Summer Internship Report - Email and Mobile Marketing

Project Report On

Mobile & Email Marketing Opportunities Opportunities with reference to Retail Industry Submitted in partial fulfillment of the requirements for the award of the Degree of

P.G.D.M 2011-13

GLOBAL INSTITUTE OF MANAGEMENT AND TECHNOLOGY PLOT 1-A, SECTOR-62, NOIDA

SUBMITTED BY: Preeti Jyoti PGDM (2011-2013) A2011/017

Industry Guide:

Faculty Guide:

Mr. Amit Bhawik

Mrs. Suksham Aneja

Business Development Manager

Astt. Prof (Finance)

Syntellinex

GIMT, NOIDA

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Acknowledgment This project report is an outcome of the genuine support of many well-wishers, friends and it is because of the co-operation that I received from various ends that this report has attained the shape that it deserves. I would like to extend my sincere thanks to all of them.

I am highly indebted to Mr. Amit Bhawik his guidan guidance ce and and Bhawik my project project guide at Syntelline Syntellinex x for his constant supervision as well as for providing necessary information regarding the project and also for his support in completing the the project.

I would like to express my special gratitude and thanks to Mrs. Suksham Aneja, Asst. Professor

(Finance) at GIMT Noida for giving me such attention and time.

My thanks and appreciations also go to my colleague (Syntellinex) in developing the project and people who have willingly helped me out with their abilities.

Thanking you

Preeti Jyoti (A2011/017) PGDM





















Table of Contents Acknowledgment ................................................................................................................................... 3 1

I n t ro r o du d u ct ct i on on & Ex Ex ec ecu t iv i v e Su m m a ry r y .............................................................................................. 7

2

Re se a r ch ch M e t ho h o do d o lo lo gy gy ................................................................................................................ 12

3

2.1

Obj ect ives of th e St ud y ................. ....................... .............. .............. .............. .............. .............. .............. ............ .............. ............. .............. .............. ........... ...... 12

2.2

Form ulat ion of Hyp ot he sis.................... sis............................ .............. .............. .............. .............. .............. .............. ................ .............. .............. .............. ........ 13

2.3

Resear Resear ch Design .............. .................... .............. .............. .............. .............. .............. .............. .............. .............. ............ .............. ............. .............. .............. ........... ...... 15

2.4

Sam ple Design .......... ................. ............. .............. .............. .............. .............. .............. .............. .............. ................ .............. .............. .............. .............. .............. ......... ... 17

2.5

Scop e of St St ud y ............. ...................... .............. ............. .............. ............ .............. .............. .............. ............. .............. .............. .............. ................. .............. ............. ....... 19

2.6

Resear Resear ch Limit at ion s .............. ...................... .............. .............. .............. .............. ................. .............. .............. ............... ............ .............. .............. .............. .......... 20

Cr iti t i ca ca l Re Re v ie ie w o f Li Li t er e r at at u re r e ........................................................................................................ 22 3.1

Research on M obile in Retail by Global Language Language o f Business ....... .......... ....... ....... ...... ...... ....... ........ ....... ...... ....... ....... ... 22

3.2

M ob ile Advert ising – 2020 Vision by Ogilvy Ogilvy and Acision Acision ........ .......... ...... ........ ........ ...... ...... ........ ....... ...... ....... ....... ...... ....... ...... .. 23

3.3

India e-M arket ing Out look 201 2 by Octane Research Research ...... .......... ........ ........ ....... ....... ........ ........ ...... ...... ........ ....... ...... ....... ........ .... 25

3.4

M ark et ing Platfo rm s/ Tools.................. Tools.......................... .............. .............. .............. .............. ................ .............. .............. .............. .............. .............. ......... ... 27

3.5

M ob ile M arke ti ng ............. ...................... .............. ............. .............. .............. .............. .............. ............... ............. .............. .............. .............. .............. .............. .......... 29

3.6

Em ail M arke t ing.................. ing.......................... .............. .............. ............. .............. .............. ............ ............... ............. ............. .............. .............. .............. .............. .......... 31

