Benefits of Online Promotions over Traditional Marketing

This research study aims to investigate the impact of organisational structure and culture on its success, using case study survey methods within a quantitative research paradigm.

BSc (Hons) Business Management
BMP6001 Dissertation
Dissertation Title
Student ID Number
Supervisor: name
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Table of Contents
Abstract............................................................................................................................................4
Acknowledgement...........................................................................................................................4
Glossary...........................................................................................................................................5
List of tables.....................................................................................................................................5
List of figures...................................................................................................................................5
List of appendices............................................................................................................................5
Topic - “Benefits of online promotions over traditional marketing in context of Marketing
Department”.....................................................................................................................................1
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Background to research topic................................................................................................1
1.2 Background to research organisation....................................................................................1
1.3 Research rationale.................................................................................................................2
1.4 Research question (s)............................................................................................................2
1.5 Research aims and objectives................................................................................................2
Research aim...............................................................................................................................2
Research Objectives....................................................................................................................3
CHAPTER 2: LITERATURE REVIEW.........................................................................................3
2.1 Introduction of literature review...........................................................................................3
2.2 Main body with heading and sub-headings...........................................................................3
2.3 Conclusion of literature review.............................................................................................9
CHAPTER 3: METHODOLOGY...................................................................................................9
3.1 Research process...................................................................................................................9
3.2 Research approach..............................................................................................................10
3.3 Research strategy................................................................................................................10
3.4 Research philosophy...........................................................................................................11
3.5 Research design...................................................................................................................11
3.6 Research instruments/tools.................................................................................................11
3.7 Data collection....................................................................................................................12
3.8 Sampling.............................................................................................................................12
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3.9 Data analysis.......................................................................................................................12
3.10 Ethical implications...........................................................................................................12
CHAPTER 4: FINDINGS (DATA PRESENTATION)................................................................13
CHAPTER 5: DISCUSSION (DATA INTERPRETATION).......................................................20
CHAPTER 6: CONCLUSION, RECOMMENDATIONS AND IMPLICATIONS FOR
FURTHER RESEARCH...............................................................................................................25
REFERENCES..............................................................................................................................28
APPENDICES...............................................................................................................................31
Appendix 1. A blank copy of questionnaires/ interviews....................................................31
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Abstract
Purpose–This research study aims to investigate the impact of organisational structure and
culture on its success, using case study survey methods within a quantitative research paradigm.
It explores how the organisational structure and culture have contributed to the Hennes and
Mauritz success within a very competitive industry.
Design/methodology/approach– This report is based on primary research. However, the
empirical framework for this research is founded on literatures on organisational structure and
culture. Primary data is collected through questionnaires to answer the research questions.
Findings– The picture of the findings are not straightforward and some variation have come out
which are quite different than general assumptions. The study has established that there are
strong correlation in between organisational structure & culture and its success. Should Hennes
and Mauritz knowingly choose not to modify their organisational culture and structure in line
with evolving external dynamics then there is no doubt that over time these systems will become
less and less suitable for the needs of the organisation, which is in agreement with literatures on
the topic.
Practical implications – This study finds the organisational structural and cultural factors that
hinder effectiveness of an organisation. It also has strategic management implications to
implement novel systematic organisational structural and cultural to improve organisations’
success.
Originality/value– This paper is the first academic study conducted at Hennes and Mauritz to
study its organisational structure & culture and their implication to its success.
Key word– Organisational structure and culture.
Acknowledgement
At first, I would like to thank God to make me capable enough to do something worthwhile.
I would especially like to thank my supervisor for his generous time and commitment.
Throughout my dissertation, he had taken his valuable time to help me whenever I needed; read
through my draft copies; listened to me patiently; quickly answered all my email queries and
supported me every step of the way. Starting from refining the research topic, he has encouraged
me to develop independent thinking and greatly assisted me with writing.
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Thanks to all of those Hennes and Mauritz employees who had taken time for filling in
the questionnaires in my research. Without their active participation it would not be possible to
carry out this research.
Last but not the least, I thank to my family members, friends and relatives for their kind
help and cooperation during the research period.
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Topic - “Benefits of online promotions over traditional marketing in context of
Marketing Department”
CHAPTER 1: INTRODUCTION
1.1 Background to research topic.
Online promotion is considered to be an effective process which is considered to be very
useful in effectively using various internet platforms which in turn helps in promoting brand.
Online promotion is considered to be very useful in creating a brand exposure at a very
reasonable cost (Bala and Verma, 2018). It is considered to be as a measurable alternative in
relation with the traditional advertising. The key benefits of the online promotion is that it helps
in increasing authority and developing a long lasting relationship with the customers. Online
promotion helps in attracting large number of customers from across the globe. This in turn
eventually helps in gaining better advantage over the market which leads to higher profitability
(Hu and Xu, 2019, May). Online promotion can be done through Search engine marketing,
display advertising, pay per click, search engine optimization, video ads, re-marketing, affiliate
marketing, email marketing, content marketing, web designing, social media platforms, native
advertising, etc. On the other hand, traditional marketing is mainly associated with connecting
the business with the target customers by effectively providing information associated with the
products and services with the help of advertisement in local newspaper, radio broadcasting,
billboards, flyers, pamphlets, etc. this approach is more time consuming and a costly affair when
compared with online promotional marketing tools (Kumar, Choi and Greene, 2017).
1.2 Background to research organisation
Hennes and Mauritz (H&M) is considered to be one of the Swedish multinational retail
company for teenagers, children, men and women. This company was founded in the year 1947
by Erling Persson. This company is headquartered in Stockholm, Sweden. H&M company tends
to operate within 62 countries and also has 4500 stores. It is considered to be one of the second
