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SUMMER TRAINING PROJECT REPORT

On

Digital Marketing Scope with Reference to Getit

in Lucknow Region

Towards partial fulfillment of

Master of Business Administration (MBA)

School of Management, Babu Banarasi Das University, Lucknow

Submitted by

Shivam Singh

IIIrd Semester

Roll No-1130672087

Session 2014-2015

School of Management



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DECLARATION

I hereby declare that the project work entitled “DIGITAL

MARKETING SCOPE WITH REFERENCE TO GETIT INFO

MEDIA IN LUCKNOW REGION” submitted to School of

Management, Babu Banarasi Das University as a part of the MBA

curriculum, is a record of an original work done by me under the

guidance of Ms. Priyanka Chowdhary (FACULTY OF BABU

BANARSI DAS UNIVERSITY) and Mr. Ankit Srivastava( DATA

MANAGER, GETIT INFOMEDIA, LUCKNOW) and this project work

is submitted in the partial fulfillment of requirement for the award of the

diploma of Masters in Business Administration. The results embodied in

this project have not been submitted to any other university or company

for the award of any degree or diploma.



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ACKNOWLEDGEMENT

“Knowledge is an experience gained in life, it is the choicest

possession, which should not be shelved but should happil y shared

with others”.

With immense pleasure, I would like to present this project report forGetit Infomedia Pvt Ltd. It has been an enriching experience for me to

undergo my summer training at Getit Infomedia Pvt Ltd, which would

not have been possible without the goodwill and support of the people

around. As a student of “BABU BANARSI DAS UNIVERSITY”, I

would like to extend my sincere gratitude and thanks to Mr. Ankit

Srivastava( DATA MANAGER, GETIT INFOMEDIA,

LUCKNOW), Ms. Priyanka Chowdhary(FACULTY OF BABU

BANARSI DAS UNIVERSITY) to shape my understanding towards

the project. It was because of their immense help and support that this

project has been duly completed.

However, I accept the sole responsibility for any possible error and

would be extremely grateful to the readers of this project report if they

bring such mistakes to my notice.



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Executive summary

“Digital marketing” is the process of building and maintaining customer relationships

through online activities to facilitate the exchange of ideas, products, and services that

satisfy the goals of both parties”.

In simplistic terms, digital marketing is the promotion of products or brands via one or moreforms of electronic media. Digital marketing differs from traditional marketing in that it involves

the use of channels and methods that enable an organization to analyze marketing campaigns and

understand what is working and what isn‟t – typically in real time.



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Table of contents

Certificate from the Organization Bona-fide Certificate of Dean -School of Management

Declaration Acknowledgement Executive Summary

Chapters Page Nos.

Part I

1. Introduction2. Company profile

a. About organizationb. Organization chart

c. Aims and objectivesd. Any specific information of the organization

Part II3. Objectives of the study4. Research Methodology

a. Method of data collectionb. Data Sourcec. Sample designd. Universee. Sample typef. Sample sizeg. Sample Unit

h. Hypothesis (if any)i. Statistical tools to be used

5. Problems and Limitations

Part III6. Data Analysis & Interpretations7. Findings8. Suggestions/Recommendations9. Conclusion10. Bibliography11. Appendix



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PART-1



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INTRODUCTION

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.

In 2012 and 2013 statistics showed digital marketing remained a growing field.

Digital marketing is often referred to as 'online marketing' or 'internet marketing'. The term

'digital marketing' has grown in popularity over time, particularly in certain countries. In the

USA 'online marketing' is still prevalent, but in the UK and worldwide, 'digital marketing' has

become the most common term, especially after the year 2013.

“Digital marketing” is the process of building and maintaining customer relationships

through online activities to facilitate the exchange of ideas, products, and services that

satisfy the goals of both parties”.

In simplistic terms, digital marketing is the promotion of products or brands via one or more

forms of electronic media. Digital marketing differs from traditional marketing in that it involves

the use of channels and methods that enable an organization to analyze marketing campaigns and

understand what is working and what isn‟t – typically in real time.

Digital marketers monitor things like what is being viewed, how often and for how long, sales

conversions, what content works and doesn‟t work, etc. While the Internet is, perhaps, the

channel most closely associated with digital marketing, others include wireless text messaging,

mobile instant messaging, mobile apps, podcasts, electronic billboards, digital television and

radio channels, etc.



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Why are people going online?

For information on a new product, service or location

If they have a question

If they are looking for help

If they want more information on certain individuals or organizations

Meeting attendants

Business contacts

General information (maybe about you…)

New employees

Available jobs

Etc.

With the constant growth of the web, and more people getting connected every day, digital

marketing has become a necessity for many organizations. This also includes small businesses

that wants to trade online and make a name for themselves on the web.



