Specialization P roject

On

“ A Study on digital marketing and its impact on revenue

generation, with reference to Odigma”
.

Sub mitted in pa rtia l fulfillmen t fo r the award of the deg ree o f

Master o f Man agemen t Studies (MMS)

(under University of Mumbai)

Sub mitted b y

Kapildeo Shyamrao Pawar

(Roll No. 235)

Under the Guidance of

Prof. Ritu Chokroborti

2016 -18
Sheila Rahe ja Scho ol o f Business Manag emen t & Research

i
CERTIFICATE

This is to certify that project titled “Impact of digital marketing on automobile industry.”
is successfull y completed by Ms. Prof. Ritu Chokroborti
during the IV semester, in partial fulfillment of the Master’s Degree in Management
Studies recognized by the Universit y of Mumbai for the academic year 2016 -18 through
Sheila Raheja School of Business Management & Research.

This project work is original & not submitted earlier for the award of any degree, diploma
or associate ship of any other universit y/ Institution.

Name: ____________________ ( )
Date: _____________________ Signature of the Guide

ii
DECLARATION

iii
 Acknowledgement

I would like to express my heartfelt thanks to many people. This dissertation is an effort to contribute
towards achieving the desired objectives. In doing so, I have optimized all
Available resources and made use of some external resources, the interplay of which,
Over a period of time, led to the attainment of the set goals.

I take here a great opportunity to express my sincere and deep sense of gratitude to my
Esteemed faculty Prof. Ritu Chokroborty for giving me an opportunity to work on this project.
The support and guidance from sir, was of great help and it was extremely valuable.

I also express my sincere thanks to all the peoples who, directly or indirectly
Contributed in time, energy and knowledge in this efforts.

Sincerely,
Kapil Pawar
Roll No: M-235
Specialization: Operations
SRBS, Mumbai

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 Chapter 1: Introduction

Table of Content
Sr. Page
TOPICS
No. No.

PREFATORY ITEMS
1. Cover Page
2. Certificate
3. Candidate’s Declaration
4. Acknowledgment
5. Table of content
6. A: Index of Table
7. B: Index of Graph
8. INTRODUCTION
9. Problem Statement
10. Research Objective
11. Research Hypothesis
12. Research Design

13. LITERATURE REVIEW

14. METHODOLOGY
15. Data Analysis
16. RESULT
17. DISCUSSION

18. CONCLUSION
19. BIBLIOGRAPHY
20. APPENDICES

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 Chapter 1: Introduction

INTRODUCTION

3. COMPANY PROFILE

Odigma, a digital marketing firm with a performance-based pricing strategy, is Gearing up to serve clients in
over 150 cities in India, in addition to setting up shop in Singapore and the Middle East by the end of next
fiscal.
MISSION:
Customer Satisfaction is our primary objective and we strive for Excellence in it. End user Contact and
Immediate Problem Resolution is our Strength.

VISION

Our vision is to set the high standards for Digital marketing & Technology around the world, across all
industries through hard work, innovation and creativity until the preferred outcome is achieved.
WHAT THEY DO

Odigma’s services entail Facebook brand building suite, Twitter strategy planning and implementation,
social media platform connect, strategy on social media applications and SEO and Google AdWords PPC.
Its clientele spans across sectors and includes companies such as Myntra, Infibeam, Indus League, HI
design, MakeMyTrip and Toyota, to name a few. While 75 per cent of its clients are acquired through
referrals and online marketing.

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 Chapter 1: Introduction

Digital Marketing and Customer Acquisition

From optimizing search campaigns to gain maximum leverage on media spends (SEM), to optimizing your
internet property for gaining a better rank in organic search results (SEO), we ensure that you reach your
objectives in the best possible way

Plan companies social media campaigns to reach your exact target market with the right communication
message

Understanding brand message and creating interactive videos to showcase your brand presence is our
speciality.

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 Chapter 1: Introduction

Creating custom mailer designs and execute them to drive your inbound marketing strategy

Creating brand partnerships by leveraging an ecosystem with over 30,000 active partners.

Omni Channel Strategy and Business Solutions:

Designing and developing, visually appealing and functional websites which are accessible to your audience
across multiple platforms. We ensure that whatever we deliver has the highest quality of experience.

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 Chapter 2: Introduction

Creating integrated campaigns to create brand presence and recall in the mind of your audience.

We help understand the key pain areas of your CRM process and ensure the elimination of negative

impression of your brand across the web.

Mobile App Development:

Specially designed enterprise and retail apps to ensure that your buyers can easily find and purchase

products, leveraging technology in your favour to increase your revenues.

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 Chapter 1: Introduction

Our visualizers think out of the box every day, thus helping you to leverage on existing content through
innovative concepts to gain revenue

Apps specifically conceptualized and designed to meet your business objectives. Our team of highly skilled

visualizers, designers and developers, ensure that your users will experience only the best.

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 Chapter 1: Introduction

Digital Media Distribution and Solutions

Brand campaigns using a mix of media and marketing. We partner with some of the largest music labels

globally.

Distribution of music, videos & other digital content across devices. Our platform and analytics power some
of the largest labels globally.

Want to launch a story telling campaign built around music/videos/films celebrities.

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 Chapter 1: Introduction

MAJOR CLIENTS OF THE COMPANY:

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 Chapter 1: Introduction

Problem Statement

“A Study on digital marketing and its impact on revenue generation, with reference to Odigma

Research Objective

1. To understand customer preferences on digital marketing.

2. To study the relationship between the customer & company (marketing) in order to generate revenue.
3. To identify customer preferences on buying of online products.

HYPOTHESIS

1]
H0: Customer s preference on digital marketing will impact on customers buying behaviour.
H1: Customers preferences on digital marketing will not affect the customer buying behaviour.

2]
H0: The relationship between the customer & marketing company impact on revenue generated by the
company.
H1: The relationship between the customer & marketing company will not impact on revenue generated
by the company.

3]
H0: Online ads do not help company to connect with consumer easily.
H1: Online ads helps company to connect with consumer easily.

