MINOR PROJECT REPORT

ON

SCOPE OF INTERNET : MARKETING IN INDIA

SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF
THE DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION
2011-14

UNDER THE GUIDANCE OF:

Mrs. Shikha sharma
(FACULTY, MAIMS)

SUBMITTED BY: kavyansh maini

Roll No. :35961101715

Batch BBA (3 SEM)

2015-2018

MAHARAJA AGRASEN INSTITUTE OF MANAGEMENT

STUDIESAffiliated to Guru Gobind Singh Indraprastha University,
DelhiPSP Area, Plot No. 1, Sector 22, Rohini, Delhi 110086

TABLE OF CONTENTS
i STUDENT UNDERTAKING
ii CERTIFICATE
iii ACKNOWLEDGEMENT
iv EXECUTIVE SUMMARY
CHAPTER-1
1. INTRODUCTION
1.2 CONCEPT
1.3 ROLE
CHAPTER-2
2.1 LITERATURE REVIEW
2.2 PRIVEOUS STUDIES
CHAPTER-3
3.1 RESEARCH METHODOLOGY
3.2 RESEARCH DESIGN
3.3 OBJECTIVES
3.4 SOURCES OF DATA
3.5LIMITATIONS
CHAPTER 4
4.1 FINDINGS & ANALYSIS
4.2 SWOT ANALYSIS
CHAPTER 5
5.1 CONCLUSION
5.2SUGGESTIONS
BIBLIOGRAPHY

STUDENT UNDERTAKING

This is to certify that I have completed the Project titled Internet Marketing in India in
Maharaja Agrasen Institute Of Management Studies under the guidance of Mrs. Shikha
sharma in partial fulfillment of the requirement for the award of degree of Bachelor of
Business Administration at Maharaja Agrasen Institute of Management Studies, Delhi.
This is an original piece of work & I have not submitted it earlier elsewhere.

Kavyansh maini
BBA 3rd semester
35961101715

CERTIFICATE

This is to certify that the project entitled Internet Marketing in India submitted by.
Kavyansh maini ROLL NO. 35961101715, has been done under my guidance, the project
is well-equipped with updated facts and information and is a genuine work under my
supervision.

Mrs. Shikha sharma

FACULTY
MAIMS

ACKNOWLEDGEMENT

The work on this project has been an inspiring, often exciting, sometimes challenging, but
always an interesting experience.
At the very outset, I wish to thank Mrs. Shikha sharma; for giving me the opportunity to
Participate in this interesting research project, which helped me gain insights into the
marketing world of Internet.
She has supported me with her guidance, insights, encouragement and many a fruitful
Discussion on marketing strategies. I am grateful to him to have spared her time and
showing the patience to our answer our queries. The kindness shown by her, in spite of her
being so busy with her work, is highly appreciated.
I would also like to thank all my fellow colleagues who supported me at all times. This
ensured the prompt completion of this project.

Kavyansh maini
BBA 3rd semester
35961101715

EXECUTIVE SUMMARY

Internet marketing is considered to be broad in scopebecause it not only refers

to marketing on the Internet, but also includes marketing done via e-mail and wireless
media. Digital customer data and electronic customer relationship management (ECRM)
systems are also often grouped together under internet marketing. The project is an effort
to study the concepts and constructs involved in internet marketing and its tools. The
project is divided in to chapters.
Chapter 1 talks about the introduction to the topic
Chapter 2 is a building ground and talks about the literature review of internet marketing
Chapter 3 is about research methodology and explains the manner in which research has
been carried on.
Chapter 4 is about the findings and analysis i.e. the understanding gained from the project.
Chapter 5 is about conclusions and suggestions offered.

