Impact of Online Marketing on Connecting Customers towards Shree Krishna Vada Pav: SKVP

This dissertation aims to identify the impact of online marketing in connecting customers towards Shree Krishna Vada Pav: SKVP. It examines the role of online marketing in attracting customers towards SKVP, evaluates the benefits of attracting a larger customer base, and examines the challenges that SKVP could face in the absence of online marketing. The study will be conducted using quantitative research methods and statistical tools such as SPSS. The data will be collected from 15 employees of SKVP and analysed using descriptive and inferential statistics.

Dissertation
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Contents
Topic: To identify the impact of online marketing in connecting customers towards the Shree
Krishna Vada Pav: SKVP................................................................................................................3
CHAPTER ONE: INTRODUCTION..............................................................................................3
Background of the topic/ Research ........................................................................................3
Research Aim:........................................................................................................................4
Research Objectives: .............................................................................................................4
Research Questions: ..............................................................................................................4
Scope of the research .............................................................................................................4
Significance of research.........................................................................................................5
Rationale for the research.......................................................................................................6
Structure of dissertation..........................................................................................................6
Outline of research methodology...........................................................................................7
CHAPTER TWO: LITERATURE REVIEW..................................................................................9
Introduction of Literature Review..........................................................................................9
What is the concept of online marketing?............................................................................11
What are the roles of online marketing in attracting customers towards SKVP..................12
What are the advantages of attracting larger base of customers for the success of SKVP. .15
What are the major challenges that SKVP could be faced in the absence of online marketing
..............................................................................................................................................17
Conclusion of Literature Review..........................................................................................19
Research gap.........................................................................................................................20
CHAPTER THREE – RESEARCH METHODOLOGY..............................................................21
CHAPTER FOUR: DISCUSSION................................................................................................26
CHAPTER FIVE – CONCLUSIONS AND RECOMMENDATIONS........................................36
Conclusion............................................................................................................................36
Recommendations................................................................................................................38
REFERENCES..............................................................................................................................40
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Topic: To identify the impact of online marketing in connecting customers
towards the Shree Krishna Vada Pav: SKVP
CHAPTER ONE: INTRODUCTION
Background of the topic/ Research
Online marketing is defined as the practice of leveraging the web-based channels with the
objective to spread message regarding an organisation’s brand, goods as well as services. Along
with this, it is also referred as digital marketing and consist of several branches that is search
engine marketing, social media marketing and many more. Under the digital marketing, it
comprises of various marketing efforts that are used by the companies. It comprises of various
channels that is search engine, social media, websites and many others. Online marketing allows
the company to reach to a larger audience in order to spread knowledge about the products and
services. Nowadays the key to reach larger audience is to implement marketing in a successful
manner and there are various strategies which are used by the companies. As there are various
types of content that can be chosen by the company such as EBooks, Visual, social media posts,
blogs, podcasts and many others. All these ways tend to enhance the level of involvement as the
users share a post or like a photo all such actions are measured. All such activities are known to
elevate the level of engagement of the customers in the company. Furthermore, it comprises of
low operating cost and earlier there were traditional ways such as ads in newspaper or radio.
With the help of marketing the performance can be measured and the result can be ascertained.
That is why the business will be getting good ideas on the ways to promote the company’s
products and services. Such as about the sales, profitability and the customers. The company will
be able to handle various things at the same time and the satisfaction can be provided to the
customers. Under this the campaign will be used to target the desired customers by making use
of internet. It is just one mouse click automation as compared to the traditional ways and it is
easy to implement in the companies. Due to this the customers will be able to research about
various companies as per their choice. And it is growing in popularity and it is diverse in nature
as various tools are involved in it. Under this the company is able to build better relationship
with the customers. Most of the companies make use of online marketing channels in order to
promote its brand and offerings to large number of people which further leads to towards
increase in sales, profitability, revenue level, customer base and so on. Due to COVID-19, most
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of the companies are wholly shifted towards online marketing which help them to fulfil the
demand of customers and maintain its customer base level as well. Online marketing allows a
company to develop relationship in a targeted manner which is not possible with the use of
traditional marketing. For the present study, Shree Krishna Vada Pav: SKVP is chosen as a base
company. It is one of the South Indian restaurant in UK that is specialising in Maharashtrian
dishes, wraps, sandwiches and so on. SKVP was founded in 2010 and is situated at Hounslow in
UK. The main objective to conduct the study is to the impact of online marketing in connecting
customers towards the brand.
Research Aim:
To identify the impact of online marketing in connecting customers towards the brand: A
study on Shree Krishna Vada Pav: SKVP
Research Objectives:
 To develop basic understanding about the online marketing.
 To examine the role of online marketing in attracting customers towards SKVP.
 To evaluate the benefits of attracting larger base of customers for the success of SKVP.
 To examine the challenges that SKVP could be faced in the absence of online marketing.
Research Questions:
 What is the concept of online marketing?
 What are the roles of online marketing in attracting customers towards SKVP?
 What are the advantages of attracting larger base of customers for the success of SKVP?
 What are the major challenges that SKVP could be faced in the absence of online
marketing?
Scope of the research
The present investigation has broad scope as it assists company to connect with the
customers in an effective manner. Along with this, it also helps company to increase its sales,
develop market presence, enhance brand image, improve its productivity and many more.
Moreover, it also assists organisation to achieve competitive edge at marketplace. The use of
online marketing help in gaining knowledge regarding customer requirements and fulfil them
timely and effectively. Furthermore, it assists respective organisation to resolve the queries of
customers timely because of which positive mind set is developed towards the brand and there is
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high customer retention. It is important for an organisation to make use of online marketing as it
assist in reaching large customers and also help to gain higher growth as well success at
marketplace. This shows that present study has broad scope for both the company and researcher
as well. It also help researcher to learn about the online marketing, its role in connecting with
customers and also assist to improve skills that is data collection, communication, presentation,
time management and many more.
Significance of research
In the present time, online marketing is one of the significant aspect for a company’s
growth and success as it helps to connect with the customers and maintain good relationship with
them. Along with this, it also help organisation to enhance its reach which has positive influence
on the overall sales as well as profitability of organisation. The present investigation allow
investigator to know about role of online marketing in brand awareness and enhancing the skills
such as data analysis, data collection, technical knowledge and many more. Moreover, online
marketing strategies help organisation to attract customers and response to their queries rapidly
due to which they remain loyal for longer time period. It will also help respective organisation to
deal with the issues which is faced by them because of absence of online marketing. This will
help company to make further improvements and gain higher growth effectively. With the help
of the research, the readers will be able to get proper information about the concept of online
marketing as internet is one of the common way to reach out to people. That is why the company
will be able to find out the targeted customers who are interested in the company and its products
or services. Likewise, online marketing is said to be one of the significant aspect for a company’s
growth and success as it is known to support in order to build a link and connection with the
customers and maintain good relationship with them. The researcher will understand the
advantages in relation to attract the larger base of customers for the success of the chosen
company. Online marketing is said to be the powerful tool which supports the company to reach
to the targeted audience and it comprise of various such as email marketing, social media, online
video, email marketing and many others. Online marketing is also divided into various categories
such as mobile marketing, Email marketing, content marketing, pay-per-click, marketing
analytics, affiliate marketing and many others. Digital marketing comprises of wide variety of
the technologies and the marketing tactics in order to treat customers better.
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Rationale for the research
The purpose of doing the study is to understand the whole logic of the research and it will
address the issue which are linked to the advantages of attracting larger base of customers for the
success. One of the main reason to conduct the study is related to identify the influence of online
marketing in relation to connect the customers towards the brand. In addition to this, the study
will assist investigator to know about concept of online marketing. Also, about the benefits
gained by an organisation to attract large customer base. Moreover, it will also assist researcher
to know about the challenges faced because of absence of online. The present researcher will
assist different stakeholders such as the researcher, organisation and people connected with it. In
context to organisation, it helps company to gain insight about online marketing and implement it
properly that has positive impact on its customer base level, sales, profitability, market presence
and so on. The researcher will be able to learn and improve various skills that is time
management, communication, research skills, data collection, data analysis and many others.
Furthermore, it will also help investigator to conduct future studies in more effective and
systematic manner. The learning from the research will be implemented in the future research as
the study will clear the various concepts of the study (Knottnerus and Tugwell, 2018).
The irrelevant gap in the literature is related to the concept of marketing and its role in attracting
customers. That is why the results of the study will accomplish better hold on the chosen topic as
internet banking has become current trend for the business. It is one of the leading medium for
managing the process of marketing globally. Along with it, the main convenience of marketing
online is said to be one of the biggest advantages of internet marketing. In that process the
internet has extremely easy accessibility with consumers using the internet and reaching markets
anywhere in the world. Likewise, purchasing goods from across borders now reduces the cost of
transportation for the consumers and the companies. Another advantage is related to cost in the
business as the company can advertise cheaper with internet marketing as compared to the old
and traditional methods of advertisement. For example, ads in newspapers, television and on the
radio. In online marketing, one can easily get a free listing in a wide range of business
directories.
Structure of dissertation
Chapter 1: Introduction: It is the first part of dissertation which consist of the entire information
about research aim and objectives along with the reason behind conducting it. The main
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objective of this chapter is to develop research aim and objectives by considering its scope as the
other chapters is based on it.
Chapter 2: Literature review: It is the second chapter which consist secondary information
collected from various sources that is articles, journals, books and many more. By analysing this,
investigator can easily fulfil this gap by developing research questions. Also the readers will be
able to get proper knowledge about the topic. This is a term which is used to explain the proper
knowledge on a particular topic. It can also be said that it is complete analysis with the aim of
identifying the better conclusion of the study (Tayebi Abolhasani, 2019).
Chapter 3: Research Methodology: It is one of the important and main chapter which consist of
tools and techniques, methods of data collection and analysis and so on. These methods are
research design, research philosophy, research strategy, research ethics, research approach and
many more. The main objective of research methodology is to gather information from various
methods so that valid and reliable outcome will be developed. Along with it, it helps in providing
the sound findings of the research which also allows to keep the readers on track and it makes the
research smoother and manageable. It also helps in providing the detailed plan to the readers in
order to explain their approach. It is the design through which the data is gathered which
comprises of the blueprint for the collection in order to attain the research projects (Ledford and
Gast, D.L. eds, 2018).
Chapter 4: Research and findings: This chapter is associated with the data collected through
primary and secondary data. In this chapter, the research outcome is stated in an understandable
and effective manner so that positive outcome can be achieved.
Chapter 5: Discussion and analysis of findings: In this chapter, the analysis of findings has
taken place and is representing with the help of bar charts, graphs and many more.
Chapter 6 – Conclusion, Recommendations and Further Implication: It is the last chapter
which is significant and important for doing any form of dissertation. this chapter consist of
entire information of study briefly which assist reader in identification of aim as well as
objectives of output is attained or not.
Outline of research methodology
In context to the present investigation, positivism as a research philosophy will be applied
as it helps to gather quantitative information in an effective and timely manner. Along with this,
deductive approach will be applied in order to collect quantitative and primary data. With
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reference to research choice, the method which is effective is quantitative research choice as it
assists to collect numerical information and is also based on facts as well as figures. Furthermore,
the data collection method which is used in primary as well as secondary method. The reason to
choose this is it assist researcher to father information directly from the source because of which
valid and reliable conclusion can be drawn. Moreover, probability sampling method will be
applied and with the help of this, the respondents are selected randomly. This help researcher to
select large sample size randomly and gather appropriate data. The respondents select will be the
15 employees of SKVP. One of the reason to select them as respondents is they have information
about company policies, working as well as activities due to which they can give better
information to researcher. Furthermore, to analyse the gather data frequency distribution method
will be applied as it helps to analyse and interpret primary information and also help to represent
the findings in the form of charts and graphs which is easy to understand by others.
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CHAPTER TWO: LITERATURE REVIEW
Introduction of Literature Review
Literature review is referred as an overview of the previously published articles and works
on a particular topic. In addition to this, it is the survey of scholarly sources which gives an
overview of a specific topic (de Araújo Lima, Crema, and Verbano, 2020). It is the secondary
data which is gathered from different sources that is books, articles, Journals, online polls and
many more. It allows researcher to collect in-depth knowledge about topic because of which
valid and reliable conclusion can be drawn. The main objective of literature review is to analyse
the research gap. In the previous studies, there is a discussion about concept of online marketing
along with its importance. In addition to this, it also includes data about the online marketing
strategies used by companies but it lacks data about the impact of online marketing in connecting
customers towards the brand (Shen and et.al.,2020).
In other words, it is a piece of academic knowledge and information of the literature on
the particular topic. It includes many critical evaluations on the research topic. There are some
steps in literature review to conduct to write the right review such as clear about the areas of
research, searching the relatable literature, understand & identify the gaps, organise the structure,
and write the literature review (Castro, and Tumibay, 2021). it is an overview of the particular
topic. Literature review helps the researcher to analysed and collect the right information about
the specific topic. It provides many benefits to complete the overall research because it is the
information of previous research for the current topic which is helps to complete the research
easily. In order to fulfil this gap, some of the research questions were developed that is given
below:
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Theoretical framework
The 7Ps theory will allow the chosen company to review and understand the key issues as
it tends to impact the marketing of its products or services. With the help of this the company
will be able to plan properly in order to take best decisions for the marketing. The products will
be sold easily if the marketing plan is clear already. With the help of 7P's of marketing several
decisions can be taken by the organization in terms of reaching out to their customers. In this
manner in the context of brands existed within UK this is analysed that using 7P's marketing mix
strategy the organisation may minimise their marketing challenges and acquire market success.
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What is the concept of online marketing?
As per the viewpoint of Lucy, (2021), online marketing is defined as the tools which is
used by an organization in order to promote goods as well as services through the internet. In
addition to this, it consists a wide range of elements as compare to traditional marketing. In
addition to this, there are many benefits that is gained by a company because of online marketing
that is it help to reach large number of customer base, assist in attracting large customer, decline
expenses, increase growth, improve customer service, allow company to attain competitive edge
