PROJECT REPORT

ON
““A STUDY ON THE EFFECTIVENESS OF ONLINE
MARKETING WITH SPECIAL REFERENCE TO AMAZON”
SUBMITTED IN THE PARTIAL FULFILLMENT FOR THE
AWARD OF DEGREE OF
BACHELOR OF BUSINESS ADMINISTRATION
MAHARSHI DAYANAND UNIVERSITY (ROHTAK)

SUPERVISOR: SUBMITTED BY:

MS. BHANU STUDENT NAME: Raj Priye
Assistant Professor Regn.No: 2112191108
Department of Management BBA 6th Semester

St. Andrews Institute of Technology and Management

Maharshi Dayanand University
SESSION (2023-2024)

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 DECLARATION
I, Raj Priye, hereby declare that this project report entitled "A STUDY ON THE
EFFECTIVENESS OF ONLINE MARKETING WITH SPECIAL
REFERENCE TO AMAZON" being submitted in partial fulfilment for the award
of the degree of BBA is the original work carried out by me. It has not formed
the part of any other project work submitted for award of Bachelor degree either
in this or any other university.

Signature of the Candidate

Raj Priye

I clarify that the declaration made above by the candidate is true.

Signature of the Guide

MS. BHANU

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 BONAFIDE CERTIFICATE

This is to certify that the project report titled " A STUDY ON THE
EFFECTIVENESS OF ONLINE MARKETING WITH SPECIAL
REFERENCE TO AMAZON " is bonafide record of project work done by RAJ
PRIYE college roll no. 218005 of BBA during 3rd Year of 6th semester.

Signature of Project Guide

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 CERTIFICATE FROM THE HEAD OF DEPARTMENT

This is to certify that the project report titled “A STUDY ON THE

EFFECTIVENESS OF ONLINE MARKETING WITH SPECIAL
REFERENCE TO AMAZON", submitted by Raj Priye, bearing registration
number 2112191108, in partial fulfillment of the requirements for the completion
of the BBA 6th Semester at ST. Andrews Institute of Technology & Management,
has been examined and found to be satisfactory.
The project report has been carried out under the supervision of MS. BHANU,
Assistant Professor, and has been approved as meeting the academic standards
required for the successful completion of the Bachelor of Business
Administration.

I hereby endorse this project report and recommend it for evaluation.

Signature
Dr. Himani Kargeti
Head of Department of Management

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 ACKNOWLEDGEMENT

I would like to express my sincere gratitude to all those who have contributed to
the completion of this project report.
First and foremost, I would like to thank MS. BHANU, Assistant Professor, for
their invaluable guidance, support, and encouragement throughout the duration
of this project. Their expertise, patience, and willingness to share knowledge have
been instrumental in shaping this report.
I would like to extend my thanks to our Director Dr(Prof). Rakesh Rajpal, Dr.
Puneet Garg (Dean of Academics) and Dr. Himani Kargeti (HOD
Management), for their support and approval of this project. Their confidence in
my abilities has been a source of motivation throughout this endeavor.
I extend my appreciation to the faculty members of the Management Department
for their valuable insights and feedback during the course of this project. Their
constructive criticism has helped improve the quality and depth of this report.
Finally, I am deeply grateful to my family and friends for their unwavering
encouragement, understanding, and patience during this time. Their love and
support have been the driving force behind my efforts.
Thank you to everyone who has played a part in the completion of this project.
Your contributions are truly appreciated.

Raj Priye
ST. Andrews Institute of Technology & Management.

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 INDEX
S.No Particular Page no.

1. Introduction 07-10

2. Company Profile 11-32

3. Literature Review 33-36

4. Research Study 37-39

5. Research Methodology 40-41

6. SWOT Analysis Of Amazon 42-46

7. Data Analysis and Interpretations 47-61

8. Finding and Conclusion 62-66

9. Suggestion 67-68

10. Bibliography 69-70

11. Appendices 71-74

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 CHAPTER 1
INTRODUCTION

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 CHAPTER 1
INTRODUCTION

Online Marketing is the art and science of selling products and services over
digital networks, such as the Internet and cellular phone networks. Online
marketing is one type of marketing being widely used to promote products or
services and to reach consumers using digital channels. Online marketing
extends beyond Internet marketing including channels that do not require the
use of the Internet. Here we trying to understand the effectiveness of online
marketing at Amazon. How only market behavior concerning Amazon. This
project is based on both types of data primary data and secondary data from the
research findings, it was revealed that online marketing is effective in the
integrated marketing communication strategy of the organization by increasing
brand awareness, improving customer satisfaction, easy integration and
management, and facilitates automation of marketing activities. It was equally
revealed that integrated marketing online effectiveness can be measured using
several metrics including consumer interaction on site, number of repeated
visits, sales volume, and profits among others. The researcher also discovered
that the trending online marketing tools employed by most organizations
include, e-mail marketing, social media marketing, search engine marketing,
artificial intelligence, and chatbot among others.

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Advantages of Online Marketing
One of the most important advantages is the fast availability of the
information. The clients/users can easily get information, by
navigating the internet, about the products that they wish to purchase,
and besides that, they can check the information at any time of the
day.
 It allows the companies to save money, an aspect that is
really taken into account by the companies since the online
marketing campaigns don’t require a large amount of
investment.
 The previous mentioned aspect, gives less importance to
the differences between large and small companies in
some way, thus increasing the competition and giving that
way advantages to the customers.
 Presence on the Internet can help the expansion of the
company from a local market to national and international
markets at the same time, offering almost infinite
expanding possibilities.
 On the internet everything can be measured, thus it’s
easier for the companies to know almost instantly if their
campaign is working or not, what company or user is
interested in their products, from what cities or countries
are they, etc.

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Disadvantages of Online Marketing

 Slow internet connections can cause difficulties. If the

companies build too complex or too large websites, it will take
too long for users to check them or download them and they will
get bored eventually.

 The e-commerce doesn’t allow the user “to touch” the

merchandise before purchasing it. Because of this, some
salesmen are starting to guarantee the possibility of returning the
product. In Germany, where a law that regulates ecommerce and
guarantees the customers the total refund of the money exists
since 2000, the electronic commerce is very popular.

