SUMMER TRAINING PROJECT

“Social Media Marketing at Paytm”

A Project Report
Submitted in partial fulfillment of the requirements for the
Award of Degree of Master of Business Administration (MBA)

2016 – 2017

Submitted By: Guided By:

NANCY JUNEJA DR. ROHTASH KUMAR
MBA (III SEM)

BHARATI VIDYAPEETH DEEMED UNIVERSITY SCHOOL OF DISTANCE

EDUCATION
Academic Study Center - BVIMR, New Delhi
An ISO 9001:2008 Certified Institute
NAAC Accredited Grade “A” University

Student Undertaking

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 Certificate of Originality

I Nancy Juneja of MBA-III SEM would like to declare that the project report
entitled “Social Media Marketing at Paytm,” submitted to Bharati Vidyapeeth
University Pune, School of Distance Education Pune, and Academic Study Centre
BVIMR New Delhi in partial fulfillment of the requirement for the award of the
degree. It is an original work carried out by me under the guidance of Dr.
Rohtash Kumar All respected guides, faculty member and other sources have
been properly acknowledged and the report contains no plagiarism. To the best of
my knowledge and belief the matter embodied in this project is a genuine work
done by me and it has been neither submitted for assessment to the University nor
to any other University for the fulfillment of the requirement of the course of
study.

Student Name with Signature

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CERTIFICATE FROM GUIDE

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 ACKNOWLEDGEMENT

Success is not brought inherited. It is a product of what we put in. Success begins
with a good feeling about where we are and a positive attitude about where we
want to be. With this willingness, I have started this project.

First of all, I would like to thank to the supreme power, the almighty god, who has
always gilded me to work on the right track of my life and has always blessed me
with his blessing by giving me the best.

The present work is an effort to throw some light on “Social Media Marketing at
Paytm“ Next comes the person, without whose guidance and encouragement, this
project work would not have been possible to come to the present shape without
the able guidance, supervision and help to me by number of people. So, I would
like to express my gratitude towards my guide Dr. Rohtash Kumar, faculty of
Bharati Vidyapeeth Institute of Management & Research.

Nancy Juneja

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 PREFACE

This report has helped and benefited me in understanding the Digital Marketing
scenario in INDIA.
The successful completion of this project was a unique experience for me and we
achieved a better knowledge about Social media marketing in India. The
experience which we got by doing this project was essential to our future. The
information in this project being submitted by us contains detailed analysis of the
research undertaken by us.
The research provides an opportunity to us to devote our skills, knowledge and
competencies during our knowledge gathering sessions of marketing management.
The research is on the topic “Social Media Marketing in India”.

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Table of Contents Page no
CHAPTER 1
 EXECUTIVE SUMMARY 7-9
CHAPTER 2
 INTRODUCTION
2.1 INDUSTRY’S OVERVIEW 11-17
2.2.COMPANYS OVERVIEW 18-20
2.4. ABOUT THE FOUNDER CEO 21- 22
2.5. ORGANISATIONAL VISION, CULTURE AND KEY DEPARTMENTS
23
2.6. STRATEGIES DEVELOPED DURING THE PROJECT 24-27
2.8. PROMOTIONAL 28-30
CHAPTER-3
 SWOT ANALYSIS 31-34
CHAPTER-4
 ANALYSIS OF SOCIAL NETWORKING SITES
4.1 INTRODUCTION 35-36
4.2 OBJECTIVE 37-38
4.3 LITERATURE REVIEW 39-40
4.4 RESEARCH METHODOLOGY 41-43
4.5 CONTENT ANALYSIS RE REVIEW 44

CHAPTER-5
5.1 RESULTS AND DISCUSSION 45-52
5.2 RESULTS OF THE ANALYSIS 48
5.3 NEED FOR THE STUDY 49
5.4 LIMITATION OF THE STUDY 50-51
5.5 SCOPE OF THE STUDY 52

CHAPTER 6
CONCLUSION AND REFLECTION OF INTERNSHIP
53-54
CHAPTER 7
ANNEXURE 55-66
CHAPTER 8
REFERENCES 67

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 Chapter-1
Executive Summary

Within my course, I am deeply interested in Marketing. It was a great opportunity

for me to do two months internship with Payments Bank marketing team at Paytm
to sharpen my marketing acumen.
During my stay several activities have contributed to achieve my goal. I was
involved in various projects, seeing an entire new side of consumer marketing. I
designed and conceptualized few campaigns and promos with the help of my team,
to increase the Wallet transactions, which was the main part of the project given to
me during my Internship.

The key wallet related activities, which were part of my project, are as follows:
Add Money
Send Money (P2P)
Merchant Wallet
Social Media Campaigns of Paytm

This report presents the activities I was involved into during my internship period
at Paytm. In conclusion, the internship was a rich learning experience for me. I
have find Out what my strengths and weaknesses are; I gained new knowledge and
skills and met many new people. I achieved many of my learning goals and my
stay at Paytm has given me new insights and motivation to pursue a career in the
realm of Marketing.

Social media marketing refers to the process of gaining website traffic or attention
through social media sites. Indian marketers are moving at a fast speed to tap the
‘new normal’ opportunity. Social media has gone mainstream. And for businesses
it represents an unprecedented marketing opportunity that transcends traditional
middlemen and connects companies directly with customers. Customer
acquisitions remain to be the prime goal of Indian marketers (59%). According to
leading marketers of India, the top three online investment channels for 2011 are
Social media, Email marketing and Search marketing. 52% of the top marketers
said that it is extremely important to integrate email marketing and social media.
This is why nearly every business on the planet is exploring social media
marketing initiatives The focus of marketers is shifting from ‘sending the message
out’ to ‘start engaging with customers’. In this context, the role of a marketer is

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changing from ‘batch and blast’ processing to creating ‘listening posts’ and
‘dialogue hubs’ in customer communities. A shift from isolated pure play
traditional platforms to an integrated multi-channel approach is helping the
marketers address the challenge of new consumers’ expectations across many
devices and channels. Indian marketers are leveraging the power of various
communication channels and technologies- be it Email, SMS or Social Media in
their portfolio. Here we will see the main trend of Social media marketing in India,
The scope of it, The future and will undergo a research to follow the Customer
perception About Social media for Brand management.

Quick summary of our primary findings:

 Marketers place high value on social media: A significant 90% of marketers
indicate that social media is important for their business.
 Measurement and integration are top areas marketers want to master: One
third of all social media marketers want to know how to monitor and
measure the Return on Investment (ROI) of social media and integrate their
social media activities.
 Social media marketing takes a lot of time: The majority of marketers (58%)
are using social media for 6 hours or more each week, and more than a third
(34%) invest 11 or more hours weekly.
 A significant 77% of marketers plan on increasing their use of YouTube and
video marketing, making it the top area marketers will invest in for 2011.
 E-marketing forms the baseline for 86% of marketers in India.
 Promotional communication and newsletters are the primary users of use of
e-Marketing channels in 2010
 Customer acquisition is the largest driver of e-Marketing for 2011
 36% of Indian marketers’ invested more than 10% of their budgets in e-
Marketing
 72% of Marketers have plans to increase investments in e-Marketing
platform. After Social media, Email marketing and Search marketing are
the preferred digital channel for 2011.

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 Chapter-2
INTRODUCTION
This report is a short description of my internship at Paytm, carried out as
compulsory component of my course of MBA at Bharati Vidyapeeth. At the
beginning of the internship I formulated several learning goals, which I wanted to
achieve:

 To understand the functioning and working conditions of the

organization and the industry as a whole;
 To see what is like to work in a professional environment;
 To use my gained skills and knowledge;
 To see what skills and knowledge I still need to work in a professional
 environment;
 To learn about research methodologies (field methods/methods to
analyze data)
 To get fieldwork experience/collect data in an environment unknown
for me

This internship report contains my activities that have contributed to achieve a

number of my stated goals. In the following chapter a description of the
organization Paytm and the activities are given. After this a reflection on my
functioning and the learning goals achieved during the internship are described.
Finally I have given a conclusion on the internship experience according to my
learning goals.

