INDEX

SR.NO. TITLE PAGE NO.

1 EXECUTIVE SUMMARY 02

2 CONCEPT OF TOPIC 03

3 COMPANY PROFILE 04-08

4  INTRODUCTION OF TOPIC 09-33

 OBJECTIVE
 CHARACTERISTICS
 PROS & CONS
 TYPES AND FORMS,
5 ROLE IN BUSINESS 34

6 CURRENT SCENARIO 35

7 FUTURE PROSPECTS 37

8 LAMINATION 39

9 SUGGESTION 40

10 RECOMMENDATION 41

11 CONCLUSION 42

12 BIBLIOGRAPHY 43

1
 EXECUTIVE SUMMARY
A unique platform that connects people worldwide and at the same time brings
truck loads of information on almost anything you can imagine. Internet is the new age
tool for marketers to optimize their businesses. There has been a huge growth in the
internet usage in the last decade. For instance, India jumped from 5 million users to 81
million users in the last 9 years. There are various things that people can do on the
internet. People can interact with each other, see videos, share stuff, news, research,
play games, shop and a lot other activities. Internet is a new world altogether.

People make sites to find their lost love and end up connecting millions (heard
of Orkut?), brand owners can listen to thousands of customers from around the globe
without moving from their chair (seen Twitter?), NGO's run campaigns to motivate
people to vote (Jagore.com)... these are just a few examples of internet's growing
reality in today’s world.

The cost effective reach and huge growth combined makes Internet marketing
a great avenue for any business. The good thing about the internet marketing is that it’s
very dynamic. You can access everything with just a simple click sitting at your
homes. It has made the whole world as one market by getting people to connect. You
can market a wide range of products on the internet right from a matchstick to an
aeroplane (yeah they sell on eBay). Also one key aspect people don’t know is that
internet not only markets physical goods or services, it also markets content in the
form of blogs, forums, eBooks etc and many services (for both consumers and
enterprises).

With the masses clinging on to the web, innovative companies have created
businesses around it that were unheard of until the last decade. 97% of Google's
revenue comes from Online Advertising. Leveraging its massive reach to the internet
audience, Google serves majority of the AD banners you see while surfing the internet.

2
 CONCEPT OF TOPIC
This Project report, broadly, has been designed to familiarize with the
characteristics of services in Reasoning Global e Applications Ltd, their
implications on design and delivery, and highlighting the role of marketing,
human resources and operations for sustainable competitive advantage for
Reasoning subsidiary Key2Webitech.

This report is not a pure description of a Reasoning Global e Applications

Ltd, but involves critical evaluation and/or identification of key issues. This
report uses the concepts evolved during the course, uses them where
appropriate. This report tries to address the following.

The objectives of the project study are as follows:

 To do a service delivery study & analysis of Reasoning Global e Applications

Ltd.

 To analyze the customers of Reasoning Global e Applications Ltd.

 To do a study and analysis of service positioning by Reasoning Global e

Applications Ltd in the competitive market, study customer satisfaction,
study and analyze human resource management.

 To study and evaluate the service processes design and the performance
measurement and management.

 To study and evaluate the customer value provided by Reasoning Global e

Applications Ltd

 To identify and evaluate the key issues in the service delivery.

3
 COMPANY PROFILE

Retinodes Software Solutions Private Limited has been practicing web

programming for several years and is skilled in all major open source technologies.
We have extensive experience in PHP development in WAMP environment, such as
communities and networks, e-shops and online marketplaces, billing systems, media
streaming, customer relationship management (CRM), enterprise content
management (ECM), content management systems (CMS), corporate web sites, etc.
Our PHP development team is skilled in a variety of DBMS platforms such as
MySQL, Oracle, SQL Server, DB2, etc.

WEB DEVELOPMENT USING CREATIVITY

Our experienced PHP data architects create efficient and scalable web
applications to automate tasks, collect user data and transform static web sites into
dynamic sales and marketing machines. Our PHP Programmers team is capable of
developing custom, dynamic, database-driven websites and applications for businesses
as per your requirements. They have delivered Web solutions for businesses in e-
commerce, healthcare, manufacturing, education and telecommunications etc.

4
WHAT IS RETINODES

Retinodes is an emerging Software Development Company and Training

provider, building skilled technological pool for global industry requirements. The
company which was set up in 2013, to provide IT Solutions, services and support to
IT Industries, Health Departments, Educational Departments, government sectors, and
many more.

Retinodes mission is to design and develop the creative world, to provide IT

services and solutions to the entire computer sphere at conservative prices with all
pristine and innovative technology. We are keeping our vision to be best in the world
of Software arena, and potentially strong as Diamond. We believe in maximum
customer satisfaction and provide services to its clients and present an opportunity for
the new learners to come up in IT enterprises to serve the customer.

WHAT CAN I DO

We help organizations to think ahead. Retinodes objective is to build a bridge

between Business and IT to help client requirement. We try to provide professional
and expertise advise in a particular area such as Technology, Software applications
and more. We believe to establish long term customer relationship by delivering
novel, innovative and pristine value added Technological products, services and
solutions to resolve business issues.

We offer effective and efficient results in application development services,

and help enterprise to acquire valuable position in competitive market and also
customize applications using novel and emerging technologies by designing and
developing applications to meet organizations business requirement.

5
WHY RETINODES

We believe in maximum customer satisfaction and provide services to its

clients and present an opportunity for the new learners to come up in IT enterprises to
serve the customer. We have bunch of well qualified employers that includes
developers, testers, analyzers etc. We have a team that will guide us to maximize our
performance and also give us stability in market.

