Study on

Title: Social Media Marketing

Company Name:Green Rock Enterprises [Greenrockstore.com]
Place:New Delhi

Submitted by
Akhil Sidana
Registration No:
13010121375
Under the Guidance of
Mr. Chetan Soni
Prof. Sunil DAnto
Managing Director
Green Rock Enterprises

Assistant Professor
Alliance School of Business

In partial fulfillment of the Course-Industry Internship Program -IIPin

Semester II of the Master of Business Administration (Batch of
2013)
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Master of Business Administration

Industry Internship Program (IIP)
Declaration

This is to declare that the report title Social Media Marketing has
been made for the partial fulfillment of the Course: Industry
Internship Program (IIP) in Semester II by me atGreen Rock
Enterprises(organization) under the guidance of Prof. Sunil DAnto.
I confirm that this Report truly represents my work undertaken as a
part of my Industry Internship Program (IIP). This work is not a
replication of work done previously by any other person. I also
confirm that the contents of the report and the views contained
therein have been discussed and deliberated with the faculty guide.

Signature of the Student:

Name of the Student (in Capital Letters)

:AKHIL SIDANA

Registration No.: 13010121375

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Master of Business Administration

Certificate

This is to certify that Mr. Akhil SidanaReg. No. 13010121375 has

completed the report titled Social Media Marketingunder my
guidance for the partial fulfillment of the Course: Industry Internship
Program

(IIP)

in

Semester

II

of

the

Master

of

Business

Administration.

Signature of Faculty Guide:

Name of the Faculty Guide:

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CONTENTS:

TITLE

PAGE NUMBER

1. Executive Summary

2. Introduction

2.1 Industry Overview

8
13

2.2 Company Overview

5. Project Profile
5.1 Objective of the study

20
20
21

5.2 Methodology
8. Observations and Analysis
8.1 Competitor Analysis
8.2 Survey for Mobile skin/cases

23
23
27
31

8.3 Web Analytics

12. Recommendations

37

13. Conclusion

39

14. Learning Outcome

40

15.Annexures

40

16.References

41

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1. Executive Summary:
Greenrockstore.com is online merchandise store dedicated to the
passionate fans of TV series and movies. In this store, you can buy
cool and funky T-shirts, hoodies, laptop skins, posters, coasters,
printed mugs and much more based on the themes of movies, TV
series, and games. The store is also providing the option of
customization to the customers where customers can come up with
new ideas and can post their ideas to the company.
My internship profile in this company is of Social Media
Marketing where we have to promote our brand using all social
media communications and also have to increase the reach to
attract more number of customers.
In internship my work was to promote the brand name that is
Greenrockstore.com using social media mode and to increase the
number of customers. Firstly started with Facebook where I have
promoted our Facebook page of Greenrockstore.com by sharing
link of Facebook page to my friends on Facebook and also send
messages to those Facebook users who liked or shared our post on
Facebook page to promote our brand.
Then, I have been given companys Gmail account to upload some
fan made videos related to our products (for e.g. animated
superheroes videos, TV series videos etc.) on YouTube for
promotion purpose. And also searched some online forums like
tripadvisor.com, yahoo answers, quora.com where I have to give
answers to peoples questions and then have to share our site link
to promote and to increase the reach.
In internship, also met with some restaurants and cafes to give
them our visiting cards, so that they can give our visiting cards to
their customers with their bill to promote us, and met with some
vendors for manufacturing of T-shirts and printed mugs, and made
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a deal with a vendor for the manufacturing of printed mugs for our
store.
And also handled Twitter account of the company for two weeks
where I have to increase the followers and interact with the
followers and have to link them to the official site of
Greenrockstore.com by tweeting something really attractive tweets
on the our wall and by tweeting something interactive related to
theirstatus so that they reply to that can do a conversation with
them and hence link them to our official site by sharing our link of
site. And also organized a contest on twitter related to the Football
world cup 2014 for promotion purpose and to increase the
followers.
Basically, my work throughout the internship was to promote our
brand using different modes of communication over internet and to
increase the number of followers and customers.

