A

PROJECT REPORT
ON
“TO STUDY ALL DIGITAL MARKETING FOR SMART
PHONE WITH REFERENCE OF HYDERABAD CITY”

Submitting Partial Fulfilment for the requirement for the degree of Master of
Business Administration. (MBA)
To
Rashtrasant Tukdoji Maharaj Nagpur University
Nagpur.

SUBMITTED BY :-
MISS. MANISHA SHRIHARI RODE

Under the Guidance of

Dr. DINESH HIRKUTE

Ranibai Agnihotri Institute of Computer and Information Technology

Wardha, 442001
 CERTIFICATE

This is to certify that the project report entitled “TO STUDY ALL
DIGITAL MARKETING FOR SMART PHONE WITH
REFERENCE OF HYDERABAD CITY ” Submitted by MISS
.MANISHA SHRIHARI RODE a partial fulfillment for the requirement
Master of Business Administration Examination of the Rashtrasant
Tukdoji Maharaj Nagpur University Nagpur for the academic session
2018-2019 is an original project carried out under the supervision and
guidance of Dr.Dinesh Hirkute and has undergone the requisite duration
as prescribe the Rashtrasant Tukdoji Maharaj Nagpur University, Nagpur
for the project work

PROJECT GUIDE DIRECTOR

Dr.Dinesh Hirkute

Date :

Place : Wardha
 DECLARATION

I hereby declare that the project work entitled “TO STUDY ALL
DIGITAL MARKETING FOR SMART PHONE WITH REFERENCE
OF HYDERABAD CITY” Submitted to the RTM Nagpur University,
Nagpur , Is a record of an original work done by me under the guidance
Dr.Dinesh Hirkute , Ranibai Agnihotri Institute of Computer Science
and Information Technology, wardha. This Project work is submitted to the
RTM Nagpur University, Nagpur in the Partial fulfillment of requirement of
the degree of Master of Business Administration. The results embodied in
this project have not been submitted by me to any other University or institute
for the award of any degree.

Date : MISS. MANISHA S. RODE

Place :Wardha
 ACKNOWLEDGEMENT

I would like to express my heart full thanks to my supervisor

Dr.Dinesh Hirkute for his guidance throughout my project work.
I express my gratitude to Mr. Amol Mashankar sir Head Department
of management studies at Ranibai Agnihotri Institute of Computer Science
and I T, wardha for providing me opportunity to pursue MBA program.
I am also express sincere thanks to all the faculty members who have
directly or indirectly helped me in preparation of this project report.
I thank this opportunity to take all those who have been of help to me
in the completion of this project. Finally I thank to my friends for their
continuous support and help in the completion of my project

MISS. MANISHA S. RODE

 INDEX

SR. NO. PARTICULARS PAGE

NO.
1 INTRODUCTION OF TOPIC 6-12

2 COMPANY PROFILE 13-25

3 OBJECTIVES 26

4 SCOPE OF THE STUDY 27

5 HYPOTHESIS 28

6 RESEARCH METHODOLOGY 29-31

7 DATA INTERPRETATION 32-42

8 LIMITATIONS 43

9 FINDING 44

10 CONCLUSION 45

11 RECOMMENDATIONS 46

12 SUGGESTION 47

13 BIBLIOGRAPHY 48

14 ANNEXURE 49-50
INTRODUCTION
 INTRODUCTION
With an excellent product, attractive price, successfully implemented

promotion and distribution, it is very important to know how to approach

the product or service to the customer because of the new market trends.

In the recent past companies were using massive marketing –

communication with a large number of potential customers at once via

traditional media as TV, radio, newspapers, journals etc. By development

of information technologies and the fact that massive market has become

fragmented, marketing experts had to change their access to the existing and

potential clients. Development of information technology has enabled direct

communication with the clients, while companies can find out useful

information that can be used for creation different kind of products for each

customer. Also, new kind of directed/target marketing has been

continuously developing.

New information technologies created new media – mobile devices,

by which can be applied mobile marketing. In his paper Joshi (2013)

identifies mobile devices as an important innovation whose impact on the

company probably will not stop soon. To emphasize their importance and
1
crucial role in business, Joshi (2013) calls mobile devices “strategic

innovation”. Because mobile devices are always close to their owners they

create emotional impact.

The purpose of this paper is to point out the importance of the

implementation of mobile marketing in the system of marketing

management. The objectives of this paper are: highlight the role and

importance of mobile marketing in the system of marketing management

and the importance of multi-platform advertising (TV + iPhone + iPod).

Terms like mobile commerce and mobile marketing have created a

huge buzz. If businesses could use mobile phones to reach consumers

anytime, anywhere, it would fundamentally change how they do business.

However, today mobile still represents a tiny channel for most companies.

Juniper Research estimates most consumer products companies spend less

than 1% of their total advertising budget on mobile. This will change and

the change will likely be even faster and more dramatic than the initial

wave of mobile phone adoption that today means over 4 billion people use

a mobile phone. The success of Apple’s App Store, providing mobile

2
applications for the iPhone, shows how quickly technology can be adopted

by consumers.

