brand promotion of world of moms.com

A project report on

BRAND PROMOTION OF WORLD OF MOMS.COM

SUBMITTED IN PARTIAL FULLFILMENT FOR THE AWARD

OF

POST GRADUATION DIPLOMA IN MANAGEMENT

UNDER GUIDANCE OF

Prof J.KAVITA

(Associate dean academics)

BY

ARUN PATEL

(14\069)

(2014-2016)

INSTITUTE OF COMPUTERS AND BUSINESS MANAGEMENT-

SCHOOL OF BUSINESS EXCELLENCE

HYDERABAD-500048

BONAFIDE CERTIFICATE

Certified that this project report BRAND PROMOTION OF WORLD

OF MOMS.COM” is the bonafide work of “ARUN PATEL” who has

carried out the project work under my supervision.

SIGNATURE SIGNATURE

Acknowledgement

Its great pleasure in presenting this report on the topic “STUDY ON BRAND PROMOTION OF

WORLD OF MOMS.COM WITH SPECIFIC TO HYDERABAD as a partial fulfillment of PGDM

course under ICBM-SBE.

Learning never ends and no one teaches more than what practical experiences teach us. Working with

FIRSTCRY.COM has been a great practical experience for me as I have learned many issues related to

CLASSIFIED SERVICES and I could apply my theoretical knowledge in the practical field of work.

My deep sense of gratitude and sincere thanks to Dr.S.Zarar&Dr.RituZarar, Principal and Director-

INSTITUTE OF COMPUTERS AND BUSINESS MANAGEMENT, who helped me in successful

completion of the project . And my special thanks to Prof.J.KAVITA who helped me all the way for

my success in future.

I am extremely thankful to Mr.MUKUL MISHRA, ACCOUNT MANGER HEAD (HYD),

FIRSTCRY.COM who had been my company guide and gave me proper guidance starting from the

beginning of the project.

My sincere thanks to project guide Prof. J.KAVITA for helping and guiding me in bringing out this

report in a presentable fashion.

ABSTRACT

worldofmoms.com is one of the best free listing program which can give information to the

customer at all levels it is an initiative from the house of firstcry.com, Asia’s Largest Online

Store for Baby and Kids. It is an online social platform for moms to connect, share and help each

other through the journey that is motherhood. www.worldofmoms.com is a space where moms

can build and grow a community .We aim to become India’s most loved mommy community,

helping moms to find peer moms to resolve their queries, make parenting fun, grow their

businesses, and create a one stop shop for all their needs.

This study is descriptive study and the sampling technique here used is random sampling. The

sample size is 93 selected from the population of HYDERABAD. The data is collected with the

help of structured questionnaire, which includes multiple choice questions.

The next step in the research process is analysis and interpretation of the data collected from the

respondents. This analysis and interpretation is done with the help of graphs and Tabulation,

They are prepared with the help of MS Excel software

With the help of Analysis and interpretation the findings are drawn which includes whether

consumers are aware of classified services do online advertisement effect their purchase

behavior. With the critical Analysis and Interpretation the Suggestions are drawn on how to

improve Online Advertisement in order to attract much of the viewership and to increase the

purchasing efficiency and also to improve the methods of classified services. Finally a

conclusion, where the briefing and the topic aspects is been given with few suggestions, finally

concludes the Project Report.

DECLARATION

I signed hereby declare that to my knowledge and belief that the project work titled

-“PROJECT REPORT ON BRAND PROMOTION OF WORLD OF MOMS.COM”

presented solely by me and the study was conducted in the Hyderabad, A.P. The work done and

empirical findings in this report are based on the data collected and have not been submitted to

any other University or Board for the award of any other degree or diploma.

Date- ARUN PATEL

Place-Hyderabad (Student Signature)

Table of Contents

Chapter Title of the chapter Page Number

1 Introduction

Objectives of the study

Scope of the study

Research Methodology

Limitations

8-15

2 Review of literature 16-23

3 Industry profile

Company profile

24-48

4 Data Analysis and interpretation 49-61

5 Findings

Suggestions

Conclusions

62-64

Annexure 1

Questionnaire 65-68

sources Bibliography 69

List of Figures

Chart Number Title of the Chart Page Number

1. Representing the percentage of respondent using internet.

50

2. Representing the percentage of time spends on social networking site.

51

3. Representing the percentage of awareness of classified services.

52

4. Representing the percentage of awareness of Internet classified services.

53

5. Representing the percentages of services are interest of respondents.

54

6. Representing the percentage of years of using internet classified services.

55

7. Representing the percentage of aware about world of moms.com.

56

8. Representing the percentage of use want to of services for your Promotion.

57

9. Representing the percentage of aware about the promotion offer.

58

10. Representing the percentage of like subscribe to WORLD OF MOMS.COM.

59

11. Representing the percentage of above promotional offer would you like to avail off.

60

12. Representing the percentages of rate given by respondents WORLD OF MOMS.

61

Introduction

The project is undertaken to measure the brand promotion of WORLD OF MOMS.COM in

around HYDERABAD, measuring the brand promotion of a particular company’s brand is of

vital importance since it indicates the number of people who are aware as well as what values

they add to the particular brand in a given period of time and it also highlights the effectiveness

of the different advertising or promotional tools used for the purpose.

Promotion is the key metrics that any company would use to increase their brand strength.

Promotion in simple terms - how to promote brand? Usually, awareness is measured through surveys

that ask participants a series of questions like “What brand comes to your mind if you want to join the

company? In general, companies measure unaided awareness- what % of survey participants mentioned

the brand without any kind of hint. It is the consumers’ ability to recognize or recall (indentify) the

brand within a given product category in sufficient detail to make a purchase decision.

It also means that the consumer can purpose, recommend, choose or use the brand. The

objectives of the most advertising campaign are to create and maintain brand preference. The

first step is to make potential consumers aware of a brand’s existence.

World of moms.com has a unique track record of innovative research, product development

and services. It is an important benchmark for the classified industry in respect of its

production, marketing and personnel management processes.

World of moms.com is proud of its many innovations over the years and realizes that

innovativeness is an essential characteristic of leadership.

In this project, I went into a search for details regarding the brand promotion of world of

moms.com.The analysis was done with the help of the data collected through questionnaire

taking the sample size of 93 in Hyderabad. I have tried to throw a clear light towards the level

of brand promotion of world of world of moms.com.

Objectives of the study

• To study the awareness level of the prospect customer.

• To study which promotional tool is effective to increase the awareness level among the

people.

• To see whether brand promotion influences the buying behaviour or not.

• To know how to maintain and improve brand awareness and to build brand loyalty.

SCOPE OF THE STUDY

To find how far people are aware and attracted towards the brand name of particular

product and services.

The preference level of the customers in different ways towards the branded products and

services can be studied through this project.

Research MethodologyMethodology is defined as the study of method by which we gain knowledge it deals with the

cognitive then processes imposed on search the problem arising from the nature of its subjects

matters. Data becomes information only when a proper methodology is adopted. Thus we can

say methodology is a tool which processes the data to reliable Information.

