Orun

Project Report On
Mobile & Email Marketing Opportunities
with reference to Retail Industry

Submitted in partial fulfilment of the requirements for the award of
MBA
RAYAT INSTITUTE OF MANAGEMENT

ROPAR
SUBMITTED BY:
Arun katoch
Industry Guide:
Faculty Guide:
Mrs. Pooja Sharma
Mr. Sarabjit Sandhu
Manager
Astt. Prof (Marketing)
ZCC Group
Rayat Institute of
Management, Ropar
Acknowledgment
This project report is an outcome
of the genuine support of many
well-wishers, friends and it is
because of the co-operation that I
received from various ends that
this report has attained the shape
that it deserves. I would like to
extend my sincere thanks to all of
them.
I am highly indebted to Mrs.

Pooja
Sharma,
my
project
guide at ZCC Group for her

guidance
supervision
and
as
well
constant
as
for
providing necessary information

regarding the project and also for
his support in completing the
project.
I would like to express my

special gratitude and thanks to
Mr. Sarabjit
Sandhu, Asst.
Professor (Marketing) at RIM

ROPAR for giving me such
attention and time.
My thanks and appreciations also

go to my colleague (ZCC Group)
in developing the project and
people who have willingly helped
me out with their abilities.
Thanking you
Arun katoch
Roll no.12059
RIM, Ropar
Page 3
Table of Contents
Acknowledgment........................................................................................................
3
1 Introduction &
Executive Summary...................................................................................................
7
2 Research
Methodology...............................................................................................................
12
2.1 Objectives of the
Study
12
2.2 Formulation of
Hypothesis 13
2.3
Research Design
15
2.4
Sample Design
17
2.5
Scope of Study
19
2.6
Research Limitations
20
3 Critical Review of
Literature.....................................................................................................................
22
3.1 Research on Mobile
in Retail by Global
Language of Business
22
3.2 Mobile Advertising
2020 Vision by Ogilvy and
Acision
23
3.3 India e-Marketing
Outlook 2012 by Octane
Research 25
3.4
Marketing
Platforms/Tools
27
3.5
Mobile Marketing
29
3.6
Email Marketing
31
3.7
Mobile Platforms
34
4 Details of Data
Collection.....................................................................................................................
37
4.1 Mobile Solution
Providers 40
4.2 Market Share of
Mobile Platforms 45
Page 4
Marketing
Companies ...............................................................................................
4.3
........... 47
Email Marketing
Companies/Pricing ...................................................................................
4.4
. 52
Findings and
Analysis..........................................................................................................
5
......... 57
Conclusions, Suggestions &
Limitations...................................................................................... 66
Conclusions/Suggestions ...........................................................................
6.1
........................... 66
6.2
Limitations .................................................................................................
........................... 67
Bibliography .................................................................................................
................................ 69
Annexure.......................................................................................................
............................... 71
LIST OF FIGURES
Figure 1: Formulation of Hypothesis
.........................................................................................................................................
13
Figure 2: Research Design Interaction
.........................................................................................................................................
15
Figure 3: Methods of Sampling
.........................................................................................................................................
17
Figure 4: Business Categories Distribution
.........................................................................................................................................
58
Figure 5: Supported Mobile Platforms Distribution
.........................................................................................................................................
60
Figure 6: Market Share Mobile Platforms
.........................................................................................................................................
61
Figure 7: Marketing Platforms Distribution
.........................................................................................................................................
63
Rayat Institute of Management, Ropar

Page 5
Chapter 1
INTRODUCTION & EXECUTIVE
SUMMARY

Page 6
1 Introduction & Executive Summary

1.1 Introduction
Terms like mobile commerce and mobile marketing have created a huge
buzz. If businesses could use mobile phones to reach consumers anytime,
anywhere, it would fundamentally change how they do business.
However, today mobile still represents a tiny channel for most companies.
Juniper Research estimates most consumer products companies spend less
than 1% of their total advertising budget on mobile. This will change and
the change will likely be even faster and more dramatic than the initial
wave of mobile phone adoption that today means over 4 billion people use
a mobile phone. The success of Apples App Store, providing mobile
applications for the iPhone, shows how quickly technology can be adopted
by consumers.
These innovations significantly impacts dynamics of retail industry in

coming future. It would be interesting to explore how consumers equipped
with modern mobile phones connected to the internet will impact retail
stores and how anyone making, promoting or selling products in a brick
and mortar retail environment can prepare for it.
Most retail stores are complex environments that have developed gradually
over the past fifty years. There are two levels to that complexity. Firstly,
the move to the self-service format from the service format that preceded it
was a massive cultural change. For consumers, self-service meant choice,
convenience and value. However, it also involved learning how to find

their way around a new

Page 7
environment. Over the years, retailers have learned how to design that environment to better meet
shopper needs and to drive sales.
In the future, all of retail touch points for consumers could have a mobile element. From the
research work available in the mobile space, one can identify the emerging applications that will
enable shoppers to have richer interactions. These interaction points enable scope for Mobile
Marketing to be highly effective tool in retail for marketers in future.
Email Marketing is also gaining huge popularity among retail marketers with improved internet
connectivity of the consumer in todays world. Email marketing is used in a number of ways by
organizations and marketers for brand and customer loyalty building, acquiring or converting
customers, company advertisements, or for communicating promotional offers and more.
.
Page 8
1.2 Executive Summary

This report was commissioned as part of the summer internship project for Consensys Solutions
India Pvt Ltd (ZCC Group) to identify opportunities for Mobile Marketing and Email Marketing in
the retail industry across the globe.
The research was focused on primarily exploring following information:

Mobile Marketing Companies in Retail and their business areas,
Marketing Platforms Tools used by Marketing Companies in
Retail, Mobile Platforms supported by Mobile Marketing
Companies and Email Marketing Companies and General Pricing
The data for the research was primarily collected from the National Retail Federation 2013 official
site and general Internet search using search engine such as Google, Professional networking sites
Linked In and Myntra.com. Corporate web sites of the companies were explored for product
offerings, pricing and mobile/marketing platforms supported.
On analysis of data collected it was noted that Android and iOS based mobile marketing solutions
were mostly offered in the retail industry. It was also established that mobile marketing
opportunities exist in the retail industry especially in these business segments - In store,
Merchandising and Mobile Commerce. Android was identified as the most popular mobile
platforms globally followed by iOS, so its recommended to offer mobile marketing solutions on
these platforms.
Page 9
Based on the research findings, it was concluded that Email marketing was among the most widely
used marketing tool by the marketing companies in the retail sector. E mail Marketing pricing
offering is very competitive in Asia Pacific region so most of the companies price quotation are on
the average range and very similar. The real differentiators are the service offerings and access to
Email address list with demographic details.
Page 10
Chapter 2
RESEARCH METHODLOGY
2.1 Objectives of the Study
2.2 Hypothesis
2.3 Research Design
2.4 Sample Design
2.5 Scope of the Study
2.6 Research Limitations

Page 11
2 Research Methodology
2.1 Objectives of the Study
Primary Objectives:
To
identify
opportunities
for
Mobile Marketing
in
the
Retail
Industry.
To
identify
opportunities
for
Email Marketing
in
the
Retail
Industry.
Secondary Objectives:
To
study
profiles
of
mobile
solution
providers participating in National Retail

Federation 2013 along with their business
categories, solutions and supported mobile
platforms in order to identify mobile
marketing opportunities.
To study profiles of marketing companies

participating in National Retail Federation
2013 along with their business categories,
solutions
and
supported
marketing
tools/platforms in order to identify Email

Marketing opportunities.
To study profiles of Email Marketing

companies from Asia Pacific and Middle
East
region
and
recommend
pricing
model/quotes for the region.
To find out market share of Mobile Operating

Systems Android, iOS,
RIM (Blackberry OS), Symbian (Nokia) and
Windows Mobile in different regions across
the globe.

Page 12
2.2 Formulation of Hypothesis

Hypothesis is a tentative theory or supposition provisionally adopted to explain certain facts and
guide the investigation of others. It is a tentative and declarative statement formulated to be tested
describing relationship between concepts. Hypothesis is a statement of predicated outcomes of the
research. A hypothesis is proposition which the researcher wants to verify.
Idea
Generate
Hypothesis
Design
Experiment
Reject
Acquire/Analyze
Data
Accept
Figure 1: Formulation of Hypothesis
Page 13
There are a lot of open/unexploited opportunities existing in the mobile and email marketing in the
Retail Industry. The purpose of this research is to establish the hypothesis by identifying
opportunities and trends.
Research Hypothesis:
With new trend of more and more users switching to smart phones across the world, there is
larger audience for marketing on mobile in general.
There is strong mobile application development community which is enabling increased

consumer presence on mobile because of applications such as Facebook, twitter etc.
Email and Mobile Marketing adoption in retail industry is quite likely because of the online
presence of most of the retail outlets and growing buzz of Ecommerce.
Retail industry across the world is expected to grow many folds in future so there is
tremendous growth opportunity for marketing innovations.
Page 14
2.3 Research Design

The research design is the concept ual structure within which research is conduct ed. It is a plan of
action, a plan of collecting and anal ysing data in economic, efficient and relevant m anner. It
contains the blue print for the collection, measurement & analysis of data. The proposed study is an
exploratory cum descriptive.
Descriptive
Research
Exploratory
Research
Causal
Research
Fig ure 2: Research Design Interaction
Exploratory Research is designed to generate basic knowledge, clarify relevant issues uncover
variables associated with a problem, uncover information needs and define research objectives. This
research used this exploratory design to explore information on mobile and marketing companies in
retail industry. On the preliminary stage, broad sources of information were identified and then each of
those information were studied/explored in detail to find out specific details such as product offerings,
supported platforms and business solutions. Most of the research design was based on
secondary data sources.
Descriptive Research is designed to provide further insight into the research problem by
describing the variables of interest. It can be used for profiling, defining segmentation, estimating,
predicting and examining associative relationships. This research used descriptive research design
for getting exact information on price quotation on email marketing in Asia Pacific region. This
region was identified after initial analysis using exploratory research method.
Page 16
2.4 Sample Design

Sampling is the selection of some p art of an aggregate or totality on the basis of wh ich a judgment
or inference about the aggregate or tot ality is made. Generally, sampling methods can be
categorized as probability and non-probability sam pling method.
Sample
Design
Probability Sample
Methods
Simple Random
Systematic
Random
Stratified
Random
Cluster Sample
Non Probability Methods
Area Sample
Convenience
Sample
Snowball
Sample
Judgement
sample
Quota Sample
Figure 3: Methods of Sampling
For the purpose of sample design, no n-probability sampling scheme was chosen.
Nonprobability sampling is any sampling method where some elements of the population have no
chance of selection (these are sometimes referred to as 'out of coverag e'), or where the probability
of selection can't be acc urately determined. It involves the selection of elements based on
assumptions regarding the population of interest, which forms the criteria for selection. Hence,
because the selection of elements is non-random, nonprobability sampling does not allow the
estimation of sampling errors. The se conditions give rise to exclusion bias, placing limits on how
much information a sample can provide about the population. Information about the relationship
between sample and population is limited, making it difficult to extrapolate from the sample to the
population.
For the purpose of this research, sample was chosen as all the participant companies for National
Retail Federation 2013 expo.
Page 18
2.5 Scope of Study

The study was carried out to identify opportunities of mobile and email marketing in the retail
sector and at the time asses the competition for ZCC Group. This research was done to collect the
information on current players/companies in mobile marketing & email marketing segment in the
retail industry especially in North America region, Asia Pacific region and Middle East region. The
companies under study were primarily scoped as all the companies participating in National Retail
Federation 2013 expo.
The data collection of the study for company profiling was scoped to following details:
Company Name
Corporate Website URL
Brief Description of the Company
Business Segment and Solutions Offered
Mobile/Marketing Platform supported
This data is very important for ZCC Group as they are exploring opportunities to offer solutions in
mobile marketing and email marketing with retail sector as primary target. The finding and
recommendations from the research would be used to define future strategy for the company in
respect of market scope, initial target market, and pricing strategy.
Page 19
2.6 Research Limitations

