Project – We Likeof Welingkar Institute

7/23/2019 Project – We Likeof Welingkar Institute

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Project – We Like



1. We Tube



1.Dimensions ofAdvertising

Mrs. Veena Bedekar has expained ho! Advertising pa"s animportant roe to get more business. Advertising is e#ua" as important

as $aes and %arketing. Advertising makes brand a!areness b" makingbusiness popuar b" marketing it onine &socia media' digita marketing'emai marketing etc.( and o)ine media &outdoor ads' biboards' radio'ads on buses and ricksha!s etc(.

She has highlighted following points of advertising*

Misconception & esitation* $ome marketers think that spending onprint' radio' outdoor' tv ads are cost" and are short term !hich don+tprovide good ,- because the" don+t kno! the impact advertising onbusiness.!"portance of Advertising* /o! advertising is important to makebrand popuar and increase revenue b" e0ective media panning b"

targeting users b" age group' geographica area' gender' anguage etc.Meaning of Advertising* t starts !ith market research to nd targetcustomers' competitors' demand of customer' demand 2 supp" in themarket' scope of business etc.Mediu" of Advertising* Advertising $tationar" &visiting cards' etter'biboards etc.(' Print %edia &3e!spaper' %aga4ine' 5uetin etc.('

-utdoor %edia &/oarding' 5us' Train etc.(' Digita %edia &$earch6ngines' 6mai' Website' App etc.(' 6ectronic %edia &T7' ,adio etc.('

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Media #lanning* %edia panner chooses e0ective media !hich givebest ,- and attracts target customer !ithin the advertising budget.

%edia panning depends upon product or services' age:gender' targetarea' budget' suitabe and avaiabe medium' and rates of variousadvertising mediums.Advertising #yra"id* The advertising p"ramid sho!s ho! variousadvertising mediums can pa" an important roe at various stages ofadvertising p"ramid.

Logo' 5usiness 3ame Pate' $tationar" pa"s 1;;< roe in theadvertising p"ramid !hich ies at the end of the p"ramid.5rochure' 8"ers' PPT Presentation pa"s =;< roe in the advertisingp"ramid !hich ies at second ast stage of the p"ramid.Website' $ocia %edia' App' 5i 5oard /oarding pa"s >;< roe in theadvertising p"ramid !hich ies at the third stage of the p"ramid.

6vents' 6xhibitions' Print %edia pa"s on ?;< roe in the advertisingp"ramid. Thus advertising p"ramid has sho! ho! various mediums pa"s animportant roe in the advertising. These mediums are piars ofadvertising !hich can@t be compete" ignore !hie advertising.

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$ole of Advertising Agency* Advertising agenc" pa"s an importantroe in advertising as the" are expert in those eds and the" kno!

!here to spend e0ective" to get maximum ,-. Advertising agenc"cose" monitors each and ever" penn" spent. Agenc" has aread" runvarious campaigns for their cients earier and the" kno! !hichmediums are e0ective.Advertising agenc" aread" have professiona reations !ith various adproviders e.g. outdoor' tv' print' digita' socia media' radio' biboard

etc. The" a!a"s get the advertising proposa at the best cost.

Advertising agency provides following services to advertisers*• %arket ,esearch• Designing of Advertising 9ampaign• %edia Panning and 5u"ing•

6xecution of Advertising 9ampaign• Press ,eease $ervices• 6vent Promotion• 5rand A!areness• 5rand Deveopment

Conclusion* Advertising is as important as marketing and saes and!hich can not be compete" ignored as it is necessar" to make brand

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.$avings 7s nvestment

Prof ,aj Bumar has e0ective" expain ho! $avings and nvestment aredi0erent from each other. /e is aso expained ho! nvestment can

provide ong term benet in future b" smart savings.Savings* $aving is the amount remaining after debiting expenses fromincome.Old way of savingncome – 6xpense C $avingNew way of saving

ncome:$aving C 6xpenses/e has expain ho! !e are good savers but bad investors. /e has asoexpain ho! can !e overcome the ination b" proper" investing mone"for future gains.

!n%ation* nation gro!s in ndia at the rate of E:1;< so !e have to

contro our expenses to sustain the future purchasing po!er. nationeats a!a" our mone" and reduces out purchasing po!er.'a"ple* %r. $harma saved ,s 1;; toda" to bu" grocer" next "ear andkept mone" at home. 3ext "ear cost of grocer" increases to ,s. 11; dueto ination so %r. $harma has to add ,s 1; more because mone" hasnot gro!n as ination so he is bearing a ot of 1;<.

Good 'a"ple*7aue of ,s 1;;';;; saved in 1EE; is ,s 1?'>EF in ;1F at =< ination

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Wh" do !e fai in nvestment*• Lack of 8inancia Literac"•

gnorance

$o !e have to invest our mone" in various assets ike e#uit" market'rea estate' god' insurance poicies etc. to cope up !ith ination rate.$uppose ination rate is 1;< then !e have to increase our investmentat east 1;< to sustain the future purchasing po!er.

