Digital Marketing Scope for SMEs

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SUMMER TRAINING PROJECTREPORT
On
(Scope of digital marketing for SMEs)
Towards partialfulfillment of
Master of Business Administration (MBA)
Schoolof Management, Babu BanarasiDas University, Lucknow
Submittedby
(Ahmad Husainkhan)
IIIrd Semester
Roll No-1120672004
Session2013-2014
School of Management
Babu Banarasi Das University
Sector I, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.) India

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Scope of Digital marketing for Small
and Medium Enterprises

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DECLARATION
I, Ahmad Husain Khan Student of MBA (Marketing) studying at Babu Banarasi
Das University, declare that the project work entitled “SCOPE OF DIGITAL MARKETING
FOR SMALL AND MEDIUM ENTERPRISES” at GETIT INFOSERVICES PVT LTD; Lucknow was
carried by me in the partial fulfillment of MBA.
This project was undertaken as a part of academic curriculum according to the
GBTU rules and norms and it has not commercial interest and motive, it is my original
work. It is not submitted to any other organization for any other purpose.
Date: - August24, 2013
Place:-Lucknow
AHMAD HUSAIN KHAN
MBA (3rd SEM)

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ACKNOWLEDGEMENT
It gives me immense pleasure to present this project report on “SCOPE OF
DIGITAL MARKETING FOR SMALL AND MEDIUM ENTERPRISES” at GETIT INFOSERVICES
PVT LTD, LUCKNOW .In partial fulfillment of the degree of Post Graduation (Master of
business administration). No work can be carried out without the help and guidance of
various persons. I am happy to take this opportunity to express my gratitude to those
who have been helpful to me in completing this project report.
At the outset I would like to thank Mr. Braj Raj Singh (Branch Manager) for his
valuable supervision and also thankful to Mr. Ambuj Pandey (specialAccount manager)
for his guidance and also Mr. Vishal Shukla, Mr. Abhishek Jaiswal , Mr. Sobit and Mr.
Shashank Kumar (Sales Executives ) for their valuable suggestions during the training
period.
I would be failing in my duty if I do not express my deep sense of gratitude to my
college mentor Mr. Gaurav Pande without his guidance it wouldn’t have been possible
for me to complete this project work.
Lastly I would like to thank my parents, friends and well-wishers who encouraged me to
do this research work and all those who contributed directly or indirectly in completing
this project to whom I am obligated to.
Thank you,
Ahmad Husain Khan (MBA 3rd SEM)

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Index
Chapter Description Page
no.
1. Introduction 8
2. Industry profile 16
3. Company profile 21
4. Researchmethodology 54
5. Data Analysis & Interpretation 60
6.. Findings 87
7. Suggestions 91
8. Conclusion 96
8. Bibliography 97
9. Annexure 1 98
10. Annexure 2 104
11. Annexure 3 106

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Executive summary
Making new customer and establishing relationship with existing customer is the
ultimate goal of most businesses. Ideally, you want to attract new customers to your
products and encourage repeat purchases.
The primary objective is to find the “Scope of digital marketing for Small and Medium
enterprises” and the secondary objective is to have clear understanding of the digital
advertising of Getit infomedia and make the prospective customer aware about the
services provided by Getit infomedia i.e. Advertisements of SMEs on :
1. www.google.com
2. www.facebook.com
3. www.yahoo.com
4. www.getit.com
Or creating web sites for their organization which will contain the complete detail on
that particular organization.
This study is made to make prospective customers (SMEs owners) aware about the
services and products of Getit infomedia and how it will be helpful in the growth of their
SMEs and encourage them to go for digital marketing. Analysis and interpretation has
been done on basis of primary data which is collected through questionnaire, interview,
and survey of people related with different areas.
The study reveals that the Getit infomedia has built its Advertising among a relatively
good number of people in an around Lucknow, People prefer Getit infomedia due to its
competitive package structures, fast reaching platform, prompt direct &online response,
apart from tips and guidance from the company.

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INTRODUCTION
This project contains the face of current scenario of digital marketing and its
tremendous effect over SMALL AND MEDIUM ENTERPRISES, as service is our main
subject of working in project. Importance of print & online service is described as
follows:-
1) Global, 24*7 online visibilities.
2) It presents you in front of buyer without leaving the office.
3) Business enquiries from your target market.
4) Present clients products/ services where you can never be reaching.
5) So the aim of this report is to understand concept of online service, website
promotion, and its effect over SMALL AND MEDIUM ENTERPRISES.
Market study is an essential process to develop the company collection of data,
analyzing, reporting of the data to specific situation to any marketing activities that the
Company is facing with the increase in the competition & the development of various
marketing activities. Marketing includes all the activities like promotion, distribution,
advertising etc. To fulfill the all Segment of consumers. Marketing is also to convert
social needs into profitable opportunities. So this topic provides all the essentials to
theoretical knowledge with practical knowledge and to inculcate the efficiency. It is also
requirement for the company to improve their service and product quality for achieving
their ultimate goal.
Modern marketing calls for more than developing a good product, pricing it
attractively& making it accessible to target customers. Organization also need to
communicate their present& potential customers to communicate their present
organization, develops an effective strategy with the aim of creating awareness,

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developing knowledge, liking preference convictions among the organization target
audience with a view to convert them into prospective buyer.
Before going on profile of industries first let’s understand that what is SMALL AND
MEDIUM ENTERPRISES mean and what is DIGITAL MARKETING in brief and its scenario
in India.

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Definitions of Micro, Small & Medium
Enterprises
In accordance with the provision of Micro, Small & Medium Enterprises Development
(MSMED) Act, 2006 the Micro, Small and Medium Enterprises (MSME) are classified in
two classes:
(a) Manufacturing Enterprises- The enterprises engaged in the manufacture or
production of goods pertaining to any industry specified in the first schedule to the
industries (Development and regulation) Act, 1951) or employing plant and machinery in
the process of value addition to the final product having a distinct name or character or
use. The Manufacturing Enterprises are defined in terms of investment in Plant &
Machinery.
(b) Service Enterprises: The enterprises engaged in providing or rendering of
services and are defined in terms of investment in equipment.
The limit for investment in plant and machinery / equipment for manufacturing /
service enterprises, is given in the table:-

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Manufacturing Sector
Enterprises Investment in plant & machinery
Micro Enterprises Does not exceed twenty five lakh rupees
Small Enterprises More than twenty five lakh rupees but does not
exceed five crore rupees
Medium Enterprises More than five crore rupees but does not exceed
ten crore rupees
Service Sector
Enterprises Investment in equipments
Micro Enterprises Does not exceed ten lakh rupees:
Small Enterprises More than ten lakh rupees but does not exceed two
crore rupees
Medium Enterprises More than two crore rupees but does not exceed five
core rupees
MICRO, SMALL AND MEDIUM

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ENTERPRISES (MSME) SECTOR:
PROFILE
Quick Estimates of 4th Census (2006-07)
1. Number of MSMEs 26.1 million
2. Number of Manufacturing Enterprises 7.3 million
3. Number of Service Enterprises 18.8 million
4. Number of Women Enterprises 2.1 million (8%)
5. Number of Rural Enterprises 14.2 million (54.4%)
6. Employment 59.7 million
7. Per unit employment 6.24
8. Per unit fixed investment Rs.33.78 lakh
9. Per unit original value of Plant & Machinery Rs.9.66 lakh
10. Per unit gross output Rs.46.13 lakh
11. Employment per one lakh fixed investment 0.19
What is digital marketing?
Digital marketing is the advancement of your organization or brand using one or more
of the various digital channels, such as email, cellular phones, social networks and the
like. This could be a classy birthday greeting sent to the customer's smartphone, a
personally relevant coupon sent by SMS to the customer or a weekly newsletter than
includes updates and specials. Customers and affiliates are interested in receiving these
good news messages from SMEs, and DIGITAL MARKETING help SMEs owners to deliver
the messages to their customers and advance their business simply and effectively - no
prior knowledge required.

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The Advantages of Digital Marketing
The advantages of digital marketing are astronomical. First of all, this is a type of direct
marketing, with all of the advantages that come with it: personal attention to the
customer, motivation to action and more. Second, it's possible to create uniform
messages which are personally formatted for each recipient with great ease, for
example, by addressing the recipient by his first name or referring to activities
performed by the customer in the past. In addition, the use of digital marketing allows
you to measure quantitative results, giving you information about exactly who was
exposed to your message and when, and which actions the viewer performed as a
result. In addition, anyone can launch successful campaigns with digital marketing
without any prior knowledge and without hiring special professionals. With so many
significant advantages, digital marketing is a valuable addition to your business and
helps you achieve more for less.
Digital vs. Traditional Marketing
Until just a few years ago, the methods of advancing a brand were pretty limited.
However, since the communication and internet revolution, the ways you can reach
your customer have multiplied. Cellular coupons, a well-developed email campaign or a
customer survey on Facebook reach your customers in various situations and give a new
light to your business, thus complementing one another to strengthen your business.