 Other factor is the payment: many users still don’t trust in the
electronic methods of paying and give up buying online because
of this.

 One of the major disadvantages may be the lack of trust of the

users because of the constant virtual promotions that appear to
be frauds. This is an aspect that deteriorates the image and
reputation of quality and honest companies.

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 CHAPTER 2
COMPANY PROFILE

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 CHAPTER 2
COMPANY PROFILE

Amazon.com is an American multinational technology company which focuses

on e-commerce cloud computing, digital streaming, and artificial intelligence. It
has been referred to as "one of the most influential economic and cultural forces
in the world", and the world’s most valuable brand. It is one of the big five
American information technology companies alongside alphabet (Google),
apple, meta (Facebook), and Microsoft.
Jeff Bezos founded Amazon from his garage in Bellevue Washington, on July 5,
1994. Initially an online marketplace for books, it has expanded into a multitude
of product categories: a strategy that has earned it the moniker The Everything
Store. It has multiple subsidiaries including Amazon Web Services (cloud
computing), Zoox (autonomous vehicles), Kuiper Systems (satellite Internet),
Amazon Lab126 (computer hardware R&D). Its other subsidiaries include Ring,
Twitch, IMDb and Whole Foods Market. Its acquisition of Whole Foods in
August 2017 for US$13.4 billion substantially increased its footprint as a

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physical retailer. Amazon has earned a reputation as a disruptor of well-
established industries through technological innovation and mass scale.
As of 2021, it is the world's largest Internet company, online marketplace, AI
assistant provider, cloud computing platform, and live-streaming service as
measured by revenue and market share. In 2021, it surpassed Walmart as the
world's largest retailer outside of China, driven in large part by its paid
subscription plan, Amazon Prime, which has over 200 million subscribers
worldwide. It is the second-largest private employer in the United States.
Amazon also distributes a variety of downloadable and streaming content
through its Amazon Prime Video, Amazon Music, Twitch, and Audible units. It
publishes books through its publishing arm, Amazon Publishing, film and
television content through Amazon Studios, and is currently acquiring film and
television studio Metro Goldwyn-Mayer. It also produces consumer electronics
most notably, Kindle readers, Echo devices, Fire tablets, and Fire TV. Amazon
has been criticized for practices including technological surveillance overreach,
a hyper-competitive and demanding work culture, tax avoidance, and
anticompetitive behavior.

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 AMAZON COMPANY

Trade name Amazon

Formerly Cadabra (19994-1995)

Type Public

Industry E-commerce,
Cloud Computing,
Artificial electronics,
Entertainment,
Digital distribution,
Self-Driving cars,
Supermarket.
Founded July 5,1994 (27 year ago)
Bellevue, Washington, U.S.
Founder Jeff Bezos
Headquarters Seattle, Washington, U.S.

Area served Worldwide

Products Echo,
Fire Tablet,
Fire TV,
Fire OS,
Kindle.
Revenue US$469.822 billion

Operating income US$24.879 billion

Net income US$33.364 billion

Total assets US$420.549 billion

Total equity US$138.245 billion

Owner Jeff Bezos (14% of voting power,
10.6% economic interest)
Numbers of employees 1,608,000(Dec 2021) U.S.:
950,000(Jan 2021)

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 History Of Amazon

Amazon founder Jeff Bezos

The company largest campus Outside the U.S. was inaugurated in

Hyderabad, India

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Jeff Bezos founded Amazon in July 1994, choosing Seattle for its abundance
of technical talent, as Microsoft was in the area. Mackenzie Scott was also
instrumental in its founding, and drove across the country with Bezos to start it.
When Scott graduated, she applied to work for D. E. Shaw & Co., a quantitative
hedge fund in New York City, as a research associate to "pay the bills while
working on her novels". Bezos, then a vice-president at the firm, met her when
he interviewed her.
Amazon went public in May 1997. It began selling music and videos in 1998,
and began international operations by acquiring online sellers of books in the
United Kingdom and Germany. The following year, it began selling items
including video games, consumer electronics, home improvement items,
software, games, and toys.
In 2002 it launched Amazon Web Services (AWS), which provided data on
website popularity, Internet traffic patterns, and other statistics for marketers
and developers. In 2006, it grew its AWS portfolio when Elastic Compute
Cloud (EC2), which rented computer processing power, provided Simple
Storage Service (S3), and rented data storage via the Internet, also became
available. That year, Amazon also started fulfillment by Amazon which allowed
individuals and small companies to sell items through the company's Internet
site. In 2012, Amazon bought Kiva Systems to automate its inventory
management business. It purchased the Whole Foods Market supermarket chain
in 2017.
On February 2, 2021, Amazon announced that Jeff Bezos would step down as
CEO to become Executive Chair of Amazon's board in Q3 of 2021. Andy Jassy,
previously CEO of AWS, became Amazon's CEO.

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 EVOLUATION OF AMAZON LOGO

The Amazon logo has had three different iterations over the years,
but neither of the first two stuck around for very long. The company’s
first logo was simply the word Amazon.com spelled out in black font
with a larger, yellow font used for the “o”. This design was later
replaced with a logo that featured the company name with a near-
straight yellow line beneath it. On top of the word Amazon.com, the
words, “Books, Music & More” were spelled out in light grey font.
This design stuck around until the year 2000, when Jeff Bezos rolled
out the logo that the company has been using ever since, the famous
Amazon.com with a curved arrow beneath it.
This is the evolution of the Amazon Logo starting when Amazon
launched in 1995.

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This is the Amazon Prime logo. This Amazon symbol represents
those who are paying a monthly fee to get free shipping and fast
delivery. The Amazon Prime logo still has the signature arrow with
the word “Prime” after the word Amazon. The Prime logo represents
quickness, excellence, and the friendly investing blue colour. In my
opinion, they nailed the Amazon Prime Logo.

The design of the arrow in the Amazon logo actually serves a double
purpose, though, in that it is also made to look like a smile. When
combined with the rest of the design, the entire logo symbolizes a
very subtle resemblance to a face. Research has shown that humans
have incredible facial recognition and has also shown that we place a
lot of trust in a smiling face. By designing its logo to look like a
smiling face, Amazon is able to convey that they are a trustworthy,
friendly company.

