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Page 1: Project Synopsis MBA Mahesh

A Project Report

on

“Analysis of Sales Promotion and Advertising

Strategies of indiabizsource.com”

By

Mahesh Rawat

(Registration No. 1305009925)

A project report submitted in partial fulfillment of the requirements

for the degree of Master of Business Administration of

Sikkim Manipal University, INDIA

INSOFT, C – 2 SECTOR – 10, NOIDA – 201 301

CENTRE CODE – 1822

Sikkim – Manipal University of health, Medical and technological science Distance

Education wing

Syndicate House, Manipal – 576104

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DECLARATION

I hereby declare that the project report entitled:

A Project Report on “Analysis of Sales Promotion and Advertising

Strategies of indiabizsource.com” submitted in partial fulfillment of the

requirement for the degree of Masters of Business Administration to

Sikkim – Manipal University, India, is my original work and not submitted

for the award of any other degree, diploma, fellowship, or any other

similar title or prizes.

Place: Noida

Date: _________

(Mahesh Rawat)

Registration No. 1305009925

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Certificate

The project report of Mahesh Rawat (Registration No. 1305009925) A

Project Report on “Analysis of Sales Promotion and Advertising

Strategies of indiabizsource.com” is approved and is acceptable in

quality and form.

Internal Examiner External Examiners

(Mr. _________)

TABLE OF CONTENTS

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S.NO TOPIC PAGE NO.

1 EXECUTIVE SUMMARY Summary Importance of Sales Promotion and Advertising Strategies

06 – 08

2 INTRODUCTION Introduction of Indiabizsource Business Solutions of Indiabizsource Business Promotion Solutions Indiabizsource Mobile Solutions Web Services Major categories of products being promoted by

Indiabizsource

10 – 34

3 REVIEW OF LITERATURE What is Sales Promotion & Advertising strategy Characteristics of Sales Promotion and advertising strategy SWOT Analysis

35 – 54

4 OBJECTIVE Objectives

55 – 57

5 RESEARCH METHODOLOGY Competitor Analysis Facebook Comparison SEO Comparison Demographic Analysis

58 – 65

6 CONCLUSION Conclusion

66

7 REFRENCES & BIBLIOGRAPHY References & Bibliography

67

8 APPENDIX Questionnarie

68 – 70

Executive Summary

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Summary

This project aims at showing the importance of b2b market in today's world. It aims atshowing how this industry functions. There is high number of growth in the b2b industry.With many businesses and entrepreneurs on their way to the market, it shows thecharacteristics of sales promotion and strategy of the b2b company. The b2b companythat has been referred here is indiabizsource. The projects aims at showing its SWOTanalysis, objectives of the company. Apart from this, the projects exhibits the way theresearch methodology is done. This projects was research on the basis of CompetitorAnalysis, Facebook Comparison , SEO Comparison, Demographic Analysis. Theprojects also shows the facts and factors of the importance of b2b portals by the use ofquestionnaire. Below are some of the factors that shows the importance of SalesPromotion and Advertising Strategies .

Importance of Sales Promotion and Advertising Strategies

Sales promotion and advertising strategies are the lifeblood of a business without thesethere would be no business in the first place; therefore it is very important that if abusiness wants to succeed, it should have a sales promotion strategy in mind. Theprimary objective of a sales promotion and advertising strategies is to improve acompany’s sales by predicting and modifying your target customer’s purchasing behaviorand patterns. They are very important as they not only helps to boost sales but it alsohelps a business to draw new customers while at the same time retaining older ones.

A business can promote itself through and effective sale promotion and advertisingstrategies because it says something about work and helps the business to identifythemselves. They can be an inexpensive way of increasing awareness, of reaching newbuyers or extending the buying choices of existing audiences. As an essential part of anypromotional campaign they should be planned from the beginning.

They can be one of the best tools for retaining customers and increasing your share oftheir wallet. The promotions and advertising can encourage customers to try your productor company, increase their frequency or quantity of purchases, they can help you buildyour database, cross-sell and extend and reinforce your brand.

There are several reasons explaining this phenomena:

Increased brand parity and price sensitivity of consumer:

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With more brand choices available to the consumer and with the fact that productdifferences are becoming less and less apparent, consumers are becoming more and morereliant to the price and price incentives.

Decreased brand loyalty:

Another reason which goes hand in hand in increasing sales promotions budget isdecreased brand loyalty. Consumers are getting used to the fact that almost always atleast one brand category is on sale or on a sales promotional offer.

Rewards for meeting targets:

Another reason is coming from the roots of corporate culture and the reward andpromotion strategy within corporations. In the conditions of severe competition, there isincreasing pressure on brand managers to show fast results in terms of increased sales andnothing is as effective in short run as sales promotions to achieve this goal.

Consumer responsiveness to money saving options:

Another explanation the change in reactions and responsiveness of customers towardsthese promotions. For example, the results of NCH Consumer Survey indicate that onaverage 80.5 percent of consumers in US used coupons over the period of 1996- 1999.(Shimp 1993).

Increase in product variant:

One more reason for increasing sales promotion importance is that many productcategories on the market are in the mature stage and according to the product life cycletheory, sales promotions are extremely effective in maturity stage of the product helpingto boost sales. (Blattberg, Neslin 1990).

Fight for every inch of market share:

Finally the reason that is very relevant to highly competitive markets where companiesfind themselves constantly fighting for the smallest piece of market share – “prisoner’sdilemma” spiral – which is very similar to a price war situation. Manufacturers are lockedinto defensive reactive escalation of sale promotional expenditures.

If one company cuts its sales promotions, it will suffer short-term loss, chances are thatcompetitors will take advantage of that, the company increases its sales promotionalexpenditures short term increase of sales might be very small because competitor reacts.(Blattberg, Neslin 1990).

Immediate positive impact on sales:

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Normally a sales promotion leads to a sense of urgency among the customers to make thepurchases immediately as the promotional offers are for a s о duration of time. So unlike advertisement, where purchase after seeing the advertisement is a prolong process, sales promotion aids in getting an immediate positive impact on the sales of any organisation. So if the promotion is well planned, measuring the impact is also very easy.

Shoppers want to be Smart-Shoppers:

Shoppers have learnt pretty well that they are supposed to be smart and make their purchases exactly as and when they have the best offers being given by the retailers and manufacturers. They have learnt overtime that brands with promo offers need not necessarily be of bad quality.

Advertisements getting more costly:

Today advertising in any media has become very expensive. Among the most costlier are the audio visual ones which are considered to be the most effective ones. There are many firms who are not been able to afford the high pieces and hence are resorting to sales promotions which otherwise they are finding more effective. Also the customers are also not very happy with the advertisement clutter which hampers their normal viewing of anyprogram. And as discussed earlier, the zipping and zapping cause a major loss of communication through advertisement.

The increase in power of trade:

Today with the retail boom, distributors and retailers are more powerful and they are actually dictating certain terms with the manufacturers. The shelf space since limited in the retail outlets, is creating a lot of competition among the manufacturers for that space. Everybody wants prime space, especially during new product introduction. This gives a chance to the retailers to play around with the manufacturers.

Impulse purchase is on an increase:

Consumer behavior has changed drastically. Purchases are more impulsive today than ever. This facilitates the success of the sales promotion.

Create interest and excitement:

Some promotions like scratch card, games, contests, free premiums etc create a lot of excitement and interest among the customers. They enjoy these offers very much and respond very positively to these.

Increasing Inventory:

Presently there are many brands which are selling in the market and because of this increasing competition and presence of so many brands, the retailers and distributors are

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finding it very difficult to anticipate future sales. So inventory is piling up and they need sales promotion from time to time to clear these stocks.

Introduction

Introduction of Indiabizsource

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Indiabizsource.com (formerly known as Networktoday.com) is owned by IntegratedDatabases Limited (IDIL), an India Today Group company that has been in operationsince 1993. This IDIL brand has immensely grown as India's leading Global online B2Bmarketplace. It provides a large and reliable platform for Indian SMEs / MSMEs toconnect with the global buyers to grow their businesses and globalize their operationseffectively. Buyers and sellers are provided a vast pool of options like online listing,search, buy/ Sell offers etc to establish their credibility and promote their business.

IDIL is providing highly responsive databases in Print and in Electronics Medium, aswell as management of Database information and direct marketing / sales.

Having state of the art branch offices in 9 cities of India with head office in New Delhiand approx. 500 employees, its main business activities are Database Management,Directory Publishing, Tele and Direct Marketing, International Yellow Page Sales,Electronic Directory, Online Marketing and B2B Portal.

Databases on various industries & business portals are developed & maintained internallythrough primary sources, collected by our own team over the past 20 years. It is wellorganized with fast access and update. A sincere effort is made to maintain a highlyreliable, accurate and updated databases.

Our publications C&I Guide & Build Today are well positioned in the B2B segment dueto the quality information these share.

Indiabizsource.com has an ambitious vision of introducing various features of businesses.We are relentlessly focused on adding selection and making it convenient for customersto find discover, and post offers using our service. We are keen to hear your opinion, so,please share any feedback you may have for us. You can also follow us on Facebook /Twitter / Linkedin.

Business Solutions of Indiabizsource

Business Promotion Solutions

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Email Marketing Solutions

A note on Electronic Direct Mailer

Why do i need electronic direct Mailer?

Electronic Direct Mailers (EDMs) refers to email based marketing campaign whereinyour promotional communications are sent via email to your relevant target audience.