INDUSTRY OVERVIEW

Social media marketing:

Social media marketing programs usually center on efforts to create content that
attracts attention and encourages readers to share it with their social networks. A
corporate message spreads from user to user and presumably resonates because it
appears to come from a trusted, third-party source, as opposed to the brand or

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company itself. Hence, this form of marketing is driven by word-of-mouth,
meaning it results in earned media rather than paid media.
Social media has become a platform that is easily accessible to anyone with
internet access. Increased communication for organizations fosters brand
awareness and often, improved customer service. Additionally, social media serves
as a relatively inexpensive platform for organizations to implement marketing
campaigns.

Social media marketing tools:

Besides research tools, various companies provide specialized platforms and tools
for social media marketing:
 Social media measurement
 Social network aggregation
 Social bookmarking
 Social analytics
 Automation
 Social media
 Blog marketing
 Validation

Different Methods of Social Media Marketing

Social network marketing is popularly called as Internet marketing. Today you can
find many ways for internet marketing. Many people who enter this online
marketing are less worried because of its guaranteed success. If you see in Internet
totally all types of products has been marketed online without much effort. Internet
attracts many business people to promote their business online. Social network
marketing is grown to such a height that today many people can't earn without it.
Some of the most recognized network marketing tools are Face book, My Space
and LinkedIn. Twitter became regular place for people who have newly entered the
field of social network marketing.

1. Blogging: When you start Blogging or posting your data about any
product, you can see less response from clients. Later it will become big

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 business via blog. Websites and blogs are most powerful tools for social
network marketing when matched with other networking tools. Blog is
an amazing tool which provides many other facilities in addition to just
marketing your business. It also helps you to communicate with other
clients in case if you have any problems.
2. Personal website or blog: It is important to have private website if you
are a freelancer. Your website will help your clients to know about you
and it will make them clear that you are a serious freelance marketer
and help to make huge revenue via online marketing.
3. Article selling: It is also best and cheap internet marketing method. It is
a mode of advertising our trade just by writing articles and attracting
endless number of users across world. We usually sell our articles to
different article database websites and article directories. Today it
provided free business to many advertisers and publishers and they are
really benefited through their articles.
4. Email sending: Electronic mail sending is the best way to marketing.
Collect list of email addresses through portfolio websites and email
about your business to all internet users. Your Email should be
attractive in such a way that your recipient will be impressed to get
back to you.
5. Use social networking websites: Social networking websites like
Twitter, face book can be used to promote your sales. These provide
best platform for all who are thinking of online marketing.
6. Video promotion: Use several video distribution websites for your
marketing. These websites uploads your service to the whole world. All
that you need to do is film a video about marketing and send it to video
uploading sites like You Tube. It seems it is the easiest way of marketing
than any other modes since many people will be interested in view
videos rather than word form of advertisement.
7. Press Release or media release: It attracts several public clients and
increases relationship among them.
8. Search Engine Optimization: It improves the traffic to your website by
providing quality web content. It uses RSS feeds and many SEO
techniques.

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Social networking websites and blogs:
Social networking websites allow individuals to interact with one another and build
relationships. When products or companies join those sites, people can interact
with the product or company. That interaction feels personal to users because of
their previous experiences with social networking site interaction
Social networking sites and blogs allow individual followers to “retweet” or
“repost” comments made by the product being promoted. By repeating the
message, all of the user’s connections are able to see the message, therefore
reaching more people. Social networking sites act as word of mouth. Because the
information about the product is being put out there and is getting repeated, more
traffic is brought to the product/company.
Through social networking sites, products/companies can have conversations and
interactions with individual followers. This personal interaction can instill a feeling
of loyalty into followers and potential customers. Also, by choosing whom to
follow on these sites, products can reach a very narrow target audience.

Engagement
In the context of the social web, engagement means that customers and
stakeholders are participants rather than viewers. Social media in business allows
anyone and everyone to express and share an opinion or idea somewhere along the
business’s path to market. Each participating customer becomes part of the
marketing department, as other customers read their comments or reviews. The
engagement process is then fundamental to successful social media marketing.

Example-
2008 Presidential Election
The 2008 presidential campaign had a huge presence on social networking sites.
Barack Obama, a Democratic candidate for US President, used Twitter and
Facebook to differentiate his campaign. His social networking site profile pages
were constantly being updated and interacting with followers.
Kony 2012
A short film released on March 5, 2012, by humanitarian group Invisible Children,
Inc. This 29 minute video aimed at making Joseph Kony, an International Criminal
Court fugitive, famous worldwide in order to have support for his arrest by
December 2012; the time when the campaign ends. The video went viral within the
first six days after its launch, reaching 100 million views on both YouTube and
Vimeo.

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Implications on traditional advertising:
Minimizing use
Traditional advertising techniques include print and television advertising. The
Internet had already overtaken television as the largest advertising market.
Websites often include banner or pop-up ads. Social networking sites don’t always
have ads. In exchange, products have entire pages and are able to interact with
users. Television commercials often end with a spokesperson asking viewers to
check out the product website for more information. Print ads are also starting to
include barcodes on them. These barcodes can be scanned by cell phones and
computers, sending viewers to the product website. Advertising is beginning to
move viewers from the traditional outlets to the electronic ones.
Leaks
Internet and social networking leaks are one of the issues facing traditional
advertising. Video and print ads are often leaked to the world via the Internet
earlier than they are scheduled to premiere. Social networking sites allow those
leaks to go viral, and be seen by many users more quickly. Time difference is also
a problem facing traditional advertisers. When social events occur and are
broadcast on television, there is often a time delay between airings on the east
coast and west coast of the United States. Social networking sites have become a
hub of comment and interaction concerning the event. This allows individuals
watching the event on the west coast (time-delayed) to know the outcome before it
airs.

Social media marketing mishaps

Social media marketing provides organizations with a way to connect with their
customers. However, organizations must protect their information as well as
closely watch comments and concerns on the social media they use. A flash poll
done on 1225 IT executives from 33 countries revealed that social media mishaps
caused organizations a combined $4.3 million in damages in 2010.The top three
social media incidents an organization faced during the previous year included
employees sharing too much information in public forums, loss or exposure of
confidential information, and increased exposure to litigation
An example of a social media mishap includes designer Kenneth Cole's Twitter
mishap in 2011. When Kenneth Cole tweeted, "Millions are in uproar in #Cairo.
Rumor is they heard our new spring collection is now available online at [Kenneth

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Cole's website]".This reference to the 2011 Egyptian Revolution drew objection
from the public.

