A Study on Internet Marketing Usage by Small Indian Entrepreneurs

The given assignment is about exploring internet marketing usage by small Indian entrepreneurs. It involves analyzing various studies and research papers related to internet marketing in India, including its impact on small businesses. The assignment also includes a list of references from relevant journals and articles, providing valuable insights into the topic.

Internet Marketing

Table of Contents
Introduction...........................................................................................................................................3
Task 1.....................................................................................................................................................3
1.1Elements of internet marketing....................................................................................................3
1.2Internet marketing mix ................................................................................................................4
1.3Comparison of internet marketing tools.......................................................................................5
1.4Interactive order processing work................................................................................................5
Task 2.....................................................................................................................................................6
2.1 Search engine marketing and its mechanism...............................................................................6
2.2 Suitable opt-in email marketing newsletter.................................................................................7
2.3 Best practice in online public relations........................................................................................7
2.4 New digital media communities..................................................................................................8
Task 3.....................................................................................................................................................8
3.1 Conduct secondary market research...........................................................................................8
3.3 Electronic customer relationship marketing..................................................................................10
Task 4...................................................................................................................................................11
Conclusion ..........................................................................................................................................13

Introduction
Internet role plays a vital role in the modern business environment and provide long term
success. It is related with the application of marketing concept and tools by using of
electronic media such as internet. Therefore, each and every corporation are using such
platform in order to expand their operation in an effective manner (Tiago and Tiago, 2012).
In the modern era, there are large number of people using internet through Facebook, You
Tube, Instagram etc. In this case, a firm need to use internet applications in to their marketing
techniques in order to reach to its end user and provide a long term growth to its business.
This report is based on Tesco PLC which one of the largest supermarket chain in the United
Kingdom and they also conduct their operation in to other parts of the world (Nosrati and et.
al., 2013). The main purpose of this report is to understand the concept of internet market and
its effective application in order to gaining competitive advantage.
Task 1
1.1 Elements of internet marketing
It is essential for a business unit is to understand the different elements of internet marketing
which helps to sue in the current business situation. These are various aspects which
considered by the cited firm before applying all these elements in to their business (Kent and
et. al., 2013). These are:
Website: A website an internet platform where a company can communicate directly with
their stakeholder such as customer, employees, suppliers, investors etc. With the helps to
such application Tesco can put all relevant information which can be easily accessed by them
(Hung and et. al., 2012). For instance, cited enterprise can provide all financial data on their
website which can provide the real picture of their performance at the right time to its
customers.
Social media marketing: Today, there are millions of people are using social media to interact
with each other. These platforms can involve Facebook, Instagram, Twitter, LinkedIn, You
Tube etc. (Gautam, 2012). For example, Tesco can use these platforms in order to create
awareness of their new fashionable clothing range to its customers in a cost effective way.
Search engine marketing: This is one of the significant element of internet marketing where a
company can promote their products to its customers. For instance, Tesco can pay to the
search engine operator to provide information and promote their products in an effective way.

