Project on New Product Development & its promotion

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A
PROJECT REPORT
ON
NEW PRODUCT DEVELOPMENT & PROMOTION STRATEGIES
OF
(EAMANI TECH PVT LTD., HYDERABAD)
Submitted in partial fulfilment of
The requirement for the award degree of
MASTER OF BUSINESS ADMINISTRATION
TO
DEPARTMENT OF COMMERCE AND BUSINESS MANAGEMENT
OSMANIA UNIVERSITY, HYDERABAD
SUBMITTED BY
SURAJ PATRA
(2278 1567 2162)
UNDER THE GUIDENCE OF
Mrs. K.SWATHI
VISHWA VISHWANI SCHOOL OF BUSINESS
(Affiliated to OSMANIA UNIVERSITY),THUMKUNTA, SHAMIRPET,
R.R.DIST. (2015-2017)

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DECLARATION
I hereby declare that this Project Report titled NEW PRODUCT DEVELOPMENT
& PROMOTION STRATEGIES OF EAMANI TECH PVT LTD submitted by me to
the Department of Business Management, O.U., Hyderabad, is a bonafide work
undertaken by me and it is not submitted to any other University or Institution
for the award of any degree diploma / certificate or published any time before.
SIGNATURE OF THE STUDENT
(SURAJ PATRA)
PLACE: Hyderabad
Date:

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CERTIFICATE BY THE GUIDE
This is to certify that the project work entitled “NEW PRODUCT DEVELOPMENT &
PROMOTION STRATEGIES” has been carried out by SURAJ PATRA, Roll. No: 2278
1567 2162, the student of final year MBA under my supervision, guidance and submitted in
the partial fulfilment of the requirements for the award of degree MASTER OF BUSINESS
ADMINISTRATION in MARKETING and HUMAN RESOURCE MANAGEMENT of
OSMANIA UNIVERSITY, during the academic year 2015-2017.
PRINCIPAL INTERNAL GUIDE

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ABSTRACT
Eamani Tech is the rising dedicated web solutions provider with strong base in Hyderabad,
India. Since its inception in February 2015, the company has successfully delivered varied
web services as well as start-up funding to budding enterprises. The company is on its way to
gain foothold in other major cities of India while catering its eminent web services to
prominent IT hub, the city of Hyderabad.
The purpose of this research is to find out a way to build its image out of its software
development to the ecommerce industry. The research modules used to audit Eamanitech’s
performance in the ecommerce market are mainly brand positioning, pods and pops, Brand
mapping, Brand value chain, Brand mantra, five dimension prism etc. The research analysis
was based on the primary data collected by me through face to face interview and
questionnaire.
The conclusion is based on the analysis of questionnaire and the research modules which
clearly depicts the lack of brand image luxury effect and self-recognition that Eamanitech
provides although it has numbers in its accounts and ratings in its graphs. This was due to its
own fault of developing various models to grab all the segmented markets which made
models unidentified when kept alongside. Recommendation is to give away solution to
increase Eamanitech sale volume and to gain the brand value Closeland app.

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ACKNOWLEDGEMENT
It was great opportunity for me to work with EAMANI TECH PVT. LTD., Madhapur in the
field of Marketing. I am extremely grateful to all those who have shared their expertise &
knowledge with me and whom the completion of this project would have been virtually
impossible.
Firstly I would like to thank Dr. MOHAN S. RAO principal, VISHWA VISHWANI
SCHOOL OF BUSINESS of MBA, Mr. MAHESH KUMAR Head of the department and my
project guide Mrs. K SWATHI for their valuable guidance at every stage. And I would like to
thank my family and friends for encouragement. Without their support this project would not
have been possible.
I also like to thank our company guide Mr. Prathap Reddy, Manager & CEO, of Eamani
tech pvt. Ltd., who has been a constant source of inspiration for us during the completion of
this project. He gave me invaluable inputs and suggestion during my project work to
complete it.I want to give my special thanks to all members of Eamani tech pvt. ltd., for
providing me opportunity to work on this project with this great organization.
I also feel heartiest sense of obligation to Marketing team of Eamani tech pvt. Ltd.
Madhapur & seniors, who helped me in collection of data & resource material and also in
its processing as well as in drafting manuscript. The project is dedicated to all those people,
who helped me while doing this project.
SURAJ PATRA

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Table of Contents
CONTENTS PAGE NUMBERS
1. INTRODUCTION 7
2. REVIEW OF LITERATURE 16
3. INDUSTRY AND COMPANY PROFILE 39
4. DATA ANALYSIS & PRESENTATION 53
5. FINDINGS, SUGGESTIONS & CONCLUSION 69
ANNEXURE 73
A) QUESTIONNAIRE
B) BIBILIOGRAPHY

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INTRODUCTION:
New product development is one of the most important aspects of a new enterprise start up
and is the activity that will most influence and guide the direction of the firm throughout its
life. The process of new product development and the success of the product in the market
will primarily determine how well the company will sustain itself and be the key to
developing any competitive advantage of the firm over others. The new product development
function has been neglected in entrepreneurship literature, yet it is an extremely important
key to success in the new venture and an extremely difficult process considering new
entrepreneurs may not as yet developed the all round expertise, experience and resources of
large companies. Another area of neglect in new product development and entrepreneurship
literature is the actual formulation, design, packaging and manufacturing process
development of a new product, which is the link between technology and the market in any
new venture creation.
In business and engineering, new product development (NPD) is the complete process of
bringing a new product to market. New product development is described in the literature as
the transformation of a market opportunity into a product available for sale and it can be
tangible (that is, something physical you can touch) or intangible (like a service, experience,
or belief). A good understanding of customer needs and wants, the competitive environment
and the nature of the market represent the top required factors for the success of a new
product. Cost, time and quality are the main variables that drive the customer needs. Aimed at
these three variables, companies develop continuous practices and strategies to better satisfy
the customer requirements and increase their market share by a regular development of new
products. There are many uncertainties and challenges throughout the process which
companies must face. The use of best practices and the elimination of barriers to
communication are the main concerns for the management of NPD process.
Product development, also called new product management, is a series of steps that includes
the conceptualization, design, development and marketing of newly created or newly
rebranded goods or services. The objective of product development is to cultivate, maintain
and increase a company's market share by satisfying a consumer demand. Not every product
will appeal to every customer or client base, so defining the target market for a product is a
critical component that must take place early in the product development process.
Quantitative market research should be conducted at all phases of the design process,

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including before the product or service is conceived, while the product is being designed and
after the product has been launched.
One of the keys to successful new product and process development is the design and
production of a new product with the minimal resources possible without sacrificing any
quality of the finished and marketable article. For the entrepreneur, this process must be
undertaken in a heuristic manner (discussed later), rather than through any strict disciplinary
approaches, advocated and practiced by large companies. This is one of the ways a new
venture can gain competitive advantage over larger companies, if the product and process can
be designed and built for a fraction of the cost that more established enterprises can achieve.
Thus product development is one of the most important processes of new venture creation.
New product development is a discipline where the technical aspects are learned as you go
along the process, as most of these aspects are not in any text books, but come from people’s
lives and experiences. This is a reality of new product development that even MNCs have to
face. New product development is both a manifestation and extension of strategy in terms of
what the company puts into the marketplace, steering the direction of the enterprise and at the
same time, an influence upon strategy or a restraint upon strategy because founder and/or
team capabilities limit the set of options available to the new venture in terms of what can be
done in the marketplace in terms of product.
The new product development process is so close to the concepts of idea, opportunity and
decision to start up a new enterprise, as well as where you will go in the marketplace – you
cannot by definition have a start up without beginning the new product development process.
One can observe in the marketplace that some new companies almost seem immediately to
make a high impact on the market. Others enter the marketplace and seem to go nowhere,
while others grow gradually over a long period of time. The difference in these companies
comes back to the initial new product development process, where some are able to quickly
develop a new product and make profits despite of high costs and design flaws through
generating high revenues. Others do the same but fail to generate profits and revenues to
sustain their venture, while yet others can internally sustain themselves while their idea
manifested into a product slowly develops recognition, distribution and sales in the
marketplace, where revenues eventually flow over the breakeven point to generate profits to
sustain the venture.

