A Study On Effectiveness of Digital Marketing in Royal Drive LLP

A STUDY ON EFFECTIVENESS OF DIGITAL MARKETING IN ROYAL DRIVE LLP
CHAPTER 1
INTRODUCTION
BHARATA MATA COLLEGE THRIKKAKARA 1

1.1 INTRODUCTIONTO THE TOPIC
This report provides a detailed analysis about the company. The topic undertaken is
"Digital marketing of Royal Drive''. It describes about the digital marketing of Royal
drive and the various steps that are required to increase their sales. This report
provides as in-depth analysis of Royal Drive. Thereafter, the report analyses Royal Drive
Digital marketing and in the end suggestions and recommendations are given based
on that analysis.
Concept of marketing
It is a marketing concept that takes into account the requirements of a specific market.
A corporation can meet its revenue targets by catering to the requirements and desires
of a market. Delivering satisfaction to a buying market more effectively than a rival can
results in the required revenue.
Marketing Methods
The locations where your customers spend their time will determine where your
marketing initiatives are shown. You must undertake market research to ascertain
which marketing channels, and which combinations of tools within each channel, are
most effective for establishing your brand. Here are numerous current forms of
marketing, some of which have endured the test of time:
 Internet marketing: The concept of having a presence on the internet for

business purposes is in and of itself a form of marketing, and it was inspired by
an Excedrin advertising campaign that took place online.
 Search engine optimization: The technique of optimising content on a website so
that it appears in search engine results is known as "SEO," abbreviated.
Marketers utilise it to draw customers who conduct searches that suggest they're
interested in learning more about a specific industry.
 Blog marketing:Blogs are no longer exclusive to the individual writer. Brands
now publish blogs to write about their industry and nurture the interest of
potential customers who browse the internet for information.
 Social media marketing: Businesses can use Facebook, Instagram, Twitter,
LinkedIn, and similar social networks to create impressions on their audience
over time.

 Print marketing: Businesses continue to sponsor stories, photos, and similar

content in the publications their customers read as newspapers and magazines
get better at recognising who subscribes to their print material.
 Search engine marketing: Compared to SEO, which was previously discussed,
this sort of marketing is slightly different. Now, companies can pay a search
engine to put links on pages in its index that are highly visible to their target
market.
 Video marketing: Marketers today invest money into producing and
disseminating a variety of videos that entertain and inform their primary clients,
as opposed to the days when there were only advertisements.
Marketing and Advertising
Advertising is one spoke of the wheel that is marketing.
Product development, market analysis, product distribution, sales strategy, public

relations, and customer service are all part of marketing. In order to identify their
audience, communicate with it, amplify its voice, and over time develop brand loyalty,
marketers might employ a variety of platforms, social media channels, and teams within
their organisation. Marketing is essential at every stage of a company's sales journey.
However, marketing includes more than just advertising. It's a deliberate, frequently-
paid-for attempt to promote a good or service as part of the above-mentioned more all-
encompassing objectives. Simply put, it's not the only strategy that marketers employ to
sell a product.
The 4 Ps of Marketing
E Jerome McCarthy developed the four Ps of marketing in the 1960s: product, pricing,
location, and promotion.
These 4 Ps essentially describe how marketing engages with each phase of the business.
1. PRODUCT

Let's imagine you have a concept for a product you wish to market through your
company. Next, what? If you just start selling it, you'll probably fail.
Your marketing team should instead conduct market research and respond to the
following important questions: Who are you trying to reach? Does this product meet the
market? What messaging, and on what channels, will boost product sales? How should
your product designers change the design to improve the chance of success? Focus
groups were asked what they thought of the product and if they had any doubts or
issues.
By noting problems raised by focus group or survey respondents, marketers use the
responses to these questions to assist businesses in understanding the demand for the
product and improve product quality.
2. PRICE
To determine how much your ideal customer is willing to spend, your marketing team
will look at the prices of similar products offered by competitors, as well as conduct
focus groups and surveys. If you overcharge for it, you risk losing a loyal customer base.
If you overprice it, you risk losing more money than you gain. Fortunately, marketers
can determine a suitable pricing range using consumer research and industry analysis.
3. PLACE
Your marketing department must use its knowledge of and research into your
company's customers to make recommendations on how and where to sell your goods.
Maybe they think an online store is more effective than a physical store, or the opposite.
Or perhaps they can share their knowledge of the best places to market your goods both
domestically and abroad.
4. PROMOTION
This P probably came as no surprise to you at all: promotion refers to any online or
print advertisement, event, or discount that your marketing team organises to raise
awareness and interest in your product and, ultimately, result in more sales. You might

observe strategies like public relations campaigns, commercials, or social media

promotions at this time.
CONCEPT OF DIGITAL MARKETING
The use of digital channels to promote goods and services to people is referred to as
"digital marketing." Websites, mobile devices, social media, search engines, and other
channels with a similar function are used in this kind of marketing. With the
introduction of the internet in the 1990s, digital marketing gained popularity.
Digital marketing is frequently seen as a novel technique for businesses to interact with
customers and comprehend their behaviour. It has some of the same ideas as traditional
marketing. Traditional and digital marketing strategies are frequently combined by
businesses. However, it has its own set of difficulties, such as implicit bias.
Marketing is the term used to describe the activities a business engages in to advertise
its goods and services and increase its market share. If it's going to be successful, a
blend of sales prowess, advertising expertise, and the capacity to deliver things to end
consumers are required. Marketers carry out these duties either internally (for
businesses) or outside through marketing agencies.
Traditionally, businesses concentrated their marketing efforts on print, television, and

radio. These choices are still available, but the internet caused a change in how
businesses interact with their customers. Digital marketing became useful in this
situation. Websites, social media, search engines, and apps—anything that combines
marketing with consumer feedback or a two-way connection between the business and
its customers—are all used in this type of marketing.
Companies were obliged to alter their marketing methods as a result of new trends and
increased technology. In the early years of digital marketing, email rose to become a
common marketing technique. The focus switched to search engines like Netscape,
which enabled companies to keyword stuff and tag their products to stand out.
Companies may now track data to respond to customer patterns thanks to the growth of
websites like Facebook.
The benefits of online marketing

Due in great part to its ability to reach such a big number of people, digital marketing
has gained popularity. It does, however, provide a number of additional benefits that
can help your marketing efforts. A few of the advantages of digital marketing are listed
below.
 a large geographic scope
If you place an advertisement online, anyone can see it (assuming you haven't
geographically restricted your advertisement). This enables expanding your company's
market reach and connecting with more people through various digital channels simple.
 cost effectiveness
In addition to reaching a larger audience than traditional marketing, digital marketing is

also less expensive. The overhead expenses for television commercials, print ads, and
other conventional marketing options can be considerable. Additionally, they provide
you less control over whether or not your target viewers will ever see those messages.
 Simple and practical conversions
With digital marketing, your target audience can respond to your content or
advertisement right away. The fastest you can hope for with traditional advertising is a
phone call quickly after someone sees it. But when someone is busy cleaning the dishes,
driving down the road, or updating records at work, how frequently do they have time
to contact a company.
Mobile marketing
With the help of mobile marketing, you may interact with your target market via their
mobile devices, such as smartphones and tablets. This can be done through SMS and
MMS messages, notifications from social media, mobile app alerts, and other means.
It is essential to make sure that all material is mobile-friendly. Because 85% of

Americans own a smartphone, your marketing efforts can be highly effective when you
produce content for both computer and mobile screens.
1.2 PROBLEM DEFINITION
Digital marketing challenges to consider:

With new trends appearing year after year, digital marketing is a function that
constantly innovates. As a result, advertisers are spoiled for choice. The sheer amount of
digital tools and methods available on the market can make digital campaigns
exceedingly sophisticated, yet reaching the appropriate audience at the right time with
relevant content is still a very difficult task for businesses to complete.
5 current digital marketing challenges
1 A customer-centric market
Adopting a customer-centric strategy is not simple, especially in light of the fact that
customer requirements and expectations are ever-changing. Although using a customer-
centric marketing strategy is essential for success, a study by Salesforce found that:
Customers report that 66% of the time, their expectations of one industry are
influenced by their experience with it.
52% of consumers anticipate personalised offers at all times.
While 66% believe businesses should be aware of their specific requirements and
expectations, 66% claim that they are typically regarded like numbers.
Only 48% of clients believe they normally have faith in businesses.
2. Creating engaging content
As video and audio have become increasingly popular in recent years, the concept of
engaging material has changed drastically. Although it may not be a new trend, the
demand for intriguing and interesting material is growing. It might be difficult for
agencies to come up with fresh, creative ways to offer content and communicate that
are appropriate for the target demographics.
3. Complying with privacy and data-sharing regulations

Only 27% of consumers really get how businesses utilise their personal information,
and 86% want more transparency, according to Salesforce.
Digital marketers continuously deal with changing privacy laws and the phase-out of
third-party cookies. Agencies must make sure they comply with any laws protecting a
population in every country they are targeting as we continue to draw more and more
people from across the world to a website.
4. Mobile-friendly approach
More people than ever browse and shop online using smartphones and tablets. It is
crucial for agencies to make sure their websites are optimised for mobile viewing given
that more than half of all internet traffic is now spent buying on a mobile device. A
survey by App Annie claims that Covid has "forever" changed customer behaviour on
mobile, with users spending 25% more time than ever before on their mobile apps.
5. Omnichannel marketing strategies
From email to social media, from their own website to search engine marketing, and
from retail applications to third-party messaging platforms, businesses need to invest in
omnichannel activities. Marketers must not just personalise their message but also
convey it consistently across all of these different media. 74% of customers have started
and finished a purchase using several channels, according to data by Salesforce.
1.3 OBJECTIVES OF THE STUDY
Each marketing initiative that a business does has predetermined goals; these goals may
include lead generation or brand exposure. By converting your business objectives into
distinct digital marketing goals, digital marketing aids in the accomplishment of your
aims.
 To study about the effectiveness of digital marketing of Royal Drive LLP.

 To study and analyses the various factors affecting the digital marketing in
various sectors.
 To study how effective is the online digital marketing sector.
 To know there is any relationship between gender and education level

1.4 SCOPE OF THE STUDY
The Scope of Digital Marketing: Social Media and Beyond
More than half of customers find businesses through the news feeds of social media
sites. Just Instagram can help businesses interact with almost a million clients, and
Facebook is used by more than 9 million companies to do the same.
Businesses use social media platforms for their digital marketing campaigns, including
B2B and B2C (business-to-consumer).
B2B: B2B marketers are active on social media sites like LinkedIn and Twitter to create
leads. Additionally, they frequently use PPC ads to reach their target markets without
incurring significant costs.
B2C: Using social media channels like Facebook, Twitter, Instagram, and Pinterest, B2C
marketers concentrate on raising brand awareness and luring customers to their
websites and products.
Even while using Facebook and other well-known platforms to post advertisements and
content is still a successful strategy for reaching your target audience, digital marketing
is much more than simply social media. Smart firms use the following strategies in
addition to social media to attract new customers and expand (and retain) their brand
awareness:
Paid search (also known as "PPC") involves advertisers paying Google and other search
engine providers a charge each time a user enters your keyword. Their ad is then
displayed at the top of the search results.
Using keyword research and other search engine optimization (SEO) techniques,
marketers use organic (or natural) search to push their content to the top of the list of
search results on Google and other search engines. This method requires more skill than
PPC.
Believe it or not, email marketing campaigns are still quite efficient at reaching your
target market when carried out properly, and they are also incredibly affordable for
small firms.

Content promotion The core of content marketing is creating engaging blog posts,
tutorials, webinars, and other online content that appeals to your target audience.
Webinars are a fantastic method to educate potential customers about your business
and products while simultaneously advertising them.
Podcasts: Engaging audio content may be utilised in conjunction with other media for
larger marketing efforts and is another way to connect with your audience.
The Scope of Digital Marketing in 2022 is Much Larger

Digital marketing analysis is typically done after the fact. Marketers will publish a piece
of content, for instance, and then check to see how effective it was after a few weeks.
This is certainly helpful, but real-time analytics is beginning to shake up the world of
digital marketing. Conducting real-time analysis allows marketers to both individualize
content for smaller subsets of consumers and respond much more quickly to their
performance.
o Social media influencers

In order to strengthen their brands, advertisers across all industries are collaborating
with social media influencers. This is proven to be a successful digital marketing tactic,
partly because customers are more likely to believe reviews from other customers than
advertisements from firms. By 2022 and beyond, more businesses should start utilising
these influencers to boost sales.
o Video Is Still King

As digital marketers take advantage of people' limited attention spans and preference
for watching content rather than reading it, video will continue to be a top approach in
2022. Given that 74 percent of American consumers watch internet videos each week,
this medium will continue to be crucial in bridging the gap between consumers and
businesses. The majority of social networking platforms enable hosting and sharing of
videos.
o Artificial Intelligence
Digital marketers may more effectively evaluate user data with the help of artificial
intelligence (AI) to further tailor the client journey. Businesses may now learn a lot
about their customers and the best ways to target them thanks to AI.

