploma in
Management (PGDM) is my original work and the Project Report has not formed
on the basis for the award of any degree, diploma, or other similar titles.

Date: 12 June 2017 (Signature)
Place: Hyderabad Shobhit Rastogi
(PGDM, Batch: 2016-18)

ii
Forwarding Letter

Date: June 12, 2017
Dr. Sridhar Vaithianathan
Associate Professor
Department of Analytics
IMT Hyderabad

Subject: Submission of internship report.

Dear Sir,

It is indeed a great pleasure for me to be able to hand over the result of my
hardship of the Internship report on “Effective strategies for promoting
ERetailBox.”
As you will see, my report pointed out details about ERetailBox. Their mission,
goals, strategy and other functions of the company, SWOT analysis, Porter’s Five
Forces analysis, etc. I have gathered valuable information and personal
experience in the process of preparing this report.
As students of Institute of Management Technology, I am very pleased for having
this report. I have learnt a lot while preparing this report which will help me in
my practical life. I tried to give my hundred percent for making this report.
I therefore hope that you will find this plan worth reading. Please fell free for any
query or clarification that you would like me to explain. Hope you will appreciate
my hard work and excuse the minor errors.
Thanking you for your cooperation.

Sincerely yours,
Shobhit Rastogi
ID- 16A1HP107
PGDM
IMT Hyderabad

iii
TO WHOM IT MAY CONCERN

This is to certify that the project entitled “Effective Strategies for Promoting
ERetailBox” done by Mr. Shobhit Rastogi, 16A1HP107 (PGDM, Batch: 2016-
18) is an authentic work carried out by him at Institute of Management
Technology, Hyderabad under my guidance. The matter embodied in this project
work has not been submitted earlier for the award of any degree or diploma to the
best of my knowledge and belief.

Date: (Signature of guide)
Dr. Sridhar Vaithianathan
Associate Professor Analytics
IMT, Hyderabad

iv
PREFACE

The PGDM programme is well structured and integrated course of business
studies. The main objective of practical training at PGDM level is to develop skill
in student by supplement to the theoretical study of business management in
general. Industrial training helps to gain real life knowledge about the industrial
environment and business practices. The PGDM programme provides student
with a fundamental knowledge of business and organisational functions and
activities, as well as an exposure to strategic thinking of management.
In every professional course, training is an important factor. Faculty members
give us theoretical knowledge of various subjects in an institute but we are
practically exposed of such subjects when we get the training in the organisation.
It is only the training through which I come to know that what an industry is and
how it works. I learn various things being performed in the industry which would
in return help me in the future when I will enter into the practical field.
Training is an integral part of PGDM and each and every student has to undergo
the training for at least 14 weeks in a company and then prepare a project report
on the same after the completion of training.
During this training I got a lot of experience and came to know about the
management practices in real that how it differs from those of theoretical
knowledge and the practically in the real life.
In todays globalized world, where cutthroat competition is prevailing in the
market, theoretical knowledge is not sufficient. Besides this one need to have
practical knowledge, which would help an individual in his/her carrier and it is
true that “Experience is the best teacher”.

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ACKNOWLEDGEMENT

With immense pleasure, I would like to present this project report for Maple
Alliance Tech Solutions Pvt. Ltd.. It has been an enriching experience for me
to undergo my summer training at Maple Alliance Tech Solutions Pvt. Ltd.,
which would not have possible without the goodwill and support of the people
around. As a student of INSTITUTE OF MANAGEMENT TECHNOLOGY
(IMT), I would like to express my sincere thanks to all those who helped me
during my practical training program.
Words are insufficient to express my gratitude towards Mr. Ram Kancharla, the
CEO & Founder of Maple Alliance Tech Solutions Pvt. Ltd..
I extend my sincere thanks to Dr. Sridhar Vaithianathan, Associate Professor
Analytics, IMT Hyderabad. For having spared his valuable time with me and for
all the guidance given in executing the project as per requirements.
Last but not least, I would like to record my deepest sense of gratitude to my
friends for their support and constant encouragement.

Date: 12 June 2017 Shobhit Rastogi
Place: Hyderabad 16A1HP107
Duration: 14 weeks (PGDM, Batch 2016-18)

vi
TABLE OF CONTENT

ABSTRACT ............................................................................................................................................... x
1. Introduction ....................................................................................................................................... 1
1.1 Description of the organisation .................................................................................................. 1
1.2 Introduction of the Topic ........................................................................................................... 2
1.3 Scope of Study ............................................................................................................................. 3
1.3.1 To study the Industry & Market Environment ................................................................. 3
1.3.2 To study Market Competition ............................................................................................ 3
1.3.3 To study Customer ............................................................................................................... 3
2. Literature Review ............................................................................................................................. 4
2.1. Marketing Mix ........................................................................................................................... 4
2.1.1 The Promotion Mix of a company includes the following tools: ...................................... 4
2.1.2 Advantages and Disadvantages of each element of the promotional mix. ...................... 5
2.2 Push and Pull Strategies ............................................................................................................. 6
2.3 S.W.O.T. Analysis ....................................................................................................................... 7
2.4 Porter’s Five Forces .................................................................................................................... 8
3. Research Objective ......................................................................................................................... 10
4. Research Methodology ................................................................................................................... 10
4.1 Understand our Target Market ............................................................................................... 11
4.1.1 Identify your target market .............................................................................................. 11
4.1.2 Understand your target audience preferences ................................................................ 11
4.1.3 Match your target audience to the media channels they use.......................................... 11
4.2 Defining a promotional Goal.................................................................................................... 14
4.2.1 Determine what you want from your promotional strategy .......................................... 14
4.2.2 Work to carve out a market niche .................................................................................... 14
4.2.3 Define your business brand ............................................................................................... 14
4.3 Getting the word out ................................................................................................................. 14
4.3.1 Asses your promotional budget ........................................................................................ 14
4.3.2 Think about the timing of your promotion ...................................................................... 15
4.3.3 Purchase targeted advertising........................................................................................... 15
4.3.4 Consider low cost media .................................................................................................... 15
4.4 Data Collection .......................................................................................................................... 16
5. Data Analysis and Findings............................................................................................................ 17
5.1 Data Analysis ............................................................................................................................. 17

