KImberly Design

Social Media Marketing at
Kimberly Design
AMITY GLOBAL BUSINESS SCHOOL, BANGALORE

TABLE OF CONTENTS
Content
Chapter - 1 Introduction
Chapter - 2 Literature Review
Chapter - 3 Research Methodology
Chapter - 4 Data Analysis & Interpretations
Chapter – 5 Findings, conclusion & recommendation
Annexure
Bibliography

CHAPTER 1
Introduction

NEED FOR THE STUDY:
It is critical to have an apprehend information on how companies use social media to grow
their sales and market their Brand/Company, at the same time the employees are self-
formidable and increase their sales , overall performance and productivity.
Motivation simplest does to increase the quantity of self-warranty of an employee withinside

the personnel. “It gives the pressure for people to carry out their goals and preserve their
responsibilities or treatment troubles.” Motivated personnel manner a significantly green
institution of people, all of in case you need to help you gain your business business
enterprise goals. To comprehend the employee retention way of business enterprise and
assemble the willingness in employees to paintings.
OBJECTIVES OF THE STUDY:
1.To check the specific social media advertising strategies and
Newtheir net improvement procedure
2. To check the groups Outlook towards unique advertising techniques
3.To check net improvement manner and apprehend distinctive factors approximately
growing a net web website online
4. To check specific working 1/three withinside the organization to make
certain clean capability on the identical time as growing content material cloth for his or
her social media advertising or net web website online.
5.To locate out the techniques accompanied thru Kimberly layout to inspire employees for m
ore creativity on the identical time as growing content material cloth.

SCOPE OF THE STUDY:
In this studies check, I enjoy how Kimberley layout and their personnel create content

material cloth and cross approximately the procedure of making a net website online for
a emblem that retail and manufactures fixtures merchandise which are each custom
designed and ordered in bulk. The guy or woman withinside the organization make
certain that the complete lot that
they located out approximately the organization is usually complete of data approximatelythe
ir merchandise and manufacturing procedure.
What is the meaning of social media marketing?
The that means of the time period social media can also additionally be derived

from phrases which represent it. Media usually refers
to advertising and advertising withinside the verbal
exchange of thoughts are data thru guides/channels. Social implies
the interplay of people inside a collection for community.
Taken collectively, social media truly refers to verbal

exchange/guide structures which may be generated and sustained thru the
interpersonal interplay of people thru the unique medium or device. Wikipedia has
a fashionable definition of the time period social media is the democratisation
of data reworking humans from content material cloth readers into content
material cloth publishers. It is the shift from a published mechanism to a many- to -many
models, rooted in conversations amongst authors, humans, and friends.

Social media advertising refers to a procedure of gaining net web website online web website
online visitors or interest thru social media internet web sites. Social
media advertising software withinside the direction of Centre or attempt to create content
material cloth that draws interest and encourages readers to percentage it with a social
networks. A organization message from purchaser to purchaser and presumedly resonates as
it appears to be come from a trusted , 1/three-
celebration deliver in vicinity of a emblem or organization itself. Hence,
this shape of advertising is pushed thru phrase of mouth that means it consequences in on
the media as adverse to paid media.
Socialmedia advertising is a emblem new advertising approach with nearly each enterprise is
adopting to attain their purchasers networks. If you have
got got an concept and additionally you desired to attain tens of heaps and heaps, at a
totally little fee, then social media is the simplest manner out. Entertainment groups cross 1st
to undertake a social media as a promotional device.
Weinberg (2009) has described social media advertising because the procedure that
empowers people to sell their web sites, merchandise, or offerings thru on line social
channels and faucet directly to a miles large network that might not had been to be had
thru conventional channels. So in case you preserve it easy, social media advertising is
the procedure wherein firms use social media web sites to construct believe at the
Company respectable web sites.
It does now no longer forestall right here however firms additionally knowledgeable
capacity clients of taking place withinside the firms, release of the brand new version
of product and brand new information approximately the enterprise thru social media
packages.
God (Hammered) has associated social media advertising to the connection

advertising which tune is want to shift from seeking to promote to creating
connections with the purchasers this motives of social media advertising

Texas on the alternative aspect of advertising are constructing family members with
capacity clients is the important thing to repeated bought an greater Friend loyalty.
Social media synonym of gear that enterprise is used to create a totally sturdy public
relation with the clients of June digital networks.
Dimension of the social media marketing-there are five dimensions of a social

media marketing which means these five things are required to create
connections with consumers or to building traffic to company website
Online communities-a company or business can use the social media to build a
community around its products/business. Vibrant community create loyalty and
encourage discussions, which can contribute towards business development and
improvement.
Interaction-a Facebook page on Twitter account to notify all its followers

Ashoka Pacific subject quickly and simultaneously. Social networking sites
enable greater interaction with online community through Prakash Singh up to
date, consumer relevant information. Sharing of content-the sharing dimension
is about to extent to which an individual exchanges, distribute and receives
content in a social media setting
Accessibility- The social media is easily accessible and takes minimal or no

costs to use. Social Media is easy to use and does not require any special skills,
knowledge to use.

Credibility- it is all about delivering a message clearly to people, establishing
credibility for what you say although, connecting emotionally with your target
audience, motivating the buyer and generating loyal customers. The social
media platform provides a very good platform for all businesses to network and
reach out to the target audience, connect with them directly and generate trust
by listening to what they have to say.
Need and Importance of Social Media Marketing
1. It is notably powerful to carry out withinside the corporations. • Motivation of

worker reduces absenteeism.
2. Encouragement and motivation results in improvements and imagination.
3. It additionally leads to accumulate top relationships.
4. It has a scope to enhance worker morale.
5. Motivation of personnel results in discount in worker turnover.

Company Profile
Vision:
To be a manufacturer and supplier of goods to customers as per their requirements on

time at competitive prices without compromising on quality and values in a self-
sustaining model.
Mission:
To be committed manufacturer following strict regime of quality and delivery

schedule striving to increase efficiency in manufacture by continuously improving the
process to reduce cost of inputs and time.
  Development through continuous innovation to add value to every process

and product to match customer expectations.

