My PCC Report (1)

8/17/2019 My PCC Report (1)

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PCC-Digital Marketing

A Project Report

On

“A Study on Effectiveness of Social Media Advertising on Cadbury Dairy Milk

Chocolate From 20!"#$

Submitted in Partial Fulfilment of the Requirement for MA Seme!ter - IV

Programme of Poornima "ni#er!it$% &aipur

Submitted $' Prana# Mi!hra

Roll (o' )*+,M+*).

Submitted to 'Mr/ 0ariom 1urjar

0OD% SOM 2 SOC

Poornima University

3S-)*)4 to )*5+ Ramchandrapura P/O/ 6idhani 6atika% Sitapura 78ten!ion% &aipur -5*59*: ;Raja!than


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DECLARATION

3 hereb$ declare that the PCC Digital Marketing project report entitled “A Study on

Effectiveness %f Social Media Advertising %n Cadbury Dairy Milk Chocolate From 20!"

#$ .Submitted in partial fulfilment of the requirement! for the degree of Ma!ter! of u!ine!!

Admini!tration to POORNIMA UNIVERSITY, JAIPUR i! m$ original =ork and not

!ubmitted for the a=ard of an$ other degree% diploma% fello=!hip% or an$ other !imilar title or

pri>e!/


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PRE'ACE

@ith thi! the!i!% 3 finali>e m$ MA% anking and Marketing at the Poornima "ni#er!it$ in

&aipur/

3 am pri#ileged to be ali#e at !uch a time =hen !ocial media land!cape ha! practicall$

tran!formed the =a$ people communicate and do bu!ine!!/ 3tB! like li#ing =hen the radio =a!

fir!t in#ented in the +.th Centur$ 3 bet it =a! the moment and like=i!e to no= =ith the birth of

!ocial media/ A! a !tudent of bu!ine!! and marketing% 3 ha#e follo=ed the debate about the

impact of the !ocial media phenomenon =ith much intere!t/ M$ moti#ation i! part dri#en b$ the

de!ire to ha#e an in-depth !tud$ about thi! prodig$ and al!o to find out =hether itB! ju!t a

euphoric tide dri#ing the debate or thi! phenomenon i! actuall$ a game changer in marketing/

?he $oung and old alike ha#e opened up an account =ith one or more !ocial media net=ork!/@ith !uch an outbur!t on the number of people u!ing the!e net=ork!% companie! ha#e al!o !ei>ed

the opportunit$ to reach out to a larger a!!embl$ of people =ithin limited time% but co#ering a

larger ma!! audience/

3nitiall$ 3 had planned to do m$ re!earch on the A Study on Effectiveness %f Social Media

Advertising %n Cadbury Dairy Milk Chocolate From 20!"#% but focu!ing m$ !tud$ on ho=

!ocial media impact on the !ale! of Cadbur$B! product!/


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TA(LE O' CONTENTS

S. No. Parti)$*ars Pa+e No.

. Intro-$)tion

. O/%e)tive o0 t&e St$-y

1. Literat$re Revie2

3. #y4ot&esis

5. Resear)& Met&o-o*o+y

6. Met&o-s o0 Data Co**e)tion


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INTRODUCTION

A/o$t t&e to4i)78

M$ !ubject of !tud$ A Stud$ on 7ffecti#ene!! Of Social Media Ad#erti!ing On Cadbur$ Dair$

Milk Chocolate From )*+5-+: i! taken for kno= the ho= Cadbur$ Dair$ milk Chocolate done

their marketing on !ocial media like Facebook% t=itter% and $ahoo or other area! of !ocial

marketing/ Eno= that ho= to u!e the!e tool! to increa!e the !ale! of the Cadbur$ Dair$ Milk

Chocolate and their impact of con!umer relation/

Intro-$)tion o0 Pro%e)ts78

Cadbur$ i! a multinational compan$ and the Cadbur$ dair$ milk i! a brand of chocolate =hich i!

made b$ Cadbur$/ Cadbur$ made different t$pe! of chocolate! and other product! =hich i! !old

in !e#eral countrie! around the =orld/ 3t fir!t !old it! product! in "nited State! in +9*:/

Di+ita* Mar9etin+78

?he promotion of product! or brand! #ia one or more form! of electronic media/ For

e8ample% ad#erti!ing medium! that might be u!ed a! part of the digital marketing !trateg$ of a bu!ine!! could include promotional effort! made #ia the 3nternet% !ocial media% mobile phone

!and electronic billboard!% a! =ell a! #ia digital and tele#i!ion and radio channel!/

!&y Di+ita* Mar9etin+ Is Im4ortant78

Digital media i! !o per#a!i#e that con!umer! ha#e acce!! to information an$ time and an$ place

the$ =ant it/ 1one are the da$! =hen the me!!age! people got about $our product! or !er#ice!

came from $ou and con!i!ted of onl$ =hat $ou =anted them to kno=/ Digital media i! an e#er-

gro=ing !ource of entertainment% ne=!% !hopping and !ocial interaction% and con!umer! are no=

e8po!ed not ju!t to =hat $our compan$ !a$! about $our brand% but =hat the media% friend!%

relati#e!% peer!% etc/% are !a$ing a! =ell/ And the$ are more likel$ to belie#e them than $ou/