These innovations significantly impacts dynamics of retail industry in

coming future. It would be interesting to explore how consumers equipped

with modern mobile phones connected to the internet will impact retail

stores and how anyone making, promoting or selling products in a brick and

mortar retail environment can prepare for it.

Most retail stores are complex environments that have developed

gradually over the past fifty years. There are two levels to that complexity.

Firstly, the move to the self-service format from the service format that

preceded it was a massive cultural change. For consumers, self-service

meant choice, convenience and value. However, it also involved learning

how to find their way around a new

environment. Over the years, retailers have learned how to design that

environment to better meet shopper needs and to drive sales.

In the future, all of retail touch points for consumers could have a mobile

element. From the research work available in the mobile space, one can

identify the emerging applications that will enable shoppers to have richer

3
interactions. These interaction points enable scope for Mobile Marketing to

be highly effective tool in retail for marketers in future.

Email Marketing is also gaining huge popularity among retail marketers

with improved internet connectivity of the consumer in today’s world.

Email marketing is used in a number of ways by organizations and

marketers for brand and customer loyalty building, acquiring or converting

customers, company advertisements, or for communicating promotional

offers and more.

HISTORY

The Cellular telephone (commonly "mobile phone" or "cell phone" or

"handphone") is a long-range, portable electronic device used for mobile
communication. In addition to the standard voice function of a telephone,
current mobile phones can support many additional services such as SMS for
text messaging, email, packet switching for access to the Internet, and MMS
for sending and receiving photos and video. Most current mobile phones
connect to a cellular network of base stations (cell sites), which is in turn
interconnected to the public switched telephone network (PSTN) (the
exception is satellite phones. Cellular telephone is also defined as a type of
short-wave analog or digital telecommunication in which a subscriber has a
wireless connection from a mobile telephone to a relatively nearby
transmitter. The transmitter's span of coverage is called a cell. Generally,
cellular telephone service is available in urban areas and along major

4
highways. As the cellular telephone user moves from one cell or area of
coverage to another, the telephone is effectively passed on to the local cell
transmitter. A cellular telephone is not to be confused with a cordless
telephone (which is simply a phone with a very short wireless connection to
a local phone outlet). A newer service similar to cellular is personal
communications services(PCS).

Telecom Industry in India

 The telecom industry is one of the fastest growing

industries in India. India has nearly 200 million
telephone lines making it the third largest network in the
world after China and USA.
 With a growth rate of 45%, Indian telecom industry has
the highest growth rate in the world.
 Much of the growth in Asia Pacific Wireless
Telecommunication Market is spurred by the growth in
demand in countries like India and China.
 India‘s mobile phone subscriber base is growing at a rate of 82.2%.
 China is the biggest market in Asia Pacific with a
subscriber base of 48% of the total subscribers in Asia
Pacific.
 Compared to that India’s share in Asia Pacific Mobile phone market is
6.4%. Considering the fact that India and China have
almost comparable populations, India’s low mobile penetration offers
huge scope for growth.

5
 History of Indian Telecommunications

Started in 1851 when the first operational land lines were laid by the
government near Calcutta (seat of British power). Telephone services were
introduced in India in 1881. In 1883 telephone services were merged with
the postal system. Indian Radio Telegraph Company (IRT) was formed in
1923. After independence in 1947, all the foreign telecommunication
companies were nationalized to form the Posts, Telephone and Telegraph
(PTT), a monopoly run by the government's Ministry of Communications.
Telecom sector was considered as a strategic service and the government
considered it best to bring under state's control.

The first wind of reforms in telecommunications sector began to flow in

1980s when the private sector was allowed in telecommunications equipment
manufacturing. In 1985, Department of Telecommunications (DOT) was
established. It was an exclusive provider of domestic and longdistance
service that would be its own regulator (separate from the postal system). In
1986, two wholly government- owned companies were created: the Videsh
Sanchar Nigam Limited (VSNL) for international telecommunications and
Mahanagar Telephone Nigam Limited (MTNL) for service in metropolitan
areas.
In 1990s, telecommunications sector benefited from the general opening up
of the economy. Also, examples of telecom revolution in many other
countries, which resulted in better quality of service and lower tariffs, led
Indian policy makers to initiate a change process finally resulting in opening

6
up of telecom services sector for the private sector. National Telecom Policy
(NTP) 1994 was the first attempt to give a comprehensive roadmap for the
Indian telecommunications sector. In 1997, Telecom Regulatory Authority
of India (TRAI) was created. TRAI was formed to act as a regulator to
facilitate the growth of the telecom sector. New National Telecom Policy was
adopted in 1999 and cellular services were also launched in the same year.
Telecommunication sector in India can be divided into two segments: Fixed
Service Provider (FSPs), and Cellular Services. Fixed line services consist of
basic services, national or domestic long distance and international long
distance services. The state operators (BSNL and MTNL), account for almost
90 per cent of revenues from basic services. Private sector services are
presently available in selective urban areas, and collectively account for less
than 5 per cent of subscriptions. However, private services focus on the
business/corporate sector, and offer reliable, high- end services, such as
leased lines, ISDN, closed user group and videoconferencing.
Cellular services can be further divided into two categories: Global System
for Mobile Communications (GSM) and Code Division Multiple Access
(CDMA). The GSM sector is dominated by Airtel, Vodfone-Essar, and Idea
Cellular, while the CDMA sector is dominated by Reliance and Tata
Indicom. Opening up of international and domestic long distance telephony
services are the major growth drivers for cellular industry. Cellular operators
get substantial revenue from these services, and compensate them for
reduction in tariffs on airtime, which along with rental was the main source
of revenue. The reduction in tariffs for airtime, national long distance,
international long distance, and handset prices has driven demand.