Additionally, AI offers users a more individualised experience by offering them

specialised support throughout the entire purchasing process. Businesses can provide
this level of customer service by programmatically delivering adverts to specific
audiences. In 2021, programmatic advertising is anticipated to represent more than
72% of all internet marketing expenditures.
1.5 LIMITATIONS OF THE STUDY
1) Time consuming
Online marketing's main drawback is how time-consuming it is. You'll learn through
time what works and doesn't for your brand. Once you've organised your tactics, you
can employ the appropriate time-saving methods. Therefore, you should have a proper
plan with effective techniques before you start online marketing.
2) Security and privacy issues
When it comes to digital marketing, security and privacy are top priorities. Data security
for customers is essential for organisations. Customers won't interact with a brand or
company if they have any doubts that it cares about their data protection.
3) Inaccessibility
Despite the fact that web marketing gives brands a global reach, not every place or
person on the planet can be reached by it. For instance, in remote locations with weak
internet connections or a lack of internet service providers Additionally, digital
marketing cannot reach people who are uneducated or elderly and do not utilise the
internet.
4) Reliance on technology
Online marketing entirely relies on modern gadgets, internet technology, and
technological devices. So, you need to invest in these to do online marketing. Further,
you can’t reach those people who aren’t adept at using these devices.
5) Technological issues
You tend to lose online traffic when you experience technological problems like a poor
website design, a slow page loading speed, website downtime, poor site navigability,
poor search engine optimization, and more. People turn to your rivals who are
technically competent and provide a seamless online experience when such problems
arise.
6) Global competition

Every firm may reach a worldwide audience thanks to online marketing. Additionally,
you would have to compete against others throughout the world. You'll need to come up
with and use strategies to counter numerous rivals who are also aiming for the same
audience. Because in order to catch the attention of your customers, you must stand out
from the competition.
7) Maintenance cost
Online marketing might increase your costs even if it often reduces them. Because you
must pay for upkeep and investment costs for technological equipment. In addition, you
need hire developers and technical experts to manage your online marketing channels.
8) Facing negative feedback and reviews
Online marketing, in contrast to traditional marketing, runs the danger of a negative
reputation spreading quickly. Because every unfavourable feedback, review, comment,
or criticism about your brand has the potential to spread swiftly and harm your
reputation. Therefore, your customer support team must act quickly to resolve
consumer difficulties.
9) Anti-brand activities
Another drawback of online marketing is the potential for anti-brand activities,
sometimes known as cybersquatting. In such circumstances, a person or group of
people can have an impact on a brand's reputation by spreading untrue stories about it
with the intention of damaging it.
10) Internet fraudulence
An unauthenticated party may employ dishonest and deceptive tactics, such as utilising
a brand's trademarks and logos in their marketing, to defraud established brands. This
could harm the established brand in question. Additionally, it may result in some
financial loss. The outcomes of such events may also be beyond your control.

CHAPTER 2
LITERATURE REVIEW
LITERATURE REVIEW
Dave Chaffey (2002) "Applying Digital technologies that create online channels (Web,
e-mail, databases, plus mobile/wireless & digital TV) to contribute to marketing

activities targeted at attaining profitable acquisition and retention of clients (within a

market)" is how internet marketing is defined. By increasing our understanding of our
customers' profiles, behaviours, value drivers, and customer lifecycles, and then by
delivering integrated targeted communications and online services that are tailored to
each customer's needs. The relationship marketing notion is reflected in Chaffey's
definition, which emphasises that the business model, not technology, should drive
electronic marketing.
Mort et al. (2002) According to, traditional advertising and marketing techniques have
given way to digital marketing. Furthermore, it is so powerful that it has the potential to
help revive the economy and create enormous opportunities for governments to
function more efficiently. Munshi (2012). Firms in Singapore have proven the
effectiveness and utility of digital marketing tools in achieving results. (Teo, 2005).
More importantly, growth in digital marketing has been fueled by rapid technological
advancements and shifting market dynamics.
Chaston and Mangles (2003) investigated the impact of marketing approach on small
UK manufacturing enterprises' use of the Internet. To ascertain whether the Internet is
a technology that will be successful in business-to-business marketplaces, they used a
quantitative methodology. Businesses with a relational marketing orientation as
opposed to a transactional marketing orientation are managed differently. A sample of
298 UK small businesses that make mechanical or electronic components, specialise in
business-to-business marketing, have between 10 and 50 workers, and are not branch
offices of British or international corporations were used in the study. The idea that
relationship-oriented businesses have different perceptions of the nature of online
markets than their transaction-oriented competitors was not found to be supported by
enough evidence.
Wixom & Todd (2005) has highlighted in his post that certain factors, including
content, keywords, inbound links, tags, and the page rank of a website, among others,
have an impact on organic listings. A business's effort include attempting to rank as
highly as possible on the result page and upgrading the relevant features.
Mangold & Faulds (2009) has said that word-of-mouth is connected to recruiting new
members and boosting traffic to websites, pages, or online events, both of which

improve visibility in terms of marketing communication. Facebook, the most widely

used social media Communications have created new marketing options and allowed
marketers to communicate with millions of people about their goods and services. In
order for this to be successful, the company must set up efficient communication
methods to engage the customers and improve their experience with a particular good
or service.
Curran et al. (2011) As we've previously stated, social media platforms like Facebook
are superior to other forms of advertising because they maintain data on all of its users,
guaranteeing that marketing reaches a retailer's exact target market. Retailers can
leverage the data saved on social media sites to enhance the user experience with their
business. Social media sites are a great platform for retailers to create an experience.
Shankar et al. (2011) In their study found that by being inventive when interacting
with customers on social media sites, businesses may raise brand awareness.
"Promotion through these mediums has become vital as more consumers use social
media (such as Twitter, Facebook, MySpace, and LinkedIn) and rely on them for
marketing purchase decisions."
Hanna et al. (2011) has mentioned that marketing professionals need to have a
thorough understanding of online social marketing strategies and programmes, as well
as how to use performance measurement indicators to achieve so successfully. The
accessibility and use of social media by the young audience is changing market
dynamics around the world. The marketing communication plan of a firm must employ
strategic integration methodologies.
Salehi M. et al.(2012) mentioned that digital marketing is more affordable and quicker
than traditional marketing methods when it comes to connecting with customers
directly. It is also the best approach for businesses to advertise locally or globally. As a
result, both forms of marketing can assist marketers and dealers in conducting business.
Each has benefits and drawbacks. On the other hand, employing digital marketing will
reach beyond the borders and expose products and services to the demographic of
internet users. In traditional marketing, consumers can see and touch the real goods or
services, but the domain of effect is low. Additionally, using the internet would be more

efficient, convenient, and quick for marketing. The benefits of digital marketing
generally outweigh the benefits of traditional marketing.
Yazdanifard R. et al. (2013) discusses digital marketing in his article, which is an

intriguing subject for marketing scholars in particular. It is a fresh approach to reaching
a targeted worldwide market with a product or service. This essay provides an
innovative strategy for digital marketing in online commerce, demonstrating how
marketers require this development for their business. Additionally, it frees up
marketing managers to focus on jobs with higher added value, such creating marketing
strategies for the company's growth.
Chaffey (2013) has claimed that although the term "digital marketing" is relatively
new, its impact is enormous, scary, and difficult. Businesses are searching for a clear
strategy to begin and incorporate digital marketing because it is one of the crucial
elements in the advertising mix, but they lack the knowledge and expertise to do so.
Social media platforms like Facebook, Google Plus, Twitter, and others have significantly
changed the attitudes and perceptions of the target audience today. This digital
marketing was carried out using an evaluable large client base, trustworthy data, and
real-time feedback from customer experiences. Digital marketing is generally defined as
the use of contemporary technologies to support marketing initiatives that aim to
increase customer knowledge by better meeting their requirements and wants.
Zhang et al. (2013) according to their paper, blogs as a digital marketing tool have
successfully increased sales income, particularly for goods where users can read
reviews and leave comments about their own experiences. Online reviews have been a
very effective component of firms' overall marketing strategies.
Stuart E. J. (2014) The routine use of online services by customers is increasing daily.
Traditional marketers, however, find it difficult to accept that times have changed. They
are hesitant to seize fresh opportunities that are provided to them. B2B-enhanced
supply chain processes must pay close attention to practical business processes, modify
automated systems to suit practical business practises, and integrate content and
technology with critical information systems.
Zenith Raval et al. (2014) with the continually evolving needs of individuals around
the world, they have added new elements to their item. It has presented the world with

brand-new ideas that have a modernised slant while also opening up a vast array of
options and facilities. India is home to the third-highest number of internet users in the
world, which is also causing the country's popularity of online shopping to grow
quickly. Online shopping has a large future because it has the potential to be very
popular in India and, of course, everywhere else in the world. It prevents the time loss
that occurs when one goes shopping in a store and encounters various huddles along
the way such as traffic, vehicle problems, jams, and many others. Online shopping would
be the perfect choice for a typical man who rarely has time to unwind on weekends
because he won't need to arrange for going out to get the things that are readily
available online with the greatest satisfaction. The growing popularity of online
shopping is turning out to be a blessing in disguise for many small and medium-sized
businesses, providing them with fantastic opportunities to grow and prosper their
operations along with partnering with important Indian online portals to advertise their
services and display their goods. Online buying can be described as "a hunt into a new
world where all your searches lead to one place."
Peter S.H. Leeflang et al. (2014) they claimed in their post that as internet usage
continues to rise around the globe, digital marketing is becoming a more crucial source
of competitive advantage for both B2C and B2B marketing. The enormous benefits that
digital marketing offers have received a lot of attention, but the actual difficulties that
businesses are having in becoming digital have received far less. Based on the findings
of a survey among a convenience sample of 777 marketing executives worldwide, we
describe these problems in this report. The findings show that the biggest improvement
potential for businesses across all industries are to close "talent shortages," change the
organisational design, and apply "actionable metrics."
AfrinaYasmin et al. (2015) they claim in their article that in the digital age, marketers
confront both new problems and opportunities. The use of electronic media by
marketers to market their goods or services is known as digital marketing. Attracting
customers and enabling them to engage with the company through digital media is the
primary goal of digital marketing. The emphasis of this essay is on the value of digital
marketing to both businesses and consumers. We investigate how digital marketing
affects a company's revenue. This study also presents the distinctions between
traditional marketing and digital marketing. This study has discussed several types of

digital marketing, their efficacy, and how they affect a company's sales. The analysed
sample consists of 150 businesses and 50 executives who were chosen at random to
demonstrate the efficacy of digital marketing. The collected data has been examined
using a variety of statistical methods and tools.
Rajiv Kaushik (2016) in his piece, he discusses how quickly digital marketing is
growing in India. Digital marketing is being used by several Indian businesses to their
benefit. Digital marketing alone cannot guarantee the success of a marketing effort.
Instead, for any marketing effort to be successful, it must fully utilise the potential of the
numerous marketing approaches available in both traditional and modern marketing.
Startups that frequently used digital marketing failed. This study demonstrates the
measures that must be taken for the efficient application of digital marketing to harvest
its enormous potential for sales growth.
Santanu K. Das &Dr. Gouri S. L. (2016) has outlined how the world has changed to a
digital environment in their piece. A website and the use of the internet to communicate
with clients are essential for today's businesses. There are some effective traditional
marketing techniques, especially if you're targeting a sizable local audience, but it's
critical to use digital marketing to stay relevant in today's society. Internet marketing is
another name for digital marketing, although the two terms refer to different practises
because digital marketing is thought to be more interactive, targeted, and quantifiable.
It encompasses strategies for online advertising including link building, search engine
marketing, and search engine optimization. It also includes non-Internet outlets that
offer digital material, including e-books, optical discs, games, call-back and on-hold
mobile ringtones, short message service (SMS), multimedia messaging service (MMS),
and short messaging service (SMS). A new form of marketing in the twenty-first century
is digital marketing. The many forms of digital marketing tactics, such as SEO, SEM,
SMM, and PPC, are discussed in this study paper. This essay discusses the value of
digital marketing and its potential risks. It also offers business owners advice on digital
marketing.
Yakup D. & Ibrahim H. E. (2016) This study aims to clarify the history, benefits,
transition, and distinctions between traditional and digital marketing. Abstract: Access
to shopping websites is now much faster thanks to advancements in information
technology and the expansion of broadband internet service. Companies were forced

