PROJECT REPORT

ON
ANALYSIS OF MARKET STRATEGIES OF INDIAN IT
COMPANIES IN CONTEXT TO SOLITAIRE INFOSYS

In the partial fulfillment for the award of the degree of

BACHELOR OF BUSINESS ADMINISTRATION
Session: 2015-18
Submitted TO: Submitted By:
Asst.Prof: Simrat kaur Manpreet kaur
Management Deptt. Roll no: 6983
 ACKNOWLEDMENT

It is a mentor of great pleasure to present this report entitled “ANALYSIS OF MARKETING

STRATEGIES OF INDIAN IT COMPANIES IN CONTEXT TO SOLITAIRE INFOSYS”
undertaken by me as a part of my BBA curriculum
I am thankful to Punjabi university Patiala for offering me such a wonderful challenging
opportunity and I express my deepest thanks to faculties of the college and professor Simrat kaur
Head of department of Management. Whose guidance and support was available to me all the
time.
It is a pleasure that we find ourselves penning down these lines to express my sincere thanks to
the people who helped us along the way in completing our project. I find inadequate words to
express our sincere gratitude towards them. I also express our gratitude towards our training
guide Ms. Chahat Arora, for the placing complete faith and confidence in our ability to carry out
this project and for providing us his time, inspiration, encouragement, help, valuable guidance,
constructive criticism and constant interest .He took personnel interest in spite of numerous
commitments and busy schedule to help us complete this project. Without his sincere and honest
guidance of our respected project guide we would have not been able to reach the present stage .I
am also thankful to my guide a training on the subject of Analysis of marketing strategies of IT
companies in India energy management communication skills, Body language and Presentation
skill and focusing our study keeping in view the requirements of corporate sector.
I express my deep sense of gratitude to my family members and to my dear friends for the
support and encouragement during the entire course of study.

RO LL NO-6983
 CERTIFICATE

This is certified that the project “ANALYSIS OF MARKETING STRATEGIES OF INDIAN

IT COMPANIES IN CONTEXT TO SOLITAIRE INFOSYS” is a bonified work done by
Manpreet kaur Roll no. 6983 a student of Asian educational institute in a partial fulfillment of
requirement for the award of Bachelor of business administration by Punjabi University Patiala
during the academic 2015-2018.
Roll no-6983
 DECLARTION

The undersigned hereby declare that project report entitled “ANALYSIS OF MARKETING
STRATEGIES OF INDIAN IT COMPANIES IN CONTEXT TO SOLITAIRE INFOSYS”
written and submitted by Manpreet kaur to Asian Educational institute in the partial fulfillment
of the reward of BBA under the guidance of my mentor Ms.Chahat Arora, Patiala is original
work and the conclusion drawn therein is based on the material collector by mu own efforts. I
also hereby declare that, this study has not been permitted by me to publish anywhere.
Roll no: 6983
 PREFACE

In today’s world organization that fail to adjust their learning management practices and
solutions often struggle with organizational growth or productivity .As a result, leading
companies are abandoning traditional methods of leading in favor of more effective solutions -
often involving technology innovation that engages talent and improve performance .This report
highlights key trends affecting the future of enterprises learning and recommendations for
selecting the right provider .This thought made me to work on this project.
I have attempted to live up these requisites while preparing this report. Industrial training is a
part of professional courses .With the help of industrial training we can able to understand the
work undertaken in company.
Success of an organization depends largely on successful handling of marketing Training and
development is vital part of organizational work.
This project report has been prepared keeping in mind the organizational needs pertaining to the
training and development .It describes a principle of process of marketing strategies adopt in
solitaire Infosys .Which us developed, conducted, evaluated for imparting importance and
process of marketing strategies.
 INDEX
S.NO INDEX PAGE.NO.
1. INTRODUCTION TO COMPANY
2. INTRODUCTION OF THE TOPIC
3. REVIEW OF LITERATURE
4. OBJECTIVE OF STUDY
5. RESEARCH METHODOLGY
6. DATA ANALYSIS AND INTERPRETATION
7. FINDINGS AND SUGGESTIONS
8. LIMITATIONS
9. CONCLUSION
10. BIBLIOGRAPHY
11. ANNEXTURE
 CHAPATER1: INTRODUCTION TO TOPIC

INTRODUCTION to IT Industry

Information technology (IT) is the use of any computers, storage, networking and other physical
devices, infrastructure and processes to create, process, store, secure and exchange all forms of
electronic data. Typically, IT is used in the context of enterprise operations as opposed to
personal or entertainment technologies. The commercial use of IT encompasses both computer
technology and telephony. The term information technology was coined by the Harvard Business
Review, in order to make a distinction between purpose-built machines designed to perform a
limited scope of functions and general-purpose computing machines that could be programmed
for various tasks. As the IT industry evolved from the mid-20th century, it
encompassed and integrated circuits -- computing capability advanced while device cost and
energy consumption fell lower, a cycle that continues today when new technologies emerge.

IT software and hardware

IT includes several layers of physical equipment (hardware), virtualization and management or

automation tools, operating systems and applications (software) used to perform essential
functions. User devices, peripherals and software, such as laptops, smart phones or even
recording equipment, can be included in the IT domain. IT can also refer to the architectures,
methodologies and regulations governing the use and storage of data.

Business applications include databases like SQL Server, transactional systems such as real-time
order entry, email servers like Exchange, Web servers like Apache, customer relationship
management and enterprise resource planning systems. These applications execute programmed
instructions to manipulate, consolidate, disperse or otherwise affect data for a business purpose.
Computer servers run business applications. Servers interact with client users and other servers
across one or more business networks. Storage is any kind of technology that holds information
as data. Information can take any form including file data, multimedia, telephony data and Web
data, data from sensors or future formats. Storage includes volatile random access
memory (RAM) as well as non-volatile tape, hard disk and solid-state flash drives.

IT architectures have evolved to include virtualization and cloud computing, where physical
resources are abstracted and pooled in different configurations to meet application requirements.
Clouds may be distributed across locations and shared with other IT users, or contained within a
corporate data center, or some combination of both deployments.

IT education and job functions

A team of administrators and other technical staffers deploy and manage the company's IT
infrastructure and assets. IT teams depend on a wide range of specialized information and
technology skills and knowledge to support equipment, applications and activities. Third-party
contractors and IT vendor support personnel augment the IT team.

Information technology in India

Information technology in India is an industry consisting of two major components: IT services

and business process outsourcing (BPO). The sector has increased its contribution to India's GDP
from 1.2% in 1998 to 7.7% in 2017. According to NASSCOM, the sector aggregated revenues of
US$160 billion in 2017, with export revenue standing at US$99 billion and domestic revenue at
US$48 billion, growing by over 13%. USA accounts for more than 60 per cent of Indian IT
exports.

India's IT Services industry was born in Mumbai in 1967 with the establishment of the Tata
Group in partnership with Burroughs. The first software export zone, SEEPZ – the precursor to
the modern-day IT park – was established in Mumbai in 1973. More than 80 percent of the
country's software exports were from SEEPZ in the 1980s.

The Indian economy underwent major economic reforms in 1991, leading to a new era of
globalization and international economic integration, and annual economic growth of over 6%
from 1993–2002. The new administration under Atal Bihari Vajpayee (who was Prime Minister
from 1998–2004) placed the development of Information Technology among its top five
priorities and formed the Indian National Task Force on Information Technology and Software
Development.

Wolcott & Goodman (2003) report on the role of the Indian National Task Force on Information
Technology and Software Development: Within 90 days of its establishment, the Task Force
produced an extensive background report on the state of technology in India and an IT Action
Plan with 108 recommendations. The Task Force could act quickly because it built upon the
experience and frustrations of state governments, central government agencies, universities, and
the software industry. Much of what it proposed was also consistent with the thinking and
recommendations of international bodies like the World Trade Organization (WTO),
International Telecommunications Union (ITU), and World Bank. In addition, the Task Force
incorporated the experiences of Singapore and other nations, which implemented similar
programs. It was less a task of invention than of sparking action on a consensus that had already
evolved within the networking community and government.

Regulated VSAT links became visible in 1994.[8] Desai (2006) describes the steps taken to relax
regulations on linking in 1991: In 1991 the Department of Electronics broke this impasse,
creating a corporation called Software Technology Parks of India (STPI) that, being owned by
the government, could provide VSAT communications without breaching its monopoly. STPI set
up software technology parks in different cities, each of which provided satellite links to be used
by firms; the local link was a wireless radio link. In 1993 the government began to allow
individual companies their own dedicated links, which allowed work done in India to be
transmitted abroad directly. Indian firms soon convinced their American customers that a
satellite link was as reliable as a team of programmers working in the clients’ office.

Videsh Sanchar Nigam Limited (VSNL) introduced Gateway Electronic Mail Service in 1991,
the 64 kbit/s leased line service in 1992, and commercial Internet access on a visible scale in
1992. Election results were displayed via National Informatics Centre's NICNET.

"The New Telecommunications Policy, 1999" (NTP 1999) helped further liberalize India's
telecommunications sector. The Information Technology Act, 2000 created legal procedures for
electronic transactions and e-commerce.

A joint EU-India group of scholars was formed on 23 November 2001 to further promote joint
research and development. On 25 June 2002, India and the European Union agreed to bilateral
cooperation in the field of science and technology. India holds observer status at CERN, while a
joint India-EU Software Education and Development Center will be located in Bangalore.

India’s contribution toward IT

In the contemporary world economy India is the second-largest exporter of IT. Exports dominate
the Indian IT industry and constitute about 77% of the industry's total revenue. However, the
domestic market is also significant, with robust revenue growth. The industry’s share of total
Indian exports (merchandise plus services) increased from less than 4% in FY1998 to about 25%
in FY2012. The technologically-inclined services sector in India accounts for 40% of the
country's GDP and 30% of export earnings as of 2006, while employing only 25% of its
workforce, according to Sharma (2006). According to Gartner, the "Top Five Indian IT Services
Providers" are Tata Consultancy Services, Infosys, Cognizant, Wipro, and HCL Technologies.

Future of IT sector
The Indian IT market currently focuses on providing low-cost solutions in the services business
of global IT. The presence of Indian companies in the product development business of global IT
is very meager, however, this number is slowly on the rise. The other prominent trend is that IT
jobs, once confined to Bangalore, and is slowly starting to experience a geographical diffusion
into other cities like Chennai, Hyderabad and Pune. According to Google estimates, the Indian
community of developers will be the largest in the world by 2018.

New directions in research and development

Research in the industry was earlier concentrated in Programming languages like Java, but in the
recent times the research focus has changed towards technologies like Mobile computing, Cloud
computing and Software as a Service. This shift is attributed to the preference of clients for
ubiquitous computing over standalone computing.

Operational Excellence

Businesses continuously seek to improve the efficiency of their operations in order to achieve
higher profitability. Information systems and technologies are some of the most important tools
available to managers for achieving higher levels of efficiency and productivity in business
operations, especially when coupled with changes in business practices and management
behavior.

New Products, Services, and Business Models

Information systems and technologies are a major enabling tool for firms to create new products
and services, as well as entirely new business models. A business model describes how a
company produces, delivers, and sells a product or service to create wealth. As successful as
Apple Inc., Best Buy, and Wal-Mart were in their traditional brick-and-mortar existence, they
have all introduced new products, services, and business models that have made them even more
competitive and profitable.

Customer and Supplier Intimacy

When a business really knows its customers, and serves them well, the way they want to be
served, customers generally respond by returning and purchasing more. The result is increased
revenues and profits. Likewise with suppliers: The more a business engages its suppliers, the
better the suppliers can provide vital inputs. The result is a lower cost of doing business. JC
Penney is an excellent example of how the use of information systems and technologies are
extensively used to better serve suppliers and retail customers. Its information system digitally
links the supplier to each of its stores worldwide. Suppliers are able to ensure the continuous
flow of products to the stores in order to satisfy customer demands.
Improved Decision Making

Information systems and technologies have made it possible for managers to use real-time data
from the marketplace when making decisions. Previously, managers did not have access to
accurate and current data and as such relied on forecasts, best guesses, and luck. The inability to
make informed decisions resulted in increased costs and lost customers.

Competitive Advantage

Doing things better than your competitors, charging less for superior products, and responding to
customers and suppliers in real time all add up to higher sales and higher profits that your
competitors cannot match. Toyota and Wal-Mart are prime examples of how companies use
information systems and technologies to separate themselves from their competition. Toyota
worked its way to top of its industry with the help of its legendary information system. Wal-Mart
is the most efficient retail store in the industry based in large part on how well it uses its
information resources.

Survival

Firms also invest in information systems and technologies because they are necessities for doing
business. Information systems are not a luxury. In most businesses, information systems and
technology is the core to survival. Citibank was the first banking firm to introduce ATMs. In
doing so, they had a major competitive advantage over their competitors. In order to remain and
survive in the retail banking industry, other banks had no choice but to provide ATM services to
banking customers.

New federal and state statutes and regulations have resulted in giving firms no choice but to turn
to information systems and technologies in order to comply with the new requirements and
regulations.

INTRODUCTION
COMPANY PROFILE

Solitaire Infosys Private Limited (SIPL) is a global IT solutions provider company with
extensive workforce of efficient employees. They offer complete cycle of IT services in the
domains of Software Development; web-based Technologies and Internet Marketing.
Their quality as well as business-driven advent distinguishes us from conventional web design
companies. Being a pioneer website design & development company, they don’t just deliver the
job-they deliver it keeping in mind the best for other company. And this might be the reason that
brings clients back to us again and again.
SIPL Emphasis On:
The Service: They value relationships their with the consumers and they have embellished Their
selves by rendering above average service.
The Professionalism: A web Application that looks incredible conveys a professional view of y
business and would really exhibit for it.
The Technology: A website that will have good technicality, designing and developing
professional who will make the websites ranging from a simple place holder to dynamic database
driven web sites.

Mission and Vision of the company

Vision: Be with you in every step of the way from the idea creation and developing a business
model straight through to design and technology implementation.
Mission: To Endow our client qualitative and consistent Web Service.

