Table of Contents

Sr.no. Topic Page no

1 Introduction 1
1.1 Company profile 1
1.2 About the Topic 2
1.3 Objectives of Project 7
1.4 Detail about study 8
1.5 Literature review 31
2 Research methodology 39
2.1 Research objective 39
2.2 Research design 40
2.3 Method of Data collection 41
3 Data analysis & Interpretation 42
4 Limitations of the study 44
5 Benefits of Study 45
6 Future Prospects 46
7 Conclusion 47
8 Contribution & Learning from 48
Project
9 Bibliography 49
10 Annexure 50
 1. Introduction

Company Profile
Introduction
Hikeparleague is established in year 2010 with the aim of giving services to
students by organizing class level competition, judging their aptitudes,
making them capable to achieve their job. Giving exposure to making them
selected in interviews. Making them capable so that they themselves evaluate
their current scenario and find best solution by their point of view.
Vision & Values Vision
'The most successful and admired Online company, by providing
knowledge with top class competitive quality services to students.’
Values
Values that we observe while we work:
 Integrity
 Innovation
 Student Care
 Team work
 Simplicity
Key Strengths

 Quality
 24x7 service
Background
Having goods and services marketed on the internet seems second nature
now, but actually internet marketing is a relatively new phenomenon. When
the internet first started and more of the public began to access it, companies
began to realize that they could utilize the internet to provide information to
potential customers. The first examples of internet marketing were simply
text websites. They were very basic and simple with no pictures or graphics.
As the internet started to develop, more and more companies realized that
they had a global audience at their disposal. Websites became more complex.
They contained pictures of products and graphics intended to keep the
customer interested. When businesses first started going online in the early
to mid 1990s, commercial web sites were often nothing more than online
brochures and product catalogues. Although credit card payment processing
was available, Internet users were concerned about putting their credit card
details on the net, so relatively few transactions occurred online. By our
standards today, these first websites seem archaic. However, they served
their purpose as people began to turn to the internet for information about
companies and what they had to offer. If someone wanted to buy
something, they would call the company on a phone number provided by the
website. Eventually, the technology existed so that companies could sell their
products right from their website. All these have changed with the
development of new encryption methods and secure site technology. Online
purchasing has exploded in the past three years and is expected to grow
exponentially over the coming decade. Many of the Internet marketing
pioneers who began selling online five years ago have become millionaires.
Books and courses that reveal their Internet marketing secrets are readily
available for purchase. There’s never been an easier time for starting an
Internet business. E-commerce began to grow very quickly once methods to
securely provide your credit card number became available. Consumers
could now order products right from their home. Companies could reach
customers all over the world. Online auction sites became very popular as
people could sell their items to each other for a small fee. There also was an
increased use of the internet as a source of advertising. Companies began to
place ads on other websites to promote their products. Today pay per click
advertisements benefit both the publishers of the websites and the company
which has goods to sell. Affiliate programs are also very popular. They allow
website owners to advertise products on their website and if a customer
purchases the item, then the website owner gets a percentage of the sale. The
internet has even been used as a primary source of advertising. Companies
have created innovative advertising programs, sometimes referred to as viral
marketing. Viral marketing seeks to create a buzz about a product through
word of mouth. Some viral marketing plans even use alternate reality games
in order to promote a particular product. The Internet is changing the way
we do business, the way we market, sell, service, distribute, communicate,
and work. Businesses are already beginning to communicate with
customers, distributors, suppliers, shareholders, and employees in a way that
is truly one-to-one and real-time. “Personalized” web sites are delivering
tailored messages to an infinite number of target markets. These sites can
change based on the user’s buying and surfing habits, past usage of the site,
demographics, relationship to the company, and a multitude of other
attributes which could be collected from the users online or culled from
corporate legacy databases. The Internet has also become the most
economical distribution system of information available. Companies can ship
“bits” weightless electrons around the world at the speed of light, for a
fraction of what it costs to ship heavy “atoms” at the speed of freight. In just
a few years the Internet will be as essential of a business tool as what the
phone and FAX are today. Intranets, real-time transaction processing, and
“customer self-service” are just the beginning. We are transitioning from
static sites to dynamic and personalized sites, from broadcasting to narrow
Casting, from information dissemination to actual commerce. But, we can
also look forward to an “information glut” of unimaginable proportions,
Web sites that run into the millions of dollars to build and maintain, and
massive data warehouses about consumers that are networked together
across companies and continents. The big story of the past few years has
been the incredible rise in the mobile user base in India. Growth now in
terms of new user additions is the fastest in the world. And there are plenty
of new consumers still waiting to be tapped. India has the potential to lead
in mobile data usage. Given that PC-based Internet growth has been slow
(even though that is now changing), the mobile Internet offers a great
opportunity for service providers in India. India has excellent mobile data
networks on both the GSM and CDMA platforms. In fact, given that the
focus for the operators is on new subscriber acquisition, the mobile data
networks potential has been largely untapped. Mobile phones with Wi-Fi are
already available for less than Rs.18,000. These prices will fall further. Get a
wireless access point at home and combine with a broadband connection, and
suddenly, the mobile can now access data networks bypassing the operator
and data charges. This will create the opportunity for an increasing array of
data services. It is the incremental web which will be the driver for the
mobile. If one stops thinking of the mobile as a poor man’s computer and
instead thinks of it as a new interactive device, then the potential of what is
possible starts to become apparent. The future will see the emergence of such
innovative data services in India.
Concept of Marketing
“The Process of planning and executing the conception,
pricing promotion and distribution of ideas, goods and services to create
exchanges that satisfy individual and organizational goal.”
- American Marketing Association
Marketing management is analysis planning, implementation and control of
programs designed to create, build, maintain
mutually beneficial exchanged and relationship with target market for the
purpose of achieving organizational goal.
-Philip Kotler