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 Chapter 2: Literature Review

LITRATURE REVIEW
To begin with, as a part of the curriculum a summer internship programme was to be conducted for a period
of two months. Given a choice one was allowed to choose the field in which he/she was interested. As my
interest and curiosity was in online or digital marketing I choose to work with a start-up company named
ODigMa, I choose the start-up company because with start I can explore myself and why digital marketing?
Because it is booming industry, the growth of digital marketing is tremendous and expected to grow more.
Due to this summer internship, I learnt every aspect of digital marketing include (business development
process, content writing, social media) Marketing practices have dramatically shifted with the rise of social
media and proliferation of devices, platforms, and applications. Your prospective and current customers are
trying to communicate with you, and you can listen and respond faster, and with more personalization than
ever before. This shifting environment presents new opportunities and challenges for marketers. With digital
marketing, it's easy to fall behind. Digital marketing equips you with the tools you need to assess your
organization’s social media and digital marketing strategy and helps you identify areas of improvement.
Useful for individuals from small- to medium-sized businesses who want to use new media as a vehicle for
growth. Organizations are leveraging digital marketing methods for successful marketing strategy
implementation inbound marketing through publishing content online in the form of portals, podcasts, e-
journals, online campaigns, social media marketing, search services; and outbound marketing including
email marketing, RSS (Really Simple Syndication) feeds and others. A recent survey of 3300 business
executives from various industries indicates that on an average, 34% of a company’s leads come from
inbound marketing verses 22% through1 outbound marketing .
1.1 Digital Marketing:-
Digital marketing can be defined as the process of promoting of brands using digital distribution channels
comprising internet, mobile and other interactive channels. The basic advantage in this form of advertising
lies in its low cost model.
Digital Marketing can be classified into Pull and Push marketing.
Pull
Pull digital marketing technologies involve the user having to seek out and directly grab (or pull) the
content via web searches. Web site/blogs and streaming media (audio and video) are good examples of
this. In each of these examples, users have a specific link (URL) to view the content.
Push
Push digital marketing technologies involve both the marketer (creator of the message) as well as the
recipients (the user). Email, SMS,RSS are examples of push digital marketing. In each of these examples,
the marketer has to send (push) the messages to the users (subscribers) in order for the message to be
received

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 Chapter 2: Literature Review

1.1.2 Web Site Designing

From the initial process of taking inputs from clients, planning on the basis of such inputs to final
implementation and testing – all are done using latest web designing techniques and skills. Our services
have the advantage of offering clarity in its design style, which is backed up with an easy and free flowing
content and latest technical know-how. Not only we provide affordable web site design and ecommerce
web development services but also search engine friendly designs. Our Service Includes
 Website Design

Website Redesign
Shopping Cart Web Design
Detailed and Advanced Page Layout
Custom Logo Design
Banner Ads
Custom Graphics Design using advanced design tools.
1.2 Digital Marketing Trends:
Organizations are implementing a wide range of digital channels so as to engage customers in a more personalized way.
Digital marketing trends that organizations are rapidly embracing include
1.2.1 Mobility:
Business Insider's recent report indicates that globally, one in every five people owns a smart phone, and one in every 17
owns a tablet. That's an increase of nearly 1.3 billion smartphones in last four years. Therefore an increased user base
accessing the internet via smartphones has prompted many companies to optimize their online content for mobile devices.
1.2.2 Social media:
Organizations are focusing on engaging with customers through social media to offer real-time interactions. Social media
helps organizations reach out to a vast pool of potential customers by supplying them with medical and campaign-related
information.
1.2.3 Social-Local-Mobile marketing:
The growing popularity of smart mobile devices, increasing location based social activities like experience
6
sharing, review reading via social media and the evolution of Global Positioning System (GPS) are helping companies
leverage Social-Local-Mobile marketing activities.

1.2.4 Personalized Content marketing:

Customer engagement, acquisition and retention have all taken on a new dimension with the delivery of unique,
personalized, and relevant messages through identified digital channels. Email is one of the most preferred marketing
channel to broadcast targeted organization messages and campaigns to existing and prospective customers.

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 Chapter 2: Literature Review

Digital Marketing like traditional form of marketing is a highly result driven and set objective practice. One can’t begin
a digital marketing campaign without setting the campaign objectives. A digital marketer understands the needs of the
clients and visualizes their needs to deliver what they want.

Taking a look at last year’s figures, let’s see what AdAge discovered when looking at the statistics:

77% of people interact with brands on Facebook by looking at posts

17% share news and experiences with others about the brand
13% post updates about brands they have connected with
56% said they would recommend a brand after becoming a fan on Facebook
34% of digital marketers have generated leads from Twitter
so as a marketing management student it's very essential to research on such an important marketing tool and study on its
impact on revenue generation will help you to know about how marketing agencies performing .
1.3.1 Scope of the project:
1 To understand the digital marketing models.

1) To understand marketing effectiveness.

2) To understand how digital marketing campaign's takes place.

3) To understand how digital marketing agencies works and generating revenue.

4) To understand how digital marketing has impact on revenue generation.

1.3.2 Limitations of this project:

1. The time span for the project is limited.

2. This revenue generation model completely with reference to OdigMa

3. Time of campaigns for some client is more than three months.
4. Advertising expenditure of some companies is confidential so it can’t be revealed

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 Chapter 2: Literature Review

DIGITAL MARKETING

Meaning:

Digital Marketing (also Online Marketing, Internet Marketing or Web Marketing) is a collective name for marketing
activity carried out online, as opposed to traditional marketing through print media, live promotions, tv and radio
advertisement.

The rapid growth of Digital Marketing Industry is a direct consequence of the global phenomenon that is the Internet, and
effectiveness of Digital Marketing channels in generating revenue and awareness. Compared to traditional methods of
advertising, Digital Marketing offers rather realistic costs (particularly important for small- and medium-size businesses and
start-ups), accurate targeting and excellent reporting.

