1.

INTRODUCTION

Digital marketing is the marketing of products or services using digital technologies,

mainly on the Internet, but also including mobile phones, display advertising, and any
other digital medium.

Digital marketing's development since the 1990s and 2000s has changed the way brands
and businesses use technology for marketing. As digital platforms are increasingly
incorporated into marketing plans and everyday life, and as people use digital devices
instead of visiting physical shops, digital marketing campaigns are becoming more
prevalent and efficient.

Digital marketing methods such as search engine optimization (SEO), search engine
marketing (SEM), content marketing, influencer marketing, content automation,
campaign marketing, data-driven marketing, e-commerce marketing, social media
marketing, social media optimization, e-mail direct marketing, display advertising, e–
books, and optical disks and games are becoming more common in our advancing
technology. In fact, digital marketing now extends to non-Internet channels that provide
digital media, such as mobile phones (SMS and MMS), callback, and on-hold mobile ring
tones. In essence, this extension to non-Internet channels helps to differentiate digital
marketing from online marketing, another catch-all term for the marketing methods
mentioned above, which strictly occur online.

1.1 OBJECTIVES OF THE STUDY

• To identify Market Potential for Sarvottam Technologies.

• To study current promotional strategies adopted by various potential clients.

• To study the services provided by Sarvottam Technologies.

• To study the after sales services provided by Sarvottam Technologies in Pune and PCMC
areas.

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1.2 NEED OF THE STUDY

As retailer/corporate/industry, each of has a vast number of perceptions toward traditional

marketing & digital marketing. It is difficult to imagine in any research project that does not
include the measurement of some aspects of retailer/corporate/industry perceptions. The size
of the market is vast and constantly expanding, thus resulting in a vast number of competitors
entering the market. Billions of dollars were being spent on goods and services by tens of
millions of people. The growth of the retailer’s movements created urgent need to understand
how competitors form strategies and capture the market share and take strategic decisions.
For example, in order to discover how retailers, respond to the promotional offer,
advertisement and distribution or service. (E.g. promotional appeals, package labels,
warranties, discounts, etc.).

The study of retailer’s perception and market share would provide the company with
necessary insights to develop the product, its pricing strategy, and to design persuasive
promotional strategy, distribution system and develop defensive strategies and elimination
strategies to remove the competitor’s product from the market or some promotional strategies
to increase the market share of particular products and brands. It would also support the
organization to analyze its drawbacks in its various strategies and to take corrective action to
remain as market leaders.

The study will also reveal the different aspects of retailer’s perception regarding price, quality,
range, availability, and advertisements of the products. The need for the study is very essential
as the competition in the soft drink and water segment is ever increasing. Competitors are
mainly struggling to shutdown the market by capturing its market share. The competitors are
coming up with sales promotion and incentives to compete with this Maze.

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1.3 SCOPE OF THE STUDY

• This research study is conducted from 15th may to 15th July in Pune, Pimpri-
Chinchwad area.

• The study has been done for different market segments so more or less it helps in
understanding the user’s perception about Digital Marketing.

• This study helps to understand and know how to deal with different kinds of
customers or clients.

• The study helps me to get the reality check of a market where actual comparison
between the classroom knowledge and the real situation can be done.

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 1.4 TIMELINE OF THE PROJECT

• The project assigned to me was to study the Digital marketing of any organization in
the region. I chose one of the SME largest companies in a sector that has rapidly
grown over the last few years. Through this report I analyzed the Digital Marketing
environment in which Sarvottam Technologies is operating.

• First phase of my internship was about getting familiar with the products and
services offered by Sarvottam Technologies as well as people and process at the
organization. This study was conducted for users of Traditional marketing and
digital marketing, mainly SME segment of Pune & PCMC area. For study of user’s
feedback, secondary data like name of the company to be visited and its address was
collected from company office at Sarvottam Technologies, Fortuna Tower, Pimple
Saudagar, Pune. After few days, I was put into a team which was looking after the
Marketing services to its clients. I was entrusted with spreading awareness and
services offered by Sarvottam Technologies.