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5.2 Inferences ................................................................................................................................... 30
5.3 Limitation of study .................................................................................................................... 30
6. Recommendation and Conclusion ................................................................................................. 31
6.1 Recommendation....................................................................................................................... 31
6.2 Conclusion ................................................................................................................................. 31
7 Questionnaire ................................................................................................................................... 32
8 References ......................................................................................................................................... 34

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LIST OF ILLUSTRATION

Figure 1 Porter's Five Forces ................................................................................................................... 8
Figure 2 Indian ad spending to grow 10% in 2017 ................................................................................ 12
Figure 3 Growth of Internet Usage ....................................................................................................... 13
Figure 4 Respondents' classification according to sex. ......................................................................... 17
Figure 5 Respondents' Age Group. ....................................................................................................... 18
Figure 6 Classification according to occupation. .................................................................................. 19
Figure 7 Advertisement influences to try new product. ....................................................................... 20
Figure 8 Tried product based on advertisement. ................................................................................. 21
Figure 9 Most influential method. ........................................................................................................ 22
Figure 10 Impact of advertisement lasts. ............................................................................................. 23
Figure 11 Influential kind of ads............................................................................................................ 24
Figure 12 Types of Ads creating greater impact. .................................................................................. 25
Figure 13 Most influential types of advertisement. ............................................................................. 26
Figure 14 Good timing for advertisement. ........................................................................................... 27
Figure 15 Most influential online advertisement. ................................................................................ 28
Figure 16 More times advertisement viewed the more influential it was. .......................................... 29

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ABSTRACT

The project “Effective Strategies for Promoting ERetailBox” is prepared under
the guideline of Dr. Sridhar Vaithianathan, Associate Professor Analytics, IMT
Hyderabad. This project report provides a bunch of knowledge about the effective
strategies for promotion a newly launch product or service from the customers &
customer point of view. As well, it also provides a detailed knowledge about the
Marketing Methods of Local Search Engine towards different sections in which
it deals.
The report also provides the details about the history of promotion & current
promotion scenario. There is a plenty of data analysis and conclusions are given
in the project.
This project was undertaken with the Maple Alliance Tech Solutions Pvt. Ltd.. It
also looked into the factor of doing Internet Marketing. The study was conducted
as Maple Alliance Tech Solutions Pvt. Ltd..
Here, through my report I have tried to study the environment in which
ERetailBox operate. I have also analysed the ERetailBox services and of the
competition involved in the market. I have also studied the various promoting
strategies adopted by the competitor to achieve its goals and the structure and the
culture developed within Local Search Engine to support its objectives. In
addition, an effort has been made to project ERetailbox future prospects.

x
1. Introduction

1.1 Description of the organisation
ERetailBox is a consumer and location centric platform. The company started
offering local search services in February 2017 by Mr Ram Kancharla under
the ERetailBox brand, which is a product of Maple Alliance Tech Solution. It
brings all the Businesses, Services, Government and other useful information for
users to find them quickly personalize the data and enhance their experience.
ERetailBox is a provider of local search related services. It provides search
services with information and user reviews for a variety of categories such as
movies, restaurants, hotels, doctors, electronics, clubs, hospitals, education
institutions, taxis, travel agencies, pharmacy, ATMs, beauty and spa, and
bookstores, among others. Its search engine covers Hyderabad in India.
Its search service bridges the gap between users and businesses by helping users
find relevant providers of products and services quickly while helping businesses
listed in its database to market their offerings. Its search service is particularly
relevant to SMEs (small and medium enterprises) which currently do not have
many other cost effective options to access and advertise to such a large number
of potential consumers.
It empowers the business owners with all the necessary tools and services and
allow them to be competitive with the current market trends.
• Promotions (Multiple Campaigns)
• Vouchers (Gift , Cash and Discount )
• Products, Services, Amenities and many other – Catering to all the
domains.
It provides comprehensive updated information on all the B2B and B2C products
and services.
ERetailBox search service is available to users across multiple platforms, such as
Web, Android App and IOS App.

