A PROJECT REPORT ON

"AN ANALYTICAL STUDY OF THE EFFECTIVENESS OF ONLINE MARKETING ON

INTEGRATED MARKETING COMMUNICATION”
In practice fulfilment of the Requirement of Master of Commerce Degree course of
Savitribai Phule University of Pune

SUBMITTED BY

Omkar Krishna Pailwan

ROLL NO-1850876

M.COM- ll

UNDER THE GUIDANCE OF

PROF. MANJUSHA KULKARNI

SUBMITED TO

PROGRESSIVE EDUCATION SOCIETY’S MODERN COLLEGE OF ARTS, SCIENCE

AND COMMERCE GENESHKHIND, PUNE-16.
  TITLE

STUDY OF THE EFFECTIVENESS OF ONLINE MARKETING

ON INTEGRATED MARKETING COMMUNICATION

 INTRODICTION
Integrated Marketing Communication is a marketing concept that ensures all forms of
communication and messages are carefully linked together.

At its most basic level, Integrated Marketing Communication or IMC means

integrating all the promotional tools, so that they work together in harmony.
Promotion is one of the Ps in the marketing mix. Promotion has its own mix of
communication tools.

All of these communication tools work better if they work together in harmony rather
than in isolation. Their sum is greater than their parts - providing they speak
consistently with one voice all the time, every time.

 WHAT IS ONLINE MARKETING ?

Reaching out to consumers and establishing a brand is an important part of succeeding in

business. Without marketing solutions, a business has a very high chance of failure.
Online marketing is a strategy that helps build up a company’s reputation and exposure
online by using a variety of internet tools and solutions

Online marketing, which is also called internet marketing or online advertising, is any
tool, strategy or method of getting the company name out to the public. The
advertisements can take many different forms and some strategies focus on subtle
messages rather than clear-cut advertisement

 STATEMENT OF PROBLEM

 study focuses on following problems –

This

 
How
 do consumers get awareness about different brands?

 
How online marketing plays important role in companies’ marketing strategy?
 

  
What are the reasons for growing popularity of online marketing among consumers?

 
How is online marketing advantageous over traditional marketing

 IMPORTANCE of IMC
 Integrated marketing communication plays an integral role in communicating brand
message to a larger audience

 Integrated marketing communication goes a long way in creating brand awareness among
customers at a minimal cost

 Integrated marketing communication scores over traditional ways of marketing as it

focuses on not only winning new customers but also maintaining long term healthy
relationship with them.

 IMPORTNACE OF ONLINE MARKETING

 To increase the visibility of business
 To connect with the customers
 To cope up with the competition

 SCOPE
The study aims to understand the massive contribution of Online marketing as a part of
Integrated Marketing Communication and to know its splendid efforts towards promotion
in practice and also to find out some challenges in using online marketing as a tool of
integrated marketing communication. The recommendations of this research can be used
to frame an appropriate Integrated Marketing Communication strategy in which
companies can give special consideration to online marketing along with the other
traditional tools of IMC.
  Objectives :

Based on the above research problems, the research objectives are as follows,
i. To understand the importance of Integrated Marketing Communication.

ii. To understand the reasons for growing popularity of online marketing,

iii. To understand the customer behavior regarding to online marketing.

 LIMITATIONS

1 Individual study is a major limitations of project study

2 project is for limited period so cannot get more time for project work
3 lack of accuracy is limitation for primary method

 WORKING DEFINITION
Online Marketing is the art and science of selling products and/or services over digital
networks, such as the Internet and cellular phone networks.

Definition of IMC

 Integrated Marketing Communication as the collective activities, materials and media

used by a marketer to inform or remind
 CLASSES OF RESPONDENT
 people from various categories using online shopping
of different age and income

 SAMPLE SIZE
 Sample size of study of 30 people

 SOURCES OF DATA COLLECTION

 Source of data collection is done through interactions with people from various categories
 Questionnaire solved by various people and information form internet

 Methods of data collection

 Primary data
Primary data collected from people who do online shopping

 Secondary data
Various information from book and internet etc

 TECHNIQUE OF ANALYSIS:
 Graphs and tables are used to analyze the data
 STATISTICAL TOOLS
 Msword document, computer, interne, email

 Literature review

Integrated marketing communication (IMC) is an approach used by organizations to

brand and coordinate their communication efforts. IMC blends various promotional tools

and communication/marketing/advertising services and techniques to maximize profit.

IMC is ultimately achieved through concise and consistent messaging that fosters

familiarity and consumer affinity. Effective IMC messages and images are meaningful

and useful to consumers, messaging and branding consistency - a proven IMC concept -

yield customer satisfaction and loyalty.

Online marketing uses internet to deliver promotional marketing messages to

consumers. It includes email marketing, search engine marketing, social media

marketing, many types of display advertising (including web banner advertising), and

mobile advertising. Like other advertising media, online advertising frequently involves

both a publisher, who integrates advertisements into its online content, and an advertiser,

who provides the advertisements to be displayed on the publisher's content. Other

potential participants include advertising agencies that help generate and place the ad

copy, an ad server who technologically delivers the ad and tracks statistics, and

advertising affiliates who do independent promotional work for the advertiser.

 COMPANY PROFILE

Flipkart Pvt Ltd. is an Indian electronic commerce company focused on book sales,
before expanding into other product categories such as consumer electronics, fashion, and
lifestyle products.
The service competes primarily with Amazon's Indian subsidiary, and the domestic
rival Snapdeal as of March 2017, Flipkart held a 39.5% market share of India's e-
commerce industry.[7] Flipkart is significantly dominant in the sale of apparel (a position
that was bolstered by its acquisitions of Myntra and Jabong.com), and was described as
being "neck and neck" with Amazon in the sale of electronics and mobile
phones.[Flipkart also owns PhonePe, a mobile payments service based on the Unified
Payments Interface(UPI).

NAME OF COMPANY :- FLIPKART

HEADQUATERS :- BENGLURU, KARNATAKA INDIA
FOUNDER :- SCHAIN BANSAL
BINNY BANSAL
FOUNDED :- 2007 12 years ago
AREA SERVED :- INDIA
WEBSITE :- www.flipkart..com

 SCHEME OF REPORT

1. Introduction

2. Literature review

3. Research objective and methodology

4. Case studies on IMC & Online Marketing

5. Data analysis
6. Conclusion and limitation

 Bibliography
1. Marketing Management, Philip Kotler & Kevin Lane Keller,
2. Weinberg, Tamara 2009. The new Community Rules: Marketing on
the Social web
3. E-marketing Excellence: at the Heart of E-business

 website
1. www.proquest.com

2. www.emarald.com

3. www.wikipedia.com

Prof Mrs. Manjusha kulkarni Mrs. Omkar k pailwan

(Project guide) ( signature of candidate)

.