RESEARCH REPORT

ON
“DIGITAL MARKETING FLIPKART”

Submitted in partial fulfillment for the award of degree of

MASTER OF BUSINESS ADMINISTRATION
(Marketing)

Under the guidance of

Mr. NISHANT BHOLA
(Asst. Professor)

Submitted By:
NEERAJ KUMAR
MBA (4th Sem.)
Roll No: 172110032

Dr. Shakuntala Misra National Rehabilitation

University, Lucknow
2017-2019
 DECLARATION
This is to declare that I NEERAJ KUMAR student of MBA, have personally

worked on the project entitled “DIGITAL MARKETING FLIPKART” The

data mentioned in this report were obtained during genuine work done and

collected by me. The data obtained from other sources have been duly

acknowledged. The result embodied in this project has not been submitted to

any other University or Institute for the award of any degree.

Date: `

Place: Lucknow

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 ACKNOWLEDGEMENT

Any fruitful work is incomplete without a word of thanks to those involved

directly or indirectly in its completion. With my sincere gratitude I would like to
thanks everyone who has supported me in my project.

I would like to thanks my college guide for their support and encouragement
during this research report. The opportunity provided by his was an immense
learning experience.
The help received from something without which the project would not have
been complete. Their insight as well as guidance helped me to understand the
essentials of the Project. I would like to thank them for their support.
I would also like to place on record my sense of gratitude to my parents and
friends for their support and encouragement, which has always guided me my
entire endeavourer.

NEERAJ KUMAR
Roll No: 172110032

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 TABLE OF CONTENT

1. Introduction

2. Objectives of the study

3. Research Methodology

4. Limitations

5. Data Analysis & Interpretations

6. Findings

7. Suggestions/Recommendations

8. Conclusion

9. Bibliography

10.Appendix

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 INTRODUCTION

DIGITAL MARKETING

Digital marketing is an umbrella term for the marketing of products or services

using digital technologies, mainly on the Internet, but also including mobile

phones, display advertising, and any other digital medium.

The way in which digital marketing has developed since the 1990s and 2000s

has changed the way brands and businesses utilize technology and digital

marketing for their marketing.[2] Digital marketing campaigns are becoming

more prevalent as well as efficient, as digital platforms are increasingly

incorporated into marketing plans and everyday life, and as people use digital

devices instead of going to physical shops.

Digital marketing techniques such as search engine optimization (SEO), search

engine marketing (SEM), content marketing, influencer marketing, content

automation, campaign marketing, data-driven marketing[6] and e-

commerce marketing, social media marketing, social media optimization, e-mail

direct marketing, display advertising, e–books, optical disks and games, are

becoming more and more common in our advancing technology. In fact, this

extends to non-Internet channels that provide digital media, such as mobile

phones (SMS and MMS), callback and on-hold mobile ring tones.

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New non-linear marketing approach

In an ever more complex retail environment, customer engagement is essential

but also challenging. Retailers must shift from a linear marketing approach of

one-way communication to a value exchange model in which there is a two-way

mutual dialogue and benefit-sharing between provider and consumer.

Exchanges are more non-linear, free flowing and both one-to-many or one-on-

one. The spread of information and awareness can occur across numerous

channels such as the blogosphere, YouTube, Facebook, Instagram, Snapchat,

Pinterest, and a wide variety of other platforms. Online communities and social

networks allow individuals to easily become creators of their own content and

publicly publish their opinions, experiences, thoughts and feelings about many

topics and products, hyper-accelerating the diffusion of information.

The Nielsen Global Connected Commerce Survey conducted interviews in 26

countries to observe how consumers are using the Internet to make shopping

decisions in stores and online. They reported that due to the internet and e-

commerce, shoppers are increasingly looking to purchase internationally, with

over 50% in the study who purchased online in the last six months stating they

bought from an overseas retailer.

Using an omni-channel strategy is becoming increasingly important for

enterprises to adapt to the changing expectations of consumers who are wanting

ever-more sophisticated offerings throughout the purchasing journey, in which

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the internet is becoming an essential component. Retailers are increasingly

focusing on their online presence, including online shops that operate alongside

existing store-based outlets. This leads to the idea of "endless aisle" within the

retail space, as retailers can lead consumers to purchasing products online that

fit their needs without having to carry the inventory within the physical location

of the store. Solely internet-based retailers are also entering the market, and

some are establishing corresponding store-based outlets to provide personal

services, professional help, and tangible experiences with their products.

An omni-channel approach not only benefits consumers but also benefits

business bottom line as research suggests that customers spend more than

double when purchasing through an omni-channel retailer as opposed to a

single-channel retailer, and are often more loyal. This could be due to the ease

of purchase and the wider availability of products in an omni-channel approach.

Customers are often researching online and then buying in stores and also

browsing in stores and then searching for other options online. Online customer

research into products is particularly popular for higher-priced items as well as

consumable goods like groceries and make up. Consumers are increasingly

using the internet to look up product information, compare prices and search for

deals and promotions.

Use in the digital era

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There are a number of ways brands can use digital marketing to benefit their

marketing efforts. The use of digital marketing in the digital era not only allows

for brands to market their products and services but also allows for online

customer support through 24/7 services to make customer feel supported and

valued. The use of social media interaction allows brands to receive both

positive and negative feedback from their customers as well as determining

what media platforms work well for them and has become an increased

advantage for brands and businesses. It is now common for consumers to post

feedback online through social media sources, blogs and websites feedback on

their experience with a product or brand.[19] It has become increasingly popular

for businesses to utilise and encourage these conversations through their social

media channels to have direct contact with the customers and manage the

feedback they receive appropriately.

Word of mouth communications and peer-to-peer dialogue often have a greater

effect on customers, since they are not sent directly from the company and are

therefore not planned. Customers are more likely to trust other customers’

experiences. It is increasingly advantageous for companies to utilise social

media platforms to connect with their customers and create these dialogues and

discussions. The potential reach of social media is indicated by the fact that in

2015, each month the Facebook app had more than 126 million average unique

users and YouTube had over 97 million average unique users.

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Brand awareness

Ease of access

A key objective is engaging digital marketing customers and allowing them to

interact with the brand through servicing and delivery of digital media.

Information is easy to access at a fast rate through the use of digital

communications. Users with access to the Internet can use many digital

mediums, such as Facebook, YouTube, Forums, and Email etc. Through Digital

communications it creates a Multi-communication channel where information

can be quickly exchanged around the world by anyone without any regard to

whom they are.[21] Social segregation plays no part through social mediums due

to lack of face to face communication and information being wide spread

instead to a selective audience. This interactive nature allows consumers create

conversation in which the targeted audience is able to ask questions about the

brand and get familiar with it which traditional forms of Marketing may not

offer.

Competitive advantage

By using Internet platforms, businesses can create competitive advantage

through various means. To reach the maximum potential of digital marketing,

firms use social media as its main tool to create a channel of information.

Through this a business can create a system in which they are able to pinpoint

behavioral patterns of clients and feedback on their needs. This means of

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content has shown to have a larger impingement on those who have a long-

standing relationship with the firm and with consumers who are relatively active

social media users. Relative to this, creating a social media page will further

increase relation quality between new consumers and existing consumers as

well as consistent brand reinforcement therefore improving brand awareness

resulting in a possible rise for consumers up the Brand Awareness

Pyramid. Although there may be inconstancy with product images; maintaining

a successful social media presence requires a business to be consistent in

interactions through creating a two way feed of information; firms consider

their content based on the feedback received through this channel, this is a result

of the environment being dynamic due to the global nature of the internet.
[22]
 Effective use of digital marketing can result in relatively lowered costs in

relation to traditional means of marketing; Lowered external service costs,

advertising costs, promotion costs, processing costs, interface design costs and

control costs.