Digital marketing: It is related with the conducing marketing activities by using different
from of marketing tools such as website, search engine, social media pad ads etc. (Chaffey,
2010).
Thus, Tesco required to use all these elements in to their marketing which is very crucial in
the modern time. Further, they also need to connect with its customer in a much better way
and maintain a good customer relationship management with them (Hoffman, and Fodor,
2010). So that they can create competitive advantage in the market and maintain their market
share as in an appropriate way.
1.2 Internet marketing mix
Marketing mix is related with the 4P’ssuch as product, price, place and promotion and it sue
in strategies to gain competitive position (Michaelidou, Siamagka and Christodoulides,
2011). In the context of internet these all four tools can be applies in a digital way. These
involves:
Product: This is significant for a business organization is to analysis and put their products on
their website. There is huge difference between physical selling and online selling
(Kondopoulos, 2011). It need a variety of aspects such as product picture, features,
information, price and other elements can be provided through internet. For example, Tesco
can provide 3d image of their fashionable clothing in more effective way. Further, they make
sure that their products look good and attractive for their potential customers.
Price: This is another element in where a company required to make payment more effective
and easy for their customers. Tesco can offer festive discount to its customer which can help
to increase market share and revenue. They can also make their payment online which
reducing time of its customers (Moss, Wulf and Mullen, 2013). For example, cited firm can
also provide installment facility to its loyal customers and gain competitive advantage.
Place: This is the third approach of marketing mix which related with the distribution center
and store. In the context of Tesco, they can open their digital store in term of website and
mobile application, where a customer can easily place its order which reduced time
(Ducournau and et. al., 2011). But this is the responsibility of a company is to offer deliver its
product at the right time leads to increase customer satisfaction level.
Promotion: It is related with advertising and promotional aspects of firm’s products and
services in an effective manner. Tesco can use social media techniques to promote and create

awareness of their products in an effective manner which is very crucial and helps to gain
competitive advantage.
1.3 Comparison of internet marketing tools
There are various internet marketing tools which are used for promoting products and
services in a digital way. These methods can be:
Social networks: This is one of the most usable tool for marketing which promote and offer a
company’s products and services to its end customers (Tiago and Veríssimo, 2014.). There
are millions of people who are using these networks and having different types of information
through online. Tesco can use these application and collect a variety of information from its
customers. For example, they can conduct customer survey and evaluate this information to
improving its product range and increase sales.
Social news: There are different types of micro blogging site where a customer which having
billions of data can be used by the enterprise (Zhao and Zhu, 2010). Tesco can use Slashdot
and Reedit can be used by them and provide updated information of its product and its
features which is very crucial for a product success in the near future. For instance, cited firm
launch its new clothing range for women. They can use different social news and provide the
relevant information to its customers in a suitable manner and create awareness in the market
which is significant at the introduction stage of the product.
Email marketing: It has become one of the most useful tool for a business never before
introduced in the market. Email marketing is related with the direct marketing and use for the
relationship marking and maintain a long term relationship with them (Dehkordi and et. al.,
2012). Tesco can send email to its customers and informed to any specific information. For
example, they introduced a discount in the festive season. With the help of Email, they can
communicate with all customer and building awareness in a limited period. So that they can
gain competitive advantage and increase its market share and profitability as compare to
other firms.
1.4 Interactive order processing work
Supply chain having a large significant for a company and building value for their operations.
A SCM refers to acquiring goods from suppliers, transform in to finished good and delivering
to the end customers. Therefore, an integrated supply chain helps to reducing major issue and

increase the effective and minimizing operational cost. There are different components which
involves:
Order processing This is a system where a company receiving order directly from
its customers. It is a technological tool in which customer
placing order to the company on their data store (Hofbauer,
Stangl and Teichmann, 2010). The main purpose of this
approach is to increase the satisfaction level in order tom meet its
short and long term targets in an effective manner.
Online conformation The cited firm can be conforming such order through online and
sending a conformation message to its customers through mail or
SMS.
Tracking of order This is another facility where a customer can easily track their
order at the real time. Tesco can use GPS for such system and
increase customer satisfaction level.
Delivery At this stage, Tesco can send their products directly to its
customers. The cited firm also provide various option to term
such as Cash on delivery, Payment in Advance etc (Abbott and
et. al., 2013).
Data integrity One of the challenging task for a company is to integrate and
store their data in the longer run and use it in the near future. For
this they can use FIREWALL and other aspects where such data
are integrated and shared by different functional department at
any time.
System security This is the responsibility of the company to provide enough
security to their data. Because, there are variety of information
which sensitive for the company should be protected by using
approached cyber security in the long run (Persaud and Azhar
2012).
Task 2
2.1 Search engine marketing and its mechanism
Search engine marketing refers to the promotion of company’s website through increasing the
visibility in search engine results. It is also known as search engine optimization where a firm
create awareness of their webpage by using different digital media tools and develop
competitive advantage in the market. In the context of Tesco which having following pros
and cons (Sisodia and Telrandhe, 2010). These are:
Advantages of SCO:
Tesco can use SCO in order to target is customer is more effective way. For instance, Tesco
wants to introduced a new product and they can sue search engine in their marketing a
campaign in more effective way.

