Chapter -1
INTRODUCTION
Online marketing is a set of powerful tools and methodologies used for promoting
products and service through the internet. Online marketing includes a wider range of
marketing elements than traditional business marketing due to extra channels and
marketing mechanism available on the internat. Online marketing is advertising and
marketing the products or services of a business over internet. Online marketing relies
upon websites or emails to reach to the users and it is combined with E-commerce to
facilitate the business transaction. In online marketing, you can promote the products
and service via website, blogs, email, social media, forums, and mobile Apps. Online
marketing strategy is critical for organization operating in markets with high internet
penetration.
Online shops introduced the physical analogy of goods and service at a regular "bricks
and mortar" shopping centres or retail centre and many type of online shopping.
Business to consumer (B2C) online shopping and business to business (B2B) online
shopping. Online stores in business to buy from other business. Online stores enable the
customers to check the firm's product and service to view the images or photos of the
products and informing the product information's and specifications, price etc. Online
marketing strategy is a critical for organization operated with very high internet
penetration.
1.2 Statement of the problem
Online marketing is playing a vital role today. Marketing strategies are very important
for creating awareness about the products. This is the one tool where customers can
easily get to know about the product features, varieties, price, and other contents which
are very essential for the customers for marking buying decision. On the other hand the
company will also be benefited as these strategies helps in increasing sales of products.
hence this study id undertaken to know how effective the marketing strategies are
helpful in increasing the sakes of products with respect to Myntra
1.3 Objectives of the study
To know the online marketing strategies of the Myntra.
To analyze the promotional strategies of Myntra.
To find the level of satisfaction to the customers of Myntra.
To study the effectiveness of online marketing strategies in increasing the sale of
products of Myntra.
1.4 Scope of study
This study is done with reference to the Myntra, Manjeri. Which helps to understand
about implementation of online marketing strategies for increasing sales of
consumable products in Myntra.
1.5 Need of the study
Online marketing is important, because it aligns with the way consumer market
purchasing decisions. Studies by analyse such as gather indicate that increasing
number of consumers use social media and research on mobile internet carry out
preliminary products and price research before making final decisions. Online
marketing enables to build relation with consumers and prospects through regular, low
cost personalized communication. Hence this study is intended to know the online
marketing strategies used by Myntra to increase the sales.
1.6 Review of Literature
J Suresh Reddy has published article in India 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 close 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.
Vikas Bonder has published his article on "sales and marketing strategies". Internet is
a really good thing. The internet gives people a greater amount of information as we
need. It is the best way to get a comparison of the products that we need. If we are
interested in buying, it is best for us to check the web sites. Also if we would like to
make our own Web page we can do this, without paying a lot of money. From where do
we set all this information? The answer is from advertising, which we see, everywhere:
on TV, on the internet, in the newspapers and more year after year we get more and
more new, interesting information and in the future the internet use will increase more
than now.
1.7 Research Methodology
The research methodology used in this study is mainly designed as an empirical work
based on both secondary data and primary data, obtained through pre-tested
questionnaire, internet browsing, direct personal interviews of selected persons
involved in this sector as well as.
1.8 Source of data
1.8.1 Source of primary data
The study makes use of primary data. The primary data collected through the
questionnaire from the 50 customers of Myntra.
1.8.2 source of secondary data
The main sources of secondary data are websites, books magazines, social media
platforms etc.
1.9 Sample size
The study is conducted on the basis of 50 selected sample and finding are drawn based
in their response.
1.10 Sampling technique
simple random sampling technique has been chosen for selecting the sample for this
study.
1.11 Tools and Techniques
1.11.1 Tools for data collection
The required data for the study has been collected through questionnaire.
1.11.2 Tools used for data representation
tables, graphs and charts used to present data.
1.11.3 Tools used for data analysis
Percentage analysis, average analysis, weighted average analysis and chi square
analysis used for data analysis.
1.12 Limitations
Following are the main limitation of the study
o Sample size is very low
o Opinion is based on a particulars are
o Respondent's bias might have influenced
o same customer's refused to co- operate
o Customer's response are deemed and believed to true to their knowledge
o Average response by respondents.
1.13 Chapter plan
the study contains four chapters. The first chapter deals introduction, research
methodology such has statement of problem, objectives, review on literature, scope
and methodology and limitations.
The second chapter explains the conceptual Framework. The third chapter contains the
analysis and interpretation of data collected from sample units. The fourth chapter
includes finding, suggestion and conclusion.
Chapter -2
Online marketing strategies are
Social media marketing
Email marketing
content marketing
Social Media Marketing
social media marketing is the utilization of social media stages and sites to advance an
item or administration. Despite the fact that the terms E- marketing and computerized
marketing are as yet prevailing in the scholarly community, social media marketing is
winding up more prevalent for the two specialists and scientists. Most social media
stages have worked in information examination apparatuses, which empower
organizations to track the advance, achievement, and engagement of advertisement
crusades. Organizations address a scope of partners through social media marketing,
including present and potential clients, present and potential representatives,
columnists, bloggers and the overall population. On a vital level, social media marketing
incorporates the administration of a marketing effort, administration, setting the
degree.
Email marketing
Email marketing is the act of sending a business massage, commonly to a gathering of
individuals, utilizing email. In its broadest sense, each email sent to a potential or current
client could be considered email marketing. It more often than not includes utilizing email to
send commercials, ask for business, or request deals or gifts, and is intended to construct
steadfastness, trust, or brand mindfulness. Marketing emails can be sent to a bought lead list
or a present client database. The term as a rule alludes to sending email messages with the
motivation behind improving a shipper's association with present or past clients, empowering
client dependability and rehash business, getting new clients or persuading current clients to
buy something instantly, and sharing outsider promotions.
