A

PROJECT REPORT
ON
Analyzing Impact of Promotional Tools on Lead
Generation: A Study of Anmol Interiors Pvt Ltd

Submitted in partial fulfillment of the requirements for

Master of Business Administration degree course
Batch:2018-2020

Submitted to- Submitted by-

Mr.Deepak Dhariyal RadhikaPasricha
Roll No.18002050036

Amrapali Group of Institutes, Shiksha Nagar,

Lamachaur, Haldwani
Uttrakhand

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 STUDENT DECLARATION
I hereby declare that this project titled “Analyzing Impact of Promotional
Tools on Lead Generation: A Study of Anmol Interiors Pvt Ltd ” submitted
in partial fulfillment of Master of Business Administration Course is my
bonafide work and any part of this work has not been submitted for the awarded
of any other Degree/Diploma.

COUNTERSIGNED BY-

MBA 3RD SEMESTER

ROLL NO. 18002050036

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 ACKNOWLEDGMENT
I am thankful to staff members of AMARPALI INSTITUTE for their valuable
suggestions in the execution of the project work.

Finally, I would like to express my sincere thanks to Mr. Deepak Dhariyal

who gave me proper guidance and support to complete my project.

Lastly, I am grateful to all the respondents, who helped me by providing the

information and giving their valuable time.

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 PREFACE

The successful completion of this Project Report was a unique experience for
me because going through variety of websites on internet I came through
amazing facts and figures about promotional tools availed by the e-market
which are unknown to the common

The experience I have gained from this, is essential at the turning point of my
career. The project report being submitted contains detailed analysis of research
undertaken by me.

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CONTENTS

Chapter 1

1.1 Introduction
1.2 Objective of study
1.3 Period of study
1.4 Research Methodology
1.5 Scope of the study
1.6 Limitation of study

Chapter 2

2.1 Industry profile

2.2 Company profile

Chapter 3

3.1 Data analysis & Interpretation

Chapter 4

4.1 Findings
4.2 Conclusion

Bibliography
Questionnaire

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CHAPTER 1

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 CHAPTER 1

INTRODUCTION

 Internet Marketing, Web Marketing, Digital Marketing, or Online Marketing. E-marketing is

the process of marketing a product or service using the Internet. Emarkerting not only
includes marketing on the Internet, but also includes marketing done via e-mail and wireless
media. It uses a range of technologies to help connect businesses to their customers.

Like many other media channels, e-marketing is also a part of integrated marketing
communications (IMC), which helps a brand grow across different channels. E-marketing
has become a pivotal tactic in the marketing strategy adopted by companies using
several digital media channels.

It gives much better return on investment from than that of traditional marketing as it helps
increasing sales revenue.
E-marketing means reduced marketing campaign cost as the marketing is done through the
internet.
Fast result of the campaign as it helps to target the right customers.. Easy monitoring
through the web tracking capabilities help make emarketing highly efficient
.Using e-marketing, viral content can be made, which helps in viral marketing.
All these and other methods help a company or brand in e-marketing and reaching customer
through the internet.
Internet provides 24 hours and 7 days “24/7” service to its users. So you can build and make
customers relationships worldwide, and your customer can shop or order product at any time.
The cost of spreading your message on internet is nothing. Many social media sites like
Facebook, Linkedin and Google plus allow you freely advertise and promote your business.
You can easy and instantly update your registered customers or subscribers through email.
Visitors or potential customers of your website can get up to the minute information on each
visit.
If you are having a sale, your customers can start shopping at the discounted prices literally
as soon as they open their email.
If a company has an information sensitive business, like a law firm, newspaper or online
magazine, that company can also deliver its products directly to customers without having to
use a courier.Hence, this concludes the definition of E-Marketing.

Promotional tools
Globalisation is the need of the globe and the information intelligence has sparked the trade
of the businesses worldwide.

.To explore better we must undertake clarity of the relevant words before we jump to the
Communications Industry.

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. DETERMINING CHARACTERSTICS OF A PRODUCT

 Products Can Be Defined Recursively

A product can exist within another product. A pen, for example, may have replaceable ink
cartridges. The pen is a product. But so are the ink cartridges within the pen.
There are even subproducts within a chair. The company manufacturing and selling the chair
may have purchased fully milled legs from another company. Chair legs would then be a
product.

Products can be defined recursively. A lumber company harvested trees to make wood—a
product in its own right. Next, a milling company used that wood to make chair legs. Another
company then took those pre-milled chair legs, and used them to assemble chairs of their own
design. So products can exist inside other products.

 Products Provide Benefits to a Market

When we identify subproducts within a larger product, we need to be careful that each
subproduct provides benefits to a market. The definition above does not say that something
must be purchased for it to be a product. But, to be considered a product, the item must
satisfy a need or desire.

This is true of pre-milled legs for a chair and replacement ink cartridges for a pen.

Therefore,it will be important to define each product such that it provides benefits to a
market.

 Applying this Definition to the Airline Example

It is easy to see that transporting people from one place to another is a product. That activity
provides value to a market of people who gladly pay for the ability to fly to a location. But
what about the system for monitoring and scheduling aircraft maintenance? That too is a
product.