EDMs give you the ability to distribute information about youroffers/products/promotions to a wide range of potential customers at relatively low cost.Not only are EDMs cost effective, they are also fast, and, just as importantly, can belinked back to websites and microsites for individual product service and promotion.

Thru EDMs, an advertiser is able to 'push' the message to its audience, as opposed towebsite-based marketing which relies on a customer to visit the website. We can alsotrack the response to this type of e-mail marketing via auto-responders, web bugs, bouncemessages, unsubscribe requests, read receipts, click-throughs, etc. These mechanisms canbe used to measure ‘open’ rates and positive or negative responses and to correlate saleswith marketing

WHY SHOULD YOU BUY FROM US?

We assure a hassle free, high performing EDM campaign over the target audience of yourchoice in any part of the country.

We possess a deep understanding of your business related target audience to help youreach out to widest possible target audience. Our databases is of extremely high quality–sourced both inhouse, and from within the IndiaToday group - to ensure a highperforming campaign for you. Our highly talented team has indepth expertise andexperience in designing high quality creatives for mailers.

KEY CLIENTS AND STATS EDM FAQs

Again – why should I send on EDM?Here is a list of key reasons why you should spend on EDMs:

It is fast, cost effective and, just as importantly, can be linked back to websites andmicrosites for individual product service and promotion

It gives you the ability to distribute information about your offers/products/promotions toa wide range of potential customers at relatively low cost

As an advertiser, you can 'push' the message to your audience, as opposed to website-based marketing which relies on a customer to visit the website. You can track the

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response to this type of e-mail marketing via auto-responders, web bugs, bouncemessages, unsubscribe requests, read receipts, click-throughs, etc. These mechanisms canbe used to measure ‘open’ rates and positive or negative responses and to correlate saleswith marketing

Who would be responsible for designing the email creative/landing page?

While we would be responsible for designing the email creative, if you have the sameavailable through an inhouse design team or any creative agency that you work with, wewould be able to include the same in your campaign. If you would like us to do thedesign, we would require you to provide the relevant material, graphics etc.

How do I ensure that my promotional messages are seen by my targetaudience?

Before we send the campaign, we require you to specify the geography and the profile ofthe target audience you want to direct the campaign to. Once we have this informationfrom you, our team of experts does further analysis of your business to see if more/lessprofiles need to be added. After confirmation from you on the final set of profiles, weexecute the campaign. Our high quality of database, and the efficiency of our EDMsoftware ensures that the right message gets delivered into the inbox of the right targetaudience. This is sufficient to ensure that your promotional messages are seen by yourtarget audience.

Is there any minimum response guarantee?

We are probably the only company that guarantees responses. If the campaign executedby us generates a response below 1% open rate, we send out additional emails upto apredetermined limit to ensure that the client gets maximum activity for their investment.

Can I get sample data to determine the quality of data?

As a company policy, we do not share sample data with anybody – our data is ourintellectual property. However, we can share previous case studies from your closestbusiness category to give you an idea of the quality of database and campaigns that wecan do for your business.

Will I get a teste mail before my campaign starts?

Yes – we will send you a test email before the campaign starts, so that you can verify theemailer that will be sent out on your behalf.

What reports can I expect to receive?

We share reports both as stats, as well as snapshots of analytics directly from our EDMsoftware. The data shared includes volume sent, volume delivered, bounces, opens, clicks

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etc. These are very elaborate reports and contain complete set of information that youwould need.

SEO Solutions

How is SEO important to your Business?

There are over 100 billion global searches being conducted each month in whichSearch and E-mail are the top two internet activities.

SEO delivers More Targeted and Qualified Website Visitors.

For Google, a study from Slingshot SEO shows approx.18% of organicclicks/search results.

The search engine industry is estimated to be worth more than $16 billion.

Search Engine Market Share (World)As of January 2011, there were 273,301,445 sites. This represents a 156% increase in 4years, so the main question is how will your site stand out against all this growingcompetition?

Search Engine Market Share (India)In India, Google is used for mostly searches.

Our SEO Packages are designed to suit all types of clients and to expand businessesinternationally.

Why Indiabizsource SEO Visibility on leading B2B Portal

Company mapping on B2B Portal

Product Mapping on B2B Portal

Relevant Visits

Genuine Business Enquiries

Visible return on investment (ROI)

Practices Google compliant guidelines

Covers every effective link building method

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Affordable SEO Packages that suit your business and budget

SEO Services we offer:

Article Submission

Submitting articles to article directories will boost SEO with great backlink and increaseyour website's rankings online.

Directory Submission

Submit your web site URL to various online directories and popular search engines helpincrease your website SEO tremendously.

Forum Posting:

SEO forum posting is beneficial for it drives more traffic into your website and increasesyour brand credibility.

Blog Posting

It is much easier and quicker than adding new page to your website and can aid in yourweb marketing as it can be indexed & ranked by Search Engines.

Squido Creation:

Our SEO optimized Squidoo Lens Creation service provides high traffic and effectivelink building for your web site promotion online.

Link building Service

It is the most significant exercise undertaken to extend the visibility and later on the flowof traffic of a web site.

One way, two-way and 3 way link building

Quality One way, two-way and three way link building services we offer can generaterelevant back links (inbound links) to your website.

On page optimization

Our on page optimization service assists in increased traffic, online sales & ROI and cost-effective customer acquisition.

Off page optimization

It aims at getting Back links and a permanent traffic attracting visitors looking to buyyour idea, product or services.

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Our SEO Packages

Packages Micro SEO Mini SEO

Website Analysis Yes Yes

Max Keyword Research* 15 25

Keyword for Promotion 5 10

* after research, these many relevant keywords will be sent to the client to choose from

On Page Optimization:

Meta tag creation & optimization Yes Yes

Content Duplication Check Yes Yes

Content Optimization 5 Pages 5 Pages

Image Optimization Yes Yes

H1 & H2 Tags Yes Yes

Anchor Text Yes Yes

Alt Tag Optimization Yes Yes

Robots.txt Optimization Yes Yes

Footer Link Optimization No Yes

HTML Sitemap creation No Yes

XML Sitemap Creation & regular updation Yes Yes

Analytics/Visitors Tracking:

Google Analytics Setup & Monitoring Yes Yes

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Webmaster Setup:

Google Webmaster Setup & Monitoring Yes Yes

Off Page Optimization/Link Building:

Manual Search Engine Submission Yes Yes

Manual Directory Submission Yes Yes

Article Creation 1 Article/Month 1 Article/Month

Article submissions Yes Yes

social Bookmarking Yes Yes

Classified Posting No Yes

Visibility on Indiabizsource.com B2B Marketplace:

Company Mapping on Indiabizsource.com Yes Yes

Multiple Category Mapping on NT No Yes

Product Mapping on Indiabizsource.com Yes Yes

Reporting:

Search Engine Ranking Reports (Monthly) Yes Yes

Traffic Status Report Yes Yes

Client Support Yes Yes

Banner Solution

Make a BIG impression with our display advertising banners. This exclusive feature onour B2B portal helps get your companies the best promotion and visibility. Now you canadvertise all your products and services through eye-catching ad banner.

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Bespoke web banners with the professional look and finish can deliver on theexpectations you have of them. The size of the ad banner is defined in pixels (width xheight).

S.No.(Page) Banner Type

Total Pages as onSep,13(Approximate)

Size (in Pixel)

1 (Homepage) Slideshow Banner 1 586x252Enquire Now

2(Homepage) Leaderboard Banner

1 728x90Enquire Now

3(Homepage) Full Banner (2 nos)

1 468x60Enquire Now

4 (Homepage) Rectangle Banner 1 180x150Enquire Now

5(Category / Sub-Category) Medium Rectangle Banner

63,000 180x150Enquire Now

6(Company Page) Square Banner

15 Lakh + 250x250Enquire Now

7(Search Page) Medium Rectangle Banner

These web banners can include text, pictures and company logos. Through displayadvertising campaign, you can highlight your businesses on each and every page of theB2B portal and earn a long list of world-wide clients.

This Ad banner has several advantages over advertising on other Medias, including:

Improved visibility and Best Promotion online

Can track performance of a campaign on daily basis

Build huge list of globally spread clients

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Help measure clicks and queries to calculate your ROI

Google Adwords

Drive your sale from Google Adwords:

Google Adwords also known as PPC Services enable you reach a large audience onlinethrough paid search advertising. A full range PPC services by Google certified Adwordsprofessionals are offered here to help you achieve sales goals in fast and cost-effectivemanner. It offers fastest way to promote your products and services. You only payGoogle when a user clicks your ads.

Its Benefits

Targeted Advertising

Drive Traffic In to Your Website

Identify Business Prospects

Better Advertiser ROI

Build Brand

Generate Sales Leads

Reach

Enables reach vast and highly targeted audiences

Cost

Google provide estimate cost per click, you only know after the click happen

No Minimum Spend

You choose your own maximum daily spending limit

Choose how much you want to spend per click for every keyword

Pay Google for user who click on your ad

More cost-effective than Yellow pages, Banner Ads & Direct Mail

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Conversion tracking = real-time return on investment data

Timing

Ads are continuously matched to internet users' interests

Ads are seen by users, who are looking to buy

You reach your audience at the right time, with the right message

Flexibility

Anytime, anywhere, anything you can change in your campaign

See your ads on Google quickly

Optimize and change your ads continually to increase ROI

Target multiple locations and languages

Why Google Adwords?

