Summer Internship Project Report

On
“A STUDY OF PERCEPTION OF COMMUNITY
BASED MARKETING WITH SPECIAL
REFERENCE TO TRADITIONAL APPROCH”
Submitted to

Institute Code: 02
GANDHINAGAR INSTITUTE OF MANAGEMENT
Under the Guidance of
DR. DEVENDRA LODHA
Associate Professor

In partial Fulfillment of the Requirement of the award of the

degree of
Master of Business Administration (MBA)
Offered By
Gandhinagar University
Gandhinagar
Prepared by:
JAGATIYA ROHIT M.
Enrollment No. 230204011019
PANCHAL VIVEK A.
Enrollment No. 230204011057

MBA (Semester – III)

August 2024

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 STUDENTS’ DECLARATION

We hereby declare that the Summer Internship Project Report titled “A STUDY OF
PERCEPTION OF COMMUNITY BASED MARKETING WITH SPECIAL
REFERENCE TO TRADITIONAL APPROCH” is a result of my/our own work &
my/our indebtedness to other work publications, references, if any, have been duly
acknowledged. If I/we am/are found guilty of copying from any other report or
published information and showing as my/our original work, or extending plagiarism
limit, I/we understand that I/we shall be liable and punishable by the university, which
may include Failing me/us in examination or any other punishment that university may
deem fit.

Enrollment No. Name of the Student Signature

230204011019 JAGATIYA ROHIT M.

PANCHAL VIVEK A.
230204011057

Place: Moti Bhoyan Date: ______________

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INSTITUTE CERTIFICATE

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 GANDHINAGAR INSTITUTE OF MANAGEMENT
UNDERTAKING ABOUT ORIGINALITY OF WORK
DOC NO: 0093
I/We hereby certify that I/we am/are the sole authors of this SIP work and that
neither any part of this SIP work nor the whole of the SIP has been submitted for a
degree by other student(s) to any other University or Institution or Organization.

By I/we certify that, to the best of my/our knowledge, the current SIP work does
not infringe upon anyone’s copyright nor violate any proprietary rights and that any
ideas, techniques, quotations or any other material from the work of other people
included in my SIP or otherwise, are fully acknowledged in accordance with the
standard referencing practices. Furthermore, to the extent that I/we have included
copyrighted material that surpasses the boundary of fair dealing within the meaning
of the Indian Copyright (Amendment) Act 2012, I/we certify that I/we have
obtained a written permission from the copyright owner(s) to include such
material(s) in the current SIP report and have included copies of such copyright
clearances to our appendix.

In case of any claims or query raised toward the copyright infringement or any other
associative of submitted work then there are no any direct or indirect liabilities
posed upon Gandhinagar Institute of Management and/or concerned faculty and
staff members of the institute. All submitted work is solely responsibilities of the
student who has signed below for the submitted Project work.

Enrollment Number Name of Student Signature of Student

230204011019 JAGATIYA ROHIT M.

230204011057 PANCHAL VIVEK A.

Date: - / / 2024 Place: - Moti Bhoyan

Name & Signature of Project Guide: DR. DEVENDRA LODHA

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COMPANY CERTIFICATE

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PLAGIARISM REPORT

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 PREFACE

Traditional marketing techniques have long served as the backbone of business

strategy, leveraging time-tested methods to engages with customer and drive brand
mail, print advertising, telemarketing, and face to face sales.

Direct mail utilizes targeted postal campaigns to reach specific demography, while print
advertising spans newspaper, magazines, and brochures to build brand awareness.

Telemarketing involves direct phone outreach to potential customer, and face to face
on personal interaction and relationship building. Each of these methods has its unique
strength, often complemented by detailed market research and landscape of marketing.
Understanding these traditional techniques provide a foundation for integrating modern
strategies and achieving comprehensive marketing objective.

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 ACKNOWLEDGEMENTS
Only due to blessings of “GOD” and “OUR PARENTS”, we have been successful
to handle this project. It is pleasure to thank many individuals who helped me/us in
all phases of the project. Without their help, we would not have finished this project,
or even started it. Achievement of a goal is not one person’s job, it is a process and
knowingly or unknowingly many people contribute to this. Hence, we would be
delighted to grab this opportunity of recognizing all contributors by showing our
sincere gratitude.

Our sincere thanks to Dr. Kamalesh V. N., Vice Chancellor, Gandhinagar

University, Gandhinagar & Dr. Virendra Chavda, Director - Management &
Commerce for his moral support and constant encouragement without which it was
not possible for us to complete the project work successfully.

We are highly indebted to Mr. Chirag Panchal (CEO of Company) for guiding,
helping, and advising us continuously and for enabling us to rise to this competency
level so as to handle such projects confidently. We are very thankful to Mr. Ronak
Parmar (Area Sales Executive) for giving me/us his valuable time to help me/us
out during our training.

We are very grateful to Dr. DEVENDRA LODHA (Internal Guide), Asso. Prof. at
Gandhinagar Institute of Management, Gandhinagar for guiding us in completing
our project successfully.

We take this opportunity to express our gratefulness to all faculty members of

MBA programme, Gandhinagar Institute of Management, Gandhinagar whose
advice and supervision had helped in the completion of the project work.

We are very thankful to local community without whose help our project would not
be completed.

We are acknowledging to our parents, who always helped us and encouraged me/us
to complete the work by providing needy funds.

Place: Gandhinagar Rohit Jagatiya (En. No.: 230204011019)

Date: ___________ Vivek Panchal (En. No.: 230204011057)

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 EXECUTIVE SUMMARY

I have taken my summer internship project “A STUDY OF PERCEPTION OF

COMMUNITY BASED MARKETING WITH SPECIAL REFERENCE TO
TRADITIONAL APPROCH”

This report contains of total 9 chapters. These chapters cover various parameters and
various details regarding community-based marketing and traditional approach.

First chapter includes introduction of community-based marketing

.
Second chapter includes Overview of community-based marketing.

Third chapter includes of Literature Review.

Fourth chapter includes of Corporate Profile of Vision capital.

Fifth chapter includes of Research methodology.

Sixth chapter includes of Data Analysis and its interpretation.

Seventh chapter includes of Finding and suggestion.

Eight chapter includes of limitation.

Ninth chapter includes conclusion.

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 TABLE OF CONTENTS

PAGE
SR. NO. PARTICULARS
NO.
 TITLE PAGE 1
 STUDENTS’ DECLARATION 2
 INSTITUTE CERTIFICATE 3
 COMPANY CERTIFICATE 5
 PLAGIARISM REPORT 6
 PREFACE 7
 ACKNOWLEDGEMENTS 8
 EXECUTIVE SUMMARY 9

Chapter 1 Introduction 11
Chapter 2 OVERVIWE 25
Chapter 3 LITERATURE REVIEW 36
CORPORATE PROFILE OF VISION
Chapter 4 40
CAPITAL
PRODUCTS OF RESARCH
Chapter 5 44
METHODOLOGY
COMPITITORS OF DATA ANALYSIS AND
Chapter 6 47
ITS INTERPRETATION
Chapter 7 FINDING AND SUGGESTION 60
Chapter 8 LIMITATION 65

Chapter 9 CONCLUSION 70

 BIBILOGRAPHY 72

ANNEXURE
 Questionnaire
73

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 CHAPTER 1
INTRODUTION

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Marketing is essentially the connection between businesses and their customers.
Companies identify who their target customers are, learn about their needs, and then
use various resources to create products or services that these customers find valuable.
Marketing involves not only creating and offering these products but also effectively
communicating their value to the customers, ensuring they are satisfied with their
purchase.