and many more. It is also known as internet marketing or digital marketing and is consist of
several branches that is search engine optimization, social media marketing, search engine
marketing, pay per click advertising and so on. it is determined that online marketing help a
company to connect with the customer and maintain good relationship with them which has
positive affect on the brand image and customer base of an organisation (Online marketing,
2021). It also assists organisation to provide 24*7 assistance to customer due to which positive
mind-set is developed and customers are retained for longer time period. Online marketing
enhances an organisation brand awareness by developing its online presence across globally.
According to Ginting, (2022) Online marketing is basically the activity of using web based
channels in order to spread message regarding an organisational good, services, brand to the
potential customers. In addition to this, there are many methods that is used generally for online
marketing consist of social media, email, search engine optimization, display advertising and
many more. One of the main objective of using online marketing is to increase its customer base
by reaching to large number of potential customers (The Importance of Online Marketing for
Business, 2022). There are many benefits that is gained by organization because of online
marketing that is millions of customers are available online and thus company has the great
opportunity as well as the advantage to reach prospects that has positive impact on its
productivity and performance level. In addition to this, online marketing is significant to assist
higher quality traffic due to which company is able to target particular leads in an effective
manner. It is analysed that online marketing help in increasing business visibility as when
organisation is shifted to online marketing then it exposed to thousands of people which
increasing the visibility of large number of customers on organisational offerings. Furthermore,
one of the significance of online marketing is it help in maintaining good relationship with
customers due to which they remain loyal with the company for longer time period. Moreover, it
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also helps a company to increase its sales, profitability and revenue level in a less time and costly
manner. It is analysed that with the assistance of online marketing, a company is able to enhance
its market size and presence that further leads towards attainment of competitive advantage at
marketplace.
According to the point of view of Florido-Benítez (2021) online marketing is also called as
the digital marketing. It is the strategy that is play a vital role in promoting the brand, product &
services to the customers. Online marketing refers to the term where a company is able to
introduce about their product & services to its customers. Online marketing helps to increase the
productivity and profitability of the business or company and provide many advantages such as
awareness of product, increasing performance, attracting customers and many more, online
marketing can be done through via social media marketing, content marketing, mobile marketing
and many more which is the types of online marketing.
It is the important method after the Covid-19 situation because it is the only term which
helps to provide product & services (Singh, 2017). It is the term that is used by every business
and company to promote their brand and services of the purpose of increasing the sale and
awareness (Kisiołek, Karyy, and Нalkiv, 2021). It is the important strategy to promote the
services because in the current trends, digital marketing is most usable web-based method to use
by customers for consuming their time and money. It is also helps the customers to gain the
knowledge about current trends and purchase it without going anywhere.
What are the roles of online marketing in attracting customers towards SKVP
According to Ren, (2019), It is stated that online marketing has become more famous in
current market as it covers the wide area to promote the product and service. The online
marketing help to SKVP to identify the ideal consumer so they can easily influence the visitors
to buy a meal (Cutolo and Kenney, 2021). The SKVP take competitive advantages with the help
of online marketing. There are various points that will mention below.
Convenience and instant service: The most of the people are familiar with mobile and
internet as it makes easy to influence the consumer through online marketing (Sokolova and
Titova, 2019). The SKVP use online marketing such as social media, email and paid promotional
activities that is helpful for respective company upload its video content and image content for
alluring the consumer to try delicious meals.
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Low cost for operations: The company success depends on effective advertisement so
the SKVP has been using online marketing that help to reduce of extensive advertisement such as
newspaper, TV and radio (Sozinova, 2018). The SKVP use online marketing in which company
send the advertisement in email instead of postage, paper and printing that save the money and
time.
Measure and track results: The online marketing allow the company to track the
campaign traffic as it help to identify the advertisement progress (Chen and Lin, 2019). The
online marketing of SKVP asses to better grow up lead, sales, traffic and conversions so that it
boosts its product awareness.
Demographic Targeting: The SKVP can easily target to right consumers on the basis of
demography as they focus on consumers who like vada pav and other Indian foods that help to
increase the revenue (Shapiro and Layton, 2019). The traditional marketing aim at entire
marketplace but the online marketing focus ideal consumers.
Global Marketing: The SKVP easily communicate or interact with global consumers
with the help of online marketing. The respective company target international consumers so that
they easily expand its market in different area (Stoenescu, 2018). The SKVP has social media,
website and mobile app that help to connect the global consumer with the help of internet.
Ability to multitask: The SKVP have capability to handle the millions of consumer at
same time so that they save the time of marketing. The SKVP's website allow to many
consumers to buy numbers of products and get the informative details at real time.
24/7 marketing: The online marketing help to SKVP to run a marketing campaign for
every time. The advertisement reach to consumer when they start their laptops and mobile so that
it makes effective marketing (Cheung, Pires and Rosenberger, 2020).
Automated: The online marketing of SKVP help to promote delicious meal with one-
mouse-click automation. The SKVP use fully automated systems to foster the brand awareness
across the global (Priya, 2018). On the other hand, he traditional marketing require lots of time to
promote the products and service.
Data collection: The SKVP's website allow to collect the different data such as
consumer's name, phone numbers, and consumer's interest area. These data help to know the
target audience so that respective company easily allure to consumers to try the tasty foods (Bu,
Parkinson and Thaichon, 2021).
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It is analysed that online marketing plays an important role in attracting customers in an
effective manner. In addition to this, it helps a company to improve its sales and profitability
which further leads towards growth and success (Handayani and Susandy, 2022). It also allows
company to increase its market presence and brad image which leads towards attainment of
objectives timely.
As per the view point of Storm, (2020), it is analysed that online marketing plays an
important role within an organisation as it assists in generating new leads, traffic, sales for the
business through reaching large number of people who are looking for goods and services. In
addition to this, it is determined that with the help of online marketing, SKVP is able to attract
and reach large number of customers that further leads towards improvement in sales as well as
profitability (Naseri, 2021). It is determined that online marketing is significant as it assist
company to grown as around 4.3 billion people are on wen in which around 2 billion are online
shoppers (The Role of Digital Marketing, 2020). This provide an opportunity to the company to
reach large number of customers and increase its customer base level that further assist to attain
competitive advantage as compare to its rivals.
Furthermore, by the assistance of online marketing, companies are able to provide 24*7
assistance to its customers and resolve their queries rapidly which further positive mind-set of
customers towards and leads to retention as well as customer satisfaction. Online marketing also
allows respective organisation to track the requirements of customers and offer them as per their
needs which further leads increase in customer base and retention as well (Gautam and Sharma,
2017). The customers can easily get information about the offerings in online marketing which is
time saving and convenient for them and is the reason that online, marketing help in increasing
customer base of an organisation.
As per the point of view of Palalic and et.al (2020) online marketing is becoming the
most useful term for the current market trends because it is helps to cover the overall area of
promotion of the product & services of the business. Online marketing is an effective and
strategic term to promote the services and brand because it provides many terms such as social
media, content marketing, email marketing etc. social media is one of the most important term in
today world which is the part of digital marketing (Sharif and Butt, 2017). Social media is the
powerful strategy to attract the customers because in current trends social media is used by
everyone, the role of online marketing is to produce about product and services on the online
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sites to aware the customers about the services and product (Cao and et. al., 2021). In relation to
SKVP, online marketing helps them to promote about their services to the customers via online
marketing and aware the customer. The role of online marketing within the SKVP, they are able
to introduce their business and it services to customers and attract them by providing the better
information (Elia, and et.al., 2021). The role of online marketing helps them to increase the
productivity and performance of the business by attracting the customers towards the services of
SKVP. The role of online marketing for SKVP is to promote their services all over the nation
which helps them to extend the business in other countries also. Online marketing is play
important role in attracting customers towards the SKVP.
What are the advantages of attracting larger base of customers for the success of SKVP
As per the view point of Donati, (2020), customer base is defined as the engaged and most
loyal customers towards the brand. In addition to this, a loyal customer is one who have the
knowledge about products value proposition, features and benefits of product and so on. It is
important for an organisation to focus on developing loyal customer base as it help in gaining
higher growth and success at marketplace. An effective customer base is developed when a
company focus on customer requirement and fulfil it in a timely manner. It is analysed that
marinating and retaining large customer base provide various benefits to an organisation. One of
the advantage is saving money as it is analysed that retaining customers prefer repeat purchase
which often cost less as compare to make new customers. This help an organisation to save
money to reinvest into improvement of company. Another benefits gained by company due to
attracting large customer base is increasing profits as it is analysed that if a company has large
customer base then there is increase in sales of product and services which has positive affect on
profitability of company. Along with this, increasing in profitability further allow a company to
gain high revenue level and attain growth in an effective manner. Brand loyalty also assist a
company to increase profits as customers only buy that particular brand when they require
replacement products. Attainment of competitive advantage is also consider as an advantage
which is attained by company due to attracting large customer base which further leads to
success. It is stated that high customer base increases sales and profitability of company and also
help a company to maintain its performance level and all this leads towards achievement of
competitive edge as compare to its rivals. It is important for a company to focus on analysing and
fulfilling the requirements of its customer base and develop strategy to retain them as it help in
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gaining higher growth and success at marketplace. Brand improvement is also the benefits that is
attained because of increasing customer base (What is customer base and why it matters to an
organisation, 2020). It is analysed that increasing customer base help respective company to
increase the amount of information collected that includes what products customers required,
how and why customers make purchase, what kind of customers it have, why customers refer
other brand, feedback which customer gave after using current products as well as services.
Gaining of all this information help SKVP to develop an effective strategy in order to fulfil
customer requirements and retain them with the brand for longer time period. It also allows
company to make improvements as per the feedback provided by the client. All this leads and
assist an organisation in brand improvement at marketplace in an effective manner.
Competitiveness also considers as an advantage that assist SKVP to gain success. It is stated that
gaining new customers enhance both influence as well as market share which help SKVP to
compete with the similar brand in an effective way. Competing with brands with the objective
for gaining new customers gives reason to company to develop additional reason in order to
create new offerings and make improvements in the existing ones that potentially increasing
brand loyalty and awareness. All this further help respective company for high competitiveness
which is important in order to gain success at marketplace. It is significant for an organisation to
emphasis on increasing its customer base in order to enhance brand loyalty and to maintain its
performance level which is vital in order to sustain in this competitive business environment in
an effective and appropriate manner. Moreover, it also helps to attain higher growth as well as
success effectively and properly (Ariffin, Mohan and Goh, 2018).
According to Lusty, (2021), it is stated that there are various advantages which a
company is achieved by increasing its customer base level. The organisations form and
implement various strategies in order to increase its customer base such as offer discounts and
attractive offerings to customers, expand into international market, use of social media for
promotion of goods and services, maintain good relationship with customers, quick response to
customer queries, make improvements as per customer feedback, develop positive word of
mouth, increasing brand promotion, use celebrity endorsement and many more. All such
strategies assist in increasing the customer base level which further leads towards attainment of
competitive advantage at marketplace (Benefits of Customer Retention, 2021). Moreover, it also
help SKVP to develop a positive mind-set of customers towards the brand that leads towards
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customer satisfaction and retention. Moreover, increase in customer base allow company to
enhance its market size and share which is needed and significant in order to remain as well as
sustain at marketplace for longer time frame. Apart from this, high customer base influence
market price which state that and reduce external risks because of which SKVP is able to
implement all the activities and operations in a timely and appropriate manner. Moreover,
increase in customer base with the help of online marketing has positive influence on the
employee productivity as they also get to learn about new things and develop technical skills
which is at present required for competitive business environment. All this stated that attracting
larger number of customers help an organisation to gain higher growth as well as success within
the marketplace.
In the opinion to Füller, Hutter, and Kröger (2021) online marketing is a important term
which is becoming the one of the most usable term for the marketers. Online marketing provides
many advantages to the business, customers, marketers, companies and industries where they are
able to promote the services, save the time and money and many more. In context to SKVP, there
are many advantages for the success of SKVP of online marketing. The advantages of online
marketing is to provide many platforms to promote the services and product. It is helps in
increasing profit and productivity of the business. It is helping the customer to save the money
and time. It is provide many opportunities to attain the competitive advantages. It is helps the
customer to collect the knowledge and information of current trends and product. It bis
increasing the product and brand awareness. It is improving the brand and customer base for the
business (Xu, Z., and et.al., 2022). It is helps in promotion of the services and many more. these
all advantages helps the SKVP in increasing their business's productivity and performance. It is
helps them to attracting more customers. It is increasing the awareness of their services. It is
increasing the profitability of the business. Digital marketing is most important term which is
provide many competitive advantages to SKVP.
What are the major challenges that SKVP could be faced in the absence of online marketing
According to McGovern, (2019), there are various major challenges which could be faced
by the organisation in the absence of the online marketing. While creating a digital marketing
plan, it is very important to pay emphasis on the marketing strategies of the organisation and in
case of lacking in online marketing can result in number of challenges and issues. Without the
online marketing, the company could not plan anything in a proper way and also its impossible
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for them to carry out day to day activities in a effective and efficient manner. For any
organisation, the concept of digital marketing is a highly serious and crucial way which can
results in affecting the success rate of the organisation. It is therefore very important to have
good company skills and fixed plan which is highly essential. In reference to organisation,
without concentrating on the digital marketing plan, it can result in affecting the overall
performance of the company. When it comes to customers, they are more informed as compared
to past and it is very essential to have the deep knowledge and understanding about the
customers which is only possible through having a deep understanding about the online buyers
and asking them to give feedbacks. When it comes to organisation, if it lacks in the digital
marketing plan, it can result in influencing the overall operations of the organisation. With the
help of online marketing, it helps and supports a company in setting up clear objectives and
without a effective digital marketing plan, the organisation cannot discover its weak spots (Top 5
Consequences of Not Having a Digital Marketing Strategy, 2019). In absence of online
marketing, the process of marketing and various activities can be very expensive and it is very
tough for the companies to measure the impact and influence of the marketing strategies as
without online marketing it is impossible to measure the performance.
With the use of online and digital marketing, it helps in making the day to day operations
easy and quick but if there is not use of online marketing there might be a lot of challenges that
could be faced by the organisation which comprises of training and retaining staff, recruiting
fresh talent, retaining old customers, attracting the new customers, being risk averse, generation
of leads, moving into new markets and maintaining funds and sufficient budget. For any
organisation, it is very important to use the online marketing methods for the purpose to increase
engagement, local reach, multiple content types, effective targeting, using and developing
various strategies and reach. With the help of online marketing, the company can easily have a
deep understanding about the marketing process, it helps in increasing the creativity, helps in
improving the culture of the company and also supports in better knowledge of the buyers and
customers. In absence of online marketing, it can result in improper marketing tactics, can result
in less knowledge and information about the marketplace and can affect the reputation of the
company.
As per the view point of Brown (2021), it is analysed that there are many issues faced by
companies when they make use of traditional marketing and there is no online marketing has
18

