INDEX

S.NO TOPIC PAGE NO.

1. Abstract 3.

2. Methodology 4

1.1 Objectives
1.2 Primary data
1.3 Secondary Data
1.4 Limitations

3. Literature Review 5-14

4. Plan of Action 14

5. Brand Story 15
6. Introduction to company 15-19
5.1Brand Logo
5.2 Vision
5.3 Mission
5.4 STP
5.5 4P’s
5.6 SWOT

7. Website Design 19-36

8. Selection Of social media Tools 36-39

9. Deciding when to launch 39-40

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 10. Strategies and analytics tools 40-56

11. KPI achieved 57

12. Suggestions 57-58

13. Conclusion 59

14. Bibliography 60-61

15. Annexure 62-64

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Abstract

The brief that we had chosen was “Website design and promotional launch plan for a fashion brand
using social mediating tools” and submit a document including the effectiveness of your social
media campaigns by providing the web analytics of the social media campaigns. The report
consists of our journey of planning to build a website. Instagram and the promotions that were
made for the awareness of the event through various channels like Instagram reels, posts,
Instagram Advertisements, Instagram stories, WhatsApp messages, and Emails. The engagement
was constantly Instagram an Instagram account, WhatsApp Business Account, and Instagram poll.
Documentation of the insights from the professional dashboard of Instagram for accounts reached,
comments, and followers, views, likes which is crucial to know the performance of the page.
Collaboration with Instagram influencers to post creatives as reels and photograph details created.
Right from step 1 of brainstorming about creating promoting and promotion of it, till the end, it
was a great experience for each one of us and major learning in this semester on how to effectively
handle social media marketing campaigns to drive conversions for a small-scale business.

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 1. METHODOLOGY

OBJECTIVES

• To develop a website.
• To promote the website via Social Media Marketing Campaigns
• To gain reach and maximize audience engagement through all the channels of marketing.
• To study the scope of social networking sites to be used as social media tools.

PRIMARY DATA

1. Primary data is entirely based on the Instagram page, content marketing through blogs, posts,
and reels, engagement via stories, polls, WhatsApp messages, email marketing, promotions and
reach of the content, live event analysis, and customer feedback form.

2. We also carried out a survey where we asked our target customers regarding the online website
from where they purchase and what all factors do you consider when they buy the product with
this survey we have developed the website to remove the gap.

SECONDARY DATA

Secondary data involves the literature review of social media campaigns, WhatsApp tools,
WhatsApp business tools, creating a website and blog, effective ways of promotion, and Email
marketing.

LIMITATIONS

• Reaching a better scale of the audience was hindered by time constraints.

• Data is fragmented by the platform.
• Due to the paid feature, limited social media marketing tools were used.
• unavailability of the influencer due to time constraints.

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 2. LITERATURE REVIEW

The meteoric growth of community websites, such as Twitter, Facebook, and Linkedin, has
ushered the world into a new era of social media. Social media is seen by Marketers today as a
great opportunity to boost market share figures. Marketers are only too happy to view the social
web as a new set of channels through which to market their goods or services.p. Big brands like
IBM, Dell, and Burger King have made use of social media to a greater extent. Companies have
quickly learned that social media works: 39 percent of companies surveyed by McKinsey
Quarterly use social-media services as their primary digital tool to reach customers, and that
proportion is probable to increase to 47 percent within the next four years. SMM is the way of
promoting a website, brand or business by interacting with or attracting the interest of current or
prospective customers through the channels of social media. (1, 2012)

In a more informed light, social media has proved itself to be a low-cost information exchange
platform available for one and all, be it consumers, businesses, organizations, governments, or any
other entity, to learn, educate, share, build, market, advertise, and improvise on the central idea
being circulated. SMM triggers viral communications amongst consumers across online
communities, brand and fan pages, and promotion-related content generated by
companies/organizations on popular networking sites such as Twitter, Facebook, and many others.
Taubenheim et al (2008) run a pilot project to redirect traffic to web pages dedicated to a health
awareness campaign on heart disease for women. They report that their SMM advertising turned
out to be the most cost-efficient and helped create a viral impact in promoting the heart truth
message to reach out to a wide base of women, ultimately showing a drop in the death rate of
women from heart diseases in 2008 (which is the year when SMM employed the heart truth team)
in comparison to 2002. (Yogesh K. Dwivedi, 2019)

Digital and social media marketing allows companies to achieve their marketing objectives at a
relatively locusts. Facebook pages have more than 50 million registered businesses and over 88 %
of businesses use Twitter for their marketing purposes. The study assessed the motivations of

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belief, community participation, and psychological factors, posting these as significant motivators
of preceptive social media marketing and relevance for consumers. A number of strategic
marketing aspects have been examined by a range of contributors where the key topics of customer
engagement behaviors, technological impacts on B2B marketing, the criticality of positive
customer journeys, AI-driven social media performance, and ethical dimensions relating to digital
and social media marketing are discussed. Significant challenges exist for organizations and
marketers alike as they develop their digital strategies and brand awareness within the modern era
of information overload and social media communication.
(Yogesh K.Dwived, 2021)82

The effectiveness of social media marketing may also depend on the specific role consumers assign
to companies and brands within the social media sphere. The rise of social media has changed the
balance of power with respect to both the control of a shared reality and the individual's ability to
express a brand narrative. First, social media marketing scope addresses the question of whether
companies use social media marketing predominantly for communication with one or a few
stakeholders or comprehensively (both externally and internally) as a genuine tool for
collaboration. Second, social media marketing culture distinguishes between conservatism, which
is represented by an encapsulated, traditional, mass advertising approach to social media
marketing, and modernism, which is characterized by a more permeable, open, and flexible social
media marketing culture. Third, the social media marketing structure addresses the
organizationtion and departmentalization of the social media marketing assignment in the firm.
Fourth, social media marketing governance refers to how the company establishes rules and
guidelines and how social media marketing responsibilities are controlled in the company. (Reto
Felix, 2021)

Among the main marketing implications of the proposed social media functions are that marketers
should facilitate tools for user self-promotion, they should monitor and influence online
conversations, they should develop content management systems and they should facilitate real-
time and intimate interactions with customers. First, based on the result that social media strategy
positively contributes to social media performance, we encourage firms to develop a formal

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strategy that defines their goals for social media and formulates a clear execution plan in terms of
the target audience, channel choices, policies, and structure. Second, although the result that active
presence makes no significant contribution to social media performance should encourage firms
to pay greater attention to the quality of their social media content, decisions regarding active
presence should best be considered on a platform-by-platform basis. For instance, on Twitter,
where daily updates from brands are commonplace, active presence can be valuable, while on
Facebook, a level of presence on par with Twitter is uncommon and might even be
counterproductive. Third, we encourage firms to cultivate initiatives that stimulate customer
engagement in social media. (Wien, 2018)
This means that branded content on Instagram resonates with consumers in a way that words
seldom can by appealing to an emotional level. Society is increasingly developing an image-based
understanding of the world. It is therefore unsurprising that 83% of all human learning is obtained
through visual processes12. Because 93% of Instagram users are second-screeners and quickly
absorb content, consumers can utilize any combination of TV, smartphone, computer, or tablet
when engaging with content. Lines are blurring, however, between a person’s primary and
secondary screens. With quality being top-notch, you will be in a position to attract customers and
retain them. This is after all your major goal. Many shops because the price is right but also they
shop because they can count on the high standards of the products. The increasing user base and
large active user base suggest that the popularity of Instagram is rising day by day. Not only is
Instagram well known amongst young people who are active on social media, but it is also very
popular in the business industry where people use Instagram as a new platform to market their
products and services. It’s true that Instagram provides these excellent marketing opportunities
and more. But the benefits don’t come without hard work. Increased traffic and revenue require
consistency and attention to detail, which can only be established through proper marketing
tactics.