7
COMPANY PROFILE

8
 INDUSTRY ANALYSIS
The Indian Media and Entertainment (M&E) Industry, one of the most
vibrant and exciting industries in the world, has had a tremendous impact
on the lives and the Indian economy. As the M&E industry widens its
reach, it plays a critical role in creating awareness on issues affecting,
channelling the energy of and building aspirations among India’s
millions. As it entertains and informs the country, the M&E industry has
been a catalyst for the growth of large parts of the Indian economy. M&E
industry consist of TV, Print, Films, Radio, Music, OOH, Animation and
VFX, Gaming and Digital Advertising.
The FICCI-KPMG 2014 Report 'The Stage Is Set' showing the Indian
media and entertainment (M&E) industry has grown by 11.8 per cent in
2013 while comparing with 2012 and touched Rs 918 billion. It is
expected to touch Rs 1785.8 billion by 2018, with a CAGR of 14.2 per
cent.
By the end of 2014, the industry is expected to stand at Rs 1039 billion.
Additionally, digital advertising has shown promising growth in 2013 while
comparing with 2012, which is about 38.7 per cent, followed by gaming
which grew by 25.5 per cent. As for the 2018 prediction: Digital advertising
is expected to lead the CAGR with 27.7 per cent, followed by radio with 18.1
per cent. Gaming and television are expected to register a CAGR of 16.2 per
cent each, followed by growth rates of animation and VFX (15.9 per cent),
music (13.2 per cent), films (11.9 per cent) and OOH with 9.2 per cent
expected CAGR.
According to the annual advertising expenditure report from GroupM, The
digital media advertising revenues for the year 2013 is estimated at Rs
2,520.1 crore (around $405 million) , up 30% from Rs 1,938.6 crore in 2012,.

9
Digital contributed to 6.5% of the total media advertising expenditure in
2013, up from 5.5% share in 2012.
The agency estimates that the digital media advertising revenues to reach Rs
3,402.2 crore ($546 million) in 2014, registering a 35% growth year on year.
This will represent around 7.9% of the total media advertising expenditure in
2014, which is estimated at Rs 43,065.4 crore. The company notes this will
be driven by election spending by the government and political parties across
all media. GroupM made the prediction in the latest edition of its annual
report This Year, Next Year. Digital media were projected to increase 35%,
with TV slowing to 12% from last year’s 14.6% and print picking up to 8.5%
from 4.6% in 2013.
Digital ad spends accounted for 8.3 percent of the total ad spends of Inr362.5
billion in 2013. Digital media advertising in India is grown by 38.7 per cent
in 2013, faster than any other ad category. [6] With the dramatic growth in
mobile usage, content providers and advertisers are seeking opportunities to
get their message across on this preferred medium of the masses.
It is estimated that the total internet user base will reach 494 Million by the
end of 2018 as against 938 million TV viewers in the same year. This means
that the internet user population will be approximately 53 per cent of the total
number of TV viewer in the country in 2018 compared to 27 per cent in 2013.
This shift towards the digital media is important for digital media strategists
to consider, in order balancing their marketing budgets between online media
and traditional TV strategy.
IAMAI & IMRB report of March 2013 showing trends in breakup of Digital
ad market among various ad types like search ads, display ads, mobile ads,
social media ads, email ads and video ads. By seeing this breakup we can
understand marketer are giving importance to all venues to place ads.
10
 The Key players in the Telecom Market in India

Nokia
Motorola
Samsung
LG
Sony Ericsson

Nokia

In 1865, an engineer named Fredrik Idestam established a wood-pulp mill

and started manufacturing paper in southern Finland near the banks of a
river. Those were the days when there was a strong demand for paper in
the industry, the company’s sales achieved its high-stakes and Nokia grew
faster and faster. The Nokia exported paper to Russia first and then to the
United Kingdom and France. The Nokia factory employed a fairly large
workforce and a small community grew around it. In southern Finland a
community called Nokia still exists on the riverbank of Emäkoski.

Finnish Rubber Works, a manufacturer a Rubber goods, impressed with

the hydro- electrcity produced by the Nokia wood-pulp (from river
Emäkoski), merged up and started selling goods under the brand name on
Nokia. After World War II, it acquired a major part of the Finnish Cable
Works shares. The Finnish Cable Works had grown quickly due to the
increasing need for power transmission and telegraph and telephone
11
networks in the World War II. Gradually the ownership of the Rubber
Works and the Cable Works companies consolidated. In 1967, all the 3
companies merged-up to form the Nokia Group. The Electronics
Department generated 3 % of the Group’s net sales and provided work
for 460 people in 1967, when the Nokia Group was formed.

