CHAPTER- 1

INTRODUCTION

1.1 INDUSTRY PROFILE:

In India, the country's material industry has an outstanding position. The most prompt
prologue to the region in India, the city's total current yield estimation of 14%,
contributing right around 30% of total charges, is the second greatest producer after
country work. The material business is one of giving the most basic needs. This is to
keep up bolstered advancement, improved individual fulfilment. It has a unique position
as a free industry, from rough materials to movement of finished things. there is a
considerable measure of included an incentive at each phase of handling. This is the
nation's economy a noteworthy commitment. This is in agribusiness, industry,
associations and decentralized segments and in addition rustic and urban territories,
specifically the tremendous capability of ladies and defenseless gatherings, work
creation, it is important.
CURRENT SCENARIO:
Capacity improvement, the two materials and apparel, maybe the thriving of the
quantity of nations to confine material imports after the MFA share framework in the
new focused condition, as indicated by the WTO Agreement on Textiles and Clothing
on 1 January 2005 end. Along these lines, the material business in made countries are
confronting contention both their toll and neighbourhood markets. The disposal of
quantity limitations has opened up a material bunch improvement mastery to the most
focused creating nations to empower them to regular filaments from development,
generation, regardless of the low wages completed articles of clothing Giving an upper
hand in an assortment of changes in the creation procedure advancement nations on the
planet market, time and different variables, to decide the phase of worldwide intensity,
now assume a more critical part. We need to end up the nation's material and article of
clothing trade arranged methodology, to keep up high esteem included administrations
through the production network needs, for example, skill in the outline, acquisition, or
retail advancement aptitude to supplement, in assembling. The retail business in India is
right now experiencing a combination stage. Rivalry in the division is required to
heighten with the section off birthplace players like Daley of France. Organizations
with great innovative work offices are required to survive while others may wind up as
contract producers for the greater players. The retail showcase involves three sections to
be specific the superior fragment with 15%oftotal market share, the well known
portion and the standard fragment. Samsonite (International) and VIP are the
overwhelming players in the superior portion with a piece of the pie of 52% in the
famous fragment. V.I.P. businesses and Universal rule the low-end standard fragment.
The retail market is dominated by the unorganized sector with 50% market share.
Northern and western India are the biggest markets in the country.
V.I.P. and Samsonite are focusing on developing their distribution networks. Both
players are also into exports. V.I.P.‟s export touched Rs.134 million in 1997-98 and is
mainly targeted at Gulf and West European Markets. Samsonite posted an export
turnover of Rs.150 million for the year ended December ‟98. retail manufacturers,
particularly V.I.P. have slashed prices following decline in prices of raw materials.

The organized sector (8%) is growing at a lesser pace when compared to the
unorganized sector (25%). The organized sector will have to face the reality that players
in this sector may become organized and come out with branded products emerging as
competitors to the existing players in the organized sector. The organized sector has to
be cautious of the developing grey market. The luggage industry in India is currently
undergoing a consolidation phase. Competition in the sector is expected to intensify
with the entry of foreign players like Daley of France. Companies with good research
and development facilities are expected to survive while others may end up as contract
manufacturers for the bigger players. The luggage market comprises of three segments
namely the premium segment with 15%oftotalmarketshare,the popular segment and the
standard segment. Samsonite (International) and VIP are the dominant players in the
premium segment with a market share of 52% in the popular segment. V.I.P. industries
and Universal dominate the low-end standard segment. The luggage market is
dominated by the unorganized sector with 50% market share. Northern and western
India are the biggest markets in the country. V.I.Q. And Samsonite are focusing on
developing their distribution networks. Both players are also into exports. V.I.P.‟s
export touched Rs.134 million in 1997-98 and is mainly targeted at Gulf and West
European Markets. Samsonite posted an export turnover of Rs.150 million for the year
ended December ‟98. Luggage manufacturers, particularly V.I.P. have slashed prices
following decline in prices of raw materials. The organized sector (8%) is growing at a
lesser pace when compared to the unorganized sector (25%). The organized sector will
have to face the reality that players in this sector may become organized and come out
with branded products emerging as competitors to the existing players in the organized
sector. The organized sector has to be cautious of the developing grey market.
International trying to steal the limelight, the $50 million Indian giant VIP Industries at
one of the vertices and the triangle completed with the $120 million unorganized sector
at the third end. The other small companies find place somewhere in between. This then
is the Indian molded luggage industry in a nutshell.Quality of the Indian luggage at that
time was suited mostly for the low end mass market and not for the premium end
quality conscious customer.
Innovations were very few People had got used to the old type of luggage which had a
top, a bottom and a lock to keep it intact. The manufacturing process concentrated more
on volumes than on quality. And surprisingly, nobody was complaining. The reason:
lack of quality awareness among the customers

INTRODUCTION OF TESTTILE AND GARMENT INDUSTRY:

India is the world's second biggest material and attire maker. Material and clothing
industry in India is one of the most seasoned in the nation's assembling part, which is
right now the biggest. Textile and garment industry, to meet India's economy a crucial
role. This is the main source of foreign exchange earnings, as well as after agriculture, a
total of 350,000 employees in the largest employer. India's textile industry accounted
for 23% of global production of the spindle, the second highest after China, global
production capacity of approximately 6% of the rotor. In addition, it has the highest
capacity of the loom, hand loom comprising 61% of the market share.

Outdoor activities in India were rather unheard of; a group of friends, who were
passionate about the outdoors, started Wild craft in a garage. In what we call the
'Garage Years', began our exploratory phase. It was a distant dream, as the few people
who were into the outdoors would either get their equipment from stores abroad or buy
it second-hand. Most of the equipment available then was bulky, heavy, out-dated and
definitely very expensive; and it was this idea of enabling people for the outdoors that
Wild craft was established.
Understanding the needs of different outdoor and adventure activities, we realized very
early on for the need of sturdy, durable, reliable and functional products that can
withstand the toughest of tough terrains. From the very beginning we were focused on
creating equipment that stood for the outdoors. With time the vision began to expand
along with our product base and by 2007-2008 our core team was established.
Our core constituency of design and construction stood the test of time and test of the
tough outdoor terrains. Whether it is apparel made of breathable materials,
ergonomically designed rucksacks or waterproof footwear, our gamut of products have
one mission – to enable people with gear that is durable, resilient and sturdy, for their
exploration of the outdoors.

For over a decade now we have channelized our passion for the outdoors into creating
reliable gear that truly stands for the outdoors. Wild craft today stands for trust, that all
our customers, whether it is the outdoor enthusiasts or the urban travellers, place in us
and our products. We stand for a passion that has intrinsically worked towards creating
products that can endure the resilience of the great outdoors.
Wild craft is an Indian outdoor and adventure Product Company headquartered in
Bengaluru. The company s products are sold in over 170 exclusive stores and 4,000
multi branded stores in India & abroad. The co-founders of the company are Dinesh
Kaigonahalli, Siddhartha Sood & Gaurav Dublish. If necessity is indeed the mother of
all inventions, then Wild craft is one of its most industrious children.