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 Chapter 2: Literature Review

Types of Digital Marketing

In normal outbound marketing, we will use pull and push marketing strategy. Like that in digital marketing also pull and
push are types.
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 with customized

Contents can also be classed as push digital marketing when the recipient has not actively sought the marketing message.
Push marketing allows you to target your demographics and use your marketing dollars to promote your product to the
people you know are interested in what you have to sell. A push marketing campaign can be more expensive when it comes
to upfront costs, so you really need to be sure that your marketing is going to reach the right people at the right time.
Behaviour targeting is good example for push digital marketing.
In Pull digital marketing includes blogging, email marketing, social media, info graphics and other forms of visual
messaging and search engine optimization (SEO). A pull marketing campaign also includes public relations or other ways of
reaching out to potential or already realized customers who you want to keep engaged. While a pull marketing campaign
can be less expensive to get started, you will incur costs in other ways. For example, if you are running a social media
campaign, you will need to hire someone to manage your social media and respond to people who leave comments or ask
questions. Social media gets people talking and that has a major impact on sales. Pull marketing also requires a greater
investment in time, but it

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 Chapter 2: Literature Review

gives you more ability to entertain your customers and educate them about your company. But don't get confused by seeing
Email in push and pull, there is a difference. If marketer is sending emails with customized content or banners to specific
group of customers is push digital marketing. If marketer is sending emails with the same content or banner to all customers
is pull digital marketing.
6.2 DIGITAL MARKETING CHANNELS:

1. SEO (Search Engine Optimization):

Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's
"natural" or un-paid ("organic") search results. SEO may target different kinds of search, including image search, local
search, video search, academic search, news search and industry-specific vertical search engines.

As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms
or keywords typed into search engines and which search engines are preferred by their targeted audience. Optimizing a
website may involve editing its content, HTML and associated coding to both increase its relevance to specific keywords
and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of back links, or
inbound links, social book marking, directory submission is the SEO tactic.

2. SEM (Search Engine Marketing ):

Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by
increasing their visibility in search engine results pages (SERPs) through optimization and advertising.]
SEM may use search engine optimization (SEO), which adjusts or rewrites website content to achieve a
higher ranking in search engine results pages, or use pay per click listings

There are four categories of methods and metrics used to optimize websites through search engine
marketing.

1. Keyword research and analysis involves three steps ensuring the site can be indexed in the search
engines, finding the most relevant and popular keywords for the site and its products, and using those
keywords on the site in a way that will generate and convert traffic. A follow-on effect of keyword analysis
and research is the search perception impact. Search perception impact describes the identified impact of a
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brand's search results on consumer perception, including title and Meta tags, site indexing, and keyword
focus. As online searching is often the first step for potential consumers/customers, the search perception
impact shapes the brand impression for each individual.

Website saturation and popularity, or how much presence a website has on search engines, can be
analyzed through the number of pages of the site that are indexed on search engines (saturation) and how
many backlinks the site has (popularity). It requires pages to contain keywords people are looking for and
ensure that they rank high enough in search engine rankings. Most search engines include some form of link

Popularity in their ranking algorithms. The following are major tools measuring various aspects of saturation
and link popularity: Link Popularity, Top 10 Google Analysis, and Market leap’s Link Popularity and
Search Engine Saturation.

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 Chapter 2: Literature Review

Back end tools, including Web analytic tools and HTML validators, provide data on a website and its
visitors and allow the success of a website to be measured. They range from simple traffic counters to tools
that work with log files and to more sophisticated tools that are based on page tagging (putting JavaScript or
an image on a page to track actions). These tools can deliver conversion-related information. There are three
major tools used by EBSCO: (a) log file analyzing tool: Web Trends by NetIQ; (b) tag-based analytic tool:
WebSideStory's Hitbox; and (c) transaction-based tool: Tealeaf RealiTea. Validators check the invisible
parts of websites, highlighting potential problems and many usability issues and ensuring websites meet
W3C code standards. Try to use more than one HTML validator or spider simulator because each one tests,
highlights, and reports on slightly different aspects of your website.

Whois tools reveal the owners of various websites, and can provide valuable information relating to
copyright and trademark issues.

2.1 Pay per click (ppc):

Pay per click (PPC), also called cost per click, is an internet advertising model used to direct traffic to
websites, in which advertisers pay the publisher (typically a website owner) when the ad is clicked. It is
defined simply as “the amount spent to get an advertisement clicked.”

With search engines, advertisers typically bid on keyword phrases relevant to their target market. Content
sites commonly charge a fixed price per click rather than use a bidding system. PPC "display"
advertisements, also known as "banner" ads, are shown on web sites or search engine results with related
content that have agreed to show ads.

In contrast to the generalized portal, which seeks to drive a high volume of traffic to one site, PPC
implements the so-called affiliate model, which provides purchase opportunities wherever people may be
surfing. It does this by offering financial incentives (in the form of a percentage of revenue) to affiliated
partner sites. The affiliates provide purchase-point click-through to the merchant. It is a pay-for-performance
model: If an affiliate does not generate sales, it represents no cost to the merchant. Variations include banner
exchange, pay-per-click, and revenue sharing programs.

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 Chapter 2: Literature Review

Websites that utilize PPC ads will display an advertisement when a keyword query matches an advertiser's keyword list, or
when a content site displays relevant content. Such advertisements are called sponsored links or sponsored ads, and appear
adjacent to, above, or beneath organic results on search engine results pages, or anywhere a web developer chooses on a
content site.

The PPC advertising model is open to abuse through click fraud, although Google and others have implemented automated
systems to guard against abusive clicks by competitors or corrupt web developers.

Pay-per-click is calculated by dividing the advertising cost by the number of clicks generated by an advertisement. The
basic formula is:

Pay-per-click = Advertising cost ÷ Ads clicked

There are two primary models for determining pay-per-click: flat-rate and bid-based. In both cases, the advertiser must
consider the potential value of a click from a given source. This value is based on the type of individual the advertiser is
expecting to receive as a visitor to his or her website, and what the advertiser can gain from that visit, usually revenue, both
in the short term as well as in the long term. As with other forms of advertising targeting is key, and factors that often play
into PPC campaigns include the target's interest (often defined by a search term they have entered into a search engine, or
the content of a page that they are browsing), intent (e.g., to purchase or not), location (for geo targeting), and the day and
time that they are browsing.

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2.1.1 Flat-rate PPC

In the flat-rate model, the advertiser and publisher agree upon a fixed amount that will be paid for each click.
In many cases the publisher has a rate card that lists the pay-per-click (PPC) within different areas of their
website or network. These various amounts are often related to the content on pages, with content that
generally attracts more valuable visitors having a higher PPC than content that attracts less valuable visitors.
However, in many cases advertisers can negotiate lower rates, especially when committing to a long-term or
high-value contract. The flat-rate model is particularly common to comparison shopping engines, which
typically publish rate cards. However, these rates are sometimes minimal, and advertisers can pay more for
greater visibility. These sites are usually neatly compartmentalized into product or service categories,
allowing a high degree of targeting by advertisers. In many cases, the entire core content of these sites is
paid ads.