In the beginning of 1970, the telephone exchanges consisted of

electro-mechanical analog switches. Soon Nokia successfully
developed the digital switch (Nokia DX
200) thereby replacing the prior electro mechanical analog switch. The
Nokia DX
200 was embedded with high-level computer language as well as
Intel microprocessors which in turn allowed computer-controlled
telephone exchanges to be on the top and which is till date the
basis for Nokia’s network infrastructure.

Introduction of mobile network began enabling the Nokia

production to invent the Nordic Mobile Telephony(NMT), the
world’s very first multinational cellular

Motorola
MOTOROLA Electronics a wholly owned subsidiary of
MOTOROLA Electronics wasestablished in January, 2003 after
clearance from the Foreign Investment Promotion Board(FIPB).
The trend of beating industry norms started with the fastest ever-
nationwide launch byMOTOROLA in a period of 4 and 5 months
with the commencement of operations in May 2003.

12
MOTOROLA set up a state-of-the art manufacturing facility at Greater
Noida, near Delhi, in 2004, with an investment of Rs 500 Crores. During the
year 2001, MOTOROLA also commenced the home production for its eco-
friendly Refrigerators and established its assembly line for its PC Monitors
at its Greater Noida manufacturing unit.

 The Greater Noida manufacturing unit line has been

designed with the latest technologies at par with
international standards at Korea and is one of the most Eco-
friendly units amongst all MOTOROLA manufacturing
plants in the world.
 The year 2001 witnessed MOTOROLA becoming the fastest
growing company in the consumer electronics, home
appliances and computer peripherals industry. The company
had till the month of October 2001 achieved a cumulative
turnover of Rs 5000 Crores in India since its inception in
2003 , making it the fastest ever Rs 5000 Crores clocked by
any company in the Indian consumer electronics and home
appliances industry. Having achieved this milestone,
MOTOROLA achieved another benchmark with the first
ever sales of One Lakh ACs (Windows and Splits) in a
calendar year. MOTOROLA is poised to surpass its turnover
target of Rs. 2700 Crores this year and clock a turnover of
Rs. 3000 Crores.
 This year, MOTOROLA has emerged as the leader in Colour
Televisions, Semi Automatic Washing Machines, Air
Conditioners, Frost-Free Refrigerators and Microwaves

13
 Ovens. In Colour Televisions having set the sales target of
one million units of Color Televisions for 2002,
MOTOROLA has already achieved the one million mark in
the month ahead of its target.
 MOTOROLA Electronics India is the fastest growing
company in the consumer electronics, home appliances and
computer peripherals industry today.

MOTOROLA Electronics is continually providing superior

technology products & value for money to over 50 lacs
households in India

Samsung
The Samsung Group is the world's largest conglomerate. It is South Korea's
largest chaebol and composed of numerous international businesses, all
united under the Samsung brand, including Samsung Electronics, the world's
largest electronics company, Samsung Heavy Industries, one of the world's
largest shipbuilders and Samsung Engineering & Construction, a major
global construction company. These three multinationals form the core of
Samsung Group and reflect its name - the meaning of the Korean word
Samsung is "tristar" or "three stars".
The Samsung brand is the best known South Korean brand in the world
and in 2005, Samsung overtook Japanese rival Sony as the world's leading
consumer electronics brand and became part of the top twenty global brands
overall. It is also the leader in many domestic industries, such as the financial,
chemical, retail and entertainment industries. Samsung's strong influence in

14
South Korea is visible throughout the nation, and is sometimes called the
'Republic of Samsung'.

The 1990s saw Samsung rise as an international corporation. Not only did it
acquire a number of businesses abroad, but also began leading the way in
certain electronic components. Samsung's construction branch was awarded
a contract to build one of the two Petronas Towers in Malaysia, Taipei 101
in Taiwan and the Burj Dubai in United Arab Emirates (founded by Callum
Cuirtis), which is the tallest structure ever constructed. In 1996, the Samsung
Group reacquired the Sungkyunkwan University foundation. In 1993 and in
order to change the strategy from the imitating cost- leader to the role of a
differentiator, Lee Kun-hee, Lee Byung-chull’s successor, sold off ten of
Samsung Group's subsidiaries, downsized the company, and merged other
operations to concentrate on three industries: electronics, engineering, and
chemicals (Samsung Electronics)

LG The LG Group is South Korea's third largest chaebol and is a

multinational conglomerate that produces electronics, mobile phones, and
petrochemical products and operates subsidiaries like LG Electronics, LG
Telecom, Zenith Electronics and LG Chem in over 80 countries.LG Group
founder Koo In Hwoi established Lak Hui Chemical Industrial Corp. in 1947.
As the company expanded its plastics business, it established GoldStar Co.,
Ltd., (currently LG Electronics Inc.) in 1958.In 1959, Goldstar produced
Korea's first radio. Many consumer electronics were sold under the brand
name GoldStar, while some other household products (not available outside
South Korea) were sold under the brand name of Lucky. The Lucky brand
was famous for its hygiene products line such as soaps and Hi-Ti laundry

