The Videocon Group is a 4 billion, A planetary concern conglomerateA with a strong presence in family consumer goods, retail, telecom, DTH and the power sector. Videocon, the GSM nomadic service supplier has now a client base of 62 hundred thousand endorsers with a market portion of 0.67A per centum[ 1 ]. Bing a late entrant, Videocon faces stiff competition from participants like Airtel, Idea, Reliance Infocom, Vodafone, Tata Indicom, BSNL etc. to call a few. With respect to consultancy undertaking with LPU, university research squad had the preliminary constructive treatments with Videocon senior officials. While interacting, research squad tried to happen out the direction research job for their state broad digital selling run utilizing SNS and Google analytics for Videocon teleservices. Sing the research job, the research squad is supposed to suggest an cyberspace selling program with the execution scheme for Videocon.
The cyberspace has revolutionized the attack concern is carried out and the use of it is every bit critical for the success of concern houses. It is recognized as one of the critical tool which every company is utilizing in some manner or the other. The image of selling and communicating has taken a new form with the cyberspace roar and the importance of marketing though digital infinite has felt by many of the sellers. Time tested traditional selling are now being supplemented by presenting selling through cyberspace and digital infinite, called as e-marketing. Digital media has unbarred new set of chances for trade names to make the mark audience. Companies are utilizing e-marketing as a stigmatization, selling and gross revenues medium in one row. Online selling comes with an array of advantages such as pull vs. push, cost effectivity, 24*7, planetary range, quantifiability, scalability, aiming and personalization, direct to client, trailing, and many more. Consumer behaviour can be tracked more efficaciously using an e-marketing scheme for successful execution of a selling plan.
The usage of cyberspace is detonating, particularly in India, with a population of 120 crores, the entire figure of internet users increased by 16.22 % from 196.70 lakh connexions in March 2011 to 228.60 lakh connexions in March 20121. As per TRAI information, Punjab has got a portion of 10.74 hundred thousand clients available in the digital infinite. Hence, it facilitates the trade name or the company to make the targeted audience efficaciously. E-marketing encompasses in itself different signifiers of utilizing the infinite from Google ads, e-mail, smart streamer ads, pop-ups, pictures to the most popular signifier of societal networking sites like Facebook, LinkedIn, Twitter, Google+ and many others. India is presently Facebook ‘s 3rd largest market, with over 45 million users. Harmonizing to the study from Gartner, India will be able to catch US as the world`s largest Facebook market by figure of users every bit early as 2015. The industry has justly recognized the importance of on-line media as a selling tool. The research, from the Internet and Mobile Association of India ( IAMAI ) and IMRB, found that as of March 2012, the India online advertisement industry was deserving Rs 2,851 crores in one-year gross. It is pretty clear from the above facts and figures that e-marketing dramas a critical function in the selling activities for a trade name like Videocon.
The Internet Marketing is ideal selling tools in a wide scope of industries but its relevancy in Indian telecommunication sector is most of import due to the technology-driven environment and client base. The companies in the telecom sector thrive non merely based on, how advanced engineering and applications they develop but besides, the tools they use to pass on to their possible and bing clients. The companies can research the growing avenues like substructure sharing, endeavor telecom services, practical private webs and most significantly rural telephone. All these avenues can be to the full exploited merely if the consumers are cognizant of the sort of services provided by the companies and this is possible by holding a sound selling scheme and e-marketing activities to hold an on-line presence and utilize it in the best possible manner to pull clients. When the larger ball of the population is available on the digital infinite, it becomes easier to make the mark audience with more effectivity and customization, besides at a lesser cost. This has created new avenues for telecommunication companies to pass on with the audience, & A ; turn out themselves in a stiff competition among market participants. A successful digital selling program gives a competitory advantage for telecom participants like, Videocon to pull new clients every bit good as addition trueness among its bing clients.
Need and Scope of the Study
E-marketing has become an built-in portion of communicating system and has been supplying moneymaking chances for the companies to research new chances through cyberspace for their existing every bit good as new clients.
Speed entree, making to a wider population, ability to link the specific client group, easy usage, item merchandise description and universe broad entree has made e-marketing more acceptable and useable among the clients largely to the young person section.
Xiaomi Corp. a Beijing based mobile phone fabrication company has mostly benefited through the e-marketing and by Aug 16, 2011 the company had sold 3.52 million[ 2 ]Mi-one device the first coevals of Xiaomi nomadic phones largely selling through cyberspace. Harmonizing to the company out of 10 merchandises 7 merchandises were purchased online. Due to the success of Xiaomi e-marketing scheme most of the nomadic trade names in Chinas have adopted the same way as that of Xiaomi to give attending towards the web purchasers.
The turning figure of cyberspace users in India has given a really good chance for the telecom companies like Videocon to add e-marketing to their selling portfolio and hence they can make good trade name acknowledgment among its users.
Aim of the survey:
Sing the above discussed direction research job researches is suggesting following aim for this research:
To happen out factors impacting e-marketing schemes of a telecom company.