2. INTRODUCTION:
As Greenrockstore.com is an online merchandise store so my
internship project was basically social media marketing thats is
my work was to promote our brand name in media market using
social sites like Facebook, Twitter, Yahoo, You tube, Instagram etc.
and also promoted our brand in cafes & restaurants of Delhi, and to
increase the reach to attract maximum numbers of customers.
In internship, as my work was promotion of our site that is
Greenrockstore.com, hence, firstly did the analysis of other
competitors
in
the
market
like
Lazyninja.com,
Thesouledstore.com, Redwolf.com and after analyzing these
online store started with Facebook, where I promote our Facebook
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page of Greenrockstore.com and also targeted the segment of

peoples who are interested in buying merchandise from our store,
and these targeted peoples are the one who are liking our posts,
photos, status etc. on our Facebook page, we have to target them
by sending them one promotional message on behalf of our
company attract them. And also have to share links and photos of
Greenrockstore.com on our Facebook profile and send promotional
messages to Facebook friends. Then, I have been companys Gmail
account where I have to upload some fan made videos which
should be related to our stores themes like animated videos of
superheroes, best movie scenes, and best TV series scenes etc. on
You Tube for the promotions of our site.
And also met with some start up cafes and restaurants managers to
convince them to distribute our visiting cards to their customers
with their bill to promote our brand and met with some vendors in
Delhi who manufactures T-shirts and printed mugs and also done
deal with a vendor for manufacturing of printed mugs for our store.
And joined some online forums like Yahoo answers, ask.com,
tripadvisor.com, groundspeak.com, quora.com etc. where I have to
interact with peoples by giving answers to their questions and then
have to promote our site page that is Greenrockstore.com.
And also handled Twitter account of the company for two weeks
where I have to increase the followers and interact with the
followers and have to link them to the official site of
Greenrockstore.com by tweeting something really attractive tweets
on our wall and by tweeting something interactive related to their
status so that they reply to that can do a conversation with them
and hence link them to our official site by sharing our link of site.
And also organized a contest on twitter related to the Football
world cup 2014 for promotion purpose and to increase the
followers.
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Therefore, in a nutshell, my work throughout the internship was to

promote our brand via social media over internet and to increase
the number of followers and to increase the reach to attract more
1number of customers.

2.1 INDUSTRY OVERVIEW:

E-commerce: An Overview
E-commerce is a business that takes place electronically, generally
over the internet. It refers to the use of internet and web to transact
business between and among organizations and individuals. . Ecommerce is a boon for India. In India E-commerce has been on a
sharp upward curve, according to a survey by Assocham. The
industry has grown from $8.5 billion in 2012 to $ 16 billion in
2013, which is a growth rate of 88%. Although the internet came to
India in 1995, it was only post 2007 that E-commerce truly made
significant inroads with the setting up of companies such as Snap
deal and flip kart. The E- commerce market in India wasvalued at
$ 2.5 billion in 2009. It grew to $ 6.3 billion in 2011 and to $ 16
billion in 2013. The industry is predicted to reach a staggering
value of $ 56 billion by 2023, accounting for 6.5 % of the retail
market (Dudhwevalah, 2014) and according to the report by
IAMAI, the current E-commerce market in India is around US$ 10
billion. And market has potential to grow anywhere between US$
70 billion US$ 150 billion under one scenario and at another
level it can grow between US$ 125 billion- US$ 260 billion by
2024-2025.
Globally, the scenario is much the same. Brazil is one of the fastest
growing economies in Latin America. According to a recent report,
it estimates Business to Consumer (B2C) and online travel sales,
was total to $18.7 billion in 2012, a growth of 21.9% over the
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previous year. Brazil accounted for more than half of the total B2C
e-commerce sales in Latin America through 2013.
Retail e-commerce itself in U.S in 2012 was grown by 17% and
accounted for $200 billion in sales. And in 2011 saw the European
online market on boom. In global scenario, China is fast emerging
as biggest player in e-commerce. According to the report by 2015
it may well surpass the U.S.
The scope of E-commerce has made it feasible and more attractive
than any other business channel in the economy today.
E-commerce- Boon to the economy:
The key reasons for the success of e-commerce are as follows:
1.
2.
3.
4.
5.
6.