1. Research: Qualitative and quantitative

2. Data: Primary data: survey by structured questioners

Secondary data: Through Published websites

3. Research Approach: Survey method

4. Research Instrument: Questionnaire

5. Type of Questionnaire: Structured

6. Type of Questions: Close-ended and Open-ended questions

Research design

A research designed is the arrangement of conditions for collection and analysis of data in a

manner that aims to combine relevance to the research purpose. It is the blue print of the

collection, measurement and analysis of data. It can also be said as a purely and simply the

framework or plan for the study that guides the collection and analysis of data. We have adopted

descriptive research design for the project.

Descriptive Research Design

The research designed used here is the descriptive research designs which are concerned with

describing the characteristic of a popular individual of a group. The data collected here may

relative to the demographic or the behavioral variables of the respondent study.

Sampling

Research conducted by considering only a few units of population is called as sampling.

Sampling size

The main focus of the study is on Online advertisement this faction of study is descriptive in

nature. The total sample size is 93.

Sampling techniques

The sampling technique adopted in the current study is random sampling.

Method of data collection

There are two main sources of data namely

• Primary data

• Secondary data

Primary data

Information that is obtained directly from first-hand sources by means of survey, observation or

experimentation .Primary data original data from which the researcher directly collects Data that

have not been previously collected. The data has been collected from school to schools Survey

and opinion of the customers such primary data is generated through questionnaires.

Secondary data

The secondary data contains data which have already been collected and complied by someone

and the data have been passed through statistical process. Data that are not originally collected

but rather obtained from published or unpublished sources is known as secondary data.

Questionnaire design

The research has taken only used multiple choice question to collect the necessary data from the

respondent

Period of studies

Thus project work was carried out during the period may2015-June2015.

LIMITATIONS OF THE STUDY

1. The sample size is limited to 93 principals hence the result of the study cannot be taken as

universal.

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

information.

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

people were reluctant to answer.

Review of literature

According to 1Crockett, Robert O. Promotion refers to raising customer awareness of a product

or brand, generating sales, and creating brand loyalty. It is one of the four basic elements of

the market mix, which includes the four P's: price, product, promotion, and place.

Promotion is also defined as one of five pieces in the promotional mix or promotional plan.

These are personal selling, advertising, sales promotion, direct marketing, and publicity. A

promotional mix specifies how much attention to pay to each of the five factors, and how much

money to budget for each.

BRANDINGAccording to 2McCarthy, Jerome E. A brand is a name, symbol, term, sign, design, or

combination of each of these things, the purpose of which is to identify goods and services of

one seller or of a group of sellers and differentiate them From competitors. A brand is also the

sum of all characteristics that make a product offering unique. A company can copy a product

but it cannot replicate the brand. In a sense the brand is the “personality” of the product what the

product means to the customer and the set of emotions evoked when the brand is encountered or

used by the customer.

Brand IdentityA brand’s identity is the company’s vision of the brand and the brand’s promise to consumers. It

is also the outward visible identity of the corporate brand or family of brands.

Brand ImageThe brand image is the consumer’s actual view of the brand. Companies will try to bridge the

gap between brand identity and brand image. Consistency is the key element when promoting a

brand or product, and a clear and consistent promotional campaign will help ensure that the

brand’s image and the brand identity are very similar.

Brand Loyalty

https://en.wikipedia.org/wiki/Publicity

https://en.wikipedia.org/wiki/Direct_marketing

https://en.wikipedia.org/wiki/Sales_promotion

https://en.wikipedia.org/wiki/Advertising

https://en.wikipedia.org/wiki/Personal_selling

https://en.wikipedia.org/wiki/Promotional_mix

https://en.wikipedia.org/wiki/Market_mix

People who buy only a particular brand of product or service are considered by marketers to be

“brand loyal.” There are various levels of brand loyalty, from extremely loyal to brand terrorist

and everything in between.

Advertising and Promotion

According to 3Mulhern,Frank(2009)Predecessors to sales be consistent with and support the

overall branding strategy; cause the company to have a more prominent place in the market

communicate the company’s experience and knowledge and help to gain customers.

THE PROMOTIONAL MIX

The promotional mix is the use of different advertising and communication channels in a

coordinated way to run an effective marketing campaign. These coordinated campaigns are part

of an effective integrated marketing communications plan. The four main methods of

Promotion within the mix are advertising, sales promotion, personal selling, and public relations.

The most important factor in determining the optimal mix is identifying the target market. This

can be determined through extensive market research. Once a company knows its target market,

it can then research its use of various media outlets in order to come up with The best

combination of marketing materials to reach the defined target.

ADVERTISINGAdvertising is paid communication brought to audiences through different forms of media such

as television, radio, newspapers, magazines, and billboards. A company uses advertising to

inform, persuade, or remind its target market of its products or services. Comparative advertising

is used to differentiate a company’s products in the marketplace from other similar products.

Advertising Mediums

According to 4Papatla, Purushottam. There are advantages and disadvantages to each media type,

and when selecting the advertising mediums to use, companies must understand who their target

audience is and which the most effective method for reaching them is. Marketers must be able to

divide their budgets among the various media resources in order to stretch them the farthest to

reach the most customers.

Television. Television advertising is the leading medium for reaching Indian audiences. Although a very

expensive form of advertising.

Print Ads. Advertising in newspapers and magazines is another way of reaching customers with a

company’s message. Print ads are effective because of their visual quality and can be run in

many different types of publications.

Radio. Although lacking the visual appeal, radio can be an effective medium for reaching target

consumers.

Internet. The Internet has become an important electronic medium and its interactive quality is unique. It

permits immediacy of purchase and a high level of convenience.

Direct Mail. Mailing advertisements or promotions directly to people’s homes is another commonly used

method of reaching co

Outdoor and out of home.

The majority of outdoor advertising is spent on billboards. Billboards are a popular way of

reaching commuters and consumers in a single geographic location. Other forms of outdoor

advertising (known as “out of home”) include sports stadium ads, bus shelter posters or signage

on buses and taxis.

Advertising TrendsA very popular way of getting a message across is using celebrity endorsements. Advertising

companies are willing to pay for hire celebrities to represent their brands.

Sponsorships. This is a well-used form of promotion and advertising that allows the company to buy into a

sporting event or activity.

SALES PROMOTIONSales promotion consists of many activities used to sell products. They are activities that give

consumers a short-term incentive to make a purchase. Sales promotions are also activities that

change the price and value relationship of a product as perceived by the target audience with the

possible effect of generating immediate sales. It is possible that a sales promotion can also alter

the long-term value of the brand by making what might be a premium product more affordable.

Sales promotions are generally time-bound programs that require participation on the part of the

consumer through either immediate purchase or some other action. The fundamental goals of

sales promotion are tactical, strategic, and ultimate. The tactical goals are to combat a

competitor’s increase in market share, to combat other competitors’ promotional efforts, and to

move brands that are either declining, overstocked, damaged, or not selling fast enough. The

strategic goals are to motivate consumers to switch from a rival brand, to increase product

consumption, to reinforce the marketing communications efforts for the brand, and to motivate

brand loyalty. The ultimate goal of a sales promotion is to increase Sales, profits, and market

share. There are different channels for sales promotions, which include consumer promotions

and trade promotions.

Coupons. Whether we’re cutting them from newspapers and magazines or getting them in the mail,

coupons are a very popular form of sales promotion. E-coupons are another popular form of sales

promotion; they are extremely effective for luring in customers and are redeemed by 57 percent

of the people who click on them.

Sampling. Companies will often send or hand out samples of products in order to attract customers who

may not have purchased their products otherwise.