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There are many benefits of digital marketing

Over traditional marketing

Puts the consumer in control

Provides convenience

Increases satisfaction

Drives brand loyalty

Reduces the selling cycle



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Reduces the cost of sales

Builds your brand

Provides targeted results

It is measurable

Cost effective

Why Digital Marketing Is Important

Digital media is so pervasive that consumers have access to information any time and any place

they want it. Gone are the days when the messages people got about your products or services

came from you and consisted of only what you wanted them to know. Digital media is an ever-

growing source of entertainment, news, shopping and social interaction, and consumers are now

exposed not just to what your company says about your brand, but what the media, friends,

relatives, peers, etc., are saying as well.

And they are more likely to believe them than you. People want brands they can trust, companies

that know them, communications that are personalized and relevant, and offers tailored to their

needs and preferences.

What does digital marketing consist of?

Website design (user experience)

Search engine optimization (SEO)

Pay per click (PPC)

Social media marketing (SMM)

Email marketing

Display advertising (banner ads)



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Affiliate marketing

Content marketing

Online reputation management (ORM)

Manage Customer Relationships Across All Channels

Digital marketing and its associated channels are important – but not to the exclusion of all else.

It‟s not enough to just know your customers; you must know them better than anybody else so

you can communicate with them where, when and how they are most receptive to your message.

To do that, you need a consolidated view of customer preferences and expectations across all

channels – Web, social media, mobile, direct mail, point of sale, etc. Marketers can use this

information to create and anticipate consistent, coordinated customer experiences



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that will move customers along in the buying cycle. The deeper your insight into customer

behavior and preferences, the more likely you are to engage them in lucrative interactions.

Digital marketing objectives

One way to make sure you are found on the web is with an optimized digital

marketing strategy. Most digital marketing strategies and campaigns have

following 5 objectives.

Reaching the right audience

To engage with your audience

To motivate your audience to take action

Efficient spending on your campaign



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Return on investment (ROI)

Two different forms of digital marketing exist:

In pull digital marketing, the consumer actively seeks the marketing content, often

via web searches or opening an email, text message or web feed

Websites, blogs and streaming media (audio and video) are examples of pull digital

marketing.In each of these, users have to navigate to the website to view the

content. Only current web browser technology is required to maintain static

content. Search engine optimization (SEO) is one tactic used to increase activity.

In 2003, Martin et al. found that consumers prefer special sales and new

product information, whereas "interesting" content was not useful.

In push digital marketing the marketer sends a message without the recipient

actively seeking the content, such as display advertising on websites and news

blogs. Email, text messaging and web feeds can also be classed as push digital

marketing when the recipient has not actively sought the marketing message.

Some of the latest developments include: 1. Segmentation: more focus has been

placed on segmentation within digital marketing, in order to target specific markets

in both business to business and business to consumer sectors. 2. Influencer

marketing: Important nodes are identified within related communities, known as

influencers. This is becoming an important concept in digital targeting. It is

possible to reach influencers via paid advertising, such as to summarize, Pull

digital marketing is characterized by consumers actively seeking marketing contentwhile Push digital marketing occurs when marketers send messages without that

content being actively sought by the recipients.

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


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

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


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



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




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




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




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How digital marketing evolved over the years

Back in the day, it was all about search engine optimization – (organic search)

Build a website

Apply the art of on and off page SEO to your website, you build links, you

build more links, and you build even more backlinks, focus on the meta-tags,

content, etc.

You hope it shows up in Google someday

You hope it displays on the results with the right keywords (what people are

typing in when they search)

It was like fishing and hoping you will get a catch.

With SEO, PPC was born – (paid search)

Google‟s Adwords (3 line ads that show up

on the right/top of search engine results)

Microsoft‟s Adcenter

Yahoo‟s search marketing (Overture)

Build ads around keywords and pay for

everyone that clicks the ad and visits your site



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The future of the web is social media (Web 2.0)

Challenges Facing Digital Marketers

Proliferation of digital channels. Consumers use multiple digital channels and a

variety of devices that use different protocols, specifications and interfaces – and

they interact with those devices in different ways and for different purposes.

Intensifying competition. Digital channels are relatively cheap, compared with

traditional media, making them within reach of practically every business of every

size. As a result, it‟s becoming a lot harder to capture consumers‟ attention.



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Digital marketing measurement

Calculation

ROI (return on investment) = [(Payback - Investment)/Investment)]*100

Many tools and systems are available to calculate your ROI and to measure the

effectiveness of your digital marketing campaign.

ROI tools

Google analytics

Google webmasters tools

Basic google search

Google adwords

Social media monitoring tools

Sentiment analysis tools



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Overview of DIGITAL MARKETING



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Three Keys to Digital Marketing Success

So, what does it take to do digital marketing right? Here are three keys to

digital marketing success:

1. Manage complex customer relationships across a variety of channels – both digitaland traditional.

2. Respond to and initiate dynamic customer interactions.

3. Extract value from big data to make better decisions faster.



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COMPANY PROFILE

GETIT Infomedia is India's digital supermarket for SMEs to get relevant business leads. We

seamlessly deliver excellent value across all media platforms be it Voice, Mobile Applications,

Online, WAP, Web chat, Print etc. The services provide presence, enquiries and leads to its

advertisers while ensuring end users (consumers) have access to the best information, benefits

and offers.