Research and analysis were based only on the secondary data available from the internet so any
error in the data gathering by the original source may generate inaccurate results.
Non-Probability Sampling Technique was used for data collection so estimation of sampling
errors was not possible. This leads to exclusion bias on the results based on the fact that how
much information a sample can provide about population.
Page 20
Chapter 3
CRITICAL REVIEW OF
LITERATURE
3.1 Research on Mobile in Retail by Global Language of Business
3.2 Mobile Advertising 2020 Vision by Ogilvy and Acision

3.3 India e-Marketing Outlook 2012 by Octane Research
3.4 Marketing Platforms/Tools
3.5 Mobile Marketing
3.6 Email Marketing
3.7 Mobile Platforms

Page 21
3 Critical Review of Literature

The overall purpose of a literature review is to
critically appraise and synthesize the current state of
knowledge relating to the topic under investigation,
as a means of identifying gaps in the knowledge that
a new study would seek to address.
3.1 Research on Mobile in Retail by Global

Language of Business
This research reports contains information on the retail store
future vision empowered by Mobile Technologies. It explores
how consumers equipped with modern mobile phones
connected to the internet will impact retail stores and how
anyone making, promoting or selling products in a brick and
mortar retail environment can prepare for it. This research is
focused on how mobile phones support richer, more enjoyable
and more efficient and more relevant shopping experiences for
consumers.
Key findings from the research:

There is huge potential to be gained by integrating
mobile technologies into retail and specifically into instore environments.

Page 22
3.2 Mobile Advertising 2020 Vision by Ogilvy and Acision

Mobile advertising in 2020 will be mobile directed advertising which is selected and chosen by the
individuals themselves. Individuals and not consumers; consumers remain a group or type of person
which conforms to a pre-defined segment by the brands. Individuals, on the other hand, are fully
independent, they may let you know them or part of them but they will never let a brand own them.
It is the individual who will be the pivotal player in the mobile advertising domain of the future and
the mobile device will be a technological representation of them. The mobile phone will transform
from being seen as a new personalized channel to receive advertisements on; to a device which will
orchestrate where, when and how selected advertisers information will be delivered.
Implications for Marketers:

Mobile is going to be a significant media channel.
Early adopters will benefit from low cost experimentation and first mover advantage.
Mobile advertising is not simply an extension of other media plans - it requires a different mindset, a distinct process and new metrics.
New forms or collaboration intra-company and across company are both possible and necessary
in the emerging mobile space.
The cost of entry is currently low.
Page 23
Implications for Operators:

Mobile advertising can unlock new revenue.
Inventory is a valuable asset for both mobile advertising and own base marketing activities.
Uptake of mobile advertising will increase where Operators are able to provide an integrated
ability to access their inventory by all parties.
Increase subscriber loyalty by providing relevant and targeted promotions.
Reward your subscribers for maintaining their profiles -increasing the value of your inventory
as well as ensuring their user experience is enriched.
Identify your strategic ambitions in relation to the mobile advertising value chain.
Page 24
3.3 India e-Marketing Outlook 2012 by Octane Research

Top 5 industry verticals in India in terms of e-marketing investment are:
Retail & Distribution (include online retail and ecommerce) Media & Entertainment
IT & ITES
Services
and
Consulting
(including
Marketing
Agencies) Education
Customer Acquisition
It continues to be the primary goal for existing & new marketing initiatives over the last two years
Social media
Social Media initiatives are gaining momentum and email continues to be the most effective
marketing channel. Social Media (68.8%) and Email marketing (53.1%) emerged as top 2 online
marketing initiatives that will see an increase in marketing investments in 2012.
No Spam
A majority of Indian marketers (36%) wanted a code of conduct by an industry body like IAMAI,
while 31.5% of the participants believe stronger anti-spam laws in like CAN-SPAM would help
curb the spamming campaigns.
Page 25
SMS vs. Email

As a direct result of TRAI directive on usage of SMS for promotional messages, approximately
35.3% of the respondents plan to increase their budgets towards email marketing by more than 11%
in 2012.
Page 26
3.4 Marketing Platforms/Tools

With emergence of web and mobile channels, marketing companies are able to new various types of
marketing platforms in addition to traditional channels. These are types of the marketing platforms
that are generally offered by these companies:-
Email Marketing: Using lists of email addresses to deliver content and promotional offers to
potential customers.
Mobile Marketing: Mobile marketing is a marketing method of promoting ones business

using a mobile phone.
o SMS Marketing
o MMS Marketing
o Apps Marketing
Web Marketing: Web marketing is the general term for marketing done on the Internet through
Social Networking Media, Web Advertisements, etc.
Digital marketing: Digital marketing is the use of internet connected devices to engage a
customer with online advertising in order to promote products and services. Internet connected
devices are those such as web browsers, smart phones and game consoles.
Page 27
Database Marketing: Database marketing is a form of direct marketing using databases of

customers or potential customers to generate personalized communications in order to promote
a product or service for marketing purposes. The method of communication can be any
addressable medium, as in direct marketing.
Page 28
3.5 Mobile Marketing

The mobile is a constant ever increasing piece of technology that is becoming more and more
affordable and convenient for people all over the world to use, not just using it for communication
but for social statutory reasons as well.
Mobile Marketing involves communicating with the consumer via cellular (or mobile) device,
either to send a simple marketing message, to introduce them to a new audience participation-based
campaign or to allow them to visit a mobile website. Mobile marketing is a marketing method of
promoting ones business using a mobile phone.
Types of Mobile Marketing:
Text/SMS Marketing: Short message service (SMS) or sent to potential customers through the
mobile phone using a short code with is a short number of 4-6 digits or a short code with it the
usual 9 digit number system that is referred to as a long code. For example: Get 15% of all checked
T-Shirts when you shop at Marks n Spencer outlets countrywide.
Mobile Web: 90% of mobile handsets is internet ready. This is basically advertising on internet
web pages that are supposed to be for mobile technology. An example of platform supporting this is
Ads by Google.
MMS (multi-media message service): These are messages that are sent to customers using multimedia message service which is exactly like SMS, but can potentially contain a picture, video and
or audio.
Page 29
Mobile Applications/Games: This from of mobile marketing involves have your ads inside of a
mobile application/game. Mobile Apps are little software programs you download from an app
store connected with your mobile devices operating platform. Theres the App store from Apple for
iPhones, and similar ones for Droid and Blackberry-based mobile devices. Apps (short for
applications) can be anything from games such as Words with Friends to specialized information
and entertainment experiences like the one from ABC News. Some are free while others have a cost
associated with them.
For businesses, building an application might be a smart way to reach consumers in a compelling way.
Whether its delivering company news, coupons or specials or engaging customers around your business
in some fashion (quizzes, polls, games, etc.), you can be an ever-present icon on a customers mobile
desktop, increasing the chances theyll remember you when theyre ready to buy.
Voice Marketing: These are pre-recorded messages that are broadcast numbers from a computer
managed list. IVR (Interactive voice response) is that automated voice that guides you through your
mobile providers customer mobile service section.
Bluetooth: It is often referred to as, proximity marketing. For example, if you walk into a store
using Bluetooth, and your phones Bluetooth functionality is turned on, you would receive a custom
message, like a text, that might say, Special offer on Pepsi products! Brands can use Bluetooth
technology in shelf and floor displays, too, so the message may be from the store, or it might be
from the actual brand as well.
Page 30
3.6 Email Marketing

