A

SUMMER INTERNSHIP

PROJECT REPORT

ON

“E-MARKETING”
IN

HIKEPAR LEAGUE SERVICES PVT. LTD.

Submitted To

SIGMA INSTITUE OF MANAGEMENT STUDIES

2009-2011

AFFILIATED TO

GUJARAT TECHNOLOGICAL UNIVERSITY, AHMEDABAD

In Partial Fulfilment for the Degree of

MASTER of BUISNESS ADMINSTRATION

(MARKETING)

SUBMITTED BY: UNDER THE GUIDANCE OF:

Mr. HITESH PARMAR. Mr. JIGNESH PANCHAL

Roll No : 24(SEM- 3) (FACULTY GUIDE)

1
 DECLARATION
I Hitesh Kumar J. Parmar here by declared that summer project title
“E-Marketing” based on original piece of work done by me for the
fulfillment of the award of the degree of Master of Business
Administration to Sigma Institute of Management Studies. And
whatever information has been taken from my sources had been duly
acknowledged.

Date: Hitesh Parmar

Place: Roll no. 24 (SIMS)

2
 ACKNOWLEDGEMENT

I am extremely grateful to Mr. Promodchandra Upadyay, my mentor

towards Hikepar League for providing the opportunity and resources to
work on this project and whose insight encouraged me to go beyond
the scope of the project and this broadened me learning on this
project. I also thank to those who has given directly or indirectly any
kind of support which lead to completion of this project successfully.

Hitesh Parmar

3
 ABSTRACT

This project is all about the E-Branding strategy adopted by company

in today’s fast moving world & how they expand their market, how they
reach to their customer & give them an easy way to do business & thus
establish better relationship by providing then time saving & fast online
business opportunity. Now the marketing over internet which is
becoming most effective way of promoting any business with minimum
cost and maximum reach to target customer. So in this report you will
see discussion about how actually e-Marketing should be done and
with more strategies of e-marketing. Also all forms of e-Marketing is
described which will help to understand the topic in detail.

4
 EXECUTIVE SUMMARY
This summer project is prepared on “E-Marketing” as a part of MBA
curriculum. This descriptive research report examines how the impact
of internet changes marketing view of corporate leaders in today’s
world.
As this report is concerned with marketing management, it mainly
includes “concepts” & “strategies”, “tools”, and factors affecting to e-
Marketing.

In today’s scenario, just looking inward is no longer enough for

survival, if we are not developing new strategies to develop business,
then we can’t resist but sure thrown away.
For conducting this survey data are collected from the students of
Diploma Engg. Of MS University, Baroda.

5
 Table of Contents

Sr. Topic Page

no. no
1 Introduction 1
1.1 Company profile 1
1.2 About the Topic 2
1.3 Objectives of Project 7
1.4 Detail about study 8
1.5 Literature review 31
2 Research methodology 39
2.1 Research objective 39
2.2 Research design 40
2.3 Method of Data collection 41
3 Data analysis & Interpretation 42
4 Limitations of the study 44
5 Benefits of Study 45
6 Future Prospects 46
7 Conclusion 47
8 Contribution & Learning from Project 48
9 Bibliography 49
10 Annexure 50

6
 1. Introduction

1.1Company Profile

Introduction

Hikeparleague is established in year 2010 with the aim of giving

services to students by organizing class level competition, judging
their aptitudes, making them capable to achieve their job. Giving
exposure to making them selected in interviews. Making them
capable so that they themselves evaluate their current scenario
and find best solution by their point of view.

Vision & Values

Vision

'The most successful and admired Online company, by providing

knowledge with top class competitive quality services to students.’

Values

Values that we observe while we work:

 Integrity
 Innovation
 Student Care
 Team work
 Simplicity

Key Strengths

7
 Quality
 24x7 service

1.2About the Topic

Background

Having goods and services marketed on the internet seems second

nature now, but actually internet marketing is a relatively new
phenomenon. When the internet first started and more of the public
began to access it, companies began to realize that they could
utilize the internet to provide information to potential customers. The
first examples of internet marketing were simply text websites. They
were very basic and simple with no pictures or graphics. As the
internet started to develop, more and more companies realized that
they had a global audience at their disposal. Websites became more
complex. They contained pictures of products and graphics intended
to keep the customer interested. When businesses first started
going online in the early to mid 1990s, commercial web sites were
often nothing more than online brochures and product catalogues.
Although credit card payment processing was available, Internet
users were concerned about putting their credit card details on the
net, so relatively few transactions occurred online. By our standards
today, these first websites seem archaic. However, they served their
purpose as people began to turn to the internet for information about
companies and what they had to offer. If someone wanted to buy

