MARKETING STRATEGIES FOR ONLINE WOMEN’S

FASHION STORE
At

THINKSOUCRE INDIA PRIVATE LIMITED

SIP project report submitted in partial fulfilment of the requirements for the PGDM
Programme

By

BHAWANA RAJ
(2013078)

SUPERVISORS

1. MS SANTHI PERUMAL

2. MR SUBHASH ANCHATA

INSTITUTE OF MANAGEMENT TECHNOLOGY, NAGPUR

 ACKNOWLEDGEMENT

Anytime you deny the acknowledgment of your work you are undermining the entire basis
for which the work exists.

-Roy Moore

The satiation and euphoria that accompanies the successful competition of this internship
report would be incomplete without the mention of people who have made this possible.

I would like to take this opportunity to offer my profound gratitude to

Institute of Management Technology, Nagpur for having given me this opportunity to
learn and explore so much more apart from the regular theoretical learning that we are
given during our course. This project was really helpful in bringing about a practical
knowledge in me.

I would like to thank my faculty guide and mentor Ms Santhi Perumal along with my
company guide and mentor, Mr Subhash Achanta, the co-founder of the company, for
giving me constant support and advice and solved all my queries regarding the project.
I am greatly indebted to both for giving me constant guidance, insights and support
during the entire internship period.

I also owe my whole hearted appreciation to all the other interns and employees and my
friends, for their valuable contribution and co-operation.

I would like to add a heartfelt word for all the people once again who have helped me in
bringing out the creativeness of this project.
 TABLE OF CONTENTS

Abstract 01

Introduction 02 – 03

Objectives of the Study 04

Project Work Phase 05

Literature Review 06 – 14

Company’s Profile 15 – 22

Inbound Marketing Activities 23 – 27

One Month Plan 28 – 31

Conclusion 32 – 35

Recommendations 36

Limitations 37

Appendix 38 – 46

Bibliography 47
 LIST OF FIGURES

E business forms and their impact on Supply chain 07

E business forms and their impact on Supply chain 14

One month Model 28

Think Source Page illustrating its reach to the customers 34

Think Source page illustrating the number of visitors and their engagement 35
 ABSTARCT

Marketing is the process through which a product or service is introduced and promoted to its
potential clients or customers. Without marketing, a business may offer the best products or
services in an industry, but none of the potential customers would know about it. Once the
product, service or company gets on the radar screen of the prospects, it increases the chances
that consumers will make a purchase. Thus, any product or service should be backed by right
marketing strategies so as to get its real worth.

The summer internship at Think Source, Hyderabad was focused on one of its upcoming
project of Women’s Fashion Store (E commerce website). This website would envelope the
work of all the top notch designers in and around Andhra Pradesh and few other prominent
cities like Mumbai & Bangalore. The basic idea of the company is to collaborate with these
designers which would enable them (designers) to be a part of the market place on the
company’s website.

In the development phase, the project required me to collect the data of all the designers’
encompassing the kind of apparel they design, their best work, contact information and the
consumer ratings. This data helped the organisation for business development. Further, based
on the literature review, a suitable supply chain model (marketplace or warehouse) was
suggested. Finally, a survey was conducted and marketing strategies for the Women’s
Fashion Store was formulated based on the data analysis, for the project to be launched
efficiently

1
 INTRODUCTION

Electronic commerce has become one of the essential characteristics in the Internet era.
Online shopping has become the third most popular Internet activity, immediately following
e-mail using/instant messaging and web browsing. It is even more popular than seeking out
entertainment information and news. With the fast pacing life of today, people are tending to
go with the options that do not consume the precious time of their lives.
Online Women’s Fashion Store is a proposed project at Think Source Research Private
Limited. This website would be enveloping the work of all the top notch designers in and
around Andhra Pradesh and few other prominent cities like Mumbai & Bangalore. The basic
idea of the company is to collaborate with these designers which would enable them
(designers) to be a part of the market place on the company’s website. Once a sale is made
the product would be delivered by the company to the consumer and the profit would be
shared between both the parties based on the market price as per certain terms and conditions.
The main idea is to give the designers a wider platform to advertise their designs, wherein,
the responsibility of marketing would be company’s task. Thus, it would enable them to reach
a wider range of women consumers and increase their sales. The project initially focuses on
only few cities keeping in mind the risks associated and the financial budget.
In the development phase, the foremost thing that would be required is the details of all the
designers in the targeted cities. The details would be their contact number, complete address,
the type of apparel they deal with, the type of apparel they specialize in and rating given to
the store by the consumers.
Clothing is a seasonal business. Customers prefer clothes as per the trend and season, like
spring clothes in the spring and warm clothing in the winter, so, any clothing business has
limited period of time during which they need to move their inventory. This focuses on the
necessity of an appropriate and efficient supply chain model which the company needs to
adopt so as to fulfil its delivery needs at the earliest. Supply chain basically refers how the
physical goods and other relevant information flow from the supplier end to the consumer
end. At present, the e commerce companies are actively changing the nature of the supply
chain model.
They are precisely redefining the process as to how the consumers learn about, choose,
purchase and use the various products and services. This led to a supply model, called

2
Electronic Marketplace, which is more consumer focused rather than product focused.
Elements of e marketplace supply chain suggest that web based trading companies can
manage their supply chain more efficiently. In view of today’s business trend, the economic
and financial impact of electronic commerce in the business-to-business sector has been
estimated to be approximately six times larger than the business-to-consumer. E-marketplace
supply chain applications enable the companies to automate transaction based activities and
procurement-related processes rather than strategic supply chain activities.
For any venture to bloom, efforts should be put in not only on the technical aspects but also
the strategies should be incorporated with respect to the consumer’s preference and
satisfaction. Thus, comes the final phase of the project. This phase of the project is important
as it will be highlighting various factors leading to the changing consumer preferences based
on which the imporatant marketing strategies can be suggsted. The variables like time, ease
of shopping, wider range, information adequecy, payment facility etc, act as the new features
which shows how the consumer are shifting their preferences and buying habits with
changing trends. Later on, the company also plans to syrevy women between the age gorup of
16 to 4 all over the country to guage consumers preferences and satisfaction levels.
This survey would help the team in quantifying the results of the consumer. By this result and
anaylsis one can expect a certain conclusion about the viewer’s choice and prefernces,.

