Final Digital Marketing
Final Digital Marketing
Final Digital Marketing
SUBMITTED TO SUBMITTED
BY
days (from 10th June, 2019 to 10st August , 2019) long internship
programme with us. During the period of her internship programme with
luck for all future endeavors and look forward to working with him again
in future.
DATE:
PLACE: MOHD.
AADIL
DECLARATION
DATE:
PLACE: Dehradun
MOHD. AADIL
CHAPTER – 1
INTRODUCTION
1. Introduction
As per a report by IAMAI and Boston consulting group, India has one of the
largest and fastest growing populations of Internet users in the world—190
million as of June 2014 and growing rapidly.
According to a report, India will cross 500 million Internet Users Mark in 2020
According to eMarketer, advertising via mobile phones and tablets rose 180
percent, to $4 billion in 2014
REVIEW OF LITERATURE
Building and Maintaining Customer Relationships : The goal of
marketing is to build and create lasting customer relationships. Hence, the focal
point shifts from finding customers to nurturing a sufficient number of
committed, loyal customers. Successful marketing programs move target
customers through three stages of relationship building: awareness, exploration,
and commitment. It is important to stress the goal of Internet marketing is not
simply building relationship with online customers. Rather, the goal is to build
offline (as relevant) as well as online relationships. The Internet marketing
program may well is part of a broader campaign to satisfy customers who use
both online and offline services.
site. To the extent that weather.com can monetize this loyalty-most likely, in the
form of advertising revenue-both parties will be satisfied. However, if the firm
is unable to meet its financial obligations to employees, suppliers, or
shareholders, then the exchange is unbalanced. Customers are still happy, but
the firm is unable to sustain its revenue model. Both parties must be satisfied for
exchange to continue.
Various economists & social scientists in India & abroad have conducted
seminars & various micro as well macro level studies on online marketing.
Their main findings have been discussed in the following paragraphs.
Dr. Ray, was hopeful that the new policy will bring in some norms and
standards to the relationship between online publishers and agencies which is
currently bilateral and haphazard37. Mr. Krishnan was of the view that the
demand for internet still continued to be primarily from the urban areas.
Therefore, while the government was justifiably drawing up plans to reach
internet to the rural areas, it was also necessary that the urban digital divide
should also be bridged with appropriate policy measures . According to a
survey, superior performances in internet and mobile content and services
industry are rewarded by out of turn salary hikes, faster growth opportunities;
performance bonuses and recognition About 17% of the organizations surveyed
have a profit sharing plan in place for the Senior and Top management.
Research Gap
There is engulfing potential for further research in this area. This section
suggests these potential avenues for future research, which may be pursued by
researchers of their interests.
Since the study is based on general condition of tier 2 and tier 3 cities, the
researchers can confine the study to a specific geographical location and find
out the exact problems in that area.
COMPANY PROFILE
Maruti Suzuki is one of India's leading automobile manufacturers and the market leader in
the car segment, both in terms of volume of vehicles sold and revenue earned. Until recently,
18.28% of the company was owned by the Indian government, and 54.2% by Suzuki of
Japan. The Indian government held an initial public offering of 25% of the company in June
2003. As of May 10, 2007, Govt. of India sold its complete share to Indian financial
institutions. With this, Govt. of India no longer has stake in Maruti Udyog.
Maruti Udyog Limited (MUL) was established in February 1981, though the actual
production commenced in 1983 with the Maruti 800,based on the Suzuki Alto key car which
at the time was the only modern car available in India, its' only competitors-the Hindustan
Ambassador and Premier Padmini were both around 25 years out of date at that point.
Through 2004, Maruti has produced over 5 Million vehicles. Marutis are sold in India and
various several other countries, depending upon export orders. Cars similar to Marutis (but
not manufactured by Maruti Udyog) are sold by Suzuki and manufactured in Pakistan and
other South Asian countries. Its manufacturing facilities are located at two facilities Gurgaon
and Manesar south of
New Delhi. Maruti’s Gurgaon facility has an installed capacity of 350,000 units per annum.
