Digital marketing strategies of company in fmcg market. Digital marketing strategies of company in fmcg market. VIVA Report, Mini project

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Mini Project Report
Dr. A.P.J Abdul Kalam Technical University
Lucknow, Uttar Pradesh – 226031
“DIGITAL MARKETING STRATEGIES
OF
COMPANY IN FMCG MARKET”
Submitted by: LUCKY SHARMA
Roll No: 200037070001
Session 2020-21
Under the guidelines of
Prof : Dr BHAVNA AGGRAWAL
Department of Management
INSTITUTE OF MANAGEMENT EDUCATION
178 G.T SAHIBABAD, GHAZIABAD (INDIA)

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CERTIFICATE
Certified that the Mini Project Report entitled DIGITAL MARKETING STRATEGIES OF COMPANY IN
FMCG MARKET submitted by LUCKY SHARMA is his own work and has been done under my
supervision. It is recommended that this Project be placed before the examiner for evaluation.
(Signature of the Guide)
Dr BHAVNA AGGRAWAL
IME College, Sahibabad
College code -37

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STUDENT DECLARATION
I the undersigned solemnly declare that the report of the mini project work entitled
“DIGITAL MARKETING STRATEGIES OF COMPANY IN FMCG MARKET’’ ,is based my own
work carried out during the course of MBA II Semester my study under the supervision of
Dr BHAVNA AGGRAWAL I assert that the statements made and conclusions drawn are an outcome of the
project work. I further declare that to the best of my knowledge and belief that the project report does not
contain any part of any work which has been submitted for the award of any other degree/diploma/certificate in
this University or any other University.
Name : Lucky Sharma
Roll no: 2000370700015
MBA II semester

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ACKNOWLEDGEMENT
I would like to express my special thanks of gratitude to my teacher
Dr BHAVNA AGGRAWAL who gave me the golden opportunity to do this wonderful project.of
DIGITAL MARKETING STRATEGIES OF COMPANY IN FMCG MARKET
who also helped me in completing my project, i came to know about so many new things i
amthankful to them, secondly i would also like to thanks my parents and friends,
who helped me a lot in finalizing this project within the limited time frame.
NAME : LUCKY SHARMA

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PREFACE
Description of the goal tasks and main result Main goal of this thesis is to analyze the utilization of digital
marketing tools in FMCG companies in contemporary market. In order to achieve this goal secondary data
effective, what success factor of theses factor of those digital tools and the comparison of top companies in
FMCG market was conducted.
Thus this thesis shall prove to be useful for practitioners in FMCG MARKET. Keyboard
Digital marketing ,FMCG, Social Media Marketing ,Content Marketing, Search Engine Marketing ,Case
studies.

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TABLE OF CONTENT
1. INTRODUCTION……………………………………………………………….6
2. COMPANY PROFILE………………………………………………………….
3. THEORETICAL FRAME WORK …………………………………………….5
4. DIGITAL MARKETING STRATEGY………………………………………..15
5. LITERATURE REVIEWS……………………………………………………..28
6. SEARCH ENGINE OPTIMISATION…………………………………………55
7. RESEARCH STRATEGY……………………………………………………...65
8. DATA ANALYSIS……………………………………………………………
9. CONCLUSIONS………………………………………………………..78
10. REFERENCE………………………………………………………………….

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INTRODUCTION
Twenty first century can be called an informational age, as of now the biggest asset and source of
competitive advantage is information. Moreover, it is not only about the information itself, but how it is
being kept and transferred, which is made online. World has gone digital in that scale, which is even
unimaginable. New ways of communicating, socializing, playing, buying are implemented so rapid, that
it is hard to keep up with the pace. And if for individuals it is rather not considered as a problem, for
companies it is and a huge one. It is vital for organizations to be as adaptable and technologically
advanced as possible not for being number one in their niche but to remain competitive in general. And
here came a significant change in organizations strategies – implementation of digital marketing. .
Main aim of this paper is to find out different approaches and methods towards digital marketing and to
evaluate which of them prove to be the most efficient. Also, there will be different cases from real
practices, where it shall be analyzed why one digital marketing strategy might be efficient, while the other
one might not.
However, before digging deeper into the topic, it is needed to be said that there are certain limitations to
the research. For instance, the whole topic of digital marketing is relatively new, which means that this
phenomenon is not completely understood. Second thing is that digital marketing is changing as much as
the technologies and world itself are changing. This means, that most of the outcomes of this research
What is important to mention is that this thesis is based majorly on desk research and case studies. In case
of desk research, it means using scientific publications, professional literature both online and offline.
When we speak about the case studies, it is important to mention that cases will contain not only major
and systematic examples of overall strategies, but more specific instruments shall be seen as cases as
well: using one or several particular digital marketing tools to achieve better results in business
operations.
Taking into consideration all the above mentioned, this research has relevance and managerial
implications for companies. The results of this thesis will be useful for different groups of people:
 For marketing managers in general
 For FMCG companies
 For FMCG marketing managers in particular
 For people who are generally interested in digital marketing .
 The following research goal was formulated:
• To analyze the utilization of digital marketing tools in FMCG companies in contemporary market
 The following research objectives were formulated:
1) To describe digital marketing phenomenon
2) To find the most efficient digital marketing tools

