135530324-MARKET-CAPTURED-BY-GETIT”-At-GETIT-INFOSERVICE-PRIVATE-LIMITED

PROJECT REPORTON

“MARKET CAPTURED BY GETIT”

At

GETIT INFOSERVICE PRIVATE LIMITED

A grand Project report submitted in Partial Fulfillment ofPOST GRADUATE DIPLOMA IN MANAGEMENT Degree

ACCURATE INSTITUTE OF MANAGEMENT & TECHNOLOGYGREATER NOIDA

DECLARATION

I student of “ACCURATE BUSINESS SCHOOL ”, REG No. PGDM (6th Trimester) hereby declare that the Final Project entitled “MARKET CAPTURE BY GETIT INFOSERVICES PVT. LTD” is an original work and the same has not been submitted to any other institute for the award of any other degree.

DATE

ACKNOWLEDGEMENT

Completing a task is never a one man’s effort. It is often the result of direct or indirect

invaluable contribution of a number of individuals.

It is indeed a great pleasure to take the opportunity to extend my sincere thanks to all those

whose help and guidance made this endeavor a successful one.

I am special thanks to PROF. R. G. Greater Noida for giving me an opportunity to write my

Dissertation Report under her guidance and supervision and for all the help and support which

led me complete the project.

Last but not the least the information contained in this project is true and correct to the best of

my knowledge and belief.

CERTIFICATE FROM GUIDE

This is to certify that Mr. Roll no: ABSDM1113113 from “ACCURATE BUSINESS SCHOOL” has

proceeded under my supervision upon Research Project Report on “MARKET CAPTURED BY

GETIT INFOSERVICE PVT.LTD” in the specialization area “MARKETING”.

The work embodied in this report is original and is of the student expected of an PGDM

student and has not been submitted in part or full to this or any other university for the award

of any degree or diploma. She has completed all requirements of guidelines for Research

Project and the work is fit for evaluation.

Signature of Guide

PREFACE

As a part of PGDM Degree, it is required for every student to undergone summer training in an

industrial or commercial organization to get a practical exposure of the actual situation existing

in the industry.

I have undertaken my project in “GETIT INFOSERVICE PVT.LTD.” Noida. I have given

brief introduction of all departments, but I put my special emphasis on the study of “MARKET

CAPTURED BY GETIT INFOSERVICE PVT.LTD.”

CONTENT EXECUITIVE SUMMARY

INTRODUCTION

COMPANY PROFILE

HISTORY

VISION

VALUES

CHARACTERISTICS

CULTURE

PRODUCTS & SERVICES

PRINT

VOICE

ONLINE

MOBILE

OUR ALLIANCES

CLASSIFIED

PRINT

VOICE

ONLINE

B2B MARKET PLACE

ONLINE

WHY GETIT?

BIZLIST

TRADE GET

GETIT FREE ADS

CALL GETIT

GETIT.IN

HOME PAGE

SEARCH RESULT PAGE

DETAILED LISTING

LOCATION MAP

CARRIERS WITH GETIT

MARKETING MIX

MARKETING RESEARCH PROCESS

RESEARCH METHODOLOGY

RESEARCH DESIGN

HORIZONTAL MARKETING SYSTEM

DISTRIBUTION CHANNELS

MARKET CAPTURED BY GETIT

COLLECTION OF DATA AND ITS PROCESS

RESPONSE CODE FROM THE CUSTOMER

QUESTIONNAIRE

FINDING OF THE STUDY

CONSTRAINTS AND LIMITATION

CONCLUSION

RECOMMENDATION

BIBLIOGRAPH

EXECUTIVE SUMMARY

Through our Project “Market Penetration of GETIT Info SERVICR PVT LTD”, we have tried to

analyze Market Potential of “ COLLECTING DATA , COLLECTING INFORMATION,

ADVERTISEMENT, HOT DEALS AND FREE ADS”., which is recorded from wide survey conduct

in NCR(National capital region).

NOIDA

GHAZIABAD

INTRODUCTION

Getit is a directional media company in India. Its services include yellow pages, white pages directories, classified media, tele-information services, online and mobile media. It currently operates in 56 cities PAN India. GETIT offers services across print, voice, online and mobile platforms. Investors in the company include Malaysia based Astro All Asia Networks Plc and Helion Venture Partners.

Getit Infoservices Private Ltd., formerly known as GETIT Infomediary Ltd. /M&N Publications Ltd., introduced Yellow Pages in India under the brand name Getit Yellow Pages. Its first yellow pages directories were published in Chennai (former Madras) in 1986.

http://en.wikipedia.org/wiki/Chennai

http://en.wikipedia.org/wiki/India

http://en.wikipedia.org/wiki/Yellow_Pages

http://en.wikipedia.org/wiki/Malaysia

http://en.wikipedia.org/wiki/Yellow_pages

http://en.wikipedia.org/wiki/India

Company ProfileGETIT offers comprehensive, reliable and relevant information solutions across all media, becoming the preferred destination for buyers and sellers, aided by easy-to-use interfaces across print, voice, online & mobile platforms.

GETIT investors include Malaysia based ASTRO group – a cross media group with presence in DTH TV services, commercial radio and TV programming and HELION Venture Partners - a leading VC fund.

GETIT has continually improved its product offerings and is widely accepted as the industry leader in the directional media, yellow pages and search segment.

GETIT has built a strong national infrastructure and professional team that delivers a high quality of service, offering value for money. The company has a strong network of over 30 offices around the country with employee strength of over 1000.

Over the years GETIT has introduced many award winning features in its products to simplify the search experience. In this regard, our new online interface allows efficient filtering of information to arrive at the most relevant results, almost instantly

HISTORY OF GETIT INFOSERVICES PVT. LTD.