$uppose %r. I is making an 8D of ,s 1;;';;; in $5 at rate of interestE< and if ination rate is 1;< then %r. I is actua" beating a oss of 1<on his investment. $o %r. I has to gain a return of at east 11< to getsome gains from investment.

/e is given better soution to overcome from this probem b" foo!ingformua*,eturn C nation. 3o Jain,eturn K nation . Jain,eturn nation . Lost

The above exampe has proved that if !e don@t gain at east at the rateof ination then !e have to bear a oss !hich can be a threat to our

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!nvest"ent Solution*• We need to put our savings into productive use b" investing it in

diversied eds ike god' rea estate' insurance poicies' retirement:pans' e#uit" markets' mone" back guaranteed pant etc.

• nvest mone" in the ear" stage of ife. f !e start investing mone" atthe age of ;M then !e !oud be abe to get higher returns in future.

•

Noung peope shoud take higher risk at the" have good risktoeranceOappetite

• -d peope shoud take o!er risk b" investing in short terminvestments.

•

-ur investment shoud be as per goaOobjective not as per market orenvironment.

• 3ever invest borro!ed funds

• Don@t spurge a !hat "ou earn save for rain" da"

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F.$ocia %edia 2 PricingAdvantage

#rof. Suruchi (adav has expain about $ocia %edia heps business togro! onine. $he has compared $ocia %edia !ith traditiona advertising

in terms of reach' cost e0ectiveness' speed etc.)raditional "arketing is cost" and !e can@t target users based ontheir interest' age' geo ocation' mobie devices' #uaications'designation !hich #uite possibe through socia media advertising. Thecost per en#uir" generated through traditiona marketing campaigns arever" high if compared !ith socia media marketing.

We can have a mass reach across the gobe !ith socia mediamarketing. We customi4e and can have rea time monitoring on sociamedia marketing campaigns but it is not possibe !ith traditionaadvertising ike outdoor' tv' print' biboard etc.

Social Media Marketing can be done through*$ocia 3et!orking $ites &8acebook' T!itter' Linkedn' JoogeM'nstagram etc.(• 5og• 8orum• Press ,eease

• uestion and Ans!ers $ites• ,evie! $ites

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*hy every business needs Social Media+Whenever business shares their ne!s through print media' tv' radio'

biboards' outdoor ads then the" create on" one:to:one conversationi.e. users don@t get authorit" to direct" comment on their product orservices.

$ocia media #uite di0erent than traditiona advertising as it creates t!o!a" communication i.e. users direct" communicating !ith compan"

regarding feedbacks and suggestions so that companies get change toimprove their product or services !hich utimate" satises moreconsumers.

6ver" business needs to create their socia proes across socianet!orking sites to interact direct" !ith consumers. 5usinesses can ask

their consumers about their product or services b" conducting surve"sor pos on socia media patforms. n this !a" businesses get a chanceto improve their product or services.

$ome companies are getting suggestions from their users b" o0eringthem re!ard !hich heps them to make innovative products. $ome

companies have successfu" impemented such programs on sociamedia patforms.

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ow co"panies "arket the"selves on Social Media+9ompanies shoud have socia media proes and then the" can conduct

a ke"!ord search on socia media proes to monitor rea timeconversation happening in their niche. f companies nd that someusers are ooking for their services then the" can direct" market theirproducts to users. The" can get some $,! b" investing a sma amounton socia media marketing.

9ompanies can o0er discounts on socia media patform b" asking usersto promote their content on their persona proes b" using post ike orhashtags. t heps companies to reach mass audience.

Let@s see ho! it happens. $uppose %r. I has H;; friends and !e ask himto share our content on his !a then the content !i be visibe to H;;

friends and if some %r. I@ friends ike that content and again shared itthen content ma" reach to again thousands of peope. n this !a" abrand can be reached to mass audience b" running a smart sociamedia campaign. We shoud re!ard such users b" o0ering discounts'coupons' accessories' gadgets etc.

AM- had run one campaign got mass reach on socia media. n this!a" socia media is become one of the eading advertising patform

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?.Qse of $ocia %edia in%arketing

Miss Surashri Shivadavkar is expert in socia media marketing hasgiven a !onderfu ecture on ho! to use socia media in %arketing. $he

has given various tips to make brand popuar on socia media b" usingsocia net!orking sites ike acebook ' )witter' /inked!n' Google01#interest etc.

$he has expained foo!ing ke" points of use of $ocia %edia in%arketing*•

The search for $ocia %edia %arketing• 9hoosing the ,ight %ix• ,esources that brand needs to start on $ocia %edia• /o! to get organic fans• naugura 9ampaign for start ups• Bno! "our BPs

$ocia %edia %arketing is done to enhance brand image' drive traRc tothe !ebsite' reach bu"ers' generate sae through engaging content.