Our data power-house backed with the excellent search platform enable us to process advertiser

requirements and consumer need instantly. GetIt Infomedia is amongst the largest Digital

information and services provider in India with the widest, in-depth listing of businesses and the

most extensive reach to SMEs.

Our dense geogra phical reach coupled with our high „feet on street‟ (FOS) presence enables us

cater to the entire country‟s SME requirement. This unique combination has enabled us to

become preferred alliance / partners to leading corporate houses like Google, Yahoo, Nokia,

most of the leading telcos like Airtel, Tata, Reliance, Idea and many more. in addition to growing

our business by more than 100% in the last few years through both organic and inorganic route.

Our recent integration of Infomedia (erstwhile publishing division of Network18 group) has

further strengthened our position within the industry. We currently operate out of more than 100

cities in India with more than 1000 FOS catering to the need of the local SMEs and consumer.

We are the leading provider of Mobile Applications in India for local search with over 1.5

million consumers using our Apps across various devices/platforms including iOS, BlackBerry,

Symbian, Java, Android and Windows Phone. GetIt Apps is one of the top few hot down loaded

Applications within the country.

GetIt Infomedia‟s Transnational Division is poised to cater to the international SME

requirements across the digital platform. We have set up our first Transnational Operation in

Malaysia.



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Through GetIt Bazaar, “Online Shopping Indian Style” we recreate the great Indian shopping

experience online. Defined by its simple, easy to use buying process with basic Indian features,

we are a bazaar with many stores from across India. Buyers can see products from multiple

stores and buy their choice of product with great value offers from the store of their choice.

Vision:

To provide most relevant and effective for buyers to connect with sellers, effortlessly and

profitably.

Relevant:

The functionality and user experience of Getit products and services is customized for each

medium (print, voice, online, mobile) and category (furniture, computers, entertainment etc.).

We strive to bring out the best user experience for each medium. Similarly, the information and

the data fields presented are always relevant to the category being searched.

Effective:

We constantly improve the effectiveness of our services by striving to maximize the number of

satisfied transactions facilitated by our platforms. Effectiveness is not measured in terms of the

number of calls or clicks that we may generate for our clients but by the percentage of

conversions that we eventually catalyze. Similarly, for our users, we strive to present the most

appropriate vendors that match their queries. Emphasis is on the quality of the match,not just the

quantity.



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VALUES:

Fair: We intend to conduct all our business, transactions and relationships in a

manner that is fair to all parties and stakeholders.

Care: We endeavor to have the element of `care` in all our relationships. These

include relationships with all stakeholders – customers, Getit family members,

investors. As a philosophy, care must form a part of all our dealings, even with the

external environment and animate or inminate objects.

Share: We believe that true value is created when like-minded people – with

common objectives, values and vision albeit with complimentary skills come

together for a common mission. We are happy to share with all key stakeholders.



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OUR PROPOSITION

Getit Bazaar is a unique online Bazaar that brings you the flavor of authentic local shopping

from across the various specialties of India. So, even if you are in Kanyakumari, we ensure that

you get your fill of lovely cotton sarees from Kolkata or if you are in Kashmir, you can order

yourself a Hyderadi Biriyani, right from Hyderabad. What's more? At Getit Bazaar you can even

bargain just like your local markets.

GETIT BESTPRICE

Getit BestPrice is a one stop online platform for sellers to offer their products or buyers to post

their requirements to get the best quote. Getit BestPrice generates more relevant and verified

buying requirement for sellers across the globe. It offers sellers to bid for the most suitable

buying requirement and offers transparent transactions. It also helps sellers to check the buyers‟

buying patterns, build buyers contact database, save transaction history and manage the

purchased “buy leads”. It assists buyers to get the best and lowest quote amongst top sellers.

Key Features

Reach prospective buyers with the help of genuine and verified leads.

Buyers to post buying requirements for FREE.

Manage leads online.

Easy-to-use interface.

Create sell alert.

Store purchased leads history online.

Get instant alerts through SMS and e-mail.



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Create buyers database by using their contact information.

Buyers can get the best business quote from top sellers.

Why to Choose Getit BestPrice

Selling through online Getit BestPrice has advantages for both large and small businesses:

Reach New Customers - Helps businesses to reach their enormous new customer base.

Transact Globally – Allows companies to reach beyond their geographical marketplace.

Generate Verified and Relevant Leads – Receive more relevant and verified leads.

Get a Competitive Quote – Get the best and lowest quote amongst top sellers.

View and Buy – Getit BestPrice allows you to view buyer‟s requirement, specifications

etc. then you choose to buy or bid for lead.

GETIT ETOPUP

Getit etopup is a reliable mobile and other devices recharge service from Getit Infoservices Pvt.