Lastly, arrows have long been used to convey messages of forward

progress and speed, both elements of Amazon’s business model in
that they are constantly innovating and have also built a cornerstone
of their business (Amazon Prime) around the fastest available
shipping speeds.

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 BOARD OF DIRECTORS
 Jeff Bezos, Executive Chairman, Amazon.com, Inc.

 Andy Jassy, President and CEO, Amazon.com, Inc.

 Keith B. Alexander, CEO of IronNet Cybersecurity, former NSA director

 Rosalind Brewer, Group President and COO, Starbucks

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 Jamie Gorelick, partner, Wilmer Cutler Pickering Hale and Dorr

 Daniel P. Huttenlocher, Dean of the Schwarzman College of Computing,

Massachusetts Institute of Technology  Judy McGrath, former CEO, MTV Networks

 Indra Nooyi, former CEO, PepsiCo

 Jon Rubinstein, former chairman and CEO, Palm, Inc.

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 Thomas O. Ryder, former chairman and CEO, Reader's Digest Association

 Patty Stonesifer, President and CEO, Martha's Table

 Wendell P. Weeks, Chairman, President and CEO, Corning Inc

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 MERCHANT PARTNERSHIPS

In 2000, U.S. toy retailer Toys "R" Us entered into a 10-year agreement with
Amazon, valued at $50 million per year plus a cut of sales, under which Toys
"R" Us would be the exclusive supplier of toys and baby products on the
service, and the chain's website would redirect to Amazon's Toys & Games
category. In 2004, Toys "R" Us sued Amazon, claiming that because of a
perceived lack of variety in Toys "R" Us stock, Amazon had knowingly allowed
third-party sellers to offer items on the service in categories that Toys "R" Us
had been granted exclusivity. In 2006, a court ruled in favor of Toys "R" Us,
giving it the right to unwind its agreement with Amazon and establish its
independent e-commerce website. The company was later awarded $51 million
in damages. In 2001, Amazon entered into a similar agreement with Borders
Group, under which Amazon would comanage Borders.com as a cobranded
service. Borders pulled out of the arrangement in 2007, with plans to also
launch its own online store.
On October 18, 2011, Amazon.com announced a partnership with DC Comics
for the exclusive digital rights to many popular comics, including Superman,
Batman, Green Lantern, The Sandman, and Watchmen. The partnership has
caused well-known bookstores like Barnes & Noble to remove these titles from
their shelves.
In November 2013, Amazon announced a partnership with the United States
Postal Service to begin delivering orders on Sundays. The service, included in
Amazon's standard shipping rates, initiated in metropolitan areas of Los
Angeles and New York because of the high-volume and inability to deliver in a
timely way, with plans to expand into Dallas, Houston, New Orleans and
Phoenix by 2014.
In June 2017, Nike agreed to sell products through Amazon in exchange for
better policing of counterfeit goods. This proved unsuccessful and Nike
withdrew from the partnership in November 2019. Companies including Ikea
and Birkenstock also stopped selling through Amazon around the same time,
citing similar frustrations over business practices and counterfeit goods.
In September 2017, Amazon ventured with one of its sellers JV Appario Retail
owned by Patni Group which has recorded a total income of US$ 104.44 million
(₹ 759 crore) in financial year 2017–2018.

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As of October 11, 2017, AmazonFresh sold a range of Booths branded products
for home delivery in selected areas.
In November 2018, Amazon reached an agreement with Apple Inc. to sell
selected products through the service, via the company and selected Apple
Authorized Resellers. As a result of this partnership, only Apple Authorized
Resellers may sell Apple products on Amazon effective January 4, 2019.

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 LOGISTICS

Amazon uses many different transportation services to deliver packages.

Amazon branded services include:
 Amazon Air, a cargo airline for bulk transport, with last-mile delivery
handled either by Amazon Flex, Amazon Logistics, or the United States
Postal Service.
 Amazon Flex, a smartphone app that enables individuals to act as
independent contractors, delivering packages to customers from personal
vehicles without uniforms. Deliveries include one or two hours Prime
Now, same or next day Amazon Fresh groceries, and standard
Amazon.com orders, in addition to orders from local stores that contract
with Amazon.
 Amazon Logistics, in which Amazon contracts with small businesses
(which it calls "Delivery Service Partners") to perform deliveries to
customers. Each business has a fleet of approximately 20–40 Amazon-
branded vans, and employees of the contractors wear Amazon uniforms.
As of December 2020, it operates in the United States, Canada, Italy,
Germany, Spain, and the United Kingdom.
 Amazon Prime Air is an experimental drone delivery service.
Amazon directly employs people to work at its warehouses, bulk distribution
centers, staffed "Amazon Hub Locker+" locations, and delivery stations where
drivers pick up packages. As of December 2020, it is not hiring delivery drivers
as employees.
Rakuten Intelligence estimated that in 2020 in the United States, the proportion
of last-mile deliveries was 56% by Amazon's directly contracted services
(mostly in urban areas), 30% by the United States Postal Service (mostly in
rural areas), and 14% by UPS. In April 2021, Amazon reported to investors it
had increased its in-house delivery capacity by 50% in the last 12 months
(which included the first year of the COVID-19 pandemic in the United States).

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 SUBSIDIARIES

Amazon owns subsidiaries companies, including Amazon Web

Services, Audible, Diapers.com, Goodreads, IMDb, Kiva Systems
(now Amazon Robotics), Shop bop, Teachstreet, Twitch, Zappos, and
Zoox.
A9.com
A9.com, a company focused on researching and building innovative
technology, has been a subsidiary since 2003.
Amazon Maritime
Amazon Maritime, Inc. holds a Federal Maritime Commission license
to operate as a non-vessel-owning common carrier (NVOCC), which
enables the company to manage its shipments from China into the
United States.
Annapurna Labs
In January 2015, Amazon Web Services acquired Annapurna Labs, an
Israel-based microelectronics company reputedly for US$350–370M.
Annapurna Labs
Audible.com is a seller and producer of spoken audio entertainment,
information, and educational programming on the Internet. Audible
sells digital audiobooks, radio and television programs, and audio
versions of magazines and newspapers. Through its production arm,
Audible Studios, Audible has also become the world's largest
producer of downloadable audiobooks. On January 31, 2008, Amazon
announced it would buy Audible for about $300 million. The deal
closed in March 2008 and Audible became a subsidiary of Amazon.