Shopping 24x7
Reduced operational cost
Easy to compare
Safe and secure
Increased reach to the merchant
Social Media Trends.

Types of E-commerce:

1. Business to Customers (B2C): Business that sells products

or provide services to end users customers.
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2. Business to Business (B2B): Business that sells products or

provides services to other businesses.
3. Customer to Customer (C2C): In this type of e-commerce,
consumers interact with other consumers through online
auctions.

Major Players in the Industry:

1. Flipkart.com:
Flip kart is founded by Sachin Bansal and Binny Bansal in
2007. Both were IIT, Delhi alumni and had worked in
Amazon.com. Flipkart.com is ranked #127 in World and ranked
#8 in India by Alexa Ranking. Initially it was funded by
Bansals themselves with 4 Lakhs. The estimated website net
worth based on its advertising is around $4.8 million.
Flipkart.com receives 9.15 million daily page view per visitor
that is a hike of 1.60% in daily page views per visitor and
bounce rate is 22.50%.
Products Category:

Mobiles and Electronics

Camera and Accessories
Home Appliances
Books
Movies and Music
Games and Consoles
Computers and Laptops
Appeals
Health and personnel care

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2. Myntra.com:
Myntra.com was started in 2007 by Mukesh Bansal, Ashutosh
Lawania and Vineet Saxena. Myntras headquarter is in
Bangalore with regional offices In New Delhi, Mumbai and
Chennai. It began its operations in the B2B (Business to
Business) segment with the personalization of gifts, which
included:o T-shirts
o Mugs and
o Cups
In 2010, company shifted its strategy to B2C (Business to
Customer) oriented firm, expanding its catalogue to fashion and
lifestyle products. Myntra.com is ranked #263 in World and ranked
#17 in India by Alexa Ranking. Its daily page view per visitor is
6.92 million.
Products Category:
Clothing and Apparels
Shoes and Accessories
Fashion and Lifestyle Products

3. Snapdeal.com:
Snapdeal.com was founded by Kunal Bahl and Rohit Bansal in
2010 as a daily deal platform but later on expanded into product
retailing across various categories. Its Headquarter is in Delhi.
Snapdeal.com is ranked #270 in World and ranked #15 in India
by Alexa Ranking. Their daily page view per visitor is 5.79
million.

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Product Category:

Clothing and Apparels

Shoes and Accessories
Home and Kitchenware
Health and Personal Care
Sports and Outdoors
Mobiles and Electronics
Books
Movies and Music
Games and Consoles
Computers and Accessories

4. Jabong.com:
Jabong.com was launched in India in January 2012. It is a
fashion and lifestyle e-commerce owned by Rocket Internet and
its Headquarter is in Gurgaon, NCR. It was co-founded by Arun
Chandra Mohan, Praveen Sinha and Lakshmi Potluri.
Jabong.com is also having an international store called
Jabongworld.com, which sells Indian ethnic wear and western
wear such as sarees, salwar suits and dress materials in foreign
currencies. Jabong.com is ranked #293 in World and ranked #14
in India by Alexa Ranking and daily page view per visitor is
5.55 million.

Product Category:
Clothing and Apparels
Shoes and Accessories
Fashion and Lifestyle
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5. Homeshop18.com:
Homeshop18.com is an online and on air retail store which is
promoted by Network18:- Indias premier media and
broadcasting group. Homeshop18.com was launched 9th April
2008 as Indias first 24 hours Home Shopping TV channel,
where anchors performed live demonstration of products on
sale similar to HSN or QVC in USA. Homeshop18.com is
ranked #1381 in World and ranked #109 in India by Alexa
Ranking and its daily page views per visitor is 5.17 million.

Product Category:

Books
Cameras and Accessories
Mobiles and Accessories
Clothing and Apparels
Home Kitchen
Electronic Appliances
Computers and Accessories
Toys and Games
Health and Beauty
Jewellery and Watches
Movies and Music.