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Why is digital marketing important?
1. Blank canvas to promote brand
2. Dynamic and available at all times
3. Results are measurable
4. Customers are usually hunters not browsers – they are looking to buy, which
results in very targeted and qualified traffic
5. Results in highest ROI
6. 5 of top 10 trafficked sites online are social media destinations
7. Ability to create brand ambassadors
8. Content travels virally
9. Everyone has a mobile phone
a. Geo-targeting (Geo-targeting is the practice of aiming advertisements for
products and services at specific markets based on the physical locations
of the potential buyers.)
b. Ability to develop applications
c. Ability to target, customizable and personal

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d. Supported by data – who received it, who opened it, who clicked and
who forwarded it
10. One of the most prevalent forms of advertising online – familiar to marketers
and consumers
11. Standardized creative – can be used across the web
12. Targeting flexibility
13. You only pay for results you get.

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Media penetration in India has seen enormous progress in the recent years with
advancements in technology and coverage, catering to a wide range of media audience
in terms of language, region, religion and content. A robust economic growth, growing
literate population and consumer spending power have contributed to an expanding
consumer base of various forms of mass media - newspapers, radio and television. The
new media such as the internet and mobile phones have also made significant inroads
since the early 2000’s.
The Indian media and entertainment
industry
The Indian media and entertainment industry includes print media, television, radio,
cinema and the internet. According to the FICCI-KPMG Media and Entertainment
Industry Report, 2009, revenues of the Indian media and entertainment industry in 2008
were Rs. 58,40,000 lakhs , compared to Rs. 52,00,000 lakhs in 2007 recording a growth
of 12.4%. Over the next five years, the industry is projected to grow at a Compounded
Annual Growth Rate (“CAGR”) of 12.5% to reach the size of Rs.1,05,20,000 lakhs by
2013. The growth in the entertainment industry has been aided by India’s rapid
economic growth. India’s gross domestic product grew by 7.50%,9.40%, 9.60% and 8.7%
in Fiscal 2005, Fiscal 2006, Fiscal 2007 and Fiscal 2008 respectively(Source: Economic
Survey of India 2008-09, Ministry of Finance, . Due to the growth in the Indian economy,
the growing Indian middle class is able to allocate a higher percentage of its monthly
expenditure on media and entertainment .In the last four years 2005-2008, the industry
recorded a cumulative growth of 15% on an overall basis.

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The Indian printmedia industry
Indian print media a readership base of over 2,500 lakhs, India is the second largest
print market in the world. Revenues from the Indian print media industry have grown at
a CAGR of 13.8%over last three years (2006-08). The newspaper segment has witnessed
growth at a CAGR of 13.7% for the period 2006-08 and the magazine segment has
witnessed growth at a CAGR of 15.4% for the same period. Further, growth in the
newspapers and magazines segment for the period 2009-13 is estimated to be at a
CAGR of 9.1% and 8.1%, respectively. (Source: FICCIKPMG Report 2009)
Revenues in the print media industry are primarily generated from subscription and
advertising. Subscription revenues have grown at a CAGR of 10.5% for the period 2006-
08 and advertisement revenues have grown at a CAGR of 16% over the same period.
Growth in advertisement and subscription revenues for the period 2009-13 is estimated
to be at a CAGR of 11% and 7.3% respectively (Source: FICCI-KPMG Report 2009).
Advertising revenue is in general related to economic growth in the country, and
subscription revenues is expected to grow Owing to structural growth drivers like rising
penetration, higher literacy levels and improving affordability of the media.
The newspaper segment has historically dominated the print segment in india. However
,the sector has witnessed significant development in 2008,especially in the first half with
the increase in the number of special interest publications (including B2B and B2C
magazines),launch of newspaper supplement as well as aggressive portfolio and
geographic expansion by different companies both in the national and regional space.
These developments have benefitted consumers due to increased availability of choices
and better product quality as well as the advertisers , providing them with the media to
reach a broader target audience.

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Online media
At about 150 million Internet users, India now has 3rd largest Internet population in the
world after China (at 575m) and the US (at 275m). At 150 million total Internet users,
the Internet penetration in India remains at 12 per cent vs. 43 per cent in China and 80
per cent in the US. However, the low penetration means that India presents
unmatchable growth opportunity for the Internet sector in coming years. In our view,
India will likely see golden period of the Internet sector between 2013 to 2018 with
incredible growth opportunity and secular growth adoption for E-Commerce, Internet
advertising, social media, search, online content, and services relating to E-Commerce
and Internet advertising.
Here is the India Internet outlook for 2013, the first year for this golden period.
We expect India to add 30 million new Internet users in 2013 and total Internet
population to touch 180mm. This implies a 20% growth in the Internet population.
As per our estimates, in 2012 India E-Commerce reached $550 million in gross revenue
(exc. Online travel and online classifieds) and we expect E-Commerce to touch $900
million in gross revenue by end of 2013.
While, top 8 cities in India may remain at 45 per cent to 65 per cent of total E-
Commerce for various E-Commerce companies, we believe that higher growth delta for
E-Commerce in 2013 will come from emerging cities. We define emerging cities as the
cities other than Top-40 cities in India e.g. Bhatinda in Punjab or Kota in Rajasthan.
As per our estimates, India Internet advertising generated $300 million in revenue in
2012 and can double in 2013 to reach $600 million. We believe that lots of Internet
advertising growth will come due to the rise in social media, mobile Internet, and non-
search and content driven online ad formats such as lead generation, affiliate

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marketing, and email marketing etc. models will likely either merge with each other or
take a niche vertical position.
The online advertising market in FY 2012-2013 has grown to reach INR 2260 crores,
which represents a y-o-y growth of29%.
Mobile media
According to the latest report of IAMAI and IMRB, of the total 150 million internet users
in India, there are around 87.1 million mobile internet users till Dec. 2012 and this
number is expected to reach 130.6 million by March 2014 and 164.8 million by march
2015.
According to Gartner, India’s mobile services market will reach Rs 1.2 lakh crore in 2013,
up 8% from 2012 revenue of Rs 1.1 lakh crore. India is still in a nascent stage of mobile
advertising with less than one percent market share. Media consumption is higher on
other platforms.

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CMD: Mr. Sanjeev Gupta (chairman)
CEO: Mr. Jaspreet Bindra
Industry: Print and Digital media
Founded in: 1986
Headquarter: Delhi
Area served: Internet and Print
Revenue: 110 crore
Website—www.getitgroup.in

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GETIT INFOMEDIA is India’s leading Directional Media Company, connecting buyer and
sellers through information products and services – including yellow pages, niche
business directories, classified media, tele-information services, online and mobile
media.
GETIT offers comprehensive, reliable and relevant information solutions across all
media, becoming the preferred destination for buyers and sellers, aided by easy-to-use
interfaces across print, voice, online & mobile platforms.
GETIT investors include Malaysia based ASTRO group – a cross media group with
presence in DTH TV services, commercial radio and TV programming and Hellion
Venture Partners - a leading VC fund.
GETIT has continually improved its product offerings and is widely accepted as the
industry leader in the directional media, yellow pages and search segment.
Over the last two decades, GETIT has built a strong national infrastructure and
professional team that delivers high quality of service offering value for money. The
company has a strong network of over 30 offices around the country with a team of
over 1200 salespeople.
Infomedia, is the pioneer of Yellow Pages in India. It currently is the largest directory
publisher and publishes “Infomedia Yellow Pages” in over 37 cities.
Over the years GETIT has introduced many award winning features in its products to
simplify the search experience. In this regard, our new online interface allows efficient
filtering of information to arrive at the most relevant results, almost instantly.

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ORIGIN OF THE COMPANY
GETIT Infoservices (P) Ltd, (formerly GETIT Infomedia) introduced the concept of Yellow
Pages in India under the brand name Infomedia Yellow Pages.
GETIT is originally part of the Delhi based TEJ Bandhu group, established in 1923 - one of
the oldest and leading media houses of India. The group, through its Urdu newspaper
‘Daily Tej’ and its founder – Lela Deshbandhu Gupta, had played a prominent role in
India’s freedom movement.
Originally, GETIT used to publish Official White Pages telephone directories in
association with the Department of Telecommunications. It went on to become the
largest publisher of telephone directories in India, publishing over 3.5 million directory
copies annually.
Since its inception, GETIT has helped local businesses grow by connecting them to more
and more customers in a cost effective manner. Almost always, the returns on their
investments with GETIT have been exceptional. This is echoed in the high rate of
customer retention. GETIT has grown along with its customers, by helping them forge
profitable relationships and expanding their reach and influence.
In 1996 the company ventured into classified advertising through introduction of
‘FreeAds’ – India’s first free-classified advertising paper. FreeAds has grown over the
years and now has operations in four cities. It has now spread onto online and voice.
In 2002, for the first time in India, GETIT introduced B2B and B2C – segmented yellow
pages for Industrial users and residential/office consumers respectively.