Sweepstakes and Contests. Sweepstakes and contests are another strategy of sales promotion. Data will be collected from

consumers and they will be entered to win a prize. Companies can use the information that they

collect from entrants in order to develop a mailing list for future promotional campaigns.

Organizations must be sure to print all the guidelines for their sweepstakes or contests in order to

avoid legal entanglements.

Point-of-Purchase Displays. Point-of-purchase (POP) promotional materials are displays that are set up in stores in order to

prominently display products.

Trade PromotionsTrade promotions are geared toward marketing intermediaries as opposed to consumers.

PERSONAL SELLINGPersonal selling uses a personal sales presentation to influence customers to buy a product.

Personal selling tactics are most often used when there are a few geographically concentrated

customers the product is highly technical in nature the product is very expensive or when the

product moves through direct distribution channels.

Relationship Strategies

According to 5Kent, Judy. Developing an effective relationship strategy can be the key to

forming long-term relationships with customers and in turn creating loyalty. Good customer

service and treating customers fairly become the critical first step for ensuring a healthy

relationship.

Loyalty ProgramsMany companies develop loyalty or frequency-marketing programs in order to further engage the

consumers with their products and increase customer loyalty. These programs are very effective

for targeting the company’s most valuable customers.

PUBLIC RELATIONS AND PUBLICITYAccording to 6Berger, John. Publicity is the movement of information with the effect of

increasing public awareness of a subject. An organization’s public relations and publicity

activities are the means to foster its relationships with its various audiences and to communicate

with them. Public relations efforts are undertaken in order to form a favorable view in the public

eye. Favorable publicity can enhance an organization’s image and increase demand for its

products.

SUMMARY

There are many methods used by marketers to attract customers to their brands and products. A

successful integrated marketing campaign will deliver a consistent message that is brought to the

target audience through different mediums of the marketing mix. Advertising and promotional

messages should be consistent and repeated often in order to create a clear image in the mind of

consumers. Ideally, these promotional efforts will result in influencing consumers to try new

products, switch from their preferred products, or purchase more products from a company or

brand. The end goal of all promotional efforts is to increase the company’s product sales and

profits through gaining or stealing market share.

Industry Profile

Indian classified Industry

Indian economy is growing and the market is on an expansion mode. Businesses are looking up

to advertising as a tool to cash on business opportunities. Growth in business has led to a

consequent growth in the classified services industry. Indian classified industry has emerged as

one of the major industries and has broadened its horizons be it the creative aspect, the capital

employed or the number of personnel involved. The industry today offers a host of functions to

its clients that include client servicing, media planning, media buying, creative

conceptualization, pre and post campaign analysis, market research, marketing and branding.

Today all the companies in India and corporate in India have products or services to sell and they

are advertising them via T.V, newspapers, brochures, magazines, radio etc. But its time to take

the promotions online is a effective way of advertising that uses the power of Internet and World

Wide Web in order to deliver marketing messages and attract customers. Different examples of

include contextual ads on search engine results pages, banner ads, advertising networks and e-

mail marketing, including e-mail spam and newsletters..

Online video directories for brands are a good example of interactive advertising. These

directories complement television advertising and allow the viewer to view the commercials of a

number of brands. If the advertiser has opted for a response feature, the viewer may then choose

to visit the brand’s website, or interact with the advertiser through other touch points such as

email, chat or phone. Response to brand communication is instantaneous, and conversion to

business is very high. This is because in contrast to conventional forms of interruptive

advertising, the viewer has actually chosen to see the commercial

History of classified services

As the Internet is now part and parcel of our daily life with a lot of activities being performed

online, it presents a lucrative opportunity for all kinds of businesses. With innumerable visitors

visiting the cyberspace to satisfy their varying requirements, online Advertising of products or

services has become indispensable these days. However, during the initial days, this form of

Advertising was targeted at the elite class of society only. At that time, it was a dream for many

to maintain a computer system and an Internet connection. Therefore, classified services was not

considered a profitable option.

When the world entered the 21st century, the scenario for Internet Advertising showed an

upward trend with huge investment and incredible returns on investment. The concept has gained

so much momentum now a days that if a business is not undertaking any online Advertising

campaign, it is regarded as a big blunder, resulting in the potential loss of revenues. The present

state of affairs of this promotional medium revolves around search engine optimization, pay-per-

click management, display advertising, text advertising, affiliate Advertising, ecommerce

newsletters, website lead generation, and classifieds.

Many experts are of the same view that both web promotional companies and online business

owners currently seek more accountability. The majorities of Internet advertising companies

have a desire to evaluate and find out the efficiency of their campaigns to the limit. Similarly, the

clients are very keen to know precisely how effectual the campaign is and what sort of returns on

the investments can be expected. As a result, the industry has witnessed the development of

numerous innovative and sophisticated tools that allow companies as well as their clients to

obtain meaningful and helpful information implementing different analyses.

One more trend that has been observed recently is the continually mounting costs of pay-per-

click (PPC) that has resulted in the increased disappointment with this form of search engine

Advertising. According to experts, the reason behind such high costs is the huge investments

made by large business concerns. Consequently, online business owners have now turned to the

organic search results delivered through search engine optimization to enjoy so many

advantages. There is currently more emphasis given to user-generated content, improved

conversion rates, location- or language specific campaigns, and E-mail newsletters.

The future of online Advertising is going to be more interactive with elevated bandwidth and

computing speed. Viewing and transmitting videos will be a cakewalk for web surfers. There is

also every possibility of witnessing browser-specific results in the coming days. Social media

will consolidate their dominance further. They will not only make more revenues, but will grab

the attention of more and more users as well. As far as search engine optimization is concerned,

the search engine algorithms and link determination factors will be complicated further, thereby

giving a hard time to online Advertising companies. Websites will be a lot slimmer to enhance

user browsing experience. Last but not least, video search will grow in prominence with the

potentiality to dictate the terms in the world of Internet classified advertising.

Online advertising has to offer:

1. Scalability - Like television commercials, it doesn't cost very much to increase the reach of an

online ad campaign. There is no need to print additional copies of a magazine, or to create and

mail direct-mail pieces.

2. Hot demographics - The online community is more affluent, better educated, and younger

and more willing to spend than the population at large. More and more people go online and the

number is ever increasing.

3. Targeted messages - Unlike broadcast and print media, the Internet allows advertisers to

target exactly who will see their ads, and in what context. Web publications serve every

conceivable audience, from the mass- market obscure niche groups. Beyond that, the technology

leads target customers by their computing platform (PCs or Macintoshes), Web browser (specific

versions of Netscape Navigator or Microsoft Internet Explorer), domain type (.

com, .edu, .gov, .mil, or .net) or individual domains (America Online, IBM, Prodigy).

4. Broad and flexible reach - While the Net cannot yet match television's market penetration,

the size of the online audience is growing very quickly. More importantly, because you buy

online ads by the impression, you can buy as much or as little of that audience as you desire. And

that's true no matter how popular or specialized the site on which your ads run- as a rule,

advertising costs depend on how many impressions you buy, not on the size of a site's audience.

5. Cost-effective - Partly because you pay only for exactly what you're getting, online

advertising can be extremely competitive with other forms of advertising. If you buy 1,000 ad

impressions, for example, you know that exactly 1,000 people will see your ad.