into the digital environment by these shifts. As a result, the field and meaning of
marketing shift along with communication norms. As IT technologies advance,
traditional marketing strategies are being replaced by digital ones more and more
frequently. Businesses that use technology can readily interact with customers while
offering goods or services. Similar to traditional marketing, effective consumer
connection and understanding of their requirements and wants are essential in digital
marketing. While businesses that use digital marketing stand out through bidirectional
communication, those who choose not to participate in this race increasingly separate
themselves from the competition. The primary benefit of digital marketing is its ability
to effectively contact the target audience through the use of social media and search
engines.
P.K. Kannan&Hongshuang Alice Li (2016) In their study, the authors propose

creating and describing a framework for research in digital marketing that highlights
the steps in both the marketing process and the development of marketing strategies
where the use of digital technologies has had and will continue to have a big impact. We
evaluate the research literature in the broadly defined digital marketing arena using the
framework to arrange innovations and existing research around the elements and touch
points of the framework. In this section, we discuss the changing problems at the touch
sites and their environs as well as the related research questions. In order to investigate
the challenges from the standpoint of the firm, we finally integrate these highlighted
topics and establish a study agenda for future research in digital marketing.
Pineiro-Otero &MartínezRolán (2016) the greatest internet marketing tactics were to

be looked at in this research paper. This study identified a number of digital marketing
tactics that are beneficial to organisations, enterprises, non-profits, educational
institutions, and other specialised fields. The literature made a strong case for
integrating technology with a number of classic marketing principles. According to
Auther, the primary distinction between traditional and digital marketing is the
strategic shift in emphasis from the product to the consumer.
D.M. Arvind& Shankar Narayan Rao (2017) They claim in their piece that digital
marketing has generated a lot of buzz in the modern world. Although the younger
generations find it to be very appealing, its appeal also extends to the middle and
elderly generations. Digital and social media are becoming the new yardstick for

determining the success of a campaign before it is announced in the mainstream media.

Retailers are becoming more savvy, implementing tactics and initiatives via smart
phones, tablets, and other digital venues to keep up with consumers' digital
advancements. Push messaging, in-store digital signage, location-based promotions,
email marketing, and many other forms of digital marketing are examples. This essay
attempts to comprehend several facets of digital marketing while appealing to a
younger audience. It is crucial to determine the Big Bazaar market's size, growth, and
potential. The study presents the Big Bazaar scenario from a future perspective.
S. Nazimsha&M. Rajeswari (2017) With an emphasis on the necessary and

supplemental data acquired, this inquiry will demonstrate the importance of
computerised media showcasing in the display age. Progressive displaying refers to
advertising strategies that allow businesses to track a campaign's performance over
time, including who is seeing it, how often, and to what extent. It also includes
information on how deals are changing hands and the processes involved. Reviews
show conclusively that consumers favour advertisements as a more effective method of
product promotion. Before buying something, Indian customers check for additional
information about the product's quality, price, and customer reviews. The impact of
advancements on Indian customers' ability to make a purchase is significant. Online
shopping is frequently done by consumers in India. They are persuaded to shop online
for clothing and electronics. Indian youth and young Indians are currently using online
sections to watch television programmes. The main justification may be uninteresting;
people can view programmes they had skipped for a number of reasons. Similar to what
is happening with the daily newspaper, people appreciate online news sources because
they don't have to wait for consistently daily publications.
P.Sathya (2017) according to research, marketers utilise digital marketing as a channel

for electronic communication to promote their products and services to consumers. The
main goal of digital marketing is to appeal to consumers and give them the opportunity
to interact with the product through digital media. This editorial focuses on the
importance of digital marketing to both consumers and businesses. We evaluate the
effectiveness of digital marketing based on the company's sales. To acquire a good
picture of the current study, 100 respondents' opinions were gathered.

Ahmad Bin Yamin (2017) this study demonstrates the influence of digital marketing
on Bangladeshi customers' behavioural expectations. A sample of Bangladeshi
customers was polled for this study in order to learn more about their digital marketing
habits. Modern marketing has undergone a significant transformation. Rapidly evolving
marketing trends that are based on the development and creation of new technologies
as well as portable communication devices have a big impact on consumer behaviour.
The requirement in the integrated marketing communication plan for this
technologically advanced environment is a well-designed marketing strategy with
particular digital marketing instruments. Massive numbers of young people utilise
social media due to high speed internet connectivity, which shows that marketers need
to concentrate more on using digital marketing tools to target their markets and
accomplish other organisational objectives.
S. Sivasankaran (2017) in his paper, the author claims that the obstacles faced by
retail marketers as a result of digital marketing are numerous. Online purchasing is
more fascinating to the current age than traditional retail. Due to the pressure of the
buying habits of the younger generation, marketers are compelled to implement the
novel manner of selling. The study's focus is on the impact of digital marketing on young
people's buying habits because their buying behaviour and behavioural patterns have a
bigger impact on purchasing behaviour. According to the report, the majority of today's
youth have access to digital media but are unaware of how to use it to its full potential.
Kingsnorth (2017) presented the idea that business strategy and digital marketing are
two ideas that should be combined and developed together. The discipline of digital
marketing and the existing body of work would benefit greatly from additional research
into specific digital marketing tactics. A thorough qualitative and quantitative analysis
would offer supporting proof of the success or failure of particular initiatives. Additional
research comparing traditional and digital marketing would help researchers and
businesses better grasp the distinctions between the two strategies. Digital marketing is
a creative, significant advancement in the marketing industry.
Marin Istvanic et al. (2017) have outlined how, mostly as a result of digital marketing,
product promotion has grown in importance in the new digital era. Digital marketing,
which gives customers additional chances like personalised messaging or responses to a
search query, is trailing behind the conventional type of marketing. There are many

ways to market on the internet, and in this paper, various methods and tools for digital
advertising will be discussed along with their benefits and drawbacks. We'll talk
specifically about e-mail marketing, display advertising, social networking marketing,
search engine optimization, and search engine marketing. Additionally, by providing
insight into online advertising, social media, and business networks, the paper aims to
make the creation and execution of similar materials in new business environments
more effective.
M.Shirisha (2018) has said that the fastest e-Commerce option now in use is digital
marketing. In this marketing method, we can buy or sell quickly. With the use of digital
marketing, you can quickly reach the largest audience or customer. It actually has a
significant impact on the modern commercial system. Our firm is more efficient and
accurate because to this solution. Digital marketing is far less expensive than
conventional offline marketing strategies. But the ease with which outcomes can be
tracked and evaluated is one of the key advantages of performing your marketing
digitally. You can immediately examine consumer response rates and gauge the
performance of your marketing campaign in real-time without having to do pricey
customer research, allowing you to plan the next one more effectively. This essay
attempted to emphasise the significance of digital marketing in the modern day.
Charles Gibson (2018) has pointed out the need for a thorough examination of digital
marketing techniques in their article by describing the surge in popularity of businesses
integrating technology into their marketing plan. Businesses have the chance to
participate in a new era of innovative marketing practises that employ digital marketing
to meet their core marketing requirements by strategically shifting to client-centered
marketing tactics. A survey of the most successful digital marketing strategies can give
businesses useful tools to target a wider audience by fusing new technologies with some
elements of old marketing. The current study offered digital marketing tactics to people,
firms, organisations, businesses, and researchers to help them become more visible to
their target market.
Ivan Wibisurya (2018) This study looked at the impact of timing on a number of
features on customers' perceptions of LBA and willingness to buy. The features that
were used were intrusiveness, personalization, interactivity, control, and the attraction
of the content. This study used a descriptive design and was conclusive. 160 people who

have ever undergone LBA under two different situations participated in an offline
survey that was used to collect data. Meanwhile, structural equation modelling was
used for data analysis (SEM). The study yields a number of findings. First, attitudes
toward LBA are significantly and favourably impacted by content appeal, control, and
customisation. Second, customer purchase intention is significantly and favourably
impacted by attitude toward LBA. Third, time strengthens the beneficial influence of
personalization on LBA mindset. Last but not least, time also strengthens the impact
that a favourable attitude toward LBA has on a customer's intention to buy.
Sanjay Bhayani & Nishant V. Vachhan (2018) By utilising both traditional and
internet marketing tactics, the current study identifies the variations in consumer
opinions. The internet is quickly altering consumer communication methods and is a
more practical alternative to conventional marketing techniques. Internet provides web
access around-the-clock, 365 days a year. which today's consumers find more
convenient. Consumers' search and purchase preferences are growing more
information technology (IT) savvy. E-commerce is undoubtedly not yet regarded as safe
in India, but there is a highly active and promising industry for it that will attract
Indians' attention in the near future.

CHAPTER 3
INDUSTRY PROFILE

3.1 BRIEF HISTORY OF THE INDUSTRY
Manufacturing a product or offering a service fall under the definition of an industry.

Despite being a general term for all economic production, "industry" is used in
economics and urban planning to refer to the secondary sector, a form of economic
activity that involves turning raw materials into finished commodities and products.
Whether or not capital has been invested for the purpose of carrying out such activity;
or such activity is carried out with a motive to make any gain or profit, "industry" refers
to any systematic activity carried out by cooperation between an employer and his
workmen for the production, supply, or distribution of goods or services with a view to
satisfy human wants or wishes (not being wants or wishes which are only spiritual or
religious in nature).
CLASSIFICATION OF INDUSTRIES
The primary sector, the secondary sector, the tertiary sector, the quaternary sector, and
the quinary sector are the four main industrial economic sectors. The economy is also
broadly divided into the public and private sectors, with industries typically falling
under the private sector category. Any business or manufacturing can be considered an
industry.
Primary Sector: The primary sector includes businesses that harvest or produce raw
resources, including those in mining, agriculture, fisheries, forestry, coal mining, oil
drilling, gold mining, etc.
Secondary Sector: Economic sectors that produce finished; useable goods are included
in the secondary sector of the economy. These sectors process raw materials through
activities like manufacturing, construction, and refining. This industry typically uses the
primary sector's output to produce finished goods for export or domestic consumer
sale.
Tertiary Sector: The service industries, such as transportation, dentistry, medicine, and
soon, are included in the tertiary sector. A manufacturing company's (secondary sector)
starting capital requirements are typically excessively high.
Quaternary Sector: The sector consists of non-profit government-run businesses in the

fields of health, education, culture, research, law enforcement, and firefighting. The

domestic sector of the economy also includes work done by stay-at-home parents and
homemakers. Despite not being quantifiable in dollars, these activities still contribute
significantly to the economy.
INDUSTRY LIFE CYCLE
An industry's lifetime can be described as the stages of evolution it goes through as it

evolves from inception to stabilisation and stagnation. An industry starts off with
technological innovation, goes through a period of fast expansion, matures, and
consolidates, and then declines and possibly dies. Fragmentation, shake-out, maturity,
and decline are among the stages of an industry's lifetime.
Developmental Stage: The development or formative stage is the initial step of the
industry life cycle. Currently, a new industry is developing its business. At this point, a
new industry often develops when an entrepreneur determines how to introduce the
new items or services to the market. Growth opportunities are typically excellent. As
other entrepreneurs get familiar with the market potential during the growth of this
stage, competition is likely to increase. Given the uncertainty of whether consumers will
generally acknowledge the product and which enterprises will continue to exist, high
risks might be experienced in this phase.
Shake-out or growth stage: Shake-out is the second stage of the emergence of a new
industry. As the leaders continue to develop the product, consumer recognition expands
the market. Because of greater consumer acceptability and the beginnings of developing
client loyalty, the risk is reduced at this level. Competitors begin to recognise the
potential opportunities in the developing sector.
Maturity: The third stage of the industry lifecycle is maturity. This stage of the life cycle
is typically the longest and can endure for several years. Due to the abundance of rival
businesses and product alternatives, industry competition is quite fierce. Due to
competition and declining profit margins, the growth rate slows down and stabilises at
a level that can be sustained over an extended length of time. To achieve a competitive
edge, some businesses may move a portion of their production overseas.
Decline: The final phase of an industry's lifespan is decline, during which a war of
gradual annihilation between enterprises could emerge and those with extensive
bureaucracy might crumble. Additionally, the market's demand might already have

