DECLARATION

 
I YASH CHAURASIA Student of MBA 1ST Semester,
studying in B.N.C.E.T. (Lucknow), hereby declare that
this Mini Project on Online Marketing And Offline
Marketing submitted to A.K.T.U, in a partial fulfillment
of “Degree of Masters of Business Administration” is
the original work conducted by me by primary and
secondary data collection method.
The information and data given in the project is
authentic to the best of my knowledge.
This Project is not being submitted to any other
university for any other Degree, Diploma and
fellowship.
 
Date:
NAME: YASH CHAURASIA

Roll no.
Place: Lucknow
 ACKNOWLEDGEMENT

Every work constitutes great deal of assistance and guidance

from the people concerned and this particular project is of no
exception.
A project of the nature is surely a result of tremendous
support, guidance, encouragement and help.
Wish to place on record my sincere gratitude to wish to place
on record my sincere gratitude to Dr. Smriti Srivastava (HOD
MBA Dept)
I thank her for constructive help and encouragement
throughout the project. Without his support and guidance
taking this would not have been possible.
Also, wish to acknowledge enthusiastic encouragement and
support extended to me by my family members.
At last, I would like to thank all the faculty of business
management to help me completing this project.
I am also thankful to my friends who provided me their
constant support and assistance.

NAME: YASH CHAURASIA

Roll no.-
 PREFACE
For a Management student, Mini Project plays
an important role during the study. This project
provides a corporate or real world platform to
learn practically. MBA degree without any
Innovative Project or ideas, experience is just
like food without salt. So, Mini Project provides
a great learning experience about management
concepts and its applications.
This project was undertaken as a part of the
curriculum of MBA course, which is compulsory
for each student to have the project in any new
ideas to the development of the student
capabilities and gain the knowledge. This
exposure enables the mentor to learn effective
and efficient ways and means to solve the real
problems faced by the organization and also to
understand its dynamics.
 ABSTRACT
This Research is conducted to recognize that, how
consumers measure channels for their purchasing. Online
Shopping is a process where consumers directly buy goods,
services etc. from a seller without an intermediary service
over the Internet whereas Offline Marketing strategies
utilizes offline media channels to create awareness of a
company‘s products and services. Specifically, it progresses
a conceptual model that addresses consumer value
perception for using the Internet Shopping versus the
Traditional Shopping. Observations of Online and Offline
buyers can be evaluated to see how value is constructed in
both the channels. It is to recognize what factors influence
online and offline shopping choice progression. The
Research was conducted to understand the consumers
preference for their future i.e. what is going to be the future
of India‘s Online Market or Offline Market. Consumer‘s shop
when and where they want, where they are comfortable
with the products and the choice of shopping. In recent
some years people are more aware of the technology so as
the online shopping had increased immensely. However, the
respondent said that they will love to purchase from online
shopping if only the price of the product is less than the
market, but they feel risk of quality of product in Offline
Shopping.

Key Term- Online Marketing, Offline Marketing

 INTRODUCTION
The increase in technology provides good
opportunities to the seller to reach the customer in
much faster, easier and in economic way. Online
shopping is emerging very fast in recent years. Now a
day the internet holds the attention of retail market.
Millions and millions of people shop online. On the
other hand, the purchasing of product from traditional
market is continuing since years. Many customers go
for purchasing offline so as to examine the product
and hold the possession of the product just after the
payment for the product. In this contemporary world
customer‘s loyalty depends upon the consistent ability
to deliver quality, value and satisfaction. Some go for
offline shopping, some for online and many go for
both kind of shopping. The focus of the study is on the
consumer‘s choice to shop on internet and at the
traditional stores at the information gaining period.
However online shopping is easier for the people and
less price than the offline shopping. While making any
purchase decision consumer should know the medium
to purchase whether online shopping or the offline
shopping. Consumer should decide the channel for
them which can best suit to their need and wants and
which can satisfy them.
 ENTREPRENEUR

• An Entrepreneur is a person who, finds and runs a

small business, dealing with all the risks and
rewards of the business, rather than working as an
employee. Entrepreneur is a starter, an initiator, a
challenger and a driver. Entrepreneur plays a key
role in any economy.
• Economists have never had a consistent definition
of ―entrepreneur‖ or ―entrepreneurship‖, the
word ―entrepreneur‖ comes from a french word
―entreprendre‖. Means to undertake.
Entrepreneur is the one who has highest stakes in
the business, thus he/she is the one who needs to
be empowered
 ONLINE SHOPPING

Now a day the life style of the people is different.

