DMM 06
INTERNET MARKETING
Assignment – I
Assignment Code: 2017DMM06B1 Maximum Marks: 100
Last date of Submission: 15th November 2017
Section-A
Each question carries 25 Marks.
1. What is a search engine, and how does it works? Why is search engine optimization so important?
2. Discuss the various online revenue models? What is pay per click (PPC) search engine advertising? Discuss this model in detail.
Section-B (50 Marks)
Case Study
In 2013, Asia-Pacific emerged as the strongest business-to-consumer (B2C) eCommerce region in the world with sales of around 567.3 billion USD, a growth of 45% over 2012, ranking ahead of Europe (482.3 billion USD) and North America (452.4 billion USD). The top three were followed by Latin America, and the Middle East and North Africa (MENA) region, according to Ecommerce Europe1. Globally, B2C eCommerce sales increased by 24% over 2012. This reflects the huge untapped potential of eCommerce by retail companies, both in their country of origin and across borders.
eCommerce or electronic commerce, deals with the buying and selling of goods and services, or the transmitting of funds or data, over an electronic platform, mainly the internet. These business transactions are categorised into either business-to-business (B2B), business-to-consumer (B2C), consumer-to-consumer (C2C), consumer-to-business (C2B) or the recently evolved business-to-business-to-consumer (B2B2C).
eCommerce processes are conducted using applications, such as email, fax, online catalogues and shopping carts, electronic data interchange (EDI), file transfer protocol and web services and e-newsletters to subscribers. eTravel is the most popular form of eCommerce, followed by eTail which essentially means selling of retail goods on the internet conducted by the B2C category. According to Ecommerce Europe, country-wise, the US, UK and China together account for 57% of the world’s total B2C eCommerce sales in 2013, with China having total sales of 328.4 billion USD. As against this, India had sales of only 10.7 billion USD, 3.3% of that of China in 2013 with fifth position in AsiaPacific. This is despite the fact that India enjoys high demographic dividends just like China. India’s internet penetration with total e-households at 46 million against China’s 207 million is one of the reasons behind India’s poor B2C sales growth.
Online business models: To get the maximum benefit from eCommerce business, a large number of companies are adopting different innovative ideas and operating models including partnering with online marketplaces or setting up their own online stores. Some key operating models include the following
• Marketplace and pick-up & drop are a model where sellers often partner with leading marketplaces to set up a dedicated online store on the latter’s website. Here sellers play a key role of managing inventory and driving sales. They leverage on high traffic on the marketplaces’ website and access their distribution network. However, the sellers have limited say on pricing and customer experience.
• Self-owned inventory is a model where the eCommerce player owns the inventory. The model provides better postpurchase customer experience and fulfilment. It provides smoother operations due to ready information on the inventory, location, supply chain and shipments, effectively leading to better control over inventory. On the flipside, however, there are risks of potential mark downs and working capital getting tied up in inventory.
• Private label reflects a business where an eCommerce company sets up its own brand goods, which it sells through its own website. This model offers a wide-ranging products and pricing to its customers and competes with branded labels. Here, margins are typically higher than third-party branded goods.
• White label involves the setting up of a branded online store managed by the eCommerce player or a third party. The brand takes the responsibility of generating website traffic and providing services by partnering with payment gateways. It helps build trust, customer affinity and loyalty and provides better control of brand and product experience. Online business models To get the maximum benefit from eCommerce business, a large number of companies are adopting different innovative ideas and operating models including partnering with online marketplaces or setting up their own online stores.
CASE QUESTIONS
1. List out the major ecommerce companies in India. Map them on the basis of product category and revenue.
2. Categories the above listed companies on the basis of ecommerce model discussed in case study. Which of the above business model is most used model by Indian ecommerce companies?
3. What is the future of ecommerce in India? List of the major challenges and opportunities for e-retailers in India.
DMM 06
INTERNET MARKETING
Assignment – II
Assignment Code: 2017DMM06B2 Maximum Marks: 100
Last date of Submission: 15th November 2017
Section-A
Each question carries 25 Marks.
1. What exactly is email marketing? What are dos and don’ts of an email marketing campaign?
2. Marketers must support the buying process online and offline. Justify. Why are mixed models preferred? What are the main web sites based KPIs.