General Social Networking Statistics:

 62% of adults worldwide now use social media

 Social networking is most popular online activity, with 22% of time online
spent on channels like Facebook, Twitter and Pinterest
 65% of the world’s top companies have an active Twitter profile
 90% of marketers use social media channels for business, with 93% of these
rating social tools as “important”
 43% of marketers have noticed an improvement in sales due to social
campaigns
 72% of marketers who have worked in social media for three or more years
said that they saw a boost in turnover due to social channels (the longer
you’re working in it the better you get)
 91% of experienced social marketers see improved website traffic due to
social media campaigns and 79% are generating more quality leads.
 The average time spent by marketers on social media is 1-5hrs per week for
those just getting started and 6+ hours per week for those with 3+ years of
experience
 The most popular social networking tool for marketing is Facebook – being
used by 92%, followed by Twitter (84%), LinkedIn (71%) and blogs (68%)
 LinkedIn is 4X better for B2B lead generation than Facebook and Twitter
 Only 10% of marketers are actively monitoring social media ROI
 Only 22% of businesses have a dedicated social media manager
 23% of Fortune 500 companies have a public-facing corporate blog
 58% of Fortune 500 companies have an active corporate Facebook account,
62% have an active corporate Twitter account
 47% of customers are somewhat likely to purchase from a brand that they
follow or like

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Indian Market:
 India’s Internet economy is expected to reach Rs. 10.8 trillion by 2016, as
the country’s growth rate in this segment is far ahead of many of the
developing nations, reported by BCG.
 According to BCG, the India Internet economy contributed to 3.2 trillion
rupees to the overall economy in 2010, 4.1% of the country’s GDP, & could
triple in 4 years’ time.
 More than 39 million Internet users who form 86% of the total Internet
audience, visited social networking sites in July 2011.
 The total Indian social networking audience grew 43 percent in the past year,
more than tripling the rate of growth of the total Internet audience in India.
 India now ranks as the seventh largest market worldwide for social
networking India is adding Internet users at the rate of almost 5-7 million a
month, and at the current pace it will surpass the US, which has about 245
million users, in less than two years.
 Active user base per month in India is close to 30 Million marks which is
still a pretty large market but not as big as portrayed by some consultants.
 India has close to 10 million online shoppers and is growing at an estimated
30%.
 India e-tailing market in 2011 was about $600 MN and expected to touch $9
Bn by 2016 and $70 Bn by 2020 – estimate the country the third-largest
Internet market in the world after China and the United States.
 There are more Internet users in towns with a population of less than 5 lakh
than in the top eight metros put together.
 “About 2 billion people worldwide access the Internet and 25% of them are
from China. India contributes about 6% to the world's Net population and
the US 12.5%.
 The survey found that more than 75% of Internet usage is among school-
and college-going students and those who have recently graduated.
 Mumbai has the highest number of Internet users (6.2 million) followed by
Delhi/NCR (5 million), Kolkata (2.4 million) and Chennai (2.2 million).
 The percentage of companies using social media in top 5 markets is:
 China: 82%
 USA: 71%

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  India: 70%
 Brazil: 68%
 Canada: 51%

E-Marketer estimates advertisers will spend $3.63 billion in the US and over $4
billion more in the rest of the world on social networking sites this year. And
that’s just paid ad spending. When the Association of National Advertisers
(ANA) surveyed US marketers this year, 90% said they were using social
networks for their efforts—about even with last year, at 89%. While this
percentage has risen dramatically since 2007, when just 20% of marketers used
social media, growth has plateaued—and shifted to other new digital media
platforms instead.

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 COMPANY’S OVERVIEW
Paytm is an Indian e-commerce and Mobile Wallet company headquartered
in Noida, India. It was launched in 2010 and is owned by One97
Communications. The firm started by offering mobile recharging, adding bill
payment and e-commerce, with products similar to businesses such as Flipkart,
Amazon, Snap deal. In 2015, it further added booking bus travel. Paytm also
launched movie ticket booking by partnering with Cinépolis in the year 2016.
The organization facilitates the collaboration between the consumers and the
merchants through its payment system. In its vision the aspect of local people is
very important.
Therefore, in all projects local consumers and their psyche are taken into
account. Paytm is revolutionizing the payment system in India by enabling
payments at just a single click; it tries to provide the convenience and easy
living to both its consumer and partners.
The team, which I worked with, is Payments Bank Marketing team, whose
current focus was to increase Paytm wallet usage. An overview of the projects
undertaken by the team:
Development of the strategies to increase wallet transactions and overall
GMV
To increase Add money activities by the consumers
To Increase the P2P (Send Money) transactions
To increase the merchants’ activities on Paytm (Acceptance of payments via
Paytm).
increase the KYC customer base.
To launch various campaigns and promos for all the above mentioned
activities.

Talking about the industry scenario, the primary revenue source is commissions
from Telcos, which ranges from 2%(for large & Established operators) to as
high as 5% (for new & small operators). This again depends on whether you are
directly connected to the Telco's recharge platform or are using an Aggregator.
The margins would be lower in case of the latter. Since the large operators
contribute to the bulk of the txn volume, the average commission earned per
transaction would typically be in the 2.5-3% range.
The average payment gateway charges are typically in the 1.8-2% range (will
be lower now after the recent 1% cap on debit card MDR by RBI). The net

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revenue per transaction would therefore be around 0.5-1%. And that's the
revenue (not profit) a recharge site makes. So to differentiate itself and position
itself in the market Paytm has used simple but very effective psychological
promotional strategy, Cashback. To create the perfect synergy, the cash backs
are being used via Paytm wallet which in turn is being used to promote the
product called Wallet.
In addition, the psychological effect of getting cash reward is higher than taking
a deep discount for a customer which all played perfectly well. So,
Paytm is investing money cumulatively with a Long-Term Vision to build a
Strong User base irrespective of profits.

With the consumer base of around 121 million and a merchant base of around
100,000 the way ahead is still not easy as it seems to be due to the stiff
competition posed by other companies.
Coming to the Profit and Loss account for the organization, all the transactions
are charges under the head "Marketing and Promotion Expenses" which is
growing on exponential rates. The money has increased from 0 to 232.65 crore
in just FY 2015 over FY 2014. Paytm aims to capture the market even if it
makes losses for few years. Looking at the investor portfolio, Paytm is on a
positive side with Alibaba investing more than $900 million out of which $680
came in FY 16.

As observed from the P&L of Paytm owner 'One97 Communications Ltd.' for
FY 2015,(where net losses stands at Rs. 370 Crore for FY 2015) the revenue
has grown by
65% year-on-year whereas the expenses has grown by 281% of which the major
share belongs to Marketing and Promotion Expenses i.e. ~Rs. 232 Cr., more
than 35% of the total expenses.

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 ACTIVITIES

My internship was completely focused around the wallet activities as mentioned

below:
Add Money Transactions
Send Money Transactions (P2P)
In addition to this, I also looked after the merchant activities and wallet usage
by them, that is, to receive the payments from the customers via the Paytm app,
especially through the medium of scanning the Paytm code (QR code). Along
with this, I also contributed towards increasing the KYC customer base and the
KYC campaign at Sharda University, Greater Noida. I also had the opportunity
to work on the product side, to add the new product features so as to increase
Add Money, P2P, Wallet transactions and Social sharing options on the app. I
was also involved with the onboarding process of translation agencies and
Video & Ad agencies for the Paytm Real Hero project.

Below is the brief overview of the projects undertaken :

ADD-MONEY and SEND MONEY (P2P)
Industry Analysis:
India is witnessing an exponential growth in the area of digital payment in
recent times. With ever-increasing internet and mobile penetration, the country
is all set to witness a massive surge in the adoption of digital payments in the
coming years. Furthermore, flagship government initiatives such as Digital
India will act as key catalysts and enablers of this transformation.
At present, mobile payments form a minuscule part of the overall digital
payments industry in India. However, the contribution from phones and tablets
is expected to increase to 30 per cent by 2020. Mobile payments in India are
estimated to grow from $86 million in 2011 to $1.15 billion in 2016, with a
compounded annual growth rate (CAGR) of 68 per cent, according to estimates.
The m-wallet segment includes transfer of money, services related to banking
transactions, value-added services such as shopping, ticketing, recharging, and
bill payments. In this segment, the highest, 38 per cent market share is captured
by money transfer businesses, followed by recharge and bill payments, and
utility areas by 30 percent and 12 per cent, respectively.