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1.2 Introduction of the Topic
Effective Strategies for promoting ERetailBox are the means of attracting new
and retaining existing customers. Organizations chalk out various strategies from
time to time to grab greater market share which in turn leads to profit which is
the whole sole aim of the companies. The study was conducted for ERetailBox.
The present day organizations use a variety of strategies to attract the customers
and thereby retain their market position. Most of the companies use a blend of
promotional mix which can include advertisements, public relations, sales
promotions, internet marketing etc. For deciding the right promotional strategy,
the correct medium must be chosen so that the target market can be reached in
the best possible way. Therefore the company must give importance while
deciding upon the medium of promotion because they can have a large impact
over firm's future. Marketing is a crucial activity for a business because it has the
capability to enhance as well as ruin it. A well-designed and well-structured
marketing campaign could explain about the product or service of the company
as well as the customer benefits from it in the most suitable way. But selecting
the most suitable promotional strategy is a difficult and critical task. Mostly
companies use a mix of strategies on the basis of their purpose, price, and several
other factors. The journey is not so easy as there are big giants in the market like
Justdial, Asklaila, Askme, Sulekha, etc.
The purpose of this research was to have practical experience of working in the
field of research and to have exposure to the important management practices in
field of research.
While writing this report the language has been keep simple and the entire
discussion has been logical and has coherent outlines. The main motto of the
project work was Market Research to identify the effective strategies for
promoting ERetailBox. It includes through Business Research in various
procedures of ERetailBox and in detail consumer responses analysis, by
surveying number of consumers.

2
1.3 Scope of Study
1.3.1 To study the Industry & Market Environment
Research into industry and market factors will focus on information about any
political, legal, economic, social and cultural issues or trends that can affect your
business. You can then use this external research to gather information about the
composition of your target market, gaps in the market, new market trends and
where new market opportunities might lie. Industry and market environment
research cover:
 Business regulations
 Market demographics (e.g. age, gender, income)
 Market size and trends
 Marketing channels
 Sociographics (e.g. beliefs and attitudes, interests, lifestyle factors).

1.3.2 To study Market Competition

Competitor Research will gather information about existing and potential
competitors. You can use your competitor research to gather information such as
your competitor's current market advantages, weaknesses in their promotional
strategies, and how their customers view their products and service. Competitor
research cover:
 Pricing structures
 Products and services
 Marketing, advertising and branding.

1.3.3 To study Customer

Customer Research is done to gather information on who your customers or
potential customers are and what, when, where and how they buy. Customer
research can also give valuable insights into customer attitudes towards your
business and your products and services. Customer research cover:
 Customer demographics (e.g. age, gender, income)
 Social and lifestyle trends
 Needs and expectations
 Attitudes towards you and your competitors.

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2. Literature Review

2.1. Marketing Mix
Marketing mix is the set of marketing tools that a firm uses to pursue its marketing
objectives in the target market. McCarthy has popularized a four-factor
classification of marketing tools known as the 4P’s of the marketing mix. They
are:
1. Product: Product stands for the firm’s tangible offer to the market, including
theproductquality, design, features, branding and packing. It deals with new pro
ductdevelopment, product life cycle, product mix, product lines, branding andas
sociated services to a product. From the customer’s point of view, it helps in
satisfying the customer needs and wants.
2. Price: Price is the monetary value of the product. Price deals with selecting the
pricing objectives, setting the price, discounts, allowances, payment policies and
credit terms. It is very important to the customers as it decides the cost the
customer has to pay to gain the product value.
3. Place: This marketing tool stands for the various activities the company
undertakes to make the product accessible and available to the customer. It
involves market size, channel selection and management, storage and physical
distribution with the ultimate purpose of efficiently supplying the company’s
offer to the target market. To the customer, this marketing tool refers to
convenience.
4. Promotion: Promotion stands for various activities the company undertakes to
communicate and promote its products to the target market. It involves
communication programs i.e. direct marketing, advertisement, sales promotions,
public relations and motivation of sales force. To the customers this tool provides
knowledge and information
2.1.1 The Promotion Mix of a company includes the following tools:
 Advertising: It is any paid form of non-personal presentation and
promotion of ideas, goods or services by an identified sponsor.
 Direct Marketing: It refers to the use of mail, telephone and other non-
personal contact tools to communicate with or solicit a response from
specific customer and prospects.
 Personal Selling: Face to face interaction with one or more prospective
purchasers for the purpose of making a sale refers to personal selling.

4
 Public Relations and Publicity: It refers to the variety of programs
designed to promote and or protect a company’s image or its individual
products.
 Sales Promotions: The short-term incentive to encourage trial or purchase
of a product or service refers to sales promotion. Whereas advertising
offers a reason to buy, sales promotion offers an incentive to buy. Since
sales promotion directly push-up the sales, increasing number of
companies are undertaking sales promotion activities.

2.1.2 Advantages and Disadvantages of each element of the promotional
mix.
Mix Element Advantages Disadvantages
Advertising Good for building awareness. Impersonal - cannot answer all
Effective at reaching a wide a customer's questions.
audience. Not good at getting customers
Repetition of main brand and to make a final purchasing
product positioning helps build decision.
customer trust.
Personal Highly interactive - lots of Costly - employing a sales
Selling communication between the force has many hidden costs in
buyer and seller. addition to wages.
Excellent for communicating Not suitable if there are
complex /detailed product thousands of important buyers.
information and features.
Relationships can be built up -
important if closing the sale
make take a long time.
Public Often seen as more "credible" Risk of losing control - cannot
Relations – since the message seems to always control what other
be coming from a third party people write or say about your
(e.g. magazine, newspaper). product.
Cheap way of reaching many
customers- if the publicity is
achieved through the right
media.
Sales Can stimulate quick increases If used over the long-term,
Promotion in sales by targeting customers may get used to the
promotional incentives on effect.
particular products. Too much promotion may
Good short-term tactical tool. damage the brand image.