History
Solitaire Infosys Private Limited is a Private incorporated on 06 June 2011. It is classified as
Non-govt Company and is registered at Registrar of Companies, Chandigarh. Its authorized share
capital is Rs. 900,000 and its paid up capital is Rs. 100,000.It is involved in other computer
related activities [for example maintenance of Theybsites of other firms/ creation of multimedia
presentation for other firms etc.]

Solitaire Infosys Private Limited's Annual General Meeting (AGM) was last held on 30 June
2016 and as per records from Ministry of Corporate Affairs (MCA), its balance sheet was last
filed on 31 March 2016.
Present Status
Current status of Solitaire Infosys Private Limited is - Active.
Management
Directors of Solitaire Infosys Private Limited are Jogvinder Singh and Rajesh Sharma.
Offices
India
C-110, Industrial Area Phase-VII
Mohali INDIA
Phone: +91-9876656700 +91-9872220856
Email: [email protected]
USA
24891 OTheyns Lake CIR
Lake Forest, CA
92630-2522.
Canada
SUITE 208, 3474-93
STREET NW EDMONTON ALBERTA-T6E 6A4
CANADA.
Objectives of company
They aim to push their limits and accomplish beyond the definition of success at the same time
redefining excellence with every step and endeavor they undertake. They believe in the power of
a bond that they build with them clients and the power of people that are connected by the
wonders of technology. They are driven by they beliefs and principles that have helped us touch
and impact lives of the people working with them and the people they proudly serve. They
objective are to bring together people with diverse opinions and point of views to generate new
possibilities and opportunities by turning the potential of technology into evocative solutions.

What they do:

At Solitaire Infosys, They work with enhanced and smart strategies to build and deliver the most
robust, flexible and sophisticated solutions and services for They clients. They have over time
extended them expertise to a multitude of IT services with an innovative approach to cater to and
engage with the growing and changing market trends. They high end services extend from
building their business online from a scratch with the most promising and pioneering
technologies and hands on solutions, to maintaining and upholding they business models for a
long term and ever growing revenue as well as reputation. They function while collaborating
with their clients to generate comprehensive strategies to capitalize on the cutting-edge
applications.
The wide band of their services hoists the flagship of many accolades. They serve with par
excellence in the following spheres of technology and business:

 Web Development: They ascertain to make your business visible and acknowledged on
the web through their efforts and expertise in Web development technologies which
include PHP Development. CMS Development, .Net and E-commerce Development.
Their proficient team of developers strive o provide comprehensive and resourceful web
solutions to grow your business on the web.

 Mobile Applications: With almost the whole world operating now through Smart
phones and mobile applications, if people believe Mobile application is the next step to
 bring your business to your targeted customers then they have to turn their beliefs into
reality. Being an innovation-driven family of bright minds, we seek and deliver reliable
and out-of-the-box ideas for robust and new age mobile applications. Their flexible
mobile application technologies include Unity 3D gaming Apps, Cross-platform Mobile
Development using Phone Gap along with the native Android, I Phone and Windows
Mobile Applications.

 Digital Marketing: When business goes digital and online then the need to market it
and sell services and products online is a major concern which requires unique and cost
effective solutions. Their Digital Marketing services assure an amplified and
unparalleled success rate for your business online. Using the most creative ideologies
and technologies to present business in Digital Media Ecosystems. They promote and
enhance branding strategies through streamlined content generation and its seamless
distribution on multiple media channels. Their customized Digital Marketing solutions
include:
o Search Engine Optimization, SEO
o Social Media Optimization, SMO
o Pay per Click, PPC
o Email Marketing
 Maintenance: They not only build and develop but they assure sustainability of systems.
They leverage their clients to enjoy a solo maintenance account to avoid the frustration
and hassle of handling costly and nerve wrecking crash downs and problems. Solitaire
provides the best possible maintenance solutions using excellent maintenance tools to
update enhance and repair your digital accounts and websites. They offer a host of
maintenance services including:
o ERP Maintenance
o CMS Maintenance
o App Maintenance
o Web Maintenance
 Services and Products:
 At Solitaire, their strategy to create new markets and market trends with their innovative
approach, engagements and high-end services, they help their clients to adapt the fast-
moving market trends and to make them the market leaders. They operate with a philosophy
of partnering with the client to maximize and enhance their applications ROI. This leverages
their product engineering heritage to build cutting-edge applications for matching with
customer’s changing business requirements.

 DIGITAL MARKETING SERVICES

Their digital marketing services are amplified by their unparalleled expertise in technology and
a précised vision on customization and creativity. Slinfy Online marketing services are
extendible to marketers and agencies to create intelligent digital media ecosystems, develop
brand awareness and streamline content development and distribution across multiple digital
channels. Thus, these services help enterprises gain a lasting competitive advantage with the
creation of smart and flexible digital marketing ecosystems.

SMO:
Most of the individuals spend a considerable time on social media websites for various
purposes. If people are not making the optimal use of such a social media website for the
promotion of their product or service, then they are providing the path to their competitors to
come and strike the conversation with the individuals who could have been once their
customer

SEO:
SEO is optimizing your business’s online presence to appear in online search results for city or
globally. Search engines focus on rewarding those websites that offer people the excellent user
experiences and valuable content.
Their SEO techniques are not only effective, but also meaningful. They focus on creating
websites like visiting and search engines like seeing, because your business is unique & it has
unique goals, customers, and needs. That’s why they offer customized solutions to fit the needs
of their business and budget.
EMAIL MARKETING
With the best in email marketing tools to monitor advanced statistical ratios, response indicators
and other key indicators, we make your campaign simply successful. By industry best practices,
they are sure to get maximum delivery to your pre targeted customers inbox, Round-the-clock
monitoring is worked out to make sure people email reaches thier customer’s inbox i.e.
destination.

PPC:
A quickest and most controllable way to get website to the top of the search results is the key
you want when people are looking for your type of business online. They make it easier to
minimize botheration and market their business on several web pages and because pay per click,
it is easy to control budget and return on investment for your campaign.

Products
 Campus edge:
Solitaire Infosys Inc, a leading IT firm has invented a solution “Campus Edge” which helps
educational institutions to collect all the data automatically. This Software is specially designed
to meet all the data management requirements of educational institutions. Campus Edge is
carefully crafted to reduce the manual efforts of institution to maintain and store daily data of
students & staff members.
Campus Edge Software has following modules:

E-Enquiry Manager

E-Admission Manager

E-Fee Manager

E-Accountant Manager
 E-Inventory Manager

E-Planner Manager

E- Attendance Manager

E- HR Manager

E- Payroll Manager

E- Library Manager

E- Examination Manager

E- Cyber Manager

E- Location Manger

 The twitt
The Twitt is an aspiring media and publishing website that defines this generation of Gadgets
and Gizmos. The Twit aims to introduce you to the most eclectic and newest technologies. They
serve to be your one stop platform to stay informed, enthused and gripped by the marvels of
Technology. Find the most exquisite information on the most avant-garde topics. Voice your
ideas and opinions and join the Digital Revolution.
 Pin goo adventure:
Pin goo adventure is a game from all groups which is entertaining and rich graphics with a
wonderful gaming experience.
Clients
NAME LOGO
44 AUTO SALES

DUNGO BOOK
BEXORD

CARRIER VIEW

ONE MARKET

SILVER FERN

PUBLZT

ASA PROPERTY SERVICES

ACTIVE LIFE CENTER

CAR SHARE

PAINT PERFECTION

SCARECROW

CONSUMER CREDIT REPORTING

COMPANY

CREW BEAN

VIDCRUSH
SBK

MAX MSG

EXPERT PLUMBING &ROOTER.INC.

X CHANGE
Technologies they use
Role in Education
At Solitaire Infosys They believe to work and strive to make the world a better place by putting
in efforts in every little and major way possible. To achieve those societal goals at large they
conceived a dream to propagate and inculcate knowledge offering the best level of educational
programs to the aspiring youth of nation. With a vision to attain global success they believe and
work hard to reach the heights of success with pioneering and brilliant young ideas with the
potential to bring in the wave of change and advancement. With this secular belief they have
extended they footing into the sphere of education to deliver high quality and substantial
educational and skill enhancement programs for the young entrepreneurs and innovators. At
Solitaire Infosys They value the learning process and so They have been delivering renewed
learning experiences in reputed Educational institutes all across northern India.

The value of Learning Process

Today, with every process going digital the learning process too has advanced and reached new
limits with online study and certification programs providing customized learning solutions.
They as a Professional training center prepare candidates for the corporate society and work
environments to achieve personal as well as organizational goals. They offer unique learning
process which is valued by for their comprehensive approach and relevance to the real world
statistics. They aim and work hard to deliver knowledge at its best in order to encourage
individual skill set that helps the candidate to capitalize technology through the learning process.

Transformed Learning Process

At Solitaire, They provide renewed and transformed learning process through effective
utilization of digital work environments which enhance the learning process through content and
virtual strategies. They let the candidates experience a healthy corporate ecosystem for learning
the relative functionalities of the subject opted for certification. Working on diverse range of
technologies they offer the aspiring candidates a vital opportunity to inculcate and develop an
aptitude for the technologies.
They train and prepare candidates for competent profiles using the most robust and accurate
strategies to assess and evaluate the progress of candidates throughout the propagation of the
respective skill development program.
Enhanced Learning on New System
With the best systems and technologies to be offered for on hands accessibility they promise
enhanced learning opportunities on new systems and technologies which are effectively
embedded in the skill set of the candidates. They programs are intuitively designed to e
encourage collaboration between candidates, instructors as well as the administrators for a
resourceful learning experience. Social learning experiences are best carried out virtual
classrooms and cloud data sharing environments. They assure an enriching learning experience
by offering immediate access to data and content repositories which are cloud-hosted to ensure
simultaneous adoption by several sources.
 INTRODUCTION TO TOPIC

MARKETING STRATEGY

Marketing strategy is a long-term, forward-looking approach to planning with the fundamental

goal achieving a sustainable competitive advantage. Strategic planning involves an analysis of
the company's strategic initial situation prior to the formulation, evaluation and selection of
market-oriented competitive position that contributes to the company's goals and marketing
objectives Strategic marketing, as a distinct field of study emerged in the 1970s, and built on
strategic management that preceded it. Marketing strategy highlights the role of marketing as a
link between the organization and its customers.At its most basic level, strategic marketing
addresses three deceptively simple questions: (1) Where are we now? (2) Where are we going?
And (3) how are we going to get there? In attempting to answer these questions, strategic
planners require sophisticated skills in both research and analysis. An organization's strategy that
combines all of its marketing goals into one comprehensive plan. A good marketing strategy
should be drawn from market research and focus on the right product mix in order to achieve the
maximum profit potential and sustain the business.

Marketing strategy is used by different companies to collaborate with their consumers. It is also
employed to aware the customers about the features, specifications and benefits of company’s
products. It is basically focused on encouraging target population to buy those specific products
and services. The marketing strategies might be totally innovative or they can be previously tried
Effective marketing strategies help to get ahead in the competition.

Need and Importance

 The progress of a country's is to a great extent is measured by its industrial development. To

be a strong power in the world, a country needs to be industrially advanced too. Although
agriculture has its own importance and provides the basic necessities of life, but it alone
cannot take a country forward.
 Even to modernize and improve agriculture, industrialization is necessary. The modern
equipment that is used by farmers is produced by industries. Industries in India contribute to
more than half of the national income; items of daily use like toothpaste, soaps, processed
foods, medicines, etc. are manufactured by industries. The population of India is so large that
we need many such industries to produce enough material so that things are available in
plenty and at reasonable prices.
 Goods can be exported after they are manufactured in various industries. If quality is
maintained by the manufacturers, the reputation of Indian industries would be high. Goods
should be highly sophisticated so that they capture world market.
 To survive in the world, every country needs to be noticed and respected for what it produces
and contributes to the world market. Cars and electronics manufactured in Japan have created
uproar in the world. Their high quality is greatly applauded and Japan has almost become a
super power in the world because of its advanced industrial development.
 Industries also serve a country in times of war. In this nuclear age, unless a country has war-
based industries, it cannot survive in the world.
 The only thing that has to be looked after is the pollution that results from industrialization.
The government must also keep this in mind, and we as citizens of India too must guard
against polluting our air to dangerous limits.

Challenges

 The impact of robotics and artificial intelligence. There was a lot of discussion around the
impact robots and AI will have on jobs as more companies adopt automated business
solutions. Participants felt that a healthy degree of fear was actually a good thing; that fear
should be channeled toward the creation of good policy around the application of robotic
technology and artificial intelligence. The optimal state is one in which robots are employed
to do the jobs that take the most toll on human well-being and AI is used to complement
human ingenuity, thereby creating a better working environment for all. According to
Michael Dell, CEO of Dell Technologies, 80% of companies believe that effectively using
robotics and AI is crucial to the future of business.
 Cyber security. According to a 2016 study by Gigamon, 97% of all companies have been
breached to some degree or another, and it takes an average of 120 days to detect a breach. In
addition, the number of attack vectors (e.g., network, data, endpoint etc.) continues to grow,
creating more entry points to secure. Companies are laser-focused on establishing the right
network of partners and vendors, and speeding up detection and resolution time for a security
breach.
 Maintaining innovation. Today’s companies are continually advancing beyond their own
boundaries and, in many cases, disrupting themselves. The idea of “disrupting from within”
rather than facing disruption from newcomers was discussed, and a central theme that
emerged was the benefits of innovative leaders at big companies partnering with cutting-edge
startups. My colleague Tom Farley recently posted about this idea in his blog Financial
Services & The Tech Revolution. There is incredible potential for established companies and
young startups to come together to foster entrepreneurship, leverage new technologies, and
spur internal disruption.
 Diversity. Leaders should encourage diversity across their teams, promote open conversation
and set the expectation for inclusive collaboration across the company. For example, one
issue discussed was female leadership. Today, roughly 7% of Fortune 1000 companies are
led by female CEOs. Tech leaders of both genders point out that this is an issue man and
women play an equal role in solving. While this is clearly an area where more work must be
 done, I’m encouraged by the number of female-led companies we have in the pipeline at the
NYSE.
 The transition from private to public. For companies looking to access the growth
opportunities capital markets provide by conducting an IPO, there’s a renewed focus on what
comes after the initial public offering. While there are many steps in the IPO process,
including building the public company executive team, building an accurate forecast of
future performance, and setting realistic valuation expectations alongside a clear strategic
roadmap, it is not an endpoint – it’s just the beginning.

