A Study of Marketing Strategy adopted

By

Solution Platter Pvt. Ltd.

Submitted in partial fulfillment of the requirements

For the award of the degree of

Bachelor of Business Administration (BBA)

Semester-V (Paper Code-BBA 311)

To
Guru Gobind Singh Indraprastha University, Delhi

Guide: Submitted by

Mrs. KanuRaheja Name : Tanya Gera

Roll No.: 12090301716

Batch: 2016-19

Nurturing Excellence

Institute of Information Technology & Management,

New Delhi – 110058
2016-19
1
 Certificate

I, Ms. Tanya Gera, Roll No. 1209301716 certify that the Project Report/Dissertation

(Paper Code BBA-311) entitled “A study of Marketing Strategy adopted by Solution

Platter Pvt. Ltd. ” is done by me. The matter embodied in this project work has not been

submitted earlier for the award of any degree or diploma to the best of my knowledge and

belief.

Signature of the Student

Date:

Certified that the Project Report/ Dissertation (BBA-311) entitled “A study of Marketing

Strategy adopted by Solution Platter Pvt. Ltd.” done by Ms. Tanya Gera,

Roll No. 12090301716 is completed under my guidance.

Signature of the Guide

Name : Mrs. KanuRaheja

Designation:

Date:

Countersigned

(Director / Project Coordinator)

2
 Contents

S No Topic Page No

1 Certificate (s) -

2 Acknowledgements -

3 Chapter-1: Introduction 4-9

4 Chapter-2: Research Methodology 10-23

5 Chapter-3: Data Presentation, Analysis & 24-42

Interpretation

6 Chapter-4: Summary and Conclusions 43-46

7 References/Bibliography 47

8 Appendices 48-53

3
 Chapter 1

Introduction

4
 INTRODUCTION

ABOUT THE COMPANY

Solution Platter are a Comprehensive Marketing Consultancy Company for Small to Medium-

sized Businesses.” Here the word ‘comprehensive’ means that Solution Platter provide both –

Consultancy, i.e. the Approach to solve your challenges, and the Tools to crack problems. This is

a distinctive idea which Solution Platter are working on and that’s why ‘Solution Platter like to

think of themselves as a one-stop shop’. This is their endeavor to execute an inclusive approach

so that the brand is present at all points of consumer contact. Solution Platter strive to hit on

multiple touch-points, in turn creating one central story that can be communicated to the TG

through various types of media without any deviation. Solution Platter every single thought and

idea starts and ends with the question – How will it help us to achieve our marketing goals as a

Brand? At the end, they have to answer the questions: - What did we do for the brand? Did we

sell, inform, engage, or educate? So to achieve this very goal, Solution Platter have created our

marketing consortium.

Solution Platter Pvt. Ltd was founded in 2013, by Mr. Sanjay Sehgal. It’s a Comprehensive

Marketing Consultancy Company for Small to Medium-sized Businesses.

They help businesses to achieve exponential growth through a combination of strategic

marketing initiatives, and nurturing them all the way to a sale while establishing a prominent

brand presence.

They provides strategic business advisory services to small and middle market businesses, start-

ups and non-profits. Solution Platter Ltd are located in Delhi but serve clients throughout the

country.

5
Solution Platter engage business owners and senior managers in an intensive, collaborative

process to identify and resolve any issues and challenges that may be preventing Solution Platter

from achieving its fullest potential.

Solution Platter helps small to medium sized businesses grow through providing a full 360*

platform, backed by a team of creative, branding, media , lead generation, advertising, social

media,; web and online marketing experts - all talking your language which are capable of

making a difference to your businesses.

Whether you are an established company is looking for high growth, a funded start-up or a

business that is looking for experienced marketing professionals that understand the dynamics of

business, generating leads, marketing and sales automation, branding and the online environment

– Solution Platter have a high performance team with exceptional capabilities.