been met or supply might be running low. If there is no market need for the goods or
services they offer, some businesses may decide to quit the sector, or they may create
new goods or services to satisfy the need. In these circumstances, a new industry will be
produced.
With an annual production of more than 2.3 million units in 2008, India's automobile
sector ranked tenth in the world. India overtook Japan, South Korea, and Thailand as
Asia's top three vehicle exporters in 2009. The Indian automobile sector has shown
consistent growth since liberalisation occurred in India in 1991 because of heightened
competition and loosened regulations. The local and worldwide operations of several
Indian automakers, including Tata Motors, Maruti Suzuki, and Mahindra & Mahindra,
have grown.
The Indian Automobile Industry has come a long way since the first car was driven on
the streets of Mumbai (then Bombay) in 1898. The auto industry was neglected by the
previous administration in its early years, and its policies were unfavourable. The
Indian government's recent tax reduction measures and liberalisation policies have had
a notable impact on the country's automobile industry. The Indian car sector, which is
now expanding at a rate of about 18% annually, has become a popular destination for
major automakers like Volvo, General Motors, and Ford. For an economy to grow, it is
essential to have a well-developed transportation system, and India is no different. The
automotive industry in India is expanding quickly along with the country's
transportation infrastructure, playing a significant role in the country's economy. Since
the turn of the millennium, the Indian vehicle market has undergone a significant
transformation that will only continue with the introduction of Nano.
A wide range of vehicles can currently be produced in India by the automotive sector,
which can be broadly categorised into three groups: cars, two-wheelers, and heavy
trucks.
Segment Know-How
Motorcycles account for a substantial market share in the two-wheeler category. 50% of
the market's motorcycles are made by Hero Honda. Honda owns a 46% stake in the
scooter market, and TVS produces 82% of the nation's mopeds. Three-wheelers are
utilised to move goods in a proportion of 40%. Piaggio controls 40% of the market. Bajaj

is the industry leader in passenger transportation, producing 68% of the three-

wheelers. 79% of the market for passenger vehicles is dominated by cars. Maruti Suzuki
is the sole manufacturer of multipurpose vehicles and has a 52% market share in
passenger automobiles. Mahindra has a 42% market share in utility vehicles. Tata
Motors commands a market share of more than 60% in commercial vehicles.
Additionally, Tata Motors is the fifth-largest maker of medium and heavy commercial
vehicles worldwide.
INDIAN AUTOMOBILE INDUSTRY
During the 1920s, cars exhibited design refinements such as balloon tires, pressed- steel
wheels, and four-wheel brakes.
In India, a fledgling automotive sector first appeared in the 1940s. The government of
India and the private sector began making attempts to establish an automotive
component manufacturing business to supply the automobile industry in 1953,
following the declaration of independence. However, because to nationalisation and the
license raj, which restricted the Indian private sector, growth was comparatively
modest in the 1950s and 1960s. The automotive sector began to expand after 1970, but
tractors, commercial vehicles, and scooters were the primary drivers of this expansion.
Automobiles were a great luxury. Japanese manufacturers eventually established Maruti
Udyog after entering the Indian market. Many international businesses started joint
ventures with Indian businesses.
Several Japanese manufacturers started joint ventures to develop motorbikes and light
commercial vehicles in the 1980s. At this time, Suzuki was chosen by the Indian
government for its joint venture to produce tiny automobiles. Numerous Indian and
international car firms began operations after economic liberalisation in 1991 and the
gradual erosion of the licence raj. Since then, the growth of the vehicle and automotive
component industries has increased to fulfil domestic and international demand.
How people live and work has altered because of the automobile industry. The first
contemporary automobile was created in 1895. Soon after, the automobile made its
initial appearance in India. In Mumbai, three cars were imported when the century
turned (India). The first wheel was really utilised for transportation more than 4,000
years ago in India, marking the beginning of the vehicle. Portuguese settlers in China

around the beginning of the 15th century brought forth several new technologies,
including the development of a wheel that could turn on its own. Small steam-powered
engine models were created by the 1600s.
In the year 1893, the actual horseless carriage made its debut. The 1909 Rolls-Royce
Silver Ghost, with its aluminium body, silent 6-cylinder engine, leather interior, folding
windscreens, and hood, was one of the most highly regarded early luxury cars. It was
often chauffeured, with a focus on comfort and style rather than speed.
1957 saw the introduction of strong, high-performance vehicles like the Mercedes-Benz
300SL. It was designed with thin, stylish lines and had a top speed of 230 km/h (144
mph). This was the history of the Indian automobile, and contemporary vehicles are
often small, light, and aerodynamically shaped.
GROWTH
In China, there are 82 people per vehicle, compared to 100 in India. By 2014, the Indian
vehicle industry is anticipated to reach mainstream motorization. The "sunrise Sector"
moniker is frequently used to refer to the Indian auto industry.
One of India's sectors with the quickest growth is the automobile industry. The key
growth engine of the automobile industry in India is the rise in demand for cars and
other vehicles, driven by the rise in income. The development of the automotive
industry has also been aided by the advent of flexible financing options and easy
repayment plans. In the car industry, India is evolving as a sourcing hub for the big
international automakers. In the next few years, the passenger vehicle and motorcycle
segments are expected to rise by 8 to 9 percent. The sector is working to keep up the
growing momentum it began in 2002–2003.
 India has emerged as a major player on the global car scene.

 The Indian Automobile Industry manufactured 9 million two- and three-
wheelers and 2.06 million four-wheelers in the fiscal year 2006–07.
 The Indian Automobile Industry manufactured 9 million two- and three-
wheelers and 2.06 million four-wheelers in the fiscal year 2006–07.
 Mopeds, motorbikes, scooters, and three-wheelers are among the three
wheelers.
 India is ranked second worldwide for two-wheelers.
 India is the fourth-largest global market for commercial vehicles.

 India is ranked 11th globally in the market for passenger cars.
 In terms of the number of buses and trucks sold worldwide, India comes in fifth.
 Within the year 2016, it is anticipated that India's vehicle market would rank
seventh in terms of volume.
Sales incentives, the launch of new models and variants, easy access to affordable
financing, and flexible repayment choices all continued to fuel demand for and sales of
automobiles. The competition could get more intense as long as the players keep
releasing new models and variations. It is gradually boosting its penetration into
overseas markets in addition to satisfying the rising domestic demand. To align itself
with the advances throughout the world and maximise its potential, it has been
reorganising itself continuously and incorporating newer technologies. US automakers
General Motors and Ford, German automakers BMW and DaimlerChrysler AG, French
automaker Renault, Japanese automakers Suzuki, Toyota, and Honda, and South Korean
automaker Hyundai are among the automakers investing in India.
Over the past few years, strict government auto emission laws have also boosted the
automobile industry in India. This made guaranteed that Indian-made cars met the
requirements of the developed world.
Customers are constantly asking for newer designs because of the expanding
automotive industry.
As a result, designing cars has taken on equal importance to factors like fuel efficiency,
safety, and ergonomics. The development of the Indian auto industry depends on the
establishment of indigenous car designing capabilities through a national vehicle design
institute.
The car ancillary business sector is also booming. Due of its high engineering
capabilities and affordable labour, India is a desirable outsourcing location for
international auto businesses. For US automakers and its European competitors, buying
parts from India can save them between 10% and 20%. In 2003–04, the auto
component industry had substantial growth of 20%, resulting in a sales turnover of Rs.
30 640 crores. The outsourcing methods of the world's largest automakers present the

possibility of greater expansion. This industry has now become another sunrise
industry.
CONTRIBUTION
One of the largest industries in India, the automotive sector has experienced amazing
expansion throughout the years and has considerably contributed to the country's
overall industrial development. It is essential to the swift industrial and economic
development of the nation. It meets the demand for equipment for fundamental sectors
like paper, cement, sugar, textiles, plastics, glass, rubber, capital equipment,
petrochemicals, steel, non-ferrous metals, fertilisers, refineries, and shipping. It makes it
easier to improve infrastructural facilities like power, train, and roads.
The auto industry is a significant sector of the Indian economy. The automobile sector
has a significant multiplier effect and can propel economic growth. A reliable
transportation network is essential to the nation's rapid industrial and economic
growth. By creating a wide range of vehicles, including passenger cars, light, medium,
and heavy commercial vehicles, as well as multi-utility vehicles like jeeps, scooters,
motorcycles, mopeds, three-wheelers, and tractors, the well-developed Indian
automotive industry successfully fulfils this catalytic role.
A sizable workforce is employed by the Indian automobile industry, which produces

automobiles, buses, three-wheelers, two-wheelers, commercial vehicles, and heavy
vehicles. International automakers were able to enter the market when the licence raj
was abolished in 1991. Leading international automakers formed joint ventures with
Indian indigenous automakers to launch the country's large-scale automobile
manufacturing. One of the foundational businesses of the Indian economy, the
automobile industry's outlook reflects the strength of the nation's economy.
Since the sector's delicensing and openness to foreign direct investment in 1991, the
automotive industry, which includes the vehicle and auto component sectors, has
advanced quickly. The auto component market is now regarded as a nascent one with
enormous growth potential. The government has also liberalised the rules for

technology import, which seems to have benefited the automobile industry. This
industry is also anticipated to drive the growth of the engineering sector in view of its
strong downstream and upstream linkages with many other segments of the
engineering sector, such as raw materials, capital goods, intermediate products, etc. In
2002–2003, the industry received investments totalling around Rs.50,000 crore, but by
2007, those investments had increased to Rs. 80,000 crore.From 2.77% in 1992–1993,
the automotive industry's GDP contribution increased to 5% in 2006–2007.
Additionally, the industry makes a 17% payment to the government's indirect tax fund.
The Indian automobile sector has already generated a revenue of Rs. 1, 65,000 crore (34
billion USD) and employed 1.31 crore people directly and indirectly in the nation. The
industry offers tremendous investment prospects because to its wealth of advantages,
including low cost and high skill labour, a globally competitive auto auxiliary sector,
well-established testing and R & D facilities, the ability to produce steel at the lowest
cost, etc. This has given auto makers the confidence they need to compete on a global
scale and raise vehicle quality standards and safety standards in the wake of rapidly
rising traffic.
In India there are 100 people per vehicle, while this figure is 82 in China. It is
expected that Indian automobile industry will achieve mass motorization status
by 2014. The Indian automobile industry is often described as the sunrise
Industry. In India there are 100 people per vehicle, while this figure is 82 in China. It is
expected that Indian automobile industry will achieve mass motorization status
by 2014. The Indian automobile industry is often described as the sunrise
Industry. In China, there are 82 people per vehicle, compared to 100 in India. By 2014,
the Indian vehicle industry is anticipated to reach mainstream motorization. The
"sunrise Sector" moniker is frequently used to refer to the Indian auto industry.
3.2 INDUSTRIAL PERFORMANCE- GLOBAL, NATIONAL & REGIONAL
The automotive industry’s performance is largely dependent on the economic

conditions of the global, national, and regional markets.