A type of direct digital marketing that uses electronic mail (also called email or e-mail) as the
marketing communication delivery method. Email marketing is used in a number of ways by
organizations and marketers for brand and customer loyalty building, acquiring or converting
customers, company advertisements, or for communicating promotional offers and more.
Advantages of Email Marketing:

Low Cost Communicating via email has many of the advantages of traditional direct mail but
with much lower costs.
Speed If you need to you can get a message out to your entire list very fast.
Ease (both for you and the reader) For your marketing to be a success it has to be easy for the
recipient, but it helps that email marketing is easy for you too as it means you can do it yourself.
Push While websites and RSS are pull, in that the visitor has to come to you, with email
you can send your messages out, reminding and re-engaging readers.
Personalized The more information you collect, the more messages can be tailored and
personalized. Email also has the particularly special ability to segment, meaning you can split
people off into smaller, more focused lists.
Viral Its so easy for people to forward your message on to others, spreading further than you
could alone.
Page 31
Tracking Everything from how many emails were opened, through to each individual link
click can be tracked, meaning you can hone your techniques and improve performance
Testing Along with tracking, you can test different subject lines, calls to action, use of images,
and so on, to further improve your results
Complimentary Email, while an excellent tactic, does not replace your other marketing
activities but compliments them extremely well. Combining multiple tactics can build very
profitable marketing campaigns.
Opt-In Perhaps most important, the best email lists are always opt-in, meaning you have
permission to contact the person. This permission is very powerful and should not be
underestimated.
Page 32
Types of Email Marketing:
Direct Email:
Direct email involves sending a promotional message in the form of an email. It might be an
announcement of a special offer, for example. Just as one might have a list of customer or prospect
postal addresses to send your promotions too, so you can collect a list of customer or prospect email
addresses. One can also rent lists of email addresses from service companies. They'll let you send
your message to their own address lists. These services can usually let you target your message
according to, for example, the interests or geographical location of the owners of the email
Email Newsletter:
Instead of promotional email designed only to encourage the recipient to take action (buy
something, sign-up for something, etc.), one might send out retention emails. These usually take the
form of regular emails known as newsletters. A newsletter may carry promotional messages or
advertisements, but will aim at developing a long-term impact on the readers. It should provide the
readers with value, which means more than just sales messages. It should contain information
which informs, entertains or otherwise benefits the readers.
Transactional Emails:
Transactional emails are usually triggered based on a customers action with a company.
Triggered transactional messages include dropped basket messages, purchase or order
confirmation emails and email receipts.
Page 33
3.7 Mobile Platforms:

A mobile operating system (mobile OS) is the operating system that controls a smartphone, tablet,
PDA, or other mobile device. Modern mobile operating systems combine the features of a personal
computer operating system with touchscreen, cellular, Bluetooth, Wi-Fi, GPS mobile navigation,
camera, video camera, speech recognition, voice recorder, music player, personal digital assistant
(PDA), and other features.
Android:
Android was developed by a small start-up company that was purchased by Google Inc. in 2005,
and Google continues to update the software. Android is a Linux-derived OS backed by Google,
along with major hardware and software developers (such as Intel, HTC, ARM, Samsung, Motorola
and eBay, to name a few).
iOS:
The Apple iPhone, iPod Touch, iPad, and second-generation Apple TV all use an operating system
called iOS, which is derived from Mac OS X.
Blackberry OS from RIM:

This OS is focused on easy operation and was originally designed for business. Recently it has seen
a surge in third-party applications and has been improved to offer full multimedia support.
Currently Blackberry's App World has over 50,000 downloadable applications.
Page 34
Symbian OS:
Symbian had the largest smartphone share in most markets worldwide about two years back.
However, its market share has gone down in last couple of years because of emergence Android and
iOS and lack of penetration by Nokia in smartphone market.
Windows Mobile from Microsoft:

Windows Mobile's market share has sharply declined in recent years. Microsoft is phasing out the
Windows Mobile OS to specialized markets and is instead focusing on its new operating system
and software platform, Windows Phone. Nokia and Microsoft recent ties up mean that new Nokia
smartphones would mostly be using Window Mobile operating system.
Page 35
Chapter 4
DETAILS OF DATA COLLECTIONS
4.1 Mobile Solution Providers
4.2 Market share of Mobile Platforms
4.3 Marketing Companies
4.4 Email Marketing: Companies/Pricing

Page 36
4 Details of Data Collection

Data is defined as facts presented to
the researcher from the study of the
environment. Basically data are
divided into two types.
Primary Data: Primary data are collected for the first

time by the investigator for her own use. For this
marketing
research,
price quotation
on
Email
Marketing were collected for companies in Asia

Pacific region using following channels: direct calling
and posting information request via Email
Secondary Data: Secondary data are data which are

collected by somebody else. This research used
secondary data sources such as company listing at
National Retail Federation 2013, information from
corporate web sites of the companies, Company Search
using Linked In, various research survey reports
published on the web and general search using web
search engines such as Google.
Research was conducted in four different modules