We believe that, if we are there in competitive market, it is possible to put a

dent of your name there, otherwise why else to be there. Retinodes Developers along
with Designers, Maintainers resolve complex issues and solve business problems by
rectify technology and business strategies.

WHAT DID WE HAVE

We achieve this by pristine and innovative ideas. Retinodes believe in

transformation, invention, and implementation. Data cleansing, accuracy and optimize
data delivery. We offer them great support and service to maintain their position in
valuable market. Information service is that part of Information system of an
organization that serves Data/Knowledge or Information. Our Developers and
Database executives with clients rectify data and information to provide secure and
optimize way of processing.

Social media, cloud computing mobility all becomes woven within enterprises.
IT as a Service treats Technology as a commodity, providing an enterprise with
exactly the amount of Software, application and Support that it needs.

6
 SERVICES OF RETINODES SOFTWARE

DEDICATED RESOURCES

 Web Designer
 Developer PHP
 Developer Asp.net
 Developer java
 Seo Expert
 Language Trainers

WEB APP DEVELOPMENT

 Website Design
 Logo Design
 Web App Development
 CMS Website Development
 E-Commerce Website
 PHP Development
 Asp.net Development
 Wordpress Development

SOFTWARE DEVELOPMENT

 Health Software
 Billing/Sale Software
 Stock Management Softwares
 Data Management Softwares
 HR-Payroll Softwares
 Machine Integrated Softwares
 Custom Softwares

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 INTEGRATED MARKETING

 Digital Marketing
 SEO Services
 PPC Advertising
 Content Marketing
 Social Media Marketing
 Web Analytics
 Content Writing

8
 INTRODUCTION OF THE TOPIC

At the beginning of the 19th century, social life was mostly local. It was
followed by a period in which commodities were produced on a mass scale. Consumer
Marketing operated on mass marketing principles and business primarily concerned
itself with how to build the best sales force. At the end of the century, there is an
emerging global culture. The major driver of these changes is technology.
Technological change has moved steadily back focusing on the individual. These
changes shape the possibility and conduct of business. Marketing is especially tied to
communication and transportation revolution. As the tools and reach of marketing
increase, the job and responsibilities of marketers have evolved with them.

Kotler formalized this evolution with his book "Marketing Management." His
key stages are production, sales and brand management. Each of these is strongly
motivated by technological opportunities, which permit new methods and new
opportunities. A fourth stage, a focus on the individual customer, is also important. As
the new technology of the Internet develops, it reinforces the new marketing emphasis
which in many ways is a return to business at the turn of the century.

In today’s technology driven world, a new fast paced digital economy is

emerging. In the near future, it wouldn’t be surprising to see that there are companies
that exist only inside computer networks. Most business transactions will be made
electronically, directly from the producer to the consumer, bypassing the supply chain.
In the digital marketing environment, the consumer becomes an integral player in the
development of the product. In fact, a consumer might build the product himself from
a wide array of parts provided by the company. It is e-commerce that is changing the
way products and services are conceived, manufactured, promoted, priced, distributed
and sold. The reason being that it is much cheaper; it allows vast coverage and helps in
serving the customer better.

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 GROWTH OF INTERNET USAGE GLOBALLY AND INDIA
According to the research report of Goldman Sachs, India has emerged as the
second largest Internet market in Asia after China with 100 million users in 2005. It
estimated that Indian Internet Users will increase by 130% compounded annual growth
rate (CAGR) from 0.5 million users recorded at end of 1998. Also the figures of the
number of Internet Service Providers (ISPs) increased by leaps and bounds and March
2006 saw 30 private international gateways. As per preliminary findings of the
NASSCOM survey, the total volume of E-commerce transactions in India was about
Rs.131 crore in the year 1998-99. Out of this volume, about Rs.12 crore were
contributed by retail Internet or Business-to-Consumer transactions, and about Rs.119
crore were contributed by Business-to-Business transactions. The survey also revealed
that E-Business transactions in India are expected to exceed to $ 100 billion i.e. around
Rs.4500 billion by end of 2008 which includes both b2b and b2c transactions.
However, Business to business deals constitutes the majority of e-commerce
transactions in India.
The Figure below gives us a fairer idea of the current world internet usage.

Diagram 1.1

10
 Diagram 1.2

So as the stats read internet usage has increased tremendously all over the
world including India with a global growth of 362 % and India with a growth of more
than 1500 %. However, the penetration of internet is still low globally as well as in
India with 25 % and 7% respectively. So still there is a lot of scope in Internet usage
and it will only grow more from here.

11
OVERVIEW OF THE INDIAN INTERNET USERS.

12
 OBJECTIVE OF THE TOPIC (EMARKETING)
OBJECTIVE 1: INCREASE REVENUE

The primary goal of any marketing strategy is ultimately to increase

revenue, and Internet marketing is no exception. Thankfully, the Internet provides
plenty of opportunities for every business to improve their bottom line.

By combining search engine optimization, or SEO, with pay-per-click

ads, or PPC, your company can improve the chances that potential customers find you
online. And with strategies like content marketing and social media marketing, you
can position yourself as an expert in your field who also cares about your clients.

For more information on how Internet marketing can increase sales and
generate revenue, check out this article.

OBJECTIVE 2: BUILD A BRAND

Internet marketing objectives often include building a brand. This means

not only establishing your logo and company name in the minds of consumers, but
also what your company stands for.