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Market Scenario:
Paytm is the most popular mobile payment app among Android smartphone
owners in urban India, research from Nielsen reveals, with 39% of users with an
internet connection making use of the service for an average duration of 70
minutes a month. Free charge is the second most popular service with 26%
reach and 40 minutes of usage per month.
Mobikwik (17% reach and 29 minutes) is the next most popular service
followed by MyAirtel (10% and 18 minutes), Oxigen Wallet (7% and 17
minutes), My Vodafone (6% and 17 minutes), Paytm Wallet (5% and 14
minutes) and Pockets by ICICI (4% and 23 minutes) of those who downloaded
Paytm in May 2015, however, only 25% were still using the service in July.
20% of those who installed Mobikwik in May were still using it as of July,
and 14% were still using Free Charge.

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STRATEGIES DEVELOPED AND EXECUTED DURING THE
PROJECT

Technical:
1. Company PAGES for all the companies joining ApnaCircle.com so that
they can let the jobseekers and new incoming network people to
know about their company and its details without going on any other
websites. Face book also has this pages option and its very successful
to commercialize and create awareness about the company, let it be a
small or big company.
2. To increase the FONT SIZE (Personal UPDATE), of all the major part
of the website and introduce more COLOURS (Search bar) on it, so
that it can make the site look more attractive.
3. To give statistics of how many people have checked the profiles and
visited their content.
4. Up gradation of Free SMS service.
5. In the reference format, There is an option of “Name “which will be
better if there is a drop down box from which people can choose the
name in case they are not able to remember the exact name and they
just know the 1st letter of the name, it just makes the whole search
lot more easier and gives more options for recommendation while
going through the drop down box.

Stratagies adopted by Paytm :

Paytm use two strategies behind these discounts/cash backs:

1. Kill the competition – Paytm is doing very similar to what Ola cab did.
Offer huge discounts and force the competitors out of business. Once
they acquire major share in market they will start selling at market
price or even higher price.
2. Make people use their wallet service – over net banking and credit cards
– Consider the e-commerce platform as a tool to fill the online wallets.
All discounts and cash backs offered by Paytm are credited to users
wallet as Paytm cash which cannot be withdrawn.

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3. This is a little trick to make people use their wallet service again and
again. This looks like a long term strategy, micro payments are around
the corner and if Paytm succeeds in this game they can be a big player in
micro payments earning smaller percentage of processing fees for every
transaction on wallet. Something very similar to visa and master card.

Campaigns:

SC50 – Add Money Campaign

The campaign aimed to increase the add money transactions during the
promotion period. 5% first time Standard Chartered user did add money
transaction. Standard Chartered funded 100% cashback value. The results of the
campaign were as follows:

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Re. 1 – P2P Campaign
The campaign was launched to increase the P2P (Send Money) transactions.
User had Re. 1 to anyone, for which he got Re. 1 as cashback. Some insights
from the campaign are:

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Merchant Wallet:
Paytm has launched a code-based payment option that will allow an account
holder to receive payment without using the Internet. Account holders such as
grocery stores, auto rickshaw and taxi drivers and fast-food joints can scan a
pre-printed QR, or quick response, code using the wallet app to receive digital
payments. After scanning the code, the buyer will have to merely enter the
payment amount and approve the payment.
With a 100,000 merchant base on board, the challenge is to increase the
merchants especially those in the unorganized sector and to manage them, at the
same time creating awareness among the consumers about the new payment
system using QR code.
100% Cashback – Merchant Campaign
During the campaign a customer has to pay through Paytm wallet by scanning
the QR code at retail stores, petrol pumps, parking or for auto/ taxi ride to get
the cashback.

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KYC
Paytm is in fast track mode to launch its payments bank. KYC is an important step
for opening a bank account, for which Paytm has already started working.
Currently, it increases the wallet limit of any consumer to Rs. 100,000. It is on a
spree to do KYC both for its existing customer base and new users.
It is also targeting college going students for its payments bank, as this an active
and tech-savvy segment of Paytm. The launch of KYC campaign at Sharda
University was an initiative towards this process. The Paytm college ambassador
program is also a part of this, which is based on the concept of Paytm Force team.

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 CHAPTER-3
SWOT ANALYSIS: SOCIAL MEDIA

Strengths:
Large market reach or penetration and it’s Very useful if you are setting up a
digital engagement strategy (to new people, young people).Social media builds a
conversation and converse with others and build close networking bonds which
share quick information exchange. It lets you follow and connect with
people/groups that interest you – but are not necessarily your friends (as with
Facebook). Authors, celebrities, co-workers, colleges, organizations etc. The
campaigns are generally Cost-effective in the sense most of the platforms are free.
They just demand time, there is a Human factor: Your “brand” becomes more
HUMAN. Media exposure can be strength of this. While Twitter is in a strong
market position in micro-messaging. Facebook is the only real competitor here –
and they attract users for different reasons. It helps to Build strong, long term
relationships through online social networking, at a faster pace than just relying on
traditional face-to-face networking and Gets tons of publicity. The industry Has
developers creating hundreds of applications around its API. It is totally RSS-
enabled.
Weaknesses:
Tough to train or convince management team/group members on social media
principles as a lot of “Why Bother” from most mainstream (i.e. Facebook users)
people are there. The industry has low retention rate. Only 40%.Lacks tools or
resources to track and monitor social media campaign results. There is concern
about information leakage, liability, security, and management also.
Effort vs results: Even if it is more measurable than other channels, it is difficult
(especially for small business operations) to balance the effort put on social media
against the results obtained
Consistency: Engaging with your audience at a direct level means more efforts in
terms of keeping a consistent message/ corporate image
Making up for mistakes: The time-frame to correct errors that affect your audience
is less. Because you are heavily exposed, your company has to take action more
promptly than if you weren’t (especially if people are having conversations about
your brand, you will have to engage and clarify)
Blocked at many work sites: management sees it drops productivity; hurts bottom
line

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Opportunities:
 Creating/joining online presence on sites where the company currently
doesn’t exist, Great opportunity for individuals and organizations to connect
and exchange information. It opens a new target or niche markets that are
untapped: students, the public.
 Partnerships with other groups, organizations, schools, government, etc.
 Penetration into a new geographical market quickly
 Recruitment of interested new members, students, and public support and
allows you to build short and long term relationships with prospects. It
humanizes the ‘brand’ and makes the recruitment process more personal.
 Can gain deep insights into real-time trends, news, and all of us; “be the
pulse of the internet” as said by Founder Biz Stone
 Integration into real-time games, media, and apps. We’ve barely scratched
the surface so far on what’s possible. Twitter as real time infrastructure.
 It may become the dominant way for businesses to communicate with their
customers as quick delivery, branding opportunities, and enhanced
marketing opportunities are there.
 Being present where stuff happens: People research for
info/products/services online and value more the opinion of other individuals
than whatever a company may say about their own offer. If your company is
present in an interactive environment like social media, the opportunities for
engagement, conversion and most importantly clarification of doubts
regarding your brand, are countless.
 Developing a following/ audience those auto-nurtures itself: Your efforts in
Social media, together with the effort of your following may mean that your
audience becomes your best sales people
 Talent coming your way effortless: Because of the possibilities of exposure
that Social Media allows for, interacting here may mean that future talent (in
the shape of employees, partners or, you-name-it) will come your way
through the power of connecting online!
 Reach out to certain groups that traditional media didn’t allow you to:
Because Social media is for everyone, sooner or later you’ll come across
people you never thought of as your client. This opens the doors to building

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 new relationships but also to valuable feedback that can help you develop
your products or services more intelligently

Threats:
Competitor is going after the same space or same audience with similar campaign
and the question also arises whether the current campaign sustainable, can it
continue? There can be threat of Attitudes on privacy: while lately it seems
everyone is willing to share the most intimate as well as mundane details of their
life – there could easily be a backlash against this trend. We’ve all heard of a few
embarrassing stories about over-sharing online, and a few high-profile examples
might make people rethink their habits. Micro-messaging may just be a fad.
There’s nothing inherently awesome about 140 characters. It got too much
publicity in a short time. May get burned out and getting dangerously
spammy/porn spammy.The market doesn’t have solid revenue model (future
advertisements?)
Other social networking sites (Myspace, Tagged, Friend feed, identi.ca, others)
may grow and steal market share and Acquisition by a bigger player (Google) may
disappoint early adopters and loyal users.

