JOBS AS ON 1/12/2012

Honeywell Hiring Financial Analyst Freshers – Bangalore

http://www.fresherslive.com/jobs/honeywell-hiring-financial-analyst-freshers/

Cvent Solutions Hiring Finance Trainee – Gurgaon, Haryana

http://www.fresherslive.com/jobs/cvent-solutions-hiring-finance-trainee/

http://www.jobsvision.co.in/job-notification/HLL-Life-Care-Ltd/9626


Bangalore
Trainee Data Analyst


http://jobs.freshersworld.com/detail/2012/11/28/Aditya-Birla-Nuvo-Ltd/Trainee-Data-Analyst-53957


Chennai
US IT Recruiter


http://jobs.freshersworld.com/detail/2012/11/21/DCKAP-Technologies/US-IT-Recruiter-53493


Pal Infocom Technologies (P) Ltd

http://jobs.freshersworld.com/detail/2012/11/30/Pal-Infocom-Technologies-P-Ltd/Marketing-Executive-54061

InFocusRx
28 Nov
Hyderabad
Reseach Associate Trainee

http://jobs.freshersworld.com/detail/2012/11/28/InFocusRx/Reseach-Associate-Trainee-53954
Freshers Walk-in at COMODO Security Solutions Pvt Ltd-Jr. Executives - Marketing
http://www.prepareinterview.com/tips/jobs.asp?a=11770

FDI IN RETAIL COLLECTED DATA FROM VARIOUS SOURCES



Indian retail industry is one of the sunrise sectors with huge growth potential.
According to the Investment Commission of India, the retail sector is expected to
grow almost three times its current levels to $660 billion by 2015.
FDI in cash and carry (wholesale) with 100% ownership was
allowed under the Government approval route. It was brought under the automatic
route in 2006. 51% investment in a single brand retail outlet was also permitted in
2006
As such, these retail giants will try to gain from some quick wins while reaching out
to the Indian consumer. For one, they will effectively harness their expertise with
cold storage technologies to lure customers with fresh and exotic vegetables, fruits
and organic produce. Secondly, they will also emphasise on the access that they can
create for a range of inspirational global foods and household brands. Thirdly, by
supporting domestic farmers will try ensuring supplies of essential raw materials to
them
is one of the pillars of its economy and accounts for 14 to
15% of its GDP.
India's retail and
logistics industry employs about 40 million Indians (3.3% of Indian population).
Until 2011, Indian central government denied foreign direct investment (FDI) in multibrand
retail, forbidding foreign groups from any ownership in supermarkets,
convenience stores or any retail outlets. Even single-brand retail was limited to 51%
ownership and a bureaucratic process
In January 2012, India approved reforms for single-brand stores welcoming anyone
in the world to innovate in Indian retail market with 100% ownership, but imposed the
requirement that the single brand retailer source 30% of its goods from India
100% FDI is allowed in wholesale trading which involves building of a large
distribution infrastructure to assist local manufacturers.The wholesaler deals only
with smaller retailers and not Consumers. Metro AG of Germany was the first
significant global player to enter India through this route.

a) FDI up to 100% for cash and carry wholesale trading and export trading
allowed under the automatic route.
b) FDI up to 51 % with prior Government approval (i.e. FIPB) for retail trade of
‗Single Brand‘ products, subject to Press Note 3 (2006 Series)[12].
c) FDI is not permitted in Multi Brand Retailing in India
Changed