People =ant brand! the$ can tru!t% companie! that kno= them% communication! that are

per!onali>ed and rele#ant% and offer! tailored to their need! and preference!/

http://www.businessdictionary.com/definition/promotion.htmlhttp://www.businessdictionary.com/definition/product.htmlhttp://www.businessdictionary.com/definition/brand.htmlhttp://www.businessdictionary.com/definition/via.htmlhttp://www.businessdictionary.com/definition/form.htmlhttp://www.businessdictionary.com/definition/form.htmlhttp://www.businessdictionary.com/definition/electronic-media.htmlhttp://www.businessdictionary.com/definition/electronic-media.htmlhttp://www.businessdictionary.com/definition/advertising-medium.htmlhttp://www.businessdictionary.com/definition/digital.htmlhttp://www.businessdictionary.com/definition/strategy.htmlhttp://www.businessdictionary.com/definition/business.htmlhttp://www.businessdictionary.com/definition/business.htmlhttp://www.businessdictionary.com/definition/internet.htmlhttp://www.businessdictionary.com/definition/internet.htmlhttp://www.businessdictionary.com/definition/social-media.htmlhttp://www.businessdictionary.com/definition/mobile-phone.htmlhttp://www.businessdictionary.com/definition/mobile-phone.htmlhttp://www.businessdictionary.com/definition/electronic.htmlhttp://www.businessdictionary.com/definition/electronic.htmlhttp://www.businessdictionary.com/definition/billboard.htmlhttp://www.businessdictionary.com/definition/billboard.htmlhttp://www.businessdictionary.com/definition/channel.htmlhttp://www.businessdictionary.com/definition/channel.htmlhttp://www.businessdictionary.com/definition/product.htmlhttp://www.businessdictionary.com/definition/brand.htmlhttp://www.businessdictionary.com/definition/via.htmlhttp://www.businessdictionary.com/definition/form.htmlhttp://www.businessdictionary.com/definition/electronic-media.htmlhttp://www.businessdictionary.com/definition/advertising-medium.htmlhttp://www.businessdictionary.com/definition/digital.htmlhttp://www.businessdictionary.com/definition/strategy.htmlhttp://www.businessdictionary.com/definition/business.htmlhttp://www.businessdictionary.com/definition/internet.htmlhttp://www.businessdictionary.com/definition/social-media.htmlhttp://www.businessdictionary.com/definition/mobile-phone.htmlhttp://www.businessdictionary.com/definition/mobile-phone.htmlhttp://www.businessdictionary.com/definition/electronic.htmlhttp://www.businessdictionary.com/definition/billboard.htmlhttp://www.businessdictionary.com/definition/channel.htmlhttp://www.businessdictionary.com/definition/promotion.html


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Di+ita* Mar9etin+ System :DMS;78

A Di+ita* Mar9etin+ System :DMS; utili>e! the entire concept! of Di+ita*

Mar9etin+ :DM; !o to 3mpro#e Marketing RO3 and under!tand campaign and

=eb!ite performance/ A DMS can help $ou gain the in!ight $ou need to impro#e

con#er!ion rate! and generate more qualified lead! through =eb% e-mail% mobile and

!ocial channel!/

A DMS gi#e! $ou a comprehen!i#e o#er#ie= of marketing performance and channel

effecti#ene!! b$ allo=ing $ou to'

?rack cu!tomer engagement

3dentif$ top-performing campaign! Mea!ure marketing initiati#e! acro!! multiple channel!

So)ia* Me-ia78

Social media i! engaging =ith con!umer! online/ According to @ikipedia% !ocial media i!

internet-ba!ed tool! for !haring and di!cu!!ing information among human being!/ Social media i!

all about net=orking and net=orking in a =a$ that e!pou!e! tru!t among partie! and communitie!

in#ol#ed/ An$ =eb!ite =hich allo=! u!er to !hare their content% opinion!% #ie=! and encourage!interaction and communit$ building can be cla!!ified a! a !ocial media/ Some popular !ocial

media !ite! are' Facebook% ou?ube% ?=itter% Digg% M$Space% Stumble "pon% Deliciou!% Scribed%

Flicker etc/

#istory o0 So)ia* Me-ia Mar9etin+

Social Media !eem! to be a ne= trend% but it! root! !tretch to the beginning of computer era/

@hat =e !ee toda$ i! the re!ult of centurie!-old !ocial media de#elopment/ A u!er net% =hich =a!launched in +949% =a! the fir!t progenitor of !ocial media% and the journe$ from "!er net! to

Facebook i! a long one/ "!er net! allo=ed u!er! to po!t on ne=!group!/ 3t =a! follo=ed b$

bulletin board !$!tem! ;S< =hich allo=ed u!er! to login and interact/ Online !er#ice! like

prodig$ =ere the precur!or! to S/ After online !er#ice!% internet rela$ chat came into light

=hich ga#e =a$ to in!tant me!!aging/


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Modern !ocial net=ork! came into picture po!t )***/ Apple launched it! Friend!ter in )**)/ 3t

ha! million! of u!er!/ 0i: and Ginked3n =ere launched in )**5/ Ginked3n i! a ground for

profe!!ional! to reach out to one another/ M$Space al!o originated in )**5 and became =ell

kno=n b$ )**H/ Similarl$ Facebook =a! launched in )**, and !urpa!!ed M$Space% Orkut%

