A

Dissertation report on

“Contribution of Social Media Marketing Tool

(Facebook) to Sujit Aquariums”

Submitted by

Nikhil Rahangdale
Under the Guidance of

Dr. Smita Sovani

In partial fulfillment of the requirement

For the degree of

Masters of Business Administration

Through

Sinhgad Institute of Management, Pune

Year 2016-18

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 Content

Sr. Title Page no.

No.
1. Certificate 3

2. Acknowledgement 4

3. Declaration 5

4. Content (Extended) 6

5. List of Images 9

6 List of Graphs 9

7. List of Figures 10

8. List of Tables 10

9. Chapter 1: Introduction 11

10. Chapter 2: Company profile 17

11. Chapter 3: Theoretical framework 20

12. Chapter 4: Research methodology 32

13. Chapter 5: Data analysis and interpretation 34

14. Chapter 6: Findings and suggestions 42

15. Chapter 7: Conclusions 45

16. Chapter 8:References 47

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 C E R T I FI CAT E

This is to certify that the Dissertation Report entitled “Contribution of Social Media
Marketing Tool (Facebook) to Sujit Aquariums” which is being submitted herewith for the
award of the degree of Master of Business Administration to Savitribai Phule Pune
University, Pune is the result of the original research work completed by Mr. Nikhil
Rahangdale under my supervision and guidance and to the best of my knowledge and belief
the work embodied in this Dissertation Report has not formed earlier the basis for the award
of any degree or similar title of this or any other University or examining body.

Dr. Parag Kaljar Dr. Smita Sovani

(Director) (Project Guide)

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 Acknowledgement

I express my deep gratitude to my project guide Dr. Smita Sovani, Sinhagad Institute of
Management for their constant inspiration, timely counseling admirable guidance of the work
carried out in this project. I would like to express my gratitude towards Mr. Sujit Rembhotkar,
Owner of Sujit Aquariums for allowing me to work for them and for his constant guidance
during my work.

I would also like to thanks my colleague Mr. Shreetej Shilamkar for helping me out to gather all
the required data for this report.

Thankfully I ever remain.

Nikhil Rahangdale

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 D E C LARAT I O N

I, the undersigned, hereby declare that the Dissertation Report entitled “Contribution of
Social Media Marketing Tool (Facebook) to Sujit Aquariums” written and submitted
by me to the Savitribai Phule Pune University, in partial fulfillment of the requirements
for the award of degree of Master of Business Administration under the guidance of Dr.
Smita Sovani, Sinhagad Institute of Management , Pune is my original work and the
conclusions drawn therein are based on the material collected by myself.

Place: Pune

Nikhil Rahangdale

Date:

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 Content (Extended)

Sr.No. Content(Extended) Page

No.
1. Introduction 11

2.2 Introduction 12

1.2 Digital marketing 13

1.3 Social Media marketing 14

1.4 Need of Social Media Marketing 15

1.5 Objective of the Study 16

1.6 Scope of Study 16

2. Company Profile 17

2.1 Introduction 18

2.2 Social Media Presence 19

2.3 Company Products &Services

3. Theoretical Framework 20

3.1 Facebook 21

3.2 Key Concepts of Facebook used in Promoting a business 23

3.3 Facebook Page 23

3.3.1 How do I Create a Facebook Page? 24

3.3.2 Important features of Facebook Page 25

3.3.2.1 Page 25

3.3.2.2 Inbox 26
3.3.2.3 Notifications 27

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 3.3.2.4 Insights 27
3.3.2.5 Publishing Tools 28

3.3.2.6 Promotions 29

30
3.4 Facebook Ads
3.4.1 Facebooks Ads Manager 31

31
3.4.2 Your Marketing Software
4. Research Methodology 32

4.1 Research 33

4.2 Collection Of Data 33

4.3 Research Methodology 33

4.3 Tools used for Analysis & Interpretation 33

5. Data Analysis & Interpretation 34

5.1 The number of times Sujit Aquariums page has been viewed by 35
people
5.1.1 Analysis of Sujit Aquariums page views on the basis of Age and 36
Gender.
5.2 The number of new people who liked Sujit Aquariums Page 37

5.3 The number of people who had any posts from Sujit Aquariums 38
Page on their screen.
5.4 Analysis of types of posts, people was engaged on Sujit 39
Aquariums Facebook Page.
5.5 The number of new people who followed Sujit Aquariums 40
Facebook page.
5.6 Impact of Promotional activities done by Sujit Aquariums on 41
Facebook.
6. Findings & Suggestions 42

