Stp Of Website-suman Chatter Jee

ILEX MEDIA SOLUTION PVT LTD

Summer Training On STP OF WEBSITE Prepared by Suman Chatterjee MBA (2008-2010) Roll No: B/08/74 Reg. No: 0806281090 Mr. D. S. Senapati (Internal Guide) Mr. Animesh Mohapatra (External Guide)

Institute of Professional Studies & Research (IPSAR)

iLEX Media Solution Pvt. Ltd

DECLARATION

I do hereby indemnify my research work to be authentic and original in all respects of the process carried out in this project under any evitable circumstances, if my project could be scrutinized and screened which evades of copying; I am liable for any demarcation /variation of marks Whatsoever my guide of this project deems fit.

Suman Chatterjee Institute of Professional Studies & Research (IPSAR)

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iLEX Media Solution Pvt. Ltd

ACKNOWLEDGEMENT

I would like to heart fully acknowledge my gratitude and thanks to all the panelists who took active part in accomplishing my project. To begin with, I would like to acknowledge my sincere thanks to Mr. Anemesh Mohapatra (Manager) for providing me the opportunity to do my summer training in iLEX Media Solutions Pvt. Ltd. My heartfelt gratitude also goes to my Company guide Mr.Anemesh Mohapatra who initiated a midas touch to all the queries and actually made the project possible by edge. Thankfulness by its expression perhaps could not be compiled in a couplet and mentioning all could be a recluse, yet I cannot wind up without the few without whom this acknowledgement note would not be justified.

Suman Chatterjee Institute of Professional Studies & Research (IPSAR)

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ABSTRACT

Title of the project:

“STP OF WEBSITE”.

Name of the Organization: iLEX Media Solutions Pvt. Ltd. Name of the Institute:

Institute of Professional Studies & Research (IPSAR)

Name of the guide: Internal:

Mr. D. S. Senapati

External:

Mr. Animesh Mohapatra (Manager) iLEX Media Solutions Pvt. Ltd.

Project Period:

29th June 09 TO 15th Aug 09

Major objective of the study:
To know the market condition of the product.
Elicit information for implementation of strategy for each segment.
Proper representation of the market.
Finding out the potential customer / segment.
To give an information of hierarchy of preference.
To find out which area / segment is beneficial for company.
To find out the market segment in which there may be demand for the service in near future?

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Methodology:

The study was qualitative in nature and based primarily on consumers opinion survey.

Data source:

Primary & Secondary.

Research Approach:

Descriptive Data (Survey Data & Observational & other data)

Research instruments:

Well structured questionnaires comprising of Open and close ended questions.

Sampling plan:

All respondents surveyed were selected in Random order and the same were taken from Cuttack.

Major findings:
A direct analysis proves that a great percentage of people are aware of websites but people’s perception about this is not to the expectation.
It is found that newspapers & internet as a medium of advertisement, friends &relatives & promotion procures a higher percentage in influencing a brain work in deciding factors.
It is seen that a higher class people prefer website designing and website creation as it creates a status level to their organization and fastest way to reach the customers.
It is also seen that SME’s are now preferring website creation & designing
It is also found that people are still very reluctant to accept modernism and like to continue with the conventional methodology of advertising.
Many people from higher class also interested in creating personal website to create a higher status in the society.

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Suggestions & recommendations:
The service is not present in all the sectors significantly. So there is plenty of opportunity for the website companies.
Many organizations are present in the market but most of them are franchise or branches. So there much difficulty arises regarding website survey.
There are many potential customers are there in the market. So the website companies can establish their market in Cuttack.
Many of the customers didn’t know the concept & benefits of website. So the major thing is to provide information and logic behind the website service.
Many wrong interpretations are there in the market like website fraud, spam, and greater influence of IT sector over website service. These wrong interpretations should diminished by every website companies.

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CONTENTS

Certificate Declaration Acknowledgement Abstract 1.1: Industry Profile iLEX Media solutions ---A profile of the Company CHAPTER - 1 INTRODUCTION

CHAPTER - 2 METHODOLOGY

CHAPTER - 3 ANALYSIS & FINDINGS

CHAPTER - 4 APPENDICES

1.2: Segmentation, Targeting & Positioning 1.3: website --- A brief 1.4: Objective, scopes & limitations 2.1 Research Methodology 2.2 Methods of collecting data

3.1- Quantification of organizations in different industries who are

aaahaving website 3.2- Analysis of those sectors who are having Website 3.3- Analysis of those sectors who don’t have Website

4.1 CONCLUSION 4.2 RECOMMENDATION Questionnaires Bibliography

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CHAPTER -1 INTRODUCTION

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1.1 COMPANY iLEX is a professional services firm that helps companies to leverage strategy, analytics and technology to make better decisions. We specialize in identifying high impact problems and opportunities where we can generate quick results, creating immediate and lasting value. We use our strong base of research, analytical thinking and endless pursuit for creativity and innovation, to develop solutions for our clients.

Our Focus Areas Research and Advisory Industry Research Service iLEX's Industry Research Service (IRS) provides comprehensive analyses of various industries & their dynamics towards assessing the growth potential and profitability in the broad regulatory & policy environment. Our services highlight specific aspects of the industry in detail, bound by the overall objective of assessing the industry's attractiveness:







Industry Structure Regulatory & Policy Environment Demand & Supply Dynamics Competition Analysis Risk & Financial Analysis Strategic Implication & Outlook

Customized Research Services The Advisory team from iLEX works with Industry Associations, Government agencies, Advisory firms and corporate to provide solutions to sector specific, business driven, and company specific research questions. iLEX deploys an integrated analysis framework built on the triad of economic research, financial analysis and sector expertise, and employs primary & secondary sources to substantiate and validate the research hypothesis. The broad areas under Customized Research Solutions are:







Growth & Demand Assessment Market Penetration Strategy Market Development Strategy Product Development Strategy Diversification Strategy Competitive & Strategic Benchmarking

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Small and Medium Enterprises (SME) Business Advisory Services The SME Advisory Services (SMEAS) leverages iLEX longstanding experience of working with SMEAS to provide them an integrated solution offering. SMEAS provides assistance to SME businesses across their life cycle - from the point of idea generation to facilitating funding for new products, and for businesses and related or unrelated business diversifications.