• Phase two started with analyzing the competitive position of Sarvottam technologies
in the market. Survey was focused on identifying the digital need of the clients. After
providing the services, the feedback was being compared with the performance of
the competitors to find out the perception of the clients regarding Sarvottam
Technologies in the world of Digital Marketing and IT and also to find out how the
brand can be repositioned more effectively in the market to help its dealers.

• It was a very dynamic profile and various tasks where assigned by Mr. Shrikant
Yadav, these included branding, positioning and awareness of the various tools used
into digital marketing. Scheduling social media posts and updates, was daily activity
for keeping the customers and clients engaged with the products and services.

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• Digital marketing is about combination of various things – value of content is most
important as the people who are searching online have to be provided with the
information which is relevant and they can use. If one succeeds in doing this, then
rest of sales follows.

• In the last phase, all end users buy the services from the Business Developers /
Online, so it was important for Sarvottam Technologies that the Business
Developers/Online sell more Sarvottam Technologies Services and they recommend
more Sarvottam Technologies to the Business. Therefore, it was important to retain
the Business Developers/Online for which efforts were taken not only to satisfy them
but also to please them. Without interacting with the Business Developers it was
very difficult to understand what they wanted.

• This feedback would help the company to know what are the factors leading to
purchase of services in SME Segment, the needs of SME Segment and what is the
position of the services in the market. Accordingly, company can bring about
respective improvements or changes in them. And it can also build its brand
accordingly.

• At the end, Primary data like price, performance, technical support, schemes desired,
brand perception, purchase factors etc. were collected from the SMEs by conducting
the survey. Research instrument chosen was Questionnaire which was easy to fill
and almost all questions were close ended. Numbers of respondents were 157 for
Pune region.

• It was very exciting journey of 60 days where I got ample of opportunity to learn and
apply my knowledge which I got at D Y Patil Institute of Management, Ambi. It
helped me a lot into the growth of the business. Also along with core learning
regarding marketing and online B2C scenario, this internship improved my
communication skills, creative abilities and interviewing skills and result that I was
able to deliver was indeed a confidence booster for me.

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 1.5 LIMITATION OF THE STUDY

• Clients were not giving proper response to survey also they were not easily ready to
fill survey forms which lead quite difficult for collecting primary data.

• Due to confidentiality clauses within the organization, it was not possible to gather
some more information that could make the report much better.

• Survey was time consuming.

6
 2. ORGANIZATION PROFILE

Sarvottam Technologies is a leading Marketing and IT company in India. It offers a B2B

where a service from business goes to business. Sarvottam Technologies provides
services in Branding, Website Designing and also offers a wide range of Digital
Marketing Services.

It designs solutions for digital interactions. With its approach, the team generates
extraordinary value for brands through innovative design.

 They deliver Top Rankings.

 High customer retention rate.
 They always return e-mails and calls within one business day.
 Affordable pricing offers.

The services offered by Sarvottam Technologies are as follows.

1. Strategy
 Market Research
 Competitive Analysis
 Tracking and Data Analytics
 Content Strategy

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2. Branding
 Brand Identity
 Web Design
 Responsive Design
 App Development & design

3. Development
 Technical Planning
 Content management System
 Custom Web Development
 E- Commerce

4. Search and Social

 Organic
 Paid Advertising
 Social Strategy

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5. Content
 Content Marketing
 Content Creation

6. Website Maintenance

CORE VALUES OF SARVOTTAM TECHNOLOGIES

At Sarvottam, we pride ourselves on being able to see challenges as opportunities. For

our clients. And for ourselves. We know that our greatest challenges will make us better
people and a greater agency. Are you ready to be challenged?