6.1 Findings 43

6.2 Suggestions 44

7. Conclusions 45

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 7.1 Conclusions 46

8. References 47

8.1 References 48

INTRODUCTION
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1.1 Introduction:

Marketing:

Image 1: Marketing and its Components

Marketing deals with identifying and meeting human and social needs. One of the shortest
definitions of marketing is “meeting needs profitably.” Whether the marketer is Procter &
Gamble, which notices that people feel overweight and want tasty but less fatty food and invents
Olestra; or CarMax, which notes that people want more certainty when they buy a used
automobile and invents a new system for selling used cars; or IKEA, which notices that people
want good furniture at a substantially lower price and creates knock-down furniture—all
illustrate a drive to turn a private or social need into a profitable business opportunity through
marketing.

According to a social definition, marketing is a societal process by which individuals and groups
obtain what they need and want through creating, offering, and exchanging products and services
of value freely with others. As a managerial definition, marketing has often been described as
“the art of selling products.” But Peter Drucker, a leading management theorist, says that “the
aim of marketing is to make selling superfluous. The aim of marketing is to know and understand
the customer so well that the product or service fits him and sells itself. Ideally, marketing should
result in a customer who is ready to buy.”7 The American Marketing Associa–tion offers this
managerial definition: Marketing (management) is 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 goals.

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1.2Digital Marketing:

Image 2: Digital Marketing.

The term 'digital marketing' was first used in the 1990s. In the 2000s and the 2010s, digital
marketing became more sophisticated as an effective way to create a relationship with the
consumer that has depth and relevance. Digital marketing is defined as “marketing that makes
use of electronic devices such as personal computers, smart phones, cell phones, tablets and
game consoles to engage with customers. Digital marketing applies technologies or platforms
such as websites, e-mail, apps (classic and mobile) and social networks”.

Peoples often referred digital marketing as 'online marketing' or 'internet marketing' but
it’s wrong. Digital marketing revolves around the Internet, which explains why people tend to
believe that digital marketing and Internet marketing are synonymous. Nonetheless, they are
different. Internet marketing falls under the category of digital marketing. Internet marketing
encompasses digital marketing services such as search engine optimization, display advertising,
and email marketing.

Various Platforms of Digital Marketing:

1. Search Engine Optimization (SEO).
2. Search Engine Marketing (SEM).
3. Social Media marketing (SMM).
4. Email Marketing.
5. Mobile Marketing.

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1.3Social Media Marketing:

Image 3: Social Media Marketing

Social media marketing refers to the process of gaining traffic or attention through social media
sites. Social media marketing is the use of social media platforms and websites to promote a
product or service. Although the terms e-marketing and digital marketing are still dominant in
academia, social media marketing is becoming more popular for both practitioners and
researchers. Most social media platforms have built-in data analytics tools, which enable
companies to track the progress, success, and engagement of ad campaigns. Companies address a
range of stakeholders through social media marketing, including current and potential customers,
current and potential employees, journalists, bloggers, and the general public. On a strategic
level, social media marketing includes the management of a marketing campaign, governance,
setting the scope (e.g. more active or passive use) and the establishment of a firm's desired social
media "culture" and "tone."

Social media marketing programs usually centre on efforts to create content that attracts
attention and encourages readers to share it across their social networks. The resulting electronic
word of mouth (WoM) refers to any statement consumers share via the Internet (e.g., web sites,
social networks, instant messages, news feeds) about an event, product, service, brand or
company. When the underlying message spreads from user to user and presumably resonates
because it appears to come from a trusted, third-party source, as opposed to the brand or
company itself, this form of marketing results in earned media rather than paid media.

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Various Social Media Marketing Platforms:

 Facebook
 Instagram
 Youtube
 Twitter
 Snapchat
 LinkedIn
 Quora
 Pinterest

1.4Need of Social Media Marketing:

 Increased Brand Awareness

 More Inbound Traffic
 Improved Search Engine Rankings
 Higher Conversion Rates
 Better Customer Satisfaction
 Improved Brand Loyalty
 More Brand Authority
 Cost Effective
 Gain Marketplace Insights
 Thought Leadership

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1.5Objective of Study:
 To increase the number of page views for Sujit Aquariums on Facebook.
 To increase the number of page likes for Sujit Aquariums on Facebook.
 To increase the reach of Sujit Aquariums on Facebook.
 To increase post engagements of Sujit Aquariums.
 To increase the number of followers of Sujit Aquariums Facebook page.
 To analyze the performance of Promotional activities done by Sujit Aquariums on
Facebook.