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3) To describe the success factors of the digital marketing tools
Research object in this thesis are International FMCG companies. Research subject is the digital
marketing strategies and specific features which are used by companies.
Research problem of this study consists of lack of comparative analysis of the best digital marketing tools
in FMCG market.
Research questions are the following.
This study is based on qualitative research approach, which is chosen according to stated research goal
and which allows to investigate research questions.
After the analysis of the articles and textbooks on the researched topic it was inferred that secondary data
analysis and case studies analysis are the most appropriate research methods for achieving the main goal
of this thesis. Secondary data includes journals, internal documents of the company and reports. Also case
studies were used as a secondary data as well due to the difficulties of achieving the primary data from
companies.
The master thesis consists of three stages of research. The first stage is the theoretical chapter, which
concentrated on investigating digital marketing in general as a phenomenon and a vital tool in modern
companies.
The second chapter includes research methodology. Secondary data collection and case studies are used
in the thesis. For achieving research goal several case studies of major FMCG companies/competitors
were analyzed
The third chapter includes analysis of case studies of FMCG companies with looking for patterns of
success of recent marketing campaigns. Also, there is an overall discussion not only about the cases of
the companies presented in this paper, but those cases which were found yet not included in paper as they
refer to different type of FMCG companies and comparing those companies would have been irrelevant
due to major differences in their operations.
The research is conducted on the basis of around a sixty sources, which include scientific articles, books,
industry reports and conference papers. The sources were found in such databases as EBSCO, Emerald,
JSTOR, Elsevier, Taylor & Francis, Wiley Interscience, Bloomberg, Marketline and Euromonitor.

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COMPANY PROFILE
A data-enabled and technology-driven Educational Products and Services Company, EntranceZone.com
seamlessly integrates millions of student and institutional data points with the user generated preferences of
its more than 15 million+ monthly visitors, to build sophisticated Prediction and Recommendation products
for the students to explore and achieve career plans, based on their interests and abilities.
FMCG is a hub of activities on everything to do with education. Our Products, Content, QnA and, Experts
help students, parents, policy makers, educationists and academics in taking informed decisions. We are
driven by data, tools & products. We predict and recommend. We enable the best decision for every student,
every time.
About the company FMCG is serving from past 7 years, Helps students in identify, exploring careers,
shaping academic plans and matching their educational opportunities, Through our outcomes, We enable
thousands of Students to improve post 12th career planning, Successful students story and advising for
millions of students around the Globe.

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THEORETICAL FRAMEWORK
Terminology
To begin with, it is vital to understand what is the digital marketing and what is its difference from the
classic marketing and also what features does digital marketing offer. The simplest definition of digital
marketing is given by Financial times in 2015 - digital marketing is the marketing of products or services
using digital channels to reach consumers. However, if we are to search for deeper and more specific
definition, we might just use the one, which is given in Technopedia. Digital marketing is a term, which
refers to various promotional techniques in order to reach customers via digital technologies.
(Technopedia, 2015). It is also important to mention that Digital marketing is often called Internet
marketing which is not completely true. Digital marketing is more targeted, measurable and interactive
rather than Internet Marketing. Moreover, digital does not necessarily mean internet, as there are various
tools, one of which is using SMS or MMS on mobile phones/smartphones.
Cait Lamberton and Andrew T. Stephen offered another terminology. Despite just calling current
phenomenon “Digital Marketing”, they suggest that it shall be called DSMM marketing (Digital, Social
Media and Mobile). The reason behind this lies in their analyes
Overall, what we can see is that there are different approaches to the terminology and how to exactly
name it, but what remains is the meaning of what people put into the terminology – digital marketing is
a marketing which uses modern marketing channels, which are: Internet, Social Networks, Mobile phones
Digital marketing background.
Another thing which is crucial to figure out is the whole reason behind the digital marketing. It lies in
changes of consumer behavior due to technological progress. It is very well descrived in a book:
“Understanding Digital Marketing. Marketing Strategies for engaging the digital generation” by Damian
Ryan and Calvin Jones. Analyst in Jupiter Research identified seven most important ways in which
consumer behavior is influenced due to technological progress (Ryan & Jones, 2010):