GETIT INFOSERVICES (P) Ltd, (formerly GETIT Infomediary Ltd./ M&N Publications Ltd.) introduced the concept of Yellow Pages in India under the brand name GETIT Yellow Pages. Its first yellow pages directories were published in Chennai (previously Madras) in 1986. GETIT is originally part of the Delhi based TEJ BANDHU group, established in 1923 - one of the oldest and leading media houses of India. The group, through its Urdu newspaper ‘Daily Tej’ and its founder – Lala Deshbandhu Gupta, had played a prominent role in India’s freedom movement.

Originally, GETIT used to publish Official White Pages telephone directories in association with the Department of Telecommunications. It went on to become the largest publisher of telephone directories in India, publishing over 3.5 million directory copies annually.

Since its inception, GETIT has helped local businesses grow by connecting them to more and more customers in a cost effective manner. Almost always, the returns on their investments with GETIT have been exceptional. This is echoed in the high rate of customer retention. GETIT has grown along with its customers, by helping them forge profitable relationships and expanding their reach and influence.

In 1996 the company ventured into Classified advertising through introduction of ‘Free Ads’ – India’s first free-classified advertising paper. Free Ads has grown over the years and now has operations in four cities. It has now spread onto online and voice.

In 2002, for the first time in India, GETIT introduced B2B and B2C – segmented yellow pages for Industrial users and residential/office consumers respectively.

Through 2002 - 2004, GETIT introduced get it NOW, its 24 hr information service, as a bundled offering to its print yellow pages across 14 cities.

In 2005, GETIT introduced tradeget.com, its online B2B marketplace for exporters and manufacturers.

In 2007, GETIT launched its WAP search for mobiles on wap.GETIT.in

In 2008, with a view to expand its operations, GETIT secured venture funding from HELION Ventures.

In 2009, in another first, GETIT has completely remodeled the yellow pages as Buying Guides - all color, glossy directories which are paginated by vertical categories – providing a significantly enhanced user experience.

VISION

To provide most relevant and effective solutions for buyers to connect with sellers, effortlessly and profitably

Relevant: The functionality and user experience of GETIT products and services is customized for each medium (print, Voice, Online, Mobile) and category (Furniture, Computers, Entertainment etc.) We strive to bring out the best user experience for each medium. Similarly, the information and data fields presented are always relevant to the category being searched.

Effective: We constantly improve the effectiveness of our services by striving to maximize the number of satisfied transactions facilitated by our platforms. Effectiveness is not measured in terms of the number of calls or clicks that we may generate for our clients but by the percentage of conversions that we eventually catalyze. Similarly, for our users, we strive to present the most appropriate vendors that match their queries. Emphasis is on the quality of the match, not just the quantity.

Effortlessly: Our Endeavour is to remove or at least to minimize the effort and pain associated with the search process – both for buyers and sellers. The better the fitment of the matches we provide, the less is the pain on both sides.

Profitably: For buyers, most of our platforms are free to view. They offer relevant and credible

matches, instantly. Where time is money, time saved is money earned. For sellers, most of whom make an investment with us with a view to generate more enquiries and business, our platforms offer a very high return on their investments thereby maximizing their profits

VALUES

Fair: We intend to conduct all our business, transactions and relationships in a manner that is fair to all parties and stakeholders.

Care: We Endeavour to have the element of ‘care’ in all our relationships. These include relationships with all stakeholders – customers, GETIT family members, investors. As a philosophy, care must form a part of all our dealings, even with the external environment and animate or inanimate objects.

Share: We believe that true value is created when like minded people - with common objectives, values and vision albeit with complementary skills come together for a common mission. We are happy to share the fruits of success with all key stakeholders.

CHARACTERISTICS

Simple, Innovative, Effective, Dependable & High Returns

Simple: Simplicity is sometimes complicated! We invest a lot of effort to provide a simple user experience across our platforms. We constantly Endeavour to simplify processes across our organization.

Innovative: We constantly innovate to bring simpler, better and more effective solutions to the market. We try and adopt the most efficient and recent technologies to bring out superior product experiences.

Effective: We strive hard to ensure that the functionality & features of our products as well as the processes within the organization are effective. There is an effort to constantly improve this effectiveness.

Dependable: As an organization, as a brand and as individuals, we strive to make sure that we can be trusted and depended upon in all our interactions.

High Returns: We are passionate about making our services deliver the highest return on the investments made by our customers in our services. We also strive to ensure that our stakeholders make substantial returns on their investments in us.

CULTURE

Transparent, Execution Oriented, Process driven, Principled & Fun!

Transparent: At GETIT we have an atmosphere of openness and transparency. Each member has visibility of the broad direction that the organization is taking and the key objectives being pursued. Feedback and participation is encouraged and appreciated.

Execution Oriented: We have an execution oriented mindset and each member is encouraged to meet deadlines and budgets.

Process Driven: We believe in formulating processes and guidelines for each task. Through the ranks of the organization, emphasis is on adherence to defined procedures and processes. We believe that end results will follow logically when the right processes are followed. There is also a feedback loop so that processes can be improved and updated as per changing requirements.

Principled: We are committed to the basic principles of fairness, inclusion and ethical business practices. We constantly Endeavour to blend our background of originally being a family owned organization and now being a truly professionally managed company in a manner that brings out the best of both worlds.

Fun: The journey towards the goals needs to be enjoyable. We believe in fun in the workplace. The day to day stress of achieving targets and competing in the market are engrained in our psyche such that we can enjoy these challenges. While we work hard, it is also important to party hard!

PRODUCTS AND SERVICES

It can be categorized in 3 types

1. Local search

2. Classifieds

3. B2B Marketplace

Local searchThe local search products are aimed at connecting buyers and sellers in the local environment. Consumers can

search for companies by name or suppliers in categories, using the media of their choice. Businesses can

effectively promote themselves to their target audience. The services are available across print, media, voice,

and online.