  Certify a continuous learning process and personal development of every
member of the team to achieve long-term growth.
  Develop an atmosphere conductive to ensure fair and ethical business
policies for the development of the company along with the society.
  To develop and improve on what the market demands for, with joint
capabilities to deliver the highest possible quality while ensure economies.
Quality policy:
"Quality is never accident, it is the aftereffect of diligent work and assurance."
As quality is of foremost significance to us, consequently our gifted Quality Control

managers lead strict checks and investigation on the obtained products before
dispatching them to the clients. We endeavour hard to comprehend our customers'
needs and give their homes, workplaces and showrooms an exquisite.
We are committed to manufacture and supply of materials to our customer as per their
requirements of quality and delivery schedules
Kimberly Design furniture is produced by the following basic steps
• Selection and classification of poles

• Straightening of poles
• Measuring poles and cutting to length
• Bending and moulding poles
• Drilling, grooving and end-coping components • Assembling components
• Binding and weaving components together
• Scraping and sanding
• Finishing

Furniture Manufacturing:
Machining process is the key area for high quality product as it is the value adding
operation in furniture production. Therefore, investment on production machinery
inessential to the industrial player in order to meet the required product quality. There
is anteed by the industrial players to work together with research institutions to
develop woodworking technology. In addition, the furniture industry should explore
the use of other materials like metal, plastic and composites in their furniture.
Furniture Design :
The product is given more significant value for the market and successful, if the
product developers can full fil, and integrate the user needs into a new intended
product. It is suggested that focus should be Manufacturing Furniture
Gaps in Furniture Manufacturing :
Innovation from an industrial perspective can be classified into two, namely the
“innovation of the product” as well as the “innovation of the process”. However, the
furniture manufacturing practices are more focused on product innovation rather than
process innovation. The furniture industry should work with public institutions with
R&D facilities to develop new technology (STI) and process innovation. In term of
product innovation, additional materials such as metal, plastic, and composite could be
utilized by the furniture industry to developed new products with less usage of wood.
placed on furniture designer and user who are the main stakeholders in determining
the success of a product.
Raw Materials :

The furniture industry is currently facing problems such as low quality rubber-wood
due to rubber tapping activities, long maturity time (7 years for kelampayan, 12 years
for acacia, 20 years for rubber-wood), and illegal logging. Advanced biotechnology
and genetic modification will spearhead a new breed of hardwood timber plant with
less than 3 years maturity time (Furniture Workshops, 2017). This three years
harvesting cycle will allow better plantation control in terms of land use or pest. This
faster timber plant maturing time will make hardwood timber plantation much more
attractive than current timber plantation in terms of return of investment (ROI). Faster
ROI for timber plantation will shift logging activities toward timber plantation rather
than natural forest. On the other hand, non-wood based material will become
ubiquitous with the advancement of 3D scanning and additive manufacturing
technology. In future, furniture design can be downloaded through the internet and
customized to suit individual customer. The furniture can then be 3D printed by the
user or any additive manufacturing services company. Thus, it is imperative for
furniture companies to start investing in original design furniture.
Advantages digital marketing brings for customers
With rapid technological developments, digital marketing has changed customers

buying behaviour. It has brought various advantages to the consumers as given below:
-
Stay updated with products or services - Digital marketing technologies allow the
consumers to stay with the company information updated. Nowadays a lot of
consumer can
access internet any place anytime and companies are continuously updating
information
about their products or services.

Greater engagement - With digital marketing, consumers can engage with the
company’s

various activities. Consumers can visit company’s website, read information about the
products or services and make purchases online and provide feedback.

Clear information about the products or services - Through digital marketing,
consumers get clear information about the products or services. There is a little chance
of misinterpretation of the information taken from sales person in a retail store.
However, Internet provides comprehensive product information which customers can
rely on and
make purchase decision.

Easy comparison with others - Since many companies are trying to promote their
products
or services using digital marketing, it is becoming the greatest advantage for the
customer in terms that customers can make comparison among products or services by
different suppliers in cost and time friendly way. Customers don’t need to visit a
number of different retail outlets in order to gain knowledge about the products or
services.
24/7 shopping - Since internet is available all day long; there is no time restriction
for when customer wants to buy a product online.
Share content of the products or services - Digital marketing gives viewers a chance
to share the content of the product or services to others. Using digital media, one can
easily transfer and get information about the characteristics of the product or services
to others.
Apparent Pricing - Company shows the prices of products or services through

digital marketing channel and this makes prices very clear and transparent for the
customers. Company may regularly changes the prices or gives special.
Enables Instant Purchase - With traditional marketing, customers first watch the
advertisement and then find relevant physical store to purchase the products or

services. However, with digital marketing, customers can purchase the products or
services instantly.

Literature Review
A Systematic Literature Review is defined by Kitchenham as, “A systematic

literature review (often referred to as a systematic review) is a means of

identifying, evaluating and interpreting all available research relevant to a
particular research question, or topic area, or phenomenon of interest”.
The literature review work is influenced by Qualitative approach; keeping this

in view study of literature was conducted. The study was also focused in finding
the suitable process for optimizing hotel automation software. Literature review
was carried out to gather theoretical data of different researches in the area of
our interest and to have insight of philosophical perspective, for better
understanding in the study area.
To gather literature of interest, different resources and databases was gathered

available for free on internet and also direct interview was conducted to collect
some primary data about the methodologies and best practices of
responsiveness.
The review was started with the extraction of related information about the need
of current software and website in public and selection of proper tools and
process which could accomplish the requirement of the customer. The software
and the website is regarding the hotel management system and which must be
responsive in accordance with the customer request.
Some useful technologies were referenced from similar kinds of projects which
were already developed. Those needs were referenced to reduce the paper work
by collecting the feedbacks from customers and understanding the actual
easiness the users search for.
The requirement for the information and easy access is the primary requirement
for any software and website. The website and software design was already
prepared. The digital marketing plan and strategies were prepared. First the
available resources were analysed to know about the current potentiality of the
organization in terms of human resource and available expertise in the current

