INNOVATIVE PROJECT REPORT

Advertisement and Brand Management

Analysis of research paper on topic
“Advertisement and Brand Management in MSME”
SUBMITTED BY: -
Amit Kumar Kashyap (2K20/DMBA/18)
Chirag Gupta (2K20/DMBA/36)

UNDER THE GUIDANCE OF: -

Ms. Deep Shree
Professor in DSM

DELHI SCHOOL OF MANAGEMENT

DELHI TECHNOLOGICAL UNIVERSITY
Bawana Road Delhi 110042

CHALLENGES FACED BY INDIAN MSMEs IN ADOPTION OF INTERNET

MARKETING AND E-COMMERCE
-Vidit Mohan, Indian Institute of Management Raipur

-Salman Ali, Indian Institute of Management Raipur

Responses from the interviews and the survey helped in the identification of some of the major
challenges and barriers faced by Indian MSMEs over the adoption of internet marketing and e-
commerce for their businesses.Being among the first studies that capture the key elements and
issues with the adoption of internet marketing and ecommerce by MSMEs in the Indian context, this
study, apart from its contribution to research and for practitioners, also bears suggestive
implications for policymakers on supportive actions to integrate MSMEs to mainstream internet
market and e-commerce.

Though there have been studies on usage and challenges in adoption of ICTs amongst MSMEs in
different economic contexts, challenges faced by Indian MSMEs on adoption of ICTs especially
internet marketing and e-commerce has not received enough attention in the literature.The study
investigated the opportunities, challenges and barriers faced by MSMEs in India over the adoption of
internet marketing and e-commerce channels.The major issues with the transition to the internet
marketing channels were thereafter investigated to generate an understanding about the digital
challenges pertinent to the Indian MSMEs.The findings can be used by MSME owners to develop a
suitable marketing communication mix for MSMEs operating in different sectors.

LITERATURE REVIEW Though MSMEs are generally laggards in technological and management
capabilities, the rapid growth of ICTs in recent times has opened up a platform for MSMEs to reach
out to customers on a global scale.

The need for internet marketing for MSMEs arises from the fact that customer acquisition and
retention is largely determined through consistent interaction and promotions.Having a successful
marketing mix, including adopting of internet marketing and ecommerce comes with several
associated benefits to MSMEs, few of which are: introduction of products or services in the global
market, identification and understanding of global standards, ecommerce platform for products and
services, price and product customization to target potential customers and acquiring the core
competencies and skills required in global market positioning.

The adoption of ICT channels, especially internet marketing, by MSMEs is often marred by several
factors related to the lack of necessary resources, lack of awareness or knowledge, or financial
constraints.

METHODS The fundamental queries in our study were revolved around: What are the various types
of marketing tools used by MSMEs in India; What factors are responsible for facilitation of internet
marketing and e-commerce amongst Indian MSMEs; What are the major impediments or challenges
faced by Indian MSMEs in the adoption of internet marketing and e-commerce channels.

We adopted a descriptive research methodology to answer the above research questions through a
cross-sectional study of MSMEs with respect to ICT. It is aimed at the identification and description
of the present state of the Indian MSMEs in the internet and e-commerce domain.The interviews
were based on the premises of capturing the various factors that influence the adoption of internet
marketing and e-commerce by MSMEs.

FINDINGS Qualitative Interviews The respondent's experiences and perceptions with internet
marketing and e-commerce were captured through qualitative interviews with a dozen MSME
owners.

37 respondents felt the threat of market competition as the major challenging factor that affects the
use of internet marketing and e-commerce by MSMEs.Several characteristics of Indian MSMEs
warrant attention if we were to appreciate the challenges they faced in the adoption of internet
marketing and e-commerce channels.

Our study revealed that majority of the Indian MSME owners are not convinced about the need for
internet marketing and e-commerce for their businesses.
Presently, the low demand from Indian MSMEs for internet marketing and e-commerce has limited
the offerings of products and services tailored to suit the needs of individual MSMEs in the
market.There is a gap in demand and supply which limits the MSMEs to adopt internet marketing
and e-commerce channels.Amongst others, the absence of adequate skills and know-how was
identified as one of the key challenges for MSMEs in their adoption of internet marketing and e-
commerce for their businesses.

Digital Marketing in Culinary Tourism : A Case of Micro, Small and

Medium Enterprises (MSMEs) in Indonesia
-Eman Sulaiman ,

-Adnane Derbani ,

-Wiwiek Rabiatul Adawiyah

Effective use of Digital Marketing on micro small and Medium Enterprises.