largest global fashion clothing retailer. It has online presence in across 33 countries and give
easy and convenient online shopping experience to the customers. This company mainly deals in
various range of accessories and clothing. Over the years, H&M has been following traditional
marketing approach which in turn has affected their business operations. It is considered to be
the time consuming process which in turn has led to hue cost to the business. In recent year, the
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head of the marketing department has in turn adopted various online promotion techniques for
marketing there products and services. This in turn has led to long term operational growth and
efficiency for the future. H&M has developed its own website in order to deliver goods online to
the customers at their own convenience. This leads top greater sales and profitability for H&M.
1.3 Research rationale
One of the key reason for carrying out the specific research study is to effectively analyse
the importance and benefits of the online promotion techniques when compared with the
traditional marketing in relation with the marketing department. This is considered to be the
current issue currently because traditional advertising is a costly and a very time consuming
method (Sahu, 2017). The key reason for carrying out the specific research study, is to analyse
the importance of the online marketing to the retail company. This in turn helps company to
analyse the current market trends and also to gain advantage over increasing sales of the products
and services offered by the retail company. Another major reason for carrying out this study on
this research topic because of the academic interest. This will help the researcher in bridging the
gap on the particular subject matter. Another key reason for carrying out this research is because
of the self interest of the researcher. This helps the researcher to identify the trends of online
promotion and how it helps in targeting customers. The researcher of the study will find answers
to the research problem by carrying out thematic analysis in order to attain aim and objectives of
the research study.
1.4 Research question (s)
 What is the concept of online promotions and it's importance in context of a business
organisation ?
 What are the benefits of utilising online promotions over traditional marketing within
Hennes & Mauritz AB ?
 What are the different potential online platforms that can be utilised by Hennes &
Mauritz AB to promote products and services at international level ?
1.5 Research aims and objectives
Research aim
“To evaluate the role and benefits of online promotions over traditional marketing in
context of Marketing Department”. A case on Hennes & Mauritz AB.
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Research Objectives
 To determine the concept of online promotions and it's importance in context of a
business organisation.
 To analyse the benefits of online promotions over traditional marketing within Hennes &
Mauritz AB.
 To identify the different potential online platforms that can be utilised by Hennes &
Mauritz AB to promote products and services at international level.
CHAPTER 2: LITERATURE REVIEW
2.1 Introduction of literature review
Literature review is an appropriate framework which in turn is based on a scholarly paper
associated with the thesis, journal articles, online sources and books (Todor, 2016). This study
tends to comprise of the substantive findings which helps in bridging the gaps on the current
knowledge related with the specific subject matter. It is considered to be as a theoretical
contribution which in turn tends to provide proper and appropriate overview on the particular
research topic. Literature review in turn are considered to be of the secondary sources that do not
contribute towards the original experimentation of the work (Tripathi and SGI, 2018).
2.2 Main body with heading and sub-headings
To determine the concept of online promotions and it's importance in context of a business
organisation.
Wirtz and Lovelock, (2018) sought to determine the fact that, online promotion is one of
the most effective method of promoting goods and services of the company. There are various
online promotion tools and techniques though which marketing can be dome mainly comprise of
Search engine marketing, pay per click, search engine optimization, video ads, re-marketing,
affiliate marketing, display advertising, email marketing, content marketing, pay per click, search
engine optimization, video ads, re-marketing, affiliate marketing, web designing, social media
platforms, native advertising, etc.
Vinerean, (2017), reviewed that online marketing or promotion has become as more popular in
the present dynamic world within the businesses across the globe. After making discovery of the
wide range of the benefits relating to internet marketing are attached for promoting the services
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and the products at online channels or platform. This had seen as the leading and the largest
medium of marketing at a worldwide level. Through online promotion, business organisation
could deliver a content to its customers through the personalized and communication that is cost
effective. Along with all benefits that an online promotion could offer to the organisation is
developing of the professional online marketing campaign that could attract more and more
customers towards the company's product or the brand in growing the business with a high pace.
Hudák, Kianičková and Madleňák, (2017), analysed that Online promotion helps the
business organisation in making quick and convenience marketing of its products and the
services. It provides an easy accessibility with that of the consumers by making use of an internet
and in connecting with the different markets worldwide. This results in reducing the
transportation cost as it allows for purchasing the goods across the borders. It acts as the great
platform for the businesses because it facilitates a better and unique shopping experience to its
consumers.
It has been reflected by the Sathya, Preethi and Balakrishnan, (2017), online promotion
leads to lower amount of an operating cost for the businesses. An enterprise could advertise its
cheaper goods through an internet marketing as compared to its traditional methods of an
advertisement like ads in the newspaper, television and the radio. In online or digital marketing,
an entity could get free listing in the wide range of the business directories. In addition to this, it
allows the company in contacting with their customers on a large platform. Promoting the
products through online channels deemed as more affordable in comparison to the traditional
methods of communication like printing brochures, sending mails etc.
Roy, Datta and Basu, (2017), identified that an aspect of the online promotion is rarely
available with the traditional marketing is an ability in tracking and measuring the results. With
the help of online marketing business could make use of the varying tools for the purpose of
tracking the results of an advertising campaign. Making use of such tool, firm can not only
measure or track but can also illustrate a progress of the marketing campaigns in the detailed
graphics. By measuring & tracking the results provides for a better idea in respect of choosing
the marketing campaign. It facilitates an idea regarding the way in which a company could grow
the traffic, sales, conversion and leads in a better way. Thus, online marketing helps to modify
the marketing campaigns in order to deliver the best results as desired.
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As per Micu and et.al., (2017), Marketing the services and the products at online channels
facilitates an ability in targetting an audience on the basis of the demography. It allows the
company in concentrating the efforts on targetting an audience that an entity truly wants to offer
its goods and the services. It gives an ability to the firm in targetting its specific customers that
are likely in purchasing its products or in hiring its services. Thus, with a demographic targeting,
company can target its marketing efforts in an effective manner on a particular demographic
regions.
In accordance to Aggrawal and et.al., (2017), Online promotion enables in marketing the
products & services of an entity globally. Within a several months of an aggressive SEO, an
organisation could secure large number of the viewers and reaches a huge audience across the
globe. With an internet marketing, company could easily reach beyond the geography in offering
the products or the services to the customers around the world. By this the firm could easily
reach or connect with its target customers for 24/7 and from the any of the country on a global
level. In case an audience of an enterprise comprises of more than the local market, using global
marketing offers with a greater advantage.
It has also been presented by Ali and Anbarasu, (2020), online marketing helps in being
multi-tasking in terms of handling large number of customers at one time. Efficient
infrastructure of website help in taking out numerous transactions simultaneously. Though large
number of the transactions are taking place but through online website, company is capable in
providing a satisfactory services to each and every customer who makes for the purchase on
online channels without any risk of the diminished satisfaction. This kind of higher adaptability
with regards to an internet marketing counted as crucial for the businesses that could enjoy a
benefit in providing their respective customer with a comfortable and best shopping experience.
To analyse the benefits of online promotions over traditional marketing within Hennes &
Mauritz AB
In view of Yang and et.al., (2017), it has been assessed that online promotions offers a
higher return on the small investments as compared to the traditional marketing because email
marketing and an advertising on online channels cost very little that traditional approach of