6
Services Provided by Solution Platter

 Small business consultancy

 Creative & design

 Media Buying

 Design & development

 Online promotion

 Market Research

 Manpower Solution

7
Values of Solution Platter

Value Trust

Solution Platter believe trust is the glue that holds relationships together. They understand that

two key components of building and keeping trust are Character and Competence. Competence

is a "no brainer” when it comes to doing business with someone. You expect competence in

anyone you hire. They value competence and will work hard to provide you with the high quality

of service and results you expect. After all, if a company can perform the tasks you expect of

them and perform them at a high level, you continue to do business, if they can’t, you find

someone who can.

Character is the piece that makes the relationship long-lasting and enjoyable to be a part of. They

place a high value on both, but understand that it is our character that sets us apart from every

other high performing marketing firm out there.

Value Storytelling

No matter how advanced Solution platter become as a society and or mature as human beings,

they understand that in their core people love stories! Whether you are 2 or 92, hearing or telling

a good story is a memorable experience. Here at the Solution Platter we love the story telling

process; from listening to you tell your story, to asking questions and filling in the details, to

translating your story for the world to hear.

8
OBJECTIVES OF THE STUDY

 To know the strategies undertaken by company to increase sales revenue.

 To know the Market Share of the company.

 To know the Promotional Strategies of the company.

 To suggest various measures for increasing sales revenue.

9
 CHAPTER 2

Theoretical Framework

&

RESEARCH

METHODOLOGY

10
 Theoretical Framework

DIGITAL MARKETING

Digital marketing is the marketing of products or services using digital technologies, mainly on

the Internet, but also including mobile phones, display advertising, and any other digital medium.

Digital marketing's development since the 1990s and 2000s has changed the way brands and

businesses use technology for marketing. As digital platforms are increasingly incorporated into

marketing plans and everyday life, and as people use digital devices instead of visiting physical

shops, digital marketing campaigns are becoming more prevalent and efficient.

Digital marketing methods such as search engine optimization (SEO), search engine

marketing (SEM), content marketing, influencer marketing, content automation, campaign

marketing, data-driven marketing, e-commerce marketing, social media marketing, social media

optimization, e-mail direct marketing, display advertising, e–books, and optical disks and games

are becoming more common in our advancing technology. In fact, digital marketing now extends

to non-Internet channels that provide digital media, such as mobile phones (SMS and MMS),

callback, and on-hold mobile ring tones. In essence, this extension to non-Internet channels helps

to differentiate digital marketing from online marketing, another catch-all term for the marketing

methods mentioned above, which strictly occur online.

11
Digital Marketing Trends

Organizations are implementing a wide range of digital channels so as to engage customers in a

more personalized way. Digital marketing trends that organizations are rapidly embracing

include

 Mobility:

Business Insider's recent report indicates that globally, one in every five people owns a smart

phone, and one in every 17 owns a tablet. That's an increase of nearly 1.3 billion smartphones in

last four years. Therefore an increased user base accessing the internet via smartphones has

prompted many companies to optimize their online content for mobile devices.

 Social media:

Organizations are focusing on engaging with customers through social media to offer real-time

interactions. Social media helps organizations reach out to a vast pool of potential customers by

supplying them with medical and campaign-related information.

 Social-Local-Mobile marketing:

The growing popularity of smart mobile devices, increasing location based social activities like

experience sharing, review reading via social media and the evolution of Global Positioning

System (GPS) are helping companies leverage Social-Local-Mobile marketing activities.

 Advanced analytics:

Increased adoption of digital channels is generating large volumes of customer behavioural data.

Advanced actionable analytics can help organizations define targeted marketing strategies.

12
Search engine optimization

Search engine optimization is the term used to describe a set of processes that aim in

optimizing a website for search engines. SEO is important not only for getting high quality

visitors from search, but it’s also a way to improve the user-friendliness of your website and

increase its credibility.

Search engines are using complex algorithms to determine which pages to include in their

index and the order they show these pages in the search results.SEO is the way to ‘speak’ to

search engines in a language they can understand and give them with more information about

your website.