8
something, they would call the company on a phone number
provided by the website. Eventually, the technology existed so that
companies could sell their products right from their website. All
these have changed with the development of new encryption
methods and secure site technology. Online purchasing has
exploded in the past three years and is expected to grow
exponentially over the coming decade. Many of the Internet
marketing pioneers who began selling online five years ago have
become millionaires. Books and courses that reveal their Internet
marketing secrets are readily available for purchase. There’s never
been an easier time for starting an Internet business. E-commerce
began to grow very quickly once methods to securely provide your
credit card number became available. Consumers could now order
products right from their home. Companies could reach customers
all over the world. Online auction sites became very popular as
people could sell their items to each other for a small fee. There also
was an increased use of the internet as a source of advertising.
Companies began to place ads on other websites to promote their
products. Today pay per click advertisements benefit both the
publishers of the websites and the company which has goods to sell.
Affiliate programs are also very popular. They allow website owners
to advertise products on their website and if a customer purchases
the item, then the website owner gets a percentage of the sale. The
internet has even been used as a primary source of advertising.
Companies have created innovative advertising programs,
sometimes referred to as viral marketing. Viral marketing seeks to
create a buzz about a product through word of mouth. Some viral
marketing plans even use alternate reality games in order to
promote a particular product. The Internet is changing the way we
do business, the way we market, sell, service, distribute,
communicate, and work. Businesses are already beginning to
9
communicate with customers, distributors, suppliers, shareholders,
and employees in a way that is truly one-to-one and real-time.
“Personalized” web sites are delivering tailored messages to an
infinite number of target markets. These sites can change based on
the user’s buying and surfing habits, past usage of the site,
demographics, relationship to the company, and a multitude of other
attributes which could be collected from the users online or culled
from corporate legacy databases. The Internet has also become the
most economical distribution system of information available.
Companies can ship “bits” weightless electrons around the world at
the speed of light, for a fraction of what it costs to ship heavy
“atoms” at the speed of freight. In just a few years the Internet will be
as essential of a business tool as what the phone and FAX are
today. Intranets, real-time transaction processing, and “customer
self-service” are just the beginning. We are transitioning from static
sites to dynamic and personalized sites, from broadcasting to
narrow Casting, from information dissemination to actual commerce.
But, we can also look forward to an “information glut” of
unimaginable proportions, Web sites that run into the millions of
dollars to build and maintain, and massive data warehouses about
consumers that are networked together across companies and
continents. The big story of the past few years has been the
incredible rise in the mobile user base in India. Growth now in terms
of new user additions is the fastest in the world. And there are plenty
of new consumers still waiting to be tapped. India has the potential
to lead in mobile data usage. Given that PC-based Internet growth
has been slow (even though that is now changing), the mobile
Internet offers a great opportunity for service providers in India. India
has excellent mobile data networks on both the GSM and CDMA
platforms. In fact, given that the focus for the operators is on new
subscriber acquisition, the mobile data networks potential has been
10
 largely untapped. Mobile phones with Wi-Fi are already available for
less than Rs.18,000. These prices will fall further. Get a wireless
access point at home and combine with a broadband connection,
and suddenly, the mobile can now access data networks bypassing
the operator and data charges. This will create the opportunity for an
increasing array of data services. It is the incremental web which will
be the driver for the mobile. If one stops thinking of the mobile as a
poor man’s computer and instead thinks of it as a new interactive
device, then the potential of what is possible starts to become
apparent. The future will see the emergence of such innovative data
services in India.

Concept of Marketing
“The Process of planning and executing the conception,
pricing promotion and distribution of ideas, goods and services to
create exchanges that satisfy individual and organizational goal.”
- American Marketing Association
Marketing management is analysis planning, implementation
and control of programs designed to create, build, maintain
mutually beneficial exchanged and relationship with target market
for the purpose of achieving organizational goal.
-Philip Kotler

11
Concept of E-Marketing
E-Marketing is the use of information technology in the
processes of creating, communicating and delivering value to
customers managing customer relations E-Marketing is the fusion of IT
with traditional marketing.
There is no doubt about it – the Internet has changed the
world we live in. Never before has it been so easy to access
information, communicate with people all over the globe and share
articles, videos, photos and all manner of media. The Internet has led
to an increasingly connected environment, and the growth of Internet
usage has resulted in declining distribution of traditional media:
television, radio, newspapers and magazines. Marketing in this
connected environment and using that connectivity to market is e-
Marketing. E-Marketing embraces a wide range of strategies, but what
underpins successful e-Marketing is a user-centric and cohesive
approach to these strategies. While the Internet and the World Wide
Web have enabled what we call New Media, the theories that lead to
the development of the Internet were being developed from
1950s.

12
 1.3Objectives of the Project

 To study the impact of marketing activity over Internet

 To study the sales promotion programs on Hikepar League.
 To study the build and retain brand loyalty.
 To study to introduce new product.
 To study to attract new customer.
 To raise awareness of the company, product, or service within a
clearly identified target market
 To communicate the benefits of the product or service

Scope of Study

This study helps to understand the about the concept of

e-Marketing. The study will help the management of Hikepar League in
forming the future policies regarding sales promotion strategy. This is
like descriptive method of understanding about how to promote your
products or services while using internet. It will also describe what are
the methods and strategies of e-Marketing with advantages and
disadvantages also.

13
 1.4 Details about Study

Before we start detailed study about E-Marketing first

try to understand that why we need E-Marketing concept in today’s
era. Marketing through Internet is becoming very important. It is very
cost effective and measurable. And the main feature of it is Global
reach with 24x7x365 scenario with real-time feedback which attracts
each and everyone to use it.

Why E-marketing?
 Exceptional opportunity for knowledge-rich organizations

 Cost-effective to build a global brand & reputation

 Instrument for business development

 Many benefits
o Internal communication
o Knowledge management
o Market intelligence
o Project management

There are different forms of E-Marketing from them

some are described below:

14
E-mail Marketing
 Automatic digest, Flash alert, Newsletter / Electronic magazine
o Active promotion of website content

 Key success factor:

o Development of permission-based mailing lists

 Metrics:
o Open rate
o Click-through rate
o Conversion rate

Pay Per Click Marketing

Ad copy and selecting the right keywords is essential,
rather than, deep pockets. Developing effective copy within a limited
space is a unique skill. You need to identify what the customer is
thinking and how he will try and find you. PPC charges are steadily
increasing so it's more important than ever to manage your
campaigns effectively & efficiently.

Blog Marketing

Just because a website looks like a website doesn't

mean it's just a website. It could be a blog too. Blogs have lots of
great tools build into them that make search engines like them a lot
more than a static website. Features like category tags, RSS feeds
and the 'pinging' of new content to other sites means you can't afford
to ignore the value of blogging as an internet marketing strategy.