One of India’s few home-grown outdoors companies; Wild craft was set up by engineer
and adventure aficionado Dinesh KS and his group of friends in Bengaluru in 1992. a
time when people with his interests and skill sets had not completely overrun the garden
city. As an avid traveller. Dinesh has struggled to find quality gear that could support
his expeditions, with expensive imported equipment being out of reach. So, Dinesh
decided to design his own range of rucksacks, tents and sleeping bags, which became so
popular with friends and acquaintances that he quit his job with an electronics company
and entered production full-time. Very soon, the business outgrew the garage office
Dinesh had been operating out of, with manufacturing being outsourced. The
company’s first official offering was a dome shaped tent, though it shifted focus to its
in-demand backpacks soon. Later, other outdoor gear such as rucksacks, sleeping bags,
outdoor clothing and imported climbing hardware were also added to Wild craft‟s
growing range.
http://www.yuvastyle.com is a leading E-commerce portal offering branded
shoes, apparels, accessories and much more. For your sudden adventure trips,
now save time and shop Wild craft bags online.

THEORETICAL BACKGROUND OF THE STUDY

Marketing is traditionally the means by which an organization communicates to,

connects with, and engages its target audience to convey the value of and
ultimately sell its products and services. However, since the emergence of digital
media, in particular social media and technology innovations, it has increasingly
become more about companies building deeper, more meaningful and lasting
relationships with the people that they want to buy their products and services.
The ever-increasingly fragmented world of media complicates marketers’ ability
connect and, at the same, time presents incredible opportunity to forge new
territory.

E-MARKETING

E-Marketing (Electronic Marketing) are also known as Internet Marketing, Web

Marketing, Digital Marketing, or Online Marketing. E-marketing is the process of
marketing a product or service using the Internet. E-marketing not only includes
marketing on the Internet, but also includes marketing done via e-mail and wireless
media. It uses a range of technologies to help connect businesses to their customers.
E-BUSINESS AND E-MARKETING STRATEGIES

E-Business strategy is the deployment of enterprise resources to capitalize on

technologies for reaching specified objectives that ultimately improve performance and
create sustainable competitive advantage.
When traditional business or corporate strategies include information technology
elements, such as internet and databases, they become e-business strategies
E-Business Strategy = Corporate Strategy + information Technology

Similar to the above, when traditional marketing strategies incorporate digital

technologies to implement the strategies, they become e-marketing strategies:
E-Marketing Strategy = Marketing Strategy + lnformation Technology

Strategic E-Marketing is the design of marketing strategy that capitalizes

on the organization's electronic or information technology capabilities to
reach specified objectives

E-Business Marketing

Albert and Sanders (2003) conducted an analysis of e-business components and

Generally accepted marketing concepts, and came up with the following definition
of e-business marketing:
E-business marketing is a concept and process of adapting the relevant and current
technologies to the philosophy of marketing and its management. Focused attention on
the areas of e-commerce, business intelligence, customer relationship management,
supply chain management, and enterprise resource planning provide a framework for
effective adaptation. Although the electronic environment experiences rapid changes,
the reliance on proven marketing models, in these areas, ensures continuity of the
marketing process both online and off-line.

The above concept of e-business marketing leads to the realization that traditional
marketing tools and approaches have to be transformed into electronic media. The
following section discusses the technology-enabled transformation of the marketing
tools, from the traditional to the internet based.

Traditional vs. internet Marketing Mix

The concept of a marketing mix was introduced by Jerome McCarthy, in 1960.

The marketing mix consists of the four elements, simply called four P's McCarthy,
1960;
Waters hoot & Van den Bulte, 1992

Viral Marketing

Viral marketing describes any strategy that encourages individuals to pass on a

marketing message to others, creating the potential for exponential growth in the
message's exposure and influence. Like viruses, such strategies take advantage of rapid
multiplication to explode
the message to thousands, to millions

In comparison to the traditional marketing, viral marketing equals that of a "word of-
mouth". In the world of the Internet, "the word" is spread mostly via email, meaning
that the marketing messages can reach others in a much faster and more efficient way in
comparison to "old fashioned" face-to-face communication. Thus, messages can be
spread to many more recipients in a shorter time, with virtually no cost to the marketer.
Email Marketing
Email marketing was the first form of Internet marketing, and consists of emailing
marketing messages to potential customers. Modelled after direct mail, email marketing
is a form of "push" marketing whereby marketers can rent an email list and send a solo
offer (in text or html) to their target audience.

Email marketing has long been a pillar for any business attempting to generate sales via
the internet. It provides direct contact with clients and allows you to drive prospective
customers to your website. Professionally executed emails can target your audience and
create a traffic flow to the exact call to action areas you desire.
In a few simple steps, you can provide updates, exciting news, reminders, etc. to your
customers in a matter of minutes. At the same time, you can use these newsletters as
printable, direct mail pieces or even flyers. When using the right tools, sending out
customizable emails that look professional and represent your business the way you
want it can be so simple.

Email addresses are either grabbed from the Internet, purchased or rented from the
email address vendors, or, more ideally, obtained directly from the customers (as in
permission marketing). At the beginning of its use, email marketing had higher response
rates than direct mail or banner ads (Honda & Martin, 2002, p.59). In addition, emailing
was (and still is) one of the most economical ways to deliver marketing messages.
There are three major types of emailing practices: Opt-in email, Opt-out email, and
Spam.

Opt-Out Email
In case of opt-out email, the customer is automatically added to the mailing list. This
form of emailing is widely used, but it is not recommended. Similar to opt-in email
there are various definitions of opt-in email.
A policy under which the user's permission is implied unless the user explicitly
requests that higher information not be collected, used and/or shared when such use
or disclosure to third parties is unrelated to the purpose for which the information
was collected.
An approach to e-mail marketing in which customers are included in email campaigns
or newsletters until they specifically request not to be subscribed any longer. This
method is not recommended and may in some cases be illegal.
Search Engine Marketing (SEM)
SEM is regarded as a form of "pull" marketing whereby marketers sponsor a keyword
on a search engine that is representative of their product or service. Their text listing
then appears in a more favourable location when someone types in that particular
keyword.

By understanding how search engines rank websites, one can optimize a website to
maximize its chances of ranking well for relevant searches. However, search engine
algorithms continue to change, making it essential for online businesses to stay up-to-
date with best practices to claim high rankings for relevant keywords. That’s why so
many companies are turning to Search Engine Optimizers, or SEO consultants (like us)
to optimize their websites.