SWOT Analysis of Paytm :

STRENGTHS

1. Paytm has got extremely high brand awareness across India

2. Paytm was able to scale up its business quickly after demonetization
3. Offers multiple cashback options to customers
4. Paytm is largely accepted by merchants across India, which has helped the brand
grow
5. Strong marketing campaigns have helped spread brand awareness
6. Word of mouth of cashless transactions and ease of use has been accepted well
by the people
7. Strong investments from Ratan Tata, Alibaba group etc. have strengthened
Paytm's position

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WEAKNESSES
1. Audience in India is less the savvy as majority consider cash as primary
currency
2. Paytm has diversified too much

OPPORTUNITIES
1. Paytm can cater to a larger audience with some offline presence as well
2. Paytm can educated customers on accepting cashless transactions and online
payments which would in turn boost their customer base
3. Offer more banking services along with online payment options.

THREATS

1. Banks offering e-wallets on their saving accounts

2. Security and privacy of user is a concern for Paytm

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 CHAPTER-4
ANALYSIS OF SOCIAL NETWORKING SITES

A STUDY ON EFFECTIVE COMMUNICATION STRATEGY IN

DEVELOPING BRAND COMMUNICATION

Internet is the emerging information technology with the credibility of immediacy

and fastness, thus, it brings globalization in every aspects of communication.
Communication through internet is more specified, with effective interactive
strategy among its users. In recent days, internet advertising has taken new forms
which have more advantages over the traditional mediums like print media,
television and radio. Marketing communication is becoming precise, personal,
interesting, interactive and social. Different strategies of communication are
followed in various social networking sites like Face book, Twitter and Orkut.
They not only create impact over the audience but also make them interact with the
marketing statistics created. People get attached to brand communication in social
networking sites than usual banner and pop up ads. These networking sites bring
more interactive communication with advertising. Social networking sites will
become the primary arena for highly targeted marketing and advertising.
Therefore, it is necessary to study the effectiveness of brand communication
strategy followed in social networking sites which are mainly accessed by Indian
users. This research attempts to find the effectiveness of brand communication
strategy in promoting and advertising their brand in social networking sites. The
effectiveness is determined with the help of survey from people who use these
sites, and the content of three social networking sites is analyzed.

INTRODUCTION

In its current form, internet is primarily a source of communication, information

and entertainment, but increasingly, it also acts as a vehicle for commercial
transactions. Since the explosion of the web as a business medium, one of its
primary uses has been for marketing. Soon, the web could become a critical

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distribution channel for the majority of successful enterprises. One among them is
marketing and spreading brand communication through Social networking sites
(Thompson, 2002).
Social networking websites are online communities of people who share interests
and activities or who are interested in exploring the interests and activities of
others. They typically provide a variety of ways for users to interact, through chat,
messaging, email, video, voice chat, file-sharing, blogging and discussion groups.
As
World Wide Web grew in popularity, social networking moved to web-based
applications. In 2002, social networking era really started. In 2006, anyone with an
email address could sign up in social networking sites (Zarrella, 2010).
Now advertisers target more over to these media due to high rush in varsity of
audiences. So they hire this as the ideal platform to communicate their brand and
create an effective brand identity through highly effective and interactive
communication strategy. Most of the advertisers present their ads in interactive
form so that people tend more to check them and gain a little knowledge about the
product. There are various forms of brand communication available in social
networking sites. The effective way of brand communication present in these
networking sites would be the main aim of the study.

Social media:
Social media advertising is a paid form of brand, service or business promotion
and requires a proper and planned communicative message and budget.
Advertising is customer centric in nature. Customers play an important role in any
major or minor communication because they are the one who are going to decide
the fate of the advertising communication. Some benefits of social network
advertising include:
1. Popularizing your brand, idea or service to the target group.
2. Informing target audience about your brand or service’s presence in the market.
3. Encouraging healthy competition in the market.
4. Providing social benefits for the brand.
5. Making the audience to interact and keep them intact with the brand.
Advertising in internet provides a major contribution to brand competition in the
market. Advertising here not only provides information about a product or service
but also promotes innovation. Besides it also facilitates consumer satisfaction. Big
and small companies, individuals of all walks of life, major and minor events,
concepts, etc., nowadays lay their base on social network advertising to get
recognized in the market (Zarrella, 2010).

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With over 200 million active users, Face book, Twitter and Orkut have become a
personal, product and corporate branding hub in India. Every brand that exists on
social networking sites has the same core features and benefits, such as the ability
to create a page, share resources, add multimedia and much more (Eric, 2008). The
effective brand communication strategies are analyzed to find the impact among
the users.

Social Media Platforms:

1. Facebook: Facebook’s casual, friendly environment requires an active

social media marketing strategy that begins with creating a Facebook
Business Fan Page. You will want to pay careful attention to layout, as
the visual component is a key aspect of the Facebook experience. Social
media marketing for business pages revolves around furthering your
conversation with audiences by posting industry-related articles,
images, videos, etc.
2. Google+: Google+ is the new Facebook competitor, and it promotes the
same fun, casual atmosphere. On Google+ you can upload and share
photos, videos, links, and view all your +1s. Also take advantage of
Google+ circles, which allow you to segment your followers into smaller
groups, enabling you to share information with some followers while
barring others.
You can also try hosting video conferences with Hangouts and
experiment using the Hangout feature in some fun, creative ways.
3. Pinterest: Pinterest is the latest in social media marketing trends.
Pinterest’s image-centered platform is ideal for retail.
Pinterest allows small businesses to showcase their own product
offerings while also developing their own brand’s personality with some
unique pinboards.
4. Twitter: Twitter is the social media marketing tool that lets you
broadcast your updates across the web. Follow tweeters in your
industry or related fields, and you should gain a steady stream of
followers in return.
Mix up your official-related tweets about specials, discounts, and news
updates with some fun and quirky tweets interspersed. Be sure to
retweet when a customer has something nice to say about you, and
don’t forget answer people’s questions when possible.

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 5. LinkedIn: LinkedIn is one of the more professional social media
marketing sites. LinkedIn Groups is a great venue for entering into a
professional dialog with people in similar industries and provides a
place to share content with like-minded individuals.
Encourage customers or clients to give your business a
recommendation on your LinkedIn profile. Recommendations makes
your business appear more credible and reliable for new customers.
Also browse the Questions section of LinkedIn; providing answers helps
you get established and earns trust.
6. YouTube: YouTube is the number one place for creating video content,
with can be an incredibly powerful social media marketing tool. Many
businesses try to create video content with the aim of having their video
“go viral,” but in reality those chances are pretty slim. Instead, focus on
creating useful, instructive “how-to” videos.
7. Reddit: Reddit, or similar social media platforms such as Stumble Upon
or Digg, are ideal for sharing compelling content. With over 2 billion
page views a month, Reddit has incredible social media marketing
potential, but marketers should be warned that only truly unique,
interesting content will be welcomed. Posting on Reddit is playing with
fire—submit spammy or overtly sales-focused content and your
business could get berated by this extremely tech-savvy community.
If you have content you believe the Reddit community (majority is
young, geeky, liberal, and internet-obsessed) would enjoy, you could
reap tremendous benefits and earn valuable traffic.
Having an active Social Media presence can make a big positive difference to Start
ups, especially in markets where companies rely on word of mouth for promoting
their products .The main goal is not to sell, but a commitment that should add
value to relationships with the customers. Sales will follow if you show to your
customers that you care.