1. India will allow FDI of up to 51% in ―multi-brand‖ sector.
2. Single brand retailers such as Apple and Ikea, can own 100% of their Indian
stores, up from previous cap of 51%.
3. The retailers (both single and multi-brand) will have to source at least 30% of
their goods from small and medium sized Indian suppliers.
4. All retail stores can open up their operations in population having over
1million.Out of approximately 7935 towns and cities in India, 55 suffice such
criteria.
5. Multi-brand retailers must bring minimum investment of US$ 100 million. Half
of this must be invested in back-end infrastructure facilities such as cold
chains, refrigeration, transportation, packaging etc. to reduce post-harvest
losses and provide remunerative prices to farmers.
6. The opening of retail competition (policy) will be within parameters of state
laws and regulations.
The first challenge facing the
organized retail sector is the competition from unorganized sector
no ‗barrier to entry
Organized retail sector has to pay huge taxes, which is
negligible for small retail business.
Developed supply chain and integrated IT management is absent in retail
Sector
Also,
the intrinsic complexity of retailing- rapid price changes, threat of product
obsolescence, low margins, high cost of real estate and dissimilarity in consumer
groups are the other challenges that the retail sector in India is facing
Another apprehension is that FDI in retailing can upset the import balance, as large
international retailers may prefer to source majority of their products globally rather
than investing in local products. The global retailers might resort to predatory pricing.
Due to their financial clout, they often sell below cost in the new markets. Once the
domestic players are wiped out of the market foreign players enjoy a monopoly
position which allows them to increase prices and earn profits.
On the contrary; after making
initial investment on basic infrastructure, the multinational retailers may remit the
higher amount of profits earned in India to their own country.
India needs trillions of dollars to build its infrastructure, hospitals, housing and
schools for its growing population. Indian economy is small, with limited
surplus capital. Indian government is already operating on budget deficits. It is
simply not possible for Indian investors or Indian government to fund this
expansion, job creation and growth at the rate India needs. Global investment
capital through FDI is necessary. Beyond capital, Indian retail industry needs
knowledge and global integration. Global retail leaders, some of which are
partly owned by people of Indian origin, [28] can bring this knowledge. Global
integration can potentially open export markets for Indian farmers and
producers. Walmart, for example, expects to source and export some $1
billion worth of goods from India every year, since it came into Indian
wholesale retail market
India has 600 million
farmers, 1,200 million consumers and 5 million traders
\ Indian farmers get only one third of the price consumers pay for food staples,
the rest is taken as commissions and mark-ups by middlemen and
shopkeepers.
Partial FDI in retail was introduced in 1992 in China.
Subsequently, in December 2004, the Chinese retail market was fully opened up to
utilise the enormous manpower and wide customer base available that has led to a
rapid growth of the sector. Today, its retail sector is the second largest (in value) in
the world with global retailers such as Walmart, 7-Eleven and Carrefour comprising
10% of the total merchandise
FDI in multi-brand retail would in no way endanger the jobs of people
employed in the unorganised retail sector. On the contrary, it would lead to
the creation of millions of jobs as massive infrastructure capabilities would be
needed to cater to the changing lifestyle needs of the urban Indian who is
keen on allocating the disposable income towards organised retailing in
addition to the local kirana stores. These stores would be able to retain their
importance owing to their unique characteristics of convenience, proximity
and skills in retaining customers. Also, these would be more prominent in the
Tier-II and Tier-III cities where the organised supermarkets would find it
harder to establish themselves
In contrast, players in the
organized sector have to cover big fixed costs, and yet have to keep prices low
enough to be able to compete with the traditional sector. Getting customers to
switch their purchasing away from small neighbourhood shops and towards largescale
retailers may be a major challenge
Growing economy and increasing purchasing power would more than
compensate for the loss of market share of the unorganised sector retailers
IMPACT OF FDI
-       Infrastructure
·       investment in the logistics
·       infrastructure cold-chain
-       Intermediaries dominate the value chain
-       Improper Public Distribution System (“PDS”)
-       quality standards and consumer expectations
-       employment