There are many aspects to SEO, from the words on your page to the way other sites link to you

on the web. Sometimes SEO is simply a matter of making sure your site is structured in a way

that search engines understand.

SEO isn't just about building search engine-friendly websites. It's about making your site better

for people too. At Moz believe these principles go hand-in-hand.

13
SEO has two major components, On Page and Off Page SEO.

On Page SEO

On Page SEO refers to settings you can apply on your website so that it is optimized for

search engines.

 Having optimized titles and descriptions

 Proper URL Structures

 User friendly navigation (breadcrumbs, user sitemaps)

 Optimized internal links

 Text Formatting (use of h1,h2,bold etc)

 Image optimization (image size, proper image names, use of ALT tag)

 User friendly 404 pages

 Fast loading pages

 Mobile Friendly pages

 Top quality fresh content (This is always the most important SEO factor!)

 External links (no broken links or links to ‘bad’ sites)

14
Off Page SEO

Unlike On- page SEO, Off-page SEO refers to activities you can perform outside the

boundaries of your website. The most important are:

 Link Building

Link building is the most popular and effective off-Page SEO method. Basically by building

external links to your website, you are trying to gather as many ‘votes’ as you can, so t hat

you can bypass your competitors and rank higher.Over the years webmasters have

been trying to build links to their websites to get higher rankings and they ‘invented’ a

number of ways to increase link count. The most popular ways were:

Blog Directories – something like yellow pages but each entry had a link pointing to a

website.

Comment link – The same concept as forum signatures where you would comment on some

other website or blog in order to get a link back. Even worse, instead of using your real na me

you could use keywords so instead of writing ‘comment by Alex Chris’, you wrote

‘comment by How to lose weight’.

Article Directories – By publishing your articles in article directories you could get a link

(or 2) back to your website. Some article directories accepted only unique content while

other directories accepted anything from spin articles to already published articles.

15
 Social Media Marketing

Social media is part of ‘off-site SEO’ and if you think about it, it’s also a form of link

building. It should be noted that almost all of the links you get from social media sites are

“nofollow” but this does not mean that they do not have any value.Social Media mentions are

gaining ground as ranking factors and proper configuration of social media profiles can also

boost SEO.

16
Marketing Strategy

A marketing strategy is a business's overall game plan for reaching people and turning them into

customers of the product or service that the business provides. The marketing strategy of a

company contains the company’s value proposition, key marketing messages, information on the

target customer and other high-level elements.

The marketing strategy informs the marketing plan, which is a document that lays out the types

and timing of marketing activities. A company’s marketing strategy should have a longer

lifespan than any individual marketing plan as the strategy is where the value proposition and the

key elements of a company’s brand reside. These things ideally do not shift very much over time.

17
TYPES OF MARKETING STRATEGIES:

Marketing strategies may differ depending on the unique situation of the individual business.

However there are a number of ways of categorizing some generic strategies. A brief description

of the most common categorizing schemes is presented below:

Strategies based on market dominance - In this scheme, firms are classified based on their market

share or dominance of an industry. Typically there are three types of market dominance

strategies:

 Leader

 Challenger

 Follower

Porter generic strategies - strategy on the dimensions of strategic scope and strategic strength.

Strategic scope refers to the market penetration while strategic strength refers to the firm‟s

sustainable competitive advantage.

 Product differentiation

 Market segmentation

Innovation strategies - This deals with the firm's rate of the new product development and

business model innovation. It asks whether the company is on the cutting edge of technology and

business innovation. There are three types: Pioneers

 Close followers

 Late followers

18
RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem. it may be

understood as a science of studying how research is done scientifically. So, the research

methodology not only talks about the research methods but also considers the logic behind the

method used in the context of the research study.

Research Design:
Descriptive research design is used in this process.

There are 3 types of descriptive research design methods-

Observational, case study and survey method. The descriptivemethod used in this project is

survey method. A questionnaire was circulated to collect the responses.