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Interconnectivity. Network digital technology made it possible for consumers to communicative in more
effective way and with low time costs. It can be done via e-mail, IM (instant messaging), mobile
messaging or using social networks, such as Facebook, Twitter, LinkedIn, Instagram. Although, it is most
probable, that consumers would use a mix of these platforms. Due to these technologies, people can find
others, who are thinking like themselves and they do not care about distances and time zones as these
issues are fully neglected by usage of internet and creating online communities
Technology is leveling the information playing field. Because of the technological progress, new content
can be generated very quickly and easily. It can also be accessed and consumed in same way as it is being
generated. In a result, we have an unprecedented amount of information, opinions and news, which is
very accessible. Now, any consumer can conduct an unbiased research in order to choose which product
for him to buy. This shifts the balance of information to the consumers
Increasing of Relevance filtering. The drawback of the amount of information today is that it is very
difficult to find exactly what you need, which made the process of filtering vital for the consumers. They
like to have information categorized and organized. They also start to use additional software which
blocks any irrelevant and unsolicited content and advertisements much more often.
Online consumers are very involved with the creation of products and services that they buy later, which
shifts the balance from producer to consumer. The level of interaction between the two is unprecedentedly
high. People can now individualize and customize goods according to their needs and their preferences.
Because of that, mass production and mass marketing is going to become obsolete in a nearest future.
On demand. Any time, any where, any how. Digital technology is vital and irreplaceable nowadays, which
lead to acceleration of business processes. It also means that consumers can satisfy their needs faster and
easier than ever before. Such things as geography, location and time zones are becoming irrelevant. If one
wants something, he will get it as soon as possible.
These changes are very convenient from the consumer point of view as they got more power in the market,
while for the companies and marketers in particular this proved to become a huge challenge. Which is
why digital marketing was developed as a concept.

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DIGITAL MARKETING STRATEGY
Before moving on to the digital marketing, it is important to grasp what is a marketing strategy and what
is a digital marketing strategy.
In this paper, marketing strategy shall be defined as a complex of actions, tools and features that ensures
achieving company’s marketing goals and objectives. (Kingsnorth, 2016)
In order to understand this term better, it is important to figure out which goals and objectives company
want to achieve. Generally, there are four main goals that companies are trying to achieve:
1. Increase of sales. For any profit oriented company the most important metric is the
amount of sales and revenue gained by it. Marketing should have a good return on investment
which means that the amount of sales should exceed the costs of marketing by a lot. It is quite
important to set a specific goal, meaning that rather then stating that company needs to raise their
sales by a specific percent, it should aim at increasing sales at a specific target audience and/or
geographical market
2. Improve product awareness. Another very important goal which is set in marketing is to increase
the interest in companies products weather it was at market for a long time or the product is about
to launch
3. Establishing in the industry. This means companies aim to find itself a place in the industry which
will satisfy the managers of the company. The possible objective is “to become one of the top-5
companies in FMCG market in the US”
4. Brand awareness. This goal is about the perception of companies image among its key target
audience and to increase popularity of the brand in general Overall, marketing strategy is aligned
to these key goals and every company specify their goals differently, however strategies among
the companies are the same, as all of them want to achieve 4 goals mentioned above.
For a last decade, the new phenomenon of digital marketing arose and the big issue was to understand the
place of digital marketing in company strategy. Surprisingly, in 2017 only 50% of the companies can say
that they have a digital marketing strategy (integrated or separated from marketing strategy) (Smart
Insights, 2018). This means that a lot of companies are blindly using digital technologies, which are not
aligned to the goals of the company, that create a huge gap for improvement.
Digital marketing strategy is not a separate from marketing strategy as they both strive for the same goals
though utilizing different tools and features. Thus, in this research, digital marketing strategy is assumed

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to achieve the main marketing goals. What is vital to point out is that strategies do not differ that much
among the companies. However, the ways in which digital marketing accomplish and fulfil their strategies
differ in a significant way. That is why, this research is more focused on digital marketing tools and
features rather than on strategies themselves.
Publications trends in digital marketing.
In order to better understand in which way the phenomenon of digital marketing is going, it is important
to investigate deeper in the research already conducted by professionals in business sphere. One of the
best ways to see it is to use Scopus. Interestingly enough, there are over 6300 publications on the topic
and what is the most interesting here is the curve of the amount of publications on the topic:
Amount of documents published with key words “digital marketing”
According to the graph above, we can make a vital observation: Interest in digital marketing is growing
with each year and professionals write a large amount of articles on the topic. However, in comparison,
it is vital to see, how many articles are published not just about digital marketing, rather on digital
marketing strategies.
It is obvious that there is a certain trend in creating more materials about strategy in digital marketing,
however, in 2012-2017 period, there are only 25% of all digital marketing publications that speak about
strategy and strategic approach, which is certainly not that large. This means that while overall digital
marketing is very popular theme to discuss about, the strategic approach in digital marketing is much less
popular.