taken place. One of the major challenge is to reach large number of customers as in traditional
marketing, companies are able to reach limited number of customers but with the help of online
marketing, organisations are able to reach large number of customer in a rapid manner. Another
challenge that is faced is developing consistent branding which is one of the most significant
aspect of a company in order to develop relevant and recognizable brand at market as without
consistent branding, an organisation is not able to sustain for longer time frame at marketplace
(Challenges Marketers Face & How Digital Marketing Can Solve Them, 2021). Generating leads
and traffic is also the issue that is faced by company due to absence of online marketing. It is
analysed that earlier companies are not easily able to gain feedback from customers and their
requirements as well as it take high time and cost as well. But with the help of online marketing,
organisations are able to collect response of customers rapidly and gain insight about their
requirements which further help them to satisfy and retain them for longer time frame. Apart
from this, there are also many challenges faced because of absence of online marketing that is
creating the right content, attracting large customers in short time, developing brand image and
consistency and many more. All this issues are resolved with the help of online marketing and at
present it is one of the major reason of SKVP growth as well as success at marketplace.
According to the point of view of Kumar and et.al (2021) there are some major
challenges in the absence of online marketing for SKVP. It is analysed, online marketing is the
important term for all the businesses and companies in the promotion and awareness to brand and
product to its customers but if there is no online marketing then there is no promotion of the
brand and services. In relation to SKVP, in the absence of online marketing, they can faced many
major issues and challenges such as there is no promotion of their services, they failed to aware
their customers about their services, it will reduced the productivity and performance of the
business of SKVP. It will decrease the growth and production of the business, it will decrease the
number of customer (Cappa, F., and et.al., 2021). It will decrease the profitability of the business
and many more. These all challenges can affect the overall business and its operation of SKVP
which is the biggest disadvantage for them.
Conclusion of Literature Review
From the above literature, it has been concluded that online marketing is play a effective
role to attracting the customers towards the product & services. Online marketing is the term of
marketing strategies which is provide many opportunities to business to promote their products
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to the people by online platform. It has been concluded that online marketing is the strategy to
attain the large number of customers towards the product & services to increasing the sale and
profit. There are many roles of online marketing such as it is helps in promotion, advertisement,
product awareness and many more. In order to SKVP, the role of online marketing within SKVP,
they are able to introduce their facilities and services to the customers where, online marketing
helps to attract the customers towards the business. The role of online marketing in SKVP is to
aware the customers about their services and increase productivity and profitability of business
as well. It has been concluded that online marketing is the strategic term which provides many
advantages to SKVP to attracting the customer at the large basis which helps them to achieve the
success. Online marketing increase the profit, probability, productivity, image of the business.
There are many challenges that could be faced by SKVP in the absence of online marketing.
They can faced the issue in attracting the customers. They can faced the issue in managing their
business because there is no way to promote their business and services to the customers. In the
absence of online marketing, they can faced that the productivity and profitability can be reduce
which is the biggest challenge for them.
Research gap
The research gap identified in the present research is that is the missing data which limits
the completion of data that make the process of decision making slow and less effective. This is
considered as an important part of the researcher that makes the process of completion difficult
and hard for the researcher. Within the present research, main gap of research is the challenges
that marketers face in the absence of online marketing within the competitive market. As the
researchers find insufficient information which make the research weak and this creates issues in
while conducting the research. In order to overcome the research gap in an effective manner it is
important for the researcher to use better online methods so that they find authentic and reliable
information about the research topic in a detailed manner. This is important for completing the
research in a proper and deliberate manner and this results in achieving the research aim and
objectives in an effective manner.
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CHAPTER THREE – RESEARCH METHODOLOGY
Research methodology is one of the important part of an investigation as it allows
researcher to collect appropriate information as per the topic. In addition to this, it mainly defines
the method which is used to conduct the study along with the reason behind them to select. The
various research methods are research philosophy, research approach, data collection, research
choice, sampling and many more (Avci, 2021). This helps in providing different methods which
help the researcher in assembling and collecting data about the chosen topic in an effective and
appropriate manner. Each layer of the framework helps in interpreting in-depth knowledge and
information about research method and how each method is beneficial for collecting data. The
present investigation focuses on using quantitative research related methods so that the aim and
objectives can be achieved in an effective and scientific manner (Ratnam, 2019). It is known to
be the significant and the main chapter which consists of numerous techniques, tools methods of
data collection and analysis. These methods such as, research strategy, research ethics, research
approach, research design, research philosophy and many others. The main goal of the research
methodology is to collect the information with the help of various methods so that effective and
trustworthy outcome will be established (Hughes, M. and Barlo, 2021). Likewise, it also helps in
bringing better relations to provide the outcome and findings of the research. It is connected to
allow the readers to keep the the track of the information. Furthermore, it can also be said that
the research will be easier to conduct in a manageable form when the things are clear. It also
supports in providing the full plan for the readers in order to explain their approach. It is tone of
the design through which the data is gathered which comprises of the plan for the collection in
order to achieve the research projects. Research methodology is considered as the most important
section of the whole research as it helps in delivering all the best possible methods that helps in
deriving information about the chosen topic in an efficient way (Federighi, 2019). It is vital for
investigator to apply an effective method in order to collect data as it will help in attaining valid
and reliable results. In this present investigation, the investigator has selected Saunders Onion
framework model so that the complete investigation can be followed and carried on in a proper
way. The following research methods that help in collecting and interpreting quantitate and
qualitative data in an effective manner are defined as philosophy, approach, strategies as well as
quantitative and primary and secondary data collection methods. Moreover, it also assists
researcher to develop positive outcome in an effective and timely manner. It is said to be the way
21