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New product success depends on many factors which will influence the destiny of the new
venture. In later venture life the decisions about future investment of profits and the strategic
soundness of those decisions will determine long term sustainability of the firm. New product
development is one of the most important aspects of long term sustainability.
In the early life of the new venture the conventional rules of management and strategy are
discarded in a scramble to develop a product and get it quickly into the marketplace to
generate enough sales to survive. This is a very haphazard time where best practices and
production efficiencies are almost irrelevant in the minds of any founder, particularly in the
SME. The jump is made with primarily intuition backing the strategy and it is the faith in this
strategy that keeps the founder and the firm going forward. This adds great risk and pressure
of which statistics of new product failures lend support. This chapter will look into the issues
involved in new product development and the strategies underlying the process to assist the
new venture creator develop some form of roadmap across this critical period in the new
venture and following periods of growth and development of the enterprise.
Every entrepreneur knows that productivity is one of the key ingredients for successful
product development. One of the two key processes in Robert’s Rules of Innovation is
the NEW PRODUCT DEVELOPMENT PROCESS. A formalized, NPD process – also
referred to and best practice: the Stage Gate® Process – is a must, from simple to
sophisticate.
The New Product Development process is often referred to as The Stage-Gate innovation
process, developed by Dr. Robert G. Cooper as a result of comprehensive research on reasons
why products succeed and why they fail.
When teams collaborate in developing new innovations, having the following eight
ingredients mixed into your team’s new product developmental repertoire will ensure that it’s
overall marketability will happen relatively quick, and accurately – making everyone
productive across the board.

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MEANING OF RESEARCH
Research in common parlance refers to a search for knowledge. Once can also define
as a scientific and systematic search for relevant information for specific topic. In fact,
research is an art of scientific investigation.
The Advance Learner’s Dictionary of Current English lays down the meaning of
research as “a careful investigation or inquiry especially through search for new facts in any
branch of knowledge.” Redman and Mory define research as a “systematized effort to gain
new knowledge.”
Some people consider research as a movement, a movement from the know to the
unknown. It is actually a voyage of discovery. We all process the vital instinct of
inquisitiveness for, when the unknown comforts us, we wonder and our inquisitiveness
makes us probe and attain full and fuller understanding of the unknown.
Sevenmajor steps in research process
1. Identification and Defining the Problem
2. Statementof ResearchObjectives
3. Planningthe ResearchDesignorDesigningthe Research Study
4. Planningthe Sample
5. Data Collection
6. Data ProcessingandAnalysis
7. FormulatingConclusion, PreparingandPresentingthe Report
OBJECTIVES OF STUDY
The main objective to conduct this research is to understand the E-commerce market &
develop the positioning strategies for new e-commerce website & mobile app i.e. Closeland.
 To understand new product development strategy overview in Eamanitech R&D:
As new technologies are being constantly introduced to the market, speed is
essential for remaining competitive in today's digital era, and new markets
have to be pioneered continuously. Through the interplay of creative,
imaginative people; a global R&D network, an organization that encourages
collaboration and cooperation among business partners all along the supply

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chain, and a strong commitment to ongoing investment, Eamanitech has put
R&D at the heart of everything
 To understand methodology followed by Eamani tech R&D in its New Product
(Closeland app) Development phase:
The popularity graph of the E-commerce in mobile phones shows an
ascending curve. The reason for such a rise obviously directs to the dedication
of the app developers in offering a state-of-the-art technology that is cost-
effective, stylish, and most importantly user friendly.
 To study effect of Consumer behavior on New Product Development on ecommerce
sector:
Customers are seemed to move to those products which have good balance
between style, technology and price of the product. Eamani tech is one of the
leaders that have sensed the pulse of its mobile app users. As this is an era of
ecommerce I conducted this research for find out the behaviour of retailers
who are registering their product and services in a ecommerce website.
 To challenges and problems faced by the organization in the process
 Here we are considering only the Mobile App and website segment.
NEED OF THE STUDY
 The need for doing this project to know the market conditions of any e-commerce
business.
 To know the possibilities of a new product entering the business.
 To observe and analysis the behavior and needs for the client or the customer and
update accordingly to maintain a long term relationship.
SCOPE OF THE STUDY
The research is applicable in the area of business organizations and customers only. The scope of
research also helps in understanding the preferences of the customers. It provides a complete
knowledge of various fundamental concepts of business to business marketing system and analyzing
the customer behavior in this field.

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SIGNIFICANCE OF RESEARCH
“All progress is born of inquiry. Doubt is often better than overconfidence, for it leads
to inquiry, and inquiry leads to invention” is a famous Hudson Maxim in context of which the
significance of research can well be understood. Increased amounts of research make
progress. Research inculcates scientific and inductive thinking and it promotes the
development of logical habits of thinking and organization.
The role of research in several fields of applied economic, whether related to business
or to the economic as a whole, has greatly increased in modern times.
The increasingly complex nature of business and government has focused attention on
the use of research in solving operational problems. Research, as an aid to economic policy,
has gained added importance, both for government and business.

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COLLECTING THE DATA:
In dealing with any real life problem it is often found that data at hand are inadequate,
and hence, it becomes necessary to collect data are appropriate. There are several ways of
collecting the appropriate data which differ considerably in context of money costs, time and
other resources at the disposal of the researcher.
PRIMARY DATA:
By Interview:
This method implies the collection of information by interviewing, shopkeepers. The
information obtained relates to what is currently happening and is not complicated by either
the past behavior or future intentions or attitudes of respondents.
By questionnaire & Google form:
The research and related information is collected through Questionnaire. Google form
is prepared by me and sent to different retailers & owners of franchise through bulk email
marketing.
Sample Area:-
The sample area selected for the project was Closeland mobile app is Madhapur and
Gachibowli region of Hyderabad.
Sample Space:-
The total sample space for my questionnaire part was 50.
SECONDARYDATA
Secondary data was collected through magazines, Pam palate, Book late and data
from company’s website.

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LIMITATIONS OF THE STUDY:
It is not possible for any market study to make it accurate due to many hurdles in the
collection and computation of data. Some limitations of the study are listed below
 The sampling frame to conduct the study has been restricted to some areas in
Hyderabad.
 Respondents show reluctance towards giving correct information.
 Findings of the study are based on the assumption that respondents have disclosed in
the questionnaire.
 Due to time limitation many of the aspects could not be discussed in the present
report. Learning all the functions within just 45 days is really tough.
 All the observation and recommendation will be made on the feedback obtained from
survey.

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CHAPTER: II
REVIEW OF LITERATURE

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NEW PRODUCT DEVELOPMENT
In business and engineering, new product development (NPD) is the complete process of
bringing a new product to market. New product development is described in the literature as
the transformation of a market opportunity into a product available for sale and it can be
tangible (that is, something physical you can touch) or intangible (like a service, experience,
or belief). A good understanding of customer needs and wants, the competitive environment
and the nature of the market represent the top required factors for the success of a new
product.
NEW PRODUCT DEVELOP[MENT PROCESS
1. Idea Generation
Ideas for new products can be obtained from basic research using a SWOT
analysis (Strengths, Weaknesses, Opportunities & Threats), Market and consumer
trends, company's R&D department, competitors, focus groups, employees,
salespeople, corporate spies, trade shows, or Ethnographic discovery methods
(searching for user patterns and habits) may also be used to get an insight into new
product lines or product features. Idea Generation or Brainstorming of new
product, service, or store concepts - idea generation techniques can begin when
you have done your OPPORTUNITY ANALYSIS to support your ideas in the
Idea Screening Phase (shown in the next development step).
2. Idea Screening
 The object is to eliminate unsound concepts prior to devoting resources to
them. The screeners may ask these questions:
 Will the customer in the target market benefit from the product?
 What is the size and growth forecasts of the market segment/target market?
 What is the current or expected competitive pressure for the product idea?
 What are the industry sales and market trends the product idea is based on?
 Is it technically feasible to manufacture the product?
 Will the product be profitable when manufactured and delivered to the
customer at the target price?

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3. Concept Development and Testing
 Develop the marketing and engineering details
 Who is the target market and who is the decision maker in the purchasing
process?
 What product features must the product incorporate?
 What benefits will the product provide?
 How will consumers react to the product?
 How will the product be produced most cost effectively?
 Prove feasibility through virtual computer aided rendering, and rapid
prototyping
 What will it cost to produce it?
Testing the Concept by asking a sample of prospective customers what they think
of the idea. Usually via Choice Modelling.
4. Business Analysis
 Estimate likely selling price based upon competition and customer feedback
 Estimate sales volume based upon size of market and such tools as the Fourt-
Woodlock equation Estimate profitability and breakeven point.
5. Beta Testing and Market Testing
 Produce a physical prototype or mock-up
 Test the product (and its packaging) in typical usage situations
 Conduct focus group customer interviews or introduce at trade show
 Make adjustments where necessary
 Produce an initial run of the product and sell it in a test market area to determine
customer acceptance.

