Summer Training Project Report

(KMBN308)

MARKETING STRATEGIES OF AGILE CAPITAL SERVICES

Submitted to
Dr. A.P.J. Abdul Kalam Technical University, Lucknow
Towards the partial fulfillment of degree of Master of Business Administration

Guided By: Submitted By:

Faculty Guide: Dr. Neeta Bhatla Name: Arpit Tiwari

Company Guide: Mr.Chinmay Tiwari Roll No- 2100560700010

Babu Banarasi Das Northern India

Institute of Technology
Sector-II, Dr. Akhilesh Das Nagar,
Lucknow.

i
CERTIFICATE

ii
CERTIFICATE FROM ORGANIZATION

iii
 DECLARATION
I do hereby declare that all the work presented in the research report entitled “MARKETING

STRATEGIES OF AGILE CAPITAL SERVICES” is carried out and being submitted for the

award of Master of Business Administration (MBA), is an authentic record of Arpit Tiwari. The

work is carried out under the guidance of Dr. Neeta Bhatla (faculty guide). It hasn’t been

submitted at any other place for any other academic purpose.

Date:

ARPIT TIWARI
ROLL NO.- 2100560700010

iv
 ACKNOWLEDGEMENT

In order to accomplish a task, facts, situations and persons integrate together to form a
background. “Greatness lies in being grateful and not in being great.” This research report is a
result of contribution of distinct personalities whose guidance here made my effort a producing
one, as “no task is a single man’s effort”.

I would like to express my deep sense of gratitude to the respectable guide distinguished
personalities for their precious suggestions and encouragement during the project. The
experience which is gained by me during this project is essential for me at this turning point of
my career. I am thankful to my project guide Dr. Neeta Bhatla for kind support and supervision
under whose kind & constant guidance I had the opportunity to expand my horizons and view the
various problems from different prospective. I am also thanking her for sparing her valuable time
to listen my problems and difficulties faced by me during the completion of this project report.

ARPIT TIWARI

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 EXECUTIVE SUMMARY

The success of any business entity solely depends on how effectively does it utilizes its optimum
resources and how soon does it make arrangements for the removal of the customer's grievances.
Moreover, the company should always be ready to make necessary changes according to the
requirement in order to attract more customers so as to maintain a substantial growth in the
market. The topic given to me was:

“MARKETING STRATEGIES OF AGILE CAPITAL SERVICES”

I have tried to put my best efforts to complete this task on the basis of skill that have achieved
during my studies in the institute. I have tried to put my maximum effort to get the accurate
statistical data. If there is any error or any mistake in collecting the data, please ignore.

Summer Training Report has demonstrated conclusively that it is far more costly to win a new
customer than it is to maintain an existing one. And there is no better way to retain a customer
than to exceed his expectations. For this purpose it is essential to know the level of customer
satisfaction. The focus of my research was the measurement of customer satisfaction level for the
services provided by Agile Capital Services. The research was done for the corporate clients of
Agile Capital Services. My job was not only to represent the Corporate Sales Dept. and collect
the feedback from the clients but also to get the major complaints resolved through internal
counseling. There can be no better opportunity to interact with the external as well as the
internal customers of an organization. Finally the results of the research verify the fact that
keeping the customer satisfied is the best strategies to not only retain the existing customers but
also to expand the business to new horizons.

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 TABLE OF CONTENT

 Certificate ii
 Bona Fide Certificate From The Organization iii
 Declaration iv
 Acknowledgement v
 Executive Summary vi

Sr. No Content Page No.

1. INTRODUCTION 1-29

2. COMPANY PROFILE 30-50

3. REVIEW OF LITERATURE 51-65

4. OBJECTIVE OF THE STUDY 66

5. RESEARCH METHODOLOGY 67-69

6. PROBLEM OF LIMITATIONS 70-72

7. DATA ANALYSIS AND INTERPRETATION 73-81

8. FINDINGS 82

9. SUGGESTIONS AN RECOMMENDATION 83

10. CONCLUSION 84

11. BIBLIOGRAPHY 85

12. QUESTIONNAIRE 86-87

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 INTRODUCTION

Marketing is an important aspect that helps companies reach out to customers and potential
target markets within society. Companies that have employed strategic marketing approaches do
better in the market than organizations with poor marketing approaches. There are different
approaches to handling of marketing operations in any given company (Chartered Association of
Business Schools. 2020). It is important to note that firm performance is directly related to
specific marketing strategies that are employed within the organization. Poor strategic marketing
approaches jeopardize a company’s strategic position in the market. Conventional approaches to
marketing include advertising through Television, Billboards, Radios, and through print media.
The increased use of the internet and spread of globalization has led to emergence of other
channels of communication, which are pivotal to marketing practice. Digital approaches to
marketing such a s use of social media have changed the scope of marketing to a large extent. It
is important that firms use integrated approaches to communication as an efficient strategy
towards reaching customers in the market. It is also vital to explore literature on what can be
done to enhance firm performance through marketing strategies (Chartered Association of
Business Schools. 2020). From the literature review conducted, it is essential to have a summary
of findings and a detailed conclusion on marketing strategy and firm performance.

Marketing strategy

A marketing strategy is an approach that an organization uses to reach out to the target market to
create awareness and convince customers to purchase specific products. Many organizations in
the world have shifted the way activities are conducted due to increased of internet activities.
There are different approaches that a company can apply in communication to the public
including conventional approaches, digital means and other integrated approaches to marketing.
This part takes a background check on what has been done on the topic of discussion to establish
a detailed conclusion on the same (Chartered Association of Business Schools. 2020). Social
media sites such as Facebook, Twitter, Instagram and YouTube play a significant role in digital
marketing. It is important to understand the scope of these concepts and establish how they affect
firm performance. An analysis on the same will help gather useful concepts for a detailed
conclusion. The first part will analyze conventional marketing strategies, followed by digital and

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integrated approaches respectively. It is vital that organizations purpose to study the market well
and to know where consumer traffic lies.

Marketing strategy is the goal of increasing sales and achieving a sustainable competitive
advantage. Marketing strategy includes all basic and long-term activities in the field of marketing
that deal with the analysis of the strategic initial situation of a company and the formulation,
evaluation and selection of market-oriented strategies and therefore contribute to the goals of the
company and its marketing objectives.

Developing a marketing strategy

Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill
market needs and reach marketing objectives. Plans and objectives are generally tested for
measurable results. Commonly, marketing strategies are developed as multi-year plans, with a
tactical plan detailing specific actions to be accomplished in the current year. Time horizons
covered by the marketing plan vary by company, by industry, and by nation, however, time
horizons are becoming shorter as the speed of change in the environment increases. Marketing
strategies are dynamic and interactive. They are partially planned and partially unplanned. See
strategy dynamics. Marketing strategy needs to take a long-term view, and tools such as
customer lifetime value models can be very powerful in helping to simulate the effects of
strategy on acquisition, revenue per customer and churn rate.

Marketing strategy involves careful and precise scanning of the internal and external
environments. Internal environmental factors include the marketing mix and marketing mix
modeling, plus performance analysis and strategic constraints. External environmental factors
include customer analysis, competitor analysis, target market analysis, as well as evaluation of
any elements of the technological, economic, cultural or political/legal environment likely to
impact success. A key component of marketing strategy is often to keep marketing in line with a
company's overarching mission statement.

Once a thorough environmental scan is complete, a strategic plan can be constructed to identify
business alternatives, establish challenging goals, determine the optimal marketing mix to attain
these goals, and detail implementation. A final step in developing a marketing strategy is to

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create a plan to monitor progress and a set of contingencies if problems arise in the
implementation of the plan.

Marketing Mix Modeling is often used to help determine the optimal marketing budget and how
to allocate across the marketing mix to achieve these strategic goals. Moreover, such models can
help allocate spend across a portfolio of brands and manage brands to create value.

This article has multiple issues. Please help improve it or discuss these issues on the talk page.
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Marketing strategy is a process that can allow an organization to concentrate its limited resources
on the greatest opportunities to increase sales and achieve a sustainable competitive advantage.

Strategic planning involves an analysis of the company's strategic initial situation prior to the
formulation, evaluation and selection of market-oriented competitive position that contributes to
the company's goals and marketing objectives.

Strategic marketing, as a distinct field of study emerged in the 1970s and 80s, and built on
strategic management, that focuses on strategies, that preceded it. Marketing strategy highlights
the role of marketing as a link between the organization and its customers.

Marketing strategy leverages the combination of resources and capabilities within an

organization to achieve a competitive advantage and thus enhances firm performance
(Cacciolatti & Lee, 2016)

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Conventional Marketing Strategies

There are different approaches that organizations could apply in the pst to ensure improved
communication practices during operations. for instance, using of direct mail is one of the oldest
ways that people used to communicate and reach out to clients. However, the fact that
technology has improved has necessitated for advanced options to marketing. Another key
traditional approach to communication was advertising means through television videos and
radios. Advertising is well known to most companies in any industry as it gives an opportunity
for organizations to reach out to customers (Chartered Association of Business Schools. 2020).
Video advertisements have a significant impact on the mind of a viewer s it stick for long. The
application such approaches to communication is still common in the digital era as a way of
ensuring there is an improved impact. Advertising can be supplemented by technology to bring a
more significant effect in the market. Research indicates that organizations with established
communication channels perform better in the market.

Face to face marketing was an aspect that companies used in the past before organizations
increased reliance on technology. The element of personal marketing ahs a much more effect
than other means as one gets the chance to explain every detail to the customer. Equally, one is
able to ask questions for clarity on a product being sold. The fact that one can gets a direct
instant feedback on their inquiries makes the concept a better option for companies. However,
personal selling and marketing of products might be costly for an organization as it will need to
hire sales people (Chartered Association of Business Schools. 2020). Use of billboards is another
conventional approach that has been used in the marketing industry for long. The billboards are
situated in strategic locations where many people can see and read the content. In the event,
some individuals might be persuaded to make a purchase thereby increasing customer base.
Traditional approaches that were applied in marketing helped many organizations improve their
performance hence the need for firms to strategically plan their marketing activities.

Digital Approaches to Marketing

The increased use of technology has changed the scope of marketing for many organizations on a
global front. For instance, operational aspects of advertising have become wider and it is vital to
note that many organizations are benefiting through the same. The first digital approach that

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most organizations are using to enhance performance is social media advertising. There are
several social media sites that help organizations reach out to people. Research indicates that
companies spend a considerable amount of resources research on consumer behavior online. The
emergence of big data analytics use in predicting and determining various market characteristics
has changed the scope of marketing (Chartered Association of Business Schools. 2020). An
example of a social media site that is used to make video advertisements is YouTube. Equally,
the fact that using YouTube is free makes it advantageous and convenient for organizations to
run advertisements on such platforms. Facebook is also critical in helping organizations market
their products to the public. There are a large number of people who use the site on a daily basis,
which provide an opportunity for organizations to access the huge traffic. The sites play a
significant role in helping firms improve their performance by boosting sales.

Equally, use of social media influencers is on the rise as a way of capturing specific group of
target audience. Research indicates that companies are finding it easy to work with social media
influencers as a way of increasing their coverage. Influencers include specific people with huge
following on social media, who have the ability to convince and draw the attention of others. the
increased use of social media has resulted to some monetizing practices on social media,
especially for individuals with a huge following (Chartered Association of Business Schools.
2020). However, it is vital that companies consider specific aspects when hiring influencers on
social media to ensure that they acquire value for money. For instance, organization should go
for top tier influencers who can drive many people to their site. Influences provide a chance for
many individuals to participate in competitions and giveaways, which contribute significantly to
the growth of the market size.

Research indicates that marketing approaches are proving important and efficient in helping
firms improve performance. The emergence of big data analytics in the marketing has prompted
to study consumer behavior online to know what should be done to improve results. The use of
social media to make advertisements and other important activities has helped create awareness
of products existing in the market. Some of the advertisements made on Twitter and Facebook
convince individuals to buy products (Chartered Association of Business Schools. 2020). As
such, the use of digital approaches to communication helps many companies increase output to a
large extent. It is vital to note that internal communication that fits a firm’s culture spearheads

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organizational growth at a significant level. Much of existing literature links digital approaches
to communication with firm performance.

Print media is one area that has improved in te digital era in a significant manner. Technology
allows designers to employ their skills and come up with appealing marketing items, which are
then distributed to the public. Equally, use of magazines and newspapers can help organizations
communicate their intentions to the public in the digital era. Marketing is about communication
and reaching out to potential customers in a convincing and appealing way. Much of the
marketing activities in the digital ea have helped most organizations gain a strategic position in
the market (Chartered Association of Business Schools. 2020). Organizations with established
print media outlets and other forms of digital communication stand a better chance to reach out
to more customers in the market. it is important firms invest in digital forms of communication
as a way of improving results even though putting infrastructure in place is capital intensive.

Integrated Marketing Strategies

The digital era requires that firms have to incorporate several approaches to communication for
an improved effect in the consumer market. The main aim of marketing is to communicate
intentions and services provided by the company to people. It is also vital to note that marketing
creates awareness and informs people of important aspects they need to know about a product.
With the increased use of internet activities globally, much of the consumer traffic has shifted to
online social sites where people spend much time (Chartered Association of Business Schools.
2020). It is strategic for many organizations t merge traditional approaches to communication
with digital technology for better results. In essence, IMC incorporates conventional and digital
means of communication to help firms reach out to consumers. For instance, a company can use
video adverts, which can be aired on TV and social media sites. Use of more than one approach
to persuade, convince or make an individual purchase a product is called integrating marketing
strategies. In the digital era, firms that have integrated communication approaches have done
better and are likely to increase their customer base.

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Organization management at each company should purpose to tap from both offline and online
platforms. Diversifying the scope of the consumer market will help a firm gain a strategic
position in the market. It is important that a firm studies the consumer market and ascertain
operational aspects that can help in increase performance (Chartered Association of Business
Schools. 2020). An example of an aspect that can help consumers get attracted to products is use
of discounted prices for online users. Discounting is used as a promotional approach that helps
firms gain more traffic and increase its sales. Also, running promotional campaigns and
giveaways through social media is a form of integrated marketing. It is vital that firms purpose to
apply more than one approach in reaching out to the customer as a way of enhancing
effectiveness.

