1. MARKETING RESEARCH AND
APPLICATION
1

2. INTRODUCTION
 BIG ROCK IS ONE STOP SOLUTION FOR WEB
REQUIREMENTS AT AFFORDABLE PRICE
 PART OF $300 MILLION DOLLAR DIRECTI GROUP
 FOUNDED IN 2011 AS ICANN ACCREDIATED
REGISTRAR.
 PRODUCTS AND SERVICES ARE INNOVATIVE AND
NEW IN INDIAN MARKET
 SOLUTION INCLUDE DOMAIN NAME
REGITRATION,WEBSITE BUILDERS,HOSTING
SERVICE,DESIGING, ETC
2

3. IT & INTERNET REVOLUTION IN
INDIA
3

4. MISSION &OBJECTIVES
 TO INCREASE BRAND AWARENESS OF BIG ROCK
 CUSTOMER INTERACTION AND EASE OF USE OF
PRODUCT
 REWORK THE MARKETING AND PROMOTIONAL
ACTIVITIES
 MORE ADVSETISING AVENUES FOR PRODUCT
BRANDING
 HELPING LOCAL BUSINESS / ENTREPRRENUERS TO
ACHIVE THEIR BUSINESS OBJECTIVES
4

5. BRAND BIG ROCK
 FOLLOWING SERVICES/TOOLS ARE PROVIDED
1. DOMAIN NAME REGISTRATION
2. WEBHOSTING SERVICE
3. EMAIL HOSTING
4. WESBITE BUILDER TOOLS
5. SSL CERTIFICATES
5

6. SITUATIONAL ANALYSIS
REASONS OF FALL IN BUSINESS OR TO CAPTURE
MARKET SHARE
 LOW BRADING AMONGST INDIAN CONSUMERS AS
AGAINST THE INTERNET GROWTH (200%)
 ONLY CONCENTARTION WITH B2B, NOT WITH B2C
 LACK OF PROMOTIONAL ACTIVITIES
 TECHNICAL IN NATURE
6

7. P.E.S.T
 Political-
 Economical-
 Social-
 Technological-
7

8. SWOT ANALYSIS
 STRENGTHS
INDIAN BRAND
NO OTHER LOCAL COMPETITOR
MANY SERVICES UNDER ONE UMBRELLA
MODE OF PAYMENTS
 High technology for Database (e.g. PHP, JavaScript, MYSQL
)
 Information exchange and communicate for graphic members
Professional web design and information architecture
8

9. SWOT ANALYSIS
 WEAKNESS
LESS CUSTOMER AWARENESS
LACK OF B2C PRODUCT CUSTOMIZATON
B2B preference over b2c
9

10. SWOT ANALYSIS
 OPPRTUNITIES
 B2C segment which is huge and growing
 Services in local language
 Customized services
10

11. SWOT ANALYSIS
 THREATS
International players like “Godaddy” (80%market share)
Many local players offering services @ discounted prices
11

12. Porters Five Forces Model
Threat of
New Entrants
Entrepreneurs in IT
Bargaining Power Rivalry among Bargaining power
Of Suppliers Existing firms Of Buyers
Outflow of IT First hosting, Mymantra, etc
professionals ewebguru,etc
Blogs,etc
Threat of Substitute
Products/Services

13. BCG Matrix

14. BCG Matrix
MARKET GROWTH
High Low
Stars Cash Cows
High
MARKET SHARE
Question Marks
Dogs
Low

15. OBJECTIVES OF STUDY
MARKETING OBJECTIVES
 To increase brand awareness of Big Rock among Indian
customers
To make Big as a one stop web solutions provider
To increase it existing customers 4.2 million to 10 million
To enjoy market leadership with 20% market share
To enhance promotion activities
15

16. OBJECTIVES OF STUDY
 FINANCIAL OBJECTIVE
To increase revenue by adding additional features
To reach break even by 2014
To effectively utilize advertising spends of 10cr Rupees
16

17. FINDINGS OF STUDY
 The study was conducted in Mumbai ,Surat and udaipur
 The participants were asked questions as per the interview
format
 Most of these were Businessmen ,Franchise owners, retailers,
etc,
The findings were presented as follows
17

18. QUESTIONS?
What kind of Business u engage in?
12 Kirana Stores
4
40 Consumers Durables
8
Stationary
4
Pharmacy
4
4 Gold & Jewlery
Restaurant
4 20 Textile
Furniture
Others
18

19. Annual sales of Your Co.?
40
36
35 32
30
25 24
20
15 12
10
5
0
1L - 5L 5L - 15L 15 - 30 L Above 30L
19

20. Which Promotion tools do you use?
5
25
30 Adverstisement
Phone Orders
Disount offers
21 Free demos
any others
19
20

21. Was it helpful to increase your sales?
25 17
Yes
No
Somewhat
58
21

22. Do you use internet?
YES
NO
22

23. How do you rate yourself as an Internet user?
Expert
Average
Beginer
23

24.  Do you know about domain name?
yes
NO
24

25. Do you Know About E-commerce?
YES
NO
25

26. For each of the following areas listed, please tell us if your
company plans to purchase this service Percentage As Majority
Will not Will Will Not sure in the next 6
Purchase purchase purchase
months and if you plan to purchase on-line.
but not Online
online
Domain Name 15 35 40 10 40
Website 20 32 20 28 32
Development
Web hosting 25 30 24 21 30
services
Other
services, if any
26