3.7

M ob ile Platfo rm s ................. ....................... .............. .............. ............ .............. .............. .............. .............. .............. .............. .............. ................ .............. ............. ....... 34





















4.3

M ark et ing Comp ani es ................. ....................... .............. .............. ............ .............. .............. .............. ............. .............. .............. .............. ................. ............. ..... 47

4.4

Em ail M arke t ing Com Com pan ies/ Pricing ............... ....................... .............. ............ .............. ............. .............. .............. .............. ................. ............. ..... 52

5

Fi nd nd i ng ngs a n d An An al al y si si s................................................................................................................... s................................................................................................................... 57

6

Co n cl cl u si si o n s, s, Su gg gge st st i o n s & Li Li m i t a t i o n s...................................................................................... s ...................................................................................... 66 6.1

Con clusion s/ Sugge stio ns ............... ....................... ................ .............. .............. .............. .............. .............. .............. ................ .............. .............. .............. ........ 66

6.2

Limit at ion s ............... ...................... .............. ............. ............... .............. ............. .............. .............. .............. ............ .............. ............. .............. .............. ............. .............. ...... 67

7

B i b l i o g r a p h y ................................................................................................................................. 69

8

A n n e x u r e ...................................................................................................................................... 71

9

Ca se St u d y .................................................................................................................................... 77

10 Synop sis of t he Project ................................................................................................................. 80

Figure 1: Formulation of Hypothesis .................................................................................................... 13 Figure 2: Research Design Interaction ................................................................................................. 15 Figure 3: Methods of Sampling ............................................................................................................ 17 Figure 4: Business Categories Distribution .......................................................................................... 58 Figure 5: Supported Mobile Platforms Distribution ............................................................................. 60 Figure 6: Market Share Mobile Platforms ............................................................................................ 61 Figure 7: Marketing Platforms Distribution ......................................................................................... 63





















Chapter 1 INTRODUCTION & EXECUTIVE SUMMARY























1 Introd Introducti uction on & Executi Executive ve Sum Summary mary 1.1 1.1 In Intr trod oduc ucti tion on Terms like mobile commerce and mobile marketing have created a huge buzz. buzz. If businesses could use mobile phones to reach consumers consumers anytime, anywhere, it would fundamentally fundamentally change how they they do business.

However, today mobile still represents a tiny channel for most companies. Juniper Research estimates most consumer products companies companies spend less than 1% of their total advertising advertising budget on mobile. This will change and the change will likely be even faster and more dramatic than the initial wave of mobile phone adoption that today means over 4 billion people use a mobile phone. phone. The success of Apple’s App Store, providing mobile applications for the iPhone, shows how quickly technology can be adopted adopted by consumers consumers..

These innovations significantly impacts dynamics of retail industry in coming future. It would be interesting to explore

how consumers equipped with modern modern mobile phones phones connected to the





















environment. Over the years, retailers have learned how to design that environment to better meet shopper needs and to drive sales.

In the future, all of retail touch points for consumers could have a mobile element. From the research work available in the mobile space, one can identify the emerging applications that will enable enable shoppers shoppers to have richer interacti interactions. ons. These interactio interaction n points enable enable scope for Mobile Marketing Marketing to be highly effective effective tool in retail for marketers in future.

Email Marketing is also gaining huge popularity among retail marketers with improved internet connectivity of the consumer in today’s today’s world. Email marketing is used in a number of ways ways by organizations and marketers for brand and customer loyalty building, acquiring or converting customers, company advertisements, or for communicating promotional offers and more. .





















1.2 1.2 Execu Executi tive ve Su Summa mmary ry This report was commissioned as part of the summer internship project for Consensys Solutions Solutions India Pvt Ltd Ltd (Synte (Syntelli llinex nex)) to identi identify fy opport opportuni unitie tiess for Mobile Mobile Market Marketing ing and and Email Marke Marketin ting g in the retail industry across the globe.

