Global Market Research Report :Online marketing in india 2014 - Sample

Online Marketing in India

April 2014

2ONLINE MARKETING IN INDIA 2014.PPT

Executive Summary

Market

Online marketing is experiencing a high adoption rate and is slated to grow at rate of a1% y-o-y

There are predominantly a2 types of online marketing which have exclusive tools developed for their success

Drivers & Challenges

Competitive Landscape

Drivers– Large domestic Internet user base– Positive consumer behavior & patterns

towards online media – Growing proliferation of Internet on

mobile devices– Volatile economic conditions– Lateral shift from traditional advertising

towards Internet marketing– Large Expatriate Population

Challenges

– Lack of trust in Internet advertising

– Literacy and language barriers

– Shortage of skilled personnel

Trends

Advent of mobile marketingContent marketing emerges as the new

buzzwordVisual content slated to take new shape

Local online marketing spreads wings

Online marketing evolving as new stream of study

Major Players

Player A Player B Player C

Player D Player E Player F

3

•Macro Economic Indicators

•Introduction

•Market Overview

•Online Marketing Types

•Online Marketing Tools

•Drivers & Challenges

•Trends

•Competitive Landscape

•Strategic Insights

•Appendix

ONLINE MARKETING IN INDIA 2014.PPT

4

SAMPLE Economic Indicators (1/3)

GDP at Factor Cost: Quarterly

Inflation Rate: Monthly

0.0

0.2

0.4

0.6

0.8

1.0

%

Dec 20-- - Jan 20--

E

Nov 20-- - Dec 20--

D

Oct 20-- - Nov 20--

C

Sep 20-- - Oct 20--

B

Aug 20-- - Sep 20--

A


Q3

d3c3b3

INR tn

Q4

c4b4

a3

Q2

d2

a4c2b2

a2

Q1

d1c1

b1

a1

20-- - --20-- - --20-- - --20-- - --

5

Internet marketing is being hailed as a powerful force that is required for businesses who opt for global expansion

Online Marketing – Global Overview

• As Internet has opened up a whole new world of marketing possibilities, Internet marketing has constantly

been evolving with rising opportunities for visibility and growth

• An increasing number of companies are allocating a considerable portion of their marketing budget for online

advertising

• One of the primary reasons for its fast adoption lies in ease of being able to track online advertising campaigns

• Emerging markets such as Brazil, Russia, India and China are poised for economic growth and businesses are

eager to penetrate these markets which requires a mastery of online marketing

Online Ad Spending – Global Growth by Region

g1f1

e1

d1

c1

b1

Region 4 Region 6

Region 5Region 3

Region 2

Region 1

e2

d2f2g2

b2

c2

20-- 20--

b3

g3

f3e3

d3

c3

20--

b4

g4

f4e4

c4

d4

20--


6

Online marketing is already ahead of radio and is slated to outspace outdoor advertising in the ensuing years

Online Marketing – India Overview (1/2) Market Size and Growth

• In India, more and more businesses are opting for

online marketing as their preferred mode of

marketing for their products and services

• A dominant reason for its adoption is it being a

cheaper and more effective way of marketing as also

being a guaranteed method of advertisement

• Small and midsize businesses are also using internet

as a potential medium to generate more qualified

leads and sales

• Facebook has emerged as a display advertising

solution and thereby serves as a different marketing

channel

• Presently, companies are ramping up their efforts in

order to educate SMEs regarding the power of online

advertising

• A primary advantage of using online marketing lies in

the fact that it helps in tracking Return on Investment

(ROI) till the very last unit of money spent in

marketing

20--

n

20--

m

20--

INR bn

r

20--

q

20--

p

20--

s

o

x1

Online Marketing

x2


Share of Online Marketing in Overall Advertising Sector

20-- 20--

7

SAMPLE A snapshot that shows how much social media marketing gets translated into ROI

Try new things based on friends’ suggestions and then

making a purchase

Encourage friends to try new products

Stay more in touch with the brands one likes

Share any negative experience with brands or products

Do not buy certain products because one learnt of a

negative customer experience

How does

social

media

influence

users help

in

recommen

ding and

eventual

purchasing

?

~c2%

~c1%

More than c3%

~c4%

~c5%

• Continuous engagement with a brand through its social channels helps in translation into monetization and advocacy

• A successful approach towards monetizing one’s social channel presence leads to measurable business benefits including collection of high-quality leads, lead conversion to sales, purchasing behavior, account retention

Social Media Marketing (3/3)


8

SAMPLE Search Engine Marketing –India Snapshot (2/2)

y1

y2

y3

y4

Internet users depending on search engine for requirement of information

y5

y6

Users not finding what they are searching on Internet and going away

y7y8

Internet Users who opt for Search Engines as the 1st step to look for a product

Purchases made online through sites that are listed on search engine result lists


9

SAMPLE Social media marketing tools help in putting forward this concept in …

Social Media Marketing Tools (1/3)

Some forms of social media marketing materials

• Social media marketing has gradually emerged as one of the most potential platforms to promote products on an online medium

