A

PROJECT
REPORT
ON

“SOCIAL MEDIA MARKETING”

Submitted for Partial Fulfilment of the requirement for the Award

of the
Bachelor of Business Administration
Batch 2020-2023

Under the Guidance of: Submitted by:

Mr. AMARJEET CHAUHAN SOMPA DAS

Assistant Professor BBA-V SEM
BBA, Department ROLL NO.200349105115

VIDYA INSTITUTE OF CREATIVE TEACHING, MEERUT

Affiliated to CH.CHARAN SINGH UNIVERSITY, MEERUT
VIDYA KNOWLEDGE PARK, BAGHPAT ROAD MEERUT- 250002

i
ii
 DECLARATION

I am SOMPA DAS hereby declare that the project titled “SOCIAL MEDIA

MARKETING ” is my own work and efforts which is completed under the

supervision of Faculty Mentor Mr. AMARJEET CHAUHAN, Asst. Professor of

Management Department VICT, Meerut .

The project report has not been submitted to CCS, University, Meerut for the

purpose of the compliance of any requirement of any examination or any degree

earlier.

Date: Signature

Place: SOMPA DAS

BBA-VI SEM

ROLL NO.200349105115

iii
 CERTIFICATE

This is to certify that Project Report entitled “SOCIAL MEDIA

MARKETING “which is submitted by SOMPA DAS in partial

fulfillment of the requirement for the award Bachelor of Business

Administration BBA at VIDYA INSTITUTE OF CREATIVE

TEACHING record of the candidate own work carried out by him

under my supervision.

Signature

Mr. AMARJEET CHAUHAN

Assistant professor

iv
 ACKNOWLEDGEMENT
While conducting this report, I got support in many ways from many people.

First, I am deeply grateful to my Project guide, Faculty Mentor Mr. AMARJEET

CHAUHAN, Asst. Professor of Management Department VICT, Meerut who

helped me with full devotion and always supported me earnestly whenever it was

needed. Without his guidance, mental & moral support and academic inputs this

report was not possible.

This Training report could never have seen the light of the day without his

cooperation of those Clients who participated in this. I am thankful to all of them for

giving me their valuable time.

My friends have been biggest support for me at every juncture of life. They

manifested their great interest in my research work also and always tried to make

things easy for me.

A word of gratitude goes to my family members whose love; affection and understanding have

enabled me to complete this endeavour with ease.

At the end, I thank to Almighty for giving me courage and strength to conduct this project
report.

Under The Guidance of : Submitted by:

Mr. AMARJEET CHAUHAN SOMPA DAS

Assistant Professor BBA-VI SEM
BBA, Department ROLL NO.200349105115

v
 PREFACE

Finance should not be looked upon in a vacuum or in isolation. It is an

essence taking a view of the whole business organization and its ultimate
objective concern for finance must penetrate all areas of the enterprise.
Financial survey in today‘s competitive world is a must for every
organization.
This project is the “SOCIAL MEDIA MARKETING”. The rational
behind this particular study is to find out the present market scenario of
various brands & to find out the corporate need and perception. It was a
pleasurable experience to conduct a research on behalf of web thrive
products.
Conclusion and there by recommendation has been arrived at by proper
and justified interpretation of the result derived from the above said
analytical tools and techniques.

vi
 EXECUTIVE SUMMARY

This report will analyze and discuss the most important elements of the
marketing environment for the launch of the iPhone, that is to say the
main three levels of the marketing environment. the macro-environment
through technological, economical, social and political forces and finally
the internal environment through the relation of Webthrive with its
employees and its marketing philosophy. The analysis for the micro-
environment is based on Porter’s 5 forces model and the one on the
macroenvironment is based on PEST analysis. The report will also give
an interpretation for each of these aspects, a recommendation with a
rating of the attractiveness of the UK current marketing environment in
which the iPhone is launched.
The principal conclusions of this report show that the iPhone is a
successful product that combines interesting features: iPod, internet
browser and mobile phone, which satisfy the customer’s needs.

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 INDEX
Number Particular Pg. No.

1 Acknowledgement

2 Preface

3 Executive summary

4 Introduction 1-7

5 Company profile 8-10

6 Project topic (e-banking, consumer awareness, mobile phone) 11-18

7. Latest articles 19

8. Liture Review 20-43

9 Scope of study 44

10 Objectives 45

11 Research Methodology 46-52

12 Data Analysis 53-72

13 Finding & Analysis 73-75

14 Conclusion 76-77

15 Recommendations 78-79
16 Limitation 80-81

17 Bibliography 82

18 Questionnaire 83-87

viii
 Chapter 1
INTRODUCTION

1
 INTRODUCTION

Historically, online marketing was a fairly one-sided approach. Businesses pushed

ideas out and consumers passively received them. But that landscape has shifted. The
internet has become extremely interactive. Social media has created a new style of
communication and there are now billions of conversations happening online. People
are discussing popular news articles, sharing photos of their pets, and even engaging
with brands. And it all feels relatively natural to the consumer. It's just part of how
the web operates.
All of these conversations present exciting opportunities for marketers. We can join
in on a conversation to drive brand awareness, or create our own conversations and
empower our customers to do the marketing for us. Social media marketing is all
about creating interactive moments with our customers to achieve a goal we've
defined. Most often that goal is to gain traffic to our website or attention on our
brand. But unlike other forms of marketing, social media taps into the idea of using
your customers as a marketing vessel.
The content that you share will hopefully be liked, retweeted, shared again, blogged
about, and so on. This viral effect is what makes social media marketing so effective.
A simple like on a post could expose that content to hundreds of potential customers
you normally wouldn't have access to. Because social media is so personal, when
friends share content, it comes with another layer of credibility. Done right, social
media has the potential to transform your business. However it'll require a good
strategy, some creativity, and a little bit of luck.
Done wrong and social media might bring unwanted attention which could
potentially harm your business or your brand image. We’re going to focus mainly on
the organic aspects of social media marketing. More specifically, the unpaid and
natural approach to distributing content. For many brands, social media will be a
must have component of your digital marketing strategy. Your social media might
feature the major networks, or it could be as simple as a blog, a customer forum or a
small niche bookmarking site.
We will be focusing on marketing with the big two: Facebook and Twitter. Now,
these two networks are not the same. Each is unique and has its own best practices,
style and audience, and we'll explore their differences together in a later movie.

2
Social media is a moving target. If you're able to adapt and scale alongside of it, your

brand will benefit in the long term.

Different Methods of Social Media Marketing

Social network marketing is popularly called as Internet marketing. Today you can
find many ways for internet marketing. Many people who enter this online marketing
are less worried because of its guaranteed success. If you see in Internet totally all
types of products has been marketed online without much effort. Internet attracts
many business people to promote their business online. Social network marketing is
grown to such a height that today many people can‘t earn without it.
Some of the most recognized network marketing tools are Face book, MySpace and
LinkedIn. Twitter became regular place for people who have newly entered the field
of social network marketing.

1. BLOGGING: When you start Blogging or posting your data about any product,
you can see less response from clients. Later it will become big business via blog.
Websites and blogs are most powerful tools for social network marketing when
matched with other networking tools. Blog is an amazing tool which provides
many other facilities in addition to just marketing your business. It also helps you
to communicate with other clients in case if you have any problems.

2. WEB DESIGN: It is important to have private website if you are a freelancer.

Your website will help your clients to know about you and it will make them clear
that you are a serious freelance marketer and help to make huge revenue via online
marketing.

3.ARTICLE SELLING: It is also best and cheap internet marketing method. It

is a mode of advertising our trade just by writing articles and attracting endless
number of users across world. We usually sell our articles to different article
database websites and article directories. Today it provided free business to many
advertisers and publishers and they are really benefited through their articles.

4. EMAIL SENDING: Electronic mail sending is the best way to marketing.

3
Collect list of email addresses through portfolio websites and email about your
business to all internet users. Your Email should be attractive in such a way that your
recipient will be impressed to get back to you.
5. USE SOCIAL NETWORKING WEBSITES : Social networking
websites like Twitter, face book can be used to promote your sales. These provide
best platform for all who are thinking of online marketing.

6. VIDEO PROMOTION: Use several video distribution websites for your

marketing. These websites uploads your service to the whole world. All that you
need to do is film a video about marketing and send it to video uploading sites
like You Tube. It seems it is the easiest way of marketing than any other modes
since many people will be interested in view videos rather than word form of
advertisement.

Digital Marketing and Internet Marketing

The fields of marketing and advertising have changed over the years and it is clear
that they have always taken advantage of the existing technologies. In the past, when
the concept of the internet was still unimaginable to many, most businesses
capitalized on traditional channels of marketing such as television, radio, print, and
billboard ads. Yes, they are still used by many companies today and if used
effectively, they can give big income returns to your business.

When the internet was born, it transformed the world into a global village. People in
different time zones can now communicate in a click or press of a button. The
internet has become so diverse that even things from your imagination can be found
in some corners of World Wide Web. Today, there are two billion internet users;
thus, it gave way to the conception of new breeds of marketers and advertisers.

What is Digital Marketing?