Set your target audience once you have selected the type of ad. You can select the locations, age
and gender of the people you want your ad to reach. There are more detailed options to limit your
audience further but these are the basics that will help you reach the people you want. Using this
targeting option properly can make quite a big difference. Create amazing content for your
advertisement so that it captures the eye and interest of your targeted audience. It should be creative

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yet clear in its message. A great photo or video is crucial for a great campaign. Use your
advertisements to their maximum benefit. Calls to action are a great way to engage your viewers
in connecting with you after seeing the ad. You could tell them to tag people in the comments, tag
your account in the posts, use a specific hashtag, etc. Attract your audience with a great ad and see
how it boosts your business in more ways than one. An advertisement can be used to build on the
brand image along with generating more sales.
In terms of similarity, in the majority, the SMMAs conducted by Uniqlo Indonesia are
categorizedized as representation actions, both before the pandemic and during the pandemic. It is
apparent that Uniqlo Indonesia has been focusing on SMMAs that are related to giving information
about the brand and product, attracting, and persuading consumers to buy their products. It implies
that the marketing objectives are mainly related to promotional and sales activities. Uniqlo
Indonesia is yet to implement more engagement actions, which are aimed at involving consumers
actively to create content and participate in marketing activities together with the brand. If we look
at Uniqlo Indonesia’s brand community on Instagram, during the pandemic, Uniqlo Indonesia has
conducted its SMMAs more intensely during the pandemic with a slightly more variety of SMMAs
than before the pandemic. Before the pandemic, Uniqlo Indonesia did a lot of SMMAs on
provisioning campaign previews and, upcoming product sneaks. From a managerial perspective,
the study gives initial guidance on how a fast-fashion brand or retailer conducts and adjusts its
social media marketing strategies and implements them into various actions on social media when
there are changes in consumer behavior. This research also implies the need for fast-fashion
managers to conduct more marketing actions on social media that encourage consumers for co
creation and collaboration.
Online social network advertising is now a multi-billion dollar business. In this study, we shed
some light on the advertising ecosystem on one of the largest of such platforms (Facebook) by
collecting and analyzing data on the ads received by more than 600 real-world users. We looked
into Who are the advertisers? Are as well as How are they using the platform? Our analysis
revealed the frequency of potentially invasive and opaque targeting mechanisms (e.g., PII-based
and Lookalike audiences), as well as mechanisms that have proven problematic in the recent past
(e.g., free-text attributes). Moreover, we demonstrated the existence of advertisers who use a
plethora of attributes to target users; who change the content of their ads across time, users, and
targeting attributes; 14, and who persistently target users across time. While our findings do not

8
directly speak to malicious activity, privacy leaks, or discrimination, they raise questions that
subsequent research in auditing these platforms should focus on.
(Athanasios Andreou, 2019)
Balancing the benefits of social media use with users’ privacy concerns is challenging. One way
of striking this balance is to provide users in the online environment with more control. Based on
social influence theory and RFT, if a social network site such as Facebook or the brands on that
site provides users with control over the marketing messages they receive, users may have greater
trust in the network. A Facebook advertisement is a stimulus designed to encourage a consumer to
engage with a brand or product. The effectiveness of an advertisement is usually measured in terms
a conversation or click-through rates. A similar influence for Facebook advertising can therefore
be expected. The social-influence theory suggests that attitudes are embedded in social relations
and that promoters and preventers influence consumers’ perceptions. s. The two self-regulatory
motivational systems seem to predict users’ attitudes in different ways because the promotion-
focused relationships (ad value, trust, and general attitudes) were generally observed to be stronger
than the prevention-focused relationships (control and ad intrusiveness).
(Melanie Wiesea, 2020)

On social media platforms, suppliers and customers must now actively engage with one another
and interact in order to forge beneficial ties (Steward, Narus, and Roehm, 2018). Social networking
sites like Facebook, Twitter, and LinkedIn can be used to improve and maintain client
relationships. Aslan 5 and Croft (2012) discussed LinkedIn and B2B Purchasing. However, B2B
company marketers do not recognize the benefits that social media has produced (Cortez and
Johnston, 2017). For instance, the study concluded that social media marketing is irrelevant to at
least 59% of B2B marketers (Richter, 2015). When it comes to brand visibility, social media
networks are just as significant as blogs and forums, according to another researcher (Keinänen
and Kuivalainen, 2015. In addition, they discovered that 49% of respondents planned to have a
brand presence on social media platforms to facilitate customer contact. It's interesting to note that
B2B marketing companies have not fully embraced social media, which is why they do not respect
social media networks (Michaelidou, Siamagka and Christodoulides, 2011). Additionally, they
struggle to integrate new social media platforms into their marketing campaigns (Wang, Rod, and
Deng, 2017). However, 80% of leads for B2Bs come through LinkedIn, according to LinkedIn

9
Business (2017). According to Hubspot (2021), LinkedIn is more effective in generating leads than
Facebook and Twitter. LinkedIn was determined to be 277 percent more effective than any other
social media platform (Hubspot, 2021).
(Aslan, 2021)

LinkedIn is a free professional social networking site that enables users to sign up and build a
public profile. People can then manage their Connections, or list of recognized business contacts,
through the website. Because your network is made up of your connections, your connections'
connections (2nd-degree connections), and your 2nd-degree connections, LinkedIn offers a practical
solution for people to create a large list of contacts (called your 3rd-degree connections). People
can learn about and look for jobs, business possibilities, and other people through this network.
Additionally, LinkedIn is a useful tool for companies and job seekers to examine each other's
provided professional information. All connections made on LinkedIn are mutually confirmed,
and people can only be found in the LinkedIn network with their express consent. LinkedIn adheres
to strict privacy regulations. Other LinkedIn features include "LinkedIn Answers," which was
created in January 2007, and subscription accounts that provide more options for finding
individuals. LinkedIn is a rapidly expanding professional networking site that enables members to
build business contacts, look for jobs, and find potential clients. It has more than 45 million users
from 150 industries worldwide. People can make their own professional profile that other people
in their network can view, as well as view the profiles of their own connections.
(Dukarić, 2012)
Twitter is a social media site that helps to create an evolving social structure through computer-
mediated online conversation. 500 million tweets are posted each day on this social media site,
which has 1.3 billion accounts and 336 million active users. Tweets, or comments posted on
Twitter, are limited to 280 characters today, up from 140 characters before October 2018. Tweets
are publicly accessible unless they are kept private, and Twitter users can express their opinion
and engagement with a tweet by retweeting it, clicking the "like" button, adding a user name, or
replying to the tweet's author. In order to make data collection easier, Twitter has also made
Application Programming Interfaces (APIs) available. An individual user may request a developer
account. The user has access to four keys when the application has been approved: consumer key,
consumer secret, access token, and access secret. With the help of these keys, the user can access
Twitter data, including tweets and profile details. The most effective mechanism for gathering data

