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Culture Documents
The Organization
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History:
"Shopping" seems to be an exciting time out for all of us once upon a time. As
a time progresses with ever increasing traffic woes this becoming a annoying time
out. Wow shopping now becomes Ohhh..! shopping . This is even more annoying
if we are shopping for our provisions. We know what exactly we want to buy. We
won't choose our soap brand or detergent brand or cooking oil brand etc during our
shopping. We even won't try it out there. In that case we wonder why we need to go
all the way to supermarket in this hectic traffic jam, burring our rupees in the form of
fuel. Searching for parking place on Hyderabad road side.
You might be wondering how different we are from other online
stores providing similar kinds of service. What more you get by shopping with us.
Other online store are retail business entities. Where are our store is community
based online wholesale shopping portal. We won't make money by exploiting your
needs/necessities, Instead we make money by delivering value to you all in form of
price reduction. It is similar to our apartment concept.
We as an individual cannot effort to have luxury of Individual house with a
round the clock security guard, play ground, swimming pool etc. But we as a group
have that power. We through our online store want to pool our combined power
(requirements) to get best price form our supplier, whose benefits will be translate to
you as low prices . Our promise is "Best Price Everyday". You can visit our "Pooling
Member" page to get the details about how to get best deal from by participating in
"pooling". Our strength lies in you, and our reputation stands by you. As we grow in
numbers, our combined bargaining power grows in exponential manner. Hence we
request
you
to
invite
all
your
friends
and
relatives
to
join
us
to
Think different.
With above intention the company SHOPATONEGO.COM portal is started in
the year. The caption of the company is "Move away from line....Move Online"
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Core Business:
The core business of the company is into online wholesale store which includes the
following:
Provisions
Cool drinks
Dry fruits
Baby care
Pet care
Stationery
Cleaning
Pharmacy
General medicines
Home Electricals
Bhakthi
Beverages
Dairy
Snacks
Personal care
Laundry care
Bakers fun
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The Functions:
All types of Grocery items are delivered to the customer door step.
Customers are also provided with Referral schemes like Refer a friend and
get 50 reward points.
Facilitating online payment options through PayU . In online mode you can
use your net banking, debit or credit cards for purchase.
Customers:
The company targets premium customers like Corporate clients, Software
Engineers, Business people, House wifes, Gated community people, Teenagers,
Kids etc.
Growth& Competition:
As this portal is started with the purpose of serving various class of customers
through online is still in infant stage. SHOPATONEGO presently have
branches i.e. Miyapur and Vanasthalipuram.
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only two
The Operation:
Shopat1go.com operates in the similar way like other online websites. It operates as
follows,
1. open the site www.shopat1go.com
2. Register with the site.
3. Add the required items to the cart.
4. Now the customer will be redirected to the payment gateway PayU
5. Now Customer can select the mode of payment like Credit card /Debit
card/ Net banking , and the payment will be done .
6. Cash on Delivery also available.
7. The ordered items will be delivered in the time limit of 6 hours.
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Chapter 2
Industry analysis
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Internet is changing the way consumers shop and buy goods and services,
and has rapidly evolved into a global phenomenon. Many companies have started
using the Internet with the aim of cutting marketing costs, thereby reducing the price
of their products and services in order to stay ahead in highly competitive markets.
Although most of the revenue of online transactions comes from business-tobusiness commerce, the practitioners of business-to-consumer commerce should
not lose confidence .It has been more than a decade since business-to-consumer Ecommerce first evolved. Scholars and practitioners of electronic commerce
constantly strive to gain an improved insight into consumer behaviour in cyberspace.
Along with the development of E-retailing, researchers continue to explain Econsumers behaviour from different perspectives. Many of their studies have posited
new emergent factors or assumptions which are based on the traditional models of
consumer behaviour, and then examine their validity in the Internet context.