Content Marketing
content marketing implies pulling in and changing prospects into clients by making and
sharing important free content. The motivation behind content marketing is to help the
organization to make feasible brand steadfastness and give significant data to buyers, and in
addition make eagerness to buy items from the organization later on. This generally new type
of marketing normally does not include coordinate deals. Rather, it fabricates trust and
affinity with the gathering of people. Digital content marketing is a management process that
uses digital products through different electronic channels to identify, forecast and satisfy the
content requirements of a particular audience. It must be consistently updated and added to
in order to influence the behaviour of customers.
One of the challenges in online marketing is that based on communication using
technologies where hardly a week goes by without a search engine, ranking logarithm update
or a social network update, keeping track of the technical changes alone becomes a major
task and then there is need to work out how there changes affect an individual organization
and ultimately its business model. The internet has given a new definition to business and
has hitting high shares to increase sales.
ORGANIZATION PROFILE &
INDUSRTY PROFILE
2.1 ORGANIZATION PROFILE OF MYNTRA
Myntra is an Indian fashion E-commerce market place company headquarter in
Bangalore, Karnataka, India. Established by Mukesh Bansal along with Ashutosh
Lawania and Vineet Saxena in February [Link] Institute Of Technology graduates
with a focus on personalization of gift items, and soon expanded to set up regional
offices in New Delhi, Mumbai and Chennai. By 2010, Myntra shifted its focus to the
online retailing of branded apparel.
In May 2014,Myntra merged with Flipkart to compete against Amazon which entered
the Indian market in June 2013 and other established offline retailers like Future Group,
Aditya Birla Group and Reliance Retail.
Vision
“To become Amazon of India”
Mission
“Providing a delightful customer experience”
Products
In Myntra many types brands available Nike, Reebok, Puma, Adidas, Decathlon, FIFA,
John Miller Asics, Lee, Lotto, Indigo Nation etc.
• Men, (clothing, footwear, accessories, watches, shoes etc...)
• Women, (clothing, footwear, accessories, watches, shoes etc...)
• Kids, (clothing, footwear, accessories, watches, shoes etc...)
• Home &Living, (bed linen & furnishing, curtains, lamps and lighting, kitchen etc...)
Personal Care (fragrances, make up, grooming, skin & hair items etc...)
Achievements and awards
• Awarded 'Fashion E- retailer of the Year 2013' by Franchise India – Indian E-Retail
Awards
• Awarded 'Best E-commerce Website for 2012' by IAMAI – India Digital Awards
• Awarded 'Images Most Admired Retailer of the Year: Non–Store Retail' for 2012 by
Images Group
• Awarded 'Best E-commerce Partner of the year 2011-12' by Puma India
Competitors
• Flipkart
• Amazon
• Jabong
• E-bay
SWOT analysis
Strengths
-monetary assistance provided.
-reduced labour costs.
-existing distribution and sales networks.
-domestic market.
-high profitability and revenue.
Weaknesses
-future market size
-small business units
Opportunities
-income level is at a constant increase
-growing economy
-new products and services
Threats
-price changes
-financial capacity
2.2 Industry profile
Online shopping is a type of electronic trade which enable the purchasers to specifically
purchase administrations or merchandise from a vender over the Internet utilizing a
web programs. Customers shows a result by going to the retailers looking among
elective sellers utilizing the shopping indexes. And similar items valuating at various e
commerce retailers. In 2016, clients can shop the online utilizing a scope of various
computers s and gadgets, including desktop computers s, portable computers, tablet
computers and cell phones.
History
The online shopping channel is started in 1994, with the principal offering of collection
‘Ten Summons’s Tales’ And chocolates and wines and blossoms took after and among
the spear heading the retailer classifications powered the developing online shops.
Many types of items did well as they are small items which customers didn’t have the
touch and feel keeping in mind the end goal to purchase. Yet in addition critically in the
good 'old days there were couple of customers online and they were from a thin
fragment.
Growth
As the incomes from online deals kept on developing essentially scientists recognized
distinctive sorts of online customers, Swaminathan and Rohm distinguished 4
classifications and named them "comfort customers, assortment searchers, adjusted
purchasers, and store-situated customers". They concentrated on shopping inspirations
and found that the assortment of items accessible and the apparent comfort of the
purchasing online experience were critical spurring factors. This was distinctive for the
disconnected customers, and who were more spurred by recreational and efficient
intentions.
Online shops mostly use credit card in order to make payment. Different methods in
payments. Such as cash on delivery, card on delivery, debit card, etc. Mostly customers
used cash or card on delivery and debit or credit cards.
The first W.W.W (World Wide Web) server and browser, in 1990 created by Tim
Berners-Lee and, 1991 it opened for commercial use. After the subsequent technological
and innovations emerged in [Link] Pizza Hut started online pizza shop, Netscape’s
SSLV2 encrypted standard for secured transfer of data, and it is the first intershops
online shopping system. In 1994 first secure retail transactions over the web is Internet
shopping Network. After in 1995 Amazon launched its online shopping site and eBay
was also started in 1995. And many other online shopping sites opened .Retailers have
increased sales and services prior to availing through for building testing and managing
demands.
Major players
• FLIPKART
• MYNTRA
• JABONG
• AMAZON
• ETC…