1.6Scope of Study:
 This study helps us to understand how to increase views for our Facebook page
and also to know about the people who already viewed our page.
 This study helps us to understand how many people are liking our page and also
how can we attract more people to like our page.
 This study helps us to know about our business reach and how can we increase it
to acquire larger audience.
 This study helps us to understand how can we increase our page followers list so
that more and more people could view our posts on regular basis.
 This study helps us to analyze the performance of our organic and paid
promotional activities.

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 Chapter 2:

Company Profile

2.1 Introduction:

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 Image 4: Sujit Aquariums Logo.

This company is the outcome of a business entity started by the owner, Sujit Rembhotkar’s
father, Mr. Suhas Rembhotkar, in his house with a mere setup of 3 aquariums in 1971 at Navi
Peth, Pune, which still has the shop and happens to be the residence of the family.

A branch of the same shop was started at Kothrud by the name Sujit Aquariums in the year 2009.
The head of this branch is Mr. Sujit Rembhotkar, who has expanded this company by leaps and
bounces from the past years.

Sujit Aquariums is now a renowned and reputed name in this hobby who also own’s the
dealership of 4 reputed brands offish food, medicine and accessories.
Two of which are German, Sera and Eheim. One is from Japan i.e. Hikari, which is considered as
one of the best fish food brands in the market.
And one from America that is Seachem, which provides Setup, waterconditioners for specific
type of fish and additives for the aquarium which keeps the water clean and ensures healthy life
of fish.

This Store is retail as well as a wholesale store that provides quality fish and where not just
earning money is the main motive but spreading and development of hobby is. Sujit Aquariums
deals in ornamental Fish, Exotic fish, Fish foods, Accessories, tank related equipment’s for
freshwater, saltwater, plants as well as hardscapes.

SujitAquariums based in Pune which deals in aquarium related products are currently among the
top traders in the Pune city. They are the major suppliers of fishes, fish foods, filters, accessories
and lot more. Sujit Aquariums owns the dealership of 4 major companies i.e., SERA,
Seachem,Hikari and EHEIM. Sujit Aquariums is one of the dealer of all the aquarium related
products in Maharashtra. Small retailers from various districts are their customers rather than the
regular hobbyists who are very enthusiastic related to this hobby

2.2 Social Media Presence:

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 Facebook
 Instagram

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 Chapter 3:

Theoretical Framework

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3.1 Facebook:

Image 5: Facebook Marketing (SMM tool)

Facebook is an American online social media and social networking service company based
in Menlo Park, California. The Facebook website was launched on February 4, 2004, by Mark
Zuckerberg, along with fellow Harvard College students and roommates, Eduardo
Saverin, Andrew McCollum, Dustin Moskovitz, and Chris Hughes.
The founders had initially limited the website's membership to Harvard students; however, later
they expanded it to higher education institutions in the Boston area, the Ivy League schools,
and Stanford University. Facebook gradually added support for students at various other
universities, and eventually to high school students as well. Since 2006, anyone who claims to be
at least 13 years old has been allowed to become a registered user of Facebook, though variations
exist in the minimum age requirement, depending on applicable local laws. The Facebook name
comes from the face book directories often given to United States university students. The
company held its initial public offering (IPO) in February 2012, and began selling stock to the
public three months later, reaching an original peak market capitalization of $104 billion, a new
record. Facebook makes most of its revenue from advertisements which appear onscreen.

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 Image 6: Facebook Home Page

Facebook may be accessed by a large range of devices with Internet connectivity, such
as desktop, laptop and tablet computers, and smartphones. After registering to use the site, users
can create a customized profile indicating their name, occupation, schools attended and so on.
Users can add other users as "friends", exchange messages, post status updates, share photos,
videos and links, use various software applications ("apps"), and receive notifications of other
users' activity. Additionally, users may join common-interest user groups organized by
workplace, school, hobbies or other topics, and categorize their friends into lists such as "People
From Work" or "Close Friends". Additionally, users can complain about or block unpleasant
people.
Facebook has more than 2 billion monthly active users as of June 2017. Its popularity has led to
prominent media coverage for the company, including significant scrutiny over privacy and the
psychological effects it has on users. In recent years, the company has faced intense pressure
over the amount of fake news, hate speech and depictions of violence prevalent on its services,
all of which it is attempting to counteract.
In March of 2018 it was revealed that the political data analysis firm Cambridge
Analytica "harvested" personal information from over 50 million Facebook profiles, which it
then utilized in its work on behalf of Donald Trump's presidential campaign. After initially trying
to downplay the scope of the leak, Facebook, facing criticism and accusations of misleading
investigators banned Cambrdige Analytica from buying adds on the website. Reviews of

