SYNOPSIS
ON
“IMPACT OF SOCIAL MEDIA MARKETING : A CASE ON
TIKTOK”
A report submitted to Rashtrasant Tukadoji Maharaj Nagpur University,
in partial fulfillment of the requirements for award of the degree of
Bachelor of Business Administration, Specialization in
Marketing Management
Academic Session 2019 – 2020
SUBMITTED BY
ALVIRA SAYYED
BBA-III
UNDER THE GUIDANCE OF
PROF. PRASANNA SHEMBEKAR
Tirpude Institute of Management Education
1, Balasaheb Tirpude Marg, Civil Lines, Sadar, Nagpur.
INDEX
CHAPTER NO. CHAPTER NAME PAGE NO.
1 Introduction 1
2 Industry profile 2
3 Company profile 3
4 Problem Definition 4
5 Objectives of the study 5
6 Hypothesis 6
7 Scope of the study 7
8 Research Methodology 8
INTRODUCTION OF 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 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 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.
INDUSTRY PROFILE
Social Beat, one of India’s leading digital marketing solutions company, released its
Digital Marketing Industry Report 2018 after the first edition, Digital Marketing Industry
Report 2016. The second edition of this annual report provides a comprehensive look into
how companies today are using digital marketing to promote their brands. 212 CMOs, CXOs
and Brand Custodians across a variety of industries in India participated in this survey over a
period of one month. The various industries that were covered in this survey included
Startups/Apps (16%), Real Estate (14%), Education (12%), Media/Entertainment (12%), E-
Commerce (9%), Retail/FMCG (7%), Healthcare (6%) and Travel (2%). The remaining 22%
comprised of industries falling beyond these 8 sectors. With such a diverse sample, this report
provides a complete picture of digital marketing in India. Social Beat also publishes a
book and has an active YouTube Channel covering digital marketing insights. Please do also
read our latest predictions on digital marketing trends for 2019 in India.
The survey revealed the growing influence of digital marketing, with 68% of brands
currently using digital marketing in their promotional strategies, while less than 9% use print
ads, radio and television. Commenting on the findings of the report, Vikas Chawla, Co-
Founder of Social Beat said, “One of the most significant insights gained from this report is
that brands across all industries are beginning to use more of digital strategies in their overall
marketing efforts, as compared to traditional media. This is very encouraging because it
means that the use of digital marketing is going to become increasingly important for
brands.”
Along with the increased use of digital marketing, brands are also beginning to
allocate larger portions of their overall marketing budgets for digital. While 57% of brands
surveyed spend less than Rs. 50,000 per month on digital marketing, as many as 21% spend
between Rs. 50,000-2 lakhs per month. Additionally, 33% of brands allocate more than 40%
of their total marketing budget for digital marketing alone. This increase in digital spends is
crucial for brands if they want to reach out to India’s next billion internet users in tier 2 and
tier 3 cities and towns.
COMPANY PROFILE
TikTok is a video-sharing social networking service owned by ByteDance, a Beijing-
based company founded in 2012 by Zhang Yiming. It is used to create short lip-sync,
comedy, and talent videos. The app was launched in 2017 for iOS and Android for markets
outside of China. ByteDance had previously launched Douyin for the China market in
September 2016. TikTok and Douyin are similar, but run on separate servers to comply
with Chinese censorship restrictions. The application allows users to create short music
and lip-sync videos of 3 to 15 seconds and short looping videos of 3 to 60 seconds. It is
popular in Asia, the United States, and other parts of the world. TikTok is not available in
China, and its servers are based in countries where the app is available.
TikTok was the most downloaded app in the US in October 2018, the first Chinese
app to achieve this. As of 2018, it is available in over 150 markets and in 75 languages. In
February 2019, TikTok, together with Douyin, hit one billion downloads globally, excluding
Android installs in China. In 2019, TikTok was announced to be the 7th most downloaded
mobile app of the decade, from 2016 to 2019.
The TikTok mobile app allows users to create a short video of themselves which often
feature music in the background, can be sped up, slowed down or edited with a filter. To
create a music video with the app, users can choose background music from a wide variety
of music genres, edit with a filter and record a 15-second video with speed adjustments
before uploading it to share with others on TikTok or other social platforms. They can also
film short lip-sync videos to popular songs.
PROBLEM DEFINITION
The role of social media and its impacts on branding. The challenges facing
companies using social media today and how they can be managed or minimized. Outline the
traditional advertising channels for branding and determine whether they are still relevant
today in the era of social media. Determine whether social media networks are the best tools
for creating brand awareness.
OBJECTIVES OF THE STUDY
To study the concepts undertaking in Social media marketing.
To study the social media marketing activities of Tiktok.
To find out the preference for Tiktok as a social media among viewers.
To find out acceptance for Tiktok as a strong social media marketing platform.
HYPOTHESIS
Hypothesis is a proposed explanation for an observable phenomenon. The term derives
from the Greek, hyposthenia meaning "to put under" or "to “suppose”.
More than 60% users don’t consider Tiktok as a serious marketing platform.
SCOPE OF THE STUDY
The potential scope for Social Media in India is huge as it is the world's 10th largest
economy and also has world's 2nd largest population.
Digital Marketing is the promotion of products or brands via one or more forms of
electronic media.
Tiktok is the world's biggest social networking site and Indian business men needs to
understand its value as Social Media Marketing platform by creating their brand's
pages and promoting it on Tiktok.
But brand managers and marketers needs to understand that there is much more to
social media besides Tiktok, Twitter and YouTube.
RESEARCH METHODOLOGY
Marketing is an essential aspect of every business organization, if it is to be
successful. Good marketing managers are referred to as those who have fair and are able to
take decisions based on their instincts and gut feeling in other word, this are person who are
clearly tried to understand to particular industry, there product offering, their competitor,
there customer and above all how to use marketing communication to successfully sell as
product. But the continuously changing marketing environment involve a great amount of
uncertainty, risk and above all substantial marketing expenditure.
METHODS OF DATA COLLECTION
PRIMARY DATA
SECONDARY DATA
A research plan was followed for gathering primary data, secondary data or both.
PRIMARY DATA
Primary data consisted of original information gathered for the specific purpose. Data
will be collected from the primary sources i.e. questionnaire was developed with the help of
which personal interview were carried out. Also along with this I earned out personal
interviews with direct users like contractor and domestic users.
SECONDARY DATA
The secondary data will be collected from Nagpur city Authorized dealer, from
broachers, from website of the company, news papers, magazines, Company websites and
search engines.
SAMPLE SIZE :-
The Sample size is 100 Respondent
SAMPLE METHOD
The Sampling Method is used in Stratisfied Sampling.
Sample Distribution :- Male 50 Female 50
Age Groups 18-28 = 50 28 to 50 = 50
BIBLIOGRAPHY
BOOKS :
Digital Marketing Jerry Wind & Vijay Mahajan
Digital media Dave Chaffey
Direct Digital Marketing Drayton Bird
By Media (Newspaper, Magazines)
India Today, January 2019, P08
Global Market, February 2019, P06
World Business, January 2019, P12
Watch World, April 2019, P10
By Websites :-
http://www.tiktok.com
https://www.tiktok.com/en/
https://en.wikipedia.org/wiki/TikTok