10
created by user interaction on Twitter is its own API. Twitter data, which represents several
demographic groups, is a rich and relevant data source for researchers and decision-makers.
(Karami, 2022)

Twitter has consistently shown its ability to spread information about a variety of activities and
global events (Bakshy, Hofman, Mason, & Watts, 2011; Jansen, Zhang, Sobel, & Chowdhury,
2009; Kwak, Lee, Park, & Moon, 2010). It has been adopted by a number of organizations, with
86% of Fortune 500 firms remaining active, and more than 70% of the brands from Interbrand's
ranking of the best global brands in 2013 gaining more than 100,000 followers (Hitz, 2015). Due
to its large monthly active user base of 313 million users (Twitter, 2016), as well as the general
interest in companies and organizations on Twitter, Twitter has become a popular medium (Smith,
2016).

Due to Twitter's popularity, businesses now have the chance to advertise their goods and services
to a huge number of Twitter users, perhaps bringing in new clients. Despite these clear advantages,
it is difficult to quantify the return on investment via Twitter, much like it is with PR initiatives.
Because Twitter is not utilized for direct response marketing, the most popular techniques to
increase Twitter's effectiveness
The focus of communications is on growing the number of followers and expanding the audience
of tweets by retweeting. Therefore, having a lot of followers on Twitter increases the likelihood
that more people will see and read what an organization has to say. The likelihood that a sender's
tweets will be sent or retweeted to followers' own networks can also increase with a large
following, which broadens the audience for tweets made by the organization.
However, the extent of customer engagement with brands on Twitter will rely on the requirements
and desires of the consumer at the time. A brand can maintain and/or increase engagement with its
followers by tweeting pertinent and engaging content. It can also potentially increase engagement
with customers who do not already follow the brand but come across its tweets through other
people retweeting them or by using a hashtag included in a message.

Based on the overall number of Monthly Active Users, WhatsApp has been identified as the most
widely used messaging platform globally (MAUs). The fact that WhatsApp is used by more than
two billion people has opened up a number of chances for marketers to interact and communicate
11
with their end users. The instant messaging service created WhatsApp Business to assist small,
medium, and large-scale businesses in connecting with their consumers and promoting their brands
after realizing its growing popularity and immense business potential.
A new channel for connecting with customers has been made available to businesses with the
launch of WhatsApp Business API. As part of their multi-channel communication strategy, brands
can use WhatsApp as an additional channel to personalize each client's experience and boost
consumer engagement. Businesses can have a bigger impact on customer satisfaction by using
instant messaging tools like WhatsApp. Brands may broaden their audience, increase message
deliverability, have safe consumer discussions, boost conversions, and also accomplish some of
their important business objectives. Without a question, the WhatsApp Business API can change
the game and provide them with a competitive advantage. The goal of most companies is to
improve brand interactions with consumers. WhatsApp fulfills that promise by giving businesses
a private, secure setting to communicate directly with their consumers. Additionally, WhatsApp
provides plenty of room for brands to promote themselves while interacting with customers.
WhatsApp assists in integrating a distinct brand identity into every chat by enabling businesses to
create business profiles. Particularly for major enterprises that cater to a wider audience,
WhatsApp Business has the potential to develop into a potent user engagement communication
channel. Approximately 84% of small and medium-sized businesses confirm that they actively
communicate with their end users through this messaging channel. WhatsApp Business is used by
more than three million businesses worldwide. Every day, e-commerce companies get a ton of
questions from customers about their goods and services. The customer support staff may find it
difficult to respond to these inquiries. To the customers who have chosen to receive WhatsApp
notifications, all the frequently requested user questions can now be addressed using the WhatsApp
Business API. The customer support personnel will be able to handle other crucial responsibilities
for the firm in this fashion
(sliva, 2019)

WhatsApp business allows you to communicate with your clients while utilizing all of WhatsApp's
well-liked features, including photos, links, PDFs, and GIFs. Engage with your customers globally
and meet them where they are.

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The WhatsApp Business App, which is utilized by more than 50 million users each month, and the
WhatsApp Business API are the two flavors of WhatsApp Business. The API solution is designed
for medium and big organizations, while the app is appropriate for small firms. Running interactive
marketing is simple for marketers because of WhatsApp's two-way communication platform.
Businesses must take advantage of this platform to learn about their consumers' needs, interact
with them, and provide them with special solutions.
Companies spend 10.5% of their revenues on marketing efforts, according to Gartner's CMO
study. However, only a small portion of these tactics are effective and boost client retention and
conversions. Any marketing strategy must first identify and comprehend the needs, tastes, and
expectations of its target audience. Surveys, emails, phone interviews, and other methods of
consumer research are used to gather in-depth information on the target market. WhatsApp is a
strong and affordable tool for conducting online, quantitative research. Through this platform,
marketers may speak with customers directly to learn about their preferences. Businesses can send
surveys, feed forms, polls, and other tools on WhatsApp thanks to the ability to share documents
and links in order to better understand the main drivers of demand for their goods and services.
For instance, if a customer's question is answered, the agent can immediately WhatsApp a form to
them. This quick feedback enables a company to assess each customer's interaction with them.
Similarly, to that, surveys can be sent right away once a customer receives a product or a service
is finished. WhatsApp acts as a complete customer service channel, both online and off. Customers
can contact businesses directly by sending a message to their WhatsApp Business phone number
with inquiries or requests for further details. One WhatsApp API account must house all client
interactions, and it must be connected to a messaging CRM. Agents may therefore manage every
query from the app and have complete control over consumer conversations. (Gajdhar, July 2020)

This study has presented an initial attempt to investigate the impact of launching a corporate
website on stock returns. In the context of market efficiency (in its semi-strong form) we have
used an event study analysis based on the standard residual analysis methodology. statistically
different from zero. The findings of this study imply that even at a relatively early point in the dot-
com phenomenon such as 1998, launching a corporate website did not generate abnormal returns
for stocks of domestic companies that were already publicly traded in the domestic capital market.
However, for foreign companies, especially those traded over the counter, launching a website can

13
be associated with abnormal stock returns. Launching a website can also contribute to the
organizational image of the firm. It sends a signal to the market that the company is in the forefront
in its pursuit of advanced information systems. These effects can increase

3. PLAN OF ACTION

Fig 1. Plan of action

The above pictorial representation shows our plan of Action ahead of the website launch which
includes Creating a it’snd, its Deciding the appropriate channels, choosing the right theme and
name for the event, creating an official email Id, initiating an Instagram page, promoting Instagram
page, Planning of content in Instagram and creating an Instagram calendar to plan the events of
action, Promotions through WhatsApp Business Account, Bookings posts in Instagram, Raising
polls and Q/A session foran engagement, contacting models and communicating with them,
Finalizing the date and time of the event followed by seeking permission for the Infrastructure,
creating invitation & Poster circulation and formulatg a customer feedback. We had regular team
meetings for updates on work to complete the proces

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 4. BRAND STORY

“We are a bunch of football enthusiasts who love playing & watching professional football. As we
can see the hype of football was created due to the 2022 World Cup, and the demand for football
jerseys & sportswear is on the rise. We, as Fashion Management Students, wanted to take
advantage of this rise in demand. And also observed that there is not a single official store in India
that provides official football merchandise of major National teams & Football Clubs. So we
planned to launch one yourself. Hence, we contacted major sports brands like Adidas, Nike, Puma,
etc to partner with them for a license of selling their football merchandise on our platform. These
brands are the sponsors of the football kits of various Football clubs & national teams. As soon as
we got that, we focused on implementing a robust supply chain so that we can reach every corner
of India for delivering the merchandise. We have 4 major hubs in Delhi, Kolkata, Mumbai,
Bangalore, etc & we have partnered with Ekart as our delivery partner.
Now our focus is to maximize our website’s & reach through aggressive social media campaigns.”