Recently, businesses have been coming up with unique products and services to meet
the changing needs of consumers and to stay ahead of the competition. Instead of just
focusing on the basic or physical aspects of a product, companies are now emphasizing
additional benefits or services that enhance the customer experience.

For example, Panasonic’s "Aeolia app" allows users to control their air conditioner
remotely, while Nestlé’s "Nespresso" combines coffee capsules with machines to
deliver a premium coffee experience. Tesla also adds value to its cars through updates
that can be installed wirelessly, and Panasonic's "Bistro" microwave ovens can have
their features updated even after purchase.

Pricing strategies have also evolved, with more companies adopting subscription
models rather than a simple one-time purchase price.

The Changing Landscape of Marketing

1. Digitalization and Communication:

• Technology, like the internet and smartphones, is changing how businesses

communicate with customers.
• Instead of just focusing on promoting products, companies are now prioritizing
building customer communities.

2. Community-Based Marketing:

• P&G’s “myrepi”: This project creates specialized websites for different

customer groups and lifestyles.
• Kirin Brewery’s “Third Kitchen Project”: This connects restaurant chefs
with local food producers to form a community.

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3. Changing Roles of Sales Channels:

• Online Shopping Growth: The internet, which used to be just a way to

communicate, is now a major place for making purchases.
• Physical Stores’ New Role: Instead of just selling products, physical stores are
becoming places for interaction and experiences with customers.

Need for a New Marketing Framework

1. Creating Value:

• Understand what value customers need and want.

2. Perceiving Customers:

• Revaluate how customers are viewed and understood in this new digital age.

3. Communication with Customers:

• Develop new ways to communicate and interact with customers, considering

the changing roles of online and offline channels.

Goal of the Study

• The study aims to create a new marketing framework that explains modern
marketing activities effectively. It will look into how to:
o Define and create the value customers seek.
o Understand and perceive customers accurately.
o Communicate with customers in today’s digital and physical
environment.

In essence, the study is about adapting traditional marketing concepts to fit the new
digital reality, ensuring that companies can effectively engage with customers in a
rapidly changing landscape.

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 1. Understanding the Importance of Community Marketing
Understanding the Importance of Community 1

Community marketing is essential in today's digital world, as it focuses on creating and

maintaining a group of people with shared interests or values. By cultivating a strong
sense of connection and involvement, this approach can enhance brand loyalty, boost
customer satisfaction, and encourage the creation of user-generated content.

For businesses, community marketing presents numerous advantages. One key benefit
is the ability to harness the influence of word-of-mouth marketing. When members of
the community have favorable interactions with a brand, they are more inclined to
spread the word, resulting in organic growth and heightened brand visibility.

Additionally, community marketing allows businesses to collect important insights and

feedback directly from their customers. By interacting regularly with the community,
companies can obtain input on their products, services, and the overall customer
journey. This information can then be leveraged to enhance offerings and resolve any
issues or challenges that customers may encounter.

For community members, participating in a lively and engaged community can be

incredibly fulfilling. It offers a space where individuals can connect with others who
share similar interests, exchange knowledge and experiences, and seek guidance or
support. These interactions often lead to the formation of strong bonds, fostering a deep
sense of camaraderie and belonging.

Certainly! Here are different sentences addressing the same idea:

• Maintaining consistent engagement in community marketing can be

challenging, but businesses can overcome this by delivering valuable content,
hosting interactive events, and acknowledging and rewarding active members.
• One of the core challenges in community marketing is sustaining member
engagement, which can be achieved through the creation of relevant content,
the organization of engaging events, and the recognition of dedicated
participants.

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 • To ensure ongoing engagement in community marketing, businesses should
prioritize providing valuable content, organizing interactive discussions, and
rewarding members who actively contribute.
• Sustaining engagement in a community marketing setting is crucial, and
businesses can achieve this by focusing on valuable content creation, holding
interactive events, and rewarding the most active community members.

1. The challenge of keeping community members engaged in marketing can be

tackled by offering relevant content, arranging interactive activities, and
recognizing the contributions of active participants.

2. Managing Conflict and Disagreements: In any community, conflicts and

disagreements are bound to arise.

2. Identifying Common Challenges in Community Marketing

1. Trust is essential for a thriving community. Without it, members may hesitate
to share their thoughts, feedback, or experiences. To build and maintain this
trust, focus on being transparent, genuine, and consistent in your interactions.
Respecting your members' privacy and preferences is crucial. Tools like privacy
settings, opt-in forms, and surveys can help members control their information,
while testimonials, reviews, and case studies can highlight the real successes of
the community.
2. A strong sense of trust is crucial for any successful community. Members need
to feel comfortable sharing their opinions and experiences, which relies on
transparency, authenticity, and consistency from the community leaders.
Ensuring that you respect privacy and feedback, using tools like privacy settings
and opt-in forms, and showcasing real community successes through
testimonials and reviews can help build and sustain that trust.
3. Trust forms the backbone of a successful community. If members don’t trust
you, they won’t feel safe sharing their thoughts or feedback. To foster trust, be
open, genuine, and reliable in your communications and actions. It's also

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 important to respect members' privacy and preferences, which can be managed
with tools like privacy settings and surveys. Highlighting real member
experiences through testimonials and case studies can further build credibility.
4. For a community to thrive, trust is key. Members will only engage openly if
they trust the community leaders. Building and maintaining this trust requires
transparent and honest communication, along with consistent actions.
Respecting members' privacy and preferences, and using tools like opt-in forms
and surveys to control information sharing, can help. Additionally, showcasing
real community experiences with testimonials and reviews can reinforce trust.
5. The foundation of any successful community is trust. Without it, members are
unlikely to share their opinions or feedback. To build and maintain trust, be
transparent, genuine, and consistent. Show respect for members' privacy and
preferences using privacy settings and surveys, and highlight authentic
experiences through testimonials and case studies.

To keep members interested and coming back, you need to offer real value. This value
can be useful information, learning opportunities, entertainment, support, recognition,
or rewards. To provide this value, you should know what your members need and enjoy.
Make sure to give them content and activities that are helpful and engaging. For
example, use tools like content calendars and feedback surveys to plan and improve
your content. You can also use webinars, podcasts, challenges, and contests to make
learning and interacting fun for your members.

Managing and growing your community can be a lot of work, especially as it gets
bigger. You need to balance your time and resources while keeping the community
friendly and respectful. To do this, have a clear vision and set goals for your
community. Make sure to have a defined structure, roles, and rules. Tools like
community platforms, automation, and integrations can help you manage everything
more easily. You can also use moderation tools, guidelines, and feedback to keep your
community high-quality and positive.