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documents and interviews with former Facebook employees suggested that as of 2018
Cambridge Analytica was still in possession of the information. The Guardian further reported
that Facebook had known about this security breach for two years, but did nothing to protect its
users. The Massachusetts Attorney General announced that her office is launching an
investigation into Facebook.
3.2 Key Concepts of Facebook used in Promoting a Business:

Fig.1: Key concepts of Facebook

3.3 Facebook Page:

A Facebook page is a public profile specifically created for businesses, brands, celebrities,
causes, and other organizations. Unlike personal profiles, pages do not gain "friends," but "fans"
- which are people who choose to "like" a page. Pages can gain an unlimited number of fans,
differing from personal profiles, which has had a 5,000 friend maximum put on it by Facebook.
Pages work similarly to profiles, updating users with things such as statuses, links, events, photos
and videos. This information appears on the page itself, as well as in its fans' personal news
feeds.

Facebook pages grew out of Facebook groups, which were increasingly being used by companies
and organizations, but were also cluttered by a lot of general interest groups. Unlike page,
Facebook groups don't support Facebook Markup Language or Facebook apps, so pages provide
much more functionality.

A Facebook page may incorporate the following:

 Company/organization overview
 Contact info

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  Press releases
 RSS feeds
 Twitter updates
 Company news and status updates
 Customer comments/interaction

Facebook pages can also be highly customized to dispaly corporate logos and promotional
products. Depending on the business, a Facebook page may be used to alert fans about upcoming
promotions or deals, or query consumers about their preferences. Apps can also be added to
increase a Facebook page's functionality, allowing it to connect to an RSS feed or relevant
YouTube videos. These functions allow a Facebook page to act as an integrated marketing
platform.

Image 7: Facebook page of a Business enterprise, Sujit Aquariums

3.3.1 How do I Create a Facebook Page?

Pages are for businesses, brands, organizations and public figures to share their stories and
connect with people. Like profiles, Pages can be customized with stories, events and more.
People who like or follow a Page can get updates in News Feed.
To create a Page:

1. Go to facebook.com/pages/create

2. Click to choose a Page type.

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 3. Fill out the required information.

4. Click Get Started and follow the on-screen instructions.

Note: Anyone can create a Page, but only official representatives can create a Page for an
organization, business, brand or public figure.

3.3.2 Important Features of Facebook Page:

Fig.2: Features of Facebook page.

3.3.2.1 Page:
The Page is the Timeline of the particular Facebook page. Your timeline is where you
can see your posts or posts you've been tagged in displayed by date. Your timeline is also
part of your profile. You can post to your timeline either from the top of your timeline or
from News Feed. It is the first of the landing pages whenever any user searches for your
Facebook page.

The page allows the user to write about the product or services, upload photos and
videos, create event related to your business, advertise your business, etc. by generating
content and posting it on the Company’s Facebook page. It allows you to invite your
friends and also the people who are somehow related to like your page. Basically, the
Page is the first impression of any company who uses it to promote their business.
Therefore, it is important to keep it updated and designed nicely to attract more audience.
Thus, helping the company to increase its reach on Social Media Platform.

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3.3.2.2 Inbox:
Messaging on your Page makes it easy for the people to connect with your business through
Messenger. It helps in building strong relationships and trust with the customers. More and more
people around the world are connecting through instant messaging – more than 1 billion people
use Facebook Messenger each month.1 It's a convenient way to let customers know that you're
listening and create personal connections with them, and it's automatically integrated with every
Facebook Page.

 By communicating through Messenger, you can:

 Have conversations with people directly from your Facebook business Page.
 Privately answer questions or concerns from customers about your business, their orders
or anything else.

 Let people know when you're available to answer their messages and Page comments and
messages.

Communicate with your Customers from anywhere at any time. Messenger is a great place to
have conversations to hear your customers’ opinions, answer questions, and provide information
about your business and much more.

 Turn Messaging on:

When you’re ready to start receiving and responding to messages, enable messaging
on your page so that customers can start conversations with you.

 Let people know that they can Message your Business:

You can run a local awareness ad with a "Send Message" Call to Action, share a
Messenger link that lets people start a conversation with you, set a code that people can scan to

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begin messaging you or create a username so that people can search for your business in
Messenger.