Global: The global automotive industry has seen significant growth in recent years,
driven by strong demand from emerging markets, such as China and India. The industry
has also benefited from technological advancements, such as autonomous driving and
electric vehicles, which have allowed for increased efficiency and safety. However, the
industry has also seen some challenges, such as the coronavirus pandemic, which has
led to decreased demand in some markets.
National: The performance of the automotive industry varies between different

countries and regions. In the United States, the industry has performed well in recent
years, with strong sales of both new and used vehicles. This trend has been driven by
low interest rates, an improving job market, and rising consumer confidence.
Regional: The performance of the automotive industry is also affected by regional

factors, such as the availability of infrastructure and local regulations. For example, in
Europe, the industry has seen slower growth due to increased restrictions on diesel
vehicles and the introduction of stricter emission standards. Similarly, in China, the
industry has been affected by the government’s tightening of emissions standards and
its efforts to promote electric vehicles.
3.3 PROSPECTS & CHALLENGES IN THE INDUSTRY
PROSPECTS
This prospectus provides an overview of the automotive industry and its current trends,
opportunities, and challenges. It will address the current landscape of the automotive
industry, its major players, the strategies adopted by the industry, and the potential for
growth, expansion, and innovation. Additionally, this prospectus will provide insight
into how the automotive industry is responding to changes in the global economy,
customer needs, and technology.
The automotive industry is one of the largest and most complex industries in the world.
It encompasses the design, manufacture, sale, and servicing of motor vehicles. The
industry is highly competitive, and businesses must be able to continually innovate in

order to remain competitive. The industry is also highly regulated, with many
government and industry standards that must be met.
The automotive industry consists of several key players, including vehicle

manufacturers, parts suppliers, dealerships, and service providers. Vehicle
manufacturers include companies such as Ford, General Motors, and Volkswagen. Parts
suppliers provide components for vehicles, such as engines, transmissions, and other
components. Dealerships sell new and used vehicles to consumers, and provide repair
and maintenance services. Service providers provide specialized services, such as auto
body repair.
1. Autonomous Driving: Autonomous driving is one of the most promising prospects for
the automotive industry. By using cutting-edge technologies such as artificial
intelligence, sensors, and data analytics, self-driving cars will provide enhanced safety,
convenience, and efficiency.
2. Electric Vehicles: As the electric vehicle market continues to grow, the automotive
industry is exploring ways to further reduce emissions and improve fuel efficiency. This
includes new electric vehicle models and charging infrastructure.
3. Connected Cars: Connected cars are becoming increasingly popular as consumers

become more tech-savvy. These vehicles use advanced communication technologies to
provide drivers with real-time information, entertainment, and safety features.
4. New Business Models: The automotive industry is exploring new business models
such as car-sharing and subscription services, as well as new ways of monetizing
traditional services.
5. Enhanced Safety Technologies: Enhanced safety technologies, such as advanced

driver assistance systems, are becoming increasingly popular as they reduce the
number of accidents and improve the safety of drivers and passengers.
CHALLENGES

1. Cost: The cost of developing new technologies is a major challenge for the automotive
industry. This includes the cost of developing electric vehicles, autonomous driving, and
connected car technologies.
2. Regulations: Regulations surrounding autonomous driving and electric vehicles can

vary from country to country, making it difficult for companies to develop a consistent
product for global markets
3. Technological Advancement: Automakers must keep up with the rapid pace of

technological advancement in order to remain competitive. This requires significant
investment in research and development.
4. Consumer Preferences: Automakers must respond quickly to changing consumer
preferences in order to remain profitable.
5. Cost Reduction: Automotive companies must continually invest in cost reduction to

remain competitive. This includes reducing costs in manufacturing, materials, and labor.
6. Increasing Competition: The automotive industry is becoming increasingly

competitive, as new companies enter the market and existing companies invest in new
technologies. Automotive companies must stay ahead of their competition to maintain
their market share.
7. Cybersecurity Threats: Cybersecurity threats are an increasing concern in the

automotive industry, as cars become increasingly connected to the internet. Automotive
companies must invest in the latest security measures to protect their vehicles from
cyberattacks.
8. Meeting Stringent Safety and Emission Regulations: The automotive industry is

heavily regulated, and meeting the stringent safety and emission regulations is a major
challenge. Automotive companies must continually invest in research and development
to ensure their vehicles comply with the latest regulations.

CHAPTER 4
COMPANY PROFILE

4.1 BRIEF HISTORY OF THE ORGANISATION AND CURRENT BOARD OF DIRECTORS

4.1.1 HISTORY
2016 INCEPTION
Royal Drive took its initial step with its first pre-owned cars showroom in Malappuram.
2018
Royal Drive opened South India’s largest pre-owned luxury cars showroom in
Kozhikode.
2020
Achieved the Trademark Certification.
2021
Immense Success led to the inauguration of luxury pre-owned cars showroom in Kochi.
4.1.2 ORGANISATIONAL CHART
Mujeeb Rahman K
(Founder, Chairman & Managing
Director)
Mohammed Sanavullah KT Mujeeb Rahman KT

(Director & Co-Founder) (Director & Co-Founder)
Rahmathullah K
(Director & Vice-President)
Usman C
(Director)
Mujeeb Rahman P
(Director)
Abdul Salam UP
(Director)

4.2 MISSION, VISSION STATEMENT AND QUALITY POLICY FOLLOWED

4.2.1 MISSION
Our Mission is to simply become the best at what we do. We started off humbly and
within a span of 10 years, we have two spectacular showrooms which are at par with
any luxury automobile showroom in India. We are in this business because of our deep
rooted love for the machine and therefore, when you, a customer, comes looking for your
dream car, we make sure that you drive off with exactly what you came looking for,
without wasting your valuable time. We are here to serve you and serve you well.
We at Royal drive, put our foot down, when it comes to making the process of
purchasing a pre-owned vehicle hassle free. Customer concerns regarding the
documentations, history or past ownerships and other legalities are all addressed and
taken care of with utmost precision and authority. Every single automobile in our
inventory is subjected to the highest level of scrutiny, to assure our customers a pleasant
and hurdle free experience. Our promise is to add to your power and we will leave no
stone unturned in doing so. So, are you ready to add to your power?
4.2.2 VISSION STATEMENT
CORE PURPOSE
 To make people different
CORE VALUES
 Customer Satisfaction through sincere and transparent approach
 A life time alliance with our Customers
 Continuous updation
BHAG
By 2031 our company will become a "100 billion dollar company"

 Our team will be mentally, spiritually and financially strong

 We will be present all over India
 We will be the "number one" choice in pre-owned luxury vehicles
 We will have head office in Dubai
 We will have our corporate office in Bangalore
 We will have operate in UK, UAE, KSA, Oman, Qatar, Srilanka, Malaysia,
Singapore and Kuwait
 We will contribute 5% of our profit to charity
4.2.3 Quality policy followed
The Royal drive will not compromise in their quality. They will always assure that their
quality is best.
They using many tools to check the quality of cars they purchase.
1. ToolPRO Mechanic stethoscope
A stethoscope in workshop might seem like an odd suggestion at first but once
you see what the tool pro mechanic stethoscope can do you will never look back
just doctors the mechanic stethoscope is used to pinpoint sounds and help to
reach an accurate diagnosis in place of a chest piece the toolpro mechanic
stethoscope has a steel rod with a screw on extension install the appropriate
length for the park you had to diagnose fit the ear piece away you go.
2. VS058 SEALEY BRAKE PAD THICKNESS GAUGE
 Ingenious time-saving tool and essential for any garage.

 Measures the brake pad on the vehicle without removing the
road wheel.
 Slim design enables the tool to locate the rear of the pad
backing plate, allowing the probe to measure the distance
between the underside of the backing plate and brake disc.
 Suitable for both internal and external brake pads.
 Features calibration line, plus minimum 1.5mm pre-MOT
check mark.

 Range: 1.5-13mm.
 Designed for brake pads that have a normal 6mm thick
backing plate (Class IV, V).
3. BRAKE FLUID TESTER PEN

 Used to check brake fluid quality by measuring its moisture content
 Suitable for brake fluids DOT3, DOT4 and DOT5.1
 Quick reading (1s) of moisture concentration: 2%: Medium; >3%: Needs
to be changed
 Automatic shut-off function after 20 s without use
 Powered by an AAA 1.5V battery supplied with the tester
4. Test Antifreeze coolant concentration with a refractometer
 Point the prism end of the refractometer toward a light source

and focus the eyepiece until the scale is clearly visible and in
focus. If you wear eyeglasses, remove them and focus the
refractometer without them. Be sure the refractometer is
creating a tight seal to your eye and allowing little to no light –
this will help the visibility of the scale and make focusing easier.
Refractometers feature an eye-guard to prevent stray light from
entering the eyepiece and causing reflections.
 Once the lines of the scale are crisp and defined, your
refractometer is in focus
4.3 BUSINESS PROCESS OF THE ORGANISATION – PRODUCT PROFILE

The process of RD buying a pre-owned car from a company typically involves the
following steps:
Research: The buyer conducts research to identify the make, model, year, and other
features of the desired car. They may also research the reputation and reliability of the
company selling the car.
Visit the dealership: The buyer visits the dealership to view the available cars, test drive
the cars, and ask questions about the cars and their history.
Financing: If the buyer needs financing, they may apply for a loan through the
dealership or through a third-party lender. The buyer may also consider leasing options.
Negotiation: The buyer may negotiate the price and terms of the sale with the
salesperson or sales manager, taking into account factors such as the car's condition,
mileage, age, and features.
Purchase agreement: Once the buyer agrees to purchase the car, they sign a purchase
agreement that outlines the terms of the sale, including the purchase price, financing
terms, warranties, and any other relevant details.
Payment: The buyer pays the agreed-upon amount for the car, either in cash, through
financing, or a combination of the two.
Title transfer: The company transfers the title of the car to the buyer and provides any
necessary paperwork for registration and licensing.
Delivery: The buyer takes possession of the car, either by driving it off the lot or
arranging for delivery to their preferred location.
Post-sale services: The company may offer additional services to the buyer, such as
routine maintenance, repairs, or upgrades.
Throughout the process, the buyer should ask questions, carefully review all
documents, and ensure that they understand the terms and conditions of the sale. They

should also check the car's history report and consider having the car inspected by an
independent mechanic before making a purchase decision.
The business process of selling RD preowned luxury cars typically involves the
following steps:
Acquisition: The dealership acquires preowned luxury cars from various sources, such
as trade-ins, auctions, and private sellers.
Inspection and refurbishment: Each car is thoroughly inspected to assess its condition
and identify any necessary repairs or refurbishments. The dealership may also clean,
detail, and perform cosmetic repairs to enhance the car's appearance.
Pricing and marketing: Based on the car's make, model, year, condition, and other
factors, the dealership determines its selling price. The dealership then develops
marketing strategies to promote the car, such as advertising online, in print, and
through social media.
Sales and negotiation: Prospective buyers may visit the dealership to test drive the car
and negotiate the price. The dealership may also offer financing options or extended
warranties to facilitate the sale.
Documentation and transfer: Once a buyer agree to purchase the car, the dealership
prepares the necessary documentation, such as the sales contract, title transfer, and
registration paperwork. The dealership may also arrange for shipping or delivery of the
car to the buyer's location.
Post-sale services: The dealership may offer additional services to the buyer, such as
routine maintenance, repairs, or upgrades. The dealership may also request feedback
from the buyer to assess their satisfaction and identify areas for improvement.
Throughout each step of the process, the dealership must comply with relevant laws
and regulations, such as those related to vehicle safety, emissions, and consumer
protection. The dealership must also ensure that it maintains accurate records of all
transactions and adheres to ethical standards in its business practices.
PRODUCT PROFILE

AUDI
Audi AG is a German automotive manufacturer of luxury vehicles headquartered

in Ingolstadt, Bavaria, Germany. As a subsidiary of its parent company, the Volkswagen
Group, Audi produces vehicles in nine production facilities worldwide.
The origins of the company are complex, going back to the early 20th century and the
initial enterprises (Horch and the Audiwerke) founded by engineer August
Horch (1868–1951); and two other manufacturers (DKW and Wanderer), leading to the
foundation of Auto Union in 1932. The modern Audi era began in the 1960s, when Auto
Union was acquired by Volkswagen from Daimler-Benz.[9] After relaunching the Audi
brand with the 1965 introduction of the Audi F103 series, Volkswagen merged Auto
Union with NSU Motorenwerke in 1969, thus creating the present-day form of the
company.
MERCEDES BENZ
Mercedes-Benz commonly referred to as Mercedes and sometimes as Benz, is a German

luxury and commercial vehicle automotive brand established in 1926. Mercedes-Benz
AG (a Mercedes-Benz Group subsidiary established in 2019) is headquartered
in Stuttgart, Baden-Wü rttemberg, Germany. Mercedes-Benz AG produces
consumer luxury vehicles and commercial vehicles badged as Mercedes-Benz. From
November 2019 onwards, Mercedes-Benz-badged heavy commercial vehicles (trucks
and buses) are managed by Daimler Truck, a former part of the Mercedes-Benz Group
turned into an independent company in late 2021. In 2018, Mercedes-Benz was the
largest brand of premium vehicles in the world, having sold 2.31 million passenger cars.
BENELLI
Benelli Q.J. is an Italian company, based in the city of Pesaro in the Marche region, that
produces motorcycles and scooters.
Since 2005 Benelli is owned by the Qianjiang Motorcycle, a Chinese company owned by

the Geely Holding Group. Originally founded in 1911 in Pesaro, Benelli is the second
oldest Italian motorcycle company still in business.