Fig no- 2.1 Core values

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FAMILY

First and foremost, Sarvottam is a family. We laugh together, cry together, win and lose
together. No matter how long you are here , you will be the part of Sarvottam
Technologies.

FREEDOM

We live in an incredibly exciting world. Full of sounds, colors, textures, tastes and
endless possibilities. We encourage you to look around. To explore and collect. To
discover and embrace. To find inspiration both inside the office and outside. As long as
you remember to be yourself, you’ll be just fine.

GROWTH

It’s okay to fail – in fact we welcome it. Because we see defeat as a chance to learn, a
chance to get better. In addition to encouraging your personal goals, we provide
opportunities for professional growth. We truly want you to reach your full potential.

PLAY

If you are having fun, the work will be even better. So we make it a purpose to play, to
smile and be sarcastic, to share stories and celebrate traditions. Don’t ever take yourself
too seriously.

SOME OF THE CLIENTS OF SARVOTTAM TECHNOLOGIES

1. 2.

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3. 4.

5. 6.

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 3. LITRATURE REVIEW

Digital Marketing

Meaning:
Digital Marketing (also Online Marketing, Internet Marketing or Web Marketing) is a
collective name for marketing activity carried out online, as opposed to traditional
marketing through print media, live promotions, TV and radio advertisement.
The rapid growth of Digital Marketing Industry is a direct consequence of the global
phenomenon that is the Internet, and effectiveness of Digital Marketing channels in
generating revenue and awareness. Compared to traditional methods of advertising,
Digital Marketing offers rather realistic costs (particularly important for small- and
medium-size businesses and start-ups), accurate targeting and excellent reporting.

Although all the marketing techniques used in digital marketing appear similar, online
marketing is a far more versatile mode of marketing than conventional one.

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Digital marketing is all about engaging the audience in an interactive and engaging with a
large target audience. Digital marketing includes a very broad form of communication.
Digital marketing methods include using the following platforms:
• Email Marketing
• SEO (Search Engine Optimisation)
• PPC (Pay Per Click)
• Social Media
• Online Advertising
• Viral Marketing
• Text Messaging

Email marketing
Email marketing is one of the earliest forms of online marketing. Through this mode,
marketing involves sending out specific communication on a large scale while targeting a
specific audience. Email marketing also helps in sending out a specific communication,
thereby increasing recall and retention.

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SEO – Search Engine Optimisation
To put it in very simple terms, search engine optimisation is defined as using tools that
increase and maximise the number of viewers on a website. This particular system
ensures that a website ALWAYS appears on the top of the search list and while doing
that, it filters out the unwanted data. SEO helps in giving the people searching exactly
what they want and hence is a very effective tool for digital marketing.

Pay Per Click

Pay per click (PPC) is an online advertising tool that is used to direct traffic towards
particular websites. This form of advertising should NOT in any way, be confused with
SEO. Pay per click is extremely effective as it works with placing your adverts right next
to the organic keywords. This process is also known as Pay Search. The results are
dependent on how much you bid for the particular keyword.

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Social Media
The internet’s taking over our world. So why should that not extend to social media as
well? Advertising on social media includes using platforms like Facebook, Twitter,
LinkedIn, Instagram, Snapchat and YouTube to promote your business. While using
these tools, you can also increase the reach area by boosting the posts. Social media has
become extremely popular and is one of the most sought after tools for online
advertising.

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Online Advertising
Don’t confuse it with PPC! This involves the process of advertising on others website.
For example, you can buy a banner space on popular website, paying the website owner
for the same.

Viral Marketing
It is a perfect blend of various elements of the marketing. Generally, it always involves
publicising an element of content across multiple channels. It may include videos on
YouTube, blogs, email marketing, as well as some traditional elements, all with goal to
assure that the content grabs the attention of the market and spreads naturally through
online communities.

