SUMMER INTERNSHIP PROJECT REPORT

on

IMPACT OF MOBILE MARKETING ON YOUGSTERS WITH SPECIAL

REFERENCE TO EDUCATION SECTOR

Submitted in partial fulfillment of the requirement for the award of

Bachelor of Business Administration (BBA)

to

ASIAN SCHOOL OF BUSINESS, NOIDA

Affiliated to Ch. Charan Singh University, Meerut

SUBMITTED TO: SUBMITTED BY:

MS. RAKHEE CHHIBBER URMI VERMA

ASIAN SCHOOL OF BUSINESS 1703981495

2017-2020

ASIAN SCHOOL OF BUSINESS

PLOT A2, Sector –125, NOIDA-201303

1
 SUMMER INTERNSHIP PROJECT REPORT

EXECUTED AT

MENTORCELL

SUBMITTED IN PARTIAL FULFILMENT OF FULLTIME,

Bachelor of Business Administration (BBA)
Affiliated to Ch. Charan Singh University, Meerut

FROM

Asian School of Business, Noida

2
 CONTENT

CERTIFICATE ...................................................... 6

DECLARATION ................................................... 8

ACKNOWLEDGEMENT ...................................... 9

EXECUTIVE SUMMARY .................................... 10

CHAPTER 1… ....................................................... 11

INTRODUCTION ................................................ 12

INTRODUCTION TO THE INTERNSHIP.....17

LOCATION AND OVERVIEW ...................... 21

CHAPTER 2…....................................................... 22

SCOPE OF INTERNSHIP ................................. 23

LEARNING OBJECTIVES ............................... 24

CHAPTER 3…........................................................ 25

COMPANY PROFILE ...................................... 26

CHAPTER 4… ........................................................ 35

LITERATURE REVIEW .................................. 36

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MOBILE MARKETING STRATEGY ........... 37

ANALYSIS OF MOBILE MARKETING ............ 38

RESEARCH ON MOBILE MARKETING .............................................. 42

CHAPTER 5…........................................................ 49

RESEARCH METHODOLOGY………………

OBJECTIVES OF THE STUDY ........................ 50

RESEARCH OBJECTIVE ................................ 51

RESEARCH APPROACH ............................... 52

CHAPTER 6…........................................................ 65

OBJECTIVES OF DATA ANALYSIS ............. 66

INTERPRETATION .......................................... 73

CHAPTER 7…....................................................... 76

FINDINGS OF THE STUDY ............................. 77

CONCLUSION OF THE STUDY ................... 78

INTERNSHIP OUTCOMES ........................... 79

RECOMMENDATIONS............................... 86

4
 CERTIFICATE

This is to certify that URMI VERMA, a student of Asian School of Business(ASB), Noida has

undergone Summer Internship in our company on “IMPACT OF MOBILE MARKETING ON

YOUNGSTERS WITH SPECIAL REFERENCE TO EDUCATION SECTOR”.

The project work done by the candidate is original and she has worked under my guidance. The

candidate has undergone training from 24th June 2019 to 24th August our New Delhi office.

Seal/Stamp of the Organization MS. REENA GUPTA

NOIDA SECTOR 63 BLOCK A

MENTOR CELL A 101

MS. RAKHEE CHHIBBER Asian School of Business

Asstt. Professor Plot A2, Sec-125,
Department Of Management Noida

–
5
 CERTIFICATE

This is to certify that the dissertation entitled “IMPACT OF MOBILE MARKETING ON

YOUNGSTERS WITH SPECIAL REFERENCE TO EDUCATION SECTOR” is submitted to

Asian School of Business, in partial fulfillment of the requirements for the award of the Bachelor

of Business Administration(BBA), and is record work by URMI VERMA whose Registration

No. is 1703981495. The project has been done under my supervision & guidance and the project

has not formed the basis for the award of any degree or other similar title to any candidate.

SIGNATURE SIGNATURE

Internal Examiner External Examiner

6
 DECLARATION

I, the undersigned solemnly declare that the project report titled “IMPACT OF MOBILE

MARKETING ON YOUNGSTERS WITH SPECIAL REFERENCE TO EDUCATION

SECTOR” , is based on my own work carried out during the course of my summer internship.

The work contained in the report is original and has been done by me under the supervision of my

supervisor. The work has not been submitted to any other Institution/ University for any other

degree/ diploma/ certificate or by any other candidate in this institution. I have followed the

guidelines provided by the institution in writing the report. Wherever I have used materials (data,

theoretical analysis, and text) from other sources. I have given due credit to them in the text of

the report and given their details in the references.

SIGNATURE

(URMI VERMA)

7
 ACKNOWLEDGEMENT

I would like to express my special gratitude to the management and staffs of Asian School of

Business, Noida for providing me this wonderful opportunity to gain practical industrial

exposure by including this summer internship as part of my curriculum of the three year BBA

program. Nevertheless, I would also like to express my sincere gratitude to Mr.

CHANDRASHEKHAR, Founder of “MENTOR CELL” for allowing me to complete my

summer internship in the company.

I have taken efforts in this project. However, it would not have been possible without the kind

support and help of many individuals. I would like to extend my sincere thanks to all of them.I

am highly indebted to Ms. Rakhee Chhibber, Associate Professor, ASB, Noida for her guidance

and constant supervision as well as for providing necessary information regarding the project &

also for her support in completing the project.

Last but not the least, I would also like to thank all my friends and Faculty Guides of ASB, Noida

for their valuable suggestion, advice and encouragement in making the project report.

URMI VERMA

BBA (2017-2020)

8
 EXECUTIVE SUMMARY

Theory and practice are the two eyes of the management education. Management education

without practical training at an organization remains incomplete. The training prescribed by the

ASIAN SCHOOL OF BUSINESS student have various objectives like helping the student to

acquire knowledge, give an opportunity to know the difference between theory and practice,

enable the student to interact with experienced and knowledgeable persons of business world.

As a student of BBA, I got opportunity to undergo on a training. The training title is “IMPACT

OF MOBILE MARKETING ON YOUGSTERS WITH SPECIAL REFERENCE TO

EDUCATION SECTOR”.

I successfully completed my training report within the specified time. It was really a thrilling

experience for me with senior officials of company and to interact with different members,

employees of the organization. It was an experience of enjoyment through hard work and

dedication.

Through the findings of this report, I hope that the company will be benefitted.

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CHAPTER-1

INTRODUCTION

10
INTRODUCTION TO THE TOPIC-

Mobile marketing is multi-channel online marketing technique focused at reaching a specific

audience on their smartphones, tablets, or any other related devices through websites, E-mail, SMS

and MMS , social media, or mobile applications. Mobile marketing can provide customers with

time and location sensitive, personalized information that promotes goods, services and ideas. In

a more theoretical manner, academic Andreas Kaplan defines mobile marketing as "any marketing

activity conducted through a ubiquitous network to which consumers are constantly connected

using a personal mobile device".

Mobile phones and other mobile devices will continue to be able to adopt in mass across all the

countries as the prices drop as users will continue to integrate them into their daily lives. Although

mobile devices are used for work, their main value is in allowing users to discovers, shop, socialize

etc. Mobile marketing is multi-channel online marketing technique which is focused at reaching

specific customers on their smart phones, tablets, or any other devices through various forms like

websites, E-mail, SMS and MMS, social media, or mobile applications. Mobile marketing is

providing the customers with time and along with location which is personalized information that

promotes goods, services and ideas.

Mobile marketing is the art of marketing that helps business and education to reach next level.

Mobile marketing provides customers or verified customers using smart phones with personalized,

11
time- and location-sensitive information so that they can get the information or resources what is

needed and also helps in making the proper utilization of it.

Mobile marketing is a new definition of Digital Marketing. Mobile has become an important part

of our life and frequently using of smart phones in daily life brings an idea for the development

and of this technique. And Mobile for the use of Google will make impact on our online business.

This advance technology is going to change our business and give us an access to gain customers

and also get more exposure to the market trends and help them grow according to that. First, we

must be aware that how mobile first index experiment of Google will affect our marketing strategy.

With the help of this we got to know about the importance of mobile marketing which is depending

upon the different factors. Mobile marketing generally refers to marketing which is done on the

mobile devices. It can include any marketing activities though mobile whether it is an online

shopping or SMS notification for a product advertisement. It is similar to internet marketing where

marketers are using it for providing goods and services and advertising their products. Mobile

marketing includes research to understand mobile features and according to that performs its

activities and provides the platform and help them to adopt the various techniques of mobile

marketing strategies. People are continuously getting emails, SMS, mms, and other means of

advertisement in order to get connected with us. Mobile marketing is a marketing which brings a

new version of marketing in the business world. It also introduces easier and better way to

communicate directly and indirectly with customers and help them to advertise products. E

commerce business can be easily enhanced in this education world. Now a day’s Marketers can

12
contact users according to their natures and requirements. They can easily research and find what

kind of services or products are demanding and according to that requirements are to be fulfilled.