$he has aso expained !h" socia media is important marketingtechni#ue !hich can@t be ignored. $ocia media has !idespread reach

and !e can reach mass audience b" using socia media patformse0ective".

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*hy social "edia is i"portant* As per atest surve" expained b"Miss Surashri Shivadavkar sho!n foo!ing gures*• There are >HM miions users on $ocia %edia• >;< traRc comes from the and F tier cities• The reach of socia media is PA3 ndia• $ocia media gives the kind of extensive exposure to "our brand$ocia net!orking sites are important part of socia media marketingand brand a!areness on" can happen at a0ordabe cost if compared!ith traditiona advertising.So"e of the popular social networking sites*acebook *• There are 1;;M miions users from ndia• H;< of a 8acebook users check their page at east once a da"• 8acebook is no. one socia net!orking sites and is second popuar sites

in the !ord after Jooge)witter*• T!itter has G1M miions active users !ord!ide• Qsers post H;;M miions t!eet ever" da" one T!itter• G=< of T!itter@s active users are on mobie/inked!n*•

Linkedn has 1>1M miions professiona users !ord!ide• t is right pace for 55' 8ranchise 2 Tie ups !ith A Line 6xecutives toWe Tube




Google02JoogeM has more than H;;M miions user out of !hich FHE miions areactive users

She has suggested following Social Media Content Strategy*#ro"ote te'tual content* Textua content is necessar" for promotingcompan" updates' rep"ing to users #ueries. We can get content direct"from !ebsite and shoud be #uaitative and e"e:catchingVisual Content* 7isua content is much better that textua content as itattracts man" users at the same time and visua content a!a"s getsvira on socia media. =;< of users remember the visua content.reebies* 8reebies ove to get some discount voucher' re!ard points'accessories. $o running contest on socia media can get traction offreebies and the" !i make our content vira on socia media.

,rganic ans* -rganic fans can be generated b" inviting users throughfacebook friends' JM contacts' Jmai contacts' Linkedn connections orb" personai4ed emais.

Social Media #osting Suggestions*Qse ashtags !hie creating a socia media posts•

6ngage "oursef in trending topics on 8acebook 2 T!itter to organicfans' foo!ers We Tube



H.ntroduction to ,etirementPanning

Miss kta )haker is beautifu" expain the ,etirement Panning that!oud hep man" peope ike me for panning their future investment.$he has expained ho! an"one can overcome various situation that !i

happen in future b" ear" investing 6P8 and 6DL.

$he has expained about man" situations that can arise in future ikemedica expenses &operations' diseases' treatments etc(. $he has asoexpained ho! empo"ees and empo"er can benet each other b"contributing some amount in 6mpo"ee Provident 8und &6P8(.

She has e'plain following four steps of inancial #lanning*1.dentif" ike" sources of ncome in retirement.Decide on current investment !hich !i create sources of futureretirement income

F.Project the income needed to maintain a comfortabe standard ofretirement panning?.Adjust the retirement income needed for ination

She has also e'plained about factors that a3ect $etire"ent#lanning*•

6mpo"er provided retirement pan•$ocia securit" measures &!hich not avaiabe in ndia( We Tube




There are t!o t"pes of retirement pan i.e. Dened benet pan andDened contribution pan.4e5ned Bene5t #lan*• 6mpo"ees get benet upon retirement on"• 6mpo"er is the contributors to the pan• 5enets are based on tenure' no" after !orking for specied period• 9ontribution coud ver" time to time because of nation• ,eguar revie! is re#uired• D5 pans can re#uire that empo"ees contribute to the pant4e5ned Bene5t #roducts*• Jratuit"• Leave 6ncashment• ,etrenchment 9ompensation• 7ountar" ,etirement $chemes•

/,A$he has aso expain about ho! Jratuit" Tax Treatment foo!s in ndiab" sho!ing ke" formuas.Jovernment empo"ees have tax exemption on Jratuit" amount !hie3on:Jovt empo"ees have to bear tax if amount is more than ,s1';;;';;;.

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V$S ta'ation*8oo!ing things are exemptedfrom 7,$ Taxation*

Amount actua" received,s H;;';;;/igher of T!o*a.9ompeted "ears ofserviceSFSsaar"b.5aance months of serviceeftSsaar"5ut empo"ees has to !ork for ateast 1; "ears in the sameorgani4ation and is not !iing to!ork an"!here ese.