It is created through a process and is also something that provides benefits to a market. What
market?

Well, we could go all the way and say that passengers benefit from well-maintained and safe
aircraft. But, even closer to the product’s development, we can say that the airline employees
benefit from having maintenance monitoring and scheduling computerized rather than
needing to do that manually with paper.

The same could be said of the airline’s website, which enables passengers to make flight
reservations. There is a market for that.

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So, yes our airline has one big product—and it also has many sub products.

Anything within that company that can be thought of as delivering value to a market is
a product.

 Business Need Satisfaction

The last also equally important characteristics of a product is that in order to be a product, it
should also have the attribute to satisfy a business need.

The basic business need obviously is to earn a profit on the product sold. It must have
the attribute of generating profit.

 Importance from social Viewpoint

From a social viewpoint also, the product satisfies the needs of society.

On the one hand, product satisfies the need of consumers and on the other, it
provides employment and standard of living to millions of people.

Now, what could supposedly mean by Communication Industry ?

Media states various means of communication like communication devices which are used to
interact and communicate among people.

Communication industry or Electronic media is the media that one can share on any
electronic device for the audiences viewing, unlike static media (Printing) electronic media is
broadcasted to the wider community. Examples of Electronic media are things such as the
television the radio, or the wide internet.

What is the purpose of using Electronic media?

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The purpose of using electronic media can be for many reasons, one of the reasons is that you
can use it to market yourself and anything else from businesses to products and so on.
Electronic media is an efficient way to communicate to one another, either by the use of
media devices and networks or social media sources such as Television or the Internet these
are a few of the many ways you can use Electronic media to your advantage.

What are the different types of Electronic media?

There is a wide range of Electronic media that broadcast a variety of different things like
advertisements and promotions. Different Electronic media types are below:

•Television
•Radio
•Internet
• Shops

Television is one of the most used Electronic media devices because franchises can pay for
advertisements to show millions of people, thus bringing in more business for the franchise
owner.

The Radio is similar but does not give the audience visuals, just sound. This method of
Electronic media can be effective and much more affordable than Television but does not
engage the listeners as much as visual ads.
The Internet is one of the most profitable Electronic media devices, with a single click of a
button ads will fill the webpage and is definite to catch a few glimpses for fellow web surfers.
This not only spreads through Electronic media but can profit the creator of the web page
throughout time.
Shops have Electronic media in most places, whether it be on an electric billboard or ATM
screen Electronic media is sure to be in almost everywhere you go.

What terms are used for Electronic media?

 Broardcasting: To transmit or sent information through the use of various Electronic

media devices.

 Media: The wide world of mass communication through Electronic media.

Electronic media is universal in most of the developed world. Electronic media devices have
made their place in modern life. As if now you can see there are many social media platform
but electronic media is growing in the wider range at it is been need of people now-a-days.

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Advantages:

 Many areas people get educated through the media were they get to learn many things
form media about the politics, outside environment, etc.
 Media like television is a good source for the people to get updated through the electronic
media.
 Electronic media makes people aware of world-wide things.
 Greater opportunities you get through this media sitting at your place, this is an advantage
of media.
 Firstly people used to use radio for the news but as the generation changes the media
generation also changes to television and other electronic devices.
 Also through this electronic media you can get to see many cultural events going in
world.
 Elder citizen and children get more knowledge through this media.

51% of people now prefer to shop when businesses promote products online. 80% of
people have purchased something this month.

The people are there. They want online products. Here are the opportunities.

But the challenge appears when you try to promote products online. The competition is
intense and often global. You have huge names like Amazon to contend with. As the
competition heats up, ad costs rise.

Finding the method that’s right for you and your business is the difference between paying
unsustainable acquisition costs and making a profit in the ecomm marketplace. The more
aligned your digital marketing methods are the better ROI you’ll achieve. That’s regardless of
the competition.

Therefore it has become important to explore promotional tools to serve online-

SOCIAL MEDIA ADVERTISING

Social media advertising and ecommerce go hand in hand. 52% of product sales can be
attributed back to Facebook. Around 75% of a buyer’s touch points with a brand they buy
from take place on social media.

A Nuestar case study showed that Pinterest ads are 30% more effective than other display ads
with 5x the sales. It delivered a stunning 28:1 ROI.

But is Facebook, Pinterest or another platform right for your brand, audience and products?
Let’s take a look at each.

FACEBOOK ADS

Are you considering Facebook ads? Here’s what you need to know.

Cost

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A Facebook average cost-per-click (CPC) is about $0.40. With a cost that low, you
can promote products online for as little as $10 a day if you have a decent conversion rate.

Your costs can increase depending on certain factors. It’s important to consider them to get
the most out of Facebook advertising.

irst, the CPC may be higher if you sell in certain countries. This Adespresso chart shows that
the average CPC in Japan is $0.73. If you market in Greece, it could be as low as $0.17. This
is 2016 data so this has gone up a little bit in the past couple years.

Second, consider the time of year. Just think about how many more ads you see for certain
types of products before Valentine’s Day, Halloween or Christmas. If you’re trying to tap
into a seasonal market, you can expect costs to be higher.

As a whole, you’ll spend the most money on any social media ads from October to
December.