5. INTRODUCTION TO THE COMPANY

Jersey Culture is a Hyderabad-based firm started by 4 NIFT students. It is an online Sports

Merchandise store. Currently, as the football season is into focus, they have launched Football
merchandise over their Platform. They observed that there is no official store in India that provides
official merchandise of all the major National teams & Football clubs, hence the founders got in
to start one themselves. They mainly focus on the official jerseys & kits of National Teams &
major Football Clubs. For this, the company has partnered with major sports brands such as Nike,
Adidas, Puma, etc. as these are the brands that manufacture the majority of the jerseys of the teams.
The Company has procured an official license from these brands to sell their Football Merchandise
on their Platform. The company tries to give optimum service to the customers with their policies,
fast deliveries & presence all over India. The company is in a growing phase right now & aims to
become the market leader in this segment soon.

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5.1 Brand Logo
The logo depicts playfulness & enthusiasm

5.2 Vision
To become the market leader in the Official Sports Merchandise category.

5.3 Mission
To provide a hassle-free shopping experience to our customers with the best quality products &
service.

5.4 Values
Be Authentic
Be Active
Be bold
Be passionate.

5.5 STP
Segmentation
Geographic -
Region - Indian Market.

Demographic -
Age - 19 to 35 Years
Gender - Male
Income - Medium to high Income group
Occupation - Students, Sportsperson, Employees,

Behavioral
Lifestyle - Sports Enthusiasts, Athletics
Social Class - middle class &
Upper Middle class.

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Psychographic
Personality - Active, Smart,
Confidence.

Targeting
Jersey Culture targets Young sports & Football enthusiasts who like to associate themselves with
their favourite Football Teams but want the merchandise delivered directly to their home.

Positioning
Jersey Culture positions itself as an authentic online Football Merchandise store to young sports
& Football enthusiasts who likes to associate themselves with their favorite Football Team

5.6 Marketing mix 4 P’s

Product - Jersey culture is a partnered website for selling football merchandise of various
famous sports brands like Nike, puma, and Adidas that are completely authentic. These brands are
the sponsors of famous football clubs and national teams.

Place- Jersey culture has its warehouses in 4 hubs i.e Delhi, Mumbai, Kolkata, Bangalore, etc, and
has partnered with Ekart for delivery of the products in every corner of the country. Jersey culture
has its own website where you can find all the authentic football merchandise.

Price- its merchandise is priced between Rs.3999- Rs. 14999. It has a competitive pricing strategy

Promotion- Various social media platforms such as Facebook, LinkedIn, Instagram, WhatsApp
business, Twitter, etc have been used to promote the brand and engage the customers. Promotions
have been done by updating the accounts daily by posting pictures, news updates, reels, etc.

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5.7 SWOT ANALYSIS
Strengths
• 100% Original Merchandise through Licensing
• Robust Supply chain
• Can order from any social media platform
• Customer Service

Weakness
• Too much Dependence on a single sport
• No physical store available

Opportunity
• Other sports merchandise
• Global Market
• Extension in Gym & athletics Merchandise

Threats
• Government Policies
• Competitors

6. WEBSITE DESIGN

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Step1 Wix Editor: Sign up
If you’ve compared the top website builders out there and come to the conclusion that Wix is for
you, then a lot of your work is already done. All you need to do now is head to Wix, click on any
of the large blue ‘Get Started’ buttons, and create your account.
Wix will ask for your email before prompting you to create a password. After deciding whether
you want to use Wix ADI or Wix Editor, you’ll then be able to specify the type of website you
want to build (there’s an option for everyone, from personal blog to online store!), choose your
website name and select a template.

Fig 2.sign In

Step 2 Wix Editor: Choose a Template –

After registration you will get a tab to select your theme. So, choose the theme that will match
your business
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Fig.2 Choose a Template

Step 3 Wix Editor: Update Text and Images

Once you’ve previewed and chosen your template, it’s time to get to the fun stuff: editing!
You’ll automatically be redirected to the Wix drag-and-drop editor. If you’ve never heard of drag
and drop before, it’s the feature that makes Wix so easy to use. All you need to do is select the
component you want from the left-hand toolbar, drag it where you want it to go and drop it!
Many website builders can be quite restrictive with where they allow you to move elements, but
Wix isn’t like that. You can put anything anywhere, meaning you have a ton of creative freedom!
When you begin editing your site, the first thing you’ll want to do is update your company,
portfolio, or blog details. To do this, simply click on the text you want to change, then rewrite –
it’s that easy. You can also change the font size and color, and type face favorites like italics and
bold are there for some extra font-based fun

Most templates come with images, and these can be changed too. This is what makes Wix the best
– you get to personalize every part of your website; one clicks at a time.

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If you don’t like an image, or just want to swap it out for one of your own, click it and select
‘Change Image’. A popup will then appear, where you can upload your own images, edit them,
and add descriptions.
You can add as many of your own images as you like, or use some of Wix’s free photos instead.

Wix also comes with a ton of free images, so if you don’t have any of your own to hand, you can
browse the photo library and select those that fit your brand and website.

Fig.4 Update Text and Images

Once you’ve uploaded and added the image you want, you can drag the corners to resize it, or
click and drag to move it to a new location entirely.
If you’re looking for some more in-depth assistance, check out this video on building with Wix:

Step 4 Wix Editor: Personalize the Background

When small images aren’t enough, you can also change your template background. The left-hand
sidebar features an icon called ‘Site Design’. It looks like a capital ‘A’ with a color drop in front
of it.

21
When you click on this, a panel will open giving you the option of changing your colour scheme,
your page background, or your page transitions. To add background images, you’ll need to click
on the ‘Page Background’ box.