Well-known brands are typically trusted more by customers, especially

when paired with positive associations. The Internet is a great tool for building that
trust, because it has a wide reach and allows you to directly connect with individuals.

Social media is particularly useful when building a brand, because it

allows companies to create and post with a more personal feel. Organizations have
discovered that this kind of brand-building can be fostered by the use of social media
channels such as Facebook, Twitter, Instagram and Pinterest. In addition to organic
posts on these sites, companies can build brand recognition by paying for
advertisements and placements. This takes patience on the part of the organizational
leaders, because trust and loyalty are developed over many months, and sometimes
years. The key is to stay focused on the results.

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OBJECTIVE 3: IMPROVE LOCAL SEO

Many small businesses, as well as companies focused on increasing

sales in specific geographic region, focus much of their marketing efforts on
improving their local SEO. This means optimizing various elements on their sites in
order to attract local customers who are looking for the services they provide.

Although the number of searches that include both your industry and
your town or city is undoubtedly lower than those that just specify a product or
business type, those searches tend to generate much more qualified traffic. If a user is
already looking for businesses where you are, chances are high that they’ll be willing
to come to your physical location.

OBJECTIVE 4: INCREASE QUALIFIED TRAFFIC

Every business owner wants to see numbers rise in terms of visitors to

their site and landing pages. However, those numbers are meaningless if they aren’t
the right kinds of traffic.

Not every visitor to your site is going to make a purchase. That’s just the
way of the Internet, and should be accepted. However, if none of your site visitors
make purchases (or contact you), you are likely attracting “unqualified” traffic, or
visitors who have no intent of becoming a customer.

By targeting your marketing to specific personas and aiming to attract

specific, qualified people, you can increase the ROI of your marketing efforts—as
well as your bottom line.

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OBJECTIVE 5: MANAGE ONLINE REPUTATION

In an age when anyone with a computer or smartphone can post their

opinions about companies, products, and services for the whole world to see, it’s
important for businesses to maintain a solid online reputation. This means monitoring
your company’s name, maintaining social profiles, and responding to bad reviews
accordingly.

One bad review doesn’t mean that your company’s reputation is shot,
but one bad reaction to a bad review might. The way you publicly respond to customer
complaints will show them (and all other current and potential customers) how much
you care about their opinions. But as intimidating as that may sound, all it takes is a
bit of respect and concern for your customer base.

For some companies who’ve already made errors in this department,

their objective is simply to remove any negative associations with their company and
show customers that they’ve seen the errors of their ways. Though the improvements
won’t happen overnight, and bad online PR can be difficult to get rid of, the Internet is
a solid tool for repairing damaged reputations.

OBJECTIVE #6: BECOME AN INFLUENCER IN YOUR FIELD

Every industry has a few well-known individuals or companies that

others look to as thought leaders. They stay at the forefront of new technologies and
ideas, and are often the first to share new information.

Unfortunately, every industry only has a particular amount of room at

the top. The people who become experts and influencers are those who strategically
position themselves to give out great advice and information, often without much
obvious monetary gain.

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 CHARACTERISTICS OF EMARKETING
ADS

Although e-marketing is similar to traditional marketing, it is helpful to

understand the basic characteristics that distinguish this environment from the
traditional marketing environment. These characteristics include addressability,
interactivity, memory, control, accessibility, and digitalization. Addressability. The
technology of the Internet makes it possible for visitors to a website to identify
themselves and provide information about their product needs and wants before
making a purchase

ADDRESSABILITY.

Many websites encourage visitors to register to maximize their use of

the site or to gain access to premium areas; some even require it. Registration forms
typically ask for basic information, such as name, e-mail address, age, and occupation,
from which marketers can build user profiles to enhance their marketing efforts.
CDNow (owned by Amazon.com), for example, asks music lovers to supply
information about their listening tastes so that the company can recommend new
releases. Some websites even offer contests and prizes to encourage users to register.
Marketers also can conduct surveys to learn more about the people who access their
websites, offering prizes as motivation for participation

INTERACTIVITY

Another distinguishing characteristic of e-marketing is interactivity,

which allows customers to express their needs and wants directly to a firm in response
to its marketing communications. At BlueNile.com, for example, engagement ring
shoppers can click on a link at any time during a search to generate a pop-up window
where they can comment about their search efforts. The comments are
immediatelysent to the appropriate internal department to address the live feedback.9
This characteristic means that marketers can interact with prospective customers in
real time (or at least a close approximation of it).

16
 Of course, salespeople have always been able to do this, but at a much
greater cost. The Web provides the advantages of a virtualsales representative with
broader market coverage and at lower cost.

One implication of interactivity is that a firm’s customers also can

communicate withother customers (and noncustomers). For this reason, differences in
the amount and type of information possessed by marketers and their customers are
not as pronounced as inthe past. One result is that the new- and used-car businesses
have become considerably more competitive because buyers are coming into
dealerships armed with more complete product and cost information obtained through
comparison shopping on the Net. By providing information, ideas, and a context for
interacting with other customers, emarketers can enhance customers’ interest and
involvement with their products.