Multipl$% etc/% and i! !till e8panding/ ?hi! decade al!o concei#ed media !haring platform! like

photobucket% flicker% $outube% in!tagram% re##er% etc/% along =ith ne=! and bookmarking

platform! like Digg and Deliciou!/ Since )***% Social Media ha! bloomed to hori>on and i! !till

e8panding limitle!!l$/ Along =ith media !haring% man$ other portal! that pro#ide real-time

update! =ere introduced% for e8ample% ?=itter% Po!terou!% ?umbler% etc/ 3n )**4% Facebook

launched it! ad#erti!ing !$!tem/

Im4ortan)e o0 So)ia* Me-ia

?he importance of !ocial media i! unbeatable/ 3t i! a po=erful channel of marketing I a game

changer for an$ bu!ine!!/ 3t pro#ide! u! the fle8ibilit$ to communicate at both per!onal a! =ell a!

bu!ine!! le#el!/

u!ine!! o=ner! can impro#e !earch ranking!% lead!% !ale!% and traffic u!ing !earch media/ ?hi!

can be done at reduced marketing e8pen!e!/ e!ide! bu!ine!!% it i! a cool platform to connect

=ith friend! and dear one!/

(ran- A2areness

rand a=arene!! i! a degree to =hich $our brand name i! kno=n/ rand name !olidifie!

cu!tomer!B tru!t/ So% it i! important that $our brand name o#er!hado=! $our product!/ Promoting

the brand name help! $our bu!ine!! gro= and get o#er ob!olete bu!ine!! !tate/ Social Media

Marketing can help $ou in branding $our bu!ine!!/ 3t help! $ou increa!e $our public profile a!

=ell/ All $ou need i! to

• Choo!e right Social Media Channel for $our bu!ine!!/• Finali>e a !ocial content !trateg$/• Make a !trong content !trateg$/• Participate in good con#er!ation =ith $our cu!tomer! to let them feel more connected/• Eeep track of all ke$ metric! like potential reach% con#er!ation !hare% link!% etc/


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So)ia* En+a+ement

Social Media 7ngagement i! the proce!! of reaching out to potential cu!tomer! and interacting

=ith them through Social Media/ 3t i! primaril$ done in order to dra= attention to=ard! a

particular product or a !er#ice/ 3t i! a t=o-=a$ channel =here a con!umer can !hare a goodrelation!hip =ith the #endor!/

?o achie#e optimum reach% $ou need to engage =ith $our audience/ 3t can be a relentle!! ta!k/ ?o

grab more out of le!!% $ou need to !trategi>e $our !ocial media engagement norm!/

• "!e JSocial Channel!J to reach out fan!/• "!e Social Media platform! to announce an$ e#ent $ou are organi>ing/• 7ntertain Po!t! $our audience i! po!ting/

• "!e Social Media Circle! to participate in #aluable and educational con#er!ation!/• Participate in Social Media group!/

Intro-$)tion o0 Com4any Ca-/$ry

Cadbur$ i! a multinational compan$ and the Cadbur$ dair$ milk i! a brand of chocolate =hich i!

made b$ Cadbur$/ Cadbur$ made different t$pe! of chocolate! and other product! =hich i! !old

in !e#eral countrie! around the =orld/ 3t fir!t !old it! product! in "nited State! in +9*:/

#istory

Cadbur$B! !tarted a! a one man bu!ine!!% opened in +9., b$ a Kuaker% &ohn Cadbur$% =hich

become! no=ada$! Cadbur$ Gimited% and no= become! the =orldB! large!t chocolate producer!/

3n +.5+ the bu!ine!! had changed into grocer$ !hop and &ohn Cadbur$ became the manufacturer

of the compan$/

Cadbur$ Dair$ Milk i! a =orld=ide brand of chocolate of "nited Eingdom @hich made it!

different t$pe! of product! and promote in different countrie! like Paki!tan% 3ndia% 3tal$% Canada%

France almo!t all countrie!/


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Pro-$)t Varieties

Cadbur$ made different t$pe! of chocolate! and other product! like'

C&o)o*ates7Cadbur$ dair$ milk chocolate% Eit Eat% Fi#e Star% Lclair!% Fruit 2 (ut% Cadbur$ lite% Cadbur$

Crackle etc

Sna)9s<

Cadbur$ b$e!

(evera+es7

ourne#ille% Cadbur$ delight

Cand$'

Cadbur$ hall

Se*e)tion o0 4ro-$)t

From abo#e of the!e product! 3 !elect the Cadbur$ dair$ Milk chocolate =hich i! the one of

product of Cadbur$/ 3n )**5 Cadbur$B! made Dair$ milk into !uper brand% bringing a number of

different product! under the name dair$ milk branding for e8ample dair$ milk =ith bubble!/

CAD(URY ON 'ACE(OO

3tB! no !urpri!e to find out that Cadbur$ ha! e!tabli!hed !eparate Facebook page! for each of it!

mo!t popular product!% including Dair$ Milk% @i!pa% CrNme 7gg% ourne#ille and 0ot

Chocolate/

7ach one publi!he! it! o=n content and competition! making it difficult to conden!e it all into a

!ingle blog po!t% !o 3Jll ju!t focu! on the ke$ highlight!/

?he fir!t thing to note i! that all the page! are updated on a dail$ ba!i! =ith brand-related

content% ranging from !traightfor=ard product promotion! to recipe idea!/

https://www.facebook.com/wispahttps://www.facebook.com/wispahttps://www.facebook.com/cadburycremeegghttps://www.facebook.com/wispahttps://www.facebook.com/cadburycremeegg