6. Detailed tracking and measurement - Compared to online advertising, traditional media

advertising is like shooting in the dark. The Web allows advertisers to gather detailed

information on who saw an ad, when, in what context, how many times and so on. Better still;

you get this information instantly, not weeks later when it's too late to adjust your campaign. Of

course, not every site currently provides this level of feedback, and not every advertiser

knows what to do with it. Over a period of time, however, this is likely to become one of

Web advertising's most important competitive advantages.

7. The ability to extend the transaction- Traditionally, advertising was a one-way mechanism.

Apart from techniques like toll-free numbers pitched in infomercials and mail-in coupons in print

publications, there was no way for customers to act on the information in the ad. On the Web,

though, interested customers can click, learn more, and actually buy on the spot. There's simply

nothing more powerful.

8. Good Creativity- Creative Design of Home page is very important for the surfer to get

hooked on to the site. Within seconds the user should get an idea about the site and where to go

within it. If the opportunity is missed the user many never return.

In addition to all this the creators of web sites & on line advertising must take into consideration

the factors like

a) How fast does the site download?

b) How easily navigable the site is,

c) What is the domain name?

d) What are the other publicity & advertising activities which building Traffic to the site?

If all such parameters are considered while selecting the web sites for online classified

advertising, the impact of such advertising will definitely be felt. Classified services is one

medium, which helps to generate awareness about the brand being advertised, it can help in

creating an image, it helps in educating the audience and also builds interactivity & direct

response. No other traditional medium has the ability to give all of this.

Company Profile

History

TYPE -------------------- ONLINE SERVICE PROVIDER

FOUNDED ---------------- IN THE YEAR 2007

HEADQUARTER---------PUNE, INDIA

KEY PEOPLE-------------SUPAM MAHESWARI

INDUSTRY-----------------BABY PRODUCT & GOODLIFE

REVENUE------------------ ( RS 68 CRORES )

WEBSITE ------------------FIRSTCRY.COM

BrainBees Solutions was founded by Supam Maheshwari and Amitava Saha in late 2010.

BrainBees Solutions Pvt. Ltd. owns the brands FirstCry.com and GoodLife.com. It’s a 550

people

Company IDG Ventures India led a $14 million Series B round of investment into BrainBees

Solutions Pvt Ltd. SAIF Partners, the first institutional investor in BrainBees, participated

equally in the round. SAIF had invested $4 million in the company in May 2011. Firstcry.com is

Asia’s Largest Online Portal for Baby Products and Toys which has now become the top e-

commerce platform in India for kids’ products, baby care and maternity care items. Exhibiting

over 35000+ items from 250+ top International and Indian brands like Mattel, Ben10, Pigeon,

Funskool, Hotwheels, Nuby, Farlin, Medela, Pampers, Disney, Barbie, Gerber, Zapak, MeeMee

and so on, Firstcry.com targets to provide the best online shopping experience at the lowest

price. Collaborating with 150 vendors nationally and internationally, Firstcry has a robust

logistics and customer support system aimed at delivering the best brands to the customer’s

doorstep at the shortest possible time. Interestingly, FirstCry.com now has the highest repeat

customer base in the Indian e-commerce industry, standing at over 50%. Goodlife.com is the one

stop destination for personal care and lifestyle essentials. Exhibiting over 5000+ items from

250+ top International and Indian brands like Adidas, Calvin Klein Davidoff, EVA, Gillette,

Gucci, Prada Guess, Elle18, L'Oreal Paris, Lakme etc targets to provide products/brands at the

lowest prices. Collaborating with 100 vendors nationally and internationally, Good life has a

robust logistics and customer support system aimed at delivering the best brands to the

customer’s doorstep at the shortest possible time. Goodlife.com now has 60% repeat customer.

The Largest Player in Baby & Kids Ecommerce /A strong team of experts from the Industry

They are divided into Three Categories: -

• Baby

• Kids

• Moms & Maternity

• Baby - Baby Diapers, Bottles and Accessories, Oils and Powders, Footwear, Soaps and

Shampoos, Baby Gear.

Top Brands - Pampers Huggies Baby Hug, Mamy Poko , Johnson and Johnson

• Kids - Frocks, Tops and Tees, Learning and Activity Toys, Watches, PC/Console

Gaming, Knowledge Books.

Top Brands - Gini and Jony , Barbie, Disney Funskool , Winnie the Pooh .

• Moms & Maternity - Breast Feeding, Nursing Wear, Organic and Supplements,

Maternity Books, New Moms Accessories, Maternity Lingerie.

Top Brands - Medela, Pigeon, Avent Chicco Farlin , Uzazi.

http://www.firstcry.com/Uzazi/0/0/406?ref2=moms_maternity_fc_br_6

http://www.firstcry.com/Farlin/2/0/88?ref2=moms_maternity_fc_br_5

http://www.firstcry.com/Chicco/2/0/57?ref2=moms_maternity_fc_br_4

http://www.firstcry.com/Avent/2/0/20?ref2=moms_maternity_fc_br_3

http://www.firstcry.com/Pigeon/2/0/208?ref2=moms_maternity_fc_br_2

http://www.firstcry.com/Medela/0/0/167?ref2=moms_maternity_fc_br_1

http://www.firstcry.com/Maternity-Lingerie/21/273?ref2=moms_maternity_fc_6

http://www.firstcry.com/New-Mom-Accessories/2/173?ref2=moms_maternity_fc_3

http://www.firstcry.com/Parenting-Books/11/171?ref2=moms_maternity_fc_5

http://www.firstcry.com/Organic-and-Supplements/21/244?ref2=moms_maternity_fc_2

http://www.firstcry.com/Nursing-Wear/21/229?ref2=moms_maternity_fc_4

http://www.firstcry.com/Breast-Feeding/2/37?ref2=moms_maternity_fc_1

http://www.firstcry.com/Winnie-the-Pooh/0/0/340?ref2=kids_fc_br_5

http://www.firstcry.com/Funskool/0/0/97?ref2=kids_fc_br_4

http://www.firstcry.com/Funskool/0/0/97?ref2=kids_fc_br_4

http://www.firstcry.com/Disney/10/0/73?ref2=kids_fc_br_3

http://www.firstcry.com/Barbie/0/0/30?ref2=kids_fc_br_2

http://www.firstcry.com/Gini-and-Jony/0/0/830?ref2=kids_fc_br_1




http://www.firstcry.com/knowledge-book/11/142?scat=142@,@,@,@,@,@@@b@@1@0@20@@@@@&sort=popularity&ref2=kids_fc_6

http://www.firstcry.com/pc-console-gaming/5/118?scat=118@,@,@,@,@,@@@@@1@0@20@@@&sort=popularity&ref2=kids_fc_3

http://www.firstcry.com/pc-console-gaming/5/118?scat=118@,@,@,@,@,@@@@@1@0@20@@@&sort=popularity&ref2=kids_fc_3

http://www.firstcry.com/watches/22/275?scat=275@,@,@,@,@,@@@b@@1@0@20@@@@@&sort=popularity&ref2=kids_fc_5

http://www.firstcry.com/learning-and-activity-toys/5/42?scat=42@,@~1540~1541~1542~1543,@,@,@,@@@b@@1@0@20@@@@@&sort=popularity&ref2=kids_fc_2

