Summer Training Report

On

Marketing Analysis On Current Trends Of e-Commerce Website (wishnbuy.com)

Submitted in partial fulfillment of the requirements

For the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
Guru Gobind Singh Indra Prastha University, Delhi

VINITA SAXENA

Batch 2016-18

Enrollment no: 51518003916

 CONTENTS
SERIAL NO. TOPIC PAGE NO.

1. Acknowledgement 3

2. About E- Commerce 4

3. What is Marketing?

4 About the Parent Company

5. Company profile

6. On-Boarding Vendors Processes

7. Catalogs Listing Processes

8. How to do Online Shopping?

9. Vendor management

10. Promotions & Campaigns

11. Current Scenario

12. Core Competencies & Management

Skills

13. Sales & Business Development

14. Relationship Management

15. Our Vision

ACKNOWLEDGEMENT
The internship opportunity I had with WISHnBUY, Intex Internet Solutions
Private Limited was a great chance for learning and professional development.
Therefore, I am grateful for having a chance to meet so many professionals who
led me through this internship period.

Bearing in mind previous I am using this opportunity to express my deepest

gratitudeto the Mr. Paritosh Bindra, Business Head WISHnBUY and Mr.
Hardeep, Deputy Manager , WISHnBUY who in spite of being extraordinarily
busy with his duties, took time out to hear, guide and keep me on the correct path
and allowing me to carry out my project at their esteemed organization and
extending during the training.

I express my deepest thanks to my mentor Mr. Hardeep Singh Dhiman, for

taking part in useful decision & giving necessary advices and guidance and
arranged all facilities to make life easier. I choose this moment to acknowledge his
contribution gratefully.

I perceive as this opportunity as a big milestone in my career development. I will

strive to use gained skills and knowledge in the best possible way, and I will
continue to work on their improvement, in order to attain desired career objectives.
Hope to continue cooperation with all of you in the future.

ABOUT ECOMMERCE:
 Electronic commerce, commonly written as e-commerce, is the trading or
facilitation of trading in products or services using computer networks, such
as the Internet.
Electronic commerce draws on technologies such as mobile commerce,
electronic funds transfer, Internet marketing, online transaction
processing, electronic data interchange(EDI), inventory management
systems, and automated data collection systems.
Modern electronic commerce typically uses the World Wide Web for at least
one part of the transaction's life cycle, although it may also use other
technologies such as e-mail.

E-commerce Businesses may employ some or all of the following:

Online shopping web sites for retail sales direct to consumers

Providing or participating in online marketplaces, which process third-party
business-to-consumer or consumer-to-consumer sales
Business-to-business buying and selling
Gathering and using demographic data through web contacts and social
media
Business-to-business electronic data interchange
Engaging in pretail for launching new products and services
Online financial exchanges for currency exchanges or trading purposes.
Categories of E-Commerce:
As with traditional commerce, there are four principal categories
of e-commerce: B2B, B2C, C2B and C2C.

B2B (Business to Business) This involves companies doing business with

each other. One example is manufacturers selling to distributors and
wholesalers selling to retailers.
B2C (Business to Consumer) B2C consists of businesses selling to the
general public through shopping cart software, without needing any human
interaction. This is what most people think of when they hear "e-commerce."
An example of this would be Amazon.
C2B (Consumer to Business) In C2B e-commerce, consumers post a
project with a set budget online, and companies bid on the project. The
consumer reviews the bids and selects the company.
C2C (Consumer to Consumer) This takes place within online classified
ads, forums or marketplaces where individuals can buy and sell their goods.
Examples of this include eBay.

Some common applications related to electronic commerce are:

Online shopping
Order tracking
Online banking
Digital Wallet
Shopping cart software
Teleconferencing
Electronic tickets
Social networking
 Instant messaging

E COMMERCE IN INDIA:

India had an internet user base of about 354 million as of June 2015 [1] and is
expected to cross 500 million in 2016.In India, cash on delivery is the most
preferred payment method, accumulating 75% of the e-retail activities. [5] Demand
for international consumer products is growing much faster than in-country supply
from authorised distributors and e-commerce offerings. Largest e-commerce
companies in India are Flipkart, Snapdeal, Amazon India, Paytm.

Key drivers in Indian e-commerce are:

Large percentage of population subscribed to broadband Internet, and a
recent introduction of 4G across the country.

Explosive growth of Smartphone users, soon to be world's second largest

smart phone user base.

Rising standards of living as result of fast decline in poverty rate.

Availability of much wider product range

Increased usage of online classified sites, with more consumer buying and
selling second-hand goods

Evolution of Million-Dollar start-ups

like Jabong.com, Saavn, Makemytrip, Bookmyshow, Zomato,etc.
 WHAT IS MARKETING ?