Types of Marketing Strategies

Marketing strategies are used by businesses to promote their products and services. Let’s have a
look at the proper definition.

Points to ponder for marketing: There are different types of marketing strategies available. You
have to pick one as per your business requirement. Before choosing the right marketing strategy
for your business, consider following points.

1. Define the target population

Defining target population is main and necessary step in choosing your marketing strategy. It
gives the proper demographics which help in selecting the most appropriate marketing plan for
your business.

2. Test your audience

Create a hypothetical process of buying to test your audience. Once you know the buying
behavior of your target audience, you can select more appropriate marketing strategy.

3. Consider marketing strategies

Once you know the demographics; their knowledge, attitudes and behaviors. You can select
more appropriate marketing strategy.

4. Evaluate those strategies

Once you have considered the marketing strategies and found the applicable ones. Asses them,
apply them and evaluate them. This process must be for testing purposes and the most suitable
and productive strategy must be applied.

Types of marketing strategies

There are different types of marketing strategies available. Picking up a marketing strategy
includes analyzing the needs of your business, your target audience and specifications of your
products.
The two main types of marketing strategy are:

 1. Business to business (B2B) marketing

 2. Business to consumer (B2C) marketing

The most common form of marketing is business to consumer (B2C) marketing. Let’s explore a
bit more.

1. Paid advertising

This includes multiple approaches for marketing. It includes traditional approaches like TVCs
and print media advertising. Also, one of the most well-known marketing approaches is internet
marketing. It includes various methods like PPC (Pay per click) and paid advertising.

2. Cause marketing

Cause marketing links the services and products of a company to a social cause or issue. It is also
well known as cause related marketing.

3. Relationship marketing

This type of marketing is basically focused on customer building. Enhancing existing

relationships with customers and improving customer loyalty.

4. Undercover marketing

This type of marketing strategy focuses on marketing the product while customers remain
unaware of the marketing strategy. It is also known as stealth marketing.

5. Word of mouth

It totally relies on what impression you leave on people. It is traditionally the most important
type of marketing strategy. Being heard is important in business world. When you give quality
services to customers, it is likely that they’d promote you.

6. Internet marketing

It is also known as cloud marketing. It usually happens over the internet. All the marketing items
are shared on the internet and promoted on various platforms via multiple approaches.
7. Transactional marketing

A sale is particularly the most challenging work. Even for the largest retailers, selling is always
tough especially when there are high volume targets. However with the new marketing
strategies, selling isn’t as difficult as it was. In transactional marketing the retailers encourage
customers to buy with shopping coupons, discounts and huge events. It enhances the chances of
sales and motivates the target audience to buy the promoted products.

8. Diversity marketing

It caters diverse audience by customizing and integrating different marketing strategies. It covers
different aspects like cultural, beliefs, attitudes, views and other specific needs.

Final Word

Marketing strategies have made it much easier to promote products and services. They also limit
the strategy to target audience ensuring the proper advancement of the business.

Marketing and sales are both aimed at increasing revenue. They are so closely intertwined that
people often don’t realize the difference between the two. Indeed, in small organizations, the
same people typically perform both sales and marketing tasks. Nevertheless, marketing is
different from sales and as the organization grows, the roles and responsibilities become more
specialized.

Marketing Mix

A marketing mix usually refers to E. Jerome McCarthy's four P classifications for developing an
effective marketing strategy: product, price, placement, or distribution, and promotion. When it
is a consumer-centric marketing mix, it is extended to include three more Ps: people, process and
physical evidence, and three Cs: cost, consumer and competitor. Depending on the industry and
the target of the marketing plan, marketing managers may take various approaches to each of the
four Ps.

The term "marketing mix," was first coined by Neil Borden, the president of the American
Marketing Association in 1953. It is still used in 2016 to make important decisions that lead to
the execution of a marketing plan. A marketing mix helps an organization make strategic
decisions when launching a new or existing product. The various approaches have evolved over
time, especially with the increased use of technology.
Expanding the Four Ps of the Marketing Mix

Although the four Ps can be examined independently, in practice they are often dependent on
each other.

Product refers to the item to be sold. What product is going to be sold? What features
differentiate the product from competitor products? Are there associated products that can be
marketed with the initial product?

Price refers to the sale price of the product. Consider factors such as the cost price of the product,
marketing expenses and distribution costs. Determine if these costs are likely to be fixed or
variable when calculating an appropriate price. Price can also be used to position the product in
respect to perceived quality.

Place or distribution refers to where the product is going to be sold. Consideration needs to be
given to the type of product being sold when determining where it is to be distributed, as it
impacts the positioning of the product. Basic consumer products are often made readily
available. Premium consumer products are typically only made available in select stores. Is the
product better suited to be sold at a brick-and-mortar store or online?

Promotion refers to the collective marketing communications campaign used to sell the product,
often called the promotional mix. Promotional activity includes advertising, sales promotion,
personal selling and public relations. Promotions are typically reliant on product and price and
place. Key consideration needs to be given to the budget assigned to the marketing mix, the stage
of the product's life cycle and how the promotion can be utilized to position the product.

Marketing Mix, a term coined by Neil Borden, are the ingredients that combine to capture and
promote a brand or product’s unique selling points, those that differentiate it from its
competitors. The ideas behind Borden’s model were refined over the years until E. Jerome
McCarthy reduced them to 4 elements called “The Four Ps.” This proposed classification has
been used by marketing companies, branding agencies and web design companies throughout the
world.

The Four Ps Model

 Product – The first of the Four Ps of marketing is product. A product can be either a
tangible good or an intangible service that fulfills a need or want of consumers. Whether
you sell custom pallets and wood products or provide luxury accommodations, it’s
imperative that you have a clear grasp of exactly what your product is and what makes it
unique before you can successfully market it.
  Price – Once a concrete understanding of the product offering is established we can start
making some pricing decisions. Price determinations will impact profit margins, supply,
demand and marketing strategy. Similar (in concept) products and brands may need to be
positioned differently based on varying price points, while price elasticity considerations
may influence our next two Ps.
 Promotion – We’ve got a product and a price now it’s time to promote it. Promotion
looks at the many ways marketing agencies disseminate relevant product information to
consumers and differentiate a particular product or service. Promotion includes elements
like: advertising, public relations, social media marketing, email marketing, search engine
marketing, video marketing and more. Each touch point must be supported by a well
positioned brand to truly maximize return on investment.
 Place – Often you will hear marketers saying that marketing is about putting the right
product, at the right price, at the right place, at the right time. It’s critical then, to evaluate
what the ideal locations are to convert potential clients into actual clients. Today, even in
situations where the actual transaction doesn’t happen on the web, the initial place
potential clients are engaged and converted is online.

How to Use the Four Ps of Marketing?

We have developed a dedicated marketing process often used with our Cleveland web design and
marketing clients. As a part of this process, we incorporate the four Ps through a series of
questions designed to help define each brand’s marketing mix. Here are just a few of the
questions we use:

 What do consumers want from your product or service?

 How does your product meet those needs?
 Where do potential buyers look for your particular product or service?
 How do you differentiate from your competitors?
 What is the perceived value of your product or service?
 What current interactions do you have with potential clients?

Of course the list we use is more complete, but we hope the few questions listed above can give
you a good starting point in understanding the four Ps.

Final Words

We hope this quick overview of the 4 Ps of marketing provides some insight into a critical aspect
of successfully taking a product or service to market. Clearly defining product, price, place and
time must all be considered when developing a marketing strategy for any product or brand.
Whether dealing with a startup or an established business, balancing these four elements is
critical to marketers working hard to position a particular product or brand in the marketplace.
The importance of marketing in organizations

Most of the entrepreneurs are worried about the bureaucratic management in the organizations,
forgetting to reserve part of the budget to generate new businesses.

Entrepreneurs start their companies concerned with the creation of the right type of business.
And after that they start taking care of the accounting, managing employees, serving customers,
but disregard one of the main things marketing.

For many entrepreneurs, marketing is usually not considered important. And this is the biggest
problem since we live in a globalised world and increasingly have to deal with extremely
strategic and eager competitors willing to steal your market.

Marketing should not be seen only as the commercial channel of the company that is just there to
sell a product, right? Marketing is an important piece for the management of internal and
external communications, for supporting the creation of tools to improve customer satisfaction,
to create/maintain the company's image and its brands in channels such as social networks,
blogs, and more in order to ensure a good reputation and recognition to avoid losing current and
potential customers.

Another very important task in marketing is its alliance with the commercial department, because
it is through marketing that we define actions to generate new sales, leads or contracts for a
company.
People working in the marketing department of a company needs access to important
information - the profit margin of the products, clear definition of the advantages and features of
the product, resources that can be reallocated in monthly campaigns in order to develop a long
term planning, know where competitors are and where they go, understand how it is done after-
sales service, in addition to at least some monthly resource for developing communication
actions. And all this is communicated in the simplest way possible for all company’s
stakeholders.
The role of marketing in business is:

1. Manager and changes architect

 Supporting in the redefinition of the strategic guidelines of the company according to

market changes over time, always thinking of the internal and external customers;

2. Communication facilitator

 Set an example;
 Provide the right tools at the right time;
 “Explain” the company for those that are not familiar with it, be clear! Why? Often, and
especially in more "technical" companies, people tend to explain everything in a very
extensively, and very complicated way, not helping the general public to understand what
they want to communicate;
 Defend the quality of the company’s products/services (how to improve a product, how to
improve customer service, how to give more support to strategic partners, among others);

3. Company’s image administrator

 The company's image is very important! It is the soul of the business. The transmission of
trust that is generated is given by the brand. The company's image is very important for
its survival, so all that is passed out have to be very well defined and felt by everyone
within the company.

The marketer/communication responsible has to have the ability to know the essence of the
company, able to communicate their added value for customers/potential customers and
maintain its good image.

Why Is Marketing Strategy Important?

A marketing strategy helps a company effectively use its resources to deliver a sales message to
a target audience. A marketing strategy takes time and market research information to create.
Understanding why a marketing strategy is important will help you to justify the time and
financial resources required to create one.
The Marketing Strategy Process

Having a strong marketing strategy process in place helps to ensure that your marketing activities
remain aligned with your business goals, maximizing the business return from your marketing
efforts.

The picture shows the process for developing and aligning marketing strategy.

These are the steps you should follow to create and execute a winning marketing strategy.
It is important to briefly review each step in turn:

1. Understand Your Customer Develop a clear picture of your target customer using
market research and analysis. Understand their pain points and the benefits of your
solution.
2. Analyze the Market Some basic market research should allow you to find market data
such as total available market, market growth (historical numbers and projections),
market trends, etc.
3. Analyze the Competition Ask yourself what other choices your target customers have to
solve their pain point. Research and assess the strengths and weaknesses of each. Take a
look at this article for more info on competitive marketing strategy.
4. Research Distribution Channels What is the best way to deliver your product or service
to your target customers? This will impact your sales strategy and your financials, as well
as your marketing mix.
5. Define Your Marketing Mix Check out this article about defining your marketing mix:
Product, Price, Place and Promotion.
6. Analyze the Financials Put together your marketing budget and evaluate projected
marketing ROI, customer acquisition costs, etc.
7. Review and Revise Continuously evaluate the effectiveness of your marketing strategy,
and revise or extend as needed
INTRODUCTION OF DIGITAL MARKETING

Digital Marketing

Digital marketing can be defined as the process of promoting of brands using digital
distribution channels comprising internet, mobile and other interactive channels. The basic
advantage in this form of advertising lies in its low cost model Digital Marketing can be
classified into Pull and Push marketing.
Pull digital marketing technologies involve the user having to seek out and directly grab (or
pull) the content via web searches. Web site/blogs and streaming media (audio and video) are
good examples of this. In each of these examples, users have a specific link (URL) to view the
content.
Push digital marketing technologies involve both the marketer (creator of the message) as
well as the recipients (the user). Email, SMS, RSS are examples of push digital marketing.
In each of these examples, the marketer has to send (push) the messages to the users
(subscribers) in order for the message to be received.

Web Site Designing

Solitaire Infosys through its tie up venture www.hanuinfo.com offers a complete package of
affordable website design and ecommerce web development. From the initial process of taking
inputs from clients, planning on the basis of such inputs to final implementation and testing –
all are done using latest web designing techniques and skills. Our services have the advantage
of offering clarity in its design style, which is backed up with an easy and free flowing content
and latest technical know-how. Not only we provide affordable web site design and
ecommerce web development services but also search engine friendly designs. Our Service
Includes

• Website Design
• Website Redesign
• Shopping Cart Web Design
• Detailed and Advanced Page Layout
• Custom Logo Design
• Banner Ads
• Custom Graphics Design using advanced design tools.
The Importance of Digital Marketing

The heart of your business success lies in its marketing. Most aspects of your business depend on
successful marketing. The overall marketing umbrella covers advertising, public relations,
promotions and sales. Marketing is a process by which a product or service is introduced and
promoted to potential customers. Without marketing, your business may offer the best products
or services in your industry, but none of your potential customers would know about it. Without
marketing, sales may crash and companies may have to close.

 Getting Word Out:

For a business to succeed, the product or service it provides must be known to potential buyers.
Unless your business is known in the community and have communication with your customers
readily available, you have to use marketing strategies to create product or service awareness.
Without marketing, your potential customers may never be aware of your business offerings and
your business may not be given the opportunity to progress and succeed. Using marketing to
promote your product, service and company provides your business with a chance of being
discovered by prospective customers.

 Higher Sales:

Once your product, service or company gets on the radar screen of your prospects, it increases
your chances that consumers will make a purchase. As awareness becomes a reality, it is also the
point where new customers start to spread the word, telling friends and family about this
amazing new product they discovered. Your sales will steadily increase as the word spreads.
Without employing marketing strategies, these sales may not have ever happened; without sales,
a company cannot succeed.

