PROJECT REPORT

ON

“ANALYTICAL STUDY ON IMPACT OF DIGITAL

MARKETING FOR PRACHI VIHAR PVT.LTD.”

By

ARCHANA KUMARI

ENROLLMENT NO.

...................

UNDER GUIDANCE OF

MD. AFZAL

(SR. ENGINEER AND CONSULTANT AT ORGANIZATION)

 CERTIFICATE OF ORIGINALITY

This is certify that the project “ANALYTICAL STUDY ON IMPACT OF DIGITAL

MARKETING FOR PRACHI VIHAR PVT.LTD.” is an original work of the student and

is being submitted in partial fulfilment for the award of the BJMC final year project of

Amity University. This report has not been submitted earlier either to this university or to

any other university/institution for

fulfilment of the requirement of a course study.

SIGNATURE OF SUPERVISOR SIGNATURE OF STUDENT

Place: Place: ARCHANA KUMARI

Date: Date:
 ACKNOWLEDGEMENT
With condore and pleasure i take opportunity to express my sincere thanks and obligation to

my esteemed guide MD AFZAL it is because of his able and mature guidance and co-

operation without which it would not have been possible for me to complete my project.

Finally, I gratefully acknowledge the support, encouragement & patience of my family, and

as always, nothing in my life would be possible without God, Thank You!

ARCHANA KUMARI
 DECLARATION

I hereby declare that this project work titled “ANALYTICAL STUDY ON IMPACT OF

DIGITAL MARKETING FOR PRACHI VIHAR PVT.LTD.” is my original work and

no part of it has been submitted for any other degree purpose or published in any other from

till date.

The empirical finding in this project are based on data collected by myself while preparing

this project.

This project is completed as a part of curriculum & all that information collected is correct to

the best of my knowledge.

ARCHANA KUMARI

ENROLLMENT NO.:
 TABLE OF CONTENTS

CHAPTER CONTENTS PAGE NO

Certificate
Acknowledgement
Declaration
Title of project
1. Introduction of the Study
2. Review of Literature
3. Objectives of the Study
4. Research Methodology
5. Data Analysis & Interpretation
6. Findings
7. Conclusion
8. Limitations
Bibliography
Appendix
Questionnaire
 TITLE OF THE PROJECT
“ANALYTICAL STUDY ON IMPACT OF DIGITAL

MARKETING FOR PRACHI VIHAR PVT.LTD.”

 Chapter-1

Introduction to study
 Chapter-2

REVIEW OF LITERATURE
This chapter is a review of related studies to the topic “ANALYTICAL STUDY ON

IMPACT OF DIGITAL MARKETING FOR PRACHI VIHAR PVT.LTD.”

The chapter is organized under the following heading:

Review of concept.

Review of related studies.

MEANING OF DIGITAL MARKETING:-

In India, Digital Marketing started to get visible around 2010. With the entry of eCommerce

players like Snapdeal & Flipkart, the digital marketing arena started to pick. The industry

growth between 2010 and 2017 has been tremendous. Various figures on the internet about

Digital Marketing in India peg the growth at 25% to 40% on an annual basis. Coming to what

is the future of Digital marketing in India? Digital Marketing will remain to be a robust

growing industry atleast for next 5 years. There are a lot of reasons as to why I believe the

industry is poised to grow at a staggering pace. To begin with, see below a research report

from Forester Research. The report which came out in Feb 2017 shows that India will be the

fastest growing online retail country in Asia Pacific. Further it says that India should grow at
a staggering 31% per annum for next 5 years. The reasons given by the report include, low

internet penetration, poor physical infrastructure, wide area and spread out population.

Further, to discuss in detail as to why I think Digital Marketing is poised for a robust growth

for the coming 5 years:

Internet Penetration The internet penetration in India is still on a very lower side. As per a

report from techinasia.com, India’s internet penetration in Jan 2016 stood at just 28%. With a

global internet penetration at 46%, India has a lot to catch up. As India spreads the wings of

internet to its people, eCommerce and Digital Marketing will become even more important.