Users can search for companies, brands, products, suppliers across categories.

Companies can promote their business to new and existing customers.

PRINT

GETIT has developed a brand new categorization system and has completely revamped the usability

experience of its products. The new categorization provides a superb environment for advertising for

businesses and makes it much easier to search for information for the user.

Consumer buying guides The consumer buying guides are targeted towards households and offices who can look for products

& services on keywords and categories in the GETIT B2C buying guides.

Business to business buying guides B2BThe business to business buying guides are targeted towards industries. They can advertise their products & services on keywords and categories in the GETIT B2B buying guides. This ensures relevant calls and maximum return on ROI.

Bizlist directories

Bizlist gives information on companies & brands by name. Bizlist is brought out by GETIT in Mangalore, Ernakulam, Coimbatore, Mysore, Bangalore, Thrissur, Chennai, Trichy, Madurai, Puducherry, Thiruvananthapuram and Mumbai

VOICE

The GETIT voice service available at 44444444,nationally, makes it easy to get contact details of businesses across India, very easy. A 24x7 service, it covers a wide spectrum cities in India and is growing. Users can call in for information on companies or product & service categories.

ONLINE

GETIT’s online local search is available on www.getit.in. Armed with an extensive database of products & services providers, across all industry segments, www.getit.in is on its way to shaping India’s search. It allows efficient filtering of information to arrive at the most relevant results, almost instantly.

http://www.getit.in/


MOBILE

Available on http://m.getit.in, when accessed from mobile devices with GPRS connectivity. Users can look for companies / brands by name or search for products & services by categories. Making available the facility of search while the user is on the move, it adds to the user experience. Users can also send an SMS to GETIT to get the contact details of the businesses they are looking for.

Getit, India's leading directional media company not only provides the search on its own portals and platforms, for its own customers, but is also powering searches on other online, voice and WAP platforms. This brings about tremendous value to the customers of the partner's platform with two unique services that we offer-'Local Search' and 'Classifieds'.In past, following partners have shown tremendous trust in our services and integrated our offerings on their platforms. With recently launched GETITMALLS.com and GETITHOTDEALS.in, we have future enhanced our offerings for our alliances partners.

Our Alliances

Media Houses



http://ndtvclassifieds.freeads.in/

http://indiatoday.intoday.in/

http://www.dainiknavajyoti.com/hindi/

http://www.merinews.com/gurgaon-news

http://bhaskar.getit.in/

http://www.dayandnightnews.com/

Vertical Portals

App Stores

http://www.indiaretailing.com/

http://www.getit.in/keywords/chilly-onion/mumbai/

http://www.aircel.com/AircelWar/appmanager/aircel/delhi?_nfpb=true&_pageLabel=P12000993131284025286117

http://www.getit.in/apps/mobile/

http://in.mobango.com/view/search.php?search=advfiles&word=&page=&a=&area=&simple_srch=getit&key=getit&srcategory=11&x=0&y=0

http://202.162.188.137:8080/samsungwap/wap?poid=58&prid=1330&cbtype=3&d=&script=x&ch=&happyduration=&scheme=&backid=1&stype=&fMsisdn=919899381306&fUserAgent=Mozilla/5.0%20(Windows%20NT%205.1;%20rv:14.0)%20Gecko/20100101%20Firefox/14.0

Classifieds

Classifieds services branded under “GetitFreeads” allow consumers to ‘buy, sell, anything!’. Advertising is free for private individuals. Buyers find the most choice. The services are available across media in print, voice and online.

Users can search for classified ads. Consumers can place private classified ads for free Businesses can place classified ads for a fee

PRINT

Classified services branded under ‘GetitFreeads’ allow consumers to ‘buy, sell, anything!’. Advertising is free for private individuals. Buyers find the most choice. The services are available across media in print, Voice & Online. Users can search for Classifieds ads

Consumers can place private classified ads for free

Businesses can place classified ads for a free.

Place an ad by calling the Freeads office. Our advisors will guide you on the kind of ad best suited to your needs. There are various advertising options you can choose from.

VOICEOn a national number 4444-4444, users can buy, sell anything on phone. From household goods to property, vehicles, to finding jobs, the service makes it very convenient for consumers to buy, sell anything, anytime

ONLINEwww.freeads.in allows the consumer to ‘buy, sell anything’ online. The site has a user friendly interface and efficiently filters information for people to arrive at most relevant results with a click. Individuals can place ads for free. It is very easy to advertise on www.freeads.in , it can be done online or by calling any of our offices.Book your ads byCalling:Delhi : 011-4444 4444, 4255 5661, 4255 5617Chennai : 044 4444 4422, 2847 0033, 2847 0007Bengaluru : 080 4444 4422, 2226 5555Hyderabad : 040 2373 6967, 2373 6982Kolkata : 033 2280 1394, 2280 1395E-mailingDelhi : [email protected] Chennai : [email protected] : [email protected] : [email protected] Kolkata : [email protected] the ads in the Freeads drop boxes Accessing www.freeads.in

B2B MARKET PLACE

Exporters and manufacturers can use GETIT’s online B@B marketplace. ‘tradeGet.com’ to promote their business internationally. Buyers the world over can seek quality supplier from India. The services are available in online.

Buyers can search for exporters from India. Exporters can promote their business internationally.

ONLINE

www.tradeget.com is the online b2b e-market place that connects suppliers & buyers. Tradeget.com is GETIT’s B2B trade portal. Herein, companies in India showcase their products and services to a worldwide audience. The site is a catalog site with marketplace features, enabling exporters to seek buyers across the world.

http://www.tradeget.com/

http://www.freeads.in/

mailto:[email protected]







WHY GETIT?