People feel uncomfortable and time consuming for
going crowded markets. So, E-Shopping is a boon as
it saves lot of time. Online shopping is a process
whereby consumers directly buy goods, services etc.
from a seller without an intermediary service over
the Internet. Shoppers can visit web stores from the
comfort of their house and shop as by sitting in front
of the computer. Online stores are usually available
24 hours a day and many consumers have internet
access both at work and at home. So, it is very
convenient for them to shop Online. One of the
most enticing factors about online shopping,
particularly during holiday season is, it alleviates the
need to wait in long lines or search from a store for a
particular item. Variety of goods are available in
online.
HISTORY OF DIGITAL
MARKETING
• The development of digital marketing has
simultaneously increased with the development of
technology.
• In mid 2000 a change was observed in customers
behaviour as they began to research their product
online using google and other search engines
before the actual purchase. This made the
marketers difficult to understand the behaviour of
the custmers. So, Pardot company took the
challenge to solve this through marketing
automation and this resulted in allowing marketers
segment the market and develop multi channel
campaigns content.
• In 2000s, social media was spread all over and
since then it has been palying a very vital role in
digital marketing. Several social media channels
took its birth during this period. Some year wise
examples are:
 Prevalences of social media created a new dilemma for
marketers that was solved through many new software
companies.

In 2004, google launched its G-mail which is widely used now.

In 2005, Esty, an online marketplace for handmade and vintage

goods launches. Google launched Youtube.

In 2006, Digital marketing world saw its first steep surge in

2006, when search engine traffic was reported to have grown to
about 6.4 billion. During this year, Amazon‘s sale crossed $10
billion.

In 2009, BigCommerce launches an online storefront platform.

Till the arrival of 2010 consumers were no longer tech savey

instead they have became tech department as it was seen that
Americans were spending an average of 11 hours online every day,
even without anynotification 67% people were checking their
phones frequently. It was the time when Whatsapp was launched.
Then in 2011, Google launched its online payment system.
Facebook launched sponsored stories as a form of early
advertising.

Now the time came of acquisition, as in 2013 Yahoo acquired

Tumblr and in 2014 Facebook acquired

WhatsApp. In 2017, Instagram shoppable posts were

introduced and Cyber Monday sales exceeded $6.5 BILLIONS
 FACTORS AFFECTING
ONLINE SHOPPING

Online shopping becomes relevant in the last decade.

The kind of business online retailer are doing is proof
enough that they are providing some benefits to
customer which offline shopping does not give to the
customer. These are the factors affecting online
shopping:

1. Risk: When a consumer buy a product through

online sources\online market, it is not possible for
him to touch or feel the product to know its actual
quality. Hence it is known by all that lot of risk is
involve while buying an online product as we don‘t
know whether the product will reach on time or
not, will the product be the same which we have
ordered or not, is a main concern and also there
may arise a risk of product size and colour as it may
differ in real view or sense. Sometimes the product
ordered is kind of damaged
2. Convenience: Online shopping is much more convenient
than offline shopping. Instead of taking out your vehicle
and visit shop to shop you can just sit at your home and do
the shopping. It is convenient to sit at one place and shop
the product of our choice without moving from place to
place. Once you have decided on what you want to buy
the payment process is seamless and the order is delivered
to your place. Online shopping makes things more
convenient. We can have a lot of choice over there in any
kind of material we want to deal with that too without
any fear of dealing with any dealer or distributers. Online
shopping is convenient in its real sense as it do not carry
any dealing with issues of asking for wanted items or
issues of asking for desired kind of items which helps in
avoiding the part of waiting, asking, questioning about the
product.

3. Anxiety: People‘s anxiety of exploring the sites and

experimenting over them is also a matter of concern.
Sometimes people those who are not very known to any
sites like flip kart ,myntra or any sites they just feel like it‘s a
tough kind of activity over net and its complicated in there
sense as they are not very fond of doing online shopping as
it takes a time to even understand the product about its
details. This particular activity makes them irritated and
anxiesious over any kind of fatal online dealing.
4. Previous online experience: How has been a person‘s
experience in past as far as online shopping is
concerned is a major story of concern. Previous
experience is what matters actually as its hamper or
sometime it keep good view or mood of people. There
are two experiences one is about good and another is
about bad. Both has its own and different affect in the
mind of buyers. So these factors also influence online
shopping or e shopping.

5. Pricing Policy: Online retailers gets an inherent

advantage in pricing as they don‘t have to bear
expenses like store rent, bills etc. They can pass their
price directly to customer and generally offer a lower
price to customer than offline market. Even when
shipping charges are included than also it is better than
the offline shopping. Hence, determines the level of
online shopping. Lower the price- higher the mood to
demand, higher the price –lower the demand. Price of
any commodity also influences the purchasing power of
any specific buyer. Consumer generally prefer mild or
normal price with good quality and do not want to spend
or expense lot for any kind of stuff. So buying and selling
both are simultaneously affected by the price of product.
6. Quality: The quality of product at online sites and
offline stores vary a lot and then this determines
the frequency of online shopping. Quality also
carries good affecting nature over any kind of
shopping. As consumer or buyer want to have a
good quality of product as they spent their huge
sum of money. In general, qualities is a primary
need over any kind of purchasing as it somewhat
secure or give a good sense of buying or kind of
guarantee about the product preferred.