field. The level of complexity of the plan and marketing strategies were decided
according to the level of knowledge of users and dynamic software and website.
After the needs for the digital marketing of the website was finalized through
various tools, the research and work related to Search Engine Optimization was
performed. Search Engine Optimization plays an important role in helping for
the Digital Marketing of the certain website/product.
The text book The Art of SEO, 2nd Edition, S. Eric Enge, Stephan Spencer,
Rand Fishkin (2012). O’Reilly Media, gives the depth knowledge about
comprehending SEO’s many intricacies and complexities. This text book fully
assisted to explore the underlying theory and inner workings of search engines.
It helped to understand the role of social media, user data and links. It also
helped to discover tools to track results and measure success.
Internet marketing has been described simply as ‘achieving marketing

objectives through Bing digital technology’ (Chaffey at al., 2009).
Digital marketing is the use of technology to help marketing activities in order

to improve customer knowledge by matching their needs (Chaffey, 2013).
In the developed world, companies have realised importance of digital

marketing. In orders for business is to be successful they will have a traditional
methods for meeting the needs of customers more precisely (Persons, Ziesser,
Waitman 1996).
Introduction of new technologies as creating new business opportunities for

marketers to manage their website and achieve their business objectives (Kiani,
1998).

Online advertising is a powerful marketing Michael far is leading brands and
increasing traffic for companies to achieve success (song, 2001).
Expectations in terms of producing results in measuring success for advertising

money spent, digital marketing is more cost of machine for measuring ROI on
Advertisement (Pepeljak, 2008).
Today, monotonous advertising and marketing techniques have given a way to

digital marketing. In addition, it is so powerful that it can help revive the
economy and create a Monday suppose unity is the governments to function in a
more efficient manner (Munshi, 2012).
Sounds in Singapore have tested the success of digital marketing process of the
Bing effective and useful for achieving results (Teo, 2005).
More importantly, growth in digital marketing has been due to the rapid
advances in technology is and changing market dynamics (Mort, Sullivan,
Drennan, Judy, 2002)
In order for digital marketing to deliver results for businesses, digital content
such as accessibility, navigation and speed a defined as the key characteristics
for marketing (Kanttila, 2006). Other tried and tested tool for achieving success
through digital marketing in the use if word of mouth WOM on social media
and for making the site popular (Trusov, 2009). In addition, WOM is linked
with creating new members and increasing traffic on the website which in return
increases the visibility in terms of Marketing.

Social Media with an extra ordinary example Facebook has opened the door for
Businesses to communicate with millions of people about products and services
and has opened new marketing opportunities in the Market.
This is possibly only if the managers are fully aware of using the
communication strategies to engage the customers and enhancing their
experience (Mangold, 2009). Marketing professional must truly understand
online and social marketing campaigns and programs and understand how to do
it effectively with performance measurement indicators.
Blogs as a tool for Digital Marketing have successfully created an impact for
increasing sales revenue, especially for products where customers can read
reviews and write comment about Personal experience. For Businesses, Online
Reviews have worked really well as part of their overall strategic marketing
strategy ( Zhang , 2013).
Online services tools are more influencing than traditional methods of

communication (Helm, Moller, Mauroner, Conrad 2013)

Analysis and Discussion of Study
The Internet is a global system of interconnected computer networks. It is a

network of networks that consists of millions of private, public, academic,
business, and government networks. “Internet works thanks to combination of a
range of technologies and it is the biggest source of information mankind has
ever had for its disposal. Internet also laid the foundations of more information
channels than people have created until the 20th century.” (Phillips, 2003). The
term Marketing has many definitions.
One of the most well-known definition says that “Marketing is the social
process by which individuals and groups obtain what they need and want
through creating and exchanging products and value with others.” (Kotler,
Keller, 2007). By connecting these two fields “We can apply marketing
principles within the internet area.
This can be done mainly by creating a web pages, internet advertising, and also
marketing research on the internet, electronic commerce etc. However internet
marketing demands a little bit different approach in certain aspects than
traditional marketing.” (Blažková, 2005). Simply speaking internet marketing,
also referred to as online-marketing, web-marketing, e-marketing, or I-
marketing, is the marketing of products or services over the Internet.

In fact, internet marketing includes the use of a company web site in
conjunction with online
promotional techniques, such as banner advertising, search engines, PPC
advertising, e-mail and links or services from other web sites to acquire new
customers. Many people can think that internet marketing is just a website with
its content, but it is much more complex.
Internet marketing is interconnection among the site portal, search engines,

partner’s sites, blogs, other site linking, B2B partners, customers, outsource
partners and much more. For any type of marketing is essential to have as large
number of audiences possible, as long as Internet marketing is concerned, the
number of potential customers goes along with the usage of internet itself.
Different Trends/Techniques of Internet Marketing
Internet marketing plan will help define specific e-marketing objectives and develop
strategies to ensure that resources are deployed to take advantage of the marketing
opportunities provided by the Internet, and to counter its threats. E-marketing is

focused on how a company and its brands use the web and other digital media such as
e-mail and mobile media to interact with its audiences in order to meet its marketing
goals. We ploughed through all the variety of marketing arenas from content and
social marketing to marketing technology, analytics and organizational
transformation, to find and establish the ultimate summary for marketing trends 2017.
Search Engine Optimization (SEO)
In layman’s terms, Search Engine Optimization or SEO is essentially tweaking your

website so that it comes up naturally or organically for search results in Google,
Yahoo Bing or any other search engine. Google updates its algorithms regularly so
that only the relevant results come up. From that perspective, many experts say that
SEO is dead and the effort is futile.
However, the truth is that Google tries to prevent algorithm manipulation and filters
sites that don’t deserve to be on the top of SERPs (Search Engine Result Pages). So
there is no doubt you should invest in SEO work. Your website should address the
technicalities related to content and query matching, spidering, indexing, and
interpreting non-text content. Remember, it is the most cost-effective marketing
strategy that will bring organic traffic to your business