Marketing strategy for an online women’s fashion store can be devised using the techniques
of Inbound Marketing. The use of inbound marketing effectively can help beat bigger and
better funded rivals. One of the most amazing examples is of Chris Hughes, the co-founder of
Facebook who was also the internet strategist for Barack Obama while he was fighting his
presidential elections in 2008. He used inbound marketing activities effectively to fight
against Hillary Clinton, who had more funds and fame then.

Inbound marketing for the said project can be used for the following reasons:

When companies do not have much funds, or a brand name or value and are competing
against large sized firms or companies with huge amount of funds it has become important to
start using inbound marketing activities.

The nature of marketing should always be in line with what is being marketed. The nature of
venture in web based, thus marketing through the same source would be more effective.

3
 OBJECTIVES OF THE STUDY

 To collect the details of all the designers

 Study the advantages of the marketplace supply chain model and differentiate it from
the conventional warehouse model.
 Design a questionnaire to guage consumers preferences and satisfaction levels on
various variables of e commerce.
 To understand the background and importance of inbound marketing activities.
 Suggest marketing strategies for the online Women’s fashion Store using inbound
marketing techniques.

4
 PROJECT WORK PHASE

PHASE I
- Collecting the contact details of all the designer boutiques in the target cities
- Sorting out the list into three categories:
 Boutiques which would like to undertake the project or have become
probable leads for the company.
 Boutiques which do not wish to undertake market research services
 Boutiques which would like to be contacted at a later stage or who
would call back to avail the service in future.
- Following up with the designers which have shown interests or answered back.
- Providing the designers with detailed brochure of the company and passing
forward the calls to the key members associated with the projects.

PHASE II

- Literature Survey on marketplace supply chain model and studying the supply
chain model employed by other e commerce websites.
- Highlighting the advantages of e marketplace supply chain model and
differentiating it from the conventional warehouse model.
- Gathering information about the background, importance and relevance of
inbound marketing activities in today’s scenario.

PHASE III (MARKET RESEARCH)

- Designing a questionnaire for a survey conducted targeting women of age

group between 16 years to 40 years.
- This research aimed at gauging the consumer preferences and satisfaction
levels on various parameters of online shopping and exclusive designer wear.

PHASE IV

- Suggesting marketing strategies to launch the website, based on inbound

marketing techniques.

5
 LITERATURE REVIEW

The proposed project at Think Source Research Private Limited, Hyderabad, is a web based
Women’s Fashion Store, which would deal with collections of various designers in and
around Hyderabad, Mumbai and Bangalore. Since, the venture is web based, the supply chain
model to be used should be in line with it so as to deliver the order to the customer at the
earliest. This highlights the changing nature of supply chain model employed by various
online stores due to the increased usage on internet.

A few companies like Myntra, Jabong, Flipkart, Amazon, e bay etc., are continuously
revising their supply chain and business strategies so as to deliver the products at high speed
and match the cut throat competition in this field, it is like a marathon to see who wins the
race. For instance, Amazon, Wal-Mart and e-Bay are testing and launching the same-day
delivery services. United Parcel Service allows consumers to choose the date and location for
package delivery. It is always important to match the various opportunities offered by
technology with the more practical and “human” aspect of what is done.

For instance, Myntra applied these changes in its model. Myntra.com is an aggregator of
many brands. Its business model is based on procuring current season merchandise from
various brands and making them available on the portal at the same time as in respective
retail brand outlets. All these products are offered to customers on MRP. Myntra currently
offers products from more than 350 Indian and international brands. These include shoes for
running, tennis, football, basketball and fitness, along with casual footwear from world-
renowned industry leaders like Nike, Puma, Converse, Adidas, Decathlon, Reebok, Lee
Cooper, Numero Uno, Skechers, Crocks, Asics, Fila, Lotto, ID and many more. There are
also casual and dressy footwear for women from Catwalk, Carlton London and Red Tape to
name a few. Myntra follows an aggressive e-supply chain management which makes its
products available at the customer doorsteps in a short span of time.

6
The following research papers highlighted the growth of e market place supply chain model:

1. E-Business and Supply Chain Management: An Overview and Framework

By M. Eric Johnson and Seungjin Whang (2002)
2. The Role Of E-Marketplaces In Supply Chain Management by Teck-Yong Eng (2003)
3. E-Business Supply Chain by The Business Link (2010)

M. Eric Johnson and Seungjin Whang in their paper, “E-Business and Supply Chain
Management” give an overview and framework on three categories of e business, namely

a. e commerce
b. e procurement
c. e collaboration

E commerce helps in building in network of supply chain partners and responds to the
customers as soon as possible.

E procurement deals with the usage of internet to directly or indirectly procure material and
services.

E collaboration helps in coordination among the various supply chain partners over the
internet, with respect to decisions and activities beyond transaction.

E – Procurement E - Commerce

E – Collaboration

Figure 1: E business forms and their impact on Supply chain

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Today’s era is filled with wireless connections, internet has taken over almost everything and
buying and selling over the net has become a common phenomenon. However, it cannot be
denied that internet based software products developed by small start- ups faced a major
setback. Nevertheless, it did not affect the fact that impact of internet on supply chain is
unbeatable. Internet gives opportunities to earn quick money and more precisely, more
money. Many companies are adapting online media to suit their buyer’s convenience, as
many of them are ordering online. Part from trade, applications have also become much
sophisticated and user friendly. For instance, all the major industries today, not only use
internet to transact but they also generate data. This enhances and refines the decision making
approach companies’ use today giving them a better edge over their competitors and also
efficiency in their results.
Owing to the number of challenges in the global supply chain management and the growth in
business community, it would be very appropriate to say that internet will find its way to
more better and efficient applications.

Teck-Yong Eng in his paper, “The Role of E-Marketplaces in Supply Chain

Management” discuss about elements of electronic marketplaces which suggest that web
based trading system would help the companies to buy, sell and manage their supply chain
more efficiently. The most important finding of the study was that the use of e marketplace
gave lowest per unit cost of procurement. The basic benefits of strategic supply chain depend
on effective communication and exchange processes. E marketplace provides a platform
with shared web based infrastructure that enables participant organisations to effectively
communicate with each other. Another most important benefit is the product introduction. It
is possible and convenient for an organisation to work with different partners and customers
simultaneously which reduces the time and the cost needed for new product development and
development. Also, there are greater chances of product acceptance due to the usage of e
marketplace because of prior involvement of external participants. But at the same time,
improved trading relations with the partners are not a benefit of the e marketplace supply
chain model and are less apparent than operational efficiency. This certainly creates difficulty
in balancing marketing mix and integrating supply chain process.