which is used to carry out the research in order to collect the information. As on the basis of the
data type the research methodology can be further divided. Under this the method and
technology is find out with the aim of finding the outcome of a given problem (Phakiti and et.al.,
2018). The methods which are used in order to gather data for the present study is given below:
Research philosophy – Research philosophy is considered as an important part of the research
methodology because it helps the researcher in gathering and collecting valid and reliable data on
the selected topic. Research philosophy can be classified into two types which are defined as
positivism and interpretivism philosophies (Meredith and et. al., 2018). Positivism philosophy is
an important philosophy that helps in analysing quantitative data in a more reliable and effective
manner on the selected topic. Whereas interpretivism philosophy is also an effective philosophy
as it helps in interpreting subjective information on the given topic in a detailed and summarised
manner. For conducting the present research in an effective manner, the researcher has selected
interpretivism philosophy. The main benefit of choosing interpretivism philosophy is that it helps
in gathering and analysing qualitative information about the topic in a proper and efficient
manner. This method is cost effective and also helps the researcher in saving the time as
qualitative information is more easy to understand and results in collecting more detailed
information related to the topic.
Research approach
The term research approach is defined as the main plan and procedure that comprises of
various steps with the broad assumptions. It also comprises of various methods of data collection
and also the interpretation (Kumar, 2018). It is the most effective method of research
methodology which helps he researcher in analysing and gathering quality information about the
selected research topic in an effective manner. This method is generally used for doing
systematic analysis about the quantitative data and in achieving the research aim and objectives
in a proper way. Deductive and inductive are two different kinds of research approaches and are
used by the researcher for gathering information (Sampson, 2018). Inductive approach is derived
to be the most suitable approach for the researcher in collecting subjective information and that is
why it is selected in the present carried in research on the specific topic. This approach is used by
the researcher because it helps in gathering and analysing different theories and hypothesis so
that effective and productive results can be acquired while conducting the research. Thus, it also
assists the researcher in evaluating collected information about the topic so that the research can
22