Module 1: Mobile Solution Providers
Topic: List Mobile Solution Providers participating in
NRF Expo 2013 and find supported platforms. In
depth study was conducted and following details for

each company were captured as part of the research:
C
o
m
p
a
n
y
N
a
m
e
C
o
m
p
a
n
y
U
R
L
B
r
i
e
f
D
e
s
c
r
i
p
t
i
o
n
B
u
s
i
n
e
s
s
C
a
t
e
g
o
r
y
S
o
l
u
t
i
o
n
s
Supported Mobile Platforms (e.g., iOS, Android,

BlackBerry OS, iPad, Windows, etc.)
Page 37
Module 2: Market Share of Mobile Platforms

Topic: Find out market share of different mobile platforms globally
Internet Search was used to collect data published by different Market Research Companies to find
out market share of all the mobile platforms Android, iOS, Blackberry, Windows Mobile, etc.
Module 3: Marketing Companies

Topic: List the companys participation in NRF Expo 2014 and find the Marketing Solution
providers.
In depth study was conducted and following details for each company were captured as part of the
research:
Company Name
Company URL
Brief Description
Business Category
Solutions
Supported Platforms (e.g., Email Marketing, SMS Marketing, MMS Marketing, Direct
Marketing, Mobile Marketing etc.)
Module 4: E Mail Marketing Companies/Pricing

Topic: List Email marketing companies from Asia Pacific region along with contact details and
pricing information.
Internet Search was used to list Email marketing companies in Asia Pacific region involved in mobile
industry. Professional Networking web sites such as Linked In, Manta.com and general internet
Page 38
search were used to create the extensive list of companies. Following details were captured as part
of the activity
Company Name
Company URL
Brief Description
Business
Category
and
Solutions Pricing Information

Contact Details
Page 39
Description of Data Collection: As part of the research, following data were collected. Detailed
description is provided in the subsequent sections.
4.1
Mobile Solution Providers
In Depth analysis of all the mobile solution provider companies participating in NFR 2014 Expo
was conducted. Corporate web sites of each of these companies were explored to identify business
solution and supported mobile platforms. A questionnaire was created as part of this module.
A total of eighty five companies information was listed as part of the research with detailed profile
along with supported mobile platforms.
Some of the listed companies are as follows.

Aruba Networks
ARTS Pavilion
Agilysys, Inc.
AIRTAG
Brother Mobile Solutions
BIXOLON America
Cross View, Inc.
Cornell-Mayo
Page 40
Sample profiling of some of the companies from the list

1.) Company Name: Cornell-Mayo
Company URL: http://www.cornell-mayo.com

Brief Description:
Cornell-Mayo Associates offers the "Store of the Future" today with exciting, new Mobile
solutions. With "First to Market Solutions" on Apple mobile hardware platforms, CMA has
extended its "Store Systems Anywhere" philosophy. With Omniexpress can achieve the ultimate
in Mobile productivity.
Business Categories:
In-Store Application
Retail
Technology
Solutions POS
Solutions:
Store Management
Mobile Solutions
Supported Platforms:
iPhone
(iOS) iPad
Android
Page 41
2.) Company Name: Koamtac, Inc.
Company URL: http://www.koamtac.com

Brief Description:
KoamTac's creates application generation software that enables barcode scanning integration
without modification to most line-of-business applications and supports all major Smartphones.
Information Technology
In-Store - Scanning Technology
In-Store-
Retail
Technology
Solutions Storage & Distribution

Solutions:
Transportation and Logistics,
Distribution and retail,
Hospitality
iPhone (iOS)
Android
BlackBerry
Page 42
3.) Company Name: AirWatch
Company URL: www.air-watch.com

Brief Description:
AirWatchs secure, web-based solution provides a single, integrated view of a retailers entire fleet
of both corporate and employee-owned Apple iOS, Android, Blackberry, Symbian and Windows
devices.
Application
Management POS
In-Store
Decision Support System
Solutions:
Mobile Application Management
Mobile Content Management
Mobile Email Management

iPhone
Android
BlackBerry
Page 43
4.) Company Name: Kony Soultion s
Company URL: www.konysolutions.com

Brief Description:
Kony Solutions enables companies to offer consumers feature-rich mobile applic ations through the
Kony Mobile Application Platform . Leveraging a proprietary Konys unique platform is proven
to future proof a companys mobile investment by enabling applications to be changed once for all
channels, ensuring faster adoption of new operating systems and standards as th ey are introduced,
while eliminating maintenance and u pgrade.
Application
Service
Provider E Commerce
Solutions:
Retail Banking,
Retail Brokerage
Enterprise Asset Management

iOS (iPhone/iPad)
Android
BlackBerry
4.2 Market Share of Mobile Platforms

Global Market Share of Mobile Operating System:
Mobile Platform
Q1 2012
Android
59%
iOS
23%
Smybian
6.8%
RIM(Blackberry)
6.4%
Windows
0.3%
Others
4.5%
US Smartphone Market Share by OS:
Mobile Platform
Dec 2010
Dec 2011
Android
29%
47%
iOS
25%
30%
RIM ( Blackberry)
32%
16%
Windows
8%
5%
Smybian
3%
2%
Europe Smartphone Market Share by OS:
Mobile Platform
Dec 2011
Android
28%
Page 45
iOS
21%
RIM ( Blackberry)
9%
Windows
6%
Smybian
32%
China Smartphone Market Share by OS:
Mobile Platform
Feb 2011
Android
11%
iOS
59%
Smybian
3%
Others
27%
Australia Smartphone Market Share by OS:
Mobile Platform
Feb 2011
Android
11%
iOS
74%
Smybian
9%
Others
6%
Page 46
4.3 Marketing Companies

In Depth analysis of all the marketing companies participating in NFR 2013 Expo was conducted.
Corporate web sites of each of these companies were explored to identify business solution and
supported marketing platforms. A questionnaire was created as part of this module.
A total of one hundred thirteen companies were listed as part of the research with detailed profile
along with supported marketing platforms. Research was conducted in view of identifying usage
pattern of following platforms by these companies.
SMS Marketing
MMS Marketing
Email Marketing
Web Marketing
Apps Marketing
Digital Marketing
Database Marketing
Direct Marketing
Some of the listed companies are as follows.

1010data
Avanade, Inc.
Chain
Store
Guide Cherry
Cisco
Page 47
Experian QAS
First Insight
Foresee
Hewlett-Packard Co.
IBM Corporation
Sample profiling was done similar to Module 1.