Social networking sites:

A social networking site creates network communication among the user
community. Though social networking site serves for communication purposes
among special interest groups, the marketing strategy has also entered this medium

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for its reach. People get exposed to various kinds of brand communication through
this media. They tend to interact with the brand and also get awareness about the
brand and its service in an interesting way (Nicole, 2007). Hence, there is a need to
study the effective way of communication in branding the product in social
networking sites and analyze its reach among the people and their perceptions in
this research.
In recent trend of marketing in social networking sites, various brand
communications are widely used to attract targeted leads. So, this study would help
to know the effectiveness of communication and strategy done through social
networking sites which make the target audience to participate in this kind of
advertising. This is mainly studied on networking sites which are popular among
Indian users were Face book, Twitter and Orkut. This study would help the
advertisers to understand the effective communication strategy to communicate
their brand among the users.

Objectives of the study:

1. To analyze the effective communication strategy through social networking
sites.
2. To study the effectiveness of brand communication through social networking
sites from its users and communicators.
3. To find the impact of interaction through these communication among Indian
users (with reference to Face book, Twitter and Orkut).

LITERATURE REVIEW

Scott (2009) states the reasons for brand promoters preferring online web for
marketing is that the tools, techniques and content are constantly evolving. The
buyers reward creativity by responding to the online efforts like:
“If you are open to trying out new things, you can be first in your industry to use
something new to communicate to your buyers”.
Marketing in some social networking websites are still the most popular in their
niche. Shih (2009) says that there are hundreds of millions of active users across
sites like Face book, Hi5, Orkut and MySpace. 2.6 billion min are spent on Face
book each day. These websites are enabling brands to engage the right people in
the right conversation at right time. Marketing the brands through social media is
becoming precise, personal, interesting, interactive and social.

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Weber (2009) says promoting a community is just like as promoting a new brand
product or service to the consumers. Social media is used to communicate people
in the promotional aspect and inclined to involve the people. Traditional
advertising and direct marketing in social media is to send people to the digital
community to be informed, entertained and heard. Users find appealing, a value
high enough to encourage them to participate.
Borges (2009) finds that today's buyers want to be engaged differently than in
years past and many traditional marketing tactics simply do not work anymore.
Social media marketing is a revolutionary way to build solid relationships with
buyers. Low cost, brand building, staffing advantages, loyalty and level playing
field are key benefits of social networking sites as a successful marketing media.
Zarrella (2010) says the roots of online social networking can be traced to the
1980s bulletin board systems (BBS). These systems allowed the users to create
personal profiles, helps to share information by sending private messages, public
messages and post events at low speed connectivity. After emanation of social
networking technology in the internet world, it grew higher and popular among the
internet user.
Lacy and Hernandez (2009) says Twitter gives the ability to share nearly 140-
characters thoughts in a split second, where user can easily share links to press
releases and stories about their business, service or product. Making tweets
interesting and diverse, there is a more possibility of increasing the followers, by
consider with news sharing and stories about the industry that they serve.
The rules of marketing had to change and the web has proved a catalyst in bringing
the changes forward and amplifying their scale. The sudden emergence of the Web
2.0 marketing techniques demand additional approaches, while most marketers are
still wrestling with the first generation, savvy brands are exploring the landscape
that social media and social networks create for marketers. These techniques are
allowing much deeper drivers in social change to be unleashed, with a profound
impact on planning customer connections. The new generation of relationship
marketing responds to the additional challenges of digital media literacy and in the
right hands can trigger a rebuild of the entire marketing mix through different
strategies. Relationship marketing for the Face book generation demands both
thinking and acting differently (Chaffey 2003).
Stroud (2007) says that the ability of social networking sites to generate these huge
volumes of web traffic is proof of their huge popularity. Google, Yahoo and News
International have bought themselves a presence in the social networking arena.
The detailed rationale for these acquisitions differs but all have a common theme
of wanting access to the enormous audiences.

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Ricadela (2007) says, Coca-Cola has been running promotions on MySpace for the
past two years for brands including Cherry Coke and Fanta and has promoted Diet
Coke and other drinks on Google's YouTube.
Smith (2010) says that Face book is becoming one of the great internet
communications of people time now days. Whereas many companies have tried to
emulate Face book’s success or challenge it in one geography or another, Face
book has proven that the core asset on which all of its services are built - the social
graph - is much more defensible and powerful than many others once anticipated.
Visitors to social networking sites are significantly more likely than average to
visit leisure-oriented retail site categories, such as music, jewelry/luxury goods/
accessories, consumer electronics and apparel. Heavy social networking visitors
are defined as the top 20% of visitors based on time spent on social networking
sites. People typically enjoy sharing their experiences with these products, whether
it is to talk about their new iPhone or the pair of designer jeans they just bought.
Social networking sites offer the venue for those conversations to occur. Social
media advertising is ideal for promoting brand recognition, although click-through
rates are not so strong. Still, there is no doubt that advertising via social media sites
is an effective way to increase your overall revenue stream (Brinlee, 2007).

How Social media marketing affects businesses:

1. Showcase your brand – word of mouth is incredibly powerful because

it’s highly relevant. People in a specific industry, as an example, often
meet in social media channels and groups. If one person shares your
brand or service, it can be seen and shared all over the social media by a
highly-engaged audience. Thus social media marketing helps us in
showcasing are brand it is a very huge platform for business. A local
company can also become brand through social media. But for that they
have to make powerful and useful content for their brand
2. Develop a loyal community – if you have an effective social strategy of
providing value to your audience – either by direct helping, curated
content, or other news, tips and tricks, your community will grow to
respect and trust you. Trust and authority are important section of any
purchase decision. If your user is not trusting you then your business
cannot run for long period of time it will only run for a short period of
time

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3. Improve customer service – whenever your customer calls you for
your help, it’s a 1:1 conversation. But when a customer reaches out on
social media, your audiences get to see how you respond their needs.
Great customer service can be checked through every corner of the
globe… and so can lead customer service disaster. Its better to make
respond to your customer as fast as you can because if you unable to do
so because it can bring very big problem to your business.
4. Increase digital exposure – why product content without a plan to
share and promote it? Developing content doesn’t mean if you build it,
they will come to you. They won’t. So building a great social network
where the community becomes brand advocates is incredibly very
powerful.
5. Boost traffic and SEO – As we all know the search engines continue to
exclude links, fans and followers as a direct factor in search engine
ranking, there is no doubt that a strong social media strategy will drive
great search engine results for your business. So your duty is to boost
traffic to your website and to do that you should have to do SEO to put
you in top ranking in google

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 RESEARCH METHODOLOGY

To analyze and find the effectiveness of communication strategy in developing

brand, communication through social networking sites was done with the survey
method and content analysis in the research.
Methods of data collection:
The survey method helped to identify the reach of the brand among its target
audience, ways of impact, usage of these social networking sites and access to
these form of communication. And the content analysis is another method used to
analyze the communication strategy of different social networking sites with
certain parameters among top three Indian social networking sites which are
tabulated with results.
Research design:
This research study adopted survey and content analysis in order to find the
effectiveness and the impact of communication in branding any product or the
service among the target market through social networking sites like Face book,
Twitter and Orkut.
Survey:
Survey was conducted randomly among Face book, Twitter and Orkut user
community, by sending questionnaire through online to collect the individual
opinion from the respondents.
Sampling:
Non probability sampling technique is used to collect the opinion from the online
respondents. The total population is social networking user community, but to
collect the effective data the sampling is constrained to the target population like
young adults, graduates within the age of 16 years to 30 years. The sampling size is
50.