2.2 COMPANY OVERVIEW:

Green Rock Enterprises (Greenrockstore.com) is an online
merchandise store dedicated to the passionate fans of TV series,
movies or games. Store is having a collection of cool and funky T13 | P a g e

shirts, hoodies, laptop skins, posters, coasters, printed coffee mugs

and much more. Greenrockstore.com provides the wittiest and
coolest stuff and aim to come out with products that are inspired by
TV series, movies, games and pop culture and also provides the
option of customization for customers where if any customer has
something interesting idea then they can drop their ideas and store
give life to their ideas.
The company was set up by an alumnus of IMT Ghaziabad, Mr
Chetan Soni of the 2012 batch, in October 2013.The company
aims to target the growing market for pop-culture based products,
indicated by the growing popularity for international TV series as
well as movies. The company has begun to market aggressively to
reach out to its target market, which is the youth in the age range
18-25. Since this segment is likely to have the purchasing power as
well as harbour a demand for products such as T-shirts and lap-top
skins based on their favourite characters from popular culture, this
has been identified as the ideal target. The Company has a strong
and growing presence in the online world and the social media, as
seen from the activity on various platforms such as Facebook,
twitter Pinterest and YouTube. Greenrockstore.com is ranked
#754,788 in World and ranked #54,301 in India.
Pop culture is defined as the modern popular culture transmitted
via the mass media aimed primarily at the youth. Green Rock
produces pop culture merchandise, i.e. merchandise themed around
popular elements of the culture, namely TV series, movies and
sports.

Coupons Partner:
Shop pal
Couponrani
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 Coupondunia
Coupon something
Frapp

Range of Products:
T-shirts

Figure 1: T-shirts

Currently there are 27 different designs available in the site for

purchase. The T-shirts are unisex, aimed at both male and female
consumers. Most of these are based on movies such as Fight Club
and Harry Potter which have a cult following and TV series such
as The Big Bang Theory which has become immensely popular in
the recent years. The T-shirts are made from 80 % cotton and 20 %
polyester.

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 Laptop Skins

Figure 2: Laptop Skins

Laptop Skins are large size adhesive posters used for applying on
the front cover of the lap top, as an expression of the lap-top
owners interests. These are a relatively new product range for
Green Rock, and as such currently the company stocks 9 designs of
skins.
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Posters

Figure 3: Posters

Posters are printed on 300 gsm matte paper with a size of 18 *

12. They incorporate quotes and images of popular characters.

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 Coffee Mugs

Figure 4: Coffee Mugs

Coffee mugs are another new product line from Green Rock. The
coffee mugs are themed around international football teams, aimed
for the Football World Cup campaign.

Operations:
The company sources designs from a pool of freelance designers.
These designers are compensated either on a fixed or a profit
sharing basis. The designs are sent to vendors of each product who
ship the product to our warehouses based on fixed timelines.
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Orders from the website are processed to make the delivery from
warehouse to destination.
Branding:
Green Rock positions itself as the one stop store for the
passionate fan. It is perceived as a youthful, vibrant and funky
brand. It has the quirkiness associated with youth oriented
products, so that the consumers can relate to the brand and what it
stands for.
As part of the brand offering, Green Rock continues to deliver
quality T shirts with catchy quotes and characters from the
consumers favourite shows and movie.

SWOT Analysis of the Company:

Figure 5: SWOT Analysis of Greenrockstore.com

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3. Project Profile:

3.1 Objective of the Study:

This objective discusses in depth the nature, significance, and
scope of the project. The primary objective of the project was to
understand consumer preferences in purchase of pop culture
merchandise and as well as study their purchase behavior through
the use of web- analytics. Based on this research, new product
designs were launched. Also, the study of purchase behavior
revealed some critical insights which were used to improve
conversion ratios and bounce rates. In addition, new digital
marketing campaigns were proposed and cross promotional
activities were started with other companies. To expand the
product portfolio, agreements with new partners were made, while
developing a base of talented freelance designers for the products.
The summary of the scope of the project is as given below Promotions: using social media sites, by organizing
online contests, distributing visiting cards of the
company, online forums.
Cross Promotions
Competitors Analysis
Market Survey
Learn use of Google Analytics for setting goals or to
know where the company is standing in the market.