$A Calculation*,ent paid over 1;< of saar"H;< of saar"Actua amount received$aar"C5asic $aar"

4e5ned Contribution #lan*6mpo"ees get benet upon eaving the current job6mpo"ees provide most or a the funding b" deferring some

percentage of the saar"Calculation of #*For Employee1< of 6P8 of saar" of ever" monthFor Employer

1< of 6P8 of saar" of ever" month but empo"er@s contribution isbifurcated We Tube



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1.Dr. Avinash Phadke

4r Avinash #hadke has come from a midde cass %aharastrianfami" from Pune. /is father and grand father !as aso a doctor andthat is !h" he aso !anted to become a doctor. /is father used to run asma pathoog" in Pune in 1E>H. /e competed his MBBS from 6M hospita Mu"bai. After spending t!o "ears in B6% hospita' he !ant todo research in 9ancer treatment so he joined Tata 9ancer /ospita. /edid his %D in pathoog" from )ata Cancer ospital. /e !anted tomake his career in pathoog" sector and he then joined his father

business in 1E=H. /e started his o!n pathoog" and spread it across 1E:; cities in ndia. S$/ #athology conducts ;';;; test dai" of >';;;patients across ndia.

$,L pathoog" is aso tied up !ith various government agencies and isaso $- certied abs. Dr. Avinash Phadke !anted to expand his

business across PA3 ndia but coudn@t manage his o!n fund so hedecided to make a partnership !ith %r. Aja" Pirama' 9hairman of#ira"al Group. %r. Aja" Pirama funded the $,L pathoog" and took apartnership of >;<.

/is is running various pathoog" abs across ndia b" o!n and

partnering !ith Pirama group. WeLounge




Dr Avinash Phadke fees himsef uck" because he !as guided b"various senior doctors in Tata 9ancer /ospita and B6% /ospita. /e!as aso surrounded b" expert %D doctors from B6% and Tata 9ancer/ospita. %ost of them have aread" joined $,L Pathoog" and !orkingin the ,2D department. Dr. Avinash Phadke thinks that their empo"eesare asset of their companies as job s!itching rate is on" 1:<. The"have empo"ed around G';;; peope across ndia.

/e is !orking as a mentor and guest ecturer for various medicaassociation and hospitas in ndia. /is !ife Dr. 7andana is a doctor andhis son Dr. Aja" has aso joined his business.

Dr. 7andana visits his $hivaji Parks@ ab ever" da" and she persona"conducts the pathoog" tests for the patients.

Dr. Avinash Phadke started his rst ab in $hivaji Park' Dadar. 3o! hehas successfu" created more than ; abs across ndia.

Dr. Avinash Padke had a vision and !anted to set:up man" abs of $,Lpathoog" across ndia but it coudn@t be possibe !ithout his fami"' his

subordinate doctors' and investor. WeLounge




What made Dr. Avinash Phadke $uccessfu in Pathoog" 5usiness*•A Long Term 7ision•$upportive $ubordinate•8ami"•6ntrepreneuria $kis•%entors•9onsumers Trust

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% i h 9hit i 9 it



.%anish 9hitnis : 9apita8irst Ltd.

Mr. Manish Chitnis has shared the information about his journe" in theed of 3589 &7on Banking inance Co"pany(. /e started his career!ith ,ri' Auto inance /i"ited and he entered into 3589 $ection but

at that time Treasur" !as not a separate department as it !as bunded!ith Account and 8inance department. /e had to go into the market andarranged the credit ines for the compan".

n 1EE>' 7BC !ere going through the tough time as it !as notreguated b" ,5 but fortunate" ,5 reguated a 3589s in 1EE=. A3589 companies got recogni4ed in the market the" got a chance tointroduce P- in the market.

Mr. Manish chitnis moved to /&) 5nance in 1EE= just ater the3589s reguated b" ,5. /e !as !orking in the resource department ofL2T nance. /e just !orked there for 1= months and got a chance to!ork under L2T Limited compan". /e got a chance to !ork for po!erpant of P9. /e !anted to raise fund for this uni#ue po!er pant andthe" got fund from some corporates. /e got a chance to earn debt'borro!ing and treasur". Then the" formed the treasur" as a separatesection but there !as a risk associated !ith this department. The"

created a set:up for risk management in the treasur" department tokeep the reguar o! of the mone".We

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% i h 9hit i 9 it




Mr. Manish Chitnis then moved to 8uerton ndia Limited in t!o "earsand he again moved to The %assic in ;;= and got an opportunit" tohead treasur" department at internationa eve. /e got opportunit" toset:up treasur" department !ith risk management. /e eant so man"things from the internationa market. This compan" stared !ith ver"poor rating and funds and he moved from arge congomerate to a smacompan". t !as earning period for him. /e made a rst dea of ,s E;crores and rating got improved to =M ater. /e insisted compan" rating

department !h" is necessar" to run the compan" and ratingdepartment na" gave them the rating and compan" started gettingtrust from users and investors.

The compan"@ turnover become ,s. H;;; ater and aso got good rating.n this !a" he heped a sma compan" to gro! bigger.

/e then joined Capital irst /i"ited &8orma" kno! as utureCapital oldings( in 8eb ;;= and become 7P of Treasur" department. The compan" introduced P- in the market and !hich became thesuccessfu P- introduction in the e#uit" market in ndia after ,eiancePo!er. The" coud abe to generate ,s H?E crores from !#,.