The Manesar facilities, launched in February 2007 comprise a vehicle assembly plant with a
capacity of 100,000 units per year and a Diesel Engine plant with an annual capacity of
100,000 engines and transmissions. Manesar and Gurgaon facilities have a combined
capability to produce over 700,000 units annually. During 2012-13, Maruti Suzuki sold
764,842 cars, of which 53,024 were exported. Maruti Suzuki offers 13 models, Maruti 800,
Omni, Alto, Versa, Ritz,
Gypsy, A Star, Wagon R, Zen Estilo, Swift, Swift Dzire, SX4, and Grand Vitara. Swift,
Swift dzire, A star and SX4 are manufactured in Manesar, Grand Vitara is imported from
Japan as a completely built unit (CBU), remaining all models are manufactured in Maruti
Suzuki's Gurgaon Plant.
Established in December 1983, Maruti Suzuki India Ltd. has ushered a revolution in the
Indian car industry. This car is meant for an average Indian individual which is affordable as
well as has elegant appeal. Maruti Suzuki India Ltd. is the result of collaboration of Maruti
with Suzuki of Japan. At this time, the Indian car market had stagnated at a volume of 30,000
to 40,000 cars for the decade ending 1983.
This was from where Maruti took over. The company has crossed the milestone of becoming
the first Indian company in March 1994, by manufacturing in totality one million vehicles. It
is known for its mass-production and selling of more than a million cars. Maruti Suzuki India
Ltd. is the India's largest automobile company which entered in the market with affirmed aim
to render high quality fuel – efficient and low - cost vehicles. More than half the number of
cars sold in India wear a Maruti Suzuki badge. We are a subsidiary of Suzuki Motor
Corporation Japan. We offer full range of cars- from entry level Maruti 800 & Alto to stylish
hatchback Ritz, A star, Swift, Wagon R, Estillo and sedans DZire, SX4 and Sports Utility
vehicle Grand Vitara. Since inception, we have produced and sold over 7.5 million vehicles
in India and exported over 500,000 units to Europe and other countries. Our turnover for the
fiscal 2008-09 stood at Rs. 203,583 Million & Profit After Tax at Rs. 12,187 Million.
Sales figure in the year 1993 has reached up to 1,96,820. Maruti comes in a variety of models
in the 800 segment. Its cars operate on Japanese technology, pliable to Indian conditions and
Indian car users. By the year 1998-99, the company has modernize the existing facilities and
expand its capacity by 1,00,000 units.
Recently to ward off the growing competition, Maruti has completed Rs. 4 billion expansion
project at the current site, which has raised the total production capacity to over 3,20,000
vehicles per annum. With the coming of each and every year, the total production of the
company exceed by 4,00,000 vehicles.
MISSION
Mission critical attitude and fiscal prudence has been a way of life within Maruti, good or bad
times notwithstanding. And what has fuelled this over the last 18 months is the Japanese major's
3-G philosophy pushed by Nakanishi, which he refers to as 'going back to basics'. "Arm chair
management doesn't help," says Nakanishi. Genba (go to actual spot), Genjitsu (see what's
happening) and Gembutsu (identify actual problem) have laid down the framework for Maruti in
its 3-year rolling plan till 2010-
11. Maruti’s fundamental mission is to contribute to people’s lifestyles, society, and the
economy through automotive manufacturing. In upholding this mission, we have always focused
on the future of the automobile industry when deciding how best to position our company.
VISION
While the global economy is deep in the recession roil and its tremors being felt in India, the
country's largest automaker seems unfazed, What is helping Maruti today, is the company's
ability to constantly innovate even beyond product ,so the company’s vision is “We have to
ensure that any disruption in the environment doesn't jeopardize your market position. If we say
this vision in one line then it is
2.4 FACILITIES
Maruti Suzuki has two state-of-the-art manufacturing facilities in India. The first facility is at
Gurgaon spread over 300 acres and the other facility is at Manesar, spread over 600 acres in
North India.
Maruti Suzuki's facility in Gurgaon houses three fully integrated plants. While the three plants
have a total installed capacity of 350,000 cars per year, several productivity improvements or
shop floor Kaizens over the years have enabled the company to manufacture nearly 700,000 cars/
annum at the Gurgaon facilities. The entire facility is equipped with more than 150 robots, out of
which 71 have been developed in-house. More than 50 per cent of our shop floor employees
have been trained in Japan. Our Gurgaon facility also houses `K' Engine plant. The `K' family
engine plant has an installed annual capacity of 240,000 engines and was commissioned in 2008.