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3n general each po!t attract! thou!and! of like! and ten! of comment!% =hich the !ocial team doe!

a good job of re!ponding to/

Cadbur$ clearl$ !ee! #alue in maintaining an acti#e Facebook pre!ence and interacting =ith

cu!tomer!% probabl$ becau!e it ha! alread$ achie#ed a great deal of !ucce!! in nurturing it! fan!

a! brand ad#ocate!/

?hi! i! a departure from the more ca!ual approach adopted b$ Starbuck! and McDonaldB!% =hich

make #er$ little effort to maintain their !ocial communitie! but !till achie#e ma!!i#e le#el! of

engagement on their Facebook =all!/

Gooking !pecificall$ at the Dair$ Milk page% mo!t of the content i! currentl$ about promoting the

&o$#ille brand =ith a !trong focu! on it! competition to find a &o$#ille ?a!terB/

?he =inner recei#e! a trip to the Cadbur$ factor$% a $earB! !uppl$ of Dair$ Milk and the chance

to be the fir!t to ta!te ne= product!/

?o be in =ith a chance of =inning $ou ha#e to come up =ith a =ord to de!cribe Dair$ Milk

chocolate then enter it either on a dedicated mini!ite or =ithin a Facebook app/

3tB! a reall$ !mart competition a! the pri>e i! po!itioned a! a !=eet benefit! packageB that come!along!ide the fictional job/ 3tB! a great =a$ of re=arding fan! =ith a pri>e that canBt reall$ be =on

an$=here el!e/

?he @i!pa page i! al!o running a promotional campaign to celebrate reaching t=o million

like!B/ ?he !ocial team ha! re!earched it! fan! and ha! begun publi!hing random !tat! about

them/

Again% itB! a cle#er =a$ of celebrating the communit$ and the po!t! make a nice change from theu!ual product promo!/

?he current @i!pa campaign! follo=! a brilliant campaign that the Dair$ Milk team ran la!t $ear

to celebrate reaching one million like!B/

/

https://www.facebook.com/cadburydairymilk/app_537944676225984https://www.facebook.com/cadburydairymilk/app_537944676225984


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?he challenge =a! to increa!e the engagement among it! fan!% a! =ell a! reaching friend! of fan!

and the =ider Facebook communit$/ ?o te!t =hat content u!er! =ould engage =ith% Cadbur$

decided to build a giant Facebook likeB thumb out of piece! of Dair$ Milk/

3t u!ed tea!er ad! in the build up to the e#ent% and then li#e !treamed in a !tudio decorated =ith

u!er-generated content and photo!/ ?he team al!o re!ponded to u!er reque!t! and comment! in

the #ideo/

A! a re!ult% Cadbur$ gained ,*%*** Facebook fan! and more than 5:*%*** people =ere acti#el$

in#ol#ed in the campaign/ Some fan! e#en left the li#e feed running for hour! on end/

Perhap! the mo!t important re!ult =a! that more than 55 of fan! engaged =ith the campaign

and it pro#ed that the brand could achie#e impre!!i#e re!ult! through !ocial marketing% =hichhelped underpin the ne= &o$#ille marketing initiati#e!/

'ACE(OO MARETIN"

Facebook i! a !ocial net=orking !er#ice pro#ider/ 3t let! $ou in#ite and connect =ith friend!%

!end me!!age! and picture!% like and comment or !hare them/ Facebook ha! !een out!tandinggro=th !ince it! inception and i! poi!ed to maintain it! dominance in !ocial net=orking/

#istory o0 'a)e/oo9

Facebook =a! founded b$ 0ar#ard !tudent Mark Quckerberg on Februar$ ,% )**,/ 3n Ma$ )**4%

Facebook opened up it! de#eloper platform to allo= third-part$ de#eloper! to build application!

and =idget! that% once appro#ed% could be di!tributed through the Facebook communit$/ 3n Ma$

)**.% Facebook engineer! announced 'a)e/oo9 )onne)t% a cro!!-!ite initiati#e that allo=! u!er!

to publi!h on third-part$ !ite! in their Facebook ne=!feed/ ?he !ite =a! rede!igned in late )**.%

intended to !treamline the =eb!ite and make it ea!ier to !ee =hat friend! =ere doing/

!&at is 'a)e/oo9 Mar9etin+=

Facebook i! undoubtedl$ the mo!t popular !ocial media platform a#ailable =ith man$

ad#antage! a!!ociated =ith it/ 3t i! primaril$ a !ocial net=orking !ite% ho=e#er it can be u!ed a! a

hand$ tool for promoting and ad#erti!ing a bu!ine!!/ @e can u!e Facebook to promote a brand%

market a compan$% or create a=arene!! about a !er#ice or a product/


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Facebook can pro#ide $our bu!ine!! =ith a branding outpo!t on the =eb =here cu!tomer!%

emplo$ee!% and e#en the media can find information about $our compan$% product!% and

!er#ice!/ Facebook connect! $ou and $our !taff directl$ to $our cu!tomer! and fan!/

Facebook can generate ne= lead! for $our bu!ine!! b$ dra=ing u!er!B attention to=ard! =hat $ou

are offering/ Facebook help! in !haring link!% image!% and po!t! on a cu!tomi>able page to

project a better !en!e of $our bu!ine!!/ Facebook run! tactic! like conte!t!% !=eep!take!% etc/% that

can increa!e fan! and brand a=arene!! of $our bu!ine!!/

Latest 'a)e/oo9 Tren-s

?he nature of !ocial media marketing i! e#er-changing% !o it i! impotent to con!tantl$ !ta$

updated =ith =hat the current market trend! are/ ?he late!t Facebook trend! that a bu!ine!!