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% i h 9hit i 9 it




Capital irst /i"ited !anted to serve on" customers rst b" o0eringvarious t"pes of oan to ac#uire the ne! customers. The" did a researchand found that some oans !ere not contributing prot to the compan"so the moved a!a" from man" customer oriented nancia services. The" aso started to nance corporate to set:up their businesses.

)hey now o3er various types of loan*• Loan Against Propert"•

T!o Wheeer Loan• $%6 Loan• Durabe Loan• Qsed 9ar Loan etc.

n this !a" 9apita 8irst Limited got diversied itsef into reated

businesses and made itsef protabe in the 3589. The" have reached to,s 1;';;;M crores of turnover.

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F.%r. %ohit Bhattar

Mr. Mohit 6hattar' %anaging Director of Godre8 7ature9 Basket!hich is one of the ndian@ rst' foremost and fastest gro!ing retaichain of food and gourmet stores. /e !as President at $ubhikshabefore joining Jodrej 3ature@s 5asket. /e aso !orked for T c"ces!hich is a part of %urugappa Jroup' Titan ndustries Ltd' ,eckitt5enckiser ndia. %r. %ohit Bhattar has more than ; "ears ofexperience in $aes' -perations' 5rand $trateg" %arketing and Jenera%anagement across ,etai' Durabes' 8%9J and Lifest"e industries.

/e has expain about ho! the marketing strategies have been changedfrom past fe! "ears. 5rands has to do T7 commercias to reach usersbut no! !e can reach mass audience b" socia media. We can do acustomi4e targeting to users b" socia media and other onine media.3o! distribution channes have been changed. 6arier companies used

to depend on distributing channes to se their product' no! companiescan se their products through %as.

/e is directing its strateg"' business operations as !e as managing itsexpansion. /e has aso hed positions of importance in Product andrand %anagement as !e as in $aes %anagement in companies ike

Titan ndustries Ltd and ,eckitt 5enckiser ndia Ltd. WeLounge



F.%r. %ohit Bhattar

/e started his career !ith $eckitt Benckiser !ndia !hich is an MGCcompan" and earnt man" things ike brand strateg"' marketing' saes./e then moved to T 9"ces and !orked there as a manager and had totake care of marketing of various t"pes of c"ces !hich is a commodit"product. /e created a brands ike /ercues' Lad"bird etc.

/e joined Jodrej 3ature@s basket after eaving T c"ces and turnoverof Jodrej 3ature@ 5asket !as ; crores. /e has competed over > "ears

in this compan" and has improved the turnover to ; crores. /e isver" satised !ith Jodrej 3ature@ 5asket as he is !orking in the retaiindustr". /e earns ne! thing ever"da" at Jodrej 3ature@ 5asket.

/e !orked !ith good bosses and earnt man" things from them. The"taught him ho! to create rapport !ith other subordinations and ho! to

think from compan"@ point to vie!. /e a!a"s thinks about from broadperspective i.e. from consumers and o!n compan"@ empo"ees.

/is has extensive experience in $aes' %arketing and retaiing ofconsumers goods and services across 8%9J' Lifest"e and retaisorgani4ations. %ohit is a %echanica 6ngineer and has competed his

post:graduation !ith an %5A in %arketing from 8%$' Dehi. WeLounge



F.%r. %ohit Bhattar

Things has made him successfu in the retai industr"*•6nthusiasm•%arketing $kis•$aes $kis•-perations $kis•$upportive 5osses•Adaptive 3ature•uick Learning



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:.,* ), #/A7 A4V$)!S!7G CAM#A!G7S AC$,SS MASS M4!A ), 4$!V B;S!7SSG$,*)

6ver" start up has to gain traction and gro!th b" marketing e0ective".5usinesses can bear a huge oss if advertising campaigns are not rune0ective". %an" start ups are no! investing in digita media forbranding. $tartups a!a"s ike to do "ass<"edia advertising acrossne!spapers' T7 and radio for gro!ing reach.

Mass "edia has imitation !hie targeting users. We can do customi4e

targeting in digita media. 3e!spapers have done innovation b"o0ering fu:page jacket ads to reach mass audience. %an" 8%9Jcompanies are making use of traditiona ne!spaper advertising toreach mass audience.

6ey insights for Mass<Media Advertising*

)argeting the right custo"er* t is necessar" to target rightcustomers for media advertising campaigns as one mistake can ead toa severe oss. We need to check foo!ing parameters for targetingright customers*Age Group* 1=:? "ears

Gender* %aes and 8emaes$elationship* 9oupes' $inges

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4iscerning Media #reference* We need to seect right media !hietargeting users because there are 1; ne!spapers' ;; ne!s channes'and 1H radio stations. There are some t"pes of toos !e need to refer!hie devising a campaign.• TA% &Teevision Audience %easurement(•,A% &,adio Audience %easurement(

TA% !as introduced in the market a decade age and it !orks on the

principe of instaed:devices at users+ home across the countr"' on thebasis of !hich the" extrapoate T7 vie!ing behavior of the entirenations.