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Consumer Preference for Pop Culture based Products:

In order to expand product portfolio, the designs should be such
that they are based on the most appealing show/movies at the time.
Therefore, an accurate picture regarding this particular area should
be obtained, failing which will result in excess stock as well as loss
of brand appeal.
Exact data on viewership of international movies and series are
unavailable, as a large segment of the youth prefers watching
downloaded content through peer to peer networks such as pirate
bay over television. Therefore, secondary data cannot be accurately
relied upon to estimate demand for merchandise pertaining to
different shows or movies. Hence, primary data was needed to
obtain a better picture of the scenario.

3.2 Methodology:
Methodology which is used throughout the internship for
understanding the consumer behaviour and to promote the
name of Greenrockstore.com is as follows:
Survey Methodology: The survey was designed to
understand the consumer preference for mobile skins and
mobile cases.

Sample Specifications and Sampling Considerations:

A minimum sample size of 100 was fixed and to ensure that the
sampling was accurate, only those channels were used where the
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chances of being a target consumer was high- such as social media

groups for the relevant topics, interactive forums and discussion
boards.

Data Collection Procedure:

The main tool is used for data collection is Qualtrics survey
software. Since our typical target consumer is media- savvy and
indulges extensively in social media, the social media platforms
were used to reach out to the prospective consumer. A survey form
was dispersed through this platform for collection of data.

Data Analysis Tools and Techniques:

In order to tabulate and study the data, Microsoft Excel was used.
The various tools and techniques available in Excel enabled a
comprehensive and accurate analysis of the data.
Promotions: Promotional activities using social media
sites for cross promotions and promotions of the site, like
online contest on Twitter, uploading fan made videos on
You Tube, using online forums for promotions etc.

Wen Analytics: The other major task was to implement

Google Analytics so that the consumer behavior on the
website may be studied in detail. Using this data,
proposals were to be made to improve conversion rates as
well as bring down bounce rate. In this discussion,
Conversion rate is the percentage of web visitors to the
site who initiate and complete a purchase. Bounce rate is
the percentage of web visitors who leave the website at
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the landing page without browsing through any other

pages. These two terms are KPIs (Key Performance
Indicators) for any e-commerce business and represent
the efficiency of the marketing campaigns employed. A
digital marketing campaign may result in a large number
of visitors to the page; however without steady
conversions and limited bounces, these may not provide
any economic value to the company.

4 Observations and Analysis:

4.1Competitor Analysis:
As Greenrockstore.com is a startup company, so there are some
competitors for Greenrockstore.com in the market. They are:
o Redwolf.com:
Redwolf.com is a Mumbai based indie clothing brand specializing
in selling fan art merchandise. In their own words, they focus on
their line of graphic tees specializing in minimalistic and subtle
designs.
Redwolf.com started out as a brainchild of three AIESEC alumni,
on a capital of 3.75 lakhs INR. Their website redwolf.in was
launched on March 11, 2012.Redwolf.com primarily deals with T
shirts, sweat-shirts, badges and laptop skins. Also, they offer
merchandising options to organizations such as bands and
corporates. One of their headline making deals was their work for
Norah Jones India tour of 2013. They also provide Ts for indie
bands Co shish and Dualist Enquiry.

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Alexa Ranking:
Alexa rankings indicate a rough estimate of the site's popularity.
(The rank is calculated using a combination of average daily
visitors to this site and page views on this site over the past 3
months. The site with the highest combination of visitors and page
views is ranked #1.)
Global Rank: 153,076(compared to 965,332 forGreenrockstore)
India rank: 11,708 (76,862 for Greenrockstore.com)
Bounce Rate (indicates the percentage of users who have visited
the homepage of the site and closed it without viewing any other
page in the site): 35.1% (34.2 for Greenrockstore.com)
Daily Page views/visitor: 3.45(2.80)
Daily time on site: 2.51(2:42)
Popular Designs:
The popular designs have been identified based on the likes on
Facebook. They are:
1.
2.
3.
4.
5.
6.