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3. Building a Strong Community Engagement Strategy

1. Know Your Audience: Understand who you're trying to engage. What are their
interests and needs?
2. Set Clear Goals: Decide what you want to achieve with your community
engagement. Is it more interaction, increased loyalty, or something else?
3. Create Valuable Content: Share content that your audience finds useful or
interesting. This could be blog posts, videos, or infographics.
4. Be Consistent: Regularly update your content and interact with your audience.
Consistency helps build trust.
5. Encourage Participation: Invite your community to share their thoughts and
ideas. Ask questions, run polls, or host discussions.
6. Listen and Respond: Pay attention to feedback and respond to comments.
Show that you value their input.
7. Use Social Media: Leverage social media platforms to reach a wider audience
and foster engagement.
8. Measure Your Success: Track your engagement metrics to see what’s working
and what needs improvement.
9. Adapt and Evolve: Be open to changing your strategy based on what you learn
from your audience and your metrics.
10. Build Relationships: Focus on creating genuine connections with your
community members, rather than just pushing your agenda.

These steps should help you structure a compelling blog post on community
engagement!

1. Start with a Clear Definition: Explain what community engagement means

and why it's important for your organization.
2. Identify Your Audience: Describe how to understand who your community is
and what they care about.
3. Set Goals: Share the importance of having clear, achievable goals for your
engagement efforts.
4. Choose the Right Channels: Discuss how to select the best platforms (social
media, events, etc.) for reaching your audience.

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 5. Create Valuable Content: Offer tips on making content that resonates with
your community and encourages interaction.
6. Foster Two-Way Communication: Highlight the importance of listening to
your community and responding to their feedback.
7. Build Relationships: Emphasize the value of building genuine connections
and showing appreciation.
8. Measure and Adjust: Suggest ways to track your engagement efforts and
make improvements based on the results.
9. Share Success Stories: Include examples of successful community
engagement strategies to inspire your readers.
10. Encourage Participation: End with a call to action, inviting your readers to
share their own experiences or ask questions.

4. Nurturing Relationships and Fostering Trust within the Community

1. Developing meaningful relationships and earning trust within a community can

greatly benefit both the community members and the brand or organization that
supports it. By forming genuine and strong connections, you can boost
engagement, loyalty, advocacy, and retention. Additionally, you’ll gain
valuable feedback, insights, and ideas that can enhance your products or
services. However, building these relationships and establishing trust takes
significant time, effort, patience, and empathy. Here are some strategies to help
you nurture these relationships and foster trust within your community:
2. Cultivating relationships and building trust within a community is crucial for
the well-being of both the community and the associated brand or organization.
Strong and authentic connections lead to increased engagement, loyalty, and
advocacy. They also provide valuable feedback and insights that can drive
improvements in your offerings. Yet, this process requires considerable time,
effort, patience, and empathy. Here are some effective approaches to nurture
these relationships and develop trust within your community:
3. Fostering trust and nurturing relationships in a community can significantly
benefit both the members and the brand or organization behind it. Authentic

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 connections lead to greater engagement, loyalty, and advocacy, and provide
crucial feedback and ideas for improving products or services. Building these
connections, however, demands a lot of time, effort, patience, and empathy.
Here are some methods to effectively nurture relationships and cultivate trust
within your community:
4. Investing in relationship-building and trust within a community offers
substantial advantages for both the members and the brand or organization
involved. Strong, authentic connections can enhance engagement, loyalty, and
advocacy, while also yielding valuable insights and feedback to refine your
offerings. Achieving this requires a dedicated approach with ample time, effort,
patience, and empathy. Consider these strategies to successfully nurture
relationships and establish trust in your community:
5. Establishing and nurturing relationships while fostering trust within a
community is vital for the community members and the brand or organization
supporting it. Genuine connections can boost engagement, loyalty, and
advocacy, and provide important feedback for improvement. Achieving this
takes considerable time, effort, patience, and empathy. Here are some practical
tips for building and maintaining strong relationships and trust within your
community:

5. Managing Conflict and Handling Difficult Community

Members

1. One of the toughest challenges in community marketing is addressing

conflict and managing difficult members. Conflicts can stem from diverse
opinions, expectations, values, or goals, while difficult members might be rude,
disruptive, abusive, or uncooperative. Such issues can harm the community’s
morale, engagement, and overall reputation. To handle these situations
effectively and professionally, it’s crucial to have solid strategies in place. Here
are some approaches to help you navigate these challenges:

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2. Navigating conflict and dealing with difficult members can be one of the most
demanding aspects of community marketing. Conflicts may arise from varying
opinions, expectations, values, or goals, while challenging members might
exhibit rude, disruptive, or uncooperative behaviour. These issues can
negatively impact the community’s morale, engagement, and reputation.
Implementing effective strategies to address and resolve these problems
respectfully and professionally is essential. Consider these tips to overcome
these challenges:

3. Handling conflict and managing challenging members is a significant hurdle in

community marketing. Disputes can occur due to differing opinions,
expectations, values, or goals, and difficult members may act rudely,
disruptively, or abusively. Such conflicts can detract from the community’s
morale, engagement, and reputation. To address these issues effectively and
professionally, having a set of strategies is crucial. Here are some tips for
successfully managing conflict and difficult members:

4. Dealing with conflict and difficult members presents a major challenge in

community marketing. Conflicts can arise from differences in opinions,
expectations, values, or goals, while problematic members may be rude,
disruptive, or uncooperative. These situations can undermine the community’s
morale, engagement, and reputation. It’s important to employ effective
strategies for managing these issues with respect and professionalism. Here are
some strategies to help you tackle these challenges:

5. Managing conflict and difficult members is one of the more challenging aspects
of community marketing. Conflicts may arise due to differing opinions,
expectations, values, or goals, while difficult members might display rude,
disruptive, or uncooperative behaviour. Such issues can affect the community’s

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 morale, engagement, and reputation. Effective strategies are essential for
addressing these challenges in a respectful and professional way. Here are some
helpful tips to manage conflict and difficult members:

1. Figure out what’s causing the problem and what kind of issue it is. To
fix a conflict or deal with a difficult member, you first need to
understand the problem. Is it a personal issue between members, a
disagreement between them, or something else? Is the difficult member
a troublemaker, someone who spams, a constant complainer, or just
giving honest feedback? Different problems need different solutions.
For example, if two members are having a personal disagreement, you
might need to help them talk it out. But if someone is just causing
trouble, you might need to ignore or remove them from the community.

2. Talk Clearly and Respectfully: Good communication is really

important for handling conflicts and dealing with tough situations.
Always speak in a clear and polite way. Avoid using insults, threats, or
personal attacks. Listen carefully and try to understand how the other
person feels and what they need. By communicating well, you can calm
things down, find common ground, and build a better relationship.

3. Give Positive Feedback and Rewards: To prevent or reduce conflicts,

recognize and appreciate what your community members do well. Praise
their efforts and achievements, and reward them with thanks,
recognition, or small incentives. This helps motivate them, boosts their
confidence, and creates a positive and supportive community.

