“TO STUDY THE AWARENESS LEVEL OF

SOCIAL MEDIA”
A Summer Training Project Report Submitted in partial fulfillment of the requirement
for the Award of Degree of Master of Business Administration

2017 – 2019

Under the Guidance of: Submitted by:

DR. AMIT GUPTA GUNJAN

(50114803917)

DEPARTMENT OF MANAGEMENT

MAHARAJA AGRASEN INSTITUTE OF TECHNOLOGY

(Affiliated to G.G.S.I.P. University)

Sector – 22, Rohini, Delhi -110086

An ISO 9001:2008 Certified Institute

AICTE NBA Accredited Institute
 STUDENT UNDERTAKING

This is to certify that I, GUNJAN had completed the Project titled “TO
STUDY THE AWARENESS LEVEL OF SOCIAL MEDIA” in Delicious Web
Pvt. Ltd. under the guidance of DR. AMIT GUPTA the partial fulfillment of the
requirement for the award of degree of MBA from Maharaja Agrasen Institute of
Technology (Affiliated to G.G.S.I.P. University), New Delhi. This is an original
piece of work and I had neither copied nor submitted it earlier elsewhere.

Student Name and Signature

Course : MBA

Dated –
 CERTIFICATE FROM GUIDE

This is to certify that the project titled “TO STUDY THE AWARENESS
LEVEL OF SOCIAL MEDIA” is an academic work done by “GUNJAN”
submitted in the partial fulfillment of the requirement for the award of the Degree
of MBA from Maharaja Agrasen Institute of Technology (Affiliated to G.G.S.I.P.
University), New Delhi under my guidance and direction. To the best of my
knowledge and belief the data and information presented by her in the project has
not been submitted earlier.

Name and signature of Faculty Guide

Designation
 ACKNOWLEDGEMENT

With profound sense of gratitude and regard, I express my sincere thanks to my

guide and mentor DR. AMIT GUPTA for his valuable guidance and the confidence
he installed in me, that helped me in the successful completion of this project
report. Without his help, this project would have been a distant affair. His thorough
understanding of the subject and the professional guidance is indeed of immense
help to me is also thankful to the faculty member of our institute who cooperated
with me and gave me their valuable time.

GUNJAN
 EXECUTIVE SUMMARY
The scope of this report is to analyse the business benefits of Social Media Marketing
and to provide some solutions towards the complex choice of Social Media channels. Social
Media is a revolution. Personal, professional, and commercial are combined seamlessly, and in
a blink of an eye. It promotes extreme cross-communication and interaction. Unlike traditional
media channels, which offer a one-way experience, social media is based on a two-way
interactive experience between the consumer and the company.

First, the report proposes a definition of Social Media, a presentation of its relation
with the marketing domain, and the model of Social Feedback Cycle. As a result, this section
underlines the basic information related to Social Media Marketing needed for the detailed
analysis of the project.

Secondly, the methodology which will be used through the whole project is determined,
while presenting the research process, introducing the paradigm study of research traditions,
distinguishing the qualitative and quantitative research of the study design, and defining the
structure of the project.

Then, the report presents the theoretical considerations based on which the business
benefits of Social Media Marketing can be defined. Therefore, brand exposure, targeted traffic,
leads generation, market research, customer interaction, marketing effectiveness, public
relations and human resources are studied in terms of benefits for businesses implementing
Social Media Marketing strategies.

Based on these theoretical considerations, the empirical analysis of the report will
then be developed in order to describe the Social Media channels available to businesses
aiming at increasing their Social Media presence. Social Networks, Blogs and Microblogs,
Media Sharing sites, Wikis, Social Bookmarking, Forums, and Social Events will be
defined with examples and will be analysed in terms of strengths and weaknesses for
businesses.

Finally, the limitations and risks possibly encountered during a Social Media
Marketing strategy will be presented, resulting in final conclusions on the current state of
Social Media Marketing and its possible future evolution.
 TABLE OF CONTENTS

Chapter Title Page No.

No.

1. INTRODUCTION 1-25

1.1 OVERVIEW OF INDUSTRY 2

1.2 ABOUT THE ORGANISATION 14

1.3 ABOUT THE TOPIC 25

2. RESEARCH METHODOLOGY 26-29

2.1 OBJECTIVE OF STUDY 27

2.2 SCOPE OF THE STUDY 27

2.3 PURPOSE OF THE STUDY 27

2.4 METHODOLOGY 28

3. FINDINGS AND ANALYSIS 30-42

4. LIMITATIONS 43-44

5. CONCLUSION 45-46

BIBLIOGRAPHY 47

APPENDICES 48-50

Questionnaire
 CHAPTER I

INTRODUCTION

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1.1 OVERVIEW OF INDUSTRY
To begin with, as a part of the curriculum a summer internship programme was to
be conducted for a period of two months. Given a choice one was allowed to
choose the field in which he/she was interested. As my interest and curiosity was
in online or digital marketing. I choose to work with a startup company named
Delicious Web Pvt. Ltd. Delicious Web is one of the leading website design
company based in Delhi, UK and Australia. This firm focuses on providing you
business-centric strategic solutions to the companies. I choose the startup
company because with start I can explore myself and why digital marketing?
Because it is booming industry, the growth of digital marketing is tremendous
and expected to grow more.

Due to this summer internship, I learnt every aspect of digital marketing

include (business development process, content writing, social media). The
company asks me to do their competitive research and told to found return on
web USP. And research of our target segments digital habits. With the help of
the research we got a flow of what are the major criteria‟s we need to have.
One had to identify various sectors in the market that actually have a need of
digital marketing services. And then your task is to approach them before your
competitors.

Digital marketing startup companies follow a standard process of approaching

clients. There are certain steps which cannot be altered or skipped. These are
followed in sequences and executed after evaluating the process again and
again. In digital marketing your team should be strong enough to deliver what
your client expecting, as under digital marketing everyone work is
interconnected and with a team only one campaign can get ready.

An extensive literature review is done on the concepts and theories related to web
advertising. A review of Research papers, articles is undertaken to take note of
and acknowledge work that has been done in the field of web advertising as
such. The Researcher has collected secondary data from reputed Journals and
Magazines, Newspapers, articles, Internet websites and Archives. It was an
amazing experience working virtually and on field. I came to many new

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 terminologies of digital marketing, corporate world etc. The project contain the
task which has been done by me during my internship as well as what I have
learnt from it.

DIGITAL MARKETING
Meaning: Digital Marketing (also Online Marketing, Internet Marketing or Web
Marketing) is a collective name for marketing activity carried out online, as opposed
to traditional marketing through print media, live promotions, tv and radio
advertisement.
The rapid growth of Digital Marketing Industry is a direct consequence of the global
phenomenon that is the Internet, and effectiveness of Digital Marketing channels in
generating revenue and awareness. Compared to traditional methods of advertising,
Digital Marketing offers rather realistic costs (particularly important for small- and
medium-size businesses and start-ups), accurate targeting and excellent reporting.

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DIGITAL MARKETING CHANNELS
1. SEO (Search Engine Optimization)
Search engine optimization (SEO) is the process of affecting the visibility of a
website or a
web page in a search engine's "natural" or un-paid ("organic") search results. SEO
may target
different kinds of search, including image search, local search, video search, academic
search, news search and industry-specific vertical search engines.

As an Internet marketing strategy, SEO considers how search engines work, what
people search for, the actual search terms or keywords typed into search engines and
which search engines are preferred by their targeted audience. Optimizing a website
may involve editing its content, HTML and associated coding to both increase its
relevance to specific keywords and to remove barriers to the indexing activities of
search engines. Promoting a site to increase the number of back links, or inbound
links, social book marking, directory submission is the another SEO tactic.

2. SEM (Search Engine Marketing)

Search engine marketing (SEM) is a form of Internet marketing that involves the
promotion of websites by increasing their visibility in search engine results pages
(SERPs) through
optimization and advertising.] SEM may use search engine optimization (SEO),
which adjusts or rewrites website content to achieve a higher ranking in search engine
results pages, or use pay per click listings.

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3. SMM (Social Media Marketing)
Social media marketing is the process of gaining website traffic or attention through
social
media sites.

Social media marketing programs usually center on efforts to create content that
attracts attention and encourages readers to share it across their social networks. The
resulting electronic word of mouth (eWoM) refers to any statement consumers share
via the Internet (e.g., web sites, social networks, instant messages, news feeds) about
an event, product, service, brand or company. When the underlying message spreads
from user to user and presumably resonates because it appears to come from a trusted,
third-party source, as opposed to the brand or company itself, this form of marketing
results in earned media rather than paid media.
Engagement
In the context of the social web, engagement means that customers and stakeholders
are participants rather than viewers. Social media in business allows anyone and

5
everyone to express and share an opinion or an idea somewhere along the business‟s
path to market. Each
participating customer becomes part of the marketing department, as other customers
read their comments or reviews. The engagement process is then fundamental to
successful social media marketing.
Facebook Marketing
Facebook is the world's most popular social network for both businesses and
individuals. With over one billion users, your friends and fans are likely already using
the platform -- and you should be too!
In fact, people are 51% more likely to make a purchase after "liking" a brand on
Facebook.
Face book marketing requires a good intellects and unique thinking to make the
campaign
effective.
So what we have today!!!!
In face book marketing in fact in visual /web marketing your content speaks a loud
that is why
make sure your content should be relevant to your audience and business.
Thumb rules:
 Emphasize on visualization. Rich visuals make the best content and the best
timelines.
 „Highlight‟ posts to give them the full width of the Face book container. To
make it more
 Attractive „PIN‟ posts, these posts stay at the top of the feed promoting posts.
 Ensure FB apps have relevant info, your audience is looking for.
 Analyze what works, and what doesn‟t work: Face book Insight. Edge Rank.
Social bakers

Twitter marketing (A game of 140 characters)

Twitter‟s flexible, real-time platform allows you to get creative and drive results at the
same time. Whether you‟re looking to drive sales, increase brand awareness or launch
a product.

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Twitter marketing is not much popular than face book but still it has an impact on
audience
So what we have today!!!
The very first thing in twitter marketing you need to understand and learn the twitter
terminologies well.

1.HASHTAG
A hashtag is any word beginning with the # sign. People use hashtags to organize
conversations around a specific topic. Clicking on a hashtag takes you to search
results for that term.

2. MENTION
Sometimes you want to bring a Tweet to someone‟s attention, but you still want all of
your followers to see the message. So instead of a reply, use a mention. Include the
@username of whomever you want to mention in your Tweet, and it will appear in
the Mentions section (in the Connect tab). All @username mentions are clickable and
link back to the mentioned individual‟s profile.

3 REPLY
You can respond to a Tweet by hitting the reply button. When you reply, your
response is public, and will show up in your home timeline and the timeline of the
person to whom you are responding.
The reply will also be visible in the home timelines of people who follow both you
and the person to whom you sent the reply. Meaning, someone not in the conversation
has to follow both of the people replying to be able to read both sides of the
conversation.

4.RETWEET
You can pass along someone‟s Tweet by retweetingit. Just hit the retweet button to
send the original message to all of your followers.

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5 LINKS
Twitter‟s link- shortening feature allows you to paste a link of any length into the
Tweet box and it will automatically be shortened to 19 characters. This makes it
easier to fit long URLs into the 140 character limit.

6. FAVOURITE
You can favourite the tweet for future reference. This is just like an archiving
something that‟s really interesting to you.

7. DM (direct message)
You can send private messages to someone, just like an email. For DM, sender and
receiver should be following each other
Thumb rules:
nd. Compose your message
within 120 characters or less and leave atleast20 characters so that others can re-tweet
(RT).
e
Create a list of #Hash tags relevant to your brand Build a campaign around those
#Hashtags and invite followers to re-tweet.
without even though users
can‟t see them until they click on them. It creates an interest among the audience.
Linked in Marketing
LinkedIn is the world's largest social network for professionals. With over 161 million
registered users in more than 200 countries, more than two million companies have
created LinkedIn Company Pages to vie for their attention. If you are in B2B business
this platform is very useful for you to connect with companies directors and
marketing person.

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Instagram
Instgram, the new revolutionary photo-sharing program, making it easier that ever to
share your best pictures with the world. The social media program allow you to
upload, add digital filters, and then post your pictures on your Instagram-feed, as well
as other social networking sites. You can connect your Instgram account with
Facebook, Twitter, Tumblr, Flickr, Foursquare and your email account. This makes it
easy to share your pictures on multiple platforms all at once.

Google +
Google has described Google+ as a "social layer" that enhances many of its online
properties,
and that it is not simply a social networking website, but also an authorship tool that
associates web-content directly with its owner/author. It is the second-largest social
networking site in the world after Facebook. 540 million monthly active users are part
of the Identity service site, by
interacting socially with Google+'s enhanced properties, like Gmail, +1 button, and
YouTube
comments..In October 2013, Google counted 540 million active users who used at
least one Google+ service, of which 300 million users are active in "the stream".

You tube
YouTube is a video Social Networking site, and the 2nd most popular search site on
the Internet after Google, who owns YouTube. YouTube video watching is a
significant activity on the Internet, with over 1 billion visits to YourTube daily and
over 100 million videos watched daily. And it's easy for anyone who sees your video
to rate it and share it with his Social Network.

2. ODA (Online Display Ads)

Display advertising appears on web pages in many forms, including web banners.
Banner ad
standards continue to evolve.

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3. ORM (Online Reputation Management)
Online reputation management coined by the public relation. Basically ORM is a
process
include-
 Undertake the comprehensive research and analysis the online content.
 Track your users‟ actions and opinions about brand.
 Reduce your risk of featuring amongst the negative user sentiments.
 Enhance your web presence and create positive perceptions.

4. MMT (Mobile Marketing)

Mobile marketing is marketing on or with a mobile device, such as a smart phone
Mobile marketing can provide customers with time and location sensitive,
personalized information that promotes goods, services and ideas.

5. EMT (Email Marketing)

It usually involves using email to send ads, request business, or solicit sales or
donations, and is meant to build loyalty, trust, or brand awareness. Email marketing
can be done to either sold lists or current customer database

BUSINESS DEVELOPMENT PROCESS FLOWCHART

It is a standard Business Development process followed by the company and ask me
to follow, it is basic process followed by every startup company in order to approach a
clients initially. Sometimes they may send teaser E-mailer of a similar domain to the
clients before approaching
them.

PROCESS 1 – MARKET ANALYSIS AMD MARKET RESEARCH

Market research is any organized effort to gather information about target markets
or customers. It is a very important component of business strategy. The first step of
business development process is to know your target audience well before
approaching them. The main objective behind the market analysis and research of
target audience is to know their online presence and how active they are on web.
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Market research also helps to estimate the online marketing opportunities of different
sectors over the periods. The intense research is required while studying the online
habits of different sectors keeping competitors in mind. The proper market research
make your task easier while talking to clients as you know about
them well in advance, which help you to answer their question. And can better explain
the clients how they can use web as a medium of approaching the customers in a short
span of time. Market Research includes research about the different sectors. Currently
we are targeting on Travel, Real Estate Sector, Education sectors, Fitness, jeweler in
Pune. It includes study of digital habits of the target sector, their online presence, their
online need, etc. After market research comes the database creation.

PROCESS 2 – DATABASE CREATION OF CLIENTS

The second step is database creation; once the market is analyzed the database of
sector is created for a company treasure for future. Database creation includes
recording the details of the clients like company details, their online presence,
concerned person from marketing department and their contact details. During my
internship I have created almost six different sectors database as company wants to
target different sectors for exploring themselves.

PROCESS 3 – COLD CALLING

Cold calling is the sales process of approaching prospective customers or clients—
typically via telephone, by email or through making a connection on a social
network—who were not expecting such an interaction. The word "cold" is used
because the person receiving the call is not expecting a call or has not specifically
asked to be contacted by a sales person. A cold call is usually the start of a sales
process generally known as telemarketing. The next step is cold calling. It includes
contacting the concerned person, explaining him/her in brief about the organization,
conveying that person how digital marketing is helpful for their organization to
achieve online presence, traffic, leads and branding. My company guide shared a call
script with me and also explained me how to talk, what to talk, the way we should talk
to concern person. He also explains how to get a concern person number (director or
marketing person) from the office people. The main objective of cold calling is to fix

11
the maximum meetings with a concern person so that further points can be discussed
in detail with them. Cold calling is a first interaction with a concern person and
everyone knows first impression is a last impression. He taught me the way how first
impression is made. During my internship total numbers of calls made by me was 82,
calls to real estate sector and fitness sector.

PROCESS 4 – FIXING MEETINGS

The next step is fixing meeting, it stage little critical for a startup, convincing the
clients and ask them to meet you is biggest challenge, But that‟s a feel of work.
Talking to different people of different traits was a good experience and successfully
fixes the 8 meetings out of which 3 was attended by me and 1 was converted. Actual
meeting gave you the reality check where you are when your clients know everything,
shoots the too many questions and ask you how you are better than other. At that time
you understand the difference between the dorm rooms to the boardroom.

PROCESS 5 – PROPOSAL MAKING

The fifth step is proposal making once meeting is done with a concern person where
the various aspects has been discussed already, and the client requirement can known
accordingly the proposal is made for them enlisting all his requirement related to
digital marketing. Proposal includes following details:
a) Services needed by the client. These services include SEO, SEM, SMM, ODA,
ORM, etc.
b) Proper segmentation and targeting according to sector. Eg. If an MBA Education
Institute wants digital marketing services for branding, promotion and lead
generation, then our target market would be, students who have completed their
graduation and professionals with 2-3 years of experience who can opt for Executive
MBA.
c) Detailed explanation of how we will be providing them each service.
d) It also includes the pricing details of the services.

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PROCESS 6 – PROJECT CLOSURE
The final stage is project closure; if all the stage works that means you are close to
crack the deal. Once the deal is cracked the further decision are taken like, preparing
the strategies for the same as per the clients requirement or the digital marketing
channels choose by him/her. Company make an roadmap or a weekly /monthly plans
of the each channel separately and get the approval from the client to execute the plan
and once it approved the plan actually come into an action.

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1.2 ABOUT THE ORGANISATION

1.2.1 PROFILE OF THE ORGANISATION

Delicious Web is three year old Delhi based online marketing & web development
firm focused on providing you business-centric strategic solutions to give you the
competitive. Delicious Web is positioned at innovation, creativity, knowledge and
technology to achieve your business goals.

Vision
Delicious Web has a vision as Leonard da Vinci said it best when he declared,
"Simplicity is the ultimate form of sophistication." We keep things simple, saving our
clients' time and money by providing a convenient end-to-end solution, dealing with
one talented team from beginning to end.

WHAT WE DO?

With Delicious Web you are guaranteed to receive highly personalised service from a
friendly, creative team who will work hard to make your website both an accurate
representation of your business as well as appealing to your customers.

We act as a digital arm for our clients, providing not just web design but everything
from social media solutions, to search engine optimisation, to hosting services. Our
client base is as varied as our skill profile and includes sectors like retail, hospitality,

14
education, healthcare, human resources, construction, sporting, engineering,
government and more.

SERVICES PROVIDED BY US:

 WEB DEVELOPMENT SERVICES

Our Web development services are provided by a professional in-house team who
love what they do, resulting in impressive results every time. We build custom
websites based on your specific requirements, from small to large web-development
jobs. Using our expertise over a range of platforms, we can tailor a custom website
based on specific requirements that will continue to serve for years to come.

We are experts at integrating programming languages and automation, integrating

existing software with your website, integrating point of sale with ecommerce and
providing WordPress and Joomla plugin and module development. We also
understand how confusing web and coding jargon can sound and try to keep things as
simple for our customers as possible.

 WEBSITE DESIGNING SERVICES

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At Delicious Web Design Company, we provide quality and amazing website
designing at the affordable prices. We have a professional team of website designers
who have around 6 years of Industry experience. Plus, they have good knowledge of
trendy designing. Our team is simply amazing in graphics field. They are boost with
good standard of creativity and innovation. Our professional designers always ready
to give with endless possibilities and ideas. If you need any creative assistance, our
technical support team will help you with perfect suggestion. It is our target to create
such creative and innovative new looks for our clients‟ website.

 e-Commerce

Remember when shopping meant walking into a store, or at the very least phoning up
to order something from a catalogue? It wasn't that long ago that online shopping was
merely a dream in the hearts of shopaholics everywhere.

Now many businesses are experiencing exponential growth as their products become
available to local, national and international customers around the clock, made
possible by the use of online stores for affordable ecommerce web development
services. These mediums are taking businesses to places they never imagined
possible.

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  SOCIAL MEDIA SOLUTIONS

Social media Optimization becomes an important part for most of the businesses in
the recent years. This makes the businesses to opt for the right social marketing
company which have experienced experts. The main reason for doing the social
marketing is to attract all the people in social networking sites. Online marketing
becomes a huge platform in today's world and hence most of the businesses are
running through online.

 LOGO DESIGNING

We provide our clients with premium quality and effective design services while also
providing these services at a cost that is suitable for small to medium businesses and
not just corporate businesses.

Our designers are passionate and creative, they design quality business logos. Each
stage of the design process from research to finalisation is carefully conducted by our

17
experienced graphic designers, we provide exceptional quality graphic design at
affordable pricing.

 PHP DEVELOPMENT

PHP is one of the most used server script language which helps in providing huge
changes for the web development. Finding a PHP developer is very simple in today's
world because it is a common activity which can be done by normal developers.
Although the power of PHP are not utilised completely by most of the businesses
which results in lagging their business. Delicious web is one of the web design and
kine marketing company which helps in providing all sorts of web design activity in
the neat manner. The work done by our experts will be completely different from
other companies because of the code of conduct followed here.

Hypertext pre-processor code can be easily mixed with the HTML code and also ten
playing engines. Mostly this language will be used for dynamic websites which
includes the sites like e-commerce, travel sites and other related sites. It is a open
source language and hence anyone can use it without paying single penny.
Additionally it have plenty of features which we cannot get using some paid
platforms.

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  WEB HOSTING

As leaders in Adelaide web design, we understand the importance of having your

impressive new site operating at full speed. We ensure all of our amazing websites are
fully operational, providing personalised best Web hosting services UK packages
designed to suit your business's individual needs.

 WEBSITE MAINTENANCE & SUPPORT

In order to keep the website content current, all sites need to be maintained.
Therefore, various websites require updates on regular basis while other websites only
need maintenance At Delicious Web, we build a professional website maintenance
services plan for various websites. The maintenance of Website includes changing,
editing, or revising existing pages of the web to keep your website updated with
unique and high quality content. In search engine listings, without taking and updating
account of the fresh rules, a site may simply get "buried".

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 Our website maintenance services include:

 Making individual updates

 Maintaining the blog updated with fresh content
 Making Regular reviews to the advantage able improvement alternatives
 Maintaining your latest events calendar or news
 Adding new functionality (forms, gallery, blog, online store, etc.)
 Improving the design of your website
 Making improvements of your website
 Reworking outdated components
 Upgrading your plugins or CMS
 Adding new sections or pages to your site
 Functionality troubleshooting
 Website provides several kinds of maintenance services to help keep things fresh.
 Our team can optimize as well as resize images for your site
 Our team can maintain and clean up websites
 Our team can perform software website patches and upgrades your software such as
Joomla and WordPress
 We can offer maintenance as well as regular updates for your site

 CONTENT MANAGEMENT SYSTEMS

One of the most significant corporate assets is content. In order to make a content
stronger and meaningful for the business, one needs Content Management System
(CMS) and solutions. There are various enterprises which offer Hosted, Enterprise,
XML and DITA CMS, and one of them is the Delicious Web Pvt. Ltd.

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The CMS is a tool allowing users to manage and control the various contents present
on the website, especially without having any kind of technical training. With the help
of this uncomplicated system, a user can easily do various activities like adding and
deleting images, editing the text present on the website, etc. within a second. In
addition, you can have various numbers of web pages and a full website-search engine
option. Delicious Web is one such CMS providers who creates and designs
professional website at affordable prices.

Frankly, having a small or vague experience in MS Word can help the user in
managing the contents present in his or her website. One of the biggest advantages of
the hiring services from Delicious Web is users don't need to have any kind of HTML
or programming experience. The editing and updates can be done using a normal web
browser from anywhere and anytime, even using your iPhone.

 FLYERS/BUSINESS CARDS/BROCHURES

Initially the content expert from Delicious Web will analyse the requirement deeply
and comes with an excellent content. A good flyer should focus completely about the
concert and the person who is playing and the cost involved in it. The best attractive
flyer can be designed only with the help of the bullet point and hence we will start
designing according in easy to understand nature.
Find various images for the flyer and it should be completely depend on the concert.
For the better eye catching flyer, it is very necessary to use multiple image and should
be combined. Adding the title at the right place along with the details about the
concert. Then the simple quotes about the concert should be explained in a paragraph.

There are many more services provided by the company.

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 HOW WE DO?

1.2.2 COMPETITIVE STATUS

A unique designed website decides the success of a service or company. In today's

business surroundings, to beat the competitors, one should certainly need to expand an
excellent website. A website is a great way to strengthen the personal references of
other customers. The great benefits with a website are 24*7 availability and
accessibility from anywhere across the world. Anyone can gather information from a
website at any point of time based on their specific requirements and it can act as a
leading lamp for shoppers towards a company and its services.
There are numerous web design and web developing companies in the world and all
these companies are doing the same demanded tasks. Selecting the best to create a
website is the prime challenge for a company or client. A perfect web development
company should be successful in assisting clients to boost their product information,
maintain communication with prospective clients, produce leads for the business, and
enhance the status of company via the website, leading to selling of products or
services.
The number of websites on the web is growing at a very quick pace. Web
development is an arena of experiments and innovations. Trends in web designing
aspects and the technology in use are always changing. The advancement in the field
of web design and development, indirectly affects the reach and selling of products or
services of other companies. The fact is that the one who possess the most effective

22
website will own the paramount value in market. Web design and web development
services in the world are sprouting like mushrooms. But many fail to maintain the
quality in work and assure timely updates. The field has a huge competition and
the companies are always in hunt for customers. The chances to go wrong with
choices are many for you. When you feel it is vital and absolute requirement of your
business to have a website, there are a few significant things you should care about
web design and development.

Then why choose us?

 Unlimited Support
 Unlimited Hosting Plans *
 Unlimited E-Mail Accounts *
 Free Business Card
 Free Logo Design *
 Manage Your Website 24x7

1.2.3 SWOT ANALYSIS

SWOT analysis is a framework used to evaluate a company‟s competitive position by

identifying its strengths, weaknesses, opportunities and threats. Specifically, SWOT
analysis is a foundational assessment model that measures what an organization can
and cannot do, and its potential opportunities and threats.

Elements of SWOT Analysis:

Strengths describe what an organization excels at and separates it from the

competition: a strong brand, loyal customer base, a strong balance sheet, unique
technology and so on.

Weaknesses stop an organization from performing at its optimum level. They are
areas where the business needs to improve to remain competitive

Opportunities refer to favorable external factors that an organization can use to give
it a competitive advantage.

23
Threats refer to factors that have the potential to harm an organization.

STRENGTHS

 Not restricted to office.

 Not confined to one specific industry.

 Immediate responses.

WEAKNESSES

 Long work hours.

 Multitasking.

 Lack of knowledge of customer‟s requirement.

OPPORTUNITIES

 New technologies to improve user experience.

 Emerging new and untapped markets.

 New design trends to convey messages better.

THREATS

 Appearance of new competitors.

 Changing customer needs.

 New laws and regulations.

24
1.3 ABOUT THE TOPIC

From the moment we wake up in the morning, to the moment we go to bed at night,
everything we use, consume or wear is a Brand. Our toothbrush is a brand, our soap is
a brand, our cereal is a brand, our clothes are a brand, our shoes are a brand, our car is
a brand and so on. Brands have strong association with people now more than they
ever used to.

And the number of brands i.e. choices keep on growing day by day with Startups
emerging and competing everyday to bring creative and innovative products to the
market and to compete with the traditional brands.
What makes a Brand Successful: Quality, Commitment, Marketing and Retailing
Strategies .

QUALITY:
There are at least 2 or more than 2 sites that offer exactly the same product or the
same service. But what differs may be the Quality aspect. People don‟t mind spending
more on the high quality product rather than saving on purchasing the low(er) quality
product. Quality may be often subjective to the person comparing. Quality is a big
differentiator for Delicious Web Pvt. Ltd. as it used high quality websites to make
sure that the websites produced are of top notch quality.

COMMITMENT:
A leading brand has to have a set of permanent ideologies and principles from which
it cannot deviate from. It has a understood promise to its customers to provide the best
websites, after sales services, new product enhancements and more. OUTGROW
fulfils this aspect too by providing all the above mentioned services and more.

MARKETING:
A brand or a company may do everything right : identify the need in the market,
design the required product/service, and so on. But if does not market its product in
the right direction, the target customers will still remain unaware of the potential
benefits the designed product potentially may have. Hence marketing is an essential
aspect of a Brand‟s success.

25
 CHAPTER II
RESEARCH
METHODOLOGY

26
2.1 OBJECTIVE OF STUDY

 To study the awareness of social media.

 To study the growth aspects of Digital marketing in industry.

2.2 SCOPE OF THE STUDY

The motive of this project study is to know that how can services provided to the clients
effectively & to analyse the Business Development Process.

This project assist me to get the knowledge regarding how can an organization deals with its
clients & regarding various operations of Business apart from institutional theoretical
knowledge.

Further, this project helps me to understand different concepts of digital marketing, but while
implementing it might differ from situation to situation.

2.3 PURPOSE OF THE STUDY

 Get to know about challenges and opportunities for digital marketing in India.
 Fulfilling each and every requirement of client is very important regardless of
whether that requirement is small or big.
 I learned how to pitch the client while meeting.
 I experienced the corporate feeling which gives me a good exposure.
 Leadership quality, it‟s all about the impact you have on other people. You need to
have leaders within an organization. Leaders will deal with the client, project, etc. as
a leader.
 Healthy Competition forced to do better job the trick is to learn from your
competitors quicker than they can learn from you. Always look for your competitors‟
strengths.
 Digital marketing work is all about a team work and it always try to give best out of
all.
 Time management is the big management lesson I have learnt as make individual
more divert to words it work.
 How to do a formal communication, the way how to communicate with each level of
management to get work done.

27
2.4 METHODOLOGY

The descriptive research design is used for analysing and studying the process of Business
Development. It is very simple & more specific than explanatory study. The descriptive
study is a fact-finding investigation with adequate interpretation. The descriptive study aims
at identifying the various characteristics of a problem under study. It reveals potential
relationships between variables and also setting the stage for further investigation later. The
results of such research are not usually useful for decision making by them, but they can
provide significant insight into a given situation. Although results of qualitative research can
give some indication as to the „why‟, ‟how‟ and „when‟ something occurs, it can‟t tell us
„how often‟ or ‟how many‟. As the research conducted was observe there was no
questionnaire and hence no sample size or data interpretation was to be done.

2.4.1 Type of Research

QUALITATIVE RESEARCH, is based on words, feelings, emotions, sounds and other

non-numerical and unquantifiable elements. It has been noted that “information is considered
qualitative in nature if it cannot be analysed by means of mathematical techniques. This
characteristic may also mean that an incident does not take place often enough to allow
reliable data to be collected”

2.4.2 Research Design

The DESCRIPTIVE RESEARCH DESIGN is used for analysing and studying the
process of Business Development. It is very simple & more specific than explanatory
study.

The descriptive study is a fact-finding investigation with adequate interpretation. The

descriptive study aims at identifying the various characteristics of a problem under
study. It reveals potential relationships between variables and also setting the stage for
further investigation later. The results of such research are not usually useful for
decision making by them, but they can provide significant insight into a given
situation. Although the results of qualitative research can give some indication as to
the „why‟, ‟how‟ and „when‟ something occurs, it cannot tell us „how often‟ or ‟how
many‟.

28
2.4.3 Data Sources:

Primary Data: - It is a first-hand data which is collected by you. The different way of
collecting primary data is personal interview, questionnaire, survey etc. As my project is
descriptive study there is primary data collected.

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.

2.4.3 Sample Study

The sample size refers to the number of items to be selected from the universe to
constitute a sample N. The sample size used for study include 50 respondents

2.4.4 RESEARCH PROBLEMS

Technical Aspects of problem:

 Finding the online presence of the client.

 Understanding why it is so weak.

 Identifying what solutions would be better for particular client.

 How to improve their presence.

Managerial Aspect of the problem:

 To define SWOT for the client.

 To define their requirements and the corresponding solutions.

Business Aspect of the problem:

 To find better business opportunity for Delicious Web Pvt. Ltd.

 Competitive benefits and bets pricing offering.

29
CHAPTER III
FINDINGS AND
ANALYSIS

30
 ANALYSIS

1. Respondents profession.

Respondents Percentage
Student 30 60%
Business 6 12%
Professional 10 20%
Service 4 8%
Total 50 100%

Respondents

4
10

Student
6 Business
30
Professional
Service

Interpretation:

60% of the respondents were students while only 8% were from service sector.

31
2. Customers who have access to internet on a daily basis

Number of respondents Percentage

YES 50 80%
NO 10 20%
Total 50 100%

Number of Respondents

10

YES
NO

50

Interpretation

80% of the respondents have access to internet on a daily basis and 20% do not.

32
3. Frequency at which respondents log in into social networking sites.

Number of
respondents Percentage
Daily 30 60%
2 to 3 times a day 5 10%
More than 3 times a
day 10 20%
Once in a week 5 10%
Total 50 100%

Number of Respondents

5
10

Daily
5 2-3 Times a Week
30
More than 3 times a day
Once in a Week

Interpretation:

60% of the respondents log in into social networking sites on a daily basis.

33
4. Sites at which the advertisement of the products are communicated well.

Respondents Percentage
Facebook 20 40%
Twitter 10 20%
Linkedin 15 10%
Youtube 5 30%
Total 50 100%

Respondents

20

15 Facebook
Twitter
Linkedin
Youtube
10

Interpretation

Advertisement of product are communicated well on facebook( 40%) and

youtube(30%).

34
5. Respondents who pay attention to advertisement on social networking sites.

Respondents Percentage
Yes
40 80%
No 10 20%
Total 50 100%

Respondents

10

YES
NO

40

Interpretation

80% of the respondents pay attention to the advertisement that popup in social
networking sites and 20% don‟t.

35
6. Different type of advertisement, respondents come across various social networking
sites.

Respondents Percentage
Web Banner 4 10%
Pop-ups 6 15%
Flash Advertisement 10 25%
Video Advertisement 20 50%
Total 50 100%

Respondents

20 Web Banner
Pop-ups
Flash Advertisement
10
Video Advertisement

Interpretation

Video advertisements contribute to about 50% in various social networking sites.

36
7. Impact of social media advertisement on respondents.

Respondents Percentage
Trial 15 37%
Buy 10 25%
Comparison 10 25%
Ignore 5 13%
Total 50 100%

Respondents

5
15

10 Trial
Buy
Comparison
Ignore
10

Interpretation

37% of the respondents take a trial of the product whose advertisement have appeared
on social sites while only 25% buy them. Rest 25% and 13% either just check for
price comparison or ignore them.

37
8. Respondents who trust online advertisements.

Respondents Percentage
Yes 30 60%
No 20 40%
Total 50 100%

Respondents

20

YES
NO
30

Interpretation

Only 60% of the respondents trust online advertisements and 40% dont.

38
9. Reasons for online advertisements trust issues.

Respondents Percentage
Fraud 10 50%
Security Issues 5 15%
Fake Links 3 15%
Price Variation 2 10%
Total 50 100%

Respondents

2
3

10 Fraud
Security Issues
Fake Links
5
Price Variation

Interpretation

50% respondents dont trust online advertisement due to fraud issues, 25% due to
security issues, 15% because they might be fake links and 10% because of price
variations.

39
10. Respondents who think that Advertisements should appear on Social Networking
sites.

Respondents Percentage
Yes 35 70%
No 5 10%
Neutral 10 20%
Total 50 100%

Respondents

10

5 YES
NO
Neutral

35

Interpretation

70% of the respondents think that advertisement should appear on Social Networking
sites.

40
11. Access to advertisement that appear on various social media sites.

Respondents Percentage
Often 20 40%
Sometimes 8 16%
Depending on the
advertisement 10 20%
Never 12 24%
Total 50 100%

Respondents

12
20 Often

Sometimes

10 Depending on the
Advertisement
8 Never

Interpretation

40% of the respondents often access the advertisements that appear on social media
sites and 24% never do.

41
FINDINGS
1. From the survey it has been found out that most of the customers have access
to Internet these days.
2. Customers login to social networking sites actively.
3. Facebook followed by YouTube are considered good platforms for displaying
Ads.
4. More than 3/4th of respondents pay attention to advertisements on social
networking sites.
5. Video Advertisements are the most widely used digital marketing techniques.
6. Most of the social media advertisements are used for Trials.
7. More than half of the customers now trust social media advertisements.
8. Most of the real sector people actually understanding the value and opportunities of
digital marketing.
9. With the study of digital marketing I came to its emergence and extreme growth in
today‟s scenario.
10. What I found in client servicing is convincing clients is bit complex as they too have
complete knowledge about the digital marketing and also explaining how we are
better than others.
11. Most of the sectors initially opt for the digital marketing channels name search engine
optimization, search engine marketing and social media marketing and later they will
think about other channels which mean these three channel high acceptance.
12. It is easier to approach a company‟s if you first send them an E-mailer to related
sector and then call them in fact sometimes the company itself call having seen the E-
mailer.

42
CHAPTER IV
LIMITATIONS

43
4.1 Limitations of the survey
After completing my project, I found that there were some issues in Digital Marketing
face by the organization like:

 Security Issues
 Data Integrity
 IT Cost is high as company is on initial stage etc.

Some other limitations included :

 Biasness of the respondents based on their mindset.

 No proper conclusion to the questions asked as they varied according to
individual experiences.
 Some data was to be kept confidential that hindered the process of survey.
 Even the record keeper of survey suffered from personal biasness due to which
results were unreliable.
 Untimely update of information.

44
CHAPTER V
CONCLUSION

45
5.1 CONCLUSION

In the era of Globalization, there was a vital change in the Corporate World & by the help of
this Summer Internship Project I have been able to understand the Business World and
Various Corporate Strategies to run business effectively and efficiently. The Company
(Delicious Web Pvt. Ltd.) is Delhi based Digital Marketing firm which deals with its Clients
in a most Smooth manner by complying with its effective strategies and in conformity with all
the statutory provisions & regulations applicable in business world. As far as concerned My
position is marked as Business Development Associate in the Company. It is a basic process
for which intensive research is to be conducted to find out the target audience, clients,
sponsors, vendors etc. This process starts from research and ends at project closure. This
project has made me understand the various key- points which are is considered to crack a
deal, how to deal with different people. The company gave me the opportunity to be a part of
its business world & helped me to understand the business process & various
issues/challenges faced & also guided me to solve such issues.

46
 BIBLIOGRAPHY

WEBSITES
1. www.deliciousweb.net
2. http://www.dwdemo.net/loay-html/php/
3. www.smartinsights.com/digital-marketing-strategy.
4. https://www.portent.com/onetrick
5. http://www.insead.edu/executive-education/marketing-sales/leading-digital-
marketing-strategy
6. https://theinnovationenterprise.com/summits/digital-marketing-strategy-
innovation-hong-kong-2017
7. http://blog.hubspot.com/marketing/digital-strategy-guide
8. http://neilpatel.com/what-is-digital-marketing/

BOOKS
1. Kotler,P., Keller, K.L. Koshy, A. and Jha, M., (2009). Marketing Management:
A South Asian Perspective, 13th Edition, Pearson Education, New Delhi.
2. Etzel, M., Walker, B., Stanton, W. and Pandit, A (2009) Marketing
Management, Tata McGrawHill, New Delhi
3. Ramaswamy, V.S and Namakumari, S. (2009) Marketing Management: Global
Perspective Indian Context, 4th Edition, Macmillan Publishers India Ltd., New
Delhi
4. Saxena, Rajan (2009), Marketing Management, Fourth Edition, Tata McGraw
Hill Education Pvt. Ltd. New Delhi.
5. Louis E. Boone and David L. Kurtz (2007). Principles of Marketing, 12 th
Edition, Cengage Learning.
6. Pride, William, M., and O.C. Ferrell (2010). Marketing Planning,
Implementation and Control, Cengage Learning, New Delhi.

47
 APPENDICES

QUESTIONNAIRE

Q1. What is your profession?

 Student
 Business
 Professional
 Service

Q2. What Online Platforms do you use?

 Website
 Blog
 Facebook
 Twitter
 Instagram
 YouTube
 Others

Q3. What is the age group?

 Below 18
 18-30
 30-50
 50 and above

Q4. How important are social media accounts such as Facebook, LinkedIn, Twitter
etc. for you?
 Not important (don't use at all)
 Important (use frequently)
 Very important
 Critical

48
Q5. How important are online platforms for shopping, banking, trading, etc for you?
 Not important
 Important
 Very Important
 Critical

Q6. How important are photo sharing platforms such as Picasa, Flickr, Instagram and
others for you?

 Not important
 Important
 Very important
 Critical

Q7. Do you access Internet on a daily basis?

 Yes
 No

Q8. How often do you login into social networking sites?

 Daily
 2 to 3 times a day
 More than 3 times a day
 Once in a week

Q9. Which social networking website do you think communicates the advertisements
well?

 Facebook
 Twitter
 LinkedIn
 YouTube

49
Q10. Do you pay attention to advertisements on social networking sites?

 Yes
 No

Q11. What are the different types of advertisements do you come across on social
networking sites?

 Web Banner
 Pop-ups
 Flash Advertisement
 Video Advertisement

Q12. Do you access advertisements that appear on various social media sites.

 Often
 Sometimes
 Depending on the advertisement
 Never

50