The paper finds that MSME has significantly different attitudes to Digital Marketing and cannot be
regarded as a homogenous group for Digital Marketing initiatives.
Departing from the research model the influence of internet technology, Employee Skill, Digital
strategy on Digital marketing on tourism culinary MSMEs.Today, digital marketing is very important,
regardless of size company business sector; It is therefore very important that the company not only
uploads its website but also These efforts lead marketing to serve an important role within most
organizations and society; as.

to your customer; in other terms; the more you are connected with your customers, the more you
will have to take into consideration the digital dimension of marketing strategies.

With billions of people worldwide connecting and using digital technologies, no doubt now is the
right time to use digital marketing before it's too late.There is a shortage of literature in digital
marketing and research studies that observe different aspects of the MSME. However, most of the
studies lack in digital marketing for example implementing a holistic ERP system for SMEs, digital
marketing has been broadly used to advance the travel industry event advertisement, SMEs may
take various courses to improve achievement when computerized change is changing their business
models , does three people digital marketing a large company, but knowledge of how MSMEs utilize
digital marketing requires more in-depth knowledge and only medium and large scale companies,
there is still very little research on MSME especially digital marketing on culinary tourism in
Indonesia.

Digital marketing the operation designates all marketing actions passing through one or more digital
channels more precisely Commercializing services and products through digital technologies, using
the internet.Employee skills using digital marketing, the employee's skill in utilizing singular
innovations and applications to incorporate the more extensive hierarchical measurements alluded
to by.A digital strategy perceives advanced assets in general , making and satisfying desires inside
the association to gain new assets on MSMEs.

In the following section, we commencing our review of the literature, and after we highlight the
methods adopted to search for a better understanding of the digital marketing on micro small and
Medium Enterprises.Digital marketing is characterized as:".... the advertising of items or
administrations utilizing computerized channels to arrive at buyers ...".

Digital marketing is an umbrella for the marketing of products or services using digital and
technologies, either the internet or the internet.Advanced showcasing which doesn't require the
utilization of the web incorporates cell phones, show promoting, and some other computerized
medium, for example, TV, communicate, LED-TV, satellite, and so on uncovers that digital marketing
is a term used to portray the incorporated advertising administrations used to draw in, connect with,
and convert clients on the web.Digital marketing uses numerous channels, for example, content
promoting, influencer showcasing, SEO, web-based life, and web-based publicizing to assist brands
with interfacing with clients and reveal the exhibition of marketing programs continuously.

How digital marketing has created since the 1990s and 2000s has changed how brands and
organizations use innovation and computerized showcasing for their marketing , Digital marketing
can target and control clients.Digital strategy While MSMEs proprietor chiefs seldom build up a
proper methodology except if completely required to do as such, discoveries show that
organizations who are experiencing a change are bound to follow an arrangement An advanced
technique includes the change of items and administrations in blend with computerized advances
taken from a businessdriven viewpoint.
Adoption of Digital Marketing Practices in Micro Small Medium
Enterprises for Inclusive Growth
-Datrika Venkata Madhusudan Rao,

-K.Rajeswari

Presently, MSMEs are worked in practically all significant segments in the Indian business, for
example, Food Processing, Textiles and articles of clothing, Agricultural data sources, Leather and
cowhide merchandise, Sports merchandise, Plastic items, Electro-restorative gear, Computer
Software and so on.

First one is Digital Marketing is a fruitful idea for huge brands in India, what is the impact on
neighborhood and little brands in little urban communities? And the second one is what devices and
parts ought to be utilized by these nearby and little brands to completely abuse the Digital
Marketing? Keywords: Msmes, Digital Marketing Practices, Business, Online Media, Smes Marketing.

In rustic region MSME assists with lessening provincial country lopsided characteristics and over
reliance of agribusiness.MSMEs in India assumes a basic job in the financial improvement of the
country through commitment to the assembling yield, expanding remote trade income,
arrangement of business openings, sends out, and advancing adjusted monetary advancement.

India has around 36 million MSMEs giving around 80 million work openings, adding to about 8% of
the and about 33% of all out assembling yield.Indian MSMEs are seeing an amazingly powerful and
multi-faceted business situation.The significant issues with the progress to the web advertising
channels were from that point explored to create a comprehension about the computerized
provokes relevant to the Indian MSMEs.

Scupola: The arrangement of the ICT devices and applications in the business procedures would help
improve the intensity of MSMEs in national and global markets.

Low: Having an effective promoting blend, including embracing of web showcasing and web based
business accompanies a few related advantages to MSMEs, not many of which are: 1240 Published
By: Blue Eyes Intelligence Engineering & Sciences Publication

International Journal of Recent Technology and Engineering ISSN:, Volume-8 Issue-6, March 2020
presentation of items or administrations in the worldwide market, distinguishing proof and
comprehension of worldwide gauges, web based business stage for items and administrations, cost
and item customization to target potential clients and gaining the center abilities and aptitudes
required in worldwide market situating.