Section-B (50 Marks)
Case Study
DOMINO’S DILEMMA
Social media sites are so much part of mainstream culture that the Internet Advertising Bureau (IAB) recently reported they have exceeded the reach of television. Social media marketing describes the use of social media to engage with customers to meet marketing goals. It’s about reaching customers via online dialogue. According to Lloyd Sammons, chairman of the IAB, it’s really about brands having conversations.
But sometimes social media backfires for companies. Domino’s the national pizza delivery company, found itself in a crisis in April 2009. Two employees of a North Carolina Domino’s store posted a YouTube video of themselves in the kitchen as they performed disgusting practices with pizza ingredients:
In about five minutes it’ll be sent out on delivery
Where somebody will be eating these, yes, eating
Them, and little did they know that cheese was in his
Nose and that there was some lethal gas that ended
Up on their salami….. that’s how we roll at Domino’s.
What steps should a company take when it faces a social media marketing disaster like this? Should Domino’s just ignore the videos and assume that the buzz will die down, or should it take quick action? Domino’s did nothing for the first 48 hours but eventually – after more than one million people viewed the spot-got the video removed from YouTube. Domino’s also posted a YouTube clip of its CEO who stated:
We sincerely apologize for this incident. We thank
members of the online community who quickly
altered us and allowed us to take immediate
action. Although the individuals in question claim
it’s a hoax; we are taking this incredibly seriously.
Domino’s also announced the store where the videos were taken was shut down and sanitized. In addition, the company opened a Twitter account to deal with consumer questions. The two employees involved were charged with the felony of delivering prohibited foods and Domino’s is preparing a civil lawsuit against them.
Was this a strong enough response by Domino’s? Most social media marketing experts grade Domino’s actions as excellent but a bit delayed. In fact, an Advertising Age survey revealed that 64 percent of readers believed that the company did the best it could to deal with the crisis. Still, there’s no doubt this incident was a pie in the eye for the company.
Case Questions:
1. Describe how the video would influence a consumer during the information search stage of this purchase decision.
2. How might this incident affect brand loyalty for Domino’s in the short-term? In the long-term?
3. Would you have done anything differently if your employees posted a disparaging or obscene video?
INTERNET MARKETING
Assignment – I
Assignment Code: 2017DMM06B1 Maximum Marks: 100
Last date of Submission: 15th November 2017
Section-A
Each question carries 25 Marks.
1. What is a search engine, and how does it works? Why is search engine optimization so important?
2. Discuss the various online revenue models? What is pay per click (PPC) search engine advertising? Discuss this model in detail.
Section-B (50 Marks)
Case Study
In 2013, Asia-Pacific emerged as the strongest business-to-consumer (B2C) eCommerce region in the world with sales of around 567.3 billion USD, a growth of 45% over 2012, ranking ahead of Europe (482.3 billion USD) and North America (452.4 billion USD). The top three were followed by Latin America, and the Middle East and North Africa (MENA) region, according to Ecommerce Europe1. Globally, B2C eCommerce sales increased by 24% over 2012. This reflects the huge untapped potential of eCommerce by retail companies, both in their country of origin and across borders.
eCommerce or electronic commerce, deals with the buying and selling of goods and services, or the transmitting of funds or data, over an electronic platform, mainly the internet. These business transactions are categorised into either business-to-business (B2B), business-to-consumer (B2C), consumer-to-consumer (C2C), consumer-to-business (C2B) or the recently evolved business-to-business-to-consumer (B2B2C).
eCommerce processes are conducted using applications, such as email, fax, online catalogues and shopping carts, electronic data interchange (EDI), file transfer protocol and web services and e-newsletters to subscribers. eTravel is the most popular form of eCommerce, followed by eTail which essentially means selling of retail goods on the internet conducted by the B2C category. According to Ecommerce Europe, country-wise, the US, UK and China together account for 57% of the world’s total B2C eCommerce sales in 2013, with China having total sales of 328.4 billion USD. As against this, India had sales of only 10.7 billion USD, 3.3% of that of China in 2013 with fifth position in AsiaPacific. This is despite the fact that India enjoys high demographic dividends just like China. India’s internet penetration with total e-households at 46 million against China’s 207 million is one of the reasons behind India’s poor B2C sales growth.