SME Training and Development Process Improvement Financial Benchmarking Cost Reduction Business Plan Preparation Project Risk Assessment Valuation and Funding Support

Education and Training Project Management and Implementation From strategy to implementation to maintenance on a per project basis or as a fulltime member of your team, regardless of your needs, ILEX can help you throughout your full project lifecycle with consulting services designed specifically to suit your needs and requirements.










University Affiliation New course launch Course feasibility Study Process Improvement Corporate relationship Management Vision Development Alumni Development Program Admissions/ Enrollment Management Studies Awareness and Image Studies

Technology based Skill Development The Skill shortage in India showcases an opportunity to create innovative and sustainable models for academia and industry. iLEX designs and deploys solutions to develop students into a ready to use manpower for industries. From infrastructure, resource utilization to capacity building, we undertake all projects concerned with Skill Development Programmes.
University and College Portals

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Educator Tools and Course Plans Training and Support College Management Systems Skill Development Programmes E-learning Services Online Admission Systems Industry Academia Interactions Academics Optimization College Management System Alumni Management System Faculty Management System Result Management System Placement Management System

Research Services As the higher education market becomes more complex and more competitive, colleges and universities have an increasing need for current, in-depth information about their stakeholders and students. iLEX offers a variety of research solutions that can help institutions of higher education develop plans and programs which respond to student needs, position themselves to attract the students they want, and to keep graduates as active alumni. We provide comprehensive, easy-to-use research and educational solutions to power highend research, K-12 learning, and increase student achievement at all levels.







Alumni/ Development Studies Admissions/ Enrollment Management Studies Government Proposal Writing Awareness and Image Studies Employer Surveys Satisfaction Surveys

Technology led Brand Development iLEX creates innovative ideas, builds brand names around it, and manages the platforms enabling entertainment, information, trading opportunities around them. We work towards building communities and enhancing participation opportunities in various mediums of communication. The guiding principles in our ideas revolve around following factors;





Building Digital Subscriber Base Growing Internet Businesses Maintaining Local Approach Providing Quality Service

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Board of Directors & Advisory Dr Sanjay Seth Dr Sanjay is an Associate Professor at the Graduate School of Business Science, Tsukuba University besides doing MR consulting support work for research agencies around the world. He has vast experience in the area of customer loyalty related modeling for American financial companies, auto makers etc. Prof Jagpal Singh Former Senior Scientific Officer and Scientific Officer at IIT-Delhi. He has published 60 research papers and has developed economic concepts, development plans for India. C Sendil Meiyappan Sendil has earlier worked in Business Consulting with Deutsche Post World Net in Germany. Prior to his Post Graduation, he had worked for 3.5 years with Henkel-Spic India Ltd in Brand Management and Supply Chain. Sendil holds a Bachelors degree in Commerce & a Post graduate Diploma in Marketing Management from Loyola college, Chennai and did his MBA from SDA Bocconi School of Management, Milan, Italy Management Team Sanjay Jadhav Sanjay brings experience of 16 years in corporate Companies in Institutional design, Public Policy. He has expertise in taxes, Economics of Infrastructure/ Service Industry. Sanjay is B Tech (Mechanical Engineering) from IIT-Bombay and MBA (Operations Management) from IIT- Kanpur. Sumit Kanu Sumit has consulting experience with Indian/ international corporate houses like in the field of concept planning, retail roll outs, organizational structure planning, consumer/market research and business development. Sumit is B.E. (Industrial and Production Engineering) from Delhi College of Engineering. Manish Prasad Manish has advised several large financial services clients in USA. His primary areas of expertise are IT infrastructure strategy and management of corporate IT functions. Manish holds a B.E. in Electronics Engineering from the Delhi College of Engineering, India and an MBA from the Wright State University, USA.

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Products Vaktvya Vaktvya serves the online data collection needs of the companies in various industries and help companies by gathering consumer feedback. With Vaktvya we provide consumers with the ability to voice their opinions by participating in online research surveys and focus groups. We also provide Industry Sector Insights and Innovative Research Solutions to many leading companies across the world. For more details<www.vaktvya.com>

I-Network I-Network empowers organizations to increase their employee engagements and customer loyalty by providing result oriented instruments. It provides an integrated human resource solution for the companies. We use I-Network to provide our client companies with the data to enhance organizational effectiveness. For more details<>

Nri Voice This networking and communication application offers a platform to Nri’s to voice their opinion and concerns regarding Indian scenarios. Ilex team conceptualized, developed and deployed the technology interface for its client. For more details <www.nrivoice.org>

Gyantaru Gyantaru is an integrated platform that offers the best e-learning contents, quality teachers, flexible quizzes and innovative study groups at just one place. For more details<www.gyantaru.com>

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Partners Ilex has been fortunate to associate itself with various eminent bodies of great repute and credibility at such a nascent stage of inception. We constantly endeavor to strive hard in shaping a better future. • • • • • •

Bharat Shodh ICHA Leaff Foundation Golden Arch Skill Development Alliance Citizen’s commission

Clients • • • • • • • • • •

Bharat Shodh National Rainfed Area Authority Educomp Solutions Ltd MDI Gurgaon Indian Confederation of Healthcare Accreditation Pragya Educom Government of Uttarakhand Boss Group (Poland) Indian News Feature Agency(A PIB Member) Golden Arch International

Contact Details Corporate Office 2nd floor, A-66 Sector 65, Noida Uttar Pradesh 201307 Ph- 0120 4232516 Email: [email protected]

Overseas Offices USA 56 Hillcrest Street Waltham, MA 02451 Contact Number +1-937-232-2669