It also increases name recombination of the company even target audience without clicking
on ad.
Disadvantage of SCO:
This is a cost effective way which need a large capital and managing SEO and need regular
updating in order to maintain competitive advantage (Kent and et. al., 2013).
It takes time to search keywords and develop an effective search engine marketing campaign.
This is also required constantly monitor SEO which create complexities.
2.2 Suitable opt-in email marketing newsletter
It is essential for a company to communicate its customer and informed them about their
latest product and services. In the context of the Smart Restoration limited to create an Email
to create awareness in the market.
Respected Sir,
Our business is growing significantly in the last year now we launching a new producing
which is really innovative and high quality. We also providing customization facility and
free transportation to our loyal and regular customers at the best price in the market. We
have large number of products range such as divining room, kitchen, bedroom and office
furniture. Further, our company also proving you to select your desirable wood from Pine,
Redwood, Ash, Cherry etc.
Thank you for being our customer.
Thanks,
Smart Restoration limited

2.3 Best practice in online public relations
Online PR is very similar to the traditional PR where a company give all the information
which are useful for their stakeholders such as customers, government, community,
employees and investors (Nosrati and et. al., 2013). Fort this, there are various approaches
such as social media, bloggers, company website, Twitter etc. The advantage of these tools to
more connectivity with the public and information can easily spread ton the end users in a
cost effective manner. It helps to increase the demand of the product and create a strong
image of the company in the market. Further, this will also gain competitive superiority as
compare to other firms in the market.
2.4 New digital media communities
Today, there are large number of communication channels which helps to increase is relation
with them. These platforms can be:
File sharing websites: There are large number of websites available on the internet which
provide a facility where an individual can share document, multimedia, e-books and other
elements without any size limitations (Tiago and Tiago, 2012).
Chatrooms: It is communication platform people can discuss and construct an appropriate
conclusion. In the context of Smart Restoration Limited, they can solve their issue and quires
which increase productivity and efficiency in an effective manner.
Discussion group: This is also similar to the chatroom where staff can easily interact with
each other at real time and increase coordination with them (Sisodia, and Telrandhe, 2010).
Further, there are different types of issue which faces by the company needs to be solved by
the company and make their decision more quickly.
Blogs: It is essential for a company provide all relevant and updated information to its
customers (Persaud and Azhar, 2012). Blog is a most effective tool where a company write
about the products, its features, recent update and commenting customer and public opinion
on that. Smart Restoration Limited can use this system in order to increase awareness about
its product in the market.

Task 3
3.1 Conduct secondary market research
It is essential for a company to conduct secondary information in order to design and develop
new products. They need a variety of information such as customer changing need,
competitor’s information, recent market trends to make strategic, tactical and operational
level decision making. This is one of the most significant for Tesco to conduct feedback on
regular basis and modify their products accordingly (Hofbauer, Stangl and Teichmann,
2010). There are various tools and techniques which can be used by the company such as
primary and secondary data collection. For the primary data, they can sue online survey and
provide a set of question to them. This information can be easily collected and evaluated
which reducing time and cost. Further, they also need different types of secondary
information from various sources such as government census, website about the population
growth and size and they can easily forecast for the near future (Abbott, W and et. al., 2013).
There are two types of data qualitative and quantities and interpret in an appropriate manner
to make their decision more effective. There are following digital tool for data collection use
by the Tesco:
Online web survey: Tesco can use online survey and website survey to knowing the customer
attitude, consumer behavior and use such information to gain competitive advantage in the
market.
Government website: There are large number of data and information are uploaded on the
government website such as population size, growth and other relevant information. Tesco
can have collected its secondary information and use such information to make strategic
decisions (Dehkordi and et. al., 2012).
Mobile phone survey: Tesco having connect number of their loyalty customer they can send
SMS and collect relevant information which can be used in their decision making.
GPS tracking: The role of technology and innovation also significant for a company. Tesco
can tract GPS location of their customer visit and helps to understand the attitude and their
behavior (Zhao and Zhu, 2010).
Social media monitoring: This is recent development and more suitable approach where a
company can tract people social media platforms such as You Tube, Instagram, Twitter etc.
They can tract their like and dislikes which can record and interpret the for its target customer