CONTENT ANALYSIS
In content analysis, the following three popular social networking sites were
selected to find the effective brand communication among its users
(Face book, Twitter and Orkut).

Parameters and units of analysis:

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1. Target group: category of audience visiting these sites.
2. Types of advertisements: what are the types of brand communication followed
by them?
3. Ads placement: how do these sites place their ad in their pages?
4. Communication strategy: kinds of brand promotion used by them.
5. Visual appealing factors: regarding the appearance of these sites.
6. User Interaction: kinds of participation with the brand.
7. Accessibility: how legibly they present themselves.
8. User interest: the forms of expectations from users in these sites.
9. Customization: the factors that the users could create by themselves.

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 CHAPTER-5
RESULTS AND DISCUSSION

Usage of internet by the user:

It has been found that 12% of audience use internet once a week, 19% of the
respondents use 2 to 3 days a week. 30% of the respondents use 1 or 2 h a day and
the remaining 39% of users are accessing internet more than 3 h a day. It is
understood that the new media and its technology is an emerging trend in
communication which attracts almost all the people, if they have knowledge of
computers. So this digital media has more snatchers towards its communication
and internet is becoming part of necessary communication among the students and
professionals, etc. (Table 1).

Awareness of social networking sites:

From this result, it is observed that nearly 98% of the internet users are aware of
social networking sites and only 2% of them are clueless. Although the concept of
computer-based communities dates back to the early days of computer networks,
only some years after the advent of the internet online social networks have met
public and commercial in a successive manner. At the most basic level, an online
social network is an internet community where individuals interact, often through
profiles that represent their selves to others (Donath and Boyd, 2004). Social
networks have grown rapidly, and some like face book, orkut, have achieved the
mass market and penetrated in a few months since their inception, such
applications have infringed their users in different strategy to interact with more
people (Table 2).

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Number of profiles in social networking sites:
The study found that all the respondents that is, 100% of respondents have profiles
on Face book. And also, 88% respondents of the same group have profiles on
Orkut, 62% respondents have connected to twitter and 37% of users have account
on other social networking sites. The users can create many accounts in different
social networking site. Face book is useful for communication, self-promotion, to
know about friends’ community and to find the missed out school and college
mates. The peers use the Face book, Orkut and Twitter for the same reasons to
share the information and communication. Due to this reasons, Face book, Orkut
and Twitter were more popular among the internet users of youth population
comparatively with other social networking sites (Table 3).

Ads in different social networking sites:

From the earlier mentioned, it is found that 45% of the users find Face book as a
well communicated social networking sites, which promotes more brands and
advertisements, gives information about product and service which is useful for the
young user community in an interactive way to learn more about the particular
brands, 12% user suggests Twitter, please follow one pattern all here small words
has effective communication of advertisements. 28% of users find Orkut as the
second option in communicating brand advertisements (Table 4).

Exposure of different kinds of ads:

From the data, it is found that 32% of respondents have come across web banner
ads in these social networking sites like Face book, Twitter and Orkut whereas 8%
cut across pop up ads and flash ads in various websites and 31% of users found
video ads in YouTube and in other sites. Google, Yahoo and News International
have bought themselves a presence in the social networking arena with different
communication strategy to have innovative appearance in content and display

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(Stroud, 2007). The detailed rationale for these acquisitions differs, but all have a
common theme of essential access to the enormous audiences of these sites (Table
5).

Communication creates trust on ads:

From the survey data, it is understood that 38% of user agreed and satisfied with
ads appearing in social networking sites, whereas 11% of the user disagreed and
unsatisfied with certain communication of information. Only 51% of the
respondents found it neutral. The web has proved a catalyst in bringing the changes
forward and amplifying their scale in creating trustworthiness (Table 6).

Accessibility of ads:
Only 8% of the total samples say that they have never accessed or shown interest
to the ads displayed in social networking sites, while browsing internet for other
communication purposes. And 36% of the respondents use to access often and
were interested to listen to the advertisements of various brands, 35% user says
they listen to the brand communication and also link to the brand sites to gather
more information and 21% of the user access according to the way of
communication it appears, because sometimes the brand promotion could be in the
form of display ads, interactive feedback forms or as interactive games, accessing
of advertisements information differs sometimes according to the format of brand
communication . Today's customers want to be engaged differently than in years
past and many traditional marketing tactics simply do not work anymore. Social
media marketing is a revolutionary way to build solid relationships with customers
long before first contact with fun, attractive messages and interactions(Table 7).

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Brand communication that attracts the users:
Games, quiz and updates of latest information are the kind of interactive
communication messages that attracts 28% of users. 26% of users are attracted to
fan pages and posts. 20% of users are pulled their interests towards flash ads, 14%
of users listened to video ads and remaining 12% of users are interested to
traditional banner ads. Most of the social networking websites are enabling brands
to engage the right people in the right conversation at right time (Shih, 2009).
Nowadays communication on branding in social networking sites is more personal,
contentious, fascinating and influencing among the user community (Table 8).

Impact of communication:
According to the respondents, 67% of user agreed that the communication strategy
used in brand communication creates impact on certain brands effectively and also
which could help them to recall the same often and interactively. 24% of users said
that it partially creates impact and traffic of communication, which result to
confusion in users mind. The remaining respondents almost 9%, says that it does
not create much impact on ads but still effective for other communication purpose
like sharing and chatting information (Table 9).

Content analysis:
The three social networking sites Face book, Twitter and Orkut were chosen to
analyze the units of parameters and the presentations of data are shown in Table
10.

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RESULTS OF THE ANALYSIS
As seen earlier, the various brand communication factors involve in these kinds of
social media advertising and day by day competition among the brands increase.
So, to survive brands, the communicators come up with more and more innovative,
interactive and interesting kinds of brand communication messages which make
the users to access them and develop closeness with the different brand
communication strategy with attractive name and its service.
1. The finding of the study states that the audiences respond more to interac tive
marketing than the traditional ads followed in internet advertising.
2. Almost everyone is communicated through social networking sites.
3. Nearly 70% of the audience has impact through ads in social networking sites
and half of them access these ads e.g. games, quiz, events, etc.

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4. Users remember the brand by the way they advertise. They respond to any new
form of advertising which interest them.
5. Social networking sites will become the primary arena for highly targeted
marketing and advertising. Social networking sites present an unmatched
opportunity to build brand.
6. Users of Face book and Orkut are of same age group and category. In twitter,
people do not show much interest because it’s just like a micro-blogging site.
7. Interaction is more in the display banners advertisements in Face book and
Orkut.

RESULTS ACHIEVED BY PAYTM:

1. Paytm has won many awards and achieve many things in just 5 years.
2. Paytm won NDTV Digitizing India awards for Disruptive digital
Innovator.
3. Paytm Apps get featured in apple apps store’s Best of 2014 in Mobile
DTH Recharge shopping category.
4. Paytm won gold medal for Faber Best mobile wallet.
5. Paytm won Best Start Up of the year in 2012.

NEED FOR THE STUDY

Social Media is the current big buzzword in the world of Internet Marketing, and
with good reason. It is already such a big part of the Internet culture. It is here to
stay and should be ignored by marketers, or indeed anybody, at their peril. It is
important to understand WHY people use these websites, as there is a broad
demographic on these sites. Some people use them for business purposes, to
network and find new deals. Then there are others who use social networking sites
for purely personal reasons and are totally oblivious to the fact that there is a
business presence in the social networking environment at all.