be completed within the given frame of time in an effective and scientific manner. This method
is also cost effective and helps in saving the time of future researchers as they already have
sufficient information about the topic. Along with it, the research approach is said to be the main
plans and procedures for the research and it also contains of detailed decisions. As there are
various approaches such as qualitative, quantitative, and mixed methods (Mukherjee, 2019).
Inductive approach is helpful in collecting authentic information from different sources which
consists of articles, journals and many more in an effective and efficient manner. It is important
for developing in-depth information about the related topic in order to collect and analyse
information for attaining the research objectives in a proper manner.
Research choice:
Research choice is also considered as the most important method of research
methodology as it helps in gathering accurate and appropriate information about the selected
research study or topic in a better way. There are two different forms of research choice methods
and they are defined as qualitative and quantitative which helps in deriving information about the
topic in a precise manner. In conducting the present research in an effective manner, the
researcher has selected qualitative method because this will help in developing high variability
and reliability while conducting future research. It is the most important method as it helps
giving direction to the researcher on how to carry out the research in a systematic manner so that
no miscommunication can occur among different researchers (Mohan, Carvajal-Millan and
Ravishankar eds., 2018). Qualitative data is more easy to relate and understand by the researcher
and thus helps in achieving the research objectives in a more effective manner within the given
time frame so that no issue can occur. This is also because studying the theoretical part is more
easy to collect detailed data about the topic so that high variability can be achieved while
conducting the whole research. Qualitative research method helps in gaining better
understanding and knowledge about the topic in order to gain more reliable and valid data. This
method is quite effective and easy in approaching the research objectives in an effective and
efficient manner. Qualitative data is quite easy to understand and helps in collecting precise and
favourable data on the topic.
Data collection:
It is the most appropriate method of research methodology that helps the researcher in
gathering and interpreting information in a better way so that high quality information can be
23

gained on the selected research topic. Primary and secondary are two different methods of
collecting data about the selected research topic in an effective and scientific manner. For
carrying out the present investigation in an effective and suitable manner, secondary method is
selected as this will help in completing the research and analysis on the given topic in the given
time period (Wahlström, 2019). Secondary data collection method is selected by the investigator
because it helps in collecting already used data or information about the selected research topic
in a precise and reliable manner. Under this, the researcher has selected discussion method for
deriving appropriate information about the topic in order to attain research and objectives.
Secondary method is more reliable in gathering information about the topic from the different
sites and sources in a systematic and appropriate manner. Secondary data collection method help
the investigator in gathering used and already searched information from different sources like
articles, journals, magazines and so on. While articles are more appropriate because it helps in
collecting authentic information about the topic in a more detailed manner and for competing the
research in an effective manner. Primary method is also useful but for this particular research
researcher has selected secondary method because it helps in gathering and evaluating data in an
effective manner so that aim and objectives can be attained in a proper manner in less cost.
Research strategy:
Research strategy is also considered as the most suitable method of research methodology
which helps in collecting information on given topic in a proper manner. This method helps the
researcher in evolving several factors that results in giving appropriate and quality information
about the topic. Research strategies are of different types and can be defined as survey,
interview, questionnaire, experimental research, systematic literature review, ground theory, case
study and many more (Lai and Palmer, 2018). The current study is based on collecting
qualitative information, so the researcher has chosen case study method for analysing subjective
information in an effective way. It is important for the researcher to select right and relevant
source for deriving information from them about the topic is considered as the most effective
way. Case study method is selected by the investigator because it helps in gathering and
analysing information about the selected research topic from different data related to the topic.
This method is most suitable in case of qualitative research as this helps in achieving the research
goals and objectives in a more effective and appropriate way. This method is also cost effective
and also helps in saving the time of the researcher in an effective and appropriate way so that
24