 Company Reputation:

The success of a company often rests on a solid reputation. Marketing builds brand name
recognition or product recall with a company. When a company reaches the high expectations of
the public, its reputation stands on firmer ground. As your reputation grows, the business
expands and sales increase. The reputation of your company is built through active participation
in community programs, effective communication--externally and internally--and quality
products or services, which are created or supported by marketing efforts.
  Marketing Helps in Transfer, Exchange and Movement of Goods:

Marketing is very helpful in transfer, exchange and movement of goods. Goods and services are
made available to customers through various intermediaries’ viz., wholesalers and retailers etc.
Marketing is helpful to both producers and consumers.

 In Raising and Maintaining the Standard Of Living Of The Community:

Marketing is above all the giving of a standard of living to the community. By making available
the uninterrupted supply of goods and services to consumers at a reasonable price, marketing has
played an important role in raising and maintaining living standards of the community.
Community comprises of three classes of people i.e., rich, middle and poor. Everything which is
used by these different classes of people is supplied by marketing.

 Creates Employment:

Marketing is complex mechanism involving many people in one form or the other. The major
marketing functions are buying, selling, financing, transport, warehousing, risk bearing and
standardization, etc. In each such function different activities are performed by a large number of
individuals and bodies.

Thus, marketing gives employment to many people. It is estimated that about 40% of total
population is directly or indirectly dependent upon marketing. In the modern era of large scale
production and industrialization, role of marketing has widened.

 Source of Income and Revenue:

The performance of marketing function is all important, because it is the only way through which
the concern could generate revenue or income and bring in profits. Marketing does provide many
opportunities to earn profits in the process of buying and selling the goods, by creating time,
place and possession utilities. This income and profit are reinvested in the concern, thereby
earning more profits in future. Marketing should be given the greatest importance, since the very
survival of the firm depends on the effectiveness of the marketing function.

 Marketing Acts as a Basis for Making Decisions:

A businessman is confronted with many problems in the form of what, how, when, how much
and for whom to produce? In the past problems was less on account of local markets. There was
a direct link between producer and consumer. In modern times marketing has become a very
complex and tedious task. Marketing has emerged as new specialized activity along with
production. As a result, producers are depending largely on the mechanism of marketing, to
decide what to produce and sell. With the help of marketing techniques a producer can regulate
his production accordingly.

 Marketing Acts as a Source of New Ideas:

The concept of marketing is a dynamic concept. It has changed altogether with the passage of
time. Such changes have far reaching effects on production and distribution. With the rapid
change in tastes and preference of people, marketing has to come up with the same. Marketing as
an instrument of measurement, gives scope for understanding this new demand pattern and
thereby produce and make available the goods accordingly.

 In Development of an Economy:

The marketing organization, more scientifically organized, makes the economy strong and stable,
the lesser the stress on the marketing function, the weaker will be the economy.

Difference between Marketing and sales

Marketing Sales

Definition Marketing is the systematic planning, 1) A sale a transaction between two

implementation and control of business parties where the buyer receives goods
activities to bring together buyers and (tangible or intangible), services and/or
sellers. assets in exchange for money.

2) An agreement between a buyer and

seller on the price of a security.

Approach Broader range of activities to sell Make customer demand match the
product/service, client relationship etc.; products the company currently offers.
determine future needs and has a
strategy in place to meet those needs
for the long term relationship.

Focus Overall picture to promote, distribute, Fulfill sales volume objectives

price products/services; fulfill
customer's wants and needs through
products and/or services the company
can offer.

Process Analysis of market, distribution Usually one to one

 channels, competitive products and
services; Pricing strategies; Sales
tracking and market share analysis;
Budget

Scope Market research; Advertising; Sales; Once a product has been created for a
Public relations; Customer service and customer need, persuade the customer to
satisfaction. purchase the product to fulfill her needs.

Horizon Longer term Short term

Strategy Pull Push

Priority Marketing shows how to reach to the Selling is the ultimate result of marketing.
Customers and build long lasting
relationship

Identity Marketing targets the construction of a Sales are the strategy of meeting needs in
brand identity so that it becomes easily an opportunistic, individual method,
associated with need fulfillment. driven by human interaction. There's no
premise of brand identity, longevity or
continuity. It's simply the ability to meet a
need at the right time.

Strategies in digital marketing:

Two basic digital marketing strategies used by current and potential customers. These two
types of digital marketing are called the “Push” and the “Pull.” Their methodology for
providing information to customers works as follows:

Pull digital marketing – the customer seeks information about products and/or services by
visiting the company’s sources f information searching for the specific product or service
information.

They are basically requesting to view this specific content. These are typically located in
websites, blogs, streaming audio and video sources. Customers have found related information
on other websites or been directed to the company’s sources by a referring website to find the
information.
Push digital marketing – customers are provided information by receiving or viewing
advertisements digitally, such as: SMS, RSS, cell phone calls, etc., as subscribers of the
latest product and service information provided by the company.

Both have their advantages and disadvantages. For example:

Pull advantages – no restrictions on file size, no opt-in requirements, and low
technology requirements for the company.
Pull disadvantages – marketing required, little tracking of visitors, and no
personalization to keep the visitors coming back.
Push advantages – personalization of messages, high conversation rate, and detailed
tracking of customer choices.
Push disadvantages – requires Can Spam Act 2003 compliance, most customers must
opt-in, can be blocked, simply opt-out, and requires delivery technology
Tools or channels for Digital Marketing strategies

1. Social Networks (Face book, Twitter, MySpace, Delicious)

When you social network, you can prescreen potential customers. You learn what your
prospects like and what they don’t. That personal relationship you gain when you connect
with your potential customer is more valuable than what you would get had you advertised.

The Most Important Features that attracts the most in Social Networks are a Profile , A
Profile Image, Instant Chatting with friends and people in the Network, scalability to add
and interact with like-minded people, Groups discussion etc.

Social Networks like face book, twitter, MySpace, Delicious, technorati etc has become
the most important social Networks that once should explore with great Interest. The Most
Important part of Social Network Marketing is that they allow a lot more space and
functionality to market a person, product or services to greater depth.

2. Article Marketing

Article Marketing has become one of the most essential tools of online Marketing. Article
marketing is a type of advertising in which businesses write short articles related to their
respective industry.

With the rise of internet marketing, article marketing has subsequently moved up on the
ladder and made a move to the online world as well.

As in traditional forms of media, online article marketing has served the dual role of
providing publishers with what amounts to free content, and advertisers with similarly free
advertising.

3. Blog

Blogging evolved to be as the most important tool of digital Marketing over the Internet
which gives a target Audience.
A blog or weblog is an online diary of events arranged in reverse chronological order. The
author of a blog is known as a blogger and writing or maintaining a blog is referred to as
blogging. An individual entry or article is called a post and is available in the form of a
blog page for the public to read. A blog may have a commentary box for readers to leave
comments or opinions. These comments act as stimulus for further conversations.
4. RSS:
RSS is a new Face of Online Marketing/ Digital Marketing. RSS emerged as a creative idea
to share the Internet Information with its freshness as Information on internet became huge to
search and distribute. RSS (“Really Simple Syndication” or “Rich Site Summery”), is widely
used to deliver content to your website users without any restriction. Using RSS for result
oriented marketing can help you integrate your website with your other marketing initiatives,
develop winning strategies to drive targeted users to your site and in the process increase
overall traffic and sales.
5. Online Brand Monitoring
The internet provides an opportunity for your customers and potential customers to talk
freely about your business, your services, your brands and your products through the
proliferation of blogs, forums, chat rooms, community, groups, discussion, and news sites.
These tools are specifically used to monitor a brand and it’s maintaining its reputation on the
internet. Online Brand Monitoring has really become a key ingredient in Online Marketing
Strategies.

6. SEO
Search Engine Optimization (SEO) is the process of increasing the traffic of visitors to the
website from search engines via organic means using different algorithms via natural or un-
paid ways. Most Popular SEO platforms are Google and Yahoo Search Engines. People
perform various strategies to appear on the front pages of theses search engines which are
widely used by customers all over the world. Typically, the earlier (or higher) a site appears
in the search results list, the more visitors it will receive from the search engine. SEO may
target different kinds of search, including image search, local search, video search and
industry-specific vertical search engines. This gives a web site web presence.

7. PPC
Pay per click (PPC) is an Internet advertising model used on websites for Advertisement, in
which advertisers pay their host only when their ad is clicked. With search engines like
Google and Yahoo, advertisers typically bid on keyword phrases relevant to their target
market.

8. E-mail

With the high use of internet worldwide, e-mail marketing has become the easiest way to
promote your business worldwide. It is considered as the most quickest and reliable way of
promoting a business Worldwide. Email Marketing is the most cheapest and efficient way to
promote products & Service.
 9. Website
A website is the best place to put the Information about a business and could be easily available
all the time when a user can access internet. Website has become the virtual office of a business
over the internet and has become must to have if you want to survive in the hard-shell
completive business world. People are spending huge Investment for the design, development,
updating and promotion of a website. A highly Interactive, Informative and user centric Website
is in heavy demand.
10. Banner Ads
When Internet Marketing Started and was in infancy, Banner marketing evolved like a major
player on the internet. Banner Advertisement proved to be really popular task in Digital
Marketing as they allowed campaigns to be planned, evaluated, within a matter of days instead
of weeks. Business on the Internet developed with these ads and publishing them with various
strategy involvements like PAY-PER-CLICK, Click through rates, Statistical Analysis etc.
Banner Ads also proved to be the Most Important Factor in building huge and rapid traffic.

11. Instant Messaging through Mobile Phones

Instant Messengers are very popular on computers, now with the advancement of cellular
technology it has become possible to connect to MSN, Yahoo!, ICQ and other instant messenger
services through mobile phones. Instant Messaging allows a target user to see the benefits or
products & Services Instantly creating an Impact on the user. Instant Messaging has really
proved to be a winner in Marketing World and is getting high exposure worldwide.

12. SMS/ MMS

Short Message Service became available in 1996 for the first time for commercial use. Since
then it has become a very useful tool to Promote Products & Services worldwide. The use of
SMS will continue to grow as companies turn the service into a critical business function.
One of the most important features of SMS/Text messaging is the ability to immediately reach a
customer anywhere and its low cost offer the ability to reach customers.
Marketing Strategies at Solitaire Infosys

 Software Department
Solitaire Infosys helps enterprises, whether established or startups, to build and grow customer-
centric digital products for mobile and web. Clients trust our experience of over a decade and our
expertise that we have gained after numerous successful deliveries in various fields. Our digital
marketing team is proficient enough to get direct leads and sales for business.

Business Strategy
 SEO
SEO is optimizing your business’s online presence to appear in online search results for your city
or globally. Search engines focus on rewarding those websites that offer people the excellent
user experiences and valuable content. Our SEO techniques are not only effective, but also
meaningful. We focus on creating websites like visiting and search engines like seeing, because
your business is unique & it has unique goals, customers, and needs. That’s why we offer
customized solutions to fit the needs of your business and budget. Our services will provide you
long-lasting results that even extend beyond a quick, temporary boost in rankings. We’ll help
you in achieving better rankings, increased traffic, and more sales in the long run.
 SMO

Most of the individuals spend a considerable time on social media websites for various purposes.
If you are not making the optimal use of such a social media website for the promotion of your
product or service, then you are providing the path to your competitors to come and strike the
conversation with the individuals who could have been once your customer. We at Solitaire
Infosys Inc are giving our possible efforts in making the interaction between you and your
customers a most enriching experience. From this way we can act as your ally in the growth of
your customer base as well as your brand. Our SMO services are one of the most amazing and
brilliant. We specialize in various social sites which include Face book, LinkedIn, Yahoo,
Google+, YouTube, Twitter, My Space and many more

 PPC

A quickest and most controllable way to get your website to the top of the search results is the
key you want when people are looking for your type of business online. We make it easier for
you to minimize your botheration and market your business on several web pages. And because
you pay per click, it is easy to control your budget and return on investment for your campaign.
  EMAIL MARKETING

With the best in email marketing tools to monitor advanced statistical ratios, response indicators
and other key indicators, we make your campaign simply successful. By industry best practices,
we are sure to get maximum delivery to your pre targeted customers inbox. Round-the-clock
monitoring is worked out to make sure your email reaches your customer’s inbox i.e. destination.

 Digital Marketing

Our digital marketing services are amplified by our unparalleled expertise in technology and a
précised vision on customization and creativity. Slinfy Online marketing services are extendible
to marketers and agencies to create intelligent digital media ecosystems, develop brand
awareness and streamline content development and distribution across multiple digital channels.
Thus, these services help enterprises gain a lasting competitive advantage with the creation of
smart and flexible digital marketing ecosystems.

Training Department
College Seminar
Presenting in a seminar is a good way to sharpen your understanding of an academic course of
study they use to conduct seminar for students like BTECH, MCA, BCA, DIPLOMA,
BBA.MBA.B.COM and various streams for industrial training for 6week weeks and 6 months.

Motivation lecture
They use to conduct motivation lecture for students to motivate and engage with each other
Aptitude test
Aptitude is designed to assess your logical reasoning or thinking performance. They consist of
multiple choice questions and are administered under exam conditions. They are strictly timed
and a typical test might allow 10 min.
Discount offers
Allowing discount offers for industrial training for 6 weeks as well as 6 months for enrolling for
training part.
Follow-ups
Taking follow-ups from cold calling that are willing to join the company for industrial training.
 CHAPTER3: REVIEW OF LITERATURE

According to Mohammed Rafiq and Pervaiz K. Ahmed (1995), the term marketing mix was first
used by Borden and that it was suggested to him by Cull ton’s (1948) description of a business
executive as 'mixer ingredients'. Borden did not define the marketing mix; it simply consisted of
important elements of ingredients that make up a marketing programmed (Borden, 1965, p. 389).
McCarthy (1964, p. 35) refined this further and defined the marketing mix as a combination of
all of the factors at a marketing managers command to satisfy the target market. Later McCarthy
and Perrault (1987) together defined the marketing mix as the controllable variables that an
organization can co-ordinate to satisfy its target market, which is widely accepted as "the set of
controllable marketing variables that the firm blends to produce the response it wants in the
target market" (Kotler and Armstrong, 1989, p. 45). According to Jonathan Ivy (2008),
marketing mix is a set of controllable marketing tools that an institution uses to produce the
response it wants from its various target markets. Ronald E. Goldsmith (1999) stated that 4Ps
was first formulated by McCarthy (1975) as a pedagogical tool to describe the chief tasks of
marketing managers. Marketing managers must develop a systematic plan to sell to the
customers after selecting a target market to create long-term relationships (Doyle, 1995). The
marketing mix plan consists of 4Ps which consists of decisions about product, place, promotion
and price (Goldsmith, 1999).