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Another thing, which was very important to find out are the trends in digital marketing topic and to see
the path it went down in recent years. Due to the analysis of the keywords, it was seen, that in 2015, the
most amount of publications was about social networking and about electronic commerce. In 2016, it was
about social networking and e-commerce with a rise of interest in big data sphere. In 2017,
it was a well proportion between social platforms and big data. It is quite difficult to evaluate the most
troublesome topic of 2018 as it has only just begun, though as of little amount of publications written this
year, the topic of social networking and social media is still one of the most prioritized. According to that,
we can make a conclusion, that despite last 3 years, topic of social media was quite highly discussed, it is
still one of the biggest theme, which is still relevant and which is still being looked into.
What was also curious, is what professional business consultants think about the digital marketing right
now and where it will go in a nearest future. The most competent consultants in these days are working
in so-called “Big 3”, which is Boston Consulting Group (BCG), McKinsey&Company and
Bain&Company. Here is what the consultants came up with. They are saying that Digital marketing
revolution has only just begun, despite the fact that this phenomenon is known for nearly a decade. In the
USA, it actually goes on par with TV advertisement and is on its way to surpass television commercials.
What consultants say is that marketeers need to evolve as what worked 10 years ago is not going to work
right now and that there are three main forces that push digital marketing forward:
1. Access to large quantities of real-time data to inform their campaigns
2. Ability to engage in long-term, omnichannel relationships with consumers (as opposed to one-way,
scattershot interactions)

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3. Flexibility to deploy multiple concepts and gather real-time feedback from customers
 Also, consultants say about the reasoning for why should companies change and evolve rather
drastically:
1. Consumer behaviour is changing very quickly. Printed newspapers and magazines became
obsolete among younger generation, as it uses more social media then anything else. Even the
broadcast television is losing ground right now. However, this does not mean that people are
consuming less media. It is quite the contrary, though while average time of traditional media
consumption is going down, digital media consumtion is increasing much faster. It is important
to mention that people are very tech savvy nowadays (about 25% have some sort of AdBlocker
installed on their smartphones and their computers, according to eMarketer). People are relying
more on the opinion of people they trust, as personal recommendations are 5 times more effective
and trustfull than brand marketing, according to Word of Mouth Association.
2. Advertisers are following consumers online. Although total ad spending is still growing slightly
ahead of GDP, much of this growth is in digital advertising. Globally, since 2011, spending on
mobile online video has doubled year on year and spending on social media advertising has grown
40% to 60% per year, according to Magna. We are rapidly reaching the point when companies
will spend more on social, search, online video, and display advertising than they will on
traditional platforms. But it’s not just the advertising venues that have changed. Innovators have
brought new advertising technologies into the marketplace, allowing for much more personalized
and targeted advertising. New ad properties that allow for video insertion are rapidly replacing
flat display ads. Specific ads can now be targeted at a particular audience or type of consumer.
Data and analytics encourage test-and-learn experimentation and ad purchasing through
automated platforms and auctions. All told, personalized advertising could constitute 80% of
digital marketing budgets within three to five years (and will increasingly penetrate traditional
media as well).
Key digital marketing features.
According to trend analysis, there are only a few digital marketing features that needs to be analyzed:
Search Engine Marketing, Social Media Marketing and Content Marketing. Thus, they are going to be
analyzed deeper as it is crucial to see, how these features were developed in the first place, what they
actually represent and reasons why these features are the most important.

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LITERATURE REVIEWS
1. Mr Honey kumar (Asst. Professor at IME) had researched on “Digital Marketing and its
effectiveness in Competitive age”
He researched to find out Elements of digital marketing and also to understand various
advantage of digital marketing to the customers. Through descriptive secondary data and had
found Online advertising, Email Marketing, Social media, Text Messaging, Search Engine
Optimization (SEO), Pay Per Click (PPC) as effective Elements of digital marketing and also
found Advantages to the customer, Stay updated with products, greater engagement, clear
information about products or services, share content of products or services.
2. Nozha ERRAGCHA & Rabiaa ROMDHANE In British Journal of Marketing Studies research
paper on “SOCIAL NETWORKS AS MARKETING TOOLS” Vol.2, No.1, pp.79- 88, March
2014.
They found some classification of social media as part of digital marketing through their
research is as below.
a) Online publication of opinions or information
b) Content sharing sites
c) Tools or sites allowing real time discussions, video-supported or not
d) Tools for micro-blogging or publishing
e) Tools for social networking Personal ‘Live cast’ platform
f) Virtual networking platforms
g) Networked games sites
3. Afrina Yasmin, Sadia Tasneem, Kaniz Fatema Department of Business Administration,
Northern University Bangladesh in International Journal of Management Science and Business
Administration Volume 1, Issue 5, April 2015, Pages 69-80, “Effectiveness of Digital
Marketing in the Challenging Age: An Empirical Study”
They had shown the correlation between the various elements of digital marketing and
increased sales, they had collected data from one hundred fifty firms who were taking the
various techniques or elements of digital marketing. They concluded that every element of
digital marketing is positively related to sales increase. They also found many advantages to
the customer. For example, stay updated with products or services is explained by 71.80% of