Concept of E-Marketing
E-Marketing is the use of information technology in the processes of
creating, communicating and delivering value to customers managing
customer relations E-Marketing is the fusion of IT with traditional
marketing.
There is no doubt about it – the Internet has changed the world we live in.
Never before has it been so easy to access information, communicate with
people all over the globe and share articles, videos, photos and all manner
of media. The Internet has led to an increasingly connected environment,
and the growth of Internet usage has resulted in declining distribution of
traditional media: television, radio, newspapers and magazines. Marketing in
this connected environment and using that connectivity to market is e-
Marketing. E-Marketing embraces a wide range of strategies, but what
underpins successful e-Marketing is a user-centric and cohesive approach to
these strategies. While the Internet and the World Wide Web have enabled
what we call New Media, the theories that lead to the development of the
Internet were being developed from 1950s.

objectives of the Project

 To study the impact of marketing activity over Internet
 To study the sales promotion programs on Hikepar League.
 To study the build and retain brand loyalty.
 To study to introduce new product.
 To study to attract new customer.
 To raise awareness of the company, product, or service within a
clearly identified target market
 To communicate the benefits of the product or service

Scope of Study
This study helps to understand the about the concept of e-Marketing. The
study will help the management of Hikepar League in forming the future
policies regarding sales promotion strategy. This is like descriptive method
of understanding about how to promote your products or services while
using internet. It will also describe what are the methods and strategies of e-
Marketing with advantages and disadvantages also.
Details about Study
Before we start detailed study about E-Marketing first try to understand
that why we need E-Marketing concept in today’s era. Marketing through
Internet is becoming very important. It is very cost effective and measurable.
And the main feature of it is Global reach with 24x7x365 scenario with real-
time feedback which attracts each and everyone to use it.
Why E-marketing?
 Exceptional opportunity for knowledge-rich organizations
 Cost-effective to build a global brand & reputation
 Instrument for business development
 Many benefits
• Internal communication
• Knowledge management
• Market intelligence
• Project management
There are different forms of E-Marketing from them some are described
below:
E-mail Marketing
 Automatic digest, Flash alert, Newsletter / Electronic magazine
o Active promotion of website content
 Key success factor:
o Development of permission-based mailing lists
 Metrics:
o Open rate
 o Click-through rate
o Conversion rate
Pay per Click Marketing
Ad copy and selecting the right keywords is essential, rather than, deep
pockets. Developing effective copy within a limited space is a unique skill.
You need to identify what the customer is thinking and how he will try and
find you. PPC charges are steadily increasing so it's more important than
ever to manage your campaigns effectively & efficiently.

Blog Marketing
Just because a website looks like a website doesn't mean it's just a website. It
could be a blog too. Blogs have lots of great tools build into them that make
search engines like them a lot more than a static website. Features like
category tags, RSS feeds and the 'pinging' of new content to other sites
means you can't afford to ignore the value of blogging as an internet
marketing strategy.

Search Engine Optimization

SEO (organic search optimization) can engage prospects at different points
of the buying process and provide long term returns.
Banner Ad Testing
Display media has many opportunities for optimization with both creative
testing and media targeting.
Social Media Marketing
Social media is a rapidly evolving channel with many risks and rewards.
Facebook, Orkut, Twitter are some social marketing websites for promoting
your business, and it is very effective way to promote your website to
maximum users of Internet.
Affiliate Marketing
This is process in which a product or service developed by one person is
sold by other active seller for a share of profits. The owner of the product
normally provides some marketing material (sales letter, affiliate link,
tracking facility).
Local internet Marketing
This is the process of a locally based company traditionally selling belly to
belly and utilizing the Internet to find and nurture relationships, later to take
those relationships offline.
Blackhat Marketing
This is a form of E-marketing which employs deceptive, less than truthful
methods to drive web traffic to a website or affiliate marketing offer. This
method sometimes includes spam, cloaking within search engine result
pages, or routing users to pages they didn't initially request.

Viral Marketing
 Hot Mail was one of the first examples of viral marketing
 Another “e” term for “word-of-mouth” advertising
 Bulletin boards, e-mail, chat rooms are the major conduits for
viral campaigns

Affiliate Marketing
  This basically refers to selling other people’s product in return
for a commission. This is probably the fastest way anyone can get
started with earning money online. Not going to explain how this is
done as you’re going to find out how later.
 Partnership and affiliate programs are booming
 Cooperation between online companies
 Commission programs and banner exchange programs lead this
channel
Banner Advertising
 Volatile history with sharply declining click through rates
 New forms such as java, active x
 Pop-ups, pop-under and other new delivery methods are gaining
acceptance
 Branding is possible with banners