2.1.2 Bid-Based PPC:

With the bid-based PPC model, the advertiser is allowed to bid, to compete against similar advertisers in a
private auction. Each of the bidding advertisers lets the publisher know the maximum amount they are
willing to pay for a given ad spot or keyword. The winning advertisers then pay for each click on their
advertisement, based on the amount they bid. The common practice amongst bid-based PPC websites such
as Google Ad Words, is to charge a small amount more than the next highest bidder.As you can see, Pay per
Click can be a massively effective means of directing targeted traffic to your website, and is relatively
inexpensive. While there is the risk of click fraud, most of the major Pay Per Click providers such as Google
or Yahoo, have employed several automated systems to prevent abusive clicks by corrupt web developers or
competitors out to cost you additional money. If used properly, you can find new customers with ease using
Pay per Click. It might also be beneficial to find a reputable pay per click company to assist you with your
campaigns.

3. SMM (Social Media Marketing)

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

3.1 Engagement

In the context of the social web, engagement means that customers and stakeholders are participants rather than viewers.
Social media in business allows anyone and everyone to express and share an opinion or an idea somewhere along the
business’s path to market. Each participating customer becomes part of the marketing department, as other customers read
their comments or reviews. The engagement process is then fundamental to successful social media marketing.

3.2 Facebook Marketing

Facebook is the world's most popular social network for both businesses and individuals. With over one billion users, your
friends and fans are likely already using the platform and you should be too. In fact, people are 51% more likely to make a
purchase after "liking" a brand on Facebook. Face book marketing requires a good intellects and unique thinking to
make the campaign effective.

In face book marketing in fact in visual /web marketing your content speaks a loud that is why make sure

your content should be relevant to your audience and business.

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3 Twitter marketing (A game of 140 characters)

Twitter’s flexible, real-time platform allows you to get creative and drive results at the same time. Whether you’re looking
to drive sales, increase brand awareness or launch a product. Twitter marketing is not much popular than face book but still
it has an impact on audience

The very first thing in twitter marketing you need to understand and learn the twitter terminologies well.
1. HASHTAG
A hashtag is any word beginning with the # sign. People use hashtags to organize conversations around a specific topic.
Clicking on a hashtag takes you to search results for that term.
2. MENTION
Sometimes you want to bring a Tweet to someone’s attention, but you still want all of your followers to see the message. So
instead of a reply, use a mention. Include the @username of whomever you want to mention in your Tweet, and it will
appear in the Mentions section (in the Connect tab). All @username mentions are clickable and link back to the mentioned
individual’s profile.

3. REPLY
You can respond to a Tweet by hitting the reply button. When you reply, your response is public, and will show up in your
home timeline and the timeline of the person to whom you are responding. The reply will also be visible in the home
timelines of people who follow both you and the person to whom you sent the reply. Meaning, someone not in the
conversation has to follow both of the people replying to be able to read both sides of the conversation.
4. RETWEET
You can pass along someone’s Tweet by retweeting it. Just hit the retweet button to send the original message to all of your
followers.
5. LINKS
Twitter’s link- shortening feature allows you to paste a link of any length into the Tweet box and it will automatically be
shortened to 19 characters. This makes it easier to fit long URLs into the 140 character limit.

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6. FAVOURITE
You can favourite the tweet for future reference. This is just like an archiving something that’s really interesting to you.
7. DM (direct message)
You can send private messages to someone, just like an email. For DM, sender and receiver should be following each other.
Pros:
The targeted market is most probably on Twitter:
Since a very large number of people use social network, there is a high probability that the interested parties for the product
you are advertising is in the virtual world. This is one great advantage every business should try to make use of because if
you are not using social networks for advertising, then you are missing a large market.
Great way to research market:
With the growing popularity of the internet, market research has become easy. Instead of spreading questionnaires or asking
people oral questions, the use of social networks made it easy by making it easier to create free surveys and posting the links
so that people can participate. This is a very easy way of doing market research, keeping in mind the fact that the setting up
the surveys won’t cost money and people can finish those surveys in less time than the hard copy one.
Growth of social networking:
There is no doubt that the use of social networks is rapidly growing. What this means to business is that, there are audience
on the virtual world than the business could ever reach through any other type of media. This is in fact one of the main
advantages of using Twitter and other social networks for businesses.
Easier way to pass info:
By just posting a 140 character tweets, a business would be passing more information than it can do anywhere else. This
costs less or almost nothing compared to other modes like sending a mail or making a phone call. I also don’t know if this is
true for everyone else, but I may read lots of stuff online that I may not read if they were on a hard copy or somewhere else.
Cons:
Spams and viruses:
When the use of the internet world has increased, the potential risks that one can obtain from the internet have increased as
well. What this means is spammers could spam your site or worse than that, can find access to your information through
social networks. Social networks could be useful, but if not properly used, then they could lead to more problems.

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Using for business needs:

Twitter and other social networks are designed to be user friendly. On the other hand, there are also applications and other
aids that make it easier to use. One thing with social networks is that businesses and individuals do not use it the same way.
What this means is that businesses need to learn how to efficiently and effectively use Twitter and other social networks so
that they could make the use out of it.
Limited space:
I think everyone who used Twitter or paid a little attention to how it’s used knows about the 140 characters thingy. This
kind of space or limitation on character is not enough for most business and this is where learning to effectively and
efficiently twitter comes into place. On the good side, may be this is good, because otherwise people won’t be in the mood
to read a whole blog most of the time.
Streamline nature of twitter:

It’s a common expectation of anyone who follows others on twitter not to follow everything. One of the reasons this
happens is because the tweets in twitter are designed to stream really quickly and usually show the latest tweets. So some of
times, some of the tweets one makes or a business makes may lost in the long shuffle of tweets. Like I said before, this calls
for learning to use twitter effectively.
Thumb rules:
 Remember, you just have 140 characters to play around. Compose your message within 120 characters or less and
leave atleast20 characters so that others can re-tweet (RT).

 Utilization of # hash tags Tweets with hash tags get twice the engagement of those

Create a list of #Hash tags relevant to your brand Build a campaign around those #Hash tags and invite followers to
re-tweet.

 Posts with images have double the engagement of those without even though users can’t see them until they click
on them. It creates an interest among the audience.