Social Media Marketing (SMM)

As an end user, many people already know a lot about social media, but their
knowledge about social media marketing is typically more limited.
Social media is a social platform to help get the word out for your business. It allows
followers to show their interest, share it with others and recommend your business
based on your business profile alone! It provides you with an open communication
platform to share insight into the heart of your business and what you are about. No
matter your target audience from residential to commercial, consumer to business they
can be found via social media. “71% of consumers are more likely to recommend a
brand to others if they have a positive experience with it on social media. By optimizing
your social profiles and by keeping them fresh with the right content, you create a
stronger presence on the web. You get more exposure. And you have multiple channels
to draw people towards your business.”

Social media marketing is a great way for businesses to fulfil their objectives in terms
of building brand equity, improving customer service, reaching new customers and
collecting customer feedback. If companies can create social media content that
provides value to others, they can connect with customers in a profitable way.
Affiliate Marketing

Commonly see among celebrities and official spokesman, affiliate marketing is “a

type of performance-based advertising where you receive a commission for
promoting someone else’s products or services on your website.” People want
brands they can trust, companies that know them, communications that are
personalized and relevant, and offers tailored to their needs and preferences. Digital
marketing is the method in which you can provide it.

IMPORTANCEOF THE TOPIC

Online Marketing Strategies Without being strategic, it becomes difficult for companies
to use digital media effectively. If you want to embark on a strategy, an important step
is to evaluate your business issues according to the ones that are most important.

New Technologies
Online forms of communication provide more speed, versatility and structure.
Advancements in technology have contributed to the rapid acceptance of digital
communication. Online marketing is executed in a variety of ways, including websites,
content, blogging, social media and mobile.

Although traditional media is still highly relevant, technology has made the web more
accessible. A company that sets up an online marketing strategy is able to keep up with
technological advancements and tech savvy competitors.

Cost Effective
Online marketing provides one of the most affordable ways for businesses to promote
their products and services. It usually costs much less to set up a website and strengthen
online presence with marketing strategies such as social media marketing in comparison
to traditional marketing. It provides a cost effective alternative to traditional marketing
solutions. Social networking campaigns, for example, have the potential to send out
marketing messages to several consumers at a much lower cost than an offline
marketing campaign.
Tracking and Monitoring
Handling your marketing efforts online makes it easier to track and monitor your
progress. Instead of carrying out costly market research, real time viewing of how your
customers respond and measuring campaign success can help you work out your next
strategy.

Including online marketing in your overall strategy gives you access to the high
percentage of people who go online on a daily basis. A business that does not adopt the
changing marketing environment will find it harder to thrive in the midst of online and
socially savvy competitors.

The internet has allowed businesses to have a wider reach on a global scale. The cost of
using conventional or offline media typically restricts this level of reach with
established businesses dominating traditional marketing.

Online marketing opens new doors of opportunities for smaller businesses that have
tighter budgets so that they can reach out to more customers around the world.

Online marketing enables marketers to access their customers in a variety of ways while
providing more products or services to them. As technology continues to advance, the
ability to reach customers is likely to grow.

More Interaction
Conventional marketing techniques are associated with a one way mode of spreading
the message about brands while online marketing encourages interaction. Increased
interactivity makes it possible for companies to get responses from consumers and be
more adaptive.
Database services are available to ease database management to get applications to
market faster. Certified and skilled DBAs design infrastructure according to your
requirements to ensure optimal performance of your applications. Specializing in
various types of databases provides expertise and timely solutions. With expert database
management, you will have more time for other functions that will improve your
business.
Faster Impact
Online marketing has the ability to make a direct and faster impact. It makes it possible
to move from viewing products to purchasing them quickly. With the click of a button
you can make bookings to try out products or order the latest device on the market.
Such acquisitions can be made regardless of the time or location and enables business to
function on a 24 hour basis. The internet speeds up the buying process and yields faster
returns for businesses.

Increase Awareness and Convenience

Starting an online marketing campaign helps you increase awareness for your brand.
While online, visiting sites and searching for products, customers get the chance to find
you and what you offer. More and more consumers prefer to make their purchases
online. This is attributed to factors such as hectic schedules and the convenience of
being able to get what you need online. A business owner needs to take advantage of
the increase in online purchases by making it possible for customers to instantly access
what they need.
NEED TO STUDY THE TOPIC
Markets are highly competitive and the best only survives with ingenious strategies, the
need arises with the advent of consumer tastes and preferences in this ever-changing
market. The change in consumer needs and demands are the key drivers for marketers
to build effective strategies in any given platform coherently, on digital platform. To
study and understand the trend and strategies and its effectiveness is very important and
hence the study will be conducted to identify the effectiveness of e marketing strategies
of Wild craft.
 CHAPTER-2

REVIEW OF LITERATURE AND RESEARCH DESIGN

The effect of digital marketing communication on product categories like books, music,
fashion accessories, clothing, banking and online gaming etc. has been well researched
by the researchers; but automobile industry despite being one of the largest digital
spenders has faced dearth of academic studies especially in India. The present study
aims to understand the effect of digital marketing communication on consumer buying
decision process in Indian passenger car market. Mixed methodology was adopted for
the study. Primary data was collected from 784 respondents from ‘Delhi’ using area
wise proportionate sampling. One sample Wilocoxon Signed Rank, one sample
binomial test and chi-sqaure tests were applied as tests of significance. The study
concluded that 75% of the respondents used at least one digital channel of
communication while buying a car. ‘Website’ was the most used digital channel of
communication while buying a car followed by ‘social networking sites’ and
‘smartphones’. Each and every stage of car buying decision making process right from
‘need recognition’ to ‘post purchase’ was ‘significantly’ affected from digital marketing
communication with ‘evaluation’ being the most affected stage. The results of the study
confirmed that digital marketing communication is capable of even triggering need
recognition in high involvement product category like car. The results also established
that consumers feel positive towards digital communication, get affected from other
customers' reviews and express their post-purchase feeling feelings over digital
platforms. However, the study also confirmed that although customers appreciate the
usage of digital channels throughout the decision making journey, still they don't book a
car online. (Rekha & Gayatri, 2017)
An online marketer now needs to find where people are congregating online and needs
to engage them in a meaningful way. Be it in matching with what they are looking for,
watching how they interact and understand what they like or listening to their natural
opinions on company or market and reacting to that. E-marketing modules allow
organizations to deliver highly personalized Web offers and dynamic .Web surveys that
are fully synchronized with marketing efforts in traditional channels. Efficiently set up
and manage campaigns and support tasks Budget, organize, and schedule detailed
marketing campaigns down to the task level .It eliminates costly duplication with
advanced phonetic matching Capture and analyze return on investment of marketing
activities Automatically transfer qualified leads to your sales organization OLAP
capability.
Direct email marketing involves sending an email solely to communicate promotional
messages. In 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.
This emails are usually based on a customer’s action with a company. To be qualified as
transactional or relationship messages, these communication are a primary purpose
must be “to facilitate, complete, or confirm a commercial transaction that the recipient
has previously agreed to enter into with the sender”, along with a few other narrow
definitions of transactional messaging. The main purpose of a transactional email is to
convey the information regarding the action. But, due to its high open rates
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. (K, 2016)