15
detergents, but most associated with its Lucky and Perioe toothpaste.In 1995,
it was renamed "LG", the abbreviation of "Lucky GoldStar". More recently,
the company associates its tagline "Life's Good", with the letters LG.Since
2001, LG has two joint ventures with Royal Philips Electronics: LG Philips
Display and LG.Philips LCD. LG has entered into a joint venture with Nortel
Networks and has created LG-Nortel Co. Ltd.LG also has a joint venture with
Hitachi, Hitachi-LG Data Storage, which manufactures optical data storage
products like DVD-ROM drives, CD writers, etc. LG acquired American
television manufacturing company Zenith in 1999.
LG Electronics is the world's second biggest maker of Televisions and third
biggest marker of LCD TVs and Mobile Phones. With headquarters in the
LG Twin Towers on Yeouido, Seoul, LG Electronics is the flagship company
of LG Group, one of the world's largest Conglomerate. The company has 75
subsidiaries worldwide that design and manufacture televisions, home
appliances, and telecommunications devices. LG Electronics owns Zenith
Electronics and controls 37.9 percent of LG Display. By 2005, LG was a Top
100 global brand and in 2006, LG recorded a brand growth of 14%.Now the
world's largest plasma panel manufacturer, its affiliate, LG Display, is one of
the largest manufacturers of liquid crystal displays. Also in 2006, the
company's mobile phone division, LG Mobile, marketed the LG Chocolate
phone, changing the company's image of the maker of thick 3G phones.
Sony Ericson
Corporate structure

Sony Ericsson Mobile Communications is a global provider of mobile

multimedia devices, including feature-rich phones, accessories and PC cards.
The products combine powerful technology with innovative applications for

16
mobile imaging, music, communications and entertainment. The net result is
that Sony Ericsson is an enticing brand that creates compelling business
opportunities for mobile operators and desirable, fun products for end users
Sony Ericsson Mobile Communications was established in 2001 by
telecommunications leader Ericsson and consumer electronics powerhouse
Sony Corporation. The company is owned equally by Ericsson and Sony and
announced its first joint products in March 2002. Sony Ericsson products
have universal appeal and are different in the key areas of imaging, music,
design and applications. The company has launched products that make best
use of the major mobile communications technologies, such as the 2G and
3G platforms, while enhancing its offerings to entry level markets.
Sony Ericsson undertakes product research, design and development,
manufacturing, marketing, sales, distribution and customer services. Global
management is based in London, and R&D is in Sweden, UK, France,
Netherlands, India, Japan, China and the US. The management team is led
by President Hideki Komiyama, a former senior executive of Sony Europe
and one of the key players in the growth of Sony in Europe; and Executive
Vice-President and Head of Sales Anders Runevad, the former President
Ericsson Brazil

 MOBILE MARKETING AND ITS PARTICULARITIES

Dushinski (2009) in his paper defines mobile marketing as a revolutionary

tool for connecting companies with each of their clients via their mobile
devices in the right time, on a right place and with appropriate direct
message.

17
Becker i Arnold (2010) emphasize definition of mobile marketing which
have been given from Mobile Marketing Association1, which says that
mobile marketing is a set of procedures that enables communication with
companies target audience on interactive and relevant way via mobile
devices.

Also, mobile marketing is a new marketing channel which has been created
during the evolution of e-commerce. Although it is possible to reach out
target groups via mobile devices, Tanakinjal et al. (2011) state that it’s
important to make an effort and explore the possibilities to make it work.
According to Andrews et al. (2012), mobile marketing is any form of
marketing communication that has been using mobile devices during the
creation of potential opportunities and benefits for customers, what includes
location based mobile services and services for the delivery of mobile
content.

Marketing experts agree with the fact that activities that have been going on
with the mobile devices, in the last decade, had a huge impact on a
development of mobile marketing and on intent for purchase of potential
customers in the future (Chinomona i Sandada, 2013).

As many people equate the term of marketing with promotion, it also happens
with the term of mobile marketing and mobile promotion, what is surely
wrong. Tanakinjal et al. (2011) explain the difference between these two
terms. Mobile marketing is a driver and a foundation for the exchange of

18
content and direct response, while mobile advertising is form of a message
which has been sent via mobile device.

Mobile marketing is a form of communication with existing and potential

clients. Basis of this communication has been development of
telecommunication, information and wireless technologies. Mobile
marketing does not lose the sense of marketing but reflects the creativity of
marketing professionals and their strategy while result should be qualitative
and successful marketing communication between the company and
customers. Hence, mobile promotion is a part of mobile marketing and is one
of its most important activities.

Mobile devices are owned by one person what enables communication with
a specific person and message that has been sent to them is immediately
available Hazlett (2011). Accordingly, interaction with the clients can be
totally different for each client, what is not the case in other kinds of
marketing (Dushinski, 2009).

Because of the opportunities provided by mobile marketing, companies can

easily include in the exchange of information with existing and potential
customers, with the aim of improving products (Persuad i Azhar, 2012).
Companies are increasingly opting for mobile marketing because of the trend
and its optimistic projections (Smith, 2013).

19
  DEVICES OF MOBILE MARKETING AND THEIR
CONNECTION TO THE MOBILE INTERNET

On figure 1 we can see the most important media in certain decades,

beginning with 1950s until now (Pasqua and Elkin, 2013).

