A PROJECT REPORT

ON
Digital Marketing of Health Map Diagnostic pvt. Ltd. Kaithal

SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENT FOR

THE AWARD OF “BACHLOR OF BUSINESS ADMINISTRATION DEGREE.”

Session 2018 - 2019

SUBMITTED BY
NAME : ANKIT
Roll No: 182502
Registration No: 1617460037
University Roll no......................
BBA 5th semester
HINDU COLLEGE SONIPAT
(AFFLIATED TO MAHARISHI DAYANAND UNIVERSITY ,
ROHTAK)

1
2
 ACKNOLEDGEMENT

It was a very good experience to work as a summer trainee with “ Health Map Diagnostic pvt.
Ltd.”. Doing a project with this organization has really helped me a lot I learning a lot of things to
the practicle experience in the field and understanding the professional environment.

Firstly, I would like to thank Mr. VIKAS (MANAGER), for giving me opportunity to work under
him as a summer trainee and providing all valuable guidance to me.

Then, I would like to present my thank to all staff members , who helped me in every way and
guided me throughout my training .

ANKIT

3
 DECLARATION

I hereby declare that this project titled “DIGITAL MARKETING of Health Map Diagnostic
pvt. Ltd.” Submitted in partial fulfillment of the requirements for the award of the “Bachelor
degree in Business Administration “ is my bonafied work and any part of this work has not
been submitted for the award of any degree.

ANKIT

BBA (V Sem.)

(HINDU COLLEGE SONIPAT)

Registration No -

Roll No -

4
 EXECUTIVE SUMMARY

Digital Marketing is marketing that makes use of electronic devices such as computer, smart
phones. Digital Marketing applies technologies or platforms such as websites, e-mail, apps and
social network.

Digital marketing is the term used for the targeted, measurable, and interactive marketing of prod-
ucts or services using digital technologies to reach the viewers, turn them into customers, and re-
tain them.

A study on digital marketing with reference to Health Map Diagnostic. This report is helpful to get
an idea about digital marketing and how digital marketing. Through this study we will see how
online media companies emerging and how they are growing economically models of online me-
dia companies particularly.

Main finding of this report are that Indian customers are highly information seekers. They collect
more information about a product before buying it. Internet Penetration in India is key player for
this phenomenon. Most of Indians are getting stimulus through advertisement services. Brands are
getting more touch point to reach their target group in this digital era.

5
 TABLE OF CONTENTS

CHAPTER PARTICULARS

CHAPTER - 1 COMPANY PROFILE

CHAPTER - 2 INTRODUCTION OF THE PROJECT

 Objective of the Study
 List of Needed Information
 Limitations

CHAPTER - 3 Introduction of The Topic

CHAPTER - 4 RESEARCH METHODOLOGY

Introduction
Research Design
Sampling
Data Collection

CHAPTER – 5 Micro Analysis

Questionnaire Analysis

CHAPRER – 6 Macro Analysis

Findings
Conclusion
Recomondations

CHAPTER – 7 Annexure

CHAPTER - 8 Bibliography

6
 Chapter 1

COMPANY PROFILE

7
 HEALTH MAP DIAGNOSTIC PVT. LTD.

Healthmap Diagnostics Private Limited is a Private incorporated on 06 April 2015. It is classified

as Non-govt company and is registered at Registrar of Companies, Bangalore. Its authorized share
capital is Rs. 430,000,000 and its paid up capital is Rs. 422,849,984.It is inolved in Human health
activities

Healthmap Diagnostics Private Limited's Annual General Meeting (AGM) was last held on 25
September 2017 and as per records from Ministry of Corporate Affairs (MCA), its balance sheet
was last filed on 31 March 2017.

Directors of Healthmap Diagnostics Private Limited are Ramoji Tejomurtula, Gopal Devanahalli,
Chhitiz Kumar and .

Healthmap Diagnostics Private Limited's Corporate Identification Number is (CIN)

U85110KA2015PTC079665 and its registration number is 79665.Its Email address is jyoti-
ka@cahaya.io and its registered address is THE ANNEXE , # 98/2,RUSTOM BAGH HAL AIR-
PORT ROAD BANGALORE Bangalore KA 560017 IN , - , .

Current status of Healthmap Diagnostics Private Limited is - Active.

8
 BRAND

JOURNEY SO FAR:

HealthMap was established in 2015 when India’s two renowned leaders in healthcare sector, Ma-
nipal Hospitals and Philips, came together to start this joint venture with the vision of last mile de-
livery of world class radiology services using cutting edge technology at very affordable rates.
HealthMap aspires to provide best of clinical services under partnership with state and central
govt. In the short span of one and half years we have opened 8 radiology centres in Haryana and
are in the process of starting 25 centres in Jharkhand.

LOGO:

At HealthMap we offer quality and superior value diagnostic services. Our logo is a combination
of Red and Blue colour which are representatives of energy and serenity respectively. Concentrat-
ed circles projects the image of our scanners, representing our high quality clinical services, which
are done through trained clinicians. Human figure represents care and compassion for our patients.