It is well-known that traditional (offline) marketing strategies are already widely used
by the companies around the world and there are almost no new options for fostering
competition. And here comes online marketing with almost unlimited possibilities and
options. This paper focuses on the growing importance of online marketing, including
research of the state of the art through analysis of the data provided by numerous
surveys. On the other hand online marketing implies packages of measures, which
should lead internet users to certain webpages to buy or order certain products or
services. So web presence is the main object of online marketing. In addition also
arrangements outside the internet are included in online marketing. (Schwarzl, 2015)
The amount of research related to Internet marketing has grown rapidly since the
dawn of the Internet Age. A review of the literature base will help identify the topics
that have been explored as well as identify topics for further research. This research
project collects, synthesizes, and analyses both the research strategies (i.e.,
methodologies) and content (e.g., topics, focus, categories) of the current literature,
and then discusses an agenda for future research efforts. We analyzed 411 articles
published over the past eighteen years (1994-present) in thirty top Information
Systems (IS) journals and 22 articles in the top 5 Marketing journals. The results
indicate an increasing level of activity during the 18-year period, a biased distribution
of Internet marketing articles focused on exploratory methodologies, and several
research strategies that were either underrepresented or absent from the pool of
Internet marketing research. We also identified several subject areas that need further
exploration. The compilation of the methodologies used and Internet marketing topics
being studied can serve to motivate researchers to strengthen current research and
explore new areas of this research.

In the early years of the Internet Age, the potential of using the Internet as a
distribution channel excited business managers who believed this tool would boost
sales and increase organizational performance (Hansen 1995; Westland and Au 1997).
These believers suspected an online presence could offer advantages to their
customers, while providing a shopping experience similar to the traditional bricks-
and-mortar store (Jarvenpaa and Todd 1996). The advantages included providing
around the clock access for customers, reducing geographic boundaries to provide
access to new markets, and enabling immediate communication with customers.

The prediction of an explosion of online shopping became a marriage between

information technology experts and marketing professionals. Most would believe the
information technology researchers were studying the Internet technology and its
advantages, while the marketers were focused on the consumer’s use of the
technology. As technology advanced, more marketing activities emerged to market
goods and services via the Internet. Today, Internet marketing is defined as “the use of
the Internet as a virtual storefront where products are sold directly to the customer”
(Kiang et al. 2000, p. 383), or another view includes “the strategic process of creating,
distributing, promoting, and pricing products for targeted customers in the virtual
environment of the Internet” (Pride et al. 2007). This research attempts to categorize
the various Internet marketing activities in a broad context including strategies such as
customer relationship management (Hwang 2009), electronic marketplaces (Novak
and Schwabe 2009), online auctions (Loebbecke et al. 2010), and electronic branding
(Otim and Grover 2010) in tandem with unique IS issues including web site
evaluation (Chiou et al. 2010), piracy (Smith and Telang 2009), security (Ransbotham
and Mitra 2009), and technology architecture (Du et al. 2008).

With concepts as varied as this in one research domain, a periodic review is necessary
to discover and explore new technologies such as mobile banking (Sripalawat et
al. 2011), virtual worlds (Sutanto et al. 2011), and social media (de Valck et al. 2009)
as they emerge on the Internet marketing landscape. The following sections of the
paper will examine the current literature to determine what is known about the
concept of Internet marketing. First, a description of the methodology for the analysis
of the Internet marketing research is presented. This is followed by the results
including an analysis of a smaller sample of the Internet marketing research in the top
Marketing journals. Finally, the research is summarized with a discussion of the
limitations of this project and suggestions for future research. (Ken , 2013)

The purpose of this conceptual paper is to discuss four main different tools which are:
mobile marketing, E-mail marketing, web marketing and marketing through social
networking sites, which use to distribute e-marketing promotion and understanding their
different influence on consumers` perception. This study also highlighted the E-
marketing, marketing through internet, mobile marketing, web marketing and role of
social networks and their component in term of perceptual differences and features
which are important to them according to the literatures. The review of the research
contains some aspect of mobile marketing, terms like adaption, role of trust, and
customers’ satisfaction. Moreover some attributes of marketing through E-mail like
Permission issue in Email in aim of using for marketing activity and key success factor
base on previous literatures. (Dehkordi, 2012)

The Internet has led to an increasingly connected environment, and the growth of
Internet usage has resulted in declining distribution of traditional media: television,
radio, newspapers and magazines. Marketing in this connected environment and the use
of that connectivity to market is e-marketing. E-Marketing embraces a wide range of
strategies, but what underpins successful e-marketing is a user-centric and cohesive
approach to these strategies. While the Internet and the World Wide Web have enabled
what we call New Media, the theories that led to the development of the Internet have
been developed since the 1950s. This paper focuses on only e-marketing strategies, not
the plan of e-marketing. (jamal, 2011)

Objectives this paper aims to build a structured literature review to the field of E-
Marketing. This literature review will provide an archive of past research points and
methodologies related to the studies of E-Marketing to explore, analyse and develop a
clear understanding about the different research topics and methodologies implemented
in E-Marketing published articles between 2003 and 2010.and Value This paper will
add to the body of knowledge by investigating and illustrating a survey and systematic
review of the published work in the field of E-Marketing. Depending on this review,
researchers and scholars in the field of E-Marketing can have a clearer view to set their
attitude towards suitable future research studies and methodologies which in turn will
contribute to the related accumulated knowledge in the field. (El-gohary, 2010)

Internet marketing is becoming a hot topic in every business sector, and gradually plays
a truly important role in any company’s multi-channel marketing strategy. However,
how to apply Internet marketing especially how to utilize it to attract more visitors to a
certain website is still a big question for a number of advertisers. The thesis mainly
covers the acquisition process of Internet marketing after touching upon the basic
knowledge of Internet marketing, how the Internet adapts to the marketing mix, as well
as companies’ and consumers’ perspectives in pursuing Internet marketing. The two
main purposes of this study are to bring a general picture of Internet marketing to its
readers and dig into how to drive traffic or attract customers to the Flashgame4fun.com
website. The information in the theory part is acquired through many textbooks, articles
and websites by using qualitative research method, meanwhile quantitative method is
used to collect all important data supporting the case study analysis. The effectiveness
of the acquisition process is tested. There is an incredible boost of visits to the website
after applying Search engine optimization and link building activities. However, all
activities of acquisition process should be combined and implemented continuously to
maximize quality visitors.
How important is Internet marketing to the success of an organization? There are no
exact answers for this question. It depends on the nature of one company business line.
There are many companies currently using the Internet as their main business
transaction such as DELL, AirAsia, etc… However, companies such as UPM, the
world’s leading forest products producer only uses the Internet as a media to introduce
the company and its products to customers via its website. Besides that, during the
whole purchasing decision making process, customers not only use the Internet in
isolation to search for products but other media such as print, TV, direct mail and
outdoor as well. These media still play an extremely important role for the marketers to
communicate with customers, for example, direct or face – to – face marketing more or
less helps marketers build up the trust in customers and encourage them to purchase the
products. Therefore, it is better to use the Internet as part of a multi-channel marketing
strategy which “defines 2 how different marketing channels should integrate and
support each other in terms of their proposition development and communications based
on their relative merits for the customer and the company. (NGUYEN & HOANG , 2008)