8
Contributions of E marketplace to Supply Chain Management
i. Unit Cost Reduction
ii. Increased Efficiency
iii. Streamlined Operations
The auction facility has the most significant contribution in the unit cost reduction.
Implementation of E Marketplace System
The findings in this section highlight the participation of the organisations in the retail
sector. There were two main barriers which came into light, for implementing strategic
collaborative supply chain process. These can be explained as under:
1. Technical uncertainty with respect to the reliability of the e marketplace. Migration
from EDI to e marketplace system requires technical support and combination of
various supply chain activities.
2. Sharing vital strategic information with the other participant organisation is not a
common practice. Thus this becomes a barrier to the types of collaborative and
strategic SCM activities that can be carried out in the e marketplace.
Managerial Implications
Firms which are keen to gain advantage out of e marketplace should be very careful while
they interact with the other participant organisations as it requires integration of their
various functional areas. A successful manager will definitely be the one who will be
proactive to make the market makers develop technologies that are in line with the
internal business process. E marketplace provides number of benefits with respect to
supply chain management, but in the process the firms and their managers should not
overlook the time consuming process of relationship development.
As the supply chain is a network of multiple businesses and their relationships, the final
success of the firm will always depend on the manager’s ability to integrate the
company’s complex network of business relationships.
In view of the benefits of the e marketplace supply chain services, the manager should
also weigh the costs and benefits associated with its implementation. A difference
between gross and net savings must be made from using various e business tools for
SCM. Finally, managers would need to develop ways in order to measure and report costs
and other performance as more and more activities are carries out using
e marketplace.This envelopes the measurement of the costs and benefits across functional
areas within and beyond the organisations.

9
The Business Link, a non-profit organisation in their article, “E-Business Supply Chain”
initially focuses on the Supply Chain Basics describing the process as the movement of goods
and its associated information from the producer to the consumer. Main activities can be listed as
under:

1. Production
2. Planning
3. Purchasing
4. Materials management
5. Distribution
6. Customer Service
7. Sales Forecasting

These processes are very important for the success of any operation in any area be it
manufactures, wholesalers, or service providers. With the invent of electronic commerce and
internet, the nature of supply chain, are fundamentally changing and redefining how customers
are educated about select, purchase and use products and services. The result of this was in the
form of Business to Business supply chains that are more of consumer focused rather than product
focused.

Impact of E commerce on Supply Chain

a. Cost efficiency
b. Change in distribution System
c. Customer Orientation
d. Shipment Tracking
e. Shipping Notice
f. Freight Auditing
g. Shipping Documentation and Labelling
h. Online Shipping Enquiry

Changing Face of Business

Many companies are looking forward to defy conventional approach and adopt new ways. This
new approach connects the suppliers and the customers who are alike, combining them in value
nets instead of combining them through supply chains. It focuses on the fact that mere having a
good product is not enough to flourish in the market but one needs to put the customer
preferences at the centre and build the value around it.

10
 It is essential to understand that the customer’s priorities do not come from the customers as a
whole, but from individuals who have unique needs and wants.

Why Internet?

It is a medium that allows quick and secured communication. It facilitates batch processing,
transmission of unlimited data type and open, non – proprietary network thereby leading to
significant value creation. There are basically three distinct categories where business to business
e commerce can be applied to extract value, they are

1. Reduced transaction charges

2. Improved market efficiencies
3. Enhanced supply chain benefits

E marketplaces’ Business model needs a change

Industry experts predict that many of the business to business e marketplaces will nor survive the dot
com shake out. The main change would be in the area where manufacturers were connected with the
suppliers through the distribution channels. The main benefit of public e marketplaces is basically
system integration.

Rise of Private e marketplaces

As the businesses today are adopting an online marketplace approach, the suppliers today are
becoming more customer focused and are taking care of certain factors listed as under

 How can I make it easier for my customers to do business with me?

 How can I take care of my existing channel partners?
 How do I ensure my return on investment (ROI) for my technology investment?
 How do I increase my market capitalization over the long term?

The answers to these question zero down to one concept and that is of private e marketplaces. These
types of market places are gaining advantages in today’s market because they have the capacity to
include all the channel partners. The buyers will benefit from this concept because they will receive a
better and improved service before and after.

Thus e market place will provide a greater advantage and control over the vital factors like branding,
marketing providing long term customer satisfaction.

11
 INBOUND MARKETING

What is Inbound Marketing?

Inbound Marketing focuses on earning the prospect’s attention and not buying it. In the
past, the power lied with the sales function i.e. information about the product and the
buying process. Not today. The tables have turned now and the purchaser can go online
and get depth information about everything he needs.

According to an article, “The Five Crucial Questions to Ask about Inbound Marketing”,
by Jean Marie Caragher, inbound marketing can be summed up by answering 5 basic
questions.

#1. Will Inbound Marketing help the firm getting found online?

Inbound Marketing, is basically about creating and sharing the content. It focuses on
getting found by the prospects on websites, blogs, social media, podcasts etc. As per a
research conducted by Google and Compete in October 2011, 71% of the business to
business buyers get their data from the internet. When any prospect will be looking for
the services, inbound marketing will help the firm getting found. Once the content is
created, it must be considerably optimized for search engines via social media. The power
of the content will increase exponentially through social media.

#2. Will inbound marketing help the firm generate leads?

Any major marketing activity aims at creating lead generation. As per Hub spot’s 2013,
“State of Inbound Marketing report”, 34 per cent of the total leads came from inbound
marketing sources and 22 per cent from outbound sources. The key sources being email
marketing search engine optimization and social media. Also, a major source is blogging,
which can help get customers in this era. According to the same source, 82 per cent of the
marketers who blog on a daily acquire one customer through the blogs compared to their
counterparts who blog monthly. Just drawing the prospect will not be enough; one must
work to generate the lead from the prospect. While the blogging part is available to
everyone, premium offers can be linked to call to action buttons, which would be
available to the visitors who fill their email address. Also, only one premium cannot
guarantee the sale. The marketer must keep on providing offers and premiums so as to
keep the prospect’s interest intact.

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 #3. How can the content be created necessary for inbound marketing?

Creating proper content is always a challenge to the marketers. Many of them face
problem in creating a content that would be relevant and serve the purpose appropriately.
While writing the content the marketer must keep in mind the following issues:

 Questions asked by the clients

 Basic needs of the clients
 Email topics received from the clients
 Client trends and challenges
 Challenges faced by the companies at different stages of development

Another big challenge is to get out the knowledge and detail through the content in an
appealing manner. This can be done by an excellent content writing team or it can also be
outsourced.