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Text Messaging
This is a classic favourite. This method of advertising involves sending your
advertisements and communications to a large group of people through messages. This
form ensures that the reach is limited to a specific target audience. With the exponential
rise in usage of Smartphone's around the world has enhanced the dependency on them for
quick and timely information.

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 4. RESEARCH METHODOLOGY

4.1 INTRODUCTION

Research in common language refers to the search of knowledge. One can also define
Research as a scientific and systematic search of relevant information on a specific topic.
In fact, research is an art of scientific investigation. Redmon and Mory define Research
as a “Systematized effort to gain new knowledge.”

4.2 RESEARCH PROCESS

Research process consists of a number of closely related activities. But such activities
overlap contiguously and do not follow prescribed sequences. Various steps are involved
in research. Processes are not mutually exclusive nor are they separated and distinct.
They do not necessarily follow each other in any specific order and researcher has to be
constantly anticipating at each step in the research process the requirements of
subsequent steps. However, the following order concerning various steps provides a
useful procedural guideline regarding the research process.

Fig no- 4.2.1 Research process

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4.3 RESEARCH DESIGN

Research design is the plan, structure, and strategy of investigation to obtain answer to
research question. There are three types of research design: -

a) Exploratory research: It focuses on the discovery of ideas. It is generally based on

the secondary data that are readily available. It is generally carried out to clarify
the nature of ambiguous problems.

b) Descriptive research: It seeks to determine the answers to who, what, when, where
and how questions. It is used to describe the characteristics of certain group such
as age, sex, occupation or income. Descriptive studies are well structured.

c) Causal research: It investigates the cause and effect relationship between two or
more variables. The design of causal research is based on reasoning along well
tested lines.

For this Project a Descriptive research approach was chosen. Since the existence of the
problem was uncertain in this industry, an exploratory approach was chosen in order to try
to determine whether or not this phenomenon exists.

4.4 RESEARCH APPROACH

There are two main types of Research: Qualitative and Quantitative. Qualitative research
uses field research methods, primarily case studies and participant observation within
natural settings.
Quantitative research places great emphasis on methodology, on procedure, and on
statistical measures of validity. These reports should be organized to show a clear
progression from theory to operationalization of concepts.
For this Project the Quantitative approach was chosen because the knowledge of the
research problem is limited.

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4.5 SAMPLE

Sample is a part of the population which is selected according to some rule for studying
some characteristics of the population. It refers to the technique or the procedure adopted
in selecting items for the sample.

A sample as the name implies, is a smaller representation of a larger population. A

sample is composed of some fraction or part of the total number of elements or units
defined in a population. Sampling therefore is a method of selecting some fraction of a
population.

Sample size for this project was 157.

4.6 DATA COLLECTION

4.6.1 Types of data
 Primary Data
The data collected for the first time or to particularly fulfill the objectives of the
project is known as Primary Data.

 Secondary Data
The data which is already collected by other person as per his need at the time of
survey is known as secondary data.

Primary data is used for this project as all the information is collected directly
from the sample.

4.6.2 Data Collection Techniques

There are several ways of collecting the relevant data which differ in terms of
resources like costs, time etc.
Primary data can be collected through experiments or survey. In case of survey,
data can be collected by one or more of the following-

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 Observation
Information is collected by own observation, without any interaction with the
respondents. Data can be recorded faithfully and accurately. However, things of
interest such as attitudes, opinions, motivation and intangible states of mind can’t
be observed.

 Personal Interview
The investigator follows a rigid procedure and seeks answer to a set of pre-
conceived question through personal interview. This method of collecting data is
usually carried out in a structured way where output depends upon the ability of
the interviewer to a large extent.
 Telephone Interview
This method of collecting information involves contacting the respondent via
telephone.

Personal Interview and Observation Method were used to collect Primary Data. A
structured questionnaire was prepared and administered to the Respondents.