Online business models: To get the maximum benefit from eCommerce business, a large number of companies are adopting different innovative ideas and operating models including partnering with online marketplaces or setting up their own online stores. Some key operating models include the following
• Marketplace and pick-up & drop are a model where sellers often partner with leading marketplaces to set up a dedicated online store on the latter’s website. Here sellers play a key role of managing inventory and driving sales. They leverage on high traffic on the marketplaces’ website and access their distribution network. However, the sellers have limited say on pricing and customer experience.
• Self-owned inventory is a model where the eCommerce player owns the inventory. The model provides better postpurchase customer experience and fulfilment. It provides smoother operations due to ready information on the inventory, location, supply chain and shipments, effectively leading to better control over inventory. On the flipside, however, there are risks of potential mark downs and working capital getting tied up in inventory.
• Private label reflects a business where an eCommerce company sets up its own brand goods, which it sells through its own website. This model offers a wide-ranging products and pricing to its customers and competes with branded labels. Here, margins are typically higher than third-party branded goods.
• White label involves the setting up of a branded online store managed by the eCommerce player or a third party. The brand takes the responsibility of generating website traffic and providing services by partnering with payment gateways. It helps build trust, customer affinity and loyalty and provides better control of brand and product experience. Online business models To get the maximum benefit from eCommerce business, a large number of companies are adopting different innovative ideas and operating models including partnering with online marketplaces or setting up their own online stores.
CASE QUESTIONS
1. List out the major ecommerce companies in India. Map them on the basis of product category and revenue.
2. Categories the above listed companies on the basis of ecommerce model discussed in case study. Which of the above business model is most used model by Indian ecommerce companies?
3. What is the future of ecommerce in India? List of the major challenges and opportunities for e-retailers in India.
DMM 06
INTERNET MARKETING
Assignment – II
Assignment Code: 2017DMM06B2 Maximum Marks: 100
Last date of Submission: 15th November 2017
Section-A
Each question carries 25 Marks.
1. What exactly is email marketing? What are dos and don’ts of an email marketing campaign?
2. Marketers must support the buying process online and offline. Justify. Why are mixed models preferred? What are the main web sites based KPIs.
Section-B (50 Marks)
Case Study
DOMINO’S DILEMMA
Social media sites are so much part of mainstream culture that the Internet Advertising Bureau (IAB) recently reported they have exceeded the reach of television. Social media marketing describes the use of social media to engage with customers to meet marketing goals. It’s about reaching customers via online dialogue. According to Lloyd Sammons, chairman of the IAB, it’s really about brands having conversations.
But sometimes social media backfires for companies. Domino’s the national pizza delivery company, found itself in a crisis in April 2009. Two employees of a North Carolina Domino’s store posted a YouTube video of themselves in the kitchen as they performed disgusting practices with pizza ingredients:
In about five minutes it’ll be sent out on delivery
Where somebody will be eating these, yes, eating
Them, and little did they know that cheese was in his
Nose and that there was some lethal gas that ended
Up on their salami….. that’s how we roll at Domino’s.
What steps should a company take when it faces a social media marketing disaster like this? Should Domino’s just ignore the videos and assume that the buzz will die down, or should it take quick action? Domino’s did nothing for the first 48 hours but eventually – after more than one million people viewed the spot-got the video removed from YouTube. Domino’s also posted a YouTube clip of its CEO who stated:
We sincerely apologize for this incident. We thank
members of the online community who quickly
altered us and allowed us to take immediate
action. Although the individuals in question claim
it’s a hoax; we are taking this incredibly seriously.
Domino’s also announced the store where the videos were taken was shut down and sanitized. In addition, the company opened a Twitter account to deal with consumer questions. The two employees involved were charged with the felony of delivering prohibited foods and Domino’s is preparing a civil lawsuit against them.
Was this a strong enough response by Domino’s? Most social media marketing experts grade Domino’s actions as excellent but a bit delayed. In fact, an Advertising Age survey revealed that 64 percent of readers believed that the company did the best it could to deal with the crisis. Still, there’s no doubt this incident was a pie in the eye for the company.
Case Questions:
1. Describe how the video would influence a consumer during the information search stage of this purchase decision.
2. How might this incident affect brand loyalty for Domino’s in the short-term? In the long-term?
3. Would you have done anything differently if your employees posted a disparaging or obscene video?
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