#4. How much should a firm spend on inbound marketing?

According to Hub spot’s 2013, “State of Inbound Marketing report”, 48 per cent of the
marketers increased their 2013 inbound marketing budget. 34 per cent of the total budget has
been assigned to inbound activities, to be more precise. These figures clearly show the
importance given to inbound marketing activities by firms and hence an optimum part of the
budget should be given to the same.

#5. How can a firm get partner buy in to implement inbound marketing activities?

The tactics and campaigns implemented by inbound marketing techniques are easy to
quantify. Therefore, it is quite easy to measure the return on investments. While pitching
about inbound marketing to the partners, the necessary details must be taken care of. Budget
must be checked and the futile activities must be replaced with inbound marketing activities.

13
The overall inbound marketing methodology can be illustrated as

ATTRACT CONVERT CLOSE DELIGHT

CUSTOMERS
STRANGERS

VISITOR
BLOGS, CALL TO EMAIL SOCIAL

LEADS
SOCIAL ACTION MEDIA
LEAD SCORING
MEDIA
FORMS CRM
CALL TO
KEYWORDS INTEGRATION ACTION
CONTACTS
PAGE

Figure 2
Inbound Marketing methodology
Source: Hub spot, Inc.

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 ABOUT THINK SOURCE

Think Source India Private Limited in July 2013, in Hyderabad with an aim to provide
businesses with a unique approach to all their research needs, ranging from the areas of
branding, market positioning to the testing of new products.

Think Source is a boutique market research firm providing high quality market research
services and effectively making critical data available to its clientele, enabling them to take
informed decisions through which they cannot just establish themselves in the global
marketplace but also differentiate themselves. Think Source provides comprehensive data
collection and analysis services through a combination of online and offline market research
and data collection techniques with highly skilled professional resources working on every
project.

Led by Mr Praveen Dorna, MBA in Entrepreneurship from USA and Mr Subhash Achanta,
MBA in International Business, Think Source uses latest analytical tools to intelligently
gather market research information and help its clients develop the appropriate and most
suitable strategies. Various start-ups, small and midsize companies and market research and
consulting firms make up the clientele of Think source.

What sets Think Source apart from other market research companies is the Globally
distributed resources across India and USA bringing in diverse perspective,. Think Source
has trained field resources available for disposal locally across Tier I and Tier II cities across
India enabling thorough penetration and providing reliable results.

15
 COMPANY’S PROFILE

Vision

To be India's leading and most efficient player in collecting, organizing and analysing market
data.

Mission

To deliver, the clients and respondents, superior service, optimal service and the highest
standards of professionalism and integrity, thereby achieving market dominance in market
research and data collection.

Main Competitors

- Market Research Agencies based out of Hyderabad

- Independent consulting start-ups and freelance consultants based out of Hyderabad

Profit:

NA (Still haven't completed the 1st year in Operations)

Number of employees

10

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 SERVICES OFFERED AT THINK SOURCE

Think source provides a comprehensive set of services that ranges from data collection, field
work, market research to analysis of the same. They also provide management, strategy and
innovation consultancy tailor-made to suit the organizations and business needs.

The following is the list of the services provided or offered by Think Source Research.

Data Collection and Fieldwork

• Design/adjustment of survey instruments

• Translation into local languages
• Recruitment of respondents, sampling
• Data collection, interviews or moderation
• Data cleansing or data analysis
• Interview transcription
• Reporting

Market Research and Analysis

• Primary Market Research

Interviews
Focus Group
Surveys
• Secondary Market Research
Desk Research
Observation

• Consumer Research
Behaviour Research
Customer Satisfaction
Customer Service and Target Group Research

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• Product Development
Product Testing
Price Testing
Product Segmentation
Distribution Channel Analysis

Consulting

• Management Consulting
• Strategy Consulting
• Innovation Consulting

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 PEST ANALYSIS

POLITICAL ANALYSIS

- No trade barriers
- Low tax benefits
- No union interference
- No imposition of strict government policies

ECONOMIC ANALYSIS

- Minimal expenses on employees (interns)

- Collaborations with counterpart across the nation
- Minimal infrastructure and facility cost

SOCIAL FACTORS

- Networking will help the company expand

- Global connections
- Employees from diverse backgrounds

TECHNOLOGICAL FACTORS

- Data collection methods have changed

- Data analysis methods have changed

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 PORTER’S FIVE FORCES ANALYSIS

1. Threat of new entrants

In a market research industry the entry barrier is very less and hence the market place is
crowded with competitors fighting for margins.

2. Threat of new products or services

The threat posed by the company is quite less because market research industry is needed
by all the sectors for planning and developing any product or service..

3. Bargaining power of customers

Owing to the minimal entry barriers, there exist a lot of competition in the market
research service industry thus giving the bargaining power to the customers when it
comes to pricing and terms.

4. Bargaining power of suppliers

The suppliers in a market research service industry do not generally exist. Data
collection partners in some cases maybe called as suppliers to some companies who do
not have their own data collection forces. In such cases the bargaining power of the
suppliers is very less, as there are a lot of people in the market who can collect data for
the market research firms.

5. Competitive rivalry of market

Factoring in the first four forces, and the fact that the industry does not require a very
high financial capital investment, we can derive that the competition in this industry is
tough with a low entry barriers and high bargaining power lying in the hands of the
customers.

20
 SWOT ANALYSIS

STRENGTHS

- Cost leadership – Think Source enjoys a cost leadership benefit compared to its well
established competitors as it offers a very low price for its services.
- Customization – Think Source tailors offerings to each individual customer or
customer segment depending upon their budget and requirements.
- Newness – being a start up the company has been established with a lot of new ideas
and offerings that the existing market research companies have not ventured into.
- Treats all its employees as entrepreneurs.
- Low cost of business – compared to the other metropolitan cities in India, the cost of
living in Hyderabad is comparatively very less.
- Human resource – Think Source has employees and interns Who are young,
encouraging fresh ideas

WEAKNESSES

- Foothold only in Hyderabad

- Technological skills – Think Source has currently not ventured into the new
technological developments for data collection methods.
- Financial resources – insufficient financial resources make trying new ideas and
technologies a little difficult at this stage
- Less experience and exposure in different industries
- Bargaining power of customers is very high as the competition in this industry is
intense
- Low bargaining power of suppliers as the people required to collect data are plenty in
numbers

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OPPORTUNITIES

- Chances to expand nationally and globally

- Changing lifestyles and technology have given rise to new opportunities in the market
to explore
- Technological developments and innovation for data collection, data interpretation
and analysis
- New markets and industries
- Customer awareness- the understanding of the importance of market research and
consultancy before venturing into a new business, industry or product.