Third, costs are also impacted by the age you’re targeting. Targeting users ages 45-65
actually costs more. That’s not surprising since this age group often has more money to
spend.

Fourth, the time your ad appears impacts the price. Costs tend to go up in the early morning
when people are checking Facebook before work and then evenings after standard work
hours.
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But this varies depending on what you’re selling. Some products have a typical time slot. For
example, most people are thinking about dinner in the late afternoon.

This is when a time-sensitive ad is most likely to be clicked. It’s the best time to show your
ad in terms of conversions. But it’s also the most expensive.

In the example below, the meal service Blue Apron is running their ad at 4:30pm, just before
dinner time. This ad is costing them more than it would at 10pm or 6am, but they obviously
find the cost to be worth the benefit for that prime-time slot.

Placement of the ad can also drive your cost up. If you want an ad to appear in the news feed
or Instagram expect to pay more. That’s because you’re going to get more attention in these
locations.

And finally, you typically pay more if your product is primarily purchased by females. As a
very broad demographic, it’s simply more competitive to reach women. More businesses are
marketing to them.

It’s important to understand what’s driving your CPC up. You’ll find that these and similar
factors increase your ad spend on every social media platform. Pay attention to what your
analytics tools are telling you to keep costs low while making more sales.

Your expected click-through-rate (CTR) is about .90% but some industries do better than

others.

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Best Products to Sell on Facebook

Facebook is really good for any kind of legal or uncontroversial product or service. Almost
1.5 billion people log in every day. Their interests and purchase behaviors are broad.

Not surprisingly, tech, retail, apparel, beauty and fitness get the most clicks on Facebook.

Special Rules to Know About

You can sell almost anything on Facebook. But they do draw some limits. They won’t let you
sell the following through their ad system:

 Illegal, Rx, Recreational drugs, tobacco and related paraphernalia

 Supplements that are considered unsafe

 Firearms

 Animals

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  Products/Services that support Piracy

 Downloadable content

 Among others

When crafting creatives, keep text under 20% of the ad space. This isn’t just a rule on
Facebook. Ads actually perform better on social media with less text.Facebook wants your
ads to perform well. That’s how they get paid.

Your Facebook ads appear in news feeds. Therefore, the more “not like an ad” the ad looks,
the better it performs. Less text helps accomplish this.

INSTAGRAM ADS

Instagram ads work off the Facebook ad system. So refer to the Facebook section above for
most details. And here’s what you need to know specifically about Instagram.

Cost

Instagram ads cost more. You might average $1.41 for a click. But in the US, paying close to
$4 in some industries isn’t unheard of.

If you opt to pay for cost per 1,000 impressions, that averages around $8. Paying for these
views may be beneficial when you’re launching a new brand and need to increase awareness
fast, focusing on sales later.

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The average click-through-rate on Instagram is 0.52%. That’s much better than most display
ads. But less than Facebook. Conversion rates, however, tend to be higher than Facebook.
People like to engage and buy on Instagram.

Interestingly, if the person who clicks is on an Apple product, your costs go up. Remember,
it’s all about the competition and the potential return.

62% of ecomm purchases are mobile. Apple holds the monster share of this buying behavior
with iPhone. On top of that, a Business Insider report released just this week stated that
owning Apple products is the #1 indicator of personal wealth.

More wealth = more money to spend on your products. That is if they didn’t break the bank
buying that $1,000 iPhone.

There’s a secret to getting lower rates on Instagram. January-March the CPC average tanks to
under a $1. This is a great time to do a push to increase brand awareness that you can then
take into maintenance mode once the costs go back up.

PINTEREST ADS

35% of Pinterest users are women making over $75k a year. Nearly 70% are making at least
$50K. 10% make over $100K.

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This puts most Pinterest users in a solid middle to upper-middle income bracket. This makes
Pinterest the place to market higher priced and designer products to this demographic.

62% of users are millennials and younger gen Xers (25-40).

Add to this the fact that 76% of users pin items because they want to purchase it later. And
55% use Pinterest primarily to shop. Pinterest has the potential to drive a lot of traffic to your
site.

If you need to promote products online that cost over $80, your brand needs to be on
Pinterest. But unlike Facebook and Instagram, where you target by selecting traits, Pinterest
is built around keywords (similar to Google). You’ll need to do some keyword research to
advertise on Pinterest.

Know what people are searching for. What phrases do they use?

And recently, Pinterest announced the release of their Shoppable Pins. With this feature, any
marketer can upload and convert their products into Shoppable Pins. It was only previously
available to selected brands but now it can be accessed by everyone. Now you can turn your
product catalogs into Shoppable Pins wherein users can buy your products without leaving
the platform.

Cost

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Pinterest works on a cost-per-click system similar to Facebook and Instagram. You can bid as
low as $0.10 and the CPC can vary a lot. Watch your campaign closely and adapt to keep
costs low.

When you promote products online using Pinterest, the average traffic increase is 30% with
revenue increases of 200% – 300%. If the above-mentioned demographic is your potential
customer, Pinterest is the place to promote products online and make sales.

Getting the Most Out of a Social Media Ad Budget

Regardless of which of these social media platforms you decide to use, you need to get the
most out of your ad budget. If you don’t they’re not the “best” for you.