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6. Strategies for Sustainable Community Management

Community Management: Being a community manager can be very rewarding, but it

also takes a lot of energy, creativity, and understanding. Community managers
represent their brands, interacting with customers and fans on different platforms. They
create and carry out plans for the community, track how things are going, and help
members feel connected and loyal. However, these responsibilities can be very stressful
and might lead to burnout. Burnout is when someone feels emotionally drained, less
effective at their job, and disconnected from their work. This is common for community
managers because they face high expectations, constant feedback, and a variety of
people.

Set Clear and Realistic Goals: Community managers need to know what they want to
achieve and how to measure their success. They should set goals that are practical and
match their resources and priorities. Clear and realistic goals help them stay focused,
avoid getting side-tracked, and celebrate their successes.

Manage Your Time and Energy: Community managers should plan out their tasks
for each day, week, and month. They need to focus on the most important tasks and
handle less critical ones by delegating or outsourcing. Good time and energy
management helps them avoid taking on too much, delaying tasks, or trying to do too
many things at once, which can lead to stress and burnout.

Manage Your Time and Energy: Community managers should make a plan for their
daily, weekly, and monthly tasks. They should focus on the most important and urgent
tasks first and let others handle less important ones if possible. Good time and energy
management helps prevent feeling overwhelmed, putting things off, or doing too many
tasks at once, which can cause stress and burnout.

Take Breaks and Recharge: Community managers should take regular short breaks
during the day and longer breaks each week and month to rest and refresh. They should
also do things that help them relax, like meditation, yoga, reading, or hobbies. Taking
breaks helps reduce stress, improve mood, and boost creativity and productivity.

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Seek Support and Feedback: Community managers should ask for support and
feedback from their peers, mentors, managers, and online groups. They should share
their challenges and successes, and ask for help or advice when needed. This helps them
feel less alone, learn from others, and get better at their job.

7. Measuring Success and Evaluating the Impact of Community

Marketing

Measuring Community Marketing Success: Community marketing is an ongoing

effort, not just a single campaign, so it’s important to keep track of how well it’s
working and make improvements. Measuring its success can be tricky because you need
to look at both numbers (like how many people are engaged) and feelings (like how
happy people are). In this section, we'll go over common challenges and best practices
for measuring and evaluating community marketing and give examples of how to do
this in different situations.

Define Clear and Realistic Goals: Community marketing isn’t the same for every
community. You need to decide what success means for your community and set goals
that are specific, measurable, achievable, relevant, and time-bound (SMART). For
example, your goals might be to increase brand awareness, generate leads, boost
customer loyalty, improve satisfaction, encourage new ideas, or make a social impact.

Metrics are the numbers or indicators that show if you’re hitting your goals. Tools are
the methods or platforms you use to gather and analyse this data. Not all metrics or
tools will be useful for every situation, so it’s important to pick the ones that best fit
your goals and give you clear and useful information.

Here are some examples of metrics and tools you might use:

• Engagement Rate: Measures how actively people are interacting with your
community.
• Retention Rate: Shows how well you keep members engaged over time.

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 • Referral Rate: Indicates how many people are joining your community because
of recommendations from others.
• Net Promoter Score (NPS): Gauges how likely members are to recommend
your community to others.
• Sentiment Analysis: Analyses the overall mood or feelings expressed in
comments or feedback.
• Social Media Analytics: Tracks engagement and interactions on social media
platforms.
• Surveys and Feedback Forms: Collect direct opinions and suggestions from
members.
• Interviews: Provides deeper insights through personal conversations with
members.

Choosing the right ones will help you get the most accurate and useful insights into
how well your community marketing is working.

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 CHAPTER 2
OVERVIEW OF COMMUNITY
BASED MARKETING

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• what defines community?

Community marketing can be defined before, it is importance to establish a definition

of community. Community can be defined as a space where people share like-minded
values and interests, and feel a connection or a belonging to something. Space,
importantly for marketers, refers to an abstract idea of a shared environment, it can be
online (like a newsletter or forum), or offline (like an office or apartment block).
Beyond this definition, there are 3 markers that researchers say indicate a brand
community:

Communities have always been a part of human life, but brand communities are a newer
idea. Nowadays, people are forming strong bonds with other fans of a specific brand,
and even with the brand itself. This trend gives marketers a great chance to build deeper
connections with their customers.

• Why are brand communities so powerful?

Brand communities are powerful because they connect with people's social and
emotional needs. They help people feel closely linked to a brand, making the brand a
big part of their identity and personal values.

A study of "love" and "hate" brand communities found that people in "love"
communities are driven by strong feelings, enthusiasm, and a need for recognition.
They join these communities to share their excitement and get that excitement echoed
by others. Brand communities are also strong because they can run on their own.

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Members keep in touch and support each other, often without the brand needing to be
involved.

Marketers have always known that communities can really boost a brand’s reputation,
but building or connecting with these communities has been challenging. Community-
based marketing has developed to give marketers clear systems and strategies to better
engage with groups of loyal customers.

• What does community marketing entail?

Community marketing means connecting a brand with a specific group of people. This
can be done using any platform to talk, share values, and create meaning together. The
platform can be online or offline, and you don’t have to start the community from
scratch.

Brands can either join existing groups or create their own. In either case, building a
community means starting conversations, setting up ways for people to connect (like
events or groups), and creating meaningful traditions.

Building a community takes time and effort, as it's all about developing relationships.
Strong relationships need trust and patience to grow. Marketers also need to let go of
some control and accept that their advocates may not always share the brand’s views
or ideas.

Given the straightforward and data-focused approaches like social media marketing and
advertising, why should community marketing be included in the strategy?

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• What are the benefits and drawbacks of community marketing?

➢ Benefit

1.Better customer experience

In simple terms, brands that give customers a great experience make a lot more
money.

When done right, community marketing helps marketers understand their customers
better and offers a genuine way to handle things like customer complaints, get product
feedback, and build strong supporters. Active community members can give valuable
insights that help brands create the best possible experience.

2.More relent and loyalty

Good loyalty programs encourage customers to keep coming back and build a strong
connection with the brand. For marketers, these programs are great because they reduce
the cost of gaining new customers and increase the brand’s value. However, creating
effective loyalty programs is challenging.

According to the consulting firm Kantar, 71% of consumers say loyalty programs don’t
make them more loyal. Simply offering rewards isn’t enough anymore; loyalty
programs need to be more relevant and offer different ways for customers to connect
with the brand.

For brands, this means keeping a steady and timely connection with their customers. A
strong community supports this by having members interact and help each other with
buying decisions. For online communities, brands can quickly answer questions or
address complaints, which helps guide potential customers and build trust.

3.word of mouth growth

A survey found that 72% of customers are eager to share positive experiences, and 62%
are also likely to share negative ones. Strong communities have enthusiastic members

28
who recommend products and support the brand. When a community is well-organized,
it can grow naturally as members invite their friends and connections.

Creating strong brand communities can provide valuable market insights and foster
organic growth through word-of-mouth recommendations.

