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SUMMER TRAINING PROJECT REPORT

On

Digital Marketing Scope with Reference to Getit
in Lucknow Region

Towards partial fulfillment of
Master of Business Administration (MBA)
School of Management, Babu Banarasi Das University, Lucknow


Submitted by
Shivam Singh
IIIrd Semester
Roll No-1130672087



Session 2014-2015
School of Management




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DECLARATION

I hereby declare that the project work entitled DIGITAL
MARKETING SCOPE WITH REFERENCE TO GETIT INFO
MEDIA IN LUCKNOW REGION submitted to School of
Management, Babu Banarasi Das University as a part of the MBA
curriculum, is a record of an original work done by me under the
guidance of Ms. Priyanka Chowdhary (FACULTY OF BABU
BANARSI DAS UNIVERSITY) and Mr. Ankit Srivastava( DATA
MANAGER, GETIT INFOMEDIA, LUCKNOW) and this project work
is submitted in the partial fulfillment of requirement for the award of the
diploma of Masters in Business Administration. The results embodied in
this project have not been submitted to any other university or company
for the award of any degree or diploma.






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ACKNOWLEDGEMENT

Knowledge is an experience gained in life, it is the choicest
possession, which should not be shelved but should happily shared
with others.

With immense pleasure, I would like to present this project report for
Getit Infomedia Pvt Ltd. It has been an enriching experience for me to
undergo my summer training at Getit Infomedia Pvt Ltd, which would
not have been possible without the goodwill and support of the people
around. As a student of BABU BANARSI DAS UNIVERSITY, I
would like to extend my sincere gratitude and thanks to Mr. Ankit
Srivastava( DATA MANAGER, GETIT INFOMEDIA,
LUCKNOW), Ms. Priyanka Chowdhary(FACULTY OF BABU
BANARSI DAS UNIVERSITY) to shape my understanding towards
the project. It was because of their immense help and support that this
project has been duly completed.

However, I accept the sole responsibility for any possible error and
would be extremely grateful to the readers of this project report if they
bring such mistakes to my notice.




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Executive summary

Digital marketing is the process of building and maintaining customer relationships
through online activities to facilitate the exchange of ideas, products, and services that
satisfy the goals of both parties.
In simplistic terms, digital marketing is the promotion of products or brands via one or more
forms of electronic media. Digital marketing differs from traditional marketing in that it involves
the use of channels and methods that enable an organization to analyze marketing campaigns and
understand what is working and what isnt typically in real time.



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Table of contents
Certificate from the Organization
Bona-fide Certificate of Dean -School of Management
Declaration
Acknowledgement
Executive Summary

Chapters Page Nos.
Part I
1. Introduction
2. Company profile
a. About organization
b. Organization chart
c. Aims and objectives
d. Any specific information of the organization
Part II
3. Objectives of the study
4. Research Methodology
a. Method of data collection
b. Data Source
c. Sample design
d. Universe
e. Sample type
f. Sample size
g. Sample Unit
h. Hypothesis (if any)
i. Statistical tools to be used
5. Problems and Limitations

Part III
6. Data Analysis & Interpretations
7. Findings
8. Suggestions/Recommendations
9. Conclusion
10. Bibliography
11. Appendix






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PART-1






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INTRODUCTION
The term 'Digital Marketing' was first used in the 1990s. In the 2000s and the 2010s, digital
marketing became more sophisticated as an effective way to create a relationship with the
consumer that has depth and relevance.
In 2012 and 2013 statistics showed digital marketing remained a growing field.
Digital marketing is often referred to as 'online marketing' or 'internet marketing'. The term
'digital marketing' has grown in popularity over time, particularly in certain countries. In the
USA 'online marketing' is still prevalent, but in the UK and worldwide, 'digital marketing' has
become the most common term, especially after the year 2013.
Digital marketing is the process of building and maintaining customer relationships
through online activities to facilitate the exchange of ideas, products, and services that
satisfy the goals of both parties.
In simplistic terms, digital marketing is the promotion of products or brands via one or more
forms of electronic media. Digital marketing differs from traditional marketing in that it involves
the use of channels and methods that enable an organization to analyze marketing campaigns and
understand what is working and what isnt typically in real time.
Digital marketers monitor things like what is being viewed, how often and for how long, sales
conversions, what content works and doesnt work, etc. While the Internet is, perhaps, the
channel most closely associated with digital marketing, others include wireless text messaging,
mobile instant messaging, mobile apps, podcasts, electronic billboards, digital television and
radio channels, etc.

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Why are people going online?
For information on a new product, service or location
If they have a question
If they are looking for help
If they want more information on certain individuals or organizations
Meeting attendants
Business contacts
General information (maybe about you)
New employees
Available jobs
Etc.
With the constant growth of the web, and more people getting connected every day, digital
marketing has become a necessity for many organizations. This also includes small businesses
that wants to trade online and make a name for themselves on the web.



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There are many benefits of digital marketing
Over traditional marketing
Puts the consumer in control
Provides convenience
Increases satisfaction
Drives brand loyalty
Reduces the selling cycle

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Reduces the cost of sales
Builds your brand
Provides targeted results
It is measurable
Cost effective
Why Digital Marketing Is Important
Digital media is so pervasive that consumers have access to information any time and any place
they want it. Gone are the days when the messages people got about your products or services
came from you and consisted of only what you wanted them to know. Digital media is an ever-
growing source of entertainment, news, shopping and social interaction, and consumers are now
exposed not just to what your company says about your brand, but what the media, friends,
relatives, peers, etc., are saying as well.