27. Which of following best describes your company’s website?(If
any)
Information sharing
website
Ecommerce website
No website,not
planning to built
No website,Planning to
built
27

28. Do you know about BIG ROCK?
YES
NO
28

29. SEGMENTATION
 GEOGRAPHIC
URBAN
SEMI URBAN
 DEMOGRAPIC
BUSSINESS CLASS
PROFFESIONALS
TRUSTS
INCOME LEVEL
29

30. SEGMENTATION
• SIZE OF COMPANY OR FIRM
LARGE
MIDIUM
SMALL SCALE FIRM
 PRODUCT OFFER
WEBSITE AS PER COMPANY NEEDS
30

31. TARGETING
 ENTRAPRENEURS
 PROFFESIONALS
 TRUSTS
 EDUCATION INSTITUTE
 SMEs
31

32. MARKETING MIX
 Product
 Price
 Place
 Promotion
32

33. PLACE
 ALL OVER INDIA
33

34. PRODUCT &
PRICING
 DOMAIN NAME REGISTRATION
 WEB HOSTING
 DO IT YOURSELF WEBSITE BUILDER

35. DOMAIN NAME REGISTRATION
.COM
EXAMPLE: WWW.XYZ.COM

36. .NET
EXAMPLE WWW.XYZ.NET

37. .CO
EXAMPLE: WWW.XYZ.CO

38. .IN
EXAMPLE: WWW.XYZ.IN

39. .ORG & .INFO
EXAMPLE: WWW.XYZ.ORG

40. .BIZ
EXAMPLE: WWW.XYZ.BIZ

41. OTHER DOMAINS
DOMAIN CHARGES PER YEAR (RS)
.ME 1199
.MOBI 749
.TV 1499
.WS 399
.BZ 899
.CC 899
.MN 1799

42. OTHER COUNTRY DOMAIN
DOMAIN PRICE PER YEAR IN RS
.US 349
.UK 699
.NZ 2799
.SE 1849
.UY 1849
.RU 1849
.SA 1849

43. BULK DOMAIN REGISTRATION

44. •WEB HOSTING
 LINUX HOSTING
 WINDOWS HOSTING
 ECOMMERCE HOSTING
 RESELLER HOSTING
 EMAIL HOSTING

45. •LINUX HOSTING
 Key Features: Unlimited domains, email and disk space
 99.9% uptime with dedicated 24/7 technical support
 Fully equipped with cPanel
, Apache, MySQL, PHP, Perl, Python & more
 Rs.2500 Google AdWords Credit
 30 day Money Back Guarantee

46.  PLANS

48. •WINDOWS HOSTING
• Key Features: Unlimited Bandwidth, Email and Disk
Space with Multiple Domains
• 99.9% uptime with dedicated 24/7 technical support
• Fully equipped with Plesk
Panel, IIS, MySql, ASP, ASP.NET, PHP & more
• Rs. 2500 Google AdWords Credit
• 30 day Money Back Guarantee

49.  PLANS

50.  PLANS

51. •ECOMMERCE HOSTING
• Key Features: Unlimited domains, email and disk space
• 99.9% uptime with dedicated 24/7 technical support
• cPanel platform with multiple payment gateway
compatibility
• Rs.2500 Google AdWords Credit
• 30 day Money Back Guarantee

52.  PLANS

53.  PLANS

54. •RESELLER HOSTING
• Key Features: Free WHMCS Billing System
• Unlimited cPanel (demo) Accounts and MySQL
Databases
• WHM Control Panel with Private Name Servers
• Unlimited Domains, Email and FTP Accounts
• 24/7 Local Support, 99.9% uptime & 30 day money
back guarantee

55.  PLANS

56.  PLANS

57. •EMAIL HOSTING
• Key Features: Unlimited Webmail/POP3/IMAP/SMTP
Access
• Outlook, Thunderbird & Windows Mail compatible
• Advanced Virus and Spam Protection
• Blackberry, iPhone & PDA compatible
• Rs. 2500 Google Adwords Credit

58.  PLANS

60. •DO IT YOURSELF WEBSITE BUILDER

61.  PLANS

62.  PLANS

63. BREAKEVEN ANALYSIS
SALES LINE TOTAL COST LINE
Y BREAKEVEN
SALES (IN RS POINT VARIABLE COST LINE (
CRORE) OPERATIONAL COST)
15 CR
FIXED COST LINE
10 CR
3L X
NO. OF CUSTOMERS (IN
AVERAGE CONTRIBUTION PER LAKHS)
CUSTOMER IS RS 500
63

64. PROMOTION
 TV ads
 Social media marketing through Facebook
,communities, plugins, viral marketing etc
 Strategic partners like Youtube channels, Neosport featuring
Indian cricket matches
 Ad networks like Google Adwords and Overtue, Indian ad
networks like Clicksor, Zedo
 Twitters handles, account managers to increase promotional
activities
 Promotional discount coupons
64

65. PROMOTION
TV ads
65

66. CONCLUSION
66

67. 67

68. 68