9
Company Details

CIN U85110KA2015PTC079665

Company Name HEALTHMAP DIAGNOSTICS PRIVATE

LIMITED

Company Status Active

RoC RoC-Bangalore

Registration Num- 79665

ber

Company Category Company limited by Shares

Company Sub Cat- Non-govt company

egory

Class of Company Private

Date of Incorpora- 06 April 2015

tion

Age of Company 3 years, 3 month, 23 days

Activity Human health activities

Click here to see other companies involved in
same activity

10
Directors of HEALTHMAP DIAGNOSTICS PRIVATE ltd.

Director Identification Number Name Designation

RAMOJI TEJOMURTULA
06698794 Director

GOPAL DEVANAHALLI
07105349 Director

CHHITIZ KUMAR
07105788 Director

11
 SERVICES

MRI, CT, ULTRASOUND, X-RAY, ECG

CT
Computed tomography (CT) is an imaging procedure that uses special x-ray equipment to create
detailed pictures, or scans, of areas inside the body. It is also called computerized tomogra-
phy and computerised axial tomography (CAT).

12
MRI

Magnetic resonance imaging (MRI), nuclear magnetic resonance imaging (NMRI), or magnetic
resonance tomography (MRT) is a medical imaging technique used in radiology to investigate the
anatomy and physiology of the body in both health and disease.
High-end functional imaging for brain including fiber practography

13
ULTRASOUND

A diagnostics imaging technique utilizing reflected ultrasonic waves to delineate, measure or ex-
amine internal body structure or organs.

14
X-RAY

X-ray are form of electromagnetic radiation which are used to study parts of human body. X-Ray
imaging takes image of inside of human body without incision. X-ray can be used for the treatment
of: arthritis, blocked blood vessels, bone cancer, breast tumours, enlarged heart, fractures, infec-
tions, swallowed items, tooth decay.

15
ECG

It is a diagnostics tool which studies the electrical and muscular activity of heart.

16
 HISTORY OF THE COMPANY

Healthmap Diagnostics Private Limited is a Private incorporated on 06 April 2015. It is classified

as Non-govt company and is registered at Registrar of Companies, Bangalore

Healthmap Diagnostics Private Limited's Annual General Meeting (AGM) was last held on 25
September 2017 and as per records from Ministry of Corporate Affairs (MCA), its balance sheet
was last filed on 31 March 2017.

Directors of Healthmap Diagnostics Private Limited are Ramoji Tejomurtula, Gopal Devanahalli,
Chhitiz Kumar and .

17
 CHAPTER - 2

Introduction of the Project

18
 OBJECTIVES OF THE STUDY

Primary Objective

To find out the Digital Marketing Strategies of Health Map Diagnostic Pvt. Ltd.

Secondary Objectives

Study the existing services providing channels of Health Map Diagnostic pvt. Ltd.

Comparision to competitor in given area.

Study of customer satisfaction level.

19
 LIST OF NEEDED INFORMATION

 Website and online presence analysis

Company analyzes strengths and weaknesses in their websites and online presence.

The Social media report company look at their online presence and interaction on site like
Google+, Facebook, and Twitter and opportunities and tactics in your industry.

The social media report looks at your position on the four major social media platform:

 Facebook
 Twitter
 Linked in

Company will analysis any gaps you may have in filling in their profiles and getting the most out
of the free services available. Company will look for opportunities for you to interact with likely
customers online and analysis which avenues present the highest likely R.O.I both financially and
in man – hours.

The competitor analyses we look at similar businesses or competitors to competitors to compare

your current performance and future opportunities.

Strengths report your website

Company looks at what you’re doing well, what you could be doing bettet. Company will grade
their home page and several of the main pages of your site.

Company look at things like loading speed of their site, how it appears on Google, what it looks
like on different devices customers are using to access your website and wether you are likely to
be found for the ‘keywords’ you are currently focusing on .

Company will also tell tell you who you are not atteracting online, why they are not visiting their
site and where they are going instead.

 Web design and web development

Company has one of the most important reason for you to have a website is to make services; their
website is the biggest marketing tool .

Company make a website should be able to provide answers but also serve information to the users
within 7 seconds. We know the biggest challenge of website basing not limited to these features;

20
Easy to Find contact Information

A well designed blog and have reader engagement Subscription Invitation Al-
so, we make sure your website is built with SEO in mind.

Website redesign, Mobile responsiveness and platform changes

Company has the packages for website redesign as well. If their website is not configuring correct-
ly in all devices , we are the perfect team to help.

The prices for these services vary depending on the size and nature of work.

Company takes pride in our best and professional designs book a consultation and know why they
need a great website.

 Social Media Marketing and Management

Free and Paid marketing compaign on social media will intensively boost your business.
We have packages for small, medium and large businesses.

Why this service you need ?

