Prepared by : Kunal Bhardwaj Megha Gupta Kanica Khowal Nikita Mehra Nakul Sehgal Ajit Singh

WHAT EXACTLY IS SOCIAL MEDIA ? WHY IS SOCIAL MEDIA RELEVANT TO RETAIL? HOW CAN RETAILERS IN INDIA HARNESS SOCIAL MEDIA?

WHAT EXACTLY IS SOCIAL MEDIA ? WHY IS SOCIAL MEDIA RELEVANT TO RETAIL? HOW CAN RETAILERS IN INDIA HARNESS SOCIAL MEDIA?

THE CONCEPT OF SOCIA MEDIA HAS EXISTED SINCE THE DAYS OF CAVE PAINTINGS

BUT THE INTERNET HAS MADE THINGS! POSSIBLE ON A WHOLE NEW SCALE

EARLY INTERNET-ENABLED SOCIAL MEDIA INCLUDED BULLETIN BOARD SYSTEMS (BBS)!

THE WEB S FIRST SOCIAL NETWORK SIXDEGREES.COM LAUNCHED IN 1997

NOW IT SEEMS LIKE A NEW SOCIAL! NETWORK LAUNCHES EVERY WEEK

BUT IT S NOT THE NUMBER OF PLATFORMS THAT MAKE SOCIAL MEDIA SO IMPORTANT FOR RETAILERS

WHAT EXACTLY IS SOCIAL MEDIA ? WHY IS SOCIAL MEDIA RELEVANT TO RETAIL? HOW CAN RETAILERS IN INDIA HARNESS SOCIAL MEDIA?

WORLWIDE USERS OF SOCIAL MEDIA:! 150,00,00,000+

PROPORTION OF THE WORLDS! POPULATION WHO USE SOCIAL MEDIA:

22%

POPULATION
1500 millions 1000 500 0

China Population 1338

India 1183

Facebook 800

Usa 310

Indonesia Brasil 231 198

AND GROWTH SHOWS NO SIGNS OF SLOWING

NEW USERS JOINING! FACEBOOK EVERY DAY

5,00,00,000

Population

800 600 400 200 0 FACEBOOK TWITTER Google +

Active SOCIAL MEDIA USERS:

800,000,000+

50%
OF FACEBOOK USERS SIGN IN EVERY DAY

MINUTES SPENT ON FACEBOOK EACH MONTH

700,000,000,000
THAT EQUATES TO MORE THAN!

1 MILLION YEARS!
ON FACEBOOK EVERY MONTH

SOCIAL MEDIA ARE REAL-TIME COMMUNICATION CHANNELS

EACH FACEBOOK FAN IS WORTH! US$3.60 IN EARNED MEDIA REACH

YOU CAN TURN THIS POTENTIAL INTO REAL BUSINESS OPPORTUNITY?

WHAT EXACTLY ARE SOCIAL MEDIA ? WHY IS SOCIAL MEDIA RELEVANT TO RETAIL? HOW CAN RETAILERS IN INDIA HARNESS SOCIAL MEDIA?

HOW CAN RETAILERS IN INDIA HARNESS SOCIAL MEDIA?

In 1960, Tom Monaghan and his brother, James, purchased DomiNick's,[a small pizza store in Ypsilanti, Michigan near Eastern Michigan University Monaghan renamed the business Domino's Pizza, Inc. in 1965. In 1967, the first Domino's Pizza franchise store opened in Ypsilanti. The company logo was originally planned to add a new dot with the addition of every new store, but this idea quickly faded as Domino's experienced rapid growth. The three dots represent the stores that were open at the time(1969).By 1978, the franchise opened its 200th store. In 1975, Domino's faced a lawsuit by Amstar Corporation, maker of Domino Sugar, alleging trademark infringement and unfair competition. On May 2, 1980, a federal appeals court found in favor of Domino's Pizza.[9]

 To

analyze the scope of social media to retail ascertain potential market

To

To locate the social active audience. To emphasize on Dominos Ads campaign targeting socially active audience. To seek the most adopted mode of ordering . To emphasize on the costumers needs in respect of online ordering.

 Dominos India

has multiple facebook pages with more than 5,086,067 active members and 145,949 talking about it.

 Dominos

pizza india updates and tweets multiple times a day and has more than 3000 followers

Descriptive research: To portray the characteristics of an individual, group, situation. SOURCE OF DATA In the data collection method, we have collected both primary and secondary data to meet our objective.

Primary data:
The primary data was collected by a survey based on the questionnaire. Research Approach: The required information in the form of data is collected through survey method, with the help of personal interview through questionnaire method

Sample size: The sample size means how many people should be surveyed. So that total sample size is 50

Sample location: ROHINI AND PITAMPURA Sampling Procedures: convenient and judgmental sampling
for my research.

Data collection method :

Personal interview method is used for collection of primary data in the form of questionnaire from respondents.

Research Instruments:
Once the source of data collection is decided then comes the instrument for data collection or the research instrument. In this survey method a questionnaire was framed.

Analytical tools:
We have used pie diagrams and bar graphs to analyze the data collected.

Have you ever heard about social networking sites?