Limited.

http://www.getitetopup.com/



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GETIT FREEADS

GETITFREEADS is an online, voice and print advertising Service that provides a platform to its

users to buy, sell anything. The “Buy. Sell. Anything” theme of the website empowers the

consumers with simple, convenient and credible solutions for buying & selling various

products/services. What makes our service different from others is its USP that provides

placement of ads absolutely free for individuals unless they are promoting any business.

Consumers can place free ads in various categories like Vehicles, Properties, Jobs, Household

goods, Education/Tuition, Business/Service, Computers/mobile, Health/Holiday and Personal,

making buying and selling easy and effective.Mr. Sidharth Gupta, CEO of Getit group, took the initiative to introduce India‟s first print

classifieds, getitFREEADS, in four major cities including Chennai, Bangalore, Hyderabad and

Kolkata.

Our Online Ad Solution

getitFREEADS is an online advertising platform where-in we provide the clientele a service

to search for products as well as to post ads on our website,www.freeads.in . Our service

encompasses the term advanced classifieds.

Website consists of wide classification of products and services.

Classification ranges from vehicles, Jobs, Property/ Real estate, Household items, Computers/

Office equipments, Health to Education search and much more. getitFREEADS offer an online platform/portal to buy and sell your old products to people locally

and nationally.

It also offers a reliable platform to post free ads in multiple categories.

Free classified ads imply that individual users can avail this buy, sell, anything service for free.

We assure you that all the ads placed and contact details of an advertiser are very much

authentic.

Our Voice Solution

Our 24x7 voice service, available at 0444-444-4444, provides right answers and gives users

access to ask for products/services or post ads in multiple categories. It also provides relevant

and updated search results. It is easy for people at home, at work, or on-the-go to receive

information about products and services, matching their queries.

Our Print Solution

With the introduction of print classifieds, getitFREEADS has become the hub in

the South market for all the buyers and sellers of different categories/industries available locally

and nationally. All the ads placed and contact details of an advertiser are very much authentic.

http://www.freeads.in/

http://www.freeads.in/



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Our purpose is to connect potential buyers with genuine sellers through our platform. Our

organization is armed with professional and experienced staff having a common aim to touch the

scope where our potential may fruitfully meet with the requirements of our clients, that too with

ultimate precision and cost-effectiveness.

Our vision is that getitFREEADS will be recognized and respected as professional,innovative, profitable information, and knowledge based online advertising and classifieds

platform.

Why Us?

It is available in multiple channels - Print, Online and Voice

All ads are placed absolutely free by individuals unless and until they are not promoting any

business.

Users can buy, sell, anything through this safe, secure and simple to use platform.

Products and services have been divided into multiple categories making the website convenient

for users.

getitFREEADS Delhi is a member of ICMA- INTERNATIONAL CLASSIFIED MEDIAASSOCIATION.

*getitFREEADS is a product of umbrella brand Getit, a part of one of the oldest and leading

media houses of India, Tej Bandhu group-established in 1923.

HOTDEALS

With latest deals from across India, Hotdeals provides deals on dining, travel, health, fitness and

hundreds of categories on-the-go with both email and mobile apps! We bring you the best

services and brands at your fingertip at the best possible prices.

Hot deals aims at making life more fun for consumers. Being India's best daily deals website, we

bring to you up to 90% discounts on dining, health and beauty services, travel and more. Ourvision is to make Hot deals your engine of discovery for what to do, eat and buy in your city.

With daily deals in close to 100 cities, we ensure that we reach

consumers in every nook and corner of the country.

Getit is India‟s leading Directional Media and Classified Media

company, connectingbuyers and sellers throught information products



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and services - including yellow pages, white pages directories, classified media, tele-information

services, online and mobile media.

GETIT offers comprehensive, reliable and relevant information solutions across all media,

becoming the preferred destination for buyers and sellers, aided by easy-to-use interfaces across

print, voice, online& mobile platforms.

GETIT has continually improved its product offerings and is widely accepted as the industry

leader in the directional media, yellow pages and search segment. GETIT has developed a brand

new categorization system and has completely revamped the usability experience of its products.

The new categorization provides a superb environment for advertising for businesses and make it

much easier to search for information for the user. Getit has products in local search and

classifieds.

GETIT has built a strong national infrastructure and professional team that delivers a

high quality of service, offering value for money. The company has a strong network of over 30

offices around the country with employee strength of over 1000.

Over the years GETIT has introduced many award winning features in its products to simplify

the search experience. In this regard, our new online interface allows efficient filtering of

information to arrive at the most relevant results, almost instantly

TRADEGET

Tradeget is the leading B2B Website, where one can find enormous business resource and

information in the field of international trade. Tradeget is committed to make the international

trading experience as simple and efficient as possible for manufacturers, exporters, suppliers &

buyers. Our site offers you services and tools that will alleviate your trading relationships and

nurture a sense of community among the like-minded business individuals. Our user-friendly

online medium offers cost-effective options for promoting exporters, manufacturers, suppliers

and their services all around the world.