CHALLENGES
-       kill local shops and millions of jobs
-       monopolistic power
-       asymmetrical growth in cities
-       Change in balance of payments
-       interest rates
-       Thousands may be created but millions may be lost
-       Work will be done by Indians, profits will go to foreigners.
-       free and fair retail competition is needed
-       inefficiencies and wastage in distribution and storage
-       decrease of child labour in unorganized retail formart
-       impact on suppliers
-       decrease in middlemen commission agents
-       credit system cant be implemented as in case of local neighborhood shops

pros

-       needed investment
-       can learn from domestic players and compete them
-       decrease in supply chain cost
-       Technology
-       Farmers get better prices
-       More choice for consumers
-       Govt gets about usd25-30 billionas taxes
-       Reduce its trade defecit
-       Availability of foreign goods
Cons
-       Rupee depreciation
-       Small retailers
-       Lowers the growth of the economy
-       Monopoly
-       poor unskilled labor
-       unorganized retailing
-       educated unemployment in india
-       predatory pricing by foreign retailers
-       widen the rural -urban divide in
FDI IN RETAILING SECTOR IN INDIA – PROS &CONS - by Hemant Batra
Hemant Batra, Lead Partner, Kaden Boriss Legal LLP, India
Most Countries of the World which embarked on the road to economic development had to depend on foreign capital to some extent. But until the early 1990s India’s approach towards foreign capital as an instrument of growth and development in an overall sense was rigid, restrictive and selective. Things, however, changed with the Industrial Policy 1991.Coming on the heels of the macro –economic and balance of payment crisis of late 1980s, it ushered in a paradigm shift in the Indian economy and over bent to cajole foreign capital to come to India. The beginning made by the Industrial Policy 1991 in the direction of inviting foreign capital has increasingly been gaining momentum with new sectors being made eligible, with almost each subsequent year, for foreign capital.
The most important channel through which foreign capital flows into the country is Foreign Direct Investment (FDI). FDI as defined in Dictionary of Economics (Graham Bannock et.al) is “investment in a foreign country through the acquisition of a local company or the establishment there of an operation on a new (Greenfield) site.  International Monetary Organization (IMF) and Organization for Economic Cooperation and Development (OECD) define FDI as  a category of cross border investment made by a resident in one economy (the direct investor) with the objective of establishing a ‘lasting interest’ in an enterprise (the direct investment enterprise) that is resident in an economy other than that of the direct investor. The motive of the direct investor is a strategic long term relationship with the direct investment enterprise to ensure significant degree of influence in the management of the direct investment enterprise .Besides, International Bank for Reconstruction and Development (IBRD) and United Nations Conference on Trade and Development (UNCTAD) also provide definition of Foreign Direct Investment. To put in simple words, FDI refers to capital inflows from abroad that is invested in or to enhance the production capacity of the economy. It is preferred over other source of foreign capital because it is non-volatile, non-debt creating and results in economic development, modernization and employment generation in the economy.
Foreign Direct Investment under the Industrial Policy 1991 and thereafter under different Foreign Trade Policies is being allowed in different sectors of the economy in different proportion under either the Government route or Automatic Route.  In Retailing, presently 51 per cent FDI is allowed in single brand retail through the Government Approval route while 100 per cent FDI is allowed in the cash-and-carry (wholesale) formats under the Automatic route. Under the Government Approval route, proposal for FDI in ‘Single Brand Product Retailing’ are received in the Department of Industrial Policy and Promotion, Ministry of Commerce & Industry. Automatic route dispenses with the need of multiple approvals from Government and/or regulatory agencies (Government of India or the RBI). Investors are required only to notify the concerned Regional offices of RBI within 30 days of receipt of inward remittances and file required documents with that office within 30 days of the issue of shares to foreign investors
The legal regimes that controls FDI in India and to that extent FDI in retailing includes Press Notes by Department of Industrial Policy and Promotion, Foreign Exchange Management Act 1999, Guidelines  of Reserve Bank of India(RBI) and Security and Exchange Board of India, besides, of course, the Constitution of India.