Marketing is a strategy used by companies to communicate with the

consumer and make him knowledgeable about the various features
of their products and services.
Marketing is a widely used term to describe the communication
between a company and the consumer audience that aims to
increase the value of the company or its merchandise or, at its
simplest, raises the profile of the company and its products in the
public mind.
It is an essential part of attracting the target buyers to a particular
product, and companies use various innovative or tried-and-tested
techniques to stay ahead of their competitors and make their place
in the market.
TYPES OF MARKETING:

Affinity Marketing - Also known as Partnership Marketing, this

technique links complementary brands, thereby creating strategic
partnerships that benefit both companies. While one adds value to
existing customers by generating more income, the other builds new
customer relationships.

Affiliate Marketing : Affiliate marketing is one of the oldest forms

of marketing wherein you refer someone to any online product and
when that person buys the product based on your recommendation,
you receive a commission
Content Marketing - In this case, content is created and published
on various platforms to give information about a certain product or
service to potential customers and to influence them, without
making a direct sales pitch.

Digital Marketing - This strategy uses various digital devices like

smartphones, computers, tablets or digital billboards to inform
customers and business partners about its products. Internet
Marketing is a key element in Digital Marketing.

Database Marketing - This utilizes and information from database

of customers or potential consumers to create customised
communication strategies through any media in order to promote
products and services.
Current Trends You Need to Know about
the Indian E-Commerce Industry
India is a massive E-Commerce marketplace now with every age group
comfortably transacting online more often preferring shopping online instead of
visiting offline stores for a bigger gamut of choices and offers. The West shops
online 10X more than India, but then India has the worlds 2nd largest number of
smartphones and growing!

E-Commerce industry is growing at an astounding rate in India and is expected to

account for 1.61% of the global GDP by 2018. The Asia-Pacific region is currently
the largest E-Commerce market in the world, surpassing Europe. While China
continues to lead the race, the Indian E-Commerce Industry isnt far behind.
According to a report by Forrester, India is set to become the fastest growing
market in the Asia-Pacific region with an expected growth rate of over 57%
between 2012-2016.

To better understand the Indian market, we at OnlineSales.ai put our mining caps
on and started digging data from across 100+ retailer clients, through 1.4+ million
purchases, from over 2+ million transactions. A first of its kind in India, this study
is unique in its findings about the booming Indian E-Commerce industry. Online
marketers of every size are benefiting from these findings, with the stats adding up
to assist their online success stories.

The aim of this report was to bring an exhaustive set of data-driven insights to the
online marketers and advertisers of the country, including the much-coveted
customers perspective.

The Report for Q1 2016 uncovers:

1. Men in India shop 3X more than women!

Surprised? While women continue to dominate the in-store markets, men with
disposable incomes have taken it upon themselves to play the larger role in online
shopping.

2. Cash-On-Delivery (COD) remains the most preferred online payment method.

We Indians love the Cash-On-Delivery option; it gives us more control over online
transactions since we dont have to pay until the product is at our doorstep. COD
option during checkout has also been proven to boost impulse purchases.

3. 60% of online purchases happen during business hours. (9AM 5PM)

This proven trend is a myth-buster, which shows how integral a part online
shopping has become in our day-to-day lives. Marketers can use this fact to
schedule their promotions across advertising channels accordingly.

Apart than these current trends, a section in our report is devoted to Insights on the
best practices to use these trends, with expert tips. For instance, now that we know
of Indian men shopping more frequently than their fairer counterparts, retailers are
recommended to tailor two different messaging strategies for the two separate
genders. Our research shows Click Through Rates (CTR) are higher for men when
Ads have darker backgrounds with price-oriented messaging, among other
amazingly relevant insights on our report. Marketers can readily use these
suggestions to develop a deeper understanding of the industry and promote their
businesses better.

The published report has garnered recognition and praise by renowned media
houses including The Economic Times, MediaNama and Inc42. With feedback
from our valued clients, we have decided to make this a quarterly research, with
the Q2 2016 edition coming up soon. Until then, here is the Q1 version in all its
glory, and a quick visual version below. We hope these serve you well!
 ABOUT THE PARENT COMPANY:
INTEX TECHNOLOGIES (I) Ltd.
Intex Technologies, founded in 1996, is an Indian Smartphone, consumer durables
and IT Accessories manufacturer. Intex is headquartered in New Delhi, India. Intex
manufactures smartphones, IT accessories and consumer electronics durables. It
has a portfolio of more than 15 product categories ranging from mobile handsets,
wearable devices, home theatre solutions, multimedia speakers, and DVD players,
LED / LCD TVs, induction cookers, washing machines and more.