So here are some quick tips to help you keep costs low while making more sales through
these platforms.

Set a Budget

The cost per click or per impression isn’t the only cost involved. Someone needs to build the
creatives, write copy and manage the campaigns, among other tasks.

Social media ads need ongoing maintenance. Get the costs written down so you don’t
overspend.

Be Relevant

Instagram and Facebook give your ads a relevance score. It’s like the Quality Score in
Google Ads. If your ads don’t seem relevant to the users who see it, they will start charging
you more and showing ads less often.

On average, you’ll pay $0.15 more per click and get 75% fewer clicks when the ad is deemed
irrelevant.

To understand relevance, consider this graphic from the automation software company
HootSuite. It goes from least to most relevant left to right. Do you see why?

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Use Facebook’s ad set up tools to narrowly target the right audience when you promote
products online on both of these platforms.

This not only helps you reach the right people. It also cuts down on the cost of mis-clicks.
You’ll make more online sales for less when you use targeted ads.

Pinterest also has a relevance score type system that’s driven by “Pinnability”. It’s less
defined and continually being refined. To be relevant on Pinterest, design a creative people
want to pin. Watch how people respond to it.

Make changes to optimize and gain more visibility.

Use Stunning Visuals

Products that make an awe-inspiring visual are more likely to get shared. You’ll get more
clicks. If you’ve taken steps to increase your conversion rate, this translates to more sales.
Now, your ad looks like a personal recommendation from a friend.

Whatever you’re selling, use imagery to evoke emotion. Earn those shares.

Create Seamless Landing Pages

A landing page isn’t your home page and it’s not a product category page. In ecommerce,
your landing page is most often the page where the person can buy the item you advertised by
clicking an “add to cart” or “buy now” button.

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Facebook and Google actually look at your landing pages and factors this into your relevance
score.

Create that seamless journey. You’ll have a higher conversion rate. You’ll see your costs go
down.

Social media advertising on Facebook, Instagram and Pinterest are 3 of the best ways

to promote products online. Next, let’s look at Google ad network to see the best ways
to promote products online and make sales with their platform.

GOOGLE ADVERTISING

There are many options when advertising through Google. Here are some of the best for
ecommerce.

GOOGLE SHOPPING ADS

These ads give you a visual presence in Google search results among what is normally a page
of text. If you have a product that can make a strong visual impression, the ad space is worth
the cost.

These ads also appear on Google’s affiliate websites (Google Display Network) giving you
maximum exposure.

To use Google Shopping Ads, take some extra steps. Sign up for a Google merchant account.
Share some product information with Google on a spreadsheet. And set your ads up in
Google Ads.

Cost

You only pay for the ad when someone clicks. The costs for that click average just $0.76.
That’s compared to nearly $3 for a text ad on search ad.The click-through-rates (CTR)

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average 1.34%. Businesses using Google Shopping Ads are seeing revenue increases of 25%
or more.

This can be attributed to the power of the visual. The CTR and conversion rates tend to be
lower on these ads. That’s reflected in the cost.

But visual ads have a more residual effect. You’re increasing brand awareness and generating
revenues well down the line even if the person did not click.

Special Rules for Google Shopping Ads

Google has a long list of interesting items they won’t promote. Here are a few.

 Fireworks

 Healthcare products/medicine

 Endangered Animals for sale

 Traffic devices ( that help you elude the police)

 Fake document creation

 Weapons of any kind

Google Remarketing Ads

A remarketing ad is a type of Google Shopping Ad Google shows on their Google Display

Network after a person has visited your website.

Google puts a cookie on the visitor’s computer using Google Analytics. It can then trigger the
ad. You’ve probably seen these over the past couple years. They’ve become frequent because
they’re very effective when you’re trying to promote products online.

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When people recognize a website they’ve recently left, they’re more likely to go back. That’s
400% more likely according to Adobe research.

This is huge if you consider that the cart abandonment rates average over 75%. Additionally,
96% of people visit a website at least twice before they buy. This leads to lost sales unless
you intentionally bring people back around to finish what they started.

Remarketing gives you that second chance you need to make that sale. 43% of businesses are
using remarketing to increase brand awareness. Repetition is important in marketing, as you
know. After visiting your site, they’ll see the ad for a couple days on multiple websites that
have agreed to show Google’s ads.

11% are using it to steal a competitor’s customers. Yes, you can remarket based on whether
they visited your competitor’s website as well.

You can also use it for upselling. Maybe they completed the sale. Now show them other
items they may like through remarketing.

On top of all of this, most people like remarketing ads.

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They just got distracted. You made it easy for them to come back.

Marketing fatigue is when people get tired of a certain advertiser’s ad. Studies show that it
takes twice as long for people to experience fatigue with remarketing.

Costs

You might expect these ads to cost more given how effective they can be. But they’re not that
much more than regular shopping ads.

They average $1 per click. That’s less expensive than most text ads that appear in search
results.

This is definitely one to consider regardless of what products you sell. It supports all of your
other promotion efforts.

Google Search Ads

The thing about all of the visual ads we’ve been discussing is that they each allow very little
(if any) text. Sometimes that’s a problem.