4.Brand and customer humanization

A key point in this guide is how crucial brand authenticity is. Marketing can sometimes
seem fake or insincere when it tries to address customers' human needs.

Effective community marketing avoids this problem by letting community members

take charge. They share genuine feedback on products, post real user-generated content,
and build unique connections that a brand can’t replicate. This leads to a more authentic
and human experience for brand supporters.

• Drawback

1.unique skill set up require

Community-based marketing might seem easy at first, but it's actually quite
challenging. It often goes against traditional marketing practices, making it hard to
measure its impact and create targeted messages. Brands need to handle negative
reviews openly, be honest, and work closely with community members to understand
their needs.

Marketers must also be very genuine in their communication and continuously adjust
their strategies based on community feedback. If a brand isn’t authentic at any point,
community members can quickly lose trust.

2.long term approach

Although it’s not necessarily a drawback, marketers should recognize that community
strategies require a long-term commitment. Trying to use a community just to boost
sales quickly or launch an ad campaign can backfire.

29
Community marketers must be ready to prioritize long-term brand development and
customer experience, even if it means putting short-term goals or campaigns on hold.

3. High commitment

Like any long-term strategy, community marketing needs marketers to put in time to
build and support the community, listen to members, gather feedback, and keep in touch
regularly. While community marketing offers benefits like quick responses,
personalization, and authenticity, it requires a lot of ongoing effort from the team.

• Example of community-based marketing

➢ Lululemon

Lululemon’s successful growth as a fashion retailer comes from their unique

community-building strategy. Instead of focusing on online platforms, they concentrate
on local communities in the real world. They build strong relationships with local
leaders, like yoga instructors and gym owners, through product sponsorships and other
collaborations.

30
Lululemon lets individual stores manage these local connections rather than controlling
them from a central office. This local approach helps people connect better because
they share the same culture and face-to-face interactions make these connections even
stronger.

➢ Adidas Creator’s Club

The Adidas Creator’s Club is a strong program that builds community through rewards.
Members can earn rewards by doing things like uploading photos or joining workouts.
These rewards include early access to sales, discounts on products, or special invites to
events.

Adidas is more hands-on with their community building compared to a program

like Lego’s. They create the activities, rewards, and exclusive offers themselves.
This requires skill and a good understanding of their customers to do well.

31
• What are the tactics involved in community marketing?

It’s clear that community marketing is valuable in today’s connected world.

However, figuring out the best methods and tools to build and manage great brand
communities is still challenging.

1. Create advocacy and ambassador programs

Advocates and ambassadors are key to a community. They start conversations,

organize events, and help new members feel welcome. When working with
brand communities, these advocates are very important.

Brands need to connect with and motivate these advocates, which can be done
through an advocacy program or ambassador program.

An advocacy program rewards and encourages customers to promote the brand.

These programs can include rewards, VIP clubs, or even paid ambassador roles.

If you want to learn how to create an advocacy program, check out our guide
here.

32
2. platforms Online

Online platforms like Lego Ideas or Facebook groups are great for bringing
together communities in a digital space. Marketers can set up and manage these
spaces to start conversations, share offers, and collect feedback.

However, it's crucial to find the right balance of control. If a brand’s presence
becomes too dominant, customers might feel the community is just a way for
the brand to advertise rather than a place for genuine interaction. This could lead
to customers leaving the group or turning against the brand.

3. Support a social cause

One of the best ways for marketers to build communities is by supporting

social causes. People form strong connections when they support causes they
care about, like the global climate protests started by one activist in Sweden.

Consumers also expect brands to have a positive impact on their communities.

Marketers can support causes by sponsoring organizations, hosting events, or
making donations. However, it’s important for brands to be genuine. For
example, Pepsi faced criticism for a human rights ad featuring Kendall Jenner,
as it seemed inauthentic and quickly drew negative feedback.

4. Host event

Events are a simple way to create shared experiences and traditions within a
community. In-person events are particularly effective because they allow
people to interact face-to-face and connect with the people behind the brand.

33
 However, planning events can be challenging and costly. It’s important to first
figure out what will attract people to attend and how to keep them engaged once
they’re there.

5. Gifting

Lululemon used gifting to help quickly expand local communities. They gave
local ambassadors items like yoga mats to share with fitness studios or their
clients. Gifting makes customers feel valued and builds goodwill. However,
gifts shouldn’t be given expecting a future purchase, and they should be relevant
to both the brand and the community.

• How is community marketing measured?

The biggest challenge for marketers using community-based marketing is

measuring success. There aren’t set metrics for community marketing, so it’s often
evaluated through observation and qualitative study.

However, the impact can still be measured by using simple goal-setting techniques.
Marketers can set a clear objective, create measurable goals, plan tactics, and
determine costs.

Objective → Measurable Goal → Tactic → Cost

Objective Measurable Goal Tactic Cost

Increase
Generate $3.4M in
sales of Gift 5,000 pairs of
sales from running
running running shoes to $500,000
shoes by end of
shoes this running clubs
August 2020
summer

34
To get the best results from community marketing, the process should be ongoing—
marketers need to assess whether their strategies are working or not and then adjust
their methods accordingly. This continuous improvement helps provide more reliable
data.

Although measuring community success can be tricky, even more measurable tactics
like influencer marketing are becoming less effective. Many brands are taking a risk by
investing in community marketing, and it's paying off because it meets the high
expectations of customers.

35
 CHAPTER 3
LITERATURE REVIVEW.

36
❖ Arunprakash, Aswin Kanna, Aravindh Raj, Vasudevan, Turkish
Journal of Computer and Mathematics Education Vol.12 No.11
(2021), 6483-64991: A Comparative Study on Digital Marketing
Over Traditional Marketing.

The project has been started with the only objective of finding is digital marketing is
more effective and efficiency than traditional marketing. Existing marketing process in
the industry has been studied. The study also observes the people’s perception towards
the digital and traditional marketing. The above research clearly indicates the digital
marketing is ahead of traditional in reachability, flexibility, efficiency and in
effectiveness. The study also finds entering digital marketing is highly risky and it
should be avoided initially by maintain traditional marketing side by side. The project
is profitable only if it follows the suggested model or the number of customers should
be high and constant over the periods. The investors who are interested to earn high rate
of return can invest in the project but the risk comes when there is no sound technical
knowledge. Hiring a technical skilled digital marketer will solve the issue.

❖ Mr. G. Kanuka Raju, Dr. G. Haranath, Journal of Emerging

Technologies and Innovative Research (JETIR): A Comparative
Study of Traditional Marketing and Online Marketing.

in this study, the researchers concluded that most of the people they prefer traditional
market than online market. The reasons are lack of technology knowledge, fear ness
about the product whether it is quality or not, fraud, threat of online transactions etc.,
and one more thing is customers are always expecting service along with the product.
Whenever you are purchasing product in online at the time, they are checking the
services is made or not, if service is there the customers are willing to purchase the
goods and services in online otherwise, they prefer traditional market

37
❖ Dr. S. Geetha, International Journal of Emerging Technologies in
Engineering Research (IJETER), Volume 6, Special Issue 1, April
(2018): A Comparative Study on Traditional Marketing and E-
Marketing

In this research study, the researcher concluded that in the modern era, the growth
and development of e-commerce is unavoidable, but it is the fact that majority of
the rural people are not trusted with these companies, it is popular among the city
people. It is the need of an hour to mix the e-marketing with our traditional
marketing and to provide all facilities to the customers as they wanted.