Search Engine Optimization

 The process of improving the volume and quality of traffic to
a web site from search engines via "natural" ("organic“) search results
 SEO is the single-most important online marketing activity
 The benefits of a well “SEO” site will be dramatic

E-Marketing Mix
The e-Marketing Strategy is normally based and built upon the principles
that govern the traditional, offline Marketing - the well-known 4 P's
(Product - Price - Promotion - Positioning) that form the classic Marketing
mix. Add the extra 3 P's (People - Processes - Proof) and you got the whole
extended Marketing mix. Until here, there are no much aspects to
differentiate e-Marketing from the traditional Marketing performed offline:
the extended Marketing mix (4 + 3 P's) is built around the concept of
"transactional" and its elements perform transactional functions defined by
the exchange paradigm. What gives e-Marketing its uniqueness is a series of
specific functions, relational functions, that can be synthesized in the 2P
+ 2C+ 3S formula: Personalization, Privacy, Customer Service, Community,
Site, Security, Sales Promotion.
These 7 functions of the e-Marketing stay at the base of any e Marketing
strategy and they have a moderating character, unlike the classic Marketing
mix that comprises situational functions only. Moderating functions of e-
Marketing have the quality of moderate operate upon all situational functions
of the mix (the classic 4 P's) and upon each other.

1. Personalization
The fundamental concept of personalization as a part of the e-Marketing mix
lies in the need of recognizing, identifying a certain customer in order to
establish relations (Establishing relations is a fundamental objective of
Marketing). It is crucial to be able to identify our customers on individual
level and gather all possible information about them, with the purpose of
knowing our market and be able to develop customized, personalized
products and services.
For example, a cookie strategically placed on the website visitor's computer
can let us know vital information concerning the access speed available: in
consequence, if we know the visitor is using a slow connection (eg. dial-up)
we will offer a low volume variation of our website, with reduced graphic
content and no multimedia or flash applications. This will ease our
customer's experience on our website and he will be prevented from leaving
the website on the reason that it takes too long to load its pages.
Personalization can be applied to any component of the Marketing mix;
therefore, it is a moderating function.
2. Privacy
Privacy is an element of the mix very much connected to the previous one -
personalization. When we gather and store information about our customers
and potential customers (therefore, when we perform the personalization part
of the e-Marketing mix) a crucial issue arises: that of the way this
information will be used, and by whom. A major task to do when
implementing an e-Marketing strategy is that of creating and developing a
policy upon access procedures to the collected information. This is a duty
and a must for any conscious marketer to consider all aspects of privacy, as
long as data are collected and stored, data about individual persons.
Privacy is even more important when establishing the e-Marketing mix since
there are many regulations and legal aspects to be considered regarding
collection and usage of such information.

2. Customer Service
Customer service is one of the necessary and required activities among the
support functions needed in transactional situations.
We will connect the apparition of the customer service processes to the
inclusion of the "time" parameter in transactions. When switching from a
situational perspective to a relational one, and e-Marketing is mostly based
on a relational perspective, the marketer saw himself somehow forced into
considering support and assistance on a non-temporal level, permanently,
over time. For these reasons, we should consider the Customer Service
function (in its fullest and largest definition) as an essential one within the e-
Marketing mix.
As we can easily figure out, the service (or assistance if you wish) can be
performed upon any element from the classic 4 P's, hence its moderating
character.

3. Community
We can all agree that e-Marketing is conditioned by the existence of this
impressive network that the internet is. The merely existence of such a
network implies that individuals as well as groups will eventually interact. A
group of entities that interact for a common purpose is what we call a
"community" and we will soon see why it is of absolute importance to
participate, to be part of a community.
The Metcalf law (named after Robert Metcalf) states that the value of a
network is given by the number of its components, more exactly the value of
a network equals the square of the number of components. We can apply
this simple law to communities, since they are a network: we will then
conclude that the value of a community rises with the number of its
members. This is the power of communities; this is why we have to be a part
of it. The customers / clients of a business can be seen as part of a
community where they interact (either independent or influenced by the
marketer) - therefore developing a community is a task to be performed by
any business, even though it is not always seen as essential. Interactions
among members of such a community can address any of the other functions
of e-Marketing, so it can be placed next to other moderating functions.

4. Site
We have seen and agreed that e-Marketing interactions take place on a
digital media the internet. But such interactions and relations also need a
proper location, to be available at any moment and from any place - a digital
location for digital interactions.
Such a location is what we call a "site", which is the most widespread name
for it. It is now the time to mention that the "website" is merely a form of a
"site" and should not be mistaken or seen as synonyms. The "site" can take
other forms too, such as a Palm Pilot or any other handheld device, for
example. This special location, accessible through all sort of digital
technologies is moderating all other functions of the e-Marketing - it is then
a moderating function.

6. Security
The "security" function emerged as an essential function of e-Marketing
once transactions began to be performed through internet channels. What
we need to keep in mind as marketers are the following two issues on
security:- Security during transactions performed on our website, where we
have to take all possible precautions that third parties will not be able to
access any part of a developing transaction;- Security of data collected and
stored, about our customers and visitors. A honest marketer will have to
consider these possible causes of further trouble and has to co-operate with
the company's IT department in order to be able to formulate convincing
messages towards the customers that their personal details are protected from
unauthorized eyes.

