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“ONLINE INDUSTRIAL MARKETING THROUGH ANAR B2B NETWORKING APP”

Submitted in the partial fulfilment for the award of Degree of Bachelor in Business Administration Batch: 2018-2021

TRINITY INSTITUTE OF PROFESSIONAL STUDIES Affiliated to Guru Gobind Singh Indraprastha University UNDER THE GUIDANCE: Mr. Mehtab Alam (Associate Professor)

INTERN MENTOR: Amir Khairabadi (User Experience Manager) SUBMITTED BY: ENROLL. NO.:

Rohit Tanwar

01320601718

BATCH: 2018-2021

BBA(G) 1ST shift

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Date of Issue: 1st August 2020

CERTIFICATE FOR INTERNSHIP

TO WHOMSOEVER IT MAY CONCERN

This is to certify that Mr. Rohit Tanwar has successfully completed 60 days of his Internship Program as a Business Development & Marketing Intern from 1st June 2020 to 30th July 2020. He worked on strategizing and identifying ways to make the user experience better by taking feedback from clients and catering to the issue of low user activity. During the period of his internship program with us, he was found punctual, hardworking, and inquisitive.

We would like to personally thank him for his contribution and his recommendations. We wish him every success in life.

Yours Sincerely, Aamir Khairabadi User Experience Manager

Anar App Private Limited #1160, 4th Floor, 5th Road, Sector 7, HSR Layout, Bangalore - 560102 Email: [email protected] | Website: www.anar.biz | CIN: U72900MH2019PTC324446

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ACKNOWLEDGEMENT

I offer my sincere thanks and humble regards, I pay my gratitude and sincere regards to Mr. Mehtab Alam, my project Guide for giving me the cream of his knowledge. I am thankful to him as he has been a constant source of advice, motivation and inspiration. I am also thankful to him for giving his suggestions and encouragement throughout the project work. I take the opportunity to express my gratitude and thanks to our computer Lab staff and library staff for providing me opportunity to utilize their resources for the completion of the project. I am also thankful to my family and friends for constantly motivating me to complete the project and providing me an environment which enhanced my knowledge

Student’s Signature

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DECLARATION This is to certify that the Summer Project Study Report, titled “Online Industrial Marketing through ANAR B2B NETWORKING APP” submitted by Mr. Rohit Tanwar as partial fulfilment of requirement of Degree of Bachelors in Business Administration is a Bonafede work carried out by the student at our Institute and GGSIP University, Dwarka, Delhi comprises only my original work and due acknowledgement has been made in the text to all other material used.

Date: 12 October 2020

Name of Student: Rohit Tanwar

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TABLE OF CONTENT Particular

Page No.

INTRODUCTION & LITERATURE REVIEW Introduction

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History (Theoretical concepts about the topic such as Importance, Functions, Types, Roles) etc.

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RESEARCH OBJECTIVES & METHODOLOGY Research objective of the study

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Research methodology

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Research Design - Types of Research Design

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Data Collection - Sources of data collection (Primary & Secondary)

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Sample - Sampling Techniques

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DATA PROCESSING, ANALYSIS & INTERPRETATION

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Data Processing Analysis of the problem under study Interpretation of the result Findings

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Limitations

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Suggestions & Recommendations

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Conclusion

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Bibliography

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Annexures

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INTRODUCTION Industrial marketing (or business-to-business marketing) is the term used for marketing of goods and services by one business to another. Industrial goods are those an industry of uses to produce an end product from one or more raw materials. The term, industrial marketing has largely been replaced by the term B2B marketing, and in this modern era all these activities are performed online rather by a mobile application or through website, this technique is now used worldwide and is become a replacement of general industrial marketing as it is comparatively more convenient to operate , and the best thing about online industrial marketing is that it replaces all the middlemen including wholesalers, retailers etc also the product can be directly delivered from manufacturer to consumer at relatively lesser price and assurance of product originality with just a suitable mobile app or website and a stable internet connection. Historically, the marketing discipline made a distinction between industrial marketing and consumer goods marketing. During the 1980s, businesses shifted from industrial marketing to business marketing. Within a decade, the term business marketing had largely displaced industrial marketing. By the late 1990s, the term, B2B marketing, came into widespread use and by this 21st century it is being rapidly replaced by online industrial marketing.

About Anar: Anar is an invite only Business to Business (B2B) Networking application for 70 Million Small & Medium Businesses (SMBs) in India where they can create profiles, share and discover products & chat. It provides a free networking platform for businesses to trade and connect with other businesses.

Founders: Nishank Jain, Co-founder & CEO: Ex-Amazon & IIM Lucknow Sanjay Bhat, Co-founder & Product Head: Ex-Paytm & IIM Lucknow

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Key Responsibilities: Contact potential clients to inform them about our product and walk them through the on boarding process. Communicating verbal acceptances of onboardings to your supervisor for mapping actual conversion Recording all successful and unsuccessful attempts to close the client. Noting important details of each conversation. Preparing summary sheets at the end of each day to monitor and track progress.