According to Bennet (1997), "the concept of marketing outlines a course for the organization
using controllable variables in an environment where many factors are uncontrollable, defined as
the external market". Kotler (1967) (cited by Bennet, 1997) broadened this classification into
four namely, customer, environmental, competitive and marketing decision variables. Focussing
on manufacturing industries, Borden (1964) identifies the four external forces on the
organisation as consumer buying behavior, trade behaviour, competitor's position and behavior
and government regulations. Robins (1991) formulated "four Cs" which is an alternate
mnemonic to the marketing mix formulated by McCarthy (1964). Four Cs are defined as
Customers who buys goods and services in the market place, Competitors who provide the
choice of alternative sources of supply, Capabilities and Company both of them refers to the
organization which has ability to satisfy customer needs. Gronroos (1984) proposes a concept of
interactive marketing which was backed by Kotler (1991). This concept emphasizes the
relationship between the employee and the customer and identifies it as the key factor in
successful market making. Kotler (1991) argues that the employee-customer relationship is an
important factor in the success of the market-making process. Booms and Bitner (1981) added
three additional factors to the marketing mix elements proposed by McCarthy (1964) namely
people, processes and physical evidence. This concept highlights that the model proposed by
McCarthy (1964) might lead to too narrow focus on the internal variables, and does not include
some of the process variables which is a part of marketing planning system (Bennet, 1997, p.
151). Lings (1999) argues for services industry 4Ps are in adequate and 7Ps marketing mix
illustrates the importance of internal factors, as retail sector is not a service based industry
traditional 4Ps marketing mix is used to represent the external factors (cited by Khanh &
Kandampully, 2004). 4Ps makes the marketing easier handle for the managers in non service
based industry; the components of traditional marketing mix can change a firm's competitive
position (Gronroos, 1994). Even with the deficiencies, the 4Ps remain a staple of the marketing
mix (Kent and Brown, 2006).

According to the American Marketing Association (1985), "marketing is the process of planning
and executing the conception, pricing, promotion and distribution of ideas, goods and services to
create exchange and satisfy individual and organizational objectives". Kent (1986) states that the
four Ps of the marketing mix as the "holy quadruple of the marketing faith written in tablets of
stone".

According to Armstrong and Kotler (2007) marketing mix tools are classified into four broad
groups, called the four Ps of marketing: product, price, place and promotion. In order to deliver
on its value proposition, the firm must first create a need-satisfying market offering (product). It
must decide how much it will charge for the offer (price) and how it will make the offer available
to the target customers (place). It must communicate with target customers about the offers and
persuade them of its merits (promotion) (Armstrong and Kotler, 2007 p.53)

Baker & Hart (2008, p 463) the logic of 4Ps is straight forward; a supplier needs products, needs
to price them, to promote them and distribute them to the place where the customer can buy
them.

According to Dogra & Ghuman (2008) some of the variables associated with 4Ps are:

Price: price level, credit terms, price changes and discounts.

Product: features, packaging, quality and range.

Promotion: advertising, publicity, sales promotion and personal selling.

Place: inventory, distribution channels and number of intermediaries.

Figure: The four Ps of the marketing mix

Source: Armstrong G and Kotler P, (2007, p. 6). Marketing: an introduction. 8th ed. Upper
Saddle River: Pearson Education.
Product

According to Armstrong and Kotler (2007), product can be defined as the goods and services is a
combination the company offers to the target market. Belohlavek (2008) argues that a product or
service is the element which satisfies the client's needs. The product or service generates two
types of relationships with the prospect: a functional and a linking one. The usefulness of the
product bears a relationship with its benefits measured both objectively and subjectively. The
product's use value is fundamental to the purchasing decision process in its closing stage
(Belohlavek, 2008 p.15).

For a competitive approach the company has to offer products that are unique and meet customer
needs, wants and values. Maintaining the product uniqueness is difficult for a company since the
product can be matched by competitors. The company must often compete on price, distribution,
or promotion; in order to compete unless the product is of sound quality (Rea & Kerzner, 1997 p.
57).

Product variety

Pine (1993), product variety is defined as the number of different products offered to the
customers (cited by Felipe Scavarda, Reichhart, Hamacher, Holweg, 2010). According to Bils &
Klenow (2001) and Er & MacCarthy (2006) product variety is a new development and a trend in
many industry sectors worldwide (cited by Felipe Scavarda, Schaffer, Jose Scavarda, Reis &
Schleich, 2009). Product variety is an effective strategy to increase the market share as it enables
the company to serve different kinds of customer segments and to satisfy the customer variety
seeking behaviour (Tang, 2006). This involves different product features, packaging, or channels
of distribution (Felipe Scavarda, Schaffer, Jose Scavarda, Reis & Schleich, 2009). Product
variety strategy as a marketing strategy will result in sales growth, profits and meeting more
specialised demands (Berry & Cooper, 1999). Kim & Chhajed (2000) argues that different kinds
of product manufacturing results in a decrease in logistics performance or manufacturing
performance. Lee & Billington (1994) also argues that product variety can result in higher
forecast errors and lead to excessive inventory for some products and shortages for other
products. If the product variety is to the optimal or to the appropriate level of variety, then
product variety will result as economical efficient and will create positive marketing efforts
(Lancaster, 1990).

According to Pine (1993) and da Silveira (1998), product variety enables the ability to customize
products to customer needs and has been identified in achieving competitive advantage over
other retailers (cited by Felipe Scavarda, Reichhart, Hamacher, Holweg, 2010). As product
variety gives a broader product line and can lead to increased profitability (Kekre and Srinivasan,
1990). Product variety gives rise to the need to consider different products of the individual
product variants, as different end items that are fundamentally different do not feature the same
variety level for the individual (MacDuffie et al., 1996 & Koste and Malhotra, 1999).

Price

Belohlavek (2008) states that price is a conditioning element for buying a product; price only
conditions a product but does not determine it, in accordance to the buyers income makes a
monetary value of a given service or goods, which makes them reachable to the goods. Price is a
factor which acts as a barrier which when reached in operational terms, that's when the last stage
of purchasing action is reached. Price is an element which determines a priority relationship with
the value and opportunity creating access to the customer.

Kasper et al. (2000, p. 627), "pricing is an important management tool to achieve the objectives
of the organization". Similarly, Pellinen (2003, p.218) has suggested that "pricing is one of the
most central management tasks for a service company". It is also the only element of the
marketing mix that generates revenues for a firm, while all the others (e.g. new product
introductions, promotions) are associated with costs (Zeithaml et al., 2006) (cited by Indounas &
Avlonitis, 2009).

Rea & Kerzner (1997) argues that the easiest way to reach and compete with the competitor is to
match the price with the competitor. Price is one of the most important criteria that customers
use when choosing between competing brands (Huber et al., 2001; Ta and Har, 2000) (cited by
Indounas & Avlonitis, 2009).

Price is the sum of money customers has to pay to acquire the product; often customers buy the
product negotiating the price for more accessibility, companies offer discounts to customers
adjusting price to sustain the competitive situation (Armstrong & Kotler, 2007 p. 52).

Price Discount

According to Palazon & Delgado (2009), Customers are price sensitive and they often look for
price related information. Manning et al., (2003), they are vigilant about any information about
price and other pricing information (Kukar-Kinney et al., 2007) they spend a lot of time thinking
about prices of products, always evaluating savings offered and the convenience by the price
discount. Customers with lower levels of price consciousness and value, they are most likely to
be influenced by the magnitude of the discount (Alford & Biswas, 2002) than the pecuniary
value of the discount really offered. (Babin et al., 2007) customers are engaged in searching for
more devoted to the task of shopping to the extent that a better price exists in another store.
Hardesty & Bearden (2003) and Grewal et al., (1996) claims that when the promotional benefit is
low, customers are not going to process information extensively about the promotion (price
discount) as it has low pecuniary value. Similarly when the promotional benefit is high,
customers are not sure about the product or the deal they are unlikely to process information
extensively as there is less uncertainty about the product. Customers are predicted to analyze the
deal moderately whether the benefit are high (Palazon & Delgado, 2009). Hardesty & Bearden
(2003) and Grewal et al., (1996) states that if the promotional benefit is low or high the levels of
information processing is low, but for moderate benefit levels information process is high.
Chandrashekaran (2004) and Raghubir (2004) argue that high promotional benefits are always
evaluated positively.

According to Madan & Suri (2001) there are different types of price promotions and short term
price discounts have been used by the retailers to create short term demand for their products
(Monroe, 1990 p 369). Retailers can sell the products very fast without much expensive when
they are offering immediate savings to the customers. Short term price discounts are easier to
execute and provide immediate price savings to the customers (Madan & Suri, 2001). Discounts
actually increase the value to the customers and this happens at the intermediate levels of
discounts and when the discounts are either very high or very low it decreases the value (Madan
& Suri, 2001).

Promotion

"The most common promotion is a sale" (Levy & Weitz, 2007 p 433). Promotion is one of the
key P's in the marketing mix (Dibb et al., 1994).

The promotion strategy is used in increasing sales by creating differences in resources which
results in a firm being able to outspend a competitor in advertisement, purchase displays, trade
shows and other promotional methods (Rea & Kerzner, 1997 p. 58).

* According to Jennifer Rowley (1998), the objectives of any promotional strategy will be drawn
from an appropriate mixture of the following roles of promotion; to:
Increase sales;
Maintain or improve market share;
Create or improve brand recognition;
Create a favorable climate for future sales;
Inform and educate the market;
Create a competitive advantage, relative to competitor's products or market position;
Improve promotional efficiency

According to Jennifer Rowley (1998), an appropriate promotional mix must be created in order
to meet the promotional objectives of any given promotion strategy. The promotional mix is the
combination of different promotional channels that is used to communicate a promotional
message. This will involve an appropriate selection from the range of tools that are available for
use as part of the promotional mix. The tools in the promotional mix include:
Advertising-Any paid form of non-personal presentation and promotion of ideas, goods or
services by any identified sponsor. The pages of professional newsletters and magazines are
common avenues for advertising information products.

Direct marketing- The use of mail, telephone or other non-personal contact tools to communicate
with or solicit a response from specific customers and prospects. Mail shots and leaflets inserted
in professional magazines are used to promote information products.

Sales promotion- Short term incentives to encourage trial or purchase of a product or service,
such as discounts for access to a database over a limited time period.

Public relations and publicity- Programmed designed to promote and/or protect a company's
image, or those of its products, including product literature, exhibitions and articles about
organizations’ products in professional or in-house newsletters.

Personal selling- Face-to-face interactions with one or more prospective purchasers, for the
purpose of making sales. This is common within the business-to-business marketing transactions
in the information industry, where sales representatives, often also with a support function, are
common.

Sponsorship- Financial or external support of an event or person by an unrelated organization or

donor, such as is common in respect of the arts, sports and charities. Large organizations, such as
major publishing groups like Reed Elsevier, or software houses, such as Microsoft, may engage
in sponsorship, but public sector organizations, in education and libraries, are more likely to be
the recipient of sponsorship.

Place

According to Kai Li & Hung Hung (2007), place is a marketing mix which describes whether the
location is accessible and transport is convenient, place comes out as a heterogeneous
phenomenon which is created by the company at each place combining resources; accessibility
increases value to the customer. Kotler, et al., (2005) claims that place involves all activities of
the company to make all products available to the customers.

According to Mason & Staude (2009), Place is the least changing marketing tactic. Distribution
and availability are used in stabilising dimensions, communicating and creating a control as a
link between supplier and customer, and reducing the probability to change suppliers, which
actually stabilizes the market. Backward and forward integration also reduce the uncertainty of
retailer stocking the products, lowering the risks and stabilizing the environment (Nilsson, 1995).

According to Boyle & Proctor (2009), in the context of product sales, ''placement is actually
distribution'' (Biech, 2003). In social marketing, distribution can be defined as ''dissemination
channels'' (NWPHO, 2006). Clearly for dispersing channels to be effective they must be
accessible to the target market (Boyle & Proctor, 2009).

Store location and layout

The location and atmosphere of a store communicates information about the service and pricing
to the customer. The physical characteristics play an important role in a customer's mind (Levy
& Weitz, 2007 p 434). Store layout influences customer buying behavior, stores can attract
customers with their design and layout motivating them to make impulsive sales or give them a
pleasant shopping experience (Levy & Weitz, 2007 p 491).

According to Davies & Rogers (1984), guy (1980), Jones & Simmons (1987) and Birkin et al.,
(2002) site selection and sales forecasting of retail stores are a important factor in retail
management and retail geography (cited by Wood & Browne, 2007). Store location is used in
sales forecasting for retail stores and for determining the optimal location and sales of the store
(Clarkson et al., 1996; Smith & Sanchez, 2003). Superstores are one of the main formats through
which food is sold increasing the money flow (IGD, 2005). The size of the stores is important
and it is very expansive to open up a big store therefore accuracy in location planning is essential
(Wrigley, 1996). Retail stores are dependent on the daily purchases made and regular weekly
purchases this involves repeated car journeys from the customers' homes, which requires space
for parking near the store for easy access (Wood & Browne, 2007). The location of a store
affects the customer with sociological and geographical factors (Wrigley, 1998; Meyer &
Johnson, 1996; Rust & Donthu, 1995) (cited by Beyon, Griffiths, Marshall, Expert Systems
(2002).