7. Sales Promotion
At least but not last, we have to consider sales promotions when we build an
e-Marketing strategy. Sales promotions are widely used in traditional
Marketing as well, we all know this, and it is an excellent efficient strategy
to achieve immediate sales goals in terms of volume.
This function counts on the marketer's ability to think creatively: a lot of
work and inspiration is required in order to find new possibilities and new
approaches for developing an efficient promotion plan.
On the other hand, the marketer needs to continuously keep up with the latest
internet technologies and applications so that he can fully exploit them. To
conclude, we have seen that e-Marketing implies new dimensions to be
considered aside of those inherited from the traditional Marketing. These
dimensions revolve around the concept of relational functions and they are a
must to be included in any e- Marketing strategy in order for it to be efficient
and deliver results.

E Marketing Strategies
 The Offer: Product strategies – Existing products sold online or
new products offered to the customers
 The Value: Pricing strategies – Dynamic pricing and Online
bidding
 Distribution strategies – Direct marketing and Agent E Business
models
 Marketing Communication strategies
  Relationship Management strategies – CRM software + customer
behavior = comprehensive database

6 Simple steps to start e-Marketing

Starting e-Marketing is easy but walking on the right path is not so easy.
There are just too many options you can consider! However, typically I
would recommend my clients to follow 6 simple steps to plan and start doing
e-Marketing and they are:

1. Building Effective Website

2. Designing Compelling Messaging
3. Sending Strategic Newsletters
4. Online Advertising
5. Managing Customer Databases
6. Building Alliances

(1) Building an Effective Website - I have shared in other articles how

important it is a website for e-Marketing to be successful. It is not only
design and layout but also the real business strategy behind. You have to
consciously to make your website effective for your business and engaging
your customers interactively. A website will only perform well when it is
being revised and updated according to the environmental changes with
Compelling Messaging.
(2) Designing Compelling Messaging - It is really back to marketing basics
about communications. You have to high play your products/services'
benefits rather than functionality in order to distinguish your differential
advantages over your competition. A lot of time, customers' buying decisions
are based on trusts that built on the success references you are giving of
other cases. Before you get this right, e-Marketing will never be a success.

(3) Sending Strategic Newsletters - e-Newsletters are so easy to send out if you
have any emails of our suppliers, partners, customers and prospects.
However, your compelling messaging must be ready before your e-
Newsletters can be successful. In additional, you need to send out useful
information or knowledge occasionally other than sales promotions in order
to attract your target audience to keep subscribing your newsletter.
(4) Online Advertising - The most basic Online Advertising option I
recommend is Search Engine Marketing. It is becoming mandatory for any
companies nowadays to make sure their company
information/advertisements are showing on the first page of search results.
Without doing this, your website will just never be found in a very long
while, Other Online Advertising options can 30 be Web Banner Ad on your
target customers populated websites or contextual advertising, etc.

(5) Managing Customer Databases - When you start doing e-Marketing, the
next important thing is to keep up with your customer database(s). This is
very crucial because your customer database will grow throughout your e-
Marketing activities. The most basic way to do this is to use Excel or
Outlook or any other mail clients but as you grow your customer database, it
is better to adopt Customer Relationship Management software or an e-
Marketing campaign software.
(6) Building Alliances - No one can be successful by doing e-Marketing alone
and this is the fact! Hence, building alliances and letting your alliances to
promote your products/services in their websites and other channels are the
very key to success with e-Marketing. You potential return on investment
(ROI) will grow even better than you can imagine.

How to Business Successful Through Internet?

Internet the way we do business today. It has broken physical boundaries and
has provided each small, big and mega businesses a global business
opportunity. Your online presence, your website provides you an equal
opportunity to have your presence felt.
The irony those among the millions of websites ruling the internet world
only thousands are successful. As they say you not only need a quality
product or service, you need to package and most importantly sell it. That
leads us to the question how to get successful online? Simple answer
packages your website and makes people aware of it.
The basic rules of business apply here too with the difference that here you
cater to a global market. The internet offers you with a variety of tools which
applied correctly can make the winning difference.

Your website needs a design and for this you need a web designer. Correct
web design, colors and correct placement of web elements on your web page
are important aspects for your site to succeed.
Remember to maintain a contact page which mentions your contact details
on the site have a sitemap and design the site for users. It is of utmost
importance that you keep search engine optimization factors in mind. Have
your pages titled. For more on this contact a web designer.
If you are in business retail or manufacturing a good idea is to have your site
e-com enabled. You must have shopped on the internet, if not you are
among the chosen few. If you have you must be aware of the shopping cart
on the e-commerce site. The shopping cart enables your visitors to manage
their shopping well. You will need a payment gateway and a merchant
account to receive money for sales. To test out your site integrate it with
Paypal and try out the shopping experience.
1. So your site seems to be ready now. Next step. Make your site
presentable and make it known. So we are now into advertising and
marketing of your website. Here note this that 95% of websites gets visitors
from referred from search engines. These search sites work like a gateway
to the internet world.