Skills required: ● ● ● ● ●

Hands on with Microsoft Office tools Highly confident and self-motivated individual. Good interpersonal skills both in English & Hindi (spoken) proficiency. Building and maintaining good relationship with the prospects. Ability to work under pressure and strict target

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Literature Review Online Marketing Strategies Based on the E-Business Model of Anar B2B One of the most significant changes in the last decade in the business environment has been caused by the development of information technologies and the internet. The internal structure and organization of companies has changed to evolve towards a digital environment influenced by internet business models and digital marketing (DM) techniques. This chapter develops a systematic literature review with the objective of identifying the key players in the business environment with respect to the new business models and digital marketing techniques applied to them, to improve the benefits they bring to the company. The results of the research identify and define the main actors of the electronic commerce (EC) ecosystem, as well as their typologies and the main techniques of DM used in this field of research. The results of the exploratory study can be used for future research in this field and to reinforce the reference bibliography in this area of research. Different research conducted in the last decade, indicate that one of the most significant changes in the business environment has been the implementation of Digital Marketing (DM) social media marketing strategies to maximize the return on investment -Return on investment (ROI) - of these in Electronic Commerce (EC) and this fact has led many authors to talk and research about the new digital industry as the Industry 4.0. (Chaffey, 2012).

As indicated by O'Reilly (2005), one of the factors that caused this transformation process was the so-called Bubble Point Com, which together with the development of information and communication technologies, built a speculative economic current on companies of technological base or startups and business on the Internet (Cohen et al., 2000; Järvinen, and Karjaluoto, 2015).

Therefore, we can affirm, following the works of Kaushik (2009) and Chaffey (2015) that innovation, new technologies and social networks have changed the way of doing business and the business model as we understood it until the last decade of the 20th century. I Drucker, would explain his fundamental theory of Marketing focusing on customer orientation and segmentation as the keys to Marketing: “Marketing aims to know and understand the consumer so well that the product fits perfectly to their needs” (Arch, Woodside, Milner, 1992).

Based on these ideas, Godin (1995) would synthesize Drucker's conception of Marketing in its concept of “Permission Marketing”, where Marketing would put aside aggressiveness for sale and intrusion and focus on getting the permission of

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consumers before proceeding with the sale process: “Consumers will only give permission to a company to communicate with them if they know what they are going to earn in return.”

This philosophy of exchange and adaptation, anticipated by Drucker and developed by Godin (1995), would be the driving force for the DM thanks to the development of the Internet (O'Reilly, 2005, Chaffey, 2012).

In addition, this vision would be the starting point to the debate raised in the mid1980s, in which after the Bubble Point Com, the use of traditional marketing techniques in this new business environment would be criticized, leading to the assimilation and approach of new DM techniques -also known as e-Marketingsuitable for sales in new digital environments (German et al., 2013)

The Internet and B2B marketing The dot-com boom and bust of the late 1990s saw significant attempts to develop online shopping. Many entrepreneurs (and their investors) discovered that merely having a website (no matter how innovative) was insufficient to generate sales. The amount of conventional media advertising required to promote the sites burnt cash at a faster rate than on-line sales generated. They also presumed that consumers would eschew the conventional shopping experience (driving, parking, poor service etc.) for the convenience of shopping on-line. Some did, but for many companies, not in sufficient numbers. There were many unforeseen problems, and apart from some notable exceptions (Amazon.com and others) the business to consumer online failed for many companies. B2B selling, however, more frequently achieved impressive results.

Online/ Digital industrial marketing The development of digital marketing is inseparable from technology development. One of the first key events happened in 1971, when Ray Tomlinson sent the very first email, and his technology set the platform to allow people to send and receive files through different machines. However, the more recognizable period as being the start of Digital Marketing is 1990 as this was where the Archie search engine was created as an index for FTP sites. In the 1980s, the storage capacity of computers was already big enough to store huge volumes of customer information. Companies started choosing online techniques, such as database marketing, rather than limited list broker. These kinds of databases allowed companies to track customers' information more

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effectively, thus transforming the relationship between buyer and seller. However, the manual process was not as efficient.

In the 1990s, the term Digital Marketing was first coined,.[10] With the debut of server/client architecture and the popularity of personal computers, the Customer Relationship Management (CRM) applications became a significant factor in marketing technology.[11] Fierce competition forced vendors to include more service into their software, for example, marketing, sales and service applications. Marketers were also able to own huge online customer data by eCRM software after the Internet was born. Companies could update the data of customer needs and obtain the priorities of their experience. This led to the first clickable banner ad being going live in 1994, which was the "You Will" campaign by AT&T and over the first four months of it going live, 44% of all people who saw it clicked on the ad.

In the 2000s, with increasing numbers of Internet users and the birth of iPhone, customers began searching products and making decisions about their needs online first, instead of consulting a salesperson, which created a new problem for the marketing department of a company. In addition, a survey in 2000 in the United Kingdom found that most retailers had not registered their own domain address. These problems encouraged marketers to find new ways to integrate digital technology into market development.