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2.2 Push and Pull Strategies

Promotion is a form of communication with the target customers. A right
promotional strategy will be helpful to the firm in making the customers
understand the fact that it has the right product or service for them. There are
mainly two types of promotional strategies:
 Push Strategy
 Pull Strategy

The push-pull categorization is a way to describe people's interaction with their
media experience, including advertising exposure. Depending on the extent of the
consumer’s control over advertising exposure, advertising and advertising media
may be placed either near the push end or the pull end or somewhere in between.
Push advertising allows the individual little control over exposure. It interrupts or
intercepts the individual’s attention to other information and is essentially pushed
at, or forced upon, the individual (Schlosser, Shavitt, & Kanfer, 1999). Pull
advertising gives individuals more control over what information they access, for
how long and how many times, and in what order. It is often designed to help the
individual who already has certain goals in mind to find relevant information
about suppliers of desired products or services.
Broadcast media such as television and radio are more push oriented whereas
print media such as magazine and newspaper are more pull oriented. For
newspaper, display advertisements are more push oriented whereas classifieds
are more pull oriented. In addition to newspaper classifieds, other directional
media such as the Yellow Pages, catalogs, movie listings, and industry guides are
also examples of pull advertising. Advertising in these directional media is goal-
directed and highly organized (Fernandez & Rosen, 2000).
The Internet as a mass medium performs many different functions and integrates
the characteristics of many traditional media. Ephron (1997) commented that
depending on its specific functions, the Internet can be regarded as analogous to
different traditional advertising media. Therefore, the Internet cannot be simply
grouped into either the push or pull group. It is at the same time a push-and-pull
advertising medium, with some formats of Internet advertising being more push
oriented while some being more pull oriented.

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2.3 S.W.O.T. Analysis

SWOT Analysis of ERetailBox, which is a product of Maple Alliance Tech
Solutions. It helps in Understanding the Core competencies of the Organisation
and what area it needs to focus on can be done with the help of a Strength,
Weaknesses, Opportunities and Threats analysis.
Strength of ERetailBox:-
 Business owners can list their businesses on the database for free
 Since company has nothing to lose, as a start-up you can experiment all
you want and lose very little
 We can change direction quickly if we find that our strategy is not working
 It has location based service for both the website and Android App

Weakness of ERetailBox:-
 Lack of awareness among customers
 Lack of technological penetration (Internet access)
 No concrete way to gauge mediums effectiveness for a particular Retailer
 Few followers and fans
 We have a small staff, with a shallow skills base in many areas

Opportunities of ERetailBox:-
 The Appearance of Mobile technology gives a whole new way to get to
potential customers
 Rising penetration and literacy of the Internet in India
 To collaborate with more companies or service providers
 Telecom offering like free SMS removing the cost barriers to accessing our
services
 Increase presence in more cities

Threats of ERetailBox:-
 Low visibility in area with limited internet penetration and literacy
 Threats of players with big corporation backing them, like Justdial
 Threat of foreign entrants like Yellow Pages that could bring with them a
large investment base.
 Dominating presence of competitors

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2.4 Porter’s Five Forces

Figure 1 Porter's Five Forces

Porter’s Five Forces analysis is a framework to analyse the characteristics that
affect competition within an industry. The analysis is best suited to study industry
competition but it can also help companies establish a business strategy. The less
competitive industry results in the higher potential to earn profits in that industry.
Inversely, competitive industries work to drive down the potential for any
business to make money.
Porter’s Five Forces model has three components that measure competition.
External forces include Rivalry among existing competitors, threat of substitutes
and threat of new entrants. These forces are out of the control of the company,
whereas, internal forces (bargaining power of suppliers and bargaining power of
customers) are a direct result of the company’s decisions. The combination of
these forces determines the level of competition that will affect the company.

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 Rivalry among existing Competitors:-
Players such as JustDial, Sulekha and askme operate within the same space. It
also faces competition from portals such as Zomato, Burrp (within the restaurant
and lifestyle segment). There are various competitors within the online local
search engine segment with similar offerings. ERetailBox faces intense
competition in the internet business. Web sites such as Zomato have been able to
create online communities that result in users to visit regularly and maintain
mindshare. Zomato also attracts direct visits rather than through search engines.
 Threat of new Entrants:-
Threats from new entrants are medium in the local search market. The entry
barriers are high. A lot of investment is required for creating a search database.
In addition, there can be reluctance on part of business to put a paid business
listing on a new search engine. In addition, a call centre is needed to provide
offline search results. A new local search engine through enters the market and
can be successful if it focuses on providing specific services e.g. Zomato caters
to the need of foodies by providing search results for restaurants.
 Threat of Substitutes:-
Threats of substitutes are high as there are a large number of local search engines
like JustDial, Sulekha, Zomato, etc. are available. In addition, there are search
engines available which provide specific services like Zomato for restaurants,
Magic bricks for real estate. Big giants like google and yahoo have also entered
into the local search markets, which provides stiff competition to local search
engines and can be substituted easily.
 Bargaining Power of Suppliers:-
The power of suppliers to drive up the prices is very high. Suppliers are the people
who listed their business in the search engine. As a large number of search
engines are available, a supplier can shift to some other search engine if the search
engine company charges a large amount for the services.
 Bargaining Power of Customers:-
Buyers do not affect the price directly as the buyer are not directly buying
anything from the search engine. He is just using the search engine as a medium
to search the services he required. A large number of buyers increase the price of
the advertisement.