A sample design is a procedure or plan drawn up before any data are collected to obtain

a sample from a given. It is impossible to conduct a research with entire population. The

sample design was selected in advance according to the objectives of the study.

Initially, a rough draft was prepared keeping in mind the objective of the research. A pilot study

was done in order to know the accuracy of the Questionnaire. The final Questionnaire was

arrived only after certain important changes were done. Thus my sampling came out to be

judgmental and convenient.

19
Sample size:

Sample size determination is the act of choosing the number of observations or replicates

to include in a statistical sample. The sample size is an important feature of any empirical

study in which the goal is to make inferences about a population from a sample.

Sample size of this survey is 50 persons.

Sampling Area:

Data is collected of the project from Delhi NCR.

20
Sampling methods:

It is incumbent on the researcher to clearly define the target population. There are no strict rules

to follow, and the researcher must rely on logic and judgment. The population is defined in

keeping with the objectives of the study. Sometimes, the entire population will be sufficiently

small, and the researcher can include the entire population in the study. This type of research is

called a census study because data is gathered on every member of the population. Usually, the

population is too large for the researcher to attempt to survey all of its members. A small, but

carefully chosen sample can be used to represent the population. The sample reflects the

characteristics of the population from which it is drawn.

Sampling methods are classified as either probability or non probability. In probability samples,

each member of the population has a known non-zero probability of being selected. Probability

methods include random sampling, systematic sampling, and stratified sampling. In non

probability sampling, members are selected from the population in some non random manner.

These include convenience sampling, judgment sampling, quota sampling, and snowball

sampling. The advantage of probability sampling is that sampling error can be calculated.

Sampling error is the degree to which a sample might differ from the population. When inferring

to the population, results are reported plus or minus the sampling error. In non probability

sampling, the degree to which the sample differs from the population remains unknown.

Random sampling is the purest form of probability sampling. Each member of the population

has an equal and known chance of being selected. When there are very large populations, it is

often difficult or impossible to identify every member of the population, so the pool of available

subjects becomes biased.

21
Systematic sampling is often used instead of random sampling. It is also called an Nth name

selection technique. After the required sample size has been calculated, every Nth record is

selected from a list of population members. As long as the list does not contain any hidden order,

this sampling method is as good as the random sampling method. Its only advantage over the

random sampling technique is simplicity. Systematic sampling is frequently used to select a

specified number of records from a computer file.

Stratified sampling is commonly used probability method that is superior to random sampling

because it reduces sampling error. A stratum is a subset of the population that share at least one

common characteristic. Examples of stratums might be males and females, or managers and non-

managers. The researcher first identifies the relevant stratums and their actual representation in

the population. Random sampling is then used to select a sufficient number of subjects from each

stratum. "Sufficient" refers to a sample size large enough for us to be reasonably confident that

the stratum represents the population. Stratified sampling is often used when one or more of the

stratums in the population have a low incidence relative to the other stratums.

22
Sources of data

a) Primary Data.

b) Secondary Data.

Primary data:

The observation method is the most commonly used method. Data pertaining to digital marketing

process and most of information is collected from project guide in the company. The survey

instrument or the survey questionnaire contained a total of 15 questions that encompassed the

objective of the research.

Collection of Primary Data:-

 Data was collected from the Companies marketing team.

 Data was collected through questionnaires.

 Questionnaire was made according to our requirements i.e. type of data required in our

research.

Secondary data:

Secondary data consist of information that already exists somewhere, having been collected for

another purpose. For this report secondary data is collected from website of different operators,

different magazines, newspapers and libraries.

23
 Chapter 3

Data Presentation, Analysis &

Interpretation

24
 Questionnaire

 Gender

a) Female

b) Male

30%

70%

Interpretation:-

From the above graph 70 % are Male working in the company and rest of 30% are females.

25
 Age Group

a) 21-25

b) 26-30

c) 30 or above

20%

50%

30%

Interpretation:-

From the above graph 50%ofemployees are between 30 or above, 30% are between

26-30 and remaining are in 21-25.