Effectiveness

Brand awareness has been proven to work with more effectiveness in countries

that are high in uncertainty avoidance, also these countries that have uncertainty

avoidance; social media marketing works effectively. Yet brands must be

careful not to be excessive on the use of this type of marketing, as well as solely

relying on it as it may have implications that could negatively harness their

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image. Brands that represent themselves in an anthropomorphizing manner are

more likely to succeed in situations where a brand is marketing to this

demographic. "Since social media use can enhance the knowledge of the brand

and thus decrease the uncertainty, it is possible that people with high

uncertainty avoidance, such as the French, will particularly appreciate the high

social media interaction with an anthropomorphized brand." Moreover, digital

platform provides an ease to the brand and its customers to interact directly and

exchange their motives virtually.

Latest developments and strategies

One of the major changes that occurred in traditional marketing was the

"emergence of digital marketing" (Patrutiu Baltes, Loredana, 2015), this led to

the reinvention of marketing strategies in order to adapt to this major change in

traditional marketing (Patrutiu Baltes, Loredana, 2015) .

As digital marketing is dependent on technology which is ever-evolving and

fast-changing, the same features should be expected from digital marketing

developments and strategies. This portion is an attempt to qualify or segregate

the notable highlights existing and being used as of press time.

1. Segmentation: more focus has been placed on segmentation within

digital marketing, in order to target specific markets in both business-to-

business and business-to-consumer sectors.

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 2. Influencer marketing: Important nodes are identified within related

communities, known as influencers. This is becoming an important

concept in digital targeting. It is possible to reach influencers via paid

advertising, such as Facebook Advertising or Google Adwords

campaigns, or through sophisticated sCRM (social customer relationship

management) software, such as SAP C4C, Microsoft Dynamics, Sage

CRM and Salesforce CRM. Many universities now focus, at Masters

level, on engagement strategies for influencers.

To summarize, Pull digital marketing is characterized by consumers actively

seeking marketing content while Push digital marketing occurs when marketers

send messages without that content being actively sought by the recipients.

1. Online behavioural advertising is the practice of collecting information

about a user's online activity over time, "on a particular device and across

different, unrelated websites, in order to deliver advertisements tailored

to that user's interests and preferences[27][28]

2. Collaborative Environment: A collaborative environment can be set up

between the organization, the technology service provider, and the digital

agencies to optimize effort, resource sharing, reusability and

communications. Additionally, organizations are inviting their customers

to help them better understand how to service them. This source of data

is called User Generated Content. Much of this is acquired via company

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 websites where the organization invites people to share ideas that are

then evaluated by other users of the site. The most popular ideas are

evaluated and implemented in some form. Using this method of

acquiring data and developing new products can foster the organizations

relationship with their customer as well as spawn ideas that would

otherwise be overlooked. UGC is low-cost advertising as it is directly

from the consumers and can save advertising costs for the organisation.

3. Data-driven advertising: Users generate a lot of data in every step they

take on the path of customer journey and Brands can now use that data to

activate their known audience with data-driven programmatic media

buying. Without exposing customers' privacy, users' Data can be

collected from digital channels (e.g.: when customer visits a website,

reads an e-mail, or launches and interact with brand's mobile app), brands

can also collect data from real world customer interactions, such as brick

and mortar stores visits and from CRM and Sales engines datasets. Also

known as People-based marketing or addressable media, Data-driven

advertising is empowering brands to find their loyal customers in their

audience and deliver in real time a much more personal communication,

highly relevant to each customers' moment and actions.

An important consideration today while deciding on a strategy is that the digital

tools have democratized the promotional landscape.

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5. Remarketing: Remarketing plays a major role in digital marketing. This

tactic allows marketers to publish targeted ads in front of an interest category or

a defined audience, generally called searchers in web speak, they have either

searched for particular products or services or visited a website for some

purpose.

6. Game advertising: Game ads are advertisements that exist within computer

or video games. One of the most common examples of in-game advertising is

billboards appearing in sports games. In-game ads also might appear as brand-

name products like guns, cars, or clothing that exist as gaming status symbols.

The new digital era has enabled brands to selectively target their customers that

may potentially be interested in their brand or based on previous browsing

interests. Businesses can now use social media to select the age range, location,

gender and interests of whom they would like their targeted post to be seen by.

Furthermore, based on a customer's recent search history they can be ‘followed’

on the internet so they see advertisements from similar brands, products and

services, This allows businesses to target the specific customers that they know

and feel will most benefit from their product or service, something that had

limited capabilities up until the digital era.

Ways to further increase the effectiveness of digital marketing

A strategy that is linked into the effectiveness of digital marketing is content

marketing. Content marketing can be briefly described as "delivering the

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content that your audience is seeking in the places that they are searching for

it". It is found that content marketing is highly present in digital marketing and

becomes highly successful when content marketing is involved. This is due to

content marketing making your brand more relevant to the target consumers, as

well as more visible to the target consumer.

Marketers also find email an effective strategy when it comes to digital

marketing as it is another way to build a long term relationship with the

consumer. Listed below are some aspects that need to be considered to have an

effective digital media campaign and aspects that help create an effective email

system.

Interesting mail titles differentiate one advertisement from the other. This

separates advertisements from the clutter. Differentiation is one factor that can

make an advertisement successful in digital marketing because consumers are

drawn to it and are more likely to view the advertisement.

Establishment of customer exclusivity: A list of customers and customer's

details should be kept on a database for follow up and selected customers can be

sent selected offers and promotions of deals related to the customer's previous

buyer behaviour. This is effective in digital marketing as it allows organisations

to build up loyalty over email.

Low Technical Requirements: In order to get the full use out of digital

marketing it is useful to make you advertising campaigns have low technical

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requirements. This prevents some consumers not being able to understand or

view the advertising campaign.

Rewards: The lucrative offers would always help in making your digital

campaign a success. Give some reward in the end of the campaign. This would

definitely invite more engagement and word of mouth publicity

Ineffective forms of digital marketing

Digital marketing activity is still growing across the world according to the

headline global marketing index. Digital media continues to rapidly grow; while

the marketing budgets are expanding, traditional media is declining (World

Economics, 2015). Digital media helps brands reach consumers to engage with

their product or service in a personalised way. Five areas, which are outlined as

current industry practices that are often ineffective are prioritizing clicks,

balancing search and display, understanding mobiles, targeting, viewability,

brand safety and invalid traffic, and cross-platform measurement (Whiteside,

2016). Why these practices are ineffective and some ways around making these

aspects effective are discussed surrounding the following points.

Prioritizing clicks

Prioritizing clicks refers to display click ads, although advantageous by being

‘simple, fast and inexpensive’ rates for display ads in 2016 is only 0.10 percent

in the United States. This means one in a thousand click ads are relevant

therefore having little effect. This displays that marketing companies should not
16
just use click ads to evaluate the effectiveness of display advertisements

(Whiteside, 2016).

Balancing search and display

Balancing search and display for digital display ads are important; marketers

tend to look at the last search and attribute all of the effectiveness to this. This

then disregards other marketing efforts, which establish brand value within the

consumers mind. ComScore determined through drawing on data online,

produced by over one hundred multichannel retailers that digital display

marketing poses strengths when compared with or positioned alongside, paid

search (Whiteside, 2016). This is why it is advised that when someone clicks on

a display ad the company opens a landing page, not its home page. A landing

page typically has something to draw the customer in to search beyond this

page. Things such as free offers that the consumer can obtain through giving the

company contact information so that they can use retargeting communication

strategies (Square2Marketing, 2012).[36] Commonly marketers see increased

sales among people exposed to a search ad. But the fact of how many people

you can reach with a display campaign compared to a search campaign should

be considered. Multichannel retailers have an increased reach if the display is

considered in synergy with search campaigns. Overall both search and display

aspects are valued as display campaigns build awareness for the brand so that

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more people are likely to click on these digital ads when running a search

campaign (Whiteside, 2016).