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digital marketing and the remaining 28.20% is explained by another factor. Greater
engagement is explained by 51.60% of digital marketing and the remaining 48.40% is
explained by another factor. Clear Information about the products or services is explained
by 62.90% of digital marketing and the remaining 37.10% is explained by another factor.
4. Vinh N. Lu and Craig C. Julian University of Adelaide in Asia Pacific Journal of Marketing
and Logistics vol. 19, no. 2, pp. 127-144. published on “The internet and export marketing
performance: the empirical link in export market ventures” in 2007. They had gathered Data
via a self-administered mail survey of Australian exporters. Their findings indicate that
when the Internet was used to achieve a competitive advantage for the firm and reduce the
costs associated in doing international business these uses of the Internet were significant in
discriminating between high and low export marketing performance.
5. Social Beat releases the Digital Marketing Industry Report 2016 19 Jul, 2016 by Vikas
Chawla Survey received 376 responses across Chennai, Bangalore, Hyderabad.
Their research resulted with
a) Brand Awareness & Lead Generation are the primary goals for most brands
b) Measuring ROI from digital marketing is the biggest challenged faced
c) 87% brands leverage digital & 38% of them allocate 1/3rd budget to digital marketing
Facebook & Google are still the most popular digital marketing channels

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RESEARCH METHODOLOGY
FMCG MARKET. basically means business and in business collection of raw data allows the
managers to see the real scenario and then take a decision as per the data obtained. There are several
implications in this statement:
 They can examine the available information in the form of data to make a decision
 They can even get a clear picture of the scenario or potential of ENTRANCEZONE.COM
digital impact as compared to others.
 The information can only be gathered by data collection and then analyzing the available
data.
Therefore, it can be said that the data collection is an important part of the project.
The projected objectives were considered and as per the requirement a market survey was done.
Procedure:
The procedure that followed can be enlisted as below:
Reading about the product
Deciding on the objective to proceed.
Developing Survey instruments
Conducting personal interviews of different age-groups, sex, monthly income and
occupation through a Questionnaire.
Data Raw
numbers Information

19. Processadopted:
1. Gaining knowledge aboutthe product atENTRANCEZONE.COM:
Reading about the products was the first step undertaken. This gave not only in depth knowledge about
what is been offered by other players but also proved useful while developing the questionnaire.
1. Steps in the Development of the SurveyInstruments
The main instruments required for survey was a well-developed questionnaire. The
questionnaire development took place in a series of steps as described below:
The information required by each
objective is being
determined.
Specific Questions/Scale Measurement
format is developed.
Research objectives are
being
The Appropriate data collection methods have
been determined

20. R
e
o
bje r
b
e
transformed into
information objectives.
The number of information needed is
being determined.
The questionnaire and layout is being
evaluated.
The Questionnaire format is being
finalized.
Revise the questionnaire layout if
needed.

21. Customer Survey:
The people play an important part as a clear perception of people about the product can be estimated and
known. Studying the need levels of the people regarding the products can be observed. It was very useful
in knowing about the requirements of the people.
ResearchDesign:
A two stage Research was conducted:
1. Secondary Research:
Data was collected from websites and catalogues to understand the product of the different
players
2. Primary Research:
A Primary Research was conducted:
The questionnaire was prepared for the companies and following areas covered:
 Consumer profile
 Satisfaction level
 Reasons for their website visit.
 Desirable features of the product andservice.
Sampling Plan: Elements: The target population of the study included the general
population of every age who visit to the ENTRANCEZONE.COM
Sample size: 40 People

22. Data Collection
The final draft of the questionnaire (see Appendix) was prepared on the basis of the observations from
the pilot study. These were then finally filled by 50 regular website visitors, for the conclusive study.
Finally the data collected was fed into the data analysis software- SPSS, to be analyzed using statistical
techniques.
Types of Primary Data collected:
 SocioeconomicCharacteristics:
Socioeconomic characteristics are sometimes called “states of being” in that they represent the type of
people. The factors on which we are working are occupation. Monthly transaction is also an important
parameter but it is difficult to verify. Although the amount of money that business unit earns in a month is
an absolute, not a relative quantity but it is a sensitive topic in our society and it is difficult to determine.
 Attitudes/Opinions:
Through the questionnaire we have tried to get hold of customers preference, inclination and requirement.
Attitude is an important notion in the marketing literature, since it is generally thought that the attitudes are
related to the behavior of customer.
 Motivation:
Through the questionnaire we have tried to find the hidden need or want of customer and have tried to find
if these people can be tapped as the potential customer for ENTRANCEZONE.COM.
 Behavior:
Behavior concerns what subjects have done or are doing. Through the questionnaire we have
tried to find out the behavior of the individuals regarding the product and their responses. If the
responses are favorable then the person can be said to be our potential customer. The primary
data serves as an important tool to measure the behavioral trend of the customer. It helps in
answering some of the vital Questions.