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3.6 Instagram:
Instgram, the new revolutionary photo-sharing program, making it easier than ever to share your best pictures with the
world. The social media program allow you to upload, add digital filters, and then post your pictures on your Instagram-
feed, as well as other social networking sites. You can connect your Instgram account with Facebook, Twitter, Tumblr,
Flickr, Foursquare and your email account. This makes it easy to share your pictures on multiple platforms all at once.
When it comes to brands and businesses, Instagram goal is to help companies to reach their respective audiences
through captivating imagery in a rich, visual environment. Moreover, Instagram provides a platform where user and
company can communicate publicly and directly, making itself an ideal platform for companies to connect with their
current and potential customers.

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3.7 Google +:
Google has described Google+ as a "social layer" that enhances many of its online properties, and that it is not simply a
social networking website, but also an authorship tool that associates web-content directly with its owner/author. It is the
second-largest social networking site in the world after Facebook. 540 million monthly active users are part of the Identity
service site, by interacting socially with Google+'s enhanced properties, like Gmail, +1 button, and YouTube comments. In
October 2013, Google counted 540 million active users who used at least one Google+ service, of which 300 million users
are active in "the stream".

Pros:
With most marketers comfortable with using Facebook for their primary social media marketing tactics they quite often
don’t see the other opportunities. Here are some compelling reasons to register and start using a Google+ page to
complement your Facebook page, your social media and digital marketing activities.
Google+ hangouts
Google+ hangouts have been an important part of the Google+ platform since day one. They allow you to create online
meetings that are limited to 10 active users but it allows you to stream YouTube video to an unlimited number of viewers.
Hangouts provide a way to engage with small groups of customers that you may want to share important information and/or
educate.
No update filtering
Google doesn’t need to make money from Google+ as its major revenue (over $30 billion) is from its Google ad words and
search advertising. It doesn’t need to force you to pay to be visible on Google+. Facebook has increasingly applied its Edge
rank technology that filters the updates that are seen by people that have liked your brand’s “Facebook page”. Some
research shows it at less than 15% and shrinking. This is so they can force you to spend to advertise on Facebook to get
attention. It has become “pay to play” Google plus does not filter (censor) your updates to followers that are following your
page.
No ads
Point two leads to another advantage. There are no annoying advertisements on Google plus. No distractions
and no one wanting to sell you weight loss or dating services.
Social signals
Google wanted to enhance its search engine capabilities by having humans vote on what content they liked. (That is the
Google+ button). This is now built into Google’s search algorithms to ensure that Google remains relevant on the web. This
makes certain that your content is receiving votes (social signals) when you are participating on Google+.
Search visibility.

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 Chapter 2: Literature Review

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 Chapter 2: Literature Review

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 Chapter 2: Literature Review

3.8 You tube

YouTube is a video Social Networking site, and the 2nd most popular search site on the Internet after Google, who owns
YouTube. YouTube video watching is a significant activity on the Internet, with over 1 billion visits to YouTube daily and over
100 million videos watched daily. And it's easy for anyone who sees your video to rate it and share it with his Social Network.

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 Chapter 2: Literature Review

4. ODA (Online Display Ads):

Display advertising is a type of advertising that is located on websites. It can be seen in a wide range of different formats
and contains items such as texts, images, flash, video and audio. The main purpose is to deliver general advertisements and
brand messages to the plus 40 million people connected to the Internet each month.

It is important to choose the right format because it will help to make the most of the medium. It is also possible to add:

 Video


 Expendables: flash files that expand when the user interacts on mouse over


 Overlays: ads that appear and that it is possible to remove clicking a close button;


 Sponsorship: including a logo or adding a brand to the design of a web site.

To help to better selecting the right format for type of ad, Interactive Advertising Bureau has realized a Display Standard Ad
Unit Portfolio that works as guideline that can be followed by the creative.

Standard size

IAB has also created a universal standard for display ad sizes Page text. There are four dimensions that have been decided
as universal and are respectively:

 Banner 728 x 90



 Rectangle 336 x 280


 Skyscraper 160 x 600


 Square 250 x 250

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 Chapter 2: Literature Review

You tube
YouTube is a video Social Networking site, and the 2nd most popular search site on the Internet after Google, who owns
YouTube. YouTube video watching is a significant activity on the Internet, with over 1 billion visits to YouTube daily and over
100 million videos watched daily. And it's easy for anyone who sees your video to rate it and share it with his Social Network.

5. ORM (Online Reputation Management)

Online reputation management coined by the public relation. Basically ORM is a process include
Undertake the comprehensive research and analysis the online content. Track
your users’ actions and opinions about brand.
Reduce your risk of featuring amongst the negative user sentiments. Enhance
your web presence and create positive perceptions.

6. MMT (Mobile Marketing):

Mobile marketing is marketing on or with a mobile device, such as a smart phone. Mobile marketing can plague customers
with time and location sensitive, personalized information that promotes goods, services and ideas. In a more theoretical
manner, academic Andreas Kaplan defines mobile marketing as "any marketing activity conducted through a ubiquitous
network to which consumers are constantly connected using a personal mobile device".
Mobile marketing via SMS has expanded rapidly in Europe and Asia as a new channel to reach the consumer. SMS initially
received negative media coverage in many parts of Europe for being a new form of spam as some advertisers purchased lists
and sent unsolicited content to consumer's phones; however, as guidelines are put in place by the mobile operators, SMS has
become the most popular branch of the Mobile Marketing industry with several 100 million advertising SMS sent out every
month.

6.1Ways of mobile marketing:

MMS

MMS mobile marketing can contain a timed slideshow of images, text, audio and video. This mobile content is delivered via
MMS (Multimedia Message Service). Nearly all new phones produced with a color screen are capable of sending and
receiving standard MMS message. Brands are able to both send (mobile terminated) and receive (mobile originated) rich
content through MMS A2P (application-to-person) mobile networks to mobile subscribers. In some networks, brands are
also able to sponsor messages that are sent P2P (person-to-person).

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 Chapter 2: Literature Review

Good examples of mobile-originated MMS marketing campaigns are Motorola's ongoing campaigns at House of Blues
venues, where the brand allows the consumer to send their mobile photos to the LED board in real-time as well as blog their
images online.