THREATS
- Well established companies in the market with a lot of experience and exposure in
different industries.
- Clients would have less loyalty

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 INBOUND MARKETING ACTIVITIES SUGGESTIONS

As a marketing intern, in this phase of my internship I was asked to suggest marketing

strategies as to how this women’s fashion store can be launched effectively using inbound
marketing techniques. In view of this, i had to suggest certain strategies with respect to the
website of the store which was to be created in near future by the technical team of the
company. Later on, I suggested strategies for the social media links of the project, followed
by a one month plan

As stated above, the very basic thing to start with, would be the content of the website of
Women’s Fashion Store. It is very important for the website to be a blend of online shopping
and a fashion boutique website. It should satisfy, three major concerns of the customer

1. Provide latest fashion attires

2. Provide ease of ordering
3. Assure quick delivery

There are numerous e commerce websites and designer’s online portals, out of which many
are quite well established and have a good market base. These are companies that have been
established since 10 - 15 years. But out of these the ones that have good content are only few.

Women’s fashion store being under Think Source will have an impact how Think Source
appeals the audience. As a start-up company in India with so much of competition around
there might be clients who could question the company’s experience. Brief mention about
Think Source’s other projects would help the visitors know the brand better. There could be
a column on the website that talks about your past projects and experiences. This might give
the clients an idea of the kind of projects already taken up by the key people associated with
the company, leveraging the value preposition of Think Source. After describing about the
brand in brie, the illustrations should be focussed on the features of the women’s fashion
store.

To start with we should mention the list of designers whose work is going to be made
available to the customers on the portal. Then comes the cities from which these designers
hail. The cities will draw an impact on the attires in which these designers specialize, which
will reflect the regional culture in the form, fabric and colour which will reflect in their work.
It is crucial to list the designers based on the cities so as to enhance the regional effect.

23
We could also provide extended services to the customers and clients which the other
competitors don’t, to have an edge over them on the service front. For example we could
have them list their preferences, choice of fabric, choice of colour etc., so that the required
order can be placed on customer’s behalf. By this, we can provide a customized experience to
the visitors taking care of their minute needs. So, in this case we can have a pretty Indian
bride leaving the website satisfied as she can get the same Lehenga in pink colour for her
wedding which she had seen in golden and red on the website.

The apparels can be grouped in genres like wedding wear, casual wear, evening wear, gowns,
tunics, silks and then speciality by the designers with their regional touch.

There could be a column which talks about how the company plans to deliver the products to
its customer. A brief insight about the supply chain system to the customers will highlight
certain USPs of the service provided like:

1. Timely Delivery
2. Ease of Payment
3. Hassle free distribution channel
4. Reliable Connectivity

Finally a quality check done by analysts and moderators.

We could also have a column for testimonials or suggestions or insights from the visitors and
the community group.

Contacting customers only through website is not enough where the world is blogging about
each minute. Apart from working on our website we could start writing our blogs which have
very good content on latest fashion trends and colours and designs used across and also
articles for a lot of people to read. Now these articles would be talking not about our
company or what we serve but about the Fashion industry. It could probably talk about the
recent changes in the industry, about those successful designers who have made it big, their
style of work, their take on latest trends and various suggestions. So here we try to target the
customers as well as aspiring entrepreneurs, start-ups, and every person who is into this
industry to read these blogs.

If these blogs are well- written we could have a lot of people coming to our websites through
these blogs. Apart from this we could also draw a lot of subscribers to out blog-sphere which
could be directed finally to our website. The blogs could be shared with a lot of people on

24
various social networking sites and this could pool in a lot of people to our website and
increase our visibility in the market.

Apart from this we can have a lot of interesting articles or pictures and info graphics on face
book page too. All the news could be shared there as well to have a constant buzz on all
social media platforms so that Women’s fashion Store as a brand and the website looks
lively.

We can also use the RSS to have a section of say news or articles or the website as a whole to
be subscribed by visitors on our website to have constant e-mails sent to them on any new
updates.

We could also work on twitter and LinkedIn a while later to be active on these social
networking sites too.

25
 EXTENSION OF INBOUND MARKETING ACTIVITIES

After having received and approved of the suggestions I was asked to a detailed report of the
same. Hence I compiled suggestions on the extension to the inbound marketing activities’
suggestions.

“While we have already discussed on the Inbound Marketing activities to be explored with, to
make our place and visibility in the market, here is an extension of the same.

Keeping in mind the aim of the activities which is to generate a lot of traffic, create a
following, and generate interactions, ultimately generating revenue for the company, the
following could be followed:

BLOGS:

With a few articles already ready to be uploaded in the blogs column, we can have it posted
every Tuesday between 9am to 10pm when most of the social media participants are active.
The blogs could contain perfect graphic images which are in conformance to the topic being
written about, showing the creative side of the company. We can have a lot articles with
information a little difficult to understand or which are quite lengthy, be explained with
info-graphics which are easy to understand and are creative as well as attractive to be shared
with a lot of people across the social media sites.

The blogs or articles which are written can have an extended note by the author to give
relevant tips to the readers as well, which is conveyed in a tone which is conversational and
not very business-like or formal , to engage and involve readers to the discussion. Also, since
the target audience is women, the articles to be posted should be in view of the target
audience with a feminine touch so as to interest them. It could be made sure that the blogs
are mobile friendly or could be easily viewed on mobiles too as a lot of people these days
view social media sites through their cell-phones.

It could be made sure on a daily basis to respond and follow up to the blog’s queries,
comments or suggestions.

26
FACEBOOK OR TWITTER:

With a lot of quotes, blogs, articles, info graphics, news and relevant information available
we could have these updated on Facebook every day to create a constant buzz and make the
presence of the company be felt amongst viewers and subscribers.

We could also have the cover picture of the Facebook page of Women’s Fashion Store be
changed every Monday to give a fresh look to the page starting of the week.

This cover picture could have very creative graphics which would reflect to the viewers that
though it is a fashion site page, it is different from others. It could portray the key benefits
which the customers would derive being associated with the project.