Digital marketing refers to the use of electronic devices such as computers, tablets,
smartphones, and digital billboards, among others, to interact with consumers. It can
also be defined as the promotion of brands, products or services using different forms
of digital media to reach and engage customers in a timely, relevant, personal and

4
cost-effective way. Compared to traditional forms of marketing, digital marketing is
less expensive and you can have instant access to tangible feedbacks and reports
about who saw or heard the ad, and took action. With digital marketing, you can see
how a campaign performs in real-time – what is being viewed, how often, duration,
and even statistics such as sales conversions.

How is it different with Internet Marketing?

The internet plays a significant role in digital marketing which is why people tend to
assume that it is synonymous with Internet Marketing. Nevertheless, they are
somewhat different in the sense that internet marketing is just one of the categories
of digital marketing.

Internet marketing involves marketing approaches such as search engine

optimization (SEO), social media marketing, and pay-per-click, to mention a few,
while the use of podcasts, fax broadcasts, text blasts, instant messaging, mobile apps,
and digital telephony and video, among others, as marketing channels narrow down
the definition of internet marketing.

India Digital Marketing Statistics – 2020

As per a recent report by Boston consulting group, India has one of the largest and
fastest growing populations of Internet users in the world—190 million as of June
2014 and growing rapidly. India already has the third largest Internet population in
the world today, after China with 620 million and the US with 275 million.

In addition, India already has 100 million active Facebook users today, the second
largest number after the US and Canada with 152 million. As one fast forwards, it is
estimated that there will be over 500 million Internet users in India by 2018—
making India the second largest population of Internet users in the world. The growth
in the Internet base in India has been exponential. It took 20 years from the
introduction of the Internet to reach 100 million users. The second 100 million will
likely be reached within three years, and the third in less than a year. In fact, the next
four years will see nearly 350 million additional Internet users. The primary drivers
of this exponential growth have been expansion to small town / rural India, increased

5
affordability due to lower cost data-enabled handsets, and the ever increasing
awareness of, and need for, the Internet.
Graph No. 1.1

Fig Graph for reach of population towards Internet usage

6
 NEED
Social Media is the current big buzzword in the world of Internet Marketing,
and with good reason. It is already such a big part of the Internet culture. It is here to
stay and should be ignored by marketers, or indeed anybody, at their peril. It is
important to understand WHY people use these websites, as there is a broad
demographic on these sites. Some people use them for business purposes, to network
and find new deals. Then there are others who use social networking sites for purely
personal reasons and are totally oblivious to the fact that there is a business presence
in the social networking environment at all. It is fascinating to see that there are so
many different things going on in one place, and even more incredible that they seem
to all work in harmony.

IT IS NEEDED:

1. To know the opinion of people for social networking sites, how do they use it,
what are the sites they use and how these sites help them in socializing 2.
Formulate and implement marketing strategies for branding, promoting and
communicating the information to the customers.

3. What are the attractive form of advertisements and improve the quality of
advertisement

4. Are we reaching the right audience, and if so, are we reaching them
effectively?

7
 ABOUT US

WEBTHRIVE

“a creative team of young, passion-driven, innovate professionals serving to help your business
grow”.

WEBTHRIVE ASSOCIATION is a digital marketing agency that provides services in various

domains such as graphic designing, video editing, blogging, creative writing, email marketing,
website designing, SEO, SMM, and Affiliate Marketing. We help our customers to understand and
reach the global market through digital marketing techniques. One can contact us if they want to
take their business to next level. We are known for the efficiency and effectiveness of the work we
do and have a portfolio of truly satisfied customers.

We always intend to deliver the best to you.

OUR VISION

Our vision is to take even a small running traditional business online in this tech-savvy global
Market. We aim to complete every promise that we make. Our Digital Marketing services assure
You to take your business to new heights. We would fulfil all the business. Our happiness is in the
growth and development of your business.

8
Our Services

Our recommendations are based on your convenience.

EXPLORE & EXPAND YOUR BUSINESS WITH US!

-VIDEO EDITING
-GRAPHIC DESIGNING
-AFFILIATE MARKETING
-VIDEO & PHOTOSHOOT
-CONTENT & BLOG WRITING
-ONLINE ADVERTISEMENT CAMPAIGN

9
OUR RENOWNED CLIENTS

10
 E- BANKING
E-BANKING
E-banking is a product designed for the purposes of online banking that
enables you to have easy and safe access to your bank account.

E-banking is a safe, fast, easy and efficient electronic service that enables you access
to bank account and to carry out online banking services, 24 hours a day, and 7 days
a week.

CONSUMER AWARENESS

Consumer awareness is about making the consumer aware of his/her rights. It is a

marketing term which means that consumers are aware of products or services, its
characteristics and the other marketing P's (place to buy, price, and
promotion).Though the first consumer movement began in England after the Second
World War ...

MOBILE PHONE

A mobile phone, known as a cell phone in North America, is a portable telephone

that can make and receive calls over a radio frequency link while the user is moving
within a telephone service area. It was a time of past to spared your business in
market by conventional methods. Old market is today converted in high tech
markets. Today if you want to purchase any item from abroad you need not to go or
you need not to call them for a sample. You can find their products and see the
catalogue on internet. Internet enables you to shop throughout world from the
comfort of your home. Internet has some special characteristics which no other
medium have. Only internet can provide you such special information even no
salesman can help you as internet helps. Countless people can see products at a
single movement, as well as they can purchase the product same time. You can
compare various product and choose which is more useful for you, You have the
facility to visit websites as much as you like no restriction on you here you will find

11
approximately all world class brands and their products you have the facility to
compare them, arrange according to many types like by price, by size, by category,
by most salable item and many more. This facility enables you to choose. This way
of shopping provides a new way of shopping. You get to identify the products,
compare the prices and quality and view the products from different angles.
Testimonials and reviews are the unique feature of shopping where you can share
your experiences with other users/consumers. The most exciting aspect of internet
shopping is that it is a 24x7 affair! And youre free to shop on your leisure hours and
even holiday are useful for shopping for you. Your time is best valued here. You
need not to go market so no tension of conveyance, pollution, traffic etc.
The other dimension is that you directly purchase the items from original merchant
in online shopping no mediator comes between you and merchant so it becomes
cheaper to purchase item. Fewer mediators less price. Merchant will also save his
money by selling of goods on internet. merchant need not to spent for staff,
showroom, other shop expenses. He can sale by less resources and less expenses,
some online store do not have their physical showroom they display their product
and services online and deliver goods on customer 's door such merchant save a lot
of expenses and they work in less capital thats why they are able to sale goods on
low prices.
Internet has a very bright future. If you want to increase your business and cross the
boundaries of region you need to take help of internet. Without going online you cant
think about your progress worldwide. In this regard you can see all large scale
business. Big brand, big shopping store are online. Online shopping is the demand of
todays modern time. Time and quality is the main subject of online shopping. Today
everybody is running to save time and who saves time automatically save money.
Day to day needed item is now available on internet and people prefer to shop online.
Not only for progress but also to survive in this competition era business internet
help.

Are you looking for the fastest website for online shopping at low price branded
products than http://www.shoppingsnooper.com/ is the one name in one of the fastest
and largest shopping search engine. Here you can search every type of products at
competitive prices. Visit http://www.shoppingsnooper.com/ to see the unbeatable
speed of searching.

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3.4 Rationale of Study
Selling on internet has a large potential due to the very high targeting possibilities As
a result of this exceptional development, the online selling industry is becoming
interested in the use of internet to reach their customers. Hence a better
understanding of online shopping is critical to the effective use of this channel of
approach to the consumer. It is especially important to know what is the consumer‘s
perception towards online shopping, benefits perceived by them and what factors
attract them towards online shopping.

Determination of information needs and sources

The following was the information required:
• What is consumer‘s attitude towards online shopping?
• What are the key concern areas for consumers while online shopping?
• Which factors shape the consumer‘s attitude towards online shopping?
• How has been recent shift taking place in online shopping?

4.3 Research Framework

Eleven different factors were identified by studying the existing models of consumer
attitudes (Refer Annexure 1, 2) that play an important role in online purchase, then a
model was proposed leading to online shopping.
The data was collected only through Questionnaires. The sample size was 100. And
random sampling was done among the internet users.

4.3.1 Proposed Model

After examining the 10 empirical studies, we identify a total of eleven interrelated
factors for which the empirical evidences show significant relationships. These ten
factors are perceived usefulness, perceived ease of use, perceived enjoyment,
information on online shopping, security and privacy, quality of internet connection,
attitude towards online shopping, intention to shop online, online shopping decision
making, online purchasing, and consumer satisfaction.

13
Six (perceived usefulness, perceived ease of use, perceived enjoyment, information
on online shopping, security and privacy, quality of internet connection )are found to
be ordinarily independent and five (attitude toward online shopping, intention to
shop online, decision making, online purchasing, and consumer satisfaction) are
ordinarily dependent variables.
Consumer satisfaction is considered to be a separate factor in this study. It can occur
at all possible stages depending on consumer’s involvement during the online
shopping process. The relationships between satisfaction, attitude, intention, decision
making and online purchasing are proposed to be two-way relationships due to the
reciprocal influences of each on the other. In addition, three of the antecedents,
perceived usefulness, perceived ease of use, perceived enjoyment, have been found
to have direct impact on consumer satisfaction.
Perceived Usefulness
Perceived usefulness is defined as the degree to which a person believes that using a
particular system would increase his or her job performance. It is an important factor
affecting acceptance of an information system, because the ultimate aim of any
person is the superior job performance.
Perceived Ease of Use
This is an important factor that affects the acceptance of a particular information
system. It is defined as the degree to which a person believes that using a particular
information system would be free of effort. Hence an application perceived to be
easier to use would more likely be accepted by the user.
Perceived Enjoyment
Enjoyment refers to the extent to which the activity of using a computer is perceived
to be enjoyable in its own rights. This is seen as an intrinsic source of motivation to
use a particular application.
Amount of Information
Amount of information is defined as the information which is available for the
product which a person wants to buy through online shopping. This factor eases the
decision of the user to actually buy the product or not, or which product to buy. This
factor becomes even more important in case of High Involvement product.