The use of the Internet has increased in recent years remarkably. Companies employ the
World Wide Web (WWW) to gather, disseminate and interchange information with
actual and potential customers, and then Internet Technology seems to be served and
applied as a strategic tool and affects strategies and practices of a firm such as Porter's
competitive strategies. Many research findings confirm and support being of positive
effects of Internet on an enterprise's competitive advantage. In this paper, we will
illustrate that enterprises can acquire relational and informational competency through
Internet technology, and based on these competencies they can succeed in competitive
cyber markets. According to the Internet competencies, Internet marketing strategies can
be divided into five categories: Transactional, Profile, Customer-oriented, Relationship,
and Knowledge strategies. Choosing and implementing any category of strategies
depends on the degree of internet competencies (informational and relational) that a firm
has. When both are high, proper internet marketing strategy seems to be knowledge
strategies; and when both are low, transactional internet marketing strategies would be
the suitable category.

The Internet and Information Revolution has created fundamental shifts in business and
consumer behavior similar to the changes made by Industrial Revolution. The
emergence of the Internet seems to be analogous to the advent of the printing press or
the railroads, which changed monetary, communication and exchange platforms.
Similar evolutions took place with the introduction of automobiles and telephones that
reduced the need for channel immediacy. The use of Internet has become increasingly
popular in recent years, where the cost of accessing and building on Internet and web
site is relatively low [Ranchhod et.al, 2000]. Companies employ the World Wide Web
to gather and disseminate information to and from actual and potential customers and
increasingly for end-consumer business transactions through electronic commerce
[Romano, 2002] (Hashem , 2007)

J Suresh Reddy26 - has published article in Indian Journal of Marketing. Title of article
is “Impact of E-commerce on marketing”. Marketing is one of the business function
most dramatically affected by emerging information technologies. Internet is providing
companies new channels of communication and interaction. It can create closer yet
more cost effective relationships with customers in sales, marketing and customer
support. Companies can use web to provide on going information, service and support.
It also creates positive interaction with customers that can serve as the foundation for
long term 26 J Suresh Reddy , “Impact of E-commerce on marketing”, Indian Journal of
Marketing., May 2003, vol xxxiii, No.5. 49 relationships and encourage repeat
purchases. Even cyber shopping allows customers to sit in the comfort of their homes
and purchases their goods. One can shop any kind of product or service in the mind of
the night and from any part of the world.

This project develops the strategies based on market and competitive analysis. Using
these strategies, the author suggests e-marketing tactics to generate cost effective traffic
to the eLegalDoc website. In accomplishing this, the first step involves an academic
research review of various e-marketing strategies and tactics, including the value bubble
model for analyzing e-business websites. The e-marketing strategies include tactics for
the following components: website strategies, website design essentials, affiliate
programs, banner advertising, email marketing, search engine marketing, search engine
optimization, and online trust building. (Svedic , 2004)
The Internet impacts the topic of every other chapter in this book, especially marketing
strategy, channel management, pricing, marketing communications, customer service,
decisions for support systems, database marketing, global marketing and business-to-
business marketing. In this chapter we focus on the main ways in which the Internet is
impacting marketing as discussed in the main marketing textbooks and journals. We
therefore define marketing as the process of exchange and concentrate on published
research which looks at how the Internet is being used as a channel by firms and
consumers to support the exchange process. We focus mainly on managerial issues,
rather than on theory, methodology, technology, or broader societal issues. We briefly
address business-to-business e-commerce and organizing to compete online, but do not
cover the extensive literature on supply chain management, information management,
organizational behavior, or the broader impact of the Internet on productivity,
profitability, employment, and international trade. The chapter is organized as follows.
The rest of Section 1 briefly reviews some early thinking on how the Internet may affect
industry structure and business models, and some of the 3 frameworks that have been
proposed for researching digital markets. Sections 2 and 3 then discuss online customer
acquisition and retention, respectively. In Section 4, we turn to ecommerce and
electronic markets. Section 5 then explores the wider issues of information economics,
pricing and industry structure, including the evidence to-date on whether the Internet is,
as is often claimed, leading to ‘frictionless’ markets characterized by fierce price
competition. Section 6 reviews the business models and strategies firms are developing
in response to the new threats and opportunities created by the Web. Finally, Section 7
briefly discusses future prospects and research directions. (Patrick & Anita , 2000)

STATEMENT OF THE PROBLEM

Understanding customer acceptance and evaluating the success of marketing strategies

is a difficult and complex area of study. The huge and humongous investments in
communicating with the customer are risky and require more investigation. However, it
is very important to identify and evaluate the effectiveness of e marketing strategies by
analyze the various modes of digital communication with customers hence, the study
will be carried to identify to evaluate the effectiveness of e marketing strategies
practised by Wildcraft.
SCOPE OF THE STUDY

The scope of the study is vast and has more possibility of multi-disciplinary application.
The study helps us to know the various types e- marketing strategies and also helps to
know the reasons why a company should adopt e- marketing strategies and the company
can use the study for further uses and implementation of strategies.

OBJECTIVES OF THE STUDY

 To Identify various e marketing strategies implemented by Wild craft

 To analyse effectiveness e- marketing strategies of Wild craft.
 To compare and evaluate e marketing strategies with the best alternate
strategies.

SAMPLING
Sampling Type
 Simple random sampling
Sampling Frame

 Sampling will be collected from the customers and employees

from the wild craft
Sampling Unit

 Customer and Employees

Sample Size

 The sampling size will be 100

TOOLS FOR THE DATA COLLECTIONS

 Surveys
 Observations
 Questionnaires
DATA ANALYSIS
 The data will be analysed in the form of tables
 SPSS will be used to code the data
 Graphs, charts and tables are used

LIMITATIONS OF STUDY

 The study is limited only to wild craft.

 This study is limited to only Bangalore.
 There is a fear of data miss use among customers.
 The time allotted for the study is only 6 weeks.

CHAPTER 3

PROFILE OF THE SELECTED ORGANIZATION AND

RESPONDENTS

Wild craft is an Indian outdoor and adventure product company headquartered

in Bengaluru. The company's products are sold in over 175 exclusive stores and 4,000
multi-branded stores in India & abroad.[1] The co-founders of the company are Dinesh
Kaigonahalli, Siddharth Sood & Gaurav Dublish.