India, the 7th largest country in the world for size and 2nd largest in population will have a

huge base of internet users in coming times. As more and more people access the internet, the

need for Digital Marketing is bound to go up.

Time spent on Social Media

Indians spend around 4.4 hours in a day on internet through their laptop/desktops and 3.1

hours through their mobile devices. With such a large a amount of time being spent on the

internet, it becomes a massive platform for using digital marketing. More and more brands

are shifting their marketing budgets towards digital marketing. The offline marketing avenues

are no longer preferred. This shift is bound to happen more in the coming years. As more and

more companies/brands work towards digital marketing, the industry is bound to grow at

significant rate.

Indian Government Efforts Digital India

Indian government in last 6 years has been putting lot of efforts in making Digital India. The

government has been promoting digital mode of getting services, paying through digital

payment channels and using digital platforms for all the upcoming new initiatives. Bheem

App, UPI and GST are good examples of how the Indian government is trying to bring most

people on the internet.

As you can see with a population of 1300 million people, India has 2/3rd of its population
who still have to come on the internet. With 90% of the population still not on Social media,

India is poised to a humongous growth in Social Media marketing. A report in Jan 2017 from

Assocham & Resurgent India says 69 Million Indians shopped online in 2016. This number is

expected to touch a 100 Million in 2017. This level of growth is not expected in any other

industry in India. With the digital marketing growing at this pace, it’s the best time to be a

part of this industry.

NECCESITY OF SUCH PLANNED DEVELOPMENT IN BETTIAH,

BIHAR.
Urbanization plays a significant role to progress and develop the human civilization because

it radically changes the basic foundation of the ingredients of social, economic, political and

cultural structures of a society and the country as well. Sustainable development can be

acquired with the implementation of successful urban planning but a city or town even a

country can be gradually unsuitable for living if the urbanization process is unplanned and

haphazard. This study was based on the process of unplanned urbanization in Bettiah

municipality of and also dealt its effects on the current socio – economic conditions.

The study showed that Bettiah municipality is gradually developed owing to the

unplanned urbanization yet many solemn and highly risky problems are perceiving and

detecting for both human and environment such as overpopulation, haphazard housing

service, health burdens, urban poverty, crime, child labour, erratic education system,

mismanagement of waste, deforestation, air, water, sound and soil pollutions, carbon

emission, environmental hazards, traffic jam, mismanagement and unemployment,

improper drainage system, inadequate entertainment facilities, drug abuse, vulnerable

ecosystem, medley lifestyle and culture etc. Finally, the study made some highly
effective suggestions and policy recommendations for escaping from these conditions by

which Bettiah municipality would be familiar as model urban region in India.

 CHAPTER-3
OBJECTIVES OF STUDY
To analyse the impact of digital marketing and social media connect to a organisation. This

study also shows scope and necessity of such organisation in such a unplanned locality to

improve infra and development.

 CHAPTER-4

RESEARCH METHODOLOGY

Research methodology makes the most important contribution towards the enrichment of

study. In a research there are numerous methods and procedures to be applied but it is the

nature of the problem under investigation that determines the adoption of a particular method

for all studies. Methods selected should always be appropriate to the problem under

investigation. This chapter discusses the research design, data collection methods, sampling

design, data design and data analysis.

METHODS ADOPTED:

This research was aimed at analysis of role of digital marketing in this era.

DATA COLLECTION APPROACH:

The base on which a study rests is the information that is embedded in it. The data for this

study was obtained as a blend of both secondary and primary sources.

PRIMARY DATA : Most of the information was gatherd through primary sources.

The methods that were collected primary data are:

 Questionnaire(Questionnaire prepared for conducting study was attached in the final

Project Report)

 Structural Interview.

SECONDARY DATA: The secondary data was collected through:

 Official report on related matters.

 Books and journals on digital marketing

 Websites
DATA ANALYSIS AND INTERPRETATION – Classification & tabulation

transform the raw data collected through Questionnaire in to useful information by

organizing and compiling the bits of data contained in each Questionnaire i.e

Observation and responses are converted in to understandable and orderly statistics

are used to organize and analyze the data.

