Page 160 - DMGT310_ENTREPRENEURSHIP_AND_SMALL_BUSINESS_MANAGEMENT

Unit 10: Marketing Considerations

Self Assessment Notes

Fill in the blanks:
13. ………….. marketing means exporting goods to other countries of the world.
14. Export marketing has wider ………………. significance as it offers various advantages to
the national economy.
15. Every country takes various …………… initiatives for promoting exports.

Case Study Google Adwords

A success story of Aryan Florist
A Bouquet of Success

Aryan Florist started using AdWords with a modest budget of ` 200 per day. Business
scaled phenomenally and the company has increased its budget manifold. Today,
Ad-Words accounts for 90% of its business.

Planting the Seed
Aryan Florist was established by Rishi Sachdev in 2004 with the vision of catering to the
floral needs of customers not only in India, but also those living abroad who want to send
flowers in India. Based in Chandigarh, the company provides excellent service in all
villages of Punjab. It has a track record of delivering flowers within 3-4 hours of ordering,
even to the remotest village in Punjab.
Aryan Florist has now grown to cater to the floral needs of consumers in more than 100
cities of India.
Success Blooms
Aryan Florist was introduced to Google AdWords in 2004. Rishi says that he started with
a modest budget of ` 200 per day, and today it has increased to around ` 2000-3000 per day,
due to the value derived from this online medium.
Business has scaled phenomenally using AdWords, especially with specific seasonal
campaigns he has received more flower orders than ever before. Rishi says that for the
Valentine’s Day campaign he had tweaked the current campaigns to have ad texts and
keywords specific to Valentine’s Day, and also increased his budget to as high as ` 10,000
per day.

Even when this campaign was run for a small period only (Feb 7- Feb 14) , website traffic
increased from 100 visits per day to 600-700 visits per day, giving 70-75 orders in that
week. Also, out of these 70-75 customers who purchased his products, 30-35 still visit the
website and continue to place orders.

“The flexibility to change your AdWords campaign budget at any time and adjust campaign
geo-targeting at the country, region and city levels are the two most important features of
Google AdWords,” feels Rishi.

Rishi is also appreciative of the support received from the Google AdWords specialists,
and feels that the best part is that all his queries get answered within a turn around time of
24 hours!
Contd...

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