15
Search Engine Optimization
SEO (organic search optimization) can engage
prospects at different points of the buying process and provide long
term returns.

Banner Ad Testing
Display media has many opportunities for optimization
with both creative testing and media targeting.

Social Media Marketing

Social media is a rapidly evolving channel with many
risks and rewards. Facebook, Orkut, Twitter are some social marketing
websites for promoting your business, and it is very effective way to
promote your website to maximum users of Internet.

Affiliate Marketing
This is process in which a product or service
developed by one person is sold by other active seller for a share of
profits. The owner of the product normally provides some marketing
material (sales letter, affiliate link, tracking facility).

Local internet Marketing

This is the process of a locally based company
traditionally selling belly to belly and utilizing the Internet to find and
nurture relationships, later to take those relationships offline.

Blackhat Marketing
This is a form of E-marketing which employs deceptive,
less than truthful methods to drive web traffic to a website or affiliate
marketing offer. This method sometimes includes spam, cloaking
within search engine result pages, or routing users to pages they didn't
initially request.
16
Viral Marketing
 Hot Mail was one of the first examples of viral marketing

 Another “e” term for “word-of-mouth” advertising

 Bulletin boards, e-mail, chat rooms are the major conduits for viral
campaigns

Affiliate Marketing
 This basically refers to selling other people’s product in return for
a commission. This is probably the fastest way anyone can get
started with earning money online. Not going to explain how this
is done as you’re going to find out how later.

 Partnership and affiliate programs are booming

 Cooperation between online companies

 Commission programs and banner exchange programs lead this

channel

Banner Advertising
 Volatile history with sharply declining click through rates

 New forms such as java, active x

 Pop-ups, pop-under and other new delivery methods are gaining

acceptance

 Branding is possible with banners

17
Search Engine Optimization
• The process of improving the volume and quality of traffic to a
web site from search engines via "natural" ("organic“) search
results
• SEO is the single-most important online marketing activity
• The benefits of a well “SEO” site will be dramatic

E-Marketing Mix

The e-Marketing Strategy is normally based and built

upon the principles that govern the traditional, offline Marketing -
the well-known 4 P's (Product - Price - Promotion - Positioning) that
form the classic Marketing mix. Add the extra 3 P's (People -
Processes - Proof) and you got the whole extended Marketing mix.
Until here, there are no much aspects to differentiate e-Marketing
from the traditional Marketing performed offline: the extended
Marketing mix (4 + 3 P's) is built around the concept of
"transactional" and its elements perform transactional functions
defined by the exchange paradigm. What gives e-Marketing its
uniqueness is a series of specific functions, relational functions, that
can be synthesized in the 2P
+ 2C+ 3S formula: Personalization, Privacy, Customer Service,
Community, Site, Security, Sales Promotion.
These 7 functions of the e-Marketing stay at the base of any e
Marketing strategy and they have a moderating character, unlike the
classic Marketing mix that comprises situational functions only.
Moderating functions of e-Marketing have the quality of moderate
operate upon all situational functions of the mix (the classic 4 P's)
and upon each other.

18
 1. Personalization

The fundamental concept of personalization as a part of

the e-Marketing mix lies in the need of recognizing, identifying a
certain customer in order to establish relations
(Establishing relations is a fundamental objective of Marketing). It is
crucial to be able to identify our customers on individual level and
gather all possible information about them, with the purpose of
knowing our market and be able to develop customized,
personalized products and services.
For example, a cookie strategically placed on the website visitor's
computer can let us know vital information concerning the access
speed available: in consequence, if we know the visitor is using a
slow connection (eg. dial-up) we will offer a low volume variation of
our website, with reduced graphic content and no multimedia or
flash applications. This will ease our customer's experience on our
website and he will be prevented from leaving the website on the
reason that it takes too long to load its pages.
Personalization can be applied to any component of the Marketing
mix; therefore, it is a moderating function.

2. Privacy
Privacy is an element of the mix very much connected
to the previous one - personalization. When we gather and store
information about our customers and potential customers (therefore,
when we perform the personalization part of the e-
Marketing mix) a crucial issue arises: that of the way this
information will be used, and by whom. A major task to do when
implementing an e-Marketing strategy is that of creating and
developing a policy upon access procedures to the collected
information.

19
 This is a duty and a must for any conscious marketer to consider all
aspects of privacy, as long as data are collected and stored, data
about individual persons.
Privacy is even more important when establishing the e-Marketing
mix since there are many regulations and legal aspects to be
considered regarding collection and usage of such information.

2. Customer Service

Customer service is one of the necessary and required

activities among the support functions needed in transactional
situations.
We will connect the apparition of the customer service
processes to the inclusion of the "time" parameter in transactions.
When switching from a situational perspective to a relational one,
and e-Marketing is mostly based on a relational perspective, the
marketer saw himself somehow forced into considering support and
assistance on a non-temporal level, permanently, over time. For
these reasons, we should consider the Customer Service function
(in its fullest and largest definition) as an essential one within the e-
Marketing mix.
As we can easily figure out, the service (or assistance
if you wish) can be performed upon any element from the classic 4
P's, hence its moderating character.

3. Community

We can all agree that e-Marketing is conditioned by the

existence of this impressive network that the internet is. The merely
existence of such a network implies that individuals as well as
groups will eventually interact. A group of entities that interact for a
common purpose is what we call a "community" and we will soon
see why it is of absolute importance to participate, to be part of a
community.