Customers can easily get what they are looking for and needed, because marketers advertise and

provide them with the best deals and services they required. Customers can buy and enjoy services

with the help of feedback and reviews. With the help of reviews and feedback customers can to

know about the best thing about the product and it makes much easier for them to choose.

In this world mobile marketing has reached to next level in terms of everything. Mobile marketing

consists of ads that appear on mobile smart phones, tablets, or other mobile devices whether it is

for education department, lifestyle or it could be anything. Mobile marketing contains ad formats,

customization, and styles that can vary upon them, and also it provides a big platform for everyone

to utilize it. Now a day’s every business or education sector needs a mobile marketing strategy for

this reason computer. According to recent reports, 40% of users’ internet time is spent on mobile

devices, which means simply ignoring the rise of mobile usage.

ADVANTAGES-

Mobile Marketing is reaching to the customers in a broader way.

Smart phones and tablets are easy to buy they are very easy to afford comparatively that means

now people are connected to the mobile world very easily. They are longer facing any kind of

technical financial or geographical barriers.

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The results we are getting through this are instant and takes less time comparatively to other

devices so this way we can take our devices with us. It is a very essential part of our daily lives as

we are using it like our wallet or keys and we can never leave this device. And most important

14
thing is that we can get the notifications instantly on our cellular devices like news education or

business world. We can easily get the updates and news from any sector.

It’s a very easy process to be used and easy to understand.

The creation of elements for mobile devices is simpler and less costly compared to desktops or

laptops. This provides a medium where we can promoting and marketing and as well as education

sector where everyone can get to know about that. We can get to know the advertisements time to

time that we need to use it.

It is very convenient and easy to understand.

As we know the screen size of a mobile phone which is small,. This makes it very convenient for

the customers of the content, as it can be easily understandable by any one and every one can to

know about the information what are they looking for and can get to know about various things.

It keeps the tracking response.

User can respond and can be tracked by the verified person instantly. Mobile marketing is a very

effective way to collect and interpret data. It contains the user id phone numbers and address which

has been verified by the sources that can be very helpful to the other customers as well which is

very beneficial for it.

It has a huge viral potential.

As we know that mobile content is easily shared by us which is very beneficial for the customers,

mobile marketing is enhancing the potential for the customers, the piece or of content or video can

15
be very helpful for the customers as they are very impactful on the customers. Users can share the

information and content with their family friends anyone they want from one place to other.

It is Mass communication which made easy for communicating.

As we know that there are a lot of people who own mobile phones than desktops or laptops, as

mobile marketing is helping the marketer reach for a wide and diversification in each sector and

get the wider customers, either by SMS or notifications. Mobile marketing is also giving the

advantage of targeting the customers directly or indirectly. We can get -target by sending the

location it also reduce the barrier which is affecting the customer on the basis of geographical or

demographic view.

It also provides the micro blogging benefits.

It also provides the blogs which is related to various sectors and contains Social media platforms

such as Instagram and Twitter, which has the power of influence on day to day life. From

education to fashion everything can be given by them. Every sector every blogs is been there and

can be viewed by the customers.

Mobile marketing also includes online payment.

The mobile payment facility is very convenient and easy for the users to access. Users are offered

to know about their secure payment, which is working through advanced mobile Web systems.

This means that the user does not need to give the cash to anyone as they can make the payment

online which is secured.

16
DISADVANTAGES

The platforms they are providing are too diverse. Mobile devices are not having any standard form

as compared to desktops and laptops. The size of the phone is not fixed and as their screen is

neverconstant. Mobile devices are providing the platform which is using different operating

systems and browsers. They are creating and providing the platform which is helpful for the

customers.

They have some Privacy issues at certain point.

There is always a question on any network or device. Mobile marketers can arise the problem of

privacy and that leads to the security problems that will lead to the customer to trust issues.

There is a problem of Navigation on a mobile phone.

The mobile phone usually comes with a small screen and no mouse. The problem of navigation is

there sometimes occurs sometimes on the devices.

INTRODUCTION OF INTERNSHIP SITE-

India has one of the largest networks of higher education institutions in the world with 760 universities

and 38498 colleges. Higher education sector in India is expected to increase to USD 35.03 billion by

2025 from USD15 billion in 2016.Private institutions are growing at a fast pace. Total no. of UGC

approved private universities is 276 and total no. of private colleges is 10361, with a total intake of

3.7 million per year. Total student enrollment in AICTE approved private institutions is around 1.9

million, which is only about 50% of total intake capacity. This has created a situation where every

college/university is striving hard to attract students and fill its maximum seats. This situation has given

17
birth to education consultants who counsel students to take admission in some particular college or

university.

In every city, there are hundreds of such unorganized consultants who are competing with each other. In

this competition, many consultants even adopt unethical methods to tap students. Students are also

18
struggling for proper guidance and support in choosing the right college/university matching their

requirement. They have no other option but to research them or reach out to the unorganized local

consultants.

In view of above, Mentor Cell which aims to connect all the local consultants and set up a strong national

level student counseling cum admission support cell. They tie-up with good colleges/universities across

India & abroad and offer best value education options to students matching their requirement. Also we

help students achieve their aspiration of foreign education in a larger way. Presently only 3lacs (approx.)

Indian students are going for abroad education.

MentorCell.com is founded by IIT alumni and IIM Alumni with a vision to extend support and

guidance to students at school and college level for the betterment of their academic and

professional career and thus contributing towards nation building.

In India, every year almost 40-45 lac student are enrolling for Science Stream, 40-45 lac students

taking admission in engineering colleges, 8-9 lac students take admission in medical stream,

almost 35-40 lac students are enrolling in commerce stream, 4-5 lac students are going for

management programs. Many of these students didn’t make a researched and well informed

choice. Quite a large number of students are belonging to rural, less educated families. They are

not getting proper career guidance which you can understand. Also there are many students who

want to go for the career option different than what their parents/relatives are into. In India, still

many students are getting guidance from parents/relatives/friends who are having limited

knowledge/global academic understanding. Guidance from such sources might not be able to help

the student in making a right career choice. Many rural students don’t have access to professional

19
counselors due to the location issue, lack of trust due to commercialization in counseling sector

etc.

Understanding all these issues, we thought of founding Mentorcell.com, which is an online

platform, having easy access from any part of India. Career Counseling material has been put up

on the portal post thorough research, discussions with our career counselors and education experts.

The content is precise so that students don’t waste more time on reading the content. The thought

is not to confuse the students through loads of information, but to help them make a right career

choice

They have provided here researched and precise content on courses, career choices, exams,

colleges, fees, reviews, college admission process and scholarships etc. which is simple and quick

to understand. To make the process simpler, company itself have also put up counseling videos

made by experts and educational institutions.

Mentor cell provide financial assistance in terms of value coupons to bring down the educational

expenses. These value coupons can be obtained and redeemed by the students at number of

prestigious colleges in India through simple registration process.

Since they will be closely associated with the students right from start of their career, they are

developing online platform to support them in getting internships/placement during/post

completion of their education. Mentor cell is also providing online tutorials to the students for their

academic curriculum courses so that they can excel in their degree courses also.

They aim that all students get rightly educated and take the right step towards building their career.

They are providing career counseling to students through researched content and videos. We have

20
provided here researched and precise content on courses, career choices, exams, colleges, fees,
reviews, college admission process and scholarships etc. which is simple and quick
to understand.

Mentor cell aim that all students get rightly educated and take the right step towards building their

career. The company has provided researched and precise content on courses, career choices, exams,

colleges, fees, reviews, college admission process and scholarships etc. which is simple and quick to

understand. To make the process simpler, they have also put up counseling videos which is made by

experts and educational institutions. We also will be offering largest online lectures platform for students

undergoing Engineering and other streams graduation and post-graduation courses, to help the students

of colleges with low quality faculties.

Paid Career Counseling will be a part of the complete service package in which we will connect expert

Career Counselors who are presently offering these services as a freelancer.

 Mentorcell.com A Unit of Elgon Research India Pvt Ltd in Sector 63,Delhi

Mentorcell.com A Unit Of Elgon Research India Pvt Ltd in Delhi.

