1.

INTRODUCTION

1.1 BACKGROUND OF STUDY To conduct market research on SEO (Search Engine Optimization) and SEM (Search Engine Marketing) and to know which is better for the marketing of a website. Marketing research is the systematic gathering, recording, and analysis of data about issues relating to marketing products and services. The goal of marketing research is to identify and assess how changing elements of the marketing mix impacts customer behaviour. The term is commonly interchanged with market research; however, expert practitioners may wish to draw a distinction, in that market research is concerned specifically with markets, while marketing research is concerned specifically about marketing processes. It has been described as "the function that links the consumers, customers, and public to the marketer through information information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications." Market research process It includes the following steps: Specify research objectives Collect & evaluate secondary data Design primary research Collect data Analyze the collected data Prepare report

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Surveys are probably the most common research method for collection of primary data, but not always properly understood and carried out. The first purpose of a survey is to describe; to count the frequency of some event or to assess the distribution of some variables such as proportion of the population of different age groups, sex, religion, castes and languages, knowledge, attitude and adoption of practices about particular issues, and other information of similar nature about the population. You will conduct this type of survey for your baseline study. The descriptive survey of the population is valuable in understanding the audience, and in the definition of the existence and magnitude of the problems.

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Salient Features of Survey Method Surveys are done to gather data from the field in order to generalize results from a sample to a larger population. The primary purpose and advantage of surveys is, therefore, generalization of the results. In surveys, we are usually interested in gathering data from many respondents than in obtaining intensive, detailed information from a few individuals. Seldom does a survey consist of one or very few individuals. While designing a survey research study, you have to take special care of the sample and the sampling procedure. The sample size should be adequate to allow generalization of the results. The sampling procedure should also be such that small sub-groups within the population (such as landless farmers) are properly represented in your sample. Errors in sampling procedures may not justify generalisation of the results, lowering the value of the survey. It is essential for you to first collect pilot data through case studies, observations and other methods before you mount meaningful survey studies. Further, most survey data-gathering tools are structured to facilitate quantification of the responses. The major tools used for the survey consist of questionnaires and structured interviews. We shall first talk about the questionnaire as an information gathering tool.

Questionnaire as Data Collection Tool

When using the questionnaire, information is gathered by asking selected member s of the audience to answer a set of questions posed to them in a written form. A questionnaire consists of a number of questions in a definite order on a form(s). The forms are usually mailed to the respondents who are expected to read and understand
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the questions, and to reply to these by writing in the relevant space provided for the purpose on the forms. The respondents are also expected to return the filled-in questionnaire. In certain situations, you may hand over the questionnaire to the respondents individually or in a group, and get these filled personally, offering necessary explanations with reference to the questions, if and when necessary. In other cases, you may put the questions as they appear in the schedule to the respondents, and also record their replies. You may use your medium such as radio and TV in putting some questions across the audience, and requesting them to send their replies to you. Telephone is also used to conduct the surveys.

1.2 BACKGROUND OF TOPIC

Introduction of Luxury:

Famous fashion Designer Gabrielle Coco Chanel (1883-1971) stated that luxury is a necessity that begins where necessity ends. Similar ideas were acknowledged by the famous economist Veblen (1899), in his book The Theory of the Leisure Class, who explains the concept of conspicuous consumption as the waste of money and/or resources by people to display a higher status than others. Luxury is concept related to status, ego and psychogenic needs; it is not necessary for survival. Luxury goods have always been associated with high quality, craftsmanship, uniqueness, creativity, exclusivity and innovation. Apart from these product attributes, the consumers also get the additional psychological benefits like esteem, prestige and a sense of a high status that reminds them and others that they belong to an exclusive group who can afford these expensive goods.

The overall sales of luxury goods in the year 2009 is expected to be more than US$150 billion and Asia contributes 10% to it. The concept of luxury is now not confined to only to Europe and US, the Asian subcontinent contributes majorly to it, with India and China as the newly emerging markets. Professor James Twitchell
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(2002) comments on the democratization of luxury and the changing consumer psychology These new customers for luxury are younger than clients of the old luxe used to be, they are far more numerous, they make their money far sooner, and they are far more flexible in financing and fickle in choice. They do not stay put. They now have money to burn. The competition for their attention is intense, and their consumption patterns-if you have not noticed- are changing life for the rest of us." Patrick Normand, managing director of Cartier (Middle East & South Asia), discusses the potential of Indian luxury market, The growth of India as a luxury products market, and its emerging potential is very obvious now especially as the economy is booming and there is a general positive sentiment towards global brands. According to the latest Asia-Pacific Wealth Report, there were an estimated 1, 23,000 millionaires at the end of 2007 in India, up 22.7 percent from the previous year; making it a huge potential market for the international luxury players. As per Forbes magazine (March, 2008), financial capital of India Mumbai-ranked seventh among worlds top 10 cities where largest number of billionaires resides. Still luxury market is at a very nascent stage in India. As discussed in Luxurion World 2009 in Mumbai, the Indian Luxury Market is estimated to be to be USD 4.35 billion and this forms only 2% of the global share. For an Indian owning a luxury brand would mean accomplishment. According to a study by American Express, Inside the Affluent Space, Indian consumer has a desire to prove that Ive made it. He is an aspirer and for him luxury is a reward, which is a mindset very different from a European consumer for whom luxury is an experience. India as a retail market is not uniform, especially when it comes to preference for luxury in terms of need fulfilment. Moreover, the market is not as mature as the European market where consumers seek fulfilment through experience. Few players have been able to fulfil the needs of the Indian luxury consumer. Since this segment of market remains untapped, huge potential lies in the same. Therefore, it becomes important to delineate the needs of the Indian consumer to target them better. To be successful in India as a retailer, it is necessary to gauge both, the financial potential as well as the mindset of the Indian luxury consumer. Localization of global luxury brands is essential to tap the huge potential of the diverse market. It requires understanding of luxury product market characteristics and developing the brands accordingly. This will help in bringing forth the right product offerings to the Indian consumer as well as targeting them better. Moreover, limited accessibility to luxury in
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India is a barrier to its growth and acceptability. There are several cities in India which have a huge potential for luxury which still remains untapped.

Luxury products are exclusive pieces of craftsmanship driving the aspirations of many but owned by a few. Luxury has different meanings for different people (Kate, 2009). To some consumers luxury goods provide a means to lifestyle, some adapt luxury to their lifestyle and there are still others who require these to make a statement of their wealth (Okonkwo, 2007). The perception varies with the maturity of the market and the exposure to which the consumers have been subjected.