And they are more likely to believe them than you. People want brands they can trust, companies
that know them, communications that are personalized and relevant, and offers tailored to their
needs and preferences.
What does digital marketing consist of?
Website design (user experience)
Search engine optimization (SEO)
Pay per click (PPC)
Social media marketing (SMM)
Email marketing
Display advertising (banner ads)

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Affiliate marketing
Content marketing
Online reputation management (ORM)



Manage Customer Relationships Across All Channels
Digital marketing and its associated channels are important but not to the exclusion of all else.
Its not enough to just know your customers; you must know them better than anybody else so
you can communicate with them where, when and how they are most receptive to your message.
To do that, you need a consolidated view of customer preferences and expectations across all
channels Web, social media, mobile, direct mail, point of sale, etc. Marketers can use this
information to create and anticipate consistent, coordinated customer experiences

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that will move customers along in the buying cycle. The deeper your insight into customer
behavior and preferences, the more likely you are to engage them in lucrative interactions.



Digital marketing objectives
One way to make sure you are found on the web is with an optimized digital
marketing strategy. Most digital marketing strategies and campaigns have
following 5 objectives.
Reaching the right audience
To engage with your audience
To motivate your audience to take action
Efficient spending on your campaign

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Return on investment (ROI)
Two different forms of digital marketing exist:
In pull digital marketing, the consumer actively seeks the marketing content, often
via web searches or opening an email, text message or web feed

Websites, blogs and streaming media (audio and video) are examples of pull digital
marketing.In each of these, users have to navigate to the website to view the
content. Only current web browser technology is required to maintain static
content. Search engine optimization (SEO) is one tactic used to increase activity.
In 2003, Martin et al. found that consumers prefer special sales and new
product information, whereas "interesting" content was not useful.
In push digital marketing the marketer sends a message without the recipient
actively seeking the content, such as display advertising on websites and news
blogs. Email, text messaging and web feeds can also be classed as push digital
marketing when the recipient has not actively sought the marketing message.
Some of the latest developments include: 1. Segmentation: more focus has been
placed on segmentation within digital marketing, in order to target specific markets
in both business to business and business to consumer sectors. 2. Influencer
marketing: Important nodes are identified within related communities, known as
influencers. This is becoming an important concept in digital targeting. It is
possible to reach influencers via paid advertising, such as to summarize, Pull
digital marketing is characterized by consumers actively seeking marketing content
while Push digital marketing occurs when marketers send messages without that
content being actively sought by the recipients.


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How digital marketing evolved over the years
Back in the day, it was all about search engine optimization (organic search)
Build a website
Apply the art of on and off page SEO to your website, you build links, you
build more links, and you build even more backlinks, focus on the meta-tags,
content, etc.
You hope it shows up in Google someday
You hope it displays on the results with the right keywords (what people are
typing in when they search)
It was like fishing and hoping you will get a catch.
With SEO, PPC was born (paid search)
Googles Adwords (3 line ads that show up
on the right/top of search engine results)
Microsofts Adcenter
Yahoos search marketing (Overture)
Build ads around keywords and pay for
everyone that clicks the ad and visits your site




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The future of the web is social media (Web 2.0)

Challenges Facing Digital Marketers
Proliferation of digital channels. Consumers use multiple digital channels and a
variety of devices that use different protocols, specifications and interfaces and
they interact with those devices in different ways and for different purposes.
Intensifying competition. Digital channels are relatively cheap, compared with
traditional media, making them within reach of practically every business of every
size. As a result, its becoming a lot harder to capture consumers attention.

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Exploding data volumes. Consumers leave behind a huge trail of data in digital
channels. Its extremely difficult to get a handle on all that data, as well as find the
right data within exploding data volumes that can help you make the right
decisions.








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Digital marketing measurement
Calculation
ROI (return on investment) = [(Payback - Investment)/Investment)]*100
Many tools and systems are available to calculate your ROI and to measure the
effectiveness of your digital marketing campaign.
ROI tools
Google analytics
Google webmasters tools
Basic google search
Google adwords
Social media monitoring tools
Sentiment analysis tools



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Overview of DIGITAL MARKETING



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Three Keys to Digital Marketing Success
So, what does it take to do digital marketing right? Here are three keys to
digital marketing success:
1. Manage complex customer relationships across a variety of channels both digital
and traditional.
2. Respond to and initiate dynamic customer interactions.
3. Extract value from big data to make better decisions faster.