2. Your next step towards making your site known to others is to follow
the search engine optimization tips offered by the search engines while
making your site. You should look for the terms people use to search your
type of service or product and create your site around it. As in the advertising
world headings for your pages should be catchy. Internet visitors scan web
pages for information instead of reading through them, so all the rules of
advertising world which helps in writing the content for the advertisement
apply here. Do it yourself, get to know what the inverted pyramid style of
writing is or hire a web designer, see specialist to do it for you.
3. With pay per click, the internet advertising world has revolutionized.
It offers you advertising opportunities on the net for a few shillings. Check
out Google Ad sense or Overture PPC campaigns. These are offered by
mostly the leading search engines and your advertisements are displayed on
the search result pages of these sites for keywords you choose. If controlled
optimally you can benefit from these. Use PPC to get visitors to your site
during the launching period. Dual benefits. One you get visitors though your
site is too new and second due to advertising, your site gets noticed. If you
are not aware of this, use the services of a PPC management company to do
this for you.

4. So what else to look out for? Interaction. Give reasons to your visitors
to come back to your site. Start a newsletter campaign. Offer your visitors
something free. Give them tips. Start a blog. Make your visitors come back
to your site.

5. Give them options to sign up for your newsletter free. You get their
emails and use a mailer program to send out regular mails to them.

Choose the Purpose of Your Website

 Selling Products
 Selling Services
 Driving Traffic
 Selling Traffic

Selling Services

Of course not all products are physical and selling services has never been
easier when using the Internet. Now lawyers, consultants and educators can
provide information and/or advice and charge for it through their website.
Using tools like Internet files, discussion boards, and web conferencing
makes these professional services available to a wider audience. Location is
no longer an issue.
Offering Services
The Internet is a terrific way for service providers to connect with their
customers and meet the needs of their customers even if it is not face to face.
Here are some of the services you can now provide to customers through
your website:
 Consulting
 Education
 Advice
 Resource Management
 Recommendations
With the Internet tools now available you can upload files, books, videos,
manuals and even whole university courses. Your customers can take
advantage of your services, and you get paid, all online.
Providing Information
The Internet is a fantastic way to reach your target audience and sell
information. If you have access to a database or specialized information you
can charge your customers to view it. Here are some of the types of
information sites where you can make money:
 Real Estate
 Investing
 People Finding
 Consumer Reports
 Book Summaries

Opportunities of E-Marketing
1. Incremental revenues
 The internet is a level playing field in terms of sales and marketing
 Everyone can attract new clients through very targeted and
measurable marketing
 Global distribution reach is available to all, not just the major
brands that have global networks

2. Reduced cost of sale

 A brand web site has the lowest cost of sale
 Enables business to be “channel shifted” from more expensive
channels, such as travel agency or call centers
 A strong brand web site enables the reliance on OTAs to be reduced
and relationships to be renegotiated in order to bring down the overall cost of
sale

3. Enhanced brand loyalty and client relationships

 A direct client should be retained for future marketing
and relationship building
 A customer booking through an OTA is likely to remain loyal to
the booking channel
 Actively seek to build relationships with clients delivered through
OTAs for future, cheaper marketing

Also,
 Internationally more than 33% of surfers buy online
 E Marketing reduces prices
 Huge potential for growth (70% rural population)
 E Intermediaries
 Affordable computers and internet connectivity
 Desire of the customers
 Cheaper technology

Purchasing variations
The three most common ways in which online advertising is purchased are :
 CPM
 CPC
 CPA.
 CPL
 CPE

CPM (Cost Per Impression)

Where advertisers pay for exposure of their message to a specific audience.
CPM costs are priced per thousand impressions, or loads of an
advertisement. However, some impressions may not be counted, such as a
reload or internal user action. The M in the acronym is the Roman numeral
for one thousand.

CPV (Cost Per Visitor) or (Cost per View in the case of Pop Ups and Under)
Where advertisers pay for the delivery of a Targeted Visitor to the
advertisers website.

CPC (Cost Per Click):

Also known as Pay per click (PPC). Advertisers pay each time a user clicks
on their listing and is redirected to their website.
They do not actually pay for the listing, but only when the listing is clicked
on. This system allows advertising specialists to refine searches and gain
information about their market. Under the Pay per click pricing system,
advertisers pay for the right to be listed under a series of target rich words
that direct relevant traffic to their website, and pay only when someone
clicks on their listing which links directly to their website. CPC differs from
CPV in that each click is paid for regardless of whether the user makes it to
the target site.
CPA (Cost Per Action) or (Cost Per Acquisition) advertising It is
performance based and is common in the affiliate marketing sector of the
business. In this payment scheme, the publisher takes all the risk of
running the ad, and the advertiser pays only for the amount of users who
complete a transaction, such as a purchase or sign-up. This is the best type of
rate to pay for banner advertisements and the worst type of rate to charge.

CPL (Cost Per Lead) advertising

It is identical to CPA advertising and is based on the user completing a form,
registering for a newsletter or some other action that the merchant feels will
lead to a sale. Also common, CPO (Cost Per
Order) advertising is based on each time an order is transacted.
Cost per conversion describes the cost of acquiring a customer, typically
calculated by dividing the total cost of an ad by the number of conversions.
The definition of
"Conversion" varies depending on the situation: it is sometimes considered
to be a lead, a sale, or a purchase.
CPE (Cost per Engagement) is a form of Cost per Action
Pricing first introduced in March 2008. Differing from cost-per impression
or cost-per-click models, a CPE model means advertising impressions are
free and advertisers pay only when a user engages with their specific ad unit.
Engagement is defined as a user interacting with an ad in any number of
ways.
Advantages of E-Marketing:

When compared to traditional marketing, E-Marketing is the apt way to

promote your products and services globally. There are many advantages
some of which are listed below.