21
Location and Overview:

Established in the year 2013, Mentorcell.com A Unit Of Elgon Research India Pvt Ltd in Sector

63, Delhi is a top player in the category Institutes in the Delhi. This well-known establishment acts

as a one-stop destination servicing customers both local and from other parts of Delhi. Over the

course of its journey, this business has established a firm foothold in it’s industry. The belief that

customer satisfaction is as important as their products and services, have helped this establishment

garner a vast base of customers, which continues to grow by the day. This business employs

individuals that are dedicated towards their respective roles and put in a lot of effort to achieve the

common vision and larger goals of the company. In the near future, this business aims to expand

its line of products and services and cater to a larger client base. In Delhi, this establishment

occupies a prominent location in Sector 63.

It is an effortless task in commuting to this establishment as there are various modes of transport

readily available. It is at, Near Chetu Company, which makes it easy for first-time visitors in

locating this establishment. It is known to provide top service in the following categories:

Institutes, Education Consultants, Overseas Education consultant for commerce.

Consultants, Admission Consultants, MBA Institutes, Correspondence Education,

Education Consultants for B Sc Nursing, Overseas Education Consultants for Commerce.

22
 CHAPTER-2

LEARNING OBJECTIVES

OF INTERNSHIP

23
SCOPE OF INTERNSHIP-

With the increased use of mobile phones, mobile marketing is the latest trend and it is one of the

best ways so far to send promotional mails and messages. It has a great scope as most of the people

specially youngsters spend their maximum time on their mobile devices and hence it becomes easy

to reach customers. Mobile marketing channels are diverse and include technology, trade shows

or billboards.

1.. Online & offline student counseling and admission support to students in India & foreign

countries. Mentorcell.com is an online platform, having easy access from any part of India. Career

Counselling material has been put up on the portal post thorough research, discussions with career

counselors and experts. The content is precise so that students don’t waste more time on reading

the content. The thought is not to confuse the students through loads of information, but to help

them make a right career choice.

2. Post counseling, mentor cell provides value coupons to students for respective college. The

coupon shall be redeemed at college during admission process, thus supporting the student

financially.

3. With the idea to support college students, they are providing online tutorials for curriculum

courses so that college students can perform better in degree exams and graduate with higher %

marks, which in turn will make them more confident and job ready.

4. They will be having online platform to support students in getting internships and placements

during/post completion of their college education.

24
LEARNING OBJECTIVES OF INTERNSHIP-:

To get the experiential learning opportunities for the development of skills in

counselling, assessment, and outreach.

To understand the student psychology through interaction on calling and

understand their opinions.

To study the perception of students through counselling.

To Develop Skills on how we can convince or make the consumer understand

through virtual contact.

25
 CHAPTER-3

COMPANY PROFILE

26
Nature of the business- theyare providing career counseling to students through researched

content and videos. We have provided here researched and precise content on courses, career

choices, exams, colleges, fees, reviews, college admission process and scholarships etc.

Type of industry: Education

VISION

To extend support and guidance to students at school and college level for the betterment of their

academic and professional career and thus contribute towards nation building. Partner with

students and institutions to provide the best study option for all….for life. Deliver best learning

opportunities that will empower students to excel on professional and personal front.

Help young minds to spread their wings and explore their wings and explore their potential beyond

the geographical boundaries by creating a network of counselors and alumni.

MISSION

Mission is to help those students who are willing to select the best college for themselves

across India and Abroad

Mission is to guide the students from the first stage to the final stage in the process of

leading them to their education destination.

● The goal to serve the students and internationally and expand its services worldwide.

27
 ● Deliver exceptional services with integrity and accountability to become the most trusted

name in the business of education consulting and overseas education.

● To clear all the doubts and myths of student about education through our counseling

services.
● Always provide best services to the student and help our students succeeding intheir

studies and future career.

● Provide reliable and professional guidance and education information to students in order

to empower them to build their career.

● CORE VALUES OF THE COMPANY:

● Effective teamwork

● Honesty ,integrity and trust

● Ethical Consulting

● Accountability for result

● Respect for individuals and individual differences

● Excellence through continuous improvement and ethical consulting

● Passion for excellence

● Service excellence

● Communication

● Consistency

Geographical area: Noida sector 63

Product range: education, consultancy and finance.

28
Present leadership: Dinesh Mishra

Business name Elgon Research India Private Limited

Trading name Mentor Cell

Established 08-Feb-2017

Structure Private Limited Company

Date registered 08-Feb-2017

CIN U93000UP2017PTC090199

Contact details

Contact name Dinesh Mishra (Director)

Landline 0120-4099443

Mobile +91-9953862807

Email info@mentorcell.com

Physical address A-101, Sector-63, Noida (U.P.) – 201307

29
Online/social media

Website WWW.MENTORCELL.COM

LinkedIn https://www.linkedin.com/in/mentor-cell-4ba355139/

Faceboo https://www.facebook.com/MentorCell/
k
Twitter https://twitter.com/mentorcell

YouTub https://www.youtube.com/channel/UCSJpiq09rrIH_MhAJtkCHpQ?app=de
e sktop

BUSINESS TAGLINE

“One stop solution providing assistance to education seekers right from career selection till
placement”
2. Team
2.1 Current team structure

31
Current team (Directors)

Name Chandra Shekhar

Role title Director

Key responsibilities Idea generation, Strategy making and

implementation, full time staff management.

Qualifications B.Tech. Mechanical Engineering, IIT Kharagpur

Experience More than 10 years experience in education sector.

Track record Successful set-up and brand establishment of MBA

education institute “International Institute of business

Study (IIBS)” in Bangalore, NOIDA & Kolkata.

Name Amit Kumar Gupta

Role title Director

Key responsibilities Idea generation, Strategic decision making

Qualifications B.Tech. & M.Tech. Mechanical Engineering, IIT

Kharagpur and holds a laurea Magistrale in Industrial

32
 Engineering & Management from University of

Udine, Italy

Experience More than 10 years’ experience in Supply Chain

Management, Team Management.

Track record Handled Procurement teams in Danieli India, Havells

India & Godfrey Phillips India.

Name Sanjeev Kumar

Role title Director

Key responsibilities Portal and Mobile application development.

Qualifications Masters in Computer Science from USC Columbia,

USA and Bachelors & Masters in Maths & Computing

from IIT Kharagpur

33
Experience More than 10 years of experience in industry and

academia.

Track record He has worked as a web and app developer, and was

involved in research in mobile computing, particularly

in smart phone assisted safe driving.

Name Pranab Dhar Chaudhary

Role title Director

Key responsibilities IT& Security

Qualifications Bachelors and Masters in Maths & Computing from

IIT Kharagpur

Experience He has around 11 years of experience in industry

working with High Tech companies like Oracle and

VMware

Track record He underwent training in 3D immersive visualization

at NASA John C Stennis Space Center, Mississippi.

34
 He has worked in various domains like cloud, SAAS,

Analytics etc.

Name Dinesh Mishra

Role title Director

Key responsibilities Idea generation, Strategy making and

implementation, college tie-up team management.

Qualifications Graduation in Hotel Management and MBA in

Hospitality Management.

Experience 13 years of experience in Hospitality industry in India

and abroad.

Track record More than ten years of experience in educational

consultancy sector and founded Edu Mantra

Educational Society in the year 2009.

35
 2.2 Advisors

We feel grateful to receive needed advises from below mentioned educated well-wishers having

excellent business acumen

Name Qualification

Mr. Sariputta Sarkar B.Tech. Electrical Engg. - IIT Kharagpur, PGP

(MBA)-IIM Bangalore
Mr. Priyank Dutt PGP (MBA) – IIM Bangalore

Dwivedi

Competitor Analysis
No other organization has come up with this model of connecting local consultants and using them as

their own associates for local presence. Various local consultants are in this field of admission

counseling but not at such a larger scale.

Local Consultant

Strengths Weaknesses

Local physical presence Not present PAN India

Good hold in local market Limited colleges tie-up

36
 CHAPTER-4

LITERATURE REVIEW

37
 ABSTRACT

The article describes the existing knowledge of how mobile marketing can increase the value for

consumers and retailers. Mobile device shopping, and consumers' use of mobile devices while shopping

is shown to be both an extension of consumers' shopping developed on Internet-connected desktop and

laptop computers (PC), and potentially new behaviors based on a mobile devices' uniquely integrated

features such as camera, scanners and GPS. The article focuses on how mobile marketing creates value

for consumers and retailers, enabling more precise research and development of managerial concepts

and tools while providing both managers and academics with increased understanding of mobile

marketing and its value outcomes for retailers.

By Charles Hofacker

Journal of Interactive Marketing

Abstract: Mobile marketing, which involves two or multi-way communication and promotion of

an offer between a firm and its customers using the mobile, a term that refers to the mobile medium,

device, channel, or technology, is growing in importance in the retailing environment. It has the

potential to change the paradigm of retailing from one based on consumers entering the retailing

38
environment to retailers entering the consumer's environment through anytime, anywhere mobile

devices.