World over, when consumers are ready to buy, they turn to directional advertising media. Media which

connects them to the brands/ products they seek.

Clever marketers back up creative ad-spends by adequate representation in Directional Media. Depending on

the branch/category a 2-4% spend( as a percentage of total ad spend) in directional media is warranted to

ensure that the customers you cultivate through advertising are not harvested by your competition. Directional

Media thus completes your advertising cycle and ensures your brand connections with consumers when they

are read to buy.

The following are the corporate advertising options:

1. BIZLIST

Bizlist gives information on companies & brands by name. Bizlist is

brought out by GETIT in Mangalore, Ernakulam, Coimbatore, Mysore,

Bangalore, Thrissur, Chennai, Trichy, Madurai, Puducherry,

Thiruvananthapuram and Mumbai Call on 080 222 55555 for advertising

in the Bizlist.

2. TRADE GET

Exporters and manufactures can use GETIT’s online B2B marketplace ‘TradeGet.com’ to promote their

business internationally. Buyers the world over can seek quality suppliers from India…

• Buyers can search for exporters from India

• Exporters can promote their business internationally

www.tradeget.com is the online b2b e-market place that connects suppliers & buyers. Tradeget.com is

GETIT’s B2B trade portal. Herein, companies in India showcase their products and services to a worldwide

audience. The site is a catalog site with marketplace features, enabling exporters to seek buyers across the

world.

3. GETIT FREE ADS

Classifieds services branded under ‘GetitFreeads’ allow consumers to ‘buy, sell, anything!’. Advertising is

free for private individuals. Buyers find the most choice. The services are available across media in print,

Voice & Online.

1. Users can search for Classifieds ads

2. Consumers can place private classified ads for free

3. Businesses can place classified ads for a fee

Place an ad by calling the Getit Free ads office. Our advisors will guide you on the kind of ad best suited to

your needs. There are various advertising options you can choose from.

4. CALL GETIT

Dial 4444-4444 to seek any local information across cities in India.

CallGetit, provides a unique opportunity for advertisers to pay per lead.

Advertisers can choose from a tenure based service or may even bid for the

positions in their category and receive instant leads by way of sms, phone calls

and email. Refer to http://voice-terms.getit.in/ for terms of use.

5. GETIT.INGETIT’s online local search is available on www.getit.in. Armed with an extensive database of products &

services providers, across all industry segments, www.getit.in is on its way to shaping India’s local search. It

allows efficient filtering of information to arrive at the most relevant results, almost instantly.

Getit.in enables micro, small and big enterprises to have a meaningful presence on the local search engine

while appropriately showcasing their products & services to an action oriented audience.

Key service offerings of Getit.in include:-

1. Searchable company listings

2. Online promotions by way of SEO / SEM

3. Pay per action models (CPC, CPA, CPL)

4. Branding solutions

5. Website designing & hosting

6. Business leads management... and more.

Home page

Search results page

Detailed listing

Location Map

CARREERS WITH GETIT

Where challenge translate into opportunity-into carreer

Learning , teamwork, growth, cross functional exposure. Joining GETIT translates into continuous

opportunities to hone your skills and translate it into a career. GETIT team comes together with a variety of

skills and backgrounds to create the winning combination of being the leaders in the industry.

GETIT is not just the first choice for customer. It’s also the first choice for brightest and best team

players who are looking for the best career opportunities. At GETIT we give bright, energetic people the

opportunity to build a career that will meet their aspirations.

The GETIT sales training is the most sought after in the industry providing the cutting edge insight into

the directional media knowledge and sale process.

At GETIT every obstacle is a challenge to be overcome. Today it is merging as a diversified group

with interests in print, voice, online and classified.

Sampling Method

The sampling procedure used was convenience and judgment sampling, as in questionnaire was administered

at Offices in Delhi NCR. Tools for data collection

Interaction with Respondents was in the form of face-to-face interviews and with the help of questionnaire.

The questionnaire consisted of a set of questions, asked to the respondent for his/her response; the

questionnaire was structured and non-disguised. It was done in a prearranged order and the object of the

research was revealed to the respondent. The questionnaire consisted of combination of open ended and close-

ended question.

MARKETING MIX

The idea of marketing mix was first conceived by Prof. Neil H. Bordon of Harvard Business School,

according to him “the marketing mix refers to the apportionment of efforts, the combination, the designing

and the integration of the elements of the marketing into a program or mix which on the basis of an

appraisal of the marketing force will best achieve the objectives of an enterprise at a given time.”

The marketing mix is a very important concept in present marketing environment.

McCarthy has popularized a four-factor classification of these tools called

FOUR Ps:

(i) Product (ii) place (iii) price and (iv) promotion.

There are various types of tools within these four Ps.

Product: Variety, Quality, Design, Features, Brand name, Packaging,

Sizes, Services, Warranties, Returns.

Price: List price, Discounts, Allowances, Payments, and Credit Terms

Place: Channel, Coverage, Assortments, Location, Inventory, Transport

Promotion: Sales Promotion, Advertising, Sales Force, Public Relation, Direct Marketing.

MARKETING RESEARCH PROCESS

In carrying out there marketing responsibilities marketing manager need a great deal of information.

Despite the growing supply of information, managers often lack enough information of the right kind or have

too much of the wrong kind or have too much of the wrong kind. To overcome these problems, many

Companies are taking steps to improve their marketing information system.

The MIS (Marketing Information System) develops information and helps managers to use it more

effectively. Internal records provide information on sales, Costs, inventories, cash flow and account receivable

and payable. Such data can be obtain quickly and cheaply, but often be adopted for marketing decisions. The

marketing intelligence system supplies marketing executives with everyday information about developments

in the external marketing environment. Intelligence can be collected from Company employees, Customers,

Suppliers and resellers, or by monitoring Published reports, conferences, advertisement, competitor Actions

and other activities in he environment.