 Find new customers

 Spread the word about your products and services
 Brand recognition and trust
 Advertise your business , products or services
 Create a community and loyal following
 It’s a good for SEO what do you do
 Reputation Management
 Content Creation
 Increase in followers
 Business page Optimization
 Ad Campaign Management
 Spam monitoring
 Monthly progress report no Setup Free What to expect from our social media packages?
 Increase the number of followers in all social networks
 Proper management of your social media pages, according to best standards and practices
 Guidance from a social media expert on how to make the most of social media

21
 * Search Engine Optimization(SEO)

There is no search engine optimization question we cannot answer, that’s why we have

remained as the best SEO company for small businesses.

Company know the businesses need exposure, but more impotently services. Company

has all about quality traffic through quality SEO that gives you great results.

Did you know? We also give you a free SEO analysis?

Why choose us

 Transparent ethical pricing

 Satisfied customers
 Proven and measurable results
 Personal support
 Full range of Digital Marketing Services

Company has five SEO packages you can choose, the only difference is the no. of keywords, we
are exceptional here, we do offer great services irrespective of the plan chosen

Steps to go:

 Select the SEO package that is closer to your budget and fill in your contact detail.
 We will review your website and create a draft SEO plan based on your needs. We will
then contact you, present our plan and explain how our SEO service work in more detail
 Analyze and choose the keywords for your campaign
 Give you our work plan sheet
 Once we agree and pay a first month , we start our work our communities
 On page SEO – Before doing anything else we will ensure that your website is optimized
for on- page SEO so that you get maximum exposure in Google any other search engine

22
 LIMITATIONS OF THE STUDY

 Marketing Research is not an exact science through it uses the techniques of science. Thus the
conclusions drawn upon by using Marketing research are not very accurate.
 Marketing Research is not a complete solution to any marketing issue as there are many domi-
nant variables between research conclusions and marketing response.
 There is less interaction between the marketing research department and the main research ex-
ecutive. The research department is in segregation. This all makes research ineffective.
 Marketing research is conducted in open market place where numerous variables act on re-
search setting.

23
 CHAPTER - 3
Introduction to the Topic

24
 INTRODUCTION

Today’s era of internet has opened a gate of vast variety of opportunities for businesses. Using so-
cial networks, one cannot only share a private picture of one’s birthday but also earn customers for
one’s business and reach them conveniently. The speed and ease with digital media transmits in-
formation and help boos a business as amazing.

What is Digital Marketing?

Digital marketing encompasses all marketing efforts that use an electronic device or the internet.
Businesses leverage digital channels such as search engines, social media, email, and their web-
sites to connect with current and prospective customers.

Digital marketing is defined by the use of numerous digital tactics and channels to connect with
customers where they spend much of their time: online. From the website itself to a business's
online branding assets -- digital advertising, email marketing, online brochures, and beyond --
there's a spectrum of tactics that fall under the umbrella of "digital marketing."

What Does a Digital Marketer Do?

Digital marketers are in charge of driving brand awareness and lead generation through all the
digital channels -- both free and paid -- that are at a company's disposal. These channels include
social media, the company's own website, search engine rankings, email, display advertising, and
the company's blog.

The digital marketer usually focuses on a different key performance indicator (KPI) for each chan-
nel so they can properly measure the company's performance across each one. A digital marketer
who's in charge of SEO, for example, measures their website's "organic traffic" -- of that traffic
coming from website visitors who found a page of the business's website via a Google search.

Digital marketing is carried out across many marketing roles today. In small companies, one gen-
eralist might own many of the digital marketing tactics described above at the same time. In larger
companies, these tactics have multiple specialists that each focus on just one or two of the brand's
digital channels

25
OBJECTIVES OF DIGITAL MARKETING

1. Market View:

Digital Marketing should provide a real-time market view. Internet gives too much infor-
mation. Relevant information is hidden like a needle in the haystack. Sales and Executive Man-
agement need to be aware of the Market, Potential Clients, Competitors, the events, news, innova-
tions etc. This can provide agility to grab opportunities and counter risks.

Metrics: How many useful information units (needles) Digital marketing has unearthed in a
month.

2. Engagement:

In the B2B market space, it is extremely important to be in the right place at the right time. “Being
present in the market” at all times is very essential. Physical presence is costly and impossible.
Digital Marketing can pitch in here, by providing virtual presence. Continuous Engagement with
the customers and prospects through smart content management, subtle branding, digital collabora-
tion and participation would address this objective.

Metrics: Percentage increase in number of responses to emails, social media posts, website hits for
a campaign, can be measured.

3. Leads & Opportunities:

A lead would be defined as a prospect showing interest in your offerings. A lead which has imme-
diate requirement for your offering would be defined as an opportunity. Digital assets like website,
social media pages, posts accompanied by e-mail campaigns or webinars are some of the standard
methods of generating leads, which eventually lead to opportunities.