/everaging Advertising !nnovation* 3e!spaper jacket advertising!as an innovation !hich got championed ear":on b" the e:commerce

giants and is no! considered a standard advertising format.

Nou need to understand the reation bet!een onine and o)ineadvertising media !hie devising the mass:media advertising. To be asuccessfu advertiser "ou need to understand the bu"ers persona'target age' target area' interest' gender etc.

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:.,* ), #/A7 A4V$)!S!7G CAM#A!G7S AC$,SS MASS M4!A ), 4$!V B;S!7SSG$,*)



=.AMA>,7 !74!A )!S ;# *!) VA6$A7G ), S//!7 $;$A/ !74!A

Vakrangee is a eading nancia and other services provide in rurandia. A"a?on is one the eading e:commerce porta in ndia and hasbecome a successfu e:commerce brand in ndia in just H "ears.7akrangee has na" said that the" are aRiating !ith Ama4on toprovide marketing' promotiona and other services across rura ndiathrough it+s +Bendras+

7ekrangee has buid an ecos"stem of sma outets to the ast:mie

gap for retais rms in rura areas.

7ekrangee has over FH';;; business correspondent bank branchesthrough !hich it aso o0ers insurance' e:commerce and e:Jovernmentservices.

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=.AMA>,7 !74!A )!S ;# *!) VA6$A7G ), S//!7 $;$A/ !74!A

7ekrangee hasn+t reveaed the commercia things that happenedbet!een Ama4on and 7ekrangee.

7ekrangee !i se or market Ama4on+ product through !ebsite but !ipromote products through o)ine marketing.

The kendras !i hep in purchasing and provide a ocations for pick:upof the parces.

Ama4on has become popuar in the urban area of !ndia and this tie:up!i make them reach in rura ndia !here onine shopping is sti adream. Ama4on !i have broad reach in urban and rura area !hich !imake Ama4on a trust!orth" brand in ndia.

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Mobile "arketing is become more popuar marketing techni#ue inndia. n ndia marketers used to do desktop advertising for promotiontheir products or services. 3o! smartphones have reached across thendia incuding some rura area. %obie advertising is no! considered asa separate digita marketing activit".

The mobie advertising is expected to increase be"ond ,s G;; crores in;1H' !hich is increased b" >;< if compared !ith past "ear. %obie

advertising professionas sa" that mobie ad spends !oud doube overexisting amounts and ma" increase in next coupe of "ears &it ma"cross ,s 1'?;; crore b" ;1>(.

Charulata $avi 6u"ar' C, of $a?on5sh !ndia has said that thebiggest shift !i happen in ;1G because the econom" !i stabii4e

and brands !i increase their marketing spends in mobie advertising.

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4ippak 6hurana' co:founder and 96- of 7serv aso agreed that ;1>!oud be a Utipping pointU for mobie advertising.

-ne of the reason for fostering the rapid gro!th are the gro!ingpenetration of smartphones in ndia and it has aread" come up !ith ?Jtechnoog" &8asted nternet $ervices(.

3ative advertising on mobie !i compete" changed and !i go

through a ot of customi4ation and marketer !i cose" emuate andeverage the characteristics of mobie environment.

acebook ' Google' (ahoo' Bing and other ad net!ork have aread"started to run campaigns specica" for mobie devices.

We can target mobie devices based on -$' $creen si4e' cost' brandsetc. This t"pe of customi4e targeting has made revoutionar" changesin the mobie marketing.

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Marketers and !) need to !ork together to achieve the goa.-rgani4ations have their o!n goa but marketers can+t aone achievethis goa. %arketers used to visit concerned person persona" fromcompanies persona" to market their product or services. T has done arevoutionar" changes and taken the !hoe !ord cose. A person fromndia can give ive demo to bu"er from $outh Africa b" using $k"pe' Team 7ie!er' 7ideo 9onferencing. This is ho! T has changed thetraditiona marketing.

%arketers need to befriend technoog" to avai services. The" don+tneed to be a technica" expert to use T services.

There is a reationship bet!een T and %arketers. %arketing is ike astriker in a baseba game and T is ike a goakeeper !ho guards

things.

Digita transformation has spread across the gobe as mobie users areno! using mobie or smartphones b" skipping P9s to access internet. The" are aso more active on social "edia.

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Desktop !i never be dead even if more peope s!itch to mobiedevices as desktops are introduced !ith /C4 and /4 screens.

1;;< peope in Singapore are on mobie devices but sti brandingdoesn+t happen !hie in ndia !here more than F;< peope use mobiedevicesV branding does !ork.

