Assignment On Digital Platform

Running head: MARKETING
Marketing
Name of the Student
Name of the University
Author Note

1MARKETING
Executive Summary
The objectives of the report is to promote the services of TecnoSetting by leveraging the
digital platform. Results indicate that a large percentage of the respondents have stated the
fact that they book online services very often. Consumers are quite used to the online services
due to technology advances in the digital media channels. Compared to traditional media
channels, social media channel are more effective because millions of users are regularly
active in social media. TecnoSetting has been suggested to learn about the consumers’ taste
and preferences such as the apps, they use, the websites they prefer to visit, and kind of
services they presently avail, as this would help the business to design the service as per
consumers’ needs.

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Table of Content
Introduction................................................................................................................................3
Background............................................................................................................................3
Objectives...............................................................................................................................3
Methodology..............................................................................................................................3
Sampling................................................................................................................................4
Setting and Instrument...........................................................................................................4
Results........................................................................................................................................4
Findings and Discussion........................................................................................................4
Limitations.................................................................................................................................7
Conclusions and recommendations............................................................................................7
References..................................................................................................................................9
Appendices...............................................................................................................................10
Questionnaire.......................................................................................................................10
Bibliography.........................................................................................................................12

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Introduction
This research report provides the insight about marketing efforts against the implementation
of the new business opportunity. Considering the new business opportunity, the services of
TecnoSetting has been considered to market and promote. Primary purpose of the report is to
develop a compressive marketing strategy for promoting TecnoSetting’s services.
Background
TecnoSetting provides technology-based hardware and software services such as TV
repairing, AC Repairing, Washing Machine, music system, computer, laptop,
electricity, water pump repairing etc. To avail the service, consumers have to book the
service personnel online through TecnoSetting’ mobile application. TecnoSetting covers a
wide geographical areas to deliver the services since it is fundamentally operated online.
Objectives
 To promote the services of TecnoSetting by leveraging the digital platform
 To utilize effective social media tools available across the market
 To collect customers’ feedback about the services to learn the degree of market
awareness through social media and traditional media channels
Methodology
In order to perform the market research a primary research method has been applied.
Primary research has been performed by applying a quantitative data collection method.
Data has been collected by following the requirement of sampling method which is given in
the following. Study follows an exploratory research design as this research method helps to
address an existing research issue in detail.

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Sampling
Sampling method is usually applied in research to treat the population accordingly
because without sampling it is difficult to collect data from the population. Sampling method
is divided into two different categories such as probability sampling and non-probability
sampling (Palinkas et al., 2015). In the study, random probability sampling method has been
selected because only the consumers are surveyed in random order. Thereby, every member
in specific population size can take part in data collection. Sampling size is 50 individuals of
Canada.
Setting and Instrument
In order to collect the quantitative data, a survey method has been applied among
the consumers. To perform the survey a questionnaire has been developed which includes 4
close-ended questions.
Results
This section of report provides the findings of the research against the objectives of
promoting services of TecnoSetting by leveraging the digital platform, utilizing effective
social media tools available across the market and collecting customers’ feedback about the
services to learn the degree of market awareness through social media and traditional media
channels. The data has been collected using simple random probability sampling method,
which involves 50 respondents.
Findings and Discussion
Responses of one of the quantitative questions on media channels customers mostly
follow indicate that almost 26% of the respondents have mentioned that they mostly follow
YouTube, while almost 24% of the respondents stated that they prefer when it comes to
following digital media platform. So, it can be added that these two channels are relatively

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popular to compared traditional media channels like TV and Radio. It is worth stating that if
TecnoSetting promotes its service through the popular social media channels of the world can
easily reach the audience irrespective of region customers living in. Social media channels
are broad platforms in which more than a million of consumers are regularly active. It would
be easy for the marketers to target and reach consumers unlike the traditional media channels
like Radio and TV.
Graph 1: Media channels consumers follow
Likewise, another question on how often the consumer book essential services online
indicates that almost 64% of the respondents have stated the fact that they book online
services very often, particularly when they are required to book movie tickets, travel ticket
and food items. The data indicates that consumers are quite used to the online services due to
technology advances in the digital media channels.