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 5. DATA ANALYSIS AND INTERPRETATION

1.How long has your company been into business?

a) 1-5 years b) 6-10years
c) 11-15years d) 16-20years
e) 21-30years

Particulars Respondents %

1-5 years 72 47

6-10 years 36 24

11-15 years 36 24

16-20 years 3 2

21-30 years 6 4

Total 153 100

Table no- 5.1Duration of company in business

Fig no- 5.1 Duration of company in business

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Interpretation

According to the survey, 47% respondents said that they have been into the business
since 1-5 years, and almost equal proportion of respondents agreed that they have into the
business since 6-15 years, whereas very few have been the old players into the market
surviving from more than 16 to 30 years.

2.Do you have website? If yes, is it generating leads for business?

a) Yes b) No

Particulars Respondents %

Yes 117 75

No 39 25

Total 156 100

Table no- 5.2 Company website

Fig no- 5.2 Company website

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Interpretation

According to the survey, 75% respondents have website as well as it creates leads to them
where as 25% respondents still not having their companies’ website.

3. What is geographical target coverage of your market?

Particulars Respondents %

Local 55 35

Regional 40 25

National 25 16

International 20 13

All 17 11

Total 157 100

Table no- 5.3 Geographical coverage

Fig no- 5.3 Geographical coverage

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Interpretation
Businesses in India mainly target to Local (35%), Regional (25%), National (16%) of the
market.
Whereas 13% international and 11% All market is covered by Indian businesses.

4. Which of the following media are you currently using for marketing?

Particulars Respondents %

Print 28 18

Digital marketing 35 22

AIR 8 5

Telemarketing 21 13

Word of mouth
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marketing 14

Outdoor advertising 26 17

Event 11 7

All 6 4

Total 157 100

Table no- 5.4 Current Marketing Media

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 Fig no- 5.4 Current Marketing Media

Interpretation
As per survey, majority customers currently use media for marketing as Digital
Marketing (22%), Print (18), outdoor advertising (17%) and word of mouth marketing
(14%).
Its shows that potential customers are looking digital platform more effective as
compared to other marketing techniques.

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5. Which of the following part you would like to improve?

Particulars Respondents %

Branding 44 28

Website Development /
35
Redesign 22

Digital Marketing 72 46

Not interested 6 4

Total 157 100

Table no- 5.5 Assistance in Services improvment

Fig no- 5.5 Assistance in Services improvment

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Interpretation
As digital platform is growing faster majority corporate (46%) are giving preference to
improve their Digital marketing also for Branding (28%) and web solutions (22%).
Whereas 4 % of customers are well settled with those services as they show zero interest
in it.

6. Do you want to add security features and improve performance of your business
website?

Options Respondents %

Yes 90 57

No 67 43

Total 157 100

Table no- 5.6 Addition of security features

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 Fig no- 5.6 Addition of security features

Interpretation
More than 50% of customers are interested to add security features to their website so as
to keep their data confidential from competitors and improve performance of website.
Remaining 43% respondents are quite satisfied with securities for website.

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7. Please check the area where you feel our assistance is needed to help to grow your
business & reach your goals?

Particulars Respondents %
Branding 36 23
Website Development 29 18
Digital Marketing 57 36
Website Redesign 18 11
Email solution for business 11 7
Not interested 6 4
Total 157 100
Fig no- 5.7 Assistance required to grow business

Fig no- 5.7 Assistance required to grow business

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Interpretation
Various businesses needed to improve their Digital Marketing (36%), i.e. they want to
improve their online presence so as to attract potential market also Branding (23%),
Website Development (18%) and Website Redesign (11%) are few important aspects
which businesses are willing to improve to grow their business.
Also data shows that businesses are much satisfied with Email Solutions for business as it
has very low response of 7%.

8. When you like to hear from us on Branding, Digital Marketing, Website

development/redesign?