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6. Technical Implementation
 New program initiation, Resource estimation, Requirement publication
 Engineering operations planning, Department scheduling, Supplier
collaboration, Logistics plan, Resource plan publication, Program review and
monitoring, Contingencies - what-if planning
7. Commercialization (often considered post-NPD)
 Launch the product, Produce and place advertisements and other promotions.
 Fill the distribution pipeline with product; Critical path analysis is most useful at
this stage.
THEORETICALCONCEPT
MARKETING:
“The Process of planning and executing the conception, pricing promotion and distribution of
ideas, goods and services to create exchanges that satisfy individual and organizational goal.”
- American Marketing Association
Marketing management is analysis planning, implementation and control of programs
designed to create, build, maintain mutually beneficial exchanged and relationship with target
market for the purpose of achieving organizational goal.
-Philip Kotler
SALES PROMOTION:
Sales Promotion refer to those activities (Other than advertising personal selling and
publicity) which stimulate market demand for product through short term incentives which
are essentially temporary and non recurring in nature sales promotion technique build bridge
the product and the consumer.

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THE MARKETING MIX 4P’s AND 4P’s EXPLAINED
Before we go into all the elements of the marketing mix, and to avoid confusion between the
4p’s, 7p’s and even the 4c’s – you should pay attention at the image below to understand
what makes up the entire marketing mix.
The image above is a simplistic diagram of the elements that are included in a marketing mix.
It is a basic concept, but here’s the cold hard truth. If you don’t understand it in detail or at
all, then there is a fairly certain chance that you are missing out on the key ingredients that
will ensure scalable success from the ground up.
It has been said many, MANY times in business that if you don’t know your target market
well enough and figured out what they exactly want, you’ll commit entrepreneurial suicide
and the business will inevitably fail.
On the other hand, you can be sure to attract mountains of profits when you have a deep
understanding of these concepts. Understand this fully and you will know exactly how to
maximize profits on your own sustainable business or help become a valuable asset within
your company and gain endless promotions.

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Sadly, for many existing marketers and aspiring marketers, this concept is glossed over as
“everyone seems to know what it is” and is disregarded as basic knowledge. But do you
really know what it is? Let’s find out.
Now, what is a marketing mix, exactly?
MARKETING MIX DEFINATION:
The marketing mix has been defined as the "set of marketing tools that the firm uses to
pursue its marketing objectives in the target market”. Thus the marketing mix refers to four
broad levels of marketing decision, namely: product, price, promotion, and place. Marketing
practice has been occurring for millennia, but marketing theory emerged in the early
twentieth century. The contemporary marketing mix, or the 4Ps, which has become the
dominant framework for marketing management decisions, was first published in 1960. In
services marketing, a modified and expanded marketing mix is used, typically
comprising seven Ps made up of the original 4 Ps plus process, people, physical
environment. Occasionally service marketers will refer to eight Ps; comprising the 7 Ps
plus performance.
The marketing mix definition is simple. It is about putting the right product or a
combination thereof in the place, at the right time, and at the right price.
The difficult part is doing this well, as you need to know every aspect of your business
plan.As we noted before, the marketing mix is predominately associated with the 4P’s of
marketing, the 7P’s of service marketing, and the 4 Cs theories developed in the 1990s.

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Here are the principles used in the application of the right marketing mix:
MARKETING MIX 4P’s:
A marketing expert named E. Jerome McCarthy created the Marketing 4Ps in the 1960s. This
classification has been used throughout the world. Business schools teach this concept in
basic marketing classes.
Thus the marketing mix refers to four broad levels of marketing decision,
namely: product, price, promotion, and place. Marketing practice has been occurring for
millennia, but marketing theory emerged in the early twentieth century.
The marketing 4Ps are also the foundation of the idea of marketing mix.

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1. Marketing Mix – Product
A product is an item that is built or produced to satisfy the needs of a certain group of people.
The product can be intangible or tangible as it can be in the form of services or goods.
You must ensure to have the right type of product that is in demand for your market. So
during the product development phase, the marketer must do an extensive research on the life
cycle of the product that they are creating.
A product has a certain life cycle that includes the growth phase, the maturity phase, and the
sales decline phase. It is important for marketers to reinvent their products to stimulate more
demand once it reaches the sales decline phase.
Marketers must also create the right product mix. It may be wise to expand your current
product mix by diversifying and increasing the depth of your product line.
All in all, marketers must ask themselves the question “what can I do to offer a better product
to this group of people than my competitors”.
In developing the right product, you have to answer the following questions:
 What does the client want from the service or product?
 How will the customer use it?
 Where will the client use it?
 What features must the product have to meet the client’s needs?

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 Are there any necessary features that you missed out?
 Are you creating features that are not needed by the client?
 What’s the name of the product?
 Does it have a catchy name?
 What are the sizes or colors available?
 How is the product different from the products of your competitors?
 What does the product look like?
2 .Marketing Mix – Price
The price of the product is basically the amount that a customer pays for to enjoy it. Price is a
very important component of the marketing mix definition.
It is also a very important component of a marketing plan as it determines your firm’s profit
and survival. Adjusting the price of the product has a big impact on the entire marketing
strategy as well as greatly affecting the sales and demand of the product.
This is inherently a touchy area though. If a company is new to the market and has not made
a name for themselves yet, it is unlikely that your target market will be willing to pay a high
price.
Although they may be willing in the future to hand over large sums of money, it is inevitably
harder to get them to do so during the birth of a business.
Pricing always help shape the perception of your product in consumers eyes. Always
remember that a low price usually means an inferior good in the consumers eyes as they
compare your good to a competitor.

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Consequently, prices too high will make the costs outweigh the benefits in customers eyes,
and they will therefore value their money over your product. Be sure to examine competitors
pricing and price accordingly.
When setting the product price, marketers should consider the perceived value that the
product offers. There are three major pricing strategies, and these are:
 Market penetration pricing
 Market skimming pricing
 Neutral pricing
Here are some of the important questions that you should ask yourself when you are setting
the product price:
 How much did it cost you to produce the product?
 What is the customers’ perceived product value?
 Do you think that the slight price decrease could significantly increase your market
share?
 Can the current price of the product keep up with the price of the product’s
competitors?
3. Marketing Mix – Place
Placement or distribution is a very important part of the product mix definition. You have to
position and distribute the product in a place that is accessible to potential buyers.
This comes with a deep understanding of your target market. Understand them inside out and
you will discover the most efficient positioning and distribution channels that directly speak
with your market.

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There are many distribution strategies, including:
 Intensive distribution
 Exclusive distribution
 Selective distribution
 Franchising
Here are some of the questions that you should answer in developing your distribution
strategy:
 Where do your clients look for your service or product?
 What kind of stores do potential clients go to? Do they shop in a mall, in a regular
brick and mortar store, in the supermarket, or online?
 How do you access the different distribution channels?
 How is your distribution strategy different from your competitors?
 Do you need a strong sales force?
 Do you need to attend trade fairs?
 Do you need to sell in an online store?
4. Marketing Mix – Promotion
Promotion is a very important component of marketing as it can boost brand recognition and
sales. Promotion is comprised of various elements like:

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 Sales Organization
 Public Relations
 Advertising
 Sales Promotion
Advertising typically covers communication methods that are paid for like television
advertisements, radio commercials, print media, and internet advertisements. In
contemporary times, there seems to be a shift in focus offline to the online world.
Public relations, on the other hand, are communications that are typically not paid for. This
includes press releases, exhibitions, sponsorship deals, seminars, conferences, and events.
Word of mouth is also a type of product promotion. Word of mouth is an informal
communication about the benefits of the product by satisfied customers and ordinary
individuals. The sales staff plays a very important role in public relations and word of mouth.
It is important to not take this literally. Word of mouth can also circulate on the internet.
Harnessed effectively and it has the potential to be one of the most valuable assets you have
in boosting your profits online. An extremely good example of this is online social media and
managing a firm’s online social media presence.
In creating an effective product promotion strategy, you need to answer the following
questions:
 How can you send marketing messages to your potential buyers?
 When is the best time to promote your product?
 Will you reach your potential audience and buyers through television ads?
 Is it best to use the social media in promoting the product?
 What is the promotion strategy of your competitors?
Your combination of promotional strategies and how you go about promotion will depend on
your budget, the message you want to communicate, and the target market you have defined
already in previous steps.