India’s large and ever growing population coupled with a paucity of profitable economic opportunities make “labor intensive” activities like Agriculture and Retailing a major source of subsistence for the teeming millions especially the poor unskilled labor, superfluous labor and the educated unemployed. Therefore, any change that tend to disturb the existing configuration of these two sectors have a bearing on the lives of millions of these people and raises sharp public outcry and to that extent FDI in Agriculture and Retailing has always been a contentious issue. Of late, the Government of India has expressed its desire to bring the Multi-Brand retailing within the ambit of FDI, and in the process has put in train a debate on its possible outcome. This short paper proposes to examine the conflicting view points of this debate so as to arrive at a balanced conclusion.
Retailing in India as also elsewhere in the world is divided into organized and unorganized retailing. Organized retailing refers to trade activities undertaken by the licensed retailers i,e,  those who are registered for sales tax, income tax etc. These include the corporate backed hypermarket, retail chains and also the privately owned large retail business. Unorganized retailing, on the other hand, refers to traditional format of low cost retailing, for example the corner store (kirana i.e. grocery shops),owner manned general stores, Cigarette shops, convenience store, hand cart, pavement vendor etc. Unorganized retailing is the most prolific and visible form of retailing in India while the organized retailing constitutes only a very small percentage (3-4%). The reasons as to why Indian retailing is so fragmented or unorganized in nature lies in her entrenched poverty and the fact that a large number of educated unemployed and superfluous labor takes refuge in retailing in the face of joblessness and glaring poverty. Retailing in unorganized sector is thus not a profit oriented vocation but a mere source of livelihood. Naturally, the capital investment is very low and the infrastructure is rudimentary. It is estimated that less than 4% of Indian retailers have shops larger than 500 square feet. Given this rickety state of Indian unorganized retailing, there are serious apprehensions that the flow of organized foreign capital with its associated baggage of humungous infrastructure, bulging financial power professional managerial staffs etc, would sound the death knell for the Indian retailing industry. As against most Indian retailers’ less than 500 square feet premises, the average size of a store of Wall-mart (American Retailing Giant)   is 85000 square feet and has an average annual turnover of $51 million as opposed to an average Indian retailer’s paltry turnover of Rs.186, 000. Further, it is feared that the international retailing giants will resort to predatory pricing to acquire monopolies. These retailing giants with their sprawling business cutting across different continents and deep pockets will be able to sustain loss till their competitors are wiped out.
As has been mentioned earlier retailing “disguises” the abysmal nature of unemployment in the country. Indian agriculture has long been a source of livelihood for the teeming millions of the country (provides employment to more than 50% of India’s labor force)   so much so that it is massively over-crowded now. Besides, during the lean season even the productive farmer find themselves unemployed. Although the manufacturing is a labor absorbing sector, its true potential has not been harnessed as yet and it has been stagnating since the tenth five year plan. Retailing helps in absorbing these shocks providing safety-net and opportunities to the superfluous labor to eke out a living where all other sectors have not been able to. Critics fear that the inflow of FDI in retailing will restrict the labor absorbing capacity of the retailing sector since the international retailing giants employ labor saving machinery and knowhow both to add value to their service as well as to enhance their profit. And given the fact that the manufacturing is not in a vibrating state to absorb those who are displaced from the retailing by the advent of FDI, the poor and the unemployed will find the going very difficult for them. There will be a hike in the rate of both unemployment and underemployment.
It has also been said that the domestic organized retailing is underdeveloped and in a nascent stage. Therefore, it is important that the domestic retailing sector is allowed to grow and consolidate first before the sector is opened to FDI. FDI in retailing may also widen the rural -urban divide in the sense that most of the retailing centers would be set up in the cities where both the density of population and level of income of the people are high. These retail centers would also attract cheap labor from the rural areas and thereby deplete the hinterland of its workforce. In addition, organized retailing with FDI would result in bevy of buildings and multiplexes. Unless their constructions are regulated, they will also add to the chaotic muddle of urbanscape.