promotion. The success of the digital campaign could be easily ascertained in comparison to the
traditional technique where company need to wait for the months or the weeks in evaluating
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veracity of the campaign with a digital marketing. Online marketing is considered as easy in
adjusting because it juts require one click, however, traditional marketing is counted as more and
more rigid as the mountain of the paperwork need to be signed and such arrangements are based
on longer and medium term.
Thomas, Jose and Upadhyay, (2019), depicted that businesses could make use of the
digital platforms in building brand and reputation of the company. It means a well developed
online website, quality of blog featuring and the useful articles seems as highly interactive which
in turn helps an organisation in building its brand image. In comparison to traditional marketing,
online promotion helps in making precise targetting as it helps in reaching to larger customers
that in turn assist the firm in increasing its market share and customers base efficiently and
effectively within an overall market.
Chaffey, and Ellis-Chadwick, (2019) sought to examined the fact that, businesses these
days are becoming increasingly aware about the various facts and figures which is considered to
be very useful in promoting the goods and services with the help of electronic digital media.
Advertising and marketing is considered to be one of the biggest burden which business has to
bear. Marketing with the use of digital platform tends to offer one of the most affordable
alternative when compared with the traditional method. This helps in gaining attention of large
number of customers with the help of digital marketing. Online promotion of business offers
high degree of substantial return. Social media platforms and email marketing tends to cost low
amount than traditional marketing techniques. Traditional marketing techniques takes several
months to critically evaluate the success of the project. On the contrary, online platforms is
useful in ascertaining the veracity of the campaign. This helps users to track the performance of
the business with the help of Google analytics and Google AdWords. Online platforms helps in
the development of the brand and developing the reputation of the company. This way it helps in
assessing that, social media channels are very interactive which is very useful in building high
degree of brand image and goodwill of the organization.
Veríssimo, and et.al., (2017) investigated that, online platform is useful because it helps
in featuring various set of sharing capabilities which eventually helps in sharing articles, blogs
and campaigns to its followers. This creates multiplier effect which has the tremendous
capabilities to improve the revenue results of the organisation. Social media platforms are
considered to be one of the most smart algorithms which is useful in collating the preference of
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the customers. Showing advertisement to the customers who have specific inkling in turn helps
in increasing the sales and likelihood by cutting down the higher cost associated with marketing.
Online platforms helps in providing greater engagement with the audience with the use of
various digital platforms. There are various sets of e-commerce stores which helps in launching
various new offers for the clothing of the women. Online platforms helps in segmenting their
marketing to the specific market of the area.
Yang, and et.al., (2017) analysed the fact that, traditional marketing is considered to be
one of the most conventional methods in order to promote the brand of the specific company.
Traditional marketing can be done through commercials, posters, advertisement on newspapers,
radio, television, billboards, flyers, brochures, etc. Marketing over online digital platforms helps
in targeting the specific audience which eventually leads to higher sustainable productivity and
performance of the specific business. Social media platforms is very relevant in increasing the
likely-hood of the sales. Online marketing allows various ad campaigns to be visible across any
part of the globe. It helps in going global with the help of immense exposure which has been
provided within the business. This helps business to become successful over the specific period
of time with the help of digital platforms.
To identify the different potential online platforms that can be utilised by Hennes & Mauritz
AB to promote products and services at international level.
Pappas, (2017) sought to examined the fact that, online platform is one of the effective
platform which helps in marketing various set of products and services of the company. Online
platforms mainly comprise of search engines, applications, social media platforms, creative
content outlets, payment system, etc. This way it helps in defining various digital services which
is very useful in facilitating interaction among distinct independent users. Hennes & Mauritz AB
tends to focus on promoting their business by complying with various connotative digital
technology such as social media platforms, application, website of the company, e-commerce
platforms, search engine optimization, email marketing, influencer marketing, per pay per click
advertising, content marketing, viral and influencer marketing, etc. Wu and Li, (2018)
investigated that, Hennes & Mauritz AB collaboration with the Myntra is considered to be very
useful in strengthening the omni- channel strategy. They are available at 42 physical stores
across the globe and the application of website helps in getting higher access to the products and
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services offered by the company. This way it helps in improving the sales and productivity of the
specific business. Opening of the online stores with the link of the website eventually helps in
reaching large number of customers from across the globe. Use of the online platform is
considered to be one of the most profitable measure for the business because it helps in sourcing
the various range of products directly from the manufacturer. This results in absence of the third
party and middle man. It leads to higher growth and productivity of the company. Online
platform is easy because it helps in targeting those customers who are looking for specific range
of goods. It also adds benefit to the customer to order goods from where and when they want.
There seems to be stupendous growth within the online shopping which eventually results in
more demand of goods by the customers.
Moreover, Verma, Sharma and Sheth, (2016) argued that, technology platforms are
considered to be one of the type of online platforms in order to publish and effectively improve
the functioning and performance of the businesses. Online platforms are considered to be one of
the most effective measure which helps in providing quick and convenient services to the
customers. This is considered to be one of the biggest advantage associated with the internet
marketing. It is also useful in providing tech savvy and automated marketing services in order to
provide online products and services. Transaction with the use of online platforms is very useful
in collecting and analysing the set data with the use of company website. It is also useful in
analysing which products and services has been selling out most frequently. This way it helps
company to effectively segment their customers by sending them advertisements and various
other material associated with the promotion.
Chaffey, and Ellis-Chadwick, (2019) sought to analyse that, online marketing provides
24/ 7 marketing round the clock both nationally and internationally. It has the capability to multi
task their own business by carrying out numerous transactions within the same time. Online
platforms has the capability to market the products internationally by reaching high degree of
audience from all over the world. Online platforms tends aids to various set of benefits which
helps in reaching large number of audiences both nationally and internationally. It also results in
the improvement of the traffic of the site which leads to long term growth and profitability of the
company.
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2.3 Conclusion of literature review
This literature review by taking into consideration viewpoints of various scholars. It has
been concluded that, There are various modes of online promotion platforms which includes
search engine marketing, video ads, re-marketing, affiliate marketing, pay per click, search
engine optimization, display advertising, pay per click, search engine optimization, video ads, re-
marketing, email marketing, content marketing, affiliate marketing, web designing, social media
platforms, native advertising, etc. which helps in marketing of goods and services of the
company (Top 15 Advantages of Internet Marketing for Your Business. 2018). The key benefits
of the online platforms is that it is cost efficient, sustainable returns, easy targeting and
segmentation of customers, helps in tracking of the performance, build brand image and
reputation, improve revenue results, provides ease of convenience, helps in creating global
presence, etc. Online platforms has high degree of advantage over traditional marketing because
it aids at providing various set of benefits in order to reach large number of audiences both
nationally and internationally.
CHAPTER 3: METHODOLOGY
It is one of the specific techniques which is very useful in identifying and analysing the
specific data associated with the specific field of the research study. It is very useful in allowing
the researcher to investigate the relevance and authenticity of the overall study. It helps in
carrying out the study in a feasible and valid manner which is useful for the researcher to lower
the gap of knowledge related with specific subject matter (Taherdoost, 2016). It helps in
providing theoretical underpinning of selecting the best practice of methodology which helps in