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Tradeget provides global buyers and sellers with an integrated business solution to initiate and

expand international trade. We will open up a totally new world to you and you will surely find

what exactly you need!

What is Tradeget?

Tradeget is an endeavor to empower your business through the world-wide-web, connecting you

to national and international Distributors, Manufacturers and Service Providers. We work as a

channel among the global buyers and sellers providing you an opportunity to initiate the

expansion of your business and promoting your profile to the international traders.

Tradeget is offering an integrated business solution to take your business to a new height. Our

customized services are aimed at complete promotion of your business at an international level.

In addition to your presence on our platform we promote your URL, and also help the buyers and

sellers to find you in the most efficient and quickest way possible.

Our powerful business platform enables you to

Find information, communicate and transact with buyers and sellers

Promote/ advertise your company

Generate business offers/leads

Source products and information

Communicate with customers

Online product showroom / web presence 24 x 7

What you get from our B2B Portal?

Search, communicate and transact

Promote/advertise

Generate business offers/leads

Source product & information

Online product showroom

Web presence 24x7



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ASKME

AskMe, the flagship product from Getit Infomedia, is your one stop destination to find information relatedto anything and everything; be it restaurants, travel, matrimony, jobs, education, mobile, gadgets, etc. Wecater to your immediate and impulsive requirement of information on mobile, internet and voice. AskMehas an extensive directory of information from across India that is both accurate as well as diverse.

AskMe, launched in June 2011, is available 24X7 for consumers across all in India. Users can call on

4444 4444 44 (10 times 4) or logon to www.askme.com for information on companies, products, andservices. AskMe Voice service boasts of an extremely consumer friendly call flow, which works to ensurethat the customer gets real-time and accurate information.

As a business, you can reach your customers whenever and wherever they are looking for you using ourrobust and cost-effective service which is available across channels viz. mobile, internet, print and voice.

GETIT MALLS

GetitMalls is the an information portal from Getit servicing the Mallgoer in Tier 1/2/3 indian

cities. It aggregates information about all malls, its retailers and ongoing promotional schemes.

The portal allows a user to search for a mall/store based on Location, brand and category.

It has many user friendly features such as map based mall/store locator, city specific individual

mall and store pages, list of amenities in each mall, listings under each store, running promotions

under malls and stores etc. GetitMalls can be accessed online (www.getitmalls.com).

http://getitmalls.com/

http://getitmalls.com/



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ASKME FASHION

ASKMEONFASHION.COM is a fashion community which hosts a number of

ecommerce of portals. This website/site and the related services provided on

Askmeonfashion is owned, created, controlled and operated by Getit Infoservices

Private Limited referred as “Askmeonfashion”.

GETIT ASKME WEDDINGS

Wedding is the most beautiful moment in everybody‟s life and we at Askmeonweddings help

you in making your wedding moments memorable. From wedding planning to honeymoon tips,

we believe in giving complete and reliable information. The online stores at our community offer

a different experience of online wedding shopping. So you don‟t have to run for anything.

Askmeonweddings is an online platform that provides you extensive information at one place.

You can plan your dream wedding with an ease by leaving all your worries behind.

What you can do at Askmeonweddings:

Join the wedding community

Plan your Wedding Day as per your budget

Calculate your Wedding budget

Buy wedding costumes, bags, and accessories

Get wedding checklist

Add guests to “Guests List”

Create wedding albums

Find vendors and wedding planners



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Get the best wedding deals

Attractive honeymoon deals available

Information on trendy wedding outfits

Insight on functions and rituals

Pick a right wedding venue

Plethora of wedding gifts to gift to the newlywed

Get the best wedding tips on beauty, costumes, shopping, travel and more

Find transport services

Select and send wedding e-cardsto family and friends

Plan a wonderful honeymoon trip

Wedding and marriage advices and tips from experts

Share your wedding and marriage stories

Share wedding and marriage jokes, poems, cartoons and more

GETIT EDUCATION

Getit Education is an online community that offers comprehensive information of various aspects

of education in India and abroad. It helps students to make a bright career by giving them a deep

insight into all colleges, institutes and universities across the globe. It provides inclusiveinformation about courses like Diploma, Graduation, Post-graduation in a range of education

domains like Arts & Science, Medical, Engineering, Management etc.

In a nutshell, Getit Education is one of most comprehensive education communities available

today on the web to supremely cater students on education in India and abroad.

What Getit Education offers to students?

It offers information of various courses, fees structure, and qualification norms of many

universities in India and abroad.

It offers previous-years‟ test papers of various exams to facilitate better preparation for students.

The community offers precise time-table and information of various entrance tests/exams

conducted across India and abroad.



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It provides application forms of various exams to offer convenience and sense of ease to

students.

The community gives students an opportunity to search colleges and institutes in many Indian

cities to pursue their dreams and make a bright career.