Used by 80 percent people around the world

Reach worldwide customers on one platform

Google search in more than 100 languages

17 out of 20 countries use Google to search daily

FAQ's about our PPC Management Team

How good are IDIL’s PPC Consultants at providing and managing PPCservices?

Our dedicated PPC Consultant are very good at managing AdWords campaigns andproviding PPC services. Their team approach get the best results for the PPC advertisingclients. They are capable of of solving the most difficult cases.

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What types of clients are best served by IDIL’s PPC Services?

IDIL offers a variety of web marketing services for advertisers to small business owners,medium-sized companies & agencies who can invest in Google AdWords advertising.

Is IDIL a Google Reseller?

No. We are a premium Google SME Partner and involve a negligible PPC servicesmanagement fees. Our customers can benefit from in-depth knowledge, product expertiseand direct access to Google.

Will you use my existing AdWords account, or will you create a new accountfor me?

Its all up to you. Typically we will be using your existing Pay-Per-Click account. Thisway we are enabling you to optimize your budget allotted to Paid Search Advertising.

Do I get regular reports about my account?

Yes, you will receive reports and calls from your dedicated PPC Consultant on regularbasis. You will have a free subscription to our PPC platform so that you have completeaccess to your cadata.

What if I want to take over management of my paid advertising campaignsat some point?

It is absolutely possible. You have access to your account on our pay-per-click platformat any time. After you have gained enough research knowledge and confidence to manageyour paid search campaigns, you can easily transfer from full Consulting Services to our“Do-It-Yourself” platform in minutes.

Does your team require annual or long-term commitments?

No, we do not engage anybody in long-term commitments here. However, we all knowthat building and managing effective PPC campaigns takes some time & consistency. Ifyou are not satisfied with the results you at any time can discontinue our services with aprior notice.

How soon can you begin to work on my account once I sign on?

As soon as we receive your call, we start right away. Our team of dedicated PPCConsultants will give you a call to discuss your goals and strategies.

What it cost to have IDIL manage my PPC account?

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At IDIL, we start your PPC Services at…./month. For more details visit us online. Youcan also contact us for a detailed quote.

Is there a one-time fee to begin working on my account?

IDIL’s PPC Services does not involve any extra or hidden fees. You can begin workingon your account with your first month payment.

How do I get started?

To start your PPC services, you need to just send us a request for consultation online, orcall us at ( mobile no.).

What Google can do for Advertisers?

Reporting:

Customized dashboard as per your requirements

Keyword performance

Ad performance

Destination URL performance

Ad group performance

Campaign performance

Account performance

Geographic performance

Demographic performance

Search term performance

Placement performance

Mobile Solutions

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SMS Shortcode

What are short Codes?

Short codes are mobile numbers that are shorter than regular mobile numbers (usually 10digits) which are used for SMS, MMS and Interactive Voice Services. The idea behindshort codes is to make them easy to remember. For example: India Today uses the shortcode 5-2424 in India, while Star India has 5-7825 (i.e. 5-STAR on a keypad). Messagessent to a short code in general are priced from Rs 1 to Rs 3, depending on the operator.

A keyword is set on a shortcode, eg keyword CNI on 52424, and used in all C&Icommunications to receive SMS based enquiries related to CNI.

In general, SMS Keywords on Short codes are used for generating business leads, buyingcontent, interacting with a help menu, voting on TV programmes, listening to mobileradio, and a host of other services.

Auto forwarding is an option we provide to our customers using which they can receiveall enquiries directly on their mobile phone. These enquiries will also be availablethrough an online report.

Existing Clients

Filter by industry – logos of various clientsInfo available – Name and location, Industry, Logo – this will be shared separately

Why Should You Buy From Us?

Till date, Indiabizsource.com has satisfactorily served hundreds of customers across thecountry. We setup the services within 48 hours of payment, and are available round theclock with zero downtime*. If we fail to deliver the service within 48 hours, we returnyour money back.

Shortcode FAQ’s

What is the scope – which countries would my keyword work from?

What is Auto Forwarding?

What can be the maximum length of a keyword?

How do I find whether a keyword is available or not?

What can be the maximum length of my response message?

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Are all keywords available at the same price?

What are the reporting options?

What if I want a different shortcode instead of 52424?

What is the scope – which countries would my keyword work from?

Shortcodes work only within India, and would not work for queries from outside India –so for instance, any query to +9152424 from outside India would not work. Anybodyrequiring an ‘international’ SMS Code can use a ‘long code’. A ‘long code’ is a 10-digitnumber that we can specifically configure for a client for the purpose of receiving SMSbased queries and sending SMS responses back. Its pricing depends on variousparameters, and can be discussed when required.

What is AutoForwarding

IDIL’s Query Forwarding Innovation: for additional charges per annum, all query detailswith mobile number are forwarded in real time to client’s mobile for immediate action.Ours is the only such service where the client is not required to go to a website to checkdetails of queries

What can be the maximum length of a keyword?

Technically, a keyword can be of any length. However, we recommend a maximumlength of 8 characters (numbers and alphabets) – generally, keep the keyword simple,easy to remember and relevant to the client

How do I find whether a keyword is available or not?

To check whether a keyword is available or not, SMS the suggested keyword to 52424.For example, for client named A2Z Builders, you can suggest keyword A2Z to the client.To check availability, sms A2Z to 52424 – if you get Invalid Keyword.. as response, itmeans the keyword is available. The Indiabizsource Team will give a final go ahead onthe proposed keyword.

What can be the maximum length of my response message?

The length of the response has to be smaller than 320 characters, including spaces andfull stops. The response can be any of the below:

Thanks for your query. Someone from A2Z Builders will shortly contact you. (75 chars)

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Thank you for your interest. Someone from A2Z Builders will shortly contact you. Oryou could reach us directly at 011-43219876, or mobile 09876543210. You could visitour website at a2z.indiabizsource.com (213 chars)

Are all keywords available at the same price?

A keyword which is a word from the English language – eg, PIZZA, or TENT, or BOOK,is a premium keyword, and minimum price is INR 10,000 per annum. It is again subjectto availability.

What are the reporting options?

With each keyword, we provide an online report with client specific login and passwordfor the client to see enquiry details, along with mobile number and region of the Enquirer.For directly receiving the response on the client’s phone number, the option of AutoForwarding is available.

What if I want a different shortcode instead of 52424?

If a client requires a keyword on a shortcode other than 52424 – say on 56161, or 56767,then it will be available at a minimum price of Rs 20,000 per annum.

Mobisite

Why Do I Need a Mobile Site?

Most of your customers use a mobile phone more frequently than a computer, right?Websites that aren't mobile-friendly annoy users and that’s bad business. Consumers aredoing more on mobile devices, including product research; when they do, users look forcontent to meet their on-the-go needs. Thus to showcase your company and products onyour customer’s mobile, you must have a mobile site.

A recent Google survey of mobile users found that 72 percent of mobile users say it’simportant to them that websites are mobile-friendly, yet 96 percent have visited a site thatdoesn’t work well on their device. Almost three-quarters of respondents said they aremore likely to revisit a mobile-friendly site. Users are five times more likely to abandonthe task they are trying to complete if the site isn’t optimized for mobile use, with 79percent saying they will go back to search and try to find another site to meet their needs.This you don’t want to happen to your site, and thus the need for a mobile site.

Pricing

Existing Clients

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Industry – logos of various clientsInfo available – Name and location, Industry, Logo – this will be shared separately

Why Should You Buy From Us?

Till date, Indiabizsource.com has satisfactorily served hundreds of customers across thecountry. We setup the services within 7 days of receiving the complete information aboutyour company/products, and are available round the clock with zero downtime*.

Mobipack FAQs

Again – why should I have a mobisite?

Can you throw some more light on how Google handle mobile searches in light ofmobile site?

What are the other important considerations while designing a mobisite?

At Indiabizsource.com, we take care of the above considerations

What is Indiabizsource.com’s maximum delivery time?

How long would Indiabizsource.com maintain our site after delivery?

What is Indiabizsource.com’s scope of site maintenance?

What are Indiabizsource.com’s renewal charges?

Again – why should I have a mobisite?

Here is a list of key reasons why you should have a mobisite:

If your customer opens your website in a mobile browser he gets the wrongcontent, presented in the wrong order, with a slow and costly download, and withan unadapted layout. A customer that does not easily find what he is looking forwill leave your site immediately without leaving any queries etc.

A recent Google survey of mobile users found that 72 percent of mobile users sayit’s important to them that websites are mobile-friendly

Searches on major engines such as Google are shifting from internet to mobile.For your site to reflect in mobile searches on Google, it needs to be optimized formobile, otherwise Google would rank it lower than other sites that are relevant

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and optimized for mobile. Thus not having a mobile site would benefit yourcompetitors.

Lastly, by 2013, more people will use mobile phones than PCs to get online. Thiswould require you to be not just present but also be relevant on mobile.

By signing up early with us, you will reap huge benefits of a mobisite going forward.

For Google searches from mobile devices, does google give any preference inranking to mobisites as compared to internet sites?

Yes - Google prefers mobile websites over desktop websites for mobile searches becausethese days huge traffic is coming from smart phones

Can you throw some more light on how Google handle mobile searches inlight of mobile site?

