Investigating Online Marketing's Impact on Customer Connection: SKVP

This dissertation investigates the impact of online marketing on connecting customers to Shree Krishna Vada Pav (SKVP), a South Indian restaurant in the UK. The research aims to understand the role of online marketing in attracting customers, the benefits of a larger customer base, and the challenges faced in the absence of online marketing. It covers the concept of online marketing, its various strategies, and its significance for business growth, especially in the context of COVID-19. The dissertation includes a literature review, research methodology, discussion, and conclusions with recommendations for SKVP to leverage online marketing effectively. It emphasizes the importance of online channels for brand promotion, increased sales, and enhanced customer relationships.

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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