14
Security and Privacy
Security and privacy are the main factors which hinder the growth of online
shopping. The user is concerned about his ID and Password which can be stolen by
persons with wrong intentions and then misuse it. At the same time they are
concerned that their personal information may be sold to the third party which poses
a serious threat to their privacy.
Quality of Internet Connection
Not only is the presence of internet connection necessary but also its Quality is
important to shop online. This is an important factor which determines whether the
user would shop online or not because presence of internet is a basic necessity for
this mode of shopping
Attitude and perception towards online shopping
Consumer’s attitude and perception toward online shopping have gained a great deal
of attention in the empirical literature. It is believed that consumer attitudes will
affect intention to shop online and eventually whether a transaction is made. It refers
to:-
1) The consumer’s acceptance of the Internet as a shopping channel
2) Consumer attitudes toward a specific Internet store (i.e., to what extent consumers
think that shopping at this store is appealing). Intention to shop online
Consumer’s intention to shop online refers to their willingness to make purchases in
an Internet store. Commonly, this factor is measured by consumer’s willingness to
buy and to return for additional purchases. The latter also contributes to customer
loyalty. Consumer’s intention to shop online is positively associated with attitude
towards Internet buying, and influences their decision-making and purchasing
behavior. In addition, there is evidence of reciprocal influence between intention to
shop online and customer satisfaction.
Online shopping decision making
Online shopping decision-making includes information seeking, comparison of
alternatives, and choice making. The results bearing on this factor directly influence
consumer’s purchasing behaviour. In addition, there appears to be an impact on
user’s satisfaction. Though it is important, there are only five studies that include it.
According to Haubl and Trifts (2000), potential consumers appear to use a two-stage
process in reaching purchase decisions.

15
Initially, consumers typically screen a large set of products in order to identify a
subset of promising alternatives that appears to meet their needs. They then evaluate
the subset in greater depth, performing relative comparisons across products based
on some desirable attributes and make a purchase decision.
Online purchasing
This is the most substantial step in online shopping activities, with most empirical
research using measures of frequency (or number) of purchases and value of online
purchases as measures of online purchasing; other less commonly used measures are
unplanned purchases
Online purchasing is reported to be strongly associated with the factors of personal
characteristics, vendor/service/product characteristics, website quality, attitudes
toward online shopping, intention to shop online, and decision making (Andrade
2000; Bellman et al. 1999)
Consumer satisfaction
It can be defined as the extent to which consumer’s perceptions of the online
shopping experience confirm their expectations. Most consumers form expectations
of the product, vendor, service, and quality of the website that they patronize before
engaging in online shopping activities.

I Phone
iPhone is a line of smartphones designed and marketed by Webthrive Inc. They run
Webthrive's iOS mobile operating system. The first-generation iPhone was released
on June 29, 2007, and there have been multiple new hardware iterations with new
iOS releases since.

The user interface is built around the device's multi-touch screen, including a virtual
keyboard. The iPhone has Wi-Fi and can connect to cellular networks. An iPhone can
shoot video (though this was not a standard feature until the iPhone 3GS), take
photos, play music, send and receive email, browse the web, send and receive text
messages, follow GPS navigation, record notes, perform mathematical calculations,
and receive visual voicemail. Other functionality, such as video games, reference
works, and social networking, can be enabled by downloading mobile apps. As of
January 2017, Webthrive's App Store contained more than 2.2 million applications
available for the iPhone.

16
Webthrive has released eleven generations of iPhone models, each accompanied by
one of the eleven major releases of the iOS operating system. The original first
generation iPhone was a GSM phone and established design precedents, such as a
button placement that has persisted throughout all releases and a screen size
maintained for the next four iterations. The iPhone 3G added 3G network support,
and was followed by the 3GS with improved hardware, the 4 with a metal chassis,
higher display resolution and front-facing camera, and the 4Swith improved
hardware and the voice assistant Siri. The iPhone 5 featured a taller, 4-inch display
and Webthrive's newly introduced Lightning connector. In 2013, Webthrive released
the 5S with improved hardware and a fingerprint reader, and the lower-cost 5C, a
version of the 5 with colored plastic casings instead of metal. They were followed by
the larger iPhone 6, with models featuring 4.7 and 5.5-inch displays. The iPhone 6S
was introduced the following year, which featured hardware upgrades and support
for pressure-sensitive touch inputs, as well as the SE—which featured hardware from
the 6S but the smaller form factor of the 5S. In 2020, Webthrive unveiled the iPhone
7 and 7 Plus, which add water resistance, improved system and graphics
performance, a new rear dualcamera setup on the Plus model, and new color options,
while removing the 3.5 mm headphone jack found on previous models. The iPhone 8
and 8 Pluswere released in 2017, adding a glass back and an improved screen and
camera. The iPhone X was released alongside the 8 and 8 Plus, with its highlights
being a near bezel-less design, an improved camera and a new facial recognition
system, named Face ID, but having no home button, and therefore, no Touch ID.

The original iPhone was described as "revolutionary" and a "game-changer" for the
mobile phone industry. Newer iterations have also garnered praise, and the iPhone's
success has been credited with helping to make Webthrive one of the world's most
valuable publicly traded companies.

Webthrive rejected the "design by committee" approach that had yielded the
Motorola ROKR E1, a largely unsuccessful collaboration with Motorola. Among
other deficiencies, the ROKR E1's firmware limited storage to only 100 iTunes songs
to avoid competing with Webthrive's iPod nano.[21][22]

17
Cingular gave Webthrive the liberty to develop the iPhone's hardware and software
in-house[23][24] and even paid Webthrive a fraction of its monthly service revenue
(until the iPhone 3G),[25] in exchange for four years of exclusive US sales, until 2017.
[26]

Jobs unveiled the iPhone to the public on January 9, 2007, at the Macworld 2007
convention at the Moscone Center in San Francisco. [27] The two initial models, a 4
GB model priced at US$499 and an 8 GB model at US$599 (both requiring a two-
year contract), went on sale in the United States on June 29, 2007, at 6:00 pm local
time, while hundreds of customers lined up outside the stores nationwide.[28] The
passionate reaction to the launch of the iPhone resulted in sections of the media
dubbing it the 'Jesus phone'.[29][30] Following this successful release in the US, the first
generation iPhone was made available in the UK, France, and Germany in November
2007, and Ireland and Austria in the spring of 2008.

GSM
Concept of GPRS

General packet radio services (GPRS) is a

standardized packet-switched data service for GSM
network.
With the packet-switched
technology, GPRS increases data
transmission speed from 9.6kbps to a maximum of 114kbps for uses in the mobile
Internet. It will allow GSM operators to take a share of the rapid growth of Internet
usage and position the cellular service as a mobile access to the information society

For end-user GPRS Presents:

• Always in connection with P or X.25 networks
• Increased performance for up to 114 Kbps
• Fast set-up/access time

18
End-user's Benefit

"Better price than current WAP" and "faster data transmission speed" are the highly
valued features of GPRS

GPRS Radio Resources

Several end-users will share GPRS radio resources, resulting in much better channel
utilization than with circuit-switched data communication. The user may remain
connected as long as desired but is only charged for the volume of data received
and/or transmitted. GPRS uses radio channels to packet-switched or circuit-switched
traffic.

For the purpose of data communication purposes, packet-switching is superior to

circuit-switching due to its ability to transmit bursts of data. There is no need to
reserve, establish or keep a path open for data.

This results in faster call set-up time and allows users stay online indefinitely, while
only being charged for the amount of data actually transferred.

19
 LITERATURE REVIEW
Kaplan and Heinlein (2020) define social media as ―a group of Internet
based applications that build on the ideological and technological foundations of
Web 2.0, and allow the creation and exchange of user generated content.‖ According
to Kaplan and Heinlein (2020) web 2.0 is a platform where content is continuously
altered by all operators in a sharing and collaborative way. Web 2.0 is a web based
technology which helps to create highly interactive platforms through which
individuals and communities share, co-create, discuss and modify user –generated
content. Social media are the websites which are build upon the technological
foundations of web 2.0 that help a user to create user generated contents that can be
shared. This technology allows a user to create and publish the content on the social
media networks. This information can be shared with other members of the social
media website, who are connected with the user. This process is interactive where
other members can also respond in different ways. Mangold and Faulds (2009)
describe ―social media as the set of online word of mouth forums which includes
blogs, discussion boards, forums or social networks to name a few. Using all mobile
and web-based technologies, social media creates highly interactive platforms by
bringing together individuals and creating communities. Internet has a lot of
websites; each of them has different functional attributes and caters to different
sections of society. Websites like facebook are for general masses but LinkedIn is
focused on professional networking. Media sharing sites (i.e. YouTube, Picassa and
Flickr) or blogging platforms (i.e. blogspot, wordpress) are also members of this
ecosystem called social media (Kietzmann et al., 2011).Social media has equipped
the organization to establish an direct relationship with the consumers. Both of the
organizations and consumers are free to generate content on the web pages, which
further leads to conversations and discussion. Organization on one end are provided
with an opportunity to share their information with a large base of customers and on
the other end consumers are also free to publish any content whether positive or
negative regarding the information.

