NOLEGEIN Journal of Global Marketing 2018 Issue 1 by Mba Journals

NOLEGEIN Journal of Global Marketing

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NOLEGEIN Journal of Global Marketing Nolegein -Journal of Global Marketing is focused towards the rapid publication in the following areas of

Focus and Scope of the Journal  Global strategic marketing planning  Cross national/cultural consumer decision making and behavior  Global competitive strategy  Transfer of marketing technology  Global marketing information systems  Global buyer-seller interactions  Global strategic alliances  Advantages and disadvantages of Global Marketing.

Sections covered by this journal are review papers, research papers, interviews, news, companies/ institutions write-ups, short popular articles and case studies. All contributions to the journal are rigorously refereed and are selected on the basis of quality and originality of the work. The journal publishes the most significant new research papers or any other original contribution in the form of reviews and reports on new concepts in all areas pertaining to its scope and research being done in the world, thus ensuring its scientific priority and significance. No part of this publication may be reproduced, stored in retrieval or transmitted in any form without written permission to the publisher. To cite any of the material contained in this journal, in English or translation, please use the full English reference at the beginning of each article. To reuse any of the material, please contact MBA Journal. The author(s) is/are solely responsible for the content of the article(s) published in the MBA Journals platform (an imprint of Consortium e-Learning Network Private Ltd.). The published articles are not constituted or deemed to constitute any representation of view of the editors or publisher. The data presented therein are correct or sufficient to support the conclusions reached or that the experiment design or methodology is adequate and the information, opinions, views presented in the article reflect the views of the authors and contributors of the article and not the opinion of publisher or the editorial board. Under no circumstances publisher should be held responsible for the acts of misrepresentation, plagiarism, wrongful presentation of facts, omissions, neglect or willful representation of information against the ethical norms of journal. (info@mbajournals.in)

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Chairman Mr. Puneet Mehrotra Director

Internal Members

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Ms. Smaarika Singh Management (Sr.) smaarika@mbajournals.in

Ms. Pooja Kumari Management pooja@celnet.in

Business     

NOLEGEIN-Journal of Management Information Systems NOLEGEIN-Journal of Business Ethics , Ethos & CSR NOLEGEIN-Journal of Entrepreneurship Planning, Development and Management NOLEGEIN-Journal of Operations Research & Management NOLEGEIN-Journal of Supply Chain and Logistics Management

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NOLEGEIN-Journal of Disaster and Business Continuity Management NOLEGEIN-Journal of Corporate & Business Laws NOLEGEIN-Journal of Organizational Behavior Management NOLEGEIN-Journal of Kautilya Strategic Management

HRM

Marketing  

NOLEGEIN-Journal of Global Marketing NOLEGEIN-Journal of Advertising and Brand Management NOLEGEIN-Journal of Consumer Behavior & Market Research

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NOLEGEIN-Journal of Financial Planning and Management

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Management 

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NOLEGEIN-Journal of Performance Management & Retention Strategies NOLEGEIN-Journal of Human Resource Management & Development

Finance

Industry

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NOLEGEIN-Journal of Information Technology & Management

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EDITORIAL BOARD MEMBERS Dr. Ruchi Sharma Associate Professor Department of Management, Sandip University, Nasik, Maharashtra, India

Surabhi Singh Associate Professor Department of Marketing in Management, Institute of Management Studies, Ghaziabad, Uttar Pradesh, India

Tanveer Jahan Professor Department of Management, Naraina College Of Engineering & Technology, Kanpur, Uttar Pradesh, India

Shiv Sankar das Lecturer-Research Officer Department of MBA, Centurion University of Technology and Management, Rajaseetapuram, Odisha, India

Dr.Ansuman Jena Assistant Professor Department of Management, Centurion Institute of Technology, Bhubaneswar, Odisha, India

Manoj Gupta C.A.O Department of Management, Management Development Institute, Gurugram, Haryana, India

Dr. Mrinmoy Bhattacharjee Associate Professor Department of Management, Alliance School of Business, Bangalore, Karnataka, India

Dr. Nischay K. Upamannyu Assistant Professor Department of Marketing in Management, Prestige Institute of Management, Gwalior, Uttar Pradesh, India