Now Google has launched a new smartphone crawler. Google has been serving differentsearch results to mobile phones than desktop computers for a long time. Beyond that,they serve different results based solely on the handset you are using to search. Thedifferences are often subtle, or focused on the order of Universal Results that are includedin the mobile result-set, but Google is algorithmically trying to prioritize content that willwork well on the phone that submitted the query, and give less priority to content thatmight not work on the phone

What are the other important considerations while designing a mobisite?

Layout adaptability to major mobile phone models is an important aspect. It is equallyimportant to offer a user friendly mobile site that is fast and inexpensive to load. Themost important aspect however is the site layout and how the content is displayed. Theneeds and behaviour of a mobile surfer differs greatly from an Internet surfer.

At Indiabizsource.com, we take care of the above considerations

Is it possible to host the mobile site on the same URL as the default internet website suchthat when the URL is loaded from mobile, the mobile site gets loaded and when the site isloaded from a desktop/laptop, the internet site is opened?

Yes it is possible to host the mobile site on the same URL as the default internet websitesuch that when the URL is loaded from mobile, the mobile site gets loaded and when thesite is loaded from a desktop/laptop. Indiabizsource.com also provides an option toswitch from Internet to Mobile site right on the home page.

Can both mobile site and the internet site be hosted on the same server?

Yes - both mobile and Desktop version can be hosted on the same server.

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What is Indiabizsource.com’s maximum delivery time?

Once you sign the contract and give us your information, we will deliver your mobile sitewithin 7 days. Otherwise, we will refund your money.

How long would Indiabizsource.com maintain our site after delivery?

Once the site is delivered, we will maintain your site for one year from delivery date.

What are Indiabizsource.com’s renewal charges?

70% of your first year charges. This is subject to revision.

Web Services

Buy Lead Pack

At Indiabizsource.com, we offer Buy Leads which is a centralized enquiry service toreceive latest business leads from Indian & Global buyers. These b2b leads enable you toreach out to the authentic buyers easily for direct and targeted marketing. Availability ofbuying leads helps you efficiently manage all your buy leads activity efficiently withEasy-To-Use interface.

Buy leads section on our B2B sourcing directory allow you review your buying pattern,your transaction history and your purchased business leads.

Subscribing to this section will facilitate suppliers to quickly search, view & purchase allrelevant Buying Leads as per their product and location preferences.

Benefits

Quick & Easy Accessibility To Unlimited Business Leads

View Thousands Of B2b Leads But Pay Only For Selected One

Get You Regular Alerts For Latest Leads On Your Mail

Reach Out To Your Globally Spread Buyers Instantly

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Website Packages

Gold :

It is also a Premium web design package that offers one year search engine compatibleweb site and includes domain name, up to 75 products, 5 E-mail Ids and more. Otherdistinctive features include 2 minute company video, maps in contact us section. We willbe providing 5 keywords for promotion, and rotating ads for 3 months are also availablecomplimentary on our b2b portal www.indiabizsource.com. Because of the abovefeatures the Mega pack becomes unique and more useful.

Silver

In this Premium Pack, members are offered SEO compatible web design that has requiredcompany info, products with images (upto 30), 2 Email Ids and Free domain name andenquiry form. Here we optimize your site with 3 keywords free of cost on our b2b portal,www.indiabizsource.com along with the company and product/services details. Apartfrom all these, the members are also entitled to yearly maintenance.

Bronze

This specific pack is ideal for small businesses that don't have their own corporateidentity. In this, we offer a standard web design with predefined interface that mainlycontains company logo, company profile, contact info, product/services and standardinformation of an individual. Micro Pack members are given one e-mail id. The companycatalog will reflect on our b2b portal www.indiabizsource.com.

Why do I need a website?

Having a website is very critical in today's business. A website must look professionalboth to an international as well as a domestic audience. After all, that is the power ofinternet – to take you and your offerings to an international audience. In addition toshowcasing your company, your website will also showcase your products.

As it is always said that first impressions last long. We offer you a wide variety ofwebsite templates to choose from. Once you have chosen your desired template, we willdeliver the website within seven days or receiving all related material.

Once your site is up, you can review the analytics to determine the areas your businessneeds to focus on for higher returns to you.

In a nutshell, this is why we need a website?

To reach larger audience, both domestic and international

To be available 24/7 to your potential customer - even after the office closes

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To have an online brochure or catalog that can be modified

For improved customer service – Customer queries and concerns can be answeredonline for free

A good website reflects your firm’s vision and professionalism – even if you holda small office!

Showcase your company and products easily without involving in heavymarketing investments – cheapest way to generate revenues

Use the reports and analytics to tailor your business better to the target audience

For instant customer satisfaction – offer them what they want, when they want it.

If your product is suitable, provide them free relevant

pictures/specifications/brochures/videos/powerpoint slides to download

Plan Comparison

S. No. DetailsGoldPack

SilverPack

BronzePack

1

Price (yearly) – There will be no additional tax on Bronze Pack. Other Packs & Offers will have Service Tax chargeable(INR)

EnquireNow

EnquireNow

EnquireNow

2Priority Listing on INDIABIZSOURCE.COM Portal

1stPriority

2ndPriority

3rd Priority

3Total Number of Pages (General pages+ Product pages)

5+25Pages

5+10Pages

4+5 Pages

4No of Products Displayed (Maximum number of product, out of total, that will uploaded by IBS)

1-250(35)

1-100 (35) 1-50 (15)

5No of Buy/Sell Offers (Per Month) that can be posted on INDIABIZSOURCE.COM Portal

Unlimited Unlimited Unlimited

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6No of Buy leads on SMS/Email that can be accessed

10 06 02

7Premium Company Website (External URL)

YES YES NO1

8SEO on Keywords (1-year)(No commitment on ranking)

5 NA NA

9 Video/Presentation2 (2-5 min) YES YES NA

10 Home page product display YES YES YES

11Yearly Maintenance included (4-5 request after LIVE subjectto level of complication )

YES YES NO

12No of Free Email Ids (each with 200 MB space)3

5 2 NO

13Domain name of client’s choice (subject to availability)

YES YES Rs.1,500

OTHER INTRODUCTORY OFFERS

14 One Keyword on 52424 – yearly FREE Rs.3,000 Rs.5,000

15 Additional Email (min 5 email pack), each with 200 MB space

Rs.2,500 Rs.2,500 NA

16 Corporate Email Pack : 10-email pack,total space of 3 GB

Rs.4,500 Rs.5,500 Rs.7,500

17Maps in Contact Us section FREE FREE 1000

18 Site Renewal Cost for 2nd & 3rd year (Combined booking for 2 /3 year)

70% of1st yr for

2/3 yr

70% of1st yr for

2/3 yrNA

19 SMS Alert for enquiry page to 1 Number (5000 SMS)

Rs.2500 Rs.3000 Rs.3500

20 Old site migration (HTML pages only)4

FREE FREE NA

21FB, Twitter, Google plus integration FREE Rs.1000 Rs.1000

21 Language Translation FREE Rs.1000 Rs.1000

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PREMIUM LISTING

22 Star Supplier 5 Rs.65000 Rs.65000 Rs.65000

23 Premium Supplier 6 Rs.35000 Rs.35000 Rs.35000

24(PSL) Premium Search Listing (per keyword)7

Rs.25000 Rs.25000 Rs.25000

Bronze pack members will get a standard website with a predefined look and feelon Indiabizsource.com url for e.g - www.yourcomapny.indiabizsource.com.

We will embed YouTube Video on the page. Video has to be provided by theclient

Email would be of the format [email protected]

Requires server details to login, also limited to 10 pages only

There will be 1 Star Supplier per Micro-category, currently 63k Micro-cat on theSite

There will be 5 Premium Supplier per Micro-category, currently 63k Micro-cat onthe Site

PSL means client can come on top of the Search result, for search generatedthrough, purchased Keyword phrase on IBS

Major categories of products being promoted by Indiabizsource

Agriculture

Apparels & Garments

Arts & Crafts

Automobiles

Ayurvedic & Herbal Products

Beauty & Cosmetics

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Bicycles & Rickshaws

Building & Construction

Chemicals

Computer Hardware & Software

Consumer Electronics

Electrical Equipments

Electronic Components

Energy

Environment

Fashion Accessories

Food & Beverage

Furniture

Gems & Jewelry

Hand & Machine Tools

Hardware

Health & Medical

Home & Garden

Home Appliances

Industrial Supplies

Leather Products

Mechanical Components

Metals & Minerals

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Musical Instruments

Office & School Supplies

Packaging Supplies

Plant & Equipment

Printing & Publishing

Rubber & Plastic Products

Scientific Instruments

Security & Surveillance

Sports & Entertainment Goods

Telecommunication

Antennas

Communication Equipment

Offset Printing

Radio & Tv Broadcasting Equipment

Telecommunication Services

Telephones & Accessories

Textile Yarn & Fabrics

Toys & Hobbies

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REVIEW OF LITERATURE

Characteristics of Sales Promotion & Advertising Strategy

SME

Small and medium-sized enterprises (SMEs; sometimes also small and mediumenterprises) or small and medium-sized businesses (SMBs) are businesses whosepersonnel numbers fall below certain limits. The abbreviation "SME" is used in theEuropean Union and by international organizations such as the World Bank, the UnitedNations and the World Trade Organization (WTO). Small enterprises outnumber largecompanies by a wide margin and also employ many more people. SMEs are also said tobe responsible for driving innovation and competition in many economic sectors.