Social media marketing is a new marketing strategy which almost every business is
adopting to reach their consumers on the virtual networks. If you have an idea and
you want it to reach millions, at a very little cost, then social media is the only

20
wayout. Entertainment companies were the first to adopt the social media as a
promotional tool. Weinberg (2009) has defined social media marketing as the
process that empowers individuals to promote their websites, products, or services
through online social channels and tap into a much larger community that may not
have been available via traditional channels. So if we keep it simple, social media
marketing is the process where organizations use social media websites to build rush
on their company official websites. It does not stop here but organizations also
inform the potential customers of happenings in the organization, launch of the new
model or product and latest news about the organization through social media
applications. Gordhamer (2009) has related social media marketing to the
relationship marketing where firms need to shift from ―trying to sell‖ to ―making
connections‖ with the consumers. This explanations of social media marketing takes
us to the other side of marketing, where building relations with the potential
consumers is the key to repeated purchases and enhanced brand loyalty. Social
Media is an innovative tool that organizations use for creating a very strong public
relation with the customers on the virtual networks (Jan & Khan, 2014). Maintaining
public relations through social media has become easy because a large number of
potential consumers are available on the virtual networks. And making connection
with consumers using social media is only some clicks away. Today‟s customers are
more powerful and busy; therefore, companies should be reachable and available in
every social media communication channel such as Face book, Twitter, Blogs,
Forums at any time (Gordhamer, 2009). Exploiting the opportunities provided by the
social media communication channels is important for every organization.

Dimension of the Social media marketing (Asa‘ad, &Anas, 2014) There are five
dimension of the social media marketing, which means these five things are required
to create connections with consumers or to building traffic to company websites.

Online Communities: A company or business can use the social media to build a
community around its products/business. Vibrant communities create loyalty and
encourage discussions, which can contribute towards business development and
improvement. (Taprial, &Kanwar, 2012).

21
Interaction: A Facebook page or Twitter account can notify all its followers of
specific subject quickly and simultaneously (Berselli, Burger, & Close, 2012). Social
networking sites enable greater interaction with the online community through
broadcasting up-to-date, consumer relevant information. (Fischer, &Reuber, 2011)

Sharing of Content: The sharing dimension is about the extent to which an

individual ex-changes, distributes and receives content in a social media setting.
(Babac, 2011)

Accessibility: The social media is easily accessible and takes minimal or no costs to
use. Social media is easy to use and does not require any special skills, knowledge to
use. (Taprial, &Kanwar, 2012)

Credibility: It is all about delivering your message clearly to the people, establishing
credibility for what you say or do, connecting emotionally with your target audience,
motivating the buyer and generating loyal customers. The social media provides a
very good platform for all businesses (big or small) to network and reach out to their
target audience, connect with them directly and generate trust by listening to what
they have to say. (Taprial, &Kanwar, 2012)

This finally leads us to redefine the Social media marketing on the basis of
functional block of the social media websites. ―Social media marketing is a process
where seven functional blocks (identity, conversation, sharing, presence,
relationship, reputation and groups) of a social media website are utilized for
promotion of a brand, organization, political party, a personality, an idea or an
event.‖ So when we use social media for promotion of an idea or a product that is
social media marketing.

2) Overview of company:-

Webthrive Inc. is an American corporation that designs and manufactures computer

hardware, software and other consumer electronics devices. The company is best
known for their Macintosh personal computer line, Mac OS X, extremely loyal

22
userbase, iTunes media application, the iPod personal music player and i Phones.
The company headquarters is in Cupertino, California, CEO and co-founder is Steve
Jobs and the company boasts 284 retail locations spanning 106 different countries.
(webthrive, 2017)

Webthrive was established on April 1st, 1976 by Steve Jobs, Steve Wozniak and
Ronald Wayne to sell the Webthrive I personal computer kit. Steve Jobs was said to
own 45% of the company, Steve Wozniak with 45% and Wayne with the remaining
10%. While Jobs and Wozniak were young with little to no assets, Ronald Wayne
was older with personal assets and was scared to put these at risk. This resulted in
Wayne selling his share of the company back to Jobs and Wozniak for a reported
800$.
Today Wayne‘s share of the company would be worth over 3 billion dollars.
(Michael
Dougherty, 2020)

In December 1980, Webthrive went public. Its offering of 4.6 million shares at $22
each sold lot within minutes. Second offerings of 2.6 million shares quickly sold out
in May 1981.
As of September 25, 2020, the Company had opened a total of 317 retail stores,
including 233 stores in the United States and 84 stores internationally.(webthrive
b,2017)
3) Product portfolio:-
Webthrive has different segment in its product portfolio: - (webthrive, 2017)
1) Macintosh computers
2) I Phones (I Phone 3g, I Phone 3gs, I Phone 4)
3) I Pad
4) I Pod
5) Software (I Tunes and other application software)

4) Overview of Smartphone industry:-

A Smartphone is a mobile phone that offers more advanced computing ability and
connectivity then ordinary feature phone. Smartphone may refer to handheld
computer integration with a mobile. Smartphone are completely built with operating
system software which allows user to use phone instead of their laptop or computers.

23
In 2017 Smartphone are experiencing accelerating rates of adoption: 22% of
consumers already have a Smartphone, with this percentage rising to 31% amongst
24-35 year olds.(ismashphone, 2017)

List of companies involved in manufacturing Smartphone are as follows :-

(ismashphone, 2017)
1) Webthrive
2) Nokia
3) Blackberry (RIM)
4) HTC
5) Fujitsu
6) Others (includes Motorola, Sony, and everyone else)

Webthrive's Smartphone market share growth over 1 year has been 10 times that of
any other of its competitors. However, Webthrive is still only third in line when
counting the number of units sold by each major Smartphone manufacturer. Nokia is
first, selling a whopping 18,441,000 in the 2nd quarter of 2017, and RIM
(Blackberry) is 2nd with 7,678,900 units sold.

24
 Source: .(ismashphone, 2017)

5) Product overview:-
Webthrive i Phone 4 is the latest i phone series phone launched by webthrive inc. For
this report i have chosen this product and further marketing analysis is done in
following report.

25
Source: (webthrive, 2017)

26
6) Audit of marketing environment:-

1) Macro Environment

Source(learning marketing, 2005)

1) Political factor:-

In 2020 Emergency Budget the Chancellor announced an increase in the standard

rate of VAT from 17.5 per cent to 20 per cent effective from 4 January 2017. This
would affect the total selling price of i phone 4. (webthrive store, 2017)

GATT laws can interfere selling of i phone 4 in global context. (duke law,2004)

As most webthrive iphone is sold in terms of contract with other telecommunication

companies, sometimes customer finds problem to finish this contract and thus laws
of such contract affect the consumer buying decision.

27
2) Economic factor:-

Average Weekly Earnings

Regular pay growth decreases

Source (national statistics, 2017)

• As shown in graph average weekly income of people in UK is going slightly

down from February 2017, this may affect the purchasing power of
consumer in future.

• Unemployment rate of UK is 7.8% which is quite high and can affect the
sells of company.
• Inflation
CPI 4.0%, RPI 5.3%

28
 Source(national statastics b,2017)

Inflation rate was 4.0 per cent in March 2017, down from 4.4 per cent in
February 2017. As inflation is decreasing but still is quite high which can affect
consumer purchasing decision.

3) Socio-cultural factor:-

Population Estimates UK population grows to 61.8 million

Population: by gender and age, mid-2017

Source(national statastics c,2017)

• The estimated resident population of the UK was 61,792,000 in mid-2017, and

Children aged under 16 represented approximately one in five of the total

29
 population and youth population between 20-40 is also high, thus webthrive has
larger scope as it target the customer between this group.

• GDP per head in Britain was £23,500 in 2008 which means standard of living in
Britain was high. As webthrive group is targeting the customer with high
income earning group, can get larger customer group in Britain. (David smith,
2007)

• As per capita income and economy is growing after the great recession most
people want to achieve higher slandered of living by purchasing premium
product. Hence, it widened the market for webthrive iphone.

• As compared to Asian countries the culture of UK is independent that means

individual are free to take their own decision after 18 years. Which also
influenes the buying decision of consumer.

4) Technological factor:

 Webthrive iphone 4 is loaded with latest technology going in market. But

Innovation in technology takes place very fast thus companies has to keep
updating their product with new technology. Soon webthrive is going to launch
webthrive iphone 5, hence webthrive iphone 4 would be out of market.

2) Micro environment:-

 Michel Porter identified five forces for analysing the micro environment (Elizabeth, H.
and Terry O, 1996)

30
8) Marketing mix:-

 Product

According to philip Kotler a product is anything that can be offered to a market for
attention, acquisition, or use, or something that can satisfy a need or want. Therefore,
a product can be a physical good, a service, a retail store, a person, an organisation, a
place or even an idea. Products are the means to an end wherein the end is the
satisfaction of customer needs or wants.