The pa" per cick ads cost in !ndia is cheaper than $ingapore and Q$. f

someone is cicking on a ke"!ords ike 9ar nsurance in ndia then thecost !oud be esser if compared !ith $ingapore and ;S. That is !h"digita marketing has become more successfu in ndia.

n this !a" marketers and T need to !ork together to achieve themarketing or saes goas.

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T,A &)raits of Attractiveness Matri'( has na" reveaed the mosta!aited Most Attractive Brands =:. $amsung mobies bags therst position in the "ear ;1H.

This "ear+s stud" invoved 1H';;; hours of ed!ork covering F1consumers:inuencers across 1> cities in ndia and generated H miiondata:point and 1G';;; uni#ue brands.

7. Chandra"ouli' C, of )$A said that $amsung mobies areattractive to its stakehoders because of its pricing' branding andposition in the ndian market.

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1;;; brands from F; categories !ere isted for +Most AttractiveBrands of =:+ and most of them !ere from 8ood 2 5everages &1>;brands(' 8%9J &1?H(' Automobie &H= brands(' and Appare &H> brands(.

$ome of the eading attractive brands in ndia are L9' 8asttrack' 5haratPetroeum' Dove' Pepsi' Dabur' Jooge' Prestige' 5ira 9ement' 5ata'B89' Airte' ndigo Airines.

This research is based on ho! brands are treating their customer interms of their productOservices and after saes service. 9onsumers asosee ho! brands are innovating their products. This research asoconsider ho! brands treat their empo"ees' stakehoders' users etc.

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acebook is number second popuar advertising net!ork in ndia afterJooge. 8acebook is tr"ing to improve their advertising customersupport in ndia b" o0ering free emai support. The" !ant to boost theirrevenue in ndia but poor customer support decining their revenue inndia.

8acebook has :@= "illion users in ndia and 1EF miion users in Q$.8acebook earns 1H cents per user in ndia !hie it earns G to = peruser in Q$ !hich is H; times more than ndia. Jooge earns F@"illion through their Advertising patform !hie 8acebook earns on"F= "illions in ndia.

Google started their advertising patform in ;;? !hich is six "earsonger than 8acebook b" o0ering search and dispa" ads.

Su"ant 6asliwal' 96- of =dresses.co" sa"s the" run ads on sociamedia to reach potentia customers bet!een 1=:FH but don+t get goodreturn from it. /e said that he !oud prefer T7 ads instead of sociamedia ads.

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)V ads are sti popuar in ndia due to its mass reach. 8acebook hasn+treveaed ho! man" sta0 member in ndia !ho serve advertisers inndia.

Shah' a 9ounterpoint ana"st said that advertisers in ndia are not!armed enough to socia media as a concept of marketing.

8acebook has said that 1.H miion business pages have been created inndia and increased b" HG< if compared !ith ast "ear.

/ive 'a"ple* persona" has a bad experience !ith acebook Ads. !anted to set:up remarketing campaign for m" cient. caed up8acebook hep center and asked for hep then came to kno! that8acebook is acking technica" expert !ho can hep advertisers. did a

research and set:up the campaign and never caed up 8acebook gu"sfor technica hep.

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acebook is second popuar ad net!ork in the !ord after Jooge.Jooge sti rues onine advertising industr" in the !ord for desktopand mobies ads as Jooge has a net!ork of miions of third part"sites. 8acebook has on" three patforms from !here the" are runningads i.e. Desktop $ite' %obie $ite' and %obie App. 8acebook doesn+to0er ads on third part" sites.

8acebook is sti improving his ad revenue across the !ord as moremarketers are taking 8acebook as a serious advertising media forbranding. %arketers reach mass audience b" running 8acebook adsbecause 8acebook o0ers customi4ed targeting.

8acebook o0ers various t"pes of ads i.e. 5oost Post' Page Like' Website9icks' 7ideo 7ie!s' 6vent Promotion' Website 9onversions' App nstas

etc.

Lets see ho! 8acebook is performing !ord!ide in the next side.

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acebook has reveaed their mobie advertising revenue !ord!ideand facebook advertising revenue has been increasing consistent"from past three #uarters gures.

8acebook "obile ads revenue is up b" >< from past one "ear.

f 8acebook mobie ads revenue is compared !ith this #uarter !ith ast#uarter then there is @I increased in the revenue of present #uarter.

8acebook is competing !ith Jooge on mobie ads net!ork but sti ithas gro!n steadi" b" strugging !ith other mobie ad net!orks.

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Google has aread" started to sho! search ads on Google #layStore !here users bu" apps and content for their Android phones.

According to Apri ;1H research from Gold"an Sachs' Jooge madeabout F:= billion in mobie search ad revenue ast "ear.

Jooge made ;< of its revenue of mobie ads b" sho!ing ads oni#hone devices.

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%arketers used to do T7 ads to aunch their product but no! the" haveunderstood the importance of digital "edia and the" are spending ondigita media to promote their products or services. $ome brands are

promoting their products or services on T7 as !e as Digita media formass reach.

