A

PROJECT REPORT
On
“STUDY OF YOUTUBE MARKETING”
With special reference to
“AJIO.”

Submitted TO-

Savitribai Phule Pune University, Pune

In partial fulfillment of the requirement of
Bachelor of Business Administration (BBA)
Submitted by
PATEL HETIK VASANT
- Under the guidance of -
Prof. AUTI M.N.
THROUGH
Gramonnati Mandal’s
Arts, Commerce, Science Collage Narayangaon
(Department Of BBA/BCA)
For The Year 2021-2022
 CERTIFICATE

This is to certify that Mr. Patel Hetik Vasant of SY BBA Roll No. 34 having
specialization in Marketing Management has successfully completed his project titled
“STUDY OF YOUTUBE MARKETING.” as per the norms of Savitribai Phule Pune
University under the guidance Prof. Auti M.N for the academic year

Internal Examiner External Examiner

(Prof. Auti M.N.)

Project Guide HOD Co-Ordinator

(Prof. Auti M.N.) (Prof. Gharage S.V.) (Prof. Kudekar S.B.)

 DECLARATION

I hereby declare that the information, Photographs, Data etc. Gathered during the internship
period of research report study shall be strictly utilized only for the purpose of project report
is a part of the partial fulfilment of Degree of Bachelor in Business Administration at Arts
Commerce & Science College, Narayangaon for the academic year 2021-22 under Savitribai
Phule Pune University, Pune.

I honestly state that the intention of collection of the information in my research report is
solely for the purpose of study, not for commercial purpose or any means my sole and sincere
motive to learn the procedure practically and express my views by preparing Project Report.

Thus, the sole and honest objective for collecting the information is only for the academic
purpose and I assure that collected information shall be restricted only for Project Report.

Place: Narayangaon

Date: / /

PATEL HETIK VASANT

 ACKNOWLEDGEMENT

I would like to sincere thanks to Prof. Auti M.N. for their valuable cooperation and support,
without whom it was difficult to complete this project work.

I am extremely delighted to express my deep hearted regards to my research project guide

Prof. Auti M.N. Arts, Commerce, Science College of Narayangaon, who has spent his
precious time to direct these academic undertakings without his guidance and valuable
suggestions, this work, would have not been completed.

I am also thankful to all employee of AJIO. for extending their support during the internship.
Due to their support only, I was able to collect primary and secondary data.

I also pay my sincere thanks to all those who have directly or indirectly supported me to
complete this project.

Place: Narayangaon

Date: / /

PATEL HETIK VASANT

CHAPTER NO.1
INTRODUCTION
OF THE STUDY
1.1 INTRODUCTION

Each month, businesses try to come up with innovative marketing strategies as they look for
alternate ways to promote their business online. Online marketing is not complete without
digital video advertising, and there is no better platform for it than YouTube. It is the largest
ecosystem for watching videos, and it is the second-largest search engine after Google with
over a billion users every month. More than half of digital marketers use YouTube as a major
platform to market their business.

The most-searched word keyword on Google is YouTube. Though people initially didn't
think of YouTube as a search engine, that's exactly what most of its visitors do on the site. Its
previously mentioned monthly user base combined with video being an eye-catching medium
makes YouTube a perfect field for brands to market their products or business.

Along those lines, YouTube marketing is basically the practice of promoting businesses and
products on YouTube’s platform by uploading valuable videos on a company’s YouTube
channel or using YouTube ads. Now businesses have an opportunity to establish and grow
their brand through interactive videos that can build followers because of the dominance of
YouTube. It offers users their own channels on which they can develop and execute their
marketing strategy. Businesses can also monetize through YouTube by advertising their
video content that streams on other channels besides their own.

YouTube marketing is a strategy that involves creating videos and uploading them on
YouTube to promote a brand or a product and gain more exposure. It helps companies boost
traffic, increase their customer base, and reach new audiences.
1.2 Objectives of the study

The main objective of this study is to examine Study of youtube marketing of Ajio.
1.5 Research Methodology

Research methodology is a process used to collect information and data for the purpose of
making decisions. The methodology may include publication research, interviews, surveys
and other research techniques.

 Data Collection
The data is collected from both primary and secondary sources.

 Primary Data
The source of primary data is through questionnaire based on the objectives.
 Secondary Data
The secondary data were collected from books, journals, websites and other published
sources.

 Sample Design
A self- designed questionnaire was developed and given to general public. The
questionnaire is related to Study of Youtube Marketing of Ajio.

 Sample Population
The population of the study is general public.

 Sample Size
The sample size of the study is 30.

 Sampling Technique
The technique used for selecting the sample is non-random or non-probability
sampling techniques. Convenient sampling is used for collecting data in this study.
1.6 Limitations of the study

 Respondents bias towards the questions.

 The study is conducted within limited time.

 Lack of face-to-face interaction with respondents.

CHAPTER NO. 2
INTRODUCTION
TO THE
ORGANISATION
2.1 Introduction

AJIO, a fashion and lifestyle brand, is Reliance Retail’s digital commerce initiative and is the
ultimate fashion destination for styles that are handpicked, on trend and at prices that are the
best you’ll find anywhere.

Celebrating fearlessness and uniqueness, Ajio is constantly looking to bring a fresh, current
and accessible perspective to personal style.