Sherlock- Just deduce it

Walking Dead
Dr. Who
Dragonball Z
Game of thrones
Fight Club

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o Lazyninja.com:
Lazy Ninja was started by Symbiosis MBA graduates around
March 2013. The startup capital was around 30,000 INR, raised by
the founders and their friends. In their initial days, they relied on
DTDCs money transfer through Cash-On-Delivery, as they did not
have a fully functional payment gateway. The founders already had
a solid background in web design, as they owned a website
designing company. It is interesting to note that they did not
develop the site from scratch; instead they made use of Open-cart
platform, which gives all the features of an e-commerce site and
can be later customized according to requirements.
Lazy ninja is mainly focused on T-shirts, laptop skins, key chains
and coffee mugs. In the T shirts segment, they provide additional
options including an array of half-sleeves, full sleeves, girls t
shirts and couple t shirts- a fresh concept( in India, at least).
Alexa Ranking:
Global Rankings:126,813(Compared to 965,332 for Greenrock)
India rank: 13,677(76,862 for Greenrock)
Bounce Rate: 41.90% (34.2 for Greenrock)
Daily Page views/visitor: 3.50 (2.80)
Daily time on site: 3:06 (2:42)
Popular Designs:
1.
2.
3.
4.
5.

Dexter
Supernatural
Superman
Friends
Harry Potter
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o Thesouledstore.com:
The Souled Store is a Mumbai based indie clothing brand. Souled
store went live on 7th June 2013.
They deal in the merchandise of:

T-shirts
Framed Art
Posters
Badges
Stickers
Notebooks
CoastersMugs

Alexa Ranking:
Global rank: 277,145 (Compared to 965,332 for Greenrock)
India rank: 21,675 (76,862 for Greenrock)
Bounce Rate: 44.80% (34.2 for Greenrock)
Daily Page views/visitor: 3.70 (2.80)
Daily time on site: 3:38 (2:42)
Popular Designs:
1. Game of thrones
2. Gangs of Wasseypur
3. Breaking bad

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o Socratees.in:
Socratees.in is a fan art merchandise store exclusively dealing in T
shirts. It went live on November 2013. They only deal in T-shirts,
at the moment.
Alexa Ranking:
Global rank: 664,366 (Compared to 965,332 for Greenrock)
India rank: 96,786 (76,862 for Greenrock)
Bounce Rate: 27.70% (34.2 for Greenrock)
Daily Page views/visitor: 3.80 (2.80)
Daily time on site: 3:09 (2:42)
Popular Designs:
1. Naruto
2. Breaking Bad
3. Batman

4.2 Survey for Mobile Skin Preference:

A small online survey is designed on the platform named as
Qualtrics survey solutions to know the preference for mobile skin
or mobile case. However, realistically manufacturing mobile skins
will face some difficulties. The first roadblock is that mobile skins
must be made specific to each model of the mobile phone. A skin
for one mobile will not fit another mobile. Therefore, a decision on
which models to manufacture the skin will have to be made. Also,
customers loosely interchange the term mobile skin and mobile
case, which are quite different. Therefore, a distinction has to be

27 | P a g e

made and user preferences should be studied as to whether it is the

mobile skin that is in demand or the mobile case.

Case or Skin
Answer
Mobile
Skin
Mobile
Case
Total

%
45%
55%
100%

Table 1: Mobile Cases versus Mobile Skins

Mobile Case

Mobile Skin

0%

10%

20%

30%

40%

50%

60%

Figure6: Mobile Cases v/s Mobile Skins

It can be seen that there is almost an equal demand as far

as the two subsets are considered.

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Mobile Phone Owned

Phone
Lumia 710
IPhone 4
Lumia 520
Moto G
Nexus 5
Samsung galaxy grand
Quattro
Fly F41s
IPhone 5C
IPhone 5S
Lumia 510
Lumia 610
Lumia 925
Micromax Canvas A110
Nexus 4
Samsung Galaxy
Samsung Galaxy duos
Samsung note 2
Sony tipo
Sony Xperia Z

Percenta
ge
10.71
7.14
7.14
7.14
7.14
7.14
3.57
3.57
3.57
3.57
3.57
3.57
3.57
3.57
3.57
3.57
3.57
3.57
3.57

Table 2: Mobile Phone

Model Owned

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Percentage
Percentage
0.00

5.00

10.00

15.00

Figure 7: Mobile Phone Model owned

It can be seen that a large percentage of the users own Lumia 710,
as well as I-phone4, Moto-G , Nexus 5 and Samsung galaxy grand.
Therefore these are the phones on which the skins/ cases should be
focused on.