26
 LIMITATIONS OF DIGITAL MARKETING

 SECURITY ISSUE:-Internet marketing has its own disadvantages which are not notice-
able on its experience value. so, For a person or client who queries online for products or
services, there is a caution not to reveal all the private information as it might be used
against them by unidentified people.
 The entire model of Digital Marketing is based on the internet. However, not every place
of this world is connected with the internet facilities. Therefore, these areas will always
remain avoid of the awareness of your product if you chose Digital marketing for adver-
tising.
 Well not everything can be sold through online portals. Digital marketing can only bene-
fit you if you are selling consumer goods. However, you can’t really sell much industrial
goods and medicinal goods.
 There can be many legal issues to consider, as compliance varies according to your
location and the technique used - from Ads on Facebook to emailshots.
 Delivery of email shorts can be blocked or registered as spam.
 It can be wasted on customers with limited or no internet connectivity.
 You are dependent on your customer's technology; their computer and internet con-
nections are outside your control.

ANALYSIS OF DIGITAL MARKETING

Why is marketplace analysis important for digital marketing and what does it involves?

For me , marketplace or situation analysis is a key part of creating a digital marketing strategy.
We’ve included it as the starting point in our race digital strategy planning framework- it includes
these key areas for defining the future opportunity or potential for digital marketing for which I’ve
examples at this post.

But some , maybe many , would ask “what’s the point of situation analyisis? We don’t have time,
why don’t we just get on with our search , social and email marketing to hit our sales targets”.

The problem with this , is that if you’re always operating in “campaign execution mode” , you
don’t really know what’s possible from digital marketing ; you’re “shooting in the dark”.

For us , taking time out regularly for situation analysis is essential since it allows you to be realis-
tic about what you can achieve from online marketing and prioritise to get the biggest uplift from
your efforts.

27
I remember one Ecommerce director I talked to saying it’s benefit is allows you to “size and seiz
the prize” But it’s not just the size it’s about identifying all manner of strategic opportunities or
current inefficiencies which are missed if you’re sweating the tactical.

The benefits of marketplace analysis

I’m sure you would agree the growth of the Internet has vastly increased competition for acquiring
new customers for businesses. As Google explained in it’s “zero Moment of Truth (ZOMOT)”
whitepapers it’s now natural for consumers to turn straight to a search engine to review competi-
tors or check out reviews on comparison sites or in social media to help select the best product or
supplier for them.

Marketplace analysis can help you compete by becoming more customer-centred in your online
marketing since it will show you:

 How customers research and select your service. Research gathering insight on how us-
ers search and use social media will help you understand how you can gain visibility on
search engines and with relevant influences.

 Where you need to improve the marketing effectiveness of your site. Competitor
benchmarking using persons can show you how well your site and marketing is appearing
to different audiences and you can learn from marketing approaches used by other competi-
tors for traffic.

 Potential revenue improvements from gap analysis. You can justify increased invest-
ment in digital marketing by showing what potential lead and sales increase you can
achieve for based by creating conversion budget models of the size of online audience
searching for your products or services and potential sale.

 How your marketing capabilities compares. HOW your marketing capabilities compare
to direct competitors or out-of-sector sites to help create a roadmap of new projects or to
implement “quick wins”.

 Where the quick wins lie. Where are your biggest inefficiencies in search, email market-
ing or different prts of your website which you need to fix.

28
What is marketplace analysis?

In modern marketing , it’s essential that situation analysis aims to summarise an organisation
online marketplace and its own performance to help devise or refine a digital marketing strategy.

In my books I summarise different areas to review as part of broader marketplace analysis using
the classic view;

Marketplace analysis should always start with your online audience and involves review of these 4
main areas, asking these questions and analysing the dynamics of the interactions between:

 1. Potential online audience - "What are their profile, characteristics, behaviours, needs and
wants of audiences from digital media platforms?

 2. Customers - A similar analysis to potential audience, but also gaining feedback on their
views of your current online presence. Defining personas is an essential technique here.

29
 3. Competitors - Benchmarking the capabilities of direct competitors for your services and
indirect competitors for traffic or review of other sites for "out-of-sector"• best practice.

 4. Online intermediaries, influencers and partners - Establishing the strengths and weak-
nesses of intermediaries who can included current or potential partners to reach and influence
your audience. These include different types of publishers from general online news to more
specific blogs and affiliates. Intermediaries also include social networks and communities

You can see we have separated out potential and actual audience since it's worthwhile doing a "gap
analysis"• to see who your actual audience or customers are against potential audience and then
take steps to build your audience.

I often find that students working on assignments for marketing diplomas don't start with these
four key areas, but instead focus on the macro "PEST" factors since textbooks seem to overempha-
sise them. Always start with the customer!

After you have reviewed the broader marketplace, it should also include a review of your current
capabilities. Benchmarking your capabilities to deliver

What are the deliverables from situation analysis?

For an in-depth situation analysis, each of the different players in the environment should be re-
viewed in detail. For a briefer review, a marketplace SWOT analysis can be produced to summa-
rise the actions

1. A Marketplace map summarises the main audience types, competitors for traffic and traffic
flows between them.

30
The search section works best if it includes specific types of customer searches. As in this example
for the mobile phone marketplace in India.