7. Online trust: It depends on customer perception

whether they trust a particular site and its
product and services. Hence the frequency of
online shopping also depends upon whether they
trust a particular site or not. People are different
in their nature and thoughts, some kind of people
trust online dealing some kind of people are in
fear of online dealing. Trust 6 carry a lot of points
examples- trust about the same product size
quantity weight and security etc.
8. Tangibility of the product: If we are purchasing from a
offline market i.e. from a store then we get to touch
and know about the quality of product before buying
which help the customer to take the decision to buy
the product or not whether the product will suit the
customer need or not. Whether a person want to buy
a product or not is determined by whether the
consumer can feel product or not. Online Shopping is
also determined by the tangibility of he product.
Without touching the preferred or desired substance
nobody can trust about the worthiness or quality or
sense of any preferred product.

9. Delivery time: If we buy a product Online it would

take minimum of six to seven days to be delivered to
us. But this is not such in case of Offline shopping,
here the possession of product is immediately
transferred to the buyer. So it can be considered as a
major factor that affects online shopping. To satisfy
consumer one has to provide with a good delivery
time; as they prefer to get product in desired time
and in shortest duration. This is the second major
affect in which affects the demand of product.
10. Income: Income plays a most important role in
purchasing online products. The person whose income is
more, will be more involved in online shopping as
compared to the person whose income is less. Higher
income people prefers to purchase online more than
offline as it gives them reliability, convenient, saves time
and less leg work. Higher the income higher will be the
purchasing of online product and vise-versa.
PROS OF ONLINE RETAIL

There are so many benefits to online market as first of all

setting up an online store comes with significantly lower
startup costs than a traditional store, we don‘t have to pay
for a large physical, As a result, you can get started quickly,
with less capital investment.

Customers do appreciate the convenience of ecommerce as

with the ability to browse in your own time from anyplace
make the process much more appealing to some customers.
Then next comes of having the facility of products delivered
straight to their door, within a few days and even at a time
suitable to the customer, is more attractive.

If we try to look from retailer‘s point of view, it is now

possible to track the customer‘s interactions with your store
across multiple different platforms gives you access to data
that can elevate marketing efforts above anything else that a
traditional store could manage.
 CONS OF ONLINE RETAIL
While on one side an Online store can be easier and
quicker On the other side, not having a location can
make it costlier to drive customers through to your
store.
If one is into Online Market, he needs to allocate more
resources and time to marketing in order to let the
customers know you existence in business. It‘s also
more difficult in online market to build meaningful
interaction with your customers as there‘s no face to
face interaction

COUNTRIES WHO SPEND THE MOST

MONEY SHOPING ONLINE
Online shopping gives customers an opportunity to
purchase goods and services from a provider
without ever going to the store. Instead, customers
can simply visit the provider or seller‘s website and
place the order and pay for it. The products or
services are delivered to the customer‘s registered
location.
Online shopping can be done via computer, tablet,
or Smartphone at anytime or anywhere. Now a
days, the largest and the most popular online
shopping websites are Amazon (since 1995), eBay
(since 1995), and Alibaba (since 2003). Online
shopping has changed the buying patterns in many
countries and is quickly becoming popular in others.

Since the internet was first introduced to the public

till now, it had become part of everyday human life.
As population is increasing after the introduction of
the internet so, doing tasks online had become a
common place around the world for online shopping
which cease to be a novelty or convenience.
 BRICK-AND-MORTAR IS STILL KING.

• As per the different research it was observed that online retail

sales in 2016 was grown upto 10.1% compared to 1.4% for total
retail sales, or 7.4 times more. This trend might remind some of
similar past trends, such as those in the news industry when it
seemed online might be their future.

• The present trends is proves that only one online retail company
that features among the top 10 US retailers — Amazon, Inc. And
even then, it ranks only 7th in retail sales, behind competitors
such as Walmart, Costco, and Walgreens. But on the other signs
indicating that brick-and-mortar stores, not online, are the future
of retail. One would be the conversion rates. People who enter
physical shops are much more likely to purchase one item than
those who visit websites.

• Indeed, even Amazon seems to be trying to make the case for

physical retailers. Its recent acquisition of Whole Foods for almost
US$14 billion, in addition to the several brick-and-mortar
bookshops it has already opened in the US, give away the
impression that the company believes a successful strategy for the
future includes a combination of online and offline. To maintain a
sustainable competitive advantage, one of those streams alone
might not be enough.
 ONLINE-SHOPPING IS RISING.

As we are becoming more and more connected to the

digital market our ability to make use of data is increasing,
purchasing may become much more ―natural‖ online.
From now onwards we are already exposed to targeted ads,
news, and much more.

Another factors that contribute to the rise of online

retailers is that it is time saving. You can order anything at
anytime from anywhere, without your any leg in few days it
would arrive at your doorstep. Today, with drone
technology, and with online retailers developing their own
delivery chains, the norm has become 2-day delivery, and
customer expectations have adapted.