product and services. For example, Tesco can target youth and tract their social webpage and
design its product accordingly and gain competitive advantage.
3.2 Design an online survey
Online survey is systematic approach of collecting data from customer and evaluate these
data in order to attaining competitive advantage. This type of facility helps to gather data in a
more accurate way and interpret in a digital manner (Tiago and Veríssimo, 2014.). There are
following stages involves in the online survey:
Decide project goals: Before conducting online survey a company required to crate their
research aims by using customer feedback in an effective manner. for example, in the context
of furniture company, there are following research goals:
 To understand the customer and its attitude towards the online shopping.
 To create awareness about the online activities.
Create a list of questionnaire: This is the second stage where cited firm required to
developing questionnaire. These are:
Questionnaire
Name:
Age:
Gender:
Q.1 Are you buying product through online?
A) Yes
B) No
Q.2 Are you ever bough furniture form Smart Restoration limited through online?
A) Yes
B) No
Q.3 Do you satisfied with the online services of Smart Restoration limited?
A) Satisfied
B) Dissatisfied
C) Highly satisfied
D) Highly dissatisfied
Q.4 In your opinion, the website of Smart Restoration limited is user-friendly for the

company.
A) Agree
B) Disagree
C) Highly agree
D) Highly disagree
Q.5 Please recommend your views on online services of Smart Restoration limited.
Invite participate: At this stage, the cited company required to make a list of their potential
participant. In this case, Smart Restoration limited having large number of customer where
they can be sending this questionnaire to them by the using of Google Doc.
Collecting information: In this stage, researcher required to collect all this information and set
in to an appropriate manner (Ducournau and et. al., 2011).
Analysis the data: This is the final step in which project manager interpret collected data and
make recommendation and conclusion in an effective manner.
3.3 Electronic customer relationship marketing
Customer relationship related with the maintain a long term relationship through providing
high quality services and provide high quality goods and services in an effective manner.
This is one of the most challenging task for each and every company to develop long term
relationship. In this way, Smart Restoration limited can use online platform such as
Facebook, Instagram, You Tube etc. For example, they can create a network of their loyalty
customer and sending email, SMS about their offers and new product launch information on
regular basis. There are following advantages of CRM as given below:
Customer value: With the help of CRM a company can increase its customer value through
providing high quality furniture products (Moss, Wulf, and Mullen, 2013.). They can easily
conduct feedback and improve their customer service which increase its customer loyalty.
Building long term relationship: This is another advantage of CRM in which Smart
Restoration limited can easily maintain a long term relationship with them and building
competitive advantage in the market.
Task 4
4.1 Produce an outline internet marketing plan