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Beijing Century Joyo Courier Services
Beijing Century Joyo Courier Services is a subsidiary of Amazon and
it applied for a freight forwarding license with the US Maritime
Commission. Amazon is also building out its logistics in trucking and
air freight to potentially compete with UPS and FedEx.
Brilliance Audio
Brilliance Audio is an audiobook publisher founded in 1984 by
Michael Snodgrass in Grand Haven, Michigan. The company
produced its first 8 audio titles in 1985. The company was purchased
by Amazon in 2007 for an undisclosed amount. At the time of the
acquisition, Brilliance was producing 12–15 new titles a month. It
operates as an independent company within Amazon.

In 1984, Brilliance Audio invented a technique for recording twice as

much on the same cassette. The technique involved recording on each
of the two channels of each stereo track. It has been credited with
revolutionizing the burgeoning audiobook market in the mid-1980s
since it made unabridged books affordable.
ComiXology
ComiXology is a cloud-based digital comics platform with over 200
million comic downloads as of September 2013. It offers a selection
of more than 40,000 comic books and graphic novels across Android,
iOS, Fire OS and Windows 8 devices and over a web browser.
Amazon bought the company in April 2014.
CreateSpace
CreateSpace, which offers self-publishing services for independent
content creators, publishers, film studios, and music labels, became a
subsidiary in 2009.

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 FINANCE

Amazon.com is primarily a retail site with a sales revenue model;

Amazon takes a small percentage of the sale price of each item that is
sold through its website while also allowing companies to advertise
their products by paying to be listed as featured products. As of 2018,
Amazon.com is ranked 8th on the Fortune 500 rankings of the largest
United States corporations by total revenue.
For the fiscal year 2018, Amazon reported earnings of US$10.07
billion, with an annual revenue of US$232.887 billion, an increase of
30.9% over the previous fiscal cycle. Since 2007 sales increased from
14.835 billion to 232.887 billion, thanks to continued business
expansion.
Amazon's market capitalization went over US$1 trillion again in early
February 2020 after the announcement of the fourth quarter 2019
results.

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 TOP 10 ONLINE SHOPPING APPS

1. Amazon

This website needs no introduction, and it is the king of marketplaces. By

adding new options every day, it is getting better. Name it, and they have it, be
it household products, electronics, clothing, books, furniture, etc. For some of
its products, Amazon offers same-day or one-day delivery. No wonder it is
considered to be the best online shopping website in India! Don’t forget to get
your Amazon Prime Video too!

2. Flipkart

Flipkart is a solution to all your daily needs. They have everything from
clothing, appliances, sports equipment, furniture to electronics as well. They
offer heavy discounts on most of the products and offer multiple payment
options for your convenience. With their amazing daily offers, they have gained
huge success. But most popular are their Diwali sales when their visitors
increase by many folds.
Currently, they are developing their fashion category by adding new brands
every day. So no matter what you want, Flipkart has it covered. And now, you
can choose from a wide range of amazing Flipkart gift cards and express your
affection to your friends and loved ones. You can grab the top Flipkart coupons
from our main website.

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 3. Myntra

Myntra is the first name that comes to our minds when we think of online
shopping. This top player sells everything from luxury goods to makeup,
accessories, and clothing. Their significant sale events and extensive advertising
have increased their reach and made them a trusted site to shop online.
New brands are added to their website every day. Not to forget, exchanging or
returning products is very easy for them. Be it saree shopping or retro fashion,
Myntra is one of the most popular websites. No doubt, right now the brand is
the #1 destination when it comes to online fashion products purchase. Check out
the page where you can grab the best Myntra coupon codes to save on every
purchase you make on the website.

4. Pharm Easy

With the growing internet era, almost everything is possible online including
doorstep medicine delivery. Pharmacy is one of the pioneering leaders of the
online e-pharmacy market in India. It not only delivers medicines but also lets
users book online tests, virtual doctor appointments and much more. Having
said that, the company is also sure to provide par-excellent services at a
reasonable price.

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 5. Big Basket

Big Basket is an online food product and grocery provider. As our life gets
busier and tougher, it is tough to find time to go for grocery shopping. Big
Basket understood that and decided to make shopping easier for all the busy
folks out there. It also gives out a lot of offers and coupons using which people
can save big. Order anything you want, and they will deliver it to your
doorstep. You can order bread, biscuits, oils, fruits, potatoes, onions, heck
even stardust (if it was a grocery) from them. And oh, don’t worry about the
quality. Their veggies and fruits are straight out of the farm.

6. Paytm Mall

Who can forget Paytm? Every Indian has used this application in desperate
times during demonetization. It is a savior when you are out of cash, right? But
it has much more to it. You can also shop at Paytm Mall. Paytm Mall has every
product you can think of. Electronics, furniture, clothing, and much more. You
can also take flight and movie bookings there. The best part is that they have
cashback offers going on all the time.

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 7. Swiggy

Feeling hungry and lazy? This feeling is very common and people these days in
such a situation prefer nothing but “online food ordering”. And, nothing can
beat Swiggy and its exemplary service when it comes to online food delivery.
The platform collates all the nearby restaurants and food joints, letting you
choose your favourite one. So, no need to drive all the way to the restaurant,

8. GOIBIBO

Travelling has become easy with Goibibo. The platform is one of India’s largest
online ticket booking platform for a reason. Be it any city or town, you can now
plan your travel at a reasonable rate with Goibibo. It offers online hotel
booking, flight booking, train booking, bus booking and car booking. Using
Goibibo, one can book an entire travel package at the ease of fingertips.

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 9. TATA 1MG

Yet another stunning e-pharmacy company that is ruling the Indian market is
1mg. With its extraordinary services and seamless customer support, it has
become the goto online healthcare center of Indians. From online medicine
ordering to online doctor consultancy, you can avail many healthcare services
using 1mg.

10. Nykaa

In a short span of time, Nykaa has managed to become the beauty destination of
India. This online shop has everything that you can imagine. From soaps to
luxury products, they have it all. Over the years, they have collaborated with
international brands and exclusively launched them on their site. The most
recent one is Huda’s beauty. They also have a blog and a Youtube channel that
shares useful tips and tricks. It is a perfect place to shop for your cosmetics,
personal hygiene, grooming, toiletries, and skincare products, mostly at
discounted prices.