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Marketing Mix 7P’s
The 7Ps model is a marketing model that modifies the 4Ps model. The 7Ps is generally used
in the service industries.
Here is the expansions from the 4Ps to the 7Ps marketing model:

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5 .Marketing Mix – People
Of both target market and people directly related to the business.
Thorough research is important to discover whether there are enough people in your target
market that is in demand for certain types of products and services.
The company’s employees are important in marketing because they are the ones who deliver
the service. It is important to hire and train the right people to deliver superior service to the
clients, whether they run a support desk, customer service, copywriters, programmers…etc.
When a business finds people who genuinely believe in the products or services that the
particular business creates, it’s is highly likely that the employees will perform the best they
can.
Additionally, they’ll be more open to honest feedback about the business and input their own
thoughts and passions which can scale and grow the business.
This is a secret, “internal” competitive advantage a business can have over other competitors
which can inherently affect a business’s position in the marketplace.

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6 .Marketing Mix – Process
The systems and processes of the organization affect the execution of the service.
So, you have to make sure that you have a well-tailored process in place to minimize costs.
It could be your entire sales funnel, a pay system, distribution system and other systematic
procedures and steps to ensure a working business that is running effectively.Tweaking and
enhancements can come later to “tighten up” a business to minimize costs and maximise
profits.
7 .Marketing Mix – Physical Evidence
In the service industries, there should be physical evidence that the service was delivered.
Additionally, physical evidence pertains also to how a business and it’s products are
perceived in the marketplace.
It is the physical evidence of a business’ presence and establishment. A concept of this is
branding. For example, when you think of “fast food”, you think of McDonalds.
When you think of sports, the names Nike and Adidas come to mind.
You immediately know exactly what their presence is in the marketplace, as they are
generally market leaders and have established a physical evidence as well as psychological
evidence in their marketing.

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They have manipulated their consumer perception so well to the point where their brands
appear first in line when an individual is asked to broadly “name a brand” in their niche or
industry.
Marketing Mix 4C’s
The 4Cs marketing model was developed by Robert F. Lauterborn in 1990. It is a
modification of the 4Ps model. It is not a basic part of the marketing mix definition, but
rather an extension. Here are the components of this marketing model:
 Cost – According to Lauterborn, price is not the only cost incurred when purchasing a
product. Cost of conscience or opportunity cost is also part of the cost of product
ownership.

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 Consumer Wants and Needs – A company should only sell a product that addresses
consumer demand. So, marketers and business researchers should carefully study the
consumer wants and needs.
 Communication – According to Lauterborn, “promotion” is manipulative while
communication is “cooperative”. Marketers should aim to create an open dialogue
with potential clients based on their needs and wants.
 Convenience – The product should be readily available to the consumers. Marketers
should strategically place the products in several visible distribution points.
Whether you are using the 4Ps, the 7Ps, or the 4Cs, your marketing mix plan plays a vital
role. It is important to devise a plan that balances profit, client satisfaction, brand recognition,
and product availability. It is also extremely important to consider the overall “how” aspect
that will ultimately determine your success or failure.
By understanding the basic concept of the marketing mix and it’s extensions, you will be sure
to achieve financial success whether it is your own business or whether you are assisting in
your workplace’s business success.
The ultimate goal of business is to make profits and this is a surefire, proven way to achieve
this goal.
Top Ten PromotionalStrategies:
Product promotion is one of the necessities for getting your brand in front of the public and
attracting new customers. There are numerous ways to promote a product or service. Some
companies use more than one method, while others may use different methods for different
marketing purposes. Regardless of your company's product or service, a strong set of
promotional strategies can help position your company in a favorable light with not only
current customers but new ones as well.
1. Contests
Contests are a frequently used promotional strategy. Many contests don't even require a
purchase. The idea is to promote your brand and put your logo and name in front of the
public rather than make money through a hard-sell campaign. People like to win prizes.
Sponsoring contests can bring attention to your product without company overtness.

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2. Social Media
Social media websites such as Facebook and Google+ offer companies a way to promote
products and services in a more relaxed environment. This is direct marketing at its best.
Social networks connect with a world of potential customers that can view your company
from a different perspective. Rather than seeing your company as "trying to sell" something,
the social network can see a company that is in touch with people on a more personal level.
This can help lessen the divide between the company and the buyer, which in turn presents a
more appealing and familiar image of the company.
3. Mail Order Marketing
Customers who come into your business are not to be overlooked. These customers have
already decided to purchase your product. What can be helpful is getting personal
information from these customers. Offer a free product or service in exchange for the
information. These are customers who are already familiar with your company and represent
the target audience you want to market your new products to.
4. Product Giveaways
Product giveaways and allowing potential customers to sample a product are methods
used often by companies to introduce new food and household products. Many of these
companies sponsor in-store promotions, giving away product samples to entice the buying
public into trying new products.
5. Point-of-Sale Promotion and End-Cap Marketing
Point-of-sale and end-cap marketing are ways of selling product and promoting items in
stores. The idea behind this promotional strategy is convenience and impulse. The end cap,
which sits at the end of aisles in grocery stores, features products a store wants to promote or
move quickly. This product is positioned so it is easily accessible to the customer. Point-of-
sale is a way to promote new products or products a store needs to move. These items are
placed near the checkout in the store and are often purchased by consumers on impulse as
they wait to be checked out.

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6. Customer Referral Incentive Program
The customer referral incentive program is a way to encourage current customers to refer
new customers to your store. Free products, big discounts and cash rewards are some of the
incentives you can use. This is a promotional strategy that leverages your customer base as a
sales force.
7. Causes and Charity
Promoting your products while supporting a cause can be an effective promotional
strategy. Giving customers a sense of being a part of something larger simply by using
products they might use anyway creates a win/win situation. You get the customers and the
socially conscious image; customers get a product they can use and the sense of helping a
cause. One way to do this is to give a percentage of product profit to the cause your company
has committed to helping.
8. Branded Promotional Gifts
Giving away functional branded gifts can be a more effective promotional move than
handing out simple business cards. Put your business card on a magnet, ink pen or key chain.
These are gifts you can give your customers that they may use, which keeps your business in
plain sight rather than in the trash or in a drawer with other business cards the customer may
not look at.
9. Customer Appreciation Events
An in-store customer appreciation event with free refreshments and door prizes will draw
customers into the store. Emphasis on the appreciation part of the event, with no purchase of
anything necessary, is an effective way to draw not only current customers but also potential
customers through the door. Pizza, hot dogs and soda are inexpensive food items that can be
used to make the event more attractive. Setting up convenient product displays before the
launch of the event will ensure the products you want to promote are highly visible when the
customers arrive.
10. After-Sale Customer Surveys
Contacting customers by telephone or through the mail after a sale is a promotional
strategy that puts the importance of customer satisfaction first while leaving the door open for
a promotional opportunity. Skilled salespeople make survey calls to customers to gather

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information that can later be used for marketing by asking questions relating to the way the
customers feel about the products and services purchased. This serves the dual purpose of
promoting your company as one that cares what the customer thinks and one that is always
striving to provide the best service and product.
PromotionalMix Methods:
Types of
Promotion
Explanation
Advertising Communication through mass media, the firm will usually pay
for this type of communication.
Public Relations Developing a positive relationship between the organisation and
the media and the public. Good public relationships involves not
only creating favourable publicity through the media but also
involves minimising the impact of negative situations.
Sales Promotion Promotions designed to create a short term increase in sales.
Examples of sales promotion include money off coupons,
discount codes and "flash sales".
Personal Selling Sales interaction between the firm's representative and a
consumer on a one to one basis.
Direct Mail (post
and e-mail)
This involves sending marketing to a named individual or
organisation. Firms often buy lists of names, e-mails and postal
addresses for this purpose. This can be highly effective when the
direct mail recipients are within the firm's target market.
Internet
Marketing
Placing adverts on internet pages through programmes such as
Google's AdWords.
Social Media Firms place daily messages on social media such as Facebook
and Twitter to keep customers interested in their organisation.

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Types of
Promotion
Explanation
They may even run promotions, flash sales and discounts just for
their social media readers.
Sponsorship An organisation or event is paid to use your branding and logos.
Sponsorship is commonly used in sporting events; player's
clothing and stadiums will be covered in the firm's branding and
even the tournament may be named after the firm. Although
effective sponsorship requires a large audience you may get
smaller firms interested in local business sponsoring small events
in their area e.g. school fairs.
Other promotional strategies:
 MessageStrategy
Firms need to carefully consider the message that their promotion strategy will be conveying
to their target audience. What message will promotion activity send to the target audience and
how will it impact on the firm's reputation?
The promotion's message should reinforce product benefits and help the firm to develop a
positioning strategy for their products.
 Media Strategy
Media strategy refers to how the organisation is going to deliver its message. What aspects of
the promotional mix will the company use to deliver their message strategy. Where will they
promote it? Clearly the company must take into account the readership and general behaviour
of their target audience before they select their media strategy. What newspapers do their
target market read? What TV programmes do they watch? Targeting through effective media
campaigns could save the company valuable financial resources.