1.) Company Name: Vision6
Company URL: http://www.vision6.com.au

Brief Description:
Vision6 is a global leader in SMS & Email Marketing and Database Management solutions. Its
award offers a powerful, on demand solution delivering automated marketing, email marketing
system analytics, online surveys, Email & SMS creation, sales lead generation and extensive list
management all within an intuitive and spam compliant framework.
Information Technology and Services
Solutions:
Marketing
Advertising
Email Marketing
Page 48
2.) Company Name: MailAndMine
Company URL: http://www.mailandmine.com.au

Brief Description:
They love to help businesses achiev e great results and consistently grow loyalty. They cut through
the Email marketing hype to ensure your business gets the best Email Software Technology and
Email Campaign Support at the best price.
Information Technology and Services
Solutions:
Email Newsletters
Email Marketing
Email Software
Email Marketing Software
3.) Company Name: The Marketing Network
Company URL: http://www.themar ketingnetwork.com.au/

Brief Description:
The Marketing Network is one-stop marketing & management consultancy (a s well as a free
information portal) focused on fin ding, attracting and retaining customers for our SME clients
Professional Services and B2B Companies.
Marketing and Advertising
Solutions:
Marketing Strategy
Marketing Communications
Brand Strategy
Website Design
Digital Marketing
Social Media Marketing
Online Marketing
Email Marketing
4.) Company Name: Internet Mark eting Pro
Company URL: http://www.interne tmarketingpro.in

Brief Description:
Internet Marketing Pro offers profe ssional internet marketing services as such SE O, PPC, SEM
and Email Marketing. They have team of professionals who have the ability to deliver the best
results by bringing organic traffic to your site. They at Internet marketing pro understand the
internet very well so we have the ability to deliver the best to our customers.
Marketing and Advertising
Solutions:
Search Engine Optimization
Search Engine Marketing
Pay per Click
Social Media Marketing
Email marketing
Rayat Institute of
Management, Ropar
Page 51
4.4
Email Marketing Companies/Pricing
A thorough listing was done for the Email marketing companies in Asia Pacific region along with
their contact details. Different professional networking websites such as Linked In, Manta.com, etc.
were used in creating the extensive list of such companies. A total of about six hundred Email
marketing companies were listed as part of this research.
Some of the listed companies are as follows

Vision6
EzyMsg
Melon Media Sydney
Groovy Mail
Apex Pacific
Interact Guru
V.Sop Design
Pinpointe
Blayn Inc.
Campaign Monitor
Page 52
Pricing of Email Marketing:

As part of research, pricing Quotation for about fifty Email Marketing companies was also done.
The pricing of some of the companies listed in the sheet are as follows:
1.) Companys Name: Vision6 (Australia)
Company URL: http://www.vision6.com.au

Pricing:
Email Send Fees:
The email send costs are calculated on the total number of emails sent throughout the month.
Package Size
Price/email
0-200
US $ 0.04
201-2000
US $ 0.03
2001-10,000
US $ 0.03
10,001-100,000
US $ 0.01
10,0001-250,000
US $ 0.0075
Page 53
2.) Companys Name: Nexus Mailer (Hong Kong)
Company URL: http://www.nexusmailer.com/

Pricing:
Self Service E-mail Marketing
Package Name
No. of Subscribers
Monthly
Yearly
NM-1k
1000
US$29.95
US$329.00
NM-3k
3000
US$44.95
US$494.00
NM-5k
5000
US$59.95
US$659.00
NM-10k
10000
US$79.95
US$879.00
NM-25k
25000
US$139.00
US$1529.00
NM-50k
50000
US$199.00
US$2189.00
NM-75k
75000
US$259.00
US$2849.00
NM-100k
100000
US$319.00
US$3509.00
Bundled Packages
Four Star One Page Newsletter Design
Send e-mail campaign + Import/Export e-mails
+ Reports
$300 + NM Package
Three
$99 + NM Package
Send e-mail campaign + Import/Export e-mails

+ Reports
Star
Page 54
3.) Companys Name: SalesCatalysts.com (Hong Kong & Thailand)
Company URL: http://www.salescatalysts.com

Pricing:
Monthly Subscription plans
(For regular email campaigns)
MONTHLY SUBSCRIPTION PLAN (ideal for regular email campaigns)
No. of Email Credit / Month
1,000
1,800
2,500
US Dollar
US$24
US$38
US$46
Hong Kong Dollar

HK$200
HK$300
HK$360
4,000
8,000
10,000
US$64
US$110
US$120
HK$500
HK$900
HK$1,000
CREDIT REFILL PLAN (ideal for occasional email campaigns)

Total No. of Email Credit
5,000
10,000
15,000
20,000
US Dollar
US$198
US$338
US$498
US$630
Hong Kong Dollar

HK$1,600
HK$2,800
HK$4,000
HK$5,000
Page 55
Chapter 5
FINDINGS AND ANALYSIS

Page 56
5 Findings and Analysis

Every study is conducted for the purpose of
getting some results. And without analysis and
interpretation of data received in the study, a
researcher is not able to make any judgments.
For this purpose in this chapter data are
analysed.
Mobile Marketing companies:

Business Categories/Solutions
offered by mobile marketing
companies in the retail industry. Total
Companies: 85
Business Categories/Solutions
No. of Companies
Supply Chain Management
21
Customer Relationship Management
17
Merchandising
32
In store
59
Point of Sale
50
Information Technology
50
Supply and Distribution
23
Safety & Security
10
Decision Support System
Communication
18
E Commerce

Page 57
80%
70%
companies %
70%
59%
60%
50%
59%
38%
40%
30%
25%
27%
20%
20%
21%
12%
10%
10%
10%
0%
M
C
M
C
R
n
e
t
In
in
is
.T
S &
S
S &
.S
D
.S
Business Categories
Figure 4: Business Categories Distribution

SCM- Supply Chain Management
CRM-
Customer
Relationship
Management POS Point of Sale

IT Information Technology
S & D- Supply & Distribution
S & S- Safety & Security
DSS- Decision Support System
E.C- Electronic Commerce
.
u
m
.C
E
Findings:
Most of the companies are in the Business category of In-Store i.e. about 70%.
Other Business categories like Point of Sale and Information technology are of
59%. Rest of the business categories includes:
o SCM-25%
o CRM-20%
o
Merchandising-38%
o Supply & Distribution-27%

o DSS-10%
o
E Commerce-10%

Page 59
Mobile Marketing Companies:

This is analysis of supported mobile platforms by the companies in the retail industry.
Total Companies: 40
Supported Mobile Platform s
No. of Companies
iPhone/iPod ( iOS)
26
Android
25
iPad (iOS)
25
Blackberry OS
10
Other Mobile Platforms
25
Figure 5: Supported Mobile Platforms Distribution
Global Market Share of Mobile Platforms:
Mobile Platform
Q1 2012
Android
59%
iOS
23%
Smybian
6.8%
RIM(Blackberry)
6.4%
Windows
0.3%
Others
4.5%
6.4%
4.5%
6.8%
0.3%
23.0
%
Android
59.0%
iOS
Windo
ws
Symbia
n
Blackb
erry
Other s
Figure 6: Market Share Mobile Platforms
Findings:
30% of the companies used iPhone as supported platforms for their solutions.
The companies using iPad and Android are approximately same (29%)
Blackberry OS is less popular compare to other platforms
Companies using other than these platforms are 29%.
Android has the highest market share in smartphone market globally, closely followed by iOS.
Page 62
Marketing Companies:
Marketing platforms used by companies in the retail industry.
Total Companies: 112
Marketing Platforms
No. of Companies
SMS Marketing
35
Email Marketing
54
QR Codes
Web Marketing
42
Point of Sale
17
Direct Marketing
44
Bluetooth Marketing
Digital and Media Marketing
23
Database Marketing
10
Others
27
No. of Companies (%)
% of Companies using the different Marketing Platforms

60%
49%
50%
40%
40%
38%
32%
30%
24%
20%
15%
8%
4%
10%
25%
12%
10%
0%
S
S
R
Q
g
in
ia
e
t
Marketing Platforms
Figure 7: Marketing Platforms Distribution
a
t
lu
B
ig
Findings:
Most of the companies are engaged in email Marketing. Approximately 50% of the marketing
companies are using email marketing.
The second most preferable marketing tools used by the companies are Direct Marketing and
Web Marketing, which is about 40% and 38%.
32% of marketing companies are using SMS Marketing.
24% of companies listed in NRF under Marketing categories are using Digital marketing or
Media marketing.
15% and 12% of companies are using POS and Database marketing.
Rest of the 8% and 4% of companies are using the QR codes and MMS marketing.
25% of companies are using the marketing tools other than these marketing platforms, which
includeso Online Marketing
o E-Marketing
o
Online Payment etc.
Page 64
Chapter 6
CONCLUSIONS, SUGGESTIONS &
LIMITATIONS
6.1 Conclusions/Suggestions
6.2 Limitations

Page 65
6 Conclusions, Suggestions & Limitations

6.1 Conclusions/Suggestions
By analyzing the data collected from the NRF, it was observed that most of
the companies are in the Business categories ofIn-Store and Merchandising.
Few companies are in the categories of E-Commerce, Decision Support
System, Security and Safety. Therefore, these are the gaps where one can be
explored by new entrants.
Android and iOS based mobile marketing solutions were mostly offered in the
retail industry
Android was identified as the most popular mobile platforms globally

followed by iOS, so its recommended to offer mobile marketing solutions on
these platforms.
Most of the Marketing companies are not using Mobile Marketing .There is an
opportunity for the new entrants in this domain.
Email and Direct Marketing is still most preferable Marketing tool in the retail
industry.
E mail Marketing pricing offering is very competitive in Asia Pacific region

so most of the companies price quotation are on the average range and very
similar. The real differentiators are the service offerings and access to Email
address list with demographic details.

Page 66
6.2 Limitations
Many companies did not provide product data on their web sites so this may lead to an
inappropriate data analysis.
While collecting information on pricing quotations many companies did not respond to queries
so findings do not include data of these companies.
Research and analysis were based only on the secondary data available from the internet so any
error in the data gathering by the original source may generate inaccurate results.
Research was conducted mostly from the companies participating in NRF 2013 event so
analysis and finding may not be representative of the actual facts.
Non-Probability Sampling Technique was used for data collection so estimation of sampling
errors was not possible. This leads to exclusion bias on the results based on the fact that how
much information a sample can provide about population.
Page 67
Chapter 7
BIBLIOG
RAPHY
Rayat Institute of
Management,
Ropar
Page 68
7 Bibliography
Mobile in Retail. (2010).
Retrieved from Global
Language of Business:
http://www.gs1.org/
Case Study:e-Marketing
Outlook. (2012).
Retrieved from Octane:
http://octane.in/research/
Market share - Mobile OS.
(2012). Retrieved from
IDC: Analyze the Future:
http://www.idc.com/
About the Company.
(n.d.). Retrieved from ZCC
Group: http://www.ZCC
Group.com/
Company List( 2013
Expo). (n.d.). Retrieved
from National Retail
Federation:
http://www.nrf.com/
Digital Retail Apps. (n.d.).
Retrieved from Kiosk:
www.kiosk.com
Email
Marketin
g. (n.d.).
Retrieve
d from
Verifone
Inc:
http://ww
w.verifon
e.com
G.Vedam
ani, G.
(2011).
Retail
Manage
ment.
Delhi:
Jaico
Publishin
g House.
Home. (n.d.). Retrieved

from CrossView, Inc.:
http://www.crossview.com
Marketing Solutions.
(n.d.). Retrieved from
Zmags Corp:
http://www.zmags.com
Mobile Advertising Vision
2020. (n.d.). Retrieved
from OgilvyOne Worldwide:
http://www.ogilvy.com
Mobile Advertising Vision

2020. (n.d.). Retrieved
from Acision:
http://www.acision.com/
Mobile Retail Solutions.
Zebra Technologies:
http://www.zebra.com
Mobile Technology. (n.d.).
Retrieved from Time
Trade:
http://www.timetrade.com
Point of Sale - Mobile
Offerings. (n.d.).
Retrieved from Point of
Sale Inc: www.erply.com
Product Information.
Retail Anywhere:
http://www.retailanywhere
.com
Professional Networking
Site - Company Search.