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 CHAPTER 3
LITERATURE REVIEW

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 CHAPTER 3
LITERATURE REVIEW
This chapter aims at exploring detailed information on major domains of the
dissertation topic by reviewing past research, books and related articles. Modern
studies and past theories concerning these domains are presented. These
theories will be the foundation for the dissertation. Since the major domains of
research topic is Online Marketing. The review of literature will revolve around
these.
Online services will drive marketing to the opposite end of the spectrum from
“mass” marketing to customized “one-to-one” marketing. Online marketers
communicate instantly and directly with the prospective customers and can
provide instant fulfillment as well. Marketers with carefully designed World
Wide Web sites are already interacting computer to computer, with prospective
customers or an individual basis, much as ATM does in very primitive fashion.
Online one to one approaches while innovative and still glamorous in their
pioneering aspects, offer significant new challenges. The significant aspect is
the access with the customers. Communication and information technology
development has encouraged the emergence of new communication channels
that have increased the options available to organizations for building
relationships with clients.
How important is Internet marketing to the success of an organization? There
are no exact answers for this question. It depends on the nature of one company
business line. There are many companies currently using the Internet as their
main business transaction such as DELL, AirAsia, etc… However, companies
such as UPM, the world’s leading forest products producer only uses the
Internet as a media to introduce the company and its products to customers via
its website.
Besides that, during the whole purchasing decision making process, customers
not only use the Internet in isolation to search for products but other media such
as print, TV, direct mail and outdoor as well. These media still play an
extremely important role for the marketers to communicate with customers, for
example, direct or face – to – face marketing more or less helps marketers build
up the trust in customers and encourage them to purchase the products.
Therefore, it is better to use the Internet as part of a multi-channel marketing
strategy which “defines how different marketing channels should integrate and
support each other in terms of their proposition development and

34
communication based on their relative merits for the customer and the
company.” (Chaffey et al. 2006, 5).
Mohan Nair (2011) takes social media as a complex marriage of sociology and
technology that cannot be underestimated in its impact to an organization
marketing communication, choice as to when to engage, how to manage and
measure, and whether to lead or to follow is complex but not an impossible task.
These cannot be answered simply by one formula because the context and the
market dynamics are strong variables in these decisions. Even though the
interest for social media is huge, few companies understand what the term
―social media can mean to their businesses. But how much it has been given
importance, as an IMC tool, varies from region to region
(PricewaterhouseCoopers (PwC), 2009; BuddeComm & Chiltern Magazine
Services Ltd. (BCMSL), 2009).
According to research conducted by Nielsen, we know that 92% of consumers
report that “word-of-mouth and recommendations from people [they] know” are
the leading influence on their purchase behavior. Only 37% trust search engine
ads, and just 24% trust online banner ads. They trust their friends and family the
most when looking for brand recommendations. But what types of
recommendations carry the most weight? Brands are eager to tap into the power
of recommendations, and many companies measure an “NPS,” or Net Promoter
Score, which illustrates how likely someone is to recommend a specific brand
or company. According to a U.K. study by Fred Reichheld, “a 7% increase in
word of-mouth advocacy unlocks 1% additional company growth.” His research
also shows that “a 12% increase in brand advocacy, on average, generates a 2x
increase in revenue growth rate plus boosts market share” and, conversely, “a
2% reduction in negative word-of-mouth boosts sales growth by 1%.”
It is important to understand the relationship between digital communication
and traditional communication in the old media; for example, TV, radio,
newspapers, magazines and billboard ads, the communication model was and is
one-to-many compared to one-to-one or many-to-many communication model
in digital media like blogs, social networks, wikis and other social media
(Chaffey, 2003).

35
The increased fragmentation of media and customers, as well as the revolution
in mass communication by the new communication channels – internet and
mobile communication technologies – has created the need for a new approach
to marketing communication that can ensure centralized management and a
consistency of communication messages sent towards various audiences
(McArthur and Griffin, 1997; Semenik, 2002; Smith, 2002).
Foux (2006) suggests Social media is perceived by customers as a more
trustworthy source of information regarding products and services than
communication generated by organizations transmitted via the traditional
elements of the promotion mix.

36
 CHAPTER 4
RESEARCH STUDY

37
 CHAPTER 4
RESEARCH STUDY

RELEVANCE OF STUDY
Companies of all sizes can generate higher revenue with less investment when
utilizing online marketing initiatives. And while that’s a great incentive it’s also
important to note that online marketing never closes. Your business is open 24/7
to a global market, creating endless possibilities for engagement and revenue
opportunities.

PROBLEM DEFINITION

 Business Analysis: Get a realistic idea about the existing state of business
to know where it stands and where you see it in short/long terms. The
parameters of such analysis includes strengths and weaknesses of the
business, an overview of the competition, and the challenges being faced
or expected to be dealt with.
 Digital marketing potentials: Different areas of Digital Marketing can be
explored to achieve different types of objectives. Analyze those areas in
the perspective of your business to Identify the potentials of Digital
Marketing that are favorable to it. This will also help in exploring new
dimensions of progression and methodologies for addressing the
shortfalls.
 Digital Marketing Integration: Based on what Digital Marketing can do
for your business. You should be able to understand the placement of
digital marketing in your business operations. On the basis of its standing
in various operations, you should determine where and how you can
integrate it with the respective departments .

OBJECTIVES OF STUDY

 To study and understand how Online Marketing can helps to generate

more leads to Amazon.
 To suggest strategies for the organization to use Internet for better
effectiveness.
 To understand how internet is used as a marketing tool.

38
SCOPE OF THE STUDY

This is relevant to the effectiveness of online marketing with special reference

to Amazon. From the research findings, it was revealed that online marketing is
effective in integrated marketing communication strategy of the organisation by
increasing the brand awareness, improves customer satisfaction, easy
integration and management, and facilitates automation of marketing activities.
It was equally revealed that integrated marketing online effectiveness can be
measured using a number of metrics including consumer interaction on site,
number of repeated visit, sales volume and profits among others.