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Through 2002 - 2004, GETIT introduced Getit NOW, its 24 hr. tele information service, as
a bundled offering to its print yellow pages across 14 cities.
In 2005, GETIT introduced tradeget.com, its online B2B marketplace for exporters and
manufacturers.
In 2007, GETIT launched its WAP search for mobiles on wap.getit.in
In 2008, with a view to expand its operations, GETIT secured venture funding from
Hellion Ventures.
In 2009, in another first, GETIT has completely remodeled the yellow pages as Buying
Guides - all colour, glossy directories which are paginated by vertical categories –
providing a significantly enhanced user experience.
GETIT Infoservices acquires the infomedia one of the biggest local search businesses
that includes Infomedia Yellow Pages and AskMe in December 2012.
In 2013, February Getit infoservices started its online store portal for local market
(especially SME’S) named “GETIT BAZZAR” which allows local consumer for online
shopping. Present status and growth of company
VALUES
Fair: We intend to conduct all our business, transactions and relationships in a
manner that is fair to all parties and stakeholders.
Care: We Endeavour to have the element of “care‟ in all our relationships. These
include relationships with all stakeholders – customers, GETIT family members,
investors. As a philosophy, care must form a part of all our dealings, even with the
external environment and animate or inanimate objects.

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Share: We believe that true value is created when like-minded people - with common
objectives, values and vision albeit with complementary skills come together for a
common mission. We are happy to share the fruits of success with all key stakeholders.
MISSION/VISION
Relevant: The functionality and user experience of GETIT products and services is
customized for each medium (print, Voice, Online, Mobile) and category (Furniture,
Computers, Entertainment etc.) We strive to bring out the best user experience for each
medium. Similarly, the information and data fields presented are always relevant to the
category being searched.
Effective: We constantly improve the effectiveness of our services by striving to
maximize the number of satisfied transactions facilitated by our platforms. Effectiveness
is not measured in terms of the number of calls or clicks that we may generate for our
clients but by the percentage of conversions that we eventually catalyze. Similarly, for
our users, we strive to present the most appropriate vendors that match their queries.
Emphasis is on the quality of the match, not just the quantity.
Effortlessly: Our endeavor is to remove or at least to minimize the effort and pain
associated with the search process – both for buyers and sellers. The better the fitment
of the matches we provide, the less is the pain on both sides.

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Profitably: For buyers, most of our platforms are free to view. They offer relevant
and credible matches, instantly. Where time is money, time saved is money earned. For
sellers, most of them make an investment with us with a view to generate more
enquiries and business; our platforms offer a very high return on their investments
thereby maximizing their profits.
CHARACTERISTICS:
1. Simple: Simplicity is sometimes complicated! We invest a lot of effort to
provide a simple user experience across our platforms. We constantly endeavor
to simplify processes across our organization.
2. Innovative: We constantly innovate to bring simpler, better and more
effective solutions to the market. We try and adopt the most efficient and recent
technologies to bring out superior product experiences.
3. Effective: We strive hard to ensure that the functionality & features of our
products as well as the processes within the organization are effective. There is
an effort to constantly improve this effectiveness.
4. Dependable: As an organization, as a brand and as individuals, we strive to
make sure that we can be trusted and depended upon in all our interactions.
5. High Returns: We are passionate about making our services deliver the
highest return on the investments made by our customers in our services. We
also strive to ensure that our stakeholders make substantial returns on their
investments in us.

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CULTURE
Transparent: At GETIT we have an atmosphere of openness and transparency.
Each member has visibility of the broad direction that the organization is taking and the
key objectives being pursued. Feedback and participation is encouraged and
appreciated.
Execution Oriented: We have an execution oriented mindset and each member
is encouraged to meet deadlines and budgets.
Process Driven: We believe in formulating processes and guidelines for each task.
Through the ranks of the organization, emphasis is on adherence to defined procedures
and processes. We believe that end results will follow logically when the right processes
are followed. There is also feedback loop so that processes can be improved and
updated as per changing requirements.
Principled: We are committed to the basic principles of fairness, inclusion and
ethical business practices. We constantly endeavor to blend our background of originally
being a family owned organization and now being a truly professionally managed
company in a manner that brings out the best of both worlds.
Fun: The journey towards the goals needs to be enjoyable. We believe in fun in the
work place. The day to day stress of achieving targets and competing in the market are
engrained in our psyche such that we can enjoy these challenges. While we work hard, it
is also important to party hard!

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AWARDS AND ACHIVEMENTS
Over the years GETIT has won many prestigious awards, both for its business practices
and for its innovative products/services.
Jamunalal Bajaj Award for fair business practices
Bajaj Uchit Vyapar Puraskar for manufacturers, traders and associations for
promoting fair business practices is given by Council for Fair Business Practices
(CFBP). GETIT won the prestigious award in 1997
International Awards from the Yellow Pages
Association, USA:
Industry Gold: Customer Loyalty
Industry Silver: For Advertising Promotion
Industry Bronze: Focus on Usage
GETIT won Industry Excellence awards by the Yellow
Pages Association, in 2002 and 2003. It won the gold for its service
‘Trust Me’ in the category of Customer loyalty. The bronze was

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Awarded for the feature ‘Findex’ in the yellow pages. In 2003 GETIT won silver for a
direct marketing programmed with school students
Attributes of GETIT, the Directional
Media Specialist
• High availability: is predictably available, easily
• Performance: accessible 24x7
• Across platforms: available on print, voice, online, mobile – as preferred by the
user for that particular search
• Horizontal: serves information needs across categories
• Depth: provides relevant information, beyond contact details
• Accuracy: provides correct & updated information
• Comparisons: aids apples to apples comparisons
• Quick & simple: non cumbersome, easy to use
• Habit forming: The brand experience encourages repeat visits & word-of-mouth
promotion
• Credibility: over two decades of trust

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Getit as Creative & Directional Media
Creative Media
Herein Businesses/Brands (Sellers) create a desire for their products/services in the
minds of consumers (Buyers) some common Creative media used:
 Television
 Radio
 Newspapers
DirectionalMedia
Consumers (Buyers) always refer to Directional Media to locate Businesses / Brands
(Sellers) when they are ready to buy/consume the products/services offered Some
common Directional media used:
 Own Memory, Friends / Colleagues
 Yellow Pages/ Directories – print, info-lines, online
 Search Engines
 Concierge
Creative vs Directional
 Sellers seek Buyers vs. Buyers seek Sellers
 “Cut through clutter” vs. “Reassure to transact”
 Response can be measured
 Directional media completes ad cycle / complements creative media

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Creative and Directional
To be most effective, Creative media must always be used in conjunction with
Directional media. Directional media ensures that all the branding goodwill generated
through Creative advertising is converted into sales. It has been proven through
research that the effectiveness of Creative advertising is significantly enhanced when
used in conjunction with Directional ad spends.
PRODUCTS
GETIT has developed a brand new categorization system and has completely revamped
the usability experience of its products. The new categorization provides a superb
environment for advertising for businesses and makes it much easier to search for
information for the user. Getit has products in local & national search and classifieds.
ONLINE PRODUCT
GETIT.IN
GETIT’s online local search is available on www.getit.in. Armed with an extensive
database of products & services providers, across all industry segments, www.getit.in is
on its way to shaping India’s local search. It allows efficient filtering of information to
arrive at the most relevant results, almost instantly. Getit.in enables micro, small and
big enterprises to have a meaningful presence on the local search engine while
appropriately showcasing their products & services to an action oriented audience.
Key service offerings of Getit.in include:

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• Searchable company listings
• Online promotions by way of SEO / SEM
• Pay per action models (CPC, CPA, CPL)
• Branding solutions
• Website designing & hosting
• Business leads management
GOOGLE ADWORD
Google Adwords is-Advertising program created by Google for Internet advertising.PPC
Program, wherein you can place advertisement for your website based on a particular
keyword. Bidding based, highest bid ad reflects on the top search result. It’s an Ad
management system by which we can manage ads on
1. Google’s home page,
2. Google’s search partners (e.g. Ask and AOL)
3. Google’s properties (e.g. Gmail, Google+, YouTube etc.)
4. Google content partners