30% YES NO

70%

There were almost 70% of people who were well aware of social networking sites where as 30% of the respondents were not at all aware of the recent trends and social media and networking sites

Do you have an account on social networking sites?

20% Yes No 80%

From the above 70% aware respondents ,we found a positive response of 80%people who have a single or multiple accounts of various social networking sites .

On which social networking site you have account?

5% 4% 20% 55% 16% Facebook Twitter Orkut Youtube Others

In Respect to various social networking sites and mediums we found that 55% of the respondents have an account on facebook and 16% have there respective account on twitter . Where as orkut caters 20% of the respondents from our survey and 4% are towards YouTube and 5% use other social networking sites .

How often do you access social networking sites?

12% 2% Multiple times a day 41% 18% Once a day Occasionally Once a week 14% 13% Once a month Never

We found that 41%of the social audience used the account multiple times a day where as 13% use it only once a day and 14%of people use it occasionally , 18% constitute to once a week , 12%towards once a month and the lowest is 2% that is people who never came back after creating the account.

Share pictures, videos, games , 5Promote ideas, 10

Social interaction , 12

Sharing data , 7

Promote business , 15 Keep and make new business contacts, 15 Meet new people, 15 Find old friends , 13

Keep in touch with family and friends, 8

Mostly people operate the account with an objective of keeping in touch , promoting bussiness as well as finding new bussiness and meeting new people rest of them use social media to share and be active.

How often do you see dominos Ad Campaign on social networking sites you access?
2% 6% 18% Often Seldom Always Never

74%

Basically most of the respondents have seen the ad campaign online , where as 18% have an an idea what it is 6% see it on a regular basis and finally 2% have never seen it even once.

Do you find the online dominos ad interesting?

28%

72%

yes no

From the data collected we found that 72%of the people are in favor of liking the ad campaign where as almost half of the agreeing people did not find the ad interesting

Are you the member of Dominos fan page on any social networking sites
no 28%

yes 72%

72%of the respondants were dominos page active as well as fans too and 28 % said no when asked that are you the member of dominos fan page on any social networking site

Have you ever participated in any contest on Dominos fan page ?

yes no

45% 55%

55% of people participate and show there social presence where as 45% of the audience is not much active in respect of participating towards dominos fan pages

Does the information you get about dominos on various social networking sites persuade you to place the order online

30%

35%

yes no cant say

35%

All the three answers hold almost equivalent position because yes ,no and cant say are almost equal in response nearly 35and 30% respectively

How did you get to know about the online pizza delivery service of dominos?

20%

25%

10%

15%

Newspaper Internet Television Magazines Others

30%

Mostly people got the idea of dominos thru internet then newspapers , then television and magazines and other sources at last

Have you ever placed an order online

yes no

30%

70%

Only 30% people have ordered the pizza online despite of 70% have never even ordered online

What mode you prefer to place the order when you are at home
30%

70%

Preference mode is via phone 70% where as 30% said they prefer to place the order via internet

Since we have found out that the majority of people exist on social networking sites and are well aware of dominos and have even visited the dominos web pages , social pages and fan pages and are familiar with the ad campaigns even but still are hesitant to order online. Respondents are ready to walk in and order where as internet as a medium to order was opted by few in number There is ample of awareness of the brand

Questionnaire Name : ________________ Age :____ Contact : ________________ Gender ________ Occupation : ________________ ____________________________________________________________________________________ This is the part of research study which is purely for academic purpose. We assure that the details provided by you would be kept confidential ____________________________________________________________________________________ Q1. Have you ever heard about social networking sites? Yes No Q2. Do you have an account on any social networking site? Yes No Q3. On which social networking site you have an account? Facebook Twitter Orkut Youtube Others Q4. How often do you access social networking sites? Multiple times a day Once a day Occasionally Once a week Once a month Never Q5. Why do you have an account on social networking site? Social interaction Sharing data Keep in touch with family and friends V Meet new people Find old friends Keep and make new business contacts Promote business Promote ideas Share pictures, videos, games Q 6.How often do you see dominos Ad Campaign on social networking sites you access? Often Seldom Always Never Q7. Do you find the online dominos ad interesting? Yes No

Q8. Are you the member of Dominos fan page on any social networking sites? Yes No Q9. Have you ever participated in any contest on Dominos fan page ? Yes No Q10. Does the information you get about dominos on various social networking sites persuade you to place the order online? Yes No Cant say Q11.Do you know about online ordering service of dominos? Yes No Q12. How did you get to know about the online ordering service of dominos? Newspaper Internet Television Magazines Others, specify ___________________ Q13. What mode you prefer to place the order when you are at home? Via phone Internet Q14. Have you ever placed an order online? Yes No Q15. Are you satisfied with the menu information provided on the online system while ordering for the dominos product? Yes No Q16. How would you rate the online service of dominos in terms of quality? Excellent Good Average Poor Q17. Will you order dominos products online if given discounts? Yes No May be Q18. Would dominos be your first choice over others? Yes No Q19. Any suggestions you would like give for online dominos service ____________________________________________________________________________________

 https://twitter.com/#!/dominos http://en.wikipedia.org/wiki/Domino%2

7s_Pizza https://www.facebook.com/dominospizz aindia