Branch Offices Dehradun B-201 Doon Paradize Apartment Near Osho Gallary Dehradun - 248001

London Office Langton Close, Gray’s Inn Road Wren Street, London, UK WC1X0HD Ph +44 7887790947 Japan Office 1-5-8-509, Sailer Komatsugawa, Edogawa Ku Tokyo (Japan) 132002 Ph- +81-80-3311-4179

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1.2 MARKET SEGMENTATION, TARGETING AND POSITIONING MARKET SEGMENTATION INTRODUCTION The market for any product is normally made up of several segments. A ‘market’ after all is the aggregate of consumers of a given product. And, consumer (the end user), who makes a market, are of varying characteristics and buying behavior. There are different factors contributing for varying mind set of consumers. It is thus natural that many differing segments occur within a market. In order to capture this heterogeneous market for any product, marketers usually divide or disintegrate the market into a number of sub-markets/segments and the process is known as market segmentation. Thus we can say that market segmentation is the segmentation of markets into homogenous groups of customers, each of them reacting differently to promotion, communication, pricing and other variables of the marketing mix. Market segments should be formed in that way that difference between buyers within each segment is as small as possible. Thus, every segment can be addressed with an individually targeted marketing mix. The importance of market segmentation results from the fact that the buyers of a product or a service are no homogenous group. Actually, every buyer has individual needs, preferences, resources and behaviors. Since it is virtually impossible to cater for every customer’s individual characteristics, marketers group customers to market segments by variables they have in common. These common characteristics allow developing a standardized marketing mix for all customers in this segment. Through segmentation, the marketer can look at the differences among the customer groups and decide on appropriate strategies/offers for each group. This is precisely why some marketing gurus/experts have described segmentation as a strategy of dividing the markets for conquering them. MARKETING STRATEGY AND MARKET SEGMENTATION When it comes to marketing strategies, most people spontaneously think about the 4P (Product, Price, Place, Promotion) – Maybe extended by three more Ps for marketing services (People, Processes, Physical Evidence). Market segmentation and the identification of target markets, however, are an important element of each marketing strategy. They are the basis for determining any particular marketing mix. Basic steps in marketing strategy are as follows:-

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IDENTIFICATION OF TARGET MARKETS

MARKET SEGMENTATION 1.

2.

Identification of customers needs & market segments.

3.

Develop profiles of resulting market segments

Evaluation of attractively of each segment.

4.

Selection of target segments.

MARKET PLANNING 7.

POSITIONING

Development of a marketing mix for each segment according to the chosen position.

5.

Identification of differential advantages in each segment.

6.

Selection of target segments.

ATTRIBUTES OF EFFECTIVE SEGMENTATION Market segmentation is resorted to for achieving certain practical purpose. For example, it has to be useful in developing and implementing effective and practical marketing programmes. For this to happen, the segments arrived at must meet certain criteria such:a) Identifiable: The differentiating attributes of the segments must be measurable so that they can be identified. b) Accessible: The segments must be reachable through communication and distribution channels. c) Sizeable: The segments should be sufficiently large to justify the resources required to target them. A very small segment may not serve commercial exploitation.

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d) Profitable: There is no use in locating segments that are sizeable but not profitable. e) Unique needs: To justify separate offerings, the segments must respond differently to the different marketing mixes. f) Durable: The segments should be relatively stable to minimize the cost of frequent changes. g) Measurable: The potential of the segments as well as the effect of a specific marketing mix on them should be measurable. h) Compatible: Segments must be compatible with firm’s resources and capabilities.

REASONS FOR MARKET SEGMENTATION 1. Facilitates proper choice of target marketing 2. Higher Profits 3. Facilitates tapping of the market, adapting the offer to the target 4. Stimulating Innovation 5. Makes the marketing effort more efficient and economic 6. Benefits the customer as well 7. Sustainable customer relationships in all phases of customer life cycle 8. Targeted communication 9. Higher market Shares BASES FOR SEGMENTATION Markets can be segmented using several relevant bases. There is huge number of variables which leads to market segmentation. They comprise easy to determine demographic factors as well as variables on user behavior or customer preferences. Segmentation is done for consumer market and industrial market. Bases for segmentation in consumer market Consumer market can be segmented on the following customer characteristics 1. Geographic Segmentation: Segmentation of customers based on geographic factors are; •

Region Factor

•

Population Density Factor

•

Size Factor

•

Climate Factor

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2. Demographic Segmentation: Segmentation of customers based on demographic factors are; •

Age

•

Purchasing power

•

Occupation

•

Gender

•

Family size

•

Family life cycle

•

Nationality

•

Religion

. 3. Psychographic Segmentation: Psychographic Segmentation includes variables such as; •

Activities

•

Interests.

•

Attitudes.

•

Values.

•

Opinions.

4. Behaviouralistic Segmentation: Variables of buyer behavior are; •

Benefit sought

•

Usage rate

•

User status

•

Readiness to buy

•

Occasion

•

Attitude toward offering

•

Brand Loyalty

ADVANTAGES OF MARKET SEGMENTATION 1. Helps distinguish one customer group from another within a given market. 2. Facilitates proper choice of target market. 3. Facilitates effective tapping of the market. 4. Helps divide the markets and conquer them.

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5. Helps crystallize the needs of the target buyers and elicit more predictable responses from them; helps develop marketing programmes on a more predictable base; helps develop market offer that are most suited to each group. 6. Helps achieve the specialization required in product; distribution, promotion, and pricing for matching the customer group and develop marketing offers and appeal that match the need of each group. 7. Makes the marketing effort more efficient and economic. 8. Helps concentrate efforts on the most productive and profitable segment, instead of frittering them over irrelevant, or unproductive, or unprofitable segment. 9. Helps spot the less satisfied segments and succeed by satisfying such segments. 10. Brings benefits not only to the marketer but also to the customer as well. 11. When segmentation attains high sophistication, customers and companies can choose each other and stay together.