At the heart of it all, Ajio’s philosophy and initiatives point to one simple truth – inclusivity
and acceptance as the only way to make our society a little more humane. And along the way,
just a little more stylish, whether it’s through creating capsule collections that make putting
together great looks easy, making exclusive international brands available in one place,
reviving India’s rich textile heritage through the Indie collection or making great style an
easy purchase through the in-house brand AJIO Own.

With the advanced internet infrastructure built by JIO and a robust physical retail business
built by Reliance Retail, we’re creating a differentiated e-commerce model for India through
AJIO. This model will entail seamless integration of online and offline models while
innovating across superior customer experience, delivery services and payment ecosystem.

The AJIO app is available for download on the Apple App Store & Google Play.
2.2 Company Profile

Name Ajio

Headquarters Bengaluru, Karnataka, India

Company Type Public Company

Founder Nair Vineeth

CEO Mukesh Ambani

Founded 2016

No. Of Employees 559

Departments:-
Departments

Board of Director :- Nair

Vineeth

Brand Marketing :- Girish Assistant Manager :- Ananta

Kumar Sharma

Digital Marketing Assistant:- Senior Copywrite Manager :-

Priti Pradhan Jasmine Bano

Business Analyst :- Amiuddin Senior Marketing Manager :-

Khan Lokesh B.K.
CHAPTER NO. 3
THEROTICAL
FRAMEWORK
THEORETICAL FRAMEWORK

 Introduction
In many ways, Ajio.com is perhaps the company that is most closely tied with the E-
Commerce phenomenon. The Seattle, WA based company has grown from a book seller to a
virtual Wal-Mart of the Web selling products as diverse as Music CDs, Cookware, Toys and
Games and Tools and Hardware. However, the rise in revenue has led to a commensurate
increase in operating losses leaving the company with a large deficit. The purpose of this
case is to present a balanced and up-to-date business history of the company.
 Background
The story of the formation of Ajio.com is often repeated and is now an urban legend. The
company was founded by Nair Vineeth, a computer science and electrical engineering
graduate from Princeton University.
He chose to locate the company in Seattle because it had a large pool of technical talent and
since it was close to one of the largest book wholesalers located in Roseburg, Oregon.
Clearly, he was thinking of the company as a bookseller at the beginning. Moreover, the
sales tax laws for online retailers state that one has to charge sales tax in the state in which
one is incorporated. This means that for all transactions from that state the price would be
increased by the sales tax rate leading to a competitive disadvantage. Therefore, it was
logical to locate in a small state and be uncompetitive on a smaller number of transactions
rather than in a big state such as California or New York.
As a symbol of the company’s frugality, Jeff and the first team built desks out of doors and
four-by-fours. The company was started in a garage. Ironically, initial business meetings
were conducted at a local Barnes and Noble store.
4.2 Research Methodology
Research Problem :To make a comprehensive study of Ajio and know the customer
satisfaction on digital marketing.

Types of research: Descriptive type research has used to complete the project. This
research is based on fact finding enquires the various are totally independent and
uncontrollable.

Data Collection:
1. Primary Data: -Are collected from direct resource (customers of Ajio)
through questionnaire.
2. Secondary Data: -Which are used for research to know the history
scope of Ajio are collected from already available resource like net and other
resources.

Universe: Universe of this research is Ajio customer in Narayangaon area.

Data representation techniques and tool: Pie charts has used for
representation.
 CHAPTER NO. 4
DATA ANALYSIS
AND
INTERPRETATION
DATA ANALYSIS AND INTERPRETATION

Table no. 1 shows that how many people use YouTube ?

Option Yes No

No.of Respondent 30 0

Yes
No

100%

Interpretation: -

Out of 30 respondent all of them are said that they use YouTube. It can be interpreted that
YouTube has a great influence in the day-to-day life of the people.
Table no. 2 shows that how many people know the Ajio app.

Option Yes No
No. Of respondent 25 5

17%

Yes
No

83%

Interpretation: -

Out of 30 people 25 said they know the Ajio app and 5 said that they not know the Ajio app.
From this question we can said that Ajio app is popular.
Table no. 3 shows that did they see Ajio app’s advertisement on YouTube?

Option Yes No

No.of Respondent 25 0

Yes
No

100%

Interpretation: -

Out of 25 peoples all said that they saw a advertise of Ajio app on YouTube. So we can said
that advertisement strategy of Ajio app is good.
Table no. 4 shows that what differentiate Ajio from other shopping website?

Option Fast Service Quality of products Offers

No.of Respondent
Table no. 5 shows that how many people visit their website from advertisement?

Option Yes No

No.of Respondent 15 10

40% Yes
No

60%

Interpretation:-

Out of 25 peoples 15 peoples said that they visit Ajio website from advertisement and 10
people said that they did’nt visit website from advertisement. Because they have that app in
their cellphones.
Table no. 6 shows that how many people buy products from Ajio?

Option Yes No

No.of Respondent 14 11

Yes
44% No

56%

Interpretation:-

Out of 25 peoples 14 people buy products from Ajio and other 11 peoples use other apps.
From this we can said that the Ajio app is popular enough.
Table no. 7 shows that Is Ajio providing easy way of shopping?

Option Yes No
No.of Respondent 20 5

20%

Yes
No

80%

Interpretation:

Data collected for this questionnaire to know about the feedback from customers
about way of shopping from Ajio is easy or not. From 25 customers 83% of customers
feedback that Ajio provides easy way of shopping, and 17% customers says that they are not
providing that much easy way of shopping. In total responded we analyses that most of the
customers says that Ajio satisfies customers with easy way of shopping.