PRODUCTS
Wild craft s first product in the '90s was a dome tent. The company shifted into
manufacturing packs & associate outdoor gear, and expanded into multi-terrain
footwear and outdoor clothing.^ In 2014 it rolled out the expanded head-to-tic range
other, clothing and footwear, hiring an additional 1,000 employees across its two
factories located in Sloan& Bangalore.
Wild craft, which makes backpacks; rucksacks, camping and hiking equipment, among
others, entered the performance footwear and clothing two-and-a-half years back & the
new segments today contribute significantly to its revenues.
The company's products are sold in 170+ exclusive stores and 4,000 multi-branded
stores in India,^ with plans to open an additional 20-30 stores each year.
In December 2014 the company announced they would explore the middle and south
East Asian markets.
Wild craft today also has its products available in Nepal, Sri Lanka, Pakistan &
Bangladesh. In Kathmandu, Wild craft runs a store and is planning to open another one
there shortly. In February 2017, it did a tie-up to place Wild craft in Europe. "From the
revenue side. 5-6% of our business comes from exports at present," said co-founder
Gaurav Dullish. Wild craft is also planning to strengthen its presence in 5 lac+
population townships over the next 18-24 months.
Finances Earlier on, Wild craft was run as a hobby, with limited commercial focus.
Under the current management, that has led the firm since 2008, it pursued a strateg) ot
expansion & has achieved over l00x revenue jump in less than a decade. According to
co-founder & director Gaurav Dublish, the company grew at a compound annual
growth rate of 75% from 2007 to 2012 & continues to grow at 50% CAGR over the last
5 years. Yuvastyle has housed exclusive collection of Wild craft bags and backpacks for
men and women, is also offering Wild craft T-shirts and jackets, shoes being an
important category it has also added Wild craft Casual shoes and slippers to its range. If
you have a thing for adventure and want to explore the latest trend, Yuvastyle is the
perfect online destination which offers the best outdoor gear collection from Wild craft
combined with enticing offers which will compel you to buy. Online shopping offers
you immense comfort as well as freedom to access top brands at the most affordable
price.

RETAIL

The company's products are sold in 170+ exclusive stores and 4,000 multi-branded
stores in India, with plans to open an additional 20-30 stores each year. In December
2014 the company announced they would explore the middle and south east Asian
markets.
Wild craft today also has its products available in Nepal, Sri Lanka, Pakistan &
Bangladesh. In Kathmandu, Wild craft runs a store and is planning to open another one
there shortly. In February 2017, it did a tie-up to place Wild craft in Europe. "From the
revenue side, 5-6% of our business comes from exports at present," said co-founder
Gaurav Dublish. Wild craft is also planning to strengthen its presence in 5 lac+
population townships over the next 18–24 months.

FINANCES
Earlier on, Wild craft was run as a hobby, with limited commercial focus. Under the
current management, that has led the firm since 2008, it pursued a strategy of expansion
& has achieved over 100x revenue jump in less than a decade. According to co-founder
& director Gaurav Dublish, the company grew at a compound annual growth rate of
75% from 2007 to 2012 & continues to grow at 50% CAGR over the last 5 years. In
September 2013, Sequoia Capital, a California-based private equity firm, invested Rs 70
crore in the company, giving it an enterprise valuation of about US$50 million. Wild
craft clocked a retail sales of Rs 400 crore in FY 2017, and is looking at a total
deployment of Rs 350 crore, to achieve a revenue run-rate of Rs 1,000 crore by 2020
said co-founder Gaurav Dublish.

As far as We call "Garage Years" started our phase Exploratory. It was a dream far as what
the few people who They were in the air free or get his equipment stores overseas or buy
second hand. most of the equipment available then it was bulky, heavy, out-dated and
definitely very expensive; and was this idea of allowing people to air free which it was
established Wild craft.
Understanding the needs of different outdoor activities Free and adventure, we we gave
account soon the need for products robust, durable, reliable and functional what may put up
with the plus harsh land difficult. From the beginning we focus on creating equipment what
represent the air free. Eventually, vision started to expand along with our product base and
our 2007-2008 core team was established.

REASON FOCUS ON HR
With the growth of the base and established and well future vision, management He
began to feel a growing Pressure for get better and more solid It is the process. In light
of this new approach, the company is facing difficulties for achieve the goal common
vision and leads to participation Inadequate employee, satisfaction, coordination and
 many others aspects of operations who are dependents. I was clearly verbalized by high
direction and especially in the growth rate of the company, that the appearance business
man is each time plus a roadblock and needs Attention immediately. Some Key
symptoms They led to the attention of management They were:

 High Employee turnover ratio

 Communication Gaps between departments (despite being a small entity)
 Performance lacunae arising on regular basis
 Company’s reputation coming under scanner for inadequate servicing
capability

It is considered what responsibility of management is and director of the organization for

keep employees motivated. But this is plus easy to say it what I do. With the changing
scenario, increasing competitiveness and high Pressure for and achieve growth objectives
strategic, management and administrators within the organization are more or less delayed
behind in facilitating their employees to the mentality healthy and in creating a better
environment in the workplace.

Organization Design
This includes design and implementation support for:

a. Organization Chart
b. Job Roles
c. Degree Structure
d. Clarity of role and type of employment
e. Resource Estimate –Gap analysis

SWOT ANALYSIS

Strengths

1. Design and Distribution

2. Wild craft Gear is available in over 150 Exclusive Stores, over 2500 multi-branded
stores across over 400+ key Indian cities.

3. Niche market in India of outdoor gear

4. Has the advantage of being a strong first mover in the category

5. Has good International brand presence

Weaknesses

1.The company is relatively new compared to industry leaders

2. Limited market share growth and high brand switching due to many options

Opportunities

1. To capitalize on the fact that it is a first mover and hence become known completely
for any outdoor requirement
2.To create a market for itself by creating awareness
3. Tap international markets with more advertising

Threats

1. International brand slowly entering into the market with their expertise and strong
brand name
2. Duplicate and fake imitations affect brand
CHAPTER-V

DATA ANALYSIS AND INTERPRETATION

Data analysis is a procedure of reviewing, purifying, changing, and displaying

information with the objective of finding valuable data, educating conclusions, and
supporting basic leadership. Information investigation has various aspects and
methodologies, including assorted procedures under an assortment of names, while
being utilized as a part of various business, science, and sociology spaces.

Information mining is a specific information investigation system that spotlights on

displaying and learning disclosure for prescient instead of absolutely spellbinding
purposes, while business knowledge covers information examination that depends
intensely on conglomeration, concentrating principally on business information.[1]
In measurable applications, information examination can be partitioned into
unmistakable measurements, exploratory information investigation (EDA), and
corroborative information investigation (CDA). EDA centers around finding new
highlights in the information while CDA centers around affirming or misrepresenting
existing speculations. Prescient investigation centers around utilization of
measurable models for prescient guaging or grouping, while content examination
applies factual, phonetic, and auxiliary methods to extricate and characterize data
from printed sources, a types of unstructured information. The greater part of the
above are assortments of information examination.