With such advantages, shopping online had become more

convenient, no doubtingly driving future demand for it too.
For people living in rural areas, small towns, products may
not be available near their locations, this might become
their preferred method of shopping. Walmart created a
successful business around large outlets near small towns;
fast delivery brings similar benefits, without the costs.
 DIFFERENT FORMS OF DIGITAL
MARKETING
SEARCH ENGINE OPTIMIZATION

SEO is a methodology of strategies, techniques and

tactics those are been used so as to increase the
amount of visitors on website by obtaining a high
ranking placement in the search result page of a search
engines. These include Google, yahoo, Bing, and many
more. It‘s a common practice for internet search users
to not click through pages and pages of search result.
On addition it‘s a great way to improve or focus on the
quality of website by making it user – friendly, faster
and easier to navigate. It serves to a billion of people by
giving them answers of their questions
 SOCIAL MEDIA MARKETING

In social media marketing we use social media websites and

application so as to promote or advertise a product or
services to increase its selling. It‘s a catch all term for sites
that may provide radically different social actions. For
example, ‗Twitter‘ is designed for short messages and
updates where as ‗Facebook‘ is a full-blown social
networking site that allows for sharing updates, photos,
joining events and a variety of other activities. Social Media
usually feeds into the discovery of new content, and this
can also support to build links that in turn support into SEO
efforts.
 EMAIL MARKETING

Email Marketing is an marketing strategy of sending

commercial messages to a group of people or company,
using gmail. It is been used to send advertisements,
business requests, or solicit sales or donations which is
meant for building loyalty, trust or brand awareness. It is
used for the purpose of enhancing a merchant‘s
relationship with the consumers, encouraging them to
maintain or build trust for repeat business, acquiring
new customers sharing third party ads.
 DISPLAY ADVERTISING

It is a type of online marketing only which comes in

several forms including banner ads, rich media and more,
it is dependents upon images, audio and video that
communicates an advertising message to customers.
These business ads can be put on search engines, blogs
and other websites. Now a day‘s these ads are in form of
clickable, bringing those interested ones directly to
companies‘ website. Banners for this are available in
different shape and sizes but the limitations are the
requirements of the network on which you are running
the Champaign through. For example, Google Awards
allows a wide range of display ads size.
 VIDEO ADVERTISING

Video Advertising encompasses only those which contain

video within them, but it is generally accepted that it must
occurs before, during or after a video streaming on internet.
Brands and marketers feel that it is a much better option to
attract consumers towards product and services and better
engagement with consumers. Video advertisement is
growing day by day wit the growth of YouTube, it is the
leading app for video advertising. Videos may also be placed
on websites and social medial to reach to broader audience.
 AFFECTS OF TECHNOLOGY
ENTREPENEURSHIP

A lot has changed for Entrepreneurs in the last decade, many of it

has been brought by improvement in technology. It was never so
easy to purchase a domain name, use a web design platform or to
launch a website for your business. Not even to find the right
education resource that empowers us to do such things ourselves, or
for a low price.
Now there is opportunity for Entrepreneurs to work anywhere at
any time free from the desk, but tethered to the smart phones and
laptops.
Till now the world has undergone many fundamental changes and
thus information and communication technology is advancing day by
day rapidly. A individual‘s activities, job, skills, culture and needs
have changed and are being majorly affected by this technology.
Entrepreneurship is undoubtedly a major contribution in the
development of technology, thus vice versa technology have also a
great impact on entrepreneurship and have created a sense of
modern entrepreneurship. Technology is just not changing the way
we work and communicate, it is completely transforming the way of
our thinking and solving our problems.
 The idea of Entrepreneurship has been around, from
decades but since the global financial crises its been
pushed back to the forefront of business. Having an
entrepreneurial spirit is something big corporation alike
small business and these are starving to establish
internally and project to the wider world.

Entrepreneur are direct and passionate, it is their nature

to push the world forward and are well known for
speaking, especially when they disagree to something and
this is been made so easier by technology to have their
voices heard and influence conversation, one can reach
out to some of the world‘s best business people and get a
response just by tweating them.

Social platforms are woven into the lives of younger

people, who have already learned this new technology
and will be learning much quicker than adults of their
generation, so when then will opt for being an
entrepreneur, marketing through social medial will be
nothing more than a ‗snap‘. The strategy behind social
marketing for a younger entrepreneur might not always
be as airtight as someone who has a few years experience
in the business world, but they know that they need to do
it to spread the word.
 OFFLINE SHOPPING

ANTIQUITY

• In antiquity, marketplaces and fairs were established

to facilitate the exchange of goods and services.
People would shop for goods at a regular market
from nearby towns. However, because of the
transient nature of stalls and stall-holders meant that
the consumers needed to make careful inspection of
goods prior to purchase. In ancient Greece, the agora
served as their marketplace where merchants put
stalls or shops for selling their goods.

• Ancient Rome utilized a similar marketplace known

as the forum. Rome had two forums; the Forum
Romanum and Trajan's Forum
 MIDDLE AGE
Archaeological evidence suggests that the Britishers
were engaged in very minimum shopping in the early
Middle Ages. Instead, they use to fulfill their basic needs
through subsistence farming practices and a system of
localized personal exchanges. However, by the late Middle
Ages, consumers turned to markets for the purchase of
fresh produce, meat and fish and the periodic fairs where
non-perishables and luxury goods could be obtained.
Women were responsible for everyday household
purchases, but most of their purchasing was of a
mundane nature. For the main part, shopping was seen as
a chore rather than a pleasure.