❖ Philip Kotler

• Known as the "father of modern marketing," Philip Kotler has written

extensively about the basics of marketing, including traditional methods like
TV, radio, and print ads. His work has set the foundation for how marketing is
taught and practiced today.

❖ David Ogilvy

• David Ogilvy was a key figure in the world of advertising. He believed in the
power of creativity and understanding the consumer's mind. His ideas on how
to make effective advertisements in newspapers, magazines, and on TV have
had a lasting impact.

❖ George E. Belch and Michael A. Belch

• George and Michael Belch are experts in advertising and promotion. They have
written important textbooks that explain how traditional marketing methods like
TV, radio, and print ads influence people’s buying decisions. Their work helps
us understand how these methods work in the real world.

38
❖ Robert Cialdini

• Robert Cialdini is famous for his research on how to persuade people. His ideas
about what makes people say "yes" are often used in traditional marketing, like
in direct mail campaigns and TV ads, to make them more convincing.

❖ Wroe Alderson

• Wroe Alderson contributed to marketing theory by explaining the different roles

marketing plays in society. His ideas help us understand why traditional
marketing methods are important and how they fit into the bigger picture of
business and economy.

❖ Les Binet and Peter Field

• Les Binet and Peter Field have studied how traditional advertising, like TV and
print ads, helps build strong brands over time. Their research shows that even
in today’s digital age, traditional marketing can still be very effective in building
a company’s reputation and success.

❖ Mark Ritson

• Mark Ritson is a marketing professor who believes that traditional marketing

still has an important role to play. He argues that companies should use both
traditional and digital marketing together to get the best results, rather than
focusing on just one.

These researchers have each helped to shape our understanding of traditional

marketing, showing why it remains an important part of marketing strategies even
today.

39
 CHAPTER 4

CORPORATE PROFILE OF
VISION CAPITAL

40
➢ Vision capital logo:

➢ OVERVIEW OF VISION Capital

Vision Capital is a reputed name in the field of loan and subsidy. With more than 10
years of rich experience and over 1000 satisfied clients, Vision Capital has laid a strong
foundation. Customer satisfaction and Quality work have been the pillars of Vision
Capital. We have a blend of young, smart, dynamic and experienced team consisting of
CA, ICWA, MBA, Engineer and Lawyer, to cater all kind of support to our clients.

Vision Capital is a leading brand involved in various Financial Solutions viz.

Machinery Loan, Project Finance, State and Central Government Subsidy, etc. It has a
well-established Venture Capital model. Vision Capital has its own Non-Banking
Finance Company (NBFC). It also has in-house Manufacturing and Trading as well as
Export/Import of Machinery Tools and Equipment as in Vision Tech (India).

We are in Gujarat and Gujarat is are famous across the globe for their risk-taking ability
as an entrepreneur. We are in Gujarat and Gujarat is a role model for entire country for
industrial development and business since long. Government of Gujarat has also
provided various incentives and came up with attractive schemes to support the
entrepreneurs. However, the entrepreneurs are not aware of these benefits.

There comes Vision Capital. We, at Vision Capital provides solution to all the Financial
Requirements of industrialists. Our aim is to make the industrialist free from the worries
of financial planning by handing it over to us so that they can focus on their business.
Finance is the backbone of any business. We make your backbone strong like a rock to
make your business sustain any type of crises. Our objective is client’s success by
providing them various financial solution in form of Loan, Subsidy, Project Finance,
Venture Capital Assistance and much more. We believe that growth of clients is our

41
 growth. We support normal individuals in starting up business and to help them develop
as a successful industrialist.

➢ Company profile

Name: Vision capital

Logo:

Establish: 2011

Type: Privet

Founder: Mr. Rakesh Unadkat

Head office: Ahmedabad

Website: https://visioncapital.co.in

➢ Service offer by vision capital

42
 ➢ Company vision:
To create successful entrepreneurs from ordinary
individuals by providing services and be part of their
growth story.

➢ Company Mission:
To deliver the services of highest level at reasonable cost,
best quality and fastest speed to outperform client’s
expectations.

43
 CHAPTER 5
RESEARCH METHDOLOGY

44
➢ Objective of Study:

• To analyse the community-based marketing and traditional marketing.

• To study community marketing as well as traditional marketing more
effectiveness compare to digital marketing.
• To know the how many people are interested or attract in traditional marketing
method.
• To analyse the types of issue faced in traditional or community-based
marketing.

➢ Source of Data:

1. Primary data:
The data collection process was carried out through a questionnaire using
Google forms from respondents.

2. Secondary data:
Data collection through the available different source:
• Website
• Research paper
• Articles
• Journals

➢ Research design:

• In this research project Descriptive design is used. To collect a primary data the
research used survey approach.

➢ Sampling Plan:

1. Sampling unit:

45
 Student, businessmen, job work who are different field in work.

2. Sample size:
59 Respondent have been collected for a research purpose.
3. Sampling method:
Convenience method.

4. Research instrument:
Questionnaires.

➢ Tools of Analysis:
• Ms excel ( Bar charts, pie charts)

46
 CHAPTER 6
DATA ANALYSIS AND ITS
INTERPRETATION

47
 ➢ Gender:

Gender Respondent
Male 32
Female 27
Total 59

➢ Data interpretation:

• From the above analysis 60 respondent are male.

• Only 50 respondents are female.

48
➢ Data interpretation:

• From the above analysis, majority respondent is 18-25 age it is 48.2%, 27.3%
respondent are 26-40 age of group, and 20.9% respondent are 41-60 age of
group.

• The most of respondent age is between 18-25. Because of the survey is

conducted for community-based marketing and traditional marketing method.

49
➢ Data interpretation:

• Most of Response are come from Business that is 35.5%.

• There are 30.9% are from student.

• Only 26.4% response come from job work.

• Few responses come from other work.

50
➢ Data interpretation:

• Most of respondent are familiar with traditional techniques that

is 50.5%.

• 42.2% respondent are some what familiar.

• Only few respondents not familiar at all.

51
➢ Data interpretation:

• From the above analysis most, effective technique in

traditional marketing it is Tv commercials that is 48.2%.

• There are 47.3% of print ads effective techniques in

marketing.

• Only 43.6% response said Radio ads is effective techniques.

• There are 36.4% response said outdoor advertising effective

techniques in marketing.

52
➢ Data interpretation:

• Most of response said traditional marketing still relevant in today’s

digital age that is 54.1% are said yes.

• 22.9% of response said not sure above this.

• Only 22.9% said not relevant.

53
➢ Data interpretation:

• 48.2% response sometimes attention to traditional marketing

message.