39
 CHAPTER 5
RESEARCH
METHODOLOGY

40
 CHAPTER 5
RESEARCH METHODOLOGY
WHAT IS RESEARCH?
Research means search for facts in order to find answers to certain questions or
to find solutions to certain problems. It is often referred to as scientific inquiry
or scientific investigation into a specific problem or situation.
DATA ANALYSIS METHOD
The data analysis of this research was represented on qualitative as well as
quantitative manner.
RESEARCH INSTRUMENT
Contacting the customer personally and studying the response from
questionnaires field.
DATA COLLECTION
PRIMARY DATA

Observation method, Interview method, and survey technique was used to

collect data through questionnaire. The primary is collected fresh and first hand
and for first time which is original in nature.
SECONDARY DATA

Secondary data from various magazine, newspaper, and other prominent source
of information collected from different website and search engines. Various
tools and techniques have been to graph and pie charts collecting from the
website.
SAMPLING METHOD

In-Depth interview for this study was limited in my area, the interview was on
the consumers of Amazon and also for internet. The sample size was 25-50 for
this study. The random sampling size method was used for selecting samples.

41
 CHAPTER 6
SWOT ANALYSIS OF AMAZON

42
 CHAPTER 6
SWOT ANALYSIS OF AMAZON
SWOT analysis is a framework used to identify a company’s strengths,
weaknesses, opportunities, threats, and how the company can use them to be
profitable. A company cann’t control all the factors that it deals with, such as
the outside threats and opportunities, but it can still grow by identifying its
strongest assets and improving its efficiency by tackling its weaknesses. Let us
now start going through each aspect of the SWOT analysis of Amazon.

STRENGTHS OF AMAZON
Strengths are the internal factor of any company it helps us to know the
advantage of the company due to which they are being competitive in the
market, it also includes the operation and the positions or you can say its a
reason why the company is doing so well.
 Brand Name: As we know that Amazon is one of the leading brands in
the world having a successful brand image and it shows the wealth of the
company, having a large number ofsubscribers with great popularity plus
strong financial performance.
 Consumer Trust: Around 89% of consumers are likely to shop on
Amazon and for a huge group of the public, Amazon is the priority when
it comes to online shopping, that’s the trust which the company has built
with their customers by providing them with a smooth online shopping
experience.

43
  Go Global and Act Local strategy: The company has globally expanded
in more than 200 countries and all its operations and decisions related to
the product and services allow it to grow more international sales and
strengthen the company position.

 Superior Logistics and Distribution Systems: Amazon uses its

resources such as distribution facilities, information systems in a very
efficient and effective way all over the location which makes their
customers satisfied all over the regions. They ensure the secure and fast
delivery of your product right at your doorstep and also have a return
policy if the product got damaged due to some reason.

 Wide Variety of products: Amazon provides a very wide range of

products and services, which fulfils the needs of every type of customer
from a basic buyer to a premium customer. The company has a lot of
variety under each category which helps them grab a huge customer base.

WEAKNESSES OF AMAZON
Weaknesses are again an internal factor and it shows the enigmatic aspect of
particle control. They have made some critical issues that may hinder their
growth.
 Employee Morale: An article by Verge states that the workers of the
warehouse are unhappy with their work in the covid pandemic. The company
has faced multiple accusations regarding the critical, insensitive, and unfair
environment which demotivates the workers and can hamper the overall growth
of the company.
 Quality Focus: Amazon mainly has its eye on optimizing product search, new
offers, easy to buy, and have a good delivery speed as a result they don’t pay
more attention to the quality of the product which is being sold on their
platform.
 Seller Relationship: Sellers on Amazon are upset because of the fast delivery
demand, new development in the inventory store limits, and the increasing
numbers of competition from Amazon’s private label of products.
 Increasing Competiton and Lower Margins: Amazon offers a free shipping
facility over a certain order amount, which attracts customers but reduces the

44
margins of the company. Due to the price war caused by increasing competition,
Amazon’s margins are shrinking which is resulting in reduced profits.
OPPORTUNITIES OF AMAZON
The opportunity of Amazon is an external factor that mainly focuses on what
could a company do or at what position the company will stand on if they invest
in it or just implement it. Innovation is a reason and creativity are a few of the
reasons for the success of Amazon.

 Expand Operations in developing markets: Amazon has untapped

growth opportunities in developing markets they can gain more
consumers special in rural and semi-urban areas in India. Expansion of
the distribution system into poorly connected geographic areas can be
possible by a higher number of the warehouse at every place and more
expansion of the delivery system
 Podcasting: Recently, Amazon has started taking interest in podcasting.
In tandem with their Alexa and positive response from the public, this can
be a new market for the company to take over – using its in-house
technology and innovation.
 Helping small businesses: Recently Amazon has announced to help the
small busy by selling their products to customers, the main vision behind
this is to promote small and local businesses and fast track the growth of
existing ones.
THREATS OF AMAZON
Another challenging factor for the company Amazon is a threat which is again
external factors and out of our reach and a competitive environment that has a
risk and threats to all types of businesses.
 Online Security: Increasing cybercrime may affect the security network
or the entire system of the company which may also affect the customer’s
loyalty. This is an extremely important part for Amazon to work on this
aspect of online security and their data management.
 Government Regulations: During the pandemic, the government has
banned the sale of non-essential stuff from amazon for avoiding the
movement of the delivery men, etc. – threatening Amazon’s growth both
domestically and internationally. Amazon had a great loss of around 400
million just because of this policy.

45
 Competition: Amazon is a leading company that has gained a lot of
marketing share by making their customers satisfied but now it’s a trend
of e-commerce and every company is being digital just like Amazon and
becoming its competitor in the market just like Walmart did with their
new e-commerce platform.
 Fake/ Lack of reviews: The marketplace is cluttered with a wide variety
of products in each category. Unfortunately, the lack of reviews and
ratings has led to customers doubting the reliability of the platform. The
company needs to work on their online reputation as its importance has
increased tremendously over the years. If you wish to learn one of the
most sought-after skills in marketing, check out IIDE’s Online Reputation
Management Course right now.