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PARTNERS

ALLIANCES @ GETIT



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JASPREET BINDRA

CHIEF EXECUTIVE OFFICER - GETIT INFOSERVICES PVT LTD.

Jaspreet is a Chemical Engineer and an MBA in International Business from Indian

Institute of Foreign Trade.

He has over 18 years of experience in business leadership, sales and marketing,

business turn-around, and entrepreneurial startups. His interests and experience is

spread across Digital, Mobile, Retail and Telecom businesses largely in the

Consumer space.

Over the last year, he has been working across the tech start-up ecosystem, and has

invested, advised, mentored and incubated half a dozen tech start-ups. Before that,

Jaspreet spent six years with Microsoft India heading their Internet business for the

first three years, and the Retail, Entertainment and Devices business for the next

three. Jaspreet started his career with the Tata Administrative Services (TAS), and

spent eleven years with the Tata Group, across the FMCG and telecom businesses

of the Group. He also was part of the startup team, as the COO of Baazee.com(now EBay India).

At Microsoft, he was awarded the Microsoft Retail Platinum Polaris Award 2011

for Management Excellence, the single highest recognition in Retail in Microsoft

globally and was recognized as among 'The Top 25 Young Managers in India' by



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Business Today, India's largest Business Magazine and has represented the

Internet, Media and Entertainment industry in key Industry forums and

associations such as ex- Vice Chairman of the Internet and Mobile Association of

India (IAMAI), Member of FICCI Media & Entertainment Committee.

He has been a keen quizzer having been the National champion in Brand Equity

Business Quiz thrice, and is a voracious reader, keen traveler, innately curious,

reasonably humorous and maverick.



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INTERNATIONAL PROJECTS

Getit Transnational Private Limited is the subsidiary of Getit that manages its

international operations. To kick start its ambitious growth plans Getit has

embarked on a journey to expand its horizon and tap the huge potential of its

products and services in South East Asia and MENA markets. Currently Getit is in

discussion with Telcos in different countries to partner with them and deliver local

search, Classifieds, Deals, Best Price, Getit malls , Micro Communities,

GetitBazaar to their subscribers in respective countries. With this service, the

consumers will be able to access these services on their mobiles using WAP, SMS,Applications, USSD and Online mediums.

Malaysia is the first market where Getit shall be launching its services very soon.

Getit has signed an Agreement with a Malaysian Telco to launch its services for

the Malaysian market.



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AIM OF THE STUDY

The aim of study is to ascertain that how much merchandisers are aware of Getit brand and do

they prefer it over its competitors in the world of digital marketing.

OBJECTIVE OF THE STUDY

To study the awareness of Getit brand among clients or merchandisers.

To study the impact of market strategies on acceptability of Digital Marketing.

To analyze how market research can help in enhancing the brand value.

To understand the expectations of a merchant from a digital marketing.

To understand the consumer expectations from a digital marketing, according to

merchant's point of view.

To analyze the areas through which merchants and consumers can be made aware about

Getit.



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SCOPE OF THE STUDY

This study will help the organization in ascertaining the importance of market strategies

on creating awareness and acceptability of the digital marketing among merchandisers.

The study will also enable the company in improving the promotional activities to

capture the good and huge market share.

This study also helps the management to know whether they are lacking to their

competitors and they can take measures to improve their products.

This study will help a management to know about the merchant expectations and the

consumer expectation from merchant's point of view from a digital marketing - this will

help them to increase the acceptability of the store among merchants by fulfilling those

expectations.

Background of the study

This project is basically to check the level of awareness and the likeness to accept the contract of

the Getit infomedia digital marketing among the merchants

1. To make the merchants accept the contract and to make them aware about the digital

marketing, the company wanted the employees and management trainees to physically

approach to the merchants all over the country under their regional offices. I was allotted

Lucknow region. There I have visited the following towns:

Hazratganj

Lekhraj

Latouche Road

Gautam Budh Marg

Indranagar



45

Method of data collection

Data Collection:

Primary Data:

It has been collected by a structured questionnaire and also through observations,

interviews and discussions with the merchandisers by visiting their store.

Secondary Data:

It was collected through different websites,company brouchers and manual of the

company.

Data Source

The sources of the data were all the merchandisers who were running there business by

opening a store at particular place in Lucknow city. A structured questionnaire has been

prepared for conducting the research. It has been kept in a proper framework to make it

clear to the merchandisers. The questionnaire comprises of both open ended and close

ended questions. A sample questionnaire has been attached in the report.

Sample design

SAMPLE PLAN: Any sampling process starts from defining the problem and ends

with final selection of the sample.

SAMPLE SIZE: Out of the total strength the sample taken among merchandisers is

that of 1000 respondents.



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SAMPLING TECHNIQES: The techniques used is convenient sampling

SAMPLING AREA: The research was conducted at Getit Infomedia,Lucknow.