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GETIT BAZAAR
It is an online marketplace where buyer/consumer
gets a wide range of products options and
merchant/seller gets on opportunity to introduce himself online without any entry cost.
A merchant/seller who is dealing in courier-able product whether it is wholesale or
retail. It is mandatory for him to have a printer, e-mail Id and computer with internet
connection. A service can only be sold if it is sold in form of physical products and should
be courier-able
AD
AD

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HOTDEALS
Getit infoservices the Delhi based classifieds business, which had launched a deals
service website, Getit Hot Deals, in November 2011, offering deals from its partners
across various categories, has now launched native mobile apps for Android, BlackBerry
and Windows Phone, for the users of the service.
TRADEGET
Tradeget is the B2B vertical platform of Getit Tradeget is for buyers and suppliers to
connect, to collaborate, to communicate and to trade online.24x7, 365 days platform
for global buyers and suppliers to connect It is a platform for suppliers to list their

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businesses, showcase their products and enable businesses generate lead
GETITMALLS
A Online portal “getitmalls.com” aggregating information about all malls, market areas,
its retailers and ongoing promotional schemes. A mall voice helpline under 4444-4444
or 4444-444X A mall information App (Getitmall App) which can be downloaded and the
information can be accessed on the fly.
FREE ADS
Free Ads is a platform where one can buy, sell anything; it offers individual to sell/ offer
or buy products/ services in relation to the geography and is presented in categorized

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format. It also offers a reliable platform to post free ads in multiple categories. Free
classified ads imply that individual users can avail this buy, sell, anything service for free.
FACEBOOK ADS
PRINT PRODUCTS
YELLOW PAGES
The GETIT Buying Guides are targeted towards households, industries and offices that
can look for products & services on keywords and categories in the GETIT B2C & B2B
buying guides.

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To advertise in the buying guides for any of the cities that GETIT has a presence in, write
to us on customerservice@getit.co.in. An executive will call you to discuss the
advertising programmed.
Consumer buying guides
The consumer buying guides are targeted towards households and offices, so they can
look for products & services on keywords and categories in the GETIT B2C buying guides.

39
Business to business buying guides B2B
The business to business buying guides are targeted towards industries who can
advertise their products & services on keywords and categories in the GETIT B2B buying
guides. This ensures relevant calls and maximum return on Rate.
Bizlist directories
Bizlist gives information on companies & brands by name. Bizlist is brought out by GETIT
in Mangalore, Ernakulum, Coimbatore, Mysore, Bangalore, Trissur, Chennai, Tricky,
Madurai, Pondicherry, Thiruvananthapuram and Mumbai.
GETIT Free Ads
Classifieds services branded under ‘Getit Free ads’ allow consumers to ‘buy, sell,
anything!’. Advertising is free for private individuals. Buyers find the most choice. The
services are available across media in print, Voice & Online.

40
• Users can search for Classifieds ads
• Consumers can place private classified ads for free
• Businesses can place classified ads for a free
VOICE PRODUCTS
CALL GETIT
The GETIT voice service available at 044444 44444, nationally, makes it easy to get
contact details of businesses across India, very easy. A 24x7 service, it covers a wide
spectrum cities in India and is growing. Users can call in for information on companies or
product & service categories.

41
MOBILE PRODUCT
NOKIA NEARBY
WAP
Available on http://m.getit.in when accessed from mobile devices with GPRS
connectivity. Users can look for companies / brands by name or search for products &
services by categories. Making available the facility of search while the user is on the

42
move, it adds to the user experience. Users can also send an SMS to GETIT to get the
contact details of the businesses they are looking for.
MOBILE GETIT APPS
Getit app allows you to access instant information anytime, anywhere from your mobile
phone. Simply, install the Getit app on your mobile and get information at your
fingertips on nearest restaurants, hotels, etc.
They are available through application distribution platforms, which are typically
operated by the owner of the mobile operating system, such as the Apple App Store,
Google Play, Windows Phone Marketplace and Blackberry App World.
The Getit mobile app is your easy-to-use guide for local information.

43
Competitors of GETIT INFOSERVICES
GETIT INFOSERVICES PRODUCT
CATEGORIES
COMPETITORS
PRINT
ONLINE  Just dial
 Sulekha
 India Mart
 Alibaba
 EBay
 Shopclues
 Build bazaar
 Olx
 Quikr
 Tradeindia
 DIY Trade
MOBILE JUSTDIAL,
VOICE JUSTDIAL

44
Just Dial
Just Dial is a Bangalore based private company. Just Dial local search website provides
users access to any local information across leading cities and multiple categories with
extremely relevant search results instantly. Just Dial also offers listings for businesses,
enabling focused outreach via increased visibility for prospective customers optimizing
their advertising revenues.
“JustDial.com was aimed to make local search information available at the click of a
button and now we want to enrich the user experience & make life for the user more
and more comfortable. This new feature surely saves the user a lot of hassles”, says
V.S.S. Mani, Founder & MD, Just Dial Pvt.Ltd.
Just Dial is an open search application which gives users the liberty to define their
search whilst supporting it with intelligence that picks up synonyms and phonetics,
rendering much more effectiveness and ease-of-use. Unlike generic search engines, Just
Dial allows consumers to search for any local information by categorizing the query into
the company/ name or product/ service, local area (within cities) and even by price,
giving the user extremely relevant and tailored results.
Just Dial which has received a response hitting over 200,000 page views a day can
currently be availed on www.justdial.com across 28 cities in India. It can be also reached
through telephone by dialing 3999 99 99 and on mobile by sending an SMS to 53999
One of the most popular searches is the movies category where Just Dial not only allows
you to get show timings at nearest theatres but also provides links to online ticket
booking sites. With a few simple clicks of the mouse users can easily search and book
their movie tickets and head straight for the theatre.

45
Sulekha (Sulekha advertising Pvt. Ltd.):-
Sulekha.com is an Indian internet and mobile company offering a digital platform of
marketplaces anchored around multiple consumer needs in over 50 Indian and North
American cities. Chosen by Internet and Mobile Association of India (IAMAI) in 2012 as
India’s best multi-utility website, Sulekha integrates Local Search, Classifieds and
Ecommerce services, enhanced by member blogs, answers, reviews and ratings in these
marketplaces: Property, Cars, Home Needs, Office Needs, Education/Training, Lifestyle,
Movies, Gadgets, Travel, Buy/Sell, Deals. With operations in 11 cities, Sulekha employs
more than 1300 employees; its marketing slogan is: “Delightful discoveries. Everyday.
Sulekha.com was founded by Satya Prabhakar and Sangeeta Kshettry, and was
incorporated in India as Sulekha.com New Media Pvt. Ltd. in 2002. Sulekha has received
investments from Indigo Monsoon Partners, Norwest Venture Partners (NVP) and Mitsui
& Co. The directors on Sulekha’s Board are Param Parameswaran (Chairman), Satya
Prabhakar (Founder and CEO), Harish Raghavan (IMG), Promod Haque (NVP) and
Yasushi Okazaki (Mitsui & Co.)
Sulekha has its presence in 29 Indian cities (Delhi, Noida, Mumbai, Navi Mumbai,
Bangalore, Chennai, Hyderabad, Pune, Ahmedabad, Kolkata and Coimbatore) and at
least 9 North American cities (Chicago, New York, Toronto, Austin).
INDIA MART: - (WWW.INDIAMART.COM)
IndiaMART is an Indian internet limited company headquartered in Noida. The
company is best known for its B2B marketplace which matches buyers and suppliers.
IndiaMART attracts 1.6 million daily visitors with over 9.3 million daily page views.It was
also termed as India's largest B2B marketplace with a 60 percent market share by IAMAI

46
IndiaMART was founded in April 1996 by Mr. Dinesh Agarwal as a company specialising
in developing websites and later evolved into a directory. The full name of company is
IndiaMART InterMESH Limited (ISO 9001:2008 certified).
IndiaMART marketplace connects importers and exporters from across the world.
Revenue streams are through subscription packages which offer preferential presence
on the marketplace, ad-hoc business lead sales and certification services for small
businesses in conjunction with CRISIL. Revenues were Rs. 900 million in 2009-10 with a
valuation of Rs. 10 billion. IndiaMART also hosts tender information (mainly government
contract announcements) and is said to be the largest of such portals in India, with over
5,000 new ones added every day.
IndiaMART attracts 5 million buyers, 1 million registered suppliers with 650,000 hosted
catalogs.
IndiaMART's investors include The Times Group, Intel Capital and was also in talks
with Warburg Pincus for another round of investment, which fell through on differences
on valuations.
ALIBABA:-
Alibaba Group is a privately owned Hangzhou-based family of Internet-based E-
Commerce businesses that cover business-to-business online marketplaces, retail and
payment platforms, shopping search engine and data-centric cloud computing services.
In 2012, two of Alibaba’s portals together handled 1.1 trillion Yuan ($170 billion) in
sales, more than competitors’ eBay and Amazon combined. The company primarily
operates in the People’s Republic of China. The company is estimated to have a
valuation between $55 billion to more than $120 billion.
The company began in 1999 with the web domain Alibaba.com a business-to-
business portal to connect Chinese manufacturers with overseas buyers. Its consumer-