!hould be a=are of are' u!ing the co#er photo for marketing% different t$pe! of Facebook po!t!%

more picture!% etc/ Facebook look! completel$ different from ho= it =a! a $ear ago% !o it !houldnot be !urpri!ing that marketing on the !ocial net=ork ha! al!o changed a great deal/

#o2 to Create a Cam4ai+n

@ith targeted ad!% !torie!% and =all po!t!% a !ucce!!ful campaign can be a po=erful tool in our

ad#erti!ing ar!enal/ @hen running a Facebook campaign% =e can dra= on !e#eral Facebook

component! !uch a! =all po!t!% Facebook ad!% !pon!ored marketing% unique page tab!% etc/ @e

can break do=n report! b$ campaign and al!o ea!il$ !tart!top all ad !et! =ithin that campaign/

Campaign! corre!pond to each of our ad#erti!ing objecti#e!% like building brand a=arene!! or

dri#ing =eb traffic/ ?he$ are de!igned to help optimi>e and mea!ure our re!ult! for each

objecti#e acro!! multiple ad !ite! and ad!/ 7ach campaign can feature multiple ad !et!% each of

=hich ha! it! o=n budget and !chedule/ @e can al!o organi>e each ad !et to repre!ent a particular

audience !egment% for e8ample% =e can ha#e an ad !et for people =ho li#e near our !tore/ ?hi!

=ill help u! control the amount =e !pend on each audience% decide =hen the$ =ill !ee our ad!%

and mea!ure their re!pon!e/ @ithin each ad !et% =e can ha#e multiple ad!% each of =hich can

feature a different !et of image!% link!% #ideo!% or te8t/

'a)e/oo9 > Do?s an- Don?ts

Do?s

"!e Facebook to !ta$ in touch =ith $our friend! and make ne= one!/

"!e Facebook to ad#erti!e $our organi>ationB! e#ent!/

"!e Facebook to get in#ol#ed =ith the campu! communit$ and learn =hat i! happening around/


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"!e Facebook cu!tomer !upport page !ince it contain! #aluable information about pri#ac$

control! and other important !afet$ information/

Do check each friend reque!t carefull$ after #i!iting their profile/

Do u!e pri#ac$ !etting! =hile building up $our photo album!/Don?ts

DonJt u!e $our =all to announce $our !chedule!% journe$ and planning/

DonJt u!e public =all! a! $our o=n/ ?r$ to maintain the decorum of group! and fan page!/

DonJt accept friend reque!t! from !tranger!/

DonJt u!e Facebook for ragging and bull$ing an$one/

In)rease 'a)e/oo9 Li9es 0or a 'an Pa+e

• Create a Facebook fan page =ith an in!tantl$ appealing image% a! it =ill help in attracting

more attention/• Eeep the Facebook fan page up to date b$ =riting !uitable de!cription and po!ting

intere!ting and friendl$ page title!/ Al=a$! tr$ to pro#ide $our reader! =ith !omething

fre!h to read/• 3f $ou are running a conte!t on $our page% then a!k $our #i!itor! to like $our fan page/

Facebook conte!t! are the ea!ie!t =a$ to get people e8cited% a! the lure of a big pri>ecompel! $our target cu!tomer! to JlikeJ $our page and become $our fan/

• 3f $ou are running a bu!ine!!% then $ou !hould promote $our fan page b$ u!ing ad! in the

Facebook% a! it i! the ea!ie!t =a$ to increa!e the #i!ibilit$ of $our brand and reach out to

a highl$ targeted audience/• Promote $our page on $our official =eb!ite becau!e it help! $ou to get like! from ne=

#i!itor! on $our !ite/ 0a#ing a JlikeJ button on $our =eb!ite i! an ea!$ =a$ to dri#e ne=

like! o#er time/

!&at are 'a)e/oo9 A44s

Facebook app! are ba!icall$ !oft=are program! that can be added to u!er!J Facebook profile!/

?he!e interacti#e !oft=are application! are de#eloped to utili>e the core technologie! of the

Facebook platform/ Application! for Facebook ha#e gained ma!!i#e popularit$ in the la!t fe=

$ear! due to it! uniquene!! and the ea!e of creating them/


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O(JECTIVE O' STUDY

• Do the !ocial media campaign! reall$ help in increa!ing the !ale! ;Order!% (e= cu!tomer%

and Sale! re#enue


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?he purpo!e of thi! !tud$ i! to pro#e that ho= the organi>ation! !hould go for !ocial

marketing to compete =ith their competitor! and to po!ition the organi>ation in toda$B!

cro=ded marketplace/

@hat i! the effect of !ocial media marketing on purcha!e of Cadbur$ dair$ milk/

@hat i! the difficultie! the$ find on the !ocial media marketing/

@hich t$pe of tool! Cadbur$ u!e for !ocial marketing /

0o= !ocial media i! effecti#e con!umer beha#iour of ba$ing Cadbur$ dair$ milk/• 0o= marketing communication i! being implemented through !ocial media/

@hat i! the major difference of u!ing tequnique! b$ #ariou! other !imilar companie!