Search Engine Marketing (SEM)
Search Engine Marketing or SEM is the comprehensive strategy to drive traffic to

your business, primarily through paid efforts. Hence it is also called Paid Search
Marketing. The universe of SEM is diverse and complicated. Based on your business
structure, you may choose PPC (pay- per-click) or CPC (cost-per-click) model, or
CPM (cost-per-thousand impressions) model.
There are different platforms for SEM. By far, Google Ad Words (on Google
Network) and Bing Ads (on Yahoo Bing Network) are the most popular. SEM also
includes Display Advertising, Search Retargeting & Site Remarketing, Mobile
Marketing and Paid Social Advertising.
Content Creation
Content can be presented in different formats, including blogs, white papers, e-books,
case studies, how-to guides, question and answer articles, forums, news and updates,
images, banners, info graphics, podcasts, webinars, videos, or content for micro
blogging and social media sites. All recent changes to Google’s algorithm - be it
Panda, Penguin or Hummingbird - point to the fact that content is the most important
metric while filtering search results. You can be creative and create content on any
topic and then skilfully link it indirectly to your business.
You may like to read our article on how to include content and market your start-up or
business free of cost. Also, you need to customize your content for different platforms.
For example, the content for mobile phones should be crisp and short. Remember, an
effective strategy will engage your readers and leave them interested in more
information from you. Good content is shared and is the best way for branding your
business.

Mobile Marketing
Mobile marketing is a relatively new branch of marketing, referring to the two-way

marketing communication between company and customers that takes place via
mobile devices. The website, apps and content is being customized for mobile
devices.
The mobile users are growing day by day and it is the most effective way of
marketing. Dushinski (2009) in his paper defines mobile marketing as a revolutionary
tool for connecting companies with each of their clients via their mobile devices in the
right time, on a right place and with appropriate direct message.
Email Marketing
When you send a commercial message through email to a list of potential customers,
the strategy is called Email Marketing. With effective email marketing software, you
can maintain email lists that are segregated based on several factors, including
customers‟ likes and dislikes, and spending habits.
Remember to send personalized emails; this helps to develop trust. However, note
that Email Marketing may also be considered as spamming and there are laws against
it in some countries.

Web Analytics
Perhaps, the most important aspect of your Digital Marketing is Web Analytics.
Essentially, Web Analytics helps you to collect, measure, understand, analyse, plan,
report and predict the web activities for your business. Web Analytics should not be
confused with Web Statistics.
As opposed to simple reporting, Web Analytics gives you analyses and different
angles to ponder vis-à-vis your business. Some of the important Web Analytics tools
are Google Analytics, Spring Metrics, Woopra, Clicky, Mint and Chartbeat. It goes
without saying that every advertiser should use Web Analytics to understand his
business and improve the ROI and conversions.
Most Preferred Internet Marketing Approach
Ascend2 and its other research partners conducted a survey of 275 marketing
professionals in 2016 around the world. The results are shown in the following

In a study on “Digital Marketing Trends for 2017” by Dave Chaffey (April, 2017)
invited the views from Smart Insights reader for most important trends at a top-level.
A total 2,352 responses from marketers around the world were received. The
respondents were asked to give their opinion on "Select one marketing activity that
you think will give your business the biggest incremental uplift in leads and sales in
2017 (or your clients if you work for an agency or as a consultant)”. The following
statistics show that various digital marketing activities with the greatest commercial
impact in 2017. The content marketing communities is having the highest impact on
the business of the company.
Advantages digital marketing brings for customers
With rapid technological developments, digital marketing has changed customers

buying behaviour. It has brought various advantages to the consumers as given below
Stay updated with products or services - Digital marketing technologies allow the
consumers to stay with the company information updated. Nowadays a lot of
consumer can access internet any place anytime and companies are continuously
updating information about their products or services.
Greater engagement - With digital marketing, consumers can engage with the
company’s various activities. Consumers can visit company’s website, read
information about the products or services and make purchases online and provide
feedback.
Clear information about the products or services - Through digital marketing,

consumers get clear information about the products or services. There is a little chance

of misinterpretation of the information taken from sales person in a retail store.
However, Internet provides comprehensive product information which customers can
rely on and make purchase decision.
Easy comparison with others - Since many companies are trying to promote their
products or services using digital marketing, it is becoming the greatest advantage for
the customer in terms that customers can make comparison among products or
services by different suppliers in cost and time friendly way.
Customers don’t need to visit a number of different retail outlets in order to gain
knowledge about the products or services.
24/7 shopping - Since internet is available all day long; there is no time restriction for
when customer wants to buy a product online.
Share content of the products or services - Digital marketing gives viewers a chance to
share the content of the product or services to others. Using digital media, one can
easily transfer and get information about the characteristics of the product or services
to others.
Apparent Pricing - Company shows the prices of products or services through digital
marketing channel and this makes prices very clear and transparent for the customers.
Company may regularly changes the prices or gives special.
Enables Instant Purchase - With traditional marketing, customers first watch the
advertisement and then find relevant physical store to purchase the products or
services. However, with digital marketing, customers can purchase the products or
services instantly.

SWOT ANALYSIS

SWOT ANALYSIS
SWOT analysis is an acronym for strengths, weaknesses, opportunities, and threats

and is a structured planning method that evaluates those four elements of an
organization, project or business venture.
A SWOT analysis can be carried out for a company, product, place, industry, or
person. It involves specifying the objective of the business venture or project and
identifying the internal and external factors that are favourable and unfavourable to
achieve that objective.

STRENGTH:
Characteristics of the business or project that give it an advantage over others.
 Zero liquid discharge.

 Friendly worker – management relationship.
 Maximum variety of the products which has industrial demand is produced.
 Company’s own transport division is available.
 Initiative taken by the organization to carry on CSR activities.
 Experienced employees who have seen the ups and downs of the organization.
 Easy convenience of minimal effort of work.
 Managements with business substance wind up quality and condition aware.
 Presence of capable covers technologists in the ground.
 Exporter-accommodating government arrangements.
WEAKNESS:
 Characteristics of the business that place the business or project at a

disadvantage relative to others.
 Tax motivating forces on apparatus by Government.
 Competitors strategies and practices.
 Organization has reached a Saturation stage in the business level.
 Limited variation in products compared to competitors.
 Not yet updated to the new technologies.
OPPORTUNITIES:

Elements in the environment that the business or project could exploit to its
advantage.
There are number of opportunities in India for business of furniture as the household
has increased its income while the economy is reaching to new horizontal of
developments. There are opportunities like start up a business or work as interior
decorator of furniture, or supplier of the local market from the national market.
1. Plenteous extension to supply completed covers to transitional setting up shop in

India.
2. Developing distinctive plan of covers cognizance universally.
3. Use of data invention and choice help software design to help dispose of the length
of the creation cycle for many items
4. Item enhancement - There is tract of extension for expansion into different items.
5. Developing worldwide and household markets
6. Hold clients over quality supplies and opportune transports
7. Plan to give the client new plans, agenda, and nation industry profiles.
8. Utilization of present day invention
9 other
 Green Environment.
 New technologies.
 Demand in the market.
 Customer requirements.
 Merge with high-end company.
 Export of the products to other countries.