Pricing strategy

According to (Blythe, 2008 p 151), pricing a product is one of the most important issues for
marketers; it is significant not only to the profit that is to be made but also to the quantity of
products which are to be sold. Pricing also touches on all the elements of the marketing mix,
pricing is the indication to the consumer of what a company expects in exchange; for the
products being offered. Profitability of the company depends on the pricing strategy (Doyle &
Stern, 2006 p 225).

"Price may become a proxy measure for product quality when buyers have difficulty in
evaluating complex products" (Cravens & Piercy, 2006 p 316). Consumers are often confused in
choosing a product; price helps them choose a product. A strategic viewpoint on pricing
decisions may create new market space and opportunities for the company (Cravens & Piercy,
2006 p 317)."A pricing strategy must be consistent with the retailer's overall image (positioning),
sales, profit, and return on investment goals" (Berman & Evans, 2007 p 498).
Various roles of Pricing

(Cravens & Piercy, 2006 p 320) Pricing has few important roles in the marketing program of a
company. Some of the roles are:

Signal to the buyer- Price is the easiest way to directly communicate with the customer. When
comparing with other brands price is a visible difference to the customer. Price is also used in
positioning the brand to show its quality or instead give direct competition with other brands
(Cravens & Piercy, 2006 p 320).

Instrument of competition- As the competitions between companies are high, Price is an

element which can quickly attack competitors. Price can also be used by a company to stay away
from the competition if used strategically; pricing strategy is always related to competition with
other brands or companies (Cravens & Piercy, 2006 p 320).

Improving financial performance- Using a pricing strategy wisely, companies can generate
revenues by forecasting about a product or brand to increase the financial statement in the short
term or in the long term in order to survive the global competition (Cravens & Piercy, 2006 p
320). pricing strategy has the biggest impact on the profit and loss statement of the company in
the short run, Pricing is even more crucial in the long run; the primary purpose of business
strategy is to offer consumers enhanced value so that price can be raised considerably above
costs (Doyle & Stern, 2006 p 225).

Marketing program consideration- Companies pay a price for marketing, in order to maintain
or penetrate in to the market. Price strategy is also used for promoting products (Cravens &
Piercy, 2006 p 320).

Consumer behavior- Blackwell, et al., (2006) defined consumer behavior as "the activities
people undertake when obtaining, consuming and disposing of products and services".

Obtaining- According to Blackwell, et al., (2006 p. 4) it is the process of purchasing or getting a

product. This process includes comparing with other similar products, alternative brands and
searching for more information of the product before obtaining it. Analysts often study these
purchases in order to improve the understanding of the market; consumer buying behavior is
studied whether they are buying for themselves or as gifts, payment methods, and product
transportation or delivery, how they get information about other alternative brands and how the
brands influence the consumer's product choices.

Consuming- According to Blackwell, et al., (2006 p. 4), it is the process or activity of using a
product by the customer to his/her needs. Based on the consumption of the products researchers
can study the consumer decisions whether the product is bought to be consumed in the office or
at home, or for entertainment purpose or for its functional purpose, do they consume the product
or do they dispose it without using it even once. Based on the consumption these buying
behaviours are studied in order to understand the needs of the customers.

Disposing- According to Blackwell, et al., (2006 p.4), it is the process of getting rid of the
product after its use or its packaging. And how do they dispose the product remains or the
packaging, whether the packaging is biodegradable. Analysts think in the ecological point of
view for this process.

Consumer buying behavior- According to McCall, et al., (2009), purchasing decisions happen
on daily basis and the most important factor influencing these decisions is the price of the
product. For buying any product, price is often the most silent feature (Nagle and Holden, 2002).
This can be used as an advantage to increase the overall sales by offering discounts (promotions)
to the price sensitive customers (Soman, 1998).

According to Saha, et al., (2010), Consumer behavior is the study of how individuals spend their
available resources on consumption-related items. It includes the study of what they buy, why
they buy it, when they buy it, where they buy it, how often they buy it, and how often they use it
(Schiffman and Kanuk, 1996). The main objective of marketing in the consumer buying behavior
context is to satisfy the needs and wants of the target customer. As a subject consumer behavior
also deals with the factors that affect the buying behavior of a consumer. The study of consumer
behavior gives a clear idea that how consumer select, buy, use and dispose the product, service,
experiences to please the needs and requirements (Kotler, 2003).

Stimulus response model is the starting point of understanding consumer buying behavior. The
buyer's characteristic and decision process leads to the purchase decision; a consumer's buying
behavior is influenced by 4ps, cultural, social and personal factors (Kotler, 2003).

The role of marketing mix is also important in making the buying decision by any consumer.
"The marketing mix consists of everything the firm can do to influence the demand for the
product. The many possibilities can be collected into four groups of variables known as the 'Four
Ps' that is product, price, place and promotion" (Saha, et al., 2010).

According to Mowat and Collins (2000), for successful development in business, the company
needs to understand and meet the consumer needs and expectations (Douglas, 1993; Knox and
Theisen, 1981). Store layout plays (place) an important effect in consumer behaviour besides
price and consumer expectation (Kotler, 1973; Eroglu and Machleit, 1990; Bitner, 1992; Baker et
al., 1993; Baker et al., 1994; Grewal and Baker, 1994; Simonson, 1999; Baker, et al., 2002)
(cited by Vrechopoulos & Atherinos, 2009).
According to Solomon, et al., (2006), consumer purchase is a response to a problem and a
customer goes through a series of steps in order to make a purchase. These steps can be
described as (1) problem recognition (2) information search (3) evaluation of alternatives and (4)
product choice. After the decision is made, the quality of that decision affects the finals steps in
the process, when the learning occurs based on how well the choice worked out. The learning
process influences the likelihood that the same choice will be made next time the need for a
similar decision occurs (Solomon et al, 2007 p.258).

Brin (2004, p 85) argues that it is important to understand the characteristics of the consumers
and their buying decision process in order to target them with the most appropriate and effective
marketing methods, the management needs to understand and study this decision process on
what particular product or service the consumers choose from; the brand they select, from which
outlet they buy, what kind of product and the amount spent. It is useful to understand what
influences the consumer (Brin, 2004 p 85). Some of the influences in buying roles in the
consumer buying process are (Brin, 2004 p 85):
The initiator: the very first person who thinks about buying a product
The influencer: the person who influences other consumers in taking the final step of the buying
decision
The decider: the person who takes the final decision
The buyer: the person who actually buys a product
The user: the customer.

Customer relationship strategy

Relationships can obtain competitive advantage (Kanter, 1994; Kay, 1995; Huxham, 1996;
Stone and Mason, 1997) (cited by Donaldson & O Toole, 2002). Customer relationship strategy
is based on mutual trust with the customers creating long term relationships; many researches'
conclude that customer relationship strategy has increased the profit margin for many firms
(based on Lawrence, 2002). Long-time customers are less costly to serve and smooth running of
relationships are inexpensive and less resource intensive (Lawrence, 2002). Long term
relationships benefit both the buyers and suppliers (Szmigin, 1998). For the strategy to be
effective, the component elements should be inter-related. When there is a strong synergy
between the component elements the strategy will be effective and efficient. Once the customer
is attracted to the firm the company has the opportunity to customise relationships with the
individual customers (Lawrence, 2002).

According to Yavas & Babakus (2009), customer loyalty occupies as the premiere strategic
business objective of retailers (Dick & Basu, 1994; Reichheld, 1996). And retailers try constantly
striving to create and maintain a strong loyal customer base (Dowling & Uncles, 1997; Sirohi et
al., 1998). Loyal customers make predictable sales, generating a steady cash flow and improved
profits (Harris & Goode, 2004; Kumar & Shah, 2004; Rust et al., 2004). As they are less costly,
less price sensitive and have a tendency to spend more with the retailer (Harris & Goode, 2004;
Kumar & Shah, 2004; Rust et al., 2004). Loyal customers can become the word of mouth or
ambassadors of the business without the awareness of the retailer (Butcher et al., 2001). The
customer loyalty drivers towards a brand or store are captured in three dimensions. They are (1)
store environment, (2) perceived quality of the product and (3) price of the product (Yavas &
Babakus, 2009).

Assael (1987) describes that when a brand of product is comparatively expensive or of high
involvement and the existing brand or product is working sensibly well, the consumer may
remain loyal to it for fear of trying a new brand or a product which will fail to meet the match of
the existing choice (cited by Szmigin, 1998).

According to Szmigin (1998), Consumers develop long term collaborative relationship with the
retailer when the consumers are given benefits by offering discounts and other transaction based
offers and not by offering loyalty cards, Passingham (1996) argues that loyalty cards are a form
of sophisticated price cuts. The card benefits the retailer than the consumer where it is actually
hard to build the relationship with the consumer. Szmigin (1998), most consumers do not value
the benefits of the card where the customer earns points for purchase, point system is not going
to change their shopping habits and only a small percentage of those that do are the ones who
show complete loyalty. The relationship developed between retailers and their customers through
loyalty card are weak.

According to Gronroos & Ravald (1996), the customers evaluate the promotional offers given to
them by comparing it with what they got for what they paid. They determine the value of the
product. Howard & Sheth (1969) and Kotler & levy (1969) also states that satisfaction of a
customer depends on the value of a product (cited by Gronroos & Ravald, 1996). The ratio
between perceived benefits and perceived costs is defined as perceived value. Customers often
use prices as reference in any buying situation when they compare the attractiveness of a brand
or a product (Monroe, 1991). Gronroos & Ravald (1996) argues that as the time passes by the
price sensitivity may decrease with the supplier relationship, the price will impact the customers'
analysis of comparing alternative products. Monroe (1991) customers respond to reduction in
costs better than an increase in other benefits in shopping. Customers are more sensitive to loss
than gain (Monroe, 1991). In order to gain a sustainable competitive advantage the company
must sell products which the customers perceive have a greater net value than the competitors'
products, the probability for repurchase will be definitely greater if the company succeeds in
providing something unique and of value to the customer (Gronroos & Ravald, 1996). The
product is the one of the major part of extended offering to the customer (Gronroos, 2009).
Customer Loyalty

Customer loyalty conceptualization has received tremendous attention in the literature over the
past two decades because practitioners have observed the intricate relationship with a firm's
profitability. Thus customer loyalty is now accepted as indispensable in strategic decision
making because it costs more to attract new customers than to retain old ones. Loyalty
conceptualization has two dimensions- attitudinal and behavioral. Attitudinal loyalty reflects a
situation whereby different feelings create an individual's overall attachment to a product, service
or organization (Fornier, 1994). These feelings define the individual's cognitive degree of loyalty
(Hallowell, 1996). The other dimension is behavioral. This reflects the degree to which
attitudinal feelings are translated into loyalty behavior. In other words it reflects intentions being
translated into actions. Examples of loyalty behaviors given in the literature include continuing
to purchase services from the same supplier, increasing the scale and scope of a relationship, or
the act of recommending a product or service (Yi, 1990; Best, 2009). Later scholars agree with
this earlier conceptualization of loyalty. For example Zeithaml's (2000) definition and
measurement of customer loyalty were based on customers’ attitude and behavior (Zenithal,
2000). Earlier, Parasuraman et al (1988) and later Zenithal (1996) noted that the behavioral
component measures loyalty based on repeat purchase. Other authors have noted customer
loyalty to reflect purchase frequency and Word of Mouth (WOM) recommendation (De Ruyter
et al., 1998). Reichheld (2003) opined that the strongest evidence of customer loyalty is the
percentage of customers who are ready to recommend others to a particular product or service.

The conceptualization of customer loyalty has posed the rhetorical question "what is true
loyalty"? This sets the scene for understanding the construct. It is popular opinion among
researchers that true loyalty is difficult to build and sustain without incorporating the attitudinal
parameter (Shoemaker and Lewis, 1999). This new development reflects in the observation by
Dick and Basu (1994) that sustained loyalty is attainable when customers exhibit both positive
attitude toward the object, and repeat patronage behavior. The behavioral intention of being loyal
is influenced by whether the customer is satisfied or dissatisfied with the service provided. The
attitudinal aspect of customer loyalty encompasses long-term emotional commitment and trust to
the organization, its services, products and prices. Attitudinal loyalty is important to the
conceptualization because it denotes the customers' probability of future commitment to the
organization and the propensity to recommend the company to friends or colleagues (Reichheld,
2003). "Attitudinal" here refers to "the psychological tendency that is expressed by evaluating a
particular entity with some degree of favor or disfavor" (Eagly and Chaiken, 1993). The
attitudinal components of customer loyalty are identified as price sensitivity, brand allegiance,
and the frequency of purchasing a particular brand (Rundle-Thiele and Mackay, 2001).

By the beginning of year 2000, the conceptualization evolved to embrace affective, conative and
the cognitive dimensions of loyalty. The scope of these dimensions was expressed succinctly by
Gremler and Brown (1996; p. 173) as " the degree to which a customer exhibits repeat
purchasing behavior from a service provider, possesses a positive attitudinal disposition toward
the provider , and considers using only this provider when a need for this service arises". Thus,
customer loyalty concept must embody the behavioral, attitudinal and cognitive processes
(Sudhahar et al., 2006). Finally, the cognitive component includes attributes such as preference
to a service organization and belief that the organization proffers the best offer and also attends
to customer needs (Harris and Goodes, 2004). Thus, as mentioned, customer loyalty reflects
customer satisfaction. It however goes way beyond that. Indeed the direction of the causal
relation between satisfaction and customer loyalty has been reported in the literature. Tsoukatos
and Rand (2006) reported that the prevailing idea is that service quality is an antecedent of
customer satisfaction and that satisfaction influences the loyalty behavior of customers.

Best (2009) operationalised the concept of customer loyalty into measurable metrics. He
expressed customer loyalty as an index computed as: customer loyalty score (CLS) = customer
satisfaction x customer retention x customer recommendation. Best (2009; p. 51) contends
customer loyalty metric must "include the elements of customer satisfaction, customer retention
as well as customer recommendation to potential customers". In our characterization we
developed items of the construct that reflect both attitudinal and behavioural aspects of loyalty as
posited above. Based on the literature we shall use the following cues as measures of customer
loyalty in the banking industry of Ghana:

Word of Mouth: the frequency or potential to recommend others to patronise the services of a
customer's primary bank.