Push notifications

Push notifications were first introduced to smartphones by Apple with the advent of the iPhone in 2007. They were later
further popularized with the Android operational system, where the notifications are shown on the top of the screen. It has
helped application owners to communicate directly with their end users in a simple and effective way. If not used wisely it
can quickly alienate users as it causes interruptions to their current activities on the phone. It can be much cheaper if
compared to SMS marketing for the long run, but it can

Become quite expensive on the short run, because the cost involved in application development. Once the application is
download and installed provided the feature is not turned off it is practically free, because it uses internet bandwidth only.
SMS and push notifications can be part of a well-developed inbound mobile marketing strategy.

APP Based marketing

With the increasingly widespread use of smartphones, app usage has also greatly increased. Therefore, mobile marketers
have increasingly taken advantage of smartphone apps as a marketing resource. This allows for direct engagement, payment,
and targeted advertising.
There is a lot of competition in this field as well. However, just like other services, it is not easy anymore to rule the mobile
application market.

In game mobile marketing

There are essentially three major trends in mobile gaming right now: interactive real-time 3D games, massive multi-player
games and social networking games. This means a trend towards more complex and more sophisticated, richer game play.
On the other side, there are the so-called casual games, i.e. games that are very simple and very easy to play. Most mobile
games today are such casual games and this will probably stay so for quite a while to come.

Brands are now delivering promotional messages within mobile games or sponsoring entire games to drive consumer
engagement. This is known as mobile advergaming or Ad-funded mobile game.

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Mobile web marketing

Google and Yahoo! as on web pages specifically meant for access by mobile devices is also an option. The Mobile
Marketing Association provides a set of guidelines and standards that give the recommended format of ads, presentation,
and metrics used in reporting. Google, Yahoo, and other major mobile content providers have been selling advertising
placement on their properties for years already as of the time of this writing. Advertising networks focused on mobile
properties, SMS resellers and advertisers are also available. Additionally, web forms on web pages can be used to integrate
with mobile texting sources for reminders about meetings, seminars and other important events that assume users are not
always at their computers. In addition Mobile websites are another aspect of mobile web marketing and can be a tool than
can used to help make purchasing goods and services easier as well as create better communication opportunities between
trades.
QR codes

QR codes allow a customer to visit a web page address by scanning a 2D image with their phone's camera, instead of
manually entering a URL. The resultant URLs typically include tracking features which would be unwieldy if typed by the
customer. Originally approved as an ISS standard in 1997, Denso-Wave first

Developed the standard for tracking automobile parts in Japan. QR codes have been growing in popularity in Asia and
Europe, but have been slow to be adopted in North America. Some high-profile QR campaigns in the United States have
included billboards by Calvin Klein in Times Square, QR codes for every SKU in Home Depot and Best Buy stores, and a
scavenger hunt promoting Starbucks and Lady Gaga. Apple pass book Implemented as a native app for iOS6, has employed
QR codes as one of the ways that the iPhone (or iPod Touch) users can take a real world action. I.e. scan the Barcode on
their Passbook Pass. In addition to QR codes, the Passbook (application) also supports PDF417 and Aztec 2D Barcodes.

Bluetooth

The rise of Bluetooth started around 2003 and a few companies in Europe have started establishing successful businesses.
Most of these businesses offer "hotspot" systems which consist of some kind of content-management system with a
Bluetooth distribution function. This technology has the advantages that it is permission-based, has higher transfer speeds
and is also a radio-based technology and can therefore not be billed (i.e. is free of charge). The likely earliest device built for
mobile marketing via Bluetooth was the context tag of the AmbieSense project (2001-2004). More recently Tata Motors
conducted one of the biggest Bluetooth marketing campaigns in India for its brand the Sumo Grande and more of such
activities have happened for brands like Walt Disney promoting their movie 'High School Musical'.

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Location Based services

Location-based services (LBS) are offered by some cell phone networks as a way to send custom advertising and other
information to cell-phone subscribers based on their current location. The cell-phone service

provider gets the location from a GPS chip built into the phone, or using radiolocation and trilateration based on the signal-
strength of the closest cell-phone towers (for phones without GPS features). In the United Kingdom, which launched location-
based services in 2003, networks do not use trilateration; LBS services use a single base station, with a 'radius' of inaccuracy, to
determine a phone's location. Some location-based services work without GPS tracking technique, instead transmitting content
between devices peer-to-peer.

User controlled media

Mobile marketing differs from most other forms of marketing communication in that it is often user (consumer) initiated
(mobile originated, or MO) message, and requires the express consent of the consumer to receive future communications. A
call delivered from a server (business) to a user (consumer) is called a mobile terminated (MT) message. This infrastructure
points to a trend set by mobile marketing of consumer controlled marketing communications.

Due to the demands for more user controlled media, mobile messaging infrastructure providers have

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 Chapter 2: Literature Review

responded by developing architectures that offer applications to operators with more freedom for the users, as opposed to
the network-controlled media. Along with these advances to user-controlled Mobile Messaging 2.0, blog events throughout
the world have been implemented in order to launch popularity in the latest advances in mobile technology. In June 2007,
Air wide Solutions became the official sponsor for the Mobile Messaging 2.0 blog that provides the opinions of many
through the discussion of mobility with freedom. GPS plays an important role in location-based marketing.

7. EMT (Email Marketing)

Email marketing is directly marketing a commercial message to a group of people using email. In its broadest sense, every
email sent to a potential or current customer could be considered email marketing. It usually involves using email to send
ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. Email marketing
can be done to either sold lists or a current customer database. Broadly, the term is usually used to refer to sending email
messages with the purpose of enhancing the relationship of a merchant with its current or previous customers, to encourage
customer loyalty and repeat business, acquiring new customers or convincing current customers to purchase something
immediately, and adding advertisements to email messages sent by other companies to their customers.

Types of email marketing

Email marketing can be carried out through different types of emails:

Transactional emails

Transactional emails are usually triggered based on a customer’s action with a company. To be qualified as transactional or
relationship messages, these communications' primary purpose must be "to facilitate, complete, or confirm a commercial
transactions that the recipient has previously agreed to enter into with the Sender", along with a few other narrow definitions
of transactional messaging. Triggered transactional messages include dropped basket messages, password reset emails,
purchase or order confirmation emails, order status emails, reorder emails and email receipts.