The research was focused on primarily exploring following information: 

Mobile Marketing Companies in Retail and their business areas,



Marketing Platforms Tools used by Marketing Companies in Retail,



Mobile Platforms supported by Mobile Mobile Marketing Companies Companies and



Email Marketing Companies and General Pricing

The data for the research was primarily collected from the National Retail Federation 2013 official site and general Internet search using search engine such as Google, Professional networking sites Linked Linked In and and Myntra.com Myntra.com.. Corporate Corporate web web sites sites of the compan companies ies were explored explored for for product product offerings, pricing and mobile/marketing platforms supported.

On analysis of data collected collected it was noted that that Android and iOS based mobile marketing marketing solutions





















Based on the research findings, it was concluded that Email marketing was among the most widely used marketing tool tool by the marketing marketing companies in the retail sector. E mail Marketing pricing offering is very competitive in Asia Pacific region so most of the companies price quotation are on the average range and very similar. The real differentiators are the service offerings and access to Email address list with demographic details.





















Chapter 2 RESEARCH METHODLOGY 2.1 Objectives of the Study 2.2 Hypothesis 2.3 Research Design 2.4 Sample Design 2.5 Scope of the Study 2.6 Research Limitations























2 Resea Researrch Meth Methodo odolo logy gy 2.1 2.1 Obje Object ctiv ives es of of the the Stud Study y Primary Objectives: 

To identify opportunities opportunities for Mobile Marketing in the Retail Industry.



To identify opportunities opportunities for Email Marketing in the Retail Industry.

Secondary Objectives: 

To study profiles profiles of mobile mobile solution solution providers providers participatin participating g in National National Retail Retail Federation Federation 2013 along with their business categories, categories, solutions and supported mobile platforms in order to identify identify mobile marketing opportunities.





















2.2 Formul Formulati ation on of Hypoth Hypothesi esiss Hypothesis is a tentative theory or supposition provisionally adopted to explain certain facts and guide the investigation of others. It is a tentative and declarative statement formulated to be tested describing relationship between concepts. Hypothesis is a statement of predicated outcomes of the research. A hypothesis is proposition proposition which the researcher wants to verify. verify.

Idea

Generate Hypothesis





















There are a lot lot of open/unex open/unexploite ploited d opportuni opportunities ties existing existing in the mobile mobile and email email marketing marketing in the the Retail Industry. The purpose of this research is to establish the hypothesis by identifying opportunities and trends.

Research Hypothesis: 

With new trend of more and more users switching to smart phones across the world, there is larger audience for marketing on mobile in general.



There is strong mobile application development community which is enabling increased consumer presence on mobile because of applications such as Facebook, Facebook, twitter etc.



Email and Mobile Marketing adoption in retail industry is quite likely because of the online





















2.3 2.3 Rese Resear arch ch Desi Design gn The research design is the concept al structure within which research is conduct d. It is a plan of action, a plan of collecting and anal sing data in economic, efficient efficient and relevant

anner. It contains

the blue print for the collection, measurement & analysis of data. The prop osed study is an exploratory cum descriptive.

escriptive Research





















Exploratory Research is designed to generate basic knowledge, clarify relevant issues uncover variables associated with a problem, uncover information information needs and define research objectives. objectives. This research used this exploratory design to explore explore information on on mobile and marketing companies in preliminary stage, broad sources of of information information were were identified and then retail industry. On the preliminary each of those information were studied/explored in detail to find out specific details such as product offerings, supported supported platforms and business solutions. Most of the research design was based on

secondary data sources .

Descriptive Research is designed to provide further insight into the research problem by describing the variables of interest. It can be used for profiling, defining defining segmentation, estimating, predicting predicting and examining associative relationships. This research used used descriptive research design for for getting exact information on price quotation on email marketing in Asia Pacific region. This region was























2.4 2.4 Samp Sample le Desi Design gn Sampling Sampling is the selection selection of of some p rt of an aggregate or totality on the basis of w ich a judgment or inference about the aggregate or tot lity is made. Generally, sampling methods can be categorized as probability and non-probability sam ling method.