After having expatiated on the possible pitfalls of allowing FDI in retailing, it is also necessary to understand the distinction between appearance and reality. Much of the prognostication of gloom is based on a theoretical understanding of the situation. In reality, the research conducted by the Indian Council for Research on International Economic Relations (ICRIER) has revealed that there is no evidence of overall decline in the employment of the Unorganized retailing sector as a result of the advent of FDI in organized retailing and that the rate of closure of small shops for the same reason is very minimal.
One needs to be holistic in his assessment of the outcome of introducing FDI in Retailing. One of the reasons as to why a vast swath of India’s population is suffering poverty and depravation is that Agricultural sector of the country has not developed appropriately, and the main stumbling block in this regard has been that of inadequate logistics and direct access for farmers to vast markets. FDI in retailing can to a large extent ameliorate these deficiencies. If FDI in front end retailing is allowed, the international retailing giants will be motivated to invest capital, bring in  knowhow and global capacity on a colossal scale and as a result a world class back end infrastructure would be built the like of which may take the government years to make (Though FDI is permitted in backend infrastructure to the extent of 100% through the automatic route, in the absence of FDI in retailing, investment in backend infrastructure has not been so forthcoming) . The foremost beneficiary of such a development would be the farmers, especially those engaged in Horticulture. Though India is the second largest producer of fruits and vegetables, lack of storage facilities cause heavy losses to farmers. Availability of adequate post harvest and cold chain infrastructure would enable the farmers to avoid wastage and distress sales. The retailers would engage the farmers directly through the contract farming programmes as also resort to direct buying from the farmers which will dilute the role of profit siphoning intermediaries, enhance the income of the farmers and give them direct access to markets. The resultant rural prosperity may open up market for other industrial goods and help bring about a more balanced regional development. 
The Medium and Small Enterprise that plays a critical role in country’s overall manufacturing scenario has lagged and suffered due to lack of branding and avenues to reach out to the vast world market. The international retailers can buy from them not only for the domestic market but for their stores outside the country also and in the process provide the small and medium enterprises of the country a brand name and a window to the international market. In fact, it is estimated that FDI in retailing can significantly increase export from the country. If the domestic organized retailers are allowed to grow to the exclusion of FDI, it may bring about other above mentioned developments but not increase the exports.FDI can, in fact, spur competition among the organized retailers. The ultimate beneficiary of these competitions would be the consumers. An example of how the consumer benefit from the competition is the automobile industry in India. The intense competition among the automobile industries has resulted in a situation where the consumer has been able to purchase cars for as low a price as rupees one lakh. CRIER in its research has found that all income groups save through organized retail purchase, but the lower income groups save more. Thus, organized retail is relatively more beneficial to the less well-off consumers.
A growing and mushrooming retail sector means that its contribution to GDP would grow. It would thus help in expanding the economy, generate employment and result in more tax income.      
In the light of all that have been discussed above it can be said without any dispute that the time for allowing FDI in Multi –Brand Retailing has come and as Victor Hugo has said “Nothing can stop an idea whose time has come”. FDI in Retailing started with FDI in cash and carry wholesale trading first permitted in 1997 to the extent of 100% under the Government approval route and thereafter in 2006 brought under the automatic route. In 2006 again FDI in Single Brand Retailing was permitted to the extent of 51%. From here it is but natural and logical that FDI would now proliferate to multi-brand retailing. But the progression to FDI in multi-brand retailing cannot take place at the cost of vital concerns raised in connection with this