CHAPTER 1
INTRODUCTION

Evolution of Marketing
At the beginning of the century, social life was mostly local.It was followed by a period
in which commodities were produced on a mass scale. Consumer Marketing operated on
mass marketing principles and business primarily concerned itself with how to build the
best sales force. At the end of the century ,there is an emerging global culture. The major
driver of these changes is technology. Technological change has moved steadily back
focusing on the individual. These changes shape the possibility and conduct of business.
Marketing is especially tied to communication and transportation revolution. As the tools
and reach of marketing increase, the job and responsibilities of marketers have evolved
with them.
Kotler formalized this evolution with his book"MarketingManagement."Hiskey stages are
production, sales and brand management. Each of the seisstrongly motivated by
technological opportunities, which permit new methods and new opportunities. A fourth
stage, focus

on the individual customer, is also important. As the new technology of the

Internet develops, it reinforces then marketing emphasis-which in many ways is a return to

business at the turn of the century.
In todays technology driven world, fast pace digital economy ise merging.Inthe near
future,itwouldnt be surprising to see that there are companies that exist only inside
computer networks.Most business stransactions will be made electronically,directly from
the producer to the consumer, by passing the supply chain. In the digital marketing
environment,the consumer becomes an integral player in the development of the product.
Infact,a consumer might build the product himself from a wide array of parts provided by
the company.It is e-commerce that is changing the way products and services are
conceived,manufactured,promoted,priced,distributed and sold.There is being that it is
much cheaper; it allows vast coverage and helps in serving the customer better.

CONCEPT
Growth of Internet usage and E-commerce:
According to the research report of Goldman Sachs, India has emerged as the second
largest Internet market in Asia after Chinawith100 million users in 2005.It estimates that
Indian Internet Users will increase by

130% compounded annual growth rate

(CAGR)from0.5million users recorded at end of 1998.Also the figures of the number of

Internet Service Providers(ISPs)is expected to increase by leapsand bounds and
March2006 see atleast 30 private international gateways.
In todays technology driven world, an e fast paced digital economy is emerging.In the
near future,it wouldnt be surprising to see that there are companies that exist only
inside

computer

networks.Most

business

transactions

will

be

made

electronically,directly from the producer to the consumer, by passing the supply chain.
In the digital marketing environment,the consumer becomes an integral player in the
developmentof the product.
As per preliminary findings of the NASSCOM survey,the total volumeof E-commerce
transactions in India was about Rs.131crore in the year 1998-99.Out of this
volume,aboutRs.12crore were contributed by retail Internet or Business-to-Consumer
transactions,and about Rs.119 crore were contributed by Business-to-Business
transactions.The survey also revealed that E-Business transactions in India are expected
to exceedRs.300 crore during1999-2000. Out of this , about Rs.50 crore could comprise
of retail transactions.
For Business-to-Business transactions, Indian industries are expected or search online
penetration of 2% by2003 and 8%by2008.
The Figure below gives us a fairer idea of the current world internet
usage.

WORLD INTERNET USAGE AND POPULATION STATISTICS

As On Sep30, 2005.

World
Regions
(2005 Est.)

Population

Populati
on
%of
World

Internet
Usage,
Latest
Data

Usage
Growth
20002005

%Populatio
n
( Penetratio
n)

World
Users
%

896721874

14

2348012

428.7

2.7

2.5

Asia

362299413
0

56.4

38954949

186.1

34.2

Europe

731896985
6

11.4

25404055

165.1

37.4

28.5

Middle East

678549444
4

4.1

2959560

305.4

8.2

2.2

North
America

235566534
3

5.1

26400544

107.0

68.1

23.4

Latin
America

536767655

8.5

7055044

291.31

12.9

7.4

Caribbean

235465664

0.5

1757575

131.71

52.8

1.8

World Total

642010272
2

100%

95775367
2

165.73%

14.9%

100%

Africa

ROLE
Current Media usage habits of the Indian audiences
TV, print and cinema have penetrated the most.Internet in the media terms is expected to
make an impact and show its true caliber, but is yet not taken as a serious medium.
Does that mean that Internet is not an effective tool for reaching out to people ? Or is it
likely to work very well under certain conditions?
To understand this better,let us compare Internet and other traditional media,first from
the customers point of view.Current media options serve two broad benefitst ot the
customer:
1.Information
2. Entertainment
To the user:
Interne tgives more control in choosing content.It offers customization of the content, the
way the user wants to view it.Itoffers a variety of options for information and entertainmen
The best example of giving control of content is the My Yahoo!!service offered by the
Internet giant,YahooInc.It gives the user the choice of content for various topics ranging
from news to stock options to entertainment to sports and just about everything.