accurate information can be achieved (Säfsten and Gustavsson, 2020). It is said to be the way in
which the data is collected and utilised and it is vast topic which comprises of great details. It is
also linked with proper knowledge and nature of the study. As various researchers have various
opinions in relation to the truth of the information which helps in understanding the various
assumptions. Case study strategy helps in developing better understanding about the topic as it
helps in collecting theoretical review of the information collected from the verified sites by the
researcher on the selected research topic. This method is more effective in collecting true and
relevant information about the topic so that they complete the research in the given period of
time.
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CHAPTER FOUR: DISCUSSION
Theme 1: The concept of online marketing
From the Above discussion, it has been discussed that online marketing is the important
term of marketing that is helps to promote the product & services of the business. It is helps in
product awareness as well as customer's awareness (Taylor, and Frechette, 2022). The concept of
online marketing is the one of the most usable term and strategy which is used by the business
and companies to promote their services and products to its potential customers. In other words,
it is the term of marketing strategy which is attain by the marketers for their product awareness
and promotion to the customers. It has been discussed that there are many types of online
marketing such as social media marketing, content marketing, email marketing, mobile
marketing and many more. It is also known as the digital marketing. It is the strategy where the
marketers are able to promote there services on the online platforms such as Facebook,
Instagram, Twitter, Email, Google and many more other online sources and customers are able to
awareness about the product & services. Online marketing is the powerful strategy because in the
current times online platforms are one of the most usable and effective term that is used by the
people in their free time (Melović, and et.al., 2020). It has been discussed that it is the best
strategy to promote the product and services of the business to the customers because customers
can easily attract towards the product & services by online marketing. It is also provide many
competitive advantages to the business such as it is help to increase the sale of the product,
increasing the productivity and profitability of the business, it is helps to attract more customers,
it is helps to promote the services, it is helps to compete within the market and extend the
business digitally.
From the above discussion, it has been examined that the process of online marketing
plays a significant role in promoting the products as well as services of the organisation. This
also facilitates on generating awareness among the people regarding the product or service
offered by it (Betti, Zanini and Rubinelli, 2018). The process of online marketing creates a strong
marketing strategy for organisation that assists in reaching as well as connecting with the target
market in a very personalised way. It has also helped in enhancing the sales operation of the
company at a reasonable cost. It has also been analysed from the above discussion that the
concept of online marketing is considered as one of the significant usable term as well as strategy
that is utilised by the organisation such as SKVP for the purpose of fostering its products and
26

services to its prospective target market. In simple words, it can be said that the term of
marketing strategy is adopted by the marketers of an organisation in order to generate the
awareness of its products and services among the people. This has also been discussed above that
there are a large number of the online marketing channels and some of these online marketing
channels include content marketing, social media marketing, email marketing, mobile marketing
and so on. These channels are also known as channels of digital marketing. The above
explanation also states that online marketing is referred to a strategy where the marketers are able
to foster the products and services of the organisation on the varied online platforms such as
Instagram, YouTube, Facebook, Twitter, Google, Email and many other online sources
(Chinoracký and et.al., 2022). These different sources of online marketing facilitates in
generating awareness among the market share about the products and services along with their
features and benefits of using them. The concept of online marketing which is discussed above
analyses that this process is considered as a strong strategy as within this modern era, online
platforms are one of the most effective as well as usable term which is used by the people within
their free time. It has also been analysed from the above explanation that online marketing
lowers the acquisition cost of the organisation in many ways as it target the most relevant
market-base and also generates high-quality leads along with activating retargeting campaigns.
In such manner, it is analysed from the above collected data that it is the best strategy to promote
the products as well as services of the organisation such as SKVP to the target market as they can
easily get attracted towards the goods and services through the process of online marketing. The
key advantage of using online marketing process and its different channels is that a targeted
audience can be reached in a very cost-effective as well as measurable way. Another benefit of
using online marketing process is that it provide assistance to an organisation in enhancing the
loyalty of its brand along with driving online sales in an effective and efficient manner. From the
research findings, it has been revealed that the concept of online marketing is appropriate and
attractive within integrated marketing communication strategy of the organisation through
boosting the brand awareness (Fuller, Porter and Kemp, 2022). It also facilitates in improving the
satisfaction level of the market share, easy integration and management and also assists the
automation of the marketing operations. In such manner, it is also analysed from the above
gathered data that the concept of online marketing provides a wide number of competitive
benefits to the organisation as it facilitates in enhancing the sales volume of the product or
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service of the company. In this manner, it also boosts the productivity as well as profitability of
SKVP through capturing a large number of target market towards the products and services of
the company and ultimately, towards the organisation. This is also analysed from the above
collected information that online marketing also provides assistance in promoting the products
and services of the organisation and chasing competitive advantage over the competitors within
the marketplace along with enhancing the business in a digital way. Hence, it is analysed from
the above data which is collected that a strong online presence of SKVP allows it in developing
the brand as well as gaining the credibility which it requires to capture more and more customers
(Liao and Chiu, 2021). Along with developing business readily accessible, online marketing also
provides an easy way to the potential market share in order to identify more about the products
that it should offer to its customers within the marketplace. It is another benefit that is analysed
from the above collected data that the process of online marketing tends to be more affordable
and hence it is easier for the new organisations with smaller budgets to reach to their potential
customers with online marketing strategy using different online marketing channels like social
media platforms and many more. At last, it has also been analysed from the above gathered
information that online marketing improves customer relationships as it encourages the target
market to stick around the organisation. It also maximises the brand experience of the potential
market share and develops trust within them (Srinorajan and Chaisuwan, 2019). In this way, the
process of online marketing is referred to the concept or practice of leveraging web-based
channels for the purpose of spreading a message regarding the products and services of the
organisation to its prospective customer-base.
Theme 2: The roles of online marketing in attracting customers towards SKVP
From the above research, it has been discussed that online marketing is playing a vital
role in attracting the customers towards the SKVP because in the current times, customer's
required more social about the product & services which saves their time as well as money at
same time (Kumar, and Ayodeji, 2021). It has been discussed that there are many roles of online
marketing in the term of attracting customers towards SKVP. With the help of online marketing
SKVP is able to promote their services to its potential customers and can aware the customers
about the services and innovation. The role of online marketing is to increase the performance
and growth by improving the online platforms of SKVP which is helps to attract more customers.
It has been discussed that role of online marketing in SKVP is to aware the customers about the
28

services and provide overall information of the SKVP business. The role of online marketing is
to gain the customers feedback as well which is help to improve the services for the future
growth. With the help of online marketing SKVP can extend and aware their services all over the
world. The role of digital marketing is to produce new services and innovation to the customers
and many more. These of roles of effective online marketing within the business helps to
improve the production and promotion of the services which helps to attract more customer
towards the product & services (Wu, Lu, and Ji, 2022). it has been discussed that the role of
online marketing helps to provide many opportunities and advantages to the business of SKVP
which will help them to increase the productivity and profitability.
From the above analysis, it has been analysed that online marketing is an activity of using
the web based channels in order to spread information or messages regarding organisational
product or services to the potential customers. This method generally include social media,
search engine optimization, display advertising, email and many more. Main motive of the online
marketing to reach more qualified lead (Cartwright Davies and Archer-Brown, 2021). In relation
to SKVP, it has identified that online marketing has a significant role in attracting more customer
towards the respective organisation as in current era, customers are required more information
about the services and product that save their time and money as well. It has been identified that
there are numerous role played by the online marketing in term of gaining attention of customer
towards SKVP. It helps the respective organisation in promoting their product or service to its
target customer and spread awareness about the company's product or services.
Online marketing is significant for SKVP as it help the organisation in getting higher
quality traffic. By using the online marketing, companies can target the prospects mainly based
on the different characteristic. It allow the organisation to target the customers on the basis of
socioeconomic status, interest, shopping habits and demographic information. Along with this, it
also help the organisations in increasing their business visibility, that is specifically crucial
significant if any business depends on the customers in their locality (Liao and Chiu, 2021).
Organisation can bring more and more customer to their door with the local SEO & locally
targetted ads. It would cost organisation just a fraction of efforts and cost required for the offline
marketing. With the help of online marketing, respective company can expose to thousand of
individuals. In present time, global reach has become very significant for big organisation.
Therefore in order to expand the business, organisation uses the online marking with the motive
29