31
I recently saw this marketplace mapping visualisation presented by Rich Kirk at Brighton SEO
which I love since it overlays different types of touchpoint point on the customer journey against
Paid Owned and Earned media (definition)

32
2. Customer and audience analysis including target customer segments, keyphrase demand-gap
analysis. These can inform conversion or budget models as part of goal setting.

3. Online competitor benchmarking study of customer experience and site effectiveness.

4. Company capability review including governance and structure of digital media in a larger or-
ganisation.

5. A digital marketing-specific SWOT summarising the main issues to prioritise on once the
analysis has been completed

33
 SWOT ANALYSIS

What is 'SWOT Analysis'

SWOT analysis is a framework used to evaluate a company's competitive position by identifying

its strengths, weaknesses, opportunities and threats. Specifically, SWOT analysis is a foundational
assessment model that measures what an organization can and cannot do, and its potential oppor-
tunities and threats

A Visual Overview

Elements of a SWOT Analysis

When using SWOT analysis, an organization needs to be realistic about its good and bad points.
The organization needs to keep the analysis specific by avoiding gray areas and analyzing in rela-
tion to real-life contexts. For example, how do the organization’s products and services compare to
those of competing firms? SWOT analysis should be short and simple, and should avoid complexi-
ty and over-analysis because much of the information is subjective. Thus, companies should use it
as a guide and not a prescription.

 Strengths describe what an organization excels at and separates it from the competition: a
strong brand, loyal customer base, a strong balance sheet, unique technology and so on. For
example, a hedge fund may have developed a proprietary trading strategy that returns mar-
ket-beating results. It must then decide how to use those results to attract new investors.

34
 Weaknesses stop an organization from performing at its optimum level. They are areas
where the business needs to improve to remain competitive: higher-than-industry-average
turnover, high levels of debt, an inadequate supply chain or lack of capital.
 Opportunities refer to favorable external factors that an organization can use to give it a
competitive advantage. For example, a car manufacturer can export its cars into a new
market, increasing sales and market share, if a country cuts tariffs.
 Threats refer to factors that have the potential to harm an organization. For example, a
drought is a threat to a wheat-producing company, as it may destroy or reduce the crop
yield. Other common threats include things like rising costs for inputs, increasing competi-
tion, tight labor supply and so on.

35
 TOOLS OF DIGITAL MARKETING

1. Google Trends

 Google Trends lets you see the latest trends, data, and visualizations from Google and find
out what’s trending near you right now.

 It can give you validation on an idea pretty fast and it is very easy to use.

 Simply go to the website and type the keyword or the industry name you are interested in a
hit “Enter”.

 You can also add other terms so you can compare data.

 They also show you an interest by region on a map and also related queries

36
2. Ahrefs
Maybe one of the best SEO and SEM tools on the market.

Why?

Mainly because you can learn almost everything about your competitors with the Ahrefs Site Ex-
plorer.

What it gives you is the opportunity to learn where your competitors get traffic, where they rank for
specific keywords in Google Search, how many backlinks and who exactly links to their website
and much more.

For instance, you can set “Alerts” so each time a website ranks for a keyword or receives a mention
somewhere on the web.

37
3. App Annie

The coolest feature, in my opinion, is the ASO (App Search Optimisation).

If you are an App developer or a Marketing Manager for a startup that has an App, you need Ap-
pannie.

It is the best tool for tracking competitors in almost every app store there is.

Above is a screenshot of how you can use it.

38
4. SimilarWeb
SimilarWeb it the first tool that I use to get an Idea for a website.

What it does is give you an estimated traffic of a website, what are the sources of that traffic, what
are the countries, a basic idea of the keywords that the websites ranks for and some other cool stuff.

I mostly use the Chrome extension that they have because as I said it gives me the information I
need to decide if I want to go further with research or not.

39
5. Facebook audience Insights
One of the most powerful and underestimated tools that exist right now. As we know Facebook has
one of the best targeting ad systems that has ever been built since it has tons of data for all of us.

If you learn to use this tool you will make your job as a marketer a lot easier.

The cool thing is that it is super easy to use and you will not waste days trying to figure out how it
works.

It can help you make a plan for a Facebook Ads campaign in the best way.

You can see how many people you can reach based on country, interests, devices they are using,
behavior, habits and even life events.

6. Google Adwords
Google Adwords is the tool that made Google $67.39 billion in 2016 alone according
to statista.com

40
It is one of the most used and complex ad platforms ever.

Recently it got its redesign. Some people love it some people hate it.

The truth is that not much has changed in terms of functionality.

So if you are a marketer you definitely need to learn how to use it. At least the basics because it is
not a coincidence that people get hired for doing just Google Adwords.