26
 1. Does the Company develop strategies and programmers for marketing its Services?

a) Yes

b) No

c) Don’t Know

5%

15%
Yes
No
80%
Don’t Know

Interpretation:-

From the above graph80% of employees responded that the company develops strategies and

programs for marketing in services, 15% employees not agree with this statement

27
2. Does the Company conduct interdepartmental meetings to discuss market trends and

development?

a) Yes

b) No

10%

Yes
No

90%

Interpretation:-

From the above graph 90% of employees respondedthat the Company conduct

interdepartmental meetings to discuss market trends and development.

28
3. IfYes, which are the departments involved in planning or markets besides the Marketing

Department?

a) R & D

b) Finance

c) Personnel

d) Production

40%

35%

30%

25%

20% 40% Series1

15%

10% 20%
15% 15%
5%

0%
R&D Finance Personnel Production

Interpretation:-

R&D are the departments involved in planning or markets besides the Marketing

Department.

29
4. How often do the inter-departmental meetings take place?

a) Once in a year

b) Twice a year

c) Once a quarter

d) More often

30%

25%

20%

15% 30% 30%

Series1

10% 20% 20%

5%

0%
Once in a Twice a year Once a More often
year quarter

Interpretation:-

From the above graph once a quarter inter-departmental meetings take place.

30
 5. How the company’s business plan is formulated?

a) Based on technological advances

b) Based on market research

50% 50% Based on technological

advances
Based on market research

Interpretation:-

From the above graph both are equally done in the company i.e. Based on technological

advances and Based on market research company’s business plan’s formulated

31
6. How does the Company establish its specific marketing goals?

a) By assessing the environmental problems and opportunities.

b) By assessing the firm's particular strengths and weaknesses.

c) Both of the above

10%

50%

40%

Interpretation:-

From the above graph 50% of employees responded that the company establish its

specific marketing goals. By assessing the environmental problems and opportunities and

40% said that By assessing the firm's particular strengths and weaknesses Company.

32
7. How does the company estimate its market potential?

a) By periodic sales forecasts

b) By relying on past sales

c) By maintaining market databases

d) All of the above

20%

40%

20%

20%

Interpretation:-

From the above graph 40% of Employees identify thatby periodic sales forecasts

company estimate its market potential.

33
8. What do you feel are the company's weaknesses in terms of marketing?

a) Financial constraints

b) Less capital for R&D

c) Inadequate access to foreign markets

20%

50%

30%

Interpretation:-

From the above graph 50% of Employees responded that Less capital for R&D is the

company's weaknesses in terms of marketing’s. Remaining 30% said that there is

Inadequate access to foreign markets.

34
9. Does the Target market. Support the company's .promotional costs and provide -adequate

rate of return?

a) Yes

b) No

10%

Yes
No

90%

Interpretation: -

From the above graph 90% of Employees respoded that the Target market Support the

company's .promotional costs and provide -adequate rate of return.

35
10. Does the company have a feedback mechanism to evaluate customer’s response to its

products?

a) Yes

b) No

5%

Yes
No

95%

Interpretation: -

From the above graph 90% said Yes, the solution platter pvt. Ltd. have a feedback

mechanism to evaluate customer’s response to its services.

36
11. Do you consider your company as service – oriented or Market – oriented?

a) Service - oriented

b) Market – oriented

30%

70%

Interpretation:-

From the above graph 70% of employees responded that Solution platter is services

oriented.

37
12. Are there are expected discounts for the service you are marketing?

a) Yes

b) No

c) May be

10%

50%

40%

Interpretation:-

From the above graph 50% responded thatthere are expected discounts for the services

and remaining 40% said No.

38
13. Is your site fully optimized for search engines?

a) Yes

b) No

10%

Yes
No

90%

Interpretation:

From the above graph 90% of employees responded that there are full optimization of

search engine.