possible change by different groups; viz, the question of adaptability of the retailers in the unorganized sector, the question as to how the FDI in retailing can be harnessed for the benefits of Indian agriculture and Medium and Small Enterprise and above all how to impart into the economy a degree of resilience to withstand the changes that would be ushered  in the wake of introduction of FDI in retailing. All these concerns have to be addressed not because the Left wing political parties and the media through their campaign have necessitated such attention but because we are constitutionally bound to do so .The Preamble of the Constitution resolves to constitute India into a Sovereign, Socialist, Secular, Democratic, Republic and to secure to all its citizens JUSTICE, social, economic and political …..EQUALITY of status and opportunity. Directive Principles of State Policy similarly exhorts the state to establish just, equitable and fair order. Article 39(c) states that the state should ensure that the operation of the economic system does not result in the concentration of wealth and means of production to the common detriment. Though both these features are not enforceable, the Executive and the Apex Court in particular have time and again reiterated the sacrosanct nature of these features [ Kesavananda Bharti v.State of Kerala AIR 1973 SC1461,1973(4) SCC225; Minerva Mills v. Union  of India 1980 AIR 1789,1981 SCR(1) 2061]
Unlike FDI in single brand retailing which pertains to brand loyal and a relatively small high income clientele, FDI in multi-brand retailing would have direct impact on a vast spectrum of population and thus a sensitive issue. Left alone foreign capital will seek ways through which it can only multiply itself, and unthinking application of capital for profit, given our peculiar socio-economic conditions, may spell doom and deepen the hiatus between the rich and the poor. Thus the proliferation of foreign capital into multi-brand retailing needs to be anchored in such a way that it results in a win-win situation for India. This can be done by integrating into the rules and regulations for FDI in multi-brand retailing certain inbuilt safety valves. For example FDI in multi –brand retailing can be allowed in a calibrated manner with social safeguards so that the effect of possible labor dislocation can be analyzed and policy fine tuned accordingly. To ensure that the foreign investors make a genuine contribution to the development of infrastructure and logistics, it can be stipulated that a percentage of FDI should be spent towards building up of back end infrastructure, logistics or agro processing units. One of the justifications for introducing FDI in multi-brand retailing is to transform the poverty stricken and stagnating rural sphere into a forward moving and prosperous rural sphere. To actualize this goal it can be stipulated that at least 50% of the jobs in the retail outlet should be reserved for rural youth and that a certain amount of farm produce be procured from the poor farmers. Similarly to develop our small and medium enterprise, it can also be stipulated that a minimum percentage of manufactured products be sourced from the SME sector in India. Public Distribution System is still in many ways the life line of the people living below the poverty line. To ensure that the system is not weakened the government may reserve the right to procure a certain amount of food grains for replenishing the buffer. The government may also put in place an exclusive regulatory framework to protect the interest of small retailers. It will ensure that the retailing giants do resort to predatory pricing or acquire monopolistic tendencies. Besides, the government and RBI need to evolve suitable policies to enable the retailers in the unorganized sector to expand and improve their efficiencies
The Industrial policy 1991 had crafted a trajectory of change whereby every sectors of Indian economy at one point of time or the other would be embraced by liberalization, privatization and globalization.FDI in multi-brand retailing is in that sense a steady progression of that trajectory. But the government has by far cushioned the adverse impact of the change that has ensued in the wake of the implementation of Industrial Policy 1991 through safety nets and social safeguards. But the change that the movement of retailing sector into the FDI regime would bring about will require more involved and informed support from the government. One hopes that the government would stand up to its responsibility, because what is at stake is the stability of the vital pillars of the economy- retailing, agriculture, and manufacturing. In short, the socio economic equilibrium of the entire country.  
By Hemant Batra, Lead Partner, Kaden Boriss Legal LLP, India; Vice President, SAARCLAW; Chairperson, IICLAM, Singapore; Advisory Board Member, OIC, USA