Interactivity enables marketers to capitalize on the concept of

community to help customers derive value from the firm’s products and website.
Community refers to a sense of group membership or feeling of belonging by
individual members of a group.10 One such community is MySpace, a website where
users can post and share their own personal profiles, blogs, photos, videos, and music
and chat or exchange messages about topics ranging from cars and computers to
health and careers. Such sites encourage visitors to “hang out” and contribute to the
community (and see the website’s advertising) instead of clicking elsewhere. Because
such communities have well-defined demographics and common interests, they
represent a valuable audience for advertisers, which typically generate the funds to
maintain such sites.11 Indeed, a few companies have created private communities
where carefully recruited members interact not only with each other but also with
advertisers who pay for accessto the groups. Such private groups helped Kraft’s
Nabisco develop 100 Calorie Packs after asking the online participants of a diet group
about their diet food choices.

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MEMORY

Memory refers to a firm’s ability to access databases or data warehouses

containing individual customer profiles and past purchase histories and to use these
data in real time to customize its marketing offer to a specific customer. A database is
a collection of information arranged for easy access and retrieval. Although
companies have had database systems for many years, the information these systems
contain did not become available on a real-time basis until fairly recently. Current
software technology allows a marketer to identify a specific visitor to its website
instantaneously, locate that customer’s profile in its database, and then display the
customer’s past purchases or suggest new products based on past purchases while he
or she is still visiting the site. For example, Bluefly, an online clothing retailer, asks
visitors to provide their e-mail addresses, clothing preferences, brand preferences, and
sizes so that it can create a customized online catalog (“My Catalog”) of clothing that
matches the customer’s specified preferences. The firm uses customer
purchaseprofiles to manage its merchandise buying. Whenever it adds new clothing
items to its inventory, it checks them against its database of customer preferences and,
if it finds a match, alerts the individual in an e-mail message. Applying memory to
large numbers of customers represents a significant advantage when a firm uses it to
learn more about individual customers each time they visit the firm’s website.

CONTROL

In the context of e-marketing, control refers to customers’ ability to

regulate the information they view as well as the rate and sequence of their exposure
to that information. The Web is sometimes referred to as a pull medium because users
determine what they view at websites; website operators’ ability to control the content
users look at and in what sequence is limited. In contrast, television can be
characterized as a push medium because the broadcaster determines what the viewer
sees once he or she has selected a particular channel.

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ACCESSIBILITY

An extraordinary amount of information is available on the Internet. The

ability to obtain it is referred to as accessibility. Because customers can access indepth
information about competing products, prices, reviews, blog opinions, and so forth,
they are much better informed about a firm’s products and their relative value than
ever before. Someone looking to buy a new pickup truck, for example, can go to the
websites of Ford, General Motors, and Toyota to compare the features of the Ford
Ranger, the GMC Canyon, and the Toyota Tacoma. The truck buyer also can access
online magazines, pricing guides, and consumer review sites to get more specific
information about product features, performance, and prices. Accessibility also
dramatically increases the competition for Internet users’ attention. Without
significant promotion, such as advertising on portals like AOL, MSN, Yahoo!, and
other high-traffic sites, it is becoming increasingly difficult to attract a visitor’s
attention to a particular website. Consequently, e-marketers are having to become
more creative and innovative to attract visitors to their sites.

DIGITALIZATION.

Digitalization is the ability to represent a product, or at least some of its

benefits, as digital bits of information. Digitalization allows marketers to use the
Internet to distribute, promote, and sell those features apart from the physical item
itself. FedEx, for example, has developed Web-based software that allows consumers
and business customers to track their own packages from starting point to destination.
Distributed over the Web at very low cost, the online tracking system adds value to
FedEx’s delivery services. Digitalization can be enhanced for users who have
broadband access to the Internet because broadband’s faster connections allow
streaming audio and video and other new technologies.

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 TYPES & FORMS OF MARKETING

Internet marketing, also referred to as I-marketing, web marketing, online

marketing, or e-Marketing, is the marketing of products, or, services over the Internet.
The Internet has brought media to a global audience. The interactive nature of Internet
marketing, both, in terms of providing instant response and eliciting responses, is a
unique quality of the medium. Internet marketing is sometimes considered to have a
broader scope because it not only refers to, such as, the Internet, e-mail, and wireless
media, but also it includes management of digital customer data and electronic
customer relationship management (ECRM) systems.

There are various tools/modes to internet marketing. However, choosing the

right one is very important. Each of them has its own advantages and disadvantages.
Choosing modes mainly depends upon the kind of product you have and your target
audience. Below are list and an extensive analysis on the various tools of internet
marketing:

 SEO
 Social Media Marketing
 E-mail Marketing
 Affiliate Marketing
 Banner Advertising/ Ads
 B2B Web Portals

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 SEARCH ENGINE OPTIMIZATION (SEO)

WHAT ARE SEARCH ENGINES?

A web search engine is a tool designed to search for information on the World
Wide Web. The search results are usually presented in a list and are commonly called
hits. The information may consist of web pages, images, information and other types
of files. Some search engines also mine data available in databases or open directories.
Unlike Web directories, which are maintained by human editors, search engines
operate algorithmically or are a mixture of algorithmic and human input.

