DIGITAL MARKETING AT CROPSHOP

SUBMITTED TO:
IN PARTIAL FULFILMENT OF THE REQUIREMENT FOR THE
DEGREE OF
BACHELOR OF BUSINESS ADMINISTATION
(GRAPHIC ERA HILL UNIVERSITY)

SUBMITTED TO: SUBMITTED BY

DR. SURUCHI SHARMA Samriddhi sharma
Assistant professor enrollno. ge- 1926051
DECLARATION BY THE STUDENT

I hereby declare that this project work entitled DIGITAL MARKETING

AT CROPSHOP s my work, carried out under the guidance of my faculty
guide DR. SURUCHI SHARMA . This report neither full nor in part has
ever been submitted for award of any other degree of either this university or
any other university.

Samriddhi sharma
CERTIFICATE BY GUIDE

Ihavethepleasureincertifyingthat Samriddhi sharma .is a student of

Graphic Era University of the Bachelor of Business Administration

She has completed her project work Title as DIGITAL MARKETING AT

CROPSHOP under myguidance. I certify that this is her original effort &
has not been copied from any other source. This project has also not been
submitted in any other University for the purpose of award of any Degree.

This project fulfils the requirement of the curriculum prescribed by Graphic

Era University, Dehradun, for the said course.

I recommend this project work for evaluation & consideration for the award
of Degree to the student.
 TABLE OF CONTENT

SNO. INDEX Page no.

1 INTRODUCTION

2 COMPANY PROFILE

5 RESEARCH METHODOLOGY

6 DATA ANALYSIS AND

INTERPRETATION

7 CONCLUSION

8 QUESTIONNAIRE

9 REFERENCES
 Certificate by the Guide

This is to certify that the Dissertation Report “ DIGTIAL MARKETING AT

CROPSHOP , completed and submitted to the University of Petroleum and Energy
Studies, College of Management and Economic Studies, Dehradun, by SONAM
GUPTA , in partial fulfilment of the degree of Bachelors of Business
Administration (Aviation Operations), is a bonafide work carried out by her under
my supervision and guidance.

To the best of my knowledge and belief, the work has been based on investigation
made, data collected and analysed by her and this work has not been submitted
anywhere else for any other University or institution for the award of any Degree
or Diploma

,
University of Petroleum and Energy Studies,
Dehradun – 248 006
 ACKNOWLEDGEMENT

It is my pleasure to express my gratitude with the sense of veneration to the

almighty god and various people who helped me during the course of my project
work. Their valuable guidance and wise direction has enabled me to complete my
project in systematic and smooth manner.
First of all I owe a debt of gratitude to my mentor BHARATI SINGH, who
despite of her busy schedule guided me in this project, provided valuable
suggestions and shared her experience which really helped me in analysing various
aspects of this project.
 CHAPTER – 1
INTRODUCTION

1. Introduction

Digital Marketing is any form of marketing products or services, which involves

electronic devices. It can be both online and offline. According to institute of direct
marketing "the use of internet and related digital information and communication
technologies to achieve marketing objectives."

According to CAM Foundation – “Digital Marketing is a broad discipline, bringing

together all forms of marketing that operates through electronic devices – online,
on mobile, on-screen. Over the years, digital marketing has developed enormously,
and it continues to do so.”

Search Engine Optimization, Search Engine Marketing or Pay per Click

Advertising, Social Media Marketing, Content Marketing, Mobile Marketing, Web
Analytics, Marketing Automation, Content Writing & Rate Optimization are the
popular and most-demanded areas in digital marketing.

It is the creative use of management information system (MIS) and technology

which supports customers interaction with e-marketers. Marketers need to use
technology and information and intuition to set brands and grab opportunities. E-
Commerce has unleashed the revolution which is changing the way of doing
business. In 1997 U.S. govt. allowed use of internet by commercial organization.
This gave impetus to new way of conducting trade and commerce.

In 2015 e-commerce activities get boost up with rapid expansion, multiplicity of

campaign, deals based user acquisition and more. This shift in e-commerce become
more noticeable with higher focus on consumer knowledge and retention,
improvement in experience, and depth of assortment across an ever wider range of
categories. E-commerce players are focusing on retention on existing customers
and acquisition of new users.