SAMPLE METHOD: The research was made by the survey in accordance to the

convenience of the merchandisers. So the sample type is convenient sampling.

Statistical tools to be used We have used many statistical tools to make it more understandable like,

Pie charts

Bar charts

Other diagrammatic and pictorial representation

Were apllied in this research in order to derive conclusion .



47

Problem and Limitations of the study

1. Acceptance of Getit Infomedia by the merchandisers was not that much satisfactory.

2. Awareness about Digital Marketing among the merchants of the area allotted was very

low.

3. Merchants were not paying attention in filling questionnaire .

4. Merchants were not so responsive.

5. Merchants were not so cooperative.

6. Many of the merchants does‟nt want to enter in to the world of digital marketing.

7. Some of the merchants didn‟t even heard about the online promotion or digital.

8.

As the merchants heard about the product which are paid services they imadietly refuse inlistening even.

9. Most of the merchandisers was not interested in any kind of digital marketing.



48

PART-3



49

DATA ANALYSIS AND ITS INTERPRETATION

Business Type :

S.No. Topic Percentage (%)

1 Manufacturer 5

2 Service Provider 20

3 Dealer/Retailer 60

4 Agent/Franchisee 5

5 Institute 5

6 Wolesaler/Distributor 5

Interpretation :

It has been observed that a majority of a 60% of respondents have agreed into Dealer/Retail

business, 20% in Service Provider, 5% in Manufacturer, Agent/Franchisee, 5% of respondents

have Institute and other remaining 5% respondents said wholesaler/Distributor.

5%

20%

60%

5%5% 5%

Manufacturer Service Provider Dealer/Retailer

Agent/Franchisee Institute Wolesaler/Distributor



50

1).Have you ever used services of any these companies?


1 Just Dial 60

2 Sulekha.com 7

3 Ask Laila 1

4 Zatse 2

5 Ask me 5

6 Getit infomedia 25

Interpretation :

The above graph shows that the 60% respondents uses the services of Just Dial, 7% respondents

uses the services of Sulekha.com, 25% respondents uses the services of Getit Infomedia , 2%

respondents uses the services of Zatse, 5% respondents uses the services of Ask me and other

1% respondents uses the services of Ask Laila.

60%

7%

1%

2%

5%

25%

Just Dial Sulekha.com Ask Laila Zatse Ask me Getit infomedia



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2) How was your experience in Getit infomedia.?


1 Not Good 5

2 Satisfactory 30

3 Good 25

4 Very Good 30

5 Excellent 10

Interpretation :

5% respondents said that the experience with Getitinfo media was Not good, 30% respondents

said that the experience with Getitinfo media was Satisfactory, 25% respondents said that the

experience with Getitinfo media was Good, 30% respondents said that the experience with

Getitinfo media was Very Good and 10% respondents said excellent experience with Getitinfo

media.

5%

30%

25%

30%

10%

Not Good Satisfactory Good Very Good Excellent



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4). Are you aware of get it info media?


1 Yes 45

2 No 55

Interpretation :

55% respondents are not aware about the getitinfomedia, and 45% respondents are aware about

the getitinfomedia, they know the brand very well.

45%

55%

Yes No



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5) Have you ever used any services of getit infomedia?


1 Yes 30

2 No 70

Interpretation:

70% respondents are not used any services of getit infomedia and 30% respondents are used

various type of services of getit infomedia.

30%

70%

Yes No



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6) Were you satisfied with the services of getit infomedia?


1 Yes 45

2 No 25

3 Can't Say 30

Interpretation :

In the above table & graph, 45% respondents satisfied with the services of getit infomedia and

25% respondents are not satisfied with the services of getit infomedia and other remaining which

can't say about the services of getit infomedia.

45%

25%

30%

Yes No Can't Say



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7). Do you know of infomedia yellow pages?


1 Yes 60

2 No 40

Interpretation :

In above table and graph shows that 60% respondents were know about infomedia yellow pages,

40% respondents were not aware infomedia yellow pages .

60%

40%

Yes No



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8) Which company provides better services, than getit infomedia?


1 Just dial 65

2 Sulekha.com 10

3 Ask me 20

4 Zatse 5

Interpretation :

65% respondents said Just Dial company provides much better service as compare to getitinfo

media, 10% respondents said Sulekha.com provides better service as compare to getitinfomedia,

20% respondents said Ask provide better services and 5% respondents said Zatse.

65%

10%

20%

5%

Just dial Sulekha.com Ask me Zatse



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11). Which services of getit infomedia do you prefer?


1 Online advertising 30

2 WSP 40

3 Ask me doctors 25

4 Online yellow pages 5

Interpretation :

30% respondents said online advertising service of getit infomedia, 40% respondents said WSP

(Web Starter Pack) service of getit infomedia, 25% respondents said Ask me doctors and 5%

Online yellow pages service of getit infomedia.

30%

40%

25%

5%

Online advertising WSP Ask me doctors Online yellow pages



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12) When are you interested for pay the getit services?