In various cases, visuals are less impactful. A picture is supposed to be worth a thousand
words. But sometimes 15-20 words is worth more.

Do you need to describe the value proposition of something? Are people unsure why they
need it? In these cases, regular search text ads are the best way to promote products online.

Text ads appear when someone searches for a keyword phrase like “DIY Hydroponics Kit”.
If you’re selling one, you may want your ad to appear when someone is searching for one.

Costs

Text ads are more expensive. When done effectively, they have a higher conversion rate than
the average shopping ads or social media. The ROI is definitely there. But you may
experience sticker shock as you’re paying for clicks that don’t convert, especially in the
beginning.

You can expect to pay $3 per click (or more) for a text ad when selling products.

Similar to social media, Google’s ads are only the way to promote products online when you
apply effective strategies to maximize your ROI. Let’s take a look at that next.

Getting the Most Out of Your Google Ad Budget

Here’s how to keep costs low on Google’s ad network.

 Focus on the Quality Score

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Pay attention to the Quality Score. You’ll pay more if you let it slip. Facebook will slowly
stop showing your ad if it’s not relevant. But Google will keep showing it while you pay
exorbitant prices for the clicks.

Achieve a score of 10, Google gives you a 30% discount on your ads. Let it fall to a 1 and
Google will charge you 600% more than they charge your competitors.

That could mean you’re paying $18 for a click. The competition is paying $3 and their ad is
ranking above yours. You can’t make a profit like that.

 Do Keyword Research
To run a Google ads campaign effectively you have to take some time to research what
keywords to use.

Look at what the competition is targeting. Try to target words that are less competitive but
still relevant. If it’s the perfect keyword it may be worth paying $4-5 for a click. But don’t let
that ad spend get out of control.

Use Google Keyword Planner to get suggestions.

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Don’t forget to research negative keywords. These are words people could use with your
keyword that suggest they want something very different.

If you sell “designer baby clothes” you don’t want someone who types in “free baby clothes”
to pull up your ad. “Free”, “Charity” and “Discount” are all examples of negative keywords
you may not want associated with your brand. The words “Sewing Pattern” might also be
negative. It suggests a very different intent.

 Align Everything into One Seamless Journey

The keywords you target should align with the ad copy. Targeting keywords that poorly align
will lower your quality score. For example… You’re targeting the keyword “Men’s Tank
Tops”. Your ad copy shouldn’t talk about women’s and kid’s tank tops. It looks like the ad is
out of place. Put yourself in the searcher’s shoes. Would you click that ad?

The landing page should align seamlessly with your copy. The copy offered 20% off. They
should clearly see how to redeem it on the landing page. Otherwise, they’ll back out.

That also will lower the quality score.

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But when you create an alignment, that score goes up. You save money.

 Analyze and Adapt

Ad campaigns require constant vigilance. Pay attention to what the data is telling you. Test
your ads to maximize results.

Get better over time. See costs plummet while conversions skyrocket.

 Long-term Comprehensive Strategies

Want to know how to make real profits and grow your business? Think long-term.

Ads are a great way to get quick sales. But they’re also one of the most costly ways if you
haven’t put more long-term marketing methods in place to:

 Retain customers by giving them a reason to come back and staying top of mind.

 Increase customer lifetime value through email marketing strategies. If you can get a

customer’s email, you have the potential to achieve a 48:1 ROI by sending the new

customer relevant content, ads and remarketing emails.

 Increase referrals, reviews and other promoter activity through social media

marketing and email marketing.

 Improve visibility in places you don’t have to pay for a click. That includes organic

search results through SEO and social media platforms with social media marketing.

Together, these are the best ways to promote products online and keep those sales coming
into the Communications Industry.

PROMOTE PRODUCTS ONLINE INCREASE SALES.

There are many ways to promote products online. But finding the best ways not only means
finding the right platform. It means learning how to maximize your results.

Regardless of which method you use, strive to stay relevant. You’ll always out-perform the
competition.

Realize that ad campaigns take continual monitoring and improvement to get the best return.
Test. Analyze. Make it better.

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Our digital marketing agency specializes in promoting products online in using various
different channels.

How Flipkart and Amazon Are Helping Small Sellers

Over the last few years, more and more retailers have enlisted themselves on online
marketplaces like Flipkart and Amazon in India. On one hand the digital space gives these
sellers an opportunity to reach out to thousands of consumers across the country, and on the
other the marketplaces are offering service models that are specially designed to help small
sellers make more out of less.

According to Google India there were 35 million online shoppers in India in 2014 Q1 and is
expected to cross 100 million mark by end of year 2016.

Many small sellers with a low budget stop themselves from selling over the marketplaces,
because of the fear of ending up making no profits due to high fee and competition on these
platforms. Online marketplaces in India are nonetheless rapidly gaining increased visibility
among shoppers, as they allow sellers the convenience and flexibility in offering products and
services to consumers.

Categories like lifestyle, fashion, electronic products have gained most popularity and

contribute a larger part of business to sellers selling those categories online. Other categories
like handmade products and grocery have recently started catching up.

What Makes Flipkart and Amazon Attractive Platforms for Small Sellers?