To enhance loyalty of customers towards e-commerce as a category they are

differentiating in leveraging data and assortment trends to finally move towards
one to one marketing principle. Customers are rewarded for their loyalty with
better experience across delivery, pricing, exclusive offer and return policies

Early e-commerce trialists and adopters have clearly understood and experienced
the immense benefit of e-commerce. Therefore companies are scaling down mass
media advertising description of e-commerce targeted early trialists and adopters.
Main digital platform such as Google, Facebook, Twitter, You Tube etc. are rolling
out more advertiser friendly products that are allowing smaller as well large
players to market with high efficiency to early adopters. This is resulting in
increase in digital marketing spending. Due to innovation of digital media coupled
e-commerce players system is moving from application download and visit metrics
to user metrics instead.

Investment made so far to generate early adopters of e-commerce are rotating into
targeting late adopters through regional and vernacular offline media. Advertisers
 have finally accepted that there will be end of long form of advertisement and
branded content will rise. Digital video-advertising even started issuing advisories
asking consumers to keep edit length short. Brand are experimenting, to large
extent, with expressing themselves through digital and youth content. This has
driven wider choices of content, sharper entertainment propositions, and increase
in the smart phone viewership dividend. Sustained advertiser investment depends
on how fast the emerging digital content industry adopts scientific measurement
tool. Innovations in the core products are generating big impact on user acquisition
and retention due to digital store and service experience. The players who are
delivering gaining more consumer friendly products and service improvement are
gaining more.

1.1IMPACT OF DIGITAL TECHNOLOGIES

Unremitting technological changes are significantly altering the behaviour of the
consumers across the globe. Pervasive, inexpensive, compatible, easy and
advanced technology has urged customers to become smarter, informed,
connected, updated, and empowered (Miller, Michalski and Stevens, 1998;
Prahalad and Ramaswamy, 2004a). Consumers have become „prosumers‟ whereby
consumers are not only at the receiving end but are also getting actively involved
in co-creating, customizing and passionately promoting the marketing content in
socially connected era (Bollier, 2007; Gerhardt, 2008). Marketers have also
understood and appreciated the change brought by technology that has been
registering its stark presence among the consumers. This change is affecting the
lives of both the marketers and consumers in concrete ways. The greatest example
of change is the „internet‟ that has significantly altered the ways of
communication, sharing and finding information and doing business. The
tremendous growth of the internet and particularly the „World Wide Web‟
(WWW) made consumers and firms participating in a global online marketplace
which eventually urged marketers to try and deal with the innovative ways of
marketing in computermediated environments (Kothari and Saxena, 2004; Ricciuti,
1995). The steady and swift integration of internet with myriad devices and
proliferation of digital technologies in recent times has further fuelled the change
(Brinker, 2012). This interactive medium of today has crossed the borders of a
conventional computer‟s screen and has embraced many digital devices namely
mobile phones, smart phones, tablets, digital outdoors and digital TV (Dahiya,
2014). This revolution in digital technologies has urged companies to restructure
the marketing practices, especially in communication to engage successfully with
past, present and potential customers Chapter 1 2 (Dahiya, 2015a; Gay,
Charlesworth and Esen, 2007). Market players have not been left with the choice
of denial to change. They have to change by practically adjusting their behaviour
and operations; else they will be the victim of „Digital Darwinism‟ (Schwartz,
2002; Wertime and Fenwick, 2008). Digital technologies, particularly the internet,
has transformed the every aspect of business namely the business communication,
branding, product management, supply chain management, buying and selling and
customer relationship management to name a few (Hudson, Roth and Madden,
2012). Technology‟s usage in business has accounted for reducing the numerous
business costs along with offering competitive advantage (Edelman and Heller,
2015). Companies have been able to leverage the power of digital technologies to
obtain accurate customers‟ input that has led to improvement in overall product
development capabilities of the firm. Digital media provide a broad platform to
acquire new customers and engaging with them meaningfully that helps spreading
awareness about brands, building brand image and positioning the brand in target
customers‟ mind (Holliman and Rowley, 2014). Customers can be targeted
profitably due to resultant accurate customer profiling over digital media. Better
customer relations can be maintained with the help of latest technological tools
which unravel the specific needs of the customers to the marketers. The vital
information about target customers obtained through digital channels, leads to
valued customer engagement and augmented customer experience resulting in
sustainable competitive advantage (Adobe, 2014).