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3. Research Objective

Most of the companies use a blend of promotional mix which can include
advertisements, public relations, sales promotions, internet marketing etc. For
deciding the right promotional strategy, the correct medium must be chosen
so that the target market can be reached in the best possible way. By doing the
marketing research on local search engine, we will get to know the target
audience by factors like age, income level, interests, gender, etc. and then we
will match the target audience to the media channel they use.

The key objectives of this project are:

 To identify the key promotional strategies adopted by ERetailBox

 To evaluate the most effective strategy for promotion of ERetailBox from
customer point of view

 To suggest strategies that could generate business in the future

4. Research Methodology

Marketing research is the functions that links the customers, consumer and public
to the marketer through information used to identify and define marketing
opportunities and to the problems prevailing and generates, refined and evaluate
marketing actions, monitor marketing performance and improve understanding
of marketing as a process. Marketing research specifies the information required
to address these issues, designs the methods for collecting the information,
manages, and implements the data collection process, analysis and communicates
the findings and their implications.
Market research involves a market study in order to know the market status to
collect the data required which are helpful in problem solving and knowing the
facts to its truest part.

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4.1 Understand our Target Market
4.1.1 Identify your target market
At first, we have to figure out exactly whom we are marketing. We have to
identify this audience by factors like age, income level, interests, gender, etc.
Some factors analysed were:
 Occupation – Student, Housewife, Businessmen, Serviceman
 Education – Students, Graduates, Under Graduates, Post Graduates
 Income – Lower-income group, Middle-income group, Higher-income
group.

4.1.2 Understand your target audience preferences
We have to understand our target audience including things like what they look
for in a local search engine, their ideas, and other factors that are important to
them. Which will help us to find out what aspects of the product/services or
company culture do we stress in the ads. Some factors analysed were:
 Economic Factors – Less Price/ Discounts, Promotional activities
 Geographical Factors – Area, Region where one resides

4.1.3 Match your target audience to the media channels they use
Our next step is to identify which media channels should be used to reach our
target audience. Now days for many products, online advertising is an effective
way to reach customers. Other common options include TV, Radio, Newspaper
and billboards.

Indian ad spending to grow 10% in 2017
GroupM the leading global media management investment conglomerate on 14th
Feb, 2017 released its biannual advertising expenditure futures report ‘This Year
Next Year’ (TYNY) 2017, forecasting India’s advertising investment to reach an
estimated Rs.61,204 crores in 2017. This represents a growth of 10% for the
calendar year 2017 over the corresponding period in 2016.
Speaking on the TYNY 2017 report, CVL Srinivas, CEO, GroupM South
Asia said, “Despite a volatile 2016, we are estimating advertising expenditure
growth at 10% in 2017. The first quarter will give a slow start to the year, with
the market picking up from March-April, fueled by a stable recovery process post
demonetization. Sectors that are contributing to this positive trajectory include
Auto, Media and e-Wallets.
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In addition Government and Political parties will increase spending with elections
in several states this year.” Explaining the media scenario, he added. “Digital is
leading the Adex (Advertisement Expenditure) growth with a 30% growth, while
TV continues to be the largest medium in the mix. Print continues to grow at a
stable rate of 4.5% and is still the second largest medium in the Adex.”
India remains one of the fastest growing ad markets globally. While 80% of
incremental ad spend growth in major markets comes from digital media, in India
the numbers are more evenly split between traditional and digital media. Digital
media accounts for about 40% of the incremental ad spend growth.
GroupM estimates the Digital Adex to grow by 30% in 2017 to Rs. 9,490 crores.
The digital Adex is estimated to take a 15.5% share of the total Adex this year.
There will be a high emphasis on view ability metrics and outcome based
optimization. Ad spends will grow on OTT platforms, as internet speeds improve
and catch up TV gains ground.

Figure 2 Indian ad spending to grow 10% in 2017

Television continues to be the largest medium contributing to the Adex with close
to 45% share. This year, the growth rate for TV is 8%, with ‘Free to Air’ channels
adding more inventory, and pure HD content gaining ground. The market will
also see a consolidation of niche channels.
While Radio is expected to grow at a little over 10%, there is scope for the
medium to pick up as the Phase 3 rollout is completed in 2017. Higher growth is
expected as stations will see the supply impact of the full year.

12
Other media such as OOH will witness good traction from sectors addressing
rural audience and premium niche audience. As per the trend in recent years,
Cinema advertising will grow at a high double digit rate of 20%.
In terms of media channel growth, digital will remain the fastest growing
medium, seen expanding 30% as OTT (over-the-top) platforms gain
popularity and command better ad rates.
Growth of Internet Usage
A report titled ‘Internet in India 2016’ by the Internet and Mobile Association
of India (IAMAI) jointly published by the IMRB, mentions that the number of
internet users in India is expected to reach between 450-465 million by June 2017.
It adds that the country had 432 million mobile internet users in December 2016,
of which 269 million, or 62.3% were from urban India and 163 million, or 37.7%
were from rural India.