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It is fascinating to see that there are so many different things going on in one place,
and even more incredible that they seem to all work in harmony.

To know:

 How diverse social networking community could be ?

 Are we reaching the right audience, and if so, are we reaching them effectively?

 To know the effectiveness of branding and communicating through SNS.

LIMITATIONS OF THE STUDY

 Market research is conducted to various respondents so biases such as

mood, feelings act on research settings.

 The responses from the respondents could be biased which ultimately

affects the results shown by marketing research.

 This study limits to Noida & Greater Noida.

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 SCOPE OF THE STUDY

 The study would help in gathering the opinion of people for social
networking sites, how do they use it, what are the things that they do on
social and professional networking sites and how these sites help them in
socializing with their personal and professional contacts.

 The study further helps in analyzing the benefits of promoting through

social media, identifying the benefits of branding and promoting via SNS.

The study will help to formulate and implement Marketing strategies for Branding,
Promoting and communicating the information to the customers through SNS

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 CHAPTER-6

CONCLUSION

Communication about the product or service provides a major contribution to

brand competition in the market. It not only provides information about a product
or service but also promotes creative innovation. Besides advertising, it also
facilitates consumer satisfaction. The hidden fact is that no brand can progress
without effective communication strategy to attract their customers or users. Big
and small variety of brands nowadays laid their base on social network
communication to get recognized in the target market.
Social networking sites users of Face book, Twitter and Orkut have become a
personal, product and corporate branding hub in India nowadays in digital era.
Every brand that exists on social networking sites has the same core features and
benefits, such as the ability to create a page, share resources, add multimedia and
much more. Social networking sites are filled with potential users who are mainly
young adults. They spend more time in these networking sites due to heavy
commercial contents, entertainment and social gathering. So, product or service
communicators throng their ads in these areas with more and more interactive and
with fascinating factors so that their brand identity is developed among the right
choice of focused audience. Advertisers and brands uses social networking sites as
the major resource for their promotion and developing brand identity among the
focused market.

Undoubtedly, it’s an expansion time for E-Commerce Industry. E-Commerce

players are banking on the Indian internet growth story. The fact that an average
online user is spending more time online gives these players the opportunity to
draw more users to their websites through innovative marketing strategies such as
those revolving around social media.
Furthermore, to fully utilize the opportunity, players need to leverage the growing
Number of mobile devices in the country. They should focus on developing mobile
compatible websites and applications. This would allow customers to log on to
easy-to access platforms and browse e-Commerce websites on their mobile
devices.
They also need to focus on innovation to tackle challenges arising from low credit
and debit card penetration. They could consider working with financial
intermediaries to develop payment systems, such as escrow services, for resolving
issues around security and product delivery. The RBI could step in and reduce the

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number of online transaction failures by defining service metric quality and
monitoring it at regular intervals. This would enable it keep a close eye on the
performance of financial intermediaries and plug gaps as soon as they occur.
Paytm is emerging as a giant e-commerce company, but with the launch its mobile
Wallet, QR code payment system and the new payments bank, it is changing the
entire payment landscape in India, posing a threat to the conventional banking
system. Under the leadership of Mr. Vijay Shekhar Sharma, a true visionary, the
day is not faraway, when Paytm will become the first and only fin-tech with a
billion dollar mark.
Go Big or Go Home!

Suggesstions:
Communication should be more preferred than advertising: people do not prefer
buying products through social networking sites. So, if the brand is communicated
well and remembered by the audience, then it is a greatest success to the company
for their promotion through social media.
Promotional way of advertising is best: the usual banner ads and pop-up ads make
the users to ignore them. So advertising must be interactive, promotional and in
innovative form to hold the audience. It should target the individuals than the mass.
If an ad is hosted for a group then that would be no advantage in delivering
specified information. Adding more multimedia elements
to have more interactive factors in fan pages and group would benefit the brand use

Learnings:
With the help of social media, Paytm managed to reach a huge proportion of their
target audience, increased brand awareness and engagement, and increased intent
to buy & Sell Product through website. What’s more, a huge proportion of this
success can be attributed directly to the use of social media and, above all else,
YouTube.
The marketing team at Paytm understood their audience and marketed for them,
not simply to them. This has eventually proved to be the most successful step
taken.With help of Paytm the local store can also sell their product through Paytm.
Paytm helps in their business. However, nowadays everybody has been addicted to
find sell or buy product from Paytm. Paytm has made people crazy.

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REFLECTION ON THE INTERNSHIP

What started out as an online mobile recharge site has transformed into a mobile
retail marketplace. Add to it the Paytm wallet and the company offers a complete
package to its users. This is a small story about Saravandas, a restaurant owner in
Kerala’s Palakkad town, would have a nightmare every time he leaves the cash box
in someone’s custody and steps out to recharge his mobile phone. The young
entrepreneur then decided to find a way out - he downloaded Paytm, a mobile
wallet, on his smart phone, using which he now makes all his bill payments at the
click of a button, from the comfort of his chair.
This is one among the millions of stories I came across, which shows how Paytm is
Revolutionizing the payment system in India.
E-payments and mobile wallets are getting more popular among the youth in the
country. As these are gaining wider acceptance, a major concern of our financial
regulator too is getting addressed - the Reserve Bank of India (RBI) has started
working towards making India a cashless economy and to bring in accountability
and transparency in each financial transaction. The major reason for this is the
smart phone that enables internet penetration in to rural parts of India. Increasing
government support is another catalyst. Paytm payments bank will be a major
breakthrough in this.
My internship at Paytm was fruitful, as far as my goals are concerned and was a
great learning experience for me. I worked with some of the best minds in India,
full of zeal and passion, in an environment which always has a hunger for more
success. Mostly importantly I learned about the mantras of marketing, which
would surely help me in future.

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 CHAPTER-7

ANNEXURE

QUESTIONNAIRE
Dear Sir/Madam
I am a student of Bharati Vidyapeeth University Pune, School of Distance
Education Pune, Academic Study Centre BVIMR New Delhi presently doing a
project on “Social Media Marketing At Paytm “. I request you to kindly fill the
questionnaire below and I assure you that the data generated will be kept
confidential.
Name: ………………………………………………………….……………
Contact No: ……………………………………………………..
City: ………………………………………State: …………………………..

PART-A
1. Age
 Below 30
 30-40
 40-50
 Above 50
2. Educational Qualification
 Undergraduate
 Graduate
 Post Graduate
4. Occupation
 Business
 Profession
 Service

PART-B
4. How often do you use internet?

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  Once a week
 1 or 2 hrs. a day
 2 to 3 days a week
 More than 3 hrs.
5. Are you aware of social networking sites?
 Yes
 No
6. How often do you log in those networking site?
 Daily
 2 to 3 times a day
 Once a week
 More than 3 times a day
7. How many SNS profile do you have? Mention the number here and tick the
options…………
 Orkut
 Face book
 Twitter
 Others
8. In which SNS do you find ads communicated well?
 Face book
 Orkut
 Twitter
 Other

9. What kinds of ads have you come across in these sites?

 Web banner
 Pop ups
 Flash ads
 Video ads
 Others
10. Do you agree that the ads should appear on SNS?

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  Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
11. Have you ever accessed these ads coming on your way?
 Often
 Sometimes
 Never
 Depending on ads
12. What kinds of Brand communication attract you in SNS?
 Interactive Flash ads
 Banner ads
 Games, quiz, updates
 Video ads
13. Did these kinds of ads made an impact over you?
 Strongly Agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
Charts and Tables-

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Is Social Media Marketing Effective?

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The rise of Social networking AD spending:

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The Social Media Effect:

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 CHAPTER-8

REFERENCES

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