Marketing Research involves collecting information relevant to a specific problem facing the company.

Every marketer needs marketing research, and most large companies have their own marketing

research departments. Marketing research involves a fort steps process.

The first step Consist of the managers are researcher carefully defining the problem and setting the

research objectives, the objectives may be exploratory, descriptive or casual.

The second step Consist of developing the research plan for collecting data from primary and

secondary sources. Primary data collection calls for choosing a research approach (observations, survey and

experiment); choosing as contact method mail, telephone or Personal); designing sampling plan, (whom to

survey, how many to survey and how to choose them); and developing research instruments (questionnaire,

mechanical).

The third step Consist of implementing the marketing research plan by collecting Processing and

analyzing the information.

The fourth step Consist of interpreting and reporting the finding. Further information analyze help

marketing manager to apply the information and provide advance statistical Procedures and modes to develop

more rigorous findings from the information. Finally the marketing information system distributes information

gathered from internal sources, marketing intelligence, and marketing research to the right managers at the

right managers at the right time, the marketing research may be summarized as Follows:

The Marketing Research Process

Defining the problemAnd Research objectives

Developing the ResearchPlan for collecting information

Implementing the research Plan

Collecting and analyzing the data

Interpreting and reporting the Findings.

RESEARCH METHODOLOGY

“All Progress is born of inquiry doubt is often letter than overconfidence for it leads to

inquiry & inquiry leads to invention”

The above maxim clearly brings out the significances of research for any development growth to take

place.

The research under taken for this project is both descriptive Analytical in nature. It is descriptive

because it attempts to describe the state of affairs, as it exists in the cellular market at present. It is analytical

for it user available facts information for analysis to made a critical evaluation of the material.

Further this repost is a result of both qualitative quantitative researches. For qualitative research

Projective techniques like open ended have been put to use quantitative research has helped to quantity data

into information.

RESEARCH DESIGN

A research design is the arrangement of the conditions for collecting, analysis of data in manner that

aim to combined relevance to the research purpose with economy in processor that is to save the time and

costs. In this particular Project I have to find out the potential Retailer and to analyze the market scenario of

Airtel Product.

Research Technique

To start working upon the project, I adopted the following research techniques.

1. Survey of potential retailer and Subscriber through questionnaire.

2. Daily visit to the different Prospective Retailer.

Method used in Processing the Data:-

I surveyed Shopkeepers of various classes such as P.C.O., General Stores, Book stale; Stationary,

Medical Stores, Net café, Pan Shops, gift shops, Photo state, Electronic shops Mobile Shops. I have used

Percentage method and comparative study method to analyze the information that gathers from the

questionnaire and informal meetings.

HORIZONTAL MARKETING SYSTEM

In the Horizontal Marketing System two or more unrelated companies put

together resources or programs to exploits an emerging marketing opportunity.

Each company lacks the capital, know-how, production, or marketing resources to

venture alone, or it is afraid of the risk. The companies might work with each

other on a temporary or permanent basis or create a separate company. Adler calls

this symbiotic marketing.

DISTRIBUTION CHANNELS

Marketing Channels

Most producers work with marketing intermediaries to bring their products

to market. The market intermediaries make up a marketing channel it is also

called distribution channel, in other words

Marketing Channels are the sets of interdependent organizations involved in

the process of making a product or service available for use or consumption.

MARKET CAPTURED BY GETIT INFOSERVICE PVT.LTD.

Registered Office Delhi 8B, Bahadurshah Zafar marg, 1st Floor, I.T.O., New

Delhi – 110002

011 4255 5500 / 66

Corporate Office (North) Noida A13, Sector 63, Noida – 201301

0120 479 2800

0120 242 7513 [email protected]

Corporate Office (South)

Bengaluru 5th Flr, Ranka Chambers, 31, Cunningham Road, Bengaluru – 560052

080 2225 5555


Branch offices Ahmedabad B-607, Ganesh Plaza, Opp. Navrangpura, bus stop,

Off. C.G.Road, Navrangpura, Ahmedabad – 380009

099 2524 6977

Baddi City Square G-5, Ground floor,Sai Road,baddi, Disst Solan, Himachal – 173205

Belgaum 14, “Shri Krishna Towers”, 2nd Floor, RPD Cross, Khanapur Road, Tilakwadi, Belgaum - 590 006

0831 420 5200 / 420 5202


Bhubaneswar Plot No. 2090, Jayadev Vihar, PS- Nayapalli, Bhubaneswar – 751013

969 297 0297

[email protected]

Bikaner Nr. District Court, Govt Press Road, Shree Complex Ground Floor, Bikaner – 334001

0978 243 330

0294 510 6666

Calicut Vyapari Bhavan Building, Near 6th Gate,Road, Nadakkavu,- 673011

0495 409 5555


Chandigarh SCF-28, 2nd Floor, Sector-23 C, Near To Cafe Coffee Day, Chandigarh – 160023

0172 500 5131


Chennai No. 25, Dr Radhakrishna Salai, Mylapore, Chennai – 600004

044 444 55555 / 444 44445


Coimbatore 57, Race Course Road, Behind Jayam Hall, Cbe – 641018

0422 221 5555 / 433 5555


Delhi 202, Ashoka Palace, 877, East Park Road, Karol Bagh, New Delhi

Durgapur 4/18, Uday Shankar Bithi, Non Company, City Centre, Durgapur: 713216

987 408 1551

[email protected]