http://www.firstcry.com/tees/6/26?scat=26@,@~381~382~383,@,@~1108~1109~1121~1583,@,@@@b@@1@0@20@@@@@&sort=popularity&ref2=kids_fc_4

http://www.firstcry.com/frocks/6/168?scat=168@,@~1115~1116~1586,@,@,@,@@@b@@1@0@20@@@&sort=popularity&ref2=kids_fc_1

http://www.firstcry.com/Johnson-and-Johnson/0/0/127?ref2=baby_fc_br_5

http://www.firstcry.com/Johnson-and-Johnson/0/0/127?ref2=baby_fc_br_5

http://www.firstcry.com/Mamy-Poko/0/0/159?ref2=baby_fc_br_4

http://www.firstcry.com/Mamy-Poko/0/0/159?ref2=baby_fc_br_4

http://www.firstcry.com/Baby-Diapers/1/27?scat=27@,@,@,@,@,@@@~621@@1@0@20@@@@@&sort=Popularity&ref2=baby_fc_br_3

http://www.firstcry.com/Huggies/0/0/116?ref2=baby_fc_br_2

http://www.firstcry.com/Pampers/0/0/202?ref2=baby_fc_br_1

http://www.firstcry.com/searchresult.aspx?sale=7&brandid=0&searchstring=brand@@@@1@0@20@@@@&sort=popularity&ref2=baby_fc_6

http://www.firstcry.com/Soaps,-Shampoos-and-Body-Wash/3/12?ref2=baby_fc_3

http://www.firstcry.com/Soaps,-Shampoos-and-Body-Wash/3/12?ref2=baby_fc_3

http://www.firstcry.com/Footwear/6/170?Scat=170@@~780~781~1488@&ref2=baby_fc_5

http://www.firstcry.com/Lotions-Oils-and-Powders/3/14?ref2=baby_fc_2

http://www.firstcry.com/Bottles-and-Accessories/2/32?ref2=baby_fc_4

http://www.firstcry.com/Baby-Diapers/1/27?ref2=baby_fc_1

Babybiz: No kids' stuff

At 27 million, India has the largest number of child births a year. The market size for baby, kid

and maternity products is estimated at Rs 40,000 crore annually, growing 15-20 per cent a year.

Currently, about one per cent of this market is serviced by about half a dozen online companies.

Typically, about 90 per cent of the products in the baby segment are imported. Gross margins for

non-diaper baby and kid products stand at 25-50 per cent, while those for the diapers category

are 15-20 per cent. So, companies primarily focus on driving efficiency in supply chain, in terms

of product sourcing and assortment, warehousing and logistics.

With estimated gross merchandise sales of about Rs 250 crore in 2013-14, Firstcry is considered

the leader in its segment, competing against retail chains such as Mom & Me and a host of online

players. The venture has raised about Rs 90 crore through two rounds of funding from marquee

funds such as SAIF Partners and IDG Ventures.

Earlier this year, the e-commerce space for baby care saw a round of consolidation, with

Hoopos.com merging with BabyOye.com.

Mukul Arora, vice-president, SAIF Partners India, says Firstcry competitive edge is its mix of

click-and-brick model, with a focus on Tier-II and -III towns and a wide assortment of products

and a right last-mile delivery model. Sales from small towns - through the website and stores -

account for half the company's revenues. While its stores follow a franchisee model, each store is

branded Firstcry.com. Maheshwari says the company had opened stores in small towns to help

consumers overcome inhibitions about shopping online. It plans to double the number of its

stores by the end of 2014.

Firstcry follows an inventory-based model, shipping products across the country from four

warehouses in Pune, Delhi, Bangalore and Kolkata. Maheshwari expects the company's business

to turn cash-flow positive by 2014-15, with gross sales of about Rs 400 crore. At the end of

2012-13, revenue stood at about Rs 100 crore.

http://www.business-standard.com/search?type=news&q=Firstcry

Getting the back-end right

This is 39-year-old Maheshwari's second e-commerce venture. In 2000, he founded Brainvisa

Technologies, an e-learning company. In 2007, he sold the company to a US-based group.

Subsequently, Maheshwari and Saha kick-started BrainBees Solutions, which owns Firstcry.com

and Goodlife.com, with seed capital of Rs 2.5 crore, raised from personal resources and friends.

Six months after the venture came about, SAIF Partners put in $4 million of private equity

capital. In February 2012, existing investors teamed up with IDG Ventures to raise another $14

million.

From the beginning, Maheshwari and Saha have focused on keeping the cash-burn low. An in-

house developed point-of-sale IT system helps track each sale at stores or through the portal. It is

estimated this saves at least Rs 1 crore a year in subscription fees to third-party service providers.

To plug cash-burn in the cash-on-delivery service, an automated email or telephone call is made

to each customer who places an order online. Only after the customer confirms the order is the

product dispatched.

Customer engagement has been high on the agenda through extensive use of social media,

discount coupons for repeat buys, assured savings through subscription services, etc. Firstcry

adopted a private label strategy early, and this helped improve margins.

The sister sibling portal, Goodlife.com, is part of the customer retention strategy. Currently,

about 30 per cent of Good life customers are from First cry.

Manik Arora, managing director, IDG Ventures India, feels replicating the strong success of

Firstcry in new categories would be challenging. Maheshwari, however, says leveraging the

existing logistical and technology back-end would help reduce overhead costs.

"As the company scales rapidly, the challenge would be maintaining service quality, as logistics

become more complex," says Epiphany Ventures' Saraf. Though Firstcry is the market leader in

a niche category, Saraf cautions, "This is a marathon, not a sprint, and there are many more

milestones awaiting them."

HYDERABAD: Baby care portal FirstCry.com is set to roll out its same-day delivery across 18

cities at no extra cost. The Valiant Capital and IDG-backed company has roped in logistics

player XpressBees to launch the service in metros and tier-2 cities, with an option of next day

delivery for 51 centers.

"We have been working on the project for seven to nine months in order to build a supply chain

and a hyper-local delivery model. We aim to tap into the baby care consumables market such as.

Wipes, diapers, bath and skincare - products typically sourced from the neighborhood chemist,"

said Supam Maheshwari, CEO and founder of FirstCry.com.

The orders will be fulfilled from warehouses and stock points of FirstCry, which works on an

omni channel strategy with 100-plus physical stores. The parent company of FirstCry, Brainbees

Solution, incorporated in 2010, has been simultaneously developing its logistics arm XpressBees

since 2014

E-tailers building their own logistics and delivery networks for cost

optimization

Online baby-care retailer FirstCry is also looking to scale up its logistics arm Xpressbees for

taking third-party orders while Faaso's current model focuses more on streamlining the delivery

aspect of food-on-demand.

Firstcry.com ropes in Amitabh Bachchan as brand ambassador

MUMBAI: Children-focused e-commerce Company Firstcry.com has picked actor Amitabh

Bachchan as its brand ambassador and said it may raise funds again next year. Chief executive

and founder Supan Maheshwari did not disclose how much the company intends to raise in the

fifth round of funding.

The baby and childcare products retailer has so far raised $36 million in Series D funding led by

venture capital firm New Enterprise Associates and San Francisco based Valiant Capital. It had

received $10 million in the last round earlier this year.

First Cry, launched in 2010 by Maheshwari and Amitava Saha, is owned by Brainbees Solution,

a products supplier for pregnant women and kids. The brand has over 120 brick and mortar

stores across the country.

Maheshwari said the company has mandated Lowe Lintas for the advertising campaign, which

will include six films featuring Bachchan. It will be released by the end of this week.

The CEO did not say how much FirstCry has earmarked as annual advertising budget, but

industry executives ET spoke to pegged it at close to Rs 100 crore.

"An internal research showed that FirstCry was low on awareness despite the fact that repeat

purchase on the website is 50 per cent higher than our closest competitor," said Anuj Jain, the

company's senior vice-president. "We needed to create maximum impact with the campaign.

Amitabh Bachchan brings huge credibility to the brand. He has pan-India appeal and is a

doting grandfather."

According to Jain, the company has made six television commercials around the theme

"Bachchon ki shopping, Bachchon ki khel nahi" (kids shopping is not child's play), which will

run for the next three months. The campaign will also have radio, out-of-home and tactical print

legs. The new ad campaign will be handled by Lowe Lintas's Johnson & Johnson team,

Maheshwari said.

www.worldofmoms.com is an initiative from the house of FirstCry.com, Asia’s Largest Online

Store for Baby and Kids. It is an online social platform for moms to connect, share and help each

other through the journey that is motherhood. www.worldofmoms.com is a space where moms

can build and grow a community that’s By Moms, For Moms. We aim to become India’s most

loved mommy community, helping moms to find peer moms to resolve their queries, make

parenting fun, grow their businesses, and create a one stop shop for all their needs.

First Cry’s customer focus has enabled it to identify and address the shopping needs of parents

across India which also brings with it the expertise, experience and reach that resonates with a

growing parent and mom base. This expertise and understanding of the needs of a mom is

what www.worldofmoms.com aims to address – with ‘Everything for Moms, in One Place’.

Most importantly, we understand that Moms need a space of their own, where they can browse,

share and connect with other moms, in a closed, safe and protected environment. We take pains

to ensure to the best of our ability that all our registered users are women, by allowing access

only through Social Media channels, where we can run a gender check. Moreover, each mom is

special and we recognize and celebrate that, through our effort to Personalize to your Stage,

and Localize to your City.

http://www.worldofmoms.com/

http://www.firstcry.com/

Playschools are an important part for the development of the child

A child is an impressionable entity. And to ensure that the impressions he is exposed to should

be of best quality you need to be educated on certain factors. To nurture your loved one you need

to select the best. The kid needs different avenues at different times when he is growing up, be it

playschools when they are very young or hobby classes when they are a tad grown up. And this

seemingly easy task of selecting an institution becomes a bit of a hassle due to number of

variables involved. And it is imperative that an informed decision be made.

Playschools are an important part for the development of the child, by not only making him/her

ready for their entry into formal education by infusing that all the important confidence and

independence. So utmost care has to be taken, as it is this decision which can help your child in

his all round development and enhance his academic, imaginative, cognitive, socio-emotional

progress of children in the play school. Similarly, to foster his extracurricular activities, be it

singing, painting or any other activity he she excels at, you again need to find out an institution

or a class which hones his skills in an effective manner.

There are many good playschools in metros like Delhi and so are some good preschools in

satellite townships as Noida. And if you’ve got a budding star in your kid who likes to rock it, it

is crucial that he must be enrolled in a dance class which takes proper car of his passion and

aspirations. But in the end it is you who as a parent needs to take the decision about what

facilities will help your child in his complete growth. And one needs to look at all the conditions

before one can actually settle down for a proper establishment. Having prior information as to

what are these institution are about, whether it might be a playschool or a dance class. This

information can be from something very basic like the address to something more specific as

student teacher ratio and other facilities as toys, library, lobbies etc. So evaluate all the options

on the basis of your criteria’s and after you have satisfied yourself on all the fronts, only then

give a go ahead. To learn more about Playschools

Advantages of play schools

Playschools can provide your child a structured environment where they get to choose between

the right and the wrong at an early age. It is said that children learn and understand things during

their early years when they are inquisitive about the things around and have an urge to learn and

explore. Playschools offer such an environment where children are given freedom under

appropriate supervision so that they are guided but still enjoy the liberty to do things on their

own. With rules and chart to be followed by the children, there are set rules which are also given

to the parents in order to make them habitual to a certain schedule where rules such as pickup

and drop off times needs to be followed strictly, similarly parents need to be advised on the

importance of various nutrition which needs to be added to a growing child’s diet. Play schools

make sure that the teachers are trained in a way that the children adapt to the most appropriate

ways to tackle the situation and learn basic manners from early age. Teachers involve various

activities to make the learning more interesting for children so they understand through these

activities and also realize the importance of physical involvement in any task given. Playschool

design a schedule according to the needs and scope of improvement they want to bring in the

lifestyle of the parents to be better parents and what all habits they need to adhere to and what all

to shun. Good programs feature a wide variety of fun activities — including singing, dancing,

arts and crafts, storytelling, free play, and both indoor and outdoor games and projects —

designed to teach children different skills.

Children may also learn some academic basics. For example: counting and the alphabet. Most

importantly, preschool teachers have training in early childhood education, where they are taught

and trained to understand the child’s basic needs, so they know what to expect from the child and

are able to help her along accordingly.

Playschools also provide an opportunity for children in preschool to socialize with other kids

their age. Play school is a boon to working parents where they no longer need to be dependent

on the nanny and other home service to look after their child.

Take part in the FirstCry TV-Star Hunt and you could see your little one on

TV

FirstCry is running a special contest to find India's next Baby Superstar - all you have to do is

upload the best picture you have of your child onwww.worldofmoms.com it’s really, that easy!

If your entry is selected by our judges, your baby may be the one to feature in the FirstCry

television commercial.

This Activity will be open to all registered account holders ("Participants") subject to the

applicable terms and conditions of FirstCry.com, Worldofmoms.com, or otherwise. This contest

is open to Indian residents only.

http://www.worldofmoms.com/

Vision -to solve parents' shopping problems related to purchases for baby and mother care

products.

Mission - Our mission is to provide best of the products/brands at the lowest prices with great

online shopping experience, free shipping and Prompt customer service.

Our benchmark is to provide our customers with a physical stores shopping experience; online,

without the hassles of driving around the town locating a shop and then a place to park the

vehicle. Our sourcing team works with over 150 vendors internationally, nationally to source the

best products/brands for you at the most affordable price. Our product photographs can be

zoomed so that you can read the details on the product cover before taking an informed decision.

All items originate from our warehouse and have been sourced from authorized representatives

or manufacturers. So shop with us, sit back and relax. Our logistics and customer support team

works very hard to get your goods delivered at the earliest and respond to any queries that you

may have. Over time, we hope to 'Change' the way, Indian parents buy, so that they can be at

home to spend more quality time with their 'little ones' and family.

Competitors of moms of world.com

Just dial’s Mission To provide fast, free, reliable and comprehensive information to our users and

connect buyers to sellers.

Corporate Information

• The company started offering local search services in 1996 under the Just dial brand and is now

the leading local search engine in India

• The official website www.justdial.com was launched in 2007.

• Just dial’s search service is available to users across multiple platforms, such as the internet,

mobile Internet, over the telephone (voice) and text (SMS). Just dial’s search service bridges the

gap between the users and businesses by helping users find relevant providers of products and

services quickly, while helping businesses listed in Just dial’s database to market their offerings.

Just dial has also initiated its ‘Search Plus’ Services for the users. These services are aimed at

making several day-to-day tasks conveniently actionable and accessible to the users. With this

step, Just dial is transitioning from being purely a provider of local search and related

information to being an enabler of such transactions. Just dial intends to provide an online

platform to thousands of SME’s to get them discovered and transacted.

Sulekha.com was founded by SatyaPrabhakar and Sangeeta K shettry, and was incorporated

in India as Sulekha.com New Media Pvt. Ltd. in 2002. Sulekha has received investments from

Indigo Monsoon Partners, Norwest Venture Partners (NVP) and Mitsui & Co. The directors on

Sulekha’s Board are Param Parameswaran (Chairman), SatyaPrabhakar (Founder and CEO),

Harish Raghavan (IMG), PromodHaque (NVP) and Yasushi Okazaki (Mitsui & Co.)

Sulekha has its presence in 29 Indian cities (Delhi, Noida, Mumbai, Navi

Mumbai, Bangalore, Chennai, Hyderabad, Pune, Ahmedabad, Kolkata and Coimbatore) and at

least 9 North American cities (Chicago, New York, Toronto, Austin).

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

mycity4kids helps parents unearth the best their city has to offer kids in and around the neighbourhood - from children's events and fun family outings to camps and classes, cool birthday party places and a whole lot more kid-stuff. It is an online marketplace where parents can search for information related to kids services, look for recommendations and make a booking by either paying online or availing the cash pick-up service.

The website currently caters to parents in Delhi NCR, Mumbai, Bangalore, Chennai, Hyderabad and Pune. With more than a million parents visiting the website in the last year and close to 50,000 service providers listed on the portal, mycity4kids is truly the destination site for parents in the city.

Yellow Media Limited is a leading media and marketing solutions company offering services to

small and medium enterprises across Canada. The Corporation contributes to the success of these

businesses by connecting them with local consumers in their communities. Through a nationwide

sales force of over 1,000 media account consultants and support staff, the Corporation serves

close to 300,000 local Canadian businesses providing them with single-point access to a full

suite of print and digital products and services. The Corporation is also a leader in national

digital advertising through Meditative, a digital advertising and marketing solutions provider

which offers extensive display, mobile and other location-based marketing solutions to the

country’s largest national agencies and advertisers. Wall2WallMedia, a subsidiary of the

Corporation, manages activities, publications, and services related to the real estate market.

http://wall2wallmedia.com/

http://www.mediative.com/

SWOT

Strength

1. 1,000,000 plus customer base and one of Asia's Largest Online Portal for

Baby and Kids Products

2.90,000 plus products from 1,200 plus brands.

3. Collaboration with brands like Funskool, Farlin, Mattel, Pampers, Disney

etc.

4. Four rounds of fund raising from investors like Saif Partners, Valiant

Capital Partner, IDG Ventures India etc.

5. Increased sales and brand visibility by venturing into offline mode of sale

through its 100 stores in 85 cities. These are franchised stores.

6. Subscription services offered by it is a good customer retention strategy.

7. Concepts like “gift boxes” which it delivers to new mothers in

collaboration with hospitals help in customer acquisition. It has delivered 6,

00,000 plus firstcry boxes till date.

Weakness

1. It caters to niche segment which is yet to develop fully in India

2. Too much reliance on word of mouth publicity can be a drawback in a

scenario when ecommerce giants like flip kart and Amazon have aggressive

marketing campaigns.

Opportunity

1. Expansion to other countries.

2. Diversification to include home décor products. Sports products etc.

Threats

1. Competition from offline stores like Mom and Me. Mahindra Group

which owns Mom and Me has recently acquired its rival BabyOye.

2. Online competitors like Hopscotch and BabyOye getting funding from

investors like Helion Venture Partners, Velos Capital Partners etc

Competitors

World of moms competitor firstcry.com competitor

1. just dial.com. 1. filipkart

2. sulekha . 2. JustBorn.

3. yellow page. 3.Moms & me

4. Mycity4kids, 4. BabyOye.

Data Analysis

Table1 Representing the percentage of respondent using internet.

options % No.yes 100 93no 0 0

Source: questionnaire

Chart1 Representing the percentage of respondent using internet.

yes no0

102030405060708090

100

100

0

Options

% o

f res

pond

ents


Interpretation

Now- a- days all schools and pre schools are using internet. Everyone has internet facilities and

they teach the usage of internet to their students, so according to this research 100% respondents

are using internet.

Table2 Representing the percentage of time spends on social networking site.

Option % No.Daily 39 37Twice 47 43Weekl

y14 13


Chart2 Representing the percentage of time spends on social networking site.

daily twice weekly05

101520253035404550

Series2Series1

option

% o

f rep

onde

nts


Interpretation

From the above table it is inferred that 39% of the respondents are very familiar with social

networking sites because they held higher posts and were well educated and the younger lot

when compared to 46.23% of the respondents who spent moderate time on social networking

site, were well educated but of middle aged group. Remaining 13.97% weren’t frequent users

due to lack of time. Many of the respondents were familiar with social networking site. They can

start off with mobile application as the penetration rate of smart phones is high in current Indian

market.

Table3 Representing the percentage of awareness of classified services.

Option % No.Yes 77 72No 23 21


Chart 3 Representing the percentage of awareness of classified services.

yes no0

10

20

30

40

50

60

70

80

90

Series1

option

% o

f res

pond

ent


Interpretation

The above chart representing classified service is not as popular as the other websites or

internet services. According to my research, maximum respondents are aware about the

classified services but not each and everyone. The research indicates 77% respondents

are aware and 23% are not aware with the classified services. Therefore, it should

increase its advertisement to create awareness.

Table4 Representing the percentage of awareness of Internet classified services.

Option % No.Yes 66 61No 34 32


Chart 4 Representing the percentage of awareness of Internet classified services.

yes no0

10

20

30

40

50

60

70

Series1

option

% o

f res

pond

ents


Interpretation

According to this analysis 65.59% of respondents are aware with the internet classified services

and remaining 34.41% respondents are not aware with the classified services. Earlier, people

didn’t believe in internet and hence not at all comfortable with internet.

Table5 Representing the percentages of services are interest of respondents.

option % No.paid 0 0free 100% 93


Chart5 Representing the percentages of services are interest of respondents.

paid free0

0.2

0.4

0.6

0.8

1

1.2

Series1

option

% o

f res

pond

ent


Interpretation

From the above table it is inferred that 100% of the respondents were interested in free listing

services because they felt it very attractive. None are interested on online listing because they

feel the money they were charging was more. Banners & Posters will be helpful to increase the

demand of FIRSTCRY.COM (WORLD OF MOMS.COM) and also create awareness about

the services.

Table6 Representing the percentage of years of using internet classified services.

option % No.year 5 5more than year

95 88


Chart6 Representing the percentage of years of using internet classified services.

year more than year0

102030405060708090

100

Series1

option

% o

f res

pond

ent


Interpretation

In this analysis I came to know that 95% of respondents started using the internet classified

services for more than a year because they feel that today’s generation people seek information

only through online basis. And remaining 5% have started using that facility from previous year

itself. Companies try to attract more and more customers through attractive promotional offers.

