Amity Business School

AMITY BUSINESS SCHOOL

NTCC VIVA

Student Name: Aakriti Negi

Enrollment No: A0101920236
Program Name: MBA (General)
Class of 2022
1
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STUDY ON MARKETING OF E-
MEDIA PRODUCTS BY E-
COMMERCE AND MARKETING
STRATEGIES
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RATIONAL OF THE STUDY -

A REPORT SUBMITTED IN PARTIAL
FULLFILMENT OF THE
REQUIREMENTS OF MBA PROGRAM
OF AMITY UNIVERSITY NOIDA
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INTRODUCTION-
ABOUT
• The Indian e-media industry is a budding E-MEDIA-
sector that is rapidly expanding. The Indian M&E
business is on the threshold of a robust phase of expansion, underpinned by increased
consumer demand and improving advertising revenue, demonstrating its resilience against
the rest of the world. The business has been primarily driven by rising digitalization and
internet usage over the preceding decade. For most individuals, the internet has practically
become a mainstream source of entertainment.
• Audiences consume media in a variety of ways, including television, movies, out-of-home
(OOH), radio, animation, visual effect (VFX), music, gaming, digital advertising, and print.
From Rs. 726 billion (US$ 9.94 billion) in FY20, India's advertising income is expected to
reach Rs. 789 billion (US$ 10.81 billion) in FY22. India's advertising revenue is predicted to
grow at a CAGR of 4.3 percent between FY20 and FY22. By FY21, digital ad revenues are
likely to outnumber TV ad revenues, a feat that was originally predicted to happen only in
FY23. In FY20, digital advertising became India's second-largest advertising medium, with
sales of Rs. 199 crores (US$ 2.73 billion).
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ABOUT THE COMPANY-

TENHARD INDIA PVT LTD
• Tenhard India Pvt Ltd is a well-known e-media company in India. We publish well-known
titles such as Tenhard Traveller and Food. We offer digital copies of media from a number of
different sources. We assist individuals acquire the newest news digitally by utilising cutting-
edge technologies. By promoting their talent on our e-media platform, we also provide a vast
platform to individuals who wish to create a career in sales, marketing, content authoring, or
blogging.

• You might be able to read two newspapers or tote a stack of magazines at the same time.
However, you must forgo your typical reading habits in order to stay engaged in this fast-
paced atmosphere. Tenhard provides access to hundreds of thousands of journals and
newspapers from leading media organisations throughout the world. Everything is just a tap
away at Tenhard!
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BACKGROUND
• Marketing, Sales, Client Handling, Developing the brand are the integral parts
of any business organization for its growth and survival.
• Tenhard India ensures that all of these issues are quickly resolved, and that
its clients are served to the best of their abilities.
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4 P’s OF MARKETING OF TENHARD
INDIA
• PRODUCT
• PLACE
• PRICE
• PROMOTION
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1.
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OBJECTIVE OF THE STUDY

THE OBJECTIVE OF THE STUDY WAS TO SEE

THE CONSUMER BEHAVIOUR FOR E-BOOKS
AND PRINTED BOOKS
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RESEARCH METHODOLOGY-
• TITLE: Consumer Behavior for E-Books vs Printed Books

• Type of Research data- I have collected primary data by doing a qualitative research.

• Research Methodology:

• A questionnaire was designed consisting of open questions.

• A google form was made consisting of all the questions.

• The google form was circulated using social media to my friends and relatives.

• Sample size of the number of responses was around 60.

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QUESTIONNAIRE & SURVEY
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.
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CONCLUSION
• The goal of this study is to learn whether consumers prefer paper or digital books,
particularly in the target market of college students aged 18 to 23.
• From the survey we can find that printed books are preferred more than e-books in general.
• According to me, some respondents believe that eye strain causes them to prefer printed
books over e-books since they work from home and spend a lot of time on screens
throughout the day.
• From the survey we also got to know that people prefer to read from the physical copies
because it’s convenient and they still have the same stereotype mentality.
• It can also be concluded that if given the choice of e-books over printed books students will
prefer printed books and not e-books because it takes time for people time to adapt to new
things and hence they still prefer printed books.
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LEARNINGS
• Tenhard taught me importance to engage customer through brand awareness by a
consistent, creative message which helped me cope with huge surge of engagement
through the digital media by creating appropriate taglines and creative content
• It helped me understand the negative business reviews and the importance of encouraging
happy clients to contribute more positive feedback.
• I was able to observe the customer experience.
• It gave me and understanding of employee relationship within.
• It also made me realize how important is it to know the customers interest as every customer
is different.
• Influencing the customers to choose the right product.
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THANK YOU