1. Introduction

Mobile devices and mobile applications offer retailers more than just the opportunity to exploit a

new channel to reach customers. Mobile devices offer opportunities to combine information

search, phone functionality and interaction while shopping in-store or using a product. A mobile

device is a constant companion to the consumer, a gateway to a relationship between the consumer

and the retailer, making it an ideal supplementary channel for distance selling and physical

retailing (Shankar et al., 2010). An industry study showed that half of US mobile consumers are

mobile device shoppers, 10% heavy and 40% light users (Leo Burnett and Arc Worldwide, 2011).

But mobile devices are different from desktop and laptop computers (PC) due to a limited keyboard

and screen size (Mahmud and Yu, 2006), and offer functions such as camera, scanners and Global

Positioning System (GPS). This makes mobile marketing potentially different from PC Internet

and traditional marketing. The Mobile Marketing Association definition of mobile marketing is-a

set of practices that enable organizations to communicate and engage with their audience in an

interactive and relevant manner through any mobile device.

Mobile marketing strategy or Innovative mobile

marketing via smart phones

Smartphone adoption by consumers is increasing exponentially, and presents marketers with many

new opportunities to reach and serve customers. The mobile phone is one of a handful of consumer

products to have gained global acceptance within a relatively short period of time (Barnes and

Scornavacca, 2004).Today, the mobile phones central to the lives of most consumers, including
39
the lives of young teens. It is a device many consumers cannot seem to do without; they always

have it on and check it almost everywhere they go. For these consumers, the mobile phone is not

only a personal device used to stay connected with friends and family, but also an extension of

their personality and individuality (Grant and O’Donohoe, 2007; Sultan and Rohm, 2005). For

marketers, the widespread adoption of mobile phone represents a huge marketing opportunity to

reach and serve consumers anytime, anywhere.

While consumers adopt mobile phones to enhance their private and social lives, marketers see

mobile phones as a marketing channel. These two very different perspectives imply that marketers

must ensure that their mobile phone marketing strategies are not intrusive. Simply because mobile

marketing is a relatively easy and in expensive way to reach consumers does not mean that

consumers want to receive marketing messages and offers on their phones. Therefore, a thorough

understanding of why and how consumers may want to participate in mobile marketing could help

in developing successful mobile marketing strategies. The aim of this paper is to deep enour

understanding of the factors that motivate consumers to engage in innovative mobile marketing

via their smart phones. Mobile marketing is still in its early stages, and mobile marketing practices

will likely go through fundamental changes as the technology continues to evolve, 2008). Research

on mobile marketing is also in its early stages, but the literature is growing. Moreover, the literature

to date is based on mobile marketing practices using the classic mobile phone, with its very limited

capability, compared to today’s smart phones, which have almost unlimited potential. As Barnes

and Scornavacca (2004) note, the majority of mobile marketing to date is SMS-based and uses

simple, push-based practices. However, the introduction of smart phones means that marketers can

develop a wider range of pull-based services and employ a larger set of marketing techniques.

40
ANALYSIS OF MOBILE MARKETING

ABSTRACT

The purpose of this paper is to elucidate the major classification of the research in mobile

marketing. It provides the trend and common approach in mobile marketing research. The paper

aims to highlight the significant area in mobile marketing research and the needs for further

understanding of the mobile marketing definition and its phenomenon. This paper tells us the

significance of usage of mobile marketing and understanding the focusing area. This is a general

review based on selected approximately forty-six journal publications which are published

between years 2005 until 2010 from selected journal. Based on the selected reviewed literature,

the consumers’ adoption research only focuses on a few common areas. There is no agreement

among the researchers on definition of mobile marketing and the conceptualization and

phenomenon of mobile marketing remain unexplained. The value of this paper is that, it provides

the fundamental guidelines for researchers on significant area to focus in the mobile marketing

field and it also assists practitioners in identifying the research trend and major classifications

which will assist them in designing the product and services to the right target market.

INTRODUCTION

Mobile phone penetration rate and mobile subscribers have tremendously increased. Mobile phone

users worldwide have recorded 3 billion marks in late 2007, more than 4 billion in 2008 and are

expected to increase more than 5.5 billion by end 2013. This scenario has increased the amount of

people using mobile devices and accelerated the mobile phone to become most influential medium

for marketing. Due to recent developments in mobile technology, most marketers are going into

this data market in developing their content to reach larger audience and create a new source of
41
revenue. In Asia Pacific alone, mobile data services are projected to grow from USD44 billion in

2008 to USD81 billion in 2012, contributing to 27.7% of total mobile revenues in 2012. The

progress of mobile advertising revenue in the consumers’ surrounding has turned the mobile

marketing an impressive field to explore the research.

Even though there is a plethora of research in this area but the area of mobile marketing is still

under development and has attracted considerable number of research among academicians in

exploring this filed. Despite of the growing number of research, the academic literature in this area

is still at an infant stage [3][4][5]. The purpose of this article is to provide an idea on the major

classification of the research in mobile marketing, common focus of the research particularly on

consumer’s behavior, common research approaches and reviews the theories that generally used

in previous studies. The short review process has been considered on the approximately forty-six

selected peer reviewed journal and proceeding papers published from year 2000 to year 2010 by

considering the interest of mobile marketing study which was started in year 2000 and increasingly

evolving in the year 2004. The researchers’ interest towards empirical study on mobile marketing

was started in the year 2005 and the topic is still growing interest recently. Finally, the paper is

attained with the discussion which directs towards facilitates future research directions and we end

up with the conclusion in the last section.

RESEARCH APPROACH

Generally, previous studies have applied three approaches in carry out the research in mobile

marketing which are personal survey, on-line survey and the combination approaches including

interview. Even though each of the approaches has their own benefits and drawback but mostly

42
the researchers applied personal survey approach in performing the research. In addition,

personally administered questionnaires allow researcher to collect all the completed responses

within a short period of time and it is inexpensive and efficient for collecting the data of large

more, on-line survey is also getting more popular among researchers particularly in mobile service

context. Recent studies have shown that online surveys have been utilized by a few researchers in

conducting their studies.

Overall, previous studies do not limit to one approach only in conducting the studies especially in

mobile study context. However, there are very limited studies uses mixed methodologies even

though the approach also has the advantage. Driscoll et al. [44] reveal that “mixed method designs

have the advantages when exploring complex research questions. The qualitative data provides a

deep understanding of survey responses, and statistical analysis can provide detailed assessment

of patterns of responses”. Table II below demonstrates examples of the research approach

employed by a number of previous studies.

CONCLUSION

Prior studies note that there is no consensus among the researchers on definition of mobile

marketing. In fact, the conceptualization and phenomenon of mobile marketing is still not fully

explained. Researchers have defined and conceptualized the concept of mobile marketing

according to their study context and situation. Hence, the selected review in this article might help

the researchers at least to understand the major category of mobile marketing in understanding the

definition of mobile marketing. The review of selected studies also may assist the researchers

towards applying the research approach in their study by providing common research approach

43
employed in previous studies. In all, despite of substantial amount of research in this field, the

academic research in mobile marketing still provides large research opportunities

There is still very scant research conducted in the area of trust, risk perception and policy. Varnali

and Toker.

Reveal that research in the field of m-acceptance is still inadequate. Since the research on the

consumer’s acceptance of mobile marketing is still limited, therefore it is a need for researchers to

devote more attention and to explore this field especially in different context of study.

RESEARCH ON MOBILE MARKETING

With the rapid development of mobile communication and electronic technology, the Internet with

mobile device has become the most popular way for people to access. Mobile marketing came into

being with a distinctive mark.

From the perspective of SICAS model, this paper analyzed the concept and status of mobile

marketing, and the marketing case of traditional dairy products brand Yili group. Based on

literature research, data analysis and field research, this paper comes to the following conclusions

for the enterprises:

1) Ad content optimization;

2) Ad technology optimization;

3) Communication optimization;
4) Ad placement optimization. This study provides a new perspective on the marketing of mobile Internet.