carrying various set of business operations. It is very useful in gathering favourable outcomes
associated with the study.
3.1 Research process
This is a part of research methodology which involves locating, assessing, identifying and
also analysing the various set of data which helps in supporting the research questions. This way
it helps in addressing and expressing the ideas and also nurture the relationship in systematic and
relevant manner in order to gather information (Mohajan, 2018). The first step of the research
process mainly comprise of the selection of the right topic and formulation of the aim and
objectives. This helps in finding research problems which helps the researcher in finding relevant
solution and bridge the gaps on the current knowledge of the researcher. The researcher has also
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carried out the literature review from wide range of secondary sources such as google scholars,
articles, magazines, newspapers, books, journals, etc. The researcher has also carried out the data
collection which helps in carrying out in- depth discussion by carrying out relevant data through
primary data collection. Data analysis has been carried out by the researcher with the use of
primary data (Wiek and Lang, 2016). Questionnaire is prepared and distributed to the sample
size in order to attain valid set of information in relation to the specific research topic. Finally,
research conclusion and recommendation will be carried out.
3.2 Research approach
This part of the methodology is useful in planning various set of assumptions in the
detailed manner in order to analyse the research problem. It helps in analysing the data with
proper reasoning to attain research aims and objectives. It is classified into inductive and
deductive approach. Inductive approach focuses on dealing with various hypothesis which helps
in dealing with the results as quick as possible. It is very useful in finding the resemblance,
patterns and various other regularities which eventually helps in attaining valid conclusion
(Bresler and Stake, 2017). Deductive method focuses on exploring the specific known theory by
effectively testing the given circumstances with the development of hypothesis. This approach is
useful because it helps in explaining casual relationship between the various variables and
concepts of the study. The researcher of the study has opted for deductive approach because it is
useful in directly connecting with the specific perceptions, values of the individuals in order to
pull out favourable outcomes to effectively gain better understanding on the roles and benefits of
online promotions over traditional marketing in relation with Marketing Department.
3.3 Research strategy
This comprises of complete planning for effectively carrying out the specific research
study. This strategy is useful in guiding the researcher to plan, execute and monitor the various
aspects of the research study. It is useful for the researcher to gain new set of information which
is relevant for the specific study (Kumar, 2019). It is classified into quantitative and qualitative
methods of the research. Quantitative research methodology is one of the most systematic
approach which is very useful in gathering numerical statistical and quantifiable information
which is considered to be very useful in systematically analysing various set of information. This
method is very useful in interpreting the phenomenon and attain valid conclusive results. On the
contrary, qualitative approach is very useful in obtaining open ended information to attain
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theoretical and subjective information based on specific results of the study. The researcher of
the study has opted for qualitative approach in order to determine the concept of online
promotions and it's importance in context of a business organisation. It also helps in determining
how online platforms helps in promoting products and services at international level.
3.4 Research philosophy
It is referred to as a belief according to which data should be used and gathered. It is one
of the most important element as it helps researcher in enhancing the ability of the researcher to
solve various set of problems. It is classified into positivism and interpretivism philosophies.
Positivism approach adheres with the factual and real knowledge which has been amplified by
the researcher with measurement and observations (Taherdoost, 2016). It is very helpful in
revealing the true nature of the elements within which it operates. On the other hand
interpretivism approach is useful in interpreting various elements of the specific study by
integrating the human interest within the study. This philosophy is useful in emphasizing on
analysis of the qualitative variables. The researcher of the study has opted for interpretivism
approach which helps in supporting researcher to collect various reliable set of data related with
the role and benefits of online promotions over traditional marketing in context of Marketing
Department.
3.5 Research design
It is an overall strategy which is useful in integrating various components and variables of
the specific field of study in logical and coherent manner. It is useful in addressing various
problems of the research. It is classified into exploratory and descriptive research design.
Exploratory method focuses on providing theoretical and hypothetical approach to attain better
solution for research problems. Descriptive design is referred to as a scientific methodology
which focuses on describing the behaviour of the research subject. The researcher of the study
has opted for descriptive method as it helps in identifying accurate impact associated with the
study.
3.6 Research instruments/tools
These are referred as a measurable tool which has been designed to obtain set of
informations on the various topic of interests associated with the research subjects. The most
common instruments associated with the research are questionnaire, surveys, interviews, tests,
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etc. The researcher of the study has opted for questionnaire because it helps in gaining valid and
reliable data associated with the research.
3.7 Data collection
It is a procedure of collecting relevant set of data which is useful in measuring data on the
various variables of interest. This is very useful in establishing valid answers to the specific
research questions by testing hypothesis and evaluating outcomes. It is classified into primary
and secondary source of collecting data. The researcher of the study has opted for primary
method where the questionnaire will be used to gain new set of information (Wiek and Lang,
2016). The researcher has also used secondary source of collecting data to carry out literature.
This is done through online articles, manuals, government records, diaries, books, journals,
blogs, newspapers, etc. to analyse the benefits of online promotions over traditional marketing
within Hennes & Mauritz AB.
3.8 Sampling
It is a statistical procedure which is useful in predetermining various set of information
which has been taken from the large population (Mohajan, 2018). It is classified into non-
probabilistic and probabilistic sampling methods. Random probabilistic method is useful because
it provides each person from large population equal opportunity of getting selected. The
researcher of the study has opted for random probabilistic sample, where 50 potential customers
are selected within the sample size.
3.9 Data analysis
It is one of the defined procedure of selecting, cleansing and transforming various set of
data which is useful in discovering various set of information which is considered to be
necessary for decision making (Bresler and Stake, 2017). It is classified into SPSS analysis and
thematic analysis. SPSS tool is used to analyse complex data which is useful in analysing survey
data. Thematic analysis is beneficial in providing various answers to the research questions with
the rigorous procedure of information formulation. The researcher of the study has opted for
qualitative study where thematic analysis has been carried out in order to examine the various
common themes and patterns of the study.
3.10 Ethical implications
The researcher of the study has focused on carrying out the whole set of study in an
ethical and reliable manner. The researcher has focused on keeping the personal information of
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the participants and respondents confidential. The researcher of the study has focused on
collecting all the information from reliable and authentic sources. Proper citations has been done
where the data has been collected from google scholars (Kumar, 2019). No person has been
harmed while carrying out the research. The research has been carried out without manipulating
any data. It is free from biasses.
CHAPTER 4: FINDINGS (DATA PRESENTATION)
Theme 1: Maximum number of customers are having access to the products and services of
Hennes & Mauritz AB from more than 15 years, but less than 25 years.
PARTICULARS NUMBER OF
RESPONDENTS
% OF RESPONDENTS
0 to 5 years 9 18%
More than 5 years, but less
than 15 years
11 22%
More than 15 years, but less
than 25 years
16 32%
More than 25 years 14 28%
TOTAL 50 100%
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18.00%
22.00%
32.00%
28.00%
0 to 5 years
More than 5 years, but less
than 15 years
More than 15 years, but less
than 25 years
More than 25 years
Theme 2: Yes, maximum number of customers understand the key trends and concepts
associated with the online promotion.
PARTICULARS NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Yes 34 68%
No 6 12%
Maybe 10 20%
TOTAL 50 100%
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Yes No Maybe
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
68.00%
12.00%
20.00%
% OF RESPONDENTS
Theme 3: Yes, online platform is better than traditional marketing.
PARTICULARS NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Yes 37 74%
No 5 10%
Maybe 8 16%
TOTAL 50 100%
20