 5. DATA ANALYSIS AND INTERPRETATION
Social Beat, one of India’s leading digital marketing solutions company, released its Digital

Marketing Industry Report 2018 after the first edition, Digital Marketing Industry Report

2016. The second edition of this annual report provides a comprehensive look into how

companies today are using digital marketing to promote their brands. 212 CMOs, CXOs and

Brand Custodians across a variety of industries in India participated in this survey over a

period of one month. The various industries that were covered in this survey included

Start-ups/Apps (16%), Real Estate (14%), Education (12%), Media/Entertainment (12%), E-

Commerce (9%), Retail/FMCG (7%), Healthcare (6%) and Travel (2%). The remaining 22%

comprised of industries falling beyond these 8 sectors. With such a diverse sample, this report

provides a complete picture of digital marketing in India.

Companies today are using digital marketing

to promote their brands

Startups/Apps
Real Estate
Education
Media/Entertainment
E-Commerce
Retail/FMCG
Healthcare
Travel
remaining

ANALYSIS: By analysing above report we can see how every industries art focusing on

digital marketing.

The survey revealed the growing influence of digital marketing, with 68% of brands currently
using digital marketing in their promotional strategies, while less than 9% use print ads, radio

and television. We can also see One of the most significant insights gained from this report is

that brands across all industries are beginning to use more of digital strategies in their overall

marketing efforts, as compared to traditional media. This is very encouraging because it

means that the use of digital marketing is going to become increasingly important for brands.

According to a survey named” Social beats” a digital marketing service provider “Along

with the increased use of digital marketing, brands are also beginning to allocate larger

portions of their overall marketing budgets for digital. While 57% of brands surveyed spend

less than Rs. 50,000 per month on digital marketing, as many as 21% spend between Rs.

50,000- 2 lakhs per month. Additionally, 33% of brands allocate more than 40% of their total

Marketing budget for digital marketing alone.”

SOCIAL MEDIA CONTRIBUTION IN DIGITAL

MARKETING (2018 REPORT)

Facebook
Google Plus
LinkedIn
Instagram

The 2018 report shows a diversification in the platforms used for digital marketing. While
previously, 89.25% of brands used Facebook according to the 2016 report, they are now
trying out a larger variety of digital marketing channels. 50% of brands now use Google and
Instagram, while 40% use Facebook, LinkedIn and YouTube. This also clearly points to the
immense popularity Instagram has gained over the last year among digital marketers.

One of the most interesting findings from this survey was the shifting marketing objectives of
brands. In the 2016 Digital Marketing Industry Report, 72% brands reported brand awareness
was their primary goal. In the 2018 report, however, a majority of brands said lead generation
and sales were their biggest goal from digital marketing.

The report also reveals what results brands are looking to achieve through their digital
marketing efforts. 51% of brands use social engagement as the primary parameter to measure
the efficacy of a digital marketing campaign.

For most brands, social media marketing continues to be the biggest form of digital
marketing used. While 42% of brands use social media, brands are also using landing pages
(21%) and search engine optimization (7-8%) for their digital marketing efforts. Content
marketing, influencer marketing, display advertising and mobile apps are also growing in
popularity.

The Digital Marketing Industry Report 2018 clearly shows the growing importance of digital
marketing in every industry. Digital marketers in India should seize this opportunity to
deliver quantifiable, significant results for brands through a variety of innovative strategies.
 AVARAGE MONTHLY MARKETING SPEND

MORE THAN 50L P/M

BETWEEN 10L - 50L P/M

Series 1

BETWEEN RS. 1L - 10L P/M

LESS THAN RS. 1L P/M

0 10 20 30 40 50 60

ANALYSIS: by analysis above data you can see industries are investing a large amount of
money on digital marketing and social media connection to promote their brand.
CHANNELS/MEDIUM LEVERAGED FOR MARKETING YOUR BRANDS

Sales

DIGITAL MARKETING
PRINT ADVERTISING
EVENTS
RADIO
TELEVISION
OTHERS

ANALYSIS:- By analyzing above data we can see digital marketing is most prefer medium
of marking in this era.
DIGITAL MARKETING SERVICES YOU
LEVERAGE
SEARCH ENGINE MARKETING