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FACTS ABOUT SEARCH ENGINES

 84.8% of Internet users utilize search engines to find web sites.*GVU Users
Survey
 71% of all Internet surfers reach web sites through Search Engines.*Nielson Media
 Research has proven that 93% of global consumers use search engines to find and
access websites. *Forrester Research
 85% of qualified Internet traffic is driven through search engines, however 75% of
search engines users never scroll past the 4th page of results *Georgia Institute of
Technology: Seventh WWW User Survey
 55% of all Internet sales result from buyers finding the sellers website through
search engines.
 Search Engine Marketing was ranked as the #1 website promotional method used
by e-Commerce sites. *ActivMedia Research
 73% of global chief executives (CEOs, CIO's, etc.), say that they prefer to find out
about new products online. *Research.net

1. How Search Engines Work

The first basic truth you need to learn about SEO is that search engines
are not humans. While this might be obvious for everybody, the differences
between how humans and search engines view web pages aren't. Unlike
humans, search engines are text-driven. Although technology advances
rapidly, search engines are far from intelligent creatures that can see the
beauty of a cool design or listen to the sounds and movement in movies.
Instead, search engines crawl the Web, looking at particular site items (mainly
text) to get an idea what a site is about. Search engines perform several
activities in order to deliver search results – crawling, indexing, processing,
calculating relevancy, and retrieving.

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 First, search engines crawl the Web to see what is there. This task is
performed by e piece of software, called a crawler or a spider (or Googlebot,
as is the case with Google). Spiders follow links from one page to another and
index everything they find on their way. Having in mind the number of pages
on the Web (over 20 billion), it is impossible for a spider to visit a site daily
just to see if a new page has appeared or if an existing page has been modified.
Sometimes crawlers will not visit your site for a month or two, so during this
time your SEO efforts will not be rewarded. But there is nothing you can do
about it, so just keep quiet.

What you can do is to check what a crawler sees from your site. As
already mentioned, crawlers are not humans and they do not see images, Flash
movies, JavaScript, frames, password-protected pages and directories, so if
you have tons of these on your site, you'd better run the Spider Simulator
below to see if these goodies are viewable by the spider. If they are not
viewable, they will not be spidered, not indexed, not processed, etc. - in a
word they will be non-existent for search engines.

2. Differences between the Major Search Engines

Although the basic principle of operation of all search engines is the

same, the minor differences between them lead to major changes in results
relevancy. For different search engines different factors are important. There
were times, when SEO experts joked that the algorithms of Yahoo! are
intentionally made just the opposite of those of Google. While this might have
a grain of truth, it is a matter a fact that the major search engines like different
stuff and if you plan to conquer more than one of them, you need to optimize
carefully.

There are many examples of the differences between search engines.

For instance, for Yahoo! and MSN, on-page keyword factors are of primary
importance, while for Google links are very, very important. Also, for Google
sites are like wine – the older, the better, while Yahoo! generally has no
expressed preference towards sites and domains with tradition (i.e. older
ones). Thus you might need more time till your site gets mature to be admitted
to the top in Google, than in Yahoo

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E-MAIL MARKETING

Ethical methods of gathering e-mail addresses are through on-line registration

built into your corporate Web sites, or requests for information forms that request
submission to your opt-in lists.

An alternative is to purchase lists of customer e-mail addresses indexed by

special interests from a private company such as 'Postmaster Direct' or even use PC
softwares for mass e-mailing. It is a form of direct marketing which uses electronic
mail as a means of communicating commercial or fundraising messages to an
audience. In its broadest sense, every e-mail sent to a potential or current customer
could be considered e-mail marketing. However, the term is usually used to refer to:

 Sending e-mails with the purpose of enhancing the relationship of a merchant

with its current or old customers and to encourage customer loyalty and repeat
business.

 Sending e-mails with the purpose of acquiring new customers or convincing

old customers to buy something immediately.

 Adding advertisements in e-mails sent by other companies to their customers.

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 Advantages
1. Compared to other media investments such as direct mail or printed newsletters, it is
less expensive.
2. Return on investment has proven to be high when done properly.
3. It is instant and quick as opposed to a mailed advertisement; an e-mail arrives in a few
seconds or minutes.
4. It lets the advertiser "push" the message to its audience, as opposed to a website that
waits for customers to come in.
5. It is easy to track. An advertiser can track users via web bugs, bounce messages, un-
subscribes, read-receipts, click-through, etc. These can be used to measure open rates,
positive or negative responses, correlate sales with marketing.

Disadvantages

 Many companies use e-mail marketing to communicate with existing customers, but
many other companies send unsolicited bulk e-mail, also known as spam.

 It is frequently difficult for observers to distinguish between legitimate and spam e-

mail marketing.

 The sheer volume of spam e-mail has led some users to mistake legitimate commercial
e-mail (for instance, a mailing list to which the user subscribed) for spam — especially
when the two have a similar appearance, as when messages include HTML and flashy
graphics.

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AFFILIATE MARKETING:

Affiliate Marketing enables you to increase online sales by promoting your

products and services through a network of Affiliate sites on a payment-by-results
basis.

It also provides the opportunity to generate additional revenue by exploiting

your site's own content to promote the products and services of other online
Merchants.

A Merchant recruits content sites to partner with them as Affiliates in

exchange for commissions. A common third party provider such as Commission
Junction can be used.

The Merchant provides their advertising banners and links to their Affiliates
and assigns a commission for each click-through to their site, subscription to their
service, or purchase of their products that is generated from those links.

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 BANNER ADVERTISING

Banner advertising can play an extremely important role within your website
strategy. One can use banner advertising as a means of promoting its own products and
services, raising awareness, or as a way of generating revenue by selling advertising
space on your own website.

Purchasing Advertising:

There are currently two widely recognized methods of purchasing banner

advertising. The rates for these are usually quoted on a cost per thousand basis or
(CPM). The rates you pay can vary tremendously as there is currently no standard
price model - so be prepared to negotiate!