In terms of offline shopping, it takes more effort than

just waking up and logging onto your laptop. With this
method, you put in more effort which takes up money
(petrol costs/public transport) and time (getting
ready/travel time). On the bright side, you can experience
the product in your hands and ensure its quality is up to
par with your standards. This is a much safer option when
buying items such as clothing or expensive gadgets as you
are able ensure the quality and if it suits your desires. The
downside to is that you can‘t shop the world and your
selection is limited to the offerings of the physical shops.
 FACTORS AFFECTING
OFFLINE SHOPPING
Offline shopping has existence since the existence of
mankind. Offline shopping gives different types of benefits to
the customer. There are some factors which affect the
shopping offline those are as follow:

1. Less number of choices: There are limited numbers of

choices when it comes to offline shopping. The numbers of
varieties are limited. The ranges of products available in the
shops are limited. Sometimes, the stocks are old and are up
for discount and sale. Basically in offline or any shop we get
less numbers of choices as it consists of manual work. We
have to choice in that less number of materials due to
manual factor.

2. Time consuming: It takes a lot of time to go shopping to a

store.Distancefrom home or workplace to the store is time
consuming. It is also time consuming while trying out the
outfits in a store or even going through other products. In
off-line shopping customer move one place to another and
one shop to another in search of the desire products.
3. Information: What generally happens is that the
information provided by a shopkeeper isn‘t
correct. Also this information doesn‘t always suit
our needs. And we buy products according to
what they say when we ourselves don‘t have
adequate knowledge about the products. Such
purchases are based on goodwill when we
happen to know the shopkeepers.

4. Authenticity: Offline shopping is more authentic

than online shopping. While buying the product
we can feel the texture of it and know what it‘s
like. We exactly know what we are buying while
buying anything offline. But in online shopping, we
don‘t always know what exactly we are buying. This
is because what we see on the websites is not
always what we buy when the product reaches us.
5. Taste and preference: The taste and preferences of
the customer change from time to time. While
buying any product from a store we have the
flexibility and the choice to try out 9 outfits. But
while buying any product from a website we don‘t
have this facility. Therefore, buying offline caters
more to the changing taste and preferences of the
customers.

6. Bargaining: In offline store a customer can do

physical bargaining to the seller unlike shopping
online. In online shopping a customer cannot do
bargaining as the price of the product is fixed.
Some of the customer purchased products
depending upon bargaining so they do not go for
online shopping as they feel shopping online is
costlier. than the market
 PROS OF OFFLINE RETAIL
The advantages of offline retail are well cemented
as it had always remained as the most popular
shopping channel for consumers and but currently
can‘t be compared with online when it comes to
customer experience. With a traditional store, you
can achieve a unique experience for your customers
and expressing your brand in a creative way. By
having an offline store also gives you instant access
to passing trade, without having to invest in a
marketing budget. Location plays another important
role as it can make you easily visible to your target
market and can build your brand locally .
CONS OF OFFLINE RETAIL
We are well known, to the cons when we talk about
ecommerce. Higher machinery setup and running costs
are very likely with addition they generally have many
expenses like electricity, water, rent and more to pay for
every month. This allows less room for error when it
comes to your initial financial investment. With an offline
store, you can see funding dry up very quickly if you‘re
not careful. Also, at this time location can work through
both the sides either it can be virtue or it can be curse for
some bricks-and-mortar stores.
 MEATHODOLOGY
• This part of study defines all the process of data
collection. When it comes to data collection, there
are two methods in general used by researcher to
collect data, primary and secondary method.
Primary method includes observation method,
interview/questionnaire method. Secondary
method is the method in which already collected
data. The present study is based on combination of
both qualitative and quantitative data. The
qualitative data is collected through the sampling
from the consumer. Random consumer is selected
for the sampling purpose. The sample individual is
selected from different group of people including
student, employee and unemployed, housewives,
etc. are considered as sample for the study.

• Sample size: Determining the size of sample that is

needed for a particular piece of research. For this
research 60 sample size is taken for the interviews.
From this sample size the calculation of simple
percentages for each variable is done.
RESULTS AND DISCUSSION
CUSTOMER’S PREFERENCES

According to Survey, consumers are more towards Online

Shopping than Offline shopping, 67% of survey participants
consider Online Shopping as their future whereas 33% want
to stay in the same Offline Market in their future
 ROLE OF WHOLESALERS

The next question of concern to the participants was, do

you consider that are wholesalers require in our market or
by eliminating them from market the situations will be
better? They reply was for the wholesalers rather than
being against of, 93% of participants are with the method
of involvement of wholesalers in markets, only 7%
participants are against this.
 NEED OF WHOLESALERS
TO MANUFACTURERS

According to investigation, 86% of participants

think that if we eliminate wholesalers from
market, it would create a burden for
manufacturers to reach out to their retailers and
consumers, whereas 14% participants don‘t agree
to it.
 REDUCTION IN PRODUCT COST

As a required amount, as their profit margin is been added

to the product‘s cost by the wholesalers which somehow
increases the total cost of product, so will there be a
reduction in product‘s prices if we eliminate wholesalers?
There are 64% of participants who agree to this, i.e. there
will be reduction in price but on the other hand 36% of
participants don‘t agree to the same.
IS DIGITAL MARKET HELPUL FOR LOWER
CLASS?