20
 The Metcalf law (named after Robert Metcalf) states that
the value of a network is given by the number of its components,
more exactly the value of a network equals the square of the
number of components. We can apply this simple law to
communities, since they are a network: we will then conclude that
the value of a community rises with the number of its members. This
is the power of communities; this is why we have to be a part of it.
The customers / clients of a business can be seen as part of a
community where they interact (either independent or influenced by
the marketer) - therefore developing a community is a task to be
performed by any business, even though it is not always seen as
essential. Interactions among members of such a community can
address any of the other functions of e-Marketing, so it can be
placed next to other moderating functions.

4. Site

We have seen and agreed that e-Marketing interactions

take place on a digital media the internet. But such interactions and
relations also need a proper location, to be available at any moment
and from any place - a digital location for digital interactions.
Such a location is what we call a "site", which is the most
widespread name for it. It is now the time to mention that the
"website" is merely a form of a "site" and should not be mistaken or
seen as synonyms. The "site" can take other forms too, such as a
Palm Pilot or any other handheld device, for example. This special
location, accessible through all sort of digital technologies is
moderating all other functions of the e-Marketing - it is then a
moderating function.

6. Security

The "security" function emerged as an essential

function of e-Marketing once transactions began to be performed

21
 through internet channels. What we need to keep in mind as
marketers are the following two issues on security:
- Security during transactions performed on our website, where we
have to take all possible precautions that third parties will not be
able to access any part of a developing transaction;
- Security of data collected and stored, about our customers and
visitors. A honest marketer will have to consider these possible
causes of further trouble and has to co-operate with the company's
IT department in order to be able to formulate convincing messages
towards the customers that their personal details are protected from
unauthorized eyes.

7. Sales Promotion

At least but not last, we have to consider sales

promotions when we build an e-Marketing strategy. Sales
promotions are widely used in traditional Marketing as well, we all
know this, and it is an excellent efficient strategy to achieve
immediate sales goals in terms of volume.
This function counts on the marketer's ability to think creatively: a lot
of work and inspiration is required in order to find new possibilities
and new approaches for developing an efficient promotion plan.
On the other hand, the marketer needs to continuously keep up with
the latest internet technologies and applications so that he can fully
exploit them. To conclude, we have seen that e-Marketing implies
new dimensions to be considered aside of those inherited from the
traditional Marketing. These dimensions revolve around the concept
of relational functions and they are a must to be included in any e-
Marketing strategy in order for it to be efficient and deliver results.

22
E Marketing Strategies
• The Offer: Product strategies – Existing products sold online or
new products offered to the customers
• The Value: Pricing strategies – Dynamic pricing and Online
bidding
• Distribution strategies – Direct marketing and Agent E Business
models
• Marketing Communication strategies
• Relationship Management strategies – CRM software + customer
behavior = comprehensive database

6 simple steps to start e-Marketing

Starting e-Marketing is easy but walking on the right

path is not so easy. There are just too many options you can
consider! However, typically I would recommend my clients to follow
6 simple steps to plan and start doing e-Marketing and they are:

1. Building Effective Website

2. Designing Compelling Messaging
3. Sending Strategic Newsletters
4. Online Advertising
5. Managing Customer Databases
6. Building Alliances

(1)Building an Effective Website - I have shared in other articles how

important it is a website for e-Marketing to be successful. It is not
only design and layout but also the real business strategy behind.
You have to consciously to make your website effective for your
business and engaging your customers interactively. A website will
23
 only perform well when it is being revised and updated according to
the environmental changes with Compelling Messaging.

(2)Designing Compelling Messaging - It is really back to marketing basics

about communications. You have to high play your
products/services' benefits rather than functionality in order to
distinguish your differential advantages over your competition. A lot
of time, customers' buying decisions are based on trusts that built on
the success references you are giving of other cases. Before you
get this right, e-Marketing will never be a success.

(3)Sending Strategic Newsletters - e-Newsletters are so easy to send out

if you have any emails of our suppliers, partners, customers and
prospects. However, your compelling messaging must be ready
before your e-Newsletters can be successful. In additional, you need
to send out useful information or knowledge occasionally other than
sales promotions in order to attract your target audience to keep
subscribing your newsletter.

(4)Online Advertising - The most basic Online Advertising option I

recommend is Search Engine Marketing. It is becoming mandatory
for any companies nowadays to make sure their company
information/advertisements are showing on the first page of search
results. Without doing this, your website will just never be found in a
very long while, Other Online Advertising options can 30 be Web
Banner Ad on your target customers populated websites or
contextual advertising, etc.

(5)Managing Customer Databases - When you start doing e-Marketing,

the next important thing is to keep up with your customer
database(s). This is very crucial because your customer database
will grow throughout your e-Marketing activities. The most basic way
to do this is to use Excel or Outlook or any other mail clients but as
you grow your customer database, it is better to adopt Customer
Relationship Management software or an e-Marketing campaign
software.
24
(6)Building Alliances - No one can be successful by doing e-Marketing
alone and this is the fact! Hence, building alliances and letting your
alliances to promote your products/services in their websites and
other channels are the very key to success with e-Marketing. You
potential return on investment (ROI) will grow even better than you
can imagine.

How to Business Successful Through Internet?

Internet the way we do business today. It has broken
physical boundaries and has provided each small, big and mega
businesses a global business opportunity. Your online presence,
your website provides you an equal opportunity to have your
presence felt.

The irony those among the millions of websites ruling

the internet world only thousands are successful. As they say you
not only need a quality product or service, you need to package and
most importantly sell it. That leads us to the question how to get
successful online? Simple answer packages your website and
makes people aware of it.

The basic rules of business apply here too with the

difference that here you cater to a global market. The internet offers
you with a variety of tools which applied correctly can make the
winning difference.