Through the Facebook page we could also strengthen our in-person events which we could
organize every weekend for creating the visibility of Women’s Fashion Store amongst Social
butterflies, college goers, working women, bride to be etc.

We could promote these events by creating an event page which could be initiated 10 days
before the event. The people clicking on the “attending” key or the potential attendees could
be encouraged to interact with us and give suggestions on what and how they would like the
discussion to be held and could also be asked what they are expecting out of the event.

We could also invigorate these probable attendees through relevant videos or blog posts on
the very same topic. We could also use hash-tags for these events for integrating all the
information or discussion happening across various pages. By the end of the event we could
also have a presentation be sent across to all those people who attended the event and the
ones who couldn’t through these social media sites.

We could have quotes on “FASHION FOR WOMAN OF SUBSTANCE” be posted every

FRIDAY too.

We could post questions related to fashion and designer wear for people to answer and have
more engagement with the company’s page and also to generate a conversation with them.
This could be posted every THURSDAY and the responses to the queries, suggestions and
answers could be given on a daily basis.

On SUNDAYS we could review, track, measure the responses of the various activities carried
out on different social media networks and a plan could be devised for increasing or
improving the responses, followings so as to generate leads and customers.

27
 ONE MONTH MOCK INBOUND MARKETING PLAN FOR
IMPLEMENTATION

After receiving the work on inbound marketing suggestions I was asked to make a one
month’s mock inbound marketing activities’ program. Below is the transcript of what I was
required to submit to the strategist head.

This is a blue print of the plan that we could implement for the coming thirty days. Every
colour indicates different inbound marketing activities.

Figure 3 One month Model

28
Standard Plan for Content Release

Starting from this Thursday i.e. 1st May 2014, we can have a calendar of the month
specifying important occasions of the month and depending upon the day we can perform six
major activities:

1. Change of cover picture

2. Picture or a graphic with a quote
3. Generating response through questions
4. Blogs and info graphics
5. Webinars and Events
6. Theme based display

Also, every Monday we could have the cover picture of Women’s Fashion Store FB page
changed to give it a fresh look beginning of every week. Similarly, every Tuesday we can try
to generate responses and interaction by posting questions to the subscribers of the page.

Every Wednesday we could post interesting graphics and pictures with quotes or messages.
Every Thursday we can have blogs and info graphics released of hot topics and subject
related topics. Every Saturday, we can change the theme display to a pattern. Every Friday
we could release new contents on the website. Sundays can be used to review the week,
quantify the leads and plan for any changes.

Additional Releases for Special Events:

Apart from the standard release of contents we would have from Monday to Friday, content
release on special days and events.

On 1st of May 2014, we celebrate International Labour Day. For this occasion we could
have a picture with a greeting from Women’s Fashion Store to all the subscribers. Also, the
cover photograph of the page can be changed in view of the occasion.

On 2nd of May 2014, we celebrate the Akshaya Trithiya. We could generate responses by
asking subscribers what they bought on this auspicious occasion. They would personal
message on the page and we can have them released every hour of the day. Besides this the
cover page can be changed to a photograph depicting importance of this day for Indian
women. Also, the website can have all the displays in Golden coloured traditional attires
marking the importance of the day.

29
On 3rd of May 2014, we celebrate World’s Press Freedom Day; it is an out and out social
event. The cover picture can be changed. Responses can be generated from the audience
about their opinion. And also webinars and events can be created where we could discuss
about the freedom of press and also about the latest fashion and trends of attire in the media
world.

On 8th of May 2014, we celebrate Worlds Red Cross Day. We can have a blog or an article
written on the Red Cross and also release info graphic related to the facts of the same topic.
The theme of display can be changes to mark the occasion.

On 11th of May 2014, the second Sunday of the month is celebrated as Mother’s Day across
the globe. On this day we can have a change of the cover photograph on the social media.
Also, responses can be generated by the customers who can post their special moments with
their mother and the best. This can give an emotional connect with the audience. Also the
theme of the website can be changes with combination of attires for mother and daughter
with the same fabric print and colour.

On 12th of May 2014, we celebrate International Nurses Day. We can have a picture
released wishing all the nurses the same. Also the display on the website can be changed to
all white themes marking the uniform colour of the nurses.

On 13th of May 2014, Muslim community in India celebrate Hazrat Ali’s Birthday. Adding
this day in the calendar would be especially for the Islamic sect among the customers. It will
also create a secular opinion about the company. In addition to this the theme of the website
can be changed.

On 14th of May 2014, Buddha Poornima is celebrated. Women’s Fashion store can wish its
customers by posting a picture or a graphic. Also the display of the website can be changed to
a common theme that can be orange coloured attires with kalamkari work or so.

On 15th of May 2014 we celebrate International Family Day; a lot of stuff can be done on
this day. Cover picture can be changed. An article about the topic can be posted along with a
graphic on the blog. The website can have a theme of attires for probably all the members of
the family, across the ages from toddler to old age.

On 21st of May 2014, we celebrate World’s Terrorism Day. A picture with a graphic can
be posted. We can generate responses from the audience by asking them about their opinion
on terrorism. Also webinars can be organised on the same topic.

30
On 25th of May 2014, we celebrate Towel Day. We can have a picture released. Also the
theme can be changed to attires with towel fabric, like bath gowns.

On 25th of May 2014, Islamic communities in India celebrate Shab-e-Meraj. A picture with
graphic can be released to wish all the customers. Also the theme can have dresses in green
colour to mark the traditional Islamic colour.

On 30th of May 2014, we celebrate Goa Statehood Day. We can have a very interesting
picture released on this day. The theme of the website can be changed to floral prints, tunics
and beach wear to mark the occasion.

On 31st of May 2014, we celebrate World’s No Tobacco Day. We can generate responses or
interactions with the subscribers by asking them what is their take about tobacco and how
they did or their loved ones get rid of the habit, if any. The cover picture can also be changed
and picture with graphics requesting to avoid tobacco can be uploaded.

31
 CONCLUSION

Think Source India Private Limited has young energetic employees and interns who are
encouraged, motivated and led by the two co-founders of the company, Mr Subhash Achanta
and Mr Praveen Dorna. The upcoming project at Think Source India Private Limited was
about a web based Women’s online fashion Store. The basic idea behind the project is to
integrate the works of various designers across cities and make it available to the customers
at a common platform. The project was at the developing stage thus it required a lot of
ground work and research to be done to create a substantial base to launch it effectively.