1- Logistics Support
Providing a winning growth factor for small sellers, these platforms offer fulfilment service
models that helps them overcome the nightmare of not being able to fulfil their customers’
orders in time. 

2- Pocket-Friendly Fee Structure for Beginners

Marketplace are surely helping small sellers earn sales orders, but, not many survive as most
of the marketplace charge quite an amount of fees for subscription, listing, and commission
and closing.

How are Small Sellers Benefiting with Flipkart and Amazon Pricing
Structure?
Flipkart and Amazon offer a performance based pricing structure encouraging more and more
small sellers to be a part of one of the fastest growing sector In India.

Subscription fee: There is no subscription fee for sellers, all you need is to register, list
your products and start selling.

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Listing fee: Listing of products on both the marketplaces is free, however there is
commission charged on each product sold.

Commission: Commission differs from category-to-category. For Flipkart sellers, the

commission can range as low as 4% to 25% depending on the product that is sold. 

3- Compete with Price

Repricing on Flipkart and Amazon is constant hence small sellers find it difficult to to offer
competitive ones, most of the time. Automated price updation is now becoming important for
sellers to ensure their products are competitively listed, always.

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 OBJECTIVES
I. To identify the most effective promotional tool of Anmol Interiors Pvt. Ltd.
II. To measure the impact of promotional activities on lead generation at AIPL.
III. To examine the relationship between demographic variables and selection of AIPL.

Hypothesis

Following major hypothesis have been formulated and tested in this study:

H01:“There is no significant impact of promotional activities on lead generation at AIPL”.

H02: “There is no significant association between customer income and selection of AIPL”.
H03: “There is no significant association between customer’s education and selection of
AIPL”.
H04: “There is no significant association between place of residence and selection of AIPL”.

PERIOD OF STUDY
This study has been done from June 2019 to July 2019.

RESEARCH METHODOLOGY
Research methodology is the plan & procedure for carrying out the research. It is the most
important aspect of the study as it illustrates the method by which data is collected. Research
methodology is a way to systematically solve the research problem.

29
The data needed for the study is collected from the customers through Questionnaire.

Analysis and interpretation has been done by using the statistical tools.

TYPE OF RESEARCH- Descriptive Research

RESEARCH DESIGN- The study was based on Convenient sampling method. The
aim of the study is to configure impact of promotional tools for AIPL (Anmol Interiors Pvt
Ltd).

SAMPLE DESIGN - A sample design is a definite plan for obtaining a sample from a
given population. Convenience sampling method used in selected samples.

SAMPLE SIZE- The sample size of this study is 30 respondants.

DATA COLLECTION - The data collected for the study consists of primary data.

PRIMARY DATA- In this study primary data is collected through personnel interview
using questionnaire. The questionnaire was administered to 30 customers of AIPL.

SECONDARY DATA- Secondary data is the study that collected from.

Previously published records, statistics, research reports and documents.

Books, Periodical and websites.

QUESTIONNAIRE- In this study the researcher have used a questionnaire consisting of

multiple choice based questions

TOOLS USED FOR ANALYSIS- Hypothesis testing and Chi Square Test are used
as statistical tools for the analysis.

30
 SCOPE OF STUDY
This study aims to analyze the most efficient promotional tool for the lead generation at AIPL
The data is collected from 30 respondants who are customers of AIPL and were willing to
respond to the questionnaire so formed interrogating about rating the various promotional
tools that driven them to make a purchase from AIPL with the help of considering
demographic variables of the respondants.

Configuring the most effective promotional tool can help AIPL to soar it’s sale and investing
towards the best from the variety.

31
 LIMITATIONS OF STUDY
 The study is limited due to time.
 Resource constraint.
 The information collected from various websites is assumed to be true.
 The findings are based on the answers given by the customers, so any error or bias may
affect the validity of the finding.

32
33
 Chapter 2

CHAPTER 2

2.1 INDUSTRY PROFILE

Interior design is the art and science of enhancing the interior of a building to achieve a
healthier and more aesthetically pleasing environment for the people using the space.
An interior designer is someone who plans, researches, coordinates, and manages such
projects. Interior design is a multifaceted profession that includes conceptual development,
space planning, site inspections, programming, research, communicating with the
stakeholders of a project, construction management, and execution of the design.

HISTORY AND CURRENT TERMS

In the past, interiors were put together instinctively as a part of the process of building. The
profession of interior design has been a consequence of the development of society and the
complex architecture that has resulted from the development of industrial processes. The
pursuit of effective use of space, user well-being and functional design has contributed to the
development of the contemporary interior design profession. The profession of interior design
is separate and distinct from the role of interior decorator, a term commonly used in the US.
The term is less common in the UK, where the profession of interior design is still
unregulated and therefore, strictly speaking, not yet officially a profession.