Particulars Respondents %

One week 30 19

After one week 38 24

After a month 74 47

Not interested 15 10

Total 157 100

Table no- 5.8 Time span for further assitance

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 Fig no- 5.8 Time span for further assitance

Interpretation
Nearly 50% of respondents were ready to contacted again After a month, were as 24% of
respondents were ready for it after one week and 19% of respondents were willing to hear
about services as soon as possible i.e. within one week, this interprets that customers are
believing in digital media and wanted to improve their way of marketing so as to grow
their business.

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 6. OBSERVATIONS AND FINDINGS

1. In today’s competitive market almost every organization (75%) has its own
website which helps them to generate business.
2. Many companies focus on Local (35%), Regional (25%), and National (16%)
market for their business development.
3. From the survey we come to know that most preferred media used for marketing of
business are Digital Marketing (22%), Print (18%), outdoor advertising (17), word
of mouth marketing (14), and telemarketing (13) to promote their business.
4. Still more than 50% businesses believe in improving security and its related
features.

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 7.1 SUGGESTIONS

1. With the use of digital marketing companies or businesses should acquire more
regional, national and possible international market.

2. While implementing digital marketing businesses should introduce security

features to secure digital marketing related data.

3. It is suggested that branding and website development should be addressed along

with digital marketing.

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 7.2 RECOMMENDATIONS

1. It is recommended that companies or businesses should use latest marketing

techniques like digital marketing to reach out untapped national and international
market.
2. To protect digital marketing data security features should be implemented. It will
help businesses to carry out business practices smoothly.
3. Branding, website development and digital marketing are interconnected. Hence it
is recommended that branding and website development should be given
importance as digital marketing has.

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 8. CONCLUSION

1. To sustain in present competitive era, which is ruled by internet, all types of

businesses must have their own website. It includes all company related
information which automatically generates more business.
2. In India the companies which are small scale and medium scale mainly focus on
Indian market.
3. With the help of Digital marketing even small businesses can grow their business
in foreign market.
4. In Indian market context there is need of high security features for the smooth
conduction of businesses.

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 9. BIBLIOGRAPHY

1. Websites

• www.digitalbuzzblog.com
• www.digitalmarketing.com
• www.googlebooks.com
• www.marketingom.com
• www.sodhganga.com

2. Books

• Digital Marketing Jerry Wind & Vijay Mahajan

• Digital Media – Dave Chafey
• Marketing Management- Kotler
• Direct Digital Marketing- Drayton Bird

3. Research

1. Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging

the digital generation. Kogan Page Publishers.

2. Advertising in social media: How consumers act after seeing social ads. Adapted from
Nielsen (2012: 10).

3. Vikas Bondar has published his article on “sales and marketing strategies”

4. Miller, M. (2012). B2B digital marketing: Using the web to market directly to
businesses. Que Publishing.

5. Lieb, R. (2011). Content marketing: think like a publisher-how to use content to

market online and in social media. Que Publishing.

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 10. ANNEXURE

Questionnaire
1. Name of company?
2. Address of company?
3. Number of employees?
4. Name of respondent?
5. Age of respondent?
6. Companies Web address?
7. Facebook link/page?
8. YouTube address?
9. Twitter id?
10. How long has your company been in business?
11. Do you have website?
 Yes No
12. What is geographical target coverage of your market ?

 Local
 Regional
 National
 International
 All

13. Which of the following media do you currently use for your marketing?
• Print
• Digital Marketing
• Air
• Telemarketing
• Word of mouth marketing
• Outdoor advertising
• Event

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14. Which of the following part you would like to improve?
• Branding
• Website development / Redesign
• Digital marketing
• Any Other

15. Do you want to add security features and improve performance of your business
website?
• Yes
• No

16. Please check the area where you feel our assistance is needed to help to grow your
business & reach your goals?
• Branding
• Website development
• Digital marketing
• Website redesign
• Email solution for business
• Other

17. When you like to hear from us on branding, Digital Marketing, website development/
redesign?
• One week
• After one week
• After a month
 Other

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