 Mobile devices
It is important to clarify what kind of devices includes the term „mobile
devices“, because it is often thought to be exclusively mobile phones. Term
of mobile devices includes different kind of mobile phones, smartphone
devices, personal data assistant devices, tablet PC and even play station
portable because user can connect through it by Wi -Fi technology and surf
the Internet, either at home or outside (Dushinski, 2009).

Mobile phones are not just phones whose main purpose is not just making
calls. They have embedded some special functions like reading the
newspapers, display of geographic maps, camera, radio, e-store, TV function
etc. (Arnold and Becker, 2010).

20
Although there are different divisions of mobile devices by category, there
has been generally accepted the division in three categories: feature phone,
smartphone and connected devices (Pasqua and Elkin, 2013).

Feature phones are older mobile devices which are less sophisticated. Lately,
in this kind of mobile phones have been installed some advanced options
which are still far from those which have smart phones (Rashedul et al., 2010;
Pasqua and Elkin, 2013).

According to Becker and Arnold (2010), smartphone is a mobile device

which integrates possibilities of mobile cellphone with the main possibilities
of personal computer what includes Internet, applications, e-mail,
entertainment and media services. Also, Barbour (2011) points out that
smartphones are becoming thinner, faster, with much more functions that
make them similar like laptops
Analysts of Gartner2 figure out that total sale of smartphones in 2013.
ammounted to a record 81 billion units, an increase of 3.4% compared to the
previous year 2012.

Connected devices are all mobile devices that do not have the ability to call,
but have all other features of mobile devices. These characteristics
correspond to tablet devices, e-readers and portable entertainment devices.
These devices share many things with smartphones, but their primary
purpose is not phoning but browsing the internet, entertainment and reading
e-books (Becker and Arnold, 2011).

21
3.2. Access to mobile Internet
What is particularly significant with regard to the functioning of
mobile devices is to achieve connectivity with other mobile devices in order
to achieve basic communication, which is the basis for the realization of
marketing communications. This applies in particular to the network
connection and data transfer speed in the network.
By development of wireless technology, mobile phones became part
of our everyday life on private and business plan (Liao et al., 2007).
Mobile devices can connect the Internet via network of mobile
operator or Wi-Fi network – user can choose, depends on a situation how to
become connected to the Internet.
Feature phones and smartphones primarily connect the Internet via network
of mobile operator which have been using while transfer rate and
characteristics of connection depends on the standard used in the network
and which device supports. Connected devices connect the Internet
primarily via Wi-fi network, but there are also exceptions – like advanced
tablets which can have functions of mobile phones and can use networks of
mobile operators (Pasqua and Elkin, 2013).

 Statistical indicators of using mobile Internet in Europe

A study conducted by Mobile Marketing Association and
Vserv.mobi3 in 2013. included 3.000 users of mobile internet in France,
Italy, Russia, Spain and United Kingdom. The aim of a research was to get
more information about the users of mobile Internet in the observed countries
to help marketers in their future mobile campaigns.

22
 OBJECTIVES
The Primary Objective was to study the perception & buying
behavior of students towards various mobile brands.

The Secondary Objectives of this study were to identify:

 To know about the student preference level associated

with different mobile phones.

 To find out the students satisfaction towards the various mobile
phones.
 Major features, which a customer looks for in a

mobile before making a purchase.

 Factors that influence decision-making in purchasing a mobile
phone.
 To know which advertisement media puts more

impact on the buying decision of students.

Factors, which help in increasing the sale of mobile phones.

23
 Scope of study
The study was carried out to identify opportunities of mobile marketing in

the retail sector and at the time asses the competition for Syntellinex. This

research was done to collect the information on current players/companies

in mobile marketing & email marketing segment in the retail industry

especially in Hyderabad. The companies under study were primarily scoped

as all the companies .

The data collection of the study for company profiling was scoped to
following details:

Company Name

Corporate Website URL

Brief Description of the Company

Business Segment and

Solutions Offered

Mobile/Marketing

Platform supported

This data is very important for Syntellinex as they are exploring

opportunities to offer solutions in mobile marketing and email marketing
with retail sector as primary target. The finding and recommendations
from the research would be used to define future strategy for the company
in respect of market scope, initial target market, and pricing strategy.

24
 Hypothesis
 With new trend of more and more users switching to smart phones

across the world, there is larger audience for marketing on mobile

in general.

 There is strong mobile application development community which

is enabling increased consumer presence on mobile because of

applications such as Facebook, twitter etc.

 Email and Mobile Marketing adoption in retail industry is quite

likely because of the online presence of most of the retail outlets

and growing buzz of Ecommerce.

 Retail industry across the world is expected to grow many folds in

future – so there is tremendous growth opportunity for marketing

innovations.

25
 RESEARCH
METHODOLOGY

26
RESEARCH METHODOLOGY

Research Methodology is way to systematically solve the research

problem. In it we study the various steps that are generally adopted
by a researcher in studying his research problem along with logic
behind them .We also need to understand the assumption
underlying various techniques and procedures will be applicable to
certain problems and other will not. So it is necessary for us to
design methodology for the problem as it differs from problem. So
research methodology is not only method research but also logic
behind the methods we use in context of our research study and
explain why we are using a particular method or technique and why
we are not using others so that research results are capable of being
evaluated.
 Marketing research is the systematic design, collection,
analysis and reporting of data
and findings relevant to specific marketing situation facing
the company.
 An effective marketing research involves following five
objectives.
 Developing research plan. Steps in a sequential manner.