3.3.2.3 Notifications:
Notifications tell the user that something has been added to his or her profile page. Examples
include: a message being shared on the user's wall or a comment on a picture of the user or on a
picture that the user has previously commented on. Initially, notifications for events were limited
to one per event; these were eventually grouped category wise. For instance, 10 users having
liked a user's picture now count for one notification, whereas in the earlier stages, these would
have accounted for ten separate notifications. The number of notifications can be changed in the
settings section, to a maximum of 99. There is a red notification counter at the top of the page,
which if clicked displays the most recent ones.

3.3.2.4 Insights:

 Page Insights:
Page Insights helps to see how your Facebook business Page is doing, and how to
make it even better. Your Insights are a gold mine of interesting data. For instance, you’ll see
how many new likes you get each week and learn how your following is growing. This is very
helpful when you’re working on promotions because you can compare the numbers day to day
and week to week to see what works best.

 Get a pulse on your Audience:

With Page Insights, you can learn what posts people is engaging with, or not
engaging with, so that you can make informed decisions about what content resonates
best on your Page. These results will help you build your audience and get more people
interacting with your business through your Facebook Page.

 Who is On Your Page and What Are They Doing? :

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 Once you click on Insights, you’ll want to check out the Page Overview
first. Your users are broken down into categories: daily, weekly and monthly. The daily
users are your bread and butter. They are the fans who can make your Page dynamic.
You’ll learn the day or days of the week that have the most activity, which can be critical
to your marketing efforts. If Wednesday is your big day, that’s the perfect time for you to
do the biggest promotions, giveaways, contests, interactive posts, etc. Don’t let all the
colorful, squiggly lines throw you off; if you place your cursor over the lines on the graph
you will learn the following:
 How many “Liked” your page.
 How many unsubscribed from your page.
 How many commented on your page.

3.3.2.5 Publishing Tools:

Publishing tools is like the index of your Facebook Page. It shows you the posts
which have been posted lately and how did they perform during the particular period. It also
helps the user to create posts by adding photos or videos and nice content related to it. It has four
columns in the center of the page namely as Posts, Reach, Clicks/Actions and Published.

 Posts: This column shows all the posts which have been posted by the user till
now and also the content of the posts which is been used while publishing it.
 Reach: Reach helps the user to understand the reach of the content published
among its audience and other people who are somehow related to the posts.
 Clicks/Actions: This column depicts the information regarding the actions taken
by the user in order to view the content.
 Published: Published provides the data of when the posts were been posted on
the page, at what date, time and also with the name of the particular person who
posted it.

 Other features of Publishing tools:

The other features are listed in left hand side of the page divided into several
categories, such as: Posts, Videos, Sounds, Branded Content, and Lead Ad forms, Shop,
Events and Canvas. This feature helps the user to create attractive posts for its audience
and hence keeps them interested with the page.

 Boost Post:
When you boost a post, you select the audience that you want to see it. Choose
people who like your Page, extend it to their friends or even select a new audience that
you tailor by age, location, interests and more.

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  Set your budget:
You're in control of how much you spend on a boosted post – Facebook will never
charge more than the budget you select. The budget that you select is the per-day price of
boosting a post. Depending on the audience and budget that you choose, you may or may not
reach the maximum amount of your budget each day. Your daily budget for a boosted post is
reset everyday at midnight.

You can boost posts from your Pages Manager app, too. Simply create a post from
your mobile device and tap the Boost Post button.

3.3.2.6 Promotions:
This is the last feature of Facebook page which consists of the overall summary of promotional
activities carried out by the user. Here the user who writes the content and posts it on the page can
see the overview of his work. The promotion shows the total amount of money spend by the user on
the posts till now. It also provides the user reports of particular period of time during which you
have posted content on your page.

At the center of the page there are three boxes present with particular titles to it. This is the
result of the performance of the page and the posts till the date. It consists of the following data:
 People Reached: The number of people who saw one or more promotions for this ad
account. The number of people who saw your adverts at least once. Reach is different
to impressions, which may include multiple views of your adverts by the same people.
Reach gives you a measure of how many people were exposed to your message during
an ad campaign. People may not always click on your ads, but they may be more likely
to engage with your business when they see your message. Your reach can be affected by
your bid, budget and audience targeting.