Understanding Mobiles: Understanding mobile devices is a significant aspect

of digital marketing because smartphones and tablets are now responsible for

64% of the time US consumers are online (Whiteside, 2016). Apps provide a

big opportunity as well as challenge for the marketers because firstly the app

needs to be downloaded and secondly the person needs to actually use it. This

may be difficult as ‘half the time spent on smartphone apps occurs on the

individuals single most used app, and almost 85% of their time on the top four

rated apps’ (Whiteside, 2016). Mobile advertising can assist in achieving a

variety of commercial objectives and it is effective due to taking over the entire

screen, and voice or status is likely to be considered highly; although the

message must not be seen or thought of as intrusive (Whiteside, 2016).

Disadvantages of digital media used on mobile devices also include limited

creative capabilities, and reach. Although there are many positive aspects

including the users entitlement to select product information, digital media

creating a flexible message platform and there is potential for direct selling

(Belch & Belch, 2012).

Cross-platform measurement: The number of marketing channels continues

to expand, as measurement practices are growing in complexity. A cross-

platform view must be used to unify audience measurement and media

18
planning. Market researchers need to understand how the Omni-channel affects

consumer's behaviour, although when advertisements are on a consumer's

device this does not get measured. Significant aspects to cross-platform

measurement involves de-duplication and understanding that you have reached

an incremental level with another platform, rather than delivering more

impressions against people that have previously been reached (Whiteside,

2016). An example is ‘ESPN and comScore partnered on Project Blueprint

discovering the sports broadcaster achieved a 21% increase in unduplicated

daily reach thanks to digital advertising’ (Whiteside, 2016). Television and

radio industries are the electronic media, which competes with digital and other

technological advertising. Yet television advertising is not directly competing

with online digital advertising due to being able to cross platform with digital

technology. Radio also gains power through cross platforms, in online

streaming content. Television and radio continue to persuade and affect the

audience, across multiple platforms (Fill, Hughes, & De Franceso, 2013).

Targeting, viewability, brand safety and invalid traffic: Targeting,

viewability, brand safety and invalid traffic all are aspects used by marketers to

help advocate digital advertising. Cookies are a form of digital advertising,

which are tracking tools within desktop devices; causing difficulty, with

shortcomings including deletion by web browsers, the inability to sort between

multiple users of a device, inaccurate estimates for unique visitors, overstating

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reach, understanding frequency, problems with ad servers, which cannot

distinguish between when cookies have been deleted and when consumers have

not previously been exposed to an ad. Due to the inaccuracies influenced by

cookies, demographics in the target market are low and vary (Whiteside, 2016).

Another element, which is affected within digital marketing, is ‘viewabilty’ or

whether the ad was actually seen by the consumer. Many ads are not seen by a

consumer and may never reach the right demographic segment. Brand safety is

another issue of whether or not the ad was produced in the context of being

unethical or having offensive content. Recognizing fraud when an ad is exposed

is another challenge marketers face. This relates to invalid traffic as premium

sites are more effective at detecting fraudulent traffic, although non-premium

sites are more so the problem (Whiteside, 2016).

Channels

Digital marketing is facilitated by multiple channels, As an advertiser one's core

objective is to find channels which result in maximum two-way communication

and a better overall ROI for the brand. There are multiple online marketing

channels available namely;

 Affiliate marketing - Affiliate marketing is perceived to not be

considered a safe, reliable and easy means of marketing through online

platform. This is due to a lack of reliability in terms of affiliates that can

produce the demanded number of new customers. As a result of this risk and

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 bad affiliates it leaves the brand prone to exploitation in terms of claiming

commission that isn’t honestly acquired. Legal means may offer some

protection against this, yet there are limitations in recovering any losses or

investment. Despite this, affiliate marketing allows the brand to market

towards smaller publishers, and websites with smaller traffic. Brands that

choose to use this marketing often should beware of such risks involved and

look to associate with affiliates in which rules are laid down between the

parties involved to assure and minimize the risk involved.

 Display advertising

 Email marketing - Email marketing in comparison to other forms of

digital marketing is considered cheap; it is also a way to rapidly

communicate a message such as their value proposition to existing or

potential customers. Yet this channel of communication may be perceived

by recipients to be bothersome and irritating especially to new or potential

customers, therefore the success of email marketing is reliant on the

language and visual appeal applied. In terms of visual appeal, there are

indications that using graphics/visuals that are relevant to the message which

is attempting to be sent, yet less visual graphics to be applied with initial

emails are more effective in-turn creating a relatively personal feel to the

email. In terms of language, the style is the main factor in determining how

captivating the email is. Using casual tone invokes a warmer and gentle and

inviting feel to the email in comparison to a formal style. For combinations;

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 it's suggested that to maximize effectiveness; using no graphics/visual

alongside casual language. In contrast using no visual appeal and a formal

language style is seen as the least effective method.

 Search marketing -

 Social Media Marketing - The term 'Digital Marketing' has a number of

marketing facets as it supports different channels used in and among these,

comes the Social Media. When we use social media channels ( Facebook,

Twitter, Pinterest, Instagram, Google+, etc.) to market a product or service,

the strategy is called Social Media Marketing. It is a procedure wherein

strategies are made and executed to draw in traffic for a website or to gain

attention of buyers over the web using different social media platforms.

 Social Networking

 Game advertising - In-Game advertising is defined as "inclusion of

products or brands within a digital game." [43] The game allows brands or

products to place ads within their game, either in a subtle manner or in the

form of an advertisement banner. There are many factors that exist in

whether brands are successful in their advertising of their brand/product,

these being: Type of game, technical platform, 3-D and 4-D technology,

game genre, congruity of brand and game, prominence of advertising within

the game. Individual factors consist of attitudes towards placement

advertisements, game involvement, product involvement, flow or

entertainment. The attitude towards the advertising also takes into account

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 not only the message shown but also the attitude towards the game.

Dependent of how enjoyable the game is will determine how the brand is

perceived, meaning if the game isn’t very enjoyable the consumer may

subconsciously have a negative attitude towards the brand/product being

advertised. In terms of Integrated Marketing Communication "integration of

advertising in digital games into the general advertising, communication,

and marketing strategy of the firm" is an important as it results in a more

clarity about the brand/product and creates a larger overall effect.

 Online PR

1. Video advertising - This type of advertising in terms of digital/online

means are advertisements that play on online videos e.g. YouTube

videos. This type of marketing has seen an increase in popularity over

time.[44] Online Video Advertising usually consists of three types: Pre-

Roll advertisements which play before the video is watched, Mid-Roll

advertisements which play during the video, or Post-Roll advertisements

which play after the video is watched.[45] Post-roll advertisements were

shown to have better brand recognition in relation to the other types,

where-as "ad-context congruity/incongruity plays an important role in

reinforcing ad memorability".[44] Due to selective attention from viewers,

there is the likelihood that the message may not be received. [46] The main

advantage of video advertising is that it disrupts the viewing experience

23
of the video and therefore there is a difficulty in attempting to avoid

them. How a consumer interacts with online video advertising can come

down to three stages: Pre attention, attention, and behavioural decision.

[47]
 These online advertisements give the brand/business options and

choices. These consist of length, position, adjacent video content which

all directly affect the effectiveness of the produced advertisement time,

[44]
 therefore manipulating these variables will yield different results.