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COMPANY PROFILE
GETIT Infomedia is India's digital supermarket for SMEs to get relevant business leads. We
seamlessly deliver excellent value across all media platforms be it Voice, Mobile Applications,
Online, WAP, Web chat, Print etc. The services provide presence, enquiries and leads to its
advertisers while ensuring end users (consumers) have access to the best information, benefits
and offers.
Our data power-house backed with the excellent search platform enable us to process advertiser
requirements and consumer need instantly. GetIt Infomedia is amongst the largest Digital
information and services provider in India with the widest, in-depth listing of businesses and the
most extensive reach to SMEs.
Our dense geographical reach coupled with our high feet on street (FOS) presence enables us
cater to the entire countrys SME requirement. This unique combination has enabled us to
become preferred alliance / partners to leading corporate houses like Google, Yahoo, Nokia,
most of the leading telcos like Airtel, Tata, Reliance, Idea and many more. in addition to growing
our business by more than 100% in the last few years through both organic and inorganic route.
Our recent integration of Infomedia (erstwhile publishing division of Network18 group) has
further strengthened our position within the industry. We currently operate out of more than 100
cities in India with more than 1000 FOS catering to the need of the local SMEs and consumer.
We are the leading provider of Mobile Applications in India for local search with over 1.5
million consumers using our Apps across various devices/platforms including iOS, BlackBerry,
Symbian, Java, Android and Windows Phone. GetIt Apps is one of the top few hot down loaded
Applications within the country.
GetIt Infomedias Transnational Division is poised to cater to the international SME
requirements across the digital platform. We have set up our first Transnational Operation in
Malaysia.


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Through GetIt Bazaar, Online Shopping Indian Style we recreate the great Indian shopping
experience online. Defined by its simple, easy to use buying process with basic Indian features,
we are a bazaar with many stores from across India. Buyers can see products from multiple
stores and buy their choice of product with great value offers from the store of their choice.

Vision:
To provide most relevant and effective 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
the 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.


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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 endeavor 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 inminate objects.

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

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OUR PRODUCTS


GETIT.IN

Looking for dealers for household appliances, hobby classes, furniture or maybe dealers for
industrial generators or anything you wish? Your search ends here with Getitit!


GETIT BAZAAR


GetitBazaar "Online Shopping Indian Style" is an effort to recreate the great Indian shopping
experience online. Defined by its simple, easy to use buying process with basic Indian features,
we are a bazaar with many stores from across India. Buyers can see products from multiple
stores and buy their choice of product with great value offers from the store of their choice.


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OUR PROPOSITION
Getit Bazaar is a unique online Bazaar that brings you the flavor of authentic local shopping
from across the various specialties of India. So, even if you are in Kanyakumari, we ensure that
you get your fill of lovely cotton sarees from Kolkata or if you are in Kashmir, you can order
yourself a Hyderadi Biriyani, right from Hyderabad. What's more? At Getit Bazaar you can even
bargain just like your local markets.

GETIT BESTPRICE

Getit BestPrice is a one stop online platform for sellers to offer their products or buyers to post
their requirements to get the best quote. Getit BestPrice generates more relevant and verified
buying requirement for sellers across the globe. It offers sellers to bid for the most suitable
buying requirement and offers transparent transactions. It also helps sellers to check the buyers
buying patterns, build buyers contact database, save transaction history and manage the
purchased buy leads. It assists buyers to get the best and lowest quote amongst top sellers.

Key Features
Reach prospective buyers with the help of genuine and verified leads.
Buyers to post buying requirements for FREE.
Manage leads online.
Easy-to-use interface.
Create sell alert.
Store purchased leads history online.
Get instant alerts through SMS and e-mail.

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Create buyers database by using their contact information.
Buyers can get the best business quote from top sellers.
Why to Choose Getit BestPrice
Selling through online Getit BestPrice has advantages for both large and small businesses:
Reach New Customers - Helps businesses to reach their enormous new customer base.
Transact Globally Allows companies to reach beyond their geographical marketplace.
Generate Verified and Relevant Leads Receive more relevant and verified leads.
Get a Competitive Quote Get the best and lowest quote amongst top sellers.
View and Buy Getit BestPrice allows you to view buyers requirement, specifications
etc. then you choose to buy or bid for lead.

GETIT ETOPUP

Getit etopup is a reliable mobile and other devices recharge service from Getit Infoservices Pvt.
Limited.






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GETIT FREEADS

GETITFREEADS is an online, voice and print advertising Service that provides a platform to its
users to buy, sell anything. The Buy. Sell. Anything theme of the website empowers the
consumers with simple, convenient and credible solutions for buying & selling various
products/services. What makes our service different from others is its USP that provides
placement of ads absolutely free for individuals unless they are promoting any business.
Consumers can place free ads in various categories like Vehicles, Properties, Jobs, Household
goods, Education/Tuition, Business/Service, Computers/mobile, Health/Holiday and Personal,
making buying and selling easy and effective.
Mr. Sidharth Gupta, CEO of Getit group, took the initiative to introduce Indias first print
classifieds, getitFREEADS, in four major cities including Chennai, Bangalore, Hyderabad and
Kolkata.
Our Online Ad Solution
getitFREEADS is an online advertising platform where-in we provide the clientele a service
to search for products as well as to post ads on our website,www.freeads.in . Our service
encompasses the term advanced classifieds.
Website consists of wide classification of products and services.
Classification ranges from vehicles, Jobs, Property/ Real estate, Household items, Computers/
Office equipments, Health to Education search and much more.
getitFREEADS offer an online platform/portal to buy and sell your old products to people locally
and nationally.
It also offers a reliable platform to post free ads in multiple categories.
Free classified ads imply that individual users can avail this buy, sell, anything service for free.
We assure you that all the ads placed and contact details of an advertiser are very much
authentic.
Our Voice Solution
Our 24x7 voice service, available at 0444-444-4444, provides right answers and gives users
access to ask for products/services or post ads in multiple categories. It also provides relevant
and updated search results. It is easy for people at home, at work, or on-the-go to receive
information about products and services, matching their queries.
Our Print Solution
With the introduction of print classifieds, getitFREEADS has become the hub in
the South market for all the buyers and sellers of different categories/industries available locally
and nationally. All the ads placed and contact details of an advertiser are very much authentic.