Percentage of SMEs having their own website

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Have awebsite

Will get onethis year

81% of the respondents said yes to having a website, which includes online catalogs ontrade portals, catalogs with own domain name as well as full fledged websites.

Frequency of using the net among SMEs

Excellent

Good

Adequate

Marginal

Do not use atall

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Excellent : frequent user

Good : Once a month

Adequate : occasionally, in case I’ve received any inquiries online.

Marginal : my executives do it for.

No : I have not checked my website/catalog in the course of the year.

Most common uses of the website/catalog:

Advertising

Product display

Product usage/specification

Data collection

Check out competition

Reach out to international buyers

Post trade leads/alerts

Satisfaction with the online website/catalog

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Satisfied

Happy

Not satisfied

46% said they are satisfied, 12% said they were happy, 42% said they were not satisfied.93% of the respondents said they planned to increase investment in IT in the comingyear.

MSME

(Micro, Small & Medium Enterprises) the provision of Micro, Small & MediumEnterprises Development (MSMED) Act, 2006 the Micro, Small and Medium Enterprises(MSME) are classified in two Classes: (a) Manufacturing Enterprises

The enterprises engaged in the manufacture or production of goods pertaining to anyindustry specified in the first schedule to the industries (Development and regulation)Act, 1951) or employing plant and machinery in the process of value addition to the finalproduct having a distinct name or character or use. The Manufacturing Enterprise aredefined in terms of investment in Plant & Machinery.

(b) Service Enterprises

The enterprises engaged in providing or rendering of services and are defined in terms ofinvestment in equipment.

The limit for investment in plant and machinery / equipment for manufacturing / serviceenterprises, as notified, vide S.O. 1642(E) dtd.29-09-2006 are as under:

Manufacturing Sector

Enterprises Investment in plant & machinery

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Micro Enterprises Does not exceed twenty five lakh rupees

Small Enterprises More than twenty five lakh rupees but does not exceed five crore rupees

Medium Enterprises

More than five crore rupees but does not exceed ten crore rupees

Service Sector

Enterprises Investment in equipments

Micro Enterprises Does not exceed ten lakh rupees:

Small Enterprises More than ten lakh rupees but does not exceedtwo crore rupees

Medium Enterprises

More than two crore rupees but does not exceed five core rupees

DIRECTORY :

In computing, a directory is a file system cataloging structure which contains referencesto other computer files, and possibly other directories. On many computers directories areknown as folders, catalogs (catalog was used on the Apple II, the Commodore 128 andsome other early home computers as a command for displaying disk contents; thefilesystems used by these DOS did not support hierarchal directories), or drawers[1] toprovide some relevancy to a workbench or the traditional office file cabinet.

Files are organized by storing related files in the same directory. In a hierarchicalfilesystem (that is, one in which files and directories are organized in a manner thatresembles a tree), a directory contained inside another directory is called a subdirectory.The terms parent and child are often used to describe the relationship between asubdirectory and the directory in which it is cataloged, the latter being the parent. Thetop-most directory in such a filesystem, which does not have a parent of its own, is calledthe root directory.

Historical Overview

Diagram of a hierarchal directory tree. The root directory is here called 'MFD', for MasterFile Directory.

Historically, and even on some modern embedded systems, the file systems either haveno support for directories at all or only have a "flat" directory structure, meaningsubdirectories are not supported; there is only a group of top-level directories eachcontaining files. The first popular fully general hierarchical file system was that ofMultics. This type of file system was an early research interest of Dennis Ritchie.

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Most modern Unix-like systems, especially Linux, have a standard directory structuredefined by the Filesystem Hierarchy Standard.

Folder metaphor

The name folder, presenting an analogy to the file folder used in offices, and used in ahierarchical file system design for the Electronic Recording Machine, Accounting(ERMA) Mark 1 published in 1958[3] as well as by Xerox Star,[4] is used in almost allmodern operating systems' desktop environments. Folders are often depicted with iconswhich visually resemble physical file folders.

There is a difference between a directory, which is a file system concept, and thegraphical user interface metaphor that is used to represent it (a folder). For example,Microsoft Windows uses the concept of special folders to help present the contents of thecomputer to the user in a fairly consistent way that frees the user from having to deal withabsolute directory paths, which can vary between versions of Windows, and betweenindividual installations. Many operating systems also have the concept of "smart folders"that reflect the results of a file system search or other operation. These folders do notrepresent a directory in the file hierarchy. Many email clients allow the creation offolders to organize email. These folders have no corresponding representation in the filesystem structure.

B2B PORTAL :

Business-to-business (B2B) is commerce transactions between businesses, such asbetween a manufacturer and a wholesaler, or between a wholesaler and a retailer.Contrasting terms are business-to-consumer (B2C) and business-to-government (B2G).B2B branding is a term used in marketing.

The overall volume of B2B (Business-to-Business) transactions is much higher than thevolume of B2C transactions. The primary reason for this is that in a typical supply chainthere will be many B2B transactions involving sub components or raw materials, andonly one B2C transaction, specifically sale of the finished product to the end customer.For example, an automobile manufacturer makes several B2B transactions such as buyingtires, glass for windscreens, and rubber hoses for its vehicles. The final transaction, afinished vehicle sold to the consumer, is a single (B2C) transaction.

B2B is also used in the context of communication and collaboration. Many businesses arenow using social media to connect with their consumers (B2C); however, they are nowusing similar tools within the business so employees can connect with one another. Whencommunication is taking place amongst employees, this can be referred to as "B2B"communication.

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B2b Compared To B2c

Some differences between organizations and consumers as customers include:

For consumer brands the buyer is an individual. In B2B there are usuallycommittees of people in an organization and each of the members may havedifferent attitudes towards any brand. In addition, each party involved may havedifferent reasons for buying or not buying a particular brand.

Since there are more people involved in the decision making process andtechnical details may have to be discussed in length, the decision-making processfor B2B products is usually much longer than in B2C.

Companies seek long-term relationships as any experiment with a different brandwill have impacts on the entire business. Brand loyalty is therefore much higherthan in consumer goods markets.

While consumer goods usually cost little in comparison to B2B goods, the sellingprocess involves high costs. Not only is it required to meet the buyer numeroustimes, but the buyer may ask for prototypes, samples and mock ups. Such detailedassessment serves the purpose of eliminating the risk of buying the wrong productor service.

A B2B product in many cases is bought by a committee of buyers. Buyers areusually well-versed with costing levels and specifications. Also, due to constantmonitoring of the market, these buyers would have excellent knowledge of theproducts too. In many cases the purchases are specification-driven.

B2B websites can be sorted into the following categories:

Company websites

The target audience of many company sites is other companies and their employees.These sites can be thought of as round-the-clock mini-trade exhibits. Sometimes, acompany website serves as the entrance to an exclusive extranet, available only tocustomers or registered site users. Some company sites sell directly from the site,effectively e-tailing to other businesses.

Product supply and procurement exchanges

These are exchanges in which a company purchasing agent can shop for supplies fromvendors, request proposals and, in some cases, bid to make a purchase at a desired price.Sometimes referred to as e-procurement sites, some serve a range of industries, whileothers focus on a niche market.

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Specialized or vertical industry portals

These portals provide a "sub-web" of information, product listings, discussion groups andother features. Vertical portal sites have a broader purpose than procurement sites(although they may also support buying and selling).

Brokering sites

These sites act as an intermediary between providers and potential customers that needtheir specific services, such as equipment leasing.

Information sites

Sometimes known as infomediaries, these sites provide information about a particularindustry to its companies and their employees. Information sites include specializedsearch sites and those of trade-and-industry-standards organizations.

B2B Industry Growth in India

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Chart

SEO :

AprilMay

JuneJuly

AugSep

OctNov

DecJan

FebMar

Total

0

100000000

200000000

300000000

400000000

500000000

600000000

700000000

800000000

Percentage%

Amount 2014

Amount 2013

B2B Indiabizsource Growth RateMonth on Month (MOM) Amount 2013 Amount 2014 Percentage%

April 9000000 17955000 150.13May 10800000 19125000 156.47June 13875000 22500000 161.67July 13900000 26910000 151.65Aug 14950000 27800000 153.78Sep 17460000 26250000 166.51Oct 19850000 31500000 163.02Nov 22475000 40275000 155.80Dec 23950000 48256000 149.63Jan 28950000 53775000 153.84Feb 33750000 62910000 153.65Mar 41250000 75600000 154.56Total 250210000 452856000 155.25

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Introduction – What Is SEO

Whenever you enter a query in a search engine and hit 'enter' you get a list of web resultsthat contain that query term. Users normally tend to visit websites that are at the top ofthis list as they perceive those to be more relevant to the query. If you have everwondered why some of these websites rank better than the others then you must knowthat it is because of a powerful web marketing technique called Search EngineOptimization (SEO).

SEO is a technique which helps search engines find and rank your site higher than themillions of other sites in response to a search query. SEO thus helps you get traffic fromsearch engines.

This SEO tutorial covers all the necessary information you need to know about SearchEngine Optimization - what is it, how does it work and differences in the ranking criteriaof major search engines.

1. How Search Engines Work

The first basic truth you need to know to learn SEO is that search engines are nothumans. While this might be obvious for everybody, the differences between howhumans and search engines view web pages aren't. Unlike humans, search engines aretext-driven. Although technology advances rapidly, search engines are far fromintelligent creatures that can feel the beauty of a cool design or enjoy the sounds andmovement in movies. Instead, search engines crawl the Web, looking at particular siteitems (mainly text) to get an idea what a site is about.