41
 CHAPTER – 4
RESEARCH METHODOLOGY

42
 RESEARCH METHODLOGY

1. Introduction
This research concentrates on collecting and thereby analyzing the collected data systems to re
solve the problems that are selected by the researcher. In a way, this research has got wider mean-
ings. For some people reading books or surfing the internet for information is research. As a mat-
ter of fact these activities are just some part of the entire job. Basic research structures are related
to the sense of coiiecting authentic and original data and in the same way analyzing these data
thoroughly as well methodically to derive the result that lay underneath. Here, data does not nec-
essary mean any numerical. Words too are data.

The function of marketing research is to connect the target consumer to the seller or the market-
ers. The modes of this connectivity are through information that is specifically used for the purpose
of to identifying and relevantly defining the aspects of marketing. Elements of generating refined
modes of marketing action; dealing with opportunities and problems, monitoring the recent and past
marketing performance; and above all improving marketing as a process are integral to it. Market-
ing research uses the sources of information to address selectively issues; like those of designs that
helps in collecting information and thereby implements and manages entire data collection process.

The process of study adopted by this research illustrated here. Factors like, research objective, re-
search plan, methodology of research, compilation of data, assessment of data and quality standard
are focused in the entire process. The figure under the sketch is the approach of the chapter and
thereby has been depicted prediominatly.

2. Stages of Research

The four main stages followed in a research are:

Problem- it is the first stage that decides the topic there are five steps in it. Topic selection,
Problem Definition, Literature Review, Hypothesis Formation and Methodlogy

Data Collection- it is the second stage and decides the research method followed by the tech-
niques for collecting information. It has got three steps: Definition of sample, sampling and data
collection.

Data Analysis- this is the third stage where the collected data are analysed, in order to find the
solution to the problem. It has got two steps: organization of information and Analysis of results.

43
 Action- it is the final stage and the stage where the derived result, information and findings are
utilized. It is inclusive of report writing, Distributing information and accomplishing result into
action.

3. Research Design
The research design adopted for this particular study has got systematic formulation. The en-
tire process comprises of research objective, methodlogy of research, research plan, data
compilation, data assessment and assessing quality standards.
“Research design is the plan, structure and strategy of investigation conceived so as to obtain
answer to research ouestion and to control variances,”
Exploratory Research Design
The motive of the research is to make a selection among these three classes. The selection
will be done on the basis of the element of the suitability of the study.
The researcher keeps records and collected to describe means. It is the responsibility of the re-
searcher to keep records and maintains charts for the collected information. Under this process, the
researcher considers descriptive research as apt for a state where problem is organized and empha-
sis is led over the connections among the relevant source and associations, which is comparatively
low. It is here that the researcher selects levels, viewpoints, requisits, factors, basics, and above all
monitors records; categorized and infers. Researcher assesses the relevant sources and the links to
keep the intake explanations. For huge concentration over the connection of some selective aspects
followed by the research oriented phenomena are structured under exploratory research methodolo-
gy.

4. Sampling Technique

Non-probability

5. Sample Size

Customer 100

6. Data Collection

Data collection gets broadly followed under two types

Primary data

Secondary data

44
Primary data can be explained, therefore, as information collected from sources such as personal
interviews, questionnaires or surveys with a specific intention and on a specific subject, and obser-
vation and discussion by the researcher him or herself, which information is then assessed by that

person. It is a direct approach and, as it is tailored to a company's particular needs, reveals appar-
ently, much-needed information to that company which started the research;that is, the results are
used for the purpose for which they were originally intended. It can be a lengthy process but does
provide first-hand information.

Secondary data is information that is already available somewhere, whether it be in journals, on

the internet, in a company's records or, on a larger scale, in corporate or governmental archives.
Secondary data allows for comparison of, say, several years worth of statistical information relat-
ing to, for example, a sector of the economy, where the information may be used to measure the
effects of change or whatever it is that is being researched.

Sometimes both methods are used in research as companies want to measure their own responses
and previously-generated responses from which a comparison can be made.
FURTHER READING:

7. Data Collection Method(Questionnaire)

Registration: registers and licences are particularly valuable for complete enumeration, but are lim-
ited to variables that change slowly, such as numbers of fishing vessels and their characteristics.

· Questionnaires: forms which are completed and returned by respondents. An inexpensive method
that is useful where literacy rates are high and respondents are co-operative.

· Interviews: forms which are completed through an interview with the respondent. More expen-
sivethan questionnaires, but they are better for more complex questions, low literacy or less co-
operation.

· Direct observations: making direct measurements is the most accurate method for many varia-
bles, such as catch, but is often expensive. Many methods, such as observer programmes, are lim-
ited to industrial fisheries.

· Reporting: the main alternative to making direct measurements is to require fishers and others to
report their activities. Reporting requires literacy and co-operation, but can be backed up by a legal
requirement and direct measurements.

45
A questionnaire requires respondents to fill out the form themselves, and so requires a high level
of literacy. Where multiple languages are common, questionnaires should be prepared using the
major languages of the target group. Special care needs to be taken in these cases to ensure accu-
rate translations.