Yes No Maybe
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8 74.00%
10.00%
16.00%
% OF RESPONDENTS
Theme 4: Highly agreed, online platforms helps in reaching more customers across the globe
when compared with traditional marketing.
PARTICULARS NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Agreed 8 16%
Highly agreed 26 52%
Disagreed 5 10%
Highly disagreed 4 8%
Neutral 7 14%
TOTAL 50 100%
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16.00%
52.00%
10.00%
8.00%
14.00%
Agreed
Highly agreed
Disagreed
Highly disagreed
Neutral
Theme 5: Social media platforms, SEM, SEO and SMM are considered to be the best online
promotion platform for purchasing goods and services offered by the company.
PARTICULARS NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Web designing and native
advertising.
10 20%
Pay per click, display
advertising, email marketing,
content marketing.
14 28%
Social media platforms, SEM,
SEO and SMM.
18 36%
All of the above 8 16%
TOTAL 50 100%
22

20.00%
28.00% 36.00%
16.00%
Web designing and native
advertising.
Pay per click, display
advertising, email marketing,
content marketing.
Social media platforms, SEM,
SEO and SMM.
All of the above
Theme 6: Online promotion and platforms helps in providing ease and convenience to
customers.
PARTICULARS NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Provides ease and convenience
to customers
17 34%
Helps in comparing different
products of the competitors
12 24%
Helps in building strong
relationship
11 22%
All of the above 10 20%
TOTAL 50 100%
23