4.3Deriving Actionable Insights from Web Analytics:

Google Analytics: An Introduction
Google Analytics provide free digital analytics for any firm with a
web presence and is free of cost. This combination makes it the
most popular solutions for web analytics currently under use. The
following represents a summary for quick reference about Google
Analytics.
Actionable Insights: An actionable insight is a piece of
information that enables an individual to make wellinformed decisions. Google Analytics provides a plethora of
actionable insights

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 Support quality: Though Google does not provide direct

support; extensive trouble-shooting guides and support are
available online through several forums, including their
official product forums site.
UI and Accessibility: The tool is easy to use, and the
dashboard quality is also quite high.
Implementation: The basic implementation is quite easy, as
it just involves adding a line of code in to the page. For
advanced implementation such as sub domain, cross domain
tracking, e-commerce tracking, event tracking, custom
variables, virtual page views and filters, requires specialized
professionals.

Pricing: GA is free up to 10 million hits per month.

Implementation
Implementation of Google Analytics in the companys website
page was performed. It involved adding a tracking code to every
page in the website. To make this integration smoother, some open
source plug-ins was employed.

Frame-work for analysis

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Figure 8:Analytics for E-commerce pictorially

For a small to mid-size business, E-commerce analytics comprises

of three kinds of data.
Acquisition data- Information related to obtaining web
traffic.
Engagement data- Information related to how customers
engage or interact with the website
Conversion data- Information pertaining to how the business
is performing financially.
The data for these three were obtained from Google Analytics.
However, due to privacy concerns, the conversion data is not
included in this report.
Acquisition:
Acquisition data is information on how people land up on our site
and how they engage with our pages. We directly get the
information on the breakup of different sources of traffic. Further,
we can see the engagement data for each segment of users.

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Figure 9: Acquisition Data

From the data, it is clear that majority of our traffic are direct and
from social media. Therefore, it is proved that our social media
campaign is generating valuable traffic. The new users column is
currently unreliable, but will prove useful in knowing effectiveness
of future campaigns in the coming weeks.

Figure 10:Weekly Graph of Acquisition Data

Behavior:

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With this segment in Google Analytics we came to know about the

number of users who are returning to our sites and who are new
visitors to our sites.

Figure11: Behavior Data of New visitors v/s Returning visitors

Data

Figure 12: Weekly Graph of Behavior Data

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Mobiles/Desktop/Tablets Overview:
By this, we can recognize that how many users is visiting
Greenrockstore.com via mobile or desktop or tablet.

Figure 13: Users data visiting site via any category

By this data, we can easily examine that mostly users are visiting
Greenrockstore.com site via desktop and then via mobile and least
number of users visiting via tablets.

Figure 14: Weekly Graph of user data

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Audience:
On the basis of age and gender, we can examine that which age
group and gender are interested in visiting Greenrockstore.com

Figure 15: Data on the basis of Age

We can clearly see from this figure that mostly visitors are of
25-24 age group and then 18-24 age groups visits most.

Figure 16: Data on the basis of Gender

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As figure 17, it is clear that mostly visitor to the site are male that
is 54.15% and then females that is 45.85% to visit the site.

5.Recommendations:
Based on the survey and other relevant study, following actions
were recommended.
New T-shirt designs based on Game of Thrones should be included
in the product portfolio immediately, as this seems to be a trending
series. Green Rock already has two T-shirts based on this series,
however more designs need to be included, to be relevant with the
latest seasons of the series. The interest on this should be
capitalized to the maximum. Breaking Bad and Sherlock are the
next two popular shows, but since we already stock multiple
products based on these shows, no further action needs to be taken.
As Hoodies as apparel seem to be popular across all categories,
new designs should be obtained, but production should not start till
late November or early December as no purchase of Hoodies can
be expected to happen during the summer season.
Dark Knight themed T-shirts are the next priority. Since this movie
was released in 2012, the high demand seen from the survey
indicates that T-shirts based on this will remain as a coveted
product for some time now. Green Rock does not stock any
products related to the Dark Knight Movie series, therefore a new
design should be sourced and T-shirts based on this should be
stocked. Fight Club and Lord of the Rings are the next two popular
movies. Fight Club merchandise is already doing quite well as far
as sales are concerned. Therefore, new designs based on Lord of
the Rings should be obtained.