Fig 5. Personalise the Background

Step 5 Wix Editor: Add Pages

To add an image, you can choose one of Wix’s free photos, or click the ‘Image’ button at the top
of the tab. The same image upload pop-up will appear as before, so you can select the image you’d
like to add. You can also do the same with a video if you’d rather have something more dynamic
in the background!
Once you’ve created a stunning homepage, there are a few other pages you should add to ensure
your website has everything visitors are looking for – an “About” page and a “Contact Us” page,
for example.
To add a page to your site whilst in the Wix Editor, click the down arrow next to your current page
at the top of the editor, then click “Manage Pages.”
From the resulting menu, you’ll be able to add pages and customize them to serve different
purposes.
If you want to dig even deeper into the makeup of your pages, click the three dots next to your
page title. This will open a sub-menu where you can tweak your SEO settings and rename,
duplicate, copy, or even hide a page

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Fig 6.. Add Pages

Step 6 Wix Editor: Add Pages

Out of all the website builders that we’ve researched and tested, Wix has by far the best website
tools on offer. It really does have something for everyone, whether you’re opening an online store,
starting a personal blog, or launching a portfolio to showcase your artwork. With this in mind, we
awarded Wix a score of 4.9 out of 5 for website features, putting it firmly in first place for this
category.
Plenty of these tools and features come built into Wix’s editor, but one of the biggest reasons Wix
steals the crown here is its ever-expanding app library. To date, Wix’s App Market has over 300
amazing applications to boost your site.
They cover everything from restaurant orders to interactive quizzes. In short, this means that when
it comes to what exactly your Wix website can do, the possibilities are endless. The apps don’t just
look great, either – they also provide your website with the modern interface necessary to stay
competitive.
To add apps, head to the left-hand toolbar once again, and click on the icon that looks like a grid
– this will open the app market.

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Fig.7 Add Pages

There are a couple of ways to browse the app market. You can either use the search bar, or browse
Wix’s trending favorites and featured picks. Each app has a thumbnail preview, with a ‘Free’ or
‘Premium’ price option (or both). And best of all, unlike most markets, you won’t need to haggle
for prices.
It is worth noting, though, that some of Wix’s apps can get a bit pricey – particularly if you choose
some of the premium options. This means that your monthly costs can rack up pretty quickly if
you’re not careful!

Step 7 Wix Editor: Set Up a Blog

This isn’t a necessity, but lots of businesses like to add a professional-looking blog page to their
website to keep their audience in the loop with what’s going on. Luckily, Wix is one of the best
website builders for blogging!
To add a blog, click on the pen-shaped icon in the left-hand toolbar. A tab will appear, inviting
you to add a blog to your website. You’ll be given three different options: a personal blog, a blog
with a writing team, or a blog with a members’ area. Choose the one best suited to your brand.

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Fig 8. Set Up a Blog

Wix Editor isn’t the only place you can write blog posts, either. You can also create them in your
dashboard. Click on the ‘Blog’ header in the dashboard’s side toolbar, and then select ‘Create New
Post’ in the top right corner.
Wix’s blog app itself is easily manageable. Not only can you write awesome posts but you can add
some useful extras, too. In the editor, click the same pen-shaped button as before, then select ‘Add
Blog Elements’. From here, you can throw in some handy features, such as an Instagram feed,
events, or an RSS (Really Simple Syndication) button used for sharing content online

Step 8 Wix Editor: Add an Online Store

If you’d like your site to function as an online store, then you’ve made a good choice using Wix.
In fact, we’ve rated it as our overall top eCommerce website builder, as well as the best website
builder for small businesses.
Adding an online store to your site is simple. By clicking the “+” icon in the left-hand menu, you’ll
be presented with a list of add-ons for your site. From this list, click “Store,” and you’ll see the
option to “Add a Store.”
Once you’ve completed this step, the next time you navigate to the ‘Store’ option, you’ll be able
to add different e-commerce features such as different product galleries, add-to-cart buttons, and
a currency converter.

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Fig 9. Add an Online Store

You’re not just limited to the features in the store menu – Wix has a ton of eCommerce apps in its
app market. From drop shipping to payment gateways and tax support, there are plenty of tools to
increase the selling potential of your website.
Although you can set up an online store in the blink of an eye, you’ll need to choose one of Wix’s
three e-commerce plans before you can start selling. Unfortunately, you won’t be able to sell on
its free plan.

Step 9 Wix Editor: Optimise for Search Engine

Wix Editor makes it straightforward to work with your site’s SEO (Search Engine Optimization)
capabilities. On the left side of the site editor, you can click “Menus and Pages,” then click on the
ellipses next to any page to be presented with this list of options

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Fig109.Optimise for Search Engine
Step 10 Wix Editor: Mobile Optimization

Making sure the mobile version of your site looks great is vital to its success, since mobile is pretty
much taking over the world – these days, 40% of people search only on a smartphone.
Thankfully, with Wix Editor, mobile optimization is as easy as it is important. To start, hover your
mouse over the desktop screen at the top of the editor.

Fig 11 Mobile Optimization

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Then, click the mobile icon to see what your site will look like when viewed from a phone screen.
Odds are, Wix has taken care of mobile view for you, and your site already looks awesome in this
format. But you can still make as many changes as you want, and any edits you make in mobile
view will not affect the desktop version of your site.

Step 11 Wix Editor: Choose a Domain Name

Fig 12. Choose a Domain Name

Step 12 Wix Editor: Publish

By now, your Wix Editor site will be ready to go. Throughout the Wix editing process, you can
preview your masterpiece with the button in the top right corner. Once you’re satisfied, simply
click “Publish” next to “Preview,” and… it’s live!
You can always edit your Wix site after publishing, so don’t feel like this is a permanent
commitment to the changes you’ve made. Just open the dashboard, click “Manage Site,” then “Edit
Site,” and off you go. To re-publish, just click “Publish” again in the top right corner.
Just remember – you won’t be able to change your base template once you’ve published, so make
sure you’re happy with that choice before you commit!

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Fig 13..Publish

Step 13 Get to Know the Wix Dashboard

There are three main areas that it’s important to get your head around. The first is the toolbar on
the left-hand side. This is the analytical hub, where you can control potential site functions like an
online store (“Financial Tools”), marketing and publicity (“Marketing Tools”), and a blog (you
guessed it, “Blog”).

The second section 2 is the top banner, where you can see the heading “My Site.” This is your
gateway back to the site editor, where you can make more creative changes. By clicking on the
“Site Actions” menu, you’ll be given a list of options including the following:

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Fig 14 Get to Know the Wix Dashboard

Step 14 News writing

To increase the engagement on the website we are also writing current and trending news related
to football so that more people will visit our website and this will lead to a greater number of sales
as people will open and see our best seller products. if they like the product they will buy our
product.

Fig 15. News Writing

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Step 15 Creating different types of categories under shop in –
So, in total there are 4 categories that we have created as it will ease our customers to purchase
their product as per their need. So, while making the category we have considered the most famous
and top-level cups of the world like FIFA2022 and CHAMPIONS LEAGUE as it has been
observed that a large number of people watch these worlds and are emotionally connected. So, we
have made a category considering these things as people will get whatever they want easily without
any disturbance and apart from this we also have a category of Accessories related to football and
bags.

Fig 16. Category in website

Category 1- Jersey
Under the jersey, you will find all the jerseys that are famous or that are in trend. In this, you will
also find the jersey of the Top players, top clubs or top national teams where you know that people
will come to your website and search for it.