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 Promotion Through The Product Life Cycle
As products move through the four stages of the product life cycle different promotional
strategies should be employed at these stages to ensure the healthy success and life of the
product.
Promotion strategies that can be employed at each stage of the Product Life Cycle are as
follows:
 Introduction
When a product is new the organisation's objective will be to inform the target
audience of its entry. Television, radio, magazine, coupons etc may be used to push
the product through the introduction stage of the life cycle. Push and Pull Strategies
will be used at this crucial stage.
 Growth
As the product becomes accepted by the target market (at this stage of the life cycle)
the organisation will employ strategy to increase brand awareness and customer
loyalty.

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 Maturity
At this stage of the life cycle the product will be experiencing increased competition
and will need persuasive tactics to encourage consumers to choose their product over
their rivals. Any differential advantage/benefit will be need to be clearly
communicated to the target audience.
 Decline
As the product reaches the decline stage of its life cycle, all the organisation can do is
use strategy to remind consumers about the product in a bid to slow the inevitable.

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CHAPTER: III
INDUSTRY AND
COMPANY PROFILE

40
E COMMERCE INDUSTRY
Ecommerce is a booming industry at the moment. The rapidly increasing internet population
is creating a huge demand for online shopping channels. As a result, more and more numbers
of online shopping sites are debuting every day. Ecommerce software system helps
merchants to setup online business in easy steps using eCommerce solutions. These are
special types of eCommerce Software Application designed to build, deploy and manage an
online shopping website where merchandise that can displayed, sold and bought. The Indian
market too is warming up to the idea of online business and both retail and online stores are
projecting their products and goods to the rapidly expanding internet population of the
country.
As we may expect the robust trend to continue it is high time to migrate your business to the
internet platform. There are many free open source ecommerce solutions that help you built a
fully–integrated online shopping cart software without investing large fortune into it. Often
these applications come with inbuilt modules and widgets to get embedded to your existing
interface to create an integrated platform. Both on-premise and hosted solutions are available
to meet the varied requirements of customers using different eCommerce website solutions.
While on-premise applications will give you more control and flexibility over content, hosted
e-Commerce software will lower installation and management expenses.
We help you find the right online web store software that would suit your requirement. As the
demand for integrated eCommerce Software Solution has risen, many vendors are offering
easy customizable eCommerce applications to meet the varied and intrinsic requirements of a
business. However, it isn’t easy to find the right kind of software fitting to your business
needs, especially, while all vendors are claiming to be unique. Here we present you honest
reviews and details of best eCommerce solutions by listing them for your benefit.
We help you find applications for various requirements. It works as a two-way e commerce
platform that allows vendors to list their software applications and customers to find the right
product fitting & to build online web store to their requirements. It targets the SMEs and
offers them a platform for showcasing their innovations.
How eCommerce software can help your business:
Launching your business online can help you gain instant visibility with a deluge of
prospective customers. One of the many advantages that online businesses offer is that, it
allows you to acquire larger customer base without increasing establishment costs. It is

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relatively easier and cheaper to build online web store and to promote it to a wider customer
base. As a result, both large brands and small businesses are indulging in ecommerce or to the
idea of promoting their products and goods through internet.
If you too are considering migrating your existing business to online eCommerce solutions
here is a list of advantages that embracing ecommerce software would offer you.
1. Ecommerce software, especially for small and medium size businesses offer a level
playing platform with top, established brands. It allows small artisans and
entrepreneurs to showcase their produces to larger customer base and gain instant
visibility across the online platform.
2. It is easier to promote your business online. It helps your ecommerce business gain
visibility across e Commerce platforms and reach out to more customers. You can
instantly create buzz on big day sales, discounts and events.
3. Your customer can reach to you directly. Moreover, you can keep your shop open
24x7. Through online transactions, deals are closed instantly. So, no worries
regarding receivables. You can also offer comfortable payment options to your
customers which will make them more interested in buying products from your
website.
If you have an in-house IT team you can build online store platform from scratch, or else,
there are now plenty of ready-to-use, off-the-shelf applications available which can be
customized according to your ecommerce business
requirements. Zepo, Shopify, BuildaBazar are few such ecommerce solutions that allow you
to build personal online stores in easy steps. However, before you select a platform,it is
important to check if it satisfies your requirements. We are a listing service that allows
vendors to list their products where customers can check, compare and eventually select the
best solution for themselves.
Features of eCommerce Software:
The growing industry of ecommerce solutions has quite transformed the traditional brick and
mortar kind of business. Today most brands and shops have launched their online shops to
entice more number of customers by offering them convenience of shopping from the
comfort of their homes; at any time of the day. Introduction of ecommerce solutions have
positive impact on world economy and in all probability the trend will continue in the future.

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Ecommerce solutions offer a few advantages over the traditional form of business, those are:
1. Lower entry level cost
2. Easy penetration to the market
3. A level playing field alongside the large and established brands
4. An educated and aware customer base
5. Easy accessibility over the internet and scope of direct communication with customers
6. Marketing through Search Engine Optimization (SEO), Social Media Optimization
(SMO), Social Media Campaign, Pay Per Click (PPC) campaigns etc.
7. No or lower establishment cost
8. Wide availability of professional resources in designing, developing, hosting and
maintaining websites or ecommerce portals
The number of ecommerce portals has grown significantly in the past years. According to a
report published on ecommerce trends, over 40% of internet users have purchased goods and
merchandized online. But even with all these facts it isn’t easy to start off with ecommerce.
First off, it would need proper selection of the best shopping cart software to be used that will
be supportive to the business. Here are a few features to consider while choosing the
best multi channel ecommerce platforms.
1. The online store builder must eliminate issues of maintaining multiple databases by
integrating all to a centralized platform.
2. Hassle free integration to the existing set-up is crucial for the health of your business.
It must unite all aspects of your business by allowing seamless integration with both
internal and external platforms, such as – third-party secured payment gateway
software.
3. Some online web store software have features like periodic mailing, shopping
suggestions through intelligent analytics and customer browsing history analysis, and
such, to help you engage more customers in less time.
4. The eCommerce software solutions must also be SEO friendly so that your site ranks
easily on search engine pages.
5. Another important aspect is reporting and analysis module as these would help you
measure business performance and also suggest you scopes of improvement.

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We help business owners make an informed choice while selecting eCommerce applications
for their business. We work as a listing website where software vendors showcase their
products and services. You can compare and get reviews to select the best IT solution
available to you.
Factors To Consider Before Choosing An Ecommerce Platform
In a world that lives, speaks and believes in digital concepts and information, choosing the
right e-commerce platform for showcasing your product is very important. Whereas it helps
you to reach your audience directly with your brand offerings, it also teaches you the various
ways to connect with your visitors and build good rapport with them. Keeping in mind your
business objective and your product profile, you must go for an appropriate e-commerce
platform that will provide all the features and services, essential for a successful online
business.
And to make it happen, you must consider the following factors before selecting an
Ecommerce platform for building your online business.
1. Product Range: The range and categories of your products are the first factors to
determine the prospective e-commerce platform. In order to bring all your products on a
single platform, you need to maintain a product database. Whether you are a single brand
with few products or have multiple brands operating in diverse product categories, look for
an e-commerce solution that easily fits-in your entire product. The platform must also
maintain your database and allow you to makes frequent updates in your product database.
2. Quality of Content: Consider platforms that provide specific content models, suited to
your product profiles and range. The data model should be equipped with vital product
information that will create interest within your visitors and attract them towards your
Ecommerce site. Integrating a customized CMS with the e-commerce site will take you
further by displaying customized information, based on your audience profile. Thus, a rich
and high-quality content framework is a must-have feature within your ecommerce platform.
3. Product Search and Purchase Process: Have a look at your product search history and
the purchase procedure adapted by your consumers. Based on your findings, look for ways to
integrate a system within the ecommerce platform, through which you can track your visitors’
activities and can map their presence in real-time. Thus, you can know when your visitors are