Investigation alludes to breaking an entire into its different segments for singular
examination. Information investigation is a procedure for getting crude information
and changing over it into data valuable for basic leadership by clients. Information is
gathered and examined to answer questions, test speculations or discredit
hypotheses.
Strategies for examining information, methods for deciphering the aftereffects of
such methodology, methods for arranging the get-together of information to make its
investigation simpler, more exact or more precise, and all the apparatus and
consequences of (scientific) insights which apply to breaking down information

DATA ANALYSIS AND INTERPRETATIONS

Analysing the awareness about wildcraft products through

Images in Webpages

Frequency Percent Valid Percent Cumulative

Percent

YES 85 85.0 85.0 85.0

NO 15 15.0 15.0 100.0

Total 100 100.0 100.0

 ANALYSIS

The above analysis is conducted with the respondents of 100 and the question is
about the knowledge level of wild craft products through a web images.

INTERPRETATION

From the above graph we can say that there are above 80% numbers are having
knowledge about wild craft via web images and below 20% respondents have No
knowledge about wild craft via web images.
 Awareness about the wildcraft products via mails

WILDCRAFTPRODCUTSTHRUMAILS

Frequency Percent Valid Percent Cumulative

Percent

YES 16 16.0 16.0 16.0

NO 84 84.0 84.0 100.0

Total 100 100.0 100.0

ANALYSIS

The above table shows the awareness level about the wild craft products and
services throughout the E-mails , which has been collected directly from the
customers.
INTERPRETATION

From the above graph exhibits that there are more number of persons don’t know
about the email marketing of a Wild craft and only 20% of the members known the
emails marketing of Wild craft
Analysing the visibility of wildcract products via newsletters

WILDCRAFTSPRODUCTSTHRUNEWSLETTER

Frequency Percent Valid Percent Cumulative

Percent

YES 73 73.0 73.0 73.0

NO 27 27.0 27.0 100.0

Total 100 100.0 100.0

ANALYSIS

The above table shows that finding the knowledge of a customers about the products
of wild craft through Newsletter , from 100- respondents
INTERPRETATION

From the above graph shows that the percentage of known customers though
newsletters is more than the customers who don’t know about the promotion via
Newsletter is 70% and 30%
Determining the consciousness about the wild craft products in
webinar

Wildcraftprodcutsthruwebinar

Frequency Percent Valid Percent Cumulative

Percent

Yes 8 8.0 8.0 8.0

No 92 92.0 92.0 100.0

Total 100 100.0 100.0

ANALYSIS

From the above table we had enquired about the consciousness of the customers
about the wild craft products through webinars that is web seminars.
INTERPRETATION

The above chart insists that there are 95% of the customers are unaware about the
webinars method of marketing the wild crafts and they had not come across with
that.
Analysing the recognition of wild craft products via SMS or
messages

Wildcraftprodcutsthrusms

Frequency Percent Valid Percent Cumulative

Percent

yes 26 26.0 26.0 26.0

no 74 74.0 74.0 100.0
Total 100 100.0 100.0

ANALYSIS

From the above table we can say that there are No much awareness about the
sms marketing of by the 74% and there are only 24% are known about wild
craft through sms /messages
INTRERPRETATION

From the above diagram we can say that the customers who are and can
recognized and will recognize the brand by only 26% and the customers who are
not aware about the sms/ message marketing is 74%
Determining the cognizance of wild craft products through
blogs

Wcproductsthrublogs

Frequency Percent Valid Cumulative

Percent Percent

yes 19 19.0 19.0 19.0

Valid No 81 81.0 81.0 100.0

Total 100 100.0 100.0

ANALYSIS

The table shows the analysis of information and knowledge obtained by

customers about the products of wild craft through E blogs is only 19% and the
persons who don’t have knowledge about the Blogs are 81%
INTERPRETATION

The above chart shows the analysis of information and knowledge obtained by
customers about the products of wild craft through E blogs is only 19% and the
persons who don’t have knowledge about the Blogs are 81%
Determining the cognizance of wild craft products through web
pages

Frequency Percent Valid Percent Cumulative Percent

yes 86 86.0 86.0 86.0

No 14 14.0 14.0 100.0

Total 100 100.0 100.0

ANALYSIS

From the table the responses from the customers is 100% in that regarding the
knowledge about web pages marketing by wild craft products through web pages
the result is that a 86% percentage of the respondent know about the wild craft via
web pages and 14% are unaware about that.
INTERPRETATION

From the above graph the responses from the customers is 100% in that
regarding the knowledge about web pages marketing by wild craft products
through web pages, the result is that a 86% percentage of the respondent know
about the wild craft via web pages and 14% are unaware about that
 Understanding the appreshnsion of wildcraft products via
banners

Frequency Percent Valid Percent Cumulative

Percent

yes 12 12.0 12.0 12.0

no 88 88.0 88.0 100.0

Total 100 100.0 100.0

ANALYSIS

From the above table, it shows that there is a low percentage of known
customers in the responses that only 12% are aware about the products and
services offered by wild craft and remaining 88% of customers are unaware
about the products and services offered by wild craft
INTERPRETATION

From the chart shows that there is a low percentage of known customers in the
responses that only 12% are aware about the products and services offered by wild
craft and remaining 88% of customers are unaware about the products and services
offered by wild craft
 Finding the knowledge of wild craft products through videos

Frequency Percent Valid Percent Cumulative

Percent

Yes 50 50.0 50.0 50.0

No 50 50.0 50.0 100.0

Total 100 100.0 100.0

ANALYSIS

From the above table shows that finding out the knowledge of wild craft products
of the customers via video promotion’s , in response to that the number of
customers are aware about the video ads are 50% and the persons who were
unaware about the videos are known 50%
INTERPRETATION

From the above bar diagram shows that finding out the knowledge of wild craft
products of the customers via video promotion’s, in response to that the number
of customers are aware about the video ads are 50% and the persons who were
unaware about the videos are known 50%
Analysing the insights about wild craft products through ADS

Frequency Percent Valid Percent Cumulative

Percent

Yes 69 69.0 69.0 69.0

No 31 31.0 31.0 100.0

Total 100 100.0 100.0

Analysis

Form the above table shows that there are persons who are conscious about the
ads are 69% and the persons unconscious about the ads are known as 31% about
the ads regarding the products and services offered by wild craft.
INTERPRETATION

Form the above pie chart shows that there are persons who are conscious about
the ads are 69% and the persons unconscious about the ads are known as 31%
about the ads regarding the products and services offered by wild craft.
Finding out the Grasp of wild craft products through social
media

Frequency Percent Valid Percent Cumulative

Percent

Yes 84 84.0 84.0 84.0

No 16 16.0 16.0 100.0

Total 100 100.0 100.0

Analysis

From the above table determining the grasp about the wild crafts products
through social media in the minds of the customers, in response the customers
responded that

The visibility of wild craft products in social media has been increased as a
result in the customer’s mind that there are 84% of known and 16 % are
unknown about the products of wild craft via social media
INTERPRETATION

From the above graph determining the grasp about the wild crafts products through
social media in the minds of the customers, in response the customers responded
that.