In order to maximise return rates, questionnaires should be designed to be as simple and clear as
possible, with targeted sections and questions. Most importantly, questionnaires should also be as
short as possible. If the questionnaire is being given to a sample population, then it may be prefer-
able to prepare several smaller, more targeted questionnaires, each provided to a sub-sample. If the
questionnaire is used for a complete enumeration, then special care needs to be taken to avoid
overburdening the respondent. If, for instance, several agencies require the same data, attempts
should be made to co-ordinate its collection to avoid duplication.

46
 CHAPTER – 5
MICRO ANALYSIS

47
 QUSETAIONARE

1. How do you get information about our service?

Advertisement 40

News 13

Friends 30

Family 10

Other Service 07

45

40

35

30

25

20

15

10

0
Advertisement News Friends Family other sources

Interpretation:

Samples showing that less than half of people get to know about new products through advertise-
ments and followed by friends means reference group.

48
2. Do you collect information before taking the service?

Yes 53

No 47

Sales

yes
no

Interpretation;

Survey results showing that just more than 50 present of people collect information before
taking service.

49
3. Do you ever notice advertisement?

Yes 97

No 3

Sales

Yes
No

Interpretation;

Around ¾ of the people seeing ads, in newspapers, televisions etc.

50
4. If, yes from where?

Online ads(Banners, videos) 66

Tv 13

Newspapers 11

Magazine 7

magazine

newspapers

tv

onlie ads (banners)

0 10 20 30 40 50 60 70

Interpretation;

More than half of samples are saying they have trusted in online ads (banners, videos).

51
5. Do you watch television?

Yes 97

No 03

Sales

yes
no

Interpretation:

Various age people and most of them said yes about around ¾ people said that they watch
television only less than ¼ said no to television.

52
6. Do you watch television program through online?

Yes 53

No 47

Sales

yes
no

Interpretation:

Survey rules showing that almost equal percentage of results. Around half people watch
TV program through online.

53
7. Do you read Newspaper?

Yes 93

No 07

Sales

yes
no

Interpretation:

Above 4/5 people said that they read newspaper only few few people said no to reading
newspaper.

54
8. Do you have a mobile phone?

Yes 99

No 01

Sales

yes
2nd Qtr

Interpretation:

Maximum no of people said yes that they have mobile phone capability.

55
9. Do you have an internet connection in above mentioned gadget?

Yes 96

No 4

Sales

yes
no

Interpretation:

Survey result shows that ¾ people have internet connection to the above mentioned gadget .only
few do not have internet connection.

56
10. When do you use the mobile phone?

With friends 33

College 26

Office 16

Watching TV 25

watching TV

office

college

with friends

0 5 10 15 20 25 30 35

Interpretation:

survey result shows that less than ¼ of people using mobile phone when they are with friends and
while watching TV.

57
CHAPTER – 6
Macro Analysis

58
 FINDINGS

 Indian customers are highly information seekers. They collect more information about
quality, price and refer customer’s experiences before purchasing a product.

 Advertisement have high impact for creating stimulus in Indian customers. But this stimu-
lus will get into action only through opinion leaders.

 One of the current trends in Indian youth and young Indian are watching the T.V
programs via online portals.

 The same thing is happening for the newspaper also, people have more affinity towards
online news portals.

 More than ¾ samples have a laptop or PC have an internet connection, this showing the
penetration of internet in India.

 More than ¾ of sample are noticing Ads, among them less than half of samples noticed
Ads through online media, less than half on TV and less than ¼ on newspaper.

59
 CONCLUSION

The successful completion of this project indicates that the future of marketing is in the
hand of digital. Digital marketing is not only concerned with placing ads in portals, it con-
sists of integrated services and integrated channels. Marketers want to use these compo-
nents in an effective way to reach target groups and to build a brand. Brands want to build
their presence over digital platform, because customers have high affinity towards digital
media than over media’s.

The research focused on the customer buying behavior shows that, Indian consumers are
highly information seeker and they will do research about the service before taking the ser-
vice. So brands want to give platform to consumer to understand their service or to get a
really feel of that brand.

I honestly believe that this project report will be at most useful for marketers to understand
the digital marketing and also to plan for future strategies.

60
 RECOMONDATION OF DIGITAL MARKETING

All these trends and changes may seem daunting, but you can achieve improved efficiencies and
results in 2018 by following these simple recommendations.

1. The company should Reassess its Current Digital Marketing

This might best be performed with the help of a digital plan strategy consultant qualified to review
your current digital assets and programs to identify gaps and opportunities you may not see. This
assessment might include a review of your content, search engine rankings, social media presence,
rankings compared to key competitors, hardware and software capabilities, data collection and re-
porting, and marketing programs. You want a written report of insights and actionable recommen-
dations for building a more comprehensive program.

2. Company should update their Digital Strategic Plan

Ideally, this is not budget-driven, based on what and where you spent your digital budget the year
before, but should be data driven, based on what performed best. Digital marketing channels pro-
vide performance measurement and accountability that traditional media cannot. New, easier to
use, data analytics programs can yield enormous insights from your various data, including real-
time campaign performance metrics. When changing consumer behavior trends and data-driven
insights are implemented into an updated strategy plan, more efficient tactics, platforms and chan-
nels can be identified to deliver more significant, measured outcomes.