Length of the advertisement has shown to affect memorability where-as

longer duration resulted in increased brand recognition.[44] This type of

advertising, due to its nature of interruption of the viewer, it is likely that

the consumer may feel as if their experience is being interrupted or

invaded, creating negative perception of the brand. [44] These

advertisements are also available to be shared by the viewers, adding to

the attractiveness of this platform. Sharing these videos can be equated to

the online version of word by mouth marketing, extending number of

people reached.[48] Sharing videos creates six different outcomes: these

being "pleasure, affection, inclusion, escape, relaxation, and control".

[44]
 As well, videos that have entertainment value are more likely to be

shared, yet pleasure is the strongest motivator to pass videos on. Creating

a ‘viral’ trend from mass amount of a brands advertisement can

maximize the outcome of an online video advert whether it be positive or

a negative outcome.

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It is important for a firm to reach out to consumers and create a two-way

communication model, as digital marketing allows consumers to give back feed

back to the firm on a community based site or straight directly to the firm via

email. Firms should seek this long term communication relationship by using

multiple forms of channels and using promotional strategies related to their

target consumer as well as word-of mouth marketing.

Multi-channel communications

Push and pull message technologies can be used in conjunction.

Self-regulation

The ICC Code has integrated rules that apply to marketing communications

using digital interactive media throughout the guidelines. There is also an

entirely updated section dealing with issues specific to digital interactive media

techniques and platforms. Code self-regulation on use of digital interactive

media includes:

 Clear and transparent mechanisms to enable consumers to choose not to

have their data collected for advertising or marketing purposes;

 Clear indication that a social network site is commercial and is under the

control or influence of a marketer;

25
 Limits are set so that marketers communicate directly only when there are

reasonable grounds to believe that the consumer has an interest in what is

being offered;

 Respect for the rules and standards of acceptable commercial behavior in

social networks and the posting of marketing messages only when the forum

or site has clearly indicated its willingness to receive them;

 Special attention and protection for children

ADVANTAGES AND LIMITATIONS

The whole idea of digital marketing can be a very important aspect in the

overall communication between the consumer and the organisation. This is due

to digital marketing being able to reach vast numbers of potential consumers at

one time.

Another advantage of digital marketing is that consumers are exposed to the

brand and the product that is being advertised directly. To clarify the

advertisement is easy to access as well it can be accessed any time any place.

However, with digital marketing there are some setbacks to this type of strategy.

One major setback that is identified, is that Digital marketing is highly

dependent on the internet. This can be considered as a setback because the

internet may not be accessible in certain areas or consumers may have poor

internet connection.

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As well as digital marketing being highly dependent on the Internet is that it is

subject to a lot of clutter, so it marketers may find it hard to make their

advertisements stand out, as well as get consumers to start conversations about

an organisations brand image or products.

As digital marketing continues to grow and develop, brands take great

advantage of using technology and the Internet as a successful way to

communicate with its clients and allows them to increase the reach of who they

can interact with and how they go about doing so,. [2] There are however

disadvantages that are not commonly looked into due to how much a business

relies on it. It is important for marketers to take into consideration both

advantages and disadvantages of digital marketing when considering their

marketing strategy and business goals.

An advantage of digital marketing is that the reach is so large that there are no

limitations on the geographical reach it can have. This allows companies to

become international and expand their customer reach to other countries other

than the country it is based or originates from.

As mentioned earlier, technology and the internet allows for 24 hours a day, 7

days a week service for customers as well as enabling them to shop online at

any hour of that day or night, not just when the shops are over and across the

whole world. This is a huge advantage for retailers to utilise it and direct

customers from the store to its online store. It has also opened up an opportunity

27
for companies to only be online based rather than having an outlet or store due

to the popularity and capabilities of digital marketing.

Another advantage is that digital marketing is easy to be measured allowing

businesses to know the reach that their marketing is making, whether the digital

marketing is working or not and the amount of activity and conversation that is

involved.

With brands using the Internet space to reach their target customers; digital

marketing has become a beneficial career option as well. At present, companies

are more into hiring individuals familiar in implementing digital marketing

strategies and this has led the stream to become a preferred choice amongst

individuals inspiring institutes to come up and offer professional courses in

Digital Marketing.

A disadvantage of digital advertising is the large amount of competing goods

and services that are also using the same digital marketing strategies. For

example, when someone searches for a specific product from a specific

company online, if a similar company uses targeted advertising online then they

can appear on the customer's home page, allowing the customer to look at

alternative options for a cheaper price or better quality of the same product or a

quicker way of finding what they want online.

Some companies can be portrayed by customers negatively as some consumers

lack trust online due to the amount of advertising that appears on websites and

28
social media that can be considered frauds. This can affect their image and

reputation and make them out to look like a dishonest brand.

Another disadvantage is that even an individual or small group of people can

harm image of an established brand. For instance Dopplegnager is a term that is

used to disapprove an image about a certain brand that is spread by anti-brand

activists, bloggers, and opinion leaders. The word Doppelganger is a

combination of two German words Doppel(double) and Ganger (walker), thus it

means double walker or as in English it is said alter ego. Generally brand

creates images for itself to emotionally appeal to their customers. However

some would disagree with this image and make alterations to this image and

present in funny or cynical way, hence distorting the brand image, hence

creating a Doppelganger image, blog or content (Rindfleisch, 2016).

Two other practical limitations can be seen in the case of digital marketing.

One,digital marketing is useful for specific categories of products,meaning only

consumer goods can be propagated through digital channels.Industrial goods

and pharmaceutical products can not be marketed through digital channels.

Secondly, digital marketing disseminates only the information to the prospects

most of whom do not have the purchasing authority/power. And hence the

reflection of digital marketing into real sales volume is skeptical.

29
Measuring The Effectiveness of Digital Marketing Campaigns

Although the ultimate criteria to evaluate any business initiative should be its

return on investment or any other financial metrics in general, the evaluation

criteria and metrics for the digital marketing campaigns can be discussed in

more details.

The criteria and metrics can be classified according to its type and time span.

Regarding the type, we can either evaluate these campaigns "Quantitatively" or

"Qualitatively". Quantitative metrics may include "Sales Volume" and

"Revenue Increase/Decrease". While qualitative metrics may include the

enhanced "Brand awareness, image and health" as well as the "relationship with

the customers".

Shifting the focus to the time span, we may need to measure some "Interim

Metrics", which give us some insight during the journey itself, as well as we

need to measure some "Final Metrics" at the end of the journey to inform use if

the overall initiative was successful or not. As an example, most of social media

metrics and indicators such as likes, shares and engagement comments may be

classified as interim metrics while the final increase/decrease in sales volume is

clearly from the final category.

Of course, the correlation between these categories should exist. Otherwise, a

disappointing results may happen at the end in-spite of the illusion of success

perceived early during the project.

30
 DIGITAL ADVERTISEMENTS
The digital advertisement industry is growing rapidly as there is a growth in

digital communication devices around the world. The increase in smartphones,

tablets is enabling advertisers to reach a wider audience. According to analysts,

the Indian online ad market will grow year-on-year at 30% to reach ` 35.75

billion by March 2015. 9 The digital advertisements are flexible and can be

adapted for

any kind of device like Television, laptop, tablet, or smartphone. The two-way

interactive capability and the ability to customize the ad for target audience also

make digital advertisements more effective.

Search Engine Optimization (SEO):

With thousands of products in the digital catalogues, the e-commerce players

find it easy to be visible with the help of SEO technology. SEO can help the

websites to be more specific, measurable, realistic, and time efficient and hence

can significantly boost profits. E-tailers should optimize the critical aspects of

their online store and earn rich snippet displays in search results on various

search engines to drive more targeted, motivated buyers to their products.