Figure 3 Growth of Internet Usage

According to the report, 51% of urban Internet users or 137.19 million use
internet daily, while 90% of urban Internet users or 242 million use the internet
at least once a month. On the other hand, in rural India, 78 million users or around
48% use the internet daily, while 140 million, or around 83% use the internet at
least once a month.

The report mentions that internet growth in India is currently fuelled by the rural
sector, with the urban user base starting to show signs of levelling out. Overall,
urban India has around 60% internet penetration, compared to rural India, which
has only 17% internet penetration out of a potential 903 million strong user base.

With the rise of internet audience and online e-commerce activities, the internet
is proposed as an advertising medium.
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4.2 Defining a promotional Goal
4.2.1 Determine what you want from your promotional strategy
As ERetailBox is a newly established product so our promotional strategy is to
create awareness but the journey is not so easy as there are big giants in the market
like Justdial, Asklaila, Sulekha, etc. Promotion goals include:
 Making the customer aware about the product or service provided by
ERetailBox
 Convince the customer to use the product or services ERetailBox provides.
 Increase the frequency of users
 Withstand in the competitive field
 Switching the customers from existing industries

4.2.2 Work to carve out a market niche
Customer Gap: This is the difference between the customer expectations and
perceptions of his expectations. The existing competitors is not able to fulfil the
needs of customers because the customer needs is information about his query,
but what he actually wants is enable to comply. Therefore, ERetailBox is going
to fill this gap by providing good information that the customer needs with more
options.
4.2.3 Define your business brand
ERetailBox is a service provider. It makes relationship between the buyers and
suppliers. It helps both the parties to find the right product at the right place at the
right time. ERetailBox is useful for every person, it is 24hrs service and up-to-
date search engine. Both the website and the service executives are fantastic in
terms of speedy & accurate information being provided. ERetailBox helps in
finding out people and services available within no time 24X7. Easy way to
search anything, just by a single click!

4.3 Getting the word out
4.3.1 Asses your promotional budget
New bootstrapped start-ups usually have little to spend on marketing. The budget
should be dictated by what we hope to achieve, and obviously by what you can
realistically afford. We have to start out small, experiment, and test to find out
what generates the most qualified leads and paying users. Then we can scale the
budget by focusing on what works.

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4.3.2 Think about the timing of your promotion
Mondays and Tuesdays are the days that are most likely to get a high response
rate. The response rate drops a little bit every day after that, and reaches its lowest
levels on Saturdays and Sundays. While most companies in the study send
promotions on Fridays and Saturdays, FiveStars says it’s better to send
promotions on Mondays and Tuesdays, when there’s less clutter in recipients’
inboxes. Mondays and Tuesdays are typically slow days for many businesses,
such as retailers and restaurants, so sending promotions could boost your business
at the times you need it most.

4.3.3 Purchase targeted advertising

There are currently two widely recognized methods of purchasing banner
advertising. The rates for these are usually quoted on a cost per thousand basis or
(CPM). The rates you pay can vary tremendously as there is currently no standard
price model – so prepare to negotiate.
 Pay-Per-Impression: This method of purchasing banner advertising is
based on a charge for the number of times someone sees your banner. There
are no guarantees as to how many visitors will come to your site as a result
of seeing your banner; you are simply paying for the number of items your
banner is displayed. Websites that offer such programs include
paypopup.com and adclicksor.com
 Pay-Per-Visitor: This method of purchasing banner advertising is based
on a charge for the number of times someone visits your site as a result of
clicking on your banner. This is a better method of purchasing banner
advertising as you are only paying for results, although expect to pay a
premium.
 Pay-Per-Click: A business model whereby a company that has placed an
advertisement on a website pays a sum of money to the host website when
a user clicks on to the advertisement.

4.3.4 Consider low cost media

Many companies find that social media promotion and staying in contact with
customers online is an effective way to boost sales. This is especially true if
companies earn followers or likes on social media sites by posting interesting and
relevant content in and around their product promotions.

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4.4 Data Collection

 Empirical / Qualitative: Empirical
 Data Collection Method: The research is both primary & secondary in
nature.
 Primary data: The first-hand information bearing on any research is
the one which has been collected by the researcher. The data here is
collected through:
 A structured questionnaire
 Disguised observation while interacting with managers.
Survey is the most commonly used method of primary data collection
in the marketing research. Various kinds of survey techniques are.
a. Personal interview.
b. Telephone Survey.
c. Mail Survey.
The instrument used in personnel interview is questionnaire.
 Secondary data: The data which has already been collected, complied
and presented earlier by any agency may, be used for purpose of
investigation. The data collected through:
 Various publications in form of annual reports, various papers and
journals published from time to time.
 Through internet and Books
The following characteristics must be possessed:
a. Reliability of data
b. Suitability of data
c. Adequacy of data

 Sample Size: 100.
 Respondents: The respondents of the study would be the consumers.

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5. Data Analysis and Findings
5.1 Data Analysis

Figure 4 Respondents' classification according to sex.

Gender Percentage

Male 67%
Female 33%
Total 100%

Analysis:-

Out of 100 respondents 67% were male and 33% were female which indicates
that males responses were twice the responses of females. So this analysis is
more focused on males.

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Figure 5 Respondents' Age Group.