MARKET TARGETING INTRODUCTION There was a time when finding the best customers were like throwing darts in the dark. Target marketing changed all that...Today's savvy marketers know that finding their best prospects and customers hinges on well thought out targeted marketing strategies. Defining a target market requires market segmentation, the process of pulling apart the entire market as a whole and separating it into manageable, disparate units based on demographics. Target market is a business term meaning the market segment to which a particular good or service is marketed. It is mainly defined by age, gender, geography, socioeconomic grouping, or any other combination of demographics. It is generally studied and mapped by an organization through lists and reports containing demographic information that may have an effect on the marketing of key products or services. Target Marketing involves breaking a market into segments and then concentrating your marketing efforts on one or a few key segments. Target marketing can be the key to a small business’s success. The beauty of target marketing is that it makes the promotion, pricing and distribution of your products and/or services easier and more cost-effective. Target marketing provides a focus to all of your marketing activities. Market targeting simply means choosing one’s target market. It needs to be clarified at the onset that marketing targeting is not synonymous with market segmentation. Segmentation is actually the prelude to target market selection. One has to carry out several tasks beside segmentation before choosing the target market.

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Through segmentation, a firm divides the market into many segments. But all these segments need not form its target market. Target market signifies only those segments that it wants to adopt as its market. A selection is thus involved in it. In choosing target market, a firm basically carries out an evaluation of the various segments and selects those segments that are most appropriate to it. As we know that the segments must be relevant, accessible, sizable and profitable. The evaluation of the different segments has to be actually based on these criteria and only on the basis of such an evaluation should the target segments be selected. PROCESS OF CHOOSING THE TARGET MARKET
Choosing the target market is related to, but not synonymous with, market segmentation.
Segmentation is the means or the tool; choosing the target market is the purpose.
Segmentation can also be viewed as the prelude to target market selection.
Choosing the target market usually follows multi-level segmentation using different bases.
Choosing the target market involves several other tasks in addition to segmentation.
Looking at each segment as a distinct marketing opportunity.
Evaluating the worth of each segment (sales/profit potential).
Evaluating whether the segment is: • • • • • • •

Distinguishable. Measurable. Sizable. Accessible. Growing. Profitable. Compatible with the firm’s resources.


Examining whether it is better to choose the whole market, or the only a few segment, and deciding which ones should be chosen.
Looking for segments, which are relatively less satisfied by the current offers in the market from competing brands?
Checking out if the firm has the differential advantage / distinctive capability for serving the selected segments.
Evaluating the firm’s resources and checking whether it is possible to put in the marketing programmes required for capturing the spotted segments with those resources.
Finally selecting those segments that are most appropriate for the firm.

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FACTORS TO BE CONSIDERED WHILE TARGET MARKET SELECTION Target marketing tailors a marketing mix for one or more segments identified by market segmentation. Target marketing contrasts with mass marketing, which offers a single product to the entire market. Two important factors to consider when selecting a target market segment are the attractiveness of the segment and the fit between the segment and the firm's objectives, resources, and capabilities.  Attractiveness of a Market Segment  Suitability of Market Segments to the Firm TARGET MARKET STRATEGIES There are several different target-market strategies that may be followed. Targeting strategies usually can be categorized as one of the following:     

Single-segment strategy Selective specialization Product specialization Market specialization Full market coverage

DECISIONS INVOLVED IN TARGETING STRATEGY INCLUDE;  Which segments to targeting?  How many products to offer.  Which products to offer in which segments. TARGETING STRATEGY DECISIONS ARE INFLUENCED BY:    

Market maturity. Diversity of buyers' needs and preferences. Strength of the competition. The volume of sales required for profitability.

DECIDING THE SIZE OF TARGET MARKET After selecting the target market it is important for marketers to decide the size of the target market. Is the target market large enough to sustain a business which will provide products or services to them? A target market has to be of at least a minimum size to be viable. Suppose a firm chooses food processing and food packaging as its target market. In fact, they might be too large, and it might be wise to find a niche within those target markets. Therefore,

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the firm must then focus on a particular type of food market, such as a food production firm who wants to package its products for selling. Thus by targeting its product for its targeted market, the firm can decide its size on the basis of it. RESULTS OF WRONG TARGETING STRATEGY Ineffective augmentation and targeting led to wrong product offers, inappropriate marketing appeals, wrong pricing, and overemphasis on the brand name. No firm can offer single product to satisfy the entire segment. For example, in Indian market many MNCs offered single product to the entire segment. The offer did not suit middle class as such. They suited only the premium segment. Naturally, the firms were unable to gather worthwhile volumes. As the firm did not target those segments and as they failed to make product offers that were appropriate for them, the end result was poor. For this reason firms like Reebok, Ray-ban, and Levi did not showed satisfactory result for quite some time in Indian market while they were very successful in the western markets. Thus the choice of target marketing for a given industry can decide the fate of the industry in the market. This is because firms differ in their competencies, resources, objectives, and strategies.

POSITIONING INTRODUCTION Positioning is a concept in marketing which was first popularized by Al Ries and Jack Trout in their bestseller book “Positioning – a battle for your mind". According to them ‘Positioning is what you do to mind of the prospect’. They iterate that any brand is valued by the perception it carries in the prospect or customer's mind. Each brand has thus to be 'Positioned' in a particular class or segment. Example: Mercedes is positioned for luxury segment, Volvo is positioned for safety. The position of a product is the sum of those attributes normally ascribed to it by the consumers – its standing, its quality, the type of people who use it, its strengths, its weaknesses, any other unusual or memorable characteristics it may possess, its price and the value it represents. Although there are different definitions of Positioning, probably the most common is: "A product's position is how potential buyers see the product", and is expressed relative to the position of competitors. Positioning is a platform for the brand. It facilitates the brand to get through to the mind of the target consumer. The position of the brand has thus to be carefully maintained and managed. Example: when Malboro cut down its prices, its sales dropped immediately, as it began being associated with the generic segment. Watches like Rolex are positioned as luxury segment watches, thus they being one of the most expensive have become a symbol for accomplishment in life. If Rolex reduces its prices, it loses its perceived image and hence is in danger of losing its customers. This differs slightly from the context in which the term was first published in 1969

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by Al Ries and Jack Trout in the paper Positioning" is a game people play in today’s me-too market place" in the publication. POSITIONING CONCEPTS  Functional positions
Solve problems.
Provide benefits to customers.
Get favorable perception by investors (stock profile) and lenders.  Symbolic positions





Self-image enhancement. Ego identification. Belongingness and social meaningfulness. Affective fulfillment.