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Our purpose is to connect potential buyers with genuine sellers through our platform. Our
organization is armed with professional and experienced staff having a common aim to touch the
scope where our potential may fruitfully meet with the requirements of our clients, that too with
ultimate precision and cost-effectiveness.
Our vision is that getitFREEADS will be recognized and respected as professional,
innovative, profitable information, and knowledge based online advertising and classifieds
platform.
Why Us?
It is available in multiple channels - Print, Online and Voice
All ads are placed absolutely free by individuals unless and until they are not promoting any
business.
Users can buy, sell, anything through this safe, secure and simple to use platform.
Products and services have been divided into multiple categories making the website convenient
for users.
getitFREEADS Delhi is a member of ICMA- INTERNATIONAL CLASSIFIED MEDIA
ASSOCIATION.
*getitFREEADS is a product of umbrella brand Getit, a part of one of the oldest and leading
media houses of India, Tej Bandhu group-established in 1923.

HOTDEALS

With latest deals from across India, Hotdeals provides deals on dining, travel, health, fitness and
hundreds of categories on-the-go with both email and mobile apps! We bring you the best
services and brands at your fingertip at the best possible prices.
Hot deals aims at making life more fun for consumers. Being India's best daily deals website, we
bring to you up to 90% discounts on dining, health and beauty services, travel and more. Our
vision is to make Hot deals your engine of discovery for what to do, eat and buy in your city.
With daily deals in close to 100 cities, we ensure that we reach
consumers in every nook and corner of the country.

Getit is Indias leading Directional Media and Classified Media
company, connectingbuyers and sellers throught information products

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and services - including yellow pages, white pages directories, classified media, tele-information
services, online and mobile media.
GETIT 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 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 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 make it
much easier to search for information for the user. Getit has products in local search and
classifieds.
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


TRADEGET

Tradeget is the leading B2B Website, where one can find enormous business resource and
information in the field of international trade. Tradeget is committed to make the international
trading experience as simple and efficient as possible for manufacturers, exporters, suppliers &
buyers. Our site offers you services and tools that will alleviate your trading relationships and
nurture a sense of community among the like-minded business individuals. Our user-friendly
online medium offers cost-effective options for promoting exporters, manufacturers, suppliers
and their services all around the world.

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Tradeget provides global buyers and sellers with an integrated business solution to initiate and
expand international trade. We will open up a totally new world to you and you will surely find
what exactly you need!
What is Tradeget?
Tradeget is an endeavor to empower your business through the world-wide-web, connecting you
to national and international Distributors, Manufacturers and Service Providers. We work as a
channel among the global buyers and sellers providing you an opportunity to initiate the
expansion of your business and promoting your profile to the international traders.
Tradeget is offering an integrated business solution to take your business to a new height. Our
customized services are aimed at complete promotion of your business at an international level.
In addition to your presence on our platform we promote your URL, and also help the buyers and
sellers to find you in the most efficient and quickest way possible.
Our powerful business platform enables you to
Find information, communicate and transact with buyers and sellers
Promote/ advertise your company
Generate business offers/leads
Source products and information
Communicate with customers
Online product showroom / web presence 24 x 7
What you get from our B2B Portal?
Search, communicate and transact
Promote/advertise
Generate business offers/leads
Source product & information
Online product showroom
Web presence 24x7

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ASKME

AskMe, the flagship product from Getit Infomedia, is your one stop destination to find information related
to anything and everything; be it restaurants, travel, matrimony, jobs, education, mobile, gadgets, etc. We
cater to your immediate and impulsive requirement of information on mobile, internet and voice. AskMe
has an extensive directory of information from across India that is both accurate as well as diverse.
AskMe, launched in June 2011, is available 24X7 for consumers across all in India. Users can call on
4444 4444 44 (10 times 4) or logon to www.askme.com for information on companies, products, and
services. AskMe Voice service boasts of an extremely consumer friendly call flow, which works to ensure
that the customer gets real-time and accurate information.
As a business, you can reach your customers whenever and wherever they are looking for you using our
robust and cost-effective service which is available across channels viz. mobile, internet, print and voice.

GETIT MALLS

GetitMalls is the an information portal from Getit servicing the Mallgoer in Tier 1/2/3 indian
cities. It aggregates information about all malls, its retailers and ongoing promotional schemes.
The portal allows a user to search for a mall/store based on Location, brand and category.
It has many user friendly features such as map based mall/store locator, city specific individual
mall and store pages, list of amenities in each mall, listings under each store, running promotions
under malls and stores etc. GetitMalls can be accessed online (www.getitmalls.com).



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ASKME FASHION

ASKMEONFASHION.COM is a fashion community which hosts a number of
ecommerce of portals. This website/site and the related services provided on
Askmeonfashion is owned, created, controlled and operated by Getit Infoservices
Private Limited referred as Askmeonfashion.