44
more likely to be online and take this opportunity to boost customer engagement and improve
the sales of your product.
4. Site Design: The e-commerce site design must go well with your product profile. It should
be easy-to-navigate, and have friendly user-interface. The site design should be such that
your consumers are able to easily search different products. Good site performance, quick
page loading by 3-5 seconds, high SEO ranking, and attractive product presentation are some
critical aspects of a good ecommerce platform. Above all, the site has to be responsive, i.e. it
must easily adapt to all screen sizes (desktops, laptops, mobiles, tablets, iPAD, etc.)
5. Marketing Campaigns Integration: Based on your frequency of marketing campaigns,
ensure that your chosen e-commerce platform has important features and provides good
support in optimizing your campaigns. The platform must integrate with your CMS and allow
your campaign and content managers to seamlessly boost interactions and direct your
audience, towards your products. Also, you must be able to track the effectiveness of your
campaigns and assess your results.
6. Cost: Cost is undoubtedly a crucial factor that is largely dependent on your marketing
budget. Different e-commerce services run different solutions. In order to choose an
Ecommerce platform for your online business, first try assessing its features and benefits and
weigh them against your requirements. If you have settled for an e-commerce site which
comes at an expensive cost, prioritize your needs and focus on the significant requirements.
Most e-commerce platforms offer hybrid solutions, which are more cost-efficient than the
conventional software systems. It’s best to fish around for hybrid models and contain your
costs within your stipulated budget.
7. Hosting: There are different ways of hosting your e-commerce site. Usually, e-commerce
platforms are hosted in SaaS (Software-as-a-Service) platform, which works well for all
kinds of products and businesses. And if you are someone from the web hosting industry, you
can also host your site in your servers. Reliability, speed and connectivity of servers are the
primary factors for considering a good hosting service. Nowadays, some e-commerce
sections also offer hybrid hosting. The hybrid models are cost-efficient and you end up
paying only for what you have consumed.
8. Security: Security is as important for you as for your customers. Since your business
fortune will be largely dependent on the security of the e-commerce platform, it must keep

45
away from bugs, spams and online threats. Thus, before making the final deal, enquire about
the security provisions and measures of the e-commerce platform. Do a little research with
the brands that are already present in the e-commerce platform industry. Consider the security
ratings and privacy standards of the Ecommerce platform before purchasing it.
After minutely considering the above factors, gather all data, analyze the features and
advantages, map them against your business requirements and then take a call on the most
appropriate e-commerce platform for your online business!
EXAMPLES OF SOME E-COMMERCESOFTWARES
StoreHippo.com
StoreHippo is the new age mobile commerce platform that provides comprehensive turnkey
solutions for retailers to sell their products and services in the online marketplace. Powered
by a truly mobile architecture and most advanced technology stack, StoreHippo excels in
delivering highly scalable and mission critical mobile applications for its clients in domestic
as well as international market.
StoreHippo comes pre-built with awesome features needed by retailers to manage, sell, ship,
and market their products as well as to engage their customers online. StoreHippo takes away
the burden of IT from the shoulders of merchants and allows them to focus on their core
business. The DIY (Do It Yourself) platform provides integrations with leading payment
gateways and logistics providers in the country. The burden of logistics has always been a
pain for merchants. StoreHippo makes life easier for them by providing automated shipping
solutions. As an added advantage they also get awesome discounts on shipping charges from
top logistics providers The 'Beyond e-Commerce' capability of StoreHippo has made it a
preferred choice for startups that do not want to be limited by) e-Commerce platforms only.

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Buildabazaar.com
Buildabazaar.com is an online e-commerce platform built by Infibeam. Buildabazaar is SaaS
based ECommerce platform for creating online retailing stores.
Key Features
Zero IT cost
BuildaBazaar is a powerful ecommerce platform offered as a hosted solution. The Software
as a Service (SaaS) model ensures you get a robust and high performance platform without
having to worry about software upgrades and hardware maintenance. BuildaBazaar is
continuously updating the platform with new features to help you increase your sales.
Manage your products
BaB features a comprehensive CMS – Catalog management system to manage your products.
Simple web User interface to add new products to the store, manage product description,
price, and stock. Powerful bulk tools allow addition of multiple products and modification of
store product information.
Customize your store
Buildabazaar allows creation of unlimited store web pages to showcase products. Powerful
widgets simplify addition of banners, images and content to a web page. Make changes to the
content of the store pages using the on page customization tools.
Manage your orders
Manage order fulfilment, shipment and completion for all orders from a single panel.
Generate invoices for track shipments using advanced store administration panel. Allow
customers to track their orders and stay updated on the latest status.
SEO and Online Marketing
Increase traffic to your store by running online marketing campaigns, BuildaBazaar features
several optimizations to enhance search engine rankings and discoverability of the store.
Highlight your store with keywords matching the products and brands.
Social network integration
Attract customers on social networks. Share information about your store on facebook and
twitter. Allow customers to engage with your store using social sharing features like facebook
like, twitter share, and Google+1

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Payment Gateway
Collect online payments on your store using credit cards, debit cards & net banking through
your own payment gateways. BuildaBazaar supports integration with a number of domestic
and international payment gateways like DirecPay, Billdesk, TechProcess, CCAvenue,
HDFC, Axis and PayPal.
Amazon.com
Amazon, is an American electronic commerce and cloud computing company that was
founded on July 5, 1994 by Jeff Bezos and is based in Seattle, Washington. It is the largest
Internet-based retailer in the world by total sales and market capitalization. Amazon.com
started as an online bookstore, later diversifying to sell DVDs, Blu-
rays, CDs, video downloads/streaming, MP3 downloads/streaming, audiobook downloads/str
eaming, software, video games, electronics, apparel, furniture, food, toys and jewelry. The
company also produces consumer electronics—notably, Kindle e-readers, Fire tablets, Fire
TV and the Echo—and is the world's largest provider of cloud infrastructure services
(IaaS). Amazon also sells certain low-end products like USB cables under its in-house brand
AmazonBasics.
Amazon has separate retail websites for the United States, the United Kingdom and Ireland,
France, Canada, Germany, Italy, Spain, Netherlands, Australia, Brazil, Japan, China, India
and Mexico. Amazon also offers international shipping to certain other countries for some of
its products. In 2016, Dutch, Polish and Turkish language versions of the German Amazon
website were launched.

48
COMPANY PROFILE
Eamani Tech is the rising dedicated web solutions provider with strong base in Hyderabad,
India. Since its inception in February 2015, the company has successfully delivered varied
web services as well as start-up funding to budding enterprises. The company is on its way to
gain foothold in other major cities of India while catering its eminent web services to
prominent IT hub, the city of Hyderabad.
Company’s Mission
We endeavour to play a pivotal role in Inception, organization, development and investment
of start-up ventures. We aspire to support the entrepreneurial debuts not only through our
vital web services but also through seed funding services that would help the enterprises to
grow and sustain in long run.
Values
 E- Enterprising and enthusiastic to reach new heights
 T- Technologically competent to cater in ever changing environment
 H-Holistic approach to achieve combined as well as individual growth
 I-Integrity is integral for positive work atmosphere as well as overall progress of all
 C-Commitment towards complete client satisfaction
 S- Success follows high performance and great values
Vision
Our valuable customer is the centre of our business circle. Our business practices and processes are
designed to facilitate best services to our customers. Three words that sum up our mission are- Dedication,
Reliability and Excellence.
Company’s Goal
To become the leading web services provider in India by year 2018 is our main goal. Not only this we
aspire to become the torch-bearer in seed funding for Indian enterprises by the end of year 2016. By year
2020, we visualize ourselves as leading IT outsourcing company as well as Human resource outsourcing
company.