 Experiential positions
Provide sensory stimulation.
Provide cognitive stimulation. APPROACHES OF POSITIONING The main positioning strategy is to either developing or reinforcing a particular image for the brand in the mind of the customer. The main approaches to positioning strategy are:      

Customer benefits approach. The price-quality approach. The use or application approach. The product user approach. The product class approach. The cultural symbol approach. The competitor approach.

DIFFERENT POSITIONING PLANKS / BASES      

Economy Benefit Gender Luxury and exclusiveness Fashion for elite class Technology and value added features

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STEPS FOR POSITIONING A PRODUCT Dibb et al recommend the following steps for determining and implementing the positioning of a product. Although they focus on new product development, these steps are applicable to a relaunch with new features or for a repositioning of an existing product too. Define the segments in a particular market. Decide which segments to target. Understand what the target consumers expect and believe to be the most important considerations when deciding on the purchase. Develop a product (or products) that cater specifically for these needs and expectations. Evaluate the positioning and images, as perceived by the target customers, of competing products in the selected market segments. Evaluate the market leader’s position; leading brand that occupies a special position in the consumer‘s mind (Cadbury’s in chocolates); other brands have to necessary relate themselves in some way to the leaders position; they cannot ignore the position of the leader, nor wish it away. Select an image that sets the product apart from the competing products, thus ensuring that the chosen image matches the aspirations of the target customers. Inform target customers about the product (promotion). CRITERIA’S FOR SUCCESSFUL POSITIONING Clarity: - While positioning its brand the firm must be able to position itself in both distinct value, proposition, and to its target audience. Consistency: - Consistency in positioning means keeping the positioning plank/bases intact for longtime. Planks should be carefully chosen while positioning. But it does not mean that the firm must change its positioning bases even though its survival is at stake. The firm must be flexible to the changing environment. Credibility: - The firm must deliver trustworthy and believable value proposition. There should be perfect match between promise and action. Competitiveness: - For surviving in this competitive and changing environment innovative resources, talent pool, competitive advantage, strong financial backup etc are very important.

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1.3 Website A website (or web site) is a collection of related web pages, images, videos or other digital assets that are addressed with a common domain name or IP address in an Internet Protocol-based network. A web site is hosted on at least one web server, accessible via the Internet or a private local area network. A web page is a document, typically written in plain text interspersed with formatting instructions of Hypertext Markup Language (HTML, XHTML). A web page may incorporate elements from other web sites with suitable markup anchors. Web pages are accessed and transported with the Hypertext Transfer Protocol (HTTP), which may optionally employ encryption (HTTP Secure, HTTPS) to provide security and privacy for the user of the web page content. The user's application, often a web browser, renders the page content according to its HTML markup instructions onto a display terminal. The pages of a web site can usually be accessed from a simple Uniform Resource Locator (URL) called the homepage. The URLs of the pages organize them into a hierarchy, although hyper linking between them conveys the reader's perceived site structure and guides the reader's navigation of the site. Some web sites require a subscription to access some or all of their content. Examples of subscription sites include many business sites, parts of many news sites, academic journal sites, gaming sites, message boards, web-based e-mail, services, social networking web sites, and sites providing real-time stock market data.

History The World Wide Web was created in 1990 by CERN engineer Tim Berners-Lee. On 30 April 1993, CERN announced that the World Wide Web would be free to use for anyone. Before the introduction of HTML and HTTP other protocols such as file transfer protocol and the gopher protocol were used to retrieve individual files from a server. These protocols offer a simple directory structure which the user navigates and chooses files to download. Documents were most often presented as plain text files without formatting or were encoded in word processor formats.

Overview Organized by function, a website may be
a personal website
a commercial website
a government website
a non-profit organization website

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It could be the work of an individual, a business or other organization, and is typically dedicated to some particular topic or purpose. Any website can contain a hyperlink to any other website, so the distinction between individual sites, as perceived by the user, may sometimes be blurred. Websites are written in, or dynamically converted to, HTML (Hyper Text Markup Language) and are accessed using a software interface classified as a user agent. Web pages can be viewed or otherwise accessed from a range of computer-based and Internet-enabled devices of various sizes, including desktop computers, laptops, PDAs and cell phones. A website is hosted on a computer system known as a web server, also called an HTTP server, and these terms can also refer to the software that runs on these systems and that retrieves and delivers the web pages in response to requests from the website users. Apache is the most commonly used web server software (according to Net craft statistics) and Microsoft's Internet Information Server (IIS) is also commonly used.