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Indians are also increasingly taking to mobile devices for not only search but
shopping as well. The number of Smartphone users is rapidly increasing in India and
with 4G services about to take off its expected to get even more people going
online. There are currently about 900 million mobile subscribers and this number is
expected to touch 1.2 billion by 2015. Of these about 27 million are estimated to be
active mobile internet users. More importantly, 20% users indicated intent to buy
products through their mobile phones as against the current 4% and this number is
expected to only increase in the next two to three years.
mortar store. Business models include no question asked return policies ranging
from 7 days to 30 days, free product deliveries and the industry dynamics changing
cash on delivery
model. The last innovation has really help unlock the potential as people can
now order products and pay when they get physical delivery of the product.
This has been a tremendous success because Indians are still reluctant to give their
credit/debit card details online and want to have the psychological comfort that they
would actually get the product once payment has been made. These innovations
have led to further innovations downstream as ancillary businesses are developing
to support these initiatives. Some companies have begun to develop support
mechanisms for the entire cash on delivery model and are trying to reach the far
flung corners of India, including in the interiors where traditional logistics companies
are still not completely present. The logistics companies are also shoring up their act
and have started to build specific verticals and expertise to address the requirements
of e-commerce companies.
Divyan Gupta is the Founder and CEO of Keshiha Services Pvt. Ltd, a
company with interests in the internet, telecom, healthcare, education and advanced
technology businesses has stated that, acceptance of online shopping as a secure
shopping mode is has also helped to increase e-commerce uptake.
So what happens next for an industry which is retailing everything online- from
flowers to baby products to books, coupons, apparels, music and electronic items to
even houses, cars and jewellery? While this e-commerce play is not like the earlier
dot com bubble, there are clear signs that order might be coming in amidst all the
noise that is out there.
First a slow but sure consolidation is starting to take place in the industry.
Experts say that over the next 12-18 months there would be a couple of multiproduct generalists who would be successful along with a leader in single product
category. Second, Venture Capitalists are starting to be choosy about which
business to invest in, basing their decisions on performance as opposed to future
predictions. Valuations which went through the roof are now returning to normal
levels. According to an Avendus report, about US$829 million was pumped in the
sector in the first 10 months in 2011. However this came down to US$16 million in
December 2011 and went up only marginally to. US$24 million in January of this
year.
Despite all of this, its been a very impressive story so far. The poster child of
the Indian e-commerce industry is Flipkart.com, a 4 year old venture which modelled
itself afterAmazon.com and is already commanding a valuation of US$ 500 million
and is targeting revenues of US$1 billion in the next two to three years. All of this has
caught the attention of Amazon.com which entered the market in February this year.
It came in through Junglee.com, a price comparison site and is already amongst the
top 10 sites in the country. Everyone is therefore trying to capitalize before the 800
pound gorilla comes in fully on its own which is expected to be sometime around
Q3/Q4 this year.
There is huge demand for top-notch professional grade web 2.0 consultancies
and development. Very few companies have a long term vision around customer
acquisition, retention and constant conversations. A lot more can be done in
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India- an upcoming super power has more than100 million internet users
which is keep on growing by introduction of 2G and 3G. They want to be online
always by any internet enabled gadgets. People are moving from street bargaining to
online web bargaining. The common Indian Mentality of seeing and believing or
how it will look is changing by introducing some creative business models like
cash on delivery by major e-commerce sites.
Products put at an easy reach so that she can check the label, feel it (if
required) and physically compare it with a similar product from a different
manufacturer
forgetting your grocery list at home, or carrying heavy bags up your front
steps. Online grocery shopping is dramatically changing the consumer's relationship
with the food market and making a service that may have once felt luxurious into an
everyday convenience.
for delivery. Since Internet groceries must deliver the food to the customers, they
typically pay a fee for delivery based on the amount of food they buy.
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This website should then have a "shopping cart" where a user can add items
to a list of things to be ordered, as well as view and edit items that she is planning to
purchase. Finally, this website should have the ability for the user to enter her
address and pay for the order.
This process can be made easier by having a well-organized room where the
products can be easily and efficiently located. The stock person should also check to
make sure that the items placed in the order match the list that the user created.
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Then, once the order has been compiled, the collection of food needs to be placed in
a vehicle and delivered to the customer.
Probable solutions:
understand the retail market, a bit of creative thinking and excellent customer service
can help you build a great business.
This is the figure showing that average number of keywords related to online
shopping and groceries in India.