The same question as the second question was been

asked but with a different condition been put into it, our
point of concern was that what would manufacturer do so
as to sell their product to lower class people who can‘t
afford digital marketing, So if we consider this are
wholesalers required in market? Here we received the
same data from the participants which tells that maximum
number(93%) of people disagree to the idea of eliminating
Wholesalers, only a few number(7%) of people agree to it.
OPPORTUNITIES FOR UPCOMMING
GENERATION

Subsequently we focused on the opportunities for

upcoming generation, as which would bring more, Online
Market or Offline Market. The data that we collected from
out participants according to their preferences, represents
that online market will play a great role in bringing
opportunities for upcoming generation compared to
Offline Market. 93% of participants chosen Online Market
and only 7% of them say it will be Offline Market
 TRANSFORMATION TO DIGITAL
INDIA

Further the question arises is that Are people of India

prepared for the transformation from Offline Market to a
Digital Market, considering all the aspects whether it is
education, facility, trust, security, or psychological state.
The study represents that 64% of participants say ‗yes‘
whereas 36% says ‗no‘ .
 ONLINE MARKET SECURITY

Our next question was especially to those 67% of

participants who prefer Online market in their future, we
asked them what about security, do you consider Online
Market to be completely secure in case of money transfer,
do you completely trust on this system? This question
brought a reduction in the percentage of participants
compared to those who said Online Market In first
question. Now 54% of participants are still stuck to their
answer and they do trust on the system but 46% of them
don‘t.
 COST FLUCTUATION

When we do shopping what we observe is that in maximum

cases, when we are shopping in Offline Market we don‘t ask
for a proper bill from the sellers which automatically leads
that, that particular amount went into sellers black money.
But that‘s not the case while we are shopping Online, there
is a 100% assurity of receiving a proper bill in the packet
with the product, here we can see nothing lead to black
money of seller. So the point of concern was Will digital
marketing bring a decrease in cost fluctuation (black
money) in market. As per the study, we seen that maximum
number of people agree to it as 84% of participants voted
‗yes‘ and 16% of them voted ‗no‘.
 WHAT ATTRACTS MORE?

We repeated the same question, knowing about the

consumer‘s preference of Online Market or Offline Market
by changing their view; we gave them a condition for
answering the same. Our question to them was what
attracts you more towards a product buying its Physical
displays (Product displayed in front of your eyes in store)
or Virtual Display (image of the product on your computer
screen or phone screen).
 IMPACT OF DIGITAL
MARKET IN RURAL AREAS

Our point of concern were not only middle class people

or higher class people, we also though for rural class,
that is why we raised a question that how digital
marketing is going to impact on rural areas in a positive
manner or a negative manner, to this our maximum
participants think that it will put a positive impact i.e.
65% of participants whereas 35% says it will put a
negative impact
 FUTURE PROSPECTS
RELIANCE RETAIL’S E-COMMERCE
VENTURE
Mukesh Ambani had recently announced after speaking to shareholders
at RIL‘s 41st annual meeting (AGM0 that his company is working on a new
project that is creating world‘s largest Online to Offline new platform that
would integrate the power of Reliance Retail‘s physical market with Jio‘s
infrastructure and services. He had said that Reliance Jio and reliance Retail
would be launching it first in Gujrat and then across the country. For this
venture Ambani had planned to utilize more than 5,100 smaller Jio point
stores in more than 5,000 cities and towns. It is also planned to set up kiosks
in the Jio point Stores from where store executive will help customers to
place their order
The company will be undertaking assisted sales of all the products from
daily provision to apparel from these stores leveraging the telco‘s
distribution network, which already reaches these stores for suppling SIM
Cards, mobile handset and accessories. It is been said by them that the
venture will take off by next year APRIL.
In fact, they can sell any product using this venture which has its own self
life and does not require any installation services. Whatever the customer
will pick up from Jio Point, store executive will be delievering it to their
doorstep. Their idea is to reach out to 95% of India‘s population directly
without internet access, this will be including those consumers too, those
have never shopped Online in their past – which is only possible through
omni channel route.‘ The company wants to have a retail presence through
ecommerce in towns.
Techniques Of Online And Offline
Marketing
Online marketing might be the more popular and efficient
marketing tool today, however the strategies that PR pros
employ for offline marketing can still be beneficial and relevant.
If there’s any doubt about which strategy to employ, then you’re
not making the most of both of these tools. It shouldn’t be a
choice, since one of the best ways to maximize your marketing
strategy is by merging both online and offline efforts.
Different strategies cater to different portions of your audience
or customer base. By integrating online and offline marketing,
you will be able to reach various audiences, as well as build a
trusted and cohesive brand.
Here are five ways to merge your online and offline marketing to
get the best out of your marketing efforts:

1. Associate offline promotions with an online call to action. 

There are many ways to promote offline marketing products

through online methods. For instance, if you have a noteworthy
TV ad coming out for a specific season or event, use social media
leading up to the launch to boost its reach. You can create a
countdown or show a preview on your website and social media
channels to generate some excitement.
Online calls to action can be as simple as promoting a sale by
encouraging customers to visit your store. In a similar way, offline
marketing can be used as a way to promote online events and
promotions.
2. Use online data to support offline efforts.