47
to-consumer portal Taobao, similar to American eBay, features nearly a billion products
and is one of the 20 most-visited websites globally. Alibaba Group's sites account for
over 60% of the parcels delivered in China.
Alipay, an online payment, escrow service, accounts for roughly half of all online
payment transactions within China. The vast majority of these payments occur using
Alibaba services.
Alibaba.com Limited ,the flagship company of Alibaba Group, is the world’s largest
online business-to-business trading platform for small businesses.
Founded in Hangzhou in eastern China, Alibaba.com has three major marketplaces. The
company’s English language international marketplace (www.alibaba.com) serves to
bring together importers and exporters from more than 240 countries and regions. The
China marketplace (www.1688.com) is developed for domestic business-to-business
trade in China. In addition, Alibaba.com offers a transaction-based wholesale platform,
AliExpress (www.aliexpress.com), which allows smaller buyers to buy small quantities of
goods at wholesale prices.
The company claims that together these marketplaces have more than 79 million
registered users.
1688.com recently launched a new direct channel that is responsible for USD 30 million
in daily transaction value.
eBay:-
eBay Inc. is an American multinational internet consumer-to-consumer corporation,
headquartered in San Jose, California. It was founded in 1995, and became a notable
success story of the dot-com bubble; it is now a multi-billion dollar business with
operations localized in over thirty countries. The company manages eBay.com, an online
auction and shopping website in which people and businesses buy and sell a broad

48
variety of goods and services worldwide. In addition to its auction-style selling’s, the
website has since expanded to include "Buy It Now" standard shopping; shopping
by UPC, ISB, or other kind of SKU(via Half.com); online classified advertisements (eBay
Classifieds); online event ticket trading (via StubHub); online money transfers
(via PayPal) and other services.
Shopclues (Shopclues.com)
ShopClues.com is an online retail website founded in Silicon Valley, USA,
It was founded in July 2011 in Silicon Valley by the alumni of Washington University and
Wall Street Internet Analyst Sandeep Aggarwal and eBay’s former Global Product Head
Sanjay Sethi.
The company started in Silicon Valley, California and is located in Gurgaon, Haryana and
maintains 4 offices in India and two fulfillment centers.
 Silicon Valley, California (USA)
 Gurgaon, Haryana
 New Delhi, Delhi
 Baroda, Gujarat
 Mumbai, Maharashtra
Buildabazaar:-
Buildabazaar.com is an online e-commerce platform built by Infibeam. The technology
infrastructure of infibeam.com was extended as an e-commerce platform and launched
as buildabazaar in 2011. It is a self-service platform where users can create an e-
commerce store, upload their product catalog, customize their site and sell their

49
products. Buildabazaar is offered as aSaaS platform for creating online retailing stores
and travel booking sites.
The e-commerce technology infrastructure of Infibeam was built with an intention to be
extended to others. Vishal Mehta, the CEO of Infibeam, was quoted saying "from day
one, the strategy was two-pronged... the technology platform that powered the portal
would be rented out to various brands." Prior to launching buildabazaar.com, Infibeam
built online stores for Hidesign, Prestige and Crossword using its ecommerce platform.
The platform was then modified to allow any merchant to setup an online store and it
was opened up for everyone as buildabazaar.com in May 2011.
Business Model of buildabazar.
Buildabazaar is offered as a SaaS model with monthly subscription fees. The Silver plan
at Rs.1000 per month supports upto 300 products while the Gold plan at Rs.2500
supports upto 5000 products. The platinum plan offered on request basis doesn't have
limit on no. of products. The platform allows retailers to sell Infibeam’s catalouge of 12
million products in addition to their own products. Infibeam pays 1 to 1.5 per cent
commission to the retailer for all Infibeam products. The website also allows anyone to
create a free trial store for 15 days. The merchants who sign up for buildabazaar are
given exclusive access to be a part of the controlled marketplace of infibeam.com.
Quikr:-
Quikr is an online classifieds company based in Mumbai, India. Quikr was launched on
12 July 2008 and is currently present in 900 cities across India. Quikr provides the local
community with a platform to help them buy, sell, rent and find something and address
needs across many categories. These categories numbering over 12 and sub-categories
over 140 range from Mobiles, real estate, cars, services, jobs, entertainment, furniture,
electronics etc.

50
The company is backed by Matrix Partners India, Omidyar Network, Norwest Venture
Partners and invested in by eBay Inc. Quikr was formerly known as Kijiji.in
Olx:-
OLX, Inc. operates an online classifieds site. It enables users to design ads with pictures
and videos; control their selling, buying, and community activity in My OLX; display their
ads on the social networking profile; access the site from their mobile phone; and view
OLX account in their local language. The company offers its services in the United States
and internationally. OLX, Inc. was founded in 2006 and is based in New York, New York.
As of August 4, 2010, OLX, Inc. operates as a subsidiary of Myriad International Holdings
B.V.
OLX is an internet company based in New York City and Buenos Aires, Argentina. The
OLX website hosts free user-generated classified advertisements for urban communities
around the world and provides discussion forums sorted by various topics.
OLX gained prominence upon announcing a partnership with Friendster, the social
networking website. The story was covered by dozens of media publications, including
the New York Times,and was a topic of debate among bloggers.
The company was co-founded in March 2006 by Internet entrepreneurs Fabrice
Grinda and Alec Oxenford.
OLX is used in over 105 countries in 40 languages. The company was founded in March
2006 and is privately held. As of January 2011, OLX is available in 96 countries and 45
languages. In August 2009, OLX was named a good competitor to Craigslist in the United
States by TechCrunch.

51
Tradeindia:-
TradeIndia is an online Business to Business (B2B) portal for small businesses based in
India and across the globe. The portal was started in 1996 by Bikky Khosla and is
presently maintained and promoted under the flagship company, Infocom Network
Ltd. The company is headquartered in New Delhi, India, and has branch offices in 35
cities across India. It employs over 1200 professionals.
The company has published Exporters Yellow Pages since 1990 and in 1996 started the
web portal tradeindia.com to provide online directory services to the global export-
import community.
The portal provides information about Indian and global sellers and buyers with over
1,200 product categories and sub-categories. The main products and services offered by
the portal include online business catalogs, DialB2B, Trade Alerts, Call Me Free
Service, credit reports and trade leads. The portal has a separate section on trade
shows and the company regularly participates in global and domestic trade shows. The
portal also has a special mobile-optimised version for mobile phone users.In 2009, the
company launched two vertical portals to cater to the business requirements of SMEs –
one a news-based portal called smetimes and the other a separate section showcasing
suppliers from China. The portal claims to be the first Indian B2B portal to have more
than 2 million registered users, of which 1.3 million are SMEs.

52
DIYTrade:-
DIYTrade has been introduced and run steadily since 1999, it has almost 1.5 million
registered members from more than 200 countries and regions. Through a leading-edge
technology and clear positioning, it has become the preferred site of the world's
merchant for procurement and promotion of goods.
Top search engines such as Google, Bing, Baidu etc will collect information from
DIYTrade more than 30 million times every month. Through our search engine
optimization (SEO), your website can get good ranking in the search result.
We have servers located in the United States, Europe ,Japan, Beijing, Shanghai,
Guangdong and Hong Kong to ensure visitors around the worlds can enjoy a stable and
fast connection to DIYTrade.

53
My Role and responsibility in the
organization
I was doing my training as a project trainee and my training period was 2 months.
My responsibility in this training period was:
i. I had to visit daily to all type businesses like- Dealer, Wholesaler, Retailer,
Distributer, service centers etc.
ii. There I had to interact with client/customer and ask them about their business
details, for this I had customer information form i.e. questionnaire.
iii. Beside this, I used to tell them about the product & services of GETIT. If any
customer shows their interest, that is called lead for the company. For this I had
contract form also which is filled when existing user wants to buy new products &
services of GETIT or if any new customer wants to buy any of the product & services
of it.
iv. We also played a role of increasing the awareness of GETIT.
OBJECTIVE OF STUDY
 To collect information of Business establishment/commercials/SMEs which
include details of establishment, contact person, contact number, nature of
business/services, etc.
 To identify prospective customers for yellow pages and digital.
 To find out the existing competitors of Getit infomedia.
 To study the important factor that promotes satisfaction among customers in
respect to Getit infoservices.
(Note: Collection of information of business establishment and SMEs has done
through the customer information form which is added in annexure)

54
SCOPE OF STUDY
 To know the prospective customers.
 This research study helps to ascertain the strength and weakness of product &
services of getit infoservices.
 This study will help to know the improvements which can be made to improve
the present services.
 There is scope to know how the advertisement effect on consumer behavior and
also know the effectiveness of online marketing
 Under this project the researcher had tried to find out both the Future of Online
Promotion as well as The Level of Satisfaction amongst the existing current
clients of GETIT.
 Project also helps to find out the target market for the company.
 There are some factors which can increase customer satisfaction and create
brand loyalty.
 Information which are needed by the company to make new policies and
strategies collected that is very beneficial for the company.