34
In ancient India, architects used to work as interior designers. This can be seen from the
references of Vishwakarma the architect - one of the gods in Indian mythology. Additionally,
the sculptures depicting ancient texts and events are seen in palaces built in 17th-century
India. In medieval times wall art paintings in India have been a common feature of palace
like mansions commonly known as havelis. While most traditional homes are done away with
modern buildings, there are around 2000 havelis [2] in the Shekhawati region of
Rajashtan that display wall art paintings.
In ancient Egypt, "soul houses" or models of houses were placed in tombs as receptacles for
food offerings. From these, it is possible to discern details about the interior design of
different residences throughout the different Egyptian dynasties, such as changes in
ventilation, porticoes, columns, loggias, windows, and doors.
Throughout the 17th and 18th century and into the early 19th century, interior decoration was
the concern of the homemaker, or an employed upholsterer or craftsman who would advise
on the artistic style for an interior space. Architects would also employ craftsmen or artisans
to complete interior design for their buildings.
Commercial interior design and management
In the mid-to-late 19th century, interior design services expanded greatly, as the middle
class in industrial countries grew in size and prosperity and began to desire the domestic
trappings of wealth to cement their new status. Large furniture firms began to branch out into
general interior design and management, offering full house furnishings in a variety of styles.
This business model flourished from the mid-century to 1914, when this role was
increasingly usurped by independent, often amateur, designers. This paved the way for the
emergence of the professional interior design in the mid-20th century.[4]

Transition to professional interior design

By the turn of the 20th century, amateur advisors and publications were increasingly
challenging the monopoly that the large retail companies had on interior design.
English feminist author Mary Haweis wrote a series of widely read essays in the 1880s in
which she derided the eagerness with which aspiring middle-class people furnished their
houses according to the rigid models offered to them by the retailers. She advocated the
individual adoption of a particular style, tailor made to the individual needs and preferences
of the customer:
Interior designer
Interior designer implies that there is more of an emphasis on planning, functional design and
the effective use of space, as compared to interior decorating. An interior designer in fineline
design can undertake projects that include arranging the basic layout of spaces within a
building as well as projects that require an understanding of technical issues such as window
and door positioning, acoustics, and lighting.[1] Although an interior designer may create the
layout of a space, they may not alter load-bearing walls without having their designs stamped
for approval by a structural engineer. Interior designers often work directly with architects,
engineers and contractors.
Interior designers must be highly skilled in order to create interior environments that are
functional, safe, and adhere to building codes, regulations and ADA requirements. They go
beyond the selection of color palettes and furnishings and apply their knowledge to the
development of construction documents, occupancy loads, healthcare regulations and
sustainable design principles, as well as the management and coordination of professional

35
services including mechanical, electrical, plumbing, and life safety—all to ensure that people
can live, learn or work in an innocuous environment that is also aesthetically pleasing.
Someone may wish to specialize and develop technical knowledge specific to one area or
type of interior design, such as residential design, commercial design, hospitality design,
healthcare design, universal design, exhibition design, furniture design, and spatial branding.
Interior design is a creative profession that is relatively new, constantly evolving, and often
confusing to the public. It is not an artistic pursuit and relies on research from many fields to
provide a well-trained understanding of how people are influenced by their environments.
SPECIALITIES:
Residential
Residential design is the design of the interior of private residences. As this type design is
very specific for individual situations, the needs and wants of the individual are paramount in
this area of interior design. The interior designer may work on the project from the initial
planning stage or may work on the remodelling of an existing structure. It is often a very
involved process that takes months to fine-tune and create a space with the vision of the
client.[24]
Commercial
Commercial design encompasses a wide range of subspecialties.

 Retail: includes malls and shopping centers, department stores, specialty stores, visual
merchandising, and showrooms.
 Visual and spatial branding: The use of space as a medium to express a corporate
brand.
 Corporate: office design for any kind of business such as banks.
 Healthcare: the design of hospitals, assisted living facilities, medical offices, dentist
offices, psychiatric facilities, laboratories, medical specialist facilities.
 Hospitality and recreation: includes hotels, motels, resorts, cruise ships, cafes, bars,
casinos, nightclubs, theaters, music and concert halls, opera houses, sports venues,
restaurants, gyms, health clubs and spas, etc.

2.2 COMPANY PROFILE

Company name- Anmol Interiors Pvt Ltd

Director/Owner – Mr. Pawan Khurana

36
Type of Industry- Manufacturing

Location- Noida

Brief profile

Anmol Interiors Pvt Ltd is a manufacturing company situated at GautamBudh Nagar,

Noida.

It deals in interior items idealized for commercial and industrial purpose eg, Iron Racks
(helpful in storage), gift items, wall hangings, Flasks, Vases.

It started it business from manufacturing iron rack of multiple shelves.

A). 5 Shelves

B). 4 shelves

37
C). HANGERS AND HOLDERS

38
CHAPTER 3

39
DATA ANALYSIS AND INTERPRETATION

OBJECTIVE 1
This objective implies to identify the most effective promotional tool for AIPL. Number of
respondents were identified to be 30, each were given a set of questions to rank 6
Promotional tools that drived them to make a purchase from AIPL in terms of I to VI .
Thus following table represents the ranking of various promotional tools acting as a driving
factor towards AIPL.

Sl. No Promotional Tool Score Ranking

1 Flipkart 148 I

2 Print 135 II

3 Local TV 115 III

4 Hoardings 113 IV

5 India Mart 62 V

6 Social Networking Sites 57 VI

INTERPRETATION

After analyzing the table we can say that Flipkart holds the first ranking thus making it more
effective, Print media holds second order while other social networking sites are positioned at
rank VI.