Sample Design

Probability Methods

ample

Sim ple Rand Rand om Syste yste m atic Rand Rand om





















much information a sample can provide about the population. Information about the relationship between sample and population population is limited, making it difficult to extrapolate from the sample to the population.

For the purpose of this research, sample was chosen as all the participant companies for National Retail Federation 2013 expo.





















2.5 2.5 Scop Scopee of Stud Study y The study was carried out to identify opportunities of mobile and email marketing in the retail sector and at the time asses the competition for Syntellinex.

This research was done to collect the

information on current players/companies in mobile marketing & email marketing segment in the retail industry especially in North North America region, Asia Pacific region region and Middle East region. region. The companies under study were primarily scoped as all the companies participating in National Retail Federation 2013 expo.





















2.6 2.6 Rese Researc arch h Lim Limit itat ation ionss 

Research and analysis were based only on the secondary data available from the internet so any error in the data gathering by the t he original source may generate inaccurate results.



Non-Probability Sampling Technique was used for data collection so estimation of sampling errors was not possible. This leads to exclusion bias on the results based on the fact that how much information a sample can provide about population.











































3 Critic Critical al Review Review of Liter Literatu ature re























3.2 Mobile Mobile Advert Advertisi ising ng – 2020 Vision Vision by Ogilvy Ogilvy and Acision Acision Mobile advertising in 2020 will be mobile directed advertising which is selected and chosen by the























Implications for Operators:



Mobile advertising can unlock new revenue.























3.3 Ind India ia e-Mark e-Marketi eting ng Outl Outlook ook 2012 2012 by Octa Octane ne Rese Research arch Top 5 industry verticals in India in terms of e-marketing investment are:























SMS vs. vs. Email Email As a direct result of TRAI directive on usage of SMS for promotional messages, approximately











































































































































































































































































































































































































































































































































































































Findings: 

30% of the companies used iPhone as supported platforms for their solutions.



The companies using iPad and Android Android are are approximately approximately same (29%)



Blackberry OS is less popular compare to other platforms



Companies using other than these platforms are 29%.



Android has the highest market share in smartphone market globally, closely followed by iOS.





















Marketing Companies: Marketing platforms used by companies in the retail industry. industry. Total Companies: 112 Marketing Platforms

No. of Companies

SMS Marketing

35

Email Marketing

54

QR Codes

9

Web Marketing

42

Point of Sale

17

Direct Marketing

44

Bluetooth Marketing

7

Digital and Media Marketing

23

Database Marketing

10

Others

27

% of Companies using the different Marketing Platforms ) 60% % ( s 50% e i n 40% a p m30% o C 20% f o 10% . o N 0%

49% 40%

38% 32%

25%

24% 15% 4%

M S

S M

M

S

10%

8%

i l a M e

Q R

e b W

S P O

12%

h g o t d i a b a s e t i n e o e h k a a r e t l / M a t a

r s h e t O





















Findings: 

Most of the companies are engaged in email Marketing. Approximately 50% of the marketing companies are using email marketing.



The second most preferable marketing tools used by the companies are Direct Marketing and Web Marketing, which is about 40% and 38%.



32% of marketing marketing companies are using SMS Marketing.



24% of companies listed in NRF under Marketing categories are using Digital marketing or or Media marketing.



15% and 12% of companies are using POS and Database marketing.



Rest of the 8% and 4% of companies are using the QR codes and MMS marketing.



25% of companies are using the marketing tools other than these marketing platforms, which includeso

Online Marketing

o

E-Marketing

o

Online Payment etc.





















Chapter 6 CONCLUSIONS, SUGGESTIONS & LIMITATIONS 6.1 Conclusions/Suggestions

6.2 Limitations





















6 Conclus Conclusions ions,, Suggest Suggestion ionss & Limitatio Limitations ns 6.1 Conclu Conclusio sions/ ns/Sug Suggest gestion ionss 

By analyzing the data collected from the NRF, it was observed that most of the companies are in the Business categories of–In-Store and Merchandising. Few companies are in the categories of E-Commerce, Decision Support System, Security and Safety. Therefore, these are the gaps where one can be explored by new entrants.