GETIT ASKME WEDDINGS

Wedding is the most beautiful moment in everybodys life and we at Askmeonweddings help
you in making your wedding moments memorable. From wedding planning to honeymoon tips,
we believe in giving complete and reliable information. The online stores at our community offer
a different experience of online wedding shopping. So you dont have to run for anything.
Askmeonweddings is an online platform that provides you extensive information at one place.
You can plan your dream wedding with an ease by leaving all your worries behind.

What you can do at Askmeonweddings:
Join the wedding community
Plan your Wedding Day as per your budget
Calculate your Wedding budget
Buy wedding costumes, bags, and accessories
Get wedding checklist
Add guests to Guests List
Create wedding albums
Find vendors and wedding planners

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Get the best wedding deals
Attractive honeymoon deals available
Information on trendy wedding outfits
Insight on functions and rituals
Pick a right wedding venue
Plethora of wedding gifts to gift to the newlywed
Get the best wedding tips on beauty, costumes, shopping, travel and more
Find transport services
Select and send wedding e-cardsto family and friends
Plan a wonderful honeymoon trip
Wedding and marriage advices and tips from experts
Share your wedding and marriage stories
Share wedding and marriage jokes, poems, cartoons and more

GETIT EDUCATION


Getit Education is an online community that offers comprehensive information of various aspects
of education in India and abroad. It helps students to make a bright career by giving them a deep
insight into all colleges, institutes and universities across the globe. It provides inclusive
information about courses like Diploma, Graduation, Post-graduation in a range of education
domains like Arts & Science, Medical, Engineering, Management etc.


In a nutshell, Getit Education is one of most comprehensive education communities available
today on the web to supremely cater students on education in India and abroad.


What Getit Education offers to students?
It offers information of various courses, fees structure, and qualification norms of many
universities in India and abroad.
It offers previous-years test papers of various exams to facilitate better preparation for students.
The community offers precise time-table and information of various entrance tests/exams
conducted across India and abroad.

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It provides application forms of various exams to offer convenience and sense of ease to
students.
The community gives students an opportunity to search colleges and institutes in many Indian
cities to pursue their dreams and make a bright career.




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PARTNERS
ALLI ANCES @ GETI T








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JASPREET BINDRA
CHIEF EXECUTIVE OFFICER - GETIT INFOSERVICES PVT LTD.

Jaspreet is a Chemical Engineer and an MBA in International Business from Indian
Institute of Foreign Trade.
He has over 18 years of experience in business leadership, sales and marketing,
business turn-around, and entrepreneurial startups. His interests and experience is
spread across Digital, Mobile, Retail and Telecom businesses largely in the
Consumer space.

Over the last year, he has been working across the tech start-up ecosystem, and has
invested, advised, mentored and incubated half a dozen tech start-ups. Before that,
Jaspreet spent six years with Microsoft India heading their Internet business for the
first three years, and the Retail, Entertainment and Devices business for the next
three. Jaspreet started his career with the Tata Administrative Services (TAS), and
spent eleven years with the Tata Group, across the FMCG and telecom businesses
of the Group. He also was part of the startup team, as the COO of Baazee.com
(now EBay India).
At Microsoft, he was awarded the Microsoft Retail Platinum Polaris Award 2011
for Management Excellence, the single highest recognition in Retail in Microsoft
globally and was recognized as among 'The Top 25 Young Managers in India' by

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Business Today, India's largest Business Magazine and has represented the
Internet, Media and Entertainment industry in key Industry forums and
associations such as ex- Vice Chairman of the Internet and Mobile Association of
India (IAMAI), Member of FICCI Media & Entertainment Committee.
He has been a keen quizzer having been the National champion in Brand Equity
Business Quiz thrice, and is a voracious reader, keen traveler, innately curious,
reasonably humorous and maverick.


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INTERNATIONAL PROJECTS
Getit Transnational Private Limited is the subsidiary of Getit that manages its
international operations. To kick start its ambitious growth plans Getit has
embarked on a journey to expand its horizon and tap the huge potential of its
products and services in South East Asia and MENA markets. Currently Getit is in
discussion with Telcos in different countries to partner with them and deliver local
search, Classifieds, Deals, Best Price, Getit malls , Micro Communities,
GetitBazaar to their subscribers in respective countries. With this service, the
consumers will be able to access these services on their mobiles using WAP, SMS,
Applications, USSD and Online mediums.
Malaysia is the first market where Getit shall be launching its services very soon.
Getit has signed an Agreement with a Malaysian Telco to launch its services for
the Malaysian market.


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INFOMEDIA
Infomedia is a platform that provides commercial information such as directories,
publishing, printing solutions and direct marketing solutions via its B2C and B2B
platforms. In other words through Infomedia we enable our consumers with local
search (print, voice, online) magazine publishing and printing services. Key brands
comprise Infomedia Yellow Pages, Ask Me (local search), Burpp! (city guide),
Industry and Exporters trade guides.
From an in-house printing unit for the Tata Group, commonly known as the Tata
Press in 1966, the company made its transition to become publishing house and
was renamed Tata Infomedia in 2000. In 2003, Tata marked an exit from the board
and their share was bought by ICICI Venture. Post the buyout, the company was
renamed Infomedia India. Network 18 Group through TV 18 acquired the
controlling stake in Infomedia in December 2007 from ICICI Venture for equity
value of
~USD 100 million and renamed the company as Infomedia18.
GetIt Infomedia
INFOMEDIA18 BUSINESS STRUCTURE
The "Infomedia local search businesses" consists of the following:
Print: Infomedia Yellow pages and All B2B and B2C directories.
Online: All Online properties related to Yellow Pages and B2B/B2C directories
Voice : Ask me service- All India unique numbers "04444444444", and
"Askme.com"

41







PART-2


42


AIM OF THE STUDY

The aim of study is to ascertain that how much merchandisers are aware of Getit brand and do
they prefer it over its competitors in the world of digital marketing.