LITERATURE O' REVIE!

. Mr. A-itya Pis&aro-y eta* :@1; evi-en)e- t&at the emergence of online !treaming ri!ethrough the ri!e of the internet and other technological inno#ation! ha#e dramaticall$re#olutioni>ed the =a$ people li#e their li#e!/ ?hi! re!earch paper i! ba!ed on !ho=ing u! that


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ho= =e con!ume media/ 3nternet u!er! recei#ed online #ideo platform! to be better thantele#i!ion in man$ technolog$ and content related attribute/ ?he re!ult! al!o !ugge!t that the#ideo content qualit$% interacti#it$ and !torage capabilit$ of online #ideo platform! contribute toimpro#ing the o#erall perception of the relati#e ad#antage/ A! here the e8ample taken i! $ou tubea! a leading tool of #i!ual ba!ed media/

?he problem! ari!e! for #i!ual ba!ed media are the !ale!% local lead!% better ad#erti!ing%out!ourcing the #ideo creation% #ideo marketing communitie! to be joined not to feel alone/

?he !olution i! better planning and foreca!ting =hat to do% ho= to do and =here to do/ (o= ada$! it i! nece!!ar$ to ha#e a =eb!ite =ith #ideo content =hich can become a highe!t clicked onelement! on the =eb page!/ 6ideo! need to be =ell planned and ha#e a clear purpo!e to make animpact/ @e can no= add #i ?he ri!e of the internet and other technological inno#ation! ha#edramaticall$ re#olutioni>ed the =a$ people li#e their li#e!/ 3nternet u!er! percei#ed online #ideo platform! to be better than tele#i!ion in man$ technolog$ and contentTrelated attribute!/ 6ideo!need to be =ell planned and ha#e a clear purpo!e to make an impact/ 3nternet #ideo traffic=orld=ide =ill be .* percent of all con!umer 3nternet traffic in )*+9 ?he re!ult! al!o !ugge!tthat #ideo content qualit$% interacti#it$% and !torage capabilit$ of online #ideo platform!contribute to impro#ing the o#erall perception of the relati#e ad#antage/ A! data and anal$tic technolog$ continue! to de#elop% =ell equipped inno#ation to meetaudienceB! need! at !pecific !tage/ For thi! log% 6ideo!% Social media% e-book! and graphic! for better #i!ual!/3n conclu!ion 3 =ant to !a$ that era of modern technolog$ it i! nece!!ar$ to be tech !a##$ an

inno#ati#e a! per the recent trend! and market challenge! /3t i! nece!!ar$ to introduce ne=inno#ati#e idea in the #i!uali!ed form =hich can be done through the adoption of ne=opportunitie! till future

. Mr. T&a*es S. Teieira eta* :@3; evi-en)e- t&at the Ri!ing Co!t of Cu!tomer Attention i! amajor i!!ue going on no= a da$!/ Cu!tomer i! the king of the market =ithout hi!her pre!encemarket cannot be imagined/

http://www.cisco.com/c/en/us/solutions/collateral/service-provider/ip-ngn-ip-next-generation-network/white_paper_c11-481360.htmlhttp://www.cisco.com/c/en/us/solutions/collateral/service-provider/ip-ngn-ip-next-generation-network/white_paper_c11-481360.htmlhttp://www.cisco.com/c/en/us/solutions/collateral/service-provider/ip-ngn-ip-next-generation-network/white_paper_c11-481360.html


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Attention i! a nece!!ar$ ingredient for effecti#e ad#erti!ing/ So it i! #er$ much nece!!ar$ for thecompetitor! to pro#ide product! a! per the cu!tomer ta!te and preference! 7ffecti#e ad#erti!ingreache! potential cu!tomer! and inform! them of $our product! or !er#ice!/ For making thead#erti!ement attracti#e it i! important to create !ome !tor$ for the adB! !o that people can !tartrelating that adB! =ith the real and a! per the cu!tomer! demand from the market/ A! the

combination of mouth publicit$ and #i!uali!ed #ideo form make! ea!$ for each and e#er$ per!onto under!tand/ ?he t$pe! of problem! ari!e! at the time of making the online ad#erti!ement! a! per the cu!tomer are- Co!tl$ Proce!!% Gack of inno#ati#e idea! in the form of technolog$ upgradation 3mpact of Print media% Market competition and ?6 commercial! grabbing/ Some po!!ible !olution! are -AdB! mu!t be !trateg$ ba!ed =ith the bu!ine!! po!ition!% Comm$ni)ate asim4*e, sin+*e messa+e ,e credible% A!k for the !ale% Make !ure the ad i! competiti#e% the ad i! profe!!ional% be truthful/

:* of mobile !earche! are conducted in hope of finding local re!ult! and H+ of tho!e

!earche! i! re!ult in purcha!e/ 3f a po!t i! greater than +%:** =ord! % on a#erage it recei#e! H./+9 more t=eet! /

3n conclu!ion a! 3 =ant to !a$ that cu!tomer i! the king of the market =ithout their a=arene!!market ad#erti!ing i! of no u!e !o it! better to ha#e

• AdB! to be made a! of pictorial and !tati!tical !ituation ba!ed/• Reduction in the price! of the product! /• Create a=arene!! among!t the cu!tomer! b$ the help of documentar$/• 3nno#ati#e imaginar$ thinking/

Some tip! for the ad#erti!ing '-

• Idea Conception and Nurture New Ideas

• 78plore the market• "!e of pictorial pre!entation in the online adB!