It started off with the collection of details of designers from various cities. The information
was then submitted to the business development team to contact. The second phase was to
study about the e marketplace supply chain model and highlight its advantages over the
conventional warehouse model. Further, I was required to suggest marketing strategies for the
women’s Fashion store based on the inbound marketing techniques. This required a thorough
study of the concept of inbound marketing from its basics including the common topics like

1. What is inbound marketing?

2. What is its importance in today’s era?
3. How inbound marketing is appropriate for the service provided?
4. What are the various inbound marketing techniques?
5. How to generate and create leads using various inbound marketing techniques?
Based on the study certain suggestions were made for the website, social media page and
blog of the company. This was followed by a model of one month plan using the techniques.
Finally, a questionnaire was to be designed which would be used by the company to gauge
the consumer preferences and make necessary amendments accordingly.

There was a lot of learning from this project with respect to the marketing subject and overall
management system of any organization. The project introduced me to the topic of inbound
marketing, altogether new dimension in marketing. The insights of this topic helped to
understand few basic stances in marketing and especially when a brand has to start from
scratch.

32
There was a lot of apprehensions as Think Source was start up and hence brand building was
no a cake walk. It also exposed me to the real time situations any firm faces on day to day
basis in terms of management, finances and development.

Managerial Implications

Bottom up Approach

Giving the customer’s at most priority and understanding their needs is what a service
providing firm should be concentrating on. Think Source on the same lines, has come up with
a new concept in the industry which is to customize the needs of the clients according to their
needs and budget The company enjoys cost leadership as it has priced its offerings and
services at a comparatively low cost than its competitors. It also promises to its clients if
quality work and aims to consistently deliver the results.

Managing the Resources

The company was found to encourage a lot of fresh and new concepts and ideas, there were
several interns hired from various Business schools. The company, as described earlier is a
start- up and hence had tight financial resources and thus, there were low number of full time
employees. But this was covered up by the team of interns working on various projects.

The company also managed many of its operations by outsourcing as it did not have separate
departments organized as yet. For instance, team of graphic designers to carry out the
inbound marketing activities that were planned.

Building Networks and Gradual Expansion

The company is in the process of acquiring new technologies in the market that are used for
data collection purposes and plans to stay updated with technological changes and the
changing trends in the industry. Though think source does not have past experience and
exposure in different industries and has relatively less experience compared to other market
research firms it has always managed to make it way to impress its customers with its pricing
and quality work.

Planning for Future

In a few months with profits building in for the company it plans to start hiring employees to
work full time and recruiting specialized employees working for content and backend
operations of marketing.

33
The company is consistently working on making its presence felt in the market. Concepts of
Inbound marketing as planned to use for its upcoming project, the company uses the same
media to reach out to its customers in its core business too. This can also be counted as an
efficient way of marketing, given the financial conditions of the company, as these
techniques provide a reasonable cost cutting in advertisement and promotion.

The use of social media to reach out the customers can be illustrated as under

Figure 4

Think Source Page illustrating its reach to the customers

34
 Figure 5

Think Source page illustrating the number of visitors and their engagement

Though the activities weren’t very consistent and frequent as planned, yet we could observe
if we build up the content for the social media releases we could have a lot of reach in the
market through blogs, articles, posts, info graphics etc. Due to tight financial budget
constraints in the month of March, April and May, these activities could not be carried out.
But, soon in the coming few months it would hire the required work force and be active on
social media too.

35
 RECOMMENDATIONS

- Hiring of full time employees to restrain from discontinuity of work flow.

- Hiring employees with past experiences in industries that the company hasn’t
ventured into yet.
- Taking a financial loan for the company to overcome the problem of not being able to
carry out marketing and branding efforts.
- Being updated with new technologies in the market for data collection purposes
- Collaborating with other market research companies in tier II and tier III cities to
garner projects from clients based out of those cities

36
 LIMITATIONS

- Due to tight financial budgets, the team required building and working on info
graphics, graphics, blogs and articles for carrying out Inbound Marketing activities
could not be hired.
- The new technologies in the market for data collection purposes is taking time to be
built hence the company has to rely on conventional means for now.
- Lack of highly skilled employees for data interpretation and analysis
- Lack of departmental administration
- The company is risk averse due to its current financial budget constraints
- Lack of past experiences and exposure in different industries often leads to failure in
converting most of the prospects to customers
- Lack of resources to carry out market research operations in tier II and tier III cities
- Hiring interns often leads to discontinuity in the work flow

37
 APPENDIX

QUESTINNAIRE

WOMEN’S FASHION STORE

NAME:
GENDER:
AGE:
EDUCATIONAL LEVEL:
o Bachelor’s degree
o Master’s degree
o PhD

1. Do you shop online?

o Yes
o No

2. How often do you shop online?

o Once a month
o Once every three months
o Once every six month
o Once a year
o Never

3. How would you rate your proficiency on internet?

o Novice- just learning how to use the internet
o Intermediate- I feel comfortable with the internet
o Advanced- I can easily access everything on the internet

4. Assuming you intend to conduct online shopping which of these purchases would you
make: (tick one for each product)

Never Rarely Sometimes Often Very Often

Flowers
CDs/Books

38
Cosmetics/Health Products

Jewellery
Apparel/Footwear
Movie tickets
Electronics
Hotel Reservations
Travelling tickets

5. Select an approximate maximum amount you would spend on a single online

purchase:
o Less than ₹500
o ₹500 - ₹1000
o ₹1000 - ₹5000
o More than ₹5000

Please select your level of agreement with the following questions:

Strongly Disagree Disagree Neutral Agree Strongly Agree
1 2 3 4 5

1 2 3 4 5
6 I think shopping on
internet saves time.
7 It is a great advantage
to be able to shop any
time of the day on the
internet.
8 The selection of
products on internet is
very broad.
9 The description of
products shown on the
website is accurate.
10 The information given
about the products and
services on the internet
is sufficient.
11 Net banking makes
online shopping easy.

39
 12. Rate the following sites on the basis of given attributes:
(1-Poor; 5-Excellent)

User Product Quality Delivery Mode

Friendly Range time of
Payme
nt
amazon.com
ebay.com
myntra.com
jabong.com
flipkart.com

13. Rate your satisfaction with the delivery of online purchases:

1 2 3 4 5

14. What are the common problems faced by you during online shopping?

PROBLEM YES NO
No touch and feel
Late delivery of
products
Shipping cost is high
Customer service is
poor
Inflexible return
policy

40
 THINK SOURCE EXPERIENCE

Having worked with Think Source for three months was truly an experience to cherish. Quite
contrary to how I imagined, it was very easy for me to approach the people whom I was
working with. The work culture of Think Source was largely very healthy and every
employee and intern was satisfied and happy to be working with the organization for the
space it gave to the employees.