31
Kotler states five product levels, the core benefit, the basic product, the expected
product, the augmented product and the potential product.

Source (Philip k
1969)
• Each level adds more customer value, and the five constitute a customer value
hierarchy. The most fundamental level is the core benefit: the fundamental
service or benefit that the customer is really buying. A i phone purchaser is
buying ―entertainments and telecommunication‖.

• At the second level the marketer has to turn the core benefit into a basic
product. Thus a i phone manufacturer will include touch screen, camera, other
application, speakers etc.

• At the third level, the marketer prepares an expected product, a set of attributes
and conditions buyers normally expect when they purchase this product. I
Phone buyers expect internet facility, good sound system, user friendly
instrument, good camera, good touch screen system.

32
 • At the fourth level, the marketer prepares an augmented product that exceeds
customer expectation. I phone manufacturer can include a good Wi-Fi internet
system, 10 mega pixel camera, and other advanced application.

• At the fifth level stands the potential product, which encompasses all the
possible augmentations and transformations the product might undergo in the
future. Successful companies add benefits to their offering that not only satisfy
customers, but also surprise and delight them. Delighting is a matter of
exceeding expectations.

 Product name :- Webthrive iPhone 4

 Brand:- Webthrive INC

 Product specification:- (webthrive 2017)

 Launch date:- 27 june 2020 Size and weight

Height:4.5 inches (115.2 mm) Width:2.31 inches (58.6 mm)
Depth:0.37 inches (9.3 mm) Weight:4.8 ounces (137 grams)

Location
• Assisted GPD

• Digital compass

• Wi-Fi
• Cellular

Power and battery

• Built-in rechargeable lithium-ion battery

• Charging via USB to computer system or power adapter

 Talk time:
Up to 7 hours on 3G
Up to 14 hours on 2G

• Standyby time: Up to 300 hours

Capacity

33
 • 16GB or 32GB flash drive

Colour
• Black

Display
• Retina display

• 3.5-inch (diagonal) widescreen Multi-Touch display

• 960-by-640-pixel resolution at 326 ppi

• 800:1 contract ratio (typical)

• 500 cd/m2 max brightness (typical)

• Fingerprint-resistant oleophobic coating on front and back

Support for display of multiple languages and characters simultaneously

 Price:-

As Webthrive iphone is well known brand in domestic as well international market

and has covered maximum market share in Smartphone industry. Webthrive iphone
3 and iphone 3gs were successful in market thus, webthrive at launching of iphone 4
decided to set their prices on basis of market skimming pricing rather than premium
pricing strategy.

• Market skimming pricing is setting a high price for a new product to skim
maximum layer from the segment willing to pay the high price; the company
fewer but more profit.(Philip k.and gary.a, 2006,pp.353)

• Whereas premium pricing is use a high price where there is uniqueness

about the product or service. This approach is used where a substantial
competitive advantage exists. (Philip k.and gary.a, 2006,pp.353)

Webthrive can use any 1 of the pricing strategy as their brand value and product
were in demand in market. Because of their new technology customer were

34
 willing to pay higher price for the iphone 4. But as product goes old and other
competitors enter the market with same technology webthrive has to reduce their
price to be in market. Thus, webthrive used market skimming pricing strategy to
cover maximum market share and revenue in beginning and then to lower their
price according to competition.

• Current price of webthrive iphone 4 is 16GB is £510 and for 32GB £612.
(webthrive store 2017)

 Place

―Channels of distribution are set of interdependent organisations involved in the

process of making a product or service available for use or consumption‖ (Kotler P.,
thr1999. pp. 489-496). There are two types of distribution network 1) direct
distribution channel 2) indirect distribution channel.

Indirect Channel

• The indirect channel is used by companies who do not sell their goods directly to
consumers. Suppliers and manufacturers typically use indirect channels because they
exist early in the supply chain. Depending on the industry and product, direct
distribution channels have become more prevalent because of the Internet.(Osmond
Vitez, 2017)
Direct Channel

• A direct distribution channel is where a company sells its products direct to

consumers. While direct channels were not popular many years ago, the Internet has
greatly increased the use of direct channels. Additionally, companies needing to cut
costs may use direct channels to avoid middlemen markups on their products. .
(Osmond Vitez, 2017)

Indirect Channel Methods

• Distributors, wholesalers and retailers are the primary indirect channels a company
may use when selling its products in the marketplace. Companies choose the indirect
channel best suited for their product to obtain the best market share; it also allows
them to focus on producing their goods. .(Osmond Vitez, 2017)

Direct Channel Methods

35
• Selling agents and Internet sales are two types of direct distribution channels. Selling
agents work for the company and market their products directly to consumers
through mail order, storefronts or other means. The Internet is an easy distribution
channel because of the global availability to consumers. .(Osmond Vitez, 2017)

Webthrive uses both types of distribution channel to sell their product in UK. As
webthrive doesn‘t have any manufacturing plant in UK they have to import from
USA. Webthrive has their own online stores thus customer those who want to
purchase iphone can order there. Thus webthrive uses direct channel for such
customer.

Webthrive also has almost 30 retail store in UK, hence they follow indirect
distribution channel to sell their final product to their customer.(webthrive
store,2017)

As shown in the distribution Chart, Company uses both one level and two level
distribution channels to make available their product to end user.

Distribution channel of webthrive INC

LUDIFU

Direct sale Third

force party
wholes

Added
Online store Retail store Retailer value Retailer
reseller

End-users End user End user End End user

user

36
 Promotion

Promotion is all about companies communicating with customers. A business'

total marketing communications programme is called the "promotional mix" and
consists of a blend of advertising, personal selling, sales promotion and public
relations tools.(tutor2u, 2004)

1) Advertising

Any paid form of non-personal communication of ideas or products in the "prime

media": i.e. television, newspapers, magazines, billboard posters, radio, cinema etc.
Advertising is intended to persuade and to inform. The two basic aspects of
advertising are the message (what you want your communication to say) and the
medium (how you get your message across) (tutor2u, 2004)

2) Personal Selling

Oral communication with potential buyers of a product with the intention of making
a sale. The personal selling may focus initially on developing a relationship with the
potential buyer, but will always ultimately end with an attempt to "close the sale".
(tutor2u, 2004)

3) Sales Promotion

Providing incentives to customers or to the distribution channel to stimulate demand

for a product. (tutor2u, 2004)

4) Publicity

The communication of a product, brand or business by placing information about it

in the media without paying for the time or media space directly.

Webthrive has its own online store so they advertised their product there and
costumer easily get all information about the product from there. Mostly
advertisement of webthrive in UK is done by other telecommunication company
such as Vodafone, o2, virgin, and orange. These companies in order to sell their
telecommunication services gives i phone with their services on basis of contract.

37
 This is the advertising approach used by webthrive in UK. This saves lots of
money for webthrive and ultimate aim to communicate the message to customer is
done by this telecommunication companies. Webthrive also have TV ads to
promote their product. Webthrive also use magazine advertisement to promote
their product.

Webthrive also uses hoardings where image of product is displayed and detailed
information is written there. By putting such hoardings people who are walking
roadside can see the information and message can be conveyed to customer.

Webthrive uses promotional methods using special short-term techniques to

persuade members of a target market to respond or undertake their products.
Webthrive uses for sales promotions are money back guarantees, lower purchase
price and rebates etc. The Webthrives stores are very distinct and captivating from
many other electronic stores because they display all of their products for
consumers to experience hands-on. Consumers are allowed to surf the web on any
of their computers, listen to the latest ipods, and experience the iPhone and its
features. This lets consumers get comfortable with the products and familiarize
themselves with it. This is a major consumer sales promotion that Webthrive has
developed.(webthrive INC, 2017)

As most of the user of iphone are college student age group from 17 to 22,
company should promote their product mostly to this group but we not found out
any such activities carried by webthrive group.

As webthrive iphone are loaded with latest technology and its has covered most of
the market, that‘s why they are always there in media or news. This promote
webthrive product to graeter context.

9) Marketing approaches:-

Segmentation, targeting, and positioning together comprise a three stage

process. We first (1) determine which kinds of customers exist, then (2)
select which ones we are best off trying to serve and, finally, (3)
implement our segmentation by optimizing our products/services for that

38
 segment and communicating that we have made the choice to distinguish
ourselves that way.

(Sources: USC marshall ,2017)

 Segmentation :-

Type of segment Variable

Demographic Age, Gender, Occupation, Income

Geographic Region, Population density, climate

Psychographic Social class, Life style, personality

Behavioural Degree of loyalty, Type of User

Webthrive i Phone 4 come under Smartphone segment and classified under unsought
goods. Thus, it requires lots of things to consider while purchasing it though it
requires more attention of Webthrive INC. Webthrives target segments consist of
professionals, students, corporate users, entrepreneurs, and health care workers.

• Demographic:-
Age: - Webthrive i Phone 4 targets younger customer and with high income earning
group.