Website styles Static website A static website is one that has web pages stored on the server in the format that is sent to a client web browser. It is primarily coded in Hypertext Markup Language (HTML). Simple forms or marketing examples of websites, such as classic website, a five-page website or a brochure website are often static websites, because they present pre-defined, static information to the user. This may include information about a company and its products and services via text, photos, Flash animation, audio/video and interactive menus and navigation. This type of website usually displays the same information to all visitors. Similar to handing out a printed brochure to customers or clients, a static website will generally provide consistent, standard information for an extended period of time. Although the website owner may make updates periodically, it is a manual process to edit the text, photos and other content and may require basic website design skills and software. In summary, visitors are not able to control what information they receive via a static website, and must instead settle for whatever content the website owner has decided to offer at that time. They are edited using four broad categories of software:
Text editors, such as Notepad or Text Edit, where content and HTML markup are manipulated directly within the editor program
WYSIWYG offline editors, such as Microsoft FrontPage and Adobe Dreamweaver (previously Macromedia Dreamweaver), with which the site is edited using a GUI interface and the final HTML markup is generated automatically by the editor software
WYSIWYG online editors, where any media rich online presentation like websites, widgets, intro, blogs etc. are created on a flash based platform

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Template-based editors, such as Rapid weaver and i-web, which allow users to quickly create and upload websites to a web server without having to know anything about HTML, as they just pick a suitable template from a palette and add pictures and text to it in a DTP-like fashion without ever having to see any HTML code

Dynamic website A dynamic website is one that changes or customizes content automatically and/or frequently based on certain criteria. The page composition is usually data-driven and collates information ad hoc each time a page is requested. A website can be dynamic in one of two ways. The first is that the web page code is constructed dynamically. The second is that the web page content displayed varies based on certain criteria. The criteria may be pre-defined rules or may be based on variable user input. The main purpose of a dynamic website is that it is much simpler to maintain a few template pages and a database than it is to build and update hundreds or thousands of individual web pages and links. A dynamic website also describes its construction or how it is built, and more specifically refers to the code used to create a single web page. A dynamic web page is generated on the fly by piecing together certain blocks of code, procedures or routines. A dynamically-generated web page would call various bits of information from a database and put them together in a pre-defined format to present the reader with a coherent page. It interacts with users in a variety of ways including by reading cookies recognizing users' previous history, session variables, server side variables etc., or by using direct interaction (form elements, mouseovers, etc.). A site can display the current state of a dialogue between users, monitor a changing situation, or provide information in some way personalized to the requirements of the individual user. Some countries, for example the U.K. and the U.S., have introduced legislation regarding web accessibility.

Software systems There are a wide range of software systems, such as Java Server Pages (JSP), the PHP and Perl programming languages, Active Server Pages (ASP), YUMA and Cold Fusion (CFM) that are available to generate dynamic web systems and dynamic sites. Sites may also include content that is retrieved from one or more databases or by using XML-based technologies such as RSS. Static contentmay also be dynamically generated either periodically, or if certain conditions for regeneration occur (cached) in order to avoid the performance loss of initiating the dynamic engine on a per-user or per-connection basis. Plug ins are available to expand the features and abilities of web browsers, which use them to show active content, such as Flash, Shockwave or applets written in Java. Dynamic HTML also provides for user interactivity and real-time element updating within web pages (i.e., pages

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don't have to be loaded or reloaded to effect any changes), mainly using the DOM and JavaScript, support which is built-in to most modern web browsers. Turning a website into an income source is a common practice for web developers and website owners. There are several methods for creating a website business which fall into two broad categories, as defined below.

Content-based sites Some websites derive revenue by selling advertising space on the site. Product- or service-based sites Some websites derive revenue by offering products or services for sale. In the case of ecommerce websites, the products or services may be purchased at the website itself, by entering credit card or other payment information into a payment form on the site. While most business websites serve as a shop window for existing brick and mortar businesses, it is increasingly the case that some websites are businesses in their own right; that is, the products they offer are only available for purchase on the web. Websites occasionally derive income from a combination of these two practices. For example, a website such as an online auctions website may charge the users of its auction service to list an auction, but also display third-party advertisements on the site, from which it derives further income.

Types of websites There are many varieties of websites, each specializing in a particular type of content or use, and they may be arbitrarily classified in any number of ways. A few such classifications might include;        

Affiliate Archive site Blog (or web log) site Content site Corporate website Electronic commerce (e-Commerce) site Community site City Site

        

Information site Java applet site Mirror site News site Personal homepage Phish site Political site Porn site Rating site

         

School site Video sharing Search engine site Shock site Warez Web portal Wiki site Humor site Review site Gripe site

Some websites may be included in one or more of these categories. For example, a business website may promote the business's products, but may also host informative documents, such as white papers. There are also numerous sub-categories to the ones listed

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above. For example, a porn site is a specific type of e-Commerce site or business site (that is, it is trying to sell memberships for access to its site). A fan site may be a dedication from the owner to a particular celebrity. Websites are constrained by architectural limits (e.g., the computing power dedicated to the website). Very large websites, such as Yahoo!, Microsoft, and Google employ many servers and load balancing equipment such as Cisco Content Services Switches to distribute visitor loads over multiple computers at multiple locations. In February 2009, Net craft, an Internet monitoring company that has tracked Web growth since 1995, reported that there were 215,675,903 websites with domain names and content on them in 2009, compared to just 18,000 websites in August 1995.

1.4 Objective, Scope & Limitations Objective:








To know the market condition of the product. Elicit information for implementation of strategy for each segment. Proper representation of the market. Finding out the potential customer / segment. To give an information of hierarchy of preference. To find out which area / segment is beneficial for company. To find out the market segment in which there may be demand for the service in near future?

Scope: This study was conducted to find out the segmentation, targeting & positioning of website in respect of iLEX, so the scope of this study is very wide. Limitations: Website as a service are still new in the market and yet to get its acceptance globally. People are Lack of interest and enthusiastic responses may have allowed biases in this report. Test of sampling error could not be done due to the absence of data regarding the total population size. Correctness of this report is restricted and limited by the degree of authenticity of data collected and sincerity and honesty of respondents.

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CHAPTER -2 METHODOLOGY

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2.1 RESEARCH METHODOLOGY The methodology adopted to accomplish this project was in accordance with the topic assigned. The study was based on data collected mainly from primary as well as secondary sources. Descriptive research methodology was adopted for the purpose of study. DESIGNING THE QUESTIONNAIRES This study was conducted in two parts and accordingly questionnaires are also set categorically:  Questionnaire for different organization (who have website).  Questionnaire for different organization (who don’t have website). The method adopted for developing the above mentioned questionnaires followed the following sequential order: 1. 2. 3. 4. 5. 6. 7.