• Only 26.4% response said always pay attention to traditional

marketing message.

• 19.1% response said rarely pay attention in this technique.

• Only few responses never attention to traditional marketing

message.

54
➢ Data interpretation:

• 64.2% response said yes that feel the traditional marketing has
influence your purchasing decision in the past.

• Only 23.9% said no there are not influence in past purchasing.

• Few responses not sure above the decision.

55
➢ Data interpretation:

• 33.9% response said somewhat likely to engage with traditional

marketing campaign in the future.

• 48.6% response said very likely.

• 17.4% response said not likely at all.

56
➢ Data interpretation:

• 57.8 response said yes there are aware above the rent subsidy on
msme program.

• Only 42.2% response said no there not aware above the rent subsidy
on msme.

57
➢ Data interpretation:

• 47.2% response said reduce the financial stain that is impacted.

• 48.1% response said help in enable to expansion.

• 39.6% response said improved cash flow.

• Only 33% response said impacted rent subsidy in other area.

58
➢ Data interpretation:

• 21.7% response are satisfied in rent subsidy program.

• 14.2% response are very satisfied in rent subsidy program.

• 26.4% response are neutral in this program.

• 20.8% response are very dissatisfied.

• Only few responses are dissatisfied in this program.

59
 Chapter 7
finding and suggestion

60
❖ FINDING
WE ARE COLLECTED TOTAL 110 RESONCE AND IN OUR RESPONSES 55.5%
IS MALE and 44.5% is female.

Most of the people select of business and 26.4% people is do the job work, 30.9%
people is management students and 7.3% people is doing the another work.

Here is almost 50.5% people is very familiar with the traditional marketing, 42.2%
people is somewhat familiar and 7.2 people is not familiar at all.

TV commercial method and print ads method is more then effective of radio ads method
and outdoor advertising method. Because TV commercial and print ads method selected
is 48% people compare to the another method.

Traditional marketing is still relevant in today’s digital age because depend on our
research 54.1% people is agree with this think and 22.9% people is not agree and 22.9%
people is not sure with this think.

48.2% people is sometimes pay attention to traditional marketing message and 19.1%
people is rarely, 26.4% people is always attention to traditional marketing message and
6.4% people is never attention to traditional marketing. But good for the traditional
marketing because mostly people is attention to the traditional marketing messages.

64.2% people is influenced through traditional marketing to purchasing decisions in the

past? 23.9% people is selected no and 11.9% people is not sure for traditional marketing
influenced though purchasing decision in the past?

61
Here is 48.6% people is very likely engaged with traditional marketing campaigns in
the future and 23.9% people is sometimes and 17.4% people is not likely at all.

After we are do the survey our financial product or rent subsidy

programme.

Here is 57.8% people is aware about the rent subsidy on MSME. And 42.2% people is
not aware about the rent subsidy on MSME.

Rent subsidy programme is very helpful for the manufacturer and job workers but
depend on our survey almost people is give the response reduce financial strain, enable
expansion, improved cash flow, and other.

Here is high level of get the negative review about the rent subsidy programme and
some people is satisfied, dissatisfied or very dissatisfied and neutral for rent subsidy
programme.

❖ SUGGESTION

Posters have been used for a long time to market businesses. Even though we have
many digital ads today, a study by USPS and Temple University found that physical
ads, like posters, are actually better at helping people remember brands than digital ads.

In the past, marketers didn’t have laptops to make fancy designs. They only had ink and
machines to print posters. But now, we have technology that adds a modern twist to this
old marketing method. Basically, it’s combining an old way of marketing with new tech
to create beautiful posters.

62
It’s a mistake to overlook the power of posters. Marketers can use them to create strong
emotional responses from people, and they can do this on a large scale without spending
a lot of money.

Think about it: with online ads, you pay for every click or view, but posters stay up for
a long time without any limit on how many people can see them. The cost is much
lower, especially if you use an online poster printing service, and the potential reach
can be much higher.

The success of posters depends a lot on how well the campaign is planned and carried
out. But when done right, posters can be just as effective as digital ads.

Presentations are a way of doing indirect marketing, which is especially important for
B2B marketers. They’ve been used for a long time, but many people still don’t put
enough effort into making good presentations.

Adding transitions and backgrounds can be a hassle, right? But here’s the thing: they
can be really important for making a good first impression.

When marketers show their products to decision-makers, they focus on the benefits.
But if the presentation isn’t well-made, it can make the marketing team look bad.

Marketers definitely don’t want to seem lazy, but rushed presentations can give that
impression. Nowadays, it’s easy and affordable to make great presentations using tools

63
like Pitch’s presentation maker. So, there’s no excuse for not creating high-quality
presentations.

64
CHAPTER 8

LIMITATION

65
Traditional marketing, which includes methods like TV ads, radio commercials,
billboards, and print advertisements, has been effective for many years. However, with
the rise of the internet and digital devices like smartphones, tablets, and social media
platforms, traditional marketing has some notable disadvantages. Here are a few of
them explained in simple terms:

1. High Costs: Traditional marketing methods, such as TV and radio ads, are
expensive. Small businesses often struggle to afford these types of
advertisements, making it hard for them to compete with larger companies.
2. Limited Reach: Unlike digital marketing, which can reach a global audience,
traditional marketing is often limited to a specific area or region. For example,
a local newspaper ad will only be seen by people in that area.
3. Difficult to Measure: It's challenging to track the effectiveness of traditional
marketing campaigns. For instance, it's hard to know how many people actually
saw a billboard or responded to a radio ad.
4. Less Targeted: Traditional marketing doesn’t allow for precise targeting. Ads
are shown to a broad audience, many of whom may not be interested in the
product or service being advertised.
5. Slow Results: Traditional marketing campaigns usually take longer to show
results. Unlike digital marketing, where you can get immediate feedback, it may
take weeks or months to see the impact of a traditional marketing campaign.
6. Declining Effectiveness: With more people spending time online, traditional
marketing methods like newspapers and magazines are becoming less effective.
Many people now skip TV ads or use streaming services that don't have
commercials.

Overall, while traditional marketing has been successful in the past, the rise of digital
marketing offers more cost-effective, targeted, and measurable options for businesses
today.

In traditional marketing, ads often use static text, meaning once the ad is printed or
published, it can't be changed. For example, if you place an ad in a newspaper to sell a
product, but you run out of stock, you can't update the ad to let people know. This might
lead to customers being disappointed when they try to buy the product and find it's not
available.
66
On the other hand, in digital marketing, you can quickly update your website or social
media page to inform customers about the stock status. This helps keep customers
informed and happy because they always have the latest information.

In traditional marketing, it's hard to quickly update or change your advertisement. You
have to plan and prepare your ad well in advance, even if it's just for a daily newspaper.
If something changes, like prices or stock levels, you can't make updates right away.

In contrast, with online marketing, you can easily and quickly update your ad within
minutes. This flexibility is especially helpful for small businesses that need to respond
to changes immediately.