 Post Engagements: The number of actions that people take on your promotions, such as
reactions, shares, video views and comments. The total numbers of actions that people
take involving your adverts. Post engagement indicates that your ads are relevant to your
target audience, which helps your ads perform better.
When people see ads that are relevant to them, they're more likely to interact with those
ads. This metric lets you measure these interactions and compare them to engagement
from other ads or campaigns. Post engagement includes all actions that people take
involving your ads while they're running. Post engagements can include actions such as
reacting to, commenting on or sharing the ad, claiming an offer, viewing a photo or
video, or clicking on a link.

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  Link Clicks: The number of clicks on links to selected destinations, such as your
website or lead forms. The number of clicks on ad links to selected destinations or
experiences on or off Facebook-owned properties. Link clicks are one way to measure
the interest that your ad generates among your audience. Digital advertisers have always
considered click-through rate as a measure of success for an online advertising
campaign. Pairing this with website conversions allows you to understand more about
what actions people take after they click on the link.
The metric counts link clicks in the ad container that lead to select destinations or
experiences.

3.4 Facebook Ads:

When setting up a paid Facebook ad, there are a lot of boxes to be checked. Are you
targeting the right people? Are your image dimensions to scale? Are you running the right type
of ad? If we're being honest, it can get a little confusing.

With more than 1.4 billion people using Facebook and over 900 million visits every day,
Facebook offers up a unique opportunity for marketers to augment their organic
efforts. Trouble is, with both an investment of time and money on the line, there's not much
room for oversight.

 The Ultimate Checklist for Creating & Optimizing Facebook Ads:

Facebook offers a wide variety of paid ad options and placements, but all ads can be
broken down into three elements:

 Campaigns: The campaign houses all of your assets.

 Ad sets: If you're targeting separate audiences with different characteristics, you'll need
an individual ad set for each.
 Ad: Your actual ads live within your ad sets. Each ad set can hold a variety of ads that
vary in color, copy, images, etc.

3.4.1 Facebook Ads Manager:

Facebook's Ad Manager is a sophisticated dashboard that provides users with an overview of
all their campaigns.

Upfront, the dashboard highlights an estimate of how much you're spending each day. The
dashboard is organized by columns, which makes it easy to filter through your ads so you can

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 create a custom view of your results. Key numbers like reach, frequency, and cost are readily
available, making reporting on performance a no brainer.

According to Facebook, here are some of the key metrics to look for (and their definitions):
 Performance: Can be customized further to include metrics like results, reach,
frequency and impressions
 Engagement: Can be customized further to include metrics like Page likes, Page
engagement and post engagement
 Videos: Can be customized further to include metrics like video views and avg. % of
video viewed
 Website: Can be customized further to include metrics like website actions (all),
checkouts, payment details, purchases and adds to cart
 Apps: Can be further customized to include metrics like app installs, app
engagement, credit spends, mobile app actions and cost per app engagement
 Events: Can be further customized to include metrics like event responses and cost
per event response
 Clicks: Can be further customized to include metrics like clicks, unique clicks, CTR
(click-through rate) and CPC (cost per click)
 Settings: Can be further customized to include metrics like start date, end date, ad set
name, ad ID, delivery, bid and objective.

3.4.2 Your Marketing Software:

While there are certainly a lot of details to keep straight when planning a paid
Facebook ad, it's important that you don't lose sight of the big picture. Reporting on clicks and
conversions from Facebook is important; however, if you're using URLs with specific UTM
codes, you have an opportunity to measure your ads' full-funnel effectiveness using your
marketing software.

Tracking URLs will help your marketing software keep track of how many leads, or
better yet, how many customers you've gained from your advertising efforts. This information is
useful in determining the ROI of this source, and can also be used to inform your overall
Facebook marketing strategy.

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.

Chapter 4:

Research Methodology

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4.1 Research:
Research is common parlance refers to a search of knowledge. It can be defined as scientific and
systematic search for pertinent information on a specific task. Research methodology is a way to
systematically solve a research problem. A research method is a systematic plan for conducting
research. Researchers draw on a variety of both qualitative and quantitative research methods,
including experiments, survey research, participant observation, and secondary data. Quantitative
methods aim to classify features, count them, and create statistical models to test hypotheses and
explain observations. Qualitative methods aim for a complete, detailed description of
observations, including the context of events and circumstances.

4.2 Collection of data:

Data collection plays a very crucial role in the statistical analysis. In research, there are different
methods used to gather information, all of which fall into two categories, i.e. primary data, and
secondary data. As the name suggests, primary data is one which is collected for the first time by
the researcher while secondary data is the data already collected or produced by others.