1 Now 60

2 3-6 months 10

3 1 Years 5

4 Not interested 25

Interpretation :

60% respondents said now interested to pay for the getit services , 10% respondents said after 3-

6 months to pay for the getit services, 5% respondents after 1 years and 25% respondents said

not interested to pay for the getit services.

60%10%

5%

25%

Now 3-6 months 1 Years Not interested



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FINDINGS

Following are the findings which are given below :

It has been observed that a majority of a 60% of respondents have agreed into

Dealer/Retail business, because they were not aware about the brand and also digital

marketing .

It has been observed that the 60% respondents uses the services of Just Dial, because the

marketing strategy of just dial was very good on approaching for the basis of digital

marketing.

It has been observed that 30% respondents said that the experience with Getitinfo media

was Satisfactory, 25% respondents said that the experience with Getitinfo media was

Good, 30% respondents said that the experience with Getitinfo media was Very Good

and 10% respondents said excellent experience with Getitinfo media.

It has been observed that 55% respondents are not aware about the getitinfomedia, again

the marketing strategy of getitinfomedia was not very good.

It has been observed that 70% respondents are not used any services of getit infomedia.

In the above table & graph, 45% respondents satisfied with the services of getit

infomedia and 25% respondents are not satisfied with the services of getit infomedia and

other remaining which can't say about the services of getit infomedia.

It has been observed that 60% respondents were know about infomedia yellow pages,

40% respondents were not aware infomedia yellow pages .



62

SWOT Analysis

Strength

1. Diverse business areas spread across Local

Search, Magazine Publishing and Printing

services

2. Into building India's best local business search

engine accessible via Voice, Internet, Mobile and

Print

3. Market leader in India‟s publishing industry

4. Listed on both NSE and BSE

5. Entered into a Joint Venture (JV) with Reed

Business International, arguably the world‟s

largest B2B publishers

6. They have also tied up with Google, Nokia and

STAR India with a view to transcending media

platforms and strengthening their position as a

comprehensive directories and publishing

solutions provider

Weakness

1. Company lacks using advertisement as source

of revenue

2. Copyright infringement is a concern

3. Adverse outcome in economic and political

conditions

Opportunity

1. Invest in new technologies and application

2. Growth of media and entertainment sector



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RECOMMENDATION

Getit should adopt aggressive marketing strategies in order to promote its brand.

It should invest in advertisement, sales-promotion, enhance the quality of its products so that it

could attract more merchandisers.

Company should look into matters like promotional tools, delivery duration, payment modes and

merchandiser's convenience so that trust of merchandisers can be maintained.

Company should look into matters like promotional tools, delivery duration, payment modes and

merchandiser's convenience so that merchandisers can be more satisfied with the brand and thus

merchandisers satisfaction would definitely lead to increase in brand value or Brand Image.

Should maintain transparency so that trust of merchandisers can be maintained

Should also focus more on ethical issue like security, privacy and reliability.

Should add more mercyhandisers to add more variety of products.

Must provide the packing material to the merchants.

Must promote through ATL-BTL activities and through Television and Newspaper.



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CONCLUSION

As the market size of Indian Online retail is growing at an annual rate of 35% . And as per some

reliable industry report, India is going to be the third largest nation of internet users in the next

two years.

This will provide a expansion to the company in their product GETITBAZAAR as the scope of

online retail in India is in boom and if the company implements improved marketing strategies to

increase it awareness, then in the upcoming time Getitbazaar will be one of the most accepted

store in India.



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GETIT INFOMEDIA

QUESTIONNAIRE FOR SURVEY

Name of customer………………………………………..

Contact no………………………………………………..

Business type………………………………….

1).Have you ever used services of any these companies?

(a). Just dial (b). Sulekha.com (c). Ask Laila (d). Zatse (e). Ask me (f). Getit infomedia

2) How was your experience?

(a). Not good (b). Satisfactorily (c). Good (d). Very good (e). Excellent

3). If not (please specify the reason for the experience……..

4). Are you aware of get it info media?

(a). Yes (b). No

5) Have you ever used any services of getit infomedia?

(a). Yes (b). No

6) Were you satisfied with the services of getit infomedia?

(a). Yes (b).no (c). Can‟t say

7). Do you know of infomedia yellow pages?

(a). Yes (b). No

8) Which company provides better services, than getit infomedia?

(a). Just dial (b).sulekha.com (c). Ask me (d).getit infomedia (e). Zatse



10) Which companies‟ services are cheapest and best?

(a). Just dial (b).sulekha.com (c). Ask me (d). Zatse (e).get it info media

11). Which services of getit infomedia do you prefer?

(a). Online advertising (b). WSP (c). Ask me doctor‟s (d). Online yellow pages

12) When are you interested for pay the getit services?

(a). Now (b). 3-6 months (c). 1- Years (d). Not interested

13). What do you expect from getit infomedia? (Please specify…………………….

getit infor

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