E-Marketing challenges


E-MARKETING
Marketing took a deep turn from traditional ‘Barter system’ to buying and selling system. Companies made changes along the line with production concept, product concept, selling concept then took value generating concept i.e. Marketing concept. In marketing many trends were introduced and they made customer centric buying and selling. Today we have Holistic marketing were everything matters in marketing from production to customer relationship. As all environmental factors favoring business are changing, marketing practices also coped up. Technology changed features of every sector and the way they done business before. E-Marketing is a tool among them which is used as impeccable one now a days.
E-Marketing gives scope for companies to communicate, promote, and sell its products and services over Internet. It is accompanied with Social media, viral marketing, E-CRM and other tools. E-marketing facilitates innovative marketing ways from lead generation to customer relationship. It is on both sides of a coin with pros and cons which are dealt in this paper. We can treat e-marketing it as a fully fledged channel with both profits and losses. It has opportunities as well as challenges to face and get good result out of it which are discussed ahead in this paper.

Keywords: E-marketing, Social media, Customers, Relationship, online marketing, eCRM



Channels
Every business is supported by effective channels which are considered as major sources of business. There are so many options available and each channel has its own set of advantages and certain amount of cost associated with it. There are various channels in E-Marketing as online marketing, Social networking, search engine marketing, etc. According to need and affordability we use preferred channel for our business. E-marketing can be chosen as one of the channel and companies should not rely completely on it.
Online marketing refers to any form of marketing through internet. With the evolution in digital era, The World has really become a smaller place and ‘Online Marketing’ has played a major role in it. Online marketing is everywhere with you, on your laptops, I pads, tabs and cell-phones. No industry is untouched by the digital marketing. Be it B-to-B or B-to-Cr or C-to-C, today everything is being sold through digital channels. In India, internet penetration is evolving with 28 % y-o-y growth and this represents huge Online marketing opportunities for the companies. But it is easier to say then doing.

Social networking is a handy aspect now-a-days. According to a survey if Face book users constituted as a country, it would be the world's third largest, behind China and India. LinkedIn is getting a million users adding in each week. Due to changes in buyer’s behaviour and tastes, consumers increasingly go online to discuss products and brands, seek advice, and offer guidance. But it’s difficult to identify these conversations which take place in variety of platforms with in lightening speed. Companies have to find out what people are saying about their products and get involved in the conversation and politely ask customers to rate and share their opinions of their business. Social networking can be used for front end of the marketing as well as sales cycle, prospecting, lead generation, Pre-sales calls.

Viral marketing is simply passing message in very short period. The best example strikes in mind when we talk about viral marketing viral campaign of hotmail which generated 12 million subscribers in just 18 months with a marketing budget of $50,000. Hotmail given free services and Attached a simple tag at the bottom of every free message sent out: “Get your private, free email at “www.hotmail.com”. Viral marketing Provides effortless transfer of message to others. Time and financial aspects are consumed to low level. It can be used as a good form of communication as well as negative side. May reach to unknown groups, Brand dilution may occur as competitors can use this to dilute brands of other companies. More spam can be generated then the original message. 


E-commerce is the buying and selling of products and services by businesses and consumers over the Internet by using encrypted payments. It is not difficult to tune to E-commerce from traditional system but some variants like costs, Knowledge, availability, necessity, etc. should be considered. This is a good market place for goods, services, experiences, events, persons,
places, properties, organizations, information, and ideas. Even though we have less entry barriers the costs to be incurred in later date to cope up with competition will be higher. In recent days we can see separate e-commerce firms are formulated to maintain e-commerce of any business. 

Challenges and opportunities
Major element missing in E-Marketing especially in online marketing is “TRUST”. No one will buy a product online just by seeing the product and its features, there should be some inherent trust on the particular firm to believe them. Trust can’t be built in a short period it takes much time even greater than expected. Effective e-marketing practices live online support, customer relationship; services will improve trust and belief on a company as well as product.
Experiencing the product before buying is impossible in e-commerce. I can’t buy a television or car, without experiencing them. In case of e-marketing I can only know about features of the product but I can’t experience it. Visual execution works well along with touch and feel. Additionally unavailability of sample test in the case of perfumes and food diminishes the willingness to buy.

Security is a major concern for any person. For example my personal information can be stolen by different tools available today.  Has there are separate firms or agencies which are expertise in online marketing use different methods to collect information regarding clients interests, preferences. They don’t mind about the quality or threats of the products.

Lack of measurement tools: There are no specific measurement tools to identify the result obtained in online marketing. But there are reference metrics, basic campaign measurement, digital visibility measurement and social engagement measurement tools provided by the likes of Google Analytics, Klout and Face book, but they are limited in their scope; for the simple reason that it impossible to measure extent of content consumption, and number of likes and hits can only tell so much.

Tweets are easy but converting tweets and likes into a potential customer is a very difficult task in social networking. We can generate leads but it again needs traditional sales process to convert them in to customers. Social media should be cautiously watched and maintained so that the information is updated regularly before customer changes his mind.

Quality offered online may not be exactly the same as delivered for example, fabrics and shoes. The durability of the information available is also not authenticated. This leads to
Unethical practices. We have specialized people in social media called as search engine optimizers (SEO) who play a major role in marketing of products electronically or through internet. When popularity is all about search engine rankings, the keyword hackers just position the websites in first rank without considering quality.