Challenges

Though the e-commerce sector is growing exponentially in India, it faces

several challenges like customer mindset, high cash on delivery (CoD) based

orders, reachability, poor courier services and other policy-related issues.

31
High competition:

There are several players doing the same business in almost the same way. With

intense competition the profitability is decreasing due to aggressive pricing

strategies, heavy discounts and offers, free delivery, high commissions to

affiliates

and vendors during sale period to name a few. Online retailers lost around ` 10

billion because of heavy discounts to attract customers

Poor logistic & supply chains:

E-commerce companies live on the reach and the ability to stock more items

than physical stores as these are their biggest differentiators. With this benefit

also comes the challenge of robust supply chains and logistics networks, which

are not comparable and developed to global standards in India. The courier

companies do not have nationwide delivery networks and also do not have the

skills of handling commercial value goods. They also do not have the skills for

handling CoD, recheck return parcels, and other complexities related to digital

sale. This is forcing several e-tailers to establish their own delivery network

across the country and might have to engage with multiple shipping methods

using FedEx or DHL for the last mile delivery.

Payments: E-commerce companies have to offer a wide variety of payment

options including CoD, credit and debit card, internet banking, among others.

60-70% of the payments are made using the CoD option in India as customers

fear to share information online and do not trust the website for secure

32
payments. Moreover, the return percentage of orders in CoD is much higher

compared to online payments.

To counter these fears, e-tailers have started to provide facility of paying with

Card on Delivery. For example, Amazon’s delivery person brings point-of-sale

device to

accept payment at customer premise.

“ “m” is increasingly replacing the “e” in E-commerce, as more Indians get on

to their smartphones to buy stuff online. From a technology perspective, on the

small screen, discovery of the right products as well as payments present key

challenges as well as opportunities. Whoever can solve these challenges faster

and in a sustainable manner, can challenge the status quo in e-commerce

markets.”

Trends

Time for stronger Mergers & Acquisitions: The year 2014 saw some high

profile mergers and acquisition in the Indian digital commerce sector. The

biggest one being the Flipkart and Myntra merger, which was ` 20 billion deal

helping reduce completion in the market.

The Ibibo Group, a subsidiary of the South African mass media company

Naspers, acquired Pilani Soft Labs, which runs bus ticketing website redBus.in

for about $135 million. Ola Cabs acquired the rival TaxiForSure for $200

million to eliminate competition. These deals have further bolstered investor

confidence in the sector. M&A trends are expected to follow in the coming

33
years as the industry consolidates backed by high valuations and scaling up

operations.

Living on valuations: The staggering growth of digital commerce is attracting

investors from within and outside the country. The homegrown players Flipkart

and Snapdeal are taking every necessary step to stay ahead in the race. Online

players remain optimistic of the profitability of their ventures in the long term

and continue to invest heavily to build capabilities and gain bigger share of the

market.

As per analysts, the ` 200 billion investments in e-commerce in 2014 were

driven by sky-high valuations. The valuation of Flipkart sharply increased from

$1.9 billion at the start of 2014 to reach $11 billion by the end of the year. 12 It

raised $1.9 billion in three rounds of fund raising despite incurring losses of

around ` 4

billion. Similarly, Snapdeal saw its valuation increase from $350 million to $3

billion after raising funds of $850 million. 13 Snapdeal also posted losses of `

2.64 billion in FY14. 14 The valuation can play a major role for an e-commerce

player irrespective of the profitability of the company.

Retailers are going online:

The big retailers are trying to complement the traditional retailing with digital

commerce by tying up with big e-tailers. The partnership between Snapdeal &

Croma or Amazon & Future Group owned Big Bazaar is no more a partnership

34
between two retailers. It has extended to a vendor and technology partners

offering technology and logistics services.

Reliance retail is planning to launch its e-commerce website seeking to attract

people from online retailers. Shoppers Stop is revamping its digital platform,

which currently contributes 1% of the revenue. The extended reach of the online

channel is the primary reason for offline retailers to launch e-commerce

offerings.

MODERN ENABLING TECHNOLOGIES

The pace of technology change is very fast and individuals, businesses and

Governments need to be in sync with it. Internet and smartphones are becoming

an integral part of every life. Internet is no more a source of information, but

has become an important tool for shopping, learning, working, communicating

and even connecting with plumbers, carpenters, doctors, etc.

SMBs and large enterprises are also embracing advanced technologies to stay in

business. Several industries including retail are going digital and online to

increase the reach and to better connect with customers. Supply chains are

becoming leaner and smarter as digital platforms are helping to connect buyers

and sellers directly. In the future, technology landscape for various aspects of e-

commerce will be very different. The future technologies enabling e-businesses

will be revolutionary and bring faster dynamics into the operations. Some of

these enabling technologies for e-commerce are discussed below:

35
Payment Gateways

When it comes to running an online business the crucial part is how the
customer will pay. An e-commerce payment gateway is a service that authorizes
credit card, debit card or online banking payments and processes them securely
with a user’s merchant account for electronic fund transfer (EFT). The world is
moving from cash to digital money and thus there is a need of payment gateway
for sustainable future e-commerce.
The Indian e-commerce sector is heavily dependent on Cash on Delivery (CoD)
mode of payment as it is the most preferred choice for Indian consumers due to
lack of trust in online transactions, limited adoption of credit/ debit cards, and
security concerns among others. More than 50% of online transactions are done
on cash on delivery method and it is available across 600 cities and towns of
India. 31

36
 COMPANY PROFILE

lipkart Pvt. Ltd.

show

Type of site E-commerce

Available in English

Founded 2007; 12 years ago

Headquarters Bengaluru, India

Area served India

Owner Walmart (81.3%)

Founder(s) Sachin Bansal

Binny Bansal

Key people Kalyan Krishnamurthy (CEO)[1]

Services Online shopping

Revenue  ₹199 billion (US$2.8 billion) (2017)[2]

37
Employees 30,000 (2016)[3]

Subsidiaries  Myntra

 Jabong.com

 PhonePe

 Ekart

 Jeeves

 2GUD

Website Flipkart

Alexa rank  156 (Global, (June 2018)[4]

 9 (India, June 2018)[4]

Commercial Yes

Registration Required

Current status Online

38
Flipkart Pvt Ltd. 

is an e-commerce company based in Bengaluru, India. Founded by Sachin

Bansal and Binny Bansal in 2007, the company initially focused on book sales,
before expanding into other product categories such as consumer electronics, fashion, and
lifestyle products.

The service competes primarily with Amazon's Indian subsidiary, and the domestic
rival Snapdeal. as of March 2017, Flipkart held a 39.5% market share of India's e-commerce
industry. Flipkart is significantly dominant in the sale of apparel (a position that was
bolstered by its acquisitions of Myntra and Jabong.com), and was described as being "neck
and neck" with Amazon in the sale of electronics and mobile phones. Flipkart also
owns PhonePe, a mobile payments service based on the Unified Payments Interface (UPI).

39
History

Flipkart logo used from 2007 to 2015

Flipkart was founded in October 2007 by Sachin Bansal and Binny Bansal, who
were both alumni of the Indian Institute of Technology Delhi and formerly
worked for Amazon. The company initially focused on online book sales with
country-wide shipping. Following its launch, Flipkart slowly grew in
prominence; by 2008, it was receiving 100 orders per day. In 2010, Flipkart
acquired the Bangalore-based social book discovery
service weRead from Lulu.com.

In late 2011, Flipkart made several acquisitions relating to digital distribution,

including Mime360.com and the digital content library of Bollywood portal
Chakpak.

In February 2012, the company unveiled its DRM-free online music store Flyte.

However, the service was unsuccessful due to competition from free streaming
sites, and shut down in June 2013.