One of the major boons of online marketing is that is can

generate data about your customer.
Analyzing customer behavior on your website and social media
profiles can provide insight into customers visiting your store.
Through online marketing you can get information about things
like the best way to organize your store or what products to
highlight.

3. Offer free giveaways and competitions.

Use your offline marketing efforts to encourage your customer

to share their email address. For instance, you can run a
competition or free giveaway that requires customers to share
contact information. However, don’t forget to include a check
4. Start using
box for UTM codes.
customers to opt out of receiving marketing emails.

A UTM code is a great tool to monitor your campaigns as it

allows Google Analytics to tell you where your searches came
from and what campaign directed them to your URL. Using a
UTM code for your online campaign efforts can provide
information about demographics for specific offline
campaigns.

5. Get your online customers to contribute to your offline

marketing

User-generated content is not only for sharing on online

platforms. Interact with your customers online and creatively
encourage them to help with your next marketing campaign.
You can use words and pictures created by your customers in
magazines, TV commercials or newspapers.
 Suggestion And Recommendation in
online and offline marketing
• Here are several recommendations for an effective marketing
campaign, including:

. Focus on customer engagement: Note when and how often

your customers connect with you and your messages, and
then create a strategy that revolves around those key
engagement times.

• Develop a clear data strategy: Consider the customer

interaction data you currently have and will obtain in the
future, and develop a long-term method for compiling that
data to better analyze differing customer engagement times.
Also, determine which social channels better serve your
business and what your customers respond more to.

• Evaluate your lifecycle campaigns: In terms of the four

lifecycle stages (acquire, onboard, engage, and retain) you
should note the summary of the success of your programs,
and then assess and reform the way you interact with your
audience.

• Roll out responsive design: After observing how many of your

customers view your emails on their mobile device, determine
whether utilizing a responsive design plan will allow you to
gain a ROI.
• Hone in on clear objectives: Have set, quantifiable goals for
monitoring your social media marketing plans and then you
will be able to more easily identify what needs to be changed
or added within your content and customer service
initiatives.

. Don’t ignore the importance of mobile: Have your overall

marketing strategy coincide with your mobile strategy so that
you will be able to conclude how to successfully use them
together to create stellar engagement results, such as using
emails to link back to your landing page website.

• Take a deep look at how customers are currently

experiencing your brand: Observe how customers are
interacting with your brand both online and offline, and then
produce a new plan that enhances any lackluster results you
may have found.

• Start communicating 1:1 with your customers: Although we

live in a dominantly digital world, it does not mean that we
should speak like robots on the web. It has become
important to study data that is related to customers’
behavior regarding your brand, and then develop more high-
quality personalized messages to send them.
 CONCLUSION
As the survey, maximum number of people do prefer
Online Shopping and the reason for same is it is time
saving, less leg work is evolved, we can order a product
at anywhere and anytime, and more number of variety
but on the other hand they are carrying fear with them
because of security issue, tangibility of product (to feel
the product and hold the product in hand before
buying), there are still trust issues on Online Shopping.
Therefore, it is also been recognized that Wholesalers
are required in market and the task would then be the
toughest. There are some number of participants too
who are working on the centre line i.e. they are into a
neutral situation neither in support of Online\Offline
nor against any of them. However, that‘s the truth that
maximum number of participants have voted for
Online Market but they are not 100% towards Online,
as there is some or the another factor which influences
them and don‘t allow them to be completely for Online
market.
Limitation Of Online Marketing
Let’s have a look at the limitation of online marketing that
brings pros and cons to your business

•There is nothing free in online marketing. You need to invest

first in setups like software, hardware, internet connection, and
other maintenance costs. Before starting online marketing, all
need to be considered as an investment.
•Designbusiness website andbook domain and hosting for its
online presence. Here, the cost is also associated with every
step.
•Make proper optimization of website online for the branding of
the business. For this, you have to avail the best SEO services of
an authorized digital marketing system.
•Finding more clients online is feasible, but there is a limitation
to it. You can increase clientele by adopting email marketing,
SEO and SMO promotion of the business website.
•It requires a continuous update of a business website and keeps
it securely online through cyber thefts or scams,
technical faults, customer friendly and responsive
easy accessibility of a website in devices all of screen sizes.
. Stay active on social media for the branding of a business
website and adopt the latest trend of online marketing to keep
the advertising business to increase its traffic continuously.
Limitation Of Offline Marketing

Offline marketing is a method of marketing that does not

involve the use of the internet. Offline marketing strategies
use offline media channels to create awareness of a
company’s products, services, and brand. Although we have
seen a significant shift to online marketing initiatives,
marketing campaigns using offline channels are still a
fundamental aspect of any company’s marketing mixes.
It is important to remember that online marketing and
offline marketing go hand in hand with each other and that
the best marketing strategies incorporate both methods into
their marketing mix.
Examples of Offline Marketing include:

• Print advertisements in magazines and newspapers.