Marketing Mix Strategy

Some firms in the market have gained a competitive advantage by using a strategic marketing
approach to its operations. A marketing mix is the set of components used to pursue objectives in
the target market. According to the existing literature on marketing strategy, the 4Ps of
marketing make up a perfect mix for organizations to use in the industry. They include the
product itself, place where it will be sold, promotional approaches that will be used and price of
the products (Chartered Association of Business Schools. 2020). The product portfolio in the
market impacts performance to a large extent. It is vital that organizations purpose to produce
high quality products that meet consumer needs. Wrong products in the market or poor quality
will be detrimental to efforts of the company to grow within the consumer market. Research
indicates that firm performance is directly related to the products that individuals or
organizations are selling within the consumer market.

The place where the product will be sold is an important aspect in a product’s life cycle. Failure
to identify the right place where the product will be sold is a step towards a dying business. Place
where the product is sold should be given priority and companies are doing their best to enhance
convenience (Chartered Association of Business Schools. 2020). For instance, an individual can
sell products online or through offline retail shops. Having an established location here the
products can be found is more convenient to customers in any industry. as such, organizations

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that do not have the right location to sell products ar likely to fail while those with reputable
locations will do better.

Price of products that are selling in the consumer market marks a vital aspect that affects firm
performance directly. Selling cheaply will mean that the company might not make much profit
while selling expensively fends off customers. It is important that firms find the right pricing
strategy relative to competitor prices as a way of ensuring standardization. Providing quality
products at an affordable price is one approach that a firm can make towards success in the
market (Chartered Association of Business Schools. 2020). Most customers go for value and
lower prices in the market, which is why strategic pricing approach can help improve firm
performance in a significant manner. The marketing mix strategy recognizes pricing as one of
the most important tools that can spearhead success and progress in a company.

Promotional approaches employed by an organization are important in creating awareness and

increasing customer base. For instance, the digital era is filled with developments that can help
organizations reach out to more customers us of poor approaches that are outdated might hamper
efforts of the company to make an impact in the consumer market. According to existing
literature on promotions and firm performance, use of sophisticated strategies might yield more
fruits for an organization in the digital era (Chartered Association of Business Schools. 2020).
The promotional strategy helps gather more traffic that can otherwise end up purchasing the
products,. Competitions on social media and in the mainstream media can help companies reach
out to more customers. Research proves that investing in promotional approaches for a firm
helps organizations increase their customer coverage, hence improved performance.

Firm Performance

Firm performance is an assessment of how well an organization has done in the market or
industry that it operates. Performance in firms can be rated on the basis of finances or on
customer focused aspects. There are firms in the market that make profits even though their
products are not comparable to those of competitors. Financial indicators of performance in mot
firms include net profit, revenue growth, return on investment and financial performance
indicators are important aspects that show how the organization has done well in the market
(Chartered Association of Business Schools. 2020). However, a focus on the financial indicators

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of growth might put pressure on a company’s employees and resources. Financial indicators
might not provide the full picture of the company’s performance. The fact that a company
prioritizes profits might lead to reduced motivation among employees and compromised quality
of products.

Customer success indicators in the market are seen as the best approach that firms should use
assess performance. It is important to note that in the long-run firms need customer success
indicators than financial indicators. It is important that companies focus on meeting the needs of
individuals rather than selling of the products. Customer centered KPLs that are common include
Net Promoter Score, customer retention rate and conversion rate (Chartered Association of
Business Schools. 2020). It is vital that organizations use such metrics in measuring their
performance in the market. Failure of organizations to use the right metrics in assessing
performance might mislead the management. Organizations that use the customer success
indicators focus on improved quality of the products, use of strategic marketing approaches and
ensures a strong customer support service.

How Strategy Impacts Performance

It is important to examine existing literature on performance and marketing strategies used by

various organizations. There is a close correlation between firm performance and the
performance that is realized in any industry of operation. Marketing strategy communicates the
intention of the firm to the public with a view of persuading many to purchase the products. The
fact that effective marketing strategies create awareness of the existence of the products in the
market is advantageous to firms (Chartered Association of Business Schools. 2020). Firms that
have employed effective marketing strategies have done well in the market as compared to those
that employ poor and disorganized strategies. Strategic marketing activities help a company
know where there is a problem or gap in the market. in the event, the management of the
company can purpose to meet the need as a way of improving performance. As such, strategic
planning and marketing activities are carried out as a way of enhancing firm performance.

9
Strategy helps firms retain experienced employees as a way of maintaining performance. Hiring
of new staff is costly as one would need to subject them into training to acquire the required
skills. Most firms prefer retaining their experienced employees as a strategy to maintain quality
production and service provision. It is through strategic approaches such as improved employee
welfare that employees can choose to remain and work for a company (Chartered Association of
Business Schools. 2020). Failure of organizations to value employees might have a financial
implication as some will be forced to look for better workplaces. Appraising efforts of workers
and other stakeholders might help improve morale at work, which will impact firm performance
to a large extent. It is vital to note that employees who deliver and commit to activities deliver
better than demoralized and less organized teams. Marketing strategy is the backbone of any
company that wants to do well in the industry of operation.

Strategy impacts firm performance by improving the reputation of the company in public. It is
through proper marketing activities that the brand name of the company or product is known to
consumers. Strategic advertising on social media plays a critical role in informing the public of
existing items or services for sell. Wrong strategizing of activities might lead to tainting of the
company name within the industry. Each organization must adhere and observe the right code of
conduct, which will help build a good name in the market (Chartered Association of Business
Schools. 2020). Poor planning within a firm might attract loses as resources will be wasted on
less important matters. It is through the right strategy that firms commit to conduct research
about the consumer markets. In the event, some important discoveries are made, which help the
organization in devising strategic approaches to handling of operations. Strategy within a firm
has the most significant impact on performance, which is why management is always keen to
plan strategically.

Improving Firm Performance

There is a need for many firms in various industries to study on how to improve performance
within the consumer market. Research indicates that one of the most efficient strategies of
improving firm performance is use of integrated approaches to marketing. It is important to note
that people who apply a multifaceted approach towards communication have an upper-hand in
reaching out to customers. For instance, it is vital that organizations consider using social media

10
as a tool for advertorial tendencies (Chartered Association of Business Schools. 2020). The use
of influencers on social media helps gather traffic for a particular brand or company. Failure of
organizations to communicate effectively to their customers might be detrimental to efforts of
promoting firm performance. Managers in each department should advocate for an integrated
approach when communicating to employees as a way of ensuring convenience and efficiency.
Organizations with less efficient communication strategies have been on the receiving end of
experiencing the consequences. Enhancing communication strategies improves firm performance
to a large extent.

The second approach that can help improve firm performance is application of appropriate
leadership. It is through transformational leadership that allows people to practice creativity that
organizations can realize change. Some leadership approaches used have been the reason why
some firms in the market are displaying dismal results. Leadership should be inclusive and
motivational in a manner that makes subjects feel represented. Dictatorial leadership is a
constraint to having successful business activities in the industry. It is important that firms
subject top managers to training and developmental programs that can help improve their skills
at work (Chartered Association of Business Schools. 2020). Such activities can be organized
through workshops and other important programs that will see the company capture more market
share. Equally, employees within the firm should be subjected to programs that improve their
skills at work. With a skilled workforce, employees are prompted to remain working for the
company, which helps in improving the overall performance. It is through proper leadership that
organizations can have the ability to account for its activities and finances. As such, firm
performance is a product of good and able leadership at an organization.

Another approach that can help improve firm performance is handling employees in the right
manner. Most individuals within society work for money and rewarding employees with
appealing wages might be helpful in achieving the set objectives. Employees who are satisfied
always purpose to deliver their best towards organizational growth. Employees who are not well
paid are demoralized and always look elsewhere for other opportunities (Chartered Association
of Business Schools. 2020). Equally, providing facilities such as recreational facilities might
boost efforts to retain employees. Such aspects improve the way of life for an employee, which is
instrumental in boosting commitment to work Employee welfare is a sensitive matter that can

11
lead to poor performance, especially when issues affecting them are not addressed. Research
conducted before attaches much weight on employee satisfaction and firm performance.

Marketing management versus marketing strategy

The distinction between "strategic" and "managerial" marketing is used to distinguish "two
phases having different goals and based on different conceptual tools. Strategic marketing
concerns the choice of policies aiming at improving the competitive position of the firm, taking
account of challenges and opportunities proposed by the competitive environment. On the other
hand, managerial marketing is focused on the implementation of specific targets. Marketing
strategy is about "lofty visions translated into less lofty and practical goals is where we start to
get our hands dirty and make plans for things to happen." Marketing strategy is sometimes
called higher order planning because it sets out the broad direction and provides guidance and
structure for the marketing program.

A marketing strategy is a long-term plan for achieving a company's goals by understanding the
needs of customers and creating a distinct and sustainable competitive advantage. It encompasses
everything from determining who your customers are to deciding what channels you use to reach
those customers.

With a marketing strategy, you can define how your company positions itself in the marketplace,
the types of products you produce, the strategic partners you make, and the type of advertising
and promotion you undertake.

Having a marketing plan is essential to the success of any business. Read on to learn how to
create a successful marketing strategy for your company.

Key takeaways

• Marketing is more than just advertising and promotion – it's all about connecting with
the customer.
• A marketing strategy sets the direction for all your product and marketing-related
activities.
• Having a marketing strategy helps keep all your activities on track.

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 • Developing a marketing strategy involves setting goals, researching the market,
developing product plans, defining your marketing initiatives, and following the "7
P's."

Understanding marketing

Before we dive into the ins and outs of marketing strategy, you need to have a firm grasp of what
exactly marketing is – and what it isn't.

What is marketing?

Marketing is about connecting your company with potential customers and connecting those
customers with your products. It involves understanding customer needs, translating those needs
into products and services, packing and pricing those products and services, and then convincing
customers that they need to buy those products and services.

To put it simply, marketing is the entire cycle from identifying potential customers to satisfying
those customers' needs with the products you produce.

13
Marketing isn't just advertising, public relations or putting together a website or email campaign.
It's also about everything leading up to those activities to support both your customers and your
sales team. It, ideally, drives your entire business and determines what products you produce and
how you distribute them.

What is included in a marketing strategy?

In essence, a marketing strategy determines the general direction – but not the specific details –
for a variety of marketing-related activities. Ideally, your marketing strategy should help you
define the following for your company:

• Target audience

• Value proposition

• Product mix

• Brand messaging

• Promotional initiatives

• Content marketing

In the following video, marketing legend Philip Kotler shares his insights about marketing
strategy:

Why is having a marketing strategy important?

Creating – and following – a marketing strategy is essential to setting the direction not just for
your marketing-related activities but also for your entire business. Your marketing strategy helps
you stay in sync with your customer base, develop the right products for them and determine
how you communicate information about those products.

Without a defined strategy you won't know who your customers are, you won't develop the right
products, and you'll waste money promoting them.

14
In short, having a defined marketing plan makes you more successful. According to a
CoSchedule survey, companies who have a documented marketing strategy are 313% more
likely to be successful than those who don't.

How to create a successful marketing strategy

There are several steps you need to take to create a robust marketing strategy for your business.

Set definable business goals

Your company's vision and objectives are the driving factors behind your marketing strategy.
These overall objectives help determine your marketing goals, which your marketing strategy is
in service of.

Your marketing goals build on your company's goals. You might set a goal to achieve a specific
market share, dominate a particular channel or reach a certain percentage of a certain type of
consumer. Your goals should be reachable and measurable.

Identify and research the target market

The goals you set help you define the target market to pursue. This requires you to get familiar
with the customers in this market, which requires some degree of market research and analysis.
You need to determine the following about the target market and its customers:

• Market size and growth potential

• Market trends

• Competitors

• Geographic and demographic characteristics

• Customer behavior

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Focus on the 7 P's

As you develop your marketing strategy, you should focus on the traditional 7 P’s of marketing:

• Product – how you satisfy customer needs

• Price – how much customers are willing to pay for your product

• Promotion – which channels you use to tell customers about your product

• Place – where you sell your product

• People – individuals who help sell your product to customers

• Packaging – how you present your product to the customer

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• Process – how you deliver your product to customers

Develop product plans

Once you understand your target customers, you can determine what products best serve those
customers' needs. When you know what a customer wants, you can build the right product for
that customer.

Developing the product falls outside the parameters of the marketing department, of course, as
does producing the product. But marketing should have a prominent and vocal role in
determining the product's features, pricing and packaging, as determined by customer needs and
metrics.

Identify the key benefits

Savvy marketers know that new customers don't make decisions based on a new product's
features but rather on how that product benefits them. It's essential to identify the key benefits of
the products you develop – how that product best serves the customers' wants or needs.

Unsuccessful products often have attractive features but unless those features translate into
benefits, customers simply don't care. It's not a matter of "if you build it, they will come," it's a
matter of meeting your customers' needs.

Craft your positioning and messaging

Product positioning should build on a product's benefits and how the product meets the needs of
the target audience. You have to deeply understand what your customers value and then position
your product accordingly.

This follows through into all messaging surrounding the product. The product position may be
that it's the best for meeting a particular need – the messaging communicates that positioning in a
clear, concise and attention-getting fashion.

Define your marketing mix

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Finally, your marketing strategy should determine how you reach your target audience – what
channels and activities you include in your marketing mix. This can include traditional channels
like print, radio and television, as well as digital channels, social media and mobile apps.

Make Optimizely part of your marketing strategy

Optimizely's digital experience platform and cloud-based CMS solutions should be part of your
company's marketing strategy. Optimizely's online solutions help you better manage your digital
assets, optimize the customer experience, and enhance your company's ecommerce efforts,
improving the effectiveness of your evolving marketing strategy.

Importance of having a Marketing Strategy in your business

Choosing a suitable marketing strategies for the company will bring great advantages such as:

• Increased sales
• Creating sustainable growth for the company
• Understanding what your customers want
• You will meet the needs and exceed the expectations of the customers
• You will strengthen the relationship with the target market
• You will build the brand in the consumer’s mind

Marketing Strategies vs. Marketing Plan

In order to formulate strategies, it is necessary to have the marketing objectives in mind, since
strategies must be implemented to achieve these objectives; but also the consumers that make up
the target market, the competition, the resources and capabilities of the company.