OBJECTIVE OF THE STUDY

To study the awareness of Getit brand among clients or merchandisers.
To study the impact of market strategies on acceptability of Digital Marketing.
To analyze how market research can help in enhancing the brand value.
To understand the expectations of a merchant from a digital marketing.
To understand the consumer expectations from a digital marketing, according to
merchant's point of view.
To analyze the areas through which merchants and consumers can be made aware about
Getit.



43


SCOPE OF THE STUDY
This study will help the organization in ascertaining the importance of market strategies
on creating awareness and acceptability of the digital marketing among merchandisers.
The study will also enable the company in improving the promotional activities to
capture the good and huge market share.
This study also helps the management to know whether they are lacking to their
competitors and they can take measures to improve their products.
This study will help a management to know about the merchant expectations and the
consumer expectation from merchant's point of view from a digital marketing - this will
help them to increase the acceptability of the store among merchants by fulfilling those
expectations.
Background of the study
This project is basically to check the level of awareness and the likeness to accept the contract of
the Getit infomedia digital marketing among the merchants
1. To make the merchants accept the contract and to make them aware about the digital
marketing, the company wanted the employees and management trainees to physically
approach to the merchants all over the country under their regional offices. I was allotted
Lucknow region. There I have visited the following towns:
Hazratganj
Lekhraj
Latouche Road
Gautam Budh Marg
Indranagar

44

Gomtinagar
Telibagh
Shivaji Marg
Naka Hindola
Hewett Road

I. According to Getit, Lucknow region has such much potential prospects for the
company who can be interested in contracting with Getit Infomedia and can be a
seller on the Digital Marketing and can even opt for the paid services of it.

II. In addition to this, the merchants were asked to answer several questions in the form
of questionnaire about the preference among several online marketing stores and how
they know about those several store and what they expect in an digital marketing
which will make them accept this contract with the company. These data formed the
main basis of the study. Various analysis like brand preferences, merchant
expectations, consumer expectations, pricing analysis with its competitors a
merchant review and many more were analyzed.
2. Collecting a large number of merchants(sellers) for the Getit, this in marketing
perspective is increasing the awareness and acceptability among merchants and
consumer, which will in turn lead to increase in sales, expansion and growth and more
customer satisfaction and visit the store.


45

Method of data collection
Data Collection:
Primary Data:
It has been collected by a structured questionnaire and also through observations,
interviews and discussions with the merchandisers by visiting their store.

Secondary Data:
It was collected through different websites,company brouchers and manual of the
company.
Data Source
The sources of the data were all the merchandisers who were running there business by
opening a store at particular place in Lucknow city. A structured questionnaire has been
prepared for conducting the research. It has been kept in a proper framework to make it
clear to the merchandisers. The questionnaire comprises of both open ended and close
ended questions. A sample questionnaire has been attached in the report.
Sample design

SAMPLE PLAN: Any sampling process starts from defining the problem and ends
with final selection of the sample.
SAMPLE SIZE: Out of the total strength the sample taken among merchandisers is
that of 1000 respondents.


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SAMPLING TECHNIQES: The techniques used is convenient sampling

SAMPLING AREA: The research was conducted at Getit Infomedia,Lucknow.

SAMPLE METHOD: The research was made by the survey in accordance to the
convenience of the merchandisers. So the sample type is convenient sampling.
Statistical tools to be used
We have used many statistical tools to make it more understandable like,
Pie charts
Bar charts
Other diagrammatic and pictorial representation
Were apllied in this research in order to derive conclusion .







47

Problem and Limitations of the study
1. Acceptance of Getit Infomedia by the merchandisers was not that much satisfactory.
2. Awareness about Digital Marketing among the merchants of the area allotted was very
low.
3. Merchants were not paying attention in filling questionnaire .
4. Merchants were not so responsive.
5. Merchants were not so cooperative.
6. Many of the merchants doesnt want to enter in to the world of digital marketing.
7. Some of the merchants didnt even heard about the online promotion or digital.
8. As the merchants heard about the product which are paid services they imadietly refuse in
listening even.
9. Most of the merchandisers was not interested in any kind of digital marketing.