The primary purpose of a transactional email is to convey information regarding the action that triggered it. But, due to its
high open rates (51.3% compared to 36.6% for email newsletters), transactional emails are an opportunity to engage
customers: to introduce or extend the email relationship with customers or subscribers, to anticipate and answer questions or
to cross-sell or up-sell products or services.

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 Chapter 2: Literature Review

Many email newsletter software vendors offer transactional email support, which gives companies the ability to include
promotional messages within the body of transactional emails. There are also software vendors that offer specialized
transactional email marketing services, which include providing targeted and personalized transactional email messages and
running specific marketing campaigns (such as customer referral programs).

Direct emails

Direct email or interruption based marketing involves sending an email solely to communicate a promotional message (for
example, an announcement of a special offer or a catalog of products). Companies usually collect a list of customer or
prospect email addresses to send direct promotional messages to, or they can also rent a list of email addresses from service
companies, but safe mail marketing is also used.

Advantages of Digital Marketing

Digital Advertising is increasingly an inherent budgetary component of many organizations today. Organizations of all sizes
use the medium to promote their products and services. So well, why do so many organizations use the medium? Simply
put, it is due to the numerous advantages that online advertising offers. These are discussed in the paragraphs ahead.
Reach
The ability of the online medium to target a certain demographic of users is one of the greatest advantages of digital
advertising. In addition, the geographical reach of the online medium is far greater than that of traditional media. It’s not
only cost effective to achieve a wider geographic area but the ads can also be targeted to the desired audience. For example,
if an advertiser is keen on selling his or her products targeted to a certain demographic of people, it is quite possible through
online advertising. Digital advertising has matured to the extent that web publishers, media agencies and advertisers
themselves know the optimal ways

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 Chapter 2: Literature Review

DIGITAL MARKETING IMPACT ON REVENUE

GENERATION
Digital marketing is a new trend in marketing, unlike traditional marketing most of companies not use their own marketing
channels for digital marketing mostly it can be outsourced to third parties like digital marketing agencies like odigma
consultancy ltd. Companies like odigma generating revenue using digital marketing it has great impact on revenue model of
these companies. Spending’s of various companies on digital marketing is a revenue for digital marketing agencies like
odigma.

8.1 Digital agencies: types and services

Digital agencies are as varied as the needs of the advertisers and marketers who hire them. At the high end, for global
enterprises, are the agency holding companies with hundreds of full-service digital agencies around the world. There are
also boutique and specialty agencies that provide channel-specific digital marketing services such as mobile messaging
programs, social media marketing, or SEO link-building campaigns. And there are agencies that focus on strategy and
professional services, such as branding or web design. Like any organization, each type of agency has its own strengths,
weaknesses, and culture. Digital agencies also can be differentiated by their focus on professional services versus
proprietary techn

platforms. Agencies that emphasize their professional services capabilities recommend and use third-party technology such as
PPC campaign management platforms, SEO tools, and social media management platforms to manage their clients’ data and
digital campaigns. These agencies view their role as strategists that can analyse and interpret data to provide actionable results and
achieve their clients’ goals. Agencies that develop and offer proprietary tools view their platforms as a competitive advantage over
third-party toolsets that are widely available. The plethora of digital channels has left many advertisers drowning in data. By
providing technology platforms that are built and customized to client needs, these agencies believe they are providing unique and
critical automation tools that collect, analyse, and optimize data for their clients.

8.2 The Benefits of working with a digital agency

Agencies owned by large media or holding companies can provide the following benefits:

 Diversity of capabilities from co-owned media properties.


 Built-in sister agency relationships and priority referrals.

 In-network efficiencies.


Working with a specialty or boutique agency offers unique benefits as well, including:

 More granular channel strategy and tactical expertise.



 Client access to agency decision makers and top personnel.


 Lower spending minimums

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 Chapter 3: Methodology

2. RESEARCH METHODOLOGY

The research design and methodology is presented as follows

2.1 Data collection:

 The task of data collection begins after a research problem has been defined and research design has been
chalked out.
While deciding about the method of data collection to be used for the study, the research should keep in mind
two types of data viz. Primary and Secondary.

2.2 Sources of data

a) Primary Data.

b) Secondary Data.

2.2.1 Primary data:

Secondary data is collected from already existing sources in various organization broachers & records. Secondary data for
the study were collected from the magazines, websites & other previous studies. To meet the objectives, the study used
qualitative research. The descriptive study was done through review of existing literature that helped in validation and
extraction of the important variables and factors. Data was collected from secondary sources. Secondary sources were
magazines, websites, books, office executives, and company data.

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 Chapter 4: Result

SAMPLE SIZE ESTIMATION

In order to estimate the sample size we will use the following formula:

n= (ZS/E)*(ZS/E)
Where,
 E= Tolerence limit,
 S= Standard deviation,
 N= Number of elements (sample),
 Z= Accuracy

CALCULATION OF SAMPLE SIZE

Sample size: - n = (Z s /E) * (Z s /E)
E = tolerance limit = 5%
S = Standard deviation = 0.527
Z = Accuracy level = 95%
n = No. of elements = Sample size
n = (Z s / E) * (Z s /E)
n = [0.95 * (0.527/0.05)] 2
n = 100
Sample size= n= 100

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 Chapter 4: Result

DATA ANALYSIS

1.What type of information will you collect?

Interpretation

Survey results showing that people who said they collect information before purchasing product they mainly
concern about the product quality and price least concern about attributes.

2. How do you get information about new Products?

Interpretation

Samples showing that 40% of people get to know about new products through advertisements and followed by friends
means reference group

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 Chapter 4: Result

3.Did you ever purchase from an online site?

Interpretation

Question asked to most of young people and 81% people said they buy from online site and only few people said they
never purchased from online because of reliability issues

4.If yes, then what type of product / services did you purchase online?

Interpretation

People who said they purchase products from online they purchase electronic products, followed by fashion and
travel accessories through online.

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 Chapter 4: Result

5. Do you ever notice advertisement?

Interpretation

97% of the samples are seeing ads, among them 35% of samples noticed ads through online media, 22% on TVC
and 17% on Newspapers

6.If yes, from where?

Interpretation

35% People notice advertisements from online ads and TV and OOH takes less part.

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 Chapter 4: Result

7. Mention one from of media, which you give more importance?

Interpretation

48% of the samples are saying they have trust in online ads, 34 % are saying they have trust in T.V.