Android and iOS based mobile marketing solutions were mostly offered in the retail industry



Android was identified as the most popular mobile platforms globally followed by iOS, so it’s recommended to offer mobile marketing solutions on these platforms.



Most of the Marketing companies are not using Mobile Marketing .There is an opportunity for the new entrants in this domain.



Email and Direct Marketing is still most preferable Marketing tool in the the retail industry.



E mail Marketing pricing offering is very competitive in Asia Pacific region so most of the companies price quotation are on the the average range and very similar. The real differentiators differentiators are the service offerings and access to Email address list with demographic details.























6.2 6.2 Li Limi mita tati tion onss 

Many companies did not provide product data on their web sites so this may lead to an inappropriate data analysis.



While collecting information on pricing quotations many companies did not respond to queries so findings do not include data of these companies.



Research and analysis were based only on the secondary data available from the internet so any error in the data gathering by the t he original source may generate inaccurate results.



Research was conducted mostly from the companies participating in NRF 2013 event so analysis and finding may not be representative of the t he actual facts.



Non-Probability Sampling Sampling Technique was used for data collection so estimation of sampling errors errors was not possible. possible. This leads leads to exclusion exclusion bias bias on the results results based on the the fact that how how much information a sample can provide about population.





















Chapter 7 BIBLIOGRAPHY





















7 Bib ibllio iogr grap aphy hy M obile in Retail Retail . (2010). Retrieved fro m Global Global Language of Business: Business: http :/ / w w w .gs1.org/ .gs1.org/ Case Stud Stud y:e-M y:e-M arketing Outlook . (2012). Retrieved Retrieved from Octane: ht tp :/ / octane.in/ research/ M a r k et et sh sh a r e - M o b i le le O S. (2012). Retr Retr ieved from IDC: IDC: Analyze Analyze th e Fut Fut ure: ht tp :/ / w w w.idc.com w.idc.com / About the Comp Comp any . (n.d.). (n.d.). Retr Retr ieved from Synt ellinex: ellinex: htt p:/ / w w w .syntellinex.com/ .syntellinex.com/ Com pan y List( List( 2013 Expo). Expo). (n.d.). (n.d.). Retrieved f rom Nation al Retail Retail Federat Federat ion: htt p:/ / w ww .nrf.com / Digital Retail Retail Ap ps . (n.d.). (n.d.). Retr ieved from Kiosk: Kiosk: w w w .kiosk.c .kiosk.com om Ema il M arketing . (n.d.). (n.d.). Retrieved Retrieved from Verifone Inc: htt p:/ / w w w.verifon e.com G.Vedamani, G. (2011). Retail M anagement. Delhi: Jaico Jaico Publishin g House. H o m e . (n.d.). Retr Retr ieved fro m CrossView, rossView, Inc.: htt p:/ / w w w .crossv .crossview iew .com .com M arketing Solutions Solutions . (n.d.). (n.d.). Retr Retr ieved from Zm ags Corp : ht tp :/ / w w w .zm .zm ags.c ags.com om M obile Advertising Advertising Vision Vision 2020 . (n.d.). (n.d.). Retrieved Retrieved f rom OgilvyOne OgilvyOne W orldw ide: htt p:/ / w w w.ogilvy.com w.ogilvy.com M obile Advertising Advertising Vision Vision 2020 . (n.d.). (n.d.). Retrieved Retrieved fro m Acision: Acision: ht tp :/ / w w w.acision.com w.acision.com / M obile Retail Retail Solution Solution s . (n.d.). Retrieved from Zebra Technologies: http :/ / ww w .zebra.com .zebra.com M obile Technology Technology . (n.d.). (n.d.). Retrieved Retrieved f rom Tim Tim e Trade: Trade: ht tp :/ / w w w.tim etrad e.com Point of Sale - M obile Offerings Offerings . (n.d.). (n.d.). Retrieved fro m Point o f Sale Sale Inc: Inc: w w w .erply.com .erply.com Product Inform ation . (n.d.). (n.d.). Retrieved fro m Retail Anywher e: http :/ / w w w .retailanywh ere.com





















Chapter 8 ANNEXURE





















8 Annexur e Annexure I: Questionnaire on Mobile Marketing

Dear Sir/Madam I am conducting a survey on “Mobile Marketing”. May I have five minutes of yours to fill-up the questionnaire?