Global Reach

 No physical or geographical limitations- The use of the internet as the

mainstay of operations virtually eliminates geographical boundaries.
 Access to unknown buyers and sellers.
 Own your virtual office.
 Always accessible (24/7)
 Enhance your business prospects and profits.
 Reach target audience.
 Publicizing your business through various chambers of commerce &
Industry and trade Associations.
Easy Marketing
 Classified information on competitive products.
 Acquire product knowledge.
 Compare products & Services.
Economics
 Cost effective strategies.
 Faster & easier access to products, buyers and sellers.
 Save Time and money you spend on sending faxes, couriers etc.
  Save money you spend on printing Catalogs, Brochures and other
promotional material.
 Updates
 Change of content is possible immediately.
 Add new products and services.
 Link other principle sites to your e Brochures for wider content
reach.
 Add latest news, events and other information immediately.

More attractive compared to physical brochures

 Graphical user interface.
 Provide product animations.

Also,
 Internet adverting enables good conversion tracking
 Targeting : trick is to place your ad where the right customers can
see it
 Internet advertising is huge
 Internet advertising has a lower entry-level fees
 Internet advertising can be much cheaper
 Internet advertising has greater range
 Budget is low
 The presentation to the market:
 Relatively trouble-free: choose from a variety of advertisement ways
like Banner Ads, text ads, etc. All from the comfort of your home.
 Update ads: You can easily test the market
 Direct Response:
Disadvantages of Internet Marketing
 Limitation-internet marketing requires customers to use newer
technologies rather than traditional media. Low-speed Internet
connections are another barrier. From the buyer's perspective, the
inability of shoppers to touch, smell, taste or "try on" tangible goods
before making an online purchase can be limiting. However, there is
an industry standard for e-commerce vendors to reassure customers by
having liberal return policies as well as providing in-store pick-up
services.
 Security concerns-Information security is important both to companies
and consumers that participate in online business. Many consumers are
hesitant to purchase items over the Internet because they do not trust
that their personal information will remain private. Recently some
companies that do business online have been caught giving away or
selling information about their customers
 Broadband induced trends-Online advertising techniques have been
dramatically affected by technological advancements in the
telecommunications industry. Online advertisers are working feverishly
to design rich multimedia content that will engender a “warm-fuzzy”
feeling when viewed by their target audience.
 effects on industries-Internet marketing has had a large impact on
several previously retail-oriented industries including music, film,
pharmaceuticals, banking, flea markets as well as the advertising
industry itself
Challenges
 Data privacy or Data Protection
 Low percentage of computer penetration
 Internet connectivity
 Low percentage of surfers entering into online transactions
 Misuse of Credit cards
 Cyber security
 Cyber crime
 Loss of personal touch in shopping
 Legal issues (Trade mark, Domain name, Copyright, Jurisdiction
issues, etc.)
 Mistaken purchases or auctions
 Literature Review
4 P’s and additional 3 P’s of e-marketing
 Conventional
 Product : Physical item or service that a company is selling
 Price : Amount the customer pays for the product
 Place : How the product/service gets to the customer, sometimes
called “place” referring to “where” a product/service is sold

 Promotion : Any means of spreading the word about the product

 Additional
 People : Right person, trained well, motivated
 Process : Providing services to customers
 Publishing : Case studies, testimonials

Cs of E-Marketing
Contract:
The e-marketer’s first goal is to communicate a core promise for a truly
distinctive value proposition appealing to the target customers.
Content:
It refers to whatever appears on the website itself and on hot linked websites.
If chosen appropriately, it can increase both the rates at which browsers are
converted into buyers and their transactions.

Construction:
The promises made by e-marketers are not unique to the Internet, but the
medium’s interactive capabilities make it easier for them to deliver on their
promises quickly, reliably, and rewardingly.
In practice, this means that promises must be translated into specific
interactive functions and Web design features collectively giving consumers
a seamless experience. Such design features as one- click ordering and
automated shopping help deliver the promise of convenience.

Community:
Through site-to-user and user-to-user forms of interactivity (such as chat
rooms), e-marketers can develop a core of dedicated customers who become
avid marketers of the site too.

