Analysis of Website and Marketing Promotion To Facilitate Online Marketing in Printing Retail Industry

Patankar, Ashutosh (2011) Analysis of Website and Marketing Promotion To Facilitate Online Marketing in Printing Retail Industry. [Dissertation (University of Nottingham only)] (Unpublished)

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In today’s era of internet with evolution of Web 2.0, all the organisations dealing in retail are going online. In fact online presence has been mandatory requirement today and does no longer hold any competitive advantage by far. In country like India, printing retail industry has been found to be in a state of growth. There is wide array of literature available that analyzes critical success factors for online marketing in general as well as precisely for retail industry. This management project aimed to explore in detail how factors like website & marketing promotion facilitate online marketing in Printing Retail Industry in India. Case study of firm named “Printo Document Services Pvt. Ltd.” located in Bangalore city of India was used for research in this project.

Market research was conducted through a web based questionnaire in order to perform the environmental analysis of the industry. This helped in understanding the anticipated business potential in Indian market as gauzed by Printo and its competitors. Thereafter competitors’ analysis was performed to understand in detail about product and value offerings made available by all the players online. This was helpful in understanding the attractiveness and degree of competition in the Indian market in printing retail industry. This was done as it would be helpful for managers in Printo to reassess and validate the future online marketing strategy and objectives with respect to current market conditions.

A review of literature revealed various factors such as ease of use, navigability, security, and information exchange that were most critical for making website as effective and efficient online channel. The importance of these factors and their impact on attracting customers online were analyzed with regards to printing retail industry in India. Semi structured qualitative interviews were conducted with Printo employees to know their views, opinions and experiences. Another area of literature revealed critical factors about marketing promotion. Paid search mechanism like Google Adwords was utilized to study its impact on personal products website. Interviews conducted in Printo and feedback from customers helped in exploring in depth the views and experiences of people in industry with regards to marketing promotion.

The analysis of findings gathered through discussions that took place during qualitative interviews was conducted to throw light on factors such as website and marketing communication. Numerous new factors like challenges faced during marketing promotion of products in B2B context emerged through the analysis. Moreover, due to the unique type of industry being of printing retail some difficulties were revealed. Articulation of technical competence of the organisation in printing through website emerged as one of the determinants of success of online marketing. It was learnt that online printing has very high degree of tangibility making things more challenging as compared with any other retail industry.

Following the completion of this report the recommendations and suggestions have been furnished in the section named managerial implications. Also in the research methodology limitations of qualitative analysis using semi structured interviews has been mentioned. Eventually proposals regarding some of the identified areas for future research have been presented which would take the research conducted in this management project forward to know more about printing retail industry and online marketing in its regard.

Item Type: Dissertation (University of Nottingham only)
Keywords: online marketing, printing retail industry, website design, marketing promotion
Depositing User: EP, Services
Date Deposited: 09 Nov 2011 10:56
Last Modified: 30 Dec 2017 13:54

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