#YPOT#ESIS

A! a part of in#e!tigation% !ample! are dra=n from the population and re!ult! are deri#ed to help

in taking the deci!ion!/ ut !uch deci!ion! in#ol#e an element of uncertaint$ cau!ing =rong

deci!ion!/ 0$pothe!i! i! an a!!umption =hich ma$ or ma$ not be true about a population

parameter/ For e8ample% if =e to!! a coin )** time!% =e ma$ get ++* head! and 9* tail!/ 45 At


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thi! in!tance% =e are intere!ted in te!ting =hether the coin i! unbia!ed or not/ ?herefore% =e ma$

conduct a te!t to judge the !ignificance of the difference of !ampling or other=i!e/ ?o carr$ out a

te!t of !ignificance% the follo=ing procedure ha! to be follo=ed'

. 'ramin+ t&e #y4ot&esis7 ?o #erif$ the a!!umption% =hich i! ba!ed on !ample !tud$% =ecollect data and find out the difference bet=een the !ample #alue and the population #alue/ 3f

there i! no difference found or the difference i! #er$ !mall then the h$pothetical #alue i! correct/

1enerall$ t=o h$pothe!e! complementar$ to each offer are con!tructed% and if one i! found

correct% the other i! rejected/

;a< N$** #y4ot&esis7

?he random !election of the !ample! from the gi#en population make! the te!t! of !ignificance

#alid for u!/ For appl$ing an$ te!t of !ignificance =e fir!t !et up a h$pothe!i!- a definite

!tatement about the population parameter!/ Such a !tati!tical h$pothe!i!% =hich i! under te!t% i!

u!uall$ a h$pothe!i! of no difference and hence i! called null h$pothe!i!/ 3t i! u!uall$ denoted b$

0o/ 3n the =ord! of Prof/ R/A/Fi!her (ull 0$pothe!i! i! the h$pothe!i! =hich i! te!ted for

po!!ible rejection under the a!!umption that it i! true/

;b< A*ternative #y4ot&esis'

/ An$ h$pothe!i! =hich i! complementar$ to the null h$pothe!i! i! called an alternati#e

h$pothe!i!/ 3t i! u!uall$ denoted b$ 0+ / 3t i! #er$ important to e8plicitl$ !tate the alternati#e

h$pothe!i! in re!pect of an$ null h$pothe!i! 0* becau!e the acceptance or rejection of 0o i!

meaningful onl$ if it i! being te!ted again!t an oppo!ite h$pothe!i!/ For e8ample% if =e =ant to

te!t the null h$pothe!i! that the population ha! a !pecified mean U* ;

?he alternati#e h$pothe!i! ;i< i! kno=n a! a t=o-tailed alternati#e and the alternati#e! in ;ii< and

;iii< are kno=n a! right-tailed and left tailed alternati#e!/ Accordingl$% the corre!ponding te!t! of

!ignificance are called t=o-tailed% right-tailed and left-tailed te!t! re!pecti#el$/ ?he null

h$pothe!i! con!i!t! of onl$ a !ingle parameter #alue and i! u!uall$ !imple =hile alternati#e

h$pothe!i! i! u!uall$ compo!ite/


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RESEARC# MET#ODOLO"Y

O(JECTIVE O' RESEARC#

?he purpo!e of re!earch i! to di!co#er an!=er! to que!tion! through the application of !cientific


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procedure!/

?he main aim of re!earch i! to find out the truth =hich i! hidden and =hich ha! not been

di!co#ered a! $et/ ?hough each re!earch !tud$ ha! it! o=n !pecific purpo!e% =e mention !ome

general objecti#e! of re!earch belo='

i ?o gain familiarit$ =ith a phenomenon or to achie#e ne= in!ight! in to it;!tudie! =ith

thi! object in #ie= are termed a! e8plorator$ or forum oii#ere!earch !tudie!


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T&e Met&o-s I &ave )&osen in Des)ri4tive Resear)& are7

Ob!er#ation method

Ca!e-!tud$ method!

Sur#e$ method

1. Observation method:

@ith the ob!er#ational method ;!ometime! referred to a! field ob!er#ation< animal and human beha#ior i! clo!el$ ob!er#ed/ ?here are t=o main categorie! of the ob!er#ational method I naturali!tic ob!er#ation and laborator$ ob!er#ation/

. Case st$-y resear)&

Ca!e !tud$ re!earch in#ol#e! an in-depth !tud$ of an indi#idual or group of indi#idual!/ Ca!e!tudie! often lead to te!table h$pothe!e! and allo= u! to !tud$ rare phenomena .

3. Survey Method

3n !ur#e$ method re!earch% participant! an!=er que!tion! admini!tered through inter#ie=! or que!tionnaire!/ After participant! an!=er the que!tion!% re!earcher! de!cribe the re!pon!e!gi#en/ 3n order for the !ur#e$ to be both reliable and #alid it i! important that the que!tion! arecon!tructed properl$/ Kue!tion! !hould be =ritten !o the$ are clear and ea!$ to comprehend/

Another con!ideration =hen de!igning que!tion! i! =hether to include open-ended% clo!ed-

ended% partiall$ open-ended% or rating-!cale que!tion!