39
 Sex: - As it is a Smartphone it can be used by both male and female. Thus webthrive
group concentrate on both group.
Religion: - As UK is a demographic country generally companies do not segment
their product according to religion.
Occupation: - as i Phone 4 is a Smartphone it targets the corporate people.
• Geographic: -
Country: - As webthrive INC is an American company but still it sales their product
in almost 106 countries in world. And for Europe it covers 36 countries.
Region: - In UK there 4 key markets (England, northern Ireland, Wales, Scotland )
and webthrive group covers all 4 markets in UK.
• Psychographic: -
Social class: - As in UK there is basically three group low earning income, medium
earning income, high earning income group. Webthrive INC concentrates on high
income earning group.
Life style: - As i Phone 4 is a highly technological phone, company targets the
customer which are interested in using new technology.

Occasion:- It‘s a human psychology that to buy some new thing on some
occasion thus considering this webthrive group try to attract such customer
and to have maximum sell at this time.
Benefits: - as i Phone 4 is a latest Smartphone customer do not buy just to use
it but it also shows image and status in society.

 Targeting :-

I Phone‘s marketing strategy is to differentiate the i Phone from other PDA‘s

on the market. I phone‘s primary customer targets is the middle-upper income
professional that need one portable device to coordinate their busy schedules
and communicate with colleagues, friends and family. I phone‘s secondary
consumer targets are high school, college and graduate students who need one
portable multifunction device. Mainly this market will be replacing their iPod
and cell phone with the iPhone.
Webthrive group uses concentrated marketing strategy for targeting their customer.
―Concentrated marketing is a market coverage strategy in which firm goes after a
large share of one or few segment or niches‖ Webthrive group uses this strategy to

40
 attract the customer who are interested in store information and communicate or
people who want entertainment on the go. By using such strategy webthrive targets
Segments consist of professionals, students, corporate users, entrepreneurs,
and health care workers with age group between 16 to 40.

 Positioning :-

Positioning is the process of creating an image for a product in the mind of

target customer.

Source: USC marshall (2017)

• Using product differentiation, Webthrive group positioned the iPhone 4 as the

versatile, convenient, value-added device for personal and professional use. The
marketing strategy will focus on the convenience of having one device for
communication, but also music, pictures, and video, and full Internet access. The
iPhone will be promoted as both professional and hip.

• Currently Webthrive i Phone 4 is in maturity stage generating maximum profit for

company. But soon webthrive i Phone 4 is going to decline stage because webthrive
group is going to launch i Phone 5 in July 2017.

41
• Current position of webthrive i Phone 4 in product life cycle:-

• Perpetual mapping ( kotler, p., 1999)

• As webthrive i Phone 4 is made up of latest technology, it is positioned in high price

and high technology group.

42
LITERATURE REVIEW
The current literature on consumer online purchasing decisions has mainly
concentrated on identifying the factors which affect the willingness of consumers to
engage in Internet shopping. In the domain of consumer behavior research, there are
general models of buying behavior that depict the process which consumers use in
making a purchase decision. These models are very important to marketers as they
have the ability to explain and predict consumers‘ purchase behavior.
The classic consumer purchasing decision-making theory can be characterized as a
continuum extending from routine problem-solving behaviors, through to limited
problem-solving behaviors and then towards extensive problem-solving behaviors
[Schiff man et al., 2001].
The traditional framework for analysis of the buyer decision process is a five-step
model. Given the model, the consumer progresses firstly from a state of felt
deprivation (problem recognition), to the search for information on problem
solutions. The information gathered provides the basis for the evaluation of
alternatives. Finally, post-purchase behavior is critical in the marketing perspective,
as it eventually affects consumers‘ perception of satisfaction/dissatisfaction with the
product/service.
This classic five stage model comprises the essence of consumer behavior under
most contexts. Nevertheless, the management of marketing issues at each stage in the
virtual environment has to be resolved by individual E-marketers. Peterson et al.
[1997] commented that it is an early stage in Internet development in terms of
building an appropriate dedicated model of consumer buying behavior. Decision
sequences will be influenced by the starting point of the consumer, the relevant
market structures and the characteristics of the product in question. Consumers'
attitude towards online shopping is a prominent factor affecting actual buying
behavior. (Source: Jarvenpaa Journal of Electronic Commerce Research, VOL. 6,
and NO.2, 2005)
Todd [1997] proposed a model of attitudes and shopping intention towards Internet
shopping in general. The model included several indicators, belonging to four major
categories; the value of the product, the shopping experience, the quality of service
offered by the website and the risk perceptions of Internet retail shopping. In the
research conducted by Vellido et al. [2000], nine factors associated with users'

43
perception of online shopping were extracted. Among those factors the risk
perception of users was demonstrated to be the main discriminator between people
buying online and people not buying online.
Other discriminating factors were; control over, and convenience of, the shopping
process, affordability of merchandise, customer service and ease of use of the
shopping site. In another study, Jarvenpaa et al. [2000] tested a model of consumer
attitude towards specific webbase stores, in which perceptions of the store's
reputation and size were assumed to affect consumer trust of the retailer. The level of
trust was positively related to the attitude toward the store, and inversely related to
the perception of the risks involved in buying from that store. Jarvenpaa et al. [2000]
concluded that the attitude and the risk perception affected the consumer's intention
to buy from the store.
Consumer risk perceptions and concerns regarding online shopping are mainly
related to aspects involving the privacy and security of personal information, the
security of online transaction systems and the uncertainty of product quality. Trust is
interwoven with risk [McAllister, 1995]. One of the consequences of trust is that it
reduces the consumer‘s perception of risk associated with opportunistic behavior by
the seller [Ganesan, 1994]. Lack of trust is frequently reported as the reason for
consumers not purchasing from Internet shops, as trust is regarded as an important
factor under conditions of uncertainty and risk in traditional theories.
Mayer et al. [1995] developed a model which combines traditional marketing
philosophy on consumer motivation to buy and the trust model. In this model, trust
propensity; which is a personality trait possessed by buyers; is an important
antecedent of trust. In Internet shopping, there is not much information available to
the buyer regarding the seller, prior to purchase. A buyer with a high propensity to
trust will more likely be a potential customer than a buyer with a lower propensity.
Mayer et al. [1995] proposed that ability, benevolence and integrity constitute the
main elements of trustworthiness. Ability refers to skills, competencies and
characteristics that a seller has in a specific domain. In this context, sellers need to
convince buyers of the competence of their companies in the Internet shopping
business. Benevolence is the extent to which the seller is perceived by the buyer as
wanting to ‗do well‘. Sellers have to convince buyers that they genuinely want to do
good things for buyers, rather than just maximize profit.

44
45
 SCOPE OF STUDY
 The study would help in gathering the opinion of people for social networking sites,
how do they use it, what are the things that they do on social and professional
networking sites and how these sites help them in socializing with their personal and
professional contacts.
 The study further helps in analyzing the benefits of promoting through social media,
identifying the benefits of branding and promoting vi SMS
 The study will help to formulate and implementing strategies for Branding, Promoting
and communicating the information to the customers through SMS.

46
 OBJECTIVES

• To find five most effective strategy of social media marketing.

• To find out the awareness of social media marketing.

• To find effective brand communication for social media promotion.

• To study key business divers at Finance solution Private limited.

• To study key trends in social media marketing.

47
 Chapter 2
Methodology

48
 RESEARCH METHODOLOGY

Research is the systematic and objective search for the analysis of the information
relevant to the identification and solution of any problem in the field of channel
development. The objective behind this project was to get a deep insight into the
answers
To the questions ―what are the general problem faced by the subscribers and what
they expect from mobile handsets providers and study of current mobile market‖.The
object of the survey were the mobile users of various mobile companies.

RESEARCH OBJECTIVES

MAIN OBJECTIVE

o Analysis of current market scenario of mobile market with special reference

to WEBTHRIVE .

Methodology Used
The data was collected through both the primary as well as secondary sources. The
primary source of the data is the users of various mobile handset users. The sources
of secondary data are the websites and company catalogues.

The Research Design

The research design followed for this research was:

1. Problem Formulation: This refers to transferring of the management

problem into a research problem. The management was ―to gauge the
behavior of consumer in respect of mobile market.‖
2. Research Method: It involves choosing either experimental or
nonexperimental research. This research was non-experimental.
3. Research Design: It is the specification of the methods and procedures for
acquiring he information needed. It is overall operational pattern or framework

49
 of the project that stimulates what information is to be collected, from which
source and by what procedure. The three types of design used are
exploratory, descriptive and causal for this research the descriptive design
was used. This is because it is marked by the prior formulation of specific
research questions. It has a preplanned and structure design. For descriptive
study proposed data analysis and project output are critical aspects. It was
decided that the users of various mobile companies would be used as the
primary source of data.
4. Selection of data collection techniques: For this research the data was to be
collected was of primary as well as secondary nature. The source of primary
data was the user of various mobile companies. Thus the data collection was
done through a survey by using questionnaire technique. This consisted of an
interview and questionnaire. The questionnaire contained the questions
relating hiring and uses of different mobile handsets. The questionnaire was
first pre tested and later making certain necessary changes in modified it.
5. Sample Design: A sample chosen has to be representative of the population.
For this survey cluster and stratified sampling was used.
6. Data collection: At this stage the data is actually colleted according to the
decided technique of data collection. The questionnaire is main source for the
collection of data.
7. Analysis and interpretation: Data which has been obtained are seldom
useful to anyone, if it is not analyzed and interpreted in order, the breaking
down of constituent parts and the manipulating of the data and to obtain
answer to the research questions. Interpretations involve taking the result of
analysis, making inferences relevant to the research relationship studied and
drawing conclusions about these relationships.
8. Research report: The culmination of the research process is research report.
Methodology, report and recommendations for course of action are presented.
The two critical attribute of report are completeness and conciseness.
Therefore these attributes are conflicting; a balance has to be stuck between
the two. On presenting the research report to the management. The
management should be able to take decision on recommendations and
conclusions of research.