First, search engines crawl the Web to see what is there. This task is performed by a pieceof software, called a crawler or a spider. Spiders follow links from one page to anotherand index everything they find on their way.

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What you can do is to check what a crawler sees from your site. As already mentioned,crawlers are not humans and they do not see images, Flash movies, JavaScript, frames,password-protected pages and directories, so if you have tons of these on your site, you'dbetter run the Spider Simulator below to see if these goodies are viewable by the spider.

After a page is crawled, the next step is to index its content. For a human it will not bepossible to process such amounts of information but generally search engines deal justfine with this task. Sometimes they might not get the meaning of a page right but if youhelp them by optimizing it, it will be easier for them to classify your pages correctly andfor you – to get higher rankings.

When a search request comes, the search engine processes it – i.e. it compares the searchstring in the search request with the indexed pages in the database. Since it is likely thatmore than one page contains the search string, the search engine starts calculating therelevancy of each of the pages in its index with the search string.

2. Differences Between the Major Search Engines

Although the basic principle of operation of all search engines is the same, the minordifferences between them lead to major changes in results relevancy. For different searchengines different factors are important. There were times, when SEO experts joked thatthe algorithms of Bing are intentionally made just the opposite of those of Google. Whilethis might have a grain of truth, it is a matter a fact that the major search engines likedifferent stuff and if you plan to conquer more than one of them, you need to optimizecarefully.

There are many examples of the differences between search engines. For instance, forYahoo! and Bing, on-page keyword factors are of primary importance, while for Googlelinks are very, very important. Also, for Google sites are like wine – the older, the better,while Yahoo! generally has no expressed preference towards sites and domains withtradition (i.e. older ones). Thus you might need more time till your site gets mature to beadmitted to the top in Google, than in Yahoo!

3. SEO - Tactics & Methods

SEO techniques are classified into two broad categories:

White Hat SEO - Techniques that search engines recommend as part of a good design.Black Hat SEO - Techniques that search engines do not approve and attempt to minimizethe effect of. These techniques are also known as spamdexing.

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White Hat SEO

An SEO tactic is considered as White Hat if it has the following features:

It conforms to the search engine's guidelines.

It does not involve in any deception.

It ensures that the content a search engine indexes, and subsequently ranks, is thesame content a user will see.

It ensures that a web page content should have been created for the users and notjust for the search engines.

It ensures good quality of the web pages.

It ensures availability of useful content on the web pages.

Always follow a White Hat SEO tactic and do not try to fool your site visitors. Be honestand you will definitely get something more.

Black Hat or Spamdexing

An SEO tactic, is considered as Black Hat or Spamdexing if it has the followingfeatures:

Attempting ranking improvements that are disapproved by the search enginesand/or involve deception.

Redirecting users from a page that is built for search engines to one that is morehuman friendly.

Redirecting users to a page that was different from the page the search engineranked.

Serving one version of a page to search engine spiders/bots and another version tohuman visitors. This is called Cloaking SEO tactic.

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Using hidden or invisible text or with the page background color, using a tiny fontsize or hiding them within the HTML code such as "no frame" sections.

Repeating keywords in the metatags, and using keywords that are unrelated to thewebsite content. This is called metatag stuffing.

Calculated placement of keywords within a page to raise the keyword count,variety, and density of the page. This is called keyword stuffing.

Creating low-quality web pages that contain very little content but are insteadstuffed with very similar keywords and phrases. These pages are called Doorwayor Gateway Pages.

Mirror websites by hosting multiple websites - all with conceptually similarcontent but using different URLs.

Creating a rogue copy of a popular website which shows contents similar to theoriginal to a web crawler, but redirects web surfers to unrelated or maliciouswebsites. This is called page hijacking.

SEM

What is search engine marketing?

Refers to all the different ways you can market a site on the zillion or so search enginesout there.

All B2B portals follow search engine marketing which comes down to -The two primeinternet advertising platforms followed by B2B portals are pay-per-click advertisingand search engine optimization.

(Whether search engine optimization is technically advertising is debatable, but for thisproject it has been assumed to be.)

In truth, it is a catch all term for most people who know they should probably have awebsite, but not much more than that. It is like walking up to a real estate agent andsaying you need a house.

In other words If you have a business, you need a site. If you have site, you must needsearch engine marketing. Logically, this makes sense. In the practical world of internetmarketing, however, search engine marketing is a very broad term. It encompasses a widevariety of things.

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And if you do have a website you need it to be there in search engines you need people tobe coming there and most importantly you need them to buy.

Search engine marketing though being a very general term is the most effective way togenerate traffic to your website.

There are a couple of ways to get around it.

Pay-per-click marketing is the simplest form of search engine marketing. It is alsothe most expensive and the least credible. With “PPC” marketing, you are simplypaying for the placement of a small ad on the search engine in question. Theproblem, of course, is you are paying! If you are not careful, your return oninvestment can be atrocious and wipe you out within a few months. To makematters worse, many people fraudulently click ads just to use up your budget.This, of course, makes your return on investment even worse. PPC has its place,but it should never be relied upon as a total solution to your marketing needs.

Search engine optimization is the next method in the search engine marketingarena. With “SEO”, the goal is to get your site ranked in the top 10 in the searchresults for specific keywords. All the clicks you then receive are free, whichmakes your return on investment very high. The downside to SEO is it takes timeto get those rankings. A new site can expect to wait six to nine months beforeeven getting a sniff of a ranking on Google. Yahoo and MSN take less time, butnot much less. Most sites run PPC campaigns during the first year while they waitfor the rankings. E.g.; Tradeindia, Indiamart, Indiabizsource SEO is used by B2Bportals to provide promotion to their clients. Professional sites like these havespecial departments which are responsible for making sure promotion is ensuredon major search engines.

Article marketing is the third and newest element of search engine marketing.With this approach, you write articles for your site and submit them to clearinghouse sites known as directories. Webmasters for other sites can then use them solong as they also publish an author byline including your name and a link to yoursite. When the article is published on other sites, people start clicking the link andyou have traffic. E.g. Indiabizsource brings out SME Times in addition to puttingarticles on its homepage written by experts from a wide spectrum of industries.

Most Effective Search Engine Marketing

Search engines are similar to the streets of a city. Some search engines represent themajor avenues where people congregate while others are more similar to back alleyswhere almost nobody goes.

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Cutting to the chase, your search engine marketing should focus on Google, Yahoo andMSN. These three search engines control the vast majority of traffic on the Internet. Forinstance, Google supplies ads and search results for AOL. Dogpile compiles the varioussearch results from the big three in its listings. Alta Vista uses Yahoo search results. Thisscenario is so expansive that the big three search engines control 90 to 95 percent of allsearch traffic on the web. This means you need to focus on them to the exclusion ofothers.

TOP 10 GENERAL SEARCH ENGINES

SEARCH ENGINE ALEXA RANK* UNIQUE VISITORS**

1 182 M

4 173 M

22 162 M

30 69 M

662 1 M

1583 77 K

3750 Na

3861 NA

4501 3 M

11827 24 K

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ADWORD :

AdWords (Google AdWords) is an advertising service by Google for businesses wantingto display ads on Google and its advertising network. The AdWords program enablesbusinesses to set a budget for advertising and only pay when people click the ads. The adservice is largely focused on keywords.

5 Simple Steps to Optimize Your Adwords Campaign

I placed myself in the shoes of specialty online retailer, TheMacStore.com, who currentlydoes not sell iPhones. For the purpose of this analysis, let’s assume they want to startselling iPhones through their store, and they want to start using Google Adwords to drivetraffic to their site.

Step One: Research Keywords with High Commercial Intent

To start, we note with a simple broad match Google search that the key phrase “buyiphone” has over 1,000,000 monthly searches. This keyword phrase also has high“commercial-intent” because of the inclusion of the word “buy” within the phrase.

Ranking Higher Isn’t Always Better

Conventional wisdom says that ad position 1-2 will attract lots of clicks from “clickhappy” semi-interested visitors, thus you may actually want your ad to be on position 3-4as a cost-saving, middle ground. But the data shows us that you it may make sense toconsider an even a lower position for high search volume keywords with highcommercial intent like our “buy iphone” key phrase.

One potential competitor to TheMacStore.com that looked interesting to investigatefurther was Macbooty.com. As you can see in the Top Ads in Google screenshot abovefrom iSpionage.com, their average position is 8.6! To confirm, I go to Google directlyand type in “buy iphone” into the search bar. Sure enough, I find a Macbooty’s AdWordsad on page two of Google SERPS!

Takeaway:

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If a page 2 position makes economic sense for you – that the conversion cost is less thanyour profit – then by all means, bid strategically to be on page 2 of Google’s results. Inyour Google AdWords console, you will see something like:

But don’t worry about it. If this strategy works for you, you can happily ignore Google’sprompting to move it to the first page.

Step 2: Carefully Design Your Landing Pages to be Highly Relevant

Next, I was curious about the landing page design used for the ad associated with the“buy iPhone” keyword. This is what I found:

Their landing page is not visually spectacular, but it does contain some importantelements of a good landing page, like a strong headline and a clear call to action. Veryquickly, loud and clear, I see:

the word “iPhone” and “deals” in the headline, which are relevant to the keyworduser searched for

iPhone images, again, very relevant to what users were looking for

A clear, you-can’t-miss-it call to action that says “See all iPhone deals” in a bigred button!