46
 CHAPTER 7
DATA ANALYSIS &
INTERPRETATION

47
 CHAPTER 7
DATA ANALYSIS & INTERPRETATION

DATA ANALYSIS
The term analysis refers to the computation of certain measures along with
searching for patterns of relationship that exist among data groups.
The data after collection has to be processed and analyzed in accordance with
the outline laid down in research plan or research design. This is essential for a
scientific study and for ensuring that we have all relevant data for making
comparisons and analysis. Technically processing of data implies editing,
coding, classification and tabulation of collected data so that they are available
for analysis.
Analysis particularly in case of surveys involves estimating the values of
unknown parameters of the population and testing of hypothesis for drawing
inferences.
“Thus in the process of analysis, relationships or differences supporting or
conflicting with original or new hypothesis should subject to statistical tests of
significance in order to determine with what validity data can be said to indicate
any conclusions.”
Analysis therefore may be categories as descriptive analysis and inferential
analysis which is often known as statistical analysis.

48
49
 DATA ANALYSIS BASED UPON PRIMARY DATA

Table 01
Table showing gender of consumers
GENDER RESPONDS PERCENTAGES %

Male 30 60
Female 20 40
Total 50 100

Figure 01
Pie chart showing gender of online consumers.

Interpretation

In the survey 60% of the respondents are male and the balance 40% are female
which indicates that men prefer online marketing than women.

50
Table 02
Table showing age group of online consumers.
AGE GROUP RESPONDS PERCENTAGES %
Child 4 8
Youngster 27 54
30-60 16 32
Above 60 3 6
Total 50 100

Figure 02
Graph showing age group of online consumers.

Interpretation

This analysis showcases the participation of people in the online marketing

which include 54% youngsters, 32% of middle age and only 8% and 6% of
children and senior citizen respectively. That means the youngsters are more
active in online shopping than any other category of age group.

51
Table 03
Table showing occupation of online consumer’
OCCUPATION RESPONDS PERCENTAGES %
STUDENT 25 50

SELF-EMPLOYED 15 20

SERVICES 10 30

TOTAL 50 100

Figure 03
Pie chart showing occupation of online consumers.

Interpretation
In the survey 50% of the respondents are students, 30% service and the balance
20% are self-employed which indicates that students prefer online marketing
more than others.

52
Table 04
Table showing knowledgeable about the use of internet
Knowledgeable about use Responds Percentages (%)
of internet
Not Knowledgeable 0 0
Some Knowledgeable 01 4
Knowledgeable 13 52
Very well Knowledgeable 11 44
Total 25 100

Figure 04
Figure showing knowledgeable about the use of internet

Interpretation

This analysis showcases the participation of people knowledgeable about the

use of internet which include 52% Knowledgeable, 44% very well
Knowledgeable and only 4% and 0% of Some Knowledgeable and
Knowledgeable respectively.

53
Table 05
Table showing frequency of being online.

Frequency of Being Online Responds Percentages %

Very Low 0 0
Low 01 04
Moderate 10 40
High 12 48
Very High 02 08
Total 25 100

Figure 05
Figure showing frequency of being online.

Interpretation

This analysis showcases the participation of frequency of being online which

include 48% high, 40% moderate, 8% very high and only 4% low and 0% very
low of respectively. That mean there are people’s frequency of being online is
high or than others.

54
Table 06
Table showing how often they shop online.
Responds Percentages %

Once in a week 06 14

Once in a Month 25 58

Once in a 6 Month 06 14

Once in a Year 06 14

Total 43 100

Figure 06
Figure showing how often do they shop online

Interpretation

This analysis that 58% of the respondents shop in a month and others prefer
shopping once in a week, once in 6 months and once in a year in the same ratio
of 14%.

55
Table 07
Table showing which online website respondents prefer.
Websites Responds Percentages %

Flipkart 14 28

e-bay 08 16

Snapdeal 08 16

Amazon 20 40

Total 50 100

Figure 07
Figure showing which online website respondents prefer.

Interpretation

This chart shows that 40% prefer Amazon, 28% Flipkart and e-bay and
Snapdeal both prefer is 16%. This shows that participants prefer Flipkart and
Amazon sites for online shopping than other.

56
Table 08
Table showing how respondents came to know about Amazon.

Responds Percentages %

Word of Mouth 12 28

Print Media 12 28

TV 06 14

Internet 13 30

Total 50 100

Figure 08
Figure showing how respondents came to know about Amazon

Interpretation

This analysis shows that 30% came to know about Amazon through internet,
word-of mouth and print media contributed equal awareness but only 14%
contributed television.

57
Table 09
Table showing what respondents prefer from buying online.
Products Responds Percentages %

Books 7 16

Electronics 18 42

Apparels 11 26

Fancy Items 7 16

Total 43 100

Figure 09
Figure showing what respondents prefer from buying online.

Interpretation

According to this data electronics 42% and apparels 26% are purchased form
online websites compared to books and fancy items 16%. Tables showing how
respondent rate their overall Flipkart.

58
Table 10
Table showing how respondent rate their overall Amazon
Overall Experience Responds Percentages %

Poor 2 5

Good 25 58

Average 10 23

Excellent 6 14

Total 43 100

Figure 10
Figure showing how respondent rate their overall Amazon.

Interpretation

58% of the respondents rated overall Amazon experience as good, 33% felt the
experience average, 14% had an excellent experience and balance 5% rated
their experience.

59
DATA ANALYSIS BASED UPON SECONDARY DATA

 Organic Search
Over 50% of marketers say keyword rankings and organic traffic are the top
ways they measure the success of their SEO strategies. (HubSpot State of
Marketing Report, 2021) 71% of marketers say using strategic keywords was
their number one strategy for SEO. (HubSpot State of Marketing Report,
2021) Google uses 810 unique SERP features. Of those, 161 are found on
more than 0.2% of keywords. (seoClarity, 2020) (Source:
https://www.hubspot.com/marketing-statistics)

 Conversion Rate Optimization (CRO)

Over 50% of marketers say keyword rankings and organic traffic are the top
ways they measure the success of their SEO strategies. (HubSpot State of
Marketing Report, 2021) 71% of marketers say using strategic keywords was
their number one strategy for SEO. (HubSpot State of Marketing Report,
2021) Google uses 810 unique SERP features. Of those, 161 are found on
more than 0.2% of (Source: https://www.hubspot.com/marketing-statistics)