Ernakulam 40/875, Pailypillai Towers, 3rd Floor, MG Road, Cochin – 682011

0484 409 5555


Erode283, Natchimuthu Gounder Building Above Pazhamuthir Nilayam, Opp EB Office EVN Road, Erode - 638 011

0424 427 0000


Faridabad SCO, 75/76, Sector–15, Faridabad

Gurgaon211, 2nd Floor, DLF Qutab Plaza Market, DLF Phase-1, Near Sikander Pur Metro Station, Gurgaon, Haryana – 122001

Hubli #40 & 41, 2nd Flr, Eureka Junction, T B Road, Deshpande Nagar, Hubli – 580020

0836 425 7000


Hyderabad 304, V.V. Vintage Plaza, Raj Bhawan Road, Somajiguda, Hyderabad – 500082

Jaipur C-92, Lal kothi Scheme, Janpath, Jaipur – 3020150141 444 4400


Jalandhar Avtar Nagar Road, Avtar Nagar, Jalandhar, Punjab – 144008

0141 444 4400

0141 4444 400

Jodhpur 1A, Sector 7, New Power house Road, Jodhpur – 342005

0291 513 1111

0291 261 7555

Kanpur 96/5,MCS Honda Builinding, Lower Ground, Chunni Ganj, The Mall , Kanpur – 208001

0512 392 2134 /135 /136 /137

Karnal S.C.O-391. 2nd floor Mugal canal, karnal – 132001

0512 392 2134 /135 /136 /137

Kolkata 10th Floor, Block B, 50, Chowringhee Road, Kolkata – 700071

033 4003 2411 - 16


Kota B/130, Gali No.6, Kherli Phatak,Subhash Colony, Kota – 324001

0966 002 0157

Lucknow B-67, Laxmi niwas, Sector-C, IInd Floor Mahanagar, Lucknow – 226006

0522 307 5261 / 65

LudhianaSCO 12, Cabin No.2, 2nd Floor, Above Swani Motors, Opp. Ludhiana Stock Exchange, Feroz Gandhi Market, Ludhiana, Punjab – 141001

0161 464 3945 / 464 3946


Madurai 48, Raj Krushna Plaza, 2nd Flr, Bye-pass road, Madurai – 625010

0452 444 4445


Mangalore 3rd Floor, ‘B’ Wing, Ram Bhavan Complex, Kodialbail, Mangalore – 575003

0824 424 9000


Meerut 259/1 Mangal Pandey Nagar, Commercial Belt, IIIrd Floor, Meerut – 250003

0121 405 4968

Mumbai 118, Corporate Avenue, Sonawala Road, Goregaon (E), Mumbai – 400063

022 4444 4400 / 4244 8244


Mysore 606, Shakti Complex, Panchmanthra Road, Kuvempu Nagar, Mysore - 570 023

0821 400 0000 / 254 0318


Noida B - 118, Sec- 64, Noida- 201301

Pali C\o Ulmft Singh, Railway Station Road, Nr. HDFC Bank, Pali – 306401

0773 789 9448

Pune Friends Paradise, 1205/2-3, Shirole Marg, Opp. Sambhji Park, J.M. Road, Shivajinagar Pune-411004

020 4120 5573

Pondicherry No 44, 1st floor, 100 feet road, Natesan Nagar, Pondicherry – 605005

0413 653 8888 / 653 8889


Rewari Sco 3, 2nd Floor, Model town, Rewari, haryana – 123401

Salem M.R Complex,1st Floor, Kanakkapillai Street, Alagapuram, Salem – 636016

0427 455 4444


Siliguri Gr Floor, Ashrampara, Ramkrishna Rd. Near Aamtola Club, Siliguri- 734401

983 009 9828

[email protected]

Thrissur Capital Towers, 2nd Floor, Patturaikkal, Thrissur – 680022

0487 606 0099

Tirunelveli No. 66, Princy Plaza, South Bye Pass Rd, Near New Bus Stand Tirunelveli – 627005

0462 645 2333 / 645 2555

[email protected]

Tirupathi 62/1, Binny Main Street,Moorthi Complex,Road, Tirupur – 641601

0877 222 6753

Tirupur 41/A, 3rd Flr, Best Complex Kumaran Rd, Tirupur – 641601

0421 435 5555

0421 434 2999

Trichy C-119, 2nd Flr, 6th Cross North East Extn, Shastri Rd, Thillai Ngr, Trichy – 620018

0431 422 0111


Trivandrum S.S Plaza Pazhaya Road, Opposite ICICI Bank Medical College P O Trivandrum – 695011

0471 606 1010


Udaipur 377-378, Pratap Cottage, Road No.10, Ashok Nagar, Udaipur – 313001

0294 510 6666


Vellore E2, AKP Complex, Arcot Road, Rangapuram Post, Sathuvachari, Vellore – 632009

0416 225 3303 / 225 4620


Vijaywada 40-1-74, Opp SBH Patamata Branch, Near NTR Circle, Patamata, Vijayawada – 520010

0866 663 0663


VisakhapatnamH.No. 46-19-5, Cabin No.T-7, Visakha business centre, Behind Big Bazar, Mandavari street, Dondaparthy, Visakhapatnam – 16

COLLECTION OF DATA AND ITS PROCESS

PRIMARY DATA

The primary data was generated through extensive use of a structured questionnaire, which had both the open

end and close-ended questions. They were conducted in Delhi NCR and the data collected was used for the

purpose of analysis and interpretation.

SECONDARY DATA

The second data was collected from the following sources:

7. Books

8. Website, etc

(Details are given in the Literature Review at the Report)

SAMPLE SIZE

A total of 100 respondents were interviewed during the survey, the input from these respondents which was

collected in Delhi NCR formed the primary data for the study.