1.2 DIGITAL MARKETING: THE CONCEPT Digital marketing as a concept is

used differently by different people. Many times it is used synonymously with
„internet or web marketing‟, „e-marketing‟, „ecommerce‟ and „e-business‟.
Although, these terms are inter-related, yet there lies a difference among all the
terms (Rowan, 2002). Internet marketing refers to the promotion of goods and
services over internet requiring a real time live internet connection (Hanson and
Kalyanam, 2007). E-business is a broader term that deals with application of
technology in business‟s internal processes and transactions with third party. It
involves e-commerce which represents its commerce side and e-marketing which
includes its marketing side. E-marketing also known as „electronic marketing‟
makes use of internet and digital technologies and involves the promotion of goods
or services through electronic methods or media (Hoge, 1993). Rowan (2002)
defined emarketing as practice of using information technology for completing the
marketing process that involves creation, communication and delivery of value to
customers along with managing customer relationships (Lamb, Hair and McDaniel,
2001). E-commerce which reflects the commercial side of the business refers to
buying and selling using the internet and involves the financial transactions using
electronic media. The term „digital‟ can be defined as a data transmission
technology which is finite and non-variable in nature (Kaufman and Horton, 2014).
Digital is expressed in contrast to „analog‟ which is a continuous data transmission
technology. A marketing action becomes digital if relies over a digital medium to
execute a marketing function Chapter 1 3 (Deighton and Kornfeld, 2009; Yasmin,
Tasneem and Fatema, 2015). Kierzkowski McQuade, Waitman and Zeisser (1996)
explain digital marketing as promotion of products and services via one or more
form of digital or electronic media. Techopedia (n.d.) defines digital marketing as
disposition of various promotional practices and methods to access customers
through various digital technologies. Bird (2007) defines digital marketing as a
communication activity conducted over media using digital transmission that
establishes a direct relationship between a company and its customers or prospects
as an individual. The term medium used here refers to the channels, instruments,
applications, manners and devices which for their functioning use digital codes
(Rowan, 2002). Digital media include content based platform like „websites‟,
„social networking sites‟, „online communities‟, „search engines‟ etc. using
primarily the internet technology and devices such as „mobile phones‟, „digital
TV‟, „digital outdoors‟ using both internet and mobile technology. Digital
marketing differentiates itself from the internet marketing as digital marketing not
only includes the channels that require real time internet connection, but also
includes digital outdoors, digital TVs, SMS (Short Message Service), billboards,
mobile apps, MMS (Multimedia Message Service), call-back and on-hold mobile
ring tones, e–books and games with a digital platform which can run offline too
(Scharl, Dickinger and Murphy, 2005; Pandey and Shukla, 2010; Gayatri and
Rekha, 2014). It uses digital devices, channels and platforms irrespective of their
online or offline nature. Moreover emergence of new age concepts like wearable
technology and augmented reality is pushing the boundaries of digital marketing
beyond internet (Merisavo et al. 2008; Yasmin et al. 2015). So, it can be said that
internet marketing is a subset of digital marketing. 1.2.1 Internet: The Core of
Digital Marketing Internet remains at the core of digital marketing due to its easy
integration and compatibility with various digital devices like mobile phones,
tablets, watches, TVs and many more (Smith, 2011). Internet, probably the most
important invention of 20th century, has changed the scope of marketing. It has
emerged as a medium serving multi-channel function of marketing, sales,
distribution and relationship building. Now products are positioned, marketed,
distributed and purchased over internet. Internet has also altered the traditional
marketing mix strategy. It enables the marketer to sell more variety of mass
customized products. Internet facilitates the easy price comparison among
available products for the customers. Internet has added a new channel of
distribution which is convenient, fast and easy. Promotion has experienced the
paradigm shift whereby conversations have taken place of commercial messages
and customers have become story tellers. Marketers are now using many marketing
tactics to implement the digital marketing strategy like SEO* (Search Engine
Optimization), SEM* (Search Engine Marketing), affiliate marketing* and PPC*
(Pay-per-click) and others. Internet refers to an interconnected network of
computers connected globally through dedicated servers and routers (Whittaker,
2002).
 COMPANY PROFILE