Takeaway:In search marketing, it’s all about relevancy and the speed of finding what you’re lookingfor. Page design matters, but relevancy is way more important in creating an effectivelanding page.

Step 3: Tighten-Up Your AdGroups to Increase Relevance

At this point I’m starting to become a fan of MacBooty.com’s search marketing team andthinking that there is quite a bit TheMacStore.com can learn from them! I want to learnmore from them. I want to see how they run they run their entire PPC strategy. I can alsouse iSpionage to learn more on their overall strategy. In this case, I simply plug in theURL for the advertiser:

Takeaway:For best results, create laser-focused ad groups where each ad group contains very fewkeywords, sometimes with just one keyword per adgroup. Or use Dynamic KeywordInsertion to emulate this approach. Either way, their ad grouping method works well tocreate relevancy!

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Try to connect your keyword-ad copy combinations as tightly as possible. Wellconnected keyword to ad copy combinations will increase your click through rate (CTR),which will increase your Quality Score, which eventually will decrease your cost perclick (CPC). If that’s too complex to digest, just remember this: Search marketing isabout relevance. The more relevant your keyword-ad copy-landing page combinationsare to one another, the better your conversions will be.

Step 4: Develop A Diversity of Landing Pages

Analyzing their campaigns further, you can see that Macbooty has put a lot of effort intoaligning their keywords, ad copy, and landing pages for relevancy.

Takeaway:Don’t be stingy when it comes to landing pages. Once you have a good template created,it generally does not take that much additional effort to develop additional landing pagecopy. Put your copy developer and designer to the task of cranking out several newversions of pages for specific keyword phrases. You’ll be further optimizing yourcampaigns in no time.

Step 5: Let Conversions Guide Your Way

If our first four steps were all about attracting your audience into your site, the last step isabout how to make your audience into your customers. Having custom landing pages, aunique header, content and images shot for each specific keyword and ad copycombination, will increase your PPC conversion rates!

Takeaway:Don’t throw good money away. If you have already tried to make an Adwords campaignwork for you – you’ve aligned the relevance of your ads, ad groups, copy, and landingpage – and you’ve tried some alternate lower-cost bidding strategies like those outlinedabove – then pause it and move on to greener pastures.

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SWOT ANALYSIS

SWOT Analysis

We intend to enter a highly lucrative market in a rapidly growing economy. We foreseeour strengths as the ability to respond timeously to the market dictates and to providecustom designed travel excursions to travelers.

Strength Weakness

Building brand India

Generating growth & employment

Contribution to national economic

growth.

Regional economic growth

Technological innovation

Export promotion

Lack of funds

Lack of marketing skills

Lack of information

Poor adaptability to trends

Non-availability of technically

trained manpower

Lack of management skills

Non availability of technological,

IT services

Opportunity Threats

WTO policies

Bilateral trade agreements

Enhanced credit support

Tax rebates

Dumping from developed countries

Distrust regarding quality of Indian

exports

Poor incentive structure for

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Marketing assistance and

consultancy services

Export promotion support

Growing national and international

markets

entrepreneurs

Absolute absence of Enterprise

education

Slow improvement in quality to

meet international standards

Promotion Strategy

This strategy will be based primarily on informing potential customers of the existence ofour services and making the right information available to our target customer. Theintention will be to highlight the benefit of utilizing our service(s), which will include:

Advertising

This shall be undertaken through trade and industry publications, which are read bytourists, as well as the local newspapers. A constant look out will be made of any specialeditions in the local newspapers, which may provide an opportunity for us to advertiseour services and business name.

Personal Selling

Undoubtedly customer solicitation face-to-face will be a powerful form of promotionmainly due to the fact that its flexibility will enable us to match the customer's needs tospecific attributes of our services as well as giving concise details of what we have tooffer. Another important determinant in utilizing personal selling is the fact that we arerelatively new on the market.

Direct Marketing

This will be used but only to a limited extent in the form of telemarketing and informingpotential customers and obtaining referrals where possible. In the case of telemarketing itwill involve our targeting potential customers of our services and informing them of ourexistence and destinations. We may then arrange for an appointment with the respectivedecision-maker, with the intention being to lure them into utilizing of our services.

Events

These are increasingly becoming important as more firms establish in the country andhence the need to be known. The organization aims to promote itself through attendingtrade shows and expositions. Not only will these increase awareness of our services andbusiness name, but also enable us to interact with potential clients who may decide toutilize our service. Trade shows that come to mind include Delhi International Trade Fair(DITF) and BITEC.

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Internet Marketing

The increasing growth of the Internet as an information source provides an opportunityfor ourselves that we may exploit. This is particularly so in view of the increasingdissemination of information over the World Wide Web, as individuals and groups lookat obtaining the best deal possible. More often than not these individuals and groups seekout information over the Internet due to its relatively low cost and ease of use helping tominimize time wasting.

Objective

Objectives of Sales Promotion

A sales promotion is a marketing technique usually designed to last for a relatively shorttime. Common sales promotion techniques can include special pricing, coupons andstaging events to gain publicity. Small businesses can make use of sales promotions toachieve a number of specific business objectives.

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Reaching New Market

A promotion can be a way to reach a new segment of the market. For example, if youoperate a health club and you've developed a fitness plan geared toward senior citizens,you can use a mailing list with addresses of those who are age 65 and older. You can thenmail a coupon or special offer to this market segment.

New Product Launch :

A sales promotion can help you introduce a new product to the marketplace. Forexample, if you operate a bakery and you're unveiling a new line of pastries, you cangenerate a promotion to get people to come to your bakery and try them. Your promotioncan offer a discounted price or the addition of a free item, such as a cup of coffee.

Keep Existing Customers :

A sales promotion can be geared toward keeping existing customers, especially if a newcompetitor is opening nearby. For example, a barbershop owner can mail coupons to allof his existing customers to take attention away from a competitor's grand opening event.A dry cleaner could implement a referral program where he gives existing customers adiscount when they refer new customers to make a purchase, which can help buildcustomer loyalty.

Increased Brand Awareness :

A sales promotion can help increase awareness of your brand, which can ultimately leadto additional sales. For example, by sponsoring a charity, event such as a chickenbarbecue or raffle, you can make people in the community aware of your company in apositive way, which can lead to them patronizing your business.

Inventory Clearance

A special promotion can help you clear inventory to make room for seasonal or newmerchandise. If you own a clothing boutique, for example, you may need to advertise areduced price on winter clothing to make room for spring and summer fashions. Theowner of a gift shop can conduct a clearance sale on Halloween merchandise to makeroom for Christmas products.

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Objective of Advertising Strategies

Small companies use promotional strategies to achieve many objectives. These objectivesmay be short- or long-term in nature. Marketing and advertising directors or managers areusually responsible for implementing company promotional strategies. They may usedistribution tactics to push products at retail stores, or pull tactics aimed at drawingconsumer to their outlets. Whatever the case, promotions can include advertising, directmail, billboards, trade shows and even in-store promotions.

Dispensing Product Information

One promotional strategy objective is dispensing product information. Small companiesoften distribute brochures, catalogs, sales letters, videos and other information to markettheir products. They also use in-store videos or instructions to demonstrate morecomplicated products such as computer software, vehicles or educational courses, forexample. Businesses also distribute promotional materials with their websites so peoplecan view literature or online videos at their leisure. Consumers need information to assessvarious products and make purchase decisions. Advertisers use product information toeducate consumers on various product features and benefits.

Increasing Customer Traffic

Some promotions are used to generate more customer traffic. For example, fast foodrestaurants often feature certain meals at reduced prices. These meals may be advertisedin commercials to drive people into the fast food restaurants for lunch or dinner.Businesses may also reward regular customers with frequency card or loyalty programs.These promotions are designed to increase customer visits by rewarding them accordingto their expenditures. For example, a barber shop may offer customers a free haircut onthe seventh visit. A company typically earns a large percentage of its sales from repeatbusiness.

Building Brand Awareness

Small companies usually implement promotional strategies to increase brand awareness.Brand awareness is the percentage of people who recognize a brand from a specificcompany, according to marketing expert Dave Dolak. It is a metric that is relative toother competitive companies. In other words, companies strive to build brand awarenessso their products are chosen over other brands. Brand awareness usually increases overtime through repeat advertising and other key promotions.

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Increasing Sales and Profits

Companies primarily promote their products to drive sales and profits. They may useproduct sales, coupons and "bogo" or buy-one/get one free offers to increase sales short-term. But they will need to emphasize product quality and customer service in theirmessages to increase long-term sales and profits. Businesses usually have specificattributes or core competencies that set themselves apart from competitors. To besuccessful, the images marketers wish to portray must be commensurate with actualcompany operations.

Research Methodology

Research Methodology is a way to find out the result of a given problem on a specificmatter or problem that is also referred as research problem. In Methodology, researcheruses different criteria for solving/searching the given research problem. Different sourcesuse different type of methods for solving the problem. If we think about the word“Methodology”, it is the way of searching or solving the research problem. (IndustrialResearch Institute, 2010).

Research Methodology

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To conduct a research in any field it is necessary that its study method and the way toapproach certain things should be correct and in a systematic way.The study is done on the basis of primary data as well as Secondary data.