#ratik Gupta' 9o:founder of o'yMoron said GH miion users outof :.@ billions users are onine. f an" brand !ants to reach thesepeope then digita is the on" medium to reach them at a0ordabe ifcompared !ith T7 ads.

)ata Sky aunched their ne! product +)ata Sky0 )ransfer+ !hichenabes set top box recordings and makes it avaiabe on tabet andsmartphones.

Last "ear the" aunched their )VC for +#rison Break + and bagged apace in the Limca 5ook of ,ecords.

Grant a bended scotch !hiske" aunched their digita campaign inndia. *illia" Grant & Sons unveied a uni#ue digita campaign +The

A!esome Xob+. The main objective !as to generate brand a!arenessand make brand more interesting.

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6V Sridhar' Chief Creative ,Kcer' Sapient 7itro' fees that theperception of brands has not changedV it is the consumers !ho arechanging. t is because of sheer necessit" that brands have been

aunching digita:on" campaigns.

Sridhar further highighted' YPeope !ant to be active and not passivetoda". The" !ant to react' and the digita patform ao!s them tointeract in the form of Like' $hare and 9omment. 6arier' T7 sho!ed aot of emotiona content and digita !as used for commerce and

transactiona purposes.

$peaking on this' Anshul Sushil' C, and 9o:founder at BoringBrands expained' YWe usua" !ork !ith start:ups and the" are run b"a bunch of inteigent peope. These gu"s beieve in doingunconventiona stu0 and understand the vaue of being di0erent. Theentrepreneurs of toda" !ant to capture the audience !ho is onine andthe" give the agenc" the freedom to do !hatever it takes to engagethese users.

(ogesh Gadekar' $enior Account %anager' Go?oop said' Yf "ourmarketing e0orts are not "ieding an" substantia resuts' chances are"ou+re not reaching out to "our audience in a !a" that the" !oud ike

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acebook said that it is no! partnering !ith %oat' an ad ana"ticscompan" !hich !oud verif" video ad "etrics on 8acebook to giveadvertisers the detaied performance of their video campaigns.

8acebook said the advertiser !i on" charge if users scros from top tobottom on its ne!s feed.

8acebook announced on their oRcia bog that ne! services !i bempressions based campaign that !i incude text' photo' inks' and

video ads.

This "oat a video ad ana"tics !oud provide the insights of Ads thatrun on ne!s feed' photo:sharing app and nstagram.

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!nstagra" just opened its advertising patform across the gobe tomake more mone" to compete $napchat.

8acebook reveaed their second #uarter revenue and prot fe E< asthe compan" increased spending to boost mobie revenue and futuregro!th.

8acebook brought nstagram in ;1 for F: Billion and 8acebookmobie ads earns F.= biion revenue b" running ads on" on mobie

devices per "ear.

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Social "edia "arketing is become one of the popuar advertisingtechni#ue. $ocia media advertising is some!here a threat totraditiona advertising. $ocia media can give mass reach to target

audience b" running e0ective". t is not necessar" to do socia mediamarketing on each and ever" socia media patform but "ou can targeton" fe! media from !here "ou !i get genuine foo!ers and ikesbecause these peope !i get converted into genuine bu"ers.

Best social "edia platfor"s for "arketing*

T!itter* T!itter is the best resource for creating and maintainingreationships !ith potentia customers !hich can hep to generateinterest in "our product and services.)ip* Qser /ashtags !hie posting updates on T!itter because itincreases "our visibiit".

acebook * 8acebook is number one socia net!orking site and hasover 1 biion users !ord!ide. 8acebook has high" sophisticatedtargeted advertising that gives "ou an opportunit" to reach reevantaudience.8acebook campaign bidding is done in foo!ing three !a"s*1. Cost #er )housand !"pressions &C#M(* Nou pa" a certain amount!hen thousand impressions are served. 3e!s

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)ip* 8acebook advertising is cheaper than T!itter Advertising

Google angouts*

Jooge /angouts can be high" e0ective at heping "ou to achieve thisgoa. $impe to use and !ith the abiit" to invite industr" members totake part' the chaenging aspect can be encouraging peope to join in.

#interest*Pinterest has around > miion month" users and is a popuar image

and content sharing site. Nou can promote "our product images andcontent on Pinterest b" creating a Pin 5oard.

)ip* $hare ideas and interact !ith "our audience b" ao!ing users tocontribute to "our board.

(ou)ube* NouTube is !ord+ number one video search engine.Ans!ering peope+ search engine #ueries is a good !a" to drive traRcto "our pages and gain exposure to "our brand. 9reating short 1:minute instructiona or +ho!:to+ videos can give "ou the opportunit" toaddress such #uestions and issues.

)ip* Pease make sure that "our videos are entertaining and 3e!sWire

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)hank (ou

Date post:	18-Feb-2018
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