49
Services by Eamani Tech
Eamani tech provides different types of web services and mobile applications solutions.The
types of services provided by eamanitech are Web development, Mobile app development, E-
commerce solutions, Seed/Startup funding, IT outsourcing, Graphic designing, Enterprise
solutions,Human Resource Outsourcing, Software Testing, User Analytics,App Marketing,
Engineering & Industrial Services, Global IT Consulting, Hospital Management System,
Education Management System.
RecentProjects
 CloseLand
 Thulp
 EzyFood
 EzyStay
 Amaravathi
 TalkBetter
 Futuristic Rayalaseema
 Raaga Mayuri Mega Food Park
 Raaga Mayuri Electronics Park
Companies portfolio
 Our wide and versatile portfolio speaks volume about our performance level. We have
so far delivered awesome solutions for :
 Web design and development
 Mobile application development
 E-commerce development
 Graphic designing
 Human resource solutions
 Global IT Consulting
 Enterprise solutions
 IT outsourcing

50
 Software Testing
 User Analytics
 App Marketing
 Engg and Industrial Services
 Education Management System
 Hospital Management System
LOGO OF THE COMPANY:
ABOUT CLOSE LAND APP:
CloseLand is a online e-commerce app which allows the customer to find their nearby shop
basic upon the product and service which he/she want to purchase.
Search Shops & Services close to your location! Find out Great Deals!
Close Land allows you to discover the shops and Services close to you in Hyderabad. Make
your Search & shopping day amazing with our App. Find out great Deals on local Services
and shopping From Apparels, Furniture to Electronics. Search Shops & Services close by
your location and Compare the prices on Products & fashion items.
CloseLand will make your Shopping easy! Discover the Shop close to you! Get your best
product at lowest price!
Close Land is the Best App to find out deals on local Shops in Hyderabad. We aim to put
together your shopping and Service needs within your reach. Close Land always wants you to
have a great experience with the App. We assure that the app will make it easy for you

51
whenever you need in urgency to buy an essential product. Your trust is safe with Close
Land. Have a Happy Landing on Local Shops with Close Land!
Privacy policies
This Privacy Policy governs the manner in which “CloseLand” collects, uses, maintains and
discloses information collected from users (each, a "User") of the http://closeland.com/
“CloseLand” website ("Site"). This privacy policy applies to the Site and all products and
services offered by “CloseLand”.
1. Personal identification information: We may collect personal identification
information from Users in a variety of ways, including, but not limited to, when Users
visit our site, register on the site place an orderfill out a form respond to a survey
subscribe to the newsletter and in connection with other activities, services, features
or resources we make available on our Site. Users may be asked for, as appropriate,
name, email address, mailing address, phone number, credit card information and
social security number.
2. Users may, however, visit our Site anonymously: We will collect personal
identification information from Users only if they voluntarily submit such information
to us. Users can always refuse to supply personally identification information, except
that it may prevent them from engaging in certain Site related activities.
3. Non-personal identification information: We may collect non-personal identification
information about Users whenever they interact with our Site. Non-personal
identification information may include the browser name, the type of computer and
technical information about Users means of connection to our Site, such as the
operating system and the Internet service providers utilized and other similar
information.
4. Web browser cookies: Our Site may use "cookies" to enhance User experience. User's
web browser places cookies on their hard drive for record-keeping purposes and
sometimes to track information about them. User may choose to set their web browser
to refuse cookies, or to alert you when cookies are being sent. If they do so, note that
some parts of the Site may not function properly.
5. How we use collected information: “CloseLand” collects and uses Users personal
information for the following purposes:
o To improve customer service: Your information helps us to more effectively
respond to your customer service requests and support needs.

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o To personalize user experience: We may use information in the aggregate to
understand how our Users as a group use the services and resources provided
on our Site.
o To improve our Site: We continually strive to improve our website offerings
based on the information and feedback we receive from you.
o To process transactions: We may use the information Users provide about
themselves when placing an order only to provide service to that order. We do
not share this information with outside parties except to the extent necessary to
provide the service.
o To administer a content, promotion, survey or other Site feature: To send
Users information they agreed to receive about topics we think will be of
interest to them.
o To send periodic emails: The email address Users provide for order
processing, will only be used to send them information and updates pertaining
to their order. It may also be used to respond to their inquiries, and/or other
requests or questions. If User decides to opt-in to our mailing list, they will
receive emails that may include company news, updates, related product or
service information, etc. If at any time the User would like to unsubscribe
from receiving future emails, we include detailed unsubscribe instructions at
the bottom of each email or User may contact us via our Site.
6. How we protect your information:
o We adopt appropriate data collection, storage and processing practices and
security measures to protect against unauthorized access, alteration, disclosure
or destruction of your personal information, username, password, transaction
information and data stored on our Site.
o Sensitive and private data exchange between the Site and its Users happens
over a SSL secured communication channel and is encrypted and protected
with digital signatures.
o The security of your Personal Information is important to us, but remember
that no method of transmission over the Internet, or method of electronic
storage is 100% secure. While we strive to use commercially acceptable
means to protect your Personal Information, We cannot guarantee it is
absolute security.

53
CHAPTER: IV
DATA ANALYSIS & PRESENTATION

54
1) What kind of business/outlet do you own?
Response No of responses % of responses
Multi brand 31 62%
Sub dealers 5 10%
Exclusive Outlet 12 24%
Retail / Wholesale 2 4%
ANALYSIS
INTERPRETATION:-
The above information indicates that 62% of respondents have multi brand outlet. 24% of
respondents have exclusive outlet. 10% of Madhapur areas have Sub dealers. Only 4% of
respondents have retail/wholesale outlet.
Multi brand Sub dealers Exclusive Outlet Retail / Wholesale

55
2) Since how long you have been in this business?
Less than 1 year 3 6%
1 - 3 year 24 48%
3 - 5 year 17 34%
More than 5 year 6 12%
ANALYSIS
INTERPRETATION:-
The above information indicates that 48% of respondents have been in this business since 1 -
3 year. 34% of respondents have been in this business since 3-5 year. 12% of Madhapur areas
have been in this business since more than 5 year. Only 6% of respondents have been in the
business for last one year.
Less than 1 year
1 - 3 year
3 - 5 year
More than 5 year

56
3) For which kind product or service you are going for promotion?
Electronic appliances 21 42%
Clothes and accessories 10 20%
Home and kitchen appliances 2 4%
Health and Beauty 6 12%
Others 11 22%
ANALYSIS
INTERPRETATION:-
The above information indicates that 42% of respondents promote for electronic appliances.
20% of respondents promote for clothes and accessories. 12% of respondents promote for
home and kitchen appliances. And rest respondents prefer to promote other products to reach
customers.
Electronic appliences
Clothes and accessories
Home and kitchen appliences
Health and Beauty
Others

57
4) What kind of promotional tool you practice in your business?
Online Advertising 37 74%
Discounts 47 94%
Schemes 31 62%
Coupons 10 20%
ANALYSIS
INTERPRETATION:-
The above information indicates that 74% of respondents use that online advertising as
promotional tool, 94% of respondents use discounts, 62% use schemes and 20% use coupons
as promotional tool in their business.
0 10 20 30 40 50
Online Advertising
Discounts
Schemes
Coupons
Series1

58
4.1) Can you remember which of the above tool you used for the last time?
INTERPRETATION:-
The gathered information shows that most retailers used special offers and discounts to attract
customers followed by online advertising. Coupons and schemes are used by very less
shops/franchises.

59
5) How frequently you plan for sales promotion and special offers?
Daily 7 14%
Monthly 16 32%
Seasonally 26 52%
Yearly 1 1%
ANALYSIS
INTERPRETATION:-
The above information indicates that 52% respondents plan for offers on particular seasons.
32% plan for offers on monthly basics. 14% respondents plan for daily basics. Few retailers
plan sales promotion on yearly basics.
Daily
Monthly
Seasonally
Yearly

60
6) According to you which one is the best advertising media for promotion?
Tv Ads 6 12%
News paper or print media 8 16%
Online Advertising 34 68%
Others 2 4%
ANALYSIS
INTERPRETATION:-
The above information indicates that 68% respondents say online advertising is the best
advertising media for promotion. 16% respondents say news paper or print media is the best
advertising media for promotion. 12% respondents say Tv Ads t media is the best advertising
media for promotion.
Tv Ads
News paper or print
media
Online Advertising
Others

61
7) What is the profit margin of the product that is sold in online?
Very High 10 20%
High 24 48%
Normal 13 26%
Low 3 6%
Very low 0 0%
ANALYSIS
INTERPRETATION:-
The above information indicates that 48% respondents say that there is high profit margin of
the product that is sold in online. 26% respondents say that there is Normal profit margin of
the product that is sold in online. 20% respondents say that there is Very High profit margin
of the product that is sold in online and 6% respondent’s believes that there is profit margin
of the product that is sold in online.
Very High
High
Normal
Low
Very low

62
8) Rate the effect of social media in promoting product-
1 star 0 0%
2 star 3 6%
3 star 8 16%
4 star 19 38%
5 star 20 40%
ANALYSIS
INTERPRETATION:-
The above information indicates that 40% of respondents rated 5star as social media is
effective for promoting products. 38% rated 4star, 16% rated 3star and 0% rated social media
is effective for promoting products.
1 star
2 star
3 star
4 star
5 star

63
9) Rate the effect of digital marketing in promotion-
1 star 2 4%
2 star 0 0%
3 star 12 24%
4 star 15 30%
5 star 21 42%
ANALYSIS
INTERPRETATION:-
The above information indicates that 42% of respondents rated digital marketing is effective
for promotion. 30% rated 4star, 24%raed 3star, 0% rated 2star and 4% rated digital marketing
is effective for promotion.
1 star
2 star
3 star
4 star
5 star