Primary Data: The use of primary data helps the research and there are several methodsof collecting Primary data like:

Observation method

Interview method

Through Questionnaire

Secondary Data: The use of Secondary data helps the research and there are severalmethods of collecting secondary data like:

Books, magazines and newspapers

Various publications

Report and publications of various associations connected with business andindustry, internet promotion etc

Records and statistics, historical documents and other sources of publishedinformation

Research Methodology of Sales Promotion & Advertising Strategies

A sales promotion is a short-term marketing strategy designed to stimulate interest in aproduct or service. Small-business owners can make use of sale promotion techniques forpurposes such as generating additional traffic in their location or luring business from thecompetition. Effective sales promotions typically require following a predeterminedmethodology.

Determining the Objective :

Every sales promotion must have a clear-cut objective to be effective. Specifically, youneed to determine the change you wish to take place as the result of the promotion.Ideally, the objective should be measurable so you can easily evaluate the promotion'seffectiveness. For example, you might want to gain a specific number of repeat customersor increase the number of people who come through the door of your business for aspecified period of time.

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Selecting a Promotional Vehicle :

There are numerous promotional vehicles available to you, depending on the nature ofyour business and the constraints of your marketing budget. If you're a retailer, forexample, you may offer reduced pricing on selected items to entice customers to come toyour store. Other possibilities include conducting contests, offering free samples orhanding out coupons. If your business is service-oriented, you can offer a freeconsultation or evaluation, or a free 30-day trial period.

Getting the Word Out :

Depending upon the nature of your promotion, such as when conducting a special eventor sale, you may need to make use of various communication channels to help you get theword out. A small retailer can use methods such as placing an ad in a local newspaper orcreating a spot to air on local radio or TV to announce a grand opening or special sale. Iffunds are limited, you can create fliers to hand out in person or place on windshields inmall parking lots.

Evaluating the Results :

At the end of the promotional period or event, evaluate the success of your campaign inrelation to your desired objective. If the promotion was a success, consider running itagain in the future, perhaps with some enhancements. For example, if you staged acontest, a future contest can offer a bigger prize. You can also consider extending acurrent successful promotion until it shows signs of declining interest.

Competitor Analysis

Table

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Chart

Facebook Comparison

Facebook is a social networking website that was originally designed for collegestudents, but is now open to anyone 13 years of age or older. Facebook users can create

Competitor Analysis (Ratings Out of 10)AttributesProduct Quality 6 7 4Product Price 8 6 4Search engine friendly 8 7 2User Friendly 6 6 5Search Engine Visibility 3 5 4Monthly Traffic 8 6 5

6 7 5Customer Support 8 7 5Client Satisfaction 7 7 5Score Average 3.00% 2.70% 4.40%

Indiamart Tradeindia Indiabizsource

Monthly Business Enquiry

Product Quality

Product Price

Search engine friendly

User Friendly

Search Engine Visibility

Monthly Traffic

Monthly Business Enquiry

Customer Support

Client Satisfaction

Score Average

0 1 2 3 4 5 6 7 8 9

Indiamart

Tradeindia

Indiabizsource

Page 60: Project Synopsis MBA Mahesh

and customize their own profiles with photos, videos, and information about themselves.Friends can browse the profiles of other friends and write messages on their pages.

Each Facebook profile has a "wall," where friends can post comments. Since the wall isviewable by all the user's friends, wall postings are basically a public conversation.Therefore, it is usually best not to write personal messages on your friends' walls.

Facebook allows each user to set privacy settings, which by default are pretty strict. Forexample, if you have not added a certain person as a friend, that person will not be able toview your profile. However, you can adjust the privacy settings to allow users withinyour network (such as your college or the area you live) to view part or all of yourprofile.

Another feature of Facebook, which makes it different from MySpace, is the ability toadd applications to your profile. Facebook applications are small programs developedspecifically for Facebook profiles. Some examples include SuperPoke (which extendsFacebook's "poke" function) and FunWall (which builds on the basic "wall" feature).

Facebook provides an easy way for friends to keep in touch and for individuals to have apresence on the Web without needing to build a website. Since Facebook makes it easy toupload pictures and videos, nearly anyone can publish a multimedia profile. Of course, ifyou are a Facebook member or decide to sign up one day, remember to use discretion inwhat you publish or what you post on other user's pages. After all, your information isonly as public as you choose to make it!

Facebook is a popular free social networking website that allows registered users tocreate profiles, upload photos and video, send messages and keep in touch with friends,family and colleagues.

The site, which is available in 37 different languages, includes public features suchas:

Marketplace : allows members to post, read and respond to classified ads.

Groups : allows members who have common interests to find each other andinteract.

Events : allows members to publicize an event, invite guests and track who plansto attend.

Pages : allows members to create and promote a public page built around aspecific topic.

Presence technology : allows members to see which contacts are online and chat.

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Facebook Comparison Table in Monthly Posting

Facebook Comparison Chart in Monthly Posting

Facebook Comparison Table in Likes

Facebook Posting Comparison ChartAttributes Indiamart Tradeindia IndiabizsourceMonthly Posting 85 75 70

Indiamart

Tradeindia

Indiabizsource

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Facebook Comparison Chart in Likes

SEO Comparison Chart

Facebook Marketing Comparison ChartAttributes Indiamart Tradeindia IndiabizsourceLikes 181030 254423 23862

Indiamart Tradeindia Indiabizsource0

50000

100000

150000

200000

250000

300000

Likes

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CHART

SEO Comparison ChartFactors

258767 231199 64639.00Page Rank 6 0 6.00

84 17427 15036.00Domain Authority 81/100 40/100 47/100

Page Authority 52100 41/100 52/100Page Speed 74/88/100 67.81/100 48-59/100

Loading Time 1.65 1.42 5.20Domain Age 18.11yr 2.1yr 1.11yrPage Size KB 31 154 92.00Code Size KB 21 145 70.00Text Size KB 10 10 21.00

Code to Text Ratio % 31.66 6.27 23.37W3 Validate Passed 101Er. 6Warn 71Er. 185WarnHeader Tag No Tag H1,2,3,4,5,6 No Tag

Monthly Traffic 11.4M 75K 65KOrganic Traffic% 99 52 96

Paid Traffic% 0.39 0 3.2Social Traffic% 0.32 1.11 1.71Page Indexed 1,84,00,000 1,16,00,000 1320000

www.indiamart.com www.bizbilla.com www.indiabizsource.com

Backlink

Alexa Ranking

www.indiamart.com

www.bizbilla.com

www.indiabizsource.com

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DEMOGRAPHIC ANALYSIS

DIFFERENT FORMS OF USAGE

GRAPH

Usage Percentage

Internet 66

Questionnaire 33

Observation 22

Books, Magazines and Newspapers 30

Publications 26

Internet

Questionnaire

Observation

Books, Magazines and Newspapers

Publications

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Conclusion

As online marketing continues to increase in popularity; it will provide a productiveground for Indian B2b Portal to expand their business through the deployment of newtechnology. But entrepreneurs should understand how well these internet marketingtechnologies, ideas and products can be implemented to derive maximum profits.

Today’s online marketplace is extremely crowded as well as competitive, where it isalmost difficult for small to medium sized enterprises to grasp the attention of their targetaudience. This is where B2B portals come in and offer vast opportunities to variousmanufacturers, suppliers, traders for online promotion and creating a successful local aswell as global market place. By utilizing and engaging B2B internet marketing tactics,companies can largely distinguish themselves from their competition. It has made a hugecontribution for many businesses and entrepreneurs.

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References & Bibliography

Books

Robert C. Blattberg, Scott A Neslin : Sales Promotion

Websites

http://smallbusiness.chron.com

http://www.businessesgrow.com

http://www.knowthis.com

http://study.com

http://www.marketingdonut.co.uk

http://www.ukessays.com

http://searchcio.techtarget.com

http://smallbusiness.chron.com

http://techterms.com

http://www.indiabizsource.com/

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Appendix

Questionnaire

All the people surveyed were using IT in their organizations.

Que1: Do you use IT in your organization in some form or the other?

Usage here covers finance, marketing, logistics, human resource management,

operations, production, services.

Que2: Rate the usage of IT:

Use IT in all verticals of your organization:

Marketing

Finance

Administration

HR

R&D

Logistics

Information

Excellent - Use IT in all the above listed verticals.

Good - Use IT for any 6 of the above listed verticals.

Adequate - Use IT for any of the 4 verticals.

Marginal - Use IT for administration purpose only.

Que3: Has usage of IT resulted in increase of turnover

Yes

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No

Que4: Do you use the Internet regularly?

Yes

No

Que5: Rate the frequency of your usage:

Excellent-frequent user

Good-Once a month

Adequate-occasionally, in case I’ve received any inquiries online.

Marginal-my executives do it for me.

Que6: Do you presently have a website or a catalog (with your own domain name)

Yes

No

Que7: Do you use your website/online catalog for purposes other than advertising,

product/service display:

Yes

No

Que8: Did having a website/catalog save money in the past one year?

a) Yes

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b) No

Que9: Rate the website/catalog with regard to return on investment.

1. Happy:

2. Satisfied:

3. Not satisfied:

Que10: Do plan to increase your investment in online promotion?

If Yes, By: No

Less than 5%

5-10%

More than 10%

Limitations

Study is limited to indiabizsource clients

Industries covered are located in Delhi Special Economic Zone

Biased views of respondents


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