In May 2012, Flipkart acquired Letsbuy, an online electronics retailer. In May

2014, Flipkart acquired Myntra, an online fashion retailer, for 20
billion (US$280 million). Myntra continues to operate alongside Flipkart as a
standalone subsidiary; the site focuses on an upscale, "fashion-conscious"
market, while Flipkart itself focuses on the mainstream market and major
international brands.

In February 2014, Flipkart partnered with Motorola Mobility to be the exclusive

Indian retailer of its Moto G smartphone. Motorola also partnered with Flipkart
on the Moto E—a phone targeted primarily towards emerging markets such as
India. High demand for the phone caused the Flipkart website to crash
40
following its midnight launch on 14 May. Flipkart subsequently held exclusive
Indian launches for other smartphones, including the Xiaomi Mi3 in July 2014
(whose initial release of 10,000 devices sold out in around 5
seconds), the Redmi 1S and Redmi Note in late-2014 (which saw similarly
accelerated sellouts), and Micromax's Yu Yunique 2 in 2017.

On 6 October 2014, in honour of the company's anniversary and

the Diwali season, Flipkart held a major sale across the service that it promoted
as "Big Billion Day". The event generated a surge of traffic, selling
US$100 million worth of goods in 10 hours. The event received criticism via
social media over technical issues the site experienced during the event, as well
as stock shortages.

In March 2015, Flipkart blocked access to its website on mobile devices, and
began requiring that users download the site's mobile app instead. The following
month, Myntra went further and discontinued its website on all platforms, in
favour of operating exclusively through its app. The "app-only" model,
however, proved to be unsuccessful for Myntra (reducing sales by 10%), and its
main website was reinstated in February 2016. The experiment with Myntra led
to suggestions that Flipkart itself would perform a similar move, but this did not
occur. In November 2015, Flipkart launched a new mobile website branded as
"Flipkart Lite", which provides an experience inspired by Flipkart's app that
runs within smartphone web browsers.

In April 2015, Flipkart acquired Appiterate, a Delhi-based mobile

marketing automation firm. Flipkart stated that it would use its technology to
enhance its mobile services. In October 2015, Flipkart reprised its Big Billion
Day event, except as a multi-day event that would be exclusive to the Flipkart
app. Flipkart also stated that it had bolstered its supply chain and introduced
more fulfilment centres in order to meet customer demand. Flipkart achieved
a gross merchandise volume of US$300 million during the event, with the

41
largest volumes coming from fashion sales, and the largest value coming from
mobiles.

In December 2015, Flipkart purchased a minority stake in the digital mapping

provider MapmyIndia. The company stated that it would licence its data to help
improve delivery logistics. In 2016, Flipkart acquired the online fashion
retailer Jabong.com from Rocket Internet for US$70 million, as well as
the UPI mobile payments startup PhonePe. In January 2017, Flipkart made a
US$2 million investment in Tinystep, a parenting information startup. In April
2017, eBay announced that it would sell its Indian subsidiary eBay.in to Flipkart
and make a US$500 million cash investment in the company. eBay promoted
that the partnership would eventually allow Flipkart to access eBay's network of
international vendors, and vice versa, but these plans never actually came to
fruition. In July 2017, Flipkart made an offer to acquire its main domestic
competitor, Snapdeal, for around US$700–800 million. It was rejected by the
company, which was seeking at least US$1 billion.

Flipkart held a 51% share of all Indian smartphone shipments in 2017,

overtaking Amazon India (33%). Flipkart sold 1.3 million phones in 20 hours
on 21 September alone for its Big Billion Days promotion, doubling the number
sold on the first day of the event in 2016 (where it sold a total of 2.5 million
phones in five days).

Acquisition by Walmart

On 4 May 2018, it was reported that the US retail chain Walmart had won a

bidding war with Amazon to acquire a majority stake in Flipkart for
US$15 billion. On 9 May 2018, Walmart officially announced its intent to
acquire a 77% controlling stake in Flipkart for US$16 billion, subject to
regulatory approval. Following the proposed purchase, Flipkart co-founder
Sachin Bansal left the company, while the remaining management now report
to Marc Lore, CEO of Walmart eCommerce US. Walmart president Doug

42
McMillon cited the "attractiveness" of the market, explaining that their purchase
"is an opportunity to partner with the company that is leading transformation of
eCommerce in the market".Indian traders protested against the deal, considering
the deal a threat to domestic business.

In a filing with the U.S. Securities and Exchange Commission on 11 May 2018,

Walmart stated that a condition of the deal prescribed the possibility that
Flipkart's current minority shareholders "may require Flipkart to effect an initial
public offering following the fourth anniversary of closing of the Transactions
at a valuation no less than that paid by Walmart".

Following the announcement of Walmart's deal, eBay announced that it would

sell its stake in Flipkart back to the company for approximately US$1.1 billion,
and re-launch its own Indian operations. The company stated that "there is huge
growth potential for e-commerce in India and significant opportunity for
multiple players to succeed in India's diverse, domestic market." Softbank
Group also sold its entire 20% stake to Walmart, without disclosing terms of the
sale.

The acquisition was completed on 18 August 2018. Walmart also provided

US$2 billion in equity funding to the company.

On 13 November 2018, Flipkart CEO Binny Bansal resigned, after facing an

allegation of "serious personal misconduct". Walmart stated that "while the
investigation did not find evidence to corroborate the complainant's assertions
against Binny, it did reveal other lapses in judgment, particularly a lack of
transparency, related to how Binny responded to the situation."

Business structure

In a report dated 25 November 2014, a leading media outlet reported that

Flipkart were operating through a complex business structure which included

43
nine firms, some registered in Singapore and some in India. In 2012, Flipkart
co-founders sold WS Retail to a consortium of investors led by Rajeev Kuchhal.

Initially, the Bansals spent 400,000 (US$5,600) on developing the site. Flipkart

later raised funding from venture capital funds Accel India (US$1 million in
2009) and Tiger Global (US$10 million in 2010 and US$20 million in June
2011). On 24 August 2012, Flipkart announced the completion of its 4th round
of US$150 million funding from MIH (part of Naspers Group) and ICONIQ
Capital. The company announced, on 10 July 2013, that it has raised an
additional US$200 million from existing investors including Tiger Global,
Naspers, Accel Partners and Iconiq Capital.

Flipkart's reported sales were 40 million (US$560,000) in FY 2008–2009, 200

million (US$2.8 million) in FY 2009–2010and ₹750 million (US$10 million)
for FY 2010–2011.

Flipkart reported a loss of 2.81 billion (US$39 million) for the FY 2012–13. In

July 2013, Flipkart raised $160 million from private equity investors.

In October 2013, it was reported that Flipkart had raised an additional

US$160 million from new investors Dragoneer Investment Group, Morgan
Stanley Wealth Management, Sofina SA, and Vulcan Inc., with participation
from existing investor Tiger Global.

On 26 May 2014, Flipkart announced that it had raised US$210 million

from Yuri Milner's DST Global and its existing investors Tiger Global, Naspers
and Iconiq Capital.

In early July 2014, it was also highly speculated that Flipkart was in
negotiations to raise at least $500 million, for a likely listing in the US for 2016.

44
On 29 July 2014, Flipkart announced that it raised US$1 billionfrom Tiger
Global Management LLC, Accel Partners, and Morgan Stanley Investment
Management, and a new investor, Singapore sovereign-wealth fund GIC

In December 2014, after it received $700 million from another funding, Flipkart

had a market cap of $11 billion.