64
10) Your satisfaction level with different E commerce service provider-
Highly
Satisfied
Satisfied Neutral Dissatisfied Highly
Dissatisfied
Amazon 3 27 14 5 0
Sulekha 1 5 28 14 2
Justdial 10 22 11 5 2
Flipkart 15 24 7 2 2
Snapdeal 15 18 12 3 1
ANALYSIS
INTERPRETATION:-
The above information indicates that flipkart and snapdeal provides highly satisfied service.
Amazon and justdial is satisfied by most of respondents. Sulekha provides dissatisfaction
service.
0
5
10
15
20
25
30
Highly
Satisfied
Dissatisfied
Amazon
Sulekha
Justdial
Flipkart
Snapdeal

65
11) Rank the factors that you feel important for online advertising-
Very High High Medium Low Very Low
Increase of
sales
14 20 12 4 0
Promotion of
new product
27 15 5 2 1
Expanding
business
11 18 18 2 1
ANALYSIS
INTERPRETATION:-
The above information indicates there is very high effect of online advertising in increase of
sales, promotion of new product, and expanding business.
0
5
10
15
20
25
30
Very
High
High Medium Low Very
Low
Increase of sales
Promotion of new product
Expanding new business

66
12) Are you interested to register with our online advertising site?
Yes 35 70%
No 15 30%
ANALYSIS
INTERPRETATION:-
The above information indicates that 70% of respondents wants to register with Closeland
mobile app. And 30% of respondents do not want to register with Closeland mobile app.
Responses
Yes
NO

67
13) What additional sales promotional inputs do you feel our company should provide?
INTERPRETATION:-
Most respondents suggested that there should be special offers from company side those
register with Closeland app. There should be effective customer service is suggested by many
respondents. Many respondents also suggested that the Mobile app should be more attractive.

68
14) Do your businesses provide customer service?
Yes 49 98%
No 1 2%
ANALYSIS
INTERPRETATION:-
The above information indicates 98% of retailers and franchise provide customer care
service. Only 2% don’t provide any customer service.
Responses
Yes
NO

69
CHAPTER: V
FINDINGS
SUGGESTIONS
&
CONCLUSION

70
FINDINGS:
As per as research conducted by me in Madhapur area of Hyderabad the following results
comes out-
 62% of retailers have multibrand outlet.
 Nearly 50% outlets are start-up.
 Most store and franchise uses online advertisement and discounts & offer strategies to
get their business. All stores have Justdial as online advertisement channel.
 Most people have stated that online advertisement and promotion are best strategies
but there should be update regarding product availability in the store. So that customer
should not be confused.
 54% of store outlets plan for sales promotion and special offers in seasonally basis
and 32% of plan for monthly offers.
 All most 68% stores have believed that online advertisement and ecommerce is the
best platform to promote product and services.
 68% people agreed that there is high profit margin in selling of product by ecommerce
media.
 According to survey social media is found to be best promotion method for brand
promotion.
 Most people believed that there is a large effect on promoting product through digital
market.
 The responses from questionnaire show that Amazon and Flipkart give most
satisfaction to their customer. According to survey Amazon and Flipkart have ggod
promotional strategies.
 70% of stores registered our online website and app (Closeland).
 According to the research most people suggested that Closeland website most
effective and attractive like other ecommerce websites. The mobile app should be
updated in term of technical things as well as it should be updated in regular basis of
availability of product in the particular stores.

71
SUGGESTIONS:
 Technical developers should update the website and mobile app in order to attract
customers through its appearances.
 A new sales force should be appointed to update the availability of product in each
store.
 The business development team should be appointed to get new business from
Hyderabad as well as the state.
 As competitors are more in the market, the marketing team should focuses upon the
promoting the new ecommerce app (Closeland).
 The SEO team should focus more upon the visibility of website in search engines.
 As per study social media promotion is better media for advertising so the digital
marketing teams should market the Closeland app in social media.
 There should be special team for customer care and also to collect their feedback.
 There should be strong distribution network.

72
CONCLUSION:
1. An e-commerce website and mobile app was developed by Eamani tech pvt ltd
company, which is unique in the market. The mobile app is different than other
(competitors) ecommerce app.
2. Test marketing was conducted in Madhapur and Gachibowliregion of Hyderabad. The
results show that most people satisfied with the app. Other marketer had given
suggestion and feedback regarding changes for the closeland app.
3. Different product positioning strategies has been used like-
i) Product characteristics.
ii) Pricing as positioning strategies
iii) Positioning strategies based on use of app.
iv) Positioning strategy based on competitors.
4. The promotional tools like advertisement, sales promotion public relations direct
marketing, word of mouth are used to promote Closeland mobile app.
i) Advertisement: First a slogan for Closeland mobile appis made i.e. “pass he to
behetar he”. It is a Hindi slogan. The message was promoted through news paper,
hoardings, placards, direct & bulks mail, magazine, in social media and by pay per
click method through Google ad words.
ii) Sales promotion: The shops and franchise are provided free registration. Also their
product, product description, services and store location were entered in Closeland
app for free.
iii) Public relation: The Company makes constant interaction with their clients,
investors and their investors.
iv) Direct Marketing: The sales men and I used direct marketing channel for
promoting Closeland app. We daily meet with different retail outlets and franchise
to aware them about Closeland app. We collected data and many suggestions from
them.
v) Word of mouth: Company hired some employee having soft skills, who will
create publicity of Closeland app in public meetings.
5. Eamanitech has to show its competitors that it is confident and knows exactly where it
intends to steer the market. The market is expecting Eamanitech to create brand value
and customer satisfaction through Closeland mobile app other than compititors.

74
QUESTIONNAIRE
PERSONAL INFORMATION
I. What’s your name?
Ans: ____________________________
II. Name of the shop / Franchise?
Ans: ______________________________
III. Gender-
a) Male
b) Female
IV. Your Occupation-
a) Professional
b) Pvt-sector employee
c) Student
d) Others.__________________
V. Age Group-
a) 20-30
b) 30-40
c) 40-50
d) More than 50

75
RETAILERS / WHOLE SELLERS SURVEY
1. What kind of business/outlet do you own?
a) Multi brand outlet
b) Sub dealers
c) Exclusive Outlet
d) Retail/Whole sellers
2. Since how long you have been in this business?
a) Less than 1 year
b) 1 - 3 year
c) 3 - 5 year
d) More than 5 year
3. For which kind product or service you are going for promotion?
a) Electronic appliences
b) Clothes and accessories
c) Home and kitchen appliences
d) Health and Beauty
e) Others.__________________
4. What kind of promotional tool you practice in your business?
a. Online Advertising
b. Discounts
c. Schemes
d. Coupons
4.1) Can you remember which of the above tool you used for the last time?
Ans. __________________________________________
5. How frequently you plan for sales promotion and special offers?
a. Daily
b. Monthly
c. Seasonally
d. Yearly

76
6. According to you which one is the best advertising media for promotion?
a. Tv Ads
b. News paper or print media
c. Online Advertising
d. Others.__________________
7. What is the profit margin of the product that is sold in online?
a. Very High
b. High
c. Normal
d. Low
e. Very low
8. Rate the effect of social media in promoting product-
1 2 3 4 5
9. Rate the effect of digital marketing in promotion-
1 2 3 4 5
10. Your satisfaction level with different E commerce service provider-
Highly
Satisfied
Dissatisfied
Amazon
Sulekha
Justdial
Flipkart
Snapdeal

77
11. Rank the factors that you feel important for online advertising-
Very High High Medium Low Very Low
Increase of
sales
Promotion of
new product
Expanding
business
12. Are you interested to register with our online advertising site?
a. Yes
b. No
13. What additional sales promotional inputs do you feel our company should provide?
Ans: _____________________________________________________________
14. Do your businesses provide customer service?
a. Yes
b. No
15. Please feel free to suggest the company.
Ans: _____________________________________________________________

78
BIBILIOGRAPHY
BOOK: Principles of Marketing (Book by Philip Kotler)
WEBSITES:
1) https://en.wikipedia.org/
2) http://smallbusiness.chron.com
3) https://www.google.com/forms
4) www.eamanitech.com
5) www.closeland.com
6) www.slideshare.net
7) http://www.learnmarketing.net
8) http://www.mbaskool.com
9) http://www.businessdictionary.com
10) www.business2community.com

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