34.00%
24.00%
22.00%
20.00%
Provides ease and
convenience to customers
Helps in comparing different
products of the competitors
Helps in building strong
relationship
All of the above
Theme 7: Highly agreed, online platform helps customers in gaining information about the
products and services available at international level.
PARTICULARS NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Agreed 6 12%
Highly agreed 19 38%
Disagreed 7 14%
Highly disagreed 5 10%
Neutral 13 26%
TOTAL 50 100%
24

Theme 8: Mobile irresponsive website is considered to be one of the major challenge and
barriers associated with the online promotion.
PARTICULARS NUMBER OF
RESPONDENTS
% OF RESPONDENTS
Mobile irresponsive website 19 38%
Slower software problem 16 32%
Large number of options
available
12 24%
All of the above 3 6%
TOTAL 50 100%
25
12.00%
38.00%
14.00%
10.00%
26.00%
Agreed
Highly agreed
Disagreed
Highly disagreed
Neutral

38.00%
32.00%
24.00%
6.00%
Mobile irresponsive website
Slower software problem
Large number of options
available
All of the above
Theme 9: The key role associated with the online promotion when compared with traditional
marketing.
Theme 10: Effective recommendation to improve productivity and performance of business
through online promotion.
CHAPTER 5: DISCUSSION (DATA INTERPRETATION)
Theme 1: Maximum number of customers are having access to the products and services of
Hennes & Mauritz AB from more than 15 years, but less than 25 years.
Interpretation: The above carried out research from 50 potential customers of Hennes &
Mauritz AB. Out of which, 32% established the fact that, Hennes & Mauritz AB has high degree
of brand trust for the company. Large number of customers have been purchasing goods and
services from over 15 years and less than 25 years. Large number of people engage with the
Hennes & Mauritz AB because it offers quality goods and services and comply with its core
values such as integrity, accountability and responsibility. Hennes & Mauritz AB shows
companionship and commitment and it also respects its customers. This eventually helps in
engaging potential customers with the company and helps in attracting new ones for gaining
higher customer base. Hennes & Mauritz AB has customers all across the globe i.e., both
nationally and internationally by offering wide range of products and services to the prospective
26

customers. They also offer wide range of trendy products at an affordable price helps in retaining
the customers for the longer period of time.
Theme 2: Yes, maximum number of customers understand the key trends and concepts
associated with the online promotion.
Interpretation: The above carried out research from 50 potential customers of Hennes &
Mauritz AB. Out of which, 68% established the fact that, large number of potential customers
understand the key trends and concepts linked with the online promotion. It is a very useful in
establishing there business to the international and national levels which helps in attaining higher
operational goals and efficiency. Online promotion is considered to be one of the most cost
effective approach as it is useful in targeting the specific set of customers. It also helps in
providing quick, personalized and convenient marketing to the customers. Online promotion
leads to lower amount of an operating cost for the businesses. It is also very effective in tracking
the performance of the firm. It also helps company to target the right audience within specific
demographic in order to generate high sales. As supported by the literature review, Online
promotion enables in marketing the products & services of an entity globally.
Theme 3: Yes, online platform is better than traditional marketing.
Interpretation: The above carried out research from 50 potential customers of Hennes &
Mauritz AB. Out of which, 74% established the fact that, online platform is better than
traditional marketing. Online platforms helps in predicting the return on investment and also
helps in tracking the performance of an individual. On the contrary, in traditional marketing
company has to wait for weeks in order to predict the success and performance of the marketing
campaign. They also said that, online promotion helps in making precise targeting of the
audience which helps in reaching right customers who are willing to buy their products and
services. It also assist the company in increasing its market share and customers base within
specific market across the globe (Chaffey, and Ellis-Chadwick, 2019). 10% said that, traditional
marketing is better than online marketing because it helps in reaching the local target with the
help of radio, editions within newspapers. This helps in easily targeting potential customers.
Remaining 16% of the participants were neutral on this specific theme and did not give any clear
justification.
27