to improve their local visibility that is especially significant if any business like SKVP relies on
nearby the customers. Think of reach business can get to an entire neighbourhood with online
marketing versus reach it would take the business to print out flyers & distribute them around
(Wu, Lu and Ji, 2022).Apart form this, whether an organisation like SKVP want to promote its
business at local or international level, online marketing provides then the cost-effective
solutions. It has been identified that online marketing allows the companies to compete with the
larger companies by using highly targeted strategies. Mostly strategies won’t even cost anything
at all to start with (such as social media, SEO & marketing). Nevertheless, not every form of the
online marketing is appropriate for every kind of the business & some may even more costly
than others. SKVP can find suitable solutions on the basis of its marketing goals.
Another most significant role of the online marketing is to increase engagement. online
marketing has been designed with the purpose to be extremely engaging by default. It make
enable its users to share blog post, like save a video, a photo, or engage with their website via
any paid ad click (Monfared and et. al., 2021). Best part is that all these actions are measurable.
It enables the organisations like SKVP to create more engaging posts in order to increase its
brand awareness or boost sales to increase its profitability. More businesses engage online, more
loyal customers they can get. Organisations that use the engaging formats efficaciously in their
online strategies, they have an easier time converting cold traffic to the loyal customers. Beside
it, online marketing has been considered as web analytics that measures outcome of the online
marketing campaigns in real-time. It helps the organisation in optimizing the future campaigns
& also fix the possible faults or mistakes quickly. By analysing the online marketing campaigns
respective company become enables to have an ability to pinpoint all sources of the traffic &
take entire control of its sales funnels. Developing the brand include taking various types of the
efforts in order to make the customer consider it reliable and trustable. Online marketing
simplifies it as business organisation like SKVP can carry out a direct campaigning in a
personalised way for engaging the customers & given them a positive experience of their brand.
Another crucial role of the online marketing is its ability of handling large customer base
at same time. As long as infrastructure of a website is efficient, several transactions can easily
take place simultaneously (Sun, 2021). Nevertheless, even with several transactions taking
place, organisation website is capable to provide the satisfactory services to all the customer
who make purchase via online without any risk of the diminished satisfaction. Therefore, it has
30

ben identified this high adaptability of the online marketing is vital role of providing the
customer with best shopping experience. Therefore, form the above discussion, it has ben
analysed that use of the online marketing help the organisation in promoting their services and
product. It has become as quite powerful element of that impact the business in a positive
manner. In relation to SKVP, it has been identified that by using the online marketing, respective
company increase its brand awareness among target audience. Along with this, it can expand its
business at global level that will increase its sales and profitability as well. Therefore, it has been
advised to every business organisation to use the online marketing as it will enable them to get
success on large scale in mots effective and efficient manner.
Theme 3: The advantages of attracting larger base of customers for the success of SKVP
From the above discussion, it has been discussed that online marketing provides many
advantages such as attracting customers, increasing sales, increases competitive advantages and
opportunities, increase the image and reputation, product awareness and many more (Ye, Ni, and
Li, 2021). in terms of SKVP, there are many advantages which is gained by the business in order
to attracting the larger base of customers for the success. They gained an advantage for attracting
more customers towards the services, they are able to promote their services and innovation, they
are able to introduce their new spices to its customers, they are attain more productivity and
performance which is helps to maintain the future growth, they are able to compete within the
market because online marketing increasing their productivity and performance from the other
competitors. It has been discussed that these all advantages make the SKVP more productive and
increase the number of their potential customers which is increasing their sales and profitability.
The advantages of online marketing extend the business of SKVP which gain more competitive
advantages such as in profitability and sale (Shah, and et.al., 2020). online marketing also
develop the business of SKVP digitally where it is also helps in online selling and delivery. The
overall discussion on the online marketing's advantages is the effective and important term that is
gained by the SKVP in the term of attracting customers for the success. Increasing the number of
customers is the key of success and growth because it is helps to increase the more profit and
productivity of the business. It has been analysed that it is necessary for all the business and
companies to having the online marketing method to attain many advantages for their business
and its success.
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It has also been discussed that online marketing plays a very important role in the
business organisation as it helps in promoting the goods and services of the business in an
effective manner. Customers are the key source of every business that helps in bringing high
profitability in the market in order to survive in the competitive market and for gaining high
share in the market. High number of customers means high revenue for the business in the
market and this results in achieving the predetermined objectives in a precise and proper manner.
It is important for the company to focus on understanding the basic needs and wants of
customers so that deliver and produce products according yo their preference (Nyuur, Ofori and
Amponsah, 2019). When company takes care of their customers needs, this helps them in
retaining large number of customers towards purchasing the particular products and services.
Online marketing helps in attracting large number of customers towards purchasing the
following goods produced by the company in the business so that they deal with the
competitiveness in market in an appropriate manner. There are several advantages of adopting
online marketing within the business organisation as it helps in promoting their products to large
number of audience for creating presence in wider area of the market. It mainly helps in saving
the high cost of the business because retaining the existing customers is more fruitful for the
company as compared to search for finding new customers for purchasing the products of the
company (Parrish, Gross and Heptonstall, 2019). Saving extra cost on expenses help in
reinvesting that particular money into the business expansion so that they reach out to the large
base of audience that exists in the large market. Attracting large number of customers for the
business is that it helps in increasing the overall sales and profits is the greatest advantage of
attracting large customer base for the success of SKVP.
Large number of profits for the company helps it to stand out in the competitive business
environment in an effective and efficient way. It is important for the business to take proper care
of their customers so that they remain with them so that they interact with them in a proper and
precise manner. Enhancing the profitability of the business helps in attaining high growth and
success in the competitive business environment and for gaining high level of revenue. Gaining
competitive edge and advantage is the greatest advantage of attracting large customer base so
that they acquire high share in the market and retain more number of customers within the
business organisation (Tran and Filimonau, 2020). It is analysed that high profitability and sales
of the business helps in increasing the number of customers as well as results in maintaining the
32

level of performance of the company in an appropriate manner. It is necessary for the business
organisation to fulfil and analyse the key requirements of the customers and results in developing
the effective marketing strategy for attracting customers with the help of online marketing.
Improvement in the image of brand is also a benefit for the company as they have large base of
customers within the company and this helps in choosing the right customers for the particular
product of the business in an efficient manner.
It is necessary for the company to tell everything about the product of customers such as
its specifications, its qualities, nature and benefit so that they deal with the competition
prevailing in the market in a precise manner. With the help of online marketing the business can
resolve the issues of the customers by taking regular feedback about the particular product that
they sell in the market to the target audience in an effective manner (Zhang, Pauwels and Peng,
2019). Creating a good image about the brand among the customers is important as it results in
making them feel satisfied by the product that they deliver in the market. The company can adopt
several strategies for attracting the customers such as offering attractive discounts and incentives,
use of effective strategies of social media for promoting the products and services, proper
feedback facility and many more. These strategies help in developing high growth and success in
the competitive business market so that they deal with the customers properly. Proper use of
social media strategy helps in developing types of customers so that they deal with the process of
marketing in an effective manner so that they achieve high growth (Sengar, 2021). Online
marketing is the most productive method that helps in attracting large base of audience for the
sale of products and services in the business market.
Theme 4: The major challenges that SKVP could be faced in the absence of online marketing
From the above discussion, it has been discussed that in the absence of online marketing,
it can create many challenges such as aware customer, decreasing product demand, customer
base, reduced productivity and profitability, product and services promotion and many more. In
the terms of SKVP, they could also faced some issues and challenges in the absence of online
marketing which is the biggest disadvantages for their business and operation (Ott, and
Eisenhardt, 2020). it has been discussed that in the absence of online marketing, SKVP can faced
the issues in promotion of their business and services, they can faced that no customers will
attract and aware about their services, they can faced that reducing the number of customers can
reduced the profitability and productivity of the business. In the absence of online marketing they
33

will not compete within the market because of low production of their business and services. It
can be biggest disadvantage for them to not having the online marketing in their business
because it will affect their business's operation and function as well (Wills, 2020). these all
challenges and issues can be faced by the SKVP in the absence of online marketing which affects
their success and growth. These all challenges affect the business and the areas of their business's
operation which will reduce its sale and profit as well. It has been discussed that online
marketing is important for the promotion of the product and services of the SKVP but if there is
no online marketing then it will create many issues and challenges for the business of SKVP.
It has also been discussed from the above collected information that to survive in the
competitive market, it is important for the business to choose the right marketing channel for
promoting the products and services in the market. For creating a high customer base in the
market, creating an effective strategy of marketing for products promotion and for attracting
more number of customers. With the changing market trends and advent of new and advanced
technology, it is quite difficult for the business organisation to survive in the competitive
business market. In the absence of online marketing the business might face various difficulties
or challenges that results in reducing the number of customers within the competitive market
(Liu, Perry and Gadzinski, 2019). Online or digital marketing requires more research and
knowledge about the market so that they deal with the products and services of the market in a
more effective and efficient manner. High marketing cost is the major challenge that SKVP faced
due to absence of online marketing. Earlier company had to invest over traditional methods for
promoting the products and services and this does not give expected result to the company. It is
important for the business organisation to cope up with the competitiveness that prevail in the
market so that they also choose the right method of online marketing. High cost also results in
reducing the overall profitability of the business in the market as traditional store requires more
investment for attracting and targetting the large number of audience. Another challenge is time
consuming process to reach customers because it takes time to reach that particular information
to targeted customers (Almeida and Santos, 2020). In the absence of online marketing, the
marketers of the business can not easily reach to the target audience as they need high rate of
investment in doing the advertising and publicity of the products of the company.
Online marketing is not that much time consuming as this helps in reaching out to the
wide range of audience in a proper and effective manner. In-effective communication with
34