The day started around 10 in the morning with fresh faces greeting everyone and getting
down for their jobs. The tasks were being given to everyone by the supervisors before 10:30
and if need be they were told individually how to go about doing it.

Then there were different rooms designed for group of people working for the same project
or task where they could all have lunch together and discuss about the formal and informal
meetings. There were also interns from different colleges as well who were working there,
and this led a lot to learning from them as well.

The day used to come to an end around 6 in the evening with all the interns giving verbal
report to the supervisor of the tasks they did through the day and with the supervisors giving
them suggestions and word of encouragement. Throughout the internship period and I was
made comfortable and treated as a part of the organization.

On the whole, life in Think Source was a totally splendid experience.

41
 DAILY SCHEDULE AT THINK SOURCE

DATE TASK

1st April, 2014 Introduction to the company by Mr Subhash

Anchata
(Week 1)
Briefing on the proposed project Women’s
Fashion Store

Data Collection : Designers in Hyderabad

2nd April, 2014 Data Collection : Designers in Hyderabad

3rd April, 2014 Data Collection : Designers in Hyderabad

4th April, 2014 Data Collection : Designers in Hyderabad

7th April, 2014 Data Collection : Designers in Bangalore

(Week 2)

8th April, 2014 Data Collection : Designers in Bangalore

Briefing about E marketplace Supply chain

model

9th April, 2014 Data Collection: Designers in Bangalore

10th April, 2014 Data Collection: Designers in Bangalore

and Mumbai

11th April, 2014 Data Collection: Designers in Mumbai

15th April, 2014 Data Collection: Designers in Mumbai

(Week 3) Collection of research papers on

marketplace supply chain model

42
16th April, 2014 Approval of research papers by Subhash
Anchata

Started study on
E-Business and Supply Chain Management:
An Overview and Framework

By M. Eric Johnson and Seungjin

Whang (2002)

17th April,2014 Study on

E-Business and Supply Chain Management:
An Overview and Framework

By M. Eric Johnson and Seungjin

Whang (2002)

18th April, 2014 study on

E-Business and Supply Chain Management:
An Overview and Framework

By M. Eric Johnson and Seungjin

Whang (2002)

Presented the summary to Mr Subhash

Anchata

21st April, 2014 Started study on

(Week 4) The Role Of E-Marketplaces In Supply

Chain Management by Teck-Yong Eng
(2003)

22nd April, 2014 Study on

The Role Of E-Marketplaces In

43
 Supply Chain Management by
Teck-Yong Eng (2003)

23rd April, 2014 Study on

The Role Of E-Marketplaces In Supply
Chain Management by Teck-Yong Eng
(2003)
Presented the summary to Mr Subhash
Anchata

24th April, 2014 Started study on

E-Business Supply Chain by The
Business Link (2010)

25th April, 2014 Study on

E-Business Supply Chain by The Business

Link (2010)
Presented the summary to Mr Subhash
Anchata

28th April, 2014 Briefing by Mr Subhash Anchata on

Inbound Marketing
(Week 5)
Started Study on Inbound Marketing to
suggest Marketing Strategies for the
Women’s Fashion Store

29th April, 2014 Study on Inbound Marketing

2nd May, 2014 Study on Inbound Marketing

5th May, 2014 Started working on Marketing Strategies

44
 (Week 6) using inbound Marketing Techniques

6th May, 2014 Worked on Marketing Strategies using

inbound Marketing Techniques

7th May, 2014 Worked on Marketing Strategies using

inbound Marketing Techniques

8th May, 2014 Presented the work on Marketing Strategies

to Mr Subhash Anchata and was
recommended changes on the same

9th May, 2014 Worked on the changes suggested an

presented the same

Was Asked to design a model for one month

using the techniques suggested

12th May, 2014 Started working on the one Month Plan

(Week 7)

13th May, 2014 Worked on one Month Plan

14th May, 2014 Worked on one Month Plan

Reviewed by Mr Subhash Anchata and was

suggested few changes in the method

15th May, 2014 Worked on one Month Plan

16th May, 2014 Presented the final one month plan to

Mr Subhash Anchata

19th May, 2014 Briefing by Mr Subhash Anchata on the

questionnaire needed to be designed
(Week 8)
Working on questionnaire

20th May, 2014 Worked on questionnaire

45
 Presented the same to Mr Subhash Anchata

21st May, 2014 Started working on the Documentation

22nd May, 2014 Documentation

23rd May, 2014 Documentation

26th May, 2014 Documentation

(Week 9)

27th May, 2014 Documentation

28th May, 2014 Documentation

29th May, 2014 Documentation

30th May, 2014 Documentation

Received the Certificate from the

organization

Non Functional Days

14th April, 2014 – Dr B.R. Amedkar Jayanti

30th April, 2014 – Elections in Hyderabad

1st May, 2014 – International Labor Day (or) May Day

46
 BIBLIOGRAPHY

The material for the completion of this report was taken from the various sources
Research Papers and articles
- E-Business and Supply Chain Management: An Overview and Framework
By M. Eric Johnson and Seungjin Whang (2002)
- The Role Of E-Marketplaces In Supply Chain Management by Teck-Yong Eng
(2003)
- E-Business Supply Chain by The Business Link (2010)
- Inbound Marketing 2.0 by Elle Becker and Bernadette Nelson published in October, 2011
in the Westchester County Business Journal
- Five crucial questions to ask about Inbound Marketing by Marie Caragher, 2013
- Article on Inbound Marketing by Amol Waishampayan published by Hydronic
Distribution Business in February, 2014
- From content to Conversion by Brian Swanson in March, 2014

Websites and links

- www.ebscohost.com
- http://www.fibre2fashion.com/industry-article/business-management-articles-
reports/internet-marketing-for-clothing-stores-online/internet-marketing-for-
clothing-stores-online1.asp
- http://www.entrepreneur.com/article/233616
- http://www.entrepreneur.com/article/231530

E books

- Inbound Marketing By Brian Halligan and Dharmesh Shah published by John

Wiley and sons, Inc. in 2010

47