From the Editor's Desk Dear Readers, We would like to present, with great pleasure, the inaugural First volume of a new scholarly journal, NOLEGEIN Journal of Global Marketing. This journal is part of the Global Marketing, and is devoted to the scope of present management issues, from different. This new journal was planned and established to represent the growing needs of marketing as an emerging and increasingly vital field, now widely recognized as an integral part of Management. Its mission is to become a voice of the Management community, addressing researchers and practitioners in this area. The core vision of NOLEGEIN Journal of Global Marketing in MBA Journals is to propagate novel awareness and know-how for the profit of mankind ranging from the academic and professional research societies to industry practitioners in a range of topics in advertising in general. MBA Journals acts as a pathfinder for the scientific community to published their papers at excellently, well-time & successfully. NOLEGEIN Journal of Global Marketing focuses on original high-quality research in the Global strategic marketing planning, Global competitive strategy, Global buyer-seller interactions, Global strategic alliances, Advantages and disadvantages of Global Marketing etc. The Journal is intended as a forum for practitioners and researchers to share the views of Global Marketing in the area. Many researchers have contributed to the creation and the success of the Global Marketing. We are very thankful to everybody within that community who supported the idea of creating an innovative platform. We are certain that this issue will be followed by many others, reporting new developments in the field of Global Marketing. This issue would not have been possible without the great support of the Editorial Board members, and we would like to express our sincere thanks to all of them. We would also like to express our gratitude to the editorial staff of MBA Journals, who supported us at every stage of the project. It is our hope that this fine collection of articles will be a valuable resource for Management readers and will stimulate further research into the vibrant area of Global Marketing.

Puneet Mehrotra Managing Director

Contents 1. Opportunities in the Emerging Market Economies Rasansnda Panda, Bijal Mehta, Sravya Vatsavayi

2. Challenges in Green Marketing Sofia Praveen, Naseema Begum, Karthika, Mahalakshmi, Sivakumar

3. A Research Paper on Digital Marketing Tanveer Jahan

4. A Study of the Effectiveness of Guerrilla Marketing in Comparison with the Traditional Marketing G. Sanjana Gatty, R. Francis Pinto, S.S. Puthran, J. Pai Maroor

5. SWOT Analysis of Reverse Mortgage in India Vis-Ă -Vis USA Market Sadhana Kumari, Sneha Bhat, Swathi, Jnaneshwar Pai Maroor

NOLEGEIN: Journal of Global Marketing Vol. 1: Issue 1

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Opportunities in the Emerging Market Economies Rasansnda Panda1, Bijal Mehta1*, Sravya Vatsavayi2 1

MICA, Ahmedabad University, Shela, Ahmedabad, Gujrat, India 2 Global Brand Delivery – InMobi, Bangalore, India

ABSTRACT Emerging markets are an attractive opportunity for businesses to enter and invest in due to the rapid rise in development, high potential and a fast-paced high economic growth. Many developed markets are saturated with competition and slow economic growth, so the focus has shifted to developing markets, also known as the 86 percent markets as they consist of 86% of the total global population. Emerging markets are the future and they give a chance for companies to innovate and through the right strategies and solutions develop sustainable businesses for the future. Companies from developing countries have a greater chance to build successful businesses in other emerging markets than companies from developed markets because of experience and understanding of similar conditions, environment, etc. This paper gives a description of emerging markets, their characteristics and differences from developed markets. Emphasis is placed on how these markets are important due to the population size and rapid growth and how companies would benefit from the 86 percent solution. Challenges and opportunities that arise from facing them are explained with examples of how some brands have used these opportunities as entry strategies to tap into emerging markets. Keywords: developing countries, economies, emerging markets, opportunities

INTRODUCTION Most global businesses focus on the developed markets as they feel that is where customers have higher purchasing power. This is mainly due to the high incomes and well-developed infrastructure in the developed markets which make these attractive. This has made these developed markets over competitive and saturated thus making the growth slow and in some cases stagnant. While the top businesses have been busy competing in these markets which is only 14% of the world’s population, the rest of the world which forms 86% of the population has been growing tremendously giving rise to new, untapped avenues of growth and profitability. It has become imperative that companies start to focus on these emerging markets within the 86% because profits

grow faster when the economic growth is higher and the economic growth in emerging markets is two to three times that of developed markets. Emerging markets have immense potential but it is essential to understand these markets before investing in them because they behave differently from the developed markets and thus companies require different strategies to be successful there. LITERATURE REVIEW A large part of research on emerging markets and ways that firms can benefit from these markets has focused on the internationalization of emerging market firms. Some researchers have attempted to change or extend existing theories on international business [1, 2], and others have attempted to bring alternative view