39
14. Are you regularly adding new content and inbound links to increase your SEO ranking?

a) Yes

b) No

5%

Yes
No

95%

Interpretation:

From the above graph 95% of employees respondedthat the regularity in adding new

contents and inbound links to increase the solution platter SEO ranking.

40
15. What will people remember most after seeing your marketing?

a) Your cleaver creative approach

b) Your product

30%

70%

Interpretation:-

From the above graph 70% of employees respondedabout the creative approach of

Solution Platter.

41
16. Which promotional strategy do you prefer most?

a) Search engine optimization

b) Social media optimization

c) E – mail marketing

d) SMS marketing

20%

40%

20%

20%

Interpretation:-

e) From the above graph 40% of employees responded that the Solution Platter preferred

“Search engine optimization” mostly as a promotional strategy.

42
 Chapter 4

Summary

&

Conclusions

43
 Finding & Conclusions

Result

1. Among the total responds, 70 percent of the respondents were male while remaining 30

percent of the respondents were female.

2. From the study undertaken, out of the total number of respondents are falling under the

age group of 30 or above years.

3. Among the total respondents, 90% said that the solution platter pvt. Ltd. have a feedback

mechanism to evaluate customer’s response to its services.

4. Majority of the Respondents employees said that the regularity in adding new contents

and inbound links to increase the solution platter SEO ranking.

5. Most of preferred the creative approach of Solution Platter.

6. Among the total respondent, 70% said that Solution platter is services oriented.

7. Majority of employees said that the regularity in adding new contents and inbound links

to increase the solution platter SEO ranking.

8. Among the total respondent, both are equally done in the company i.e. Based on

technological advances and Based on market research company’s business plan’s

formulated.

9. From the study undertaken, once a quarter inter-departmental meetings take place

44
From the findings of this study, Networking is an important factor needs to be considered.

Market is changing and people are looking for better products and services and that company

which offers a better product and service becomes the market leader.

It was concluded that there was a great demand for the services offered through media. Some

Brands have high demand in the market, but even the frequent customers were unaware about

many other brands. Those who use a particular brand prefer to continue it. It is an opportunity for

Solution Platter to emerge in the market.

These days, customers have access to information anytime and anyplace they desire or want it.

As a result of the Internet and globalization, the many people in the world can get the data via

tablets or phones. What business owners must remember is that everybody can help determine

the picture of the businesses via ex. Social Media and also you may make sure your customer

comments will be trustworthy for other people to read compared to your own.

Because via Digital Channels and by submitting positive comments, opinions on your company

can draw in new clients and build a long-term relationship. However, be careful! It functions

both ways! Happy customers can help you, but an unhappy customer can damage your business

very badly.

45
Limitations

This research has faced a lot of limitations due to time, words and resource constraints. The

various problems faced while preparing the project were:

 The time span was limited.

 As the sample size of the survey was so small and comprise of only 40 employees, the results may

have some prone to errors.

 The project is done on macro basis.

Suggestions

 The company should keep experimenting with new marketing techniques.

 The company should increase the number of inter- department meetings to increase

corporation.

 The company should increase the promotional strategies through other medium.

46
 Reference and Bibliography

Websites:

 http://www.digitalindia.gov.in/

 http://digitalindia.net.in/

 https://en.wikipedia.org/wiki/Digital_marketing

 http://www.businessdictionary.com/definition/digital-marketing.html

 http://www.sas.com/enus/insights/marketing/digital-marketing.html

 www.wikipedia.com

 www.scribd.com

Referred Books:
 Kothari. C.R (2004): “Research Methodology Methods & Techniques‟, New Age International
Publishers, New Delhi, 2nd Edition.
 Philip Kotler & Kevin keller (2002): ” Principles of Marketing “–edition 12
 D.D. Sharma (2008) Market Research, R.K Sharma, Mumbai edition, 5th
 Gilbert A. Churchill. JR (2009): “Marketing Research Methodological Foundations”, New
Age International Publisher, New Delhi,10th edition

47
Annexure
(Questionnaire)

48
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