 Defining the research.

 Collecting the information.

 Analyze the information.

 Present the findings

27

SAMPLING AREA: - Hyderabad City
SAMPLE SIZE: - The sample size of the study is limited to 50.
DATA COLLECTION: -
Primary data: The primary data will be collected by a structured
questionnaire and Google forms.
Secondary Data: Secondary Data is collected by using research
papers, journals, books and websites.
DATA COLLECTIONO METHOD: - Questionnaire Method and
Interview Method.

28
DATA INTERPRETATION

29
Table No. .1 Mobile Internet users by age

Sr. No. Age Group Percentage (%)

1 Less than18 year 13
2 18-24 year 21
3 25-35 year 29
4 More than 35 37
5 Total 100

Figure 1 Mobile Internet users by age

According to the research, 13% of the mobile internet users have

less than 18 years, 21% have from 18 to 24 years, 29% have from
25 to 35 years and 37% of them have more than 35 years. Thus,
more than a half of mobile Internet users are young people
30
Table No. .2 Classification of respondents on the basis of Gender

Source: Mobile Marketing Association & Vserv.mobi, 2018.

.

Sr No. Gender No. of Respondents Percentage (%)

1 Male 30 61
2 Female 20 39
Total 50 100.00%

Also, men are using mobile Internet more than women - 6 out of
10 mobile internet users in Europe are men (Figure 2)

31
Table No. 3
Classification of respondents on the basis of Qualification

No. of
Sr no. Qualification Respondents Percentage (%)
Graduation / Post
1 Graduation 17 34
2 Diploma /undergaduate 16 31
3 Schooling up to 12 years 12 24
4 uneducated 5 11
Total 50 100

34% of the mobile internet users are graduates or post graduates, 31%
belongs to group “diploma / undergraduate”, 24% belongs to group
“schooling up to 12 years” and 11% are uneducated. Therefore, more
educated persons use more mobile internet opposed to less educated persons.

32
Table No. 4

Sources of awareness for various brands

Sources of awareness Frequency Percent

Print ads 8 15
Television commercials 12 25
In-store promotion 10 20
Outdoor media 5 10
Online media 15 30
Total 50 100.0

Frequency

15%
30%
Print ads
25% Television commercials
10% In-store promotion
20%
Outdoor media
Online media

Interpretation:

From table no. 4, it is observed that when respondents were asked about

which source do they refer the most to get awareness of various brands;

i. 15% have chosen print ads,

ii. 25% respondents have chosen Television commercial,
iii. 20% have chosen In-store promotion,
iv. Only 10% have chosen Outdoor media,
v. 30 % respondents have chosen Online media, which is the higher of all.

33
Table No. 5

Knowledge about the use of internet

Code Response Frequency Percent

1 Not knowledgeable about 5 10
2 Somewhat knowledgeable about 10 20
3 Knowledgeable about 15 30
4 Very well knowledgeable about 20 40
Total 50 100.0

Frequency

10%

40% 20%
Not knowledgeable about
Somewhat knowledgeable about
Knowledgeable about
30%

Interpretation:

From table no. 5, it is observed that when respondents were asked about their

convergence with internet;

i. 10% were not knowledgeable about internet.

ii. 20% were somewhat knowledgeable about internet.

iii. 30% were knowledgeable about internet.

iv. 40% were very well knowledgeable about internet

34
Table No. 6
Frequency of being online

Code Response Frequency Percent

1 Very Low 4 8%
2 Low 6 12%
3 Moderate 11 22%
4 High 15 30%
5 Very high 14 28%
Total 50 100%

Frequency

15

10

0
Very Low Low Moderate High Very high

Frequency

From table no. 6, it is observed that when respondents were asked about their

frequency of being online;

i. 8% chosen very low frequency,

ii. 12% chosen low frequency,

iii. 22% chosen moderate frequency,

iv. 30% chosen high frequency,

v. 28% chosen very high frequency

35
Table No. 7
Benefits of online marketing over traditional marketing

marketing Frequency Percent

Wide range of information 12 24%
Ease of shopping 11 22%
Time saving 8 16%
Low cost 6 12.%
Interactive medium 12 25%
Total 50 100.0

Frequency

Interactive medium

Low cost

Time saving

Ease of shopping

Wide range of information

0 2 4 6 8 10 12 14

Frequency

From table no. 7 it is observed that

i. 24% of respondents find online marketing advantageous as it offers

wide range of information about the brand,

ii. 22% of respondents find online marketing advantageous as it offers

ease of shopping,

36
 iii. 16% of respondents find online marketing advantageous as it saves

consumer’s time,

iv. 12% of respondents find online marketing advantageous as it involves

low cost in purchase,

v. 25% of respondents find online marketing advantageous as it is an

interactive medium.