Promotional tools used by MSMEs Table-2: Promotional tools used by MSMEs Promotional Tools
Advertising Discount Sale Pamphlet Retailing Respondents Percentage 29.52% 26.67% 21.90%
21.90% III. METHODOLOGY The methodology utilized in the investigation is graphic and explanatory
in nature and depends on optional data sources gathered from different research papers, notoriety
diaries and magazines, library, yearly reports of the Ministry of MSMEs, different registration report
led by the Ministry of MSMEs, and other related sites to this issue.

The crucial questions in our examination were spun around: What are the different kinds of
promoting apparatuses utilized by MSMEs in India? What variables are answerable for assistance of
web advertising and online business among Indian MSMEs? What are the significant hindrances or
difficulties looked by Indian MSMEs in the reception of web showcasing and web based business
channels.

We embraced an expressive research strategy to address the above research inquiries through a
cross-sectional investigation of MSMEs as for ICT. It is focused on the distinguishing proof and
portrayal of the current situation with the Indian MSMEs in the web and web based business area.To
waitlist firms for our examination, we experienced the databases gave by the Indian Chamber of
Commerce just as MSME Development Institutes of different Tier I and Tier II urban communities in
India.The meetings depended on the premises of catching the different components that impact the
appropriation of web showcasing and internet business by MSMEs.In light of the reactions from
interviews, an overview poll was structured and managed among the proprietors of over a hundred
MSMEs working in India.

Promotional tools used by MSMEs Interpretation: Table-2 introduces the predominant showcasing
devices utilized by MSMEs to upgrade their fame and development.The Indian MSMEs are likewise
seen as depending on more than one method of advancement at a solitary purpose of time.

One significant perspective that rises up out of these discoveries is the requirement for commitment
programs for the MSMEs.The significant difficulties looked by MSMEs on the utilization of web
advertising and web based business.37 respondents felt the risk of market rivalry as the major
testing factor that influences the utilization of web advertising and online business by MSMEs.The
MSMEs in India are frequently confronted with the issue of the accessibility of accounts.The
significant subsidizing for undertaking a development or advancement exercises is frequently gotten
through chaotic wellsprings of capital, which can seriously influence the long haul productivity of the
Indian MSMEs.A few qualities of Indian MSMEs warrant consideration if we somehow happened to
value the difficulties they looked in the selection of web promoting and web based business
channels.

Initially, the auxiliary qualities of the MSMEs assume a significant job in the presence of a
correspondence technique.MSMEs are little by their inclination, with most of them being possessed
by people or families.Our examination uncovered that lion's share of the Indian MSME proprietors
are not persuaded about the requirement for web advertising and internet business for their
organizations.
MSMEs with huge productivity and incomes frequently lean toward various methods of
correspondence.We additionally propose comparable examinations to be reproduced in various
settings to differentiate and relate what all difficulties looked by Indian MSMEs are widespread as
well as novel to the bigger institutional setting.

There is a hole sought after and supply which restricts the MSMEs to embrace web advertising and
internet business channels.Subsequently, we propose that the administration and the business
should cooperate to encourage the spread of ICT mindfulness and related ability improvement in the
MSME area.

Brand building challenges for MSME

Author- Asst. Prof. Ms Vandana Sharma

Guided by –Dr. Nilesh Berad

Co authors- Asst. Prof Ms.Hetal Bhinde and Asst. Prof Mr.Ajay Shukla

The study emphasizes the use of strong brand associations by SMEs, primary and secondary,
a focused and integrated communication strategy to enhance the brands as well as a creative
approach to brand strategies to contribute to the growth.Unlike the common perception, brand
building is not limited to big brands and global organizations.

Marketing Vs Branding: Before embarking on any brand building exercise, it is important to

have a clear view of the possible demarcation between brand building and marketing.A
marketing campaign without a strong brand behind it may bring a handful of clients but with
the power of a strong brand, the same marketing campaign can go far deeper ensuring
repeated customers and long term success.So to attain good results one has to undertake all
marketing activities keeping in mind the branding of a product and a brand personality.

The owner is a representation of the brand; nevertheless, not often do they have the time to
implement nor the expert knowledge about 'brand management'.To develop a strong brand in
SMEs the concepts needed are brand orientation, brand distinctiveness, brand barriers and
brand marketing performance.Recommended Cost Effective Tips For Brand Development:
Now that we know the difference between marketing campaigns and brand building exercise,
let us understand some of the cost effective branding tips that can be implemented by SME's
and other small scale industry owners without any financial burden resulting in successful
brand development.

Develop Brand Focused Stationary: The first steps of having a successful brand and allied
brand development exercises begins with the company stationary including letter heads,
business cards, logos, product taglines and websites.Focus on Internal Branding: Branding
exercises focused on the consumers and the client base is important but companies that focus
on internal brand management make sure that all employees and company management is
also an intrinsic part of the brand.