THREATS:
Elements in the environment that could cause trouble for the business or project.
 Updating to new technology requires training.

 Changing customer requirements.
 Competitor’s strategies.
 Risk of the exit barriers.
 New designs of the Furniture’s.
 Entry of corporations in residential market.
 Educating quality to adjust the firmer worldwide guidelines.
 Fast changing style patterns are hard to adjust for the Indian pelt industries, restricted
extension for assembling reserves over private situations and open issues, the same
number of business are family-possessed.

RESEARCH METHODOLOGY

The present study is descriptive in nature . And the data collected is through
SECONDARY DATA
 Secondary data: These sources of data are already existing which is used for
various purposes ex: old reports, sales and service data tables and company
sources.
Survey: Survey was conducted randomly among Face book, Twitter and Orkut user
community, by sending questionnaire through online to collect the individual opinion
from the respondents.
Sampling: Non probability sampling technique is used to collect the opinion from the
online respondents.
The total population is social networking
User community, but to collect the effective data the sampling is constrained to the
target population like young adults, graduates within the age of 16 years to 30 years.
The sampling size is 50.
The Questionnaire Included questions that was asked over a series of

different Surveys and interactions.
Name:……
Contact No:……
City: ......
State:….

PART-A
1. Age
 Below 30
 30-40
 40-50
 Above 50
2. Educational Qualification
 Undergraduate
 Graduate
 Post Graduate
4. Occupation
 Business
 Profession
 Service

PART-B
4. How often do you use internet?
 Once a week
 1 or 2 hrs a day
 2 to 3 days a week
 More than 3 hrs
5. Are you aware of social networking sites?
 Yes
 No
6. How often do you log in those networking site?
 Daily
 2 to 3 times a day
 Once a week
 More than 3 times a day
7. How many SNS profile do you have? Mention the number here and
tick the options..
 Orkut
 Face book
 Twitter
 Others

8. In which SNS do you find ads communicated well?
 Face book
 Orkut
 Twitter
 Other
9. What kinds of ads have you come across in these sites?
 Web banner
 Pop ups
 Flash ads
 Video ads
 Others
10. Do you agree that the ads should appear on SNS?
 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
11. Have you ever accessed these ads coming on your way?
 Often
 Sometimes
 Never
 Depending on ads

12. What kinds of Brand communication attract you in SNS?
 Interactive Flash ads

 Banner ads
 Games, quiz, updates
 Video ads
13. Did these kinds of ads made an impact over you?
 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
Some of the DATA was derived from articles and publications of

Survey and Research Papers.

This was a Article about Social Media how Effective is Social Media
Marketing?

The Rise of Social Media Networking AD Spending.

The Social Media Effect on how companies have had Unique Visitors
after the burst of Social media Marketing.

Content Analysis
In content analysis, the following three popular social networking sites were selected
to find a effective and communication among its users
(Facebook, Twitter, Instagram)
Parameters and units of analysis
Usage of internet by the user
It has been found that 12% of audience use internet once a week, 19% of the
respondents use 2 to 3 days a week. 30% of the respondents use one or two hours a
day and the remaining 39% of users are accessing internet more than three hours a
day. It is understood that the new media and its technology is an emerging trend in
communication with attracts almost all the people, if they have knowledge of
computers. So this digital media has most nachos to watch is communication and
internet is becoming part of necessary communication among the students and
professionals.

Awareness of social networking sites
From this result, it is observed that nearly 98% of the internet users are aware of social
networking sites and only 2% of them are clueless. Although the concept of computer-
based community’s dates back to early days of computer networks, only some years
after the advent of the internet online social networks have met public and commercial
and a massive manifesto at the most basic level and online social network is an
internet community where individuals interact with each other often through profiles
that represent their self to others (Donald and Boyd, 2004). Social networks have
grown rapidly, some like Facebook, or could come a Instagram MFG is the mass
market and penetrated in a few months since inception, such applications have in
French that uses in different strategy to interact with more people.
Number of profiles in social networking sites:
The study found that all the respondents that is, 100% of respondents have profiles on
Face book. And also, 88% respondents of the same group have profiles on Orkut, 62%
respondents have connected to twitter and 37% of users have account on other social
networking sites. The users can create many accounts in different social networking
site. Face book is useful for communication, self-promotion, to know about friends'
community and to find the missed out school and college mates. The peers use the

Face book, Orkut and Twitter for the same reasons to share the information and
communication. Due to this reasons, Face book, Orkut and Twitter were more popular
among the internet users of youth population comparatively with other social
networking sites.
Ads in different social networking sites:
From the earlier mentioned, it is found that 45% of the users find Facebook as a well
communicated social networking sites, which promotes more brands and
advertisements, gives information about product and service which is useful for the
young user community in an interactive way to learn more about the particular brands,
12% user suggests Twitter,
please follow one pattern all here small words has effective communication of
advertisements. 28% of users find Orkut as the second option in communicating brand
advertisements.

Exposure of different kinds of ads:
From the data, it is found that 32% of respondents have come across web banner ads
in these social networking sites like Face book, Twitter and Orkut whereas 8% cut
across pop up ads and flash ads in various websites and 31% of users found video ads
in YouTube and in other sites. Google, Yahoo and News International have bought
themselves a presence in the social networking arena with different communication
strategy to have innovative appearance in content and display (Stroud, 2007). The
detailed rationale for these acquisitions differs, but all have a common theme of
essential access to the enormous audiences of these sites.
Communication creates trust on ads:
From the survey data, it is understood that 38% of user agreed and satisfied with ads
appearing in social networking sites, whereas 11% of the user disagreed and
unsatisfied with certain communication of information. Only 51% of the respondents
found it neutral. The web has proved a catalyst in bringing the changes forward and
amplifying their scale in creating trustworthiness.