Design, development and marketing activities are carried out at the Benelli QJ
headquarters in Pesaro, Italy, in synergy with the parent company
of Wenling China where motorcycles are produced.
BMW
BayerischeMotoren Werke AG, abbreviated as BMW is a German multinational

manufacturer of luxury vehicles and motorcycles headquartered in Munich, Bavaria.
The corporation was founded in 1916 as a manufacturer of aircraft engines, which it
produced from 1917 until 1918 and again from 1933 to 1945.
Automobiles are marketed under the brands BMW, Mini and Rolls-Royce, and

motorcycles are marketed under the brand BMW Motorrad. In 2017, BMW was the
world's fourteenth-largest producer of motor vehicles, with 2,279,503 vehicles
produced.[2] The company has significant motor-sport history, especially in touring
cars, sports cars, and the Isle of Man TT.
LAMBORGHINI
Automobili Lamborghini S.p.A. is an Italian manufacturer of luxury sports

cars and SUVs based in Sant'Agata Bolognese. The company is owned by
the Volkswagen Group through its subsidiary Audi.
Ferruccio Lamborghini (1916–1993), an Italian manufacturing magnate, founded

Automobili Ferruccio Lamborghini S.p.A. in 1963 to compete with Ferrari. The company
was noted for using a rear mid-engine, rear-wheel drive layout. Lamborghini grew
rapidly during its first decade, but sales plunged in the wake of the 1973 worldwide
financial downturn and the oil crisis. The firm's ownership changed three times after
1973, including a bankruptcy in 1978. American Chrysler Corporation took control of
Lamborghini in 1987 and sold it to Malaysian investment group MycomSetdco and
Indonesian group V'Power Corporation in 1994. In 1998, MycomSetdco and V'Power
sold Lamborghini to the Volkswagen Group where it was placed under the control of the
group's Audi division.

MINI
Mini (stylised as MINI) is a British automotive marque founded in 1969, owned by

German automotive company BMW since 2000, and used by them for a range of small
cars assembled in the United Kingdom, Austria and the Netherlands. The word Mini has
been used in car model names since 1959, and in 1969 it became a marque in its own
right when the name "Mini" replaced the separate "Austin Mini" and "Morris Mini" car
model names. BMW acquired the marque in 1994 when it bought Rover
Group (formerly British Leyland), which owned Mini, among other brands.
The original Mini was a line of British small cars manufactured by the British Motor

Corporation (BMC), which in 1966 became part of British Motor Holdings. This merged
with Leyland Motors in 1968 to form British Leyland. In the 1980s, British Leyland was
broken-up and in 1988 Rover Group, including Mini, was acquired by British Aerospace.
Mini
[5]
models included the Morris Mini-Minor and the Austin Seven,
the Countryman, Moke, 1275GT and Clubman. Performance versions of these models
used the name Cooper, due to a partnership with racing legend John Cooper. The
original Mini continued in production until 2000.
LAND ROVER
Land Rover is a British brand of predominantly four-wheel drive, off-road

capable vehicles, owned by multinational car manufacturer Jaguar Land Rover (JLR),
since 2008 a subsidiary of India's Tata Motors. JLR currently builds Land Rovers in
Brazil, China, India, Slovakia, and the United Kingdom. The Land Rover name was
created in 1948 by the Rover Company for a utilitarian 4WD off-road vehicle; currently,
the Land Rover range is comprised solely of upmarket and luxury sport utility vehicles.
Land Rover was granted a Royal Warrant by King George VI in 1951, and 50 years later,
in 2001, it received a Queen's Award for Enterprise for outstanding contribution to
international trade. Over time, Land Rover grew into its own brand (and for a while also
a company), encompassing a consistently growing range of four-wheel drive, off-road
capable models. Starting with the much more upmarket 1970 Range Rover, and
subsequent introductions of the mid-range Discovery and entry-level Freelander line (in
1989 and 1997), as well as the 1990 Land Rover Defender refresh, the marque today
includes two models of Discovery, four distinct models of Range Rover, and after a

three-year hiatus, a second generation of Defenders have gone into production for the
2020 model year—in short or long wheelbase, as before.
LEXUS
Lexus is the luxury vehicle division of the Japanese automaker Toyota. The

Lexus brand is marketed in more than 90 countries and territories worldwide and is
Japan's largest-selling make of premium cars. It has ranked among the 10 largest
Japanese global brands in market value. Lexus is headquartered in Nagoya, Japan.
Operational centers are located in Brussels, Belgium, and Plano, Texas, United States.
Created at around the same time as Japanese rivals Honda and Nissan created

their Acura and Infiniti luxury divisions respectively, Lexus originated from a corporate
project to develop a new premium sedan, code-named F1, which began in 1983 and
culminated in the launch of the Lexus LS in 1989. Subsequently, the division
added sedan, coupé, convertible and SUV models. Lexus did not exist as a brand in its
home market until 2005, and all vehicles marketed internationally as Lexus from 1989
to 2005 were released in Japan under the Toyota marque and an equivalent model
name. In 2005, a hybrid version of the RX crossover debuted and additional hybrid
models later joined the division's lineup. Lexus launched its own F marque performance
division in 2007 with the debut of the IS F sport sedan, followed by the LFA supercar in
2009.
VOLVO
Volvo Cars (Swedish: Volvo personvagnar, styled VOLVO in the company's logo) is

a Swedish multinational manufacturer of luxury vehicles headquartered
in Torslanda, Gothenburg. The company manufactures SUVs, station wagons,
and sedans. The company's main marketing arguments are safety and its Swedish
heritage and design.
Volvo Cars has been separate from its former parent conglomerate and producer
of heavy trucks, buses, and construction equipment (among others) AB Volvo since
1999 when AB Volvo sold its automobile division Volvo Cars to Ford Motor Company.
In 2010, Ford sold loss-making Volvo Cars to the company Geely.[4][5] Volvo Cars was
[3]
publicly listed on the Nasdaq Stockholm stock exchange in 2021, though Geely still

retains majority ownership. Volvo Cars and AB Volvo both share the Volvo logo, and
cooperate in running the Volvo Museum.
PORSCHE PANAMERA
The Porsche Panamera is a mid/full-sized luxury car (E-segment or F-segment for LWB

in Europe) manufactured and marketed by German automobile manufacturer Porsche
across two generations using a front-engine, rear or all-wheel drive configuration.
Porsche debuted the production first generation Panamera at the 13th Auto

Shanghai International Automobile Show in April 2009, launching hybrid and diesel
versions in 2011. In April 2013, the company introduced a facelifted model, again at the
Shanghai Auto Show, followed by the US introduction of a plug-in hybrid version, the
Panamera S E-Hybrid, in November 2013. Porsche introduced the second generation
Panamera in 2016.
The engine of the Panamera Turbo S features larger turbochargers than the standard

Panamera Turbo's 4.8-litre V8, as well as high-pressure fuel injection, and aluminium-
alloy pistons. The piston rings are coated in a low-friction surface to help eke out even
more performance. The Panamera Turbo S accelerates to 62 mph (100 km/h) in 3.3
seconds with launch control engaged. Roll-on acceleration should be more impressive,
changes to the PDK (Porsche Doppelkupplung) gearbox allow for faster gearshifts, and
the alleged 27.7mpg fuel economy is no worse than the less powerful Panamera Turbo.
4.4 STRATEGIES
4.4.1 BUSINESS STRATEGIES
The business strategies of a ROYAL DRIVE preowned luxury car LLP can vary depending
on factors such as the target market, competition, and overall business goals. Here are
some common strategies used in the industry:
Specialization: The company may specialize in a particular brand or type of luxury car,
such as sports cars or SUVs. This can help the company establish a strong reputation
and expertise in that area.

Customer service: The company may prioritize customer service and satisfaction,
offering personalized attention and a luxury experience to customers. This can help
build loyalty and repeat business.
Marketing and advertising: The company may invest in marketing and advertising
efforts to promote its brand and cars. This can include online ads, social media
campaigns, and print advertisements in targeted publications.
Partnerships and collaborations: The company may partner with other luxury brands or
organizations to cross-promote products and services. For example, a preowned luxury
car company may partner with a high-end hotel or fashion brand to offer exclusive
packages or discounts.
Financing and leasing: The company may offer financing or leasing options to make its
cars more accessible to customers. This can help increase sales and build customer
relationships over time.
Referral and loyalty programs: The company may offer referral and loyalty programs to
incentivize customers to recommend the company to others and continue doing
business with the company.
Technology and innovation: The company may invest in technology and innovation to
improve the customer experience and optimize its operations. For example, the
company may use virtual reality technology to showcase cars or implement automated
inventory management systems.
Differentiation: The company can differentiate itself from competitors by offering

unique features or services, such as extended warranties, financing options, or premium
detailing services. This can help attract customers who value these benefits and may be
willing to pay more for them.
Customer service: The company can focus on providing exceptional customer service,
such as personalized attention, timely communication, and transparent pricing. This can
help build trust and loyalty with customers and lead to repeat business and referrals.

Marketing and advertising: The company can develop targeted marketing and
advertising campaigns to reach its desired audience. This can include social media
marketing, targeted digital ads, print ads, and direct mail campaigns.
Inventory management: The company can carefully manage its inventory to ensure a
steady supply of desirable cars and avoid overstocking or understocking. This can
involve tracking market trends, identifying popular models and features, and adjusting
purchasing and pricing strategies accordingly.
Strategic partnerships: The company can form partnerships with other businesses, such
as financing companies, insurance providers, or other luxury goods and service
providers. This can help expand the company's offerings and reach new customers.
Online sales: The company can develop a strong online presence and offer online sales
and delivery services to meet the needs of modern customers. This can include an easy-
to-use website, virtual test drives, online financing applications, and streamlined
delivery services.
Continuous improvement: The company can focus on continuous improvement in all

areas of its operations, such as customer service, inventory management, marketing,
and employee training. This can help the company stay competitive and adapt to
changing market conditions.
Overall, the business strategies of a RD preowned luxury car company should align with
its overall goals and values, while also taking into account the needs and preferences of
its target market. By carefully evaluating these factors and using a strategic approach,
the company can optimize profits and customer satisfaction.
4.4.2 PRICING STRATEGIES
Pricing strategies for a preowned luxury car company can vary depending on the
market conditions, inventory levels, and competition. Here are some pricing strategies
commonly used in the industry:
Competitive pricing: The company sets prices based on the prices of similar cars offered
by competitors. This can help the company stay competitive in the market and attract
customers who are comparison shopping.

Value-based pricing: The company sets prices based on the perceived value of the car to
the customer. This can be determined by factors such as the car's brand, features,
mileage, and overall condition.
Dynamic pricing: The company adjusts prices in real-time based on factors such as
inventory levels, demand, and market trends. This can help the company optimize
pricing and sales based on current conditions.
Loss leader pricing: The company sets prices for some cars at or below cost to attract
customers and generate interest. This can be a short-term strategy to drive traffic to the
dealership and potentially lead to higher-margin sales in the future.
Negotiation-based pricing: The company allows customers to negotiate the price of the
car, which can help build rapport and trust with the customer. This can also help the
company sell cars that may be difficult to price due to unique features or conditions.
Overall, the pricing strategy of a RD preowned luxury car company should take into
account factors such as the target market, competition, inventory levels, and market
conditions. The company should also consider the cost of acquiring and refurbishing the
cars, as well as any financing options or warranties offered to customers. By carefully
evaluating these factors and using a strategic pricing approach, the company can
optimize profits and customer satisfaction.
4.4.3 MANAGEMENT STRATEGIES
Management strategies for a preowned luxury car company can be critical to achieving
success in the industry. Here are some key management strategies that can be used:
Quality control: The company should have rigorous quality control processes in place to
ensure that all cars meet high standards of safety, reliability, and overall condition. This
can include thorough inspections, testing, and maintenance processes.
Employee training: The company should invest in employee training and development
to ensure that all staff are knowledgeable about the cars, the market, and the company's
offerings. This can include training in sales techniques, customer service, and industry
trends.