SEARCH ENGINE OPTIMIZATION

INFLUENCER MARKETING

CONTENT MARKETING VIA

BLOGS
DISPLAY ADVERTISING

MOBILE APP DEVELOPMENT

 CHAPTER-6
MAJOR FINDINGS AND RECOMMENDATIONS
Findings:

 Content marketing displaced social media marketing and emerged as the

top strategy for marketers in 2017, as per 57% respondents
 About 45% of marketers surveyed quoted customer engagement to be
their top priority for 2018
 Top Marketing Activities for 2017: Social Media Marketing (66%) tops the list
of marketing activities being planned for 2017, followed closely by Email
Marketing (56%) & Search Marketing (54%).
 Digital Marketing Investment and Budget: About 19% of marketing budget was
allocated to Online Marketing activities by India Marketers. A quarter of India
Marketers plan to increase their investment in Digital marketing activities by more
than 21% in 2017.
 CHAPTER-7

CONCLUSION

Based on finding above, the study conclude that Digital marketing is fastest medium of
marketing over print, TV, Radio etc. And now every company spending a amount for digital
marketing.

since most city of India are unplanned developed and we are also facing their adverse impact
So it is necessity to encourage such a organisation who is giving a shape of new india to rural
areas for free by working in planning and designing field. Since PRACHI VIHAR PVT. LTD
do designing work of rural area for free so its need to be get a attention.
 CHAPTER-8
LIMITATIONS OF STUDY
BIBLIOGRAPHY
 Damian Ryan (2016), Understanding Digital Marketing: Marketing Strategies for

Engaging the Digital Generation: Kogan page, London.

 David Ogilvy (1985), Ogilvy on Advertising; Vintage Publication.

 Al Ries and Jack Trout(2000), Positioning: The Battle for Your Mind; McGraw-Hill
 Bob Lord and Ray Velez(2013), Converge: Transforming Business at the Intersection

of Marketing and Technology; Wiley Publication.

 Frans Johansson(2012), The Click Moment: Seizing Opportunity in an Unpredictable

World ; Portfolio Hardcover publication

WEBSITES:-
 https://economictimes.indiatimes.com/news/politics-and-nation/unplanned-urbanisation-
pose-serious-development-challenges-india-to-un/articleshow/63709625.cms?from=mdr

 https://www.indiatoday.in/india/story/unplanned-urbanisation-migration-pose-serious-
development-challenges-india-to-un-1209540-2018-04-11

 https://thewire.in/culture/india-urbanisation-smart-cities

 https://www.socialbeat.in

 https://www.thehindubusinessline.com/specials/businessline-25/maximum-cities-are-
being-pushed-to-the-limits/article26105074.ece

 https://en.wikipedia.org/wiki/List_of_planned_cities
 APPENDIX

QUESTIONNAIRE

I am Archana Kumari a student of BJMC a part of my curriculum, I am to take a research

Project on “ANALYTICAL STUDY ON IMPACT OF DIGITAL MARKETING FOR

PRACHI VIHAR PVT.LTD”. To enable to undertake above mentioned study, I request you

to give your fair views. Your insights and perspective are important and valuable for my

Research.

Policy on Confidentially: Please feel free to give your honest responses. The confidentiality

of the information provided by the respondent is completely assured.

(1) Gender:

(a) Male [ ] (b) Female [ ]

(2) Age:

(a) 16-20 [ ] (b) 21-25 [ ] (c) 26-30 [ ] (d) 31-35 [ ] (e) 36-40 [ ] (f) 41 or more [ ]

(3) Marital status:

(a) Single [ ] (b) Married [ ] (c) Divorced [ ] (d) Widow/Widower [ ]

(4) Education Qualification:

(a) Graduate [ ] (b) Masters [ ] (c) Ph.D. [ ]

(5) Occupation:

(a) Students [ ] (b) Civil Servants [ ] (c) Self- Employed [ ] (d) Business Men/Women [ ]