25
 Your website needs a design and for this you need a
web designer. Correct web design, colors and correct placement of
web elements on your web page are important aspects for your site
to succeed.

Remember to maintain a contact page which mentions

your contact details on the site have a sitemap and design the site
for users. It is of utmost importance that you keep search engine
optimization factors in mind. Have your pages titled. For more on
this contact a web designer.

If you are in business retail or manufacturing a good idea is to have

your site e-com enabled. You must have shopped on the internet, if
not you are among the chosen few. If you have you must be aware
of the shopping cart on the e-commerce site. The shopping cart
enables your visitors to manage their shopping well. You will need a
payment gateway and a merchant account to receive money for
sales. To test out your site integrate it with Paypal and try out the
shopping experience.

1. So your site seems to be ready now. Next step. Make your site
presentable and make it known. So we are now into advertising
and marketing of your website. Here note this that 95% of
websites gets visitors from referred from search engines. These

26
 search sites work like a gateway to the internet world.

2. Your next step towards making your site known to others is to

follow the search engine optimization tips offered by the search
engines while making your site. You should look for the terms
people use to search your type of service or product and create
your site around it. As in the advertising world headings for your
pages should be catchy. Internet visitors scan web pages for
information instead of reading through them, so all the rules of
advertising world which helps in writing the content for the
advertisement apply here. Do it yourself, get to know what the
inverted pyramid style of writing is or hire a web designer, see
specialist to do it for you.

3. With pay per click, the internet advertising world has

revolutionized. It offers you advertising opportunities on the net for
a few shillings. Check out Google Ad sense or Overture PPC
campaigns. These are offered by mostly the leading search
engines and your advertisements are displayed on the search
result pages of these sites for keywords you choose. If controlled
optimally you can benefit from these. Use PPC to get visitors to
your site during the launching period. Dual benefits. One you get
visitors though your site is too new and second due to advertising,
your site gets noticed. If you are not aware of this, use the
services of a PPC management company to do this for you.

4. So what else to look out for? Interaction. Give reasons to your

visitors to come back to your site. Start a newsletter campaign.
Offer your visitors something free. Give them tips. Start a blog.
Make your visitors come back to your site.

27
 5. Give them options to sign up for your newsletter free. You get
their emails and use a mailer program to send out regular mails to
them.

Choose the Purpose of Your Website

 Selling Products
 Selling Services
 Driving Traffic
 Selling Traffic
Selling Services

Of course not all products are physical and selling services has never
been easier when using the Internet. Now lawyers, consultants and
educators can provide information and/or advice and charge for it
through their website. Using tools like Internet files, discussion boards,
and web conferencing makes these professional services available to
a wider audience. Location is no longer an issue.

Offering Services

The Internet is a terrific way for service providers to connect with their
customers and meet the needs of their customers even if it is not face
to face. Here are some of the services you can now provide to
customers through your website:
 Consulting
 Education
 Advice
 Resource Management
 Recommendations
With the Internet tools now available you can upload files, books,
videos, manuals and even whole university courses. Your customers
can take advantage of your services, and you get paid, all online.
28
Providing Information

The Internet is a fantastic way to reach your target audience and sell
information. If you have access to a database or specialized
information you can charge your customers to view it. Here are some
of the types of information sites where you can make money:
 Real Estate
 Investing
 People Finding
 Consumer Reports
 Book Summaries

Opportunities of E-Marketing
1. Incremental revenues

 The internet is a level playing field in terms of sales and marketing

 Everyone can attract new clients through very targeted and

measurable marketing

 Global distribution reach is available to all, not just the major

brands that have global networks

2. Reduced cost of sale

 A brand web site has the lowest cost of sale

 Enables business to be “channel shifted” from more expensive

channels, such as travel agency or call centers

29
  A strong brand web site enables the reliance on OTAs to be
reduced and relationships to be renegotiated in order to bring
down the overall cost of sale

3. Enhanced brand loyalty and client relationships

 A direct client should be retained for future marketing and

relationship building

 A customer booking through an OTA is likely to remain loyal to

the booking channel

 Actively seek to build relationships with clients delivered through

OTAs for future, cheaper marketing
Also,
• Internationally more than 33% of surfers buy online
• E Marketing reduces prices
• Huge potential for growth (70% rural population)
• E Intermediaries
• Affordable computers and internet connectivity
• Desire of the customers
• Cheaper technology

30
Purchasing variations

The three most common ways in which online advertising is purchased

are :
 CPM
 CPC
 CPA.
 CPL
 CPE

CPM (Cost Per Impression)

Where advertisers pay for exposure of their message to a specific

audience. CPM costs are priced per thousand impressions, or loads of
an advertisement. However, some impressions may not be counted,
such as a reload or internal user action. The M in the acronym is the
Roman numeral for one thousand.

CPV (Cost Per Visitor) or (Cost per View in the case of Pop
Ups and Under)
Where advertisers pay for the delivery of a Targeted Visitor to the
advertisers website.

CPC (Cost Per Click):

Also known as Pay per click (PPC). Advertisers pay each time a user
clicks on their listing and is redirected to their website.
They do not actually pay for the listing, but only when the listing is
clicked on. This system allows advertising specialists to refine
searches and gain information about their market. Under the Pay per
click pricing system, advertisers pay for the right to be listed under a
series of target rich words that direct relevant traffic to their website,
and pay only when someone clicks on their listing which links directly
to their website. CPC differs from CPV in that each click is paid for
regardless of whether the user makes it to the target site.

31
CPA (Cost Per Action) or (Cost Per Acquisition) advertising
It is performance based and is common in the affiliate marketing sector
of the business. In this payment scheme, the publisher takes all the
risk of running the ad, and the advertiser pays only for the amount of
users who complete a transaction, such as a purchase or sign-up. This
is the best type of rate to pay for banner advertisements and the worst
type of rate to charge.