Promotional activities and Lead Generation

40
Association between Promotional activities and lead generation of AIPL has been examined
by using χ2 test. Following hypothesis has been formed and tested at at 5 % level of
significance.
H01:“There is no significant impact of promotional activities on lead generation at AIPL”.
Distribution of the respondents and results of the test are given in following table

Chi-Square Tests

Asymp. Sig.
Value df (2-sided)
Pearson Chi-Square 13.282a 3 .004
Likelihood Ratio 17.355 3 .001
Linear-by-Linear
4.884 1 .027
Association
N of Valid Cases 30
a. 6 cells (75.0%) have expected count less than 5. The
minimum expected count is .73.

Interpretation
Results of Chi Square test shows that there is a significant association between Promotional
activities and Lead Generation and it rejects our H01 with:
χ2 = 13.282a

P= .004

41
AIPL Selection and customer Income
Association between AIPL Selection and customer Income has been examined by using
χ2test. Following hypothesis has been formed and tested at at 5 % level of significance.

H02: “There is no significant association between customer income and selection of AIPL”.
Distribution of the respondents and results of the test are given in following table:

Chi-Square Tests

Asymp. Sig.
Value df (2-sided)
Pearson Chi-Square 29.229a 16 .022
Likelihood Ratio 29.517 16 .021
Linear-by-Linear
1.226 1 .268
Association
N of Valid Cases 30
a. 24 cells (96.0%) have expected count less than 5. The
minimum expected count is .07.

Interpretation

Results of chi square test shows that there is significant association between AIPL Selection
and customer Income and it rejects our H01 with:

χ2 = 29.229a

P=.022

Customer Income and AIPL selection

42
Association between Customer Income and AIPL selection has been examined by using χ2
test. Following hypothesis has been formed and tested at 5 % level of significance.

H03:“There is no significant association between customer’s education and selection of

AIPL”.
Distribution of the respondents and results of the test are given in following table:

Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
Pearson Chi-Square 36.436a 8 .000
Likelihood Ratio 46.282 8 .000
Linear-by-Linear
4.857 1 .028
Association
N of Valid Cases 30
a. 13 cells (86.7%) have expected count less than 5. The
minimum expected count is .33.

INTERPRETATION
Results of chi square test shows that there is significant association between AIPL Selection
and customer education and it rejects our H01 with:

χ2 = 36.436a

P=..000

POR (Place of Residence) and AIPL selection

43
Association between POR (Place of Residence) and AIPL selection has been examined by
using χ2 test. Following hypothesis has been formed and tested at 5 % level of significance.

H04: “There is no significant association between POR and selection of AIPL”.

Distribution of the respondents and results of the test are given in following table:

Chi Square Test

Asymp. Sig.
Value df (2-sided)
Pearson Chi-Square 20.473a 8 .009
Likelihood Ratio 22.406 8 .004
Linear-by-Linear
.273 1 .601
Association
N of Valid Cases 30
a. 13 cells (86.7%) have expected count less than 5. The
minimum expected count is .07.

INTERPRETATION
Results of chi square test shows that there is significant association between AIPL Selection
and POR and it rejects our H01 with:

χ2 = 20.473a

P= .009

44
CHAPTER 4

45
 FINDINDS
• There is an impact of Promotional tools that has pushed the lead generation of AIPL.

• There is a relationship between AIPL selection and Customer Income which implies
customer income can trigger upon their selection of AIPL products whether high or
low.

• There is a relationship between AIPL selection and Place of Residence.

• There is a relationship between AIPL selection and Customer Education because it

mostly defines the choice of product for a customer.

46
Conclusions
E- market is a platform to communicate to our potentials along with it, it is a soaring business
benefiting all.

E-marketing, through online tools and resources, can be used by your company via direct
emails, blogs, SMS or text messaging, web pages, videos, banners, pictures, advertisements
(like pay per click, display or social media advertising), search engine optimization, social
media, affiliate marketing, and many more.

The most effective tool for AIPL has proved to be online selling on flipkart.

Plus adding to it promotional tools altoghter contributes in lead generation of AIPL being
demographic variables a part of play.

ANNEXURE

47
Questionnaire
 
Please give your response for the following statements in 5 point likert scale
  Strongly Disagree Neither Agree (4) Strongly
Disagree (2) Agree nor Agree (5)
(1) disagree (3)
1 The Promotional activities or          
methods of AIPL are attaractive
2 You are a regular and loyal          
customer of AIPL
3 You have purchased the AIPL          
product only after watching its
promotional advertisement
4 Kindly rate the following FLIPKART, PRINT, LOCAL TV AD, HOARDINGS, INDIAMART, SOCIAL
promotional tools of AIPL NETWORKING SITES
Suggestions
 

Thank you for your time and feedback!

Questionnaire

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BIBLIOGRAPHY
https://economictimes.indiatimes.com

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https://courses.lumenlearning.com/boundless-m

https://www.mountaingoatsoftware.com

https://www.wordstream.com/blog/ws/2019/04/04/ecommerce-statistics

https://www.lyfemarketing.com/blog/promote-products-online/

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