Theme 4: Highly agreed, online platforms helps in reaching more customers across the globe
when compared with traditional marketing.
Interpretation: The above carried out research from 50 potential customers of Hennes &
Mauritz AB. Out of which, 68% (16%+ 52%) established the fact that, online platforms are
considered to be very useful in reaching more customers across the globe when compared with
traditional marketing. Online platforms helps in generating right traffic to the website from
across the globe both nationally and internationally which eventually helps in increasing the
customer base for the company (Verma, Sharma and Sheth, 2016). As compared with the
traditional marketing, it only helps in targeting local potential customers which results in lower
customers and lower degree of sales for the company when compared with the online platforms.
Online platforms focuses on targeting various social media platforms and advertisement on
articles and blogs helps in targeting wide range of customers from across the globe. It is one of
the most prominent way of catching attention of the customers which eventually results in high
degree of sales for the company. Other 14% were neutral and did not pass any clear judgement
related with this theme.
Theme 5: Social media platforms, SEM, SEO and SMM are considered to be the best online
promotion platform for purchasing goods and services offered by the company.
Interpretation: The above carried out research from 50 potential customers of Hennes &
Mauritz AB. Out of which, 36% established the fact that, putting advertisement on various social
media marketing platforms such as Twitter, Facebook, YouTube, LinkedIn, Instagram, Pinterest,
Snapchat, etc. helps in purchasing various sets of goods and services. It has been examined that,
SEM, SEO and SMM are considered to be the best online promotion platform for purchasing
goods and services offered by the company. SEO are used to capture attention of broad audience
with the help of generic search. SEM helps in targeting specific users with the help of paid links.
SMM is useful in engaging customers to introduce the specific brand to the customers. Another
28% said that, Pay per click, display advertising, email marketing, content marketing helps in
catching attention of customers. Email marketing and various other platforms helps in creating
leads and building relationship with the customers. Remaining 20% established the fact that,
native advertising and web designing are also effective way of capturing attention of the
28

customers from both nationally and internationally. It helps in proving in- feed content which in
turn provides benefits to the customers.
Theme 6: Online promotion and platforms helps in providing ease and convenience to
customers.
Interpretation: The above carried out research from 50 potential customers of Hennes &
Mauritz AB. Out of which, 34% established the fact that, online promotion is one of the most
prominent method which helps in providing ease and convenience to the customers to order
specific set of goods and services. It helps customers to order goods from anywhere and at any
time according the convenience of the customers. It helps customers in carrying out all the
activities on a real time basis. Another 24% of the respondents established the fact that, online
promotion platforms are considered to be very useful in comparing various set of different
products and services associated with the competitors. This way it helps in selecting the best
products by comparing the prices (Yang, and et.al., 2017). On the other hand, remaining 22%
examined the fact that, online promotion is very useful in building high degree of strong
relationship with the customers. This way it helps in performing various range of task with
utmost accuracy and efficiency.
Theme 7: Highly agreed, online platform helps customers in gaining information about the
products and services available at international level.
Interpretation: The above carried out research from 50 potential customers of Hennes &
Mauritz AB. Out of which, 50% (38% + 12%) established the fact that, online platform helps
customers in gaining information about the products and services available at international level.
It helps in determining what products and services are offered by the specific company at both
national and international level. It also helps in predicting what type of products are targeted to
the specific set of audience which eventually helps in gaining better information. Other 24% did
not agree on this specific theme and said online platforms tends to create confusion in the minds
of customers because of large variety of options are available at the online platforms. Other 26%
were neutral and did not pass any clear judgement related with this theme.
Theme 8: Mobile irresponsive website is considered to be one of the major challenge and
barriers associated with the online promotion.
29

Interpretation: The above carried out research from 50 potential customers of Hennes &
Mauritz AB. Out of which, 38% established the fact that, mobile irresponsive website or mobile
application in turn is considered to be one of the major challenge and barriers associated with the
online promotion (Jose and Upadhyay, 2019). Applications which in turn are not mobile
responsive eventually results in ineffective purchase of goods and services related with the
customers. A responsive website and the layout they offer helps in providing best experience to
the customers. Providing readable texts and adequate space for tapping the targets helps in
providing the best shopping experience to the customers. On the other hand, 32% established the
fact that, slower software problems is also one of the major challenge which is mainly related
with the online promotion marketing. On the other hand, 24% said that, large number of options
are available with the customers which largely affects their buying decision. This eventually
hampers the growth and sustainability of the business.
Theme 9: The key role associated with the online promotion when compared with traditional
marketing.
Interpretation: The above carried out research from 50 potential customers of Hennes &
Mauritz AB. Maximum number of potential customers established the fact that, online marketing
is considered to be one of the most important tool because it helps in changing the way business
is perceived by the key potential customers. Online promotions helps in ranking their business to
the top results of the pages which eventually helps in boosting up the credibility of the business.
Online promotion is very useful because it helps in increasing the traffic of the customers. It is
one of the most prominent tool for any business as it helps in targeting the right customers.
Social media is an effective promotional tool which helps in catering attention of various
customers. On the other hand traditional marketing through advertisement on newspapers,
billboards, flyers, radios, television, etc. This helps in catering attention of local market place.
On the contrary, online promotion is very useful because it helps in catering attention of the right
target customers both nationally and internationally.
Theme 10: Effective recommendation to improve productivity and performance of business
through online promotion.
Interpretation: The above carried out research from 50 potential customers of Hennes &
Mauritz AB. Maximum number of potential customers established the fact that, the company
30

must promote their business online by putting advertisement on social media platforms such as
Facebook, Instagram, LinkedIn, YouTube, etc. This helps in gaining attention of potential
customers from across the globe in an easy and cost efficient manner. The business must also
offer attractive offers and packages to the customers (Aggrawal and et.al., 2017). They must
offer festive and celebration discounts to the customers in order to boost up the sales and
profitability of the business. The company must also focus on developing a mobile responsive
application which helps in increasing the sales of the company. Company should invite people in
sharing the photos and the pictures in easy manner for increasing more and more engagement of
the audience. Developing a website helps in increasing the productivity and performance of
business through online promotion.
CHAPTER 6: CONCLUSION, RECOMMENDATIONS AND
IMPLICATIONS FOR FURTHER RESEARCH
Recommendations
For gaining success through online promotion, company should take appropriate measures that
are as follows-
 For attaining success should make use of Online promotional tools are very useful for the
business organisation. In the era of modernisation and ever developing technological
advancements business cannot ignore the importance of online promotions. They form
and essential feature for the growth and success of business organisation. Online
promotional tools provide the business enterprise the marketing platforms where they can
sell their products and services to the customers. The promotion tools include mails
where the companies mail their customers about the new offering and deals brought by
them. This is the most common tool used for online promotions by informing people
about the recent trends and their offerings. They also helps in remaining n touch with the
customers by wishing them on their birthdays and giving them exciting deals and
presents over shopping.
31