CPL (Cost Per Lead) advertising

It is identical to CPA advertising and is based on the user completing a
form, registering for a newsletter or some other action that the
merchant feels will lead to a sale. Also common, CPO (Cost Per
Order) advertising is based on each time an order is transacted.
Cost per conversion describes the cost of acquiring a customer,
typically calculated by dividing the total cost of an ad by the number of
conversions. The definition of
"Conversion" varies depending on the situation: it is sometimes
considered to be a lead, a sale, or a purchase.
CPE (Cost per Engagement) is a form of Cost per Action
Pricing first introduced in March 2008. Differing from cost-per
impression or cost-per-click models, a CPE model means advertising
impressions are free and advertisers pay only when a user engages
with their specific ad unit. Engagement is defined as a user interacting
with an ad in any number of ways.

32
Advantages of E-Marketing:

When compared to traditional marketing, E-Marketing is

the apt way to promote your products and services globally. There are
many advantages some of which are listed below.

Global Reach

 No physical or geographical limitations- The use of the

internet as the mainstay of operations virtually eliminates
geographical boundaries.
 Access to unknown buyers and sellers.
 Own your virtual office.
 Always accessible (24/7)
 Enhance your business prospects and profits.
 Reach target audience.
 Publicizing your business through various chambers of
commerce & Industry and trade Associations.

Easy Marketing
 Classified information on competitive products.
 Acquire product knowledge.
 Compare products & Services.
Economics
 Cost effective strategies.
 Faster & easier access to products, buyers and sellers.
 Save Time and money you spend on sending faxes, couriers
etc.
 Save money you spend on printing Catalogs, Brochures and
other promotional material.
Updates
 Change of content is possible immediately.
 Add new products and services.

33
  Link other principle sites to your e Brochures for wider
content reach.
 Add latest news, events and other information immediately.
More attractive compared to physical brochures
 Graphical user interface.
 Provide product animations.

Also,
 Internet adverting enables good conversion tracking
 Targeting : trick is to place your ad where the right customers
can see it
 Internet advertising is huge
 Internet advertising has a lower entry-level fees
 Internet advertising can be much cheaper
 Internet advertising has greater range
 Budget is low
 The presentation to the market:
 Relatively trouble-free: choose from a variety of advertisement
ways like Banner Ads, text ads, etc. All from the comfort of your
home.
 Update ads: You can easily test the market
 Direct Response:

34
Disadvantages of Internet Marketing
 Limitation-internet marketing requires customers to use newer
technologies rather than traditional media. Low-speed Internet
connections are another barrier. From the buyer's perspective,
the inability of shoppers to touch, smell, taste or "try on" tangible
goods before making an online purchase can be limiting.
However, there is an industry standard for e-commerce vendors
to reassure customers by having liberal return policies as well as
providing in-store pick-up services.
 Security concerns-Information security is important both to
companies and consumers that participate in online business.
Many consumers are hesitant to purchase items over the Internet
because they do not trust that their personal information will
remain private. Recently some companies that do business online
have been caught giving away or selling information about their
customers
 Broadband induced trends-Online advertising techniques have
been dramatically affected by technological advancements in the
telecommunications industry. Online advertisers are working
feverishly to design rich multimedia content that will engender a
“warm-fuzzy” feeling when viewed by their target audience.
 effects on industries-Internet marketing has had a large impact
on several previously retail-oriented industries including music,
film, pharmaceuticals, banking, flea markets as well as the
advertising industry itself

35
Challenges
• Data privacy or Data Protection
• Low percentage of computer penetration
• Internet connectivity
• Low percentage of surfers entering into online transactions
• Misuse of Credit cards
• Cyber security
• Cyber crime
• Loss of personal touch in shopping
• Legal issues (Trade mark, Domain name, Copyright, Jurisdiction
issues, etc.)
• Mistaken purchases or auctions

36
 1.5 Literature Review

4 P’s and additional 3 P’s of e-marketing

 Conventional
o Product : Physical item or service that a company is selling

o Price : Amount the customer pays for the product

o Place : How the product/service gets to the customer,

sometimes called “place” referring to “where” a
product/service is sold

o Promotion : Any means of spreading the word about the

product

 Additional

o People : Right person, trained well, motivated

o Process : Providing services to customers

o Publishing : Case studies, testimonials

37
7 Cs of E-Marketing

Contract:

The e-marketer’s first goal is to communicate a core promise for a

truly distinctive value proposition appealing to the target customers.

Content:

It refers to whatever appears on the website itself and on hot linked

websites. If chosen appropriately, it can increase both the rates at
which browsers are converted into buyers and their transactions.

Construction:

The promises made by e-marketers are not unique to the Internet,

but the medium’s interactive capabilities make it easier for them to
deliver on their promises quickly, reliably, and rewardingly.
In practice, this means that promises must be translated into specific
interactive functions and Web design features collectively giving
consumers a seamless experience. Such design features as one-
click ordering and automated shopping help deliver the promise of
convenience.

Community:

Through site-to-user and user-to-user forms of interactivity (such as

chat rooms), e-marketers can develop a core of dedicated
customers who become avid marketers of the site too.

38
Concentration:

Targeting through online behavioral profiling. Advertisers have

known for some time that behavioral targeting is vastly superior to
simple demographic targeting. Knowledge of a consumer’s past
purchases interests, likes/dislikes, and behavior in general allows an
advertiser to target an advertisement much more effectively
Department stores have long kept track of consumers’ past
purchases. They are thus able to project what other types of
products a consumer might be interested in and then send an
appropriate coupon or sale offer. Credit card companies are the
ultimate gatherers of behavioral targeting information. They maintain
vast databases of cardholders’ past transactions, and they sell lists
of this data to advertisers. The same type of behavioral model is
forming on the Internet. Publishers and advertisement networks
monitor the items that a consumer has expressed interest in or
purchased on a site (or network of sites) in the past and target
advertisements based on this information.