Age Percentage

13-18 3%
19-25 86%
26-35 11%
Above 35 0%
Total 100%

Analysis:-

This shows that 86% of the respondents were in the age group of 19-25. Few of
them were in the age group of 13-18 & 26-35. That’s why our analysis is based
on the youth.

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Figure 6 Classification according to occupation.

Occupation Percentage

Service 3%
Business 2%
Professional 7%
Student 88%
Total 100%

Analysis:-

Among the 100 responses, most of them were students thus the research is
concentrated mostly for students. However, during initial stages there were some
responses from Businessman and Professionals.

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Figure 7 Advertisement influences to try new product.

Advertisement Influence Percentage

Large influence 26%
Medium influence 49%
Small influence 25%
Not sure 0%
Total 100%

Analysis:-

Half of the respondents feel that advertisement have medium influence over them
to try a new product or service. All of them agreed that they were influenced by
the advertisements to try a new product.

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Figure 8 Tried product based on advertisement.

Do you try product based on Percentage
advertising?

Yes 5%
No 47%
Sometimes 48%
Most times 0
Total 100%

Analysis:-

This indicates that 48% of the respondents replied they have tried products based
on advertisement while 47% replied no and 5% of them replied yes.
So we can say that more than half of the people try new products based solely on
advertising.

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Figure 9 Most influential method.

What Influences Most to try new Percentage
product or service?

Advertisement 25%
Recommendation from friends and 37%
family
Seeing famous people use the product 1%
Personal experience 26%
Expert advice 11%
Total 100%

Analysis:-

This pie chart reveals that a 37% of the respondents replied that Recommendation
from friends and family is most influential to try a new product or service and a
qauter of respondents replied for advertisement.

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Figure 10 Impact of advertisement lasts.

How long Advertisement Impact Last Percentage
On You?

Few hours 49%
One day 17%
One week 23%
One month 7%
More than a month 4%
Total 100%

Analysis:-

This table indicates that 49% of the respondents remembers advertisement for
few hours. Therefore, we have to do advertisement multiple times in a day so that
the impact of the advertisement last for a longer period.

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Figure 11 Influential kind of ads.

What kind of ads are most influential? Percentage

Funny 16%
Creative 26%
Unique 18%
Informative 14%
Short and Crisp 12%
Emotional 7%
Straightforward 7%
Total 100%

Analysis:-

In this, we have asked them to choose the three most influential kind of
advertisement. Out of 100 responses 78 person chooses Creative, as one of their
three options followed by Unique that was 55 and the third choice for most of the
responses were Funny. Therefore, we can say that creative, unique and funny ads
are profitable for the marketer.

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Figure 12 Types of Ads creating greater impact.

Which form of ad creates a great Percentage
impact on you?
Just the printed words 3%
Words with sound 9%
Words with visual 33%
A moving action oriented ad 28%
Picture depicting a scene/story 27%
Total 100%

Analysis:-

This table shows that 33% of respondents replied words with a visual ad creates
a great impact on them, 28% responds for a moving oriented ad and 27% responds
for picture depicting a scene / story. Therefore, we can say that there should be a
moving action oriented which depicts a scene/ story with words with a visual ad
is profitable for the marketer.

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Figure 13 Most influential types of advertisement.

Which types of advertisements are No. of Respondents
most influential?

Radio 3%
TV 32%
Newspaper & Magazine 25%
Email 4%
Online 27%
Billboard 9%
Total 100%

Analysis:-

In this, we have asked them to choose the three most influential type of
advertisements. Out of 100 responses 95 person chooses TV advertisement, as
one of their three options followed by online advertisement that was 81 and the
third choice for most of the responses were Newspaper and magazines
advertisement.

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Figure 14 Good timing for advertisement.

Which times the consumer exposed to Percentage
advertisements?

Morning 11%
Afternoon 9%
Evening 53%
Late night 27%
Total 100%

Analysis:-

This pie chart shows that 53% of respondents replied evening time, they were
exposed to advertisement and 27% replied for late night. Therefore, we have to
advertisement multiple times in evening and late night.

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Figure 15 Most influential online advertisement.

Which method of Online advertising No. of Respondents
are most influential?

Google 22%
Facebook 28%
Twitter 3%
YouTube 26%
Banner 12%
Flash 4%
In 5%
Total 100%

Analysis:-

In this, we have asked them to choose the three most influential methods of
online advertisement. Out of 100 responses 85 person chooses Facebook as one
of their three options followed by YouTube that was 79 and the third choice for
most of the responses were google advertising.

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Figure 16 More times advertisement viewed the more influential it was.

More advertisement the consumer No. of Respondents
view, the more consumer try the
product.

I agree 51
I disagree 27

Not sure 22
Total 100

Analysis:-

This table shows that over a half of respondents agreed with the statement that
the more time a consumer views an advertisement, the more likely they tends to
buy a new product.

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5.2 Inferences

After going through the entire project and the collected data, I found that:
 The ad should be the combination of funny, creative and unique with a
moving action oriented which depicts a scene/story with word & visions.
 Out of 100 responses 95 respondents chooses TV as one of the most
effective media of advertisement followed by the online advertisement that
was 81. As the cost of TV advertisement is very high therefor, we have to
opt the second choice of the respondents that was online advertisement. It
is cheap and we can reach out to the precise target group.
List of possible targeting parameters while advertising online are:
• Contextual Keyword: Put the keywords for which you want the ad to
appear. The all-online advertising platform will show the ad to relevant
searches.
• Topics: Like on Google display network, target people based on certain
topics like Travel, Luxury etc. A set of topics are providing by most of
the online advertising platform.
• Demographic: Reach people by age, gender, or parental status.