NOLEGEIN: Journal of Global Marketing Vol. 1: Issue 1

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Challenges in Green Marketing Sofia Praveen*, Naseema Begum, Karthika, Mahalakshmi, Sivakumar Maharani Arts and Science College, Tirupur District, Tamil Nadu, India

ABSTRACT Green marketing is an occurrence which has established specific important in the current market. This concept has allowed for the re-marketing and packing of current products which already adhere to such rules. Additionally, the development of green marketing has released the door of chance for companies to co-brand their products into separate line, praising the green-friendliness of some while overlooking that of others. Such marketing methods will be described as a direct outcome of movement in the minds of the consumer market. As a result of this businesses have enlarged their rate of targeting customers who are concerned about the environment. These same customers through their disquiet are interested in integrating environmental issues into their buying decisions through their incorporation into the process and content of the marketing policy for whatever product may be required. This paper discusses how businesses have increased their rate of targeting green customers, those who are concerned about the environment and allow it to affect their purchasing decisions. The paper identifies the three particular segments of green consumers and explores the challenges and opportunities businesses have with green marketing. The paper also studies the present trends of green marketing in India and defines the reason why companies are accepting it and future of green marketing and concludes that green marketing is something that will always grow in both exercise and demand. Keywords: eco-friendly, environmentally safe, green product, recyclable

INTRODUCTION According to the American Marketing Association, green marketing is the marketing of goods that are supposed to be environmentally safe. Thus, green marketing incorporates a broad range of activities, including product modification, changes to the production procedure, packaging changes, as well as modifying advertising [1]. “Green Marketing” refers to holistic marketing concept wherein the production, marketing consumption a disposal of products and services happen in a manner that is less detrimental to the environment with growing responsiveness offspring. Many studies by environmentalists show that people are concerned about the environment and are

changing their behavior pattern so as to be less hostile towards it. MEANING OF GREEN MARKETING Green marketing is the marketing of products that are presumed to be environmentally preferable to others [2]. Thus, green marketing incorporates a broad range of activities, with product modification, changes to the production process, sustainable packaging, as well as modifying advertising. Yet defining green marketing is not a simple task where several meanings interconnect and contradict each other; an example of this will be the existence of varying social, environmental and retail definitions attached to this term. Other similar terms

NOLEGEIN: Journal of Global Marketing Vol. 1: Issue 1

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A Research Paper on Digital Marketing Tanveer Jahan* Naraina College of Engineering and Technology, Kanpur, UP, India

ABSTRACT Digital marketing is the modernization of electronic communication which is used by the marketers to promote the goods and the services towards the marketplace. The supreme objective of the digital marketing is concerned with consumers and allows the customers to endorse the product by virtue of digital media. This editorial concentrates on the magnitude of digital promotion for both customers and marketers. Keywords: customer, digital marketing, marketer

INTRODUCTION Today's world is a digital world, by nearly half the world online. With various people using the internet it makes sense for a business to tap into digital. Find out what chances happen and how a website, videos or social media could help you grasp your goals. Digital marketing is a popular word in present. Digitization has changed the ways of traditional marketing. Digital marketing is one of them. Digital marketing refers to advertising delivered through email, websites, search engine, Social media mobile apps. The key objective is to promote brands through digital media world. Ever since internet is introduced in the world, world is changing regarding communication, payment system, culture etc. In 2000 online users were 361 million, in 2014 over 3 billion users means great increase in users, as technology enhances, the ways of communication also improving and organizations also adopting new ways of communication to interact customers [1]. OBJECTIVES • To study the tools and techniques applied for digital marketing. • To know about the types of digital marketing strategies.

•

To study the importance of digital marketing [2].

Digital marketing, the promotion of products and services and brands via one or more forms of electronic media, it differs from traditional marketing in that it uses channels and methods that enable an organization to analyze marketing plans, situations and strategies and also understand what is working and what is not typically in real time. Digital marketer must do few things while using on line platform that are making a plan, use the right tools, analyze and fix the result. TYPES OF DIGITAL MARKETING Search Engine Optimization (SEO) Search engine optimization is the way enhancing the ranking of a site or a web page. The objective of SEO is to make pages higher in the search results. Higher the page positions the more striking and un hidden in it, get more traffic and conversions [3]. Pay Per Click (PPC) PPC is the one of the speediest type of marketing channel drive traffic to website.