44
INTRODUCTION

Mobile devices and apps not only provide merchants with new channels to reach customers, but

also provide the opportunity to combine information search, phone functions and interaction, while

also allowing access to shopping, products or services in the store. Mobile devices such as mobile

phones and tablets can be regarded as loyal partners of consumers and the gateway to rebuild the

relationship between consumers and retailers. Keyboard, screen size, mobile devices and desktop

computers and laptops are different and provide functions such as cameras, scanners, and GPS,

which makes different from traditional marketing. Mobile marketing is different from the PC to

the Internet. In the mobile internet era, consumers can purchase anytime and anywhere, as well as

share their opinions.With the transformation from “on-line” to “always online”, the crowd of

handheld mobile terminals in changing consumption of time and place, and the research on the

mobile marketing model has become the most valuable marketing model, the brand of mobile

advertising mainly racks their brains to innovative forms of advertising and marketing

communication mode, the third-party advertising platform constantly innovates self-service

delivery mode, and continuously optimizes delivery efficiency. Obviously, the era of mobile

Internet has its own characteristics, such as personalization, interaction and precision, etc., and the

research on mobile marketing has more important practical significance. In the era of mobile

Internet, how to combine platform with marketing, what is the distribution mechanism of mobile.

45
advertising, and how to use a large amount of data for digital marketing are all problems that this

paper will discuss and solve. On the theoretical basis, this paper will also combine the case study

of Yili Group, a traditional milk and beverage brand, to try to summarize the advertising and

marketing strategies in the mobile Internet Era, so as to provide reference for enterprises. This

paper also provides a new angle for research in this field to adapt to the current environment and

changing Audience.

Literature Review

In terms of literature research, most of researches pay more attention to the discussion of the theory

of mobile marketing. There are more than a dozen definitions of “mobile marketing”. The most

common is the definition defined by the

Mobile Marketing Association (MMA) in 2009: mobile marketing refers to a series of marketing

practices based on positioning, carried out through mobile devices or networks, and through the

form of personalized and customized interaction with consumers, so that enterprises and

consumers can communicate with each other. Scholars defined that mobile marketing as a

marketing activity in which enterprises use mobile media devices or technologies to communicate

with consumers in two or more directions and promote their products. This definition has also

gained more recognition.

It can be seen that, for mobile marketing, there are several characteristics can be determined:

1) Needy for mobile server and internet;

2) Two-way communication and interaction with consumers;

3) Consumer personality;

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4) Attain to reach a single consumer.

In the literature on mobile marketing, American media theorist Paul Levinson has explored the

advantages and disadvantages and development prospects of mobile media from the perspective

of media research in his works. He points out in the book that its humanization and

intellectualization surpass any medium in human history, and calls the mobile phone as the “fifth

medium” that surpasses the Internet, showing the strong development potential of mobile media

to people.

The American scholar Cindy Krum in his 2010 book depicted that panoramic scene in the United

States the development of Mobile Internet Marketing, and he detailed lists and Mobile Internet

advertising and Marketing is closely related to the technical details including media statistics,

provides the domestic scholars on the Mobile Internet advertising and Marketing of the path of the

overall impression and related research. In the mobile marketing review of Storm, Vendel and

John (2014), consumers are obviously inclined to obtain emotional value and social value in

mobile marketing when they accept. Therefore, mobile marketing is a more effective channel than

traditional media because it can drive the communication between consumers and brands.

American scholars Martin and Books (2011) made a more detailed study on the terminal form,

marketing mode and applicable industry of Mobile Internet Marketing.

Chinese researches pay more attention to the practical application of mobile marketing. In the book

of mobile marketing, scholars Feng and Wen (2007) made a specific analysis on the basic theory,

operation mode and related technologies of mobile Internet advertising marketing.

Dr. Varnali (2010) describes the history and current situation of development of mobile Internet,

mobile Internet advertising and marketing platform in China, analyzes the mobile Internet

47
advertising and marketing business model, relatively complete for the mobile Internet

advertising and marketing are described

Tiru, Kuusik and Lamp (2010) paid special attention to LBS, the most effective mode of mobile

Internet advertising marketing, and analyzed the strategies of LBS advertising marketing, which

has certain reference value.

When we discuss the marketing communication model, if we want to make a buying decision in

the era of traditional media, we generally go through the following five stages:

1) Attract consumers’ attention (Attention);

2) make consumers interested in goods and services (Interest);

3) cultivate consumers’ desire (Desire);

4) Make the memory (Memory) and

5) Make a purchase action (Action), it is AIDMA marketing mode proposed by Lewis

In 1898. Then the international 4A advertising company Dentsu Group proposed “AISAS” lawin

2005: Attention, Interest, the Search, Action and Share. In this era, consumers pay more Attention

to take the initiative to search information and offer the feedback after the purchase action, this

also is the basic characteristics of this times. After the birth of web2.0 era, the marketing method

is changing to the “ISMAS” mode in the era of media. i.e.., Interest, Search, mouth, Action and

Share. As for the panoramic contact distribution, the SICAS model proposed by DCCI in 2011 is

more in line with the movement track of consumption contacts, and has cross-influence on other

links.

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CONCLUSION

The wave of the digital age has pushed mobile devices to the leading position in the consumption

scene, and our life has also been fragmented. It has become an irreversible trend that one person

holds multiple screens. For this reason, the rapid transformation of consumption mode also

makes us think about the change of marketing mode.

SICAS model of mobile marketing makes it difficult to grasp the consumption process. The

traditional cognition of the consumption process is no longer suitable at this age, at the same

time, due to data mining and data management platform and the existence of advertisement

execution platform, it also can be analyzed, because the cold data can be transformed to the

visual people, then we can utilize the data to position, production and marketing. There is no

doubt that mobile marketing will be a competitive business for years to come. Managers will

work hard in data mining to accurately depict consumers and at the same time create marketing

types, but the current focus is still on mobile advertising and mobile social platform marketing.

In the field of mobile advertising display, labeling, programming and frequency sequence

optimization will become the mainstream. In terms of content, effortswill be made to achieve the

original biochemistry to improve consumers’ acceptance of advertisements. In terms of

technology, more efficient and interactive “implantation” and the opening of e-commerce

platforms will be the difficulties to be overcome. In the social platform, cross-screen and multi-

terminal will bring new opportunities for advertisers. That is to say, although mobile marketing is

the current mainstream mode, cross-screen marketing will be a smarter way for business owners to

carry out marketing. Only by using fragmentation and integration of fragmentation can we

49
achieve scale. At the same time, the use of entertainment events into the lives of consumers will

be more effective.

At present, there are still many problems such as lack of media selection basis, immature data

management and delivery technology, but in the next few years, business owners will invest

more resources and forces to conquer the commercialization of mobile terminal, and mobile

marketing will enter the fast track. Business owners also want to clear positioning for the brand,

to foster strengths and circumvent weaknesses.

50
CHAPTER-5

REASEARCH

METHODOLOGY

51
In this chapter, an endeavor is made to portray the various aspects of the research methodology

adopted for this study purpose. The aim of this study is to objectively understand the behavior of

mobile phone users in Thane district towards possession and price of mobile, call and recharge

pattern, functional, financial and social business activity and movement pattern and further their

perceptions towards mobile banking business activities and movement that is influenced by

various factor.

Objectives of the study:

The objectives of the study refer to what the researcher specifically wants to do in the course of

the study. Formulating proper objectives is essential for research due to the fact that the whole

design of research depends on it and it gives speed to research problem investigation. It helps to

examine the existing phenomenon. It gives proper and logical direction to research work. It can

also suggest ways and means to overcome all related problems, deficiencies so as to improve

overall quality of research. India is the second-largest mobile phone user with over 995.9 million

users in the world. It accounted for over 10% of the world’s online population in 2011

Research Methodology is the process which is used to collect the data and information. This

includes interviews, questionnaire, surveys, publications and this may include both historical and

present data.

Data Collection

There are two ways of collecting data that is primary data and secondary data.

Primary data

52
Primary data is the data which is collected by the investigator itself. It is fresh data which is

collected for the first time and is original. For example through questionnaires, personal interviews

etc.

Secondary data

Secondary data is the data which has been already collected by someone in past. It has been already

processed by the statistical process. For examples publications, books magazines, newspapers etc.

Research design:

This study seeks to explore and investigate the operational, social and business aspects of mobile

phone users in Thane district. For this purpose, questionnaires were used. The sample was drawn

using the simple random sampling technique. For the purpose of conducting research a set of

objectives and hypotheses were made. Data was collected through primary as well as secondary

source. Primary data was 122 collected by giving the respondents the questionnaire to be filled.

The respondents were the mobile phone users in Thane district belongs from 15 talukas, who are

using mobile phones. Secondary data was collected through books, journals and other important

written reports and surveys. The duly filled questionnaires were studied and analyzed with the help

of tables and graphs distribution made from frequency distribution.

Research Objective

Research objective is a cause of research i.e. why the research is being done.

1. Primary Research Objective:

Our primary research objective is to Understand the demand of the students what kind of a college they
prefer and their perception of choosing the college for them.