RESPONSE CODE FROM THE CUSTOMERS

TABLE-1

Table showing Gender Classification

Gender Number of

Respondents

Percentage

Male 68 68%

Female 32 32%

Total 100 100%

ANALYSIS AND INTERPRETATION

As observed from the given table and Graph the sample constitutes of 68% male respondents and

32% female respondents. There is a quite a lot of difference between the number of males and

females in the sample.

In near future the percentage will definitely increase with the increase in the Female E-awareness.

GRAPH

68%

32%

MaleFemale

TABLE-2

Table showing Age Classification

Age Group Number of

Respondents

Percentage

Below 20 20 20%

20 – 25 36 36%

25 – 30 34 34%

Above 30 10 10%

Total 100 100%


As it can be observed from the given table, the major portion of sample (36 %) is constituted of

people in the age group between 20-25 years, and also a portion of sample i.e. (34 %) of

respondent are in the age group between 25-30 years, (20%) of the respondent are in the age

group below 20 years, and the rest (10%) of the respondent are in the age group of above 30

years.

This states that the advertisement should target more of the Young citizens to increase the

awareness of their products or services which in turn increases their sales revenue and help in

business to grow.

GRAPH

TABLE-3

Table showing the Occupation of Respondent

OCCUPATION No. OF

RESPONDENTS

PERCENTAGE

Student 40 40%

Employee 25 25%

Self-employed 25 25%

Others 10 10%

Total 100 100%


As seen from the above table and chart, majority of the respondent (40 percent) are college

students, (25 percent) are engaged in business. (25 percent) are employees of various sectors like

IT Professionals Charted Accountants, Lawyers, College Professor. (10 percent) are others

constituting housewives & children.

This shows that mainly college students are interested in browsing. So it is preferable for the

Advertiser to concentrate mainly on the College Students to promote their Ads and influence them

in increasing their sales activities

GRAPH

40%

25%

25%

10%

Student

Employee

Self-employed

Others

TABLE-4

Table showing the Frequency and Duration spent in Surfing

No. Of Respondents < 1 hr 1hr-2hr 2hr-3hr > 3 hr

Weekly Twice 47% 42% 29% 18% 11%

Weekly Once 30% 27% 40% 23% 10%

Fortnightly 18% 18% 39% 27% 16%

Monthly 5% 20% 40% 20% 20%


From the above table and graph it is clear that 47 respondents browse weekly twice, 42 percent spent less than

one hour. 29 percent of the respondent spend one hour to two hour. 18 percent of the respondent spent two

hour to three hour and 11 percent of the respondent spent more than three hours in browsing.

30 respondents who browse weekly once 27 percent spent less than one hour 40 percent of the respondents

spend one hour to two hour, 23 percent of the respondents spent Two hour to three hour and 10 percent. The

respondent spent more than three hour in browsing.

GRAPH

Frequency and Duration Spent in Browsing

< 1 hr 1hr - 2hr 2hr - 3hr > 3hr0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Weekly twice

Weekly once

fortnightly

Monthly

TABLE-5

PERCENTAGE OF RESPONDENTS CHECKING ONLINE ADVERTISEMENT

Particulars Checking Online Ads

Yes 55%

No 45%

Total 100%


From the Data collected, all the Respondents are aware of online Advertisement while only 55% of the

respondent check the Advertisement displayed on the Web and the rest of 45% do not check many of the

Advertisement displayed on the Net. So if the Ads are such that with creativity and informative even those

45% can also be converted and included in the 55% list.

GRAPH

55%

45%

YesNo

TABLE-6

Various Aspects for Surfing

Reasons For Checking Advertisement Percentage

Purchasing 22%

Entertainment 35%

Financial loan 14%

Academic 9%

Jobs 20%


As observed from the Above table and Graph it clearly indicates that main aspects of surfing the web is

for Entertainment purpose which comes to 35%, followed by Purchasing i.e. about 22%, jobs related sites

which is nearly 20%, Only then comes of the respondent. Finally Academic and jobs with 9% and financial

loans 14% respectively.

This clearly indicates that even if the Respondents are aware of online Advertisements they view

mainly for entertainment than for Purchasing of the Products or Services.

GRAPH

26%

41%

10%

23%

PurchasingEntertainmentAcademicJobs

TABLE-7

IS THE ONLINE ADVERTISING IS USEFUL?

Particular No Of Respondent(In Percent)

Yes 68%

No 32%

Total 100%


As observed from the above table and graph it is clear that online advertising is useful for 68% of the

people and rest of the people don’t prefer online advertising as a useful thing. because they are sometime felt

mislead by an internet advertising or they don’t trust the internet advertising.

GRAPH

68%

32%

yesno

QUESTIONNAIREQUESTIONNAIRE

Date: …………………………….

Trainee Name: ……………………………… Lead: …………………………..Trainee ID: …………………………… Company Name :…………………………………………………………………………………………………………………………………………………

Owners Name: …………………………………………………………………………………………………………………………………………………………….

Landline Number: …………………………………………………………………………………………………………………………………………………………….

Mobile Number: ………………………………………………………………………………………………………………………

Website: ……………………………… Email ID:………………………………………………………

Address: ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………. ………………….. Pin Code: ………………………………………………

Area known by other name: ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………

Line of business: ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………

Business Type: MANUFACTURER SERVICE PROVIDER

DEALER/RETAILER AGENT/FRANCHISEE INSTITUTE WHOLESELLER/DISTRIBUTER EXPORTER/ IMPORTERProducts: ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………..Brands: ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………

Would you be interested in the paid services offered by GETIT?

Immediately after 3-6 months After 1 year Not interested

Thank you Sir / Mam for the update. This is to inform you that we will be publishing these details on our website and directory and customers asking for your business details will be provided with the same.

Customer Signature & Stamp : ……………………………………………..