 Ecommerce
Customers are around four times more loyal to eco-friendly businesses.
(Net0, 2021) Consumers are most frustrated with inconsistent brand
messaging. (MoEngage, 2021) 39% of B2B buyers want self-serve options.
(Statista, 2020) (Source: https://www.hubspot.com/marketing-statistics)

 Mobile Search
64% of SEO marketers call mobile optimization an effective investment.
(HubSpot Blog Research, 2021) The average American has access to more
than ten connected devices in their household. (Statista, 2021) Mobile
devices, excluding tablets, generated about half of all website traffic
globally. (Statista, 2020) Mobile web traffic has consistently accounted for
about half of all global web traffic since the beginning of 2017. (Statista,
2020) Almost 25% of companies invest in mobile optimization as a top SEO

60
tactic. (HubSpot, 2020) (Source: https://www.hubspot.com/marketing-
statistics)
 Blogging
Short articles, less than 3,000 words, ranked third in the B2B content assets
that generated the best results in the last 12 months. (Content Marketing
Institute, 2021) 48% of companies that have a content marketing strategy
leverage blogging. (HubSpot Blog Research, 2021) 56% of marketers who
leverage blogging say it's effective and 10% say it generates the biggest
return on investment. (HubSpot Blog Research, 2021) (Source:
https://www.hubspot.com/marketing-statistics)

61
 CHAPTER 8
FINDINGS AND CONCLUSION

62
 CHAPTER 8
FINDINGS AND CONCLUSION

FINDINGS
 Men prefer online marketing than women.
 Mostly youngsters are more active shopping online than middle aged
persons, children and senior citizens.
 Normally person knowledgeable about the use of internet.
 Student are normally preferring online shopping the other occupation.
 majority of the people shop online once in every month.
 Internet plays a vital role in providing awareness about online marketing
(Amazon).
 Electronic gadgets are the most widely purchased product online
(Amazon).

63
 CONCLUSION

The study concludes that consumers rely upon more than one medium in order
to enhance their brand related knowledge. It means that they use the
combination of various sources for making final purchase decision. Along with
the traditional sources, they heavily rely on modern marketing tool i.e. online
advertising.
 Consumers do require detailed information about the brand so as to
evaluate its strengths & weaknesses; this ample amount of information
then saves their time by allowing them to make the purchase decision
quickly.

 The study also reveals that main reason for growing importance of online
marketing is the increasing literacy about internet among people. They
have identified that internet is truly advantageous through which they can
serve their various purposes mainly social networking, online shopping &
media sharing (photo, music, video). This efficacy of internet has
intensified their tendency of being online.

 Today’s consumers strongly feel that every company must use this
efficacy to strengthen its marketing efforts. So that they will get
motivated to use online marketing with the intent of getting access to
exclusive content about the brand and getting discount and sharing their
feedback about brand with the advertiser.

64
 With the advent of internet technology, consumers’ preference towards
traditional marketing tools has decreased. Most popular traditional
marketing tools are television & print media. The major benefits of online
marketing are its capability of interaction between consumers and
advertisers followed by availability of wide range of information & ease
of shopping. These benefits make online marketing superior than
traditional marketing.

 But at the same time consumers are susceptible about the user-safety side
of internet. They feel that online marketing is unsafe as it may lead to
increase in frauds & privacy issue.

65
LIMITATION

 Nothing is free of cost, not even online marketing.

 The trust factor in online marketing.

 The issue of Internet fraud and cybercrime.

 Website breakdown and no internet access.

 Continuous updating required.

66
 CHAPTER 9
SUGGESTIONS FOR FURTHER
STUDIES

67
 CHAPTER 9
SUGGESTIONS FOR FURTHER STUDIES
SUGGESTIONS
Conclusion given above reveals that consumers use more than one medium to
make brand choice, therefore it is recommended that.

 Companies should mix & match various mediums to reach their desired
target audience. This will help to spread awareness among them and to
influence buyers behavior thus companies must formulate an effective
Integrated Marketing Communication plan where they can combine
various tools to grasp maximum prospects.

 It is also revealed that consumers have good enough knowledge about

internet technology and they are in favor of using online marketing,
therefore it is recommended that

 Every company big or small should grab this advantage and include
online marketing in their marketing efforts. Online marketing forms can
be mainly web marketing, E-commerce, social media marketing. 
Consumers find certain benefits in online marketing over traditional
marketing; therefore companies can spend more on online media rather
than the traditional tools.

 But along with its advantages, online marketing has certain limitations
also, limitations like possibility of fraudulent activities or privacy issues
are beyond control. Cyber crime can not be eradicated easily or
completely therefore, it is recommended that

 Companies should not rely entirely on online marketing; they must make
it a part of Integrated Marketing Communication strategy. As a result of
which limitations of online marketing will be covered as the other
mediums will build the required credibility and positive image about the
brand. This credibility will generate trust among consumers towards the
brand.

68
 CHAPTER 10
BIBLIOGRAPHY

69
 CHAPTER 10
BIBLIOGRAPHY

REFERENCE
 www.wikipedia.com
 www.slideshare.net
 Published articles.
 Research papers.
 Relevant papers, newspapers and magazine.

70
CHAPTER 11
APPENNDICES

71
 CHAPTER 11
APPENNDICES

1) Gender?
a) Men
b) Women

2) Age group?
a) Child
b) Youngster
c) 30-60
d) Above 60

3) Occupation?
a) Student
b) Service
c) Self employed

4) Knowledgeable about use of internet?

a) Not Knowledgeable
b) Some Knowledgeable
c) Knowledgeable
d) Very well Knowledgeable

72
5) Frequency of being online?
a) Very low
b) Low
c) Moderate
d) High e) Very high

6) How often do you shop online?

a) Once in a week
b) Once in a month
c) Once in a 6 month
d) Once in a year

7) Which online sit you prefer to shop?

a) Flipkart
b) Amazon
c) e-bay d) Snapdeal

8) How did you come to know about amazon?

a) Word of mouth
b) Print media
c) TV d) Internet

73
9) What do you prefer buying from amazon?
a) Books
b) Electronics
c) Apparels
d) Fancy items

10) How do you rate overall amazon experience?

a) Poor
b) Good
c) Average
d) Excellent

74