23.  Obtaining the Primary Data:
The data collection was primarily done through communication. Communication involves
questioning respondents to secure the desired information, using a data collection instrument
called questionnaire. The questions were in writing and so were theresponses.
 Versatility:
It is the ability of a technique to collect the information on the many types of primary data of
interest to marketers. It has also been found that some of the people do not answer truthfully
to all the questions especially in the case of the personal details
SEARCHENGINE OPTIMISATION
According to the definition of Parikh & Deshmukh (2013) search engine optimization (a.k.a. SEO) is
the combination of strategies and techniques to obtain a high-ranking placement in the search results
page of a search which will increase the amount of visitors to a website. These techniques manipulate
the site’s content and technicality to attract more incoming links from other sites which results in
improved ranking (Shih, Chen & Chen, 2013). Adjusting your website to fit search engines
requirements is an organic way to promote your website and its content. To put the need into
perspective: 90% of users use search engines to find information; 84% of these never visit the second
page of the search results (Strauss, 2012, p.35). To sum SEO is a way to improve the visibility and
exposure of the goods or the site, and thus increase sales (Lee, Chiu, Liu, & Chen, 2010).Companies
should ensure that their website link appears in the highest ranked organic results through search engine
optimization or SEO. The importance is proven by the study of Malaga (2009) which shows that users
are inclined to trust the organic results more than paid results and are more likely to purchase products
from a company that scores high on organic search. The ranking of the results in search engines depends
on the search engine algorithm. The crawler of search engines scans all websites with an external link
on their content and uses a specific algorithm in order to determine the relevance of a website (Parikh
& Desmukh, 2013). Keywords in a search query are then linked with relevant websites based on the
algorithm.

24. Companies should try to adjust their websites, functionality, user friendly and relevant, in order to meet
the requirements of the algorithm as much as possible. Companies can improve their search results by
site performance, page-optimization, link building and click popularity. Companies should improve the
quality of the content on the pages and increase the frequency of updating (Parikh & Desmukh, 2013).
The landing page is like the entrance to a shop for the user and it should meet the requirements of the
search query. Is their question being answered? Is the content understandable? In order to do this,
websites should choose the right keywords to put in the backend of the website. Additionally, keywords
with local or geographical content are important as they lead consumers to a company nearby (Kumar
et al., 2012). Additionally, link building is key. The more links on external sources to the website, the
higher the popularity of the website. Finally, click popularity is important. The more clicks on the
search result, the higher the search result is ranked. An interesting unique selling point in the search
result can enhance the number of clicks. An important disclaimer is that SEO is an ongoing process
which needs to be re- analyzed, refined, maintained and improved throughout time (Parikh & Desmukh,
2013).
Searchengine advertising (SEA)
The second way companies can work on search engine marketing is through search engine advertising
– or SEA – or the phenomenon of sponsored-search advertising, where advertisers pay a fee to internet
search engines to be displayed alongside organic web search results (Ghose & Yang, 2009). Search
engines like Google, Bing, Yahoo and Baidu offer these services. Unsurprisingly, Google is the biggest
player with a market share of 53, 74% (Lee, Chiu, Liu, & Chen, 2010).
As mentioned before, companies can pay for a click on a sponsored search result which contains a link
to the website. In search engines, the top results (max. 3) and ads on the left side can be sponsored.
Paid search results appear when a search engine user types in certain keywords; for Google this service
is called Google AdWords. Companies pay by a CPC (cost-per-click), CPM (cost-per-mention) or CPA
(cost-per- acquisition) model. They set a budget for the campaign and the search engine figures out
how often to show the advert in accordance to the budget. Advertisers with limited budget have
difficulties to keep the topranking. Sometimes the bid prices on popular search terms are too high.

25. These companies should make strategic choices on what keywords to invest (Shih, Chen & Chen,
2013).
Typically, the reason companies opt for SEA can be threefold, depending on the specific goal: a higher
impression share, a higher CTR to the website or improvement of conversion rates on the website.
There are a lot of benefits for SEA: an immediate top ranking is secured; targeted, controllable budget
and measureable. It is important to stress that companies report a high ROI on SEA investments (Shih,
Chen & Chen, 2013).
Digital marketing in FMCG
Up to this point, everything was discussed in a context of digital marketing without adjusting it to a
specific industry. This study is related to digital marketing in FMCG market and thus it is important to
overlook the industry state at the current state and what is being written about the digital marketing in
FMCG.
First of all, it is important to understand what is FMCG. FMCG stands for FastMoving Consumer
Goods (sometimes it is called CPG – consumer packed goods) are the products that are sold quickly at
relatively low costs. The examples of such products are: beverages, packaged foods, toiletries and other.
The most known examples of FMCG companies are: Unilever, Procter&Gamble, PepsiCo, L’Oreal and
etc.
Considering marketing in FMCG, like in other industries, it is switching more towards digital as it
provides new benefits in a rapidly changing world.
Firstly, digital marketing helps to distinguish company’s brand. As the products in this market are quite
similar and the competition is intense, creation of a powerful brand is a key factor for earning consumers
trust and loyalty (Haddad, 2016).
Secondly, digital marketing enables the innovative way to display a brand. Consumers are easily
attracted by a good packaging (Lorange and Rembiszewski, 2014). So the more attractive a package is,
the better chances it has to be noticed. The same goes not only for products, but for the companies as
well and utilizing digital tools can help reach to a specific target audience, making the overall strategy
more effective. Moreover, digital marketing can help to place company’s products contextually (if a
brand is specialized in cosmetics, it can display ads close to beauty vlogs and/or videos, while
consumers are browsing the internet).
Thirdly, the great impact and the difference of digital marketing from traditional is the ability to track
its effectiveness in real-time (Thain and Bradley, 2014). FMCG companies’ expenses on TV