Intex Technologies (India) Ltd. was incepted in the year 1996 by Mr. Narendra
Bansal, the founder and CMD of Intex Technologies. In 1993 International Impex
was formed which dealt in floppy disks, Ethernet cards and other accessories. In
1996, Intex Technologies was formed. The name came from International
Impex, the first company of Mr. Narendra Bansal.
By 2006 consumer electronics, with offerings like DVD players, LED/ LCD TVs,
induction cookers, home theatre solutions were introduced to the business. Intex
technologies started its mobile phone business in the year 2007.
Intex Internet Solutions Private Limited is a Private incorporated on 24 August
2015. It is classified as Non-govt Company and is registered at Registrar of
Companies, Delhi.

COMPANY PROFILE :
ABOUT WISHNBUY
WISHnBUY was launched by Intex Internet Solutions Private Limited on 1st June,
2016 WISHnBUY.com is a customer friendly online mega-store where people can
come to find anything they want to buy online. At WISHnBUY.com, we offer vast
options, broad categories of products and services, the most reasonable price as
well as faster delivery, which help us in achieving the complete satisfaction of the
customers.

We are trying hard to make it the world class online marketplace so to achieve the
same, we additionally offer an assortment of services such as travel, entertainment,
restaurant, spa, etc.

We are majorly focusing on innovative health and sports products. Our main focus
is to ensure timely delivery with genuine product so that customers can have last
laugh. Our website is the most secured so that customers can shop freely with
fearing of misuse of payment information.

COMPANY STRUCTURE :
 MARKETI- CONTENT-
IT SALES CUSTOMER TEAM
NG
CARE

Web Digital
Develop Electronics Marketing
- ment Category

Testing

Non Affiliates
Look & Feel Electronics
\ Marketing
Category

COMPANY PRODUCTS :

PRODUCT CATEGORIES
ELECTRONICS NON -
ELECTRONICS

Computer & Accessories

Fashion

Health
Mobiles

Home Decor
Camera

Appliances Automobiles

On-Boarding Vendors Processes

Catalogs Listing Processes

How to do Online Shopping?

Home Page:
Banner Page:
Product Page:
Shopping Cart Page:
Check Out page:

Payment Selection Page:

Billing Info Page:

Promotions & Campaigns

Affiliates:

Affiliate marketing is a type of performance-based marketing in which a business

rewards one or more affiliates for each visitor or customer brought by the affiliate's
own marketing efforts. The industry has four core players: the merchant (also
known as 'retailer' or 'brand'), the network (that contains offers for the affiliate to
choose from and also takes care of the payments), the publisher (also known as 'the
affiliate'), and the customer. The market has grown in complexity, resulting in the
emergence of a secondary tier of players, including affiliate management agencies,
super-affiliates and specialized third party vendors.
Affiliate marketing overlaps with other Internet marketing methods to some
degree, because affiliates often use regular advertising methods. Those methods
include organic search engine optimization (SEO), paid search engine
marketing (PPC - Pay Per Click), e-mail marketing, content marketing and in some
sense display advertising. On the other hand, affiliates sometimes use less orthodox
techniques, such as publishing reviews of products or services offered by a partner.
Mailers and Marketing Activities:
Facebook Campaigns:

Facebook marketing campaigns seem to be going all warm, caring and fluffy
recently as brands realize that solving problems and helping those in need can be a
very effective marketing tactic.

The marketing goals for the Facebook pages vary but quite often the simple goal of
just increasing their fan count to their Facebook page seems to be top of the list as
brands have worked out very quickly that being able to communicate to 1,000s or
even millions of fans via a simple status update is very efficient highly leveraged
marketing. Companies have also realized that peoples main reason for becoming
a fan for the most part is not so charitable, but is about having access to the latest
special offers and freebies.
Google Search:
LinkedIn Promotions:
Twitter:
Current Scenario
Core Competencies & Management Skills

Category Management

Business development

Vendor Management

New product launch

Key Account Management

 Promotion activities

Good in Analysis and

Problem Solving

Good in Marketing & Sales

Analysis

People management

Achievement oriented

Team Builder

Sales & Business Development

Achieving pre-set sales and profit targets by implementing competent

business strategies to market .

Developing category strategy, creating assortment basis consumer taste and

demography.

Delivering Monthly Sales and Margin Targets for the Apparel Category

Managing Product Life cycle, Sell Thru and Markdowns.

 Supply Chain Management from Vendor in case of escalations.

Review sales figures, identify best sellers and keep them continued in a

refreshed form to generate exceptional sales volumes

Analyzing latest marketing trends, tracking competitors activities and

providing valuable inputs for fine tuning sales & marketing strategies.

Generating business from the existing accounts, achieving profitability and

increased sales growth, identifying prospective business, establishing

strategic partnership and alliances.