CROP SHOP is here to set you free from your digital hustles. We always try to bring innovation
to the table and are committed to 100% satisfied customers. All our services are committed to
deliver the best quality to fit in your budget. We are constantly adding up new services to our list
for your better growth and you get exactly what you are looking for with ease
Quality you can rely on
We make sure to focus on one customer at a time to minimize the risk of faults and maximise the
quality, and also make sure the the quality is maintained throughout the project.
Customizable services
You can create a custom package to fit your specific requirements. From a small design to hours
of complex video editing, we got your back.
Security and Privacy
We understand how important privacy is for an individual person, for this, we keep a strict check
on the data you provide to us. We never disclose or sell your data to anyone.

Things you will learn (basic level):

 Premier Pro
 iMovie
 Filmora
 Use of a green screen.
 Use of elements
 Audio editing (basic)
 Basic of designing and layout
and a lot more...

Perks:
 Certificate of completion
 Personalized attention (one on one session)
 Flexible time
 5 major projects
 15 - 20 minor projects
 Real-Time Implementation
 Work on live projects
You will learn:
 Knowledge of layout, colour, typography and other elements.
 Softwares include canva, illustrator, sketch and more.
 Playing with elements of design

Perks:
 Certificate of completion
 Personalised attention (one on one session)
 Flexible time
 Real Time Implementation
 Work on live projects
Not only does good design help attract attention to your marketing materials and activities, but it
can also enhance the quality of your message.
Drive Conversion and Ultimately ROI
Great design can do a lot to improve your marketing efforts, and it does more than just help your
content stand out and look good. Using the right design can help influence more conversions
and, ultimately, attract potential customers and improve your RO
 RESEARCH METHODOLOGY

Methods of Data Collecting

The research includes both primary and secondary data.

 The primary data is collected from questionnaire.

 The secondary data is collected from magazines, newspapers and articles.

Research Design

This study is descriptive in nature

Sampling Technique

The technique used for collecting primary data is questionnaire. A simple

questionnaire is made and filled by customers.

Sampling Tools

"Frequencies and cross classification have been determined for the reactions of the
respondents."

No. of Samples

The no. of sample taken in research was 70.

Area of Sampling

The area of sampling of this research was Dehradun

Coverage of the Study

The universe of the present study is the companies engaged in online
marketing like Tele shoppers Planet Earth, Homeshop18 (TV 18) etc.; matrimonial
moderators like shaddi.com, bharatmatrimony etc.; employment providers like
naukri.com, monster.com etc. have been taken into consideration. It has been
further be assessed that the online marketing is in the age of childhood in India
how it can be promoted in a significant manner among the buyer who are most
busy in their affairs & have no time to purchase their essentials.

Data Collection

In this present study both primary & secondary data have been used in order
to achieve various objectives of the study. Primary data have been collected
through personal enquiries from the companies who are engaged in online
marketing and search of Internet to examine the online marketing giants in the
world. The secondary data have been collected from various surveys & studies
conducted by internet and mobile association of India (IAMAI) who is the
premiere institution to have a close look on the whole online marketing in India.
Various newspapers like Economic Times, Times of India & the publications of
ministry of Information Technology
 CHAPTER – 4

DATA ANALYSIS AND INTERPRETATION

1. From where do you get information with the help of digital marketing?

YouTube 30

Twitter 20

Google ads 20

Instagram 30

Chart Title
YouTube Twitter Google ads Instagram

30% 30%

20% 20%
2. Which form of advertisement do you like more ?

You tube 20
Digital marketing 30
Twitter 50

Chart Title
You tube Digital marketing Twitter

20%

50%

30%
3. For you advertisement is a good source of purchasing the things ?

GOOGLE 50
DIGITAL MARKETING 50

Chart Title

Digital marketing Google

50% 50%
4. For you online advertisement made you thinking of purchasing ?

YES 60
NO 40

Chart Title
Yes No

40%

60%
5. Does information provided in advertisement affects your opinion about the things ?
Yes 58
No 42

Chart Title
YES NO

42%

58%
6. Does images used in advertisement affects your opinion?