Convergence:

We will soon enter the next round of the E-marketing battle as

broadband reaches the masses. The Internet will become more
ubiquitous and wireless; televisions will become more interactive;
video/data/voice appliances will converge; brand advertising and
direct marketing practices will integrate; domestic brands, commerce
and marketing will become even more global; and big marketing
spenders will spend more money online. Many companies that are
well positioned today will need to continue to evolve to take
advantage of the opportunities. The success of Internet advertising
companies will largely be driven by how they maneuver among the
coming developments. Rich media, brought on by broadband, will
allow advertisers much greater creativity by bringing in new types of
advertising to the Internet, as well as enhancing some of the more
39
traditional forms. Broadband technology will allow the convergence
of television and the Internet. Dubbed “interactive TV,” in its simplest
form, will consist of a television with some interactive capabilities.
Basically, a user will see a television screen that is three-quarters
traditional television, but with a frame that has Internet capabilities.
This frame will allow users to access up-to-the-minute sports scores
or news on the Web, for example. More importantly for E-
marketers, it would allow viewers to immediately leap to the website
of an advertiser whose ad was being shown. The user could find out
more information or order the product right there.

Commerce:

The last emerging fundamental of e-marketing is commerce,

whether it includes offering goods and services directly, or marketing
those of another company for a fee, thus helping to cover the fixed
costs of site operations and to offset customer acquisition costs.
To be successful on the Internet, e-marketers will have to do more
than reproduce their off-line business models on line because these
business models work only at considerable scale. Interestingly, It is
possible for online marketers to be profitable even at lower sales
volume if they exploit efficiencies in e-Marketing and synergies with
the off-line business, with examples as follows.

40
Internet Marketing Strategies: Three Step Formula
[1]Developing Your Product

Your first step will be to develop a great product. You're

probably thinking that's easier said than done, but it's really not.
The absolute best product is one that you can develop yourself
and deliver over the Internet. With today's technology, there is
absolutely no reason why you can't create your own product.
The knowledge you have within your own mind is extremely
valuable. Everybody is good at something, has a special talent
or some specialized knowledge. Use this knowledge to create a
product.

The key to developing a great product is exclusiveness. Your

product should be unique and not be in competition with
hundreds of other similar products. You must give your potential
customers exactly what they want. Develop a high-quality
product that fills a void to increase your chance of success.

Another consideration of great importance is your target market.

Keep in mind, the Internet is a global marketplace. Develop a
product with a large geographic target and a wide appeal. A
great product will fulfill a need or desire and provide instant
gratification.

Here are a few of the top sellers:

• Software
• Information
• Private sites
• Internet services

Before you develop your product, do some research -- find out

exactly what people want and develop your product accordingly.

41
 The most important consideration when developing your product
is quality. Your product should not only deliver what you
promise, but should go above and beyond the expected and
over deliver. Your customers satisfaction is of the utmost
importance.

[2] Developing Your Web Site

Once you've developed a great product, your next step will be to

develop a great web site. Your web site must be specifically designed
to sell your product.

Everything within your web site should have one purpose -- getting
your visitor to take action. Words are the most powerful marketing tool
you have. The right words will turn your visitors into customers. The
wrong words will cause them to click away and never return.

Your words are the entire foundation of your business. Your product,
your web site and your marketing strategies all depend upon your
words. Fancy graphics don't make sales -- words do.

Every word, sentence and headline should have one specific purpose -
- to lead your potential customer to your order page. Write your web
site copy as if you are talking to just one person. Identify a problem
and validate that one visitor's need for a solution. Continue to write and
explain why your product is the solution to their problem. Tell them
exactly what your product will do for them -- why it will solve their
problems and how. Pack your copy with benefits and more benefits.
Write to persuade -- that's the bottom line.

Here is some additional information on Search Engine Marketing.

42
[3] Developing Your Marketing Strategies

Your marketing strategy is the final process of your

plan. Your plan must include both short-term and long-term
strategies in order to succeed.

Short term marketing strategies are those that bring you a

temporary boost in traffic. Although these techniques are very
important to your over-all plan, they are only a temporary traffic
source and must not be solely relied upon.

Short term marketing strategies include:

Purchasing Advertising
• Participating in Forums
• Search Engines
• Etc.

Long term marketing strategies are those that bring you a steady
stream of targeted traffic over time. These strategies will
continue to produce results even years down the road.

Long term marketing strategies include:

• Opt-in Lists
• Blogging
• Social Networking Sites
• Social Bookmarking Sites
• Giving Away Freebies
• Article Marketing

43
 By creating and implementing a balanced marketing strategy,
using both short-term and long-term strategies, you will drive a
steady stream of targeted traffic to your web site.
If you use this simple formula when creating your
Internet marketing strategy and excel at all three, you can
literally

How to make the best e-marketing:-

 Get a good location
 Give people what they want
 Lure them in with enticing offers
 Make shopping (browsers) a pleasure
 Signpost things clearly. Give directions.
 Sell more while they are in shop. 1:3
 Keep in touch
 Database is very important, grow it. Add, Delete, Modify and
Maintain it. Quantify business from each contact

44
 2. Research Methodology

2.1Research objectives
 To study how the satisfaction level at work affects the customer
decision of being with organization.

 To identify business opportunities in current scenario by

marketing using internet.