The Message of Luxury These exclusive products can have the following impact on the psyche of the connoisseur: Rational Heritage, expertise, reputation; Quality of design, materials & manufacturing as well as experience and service Emotional Success; Confidence; Wealth; Elitism; Desirability; Indulgence; Pleasure & Reward All these aspects come into play when there is a combination of superior quality and premium pricing. It is premium pricing which limits demand and builds a sense of exclusivity and special aura which is imperative while promoting and marketing luxury products.

Luxury Retail Stores in India and Their Coming of Age Until a few decades ago, luxury retail was limited in India and was associated with the rich and upper-middle classes only. Today, with introduction of a large number of international luxury brands in the country, the face of luxury retail in India has undergone a dramatic transformation. Luxury is term mostly misunderstood to be beyond the common mans reach. But over the years, more and more luxurious goods are becoming necessities, not just for the rich classes but also for the middle class populations.

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Luxury retail has four important elements - quality, value for money, customer satisfaction, and creativity. For a luxury brand to be successful, it will need to fulfil and sustain these criteria on a long-term basis if it is to survive competition and remain in the market. Retailers often use the term luxury to signify their high-end expensive products for the users. The Indian luxury retail market is growing currently at a compounded annual growth of 25% meaning that consumers of luxury goods are increasing day by day in the country. In fact, India is the future destination for luxury retail brands across the globe. Many global luxury brands are planning for great expansion in India and Indian customers are more than ready to spend on these highend luxury brands. India is set to evolve in a major way if industry experts are to be believed. India has a huge population of young and fashion conscious shoppers who aspire and follow international lifestyles. Indians people have been travelling globally and they have great exposure to these international brands. They know that these international brands are famous for their quality, durability, and covetedness. India has the presence of most of the luxury brands of US and Europe which are getting more popularity and consumption of their goods among the people here. Luxury retail is not only limited to foreign brands but there are many Indian retail brands producing luxurious goods for the users. The niche retailing is getting more and more popular day by day and it is a sure indicator of the newest trend catching up with the needs of Indians. Middle class people who are getting huge rise in the disposable income is because of the booming IT as well as other sectors in India. Growth in income is the reason behind the increase in consumption of luxury brands and better lifestyle as well as convenient living and comfort of middle class people. Indian retail sector is on an upswing and luxury brands are getting more popular among the middle class people is a not doubt thing. The Indian retail sector is expected to grow from $400 billion to $700 billion as predicted by declared by Northbridge Capital. Todays retailers offer comfort shopping by becoming more active in offering consumers the world class experience. Retailers sense the new psyche of today generation and understand the pulse of Indian shopper who is price conscious yet ready to get the value for money in return of luxury brand and also the retailers are coming with good new product of reasonable price. Retailers allure
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customers with innovative new schemes in addition to comfort factor. There is no doubt that the Indians are increasingly getting hooked on the modern luxury retail environment. Luxury retail has great presence in Indian market and growth is expected in the coming years. When talking of the challenges and hindrances for the Indian luxury market it is believed that the international luxury brands need to take care of many aspects to ensure its future position in India. But there are still many challenges to overcome for the luxury retailers which are explained below.

Indians have become brand conscious over the time and now are ready to invest in the luxury brands yet the international retail has limited scope because of the presence of certain percentage of people who do not still see luxury as an important need.

Indian retail space has failed to match the international standards except for the five star hotels. This shortage of retail space exists because of the high rentals in the cities.

India still does not have any street which can be called high fashion street that like of New Yorks Fifth Avenue and Londons fashion streets.

Satisfying the customer is still a bit difficult for an international brand in India mainly because of the lack of services.

Despite of all these challenges experts and people still believe that Luxury retail in India has good future.

The real challenges of India's luxury retail market Asia's third largest economy growing at a rate of 7% and home to over 200.000 millionaires, India is one of the toughest luxury markets in the world. Lack of suitable luxury retail space

Indias largest cities lack suitable retail locations and creating shopping streets with appropriate environment, in terms of hygiene and location benefit for the retailers.

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Neighbourhood, security, cleanliness are the basic needs for a luxury retailer in India which are becoming a day dream. Recently, French luxury house HERMES opened a 3,000 square foot stand alone store in Mumbai, being thus the first international brand to open a street level store. With the occasion of the opening, the company's regional executive stressed that luxury stores should come out of malls and hotel galleries and open in the street. Hermes is a brand in a league of its own, which has always had a different approach to international expansion, both in the selection criteria and the type of real estate, always standing out among other international luxury brands. Customers would have to hassle through Mumbai's traffic jams and spend hours from one location to the other one.

To avoid the hindrance of the retail space all the luxury retail shops are to be at a place or very close to each other. So, that customer wouldnt have hassles to travel from one place to another place. Limitations of Foreign Investments

The legislation limited the direct foreign investment, international companies being obliged to form a joint venture company with a local partner in order to operate in India. This shows a lot of dissatisfaction in the global luxury market to enter into India. Following disappointing performance, some of the major international luxury brands, such as Gucci, Armani or Burberry have terminated joint venture with major retail companies and have instead formed a company, still with a local entity, as a formality, and operating directly. However, the majority of the brands such as Zegna, Canali, Salvatore Ferragamo, Jimmy Choo, Brioni etc continue to operate through franchising with one of the local major luxury retailers: Genesis, Reliance, Blue Clothing and DLF. Joggling with several brands, most of the local luxury retails have been unable to ensure a high quality of customer service, similar to the international locations of the respective brands. Their lack of expertise and experience in buying also resulted in an unsuitable representation of the collections of the respective brands, wealthy Indian consumers finding a limited range of products as well as a lack of selection in sizes. The fact that taxation leads to prices of luxury goods in India to be at least 20 or 25%
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higher is an important aspect, however not as crucial as customer service and buying expertise. Luxury Retail Soars High in India & the Road Ahead India is poised to become the fifth largest consumer market for luxury and premium products in less than 15 years and that is not a long way off. The luxury market in India is growing and experts say, by 2015 a quarter of the luxury market will be between India and China. And the growth will continue to rise as disposable incomes grow.

Between China and India you are looking at a quarter of the global luxury market in 2015.The growth in India between 2015 and 2020 will become even larger as more people come into the consumption curve. Nine million households will be targets for luxury or near luxury consumption. Nearly 42 per cent of Indias wealthy households are in Delhi and Mumbai. Indian consumers really care about brands. Almost 22 per cent of Indian consumers try foreign products and brands, said Laxman Narasimhan, Director, Mckinsey.

With the Indian luxury market estimated to touch $30 billion mark by 2015 and the country aiming to become the worlds fifth largest consumer market by 2025, this conference surely struck the right chord in its target premium segment of a rapidly growing economy India today produces a large proportion of handcrafted goods to the world and their market share is steadily rising. Foreign buyers dont look at India as a cheap source of supply. They think of India as a unique source of supply, pointed out Sunil Sethi, President, Fashion Design Council of India (FDCI).