Determining the objective of the project and specific data to be sought. Determining the process of interviewing. Scrutinizing the question content. Setting the response format. Setting the wording of the questions. Setting the questionnaire structure. Pre-testing, revising, redesigning and final draft.

The questionnaires were prepared in consultation with the Company guide as well as the institutional guide. PRE-TESTING THE QUESTIONNAIRE Before implementing the questionnaires in the field, it was pre-tested to avoid any ambiguous questions and to see the effectiveness of the questionnaires. For this reason a pilot survey with 10 consumers was conducted. After Pre-Testing it was found that, few questions were not apprehend able by the respondents; these were accordingly redesigned and revised so as to make them more understandable. Finally the questionnaires were printed and used in collecting responses for the survey.

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SAMPLING PLAN Sample size: The total sample size is 175 numbers. Which is further divided as follows?       

Small Scale Industries Large Scale Industries Hospitals Institutions Government Organizations Builders & Promoters Travel Agencies ----------------------------Total

25 25 25 25 25 25 25 ----------------------175

SAMPLING METHOD: Stratified random sampling was done for each of the specified category mentioned above, so as to ensure that the sampling represents all sections of users as well as non users. 2.2: METHODS OF COLLECTING DATA The data was collected mostly from primary sources. During the period (1-06-2009 to 15-07-2009) the survey was conducted in CUTTACK. During the period of this study I got the responsibility to give demonstrations to consumers and thus I got the opportunity to talk to the consumers directly and check their awareness level about website. During my interactions with the consumers I always tried my best to make them understand that how working of an organization can be well developed & how it affects the life business and tried to reveal various relative advantages of website.

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CHAPTER-3 ANALYSIS & FINDINGS

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The actual fact seen in the process of executing this project was a social, behavioral, psychographic & economic segmented reason. The area, Cuttack, under persistent development is really lagging behind in its social & behavioral potentials. A lay back attitude or perhaps a life not harnessed by restricted Professionalism has been a curse to bridge such gap, a benedicts aroused with the psychological variances of people. The mass may seem to adapt changes, yet the nominal value of their thoughts & ideologies if given a priority also would be seen that the social status may have improvised but the behavioral patterns would not coordinate with the rest of parameters. SURVEY METHOD Personal Interviewing 1) Mall Intercept. 2) Computer Assisted. The entire project has been divided into 7 different parts. They are written as follows; 1. Small Scale Industry. 2. Large Scale Industry. 3. Hospitals. 4. Institutions. 5. Government Organizations. 6. Builders & Promoters. 7. Builders & Promoters Again these 7 parts are further divided in two parts by considering two criteria. These are; • •

Those who are having website. Those who aren’t having website.

For the different categories of respondents mentioned above, different set of questionnaires has been designed and as such the analysis of each segment is formulated differently, such as – CHAPTER – 3 3.1- Quantification of organizations in different industries who are having website 3.2- Analysis of those sectors who are having Website 3.3- Analysis of those sectors who don’t have Website

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3.1.1: Segmentation of organizations in different industries who are having website

Through this chat it is clear that the over 50% of Small & Medium industries, Large scale industries, Hospitals, Institutions, Government Organizations, Real estate are having websites. So there is opportunity for website developers to establish their market. For that company have to treat 2 segments to whom the company have to treat differently. For example who having website, for them less awareness is required & for the companies who are not having website more awareness is required.

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3.2.1: Awareness of concept & benefits of website

Here 'a' refers to yes, 'b' refers to not fully known, 'c' refers to less known, 'd' refers to no. Through this graph an attempt was made to gauge the awareness level of website among respondents of different sectors. As we can see that all the sectors have sound knowledge of website but it is not 100%.

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3.2.2: Most effective media for creating awareness of website

Through this analysis we can know the most effective media for creating the awareness of website. In this chart ‘a’ refers to print media, ‘b’ refers to internet, ‘c’ refers to friends & relatives, ‘d’ refers to others. It is clear that for SMI, LSI, Hospitals & garment & Jewelry, friends & relative is most effective media for creating awareness of website. So the company should position the service through these channels in segment wise.

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3.2.3: Need for website in different sectors

As sectors are different so the quantity of need is also different. It is sure that there is need for website. It is the way of operation of work that affects the need of website. Here ‘a’ refers to advertising, ‘b’ refers to consume less time, ‘c’ refers to to globalize the network and ‘d’ refers to others. So the company target each segment in a different manner as needs are different.

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3.2.4: likeness of website in different sector

It is a graph that shows who like website & who doesn’t like. It may be due less satisfaction of service provided by concerned website developers. So each company should look after it. Because website business mainly depends on after sales service. In this chart ‘a’ refers to yes & ‘b’ refers to no.

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3.2.5: Most popular type of website.

Here ‘a’ refers to HTML, ‘b’ refers to Flash, ‘c’ refers to Both and ‘d’ refers to Other. In this case SMI, Jewelry & Garment has higher demand of HTML website. Whereas LSI, Hospitals, real estate, travel agency has higher demand of flash website. And other segment have a demand both flash & HTML website.

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3.2.6: Reasons for not having website.

The most effective reason behind hesitation of having website are website is expensive and other is service is bad. So the company has a opportunity to establish their market as a good service provider of website. Here ‘a’ refers to after sale service is bad, ‘b’ refers to expensive, ‘c’ refers to can’t say and ‘d’ refers to website is not required.

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3.2.7: Popularity of website developers

In Cuttack the popularity of website differs from sector to sector. In this analysis major website developers taken into consideration. Here ‘a’ refers to Versatile IT services, ‘b’ refers to Softweb technologyy,’c’ refers to iLEX Media Solution, ‘d’ refers to None. In this graph it is clear that website developers in Cuttack are less popular than others who are present in other state.