1. Study the perception of counsellors how they convince and pitch them for their college.

53
 2. Secondary research Objectives:

Our secondary research objective is to analyses the communication by mentor cell in various

quarters of the year.

Research Approaches

Primary data can be collected by 4 ways.

1. Observational research

2. Survey approaches

When research is done by direct communication between researcher & respondent then, it is called

survey research approach. It is simple and widely used, it is best suited to know about preferences,

beliefs & knowledge about the colleges. It requires development of survey instrument like

Questionnaire, which the respondents are asked to fill up.

3. Focus groups Research

Focus group is typically 7-10 people who are unfamiliar with each other. These Participants are

selected because they have certain characteristics in common that relate to the topic of the focus

group. The moderator or interviewer creates a permissive & nurturing environment that encourages

different perceptions & points of view, pressuring participants to vote, plan or reach consensus.

The group discussion without is conducted several times with similar types of participants to

54
identify trends & patterns in perceptions. We have not used the focus group research approach to

collect the primary data.

4. Experimental research

In this kind of research approach, two mutually groups are selected. They are same characteristics.

Researcher tries to provide or keep the variables for both groups but with different treatment will

be provided to analysis their difference of opinion. We have not used experimental research

approach.

Contact method

There are 4 ways to contact the respondents

1. Personal interview

Personal interview is the most versatile method. We have communicated with the peoples face to

face and directly and asked the questions to them for filling up the question and for getting primary

data. We have personally met the peoples.

2. Telephonic interview

When researcher is asking questions to respondents through telephonic telephone and researcher

gets the data through telephonic communication the method is known as telephonic interview to

contact the respondents.

3. Mail questionnaire

55
Researcher sends the mail questionnaire either through post or through courier to respondent.

When respondent receives the questionnaire, he/she fill up and send it back to researcher. We do

not send the questionnaire through post or through courier to the respondent.

3. Online interview

Online interview means contact the respondent through e-mail or chatting. We have not used

online interview for contacting to respondent.

Research instrument

Research instruments are the tools, which will help to undertake the research. There are certain

instruments like questionnaire:

1. Questionnaire

Questionnaire is a structured technique for data collection that consists of a series of questions in

written or verbal, that a respondent answers. There are mainly two types of questionnaire-

Structured questionnaire and unstructured questionnaire. For the purpose of this analysis we have

used unstructured questionnaire. The reason behind using this structure is that in this we can ask

any question at any time and any number for our convenient and also for respondent’s convenient.

The questions included are in this format.

Types of question: Various types of questions can be asked in the questionnaire. The following are

the different types of questions:

Open Ended: Open ended is a question where respondent can answer its own words and sentences.

Here the respondents are having full freedom to answer.

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Types of open ended questions

1. Completely unstructured

2. Word association

3. Sentence completion

Close Ended: Close ended is a type of question where respondents are having many options and

alternatives which are given for the answer.

Types of the close Ended questions

1. Dichotomous question

2. Multiple choices

3. Rating scale

4. Intention to by scale

Sampling plan

Sampling plan can be designing on the basis of sample unit. Sample unit means any unit of

population that represents the population. For understanding, the students who have passed their

higher education are taken as sample.

Sample size

We have sample size 12 for collection primary data to analyze the behaviour of student while

choosing the college.

Sampling procedure

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 There are two sampling procedures which are as follows:

a. Probability sampling method:

In this method all the units of population has known and has not equal chance to be selected as

sample.

b. Non-probability sampling method:

Areas Covered Issues in Present System

Admissions Students are not having much awareness about various course options, college options
available, suiting their requirement and preference. They are dependent on the information
available to them, their relatives, friends etc.
Not all the students are well connected and cannot seek right guidance from right sources at
right time.
Due to above they end up with wrong choices, compromise with their requirements and
preferences, seek counselling from local consultants, and sometimes fall in their trap and pay
high college fee.
Abroad Education Not much awareness
Complicated process of application
Trust issues with local consultants
Online lectures Poor academic level in many colleges due to low faculty standard. No
present solution available for academic courses.
Paid Counselling There is need of professional career counselling which is not available presently at broader
level.

In this method all the units of population don’t get known and has equal chance to be selected as

a sample. We have used non-probability convenience sampling method because we meet the

respondents on the basis of our conveniences.

58
Issues with Present System and Proposed Solutions
Pain Areas for Students

Pain Areas for others

Target Segment Issues in Present System

Local consultants - Difficulties in dealing with large no. of colleges & maintain

relationship with them.

- Big brand colleges will not entertain them.

- Insecurity of admission incentives &difficulty inpayment

follow-ups.

- Not able to build trust amongst students and colleges due to

smaller brand value.

- Due to unorganized system, they cheated many time while

ling with other from different city consultant.

- Less available knowledge/research and smaller presence

due to limited resources.

- Time taking admission process

59
 - Number of conversation is low due not having a proper process.

Freelance Career - Smaller size market presence, thus low revenues and profits

- High marketing expenses

Counsellors

College/Institutions - Lack of students. Almost 50% of seats are not taken.

- Due to high market competition marketing cost go beyond limit.

- Issues in dealing with multiple consulting agencies and

need of separate in-house team for dealing with consultants.

- Inability to tie-up and maintain relation with all theconsulting

agencies in every corner of India.

- Conflict management regarding consultants claim.

- Losing their brand image due to dealing with small local

consultants but they have no other choice.

- Handling cash/other mode payments to consultants.

60
How Mentor Cell planned to resolve it:

Areas Covered Our Solutions

Admissions - We are tying up only with large no. of good colleges

in India and students can choose college among wide

available options. We are also tying up with all the local

admission consultants to provide admission counseling and

assistance to students for UG, PG and professional courses.

- Online presence and portal is also working as search

engine that will help visitors and associates.

- Aggregating local coaching teacher and consultant,

they will help in expanding business fast and run process

smooth.

- We have highly experienced in-house team of

counselor and mentors who will provide right counseling to

students and help them to choose suitable college.

- We are passing on major part of the admission

incentives to the students, thus reducing their net course

fee. Also, since we have tie-up with lot of colleges in India,

we would not be pushing students to go for high fee

colleges if it doesn’t suit their budget. Instead we will be

providing them college options suiting their budget.

61
Abroad Education - Unlike traditional abroad-education consultants, we

shall be creating awareness about benefits of abroad

education. So more students would opt for it.

- We shall provide counseling to the studentsregarding

all the process involved through our expert counseling

team.

- Being a large national level brand, students will not

have the trust issue with us. Students will also prefer to

deal with us and will be more comfortable.

Online lectures - We shall get the video lectures organized by best of

available faculties. Our aim is to make education

meaningful.

- This will enable students to excel in their

graduate/post graduate/professional career even if they

are studying in low profile colleges.

Paid Counseling - We shall be tying up with expert freelancer counselors

and setup in-house career counseling teams. With very

minimum fee, students can go for our professional career

counseling and decide their future career options.

Advertisement - With large footfall, we would be able to provide

advertising space to colleges at reasonable cost.

Local Consultants - We will tie-up with local consultants and extend our

relation with big brand colleges to local consultants.

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 - Local consultants will use our platform to get

admission related supportservices. They will have to focus

only on student counseling and not on process related

hassles.

- Local consultants now have to maintain relationship

only with Mentor Cell and not with various colleges and

unreliable consultant.

- Payment to local consultants will be ensured and done

by Mentor Cell.

- Due to higher collective volume of admissions, we

would be able to demand higher incentives from colleges.

Thus we would be able to pass on same benefits to local

consultants as they were getting earlier, as well as maintain

our profit margins.

We also are planning to launch our own job portal under Mentor Cell for providing placement

assistance to our registered users/students. We have unique plan to record the college student’s

educationalachievements in the formof timeline through a user friendly mobile application. We

shall analyze and attach the report along with the resume of the students. This kind of resume

will provide lot of additional details.

63
about the candidates to the employers and thus increase their chance of getting placed compared to

other regular candidates. This idea is in very initial stage and we need to study the modalities further.

Target Customers

Business Model Target Customer Market Size

Admissions - 10th appeared/passed -In AICTE approved private

students. institutions alone, in totality more

- 10+2 appeared/passed than 18lacs students are taking

students. admission, out of this we can target

- Undergraduate approx. 90% of students. 10% of

appeared/passed students. students are going for top private

colleges which are not our partners.

- Total Pvt. Universities =266

Abroad - 10th appeared/passed - Presently on approx. 3lacs

Education students students are going abroad for

- 10+2 appeared/passed further education (EconomicTimes).

students We can target 80% of this segment.