To the marketer:
The Internet offers several options to a market trying to target a particular community
It serves not only as a channel of information, but also of product distribution
It offers a highly interactive medium that sometimes(e.g.chats,forums,VoIP)is almost
equal to one-to-one interaction with the audience.
It offers a higher level of identification of the user to the marketer.
It allows the marketer to actually link his spends to action, and pay only on action

This action could be a click on the banner or even product purchased or just a banner
impression or per1000impressions.In this ability Internet is,infact,unlike any other media.
Given the payment options and high interactivity,the Internet offers a medium or high
level of experimentation at alow cost.
E.g.one can change the whole look of the advertisement within hours and increase the
effectiveness of the communication on th eInternet.Therefore, though the Internet with its
present limitations may not be able to match of the mediain actually reaching out to large
numbers of people,the benefits of this highly customizable and interactive medium can be
used effectively to target audiences.

Advertising options available on the Internet.

The Internet has the options for the marketer to advertise her/his products/brands. These
include

1. Banner ads and their variations

2. E-mailers and their variations
3. Sponsorships
4. Search Engines
5. Affiliat e marketing

In India,banners still remain the most popular option.However,wider options are now
available to the marketer which,even at the cost of being intrusive,serves to enhance the
visibility and effectiveness of the banner

CHAPTER 2

Literature reviewInternet marketing,

Also known as web marketing, online marketing, webvertising, or e-marketing, is
referred to as the marketing (generally promotion) of products or services over the Internet.
Internet marketing is considered to be broad in scopebecause it not only refers
to marketing on the Internet, but also includes marketing done via e-mail and wireless
media. Digital customer data and electronic customer relationship management (ECRM)
systems are also often grouped together under internet marketing.
Internet marketing ties together the creative and technical aspects of the Internet, including
design, development, advertising and sales. Internet marketing also refers to the placement
of media along many different stages of the customer engagement cycle through search
engine marketing (SEM), search engine optimization (SEO), banner ads on specific
websites,email marketing, content marketing, mobile advertising, and Web 2.0 strategies.
When Internet Marketing includes designing the company's website, social media sites,
mobile and other interactive media for specific [business] goals, the terms Digital
Marketing is then used because it helps the company position itself not only on the Internet
but on Digital Media or the Digital World.
Internet marketing initiatives for the same company are usually tied together in the
company's Internet (or Digital) Stategy, which is design specifically for each client based on
its business needs and goals.
In 2008, The New York Times, working with .comScore, published an initial estimate to
quantify the user data collected by large Internet-based companies.

PREVIOUS STUDIES
7P's of Marketing on the Internet
The four P's-Product,Price,Place and Promotion have long been

associated with

marketing,but things have changed on the Internet.So along with a change in the nature of
the four Ps there are three new Ps which are relevant to the internet marketer.
1. The Product on the Internet usually changes form online, and the user experience site
electronically,in the form of text,images and multimedia.Physical goods are usually
presented in the form of a detailed online catalogue that the customer can browse
through.Technology allows the user to virtually touch and feel the product on the Internetrotate it,zoom in or zoom out and even visualize the product in different configurations
and combination. The example of the above can be seen at dell.com where the company
offers the user to virtually feel every aspect of their product before they go into a buy
decision.Content and software are two avatars of digitized products that can be even
distributed over the Internet.On the Internet,E-marketing will be based more on the
product qualities rather than on the price.Every company will be able to bring down the
cost of its products andhence competition will not be on price.It will rather be on the
unique of the product.
2.ThePrice:has been drastically changed over the Internet.It lets the buyer decides the
price.Also it gives the buyers information about multiple sellers selling the same product.It
leads to best possible deal for the buyers interms of price.A website named Price
line.comics extremely popular as its compares the price of many airlines and offers the
least price to the buyer.The very famous bazee.com now known as ebay.in follows the
same principles.Pricing is dynamic over the Internet.