On 20 December 2014, Flipkart announced filing application with Singapore-

based companies' regulator ACRA to become a public company after raising
$700 million for long term strategic investments in India following which its
number of investors exceeded 50. The $700 million fund raised by Flipkart
added new investors—Baillie Gifford, Greenoaks Capital, Steadview Capital, T.
Rowe Price Associates and Qatar Investment Authority—on company's board.
Its existing investors DST Global, GIC, ICONIQ Capital and Tiger Global also
participated in this latest financing round. As of May 2015, Flipkart had raised
$550 million from some of its existing investors, in a deal that raised its total
valuation to $15 billion.

By August 2015, after raising another US$700 million, Flipkart had raised a

total of $3 billion, after over 12 rounds and 16 investors. In April 2017, Flipkart
underwent another round of funding, with $1.4 billion at a valuation of
$11.6 billion, including eBay, Microsoft, and Tencent. On 10 August 2017,
Softbank Vision Fund invested another US$2.5 billion in Flipkart.

On 19 September 2018, Flipkart Marketplace Singapore infused INR 3,463

crore into the Indian entity Flipkart Internet. The transaction was done in two
tranches according to the regulatory filings.

Regulatory action and lawsuits[edit]

In November 2012, the Enforcement Directorate began investigating Flipkart

for alleged violations of foreign direct investment regulations of the Foreign
Exchange Management Act, 1999. On 30 November 2012, Flipkart's offices

45
were raided by the Enforcement Directorate. Documents and computer hard
drives were seized by the regulatory agency.

In August 2014, the Enforcement Directorate claimed that it had found Flipkart
to be in violation of the Foreign Exchange Management Act.

The Delhi High Court observed violation of foreign investment regulations by

E-Commerce firms including Flipkart.

In January 2016, a public interest litigation came up for hearing which accused
Flipkart of contravention of foreign investment norms. The court asked the
Reserve Bank of India to provide the latest circular on foreign investment
policy.

In January 2016, the Department of Industrial Policy and Promotion (DIPP)

clarified that it does not recognise the marketplace model of online retail.

In February 2016, Health Minister, J P Nadda, informed that the Maharashtra

FDA had taken action against Flipkart, among others, for selling drugs without
valid license.

+House brands

Flipkart maintains several house brands, including Citron (home

appliances) and Digiflip (formerly for electronics and accessories). In
2017, Flipkart launched additional brands, including Billion
(smartphones), Smartbuy (electronics accessories, effectively replacing
Digiflip), and MarQ (for large appliances, although its launch was faced
with a trademark dispute with an existing company, Marc Enterprises).

46
Criticism

On 13 September 2014, a Flipkart delivery boy allegedly molested a

housemaid in Hyderabad.The house maid's employer has been fighting
against Flipkart for justice on this issue, and also for making offline
delivery services safe.

In 2014, competitors such as Future Group (owner of retail chain Big

Bazaar) filed complaints with India's Ministry of Commerce and Industry,
alleging that the site's Big Billion Days discounts undercut prices in a
manner predatory to other retailers. The ministry stated that it would look
into the complaints.

In April 2015, Flipkart faced criticism for being a launch partner in

the Airtel Zero program, alleging that the zero-rating scheme violated the
principles of net neutrality. Flipkart later pulled out.

In 2015, around 400 delivery executives working with eKart, the logistics
arm of Flipkart, went on strike to protest poor working conditions.
Complaints included seven-day workweeks, extended hours, lack of
clean toilets and medical assistance for bike riders involved in accidents.
In 2016, delivery executive Nanjunda Swamy was murdered by a
customer who did not have money to pay for a product. In response,
Flipkart launched a safety initiative -'Project Nanjunda', named after the
deceased executive. This included an SOS button in the mobile app
(called the Nanjunda button) that could be used by field executives in
cases of emergencies.

Sellers on Flipkart have been facing several challenges while doing

business on its marketplace, to the extent that some of them have had to
quit the portal. Some of these challenges include Flipkarts unfair policies

47
towards sellers, lack of a competent logistics service, and customer
returns that are purely as a result of consumer fraud.

Awards and recognition

 Sachin Bansal was awarded Entrepreneur of the Year 2012–2013

from The Economic Times, a leading Indian economic daily
newspaper.
 In September 2015, the two founders entered Forbes India Rich
List debuting at the 86th position with a net worth of $1.3 billion each.
 In April 2016, Sachin Bansal and Binny Bansal were named
to Time magazine's list of The 100 Most Influential People.

See also

 E-commerce in India
 Online shopping

48
 OBJECTIVE OF STUDY

1) To analyse the digital marketing of Flipkart. 

2) To analyse Measure the satisfaction level with consumer towards digital

marketing of Flipkart. 

3) To analyse the views of corporate customer for digital marketing of

Flipkart. 

4) To analyse the Measure impact of services of digital marketing of Flipkart. 

5) How to Promote the market awareness of digital marketing of Flipkart.

49
 SCOPE OF STUDY

The scope formulation is the first step to a successful Research process. Project

undertaken the problem of analyzing the digital marketing of Flipkart.

IMPORTANCE AND USE OF THE STUDY

To keep things in mind that as the ever changing competitive business

environment. New thoughts and ideas should pour into its, Research &

Development to innovate its existing products which should be beyond

competitors comprehension.

This study enables the user with answer to formulate an effective marketing mix

strategy with a broader prospective to tap areas where it did not feel the need

earlier, hence the decision of whether to penetrate this section or not can be

found out at the end of the data analysis.

It also gives an idea of the potential of our business in the future & the

fluctuation in prices from time to time & from product to product.

Special reference is made to the improvement of ability of product in terms of

packaging& product innovations & advertisement always means to cut down

competitors.

50
 RESEARCH METHODOLOGY
INTRODUCTION

This chapter aims to understand the research methodology establishing a

framework of evaluation and revaluation of primary and secondary research.

The techniques and concepts used during primary research in order to arrive at

findings; which are also dealt with and lead to a logical deduction towards the

analysis and results

a. Method of Data Collection:

Both primary and secondary data have been collected very vigorously

Secondary data: it is collected by the study of various reports. The reports

studied under secondary data. Primary Data was taken with questionnaire

b. Data source : Primary and secondary data source

c. SAMPLE DESIGN

The research design applied here was exploratory research

Exploratory Research is one in we don’t know about the problem, we have to

find about the problem and then work on solving the problem. Whereas in case

of descriptive research, we know the problem, we just have to find the solution

to the problem. Generally descriptive research design is applied after

exploratory research design.

51
Here after doing the secondary research, we found the general perception about

the retail baking but then in second phase we tried to figure out where the

difference lies and on what basis the banks differ from each other

d. Universe : Lucknow

e. Sample type : Randomly

f.Sample size: 100

g. Sample Unit: Flipkart

h. Statistical tools to be used : Research tool: Pie chart, Table, graph

THE RESEARCH REPORT

The report is the result of a survey which was undertaken in Lucknow city.

The objectives of the project has been fulfilled by getting response from the

customer associated to these segments through a personal interview in the form

of a questionnaire. The responses available through the questionnaire are used

to evaluate the investment pattern for the products of mutual fund and the

willingness of the customer to purchase its products on future.

The project also covers an analysis of the switch over of customers to

competitors products in the market.

52
 THE RESEARCH PROBLEM

The problem formulation is the first step to a successful Research

process. Project undertaken the problem of analyzing digital marketing of

Flipkart

THE RESEARCH OBJECTIVE

1) To analyse the digital marketing of Flipkart. 

2) To analyse Measure the satisfaction level with consumer towards digital

marketing of Flipkart. 

3) To analyse the views of corporate customer for digital marketing of

Flipkart. 

4) To analyse the Measure impact of services of digital marketing of Flipkart. 

5) How to Promote the market awareness of digital marketing of Flipkart.

53
 LIMITATION

The survey has been done with full efforts and utter car but still there are some

limitations beyond control which might make the findings and conclusion in the

report a little of beam.