Developing an internet marketing plan is very crucial for a company which required to
focused each and every aspect in order to increase the effectiveness of such plan. In the
context of given case, Smart Restoration limited can use following stages (Kondopoulos,
2011). These are:
Situational analysis: This is the first stage of internet marketing plan which is related with the
internal and external environment. Internal environment is related with the customers,
employees, company’s policies, etc. These factors can be controllable by the firm. On the
other hand, external environment is beyond the control for the management. Therefore. An
effective plan can minimize such risk in the near future. These factors can be:
Political factor: These factors are related with the government stability and policies towards
the digitization. Smart Restoration limited required to evaluate these aspects and attain
organizational goals and targets in an effective manner (Michaelidou, Siamagka and
Christodoulides, 2011).
Economic factor: This is another factor which related with the fiscal and monetary factors
and its influence on the company.
Legal factor: There are various laws and legislation related with the digital platforms and its
impact on the business performance (Hoffman and Fodor, 2010). Therefore, Smart
Restoration limited required that to determine its influence and follow these rules strictly.
Social factor: In the context of UK, there are large number of people which are using internet
and buying products through online. Smart Restoration limited helps to understand their
attitude towards the company (Gautam, 2012).
Technological factor: The role of innovation and technology plays a vital role in the context
of any company. Smart Restoration limited can use innovative technology in order to gain
competitive advantage (Hung and et. al., 2012). For instance, cited firm can use social media
tool in order to promote its products and services in an effective manner. So that they can me
its short and long term goals and targets in an effective manner. Therefore, company required
to use new application and different technological tools which can provide competitive
advantage to them. For instance, cited firm wants to introduced a new furniture range. For
this they need to sue various marketing tools such as Facebook, Instagram and You Tube in
order to gain competitive advantage in the market and attain its short and long term targets in
an effective manner.

Identify target market: This is the second stage where a company required to determine its
target customer so that they can developing strategies (Internet Marketing Podcast. 2016). In
the case of Smart Restoration limited required they can target for potential customer of
middle and upper level for its furniture products. Further, they can also provide premium
products to the niche market.
SWOT analyses of Smart Restoration limited
Strength The cited firm provide high quality furniture of its customers.
The firm having enough customer which can provide a competitive
advantage.
Smart Restoration limited also provide effective customer service.
Weakness The firm is having a limited number of customer which is not enough
for the company (Kent and et. al. 2013).
They also have limited resource which is not quite enough to gain
competitive advantage in the market.
Opportunity There is various emerging market such as India and China which can
provide competitive position in the market.
Threats There are various business firm already operate their business and
provide tough competitive to them which is not good for the company.
Marketing plan budget:
Particulars Jan (£) Feb (£) March (£) April (£)
Demand
generation
800 500 200 200
Digital
strategies
1000 500 480 150
Social media 800 639 400 450
Content and
documentation
480 150 180 260
Implementing and control: This is another stage where Smart Restoration limited to
implement their overall plan in an effective manner (Nosrati and et. al.,2013). At this stage
they need to monitor marketing plan which helps to increase its effectiveness and success.
4.2 Create a presentation on pay per click advertising.

Internet platform one of the most appropriate tool for advertising and its helps to create
awareness product and services. Pay per click is a marketing model advertiser use website
and put ads. It is pull strategy which can increase competitiveness in the market. In this
approach, company tries to make their ad more effective and attractive.
Advantage:
 It is cost effective way for advertising where a company only pay when somebody
click on their ads.
This advertising model is also effective because it can measure and get the rate of return in an
appropriate manner.
Disadvantage:
 There are large number of people are not usually ignoring pay par click.
 If a company not hire experts of PPC it will not get the expected return.
TASK 4

Conclusion
On the basis of above mentioned report it has been concluded that the role of internet
marketing in business is very significant. The report discussed about the different elements
and tools of internet marketing such as website, social media, digital marketing and so on.
The marketing mix also has been used which are similar in the e-marketing and gaining
competitive advantage for the company. The second part of this report related with the search
engine marketing and its application in the business operations which helps to increase
productivity and efficiency. Further, the role of email marketing, online public relation and
digital media marketing are significant helps to gaining competitive advantage in the market
in order to meeting short and long term organizational goals. The third part of this report
talked about the significance of data collection and its methods which can includes primary
and secondary. At the end, it also concluded that to developing an internet marketing plan in
the context of Smart Restoration limited and the role of pay-per click which helps to create
presence in the market.

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Onilne
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