Nearly 3,000 Indian fashion designers with their prt weeks are ready to capture the world. In mens fashion week, we are the fourth in the world. India is a world class supply base. Many things in India become luxury just because they are branded. Todays luxury is about scale. Its high time India has a luxury brand of its own .

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Undoubtedly, the Indian market is quite stratified and income is a big driver of this stratification. Without wasting any time to react on the Indian Governments decision of allowing 100 per cent foreign direct investment (FDI) in single-brand retail, luxury and premium brand retailers have announced their expansion plans in Indian markets. Where on one hand the luxury electronics and car segments registered a growth of over 35 per cent, fine dining grew by almost 40 per cent in 2010. Apparel and accessories, watches and personal care also witnessed a substantial growth rate, between 24-30 per cent. Undoubtedly, the Indian luxury and premium goods market is evolving more rapidly than most of us had foreseen. A report by CII-A.T Kearney revealed that the luxury and premium brands market in India grew at a healthy 20 per cent during 2010 thereby reaching a size of US$ 5.8 billion. It further stated that this specific market stood at a value of US$ 4.76 billion in 2009 and is anticipated to be worth US$ 14.7 billion by 2015. Luxury and premium products have grown the fastest at 29%, well above expectations of 23%. Jewellery, electronics, cars and fine dining have grown beyond expectations, while apparel, accessories, wines and spirits have continued their robust growth. Real estate and yachts have remained more or less flat due to high prices/expectations of a correction and the absence of marine infrastructure respectively. The CII-A.T Kearney report suggests that in all categories, market leaders have grown well beyond the category growth. Skepticism is being replaced by an increasing sense of buoyancy, optimism and promise in the future potential of the market. Consumers are accepting and adopting global trends much faster than anticipated. Digital and social media have made it possible for companies to connect with the once hard-to-reach Indian consumer. Overall, the report estimates that we are likely to see continued investment in the Indian luxury and premium goods space. A few market making moves by leaders in this space will help exponentially increase growth. Based on industry interviews, sentiment seems to be positive and the general opinion is that India is likely to remain insulated from the impending global downturn. The Indian luxury and premium brands sector seems set for growth of 20 per cent in the year ahead.

Analyzing Indian Luxury Market :

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Luxury brands in India will not necessarily attract the top Indian billionaires, the least those who are also well known. The fact that business media highlights cases of high profile billionaires shopping abroad does not mean that the Indian luxury market is failing. The top billionaires will most likely continue to shop abroad, looking for tailor made or limited edition exceptional pieces, most of their piers enjoying most of their lifestyle in the major capitals of the world. International luxury brands must understand that, despite its size, India cannot be treated similarly with other large markets such as China. India has a huge cultural heritage in clothing, jewellery and accessories dating back centuries, with very high quality manufacturing and raw materials as well as original design. More and more luxury brands have recognized the importance of creating Indian inspired items, such as limited collections to show connectivity with the taste and lifestyle of the locals. It is, in a way, showing respect towards India's cultural heritage and traditions. Hermes announced the creation of a

sari made in France which will be exclusively available in India. A matching blouse could be made to measure at the Mumbai store at an additional cost. Luxury house Bottega Veneta recently launched its limited-edition "Knot India" clutch, which blends conventional embroidery with a signature Bottega weave and has "India" embossed on a sterling plate inside, just below "Made in Italy." Italian luxury men's fashion brand Canali has designed a "bandhgala" (closed neck) jacket specifically for the Indian market, inspired by jackets worn by India's first prime minister, Jawaharlal Nehru. Showing respect and understanding of the local culture is the only way international luxury jewellery brands will succeed in India, a country known for its high end jewellery, especially gold and diamonds. Emphasizing the use of local precious metals and stones could also be an additional factor to break through on the Indian market. One of the sectors which India has never had any tradition is watches, hence the huge success of luxury watches in India. E-commerce Electronic commerce, commonly known as e-commerce or e-comm, is the buying and selling of products or services over electronic systems such as the Internet and other computer networks. Electronic commerce draws on such technologies as electronic funds transfer, supply chain management, Internet marketing, online transaction processing, electronic data interchange(EDI), inventory management systems, and automated data collection systems. Modern electronic commerce typically uses the
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World Wide Web at least at one point in the transaction's life-cycle, although it may encompass a wider range of technologies such as e-mail, mobile devices and telephones as well. Electronic commerce is generally considered to be the sales aspect of ebusiness. It also consists of the exchange of data to facilitate the financing and payment aspects of business transactions. E-commerce can be divided into: E-tailing or "virtual storefronts" on Web sites with online catalogs, sometimes gathered into a "virtual mall" The gathering and use of demographic data through Web contacts Electronic Data Interchange (EDI), the business-to-business exchange of data E-mail and fax and their use as media for reaching prospects and established customers (for example, with newsletters) Business-to-business buying and selling The security of business transactions

Business models across the world also continue to change drastically with the advent of e-commerce and this change is not just restricted to USA. Other countries are also contributing to the growth of e-commerce. For example, the United Kingdom has the biggest e-commerce market in the world when measured by the amount spent per capita, even higher than the USA. The internet economy in UK is likely to grow by 10% between 2010 to 2015. This has led to changing dynamics for the advertising industry. Amongst emerging economies, China's e-commerce presence continues to expand. With 384 million internet users, China's online shopping sales rose to $36.6 billion in 2009 and one of the reasons behind the huge growth has been the improved trust level for shoppers. The Chinese retailers have been able to help consumers feel more comfortable shopping online. eCommerce is also expanding across the Middle East. Having recorded the worlds fastest growth in internet usage between 2000 and 2009, the region is now home to more than 60 million internet users. Retail, travel and gaming are the regions top e-Commerce segments, in spite of difficulties such as the lack of region-wide legal frameworks and logistical problems in cross-border
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transportation. E-Commerce has become an important tool for businesses worldwide not only to sell to customers but also to engage them. It is no surprise then that India is on the radar of all global luxury and premium brands. The figures are so exciting that it is difficult to ignore them. Indian retailers and consumer durables companies are joining the web bandwagon with India's online shopping industry registering a phenomenal growth of almost 100 per cent annually. India has more than 80 million internet users, out of which around 8-10 million transact online (which is approximately 11% of the 80 million internet users in the country), and the statistics are growing every year, as per the confirmation provided by Google. Indeed it has been predicted that 39 million internet users will be doing online transactions by 2015. Moreover, 15 per cent of the total marketing budget of Indian companies has been reserved for online marketing. Furthermore, the Indian online retail industry would register an annual growth rate of 35 per cent to increase from the current size of Rs 2,000 cr. (US$ 385 million) to Rs 7,000 cr. (US$ 1.35 billion) by 2015, according to a leading industry body.