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3.3.1: Segmentation of concept & benefits of website

Here ‘a’ refers to yes, ‘b’ refers to Not fully known, ‘c’ refers to Less known, ‘d’ refers to No. In this chart it is clear that those who don’t have website most of them are not aware of website & those who know, knowledge is less. So there is opportunity to increase the awareness level of website in every segment of market so that at least they can know how much important is this for their business. Therefore through this they can increase the demand of website in different segments.

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3.3.2: Most effective media for creating awareness of website aaaaa in each segment

Through this analysis we can know the most effective media for creating the awareness of website. In this chart ‘a’ refers to print media, ‘b’ refers to internet, ‘c’ refers to friends & relatives, ‘d’ refers to others. It is clear that for SMI, LSI, Hospitals & garment & Jewelry, friends & relative is most effective media for targeting & positioning of website service in each segment.

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3.3.3: Hesitation towards website

In this chart ‘a’ refers to Not aware of website, ‘b’ refers to Afraid of hacking, spam’s etc, ‘c’ refers to Expensive, ‘d’ refers to others. Through this chart it is clear that major reason behind not having website is their less awareness level of website. Beside this there is another reason is that it is expensive. It is true website is expensive if the service taken for short period. But the website service is for long period. So long range of period it can be acceptable and cheaper than other communication media.

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3.3.4: potential segment of market.

Here 'a' refers to In near future, 'b' refers to Within 3 to 4 months, 'c' refers to Not now, 'd' refers to No. In this chart it is clear that there is less people who don’t like to have website. But opportunity is there for website developers to create their market. Because there is more than 95% customers are ready for having website. Some are like to have later but if website companies increase the awareness in the market then the customers hesitate to do have website, they are more attracted do website and that leads to effective positioning of the website service.

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3.3.5: Popularity of website developers

In Cuttack the popularity of website differs from sector to sector. In this analysis major website developers taken into consideration. Here ‘a’ refers to Versatile IT services, ‘b’ refers to Softweb Technology, ’c’ refers to iLEX Media Solution, ‘d’ refers to None. Here is also majority of website developers are known from outside or others. Behind this iLEX has popularity comparison to other to. So the market is less aware of website but iLEX as a website developer known in the market. Therefore the next step is position the service as a leading website developer among all competitors.

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Chapter – 4

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4.1 CONCLUSION Thus we can say that the total process of market segmentation, targeting and positioning is a very important attribute of marketing mix. All these three process is very closely interrelated with each other. Once the organization has decided which customer groups within which market segments to target, it has to determine how to present the product to this target audience. This allows to exactly addressing the needs and expectations of the target groups with a tangible marketing mix that consists of product characteristics, price, promotional activities and places to present the product. Effective strategies of segmentation, targeting and positioning gives an extra advantage in changing and highly competitive environment. To make this three marketing process effective a thorough SWOT analysis of the firm is very important. Keeping in mind the strength, weakness, opportunity and threat the firm can formulate and implement its total marketing mix. Both the market & company are new for the website business. The demand is there in the market & is increasing rapidly. But there is some segment in the market which is still behind. For them much awareness is necessary so that the company can position their service in the market. Through all analysis it is concluded that the SME sector that is small & medium enterprises are growing rapidly in Cuttack toward LSI that is large scale industry. So the future is bright for iLEX if they take SME as their target. Apart from this sector most of the sectors are also having need. For them company should position their website service as a lubricating service so that all he sectors are attracted towards it. 4.2 SUGGESTIONS:
The service is not present in all the sectors significantly. So there is plenty of opportunity for the website companies.
Many organizations are present in the market but most of them are franchise or branches. So there much difficulty arises regarding website survey.
There are many potential customers are there in the market. So the website companies can establish their market in Cuttack.
Many of the customers didn’t know the concept & benefits of website. So the major thing is to provide information and logic behind the website service.
Many wrong interpretations are there in the market like website fraud, spam, and greater influence of IT sector over website service. These wrong interpretations should diminished by every website companies.

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Questionnaire for survey of STP of Website

Name of the sector Name of the Organization Name of the Person Address

: : : : 3.1: Do you have website?

Yes

No

Continue to Questionnaire 3.2

Go to Questionnaire 3.3

Questionnaire 3.2 3.2.1: Do you aware of concept & benefits of website? a) Yes

b) Not fully known

c) Less known

d) No

3.2.2: How did you know about the website for the first time? a) Print media

b) Internet

c) Friends & Relatives

d) Others

3.2.3: For which major criteria do you have website? a) Advertising

b) Consume less time

c) To globalize the network

d) others

3.2.4: Do you like to continue with same website? a) Yes

b) No

3.2.5: If yes which service does you like most? a) HTML

b) Flash

c) Both

d) None

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3.2.6: If no why you don’t like? a) After sale service is bad

b) Expensive

c) Can’t say

d) website isn’t required

3.2.7: Do you know / heard about any website developers in Cuttack? a) Versatile

b) Softweb Technology

c) iLEX media solution

d) None

Questionnaire 3.3 3.3.1: Do you aware of concept & benefits of website? a) Yes

b) Not fully known

c) Less known

d) No

3.3.2: How did you know about the website for the first time? a) Print media

b) Internet

c) Friends & Relatives

d) Others

3.3.3: Why you don’t have website? a) Not aware of it

b) Afraid of hacking & spam’s

c) Expensive

d) others

3.3.4: Do you like to have website? a) In near future

b) within 3 to 4 months

c) Not now

d) No

3.3.5: Do you know / heard about any website developers in Cuttack? a) Vorsatile

b) Softweb Technology

c) iIEX media solution

d) None

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Bibliography Books: Marketing Management Author- Philip Kotler and Kevin Lane Keller -13TH Edition Publisher- Dorling Kindersley Place of Publication- India Year of Publication- 2009 Target Marketing Analysis for managers Author: Sally, Dibb, Lyndon Place of Publication: India Marketing Management

1st Edition Author- C.N. Sontakki Publisher- Kalyani Publishers Place of Publication- India Year of publication- 2007 Website:

www.wikipedia.com www.economypedia.com www.pdfcoke.com

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