 To identify how much students aware about Internet

 To identify Marketing Strategies to be adopted for Hikepar League

to launch a new business

 Importance of detailed competitive analysis to develop future

business plan

 To identify what type of advertisements actually students

preferred

45
 2.2Research design
 This project is done with the view of understanding the
workings of advertising at “Hikepar League” of pre-impact of
the advertisements on the targeted audiences.
 The advertisement recall study method is adopted to
understand the effectiveness of the advertisement which
should be effective.
 “A research design is the arrangement of conditions for
collection and analysis of data in a manner that aims to
combine relevance to the research purpose with economy in
procedure”
 The study was conducted on the basis of list of respondents
who were targeted for vehicle brand. From that customer
preference were collected and were enable to cover almost all
the leading brands. This was the research design for the
project.

46
 2.3 Method of data collection
 Primary Data:

The study mainly depends on primary data. Questionnaire

method will used to collect data.

Questionnaire Method: A questionnaire was distributed to number of

employees belonging to two different branches of the
organization. They were requested to fill up the form & return it.
Data was collected from these received forms.

PRIMARY DATA

By Survey:
This method implies the collection of information by asking or
filling survey form from students. The information obtained relates
to what is currently happening and is not complicated by either
the past behavior or future intentions or attitudes of respondents.

Sample Space:-

The total sample space for my questionnaire part was 10

Data Collected from the college students of Diploma Engineering
of MS University.

47
 3.Data analysis & Interpretation

Awareness about Internet

Reasons to use Internet

48
Ad preference to see

From data collected we can analyzed that

advertisement given on TV and Newspaper is suitable for
promotion when you are launching a new project or business
plan. “Hikepar League” is going to introduce a new online
competition for college students, so from above graph we can see
students use internet mostly for mail, chatting and social
networking sites, so it is better to make aware them on mail or
social networking sites. And there is a little awareness for using
internet in students so it will be less profitable for this company till
one to two year to grow at hike.

49
 4.Limitations of the study
There are several limitations with the study.

 The sample size use is only from one college students to draw
out a concrete conclusion

 The time devoted to complete the research was not enough.

 As with any descriptive research, the findings of this study are

to be accepted with several limitations. Since limitations of a
study can be viewed as directions for future research in the
field, it is pertinent to list limitations and future research
opportunities simultaneously.

 Promotional strategy which is discussed more focus on online

advertising and viral marketing, but it may possible that though
company running by website only, print media or TV is effective
way for marketing.

50
 5.Benefits of Study
 By studying this project each can have a deep knowledge about
what are major factors needs to consider when we start online
business.
 The language used is easy to understand and deeply described
each and every concept.
 A new era of marketing online is now easily understandable after
reading this project.

51
 6.Future Prospects
 Various promotional strategies such as participating in the
exhibitions, contests, etc. can be adopted.

 More emphasis can be given to Television advertisements with

respect to online advertisements

 Bandwidth increases enabling more powerful applications and

real time communications.

 More integrated technologies (TV, PCs, mobile based

technologies) making the internet more interesting and more
accessible.

 Awareness about internet is very little, so if such activity can be

done so students automatically attracts towards internet then this
business can easily grow to top level in near future.

52
 7.Conclusion
From this Project I discussed, I can say that today’s era
pure Internet addicted world going to increase day by day, so by
catching this opportunity e-Marketing is very developing in all
nations gradually. It breaks down logistical barriers, offers greater
flexibility, shrinks time and cost, simplifies complex business
processes, opens up new markets
The most important aspect for me is marketing of the
business on internet; if this is carried out effectively no one can
stop you from earning maximum. The other thing is that we
reached to the customer expectation in regarding to the product
quality, service, price, and the main is to increase knowledge with
the help of online study material, so the clients of company are
going to increase, the marketing dept performing good role with
all the clients.

53
 8.Contribution & Learning from Project

This is my Project through which I can give my own ability and

creativity for building any kind of business plan. I worked to build “Hikepar
league” a new venture first time in India. I have given idea about what type
of quality services customers really needs, which are not properly served
by others. I have contributed by giving survey report before launching the
plan, so company can have idea about how much ahead they can go.

This project has learnt me a lot about a real marketing under

guidance of corporate leaders. I have learnt how to deal with others, how to
promote offers, & company also. I have learnt new strategies of marketing
and building Brand image.

54
 9.Bibliography

Websites

 www.google.com

 www.doubleclick.com

 www.emarketing.com

Magazines & books

1- Google e-book “e-marketing strategy”

2- Business world

55
 10. Annexure
Survey Questions
Note: This questionnaire is for the purpose of data collection for the college
project for summer training Project in M.B.A.

(1) How much you aware about Internet?

o Fully
o Better
o Moderate
o Little
o None

(2) How many times you use internet in a month?

o Daily
o Weekly
o 15 days
o Monthly

(3) For which reason you surf Internet mostly?

o Entertainment
o Informative
o E-Mail / Social Networking sites / Chatting
o Soft wares
o Not Applicable

(4) Have you taken part in any competitive exam?

(a) Yes (b) No

(5) Have you given any online exam?

(a) Yes (b) No

56
 (6) How much you use Internet for your study?

o Less than 25%

o Around 25% to 50%
o Around 51% to 75%
o Around 76% to 100%

(7) Which Ad you prefer mostly to see?

o Newspaper
o Radio
o TV
o Internet

(8) On Internet which ad attracts you?

o Text Ad
o Pop Up Ad
o Flash Ad
o Banner Ad
o Not Applicable

(9) Which one type of study material will you choose if you are given
both?

(a) Books (b) Online material

(10)Any one talent OR skill you find in you?

(a)____________________ (b) Not Applicable

Thank You..!
57