Accessibility of ads:
Only 8% of the total samples say that they have never accessed or shown interest to
the ads displayed in social networking sites, while browsing internet for other
communication purposes. And 36% of the respondents use to access often and were
interested to listen to the advertisements of various brands, 35% user says they listen
to the brand communication and also link to the brand sites to gather more information
and 21% of the user access according to the way of communication it appears,
because sometimes the brand promotion could be in the form of display ads,
interactive feedback forms or as interactive games, accessing of advertisements
information differs sometimes according to the format of brand communication .
Today's customers want to be engaged differently than in years past and many
traditional marketing tactics simply do not work anymore. Social media marketing is a
revolutionary way to build solid relationships with customers long before first contact
with fun, attractive messages and interactions.

Brand communication that attracts the users:
Games, quiz and updates of latest information are the kind of interactive
communication messages that attracts 28% of users. 26% of users are attracted to fan
pages and posts. 20% of users are pulled their interests towards flash ads, 14% of
users listened to video ads and remaining 12% of users are interested to traditional
banner ads. Most of the social networking websites are enabling brands to engage the
right people in the right conversation at right time (Shih, 2009). Nowadays
communication on branding in social networking sites is more personal, contentious,
fascinating and influencing among the user community
Impact of communication:
According to the respondents, 67% of user agreed that the communication strategy
used in brand communication creates impact on certain brands effectively and also
which could helps them to recall the same often and interactively. 24% of users said
that it partially creates impact and traffic of communication, which result to confusion
in users mind. The remaining fondant almost 9%, says that it does not create much
impact on ads but still effective for other communication purposes like sharing and
chatting information.

Content analysis:
Social networking site Facebook, Twitter, Instagram and Orkut were chosen to
analyse the units of parameters and the presentation of data are shown of a few.

RESULTS OF THE ANALYSIS.
As seen earlier, the various fronts communication factors involved this kind of social
media advertising and day by day competition among the brand increase.
So, to survive France, the communicators come up with more and more innovative,
interactive and interesting kinds of brand communication messages which makes the
users to access them and develop closeness with a different brand communication
strategy with attractive name and its service
1. The finding of the study states and the audiences respond more to interactive
marketing than the traditional as followed in internet advertising.
2. Almost everyone is communicated through social networking sites
3. Nearly 70% of the audience has impact through it on social networking sites
and half of them accessories as examples through games quiz events etc
4. Users just remember the brands by the way they advertise. They respond to any
new form of advertising which interests them
5. Social networking sites will become the primary arena for highly targeted
marketing and advertising. Social networking sites present and matched
opportunity to build brands and product.

6. Users of Facebook and or “art of same age group and category in Twitter
people do not show much interest because it’s just like microblogging site
Instagram on the other hand has a platform which encourages its users to
market their products and services through various factors.
7. Interaction is more in the display banners advertising and Facebook account on

Instagram.

RESULTS OF THE ANALYSIS.

RESULTS OF THE ANALYSIS
As seen earlier, the various brand communication factors involve in these
kinds of social media advertising and day by day competition among the
brands increase. So, to survive brands, the communicators come up with
more and more innovative, interactive and interesting kinds of brand
communication messages which make the users to access them and develop
closeness with the different brand communication strategy with attractive
name and its service.
1. The finding of the study states that the audiences respond more to
Interactive marketing than the traditional ads followed in internet
advertising.
2. Almost everyone is communicated through social networking sites.
3. Nearly 70% of the audience has impact through ads in social networking
sites and half of them access these ads e.g. games, quiz, events, etc.

4. Users remember the brand by the way they advertise. They respond to any
new form of advertising which interest them.
5. Social networking sites will become the primary arena for highly targeted
marketing and advertising. Social networking sites present an unmatched
opportunity to build brand.
6. Users of Face book and Orkut are of same age group and category. In
twitter, people do not show much interest because it's just like a micro-
blogging site.
7. Interaction is more in the display banners advertisements in Facebook
and Orkut.

CONCLUSION
Communication about the product or service provides a major contribution
to brand competition in the market. It not only provides information about a
product or service but also promotes creative innovation. Besides
advertising, it also facilitates consumer satisfaction. The hidden fact is that
no brand can progress without effective communication strategy to attract
their customers or users. Big and small variety of brands nowadays laid their
base on social network communication to get recognized in the target
market.
Social networking sites users of Face book, Twitter and Orkut have become
a personal, product and corporate branding hub in India nowadays in digital
era. Every brand that exists on social networking sites has the same core
features and benefits, such as the ability to create a page, share resources,
add multimedia and much more. Social networking sites are filled with
potential users who are mainly young adults. They spend more time in these
networking sites due to heavy commercial contents, entertainment and social
gathering. So, product or service communicators throng their ads in these
areas with more and more interactive and with fascinating factors so that
their brand identity is developed among the right choice of focused

audience. Advertisers and brands uses social networking sites as the major
resource for their promotion and developing brand identity among the
focused market.
Major Challenges for Companies using Digital Marketing
1. Learning About Your Customers
Targeting your audience will be more important than ever in 2022 and beyond. As
SEO and paid advertising get more competitive, you can’t afford to waste time or
money on content or keywords that are too broad or poorly targeted. One of the best
tools for targeting the right audience is a buyer persona, which lets you visualize and
better understand your typical customer.
HubSpot has a useful tool called Make My Persona that simplifies the process of
creating buyer personas. Also, you can learn more about your customers by polling
and asking them questions on your blog and social media pages.
2. Generating Qualified Leads
Every business thrives on leads. In 2022, you can expect a competitive market as
many service-based businesses attempt to gain more targeted leads. Paid ads such as
Facebook Ads and Google Ads are likely to rise in cost.
Savvy marketers will learn to leverage less costly lead generation strategies like