Analyzing business potential, conceptualizing & executing strategies to

drive sales, augment turnover and achieve desired targets.

Monitoring competitors activities and devising effective counter measures.

Administration in Cross-functional environment

Target Customer focused Marketing including analysing consumer buying

patterns and predicting future trends.

Relationship Management

Identifying prospective clients & generating business from existing clientele

for achieving business targets.

Vendor Development and Negotiations.

Mapping clients requirements & providing expert advisory services to select

the right products.

 Supervising customer service operations for rendering and achieving quality

services.

Assessing feedback, evaluating areas of improvements & providing critical

feedback on improvements.

OBJECTIVES
Following are some of the objectives for an e-commerce website:-

> Customer satisfaction - Customer is the main part of any E-commerce

business so its very important to make your customer happy and satisfied. By
providing quality and desirable products, on time delivery, 24*7 customer support,
and timely sale & best deal offers you can make your customer happy. It is one of
the main objectives of E-commerce.
 > Social popularity - Unless and until you are not famous and popular among
people you cannot establish your brand. social presence with Omni channel &
Digital marketing is essential for any E-commerce business.

Brand Recognition: Getting your brand recognized is an important aspect

especially if you crawled recently in the market.

Conversion: Converting targeted traffic so that the potential customers end

up buying your products.

Retention: Making your customers repeat the orders and retaining them to
your business alone in the industry.

MARKETING METHODS FOR AN E-

COMMERCE WEBSITE
Following are some successful marketing methods to generate traffic to e-
commerce website.

PPC (PAY PER CLICK)

PPC is referred to search engine marketing. Since Google dominates the market
share in all search engines hence Google Ads is the most common of PPC
platforms.
 SEO (SEARCH ENGINE OPTIMIZATION)

Make sure to get your e-commerce website optimized for search engines. Ranking
well in the search engines is one of the best organic ways to get floods of targeted
traffic and that for free as well. So you dont want to miss out on SEO.

DISPLAY

Even though the conversion rate of displaying ads is not as good as other methods
but it surely gives a boost to brand awareness. Displaying your banner ads will get
your brand known and eventually people will start recognizing it.

FACEBOOK

It is one of the most effective ways to get targeted leads, conversion and brand
awareness for an e-commerce website. Make sure to optimize your Facebook Ads
properly to get the most out of your spending budget.

EMAIL

It has been and still is one of the most powerful marketing method. A good email
marketing campaign can generate loads of traffic and conversions to your e-
commerce website.

OUR VISION

Our intent is to provide the customers with the best online shopping experience

from beginning to end, with a smart, searchable website, easy-to-follow

instructions, clear and secure payment methods, and fast, quality delivery

to be an inspirational and trusted brand, transforming customer's lives through

fashion and delightful shopping experience every time.

In the next three months, WISHnBUY will have 1lac products on the board.

LITERATURE REVIEW
*Yaser Ahangari Nanehkaran(1997),An Introduction To Electronic Commerce.

case study: Angehrn, A., Designing mature Internet Business strategies, The ICDT
Model, European Management Journal, Vol. 5, No. 4 have conducted as under:

Abstract: - Recent developments in the fields of Internet and Information

Technology have led to renewed interest extraordinary in electronic commerce

in societies. Electronic commerce is supporting of customers, supplying of services

and commodities, portion of business information, manages

business transactions and maintaining of bond between suppliers, customers and

vendors by devices of telecommunication networks. In the new global

business companies and institutions providing merchandise and services,

synchronously with evolution of the world in field of electronic commerce are

in effect to change the logical and physical structure of their organization in this
area. The purpose of this paper is to review of principles, definitions,

history, frameworks, steps, models, advantages, barriers and limitations of

electronic commerce.

*small and medium business enterprises (SMEs),australian Capital Territory

(ACT).

abstract: The aim of this research was to discover the issues influencing the
adoption of ecommerce

by small and medium business enterprises (SMEs) in the Australian

Capital Territory (ACT). The demand aspect of the theory of diffusion of

innovation

enabled the formulation of a number of research propositions which formed the

focus Findings complemented results from other studies, but also added to them.
Factors from the demand aspect of the theory of time, resources (personnel,
financial, technological), business organisation, size, return on investment, push by
outside agencies or clients, and communication channels were found to be of little
importance. Of greater importance were characteristics of the SME operators
themselves (such as their innovativeness, their relative youth and educational
level), the size of their business, the number of years it had been operating, and
marketing issues. A prime consideration was that of attaining and maintaining a
competitive edge over their competitors. Security and privacy issues were of little
consideration prior to the adoption process, but became of much greater
importance once SMEs had adopted e-commerce.