26. commercials, printed ads and radio were always high, however it is very difficult to measure the
effectiveness of the campaigns. Digital Marketing is more reliable in a matter of actual understanding
weather marketing is successful or not. Due to analytic tools (Google AdWords and others), companies
can recover information more reliably on such characteristics like number of impressions, click-
through-rates, conversion rates and others. It also helps to identify the path that consumer followed to
the final purchase. All of this makes marketing more cost-effective
Considering all of the above, it is quite obvious that digital marketing in FMCG is a vital feature which
can not be ignored by no company in contemporary market. However, it is also quite important to
understand what features of digital marketing are more reliable than others.
On the one hand, there is an opinion that the most optimal way to utilize digital marketing strategy is
to dive into content marketing (Hall, 2015). For a long time, the main focus of marketing was one-way
promotion. With the implementation of digital marketing, this trend changed towards creating user-
centered content where consumer, and not the product, play the most important part. By creating
informative content, companies can start a real conversation with the consumers and among the
consumers themselves to create a sustainable and loyal consumer base.
On the other hand, there is an opinion that the most important is the e-mail marketing, as it is one of
the cheapest marketing tooelps to personalize the relationship between company and the consumer.
Others say that search engine optimization is the most crucial point as the majority of time consumer
spend searching for various types of information on search engines (Google, Yahoo, Bing). As soon as
companies’ corporate website or some information regarding their particular product or brand is
coming on top of a search list, more people are going to companies’ websites and overall raise brand
awareness.

27. DATA ANALYSIS
The tools and methods of data collection identified earlier were employed to gather data on the
Digital marketing impact for ENTRANCEZONE.COM. The data accrued, especially from the
interviews and questionnaires circulated, are tabulated and depicted on graphs in the following
pages. The data thus gathered and tabulated is analyzed. The data is then scrutinized and
relevant interpretations are drawn.
The major objectives of analysis of data are:
1. To evaluate and enhance dataquality
2. Examine effects of other relevantfactors
3. Impact of Digital marketing ratio,
The data collection plan, including procedures, instruments, and forms, was designed and pre-
tested to maximize accuracy. All data collection activities were monitored to ensure adherence
to the data collection protocol and to prompt actions to minimize and resolve missing and
questionable data. Monitoring procedures were instituted at the outset and maintained
throughout the study, since the faster irregularities can be detected; the greater the likelihood
that they can be resolved in a satisfactory manner and the sooner preventive measures can
beinstituted.

28. QUESTION NO 1- AGE GROUP
Age Total
18-21 22
22-25 79
26-29 0
Total 100

29. Data:
The first criteria respondents were asked to indicate was the group they belonged to
age. Respondents were asked to choose
Among three age group categories, viz., below 18-21, 22-25, 26-29 above years. The age
groups were identified as the visitors to the company website.
Analysis
From the table, and pie chart depicted above, the distribution of the population under study is
evident. Of the respondents who answered the questionnaire, 22% indicated that their ages fell
in the category 18-21 years 79% indicates 22-25.
Interpretation:
By analyzing the responses to this question, I, as a researcher, as well as
Companies can identify the demographics of the population that visit website. The highest
number of respondents falls in the age group 22-25. It can be deduced that most of the
consumers who visit website regularly are the youth. They make up almost more than half of
the population who search for information.

30. QUESTION NO 2
From where did you come to know aboutENTRANCEZONE.COM?
Social Media Total
Facebook 58
Twitter 0
Instagram 15
LinkedIn 27
Total 100

31. Data:
The respondents were asked to indicate by which social media
channel they come to know about the company.
They were giving the four options viz., Facebook, twitter, LinkedIn,
Instagram.
Analysis
From the table, and pie chart depicted above, 58% come to know by
Facebook, 15 percent from Instagram, & 27 percent from LinkedIn
Interpretation:
By analyzing the responses to this question, I, as a researcher, as well as
Companies can identify Facebook and LinkedIn is the best digital platform for
the company to promote the business.
As the number of respondent tells that they come to know about the
company through Facebook.

32. QUESTIONNO 3-
Select your frequency to visit ENTRANCEZONE.COM (WEEKLY)
Frequency Total
NIL 53
1-5 48
More than 5 0
Total 100

33. Data:
The respondents were asked to indicate which by which social
media channel they come to know about the company.
They was giving the four options viz., Facebook, twitter, LinkedIn,
Instagram.
Analysis
From the table, and pie chart depicted above, 58% come to know by
Facebook, 15 percent from Instagram, & 27 percent from LinkedIn
Interpretation:
By analyzing the responses to this question, I, as a researcher, as well as
Companies can identify Facebook and LinkedIn is the best digital platform for
the company to promote the business.
As the number of respondent tells that they come to know about the
company through Facebook.