The current US$ 10 billion Indian e-commerce market is expanding exponentially (it grew 47 per cent in 2011 to reach the present size) as rising internet penetration is making customers buy more and more products online. Investors are also betting high on this industry. They poured around US$ 200 million into Indian e-commerce startups in the last couple of years. Retail brands are expected to bring a great transformation in online space. Internet and Mobile Association of India (IAMAI) expects online advertising to increase by 30-40 per cent in 2012 as a result of the increased internet usage by the concerned retailers. Internet Usage in India: The internet growth in India has moved in the fast lane, especially due to the onslaught of low-cost Smartphone devices and the resultant mobile internet boom. Moreover, the internet boom is likely to continue its good run as the high-speed 3G services penetrate further into rural areas. In fact, India has plans to embark on advanced 4G mobile services by 2012.
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According to Internet in India (I-Cube) 2011 report, the number of claimed internet users in India has crossed the landmark 100 million mark in September, at 112 million users (88 million urban + 24 million rural villages) who have used the internet at any point in time in the past.

Of 112 million claimed internet population, 90 million users have been active internet users who have accessed internet at least once a month. Further the IAMAI report indicates that the positive internet momentum is likely to continue into December 2011 to notch a higher 121 million claimed internet users mark, largely driven by youngsters in India including school going kids. While urban metro areas are at forefront in terms of internet growth points, the smaller towns and non-metros have shown a considerable grouped dominance over the top 8 metro cities.

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Amongst top metro cities, Mumbais claimed internet users stood at 8.1 million, followed by 6.2 million users in Delhi and NCR and 3 million internet users in Kolkata. Going by the age segment, the Generation Y dominates the scene in terms of internet usage pattern, with more than three-quarters of internet population driven by young men (27%), school (21%) and college (27%) going kids. The rising segment of school kids is mainly driven by new generation e-learning services and educational information available on the Web.

Indias e-commerce market was worth about $2.5 billion in 2009. About 75% of this is travel related (airline tickets, railway tickets, hotel bookings, online mobile recharge etc.). Online Retailing comprises about 12.5% ($300 Million as of 2009). India has close to 10 million online shoppers and is growing at an estimated 30% [8] CAGR vis--vis a global growth rate of 8-10%. Electronics and Apparel are the biggest categories in terms of sales.

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The India retail market is estimated at $470 Bn in 2011 and is expected to grow to $675 Bn by 2016 and $850 Bn by 2020, estimated CAGR of 7%.India e-tailing market in 2011 was about $600 Mn and expected to touch $9 Bn by 2016 and $70 Bn by 2020 estimated CAGR of 61%. India Inc. may have been slow to catch up on the advance e-commerce trends of the Western world, but it has made one grand entrance. Currently, the e-commerce industry is growing at an annual rate of 70 per cent. According to the market research firm Juxt, 30 per cent of the total number of 61 million active internet users, like to shop online.

As of 2011 the total value of this industry stood at a whooping INR 47000 crores. Analysts predict that this upward swing will continue over the next few years too. If you are a small business operator who wants to jump aboard the e-commerce bandwagon, this might just be the best time to do so. With consumers becoming more internet savvy by the day, it is sensible and also cost effective to make a foray into digital commerce. Here are some figures and facts that can help you make the right choices about e-commerce

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Sector Specific Growth

According to the Internet and Mobile Association of India (IAMAI), as of 2010, the ecommerce market share comprised of five major sectors. These sectors were mostly in the business to customer domain, specializing in selling both products and services online. The five main sectors identified were: Online Travel 80 per cent E-Tailing- 6.48 per cent Financial Services- 6.31 per cent Other Online Services- 5.09 per cent Digital Downloads- 2.12 per cent

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1.3 NEED OF THE STUDY To promote the Luxurion world on social media marketing and analyzing the data of visits of the website depends upon marketing of the website. 1.4 SCOPE OF STUDY To analyze the data obtained from the Google analytics about the visiting of the site depends upon the SEOs and SEMs.

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2. Company profile Introduction

MultiNet Group of Companies The MultiNet Group of Companies was first started in Mumbai (India) in 2000 by Mr. Vinod Gupta with the aim of providing consultancy services to the Corporate and Business World both in India and abroad. The organization in association with Maharashtra Economic Development Council (MEDC) (An Apex Body for the Trade Associations and Chambers in Maharashtra) and Government of Maharashtra has been promoting and facilitating various trade and developmental related activities and have been creating interactive platforms for the State of Maharashtra. Various national and international conferences, seminars & exhibitions have been organized to facilitate the entry, growth and expansion of national and international organizations wishing to explore as well as conduct business with India. In addition, the MultiNet Group of Companies has established close linkages with various trade bodies, chambers of commerce as well as export councils and has strong connectivity with over 100,000 organizations in India and abroad.

Launched in 2009 by the MultiNet Group of Companies, Luxurion World is Indias first portal exclusively dedicated to premium and luxury Goods, Assets, and Services. Indias First Luxury event Luxurion World 2009 encompassing an Exhibition and Conference was organized by us in association with Maharashtra Economic Development Council (MEDC) (An Apex Body for the Trade Associations and Chambers of Commerce in Maharashtra) and supported by Government of Maharashtra. In short, this event brought together all luxury stakeholders under one roof, thereby facilitating the holistic growth and expansion of the luxury segment of the economy.

2.2 Mission
To Provide the luxury products and information to all the customers and become leader in the e-commerce for luxury products.
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2.3 Vision
To be the most sought after organization in her operating areas in 21st Century. To keep competing with her own standards on year-t-year basis and achieve high growth and high profitability with sound business principles such as: Creativity Fairness to all People orientation Creditworthiness Long-Term Perspective Growth for all Reputation Integrity & Honesty Risk & Rewards

Profile Of the Founder: Mr. Vinod Gupta is a professionally qualified Marketing person, having obtained a post-graduate qualification from the Jamnalal Bajaj Institute of Management Studies in Mumbai. In addition, he is a serial entrepreneur with diverse experience and has been operating in Maharashtra for more than two decades. He is also the Founder and Chief Executive Officer of the MultiNet Group of Companies.

Mr. Gupta has been attached to the Maharashtra Economic Development Council (MEDC) as the Hon. Vice President-International since 2005 onwards. In this specific capacity, he has been creating a series of platforms to promote the developmentrelated activities for the State of Maharashtra where MultiNet Worldwide remains an associate partner. Golden Maharashtra, so far has been the biggest platform conceptualized and executed by Mr. Gupta. This platform was launched to celebrate the journey of 50 glorious years of Maharashtra and shall continue to get organized regularly. The Golden Maharashtra brand shall focus on the holistic development of the State of Maharashtra and is being supported by the Government of Maharashtra extensively.

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Furthermore, Mr. Gupta is closely associated with various trade organizations in India and abroad as well as with leading corporate houses and members of the bureaucracy and the Government in India.

Advisory Board for Luxurion World

Dr. Samuel Berthet, Director, Alliance Francaise de Chittagong, Bangladesh

Dr. Jean-Joseph Boillot, President of Euro-India Economic and Business Group, Paris, France and Former Economic Counsellor to the Embassy of France in New Delhi

Pradeep Chandra, Photojournalist, Mumbai, India

Rajeev Gupta, Director, Macquarie Capital Securities, Singapore; Co-founder of ClubGecko.com; Director of 2 Palms Mining Corporation

Brian Hayes, Special Envoy to India, Government of South Australia, Adelaide, Australia

Joseph Koch, Former Trade Commissioner of Switzerland to India and Businessman.

Dr. Michael Koeberlein, Energy Issues Specialist, Federal Ministry for Economic Cooperation and Development, Bonn, Germany and Former Director of Heinrich Boll Foundation (HBF), New Delhi.

Paolo Pascetta, Strategic Management and Planning, Strategy & Integration Office, Headquarters USACE, US. Department of Defense, Washington DC, USA

Dr. Abdul Quader Shaikh, Senior International Economist and Regional Coordinator for Africa, Middle East and South Asia & Director of India Business Center, U. S. Commercial Service, U.S. Department of Commerce, Washington DC, USA.

Parthip Thyagarajan, Co-founder & Editor of WeddingSutra.com (India) Private Limited, Mumbai, India
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Classification Of Products: Indian Luxury:

Luxurion World will encompass an exclusive and diverse array of products, services and assets from the luxury and premium sector with a focus on India. From the promotion of elegant sarees, unique crafts, intricate jewellery pieces to designer ghagras and cholis, exquisite fragrances, unique home dcor, gourmet products, iconoclastic footwear, crafts and soulful artworks et al., you will be taken into an enticing, magical and pleasurable journey where you will be treated to a feast of luxury and premium products from India.

India has tremendous diversity as far as the availability of luxury and premium goods are concerned. We can simply marvel at the fact that each and every area of our country has produced some specific product which will be exclusively available on Luxurion World.

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Global Luxury:

Global luxury and premium goods and services will also be marketed on Luxurion World. Renowned International brands of all kinds of products, ranging from elegant suits, cosmetics, fragrances, home dcor, scarves, bags et al., will be shared with our connoisseurs on Luxurion World. Indeed this site will offer luxury connoisseurs and high net worth individuals unprecedented access to an exciting and exquisite range of international luxury and premium products and services online.

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Luxury Services:

The finest and most opulent experiences will be offered to our connoisseurs on Luxurion World. Indeed we will provide you with sybaritic experiences and indulgences, ranging from luxury villa rentals, private jets and yacht charters to other exclusive lifestyle experiences. Indeed you will be transported to an epicurean world marked by extravagance, elegance and grandeur as well as receive the unique opportunity to enjoy exotic locales and leisurely breaks at luxury havens, boutique hotels, getaways and resorts in India and abroad. Furthermore, you will be able to savour the best cuisines in India and globally as well as avail of unforgettable services which have been specially customized for you in order to ensure the further gratification of your senses such as relaxing and rejuvenating spa treatments and many more.

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Luxurion World Information Portals: Trivia: Trivia is a blog started by luxurionworld to discuss about the facts, quotes& beauty tips of the celebrities who are known as luxury people, which always creates a good opinion to all its fans. It is an encyclopaedia for the many of the fans who want follow their celebrities.

BUZZ: Buzz is blog which discuss about the trend of the youth. It is a mix of gossips, facts, news which are very much interested by the people to know more about the luxury like from the fashion shows to the new release of the movies of the luxury heros. Buzz is always a buzzer in the internet as it already made a good response in the internet catching around 2000 visitors per day.

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ICONS: Luxury Icons is the e-commerce magazine started by the company which gives brief of the celebrities in detail when compared to the trivia. It is a fort-night magazine and in each article only 2-3 celebrities are selected.

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Luxury Blog: Luxury Blog was our founders Mr. Vinod Guptas blog in which his personal analysis for the luxury market and e-commerce market is discussed.

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3. Description of the business problem

3.1 Description Of Work Assigned: Luxurion World is a new website for a defined market and target audience, they need promotion of the website and social media promotion is quite viral where we can easily reach our target audience without much effort. As social media marketing is the emerging marketing strategy for every company (especially for e-commerce companies). We have to work on the social media marketing strategy for the websites on the different social media platforms. 3.2 Description Of Work Carried Out: As a social media marketer first I need to study the different social media websites, design a strategy on each of the website based upon the limitations of the website, target audience on the website, frequency of the target audience of the website, timing of the target audience.We followed inbound internet marketing strategy. Inbound marketing is based on the concept of earning the attention of prospects, making yourself easy to be found and drawing customers to your website by producing content customers value. Blogs, podcasts, video, eBooks, enewsletters, whitepapers, SEO, social media marketing, and other forms of content marketing are considered inbound marketing. In contrast, buying attention, cold-calling, direct paper mail, radio, TV advertisements, sales fliers, spam, telemarketing and traditional advertising are considered outbound marketing. David Meerman Scott recommends that marketers "earn their way in" (via publishing helpful information on a blog etc.) in contrast to outbound marketing where they "buy, beg, or bug their way in" (via paid advertisements, issuing press releases, or paying commissioned sales people, respectively). The term is synonymous with the concept of permission marketing, which is the title of a book by Seth Godin. The inbound marketing term was coined by HubSpots Brian Halligan, in 2005. According to HubSpot, inbound marketing is especially effective for small businesses that deal with high dollar values, long

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research cycles and knowledge-based products. In these areas prospects are more likely to get informed and hire someone who demonstrates expertise. In one case inbound marketing was defined by three phases: Get found, Convert and Analyze. A newer model illustrates the concept in five stages. 1. Attract Traffic 2. Convert visitors to leads 3. Convert leads to sales 4. Turn customers into repeat higher margin customers 5. Analyze for continuous improvement SEO: Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in a search engine's "natural," or un-paid ("organic" or "algorithmic"), search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines. As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content and HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic. The acronym "SEOs" can refer to "search engine optimizers," a term adopted by an industry of consultants who carry out optimization projects on behalf of clients, and by employees who perform SEO services in-house. Search engine optimizers may offer SEO as a stand-alone service or as a part of a broader marketing campaign. Because effective SEO may require changes to the HTML source code of a site and site content, SEO tactics may be incorporated into website development and design. The term "search engine friendly" may be used to describe website designs, menus,
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content management systems, images, videos, shopping carts, and other elements that have been optimized for the purpose of search engine exposure. Search Engine Optimization (SEO): SEO is essentially a way to improve your sites overall ranking and access when searches are performed. SEO helps to ensure your site is accessible to a search engine and improves the chances that the site will be found by the search engine (Sullivan, 2009). This is accomplished through modifying their site codes to make them more relevant. Sites can modify their title tag, meta-tag, heading tags, links and other areas on their page to ensure the search engine algorithm gives their page a higher score in comparison to other pages (Porter, 2007). Pay per click (PPC) or paid listings: The pay per click programs was the primary money maker for search engines (Janson, 2007). PPC works by marketers bidding on keywords that correspond to their Web site. The highest bidder receives the top advertisement position when users search for that particular keyword. Popular key words can be very pricey, cost near $10 per click. Every time a consumer/searcher clicks on that ad, the marketer gets charged (Porter, 2007). Some search engines will make it easy for the user to determine which search results are natural and which are paid, while others mix the results, making it more difficult for users to determine which are paid search results sometimes also called sponsored search (Sullivan, 2002). Key word-related banner advertisements: Key word-related banner advertisement was one of the earliest forms of SEM, and is still widely used today. Rather than showing as the results of a search as the PPC does, when key words are searched a banner advertisement (generally either at the top or along the right side of the page) appears for your company or Web site. Again, like PPC you bid on how much youre willing to pay for key word searches (Sullivan, 2002). Paid Placements: Paid placements are similar to the Key Word-related banner advertisements discussed above with the exception of the results show in a sponsored links section. Rather than an advertisement the results show as a related link of sponsored Web sites. This can be a faster way to obtain visibility. In some scenarios search engines like Google will crawl through the content of sponsored sites and place them in the sponsored margin based on the content. Advertisers should know that users trust the

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editorial section much more than the sponsored links section so it may not be as effective as the SEO techniques of SEM (Porter, 2007).

Paid submission/paid listing for regular updates: This process is generally used in conjunction with other forms of SEM. This is just typically an agreement made with the search engine to perform regular updates and helps to ensure the Web sites URL is added to the search engines index and regularly updated. This really helps the users Web site stay near the top of a search (Porter, 2007). Pay Inclusion: Marketers pay a flat fee to be guaranteed inclusion in a search engines natural listings. As of 2007 Yahoo! was the only search engine to offer this service.

All of the above methods are currently used strategies for SEM. Some are utilized alone while others are used in combination. These methods are the most commonly known and used as of right now, but are not all inclusive of what currently exists or what is to come in terms of SEM. As the internet and search engines continue to grow and evolve new forms of SEM will undoubtedly arise and potentially become the new standard. Many SEM tools exist that can help a business or Web site maximize their internet marketing. Some tools are completely free and highly available. Many of the existing tools target SEO and ways to optimize your key words to improve a sites natural listing rank. This section focuses on keyword research tools that exist, search analytics tools, search engine rank checkers, link analysis tools and PPC tools.

Keyword Research tools: Keywords are critical to any search so this is often the first step taken in an SEO campaign. Four existing tools are: Google AdWords Keyword Tool This tools estimates search volumes and shows them in numbers rather than graphs. Being that Google is the largest of the search engines by far they also possess the most compiled data. SEO Book Keyword Tool This comprehensive and free tool will give estimated daily volume of searches for each of the major search engines along with a total volume estimate. The format of this tool also makes it easy to import into Excel or Access for further analysis.
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Google Traffic Estimator This tool tracks and estimates the number of clicks that a particular keyword would get at a particular bid price. It also estimates cost of using that at varying cost per click options. Microsoft Ad Intelligence Unlike many other tools that use estimates this tool utilizes actual search data .Microsoft also has formatted it to seamlessly work with Excel. All of these tools are available and can assist a marketer in knowing which keywords they can include in their Web site which will boost their natural listing ranking. These tools are considered to be SEO tools as they are solely there to be used to optimize your keyword usage and knowledge (Wall, 2008).

Search Analytics tools: Search analytics tools give a business the knowledge and information to refine their strategy based on what is working and what is not. A few top tools are: Google Analytics This tool is very robust as well as free. Google has compiled a lot of data and this tool has many options. The idea is to provide information on what words and techniques are successful as well as analyzing online traffic. If any, the one downfall with this product is Google might be tracking your inquiries and analysis and sharing it with others. Clicky Clicky is an inexpensive web based analytics tool to help aid in determining the success of searches using your keywords. Mint Mint is very inexpensive and runs right off of your server (one time $30 licensing fee). It offers real time data however is not quite as feature rich as the previous two tools. Search Analytics tools can help organizations to determine their traffic and searches based on their keywords. Better knowing how and where the traffic is coming from can help a business to better utilize searches to bring more potential customers to them (Grannis & Davis, 2008).

Search Engine Rank Checkers tools: Search engine rank checkers will tell a business or web site where other web sites rank for certain key words. These tools can help organizations to identify if weighting of certain things are changing such as
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domain authority, anchor text and related words. There are a couple such SEO tools available including: SEO Book Ranking Checker This is a Firefox extension and it will allow you to track where an organization rank in different search engines for different key words. This is a free tool. Advanced Web Ranking At a fee starting at $99 this tool will track an organization ranking over time and can work with hundreds of search engines including foreign ones. Search engine rank checkers are a tool to help a web site understand where they rank for different searches. Utilizing such a tool can help a user to find better ways to use words or phrases in conjunction to boost rankings (Grannis & Davis, 2008).

Link Analysis tools: Link analysis tools help to track link strategies and what links are most frequently clicked and from where. Some existing tools are: Yahoo! Site Explorer is more in-depth than the Google and Microsoft Link tools. It provides data on inbound linking, links that direct users/consumers to a web site. Google Blog Search Tracks linking from blogs to a web site. Google Webmaster Central This allows a firm to download a listing of links pointing to a web site. With this tool firms are able to find those links that are not as heavily utilized and ask those with the links to use a more specific anchor text. SEO Link Analysis Works in conjunction with the Yahoo! Site Explorer to add data regarding links which are not represented using Yahoo!. Zenu Link Sleuth This tool looks for broken links by searching other web sites as well as identifies documents that are no longer online. This helps firms to keep their links and site up-to-date and maximize their potential traffic. Advanced Link Manager This software tracks your competitors backlinks.
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Links are often the source of the majority of traffic your site receives. Ensuring that your links are not broken, and links to your site are in the appropriate location is a definite way to boost awareness about and traffic on your web site, thus potentially improving profits (Grannis & Davis, 2008). PPC tools: Pay per click tools run a variety of purposes but are all focused on improving and maximize your ranking and ultimately your number of clicks. Such tools include: Google AdWords Editor This free tool allows users to easily edit their AdWords campaign in bulk . Google Website Optimizer Another free tool from Google that makes it easy to test and improve your landing page/ranking. Speed PPC This somewhat expensive ($499) tool allow he user to cross reference ad-campaigns and landing pages for geographical targeted keyword combinations. PPC Tool Suite These tools offers a host of free tools including keyword list generators, typo generator and an ROI calculator to help in you keyword and SEM strategy decisions. The PPC tools above are only some of the many available. These tools are geared towards providing information to the business /web site to aid in the SEM campaign (Grannis & Davis, 2008). As evident from the list above many tools exist to aid in a successful SEM program. Many of these tools are either free or low cost to use.

A business can take advantage of these tools to help maximize their web traffic; SEO is really the purpose of these tools. Businesses can track which key words produce the most hits, track what words and phrases are working and which are not, maximize the usage of links to their site and find out how to best plant links out on the web. Fixing broken links and eliminating out of date document links can also help users to find your site more beneficial thus upping overall satisfaction. These tools are available from the novice marketer to the large web marketing firm and provide some evident

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benefit at little or no cost. By effective use of resources available a business can definitely boost the number of visits to their website.

Research indicated that in 2010, 45% of search engines marketers used Web analytics and key word bid management tools as part of their SEM strategy, up from 19% in 2005. These survey numbers indicate that marketing experts and markets recognize the importance and the potential benefit of utilizing these SEM tools to help better their online marketing strategy and campaign. One other survey indicated that over half of all online marketers manage their own SEM efforts rather than using an agency for SEO.

After designing the strategy for each website separately, discuss with the company about the strategy and convince the company for the plan designed. Once the plan is accepted, for the execution of the plan forming a team of the creatives, explaining them the strategy and them asking them to make the designing according to it and publishing it on the pertaining website. After publishing, the response of the activity is recorded and is discussed in the core meeting which happens every week for the feedback of the work happened in the week. Weekly reports of each and every activity, virality of the post are discussed and the improvements will be noted.

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First we designed strategy for the facebook, which is well popular for our target audience and upcoming target audience. For this we have designed the facebook page of the company with all the logos and mission, vision statements. According to the our research we came to know that at least 5 posts per day is required for a page to keep active and to increase the fans on our page. We observed the different ecommerce web pages like flipkart, Retail India mart, fashion for you , rock .in. etc and made a strategy. We posted our weblinks of the Buzz, Trivia, Luxury blog and observed the response of the fans.

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It was increasing daily but a slower pace, then we re-designed the strategy instead of posting the links we photos, as photos are having more attraction and it is gaining the more response of the people and the new strategy is as follows.

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As picture is highlighted more in this scenario, we had more fans to watch and even the virality of the post has almost doubled. Even we tagged the celebrities in the photos with their fan pages, associates, movie pages, activity pages etc which multifold our reach for each post. We got around 400500 views for each post which was somewhere 100-200 for post earlier.

After reaching a certain fan base now we designed the QR code based posts which are increasing the mobile users on the WebPages. We designed the post with product image and the QR code which will directly land on the pages of the product.

After that we started using the PPC(Pay Per Click) of the facebook marketing, Where we have define our target audience with the selected demographics and the ad was promoted on the facebook.

We conducted the Quizzes on the facebook in order for 2-way communications.

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After the facebook, we concentrated on the twitter of luxurionworld as our research found much of the target audience was on the twitter after facebook and followed the same strategy by promoting our blogs to create the traffic and after that we used the QR code based pictures to generate the traffic on to the website.

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We have next started a youtube channel where we have uploaded our client videos to generate more traffic and the links are given on the all the networking sites of the company. We have used the digg, stumbleupon websites to generate the traffic on to web blogs (Buzz, Trivia, Luxury Blog). Our research showed that many high profile people like to share the blogs on the digg, stumble upon, delicious after reading it and even recommend to their friends. So, we provided the option for sharing with their friends easily through word press gadgets.

We used all the interactive icons of all social networking sites in order to make more virality.

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We observed the importance of the SEOs influence on the website and started developing the SEOs for the website products and we designed a separate slot for the SEOs and Metalinks and developed it. Due to which the visits for the sites were increased even if didnt post on the social networks.

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3.3 Limitations and Constraints Experienced: Company was new and they are very rigid for acceptance for new thoughts. Convincing them for the youtube channel and uploading of vendors videos is really a big challenge. Even the vendors feared to give their corporate videos and regular videos as it is a new site. Convincing the management for the facebook and google adwords is big issue as they are not seeing any ROI. After showing them the ROI after the first week they are happy and are ready to give more funds for the advertisements on the social networking sites. As Internet marketing is dynamic understanding the rules of the takes a lot of time and need lot of time studying many web pages, blogs, books. Internet marketing is not taught in the college which lagged me many times in terms of taking dynamic decisions. Some different software companies like hubspot, social media examiner etc are ready to provide solutions and guarantee us the traffic with good ROI, but still management was not ready to take this step. Things in the company are a bit slow due to communication gap between the co-workers.

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4. Conclusions And Recommendations

4.1 Observations & Learnings

Objective: To Find out which is most powerful for a website marketing SEO or SEM

Hypothesis:

Null Hypothesis: Both SEO & SEM are not at all important for customers to visit the website. Only content of the website is useful.

Alternative Hypothesis: SEO & SEM are necessary for the customers to visit the website.

Research Methodology: By analyzing the data of number of visitors visit the site from the Google analytics. Our site got integrated on the Google analytics which gives the data in all perspectives. We are taking the data of number of visitors and analyze it.

In the Google analytics even the blogs, social media networks can also be integrated and we get the information that number of visitors came to visit the website through Referral links.

Before going into detail research, we should know certain terminology of the Google analytics.

Direct Traffic: The information in this report lets you see which of your URLs are the most popular destinations for direct traffic: which URLs people can easily remember (e.g., google.com), which addresses appear most often in auto-completion, or which of your pages are bookmarked the most.