Although we attained success in our research report to a great extent but still

could not provide the digital marketing state of current trends prevailing in

private sectors due to certain reasons which are :-

1- The time is assumed that the information given by the respondents are

authentic and to the best of their knowledge.

2- Information provided by the respondents might be biased and have

variation with their actual action.

3- Subjective nature of the study the perception of the viewers change

and different conclusion can be drawn by different viewers.

4- It is assumed that the information give by the respondent by authentic

and to the best of their knowledge.

54
 DATA ANALYSIS AND INTERPRETATION
1. Do you like the idea of digital marketing of Flipkart
Yes 87
No 13

13%

87%

Yes No

Interpretation:

87% respondent said that they have idea to purchase digital marketing of

Flipkart but 13% respondent have no idea to purchase digital marketing product.

55
2.Have you ever advertise your product from digital marketing of Flipkart?

Yes 77
No 23

23%

77%

Yes No

Interpretation:

77% respondent said that they advertise their product from digital marketing
product of Flipkart but 23% said no.

56
3.What helps you to decide product of digital marketing you advertise of
Flipkart?

TV Advertisement 23
Personal recommendation 36
Special offer 11
Radio advertising 17
News paper 7
Word of mouth 6

7% 6% 23%
17%

11%
36%

TV Advertisement Personal recommendation

Special offer Radio advertising
News paper Word of mouth

Interpretation:

23% respondent said that TV advertisement help to decide to digital marketing ,

36% personal recommendation, 11% special offer, 17% radio advertising, 7%

news paper and 6% said that word of mouth is help to purchase digital

marketing product.

57
4.How frequently you see advertisement of digital marketing of Flipkart?

Weekly 27
Monthly 37
daily 27
None 19

17% 25%

25%
33%

Weekly Monthly daily None

Interpretation:

25% respondent said that they saw digital marketing advertisement weekly,

33% monthly, 25% daily, 17% said none.

58
5.For which one of the following purpose you visit in your product?

Purchasing branded goods 57

Purchasing local goods 23
Only gathering information 11
Others 9

9%
11%

57%
23%

Purchasing brand goods Purchasing local goods

Only gathering information Others

Interpretation:

57% respondent said that they purchase branded good 23% purchasing local

goods, 11% only gathering information and 9% others reason.

59
6.What according to you are attractive features that buy digital marketing of
Flipkart?

Quality 32
Economy 49
Taste 19

19%
32%

49%

Quality Economy Taste

Interpretation:

32% respondent said that quality attract to purchase product, 49% economy and

19% respondent said taste is attract to purchase product of digital marketing of

Flipkart

60
7. Are you satisfy with digital marketing of Flipkart?

Yes 91
No 9

9%

91%

Yes No

Interpretation:

Maximum respondent satisfied with digital marketing of Flipkart but 9%

respondent no satisfied.

61
8. according to you digital marketing have changed the way the Consumer

satisfaction towards digital marketing of Flipkart?

Yes 71
No 29

29%

71%

Yes No
Interpretation:

71% respondent said that digital marketing changed the customer satisfaction

towards digital marketing of Flipkart and 29 said no.

62
9. Do you suggest the digital marketing of Flipkart to others

Yes 89
No 11

11%

89%

Yes No

Interpretation:

89% respondent said that they suggest the digital marketing of Flipkart to others

but 11% said no.

63
10. How will you rate your present digital marketing of Flipkart performance?
Poor 7
Satisfactory 23
Fair 27
Good 21
Very good 13
Excellent 9

9% 7%
13% 23%

21%
27%

Poor Satisfactory Fair Good Very good Excellent

Interpretation:

7% respondent rate poor for performance of digital marketing of Flipkart, 23%

satisfactory, 27% fair, 21% good, 13% very good and 9% respondent rate

excellent.

64
 FINDINGS
 87% respondent said that they have idea to purchase digital marketing but

13% respondent have no idea to purchase digital marketing product of

Flipkart.

 77% respondent said that they advertise their product from digital

marketing product of Flipkart but 23% said no.

 23% respondent said that TV advertisement help to decide to digital

marketing of Flipkart , 36% personal recommendation, 11% special offer,

17% radio advertising, 7% news paper and 6% said that word of mouth is

help to purchase digital marketing product of Flipkart.

 25% respondent said that they saw digital marketing advertisement

weekly, 33% monthly, 25% daily, 17% said none.

 57% respondent said that they purchase branded good 23% purchasing

local goods, 11% only gathering information and 9% others reason.

 32% respondent said that quality attract to purchase product, 49%

economy and 19% respondent said taste is attract to purchase product of

digital marketing of Flipkart

 Maximum respondent satisfied with digital marketing of Flipkart but 9%

respondent no satisfied.

65
 71% respondent said that digital marketing of Flipkart changed the

customer satisfaction towards digital marketing and 29 said no.

 89% respondent said that they suggest the digital marketing of Flipkart to

others but 11% said no.

 7% respondent rate poor for performance of digital marketing of Flipkart,

23% satisfactory, 27% fair, 21% good, 13% very good and 9%

respondent rate excellent.

66
 SUGGESTIONS AND RECOMMENDATION

 The brand loyalty for more digital marketing of Flipkart can be increased if
the Quality and appearance of the products are given due attention because
competitor has captured a major share of cement market.

 The switch over of the customers can be prevented if more of new products
are launched more frequently like competitor which launches new products
with slight variations from the previous.

 Quality wise very good but it still needs improvements.

 The most selling product should be given schemes like some discounts offer
like diwali bumper sale offer.

67
 CONCLUSION

The report comes to the following conclusion

 The customers of digital marketing of Flipkart are brand loyal with only a
small percent want to shift over to other brands. Trying of other brands by
customers is mainly because the customer wants to try something new.

 The performance of digital marketing of Flipkart is fair in comparison to

other.

 Taste is the basic feature influencing to built brand Image.

 The consumer of digital marketing of Flipkart is highly satisfied.

 Due to high brand loyalty the customers of digital marketing of Flipkart

recommend its product to others.

 The customers are satisfied with the product range of digital marketing of
Flipkart.

68
 BIBLIOGRAPHY

BOOKS AUTHORS

 Marketing Management : Philip Kotler

 Marketing Research : D. D. Sharma

 Research Methodology : C. R. Kothari


 "Definition of digital marketing".  :Financial Times. Retrieved 22
August 2015.
  Jump up^ Nielsen (10 March 2016).  "Digital Advertising is Rising in
Canada, Requiring More Sophisticated Measures of Success". Nielsen.
Nielsen. Retrieved 25 March 2016

 Websites

 www.google.com

69
 QUESTIONNIARE

1. Do you like the idea of digital marketing of Flipkart

Yes
No

2.Have you ever advertise your product from digital marketing of Flipkart?

Yes
No

3.What helps you to decide product of digital marketing of Flipkart you

advertise?

TV Advertisement
Personal recommendation
Special offer
Radio advertising
News paper
Word of mouth

4.How frequently you see advertisement of digital marketing of Flipkart?

Weekly
Monthly
daily
None

5.For which one of the following purpose you visit in your product?

Purchasing branded goods

Purchasing local goods
Only gathering information
Others

70
6.What according to you are attractive features that buy digital marketing of
Flipkart?

Quality
Economy
Taste

7. Are you satisfy with digital marketing of Flipkart?

Yes
No

8. according to you digital marketing have changed the way the Consumer

satisfaction towards digital marketing of Flipkart?

Yes
No

9. Do you suggest the digital marketing to others

Yes
No

10. How will you rate your present digital marketing of Flipkart performance?
Poor
Satisfactory
Fair
Good
Very good
Excellent

71