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Graph 2: Frequency of booking service online
So it can be said that the practice of booking services online irrespective of type, is not alien
to people, as they mostly seek information in social media channels. So, when it comes to
fulfilling the need of essential household service like AC repairing, 70% of the respondents
out of 50 have said they feel the need of an online service where they can easily book the
executive to repair their goods. Following graph indicates that only 10% of the respondents
have not though about but a large percentage of people want the same.

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Graph 3: Need of meeting the household services online
Moreover, almost 52% of the respondents have stated that they are more likely to book the
service online they are required to repair their Washing Machine instead of visiting the outlet.
This fact indicates that of TecnoSetting promotes its service through social media channels.
As the audience are already accustomed to social media channels, the objectives of promoting
through the social media and marketing the service in social media can be fulfilled.
Limitations
Study is limited to primary data analysis only, which is the major limitation of the
research. Moreover, the sample size selected for the survey is small compared to the objective
of the study. In addition to this, findings have not be compared to the findings of existing
papers.
Conclusions and recommendations
In conclusion, it can be mentioned that compared to traditional media channels, social
media channel are more effective because millions of users are regularly active in social
media platforms and this is a significant marketing opportunity for TecnoSetting which are

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supposed to promote its services online. On the basis of the finding, following
recommendation have been provided.
Recommendation 1: To collect customers’ data through Information Technology
With the help of Information Technology, the organization can learn about the consumers’
taste and preferences such as the apps, they use, the websites they prefer to visit, and kind of
services they presently avail. This data would help the business to design the services
accordingly and approach the consumers (Berthon et al., 2012)

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References
Berthon, P. R., Pitt, L. F., Plangger, K., & Shapiro, D. (2012). Marketing meets Web 2.0,
social media, and creative consumers: Implications for international marketing
strategy. Business horizons, 55(3), 261-271.
Palinkas, L. A., Horwitz, S. M., Green, C. A., Wisdom, J. P., Duan, N., & Hoagwood, K.
(2015). Purposeful sampling for qualitative data collection and analysis in mixed
method implementation research. Administration and policy in mental health and
mental health services research, 42(5), 533-544.

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Appendices
Questionnaire
1. Which of the following media channel do you mostly follow?
 Instagram
 YouTube
 Facebook
 Twitter
 TV
 Radio
2. How often do you book essential services (ticket booking, food, appointment, etc)
online?
 Very often
 Rare
 Do not book
3. Do you feel the need of household services to be met online?
 Yes
 No
 Do not know
4. Which of the following channels of services are effective to you when you are
required to repair your Refrigerator and Washing Machine
 Call the repairing service agency
 Book through online and set the appointment
 Visit the regional repairing outlet

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Table
1. Which of the following media channel do you mostly follow?
Options No of responses Percentage Total Respondents
Instagram 12 24% 50
YouTube 13 26% 50
Facebook 10 20% 50
TV 7 14% 50
Radio 8 16% 50
2. How often do you book essential services (ticket booking, food, appointment, etc)
online
Options No of responses Percentage Total Respondents
Very Often 32 64% 50
Rare 10 20% 50
Do not book 8 16% 50
3. Do you feel the need of household services to be met online?
Options No of responses Percentage Total Respondents
Yes 35 70% 50
No 5 10% 50
Not quite
sure
10 20% 50

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4.Which of the following channels of services are effective to you when you are required
to repair your Refrigerator and Washing Machine
Options No of responses Percentage Total Respondents
Call the
repairing
service agency
15 30% 50
Book through
online and set
the
appointment
26 52% 50
Visit the
regional
repairing outlet
9 18% 50
Bibliography
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology & Marketing, 32(1),
15-27.
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity?
An empirical study of luxury fashion brand. Journal of Business research
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the
promotion mix. Business horizons, 52(4), 357-365.