- Undergraduate

appeared/passed

- Working Professionals

64
Online lectures - Students undergoing - We will target 7.5-8lacs students

UG/PG curriculum in Engineering Stream. We will

- Soft-skill program for charge Rs.1000 per course.

all students and - Soft skill programs can be availed

Professionals by any section.

- Tech skill development

programs for professionals

Paid - Students from class 8th - Approximately 16.5lacs

Counselling onwards students enrolled for 10th CBSE.

Total

Advertisement - All private universities - We will target 10-20 colleges only

and colleges for this.

65
 CHAPTER-6

ANALYSIS &

INTERPRETATION

66
Data analysis-it is a process of inspecting, classifying and transforming the data for the purpose of

getting the information about our research and collecting useful information. It is the process of

systematically statistical or logical techniques to evaluate the data.

WHY DATA ANALYSIS SHOULD BE DONE?

We are doing data analysis so that we got know the answers of the questions we are facing or the

problems that is arising doing this research. Data relevant to the question must be collected from

the appropriate sources.

OBJECTIVE OF DATA ANALYSIS?

As we do any study there has to be any objective and set a clear objective. It set a cleared objective

regarding any study. So it depends that how and why we are doing this study.

This analysis has been done to get the results from the students that what are the choices and

preferences about mobile marketing. It also helps my research to know more facts about the topic

and leads my research into some useful conclusions.

Here below is the questionnaire and there results that I collected from the students by sending

through Google form. This is the primary data that has been collected.

67
Inference: Out of 42 respondents, around 61% students prefer internet over other means. Internet

being the most favourable and accepted means of receiving advertisemets in education sector.

68
Inference- It shows that most of the students are quite familiar with the term ‘mobile marketing’.

There are very few who are totally unaware of this expression.

Inference- According to the survey most of the students have good knowledge about the mobile

phone applications. Around 45% users have moderate knowledge about the applications.

69
 o

have very limited knowledge. Inference- there is a mix reaction of liking and disliking of ads

on mobile phones. There are very few students who strongly like the advertisements related to

education on the mobile phones.

70
 Inference- according to the survey, most of the students have very neutral reaction which means

the information that they get is not so effective. On the other hand around 28% students do agree

that they get benefitted by the information received on mobile phones.

According to the survey, most of the students use mobile phones for using social media. As social media creates
an impact on youngsters so it is also the best way of advertisements.

71
Interpretation

Data interpretation basically means the implementation of the collected data for the purpose of any

conclusion. It’s a process to know and determine its significance. Interpretation is the process of

making sense of numerical data that has been collected, analyzed, and presented. Interpretation

means drawing the collected facts from any particular study. It means to find the research in a

broader form. It’s a form of device through which we get the explanation that has been observed

so we can get the better understanding and also provides a theoretical knowledge.

WHY INTERPRETATION?

1. USEFULNESS AND UTILITY OF RESEARCH FINDINGS

2. TO UNDERSTAND THE ABSTRACT PRINCIPLE

3. ESTABLISHMENT OF EXPLANANTORY CONCEPTS

4. TO KNOW THE REAL SIGNIFICANCE

5. IT IS REQUIRED FOR HYPOTHESIS RESULTS

The importance of data interpretation is evident and this is why it needs to be done properly. Data

is very likely to arrive from multiple sources and has a tendency to enter the analysis process with

haphazard ordering. Data analysis tends to be extremely subjective. That is to say, the nature and

goal of interpretation will vary from business to business, likely correlating to the type of data

being analyzed. While there are several different types of processes that are implemented based

on individual data nature, the two broadest and most common categories are “quantitative

analysis” and “qualitative analysis”.

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SOME OF THE METHODS ARE-:

1. DIRECT VISUAL OBSERVATIONS OF RAW DATA

2. DATA IN TABLES

3. GRAPHICAL REPRESENTATIONS

4. CALCULATION OF NUMERICAL AND STATISTICAL METHODS

5. MATHEMATICAL MODELLING

This data has been collected through the Google forms. The research i have done to know about

that what is the most used method to know the education details.

This research is done that how mobile has done the work so easy that for getting the education

information we just need to search. as we have discussed in above chapters that Mobile marketing,

which involves two or multi-way communication and promotion of an offer between a firm and

its customers using the mobile, a term that refers to the mobile medium, device, channel, or

technology, is growing in importance in the retailing environment. It has the potential to change

the paradigm of retailing from one based on consumers entering the retailing environment to

retailers entering the consumer's environment through anytime, anywhere mobile devices.

The data is collected to know the opinions of the youngsters that what they know about mobile

marketing what are their preferences etc. if we see that the collection of this data has been collected

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through mobile only as it is more convenient and easy to access. So now a day’s people are more

on virtual world.

My perception what I received by collecting this data is that students still prefer internet to get the

knowledge about the colleges.

They do use mobile for getting information about the education sector. They find the best method

is internet to receiving the information or advertisements for education sector. I learned that most

of the students are aware about mobile marketing. I got to know that students are considering the

knowledge from mobile. There are good numbers of students that prefer internet for getting the

information or knowledge. The information that receives is more effective as they just got that on

phone only for that they don’t need to go out and collect the information. I find mobile marketing

is more effective. I also find that mobile is used for different purposes so it’s not only for education

purpose only but it is also for entertainment purpose that they are using mobile.

I learned from this survey that marketing that has been done through mobile is much more easy

convenient and effective and also very influential and has much more impact on the students.

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CHAPTER-7

RESULTS AND

LEARNING

OBJECTIVES

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FINDINGS OF THE STUDY-

1. Out 42 respondents most of them prefer the internet over mobile marketing for education

purpose.

2. As per this data students preference and choices depends on the brand of the college so they

don’t prefer marketing of education via phone.

3. In this study it is found that they have known about the mobile marketing but not using it for

the education sector.

4. They find neutral information regarding education sector through mobile.

5. From this data we get to know that most of the students prefer internet over mobile marketing

for the education sector.

6. This data explains that most of them prefer mobile marketing for the advertisements.

7. 40% student was preferring the mobile as there mode of convenience for the advertisements .

8. The findings of the study explains that theyare well known about the term ‘mobile marketing’.

9. This data interpretation explains that the students prefer seeking knowledge and information

through mobile devices.

10. This data showed the results depend on the opinion of the students.

11. The data specifies that the information they get from the mobile marketing is quite effective.

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12. This study explains that information they receive is impactful on the students.

13. The data is relevant for the one who is doing the research on the mobile marketing with special

reference to the education sector.

14. This data signifies the preferences of getting the information regarding the education sector.

15. It identifies that the questionnaire was not enough to explain the whole research in justsingle

report.

16. Students use mobile for receiving any kind of information which has to be needed or been

asked.

17. The data and interpretation has been done correctly according to the research that has been

done on that.

2. CONCLUSION OF THE STUDY-

This chapter contains the information and analysis on the mobile marketing which is having a huge

impact on the education sector.

Mobile phones and smart phones will lead to adopted at the mass across at the huge level. Although

mobile marketing is helpful in making the best choices and explore the world by just clicking on

the phone. They are providing the several strategies for the customers were according to the

customers what they need and demand according to their preferences.

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Overall internship is a very good program and I will recommend it to my fellow friends. It was a

very good experience with lots of learning. It provides numerous benefits and advantages to the

practical trainees. The treatment by the company was just equitable and professional. I have

learned from the different people and different units. The study signifies that the research has been

completed properly. The purpose of this study was achieved successfully. It tells us that the data

interpretation was done accordingly to the topic. This studycan do in more detailed form also but

due to the shortage of problem it couldn’t have increased.

Mobile marketing has a great impact on the education sector as it has diversified he more areas

and increased its scope as well. It helps in getting the information to the mass number of people in

a very convenient and easy manner. It helps in reaching the mass number of students getting the

information, advertisements, and knowledge as well in just few seconds. A marketer has to

understand how various environmental factors have been impact. A marketer should know how to

balance the research and analysis and accordingly take execute the plans and implement the

methods accordingly.

1. It signifies and explains the data easily

2. The conclusion of the study is the facts and figures are accurate.

3. The relationship between the task and research has been done correctly.

3. INTERNSHIP OUTCOMES

1. To obtain or acquire knowledge.

2. To gain business work experience.

3. To import theoretical and practical experience.

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4. To relate with different categories of people in a working environment.

5. To gain exposure.

6. To overcome daily challenges .

7. Enhanced my skills.

8. Improved my knowledge and abilities.

9. Gain practical knowledge.

10. Helps in identifying the strengths and weaknesses.

11. Get to know about the working culture of the company.

12. Know about how to deal with the real life situations in professional life.

13. Discipline and punctuality.

14. Learn how to deal with the customer services.

15. Get to learn about the rules and regulations in the work place.

16. Get to know about the methods of performing the task.

17. The skills have been enhanced.

18. Learn how to work in pressure and handle the situation.

19. Knows about the psychology of the students that how to convince them accordingly.

20. It helps in improving my personality.

21. Enhanced my confidence level.

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22. Helps in enhancing my understanding the customer preferences.