56
Data collection method:
1 Primary data collection method,
2 Secondary data collection method
Primary data is original, problem or project specific and collected for the specific
objectives and needs spelt out by the researcher. The authenticity and relevance is
reasonably high.
a) Structured Questionnaire,
b) Personal interview,
c) Call interview
Secondary data is information that is not topical or research specific and has
been collected and compiled by some other researcher or investigative body. It is
recorded and published in a structured format. For example,
a) Company Literature
b) Internet
Research Design
Research Design was originally constituted as primarily research into the process of
design, developing from work in design methods, but the concept has been expanded to
include research embedded within the process of design, including work concerned with
the context of designing and research-based design practice. The concept retains a
sense of generality, aimed at understanding and improving design processes and
practices quite broadly, rather than developing domain-specific knowledge within any
professional field of design.

57
Exploratory research designs: are the simplest, most flexible and most
loosely structured designs. As the name suggests, the basic objective of the study is to
explore and obtain clarity on the problem situation.
Descriptive research designs: are more structured and formal in nature. As
the name implies the objective of these studies is to provide a comprehensive and
detailed explanation of the phenomena under study.
Types of Measurement Scale
Nominal scale: This is the lowest level of measurement. Here, numbers are
assigned for the purpose of identification of the objects. Any object which is assigned a
higher number is in no way superior to the one which is assigned a lower number.
Example:
• Are you married?
(a) Yes (b) No
 Married person may be assigned a no. 1.
 Unmarried person may be assigned a no. 2.
The assigned numbers cannot be added, subtracted, multiplied or divided. The only
arithmetic operations that can be carried out are the count of each category. Therefore,
a frequency distribution table can be prepared for the nominal scale variables and mode
of the distribution can be worked out

58
Likert scale
 The respondents are given a certain number of items (statements) on which they
are asked to express their degree of agreement/disagreement.
 This is also called a summated scale because the scores on individual items can
be added together to produce a total score for the respondent.
 An assumption of the Likert scale is that each of the items (statements)
measures some aspect of a single common factor; otherwise the scores on the
items cannot legitimately be summed up.
 In a typical research study, there are generally 25 to 30 items on a Likert scale.

59
Methods and tools used for this project
report:
Researchapproach : Survey Method
Data Collection : 1. Primary data:
a) Structured Questionnaire,
b) Personal interview,
c) Call interview
: 2. Secondary data
a) Company Literature
b) Internet
Area for Research : Lucknow city
Researchinstruments : Questionnaire
Sample size : 200 people
Researchdesign : Exploratory and Descriptive design
Type of survey : Direct interview, Pilot survey and online survey

60
Data analysis & Interpretation

61
1. Educational qualification.
INTERPRETATION:-
According to the analysis of data easily it can be inferred that out of the sample of 200
persons 50% are graduate, 45.50% are post graduate and 4.50% are not even graduate.
CONCLUSION:-
From the above data it can be clearly concluded that from the sample of 200 persons
100 are graduate, 91 are post graduate and 9 are under graduate. So the majority of
graduates and post graduates are higher than under graduate who uses social media.
4.50%
50%
45.50%
UNDER GRADUATE
GRADUATE
POST GRADUATE

62
2. OCCUPATION
INTERPRETATION:-
From the above data it is conferred that out of the total sample each category has got
equal participation and no category is less than or higher than others.
CONCLUSION:-
The above data can easily conclude that out of 200 persons 50 are students, 50 are
servicemen, 50 are self employed, and 50 are businessmen. All the groups have got
equal majority among the samples.
25%
25%25%
25% student
servicemen
self employed
businessmen

63
3. Do you currently have a social media presence?
ANALYSIS:-
SAMPLE SIZE (n) = 200
PEOPLE SAID YES = 184
PEOPLE SAID NO = 16
CONFIDENCE LEVEL (Z) = 95.5%
MEAN (𝑿) = np = 200*92/100 = 184
CONFIDENCE LEVEL (95.5%) TAKEN FROM TABLE = 2.0
SAMPLE STANDARD DEVIATION = √ 𝑝𝑞/𝑛
p (%tag of population said YES, when converted into fraction) = 92/100 = 0.92
q (%tag of population said NO, when converted into fraction) = 8/100 = 0.08
n ( sample size) = 200
= √0.92 ∗ 0.08/200
= 0.01918
92%
8%
yes
no

64
AFTER ESTIMATION OF THE SAMPLE SIZE WITH THE HELP OF THIS FORMULA:- 𝑿 ±
𝒁√ 𝑿
=184-2*0.01918 & 184+2*0.1918
=183.96/2 & 184.038/2
WE GET TWO VALUES = 91.98% & 92.02%
INTERPRETATION:-
There are 95% chances that out of every 100 person from the population as a sample
91.98% to 92.02% people are currently having social media presence.
CONCLUSION:-
Taking into the consideration the objective of this research, social media has limited
impact in promotion of business of small and medium enterprises. Also through other
research it is said that the social media presence in Lucknow has high growth rate.

65
4. Which social media platforms do you use?
INTERPRETATION:-
From the above data it is inferred that from the sample of 200 persons 66% of the
samples are the users of Facebook and optimum number of persons use Google+,
LinkedIn and YouTube and there %tags are 15%, 12.50%, and 6.50% respectively.
CONCLUSION:-
Above data concludes that out of 200 samples 132 persons are the users of Facebook
and Google+, LinkedIn and YouTube has got the users 30, 25 and 13 respectively. Out of
200 persons there is not even a single user of twitter and Flickr which elaborates that
Facebook can be proved more effective social media for small and medium enterprises.
66%
15%
12.50%
6.50% 0 0 0 Facebook
Google+
LinkedIn
Youtube
Twitter
Flickr

66
5. What type of content do you share?
INTREPRETATION:-
From the given data it can be inferred that from the sample of 200 persons those who
share the content like events and networking information, news and updates and
photographs are 26.50%, 32% and 41.50% respectively. The percentage of persons who
shares brand following and videos are 0%.
CONCLUSION:-
Above data concludes that from the sample of 200 persons those who share event and
networking information and news and updates and photograph is 53, 64 and 83 but
simultaneously there is no person who share video and brand following among the
sample on social media.
26.50%
32%
41.50%
0% 0%
EVENT AND NETWORKING
INFORMATION
NEWS AND UPDATES
PHOTOGRAPH
BRAND FOLLOWING
VIDEOS

67
6. How useful do you think that social media has been for
promotion?
ANALYSIS:-
AS WE KNOW THAT THIS DATA IS BASED ON LIKERT SCALE, WE WILL GIVE A PERTICULAR
NUMBER TO EACH SCALE.
VERY USEFUL= 5, QUITE USEFUL=4, NEITHER USEFUL NOR USELESS=3,
DQUITE USELESS=2, TOTALLY USELESS=1
NO. OF SAMPLES=200
VERY USEFUL= 5*200=1000 → 801 ↔ 1000
QUITE USEFUL= 4*200=800→ 601 ↔ 800
NEITHER USEFUL NOR USELESS= 3*200=600→ 600
QUITE USELESS= 2*200=400→ 599↔ 400
TOTALLY USELESS= 1*200=200→ 399↔ 200
WE HAVE TO MULTIPLY THE GIVEN SAMPLE UNITS TO THE ASSUMED SCALE AND ADD
ALL THE RESULTS TO GET THE RANGE
81%
11%
7.50% 0.50% 0% Very useful
Quite useful
Neither useful nor
useless
Quite useless
Totaly useless

68
VERY USEFUL= 5*162=810
QUITE USEFUL= 4*22=88
NEITHER USEFUL NOR USELESS= 3*15=45
QUITE USELESS= 2*1=2
TOTALLY USELESS= 1*0=0
WHEN WE ADD THE WHOLE SAMPLE UNITS WE GET,
810+88+45+2+0=945
INTERPRETATION:-
According to the analysis of data the value 945 falls in the category of very useful
category which states that social media has been very useful for the promotion of
products and services.
CONCLUSION:-
Despite the fact that 99% people feels that organization should use social media in there
day to day operation and 98.50% of the sample recommend to other organization to use
social media for the promotion of products and services. These things clearly elaborate
that social media is very useful for promotion of products and services.