Linked In:
http://linkedin.com
Retail
Soluti
ons.
(n.d.).
Retrie
ved
from
Quick
Media
:
www.
qwick
media
.com
Sonta
kki, C.
N.
(2010
).
Marke
ting
Resea
rch.
Himal
aya
Publis
hing
House
.
Rayat Institute of
Management, Ropar
Page 69
Chapter 8
ANNEXURE
Rayat Institute of
Management, Ropar
Page 70
8 Annexure
Annexure I:
Questionnaire
on Mobile
Marketing
Dear Sir/Madam I am
conducting a survey on
Mobile Marketing.
May I have five minutes
of yours
to fill-up the
questionnaire?
Name (optional):
__________________
_
Sex: Male
Female
Age (in years): 15

25
26 35
36 45
Abov
e 50
Email address:
__________________
1.) Are you the
decision maker /key
influencer?
a) Decision Maker
b) Key Influencer
c) Others
_______________
__
2.) Your preferred
devices and mobile
platforms:
a
)
S
m
a
r
t
p
h
o
n
e
:
A
n
d
r
o
i
d
,
i
P
h
o
n
e
N
a
t
i
v
e
A
p
p
s
b
)
B
l
a
c
k
b
e
r
r
y
:
N
a
t
i
v
e
A
p
p
c) Java Handsets: Flip
Phones-could
be
native
app
or
mobile Web
d) Palm: recommend
mobile
web
experience only
Rayat Institute of
Management, Ropar
Page 71
3.) How often do you change or upgrade your cell phone? And why?
a) Monthly
b) Less than 1 year
c) 1 to 3 years
d) 3 to 5 years
e) More than 5 years
___________________________________________________________________________
4.) What type(s) of Mobile Marketing have you used, or are you considering using, for your
business?
a) SMS
b) MMS
c) Mobile Web Application
d) Bluetooth/Proximity Marketing
e) Location based Marketing
f) QR Codes
g) Voice
h) Mobile Banner Adds
i) We are not considering Mobile Marketing for our business.
5.) Which cell phone features do you struggle with using and what improvements would you
like to see?
_________________________________________________________________________________
___________________________________________________________________
6.) In regards to your cell phone, is functionality or styling more important to you? How would
you rate each on a scale of 1 to 10?
__________________
Page 72
7.) How you do feel about mobile advertising overall?

_________________________________________________________________________________
___________________________________________________________________
8.) How do you feel when you receive unsolicited advertising on your cell phone? What if it is a
coupon or discount for a place where you are shopping?
_________________________________________________________________________________
________________________________________________________________
9.) What do you primarily use your mobile device for?

a) Calls
b) Text messages
c) Check emails
d) Web Search
e) Social Media/Netoworking
f) Online Shopping
10.) How comfortable are you with the features on your cell phone?
a)
b)
c)
d)
e)
Very satisfied
Satisfied
Neutral
Dissatisfied
Very Dissatisfied
11.) How much would you be willing to pay to be able to access your bank account and
conduct business through your mobile device?
___________________________________________________________________________
Page 73
12.) Did you feel mobile ads will replace traditional ads? Why or why not?
_________________________________________________________________________________
____________________________________________________________________
13.) What service or features on your phone do you think should be free?
_________________________________________________________________________________
____________________________________________________________________
14.) What is your primary purpose for using internet on your mobile phone?
a) To browse web
b) To read News
c) To read/send emails
d) To use online applications
15.) Do you think Internet on mobile would get better in the future?
a) Yes
b) No
c) Maybe
16.) How much would you be ready to spend for an online application that you want to obtain?
a)
b)
c)
d)
e)
Nothing only downloads free applications

Less than $50
From $51 to $100
From $101 to $200
More than $200
Page 74
17.) What do you think about the rate of change in regards to mobile devices and how can a
mobile provider better ease their customers through it.
_________________________________________________________________________________
____________________________________________________________________
(Thank you for spending your valuable time for personal communication.)
Page 75

Orun

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Orun

Uploaded by

Copyright:

Available Formats

Project Report On

Mobile & Email Marketing Opportunities

with reference to Retail Industry

RAYAT INSTITUTE OF MANAGEMENT

Mrs. Pooja Sharma

Mr. Sarabjit Sandhu

Astt. Prof (Marketing)

I am highly indebted to Mrs.

guide at ZCC Group for her

providing necessary information

I would like to express my

Professor (Marketing) at RIM

attention and time.

My thanks and appreciations also

Figure 2: Research Design Interaction

Figure 4: Business Categories Distribution

Figure 6: Market Share Mobile Platforms

Figure 7: Marketing Platforms Distribution

Rayat Institute of Management, Ropar

Rayat Institute of Management, Ropar

1 Introduction & Executive Summary

These innovations significantly impacts dynamics of retail industry in

convenience and value. However, it also involved learning how to find

Rayat Institute of Management, Ropar

Rayat Institute of Management, Ropar

1.2 Executive Summary

The research was focused on primarily exploring following information:

Rayat Institute of Management, Ropar

Rayat Institute of Management, Ropar

Rayat Institute of Management, Ropar

providers participating in National Retail

To study profiles of marketing companies

tools/platforms in order to identify Email

To study profiles of Email Marketing

model/quotes for the region.

To find out market share of Mobile Operating

Rayat Institute of Management, Ropar

2.2 Formulation of Hypothesis

Figure 1: Formulation of Hypothesis

Rayat Institute of Management, Ropar

There is strong mobile application development community which is enabling increased

Rayat Institute of Management, Ropar

2.3 Research Design

Fig ure 2: Research Design Interaction

secondary data sources.

Rayat Institute of Management, Ropar

2.4 Sample Design

Non Probability Methods

Figure 3: Methods of Sampling

Rayat Institute of Management, Ropar

2.5 Scope of Study

Rayat Institute of Management, Ropar

2.6 Research Limitations

Rayat Institute of Management, Ropar

3.2 Mobile Advertising 2020 Vision by Ogilvy and Acision

Rayat Institute of Management, Ropar

3 Critical Review of Literature

3.1 Research on Mobile in Retail by Global

Key findings from the research:

Rayat Institute of Management, Ropar

3.2 Mobile Advertising 2020 Vision by Ogilvy and Acision

Implications for Marketers:

Rayat Institute of Management, Ropar

Implications for Operators: