04

/18

/20

23

1

SUMMER INTERNSHIP REPORT

ON

“INTERNET MARKETING (MOBILE AND E-MAIL MARKETING) OPPORTUNITIES IN RETAIL INDUSTRY ”

BY:

SHAJRUDDIN.

04

/18

/20

23

2

PRESENTATION PLAN Introduction and Executive summary. Company Profile Research Methodology.

• Objective of the Study.• Research Hypotheses.• Research and Sample Design.• Scope of the Study.

Data Collection. Data Analysis. Conclusion, Suggestions and limitations. Bibliography.

04

/18

/20

23

3

INTRODUCTION

Terms like mobile commerce and mobile marketing have created a huge buzz. If businesses could use mobile phones to reach consumers anytime, anywhere, it would fundamentally change how they do business.

Mobile phones are also helping advertisers to reach consumers in areas with frequent power. The majority of users spend up to 6 hours a day on multiple logins across devices to the internet outages. In this time users access the internet via their mobiles to communicate with friends and for entertainment. 

Mobile as the medium is getting its share in the media plans of many brands. Marketers are emphasizing on mobile as an important channel to disseminate the brand message. 

04

/18

/20

23

4

CONTI…

Email Marketing is also gaining huge popularity among retail marketers with improved internet connectivity of the consumer in today’s world. Email marketing is used in a number of ways by organizations and marketers for brand and customer loyalty building, acquiring or converting customers, company advertisements, or for communicating promotional offers and more.

E-mail marketing is directly making a commercial message to a group of people using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing.

It usually involves using email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness.

04

/18

/20

23

5

EXECUTIVE SUMMARY

This report was commissioned as a part of the summer internship project for Webeveron Technologies to identify opportunities for Mobile Marketing and Email Marketing in the retail industry

The research was focused on exploring following information: Mobile Marketing Companies in Retail and their business areas, Marketing Platforms /Tools used by Marketing Companies in Retail, Mobile Platforms supported by Mobile Marketing Companies and E-mail Marketing Companies and General Pricing. Mobile and E-mail marketing opportunities in retail industry.

04

/18

/20

23

6

CONTI...

The data for the research was primarily collected from the National Retail Federation’s official site and general Internet search using search engine such as Google, Professional networking sites, Linked In and Myntra.com. Corporate web sites of the companies were explored for product offerings, pricing and mobile/marketing platforms supported.

On analysis of data collected it was noted that Android and iOS based mobile marketing solutions were mostly offered in the retail industry. It was also established that mobile marketing opportunities exist in the retail industry especially in these business segments - In store, Merchandising and Mobile Commerce. Android was identified as the most popular mobile platforms globally followed by iOS, so it’s recommended to offer mobile marketing solutions on these platforms.

04

/18

/20

23

7

COMPANY PROFILE

Webeveron Technologies is an agile corporation that helps its clients to deliver exceptional value in the new multi polar business world across diverse technology, domain and cultural platforms. Company's services range from traditional consulting engagements to diverse financial software development and Internet marketing solution across multiple geographical locations.

It is one of the prominent Delhi based companies which are providing superior web designing and marketing services to its clients. The company is engaged in the business of web development, deigning and internet marketing since its establishment and has gained a valuable experience in this field.

04

/18

/20

23

8

SRVICES /BUSINESS SOLUTIONS PROVIDED

The company is providing the following services/ business solutions: Internet Marketing- This includes following services

• Search Engine Optimization(SEO).• Social Media Marketing (SMM).• Pay Per Click(PPC).• Shopping Cart Development.

E-Commerce Web Development. Web Application Development.

04

/18

/20

23

9

RESEARCH METHODOLOGY

Research Objectives To study profiles of mobile solution providers along with their

business categories, solutions and supported mobile platforms in order to identify mobile marketing opportunities.

To study profiles of marketing companies along with their business categories, solutions and supported marketing tools/platforms in order to identify Email Marketing opportunities.

To study profiles of Email Marketing companies from Asia Pacific and Middle East region and recommend pricing model/quotes for the region.

To find out market share of Mobile Operating Systems – Android, iOS, RIM (Blackberry OS), Symbian (Nokia) and Windows Mobile in different regions across the globe.

04

/18

/20

23

10

RESEARCH DESIGN

For the purpose of fulfilling research objectives these two research design were adopted.

Exploratory Research : to explore information on mobile and e-mail

marketing companies in retail industry and their offerings, supported platforms, business solutions and business category

Descriptive Research : for getting exact information on price quotation on email marketing of the companies. This was identified after initial analysis using exploratory research method.

04

/18

/20

23

11

SAMPLE DESIGN

Sampling was done by using non-probability sampling techniques listed under as Convenience- chosen based on ease of access. Snowball- based on the references. Judgmental- based on the appropriateness for the

study. and Quota sampling- a quota is established and researcher is free to

choose any respondent.

Sample Size 110

04

/18

/20

23

12

SCOPE OF THE STUDY

The study was carried out to identify opportunities of mobile and email marketing in the retail sector and at the time asses the competition for the internet or online marketing firms. This research was done to collect the information on current players/companies in mobile marketing & email marketing segment in the retail industry especially in North America, Asia Pacific and Middle East region.

The study was scoped to following details: Company Name. Corporate Website URL. Brief Description of the Company. Business Segment and Solutions Offered. Mobile/Marketing Platform supported.

 

04

/18

/20

23

13

DATA COLLECTION

For the research data were collected from-• Company’s websites.• Company’s Reports.• Journals.• Magazines.