50
Tools for data collection

The task of the data collection begins after research problem has been defined and
research design/plan chalked out. While deciding about the method of the data
collection to be used for study, the researcher should keep in mind two types of data
primary and secondary.
1. Sources of Data:

a) Primary Data: We collect primary data during the course of experiments in an

experimental research but in case do research of the descriptive type and perform
surveys, then we can obtain primary data either through observation or through direct
communication with the respondents in one form or another or through personal
interview. Since the research is of descriptive type in witch data is collected through
direct communication with respondents. Sample survey is carried out during this
project. The survey was performed through a structured questionnaire.
b) Secondary Data: secondary data means data that are already available i.e. they refer to
the data which have already been collected by someone else. The sources of secondary
data in this project were the websites of various mobile providers, catalogues of
various mobiles, newspapers, magazines etc.
2. Method adopted in research:
The survey method was used for this research project. A general survey was
conducted together the required data.
3. Research tool used:
Questionnaire was used to collect the data from the users of various mobile
handsets.
a) Method of population Selection:
The population for this survey was selected with the help of cluster and
stratified random techniques. In cluster, we divided the sahibabad colony
wise then we applied stratified.
b) Method of Interaction with the population:
Personal visit method is used for this research project. The respondents were
the users of various mobiles. These respondents were approached and

51
 requested to give their opinion on the mobile handsets providers by
answering in the questionnaire. We meet all retailers and whole sellers of
webthrive India mobiles
And try to find out their problems. We also observe that the advertising
materials
are well placed or not. Advertising material means posters, banners and
hoardings.
In interaction with population we were applying these marketing strategies:
 Advertising
In this section we advertise our products (mainly new launchings) and say to
customer our services qualities and brand features. We conduct road shows
and distribute leaflets and banners.

 Sales
We sale our product in two ways:
a) Direct Sale: In direct sale we search the customers and motivate them for
using webthrive mobiles.
b) Whole Sale: In whole sale we go in market, try to make poses. We motivate
these sellers for bulk sale. Some gifts are allows to these sellers if they
achieve the target.

7) SWOT ANALYSIS:-

 Strength

Innovative – The i Phone has an innovative touch screen that is patented and
unmatched by any other mobile product today. It also has many functions of other
mobile products all in one device.
• Compatibility –The phone will work with iTunes and with other Mac/Webthrive
products like the new Webthrive TV, allowing for wireless connectivity to the big
screen. The i Phone is also compatible with many Mac OS software tools. Mac OS
compatibility means that the i Phone has limitless potential for upgradeability.
• Ease-of-Use – The all-new touch screen interface making operations extremely
intuitive. It is radically different from those of other phones or PDAs that recognizes

52
multi finger gestures, just as the human hand normally behaves. The Mac OS X
application imbedded into the i Phone assures users will easily recognize what they can
do
• Brand awareness – Webthrive is well known for cool essential gadgets like the
iPods, ipad, macbook and Smartphone along great technological innovations like the
original Macintosh.

Price – At £418, the i Phone would be sold at a reasonable price for its value. It
outperforms any other PDA or smart phone on the market and the convenience of
having multiple features combined into one-device increases its overall value.

Quality – The i Phone has one of the brightest and most scratch resistant screens in the
market. It also has a fine metallic finish that is durable and light. The software suite
included is also unsurpassed with their ease of use and resistance to computer viruses.

 Weakness: -

Image – The Webthrive brand is not targeted towards business people, which most smart
phones have targeted. Does not have a reputation as being compatible with the corporate
world.

Price – Webthrive does not yet offer lower priced models for more cost conscious
consumers.

User Interface – Touch screen interfaces suffer from the problem of ―gorilla arm,‖ in
which long-term use of a flat, solid surface for input becomes uncomfortable.
 Opportunity: -
Increasing demand and expansion to a new target segment – Webthrive will
continue to target the business productivity market who wants an all in one computing
solution. But as technology advances and smart phones get cheaper companies also
have a great opportunity to target people who want entertainment. Webthrive will
attract these consumers and get iPod users to upgrade to i Phones.
Upgradeable – Since software on the i Phone can be updated, it allows new exciting
features to be brought in which take advantage of the touch screen ability. Future
versions will also be hardware upgradeable.

53
Partnerships – Webthrive can collaborate with many powerful global mobile phone
companies to flood the market with iPhones, which reduces costs in marketing and
increases revenue through long-term agreement deals.

Threats: -

Increased competition – Smart phones are easier to make now more than ever. More
companies may enter the market, given that there are few barriers to entry other than
patents. Competitors or even Webthrive contractors can maneuver around patents to
create similar devices.

Downward pricing pressure – The i Phone is marketed as a high-end phone, but phone
prices are almost certainly going to fall when other companies undercut the price of i
Phones.

54
 Chapter 3:

DATA ANALYSIS
&
INTERPRETATION

55
 TRUST

Finance has a product basket that deals with financially critical data and
demonstrates the reliability and sustainability of its clients.
Hence, we do understand the importance of regulatory compliances,
certifications and recognitions. We take utmost care to build concrete foundation of
our offerings by being affiliated to and/or connected with most of the ace
organizations which command regulation or breed reliance.

56
 DATA ANALYSIS AND INTERPRETATIONS

The survey is done demographically on the basis of Age category

QUESTION 1:
What Is your Age?

ANALYSIS: The bar chart show that maximum people are 15-25 age limit

57
QUESTION 2:

How often do you use internet?

ANALYSIS:

INTERPRETATION: The pie chart shows that there are maximum number (46%) of
people who use internet quiet often that is more than 3Hrs a day which states that
social marketing could be effective as people spend most of the time over internet.

58
QUESTION 3:
Are you aware of social networking sites?

ANALYSIS:

INTERPRETATION: The pie chart shows that there are maximum number (73%)
of people are aware of social networking sites this states that these sites are useful
for marketing on other hand 27% of people are unaware of it for which survey and
campaign should be carried out for making people aware of it.

59
QUESTION 4:
On which of these online communities do you hold a personal
account?

ANALYSIS:

INTERPRETATION: The bar chart shows that there are maximum number (82%) of
people are on facebook which states facebook is a most effective tool for social
marketing. The analysis shows there are people on linkedIn as well which can be also
used as a tool.

60
QUESTION 5:
On which of these online communities do you prefer promoting your
business (if any) for your business?

ANALYSIS:

INTERPRETATION: The bar chart shows that there are maximum number people
who prefer using facebook for their business (if any) this shows that social media
marketing is trending now a days for promoting businesses and facebook is most
preferred site.

61
QUESTION 6:
Which of this social marketing application have you used for your business in the past
(if any)?

ANALYSIS:

INTERPRETATION: The bar chart shows that there are maximum number(50%)
people did not use any of the application for marketing that states they are unaware of the
marketing applications. People can be told about the marketing applications by various
campaigns. This is the opportunity for 4fins to increase their business.

62
QUESTION 7:
Which is most used social networking application used by you?

ANALYSIS:

INTERPRETATION: The bar chart shows that Facebook and Whatsapp are the most used
social networking applications which states they are effective tool for marketing.

63
QUESTION 8:
Are you a member of any of the online communities for promoting your
business?

ANALYSIS:

INTERPRETATION: The pie chart shows that maximum people (56%) are not
member of any communities on social networking sites which states people only use
it to connect with friends and only 44% use it for communicate with staff members
which states now a days people use it business use also.

64
QUESTION 9:
Do view advertisement over any of social media applications given below?

ANALYSIS:

INTERPRETATION: The bar chart shows that many advertisement are showed on
Facebook this states that many marketing companies use it as a tool for marketing.
Facebook is the most popular social networking site.

65
QUESTION 10:
What kinds of ads have you come across in these sites?

ANALYSIS:
INTERPRETATION: The bar chart shows that maximum of people came across
various types of advertisements at some point of time which include web banner,

video ads, popups, flash ads etc.

66
 QUESTION 11:
What kinds of Brand communication attract you?

ANALYSIS:
INTERPRETATION: The bar chart shows that maximum people are attracted by web
banner thus it can be used for brand communication.

67
QUESTION 12:
Which drivers do you think makes 4fins different from other competitors?
ANALYSIS:

INTERPRETATION: The bar chart shows that maximum people think key driver of
4fins is mobility & Responsive Design which makes it different from other
competitors.

68
Q:- 13 MONTHLY EXPENSES OF CUSTOMER

MONTHLY EXPENSE

16 15
14
12 11
10 9 9
8
6
4
2
0
BELOW 350 350-499 500-1000 1000 AND
ABOVE

INTERPRETATION:- As the graph indicate that most of the

people spend money either below 450 or 1100 and above.

69
 Q:- 14 FACTOR INFLUENCING THE USE OF MOBILE

90
78 82 Easy
80
70
60
NO. OF 50
RESPONDENT 40 36
30 30
24 communicatio
n
20 Status symbol
10
0 Economical

Busniss
FACTORS purpose
Interpretation :- Nesesscity
Most of the
customer are using mobile only for
Economical &Easy communication purpose.

70
Q:- 15 REASONS FOR CONSUMER PRIORITY

200
180
company
160
offering
140 discount scheme
120
100 company
offering better
80
Services
60
40
20
0
INTERPRETATION:- Consumer prefer those connection in
Which company offering discount scheme rather than company offering better
services.

SERVICE PROVIDED BY I PHONE:-

71
 35

30

25 excellent

20 verygood

good
15
satisfactory
10
poor
5

Interpretation:- Most of the customer are saying that the

services provided by I Phone are excellent .

72
 LEARNING THROUGH PROJECT

I was appointed as a content strategist and digital marketing trainee for two months.
Initially for a week itself I was under training to understand the work culture of the
company ―Finacus Solutoins Pvt. Ltd.‖.
First week, I was asked to look through pages on Facebook made by ―Finacus
Solutoins Pvt. Ltd.‖

These were Company was doing its digital marketing. I was asked to look through the
pattern of posts and status uploaded and shared on facebook and instagram and
twitter.

I was explained the role I need to play in the company and what all things I need to do
as a digital marketing itern.
Before that I was explained two things on Facebook which I had to know before
posting.
That was image of post is called `creative copy` and content with that image was its
`creative status`.
Every brand is associated with its unique code and it is identified in the company by
its code.

A briefing about every company was done to me by my senior MR. Suraj

Salunkhe.He gave me a brief introduction as to how to create posts or creative‘s for
these Brands. I studied about each company for creating the creative copy.
I made 6 creative copies and creative status and one Video of mobile banking app
introduction video (in Spanish), out of which 3 were selected and 1 video selected
for . It was a big achievement for me that at a very early time my creative copies were
sanctioned. These copies were going to be live on Facebook and Instagram.

73
 Chapter 3:
FINDING & ANALYSIS

74
 3.5 FINDINGS
Through objectives:
1. To find five most effective strategy of social media marketing-

FINDING: According to the survey the five most effective strategy of social
media marketing are:
1. Marketing Automation Tools
2. Content Marketing Trend
3. Big data
4. Mobile Marketing Trend
5. Conversion rate optimization(CRO)
2. To find out the awareness of social media marketing.

FINDING: maximum people agree to the fact that they spend most of their
time over internet and 74% people of total sample population are aware of the
social media marketing

3. To find effective brand communication for social media

promotion.

FINDING: Maximum people agree to the fact Facebook and Whatsapp are
observed as the most used social networking applications and effective for the
brand communication.
4. To study key business divers at 4fins

FINDING: Majority people think key driver of 4fins is mobility &

Responsive Design which makes it different from other competitors.

5. To study key trends in social media marketing

FINDING: The trends of social media marketing are:

o Facebook o
Whatsapp o
Twitter o
Instagram
o Linkedin
According to people communicated during the survey Facebook and
Whatsapp are the most popular trends in social media marketing

75
 OTHER FINDINGS:

• Facebook and Whatsapp are observed as the most used social networking
applications.
• People use social networking sites for promoting business and have
communities for their business.
• There are minimum people who have used marketing applications in the past.
• Majority of people agree to fact they view advertisements on social
networking sites.
• Maximum people are attracted and came across to Web Banner and Video ads.
• Most of the people sees advertisement of Facebook, whatsapp and LinkedIn

76
 Chapter 4
CONCLUSION

77
 CONCLUSION
Communication about the product or service provides a major contribution to

brand competition in the market. It not only provides information about a product or

service but also promotes creative innovation. Besides advertising, it also facilitates

consumer satisfaction. The hidden fact is that no brand can progress without effective

communication strategy to attract their customers or users. Big and small variety of

brands nowadays laid their base on social network communication to get recognized

in the target market.

Social networking sites users of Face book, Twitter and Orkut have become a

personal, product and corporate branding hub in India nowadays in digital era. Every

brand that exists on social networking sites has the same core features and benefits,

such as the ability to create a page, share resources, add multimedia and much more.

Social networking sites are filled with potential users who are mainly young adults.

They spend more time in these networking sites due to heavy commercial contents,

entertainment and social gathering. So, product or service communicators throng their

ads in these areas with more and more interactive and with fascinating factors so that

their brand identity is developed among the right choice of focused audience.

Advertisers and brands uses social networking sites as the major resource for their

promotion and developing brand identity among the focused market.

78
 Chapter 5
RECOMMENDATIONS/
SUGGESTIONS

79
 SUGGESTIONS

1. Communication should be more preferred than advertising. So, if the brand is

communicated well and remembered by the audience, then it is a greatest
success to the company for their promotion through social media.

2. Promotional way of advertising is best: the usual banner ads and video ads
attract them. So advertising must be interactive, promotional and in innovative
form to hold the audience.

3. Advertisement should target the individuals than the mass. If an ad is hosted

for a group then that would be no advantage in delivering specified
information.

4. Adding more multimedia elements to have more interactive factors in fan

pages and group would benefit the brand user.

5. Facebook and Whatsapp is the most popular social networking applications

and must be used for social media promotions.

80
 Chapter 6
LIMITATIONS OF THE STUDY

81
 LIMITATIONS OF THE RESEARCH

This research was subjected to following limitation:

1. The survey cannot be termed 100% accurate due to lack of time. Thus the
scope of study is limited in terms of no. of respondent.
2. The lack of candidness of respondent towards answering the questionnaire in
few cases may have reduced the accuracy of survey to some extent.
3. Despite the unbiased opinion and efforts the possibility of technical exceptions
cannot be ruled out.
4. The statistical analysis with various automated tools might have computational
errors.

82
 BIBLIOGRAPHY
Books:

 C. R. Kothari ―Research Methodology‖ Second Edition, Wishwa

Prakashan.
 Donald S. Tull, Dell I. Hawkins ―Marketing Research‖ Sixth
Edition, Published by Ashok K. Ghosh, Prentice-Hall Of India Pvt.
Ltd.
 Business Today ―paint industry‖ Page 25 March 2005.
 Business world ―growth of Asian Paint ― Page 35 Feb. 2005.

News papers:-
• Times of India
• Hindustan times
• Business standard
• The Hindu
Websites:
 www.nokia.com
 www.google.com

83
 CONSUMER QUESTIONNAIRE

Centre________ Serial
No._____

1) Which mobile do you have?

a. L.G f. SIEMENS
b. WEBTHRIVE g. PANASONIC
c. NOKIA
d. SONY ERICSON
e. MOTOROLA

2) How many social media sites do you use?

a. 1
b. 2
c. 3
d. More than 3

3) Since how long have you been using

mobile?
a. Less then one year
b. 1-2 Year
c. 2-3 Year
d. 3 Year and above

4) What social media sites/ services do you use regularly?

a. Facebook
b. Twitter
c. Instagram
d. Youtube

84
 5) What your motive behind using mobile?
a. Communication due to extensive mobility
b. Snob value
c. Good facility as compare to PNT phones
d. Others (specify if any)
----------------

6) How often do you engage in social media?

a. Everyday
b. Three times a week
c. Once a week
d. Rarely

7) Which handset do you own?

COMPANY GSM CDMA

L.G
SAMSUNG
NOKIA
SONY ERICSON
MOTORALA

8) Are you the first time user of the mobile company? or

Have you availed services of some other mobile ?
a. First time
b. Switch over
c. Both
If switch over specify company name
[1] L.G [2] SONY ERICSON [3] NOKIA [4] MOTOROLA

85
 9) Which attribute characteristic have you most preferred?
Attribute
a. Good reputation
b. Low investment
c. Warranty& sup.
d. Connectivity
e. Weight
f. Display
g. Ergonomics
h. Camera video
i. Battery backup
j. IRDA/ Bluetooth
k. Sup. Language
l. Brand equity

10) How likely would you to be repost or retweet a sale or

promotion codes to your friends?
a. Very likely
b. Somewhat likely
c. Not likely

11) For which different purposes do you use your mobile?

(can tick more than one option)

i. Receiving / making calls ________

ii. SMS/ MMS ________
iii. Games ________
iv. E-Mail/ Internet ________
v. Music ________
vi. Camera ________

86
 12) Rank the following features of your hand set according to your

preference (rank 1 to most preferred and rank 6 to least

preferred)
i. Bluetooth _________
ii. MP3 Player/ Video Player _________
iii. Camera _________
iv. Data Storage Capacity _________
v. GPRS _________
vi. Personal information management _________
( notes,to-do list,contacts,etc.)

13) Does online visibility of a business affect your purchase?

a. Yes
b. No

14) Tick the range of price you would like to spend on a mobile
handset?
i. Below 5000 ________
ii. 5000- 15000 ________
iii. 15000- 25000 ________
iv. Above 25000 ________

87
 15) Out of following tick the picture/ punch line you recognize:

___________ ___________
__________

_________
___________

According to you what are the negatives in your handset?

Please mention if any
(------------------------------------------------------------------------------------------------
--------------------------------------------------------------------
--------------------------------------------------------------------------------------------)
Kindly fill in the following personal details
Name______________________________
Address____________________________
Tel.no _____________________________

88