48



PART-3


49

DATA ANALYSIS AND ITS INTERPRETATION

Business Type :
S.No. Topic Percentage (%)
1 Manufacturer 5
2 Service Provider 20
3 Dealer/Retailer 60
4 Agent/Franchisee 5
5 Institute 5
6 Wolesaler/Distributor 5


Interpretation :
It has been observed that a majority of a 60% of respondents have agreed into Dealer/Retail
business, 20% in Service Provider, 5% in Manufacturer, Agent/Franchisee, 5% of respondents
have Institute and other remaining 5% respondents said wholesaler/Distributor.
5%
20%
60%
5%
5%
5%
Manufacturer Service Provider Dealer/Retailer
Agent/Franchisee Institute Wolesaler/Distributor

50


1).Have you ever used services of any these companies?
S.No. Topic Percentage (%)
1 Just Dial 60
2 Sulekha.com 7
3 Ask Laila 1
4 Zatse 2
5 Ask me 5
6 Getit infomedia 25



Interpretation :
The above graph shows that the 60% respondents uses the services of Just Dial, 7% respondents
uses the services of Sulekha.com, 25% respondents uses the services of Getit Infomedia , 2%
respondents uses the services of Zatse, 5% respondents uses the services of Ask me and other
1% respondents uses the services of Ask Laila.
60%
7%
1%
2%
5%
25%
Just Dial Sulekha.com Ask Laila Zatse Ask me Getit infomedia

51

2) How was your experience in Getit infomedia.?
S.No. Topic Percentage (%)
1 Not Good 5
2 Satisfactory 30
3 Good 25
4 Very Good 30
5 Excellent 10



Interpretation :
5% respondents said that the experience with Getitinfo media was Not good, 30% respondents
said that the experience with Getitinfo media was Satisfactory, 25% respondents said that the
experience with Getitinfo media was Good, 30% respondents said that the experience with
Getitinfo media was Very Good and 10% respondents said excellent experience with Getitinfo
media.

5%
30%
25%
30%
10%
Not Good Satisfactory Good Very Good Excellent

52

4). Are you aware of get it info media?
S.No. Topic Percentage (%)
1 Yes 45
2 No 55



Interpretation :
55% respondents are not aware about the getitinfomedia, and 45% respondents are aware about
the getitinfomedia, they know the brand very well.


45%
55%
Yes No

53


5) Have you ever used any services of getit infomedia?

S.No. Topic Percentage (%)
1 Yes 30
2 No 70




Interpretation:
70% respondents are not used any services of getit infomedia and 30% respondents are used
various type of services of getit infomedia.


30%
70%
Yes No

54


6) Were you satisfied with the services of getit infomedia?

S.No. Topic Percentage (%)
1 Yes 45
2 No 25
3 Can't Say 30



Interpretation :
In the above table & graph, 45% respondents satisfied with the services of getit infomedia and
25% respondents are not satisfied with the services of getit infomedia and other remaining which
can't say about the services of getit infomedia.


45%
25%
30%
Yes No Can't Say

55


7). Do you know of infomedia yellow pages?

S.No. Topic Percentage (%)
1 Yes 60
2 No 40



Interpretation :
In above table and graph shows that 60% respondents were know about infomedia yellow pages,
40% respondents were not aware infomedia yellow pages .
60%
40%
Yes No

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8) Which company provides better services, than getit infomedia?

S.No. Topic Percentage (%)
1 Just dial 65
2 Sulekha.com 10
3 Ask me 20
4 Zatse 5



Interpretation :
65% respondents said Just Dial company provides much better service as compare to getitinfo
media, 10% respondents said Sulekha.com provides better service as compare to getitinfomedia,
20% respondents said Ask provide better services and 5% respondents said Zatse.

65%
10%
20%
5%
Just dial Sulekha.com Ask me Zatse

57


10) Which companies services are cheapest and best?

S.No. Topic Percentage (%)
1 Just dial 40
2 Sulekha.com 20
3 Ask me 10
4 Getit infomedia 25
5 Zatse 5



Interpretation :
40% respondents said Just Dial services are cheapest and best, 20% respondents said
sulekha.com services are cheapest and best, 10% respondents said Ask me services are cheapest
and best and 25% respondents said Getitinfomedia services are cheapest and best and 5% said
Zatse.
40%
20%
10%
25%
5%
Just dial Sulekha.com Ask me Getit infomedia Zatse

58


11). Which services of getit infomedia do you prefer?

S.No. Topic Percentage (%)
1 Online advertising 30
2 WSP 40
3 Ask me doctors 25
4 Online yellow pages 5



Interpretation :
30% respondents said online advertising service of getit infomedia, 40% respondents said WSP
(Web Starter Pack) service of getit infomedia, 25% respondents said Ask me doctors and 5%
Online yellow pages service of getit infomedia.

30%
40%
25%
5%
Online advertising WSP Ask me doctors Online yellow pages

59


12) When are you interested for pay the getit services?

S.No. Topic Percentage (%)
1 Now 60
2 3-6 months 10
3 1 Years 5
4 Not interested 25



Interpretation :
60% respondents said now interested to pay for the getit services , 10% respondents said after 3-
6 months to pay for the getit services, 5% respondents after 1 years and 25% respondents said
not interested to pay for the getit services.

60%
10%
5%
25%
Now 3-6 months 1 Years Not interested

60

FINDINGS

Following are the findings which are given below :
It has been observed that a majority of a 60% of respondents have agreed into
Dealer/Retail business, because they were not aware about the brand and also digital
marketing .

It has been observed that the 60% respondents uses the services of Just Dial, because the
marketing strategy of just dial was very good on approaching for the basis of digital
marketing.

It has been observed that 30% respondents said that the experience with Getitinfo media
was Satisfactory, 25% respondents said that the experience with Getitinfo media was
Good, 30% respondents said that the experience with Getitinfo media was Very Good
and 10% respondents said excellent experience with Getitinfo media.