 Company should use Social media platforms such as Facebook, Instagram and twitter.
Business are selling their business over these platforms and are getting enormous growth
in their business. This is used by every enterprise from smallest to the biggest. Social
media is used by every individual these days and promotion over platforms keep them
informed of the recent trends and the demand of the customers and also their tastes
preferences. This creates big influence over the consumer behaviour as they are
influenced by the group behaviours.
 Through online source an entity could always be updated about the customer tastes and
preferences. Websites are another important promotional tool used by organisations for
promoting their business. They strive for making most attractive websites that grabs the
attention of clients and visitors. Also they should be convenient to the users and easily
accessible. This helps business in getting the new customers as well as maintaining their
existing customers. Online promotion should be used by the business enterprises for the
success of business and having a sustainable growth. Enterprise have to maintain their
speed with digitalisations and technological advancements.
 An organisation should make it very easy for the consumers to participate in its
promotion activities as with better prizes, more participation of the consumer is resulted.
Company should invite people in sharing the photos and the pictures in easy manner for
increasing more and more engagement of the audience. An entity should make its
promotion as mobile friendly with the fact fact that consumers increasingly accessing the
promotions by using their phones. Moreover, an entity should choose for an appropriate
social media channel where it could connect with larger audience for the purpose of
promoting its product on the online platform. This makes the promotion more and more
better and leads to increased sales and profitability of the company. An organisation
should make promotion on the social media websites like Instagram, Facebook for the
purpose of increasing its customer base and market share. This also helps the firm in
enhancing its brand image at a larger platform with developing healthy relations with the
customers.
Conclusion
32

From the above carried out study, it has been concluded that, Online promotion provides an easy
accessibility and convenience to the customers. . There are various online promotion tools and
techniques though which marketing can be done which includes Search engine marketing, video
ads, re-marketing, affiliate marketing, display advertising, email marketing, content marketing,
pay per click, search engine optimization, , pay per click, search engine optimization, video ads,
re-marketing, social media platforms, native advertising, affiliate marketing, web designing, etc.
It has been summarized that, social media marketing platforms such as Twitter, Facebook,
Pinterest, Snapchat, YouTube, LinkedIn, Instagram, etc. helps in increasing the sales and
productivity of the company. Online platform is better than traditional marketing. Online
platforms helps in reaching more customers across the globe when compared with traditional
marketing. Online promotion is one of the most prominent method which helps in providing ease
and convenience to the customers and also helps in targeting the right audience. Traditional
marketing helps in reaching the local target with the help of radio, editions within newspapers.
This helps in easily targeting potential customers. Creation of mobile irresponsive website is
considered to be one of the major challenge and barriers associated with the online promotion. It
has been recommended that, business must offer attractive offers and packages to the customers
by posting on social media platforms.
IMPLICATIONS FOR FURTHER RESEARCH
This research is very beneficial for the researcher who are going to further carry out the
study. The researcher must focus on carrying further research on quantitative method. This way
it helps in gaining statistical and numerical insight on the research topic associated with the role
and benefits of online promotions over traditional marketing in context of Marketing
Department. The researcher must also focus on gaining more wider inspect on the specific field
of the study. This study is going to be beneficial for both researcher who are going to carry out
study in the future. This research is also beneficial for the company who carries out marketing
through online promotional tools.
33

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36

APPENDICES
Appendix 1. A blank copy of questionnaires/ interviews
Name:
Age:
Gender:
QUESTIONNAIRE
1. For how long you are having access to the products and services of Hennes & Mauritz AB?
 0 to 5 years
 More than 5 years, but less than 15 years
 More than 15 years, but less than 25 years
 More than 25 years
2. Do you understand the key trends and concepts associated with the online promotion?
 Yes
 No
 Maybe
3. Do you think, online platform is better than traditional marketing?
 Yes
 No
 Maybe
4. Do you agree, online platforms helps in reaching more customers across the globe when
compared with traditional marketing?
 Agreed
 Highly agreed
 Disagreed
 Highly disagreed
 Neutral
5. According to you, which is best online promotion platform for purchasing goods and services
offered by the company?
 Web designing and native advertising.
 Pay per click, display advertising, email marketing, content marketing.
37

 Social media platforms, SEM, SEO and SMM.
 All of the above
6. According to you what are the key benefits associated with online promotion?
 Provides ease and convenience to customers
 Helps in comparing different products of the competitors
 Helps in building strong relationship
 All of the above
7. Do you agree, does online platform helps customers in gaining information about the
products and services available at international level?
 Agreed
 Highly agreed
 Disagreed
 Highly disagreed
 Neutral
8. What are the challenges and barriers associated with the online promotion?
 Mobile responsive website
 Slower software problem
 Large number of options available
 All of the above
9. According to you, what is the key role associated with the online promotion when compared
with traditional marketing?
10. What are effective recommendation to improve productivity and performance of business
through online promotion?
38