1. Introduction

Reporting in the general and business press suggests that we are witnessing a burgeoning interest in the use of the Internet. The number of web users are developing quickly: one estimate is that over one million new users come online every week, and that the current number of mature people worldwide utilizing the Internet and the web is over 200 million [1].

This represents a large base of potential customers for e-commerce activities that are currently estimated at $20 billion in 1995 and expected to develop to over $300 billion by 2014 [2]. Drawing the developing base of Internet and web users to participate in online shopping and exchanging activities is a noteworthy chance for e-commerce [3]. The enormous and very publicized success of firms, for example, Flipkart.com and Snapdeal.com is viewed as portending a ruddy future for business-to-consumer (B2c) e-commerce, leading to a scramble around both established firms and start-up firms to join the conflict. Further, the opportunities in the business-to-business (B2b) e-commerce arena to create efficient inter firm interfaces and streamline supply affixes are likewise believed to be considerable. Early movers like Cisco Systems are reportedly transacting very nearly the sum of their dealings with wholesalers over the Internet. By numerous records, the opportunities in the business-to-business e-commerce arena far exceed the opportunities in business-to consumer e-commerce.

In spite of anecdotal records, evidence on the benefits to firms from e-commerce initiatives is mixed, while the expenses of entry are real and staggering. Considerable in advance investments in creating e-commerce capabilities are required to be a viable player in the current e-commerce environment. Dawn Dobni (2012) estimates that firms creating e-commerce sites spend $1 million in the first three months, and $30 million “for a place in cyberspace that sets them apart from the competition” [4]. Moreover, these expenses are projected to increase at a rate of over 25% per year over the next two years [5]. An examination of the yearly reports of e-commerce companies reflects the magnitude of these expenses.

2. Pitfalls Associated with Traditional Marketing

Traditional advertising describes any kind of marketing, marketing or even marketing campaign that's been being used through businesses for a long time, as well as which has a confirmed achievement rate. Ways of traditional advertising range from printing ads, for example newsletters, advertisements, flyers as well as paper printing advertisements. Other styles associated with traditional advertising consist of television places or even advertisements, in addition to stereo places marketing a company, service or product. But, these obviously increase cost of marketing or promotions.

Whilst more recent marketing techniques perform function and may improve the corporation's clientele, totally changing Traditional advertising using the most recent advertising methods may show harmful effects. Traditional techniques possess a higher achievement price and therefore are confirmed. Web techniques tend to be susceptible to customers or even clients accessing a good on the internet moderate as well as becoming Web experienced. Along with Traditional advertising, a person with the paper, postal mail support, television or even stereo may observe your company or even support. Instead of clients heading on the internet to locate your company or even support (and perhaps tripping in your competitor's website), a person provide your company or even support in order to potential prospects along with printing ads along with other Traditional techniques.

3. Related Study

There's an array of research as well as investigation that comes from the requirement to look for a new paradigm with regard to advertising that, surpassing the actual 4 Ps, may determine much more particularly the actual advertising levers. This particular flow associated with investigation, that all of us call as “revisionist”, claims the requirement for any revolutionary re-conceptualization. The primary debate from the 4 Ps is actually how the design is actually in house focused; this particular restriction results in the possible lack of client alignment and also the inadequate focus on the connection along with clients [13, 19, 20]. Schultz (2014) highlights which within today’s areas there's the requirement for any brand new outwardly focused paradigm that views the actual system program look at.

A typical element in all of the “revisionist” e-marketing mix analyzed may be the belief from the requirement for a far more specific client alignment. This particular restriction consists of all of the facets of today’s advertising; nonetheless it includes an especially powerful repercussion within online marketing, exactly where interactivity is undoubtedly an important element. It's fascinating to note which, regardless of these types of criticisms, most of the “revisionists” writers examined accept range from the 4 Ps within their advertising blend versions, along with couple of conditions.

Lawrence et al. (2012) suggest to increase the actual Traditional 4 Ps’ blend additional 2 Ps, that have been discussed within the advertising because a number of years: individuals as well as product promotions; this particular blend is actually after that contained in the 5 Ps advertising idea: paradox, viewpoint, paradigm, marketing as well as enthusiasm. Within the literature Verona (2012) suggest the 3 Cs design, exactly where every C consists of a few important elements: content material (Web website as well as platform), community (interaction system as well as relational capability), business (including the actual 4 Ps: item, cost, location as well as promotion); whilst Vernuccio (2012) recommend the 3C+I (interface) design in which the 4 Ps tend to be incorporated as well as re-contextualized within the on-line atmosphere.

Kalyanam (2010) analyzed the 4 Ps of their 4P+ P2+C2+S3 design inside a broader framework that, because of the actual three-dimensional rendering, can provide a far more total taxonomy from the components developing the actual blend.

Chen (2011) illustrates the significance accepted towards the environment as well as conversation within the framework, which views 8 Ps, 4 which would be the traditional Ps.

4. Marketing Portray of Flipkart.com

Flipkart.com's yearly report for 2013 reveals that the firm spent $150 million on computers, equipment, and software in 2010s adding up to 15% of their yearly revenues for the year. This figure for Flipkart.com is $39 million (15% of revenue) and for COD (cash on delivery). Now is $25 million (18% of revenue). As a percentage of yearly revenue, these numbers are altogether higher than the average IT spending of 1% of revenue in the retail and conveyance industry. In the budgetary services industry, researcher reported e-commerce related expenditures in 2000s to be between 15–25% of yearly revenue, over twice the average of 7% for the sector in the year [6].