Table7 Representing the percentage of aware about world of moms.com.

option % No.yes 12 11no 88 82


Chart7 Representing the percentage of aware about world of moms.com.

yes no0

102030405060708090

100

Series1

option

% o

f res

pond

ent


Interpretation

In this analysis I came to know that 88% of the respondents are not aware because they

were yet not aware of the website. 12 % of the respondents are aware because of free

sampling distribution in hospitals and special contest to find India’s next baby superstar

by firstcry.com. Free boxes from FIRSTCRY (WORLD OF MOMS) are really very

good and it should remain and continue.

Table8 Representing the percentage of want to use of services for your Promotion.

Option % No.yes 100% 93no 2 0


Chart 8 Representing the percentage of use want to of services for your Promotion.

yes no0

10

20

30

40

50

60

70

80

90

100

100

0

%

Options

% o

f res

pond

ents


Interpretation

In this analysis I came to know that 100% of the respondents want to use the world of moms.com

because they feel that it will help them to increase their business. It’s very attractive website

compared to others. And it’s totally free of cost. The promotional strategy of world of moms.com

is effective in the form of “word of mouth”.

Table9 Representing the percentage of aware about the promotion offer.

option % No.free listing18 17free sampling35 33both 22 20none 25 23


Chart 9 Representing the percentage of aware about the promotion offer.

free listing free sampling both none0

5

10

15

20

25

30

35

40

Series1

option

% o

f res

pond

ents


Interpretation

From 2013 onwards, world of WORLD OF MOMS.COM has been distributing the free

packets for new born babies, due to which world of moms.com tried to capture market by

creating a position of brand in the mind of customers. Presently WORLD OF MOMS.COM is

giving free listing service of all schools who have presently joined WOM and listed their whole

information in the website free of cost.

Table10 Representing the percentage of like subscribe to WORLD OF MOMS.COM.

option % No.yes 100% 93no 0 0


Chart 10 Representing the percentage of like subscribe to WORLD OF MOMS .COM.

yes no0

102030405060708090

100

100

0

%

Options

% o

f res

pond

ents


Interpretation

In this analysis I came to know that 100% of the respondents want to subscribe because it is free

and they feel that it will help them to increase their business. And in future they get more

customers.

table11 Representing the percentage of above promotional offer would you like to avail off.

option % No.monthly 19 18quarterly 37 34yearly 44 41


Chart11 Representing the percentage of above promotional offer would you like to avail off.

monthly quartely yearly05

101520253035404550

Series1

option

% o

f res

pond

ents


Interpretation

As per my survey, 44% of respondents have agreed to take yearly subscription because they

think the charges would be less in comparison with monthly and quarterly and they would get

more offers and discount, where 37% of respondents agree that they are comfortable with

quarterly because of their limited needs, as per needs they subscribed. If the company gives

discount and offers even quarterly and monthly subscription to more customers, then this can be

attractive too.

Q12 Representing the percentages of rate given by respondents WORLD OF MOMS.

option % No.v. bad 0 0bad 0 0good 55 51v.good 45 42


Chart 12.Representing the percentages of rate given by respondents WORLD OF MOMS.

v. bad bad good v.good0

10

20

30

40

50

60

Series1

option

% o

f res

pond

ents


Interpretation

As per my survey 55 % of respondents agree that the service is good and 45% of

respondents say that it is very good because, world of mom target customers are women

and kids, but, on the other hand, its competitors i.e. just dial, sulekha are targeting all

market. As per my view WORLD OF MOMS.COM is niche market capturing where as

its competitors are focusing on all market.

Findings

The awareness level of world of moms.com in an around Hyderabad is quite low.

The promotional strategy is world of moms.com is effective in the form of word of

mouth.

Most of the customers are not aware of advertising campaigns that are being conducted

by FIRSTCRY (world of moms.com)

Brand promotion has a real and visible impact in the buying behavior of the target

customers.

FIRSTCRY (world of moms.com) is facing a tough competition from the competitor

with the same kind of services

Recommendations

. Free boxes from FIRSTCRY (world of moms.com) are really very good and it

should remain continue.

Banner & poster will be helpful to increase the demand of FIRSTCRY (world of

moms.com) and also create awareness about the services.

It also should keep focusing on its competitor strategy and should come up continuously

with attractive offers.

World of Moms should make a brand ambassador for its company in India.

If the company gives discount and offers even quarterly and monthly subscription to

more customers, then this can be attractive too.

Conclusion

In conclusion I would say that the brand FIRSTCRY (WORLD OF MOMS.COM) is quite

known to peoples, world of moms has built its brand promotion among a relatively large number

of peoples in Hyderabad, the customer are aware largely of the services with the help of social

media and the services still has a way to increase its advertising channels to reach the relatively

large number of people. But after listening to the services and how the company works they were

ready to join but still many of them were not they believed that world of mouth is enough.

Annexure 1

Questionnaire

BRAND PROMOTION OF WORLDOFMOMS.Com

Name of Respondent: ___________________________________________________________________

Address (Optional) _____________________________________________________________________________

Tel. No (Optional) _______________________________________Date of Interview: ________________________

Interviewers Name: ______________________________

Good _____________________! My name is ______________________ and I am coming from

ICBM-School of Business and Excellence, Hyderabad we are pursuing our management studies

which indulges various activities including internship as a part of our curriculum. Currently we

are conducting a research of brand promotion of world of moms.com. It would be great if you

can spare some time & share your views with us

As a part of our code of conduct, we would NOT share your views with anybody at an individual

level but will aggregate across all people we interview. Would you participate in this exercise?

1. Do you Surf Internet Regularly?

Yes, No

2. How much time would you spent on social networking site?

Hyderabad

Daily, Twice in a week, Weekly

3. Are you aware of classified services?

Yes, No

4. Are you aware of Internet classified services?

Yes, No

5. Which type of services are you interested?

Paid, Free

6. Past how many years are you using internet classified services?

Year, more than 1 year

7. Are you aware about world of moms.com?

Yes, No

8. Do you want to use worldofmoms.com services for your Promotion?

Yes, No

9. Are you aware about the following promotion offer of world of moms.com?

Free listing service free sampling distribution

10. Would you like subscribe to world of moms .com?

Yes No

11. Which of the above promotional offer would you like to avail off?

Monthly Quarterly yearly

12. How do you rate Word of Mom on a scale of 1 to 5 (1 is Worst and 5 is Best)?

Very bad Bad good very good

Bibliography

Philip kotler-Marketing management

Christopher lovelock-services marketing

S A chunawalla-Brand management

Sources of on line journals & write ups

Crockett, Robert O. “Penny Pincher’s Paradise.” Business Week (Januar 22, 2001).

Kent, Judy. “Relationship Strategies for Acquiring and Retaining Customers.”

(March/April 1991).

Papatla, Purushottam. “Choosing the Right Mix of On-line Affiliates: How Do You

Select the Best?” Journal of Advertising (Fall 2002).186 MARKETS AND STRATEGY

McCarthy, Jerome E. (1964). Basic Marketing. A Managerial Approach. Homewood, IL:

Irwin. p. 769. ISBN 0256025339.

Mulhern, Frank (2009). "Integrated marketing communications: From media channels to

digital connectivity". Journal of Marketing Communications 15 (2-3): 87.

Mulhern, Frank (2009). "Integrated marketing communications: From media channels to

digital connectivity". Journal of Marketing Communications.