Branding all in-house communications, presentations including quality checks are some of
the ways to promote internal brand development within the company setup.People offering
product reviews on social media websites like Facebook, Twitter, YouTube etc can also be
enrolled as a part of brand promotion as brand ambassadors for the product.Brand building
issues Owners and directors should take the lead in building their brand and yet they are often
unfamiliar with the concepts and activities involved.
Entrepreneurs often do not see branding as an important aspect of their business and therefore
fail to incorporate it into their strategic planning with owners viewing brand management as
being restricted to advertising and the creation of a brand name and company logo.The role of
the entrepreneur in developing a brand: As an entrepreneur, it is important to make strong
connections with the market and consumers to encourage brand loyalty.Regardless of the size
of the business, evidence supports the idea that a well established and recognisable brand
name is often worth more than the total value of the company itself and that building a strong
brand can improve customer loyalty and therefore generate higher revenues in the long term.

For giant business firms like MNCs branding is not that difficult but for SME and Medium
scale business firms branding is very difficult.Steps to booster marketing and branding
approach As Indian SMEs hold the key to strong economic development, the following steps
should be implemented to help them focus on branding strategies and improve their market
access: Robust co-ordination among institutions at state, regional and cluster levels to
enhance access to market.Their views on branding are limited to advertising plus brand name
and /or logo.There are three archetypes: minimalist brand orientation, embryonic brand
orientation and integrated brand orientation.

Is brand management critical to SMEs' product sustainability?

Qualitative analysis in the context of Indonesia small enterprise
environment

-Rofikoh Rokhim,

-Iin Mayasari, and

-Permata Wulandari

The performance of brand management addresses five main stages based on Keller's framework of
brand management, including
1) developing brand positioning,

2) identifying and developing brand plans,

3) designing and implementing brand marketing programs,

4) measuring and interpreting brand performance,

5) managing brand equity.

SMEs typically lacked the capabilities, marketing power, and other organizational capacities, and
then brand management literature has focused almost exclusively on vast and multinational brands.

SMEs would perceive they did not have enough time or resources to conduct branding activities;
therefore, they failed to invest in business activities concerning marketing and branding activities.

Understanding SME branding remained underdeveloped, and branding research was more
emphasized in big brand corporates.The unique context for brand studies of previous research such
as the creation of a company with no established identity and reputation , , ; branding activities as
the essential aspect to acquire customers and for the sustainability of the company ; start-ups
typically with limited resources in terms of capital

SMEs with young and new entrepreneurs hardly find the procedures of brand management in
branding literature.Brand management addresses brand architecture and brand equity elements
that are more relevant in analyzing big companies' brand.Many SMEs did not practice branding
strategies because of many barriers limiting the SMEs' owner-manager from investing in building
stronger brands.The brand management addressed that strategic brand management, including the
design and implementation of marketing programs and activities to build, to measure, and to
manage brand equity as having four main steps; developing brand positioning, identifying and
developing brand plans, designing and implementing brand marketing programs, measuring and
interpreting brand performance, managing brand equity.Second, strategic brand management is also
related to good branding at the beginning of the SMEs and can lead to a good reputation among
existing players in a similar field.

Small entrepreneurial brand firms generate creative brand ideas, so presenting the early stage
activities is very important, including branding in small businesses.Understanding of branding is
essential, given the impact of the entrepreneurial personality on SME branding, the need to create
sustainable value, the emphasis on differentiation, and nurturing the generation of growth.The
impact of brands on small to SMEs performance in the fashion industry was also examined by also
focusing on the different effects that corporate and product brands may produce through trademark
as a brand instrument.Brand orientation contributed to business growth through brand
performance.

The article discusses the theoretical background for the brand management process, including
developing brand positioning, identifying and developing brand plans, designing and implementing
brand marketing programs, measuring and interpreting brand performance, managing brand equity.

Keller's brand management framework also has some stages for developing the brand, measuring,
and sustaining.SMEs should develop brand positioning to strengthen brand identity among the
existing players.Brand elements include brand identities that can stress the points of
difference.Brand name as the brand element is crucial because it has a key associated with the
central product.The slogan, as the brand elements, communicates information about the brand.

There are two aspects to measure brand performance through brand audit and brand tracking.

A brand audit is an integrative evaluation of a brand to understand brand equity.Managing brand

equity is related to managing brands over time.Creating a brand relates to brand identity;
consequently, it has a role for the customer.The evidence presented in this finding suggests that
when consumers learn about brands through experience with the product and finding out which
brands satisfy their needs and which do not, there should be a brand identity that describes the
visual aspect to signify the company.

Conclusion The research has found two brand management practices in SME. In the case of a brand
is essential; most of the respondents agree that brand management is a critical factor in supporting
business performance.While on another side, SME said that the brand is unimportant because a
consumer is not sensitive to a brand.