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 Fig 17. Jersey Category in the website

Category 2 – Fifa 2022

Fig 18. Fifa 2022 Category in the website

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Category 3 – UCL

Fig 19..UClCategory in website

Address –

Fig 20. Address Details

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About us –

Fig 21. About us

FAQ (frequently asked question)

Fig 22..FAQ (frequently asked question)

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Terms and conditions -

Fig 23. Terms and conditions

Cookies & Policy

Fig 24.Cookies & Policy

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Overall Website look

Fig 25. Overall Website look

7.SELECTION OF THE SOCIAL MEDIA CHANNELS

7.1 Facebook-

Like other types of social platforms, Facebook is an excellent marketing tool for reaching active
users and you can also create a business account and page that provides additional capabilities to
help take your business to the next level. This is one of the first areas that potential clients might
look for basic information about your business, including your hours, websites, reviews, and more.
Your business can easily reach more potential customers by using customers or by advertising on
Facebook as part of your interior design marketing strategy. Incorporating high-quality pictures,
hashtags, and other relevant social media content can increase engagement and reach. While
Facebook’s average user age is starting to skew older, it still has highly segmented audiences that
span a huge range of interests and stretches around the world.

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7.2 Instagram-

With over 1.2 billion users worldwide, Instagram is one of the most popular websites and offers a
fantastic opportunity to engage a younger audience because the majority of its users are between
the ages of 25 and 24. Users who are under 35 tend to be more male than those who are over 35.

As many users are in Brazil, India, etc., you can also reach a large global audience.
Photographs and videos are the best media kinds for an Instagram account, and users may make
stories with several videos or images. Instagram still allows users to share videos in various formats
even if IGTV is being formally discontinued.

7.3 Twitter-

Businesses use Twitter to produce content, distribute it to specific audiences, foster interest in their
brand among consumers, and ultimately increase sales. Twitter enables businesses to connect with
a large global pool of potential clients. In actuality, Twitter has more than 300 million active
monthly users.

It takes several steps to create a targeted and successful Twitter marketing plan. Making buyer
personas for the ideal clients is the first step. After that, it's a good idea to conduct Twitter research
to learn more about your target audience's behavior and interests on the social media site.

Brand awareness: Twitter assists in informing customers about your company's presence and its
services.
Customer interaction: Customers can contact you quickly and easily on Twitter. This fosters
relationship-building for your company.
Drives website traffic: Twitter is a terrific method for directing consumers to your company
website, which will increase website traffic.
Thought leadership: Twitter enables you to engage in dialogue with your audience and express
your points of view.
Customer research: Twitter offers a number of tools that can be used to examine the behavior
and responses of your target market.

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Sales for businesses: Twitter is a terrific platform for promoting your goods and can boost
revenue.

Create community: Twitter enables you to create a community of supporters and fans of
businesses.

7.4 LinkedIn-

Compared to other social networking platforms that are primarily focused on posting and sharing
content, LinkedIn is a little more distinctive. LinkedIn was created specifically for business
networking. Here are some strategies for using LinkedIn to expand your company:

• Make contact with potential referral partners, such as real estate agents and other interior
design companies, who may be eager to outsource work.
• Establish a company page and ask your contacts to follow it to receive news specifically
from your business.
• Create surveys to determine how the public feels about particular trends.
• Post designs and solicits comments.
• Track down leads and make direct contact with referral sources.
One of the highest values is that you can search for specific people, see who’s looked at
your profile, and filter your people’s search by specific titles and industries, especially with their
more advanced sales tools. The expectation that peoples bring to LinkedIn is that they will
network, be pitched, and get the opportunity to pitch. This is a normal part of interacting on the
platform, which makes it great for business development opportunities.

7.5 WhatsApp business- The most used messaging app worldwide is WhatsApp. Its audience will
have increased to 2 billion active users monthly by 2020. Businesses that wish to reach customers
in emerging markets must have access to this marketing channel. WhatsApp offers a wide range
of customization options for businesses. Sending bespoke welcome messages, exclusive offers,
birthday greetings, and other communications is possible. Over 70% of consumers claim that they
only interact with brands through individualized marketing communications, therefore this
strategy keeps customers more invested in a company. Similarly, WhatsApp Business API enables

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third-party applications to include WhatsApp as a communications endpoint in their business
operations. However, businesses are urged to hire a Business Solutions Provider in order to use
this API (BSP). With time, more BSPs are now providing APIs that are hosted in the cloud,
substantially reducing operating expenses for companies that use them.

Nike runs over 300 social media profiles You'll find them everywhere on Facebook, Instagram,
Twitter, YouTube, Pinterest, TikTok, and LinkedIn.

Adidas which is one of the most followed brands online has been using social media platforms
Instagram, Twitter, Facebook, and YouTube to promote its products.

8. DECIDING WHEN TO LAUNCH THE WEBSITE:

We decided we will be launching the website on social media platforms on the 11th of December,
2022 (Sunday)
how long our campaign will run on social media. This could be something along the lines of:
· Day 0-5: Pre-launch hype
· Day 7: Launch Day
· Day 8-13: Post-launch follow-up
· Day 14-30: Integrating new product into your regular content schedule, or planning
additional activations to keep up the momentum

Breaking it down per day, or pre-and post-launch, it helped us to brainstorm creative ways to
incorporate our website launch into the campaign.

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8.1 Setting our launch goals
KPI of social media

Instagram
• Reach • 3000
• Engagement • 1000
• Followers Count • 50
• Audience Growth rate • 0.5%

Twitter
• Engagement • 0.5%
• Impressions • 3000
• Followers Count • 20
• Audience Growth rate • 0.5%
• Profile visits • 800

9. STRATEGIES AND ANALYTICS TOOL

1. Setting a planner
In social media, scheduling tools make it easy to schedule and track every social message
created across all individual social media profiles and networks. Social scheduling tools
also make it easy to work with a larger social team. Share the same content to multiple
profiles and networks with a single click. Use your unique social media data to
automatically post content when your audience is most engaged. Queue and publish the
same post across multiple profiles in one step. Plan and organize all of your social content
with the help of a dynamic calendar.

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 Date Social Media Channel Activity Number of Post

5/12/22 Instagram, Twitter, Coming soon post 3

Facebook, LinkedIn

6/12/22 Instagram, Twitter, About the Company 3

Facebook, LinkedIn

7/12/22 Instagram, Facebook Introduction to team members 3

8/12/22 Instagram, Facebook Introduction to team members 3

9/12/22 Instagram, Twitter, Reminder for Website Launch 3

Facebook, LinkedIn

11/12/22 Instagram, Twitter, Website launch 3

Facebook, LinkedIn

Social Media Calendar

• Hootsuite can be used to create a planner, where you can login to all your social media
accounts, upload photos, captions, tags, and schedule the post. Publish and schedule. Plan
your posts with ease. Engage customers. Manage incoming messages from multiple social
channels. Monitor activity. Stay informed about market trends and competitors.

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 Fig 26. Hootsuite Planner

2. Influencer Marketing
The global influencer marketing platform market size is projected to reach USD 24.1
billion by 2025, at a CAGR of 32.0% during the forecast period.