customers is also considered as a challenge because company did not have instant channel to
communicate with the respondents. This reduces the reach of the business as they do not capture
and target more share in the market which results in decreased profitability and productivity of
the business in the market. It is determined that communication is very necessary because it
helps in conveying information at right time to right people (Just, 2018). Doing interaction with
the customers helps in developing more better relationship with them so that they retain them
with the business organisation in a more significant way. Difficulty in generating traffic and
leads is other significant challenge because it was tough for company to reach customers and
make them know about the products of the company however they have to reach each individual
customer personally so that they can know more about the products and services. Customers
always want to know each and every detail of the business so that they take maximum benefit
from the product of the company that they purchase. High competition is the other major
challenge because earlier other companies had to use combination of modern and traditional
marketing methods to promote and advertise the products.
There are several companies that provide same taste and products in the market for
attracting and retaining the customers in the long run. It is necessary for the business company to
select the right type of marketing channel that helps in engaging customers for the product of the
business and in reaching out the large number of audience. Providing training to employees of
the company about the new technology and online marketing so that they attain the customers in
the right and correct manner (Melović and et. al., 2020). Proper knowledge about the importance
of online marketing helps in developing employees in the right way so that they deal with the
tough customers in a more productive manner. Online marketing offers more reach to the
audience results in attaining the predefined aim and objective of the business in the market. This
also helps in creating awareness among the customers so that they deal with the marketing
challenges in a more precise way and selling their products by using engaging content within the
market. It is essential for the business to choose the right customer at the right time so that they
attain high growth and success in the competitive market easily (Chang and et. al., 2020). This
results in increasing the overall sales and productivity of the employees so that they work more
effectively.
35

CHAPTER FIVE – CONCLUSIONS AND RECOMMENDATIONS
Conclusion
From the above detailed discussion this can be concluded that online marketing is
considered as the tool which is used for the purpose of promoting organisational offering using
internet as mediator. There are wide range of elements which are being considered by online
marketing as in comparison of traditional marketing as this is easier to be used and helps the
organisation to reach out to maximum number of customers. Using online marketing an
organisation may increase their customer base and attract higher potential customers so that
business benefits can be acquired. Using internet market reach of the organisation can be
enhanced in which organisation can be benefited in terms of acquiring market share. There are
various modes of online marketing such as search engine optimisation, social media marketing
and different others so that the same can be used in order to develop market presence and acquire
market success as well. This is examine that with the help of online marketing the organisation
may connect with their customers and maintain prominent relationship with them. These
methods assist the organisation may provide 24*7 services to their customers so that positive
mind set can be created within customers. Online marketing enhances the brand awareness into
the market so that global presence can be developed.
Online marketing is considered as the activity which is web based channels and would
create specific message regarding business offerings so that potential customers can be attracted
and existing can be retained. In addition to this there are different methods that can be used
within online marketing and these would create specific benefits in terms of acquiring success
within market size. The major objective of marketing is to improvise customer base and to
provide knowledge to the customers so that they can make their buying decisions. There are
significant benefits which are being attained by the organisation at the time of developing online
marketing as in the current time internet is the medium which is used by almost all the
individual. So that using online marketing positive impacts can be drawn in which overall
business productivity can be increased. This manner performance management tools can be
acquired so that the company may manage higher online traffic and using such aspects business
visibility within the market can be increased. Business visibility is the another advantage of
online marketing as in the current time people prefer digital methods as in comparison of
traditional methods.
36

On the other hand, online marketing is helpful in maintaining good client relationship
which is helpful for the organisation in long run and could lead the organisation to create loyal
customers. Online marketing is also a cheap marketing method which is working for the
organisation in attaining business objectives. This could be analysed that online marketing is the
boon for current businesses as this will enable them to reach out to massive audience along with
understanding their needs and demands. Using online marketing customers needs can be
understood as there are certain tools which are used by the organisation in order to develop
online marketing and these tools are specifically implicated for managing needs and demands of
their customers. The role of online marketing is to provide convenience and instant services to
their customers so that competitive edge into the market can be acquired. Online marketing is
used as a platform in which goods and services are promoted by the organisation so that this is
regarded as most influential method and associated with different advantages. The method needs
low cost business operations and using the same results can be measured and tracked. Online
marketing is having ability to manage multi tasking so that informative details can be provided to
the potential customers. Online marketing is the 24*7 marketing method which is highly
accessible in nature. These marketing methods would be developing higher market reach so that
effective marketing methods can be managed within customers. Data collection is the another
advantage of online marketing that would be advantageous in acquiring information in relation to
managing needs and demands in such manner that the same can be aligned with organisational
offerings.
Online marketing is the automated process which is related with using internet so that
helps in capturing the audience and retaining them for longer period of time. Online marketing
acquires lesser time period in order to manage their customers so that the method is used by the
businesses of current time. The current research report was based on gathering of information
using primary and secondary forms of data collection so that the researcher has used
questionnaire to gather primary piece of information. Whereas in order to gather secondary
information the researcher has used different books and articles for framing appropriate
conclusion. This research method is effective in nature as this is related with involving of
opinion of third person which helps in acquiring overall research results. The major issue within
the research was lack of time and resources as the research was wide so that using primary
research the researcher was not able to cover all the research dimensions.
37

During developing online marketing there are different challenges which are being faced
by the organisation such as communication issues, not understanding needs of customers and
different others. These issues are needed to be mitigated so that the customers could acquire
business objectives and in the same manner market prominence can also be acquired. Another
challenge is related with creating meaningful content .
Recommendations
From the report this can be said that the company should use different measure in order to
manage their business functions the company should opt different methods. These methods and
measures would assist Shree Krishna Vada Pav in attracting larger number of customers along
with higher market image. Some of the recommendations to Shree Krishna Vada Pav are
elaborated as under:
Optioning online content: The organisation should optimise their online content so that this
could develop higher edge for the customers in which they can understand regarding needs and
demands of their customers. In the context of Shree Krishna Vada Pav as the company is having
different shops in various markets so that the company should prepare appropriate online content
in which they can reach out to their customers in easy manner. Using such strategy the company
can attain competitive market edge and deal with their competitors.
Creating e-mail marketing: The organisation should manage e-mail marketing as well so that
they can understand customised needs of their customers and manage the same. Using e-mail
marketing Shree Krishna Vada Pav can send personalised message to their customers so that they
can reach out to their customers in appropriate manner. These methods can be used by the
organisation in order to gain separate edge into the market and to reach out to their customer in
prominent manner.
Segment the audience: The Shree Krishna Vada Pav should sentimentalise their audience on the
basis of different aspects so that they can emphasise over such customers in appropriate manner.
For Shree Krishna Vada Pav their customers are asset for them so that by segmenting their
customer appropriate marketing strategy can be implied to them which will lead the company to
earn higher profits. The organisation is having different outlet situated at different places so that
the company can manage their market position.
Business expansion: The company should acquire different business expansion opportunities so
that they can acquire customers from different market segments. By using online methods the
38

company can convey organisational message to their audience so that they can make positive
buying decisions. Online marketing methods are considered as the major methods which would
be used in order to place their customers into the market.
Reviews: In the current digital time the review play significant role in which the customer
buying behaviour can be acquired. This manner the organisation can acquire benefits in terms of
market feasibility and goal achievement. For Shree Krishna Vada Pav the company should try to
focus on increasing positive reviews on their websites so that they can grab higher customers
attention. Using these reviews the organisation can grab attention of their customers. Reviews
play significant role as they are given by the people those have used such business offerings. So
that with the help of emphasising over online reviews the organisation can develop their brand
identity.
These are the strategies that can be used by Shree Krishna Vada Pav so that to develop
their online marketing and to manage business edge into the market. Using such methods
growing business opportunities can be inhaled and at the same time the company can develop
their customer range.
39

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