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Wise Risks:
Online groceries offer ample opportunities, but not without risks. Many online
stores have been shuttered after operating for a few months to a few years.Taking
cue from the ventures that have shut down due to lack of funds or customers, being
local and less ambitious can help online grocers remain viable.
Creative networks:
Given the nature of the business, online grocers are in a different league from
other e-retailers. Most grocery e-stores cater to a specific city or certain areas due to
the logistic constraints.
A book or mobile phone can be easily shipped to distant locations across the
country from a central warehouse, but delivering a 10kg sack of rice or 5kg pack of
sugar to a different city is not commercially viable.
"The grocery category is not suited for traditional e-commerce ventures. While
there have been a number of attempts in the past decade and a half, almost all have
failed. The issues are related to low retailer margins, complex and expensive supply
chain, ubiquitous presence of brick-and-mortar grocery stores and the prevailing
consumer behavior," says Singh.
Improving Margins:
Given the low operating margin in the segment and the challenge of offering
better deals, it is important for online retailers to optimize their supply network.
The simplest way to increase the margin is to purchase in bulk by going
higher up the supply chain and eliminating as many intermediaries between
manufacturers and the retailer as you can.
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Again, a segment is unattractive when there are actual or potential substitutes for
a product.
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Changing prices
Plant capacity is being added, over and above what is needed to meet
demand
Strategic stakes are high when a firm is losing market position or has potential
for great gains
An industry shakeout
Competitors have high stakes economic and other and will battle to
remain as a player within the segment.
Economies of scale
Government involvement.
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Thousands of products
Weaknesses
Quality maintenance
Less response
Less discounts
High prices
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EASY MANDI.COM
Strengths
Easy transactions
More discounts
Customer satisfaction
Weaknesses
Shipping charges
Less advertisement
METRO BAZAR
Strengths
No of categories
More offers
Quick response
Weaknesses
Time consuming
Product searching
Product exchange
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Customer Experience
Creating an enjoyable shopping experience for customers should be the main
focus of any online merchant. That said, there are a few things customers expect
when shopping online. Those are
Easy navigation 37% of those surveyed agree that ease of navigation is the most
important feature when creating a solid customer experience.
Discounted prices and promotions 21% said discount prices and special
promotions are the most important feature to consider when creating an enjoyable
online shopping experience.
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Fast load times 18% said page speed is the most important factor to a customers
overall shopping experience.
Payment Processing
When it comes to online payment processing, what really matters to
merchants and consumers? The results of our survey suggests the following
Ease of use 45% of all people surveyed said ease of use is the most important
aspect of payment processing.
Processing costs 26% said processing costs are very important when selecting a
payment processing solution.
Number of payment options 21% of people surveyed said multiple payment
options are crucial when creating, maintaining or shopping in an online store.
Processing time Only 8% of people surveyed said processing time is crucial when
considering a payment solution.
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Products are easy to find 46% of surveyed users said online products should be
easy to find.
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Accomplish:
Every great e-commerce website has a few things in common. For starters,
brand loyalty is huge. That said, both new and established online merchants should
focus on staying competitive, attracting new customers, offering enhanced customer
service, facilitating shipment tracking and so much more.
The key success factors for Shopat1go.com are,
1. Product Availability
2. Quality
3. Customer satisfaction
4. Delivery in time
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Chapter-3
The present Study
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To study the various strategies followed by the online websites to build their
brand.
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Chapter-4
Analysis & Findings
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Research Methodology:
Research methodology is a systematic way to solve a problem. It is a science of
studying how research is to be carried out
Primary data:
Primary data consists of original information gathered from people residing in
Hyderabad, from my own questionnaire.
Sample size : 70 people
Secondary data:
Secondary data is the data collected from various websites and Text books
and Articles.
Data analysis:
A questionnaire was designed with some questions.
Then based on each question a Pie chart was drawn.
Based on the chart results , Findings were given .
Based on the findings , conclusions and recommendations were suggested.
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Quality-64%
Price-22%
Discounts-14%
14%
22%
64%
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Yes always-23%
Never-7%
Quality is important-49%
Rarely-21%
21% 23%
7%
49%
So, from this data we can know that people give importance to Quality and
also Brand.