 Pay-Per-Impression: This method of purchasing banner advertising is based on a

charge for the number of times someone sees your banner. There are no guarantees as
to how many visitors will come to your site as a result of seeing your banner; you are
simply paying for the number of times your banner is displayed. Websites that offer
such programs include paypopup.com and adclicksor.com

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 Pay-Per-Visitor: This method of purchasing banner advertising is based on a charge
for the number of times someone visits your site as a result of clicking on your banner.
This is a better method of purchasing banner advertising as you are only paying for
results, although expect to pay a premium.

 Pay-Per-Click: The revenue model of the Internet giant google.com has its very own
service which offers certain share of the profit that it makes by the click-through that a
website generates from its adsense codes. The revenue model is known as Google
adsense and almost every successful website uses this model to make profits. The
Google adsense ads can be seen on websites like Times of India, Moneycontrol.com,
ManagementParadise.com and a lot many other reputed websites. Google earns more
than y 90% of its revenues from ads. There are many other ad agencies like Adbrite
and Yahoo Ads.

 Branding. While CTR and cost per sale relate to direct marketing objectives, another
way of looking at banner ads is as "branding" tools. They create brand awareness, and
a brand image in the viewer's mind, whether or not the viewer clicks on the ad.
Branding is very difficult to measure, but can be very powerful.

 Monthly Marketer also offers a monthly deal to the site that has its ad and ad shows
up on a particular spot on every page of the site. Clicking the banner would redirect
you to the site/product of the marketer.

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 SALES PROMOTION

Employing methods to stimulate sales through immediate or delayed

incentives to the customer. If the incentive is attractive, the price: value ratio is
adjusted favourably enough to affect a sale. This strategy should integrate with the
overall marketing mix to balance extra sales with long-term profit motives. Examples
of sales promotion strategies are:

 Sampling - offering product samples, electronically.

 Bonus offers - offering additional goods or services when making single purchases
(e.g. buy-one-get-one-free).
 Limited time offers - attracting visitors to return to a Web site.
 Games with prizes: Useful to keep people coming back to Web sites.
 Cross-product sampling: When a customer makes a purchase they have an
opportunity to try out another company’s product/service. Also, the customer may
have the opportunity to try out more than one company’s product/service while testing
another. Useful for complementary products/services.
 Feature pricing: providing special pricing to those that order electronically.
 Cross-promotions with other companies’ products/services - Buy a company’s
product/service and get a coupon for another company’s product/service.

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 SOCIAL MEDIA MARKETING (SMM)

WHAT IS SOCIAL MEDIA?

Social media are media designed to be disseminated through social

interaction, created using highly accessible and scalable publishing techniques. Social
media supports the human need for social interaction, using Internet- and web-based
technologies to transform broadcast media monologues (one too many) into social
media dialogues (many to many). It supports the democratization of knowledge and
information, transforming people from content consumers into content producers.
Businesses also refer to social media as user-generated content (UGC) or consumer-
generated media (CGM).

Social Media are online technologies and practices that people use to share
opinions, insights, experiences, and perspectives with each other. Social media are
distinct from industrial media, such as newspapers, television, and film. While social
media are relatively inexpensive and accessible tools that enable anyone (even private
individuals) to publish or access information, industrial media generally require
significant resources to publish information.

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 One characteristic shared by both social media and industrial media is the
capability to reach small or large audiences; for example, either a blog post or a
television show may reach zero people or millions of people. The properties that help
describe the differences between social media and industrial media depend on the
study. Some of these properties are:

 Reach - Both industrial and social media technologies provide scale and enable
anyone to reach a global audience.
 Accessibility - The means of production for industrial media are typically owned
privately or by government; social media tools are generally available to anyone at
little or no cost.

 Usability - Industrial media production typically requires specialized skills and

training. Most social media do not, or in some cases reinvent skills, so anyone can
operate the means of production.

 Recency - The time lag between communications produced by industrial media can
be long (days, weeks, or even months) compared to social media (which can be
capable of virtually instantaneous responses; only the participants determine any
delay in response). As industrial media are currently adopting social media tools,
this feature may well not be distinctive anymore in some time.

 Permanence - Industrial media, once created, cannot be altered (once a magazine

article is printed and distributed changes cannot be made to that same article)
whereas social media can be altered almost instantaneously by comments or
editing.

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 B2B WEB PORTALS:

B2B is "business to business", B2B Website Portal is one emarket place for
suppliers, manufacturers, factory sellers, wholesalers, exporters to post trade leads to
find importers, buyers and buying leads. It is also one online directory for buyers and
importers to find suppliers for their products.

In a word, B2B Website Portal is one marketplace for ecommerce users to

Internet Marketing & E-commerce Promotion Online for their products and service.

B2B Website Portal is most popular with countries with huge number of
manufacturers to export, especially in Asian countries, like China, India, and South-
Korea who have a big manufacturing sectors. One of the most important and largest
B2B Website Portal is Alibaba in China; it is one comprehensive and household b2b in
the world.

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 In Asia, the B2B website portals are most successful; they act as one of the
most effective method of Internet Marketing & E-commerce Promotion Online for
manufacturers and ecommerce sellers to promote their large amount of products. Just
for this demand or business opportunity, there comes some famous B2B trade website
portal through the world, like alibaba, ec21, tradekey, ecplaza and so on.

All those websites are comprehensive and include a wide range of product
categories and industry sectors, almost related to every industry. They are meaningful
to global trade, or rather to manufacturers, suppliers, exporters, wholesaler, buyers,
and importers. Above all, they are preferred by small and medium companies (SMEs)
begin their e-commerce solution and website marketing.