23. The listening as well as communication skills have been improve.

WHAT SKILLS WERE LEARNED DURING THE INTERNSHIP?

Communication skills- It helps me to enhance my communication skills through this internship

as I have to communicate with the customers. So this way my skills have been improved.

Listening skills- This internship helps me to improve my listening skills as well as I have to

learned that how to listen to the customers problems patiently and execute according to that so

that I can communicate regarding that.

Coordination during the team work- With the help of this internship I learned that how to

work with the team with the proper coordination and also I got to know that how to deal with the

team.

Confidence during the work- I have learned a positive confidence with the help of my

internship as I have to deal with the huge number of customers and have the accountability of my

work.

Leadership quality as well- With the help of this internship I have learned the leadership

qualities as some times for a group performance this is very important for every individual to learn

that quality.

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Problem solving skills- Sometimes I have to face the problem in the internship as this work

was so much hectic. So I have to deal with that also that how I can I solve my problem so that I

will not have to face any kind of issues.

Work ethics- With this internship I learned that ethics in every work or in every sector it is very

important as this shows how honest and hardworking you are towards your work so that becomes

very important to learn that skill.

Adaptability skills- I learned throughout this internship that we should know that how to work

in every situation or in every case. I learned that how to adopt any environment in every situation

we should know how to work.

Responsibility skills- I learned that how to handle the situation with the proper responsibility

and learned how to deal with the work with the responsibility with the rightful manner.

Time management- I learned from the internship that how to manage the work with the given

time period and manage the task with that duration so that I could learn and adopt time

management.

Interpersonal skills- I learned throughout this internship that a person should know very well

that when they have to use their skills and when they have to perform the task and most importantly

they should know how to manage it.

Collaboration- I earned that collaboration approach in every organization or work it is very much

important for us to perform the task in a collaborative approach as it builds the good team work.

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Critical thinking- As it is very much important for a student to perform or manage the task in a

critical thinking. As it tells that how can any student perform the task in a pressure and how he can

handle the situation?

Research and analysis- For any student it is very important that before performing any task he

should have done the research and analysis so that the outcome will become positive. I learned

from this internship that before starting any task I should have done with the research and analysis

work.

Initiative- For every student it is very important that he or she initiate the task for his own benefit

so that he could get the confidence and can lead the team and this thing I have learned

throughout this internship.

Acceptance- I have learned in this internship that whether I will get positive comments or

negative comments I should learn to accept it because it is very important for every individual

personality and his own benefit that he should accept everything whether it is about profit or loss.

Technical proficiency- For performing everytask or activity student should know the technical

part of completing that task in every possible method and that I have learned that it is very

important to learn the practical knowledge as well.

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Theoretical knowledge- For every student it is very important to learn the theory part as well

and that I have learned throughout this internship that what principles we should follow to perform

and reach the objective goal which has to be achieved.

HOW DID THE BBA CURRICULAM PREPARE YOU FOR THE

INTERNSHIP?

1. It provides the expert lectures so that we can gain the productive knowledge.

2. They help the students to learn through the case studies.

3. They manage the summer internship programs so that we can enhance the soft as well hard

skills.

4. BBA program provides value added certificates to the students.

5. They also provide the students to visit the domestic as well as industrial visits.

6. They provide us the basic guidelines so that we can learn about it.

7. This curriculum is providing the theoretical knowledge throughout the internship.

8. This curriculum is providing the practical knowledge throughout the internship.

9. This course is providing the different activities to enhance our skills.

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10. They are providing the different set of assignments that will help for our future.

11. This course is preparing us for the corporate world.

12. They are teaching us through the internship that how to work in the organization.

13. They are providing us the knowledge of organization that how we should behave.

14. They are giving us topic on that we have to make the presentation so that it will help in

communication skills.

15. They are providing us the guest lecturers as we get to know about them.

16. They are providing the pre placement talk as well so that it will help in the final placement.

17. They encourage the students to speak and correct there speaking skills.

18. They are providing us the personality development classes as well.

19. They are helping us in transforming our personality as well.

20. They are making us well for the corporate jobs.

21. This helps in grooming as well.

22. It carries the practical exposure as well.

23. They are providing the industrial visit.

24. It helps in seeking the better job opportunities as well.

25. It gives us the fundamental instruments which give gigantic chance to learn.

26. It gives you the stage to test your capacities and prep yourself as an expert.

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27. It makes it easier for the students to learn about the corporate environment and the soft skills that are
needed.

28. The benefits of this course are its curriculum, advanced teaching methodology, practical

approach to tackle situations, industry exposure and regular interactions with industry and

corporate leaders.

29. Various projects and internships underwent during the course help them develop the right

skill set needed to survive in the corporate environment.

30. BBA program helps in fulfilling the gap between academia and industry. BBA also

includes exposure opportunities in form of short term and long term internship

4. RECOMMENDATIONS

1. I would suggest working on PAN data.

2. I recommend that research shouldn’t be done on the basis of specific area.

3. The data should be collected only on Google forms as it will be difficult to collect.

4. The analysis should be done by the analyst only.

5. Data has to be done on the basis of accurate results.

6. The data has been provided by the actual facts and figures.

7. I would suggest performing this research by the proper facts and information.

8. I would refer them to do the proper research on the particular topic.

9. The data has to be fulfilled by the verified information and research.

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10. The facts and figures should be clear to the viewer.

11. The results should be interpretation properly.

12. The research should be done in that way that could be easily understandable.

13. The report which has been made should be formatted properly.

14. The report should be made in a convenient and easy form.

15. That report which has to be made should be on accrual basis.

16. The results are not fixed as it depends on the various factors.

17. The report should be based on the present facts and figures.

18. Report should be made on conceptual basis.

19. I would recommend reading the latest articles on the particular topic on which report has to
be made.

20. I would recommend going through all the research papers onthat particular topic.

21. The report which has to be made is on the basis of that particular topic only.
22. I would recommend making the report on that topic only.

23. I would recommend making the report in the detailed form.

24. The facts and figures should be explained properly.

25. Data interpretation must be done accurately on the basis of getting the response.

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26. Research methodology has to be explained properly and should cover all the areas.

27. The report should be done on the basis of latest research and analysis.

28. I would suggest them to read the articles of the authors on that particular topic only.

29. I would suggest going through all the learning’s of the research.

30. I would suggest checking that the objective goal of the research has been achieved or not.

5. LIMITATIONS

1. It was quite challenging for me to convince students as well as their parents for some of the

particular colleges.

2. There was certain language barriers while working on PAN data.

3. It was quite difficult to maintain and keep a check on my old leads while working on new data.

4. Duration was quite less to transform the leads and convert them into positive results.

5. The data quality was not so up to the mark for achieving the satisfactory results..

6. The results were not so extraordinary according to me as there was limited time period..

7. Research was done mostly from the students so the outcomes was not contains actual facts.

8. Many students didn’t able to fill the form appropriately so that leads to inaccurate results.

9. Due to shortage of time and limited resources a proper study could not be used.

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10. This research contains multiple follow ups and interview so it couldn’t be easily to finish this

in the limited period.

11. Since the area is vast I could use only limited numbers of respondent.

12. The consumer preference may change due to various factors.

13. The research has been done by the questionnaire so the study is limited to the data collected.

14. The study was time consuming.

15. The results of this study are applicable to the limited numbers of students.

16. The data acquires more time as it has done on the basis of questionnaire.

17. This internship was quite monotonous as the work was quite same.

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LINKS-

https://www.thebrandonagency.com/blog/advantages-and-disadvantages-of-

mobile-marketing/

https://www.marketo.com/mobile-marketing/

https://en.wikipedia.org/wiki/Mobile_marketing

https://technians.com/blog/importance-of-mobile-marketing/

https://krify.co/impact-of-mobile-technologies-on-educational-world/

https://www.letsintern.com/blog/7-soft-skills-you-get-to-learn-during-an-

internship/

http://www.portioresearch.com/wwwmmf

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AUTHORS

Mohammad Ismail is with the faculty of business management, university teknologi

MARA Malaysia.

Assoc. Prof.Dr Razli Che Razak is with the Othman

Yeop Business School, University Utara Malaysia, Kedah,

Malaysia. Presently, he is attached as a Director at the

Centre for International Affairs & Cooperation (CIAC) (email:

raz1152@uum.edu.my)

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