It means majority of respondents favor for interactive ability of online marketing which
is not applied in case of traditional mediums like print ads, television

37
Table No. 8

Preference for Online advertising as it is SAFEST to use

Frequency Percent
Strongly disagree 10 20%
Disagree 15 30
No opinion 7 14
Agree 9 18
Strongly agree 9 18
Total 50 100.0

Frequency

15

10 9 9
7

STRONGLY DISAGREE NO OPINION AGREE STRONGLY AGREE

DISAGREE

Frequency

Interpretation:

From table no. 8, it is observed that when respondents were asked whether

they find online marketing safest to use;



20% were strongly disagreed.

 
 29% shown disagreement.

38
  
 16.5% had no opinion on this question.

 
 17% shown agreement and,

 
17.5% were strongly agreed.

It means majority of respondent feel online marketing is not very safe. In order

to know the reasons, respondents were being specifically asked to identify

limitations.

39
Table No. 8
Loopholes in online marketing over traditional marketing tools

Frequency Percent
More Susceptible 8 16
More scope for fraudulent activities 13 26.0
Lack demonstration 10 20.0
Privacy Issue 11 22.0

Often interrupting 8 16
Total 50 100.0

Frequency

More Susceptible More scope for fraudulent activities

Lack demonstration Privacy Issue
Often interrupting

Interpretation:

From table no. 7.20, it is observed that

i. 16.5 % of respondents find online marketing is not safe as it is more

susceptible.

ii. 26% of respondents find online marketing is not safe as there is more

scope of fraudulent activities.

40
 iii. 20% of respondents find online marketing is not safe as it lacks

demonstrations.

iv. 21% of respondents find online marketing is not safe as it may result

in some serious privacy issues.

v. 16.5% of respondents find online marketing is not safe as it is often

interrupting.

It means majority of respondents feel that online marketing is not safe as there is more
scope of fraudulent activities followed by privacy issues. These may include cheating
customers by offering them faulty items, giving wrong demonstrations, taking
confidential information such as bank details, credit card details and misusing the same.

41
 Limitations
 Although, Internet marketing allows a wider reach, the start-up costs

of a website can be high. This includes the cost of the required

software and hardware, and maintenance costs.

 There are still a lot of customers who use the Internet just for having

more information about a product and prefer to buy it in person. For

example Internet marketing allows a customer to view how a phone

looks like and its technical specifications, but customers prefer having

a look at the phone in the store to get a hands-on experience.

 There are a lot of customers who are not proficient in using the

Internet and focusing solely on Internet marketing can cause you to

lose these customers.

 The rules of the trade change rapidly in Internet marketing, and it

requires constant attention and monitoring to ensure that your

marketing strategy does not look out-of-date.

 The biggest disadvantage of Internet marketing is its vulnerability to

fraudulent activities. There are a lot of illegitimate websites out there

which look similar to original websites and rob the customers of their

42
 money. Spamming is also one of the biggest challenges for Internet

marketing and confidential data can be easily stolen by hackers.

 Internet marketing lacks the human touch that is involved when a

customer buys a product from a salesperson. This hampers the

prospects of relationship building which plays an important part in

repeat sales and word-of mouth publicity.



43
 FINDINGS
 Indian customers are highly information seekers. They collect more
information about quality, price and refer customer’s experiences before
purchasing a product.
 Advertisements have high impact for creating stimulus in Indian
customers. But this stimulus will get in to action only through opinion
leaders.
 Indian consumers have high tendency to go for online purchase. They
have high affinity to go online for electronic products and apparels.
 One of the current trends in Indian youth and young Indians are
watching the T.V programs via online portals. May be the main reason
is convenience of time, they can watch programs which they had
skipped due to some reasons.
 The same thing is happening for the newspaper also, people have more
affinity towards online news portals. Here's the reason may be they can
get news updates very early; they don’t need to wait for daily
newspapers.

44
 Conclusion
 The study concludes that consumers rely upon more than one

medium in order to enhance their brand related knowledge. It means

that they use the combination of various sources for making final

purchase decision. Along with the traditional sources, they heavily

rely on modern marketing tool i.e. online advertising.

 Consumers do require detailed information about the brand so

as to evaluate its strengths & weaknesses; this ample amount of

information then saves their time by allowing them to make the

purchase decision quickly.

 The study also reveals that main reason for growing

importance of online marketing is the increasing literacy about

internet among people. They have identified that internet is truly

advantageous through which they can serve their various purposes

mainly social networking, online shopping & media sharing (photo,

music, video). This efficacy of internet has intensified their tendency

of being online.

 Today’s consumers strongly feel that every company must use

this efficacy to strengthen its marketing efforts. So that they will get

motivated to use online

45
 Suggestions

 Android and iOS based mobile marketing solutions were mostly

offered in the retail industry
 Android was identified as the most popular mobile platforms globally
followed by iOS, so it’s
 recommended to offer mobile marketing solutions on these platforms.
Most of the Marketing companies are not using Mobile Marketing
.There is an opportunity for the
 new entrants in this domain.
 Email and Direct Marketing is still most preferable Marketing tool in
the retail industry.
 E mail Marketing pricing offering is very competitive in Asia Pacific
region so most of the
 companies price quotation are on the average range and very similar.
The real differentiators are
the service offerings and access to Email address list with
demographic details.

46
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