Again, a qualified, outside digital strategy consultant can work with your team to discover new
opportunities and help determine appropriate budget proportions for each digital marketing chan-
nel and tactic (content marketing, search, social, ad placement, retargeting, analytics and reporting,
etc). Do not be timid about moving budgets from traditional media you have “done forever” to
more impactful and measurable digital options. The digital world is where empowered consumers
now spend most of their time.

3. Rebalance the Fundamentals

Before you go off on exciting new marketing ventures like a Virtual Reality campaign (which def-
initely has a valuable role for travel and tourism marketers and others), first do a GOOD job of the
fundamental tactics that drive most consumers to you – web site content and search, email, and
social media.

You want to continually rebalance your efforts in these fundamental areas based on measured per-
formance. Do you need to budget more for social media marketing than Google keywords? Which
digital campaigns performed better? Is our CRM program effective? Does our content perform
across all mobile platforms and devices? Is ad re-targeting effective?

61
Answering these questions and updating your fundamental tactics are important. It also under-
scores the value of implementing a data collection, measurement, analytics, and reporting program
into your marketing program as soon as possible, so you have performance quantified metrics for
assessing and improving your results and return on investment and an easy to understand report for
your stakeholders.

4. Integrate New Options and Technologies

We have observed that adapting to change is hard for many marketers, because of the perceived
difficulty and uncertainty. But, changes in technology and consumer trends are significant enough
now to warrant new strategies, tactics, and investments. Acknowledging and adapting to changing
consumer trends and using newer technologies boost the effectiveness of your marketing pro-
grams; and improving reporting to teams and stakeholders increases your credibility, transparency,
importance, and value.

New digital technologies are driving leapfrog innovations in productivity and profits in what is be-
ing called the “Fourth Industrial Revolution.” Investigate and give this serious consideration.

Inaction in today’s fast-changing world is increasingly risky. Outside research and marketing con-
sultants may make your internal change process easier. Whatever you do, be open to change. Re-
member, Change is the New Normal.

5. Budget for Changes

Few organizations can afford to do all the marketing and technology investments they want. But
you CAN start updating now, and consider a 3 to 5 year plan and budget to meet the goals that an
updated assessment can reveal. The key is to accept that changes are accelerating and action is re-
quired.

We believe that one of the best new investment today’s marketers can make is in a data manage-
ment and analytics program. This one step provides much greater analytics, insights, reporting,
time and cost efficiencies, and helps you score all the data for more efficient assessment and
spending in the future.

In addition to budgeting for new technology and new strategies and tactics for responding to
evolving trends, be sure to allow budget for contingencies, unexpected disruptions. We live in dis-
ruptive times, and especially in an instantaneous news cycle fueled by increasingly influential so-
cial media, businesses must have a plan to respond quickly to unexpected events.

We have helped clients deal with unexpected emergency response communications to events like
devastating fires, hurricanes, active shooters, economic downturns, viruses, and other unplanned
events. Have a contingency plan ready.

The biggest challenge we see in marketers of all sizes is a hesitancy to embrace the changes that
technology innovations and new consumer behavior have forced. We understand this uncertainty.
Unfamiliar choices trigger doubt and hesitancy. But when a business can source and consult with a
reputable digital advisor to work with their team to identify gaps (they don’t see), recommend ap-

62
propriate technology solutions (they haven’t used), and construct a strategic plan that executes up-
dated tactics (they haven’t tried), the outcome can be very rewarding.

That’s why our work as business strategy and digital marketing consultants is so satisfying. We get
to help make meaningful impact for grateful and loyal clients.

63
 BIBLIOGRAPHY

1. BOOKS

 Kotler, Philip(2003), Marketing Management, 11th Ed., prentice HALL of India, New Del-
hi.
 Kothari, C.R.(2004), Research Methodology, 2nd Ed., New Delhi.

2. Newspaper/Magazines

1 (2016-2017) Annual report of HEALTH MAP DIAGNOSTIC Pvt. Ltd.

3. Website


 https://www.completedigitalmarketingcourse.com/
 https://www.quora.com

64
CHAPTER – 7

ANNEXURE

65
 QUESTIONNAIRE

1. How do you get information about our service?

o Advertisement
o News
o Friends
o Family
o Other service

2. Do you collect information before using our service?

o Yes
o No

3. Do you ever notice advertisement?

o Yes
o No

4. If yes from where?

o Online (banners, ads)
o TV
o Newspapers
o Magazines

5. Do you watch TV?

o Yes
o No

6. Do you watch TV programs through online?

o Yes
o No

7. Do you read newspaper?

o Yes
o No

66
8. Do you have a mobile phone?
o Yes
o No

9. Do you have an internet connection in above mentioned gadget?

o Yes
o No

10. When do you use your mobile phone?

o With friends
o Office
o College
o Watching TV

67