• It is mostly conducted on more popular platforms in the likes of Facebook, Twitter and YouTube and managing social networking sites can be daunting This creates the need for effective tools that can ease the burden of sifting through numerous comments, questions and

inquiries• There are multifarious tools that cater to specific functions in the likes of analytics, scheduling posts and

filtering through content

z1

• Google’s more than 90 mn users and 1 bn business pages have instilled interest among a lot of

marketers

• This interest have culminated into a need to remain visible on Google search and has rendered

Google+ as a potential social media marketing tool

z2 • As a social media tool, blogs are known to support purchase processes at every step

• Blogs also help in providing content that feed social media as also support search optimization


10

SAMPLE Drivers & Challenges – Summary

Drivers

Large Domestic Internet base

Positive consumer behavior & patterns towards online media

Growing proliferation of Internet on mobile

Volatile economic conditions

Lateral shift from traditional advertising towards Internet marketing

Large Expatriate Population

Challenges

Lack of trust in Internet advertising

Literacy and language barriers

Shortage of skilled professionals


11

SAMPLE

`

Advent of mobile marketing

Content marketing emerges as the new buzzword

Visual content slated to take new shape

Trends – Summary

Key Trends

Online marketing evolving as new stream of study

Local online marketing spreads wings


12

SAMPLE Key Ratios of Top 3 Companies – Operational Basis (FY 20--) (1/3)

Competitive Benchmarking (1/4)

-30

-20

-10

0

10p1

Player B Player C

q2p2

q3

Player A

q1

% Net MarginOperating Margin

• X

• X


13

SAMPLE

Key People

Products and Services

Company Information Offices and Centres – India

Registered Address xx

Tel No. xx

Website xx

Year of Incorporation xx

Name Designation

Registered Address

Place

Category Products/Services

Services xx

Private: Domestic Company – Player A (1/5)


14

SAMPLE Shareholders of the Company Ownership Structure

Note: Shareholding pattern as on AGM dated 29th Aug 2012

100.00%

r1

Name No. of Shares held

Total



15

SAMPLE Financial Snapshot Key Ratios

Financial Summary

Particulars y-o-y change (20-- -

--)20-- 20--

Profitability RatiosOperating Margin 6.94 0.59% -6.35%

Net Margin 6.79 0.48% -6.31%

Profit Before Tax Margin 6.92 0.61% -6.31%

Return on Equity -109.57 -14.82% 94.75%

Return on Capital Employed -271.78 -52.03% 219.75%

Return on Working Capital -257.40 -37.65% 219.75%

Return on Assets 59.43 2.85% -56.58%

Return on Fixed Assets N.A. 136.25% N.A.

Cost RatiosOperating costs (% of Sales) -6.94 99.41% 106.35%

Administration costs (% of Sales) N.A. N.A. N.A.

Interest costs (% of Sales) N.A. N.A. N.A.

Liquidity RatiosCurrent Ratio 16.73% 0.93 0.80

Cash Ratio N.A. 0.17 N.A.

Leverage RatiosDebt to Equity Ratio -14.82% -0.65 -0.57

Debt to Capital Ratio -42.33% -1.86 -1.30

Interest Coverage Ratio N.A. N.A. N.A.

Efficiency RatiosFixed Asset Turnover N.A. 230.26 N.A.

Asset Turnover -45.98% 4.81 8.91

Current Asset Turnover -44.83% 4.91 8.91

Working Capital Turnover -83.95% -63.63 -34.59

Capital Employed Turnover -105.06% -30.78 -15.01

Improved Decline

Net Profit/Loss

Total Income

INR mn

-1

-3

INR mn1

0

20--

np

20--

mo

• Company incurred a net profit of INR - mn in FY 20--, as compared to net loss of INR - mn in FY 20--

• It reported total income of INR - mn in FY 20--, registering a decrease of i% over FY 20--

• Earned an operating margin of j% in FY 20--, an increase of - percentage points over FY 20--

• The company reported a debt to equity ratio of k% in FY 20--, a decrease of l% over FY 20--



16

SAMPLE Key Recent Developments

Description News

Overview

• Is a full service Google authorized Internet marketing concern which works towards

enhancing online presence through most effective Internet strategies

• Boasts of having a rich experience in a varied array of business verticals spanning across s,

t, u, v, w, x

Solutions

• Its plethora of services include e, f, g, h, i

• Some of its clients include HDFC Bank, State Bank of India, IDBI Bank, American Express,

Supertech, Vipul, Investors Clinic, Sobha and others

• Boasts of having gained the trust of brands in the likes of Filmfare, UTV, Bajaj, Reliance,

Campus, Galgotias University, WWF and others

Miscellaneous

• Has the vision of abiding to 3 T’s namely transparency, targeting and tracking

• - is the online marketing partner of k, an online flower and gift delivery portal



17

SAMPLE Private: Domestic Company – Player A – SWOT Analysis (5/5)

• xx • xx

• xx• xx

TO

WS


18

SAMPLE Strategic Insights (1/4)

Insight 1

• X

• X

• X

• X


19

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Global Market Research Report :Online marketing in india 2014 - Sample