Financial management: The company should have strong financial management

practices in place to ensure that it is profitable and sustainable. This can include
budgeting, financial forecasting, and risk management strategies.
Performance metrics: The company should establish clear performance metrics to

measure progress and success. This can include metrics related to sales, customer
satisfaction, employee performance, and inventory management.
Technology integration: The company should leverage technology to streamline

operations, enhance the customer experience, and improve efficiency. This can include
using customer relationship management (CRM) software, online sales platforms, and
inventory management tools.
Continuous improvement: The company should prioritize continuous improvement in

all aspects of its operations. This can involve ongoing evaluation and refinement of
processes, feedback from customers and employees, and a commitment to staying
current with industry trends and best practices.
Strategic partnerships: The company should seek out strategic partnerships with other
businesses that can help enhance its offerings and reach new customers. This can
include partnerships with financing companies, insurance providers, or other luxury
goods and service providers.
Inventory management: Effective inventory management is essential for a preowned

luxury car company. The company should have a detailed understanding of the market
trends and popular models to ensure that it is stocking cars that will sell. Additionally,
the company should have a system in place to track inventory and make sure that cars
are ready for sale when customers are interested.
Sales management: The company should have a strong sales management strategy in
place to ensure that customers have a positive buying experience. This can involve
providing training to sales staff, developing a customer-focused sales process, and
monitoring sales performance to identify areas for improvement.
Customer relationship management: Customer relationship management is crucial for

maintaining customer loyalty and ensuring repeat business. The company should have a

system in place to track customer interactions and preferences, and develop strategies
to keep customers engaged and satisfied with the company's products and services.
Operational efficiency: The company should focus on improving operational efficiency

to maximize profits and minimize waste. This can involve streamlining processes, using
technology to automate tasks, and identifying cost-saving opportunities.
Employee training and development: The company should invest in training and
developing its employees to ensure that they have the skills and knowledge needed to
perform their jobs effectively. This can involve providing ongoing training and
development opportunities, promoting from within, and creating a positive and
supportive work environment.
Financial management: Effective financial management is essential for the success of a

preowned luxury car company. The company should have a system in place to track
income and expenses, manage cash flow, and make informed financial decisions based
on data and market trends.
Overall, the key to success for a preowned luxury car company is to have effective
management strategies in place that prioritize customer satisfaction, operational
efficiency, employee development, and financial stability.
4.5 SWOT ANALYSIS OF THE COMPANY
Certainly, here is a SWOT analysis of Royal Drive.
4.5.1 STRENGTHS:
Strong brand image: Royal Drive has built a strong brand image and reputation for
providing high-quality, reliable, and innovative products and services to its customers.
Wide range of products: Royal Drive offers a wide range of products that cater to
various segments of the market, including luxury cars, sports cars, and family cars.

Strong distribution network: Royal Drive has a strong distribution network that
includes dealerships and showrooms located in strategic locations worldwide, enabling
the company to reach a large customer base.
4.5.2 WEAKNESSES:
High prices: Royal Drive's products are priced higher than those of its competitors,
making them less accessible to a broader segment of the market.
Limited presence in emerging markets: Royal Drive has limited presence in emerging
markets, which represent a significant growth opportunity for the automotive industry.
Dependence on few suppliers: Royal Drive depends on a few suppliers for critical
components, which may affect the company's ability to maintain a consistent supply
chain in case of disruptions.
4.5.3 OPPORTUNITIES:
Electric vehicles: The growing demand for electric vehicles presents an opportunity for
Royal Drive to expand its product portfolio and meet the changing needs of its
customers.
Emerging markets: Expanding its presence in emerging markets, such as India, China,
and Brazil, can help Royal Drive tap into a new customer base and increase its revenue.
Partnership with technology companies: Partnering with technology companies to

develop advanced features and systems, such as autonomous driving and connectivity,
can help Royal Drive stay competitive and meet the evolving needs of customers.
4.5.4 THREATS:
Intense competition: The automotive industry is highly competitive, and Royal Drive
faces stiff competition from established players such as BMW, Audi, and Mercedes-Benz,
as well as new entrants like Tesla and Google.

Economic downturns: Economic downturns can have a significant impact on the

automotive industry, as consumers may postpone purchasing vehicles or opt for lower-
priced alternatives.
Changing regulations: Changes in environmental regulations, safety standards, and

trade policies can have a significant impact on Royal Drive's operations
and profitability.

CHAPTER 5
RESEARCH METHODOLOGY
5.1 STATEMENT OF THE PROBLEM
To learn if the digital marketing of Royal Drive is effective or not for their business.
5.2 RESEARCH DESIGN

"A research design is the specification of methods and procedures for acquiring the
information needed. It is the over-all operational pattern or framework of the project
that stipulates what information is to be collected from which sources by what
procedures"
5.3 SAMPLE DESIGN
A sampling design is definite plan for obtaining a sample from a given population. It
refers to the technique or the procedures the researcher would adopt in selecting items
for the sample. Sample design may as well lay down the number of items to be included
in the sample i.e. the size of the sample.
5.3.1 Population
A research population is generally a large collection of individuals or objects that is the

main focus of a scientific query. It is for the benefit of the population that researches are
done. However, due to the large sizes of populations, researchers often cannot test
every individual in the population because it is too expensive and time-consuming. This
is the reason why researchers rely on sampling techniques.
5.3.2 Sampling Technique
 For the study random sampling and chi square test was opted.
5.3.3 Sample Size
 The present study conducted among the people in Royal Drive LLP. In the sample
survey 52 sample has been taken for the study.
5.4 DATA COLLECTION DESIGN
Data on the basis of the source from which they are collected can be two types;
They are,
1. Primary data collection
2. Secondary data collection
5.4.1 Data sources
 PRIMARY DATA

Primary data are collected through questionnaire.
 SECONDARY DATA
It is the data already collected by someone else. It is utilized by the researcher for his
purpose: This collection of data is called secondary data.
5.4.2 Data Collection Tools
Questionnaire
Questions for the purpose of gathering information from respondents. It is a printed list
of Questionnaire is usually used to refer to as a research instrument consisting of series
of questions to be filled by informant.
Previous research records and the internet
The secondary data for this research is collected through previous research by the
seniors and the website of https://www.royaldrive.in/
5.4.3 DATA ANALYSIS TOOLS
• Percentage Analysis
After the data collection it is analysed through percentage method. Coding was done
and master chart is drawn. The various tools to analyse for this study are:
Percentage analysis is applied to create a contingency table from the frequency

distribution and represent the collected data for a better understanding
Percentage analysis = no of respondents * 100 Total Sample
 Bar Diagram
A basic form of diagrammatic presentation is bar diagram Bar diagram consist with a
series of bars with equal width. The bar stands on a common base line with equal gap
between one bar and another.
 Pie Diagram
It is a statistical graphic which is divided into slices to illustrate numerical proportions
 Chart

A chart is useful way to present and display information or instruction, especially in a

class room. Project or any other education situations. It is a group of related fact
presented in the form of a diagram, table graph, or other visually organized.
 Chi square test
chi-squared test (symbolically represented as χ2) is basically a data analysis on the

basis of observations of a random set of variables. Usually, it is a comparison of two
statistical data sets. This test was introduced by Karl Pearson in 1900 for categorical
data analysis and distribution. So it was mentioned as Pearson’s chi-squared test.
The chi-square test is used to estimate how likely the observations that are made would
be, by considering the assumption of the null hypothesis as true.
A hypothesis is a consideration that a given condition or statement might be true, which

we can test afterwards. Chi-squared tests are usually created from a sum of squared
falsities or errors over the sample variance
χ2 = ∑(Oi – Ei)2/Ei
where Oi is the observed value and Ei is the expected value

CHAPTER 6
DATA INTERPRETATION AND ANALYSIS
6.1 Age of the Employees
The table showing age of the employees in the organization

Opinions No. of respondents Percentages

18-24 years old 23 44.23
25-34 years old 18 34.62
35-44 years old 8 15.38
45-54 years old 2 3.85
54-64 years old 1 1.92
Total 52 100.00
Age
2%
4%
18-24 years old
15% 25-34 years old
35-44 years old
44% 45-54 years old
54-64 years old
35%
INTERPRETATION
Above data reveals that 44% employees are of 18-24 years old in the company and
35% are of 25-34 years old,15% are of 35-44 years old,4% are of 45-54 years old and
2% of 54-64 years old .

6.2 Gender of the Employees
The table showing gender of the employees in the organization

Male 27 51.92
Female 25 48.08
Transgender 0 0.00
Prefer not to say 0 0.00
Total 52 100.00
Gender
Male
Female
Transgender
48% Prefer not to say
52%
INTERPRETATION
Above data reveals that 53% employees are males and 48% employees are females in
the company.

6.3 Educational Qualification of the Employees
The table showing educational qualification of the employees in the organization

SSLC 0 0.00
HIGHER SECONDARY 6 11.54
UNDER GRADUATE 27 51.92
POST GRADUATE 19 36.54
Total 52 100.00
EDUCATION QUALIFICATION
12%
SSLC
HIGHER SECONDARY
37%
UNDER GRADUATE
POST GRADUATE
52%
INTERPRETATION
According to the above data 52% of the employees are under graduated, 37% of the
employees are SSLC and 11% of the employees are having higher secondary
qualification.

6.4 Marital Status of the Employees
The table showing marital status of the employees in the organization

Single 30 57.69
Married 20 38.46
Widowed 0 0.00
Divorced 1 1.92
Seperated 1 1.92
Total 52 100.00
MARITAL STATUS
Single Married Widowed Divorced Seperated
2% 2%
38%
58%
INTERPRETATION
According to the above data 58% of the employees are single , 38% of the employees
are married and 2% are widowed and separated.

6.5 Employment Status of the Employees
The table showing employment status of the employees in the organization

Employed for wages 33 63.46
Self-employed 10 19.23
student 8 15.38
Salaried 1 1.92
Total 52 100.00
Employement Status
Employed for wages Self-employed Student Salaried
2%
15%
19%
63%
INTERPRETATION
Above data reveals that 64% employees are of waged employees ,19% are
self employed,15% are student and 2 are salaried.

6.6 Best position within the company
The table showing best position within the of the employees in the organization
Opinions No. of Percentages

respondents
Company owner/CEO 5 9.62
Senior executive 8 15.38
Consultant 6 11.54
Finance/accounting/purchasing manager or 12 23.08
specialist
Marketing manager or specialist 9 17.31
Other 12 23.08
Total 52 100.00
Best position within the company

Other 12
Marketing manager or specialist 9
Finance/accounting/purchasing manager or specialist 12
Consultant 6
Senior executive 8
Company owner/CEO 5
0 2 4 6 8 10 12 14
INTERPRETATION
Above data reveals that 23% employees votes Finance/accounting/purchasing

manager or specialist is best job position in company ,17% votes Marketing manager or

specialist,15% votes senior executive,11% votes consultant ,10 votes of owner or CEO
and 23% votes for other jobs.
6.7 Annual Sales of the Company
The table showing annual sales of the employees in the organization

Less than 100,000 1 1.92
100,000 - 499,999 7 13.46
500,000 - 999,999 14 26.92
1 million - 5 million 16 30.77
5 million 14 26.92
Total 52 100.00
Annual Sales (aprx)

Less than 100,000 100,000 - 499,999 500,000 - 999,999
1 million - 5 million 5 million
2%
13%
27%
27%
31%
INTERPRETATION
Above data reveals that 31% votes 1 million-5 million,27% votes 5 million, other 27%
votes between 5 lakh and 1 million,13% votes between lakh and 5 lakh and 2% votes
below 1 lakh regarding annual approximate.

6.8 Annual Spending of the Employees
The table showing annual spending of the employees in the organization

1-2% of annual sales 6 11.54
20% and more 5 9.62
Total 52 100.00
Annual Spending on Digital Market -

ing
10% 12% 1-2% of annual sales

2-5% of annual sales
5-10% of annual sales
21% 10-20% of annual sales
21% 20% and more
37%
INTERPRETATION
Above data reveals that 37% say 5-10% of annual sales are spend on digital marketing,
21% say 10-20%,another 21% says 2-5% of sales,10% says 20% and more of annual
sales and 11 says 1-2% of annual sales.