networking on LinkedIn, using video marketing, and developing interactive channels
such as webinars and virtual conferences. As lead generation gets more competitive, it

becomes necessary to deliver solid value to prospects before you can expect to close a
sale. Check out this guide to lead generation strategies to get a great overview.
3. Managing Cash Flow
During economically challenging times, businesses may suffer cash flow problems.
For example, if the 2020 holiday season becomes profitable, a long dry spell might
follow as consumers pull back on spending. Business owners and marketers will have
to be extra careful about managing their cash flow. Getting lean and cutting back on
unnecessary expenses can help. Fortunately, moving part or all of your business online
often saves you money on expenses such as renting offices or retail space. Businesses
with regular, steady customers may want to consider creative financing options like
invoice factoring.
4. Creating Engaging Content
Content marketing will continue to evolve and will remain as crucial as ever for
digital marketers. Customers and prospects are always hungry for fresh content that
educates them and points them in the direction of a solution.
Content that will be especially popular in 2022 includes short-form videos, live-
streaming content, podcasts, and Instagram and Facebook stories. Audiences are
embracing content that’s interactive as it gives people a chance to express their
opinions.
5. Complying With Privacy and Data-Sharing Regulations
Rules such as GDPR aren’t going away. If anything, we can expect more such
legislation around the world. Because a website can potentially attract visitors from
any country, you need to be compliant with any laws covering a population in your
target audience. Make sure your website is transparent about its policies on cookies,

data sharing, and privacy. Be mindful about staying compliant in areas such as storing
data. GDPR, for example, limits how long you can hold onto visitors’ data.
On top of complying to GDPR (and all its future iterations), you should make sure
to improve your email deliverability in order to make sure that people who are a part
of your email list continue getting your emails in their inbox rather than the spam
folder.
6. Making Websites Accessible
Accessibility is another fast-growing issue that all website owners need to understand.
An accessible website can be used by people with visual, hearing, or other
impairments.
There are several steps you can take to make a site accessible. For example, when you
post an image, be sure to have alt text so visually impaired users can understand it.
This is also good for SEO. Additionally, it would be best to make sure users can
navigate your site with only a keyboard, as not everyone can use a mouse. The Web
Accessibility Initiative (WAI) provides comprehensive information on web
accessibility.
7. Strategizing Mobile-First
People are browsing and shopping from smartphones and tablets more than ever.
Several years ago, marketing experts were advocating a mobile-friendly approach.
This is rapidly turning into a mobile-first strategy. If you want to capture your share of
the ever-expanding mobile market, make sure your website is set up for mobile users.
Test all features on multiple devices.
Be especially vigilant that customers can easily place items in their online shopping
cart, check out and pay using mobile devices. Be mindful that large images and videos
may take longer to load for mobile users as well.
8. Establishing an Omnichannel Marketing Strategy

Customers are increasingly active on multiple devices and platforms. It’s no longer
enough to focus all your efforts on a single strategy such as email or Facebook. You
want to make it easy for your followers, subscribers, and customers to connect with
you wherever they go.
This doesn’t mean you need to maintain a presence everywhere. Focus on the
platforms where your audience is active. The key is to provide a seamless experience
so people can easily get from one channel to another. For example, link to your social
pages and website in your emails.
9. Maintaining Brand Consistency and Authority
You want your customers to see you as an authoritative voice in your industry. You
also want to establish a unique brand presence that helps to create loyal customers. In
a competitive environment, you need to go beyond offering quality products and
services.
Follow the lead of brand-building experts like Apple and Nike, whose customers seek
them out and don’t even compare them to other products. Identify and emphasize your
unique selling proposition (USP). Be consistent in your voice and style across
channels and platforms.
10. Staying Current With Google’s Algorithms
One thing that’s unlikely to change in 2022 is Google’s dominance as the largest
search engine. If anything, Google is continuing to expand its digital empire. To
compete, you need to pay close attention to the latest features, rules, and algorithms
released by the search engine giant. Businesses with a local presence need to make

sure their Google My Business listing is accurate and current. Another crucial area to
watch is ranking for Google Snippets, also known as Position Zero among Google’s
search results. The best types of content for this coveted area are numbered lists and
FAQs that answer your customers’ most pressing questions.
Recommendation for the Company
 Communication should be more preferred than advertising: people do not

prefer buying products through social networking sites. So, if the brand is
communicated well and remembered by the audience, then it is a greatest
success to the company for their promotion through social media.
 Promotional way of advertising is best: the usual banner ads and pop-up ads
make the users to ignore them. So advertising must be interactive,
promotional and in innovative form to hold the audience.
 It should target the individuals than the mass. If an ad is hosted for a group then
that would be no advantage in delivering specified information.

 Adding more multimedia elements to have more interactive factors in fan pages
and group would benefit the brand user.
 It is desirable to launch an advertising campaign to attract more customers.

They have to give more advertisement in electronic medias and printed media
in order to attract more customers and to withstand with the competition.
 It is advisable to maintain and efficient market intelligence system and

advice management of the changing needs of the market.
 The company may introduce more measures such as fencing of machineries,

which will protect the workers from accidents.
 The company may prepare budgets for each activity which will provide it a
better control and coordination mechanism.
 This will aid in reduction of production costs. The company has to follow
more safety measures because there is a risk of fire in the factory layout
 The required time to respond to the queries needs to be more prompt
 Brands should take more surveys on customer preference regarding the shared
contents of the brands.