MET#ODOLO"Y7

?he procedure! b$ =hich re!earcher! go about their =ork of de!cribing% e8plaining and predicting phenomena are called methodolog$/ Method! compri!e the procedure! u!ed for generating% collecting and e#aluating data u!eful for acce!!ing e8planation!/

Data Co**e)tion Met&o-s

3n order to collect !ome effecti#e and accurate data for the purpo!e of accompli!hing the re!earch

objecti#e!% t=o different t$pe! of data collection method! ha#e been taken into account/ ?hi!

!ection pla$! an important role in the re!earch methodolog$ a! it pro#ide! a medium for

achie#ing the de!ired re!earch objecti#e!/ ?he !election of t=o t$pe! of method! for collecting

data i! =ith an objecti#e to !er#e a definite purpo!e/ ?he method! and it! ju!tification for

!electing them are mentioned belo='


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Primary Data Co**e)tion Met&o-

Primar$ data i! the information collected for the fir!t time' there are !e#eral method! in =hich

the data re!earch i! complied/ 3n thi! project it =a! obtained b$ mean! of que!tionnaire!%

Ob!er#ation method/ 3n order to gain a large amount of information related to the role and

contribution of FAC7OOE !trategie! in promoting Cadburr$B!% !ur#e$ through que!tionnaire

method i! !uitable for gathering data% a! a large number of people =ill be ea!il$ targeted at one

time/ @ith the help of thi! method% the #aluable re!pon!e! of re!pondent! =ill be ea!il$ collected/

For thi! re!earch =ork% the !ur#e$ =ill be conducted =ith target audience i/e/ male% female% $outh

cu!tomer! =ho are u!ing cadburr$/ ?hi! population pro#ed !uitable in thi! re!earch/ 3t i! due to

rea!on that onl$ thi! population =a! capable of pro#iding related and effecti#e information

related to the Facebook !trategie! in order to a=are the cu!tomer! =ho are acce!!ing online

ad#erti!ing/

Se)on-ary Data Co**e)tion Met&o-

?he !econdar$ method pro#ed to be helpful in con!idering #ie=! of other !cholar! andre!earcher! =ho ha#e alread$ conducted re!earch on !imilar topic! in the pa!t/ ?herefore% the!econdar$ method =a! highl$ #aluable and !upporti#e for accompli!hing objecti#e! of are!earch/ ?here are numerou! !ource! of !econdar$ data% =hich =ere u!ed including journal!%online article!% report!% maga>ine!% book!% periodical!% etc/

A))ess to Primary an- Se)on-ary Data

Re!earch =ork con!i!t! of both primar$ a! =ell a! !econdar$ data !ource!/ For the collection of

!econdar$ data% journal!% online article! and hi!torical data related to the current !ubject =ere

acce!!ed/ ?here =ere multiple !econdar$ data !ource!% =hich =ere referred for re!earch a!

reliance on a !ingle !ource of data% can rai!e the que!tion on authenticit$ of information/ 0ence%

for collecting the !econdar$ data interconnected to topic% chronological record! =ere re!earched%

=hich contained benefit! of !mall and medium enterpri!e for gro=ing countrie!/Further% for collecting primar$ data% the !ur#e$ method =a! u!ed and a que!tionnaire =a!

de!igned in order to maintain the flo= of information/ Kue!tionnaire =a! de!igned in order to

collect re!pon!e! from cu!tomer! !o a! to collect data/

Sam4*in+ an- sam4*e siBe


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• Sam4*e Area' ?hi! refer! to the number of item! to be !elected from the uni#er!e tocon!titute a !ample/

• Area )overe-' 3n thi! project all the cu!tomer! =ho u!e! the product! of Ca-/$rrys i! the population/

• Sam4*in+ Met&o-' Sampling de!ign i! to clearl$ define !et of objecti#e% technicall$ calledthe uni#er!e to be !tudied/ Sampling technique i! a Sim4*e ran-om sam4*in+ met&o-/

$ u!ing random !ampling% +** cu!tomer! =ere !ent the de!igned que!tionnaire!/ 3nformationgi#en b$ them pro#ed to be helpful in anal$>ing the impact of FAC7OOE !trategie! of (okia forkno=ing the le#el of cu!tomer !ati!faction in )*+5-)*+:/

Resear)& Limitations

?he abo#e re!earch methodolog$ ha! facilitated and re#ealed !ome mo!t crucial and effecti#e

information b$ making u!e of !e#eral method! and tool!/ ?he !elected method! ha#e contributed

in completion of the re!earch in an effecti#e manner% but there are !ome limitation! of the!e

method!%

T&e *imitations o0 my 4ro%e)t are7

?he information collection part in#ol#e man$ legal i!!ue! and time con!uming and formalitie!=hich 3 =ill ha#e to face in near future for nece!!ar$ information collection for/ For thi! !tud$%there are le!! chance! of ha#ing direct interaction =ith the targeted focu!ed people a! audience/

"nder the literature re#ie= method% the major i!!ue i! to u!e authentic and reliable !ource for the

completion of the re!earch =ork in an effecti#e manner/ Along =ith thi!% there are chance! of

lack of practical information among the !elected literar$ !ource/ All the!e limitation! need to take

care of at the time of doing re!earch !o that the$ do not rai!e i!!ue! on the reliabilit$ and #alidit$

of the re!earch/

Documents

My PCC Report (1)