4.3 Research Methodology:

The data for the study of this topic is totally Secondary data. This study includes data from Feb
19th – Mar 21st. The data is been collected from Sujit Aquariums Facebook page. The process to
obtain this data was quite easy after getting some help from my colleague at Sujit Aquariums. I
was been provided with the access of handling the page the owner himself, which help me to
take all the data I required to complete my study.

4.3 Tools used for Analysis and Interpretation:

 Tables
 Graphs

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 Chapter 5:
Data Analysis and
Interpretation

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5.1 The number of times Sujit Aquariums page has been viewed by people.

Graph 1: Line Graph of Page Views for past one month.

Interpretation:
The above graph represents the data of total views received by Sujit Aquariums
Facebook page in last one month, starting from 19th February to 21st March 2018. The data of the
graph shows that on 19th Feb the total views received by the page is 20, and the views received
on 21st Mar is 25 respectively.

Page Views (from 19th Feb – 21st Mar)

Highest No. of Lowest No. of Average No. of Total Views (Feb
Views Views Views 19th – Mar 21st)
81 6 27.33 832

Table 3: Page Views

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5.1.1 Analysis of Sujit Aquariums page views on the basis of Age and Gender.

Graph 2: No. of page views on the basis of Age and Gender.

Interpretation:
The above graph represents the data of total views received by Sujit Aquariums
Facebook page on the basis of Age and Gender of the people in the month Feb – Mar 2018. The
data consists of people from Age group of 13 to 65 above and divided on the basis of their
Gender i.e. male, female & other (people who didn’t clarify about their gender in their profile).

Gender
Age Group Women Men Other Total
Less than 13 - - - -
13-17 20 129 0 149
18-24 139 3k 0 3k +
25-34 319 4k 8 4k +
35-44 137 2k 0 2k +
45-54 46 319 0 365
54-64 9 103 0 112

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 More than 65 0 119 0 119
Table 4: No. of page views on the basis of Age & Gender.

5.2 The number of new people who liked Sujit Aquariums Page.

1754

1703
1688
1676

Graph 3: Total Page Likes on Sujit Aquariums Facebook Page. (1 Month)

Interpretation:
The above graph represents the data of total Page Likes received by Sujit Aquariums
on Facebook page. The data shows that on 19th Feb the total no of likes were 1676, and the
number climbs up to 1754 likes on 21st Mar. The graph shows a steady growth in the total
number of likes every week. The total number of likes received by the page during this one
month is 88, which is quite good.

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5.3 The number of people who had any posts from Sujit Aquariums Page on
their screen.

1288

2997
1709

281
281 51

Graph 4: Total Reach of Sujit Aquariums by using Organic and Paid methods. (19 th Feb – 21st Mar)

Interpretation:
The above graph represents the data of total number of people who received any type of
posts by Sujit Aquariums on their profile. The data is divided into 2 categories i.e. Organic and
Paid. Organic posts are those which are received by the people who are connected to the page
only. Whereas paid posts are those which are boosted by Facebook to the people who are
somehow related to the post in exchange of certain amount.

The above graph shows that the posts were run from 19th Feb to 21st Mar. During this
period organic posts were shown throughout the month, whereas paid posts were displayed from
15th Mar – 18th Mar only.

Parameters
Day Organic Paid Total
th
19 Feb 281 - 281
28th Mar 51 - 51
10th Mar 281 - 281
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 15th Mar 744 609 1353
16th Mar 455 1434 1889
17th Mar 1709 1288 2997 (highest)
18th Mar 443 747 1190
Table 5: Organic & Paid promotion reach

5.4 Analysis of types of posts, people was engaged on Sujit Aquariums

Facebook Page.

Average Engagement
Type Average Reach Post clicks Reactions, comments
& shares
Photo 1683 185 209

Video 1466 226 57

Status 374 48 6

Table 6: The success of different post types based on average reach and engagement.

Interpretation:
The above table represents the data of types of posts people who were engaged with
posts by Sujit Aquariums Facebook Page. The data shows the average reach and average
engagement of people through the three media used i.e. Photo, video and status. Average
Engagement is divided in to 2 categories i.e. Post Clicks and Reactions, Comments & Shares.
Types of Posts:
1) Average Clicks:
 .Photo: 1683 people
 Video: 1466 people
 Status: 374 People

2) Post Engagements: (Post Clicks + Reactions, comments & shares)

 Photo: 294 engagements
 Video: 283 engagements
 Status: 54 engagements

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5.5 The number of new People who Followed Sujit Aquariums Facebook page.