___________________ Name (optional): ___________________

Sex: Male Female

years): Age (in years):

15 – 25 26 - 35 36 - 45 Above 50























3.) How often do you change or upgrade your cell phone? And why? a) b) c) d) e)

Monthly Less Less than than 1 yea yearr 1 to 3 years 3 to 5 year yearss More More than than 5 yea years rs

__________________________ ________________________________________ ____________________________ ____________________________ _____________________ _______

4.) What type(s) of Mobile Marketing have you used, or are you considering using, for your business? a) b) c) d) e) f) g) h) i)

S MS M MS Mobi Mobile le Web Web App Appli lica cati tion on Blueto Bluetooth oth/Pr /Proxi oximit mity y Market Marketing ing Loca Locati tion on base based d Marke Marketin ting g QR Co Codes Voice Mobi Mobile le Bann Banner er Adds Adds We are are not considerin considering g Mobile Mobile Marketi Marketing ng for for our our business. business.





















7.) How you do feel about mobile advertising overall? __________________________ ________________________________________ ____________________________ ____________________________ ___________________________ _____________ __________________________ ________________________________________ ____________________________ ___________________________ _____________

8.) How do you you feel when you receive unsolicited advertising on your cell phone? What if it is a coupon or discount for a place where you are shopping?

__________________________ ________________________________________ ____________________________ ____________________________ ___________________________ _____________ __________________________ ________________________________________ ____________________________ ________________________ __________

9.) What do you primarily use your mobile device for? a) Calls b) Text messag sages





















12.) Did you feel mobile ads will replace traditional ads? Why or why not? __________________________ ________________________________________ ____________________________ ____________________________ ___________________________ _____________ __________________________ ________________________________________ ____________________________ ____________________________ ______________

13.) What service or features on your phone do you think should be free? __________________________ ________________________________________ ____________________________ ____________________________ ___________________________ _____________ __________________________ ________________________________________ ____________________________ ____________________________ ______________

14.) What is your primary purpose for using internet on your mobile phone? a) b) c) d)

To brows rowsee web web To rea read New Newss To read read/s /sen end d ema email ilss To use online online applic applicati ations ons





















17.) What do you think about the rate of change change in regards to mobile devices and how can a mobile provider better ease their customers through it. __________________________ ________________________________________ ____________________________ ____________________________ ___________________________ _____________ __________________________ ________________________________________ ____________________________ ____________________________ ______________

(Thank you for spending your your valuable time for personal communication.) communication.)





















Chapter 9 CASE STUDY























9 Case ase Study About the Company Syntellinex is an agile global corporation that helps its clients deliver exceptional exceptional value in the new multi polar business world across diverse technology, domain and cultural platforms.

Our services range from traditional consulting engagements to diverse financial software





















Flexible Delivery Models The delivery and engagement model is simply what our Clients want it to be. From a simple Staff Augmentation arrangement arrangement to complete Product Development and and maintenance, it can make it work.

Syntellinex combines seamless offshore and onshore execution in an innovative manner to provide an optimum combination of cost reduction and turnaround times.

Industry Experience









































10 Syno ynopsi siss of of the the Proje roject ct Project Title: Marketing Research on “ Mobile and Email Marketing Opportunities with reference to Retail

Industry”.

Solutions India Pvt Ltd (Syntellinex) Name of the Company: Consensys Solutions

Summer Internship Report - Email and Mobile Marketing

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