3.The Place revolves around setting up of a marketing channel to reach the

customer.Internet serves as a direct marketing channel that allows the producer to
reach the customer directly.The elimination of the intermediate channel allows the
producer to pass the reduced distribution cost to the customer in the form of
discounts.Dell Computers have used this strategy very effectively and hence they
have been able to reduce their prices of their laptops drastically and reap edhuge
profits.
4 Promotion is extremely necessary to entice the customer to its website,as there are
currently more than one billion webpages.Promoting a website includes both online and
offline strategies. Online strategies include search engine optimization, bannerads,multiple
points of entry,viral marketing,strategic partnership and affiliate marketing
5. Presentation The presentation of the online business needs to have an easy to use
navigation. The look and the feel of the web site should be based on corporate logos and
standards.About80%of the people read only 20%of the webpage.

6.Processes Customer supports needs to be integrated into the online website.A sales
service that will be able to answer the questions of their customers fast and in a
reliable manner is necessary. To further enhance after sales service, customers
must be able to find out about their order status after the sale has been
made.Fore.g.FedEx(www.fedex.com),the overnight Courier Company allows its
customers to keep track of the parcel and they are well informed about he present
where about of their package.Similar variants have been used by the Govt of India
for its Speed post and Registered Ad services where you can keep a track of your
post by entering the code that has been issued to you.
7.Personalization Using the latest software from Broad-Vision and others,it is possible to
customize the entire web site for every single user, without any additional costs.The mass
customization allows the company to create webpages products and services that suit the
requirement of the user.A customized web page does not only include the preferred layout
of the customer but also pre selection of goods the customer may be interested
in.Fore.g.Yahoo! (www.yahoo.co.in) entered

the Indian cyber space and

start edits

personalized services.A registered user of Yahoo can now personalize the front page with
all the information he needs.He can read the news of the world,adda taxcalculator, see the
weather forecasts of his city and listen of his favorite songs and all this simultaneously.

Internet MarketingTactics
There are many different technologies to facilitate your Internet marketing strategy. Some
of the most common and effective tools are:
Search Engines and Directories:Search engines are one of the most popular means of
finding web sites, second only to following links on web pages.
Search engines help people find relevant information on the Internet. Major search
engines maintain huge data bases of websites that users can search by typing in keywords
orphrases.

CHAPTER 3
RESEARCH METHODOLOGY

RESEARCH METHODOLOGY
Research Design:
Definition: "A research design is the arrangement of condition for collection and analysis of
data in a manner that to combine relevance to research purpose with economy in
procedure".
Research design is a conceptual structure within which research is conducted. It constitutes
the blueprint for the collection, measurement and analysis of data. Research design is
needed because it facilitates the smooth sailing of the various research operations, thereby
making research as efficient as possible yielding maximum information with minimum
effort, time and money. Research design stands for advance planning of methods to be used
for collecting the relevant data and the techniques to be used in their analyses. Preparation
of research design should be done with great care as any error may upset the entire project.
Therefore it is imperative that an efficient design must be prepared before starting research
operations. The design helps the researcher to organize his ideas in a form whereby it will
be possible for him to look for flaws and inadequacies.

The following questions have to be answered in a research design:

1

What is the study about?

Why is the study being made?

Where will the study be carried out?

What type of data is required?

Where can the required data be found?

What periods of time will the study include?

What will be the sample design?

What techniques of data collection will be used?

How will the data be analyzed?

Objective of the Project revisited

The major objectives of the research study are:
Research Objectives

To study the conceptual framework of internet marketing

To identify the various tools involved in internet marketing

Sources of Secondary Data

Data is being collected from Book Internet Marketing by MARY LUO ROBERTS

Data is taken From Websites www.wikipidea.com , www.google.com ,

www.fabmart.com .

Information is collected from Encyclopedia.

Some Data & graphs are taken from Magazines.

Newspapers HINDUSTAN TIMES , THE TIMES OF INIDA.

Limitations

Due to wide spread information of the data, the scope of project becomes very wide.

All the matter has been collected through secondary sources ; hence the errors might
have crept in.