In 2007, marketing automation was developed as a response to the ever-evolving marketing climate. Marketing automation is the process by which software is used to automate conventional marketing processes. Marketing automation helped companies segment customers, launch multichannel marketing campaigns, and provide personalized information for customers. However, the speed of its adaptability to consumer devices was not fast enough.

Digital marketing became more sophisticated in the 2000s and the 2010s, when the proliferation of devices' capable of accessing digital media led to sudden growth. Statistics produced in 2012 and 2013 showed that digital marketing was still growing. With the development of social media in the 2000s, such as LinkedIn, Facebook, YouTube and Twitter, consumers became highly dependent on digital electronics in daily lives. Therefore, they expected a seamless user experience across different channels for searching product's information. The change of customer behaviour improved the diversification of marketing technology.

Digital marketing is also referred to as 'online marketing', 'internet marketing' or 'web marketing'. The term digital marketing has grown in popularity over time. In the USA online marketing is still a popular term. In Italy, digital marketing is referred to

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as web marketing. Worldwide digital marketing has become the most common term, especially after the year 2013.

Digital media growth was estimated at 4.5 trillion online ads served annually with digital media spend at 48% growth in 2010. An increasing portion of advertising stems from businesses employing Online Behavioural Advertising (OBA) to tailor advertising for internet users, but OBA raises concern of consumer privacy and data protection.

Online B2B industrial marketing As the name suggests, online business-to-business industrial marketing refers to the marketing of products or services to other businesses and organizations on an online basis. It holds several key distinctions from B2C marketing, which is oriented toward consumers. In broad sense, online B2B marketing content tends to be more informational and straightforward than B2C. This is because business purchase decisions, in comparison to those of consumers, are based more on bottom-line revenue impact. Return on investment (ROI) is rarely a consideration for the everyday person. In the modern environment, B2B marketers often sell to buying committees with various key stakeholders. This makes for a complex and sometimes challenging landscape, but as data sources become more robust and accurate, the ability to map out committees and reach buyers with relevant, personalized information is greatly improving. Any company that sells to other companies. This can come in many forms: softwareas-a-service (SaaS) subscriptions, security solutions, tools, accessories, office supplies, you name it. Many organizations fall under both the B2B and B2C umbrellas. B2B marketing campaigns are aimed at any individuals with control or influence on purchasing decisions. This can encompass a wide variety of titles and functions, from low-level researchers all the way up to the C-suite.

History In a world where over 170 million people use social media on a regular basis, every working professional is expected to be familiar with at least the core tenets of Online Industrial Marketing. In simple terms, Online Industrial Marketing is the promotion of products over the internet or any form of electronic media. According to the Digital Marketing

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Institute, "Digital Marketing is the use of digital channels to promote or market products and services to targeted consumers and businesses." People are consuming digital content on a daily basis. Very soon, traditional marketing platforms will disappear, and the digital market will completely take over. There are a number of advantages in Online Industrial Marketing. Unlike traditional marketing, digital marketing is more affordable.

Importance You can reach a larger audience in a shorter time period. Technological advances have resulted in considerable attrition of the customer-base of traditional marketing agencies & departments. People have moved on to tablets, phones, and computers, which are the areas where online marketers have gained the most ground. The term Digital or Online Marketing was first used in the 1990s. The digital age took off with the coming of the internet and the development of the Web 1.0 platform. The Web 1.0 platform allowed users to find the information they wanted but did not allow them to share this information over the web. Up until then, marketers worldwide were still unsure of the digital platform. They were not sure if their strategies would work since the internet had not yet seen widespread deployment. In 1993, the first clickable banner went live, after which Hotwired purchased a few banner ads for their advertising. This marked the beginning of the transition to the digital era of marketing. Because of this gradual shift, the year 1994 saw new technologies enter the digital marketplace. The very same year, Yahoo was launched. Also known as "Jerry's Guide to the World Wide Web" after its founder Jerry Yang, Yahoo received close to 1 million hits within the first year. This prompted wholesale changes in the digital marketing space, with companies optimizing their websites to pull in higher search engine rankings. 1996 saw the launch of a couple of more search engines and tools like HotBot, LookSmart, and Alexa. 1998 saw the birth of Google. Microsoft launched the MSN search engine and Yahoo brought to the market Yahoo web search. Two years later, the internet bubble burst and all the smaller search engines were either left behind or wiped out leaving more space for the giants in the business. The digital marketing world saw its first steep surge in 2006 when search engine traffic was reported to have grown to about 6.4 billion in a single month. Not one to get left behind, Microsoft put MSN on the backburner and launched Live Search to compete with Google and Yahoo.

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Online methods used to build brand awareness Digital marketing strategies may include the use of one or more online channels and techniques (omnichannel) to increase brand awareness among consumers.

Types of Online Marketing Building brand awareness may involve such methods/tools as: ● Search engine optimization (SEO) Search engine optimization techniques may be used to improve the visibility of business websites and brand-related content for common industry-related search queries. The importance of SEO to increasing brand awareness is said to correlate with the growing influence of search results and search features like featured snippets, knowledge panels, and local SEO on customer behaviour.

● Search engine marketing (SEM) SEM, also known as PPC advertising, involve...