YES 48
NO 52

Chart Title

YES
NO 48%
52%
7. Does presence of any celebrity in the advertisement affects your opinion about
the ?

Yes 85
no 15

Chart Title
yes no

15%

85%
8. Does digital marketing help us to take decision.
Agree 30
Disagree 20
Strongly Agree 20
Strongly Disagree 30

Chart Title
Agree Disagree Stronlgy agree Stronlgy disagree

30% 30%

20% 20%
9.Does with the help of Digital Marketing consumer are grateful to buy the
things .

Agree 30
Strongly agree 20
Disagree 20
Strongly Disagree 30

Chart Title
agree strongly agree disagree strongly disagree

30% 30%

20% 20%
10. With the help of Digital Marketing the consumer are aware .

Agree 25

Strongly agree 25

Disagree 30

Strongly disagree 20

Chart Title
agree stronlgy agree disagree stronlgy disagree

20%
25%

30%
25%
 LIMITATION

There were few limitations of this survey which are as follows:-

1. Limited number of sample size, near seventy.

2. The survey questionnaire was made available only for four days, so, there were
time constraints for study.
3. The research only conducted in Dehradun city so it shows only data of Dehradun
city only.
4. The third limitation is that assumptions were made that respondent disclosed the
correct information
5. The car buyer include both actual and potential.
6. Intention is to use digital communication were studied; actual purchase behaviour
was not studied.
 CHAPTER – 5
CONCLUSION

With the rapid development of information technology along with

product and process innovations, there is a shift in traditional retail industry to
move towards online retail industry. Online shopping has become one of the
most sensible ways to procure the desired goods and services. The existing
retail shops need to adopt the changes in trends of customer needs, desire,
attitude and behavior. The traditional views about shopping have changed and
the retailers can no longer sustain successfully unless they don’t enact their
business through online medium. Though the online shopping medium cannot
completely replace the traditional method, it adds a new perspective to
shopping and is never negligible. However, online shopping will go beyond the
mere transaction and become a pillar of daily virtual activities. It is in fact easy
for the traditional brick and mortar retailers to go online. The cost of logistics
and supply chain management is one of the major challenging aspects of online
retailing. This makes it easy for the traditional retailers to go online, since they
already have warehouses, inventory and transportation systems in place. Also,
the traditional retailers have a strong reputation for their brand, which again
makes it effortless to establish their business online.

This study attempted to analyze the attitude of online cosmetic buyers in

Tirunelveli district and the underlying factors that influence online shopping
attitude of the customers to buy cosmetics. The factors that have major
influence online shopping attitude are Web and Internet self efficacy,
Subjective norms and Enjoyment. Therefore, measures to increase these factors
shall be implemented. Further, measures to increase Perceived usefulness,
Perceived ease of use and Trust may also be enhanced and Perceived risk of
the customers may be reduced. Online shopping services can be extended to
rural parts of the country also since there are evidences for the availability of
potential customers in rural locale also. This study also gives an idea about the
demographic nature of potential online cosmetic buyers.
 SUGGESTIONS

The following suggestions are put forward by the researcher on the basis
of findings of the study and though direct observation.

1. The study reveals that majority of the customers of Tirunelveli district have
only an average level of performance towards the online shopping of cosmetic
products. So, efforts may be taken in order to increase the level of
performance. This could be due to inadequate knowledge to use computer,
internet or electronic gadgets, poor network, lack of Infrastructure, lack of
awareness, time consumption, risk involved in online shopping. The e-retailers
shall come across these problems with different types of solutions and
marketing strategies such as, customer education, assistance and assurance.
The customers can be imparted education to get awareness about the different
services provided by the e-retailers, their benefits and the ways to deal with the
problems occurring during an online purchase.

a. Customer education: E-retailers shall organize education campaigns through

communication media such as posters, publications, radio, television, lectures,
seminars, trainings and so on regarding uses of online services and its benefits.

b. Customer assurance: the e-retailers shall provide assurance regarding the

security and privacy of the financial and personal information provided by the
customers at the time of online purchase. The online shopping websites shall
provide a secured payment system in order to protect the customer from
fraudulence.
 2. There is significant difference among the demographic groups- gender,
marital status, age, education qualification, occupation, level of income,

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