For global buyers, they could find their ideal suppliers and manufacturers and
post their buying trade leads or threads in these B2B sites, because there are so many
suppliers available to global buyers in these ecommerce market. Meanwhile the
suppliers are site's member or user, they use every convenient internet marketing tool
or ecommerce promotion online tools to publicize their business supply and demand
for partnership negotiation further with buyers.

For global suppliers, they could advertise and promote their company and
products by join those B2B website as member. Of course, in order to gain advantages
of internet marketing and mass exposure of their products in search engine through
b2b sites high pagerank, they could join as premium member to acquire more
privileges of top list in website search results or search engine. By doing so, they could
maximize inquiries from global buyers and importers, meanwhile, drive a huge
number of traffic to their e-commerce website to expand sales.

In addition to comprehensive B2B trade website, there are a large number of

professional b2b website portal for Internet Marketing & E-commerce Promotion
Online specialized in single industry, such as jewellery sector, fashion industry, craft
sector, arts & crafts, handicraft.

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 ROLE IN BUSINESS OF EMARKETING

Marketing is perhaps the most important activity in a business because it

has a direct effect on profitability and sales. Larger businesses will dedicate specific
staff and departments for the purpose of marketing.

It is important to realise that marketing cannot be carried out in isolation

from the rest of the business. For example:

The marketing section of a business needs to work closely with

operations, research and development, finance and human resources to check their
plans are possible.

Operations will need to use sales forecasts produced by the marketing

department to plan their production schedules.

Sales forecasts will also be an important part of the budgets produced by

the finance department, as well as the deployment of labour for the human resources
department.

A research and development department will need to work very closely

with the marketing department to understand the needs of the customers and to test
outputs of the R&D section.

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 CURRENT SCENARION

The current status of e-commerce of e-commerce in India can be summarised in two

G’s; growing and gaining ground however there is so much more to discuss if we are
seriously looking to delve in to the growth trajectory of the e-retail market. Read
further to know more.

Growth in E-Retail is Directly Related to Growth in Internet Users

According to Wikipedia there were 354 million internet users in India in 2015 and that
number is set to grow to 500 million by the end of 2015. Having access to the internet
automatically exposes the average Indian to e-commerce and online retail and that in
itself translates in to growth for the e-commerce sector. According to Wikipedia
growth in the penetration of e-commerce is unlike anything seen before in any other
country with 6 million Indians opting to use e-commerce to meet their consumer
needs for the first time joining the fray every month. This growth can only be
commended.

Growth in Terms of Returns for the E-Commerce Industry in India

 In 2009 the market value of e-commerce in India was worth about 3.9 billion
and that figure grew to 12.6 billion in 2013.
 The retail segment alone was worth 2.3 billion in 2013.
 According to figures from Google India, there were 35 million people in India
shopping online and that figure is bound to rise to 100 million by the end of
2016.
 Electronics and Apparel are definitely the winners that contribute to a large
chunk of this growth trajectory in terms of sales
 The Internet and Mobile Association of India conducted a study that predicts
that the e-commerce industry is estimated to reach 211,005 crore rupees by the
end of 2016.

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Reasons for This Growth Trajectory

 The first and primary reason for the growth of the e-commerce industry is the
spike in number of broadband users and those that use 3G services. The
introduction 4G services have further fueled this growth.
 India’s general economic growth and better living standards have a direct effect
on the growing number of internet users and buying power. The quick decline
in poverty rates have also contributed in a big way.
 Research suggest that one of the points of impetus that fuels the growth in e-
commerce is the consumers search for a wider range of products and services
that is effectively being met online.
 Figures support the fact that the growth in e-commerce is also directly related
to competitive pricing that e-commerce platforms offer the consumer.
 Million dollar startup firms like Flipkart, Snapdeal and Jabong further fuel this
growth.

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 FUTURE PROSPECTS OF EMARKETING
INDIAN SCENARIO
Digital marketing is still at its initial phase in India. Most of the
companies are still thinking to adopt the medium while many top brands have already
rolled their digital marketing campaign. Seeing the large number of youth population
in India (More than 40 percent of total population of India, around 460 milions youth
is there, in which 333 millions are literate) and the rising technology sawy young
generation, corporate will be more than happy to engage the target audience and
spread their products & service among them via digital media. Thus there will be a
Bib Change in coming future.

India's e-commerce market was worth about $3.9 billion in 2009, it

went up to $12.6 billion in 2013. In 2013, the e-retail segment was worth US$2.3
billion. About 70% of India's e-commerce market is travel related.[7] According to
Google India, there were 35 million online shoppers in India in 2014 Q1 and was
expected to cross 100 million mark by end of year 2016.[8] CAGR vis-à-vis a global
growth rate of 8–10%. Electronics and Apparel are the biggest categories in terms of
sales.

According to a study conducted by the Internet and Mobile Association

of India, the e-commerce sector is estimated to reach Rs. 211,005 crore by December
2016. The study also stated that online travel accounts for 61% of the e-
commerce market.[9]

According to study done by Indian Institute of eCommerce, by 2021

India is expected to generate $100 billion online retail revenue out of which $35
billion will be through fashion e-commerce. Online apparel sales are set to grow four
times in coming years.[10]

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 India's retail market is estimated at $470 billion in 2011 and is expected
to grow to $675 Bn by 2016 and $850 billion by 2020, – estimated CAGR of
10%..[11] According to Forrester, the e-commerce market in India is set to grow the
fastest within the Asia-Pacific Region at a CAGR of over 57% between 2012–16.[12]

As per "India Goes Digital",[13] a report by Avendus Capital, the Indian

e-commerce market is estimated at Rs 28,500 Crore ($6.3 billion) for the year 2011.
Online travel constitutes a sizable portion (87%) of this market today. Online travel
market in India had a growth rate of 22% over the next 4 years and reach Rs 54,800
crore ($12.2 billion) in size by 2015. Indian e-tailing industry is estimated at Rs 3,600
crore (US$800 million) in 2011 and estimated to grow to Rs 53,000 crore ($11.8
billion) in 2015.