FINDINGS OF THE STUDY

This study was conducted with a view to know that whether Online Advertising is effective. It has been

observed that there are many factors, which effect this statement of Problem like Occupation, Age, life style

social factor, For this purpose a structured questionnaire had been designed and analyzed. After analyzing the

data the following factors have been found out as major causes for the Online Ads Effectiveness

The percentage of Male browsing the net are more than that of Female.

Most of the internet users are in the age group of 20-30years with 35% which indicates

that

youngsters are using more net than that of the other community.

Most of the student community use internet more than that of the other occupation as it is

a

means of entertainment so the advertiser should target the student community to influence

their effectiveness.

Compared to that of the students self-employed business people browse more for

purchasing products and students browse more for information and entertainment.

The study clearly stated that most of the internet users surf for entertainment and

information rather than for purchasing on the Net.

Internet with such high penetration still 53% of the respondents have not purchased any

products or services online.

Most of the respondents who have purchased online have not involved themselves in

purchasing frequently and even the cost of the purchase is also too low where it do not

involve much risk.

Almost 60% of the people who browse the Net check online Ads while browsing only if

they are interesting and informative.

CONSTRAINTS & LIMITATIONS

The sample size is limited to 100 Internet users hence the result of the study cannot be taken as

universal.

Findings of the survey are based on the assumption that the respondents have given correct

information..

Since the respondents had to fill the questionnaire while busy with their hectic schedule, many people

were reluctant to answer.

The study was conducted only in Delhi NCR and therefore, several other potential samples outside the

city were neglected.

CONCLUSION

Is Advertising on the Internet a viable option? I have looked at this question in terms of effectiveness,

profitability, and marketing methods. Internet advertising offers increased awareness of companies, an easy

method to distribute information, advanced methods of targeting consumers, an immediate and direct line to

the customers, and reduced costs in performing these tasks. The only negative aspect is that consumers have to

conquer their fears of the Internet - the fear that ordering through an on-line advertisement will get lost in the

void of cyberspace. Fears always come with new technology, but it does not take long for people to adjust. As

people get more accustomed to finding their product information on the Web, more and more readers will

actively seek out Internet advertising sites. Finally Do not try to do "anything and everything" to get the

buyer's attention. Everyone who comes to site isn't going to buy. The harder you try to get their attention and

force them to read your ads, the more they will try to escape.

RECOMMENDATIONS

Go International with multiple language:

Offer your web site in multiple languages. Like many sites come in Dutch, Spanish, Slovene, French, Czech,

German, Russian, and Italian. Translation service on websites is also good which will help retain customers.

Use of multi-media

As we have seen the potential for banner and Internet ads, informative and creative ads are also preferred

therefore hot new designs and innovative sales concepts should be developed. Obviously, the biggest bridge

to cross is download time. If a little radio-like audio message that plays from your site upon a click of mouse

or a T.V-mini commercial that plays at your banner on click of a mouse, it will be much more effective and

interesting.

Use Banner Ads that Give Viewers Chance to Interact with Banners

Interactive banner designs can be used wherein the client can print out a product sheet from the banner itself,

order a product through a secured order form on the banner itself, click which button he prefer and be directed

to a specialized product marketing page.

Free offers

The word free is just as effective in advertising online as it is offline. By sponsoring a freebie, a simple name

submission drawing can also get viewers to go through ads in the process they become aware of the

advertisement.

Sponsor a contest

People love to win ANYTHING! Offer your product or service as a prize. When a winner is selected, their

name web address and a link to the site can be published. Adding a reciprocal link is a professional way to

say thank you and is of no cost to the advertiser.

Web site testimonials

Build trust or confidence in your online business by using testimonials. A direct quote with the permission of

the customer is a nice touch. Listing a name and e-mail address it acts as a reference that is easy and quick.

Keep the testimonials to one or two sentences and keep it simple.

Target Audience

Keep your target audience in mind. Business people aren't going to have the time or inclination to participate

in game-type ads. On the other hand, teenagers love them. If your target group is younger people, games

might be the thing for you. Design your ad to meet the preferences of your target customer.

Include statistics

When you make a sales claim, back it up with information, including statistics. You might say, "Our

saucepans have a non-stick coating that's guaranteed for life. In actual, in-home testing, food did not stick to

our saucepans 98.3% of the time."

Provide content on your site

As you surf the Web take note of information that supports your advertising claims. Surveys, research,

reports, testimonials, etc. can all provide valuable information that could move a customer from the point-of-

decision to the point- of-purchase.

Offer a free report

Give away information free with a purchase or subscription to your newsletter. Since information is what

surfers are looking to receive, it will work as a big incentive.

Few tips that will help in making a connection with the clients:

1. Use “you or your” instead of “we or us.”

2. Include personal examples rather than general examples. If writing to hair stylists, include examples

specific to them.

3. Know your target audience very well. This is the only way you will be able to communicate with them on a

personal level.

Write using the language of your target audience. Include industry buzzwords.

BIBLIOGRAPHY

BOOKS

Arens & Bovee (1994): Contemporary Advertising (5th ed.)

Black & Højberg (1989): Håndbog i public relations

Bornman & von Solms (1993): Hypermedia, Multimedia, and Hypertext -Definitions and Overview

Burstein & Kline (1995): Road Warriors - Dreams and Nightmares along the Information Highway

CyberAtlas (1996): The Internet Research Guide

MAGZINES

Business World

Global World - IT Sector

Businss Today

Fortnight IT Mac

WEBSITES

www.cyberatlas.com

www.economist.com

www.findsvp.com/features/newinet.html

www.pathfinder.com

http://www.findsvp.com/features/newinet.html

http://www.economist.com/

http://www.cyberatlas.com/

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