Direct contact cannot be established in some cases of e-marketing. The details may be available which one can read but the value of the content is gradually diminishing. But special customer relation management which is being improved now-a-days improves this element.

Reaching to targeted and segmented customer base is difficult because we design ads related to particular target group but it may not reach the group, as internet can be accessed by everyone it is impossible to identify potential customers in that ocean.

The threatening part is that since the internet is freely driven and provides easy access to end users, a negative publicity may harm the company in both short and long run of its business. Negative publicity spreads faster in social media than in digital media now-a-days. Last year, for example, a hoax photograph posted online claimed that McDonald's was charging African-Americans an additional service fee. The hoax first appeared on Twitter, where the image rapidly went viral just before the weekend as was retweeted with the hashtag #seriouslymcdonalds. It turned out to be a working weekend for the McDonald's social-media team. On Saturday, the company's director of social media released a statement through Twitter declaring the photograph to be a hoax and asking key influencers to "please let your followers know." The company continued to reinforce that message throughout the weekend, even responding personally to concerned Tweeters. By Sunday, the number of people who believed the image to be authentic had dwindled, and McDonalds stock price rose 5 percent the following day

The challenges part is funding and more organizational issues such as developing the right processes and governing structure, identifying clear roles and responsibilities -- for all involved in social-media strategy, from marketing to customer service to product development -- and improving performance standards.

Relationship marketing

Personal interaction with customers and others and communication engages the customer and wins credibility and loyalty. In today’s generation customers are in need of relation rather than just sales. Marketers should identify this and should use innovative tools to make relationship with customers.

E-CRM:  The key to meet today’s customer’s expectations is ‘ECRM’ an approach that integrates all of your customer information and makes it available for each customer contact, so you can provide the kind of consistent and effective personalized service customers want. It may be expensive for a midsized company as it involves high technology. Companies are using this technique to develop long term customer relationship, which helps them in future perspective. E-CRM integration supplies a familiar contact point that remembers them personally and has knowledge of their likes and dislikes, their history with your company and their details and credit status. However many contact points your online business has, such as, e-mail, instant messaging, voice-over Internet, Web chat, voice mail or live help desks, e-CRM provides a solution that brings them all together for each and every customer contact.
Recent trends in CRM such as social crm, global crm, collaborative crm, communicative crm and finally electronic crm. Ecrm is emerging trend for MNC companies as they are able to afford and maintain it. Actually this provides efficient services such that they are very easier to operate and efficient in getting reliable customer database. In modern Ecrm tools we can get data about customer’s first purchase to discounts given and other information. Effective crm programs will establish a relationship between the company and customer’s.

E-Marketing is best source for any sector to develop individually and make their presence in the market. In many cases it is fruitful and obtained expected outcomes. Apart from some difficulties any company, industry has to use this channel very effectively for overall development. This can be said as competitive advantage for companies. As technology keeps on growing trends in E-Marketing also keep on improving and where it can be reached to maximum number of consumers who are in need of it. Investments should be made to get sophisticated tools which help the companies in long run to establish a strong brand image. Here customers have to understand that the products or services which are bought without due diligence anywhere will always vary with the original. This is where the clause of caveat emptor applies.  



REFERENCES
emarketingconcepts.com
brandchannel.com
http://marketingtoday.com/emarketing/


Research articles and Journals
1.      Brand positioning strategy using search engine marketing- Wenyu Dou Department of Marketing, City University of Hong Kong
2.      Product-related deception in e-commerce: a theoretical perspective - Izak Benbasat Sauder School of Business, University of British Columbia
3.      Seeding strategies for viral marketing: an empirical comparison - Oliver Hinz, Bernd Skiera, Christian Barrot, & Jan U. Becker
4.      Adding Bricks to Clicks: Predicting the Patterns of Cross-Channel Elasticities Over    time- Jill Avery, Thomas J. Steenburgh, John Deighton, & Mary Caravella
5.      Why Social Media is not free The true costs of this seemingly free communications channel - By Sujata Ramnarayan.