Fig 27. Influencer marketing hub

Influencers make the advertising activities more engaging and genuine for a target audience,
Influencer marketing enables marketers to reach critical Millennials and Gen Z audiences, 85% of
whom are highly open to information about specific products via social platforms. people believe
their opinions and recommendations. offers brands a viable, unobtrusive way to communicate with
customers. Collaborating with the nano influencers can help the brand

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Google Analytics is one of the best ways to track social media campaigns and even help you
Measure social ROI. Google Analytics can then generate customizable reports to track and
visualize data such as the number of users, bounce rates, average session durations, sessions by
channel, page views, goal completions, and more.
Within the Google Analytics dashboard, users can save profiles for multiple websites and either
see details for default categories or select custom metrics to display for each site. Available
categories for tracking include a content overview, keywords, referring sites, visitors overview,
map overlay, and traffic sources overview. The dashboard can be viewed on the Google Analytics
site and is available through a widget or a plugin for embedding into other sites. Customized
Google Analytics dashboards are also available from independent vendors.
Important metrics
A metric is a standard of quantitative measurement. Google Analytics enables users to track up to
200 different metrics to measure how their websites are performing. While some metrics may be
more valuable to certain businesses than others, these are some of the most popular metrics:

• Users. A user is a unique or new visitor to the website.

• Bounce rate. The percentage of visitors who viewed only a single page. These visitors
only triggered a single request to the Google Analytics server.
• Sessions. The group of visitor interactions happens in a 30-minute window of activity.
• Average session duration. How long on average each visitor stays on the site
• Percentage of new sessions. The percentage of website visits that are first-time visits.
• Pages per session. The average number of page views per session.
• Goal completions. The number of times visitors complete a specified, desirable action.
This is also known as a conversion.

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fig 28. Google Analytics

The great thing about Google Analytics is how it integrates with other tools. The
Acquisition section can integrate with your Ads account so you can track how your
campaigns are performing in terms of acquiring customers.

fig 29. Google Analytics

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 3. Creating Buzz
For creating a buzz, we need to carry out these steps as mentioned below
Step 1 - Design a Teaser Campaign & Organize a Countdown to Build Excitement
We designed a simple but effective Teaser campaign where we posted some posts depicting
‘coming Soon’ on all social media platforms. We also posted some stories on our page depicting
the same. We posted countdown stories on our page every day until the launch day. Meanwhile,
we also posted posts related to “about Company” in the feed.

Fig:30. Insights of Pre-launch Posts on Instagram

Fig:31. Insights of Pre-launch Posts twitter

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Fig:32. Insights of Pre-launch Posts on Instagram

Step 2 Designate a Hashtag

To start a trend, we generated our own hashtag called - #jersey_culture which depicts our tagline.
We posted this hashtag with every post we created on the platforms.

Fig 33. Hashtag that we created

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Step 3 Engage the User With Polls & QA sessions

Daily we posted stories with polls regarding the current hot topic which is “FIFA World Cup 2022’
we asked questions like. “Predict the winner ‘, etc. This helped us to improve our engagement with
our audience. This also increased the total visits on our profile.

Number of responses & Replies on these stories

Fig.34: Insights of these posts

4. Develop Consistency Across Social Media Platform Posts & Post Constantly–and at
the Right Times
We planned to post 3 posts each day as it drives maximum engagement on social media
platforms. For that, we used a tool called Hootsuite. As mentioned above we created a
schedule, according to parameters such as ‘the 5best time in the day to post, ‘Best time to post
stories to gain more engagement’, etc.

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 5. Run cross-channel campaigns.

The average social media user engages with an average of 6-7 different social media platforms.
As the average user takes more platforms into daily use, running cross-channel campaigns across
all your social media channels. Where we linked back to a specific landing page that gives the
audience more information about the campaign.
Making a positive impression on our audience requires meeting them where they're at, giving them
the attention and content that they need when they need it and how they want it. That's where
cross-channel marketing comes in. It gives you a powerful, interconnected approach be where your
customers are. But, being successful at cross-channel marketing requires more than just publishing
content across your various marketing channels. To do it well requires seamlessly bringing your
content together and creating a unified experience.
Cross-channel marketing works to solve this issue by meeting your customers where they're at and
in a format that's not likely to be overlooked. By doing so, you're going to be:

• Increasing engagement with our content by personalizing each touch point to cater to your
individual leads.
• Improving customer loyalty.
• Making it easier to contextualize individual channel metrics within overall ROI

Benefits of deploying a cross-channel marketing strategy.

1. Increased Engagement

With the sheer volume of ads that consumers see in a day, many have gone "ad-blind," and
scroll past PPC ads, boosted posts, and marketing emails without giving them a thought. Think
about your own experiences as a consumer. Many of us open our emails in the morning and
bulk delete the generic marketing emails that clutter our inboxes without even reading the
entire subject line.

If We’ve been working on figuring out a complex issue for our team, however, and have
already come across a brand that We view as an authority on that issue, receiving a marketing
email or seeing an ad about that topic is going to be more likely to catch my attention and not
get deleted in my daily inbox cleaning efforts.

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2. Greater Customer Loyalty
This leads to an improved brand experience as a consumer, which increases a buyer's sense of
delight. As any marketer knows, a delighted customer is a loyal customer, and combining loyalty
with delight is the recipe for creating your most powerful marketing tool: a brand ambassador.
Consumers generally want to have a reason to keep coming back. It's easier to know that you have
a go-to resource for a given type of issue or need than to have to go through the process of
researching, comparing and testing solutions. For many buyers, it's simply more convenient to
upgrade or purchase additional services from a provider they already know and trust, even if it's
slightly more costly than finding someone brand new who can do the same thing. When a customer
trusts you and you genuinely want to help them succeed — and your unified marketing and
customer service efforts demonstrate that– you remain front of mind as an authority.

3.Proven ROI
Combining our efforts with a cross-channel marketing approach will help to break down silos that
decontextualize metrics and don't always accurately represent the success of your marketing
campaigns. For example, if you look at your marketing efforts from a single-channel or multi-
channel approach, our email marketing team may be focused on getting opens or CTA impressions.
Meanwhile, our social media team is focused on getting impressions or likes. Finally, our content
team is looking at blog views. For this, we suggest using a Social media management tool that
integrates all your platforms under one platform.

Fig.35. Tool example - Simplified.com

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• Integrating all the social media platforms under one roof. ‘
• Organize, Plan, and Schedule the posts
• Design & generate attractive captions & Hashtags

6. Live updates - To increase our reach even further, we started posting live updates about
the World cup on Instagram & Twitter which helped us not only to improve our reach but
also to establish an emotional connection with our customers, especially those who are
football enthusiasts.

With live match updates, we also posted vlogs & reels regarding current topics. We covered
topics like match analysis, player rankings, team rankings, etc

Fig. 36 Insights of a twitter post

7. Engagement strategy
• Trendy content

We analyzed the current hot topics relating to our brand values & then posted posts,
videos, reels, blogs, etc. regarding these topics. This increased our audience reach
organically.

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Fig 37. Insights of a trending reel on Instagram

Fig. 38 Insights of a trending reel on Twitter

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Tool used: Exploding Topics

Fig.39: Exploding topics

This tool helps in finding new Hot topics which are currently trending on different platforms.