 Digital marketing communication is not so costly than any other media but
content management in digital marketing communication is really very
important. So marketers should give more emphasize on content management.
 Monitor competitors pages to keep ahead in the competition.
 Boost the content of the Facebook page regularly.
 Whoever doing businesses especially online shopping related businesses should

take some important measures to make customer information secure and give a
good customer experience
 Customer’s Privacy and customer experience should be the concern of

all marketers

BIBLIOGRAPHY

Kimberly Design Records
www.plyunltd.com
www.sharpply.com
www.kimberlydesign.com (Yet to be Published)
Borges B (2009). Marketing 2.0.Wheat mark, pp. 45-63.
Brinlee D (2007). Does Internet Advertising Work?

http://www.askdeb.com/internet/advertising
Chaffey D (2003). Internet Marketing, Strategy, Implementation and

Practise.2nd edition, Pearson Education Limited, pp. 115-186.
Donath J, Boyd D (2004). Public displays of connection. BT Technol. J., pp 71-

82
Eric E (2008). 2008 Growth Puts Face book In Better Position to Make Money.
http://venturebeat.com/2008/12/18/2008-growth-puts-facebook-in- better-
position-to-make-money.
Lacy K, Hernandez M (2009). Twitter Marketing for Dummies. pp. 14-20

Nicole K (2007). Building a Brand through Social Networks,
http://mashable.com/ 2007/05/ 08/ brand-social-networks/Ricadela A (2007).
Fogeys Flock to Facebook.
Scott DM (2009). The New Rules of Marketing and PR. John Wiley & Sons
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Shih C (2009). The Facebook Era. Tapping online social networks to build
better products, reach new audiences and selling more stuff. Prentice Hall
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for the Face book generation. Social networking: An age-neutral commodity pp.
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National university of Singapore, 21(4).
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marketing has been described simply as ‘achieving marketing objectives through
applying digital technologies’ (Chaffey et al., 2009).
Digital marketing is the use of technologies to help marketing activities in order to

improve customer knowledge by matching their needs (Chaffey, 2013).
In the developed world, companies have realized the importance of digital marketing.
In order for businesses to be successful they will have to merge online with
traditional methods for meeting the needs of customers more precisely (Parsons,
Zeisser, Waitman 1996).
Introduction of new technologies has creating new business opportunities for ISSN:
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http://www.ijmra.us, Email: editorijmie@gmail.com
marketers to manage their websites and achieve their business objectives (Kiani, 1998).
Online advertising is a powerful marketing vehicle for building brands and increasing
traffic for companies to achieve success (Song, 2001).

Expectations in terms of producing results and measuring success for advertisement
money spent, digital marketing is more cost-efficient for measuring ROI on
advertisement (Pepelnjak, 2008).
Today, monotonous advertising and marketing techniques have given way to digital
marketing.
In addition, it is so powerful that it can help revive the economy and can create
tremendous opportunities for governments to function in a more efficient manner (Munshi,
2012).
Firms in Singapore have tested the success of digital marketing tools as being effective
and useful for achieving results. (Teo, 2005). More importantly, growth in digital marketing
has been due to the rapid advances in technologies and changing market dynamics (Mort,
Sullivan, Drennan, Judy, 2002)

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Social Media Marketing at

AMITY GLOBAL BUSINESS SCHOOL, BANGALORE

Chapter - 2 Literature Review

Chapter - 3 Research Methodology

Chapter - 4 Data Analysis & Interpretations

Chapter – 5 Findings, conclusion & recommendation

AMITY GLOBAL BUSINESS SCHOOL, BANGALORE

AMITY GLOBAL BUSINESS SCHOOL, BANGALORE

Motivation simplest does to increase the quantity of self-warranty of an employee withinside

OBJECTIVES OF THE STUDY:

AMITY GLOBAL BUSINESS SCHOOL, BANGALORE

In this studies check, I enjoy how Kimberley layout and their personnel create content

What is the meaning of social media marketing?

The that means of the time period social media can also additionally be derived

Taken collectively, social media truly refers to verbal

AMITY GLOBAL BUSINESS SCHOOL, BANGALORE

God (Hammered) has associated social media advertising to the connection

AMITY GLOBAL BUSINESS SCHOOL, BANGALORE

Dimension of the social media marketing-there are five dimensions of a social

Interaction-a Facebook page on Twitter account to notify all its followers

Accessibility- The social media is easily accessible and takes minimal or no

AMITY GLOBAL BUSINESS SCHOOL, BANGALORE

Need and Importance of Social Media Marketing

1. It is notably powerful to carry out withinside the corporations. • Motivation of

AMITY GLOBAL BUSINESS SCHOOL, BANGALORE

To be a manufacturer and supplier of goods to customers as per their requirements on

To be committed manufacturer following strict regime of quality and delivery

  Development through continuous innovation to add value to every process

AMITY GLOBAL BUSINESS SCHOOL, BANGALORE

"Quality is never accident, it is the aftereffect of diligent work and assurance."

As quality is of foremost significance to us, consequently our gifted Quality Control

Kimberly Design furniture is produced by the following basic steps

• Selection and classification of poles

AMITY GLOBAL BUSINESS SCHOOL, BANGALORE

Gaps in Furniture Manufacturing :

AMITY GLOBAL BUSINESS SCHOOL, BANGALORE

Advantages digital marketing brings for customers

With rapid technological developments, digital marketing has changed customers

about their products or services.

AMITY GLOBAL BUSINESS SCHOOL, BANGALORE

products or services and make purchases online and provide feedback.

make purchase decision.

Apparent Pricing - Company shows the prices of products or services through

AMITY GLOBAL BUSINESS SCHOOL, BANGALORE

AMITY GLOBAL BUSINESS SCHOOL, BANGALORE

A Systematic Literature Review is defined by Kitchenham as, “A systematic

AMITY GLOBAL BUSINESS SCHOOL, BANGALORE

The literature review work is influenced by Qualitative approach; keeping this

To gather literature of interest, different resources and databases was gathered

AMITY GLOBAL BUSINESS SCHOOL, BANGALORE

Internet marketing has been described simply as ‘achieving marketing

Digital marketing is the use of technology to help marketing activities in order

In the developed world, companies have realised importance of digital

Introduction of new technologies as creating new business opportunities for

AMITY GLOBAL BUSINESS SCHOOL, BANGALORE

Expectations in terms of producing results in measuring success for advertising

Today, monotonous advertising and marketing techniques have given a way to

AMITY GLOBAL BUSINESS SCHOOL, BANGALORE

Online services tools are more influencing than traditional methods of

AMITY GLOBAL BUSINESS SCHOOL, BANGALORE

The Internet is a global system of interconnected computer networks. It is a

AMITY GLOBAL BUSINESS SCHOOL, BANGALORE

Internet marketing is interconnection among the site portal, search engines,