1781

1728
1712
1700

Graph 5: Total number of Page followers of Sujit Aquariums on Facebook.

Interpretation:
The above graph represents the data of total number of new people who clicked the
Follow button on Sujit Aquariums Page to follow. The number of people who had followed till
date 19th Feb was 1700. The number was increased further to 1712 on 28th Mar. On 10th Mar the
number of followers increased up to 1728. In the later period of the Month the number was
increased by 53, reaching the mark of 1781 total number of followers.

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5.6 Impact of Promotional activities done by Sujit Aquariums on Facebook.

Parameters People Post Link Money No. of

Reached Engagements Clicks Spent Promotions

Total 10,036 1766 52 Rs. 889.22 12

Table 7: Performance Overview of Sujit Aquariums Promotional Activity.

Interpretation:
The data in the above table is analysis of Promotional activities done by Sujit
Aquariums on Facebook. The data consists of results of both Organic and Paid promotions. The
table consists of parameters like; number of People Reached, Post Engagements, Link Clicks,
Money Spent and the number of promotions of posts were carried out during the period of one
month.
 The total number of People reached by the Page in one month was 10,036 people.
 The number of actions that people took on promotions, such as reactions, shares,
video views and comments is 1766.
 The number of clicks on links to Sujit Aquariums Facebook Page was 52 in total.
 The total money spent by Sujit Aquariums on Paid promotions of their posts was Rs.
889.22.
 The number of Promotions of posts carried out in one month was 12 Posts in total.

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 Chapter 6

Findings & Suggestions

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6.1 Findings:

 The number of views on Sujit Aquariums page had some up’s & down but are
showing good results.
 The number of male audience who viewed the page was much higher as compared
to women. The age group of 18 – 24 had the highest number of views on the page.
 The number of new people who liked the page was 88.
 The reach of Sujit Aquariums page was the highest when paid posts were carried
out along with organic posts.
 The number of reach and post engagements was found to be higher for Photos as
compared to other types of posts i.e. videos & status.
 The number of new followers was found to be increased by 81 followers from 19th
Feb – 21st Mar.

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6.2 Suggestions:

 Sujit Aquariums can increase the number of page views by posting content on
their page for its followers on regular basis, which will keep the followers engaged
with the posts on the page.
 Sujit Aquariums can increase the number of likes of their page by targeting the
audience who are interested in aquariums and activities related to it.
 Sujit Aquariums needs to carry out both Organic and Paid posts on regular
intervals in order to reach higher number of audience increasing the awareness
about their products and services.
 Sujit Aquariums have good reach and posts engagement for photo type of posts,
but they can even increase the number for both Videos and Status type of posts by
posting videos and writing creative content for the followers to watch and read.
 The growth in number of followers is steady but can be increased to a higher
number by carrying out the above suggestions and also by inviting new people to
follow the page and also should keep on providing links and posts on other social
media sites and groups on Facebook.
 The number of male audience was found to be much higher as compared to
women, which indicates that men are much more interested in aquarium business,
so promotional activities should be designed to target and attract more male
audience.

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 Chapter 5

Conclusions

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5.1 Conclusions:
The present data helps us to understand the contribution of Social Media Marketing Tool
(Facebook) to Sujit Aquariums business enterprise. On the basis of collected data and
analysis of the data following conclusions can be erived:

 The SMM tool i.e. Facebook has surely helped Sujt Aquariums to attract the
audience to visit and view their page thus increasing the number of views for the
page.
 Facebook has also contributed to Sujit Aquariums by generating more likes to the
page and also to its posts and contents, thus resulting in increasing the number of
people reading and watching their posts regularly.
 Facebook also contributed the enterprise to promote their posts, products &
services on their page to a large number of audiences at a very low cost as
compared to the cost of traditional marketing activities.
 Facebook also contributed the enterprise by helping them to increase the list of
their followers, thus also increasing the popularity and awareness about its
products and services. And also it has helped Sujit Aquariums to reach their Goals
and Objectives on Social Media marketing.

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 Chapter 6

References

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6.1References:

 https://www.facebook.com/sujitaquariums/
 https://likealyzer.com/report/sujitaquariums
 https://www.facebook.com/sujitaquariums/insights/?referrer=page_insights_tab_button
 https://www.facebook.com/help/?helpref=hc_global_nav
 www.blog.hubspot.com
 www.wikipedia.org

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