The visibility of wild craft products in social media has been increased as a result
in the customer’s mind that there are 84% of known and 16 % are unknown about
the products of wild craft via social media.
 Finding out the Grasp of wild craft products through social
search engines

Frequency Percent Valid Percent Cumulative

Percent

Yes 8 8.0 8.0 8.0

Valid No 92 92.0 92.0 100.0

Total 100 100.0 100.0

ANALYSIS

From the above table it is said that only 8% of customers are well equipped with the
knowledge of products offered by wild craft , and thus the 92% of the customers are
unaware about the social search engines in marketing products of wild craft.
 INTERPRETATION

From the above Graph it is said that only 8% of customers are well equipped with
the knowledge of products offered by wild craft, and thus the 92% of the customers
are unaware about the social search engines in marketing products of wild craft
 Analysing the most preferred channel of the customers in online

Frequency Percent Valid Percent Cumulative

Percent

social media 21 21.0 21.0 21.0

Seo 18 18.0 18.0 39.0

affiliated
35 35.0 35.0 74.0
marketing
content marketing 26 26.0 26.0 100.0

Total 100 100.0 100.0

ANALYSIS

From the above table it is analysing the most preferred channel of customers online, for this
question most of the customers are choose affiliated marketing as 35% and content
marketing ad 26% and social media marketing as 21 % and seo at 18%
 INTERPRETATION

From the above graph it is analysing the most preferred channel of customers online, for
this question most of the customers are choose affiliated marketing as 35% and content
marketing ad 26% and social media marketing as 21 % and seo at 18%
Comparing the effectiveness level of video ads over web pages

Frequency Percent Valid Percent Cumulative

Percent

strongly agree 45 45.0 45.0 45.0

Agree 30 30.0 30.0 75.0

Neutral 13 13.0 13.0 88.0

Disagree 12 12.0 12.0 100.0

Total 100 100.0 100.0

ANALYSIS

From the above table is the analyse of finding the effectiveness between
comparing the video ads vs web pages to this question 45% said strongly agree
that video ad is best than web pages and 30 % agree video is best than web pages
and 13 said both and 12 said disagree
INTERPRETATION

From the above pie chart, the analyse of finding the effectiveness between
comparing the video ads vs web pages to this question 45% said strongly agree
that video ad is best than web pages and 30 % agree video is best than web pages
and 13 said both and 12 said disagree
 CHAPTER-V

FINDINGS, RECOMMENDATION AND CONCLUSION

FINDINGS

1. The existing Marketing Distributors of Wild Craft Products is from organization to

wholesalers, then wholesalers to retailers and finally to customers. They also have direct
selling through company outlets.
2. From the survey conducted among dealers, it was found that, majority of the dealers
have 4-6 years of experience with the Wild Craft Products.
3. Majority of the respondents have the opinion that Wild craft is the most popular brand
name in the school bag business. Other important brands are Diesel, Reebok etc.
4. It is found that the factors that influence the dealers to stock Wild Craft Products are
quality of product and brand image.
5. 86 % of dealers are satisfied with the order executed on time from the company.
6. It is found that 56% dealers explain that the frequency of visit of executives is monthly.
7. Majority of the dealers about 48% purchase products monthly.
8. Most of the dealers are satisfied with the incentives provided by limited. The
main incentives are cash discount, quantity discount, credit facility, advertisement
support etc.
9. Majority of the respondents about 62% have no complaints about the product
Wild craft.
10. From the survey it is found that 63% of dealers are satisfied with the current
Marketing of Wild Craft Products. And also we found that some dealers are not
satisfied because of the direct selling through company outlets with 10%
discount
RECOMMENDATIONS
1. If feasible more profit margins through liberal schemes and incentives could be adopted
to make the dealers push the items more.
2. If the organization starts a new direct outlet it should make sure that the companies outlet
should not affect the sale of dealers of that location.
3. Much stronger relation could be built with dealers by taking them into confidence through
consistent promotion of the product.
4. The company should frequently advertise the different types of bags launched in every
season and should also the exclusive dealers in each location.
5. Sales promotion scheme should be improved by introducing gifts like crayons, water
bottles, name slips etc. with bags.
6. The company must make sure that bags are delivered when there is an order placed by
dealer.
7. In order to cater seasonal demand, the product should be launched two months prior to
school and college re-openings.
8. Limited should introduce more Wild Craft Products of different color, size, styles etc and
they should try to come up with much more variety of bags especially for the college
students.
9. They should try to make some efficiency in the price fixation of the products.
Currently Wild craft have markets in Bangalore, so they should expand the markets to
other states also
 CONCLUSION

A detailed study of Wild Craft Products has been conducted through a survey
among the dealers randomly in Bangalore District. It was an attempt to study the
various opinion of dealers of bags in general and Wild Craft Products in particular.
The study helps to make some recommendations to improve the sale of Wild
Craft Products and to improve the relationship between the dealers and the
company.

In respect of the study, I conclude that there is a considerable amount of market

share for Wild Craft Products, dealers are impressed with the Marketing
Distributors of bags and they have good opinion about the quality of the bags. I
hope that this study will help the company to know their dealers preference of
Wild Craft Products and there by helps to adopt suitable strategies to satisfy both
the dealers and customers.
REFERENCE

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E-MARKETING STRATEGIES QUESTIONNAIRE

1) Did you come to know about wildcraft product through images in websites?

YES [ ] NO [ ]

2) Did you come across wildcraft products through direct mails?

YES [ ] NO [ ]

3) Did you aware about wildcraft products through newsletter?

YES [ ] NO [ ]

4) Are you aware of wild craft products through webinar?

YES [ ] NO [ ]

5) Do you have understanding about wildcraft products through SMS/ text

message?

YES [ ] NO [ ]

6) Do you think you have idea about wild craft products through blogs?

YES [ ] NO [ ]
7) Do you have fair understanding about wildcraft products through web
pages?

YES [ ] NO [ ]

8 ) Did you come to know about wildcract products through banners?

YES [ ] NO [ ]

9) Have you ever seen wildcraft products through videos?

YES [ ] NO [ ]

10) Did you come across wildcraft products through ads?

YES [ ] NO [ ]

11) Have you ever noticed wildcraft products through social media?

YES [ ] NO [ ]

12) Did you come to know about wildcract products through social
search engine?

YES [ ] NO [ ]

13) Which Is the Most Preferred Channel You Are in Online Platform?

a) Social media

b) SEO

c) Affiliated marketing

d) Content marketing

14) Do you agree that video’s ads are better than web page?

a) Strongly agree

b) Agree

c) Neutral
d) Disagree

e) Strongly disagree