To happen out the factors impacting the attitude of bing client of Videocon Telecommunication Ltd. towards e-marketing schemes adapted by the company.
To propose schemes to Videocon Telecommunication Ltd. to better clickstream of their e-marketing activities.
To happen out expected e-marketing activities which Videocon Telecommunication Ltd. should follow to pull visitants?
Type of Research
Exploratory, every bit good as Descriptive research design shall be adopted for this survey. The research worker would seek to happen out primary behavioural informations of Videocon clients, and non-customers sing e-marketing activities carried out by the company and other telecom operators. Descriptive research is the geographic expedition of certain bing phenomena and to obtain information refering the current position of the phenomena in order to depict “ what exists ” with regard to variables or conditions in a state of affairs. The thought behind this research is to happen out factors impacting e-marketing schemes. This survey would measure the attitude of bing client of VTL towards e-marketing schemes adopted by the company. Factors impacting consumers ‘ penchants towards telecom website surfboarding form across identified sections will besides be examined with the aid of Google analytics. Basically this research will depict the surveyed population and its characteristic, so it is descriptive research.
Target population: All the population who surf Internet and lives in Amritsar, Chandigarh, Jalandhar and Ludhiana.
Sampling technique: Research worker is suggesting to follow ‘judgmental sampling ‘ which will be performed purposefully. It is a type of non-probability sampling technique. Non-probability trying focal points on trying techniques where the units that are investigated are based on the cognition and professional judgement of the research worker. As this proposed survey in loosely on ‘Factors impacting e-marketing schemes ‘ . So, research worker has chosen this trying design due to necessitate of the research and with the intent of carry throughing the aims of this proposed survey.
Sample size: Research worker is suggesting to roll up informations from 900 respondents from 4 metropoliss viz. Amritsar, Chandigarh, Jalandhar and Ludhiana which constitutes about 92 lakhs population of Punjab & A ; concentrate on the population who is e-literate and entree different web sites as a modus operandi.
The distribution of sample is as follows:
Type of Datas: For this proposed survey, research worker will utilize both the primary and secondary informations. Primary informations will be collected from defined mark population through structured questionnaire and secondary informations will be collected from different beginnings like Internet, company ‘s one-year study, newspaper, books, diaries and periodicals.
Data aggregation tool: The informations for proposed survey will be collected by agencies of structured questionnaire. To carry through the aims of proposed survey a ‘Likert graduated table ‘ of five points will be used in study instrument to mensurate consumer attitude towards e-marketing schemes adapted by VTL. Few dichotomous inquiry will besides be the portion of questionnaire to judge the agree/disagree behaviour of respondent & A ; to do respondents to take an option from multiple options. Besides some inquiries will be put into the questionnaire to happen out factors impacting e-marketing schemes of a company and besides to happen out e-marketing activities which VTL should accommodate to better clickstream & A ; attract visitants to their web site or fan page on societal networking sites.
Time period of Datas: Researcher is suggesting to roll up the informations in Nov 2012 from Amritsar, Chandigarh, Jalandhar and Ludhiana.
Planning of informations analysis: First, based on demographic variables like Income, age etc. Researcher will split population into optimal sections and profiling of each section shall be done with regard to factors impacting the attitude of client. As the figure of variables used in this research will be rather extended ; Factor analysis will be used to simplify the reading of the variables. Researcher will utilize Factor analysis to place factors impacting e-marketing schemes of a company. Quantitative analysis will be conducted to propose the e-marketing schemes to VTL to better clickstream of their cyberspace activities. Researcher will besides happen out e-marketing activities which would assist VTL to pull visitants to their web sites every bit good as societal networking site ‘s pages. Furthermore, factor analysis will be used to find the factors that were relevant in taking specific schemes that would assist VTL to concentrate on bing clients every bit good as to pull new clients. These factors so will be used as inputs in ulterior analyses of scheme devising. Researcher will besides mean to do a focal point group whose descriptive analysis would assist to happen out expected e-marketing schemes which company should follow to pull visitants. Researcher would besides necessitate the decision maker informations of Google analytics of company ‘s web site and SNS pages for the last few old ages to happen out the bead out points and give a managerial facet to the tendency followed by the visitants so that the booby traps can be recognized.
The research would enable to understand the consumer behaviour in the digital infinite and invent suited e-marketing program for Videocon to beef up the trade name image among its clients every bit good as non-customer. Visibility on the cyberspace will make consciousness among people to be associated with the trade name in some manner or the other. When traditional selling attempt has limited range with a figure of restraints, digitalisation of selling activities provides a competitory advantage over others with reduced disbursement. The cyberspace selling can pull rivals ‘ clients as good by holding higher visibleness, making consciousness, drifting new offers, tie ining people through fan pages, web logs, and tweets and through other signifiers of synergistic selling. Brand acknowledgment and callback is achieved when bulk of the mark audience is available online. This creates avenues for Videocon to maximise its market portion through a well-executed e-marketing planning.