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Knowing which pages visitors go to directly gives you an opportunity to design those pages so they accurately and quickly address visitors' needs. For example, if you sell clothing and your new-arrivals page is a popular destination, you want to be sure the content is always fresh, and you want to provide easy access to the full department represented by each new item. Who wants to see the same items week after week on a page that is supposed to represent the cutting edge of your inventory? And if you're featuring a new raincoat or bathing suit, you want to let visitors also easily see your whole line of raincoats or bathing suits. If visitors go directly to pages deep within your site, you want to include links back to your home page, and to the topmost page in that part of the hierarchy. Use the Ecommerce tab to see the revenue and transactions associated with specific pages in your site. If a page has a low number of visits but generates a lot of revenue, you can make that page more visible or more easily accessible. Conversely, you may find that a page you expect to generate a lot of revenue actually doesn't, despite being a popular destination. In this case, you have an opportunity to rethink the design or content of that page Referral Traffic: The information in this report lets you see which domains (and pages in those domains) are referring traffic to your site, how much traffic they're referring, which landing pages are the most popular referral destinations, and the extent to which those referred visitors interact with your site. If you're trying to build a traffic stream from referrals, you want to know which domains are successful sources. For example, if you're posting videos on YouTube in order to raise brand awareness, you want to see whether those videos are driving visitors to your site, and consequently whether youtube.com shows up as a top source of referrals. This report lets you see traffic levels from expected sources, but also lets you see whether there are unexpected sources, such as a product review or news story you didn't know about, or a popular blogger who discovered your site.

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If you want to investigate a traffic source, you can click a source domain to see the specific pages in that domain that are driving traffic (Referral Path). You can append the referral path to the domain name to visit the referring page in order to see the context in which your site is linked. You also want to know where on your site visitors are arriving as the result of referrals. View data in the t able by the Landing Page dimension to see these URLs. Links from referring sites are often to pages deep within your site, rather than to your home page, so you want to be sure those pages serve the overall purpose of your site. For example, if a landing page is deep within your site, you want to provide links back out to top-level pages, along with visual or textual reinforcement of the overall purpose of your site. Search Overview: This information also applies to the Organic Search Traffic and Paid Search Traffic reports. Paid search includes AdWords traffic, as well as paid traffic from other search engines. This report lets you see a breakdown of organic vs paid search traffic (Traffic Type), along with the search engines, keywords, and campaigns (Source) that are sending traffic. While organic search may drive many times more traffic to your site than paid search, you can use this report to see the quality of traffic driven by each method. For example, if you look at Site Usage statistics, you may see that organic search delivers 20 to 30 times the number of visitors, but those visitors view only half as many pages and have twice the bounce rate. And when you look at Ecommerce statistics, you may see that visitors from paid search have a much higher rate of transactions, along with a higher average value per transaction, and a higher dollar value per visit. If you find that your visitors who arrive via paid search represent a significantly higher value customer, that may be an argument to invest more in paid search. You can test whether paid search contributes to the level and type of traffic you want by gathering data from periods when you run paid-search ads and comparing that to

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data from periods when you don't run those ads. You can also experiment with turning AdWords keywords on and off to see whether theres a resulting change in traffic. Look at the different search engines (sources) that drive traffic to your site to determine where you want to invest your resources. For example, if you're getting an overwhelming amount of visitors and revenue from a particular search engine, that's an obvious source of profitable traffic and an area in which you might want to make further investment; but you might also find another search engine that delivers only a few visitors, but ones who represent a very high Per Visit Value. In this latter case, you might want to increase your spend in that area to drive more of those high-value visitors to your site. Understanding which keywords drive visitors to your site and which of those keywords generate the most revenue is one of the most valuable insights you can gain from Google Analytics. Whether you're optimizing your site around keywords or bidding on them for paid-search ads, knowing which ones to focus on makes all the difference. As with keywords, knowing which of your campaigns are most effective lets you invest more in the successful ones and eliminate or redesign the ones that fail to deliver. Analytics records two types of visitors:

New VisitorsThe first time a browser accesses your site, Google Analytics records the visitor as new. This is done by checking to see if the _utma cookie for your domain exists on the browser. If it does not, the visit is considered a first-time visit.

Returning VisitorsGoogle Analytics records a visitor as returning when the _utma cookie for your domain exists on the browser accessing your site

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To find out the research, in the starting few weeks we havent included any SEOs for 2 weeks only SEM is only operating.

Google Analytics Report of Luxurion world for the week May 7th-May 12th

Google Analytics Report of Luxurion world for the week May 12th-May 19th

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We can observe in the above two week graphs, the visiting number is becoming almost zero on the weekends as Saturday and Sunday is holiday and no social media marketing of blogs on the facebook or other networking sites is zero.

Google Analytics Report of Luxurion world for the week May 20th-May 26th

On the May 19th we have include the SEOs on to the website, and we found the slight decrease of the visiting people on Saturday because of no SEMs on that day.

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Google Analytics Report of Luxurion world for the May 27th-June 2nd

Google Analytics Report of Luxurion world for the week June2nd-June 15th

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Google Analytics Report of Luxurion world for the week June19th-June 30th

In the last 3 graphs we can see that, on weekends the traffic is dropping down but never reaching zero because of the SEOs and on the remaining days SEMs are useful for the new visitors to the website. Even the Returning visitors ratio is also increased from the 1st week to 8th week ( which is circled).

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4.2Conclusions: Analyzing the data from the Google analytics, we can reject the null hypothesis saying that SEOs & SEMs are necessary for the increase of the visitors on the site. Organic search and paid search both are important for a site. Organic search is more important that paid search as you are buying the keywords for a certain time. For a long run Organic search is much important. SEMs are very necessary for the website as marketing always provides much traffic. Marketing on the social networks is very much important for a e-commerce website and they must be ready to change according to the trend of the social media. 4.3 Recommendations: Company has to be dynamic as the total website industry is very dynamic; otherwise company will lose the customers. They should allot a fund for the marketing of the company on the internet.

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http://luxurionworld.com/index.php?route=information/information&information_i d=10

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http://en.wikipedia.org/wiki/Electronic_commerce

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http://blog.hubspot.com/blog/tabid/6307/bid/16088/Everything-a-MarketerShould-Know-About-QR-Codes.aspx

Corey Eridon, How to Create a QR Code in 4 steps,

http://blog.hubspot.com/blog/tabid/6307/bid/29449/How-to-Create-a-QR-Code-in4-Quick-Steps.aspx

The Essential step-by-step guide to internet marketing,

http://blog.hubspot.com/Portals/249/docs/ebooks/the_essential_guide_to_internet _marketing.pdf

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Track.in, India Crosses 100 Million internet users landmark,

http://trak.in/tags/business/2011/11/08/internet-user-growth-india-report/

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4 ways to discover more about your audience with social media,

http://www.socialmediaexaminer.com/knowing-your-social-media-audience/ Micheal A. Stelzner, Launch :How to quickly propel your business beyond the competition Jay Baer, Amber Naslund, The Now Revolution:7 shifts to make your business faster, smarter and more social

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