• Television advertisements.

• Outdoor advertising such as billboards and car signage.

• Direct mail marketing campaigns.

• Printed company newsletters and catalogs.

• Sending out birthday and holiday cards.

• Obtaining new customers through referrals and incentives.
• Participating in offline events such as charity fundraisers,
networking events, and seminars.
• Product launches and giveaways.
• Informative pamphlets and brochures with useful content
and fewer sales orientated.
• Your business cards.
• Discount pricing for your target market.
• Loyalty programs to encourage repeat business.

Pros of Offline Marketing

• Depending on which method use, it can have a more

personal approach, tailored to your target market.
• It gives your business more credibility as people can see
tangible aspects of your business and products.
•Online marketing often isolates the older generation who may
not be comfortable with using the internet. Your offline
marketing initiative could be aimed at this target market.

Cons of Offline Marketing

•It is not measurable if you are not providing an incentive.

•Costly in terms of labor, time, and money.
•More challenging to establish your company as an expert
offline.
 BIBLOGRAPHY
Company webiste:
www.utimes.in

Internet sources :
www.marketingteacher.co.in

Other sources:
InformationbyExternal Guide.

Text Book:
Marketing Management
 QUESTIONNAIRE
• Does offline marketing still work?

Yes, it does, even in this digital age. Twitter is used

by 23% of the adult global population and whilst
this may be enough to convince you to advertise
on this platform, it comes with a warning: not
everyone is on social media and not every
customer wants to have sales message rammed
down their throat every time you tweet.

Offline marketing, from adverts in the local press

to flyers and business cards still work. How much
depends on your strategy…

There are also new innovations come to the print

world too, such as fabric printing. When it comes
to indoor displays and brand recognition tactics,
excellent colour reproduction and images,
alongside a great message are all the recipes for a
great marketing mix.
 Is it cost-effective?

Yes, it is. Many offline marketing tools are affordable,

even with professional design services thrown in.

But as with all marketing, the success of and

maximising ROI of offline marketing rests on many
variables;

Your industry – some industries and sectors are more

adept at reaching their target audience offline than
they are using online means or using a mix of both.

Your customers – who they are and where they are,

are two important considerations in ensuring any
marketing decision you make are the right ones.

From guests posts to posters, offline marketing

presents many cost-effective solutions for your
business.
 Is offline marketing the easier
option?

It depends on your definition of ‘easy’.

Faced with a blank piece of paper, many people

assume that they can design a spectacular poster or
flyer for fabric printing in a matter of minutes. It looks
simple because when you look at other examples by
professionals, it seems like there is not much to it.

But there is… there is the psychology of colour to

consider, there is your brand voice and how this impact
on customer expectations, there is the emotional
connection to create between the customer and the
tool being used and more.

And so, you can see, a few words on a page, coupled

with a pretty picture won’t quite cut it. Like online
marketing, there are certain ingredients that come
together to form the foundation of success.
When does offline marketing work
best?
There are four vital components to successfully using offline
marketing tools and techniques;

Strategy – without a goal or objective, or even a plan of how

to distribute offline printed materials or use it, it will simply
flounder. This is why in businesses across the globe, thousands
of business cards, leaflets, posters and the like sit on shelves
gathering dust.

Design – there is no substitute for professional design

services. In fact, the process of working with a graphic designer
will effectively see you focus in on what the campaign is all
about, who it needs to target, as well as other practical
considerations such as when is the best time to launch it.

Well-executed – and by this, we mean a marketing campaign

that is monitored and reviewed, the results of which not only
give a firm idea of ROI and the success of the campaign but also
what needs to change or stay the same for the next campaign.

The right product – whether it is an online or offline

campaign, if it is not the right marketing vehicle, it is going
nowhere. Think of offline tools as being the vehicle in the
journey and the strategy the fuel that will problem is to success.
Which works best: offline or online?

In the digital age, it would be tempting to say that online

marketing is ‘where it is all happening’. After all, throw a
few tweets out every now and then with the occasional
Facebook posts coupled with a few arty photos and
Instagram and surely, you have the recipe for success…?

We do live in a digital world, there is no denying. Online

marketing is a powerful force providing you have a tight
hold on the reins.

But this doesn’t mean that offline is dead or dying. It is

changing. It has changed from how it has always been
traditionally used. There are instances in which these
traditions are still yielding results for some brands and
businesses.

Rather than seeing as a case of ‘which one?’, why not ask

one supports the other?

Colour Graphics have seen many changes in how

businesses advertise and market their brand. But offline
marketing tools are far from dead and with the right design
and campaign behind them, they know they work.
RECOMMENDATIONS

The particular survey conducted is been

conducted at a very small scale, so the
further recommendations for this is that,
it can be performed at larger scale and
ratio between females and males; and
between different age groups need to be
calculated, as different gender and people
of different age groups can have different
thought processes for the same.
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