 Evening & late night are the best time for the advertisement because during
this time most of consumer are exposed to advertisement.
 In online advertisement Facebook advertising, YouTube advertising and
google advertising are the three most influential methods of advertising.
 We have to do advertisement multiple times in a day so that the impact of
the advertisement last for a longer period.
 More times the advertisement viewed by consumer, the more likely the
consumer is to try new product.

5.3 Limitation of study

 The finding of the study depend on the responses given by sample
respondents.
 We have a limited time.
 It cannot give 100% accurate results.
 Non-availability of a reliable data affects it.
 It is also lengthy and time-consuming.
 It being my first attempt to undertake such a study, thus the inexperience is
also an obstacle to accomplish the project in a proper way.

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6. Recommendation and Conclusion

6.1 Recommendation

 Media should be selected according to the choice of customers.
 To give more attention in making the advertisement to make it effective.
 It should be attractive one so that people are attracted toward
the advertisement.
 The advertisement should be in regular time.
 As it is a new company in the market we don’t have financial budget for
TV advertisement. So I recommend to go for online advertisement as it is
much cheaper than TV ads.

6.2 Conclusion

Which is the Effective strategies for promoting ERetailBox? I have looked at this
question in terms of effectiveness, profitability, and marketing methods.
Online advertising offers increased awareness of companies, an easy method to
distribute information, advanced methods of targeting consumers, an immediate
and direct line to the customers, and reduced costs in performing these tasks. As
people get more accustomed to finding their product information on the Web,
more and more readers will actively seek out Internet advertising sites.
Finally Do not try to do "anything and everything" to get the buyer’s
attention. Not everyone who comes to site is going to buy. The harder you
try to get their attention and force them to read your ads, the harder they
will try to escape.

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7 Questionnaire

Objective: Identify and suggest how to maximize awareness and develop long-
term relationships within target accounts for ERetailBox.

Q1. Gender
(a) Male (b) Female

Q2. Age
(a) 13-18 (b) 19-25
(c) 26-35 (d) Above 35

Q3. Occupation
(a) Service (b) Business
(c) Professional (d) Student

Q4. What influences you the most to try a new product or service?
(a) Advertisements
(b) Recommendations from friends and family
(c) Seeing famous people use the product or service
(d) Personal Experience
(e) Expert advice

Q5. How much influence do you feel advertisements have over you to try a new
product or service?
(a) Large influence (b) Medium influence
(c) Small influence (d) Not sure

Q6. What types of advertisements are most influential?
Please select the three most influential methods.
(a) Radio adverts (b) TV adverts
(c) Newspaper and magazine adverts (d) Email adverts
(e) Online adverts (internet advertising) (f) Billboard adverts

Q7. What kind of ads are most influential?
Please select the three most influential methods.
(a) Funny (b) Creative
(c) Unique (d) Informative
(e) Short and crisp (f) Emotional

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(g) Straightforward

Q8. Which methods of online advertising are most influential?
Please select the three most influential methods.
(a) Google advertising methods
(b) Facebook adverts
(c) Twitter adverts
(d) YouTube adverts
(e) Banner adverts (image-based ads that appear on the side, top, and bottom
sections of websites)
(f) Flash adverts (interactive e.g. shoot the target and win an iPod)
(g) In app adverts

Q9. Which form of ad creates a greater impact on you?
(a) Just the printed words (b) Words with sound
(c) Words with a visual (d) A moving action oriented
(e) Picture depicting a scene/story

Q10. Which times of the day are you often exposed to advertisements?
(a) Morning (b) Afternoon
(c) Evening (d) Late night

Q11. How long does the impact of an advertisement last on you?
(a) Few hours (b) One day
(c) One week (d) One month
(e) More than a month

Q12. Do you try products based solely on advertising?
(a) Yes (b) No
(c) Sometimes (d) Most times

Q13. "The more times an advertisement is viewed by a consumer, the more
likely the consumer is to visit and try the product."
To what extent do you agree with this statement?
(a) I agree
(b) I disagree
(c) Not sure

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8 References

1. Kotler, Keller, Koshy and Jha, “Marketing Management – A South Asian
Perspective”, 15th Edition, 2012, Pearson Prentice Hall.

2. https://search.ebscohost.com

3. http://www.iamai.in

4. http://www.wikihow.com/Design-a-Successful-Promotional-Product-
Strategy

5. “Forget e-commerce, m-commerce is where India’s potential lies”,(2015).
See:http://www.cnbc.com/2015/11/26/forget-e-commerce-mcommerce-
is-where-indias-potential-lies.html

6. Srivastava, M. (2015), “Mobile ads are fast becoming central to
marketing strategy”, Available at:
http://www.livemint.com/Consumer/NLyFWGO2OEZ0aIUjY5keqM/Mo
bile-ads-are-fast-becoming-central-to-marketing-strategy.html

7. “GroupM estimates India’s Advertising Expenditure to grow by 10% in
2017”, Available at: https://www.groupm.com/news/groupm-estimates-
indias-advertising-expenditure-to-grow-by-10-in-2017

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