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Yes-76%
No-24%
24%
76%
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Quality
Communication strategy
Competitive pricing
Good value added services
Free trails and discounts
All the above
4%
18%
23%
12%
36%
7%
Here Quality and Value added services are given more importance when
compared to competitive pricing and communication strategies.
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No-26%
Yes-51%
23%
Sometimes-23%
26%
51%
Here 51% people says that Good celebrities are good Brand ambassadors
and they are saying that investing in them is a good strategy
26% people are not agreeing that investing in Brand ambassadors is good
marketing strategy , They feel that Quality is important.
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Design-21%
Variety-21%
Discount-46% Others-12%
12%
21%
46%
21%
Here 46% people are agreeing that Discounts matters more for Online
websites
21% people are supporting the Design of the website attracts them to visit the
website
12% people are saying that some other features matters like
a. Product mix
b. Product availability and
c. Accessibility.
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Yes-31%
No-43%
26%
May be-26%
31%
43%
If the grocery is offered online, 43% people are not willing to buy them.
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Yes-40%
No-27%
33%
Sometimes-33%
40%
27%
Here 40% people are giving importance to Quality because they are not ready
to divert to another product even if the price is hiked.
33% people are depending some factors like
Product availability
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Findings:
These are my finding through my Data analysis ,
1. In every purchase, people are giving more importance to Quality rather than Price.
2. Nearly 75% of people are doing their shopping Online in any one category
like Electronics, Foot wear, Clothing.
3. More people are making their choices of purchase depending on these aspects :
a. Good value added services
b. Quality
c. Discounts
4. Many people are willing to buy the same product even if its price is increased,This
shows that they are Brand Loyal.
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Chapter-5
Conclusion & Recommendations
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Conclusion:
So from my study , I conclude that
The main importance is given to the brand in any purchase made by the
customers.
Brand building is an ongoing process that requires a great deal of effort and
time.
In todays technology-rich world, just about any small business can make use
ofthe internet to build its brand recognition and credibility.
Recommendations:
1. From my study, I came to know that people are giving more importance to Quality
When compared to Price and Discounts. So I recommend to maintain Quality in
their products.
2. More people are looking for the services offered by the company to their
customers.So, services like Delivery in time & Quality in delivery should be
developed.
3. Online sites should focus on the Discounts as well as Design of their websites.
4. Many people are not interested to purchase groceries online, so Grocery online
Stores should develop some strategies like outdoor promotion and discounts.
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Bibliography
Websites:
https://aytm.com/blog/research-junction/introduction-to-brand-strategy-part-1/
http://en.wikipedia.org/wiki/Strategy
http://www.millstseo.com/blog/why-brand-building-is-essential-to-your-company/
http://www.huffingtonpost.com/amy-oraefo/the-importance-of-brandb_b_5529846.html?utm_hp_ref=business&ir=Business
http://visual.ly/online-shopping-statistics
http://articles.economictimes.indiatimes.com/keyword/digital-marketing
Articles:
1. To engage with customers, e-tailers log into Twitter
2. Digital marketing knocks at your doors
3. The five commandments of digital marketing
4. MobiKwik to double its workforce this year
5. Do Online Grocers Beat Supermarkets?
Text Book:
Ramaswamy VS and S Namakumari, Marketing Management; 4 th Edition,Macmillan.
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Questionnaire on
A Study on Brand building strategies through internet in
shopat1go.com
Age: ___
Sex: M/F
Address: __________________
b) Price
c) Discounts
c) Quality is important
b) Never
d) Rarely
b)No
4. Which of the following, according to you, help build a good brand image?
a) Quality
c) Competitive pricing
b) Communication strategies
5. Are popular celebrities good brand ambassadors and is investing in them a good
strategy?
a) Sometimes, May be
c) Yes, Yes
b) No, No
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b) No
c) Mostly
b)No guarantee
c) High price
b) Variety
c) Discount
d) others, Please
specify_____________________
b) No
c)May be
10. Will you stick to the same product if their price is increased ?
a) Yes
b) No
c) Sometimes
Signature
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