69
7(a)-Social media is effective for brand awareness.
ANALYSIS:-
As we know that this data is based on likert scale, we will give a particular no. To each
scale.
STRONGLY AGREE= 5, AGREE=4 , NEUTRAL=3 , DISAGREE=2 , STRONGLY AGREE=1
NO. OF SAMPLES=200
STRONGLY AGREE= 5*200=1000 → 801 ↔ 1000
AGREE= 4*200=800→ 601 ↔ 800
NEUTRAL= 3*200=600→ 600
DISAGREE= 2*200=400→ 599↔ 400
STRONGLY DISAGREE= 1*200=200→ 399↔ 200
We have to multiply the given sample units to the assumed scale and add all the results
to get the range,
99
97
3
0
1
0 50 100 150
Social media is
effective for brand
awareness
STRONGLY DISAGREE
DISAGREE
NEUTRAL
AGREE
STRONGLY AGREE

70
STRONGLY AGREE- 5*99=495
AGREE- 4*97=388
NEUTRAL- 3*3=9
DISAGREE- 2*0=0
STRONGLY DISAGREE- 1*1=1
When we add the whole sample units we get,
495+388+9+0+1=893
Interpretation:
According to the analysis of data the value 893 falls in the category of strongly agree
which states that social media one of the very effective tool for brand awareness.
Conclusion:
Despite of the fact that around 92% of people have presence on social media and 81%
of people finds that social media is effective for the promotion of products and services,
it becomes clear that social media is effective for brand awareness.

71
7(b)-Social media has changed the way marketing is done in
current scenario.
ANALYSIS:-
scale.
STRONGLY AGREE= 5, AGREE=4, NEUTRAL=3, DISAGREE=2, STRONGLY AGREE=1
NO. OF SAMPLES=200
STRONGLY AGREE= 5*200=1000 → 801 ↔ 1000
AGREE= 4*200=800→ 601 ↔ 800
NEUTRAL= 3*200=600→ 600
DISAGREE= 2*200=400→ 599↔ 400
to get the range,
107
79
3
8
3
0 50 100 150
Social media has changed
the way marketing is
done in current scenario.
STRONGLY DISAGREE
DISAGREE
NEUTRAL
AGREE
STRONGLY AGREE

72
AGREE- 4*79=316
NEUTRAL- 3*3=9
DISAGREE- 2*8=16
535+316+9+16+3=879
INTERPRETATION:-
According to analysis of data, the value 879 falls in strongly agree category. Which states
that social media has changed the way marketing is done in current scenario.
CONCLUSION:-
Despite the fact around 92% of people have presence in social media, most of them
perceived that social media has changed the way marketing has done in current
scenario.

73
7(c)-Social media is effective medium of selling products and
services.
ANALYSIS:-
scale.
NO. OF SAMPLES=200
STRONGLY AGREE= 5*200=1000 → 801 ↔ 1000
AGREE= 4*200=800→ 601 ↔ 800
NEUTRAL= 3*200=600→ 600
DISAGREE= 2*200=400→ 599↔ 400
to get the range,
64
120
10
5
1
0 50 100 150
Social media is effective
medium of selling products
and services
STRONGLY DISAGREE
DISAGREE
NEUTRAL
AGREE
STRONGLY AGREE

74
AGREE- 4*120=480
NEUTRAL- 3*10=30
DISAGREE- 2*5=10
320+480+30+10+1=841
INTERPRETATION:-
According to the analysis of data the value 841 falls in the category of strongly agree
category, which states that social media is one the effective medium of selling products
and services.
CONCLUSION:-
Despite of the fact that around 92% of people have presence on social media and 81%
of people finds that social media is effective for the promotion of products and services,
it becomes clear that social media is effective for selling products and services.

75
7(d)-Social media is effective for advertising a product or service.
ANALYSIS:-
scale.
NO. OF SAMPLES=200
STRONGLY AGREE= 5*200=1000 → 801 ↔ 1000
AGREE= 4*200=800→ 601 ↔ 800
NEUTRAL= 3*200=600→ 600
DISAGREE= 2*200=400→ 599↔ 400
to get the range,
82
101
39
4
1
0 50 100 150
Social media is effective
for advertising a product
or service
STRONGLY DISAGREE
DISAGREE
NEUTRAL
AGREE
STRONGLY AGREE

76
AGREE- 4*101=404
NEUTRAL- 3*13=39
DISAGREE- 2*2=4
401+404+39+4+2=850
INTERPRETATION:-
According to the analysis of data, the value 850 falls in strongly agree category, which
states that social media is very effective medium of selling products and services.
CONCLUSION:-
Despite the fact that 81% of the people think that social media is useful for the
promotion of products and services and 98% of the people recommend to their
organization to use social media to promote their product and services which concludes
that social media is effective for advertising a product and service.

77
7(e)-Social media is a best way of engaging with consumers.
ANALYSIS:-
scale.
NO. OF SAMPLES=200
STRONGLY AGREE= 5*200=1000 → 801 ↔ 1000
AGREE= 4*200=800→ 601 ↔ 800
NEUTRAL= 3*200=600→ 600
DISAGREE= 2*200=400→ 599↔ 400
to get the range,
79
96
19
3
3
0 20 40 60 80 100 120
Social media is a best way
of engaging with
consumers
STRONGLY DISAGREE
DISAGREE
NEUTRAL
AGREE
STRONGLY AGREE

78
AGREE- 4*96=384
NEUTRAL- 3*19=57
DISAGREE- 2*3=6
395+384+57+6+3=845
INTERPRETATION:-
According to the analysis of data the value 845 falls in the category of strongly agree,
which states that social media is a best way to engage with customers.
CONCLUSION:-
Despite the fact around 99% people suggest other organization to use social media in
there day to day operation and 92% people have presence in social media, most of
them perceived that social media is the best way to engage with customers.

79
7(f)-I am satisfied with the existing social media tools in
communication
ANALYSIS:-
scale.
NO. OF SAMPLES=200
STRONGLY AGREE= 5*200=1000 → 801 ↔ 1000
AGREE= 4*200=800→ 601 ↔ 800
NEUTRAL= 3*200=600→ 600
DISAGREE= 2*200=400→ 599↔ 400
WE HAVE TO MULTIPLY THE GIVEN SAMPLE UNITS TO THE ASSUMED SCALE AND ADD
ALL THE RESULTS TO GET THE RANGE
29
150
14
5
2
0 50 100 150 200
I am satisfied with the
existing social media
tools in communication
STRONGLY AGREE2
DISAGREE
NEUTRAL
AGREE
STRONGLY AGREE

80
AGREE- 4*150=600
NEUTRAL- 3*14=42
DISAGREE- 2*5=10
145+600+42+10+2=799
INTERPRETATION:-
According to the analysis of data, the value 799 falls in the category of agree but it is too
closer to the category of strongly agree, which states that the majority of samples says
that they are satisfied with the existing social media.
CONCLUSION:-
Despite the fact that around 81% of the people think that social media is useful for the
promotion of products and services and around 92 % of people have presence in social
media itself express that it’s a very good medium of communication.

81
8. For what purpose(s) does your organization use social media?
INTERPRETATION:-
From the above data we can infer that out of 200 samples 27.50% people have their
purpose to advertise their products and services, 13% to gain feedback from customers,
12.50% to engage with customers, 4.50% to offer promotional items, 16% for b2b
purpose, 14% to increase brand awareness, and 12.50% to analyses the competition.
CONCLUSION:-
The above data concludes that among the sample of 200: 56 people have their purpose
to advertise their products and services, 26to gain feedback from customers, 25 to
engage with customers, 9 to offer promotional items, 32for b2b purpose, 28to increase
brand awareness, and 25 to analyze the competition.
27.50%
13%
12.50%
4.50%
16%
14%
12.50%
To advertise products/services
To gain feedback from customers
To engage (in conversation) with customers
To offer promotional items e.g. coupons/gift
vouchers
For business to business purposes e.g. LinkedIn
To increase brand awareness
To analyze the competition

82
9. Would you recommend using social media to another
organization, as a tool to promote products & services?
ANALYSIS:-
PEOPLE SAID YES = 197
PEOPLE SAID NO = 3
MEAN (𝑿 ) = np = 200*0.98 = 196
𝑿 = 196
CONFIDENCE LEVEL (Z) WHEN TAKEN FROM THE TABLE = 2.0
SAMPLE STANDERD DEVIATION = √ 𝑝𝑞/𝑛
p (%tag of population said YES, when converted into fraction) = 98.5/100 = 0.98
q (%tag of population said NO, when converted into fraction) = 1.5/100 = 0.015
98.50%
1.50%
YES
NO

83
= √0.98 ∗ 0.015/200
= 0.00875
AFTER ESTIMATION OF THE SAMPLE SIZE WITH THE HELP
OF THIS FORMULA = 𝑿 ± 𝒁√ 𝑿
= 184-2*0.0085 & 184+2*0.0085
= 183.983/2 & 184.017/2
INTERPRETATION:-
There are 95%chances that out of every 100 person taken as sample form the
population, 91.99% to 92.00% people will recommend to use social media to another
organization as a tool to promote products and services.
CONCLUSION:-
By taking into consideration the objective of this research social media has limited
impact as a tool to promote products &SERVICES.