Overall e-commerce market had reached Rs 1,07,800 crores (US$24

billion) by the year 2015 with both online travel and e-tailing contributing equally.
Another big segment in e-commerce is mobile/DTH recharge with nearly 1 million
transactions daily by operator websites.[citation needed]

A new sector in e-commerce is online medicine, selling complementary and

alternative medicine or prescription medicine online. There are no dedicated online
pharmacy laws in India and it is permissible to sell prescription medicine online with a
legitimate license.[citation needed]

Online sales of luxury products like jewellery also increased over the years. Most of
the retail brands have also started entering into the market and they expect at least
20% sales through online in next 2–3 years.[14]

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 LIMITATION
The limitations of internet marketing are as follows:

1. As the products and services offered are not tangible they can not be touched,
tasted or smelled before purchasing.

2. The quality and authentication of the product and services offered online
cannot be confirmed and thus uncertainty always persists.

3. Product seen online at times differs from what is finally delivered.

4. As the products are delivered by carriers there is a huge dependency on

courier companies which might delay the delivery or lead to product damage
while transaction.

5. To purchase a product online personal details need to be entered such as card

details and personal information which are vulnerable to leaks.

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 SUGGESTION
a. It is suggested that offline and online marketing strategies be brought into
alignment to prevent mixed messages and to promote the availability of
the online forums for interaction. Offline advertising should be used to
complement the online media.

b. The e marketing strategy should sufficiently flexible to allow it to adapt to

new developments and to determine what works and what does not work.

c. A dedicated social media co-ordinator is recommended to monitor the

impact of any changes implemented. A dedicated co-ordinator would also
allow for consistency in communication. At the very least a profession
agency experienced in social media marketing should be consulted at
from the earliest planning stages.

d. The reviews and complaints raised by the customers on the SNS should be
effectively managed and proper actions should be taken by the hotels
management and the action taken should also be communicated to the
customer.

e. The promotional offers during season on should be displayed on the SNS

on regular basis, so that large number of customers is captured

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 RECOMMENDATION
a. It would be wise not to underestimate the costs associated with marketing
on social media. Though the potential to reach a wide audience is both
immediate and as simple as opening a Facebook account it should not be
undertaken lightly.

b. A serious point to be remembered is the potential for damage to the brand

going viral across the internet. Repairing this damage could cost
considerable money and effort.

c. Sufficiently qualified staff would need to be hired plus the costs

associated with training other staff using the company accounts would
need to be factored in. These costs are beyond the purview of this report
and further research in this area is highly recommended.

d. Choosing the right candidate is an important decision. While some

people may have the right history, they have the wrong attitude. Some
may have the right attitude but score poorly on a compatibility test. When
hiring an individual who is new to the company, two criteria are
paramount: attitude and motivation.

e. When you hire only people with an outstanding attitude and tremendous
motivation, you vastly increase the odds of your organization's success.
Skills can be learned, but a good attitude and motivation cannot be. You
cannot force someone to change his mental make-up, but the person who
already is motivated and has the right attitude will push herself to learn
the skills you require.

41
 CONCLUSION

On the whole, I feel internet marketing definitely has huge potential and in the
coming years it will be of great importance due to the growing number of users.
However, you cannot ignore the fact that traditional marketing is here to stay for some
more time. It would take a while for the new media to sink in and penetrate into the
vast sphere of of traditional marketing. The need of the hour is to educate business
owners about the growing importance of Internet Marketing.

By carrying out the study of Reasoning Global e Applications ltd service

delivery strategies and analyzing the service performance, it can be concluded that the
service organization is a Indian digital marketing service provider and is a global brand
with many leading businesses in the global competitive arena. By carrying out
interactions and interviews with few employess, we identified some key issues in the
service delivery that creates a service delivery gap, but by doing the gap analysis we are
able to apply the service marketing concepts and strategies and it can really help in
minimizing the service quality gap without any additional cost to the organization.

Recruitment and selection methods are very important concerning selecting the
right candidate for a job. Google has some of the most creative and innovative ways of
recruiting new employees. They post their job openings on their company website but
also use other outlets such as social media and job search engines. However, Google is
not looking for a specific education or a certain amount of experience. They want an
employee who will fit in with the company’s culture. They use personal attributes in
their hiring process to find candidates that will be the leaders of the company. It is an
unconventional approach, but for the type of business Google is, they need to find
creative ways to find the most creative people. By using the concept map, Google can
streamline their process to ensure they are doing everything they can to find
theemployees who make the right fit for their company.

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 BIBLIOGRAPHY
 Management information system : WAMANS JAWADEKAR

 Database management system : ALESIS LEON , MATHEWS LEON

 Marketing Management :- PHILIP KOTLER

 EMarketing :- Elspeth Misiaszek

WEBLIOGRAPHY

 Www.google.com

 www.scribd.com

 www.wikipedia.com
 www.retinodes.com

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