Data was collect in four different modules under as: Module 1: Mobile marketing Solution Providers Module 2: Market Share of Mobile Platforms Module 3: Marketing Companies’ marketing platforms. Module 4: E Mail Marketing Companies/Pricing

04

/18

/20

23

14

DATA ANALYSISBusiness Categories/Solutions offered by mobile marketing companies in the retail industry.

Total Companies: 110Business Categories No of Companies

Supply Chain

Management

10

Customer Relationship

Management

8

Merchandising 16

In Store 17

Point of Sale 12

Information Technology 12

Supply and Distribution 11

Safety and Security 6

Decision Support System 5

Communication 9

E-Commerce 4

SCM

CRM

MERCHANDIS

ING

In-S

tore

POS I.T

S&D

S&S

D.S.S

COMME.

C

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

9%7%

14%15%

11% 11%10%

5%5%

8%4%

04

/18

/20

23

15

CONTI…

This is the analysis of supported mobile platforms by the companies in the retail industry.

Total Companies: 110

Mobile Platforms No of Companie4s

iPhone/iPod(iOS) 20

Android 30

Windows 15

Black berry Mobile 20

Other Mobile Platforms 25

iPhone(ios); 20; 18%

Android; 30; 27%

Win; 15; 14%

BBM; 20; 18%

Others; 25; 23%

iPhone(ios)AndroidWinBBMOthers

04

/18

/20

23

16

CONTI…

Marketing platforms used by companies in the retail industry.

Total Companies: 110

Marketing Platforms No of Companies

SMS Marketing 10

E-Mail Marketing 18

QR Codes 5

Web Marketing 18

Point of Sale 9

Direct Marketing 13

Bluetooth Marketing 5

Digital and Media

Marketing

12

Database Marketing 5

Others 15

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

9%

16%

5%

16%

8%

12%

5%

11%

5%

14%

04

/18

/20

23

17

CONTI…

Global share of mobile platforms/OS used by internet marketing companies.

11

Source: www.idc.com

Mobile

Platform

Q2 2013

(in %)

Q2 2014 (in

%)

Android 79.6 84.7

iOS 13.0 11.7

Windows 3.4 2.5

RIM

(Blackberry)

2.8 0.5

Others 1.2 0.7

79.60%, 84.7%

13.00%, 11.7%

3.40%, 2.5% 2.80%, 0.5%

1.20%, 0.7% AndroidIosWindowsBlackberryOthers

04

/18

/20

23

18

CONCLUSIONS, SUGGESTIONS AND LIMITATIONS

CONCLUSIONS By analyzing the data collected, it was observed that most of the companies are

in the Business categories of–In-Store and Merchandising. Few companies are in the categories of E-Commerce, Decision Support System, Security and Safety. Therefore, these are the gaps where one can be explored by new entrants.

Android and iOS based mobile marketing solutions were mostly preferred in the retail industry

Android was identified as the most popular mobile platforms globally in Q2 2014 followed by iOS,

Most of the Marketing companies are not using Mobile Marketing. There is an opportunity for the new entrants in this domain.

Email and Direct Marketing is still most preferable Marketing tool in the retail industry.

E mail Marketing pricing offering is very competitive so most of the companies price quotation are on the average range and very similar. The real differentiators are the service offerings and access to Email address list with demographic details.

04

/18

/20

23

19

SUGGESTIONS

Those companies who are not using mobile marketing they should go for it because there is golden opportunity to enter into this segment of marketing.

As Android is the most preferable mobile platform, companies should try this mobile platform for internet marketing.

By using mobile platforms like Android, iPhone (Ios) companies will be able to reach more and more customers as these two platforms are among the most preferred one world wide.

New retail companies should try e-mail and digital media marketing as this category of internet marketing is also has preference by the internet marketing companies.

Pricing of e-mail services of e-mail marketing companies should be liberal so that more and more potential customers can attracted.

04

/18

/20

23

20

LIMITATIONS Research and analysis were based only on the secondary data

available from the internet so any error in the data gathering by the original source may generate inaccurate results.

Non-Probability Sampling Technique was used for data collection so estimation of sampling errors was not possible. This leads to exclusion bias on the results based on the fact that how

Many companies did not provide product data on their web sites so this may lead to an inappropriate data analysis.

While collecting information on pricing quotations many companies did not respond to queries so findings do not include data of these companies.

Research was conducted mostly from the companies participating in NRF expo 2013(Dec) event so analysis and finding may not be representative of the actual facts.

04

/18

/20

23

21

BIBLIOGRAPHY

Digital Retail Apps. (n.d.). Retrieved from Kiosk: www.kiosk.com Email Marketing. (n.d.). Retrieved from VeriFone Inc.: http://www.verifone.com G.Vedamani, G. (2011). Retail Management. Delhi: Jaico Publishing House. Home. (n.d.). Retrieved from Cross View, Inc.: http://www.crossview.com Marketing Solutions. (n.d.). Retrieved from Z mags Corp:

http://www.zmags.com Mobile Advertising Vision 2020. (n.d.). Retrieved from Ogilvy One Worldwide:

http://www.ogilvy.com Mobile Advertising Vision 2020. (n.d.). Retrieved from Acision:

http://www.acision.com/ Mobile in Retail. (2010). Retrieved from Global Language of Business:

http://www.gs1.org/ Case Study: e-Marketing Outlook. (2012). Retrieved from Octane:

http://octane.in/research/ Market share - Mobile OS. Retrieved from IDC: Analyze the Future:

http://www.idc.com/

04

/18

/20

23

22

Presented By. Shajruddin (MBA)

Aligarh Muslim University(Malappuram Centre)