INTERNATIONAL CONFERENCEOn

“Social,Technological and Economic Paradigms of Management and its Impact on Global Business Scenario”

Organised By School of Management and Social Science,HALDIA INSTITUTE OF TECHNOLOGY

Online Retail Marketing

Opportunities in India

A research study

PRESENTED BY:- RAJEEV RANJAN SINGH SABIR KHAN

Online Marketing is the art and science of selling products and/or services over digital networks, such as the Internet and cellular phone networks.

Introduction

E-commerce Online Advertising Search Engine Marketing Email Marketing Social Media Marketing Article Marketing

Types of Online Marketing

Retailing via E-commerce for global expansion

India

Increased sales Branding of its product Sale through multiple channels Product preparation and courier services by e-

commerce portal Maintenance of inventory to be sold online is

managed by e-commerce portals

Advantages for manufacturer for using online portal to sell their goods

Inventory managing Delivery issues Customer are duped Cultural mindset Popularized Cyber crime COD (cash on delivery)

Present problem in online retail marketing in India

COD in India

Consumers expect the returns process to be seamless and convenient.

Free door-to-door shipping is commonplace.

Consumers have been trained to expect low prices.

Specific demands of consumers in India

Customer Profile

The huge gap between the retail setup between India and other developed countries.

Internet penetration rate of 7.1% in India is one of the highest in world and we have one of the highest numbers of Internet users in absolute terms. India is considered as one of the prominent IT hubs in the world but, all these have somehow not translated into positives in the retail space.

Retail industry in India stands at $390 billion and organized retail is fast catching up.

Opportunities in India

Recommendations

As we came to know after researching on this topic it can be recommend that, the online sellers have to make their payment transparent, and as people are coming on their sites and they are buying their products , so retailers have to give more discounts to their customers so that they can visit again and again to their site , and it also helps to make people more aware about the low risk shopping of the net. Following implications should be followed:-

1. Discount prices 2. A transfer and reliable retailer 3. Fast transactions 4. Focus on customer satisfaction

Conclusion Increased Internet penetration, a hassle free shopping environment and high levels of Netsaviness see more and more Indians shopping online. But at the same time the companies need to reduce the risks related to consumer incompetence by tactics such as making purchase websites easier to navigate, and introducing Internet kiosk, computers and other aids in stores. The goal is not to convert all shoppers to online purchasing, but to show them it is an option. Thus, the online retailing raises more issues than the benefits it currently offers. The quality of products offered online and procedures for service delivery are yet to be standardized. Till the same is done, the buyer is at a higher risk of frauds.

References A.T.Kearney, Inc. (2004), Emerging Priorities for Global Retailers,Chicago: A.T.Kearney, Inc. Marketing and Communications.

Briesch, Richard A., Pradeep K. Chintagunta, Edward J. Fox (2005), “Assortment, Price, and Convenience: Modeling the Determinants of Grocery Store Choice,” Working paper. Dallas, TX: Southern Methodist University. Food Marketing Institute (2002), Trends – Consumer Attitudes and the Supermarket, Washington DC: Food Marketing Institute.