84
10. Do you feel that your organization should use social media
more in its day to day operations?
ANALYSIS:-
NO.OF PEOPLE SAID YES = 198
NO. OF PEOPLE SAID NO =2
MEAN (𝑿) = np = 200*0.99 = 198
CONFIDENCE LEVEL (95.5%) TAKEN FROM TABLE = 2.0
SAMPLE STANDARD DEVIATION = √ 𝑝𝑞/𝑛
p (%tag of population said YES, when converted into fraction) = 99/100 = 0.99
q (%tag of population said NO, when converted into fraction) = 1/100 = 0.01
= √0.99 ∗ 0.01/200
99%
1%
YES
NO

85
= 0.0070
ESTIMATION: - 𝑿 ± 𝒁√ 𝑿
= 198 – 2 *0.0070 & 198 + 2 *0.0070
=197.98/2 & 198.014/2
= 98.99 & 99.00
AFTER ESTIMATION OF THE SAMPLE SIZE THROUGH THIS FORMULA:- 𝑿 ± 𝒁√ 𝑿
INTERPRETATION:-
There are 95% chances that out of every 100 person from the population 98.99% to
99.00% people feels that organizations should use social media more in its day to day
operation.
CONCLUSION:-
By taking into consideration the objective of the research social media has limited
impact over the organization who use it in there day to day operations.

86
Limitations and Problems
 Less interest of the customer to fill the questionnaire.
 Some of the questionnaire was filled in hurry by customers due to which there
were no accurate answers given by the client/customer.
 Some of the respondents were not willing to respond.
 The result of the study is applicable to Lucknow city.

88
FINDINGS
1. Each and every age grouped people and who belongs to any occupation has got
his presence on social media. Student, Serviceman, Businessman, Self employed
every category of people has got presence on social media site.
2. In current market scenario there are so many numbers of social media site
present over internet like Facebook, Google+, Twitter, LinkedIn, YouTube, Flickr
and among them Facebook is one of the most famous social media. Advertising
and marketing of the products and services through Facebook will be most
beneficial and effective medium.
3. Among 200 person 81% of them think that social media is very useful medium
for the promotion of products and services and now a day’s more and more
SMEs owners are showing interest in advertising and marketing their products
through digital media.
4. 49.50% people are strongly agree while 48.50% people are agree with increasing
brand awareness through social media and it is done through the help of
Facebook, it will create greater impact over the mind of customers and target
market.
5. 53.50% people are strongly agree and 39.50% are agree that social media has
changed the way marketing is done in current scenario. Cellular coupons, a well-
developed email campaign or a customer survey on Facebook reach customers

89
in various situations and give a new light to the business, thus complementing
one another to strengthen your business.
6. 60% of the population says that they are completely agree that social media is
one of the very effective medium for selling products and services, because
purchasing products and services through online is not time consuming and also
provides a lot of range of products to choose and saves our time and money.
7. 92% of the population is agree that social media is very effective medium for
advertising products and services. Most of the people use to remain online all
day long so if the products are advertised over social media they will have a look
which will create a image of the products in their subconscious mind and also
they will share the information of the products to their friends and family
members and it will be an additional advantage for advertising over social media.
8. 87.50% people believes that social media in a best way to engage with people.
Small and medium enterprises can interact with their customers over social
media and they can also take the feedback to bring any improvement in their
product if required.
9. 89.50% people are in favors that they are satisfied with the existing social media
communication, because they do not have to go anywhere and they can directly
interact with the seller and can get the required knowledge of products and
services.

90
10. Social media in current market is also used to analyze the competition in the
market, to interact for business to business purpose, small and medium
enterprises use social media to offer promotional items e.g. coupons and gift
vouchers etc.

92
SUGGESTIONS
1. Company should invest more in expanding the capacity of Server because many
times in front of client website unable to open.
2. Company may give free trial packages of Executive Service for 7 days to new
customers, which might result in creating reliability of the services offered by the
company in the mind of customers.
3. After sales service is most important element in Service Marketing, so company
should make it sure that clients are always satisfied.
4. Marketing Department must do some promotional activity.
5. I also suggested to do aggressive marketing as well as to give trial packages to
customer that customer very satisfied from online services.
6. Because Askme.in, Getit best price & Getit bazaar.com is new launched website
so they have to invest some more money in server and marketing activity .It is
just like sowing a seeds result will come in future.
7. Company can give offers to the customers like, with print yellow page, online
listing.
8. Company can give at the max at least one enquiry to the customer /client and
keep the records.

93
9. They can either reduce the price of the products, according to the company’s
requirement.
10. On the basis of pricing strategy Getit infoservices can value to the customer’s
payment, by giving services like offers and goods enquiries.

94
Conclusion
Completing this project as a part of MBA curriculum has been a great experience for me.
The project gave me the opportunity to work in real life situation which cannot be
simulated in the classroom. The learning which I have got will be an asset throughout my
life.
In this I studied about the attitude of the SMEs owner and the reason behind advertising
and marketing their products through digital media
Throughout this I came to a conclusion that Getit infomedia is fastest growing
organization in the field of digital marketing and Business directories among
Businessmen, servicemen, students and self employed.
Getit infomedia should come up with newer promotional ideas to reestablish faith in the
consumers’ mind regarding the value associated with it.

95
BIBLIOGRAPHY
Books
Research methodology by C.R. Kothari, Vikas Publication
Business statistics by M.K Gupta, Vikas Publication
Marketing Management by Philip Kotler, Pearson Publication
Websites
www.getitinfoservice.com
www.google.com
www.getitinfomedia.com
www.getitbazaar.com
www.yellowpages.co.in
www.dcmsme.gov.in
www.inwise.com
http://tmp.ucsb.edu
https://en.wikipedia.org

97
NAME: _______________________________ MOBILE NO. _______
1. EDUCATIONAL QUALIFICATION
a.UNDER GRADUATE
b.GRADUATE
c.POST GRADUATE
2. OCCUPATION
a.STUDENT
b.SERVICEMAN
c.BUSINESSMAN
d.SELF EMPLOYED
3. Do you currently have a social media presence?
a.Yes
b.No
4. Which social media platforms do you use?
a.Facebook
b.LinkedIn
c.Twitter
d.YouTube
e.Google+
f. Flickr
g.Other: Please specify _______________

98
5. What type of content do you share?
a.News and updates
b.Events and networking information
c.Photographs
d.Videos
e.Brand following
f. Other:_________________
6. How useful do you think that social media has been for promotion?
a.Very useful
b.Quite useful
c.Neither useful nor useless
d.Quite useless
e.Totally useless
7. on the scales of 1-5 below, please state how much you agree with each
statement? *
STRONGLY
AGREE
AGREE NEUTRAL DISAGREE
STRONGLY
DISAGREE
Social media is
effective for
brand awareness
Social media has
changed the way
marketing is
done in current
scenario.

99
Social media is
effective
medium of
selling products
and services
Social media is
effective for
advertising a
product or
service
Social media is a
best way of
engaging with
consumers
I am satisfied with
the existing
social media
tools in
communication

100
8. For what purpose(s) does your organization use social media? (Select as many
choices as you like)
a.To advertise products/services
b.To gain feedback from customers
c.To engage (in conversation) with customers
d.To offer promotional items e.g. coupons/gift vouchers
e.For business to business purposes e.g. LinkedIn
f. To increase brand awareness
g.To analyze the competition
h.Other:______________________
9. Would you recommend using social media to another organization, as a tool to
promote products & services?
a.Yes
b.No
10. Do you feel that your organization should use social media more in its day to day
operations?
a.Yes
b.No

101
11. Please suggest how social media can be more beneficial as compared to other
mediums.
……………………………………………………………………………………………....
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THANK YOU,

Digital Marketing Scope for SMEs

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