Exploding Topic is an alternative solution to the popular Google Trends tool. It is a great tool that
helps you identify topics like keywords that are most searched by users at any given time.
Exploding topic features:
• State-of-the-art technology that analyzes millions of searches, conversations and topics on
the Internet;
• A personal algorithm that identifies the most appropriate explosive topics;
• The identification of subjects and their organization from the list obtained;
• Newsletter with the best trending topics of the week.
This tool is useful for entrepreneurs, investors, or those looking to identify trending
business ideas, categories, or companies. Exploding Topics doesn’t provide as much
context as other trending topic tools, so you either need to subscribe to their newsletter or
use this tool in conjunction with other tools to fully understand the trend.

8. Trendy hashtags
To reach the maximum audience, it was necessary to use trending hashtags. If you know
that your target audience is on social media, you need to be there too! However, there are
literally millions of people that use social media who aren’t your target audience. Hashtags
are also a great tool to help you weed out those people and tap into your target audience’s
conversations. Some hashtags are more popular than others, so it’s important that you use

52
 relevant hashtags that fit your brand image. To figure this out, you need to do a little
research to find out which hashtags are popular among the community you want to reach.
Also if you are trying to create a new hashtag for your community to engage with make
sure you keep it simple and obvious because people will not use hashtags that are long or
confusing.

Fig. 40. Tool - All hashtags

Nowadays hashtags are everywhere. You see them on Instagram, TikTok, Twitter, Pinterest,
Google+, and Facebook. Hashtags can expand your content reach, amplify your brand and
products, get your content found, improve your SEO rankin,g and even more.
All Hashtag is a website that will help you to create and analyze fast and easy top relevant hashtags
for your social media content and marketing. You can generate thousands of relevant hashtags that
you simply copy and paste into your social media posts.

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Fig.41. Trending hashtags on Instagram

9. WhatsApp business engagement tools

For increasing engagement, we used Automation tool in WhatsApp Business wherein the software
automatically Replies & greets to the initial message sent through customers.

Fig. 42 WhatsApp Business

Most businesses work 8-12 hours a day. So while you may only be available from nine to five,
your customers will interact with businesses based on their convenience. Thus, these customers
are losing revenue-generating opportunities. A business that only interacts with its customers eight
hours a day loses more than 2/3rds of its potential revenue.

54
A WhatsApp away message allows you to tell your customers that you’re away and encourages
them to move within the sales funnel with more ease. Using WhatsApp Business, you can set
automated WhatsApp replies and schedule them as per your desired timings.
The first step to doing this is to decide who gets what message away. You can decide if a single-
away message is sent to all your customers or if it’s just being sent to specific customers.
The second step is to schedule the auto-reply away message to a specific function at a specific
time. The recommended trigger time is during the hours that your business is closed.

10. Livestream shopping

Livestream shopping has been the prime talk of the town in 2022. From YouTube to Pinterest and
everything in between, social media platforms are dead set on figuring out how to make in-app e-
commerce a reality in Western markets. The US is expected to hit $20 billion and by 2022, the e-
commerce revenue created from live online shopping is expected to grow more than 5X and reach
more than $60 billion in revenue.
Social commerce makes up 5% ($53 billion) of e-commerce sales in the U.S. versus over 15%
($457 billion) in China. It’s important to be able to interact and entertain customers, answer
questions, and provide accurate information about the products being sold. Livestream directs the
consumer directly to the products in order to buy them.
Facebook introduced Live Shopping Fridays in May 2021, during which brands showcase products
through Facebook's live shopping feature. Consumers simply tap featured products to learn more,
add them to their shopping carts, and check out.

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Overall Reach on social media

Fig. 43 Overall Reach in Twitter

Fig: 44 Overall Reach on Instagram

QR Code of our Website

Fig:45. Website scanner

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9. KPI ACHIEVED

Instagram
• Reach • 3000 • 3173
• Engagement • 1000 • 1326
• Followers Count • 50 • 77
• Audience Growth rate • 0.5% • 0.3%

Twitter
• Engagement • 0.5% • 0.9%
• Impressions • 3000 • 7000
• Followers Count • 20 • 5
• Audience Growth rate • 0.5% • 0.1%
• Profile visits • 800 • 1,141

. 10. SUGGESTION

1. Sponsoring football events

To increase its Brand awareness, the company can sponsor Football events & competitions like
Indian Soccer League. This will put them at the center of customers’ attention, as the majority of
our target audience watches these events.

2. SEO tool
There are only 10 spots—that’s right, just 10—on a Google search page. So, ask yourself, when
you type in a Google search, how often do you venture off the first page onto the second, third, or
twentieth page of the search results? Chances are, you rarely have to because the first few options
on that very first Google page contain the information you requested in your search query.

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If prospective customer types in a topic relevant to what your business can provide, don’t you want
to be on that first search results page alongside your competitors? If you aren’t in one of those top
ten search spots, another business just gained a new customer—or, you just lost one.

This is the importance of SEO for your business: SEO gives you the power to be the answer to
potential customers’ questions. In addition to visibility and traffic increase, SEO contributes to
your authoritative voice in your field. Authority then leads to brand trust, which ultimately leads
to brand loyalty.

3. Authentic paid ads

Paid ads have witnessed a 200% ROI. It isn't surprising that brands are spending a generous amount
on them. The global digital advertising market has grown at a compound annual growth rate
(CAGR) of 18.5% since 2016. The market is then expected to grow at a CAGR of 12.8% from
2026 and reach $1793.6 billion in 2031.
This is all because of the massive exposure of ads. Another study suggests that only 14% of people
remember the last ad they were exposed to. The audience won’t sell out to influencers if they
randomly advertise a product without stirring any feelings.
This helps bring traffic to social channels, potentially yielding an increase in followers, or to
websites, for the audience to better understand the company.

. Instagram Ads - The five key benefits of Instagram advertising that make it a lucrative channel
for many businesses are as follows:
1. Ever-increasing opportunities.
2. Build a following for your brand.
3. Easily create ads.
4. Showcase your brand through Stories.
5. Leverage higher engagement rates.
Instagram is a decade old now, but it’s still a cool kid on the block that isn’t going anywhere any
time soon. People continue to join and utilize the platform on a daily basis and businesses, continue
to launch new features that keep our target audiences engaged—be it leaving comments or taking
a stronger action such as converting. If you work in eCommerce, Instagram can be a crucial key
to your success as it is undeniable and currently the most shopping-centric social media advertising
platform.
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 11. . CONCLUSION
As we know Social Media is a huge part of everyone’s day to day life, it is the most effective &
efficient way to attract more customers. But to utilize all its benefits to the extent, we have to
follow some tactics to increase our customer reach & engagement. These tactics are extremely
simple such as planning your posts, Posting trending content, trending hashtags, etc. but if done
regularly & patiently, it can create a huge amount of organic reach that will further improve your
Brand Awareness among your target audience. For these tactics, there are some marketing tools
which can be utilised to do it more efficiently. This will not only improve the quality of work but
also save you a lot of time. The Jersey Culture can further expand into other other sports
merchandise like cricket, basketball, badminton, etc. & other athleisure categories like athletics &
Gymwear. These are booming categories, especially in the Indian Market.

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Annexure-

1. Name

2.Age

3. Do you know any website from where you will getting all football jersey under one roof

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4. Which websites do you have visited till now for football Jersey purchase.

5. What do you Prefer ?

6. What factors do you consider when you buy a Jersey?

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7.Have you came across any football merchandise website

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