Project Report

(Project Semester V 15 NOVEMBER – 2024 )

“Sales and marketing FMCG product ”

FMCG
PRODUCT

Submitted by
Divyank Ramchandani
22BBAN334
Under the Guidance of

UniversityGuide: Industry Guide:

Dr Sumita Sharda
AssistantProfessor AssistantManager

Faculty of Management
JECRC UNIVERSITY, JAIPUR
15 November
 DECLARATION
I hereby declare that the work reported in this thesis entitled “Sales and
Marketing FMCG product ” resulted out of the summer internship
project undertaken at
“Sales and marketing FMCG product ” during the period 15 NOVEMBER
is original and has not been previously submitted anywhere else.

Name: Divyank Ramchandani

Enrolment No.: 22BBAN334

 CERTIFICATE

This is to certify that the work incorporated in the summer project “Sales and
marketing FMCG product '' Submitted by Divyank Ramchandani was carried
by the candidate under my supervision. It is certified that the work has not
been submitted any where else for the award of any other Degree or Diploma
of This or any other University. We also certify that He complied with the
Plagiarism Guidelines of the
 ACKNOWLEDGEMENT

I, Mr . Divyank Ramchandani hereby express my gratitude for the tremendous support and
enthusiasm that I received throughout the course of this project. I would like to acknowledge the
guidance of Prof. Reenu Pareek, Dean of Jaipur school of business and Dr Ruchi Goyal , HOD of
Jaipur school of business at JECRC University, Jaipur. I thank them for enriching our experience
with this opportunity.

I deliver my sincere gratitude to DR Sumita Sharda ma’am His motivating demeanour

paved the course of my research and facilitated in facile accomplishment of my goal.

I feel blessed to have garnered great insights into the field of Human Resources with the very
distinguished team at sales and marketing of FMCG product.
 EXECUTIVE SUMMARY

Sales is a term used to describe the activities that lead to the selling of goods or services. Businesses have
sales organizations that are broken up into different teams. And these sales teams are often determined
based on: The region they're selling to, The product or service they're selling , The target customer.
Salespeople reach out to contacts that might be interested in purchasing the product or service that their
company is selling. And the contacts that demonstrate interest (e.g., visiting the company website,
downloading a piece of content, interacting with your company on social media).The goal is to reach out
to leads who have shown interest or fit the description of their target customer, in hopes of providing them
with a solution that results in them purchasing your product or service. Some of the most common types of
sales are: Inside Sales, Outside Sales, B2B, B2C, Business Development, Agency Sales, Consultative
Selling, eCommerce, Direct Sales.

A sales process is key to running a successful sales organization. And the methods and processes that
businesses their market, products and services, and position in their industry. Some of the methodologies
that are used in sales are: Solution selling, inbound selling, SPIN selling(Situation, Problem, Implication,
and Need-Payoff), N.E.A.T Selling, Conceptual Selling, SNAP Selling(Simple, be iNvaluable, always
Align, and raise Priorities). The Challenger Sale, The Sandler System, Centric Selling, MEDDIC( Metric,
Economic, Buyer, Decision criteria, Decision process, Identify pain, Champion).

Marketing as a discipline involves all the actions a company undertakes to draw in customers and maintain
relationships with them. Networking with potential or past clients is part of the work too, and may include
writing thank you emails, meeting with clients for coffee or a meal. At its most basic level, marketing seeks
to match a company's products and services to customers who want access to those products. Matching
products to customers ultimately ensures profitability. Product, price, place, and promotion are the four P`s
of marketing. The Four Ps collectively make up the essential mix a company needs to market a product or
service.

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 TABLE OF CONTENT

Chapter 1 Introduction 7
1.1 Overview 7
1.1.1 Definition( Sales) 8
1.1.2 Theories of selling 10
1.1.3 Different types of sales role 14
1.1.4 Difference between old selling method and new method 16
1.2 Marketing 18
1.2.1 Concept of marketing 18
1.2.2 Segment of marketing 19
1.2.3 The 7 Ps of marketing 21
1.2.4 Marketing Strategies 23
1.2.5 Sales and Marketing Strategies 24

Chapter 2 Company Overview 27

2.1 Culture and core values 27
2.2 Brand list 28
2.3 Departments 34
2.4 Swot Analysis 37

Chapter 3 Background theory 39

3.1 Social Media audit & monitoring
3.2 Social media management
3.3 Online reputation Management

Chapter 4 Target Specification 42

4.1 Reach
4.2 Measurement
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 4.3 Interactive And Engagement

4.4 Time
4.5 Cost
Chapter5 Methodology 45
5.1 Social Media Campaigns
5.2 Facebook Marketing
5.3 LinkedIn Marketing
5.4 Twitter Marketing

5.5 Blogs and QA

5.6 Affiliate Marketing
5.7 Email Marketing
Chapter 6 Conclusion and Future Scope 63
6.1 Work Conclusion
6.2 Future Scope of Work
Chapter 7 Skills Acquired and Recommendation 69
Reference/Bibliography 71

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CHAPTER 1

INTRODUCTION

6
INTRODUCTION

1.1 Overview

Marketing and Sales deals with the exploration and understanding of customer needs, with the response to
them through the development, production and sales of goods and services (including innovation
implementation). It also deals with the impact on customers’ needs in accordance with the strategic purposes
of the organization

Marketing and sales are closely linked. While marketing focuses more on pre-sales activities, surveys or
understanding the needs of customers, sales processes are closely connected to them and realize the actual
. Business relationship with customers Outlined below are all methods and analytical techniques used in
marketing (marketing management) as well as in the sales processes itself.

These statements highlight two aspects of the sales and marketing relationship:

1.The responsibilities of each group are closely linked.

2.Marketing has a vital role in supporting sales.

In practice, the marketing department tends to bear responsibility for raising awareness about a product and
generating high-quality leads for a sales team. A “ marketing qualified lead “is a lead that meets certain
criteria set forth by a marketing department. A “Sale qualified lead” adds to the initial stipulations set forth
by marketing to help find the highest value prospects.

At times, a sales department may complain that marketing leads do not meet the standard set forth by the
sales team. However, the potential for conflict also represents an opportunity for collaboration. The more
effectively the two teams can share ideas, the better aligned their definitions are likely to be.

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1.1.1 Definition Of Sales

A sale is a transaction between two or more parties in which the buyer receives tangible or intangible goods,
services, or assets in exchange for money. In some cases, other assets are paid to a seller. In the financial
markets, a sale can also refer to an agreement that a buyer and seller make regarding the price of a security.

Regardless of the context, a sale is essentially a contract between the buyer and the seller of the particular
good or service in question.

If the item or service in question is transferred by one party to the other party with no compensation, the
transaction is not considered to be a sale, but rather a gift or a donation.

How sales works

A sale determines that the seller provides the buyer with a good or service in exchange for a specific amount
of money or specified assets. To complete a sale, both the buyer and the seller have to be considered to be
competent enough to make the transaction. They also have to be in agreement regarding the specific terms
of the sale.

In addition, the good or service that is being offered has to actually be available to purchase, and the seller
has to have the authority to transfer the item or service to the buyer.

To be formally considered a sale, a transaction must involve the exchanging of goods, services, or payments
between a buyer and a seller. If one party transfers a good or service to another without any receiving
anything in return, the transaction is more likely to be treated as a gift or a donation, particularly from an
income tax perspective.

*To complete a sale, both the buyer and seller must be deemed competent, and they have to agree on the
terms of the sale, that the good or service in question is available to buy, and that the seller has the
authority to transfer the item to the buyer.

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Every day, millions of people take part in countless sales transactions across the globe. This creates a
constant flow of assets and forms the backbone of the associated economies. The sales of goods and services
within a retail market are a more common form of sales transaction; the sales of investment vehicles in the
financial markets are considered highly-refined value exchanges.

A sale can be completed as part of the operation of a business–within a grocery store or a clothing retailer—
as well as between individuals. Items purchased through a yard sale would be considered a sale between
individuals while purchasing a personal vehicle from a car dealership would represent a sale between an
individual and a business.

Sales can also be completed between business, such as when one raw materials provider sells available
materials to a business that uses the materials to produce consumer goods.

Example of a Sale
When an individual is purchasing their first home, a sale occurs when the home is sold to the buyer.
However, there are many layers of sales surrounding the deal, including the process of a lending institution
providing financing in the form of a mortgage to the homebuyer. The lending institution can then sell that
mortgage to another individual as an investment. An investment manager could earn his living trading
bundles of mortgages, called mortgage-backed securities, and other kinds of debt financing.

1.1.2 Theories of selling

Selling is considered an art by some and a science by others and has produced two contrasting approaches
to the theory of selling. The first approach distilled the experience of successful salesperson and to a lesser
extent, advertising professionals. Many such persons succeeded because of their grasp of practical, or
learned through experience psychology and their ability to apply it in sales situations. These selling theories
emphasize the “what to do” and “how to do” rather than “why”. These theories, based on experiential
knowledge accumulated from years of “living in the market” rather than on a systematic, fundamental body
of knowledge.

There are four theories, the first two, the “AIDAS” theory and the “right set of circumstances” theory, are
seller oriented. The third, the “buying-formula” theory of selling, is buyer oriented. The fourth ,the
behavioural equation, emphasizes the buyers decision process but also takes the salespersons influence
process into account.
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1.AIDAS Theory of Selling
This theory, popularly known as AIDAS theory (attention, interest, desire, action and satisfaction), is based
on experimental knowledge. This theory is very common.
According to this theory potential buyer’s mind passes through the following stages:

a)Attention Getting: It is the crucial step in the AIDAS process. The objective is to put the prospect into
the right state of mind to continue the sales talk. The salesperson has to convince the prospect for
participating in the face-to-face interview. A good beginning of conversation may set the stage for a full
sales presentation. The salesperson must apply his social and psychological skills to draw the attention of
the prospect to his sales presentation.

b)Interest Creating: The second step is to intensify the prospect’s attention so that it involves into strong
interest. To achieve this, the salesperson has to be enthusiastic about the product. Another method is to
hand over the product to the prospect and let him handle it. Brochures and other visual aids serve the same
purpose. Throughout the interest phase, the hope is to search out the selling appeal that is most likely to be
effective.

c)Desire Stimulating: After the attention getting and creating interest, the prospect must be kindled to
develop a strong desire for the product. This is a ready-to-buy point. Objection from the prospect will have
to be carefully handled at this stage. Time is saved and the chances of making a sale improved if objections
are anticipated and answered before the prospect raises them.

d)Action Inducing: If the presentation has been perfect, the prospect is ready to act, that is, to buy. Very
often there may be some hesitation on the part of the prospect at this stage. The salesperson should very
carefully handle this stage and try to close the deal effectively. Once the buyer has asked the seller to pack
the product, then it is the responsibility of the seller to reassure the customer that the decision was correct.

e) Satisfaction: The customer should be left with the impression that the salesperson merely helped in
deciding. After the sale has been made, the salesperson should ensure that the customer is satisfied with the
product. The salesperson should sense the prospect’s mind and brief his talks.

2.Right set of circumstances Theory of Selling:

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It is also called the “situation-response” theory. It has its psychological origin in experiments with animals.
The major emphasis of the theory is that a particular circumstance prevailing in a given selling situation
will cause the prospect to respond in a predictable way. The set of circumstances can be both internal and
external to the prospect. This is essentially a seller-oriented theory and it stresses that the salesman must
control the situation in such a way as to produce a sale ultimately.

3.“Buying Formula” Theory of Selling: The buyer’s needs or problems receive major attention, and the
salesperson’s role is to help the buyer to find solutions. This theory purports to answer the question: What
thinking process goes on in the prospects’ mind that causes the decision to buy or not to buy? The name
“buying formula” was given to this theory by strong.

The theory is based on the fact that there is a need or a problem for which a solution must be found which
would lead to purchase decision, as shown below:

Whenever an individual feels a need, he is said to be conscious of a deficiency of satisfaction. The solution
will always be a product or service or both and they may belong to a producer or seller. The buyer develops
interest in buying a solution.

In purchasing, the “solution” involves two parts:

1. Product or service or both,

2. The brand name, manufacturer or the salesperson of the particular brand name:

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The product or service (Brand name) must be considered adequate to satisfy the need and the buyer must
experience a pleasant feeling or anticipated satisfaction. This ensure the purchase.

4.Behaviour Equation Theory of Selling: This theory is a sophisticated version of the “right set of
circumstances” and this theory was proposed by Howard, using a stimulus response model and using large
number of findings from behavioural research. This theory explains buying behaviour in terms of
purchasing decision process, viewed as a phase of the learning process, four essential elements of learning
processes included in the stimulus response model are drive, cues, response and reinforcement, which are
given below, in brief:

1. Drive is a strong internal stimuli that impel buyers’ response. Innate drives stem from psychological
needs and learned drives such as striving for status or social approval.

2. Cues are weak stimuli that determine when the buyer will respond. Triggering cues activate the decision
process whereas new triggering cues influence the decision process.

3. Response is what the buyer does.

4. A reinforcement is any event that strengthens the buyers’ tendency to make a particular response.

Howard believed that selling effort and buying action variables are multiplicative rather than additive.

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Therefore, Howard incorporated these four elements into a behavioural equation that is:

B=P×D×K×V

P = Response or internal response tendency, i.e. the act of purchasing a brand or a particular supplier.

D = Present drive or motivation level

K = “Incentive potential” that is, the value of product or brand or its perceived potential value to the buyer.

V = Intensity of all cues: triggering, product or informational.

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1.1.3 Different types of sales roles

1. Inside Sales

As an inside sales rep, you would be responsible for maintaining existing client relationships. You are the
main point of contact for your company’s clients, and are expected to retain their business and build a strong
business relationship. In recent years, there has been a significant shifts in sales activity from outside—or
traditional—sales to inside sales, where inside sales are now considered more effective and efficient when
used in tandem with inbound marketing strategies.
2. Outside Sales

Outside sales is considered as a traditional method in that it is face-to-face, done primarily outside of the
office in direct interaction with their customers. An outside sales rep will typically spend more time in their
customers’ offices than in their own. In order to be successful in outside sales, you’ll need to be
selfmotivated and goal oriented in meeting your own deadlines with little to no supervision.

3. Sales Support

As team-based sales operations are becoming a more common strategy, working in sales support does
precisely what it’s title suggests: you work to support the sales reps. Working primarily “behind the scenes,”
sales support takes care of the details to help sales reps—those who perform client-facing roles like outside
sales—close their deals faster. This is a dynamic role, capable of cutting time and costs from the company
budget. Sales support can be responsible for a number of duties such as investigating leads and creating
customer profiles, analyzing data, and performing research.

4. Client Services

Working in client services is similar to working in inside sales. As client services, your responsibility is to
work with customers to ensure their needs are met and to nurture a strong business relationship. By ensuring
customer satisfaction, client services work to increase company growth through the existing client base. If
you like to go beyond what is asked of you, create real relationships, and are always asking the right
questions, then this role may be the right fit.

5. Lead Generation/Development

Lead generation/development is responsible for conducting research and networking to make new business
contacts. The right research could lead you to discover untapped sales potential. You’ll also be responsible
for assessing the viability of the connection and to what extent it’s worth pursuing and forecasting potential
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results. With growing technology, there are a number of ways to generate leads through inbound marketing
techniques such as eBooks or blogs.

6. Business Development Managers

Business Development Managers bring in new business for your company through a number of methods

ranging from cold calling to door to door. Like outside sales, they most often make their sales face-toface.

To succeed in this role, you’ll need to be consistently bringing new sales and clients to the company. 7.

Account Managers

Account Managers are responsible for focusing on existing accounts. In addition to ensuring the needs of
their clients are met, an account manager will find creative solutions and innovative techniques to continue
selling their company’s services. The main goal for an account manager is client retention.

At this point, it is clear there are a number of different types of sales roles. Now that you’ve done your
homework, it’s time to think about what skills and qualifications you have to determine where you may fit
in. If you’re still unsure, you may want to consult a sales recruiter.

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1.1.4 Difference between Old selling method and New method.
Traditional Selling Modern Selling

Typical 1960s-80s selling, and still found Essential to sustain successful business
today. today.

Standard product Customised, flexible, tailored product and

service

Sales function performed by a 'sales- Sales function performed by a 'strategic

person' business manager'

Seller has product knowledge Seller has strategic knowledge of

customer's market-place and knows all
implications and opportunities resulting
from product/service supply relating to
customer's market-place

Delivery service and supporting Strategic interpretation of the customer

information and training are typical added organisation's market opportunities, and
value aspects of supply assistance with project evaluation and
decision-making are added value
aspects of supply

Good lead-time is a competitive Just-in-time (JIT) is taken for granted, as

advantage are mutual planning and scheduling;
competitive advantages are: capability to

anticipate unpredictable requirements,

and assistance with strategic planning and
market development

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Value is represented and judged Value is assessed according to the cost to
according to selling price the customer, plus non-financial
implications with respect to CSR
(corporate social responsibility),
environment, ethics, and corporate
culture

The benefits and competitive strengths of The benefits and competitive strengths of
the products or service are almost entirely the product or service now include many
tangible, and intangibles are rarely significant intangibles, and the onus is on
considered or emphasised the selling organization to quantify their
value

The customer's buyer function researches The selling organization must be capable
and justifies the customer organization's of researching and justifying customer
needs organization's needs, on behalf of the
customer

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1.2 Marketing

Marketing is the process of getting potential clients or customers interested in your products and services.
The keyword in this definition is "process"; marketing involves researching, promoting, selling, and
distributing your products or services.
This discipline centers on the study of market and consumer behaviors and it analyzes the commercial
management of companies in order to attract, acquire and retain customers (hopefully instilling brand
loyalty) by satisfying their wants and needs.

1.2.1 Concept of Marketing

The 'marketing concept' proposes that to complete its organizational objectives, an organization should
anticipate the needs and wants of potential consumers and satisfy them more effectively than its
competitors. Marketing and Marketing Concepts are directly related.

Given the centrality of customer needs, and wants in marketing, a rich understanding of these concepts is
essential:

Need: Something necessary for people to live a healthy, stable and safe life. When needs remain
unfulfilled, there is a clear adverse outcome: a dysfunction or death. Needs can be objective and physical,
such as the need for food, water, and shelter; or subjective and psychological, such as the need to belong to
a family or social group and the need for self-esteem.

Want: Something that is desired, wished for or aspired to. Wants are not essential for basic survival and
are often shaped by culture or peer-groups.

Demand: When needs and wants are backed by the ability to pay they have the potential to become
economic demands.

Marketing Research, conducted for the purpose of new product development or product improvement, is
often concerned with identifying the consumer's unmet needs. Customer needs are central to market
segmentation which is concerned with dividing markets into distinct groups of buyers on the basis of
"distinct needs, characteristics, or behaviors who might require separate products or marketing mixes."

Needs-based segmentation (also known as benefit segmentation) "places the customers' desires at the
forefront of how a company designs and markets products or services." Although needs-based segmentation
is difficult to do in practice, it has been proved to be one of the most effective ways to segment a market.
In addition, a great deal of advertising and promotion is designed to show how a given product's benefits
meet the customer's needs, wants or expectations in a unique way.
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1.2.2 Segments of Marketing

The two major segments of marketing are business-to-business (B2B) marketing and business-toconsumer
(B2C) marketing.

B2B marketing

B2B (business-to-business) marketing refers to any marketing strategy or content that is geared towards a
business or organization. Any company that sells products or services to other businesses or organizations
(vs. consumers) typically uses B2B marketing strategies.

Examples of products sold through B2B marketing include:

• Major equipment
• Accessory equipment
• Raw materials
• Component parts
• Processed materials
• Supplies
• Business services

The four major categories of B2B product purchasers are:

• Producers- use products sold by B2B marketing to make their own goods (e.g.: Mattel buying
plastics to make toys)
• Resellers- buy B2B products to sell through retail or wholesale establishments (e.g.: Walmart
buying vacuums to sell in stores)
• Governments- buy B2B products for use in government projects (e.g.: purchasing contractor
services to repair infrastructure)
• Institutions- use B2B products to continue operation (e.g.: schools buying printers for office
use)

B2C marketing

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Business-to-consumer marketing, or B2C marketing, refers to the tactics and strategies in which a company
promotes its products and services to individual people.

Traditionally, this could refer to individuals shopping for personal products in a broad sense. More recently
the term B2C refers to the online selling of consumer products.

C2B marketing

Consumer-to-business marketing or C2B marketing is a business model where the end consumers create
products and services which are consumed by businesses and organizations. It is diametrically opposed to
the popular concept of B2C or Business- to- Consumer where the companies make goods and services
available to the end consumers.

C2C marketing

Customer to Customer marketing or C2C marketing represents a market environment where one customer
purchases goods from another customer using a third-party business or platform to facilitate the transaction.
C2C companies are a new type of model that has emerged with e-commerce technology and the sharing
economy.

1.2.3 The 7 Ps of Marketing

The 7 Ps of Marketing is a simple formula for identifying and working with the essential elements of your
marketing strategy.

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• Product. Having a product is key and is, consequently, the root of all things marketing. In this
sense, a product would be anything that a company could offer consumers which might satisfy
a need. The best thing to do is to decide on your product or service based both on the needs and
motivations of consumers and how the product would benefit the consumer; not so much on the
object’s physical characteristics or attributes.

• Place. Strategic merchandising locations can be anything from an online store (ecommerce) to
a channel of physical stores across multiple towns and countries. The goal of the distribution
strategy is to enable potential clients to have easy access to products/services, as well as offer a
good company experience throughout the purchasing process.

• Price. How we price our products and services is an extremely important decision within the
marketing strategy; this factor affects other factors such as:

o The margin we hope to obtain. o What target market do we want to present ourselves
to? What purchasing power do our consumers have? Do we want to enter into the
luxury market or bet on the mass market?

o A company's financial goals. o How does the competition price their products and
what possible product substitutes are there?

o Trends and fads.

o Increased price in order to give a better perception of quality.

• Promotion. This refers to all the marketing and communication actions we carry out in order
to diffuse the benefits and characteristics of our product or service within the market.
This is how we increase sales.

• People – All companies are reliant on the people who run them from front line Sales staff to the
Managing Director. Having the right people is essential because they are as much a part of your
business offering as the products/services you are offering.

• Processes –The delivery of your service is usually done with the customer present so how the
service is delivered is once again part of what the consumer is paying for.

• Physical Evidence – Almost all services include some physical elements even if the bulk of
what the consumer is paying for is intangible. For example a hair salon would provide their
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 client with a completed hairdo and an insurance company would give their customers some form
of printed material. Even if the material is not physically printed (in the case of PDFs) they are
still receiving a “physical product” by this definition.

The 4Cs

In response to environmental and technological changes in marketing, as well as criticisms towards the 4Ps
approach, the 4Cs has emerged as a modern marketing mix model.

Outline

Consumer (or Client)

The consumer refers to the person or group that will acquire the product. This aspect of the model focuses
on fulfilling the wants or needs of the consumer

Cost

Cost refers to what is exchanged in return for the product. Cost mainly consists of the monetary value of
the product. Cost also refers to anything else the consumer must sacrifice to attain the product, such as time
or money spent on transportation to acquire the product.

Convenience

Like "Place" in the 4Ps model, convenience refers to where the product will be sold. This, however, not
only refers to physical stores but also whether the product is available in person or online. The convenience
aspect emphasizes making it as easy as possible for the consumer to attain the product, thus making them
more likely to do so.

Communication

Like "Promotion" in the 4Ps model, communication refers to how consumers find out about a product.
Unlike, promotion, communication not only refers to the one-way communication of advertising, but also
the two-way communication available through social media.

1.2.4 Different Marketing Strategies

Marketing is not just one single strategy, but rather a combination of many different techniques and tactics.
Below are some essential marketing strategies that one should know about.

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Marketing Plan: Discover what a marketing plan is, why you need to design one, and the keys to creating
a strong plan. Without a marketing plan, a company or brand can’t reach its goals.

Digital Marketing: digital marketing is the discipline of marketing which focuses on developing a strategy
solely within the digital environment.

Direct marketing: direct marketing is a type of campaign based on direct and two-way communication
that seeks to trigger a result by a specific audience.

Email Marketing: Email Marketing is one of the most profitable and effective techniques in terms of
return. Naturally, it consists of sending emails to your audience, therefore, make sure to also define your
segments well.

Mobile Marketing : It is a broad concept which brings together all marketing campaigns and actions
focused exclusively on mobile platforms (i.e. smartphones and tablets).

Viral Marketing: Having something go viral is every company’s dream. Viral Marketing is like a virus; it
wildly spreads from one person to the next and is capable of going incredibly far.

Performance Marketing: Performance Marketing is a methodology which applies various marketing

methods and techniques which guarantees advertisers that they only have to pay for achieved results.

Inbound Marketing: This methodology focuses on creating valuable content to attract qualified traffic. In
order to attract potential customers, with whom to work towards the final sale.

1.2.5 Sales And Marketing Relationship:

Marketing and sales differ greatly, but they generally have the same goal. Selling is the final stage in
marketing which puts the plan into effect. A marketing plan includes pricing, promotion, place, and product
(the 4 P's). A marketing department in an organization has the goals of increasing the desirability and value

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of the products and services to the customer and increasing the number and engagement of successful
interactions between potential customers and the organization. Achieving this goal may involve the sales
team using promotional techniques such as advertising , sales promotion, publicity, and public relations,
creating new sales channels, or creating new products. It can also include encouraging the potential
customer to visit the organization's website, contact the organization for more information, or interact with
the organization via social media channels such as Twitter, Facebook and blogs. Social values play a major
role in consumer decision processes. Marketing is the whole of the work on persuasion made for the whole
of the target people. Sales is the process of persuasion and effort from one person to one person (B2C), or
one person to a corporation (B2B), in order to make a living resource enter the company. This may occur
in person, over the phone or digitally.

The field of sales process engineering views "sales" as the output of a larger system, not just as the output
of one department. The larger system includes many functional areas within an organization. From this
perspective, the labels "sales" and "marketing" cover several processes whose inputs and outputs supply
one another. In this context, improving an "output" (such as sales) involves studying and improving the
broader sales process, since the component functional areas interact and are interdependent.

Many large corporations structure their marketing departments, so they are integrated with all areas of the
business. They create multiple teams with a singular focus, and the managers of these teams must coordinate
efforts to drive profits and business success. For example, an "inbound" campaign seeks to drive more
customers "through the door", giving the sales department a better chance of selling their product to the
consumer. A good marketing program would address any potential downsides as well.

The sales department would aim to improve the interaction between the customer and the sales channel or
salesperson. As sales is the forefront of any organization, this would always need to take place before any
other business process may begin. Sales management involves breaking down the selling process and
increasing the effectiveness of the discrete processes, as well as improving the interactions between
processes. For example, in an outbound sales environment, the typical process includes outbound calling,
the sales pitch, handling objections, opportunity identification, and the close. Each step of the process has
sales-related issues, skills, and training needs, as well as marketing solutions to improve each discrete step.

One further common complication of marketing is the difficulty in measuring results for some marketing
initiatives. Some marketing and advertising executives focus on creativity and innovation without concern
for the top or bottom lines – a fundamental pitfall of marketing for marketing's sake.

24
Many companies find it challenging to get their marketing and sales teams to agree. The two departments,
although different in nature, handle very similar concepts and have to work together to achieve the business'
goals. Building a good relationship between the two teams that encourages communication can be the key
to success.

25
CHAPTER 2

26
2. Company Overview

Choudhary Enterprises is a Bhopal based firm which deals in the Fast Moving Consumer Goods(FMCG
Products) for the state of Madhya Pradesh.

They are super stockist for more than 20 International and National consumer brands, directly buying
products from the manufacturing company and supplying it to the retailers of all the cities and towns
within Madhya Pradesh. They deals in Modern Trade Division supplying Fast Moving Consumer Good
Products to all the big Chains like D-mart, Reliance Mart, Big Bazaar etc.

2.1 Culture and Core Value

Our Core Value Makes Us Who We Are

As Choudhary Enterprises changes and grows, our business strategy remains firmly rooted in our values.

Put People First: “Take care of the associates and they will take care of the customers, and the
customers will come back again and again.”

Pursue Excellence: Our dedication to the customer shows in everything we do. We take pride in the
details.

Act with Integrity: How we do Business is an important as the business we do . We hold ourselves to
uncompromising ethical and legal standards.

27
2.3 BRAND WE DEAL IN

SUPER STOCKIST

Doctor phenyl

Ramsons Perfumes Pvt. Ltd

Freundenberg Gala

Capital Food (P) Ltd.(Ching’s)

Modern Trade Distribution

Capital Food (P) Ltd.(Ching’s) Nivea

India Pvt. Ltd.

Vini Cosmetics Pvt. Ltd.

General Trade Distribution

Shahnaz Herbals

Karnataka Soaps & Detergents

Ayur Herbals

Joy

Durex

Manforce

28
29
30
31
32
2.4 Departments in Industry

Marketing

The Marketing pathway aims to promote a comprehensive understanding of the role of marketing
management in consumer, industrial markets and service industries in addition to developing problem-
solving and decision- making capabilities in these fields. Marketing concepts provide valuable insights into
the various exchange processes involved in consumer, business-tobusiness, and non-profit settings, around
the globe. The purpose of this is to develop a critical and analytical approach to marketing managers tasks
within the context of the organization as a whole.

SALES

Larger format convenience store and accounted for about 4 % of the industry, only in large urban centres.
super markets and these were Indian central government denied foreign direct investment (FDI) in multi
brand retail, forbidding foreign groups from any ownership in supermarkets, convenience store or any retail
outlets. Even single brand retail was limited to 51% ownership and a bureaucratic process.

RETAIL MARKETING

India's Central government announced retail reforms for both multi brand stores and single brand stores.
These market reforms paved the way for retail innovation and competition with multi brand retails such as
Wal-Mart, Care four and Tesco, as well as single brand majors such as IKEA, NIKE and APPLE. The
statement flickers intense activism, both in opposition and support for the reform. Under pressure from the
opposition, Indian government placed the retail reforms on hold till it reaches Accounts Department: In
max the accounts department is also controlled by the company secretary. The daily cash book is entered
and closed by the cashier and then approved by the company secretary and finance management. The profit
and loss account and balance sheet will be produced, in the annual general meeting after being approved
by the company secretary. Every financial year the accounts of max are audited by three different auditor's
namely Statuary auditor, an external auditor and an internal auditor. The Cash book is maintained by the
cashier.

33
C&F

In India C & F Agent means "Clearing and forwarding agent."

Definition of Clearing and forwarding agent - Any person who is engaged in providing any service, either
directly or indirectly, concerned with the clearing and forwarding operations in any manner to any other
person and includes a consignment agent. C and F means carrying and forwarding agent it is a kind basic
3pl where in you provide basic storage facility to your customer (in this case a goods company) You would
provide pace but the inventory is owned by your customer and is also under their direct control a C and F
agent does not usually takes part in inventory management It is common in pharma and fact industry to
have C and F agents but with government going for GST it is very likely for companies to let go of this
model as it was useful only in current tax regime where a company only focuses on saving taxes by having
c and f agents in every state rather than geographic models for optimizing distribution but with GST this
would be taken care of and now we would have big warehouses. Shipping is the most commonly used
method of dispatching goods to a foreign country. Under shipment, one shall cover all the procedural
aspects from the time the product meant for export leaves the factory site till it is loaded on board the ship
and the relevant documents are collected from the shipping company. Since the type of work involved is
somewhat specialized it is usually entrusted to the clearing and forwarding agents. This section focus on
role of clearing and forwarding agents in export assignment.

For becoming a c and f agent u would have to get in contact with logistics department of company and after
fulfilling their criteria u can become one usually it is having own space for warehousing and see security
for inventory
A clearing and forwarding agent normally undertakes the following activities:

1. receiving the goods from the factories or premises of the principal or his agents;

2. warehousing these goods;

3. receiving dispatch orders from the principal;

4. arranging dispatch of goods as per the directions of the principal by engaging transport on his own or
through the authorized transporters of the principal;

5. maintaining records of the receipt and dispatch of goods and the stock available at the warehouse; Service
Tax is payable on above services.

To qualify one to become a C&F Agent, the following are the desired criteria :-
34
1) Adequate storage God down facility measuring minimum 1500 sq. Ft., (5000 sq. Ft. shall be ideal),
where all requisite facilities need be provided in accordance with the norms of Administration and
specifications of Municipal Corporation/Gram Panchayat.

2) The incumbent should have exposure to the operation of C&F Agency, preferably with
Multinationals or leading Indian Companies, marketing wide range of products.

3) Contacts with large retail network in the territory you propose to cater to shall be a prerequisite.

4) Should enjoy reputation in terms of service management.

5) Adequate Delivery arrangements preferably having own Delivery Vans, desired.

6) Should have the capacity to extend credit facility to Retailers asper prevalent practice and norms in
the markets.

7) C&F Agent shall be required to maintain proper sales records.

8) C&F Agent shall assist the Company in expanding retail network in his territory and provide requisite
feedback which would facilitate growth of sales in the assigned territory.

2.5 SWOT ANALYSIS

35
STRENGHTS

1.Low operational costs

2.Presence of established distribution networks in both urban and rural areas
3.Presence of well-known brands in FMCG sector
4.Deep roots in local culture & great understanding of consumer needs

WEAKNESSES

1.Lower scope of investing in technology and achieving economies of scale, especially in small sectors.
2.Low exports level
3.Counterfeit Products. These products narrow the scope of FMCG products in rural and semi-urban
market.

OPPORTUNITIES

1.Untapped rural market

2.Rising income levels, i.e. increase in purchasing power of consumer
3.Large domestic market- a population of over one billion
4.Export potential
5.High consumer goods spending

THREATS

1.Removal of import restrictions resulting in replacing of domestic brands

2.Slowdown in rural demand
3.Tax and regulatory structure.

36
 CHAPTER 3

37
3.1 BACKGROUND THEORY

3.1.1 Social Media Audit & Monitoring

■ First, research your social media presence and your competitors’. Find the opportunities and threats.
Create accounts in several social media networks. Prepare an execution plan.

■ In this case, research the social media presence of fellow bus travels. Analyze their social media
model. Prepare a better and appealing model.

3.1.2 Social Media Management

■ Strategic presence creation on social media

■ Presence promotion and response management

■ Analyzing opportunities for social media outreach

■ In this case, create social media accounts like profiles, pages, groups, forums, polls, blogs, videos,
post posters, images etc. The key is to keep the user engaged.

-
3.1.3Online Reputation Management

■ Research how reputed you are in the online media and define a score.

38
■ Analyze the ways and techniques to improve the score and execute those techniques.
■
In this case, while creating/posting, avoid grammatical errors, misspellings etc. It will quickly
create a bad impression in the users. Don’t overload the content with bad colours or graphics.

■
Always respond to a user feedback/query/post. This will create a good impression and
automatically increase your reputation.

Provide superior service as promised in your site. It will have a great impact on your reputation
■
and gives positive reviews.

39
 CHAPTER 4

40
TARGET SPECIFICATIONS

Digital Advertising is increasingly an inherent budgetary component of many organizations today.

Organizations of all sizes use the medium to promote their products and services. So well, why do so many
organizations use the medium? Simply put, it is due to the numerous advantages that online advertising
offers. These are discussed in the paragraphs ahead.

4.1 Reach - The ability of the online medium to target a certain demographic of users is one of the
greatest advantages of digital advertising. In addition, the geographical reach of the online
medium is far greater than that of traditional media. It’s not only cost effective to achieve a
wider geographic area but the ads can also be targeted to the desired audience. For example, if
an advertiser is keen on selling his or her products targeted to a certain demographic of people,
it is quite possible through online advertising. Digital advertising has matured to the extent that
web publishers, media agencies and advertisers themselves know the optimal ways and websites
for a certain category of products or services.

4.2 Measurement - With various tools becoming available, tracking effectiveness of ad campaigns
is becoming possible today. In other words, measuring Return of Investment (ROI) is
increasingly possible today. Organizations that were previously reluctant to spend online, now
realize that the online medium does offer means to alleviate any such fears. Moreover, when
properly designed online marketing campaigns generate the desired results, advertisers are
further encouraged to continue advertising online

4.3 Interactive and Engagement - The Internet is arguably the most interactive and engaging
medium among various others. Interactive campaigns have become a norm with the power of
the online medium. One such advertisement worth mentioning is the campaign by AXE where
the end user could alter the smile of a woman as he/she liked to i.e. in an interactive framework.
The advertisement struck an instant chord with the youth to which AXE the brand is positioned
for Customers are basically just a click away from the advertisers. In other words, direct
response between end users and advertisers is possible through the online medium.

4.4 Time - Through the Internet, an advertiser can reach a desired target group or demographic in
a much shorter time frame. For example, if an advertiser needs to plan some sort of ambush
marketing, the online medium can be an effective means of achieving it. Even otherwise i.e. for

41
 regular marketing campaigns, the total time necessary to complete an online advertising
campaign is less than that of traditional advertising methods.

4.5 Cost - When compared to traditional forms of advertising, digital advertising is cheaper. Various
payment models are available between the advertisers and publishers. Many a time, advertisers
are charged only when visitors click on their ads. The various payment models are discussed in
detail in the next section.

42
CHAPTER 5

43
 METHODOLOGY

5.1- Social Media Campaigns

■ Campaigns are another good way of expanding the reach.

■ Organize online campaigns. It can range from a simple webinar with the users to physical events.

■ Spread the campaign news through posters, brochures etc.

Execute the campaign. This will increase customer satisfaction and keeps tab on the competition.
Campaigns can also be used for marketing latest product/service

5.2 Facebook Marketing

■ As one of the most popular social media, follow some methods in the image for

Improving the brand name and reach.

44
5.3 - LinkedIn Marketing
■ This professional network can help to increase the business if used correctly. Follow the below
techniques.

5.4- Twitter Marketing

■ This 140character social media is a very effective tool for improving the reach multi

fold.

45
5.5- Blogs and QA’s

Blogs
■ Follow key blogs (travel related blogs etc.)

■ Comment on blogs with link

■ Network with influential bloggers

Q&A’s
■ Post questions and answers on Q&A sites like answer, bag, quora, yahoo answers with links, to
derive traffic, increase backlinks, create more visibility and enhance online reputation

5.6- Affiliate Marketing

■ Affiliate marketing is a type of performance-based marketing in which a business rewards one or

more affiliates for each visitor or customer brought by the affiliate's own marketing efforts.

■ In this case, the posters, ad banners of the bus company can be posted in other websites, blogs etc.
and someone visiting that page might click on your advertisement and this will help to increase
your reach and business.

For this, you will have to pay some amount to the website/blog author.

46
5.7- Email Marketing

■ Email marketing is promoting products through the use of email

■ There are 2 main ingredients to an effective email marketing campaign

■ They are to build a large list of people you can email and to write great emails

■ The emails should be packed with free value and they should move people to buy what you’re trying
to sell

The descriptive research design is used for analyzing and studying the process of Business Development.
It is very simple & more specific than explanatory study.

47
 DATA SOURCES

Primary Data: -

It is a first-hand data which is collected by you only. The different way of collecting primary data is personal
interview, questionnaire, survey etc. As my project is descriptive study there is no primary data collected
as such.

Secondary Data:-

Secondary data is collected from already existing sources in various organization broachers & records.
Secondary data for the study were collected from the magazines, websites & other previous studies.

To meet the objectives, the study used qualitative research. The descriptive study was done through review
of existing literature that helped in validation and extraction of the important variables and factors. Data
was collected from secondary sources. Secondary sources were magazines, websites, books, office
executives, and company data.

I have also used an online questionnaire to understand the consumer buying behaviour of Indians in digital
era.

India, with 1,270,272,105 (1.27 billion) people is the second most populous country in the world, while
China is on the top with over 1,360,044,605 (1.36 billion) people. [10] The figures show that India
represents almost 17.31% of the world's population, which means one out of six people on this planet live
in India. Although, the crown of the world's most populous country is on China's head for decades, India is
all set to take the numerous positions by 2030. With the population growth rate at 1.58%, India is predicted
to have more than 1.53 billion people by the end of 2030.
India is currently having online population of 213M, among them 60% are males and 40% are females. In
have 110 M mobile internet users, among them 80% are males and 20% are females. 176M of the total
internet population are part of Social Medias.

India has bypassed Japan to become the world’s third largest Internet user after China and the United States,
and its users are significantly younger than those of other emerging economies, global digital measurement
and analytics firm comScore has said in a report. Riding on a 31% year-on-year increase, India’s online
population grew to 73.9 million. With an extended online universe in excess of 145 million the market is
at a tipping point for online businesses. The numbers are lower than other recent estimates, possibly
reflecting comScore’s methodology that only factors in PC and laptop-based Internet usage.

48
5.7.1- Gender Wise

India currently have online population of 213M, among them 60% are males and 40% are females. In have
110 M mobile internet users, among them 80% are males and 20% are females. 176M of the total internet
population are part of Social Medias.

According to the Internet and Mobile Association of India (IAMAI), the Internet user base in the country
stood at 190 million at the end of June, 2013. For the whole year 2013, the internet user base grew 42% to
213 million, from 150 million in 2012.With more and more people accessing the web through mobile
phones, the internet user base in the country is projected to touch 243 million by June 2014, a year-onyear
growth of 28%.

Younger males and women aged 35-44 emerge as power users

India males aged between “15-24” are major users among Males and in females 35-44 are major users of
internet. Age wise distributions are given below.

49
5.7.2- Online Behaviour of Indian Internet Users

Trends in online behaviour are changed a lot, social networking is leading now. Early people will use
internet to access email and for searching information. But now people like to be social, they are interested
in sharing their life with others. 25% of the populations are doing social networking in India followed by
23% in services. Services include emailing and instant messaging.

50
5.7.3- Mobile Internet Users

Internet penetration in India is driven largely by mobile phones, with some of the cheapest and most basic
hand-sets today offering access to the internet. According to IMAI, India has 110 million mobile internet
users of which 25 million are in rural India. The growth of internet penetration in rural India is driven
largely by the mobile phone; 70% of rural India's active internet population access the web via mobile
phones. This may have to do with the difficulty in accessing PCs. Forty-two percent of rural India's internet
users prefer using the internet in local languages. The high prevalence of content in English is a hurdle for
much of rural India.

Research report showing the behaviour mobile user in internet, 21% of their total consumption is for
Entertainment and Social Media, which followed by Games, General Information Search and Email.

5.7.4- Social Networking

Social Networks capture the largest percentage of consumers’ time in the region. comScore data’s showing
86% of the Indian web user visit a social networking site. Facebook continues to be the number one social
network with a 28% increase in traffic and a reach of 86%. Average time spend by a Indian user on facebook
is 217 minutes. LinkedIn emerges as number two, while Pinterest and Tumblr are the fastest growing
networks but growth of twitter is declined by 15% in 2013 while comparing with 2012.

51
Number of Indian user on Social Networking Platform
Facebook- 90 Million Twitter – 30 Million LinkedIn- 18Million

Pinterest – 15 Million Instagram- 2 Million

(Source: exchange4media report, 2014)

5.7.5- Entertainment and Online Video

According to comScore data, the online video audience in India grew an astounding 27 percent in the past
years; YouTube continues to be the top video property with more than 55% share. International publishers
including Facebook, Yahoo and Dailymotion get a majority of the 54 million who watched videos.
YouTube is the most popular with 32,519 visitors.

52
Social Video report saying 46% of internet users watch brand related video every week. 54% watching
videos that are informative or entertaining often leads to a number of other positive activities such as visiting
the brand website. Peoples are now likely to regularly watch videos using their smart phones.
Almost six in ten internet users have gone to purchase an item after seeing it in an online video.

5.7.6- Media Consumption of Indian’s

On an average Indian consumers are spending 6.10 hours in media per day. In traditional media Indian
audience spend only 195 min or 3.15 hours. If we see the breakup it will be 86min in television, 37 min in
newspaper and 30 min in radio. Remaining 4.55 hours or 214 min in new media or digital media. Break up
of new media will be like 102 min in mobile, 79min in online and 33 min in tablets.

From a marketers view digital platform is very important because customers have more presence in digital
media. Customers are spending more time on digital, so it is easy to catch customers in digital platform,
more than that spending digital is much cost effective while comparing with traditional.

53
 TOOLS REQUIRED

SONY VEGAS PRO

Vegas Pro is a video editing software package for non-linear editing (NLE). Originally developed as audio
editing software, it eventually developed into an NLE for video and audio from version 2.0. Vegas features
real-time multitrack video and audio editing on unlimited tracks, resolution-independent video sequencing,
complex effects and compositing tools, 24-bit/192 kHz audio support, VST and DirectX plug-in effect
support, and Dolby Digital surround sound mixing.

6.2- FEATURES OF SONY VEGAS PRO

VEGAS does not require any specialized hardware to run properly, allowing it to operate on almost any
standard Windows computer across a broad range of hardware.

In areas of compositing and motion graphics, Vegas provides a broad tool set including 3D track motion
compositing with control over z-depth, and spatial arrangement of visual planes including plane
intersection

Much of the visual effects processing in Vegas follows an audio-like paradigm. Effects can be applied at
any stage of the visual signal flow — event level, track level and output level effects, much like reverb,
delay and flange audio effects are applied in a digital audio system, like Pro Tools, Cubase or Sonar. Master
output effects can also be controlled and manipulated over time by the use of Master Bus track automation
envelopes.

One major omission of Vegas is that, although it started life as an Audio

Multitrack NLE, it has no MIDI capability at all (apart from control-desk and synchronisation). This
restricts its use for Audio production, focusing the product on the post-production, Video NLE market
only.
54
VEGAS features integration with 24p DV. It is also one of the few NLEs which can convert other formats
to 24p (or any format to any other format) without any kind of a plugin or third-party application support
and is the only proprietary NLE that allows multiple instances of the application to be opened
simultaneously. Clips and sequences can be copied and pasted between instances of Vegas. One instance
can be rendering a sequence in the background while the user continues to edit in a different instance of
Vegas in the foreground. VEGAS provides sophisticated compositing including green screen, masking,
and keyframe animation. Nesting allows a prior project to be included in another project modularizing the
editing process so that an array of tracks and edits become one track for further editing. Any changes to
the previous project become reflected in the later project. Nesting is especially helpful in large, complex
or special effects projects as the final rendering suffers no generation loss.

The digital marketing world is evolving and becoming more and more competitive by the day. Keeping up
with trends and harnessing the power of marketing tools is the best way to get in the limelight.

We have used COMSCORE marketing data and analytics tools to measure different data and analysed the
data thoroughly which helped us to better understanding of data analysis.

All the social media platforms which we have mentioned earlier are the tools which helped us to measure
the different data and with the help of that data we have measured our progress.

55
 RESULT ANALYSIS

There are two common strategies – Push and Pull

Push Marketing:

■ Email Campaign

■ Certain offers through your social media profiles

■ Companies may push information and promotional material directly to end users through email or
fliers to generate demand

■ Create an email database of potential customers and send them product announcements and
promotions directly

Pull marketing:

■ Websites and blogs are pull strategies

■ Build websites & Blogs

■ Company’s social media profiles

■ long-term success

■ the company tries to draw in customers through different kinds of advertising, such as TV ads, online
banner ads and social media
■ Online banner ads, and radio and TV ads are other forms of pull marketing.

1) How do you get information about new Products?

56
 45%
40%
35%
30%
25%
20%
15% Series 1
10%
5% Column1
0%
Column2

2) Do you Collect information before purchasing the products?

5%

Yes
95%
No

3) What type of information will you collect?

35%
30%
25%
20% Column2
15% Column1
10%
Series 1
5%
0%
Price Quality Attributes Quantity Customer's
Experience

4)Did you ever purchase from an online site?

57
 19% 0% 0%
Yes
81%
No

5)If yes, then what type of product / services did you purchase online?

Electronic 22%

Travel products

11% 17%
19

2%
2%

11%
3% 13%
%
Kichen an home items

Sport equipments Automotives

6)Do you watch television?

7% 0%

YES
NO
93%

58
7)Do you watch television programs through online?

47% Yes
53% No

8)Do you read Newspapers?

7%

YES
NO
93%

9)Do you read the News through online?

26% YES

74% No

10)Do you have mobile phone or smartphones?

59
 1%

YES
NO
99%

11)Do you have a laptop or PC?

6%

YES
94% NO

12)Do you have a tablet?

30% YES
70% NO

60
CHAPTER 6

CONCLUSIONS & FUTURE SCOPE

6.1 Work Conclusions

Fast-moving consumer goods (FMCG) sector is India’s fourth largest sector with household and personal
care accounting for 50% of FMCG sales in India. Growing awareness, easier access and changing lifestyles
have been the key growth drivers for the sector. The urban segment (accounts for a revenue share of around
55%) is the largest contributor to the overall revenue generated by the FMCG sector in India. However, in
the last few years, the FMCG market has grown at a faster pace in rural India compared to urban India.
Semi-urban and rural segments are growing at a rapid pace and FMCG products account for 50% of the
total rural spending. Growing awareness, easier access, and changing lifestyle are the key growth drivers
for the consumer market. The focus on agriculture, MSMEs, education, healthcare, infrastructure and tax
rebate under Union Budget 2019 20 was expected to directly impact the FMCG sector. Initiatives
undertaken to increase the disposable income in the hands of common man, especially from rural areas,
will be beneficial for the sector.
Choudhary Enterprises has a great presence in Urban Market of Madhya Pradesh and now they are working
hard to establish a great network for the supplies of goods in the rural part of the state of Madhya Pradesh.
Using offline marketing and digital marketing strategies have successfully helped them increase sales in
urban and rural market by 15%. With the business strategies and techniques, Choudhary Enterprises is
enjoying the long run of its monotonous market in terms of its services and supplies of good and its market
hold. Hence, it has acquired a good position and with time Choudhary Enterprises will grow its market area
with new innovation in supplying and marketing of goods.

61
6.2- Future Scope of Work

10 Reasons Why Future of Digital Marketing in India is Very Bright

1. Drastic changes in traditional marketing

The previous traditional set of marketing was limited to door to door and mouth publicity. Previously the
marketers were using physical manpower to promote their products. But now with the changing times,
people want everything at their fingertips.

2. Digital is the new name

Everyone in the country is preferring digital marketing over everything else. Even the start-ups are
launching their business via digital marketing. This platform eases the process of every business. The
company doesn’t have to deploy the manpower to go physically into the market and promote the product.

3. Government’s “Digital India” initiative backs up

In order to transform the entire ecosystem of public services through the use of information technology, the
Government of India has launched the Digital India programme with the vision to transform India into a
digitally empowered society and knowledge economy.

4. Reaching global markets

Today, it is said that “Being Digital is Being Global”. And this is the reality. Through digital platforms like
Facebook, Twitter, Instagram, LinkedIn, one can reach to the audience of any
corner of the world. The reach of these social media platforms is so huge that you can connect with almost
everyone now.

62
In India, many people are doing business whose target audience is the USA only. So anything is possible
with social media. many companies from the USA also prefer Indian Digital Marketing Agencies to plan
out their social media campaigns.

5. Institutions coming up with Digital Marketing courses

Many institutions are nowadays introducing degree courses in digital marketing that has a practical
approach. The academic courses are residential and online both.
6. Small towns getting digitally equipped

Metros are already a part of the digital economy. But now as the scope of digital marketing is increasing,
the towns and cities are also getting highly connected with digital mediums.

Many start-ups are getting launched in small cities and they are reaching the global audience via social
media.

7. Affordable

Comparing it with other marketing platforms, digital marketing is one of the most affordable media to
promote the product. Gone are the days when one was spending thousands and lakhs n getting the ad printed
in the newspaper. With digital media, it has become so easy. If you are a real estate company, you can
promote your new project on social media by reaching thousands of people at one time.

8. Higher engagement rate

Since people are heavily using social media for everything, the engagement rate ought to be higher. People
need quality content for updating themselves and getting entertained. So it is the responsibility of the digital
marketers to generate content that engages the audience.

9. Growth in the number of internet users

The above graph clearly says everything. People using the internet in 2015 were 259 million which go up
to 331 million in 2017. It has been predicted that the number internet users are to get doubled by 2022. This

63
is because, the rate in which the country is growing in terms of everything, people will be heavily dependent
on the internet in the coming years.

10. Increased digital classifieds market revenue

It has also been predicted that the revenue generating from digital classifieds is going to be five times more
than it was in 2015. In the financial year 2020, the highest revenue will be around ₹23 billion.
All the revenues will be doubled by 2020 in the field of digital marketing. Therefore, in order to put yourself
in the driving seat, all the Indian business have to be well-worse with digital marketing in order to represent
the country in the global marketplace. Not only businesses but the candidates who are looking for a career
opportunity in this field can finds lakhs of jobs in almost all the cities.

The scope is wider when it comes to digital marketing. Digital Marketing will remain as the most
powerful way of Marketing in the future. But as the dynamics of digital marketing is changing every
day, a digital marketer has to be agile, alert, smart and adapt to latest changes. Not only that, digital marketer
of today and tomorrow will have to anticipate changes and implement it way earlier than the change actually
happens so take advantage of it.
So if you are thinking ought to or not no, it’s indeed right time for you to go digital!

The successful completion of this project indicates that the future of marketing is in the hands of digital.
Digital marketing is not only concerned with placing ads in portals, it consists of integrated services and
integrated channels. Marketers want to use these components in an effective way to reach target groups and
to build a brand. In this digital era marketer is not the custodian for a brand, people who are connected
across the digital platforms are the custodians.

Brands want to build their presence over digital platform, because customers have high affinity towards
digital media than other media’s. More than that customers are highly information seekers and digital media
is the only platform for two way communication between brands and customers.

64
Digital media is the best platform to convert a product to a brand. Because it is more cost effective and it
provide lot of touch points to marketer. Brands can able to engage their target group in an effective way
through digital platforms. Digital media is not only for engagement, brands can increase their customers or
they can retain their existing customers. Digital platforms help to increase the impact of brand recall in
target groups.

The research focused on the consumer buying behaviour shows that, Indian consumers are highly
information seeker and they will do research about a product before going to a retail shop. So brands want
to give platforms to consumers to understand their product or to get a really feel of that brand.
I honestly believe that this project report will be at most useful for marketers to understand the digital
marketing and also to plan for future strategies.
I conclude my research by quoting again that “Brands can’t sustain without digital presence”.

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CHAPTER 7

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Skills Acquired:

I acquired many skills from internship program. Before going to internship I had only the book knowledge
and do not know what will be the work in an office and companies and how would the job would be.
Some of the skills I acquired during the internship:-
A full knowledge about the practical duties and powers of company secretary.
Good knowledge towards the computer. All the days my guide asks to me do some work in the
computer.
Bright knowledge about the books of accounts which are recorded in the register office of the company.
Learn how to approach the employees who are working in the organization.
More knowledge about Microsoft Excel how the formulas are using in the company accounts purpose.
I have come to improve my communication.
I have learnt to be punctual in my work.
I have learnt to keep time and have realized the value of it.
I have learnt about the FMCG Product producing Industry and how it function in India

Recommendation to the firm:

As it been a long time working in Choudhary Enterprises, it feels like home but yes there are various
recommendations which I would like to make to firm.

All the old files are documented in register and books. There is always a risk of files being lost.
Hence, it is essential that the files have to be stored in a computer.

Appraisal of the employee must be adopted to develop employee welfare.

A movement register has to be maintain in order to keep clerks who go to the bank and post office
and come back after two or three hours late usually.

Employee movement within the company has to be controlled

The office environment should be installed with updated software.

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BIBLIOGRAPHY

[1]: http://public.wsu.edu/~taflinge/addefine.html
[2]: http://managementstudyguide.com/advertising-agencies.htm
[3]: http://en.wikipedia.org/wiki/Digital_marketing
[4]: http://www.ficci.com/spdocument/20372/FICCI-Frames-2014-KPMG-Report-Summary.pdf
[5]: http://www.socialsamosa.com/2014/01/you-are-not-the-custodian-of-your-brand-anymore
[6]: http://martinweigel.org/2014/02/18/brand-building-in-a-digital-age-old-thinking-for-new-times
[7]: http://www.thinkwithgoogle.com/research-studies/2012-zmot-handbook.html
[8]: http://www.stargroup1.com/blog/zero-moment-truth-and-why-marketers-must-win-it
[9]: http://research-methodology.net/consumer-buyer-behaviour-definition
[10]: http://empoweringabc.com/2010/08/04/a-is-for-aisas/
[11]: http://www.comscore.com/About_comScore/comScore_Fact_Sheet
[12]: http://www.google.co.in/#q=uses+of+comscore
[13]: http://socialvideoreport.com/
[14]: http://www.indiaonlinepages.com/population/india-current-population.html

Thankyou

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