Once these investments are in place, the expenses of entry into e-commerce likewise include huge marketing expenses in activities, for example, the placement of banner ads in one or more entryway sites. For instance, Timesjob.com, a provider of employment search services concluded an agreement in 2010 to pay AOL $1 million over four years to be the exclusive provider of position postings on AOL. Because a developing number of firms are making or considering making critical investments both in data technologies and in hierarchical changes related to e-commerce, a sensible question that takes after is: What are the returns to shareholders from firms engaging in e-commerce? Positive returns will provide evidence that investors can foresee future benefits to organization performance from these planned activities and associated IT investments.

In an efficient capital market, investors are assumed to collectively recognize future benefit streams accumulating from initiatives announced by firms, a judgment subsequently reflected in the stock price of the firm. Assuming that e-commerce activities of firms are expected to enhance future money streams, the capital market might respond positively to unanticipated e-commerce announcements by firms, resulting in an increase in their stock price.

The event study methodology is designed specifically to take advantage of this aspect of fiscal markets, making it a very useful instrument for management researchers to examine consensus estimates of the future benefits streams attributable to hierarchical initiatives [7]. This methodology is well accepted and has been used to study the effect on the economic value of firm activities, for example, IT investments [8], corporate acquisitions, takeover offers, celebrity endorsements and new item presentations [9].

5. Market Value of E-Commerce

A range of e-commerce initiatives involve items, for example, software code, stock quotes, and magazine articles that are available in computerized structure for downloading or for use online by customers. For instance, a customer can pay utilizing a credit card and immediately download software projects, for example, Corel Draw and Word Perfect from Adobe.com, or search the archives of the PTI (press trust of India) and print articles of interest for a little fee. Other e-commerce initiatives involve tangible goods, for example, Cds, books, toys, and computers that might be ordered online yet need to be physically shipped to the customer. This refinement between computerized and tangible goods is similar to the view of economic movement as including either bits or iotas advocated by Lusch et.al. [10].

While e-commerce presents a way for firms selling both categories of items, especially critical advantages accrue to firms supplying computerized goods as they can use the Internet as a medium for immediate item delivery. The use of the Internet to deliver advanced goods permits firms to break free of the confinements and physical requirements imposed by tangible containers, for example, packaged goods and printed magazines. For instance, an online magazine can potentially deliver exclusively customized issues to all its subscribers, engage its audience through hyperlinks to related content and provide readers the capability to dialog with the writer and with one another. Comparable devices that enhance the value of the content to customers are not feasible in the printed structure as a printed magazine is generally limited by physical stipulations, for example, the number of pages and the need for large print runs with comparative content. Correspondingly, a software firm can offer a wider range of versions of their items with different functionalities at multiple price focuses when selling online than when constrained by the expenses of dealing with the complexity of delivering a variety of items to customers through customary channels.

Intangible computerized goods deliverable online are a subset of the category of data goods; the minimal expenses of handling such goods are very little [11]. This feature of the economics of processing of intangible goods, combined with the capability to immediately deliver such items to a large number of consumers over the Internet creates the chance for firms to evolve exceptionally scalable and profitable e-commerce business models. Initiatives including the use of the Internet as a delivery medium for computerized items are likely to create altogether higher future benefit streams than e-commerce initiatives including tangible items where the Internet is employed largely as a means for more efficient searching and ordering by customers. For instance, firms, for example, Snapdeal or infibnit that use the Internet as a means to immediately deliver their items and services are likely to enjoy essentially higher benefit streams in the future as transaction volumes increase the minor expenses of facilitating extra barters or delivering an extra duplicate of Word Perfect are insignificant. Conversely, benefits to online firms selling tangible items, for example, borders.com or gap.com don't scale up in the same extent concerning ebay in view of the considerable and relatively steady progressing expenses of securing and transportation copies of books or clothes as order volumes increase.

However, investors are expected to realize these efficiencies in the handling and circulation of advanced goods and component them into the stock prices of firms engaged in these activities. The relative increases in the market value of firms handling computerized goods and tangible goods therefore are not clear.

6. Conclusions

At last, it is plausible that e-commerce announcements were merely typical moves by firms rather than genuine attempts to initiate e-commerce activities [12], in which case, our explanations for the effects grounded in the discerning theories of firm activity may be less appropriate than explanations drawing on socio-political theories. Future studies examining the connection between firm announcements to the implementation of arrangements by firms and subsequent outcomes for firms have the potential to derive some knowledge on this paramount issue.

ACKNOWLEDGEMENTS

This research paper is made possible through the help and support from everyone, including: parents, teachers, family, friends, and in essence, all sentient beings. Especially, please allow me to dedicate my acknowledgment of gratitude toward the following significant advisors and contributors:

First and foremost, I would like to thank Dr. Prakash Divakaran for his most support and encouragement. He kindly read my paper and offered invaluable detailed advices on grammar, organization, and the theme of the paper.

Finally, I sincerely thank to my parents, family, and friends, who provide the advice and financial support. The product of this research paper would not be possible without all of them.