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It is recommended that Green-Rock should venture into sports

merchandising also. The merchandise should ideally be themed
around the popular teams in English Premier League such as
Manchester United and Chelsea which enjoy a good fan following
amongst the football watching middle class.
The mobile skin/case product line was found to be in demand;
however this had to be temporarily shelved as vendors for these
were not obtained at reasonable prices.
The study of web analytics data indicate that we should continue to
invest in social media advertising as these bring a lot of new users
and therefore brand awareness. However, the high bounce rate on
the home page is a cause for concern. Also, speed tests run by
Google Analytics indicate that the time to load of the site is rather
high. Therefore, optimization of web-page elements has to be done
so that the loading time is minimized, while making the page more
intuitive.
In addition, since a wider product portfolio shall attract a bigger
percentage of customers, it was suggested to enter in to partnership
deals with smaller companies producing similar merchandise.
Based on this recommendation, Green Rock entered into a
partnership with Jolly Jester, a Delhi based startup selling high end
fan art merchandise. The value for Jolly Jester was that it would be
exposed to a larger base of customers due to the relative popularity
of Green Rock. For Green Rock, in addition to the wider product
range, it also receives a percentage of the sales of the Jolly Jester
merchandise.

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6. Conclusion:

Mobile skin and mobile case survey is done on Qualtrics

survey solution and according to the survey result we
concluded that there are more number of users who want
mobile skins that is around 55% and mobile skin users are
less as compare to mobile cases that is around 45%.

Google Analytics which provides digital analytics for any

firm with web presence. It gives frame work analysis of
acquisition data, engagement data and conversion data.
Through acquisition data we concluded the information that
how many users land up on our site directly and how many
visit our site through social network or uses any other source
of traffic to visit our site.
Through behavior data we concluded the information that
how many users are new visitors to the site and how many
users are returning visitors to our site.
Also collected the information through google analytics
about the type of audience visiting our site like on the basis
of age and gender, that is which age group is mostly visiting
our site and which gender mostly visiting our site.

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7. Learning Outcome:
For a company that sells fan art merchandise online, it is extremely
important to understand what their customers preferences are as
far as popular culture is concerned. For most of the customers, it is
an expression of their interest and passion for the aspect of the pop
culture involved. Therefore, producing a very good product based
on an aspect of pop culture that has little significance will not sell,
while a moderately well designed product based on an extremely
popular movie/TV series/sports team will receive instant attention.
Therefore I learnt that how we have to promote the brand over
social media and by using pop culture in proper time at proper
place to pull the customers and to provide them with best products
based on their favourite TV series/Movies/Games. Hence, as a
student I learned almost every little thing about social media
marketing and main thing which I learnt is we should know the
customers needs and demands.

Annexure:
A small survey was conducted on the platform named as Qualtrics
survey solution to know the preference of users wanted mobile
skins or mobile cases. Here is the link of that survey:
https://az1.qualtrics.com/SE/?SID=SV_eXz85RBu0CPxPx3&Q_JFE=0

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References:
1. Google Analytics http://greenrockstore.com/
2. E-commerce: A Boon for the Current Economic
Downturn:http://www.firstdata.com/icicimerchantservices/iciciinsights/ecommerce-boon-for-economic-downturn.pdf
3. Dudhwevalah, Ankit (2014),E-commerce In India Has Come a
Long Way; whats The Way Forward? , Business Insider, Retrieved
June 24, 2014, fromhttp://www.businessinsider.in/Ecommerce-In-India-Has-Come-A-Long-WayWhats-The-WayForward/articleshow/37085387.cms

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