Spread over an area of 20,300 m2, the `K' family engine facility is part of the Rs 9,000 crore
investment plan drawn by Maruti Suzuki and Suzuki Motor Corporation. The next generation
`K'engine like all Maruti Suzuki earlier technologies is highly fuel efficient, while offering the
best in refinement and performance. It will take the engine technology to the next level in India.
A-Star is the first car to be powered by `K' family engine. The forthcoming models will be
powered by other `K' family engines The in-line plant layout consisting of Casting, Machining
and Assembly processes has high level of automation, effective material handling and inventory
reduction techniques in place, aimed for high operational efficiency. The facility employs global
manufacturing best practices like cold testing, 100% on line automated checks to ensure global
quality.
CHAPTER – 3
RESEARCH METHODOLOGY
RESEARCH OBJECTIVE
. Develop Brand Awareness
. Increase Size of Social Communities and Accurately Target Audiences
. Strengthen Engagement Strategies to Increase Customer Loyalty
. Monitor Customer Feedback
. Convert Social Followers into Qualified Leads and New Business
-
Research Design
Sampling Technique
Sampling Tools
"Frequencies and cross classification have been determined for the reactions of the
respondents."
No. of Samples
Area of Sampling
Data Collection
In this present study both primary & secondary data have been used in order
to achieve various objectives of the study. Primary data have been collected
through personal enquiries from the companies who are engaged in online
marketing and search of Internet to examine the online marketing giants in the
world. The secondary data have been collected from various surveys & studies
conducted by internet and mobile association of India (IAMAI) who is the
premiere institution to have a close look on the whole online marketing in India.
Various newspapers like Economic Times, Times of India & the publications of
ministry of Information Technology
RESEARCH ANALYSIS
1. From where do you get information with the help of digital marketing?
YouTube 30
Twitter 20
Google ads 20
Instagram 30
Chart Title
YouTube Twitter Google ads Instagram
30% 30%
20% 20%
INTERPRETATION :- 30% of the respondent says that You tube 20 says that
Twitter 2-% says that Google Ads and 30 % says that Instagram.
2. Which form of advertisement do you like more for purchasing of cars?
You tube 20
Digital marketing 30
Twitter 50
Chart Title
You tube Digital marketing Twitter
20%
50%
30%
Interpretation :- 2-% of the respondent says that you tube 30% says that from
Digital Marketing and 50% of advertisement are like more for purchasing cars.
3. For you advertisement is a good source of purchasing of cars?
GOOGLE 50
DIGITAL MARKETING 50
Chart Title
Digital
marketing Google
50% 50%
YES 60
NO 40
Chart Title
Yes No
40%
60%
Chart Title
YES NO
42%
58%
Interpretation :- 58% of the respondent says that advertisement affect your opinion
about the car. And 42% of the respondent says that advertisement affects your
opinion about the car.
LIMITATION
The following suggestions are put forward by the researcher on the basis
of findings of the study and though direct observation.
1. The study reveals that majority of the customers of Tirunelveli district have
only an average level of performance towards the online shopping of cosmetic
products. So, efforts may be taken in order to increase the level of
performance. This could be due to inadequate knowledge to use computer,
internet or electronic gadgets, poor network, lack of Infrastructure, lack of
awareness, time consumption, risk involved in online shopping. The e-retailers
shall come across these problems with different types of solutions and
marketing strategies such as, customer education, assistance and assurance.
The customers can be imparted education to get awareness about the different
services provided by the e-retailers, their benefits and the ways to deal with the
problems occurring during an online purchase.
9. Apparent web site design - The design of the website may be in such a way
that it may attract the customers to visit the website. The website may be user
friendly, as well as colorful, trendy, eye-catching with adequate information
content. The design of the website may have sufficient number of product sub
categories so that the customers can find their products easily at a glance. The
website may provide a richer, lively, more relevant online shopping experience
to the customers visiting it.
Asher W and Schusler M (1967), “Students Grades and Access to cars”, The
Journal of Educational Research,Vol.60, No.10,pp. 435-437.
Blamford (1958),onlinelibrary.wiley.com/toc/20448279/28/2