It has been observed that 55% respondents are not aware about the getitinfomedia, again
the marketing strategy of getitinfomedia was not very good.
It has been observed that 70% respondents are not used any services of getit infomedia.
In the above table & graph, 45% respondents satisfied with the services of getit
infomedia and 25% respondents are not satisfied with the services of getit infomedia and
other remaining which can't say about the services of getit infomedia.

It has been observed that 60% respondents were know about infomedia yellow pages,
40% respondents were not aware infomedia yellow pages .

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It has been observed that 65% respondents said Just Dial company provides much better
service as compare to getitinfo media, 10% respondents said Sulekha.com provides better
service as compare to getitinfomedia, 20% respondents said Ask provide better services
and 5% respondents said Zatse.

It has been observed that 40% respondents said Just Dial services are cheapest and best,
20% respondents said sulekha.com services are cheapest and best, 10% respondents said
Ask me services are cheapest and best and 25% respondents said Getitinfomedia services
are cheapest and best and 5% said Zatse.

It has been observed that 30% respondents said online advertising service of getit
infomedia, 40% respondents said WSP (Web Starter Pack) service of getit infomedia,
25% respondents said Ask me doctors and 5% Online yellow pages service of getit
infomedia.

It has been observed that 60% respondents said now interested to pay for the getit
services , 10% respondents said after 3-6 months to pay for the getit services, 5%
respondents after 1 years and 25% respondents said not interested to pay for the getit
services.



62

SWOT Analysis
Strength
1. Diverse business areas spread across Local
Search, Magazine Publishing and Printing
services
2. Into building India's best local business search
engine accessible via Voice, Internet, Mobile and
Print
3. Market leader in Indias publishing industry
4. Listed on both NSE and BSE
5. Entered into a Joint Venture (JV) with Reed
Business International, arguably the worlds
largest B2B publishers
6. They have also tied up with Google, Nokia and
STAR India with a view to transcending media
platforms and strengthening their position as a
comprehensive directories and publishing
solutions provider
Weakness
1. Company lacks using advertisement as source
of revenue
2. Copyright infringement is a concern
3. Adverse outcome in economic and political
conditions
Opportunity
1. Invest in new technologies and application
2. Growth of media and entertainment sector

63

3. Technological advances
4. Involve with subsidiaries to take up new
business opportunities
5. Regulatory reforms by government
Threats
1. Changes in laws and regulation relating to
printing sector
2. Regulatory changes and technological
advancement
3. Intense rivalry amongst competitors
4. Taste of viewers / audience of entertainment
industry may undergo changes
5. Changes in political and social condition in
India, the monetary policy of India and inflation
6. Unanticipated turbulence in interest rate
Competition
Competitors
1. HT Media
2. Jagran Prakashan
3. Infomedia Press
4. Next Mediaworks




64


RECOMMENDATION
Getit should adopt aggressive marketing strategies in order to promote its brand.
It should invest in advertisement, sales-promotion, enhance the quality of its products so that it
could attract more merchandisers.
Company should look into matters like promotional tools, delivery duration, payment modes and
merchandiser's convenience so that trust of merchandisers can be maintained.
Company should look into matters like promotional tools, delivery duration, payment modes and
merchandiser's convenience so that merchandisers can be more satisfied with the brand and thus
merchandisers satisfaction would definitely lead to increase in brand value or Brand Image.
Should maintain transparency so that trust of merchandisers can be maintained
Should also focus more on ethical issue like security, privacy and reliability.
Should add more mercyhandisers to add more variety of products.
Must provide the packing material to the merchants.
Must promote through ATL-BTL activities and through Television and Newspaper.



65


CONCLUSION
As the market size of Indian Online retail is growing at an annual rate of 35% . And as per some
reliable industry report, India is going to be the third largest nation of internet users in the next
two years.

This will provide a expansion to the company in their product GETITBAZAAR as the scope of
online retail in India is in boom and if the company implements improved marketing strategies to
increase it awareness, then in the upcoming time Getitbazaar will be one of the most accepted
store in India.


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GETIT INFOMEDIA
QUESTIONNAIRE FOR SURVEY
Name of customer..
Contact no..
Business type.
1).Have you ever used services of any these companies?
(a). Just dial (b). Sulekha.com (c). Ask Laila (d). Zatse (e). Ask me (f). Getit infomedia
2) How was your experience?
(a). Not good (b). Satisfactorily (c). Good (d). Very good (e). Excellent
3). If not (please specify the reason for the experience..
4). Are you aware of get it info media?
(a). Yes (b). No
5) Have you ever used any services of getit infomedia?
(a). Yes (b). No
6) Were you satisfied with the services of getit infomedia?
(a). Yes (b).no (c). Cant say
7). Do you know of infomedia yellow pages?
(a). Yes (b). No
8) Which company provides better services, than getit infomedia?
(a). Just dial (b).sulekha.com (c). Ask me (d).getit infomedia (e). Zatse

67

10) Which companies services are cheapest and best?
(a). Just dial (b).sulekha.com (c). Ask me (d). Zatse (e).get it info media
11). Which services of getit infomedia do you prefer?
(a). Online advertising (b). WSP (c). Ask me doctors (d). Online yellow pages
12) When are you interested for pay the getit services?
(a). Now (b). 3-6 months (c). 1- Years (d). Not interested
13). What do you expect from getit infomedia? (Please specify.