Putting ads in newspapers or handing out flyers costs money every time you run a
campaign. But with online marketing, you don't have to pay extra for changes on your
website—your team can handle that easily. Traditional marketing companies charge
you for every batch of flyers or mailers, while in online marketing, your ad is visible to
everyone on the internet without extra cost.

1. Traditional Marketing: Targets a broad audience or market segment, not

individual customers.
2. Example: An ad for a new handbag style might be aimed at young women as a
group.
3. Online Marketing: Allows you to target individual customers based on their
specific interests and behaviour.
4. Personalization: You can suggest products that match what each person is
looking for, making your marketing more customized.
5. Shift to Online: Traditional media like newspapers and magazines are moving
online.
6. Accessibility: People can now read news from anywhere.
7. Reason: The internet is widely available to most people.

Many people tend to overlook traditional advertisements. For instance, they might drive
past billboards without noticing them or skip over banners without reading the message.
When commercials come on TV, it's common for viewers to change the channel or tune
out until the show returns. This makes it difficult for traditional marketing methods to

67
effectively capture attention, as people have become skilled at avoiding these types of
ads in their daily lives.

Traditional marketing often feels forced on consumers because it’s integrated into their
daily routines. Whether it’s ads on TV, billboards on the road, or flyers in the mail,
people encounter these messages without choosing to. As a result, traditional marketing
usually has a low response rate, as many people ignore or avoid these ads.

One significant disadvantage of traditional marketing is its lack of immediacy, which

limits a business's ability to quickly respond to changes in the marketplace. When
running ads in magazines, for instance, you often need to plan and create your message
weeks or even months in advance. Even ads for daily newspapers require a lead time
of several days, making it difficult to react swiftly to market trends or new
opportunities. Changing a broadcast ad, such as those on radio or TV, involves
additional time and production costs, further slowing down the process. In contrast,
digital marketing offers a much faster alternative. Small businesses can instantly update
their Facebook pages, send out tweets, or make changes to their websites within
minutes. This allows them to adapt quickly to market shifts, respond to customer
feedback, or take advantage of new trends, giving them a significant advantage over
more traditional methods.

Traditional advertising has a major limitation in the amount of information it can

convey. When using methods like print ads or broadcast commercials, you only have a
small amount of space or time to get your message across. For example, a newspaper
ad might only give you a few square inches to work with, or a TV commercial might
last just 30 seconds. This makes it difficult to provide detailed information about your
products or services. On the other hand, digital marketing allows for much more
flexibility. If you can direct people to your website through a banner ad or a link, you
have the opportunity to share as much information as you want. You can offer page
after page of content, providing detailed explanations, images, videos, and more, which
helps in fully educating your customers about what you offer. This ability to deliver a
more comprehensive message gives digital marketing a distinct advantage over
tradition nal methods.

68
Technical problems can sometimes make it hard for consumers to see online
advertisements, which can affect a company's ability to reach potential customers. For
example, if a website is down or if there are delays in loading a website or video, people
might not see the ads at all. This can lead to missed opportunities for businesses to
showcase their products or services and potentially lose sales. Viewing issues can also
happen if someone is using a smartphone or other mobile device with a slow internet
connection, or if their computer doesn’t have the right software to display the content
properly. These technical challenges can reduce the effectiveness of online advertising,
as they prevent ads from being seen by as many people or as clearly as intended. This
is a downside of relying on digital platforms for advertising, as companies can miss out
on reaching their audience when these problems occur.

69
CHAPTER 9

CONCLUSION

70
This study shows current scenario of traditional marketing and community-based
marketing. Most of the respondent are familiar about the traditional marketing method.

Traditional marketing is effective in this era. Customer trust worthiness purpose this
concept is very useful in current time compare to digital marketing method. According
to survey most of respondent pay attention in traditional marketing message.

According to study more then fifty percentage person said about still relevant traditional
marketing compare to in this digital era. student or businessmen are satisfied for face
to face marketing method because they are high effect about their product or any
services.

We were doing sip in vision capital. In that company we can learned how to convince
the customer, how to close the lead and how to get new client. So we can learn about
the new company and that staff is so much helpful a cooperative with us.

71
 BIBILOGRAPHY

❖ References
MIYAZOEa), K. (2002, jume). The concept of community-based marketing. Retrieved from
ResearchGate:
https://www.researchgate.net/publication/361039002_The_concept_of_communit
y-based_marketing

Paulina. (2022, May 23). Community Marketing: What is it & how it helps organizations.
Retrieved from Zapnito: https://knowledge.zapnito.com/posts/community-
marketing-what-is-it-how-it-helps-organizations

Salesforce’s. (2023, August 11). What defines a community? Retrieved from duel.:
https://www.duel.tech/blog/community-based-marketing-guide-including-tactics-
and-examples

❖ WEBSITE:

• https://www.researchgate.net/publication/361039002_The_concept_of
_community-based_marketing
• https://knowledge.zapnito.com/posts/community-marketing-what-is-it-
how-it-helps-organizations
• https://www.duel.tech/blog/community-based-marketing-guide-
including-tactics-and-examples
• https://visioncapital.co.in/
• https://www.bluelinecapital.co.za/disadavntages-of-traditional-
marketing/

72
❖ Annexure

“A STUDY OF PERCEPTION OF COMMUNITY BASED

MARKETING WITH SPECIAL REFERENCE TO
TRADITIONAL APPROCH”

Dear Sir/Madam,

We are pursuing MBA at Gandhinagar Institute of Management, approved

by Gandhinagar University, Gandhinagar as a part of my Comprehensive
Project (MBA-II, Semester-III), we have prepared a brief questionnaire for
the project titled “Community based marketing for rent subsidy programs:
building trust and outreach". We solicit your help for the same. We assure
you that the information provided by you will be used for academic
purposes only and will not be divulged to anybody.

Thanking you for

your valuable time.
Rohit Jagatiya
Vivek Panchal

1. Name:

2. Email id.:

3. Age:

o 18-25
o 26-40
o 41-60
o Above 60

4. Gender:
o Male
o Female
o Other

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5. Occupation:
o Students
o Business
o Job work
o Other

6. How familiar are you with traditional marketing techniques?

o Very familiar

o Somewhat familiar
o Not familiar at
all

7.Which traditional marketing method do you think are most effective?

▪ Tv commercials
▪ Print ads
▪ Radio ads
▪ Outdoor advertising

8. Do you think traditional marketing is still relevant in today's digital age?

o Yes
o No
o Not sure

9. How often do you pay attention to traditional marketing messages?

o Always
o Sometimes
o Rarely
o Never

10. Do you feel that traditional marketing has influenced your

purchasing decisions inthe past?
o Yes
o No
o Not sure

11. How likely are you to engage with traditional marketing campaigns in

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 the future?
o Very likely
o Somewhat likely
o Not at all likely

❖ Rent subsidy program

Awareness or impact on msme

12. Are you aware about rent subsidy on msme?

o Yes
o No

13. How has the rent subsidy impacted?

o Reduce financial strain
o Enable expansion
o improved cashflow
o other

14. How satisfied are you with the rent subsidy program?
o very dissatisfied
o dissatisfied
o neutral
o satisfied
o vey satisfied

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