Repeat Purchase: consistent repeat purchase of a bank's product and services. This is reflected in
the intention to remain with the bank for the long term.

Satisfaction: level of customer contentment with the products and services of their banks.
 CHAPTER 4: RESEARCH METHODOLOGY

Introduction
This chapter outlines the research methodology used to answer the research. The chapter also
discusses how the sample was derived, the sample size, the research instrument, data collection
procedures.

Need of study
Today we are in the era of globalization. Multinational organizations worldwide have adopted
globalization as their first strategic choice. Advancement in technology has facilitated
globalization too. Same holds true due dynamic changes in information technology. As solitaire
Infosys is IT Company same stands for it. Technological advancement, changes and innovations
have ways leveraged the standards of mankind. It has given new dimensions to society. It has
also altered the way services can be offered. Information Technology has been a major driving
force of economies worldwide during the last two decades. Its impact has been readily felt in all
industry with advancement of IT industry. The need of the study is to analysis of market
strategies of Indian it companies in context to solitaire Infosys. There are some key factors that
have an important impact on marketing strategies. The main findings of the study will indicate
that the factors, which are Service Quality, Responsiveness, Security and Privacy, Assurance,
and Reliability, have impacts on marketing strategies.

Scope of Study

 Marketing strategy provides an organization an edge over its competitors.

 Strategy helps in developing goods and services with best profit making potential.
 Marketing strategy helps in discovering the areas affected by organizational growth and
thereby helps in creating an organizational plan to cater to the customer needs.
 It helps in fixing the right price for organization’s goods and services based on
information collected by market research.
 Strategy ensures effective departmental co-ordination.
 It helps an organization to make optimum utilization of its resources so as to provide a
sales message to its target market.
 A marketing strategy helps to fix the advertising budget in advance, and it also develops a
method which determines the scope of the plan, i.e., it determines the revenue generated
by the advertisement.
Objective of study

 To know solitaire Infosys current strategy adopted and required strategy in current
marketing environment.
 To determine target of marketing strategy to increase the sales at Solitaire Infosys.
 How marketing strategies build better relations with customers.
 To analyze the outcomes of marketing strategies at solitaire Infosys.
 To know the satisfaction level of customer on Solitaire Infosys.

Statement of problem
By this study, researchers will investigate the marketing strategies. Solitaire Infosys is well
established IT Company over last few years, but due to increase in competition it has became
essential to retain its customers, skilled employees, market strength and brand value. The study
will enable Solitaire Infosys to understand the factors how to formulate marketing practices
which actually helps to improve their strategies. Thus they can plan for their future plan of action
or strategies and try to provide marketing to retain more customers.
Research design
To design is to plan, that is, designing is a process of deliberate anticipation directed towards
bringing an expected situation under control. It is an arrangement of conditions for collection and
analysis of data in a manner that aims to combine relevance to the research purpose with
economy in procedure. All research involves the elements of observation, description and the
analysis of what happens under certain circumstances. The present study is designed to know the
factors that help to retain customers in the context of marketing strategies at Solitaire Infosys.
The research study is a survey, as it has definite objectives, planning analysis and interpretation
of the data gathered, and skilful reporting of the findings

Research type
This research is descriptive in nature. Under descriptive research it will be a casual study that
will be carried out to analyzed and interpret the responses of the various respondents surveyed in
the internship program.
Sampling method
The sampling methods that have been adopted for the research is as follows:
Sampling technique: A simple random sampling method has been used where every second
employee is contacted.
Sample size: Sample size is considered to be the quantity of data that has been collected for the
study. Due to limitation of time and scope of the study the number of respondents from which
the data is collected is 100. The sample size contains employee at various profiles viz. hr
manager, Java trainer, Android trainer, Networking trainer, PHP trainer, Business development
manager, Marketing manager, Accountant, and trainer or guide.
Sample area: Sample area is considered to the location where the study has been conducted. The
location may comprise of certain boundaries which the researcher would have been able to easily
cover up for the study.
Area of study: Patiala and Mohali.

Instrument
A structured questionnaire was selected for the study. The questionnaire is consisting of 28
questions regarding required marketing strategy, determine target of marketing strategy to
increase the sales, build better relations with customers, outcomes of marketing strategies,
satisfaction level of customer. Mixed type options questionnaire is used.

Data collection
For collecting the data the both primary and secondary sources are used.

Primary sources
1. Conversations with the solitaire Infosys employees
2. Discussions with the employees who handle the technical field as well as management team
too.
3. Questionnaires is used in interviews
4. Working at different desks of solitaire Infosys.
Secondary sources
Solitaire Infosys websites
Various publications and manuals on their marketing strategies
Website documents
Other Internet sources
]

1. Age of respondents

No. of
Option respondents Total no. of respondents Percentage
13-26 80 100 80%
25-45 15 100 15%
45-65 5 100 5%
Above 65
years 0 100 0%
 Age of respondents
0%
5%
15%
13-26
25-45
45-65
80%
Above 65 years

INTERPRETATION

The chart no 1 depicts that majority 80% respondents’ age between 13-25, followed by 15%respondents
age between 25-45, and minority 5% respondents age between 45-65.

2. Gender of respondent

No. of
Option respondents Total no. of respondents Percentage
Male 60 100 60%
Female 40 100 40%
 Gender of respondent
0%
0%

40%

Male
60%
Female

INTERPRETATION

The chart no 2 depicts that majority 60% respondents male, and minority 40% respondents female..

3. Marital Status

No. of
Option respondents Total no. of respondents Percentage
Married 10 100 10%
Unmarried 90 100 90%
Divorce 0 100 0%

Marital Status
0%
10%

Married
Unmarried
Divorce
90%

INTERPRETATION

The chart no 3 depicts that majority 90% respondent’s unmarried, followed by 10%respondents
married.
4. Annual income

Option No. of respondents Total no. of respondents Percentage

Below 10,000 25 100 25%
10000-50000 50 100 50%
50000-
100000 20 100 20%
100000-
500000 15 100 15%
Above
500000 0 100 0%

Annual income
0%
14% 23%
Below 10,000
18%
10000-50000
50000-100000
100000-500000
45%
Above 500000

INTERPRETATION

The chart no 4 depicts that majority 45% respondents income lies between 10,000-50,000, followed by
23%respondents Below 10,000 , 18% respondents whose income lies between 50,000-1,00,000 and
minority followed by 14%respondentslies between 1,00,000-5,00,000 .
5.

No. of
Option respondents Total no. of respondents Percentage
Secondary
level 10 100 10%
Graduation 45 100 45%
Post-
graduation 35 100 35%
PHD 0 100 0%
None of
these 10 100 10%

Education qualfication
10% 10%
0%
Secondary level
Graduation
35%
45% Post-graduation
PHD
None of these

INTERPRETATION

The chart no 5 depicts that majority 45% respondents graduation , followed by 35%respondents post
graduation , and minority 10% respondents secondary level and PhD.

6.

Option No. of respondents Total no. of respondents Percentage

HR manager 10 100
Java trainer 20 100
Android trainer 5 100
 Networking administration 20 100
PHP trainer 5 100
Business Development
Manager 15 100
Marketing Manager 20 100
Accountant 10 100
Lecturer 5 100
Other 0 100

Job profile of employee of Soliataire Infosys

HR manager
5% 0%
9% Java trainer
9%
Android trainer
18%
18% Networking administrartion
PHP trainer

4% Business Development Manager

14%
18% Marketing Manager
Accountant

5% Lecturer
Other

INTERPRETATION

The chart no 6 depicts that majority 18% respondents java trainer and networking administration and
marketing manager,, followed by 14%respondents Business development manager , 9% respondents
accountant and hr manager and followed by 5%respondents php trainer and android and minority 4%
responded lecturer .
7.

No. of
Option respondents Total no. of respondents Percentage
Definitely yes 50 100
Some what 35 100
Definitely,
not 15 100
Can't say 0 100

Do you known marketiing and can answer

some multiple choice questions based on
market?
0% 0%
0%
0% 0% 0%
15%

50%
Definitely yes
Some what
35% Definitely,not
Can't say

INTERPRETATION

The chart no 7 depicts that majority 50% respondents say definitely yes , followed by 35%respondents
say some what, and minority 15% respondents defintely.

8.
 No. of
Option respondents Total no. of respondents Percentage
Increasing
sales 45 100
Brand
awareness 10 100
Both 25 100
Other 20 100

What is the purpose of marketing strategies for

your product/services?

20%

45%
Increasing sales
Brand awareness
25%
Both
Other
10%

INTERPRETATION

The chart no 8 depicts that majority 45% respondents of increase sales , followed by 25%respondents
choose the both , followed by 20% respondents of brand awareness ,and minority 10% respondents
choose other.

9.

No. of
Option respondents Total no. of respondents Percentage
Television 5 100
Digital/Internet 45 100
marketing
Social Media 5 100
All of these 40 100
Other 5 100

Which is the most trading channel,

industry is following to advertise?

5% 5%

Television
40% Digital/Internet marketing
45%
Social Media

5% All of these
Other

INTERPRETATION

The chart no 9 depicts that majority 45% respondents are digital marketing, followed by
40%respondents choose the all of these, and minority 5%respondents are choose the channel of
television and other and social media.
10.

No. of
Option respondents Total no. of respondents Percentage
Yourself 15 100
A professional advertising and maketing firm 45 100
Word of mouth from customers trainess 5 100
Other 35 100

For whom do you want to perform

marketing and advertising for your
business product/services?
0%
Yourself
15%
35%
A professional advertising
and maketing firm
45% Word of mouth from
customers trainess
5% Other

INTERPRETATION

The chart no 10 depicts that majority 45% respondents are prefer in advertising through a professional
advertising and marketing firm , followed by 35%respondents choose other , followed by 15%
respondents choose yourself and minority 5%respondents are choose the word of mouth from
customers trainees.
11.

No. of
Option respondents Total no. of respondents Percentage
Short time clients,1days-90days 20 100
Medium term 3-12 months 10 100
Long term more than 1 year 50 100
Never differentiated 20 100

Who are the primary target buyers?

0%
Short time clients,1days-
20% 20% 90days

10% Medium term 3-12

months
Ling term more than 1
50% year
Never differntiated

INTERPRETATION

The chart no 11 depicts that majority 50% respondents are long term , followed by 20%respondents
choose the short term and never differentiated , and minority 10%respondents are choose the medium
term.

12.

No. of
Option respondents Total no. of respondents Percentage
Short time clients,1days-90days 20 100 20%
Medium term 3-12 months 45 100 45%
Ling term more than 1 year 30 100 30%
Never differntiated 5 100 5%

Who are your secondary target

buyers?
0%
5%
Short time clients,1days-
20% 90days
30%
Medium term 3-12
months
Ling term more than 1
45%
year
Never differntiated

INTERPRETATION

The chart no 12 depicts that majority 45% respondents are medium term , followed by 30%respondents
choose the long term ,and 20%respondents are short term , and minority 5%respondents are choose
the never differentiated,.

13.

No. of
Option respondents Total no. of respondents Percentage
Local state level 20 100 20%
 National level 50 100 50%
International level 25 100 25%
All of these 5 100 5%

Who are your secondary target

buyers?
5% 0%

20%
25%
Local state level
National level
International level
50%
All of these

INTERPRETATION

The chart no 13 depicts that majority 50% respondents are national level , followed by 25%respondents
choose the international level ,and 20%respondents are choose local state level , and minority
5%respondents are choose the all of these,.

14.

No. of
Option respondents Total no. of respondents Percentage
Local area 15 100 15%
At National level 10 100 10%
At International level 50 100 50%
All of these 25 100 25%

Where will you be selling your

product or services?
0%
15%
25%
10% Local area
At National level
At International level
50% All of these

INTERPRETATION

The chart no 14depicts that majority 50% respondents are international level , followed by
25%respondents choose the all of these ,and 15%respondents are choose local area , and minority
10%respondents are choose the national level..
15.

No. of
Option respondents Total no. of respondents Percentage
National level 5 100 5%
International level 45 100 45%
North india 25 100 25%
All of these 25 100 25%

Which scale level is audience more

preferable for selling
products/services?
0% 5%

25%
National level

45% International level

25% North india
All of these

INTERPRETATION

The chart no 15depicts that majority 45% respondents are international level, followed by
25%respondents choose the all of these and north india , and minority 5%respondents are choose the
national level..

16.
 No. of
Option respondents Total no. of respondents Percentage
1 Year 20 100 20%
3-5 years 40 100 40%
5-10 years 25 100 25%
More than 10 years 15 100 15%

0%

How long is your company involved

in with customers through this
business?
15% 20%
1 Year
25% 3-5 years

40% 5-10 years

More than 10 years

INTERPRETATION

The chart no 16depicts that majority 40% respondents are lies between 3-5 years , followed by
25%respondents choose the 5-10 years , followed by 20%1 year and minority 15%respondents are
choose the more than 10 years.

17.
 No. of
Option respondents Total no. of respondents Percentage
Tv viewers 5 100 5%
Social media 35 100 35%
Internet user 5 100 5%
All of these 55 100 55%

Which audience is targeted by IT

companies?
0%
5%

35% Tv viewers
55% Social media
Internet user
5%
All of these

INTERPRETATION

The chart no 17depicts that majority 55% respondents are choose all of these , followed by
35%respondents choose the social media , and minority 5%respondents are choose the internet user.
18.

No. of
Option respondents Total no. of respondents Percentage
Accountability toward customer requirement 30 100 30%
Quality services 55 100 55%
Providing value for money spent by customer 0 100 0%
All of these 15 100 15%

What emotion or sensations do you

want to convey as being associated
withyour product or services through
marketing activities?
0% Accountability toward
0%
15% customer requirement
30%
Quality services

55% Providing value for money

spent by customer
All of these

INTERPRETATION

The chart no 18 depicts that majority 55% respondents are quality services , followed by
30%respondents choose the accountability toward customer requirement , and minority
15%respondents are choose the all these.

19.