6.9 Aim of marketing activities
The table showing aim of marketing activities employees in the organization

respondents
Attracting customers to website (to get ads revenue) 30 22.06
Attracting customers to website (to sell our products) 33 24.26
Market research 21 15.44
Creating internet presence 25 18.38
Attracting customers to our physical shops 25 18.38
Getting contact information 16 11.76
Don't know 1 0.74
Total 151 111.03
Aim of Marketing
Don't know
Getting contact information
Attracting customers to our physical shops
Creating internet presence
Market research
Attracting customers to website(to sell our products)
Attracting customers to website(to get ads revenue)
0 5 10 15 20 25 30 35
INTERPRETATION
Above data reveals that aim of marketing is to Attract customers to website (to get ads
revenue and sell products) with 49% of votes, while remaining votes show Market
research ,Creating internet presence, Attracting customers to our physical shops are
also some few main aims of marketing.
6.10 LinkedIn Marketing

The table showing Linkedin marketing in the organization

1 7 13.46
2-10 21 40.38
10-50 15 28.85
50-200 8 15.38
200-1000 1 1.92
Total 52 100.00
LinkedIn Marketing
1 2-10 10-50 50-200 200-1000
2%
13%
15%
29%
40%
INTERPRETATION
Above data reveals that 80% employees are of 1-5 years of experience in the company
and 20% employees are working in the company for 5-10 years.

6.11 Satisfactory level of company's digital marketing activities
The table showing Satisfactory level of company's digital marketing activities

1/5 0 0.00
2/5 2 3.85
3/5 10 19.23
4/5 20 38.46
5/5 20 38.46
Total 52 100.00
Satisfaction level on company's dig-

ital marketing activities
5/5
4/5
3/5
2/5
1/5
0 5 10 15 20 25
INTERPRETATION
Above data reveals that 38% are 5/5 satisfied with companies marking activities, while
other 38% are 4/5 satisfied,19% are 3/5 satisfied and 3% are 2/5 satisfied .

6.12 Digital marketing activities
The table showing Digital marketing activities

Website and SEO 32 61.54
Google Ads 32 61.54
Facebook Ads 29 55.77
E-mail 23 44.23
LinkedIn 20 38.46
Total 136 100
Digital Marketing Activities

LinkedIn
E-mail
Facebook Ads
Google Ads
Website and SEO
0 5 10 15 20 25 30 35
INTERPRETATION
Above data reveals that 61% says Website and SEO and Google Ads are best of digital
marketing activities, Facebook Ad 5/5 satisfied is also selected by 55% ,44% by Email
and 38% by LinkedIn.

6.13 Effectiveness of digital marketing activities
The table Effectiveness of digital marketing activities in the organization
Marketing Effectiveness
25
20
Vote
15
10
0
Not Effective Somewhat Effective Effective Very Effective
INTERPRETATION
Above data reveals that Google Ads marketing is not effective, while LinkedIn marketing
is somewhat effective and Facebook Ad is very effective.

6.14 Sources company use for these activities
The table showing sources company use for these activities spending of the employees
in the organization

respondents
Working with marketing 22 42.31
agency(s)
Working with freelancer 6 11.54
Working myself 11 21.15
Working with teams in the 25 48.08
company
Total 64 100
Sources company use for marketing

activities
Working with teams in the company
Working myself
Working with freelancer
Working with marketing agency(s)
0 5 10 15 20 25 30
INTERPRETATION
Above data reveals that working with teams in the company is better source for
marketing activities,while working with marketing agency is second better option.

6.15 chi square test
H0: There is no relationship between gender and educational level.
H1: There is relationship between gender and educational level.
Critical value 0.05

p<0.05 H0 accept
p>0.05 H1 accept
Observed frequency
Higher secondary UG PG Total

Male 4 12 11 27
Female 2 15 8 25
Total 6 27 19 52
Expected frequency
Higher UG PG Total
Male 3.115384615 14.01923077 9.865384615 27
Female 2.884615385 12.98076923 9.134615385 25
Total 6 27 19 52
X^2 value
P= 0.4968757895
Here, p=0.4968757895>0.05
 There for accept H1
INTERPRETATION
This test proves that there is relationship between gender and education qualification.

CHAPTER 7
FINDINGS, SUGGESTIONS AND CONCLUSION

7.1 FINDINGS
 Most employees votesFinance/accounting/purchasing manager or specialist is

best job position in company
 36% says 5-10% of annual sales are used for marketing activities.
 49% of votes that aim of marketing is to Attract customers to website (to get ads
revenue and sell products)
 38% are 5/5 satisfied with companies marking activities,
 61% says Website and SEO and Google Ads are best of digital marketing
activities
 Facebook Ad is very effective of digital marketing
 48% says working with teams in the company is better source for marketing
activities.
 Chi square test proves that there is relationship between gender and education
qualification.
 It is found that strong brand image, wide range of products and strong
distribution network is the strengths of the company
 It found that the company also faces such threats as intense competition,
economic downturns and changing regulations.
7.2 SUGGESTIONS
The company should improve Google Ad marketing strategies to make it more effective
as Google Ad is easily reachable and also should focus more on LinkedIn marketing as it
is the best way to connect professionals as of now in the any industry. Effective
targeting and personalization, combined with high-quality content, can enhance the
user experience and effectiveness of online advertisements. Additionally, data analysis
and optimization can help improve campaign performance and drive better outcomes.
 The company should focus other advertising platform to reach worldwide

customers.
 Try to motivate the employees to work hard in the digital marketing sector.
 Give proper training in the advertisement sector.

 Organization should give prior to the creative ideas of the ones within the
company.
 If they give an opportunity to the employees to showcase their talent in digital
marketing it should be more profitable.
7.3 CONCLUSION
After completing my project on “Digital marketing of Royal Drive'', we found the variety
of marketing techniques are employed with the organization to improve its marketing
and growth of organization. Its found that Website based marketing activities are done
more however Facebook Ad and Ad services gives more benefit in terms of marketing.
Its also found that working within the teams in the company is best source for
marketing. Various participants in the survey suggested to improve the marketing
techniques by making more personalized targeting and quality content based
advertisement. It is found that royal drive will not compromise in quality they always
assure that their customers and employees are their king. They maintain a very good
relationship with their customers as well as staffs. Its very good atmosphere to work
there. Royal drive is one of the best pre owned luxury cars in kerala and they work very
hard to implement their business to reach across the world.

ANNEXURE

ANNEXURE 1
QUESTIONNAIRE
I, JALWA student of Bharata Mata College, is conducting a study on “EFFECTIVENESS OF

DIGITAL MARKETING” at ROYAL DRIVE LLP Company as a part of degree. I kindly
request you to fill the necessary details asked below (please answer the questions by a
tick mark). I also assure that the details of the questionnaire will not be used for
external purpose.
1. Name
2. Age 18-24 years 25-34 35-44 years 45-54 years 45-54
old years old old old years old
3. Gender male Female Prefer not to transgender
say
4. Education SSLC Higher Under Post
qualification secondary graduate graduate
5. Marital Single married widowed divorced separated
status
6. Employment Self A A student retired
Employment for wages employed homemaker
status
7. Which describes your position the best within the company?
a) Company owner/CEO
b) Senior executive
c) Consultant
d) Finance/accounting/purchasing manager or specialist
e) Marketing manager or specialist

8. What is your company trying to achieve by doing digital marketing?
a) Attracting customers to our website/social media channel(s) (to get ads

revenue)
b) Attracting customers to our website/social media channel(s) (to sell our
products)
c) Market research
d) Creating internet presence
e) Attracting customers to our physical shops
f) Getting contact information
g) Not know
9. Which digital marketing activities does/did your company do? (You can choose more
than one)
a) Website improvements and SEO

b) Google Ads (Google and Youtube Ads)
c) Facebook Ads (Facebook and Instagram Ads
d) E-mail marketing
e) LinkedIn Marketing
10. For each of the following areas listed, please tell us how effective do you think these
digital marketing activities.
SEO Not effective Somewhat Effective Very effective

(website or effective
social
media)
Google Ads Not effective Somewhat Effective Very effective
effective
Facebook Not effective Somewhat Effective Very effective
Ads effective
E-mail Not effective Somewhat Effective Very effective
Marketing effective

LinkedIn Not effective Somewhat Effective Very effective

Marketing effective
Others Not effective Somewhat Effective Very effective
effective
11. Please select the range that is closest to the approximate annual sales for your
company in a year?
a) Less than 100,000

b) 100,000 - 499,999
c) 500,000 - 999,999
d) 1 million - 5 million
e) 5 million
12. Please select the ratio that annual spending for digital marketing activities over
annual sales?
a) 1-2% of annual sales

b) 2-5% of annual sales
c) 5-10% of annual sales
d) 10-20% of annual sales
e) 20% and more
13. LinkedIn marketing
a) 1
b) 2-1O
c) 10-50
d) 50-200
e) 200-1000

14. How satisfied are you with your company's digital marketing activities?
a) 1/5
b) 2/5
c) 3/5
d) 4/5
e) 5/5
15. Which sources does your company use for these activities?
a) Working with marketing agency(s)
b) Working with freelancer (s)
c) Working myself
d) Working with teams in the company
16. If you want to give more specific information about effectiveness of digital
marketing activities, please write here.
17. How you think the online advertisement can be improved?

ANNEXURE 2
BIBLIOGRAPHY
https://www2.nau.edu/~rgm/ha400/class/professional/concept/Article-Mkt-
Con.html
file:///C:/Users/HP/AppData/Local/Microsoft/Windows/INetCache/IE/3A89UBOO/
04_review_of_literature[1].pdf
https://mailchimp.com/marketing-glossary/digital-marketing/
#What_is_digital_marketing%3F
https://www.investopedia.com/terms/d/digital-marketing.asp
https://www.dmcgglobal.com/blog/2022/02/digital-marketing-challenges
https://www.maksoft.ca/digital-marketing-problem-statement#:~:text=In%20simple
%20words%20the%20problem,we%20can%20make%20it%20possible.

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A STUDY ON EFFECTIVENESS OF DIGITAL MARKETING IN ROYAL DRIVE LLP

BHARATA MATA COLLEGE THRIKKAKARA 1

1.1 INTRODUCTIONTO THE TOPIC

 Internet marketing: The concept of having a presence on the internet for

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 Print marketing: Businesses continue to sponsor stories, photos, and similar

Marketing and Advertising

Advertising is one spoke of the wheel that is marketing.

Product development, market analysis, product distribution, sales strategy, public

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observe strategies like public relations campaigns, commercials, or social media

CONCEPT OF DIGITAL MARKETING

Traditionally, businesses concentrated their marketing efforts on print, television, and

The benefits of online marketing

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 a large geographic scope

In addition to reaching a larger audience than traditional marketing, digital marketing is

 Simple and practical conversions

It is essential to make sure that all material is mobile-friendly. Because 85% of

1.2 PROBLEM DEFINITION

Digital marketing challenges to consider:

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5 current digital marketing challenges

52% of consumers anticipate personalised offers at all times.

Only 48% of clients believe they normally have faith in businesses.

2. Creating engaging content

3. Complying with privacy and data-sharing regulations

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5. Omnichannel marketing strategies

1.3 OBJECTIVES OF THE STUDY

 To study about the effectiveness of digital marketing of Royal Drive LLP.

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1.4 SCOPE OF THE STUDY

The Scope of Digital Marketing: Social Media and Beyond

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The Scope of Digital Marketing in 2022 is Much Larger

o Social media influencers

o Video Is Still King

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Additionally, AI offers users a more individualised experience by offering them

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activities targeted at attaining profitable acquisition and retention of clients (within a

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improve visibility in terms of marketing communication. Facebook, the most widely

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Yazdanifard R. et al. (2013) discusses digital marketing in his article, which is an

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P.K. Kannan&Hongshuang Alice Li (2016) In their study, the authors propose

Pineiro-Otero &MartínezRolán (2016) the greatest internet marketing tactics were to

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determining the success of a campaign before it is announced in the mainstream media.

S. Nazimsha&M. Rajeswari (2017) With an emphasis on the necessary and

P.Sathya (2017) according to research, marketers utilise digital marketing as a channel

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