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A Study of the Effectiveness of Guerrilla Marketing in Comparison With the Traditional Marketing G. Sanjana Gatty, R. Francis Pinto, S.S. Puthran, J. Pai Maroor* Justice K.S. Hegde Institute of Management, Nitte, Karnataka, India

ABSTRACT Companies have many different ways to communicate their products/services to the public. A company must educate the public about their brands or products/services, so that they increase their sales because the ultimate objective of any company is to make profit. It is very important for a company to be able to distinguish their brands with that of the competitors since consumers’ faces thousands of messages a day and they are under the pressure to make their decisions. Gone are those days where companies used the traditional forms of marketing and due to evolution of technology they are moving to the digital forms of marketing. Companies which are par with that of the technology are able to sustain in the market from that of the companies which are not. They are able to communicate easily with the consumers about their products/services. One of these strategies is called “guerrilla marketing”. Keywords: buying behavior, guerrilla marketing, marketing communication, strategies

INTRODUCTION These days, organizations have more instruments to do powerful promoting correspondence than any other time in recent memory. Lamentably, in the meantime there are more dangers which endeavor a very complex issue. One of the greatest dangers looked by the organizations are educational over-burden, client cognizant consideration – either to item or organization, low brand dedication and reducing viability of conventional promoting strategies [1]. So, companies have to come with up with a unique marketing approach. During recent years, the approach to marketing has changed significantly. Companies are more focused on communications competition rather than competition over product [2]. The separation of the production and consumption area is breaking down rather rapidly [3]. A shift takes place in non-

classical communication tools has resulted rise in demand for new and creative marketing strategies. One of these strategies is called “guerrilla marketing”. From the Beginning to Current State of Knowledge Advertising can be traced back to 4000 BC where the Egyptians used Papyrus, a material made of thick paper used as a surface for writing sales messages and wall posters. From then Traditional marketing started developing over the centuries and boomed until the early 1900s. It was then the main strategy of advertising came into forth where it was to educate people on products/services rather than just entertain them. In 1960 companies started advertising heavily on their products/services through mass media channels like radio and print. After the development of cable television in the late 1980s, people witnessed

NOLEGEIN: Journal of Global Marketing Vol. 1: Issue 1

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SWOT Analysis of Reverse Mortgage in India Vis-à-Vis USA Market Sadhana Kumari, Sneha Bhat, Swathi, Jnaneshwar Pai Maroor* Justice K.S. Hegde Institute of Management College, Nitte, Karnataka, India

ABSTRACT In a country like India, owning a home is one of the most cherished dreams for every individual. Being a home owner, most of the people feel pride in the young age and protected in the old age. Senior Citizens are a growing section of the Indian economy and dependency in old age is increasing day by day. There is significant increase in longevity and low mortality, on the other hand cost of good health care facilities is growing and there is little social security. Senior Citizens need a regular cash flow stream for supplementing pension or other income and addressing their financial needs. Increase in residential house prices has created considerable scope for the reverse mortgage. Government of India introduced the Reverse Mortgage Scheme in its budget 2007–2008. Keywords: borrower, debt, financial agreement, reverse mortgage

INTRODUCTION Reverse mortgage is a financial agreement in which, a homeowner can borrow money against the value of the home, receiving funds in the form of a fixed monthly payment or a line of credit. Repayment of the mortgage is not required until the borrower moves away permanently or sells the home. The transaction is structured in such a way that the loan amount will not exceed the value of the home over the life of the loan. Reverse mortgage is the opposite of a normal forward mortgage. In a forward mortgage loan, the borrower uses his house as security and receives a one-time lump sum payment; he utilizes the loan amount to purchase the house. Subsequently, the borrower pays his regular mortgage installments, slowly reducing his outstanding loan amount and increasing his proportion of the equity of the house. On the other hand, the reverse mortgage instrument enables a borrower who owns a house without burden to sell his house to a lender and avail of a steady cash stream

based on the valuation of the house. One of the positive features of reverse mortgage is that it is a nonrecourse credit and therefore defends assets other than the firm of the borrower from being used as security. In India, most of the home landlord’s lifetime investments are used to buy or build a house. It has become a leaning to build comfortable house, even though they do not have cash. Making reverse debt is a welcome tool that helps them to convert some or all of their rising but protected home equity into a cash stream that can securely sustain them in their ancient age. HISTORY OF REVERSE MORTGAGE The concept of Reverse Mortgage has a history of 54 years. The first Reverse Mortgage was written in the year 1961 to a woman in Portland, by a local Bank. The Bank owner wanted to help the wife of his football coach, after her husband passed away. In 1969, the Reverse Mortgage concept was brought to the Senate