Option No. of Total no. of respondents Percentage

 respondents
The pricing strategy 50 100 50%
The quality services 5 100 5%
The durability of your product and services 10 100 10%
The adaptability of market strategies 35 100 35%

What do you think about your

product and services biggest selling
point throughout the past years?
0%
The pricing srtrategy
35%
50% The quality services

10% The durability of your

5% product and services
The adapatibility of
market strategies

INTERPRETATION

The chart no 19 depicts that majority 50% respondents are the pricing strategy , followed by
35%respondents choose the adaptability of market strategies , and followed by 10%respondents
choose the durability of product and services and minority 5%respondents are choose the quality
services.

20.

No. of
Option respondents Total no. of respondents Percentage
 Financial constraints 20 100 20%
In competent marketing team 25 100 25%
Inadequate access to markets 5 100 5%
Higher competitor 50 100 50%

What do you feel is the company is

most weakness in terms of
marketing?
0%
Financial constraints
20%
50% In competent marketing
team
25%
Inadequate access to
5% markets
Higher competitor

INTERPRETATION

The chart no 20 depicts that majority 50% respondents are the higher competitor , followed by
25%respondents choose in competent marketing team , and followed by 20%respondents choose the
financial constraints , and minority 5%respondents are choose the inadequate access to markets.
21.

Option No. of respondents Total no. of respondents Percentage

Regular customer ,walk in at solitaire Infosys 20 100 20%
Page views 20 100 20%
Search engine 10 100 10%
All of these 50 100 50%
Other 0 100 0%

How do you measures marketing

investment and its outcomes?
0% Regular customer ,walk in
at solitaire infosys
20%
Page views
50%
20% Search engine
10%
All of these

Other

INTERPRETATION

The chart no 21 depicts that majority 50% respondents choose the all of these, followed by
20%respondents choose the regular customer, walk in at solitaire Infosys &page views, and minority
10%respondents are choose the search engine.
22.

Option No. of respondents Total no. of respondents Percentage

Simplicity 20 100 20%
Good price 20 100 20%
Both 10 100 10%
Other 50 100 50%

What are the marketing trends that

your target buyers are following?

20%

50% Simplicity

20% Good price

Both
10% Other

INTERPRETATION

The chart no 22 depicts that majority 50% respondents choose the option other, followed by
20%respondents choose the simplicity and good price , and minority 10%respondents are choose the
both.
23.

Option No. of respondents Total no. of respondents Percentage

By periodic sales 15 100 15%
By relying on past sales 15 100 15%
By maintaining market databases 65 100 65%
Other 5 100 5%

How does the company estimate its

market potential?
5%
By periodic sales
15%

15% By relying on past sales

65% By maintaining market

databases
Other

INTERPRETATION

The chart no 23 depicts that majority 65% respondents choose the maintaining market databases ,
followed by 15%respondents choose the periodic sales and relying on past sales, and minority
5%respondents are choose option other.
24.

No. of
Option respondents Total no. of respondents Percentage
Digital marketing via website 65 100 65%
Search engine, social media 10 100 10%
Direct marketing 15 100 15%
Relationship 10 100 10%
Inbound marketing 0 100 0%

What types of marketng strategy is

mostly preferred for product or
services?
0% Digital marketing via
10% website
15% Search engine, social
media
10%
65% Direct marketing

Relationship

Inbound marketing

INTERPRETATION

The chart no 24 depicts that majority 65% respondents choose the digital marketing, followed by
15%respondents choose the direct marketing, and minority 10%respondents are chosen search engine
and relationship.
25.

No. of
Option respondents Total no. of respondents Percentage
Definitely yes 95 100 95%
Some what 5 100 5%
Definitely not 0 100 0%
Can't say 0 100 0%

Is your marketing strategies are the

effective for the company to retain
customers?
0%0% 0%
5%

Defintely yes
Some what
Defintely not
95% Can't say

INTERPRETATION

The chart no 2 5depicts that majority 95% respondents choose the option definitely, and minority
5%respondents are chosen the somewhat option.
26.

No. of
Option respondents Total no. of respondents Percentage
Just offering deal 20 100 20%
By emotional or sensational message
conveying 5 100 5%
Better offer sale services 65 100 65%
All of these 10 100 10%

How marketing activities bulid better

relation wih customers?

10% 0%
Just offering deal
20%
5% By emotional or senstional
message conveying
Better offer sale services

All of these
65%

INTERPRETATION

The chart no 26 depicts that majority 65% respondents choose the better offer sale services, followed by
20%respondents choose the just offering deal, followed by 10% respondents are choose the all of these
, and minority 5%respondents are by emotional or sensational message conveying.
27.

Option No. of respondents Total no. of respondents Percentage

Highly satisfied 15 100 15%
Satisfied 75 100 75%
Moderate 10 100 10%
Dissatisfied 0 100 0%
Highly dissatisfied 0 100 0%

Which type of response you get from

the consumers of your
product/services?
0% 0%
10% 15% Highly satisfied
Satisfied
Moderate
75% Dissatisfied
Highly dissatisfied

INTERPRETATION

The chart no 27 depicts that majority 75% respondents are satisfied, followed by 15% respondents are
the highly satisfied and minority 10% respondents are the moderate.
28.

No. of
Option respondents Total no. of respondents Percentage
Always 75 100 75%
Often 10 100 10%
Sometimes 15 100 15%
Never 0 100 0%

Do customer visit again infosys after

his/her first deals?
0%
0%
15%
10% Always
Often

75% Sometimes
Never

INTERPRETATION

The chart no 28 depicts that majority 75% respondents prefer always, followed by 15%respondents
choose the sometimes , and minority 10%respondents are chosen the often.
FINDINGS AND SUGGESTIONS
 FINDINGS

1.) It is found that majority of 80% respondents are under 13-26 years and minority of 5%
respondents are under 45-65 years
2.) The 45% respondents agree with the purpose of increasing sales with marketing
strategy and 10% respondents prefer to brand awareness.
3.) The 50% respondents think that the biggest selling point throughout the past years is
through the pricing strategy.
4.) We find that 45% respondents preferable for selling products /services international
level.
5.) We see that 55%respondendents are the audience is targeted by TV viewers and
internet and social media.
6.) We find that companies estimate its market potential by maintaining market databases.
7.) It is found 65% respondents choose the marketing strategy type digital marketing and
10% through social media and relationship.
8.) We find that the respondents marketing trends that buyer are following that is
simplicity and good price.
 Suggestions

1) Spread the Wealth

It seems as if a new online platform is being introduced every few months, which means that
your audience may not be getting their news and information in the same places they were just
a short time ago. Don’t pigeon-hole your marketing efforts into one area. Even if you’ve been
successful there previously, if you’re putting all of your eggs into one basket, eventually it’s
going to come back to bite you. Research all of your available avenues, experiment with new
channels, and then track key performance indicators (KPIs) so you know what's working.

2) Align Strategies

Marketing is not one-size-fits-all. What works for one organization may turn out to be a complete
flop for another. The best way to develop and execute a successful marketing plan is to align
your marketing strategy with your business strategy. Next, develop strategies for the functional
areas within marketing that align with the marketing strategy. Alignment not only gets everyone
on the same page and increases efficiency, it also significantly increases your odds of helping
the business to meet or exceed its goals.

3) Analyze the Competition

Most businesses are doing competitive analysis, but this typically doesn’t go much beyond
checking out their products and/or services and keeping an eye on what they’re up to from afar.
If you really want to get a leg up, you have to delve deeper. Tap into your existing customers
and ask them what they perceive to be the real differences between what you and your
competitors have to offer. They’ll appreciate your concern and you’ll get real-time feedback on
how you can improve on your own marketing efforts.

 Run a competitive link analysis using tools

 Put competitor URLs into Ad words keyword tool for content ideas.
 Pick a fight. Rivalry games are always sell outs.
 Secret shop your competitors offerings.

4) Provide Value

These stats speak volumes to the low opinion many consumers have about brands. By

focusing on providing value to your audience - through content, offers, and support – you can

change this view and gain a significant competitive differentiator. As a bonus, the more valued
your customers feel, the more likely they are to recommend your brand to customers, friends,

family, colleagues, and others.

5) Build Relationships

Successful marketing is not only about driving as many new sales as possible, but rather

developing and nurturing long-term relationships based on trust that earn you brand preference,

repeat business, and brand ambassadors. That’s one of the reasons social media marketing is

so powerful. You should strive to make your marketing efforts as personal as possible, and to

engage as often, and as quickly, as your customers want and deserve. Show customers and

potential customers that you truly care, and your marketing will be exponentially more

successful.
 LIMITATIONS OF STUDY

1.Since the survey conducted involved a great deal of human perceptions, the result might be
biased.

2.The data from the sample may not reflect the universe since it is restricted only to few
customers/employees.

3.As the topic is wide so all the matters regarding the study could not be analyzed.

4.There was limited time for the research.

5.Sometimes customers didn’t respond with sincerity and concentration.

6.I had to face some limitation to collect some information about (topic) as these were not so
available for the general public.
 CONCLUSION

MARKETING IS the most exciting of all business sports. It is the heartbeat of every successful
business. It is continually changing in response to the explosion of information, the expansion of
technology, and the aggressiveness of competition, at all levels and everywhere.

All business strategy is marketing strategy. Your ability to think clearly and well about the very
best marketing strategies, and to continually change and upgrade your activities, is the key to the
future of your business.

Fortunately, like all business skills, marketing can be learned by practice, experimentation, and
continually making mistakes. The key is to test, test, and test. And whatever marketing strategy
is working for you today, no matter how.
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12.) https://www.business.gov.au/info/plan-and-start/develop-your-business-plans/marketing/why-
do-i-need-a-marketing-plan
13.) https://marketingforbeginner.blogspot.in/2011/01/marketing-scope-definition-and.html
14.) https://www.slinfy.com/about-us/
15.) https://www.appfutura.com/developers/rajesh-sharma
16.) http://www.gianfagnamarketing.com/blog/2011/03/01/40-questions-for-a-smarter-marketing-
strategy/
17.) https://www.google.co.in/imgres?imgurl=http://www.easy-marketing-strategies.com/images/
18.) https://www.potential.com/articles/introduction-digital-marketing
19.) https://blog.hubspot.com/marketing/what-is-digital-marketing
 ANNEXTURE

. 1. Age of respondents.
A.)13-25
B.)25-45
C.)45-65
D.)Above 65 years

2. Gender of respondent
A.)Male
b.) Female

3. Marital status
A.)Married
B.)Unmarried
C.)Divorce

4 Annual income

a) below10,000
b) 10,000-50,000
c) 50,000-1,00,000
d) 1,00,000-5,00,000
e) Above 5,00,000

5 Education qualification
a.)Secondary level
b.)Graduation
c.)Post graduation
d.)PhD
e.)None of these

6. Job profile of employee

a.) hr manager
 b.)Java trainer
c.)Android trainer
d.)Networking trainer
e.)PHP trainer
f.)Business development manager
g.)Marketing manager
h.)Accountant

i.)Lecture
j.)Other

7. Do you known marketing and can answer some multiple choice questions based on market?
a.) Definitely, Yes
b) Some what
c.)Definitely, Not
d.)Can’t say

8. What is the purpose of marketing strategies for your product /services?

a) Increase sales
b) Brand awareness
c) Both
d) Other

9. Which is the most trading channel, industry is following to advertise?

a) Television
b) Digital /internet marketing via website search engine
c) Social media
d) all of these
e) Other
10. For whom do you want to perform marketing and advertising for your business product
/services?
a) Yourself
b)A professional advertising and marketing firm.
c.)Word of mouth from customers’ trainees
d.)Other
11. Who are the primary target buyers?
a.)Short term clients, 1days-90days
b.)Medium term 3-12 months
c.)Long term more than 1 year
 d.)Never differentiated

12. Who are your secondary target buyers?

a.)Short term clients, 1days-90days
b.)Medium term 3-12 months
c.)Long term more than 1 year
d.)Never differentiated?

13. Which competitor are targeting by you through current marketing strategies?
a.)Local state level
b.)International level
c.)At national level
e.)All these
14. Where will you be selling your product or services?
a.)Local area
b.)At national level
c.)At international level
d.)All of these

15. Which scale level is audience more preferable for selling products/services?
a.)National level
b.)International level
c.)North India
d.)all these

16. How long is your company involved in with customers through this business?
a.)1 year
b.)3-5 years
c.)5-10 years
d.)More than 10 years

17. Which audience is targeted by IT companies?

a.)TV viewers
b.)Social media
c.)Internet user
d.)All of these
18. What emotion or sensations do you want to convey as being associated with your
product or services through marketing activities?
a.)Accountability toward customer requirement
 b.)Quality services
c.)Providing value for money spent by customer
d.)All of these

19. What do you think about your product and services biggest selling point throughout the
past years?
a.)The pricing strategy
b.)The quality services
c.)The durability of your product and services
d.)The adaptability of market strategies

20. What do you feel is the company is most weakness in terms of marketing?
a.)Financial constraints
b.)in competent marketing team
c.)Inadequate access to markets
d.)Higher competitor

21. How do you measures marketing investment and its outcomes?

a.)Regular, customer, walk in at solitaire Infosys
b.)Page views
c.)Search engine traffic
d.)All of these
d.)Other

22 . What are the marketing trends that your target buyers are following?
a.)Simplicity
b.)Good price
c.)Both
d.)Other

23. How does the company estimate its market potential?

a.)By periodic sales
b.)By relying on past sales
c.)By maintaining market databases
d.)Other

24. What types of marketing strategy is mostly preferred for product or services?
a.)Digital marketing via website, search
b.)engine, social media
 c.)Direct marketing
d.)Relationship
e.)Inbound marketing

25. Is your marketing strategies are the effective for the company to retain customers?
1.) Definitely, Yes
2.) Some what
3.) Definitely, Not
4.) Can’t say

26. How marketing activities build better relation with customers?

a.)Just offering deal
b.)By emotional or sensational message conveying
c.)better after sale services
d.)All of these

27. Which type of response you get from the consumers of your product/services?
a.)Highly satisfied
b.)Satisfied
c.)Moderate
d.)Dissatisfied
e.)Highly dissatisfied

28. Do customer visit again solitaire Infosys after his/her first deals?

a.)Always
b.)Often
c.)Sometimes
d.)Never