34. QUESTION NO 4-
Do you receive regular Facebookupdates fromENTRANCEZONE.COM?
Options Total
YES 48
NO 53
Total 100

35. Data:
The respondents were asked whether they receive regular Facebook
updates from company or not.
They were giving the options Yes or No
Analysis
From the table, and pie chart depicted above, 48% say that they receive
regular updates from Facebook& 53% say that they didn’t receive.
Interpretation:
By analyzing the responses to this question, I, as a researcher, as well as
Companies can identify that it need to work on the Facebook strategy to reach
as many as people.
The number of respondent are less who receive the regular updates
from Facebook

36. QUESTION NO 5-
Do you engage with the FacebookpostofENTRANCEZONE.COM?
Options Total
YES 48
NO 53
Total 100

37. Data:
The respondents were asked whether they find the content or the
information useful & engaging that creates the user engagements and
whether they engage with the Facebookpostofthe company.
They were giving the options Yes or No
Analysis
From the table, and pie chart depicted above, 48% say that they find the
Facebookpostengaging and they are able to extract the right information from it,
on the other hand 53% says that they didn’t the Facebookpostengaging.
Interpretation:
By analyzing the responses to this question, I, as a researcher, as well as
Companies can identify that it need to work on the Facebook post creation and
look out to more creative way that increase the user engagement and people find
the post interesting that they can click on the link and it will also increase the
CTR(click through rate).
There are high % of people who say that they didn’t engage with the post.

38. QUESTION NO6-
In what form do you engage with Facebook postofENTRANCEZONE.COM
Form Total
Like 85
Share 15
Comment 0
Total 100

39. Data:
The respondents were asked in what form they engage with the
Facebook post by the company. The idea behind asking this question is to
know the kind of involvement by users and how to increase that.
They were giving the options to chooseuponviz, Like, Share, Comment.
Analysis
From the table, and pie chart depicted above, 84% respondent choose the
Like option which shows the higher percentage of people who like the post &
16% says that they share the postlink and pass on the information to others if it
is worth sharing & there is no engagement of users by share option.
Interpretation:
By analyzing the responses to this question, I, as a researcher, as well as
Companies can identify that the higher % of respondent engage with the
Facebookpostis through hitting the Like button & after that users share the link.
It shows that the people like the Facebookpostand sometimes pass it on
to other, but company need to work upon it more in order to gain more user
attention as there was no respondent who choosethe comment option.

40. QUESTION NO 7-
What is your average per visit time on ENTRANCEZONE.COM website?
Time Total
Less than 15 minutes 85
15- 30 min 9
More than 30 min 6
Total 100

41. Data:
The respondents were asked what is the average per visit time on
website of ENTRANCEZONE.COM when they go to search or read any
article, using this the company & I wants to know the company articles
strength and digital marketing strength to check whether the marketed post
are relevant for users or not.
They were giving the options to choose upon viz, less than 15
minutes, 15- 30 minutes & more than 30 minutes.
Analysis
From the table, and pie chart depicted above, 85% respondent tells their
average per visit time is less than 15 minutes, 9% falls in the category of 15-
minutes & 6% under the more than 30 minutes category.
Interpretation:
By analyzing the responses to this question, I, as a researcher, as well
as Companies can identify that company is only able to manage its users 15
minutes by its post as there are high number of respondent who fall in this
category.
So company also works on the content creation that able to simultaneously
increase the consumer per visit time.

42. QUESTION NO 8-
Rate your experience with the website of ENTRANCEZONE.COM
Options Total
Below average 22
Average 74
Above average 4
Total 100

43. Data:
The respondents wereasked to rate their website experience ona scale
of below average, average & above average. This is to check the website
content is relevant to users that will decrease the bounce rate and increases
the chances of visit again by the users.
Analysis
From the table, and pie chart depicted above, 22% of respondent have
below average experience with the website, 74% of the respondent feels satisfy
with the website experience and rate average on the scale & 4% have above
average experience with the website.
Interpretation:
By analyzing the responses to this question, I, as a researcher, as well as
Companies can identify that, the users have average experience with the
ENTRANCEZONE.COM website and the website creation which falls in digital
marketing doing their task normally but it need to work more because for more
traffic and higher consumer satisfaction it needs to be the above average level.

44. conclusions
 To increase the users reach the company needs to come out with the
more innovative way to reach out to more consumers.
 As the high percentage of users satisfy with the Facebook in all
manners so company needs to push the Facebook strategy and used it
more to take advantage from this.
 Company needs to focus less on twitter, LinkedIn as there is no
scope of potential consumers.
 Company needs to focus more on content creation in order to make the
audience stick to the website and it will also decrease the bounce rate.
 They can work more on SEO rather they are able to utilize it on successful
manners

45. Reference
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