It is important that before identifying and formulating the strategies, the difference between the
marketing strategy and the marketing plan must be considered, since it can generate confusion
about these two concepts that go hand in hand but are focused differently,

18
Marketing Strategy

Is the explanation of the objectives to be achieved with a company’s marketing efforts (what).
These strategies are determined by the company’s objectives. Goals and strategy must go hand in
hand.

The strategies must allow needs, desires, problem solving or take advantage of habits and
customs that the target audience has.

Marketing Plan

This is how you’re going to achieve those marketing goals (how). It is the map that will guide
you from one point to another of the desired situation (objectives).

Example

Objective: To achieve a higher market share.

Marketing Strategy: Enter a new market segment.

Market Plan: Develop a marketing campaign that reaches, identifies and focuses on the specific
segment.

Marketing Strategy -> Marketing Plan-> Implementation = Successful Marketing Strategy

How to develop an effective marketing strategy?

For an effective marketing strategy it is necessary to know your competition and know that what
you offer to your clients has the added value that the competition does not have (FAB
ANALYSIS- features, advantages and benefits).

After this define your target market in a demographic and psychographic way, this will help to
know why they need to buy products / services from you.

19
There are several ways to make marketing strategies effective, so it is necessary to focus on the
most important communication channels (traditional and virtual media) and to be able to carry
out the strategies with a successful follow-up of the implementation of the strategies.

Establish the objectives and the process:

Analyse the position in the market: identify the target audience, the competition and what is
happening in the company. In addition, define which are the strong aspects and those that you
should optimize

Establish goals: create achievable brand and sales objectives and determine the time frame to
reach them

Design the tactics: after you examine the landscape, create the lines of action based on the
strategies you know

Implement controls: define how you will measure goal achievement and how you expect
performance to gradually improv

Diversity of Strategies

Marketing strategies may differ depending on the unique situation of the individual business.
However, there are a number of ways of categorizing some generic strategies. A brief description
of the most common categorizing schemes is presented below:

Strategies based on market dominance - In this scheme, firms are classified based on their
market share or dominance of an industry. Typically there are four types of market dominance
strategies:

 Leader

 Challenger

 Follower

20
 Nicher

According to Shaw, Eric (2012). "Marketing Strategy: From the Origin of the Concept to the
Development of a Conceptual Framework". Journal of Historical Research in Marketing., there is
a framework for marketing strategies.

 Market introduction strategies

"At introduction, the marketing strategist has two principle strategies to choose from: penetration
or niche" (47).

 Market growth strategies

"In the early growth stage, the marketing manager may choose from two additional strategic
alternatives: segment expansion (Smith, Ansoff) or brand expansion (Borden, Ansoff, Kerin and
Peterson, 1978)" (48).

 Market maturity strategies

"In maturity, sales growth slows, stabilizes and starts to decline. In early maturity, it is common
to employ a maintenance strategy (BCG), where the firm maintains or holds a stable marketing
mix" (48).

 Market decline strategies

At some point the decline in sales approaches and then begins to exceed costs. And not just
accounting costs, there are hidden costs as well; as Kotler (1965, p. 109) observed: 'No financial
accounting can adequately convey all the hidden costs.' At some point, with declining sales and
rising costs, a harvesting strategy becomes unprofitable and a divesting strategy necessary" (49).

Early marketing strategy concepts

 Borden's "marketing mix"

"In his classic Harvard Business Review (HBR) article of the marketing mix, Borden (1964)
credits James Culliton in 1948 with describing the marketing executive as a 'decider' and a 'mixer

21
of ingredients.' This led Borden, in the early 1950s, to the insight that what this mixer of
ingredients was deciding upon was a 'marketing mix'".

 Smith's "differentiation and segmentation strategies"

"In product differentiation, according to Smith (1956, p. 5), a firm tries 'bending the will of
demand to the will of supply.' That is, distinguishing or differentiating some aspect(s) of its
marketing mix from those of competitors, in a mass market or large segment, where customer
preferences are relatively homogeneous (or heterogeneity is ignored, Hunt, 2011, p. 80), in an
attempt to shift its aggregate demand curve to the left (greater quantity sold for a given price)
and make it more inelastic (less amenable to substitutes). With segmentation, a firm recognizes
that it faces multiple demand curves, because customer preferences are heterogeneous, and
focuses on serving one or more specific target segments within the overall market" (35).

 Dean's "skimming and penetration strategies"

"With skimming, a firm introduces a product with a high price and after milking the least price
sensitive segment, gradually reduces price, in a stepwise fashion, tapping effective demand at
each price level. With penetration pricing a firm continues its initial low price from introduction
to rapidly capture sales and market share, but with lower profit margins than skimming".

 Forrester's "product life cycle (PLC)"

"The PLC does not offer marketing strategies, per se; rather it provides an overarching
framework from which to choose among various strategic alternatives".

Corporate strategy concepts

 Andrews' "SWOT analysis"

"Although widely used in marketing strategy , SWOT (also known as TOWS) Analysis
originated in corporate strategy. The SWOT concept, if not the acronym, is the work of Kenneth
R. Andrews who is credited with writing the text portion of the classic: Business Policy: Text
and Cases (Learned et al., 1965)" (41).

22
 Ansoff's "growth strategies"

"The most well-known, and least often attributed, aspect of Igor Ansoff's Growth Strategies in
the marketing literature is the term 'product-market.' The product-market concept results from
Ansoff juxtaposing new and existing products with new and existing markets in a two by two
matrix" (41-42).

Porter's "generic strategies"

Porter generic strategies – strategy on the dimensions of strategic scope and strategic strength.
Strategic scope refers to the market penetration while strategic strength refers to the firm's
sustainable competitive advantage. The generic strategy framework (porter 1984) comprises two
alternatives each with two alternative scopes. These are Differentiation andlow-cost
leadership each with a dimension of Focus-broad or narrow.

 Product differentiation

 Cost leadership

 Market segmentation

Innovation strategies

Innovation strategies deal with the firm's rate of the new product development and business
model innovation. It asks whether the company is on the cutting edge of technology and business
innovation. There are three types:

 Pioneers

 Close followers

 Late followers

Growth strategies

In this scheme we ask the question, "How should the firm grow?". There are a number of
different ways of answering that question, but the most common gives four answers:

23
 Horizontal integration

 Vertical integration

 Diversification

 Intensification

These ways of growth are termed as organic growth. Horizontal growth is whereby a firm grows
towards acquiring other businesses that are in the same line of business for example a clothing
retail outlet acquiring a food outlet. The two are in the retail establishments and their integration
lead to expansion. Vertical integration can be forward or backward. Forward integration is
whereby a firm grows towards its customers for example a food manufacturing firm acquiring a
food outlet. Backward integration is whereby a firm grows towards its source of supply for
example a food outlet acquiring a food manufacturing outlet.

Raymond Miles' Strategy Categories

In 2003, Raymond Miles proposed a more detailed scheme using the categories:Miles, Raymond
(2003). Organizational Strategy, Structure, and Process. Stanford: Stanford University
Press. ISBN 0-8047-4840-3.

 Prospector

 Analyzer

 Defender

 Reactor

 Marketing warfare strategies – This scheme draws parallels between marketing strategies
and military strategies.

BCG's "growth-share portfolio matrix" "Based on his work with experience curves (that also
provides the rationale for Porter's low cost leadership strategy), the growth-share matrix was
originally created by Bruce D. Henderson, CEO of the Boston Consulting Group (BCG) in 1968

24
(according to BCG history). Throughout the 1970s, Henderson expanded upon the concept in a
series of short (one to three page) articles in the BCG newsletter titled Perspectives (Henderson,
1970, 1972, 1973, 1976a, b). Tremendously popular among large multi-product firms, the BCG
portfolio matrix was popularized in the marketing literature by Day (1977)" (45).

Strategic models

Marketing participants often employ strategic models and tools to analyze marketing decisions.
When beginning a strategic analysis, the 3C's model can be employed to get a broad
understanding of the strategic environment. An Ansoff Matrix is also often used to convey an
organization's strategic positioning of their marketing mix. The 4Ps can then be utilized to form a
marketing plan to pursue a defined strategy. Marketing Mix Modeling is often used to simulate
different strategic flexing go the 4Ps. Customer lifetime value models can help simulate long-
term effects of changing the 4Ps, e.g.; visualize the multi-year impact on acquisition, churn rate,
and profitability of changes to pricing. However, 4Ps have been expanded to 7 or 8Ps to address
the different nature of services.

There are many companies, especially those in the consumer package goods (CPG) market, that
adopt the theory of running their business centered around consumer, shopper and retailer needs.
Their marketing departments spend quality time looking for "growth opportunities" in their
categories by identifying relevant insights (both mindsets and behaviors) on their target
consumers, shoppers and retail partners. These growth opportunities emerge from changes in
market trends, segment dynamics changing and also internal brand or operational business
challenges. The marketing team can then prioritize these growth opportunities and begin to
develop strategies to exploit the opportunities that could include new or adapted products,
services as well as changes to the 7Ps.

Real-life marketing

Real-life marketing primarily revolves around the application of a great deal of common-sense;
dealing with a limited number of factors, in an environment of imperfect information and limited
resources complicated by uncertainty and tight timescales. Use of classical marketing techniques,
in these circumstances, is inevitably partial and uneven.

25
Thus, for example, many new products will emerge from irrational processes and the rational
development process may be used (if at all) to screen out the worst non-runners. The design of
the advertising, and the packaging, will be the output of the creative minds employed; which
management will then screen, often by 'gut-reaction', to ensure that it is reasonable.

For most of their time, marketing managers use intuition and experience to analyze and handle
the complex, and unique, situations being faced; without easy reference to theory. This will often
be 'flying by the seat of the pants', or 'gut-reaction'; where the overall strategy, coupled with the
knowledge of the customer which has been absorbed almost by a process of osmosis, will
determine the quality of the marketing employed. This, almost instinctive management, is what
is sometimes called 'coarse marketing'; to distinguish it from the refined, aesthetically pleasing,
form favored by the theorists.

An organization's strategy combines all of its marketing goals into one comprehensive plan. A
good marketing strategy should be drawn from market research and focus on the right product
mix in order to achieve the maximum profit potential and sustain the business. The marketing
strategy is the foundation of a marketing plan.

Marketing planning

A marketing plan may be part of an overall business plan. Solid marketing strategy is the
foundation of a well-written marketing plan. While a marketing plan contains a list of actions, a
marketing plan without a sound strategic foundation is of little use.

The marketing planning Definition and example

A marketing plan is a comprehensive blueprint which outlines an organization's overall

marketing efforts. A marketing process can be realized by the marketing mix, which is outlined
in step 4. The last step in the process is the marketing controlling.

The marketing plan can function from two points: strategy and tactics (P. Kotler, K.L. Keller). In
most organizations, "strategic planning" is an annual process, typically covering just the year
ahead. Occasionally, a few organizations may look at a practical plan which stretches three or
more years ahead.

26
Marketing planning aims and objectives

Behind the corporate objectives, which in themselves offer the main context for the marketing
plan, will lie the "corporate mission," in turn provides the context for these corporate objectives.
In a sales-oriented organization, the marketing planning function designs incentive pay plans to
not only motivate and reward frontline staff fairly but also to align marketing activities with
corporate mission. The marketing plan basically aims to make the business provide the solution
with the awareness with the expected customers.

This "corporate mission" can be thought of as a definition of what the organization is, or what it
does: "Our business is ...". This definition should not be too narrow, or it will constrict the
development of the organization; a too rigorous concentration on the view that "We are in the
business of making meat-scales," as IBM was during the early 1900s, might have limited its
subsequent development into other areas. On the other hand, it should not be too wide or it will
become meaningless; "We want to make a profit" is not too helpful in developing specific plans.

Abell suggested that the definition should cover three dimensions: "customer groups" to be
served, "customer needs" to be served, and "technologies" to be used. [1] Thus, the definition of
IBM's "corporate mission" in the 1940s might well have been: "We are in the business of
handling accounting information [customer need] for the larger US organizations [customer
group] by means of punched cards [technology]."

Perhaps the most important factor in successful marketing is the "corporate vision." Surprisingly,
it is largely neglected by marketing textbooks, although not by the popular exponents of
corporate strategy — indeed, it was perhaps the main theme of the book by Peters and
Waterman, in the form of their "Superordinate Goals." "In Search of Excellence" said: "Nothing
[2]
drives progress like the imagination. The idea precedes the deed." If the organization in
general, and its chief executive in particular, has a strong vision of where its future lies, then
there is a good chance that the organization will achieve a strong position in its markets (and
attain that future). This will be not least because its strategies will be consistent and will be
supported by its staff at all levels. In this context, all of IBM's marketing activities were
underpinned by its philosophy of "customer service," a vision originally promoted by the

27
charismatic Watson dynasty. The emphasis at this stage is on obtaining a complete and accurate
picture.

A "traditional" — albeit product-based — format for a "brand reference book" (or, indeed, a
"marketing facts book") was suggested by Godley more than three decades ago:

1. Financial data—Facts for this section will come from management accounting, costing
and finance sections.

2. Product data—From production, research and development.

3. Sales and distribution data — Sales, packaging, distribution sections.

4. Advertising, sales promotion, merchandising data — Information from these

departments.

5. Market data and miscellany — From market research, who would in most cases act as a
source for this information. His sources of data, however, assume the resources of a very
large organization. In most organizations they would be obtained from a much smaller
set of people (and not a few of them would be generated by the marketing manager
alone).

It is apparent that a marketing audit can be a complex process, but the aim is simple: "it is only to
identify those existing (external and internal) factors which will have a significant impact on the
future plans of the company." It is clear that the basic material to be input to the marketing audit
should be comprehensive.
Accordingly, the best approach is to accumulate this material continuously, as and when it
becomes available; since this avoids the otherwise heavy workload involved in collecting it as
part of the regular, typically annual, planning process itself — when time is usually at a
premium.
Even so, the first task of this annual process should be to check that the material held in the
current facts book or facts filesactually is comprehensive and accurate, and can form a sound
basis for the marketing audit itself.

28
 COMPANY PROFILE

Agile Capital Services is the choice of many reputed Multinational Organizations and businesses
because of its commitment to deliver best results. ACS pride itself with the reputation of being
the trusted and reliable talent acquisition partner as well as providing expert guidance towards
achieving financial independence to its clients.

We are having experts who are providing consultancy services regarding financial and
investment sector to individual so that they can secure financial future of themselves and their
family. Providing the professional and expert advice in wealth maximization, career planning
and bridging the gap between the job seeker and talent seeker. Our experts provide financial
advice in the simplest way possible because we believe in managing wealth in less complicated
way

Agile Capital Services Is One Of India's Emerging Consulting Firm. At Agile Capital, We
Provide Wealth Management Services To High And Ultra High-Net-Worth Individuals (Hnis &
Uhnis).

Our highly trained and specialized team engage with clients from across the country as well as
those based abroad. in addition to our custom-designed solutions, we focus on 'un complicating'
the entire process of investment for each client. our focus on building long-term relationships
defines our business. our advisory backed by a strong product and research team, underscores the
unmatched value of the ACS proposition.

29
ACS is the one stop solution provider for all your financial needs. Our objective is to serve the
customers with the best solution to direct their finances in the most profitable way. Financial
Planning is a dynamic process and financial goals may evolve over the years due to changes in
lifestyle. ACS is an independent financial services firm committed to help you in improving your
long- term financial success. We provide specialized advisory services to cater the Investment
Management needs of affluent clients. Our principle is to deliver high returns to our clients
through our network with government sector banks in India. We believe that when it comes to
Investment Portfolios, there's no such thing as 'one size fits all'. We also bring job seekers and
Employers together through our Recruitment Services.

At AGILE CAPITAL, we cater to financial needs of individual and corporate clients.

Our Vision

Our vision is to significantly increase the wealth of our clients by providing best financial
services as well as most valuable recruitment service provider.

Our Mission

We thrive to provide best and simplest wealth management advice through honest financial
solutions as well as inspire the candidates to explore job opportunities across various industrial
sector.

Our Identity

Our professionals and experts working around the clock to provide best HR and financial
solutions to our clients and organizations in order to give them edge over their competitor. We
are committed to provide best opportunities for the job seekers.

Mutual Funds

A mutual fund is a type of investment vehicle consisting of a portfolio of stocks, bonds, or other
securities. Mutual funds give small or individual investors access to diversified, professionally
managed portfolios at a low price. Mutual funds are divided into several kinds of categories,
representing the kinds of securities they invest in, their investment objectives, and the type of

30
returns they seek. The overwhelming majority of money in employer-sponsored retirement plans
goes into mutual funds.

- Equity Fund

Stock funds that can be managed actively or passively. Are the riskiest class of mutual funds, and
hence, they have the potential to provide higher returns than debt and hybrid funds.

- Money-Market Fund

A kind of mutual fund that invests in highly liquid, near-term instruments.

Services

Consulting Services

“As a niche specialist financial services consulting firm we have very deep and broad expertise
and only employee consultants who share the same credentials.”

We gaining importance as world economic engine and with the introduction of the idea of
International Business, each business in each country is making an attempt to induce connected
with one additional despite of the regional variations? We strongly believe that ACS brings a
unique insight into industry trends and challenges. This is based on the experiences of its
consultants and associates who have held senior roles within wealth management, investment
management, investment operations, software vendors and service providers.

Portfolio Services

“The process of managing individual’s investments so that they maximise their earnings within a
given time horizon.”

It is important for an individual to diversify his investment portfolio as to reduce risk and to gain
maximum returns. So we, hereby, provide assistance in diversifying your investments. It is
important for an individual to diversify his investment portfolio as to reduce risk and to gain
maximum returns. So we, hereby, provide assistance in diversifying your investments.

31
Recruitment Services

“Nothing is more important than hiring and developing people, as acquiring the right talent is the
most important key for the growth of any Organization.”

Strategies are developed according to the requirements and necessities of our clients Customized
strategies are made after careful study and observation of organization's culture and its future
goals. An effective recruitment and selection policy not only fulfill the requirements of a job but
also ensures that an organization will continue to maintain its commitment to providing equal
opportunity to employees. Here you will have a setup of well-organized regional consultants who
will provide you the pathway towards seamless recruitment services starting from identifying
your potential employee to choosing right selection process.

Taxation Services

“Taxation presents arguably the most dynamic and complex challenge in the context of financial
planning.”

Ever changing legislation and rules are matched only by the new methods devised to make the
discharging of tax liabilities as efficient as possible. When it comes to tax planning and strategy,
every case is unique. Our approach remains versatile with an awareness that individual issues
must be dealt with on their own merits but with the overall, long-term considerations always in
mind. To help fund public works and services and to build and maintain the infrastructures used
in a country, the government usually taxes its individual and corporate residents.

Financial Analysis

"Analysis of financial statements refers to the method of determining the significant operating
and financial characteristics from the accounting data with a view to getting an insight into the
activities of an enterprise."

While the analysis implies generalization of the data by logical arrangement of information given
in the financial statement. However, analysis is blind without interpretation, and interpretation
becomes difficult without analysis. Interpretation means elaborating the meaning and
significance of the data so simplified. So analysis and interpretation means attempt to determine
32
the significance and meaning of the financial statement data so that a judgment may be made of
the prospects for future earnings, ability to pay interest, debt maturities, both current as well as
long term, and profitability of sound dividend policy.

Internship Program

We provide domestic and international level internship program. We have a team of experienced
educational and training professionals who can provide service and solutions to the clients.
Exposure to the interns are mixed specialization which is human resource and marketing which
will result in the implication of their theoretical knowledge into the corporate world. In this
training process special emphasis is given to the communication and presentation skills

Professional Skill Development

To grow with the rapidly changing environment an organization needs to focus on the skills that
their workforce has so, it is important to attend the Skill Development Programs as it helps in
facing the challenges. People being the major differentiator amongst companies in competition
therefore to have edge over your adversary it is crucial that your workforce possesses the
required skills. If an organization and individual want to achieve success in their corporate or
professional careers, then they have to work on the Skill Development. Our Professional Skill
Development programs are developed with a purpose of enhancing employability and
performance of individuals that can further support them in their career development.

Real Estate

Real estate can be simply defined as the land along with any permanent developments attached
to the land, whether natural or man-made—including water, trees, minerals, buildings, homes,
and bridges. Real estate is a form of real property. In addition to having real value that investors
can touch, feel and understand, real estate can be an excellent diversification tool for investors. If
you pay the right amount for your property, there's potential to reap steady, long-term returns as
a landlord. Portfolios containing real estate tend to outperform those without real estate over the
long haul. Investing in real estate can also offer reduced risk because the real estate market is not
closely correlated with stock or bond markets.

33
Real estate generally breaks down into three categories:

 Residential
 Commercial
 Industrial
 Smart Invesments

Concept of Investment is defined as “Sacrificing something now for the prospect of gaining
something later.”

At ACS, we cater a lot of Smart Investment options for our Clients.

Insurance

Insurance is a form of risk management in which the insured transfer the cost of potential loss to
the other entity in exchange of monetary compensation known as premium. It is an arrangement
by which a company or a state provides a guarantee of compensation of specified loss, damage,
illness or death in return for payment of a specified premium. Insurance helps to remove worries
provides tax benefits and most importantly affordable to almost everyone.

Smart Invesments

Concept of Investment is defined as “Sacrificing something now for the prospect of gaining
something later.”

At ACS, we cater a lot of Smart Investment options for our Clients

Gold

Gold has endured centuries as a mark of wealth and the benefits of gold begins with its
simplicity. Indians love gold and that is no secret. But if we put that number into number it is
unbelievable. According to some estimates, India has a stock of about 23,000-24,000 ton of gold
which is mostly held by households. In value terms, based on the 2015 average price, it was
worth $800 billion.

34
It is indestructible, relatively scarce and cannot be manufactured. It is best and refreshing
alternative to the complex investment products in the headlines today and is easy to both buy and
sell in fact gold is so simple that it is in today’s world use as global currency, that can be traded
everywhere worldwide.

Smart Invesments

Concept of Investment is defined as “Sacrificing something now for the prospect of gaining
something later.”

At ACS, we cater a lot of Smart Investment options for our Clients.

Stock Market

The stock market refers to the collection of markets and exchanges where regular activities of
buying, selling, and issuance of shares of publicly-held companies take place. Such financial
activities are conducted through institutionalized formal exchanges or over-the-counter (OTC)
marketplaces which operate under a defined set of regulations. There can be multiple stock
trading venues in a country or a region which allow transactions in stocks and other forms of
securities. Investment in stock market is nothing short of gamble, especially if you consider the
volatile difficulties during the trading. It is the place where people buy and sell shares and during
the transaction, profit gain or even lose some amount depending upon the rate of that stock on a
particular day.

When you look closely to the Indian stock market you will find that there are only two types of
investors, including those who are aware of the Indian based investment opportunities and the
ones who aren’t aware. India has a market which is beginning to grow or increase rapidly
growing just like all of the other markets throughout the world, but not everyone knows what
they need to know about it. If you invest in the right business in the right time there is chance
that your investment will increase many folds.

Smart Invesments

Concept of Investment is defined as “Sacrificing something now for the prospect of gaining
something later.”
35
At ACS, we cater a lot of Smart Investment options for our Clients.

Mutual Funds

A mutual fund is a type of investment vehicle consisting of a portfolio of stocks, bonds, or other
securities. Mutual funds give small or individual investors access to diversified, professionally
managed portfolios at a low price. Mutual funds are divided into several kinds of categories,
representing the kinds of securities they invest in, their investment objectives, and the type of
returns they seek. The overwhelming majority of money in employer-sponsored retirement plans
goes into mutual funds.

- Equity Fund

Stock funds that can be managed actively or passively. Are the riskiest class of mutual funds, and
hence, they have the potential to provide higher returns than debt and hybrid funds.

- Money-Market Fund

A kind of mutual fund that invests in highly liquid, near-term instruments.

Smart Invesments

Concept of Investment is defined as “Sacrificing something now for the prospect of gaining
something later.”

At ACS, we cater a lot of Smart Investment options for our Clients.

Fixed-Income Invest

Aim to generate returns by investing in bonds and other fixed-income securities which means
that these funds buy the bonds and earn interest income on the investments.

- Debit Equity Mutual Fund

Under these plans one put resources into obligation securities.

36
- Hybrid Mutual Fund

Under this plans one put resources into a blend of value and obligation, and a financial specialist
must pick a plan dependent on his hazard desire.

- Solution Oriented

These plans are formulated for specific arrangements or objectives like retirement and
youngster's instruction. These plans have a compulsory lock-in time of 5 years.

Smart Invesments

Concept of Investment is defined as “Sacrificing something now for the prospect of gaining
something later.”

At ACS, we cater a lot of Smart Investment options for our Clients.

ABOUT ORGANIZATION

An organization, or organisation (Commonwealth English; see spelling differences), is an

entity—such as a company, an institution, or an association—comprising one or more people and
having a particular purpose. The word is derived from the Greek word organon, which means
tool or instrument, musical instrument, and organ.

We now know that organisation is one of the major functions of management. In layman terms,
one can look at organising as an activity to eliminate chaos and introduce a systematic
functioning in the enterprise. But by organisation definition, the organisation helps in
establishing authorities, dividing workloads, assigning responsibilities, grouping tasks and
allocating resources.

Human beings cannot live in isolation. They are unable to fulfill their needs and desires alone,
because any one individual lacks the strength, ability, time and potential. He has to get the
cooperation of other persons in achieving his goals. In simple words, organisation is viewed as a
group of persons formed to seek certain goals. Organisation is not a new and modern invention
or phenomenon.

37
Ever since the dawn of civilization, people have always formed organisations to combine their
efforts for the accomplishments of their common goals. For example, the Emperors of China
used organisations a thousand years ago to construct great irrigation systems. The first Pope
created a universal church to serve a world religion. The greatest example is the construction of
great pyramids by the early Egyptians.

The completion of one pyramid required 1, 00,000 men working twenty years. To plan for and
organize 1, 00,000 men over a period of twenty years in itself was a monumental task, keeping
aside the complex end products. Modern society however has more organisation than ever
before.

It consists of large and complex organisations dominating every sphere of human activity in
almost all countries of the world, irrespective of cultural, racial, ideological and other
differences. Organisations affect the quality of human life in the modern society. The study of
organisations is, thus, very essential for understanding the behaviour of human beings.

Organisations may be studied from two perspectives viz. micro and macro. In micro perspective,
the focus of study is on the individual human being. It concerns itself with each individual’s
psychological makeup, his interaction with other individuals and groups, variables that determine
how a person is likely to react in a given situation etc. The micro view also concerns itself with
how an individual learns, what motivates him, and what kind of leadership strategies might
produce the behaviour the leader wants. This micro view of individuals in organisations is
recognized as a discipline called Organisational Behaviour.

The macro view considers organisation as the unit of analysis in place of an individual. It is
concerned with organisational goals, organisational structure, technologies used in organisation
and how organisation interacts with the environment. The macro perspective is recognized as a
discipline called Organisational Theory. Both these aspects taken together present a complete
picture of organisational study. Organisation theorist studies collection of people called
organisation whereas organisation behaviorist studies people as members of an organisation.

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Concept of Organisation:

It is very difficult to define the term organisation precisely because the use of the term
organisation is not standardized. It is not static. It is dynamic and ever changing as per the needs
of society, its members, business objectives and environmental changes. Organisation has been
defined in different ways by different theorists, because different theorists have emphasized
different characteristics of organisation.

This is of utter importance because once the plans have been laid there is a need to allocate
resources, divide tasks, workforce, ensure optimal utilisation of resources etc. so that the
objectives are fulfilled. Further, it facilitates the collective working of the various members of
the enterprise in an ordered manner.

Also, organisation involves defining various roles that need to be filled by suitable employees
and establishing relationships between these defined goals to eliminate ambiguities in
performance. In turn, this groups the activities clarifies the amount of power and authority in the
hands of different employees and clarifies the responsibility for various activities within the
enterprise.

In a nutshell, an organisation can be defined as a process that defines the resources as well as
allocate them, coordinates human efforts and integrates both in order to achieve the defined
goals.

Browse more Topics under Organising

• Types of Organisation

• Organisation Structure

• Delegation

• Decentralisation

Steps in the Process of Organisation

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So we can broadly list the steps in the process of organisation as follows:

Identification and Division of work

The organisational work commences with an identification of the extent and the amount of work
that needs to be done and dividing this into manageable activities. The idea behind this is to
eliminate duplication and share the burden of work.

Departmentalisation

Now as the work has been redefined as a number of manageable activities, the next step is to group
activities according to a predefined basis. This basis decided what activities are similar to each
other. All the similar activities are assigned to a particular department. All in all, a number of
departments are defined that are concerned with their own set of activities.

40
Assignment of Duties

The next step involves the distribution of work among the employees in organisations. The
responsibility of looking after the functioning of each department is given to an individual. Further,
jobs are allocated to employees.

It is important to realize that this assignment of jobs should be done in such a manner that the
employees most suited for a particular type of job ultimately perform it. This ensures, a proper
match between the ability and the type of job of the employee and subsequently effective overall
performance.

Establishing Reporting Relationships

The final step is concerned with erecting a hierarchical structure and effecting communication
among the diverse departments. This is done by establishing relationships. Effectively this means
that every employee should be made aware of whom he has to take orders from and prove his
accountability.

Organisation

Importance of Organisation

Organisation brings adaptability to the table for any enterprise. It helps in a smooth transition in
accordance with the dynamic business environment. To point out, this is achieved by facilitating
growth and survival. The importance of organisation is highlighted as follows;

Benefits of Specialisation

Organisation assigns work in a systematic manner to the diverse employees within an

organisation. It ensures that suitable work is handed out repetitively to an employee who is a
good performer in his field. An employee working regularly in a specific area gains invaluable
experience in the long run. Consequently, this leads to specialisation.

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Clarity in Working Relationships

As discussed before, organisation induces accountability by defining relationships among the

employees within an enterprise. This is done by defining whom an employee is accountable to.
In effect, it provides an ordered flow of information and instructions. Furthermore, this also
helps in clarification of the extent of authority, responsibility and provides for a hierarchy.

Optimum Utilisation of Resources

Organisation helps in optimum utilisation of financial and human resources. It not only aids in
the proper assignment of jobs to suitable employees but also keeps track that there is no waste of
resources and efforts due to duplication of work.

Effective Administration & Governance

Another important feature of organising is that it ensures that the jobs are clearly defined within
an enterprise such that there is no duplication and wastage. Coupled with, facilitating the
clarification of work relationships, it promises effective administration.'

Development of Personnel

Assignment of jobs to suitable personnel is an important step for the organisation. This
delegation of jobs helps in the induction of creativity in managers. This happens because, with
the help of delegation, a manager not only looks to reduce the workload but also discover new
ways of getting the tasks done.

Further, this gives them the tie to explore areas for growth of the company. From the employee’s
perspective, it generates experience and prepares him to face new challenges which effectively
helps him to realise his full potential.

Growth and Expansion

Organisation ensures that the enterprise undertakes new challenges. As a result, the company
grows and diversifies.

A Solved Example for You

42
Q: Organisation allows a firm to adapt to change. True or false?

Ans: This statement is True. As an organisational structure is built in an enterprise, it equips the
enterprise with adaptability. This is because, with changes in the dynamic environment,
organisation provides for redefining of roles and revision of inter-relationships. As can be seen, it
provides stability to the enterprise, so that it can continue to grow and survive in spite of the
changes.

Types

There are a variety of legal types of organizations, including corporations, governments, non-
governmental organizations, political organizations, international organizations, armed forces,
charities, not-for-profit corporations, partnerships, cooperatives, and educational institutions etc.

A hybrid organization is a body that operates in both the public sector and the private sector
simultaneously, fulfilling public duties and developing commercial market activities.

43
A voluntary association is an organization consisting of volunteers. Such organizations may be
able to operate without legal formalities, depending on jurisdiction, including informal clubs or
coordinating bodies with a goal in mind which they may express in the form of an manifesto,
mission statement, or in an informal manner reflected in what they do because remember every
action done by an organization both legal and illegal reflects a goal in mind.

Organizations may also operate secretly or illegally in the case of secret societies, criminal
organizations and resistance movements. And in some cases may have obstacles from other
organizations (ex: MLK's organization).

What makes an organization recognized by the government is either filling out Incorporation
(business) or recognition in the form of either societal pressure (ex: Advocacy group), causing
concerns (ex: Resistance movement) or being considered the spokesperson of a group of people
subject to negotiation (ex: the Polisario Front being recognized as the sole representative of the
Sahawri people and forming a partially recognized state.)

Compare the concept of social groups, which may include non-organizations.

Organizations and institutions can be synonymous, but Jack Knight writes that organizations are
a narrow version of institutions or represent a cluster of institutions; the two are distinct in the
sense that organizations contain internal institutions (that govern interactions between the
members of the organizations)

ORGANIZATIONAL CHART

Example of a functional hybrid organizational chart

An organizational chart, also called organigram, organogram, or organizational breakdown

structure (OBS) is a diagram that shows the structure of an organization and the relationships and
relative ranks of its parts and positions/jobs. The term is also used for similar diagrams, for
example ones showing the different elements of a field of knowledge or a group of languages.

44
AIMS AND OBJECTIVE

Many marketing efforts have nothing to do with advertising, public relations and promotions,
instead focusing on research and strategic planning. Limiting your marketing aims and objectives
to consumer communications won’t help you maximize your sales efforts. For that reason, a
comprehensive marketing plan should be part of every small-business owner’s annual to-do list.

Product Development

Marketing aims to ensure you deliver the optimal product or service into the marketplace at the
right price. This requires you to analyze your competition; develop a profile of your target
customer; look at where you’re selling; create an image for your company, product or service;
and determine the price levels that will give you the best combination of sales volume and gross
profits.

45
Brand Management

Many marketers tout the benefits of their product or service rather than simply promoting the
features of what they're selling. The goal is to convince consumers they have a need or problem
your product helps solve. By creating an image in the marketplace that you are reliable,
affordable, healthy or upscale, you attract consumers looking for your benefit and create
customer affinity and loyalty. Branding campaigns use communications to send this message,
and they reinforce that brand image through pricing and distribution channels.

Repeat Sales

Sometime after the launch of a company or product, many marketers shift their objective from
announcing the new product and educating the marketplace to generating repeat businesses. If
you have to spend marketing dollars to get each customer to walk through your door, you might
go out of business. Generate repeat business through social media efforts, a newsletter, a content-
rich website, in-store sales, discounts and promotions and loyalty programs. Loyalty programs
include offering a free product after a specified number of purchases or starting a buyer’s club
that offers frequent shoppers regular discounts. Adding a customer service representative to field
customer questions and complaints is part of a marketing effort.

Barrier to Entry

Some businesses use marketing to make it more difficult for competitors to enter the
marketplace. You can do this by developing alliances with organizations and setting low prices.
For example, your magazine might become the official publication of a trade association, or you
might negotiate official product status with an association, getting exclusive access to the
association’s membership list. New businesses have to pay off startup costs during their first year
or longer and typically have lower sales volumes as they enter a market. By keeping the price of
your product or service low, you can prevent new companies from making a profit fast enough to
survive their challenge to your market dominance.

 Many research studies have been conducted in investments and savings habits of
individuals and their preference for investment products based on the risk, return and
demographic attributes.

46
  A large body of literature is available for other states. There is a requirement to know
about the investors and their behavior in Lucknow.
 This study not only examines the impact of demographic factors towards investment
pattern but also examine the significant difference between investment objectives and
investors behavior with the respective investment pattern.
 To study investors awareness towards mutual funds.
 To know the factors considered by investors while investing in mutual funds

Any specific information of the organization

An organization, or organisation (Commonwealth English; see spelling differences), is an

entity—such as a company, an institution, or an association—comprising one or more people and
having a particular purpose.

The word is derived from the Greek word organon, which means tool or instrument, musical
instrument, and organ.

Types

There are a variety of legal types of organizations, including corporations, governments, non-
governmental organizations, political organizations, international organizations, armed forces,
charities, not-for-profit corporations, partnerships, cooperatives, and educational institutions etc.

A hybrid organization is a body that operates in both the public sector and the private sector
simultaneously, fulfilling public duties and developing commercial market activities.

A voluntary association is an organization consisting of volunteers. Such organizations may be

able to operate without legal formalities, depending on jurisdiction, including informal clubs or
coordinating bodies with a goal in mind which they may express in the form of an manifesto,
mission statement, or in an informal manner reflected in what they do because remember every
action done by an organization both legal and illegal reflects a goal in mind.

47
Organizations may also operate secretly or illegally in the case of secret societies, criminal
organizations and resistance movements. And in some cases may have obstacles from other
organizations (ex: MLK's organization).

What makes an organization recognized by the government is either filling out Incorporation
(business) or recognition in the form of either societal pressure (ex: Advocacy group), causing
concerns (ex: Resistance movement) or being considered the spokesperson of a group of people
subject to negotiation (ex: the Polisario Front being recognized as the sole representative of the
Sahawri people and forming a partially recognized state.)

Compare the concept of social groups, which may include non-organizations.

Organizations and institutions can be synonymous, but Jack Knight writes that organizations are
a narrow version of institutions or represent a cluster of institutions; the two are distinct in the
sense that organizations contain internal institutions (that govern interactions between the
members of the organizations.

Organizations?

This article on the different types of organizations explores the various categories that
organizational structures can fall into. Organizational structures can be tall, meaning that there
are multiple tiers between the entry-level workers and top managers of the company. They can
also be fairly flat, which means that there are very few levels between employees and
management.

At a Glance

In the same way that no two people can ever be the same, no two companies are identical.
Although they may come across as having similar organizational structures within an industry,
there will always be differences between firms.

The main reason for adopting a structure is to outline a clear hierarchy of the different company
positions. In such a manner, every subordinate knows who to report to. Considering how vital an
organizational structure is to the different facets of the business, managers should take their time

48
determining the type of structure to take on. This article highlights the main types of
organizations that currently exist.

Flat Organization

A flat organization is exactly as its name suggests. While individuals may hold an expertise,
hierarchy and job titles are not stressed among general employees, senior managers, and
executives. In a purely flat organization, everyone is equal.

Flat organizations are also described as self-managed. The idea behind this organizational
structure is to reduce bureaucracy and empower employees to make decisions, become creative
problem solvers, and take responsibility for their actions. Since there are minimal or no levels of
middle management, a company that adopts this structure can end up being more productive by
speeding up the decision-making processes.

Apart from increased productivity, firms with flat organizations have leaner budgets, since they
don’t involve any pricey middle-management salaries. The only thing to keep in mind is that this
structure typically works best for small to medium-sized companies. This way, a firm can
decentralize decision-making while still maintaining its corporate integrity.

Functional Organization

Also referred to as a bureaucratic structure, a functional organization is one that divides a firm’s
operations based on specialties. Ideally, there’s an individual in charge of a particular function.
It’s like any typical business that consists of a sales department, human relations, and a
marketing department. It means that every employee receives tasks and is accountable to a
particular superior.

A functional organization confers several benefits. For one, there’s a total specialization of work.
Secondly, work is performed more efficiently since each manager is responsible for a single
function. The only drawback to adopting a functional organization is the fact that there’s a delay
in decision-making. All the functional managers must be consulted when making major
decisions, which can take time.

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Divisional Organization

A divisional organization structures its activities around a market, product, or specific group of
consumers. For instance, a firm can operate in the United States or Europe, or sell products
focused on a specific group of customers. Gap Inc. is the perfect case in point. It runs three
different retailers – Banana Republic, Gap, and Old Navy. Although each one operates as a
separate entity that caters to different consumer segments, they are all under the company Gap
Inc. brand.

General Electric is another ideal example; it owns numerous firms, brands, and assets across
different industries. Although GE is the umbrella corporation, each division works as an
individual firm. The diagram below will give you an idea of what a divisional organization looks
like.

Matrix Organization

A matrix organizational structure is a bit more complex, in that there’s more than one line of
reporting managers. It simply means that the employees are accountable to more than one boss.
Most firms that take on this organizational structure often have two chains of command –
functional and project managers. This type of organization works best for companies with large-
scale projects.

50
 REVIEW OF LITERATURE

Dave Chaffey (2002) defines internet marketing as “Applying Digital technologies which form
online channels (Web, e-mail, databases, plus mobile/wireless & digital TV) to contribute to
marketing activities aimed at achieving profitable acquisition and retention of customers (within
a multi-channel buying process and customer lifecycle) through improving our customer
knowledge (of their profiles, behaviour, value and loyalty drivers), then delivering integrated
targeted communications and online services that match their individual needs.” Chaffey's
definition reflects the relationship marketing concept, it emphasis that it should not be
technology that drives Electronic marketing, but the business model.

Mort et al. (2002) has stated that today, monotonous advertising and marketing techniques have
given way to digital marketing. In addition, it is so powerful that it can help revive the economy
and can create tremendous opportunities for governments to function in a more efficient manner
(Munshi, 2012). Firms in Singapore have tested the success of marketing tools as being effective
and useful for achieving results. (Teo, 2005). More importantly, growth in marketing has been
due to the rapid advances in technologies and changing market dynamics.

Chaston& Mangles (2003)examined the influence of marketing style on the utilization of the
Internet among small UK manufacturing firms. They employed a quantitative methodology to
determine whether, in business-to-business markets, the Internet is a technology that will be
managed differently by firms that have adopted a relationship versus a transactional marketing
orientation. The research was conducted through mailed questionnaires on a sample of 298 UK
small firms (manufacturers of mechanical or electronic components / their primary area of
activity is business to-business marketing / have between 10-50 employees / not branch plants of
British or multinational organizations). Insufficient evidence was found to support the view that
relationship-orientated firms, when compared with transaction ally-orientated competitors,
exhibit differing perceptions about the nature of online markets.

Wixom & Todd (2005)has explained in his articlethere are some elements that affect the organic
listings such as content, keyword, inbound links, tags and the page rank of a website, and so on.
The work of a business is trying to get as high ranking as feasible on the result page and
improving those elements concerned.

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Mangold&Faulds (2009)has stated that the word-of-mouth is linked with creating new members
and increasing traffic on the website, pages or online events which in return increases the
visibility in terms of marketing communication. Facebook, the most popular tool for social
communications, has opened the door for marketers to communicate with millions of people
about products and services and has opened new marketing opportunities. Ensuring this to be
successful it is required for the business to setup effective communication strategies to engage
the customers and enhancing their experience on specific product or service.

Curran et al. (2011)have discussed social media sites such as Facebook are better than other
advertising avenues because it stores information on all its users thus ensuring marketing reaches
a retailer‟s specific target market. Social media sites are a great stage for retailers to create an
experience and retailers can use information stored on social media sites to improve user
experience with their brand.

Shankar et al. (2011) in their research determined that retailers can increase awareness of their
brand by being creative when engaging customers on social media sites. “As more shoppers are
using social media (e.g., Twitter, Facebook, MySpace, and LinkedIn) and rely on them for
marketing shopping decisions, promotion through these media has become important”.

Hanna et al. (2011) has stated that marketing professional must truly understand online social
marketing campaigns and programs and understand how to do it effectively with performance
measurement indicators. As the market dynamics all over the world are changing in relation to
the young audience accessibility to social media and usage. It is important that strategic
integration approaches are adopted in organization‟s marketing communication plan.

Salehi M. et al.(2012) compares both internet based as well as traditional marketing, marketing
is more economical and faster way to reach out to buyer directly, and is the ideal way for
business to advertise locally or internationally. As the result in case of comparison; both types of
marketing can help traders and marketers to do business. Each has advantages and
disadvantages. In traditional marketing consumers can see and touch the real goods or service
but the domain of effect is low, on the other hand using of marketing will exceed the boundaries

52
and introduce goods and services to the demographic of internet users. Also using the internet
would be more chipper, faster and convenient for marketing. Approximately the advantages of
marketing are much more than advantages of traditional marketing.

Yazdanifard R. et al. (2013)in his article marketing is an interesting topic especially for
researchers in the marketing field. It is a new way of marketing a product/service globally to the
targeted market around the world. This paper introduces a new approach concerning marketing
in electronic commerce; showing how advertisers need this innovation to be successful. This also
relieves marketing managers for more value added tasks such as marketing plans for better
development of the company.

Chaffey (2013)has stated that the term of marketing is comparatively new yet its impact is huge,
intimidating and complicated. Being one of the important tools in promotion mix, businesses are
looking for a definite way to start and accommodate marketing but they have lack of
understanding and implementing it. Now-a-day, social Medias such as Facebook, Google Plus,
Twitter, and other social Medias have effectively transformed the attitudes and perceptions of
targeted consumers. This marketing was done through assessable wide network of customers
with reliable data with real-time feedback of customer experiences. Generally marketing is the
use of modern technologies to help marketing activities to improve customer knowledge by
matching their needs and wants.

Zhang et al. (2013) in their article has stated that blogs as a tool for marketing have successfully
created an impact for increasing sales revenue, especially for products where customers can read
reviews and write comments about personal experiences. For businesses, online reviews have
worked really well as part of their overall strategic marketing strategy.

Stuart E. J. (2014) day by day there is upward growth of online services in regular usages by
consumers. However, traditional marketers somehow do not want to admit that the world
changed. They are slow in taking advantages of new opportunities presented to them. B2B-
enhances supply chain process need to pay much attention to real-world business process, adapt
automated systems to business behavior and mingle content and technologies with crucial
information systems.

53
Zenith Raval et al. (2014) in their article has introduced new dimensions with the rapidly
changing requirements of the people all over the globe. It has highlighted novel concepts with
modernized tinge before the world and thrown a huge bunch of opportunities and facilities. India
ranks on third position in terms of internet users all over the globe, which is equally giving a
quick rise to the online shopping trend in India. We can see a huge scope in online shopping as
it has a great potential to become big in India and of course all over the world too.It saves the
wastage of time that is consumed when one goes for shopping in the store, meeting other
different huddles on the way like traffic, vehicle issue, jams, and many others. A common man
who hardly gets time to relax on weekends, online shopping would serve as the best option for
him as he won't need to plan going out for the items that are easily available online with utmost
gratification. The online shopping trend is popping up as a boon in disguise for many small and
medium enterprises by giving them golden opportunities to expand and flourish their business
and along with joining hands with major Indian online portals to display their products and
advertise their services. We can term online shopping as „A hunt of new world where all your
searches ends at one destination‟.

Peter S.H. Leeflang et al. (2014) in their article stated that internet usage continues to explode
across the world with digital becoming an increasingly important source of competitive
advantage in both B2C and B2B marketing. A great deal of attention has been focused on the
tremendous opportunities marketing presents, with little attention on the real challenges
companies are facing going digital. In this study, we present these challenges based on results of
a survey among a convenience sample of 777 marketing executives around the globe. The results
reveal that filling „„talent gaps‟‟, adjusting the „„organizational design‟‟, and implementing
„„actionable metrics‟‟ are the biggest improvement opportunities for companies across sectors.

AfrinaYasmin et al. (2015)in their article has stated that marketers are faced with new challenges
and opportunities within this digital age. marketing is the utilization of electronic media by the
marketers to promote the products or services into the market. The main objective of marketing
is attracting customers and allowing them to interact with the brand through digital media. This
article focuses on the importance of marketing for both marketers and consumers. We examine
the effect of marketing on the firms‟ sales. Additionally, the differences between traditional
marketing and marketing in this paper are presented. This study has described various forms of

54
digital marketing, effectiveness of it and the impact it has on firm‟s sales. The examined sample
consists of one hundred fifty firms and fifty executives which have been randomly selected to
prove the effectiveness of digital marketing. Collected data has been analyzed with the help of
various statistical tools and techniques.

Rajiv Kaushik (2016)in his article marketing is rising in India with fast pace. Many Indian
companies are using marketing for competitive advantage. Success of marketing campaign
cannot be solely achieved by marketing only. Rather for success of any marketing campaign it
should fully harness the capabilities of various marketing techniques available within both the
traditional and modern marketing. Startups who use marketing many times got failed. This study
shows precautions to be taken for effective implementation of marketing to reap tremendous
potential to increase in sales.

Santanu K. Das & Dr. Gouri S. L. (2016)has explained in their article the world has transitioned
into a digital environment. For today‟s businesses, it is imperative to have a website and use the
web as a means to interact with their customers. There are some successful traditional marketing
strategies, particularly if you are reaching a largely local audience, but it is important to take
advantage of marketing so as to keep up in today‟s world. marketing is also known as Internet
marketing, but their actual processes differ, as marketing is considered more targeted,
measurable and interactive. It includes Internet marketing techniques, such as search engine
optimization (SEO), search engine marketing (SEM) and link building. It also extends to non-
Internet channels that provide digital media, such as short messaging service (SMS), multimedia
messaging service (MMS), call-back and on-hold mobile ring tones, e–books, optical disks and
games. marketing is a new end 21st century tool of marketing. This research paper describes the
different types of marketing techniques like SEO, SEM, SMM, PPC etc. This paper addresses
importance and risk factors associated with digital marketing. It also gives marketing tips for
businesses.

Yakup D. & Ibrahim H. E. (2016)this study tries to explain marketing periods and advantages,
experienced transition and difference between traditional and digital marketing. Abstract-Lately,
with the information technology improvements and broad band internet service spreading, speed
of access to shopping sites get high. Because of these changes, companies unavoidably entered to

55
digital environment. Thus, while communication rules change, field and definition of marketing
changes too. With the development of IT technologies, traditional marketing methods leave sits
place to digital day by day. Companies which follow technology can easily communicate with
customers interactively while providing products or services. Like in the traditional marketing, in
digital marketing, building well communication with customers, deter mining their needs and
requests are crucial. While companies using marketing make difference with dual
communication, others who don't get involved in this race, become distanced from competition
gradually. The biggest advantage of marketing is reaching the target audience in right way with
using social media and search engines.

P.K. Kannan&Hongshuang Alice Li (2016) in their article has suggested develop and describe a
framework for research in marketing that highlights the touch points in the marketing process as
well as in the marketing strategy process where digital technologies are having and will have a
significant impact. Using the framework we organize the developments and extant research
around the elements and touch points comprising the framework and review the research
literature in the broadly defined marketing space. We outline the evolving issues in and around
the touch points and associated questions for future research. Finally, we integrate these
identified questions and set a research agenda for future research in marketing to examine the
issues from the perspective of the firm.

Pineiro-Otero &MartínezRolán (2016) the goal of this research paper was to examine the best
marketing strategies. This present study revealed several marketing strategies that are useful to
companies, businesses, non-profits, educational facilities and other professional areas. The
literature pointed clearly in the direction of combining technology with many aspects of
traditional marketing ideology. The clear difference between traditional marketing and
marketing as discussed byauther, is the strategic shift between the focus being placed on the
customer; as opposed to the product.

D.M. Arvind& Shankar Narayan Rao (2017) in their article has stated that marketing has created
a huge buzz in today‟s world. It is very popular in the younger generations, but the middle and
the older generations are also not untouched by the wave of its scope. Digital and social media
are now becoming the new barometer to gauge the popularity of a campaign before it is released

56
on mass media. To keep up with consumers' digital advances, retailers are becoming savvier,
implementing strategies and programs via smart phones, tablets and other digital venues.
marketing can take the form of push messaging, in-store digital signage, location-based
promotions, email messaging and much more. This paper tries in understanding various aspects
of marketing while connecting with younger audience the research is also important to identify
Market size, growth and Market Potential of Big Bazaar. The research shows future Scenario of
Big Bazaar in current perspective.

S. Nazimsha&M. Rajeswari (2017)this investigation will show the significance of computerized

media showcasing in display age focusing on the essential and optional information gathered.
Advertising methods where associations can see how a campaign is performing continuously, for
instance, what is being seen, how regularly, whatever degree; additionally bits of knowledge
related to bargains transformation and procedures related with it are called progressed exhibiting.
Reviews taken obviously demonstrate that individuals lean toward ads as a more powerful
strategy for promoting an item. Indian clients require redress data about an item and they search
for more information about quality, cost and look for customer reviews before acquiring a thing.
Advancements make high impact on a making help in Indian customers. Indian purchasers have
a tendency to go online for acquisition. They are pulled in to go online for electronic things and
garments. Current examples in Indian youth and young Indians are seeing the T.V programs
through online sections. The essential reason may be dull; they can watch programs which they
had skipped due to a couple of reasons. Similar things occurring for the day by day paper
moreover, people support online news doors as they don't need to sit tight for consistently day by
day papers.

P.Sathya (2017) has studied the marketing is the avenue of electronic communication which is
used by the marketers to endorse the goods and the services towards the marketplace. The
supreme purpose of the marketing is concerned with consumers and allows the customers to
intermingle with the product by virtue of digital media. This editorial concentrates on the
magnitude of digital promotion for both customers and marketers. We scrutinize the result of
marketing on the base of firm‟s sales. 100 respondents opinion are collected to get the clear
picture about the present study.

57
Ahmad Bin Yamin (2017)This study shows the impact of marketing on behavioral prospect of
consumers of Bangladesh. For conducting this study a sample of Bangladeshi consumers are
surveyed to attain their behavioral pattern on digital marketing. Modern day marketing has been
going through a radical change. Fast moving marketing trends based on the growth and
innovation of new technologies as well as portable communication devices influencing the
customer behavior significantly. A well designed marketing plan with specific marketing tools is
the demand in the integrated marketing communication plan for this tech friendly environment.
High speed internet connectivity brings massive number of young crowd in social media
indicating marketer should be more focused and concentrated in marketing tools for effective
and efficient targeting of market as well as to achieve other organizational goals.

S. Sivasankaran (2017)in his article has stated that marketing has posed many challenges to the
marketer in the retail segment. The present generation is more fascinated with the online
shopping than the conventional buying. The marketers are forced to introduce the innovative way
of selling due to the pressure of the younger generation‟s buying behavior. The buying behavior
and behavioral pattern of youth has as greater influence in the purchasing behaviour, hence in
this study, “ marketing and its impact on buying behavior of youth is focused as the core issue.
The study reveals that most of the youngsters of the present generation have access to the digital
media but they lack the awareness about its optimum utilization.

Kingsnorth (2017) shared that marketing and business strategy are concepts that should be
integrated and grow together. Further research into specific marketing strategies, would be a
valuable contribution to the field of marketing and current body of work. In- depth, qualitative
and quantitative analysis would provide supporting evidence of the effectiveness or
ineffectiveness of specific strategies. Further comparative studies between traditional marketing
and marketing would give researchers and companies a better understanding of differences
between the two approaches. marketing is an innovative, influential contribution to the field of
marketing.

Marin Istvanic et al. (2017) have explained how promotion of products has become an
increasingly important component in the new digital age, mostly thanks to digital marketing. The
traditional form of marketing is lagging behind digital marketing, which offers users new

58
opportunities like personalized messages or answers to a search query. There are several ways to
advertise on the internet, and in this paper, ways and tools will be presented that allow digital
advertising as well as their advantages and disadvantages. Specifically, search engine
optimization, search engine marketing, display advertising, social networking marketing and e-
mail marketing will be discussed. Also, the goal of the paper is to enable more efficient creation
and implementation of similar contents in new business environments through an insight into
internet advertising, social and business networks.

M.Shirisha (2018) has stated that marketing is the fastest e-Commerce solution available. We
can buy or sell fast in this marketing strategy. You can reach out maximum audience or customer
with the help of marketing and you can do that fast. It really plays an important role in modern
commerce system. This system makes our business faster and more accurate. marketing is
infinitely more affordable than traditional offline marketing methods. But one of the main
benefits of conducting your marketing digitally is the ease with which results can be tracked and
monitored. Rather than conducting expensive customer research, you can quickly view customer
response rates and measure the success of your marketing campaign in real-time, enabling you to
plan more effectively for the next one. This paper made an attempt to highlight the importance of
marketing in the new era.

Charles Gibson (2018)has explained in their article the rise in popularity of organizations
integrating technology into their marketing strategy, directs attention to the need for an in-depth
review of marketing strategies. Making a strategic shift to client-centered marketing strategies,
provide businesses the opportunity to engage in a new era of innovative marketing practices, that
use marketing to meet their primary marketing requirements. A literature review of the most
effective marketing approaches, provide companies with valuable tools to target a larger
audience, using a combination of emerging technologies and some aspects of traditional
marketing. The present study provided individuals, companies, organizations, businesses and
researchers, with marketing strategies to increase visibility to their target market.

Ivan Wibisurya (2018) this research sought the enhancement effect of timing in several features
on the customer‟s attitude toward LBA and purchase intention. The features used were the
content appeal, interactivity, control, attitude toward advertising in general, customization, and

59
intrusiveness. This research was a conclusive study with descriptive design. Data collection was
done by offline survey with 160 respondents who had ever received LBA in two different
conditions. Meanwhile, data analysis was conducted using Structural Equation Modelling
(SEM). The research shows several results. First, content appeal, control, and customization
have significant and positive effects on attitude toward LBA. Second, attitude toward LBA has
significant and positive effect on customer‟s purchase intention. Third, timing enhances the
positive effect of customization on attitude toward LBA. Last, timing also enhances the positive
effect of attitude toward LBA on customer‟s purchase intention.

Sanjay Bhayani & Nishant V. Vachhan (2018)The current paper recognizes the differences in
consumer opinions by availing distinguished services of traditional as well as internet marketing
strategies. Internet is changing ways to reach consumer fast and is a more convenient way than
customary means of marketing. Internet offers 24x7, 365 days a year web facility.which is more
convenient for consumers these days. Consumers are becoming more Information Technology
(IT) savvy in their searching as well as purchasing preferences. No doubt, ecommerce is not yet
considered safe in India, but cyber has a highly vibrant and potential market in coming days to
win eyeballs of Indians.

Brendan James Keegan and Jennifer Rowley (2017) contributes to knowledge regarding social
media marketing strategy by developing a stage model of SMM evaluation and uncovering the
challenges in this process. The research paper has developed a Social Media Marketing
Evaluation framework. This framework has the following six stages: setting evaluation
objectives, identifying key performance indicators (KPIs), identifying metrics, data collection
and analysis, report generation and management decision m aking. Moreover, the paper also
identifies and discusses challenges associated with each stage of the framework with a view to
better understanding decision making associated with social media strategies. Two key
challenges depicted by the study are the agenc y-client relationship and the available social
analytics tools.

Rodney Graeme Duffett (2017) examines the influence of interactive social media marketing
communications on teenagers‟ cognitive, affective and behavioral attitude components in South
Africa. The paper also studies the impact of a number of additional factors such as usage (access,

60
length of usage, log-on frequency, log-on duration and profile update incidence) and
demographic (gender, age and population group) variables on young consumers‟ attitudes
toward social media marketing communications. The study ascertained that social media
marketing communications had a positive influence on each attitude component among
adolescents, but on a declini ng scale, which correlates to the purchase funnel model. Thus this
investigation also makes an important contribution to attitudinal research in developing
countries, where there is a lack of research in social media marketing communications. The
practical implicatio n of the study is that the companies and their brands should consider using
and/or adapting their strategies based on the declining impact of social media marketing
communications on the hierarchical attitude stages among young consumers and the divergent
influence o n usage and demographic variables when targeting the lucrative and technologically
advanced, but capricious, Generation Z consumers.

Priyanka P.V and Padma Srinivasan (2015) in her research study identified various factors that
determine the purchase of a product using social media from a customer's point of view. A model
from the retailer's perspective has been developed that explains how social media can be used for
increasing customer loyalty. The study concludes that continuous customer support services will
result in improvement of customer retention. New applications and social platforms will flourish
and allow even greater personalization and real-time, location-based engagements in media.

In a recent case study by Christopher Ratcliff (2014) on a global organization that appears to
have mastered its social media strategy, Ford. In his blog, he explains how Ford has included the
key success elements in its strategy including customized posts, user connectivity through tone
of voice and perhaps most importantly, a social media team that reads and responds to every
single comment made by followers. However, it is worth noting that Ford has worked out what
works for its own business, and this exact strategy may not necessarily drive the same
achievement for different organizations.

Ates Bayazıt Hayta (2013) in their research paper “A study on the of effects of social media on
young consumers' buying behaviors” determines the effects of social media networks on
purchasing behaviors of young consumers. The study results indicate that social media tools

61
directly effects the purchasing behaviors of consumer, depending upon their age group and
educational status.

Benjamin Ach (2013) in their bachelor thesis highlighted the evolution of the marketing
strategies of businesses and more specifically of their communication strategies, with the
important rise of social media influence, which is changing the way people get informed as well
as their purchasing decision process. This research underlined the fact that businesses, small or
big sized, have to get online and to use social media and to adapt their business models if they
want to stay on top of the competition on their markets. The research is supported by a case
study of an Australian internet marketing company, in order to get valuable insights from
internet marketing experts.

irakatheeswari P. (2011)108: The author observed that rural marketing is an evolving concept and is an
untapped potential. Only in the recent past the marketers have realized this potential. The rural
infrastructure has undergone a sea change now and it has improved the reach of the rural customers. The
rural area is gradually turning into urbanization in terms of their habits, likings, lifestyles and therefore
their consumption pattern has also become like the urban one. However, the author has cautioned that
there should be limited rural market share as the companies have to slash their prices for the rural
markets.

Robert V. Kozinets, Kristine de Valck, Andrea C. Wojnicki and Sarah J. S. Wilner (2010)
reviewed and synthesized extant WOM theory. This article shows how marketers employing
social media marketing methods face a situation of networked coproduction of narratives. It then
presents a study of a marketing campaign in which mobile phones were seeded with prominent
bloggers. Eighty-three blogs were followed for six months. The findings indicate that this
network of communications offers four social media communication strategies—evaluation,
embracing, endorsement, and explanation. Each is influenced by character narrative,
communications forum, communal norms, and the nature of the marketing promotion. This new
narrative model shows that communal WOM does not simply increase or amplify marketing
messages; rather, marketing messages and meanings are systematically altered in the process of
embedding them. The theory has definite, pragmatic implications for how marketers should plan,
target, and leverage WOM and how scholars should understand WOM in a networked world.

62
Hensel and Deis (2010) have recommended that marketers must consider all possible avenues to
positively use social media to increase advertising and improve marketing. Before implementing
a specific social media strategy, the benefits, drawbacks, and challenges associated with it must
be addressed. The strategy must assist in facilitating the social media inputs and discussions. In
addition, social media strategies should also be used to track a business presence online, and to
make sure that clients are not degrading the branding value. The Internet-based social media has
made it possible for one person to communicate with hundreds or even thousands of other people
about products and the companies that provide them on web. Thus, the impact of consumer to
consumer communications has been greatly increased.

Edelman (2010) in a study for Harvard Business Review, discusses how the Internet and social
marketing has changed not only the way businesses operate but also how consumers choose their
products. It takes the reader through the funnel metaphor that was previously being used by
marketers to understand how consumers select their products and how this has moved to a more
open-ended approach whereby consumers no longer follow a methodical approach of selecting
products. It stresses how important it is for brands to connect with consumers and it also studied
the consumers' decisions across five different industries, namely automobile, skincare, insurance,
mobile telecommunications and electronics, across three different continents. Based on the
results of the study, it proposed a four-stage model that focuses on today's consumers using
social media for advocating products and also purchasing based on the reviews and backing
received. The research takes the reader through the entire customer journey and informs
businesses what they should not focus energy and resources on. Providing statistical information
about various surveys enables organizations to identify the key areas they should concentrate on
in order to build a solid brand image online.

A comprehensive study conducted by BusinessWeek (2009) discusses social media hype and the
disadvantages that may affect any business. The study illustrates the potential risks social media
marketing poses. If employees waste their time on social networking sites instead of on
productive tasks in the interests of the organization. It also forewarns of blunders that could have
a profound negative impact on the business itself. Providing evidence of failing of many social
media campaigns, the study cites the example of one such campaign by Saatchi & Saatchi's

63
campaign for Toyota Matrix, which led to a lawsuit of $10 million. The study also states that it is
hard to quantify the outcomes that social media creates, such as trust and loyalty.

Mangold and Faulds (2009) are of the view that social media is a hybrid element of the
promotion mix because in a traditional sense it enables companies to talk to their customers;
while in a nontraditional sense it enables customers to talk directly to one another. The content,
timing, and frequency of the social media-based conversations occurring between consumers are
outside managers‟ direct control. This stands in contrast to the traditional integrated marketing
communications mix whereby a high authority of control is present. Therefore, managers must
learn to shape consumer discussions in a manner that is consistent with the organization‟s
mission and performance goals. The purpose of social networking sites is to facilitate the talks
between biggest fans of the organization. Methods by which this can be accomplished include
providing consumers with networking platforms, and using blogs, social media tools, and
promotional tools to engage customers. Providing information to the consumers regarding
product of their company closely bounds the customer to the company.

Russell S. Winer (2008) in his research paper describes the different kinds of new media which
was used by companies to engage customers that is social networking sites like Facebook,
Myspace and You Tube etc. The paper also describes the challenges in social media marketing
from the perspectives of the marketing manager. The paper outlines a number of issues that need
to be resolved by both managers and academics for the new media to be fully integrated into
marketing practice. It also affirms that many companies today are using some or all of the new
media to develop targeted campaigns that reach specific segments and engage their customers to
a much greater extent than traditional media. Study also shows that the growth of these sites has
led to the notion. Importance of Web 2.0 era where user generated content and discussions can
create powerful communities that facilitate the interactions of people with common interests. But
the marketers have been cautious in using this new medium because of the risk that members of
a community will become offended from an over-commercialization of the site.

Gil, Andres and Salinas (2007) suggested that the information provided by a family can affect
the formation of brand equity. A person can receive recommendations to buy certain brands from
a family that influence his action based on the facts how well the family establishes the contacts

64
with a number of brands used by the family. Consumers often think of the family as a reliable
reference in relation to the purchase of certain products. The study also reveals that purchase
decisions amongst young generation consumers in particular are influenced by the
recommendations of their virtual friends who serve as opinion leaders. They also refer to the
communications on the internet in determining the product‟s quality prior to their purchases.
Lempert (2006) says that customers are turning away from the traditional sources of advertising:
radio, television, magazines, and newspapers. Customers also consistently demand more control
over their media consumption. They require on-demand and immediate access to information at
their own convenience. Customers are turning more frequently to various types of social media
to conduct their information searches and to make their purchasing decisions.

Yoo et al. (2000) combine brand awareness and brand association into brand image. They
claimed that exposing customers to a brands information through the WOM sources creates,
modifies and strengthens the relationship between the consumer and the brand, to result in WOM
that impacts their brand association with it. The higher the consumer contact with the brand, the
stronger and more the association will be in the minds of consumers.

65
 OBJECTIVE OF STUDY

1) To analyse the market awareness of Agile capital services.

2) To analyse Measure the satisfaction level with market strategy with Agile capital services.

3) To analyse the views of customer for Agile capital services .

SCOPE OF THE STUDY

As the Lucknow market is in its infant stage of growing it offers a good scope for the research.
The market is in developing stage. The scope of the research is covering fast moving consumer
goods which are required by the respondents to meet their dayto-day requirements. The number
of goods usually required is quite heavy. The products selected for this study are the branded
products which are marketed by domestic as well as multinational marketing companies. As the
agile capital services. is established in India much earlier and has a wide range of branded fast
moving consumer goods in its product kitty the researcher has preferred to study this company‟s
marketing strategies and its impact on its penetration and knowing its market share to the extent
possible.

66
 RESEARCH METHODOLOGY

The study seems to be the observation and a description of the project where we try to find out
the hidden aspect or bring out the concept for further explanation, but some scientific method
and techniques classified it as the research, that’s why the following research methods,
techniques and components are used to facilitate the study.

Research methodology is a way of explaining how a researcher intends to carry out their
research. It's a logical, systematic plan to resolve a research problem. A methodology details a
researcher's approach to the research to ensure reliable, valid results that address their aims and
objectives. It encompasses what data they're going to collect and where from, as well as how it's
being collected and analyzed.

Research Design- Descriptive research design

Descriptive research design is a scientific method that is used in this study which helps in
observing and describing the behavior of a subject without influencing it in any way to obtain a
general overview of the subject. This design allows observation without affecting normal
behavior. It is also useful because it is not possible to test and measure the large number of
samples needed for more quantitative types of experimentation These types of experiments are
often used by anthropologists, psychologists and social scientists to observe natural behaviors
without affecting them in any way. It is also used by market researchers to judge the habits of
customers, or by companies wishing to judge the morale of staff. Though the results from a
descriptive research can in no way be used as a definitive answer or to disapprove a hypothesis
but, if the limitations are understood, they can still be a useful tool in many areas of scientific
and normal study research such as this project.

Why is a research methodology important?

A research methodology gives research legitimacy and provides scientifically sound findings. It
also provides a detailed plan that helps to keep researchers on track, making the process smooth,
effective and manageable. A researcher's methodology allows the reader to understand the
approach and methods used to reach conclusions.

67
Having a sound research methodology in place provides the following benefits:

• Other researchers who want to replicate the research have enough information to do so.
• Researchers who receive criticism can refer to the methodology and explain their
approach.
• It can help provide researchers with a specific plan to follow throughout their research.
• The methodology design process helps researchers select the correct methods for the
objectives.
• It allows researchers to document what they intend to achieve with the research from the
outset.

Sample design

The study conducted on ― Marketing strategies of agile capital service was restricted to four
consultancies. A structured questionnaire was used to collect data from 100 recruiters of the
consultancies. A convenience sampling technique was used. So the sample size for the study is
100 recruiters. The study is restricted to four consultant.

Sources of data

The following sources are used for collecting the data for this study:

 Books

 internet

 Journals

 News papers

 Personal sources

Sampling – judgmental sampling

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Hypothesis

H1 With the changes in technology and government‟s policies of liberalization, privatization and
globalization the Indian rural markets have been opened up and present a vast marketing
potential for the fast moving consumer goods

. H2 Markets are growing fast for the fast moving consumer goods.

H3 The developments in the field of education, digital media, communication, irrigation and
other improvements in agriculture, have great bearing on the growth of the marketing of agile
capital services

Statistical Tool

Statistical tests are used in hypothesis testing. They can be used to: determine whether a
predictor variable has a statistically significant relationship with an outcome variable Many
biological studies use large data to analyze the trends and patterns in studies. Therefore, using
statistical tools becomes essential, as they manage the large data sets, making data processing
more convenient. A statistical method in which a variable is used to isolate variation in a regress
or variable that is orthogonal to unobserved components of the outcome of interest

69
 PROBLEM OF LIMITATIONS

Particularly after 1991, when the Govt. of India set out for the economic and financial reforms
and adopted the policy of liberalization, privatization and globalization, the Indian having vast
marketing potential because of its demographic size and the presence of developing market, it
has attracted the attention of the global players and number of multinational companies in
healthcare sector have been establishing their presence in the Indian market. This has resulted in
number of market research as to which products, with what market strategies can be introduced
in the ever growing rural market and ensure the penetration in this market segment. This large
size domestic and the global marketing players have realized the fact that in order to tap the
market they will have to adopt a strategy which will be different from the marketing. Number of
factors these companies will have to be taken into account while formulating the rural marketing
strategy. This exercise has been taken by these companies about two decades back and now the
time is ripe to have a research study about the success or failure of these strategies.

Marketing research plays a crucial role in excelling marketing performance. In fact, it is

inevitable to understand and treat customers more effectively than competitors. Marketer can
satisfy customers by maintaining close contact with the target market by marketing research. It is
one of the basic tasks of modern marketing. However, it is not free from limitations. Marketing
manager must be aware of these limitations.

1. Effect of Extraneous Factors:

Extraneous means external and uncontrollable factors. In most of the cases, the extraneous
factors affect marketing research results adversely. Due to impact of such factors, the net impact
cannot be estimated. For example, if marketer wants to study the impact of 10% price rise on
demand and he raises price by 10%. As a result, demand falls by 20%. Here, decrease in demand
cannot be fully attributed to price hike only. Demand might have been affected by other factors
like introduction of new superior product, attractive offer of competitors, availability of powerful
substitutes, etc., over and above price rise. Whatever degree of precaution is taken, one cannot
eliminate effect of such factors completely, and as a result, marketing research cannot serve the
purpose.

70
2. Time Gap Makes Research Irrelevant:

Systematic marketing research project needs more time. It takes weeks, months, even years.
When marketing research is carried on to investigate or solve the problem, final outcomes are
available after considerable time. When outcomes are made available, situations might have been
changed thoroughly or problem for which research was made might have been solved
automatically. Decision-maker needs information in time. But, practically, it is not possible.
Sometimes, time, money, and efforts contribute nothing.

3. Cost Consideration:

To conduct marketing research systematically is a luxury. A firm needs money for research
design, data collection, data analysis, interpretation, and report preparation. Statisticians and
computer experts charge heavy fees. When research is conducted regularly, a company has to
maintain a separate well-equipped marketing research department. Marketing research has
become costlier. So, it is difficult for medium and small companies to afford.

4. Problem of Trust and Accuracy:

Marketing research is based on trust and accuracy. Right from the identification of problem to
the final outcomes, all depends on trust. Company has to trust on marketing research officer;
research officer has to trust on field officer; and field officer has to rely on response of
respondents. At any stage of marketing research, accuracy is vital issue. To the extent inaccuracy
prevails, marketing research results suffer.

5. It is not Problem Solving Technique but an Aid to Solve the Problem:

It is interesting and shocking to state that marketing research does not solve any problem
directly. It is not a problem-solving technique but can assist to solve it. It is not a magic stick to
solve marketing problems; it is a source of information. To the extent source is reliable and is
used properly, it is useful. Even, an excellent research project is useless if outcomes are not
considered.

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6. Subjective or Biased Result:

When human being is involved, a completely bias-free response or result is not possible. Effect
of personal value, prejudice, attitudes, needs, and other socio-cultural factors affect the
objectivity of research adversely. Subjectivity may lead to utter chaos.

7. It cannot Eliminate Risks Inherent in Decision-making:

In every economic decisions, there exists risk and uncertainly. Marketing research cannot
eliminate risk and uncertainty. It is an attempt to minimize degree of risk. So, heavy costs on
marketing research don’t guarantee safety and certainty.

8. Difference between Filed Officers, Data Analysts, and Decision- makers:

Marketing research activity involves a number of people such as marketing manager, field
officer, data analysts, and finally decision-maker. All these people have different objectives,
backgrounds, and perspectives. Consistency or parity among them is a vital issue.. Note that
these limiting factors cannot be completely eradicated. Attempts should be made to minimize
adverse impact of these limiting factors. Careful plan, adequate budget, teamwork, accuracy,
timeliness, proper use and implementation, etc., have a strong prospect to contribute in
successful marketing research. The survey has been done with full efforts and utter car but still
there are some limitations beyond control which might make the findings and conclusion in the
report a little of beam. Although we attained success in our research report to a great extent but
still could not provide the digital marketing state of current trends prevailing in private sectors
due to certain reasons which are :-

• The time is assumed that the information given by the respondents are authentic
and to the best of their knowledge.
• Information provided by the respondents might be biased and have variation with
their actual action.
• Subjective nature of the study the perception of the viewers change and different
conclusion can be drawn by different viewers.
• It is assumed that the information give by the respondent by authentic and to the
best of their knowledge.

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 DATA ANALYSIS AND INTERPRETATION

1) Gender

Gender Percentage

Male 57%

Female 43%

Gender

43%

57% Male

Female

INTERPRETATION

The Classification of gender of respondents which reveal that out of 100 respondents 51% are
male respondents and 49% are female respondents. The data collected via questionnaire depicts
that on the basis of demographics the ratio of male respondents is more in comparison to female
respondents.

2) Age

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Age Percentage

15-24 68%

25-34 17%

35-44 8%

45 and above 7%

Age

7%
8%

17%

15-24

25-34
68%
35-44

45 and above

INTERPRETATION

The Classification of age of different respondent. The data of respondent reveals that 7% of the
population comes under the age group of 35-44, 17% of the population falls under the age group
of 25-34 and the majority falls under the age group 15-24 i.e., 68% and further 8% of population
comes under the age group of 45 and above.

3. What helps you to decide product of Agile capital services?

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TV Advertisement 23

Personal recommendation 36

Special offer 11

Radio advertising 17

News paper 7

Word of mouth 6

7% 6% 23%
17%

11%
36%

TV Advertisement Personal recommendation

Special offer Radio advertising
News paper Word of mouth

Interpretation:

23% respondent said that TV advertisement help to decide to 36% personal recommendation,
11% special offer, 17% radio advertising, 7% news paper and 6% said that word of mouth is help
to purchase marketing product.

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4. How frequently you see advertisement of Agile capital services?

Weekly 27

Monthly 37

daily 27

None 19

17% 25%

25%
33%

Weekly Monthly daily None

Interpretation:

25% respondent said that they saw advertisement weekly, 33% monthly, 25% daily, 17% said
none.

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

Purchasing branded goods 57

Purchasing local goods 23

Only gathering information 11

Others 9

9%
11%

57%
23%

Purchasing brand goods Purchasing local goods

Only gathering information Others

Interpretation:

57% respondent said that they purchase branded good 23% purchasing local goods, 11% only
gathering information and 9% others reason.

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6. Are you satisfied with marketing of agile capital services?

Yes 91

No 9

9%

91%

Yes No

Interpretation:

Maximum respondent satisfied with marketing of Agile capital services but 9% respondent no
satisfied.

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7. According to you marketing have changed the way the Consumer satisfaction towards Agile
capital services?

Yes 71

No 29

29%

71%

Yes No

Interpretation:

71% respondent said that marketing changed the customer satisfaction towards Agile capital
services and 29 said no.

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8. Do you suggest of the Agile capital services to others

Yes 89

No 11

11%

89%

Yes No

Interpretation:

89% respondent said that they suggest of the Agile capital services to others but 11% said no.

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9. How will you rate your present of Agile capital services performance?

Poor 7

Satisfactory 23

Fair 27

Good 21

Very good 13

Excellent 9

9% 7%
13% 23%

21%
27%

Poor Satisfactory Fair Good Very good Excellent

Interpretation:

7% respondent rate poor for performance of Agile capital services, 23% satisfactory, 27% fair,
21% good, 13% very good and 9% respondent rate excellent.

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 FINDINGS

 23% respondent said that TV advertisement help to decide to marketing of Agile capital
services , 36% personal recommendation, 11% special offer, 17% radio advertising, 7%
news paper and 6% said that word of mouth is help to purchase marketing product of
Agile capital services.

 25% respondent said that they saw marketing advertisement weekly, 33% monthly, 25%
daily, 17% said none.

 57% respondent said that they purchase branded good 23% purchasing local goods, 11%
only gathering information and 9% others reason.

 32% respondent said that quality attract to purchase product, 49% economy and 19%
respondent said taste is attract to purchase product of marketing of Agile capital services

 Maximum respondent satisfied with marketing of Agile capital services but 9%

respondent no satisfied.

 71% respondent said that marketing of Agile capital services changed the customer
satisfaction towards marketing and 29 said no.

 89% respondent said that they suggest the marketing of Agile capital services to others
but 11% said no.

 7% respondent rate poor for performance of marketing of Agile capital services, 23%
satisfactory, 27% fair, 21% good, 13% very good and 9% respondent rate excellent.

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 SUGGESTIONS AND RECOMMENDATION

Recommendation marketing includes harnessing what people are saying about a particular
business. Recommendations are based on positive customer experiences that are shared with
others in a wide variety of ways. Word of mouth is the most powerful way customers share their
experience with a business. Customers also leave reviews online, as is the case with online
directories, like Yelp, or on sales sites, like Amazon. Social media is also a powerful way people
share their positive experiences with others, especially when videos or other content goes viral

• The brand loyalty for more Marketing strategies of agile capital services can be increased
if the Quality and appearance of the products are given due attention because competitor
has captured a major share of agile capital services market.
• The switch over of the customers can be prevented if more of new products are launched
more frequently like competitor which launches new products with slight variations from
the previous.
• Quality wise very good but it still needs improvements.
• The most selling product should be given schemes like some discounts offer like Diwali
bumper sale offer.
• To make a successful product, Agile capital services marketing strategy should attract
long term consumers.
• They can improve and further categorise their distribution channels.
• They have to focus back on product efficiency and effectiveness as well as use aggressive
marketing strategies.
• They can increase their retail outlet and stores in cities across the country
• Agile capital services can expand their markets by entering into new areas as well as
countries to expand further

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 CONCLUSION

Above review of literature shows how social media is slowly becoming an important marketing
tool offering different organizations opportunity to engage with their markets and to learn about
customer‟s needs, important segments and profile. However, the implications are that this is an
uncontrolled environment and therefore it requires a robust social media strategy that also
manages the comments posted by consumers whether positive or negative. As these social
network sites can pose a threat as well as an opportunity to companies by rapidly spreading the
views of dissatisfied customer‟s comments. Different research papers discussed above suggests
that the peer group online social network effect can potentially influence purchase decisions
because of its viral nature. Therefore, for an effective social media strategy augmenting it with
other traditional media channels like radio, newspaper, or TV is mandatory. The review also
reflects how social media has become an important tool for marketing and creating brand
awareness. In fact, it is foreseen that in the near future there will be a paradigm shift from
traditional advertising to social media platforms.

To sum it up, marketing is an aspect that is directly related to the success a company can have in
the market. Use of wrong strategies to communication impacts performance for an organization
negatively. The aim of most companies is to make profit and failure to use the right marketing
strategy might limit this possibility. The paper conducts a literature review on marketing strategy
and firm performance. Use of social media to improve marketing activities is one aspect that has
changed performance for many organizations. Incorporating conventional means of
communication with digital approaches produces the best results for a company. Strategic
planning of activities in an organization is the backbone of improved company performance.
Companies that do not use the right strategy to handling of operations might find it difficult
gaining a competitive advantage in the market.

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 BIBLIOGRAPHY

1. Herbal Medicine for Market Potential in India: An Overview(2008)Sharma, Shanker, Tyagi,

Singh, &Rao

2. Acharya, N. (2011, June 9). Meet Ramdev the Marketing Guru. The Business Standard.

3. Kotler, P. (2008). Marketing Managment (11th ed.). New Delhi: Pearson Education

4. Kotler, P., Keller, K. L., Koshy, A., & Jha, M. (2014). Marketing Management-A South
Asian Perspective (14th ed.). New Delhi: Dorling Kindersley (India) Pvt.Ltd.

5. Malhotra, N. K., & Dash, S. (2012). Marketing Research: An Applied Orientation (6th ed.).
New Delhi: Dorling Kindersley (India) Pvt.Ltd.

BOOKS-

Marketing Management, : Philip Kotler

Marketing Research : D. D. Sharma

Research Methodology : C. R. Kothari

Definition of digital marketing". : :Financial Times. Retrieved 22 August 2015

WEBSITES-

1. www.acdemia.edu

2. www.agile capital services.com

3. www.google.com.

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 QUESTIONNAIRE

Q. 1. Gender

• Male
• Female

Q2. Age

• 15-24
• 25-34
• 35-44
• 45 and above

What helps you to decide product of marketing you advertise of Agile capital services?

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

How frequently you see advertisement of marketing of Agile capital services?

• Weekly
• Monthly
• daily
• None

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

• Purchasing branded goods

• Purchasing local goods
• Only gathering information

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 • Others

Q. 6. Are you satisfy with marketing of Agile capital services?

• Yes
• No

Q.7. according to you marketing have changed the way the Consumer satisfaction
towards marketing of Agile capital services?

• Yes
• No

Q. 8. Do you suggest the marketing of Agile capital services to others

• Yes
• No

Q.9. How will you rate your present marketing of Agile capital services performance?

• Poor
• Satisfactory
• Fair
• Good
• Very good
• Excellent

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