CHAPTER 4
FINDING AND ANALYSIS

FINDING AND ANALYSIS

Attracting the Right Customer is the first crucial step.Rising digital penetration
would mean that the number of customer visiting particular sites would inevitably
goup. While the number of eye balls or page views has so far been conveniently
used as a satisfactory measure by most websites,it would be foolish to caterto the
whole spectrum of digital visitors.Content has to be very target specific.The
digital company has to select its target segment by finding out which section of
customers are the most profitable in terms of revenue transactions and who are the
customers who generate the maximum number of referrals.Here again it is
important to note that the majority of online customers are not seeking the lowest
price.
Delivering Content Value to engage the users interest is the critical importance
in retaining customer participation.This is because content serves as a powerful
differentiator.Content would include Product enhancements (Software patches
forglitches), personalized interactions (through customized navigation paths as
seen on the websites of GM and Toyota) and Problem Resolution (updates of
delivery schedules and e-mail responses).Integral to the concept of delivering
proper content value

is innovation. The retail financial services industry,for

example,is changing rapidly with multiple players jockeying for position. Product
innovation serves as a key to attract new customers.

SWOT ANALYSIS
Strengths

Passion for recruiting

20 + years cumulative experience in this field

Ability to provide Customized solutions

Business model

Extensive search methodology

Range of solutions

Relationship with clients

Extensive database

Weakness

Low cash budget

Lack of brand equity

Limited manpower
Oppurtunities

Increasing number of companies in Gurgaon

Need for manpower on the rise

Global expansion

Low rupee value make services cheaper for firms in different foreign markets

Threats

Stiff and ever increasing competition

Aggressive competitors providing services at low costs

CHAPTER 5
CONCLUSION & SUGGESTIONS

CONCLUSION
BENEFITS OF INTERNET MARKETING

Internet Marketing is a hot topic especially in these days of instant results.The reason why
i-marketing has becomes popular is because they provide three major benefits to potential
buyers:
1.Convenience: Customers can order products 24 hours a day where they are. They
dont have to stick in traffic,and a parking space,and walk through countless shops to
find and examine goods.
2. Information: Customers can find reams of comparative information about
companies, products, competitors, and prices without leaving their office or
home.
3.Fewer hassles:Customers dont have to face sales people or open themselves upto
persuasion and emotional factors; they also dont have to wait in line.

Internet Marketing also provides a number of benefits to marketers:

1.Quick adjustments to market conditions:Companies can quickly add products to
their offering and change prices and descriptions.
2.Lower costs: On-line marketers avoid the expense of maintaining a store and the
costs of rent,insurance,and utilities.They can produce digital catalogs for muchless
than the cost of printing and mailing paper catalogs.
3.Relationship building:On-line marketers can dialogue with consumers and learn
from them.

4.Audiencesizing:Marketers can learn how many people visited the iron-line site and
how many stopped at particular places on the site.This information can help improve
offers and ads.

SUGGESTIONS
The following are a few things an internet marketer can do to maximize the potential of
his website:Domain Fault RepairThis function directs the web visitor to the right site after
she/he potentially may have typed in the wrong Internet address.
Alternative Channels

Different ways to contact the company are offered,for

instance,Email,Fax toll-free numbers, Postal Address,Call back button and Voice over
IP.
Local Search EngineAllows the visitor to search on keywords to quickly locate
specific answers on the website.
Membership The visitor can request a password. With this password he can
continue surfing on password protected web pages within the website.
Mailing ListTo receive more information,the visitor canadd his/her email address to a
list to receive automated emails.
Site tour The visitor can follow a tour through the website.
SiteMapThis is a hierarchical diagram of the pages on the website, also called a site
overview, site index, or site map.
Introduction for First-Time UsersVisitors,who enter the site for the first time, can
surf to an introduction page.This page contains information aboutHow to use the site
most efficiently
ChatA main advantage of the Internet is its self-generating advantage.By allowing
visitors to interact with each other and with the site, they create content for the site.

All this will help build a relationship with the customer and it will ultimately help the
marketer to achieve his objectives.
.

BIBLIOGRAPHY
LINKS

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

www.rediff.com

www.fabmart.com

http://www.amnavigator.com/blog/2010/07/25/9-internetmarketing-magazines-to-subscribe-to/