8. How will you share your experience with others?

Interpretation

37% will share their experience through face to face talk, 32% through social networking sites and 24% through
messaging.

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 Chapter 4: Result

9. Do you read the News through online?

Interpretation

74% are reading newspapers through online portals and only 26% people said NO to read newspaper through online

10. Do you have an internet connection in any device or gadget?

Interpretation

Question asked to people who said YES to above asked questions and 96% people have internet connection to any
of those gadgets only 4% people using gadgets without internet connection.

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 Chapter 4: Result

HYPOTHESIS TESTING
Set1
H0: Customers preference on digital marketing will impact on customers buying behaviour.
H1: Customers preferences on digital marketing will not affect the customer buying behaviour.

Did you ever purchase from an online site?

Interpretation
Most of young people and 81% people said they buy from online site and only few people said they never purchased from
online because of reliability issues
9. Do you read the News through online?

Interpretation
74% are reading newspapers through online portals and only 26% people said NO to read newspaper through online
Hence hypothesis h1 is accepted and h0 is rejected.

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 Chapter 4: Result

Set2
H0: The relationship between the customer & marketing company impact on revenue generated by the
company.
H1: The relationship between the customer & marketing company will not impact on revenue generated by
the company
4.If yes, then what type of product / services did you purchase online?

Interpretation
People who said they purchase products from online they purchase electronic products, followed by fashion and travel
accessories through online.
Hence hypothesis h1 is accepted and h0 is rejected.

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 Chapter 4: Result

Set3
H0: Online ads help company to connect with consumer easily.
H1: Online ads do not help company to connect with consumer easily.

. Mention one from of media, which you give more importance?

Interpretation
48% of the samples are saying they have trust in online ads, 34 % are saying they have trust in T.V.

7. Mention one from of media, which you give more importance?

Interpretation
35% People notice advertisements from online ads and TV and OOH takes less part.

Hence hypothesis h1 is accepted and h0 is rejected.

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 Chapter 4: Result

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 Chapter 5: Discussion

DISCUSSION

Get to know about challenges and opportunities for digital marketing in India. Gain
basic understanding of SEO, SEM, SMM, ORM, etc.
Fulfilling each and every requirement of client is very important regardless of whether that requirementis small or big.
I learned how to pitch the client while meeting.I experienced the corporate feeling which gives me a good exposure.
I was able to put in practice what I have learnt in my first year of marketing management curriculum.
Leadership quality, it’s all about the impact you have on other people. You need to have leaders within an organization.
Leaders will deal with the customer, project, etc. as a leader.
Healthy Competition forced to do better job the trick is to learn from your competitors quicker than they can learn from
you. Always look for your competitors’ strengths.
Digital marketing work is all about a team work and it always try to give best out of all.
Time management is the big management lesson I have learnt as make individual more divert to words it work.
How to do a formal communication, the way how to communicate with each level of management to get work done.
Every day same task, but the situations are different
It’s not only from my experience, but also from my observation. All colleagues are doing the same type of work, but
the situation is different. Sometime they have problem with a client, but on the next day they problems with vendors or
with creative team. While coming to me, my first month was more concentrated with pitch presentation. Industry or
clients are different or requirements of the client are different, but contents or the flow of pitch presentations are same.
Observation is the best teacher
There are lots of situations where I am completely blank and I don’t know how to do some task. In those situations I
observed my colleagues to know how they are doing it and I understood the importance of
observation.
Work life balancing
This is the most important learning for me. This internship thought me how to balance your personal responsibility and
professional responsibility together and how to enjoy life even after getting a job. Working in an agency is not an easy
task, the person wants to face a lot of stress and challenges. I am the only person in my office leaving early, while
comparing with others. Because my colleagues have lots of work, sometime they will leave by late night only. But they
are really enjoying all the moments in their life. They don’t have any difference between professional life and personal
life.

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 Chapter 6: Conclusion

12. CONCLUSION

The successful completion of this internship indicates that the future of marketing is in the hands of digital. Digital
marketing is not only concerned with placing ads in portals, it consists of integrated services and integrated channels.
Marketers want to use these components in an effective way to reach target groups and to build a brand. In this digital era
marketer is not the custodian for a brand, people who are connected across the digital platforms are the custodians.
Brands want to build their presence over digital platform, because customers have high affinity towards digital media than
other media’s. More than that customers are highly information seekers and digital media is the only platform for two way
communication between brands and customers.
Digital media is the best platform to convert a product to a brand. Because it is more cost effective and it provide lot of
touch points to marketer. Brands can able to engage their target group in an effective way through digital platforms. Digital
media is not only for engagement, brands can increase their customers or they can retain their existing customers. Digital
platforms help to increase the impact of brand recall in target groups.
Importance of digital presence increasing importance of digital agencies, so they making money through digital advertising
raising of digital marketing consciousness making money for digital agencies by which they are booming and making more
money with small investments.
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.

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 Chapter 6: Conclusion

SUGGESTIONS
Survey results showing that people who said they collect information before purchasing product they
mainly concern about the product quality and price least concern about attributes

Samples showing that 40% of people get to know about new products through advertisements and
followed by friends means reference group.

Question asked to most of young people and 81% people said they buy from online site and only few
people said they never purchased from online because of reliability issues

People who said they purchase products from online they purchase electronic products, followed by
fashion and travel accessories through online.

97% of the samples are seeing ads, among them 35% of samples noticed ads through online media, 22%
on TVC and 17% on Newspapers

35% People notice advertisements from online ads and TV and OOH takes less part.

48% of the samples are saying they have trust in online ads, 34 % are saying they have trust
in T.V.

37% will share their experience through face to face talk, 32% through social networking sites and 24%
through messaging

74% are reading newspapers through online portals and only 26% people said NO to read newspaper
through online

Question asked to people who said YES to above asked questions and 96% people have internet
connection to any of those gadgets only 4% people using gadgets without internet connection.

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 Chapter 7: Bibliography

BIBILOGRAPHY

BOOKS:
Marketing management
V.S.Ramaswamy
Third edition
Macmillan India ltd.
Business Research Methods
O.R Krishnaswami
B.G Satyaprasad
Third Edition
Himalaya Publication House

WEB SITES:
WWW.VRLLOGISTICS.COM
www.SCRIBD.COM
www.WIKIPEDIA.COM
www.GOOGLE.COM

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