Concentration:
Targeting through online behavioral profiling. Advertisers have known for
some time that behavioral targeting is vastly superior to simple demographic
targeting. Knowledge of a consumer’s past purchases interests, likes/dislikes,
and behavior in general allows an advertiser to target an advertisement much
more effectively Department stores have long kept track of consumers’ past
purchases. They are thus able to project what other types of products a
consumer might be interested in and then send an appropriate coupon or sale
offer. Credit card companies are the ultimate gatherers of behavioral
targeting information. They maintain vast databases of cardholders’ past
transactions, and they sell lists of this data to advertisers. The same type of
behavioral model is forming on the Internet. Publishers and advertisement
networks monitor the items that a consumer has expressed interest in or
purchased on a site (or network of sites) in the past and target advertisements
based on this information.
Convergence:
We will soon enter the next round of the E-marketing battle as broadband
reaches the masses. The Internet will become more ubiquitous and wireless;
televisions will become more interactive; video/data/voice appliances will
converge; brand advertising and direct marketing practices will integrate;
domestic brands, commerce and marketing will become even more global;
and big marketing spenders will spend more money online. Many companies
that are well positioned today will need to continue to evolve to take
advantage of the opportunities. The success of Internet advertising
companies will largely be driven by how they maneuver among the coming
developments. Rich media, brought on by broadband, will allow advertisers
much greater creativity by bringing in new types of advertising to the
Internet, as well as enhancing some of the more traditional forms.
Broadband technology will allow the convergence of television and the
Internet. Dubbed “interactive TV,” in its simplest form, will consist of a
television with some interactive capabilities. Basically, a user will see a
television screen that is three-quarters traditional television, but with a frame
that has Internet capabilities. This frame will allow users to access up-to-the-
minute sports scores or news on the Web, for example. More importantly for
E- marketers, it would allow viewers to immediately leap to the website of
an advertiser whose ad was being shown. The user could find out more
information or order the product right there.
Commerce:
The last emerging fundamental of e-marketing is commerce, whether it
includes offering goods and services directly, or marketing those of another
company for a fee, thus helping to cover the fixed costs of site operations and
to offset customer acquisition costs.
To be successful on the Internet, e-marketers will have to do more than
reproduce their off-line business models on line because these business
models work only at considerable scale. Interestingly, It is possible for online
marketers to be profitable even at lower sales volume if they exploit
efficiencies in e-Marketing and synergies with the off-line business, with
examples as follows.

Internet Marketing Strategies: Three Step Formula

[1] Developing Your Product
Your first step will be to develop a great product. You're probably thinking
that's easier said than done, but it's really not. The absolute best product is
one that you can develop yourself and deliver over the Internet. With today's
technology, there is absolutely no reason why you can't create your own
product.
The knowledge you have within your own mind is extremely valuable.
Everybody is good at something, has a special talent or some specialized
knowledge. Use this knowledge to create a product.

The key to developing a great product is exclusiveness. Your product should

be unique and not be in competition with hundreds of other similar products.
You must give your potential customers exactly what they want. Develop a
high-quality product that fills a void to increase your chance of success.

Another consideration of great importance is your target market. Keep in

mind, the Internet is a global marketplace. Develop a product with a large
geographic target and a wide appeal. A great product will fulfill a need or
desire and provide instant gratification.
Here are a few of the top sellers:
 Software
 Information
 Private sites
 Internet services
Before you develop your product, do some research -- find out exactly what
people want and develop your product accordingly.

The most important consideration when developing your product is quality.

Your product should not only deliver what you promise, but should go above
and beyond the expected and over deliver. Your customers satisfaction is of
the utmost importance
.
[2] Developing Your Web Site
Once you've developed a great product, your next step will be to develop a
great web site. Your web site must be specifically designed to sell your
product.
Everything within your web site should have one purpose -- getting your
visitor to take action. Words are the most powerful marketing tool you have.
The right words will turn your visitors into customers. The wrong words will
cause them to click away and never return.
Your words are the entire foundation of your business. Your product, your
web site and your marketing strategies all depend upon your words. Fancy
graphics don't make sales -- words do.
Every word, sentence and headline should have one specific purpose -
- to lead your potential customer to your order page. Write your web site
copy as if you are talking to just one person. Identify a problem and validate
that one visitor's need for a solution. Continue to write and explain why your
product is the solution to their problem. Tell them exactly what your product
will do for them -- why it will solve their problems and how. Pack your copy
with benefits and more benefits.
Write to persuade -- that's the bottom line.
Here is some additional information on Search Engine Marketing.

[3] Developing Your Marketing Strategies

Your marketing strategy is the final process of your plan. Your plan must
include both short-term and long-term strategies in order to succeed.
Short term marketing strategies are those that bring you a temporary boost in
traffic. Although these techniques are very important to your over-all plan,
they are only a temporary traffic source and must not be solely relied upon.
Short term marketing strategies include: Purchasing Advertising
 Participating in Forums
 Search Engines
 Etc.
Long term marketing strategies are those that bring you a steady stream of
targeted traffic over time. These strategies will continue to produce results
even years down the road.
Long term marketing strategies include:
 Opt-in Lists
 Blogging
 Social Networking Sites
 Social Bookmarking Sites
 Giving Away Freebies
 Article Marketing

By creating and implementing a balanced marketing strategy, using both

short-term and long-term strategies, you will drive a steady stream of
targeted traffic to your web site.
If you use this simple formula when creating your Internet marketing
strategy and excel at all three, you can literally

How to make the best e-marketing:-

 Get a good location
 Give people what they want
 Lure them in with enticing offers
 Make shopping (browsers) a pleasure
 Signpost things clearly. Give directions.
 Sell more while they are in shop. 1:3
 Keep in touch
 Database is very important, grow it. Add, Delete, Modify and
Maintain it. Quantify business from each contact
 Research Methodology

Research objectives
 To study how the satisfaction level at work affects the customer
decision of being with organization.
 To identify business opportunities in current scenario by marketing
using internet.
 To identify how much students aware about Internet
 To identify Marketing Strategies to be adopted for Hikepar League to
launch a new business
 Importance of detailed competitive analysis to develop future
business plan
 To identify what type of adverb tenements actually students preferred

Research design
 This project is done with the view of understanding the workings of
advertising at “Hikepar League” of pre-impact of the
advertisements on the targeted audiences.
 The advertisement recall study method is adopted to understand the
effectiveness of the advertisement which should be effective.
 “A research design is the arrangement of conditions for collection and
analysis of data in a manner that aims to combine relevance to the
research purpose with economy in procedure”
  The study was conducted on the basis of list of respondents who were
targeted for vehicle brand. From that customer preference were
collected and were enable to cover almost all the leading brands. This
was the research design for the project.

Method of data collection

Primary Data
The study mainly depends on primary data. Questionnaire method will used
to collect data.
Questionnaire Method: A questionnaire was distributed to number of
employees belonging to two different branches of the organization. They
were requested to fill up the form & return it. Data was collected from these
received forms.

PRIMARY DATA
By Survey:
This method implies the collection of information by asking or filling
survey form from students. The information obtained relates to what is
currently happening and is not complicated by either the past behavior or
future intentions or attitudes of respondents.

Sample Space:-
The total sample space for my questionnaire part was 10
Data Collected from the college students of Diploma Engineering of MS
University.
 Data analysis & Interpretation

Awareness about Internet

Reasons to use Internet

Ad preference to see

From data collected we can analyzed that advertisement given on TV and

Newspaper is suitable for promotion when you are launching a new project
or business plan. “Hikepar League” is going to introduce a new online
competition for college students, so from above graph we can see students
use internet mostly for mail, chatting and social networking sites, so it is
better to make aware them on mail or social networking sites. And there is a
little awareness for using internet in students so it will be less profitable for
this company till one to two year to grow at hike.
 Limitations of the study

There are several limitations with the study.

 The sample size use is only from one college students to draw out a
concrete conclusion
 The time devoted to complete the research was not enough.

 As with any descriptive research, the findings of this study are to be

accepted with several limitations. Since limitations of a study can be
viewed as directions for future research in the field, it is pertinent to
list limitations and future research opportunities simultaneously.
 Promotional strategy which is discussed more focus on online
advertising and viral marketing, but it may possible that though
company running by website only, print media or TV is effective way
for marketing.
 Benefits of Study
 By studying this project each can have a deep knowledge about what
are major factors needs to consider when we start online business.
 The language used is easy to understand and deeply described each
and every concept.
 A new era of marketing online is now easily understandable after
reading this project.
 Future Prospects
 Various promotional strategies such as participating in the exhibitions,
contests, etc. can be adopted.
 More emphasis can be given to Television advertisements with respect
to online advertisements
 Bandwidth increases enabling more powerful applications and real
time communications.
 More integrated technologies (TV, PCs, mobile based technologies)
making the internet more interesting and more accessible.
 Awareness about internet is very little, so if such activity can be done
so students automatically attracts towards internet then this business
can easily grow to top level in near future.
 Conclusion
From this Project I discussed, I can say that today’s era pure Internet
addicted world going to increase day by day, so by catching this opportunity
e-Marketing is very developing in all nations gradually. It breaks down
logistical barriers, offers greater flexibility, shrinks time and cost, simplifies
complex business processes, opens up new markets
The most important aspect for me is marketing of the business on internet; if
this is carried out effectively no one can stop you from earning maximum.
The other thing is that we reached to the customer expectation in regarding
to the product quality, service, price, and the main is to increase knowledge
with the help of online study material, so the clients of company are going to
increase, the marketing dept performing good role with all the clients.
 Contribution & Learning from Project

This is my Project through which I can give my own ability and creativity for building
any kind of business plan. I worked to build “Hikepar league” a new venture first time
in India. I have given idea about what type of quality services customers really needs,
which are not properly served by others. I have contributed by giving survey report
before launching the plan, so company can have idea about how much ahead they can
go.
This project has learnt me a lot about a real marketing under guidance of corporate
leaders. I have learnt how to deal with others, how to promote offers, & company also. I
have learnt new strategies of marketing and building Brand image.
 Bibliography
Websites
 www.google.com
 www.doubleclick.com
 www.emarketing.com

Magazines & books

1- Google e-book “e-marketing strategy” 2- Business world
 Annexure
Survey Questions

Note: This questionnaire is for the purpose of data collection for the college
project for summer training Project in M.B.A.
(1) How much you aware about Internet?

 Fully
 Better
 Moderate
 Little
 None
(2) How many times you use internet in a month?

 Daily
 Weekly
 15 days
 Monthly
(3) For which reason you surf Internet mostly?

 Entertainment
 Informative
 E-Mail / Social Networking sites / Chatting
 Soft wares
 Not Applicable

(4) Have you taken part in any competitive exam?

  (a)Yes (b) No

(5) Have you given any online exam?

 (a)Yes (b) No

(6) How much you use Internet for your study?

 Less than 25%

 Around 25% to 50%
 Around 51% to 75%
 Around 76% to 100%
(7) Which Ad you prefer mostly to see?

 Newspaper
 Radio
 TV
 Internet
(8) On Internet which ad attracts you?

 Text Ad
 Pop Up Ad
 Flash Ad
 Banner Ad
 Not Applicable
(9) Which one type of study material will you choose if you are given
both?
  (a)Books (b) Online material

(10) Any one talent OR skill you find in you?

 (b) Not Applicable